Radio showmanship (Jan-Dec 1946)

PROOF 0' THE PUDDING Results based on sales, mails, surveys, lon|r runs and the growth of the businees itself. Drug Products PICK THE HITS Wliat brightens the noontime period for radio listeners on two Canadian stations, CKEY, Toronto, and CJAD, Montreal, is a fast-moving, up-tothe-minute musical contest in which listeners Pick the Hits. In Toronto, the series is on for Forhan's Toothpaste, and since the sponsor took over in September, 1945, some 84,263 letters have been received, wdth proof-of-sale enclosed with approximately 15 per cent of the mail. Series has a (limbing average of 5.6. In Montreal, CJAD has received as many as 4,000 letters in a single day. On one occasion, the week's draw of mail was 12,000 letters. It's rating is logged at 6.3. Since April Londonderry Ice Cream Mix has cashed in on the program's popularity. Three popular hit tunes are played each day, and listeners are invited to list them in order of popularity with the station's audience. Next day the order is tabulated from the letters received. One letter is picked at random on the broadcast, and if the three times are listed in the right order, the listener wins the jack-pot. If not, the jack-pot is upped its original value. Value increases initil there is a winner on a later broadcast. If a proof-of-sale of sf>onsor's product is enclosed, the prize is doubled. AIRFAX: Series originated at CKEY, and is now produced in syndicated script form by Imperial Radio Productions, Toronto. Series is available in the U. S. and Canada on a one to six-a-week basis. One studio announcer handles the entire production. Scripts are prepared by Howard C. Caine, with time allowance • 210 • for two full commercials. Producer: Imperial Radio Productions. COMMENT: Simplicity in format is essential for programs of this kind, and here's one that is readily understandable to every age level. With its merchandising angle that is easily adaptable to any market, the show has what it takes to turn in results, saleswise, for almost any product. Electrical Supplies LONGHORN JOE'S WESTERN RANGERS Some four years ago KROAV, Oakland, Cal., went on the air with a modest little program of cowboy music. Billed as Longhorn Joe and His Western Rangers, it was scheduled each week-day afternoon, with Longhorn emceeing the 30-minute show of recorded and transcribed western tunes and ballads. Requests w^re played, dedications made. \\^ith the coming of the war and the influx of war workers from all parts of the nation, the prairie Americana musical show was stretched to 45 minutes, then to a full hour. Requests came in so thick and fast that Longhorn had to declare no-request periods of from one to two weeks to catch up with the back-log of requests. Commercial almost since the begin ning, the full-hour show had two spon sors. When one changed his merchandising policy, switched to newscasts, Ser vant's Appliance Co. %c Furniture Warehouse was quick to step into the breach. Longhorn was no pig-in-a-poke to Servant's: an announcement adjacent to the show had proxed the value of the broadcast previously. VV^indow posters done in the western theme pid)li(i7e the broadcast under the Servant's banner. Commercials on furni ture and post-war electrical appliances are all done in character by Longhorn. Slogan: "Yonr humble Servants!" AIRFAX: Unknown except to KROW staff members if the real identity of Longhorn. While his characteriza tion pictures him as a not-too-well educated hill-billy in reality he is a Bay area ad-man who knows his onions First Broadcast: May 14, 1945. Broadcast Schedule: Monday through Saturday, 5:00 5:30 P.M. Preceded By: Nevada. Follftwed By: More Longhorn Joe. RADIO SHOWMANSHir