Radio showmanship (Jan-Dec 1947)

lestige and Sells Trust Service support to the Company's quasi-public utilities character. The broadcasts promote a feeling of friendliness toward the firm; they educate the public in the need for guaranteed real estate title protection and the value of the Company's title services in general; they point out the need for estate planning, and, in so doing, aid in establishing Chicago Title and Trust Company as a leader in the trust business. Warmly human approach Radio has very distinct advantages as a medium for advertising the sponsor's Title Guarantee Policy, used in real estate transactions, and in explaining its varied trust services. Generally, discussion and explanation of such services is rightly considered dry and dull. However, dramatized commercials, coming at the half-way point in the hour's broadcast, make it possible to present the Company's services in an interesting, warmly human way. In a way that is completely harmonious with the dignity of the program as a whole, these brief dramatic sketches explain, in terms of every day living, how Chicago Title and Trust Company's Title Guarantee Policy protects real estate ownership against loss through title flaws, and how the Company's trust services safeguard the affairs of clients and their heirs. When Chicago Title and Trust Company began its participation in radio, the plan was to advertise only the Company's title services as there was some doubt as to the suitability of this medium to the promotion of specialized trust services. Experience has shown, however, that both are equally well adapted to radio advertising. Widespread public interest Outlet for the broadcasts is station WCFL. The concerts are heard on Wednesday evenings from eight to nine throughout the Fall, Winter and Spring. An audience of approximately 1,000 gathers each week in the Eighth Street Theatre where the broadcasts originate. By arrangement with school authorities, student groups from public and parochial schools regularly attend as guests of the sponsor. Many more thousands of Chicago's music lovers hear these concerts at home, and, in turn, request tickets for the broadcasts. The ever increasing number of such requests indicates the wide interest this program enjoys. In bringing Chicago's own symphonic orchestra to the radio audience Chicago Title and Trust Company performs an outstanding civic service— and has found it an unusually effective advertising venture. Earle Ludgin & Company, Chicago, is the advertising agency handling these broadcasts. Other Advertisers Also Build Prestige With Symphonic Music sponsor Station and City First National Bank WBZ-WBZA, Boston of Boston Springfield, Mass. • For the institution's first major entrance into radio, it selected a 30-minute concert conducted by Arthur Fiedler, director of the Boston Symphony Pops Orchestra. Tickets were made available at the bank, and 3,000 people were in attendance at each of the Siuiday afternoon concerts. Friendliness and the service motif were stressed in commercial copy written in a narrative style. January, ip4$, p. 22 Sponsor Station and City Standard Oil Company of California NBC Pacific Coast Network • As THE OLDEST network program, of symphonic and operatic music in the United States, the Standard Hour celebrates its twenty-first year of consecutive performances on October 21 of this year. Entirely a public service gesture, only opening and closing credit lines are used. A variety of Coast symphony orchestras are featured. December, 1943, p. 406 AUGU ST, 1 947 267