Radio showmanship (Jan-Dec 1944)
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• SHOES • FEBRUARY
Sponsor: A. S. Beck. Program: Spot announcements. Department: Special article, p. 47.
Sponsor: Bell Booteries. Station: WLAC, Nashville, Tenn. Program: Children Analyze the News. Department: Airing the New. p. 65.
SEPTEMBER
Sponsor: Baynham's.
Station: WINN. Louisville. Ky.
Program: Mothers of Victory.
Department: Proof o' the Pudding, p. 321.
NOVEMBER
Sponsor: Hanover Shoe Stores. Program: Scholastic Basketball. Department: Showmanship in Action, p. 388.
• THEATRES • FEBRUARY
Sponsor: Interstate Theatres. Station: KTBC. Austin, Tex. Program: Theatre Tips. Department: Airing the New. p. 63.
AUGUST
Sponsor: Fox-Denver, Inter-Mountain Theatres.
Station: KOA, Denver. Col.
Program: News.
Department: Special article, p. 264.
. TRANSPORTATION • MAY
Sponsor: Georgia Power Co. Station: WAG A, Atlanta. Ga. Program: Singing Motormen. Department: Airing the New, p, 171.
AUGUST
Sponsor: Southern Pacific Railroad.
Program: Main Line.
Department: Airing the New, p. 277.
SEPTEMBER
Sponsor: Pacific Greyhound Lines. Program: Romance of the Highways. Department: Special article, p. 298.
NOVEMBER
Sponsor: Los Angeles Railway Corp.
Program: Two Bells Theatre.
Department: What the Program Did for Me. p. 389.
. WOMEN'S WEAR • JANUARY
Sponsor: Family Clothing Store. Station: WHEB. Portsmouth. N. H. Program: Gene Autry Sings. Department: Proof o' the Pudding, p. 32.
FEBRUARY
Sponsor: Kopy Kat, Washington, D. C. Program: Spot announcements. Department: Johnny on the Spot, p. 68.
JULY
Sponsor: Goldmark Hosiery.
Program: Gold Mark Search for Beauty.
Department: Tele-Casts, p. 235.
AUGUST
Sponsor: Darling Shop. Memphis, Tenn.
Program: Music.
Department: Proof o' the Pudding, p. 284.
OCTOBER
Sponsor: Fonnfit Co.
Program: Music.
Department: Special article, p. 334.
MORE TO CONTESTS
( ('mil niiird jroni jxi'j^c f02)
Winning lists mailed to all contcsiants 14 c (plus postage).
Breakdown of mail which may ha\e contained data other than actual contest, such as complaints, letters pertaining to dealer cooperation, program remarks, etc. Average cost: 14c.
To give a set fee for each unit of operation is hazardous, because of the main factors in\ olved, but the fractions quoted here were actually based on a contest run in Connecticut in 1942. Mail recei\ed in that contest totalled 23,000 pieces.
Because the overhead is less, an agency can handle a contest sliglitly cheaper than on an outside organization, but an agency often hires "name" judges, thus raising the costs again.
You can lower yotir costs by selling the mailing list, the stamps and the scrap paper!
One never knows when a cost will l:)e lowered. I recall an enterprising group of stamp collectors offering to open all contest mail in exchange for the postage stamps contained on the letters!
# WJien the contest is over, remember there is much promotion yet to be done to insure good will for any future plans.
Make sure your winners get proper publicity. If there is a human interest story, play it up.
Arrange for an interview on local radio stations.
Send out winning lists either to all contestants or to the neighborhood stores, for posting.
Study any complaints Avhich mav have come in. There may be a few cranks, but most complaints warrant investigation.
Start making plans for ) our next contest. Remember that for the time at least a contest brings you up to 15 per cent new users. Keep piling up those 15%-ers!
DECEMBER, 1944
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