Radio showmanship (Jan-Dec 1944)

ruption are what bring the housewife to the radio five times weekly. Available: 390 episodes. First Broadcast: August 23, 1943. Broadcast Schedule: Monday through Friday, 12:30 12:45 P.M. Preceded By: News. Followed By: Lum 'n' Abner. Sponsor: Tip Top Creamery. Station: WAOV, Vincennes, Ind. Power: 250 watts. Population: 18,228. Producer: NBC Radio Recording. COMMENT: While the soap opera may not measure up culturally to Shakespeare, audience response has proved its pulling power to countless advertisers. Here is one based on a definite sutcessfOrmula with a host ot available merchandising promotions to complete the radio picture. Druq Productsi UNCLE EZRA'S MORNING EDITION OF THE NEWS News is a lot oi things, but with i/fule Ezra it's absolutely unicpie. Uncle Ezra, the farmer's friend, holds to the folksey side. When things get on the stiff side newscaster Jim Monroe knows that he's in for a razzing from the philosophical hay-loot-straw-foot ch a r a c t e r whom KCMO listeners hear daily from 5:00 until 7:00 A.M. A two-hour show of music, late news flashes, lime and temperature reports with a smattering of poetry and a mansized measiux' of earthy wit, Uncle Ezra's Morning Edition of the Neivs is a participating featine with sponsorship limited to non-competitive accounts. Uncle Ezra himself handles all (ommercials in dialed, is not above interpolating and inlerpi cling in charadei'. Musi( of I he cowboy ballad type is parland-parcel ol ilic week-day feature. To boost listeneishij> on the new lealinc, three iranscriplions cut i)y Unde Ezra in\ilc lislciu is to shaic the fun. \\\l I AX: Fint Broadcast: March 20, 1944. Broadcast Schedule: Monday through Saturday, 5:00 7:00 A.M. Sponsor: Peruna Tonic; Kranks Shavekrceni; I e:i\ C'rei I.yptos Couj^h Remedy; Sul-Fiay, others. Station: KCMt), Kansas City, Mo. Power: 5,000 watt* (d). Population: 602.046. COMMENT: \\;iiliiii'/ ( oiidil ions liaxc (icalcd a iKiiKiidoiis siiili in woikii)!* habits, and ad\ertisers find marked increases in listenership for early morning and late evening featiues. This bonus audience is one well worth cultivating. Groceries GOOD MORNING, HOMEMAKERS Its (wood Morjiing, Homemakersl when Mary Lee laylor is heard on KIRO, Seattle, Wash., for Pet Milk Co. For the housewife ^vho is yearning for something different, the lady in the apron who is struggling o\er ration points, or the little woman hard pressed for time, there are tips galore in the Saiurdax morning C-BS half-hour feature. Homemaker laylor does more than present her listeners with nutritionally sound meals. She plans them with an eye toward the practical from the standj)oint of money, preparation time and ration points, lested recipes which stietch points, cost little, conserve fuel and time are the piece de resistance. Side dish: ad\ ice on buying food, lips on care of fresh food and left-oxers. Seasoning which adds listener spice to the fool-pioof reeipes: a warm personal it \, a sympathetic, friendly attitude. AIR FAX: First Broadcast: November 27, 1943. Broadcast Schedule: Saturday, 11:00-11:30 A.M. Preceded By: OPA Question Box. Followed By: Country Journal. Sponsor: Pet Milk Co. Station: KIRO, Seattle, Wash., others. Power: 50,000 watti. Population: 4'>2,637. COMMENT: Re( ipes I and homemaking lips i| alone clon'l account lor liu ama/ing audience' l()\ all\ to the eslablisiied women's piogram. What is m:);(' impoitant is a 240 RADIO SHOWMANSHIP