Radio showmanship (Jan-Dec 1949)

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MUSICAL SHOW that it did. It not only strengthened the block it was placed in, it went on to lead that block and finally to become one of the outstanding shows on the station. Show begins at 9 P. M. with a half hour of live talent. One of the featured performers on the show is Lee Meredith, promotion director of KATE. Along with the other entertainers he concentrates on the slow ballad-type popular songs. "Band Wagon" has five co-operative sponsors. These include a dairy, a sports headquarters, a cafe, a jewelry shop, and an automobile agency. Each of these is an old established business in Albert Lea, one of the locations of the station. Of course the best test of any radio program, commercially that is, is the effect it has on its sponsors and its sponsors' business. Here is where "Band Wagon" has proven its ability. For each of the show's five sponsors has used radio promotion and advertising for the past five years, and each year all five sponsors re-sign their "Band Wagon" contract. Only one of the sponsors, the auto agency, uses outside media. All the rest have found that radio, particularly the "Band Wagon" fill their public-contact needs amply. Sponsor selection of the show was a natural. The ballads and entertainment are ideal draws for the cafe and the sports headquarters. And the jeweler gets his interest and subtle power of suggestion from the "June, Moon, Croon" type of ballads chosen for that part of the show. Bandmaster in charge of "Band Wagon" is James "Jimmy" Delmont, who originated the show eight years ago. He still controls and takes active charge of the show. Standard commercials are used through out the show. This means that the commercials are of the usual spot variety, stressing items selected by the sponsors. This type has always had the aim of immediate sales for its sponsors. Interspersed with these commercials, however, are institutional items, which the sponsors feel will be of considerable value in building up good feeling and trade relations with members of Albert Lea, their community. A proof of the show's popularity with its listening audience can be found in the fact that it pulls more than 400 phone calls each Monday night. Most of these are requests for songs and entertainment for the show. As further proof to sponsors, though, show tags each commercial at the end with "... and tell 'em yah heard it on KATE." This old technique has worked so well that it has proven the show to each sponsor individually. Each reports that he hears this phrase many times a day. Another advantage to both sponsor and station is the low cost incurred in the production of "Band Wagon." The only expense of the show, aside from air time, is a small fee for the live talent used. Nor is promotion expensive, since it is all done through sustaining promotion announcements during local station breaks. One of the best testimonials for the show is the fact that KATE has not found it necessary to make any major changes in show during the past eight years. Here is an example of a station trying a new idea — mixing live talent with recorded music — and finding it working to a high commercial advantage. And wisely they have held closely to the original idea. There seems to be no reason why "Band Wagon" cannot continue its outstanding success indefinately. AUGUST, 1949