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Three Corner Club
Hits Large Group
AIR FAX: "Three Corner Club" aims at the housewife, the home, and the child.
First Broadcast: 1947
Broadcast Schedule: Monday through Saturday, 9:30 to 10 A. M.
Station: WINS New York, New York
Sponsors: National Shoe, Inc.; PepsiCola; Robert Hall (clothing); and an ice cream manufacturer
Power: 50,000 watts
Population: 7,455,000
"No baby talk" is the terse motto of Johnny Bradford, emcee of WINS' "Three Corner Club" which is, obviously, aimed at the carriage (baby carriage, of course) trade.
Bradford's "three corners" are: (1) you, (2) your home, and (3) your child. Since the "you" in this trio is the housewife and mother, Bradford could easily yield to the impulse to chat inanely about moppets, even quoting some of their clever sayings in "baby talk" dialect. But he does not . . . which is probably the reason for the show's success.
During the week, Johnny reads poetry, talks about home-making tips and does a bit of lampooning. Target of his sharp satires are would-be psychologists who mail him stereotyped material about rearing youngsters. "Most of them don't have any children," he says.
Saturday's show is different. The first quarter-hour is devoted to a complete
children's story on records. Uninterrupted, the tale is usually a fantasy or fairy story, picked especially for pre-school children. Sometimes Bradford plays simple children's songs in place of a story.
Second half of the Saturday show consists mostly of poetry, interspersed by conments of all kinds aimed at mothers and their children.
Ideally suited to the type of show is the sponsor, National Shoe, Inc., of 111 Eighth Avenue, New York, manufacturers and retailers of women's and children's shoes. National Shoe, through the Emil Mogul agency, is the sponsor of the second quarter-hour of Bradford's show, 9:45 to 10 A. M., Monday through Saturday.
COMMERCIALS ON SHOW
Commercials for National Shoe are easy-going, informal ones, written by the Emil Mogul agency and read by Bradford. Rather than aiming for sale of a specific item, the commercials develop the entire National Shoe line, including all types and styles for both women and children.
First half of the "Three Corner Club" is sponsored on a participation basis with the current sponsors Pepsi-Cola, Robert Hall clothes and an ice-cream manufacturer.
National Shoe has sponsored "Three Corner Club" since September 15, 1947 on WINS. The firm also buys strips and spots on the Crosley Broadcasting New
RADIO SHOWMANSHIP