Radio showmanship (Jan-Dec 1946)

WHAT THE PROGRAM DID FOR ME This is the businessman's own department. RADIO SHOWMANSHIP invites radio advertisers to exchange results and reactions to radio programs for their mutual benefit. Dairy Prnducts REMINISCIN' WITH SINGIN' SAM "W'c selected the Singin' Sam program tor the Golden Quality Ice Cream Company because we fek it was a program the whole family would enjoy and to which women in particular would listen. It is difficult to fairly judge the results obtained from this program due to the fact that the quantity of ice cream available at the present time is limited because of the existing shortages of sugar, cream, etc. However, the Singin' Sam program has done a fine job for us to date in keeping the sponsor's name and product before ttie public, and oiu^ client has received much favorable comment on the program from both dealer and consumer." W. B. PRITCHARD Lynn-Field house Wilkes-Barre, Pa. AIRFAX: Aired six days a week on two different stations, this 15 -minute transcribed program is backed by Charles Magnante, accordion soloist and his orchestra with the Mullen Sisters Singing Trio, in old and new musical favorites. Available episodes: 260. Preceded and followed in one instance by serials, the other show is preceded and followed by sports. The program was promoted by newspaper advertising and air plugs. First Broadcast: October 1, 1945. Broadcast Schedule: M-W-F, 2:45, WGBI, Scranton, Pa.; T-Th-S, 6:15, WBRE, Wilkes-Barre, Pa. Sponsor: Golden Quality Ice Cream Co. Agency: Lynn-Fieldhouse. Producer: Transcription Sales, Inc. COMMENT: While advertisers have evidence a-plenty that radio can sell, wartime shortages brought home the fact that the uses of broadcast advertising were many and varied. In every case, what does the trick is a program that will interest the advertiser's prospects. While the public has liked almost every type of program that has been put on the air, the trick is to select a series that will sustain listening interest. Bakeries ALBUM OF STARS 'This is to commend KIDO, Boise, Idaho, for an unusually satisfactory sales job. When we saw five tons of fruit cake we were afraid that neither its sales distribution ability nor the market could absorb them. Ihen, too, the increased cost of fine ingredients used meant that our sales price was above the general market level. "However, the promotion on our program, Album of Stars, moved not only the initial quantity of five tons, btit ultimately helped us distribute a total of 17 tons of fruit cake between the latter part of November and the end of the holiday season. "In effect, this means that we sold a pound of fruit cake to one out of every five persons in the Boise Valley and in Eastern Oregon. "That radio alone could do this remarkable job, fiu'ther adds to our concrete satisfaction with radio's sales ability." JOSEPH J. McVEY Eddy's Bakery Boise, Idaho AIRFAX: What did the trick was a record show featuring popular musical stars with special appeal to women. Broadcast Schedule: Monday through Friday. 10:4511:00 A.M. Sponsor: Eddy's Bakery. Station: KIDO, Boise, Idaho. Power: 2,500 (d). Population: 160,000. COMMENT: Here's evidence that a program that does a year-round sales job can establish a bang-up record for seasonal promotion. It's a formula that has proved successful for countless bakeries. Experience of this baker indicates how the institutional and the sales approach may supplement each other on a single program. MARCH, 1946 • 105 •