Radio showmanship (Sept 1940-May 1941)

WHAT THE PROGRAM DID FOR MEl This is the businessman's own department. Radio advertisers are invited to exchange results and reactions of radio programs for their mutual benefit. Address all letters to What the Program Did for Me, Radio Showmanship, 1 lth at Glenwood, Minneapolis, Minn. Groceries PANHANDLE ON PARADE "We began this program around seven weeks ago, and we have paraded through a different Panhandle town each Sunday during the past seven weeks. This schedule was arranged by contacting the Chamber of Commerce in each of these towns and having them co-sponsor this program with us by inducing them to pay the line charge from Amarillo to their town and, of course, we paid the time charges. The program continuity was jointly prepared by us and radio station KGNC. "It is our assumption that the chief benefit derived from this program up to this time is the good will that has been established by broadcasting these programs remotely from these different Panhandle towns and by having either the mayor or one of his representatives make a brief talk on the program telling the advantages of his community. This has inducted a local atmosphere into the shows, and we have found that as the programs are aired from different communities, the merchants of those communities have been much more favorable towards pushing the sale of our product, Golden Light Coffee. "The fact that Golden Light Coffee is the only coffee roasted and packed in the Panhandle of Texas makes this product a 'natural' insofar as the different towns are concerned since it does not conflict with a similar product distributed locally in the individual Panhandle tow (IS. "It is our intention to continue the program, Panhandle on Parade, until we have visited all of the main Panhandle of Texas towns. Afterwards ue intend to follow the program up with a return engagement to these various towns by having the grocers ot these towns co sponsor another remote con trol broadcast. We will tie this repeat show in with the Panhandle <,n Parade program so that the effect of the initial broadcast will not have been lost We I to »aj that this particular ram has received more comment than an) we have sponsored heretofore) and we are advised by various civic leaders that it not only helps build good will insofar as our product, Golden Light Coffee, is concerned but also it helps build a better relationship between Amarillo and the various Panhandle towns from where these broadcasts originate." H. C. Donnell Owner and Manager Golden Light Coffee Co. Amarillo, Texas AIR FAX: For complete review, see Showmanship in Action, p. 150. Shoes MR. FIXER "This program has been and is continuing to be a complete success. It has brought tangible results in advertising special buys. Much appreciation has been shown by people who have come into our store, personally, to congratulate us on our good philanthropic work. In both a business and social way, Mr. Fixer has succeeded in bringing the name of the Economy Shoe Store before the public. I sincerely feel that this program has increased sales and good will." Harry Glesin Economy Shoe Store Yakima, Hash. AIR FAX: Veteran KIT spot announcement buyer Economy Shoe Store bought two, weekly, 15-minute programs, hired a man to do nothing but solve other people's problems. Selling a low priced shoe, seeking a large labor and farm audience, sponsor created Mr. Fixer, who reads letters from Yakima families soliciting help. First Broadcast: January 21, 1941. Broadcast Schedule: T-Th., 9:15-9:30 A.M. Followed By: Ma Perkins (Don Lee Network Dramatic Serial). Sponsor: Economy Shoe Store. Station: KIT, Yakim.i. Wash. /'.»«r. 1.000 watts. Population* 36,326. SAMPLE SCRIPT AVAILABLE. COMMENT: Program's success depends on .1//. Fixer't ability to get results from his quests. For complete review of Mr. Fix lee March April issue, p. 103. 148 RADIO SH OWM A NSH I P