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initial broadcast, reaching proportions of over 3,000 pieces per week, in spite of the modest size of the community.
Ihe program was originally put on the air by Earl Black, WMAN musical director and announcer, and through the years he has continued as master of ceremonies. To meet changes in public interests, the program has been altered from time to time. When quiz show^s became popular, the program became a half-hour amateur show. The other halfhour was spent on a studio quiz. Boxes of candy and appropriate gifts were given as prizes to the studio guests who participated in this portion of the program.
^V^ith the advent of the draft and the necessary loss of so many people to the armed forces, Dr. Stern's Sunday broadcast was changed to one half-hour, heard from 1:00 to 1:30 P.M. Studio visitors are queried, and questions pay off in \arious cash amounts. The questions are numbered and graduated in cash value ranging from SI up, including a jackpot question which builds in amount each week if not answered correctly. This quiz show has now been on the air since the first of January and plays to a packed studio and a record listening audience.
While the amateur program was hitting the airwaves weekly, spectacular Christmas shows were staged and broadcast each season from Warner Brothers' Ohio Theatre with a SI 00 prize going to the winner. Much of WMAN's best talent has been discovered through the channel of Dr. Stern's Amateur Hour and two of his amateurs have broken into Big Time. Jane Hodges, songstress, now holds a movie contract and is a Columbia artist. Little Patty Hale, child entertainer and actress, who appeared on Dr. Stern's program, made the grade in Hollywood and has appeared in many pictures. Her latest, a major role, is in My Friend Flick a.
More recently Dr. Stern turned over his quiz show to soldiers from Camp
Millard in Buc)rus, O., 12 miles east of Mansfield. For a full hour the boys competed for SlOO worth of prizes. It was distribiued in full before the boys left the studio! All quiz questions were based on phases of Army life.
Dr. Stern keeps the commercial content of his program strictly in the background, and it is rigidly in line with the ethics of his profession. Commercial publicity on his air shows is cut to the most meagre proportions, and merely states his name, address, phone number and the dental services a\ ailable through his offices and experience. In general, his messages, only one to a broadcast, are devoted almost entirely to the w^ell known facts that dental work and dental care are important to health. The copy tends to keep his listening public aware of the benefit of regular dental examinations with the dentist of their choice.
Dr. Stern's record-making consistency in broadcasting points up one important factor. The repetition of an entertaining air-sho^v can do a ^vealth of good for any advertiser. Consistency and persistency pay di\idends as long as the sponsor and the station keep a finger on the pulse of the listening audience. The matter may be summed up in a sentence. Give the audience what it wants in your comnumity, and your adience '^vill give )Ou what )Ou ^vant!
JANUARY, 1 944