Radio showmanship (Jan-Dec 1947)

AIRING THE NEW New radio programs worth reading about. No result figures as yet. Automobiles THIS IS THE STORY For local business men, others interested in the hometown, its development, activities and industries. This Is The Story presents little known facts about local people and business enterprises. Series aired over KIT deals with a Yakima, AV^ash., industry each week, with on-the-job wire-recorder interviews to carry the narrative thread. Sponsored by the Hahn Motor Company, Chrysler, Plymouth and Diamond T dealer, the quarter-hour series is broadcast on a weekly schedule. For the story within a story, there are two 75word commercials on each broadcast, in addition to opening and closing credit lines. Advertiser's purpose in taking on sponsorship of the series was to familiarize Yakima Valley people with the location of a new, enlarged plant. Secondary purpose was to create good will among potential customers for new automobiles. AIRFAX: Originator of the series is Jim Nolan, Jr., KIT continuity director, who writes, produces and announces the show. Sponsor: Hahn Motor Company. Station: KIT, Yakima, Wash. Power: 1,000 watts. Population: 50,000. COMMENT: lis liard to beat the aiuHencc pulling power of a program with the attraction of local names, voices, fknor and appeal. However, the effectiveness of such a program is to a large extent measured by the skill of the man who produces, scripts and announces it. Because such offerings actively identify the spon • 202 • 18 \ sor and station with community life they represent an effective way to foster public relations. Department Stores HOMETOWN REPORTER To create good will among the women of Saginaw Val ley, W^inkelman's Department Store, Saginaw, Mich., capitalizes on a perfect ly natural desire to know what's going on in the hometown. What it offe: WSAM listeners is a public service pr gram which features news of recent an up-coming club activities, in combination wdth interviews, fashion notes, items of local interest and music. AVhile little has been done to promote the series in the way of merchandising or program promotion, sales have risen since the program has been on the air, and unsolicited mail brings in almost more news items than can be readily handled on the quarter-hour broadcasts. Evi dence that the series is scoring a hit wit.^ civic organizations, thus creating goo will for W^inkelman's: reports from local clubs that attendance at programs and meetings is stimulated by mention on thei Hometown Reporter series. I Since the series first went on the air; June, 1945, four letters have been sent to local clubs and organizations, reminding them of the ser\ ice available to them. Occasional mention is also made of the series in Winkelman's newspaper adver^i tisements. j Tw^o 60-second commercials are usedj on each broadcast, with the appeal varied between straight copy and two-\oicc in-| formal commercials. Emphasis is on fash-j ion notes, with specific price mention in-, ci dental. 1 AIRFAX: Girl-about-town in the role of Winkelman'i Hometown Reporter is Jacqueline Jefferson. First Broadcast: June 4, 1945. Broadcast Schedule: Monday through Friday, 10:45 11:00 a.m. Preceded By: Jack Berch. Followed By: News. Sponsor: Winkelman's Department Store. Station: WSAM, Saginaw, Mich. ' Power: 250 watts. Population: 90,150. COMMENT: Willi a series of this kind, th the ear of a diversifie( achciliser gets RADIO SHOWMANSHI