Radio showmanship (Jan-Dec 1944)

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AIRING THE NEW New radio programs worth reading about. No result figures as yet. Beverages CLEM LANE While the cub reporter in the news room may quake when the city editor speaks, Chicagoland listeners settle down for a quiet chuckle or two when Cle?n Lane, city editor of the Chicago Daily A^eios, sits down at the microphone for the Atlas Brewing Co. For 15 minutes they live the life of one Oxie O'Rourke, curbstone commentator, humorist and philosopher, a Clem Lane creation. Commercials in the same vein spot the opening and closing minutes, with a center continuity to break the patter. Example: Even Mr. Webster, the big dictionary man, hasn't words enough in his book to portray the golden-goodness of Atlas Prager Beer. It's simply taste-elatin', thirst-abatin', flavoratin' . . . the best beer in tonn! Have some right now. It's great with a snack, it's great by itself. Fill your glass and thrill your taste with Atlas Prager . . . GOT it? Atlas Prager . . . GET it! Repetition of the phrase, "Atlas Prager . . . (\Or it? Atlas Prager . . . (jET it!" provides the punch line for su((essive i)roadcasts. AIR FAX: First Broadcast: May 5, 1944. Broadcast Schedule: Friday, 9:00-9:15 P.M. Preceded By: Coronet Story Teller. Followed By: Top of the Evening. Sponsor: Atlas Brewing Co. Station: WENR, Chicago, 111. Power: 50,000 watts. Population: 3,440,420. Agency: Arthur Meyerhoff 8C Co. COMMENT: Repetition of key phrases in all commercial copy is one excellent method bv which the advertiser creates an indelible impression on the listener's mind. More than one business success has been built on just that. Beverages LAZY LISTENIN' For most people 10:30 P.M. is a lazy, relaxing kind of time. To add a bottle of Lazy-Aged Old Crown Beer & Ale to that pre-bedtime moment of relaxation, the Centlivre Brewing Corp., Fort Wavne, Ind., took to WOWO. Drawling-tongued announcer Art Lewis, rolling his "I's" over a lazy-sounding phrase, ''Lazy-Aged;" in the shadowed, musical background, the music of Guy Fitzimmons and his 11 -piece orchestra; against this musical l)ackdrop, the songs of today and yesterday sung in languorous tones by Marianne Young and the comely Three Shades; a genial host, Jim Westover, to weave a relaxing tale or two. Put all these ''Lazy-Aged" elements together and you have Lazy Listenin'. One big item breaks the quiet, lazy atmosphere of Lazy Listenin' , and that's the merchandising behind the campaign. Comments account executive Lou Westheimer, of the Westheimer Adv. Agcy.: "This campaign has reached network proportions." But unlike Topsy, who "just greiu" what established this series with a wide listening audience in jigtime was the merchandising campaign behind it. Feature is recorded from WOWO's live talent broadcast, then sent for rebroadcast to WTOL, Toledo, O.; WLBC, Indianapolis, Ind.; WTRC, Elkhart, Ind.; WLBC, Muncie, Ind.; WHBU, Anderson, Ind.; WASK, Lafayette, Ind.; WKMO, Kokomo, Ind., and WKBV, Richmond, Ind. To each station goes special publicity kits covering suggested pre-announcements, news releases, and newspaper ads. Weekly releases to newspapers in the areas covered also swell the listening audience. air FAX: First Broadcast: May 8, 1944. Broadcast Schedule: M-W-F, 10:30-11:00 P.M. Preceded By: Henry J. Taylor. Followed By: Richman Brothers News. AUGUST, 1944 271