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# (Left) . . . Result letters about GORJUS HAIR DRESSING produced hard-to-get merchandise as prizes for happy winners. Only praise for results had the ARTHUR MEYERHOFF AGENCY. Results were certified by Ann Laughbaum of CUNNINGHAM'S, Detroit drug chain, who is shown to the left of the Lady of Charm. Donator of the prize, Walter Moon of MOON BROS., appliance dealers, stands at the left of Miss Laughbaum.
the products are purchased because a friend has recommended them. The Lady of Charm writes all sustaining and commercial material.
The Lady of Charm is the name assumed on the air by Edythe Fern Melrose, who believes that it's possible to gain the attention of all women bv appealing to either their vanity or domesticity.
Sponsors are sold on a daily participating basis and the list of products recommended on this program reads like WJio's Who in radio advertising. One national cosmetic sponsor, Bonne Bell, Inc., has been on the program for five years, and firms who have been co-sponsors for three years, or more, include such names as Swift k Company, Celanese Corporation, Eden Company, Rockwood Chocolate Bits, International Shoe Company, McKesson-Robbins and Bonaid. There has long been a waiting list.
Sponsors are constantly referring to their Detroit success as something they wish might be duplicated in other markets. It's hard to duplicate, for it's a combination of WXYZ, Edythe Fern Melrose and an idea. Incidentally, Miss Melrose has ideas in advertising that are recog
nized as being especially sound. This year, she received one of the Josephine Snapp Honor Awards for her outstanding contribution to advertising. This is the first time this award has ever been given to anyone in radio!
Today, the House o' Charm, is operating in limited quarters, but plans call for a most modern structure with testing kitchens, a studio, together with a home that must meet and solve familiar problems such as those facing the daily audience. The newest things in plastics, electrical equipment, modern design, and interior decorating will be incorporated into the House o' Charm. From the first day of excavation, WXYZ will carry a special program dedicated to the building of this radio home. The station will then carry the programs from the House o' Char??! as the doors are thrown open for inspection, and broadcasts will continue from the house. The Lady of Charm will have a fitting setting for the theme that continues to provide daily inspiration for all women by reminding them that "No woman is to blame for not being charming at sixteen, but she has only herself to blame if she is not fascinating at forty."
SEPTEMBER, 1946
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