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at the News luitli Lynden under the sponsorship of the Washington Co-operative Egg & Poultry Ass'n, packers ol Lynden Chicken. Commentator is Dr. Wallace Sterling, j^rotessor oi modern history at California Institute of Technology. Early morning news interpretation is heard at 7:45 A.M. through KGDM, Stockton, Cal.; KQW, San Francisco and KROY, Sacramento. KOIN, Portland, and KFPY, Spokane, carry the show at 9:30 and 9:45 A.M., respectively.
AIR FAX: First Broadcast: July, 1944.
Broadcast Schedule: Saturday, 7:45-8:00 A.M.
Sponsor: Washington Co-Operative Egg dC Poultry
Ass'n.
Agency: Pacific Nat'l Adv. Agcy., Seattle, Wash.
COMMENT: Who listens to luhat is to a large extent determined by working and living habits. News analysis in contrast to straight reporting is a type of program that has largely been conspicuous by its absence in early morning programming.
Groceries
ANDERSON'S FOOD REPORTS Until not so long ago, it was the unusual housewife who had so much as heard of Anderson Brothers, Salina, Ka., food wholesalers, but food retailers in the territory knew Anderson's as headquarters for fresh fruits and vegetables in season. 1 o do a good turn for its retailers, Anderson's turned to KSAL and a daily five-minute commentarv on fruits and vegetables.
Now% when the housewife sits down to make out her market list for the day, she really knows her onions. Each broadcast highlights what produce is on the market, what fruits and vegetables are at their peaks, other pertinent facts. References to Anderson's are a part of the script itself. Example: "Summing up our food report, this is what we hax)e: Strawberries and pineapple for canning . . . canning now, rather than later; grapefruit for breakfast, and fresli vegetables for appetizing salads. Plan to
get them today at your grocer's. He'll have them if he gets his fresh fruits and vegetables from Anderson Brothers of Salina."
Placards in all retail stores serviced by Anderson's suggest listeners tune-in to the daily food report.
AIR FAX: Ema Lou Bireline gives the daily reports on what's new in fresh foods. First Broadcast: May 8, 1944.
Broadcast Schedule: Monday through Saturday, 9:309:35 A.M.
Preceded By: Dorothy Day. Followed By: Market Report. Sponsor: Anderson Brothers. Station: KSAL, Salina, Ka. Power: 1,000 watts. Population: 21,073.
COMMENT: Dealer good will is the cornerstone for wholesalers generally, and radio has earned a five-star rating from wholesalers who want to keep the dealer good w^ill potential hitting on all fours, also expand retail outlets.
Heating Supplies
FOOTBALL The Kalamazoo Direct to You slogan made famous by the Kalamazoo (Mich.) Stove & Furnace Co. had real meaning for football fans unable to attend the University of Michigan games. Over WKZO, Kalamazoo Stove &: Furnace brought listeners play-byplay descriptions of the games of the 194.^ season.
Kalamazoo Stove k Furnace Co. used the series of broadcasts (1) to ^ive the man behind the man-with-thegun much needed relaxation, and (2) to pass on Office of War Information messages to listeners. Engaged 100 per cent in war work, Stove k Furnace took on the broadcast series as a part of its all-out effort to boost morale and aid home front war effort. At the half-tiiTie, a five-minute newscast kept listeners posted on what was what beyond the gridiron.
Kalamazoo Stove & Furnace advertising manager Jack Hilmert hued to the institutional line when commercials
SEPTEMBER, 1944
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