Radio showmanship (Jan-Dec 1944)

gather ail appreciation of tlie part the sponsor has played in this development. Advertisers with an institutional ax to grind might well make greater use ol material of this nature as a whetstone that will put a razor-sharp edge on listener interest. (For pic, see Showfiumscoops, p. 164.) Home Furnishings TREXLER AND THE NEWS What this country needs is not a good five-cent cigar but more local news if current surveys indicate which way the wind blows. While listeners cannot always recall the names of far-away battle scenes, they can quote names and places when the fire, robbery, wedding or what have you is a local one. \Vith that in mind, the Seal"^' Mattress Co. put its money on Trexlcr and the News heard six times weekh over AVMPS, Memphis, Tenn. AV^hile newscaster Trexler doesn't give national news the cold shoulder, it's local news that is the fair-haired child. AIR FAX: Opening and closing sound effects give the Flash news idea. Two commercials in the body of the program keep the sponsor's name before the public. Broadcast Schedule: Monday through Saturday, 6:306:45 P.M. Preceded By: Music. Followed By: Confidentially Yours. Sponsor: Sealy Mattress Co. Station: WMPS, Memphis, Tenn. Power: 1,000 watts (d). Population: 292,492. COMMENT: Advertisers with an eye to ihe luture might well consider the prospects for local news. Because war has created a news listenership as big as all out doors, a swing to local news after the war will pay di\ idends. Insurance CRYSTAL CHORUS As a crystal clear reflection of its prestige, the Kansas City Fire & Marine Insurance Co., Kansas C^lity, Mo., presents KMBC listeners with the Crystal Chorus. For the weekly Sunday afternoon series Home Office employees are the musical ^()ice of Kansas C^ir^ Fire & Marine. C^ommercial message is institutional in nature, is delivered alternately by an officer or a member of the company's board of directors which includes Midwest industrialists, bankers, realtors and executives. air FAX: First Broadcast: January 30, 1944. Broadcast Schedule: Sunday, 12:45-1:00 P.M. Sponsor: Kansas City Fire & Marine Insurance. Station: KMBC, Kansas City, Mo. Power: 5,000 watts. Population: 602,046. COMMENT: Radio, actively merchandised, can be profitable to almost any type of advertiser; time and again, national organizations have found that it isn't only charity that begins at home. Invaluable as a business asset is the factor of hometown pride, support and good will. With radio, the advertiser has a chance to personalize these assets. Men's Wear JIVE AT 11:05 Call it swing, jazz, or just hot music, it's still American music with origins deep in the glamorous past of colorful New Orleans. Lectures and concerts with and about the men credited with creating and fostering this music have been not-so-scholarly lecture topics at New York and San Francisco Museums of Art. National magazines have given feature spreads to the subject. Hollywood has foctised the camera on it. In San Francisco, Cal., not bringing til em hack live but on record is what makes for tuneful listening, builds business for the Howard Ceothing Ca). Broadcast from special studios in the Downtown Bowl, S300,000 bowling and sports building, is Jive at J 1:05. Some 201) hep cats turn out weekly to hear and see. Collectors bring highly prized records, thus give listeners a ( hance to hear platters that can be rarely heard, even more rarely purchased. air FAX: Voted for two successive years San Francisco's most popular man of music was produceremcee Ted Lenz. First Broadcast: 1942. Broadcast Schedule: Sunday. 11:05-11:20 A.M. Sponsor: Howard Clothing Co. Station: KSAN, San Francisco. Cai. Power: 250 watts. Population: 637,212. MAY, 1944 169