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(3) To contribute useful information to the sportsmen of the community.
There is no direct method in any type of advertising which permits the advertiser to count the return in dollars and cents, but we do have evidence that we are building up sales through the program and, something even more valuable, we are building good will for the future.
Guests on the show range from leading Burlington citizens to well-known farmers from the surrounding rural district. Professional man, housewife, htmter or dog lover, each has a turn before the mike. We have tried to make our program educational as well as interesting. Subjects have been as varied as there are activities and include various kinds of fishing, fly and plug casting, fly tying, bird, duck, rabbit, deer, bear and other hunting, archery, life saving, gun handling, photography, camping, cooking of game foods, quizzes and many others, including some pretty tall tales.
The program is just what its title implies, a Sportsmen's Round Table. No script is used. An outline of the subject is prepared as a guide to bring out certain points during the rotmd table discussion. While sportsmen depend upon the weekly Thursday evening program to keep them informed about changes
in the game laws, and other information pertaining to outdoor life, others who have never done any hunting or fishing follow the 9:30 P.M. discussions. They enjoy its informality and learn about subjects with which they are unfamiliar.
Recently one program was devoted to life-saving and what to do in water in an emergency. Another half-hour centered on the proper handling of guns. This program brought forth such an amazing response from youngsters and others who were planning to go into the woods for the first time that we scheduled two meetings at our store, during which time free instruction was offered on the care and handling of firearms.
Another program resulted in an interesting bit of competition. We had devoted a broadcast to a discussion of archery versus golf as sports. Interest was so great that a special archery-golf match was arranged, and the golfers won by a close margin.
This summer Ed Keenan, local sportsman who conducts the program, organized a fishing contest which was directly tied-up with our program through a display of prizes in our store window, along with pictures of the broadcast and participating members. National firms and local houses gave prizes for the various types of fish.
JANUARY, 1944
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