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Jewelry
THE MAN-ON-THE-STREET In Oakland (California) there's a man who's interested in everyone's opinions — social, economic, political. Popularity of this chap is proved by the fact Scott Weakley has been interviewing passersby in front of sponsor Davidson & Licht Jewelry Company's store since 1935. Names of interviewers are not mentioned during the broadcast due to the highly controversial subjects, frank opinions aired on the show. Whenever a special occasion arises, Weakley moves his program to the pot. Throughout the two years of the Goldn Gate International Exposition, the program was presented once a week from the fair site. Interviewer Weakley broadcasts at he annual California Spring Garden Show, Oakland Dog Show, Community Chest, Rotary, Kiwanis meets. Success story: a former spot and time-signal buyer, sponsor Davidson & Licht Jewelry Company was he first bay region jeweler to take a full-time ;trip on the air.
MR FAX: First Broadcast: August, 1935.
Broadcast Schedule: Monday thru Saturday, 12:15
12:30 M.
Preceded By: Noon Edition of News.
Followed By: Luncheon Dansant.
Competition: Amanda of Honeymoon Hill and Ma
Perkins (NBC dramatic serials).
Sponsor: Davidson & Licht Jewelry Co.
Station: KROW, Oakland, Calif.
Power: 1,000 watts.
Population: 284,063.
COMMENT: Special promotions on Man-on:he-Street broadcasts have been neglected by ;nany sponsors. An inexpensive one that has a latural tie-in is the candid photograph of the Person as he is being interviewed. Effective pve-away number two: Booklet containing jummaries of program questions (and sponjor plug!) Other premium possibilities are iponsor's product, social security lucky pieces,
cash prizes in special contests, lapel and American flags sold at cost price (25 cents) over a 30-day period. Show should be promoted in all of sponsor's regular advertising— billboards, direct mail, newspaper.
Public Utilities
THAT YEAR When a commercial becomes an integral part of the entertainment on a program, it is showmanship with an extra feather in its cap. Sponsor San Antonio Public Service Company presents a narrative march of time with a nostalgic yen for yesteryear. What happened, locally, nationally, and internationally, beginning with the year 1900, is recalled for the radio audience. Still maintaining dignity in the commercials, sponsor takes advantage of program theme by comparing various utility services as they were then and as they are today — with emphasis laid on rate reductions of the present service !
AIR FAX: Not /'// Never Smile Again, but Let Me Call You Sweetheart and In My Merry Oldsmobile help listener remain riveted in his reminiscing. "The Seven Strings" and vocalist George Bodenmiller strum about seven numbers popular in the year being reviewed on each program. First Broadcast: October, 1939. Broadcast Schedule: Monday, 9:15-9:45 P.M. Sponsor: San Antonio Public Service Co. Station: WOAI, San Antonio, Tex. Power: 50,000 watts. Population: 231,542.
COMMENT: Interest in a program of this type is proved by the curiosity and often amusement people always evidence in illustrations, movies, newspaper columns featuring a panorama of the past. Any business with a long and enviable history can tie up their commercials perfectly with this type of a program.
!>EC EMBER, 1940
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