Radio showmanship (Jan-Dec 1946)

Public Utilities PROOF 0' THE PUDDING Results based on sales, mails, surveys, long runs and the growth of the business itself. Bakeries DERST CHOIRS In a market wiili a large negr(j population, which has a limited means oi sell-expression, Derst Cllioirs has a unique record of combining j^idjlic ser\ ice with building good will lor the sponsor. I he program features a different negro church choir each Sunday, with a short spiritual message from the church's pasK^r. Commercialization is linn'ted to sf>onsor identification at beginning and end of the half-hoiu program, aired over W'SAV, Savannah, Ga., for the Dkrst Baking Co. Effectiveness of this ]ji"ogram best indicated by the fact that it has been a regular Sunday feature of \VSAV since March I, 1942, under the same spoirsorship. Imoih all indications it will continue lor an ecjualK long period. AIRFAX: First Broadcast: March 1, 1942. Broadcast Schedule: Sunday, 3:00-3:30 P.M. Preceded By: One Man's Family. Followed By: World's Most Honored Flii^hts. Sponsor: Derst Baking Co. Station: WSAV, Savannah, Ga. Power: 250 watts. Population: 155,000 (metropolitan, estimated). COMMENT: S j>o n so i cd bi oadc asts can and do perlorin a dcdnilc jxiblic set vice, provided such a piogiaiii is carelulh chcjsen, and the sjjonsor keeps commci ciali/alion within limits appiopriatc to llic s]>ijil ol the piogiam. Piogiaiii licic is suitable lor many types ol sj)onsors, and adaptable (o almost any connmrnily uiili small change in lonnal. .Minority groups rcprcseni a real oj^por (unity lor sponsois whose pio(lu(ls lia\e mass appeal. SERENADE FOR SMOOTHIES When the Ohio Bill. ItiJii'iiONL Company, Cleveland, ()., embarked on the Serenade (or Smoothies over WGAR it was with some misgivings as to its ultimate worth in assisting the company in recruiting young wT)men for various telephone positions. What created the anxiety was not the type of program, but rather the fact that Ohio Hi i.L was embarking on a venture tliat had not f^een tried in its section of the country. Iry-it days are now over. For many months, Ohio Bell has been on the other side of the fence, telling Bell System companies the benefit of tliis program. Ohio Beil now believes that radio has mcjre tfian prc:)ven its worth as a regtdar medium for recruiting young women for work in the company. What the company had to report: in January, 1946, 14.2 per cent of all applicants attracted to its employment oliice came as the result of the r adio series. Ohio Bell statistics also point up the value of consistent, sustained effort. In January, 1944, 1.2 per cent of all applicants had been attracted to the work as the result of the radio series. With seasonal and other variations, the upward trend began the following month, still continues. Kudo: winner of the Award ol .Merit h)r the most effective direct selling sponsored program developed by a c lear c haniiel radio slat ion. awarded at the second annual Radio and Business (Conference sponsoied l)\ I he (aty CCollege School ol Business, New York City. Kvidence that a good sellini^ piograiii can also rale lop billing with listeners: due lo I he show's increased popularity, W (».\R now feeds the program to WHIO, I)a\lon, and WP>\S, Columbus. AIKI'AX: Designed to appeal to teen-agers or young people in their early twenties, tne program features both sweet and swing music, and in many cases has included new tunes many weeks before they became popular nation-wide hits. All music is especially arranged for orchestra and vocalists. Talent includes a tenor, a sister quartette, and the Serenaders, a 16piere orchestra directed by piano soloist, Henry Pildner. Musical personalities who appeal to teen-agers are fiinslarred on the show when they appear in Cleveland. Series is produced and directed by WGAR's own Wayne Mack. First Broadcast: January, 1944. Sponsor: Ohio Bell Telephone Co. 244 RADIO SHOWMANSHIP