Radio showmanship (Jan-Dec 1949)

to be ideally suited to the rural listening audience, which is primarily farming territory whose inhabitants are perpetual early risers. Dick Gregory, WAFB salesman and part time announcer, is responsible for the idea of "Town Day" and deserves a great deal of credit for its success. Before WAFB went on the air, Dick laid the groundwork for the show, and, oddly enough, in so doing, turned radio-newspaper competition into a workable organization. His first contact in the towns came through the weekly papers, and it was through the cooperation of the various editors of these weeklies that the foundation for the program was built. The next step was actual contact work, and Gregory applied the formula for not having competitive organizations advertise on the same program, sometimes a difficult feat in a small town. An average of eight merchants per town bought 30-second spots occur in these outlying areas. Some of these recorded special events have been played back on the "Town Day" program, while still others were broadcast direct. Pace of the show is fast and snappy, and the theme begins right after the announcer signs on each morning. Byron Davidson is the straight man, and since the changeover to the early morning time, Harvey Hyland has participated in the show as the popular character he originated, Hiram Haynes. The two showmen bandy about events of the day, offer gag introductions to the music, and tallied up, turn in a commendable half hour's entertainment. In the middle of the program, there is a spot reserved for "Town Day" news which is contributed weekly to the station by the out of town papers. The news is culled by either Hyland or Davidson, and the highlights are presented to create even more local interest. The editors have been cooperative to the extent of calling long dis WIDE AREA INTEREST on their town day program, and have reported increased store traffic and sales, but the primary work accomplished by "Town Day" has definitely been good will, for the merchants who advertise, for the civic organizations within the towns themselves, and for Radio Station WAFB. The rural communities, including New Roads which is located 36 miles northwest of Baton Rouge, Plaquemine, 15 miles southwest, Gonzales, 30 miles south, Denham Springs, 15 miles east and Zachary, 13 miles northeast, all feel that WAFB is their station and they are all WAFB boosters. So much so that some of the same advertising merchants who have bought spot time on "Town Day," have also bought other periods, some of these even sponsoring some of the local high school football games. WAFB, on the other hand, through "Town Day" contacts, has been on hand with a wire recorder, and remote equipment to air events of special interest that tance if some event of special significance occurs after their papers have been mailed to the station. Every one of the towns that participate in the "Town Day" program over WAFB has sent special guests to appear on the show from time to time. Among these have been glee clubs, 4-H and FFA members, representatives from the County Agents' offices, School Boards, Libraries, Home Demonstration Agents, Chambers of Commerce, and others. And WAFB has also played host on the "Town Day" program to numerous beauty and pageant queens who were elected to participate in special events in the surrounding areas. Another service the "Town Day" program has offered through the policy of allowing guests from the various towns to appear on the program is to provide these rural communities with a means of direct and immediate contact with the townspeople. For instance, when the Iberville (Continued on page 21) DECEMBER, 1949 5