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litles Build Listeners, /
If it suggests editorial content, listener appeal or sponsor credit, the title of your show is doing the job it should
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HiLE it's the program that builds listeners, the importance of the title of that program in building listenersers and serving a variety of other useful purposes cannot be underestimated.
For the most part, (a) a title should be short, (b) direct and (c) easily understood. This combination of factors is an aid to listener memory, an element which is particularly important in connection with a new program offering.
Beyond this general qualification, the title of a program may (1) suggest its editorial content, (2) indicate the type of listener to whom the program is directed, and (3) constitute a subtle type of advertisement for the sponsor.
(1) Editorial content
The stage is set by the title, and the listener continues to listen or tunes to another program on the basis of what type of entertainment the title promises him. The listener who enjoys quiz shows, listener or studio audience participation programs would most certainly stay tuned to such titles as Passing the Buck, Money For You, What's the Ansiver? or What Do You Know? Other titles which convey information of this particular type are: Ask and Learn, Answer Man, and Are You Wise?
When it comes to news, nuisic or sports broadcasts, a title may ])crform a double service, in that it suggests one of these categories in general, but at the same time indicates the specific nature of the program.
Music: Titles such as Harmony Trail, Date With Music, or Musical Discoveries are general in nature and suggest a general type of musical entertainment. On the other hand. Band of the Day or Battle
of the Bands indicate popular music. In the same way, such titles as Memory Song Man, Serenade in Waltz Time or Album of Familiar Music suggest nostaglic music.
A^exvs: Because of the general nature of the most news broadcasts, titles for such programs are usually general; Headline Edition, Highlights and Headlines, Journal of the Air or News Roiind-Up are illustrative. More specific in that they indicate the special nature of the newscast, are such titles as Headlines in Review. Interpretations of the News, Ahead of the Headlines, Background of the Nezus or Names in the News.
Sports: In sports we go from such general titles as Sports Page of the Air, Sports Flash, Sports Parade, Sports Digest, Spotlight on Sports, Sports Spotlight or Sports Mirror, to titles which pre-select listeners who are particularly interested in a specific athletic event. Baseball Warm-Up or Dug-out Intervieios would certainly catch the ear of the baseball enthusiast. Likewise, whether it was called Ten Pin Time, Pin Patter, Let's Go Botuling, It's a Strike, Strikes and Spares, Bowling Briefs or Alley Dust, the bowler would be certain to listen. The same is true of Football Warm-Up Time, Gridiron Gossip, Hot Off the Gridiron, Pigskin Prevue, and Pressbox Qiiarterback.
(2) Suggests special listener interest group
The most obvious title to indicate that the program in question is intended for a special listener group, is that which divides listeners on the basis of sex or age.
There are programs, for example, whose titles imply broad general interest to all women, with Calling All Women,
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RADIO SHOWMANSHIP