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aired over WOWO. Iniroductions are arraiij^ed througli llie courtesy of three local food accounts, Am.kn Dairy Producrs, BuRSLi;v k Co., distribtUors of staple foods, and Peter Eckricii k Sons, Inc., meat packers.
Broadcasts originate in grocery stores in the Fort Wayne area, with WOWO home economist Jane Weston acting as hostess for the sponsors. Home economist Weston and a WOWO announcer go to the gi'ocery store with portable recording equipment on the morning of the broadcast. Program is transcribed at that time, aired that afternoon.
Each program opens with an interview with the grocer, followed by interviews with women shoppers. Women interviewed on the show receive such gifts as a potnid of butter, coffee, frankfurts, other items merchandised by the sponsors. Stores from which the broadcasts originate represent those who stock the products of Allen Dairy, Bursley and Peter Eckrich.
Promotion for Meet Yoiir Grocer is tied-in with Jane Weston's daily Modern Home Forum, and the coming points of broadcast are announced on this homemaker's program. Large easel boards are provided for display in the stores to be visited, and grocers co-operate by inviting their customers to be present when the recording is made.
AIRFAX: First Broadcast: December 3, 1945. Broadcast Schedule: M-W-F, 3:45-4:00 P.M. Preceded By: Glamour Manor. Followed By: Headline News.
Sponsor: Allen Dairy Products, Bursley 8C Co., Peter Eckrich 8C Sons, Inc. Station: WOWO, Fort Wayne, Ind. Power: 10,000 watts. Population: 125,000.
COMMENT: While this program cantributes in full measiue to increased dealer preference, it also serves as a stimulant to consumer demand. The direct product tie-in with the show is good.
PROOF 0' THE
PUDDING
Results based on sales, mails, surveys, long runs and the growth of the business itself.
Beverages
POLKA TIME When Folka Time was set up on WJPA, Washington, Pa., as a half-hour Sunday feature, the sponsor, Nehi Bottling Co., reckoned without the factor of intense listener interest. Within a year the weekly feature had developed such a tremendous mail pull that Nehi decided to strike while the iron was hot, added jive 15-minute periods to the schedule. Even on a six-showsa-week basis, mail pull for request tunes maintains such a volume that listeners who send in requests wait a month before their ttmes are played. To meet the situation, Nehi is giving serious thought to a half-hotir show, six days a week.
AIRFAX: While musical selections are confined to polkas, mail response represents the entire range of nationalities in the WJPA listening area. First Broadcast: October 14, 1945.
Broadcast Schedule: Monday through Friday, 4:154:30 P.M.
Preceded By: Erskine Johnson. Followed By: Melody, Inc. Sponsor: Nehi Bottling Co. Station: WJPA, Washington, Pa. Power: 250 watts. Population: 29,182.
COMMENT: Mail pull offers sponsors \aluable evidence about the effectiveness of a program offering. When volimie is maintained over a period of years there can be little doubt abotu the sales potential of broadcast advertising.
Builders' Supplies
NEWS If a man bites a dog, that's news to newscaster Louis L. Kaufman, who specializes in an informal type of news
FEBRUARY, 1946
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