Radio showmanship (Jan-Dec 1944)

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hot copy for a specific listener grou}). With the teen age group, there's nothing ^ hotter than that what's what in the higfi school world. To make its Cam pis Shop the hub of high school activities. Henry C. Lytton & Sons (The Hub) , Chicago, 111. department store, offers a Kid Commentator whose Saturday morning program is devoted to high school news and interviews. Commercials for teen agers are designed to promote the Hub's Campus Shop. Heard on a 52-week schedule, the program features 16-year-old producercommentator Al Hattis, assisted by kid annoinicer Ed Wiebe and girl commentator Jo Ann W^etzler. Series was first signed bv Hub for sponsorship two years ago. AIR FAX: First Broadcast: Decembw 19, 1942. Broadcast Schedule: Saturday, 11:30-11:45 A.M. Preceded By: Music Goes Round. Followed By: Ask the Army. Sponsor: Henry C. Lytton 8C Sons (The Hub). Station: WJJD. Chicago. III. Power: 20,000 watts. Population: 3,440,420. COMMENT: There's wisdom to a consistent, long-range campaign directed at the small fry when the product or service involved is one of direct interest to the downy cheeked. Newspapers WELCOME WAGON When newcomers arrive in Dayton, ()., the town doesn't get out the f3rass [)and, but it does get out the Welcome Wagon. Once weekly, newcomers gather in the WING studio for a half-h()iu Welcome Wagon broadcast, sponsored by the Dayton JournalHerald. There strangers mingle with oldtime Daytonians, Journal-Herald representatives, other civic leaders who \n\\ out the hand of liicndship h)i llie Boy Scouts, YMCA, oilur su( h organizations. Informal (hit-(hal, inuoduction ol ii{\v(()in(is (with a corsage for each from the loiiinal-IIerald), and interviews with special guesis arc pari and parcel of the series, lalcnlcd newcomers also perform hcloic the nnciophone. Occasional brief messages of welcome from the Mavor. Jouvnal-I lerald executives, others of that ilk, roiuid out the format. Musical backgroiuid: a four-piece orchestra and vocal selections by Welcome Wagon hostess, Virginia Patterson. On the theory that what is worth doing at all, is worth doing well, the series is merchandised to the hilt. Featine stories, and 2x5 ads in the JournalHerald keep up the weekly tune-in. For special shows such as that from the new YMCA auditorium in honor of the Y Centennial, special stories and pictures are featured in the newspaper. On broadcast days, program-prevue colinnn blossoms forth with a special write-u}). Once a month there is a special show at the Seville Restaurant a la Breakfast at Sardi's, with luncheon, corsages, et al. Dayton merchants give prizes. When Welcome Wagon hostess Patterson pays a neighborly call on each newcomer, a l:>lotter with time-and-station data is left at each home. Cc:)pv: Hello, neighbor, we hope you've come to stay! Don't hesitate to call if we can serre in any way. And whether you're here for keeps or just a little while. You'll always find good conpany at 1410 ON YOUR DIAL! Newcomers ayv then reminded of the weekly hall-hom feature. AIR FAX: Staff announcer Jack Wymer assists in broadcast chores. First Broadcast: May, 1944. Broadcast Schedule: Thursday, 7:30-8:00 P.M. Preceded By: Hollywood Star Time. Followed By: News. Sponsor: Dayton Journal-Hera'.d. Station: WING, Dayton. O. Power: 5,000 watts. Population: 3 58,688. COMMENT: Cood neighbor policies begin at home. For the advertiser, a series of this kind prc3vides an opportunity to set up a pattern for buying before shopping habits are ift; vet formed. For this particulai sponsor, the program gi\es its achertisers an effective boost, and at the same time builds readershij) and circulation. 274 RADIO SHOWMANSHIP