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SELL EMPLOYEES TOO
(Continued from page 33)
The broadcast, at 1 1 :30 a.m. on Saturdays, carried as commercials human interest stories about men and women employed by the company. The continuity was leaden. And the employees resented a program "brought to you by the thousands of employees of the Aluminum Company of America" in which they had no part. The dialers stayed away from NBC on Saturdays at 11:30 a.m. almost from the very start (December 4, 1943).
It was just the opposite with the Wheeling Steel Family Hour which was (for the most part) composed of talent from the mills and offices of the Wheeling Steel Corporation. The talent wasn't top-drawer but the "Old Timer" really made you feel he was a steel puddler and if the girl trio hit a wrong note here and there, "after all they weren't professionals." The program, which originated at WWVA, had a great audience down in Wheeling on both MBS and ABC, and it did establish the Wheeling Steel trade name in the minds and many of the hearts of the radio aud:'ence. Wheeling employees still like to recall the days when the Family was on the air.*
When Theatre Guild of the Air played Pittsburgh for U. S. Steel they dropped the middle commercial usually so well handled by George Hicks and brought the nation the 39-voice male chorus from the Homestead Steel Works instead. (Because the chorus was non-professional U. S. Steel paid AFRA, the radio performers' union, the scale for 39 choristers and AFRA turned the amount over to charity, thus fulfilling the niceties of using non-professional talent on a regular big commercial airing.) At Christmas and Easter Kraft has featured the employee Kraft Choral Club of 75 voices on the regular Kraft Music Hall Thursday night program on NBC. Both the Homestead (U. S. Steel) and Kraft gestures have had the effect of humanizing the big corporations involved as well as making the employees themselves feel like human beings.
Personnel problems can be very great hurdles, as they were during the war when corporations all over the nation used time and talent to sell non-workers the idea of helping their country by joining the ranks of the employed. Most great war plants had a regular schedule of broadcasts or spots selling the small available pool of manpower on getting down to the job at
*ll may be back on the air shortly.
(Please turn to page 50)
Time
Buy
ers
tm use KFAB to sell the OiniKE Omaha market
And 90% of this BIG market, which is outside of Omaha, is made up of families that have an average cash income of $8,000.00 per year! Sell the ENTIRE Omaha market with one BIG station. Programmed and "powered" for your use.
SEE YOUR FREE & PETERS MAN or write to HARRY BURKE
no*
live*
vita*
Music
& $onfcs
NOW 50,000 WATTS
Omaha, Nebraska
SEE OTHER OFFERS IN THIS ISSUE
Double llUAWi
Your
Money
on
WMT
No gamble! With WMT in Eastern Iowa you sell America's highest per capita income group. The lush Iowa market includes one fourth of all Grade A U. S. farmland PLUS prosperous factory income.
Put your product on WMT! Ask your Katz representative for details on WMTland's twin markets.
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WMT
CCDAR RAPIDS
The Station Built By Loyal Listenership . . . Now in its. 25th Year!
BASIC COLUMBIA NETWORK
5000 watts 600 kilocycles Day & Night Member: Mid-States Group
AUGUST 1947
47