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Kline's Minds Its P's § Q's
William Coffae, Manager of Kline*s, Warion, 0., Has Definite Ideas About Radio, Puts Them Into Effect in Daily Broadcasts
A\ EAR ago, tlie phrase Mind Your P's cnid (Vs was an almost forgotten admonition that grandmother used \\hen one of the youngsters was especially mischievous. Today it is a signal to WMRN listeners, in and around Marion, O., that another session of Kline's Qiiizzer is about to begin at Kline's store. Each day this audienceparticipation program brings a new laugh, a pleasant surprise or a bit of drama.
The story of Kline's Qiiizzer begins when AV^illiam Coffae, genial and energetic manager of Kline's store, first came to Marion. From experience gained in store work in Akron, Philadelphia, Kansas City and other cities, he had definite ideas about the use of radio in connection with the store. And one of those ideas called for a program in which his customers could participate. Kline's Quizzer developed as the result of conferences between the store and WMRN.
Since that first broadcast, no less than 1,724 persons, ranging in age from three months to 87 years, were interviewed in a total of 251 programs. Once, an entire home economics class was interviewed as a group. Listeners supplied 1,887 ques
tions in the first year the show was on the air, as well as 847 Brain Teasers.
Instead of straight commercials, sales women are interviewed about the specials and bargains in their departments. Item descriptions incltide complete information aboiu each piece of merchandise, including price. Two commercials are used on each show.
Each broadcast includes four interviews with Kline customers. Each interviewee is asked: one question contributed by a listener; one question on timely civic or housekeeping subject and one Brain Teaser cj^uestion.
As promotional backing for the series, Kline's held a birthday party on the first anniversary of the show, with invitations extended via the WMRN airlanes. As a part of the festivities, listeners were offered copies of a 12-page brochtue which described the show, also included 50 typical questions and answers submitted h\ listeners.
What about Kline's reaction to the series? Previous to the launching of the program, Kline's had been more or less a low price store. When it changed its policy, took up additional lines of higher priced merchandise, it had to get its message across to customers who would pay the higher prices. To Kline's Qiiizzer went the assignment of bringing this about. After one \ear on the air, Kline's reported a definite sales increase.
• It takes the cake! At KLINE'S Quizzcr's first anniversary birthday party, niikestress Madge Cooper passes out the cake.
RADIO SHOWMANSHIP