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AIRING
THE NEW
New radio programs worth reading about. No result figures as yet.
Book Stares
HOBBY HORSE PRESENTS lo widen the interest among children in Chicagoland in books, Carson, Pirie, Scott & Company presents a weekly' broadcast over WMAQ which ties-in with the efforts of the public schools in their library programs.
Each broadcast centers around one particular book. The program opens with a brief description of the book-of-theday, followed by a narration of a portion of the book with sound effects and music. Interviews with outstanding teachers or librarians, as well as with the author of the book-of-the-day are featured on each broadcast. Jn turn, children from city
loriluoming books and atuhors to be presented. In 18 weeks, the sponsor had received over 20,000 requests from the public asking for authors they wanted presented on the program.
Program is annotniced throughout the store and the book shop places an advertisement in the Chicago Daily News every Friday night. Telling point, saleswise: sales on the book presented rise not only at Carson's but at all other book stores in the area.
AIRFAX: Series is written by Ruth Harshaw, of Carson's educational service bureau; directed by NBC producer, Ed Bailey. Jack Lester does the narration. Contract calls for 39 weeks. First Broadcast: October 5, 1946. Broadcast Schedule: Saturday, 8:45-9:00 a.m. Preceded By: Music That Sings. Followed By: Adventures of Frank Merriwell. Sponsor: Carson, Pirie, Scott & Co. Station: WMAQ, Chicago, 111. Power: 50,000 watts. Population: 3,440,420.
COMMENT: Here's an excellent example of the "beamed" technique recommended for department stores in their use of broadcast advertising. With modifications, the basic approach here cotdd be effective in other communities. The sponsor of such a series can certainly count on the good will and backing of parents and teachers.
Catering Service
and siiburl)an schools interview the author.
1 he only commercial on the program is given at the end of each broadcast, with price mention ol the day's book and an imitation to attend the autograjjh session at Carson, Pirik, Scckfe k (Company's Hobby Horse Book Shop to be held that afternoon at the store. Teachers and school library authorities are kept informed of the programs and of
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PARADE OF THE PIONEERS For a catering service with a weather-eye open for new business, business firms and large industrial organizations hold out the })rospect of company parties and banquets. In addition to that business, the caterer can also anticipate business from the oiUside organizations and chibs to which the individuals connected with the business firms belong.
I () reach this group, as well as the general piii)li( , the Bill \Vii.i.ia\is Catering Skrvick, Houston, lex., found the solution in radio. What is offered the KPRC listein'ng audience is good public relations for individual industries in Houston, and it's good business for But. Williams.
Each week, the broadcast salutes a specific industry in the area. Selection of the
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RADIO SHOWMANSHIP