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Teachers, students get together after the broadcast to compare notes, review questions. Each program used six teachers, four students.
ing cross-section of various schools and localities. Both teachers and students represented either college, high school, or grade school. The students took turns asking questions submitted by other students through the mail. The teachers were seated around a central microphone, so that any one of them who knew the answer could speak up. Keeping the show rolling was an adept, ad-libbing announcer who served as "President of the Student Body."
The questions themselves furnished the best merchandising hook. To be accepted, they had to be mailed in on an entry blank which was obtained only at a Rough Rider store.
This, of course, meant additional traffic for the dealer and additional contacts with prospective customers. The dealer in the smaller centers was especially helped by the promotion.
Whenever a question was not answered by any of the four teachers, the student submitting it received a pair of Rough Rider slacks. His name was read over the air, and he was instructed to collect his prize at his dealer's. The name of the store nearest his home was read at the same time, another fine gesture to build dealer acceptance.
Oh, Teacher! began January 27, 1939, as a quarter-hour program. It was so successful immediately, that after only three broadcasts,
the time was extended to half an hour.
The KPO press department capitalized on an unusual avenue of publicity for this program: the high school and the college press. A mailing list of school publications was obtained and general stones sent to the schools which contribute participants for the program. Little difficulty was encountered in getting these valuable audience-builders placed. This printed publicity of small but intensive circulation among Rough Rider's best market was especially valuable, because San Francisco and Oakland dailies had eliminated their radio columns. Newspaper in Napa, home of the Rough Rider plant, also proved quite cooperative.
In addition to these press releases, KPO also had planted candid, studio photographs of actual broadcasts in its window displays in several Northern California communities. The program was extensively publicized, too, on Let's Listen, KPO's program of radio gossip. In addition, a specially built display was routed to California county fairs.
Oh, Teacher! can be used profitably by almost anyone who is searching for a mixed, young audience. It has the power of local show, names, and places; is inexpensive to produce and takes advantage of all the proved, listener-building tricks utilized in network shows.
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