Radio showmanship (Jan-Dec 1944)

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Finance WHAT'S IT LIKE C^uide books and encyclopedias give the bone-dry facts aboiu far-flung fighting theaters of this wai, but a great deal more unofficial and intensely interesting information comes to the folks at home via letters from millions of GI Joes and Josephines. With just such letters from local men and women in service for sc:)urce material, WKZO listeners in and around Kalamazoo, Mich., were taken on a 13-week tour of the battle fronts by the First National Bank & Trust Co. Each quarter-hour was devoted to some one fighting front, and listeners who wondered What's It Like? got first hand information on Italy, England, Australia, Alaska, other war zones. Letters from local people in each area were read on the program. Typical program covered the front-of-the-week by means of letters from ten to a dozen local pec^ple. Comments account executive Carl B. Schoonmaker, of Staake & Schoonmaker Co., "Everyone contacted for letters was more than willing to cooperate, and program interest was high throughout the series. The program was put on the air purely as an institutional community service project, and no attempt was made to check business gain." In line with the institutional intent, commercials urged listeners to buy more War Bonds, stay on the job, and to do a better job of writing letters to the men and women away from home. Local newspaper space and bank window displays at the main downtown intersection promoted the series. air FAX: Two or three male voices read the letters, and a woman commentatDr supplied continuity. Recorded music, appropriate to the locale from which the letters came, filled in background and transitional phrases. Scripted by Mrs. Terry Morris, the series was produced by the WKZO staff. Broadcast Schedule: Weekly, for 13 weeks. Sponsor: First National Bank & Trust Co. Station: WKZO, Kalamazoo, Mich. Power: 5,000 watts. Population: 59, J 11. Agency: Staake 8C Schoonmaker Co. COMMENT: Service programs of this kind play a significant part in the war elfori, ic'j)resent an important wartime function of achertising generally. Hearing Aids EASY LISTENING For the hard of hearing, radio otlerings to be eflective must lie designed for Easy Listening. That was exactly what the Telex-California Co. (hearing, device) set out to achieve in its weekly musical cjuarter-hour series on KHJ, Los Angeles, Cal. Scheduled for a 26week run, the program was designed especially for those for whom the world of sound is for the most part a monotone. Commercials stressed the fact that with a Telex-California hearing de\'ice, all listening was Easy Listening. air FAX: First Broadcast: May 6, 1944. Broadcast Schedule: Saturday, 5:15-5:30 P.M. Preceded By: News. Followed By: Music. Sponsor: Telex-California Co. Station: KHJ, Los Angeles, Cal. Power: 5,000 watts. Population: 3,497,074. Agency: Henry W. Welsh Adv. COMMENT: While a product may be one that appeals only to a limited audience, a program designed to reach a wide listenership nets the acfvertiser valuable word-of-mouth advertising. Manufacturer 16 MILLIMETER MAGIC When the Vic: lOR Animatograph Corporation set out to accomplish three wartime aims, it didn't attempt to do the trick with mirrors. It achieved its goal with 16 Millimeter Magic instead. While Victor has nothing to sell the public, its woe program is achieving imj)ortant w^artime objectives in Daven AUGUST, 1944 275