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WHAT THE PROGRAM DID FOR ME
This is the businessman's own department. RADIO SHOWMANSHIP invites radio advertisers to exchange results and reactions to radio programs for their mutual benefit.
Beverages
DAN DUNN SECRET OPERATIVE NO. 48 "We have s|X'iu many years, and much money Iniilding the name oi Royal Crown (^oi.a, and while it is true that now we are selling all that we are allowed, the fickle public will easily forget us if we are not careful to keep that name alive.
"With that in mind, we bought Dan Dunn for three reasons. First, we were looking for a show that would appeal to the future Mr. and Mrs. Jones of America. They're kids now, but in just a few short years they will represent the buying forces of this country. Dan Dunn answered that description.
"Next, we felt that the cost was reasonable, that the purpose we wanted to accomplish woidd be in line with the amount of business we are able to do. And lastly, we wanted something timely. We picked the 5:'M) P.M. time because it followed The Lone Ranger. "Dan Dunn did a fine job, and we expanded its use to cover Gastonia. over WGNC:."
FRANCIS M. FITZGERALD Royal Crown Cola Co. Charlotte, N. C.
AIR FAX: When the daily paper is thrown on the doorstep, it's a safe bet that for many readers, news takes second place. What gets the top billing is the comic section. And to millions of Americans, Dan Dunn, Secret Operative No. 48, is the fair-haired darling of the comics. When Dan Dunn hit the airwaves, therefore, he was already an American institution. Sponsors for this transcribed feature have a series which, in newspaper form, was ranked among the first 12 cartoon strips in public popularity. Dan Dunn, Secret Operative Nt>. 4S, opens with action, and the action continues throughout the series. Smashing of a spy ring is covered in the first 39 episodes. Remaining J9 programs cover three different sequences split up into 13 episodes each.
Among the sponsors who have given this supersleuth top billing are the HIRES BOTTLING COMPANY OF CALIFORNIA: HYGEIA MILK PRODUCTS COMPANY OF TEXAS. COBURG DAIRY, Charleston. S. C, and ROYAL CROWN COLA, Birmingham, Ala.
Promotionotions: poster stamp sets of LJnited States Navy Aircraft Squadron Insignia, with albums may be used as a self-liquidating item with the juvenile audience. Newspaper ad mats, membership cards, advance teaser-spot announcements, publicity stories, and window display cards are available. Type: Transcription. Episodes: 72. Time Unit: 15 Minutes. Appeal: Juvenile and Adult. Producer: Kasper-Gordon, Inc.
COMMENT: When radio ad\ertisers assume sponsorship of a series which is already known to the public, much of the fuss and bother of a lengthy build-up is eliminated, and the advertiser doesn't have to wait se\eral months for results.
Finance
CITIZEN'S FORUM "Broadcast over KNX every Thursday e\ening, Citizen s Forum is an open forum discussion gioup. Each week we select a different topic, one that will interest the greatest number of local peo
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"I he (irsl l)i()a(l(asl was (omprised oi a panel of ( i\ i( cxpeils who discussed the subject. What is the Future of Los Angeles? Subsequent programs ha\e (oncerned sudi topics as the future of a\ialion lor this aica. and a discussion of a moot |)()inl. 117/^// About Russia? VERNE EASTMAN Hixson-O'Dontiell Adv., Inc. Los Angeles, Cat.
AIR FAX: Half-hour round-table discussion sponsored by the Citizens National Bank as an institutional gesture was scheduled for 1 3 weeks. htrsi Broadcast: March 30, 1944.
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RADIO SHOWMANSHIP