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Baffle for the Teacher
by CHARLES H. GABRIEL of the Brisacher-Davis Advertising Agency, Who Describes a Local Show that Packs a Network Punch
Premise: We believe that if a local advertiser is going to get to first base with a radio show, it's going to be with an idea. (Certainly not with talent; it costs too much.)
When the radio audience turns on its radio, it does not stop to consider that the local advertiser is releasing his program on one station. Nor does it sympathize with him because he is small. The radio audience is sophisticated. It says to itself: If this guy is going to take up space on my dial, he's got to be good. And why not, when talent worth hundreds of thousands of dollars is being poured out of radio sets from coast-to-coast every hour of the day? The local show must be as good as the network in its own way, if it is going to survive.
Take as an example Rough Rider Manufacturing Company's Oh Teacher/ Cost: one master of ceremonies, from five to ten pairs of pants, and six pairs of concert tickets per program. Mail: 1,100 entry blanks per month consistently. Appreciation from dealers: tremendous, all during the time the program was on the air.
-Rough Rider manufactures slacks and corduroys for men and especially for boys. It distributes through independent men's wear stores throughout Northern California. Until the time it went into radio, it had advertised in outdoor displays only, through a cooperative arrangement with
its dealers.
We suggested to the manufacturer that he should give his dealers further support. We made the suggestion only after we had developed an especially created radio package, a program, a time, and a station — which just couldn't miss.
We used KPO in San Francisco, because it covers the entire territory of distribution at a single low cost.
We picked Friday afternoon, because it is the natural time to reach our greatest market: male youth. The school week is over, and there are no homework worries. The afternoon play or exercise period is over, and there is a relaxing interim before dinner. Older men, too, for the most part, are home from work. Both men and boys are conscious of the impending weekend with its dates and entertainment, and hence are more clothes-conscious than at any other time of the week.
Based on the instinct of every boy (and almost every man) to "get something" on those in authority over him, Oh, Teacher! presented a mythical schoolroom in which positions were reversed: the students ask the questions, the teachers were to answer them. The program capitalized on the current popularity of quiz shows and at the same time had a distinctly different personality of its own.
Each program used six teachers and four students, selected to give a constantly chang
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RADIO SHOWMANSHIP