Radio showmanship (Sept 1940-May 1941)

o turn away some of the youngsters at each >roadcast. Small favors such as balloons are iven free to kids. Sponsor Belk/s Department Store receives about 8,000 letters each eason. Program does double duty, for mothrs, who usually accompany the children, deive just as much entertainment from the how as the participants themselves, hear the ommercial messages just as well. vIR FAX: Program starts a month before Christmas and continues till the night before Christmas eve. Sponsor: Belle's Department Store. Station: WBIG, Greensboro, N. C. Power: 5,000 watts. Population: 53,569. COMMENT: Once again, it's the twist that urns the trick. Not intricate, show can be jet up at any studio, adaptable to any type f business featuring kids' Christmas items. For sponsor comment, see What the Proram Did for Me, page 111.) Department Stores 1\NTA CLAUS PROGRAM Delighting issoula moppets at Christmastime is Santa's ily report direct from his North Pole workop via station KGVO. Basis of the proam was letters written in by juvenile lisners, addressed to Santa Claus, c/o the issoula Mercantile Company. Letters ve Christmas lists and outlines of good bevior. A large percentage of the children ked for gifts they had seen on display at the [ercantile. Right-hand man to Santa in his ork was Popinjay, whose voice was made lique by running a 33 1/3 speed transcrip)n at 78. Santa Claus translated the garble, addition to reading the letters, Santa gave ports of his progress in the workshop at e North Pole. The announcer who worked th Santa Claus of course reminded the ildren the Mercantile was Santa Claus' adquarters in Missoula, particularly the V department. Twice weekly Santa left his srk at the North Pole to appear in person at the store to greet the children. He had a stick of gum or two for every visitor during those hours. Mail response exceeded all expectations. Proof positive of success: Sponsor renewed this year. Added important feature is that mothers, and often both parents, accompanied children when Santa Claus was at the store in person. Many children, of course, visited the toy department before writing to Santa Claus. AIR FAX: Program was broadcast full month preceding Christmas. Broadcast Schedule: Monday thru Saturday, quarter hour. Sponsor: Missoula Mercantile Co. Station: KGVO, Missoula, Mont. Power: 5,000 watts. Population: 14,657. COMMENT: Tying the radio program in directly with the toy department by having Santa Claus appear there in person twice weekly is effective showmanship. No greater enticement can be offered children than the sight of Santa Claus and a personal word with him. Once traffic is created in the toy department, sales take care of themselves. Program is simple, inexpensive and easily adaptable. Department Stores UNCLE WIP Old-time junior favorite on station WIP is Uncle Wip, who sees to it that youngsters don't forget the various holidays, get most fun out of them. A Philadelphia tradition is his annual Thanksgiving parade, held in conjunction with Gimbel Brothers Department Store. Local youngsters draw a red circle around this blue ribbon day, turn out in body. Come Christmas season, Uncle Wip moves into sponsor Gimbel Brothers toy department. Children flock there to see in person their radio idol. AIR FAX: At Christmas time, Uncle Wip answers children's letters (not merely reading them) and continues as is his all-year 'round policy, to wish a "Happy Birthday" to those who have sent in the date. Sponsor: Gimbel Brothers. Station: WIP, Philadelphia, Pa. Power: 5,000 watts. Population: 1,935,086 (1940). COMMENT: Sponsor who puts on a special show need never fear an apathetic response from a juvenile following. In addition to success of specific promotion is the long pull extra-allegiance youngsters feel for the radio friend whose hand they have shaken. 3VEMBER, 1 940 105