Radio showmanship (Jan-Dec 1947)

day 100-line advertisements appear on the amusement pages ol local newsj)apers. Advertising in local weeklies is also used. Easel displays in school recreation rooms and cafeterias are also set up during the week preceding the broadcast, and featured names on the show make frequent visits to high school assembhes and pep rallies. AIRFAX: Wally Butterworth and Tom Moorehead act as quiz-masters, prepare and present the questions. First Broadcast: October 29, 1946. Broadcast Schedule: Tuesday, 9:00-9:30 p.m. Sponsor: Supplee-Sealtest. Station: WFIL, Philadelphia, Pa. Power: 1,000 watts. Population: 2,081,602. Agency: N. W. Ayer & Son. COMMENT: Because program here fans the flames of school rivalries, it represents a splendid way to establish listening and visual audiences in jigtime. (For pic, see Sljounnanscoops, p. 60.) Men's Wear BARBERSHOP HARMONIES One of the things that made the oldtime Barbershop Harmonies the attractions they were was the good fellowship that was part and parcel of the music. Good fellowship didn't become passe when handle-bar mustaches came off, nor did the music made popular by barbershop quartettes go out of favor. In Warren, O., Cooper Tailors combines good fellowship with Barbershop Harmonies in a radio series broadcast over W'RRN. Two-and-two-makelour theory behind the series: well-loved barbershop harmonizing ties-in w^ith the Cooper Tailor Shop idea of a place where good fellows get together. Each program is dedicated to an individual customer, one of the men and women of the community who has made the Cooper shop a faxored meeting place for many long years. AIRFAX: Series is transcribed show. Barbershop Harmonies, adapted to local needs. First Broadcast: October 1, 1946. Broadcast Schedule: Tuesday, 7:15-7:30 p.m. Preceded By: Fulton Lewis, Jr. Followed By: Arthur Hale. Sponsor: Cooper Tailors. Station: WRRN, Warren, O. Power: 250 watts. Population: 60,000. COMMENT: A broadcast series need not be elal)oiale nor costly to perform an oiustanding service lor its sponsor. Here's an easy to produce program whic h makes an excellent good will gesture. In addition, it's a splendid illustration of the technicjue of building a successful hxal program from s\nchcalecl materiiil. wiili benefit to station and sponsor. Milling WHAT'S COOKIN' A show with a lot of commercial hooks was what James Werner, advertising manager, wanted for Nebraska Consolidated Mills of Omaha and Grand Island. And that's exactly What's Cookin' over KFAB. All to the good, for adman Werner's money, is tlie fact that What's Cookin' fits the product. Mothers Best Flolr, for spur-ofthe-moment commercial chatter brought into the conversation by the announcer when interviewing street crowds. Each person inter\ iewed on the manon-the-street show is given a membership in the What's Cookin' Club, along with a card worth a five pound sack of Mother's Best Flour or Dixianna Pancake Flour at the recipient's grocer. Grocer's names are given on the air w^hen possible by the persons interviewed. AVhile the show was built primarily for a street broadcast, it can also be used to ccner special events. Says Miltc^n Reynolds, vice president of Allen &: Reynolds, Inc., advertising agency: "This is the vehicle we have been looking for. It makes it possible for us to sugar coat many commercials in a quarter-hour broadcast and still have a program packed with newsy interviews that make for good radio listening." AIRFAX: Announcer-emcee on the show is Lyell Bremser. Sponsor: Nebraska Consolidated Mills. Station: KFAB, Omaha-Lincoln. Nebr. Power: 50,000 watts. Agency: Allen 8C Reynolds, Inc. COMMENT: To stimulate sales, create dealer good will, a show wTth plenty of hooks in it has what it takes. (For pic, see Showmansroops, p. 60.) FEBRUARY, 1947 • 63 •