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Laundry gives them just that in a coinl)ination that also achieves inaximtini lepetition ol (he sponsor's name and |)urj30se.
Each week (he announcer opens the program with the words "For Better Serx'ice . . . It's Market Laundry." Then the Masters of RItytJrjn take over with tile theme ol the orchestra ol the day.
Identilications made over the theme include the sponsor's name, orchestra, artists and a brief sneak-in commercial. Bing Crosby is the featured singer of the sliow, with a medley of two numbers in the center spot. A different band is featmed each w^eek on the KROW program.
Selling feature of the show: there is never a lag between musical selections. One tune finished, tlie announcer says: "For Better Sennce . . . It's Market Lainidry," and up comes the next tune. Within the half-hour, the slogan is repeated aboiu a dozen times.
Each connnercial begins and ends with tlie same phrase. The brevity of tlie phrase, the brevity of the commercials, and the sincerity of the approach contrasted w^itli the maximum amount of nuisic, drive home tlie sales point.
This is the first time that Market Laundry has used radio, and it went allout to promote the show with car cards on Oakland area street cars and busses. In addition, KROVV^ furnishes its usual publicity co-operation through local radio columns and the use of screen trailers in neighborhood movie houses.
Evidence that Masters of Rhythm are also masters of sales, et al. AV'hen other laundries were having difficulty getting help, Markkt Laundry had more than its share of inqtiiries due to the program. Now that the laundry business has dropped off somewhat, Market Laundry is out in front. The sponsor gives dtie credit to the program.
AIRFAX: Smooth orchestras get the nod on this series, i.e., Freddy Martin, Guy Lombardo, Sammy Kaye, etc.
First Broadcast: June 24, 1945.
Broadcast Schedule: Sunday, 11:30-12:00 (Noon).
Preceded By: Tic Toe Club Review.
Followed By: News.
Sponsor: Market Laundry.
Station: KROW, San Francisco-Oakland, Calif.
Power: 1,000 watts.
Agency: George A. Cummings Adv. Agcy.
• Popular Medicine Programs backed by wellknown medical authority
• Script and talent for spots or whole show. . .
Frederic Damrau, M.D.
247 PARK AVE., NEW YORK 17, N. Y. WIckersham 2-3638
COMMENT: Here's evidence that a program need not be elaborate nor costly to prodtice residts. Program in this case is based upon the principle of furnishing entertainment plus a constant repetition of the sponsor's name and purpose. It's a combination that gets restilts. (For pic. see Showmanscoops, p. 57.)
Music Stores
HEIDER'S SHOWCASE \\hat Heidkr's has in its Showcase is well worth a look and a listen, so much so that while Heider's Shoiccase is on the air, hundreds of people jam the sidewalk. What pulls listeners to the KSLM downtown studio, also to their microphones is a Saturday morning half-hotu" variety show featuring simon-pure local talent.
Participants are aspiring amatetns from the en\ irons of Salem, Ore. Yoinhful contestants vie for the SI 00 radiovictrola combination which HEmER's Music Store offers as first prize to the winner.
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