Radio showmanship (Jan-Dec 1947)

on the program, one hardware dealer sold out a large supply of lawnmowers in the middle of a Maine winter. Results prompted the store owner to investigate radio more carefully, and the firm is now WTVL's largest single local advertiser. Interesting is the fact that in spite of the local nature of the program, listening in Waterville does not decline appreciably. Latest Conlan figures for this time period give this Oakland Salute and other town progiams ratings equal to, and in some cases, exceeding the ratings for preceding and following network productions. AIRFAX: First Broadcast: September, 1946. Broadcast Schedule: Wednesday, 11:30-12:00 (noon). Station: WTVL, Waterville, Maine. Power: 250 watts. COMMENT: Too often neglected are the smaller markets. As indicated here, such a program series may develop new interest and friends for both the station and the advertiser. It certainly represents public service on a very local level. From the station's point of view, here's a valuable source of income which at the same time meets the requirements of good programming, public service and sustained sponsorship. Beverages GUEST CONDUCTOR W^hat Stock Products, importers and distributors of Italian wines, offers WQXR, New York City, listeners is a musical aperitif which features the favorite musical selections, on record, in the repertoire of the world's outstanding conductors, with a different conductor featured on each broadcast. Purpose of the scries: to acquaint the New York market with Stock Products. Featured on each of the twice-weekly broadcasts are two Stock Products, Cream of Marsala Wine and Italian Vermouth. Contract is for 52-weeks. To merchandise the series to the trade, 12,000 letters were mailed to dealers in the New York area. Dealers were reminded that Guest Conductor has been a popular WQXR feature for many years. Letter closed with this thought: ''W(IXR and Stock Products^ Inc., United States distributors, have planned this campaign to help promote your sales of these quality products/* Promotion for the series included a free standard size advertisement in WQXR's monthly program guide, whose paid circulation is now over 47,000. Three commercials are used on the 30-minute broadcast. While each is shortand-to-the-point, frequent repetition of the brand name is designed to stimulate listeners to remember and purchase Stock Products. Example: STOCK'S Italian Vermouth imported from Italy, is a product of the internationally famous STOCK Distilleries . . . established 1884. Relax before dinner, as those who enjoy life do, and take a glass of STOCK'S Italian Vermouth as an aperitif. Its spicy flavor will excite your appetite. Or use STOCK'S Italian Vermouth when you mix a Manhattan. Remember your Manhattan is only as good as the Vermouth you use. Buy STOCK'S imported products with confidence . . . serve them with pride. It's STOCK'S. S-TO-C-K. STOCK'S Italian Vermouth." AIRFAX: Announcer of the series is Alan Talbee. First Broadcast: April 2, 1947. Broadcast Schedule: M-W, 7:30-8:00 p.m. Preceded By: Music. Followed By: Music. Sponsor: Stock Products. Station: WQXR, New York City. Power: 10,000 watts. Agency: Shappe-Wilkes, Inc. COMMENT: How best to introduce a new product into a market is largely a matter of reaching in the shortest possible time the group that represents the largest percentage of prospective purchasers. Advertiser here followed this tested formula for broadcast success. Sustaining MEET YOUR NEIGHBOR To acquaint KONP members of the sales staff with business men of Port Angeles, Wash., and to introduce the business men to the station personnel, KONP arranged for an on-the-air get-together. Three weekly quarter-hours are devoted to Meet Your Neighbor, with the classified telephone directory the gobetween in the introductions. On each broadcast a local business man is interviewed on topics of interest lo his friends and neighbors. Each interviewee has the opportiuiity to get in some free plugs for his business, and voice his opinion on civic affairs. Selection began with the first listing in the classified di • 242 • RADIO SHOWMANSHIP