Radio showmanship (Jan-Dec 1944)

PROOF 0' THE PUDDING Results based on sales, mails, surveys, long runs and the growth of the business itself. Beverages LIGHT & MELLOW What the Regal Amber Brewing Co., San Francisco, Cal., wanted was a radio program to dramatize its product. Regal Pale Beer. Many program ideas were tried in the mind's eye, all found wanting. The show was hiding in the slogan of the product itself, ''light and melloxu," had to be coaxed otu step by step. What came to shape was LigJit & Mellow, a combination of popular ballads and musical favorites for all ages. Utilizing an augmented orchestral grotip of 20 pieces, plus San Francisco's outstanding baritone and soprano, Light & Mellow was first heard in April, 1942, before a packed audience the opening week of San Francisco's new Radio City. T^ach week since that time, listeners hear a half-hour of listenable music. Fhe one commercial read by Armand Oirard, show's star, is 30 to 45 seconds long, (alls attention to the pleasme and satisfaction of enjoying cjualilv RECiAE Pale. Evidence that audiences take to the show like ducks to water: it averages a 6.4 rating. Now erUei ing its third yeai on the air. I lie show is broadcast luesday evenings over KPO. As with other Ric;\i Amiu r Urevvixg (^c>. shows, tlie closing niomcnts ol cac li broadcast are always utilized lor some ])ubh"c service oi war a(ti\il\ mcs sage. Al show's end, lislcncrs ;iic afso renn'ndccl ol a Ri.c;al 1 lunsdav cxc iiiiig ollering o\c'i the same st;ition. AIR FAX: Series is one of che few local shows in the n.-ition to be transcril>ed, re-broadcast by shortwave for men in the armed forces overseas. First Broadcast: April, 1942. Broadcast Schedule: Tuesday, 9:30-10:00 P.M. Preceded By: Everything for the Boys. Followed By: Richfield Reporter. Sponsor: Regal Amber Brewing Co. Station: KPO, San Francisco, Cal. Power: 50,000 watts. Population: 786,590. Agency: M. E. Fiarlan Adv. Agcy. COMMENT: When an advertiser achieves unit} of prc)gram, title, and commercials it's no trick to make the sales message stick, and especially on a weekly schedule the listening audience needs a number of reminder gimmicks to make the commercial appeal effective. Finance MUSIC YOU LIKE TO HEAR When the Louisville Home Federal Savings & Loan Assn., Louisville, Ky., took on sponsorship of the Siniday half-hoiu airing of semi-classical and familiar music, it tioped that the program was Music You Like to Hear. Evidence that the music fits the audience and its sponsor: Home Federal's renewal of the series lor another year. Music aimed at the older listener, the homebody interested in saving money and acquiring property, is what Home Federal serves up on platters. Commercials stress the ease, simplicity and con\enience of owning a home, make a bid for mail by suggesting that interested listeners send a penny postcard to Home Fi.DERAL for more details. In addition to home ownership, commercials also establish Home Federal with those interested in building or in refinancing their homes. Two commerc ials spotted in midprogram give listeners the facts and figures on the Home Federal's Direct Reduction Plan. Hrief opening and closing announcements establish sj)onsor identilu al ion. air FAX: First Broadcast: July 7, 1940. Broadcast Schedule: Sunday, 1:^0-2:00 P.M. Preceded By: American Music. Followed By: Listen, the Women. Sponsor: Louisville Home Federal Savings & Loan Assn. Station: WINN, Louisville, Ky. Power: 250 watts. Population: i 19,077. 390 RADIO SHOWMANSHIP