Radio showmanship (Jan-Dec 1944)

Record Details:

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AIR FAX: Scripted by Juanita Kemp, in narrative style, the show uses the voices of a man and woman alternately. Sound effects, incidental music, and an occasional poem add to the dramatic picture. Broadcast Schedule: Monday through Friday, 3:303:45 P.M. Sponsor: Olan Mills Studios. Station: WDOD, Chattanooga, Tenn. Power: 5,000 watts. Population: 131,000. COMMENT: Variety in {^rograiniuing is one very real explanation for the tremendous hold that radio has on the American public. For the advertiser who wants to deviate from the afternoon pattern of music or news, a series of this kind is timely, will most certainly appeal to a wide listenership. For the advertiser here, the tie-in between program title and his own business further serves to identify program sponsorship with ser\'icc offered. Transportation MAIN LINE While production is a vital factor in the war eifort, it takes railroads to transport the weapons of war, and it takes men and women to keep those trains rolling. A Main Line to Victory must be kept open at any cost. To tell the story of the men and women of America who are keeping those Victory trains rolling is the pinpose of the weekh broadcast series for the Southern Pacific: Railroad. An institutional vehicle scheduled for a 52-week run is what Southern Pacific: engineered on If) West Coast stations. Half-hour dramatic show carries firstclass entertainment and its commercial message is freighted with blocks of good will l^uilding material. On the homefront, commercials educate the public to the demands railroads are facing ckiring the wartime, and the job they are doing in serving a country at war. Among employees, the program has aided in abetting the problem of absenteeism and worker turnover. Not the least of the functions to which the commercials have been put is that of securing new employees for Southern Pacific In every case, Southern Pacific has throttled down the commercial word-count. Example: "If you're going into war work (uid ivfinl (I good-paying joJ) in a vital war industry llial is ifi business to stay lo}ig after the war ends, go to work for the Southern Piuifu . S. P. needs thousands of men and woniefi inutiediately." AIR FAX: Series is heard on 13 stations of the Don Lee Network, and the three stations of the Arizona Network. First Broadcast: November 10, 194 3. Broadcast Schedule: Wednesday, 8:00-8:30 P.M. sponsor: Southern Pacific Railroad. Agency: Foote, Cone 8C Belding Adv. Agcy.. San Francisco. COMMENT: Industry has done an amazing job in telling its wartime story to the public, and programs of this kind explain in no small measure the increased public confidence in big business. Restaurants SCANNING THE SHOWS To go out for dinner, then on to a show is the idtimatc for the housewife who has to plan three square meals a day. That Hunt's Ltd., Toronto, Ont., chain confectioners and restaurants, may be the place to which the housewife directs her steps on her c^ening out is the purpose of the CJBC weekly feature, biu Hunt's brings the show right into the family living room. Musical reviews of great shows, with stories and patter about the show, the music and interesting incidents siurounding it are what Hunt's offers for late Siuiday afternoon listening pleasme. A different show gets the spotlight each week. Musical fare includes such features as Showboat, and Naughty Marietta. Feature is scheduled for a 52week run. AIR FAX: Who scans the shows for listeners is emcee Howard Milsom. First Broadcast: May 30, 1944. Broadcast Schedule: Sunday, 7:00-7:30 P.M. Preceded By: Radio Hall of Fame. Followed By: Piano Recital. Sponsor: Hunt's Ltd. Station: CJBC, Toronto, Ont. Population: 1,744,410 Agency: Ellis Adv. Co. COMMENT: Focal radio advertisers ha\e found that what fills the bill for network sponsors can be adapted to their own communities withotu tremendous outlays. Programs here represent real contribution to local programming. AUGUST, 1944 277