Radio showmanship (Jan-Dec 1943)

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at their homes or in Ohio Bell buildings, to the program coming from the radio station nearest to them. "There will be all kinds of voices; ordinary voices, voices something less than ordinary, good voices and fine, trained voices. And this year they will be singing with more than the usual fervor as they think of the nearly 1,500 Ohio Bell employees now in the nation's armed forces, scattered throughout the world. "The trained voices will come from members of the Ohio Bell Male Chorus and the Ohio Bell Ladies' Choir, who will be scattered through the singing assemblage in Cleveland. "The male chorus formed in the spring of 1922 under the direction of Charles D. Da we, whose world-famous Cleveland Orpheus Choir won highest honors at the Eisteddfod, which is held in Wales, after which they toured England and the Continent. "Being pure Welsh, Dr. Dawe was a true lover of the old carols and about 1922 he arranged to have the Ohio Bell Male Chorus sing carols the afternoon before Christmas in the lobby of the company's former headquarters building. This carol singing became a tradition of the company. When the new headquarters building was completed, the spacious and beautiful lobby, with appropriate Christmas decorations, became the scene of the annual carol singing under the direction of Dr. Dawe, with general participation by the Cleveland employees. A few years ago Randolph Eide, the company's president, decided this arrangement was too limited in scope. He thought that the rest of the Bell family, in other parts of the state, should be able to enjoy the singing. Arrangements were made to have the carols broadcast. "During 1942 girls of The Ohio Bell Telephone Co. decided they, too, would like a choir to help them through the new war-torn days. Dr. Dawe consented to be their director, resulting in the Ohio Bell Ladies' Choir of 60 voices from all departments of the telephone company. Their first appearance was held in January, 1943, when they enter tained several luindicd (oinpain supervisors at their yearly hnuheon and mceling in Cleveland." ANSON F. HARDMAN Advertising Manager The Ohio Bell Telephone Co. Cleveland, Ohio AIR FAX: A chain hook-up of a score of Ohio radio stations, with WHK, Cleveland, as the distributing point, will be used to carry the sinking of Christmas carols throughout the state by telephone company employees. First Broadcast: 1939. Broadcast Schedule: December 24, 12:00-12:30 P.M. Sponsor: Ohio Bell Telephone Co. COMMENT: For a service enterprise which is national or regional in its operations, radio is a champion public relations representative. While this offering is excellent for employee morale, it works equally well as a good will builder with the general public. Shoes WALTER COMPTON'S NEWS " On May 24, of this year, the Spori Center. Washington's largest sport store, assumed sponsorship of Walter Comptnns News 6:30 P.M. broadcasts. This was the Sport Center's first attempt at using a radio program as an achertising medium. Frankly, it was worried about direct sales returns. "On June 14, as a test of Walter Compton's following, they mentioned one time only on this news broadcast a sale of off-size women's sport shoes (sizes 2 1/4 to 5). "The reaction was phenomenal. Ihe next day, as a direct result of the single mention, over 300 pairs of these rationed shoes were sold! Small wonder, then, that the Sport Center is now positive of the pulling power of radio!" ROBERT ENDERS Radio Director Kal Inc., Adv. Washington, D. C. AIR FAX: First Broadcast: May 24. 1943. Broadcast Schedule: M-W-F. 6:30-6:45 P.M. Sponsor: Sport Center. Station: WOL. Washington, D. C. Power: 1,000 watts. Population: 663.091. Agency: Kal Inc., Adv. COMMENT: ^Vhile no one questions the NOVEMBER, 1943 391