Radio showmanship (Jan-Dec 1949)

entire life has had strong mail pull. Sponsors of the Western Slope Hour include an auction sales yard, farm equipment dealer, clothing dealer, automotive dealer, livestock broker, seed store, insurance and finance company and a food account. These noncompetitive firms tie right in with the format of the show . . . all parts of the broadcast catering to the farming and ranching group. Announcements are sold at a one-time Class A rate. This premium charge is paid to the live talent on the show, also. Producer of the show is Ed Lewis of KFXJ. Time for broadcasting the program — the early 6:15 to 7 segment — was selected on the basis of listening habits of rural listeners as revealed in surveys. These early risers have their radios turned on in time to hear the news about their work and the special features connected with it. Western Slope Hour is in an excellent time spot for reaching the audience at which it is beamed. It is not, however, the first program on KFXJ daily schedule; preceding it is a sustaining Chapel of the Air. It is followed by a newscast, sponsored alternately by a wholesale food account and a clothier. Promotion is not lacking in the case of the Farm and Ranch Hour. Show is promoted largely through direct contact such as Grange meetings, 4-H Clubs, FFA and other groups. Also, promotional spots are aired, particularly with reference to guest shots and special-events coverage. The definite tie-up between sponsors' products and the show itself is an invaluable aid in building results for the program's backers. All eight sponsors find the show THE advertising vehicle they have been looking for . . . it spells sales for them, success for KFXJ, and is another bright spot in the achievement record of radio advertising. Cookins School (Continued from page 11) of same day. Miss Quinn spent each morning getting foods prepared for cooking, such as peeling potatoes, carrots, etc., so that meals were practically set to go in ovens. No medium other than radio was used to promote show. Advance plugs suggested places where tickets could be obtained, (from participating sponsors). No children were permitted and admission was by ticket only. Accompanying pictures visually demonstrate "School" in action. Various appliances were exhibited on each side of stage. Each woman attending registered as she entered studios. Duplicate numbered cards were used, one bearing address was kept for sponsors' use in follow-up and for selecting studio winners. Ladies kept other half for identification purposes for awards. As each lady entered studio she received small giveways from various sponsors. A small thermometer, plastic cap for jars and measuring glass. Preselector for other station telephone show was used to select phone calls. All sponsors were charged the one time hour rate for week's participation. Station sold 6 sponsors netting thereby slightly more than the 5 hours used. No attempts were made to crowd more sponsors on program. Sponsors were not guaranteed commercial announcements as such. Stress was placed upon working the commercial credit in Miss Quinn's talks with all sponsors getting credit at beginning and end of program from Mac. Program was scheduled intentionally during May to introduce summer menus. Promotions of this sort can assist station in boosting billing during dull period and at the same time do a good job for local merchants. Small electrical appliances, food and trade certificates for prizes awarded totalled $474. NOVEMBER, 1949 19