Radio showmanship (Jan-Dec 1944)

following the play-by-play broackasls ol the Chicago White Sox, an exclusive WIND leature, Musical Scoreboard ieatures a combination of hot, siz/.ling nuisic and the scores of other games played in the National and American Leagues. Chatter on the light side is also pitched to listeners by the able-tongued emcee. AIR FAX: Firsl Broadcast: April 18, 1944. Sponsor: Consolidated Biscuit Co. Station: WIND, Gary-Chicago, III. Power: 5,000 watts. Population: 3,440,420. COMMENT: In broadcast advertising, anything that serves to broaden the listenership base is good radio. Such devices need not be expensive nor elaborate as this program here illustrates. Bakeries MUSICAL CLIMAX As a tie-in with Boston Stral'se pies and cakes, nationally advertised as "a climax to a perfect meal," Monroe Boston Strause offers listeners in Baltimore, Md., a combination of music designed to please every taste. While the quarter-hour represents Monroe Boston Strause's first radio ad-venture, evidence from director of radio, Norman Gladney, of the Leon S. Golnick & Associates Advertising Agency, indicates that Boston Strause finds the sample palatable. "Monroe Boston Strause looks forward to an expansion of its radio activities in the year to come," is adman Gladney's comment. While the consumer cannot buy a Boston Strause pie, commercials are slanted at both the consumer and the retailer. Listeners are reminded to ask the waiter in their favorite restaurants for "the climax to a perfect meal." Copy is brief and to the point, uses such phrases as "Boston Strause pies and cakes, delicious as they are nutritious," as the sales wedge. While the series hues in the main to the institutional line, it is sufficiently flexible to allow for seasonal promotion of specific products. Example: "For your enjoyment . . . this program and the product xue feature. And for your enjoyment, as a climax to any meal, ask your waiter to bring you a slice of Boston Strause Egg Milk Custard Pie, made luith fresh eggs and milk . . . // tastes just like the old-fashioned custard Mother used to make." AIR FAX: Series is promoted in weekly publications and in daily newspapers. Firsl Broadcast: March, 1944. Broadcast Schedule: Sunday through Wednesday, 11:15-11:30 P.M. Sponsor: Monroe Boston Strause. Station: WCBM, Baltimore, Md. Power: 250 watts. Population: 859,100. Agency: Leon S. Golnick 8C Associates. COMMENT: A vast reservoir of infrequently heard music of the masters, past and present, popular operettas and light classics is there for the tapping in a series of this kind. While such programs have been used mainly for their institutional value, their sales possibilities are onlv now being realized. Dairies BETTY AND BOB For the Tip Top Creamery, Vincennes, Ind., Betty and Bob is tiptop radio entertainment that goes straight to the heart of the WAOV feminine audience. But what Tip Top took for a 52-w^eek radio campaign was no pig-in-a-poke. For eight years previous to the production of the transcribed series, the story of ordinary people who lived extraordinary lives had been a top CtENeral Mills attraction as a network feature, was the most consistently successful program General Mills had ever used. A steady time buyer for the past three years is Tip Top Creamery, and in its program selection I'lP Top has always given the nod to serial drama. Conservative to the nth degree in regard to commercials is Tip Top. Commercials stress that fact that dairy products are among the seven basic foods as outlined by F^ederal food ex^^erts. W^artime refrain: "If you couldn't get your favorite product today, please ask again tomorrow." AIR FAX: Experiences of a young married couple and their newspaper crusade against crime and cor JULY, 1944 239