Radio showmanship (Jan-Dec 1947)

are jumping. There's a radio interview with the winner, and each winner is invited to stop at the station to pick up the record. Photographic Supplies CANDID CAPERS A combination ot polka music and tips on good photography is what ScHLECHTEN Stl Dios, Bozcman, Mont., offered KXLQ listeners on a twice weekly schedule. Candid information aboiu picttn e taking was based on a weekly series of radio scripts, Radio Camera Club, prepared by the Eastman Kodak Company. The service is for the exclusive use of one station in a city. Scripts are mailed each Friday. No trade names are mentioned, biu when sponsored by a photographic dealer, copy can easily be changed to name specific products. Continuity is more or less prepared for a fiveminute program, with time allowance for opening and closing commercials. HOW COMMERCIAL? (Continued from page 166) pa ted, was one dedicated to the San Francisco Harbor Day celebration during 1946. The San Francisco Chamber of Commerce reprinted several thousand This Is Your Home scripts in pamphU i form, and distributed them in conjunc tion with Harbor Day. Popularity of This Is Your Home can be judged from considerable weekly fan mail and personal well-wishers, in addition to its 5.6 Hooperating average for 1946, which is higher than any other local Sunday morning program in the Bay Area. This Is Your Home . . . almost a San Francisco tradition . . . has played an important part in ftnthering the Sloane tradition in California. Sustaining JOB CENTER OF THE AIR Back in 1943 WEEl, Boston, Mass., got into the jobfinding habit with a Help Wanted series designed to find workers to fill vacancies left by personnel dislocated by the national emergency. After V-J Day, with conditions reversed, series was revised to assist in job placement for veterans. Format of the show remained the same; a five-minute broadcast every afternoon listing job openings, and a half-hour Sunday morning broadcast. Ex-Marine, Art King, directs the series. Sunday broadcasts are devoted to one particular business field, with a panel of two or three employers in that field to discuss all aspects of their opeiations. Brass tack discussions tell the veteran what jobs are open, include such pertinent information as salaries and requirements. When representative greenhouse and nurserymen appeared on the program, over ]()() \e(erans were placed in that field williin a week. Veterans and representatives of the Veterans Adnn'nislralion also aj)pear on the program. PJiKcd in posiiions lo dale: 1,547 veterans. SPONSORS COOPERATE (Continued jrom page 167} listeners and advertisers, the management, a la JosKE, dreamed up several local programs specifically tailored to the needs of specific local sponsors. That these programs met the needs both of the listening audience and of the sponsor is indicated by the fact that they were sold on the basis of station credo and rate card. All commercial copy is written with an eye to the specific needs of each individual sponsor by one of a staff of 12 writers. A success story? Yes! A success story with a moral. Good progranuning and a definite plan to improve local radio has its effect. Sponsors appreciate the fact that there is rooin for imj)ro\ement in radio copy, and that a bahnued })rogram structme reflects to the indi\idiial advantage of eacli advertiser. 'lO back up that fact, W'KLM can point to the fact that with 90 per cent of its minimum budget sold, only foin^ of the contracts sold were of less liian 52 weeks dmation. • 178 • RADIO SHOWMANSHIP