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try their hands at unscrambHng a codchke arrangement of words contained in a list of song titles.
Format calls for immediate identification of unannounced tunes played on an organ. Hidden Password is some word or phrase that can be easily obtained from the list of titles, by using a word or a few letters from each title.
Show contains from six to eight luiidentified musical numbers. Songs and passwords change daily. Example: the phrase, "Buy Bonds" might be the key word of the day. Listener could determine this password if he knew the names of the unidentified songs. After the tune is played, announcer offers a slight clue. Explanation usually given tells the listener to use the "second letter of the fourth word, etc.," until the password or phrase has been constructed.
Listeners who solve the daily musical jig-saw send results to the station. Winners are chosen on the basis of correctness, early post mark and neatness. Mail pull: well over 500 letters a week!
AIR FAX: First Broadcast: January 4, 1943.
Broadcast Schedule: Monday through Friday, 12:30
12:45 P.M.
Preceded By: News.
Followed By: News.
Station: WHIO, Dayton. O.
Power: 5,000 watts.
Population: 225,609.
COMMENT: Not new is format here, but programs of this kind have almost universally built up for themselves a large audience of interested listeners anxious to match their knowledge in a game of skill.
PROOF 0' THE PUDDING
Results based on sales, ma'ls, surveys, long runs and the growth of the business itself.
Department Stores
BIG BROADCAST W hen L. (). Rlivans, president and general manager of Burt's Department Store, Cleveland, O., put his John Henry to a renewal of his contract with WCLE, his Sunday afternoon Big Broadcast went into its eighth consecutive year. During its se\en years on the air, the Big Broadcast has introduced'more than 3,500 amateurs to the radio audience. Well over 15,000 have been auditioned bv retailer Klivans. Just how big the Big Broadcast really is was pointed up in a recent H(K)fer survey: no other program heard in Cleveland during its time on the air had as high a rating.
Now the largest buyer of actual hoius of radio time in Cleveland, merchandiser Klivans attributes the spectacular growth of Burt's to its radio campaign. In addition to the two-hoiu inuehearsed amateur Sunday show. Bint's also presents a two-hour Siuiday nationalitN show, and a 30-minute Sunday nuisicai program. On its daily schedule is a (juarter-hour morning program of popular recordings and a 30-minute late afternoon pot pourri of Music for Ohio.
AIR FAX: Merchandiser Klivans emcees the amateur show in which his wife also takes a very active part in poduction. In addition to auditioning many of the amateurs, she highlights the Burt's fashion picture in a short speech on each program. Commercials and continuity is from the Klivans' pen. First Broadcast: 1936.
Broadcast Schedule: Sunday. 3:00-5:00 P.M. Sponsor: Burt's Department Store. Station: WCLE, Cleveland. O. Power: 500 watts. Population: 1,111,449.
COMMENT: Here is additional evidence that radio of the right kind is as well
NOVEMBER, 1943
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