Radio showmanship (Jan-Dec 1947)
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displays plug the KVOO, Tulsa, Okla. newscasts.
AIRFAX: Concise headlines about the half-dozen most important stories lead off each broadcast, with Walt Teas as the featured newscaster. After a KVOO announcer reads the opening commercial, the show is pitched back to the newscaster who covers the general news field for roughly seven minutes. Newscaster Teas himself handles the mid-point commercial, tieing it in with some leading agricultural news item. Last five minutes of the show are devoted to local news of interest to farmers, with crop and market information, other material of general interest to tillers of the soil as a part of the package. After the closing commercial, read by an announcer, the Shannon Reporter, as Teas is called, presents a short summary of farm news prepared by the KVOO farm department. News copy is prepared by Carl Boye of the KVOO news bureau. Continuity writer, Margaret Younkin, prepares the commercials. First Broadcast: July 1, 1944.
Broadcast Schedule: Monday through Saturday, 6:006:13 a.m.
Preceded By: Science Serving Agriculture; Weather Report.
Followed By: Sons of the Range. Sponsor: Shannon Feed Company. Station: KVOO, Tulsa, Okla. Power: 50,000 watts. Population: 300,000.
COMMENT: While success or failure with the broadcast medium seldom rests upon any one single factor, consistency of effort ranks near the top in the evaluation of results. Sponsor here selected a program that was xvanted by a specific listener group, stuck with it long enough to reap the benefit of cumulative returns.
Gasolines
TEXACO STAR REPORTER Listeners with a thirst for knowledge and a curiosity about life have kept the Texaco Star Reporler on the air since November 1944. Listeners ask questions of any nature, with the cxceiHion of those pertaining to personal, legal or medical matters, and as many as possible are answered over WFAA and the Texas Quality Network.
VY'lun a (jueslion-and-answcr booklet based on questions that had been sent in by listeners was ottered on the airwaves, 1 (),()()() listeners requested copies. 'Ihree times as many questions are sent in as can be used on the program, and (jueslions (ome from listeners in almost every Texas county, as well as from Oklahoma, Arkansas, New Mexico and Louisiana.
AIRFAX: Harry Harber, the Texaco Star Reporter, receiver his broadcast material from Guy Bradford,
known as Dr. Research, and his four assistants. Norvel "^
Slater announces the program.
First Broadcast: November 6, 1944.
Broadcast Schedule: Monday through Friday, 11:30
1 1:45 a.m.
Preceded By: Judy and Jane.
Followed By: Dude Ranch Buckaroos.
Sponsor: Texas Company and regional Texaco deal
ers.
Station: WFAA, Dallas, Tex., others.
Power: 50,000 watts.
Population: 466,300.
i
COMMENT: With few exceptions, pro grams which establish records for long runs, are those with a relatively simple format. From the sustained listener interest here, over a period of years, it appears that this feature is on its way to hanging up a record. It's a format that could be adapted to almost any market, and it's particularly to be recommended for a sponsor who wants to reach a diversified audience.
Shoes
NEWS When the C & R Booterv, Shenandoah, la., took on sponsorship fivei years ago of the KFNF 8:49-9:00 p.m. news broadcast, its intent and purpose was to increase its retail shoe sales.
With five years of consecutive broadcasting to its credit, Monday through Friday, C & R Bootery comes up with this inventory: each year has brought increased net shoe sales over the preceding year, with net sales and profits above those of other Shenandoah shoe stores.
Comments store manager C. F. Clarke: "Practically our entire advertising budget is with KFNF. Radio has proven, without doubt, to be oiu best advertising medium."
AIRFAX: Scheduled at mid-evening, the series is a complete news summary for both rural and urban listeners. Broadcast Schedule: Monday through Friday, 8:499:00 p.m.
Sponsor: C Sc R Bootery. Station: KFNF, Shenandoah, la. Power: 1,000 watts. Population: 6,846.
COMMENT: While news broadcasts now lack the uigenc y ihey had during the war years, the appeal of news broadcasts is still strong, and advertisers with an investment in broadcasts of this kind, built up over a period of years, are finding that this investment still pays dividends.
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RADIO SHOWMANSHIP