Radio showmanship (Sept 1940-May 1941)

SPECIAL PROMOTION Short radio promotions that run but a day, a week, or a month yet leave an impression that lasts the year around. KGLO CHRISTMAS CHEER FUND A sustained but one that could be converted into a powerful selling program by alert sponsors, is KGLO's (Mason City) traditional Christmas show. Aimed to raise funds for M. C.'s underprivileged children, the KGLO program is aired from 8:00 P.M. to midnight about two weeks before Christmas, does swell job in making localities Christmas Cheer Fund conscious. Sustaining an<i bids invariably follow through the next day with the cash. As they turn in the money, their names are acknowledged on the air, listed in the newspaper. Throughout the entire four hour show the various announcers from the studio, the music hall, news room, and mobile unit, all on the air at the same time, ad lib away at bidders and listeners, keep the fun going. Varied and exciting are the many attractions piped in to KGLO from various parts of the town. From the studios come the music of about a dozen topnotch musical organizations, playing requests and arrangements adapted to the occasion. Another group of musicians is sandwiched in from the high school's Wagner-Mozart music hall, where a mike-man is on duty. To the Mason City Globe-Gazette's big newsroom goes all local telephone calls. Another announcer is on the job there from the news studio to acknowledge the calls, donations, and requests on the aair. KGLO's efficient mobile broadcasting unit goes out to any church party, gathering, or any kind of business place where donations amounting to five dollars or more can be garnered. From wherever it has made a pickup the unit goes on the air during the fourhour program giving listeners first hand stories of how the Cheer Fund is growing. As the evening progresses, various firms put up products for auction, which are announced over the air and offered to the highest bidders. Bids are received on the telephones and acknowledged on the air. Last Christmas, for example, a basket of fruit brought $12; a dressed turkey, $10; a box of candy, $3.50; a case of Cola, $5; a live duck, $4.50; hams as high as $5; tires as high as $12. Such items as baby carriages, puppies, mattresses, odd furniture pieces, etc., are batted back and forth to various bidders until closing time. Listeners who telephone in their donations DECEMBER, 1940 The popularity of the program is seen in its growth. In 1937, the show brought in only $67. In 1938, the sum shot to $300. In 1939, the take was $600. KGLO staff enjoys its night's work and Mason City people begin asking about two months in advance when show is scheduled for airing. All the money goes to the city's social welfare committee which in turn distributes it where it is needed. AIR FAX: Station: KGLO, Mason City, Iowa. Power: 250 watts. Population: 23,304. COMMENT: Special broadcasts like this can be used to highlight any community-wide money raising campaign. (Community Chest, Red Cross, etc.) From an advertiser's point of view, the program's primary value is institutional. The auction feature, however, is one that has great dramatic possibilities over the air. Automobile dealers, for example, have actually had used car auctions where they offered one car a week to the highest bidder. The hundreds of listeners who bid too low make an excellent prospect list. 143