Radio showmanship (Jan-Dec 1944)

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225 JjumAxJubiuL "STAND BY, AMERICA" is history "come to life." It's Commodore Matt Perry slugging it out with the Japs on the after-deck of his ship . . . it's a breathtaking flood in the Johnstown Valley . . . it's Eddie Rickenbacker pumping bullets into the bellies of six German Fokkcr planes. "STAND BY, AMERICA" has smashed sales records for one sponsor in 18 markets, is now available for use in other cities at sensationally low price, via transcriptions. This series shows how America met similar problems of today in other years . . . how people of all races, creeds and colors helped to build a mighty nation. It's the program EVERY American wants to hear. Write or v^ire for audition samples. Mention Radio Showmanship, please! Kasper-Gordon, Inc. 140 Boylston Street BOSTON 16, MASS. Otic Of 7 //(• Country's Largest Producers Of Sitcccisful Radio Profiratns en ha\e icporlccl splendid lesnhs with news programs conducted by a feminine commentator. WomEn's Wear MUSIC When the Darling Shop, Memphis, Tenn. clothing store, decided to branch ont, open up a new store, it had the problem of mo\ing its customers Avith it to the new address. It was something that might have stumped Hercules, but not radio. Each morning at 6:45 early risers get a quarter-hour of faxorite times over WMPS. Commercials plug the new address along with some featured bargains. Ha\ing started the da\ right . Darling's presents a five-minute single time feature at 12:30 P.>f., same purpose, same station. With a 4:25 P.M., tenminute section ol the Battle of the Ihnids, Darlinc; signs oil for the da\. (lomplete schedule: six cjuarter-hours, fixe ten-minute shows and fixe fixe-minnie periods each xveek. Kxiden(C' thai ihe schedule designed to reacli all dilleiciu aiidieiuc lyjK'S was lailoi-made: Darlinc; managemeiU repoits that l)iisiness was greater the first ixvo xveeivs in the nexv location than it had excr been in any gixen pei iod prex iouslx'. .\s a (onsecjuencc. ihe new localion is to be i"et;tine(l, and llic old localion w\\\ operate imdei a dilleicnt name. air F.\X: Iir$l Broadcast M.iy. 1944. Sponsor: D.irling SFiop. Station: WMPS. Moiiiphis, renii. Poncr: LOGO u.itts ( d I . r<.fynl„lion: i2 1.8''>0. COMMENT: A lieaxy schedule staggeiccl to Kiuli the gieatest portion ol the total listening audience is the (|nick xvay lo get a jol) done. 284 RADIO SHOWMANSHIP