Radio showmanship (Jan-Dec 1947)

AIRING THE NEW New radio programs worth reading about. No result figures as yet. Participating OAKLAND SALUTE How can radio and ils advertisers effectively reach and serve outlying smaller markets that lie within the daytime primary listening area? One way of doing it is by means of broadcasts aired specifically for these areas, and that's the way six participating sponsors do it over WTVL, Waterville, Maine on a weekly schedule. Each Wednesday at 11:30 a.m. there's a half-hour Oakland Salute. Slanted particularly for the residents of the one small town, the program also includes features designed to retain listeners throughout the primary area. On other days of the week, at the same time period, the same program is produced for two other nearby communities. Experimenlation has shown that best results arc obtained when recorded music is the backbone of tlie program, with local musicians appearing only for two or three numbers. According to Carlcton D. Brown, WTVL president, interest is stimulated when the nuisic department of the Oakland schools sends soloists, glee club, etc. From the standpoint of WTVL and the participating sponsors, this angle keeps the over-all quality high without losing local flavor. Included in the weekly broadcast is a news package of local happenings, with emphasis on the activities of the churches, schools, fraternal and veterans organizations. An Oakland correspondent feeds the news to WTVL for a small fee. Six one-minute commercial announcements are used on the program, with one announcer to read the commercials, a second to present the musical introductions and the news. Six non-competitive Oakland merchants who singly could not afford radio sponsor the series. In addition to the one-minute commercial for each sponsor, each receives name mention at the opening and close of the show. Series has been sold out since its first broadcast, September, 1946, and now has a waiting list of prospective sponsors. While commercials are general in nature, occasional item merchandising produces marked results. After one mention *♦^^#^^^*^#^#^#^#^^#^#^#^r^^r^s#s#^r^^#s#^#^#s#^^^#^#^#s#s#^#^^^sr#^#s#^#sr#^r4 THE OPEN MIKE TIMELINESS AN IMPORTANT FACTOR IN RADIO SUCCESS Timeliness is an important aspect of successful broadcast advertising in the credo of Charles Price, commercial manager of WDSU, New Orleans, La., and it is a doctrine he has successfully preached to local and regional time buyers during the three years he has been with the station. In his opinion, the growing recognition of the value of public service and the advantages of timeliness of broadcasting represent the greatest effect that the war had on broadcast advertising techniques. Time again enters the picture in regard to the evaluation of a campaign, with reasonable time to afford results one of the most important factors. He stresses the fact that results from radio can be satisfactory only if radio is allowed continuity of broadcasting. Previous to going into commercial radio, ad-man Price was with LIFESAVERS, INC., the SLADE TEA COMPANY and the MORTON'S SALT COMPANY. Before he went to the land of the magnoli-^ trops and rice Helds, he was sales manager for WIBC, Indianapolis, Ind. JULY, 1947 241