Radio showmanship (Jan-Dec 1946)

Record Details:

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Good Will ♦ ♦ ♦ ♦ ♦ On Wheels Public Service and Good Entertainment Designed to Create Good Will Now, Sales Later, Puts Fields Chevrolet Co, On the Radio by KEN T/LLSON, radio director, Mac Wilkins, Cole S Weber, Adv. IX designing a radio progiam for our client, the Fields Chevrolet Company, Portland, Ore., we aimed at two important objectives. One: to produce a progiam which would combine the \alues oi public service and good entertainment. And two: because of the lack of new cars to sell, to justify the client's expenditures in an advertising campaign which could not realize immediate financial returns. In other words, to establish fa\orable sponsor identification with the public and to j^rotect a good will which had been buili iij) oxer a long period of time. 230 In Oregon Albinn we worked out a radio vehicle suitable for this twofold purpose; a program deliberately designed to create good will as a public ser\ ice feature ?mw, and to directly sell the sponsor's merchandise when that mere handise again becomes axailable in a competilive market. Ui'R finished presentation met with enthusiastic response from Arthur L. Fields, head of the Fields CHE\R()iJ.r Company, and the program ^\as contracted for after a single audition. Set up as a weekly half-hour show on KG^\^ Orrgofi Alburn featmes drama and music in balanced cjuantity. The title suggests the format: "dramatized vignetfes jrotn the history of our rieJi and (olorful Xorthwest," biu with no chronological pattern to restrict timely scripts written aroinid significant dates in Oregon history. Among the stories depicted: The Harlow Road; The Origin of the Xanie "Oregon"; How Lost Lake Oot Its Xd/ne: 'The Story of "Goose Hollow" (original site of present-day Multnomah Siadiuin); 'The First White Wojne?! in ())-eo()n: 'The Legend of Xeahhahnie Mountain: The lionuniee of John McLoui^hlin's Son, Dai'id; and so on. RADIO SHOWMANSHIP