Radio showmanship (Jan-Dec 1946)

SHOWMANSHIP IN ACTION Promotions and merchandising stunts that will lift a program out of the ordinary. Department Store EMININE VIEWPOINT WITH CARLA There's vidence a plenty that Carla's Feminine Viewpoint is in the groove for WTMJ, VTilwaukee, Wis., listeners, but the distaff iide doesn't let the matter drop at that 3oint. Listener response is such that 5Chuster's Department Store compiled I special digest of Carla's most widely ac:laimed broadcasts for distribution to isteners. In book form, the Feminine Viewpoint ligest is composed of memorable broadcasts, spiced with notes and anecdotes. Personal notes and telegrams which Carla eceived from guestars are also included n the digest. A daily quarter-hoiu^ program, the ;eries is prepared by the radio division )f The Cramer-Krasselt Co. When the offering was first introduced about 18 nonths ago, it was heard five days a week 3ver WISN. Within six months, the 15ninute broadcasts were increased to a :laily status by Schuster's publicity direcor, Russ Risley. At this time the program ihiftedtoWTMJ. Planning conferences, directed by adman Risley and attended by sales, merchandising and promotion executives of Schuster's, as well as by members of the Cramer-Krasselt radio department are held each month to coordinate Feminine Viewpoint programs for the following 30-day period. AIRFAX: First Broadcast: October 1, 1944. Broadcast Schedule: Monday through Saturday, 11:45 12:00 (Noon). Sponsor: Schuster's Department Stores. Station: WTMJ, Milwaukee, Wis. Power: 5,000 vatts. Population: 680,4 34. Agency: Cramer-Krasselt Co. COMMENT: While many retailers have l)cc'n i( liictant to give their radio offerings this type of merchandising support, iliose who have tried it find ihat siuli devices are well worth ilic lime and money put into them. Grocery Products FIFTY CLUB On the networks, it may be Breakfast at Sardis but in Cincinnati, O., its luncheon at the Hotel Gibson's Florentine Room. Members of the Fifty Club gather each day, Monday through Friday at 1 :00 P.M. for luncheon and airshow fun broadcast over WLW. With Ruth Lyons as f emcee, interviews with luncheon guests are one of the highlights of each broadcast, but there's plenty of fun and frolic for both listeners and members of the studio audience. In addition to an air version of the musical chair, participants get a chance to voice pet peeves in a Get It Off Your Chest feature. In the Here's Your Chance portion of the show, guests have a chance to do the things they have always secretly wanted to do. Annoimcer Paul Jones comes into the picture with Help Paul With His Housekeeping, a comedy stunt revolving around hints and suggestions for housewives in which members of the studio audience participate. Give-aways of daily prizes such as hats, electrical appliances, flowers and Fifty Club compacts also stimulate perfect attendance ior Fifty Club members. Admission to broadcasts is by ticket, which can be obtained by writing f emcee Lyons. AIRFAX: First Broadcast: February 18, 1946. Broadcast Schedule: Monday through Friday, 1:00 1:30 P.M. Preceded By: Everybody's Farm. Followed By: Life Can Be Beautiful. Sponsor: Procter 8C Gamble. Station: WLW, Cincinnati, O. Power: 50,000 watts. COMMENT: There's no reason why this format which has proved so successful on the networks isn't equally suitable for local broadcasts. Such broadcasts require a skilled emcee with a glib tongue. APRIL, 1 946 • 137 •