Radio showmanship (Jan-Dec 1947)

vr#s#sr^N»#s»^^»^sr#s»s»s#s#s»^^vr#s#s»M Not only is Mr. Simonds an authority on radio as a medium for dairy product advertisers (he handles six dairy accounts for WFIL), hut he is one of Philadelphia's outstanding radio personalities. Recently he celebrated his 25th anniversary of continuous radio service— a unique record in the Quaker City. Mr. Simonds has been an announcer, producer, neivscaster, sportscaster , salesman, and baritone soloist during his unusual radio career. ?ach use a half-hour program on WFIL every week to reach the 'teen-age group. iAbbotts sponsors Teen-Age Time, Satlurdays at 9 a.m., and Supplee backs Campus Quiz, Mondays at 9 p,m. Let's look at their programs. Veen-Age Time recently celebrated its first anniversary. The dairy and the station launched the program with an extensive promotional campaign. Now, the piogram is a favorite for 'teen-agers throughout Philadelphia and its suburbs. The show is built around the Choraleens, 21 -voice girls' chorus, and three 'teen-age soloists. Emcee is "Skipper" Dawes, who, as the station's educational director, has built a tremendous following through his Studio Schoolhouse programs and other shows slanted for young people. Dawes works with a studio audience, and Teen-Age Time includes audience participation to keep the studio packed. Numerous special features, such as 'teen-age gossip columns, provide added interest. The program also caters to organized 'teen-age groups, inviting them to attend the broadcasts en masse. Lampus Quiz, now six months old, is writing a similar success story for Supplee-Sealtest. Each week Wally Butterworth and Tom Moorehead, quiz-masters, take the show to the stage of a local theatre, questioning teams from rival schools and colleges on matters of interest to their age groups. A juke box award to the winning school and a radio-phonograph combination consolation prize for the losers provide the necessary incentive for schools to cooperate. Interest in the show and traditional school rivalries guarantee enthusiastic audiences. The sponsor is provided with a visual audience in addition to the radio listeners. Ihese two programs cover only a small part of the dairy-radio picture in Philadelphia. Abbotts also backs the ABC coop program, Baukhage Talking, over WFIL, Monday through Friday at 1 p.m. An entirely different potential market is reached by this familiar commentary. The Philadelphia Certified Milk Producers Association finds that its selling copy— stressing high qualities and information on how its products are produced—appeals to an audience such as that of Emmanuelina Pizzuto, concert pianist, heard on WFIL Sundays at 12:30 p.m. Miss Pizzuto's program has been sponsored by the group for several years and the New York counterpart of the Philadelphia association backs her show on WQXR. Recently she began a similar series on WEEI in Boston. Recently, the Philadelphia Dairy Products Company launched a weekly half-hour dramatic series on AVFIL on behalf of Dolly Madison Ice Cream. Meanwhile, two other local dairy firms have made wide use of radio, although they have concentrated on spot announcements. The familiar ring of a telephone, followed by "Hello, Breyefs Calling/' has become the radio trade-mark of this famous ice cream. Likewise, "Elsie, the Borden Cow, says . . ." and a variety of spots have carried the Borden message to Philadelphia listeners for a number of years. JUNE, 1947 • 191 •