Radio showmanship (Jan-Dec 1949)

own, split deejay chores with Joe Grady on WPEN's "950 Club" which is presented every afternoon. He still retains his part on the afternoon program, while running his own tune show. On weekdays Hurst's program is aired from 12:15 to 1 P. M. On these five days Ed presents tunes of yesteryear and also current show tunes. Each Saturday the show is aired from 12 noon to 1 P. M., and Ed varies the show by chatting informally with famous personalities of radio stage and screen — the people who make the records. TUNES ARE PLUGGED Ed adds another facet to the show's format. He plugs tunes he considers good, and has many times made them hits in the Philadelphia district. Not only are WPEN and the public aware of this, but also record companies and songwriters in New York. A few weeks ago Jack Lawrence, who wrote the words and music of such hits as "Linda," "Symphony of Love," "If I Didn't Care," "Sunrise Serenade" and "Yes, My Darling Daughter," visited Philadelphia to see the disc jockey about plugging two new Lawrence songs. He had been told by show people in New York that Hurst was the man to see in Philadelphia. Hurst agreed to promote the tunes, since he feels they are good. In regard to plug' ging any good tunes, he states, "I get a great feeling of satisfaction if I can make a tune a hit." Giving his listeners credit for knowing a good tune when they hear it, he followed up the Lawrence agreement by asking his fans to write to WPEN, letting him know which of the tunes they felt would be the bigger hit. Songs are titled "The Greatest Mistake of My Life" and "Lingering Down the Lane." Mail returns on the question have been numerous, and at the same time both melodies are climbing the ladder of popularity in the music world. While the show and the tunes it features are growing in popularity with the audience they reach, sponsors of the program are becoming completely satisfied. Participating sponsors of the show represent varied lines AIR FAX: "Ed Hurst Show" features tunes old and new, to promote seven sponsors of new show. First Broadcast: May, 1949 Broadcast Schedule: Monday through Friday, 12:15 to 1 P. xM.; Saturday, 12 to 1 P. M. Sponsors: M. London & Company, St. Joseph Aspirin, Wildroot Cream Oil, Bailey Furniture Company, ColgatePalmolive-Peet Company, Dolcin, The Philadelphia Modeling School. Station: WPEN" Philadelphia, Pennsylvania Power: 5,000 watts Population: 2,898,644 Preceded by: "The Frank Ford Show" Followed by: "The Tommy Dorsey Show" of business, but all are gaining results from it since high listenability assures their message a good audience. Sponsors during the week include M. London and Company, Fifth Street and Girard Avenue, Philadelphia; St. Joseph Aspirin, 121 South Second Street, Memphis, Tennessee; Wildroot Cream Oil, 1740 Bailey Avenue, Buffalo, New York; Colgate-Palmolive^Peet Company, 105 Hudson Avenue, Jersey City, New Jersey; Dolcin, 683 Fifth Avenue, New York City; Bailey Furniture Company, 635 Market Street, Philadelphia. On Saturdays fifteen minutes of the show are sponsored by The Philadelphia Modeling School, The Perry Building, 16th and Chestnut Streets, Philadelphia. SHOW WELL PLACED One reason the show reaches so large an audience is that it is placed at a good hour on the broadcast schedule. It runs between two musical programs, at an hour of the day when radios are turned on in most homes. Housewives hear it, as well as teen-agers home for lunch between school hours. The important listening group, however, is the former. Since all the sponsors are advertising products for home use, they reach the audience they are aiming at. Preceding Ed Hurst's show on the WPEN schedule is "The Frank Ford Show," a program which features classical music and (Continued on page 32) AUGUST, 1949 13