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^W Reprinted with permission of the editor from the Jidy 18, 1946, issue of Public Utilities Fortnightly Magazine, Vol. XXXVIII, No. 2.
R
ubiic Utilities on the Radio
Variety of programs presented by the industry throughout the country, primarily, says the author, in the establishment of good will, but also for sales promotion and for meeting emergency conditions; effectiveness of various types of broadcasts.
By MARIE FORD
TO establish a priority rating with the public is trail's end for all advertising cflort. To that extent radio advertising is no different from other advertising media. However, as the youngest member of the advertising family, radio is not so well known generally as the other media.
And yet, in the public utility field, we have as an example of the successful use of broadcast advertising the Central Illinois Light Company, Every day, Monday through Saturday, since 1935 the people of Cilcoland have heard its 10-minutc message of good will, sales, and service over WMBli, Peoria, Illinois. The "Cilco Town Crier" combines news and information on social and civic events with selling copy about Cilco gas and electrical api^liances and services.
Likewise, in San Francisco, California. Tac ific (ias and Electric (Company set up a long-time s[K>nsorship of "Evening (Concert" over KVA seven nights a week.
In Si loam Springs, Arkansas, Arkansas Western Gas Company began sponsorship of "News for Breakfast" over KUOA in 1935 and ihrough the yeais I he pro
gram built up a record of sales and good will for Arkansas Western.
PURPOSE OF A RADIO CAMPAIGN
For the most part, public utilities have used radio primarily as a factor in the establishment of good w^ill, biu sales have also been a motivating factor. In other cases, radio has been useful in meeting emergency conditions. These three situations represent the main functions to which public utilities ha\e made use of broadcast advert ising.
1. In St. Augustine, Florida, St. Augustine Gas Company has a long-term contract with WFOY for sponsorship of the "St. Augustine Newsreel." While the firm sponsors the series each weekday, on a 52-week contract, commercial copy, used at the beginning and end of each (jiiarter-hour broadcast, is entirely institutional in nalinc.
In Pittsburgh, Pennsylvania, Ducpiesne Light Company also uses the instiiiuional approach on its 30-minute weekly progiam, "Bernie Armstrong Presents." Since 1937 this pr()gi;nn of organ melodies and
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RADIO SHOWMANSHIP