Radio showmanship (Jan-Dec 1946)

When he offered his audience a picture o£ himself, 200 resf>onded in jig time. In putting Shorty Wilkerson on the air, Intervalley had one eye to the fuure. When Case Farm Machinery again becomes available, its Yakima dealer plans to work up a hill-billy band which will be available for rural gatherings. Shorty, who has appeared with Bob Wills and his Texas Playboys, and on Grand Ole Opry, represents the first step in that direction. AIRFAX: First Broadcast: May, 1946. Broadcast Schedule: Monday through Friday. 6:457.00 a.m. Preceded By: Wake Up Yakima. Followed By: News. Sponsor: Intervalley Equipment Co. Station: KIT. Yakima, Wash. Power: 1,000 watts. Population: 27,221. COMMENT: When the advertiser knows his market, gives his listeners what they want to hear at a time when they are free to listen, the sales battle is half won. Consistency of effort does the rest. Participating LEROY MILLER CLUB If mail count is an indication, there are no inactive members in the Leroy Miller Club. When he staged a contest over WFIL, Philadelphia, Pa., to elect an honorary president for the club, 29,000 votes were cast. To an invitation to attend a Leroy Miller Club outing at a local park, 20,000 fans responded. Since August, 1945, 4,500 regular members have been recruited. Average monthly mail count: 1,000! What keeps the fans in line is a one and one-half hour program of popular music on records, with all music played on request. In addition, the correct time is given every five minutes, and there is a h'beral sprinkh'ng of gags, sound effects, imitalious and impersonations, birthday and aimiversary greetings, gossip aboiu recording artists, good humor and chatter. When Leroy Miller came to WFIL from another Pliiladelphia station all but one account came with liim. The remaining time was sold by WFIL within 21 hours. Time is sold only in strips, on a six-a-week basis. All sponsors furnish straight copy, and Miller ad-libs the commercials as the spirit moves him. AIRFAX: Program is slanted for the family breakfast table audience, with particular appeal to the teen age group through the use of popular music and the Leroy Miller Club angle. First Broadcast: August 13, 1946. Broadcast Schedule: Monday through Saturday, 7:007:30 a.m.; 7:45-8:45 a.m. Preceded By: News. Followed By: News. Sponsor: Johnson Laboratories; Commonwealth Optical Co.; Griffin Shoe Polish; Tom McAn Shoes; Bond Clothes; Lyons Finance; Thornton-Fuller Auto Service; Erlanger Brewing Co. Station: WFIL, Philadelphia, Pa. Power: 1.000 watts. Population: 2,081,602. COMMENT: It's the personality of the announcer in a program of this type that determines the success or failure of such an offering. Advertisers who put their money on an announcer who has what it takes reap rich rewards. Public Utilities CAMPUS RADIO THEATRE Talent isn't hidden under a bushel basket in Tacoma, Wash., thanks to the Tacoma City Light Co. For six consecutive years talent from six high schools and two colleges has had the KMO spotlight once weekly during the school season. Evidence that listeners appreciate City Light's public service gesture: 1600 people turned out for the Music Festival which climaxed the 1946 season. Dramatic, vocal and instrumental talent have all taken curtain calls on the Campus Radio Theatre. Programs are written and produced by students under the supervision of KMO's Arnold Benum. Series is presented by City Light as a contribution to the development and expression of high school and college talent. No commercials are used, other than brief opening and closing credit lines. Each week the time is turned over to an individual school. For the Music Festival wind-up to the 1946 season, representative talent from all schools in the area was given lop billing. At the conclusion of the 30-miniUe broadcast, members of the audience staved on for a two 284 RADIO SHOWMANSHIP i