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Sustaining
STATE PROBLEMS To bring to the people of the State the problems of their legislature and to give legislators an opportunity to present their views before the constituents, the radio production department at the University of Colorado, under the direction of Ellsworth Stepp, de\ eloped a series of non-partisan broadcasts on State Problems. What gave the series effective state coverage was the fact that the programs were transcribed, rebroadcast over 1 1 Colorado radio stations. Series continued through the end of the regular session of the legislature.
Members of the legislature passed a House Joint Resolution giving specific commendation to the university, to Ellsworth Stepp and D. Mack Easton, and to the 1 1 radio stations that carried the program.
STARGAZERS To promote talent that has gone beyond the amateur level and to give such persons a helping hand toward stardom, WLAW, Lawrence, Mass., presents a weekly Stargazers package. While new guest performers are featured every week, the main plan calls for keeping the cast more or less intact until the various members in the group get an opportunity to take the next step up the ladder. Approximate number of performers on each broadcast is 50. AV^ith James T. Mahoney as producer, the show goes on the air Thursday, 9:30-10:00 p.m.
KFBK GOES TO SCHOOL is the title of a program aired over KFBK, Sacramento, C^alif., in cooperation with the city school department. Broadcast Tuesday through Friday, 1:45-2:00 p.m., the program is available for classroom use.
Books BriniT Adventure is the Tuesday show. Land Away, stories about children in foreign countries, is the AX'ednesday iealure. Lije for Wild Life is aired I'hursday.
On Friday KFBK presents an actual demonstration of a (lass in session. Schools and classes are selected by the board of education.
GOOD HADID
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months of the program. Statement stuffers, store cards, tie-ins with other advertising, and newspaper ads carrying Hour of Melody schedules were used. Now the program is such a well known institution in Northern California that heavy promotion is not needed. At present, promotion consists of occasional newspaper liners in store merchandise advertising and a postage meter carrying a brief plug. KSFO TpuhViciz^^Hour of Melody through paid space in California magazines and newspapers, trade ads, releases to radio columns, covers of program schedules, and air salutes on special occasions.
To date. Hale Brothers has not attempted any direct check on sales results. However, the terrific mail response, obtained without solicitation of any sort, is in itself strong evidence of active listener support. The one time that Hale Brothers did ask for expressions of opinion concerning Hour of Melody, over 3500 letters of appreciation were received in a few days. On the basis of this evidence, Hale Brothers is satisfied that Hour of Melody sectnes results not only in the intangibles which make for connniuiity leadership, but at the counter and cash register as well.
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RADIO SHOWMANSHIP