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PROOF 0' THE
PUDDING
Results based on sales, mails, surveys, long runs and the growth of the business itself.
Beverages
MILD AND MELLOW To establish a program that Avoiild perform an institutional service during the wartime beer shortage and that woidd later do yeoman service in direct product sales, the Los Angeles Brewing Co. decided that what was called for was something Mild and Mellow.
Designed for noontime relaxation, Mild and Melloiv is a 30-minute KHJ feature of popular and semi-classical mtisic on record. Evidence that the program made a hit with afternoon shoppers, truck drivers, employees on noonhour rest periods, others with a thirst for EASTsmE Beer: what started as a quarterhour feature was upped to 30 minutes when the series went into its second year.
Ripley item: for one full year there was never a straight commercial pitch on the show, and even with the strictly institmional approach, EASTsn)E was unable to make supply keep up with demand. Signs of the times: EAsrsmE's program now strikes a soft commercial note, with one-minute commercials in each 30-minute broadcast.
AIRFAX: First Broadcast: November 27, 1944.
Broadcast Schedule: Monday through Friday, 12:301 :0() P.M.
Preceded By: The Johnson Family.
Followed By: The Frolics.
Sponsor: Los Angeles Brewing Co.
Station: KHJ, Los Angeles, Calif.
Power: 5,000 watts.
Population: 3,497,074.
Agency: Lock wood-Schackel ford Adv. Agcy.
COMMENT: A ( oiisisicni , casy-to-remembcr s(h((liil( is ;m iinporlant factor in building listening iiudicncc's. Wisely, the
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sponsor here selected a type of program that could be maintained o\er a period of time with little change in format.
Jewelers
TELLO-TEST In Washington, Pa., the S. A. Meyer Jewelry Store wanted a radio program that would produce instant and constant reaction to sales messages. It gave the nod to Tello-Test, nationally syndicated telephone quiz game with a straight money give-away angle. In jigtime, Tello-Test was the talk of the town. When a new question pops up on the program, school teachers post the question on classroom blackboards, have their students check reference books for the correct answer.
W^ell pleased with the fact that store traffic has doubled since it took on sponsorship of the A\;JPA feature is the S. A. Meyer Jewelry Store.
AIRFAX: After a question is raised, announcer telephones listeners at random. The S2.00 per telephone call keeps building until the question is correctly answered. Those who muff their chance for fame and fortune receive a one dollar merchandise order as consolation prize.
First Broadcast: November 6, 1945.
Broadcast Schedule: Monday through Friday, 6:306:45 P.M.
Preceded By: Old Corral. Followed By: Music on Parade. Sponsor: S. A. Meyer Jewelry Co. Station: WJPA. Washington, Pa. Power: 250 watts. Population: 29,182. Producer: Schwimmer & Scott.
COMMENT: Shows which are equally effecti\e in large and small communities, among listeners of all types, in e\ ery part of the country, don't grow on trees. Here is an easy-to-produce feature with just such a record!
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RADIO SHOWMANSHIP