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being Oklahoma City's Tinker Field and Tulsa's Spartan Aircraft School.
Fassin' the Bu(k was a i>()od, wellpackaged hall-hour designed as a morale builder loi both G.l. and layman.
Hob Enoch called that meeting because from the first, he realized that introducing this unusual format was a job for all the promotion media available to the station, the store and the Army installations if this local service show was to get going. And it was service, service for three, for the boys, the station and the store.
Blueprints were made, patterned first to make a splash, and then, as the show made its own friends, to be leveled off into persistent plugging. In Zale's front windows, for example, two Passin' the Buck placards, in keeping with jewelry displays, were set up right among the diamonds and watches. And small though they were, these displays were effective inasmtich as Zale's is a Main Street store, packed' most of the time with G.I. and laymen too. In the store itself, a large gold-framed Passin' the Buck display board was illuminated in the main door after business hours. This poster carried several 8x10 slick photographs of the broadcast.
Believe me, it was good fun for the eye of the promotion director! There it was, if only the call letters, identification and name of the show, in every piece of direct mail for both store and station, in all paid newspaper advertising, and in national radio periodicals. In the Chamber of Commerce organ, it was carried as
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• When Paramount's Hitler's Gang came to Oklahoma City, Okia., emcee Frank Lynch helped them sell War Bonds on the ZALE'S show. Left to right: Alexander Pope as Goering, emcee Lynch, Robert Watson as Hitler, and Martin Kosleck as Goebbels.
public service note, and in the periodicals from y\rmy installations where the show originated, daily mention was made in the log, and in feature stories when space permitted. On the air, KTOK turned out sjjecial connnerc ials foi those first weeks.
Passin the Buck, just as the name implies, is the old Army Game, and by the way, we used that line in much of the visual and auditory promotion. Emcee Frank Lynch poses the quiz question to G.I.s lined up and waiting to win bucks with their wits. If the participating G.I. misses the question, he passes the buck to the next man. If the next man comes through with the answer, he keeps the buck, and as many more as he can win. For remaining participants who don't get a chance at the mike, Frank Lynch then shoots them a jack-pot question which, answered correctly, carries a ten dollar gift certificate from Zale's.
When the plans came to full flower, Passin the Buck was fortunate enough to assist in the Fifth War Loan Drive. Interviewed on one broadcast were guest stars from Paramount's The Hitler Gang.
It all tied in beautifully as special service and it also added ink to the blueprint of service for three.
DECEMBER, 1944
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