Radio showmanship (Jan-Dec 1944)

with the commercial approach was a news commentary which gave listeners the behind-the-scenes lowdown on current news happenings. And Colonel H. L. Landers spoke with the voice of authority, as evidenced by a Monday evening Hooper rating of 7.7, a Wednesday rating of 8.6. Equally convincing commercials drive home the Wildroot sales message. Example: "You know, men . . . keeping your hair wellgroomed is as simple as one, two, three, when you use Wildroot Cream-Oil, the new and different hair tonic. One . . . it's easy to use. Two . . . it's quick to apply. And three . . . a little goes a long, long way. Yes, if you've been looking for a hair tonic that will save you time and money . . . one that grooms your hair right, get yourself a bottle of Wildroot Cream-Oil. It contains soothing Lanolin, which closely resembles the natural oil of your skin. You'll like the way it keeps your hair neat and well-groomed all day long. You see. Wildroot Cream-Oil removes loose, ugly dandruff and relieves annoying dryness. Ask your druggist or barber for Wildroot Cream-Oil . . . the only leading hair tonic that contains Lanolin." Three commercials carry the sales burden. Evidence that Wildroot found the right combination in the San Antonio market: Wildroot's 52-week renewal contract at the end of its first year of sponsorship. AIR FAX: First Broadcast: August 30, 1943. Broadcast Schedule: M-W, 6:30-6:45 P.M. Preceded By: News of the World. Followed By: Grand Prize Headliners. Sponsor: Wildroot Hair Tonic. Station: WOAI. San Antonio, Tex. Power: 50,000 watts. Population: 276,874. COMMENT: Sponsor here wisely slants the commercial message at the masculine audience, also selected time and program with that audience in mind. All these pieces must be fitted together in the radio jig-saw puzzle to make the picture complete. Finance WE'LL FIND OUT What the State National Bank, EI Paso, Tex., wanted was an institutional program that would bring the bank closer to the community. It also wanted to establish State National as the bank where the common man could bring his financial problems for solution. With We II Find Out State National set out to find out if radio could do the job. Heard over KTSM, the weekly quarter-hour series features listener-sent questions on everything under the sun. Direct community tie-in: answers to questions come from the Public Library, thus put the show in the category of community service. Questions put by listeners vary from "How do you address a CongressmanV to "Why is the press designated tlie Fourth Estate?" or "How many tablespoons of waste-fat make one pound?" Program is in the form of a round-table forum with a panel of four persons to answer questions. Commercial transition: "This program is by no means limited to questions on finajice, but this is an appropriate time for State National to remind you that whenever you need information about any subject connected with banking, the State National is El Paso's oldest financial institution." Questions are sent directly to the station, but the Public Library gets full credit for providing the answers. air FAX: Continuity editor Conrey Bryson emcees the show. First Broadcast: July 17, 1944. Broadcast Schedule: Monday, 8:00-8:15 P.M. Preceded By: Information Please. Followed By: Songs of Yesteryear. Sponsor: State National Bank. Station: KTSM, El Paso, Tex. Power: 1,000 watts (d). Population: 105,136. COMMENT: AVhile most financial institutions have a difficult time getting an accurate check on results from broadcast advertising, there is no doubt but that a community service feature performs invaluable institutional service to its sponsor. Sponsor here definitely is identified ^v'ith the community by means of a direct tie-up with a community project. NOVEMBER, 1 944 • 385 •