Radio showmanship (Jan-Dec 1946)

AIRING THE NEW New radio programs worth reading about. No result figures as yet. AIRFAX: Music for the weekly program is jointly selected and prepared by T. W. Kirksey of Frederick Appliance, and WFMD disc jockey, Roger Carroll, who emcees the show. First Broadcast: March 23, 1946. Broadcast Schedule: Saturday, 8:45-9:15 P.M. Preceded By: Your Hit Parade. Followed By: Celebrity Club. Sponsor: Frederick Appliance Co. Station: WFMD, Frederick, Md. Power: 500 watts. Population: 15,802. COMMENT: Direct tie-ups between proi^ram and product contribute in no small nieastue to the success of any broadcast effort. Here, the entertainment itself is an excellenl product advert isemenl. Electrical Appliances VICTOR VARIETIES Radio advertisers in all fields ha\e found musical programs top favorites with the listening public. Reasoned the Frederick (Md.) Appliance Co., if the approach worked for the butcher, the baker, the candlestick maker, it ought to be even better for its Record Bar. Victor Varieties was l)orn as a halfhour of musical relaxation on WFMD. Top tunes recorded by the "World's Greatest Artists" are on RCA Victor records at the Frederick Appliance Company Record Bar. Intent and purpose behind the weekly program: to promote the sale of Victor records. Sponsorship was arranged by Frederick Appliance working through D & H Disiributor, Baltimore. Directed to the people interested in popular music, the Hit Parade type of audiciue, the program introduces to the listener songs or all)ums of popular music as well as tunes not so widely known, with an eye to educating the public to the music and (he artists involved. A brief, informative script describes the music played, with human interest bits about the composer and the history of the composition, with ad lib comments on personalities and times. Opening and closing commercials of approximately one-minute each. j)liig the Kaord lUn and R(>.\ VicnoR cj^ualit). Promotion lor the series inc hides mention at the bottom of ihe acKei tiser's daily newsjxiper column of new record listings. Electrical Appliances BATTLE OF THE BARITONES Savannah's younger generation, and a goodly portion of its older as well, are arguing the relative merits of favorite crooners as a result of the Battle of the Baritones. This allrecord show, sponsored by the Modern Electric Appliance Company, and aired by WSAV at 10: 15 P.M., features current records of Bing Crosby, Frank Sinatra, Dick Haymes and Perry Como. It is aired as a singing cc:)mpetition among them. A relatively new show, the Battle of the Baritones, has already established itself as a good mail puller, and has contributed to increased store traffic as well. The sjionsor merchandises the program with big display cards in the store. AIRFAX: First Broadcast: March 4, 1946. Broadcast Schedule: M-W-F, 10:15-10:30 P.M. Preceded By: News. Followed By: Ttiis Is the People. Sponsor: Modern Radio Appliance Company. Station: WSAV, Savannah, Ga. Power: 250 watts. Population: 15 5,000. COMMENT: Here's a new twist which lifts a program oui of the class of the run-ofthe-mill record show. It's an angle wliich creates increased listener inteiest and also pulls mail. The combination should stimulate store traflic. For tiexvs of authoritative medical scripts or platters adaptable to a zvide variety of hiisifiess }iccds, see page 245. \ • 238 • RADIO SHOWMANSHIP J