Radio showmanship (Jan-Dec 1944)

worthy lor the (ilation. Alter each broadcast, the W()?nan of f/ie Day is taken to the Emporium's Photo Studio where her picture is taken. Later she makes her selection from 12 proofs, and one print goes to the Woman of the Day. A duplicate ]3rint is placed in the roster of Patriotic Women of t/ie Day which is just outside the Emporium Community Assembly Room where the broadcasts originate each day. Purpose of the series, according to H. B. Fairbanks, publicity chrector for the Emporium, was fourfold: to lend the use of the radio program to promote citywide interest groups; to appeal to the average ^voman by glorifying each day some average woman who is doing an outstanding job in helping the war effort; to lend the use of the program to any official city planning groups endeavoring to promote a better, cleaner, more attractive city, and lastly, to actively promote the Emporium and its wide assortments, excellent service, reliability, pleasant shopping facilities, and local ownership, AIR FAX: Community Hostess Irene Brand scripts the series, contacts the civic organizations, and femcees the program. First Broadcast: October, 1943. Broadcast Schedule: Monday through Saturday, 11:30-11:45 A.M. Station: WMIN, St. Paul, Minn, Power: 250 watts. Population: 329,007. COMMENT: For its widespread appeal, a program of this type has much to recommend it, is a super-charged institutional offering which most certainly will build a wide listenership and stimulate store traffic. All to the good are the numerous showmanship devices incorporated into the feature. SAMPLE SCRIPT AVAILABLE Furriers BERT KING'S STARS OF TOMORROW In Paterson, N. J., WPAT listeners don't see stars, they hear them. What makes a hit with the amateurs who perform at the Hyway Theatre's Fri day nighl, hoin-long show in Fairlawn, N. J., is that the program is transcribed, then broadcast the following day. What swamps the mails with recjuests for auditions are the cash prizes awarded by Alaska Furs. Program plugs Alaska Furs' two stores, one in Paterson, the other in Passaic, and while the contract was scheduled for 13 weeks, Alaska Furs began renewal negotiations before the midpoint in the series. Emcee of the series: Fabian Theatre Circuit public relations man Bert King. air FAX: First Broadcast: March 4, 1944. Broadcast Schedule: Saturday, 6:00-7:00 P.M. Preceded By: News. Followed By: News. Sponsor: Alaska Fur Co. Station: WPAT, Paterson, N. J. Power: 1,000 watts. Population: 139,656. COMMENT: In population centers sufficiently large to guarantee an ample supply of amateur talent, the amateur show is a good bet for almost any ad\ertiser. (For pic, see Showmanscoops, p. 236) Gasolines NEWS IN SPORTS Baseball fans in St. Louis, Mo., don't shout Kill the JJjnpire. When they have a grievance, or think they have, the Shell Oil Co. gives them a chance to get it off their chests through a week-day radio series heard over KSD. Fans send in questions about strategy and plays of the two local major league ball teams, and once a week the managers of the two teams answer the criticisms or questions that listeners pitch to them. While the series is heard five times weekly, three times under the banner of the WiLDROOT Co., it varies from the straight News in Sports format only on Tuesday and Thursday when Shell has front-row grandstand seats. Tuesday night fan-fare: baseball expert J. JULY, 1944 245