Radio showmanship (Sept 1940-May 1941)

Record Details:

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To The Judge —In Less Than a Year and a Half, over BDD New Outlets! of "PDQ Quiz Court", the Program That Stars a Heal Judge on the program. The sponsor's own survey showed a two to one preference over competing programs and an independent check by Facts Consolidated revealed a rating of 27.5 for August, an increase of 25% over the June figure of 18.3. HOW TO USE IT Whatever success PDQ Quiz Court enjoys is greatly dependent on the judge, himself. In this case, Judge Leroy Dawson has a sparkling personality and unusual ability of being able to ad-lib cleverly. In your town, if you decide to build a show idea around a local judge, be certain you select the right man. The foundation upon which the entire promotion is built rests upon the proper choice. Once you've found the right man, the next job is to sell him on the idea of going on the air. In most cases, this may not be difficult. In Judge Leroy Dawson's case, the sponsor agreed to pay a salary which is donated by Judge Dawson to a different charity each week. The right show, the right judge still doesn't necessarily insure the right results. That depends, too, on the right promotions and merchandising tie-ins. PDQ Quiz Court was no last minute affair set up in a rush to fill an advertising lull. It was carefully planned right from the beginning. An evening time was selected in order to reach the greatest combined men and women adult audience. The program was well publicized in the Los Angeles Herald and Express and the News. For two weeks before the initial broadcast and even today, special spot announcement plugs are used. DECEMBER, 1940 Typical Announcement on the day of a broadcast: Quiz fans, don't miss one of radio's most popular programs — PDQ Quiz Court, Municipal Judge Leroy Dawson, nine tonight, KFI. Many of the other media used by the Petrol Corporation for PDQ Petrol mention the radio show. In addition, each dealer's station features an attractive 14"x22" window card promoting the program and prizes. The prizes, totaling $150 in cash each week, are the primary audience stimulants. And, of course, cash will do until something better comes along. It's a long haul, though, between giving away cash and getting cash for gasoline in return. PDQ Quiz Court makes the task simpler with interesting leadins between the commercial copy and the show proper. Sometimes this is accomplished by reference to a timely subject, sometimes with a gag or sound effect, never with a blunt "pressure" opening. Naturally, a program of this type permits frequent (usually ad-libbed) mention of the sponsor's product during the quiz. There's a story in the title, too, almost a synopsis of the program itself. Quiz Court sounds inviting. There's always excitement around a courtroom. And the PDQ part of the title never does let you forget what the sponsor is attempting to sell. Neither does the show! AIR FAX: Broadcast Schedule: Thursday P.M. 9:00-9:30 Preceded By: Travelog (NBC) Followed By: News. Competition: Aldrich Family (NBC); News. Sponsor: Petrol Corporation. Station: KFI, Los Angeles, Calif. Power: 5,000 watts. Population: 1,496,177 (1940). COMMENT: There's always room for another quiz show, if it has something extra to offer. In this case, that extra was the judge. 135