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Hi-Class Bakery
Doesn't Loaf on the Job
Ten Years of Programming to Fit Public Interests and Us Own Needs is Record Set by \Hi-Class Baking Co., Eoansoille, Ind.
ONLY the best, whether it's bread ingredients or radio talent, that's the policy of Hi-Class Baking Company, Evansville, Ind.
For the past ten years Hi-Class has taken to the air to publicize its products and, it's generally admitted, they're delectable.
It was back in 1935 that Hi-Class began a series of spot announcements on VVGBF. It didn't take them long to learn that radio advertising paid dividends and the following spring foimd them sponsoring a half-hour children's amateur program each Saturday morning over the same station. Admission to the show was one Hi-Class bread wrapper. Prizes were Hi-Class cakes that served six.
From this program, WGBF garnered considerable talent for its own variety show which ran for three and one-half years at the Evansville Coliseum, a building seating nearly 4,000 persons.
JVIext, in the spring of 1937, came Little Hoosier Sweetlieart. This quarter-hour program featured an Evansville girl who played the guitar while she sang ballads, hill-billy tunes and popular songs of the day. 1 he program was sponsored on WGBF Monday through Saturday, running for four straight years.
By the spring of 1941 live talent was taking to the armed services and to defense factories. Undaunted, Hi-Class took to transcriptions. Their selection was Frederic Ziv's Korn Kobblers, a 15minute show playing at 5:30 P.M. on
WEOA Monday through Friday. At the same time on Saturday, Hi-Class sponsored Ziv's series, The Old Corral.
Always alert to changing techniques, Hi-Class changed its radio format on September 17, 1945, by presenting Ziv's transcription. Sincerely Yours, featuring the romantic tenor, Kenny Baker, and little Miss Rhythm herself. Donna Dae, over WEOA. The quarter-hour show runs at 5:30 P.M. Monday through W\day, with Tlie Old Corral retaining the Saturday afternoon spot.
LoNsiDERABLE advaucc publicity was given the Sincerely Yours program both through radio spots and Listen, the radio station's weekly eight-page publication. Prestige is given the middle commercial by having that perfectionist of dictionists, Jimmy W^allington, take over with "Yes, indeed, that's right," or "I thoroughly agree," before breaking into the last half of the musical numbers.
As for the commercials themselves, Hi-Class uses primarily the institiuional type, but, during 1944 and 1945 when skilled help was at a premium, it frequently used its commercials to recruit bread wrappers, bakers and salesmen. These brought applicants when all other media failed.
What's next? For the present, HiClass is reaping the harvest sown by the popularity of Kenny Baker, but it's a safe bet this baking company will continue to use radio to ad\ertise their products. A ten-year record that's kept the cash register ringing speaks for itself I
MARCH, 1946
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