Radio showmanship (Jan-Dec 1946)

Record Details:

Title:
Radio showmanship
Date:
Jan-Dec 1946
Publisher:
Minneapolis : Showmanship Publications
Volume:
Radio showmanship (Jan-Dec 1946)
Leaf #:
00014
Language:
English
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland, College Park
Sponsor:
LYRASIS Members and Sloan Foundation
Coordinator:
Media History Digital Library
Description:
Date Added:
March 28, 2024
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Dignified Restraint Distinctive Commercial Angle for Duquesne THEY sing its praises! That's literally true. Folks in all walks of life harmonize with the Duquesne Chorus every Friday evening on the strains of one of the most familiar radio signatures, ''Duquesne, Duquesne . . . The Finest Beer in Town!" Radio has played a major role in building sales for Duquesne. The Duquesne Brewing Company's faith in radio has been handsomely rewarded through the years, and the story of how radio has built consumer acceptance for Duquesne Pilsener is a colorful one. The radio staff of Walker & Downing Adverhsinc; Agency, working closely with the Duquesne Brewing Company officials, have plotted a radio course that embodies the j)olicy of "long on entertainment—short on commercials." The selection of radio fare has always been based on the belief that "The Finest Jiccr in Tenon," should always be represenicd on the air by the finest obtainable entertainment taleiu. Knowing that restraint and dignity in the use of (onuiierc ials is • 8 • the exception rather than the rule, Duquesne programs have been distinctive for their use of short sponsor messages. BRIEF COMMERCIALS Herewith are examples of Duquesne's use of radio which highlight the variety and forcefulness of Duquesne's appeal