Radio showmanship (Jan-Dec 1943)

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Ml est Tune of All / Korn Kohblers at Kornegie Hall Get Sales on Up-Beat H. Wm. Nolde, Pres. Gives Nolde Brothers Bakery's Experience WHEN John Q. Public sits at home listening to a radio program, he either likes it, or he doesn't like it. That is the remarkable thing about radio. It gets reactions! When the reaction is favorable, popularity for the program and product follows. And by a pleasing coincidence, sales curves follow popularity. Radio, more than any other medium, sells not circulation, but an opportunity for circulation. The program, to a very large degree, determines the circulation of the sponsor's advertisement. While music is said to be the universal language, some songs speak in more dulcet tones than others. Certainly, the dialect of boogey-woogey is hard for the Bach enthusiast to comprehend. In radio, where most orchestras specialize in one particular type of music, the lover of the Viennese waltz is apt to tune-out the hillbilly hoe-down. When a six piece novelty band plays everything from a classical piano interlude to a washboard and auto horn obligate, it is a different story. That is exactly what happens in Kornegie Hall, and in The Korn Kobblers. Sponsor experience with the transcribed series, The Korn Kohblers is a story with a happy ending. The reactions of some of these advertisers to this program are given here. BAKERIES Richmond , Va. A consistent radio advertiser is the Nolde Brothers Bakery, Richmond, Va. Over a period of many years, WRVA listeners have heard daytime serials, children's programs, spot announcements and dramatic programs. Since September 30, 1941, Nolde Brothers has sponsored The Korn Kobblers. 376 RADIO SH O WMAN SHIP