Radio showmanship (Jan-Dec 1946)

LITTLE RED SCHOOL HOUSE Teachers who bemoan the interest their pupils show in blood-and-thunder radio offerings are quick to champion the cause of radio-fare with educational value. To call attention to just such programs. WOWO, Fort Wayne, Ind., releases a weekly school bulletin for members of high school teaching staffs. Mimeographed bulletin is divided into departments to give teachers at-a-glance information about programs on the air of special interest to their departments. First bulletin of the fall featured programs of interest to teachers of speech and drama, social science and speech, physical education and sports. Bulletin goes to superintendents, principals and teachers in the schools throughout WOWO's primary area in Indiana, Ohio and Michigan. CLAIMS TO FAME To help create greater understanding of radio's contribution to community life, this series will highlight the development of stations who subscribe to RADIO SHOWMANSHIP for their advertisers in various parts of the country. PRETTY PICTURE When Mrs Housewife does her morning shopping, it's a safe bet that her selection of brand name products will be influenced by the radio programs which the food manufacturers broadcast over the airwaves. Such programs do double duty in that they create national consumer preference and they also stimulate local dealer good will. With its Radio Picture News, KFAB, Omaha-Lincoln, Nebr., has gone one step further. Distributed through all SAFEWAY stores, the four-page brochure features a photographic display of such air favorites as Aunt Mary, whose story is brought to KFAB listeners by KITCHEN CRAFT FLOUR. Another picture layout reminds listeners of Dr. Paul, sponsored by EDWARDS COFFEE. In each case, the reader is reminded that the products are sold at all SAFEWAY STORES. Center spread includes the KFAB program schedule, with photographs of network stars as eye-catchers. First edition of the Radio Picture News came off the press in February. CANDLES WERE LIGHTED To commemorate radio's silver anniversary and the fourth birthday of KPRO, Riverside, Calif., a duo of gala shows featured radio executives and celebrities: programs were held at community clubs; a series of man-on-the-street broadcasts were conducted and a studio open-house was given. Two weeks prior to National Radio Week, KPRO broadcast spot announcements pointing up the pending birthday parties. A mayoralty proclamation designated a Riverside Radio Week. Newscasts were broadcast direct fom the station's news rooms to the Fox Theatre, and a 15-minute daily man-on-the-street show further spread the good word. On the occasion of the first birthday party, a two-hour mirth-packed program filled the San Bernardino Municipal Auditorium. A second party drew a full house at the Riverside Municipal Auditorium. Throughout the week, a continuous open house was held at the KPRO studios in Riverside and in San Bernardino. Direct mail invitations, printed posters and newspaper advertising were also part of the promotional package. IN THE GOOD BOOK To establish a beach head with St. Louis, Mo. listencs 260,000 booklets listing KSD radio programs were distributed ir-i St. Louis and St. Louis County. Two hundred and fifty thousand of the listings were distributed fn-m door-to-door, one for almost every home in St. Louis. Ten thousand were distributed by mail. Booklets, indexed for easy reference, list programs according to their content: news, news features, news commentators, popular music, variety and comedy, fine music, dramas, quiz programs, religious programs, daytime serials and miscellaneous. SALUTE TO WPAY When WPAY, Portsmouth, O., joined the Columbia Broadcasting System and opened its newly-enlarged quarters to the public on March 1, another milestone was reached. The two-day celebration, with open house and special programs, was a far-cry from the radio infant that Portsmouth listeners first heard in April, 1935. It was at that time that what had been little more than a hobby for a Mt. Orab garageman was moved from this village near Cincinnati to Portsmouth. WPAY went on the air as the radio servant of Portsmouth. What happened in January, 1937, is indicative of the fact that WPAY has established itself as an integral part of the community. With flood waters raging, WPAY provided a means of communication for rescue work in the flood area, with short-wave transmitters and receivers, on a 24-hour basis. In addition to public service, 80,000 personal messages were relayed. WPAY's public service extends to help in fires, accidents, airplane crashes. Victory Bond drives, War Chest and Red Cross campaigns, civilian defense, search for tnissing persons, calls for blood donations and advice to employes in regard to changes in schedules or resumption of operations of local industries. That this same principle of service applies to the people who make local radio possible, namely, the local and regional advertiser, is indicated by the support local advertisers gave WPAY on the occasion of its switch from Mutual to Columbia. Almost 30 advertisers took paid space in the March 1 edition of the Portsmouth Times to extend congratulations to the station. Most of the advertisements featured a tie-in between tke firm and its WPAY radio offering. In 1938, Brush-Moore Newspapers, Inc., purchased half interest in WPAY, and a new organization. The Scioto Broadcasting Co., was formed, with Ralph H. Patt, Jr. as general manager. Under his direction, the staff of WPAY was enlarged, a new antenna system installed, and the power raised. Mr. Patt, now in the navy, was succeeded by Paul Wagner, with Gerald F. Boyd as assistant manager. To offer a wider coverage of local events, WPAY has set up a news department, with United Press and Press Association wires. In the days that lie ahead, radio can do much to link the freedom-loving people of the world together in a great communication system. WPAY is striving to play its part to achieve international understanding and cooperation. Recognition of this activity came during National Radio Week, when John M. Salladay, Portsmouth mayor, broadcast a proclamation extolling the efforts of radio in the edu<-ation of America, with special praise for the activities of WPAY in times of crisis. At that time the mayor presented the station a plaque ioii the National Association of Broadcasters given i. •■ mf.titorious service on radio's twenty-fifth anniversary. 178 RADIO SHOWM ANSH IP