Radio showmanship (Jan-Dec 1946)

standing. Tlie winner of each week's contest is announced on the Saturday program, and Haag awards the winner the merchandise he had listed on his ballot. AIRFAX: First Broadcast: December 3, 1945. Broadcast Schedule: M-W-F-S, 10:15-10:45 P.M. Preceded By: News. Followed By: Sports. Sponsor: Haag Drug Co. Station: WIBC, Indianapolis, Ind. Power: 5,000 wans. Population: 422,666. COMMENT: Here's a complete advertising-merchandising package, containing entertainment, human interest and audience building elements, plus a potent point of sale merchandising tie-in. More powder to the local station that takes the time and trouble to build such programs for its local advertisers! left all but spot radio out of our advertising budget. AVe're highly enthusiastic about this new show." AIRFAX: Three commercials used on the quarter-hour period evolve from clever tie-ups between song titles and the featured merchandise. Allan Page produces the show, with Jerry Parrick as account executive. First Broadcast: December 3, 1945. Broadcast Schedule: M-W-F, 6:30-6:45 P.M. Preceded By: Jack Smith Show. Followed By: Phillips 66 News. Sponsor: Kamber's. Station: KOMA, Oklahoma City, Okla. Population: 202,662. COMMENT: Dead right is the local or regional advertiser who insists upon the right program, the right time, the right station, and all the rest of it, w^hen he goes into program radio. Balance these factors and you have a tailor-made pattern for broadcast success. Luggage Stares ORCHIDAIRES Desire for a prestige means of reaching potential customers for a prestige luggage and accessories store led Kamber's, Oklahoma City, Okla., to turn to radio and KOMA. What KOMA came up with was a smooth listening cocktail entitled Kamber's Orchidaires. Show was recently signed for a 52-week run, three times weekly at 6:30 P.M. Beamed to the discriminating feminine listener, the c[uarter-hour show features music by Jean Knight at the Hammond organ, with songs by Jean Gordon, Oklahoma City singer who has appeared with Cass Daley, the Merry Macs, Jan Garber, Chuck Foster and Red Norvo. Commercials woven into the script between and over the songs and music are read by Jerry Marx. Program plugs new higgage, handbags and other travel items, with institutional copy promoting the store as a mecca for smart shoppers. A gimmick in the form of an orchid presented to a selected feminine listener is pari of the format of each broadcast. Orchid is delivered the day following. Upon signing the contract which saw his entry into progiam radio, Milton Kamber had this to say: "We've long felt that radio offered a forceful means of reaching a new and greater market, but until \vc (oiild get ihc right program, we Jewelers NATIONAL STREET QUIZ It's worth monev to the passers-by to linger in front of the National Jewelry Co., Greensboro, N. C, when the National Street Qiiiz goes on the air over WBIG. Cash prizes are awarded those who correctly answer the questions of cjuizzer Bill Jackson. Consolation prize for losers: one dollar cigarette lighters. Commercials play up seasonal items in jewelry, luggage and other merchandise, with emphasis on good wall. Only one commercial at mid-point on the 15-minute weekly feature gives the sales pitch for National, a credit jeweler. E\ idencc that it is a successful formula: National's recent 52-week renewal. AIRFAX: First Broadcast: September 20, 1945. Broadcast Schedule: Thursday, 11:45-12:00 (Noon). Preceded By: Treasury Salute. Followed By: Kate Smith Speaks. Sponsor: National Jewelry Co. Station: WBIG. Greensboro, N. C. Power: 5,000 watts. Population: 73,055. COMMENT: Programs of this type represc'iii a short-cut to the mass audience. When there is sufficient variety in program content from broadcast to broadcast to maintain listener interest, that audience is almost certain to grow from week to week. Not to be overlooked here is the opportunity to create store traffic. • 170 RADIO SHOWMANSHIP