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Drds and news on VV^IND, starting at nidnight every night. This program had been running for a long time on the 1 station and it was the only program of Bts kind in Chicago. Since the war, with Hts many work shifts, the program has BduIU a considerable added audience. Inriterspersed with the stiaight announcements, the Atlas Prager song is used frequently on the show, as well as, of :ourse, the "Got it? Get it!" line. k Atlas Prager sponsored the profes1 iional football games of the Chicago Bears, broadcast exclusively over WIND. They will sponsor these broadcasts again this season.
Also, in the line of sports, the advertiser has a program called. The Atlas Prager Sports Reel. Studs Terkel writes nd delivers the show; Leo Fisher, sports ditor of the Herald-American, pro\ides the material, and a Sports Results Service supplies the scores. Showmanship has
• (Below) . . . While Thomas J. Doyle, vice
^resident of the ATLAS PRAGER BREWING
OMPANY, and I. J. Wagner, vice president
f OLIAN ADVERTISING COMPANY, dis
Rl:uss a few angles of the current show, pretty
;/f daughter, Audrey Doyle, looks on.
been a big pari ol the siucess ol ihis program, too. It's on at a good listening time: from ():05-():ij P.M., Monday through Friday, following a 5-minute newscast. Terkel is a real discovery. He had been a radio actor around town and had done some radio writing. He hdppens to have as a hobby, a consuming interest in sports (particularly baseball), and a side-of-the-mouth delivery which is ideal for a sportscaster. He sounds regular and authoritative.
% AV'hile there are only two brief commercials in the program, there are a number of devices for reminding the public that it's an Atlas Prager show. There is a feature story always introduced as the Atlas Prager Sports Highlight. There are sports predictions given by a mechanical soiuid effects contraption known as the Atlas Prager Predictor. 1 here is a question box for the fans headed the Atlas Prager Postman and questions for the fans to try their hand at, known as the Atlas Prager Puzzler. The show opens with a prize-fight gong and a typical prize fight announcement: "Ladies and gentlemen— the Atlas Prager Sports Reel." Race results are given, as well as the baseball scores. There are occasional interviews with sports celebrities handled in an original manner by Studs Terkel and such Damon Runyonesque characters as Bleachers Benny, Hot Horse Herby and Longshot Sylvester. The program has btiilt a good and steady audience.
Atlas Prager sponsors news in a 5minute program on WBBM called 77 P.M. A^ezos Flashes. Ken Nordine does the announcements and gives the news. Nordine, incidentally, has developed a refreshing and breezy manner with the commercials that makes easy listening and stimulates a taste for the product.
# A word about the commercials here. W^e cling to the theory that the beer drinker can't taste a formula, a brewing process, a blending of brews or the brewing equipment, so we don't talk about these things. We use instead, lively, lilting phrases, trick words like "tasteelatin', thirst-abatin' and flavoratin'."
NOVEMBER, 1944
f 367 •