Radio showmanship (Jan-Dec 1944)

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Broadcast Schedule: Thursday, 9:50-10:00 P.M. Sponsor: Citizens National Bank. Station: KNX, Hollywood, Cal. Power: 50,000 watts. Population: 1,504,277. Agency: Hixson-O'Donnell Adv., Inc. COMMENT: Naming a new i)al)v is a (inch compared to picking the right jiom-de-phime for a radio offering. Brevity is desirable. But when the title also (onveys some idea of the program content, and has a direct tie-in with the sponsor, the search is definitely over. Electronics TWO TON BAKER "Our client, the Raulani) Corp., is sponsoring Two Ton Baker from 8:15 to 8:.^() A.M., Monday through Saturday, on a 13-week basis. The same client is also sponsoring a series of daily broadcasts over three other Chicago, 111., stations. "For the latter stations, dramatized programs emphasizing the importance of electronics in the war efibrt have been transcribed. The entire broadcast series is directed at procuring employees for Ral'LANd, one of the largest manufacturers of secret electronic devices in America." R. R. KAUFMAN Lieber Advertising Co. Chicago, III. AIR FAX: Songs and piano numbers malce up the Two Ton Baker show. First Broadcast: May 2, 1944. Broadcast Schedule: Monday through Saturday, 8:158:30 A.M. Preceded By: News. Followed By: Network. Sponsor: Rauland Corp. Station: WGN, Chicago, III. Power: 50,000 watts. Population: 3,440,420. Agency: Lieber Adv. Co. COMMENT: W^ieii the supply of fulltime workers ran out, employers had to reach a group who had not been trained to the ( lassifirds, whose onlv moti\e foi work was patriot i(. It is this group in particular that radio has effectively reached. Such broadcasts also help keep those already employed on the job, thus contribute to a reduction in worker turn-over. 0. TELE-CASTS Things are happening on the television front of interest to advertisers and to agencies. Department Stores DON MC NEILL'S SUPPER CLUB When Marshall Fikld K: Co., Chicago, 111., took its first whirl in the newest cjf ad\ertising media to promote the newest in fashions, it didn't have long to wait for proof of the television potential. Bright and early the next day, several customers came in to the 28 Shop to see at closer range the dresses shown in the previous night's television show. The first commercially sponsored television show in the middlewest, the half-hour program feattired a cast of 15, with Don Mc Neill as emcee. Models displayed the latest styles available in Marshall Field's 28 Shop. Nearly 200 WBKB guests viewed the show. Newspaper space invited Chicago audiences with television sets to inspect the Marshall Fikld fashion parade in their ow^n homes. Emphasis was put on the fact that with the new medium, Marshall Field would later be able to make such feattires a regular part of its ctistomer service. air FAX: Music supplied by the Three Romeos, along with Nancy Martin who sang and played her own accompaniment was a part of the show. Bert Allerton did a few magic tricks. First Broadcast: May 5, 1944. Broadcast Schedule: Friday, 30 minutes. Sponsor: Marshall Field 8C Co. Station: WBKB, Chicago, III. Agency: Ruthrauft 8C Ryan. COMMENT: While television has not yet emerged as a full-fledged ad\ertising mediinn, the possil)iIities are obvious to those accustomed to thinking in terms of visual impression. Programs based on personalities are bound to be staples of immediate television fare for some time to come. AUGUST, 1944 281