Radio showmanship (Jan-Dec 1946)

the Youth Affairs committee of the Chamber of Commerce, the series is devoted to the activities and achievements of the youth of today. Both organized activities and individual contributions sliare the limelight. On each broadcast, a community leader is interviewed by an outstanding Houston youth on some topic of interest to the younger generation. Program represents an indirect approach to the problem of juvenile delinquency by stressing wholesome youth activities with adequate recognition for such efforts. AIRFAX: First Broadcast: March 3, 1945. Broadcast Schedule: Saturday, 9:30-9:45 A.M. Preceded By: NBC Juvenile Program. Followed By: Local Health Program. Station: KPRC, Houston, Tex. Power: 5,000 watts. Population: 437,885. COMMENT: Program here is a valuable \chicle for local youth organizations, for other community organizations asking the cooperation of youth, and for local public and private schools. Taxis JOURNAL OF THE AIR The people who make news arc the ones most likely to hail a taxi cab to get them from one appointment to another. In Columbia, So. Car., the Checker Cab Co. gets acquainted with such fares over WCOS. What listeners get at the Checker Cab stand: Journal of the Air. Show opens with brief news machine sound effects with headlines of local news. For 15 minutes Checker Cab meters out simon-pure local news with editorial comment from newsman Brim Rykard, former city editor of a Columbia daily. WCOS announcer presents opening and closing commercials. Center spot is a Chkc;ker Cab public service announcement in behalf of some local civic orgain'zation. Small printed cards, giving time and station data, have been placed in each of the approximately 50 Checker Cabs. AIRFAX: First Broadcast: February 19, 1945. Broadcast Schedule: Monday through Friday, 7:00 7:15 P.M. Preceded By: One Nite Stand. Followed By: Raymond Swing. 136 Sponsor: Checker Cab Co. p Station: WCOS, Columbia, So. Car. * Power: 250 watts. Population: 82,810. COMMENT: Here is a splendid example of selectivity in audience selection. Since the program features local news, is of local origin, local interest in the series is unusually high, but it is of particular interest to the group most interested in the services of the sponsor, the local business man and woman. Women's Wear ROMANTIC MUSIC Does the local station in smaller communities have listeners, sales-wise, for the major market adver tiser? One sponsor who can answer ir the affirmative is Levy's Ladies' Tog gery, Memphis, Tenn. A consistent radio advertiser in the Memphis area. Levy's has used the major stations in that mar ket for a number of years. In fact, radio has been such a productive advertising medium that Levy's uses very little news paper space. To increase the scope of its sales territory, Levy's went into the small market with five weekly quarter-hoiu programs broadcast over WROX, Clarks dale, Miss. Romantic melodies interspersed wiili three short commercials is what Levy's offers VV^ROX listeners. AIRFAX: First Broadcast: October 15, 1945. Broadcast Schedule: Monday through Friday, 6:15-, 6:30 P.M. Sponsor: Levy's Ladies' Toggery, Memphis, Tenn. Station: WROX, Clarksdale, Miss. Power: 250 watts. COMMENT: For a major market adver-l liser, the small market station offers an intimate touch in the trade area of tht small cities that is lacking on the metro politan station with greater power. Lookifig for a script series that's easy to produce? Turn to page 112 for complete details on '^Yesterday's Headlines. '' It's sponsor tested and offered at low-cost. RADIO SHOWMANSHIIj