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SHOWMANSHIP IN ACTION
Promotions and merchandising stunts that will lift a program out of the ordinary.
Bakeries
JERRY ANN TALENT Many a youlhful Bing Crosby in-the-making may in the liitiire have Jerry Ann to thank for that first chance to take a bow before the spothghts. To bring out teen-age talent, Trenerry's Bakery, Yakima, Wash., turned to radio and KIT. Talented teens parade before the microphone in a weekly half-hour amateur series, under the Trenerry banner, for its Jerry Ann Bread.
Trenerry not only features talented juveniles and adolescents on the bakery program. It also makes generous use of newspaper advertisements to get the public to listen to the teen-agers. Vocal ists, tap dancers, pianists and instrumentalists all get a chance to strut their stuff before the Jerry Ann microphone. In one series, 220 teen-agers were presented on the 1'renerry broadcasts, with the all-star finalists the featured performers on the last show ol the series. Unique feature of the r»()-miruite ottering: minimum time is given to conmiercial an iioiiiKcments.
AIRFAX: Sponsor: Trenerry's Bakery. Station: KIT, Yakima, Wash. Power: 1,000 watts. Population: 27,221.
COMMENT: In areas where there is a sulli( 1(111 amount ol talent for the contiiuiation ol such a series over a period ol lime, piograms of this kind make lor good ladio entertainment. They also perlonn a pnhli( service.
Candies
SWEETEST STORY EVER TOLD Human nature at its l)esi, instead of the newspaperheadline worst, sets the theme for the Sweetest Story Ever Told. Sponsored by Joe Franklin Myers Industries, Dallas, Tex., candy stylists, the series is aired over WTAA each Sunday noon.
Good Samaritan stories, sent in by listeners about their neighbors or friends, are presented on each broadcast. To each listener whose letter is used on the program, Joe Franklin Myers presents a S25 War Bond, but senders usually have the War Bond made out to a favorite charity.
Listeners have created almost as much human interest as the broadcast stories. In one small Texas town, the Methodist Church adjourned the morning service 15 minutes early in order to hear the program. In another, the entire town council voted to send in the story of their community's greatest philanthropist, a truck driver. One man, who sent in the story of help given him during the depression, asked that his bond be sent to his benefactor as delayel payment.
Coimnercials are used only in a short plug in the middle of the show, with a transcribed song parady on the ''gJty tunned Joe" for opener and closer.
AIRFAX: Music of a duo-piano team and two vocalists is woven around tlie four or five-minute story narration. First Broadcast: April, 1945. Braodcast Schedule: Sunday, 12:0012:15 P.M.
Preceded By: Church Services.
Followed By: Portraits in Music.
Sponsor: Joe Franklin Myers Industries.
Station: WFAA, Dallas, Tex.
Power: 50,000 watts.
Population: 476,000.
COMMENT: Hmnan interest angle here has a high familv appeal jK)tential. l'u\c is a natural tiein \vith both |)ro(ln(t and progTam,
Dairy Products
MEET YOUR GROCER fh)uscwi\es in Fort Wayne, Ind.. are inxited to Meet Your ('.ro(er in a thrice weekly radio series
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RADIO SHOWM ANSH IP