Radio showmanship (Jan-Dec 1944)

When Bell's Booteries took to the airwaves, it put reverse English on the old adage that ''children should be seen and not heard," came out with Children Analyze the News. Six public school youngsters take up topics of national interest, give vent to their own opinions in a roundtable discussion on each of the weekly broadcasts. Selection of the panel is determined within the various Nashville schools, is based on the six best informed, most alert moppets between the ages of ten and 13 years. No script is used, but a brief discussion before air time gets the youngsters warmed up, rarin' to go. Strictly a newspaper advertiser until WLAC came up with Children Analyze the News was Bell's Booteries. After a short trial period with the novelty feature, store manager Rue Roberts went way out on the limb, not only signed on the dotted line for 52 weeks, but also bought two additional programs. Other programs to which Bell's Booteries name is now signed: a Sunday half-hour of Memories that Linger, and a weekly half-hour musical show. Little direct selling is written into commercials. The ball that store manager Roberts wants to keep in motion: the good will of the younger generation for future business. Example: "Bell's Booteries knows the kinds of shoes children love . . . and their experts are able to fit them in the exact sizes they should wear. So, boys and girls, keep these facts in mind when you come to town with Mother and Dad for your new shoes. Ask them to visit Bell's Booteries with you, and see the different styles in Simplex Flexies and Vitality Shoes." Opening and closing commercials are handled by announcers. AIR FAX: Program director Paul Oliphant handles the show, stands by ready to give the youthful commentators the helping hand. Broadcast Schedule: Thursday, 5:15-5:30 P.M. Sponsor: Bell's Booteries. Station: WLAC, Nashville, Tenn. Power: 50,000 watts. Population: 167,402. COMMENT: High in favor with educators lor their educational value arc })rograms of this kind. While the program here is directed to the children, it is also interesting and entertaining for adults. Theatres THEATRE TIPS When Interstate Theatres took on KTBC for its press agent in Austin, Tex., it took a tip from its own claim to fame, ie, 'Tour Best Bets in Entertainment," saw to it that its week-day quarter-hour stacked up to the same level. What it gives listeners in addition to the commercial listing of current pictures includes a round-up of Hollywood news, and hit music from a current picture. Patter between announcer and femme-announcer on the merits of Interstate Theatres works in the commercial the painless way. Original format included a telephone call to a name picked at random from the telephone book. If it were a lucky day for the person dialed he could tell what was playing at a certain Interstate Theatre, was thereby made richer by two free tickets. air FAX: Format: Theme; announcement of program; patter between narrator and announcer; current show list by announcer; round-up of Hollywood news by narrator; show tune from a current picture; more Hollywood news; a longer, more complete listing of current Austin pictures by narrator; sign-off, and theme. First Broadcast: June 18, 1943. Broadcast Schedule: Monday through Saturday, 10:30-10:45 A.M. Preceded By: Music. Followed By: Music. sponsor: Interstate Theatres. Station: KTBC, Austin, Tex. Power: 1,000 watts. Population: 87,930. COMMENT: As the motion picture industry itself makes greater use of radio to publicize individual pictures, distributors will find it profitable to capitalize on this additional fanfare through the medium of a consistent radio schedule. All to the good here is the close tie-up between the advertised product and the program content. FEBRUARY, 1944 63