Radio varieties (Sept 1940-June 1941)

Service Can Be Entertaining Martha Crane and Helen Joyce hcve been helping homemakers in their daily work for a combined total of 18 years, and in all that time have based their programs on the idea that homemaking and learning gCHOOL DAYS for most of us were not all fun. There were days when the call of learning was not half so strong as the call to the old swimming hole or the call to the woods. But when one grows up, there comes a change. We still have a lot to learn — and we admit it. So we make learning fun, whatever the lesson may be. One class most eager in learning more about her "business" is the homemaker. She likes to know how other housewives solve their problems, to know shortcuts in her household tasks. Radio has long served this need; and Martha Crone and Helen Joyce, of WLS, Chicago, have made this learning fun on their "Feature Foods" program, 11 to 11:30 a.m. daily except Sunday. For Martha and Helen do not present only household hints. In their programs they include musical entertainment by some of WLS' best stars. The peppy tunes of the Chore Boys are a regular feature, plus numbers by such other acts as Hal Culver, Howard Peterson, Grace Wilson, Rusty Gill, the Hoosier Sodbusters, George Menard, Ramblin' Red Foley and the Prairie Ramblers. In addition, "Feature Foods" is practically a woman's magazine of the air. For Martha and Helen discuss new and old ideas in such varied topics as decoration, entertainment, food preparation, child raising, and also find time to conduct a "rummage exchange" in which women can offer for trade almost anything they have and don't need any more for something they would like to have. Guests also participate in the program frequently ■ — • usually women with a message of interest to others of their sex. Some of those who hove been interviewed by Martha and Helen have MARTHA CRANE HELEN JOYCE been Mrs. Ora Snyder of candy store fame; Ruth Mix, daughter of the Tom Mix, Helena Rubenstein, beauty expert, and, among the men. Author Van Wyck Mason. "Feature Foods" started on WLS in January, 1935, but Martha Crane's service as homemaker on WLS started long before that. Last RADIO VARIETIES FEBRUARY October 15, Martha celebrated her 12th anniversary with the station. Martha, whose married name is Mrs. Raymond Caris, lives in Highland Park, Illinois, and has two children: Crane, age 5, and Barry, who will not be 2 ' until April 7. Helen Joyce started with WLS about the same time as "Feature Foods" was inaugurated, in 1935. Helen, too, is a homemaker, and has two children, one girl in high school and a boy in college. In addition to their broadcasts and their own homemaking, Martha and Helen find time to give, special talks and demonstrations' before various club meetings — about one a week except in summer. In the past two years, they have conducted 74 of these Feature Fcods "clinics," with an attendance of more than 1 00 at each. At these, they talk about radio and radio stars, put on demonstrations of "Feature Foods" advertised products, and usually have some gifts to distribute among those attending. The club members get an extra insight into the working of radio advertising, because Martha and Helen frequently test out sales copy on them, reading several sample scripts and asking which would make them most apt to buy the product. Then a few days later, the club members will probably hear them reading that very copy on the air. Another test they often make concerns premiums. They read copy describing a premium and find out which copy makes the women want the article. Then they show the article. Sometimes, women are disappointed on seeing the item. Then they find out whether it is not a good premium, or whether the description was too glowing. In these ways, advertisers are better able to serve their customers. Pag© 7