Radio showmanship (Sept 1940-May 1941)

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". . . and that's the way sales have been since we started using those syndicated transcribed spot announcements produced by KasperGordon, Incorporated!" For the benefit of those who do not know, Kasper-Gordon, Incorporated, one of the country's leading program producers and distributors of transcribed radio shows, were the first in America to really promote the transcribed spot announcement — were the FIRST to produce musical transcribed spots — and the first, again, to produce and promote the use of the jingle type of radio spot. We have copies of our promotion and trade paper advertising to back up this statement. As pioneers and producers for nine years, we've learned a lot — and we have put that knowledge into the production of seven different series of syndicated transcribed spots for various businesses — which are meeting with immediate acceptance throughout all of North America. Others have copied the original idea — but our spots SELL! "FUR STORAGE SHORTS" 26 spots for furriers and others in this game. "THE MERRY MOTHS" 30 more spots to promote fur storage. "THE CLOTHES HARMONY TWINS" 30 spots for men's or women's clothing retailers— cash business or credit. "THE HOUSEWIFE'S FRIEND" 30 spots for laundries, department stores, food products, dairies, et cetera. "BREAD TIME STORIES" 30 spots for promotion-minded bakers. "JEWELRY JINGLES" 30 spots for credit jewelers only. "SEEING IS BELIEVING" Ior cither opticians or optometrists. Audition i posit, refundable <m return •nples. Onl\ one s]iihisi,i in a city on Kasper-Gordon, i„c. ! 40 BOY1 S rON MUM I BOSTON, MASSACHUSETTS and I The Daddy of Them All 135 William Hickey The president of Jack the Tire Expert, Hartford, Conn., describes the operation of the first quiz program which continues to do a selling job after 13 broadcasting years. Banking on Radio 137 Allen C. Knowles The executive vice-president of the South Side Federal Savings & Loan Association, Cleveland, Ohio, illustrates some of the varied methods that bring results. Cowboys Make Good Salesmen 140 An RS Air Analysis The adventures of a Wild West Weekly hero are put on record and backed with a six-shooter's merchandising aim! Airing the New 143 All the available data on new radio programs. No result figures, as yet, but worth reading about! Special Promotion . . 145 Short radio promotions that run but a day, a week, or a month yet leave an impression that lasts the year around. Showmanscoops 146 Photographic review of merchandising stunts, and the personalities behind them. What the Program Did for Me 148 This is the businessman's own department. Here, the radio advertisers of the nation exchange results and reactions of radio programs for their mutual benefit. Showmanship in Action 149 A collection of those extra promotions and merchandising ideas that lift a program out of the ordinary. Proof O' the Pudding 151 Results from radio programs, based on sales, mails, surveys, long runs and the growth of the business itself. Trends 153 A rating oi program patterns based on I special and continuous survey of outstanding, loi.ilU sponsored radio proMis throughout the country. 124 RADIO SHOWMANSHIP