Radio showmanship (Jan-Dec 1946)

Men's Wear HEADLINES IN REVIEW On the air inoic than a year, Headlines in Review }X)ini lip the contributions of the Negro nn'nority group to the world. Shortly after the program went on the air, a survey in the coverage area of WJOB, Hammond, Ind., showed an increase in the sales of the weekly papers quoted on these programs. Geared to the reporting of the news about people and events that seldom are reported in other news packages, the program serves to develop an intercultural understanding, points up the contributions of minorities to the American scene. In this regard, according to unsolicited letters and comments, these newscasts promote understanding and cooperation between various social and economic groups. On the air for over a year as a sustaining feature, the program was sold to the present sponsor on a trial basis to test audience acceptance of advertising messages. The first message of a sponsor was put into the program on July 28, 1945. The sponsor. Harmony Clothiers of Chicago, has been highly pleased with audience acceptance of this program. AIRFAX: Headlines in Review is written and announced by Paul E. X. Brown, former newspaper columnist and editor. Highlights of international, national and local news in digest fashion from Negro newspapers are featured. First Broadcast: June, 1944. Broadcast Schedule: Sunday, 10:00-10:15 A.M. Preceded By: Music. Followed By: Royal Quartette. Sponsor: Harmony Clothiers, Chicago, 111. Station: WJOB, Hammond, Ind. Power: 250 watts. Population: 98,470. COMMENT: \ sponsor who wishes to reach a specialized class market with a mass buying powTr will find that minority groups represent a lucrative field. At the same time, he contributes in a concrete way to the betterment of race relations. Participating BRUNCH WITH BILL Listeners who Brunch With Bill over KDKA, Pittsburgh, Pa., not only enjoy a hearty laugh, but they also find that commercials can be good seasoning for a light entertainment snack. A big-time variety show, with the KDKA orchestra, led and emceed by KDKA's iTuisical director, Bernie Armstrong, with songs by Bette Smiley, announcing by Paul Shannon, Brunch WitJi Bill is a three-quarter hour participating program broadcast five days weekly. Along with the musical portions, the show features gags, parodies, short dramatic sketches, etc., with members of the orchestra taking many parts. All the non-commercial features are pointed toward the commercials. Most commercials are given a lavish build-up, a laugh-provoking prelude which frames and pointsup the subsequent one-minute announcement. Evidence of the popularity of Brunch With Bill: daily mail requesting tickets to see the show is so large that listeners have been requested to write two weeks in advance. Participating sponsors on a five-times weekly schedule include: Supersuds, Satina-LaFrance; Rit Products; E. L. Bruce, and Colonial. On a three times weekly schedule are Colgate, Saturday Evening Post, and United Fruit. Twotimers include Braun and Marlin. One announcement per week is aired for Clearfield Furs, Sun-Telegraph and Roberts. AIRFAX: Plan here suggests a method for presenting the parade of transcribed spot announcements that are offered to radio stations by national advertisers. Series was conceived by KDKA announcer Bill Hinds. When mikeman Hinds entered the amied forces, Bernie Armstrong took over the emceeing chore until Hind's return. First Broadcast: July 27, 1944. Broadcast Schedule: Monday through Friday, 12:151:00 P.M. Preceded By: News. Followed By: News. Station: KDKA, Pittsburgh, Pa. Power: 50,000 watts. COMMENT: A commercial per se isn't in itself personna non grata. If as much thought and skill were put into the pre JAN U AR Y, 1946 • 25 •