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bincerely Yours.
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AU-Out Merchandising and Promotion Campaign Directed Both At Dealer and Consumer Launches Radio Show for the Gallo Wine Co.
by S, M. WATT, president, Gallo Wine Company, Los Angeles
IAUNCHING a radio program is like . mailing a package. When I was a youngster at home, I can remember the thrill of helping my mother pack and wrap birthday boxes to my older sister and brother who worked in a distant city. When the gilts had l)een tied and addressed, I would accompany my mother to the branch post-office while she filled out a mysterious slip and counted out the required coins lor the man behind the window. Then she was given another tiny slip which she carefully tucked into her piuse and 1 can still hear her saying, "Always lemember, dear, any package worth sending is worth insuring."
That lesson h;is lingered with me and
I have found it in\aluable in my business life. Any project worth embarking upon is worth doing right. Full promotion was the principle upon which the E. AND J. Gallo Winery, Modesto, California, inaugtirated Sincerely Yours, a transcribed program of songs produced by the Frederic \V. Ziv Co. and featuring Kenny Baker. Kenny Baker rose to prominence on the Jack Benny show several seasons ago, covered himself with more glory on the Fred Allen program, and earned the acclaim of Broadway critics and public alike when he appeared with Alary Martin in One Touch of Venus. Donna Dae, young songstress formerh with Fred Waring, shares vocal honois with Baker and the Buddy Cole 'Frio furnishes the accompaniment, jimm\ W'iillingion, Acteran master of ceremonies, completes the cast. The program, schediUed three times a week on leading stations throughout the country, (onsists of Baker's informal response to ic'([uests for ballads and popidar hits
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RADIO SHOWMANSHIP