Radio showmanship (Jan-Dec 1946)

offer to Tohie and Susie listeners. In the script, the couple was married, and listeners were offered an 8x10 wedding photograph. As the result of two announcements, 9,000 listeners in Iowa, Minnesota, \\'isconsin, Illinois and Missouri ixquested the photograph. AIRFAX: Continuity is written by Neil Schaffner, who also plays the role of Tobie. WMT's program director, Doug Grant, is in charge of production. First Broadcast: March 21. 1938. Broadcast Schedule: Monday through Friday, 1:001:15 P.M. Preceded By: Market Reports and Iowa Cornhuskers. Followed By: Perry Mason. Sponsor: Wait's G-M Cough Syrup and Linament. Station: WMT, Cedar Rapids-Waterloo, la. Power: 5,000 watts. COMMENT: Mail response of this kind gives evidence a-plenty of the value of programs with human interest appeal. It's programming of this kind that gets results. Drug Stores RHYMALINE TIME Listeners start the day off with a laugh and a song with Rhy maline Time. Broadcast over KMBC, Kansas City, Mo., six times weekly for the Katz Drug Comany, with stores throughout the middlewest, the half-hour feature is heard at 7:45 A.M. W^hen Katz introduced the program, the time contract was for 15-miniUes, five times weekly. On the last day of the year, the program was expanded to a half-hour feature, with Saturday added to the schedule March 16. Listening audience receives daily eight cash awards of one dollar for the best requests in rhyme for individual musical selections provided by Harry Jenks at the piano and organ; Ted Ross, tenor vocalist. Saturday is known as a siiper-dooper day when a grand prize of ten dollars is ^i\('n lor the best bit of doggerel submitted during the week. David Andrews, emcee, leads the pi ize-winning verse, pro\ ides the laughs. AIRFAX: First Broadcast: August 13, 1945. Broadcast Schedule: Monday through Saturday, 7:45 8:15 A.M. Preceded By: The Tune Chasers. Followed By: The Food Scout. Sponsor: Katz Drug Co. Station: KMBC, Kansas City, Mo. Power: 5,000 watts. Population: 602,046. COMMENT: There has been a tendency to clutter up audience participation shows with too many complicated angles. The idea here is simplicity itself, but it pro i \ ides the sponsor with an excellent mer j chandising hook. Jewelers BIRTHDAY CLUB When Peoria, 111. residents light the natal candles, the Kay Jewelry Co. doesn't let the event pass unnoticed. For 15 years, Kay has used radio time on WMBD with a five-minute birthday feature, six days a week, plus a periodic schedule of spot announcements at various times of the ^ear. AVith WMBD the only station carrying advertising for the Peoria store, Kay reports excellent results irom its consistent use of broadcast advertising. C^omments manager, Ralph Caplan: "Our steady use of W^MBD has paid generous dividends, year after year." AIRFAX: Five-minute feature combines music with birthday greetings to those celebrating natal days. First Broadcast: 1931. Broadcast Schedule: Six times weekly, 5 -minutes. Sponsor: Kay Jewelry Co. Station: WMBD, Peoria, 111. Power: 5,000 watts. Population: 105,087. COMMENT: jewelers ha\e found a combination of institutional advertising and direct selling at peak seasons a successful formula for broadcast advertising. Sponsor here applies that principle with a (ombination of spot announcements and a year-round program. Women's Wear STYLE NOTES Style Notes off the Gordon's SvLE Shop cull and broadcast over KGNC, Amarillo, Tex., has helped delermine milady's preference in the fash 174 RADIO SHOWMANSHIP