Radio showmanship (Jan-Dec 1947)

AIRING THE NEW New radio programs worth reading about. No result figures as yet. Farm Supplies HONEY TIME To convert Iowa farmers to farm bee-keepers and to sell the idea of honey as a delicious and nutritious food, the C. R. Corey Bee Company presents a Sunday quarter-hour of semi-light classical music for KSIB listeners. With this two-fold objective, Corey set out first to remove many of the misconceptions held by farmers about the care of bees. In this manner, the sponsor hoped to interest more farmers in keeping colonies of Corey bees on a share basis. In addition to launching this campaign to expand honey production, the sponsor wanted to make the general public more aware of Happy Maid pure honey, during the honey season. Because the program was beamed both to the producer and to the consumer, time selection was a compromise, with Sunday afternoon chosen because of the general character of the listening audience. A modest advertising appropriation for radio which allowed for only one broadcast a week for this new-to-radio account further indicated that Sunday time was a best buy. Music for the progiam follows the Gershwin, Kern, Romberg type, and the entire 1 : 00-2: 00 p.m. strip consists of similar programs, giving Honey Time the advantage of the last quarter-hour of this strip of mood listening. Commercials are of the educational type, starting with a significant but littleknown fact about the honey bee or its product. Recurrent themes in all copy: ease of caring for a bee colony, value of • 278 • the honey bee as a pollenizer, and the value of honey as a food. AIRFAX: First Broadcast: March 30, 1947. Broadcast Schedule: Sunday, 1:45-2:00 p.m. Preceded By: Music. Followed By: Local Amateur Talent. Station: KSIB, Creston, la. Power: 1000 watts. Population: 8,033. COMMENT: Here's another example of the flexibility inherent in broadcast advertising. During the peak sales season, the advertiser here will reap the benefit from its year-round campaign. To make the most of the peak sales season, all that is required is a change of copy angles. Ice Creams FAVORITE STORY One of the first local advertisers to take advantage of big-name network quality dramatic shows, Philadelphia Dairy Products was quick to sign on the dotted line for Favorite Story, new transcribed feature produced by the Frederick W. Ziv Company. Contract was for 52 weeks, with the series aired over WFIL, Philadelphia, Pa. Programs feature Ronald Colman either as the lead actor, or the narrator in dramatizations of great works of literature. Each story is selected by a famous personality. To promote the new series, WFIL used local magazine and newspaper advertising, courtesy announcements, car cards, postage meter announcements for outgoing mail, teleflash outdoor advertising, a lobby display and window streamers in Dolly Madison Ice Cream retail stores. Commercials promote Dolly Madison Ice Cream. AIRFAX: First Broadcast: June 8, 1947. Broadcast Schedule: Sunday, 5:00-5:30 p.m. Preceded By: Lee Sweetland Show. Followed By: Counterspy. Sponsor: Philadelphia Dairy Products. Station: WFIL, Philadelphia, Pa. ^ Agency: Adrian Bauer Adv. Agcy. Producer: Frederic W. Ziv Company. ^ COMMENT: Big-name talent in a produclioii of network calibre is a combination that has quick starting power in terms of building audiences, and it certainly has what it takes to sustain interest. RADIO SHO WM ANSH IP