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SHOWMANTIPS
New program ideas briefly noted.
lor beiier fanning and bciicr living. The Washington Kureau ol W'LW^ cuts into the program each Satmclay with news and concise reports ot larnn'ng legislation. Live stock and weather reports and live music are also a part ot the format.
Farm Supplies
CROWLEY CORRAL AVhen the Crowley Feed Company of San Antonio took on sponsorship of the Texas Tophands over KABC, San Antonio, Tex., it had one eye on its dealers. On each broadcast, a salute to a Crowley feed dealer within the territory is a highlight of the quarter-hour. Direct mail letters to dealers informed them of the Monday through Friday broadcasts in their behalf, also gave them complete details about the special dedications. Follow-up letters are planned to maintain interest in the 1:15 p.m. programs of Western music.
Farm Supplies
EVERYBODY'S FARM Farming is serious business with \\X\V^ Cincinnati, O., so serious that it claims to be the first station in the nation to originate rural programs from an honest-to-goodness farm. Since April 1941 Everybody's Farm has been the scene of most of AVTW's farm programs. AVith 21 programs originated each week from \VLW for rural listeners. Everybody's Farm Hour, heard 12:301:00 p.m., Monday through Friday, with an additional Saturday half-hour, is the core of WLW's farm programming.
All products advertised on the program are used on Everybody's Farm by farmer Earl Neal, who operates the 137acre farm on a 50-50 landlord-tenant basis. During the broadcasts, farmer Neal and Roy Battles, director of AVLW 's farm department, discuss the merits of such products as Wayne Feeds, Keystone Fence, Agrico Fertilizer, Morton Salt, DeKalb Hybrid Seed Corn and Miami Hatchery Chicks. Programs are mostly chatty sessions designed to put the farmer and his wife next to things that make
Merchants' Associatiuns
GIRL THAT I MARRY As a special promotion. Great Falls, Mont, merchants staged a six-week contest over KXLK based on letters telling the qualifications of the ideal man or woman the listener thought of as the one he or she would marry, or had married. Prizes included a diamond ring, a fur neckpiece, other items of like ^ alue, with all the prizes to one winner. ^Ierchants contributing the prizes had them on display in store window^s.
Program vehicle for the series was a combination of romantic music, love stories and poetry. Series was produced bv KXLK announcer, Pat Larkin.
Public Utilities
AFTERNOON CONCERT Can a program of serious music make a showing, listenerwise, against shows featuring strictly popular music? The East Ohio Gas Company can make an affirmati\e answer in connection with its sponsorship of Afternoon Concert five times weekly, 4:30-5:00 p.m., over AVGAR, Cleveland! O. \Vhile the show had onh been on the air a few weeks, it was voted among the five most popular record programs in the Cleveland Press Radio Poll. The other four were programs of popular music. Commentator is AVayne Mack, recently voted Cleveland's most popular all-aroinid announcer.
One commercial, given during the last half of the program, stresses the convenience of gas in the home, is entirely institutional in intent and purpose.
NOVEMBER, 1947
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