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Canada Dry. As in the theatre, "The Play's the Thing," and as long as the program contains the elements of entertainment and showmanship, and is well done, what difference what type of business sponsors it?
But hear in mind these things when purchasing (leasing) a syndicated transcribed series :
1. Know your company and its experience, some of the sponsors it has served, how long it has been in business.
2. Remember that a syndicated transcribed program, to be good, costs money to produce. Don't expect to buy it for nothing or your source of supply will no longer be able to invest money in other programs.
3. When you take on a program series, be prepared to back it up, or don't start it at all. Keep your radio advertising budget flexible enough so that you can add other promotional ideas to further interest in your campaign.
4. Find out in advance what cooperation the producer or distributor is prepared to give you then use that cooperation. The firm ' you do business with is just as anxious, or should be, to see your campaign a successful one as you are to have it so, for they will be able to use your case history in selling others.
5. Your radio station will undoubtedly be glad to cooperate with you in contacting dealers and may even give you pre-broadcast "teaser" announcements to help build up listening audience to launch your radio program correctly.
6. If you work with an advertising agency, give them .ill the facts they really need to serve you properly. They can help you merchandise the show!
7. If you have used radio before, and found that your first campaign didn't "click." remember th.it
it might not have appealed to anybody but you! It's human nature, of course, to believe in one's own judgment, but if anybody could read a manuscript and tell in advance whether a play to be produced on Broadway would be a success, he'd be worth a million dollars to some producer! Don't trust your judgment alone, or that of your immediate friends. Put it up to the listeners. The audience will tell you soon enough whether they like your program, with dollars and cents sales! And if your program isn't clicking, don't say, "radio is no good." It isn't radio. For radio advertising, intelligently and properly used, always pays dividends to advertisers. Ask any of several thousand sponsors, and they'll tell you this is true.
As a parting shot, bear in mind that there are many successful programs whose stars you cannot name. They are not Eddie Cantor's or Jack Benny's or Bob Hope's, but they are excellent performers who give their best talents to make a program series interesting and entertaining. How many individuals know the names of the performers in The Shadow, Mr. District Attorney, or even The Lone Rang erf Big names help to get the initial audience, but if the program is not up to par, even the big names go by the boards. It's the program that matters. As long as yours is good, and you back it up with promotion, and use a station with an established listening audience, preceding and following other good programs so that your audience isn't driven awaj from the station, and you have a real story to tell, you can use radio and syndicated transcribed programs to good advantagc. It's all up to you.