Radio showmanship (Jan-Dec 1946)

Department Stores TUNE PACKAGE All wrapped with care and presented to KCMO, Kansas City, Mo., listeners by the Jones Store is the Tune Package, a five-minute capsule package of recorded music. There's a tune inside, one commercial and two musical selections to fill the five-minute interlude. Commercials cover the entire merchandise field, with each broadcast used to plug some one department. Opening and closing credit lines hue to the institutional line for the Jones Store. Slogan: "Quality Costs Less at the Jones Store:' AIRFAX: Broadcast Schedule: M-W-F, 11:40-11:45 A.M. Sponsor: Jones Store. Station: KCMO, Kansas City, Mo. Power: 5,000 watts (d). Population: 602,046. COMMENT: In the history of commercial radio, the trend has consistently been toward a shortening of the time unit. While the quarter-hour program is now more or less the standard time interval, it may well be that as more and more advertisers clamor for air time, the time unit will shrink to five or ten minutes. There's already plenty of evidence that shorter programs can perform yeoman service for advertisers. At current rates, their cost is little more than the expenditure for two spot announcements. Dry Cleaners BOSTON BLACKIE It may well be that Boston Blackie's main job is the detection of crime and the apprehension of criminals, but in Indiana, Pa., he's also a champion for sartorial elegance. Who put him on the job over WD AD is the Master Cleaners & Dyers. Master Cleaners ^z Dyers decided to capitalize on listener interest in mysteryI drama, selected Boston Blackie for its national name, movie tie-up and general appeal. Suggestions for clothing conservation, and the recommendation that listeners insist on Master Cleaners & Dyers quality work make up the commercial content of the broadcast series. AIRFAX: Adventure detective series is based on the Columbia picture series. Available transcribed epi sodes: 156. First Broadcast: November 15, 1945. Broadcast Schedule: Tuesday, 8:00-8:30 P.M. Preceded By: Inside of Sports. Followed By: The Falcon. sponsor: Master Cleaners 8C Dyers. Station: WDAD, Indiana, Pa. Population: 79,854. Producer: Frederick W. Ziv. COMMENT: Advertisers who report the greatest success witfi radio are those whose offerings are selected in line wiili current audience enthusiasms and interests. Electrical Supplies 1420 MELODY LANE There's relaxation and friendship for those who stop at 1420 Melody Lane. With Modern Radio Service as host, the welcome mat is out over woe, Davenport, la., with open house every Sunday at 1:00 P.M. With George Sontag as genial host for Modern Radio Service, listeners hear a quarter-hour of restful music, with musical director Sontag tripling at organ, novachord and piano keyboards. While the program is intended primarily for the promotion of Westinghouse electrical appliances. Modern Radio Service didn't twiddle its thumbs when the time became available, even though Westinghouse merchandise is not yet generally available. Sponsor is using this cream-time Sunday afternoon spot to gain the widest possible listening audience in preparation for the welcome day when appliances are obtainable. Keynote of the quarter-hour is easy listening. Ballads, show tunes and popular classics establish an air of friendliness. AIRFAX: First Broadcast: January, 1946. Broadcast Schedule: Sunday, 1:00-1:15 P.M. Preceded By: Sammy Kaye's Serenade. Followed By: News. Sponsor: Modern R.idio Service. Station: WOC, Davenport, la. Power: 5,000 watts. COMMENT: Those who want to be ahead of the game when competition becomes the rule rather than the exception recognize that now is the time to get a head start on the rest of the field. APRIL, 1946 • 133 •