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ions of the moment since June 1, 1935. Since that time, the five-minute feature has established itself with an ever increasing audience until currently it has a CoNLAN rating of 12.3.
Well pleased with results is assistant manager, James L. Gordon. One prooloT-pull: om-of-town customers with no newspaper contact invariably mention radio as the force which brought them into Gordon's. Currently, Gordon's diverts 50 per cent of its advertising budget to broadcast activities.
AIRFAX: First Broadcast: June 1, 1935.
Broadcast Schedule: Monday through Saturday, 9:10
9:15 A.M.
Preceded By: Safety Program.
Followed By: Lora Lawton.
Sponsor: Gordon's Style Shop.
Station: KGNC. Amarillo, Tex.
Power: 5,000 watts.
Population: 54,385.
COMMENT: Here's evidence of the value of consistent effort over a period of years. A program need not be elaborate. It need not be expensive. But if it's a program a specific audience wants to hear and is aired at the time that audience is available, it's almost certain to be a success.
Participating
HOMECHATS Live, Laugh and Love, theme song of CKLW's Homechats program, epitomizes the spirit of this weekday feattire aired in the Detroit area by M}Ttle Labbitt. That the approach is a short-ctu to the feminine ear is indicated by returns of a free trial package and recipe offer which put Myrtle Labbitt up close to the top when an analysis was made for this spot broadcasting operation on the basis of cost and mail returns. AVhile the average cost per inquiry in eight metropolitan markets was 26c, the cost per inquiry in the Detroit market was only 14c. That record was topped
"T/7e * DOCTOR on the AIR"
^ Program spots, interviews ^ 5 and 15 minute features * Live or transcribed
FREDERIC DAMRAU. M. D.
247 PARK AVE.. NEW YORK. N. Y. WIckersham 2-3638
only by Maitha Brooks, over A\'GY, Schenectady, with a low of lie. Cost range: from lie to $2.11!
A participating program, the series is designed primarily to appeal to the modern homemaker. Editorial material includes news of local events of particular interest to w^omen, as well as cultural and cltib news, in the informal manner. The Homechats audience is also given news of the latest developments in hotisehold appliances, new foods, unusual recipes, new fabrics, etc. Reviews of current books, inter\ iews with visiting celebrities, other tid-bits of this nature, add spice.
Additional evidence that Myrtle Labbitt strikes a responsive chord from her listeners: in 1945, approximately 600 organizations contacted her for talks.
AIRFAX: Broadcast Schedule: Monday through Saturday, 9:30-9:45 A.M. Station: CKLW, Detroit, Mich.
COMMENT: Homemaker's programs ha\e turned in remarkable sales records. They have also contributed in full measure to audience confidence in radio.
MAY. 1 946
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