Radio showmanship (Jan-Dec 1946)

siimers, in a pleasing manner. They are short, but complete." Mr. Gallant went on to explain that radio is flexible and copy can be changed on short notice, to serve any situation. Too, copy can be slanted to reach just the desired audience. For example, BelkGallant uses spots appealing to parents of school children, during the hours when WLAG transmits kid programs. Copy for farm audiences is used during the early morning and noon hours, while general copy is confined to early evening hours. Santa's Mailbag has become an institution with kids and grown-ups in the entire W LAG service area. Belk-Gallant has sponsored the series, with Old Santa reading letters in person. The 1945 mail reached almost 4,000 cards and letters. The program copy is devoted to the toy department, and is written to appeal to the boys and girls from 6 to 12 years of age. It is changed on all programs, and actually is devoted to an up-to-date tov list. Belk-Gallant stores have found the Mailbag a sure way to stimulate toy sales. United Press news is used on the daily newscasts, along Vv^ith three short commercial messages. Very little actual selling copy is included on the newscast, since the institutional value of news is beyond question. A recent Conlan survey in LaGrange proved that news still rates high, even with the termination of the war. Local civic grotips are given the usual commercial time to publicize their activities on many of the news broadcasts. This is especially true when such groups arc raising funds for some civic project. All continuity is prepared by the commercial department of WLAG, thus saving the sponsor a lot of detail work. A Hst of items to be advertised is supplied W'LACi, and these are dropped from all commercials when the supply of certain items begins to run short. 7 o give a brief summary of radio results for Belk-Gallant stores, Mr. Gallatu slates, "W'e feel radio has done a wonderful job for us, and will continue to do so. Therefore, if there are any changes in our use of the media, it will be the addition of another daily strip." Talk C Unusual Radio Pushed Sales by WILFRED E. L/NGREN WHEN A. J. Gripe began his series of half-hour musical programs over KOAM, Pittsburg, Ka., he wanted to give his broadcasts something different. He decided to sing some songs on the show himself, and let the fan letters fall where they might. Even Mr. Gripe, a large wholesale baker in the Pittsburg area, was surprised with the results. His big, booming baritone voice and individualistic style went over big. He soon decided to take over the annoimcing job also. As a result, folks in the area covered by the A. J. Gripe Baking Gompany have been kidding Mr. Gripe for the past seven years aboiu his singing over the radio. But when they go to their favorite store they never forget to buy Gripe's Town Talk bread. The baker credits his unusual program with pushing his sales curve steadily higher during the years it has been on the air. The Town Talk Bread program began back in 1938 as a six-day-a-week morning show over KOAM. When Mr. C^ripe sang a hill-billy song on the program it was the first time he had ever sung in public. Now his dynamic personality is the big reason that sinveys show the program to have one of the largest listening audiences of any local show" over the Pittsburg station. Appearing with the popular baker are] local studio artists, the Town Talk Playhoys, who specialize in the hill-billy music that has the same popular appeal in thijsection of the country as barn-dance music has in the rural midwest. The 128 RADIO SHOWMANSHII