Radio showmanship (Jan-Dec 1947)

such a program, a show tailored to fit the particular interests of a specific area for a given advertising need has the greatest prospect for success. Whether a program is slanted at the feminine listener or to the general atidi ence, and whether it is institutional or sales in purpose, there are certain basic program tyj>es which ha\e pro\ed profitable. BASIC PROGRAM TYPES News has a broad, general appeal to all listeners, regardless of economic status, and it was this type of audience that the Northern States Power Company set out to reach in its sponsorship over WEAU of "Evening News." L. L. Baxter, president of Arkansas Western Gas Company, had this to say about the company ^s sponsorship of "News for Breakfast" over KUOA: "We feel that this method of advertising is very much worthwhile and it is now considered a regular part of oiu' scheme of advertising." Abotit one-half of all radio time is devoted to music, and broadcasts of this kind may be adapted to fit a wide variety of needs. In Fort Wayne, Indiana, the (ity light company sponsored "Musical Melange" o\er WGL on a weekly schedule, and, on the other hand, Pacific Gas and Electric's "Evening Concert" over KYA was heard seven nights a w^ek. When records are used in connection witli such broadcasts, a program series has the added advantage of being easily ])roduced and relatively inexpensive. Public interest in (juiz features has maintained a high level o\er a period of years. For the most part, in the public utilities field, such features ha\e been (onfuied largely to those appealing to feminine listeners. 1 he W^ashington Water Power Company used sue h a program on KXLY, Spokane, Washington, when il sponsored a half-houi' weekly "Reddy Kilowatt Kildien Qui/" to build good will, and to increase (he use of electric power and aji|)]ian(('s. Members of the studio audiciHc had a (hance to ])aiti(ipatc for pri/cs \\lKn ( onlcsiants (ailed to answer (|nesti()ns. ( ioiilcslanls icpicscnt ed various women's organi/ations and clubs. Such programs create a very per sonal relationship between the audience and the sponsor. W'hile there is a w^ide range of subject matter in the presentation of dramatic programs, this type of programming has not been especially poptdar with public luilities. If such a program is used, it must almost of necessity be a transcribed, syndicated program on records, since the cost of local productions of this nature is beyond the advertising budget of most firms. "The Land We Five In," sponsored by the Union Electric Company, over KMOX, St. Louis, Missouri, is an otitstanding exception. This weekly halfhour program features a professional cast in dramatized narrations of the history of St. Lotiis and it is the largest locally produced radio show in the area. In Baton Rotige, Lotiisiana, the Gulf States LUilities Company selected a transcribed series, "Easy Aces," for broadcast o\er WJBO three times a week for fiftytwo weeks. What the Carolina Power &: Light Cxjmpany selected for airing over \\'RAL, Raleigh, North (Carolina, was "Boston Blackie," a detecti\e mystery, with a once-a-week, 52-week contract. Public service offerings of a local nattire are particularly popidar among public utilities and the tie-up between a ser\ ice program for a ser\ ice enterprise is an excellent one. Of course, ])ublic service represents a wide field in which to operate, but one example comes from the old Nashville Power k Light Company w^hich was a participating sponsor on a garden feattire, "I he Old Dirt Dabber," for six consecutive years. I'he series was broadcast over WLAC as a service to local gardeners and it was so successfid that it later became a network featiue. "Garden for Victory," sponsored over WGST, Atlanta, Gec3rgia, and also carried oxer WGAII, Athens, and WRCiA. Rome, for the Cieorgia Power (^ompan\. is anothei example. A splendid exanij)le of pui)lic service comes from Oklahoma City, Oklahoma, where the Oklahoma Natural Gas C^ompanv sponsored "\\^)men Connnandos" ()\ii W K\ . Ihis institiuional program carried one oi the highest listenei ratings of anv local program aiied on WK\', and RADIO SHOWMANSHIP