Radio showmanship (Jan-Dec 1944)

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der desks in outlying stores. Institutional promotion includes a signed page l)y Everett Mitchell inserted in the weekly Si-:ars pid)lication, fust Among Lis Sears Folks. AIR FAX: First Broadcast: May 15, 1944. Broadcast Schedule: Monday through Saturday, 6:15 6:45 A.M. Preceded By: News. Followed By: Morning Jubilee. Sponsor: Sears, Roebuck 8C Co. Station: WMAQ, Chicago, III. Power: 50,000 watts. Population: 3,440,420. Agency: Roche, Williams & Cunningham. COMMENT: W^hile the rural listener likes entertainment as well as the next person, farm management represents his bread and butter, and bread and butter broadcasts have a vital significance. There's no substitute for sennce when it comes to reaching the farm market. Department Stares BASEMENT BOYS More fun than facts. More laughs than learning. That's the combination which Rich's, Inc., Atlanta, Ga. department store, presents in its twice-weekly WGST feature to establish its recently enlarged and redecorated basement as the real McCoy with bargain hiuiting shoppers. What brings shoppers up to the mike for inlerviews with Jimmy & Don, the Basement Boys: a (erl ideate redeemable in merchandise anywhere in the Basemenl Store is given to ea( h person who j)asses the nnke-lesl. AIR FAX: Staff announcer Jimmy Kirby and production manager Don Naylor are the boys who keep the mike circulating among basement shoppers. Series originates with Rich's own radio department where 21 local programs are written, produced and e'lpe-vised weekJv. Rich's writer-producer is Ge~e Sample, with Ted Anthony narrator and cominentator for most of Rich's broadcasts. First Broadcast: May 9, 1944. Broadcast Schedule: T-Th, 10:45-11:00 A.M. Preceded By: Bright Horizons. Followed By: Kate Smith. sponsor: Rich's, Inc. Station: WGST, Atlanta, Ga. Power: 5,000 watts (d). Population: 1,333,200. COMMENT: Here is the type of planned radio that might well make other department stores sit up, take notice. Trained radio personnel is the first step in charting a success-wit h-radio course for retailers. Department Stares KID COMMENTATOR News, \iews and interviews are the stock-in-trade of news broadcasts, but the success of each individual offering is measured by the degree to which these ingredients make Put a dynamic, driving, former National Commander of the American Legion in charge of seven banks, and things begin to happen! President Frank N. Belgrano, Jr. (right), believes that what a bank has to sell should be brought continuously to public attention, and in liiie with that policy started a daily radio program over KROW for the CENTRAL BANK OF OAKLAND, devoted to interviews with men and women in service. Interviews are transcribed, mailed to next of kin by CENTRAL BANK to points throughout the nation. Here president Belgrano and KROW announcer, Scott Weakley, discuss Keep the Bell of Freedom Ringing in front of a captured German Messerschmidt. AUGUST, 1944 273