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Youth Center Parade
Weeklif Amateur Series, With Plenty of Merchandising Support, Generates Good Will for the Miller S Rhoads Department Store
BOYS and girls of all ages from all over the State of Virginia entertain WRNL, Richmond, Va., listeners in a weekly amateur talent program sponsored by Miller & Rhoads Department Store. Broadcast from the Youth Center at Miller & Rhoads, the 30-minute offering features vocalists and instrumentalists under 16 years of age.
Current membership in the Youth Center Parade: 150 children. Complete files are kept on all members, including birthdays, which are recognized on the air and in personal letters from the store. Participation is open to any child who cares to try-out in the regular weekly auditions held at the WRNL studios.
Selections on the program are predominately popular hit tunes. Accompaniment is by piano and celeste. Program has a regular master of ceremonies, and members of the audience are invited
to participate in some of the songs during the broadcast and in community singing before the broadcast.
Merchandising and promotional activities are a regular part of the Miller & Rhoads plan for broadcast advertising, and in connection with an annual special Christmas program, there are gifts for the children. During the summer the store gives a picnic for the members of the Youth Center Parade, which includes a remote broadcast from the scene.
While Miller 'k Rhoads sponsors the series to create good will for its children's clothing department, commercial copy is kept to a minimum. Commercials promoting special items of merchandise are the exception. The rule: the general statement that the Youth Center features a complete children's clothing service.
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