Radio showmanship (Sept 1940-May 1941)

PROOF 0' THE PUDDING Results from radio programs, based on sales, mails, surveys, long runs, the growth of the business itself. Gasoline 30 SECONDS TO GO On Monday and Wednesday nights, Hitler and Mussolini should send special envoys to Denver, Colo., to try out on KOA program, 30 Seconds to Go. Sponsor Bay Petroleum Corporation awards as much as 300 gallons of gasoline to one contestant, but the envoys must be true blitzkrieg boys, for it's the first five seconds that count! Being fast talkers the totalitarian boys might win (and besides they could use the gasoline). While a huge clock ticks warningly in the background, dapper, slender Wes Battersea, a veritable arsenal of questions, calls contestants by telephone, fires his ammunition. A bell rings each five seconds, and the value of the question shrivels as the 30 seconds tick away. To pass the time, Battersea politely prods his befuddled quizee with hints, harmless jibes. Since 30 Seconds to Go began exciting Denverites last November, Bay Service Stations have averaged six new customers daily. As a direct result of the announcement: "Register and receive hundreds of gallons of Bay Gas FREE" more than 8,654 cars went over Bay Station driveways in the first four weeks of the program! Sponsor's product is merchandised every inch of the way: To be eligible to win the free gasoline awards, would-be contestants must register at any Bay service station. As they register, they are required to finish the sentence, "I like Bay Gas, because . . ." Names to be called are selected on the basis of the answers given. In its sapling days, the program offered 10 gallons of Bay gasoline to anyone sending in a "Bay Proverb" that was read on the air; now listeners are requested to send in questions instead of proverbs, and the mail returns have doubled. Short, pithy Bay Proverbs are still used in closing commercial. Brief commercials sell the quality and "extra protection" of Bay Gas. Credit certificates for gasoline are delivered to the homes of winners personally by representatives of the Bay Petroleum Corporation. Promoting the program at its outset were 1 ) advertisement on the radio page of the local newspaper 2) Thirty Seconds to Go banners flying from all Bay service stations. Instruction letters delivered to all station attendants and salesmen a week prior to the show's debut laid a firm foundation for the first influx of registrants. Registration books the size of order books were given to all station managers. Certificates in five gallon purchase denominations for convenient use at any Bay service station are awarded to winners. AIR FAX: First Broadcast: November 5, 1940. Broadcast Schedule: Monday, Wednesday, 6:457:00 P.M. Sponsor: Bay Petroleum Corporation, Denver, Colo. Station: KOA, Denver, Colo. Power: 50,000 watts. Population: 303,273. Agency: Copyrighted by Raymond Keane Advertising Agency, Denver, Colo. COMMENT: Intelligent radio planning calls for equal attention to program and promotion. Beverages TOWN TALK Man-on-street programs have been successfully sponsored by optometrists, jewelers, automobile distributors, furniture dealers. To stimulate interest, they give away to each passerby interviewed patriotic emblems, pocket knives, most often, theater tickets. Newest and best application of the man-on-street show is to a product that can itself be merchandised as a giveaway! In the spring of 1936, Town Talk staged its maiden appearance on the streets of Birmingham, (Ala.) as a WBRC sustainer. Six months later, realizing that a man-on-street show might be an important avenue to sales increase, Orange Crush-7Up Bottling Co. bought the show, has staged 1,500 broadcasts since. At first, sponsor used the bromide giveaway, theater tickets, but last year they switched to a six-bottle carton of 7Up (their own product). Test of program's continuous popularity: A free picture offer to1 the public of a Town Talk street scene netted 25,000 requests in 10 days. Program's success has resulted in 7Up Co's. adding street broadcasts in many other cities. MAY, 1 94 1 151