Radio showmanship (Jan-Dec 1947)

Commercial includes street addresses ol two Columbia store locations. AIRFAX: First Broadcast: October 18, »45. Broadcast Schedule: Monday through Saturday, 12:30 12:45 p.m. Preceded By: Glamour Manor. Followed By: Light Crust Doughboys. Sponsor: Eckerd's Drug Stores. Station: WAYS, Charlotte 2, N. C. Power: 5,000 watts. Population: 100,899. COMMENT: Neither commercial copy nor program content can be by-guess-and-bygosh for success with the broadcast medium. It takes planning on both counts to produce restilts. Shotgun tactics may produce response, but it's more certain when the sponsor takes a definite bead on his target. Finance FINANCIAL NEWSCAST Time was when Wall Street was a thoroughfare travelled only by the financially elite. To Joe Doakes, it was a dead end street full of pitfalls for the uninitiated. Not so today, when there's a broader base for the nation's financial strticture. And Joe Doakes is as interested as the next man in market (juotations and the latest stock reports from the New York Stock Exchange. To help him follow the market, the J. A. HoGLE & Company, Los Angeles, Calif., presents a five-minute Financial Xeivscast five times weekly o\'er KMPC. Series is strictly institutional in intent and ptirpose. AIRFAX: Series is conducted by Vance Graham. First Broadcast: October 21, 1946. Broadcast Schedule: Monday through Friday, 1:001:05 p.m. Preceded By: Bill Hay Reads the Bible. Followed By: Today in History. Sponsor: J. A. Hogle & Co. Station: KMPC, Los Angeles, Calif. Power: 10,000 watts. Population: 1,805,687. Agency: Darwin H. Clark Agcy. COMMENT: A program of this type, strictly institutional in nature, can contribute immeasurably to public confidence in business in general, its sponsor in particular. It's a pattern for personalizing finance and economics which has proved successful for banks and other institutions who serve as custodians of the almighty dollar for Joe Doakes and family. Paint Snijplies CANDLELIGHT AND SILVER During the war good paint was almost impossible to find in Savannah, Ga. Fre(juently, however, jjoorly made paint and paint substitutes were offered as first line merdiandise. Reputable paint dealers of the city realized that the sale and use of these unreliable paints would give a permanent black eye to the industry and sought a means ol combatting the situation. At the suggestion of VV^SAV, these dealers, comprising the Savannah Paint and Varnish Club, pledged themselves to sell only paints whose quality and value they could honestly recommend. An emblem was adopted for display in the windows of all member stores. Simultaneously they began to tell the public about the club and what it stood for, began to point out the club emblem as a guide to buying good paints. Vehicle chosen was Candlelight and Silver, a 15-minute Sunday evening program over WSAV. Sponsored jointly by the club members and paid for on the same basis, commercials were limited to selling the basic idea that only good paints could justify expenditure for them and that paint dealers w^ho displayed the club emblem were pledged to sell only good paints made by reputable manufactiuers. Club members were listed on each l^rogram. AIRFAX: A mood show featuring music in the light classic, musical comedy vein woven into a continuity designed to create an atmosphere of quiet, graceful living. First Broadcast: January 4, 1945. Broadcast Schedule: Sunday, 6:45-7:00 p.m. Preceded By: A. P. News. Followed By: Jack Benny. Sponsor: Savannah Paint and Varnish Club. Station: WSAV, Savannah, Ga. Power: 250 watts. COMMENT: Now in its second year, Candlelight and Silver has the firm approval and backing of each member of the Savannah Paint and Varnish Club. Members have found that the program and the idea behind it are a definite sales tool, that many paint purchases can be directly traced to this unusual form of cooperative selling. Cooperative ventures of this kind have proved equally equally successful in a wide variety of business fields. JANUARY, 1947 • 27 •