Radio showmanship (Jan-Dec 1944)

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Station: WOWO. Fort Wayne, Ind.. others. Power: 10,000 watts. Population: 125,000. Agency: We theiirer Adv. Agcy. COMMENT: Always a }x)pulai radio ollerin^, music has increased in popularity with the listening audience dining these war years. Especially to be rlesired is luiity between program content, commercial, other elements which help create a mood that puts the listener in a responsive frame of mind. Dairies HOME SERVICE HOUR W hen the alarm (lock routes the family from its triuidle beds, the first things it wants to know are the time, weather leporis, and the lalesi uews. To that list, the housewife is aj>i to Add a (pieiy about ration news. It is just this ( ombiiiation that the (J()Nc;(>Ki)i A (Iri AMiR^ gi\es KSAL listeners in Salina, Ka., e\erv week-day morning at 7:;U). lrans(iil)c'd music fills in the ga]>s, and time signals are given (\(i\ fi\c miiuites. For town and farm, it's I lie llotiic S(')\'i(r Hour. Six ( oiiimcrcials present Cx)\(:()ri)i \'s story-ol ilic (lay. Each is slanted at a spc( ifi( listcnc) giouj). To Ihr jintiic) : "When you have cream to sell, you can't spend a lot of time hunting for what you think is the best market. You must know ahead of time where you can ffel fast, efficient service and top market prices. And these are the things you get at the Concordia Creamery in Concordia, Ka. Ship your next can of cream to the Concordia Creamery and get your can and check on the next return tram." Willi llic urban listenei, ( lo.xcoRDrv lakes ;i (lillcicnt angle, /'.xtini /)lc: "Unexpected guesl'i an no in onniiience when you serve Cold Nugget Sherbet, and you have a dessert that's a real treat. Call your Gold Nugget dealer at once and have him save you some coconut pinc'jpple, the Gold Nugget Sherbet of the month. If he doesn't have it today, ask him to let you know as soon as he gets another shipment from the Concordia Creamery." AIR FAX: Scripted by Etna Lou Bireline. ttie sliow is emceed by program director Herb Clartc. First Broadcast: May 1. 1944. Broadcast Schedule: Monday ttirougti Saturday, 7:308:00 A.M. Preceded By: Bob Perry. Followed By: Bit o' Clieer and Sunstiine. Sponsor: Concordia Creamery, Concordia, Ka. Station: KSAL, Salina, Ka. Power: 1,000 watts. Population: 21,073. COMMENT: Programs don't have to be expensive nor elaborate to perform an invaluable service, and to attract a wide listenership. Department Stores TOWN AND FARM In pre-radio days, the Si ARs, RoKiu CK R: Co. catalogue was apt to be the big event of the season lor many farm families. Fodav, radio brings them topnotch talent from eveiv part of the world, but Si-:ars continues to be the farmer's friend. Its most recent gesline of friendship in C^hicago, 111.: sponsorship on a r)2-week contract of a half-hour farm program (ompleteh underwritten b\ Sl.ARS. For l() months a station public service feature, Skars took on the Everett Mitchell ])r()gram without a single change in lonnat. Show is devoted to soil and crop culture, victorv gardens, scieniilic livestock raising and loocl rationing, keeps listeners posted on latest information from OPA. W'PB, and the r. S. Department of Agriculture, takes up other topics of interest to l^ouni tnid I'fin/i. ilome economist Fois Sc bene k presents the latest news on food conscrvalion and jjicpai at ion as a portion ol the show three times weekly. Fune-in reminders include 2()-linc insiits at the head of the station's clailv ad in the (ihicago Daily Xcws. and three (lailv siaiion break a n noii n c c men t s. Sl.ARS also plans a |)age in its loilhcoming catalogue clevoied lo I he Town (ind /•'(inn l)yoi^){ini. lentative plans also include postei promotion al catalogue oi 272 RADIO SHOWMANSHIP