Radio showmanship (Jan-Dec 1946)

Music Store on the air with It's the Berries. All records used on this Saturday night, hour-long program are supplied by the sponsor. Included on the program are latest releases in stock that are best sellers or on their way to the top, with an occasional best selling album featured on the show. Fotu one-minute spot announcements carry the message, saleswise, for the sponsor's record and record player stock, with the commercials ab-libbed by annoimcer Paul Price. Commercials include sidelights about the artists heard on the recordings. Definitely a pop show, the series is slanted at the younger generation. Program is aired Saturday, 11:00-1 2: 00 (midnight). AIRFAX: First Broadcast: July 7, 1945. Broadcast Schedule: Saturday, 11:00-12:00 (midnight). Preceded By: Tales of the Foreign Service. Followed By: Arthur Murray Dance Time. Sponsor: Tom Berry Music Store. Station: WGL, Fort Wayne, Ind. ^ Power: 250 watts. COMMENT: Nothing could be more logical than a record show for a record department. It's that type of unity between program content and product advertised that breaks sales records. Participating TALKIN' TIME Almost any time is Talk in' Time for the distaff side, but in Fort Wayne, Ind., one w^oman gets the center of the floor at 1 1:00 a.m. For 30 minutes Mildred Jones holds forth over WGL on items of interest to women, and what she savs is dircctlv translatable into increased sales for participating sponsors. One spoii sor, a photographer, after a one-week free picture offer, asked that the offer be with drawn because he was swamped with or ders and lacked facilities to take care ol them all at once. Five non-competitive manufacttirent and retailers get participating annotuice-i ments on each broadcast, and diuTngt 1945, Talkin' Time had but fotu' cancel! la t ions. AIRFAX: A WGL feature for the past five years, the show is informal in manner, with mikestress Jones and a WGL announcer passing the conversational ball between them. Commercial continuity is written by radio-woman Jones, with transcribed announcements taboo. Transcribed music helps pace the show. First Broadcast: 1941. Broadcast Schedule: Monday through Friday, 11:0011:30 a.m. Preceded By: Public Service. Followed By: Varied. Station: WGL, Fort Wayne, Ind. Power: 250 watts. COMMENT: In the last analysis, the acid test for the success of any radio campaign is results. Here's additional evidence that among women who listen to homemaker's programs, what is heard doesn't go in one ear, out the other. Finance NEWS Radio as a means of ptiblicizing the many facilities of the Salinas Nation AL Bank, Salinas, Calif., was a new idea to L. E. Wyatt, president and general manager of the bank, back in 1938. KDON, Monterey, was getting ready to open remote studios in Salinas, 20 miles away from the main studios, and the 12:15 p.m. news was to be broadcast from Salinas. KDON general manager. Reed Pollock, was convinced that sponsorship of the news wotild be a profitable venture for what was then a relatively new institution, and Mr. Wvatt was willing to take him at his word. But with the option to cancel at the end of one week. I hat was the beginning of what is now a record of almost nine years on the air. I hat, in spite of the fact that time costs are ahnost double what they were in 19.H8. In addition to coverage of general news, the broadcasts include mention of civic events, and Salinas National gives \ one hundred per cent support to local 318 RADIO S H O WM A N$H I P