Radio showmanship (Jan-Dec 1944)

Record Details:

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WNBC is the only station in Connccti(iit and Western Massachusetts to cany complete racing results trom the major tracks. Series begins with "Howards Cleaners, nationally famous, presents the racing resume." Rettnns from one track then follow. After a middle commercial with a top word-count of 100, listeners get additional racing results. Time permitting, a few sports bulletins are thrown in for good measme. AIR FAX: First Broadcast: September, 1941. Broadcast Schedule: Monday through Saturday, 6:25 6:30 P.M. Preceded By: News. Followed By: Music. sponsor: Howards Cleaners. Station: WNBC, Hartford, Conn. Power: 5,000 watts. Population: 221,940. COMMENT: Programs aimed at a specific audience are essential to any advertiser. If that audience represents a logical market for the sponsor's product or service, the next step is to keep hammering at the sales message over a period of time. Time works wonders! GrDceries WISHING HOUR When the poet said: "If wishes were horses Beggars might ride," he wasn't thinking of Springfield, 111., if listener response to the Wishing Hour is taken on face value. For 12 consecutive months the Bunn Capitol Grocery has made daily awards of cash and merchandise to WCBS listeners for the best letters telling of wishes that came true. AIR FAX: Recorded bands are featured on the quarterhour show, with vocals by announcer Kenneth Spengler. First Broadcast: July 19, 1943. Broadcast Schedule: Monday through Friday, 6:306:45 P.M. Preceded By: Music. Followed By: Varied. Sponsor: Bunn Capitol Grocery. Station: WCBS, Springfield, 111. Power: 250 watts. Population: 80,029. COMMENT: A show which pulls mail lor one solid year must have what it takes to interest listeners. While such shows seldom go on indefinitely, the combination of human interest with the competitve angle makes such a series a sponsor's wish come true. Shoes MOTHERS OF VICTORY Behind many of the headlines stand the fighting men of the Navy. Behind them stand the WAVES. And as a rear guard for these girls are the mothers who trained them for peace, have given them instead, to war. To acquaint Louisville, Ky., listeners with the WAVES and their mothers in the community, Baynham's offers Mothers of Victory. Heard three times weekly over WINN, the show follows the interview pattern, is primarily institutional in intent and purpose. Interviews originate from the WAVE Recruiting Office, are broadcast by remote control. Program switches back to. the WINN studio with this cue: "This is your radio yeoman shoving off. So long." Commercials for Baynham's feature shoes, hosiery, handbags, other accessories from this women's specialty shop. AIR FAX: First Broadcast: June 19, 1944. Broadcast Schedule: M-W-F, 12:15-12:25 P.M. Preceded By: Baukhage Talking. Followed By: Savings Talk. Sponsor: Baynham's. Station: WINN, Louisville, Ky. Power: 250 w^tts. Population: 319,077. COMMENT: There's tricks to every trade. In radio, one of the tricks is to select a program that is well suited both to the product and to the hoped-for audience. Harmony of that type is achieved here. Advertisers also perform a patriotic service with programs of this type. Photographers IN FOCUS When Nicholas Johnston, San Francisco master photogiapher, consented to a radio interview not so many years back, he didn't realize that from SEPTEMBER, 1944 321