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WHAT THE PROGRAM DID FOR ME
This is the businessman's own department. RADIO SHOWMANSHIP invites radio advertisers to exchange results and reactions to radio programs for their mutual benefit.
Bakeries
A SONG IS BORN "Langixdorf United Bakkries have two Pacific Coast network shows at the present time. One of these is a half-hour wx'ekly program on Monday nights called A Song is Born. This series is designed to bring to the listening public, and through competition, publication of the better songs written by amateur song writers. We also air three times weekly a half-hour dramatic serial, Red Ryder.
"In addition to these network shows, we use for the Langendorf account an early morning news broadcast, a jtivenile strip show, and numerous spot announcements.
"W^e are the largest placers of radio lime on the Pacific Coast, and are firm believers, as are Langendorf United Bakeries, in the extensive use of radio in ad\eilising."
MALCOLM F. TARPEY Pacific Coast Advertising Co. San Francisco, Cal.
AIR FAX: Sponsorship of the KQW 6:45 A.M. News inaugurated May 1 by Langendorf, marked an innovation in the air advertising of this veteran radio account. Don Mozley newscasts the series. Sponsor: Langendorf United Bakeries. Agency: Pacific Coast Advertising Co., San Francisco, Cal.
COMMENT: Market j)tiutral ion wilh radio is to a large exlent deteiniined b\ how wide a wedge in llie total a\aiial)le audience the ad\cnisci cm ( ui out for hiinscll. A \;nic(I piogiam schedule makes lor ;n ca doiiiinai ion.
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YOUR AMERICAN HOME 1 Ins pro
giain lealures what is desciibed as 'inusu \(>) liomt'-loi'ini! . h/u'iK (in\' , and llie se
250
lections are usually semi-classical oi ballad t\pe, pliLs some light opera. .V short talk of from four to five minutes on a \ariety of subjects includes informatipn on home furnishing, new developments in fiuniture, and wartime restrictions on furniture production and sale. Usually some mention is made of the sponsoring organization, the Furniture Retailers' Ass'n of Southern California.
"Advertising is of the institutional type, and is designed to explain the purposes of F.R.A. to the radio aiulience. and b\ indirect methc:)ds, to prospecti\e members of the Association. From time to time, new plans to foster increased retail sales of furnitiue will be explained. Mowe\er, F.R.A., organized only last December, will use the series ])iimaril\ to gain increased prestige.
"From time to time, F.R.A. representatives and authorities on home furnishings are to make personal appearances. Listeners will be urged to trade with F.R.A. members, and prcjgrams stress the F.R.A. emblem displayed in member stores. Short spot annoiuucments. newspaj)er advert isemenls and window caicls publicize the program series."
WILLIAM H. WELSH Allied Advertising Agencies Los Angeles, Cal.
AIR FAX: Scripted and voiced by Bill Welsh, the 25-minute series is scheduled for a 52-week run. First Broadcast: April 10. 1944. Broadcast Schedule: Monday, 9:05-9: iO P.M. Preceded By: News. Followed By: Music.
Sponsor: Furniture Retailers' Ass'n of Southern California.
Station: KMPC, Los Angeles, Cal. A:^ency: Allied Advertising Agencies.
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RADIO SHOWMANSHIP
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