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mm Although a mere strip of a boy (recently turned 22), production manager Chetjf Behrman has almost five years of radio production experience to his credit. Hoosier to the hone, Tuost of his work has been done with 250 and 3,000-watt stations iii Indiana. Exception: television experience in California. His heart's desire is to write and direct television productions. .
2^0 Watts of Showmanship
Originality and Showmanship in Promotion an Essential for the Small Station Anxious to Make Its Voice Heard, Long Remembered
by CHET BEHRMAN, production manager, WKMO, Kokomo, Ind
*'Once upon a time, there was a little town . . . far from the Magic Land of CBS. The people called this little town Kokomo because it nestled snugly in the green meadowland of north central Indiana. Its clean, shaded streets wandered geometrically among the maze of tiny buildings, around parks, and over bridges. Saturday's sidezvalks winced under the footfall of hundreds of shuffling shoes and longed for the lazy ease of Wednesday afternoon when all the stores were closed. By eleven o'clock at night the xvinking stoplights managed to hold at least one or two cars at bay, solemnly solving a traffic problem^ zvhich didn't exist. Yes, it ivas exactly ivhat you'd expect a town named Kokomo to look like. And that's why the people gave it that name.
"Noiv there are many important people who live in Kokomo, but noiv we are going to talk about only tzvo. One is a queer little man knozvn by the queer name of Mr. Listener Ojfen On. He was given this queer tiame because he listened to the radio only in his odd moments. Mr. Listener Offen On zvas a very unhappy man."
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HOW many of us arc familiar with small towns like this? And how many of us are familiar with folks like Mr. Listener Offen On? W^KMO wa? familiar with both, and in its brief yean of existence had learned to thoroughl) understand both. Perhaps this under standing was one of the reasons for WKMO's winning first prize in CBS'{ recent Program Promotion contest. Plan ning the campaign presented the usua promotion problems, plus those peculiai to small-station operation. Ihese addi tional problems might all be sunmiec into one: originality versus conservatism
In may ways a small radio station musi! be conservative. If it tries to imitate it! big brothers by turning out live pro grams in (|iiantity, it is inviting nc only bankruptcy but something infi nitely worse, an audience that rightful ly wrinkles uj) its nose at poor quality Ihe small radio station knows that i cannot afford to produce even one halfi hour segment a week featuring nnrrn talent. I rue. a small station has the op port unity to dn'clop name talent Iron local talent; but if local talent achieve such success, it no longer needs the smal station and subsequently runs, not walks to the nearest network.
Realizing this, some small station|
RADIO S HOWM ANSH IP