Radio showmanship (Jan-Dec 1943)

truths which Duquesne Light commercials have told. On occasion, Duquesne Light has presented a realistc, vivid picture of electric power's contribution, with dramatized scenes in industries, coal mines, power plants and the like. However, the importance of ample lighting in the home has not been disregarded. For health's sake alone, many commercials have called attention to the consequences of poor lighting. Lacking any semblance of selling, it has been simply the sound advice which the family physician might proffer. During the last three months, Duquesne Light has devoted its commercials to an intensive campaign to salvage broken, old electric appliances serving no useful purpose in countless homes. Buying them with war stamps, Duquesne Light repairs the appliances and directs them into the homes of war workers who can use them. Since the program's inception in 1937, the entertainment has revolved about the organ selections of Bernie Armstrong, KDKA's musical director and staff organist. His half-hour of light opera and popular numbers on KDKA every Sunday at 4:00 P.M., provided the musical portion of the format which won the award in 1941. Augmenting Armstrong in 1942 was KDKA's soprano, Mary Martha Briney, and baritone. Buzz Aston. Announcer Paul Shannon has been with the show for three years. To make way for the Army Hour on the Sunday spot, the Duquesne Light show changed to 7:30 P.M., Wednesday. Although there was a temporary decrease in the audience, listeners were soon to adjust themselves to the new date. A recent survey shows the program has regained virtually all its listeners, and this marks the first year the show has been continued through the summer. "To enlighten and entertain" might well be the program's slogan. Through this combination, the program continues to accumulate friends for Duquesne Light. Via radio, service and entertainment do go hand in hand. AIRING THE NEW New radio programs worth reading about. No result figures as yet. Beverages NEWS HIGHLIGHT OF THE DAY While the variety of news from the state, national and international scene is what keeps the presses roaring, one particular event usually emerges out of the maze as the News Highlight of the Day. In Philadelphia, Pa., the Cooper Brewery puts the spQtlight on just that for AVFU. listeners. Whether it be a story about a place, an individual or a group of persons, newsographer Norman Jay builds the entire broadcast around that one item. Mr. and Mrs. Average Listener get the inside story, and a clearer conception of the meaning of the news withoiu a heavy freight of criticism or editorial comment. To put a cap on its radio campaign for Cooper Beer, sponsor placed posters in restaurants and tap rooms. For coverage of retail beer distributors, a trade letter was circulated. On alternate weeks, the nightly five-minute feature is highlighted in WEIL strip ads. Other weeks, a picture of Norman Jav heads strip ad. air FAX: First Broadcast: May 3. 1943. Broadcast Schedule: Monday through Friday. 9:55 10:00 P.M. Preceded By: Music. Followed By: News Commentary. Sponsor: Cooper Brewery. Station: WFIL. Philadelphia, Pa. Pcnver: 1,000 watts. Population: 2,081,602. Agency: Earle Buckley Organization. COMMENT: Although there is a tremendous increase in the number of news broadcasts, there is no scarcity of listeners. However, the news program that NOVEMBER, 1943 379