Radio showmanship (Jan-Dec 1946)

to listeners. Year after year these standard features have been winning higher and higher ratings, providing more and more information and entertainment. Each Friday evening at 7:30 P.M. on a network of stations in West Virginia, Oliio and Western Pennsylvania, including three 50,000 watters, KDKA, WWVA, and WTAM, the Duquesne Orchestra and Chorus, directed by Bernie Armstrong, and soloists Betty Ellen Morris and Howard Price, present onehalf hour of melody magic in the modern mood. It's a tuneful parade of favorites old and new, music that appeals to all ages, all classes, all tastes. Une of the most delightful elements of the program is the fact that the music flows continuously. It is never interrupted for a commercial message until the conclusion. Even at the end of the program, the sponsor's commercial is a brief one, averaging between 40 and 50 seconds. This judicious use of commercials has paid rich dividends in listener acceptance, for the program has a Hooper rating which outranks many major network musical productions. QUALITY AND PRESTIGE As the standard bearer of the Duquesne name on the airwaves, the Duquesne Show reflects the quality and prestige of the product it represents. Now entering its seventh year on the air, the Duquesne Show is a credit to ' its sponsor and to the advertising agency whose responsibility it was to build the program and maintain its standard of excellence. As another example of how Duquesne has used radio adroitly is the program Duquesne Hunting and Fishing League of the Air, featuring Harris Breth, famous outdoors writer and sportsman. Each Saturday evening to the strains of A Hunting We Will Go, Duquesne greets the outdoor sportsmen of the TriState area over KDKA with a service program packed with information, news, anecdotes, human-interest stories and highlights of sporting club activities all over the territory. There have been scores of examples proving listener loyalty to Harris Breth in mail responses to merchandising campaigns over a period of almost seven years during which the League has been on the air. On every program the spotlight is always on the sportsman, his problems, and features of interest to him. Duquesne commercials are always at the end. COMPREHENSIVE COVERAGE IJuQUESNE has adhered to a rigid policy of backing up the wholesale and retail distributor of its quality beer with strong, acceptable, comprehensive advertising coverage. In the realm of radio, this policy has dictated the acquisition of radio time strategically spotted to amass the greatest number of listeners with programs that gain the largest de gree of consumer approval. Throughout the Duquesne territory close to 200 separate air programs are broadcast each week over a score of stations. Usually the same brief, dignified commercial message is used on all outlets for an entire week. The result is a cumulative impact which is the strongest of sales tools. Money-back guarantees have been part and parcel of consumer appeal since advertising began, but the Duquesne Brewing Company was the first to guarantee its beer to please or money back. Since the day that the Duquesne Brewing Company placed a guarantee on its beer, the sales have climbed steadily until today Duquesne Pilsener is the largest selling and most popular beer in the entire state of Pennsylvania, one of the outstanding beers of the nation! JANUARY, 1946 • 9 •