Radio showmanship (Jan-Dec 1947)

product for wholesale distribution throughout the period in a tiny shop at the rear of their home, with all the work, including delivery, done by themselves. Comments Mr. Bridges: "Combine a good product with a good advertising medium, and the results are inevitably profitable." Program concentrates on lots of music, with a minimum of commercial continuity; short (50 to 75 w^ords) opening and closing (including identification of the program) and one 100 to 150-word middle commercial. The direct selling approach for Bridges Downyflake donuts as picnic necessities, breakfast mainstays and combinations with fruit, ice cream, etc., is used. Occasional mention is made of Bridges Red Seal Potato Chips, added to the Bridges line in 1939 and to Bridges Red Seal shoe-string potatoes, a canned item added in 1947. AIRFAX: First Broadcast: March 1, 1947. Broadcast Schedule: Tuesday through Friday, 9:4510:00 a.m.; Saturday, 10:00-10:15 a.m. Sponsor: Bridges Downyflake Donut Shop. Station: KXLQ, Bozeman, Mont. Preceded By: Music. Followed By: Varied. Power: 250 watts. Population: 8655. COMMENT: Definitely, the use of the broadcast medium isn't restricted to the large firm with a heavy advertising budget. For the small business, the proper use of the medium is one almost sure way to push that business on its way to becoming large business. Bakeries MYSTERY HOUSE How fast can a radio scries be expected to build up sizeable listening audiences? There's no one answer to that question, and it depends upon a lot of factors. But if the experience of the Gravcm-Inglis Baking Comjxmy is any indication, a good show can build up record breaking audiences in jig-time, even in competition with 50,000-watt network stations. After eight broadcasts, the transcribed series broadcast over KGDM, Stockton, Calif., attained a fi.G rating, competing with a good dramatic show on a not-toodistant 50,000-watt station. It was the rating revealed by a coincidental survey taken by Facts Consolidated that was the convincing factor in a Gra\ em-Inglis renewal for Mystery House, a Harry S. Goodman production. Comments William A. Morrison, radio director for Garfield & Guild, San Francisco advertising agency: "AVhen we started Mystery House on KGDM for this account, it was in a period of general curtailment for bakers. I am sure that no baker in such a period would have the slightest interest in renewing any radio program unless it had proved its value." As an additional check on the effectiveness of this particular half-hour series, a test was also run on a once-a-week halfhour of amateur talent broadcast from a theater stage. Heard over the same station at the same time, but on another night, the amateur program had been in the same spot for five consecutive years and has always been a prize GravemInglis radio property. Tested during the same week as Mystery House, the amateur hour got a 6.8 rating. AIRFAX: Sponsor: Gravem-Inglis Baking Co. Station: KGDM, Stockton, Calif. Power: 5000 watts. Population: 68,727. Producer: Harry S. Goodman Co. Agency: Garfield & Guild. COMMENT: Here's dynamic proof of the quick audience building power of first class entertainment. Where the advertiser's purpose is to reach the largest possible audience in the shortest possible time, it's a mighty important factor. Bakeries WOMEN'S 930 CLUB AVhile many bakers consider morning time the only successful period of the day from the point of \iew of broadcast advertising for their products, Heincr's Bakery, Huntington, W. Va., has found that a mid-afternoon series aired over AVSAZ fi\e times weekly represents an excellent sales vehicle. Heiner's attitude is based upon the effectiveness of the program as reflected in retail sales. For WSAZ the Women's 930 Club has built and maintained a women's audience, and since 1943, when • 282 • RADIO SHOWMANSH I P i