Radio showmanship (Jan-Dec 1946)

COMMENT: While network advertisers have taken full advantage of the value of talent exploitation in the sales picture, local and regional advertisers as a whole have not fully capitalized on this asset. Here's evidence a-plenty of what a local radio personality can do toward building loyal audiences. Grocery Prnducts AT HOME WITH KAY Listeners to KEX, Portland, Ore., spend a pleasant halfhour five times weekly At Home With Kay West with chit-chat about fashions, food and fun the incentive for dropping in. For sponsors on the participating feature, the visit is equally pleasant. When Penick Sc Ford, Inc., for Brer Rabbit Molasses, offered KEX listeners a molasses recipe folder, two-thirds of the At Home With Kay mail were specific requests for the pamphlet, on the basis of one participation a day. Other sponsors include the Portland Weatherstrip Co., J. K. Gills, Books, and Grand Central Market. AIRFAX: Commercial participation messages on this homemaker's show set for mid-afternoon are worked into friendly reports of what's new. Length of commercials varies, with the approach conversational. In addition to recipes, charm hints and a daily personality interview, the program has days set aside for Open House, child care, other angles which pep up listener interest. First Broadcast: May, 1945. Broadcast Schedule: Monday through Friday, 2:303:00 P.M. Sponsor: Penick 8C Ford, Inc., others. Station: KEX, Portland, Ore. Power: 5,000 watts. Population: 305,349. COMMENT: A friendly personality which builds listener confidence in a chatty, informal way is the first essential for a successful homemakers feature. Home Furnishinqs THE SHADOW When tiic Penn Flrmkjrk Ck)., with stores in Johnstown, y\ltoona, Indiana and Somerset, Pa., took to the air with The Shadow it was as promotion for its Johnstown store. Ihat was back in January, 1944. Results from the WJAC airing were so satisfactory that a year later, Penn Furniture added WFBG, Altoona, to its Shadow schedule. When WDAD, Indiana, Pa., opened late in 1945, Penn Furniture put The Shadow to work in that market. It's a safe bet that if and when Somerset gets a radio station, Penn Furniture will laugh with The Shadow in that market. Throughout most of The Shadow's run, institutional advertising has been the rule. Current trend leans toward direct selling. With minor changes, the same script is used in all three cities. At WJAC the start of the program was well plugged with air-spots featuring the well-known Shadow laugh, dubbed off one of the programs, followed by an announcement that The Shadow was coming to Johnstown. Newspaper ads provided by producer, Charles Michelson, were used liberally on the radio pages of the two local newspapers. Sponsor promotion included time-andstation mention in all newspaper ads, billboards and carcard advertising. AIRFAX: Transcribed series is based on the live talent show, uses the same cast. With 104 episodes available, the series can be used only in areas not conflicting with the present regional sponsor. First Broadcast: January, 1944. Broadcast Schedule: Tuesday, 6:30-7:00 P.M. Preceded By: Sports Roundup. Followed By: Chesterfield Supper Club. Sponsor: Penn Furniture Co. Producer: Charles Michelson. COMMENT: For an advertiser with more than one market to cover, a transcribed feature insures uniformity of production. The fact that such a feature may be spotted at the best time availabilities is another advantage. Dptometrists PAGES FROM LIFE While history books specialize in broad trends in human MARCH , 1946 • 103 •