Radio showmanship (Sept 1940-May 1941)

Groceries THE CARNIVAL OF FUN "Our radio program has been most satisfactory, both from the standpoint of obtaining additional distribution on our merchandise in the Baltimore area and from the standpoint of obtaining greater consumer demand for our products." K. L. Fitts, Advertising Manager Gibbs and Co., Inc., Baltimore, Md. AIR FAX: Originated to secure additional outlets for Baltimore's GIBBS' beans, soups, catsups, elaborately produced Carniv al of Fun has not only greatly increased distribution, but consumer sales as well. Program is written, produced, announced by versatile Brent Gunts and enacted by a cast of 17. Includes carefully prepared gags between musical numbers. Studio audience joins in the fun with community singing, novel stunts such as producing vocal sound effects, proposing to a girl, etc. Commercials often are prefaced with a comedy lead-up. Stay-athome listeners are not forgotten either. There is a special song-guessing contest with merchandise and movie ticket prizes for them. Broadcast Schedule: To be resumed Oct. 4 — 7:308:00 P.M., Fridays. Preceded By: NBC news. Followed By: Cities Service concert. Competition: Al Pearce and his gang; Lone Ranger ( MBS dramatic serial ) . Sponsor: Gibbs and Co., canners of pork and beans, soups, and many vegetable products. Station: WFBR, Baltimore, Md. Population: 854,144 (1940). Power: 5,000 watts. Agency: Cahn, Miller 8C Nyburg, Inc. COMMENT: Very few locally-produced programs have been formulated with such painstaking care and started with such a bang. Showmanship stunt: Samples of product and telegram announcing program were delivered by Western Union to 1,500 dealers on the day of the first program! Promotions since the opening have been as varied as the program itself: Newspaper ads, WFBR spot announcements, window displays, grocery store counter signs, window stickers, movie trailers. SAMPLE SCRIPT AVAILABLE. Groceries POLLY THE SHOPPER "In the springtime we used 38 different stations strategically located throughout the country, and of all of these, Polly the Shopper was certainly one of the outstanding. "We like the program . . . and the women folks obviously do . . . because of her chatty, breezy style of conversation which makes for an impression of a little personal talk, rather than being preached at by some radio commentator. "The manner in which she brings in all of the news about the shows, the doings over at the World's Fair, her comments on style and things of that nature which are, of course, of tremendous interest to the women folks, assures her of a large following. "Would that there were more programs of this type on the air, instead of some of the other chatter, chatter, endless chatter programs that seem to clutter the airwaves." Frank A. Conolly, Merchandising Mgr. Oakite Products Inc. New York City AIR FAX: A cooperative broadcast over WHN, New York, promoting products of a number of national and local sponsors. Polly the Shopper has an informal daily visit with the radio audience entirely ad-libbed. Initial broadcast on WHN was April 18, 1938. Broadcast Schedule: Monday thru Saturday, 9:009:30 A.M. Preceded By: Health and Music. Followed By: Insurance Counsellor. Competition: News; Women of Courage (CBS dramatic serial). Sponsor: Oakite Products, Inc. (other accounts include Kem plant food, Forhan's toothpaste, NestleLemur hair products.) Station: WHN, New York City. Power: 5,000 watts. Population: 7,346,272 (1940). COMMENT: Like most shows of this type, the difference between success and failure is entirely dependent on the proper choice of a radio voice and the extra promotions that turn that voice into a living personality. Polly the Shopper has become a household word in New York. She frequently appears as hostess at luncheons and teas for her listeners, commentator at fashion shows, distributor of samples and door prizes of sponsors' products at women's clubs. Proof of popularity: Fashion show at which Polly was commentator had to be repeated on six successive days because of heavy demand for tickets following air announcements. YODRS for the asking ADDRESS RADIO SHOWMANSHIP 11th at Glenwood Minneapolis SAMPLE SCRIPTS AVAILABLE Automobiles — Mr. Yes and No. (see P. 32) Department Stores — Hardytime (see p. 35) Flowers — An Orchid to You (see p. 35) Groceries — The Carnival of Fun (see P. 27) Groceries — Food Stamp Quiz (see p. 33) SAMPLE TRANSCRIPTIONS Automobiles — Ray Daughters Health Club (see p. 35) Beverages — Secret Agent K-7 (see p. 35) Department Stores — Pinocchio (see p. 11) SEPTEMBER, 1 940 27