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AIRING THE NEW
New radio programs worth reading about. No result figures as yet.
Amusements
BASEBALL RETURNS While women are an accuslonied sigliL in the ball parks, shout "Kill the Umpire/' with as nuich enthusiasm as their better hahes, baseball, for all that, is primarily a man's world. To get the billiaid and pool enthusiast into what is likewise a masculine haunt, the Duncan Recreation Co., Vincennes, Ind., airs the daily results ot major league baseball games over VVAOV. Series is a daily-excepl-Sunday ten-minute feature.
AIR FAX: First Broadcast: May 1, 1943.
Broadcast Schedule: Monday through Saturday,
5:45-5:50 P.M.
Preceded By: Uncle Sam.
Followed By: Sports Review.
Sponsor: Duncan Recreation Co.
Station: WAOV, Vincennes, Ind.
Power: 250 watts.
Population: 18,228.
COMMENT: Sjjoris enthusiasts do the sporting thing by advert iseis who biing tluni latest news and returns, and sudi piogiams have been title-holdei s loi aiiiiosl all j)r()(lu(ls with iii;is( uliiic ;i|)p(;il.
Aviiitiuii
SHOPPING CIRCLE With the iiKmi)()Uer shortage a grim icality. it's truth, not poetry, that the IkmkI that ro( ks the (ladle rules the uoild. Uul the little woman who used to siii up (akcs or sew a straight scam with hci lice hand now spends her linic on the asscmhK line I ui in'ng onl l he tools ol wai .
238
To enlist more such workers was the purpose of the Cl rtiss-Wright PropelLOR Division when it turned to KDKA, Pittsburgh, Pa. Not one to do things bv halves is Curtiss-AVright executive John O'Connell. While the Division was new to radio, 65 per cent of the advertising budget was diverted to this campaign to enlist feminine workers. A qtiarter-hour variety show every Sattirday; a thricevveekly. ten-miiuue news analysis; dailv participations in the Shoppiiu^ Cirde, and six times a week participations in the Farm Hour round out the CcrtissW'right schedtde. Conmiercials hammer home one point, namely, the need for women workers.
air FAX:
Sponsor: Pa.
First Broadcast: April 3, 1944. Curtiss-Wright Propeltor Division, Beaver,
Station: KDKA, Pittsburgh. Pa.
Power: 50,000 watts.
Population: 1.072.545.
Agency: Burlce Dowling Adams, Inc., Montclair, N.
J.
COMMENT: Admiiably suited to the purposes of an advertiser who needs to reach the greatest possible percentage of the total listening audience is a schedule which includes \ariety in time and program material. Clearly recognized here is the fact that women, whether living in rural or urban (ommunities, ha\e a \ariety of interests, and the piogram which may reach one group would not of necessit\ attract another group.
Bakeries
MUSICAL SCOREBOARD Sports fans want the latest scores as soon aftei" the last (heer has faded as possible, and adNcrtisers ha\e found that gi\ing them these scores \ ia radio is one way to keep the conunercial looting section on its toes. Hut h)i the not-so-interested-insj)oi ts listener, sue h broadcasts are slrictl\ out ol-bounds. I low to knock a homelun lor the one, and keep the others in the stands is the problem that the C^onsoi n)\ii I) Bisciii C^o. sohed with Musiad Siorchord heard <)\er WIND, Chicago. III.
A ir)niinntc broadcast immcclialch
RADIO SHOWMANSHIP
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