Radio showmanship (Jan-Dec 1943)

WAC written and produced is the weekly script which dramatically portrays the life of a girl just prior to entering the WAC and throughout her training. Talent is in part ' from the WAC personnel, in part from a local amateur group interested in the theatre. Brief, institutional commercials give credit where credit is due. Response-ability: recruiting office reports increased interest in the corps, with the enlistment rate stepped up. AIR FAX: First Broadcast: June 3, 1943. Broadcast Schedule: Thursday, 7:45-8:00 P.M. Preceded By: Confidentially Yours. Followed By: Watch the World Go By. Sponsor: Lynchburg Nat'l Bank 8C Trust Co. Station: WLVA, Lynchburg, Va. Power: 250 watts. Population: 42,714. COMMENT: Here is further evidence of advertising's conversion to war and wartime needs. Advertisers who ferret out the nation's real needs, shape their radio advertising campaigns to fit those needs perform an invaluable patriotic service. Fruit Growers ON THE CITRUS FRONT No matter where a certain kind of green has gone, or what kind of songs go to Carnegie Hall, that an auctioneer has definite radio appeal is fact, not fiction. By changing locale, juggling the pieces which make up a program, the Mutual Orange Distributors gave West Coast fruit growers an opportunity to hear how their produce is sold when it reaches the East. Sale of a carload of lemons at a Boston Fruit Auction was rebroadcast over KHJ, Los Angeles, Cal., as a part of the weekly quarter-hour offering of the Mutual Orange Distributors. To keep fruit growers posted on what's what On the Citrus Front is the purpose of the 7:45 P.M. broadcasts heard on KHJ, four other stations. Weekly occupational news packet is presented by Bruce McDaniel. air FAX: First Broadcast: May, 1943. Broadcast Schedule: Tuesday, 7:45-8:00 P.M. Preceded By: Music. Followed By: Quiz Show. Sponsor: Mutual Orange Distributors. Station: KHJ, Los Angeles. Cal. Power: 5,000 watts. Population: 1,497,494. Agency: Dana Jones Adv. COMMENT: W'liilc cnicrtainment may be a primary function in radio, even entertainmeiu takes a back seat to those factors which reguhitc man's bread and butter. Advertisers who present such programs may restrict their audiences to some extent, but what that audience lacks in size it makes up in the intensity with which it responds to j^rograin and commercial content. Manufacturer WESTON'S COMMUNITY HOUR W iu n good fellows get together, song is almost the inevitable companion. Good companions for eight consecutive seasons are the George Weston Co.. Ltd., and the citizenry of Toronto, Canada. With open air audiences as higli as 20,000 at a sitting, the Community Hour is that in name and in fact. A fidl hour show, the program allows for a -^0minute warm-up before the CFRB broadcast from the stage at Sunnyside Beach. Program consists of Canadian network soloists, a 15-piece orchestra, plus commimity singing. Rain or shine, weekly turn-outs are tremendous. Weston supplied nuisic is also accompanied by \Ve.sto\ supplied words. Songs are chalked on the "world's largest song book": each page is 12 by 1.5 feet, weighs 400 pounds! air FAX: For its entire run of eight seasons, the weekly program has been written and produced by Frank Denni*. assistant radio director of the Walsh Advertising Co. First Broadcast: 1935. Broadcast Schedule: Sunday. 8:30-9:00 P.M. during summer months. Sponsor: George Weston Co.. Ltd. Station: CFRB, Toronto, Can. Power: 10,000 watts. Population: 875,992. Agency: Walsh Adv. Co. COMMENT: Advertisers have found that audience participation is a diamond in NOVEMBER, 1943 381