Radio showmanship (Sept 1940-May 1941)

WHAT THE PROGRAM DID FOR MEi This is the businessman's own department. Here, the advertisers of the nation exchange results and reactions of radio programs for their mutual benefit. Address all letters to What the Program Did for Me, Radio Showmanship, 11th at Glenwood, Minneapolis, Minn. Bakeries THE HOSTESS ROOM "We feel that this type of advertising is the finest and most productive piece of publicity or advertising we have ever done. We have had thousands of women through our plant and are booked solid to July, 1941. I feel that the success of our Hostess Room is due to combined audiences— groups of ladies in the plant, as well as those having been in the plant, and the ones anticipating their trip through the plant." Ray W. Morris Vice-President & General Sales Manager Remar Baking Co. Oakland, Calif. AIR FAX: (For complete story of Hostess Room, see Showmanship in Action, page 114.) Dairy Products RANCHO PERALTA "The purpose of the program is to acquaint those who have recently moved into this territory, with the background history of the East Bay Empire, namely: Oakland, Alameda, Piedmont, Albany, and Berkeley, and to re-acquaint those who may have forgotten the history of the past. "Rancho Peralta was designed to do two things: to increase the unit sales among our own customers and also to bring in new business To date the program has been on seven weeks, and we have done a very good job of increasing our unit sales; now we arc noticing an increase in new customers due to both the radio program and the Stamp Album. "At the present time we have interested the teachers and principals of the schools lo i in the East Bay district to use the program in their study of history, and we expect vn\ good results from this contact." Robert A. Shucy, Jr. / H i /'; | suit nt R. ./. Shut \ C.i , urn, i \ Oakland, Calif. AIR I AX: (Foi <>>in|il«i« story, »ec Showmanship in Action, page 1 1 5.) Dairy Products YOUNG AMERICAN'S CLUB "The programs have been on the air five weeks, and at. present we have a club membership of about 2,500, and it is growing fast. In fact, I think our next tally will show 4,000, all local. "The routemen are very instrumental in the development of the club, in that they are all honorary members and they take applications from the kiddies on the route. Membership cards are delivered by the routemen in person, customers or non-customers, which gives them an excellent back door contact, and enables them to get acquainted in homes that they had no means of getting into otherwise. "We consider the program the best good will builder we have ever had. The program is in perfect keeping with the times, and has an adult as well as child appeal. Reaction and comments from the customers are all favorable." F. Chmelik Vice-President Rock ford Dairies, Inc. Rockford, III. AIR FAX: Rockford youngsters receive free membership cards, salutes on birthdays, admission to club shows, opportunity to win prizes. Patriotic leaders in American history are paid tributes. ROTC color guard from local high schools opens each program with a ceremony. First Broadcast: September 16, 1940. Broadcast Schedule: M-W-F, 5:30-5:45 P.M. Preceded By: Jerry Blaine's Orchestra (MBS). Followed By: Army Program. Competition: Paul Sullivan (CBS). Sponsor: Rockford Dairies, Inc. Station: WROK, Rockford, III. I'aucr: 500 watts. Population: 85,864. SAMPLE SCRIPT AVAILABLE. COMMENT: Ever popular is the radio club. When it combines the prospect of free pfttj shows, persona] recognition on the air, in addition to tlic timely patriotic appeal, it's infallihle radio fireworks! no RADIO SHOWMANSHIP