Radio showmanship (Jan-Dec 1947)

iaudience and earns the good will of all those interested in civic and club activiIties. While such programs may not boast :high listener ratings, they do appeal to a specific audience whose loyalty is often reflected in increased sales. It's well to remember that a program doesn't need to have an audience as large as all outdoors to do an effective and economical [Selling job. Grocery Stares CIRCLE AG TIME How one program, aired in three markets, solved the problem ;.!of a regional advertiser, is illustrated by ithe Associated Grocers of Colorado, jiNc. What general manager, E. R. Poin< dexter had as an advertising objective 'J was (1) to increase membership in the origanization, and (2) to hypo public acceptance for Associated stores. The program selected to create dealer 2^ood will and consiuiier acceptance was Western music, featuring Shorty Thompjson, and his Saddle Rockin' Rhythm musical group. To blanket as wide an irea as possible, Associated signed a 2-week schedule on the 50,000 watt station, KOA, Denver, Colo., the station :rom which Shorty had broadcast for a umber of years. The coverage picture was then filled in ivith time on KGHF, Pueblo, Colo., and ?CVOR, Colorado Springs. In adding hese two stations to the schedule, Asso:iated's only problem was that of selectng the best possible time availabilities, t's program selection problem was solved ;hrough the purchase of transcriptions eaturing the group heard on KOA. The )roadcast from Denver is one-half hour m Monday nights, at 6:00 p.m. KGHF >eries is scheduled for Thursday, 8:45 .m., and the Colorado Springs show goes n the air Friday at 8:30 p.m. Associated uses the series to plug its HO stores in the state of Colorado, and :ommercials feature the advantages of roup purchasing in terms of savings for :onsumers. Friendly service rendered by 3wner-operated AG stores is also stressed. [Campaign is handled by Curt FreibergR & Company, Denver advertising agen:y, for the Associated Grocers. AIRFAX: Music in the western style and a homespun manner is what has built up large listening audiences for Shorty, Sue and Sally, the featured trio, Spike Gibson and Ralph Ludi. Broadcast Schedule: Weekly^ half-hour. Sponsor: Associated Grocers of Colorado, Inc. Station: KOA, Denver, Colo.; KGHF, Pueblo; KVOR, Colorado Springs. Agency: Curt Freiberger 8C Co. COMMENT: For the regional advertiser with multiple market problems, here's an effective technique to insure uniform program quality. Providing that each market shows a listening preference for the same type of broadcast entertainment, the use of a single program reduces the variables in setting up measurements of results. The more the variable between markets can be reduced, the more accurate can be the determination of the effectiveness of a campaign in accomplishing previously determined objectives. Schools YOUNG STARS When the Davis School. OF Speech wanted to draw^ new students, it came to WHHM, Memphis, Tenn., for a program idea. WHHM gave it Younir Stars, with classic folk stories which appeal to children enacted by Davis students whose ages range from nine to sixteen. The series is promoted over the air, through newspapers, and via WHHM's billboards and placards. Sponsor reports that new students have been consistently drawn into the school through the program. AIRFAX:FjVs^ Broadcast: February 8, 1947. Broadcast Schedule: Saturday, 9:30 to 9:45 a.m. Preceded By: Anything Goes. Followed By: Johnny Betts. Sponsor: Davis School of Speech. Station: WHHM, Memphis, Tenn. Power: 250 watts. Population: 400,000. COMMENT: W'hen there is a close relationship between the product or service advertised and the editorial content of the broadcast series, every second of air time becomes an indirect commercial. Amateur shows, generally, ha\e been audience builders, and in this particular instance, the juvenile performers represent the most effective commercial possible for the sponsor. ?t U N E , 19 4 7 • 203 •