Radio showmanship (Jan-Dec 1946)

any way, listeners are advised to scratch that item off the shopping list. Featured on the series is Adcle Hunt, known to \VPAT's listeners as the Great Eastern Market Reporter. Tips for best buys come from R. Allan Kerr, chain's produce supervisor, with Adele Hunt personally shopping the stores. Campaign ties-in with Great Eastern's slogan, "Giltedge Q^uality." AIRFAX: First Broadcast: July, 1945. Broadcast Schedule: Monday through Saturday, 9:05 9:10 A.M. Preceded By: News. Followed By: Musical Scrapbook. Sponsor: Great Eastern Stop and Shop Markets. Station: WPAT, Paterson, N. J. Power: 1,000 watts. COMMENT: Here's another link in radio's chain of public ser\'ice. From the standpoint of the advertiser such a series represents a splendid way to build a loyal listening audience, while at the same time capitalizing on a reputation for integrity. Office Supplies NAMES IN THE NEWS "Good morning . . . this is Elgie Carter with five miniucs dedicated to Names in the News . . . brought to yoti through the courtesy of Steele-Lounsberry in Duluth." Starting January 24, 1944, with a parti( ipation period on the program. Ladies Only, Steele-Lounsberrv, Duluth, Minn., stationery and office supplies, switched the following July to the fiveminute spot, Monday through Friday. The program uses a daily United Press wire service feature which discusses a personality or place prominent in the day's news or of interest because of its relation to current events. Designed to sell the store, its ser\i(c and specific items of merchandise, commercials are predoiiu'nantly institutional in theme, stress the idea that SkeeeeLouNSBERRv is a friendly store. Format of the show includes a brief introduction, a one-miniuc commercial and ilunews feature, all presented in an informal style. Features and commercials are slanted to interest women pat tic ularly, as the ])r()gram goes on in ihc morning, im 96 mediately following a half-hoin^ women's show. Program following is a telephone cjuiz. AIRFAX: First Broadcast: July 9. 1945. Broadcast Schedule: Monday through Friday, 11:00 to 11:05 A.M. Preceded By: The Freimuth Show. Followed By: Telo-quiz. Sponsor: Steele-Lounsberry. Station: WEBC. Duluth. Minn. -Superior, Wis. Power: 5.000 watts. Source: United Press. COMMENT: With a five-minute program the sponsor gets two annotmcements plus the added prestige of an interesting program at what is little more than the cost of two spot announcements. Wisely, sponsor here directs the commercial message to one specific atidience group. Photographers YOUR SERVICEMAN SPEAKS For a portrait of wartime experiences as they were lived, only the serviceman himself can paint the true picture. In Salem, Ore., the Bishop's Portrait Studio oflers KSFM listeners Avord pictures, with returned servicemen painting the brush strokes, Everv Wednesday evening ]'()ur Serciccman Speaks to KSFM listeners. Program is aired in a purely conversational manner, without script. Interviews are conducted by Major Sherman Stanfield of the LI. S. Army Recruiting Service. A KSLM staff amiouncei handles the commeicials. AIRFAX: First Broadcast: October. 1945. Broadcast Schedule: Wednesday. 8:00-8:15 P.M. Preceded By: Lone Ranger. Followed By: One Man's Destiny (Transcribed). Sponsor: Bishop's Portrait Studio. Station: KSLM. Salem. Ore. Power: 1,000 watts. Population: 36.000. COMMENT: When il comes to building audiences, it's hard to beat the pidl of the local angle. Series here has the added acixantage ol a iresh apj^eal and a \ai iei\ of stories Irom one broadcast to the next. ()\er a period of time it's certain to cover the widest possible audience potential. Show here combines good listening with j)nl)lic ser\ ice. RADIO SHOWMANSHIP