Radio showmanship (Jan-Dec 1947)

and children's names are broadcast for being brave about some unpleasant experience such as cutting a finger or being lun t in some other way. Stands the Test of Time The second Bullock's show, the most ambitious, was started in 1943, over KFI. (airrently, a half-hour drama. Favorite Story is broadcast from 9:00-9:30 p.m.. interpreting the popular semi-classics of literature, such as Dickens' Great Expectations, Rostand's Cyrano de Bergerac, Louisa Alcott's Little Women, Mark Twain's Connecticut Yankee in King Arthur's Court, and Washington Irving's Legend of Sleepy Hollow. Fax'orite Story gains its title from the How Other Retailers Successfully Combine Adult and Juvenile Radio Schedules Sponsor Station and City L. S. Donaldson Company WTCN, Minneapolis, Minn. HI TIME VACATION DATE: In combination with its Joan Terry series for feminine listeners, the firm successfully sponsored an audience participation show for teen-agers. Series was transcribed at the store, rebroadcast later in early evening time. (For story, see Radio Showmanship, September, 1946, p. 291.) Sponsor . Station and City John Taylor Dry Goods Company KMBC, Kansas City, Mo. JOANNE TAYLOR STROLLING PLAYERS: Youngsters between the ages of 7 and 12 were presented in dramatizations of fairy tales, etc. Series supplemented Joanne Taylor Speaking, a series designed to promote the sale of specific merchandise which has now celebrated its fourteenth anniversary. (For story, see Radio Showmanship, June, IP46, p. /95.J Sponsor Station and Cit\ Rich's WGST, Atlanta, Ga. RICH'S RADIO SCHOOL: While Richs maintains a heavy radio schedule, it didn't overlook the value of an institutional public service feature. Rich's presented an educational series for specific grade school listening which rendered a statewide public service. Transcribed at WGST, it was processed from masters and broadcast over five other stations in the state. (For story, see Radio Slunrtnanship, May, i()~i6, p. /52.J APRIL, 1947 latt that the leading men and wfjmcn of the United Slates are asked to name theii favorite story, which is then dramaii/cd on the air. Selections have been made by such prominent people as Ronald Colman from the motion picture field, Fred Allen from radio, Louis Untermeyer from the field of literature. Deems Taylor from the field of music, George Palmer Putnam from the publishing field, and Mrs. Eleanor Roosevelt. Instead of featuring a star, this dramatic series has a separate cast each week, selected from Hollywood's best radio talent, after extensive auditions for the parts to be portrayed. The night-time half-hour program for Bullock's was first presented in March 1943 to help launch Bullock's anniversary month. It was so successful that it was continued for four weekly broadcasts in that month and has been continued since until it is now in its fourth year. The format for this evening halfhour show has changed from time to time, starting out originally as inspirational war effort under the theme of The World We Are Fighting For. The Tuesday evening time is particularly fortunate because it follows a parade of NBC high rating shows such as Fibber McGee, Bob Hope and Red Skelton. Entirely Institutional Night-time radio is used by Bullock's to promote the store institutionally, not to sell specific merchandise. When specific merchandise is mentioned, it is selected as indicative of a section or department and as an illustration of a general store policy or a service to the public of Southern California. There are no sales figures compiled by Bullock's to prove the success of these radio shows. Bullock's feel that a great deal of good will has been generated by broadcast advertising. It also serves as a direct contact with many families throughout Southern California in the territory where the Los Angeles newspapers do not give complete coverage. In as large an operation as Bullock's, radio broadcasting with its different approach and its special appeals does serve as a valuable aid to printed advertising. 115