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AIRING
THE NEW
New radio programs worth reading about. No result figures as yet.
Followed by: News.
Sponsor: Sturtevant's Dairy Prodiici-*.
Station: WOC, Davenport, la.
Power: 5,000 watts.
Population: 218,000.
Producer: NBC Radio Recording Division.
COVMENT: For those (orKcrncd with the problems of local and regional radio advertising, why they bought it and how they use it represent the crux of the matter. The more carefidly the answers to these two questions are worked out, the greater are the chances for a successful (ampaign.
Dairy Products
ART VAN DAMME QUINTET Sturtevant's Dairy Products company, faced with making a decision between the use of spot announcements or a radio program, decided on the latter because of the nature of the product. Sturtevant milk is bottled in the exclusive paper container, and the firm felt it could tell this story of complete sanitation and safety to the housewife more effectively through a program aired over WOC, Davenport, la.
With that decision reached, Sturtevant's wasted no time when a. 7:45-8:00 A.M. period just preceding the news became available. Since the housewife would not yet have placed her order or bought groceries for the day, 7:45 A.M. represented a good opportunity to make friends, influence people.
Next step was to determine what type of program would best serve the sponsor's purpose. Since the time was early morning, a lively type of show seemed indicated. Because Art Van Damme' s Qjiinlel and songstress Louise Carlyle had an already established group of followers in the area, Sturtevant selected the new transcribed series as its radio mouthpiece.
AIRFAX: Aa NBC-RRD transcribed feature. Art Van Damme Qumtet features Art Van Damme, tlie man who gets a rocking beat from tiie accordion. With the addition of bass, guitar, vibraphone and drums, the quintet puts accent on rhyttun. Songstress Louise Carlyle is currently starred on the networlc feature, Sunday Evening Party. First Broadcast: February, 1946. Broadcast Schedule: T-Th-S, 7:45-8:00 A.M.
Drug Products
CROSSROADS CAFE Listeners may be dining in their own homes at 6:30 P.M., but the meal is made more enjoyable because they can be present in spirit at the Crossroads Cafe. With Rita Hackett as hostess, the WLW feature offers Cincinnati, (). listeners plenty of music and entertainment at this mythical restaurant.
In addition to a 12-piece WLW orchestra and featured vocalists, those who dine at the Crossroads Cafe get ring-side seats to observe celebrities at first hand. Program is slanted lor a mixed audience of both urban and rural listeners, and a prominent guest is interviewed on each show. Movie and legitimate stage stars, lecturers, authors, farm leaders, or anyone with an interesting story to tell end up at the Crossroads Cafe, where Vicks currently is host.
AIRFAX: First Broadcast: October 2, 1944.
Broadcast Schedule: Monday through Friday, 6:30
6:45 P.M.
sponsor: Vicks.
Station: WLW, Cincinnati, O.
Power: 50,000 watts.
Population: 685,945.
COMMEiNT: Here's a relatively simple format that can be adapted to the needs of almost any sponsor. Programs of this kind have been as successful on small stations in small market areas as they have been in metropolitan centers. In their favor is the fact that musical selections can be geared to local preferences.
MAY, 1946
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