Radio showmanship (Jan-Dec 1947)

READERS WRITE To the Editor: It occurs to me that your readers who represent new stations, or those about to go on the air, would be interested in how WHAR, Clarksburg, W. Va., achieved 94 new accounts the second month we were on the air. When we went on the air January 11, we had no advance business sold, and with two inexperienced salesmen, it was tough going. We sold a few accounts, but not enough. We figured that if we sold congratulatory announcements it would bring in new business and it would give us the opportunity to prove to these clients that it pays to advertise. On the radio, that is. We did just that, and it worked. Many of those advertisers to whom we sold congratulatory messages had never before used radio. It was a novelty to them, and that interested them. But what was more important, those announcements produced results. The first thing we knew, we had new business and satisfied customers and advertisers. With that as a starting point, we introduced into our area complete coverage of all high school and university basketball games, and clients were actually fighting for the opportunity to sponsor the games. It meant more new-to-radio and new-toWHAR accounts during the course of the 34 games which we broadcast. Then we introduced new programs such as Telo-Win, Town Talk, an allrequest program, an obituary columnadditional advertisers signed on the dotted line. It adds up to the fact that it's hard work to bring in the necessary advertisers, but it's getting them started that's the hardest. Glacus G. Merrill General Manager WHAR Radio Station Oarksburg, W. Va. WSAV Radio Station Savannah, Ga. Editor's Note: Any fact is better established with two or three good testimonials. Readers who find merit in Radio Showmanship, who feel that its publication does fill a real need in the industry, may be sure that with their continued support, our staff will continue to give its best efforts to the production of a magazine which contributes to the effective use of broadcast advertising by local and regional advertisers. To the Editor: I would like to congratulate you on your very fine May issue. I think that it was one of the best issues that I have seen on the market today. William M. Harris Station Manager WHOB Radio Station Gardner, Mass. To the Editor: Your article about the use of radio by public utilities was a splendid job . . . and just a sample of the kind of valuable information Radio Showmanship is constantly presenting. B. J. Hauser Director, Cooperative Programs Mutual Broadcasting System New York City To the Editor: I feel that your magazine fills a very definite need in the broadcasting industry. P. G. Sewell Manager WFLZ Radio Station Florence, So. Car. To the Editor: We feel that Radio Showmanship fills a very much needed spot in the radio j picture, and hope to see it continue for I many years to come. N. W. Brandon j Assistant Manager I • 220^ RADIO SHOWMANSHIP