Radio showmanship (Jan-Dec 1947)

id Community Leadership identity and listener loyalty that is the distinguishing mark of Hour of Melody is due to two refinements in the execution of this policy. Block programming is one. The other is unusually close cooperation between station, agency and sponsor in seeing that each broadcast of Hour of Melody meets the strictest standards of good radio production in every detail. The block programming on KSFO of Hour of Melody, aired every night for a full hour from 9:00 to 10:00 p.m. was one of the first attempts in San Francisco to use this audience-building technique. Valuable as the block time device is in building a solid following, even more importance must be attached to the programming procedures which Junius Smith and Burton Granicher have worked out with KSFO program executives. Definite standards were set up so that though the total effect of each broadcast is one of wide variety, actually all Hour of Melody numbers share many common characteristics. As the program started its fifth year, in June, it was awarded a certificate of merit by the American Association of University Women, the first they have bestowed. The Radio Listener's Committee of the group is dedicated to seek out and endorse programs which make specific contributions to better radio listening. Through good music programmed to make good radio, ''Hour of Melody" is making such a contribution over KSFO and proving that it can be good business as well. Shortly after the "Hour of Melody" program on KSFO received the award, Philip G. Lasky, manager of the San FranciscoOakland station, was asked for a thumbnail description of the show. "No gadgets, no gimmicks, just good music programmed to make good radio," was Lasky's reply. Beside the primary consideration of strong melodic content, these requirements include concrete rules for such details as length of playing time (important in attracting a composite audience, to prevent any one number being objectionable enough to cause tuning out by any section of listeners); type of vocal solo or chorus; instrumentation (for instance, no piano solos), and kind of musical group. An established program pattern specifies exactly the sequence in which various types of music— overture, waltz, vocal, popular symphonic, etc.— are to be used. Commercials are always preceded by a selection in somewhat faster tempo than the average, eliminating possible objectionable contrast between the sponsor's message and the entertainment, as well as preparing the listener mentally. Equal attention is paid to KSFO personnel directly concerned with Hour of Melody. An announcer was chosen whose voice quality and delivery blend effectively with the program's general effect. Actual preparation of Hour of Melody music and script engages practically the full time of a program staff member hired for that purpose. Soft pedal on commercials Commercial content of Hour of Melody consists of four announcements each of approximately 100 words. Prices are never mentioned and the approach is always easy and casual. No particular departments of Hale Brothers are designated for radio promotion, and none are specifically excluded. Public service messages for causes with wide appeal are frequently used in place of advertising. On special holidays, such as Christmas and Thanksgiving, Hour of Melody either does not carry commercials or they are strictly institutional in nature. A fairly extensive promotional campaign for Hour of Melody was undertaken by Hale Brothers during the first (Continued to page 394) NOVEMBER, 1 947 • 371 •