Radio showmanship (Jan-Dec 1947)

il waiUed to reach. ComnicK ials Icatuiing household items were shiiited at this partictdar aucheiue group. Current schedide: the complete series of 156 programs, Modern Romances, an NBC-RRD transcribed show. AIRFAX: Food facts and fancies, combined with an audience participation quiz, keep the audience coming back for more. Listeners travel the food centers of the world with Alma Kitchell and Gaynor Maddox, the Board of Experts. Emcee, Bob Russell, chief cook and bottle washer, quizzes contestants on food topics. An NBC-Radio Recording Division feature, the series is available in Canada through All-Canada Radio Facilities, Ltd. ( Progran\ Division). With 156 episodes available, series may be aired on a three-a-week basis for 12 months. First Broadcast: January 27, 1945. Broadcast Schedule: T-Th, 10:15-10:30 a.m. Sponsor: J. T. McCulloch Company. Station: WPAY, Portsmouth, O. Power: 250 watts. Population: 5 3,304. Producer: NBC-Radio Recording Division. COMMENT: Food is a topic of general interest, but most radio programs dealing with the subject have lacked the light touch. Because the heavy hand is entirely absent in this series, the program is high in entertainment \alue. Jewelers BING CROSBY SINGS 'Way back in 1941, Brjent's Jewelers signed for a nice fat spot annotmcement schedule on KROAV, Oakland-San Francisco, Calif. That schedule of time signals and short, jabby commercials moved merchandise to such an extent that Brent's not only continued its 60-spot announcements weekly, but in addition, it contracted for a quarter-hour, Bing Crosby Sings, 9:30 a.m., Monday through Saturday. In addition to Crosby solos, the show occasionally presents a guestar who has recorded with the Great Groaner. Promotion for the series included KROW lobby window cards, neighborhood theatre trailers and display cards in Brent's store windows. Commercials play to the emotions, with the love motif one of the basic appeals. Example: "Hare you been forgetful lately . . . walking around in a daze with your head in the clouds? Could be you're in lore! When the time comes to put that ring on her finger . . . head straight for Brent's Jewelers! That's definitely the tnost practical thing to do . . . because Brent's diamond values make it possible for you to get the best diamond to MARCH, 1947 be had within your price range. And Brtnl't chvtrful, courteous credit is especially suited to loreonabudget. Pay as little as $1.25 weekly and give her diamonds she'll cherish forever! IJiam<tndi from Brent's Jewelers, 1215 Broadway, Oakland . . . H22 MacDonald, Richmond." (Jther lead-ins lo the Brim's (oiiimercials include the birthday angle, i.e., "/'>>»> gotten any birthdays lately!^ Ilrrr's a l)irthday suggestion from lirent's Jewelos for any lovely lady you know. . . ." AIRFAX: Show includes latest tunes and a memory melody or two. Broadcast Schedule: Monday through Saturday, 9:309:45 a.m. Preceded By: Nat Brandwynne Orch. Followed By: Freddy Martin Orchestra. Sponsor: Brent's Jewelers. Station: KROW, San Francisco-Oakland, Calif. Agency: Manning, Russell 8C Rogers Adv. Agcy. COMMENT: Programs don't have to be costly, the format elaborate, when the advertiser gets on a consistent schedule and sticks to it through thick and thin! Participating THE LAST WORD If it's The Last Word, it's a safe bet that a woman has it. In Duluth, Minn., that woman is Elizabeth Daniels. With service to homemakers as the keynote. The Last Word is a 3()-minute series aired five times weekly. A\^hat has jumped its Conlan rating 50 per cent in one year is a Daniels-brewed mixture of chatter, music and listener-participation angles. High in favor with the audience is a Sivap Club feature in w^hich 3,000 listen ers have participated in the last 12 months. Household Hints also made a hit with the distaff side, with listenerinvented hints another heavy mail puller. \\'hen a booklet containing these hints was offered to the public, a thousand of them were in the mails in a matter of weeks. 103