Radio showmanship (Jan-Dec 1944)

lUAL Fire Insurance Co. General framework of the program is musical with featured participations by such war service organizations as the Red Cross, and the WAC recruiting office. Rationing reports are included, and Treasury Song Parades are used to push W'dY Bond drives. On occasions such as the Fifth War Loan Drive, bedside interviews are conducted with wounded veterans at Billings General Hospital in place of the customary interview participations by war service groups. In keeping with the general tone of the program, Grain Dealers has keyed most of its copy along the line of fire prevention and the patriotic aspects of wartime care in preventing the loss of property through fire. Likewise, in keeping with the nature of the program, Grain Dealers offers a full color war map of the world as a free give-away to interested listeners. Copy planner for Grain Dealers is O. M. Earl who does not design or exploit the program in any manner as a direct sales producing device. Its chief function for Grain Dealers: a public good will instrument through the use of which the sponsor cultivates extended good will among the executives of the \arious war service organizations. air FAX: Station account executive is Don Menke. Scripted by continuity editor Hugh Kibbey, the show is a quarter-hour feature. Commentator LyeM Ludwig is identified as "your host for Hoosiers at War." First Broadcast: July, 1943. Broadcast Schedule: T-Th-S, 5:30-5:45 P.M. Sponsor: Grain Dealers National Mutual Fire Insurance Co. Station: WFBM, Indianapolis, Ind. Power: 5,000 watts. Population: 422,666. Men's Wear TEN O'CLOCK NEWS When Foreman 'k Clark, "world's largest upstairs clothiers," took on sponsorship of Chet Huntley's Ten O'clock News, it didn't hide its light under a bushel. Personal letters were sent to the home addresses of Foreman & Clark employees in Oakland and San Francisco (Cal.) stores. For all mail and packages, a colorful package insert, postcard size, was prepared with Huntley's photograph as well as time-and-station data. For window shoppers. Foreman & Clark devised a window exhibit with a background of world maps and photographs of battle front correspondents to highlight a news teletype machine carrying late bulletins. Enlarged photoposter of commentator Huntley called attention to the Ten O'clock News. Numerous personal appearances at which newsman Huntley was the featured speaker added the personal touch. To top it off, Foreman & Clark employees were introduced to Huntley at special morning meetings held in prebusiness hours. Display newspaper advertisements and courtesy announcements also contributed to the build-up. air FAX: Scheduled on a 52-week basis, the series is heard five times weekly. Topflight newsman Huntley is the winner of the 1943 George Poster Peabody Radio Award, and Variety's 1944 Showmanagement Award for his program series, These are Americans, dealing with inter-racial tolerance. First Broadcast: June 14, 1944. Broadcast Schedule: Monday through Friday, 10:0010:15 P.M. Sponsor: Foretnan & Clark. Station: KQW, San Francisco, Cal. Power: 5,000 watts. Agency: Botsford, Constantine 8C Gardner, Los Angeles, Cal. COMMENT: Seeds j^lanted now will definitely lessen sales resistance, pave the way for sales-producing contacts in the post-war era. Definitely a prestige builder, a program series of this kind creates a maximum amount of good will for its patriotic minded sponsors. COMMENT: Advertisers have found that a radio series serves as an effective sales stimulant among employees. When such an offering becomes a part of a coordinated advertising campaign, it serves a useful purpose on many fronts. (For pic, see Showmanscoops, p. 308.) SEPTEMBER, 1944 317