Radio showmanship (Jan-Dec 1944)

the benefit of nct^vork talent and topnc)t(h procUution. Men's Wear PARADE OF LIFE For the last lour years, Iru-Fit clothes has designed, cut and tailored its own pattern lor radio. Now it puts aside its sports togs. Likewise, the bolt of program cloth from which its recorded shows were cut has been put on the shelf. To set the fashion parade for defense workers, others who have made Baltimore a booming wartime metropolis, Tru-Fit fashioned Parade of Life. Focus is on the World Spotlight, the Human Spotlight and the Musical Spotlight. Two-man dramatic narrative show is heard every Sunday at 5:30. Woven into the scripts are human interest bits of this-and-that with appropriate music to set the pace. Opening and closing credit lines set the stage for Tru-Fit. Quality at popular prices is the basis for the commercial approach. Two center commercials highlight special values in men's and women's clothing. Slogan that gives week-toweek continuity to sponsor's commercials: "Remember Tru-Fit . . . a name wortJ} remembering." AIR FAX: Production is under the supervision of Norman Gladney. First Broadcast: February 20, 1944. Broadcast Schedule: Sunday, 5:30-6:00 P.M. Sponsor: Tru-Fit Clothes. Station: WITH, Baltimore, Md. , Power: 250 watts. Population: 859,100. Agency: Leon S. Golnick & Associates. COMMENT: Repetition is one of the elements from which sales are made. A catch line or slogan is one method. Expression of the same idea in different words is another device. If the advertiser first decides what ideas he wants to convey, he needn't worry about saying them too often. He can't! Susraininq SOLDIERS' RETURN With inojc than one million ex-servi(e men already returned to civilian life, the problem of reorientation of these men isn't one that can be put off initil the last depth bomb has released its charge. It's not a problem for tomorrow. It's one that must be met today. In Denver, Col., the American Women's Vohmtary Services, the American Association of University Women and the Colorado Council of Defense decided to meet the situation with a series of weekly KOA broadcasts. Produced on KOA by the Rocky Mountain Radio Council, Soldiers' Return was scheduled for a 15-w^eek run. Chats between returned service men, either convalescent or honorably discharged, and leaders in educational, industrial, professional, business and labor groups carried the story to civilians. A moderator bridged the gap between what the returned service man wanted and what opportimities now exist or may be created. Subjects ranged from job opportunities, agriculture and ranching, mining, unskilled labor and the professions to rubber, aviation, steel, jobs for boys who have never had one, engineering, radio, railroads and merchandising. Service men presented on the series have eighth grade, high school or college backgrounds, have served both on the home front and under fire overseas. AIR FAX: First Broadcast: April 29, 1944. Broadcast Schedule: Saturday, 6:45-7:00 P.M. Station: KOA, Denver, Col. Power: 50,000 watts. Population: 303,273. COMMENT: Programs of this kind illustrate the splendid way in which radio and its advertisers meet the social obligation of service to the community. The speed with which the ex-service man readjusts to a new design for living will have a significant bearing on future industrial progress. In the national picture advertisers who fashion campaigns on this line fall in line w'ith current governmental strategy. NOVEMBER, 1944 • 387 •