Radio showmanship (Jan-Dec 1944)

PROOF 0' THE PUDDING Results based on sales, mails, surveys, long runs and the growth of the business itself. Drug Products JENNY LOU AND HER BUDDIES Pinup girl for Chicago radio listeners is Jenny Lou Carson. Her buddies share the limelight, and returns from an offer made on two broadcasts convinced WaitCahill Co. that Jenny Lou was the salespin-up girl for its Green Mountain CoiGH Syrup. Jenny Lou wrote, read listeners a poem Jiist for Mom. To those who wanted the verse, she offered autographed copies. Within the next few days the pin-up girl was on the verge of writer's cramp. Received were 2,827 requests! air FAX: Heard thrice weekly, the quarter-hour series for morning listening features ballads and light tunes. Jenny Lou herself introduces the songs. First Broadcast: August, 1943. Broadcast Schedule: T-Th-S, 9:00-9:15 A.M. Preceded By: Breakfast Club. Followed By: Range Riders. Sponsor: Wait-Cahill Co. Station: WLS, Chicago, 111. Power: 50,000 watts. Population: 3,440,420. COMMENT: Programs with a homey touch strike a responsive chord with the mass audience, have what it takes to establish a product with the general nublir. Farm Pruducts ELECTION RETURNS Down in the deep south, the citizenry takes its elections seriously, and election retinns are matters of great moment. When the HiaWAiiiA CiiN Co., Colinnbus, Miss., look its first plunge into the realm of radio, therefore, it cast its ballot in favor of Election Returns. From 6:00 P.M. until the AVCBI sign-off, Hiawatha Gin brought listeners the latest coiuit on general election returns in Mississippi. W^ith this broadcast it threw its hat into the ring, offered as its candidate for public favor a new machine installed at the gin to give farmers a better staple. Hiawatha Gin counted its returns from this one-time broadcast, found that in radio it had backed a whinner, reported instant results to WCBL Three bales of cotton ginned the next day marked the earliest start of the ginning season on record. Capacity operation continued throughout the season. Plans for the future include a regular radio schedule. air FAX: First Broadcast: August 24, 1943. Broadcast Schedule: August 24, 6:00 P.M. to sign-off. Sponsor: Hiawatha Gin Co. Station: WCBI, Columbus, Miss. Power: 250 watts. Population: 15,467. COMMENT: While one-time shots may not serve the general piuposes of advertising, they do offer sponsors a dramatic and forceful introduction to the radio audience. Special events of this natine are certain to have a tremendous audience. Groceries WOMAN'S EXCHANGE Seven weeks after the W omnn' s ExcJiange was launched over WJZ, New York city, emcee Alma Kitchell offered a book on nutrition. Requests from that one-time one-mi niUe spot: 1,176! Evidence that lightening does strike twice in the same place are results from a one-time recipe book give-away offer made the following week. Received were 1,67-i postcard requests. Axciage weekly mail pull without offers: 200. When the Soy Food Mills, Chicago, set out to extend its distribution of soy bean products to the Kastern section of the coinitry, the Woman's ExcJinnge was a fair exchange. In five weekly ])articipalions Soy Food promotes Goldkn Whi:at-Soy Mix, one lor griddle cakes and wann(\s, another for muflins. 30 RADIO SHOWMANSHIP