Radio showmanship (Jan-Dec 1944)

Manufacturers G.E. PLASTICS Production is more than a matter ot raw materials and physical equipment with which to convert steel into the tools of war. To produce on a scale large enough to wage total war, the men and women who operate the machines must be driven by an urge to keep the supply lines moving right up to the moment of Victory. In Pittsfield, Mass., some workers in the G.E. Plastics Division tended to share the feeling of confidence that had swept the nation. Those motivated to work in the plant for patriotic reasons were inclined to feel that the war was indeed won, and that further efforts on their part were not needed. The housewife who had been taking a four-hour shift at the G.E, in addition to her home duties felt justified in laying-off because of fatigue. The real picture was something else again. Help was vitally needed for the production of vital war materials. Question which G.E. Plastics Division posed to AVBRK: "What can you do to point out to public the fact that the battle is not won, and that it can still be lost if war production is not maintained at a high level?" AV^hat AVBRK achieved was a blend of human interest, drama, and hometown pride. G.E. workers themselves tell others in the WRBK coverage area why they man G.E. machines. Employees who had lost sons in the service, oldsters 60 years of age and over, j^eople with farms or important businesses to riui biu who also devoted time to the war industry, and boys back from the fighting front who were working as hard as they had fought, all of these jjcople had \ital reasons lor keeping production up. All of them wanted the war over, and in a liurry. For them, war [>rodu(tion was translated into terms of saving lixcs, the lives of their own children and theit own families. F'ive-minute transcribed interviews with such workers were aired for WBRK listeners over a six-week period. Twice daily, Monday tlnough Saturday, the sloiics ol ilusc workcis tiauslalcd wai production into the flesh-and-blood language of the common man. AIR FAX: First Broadcast: April, 1944. Broadcast Schedule: Monday through Saturday. 12:55-1:00 P.M.; 6:50-6:55 P.M. sponsor: G.E. Plastics Division. Station: WBRK. Pittsfield, Mass. Power: 250 watts. Population: 5 3,890. COMMENT: A program of this t)pe performs a threefold service. While it is Grade A public relations, it also is excellent for building employee morale. At the same time, it will almost certainly turn-up a few more job applicants. SAMPLE SCRIPT AVAILABLE Merchants' Assnciatiuns HI NEIGHBOR To man, gregarious b\ nature, the phrase Hi Xeighbor is one of the friendliest greetings in the English language. And those are the words which GKW'S listeners hear three times weekly when the hand of friendship is put out to three neighboring communities in the vicinity of Kingston, Out., each of which lacks its own radio station. Now in its second year, the series originates in Kingston. Each program is for and about a specific locality. Merchants in each commimity sponsor the feature on a participating basis, and many of them ha\e put the Good Neighbor policy into play for 18 months without a break. AIR FAX: First Broadcast: November 1, 1942. Broadcast Schedule: M-W-F, 5:30-5:55 P.M., for Belleville, Ont., M-W-Th, 2:15-2:45 P.M., for Smiths Falls, Ont., M-W-F, 12:451:00 P.M., for Perth, Ont. Station: CKWS, Kingston, Ont. Power: 1,000 watts. Population: 3 3,296. COMMENT: Shoitages of frequencies and eciuipment keej) many a progressive town from ha\ing its own radio station iacilities. Ilere is an excellent solution lo ihe dilemma which builds listeners for I he si;ili()n and sales lor the ad\ crtisers. 242 RADIO SHOWMANSHIP