Radio showmanship (Jan-Dec 1944)

COMMENT: For iheir good Avill potential, not to be overlooked are anniversaries, other special events which focus public attention on the advertiser. What is effective on a one-time basis is even more valuable on a consistent schedule. Certainly a consistent pattern for radio ad\ertising should take precedence over one-time shots. Participating TRADING POST For more than eight years, farmers, stockmen and city folks with possessions for which they have no use have found the Trading Post the place to barter AVhite Elephants. Daily mail brings in from 15 to 40 letters offering to ^ trade farms, suburban property, threshing machines, knitting needles, harness, cattle, horse collars, birds with and withoiu cages, rabbits, hand power telephones, or what have you. Name it, and it has been offered for trade over the KFH, Wichita, Ka., feature heard each week-day morning from 6:30 to 7:00 ;\.M. Year-in-year-out, mail count averages 7,500 letters and postcards. \Vhilc there is a charge made for farm and public sales on the Traditig Post, in one month some 101 sale announcements were given. Sponsors come and go, but two have Ix-en on the participating show since its first broadcast. AIR FAX: Farm news, markets, trade news and pertinent happenings provide a tune-in from both town and farm. Time signal is given every few minutes, and because farmers always like to get the jimip on a storm, weather forecasts are also included. Farm and market commentator Bruce Behymer handles the show. First Broadcast: 19 36. Broadcast Schedule: Monday through Saturday, 6:J07:00 A.M. Station: KFH, Wichita, Ka. Power: 5,000 watts. I'opulaliou: 18 J, 000. COMMENT: \(l\ ci I is( is who make a consisiciii clloii lo sci\c ilic farm audiend' (lis(()\(i ihal tin's audiciue will in turn sei ve (lie acbcriisci. Pailicularly in these times of scarcity , a service feature of this kind serves a useful purpose. Sustaining LABOR NEWS REVIEW From week to week, the labor \icwpoint toward trends and events affecting all labor, industry and economics are questions to which few people generally know the answers in most parts of the country. But in Washington, D. C, listeners have been given a weekly condensation of labor news for more than 522 consecutive weeks over AVTOP. Since July 23, 1934, program originator Albert N. Dennis has presented the facts and figures. To date, the standing offer made back in 1934 of a cash award to any person reporting an error of fact on any program has not yet been successfully claimed. Devoted solely to facts. Pah or Xcxvs Review steers clear of theory, features news and guests of interest to both labor and management. To the end that the series may interest both groups, continue on its independent course, all bids to commercialize the program have been given the thumbs-down response. Over 350 specialists in public information have made guest appearances on the series, each with a brief summary of a partictilar subject of pul)lic concern. AIR FAX: Specialist in labor, industry and economics since 1912 is program director Albert N. Dennis, and his Labor News Rerien has won numerous awards for public service. First Broadcast: July 23, 1934. Broadcast Schedule: Sunday quarter-hour. Station: WTOP, Washington, D. C. Power: 50,000 watts. Population: 663,091. COMMENT Sc( ici lor siucess here is (irst, ilu j)()li(\ of picseuiing interestingl\ onh facts of public concern boiled clown to the lUmosl brevity, yet clearly stated. Secondly, its thoroughly independent and unbiased character M /^^^^ makes i i a line ^■**(T ^.Xi^^^ ^.^ public St r\ ic c Icatuie of iulcrtsi lo everyone. 392 RADIO SHOWMANSHIP