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Chorus of Greetings
One-Time Christmas Radio Programs Personalize Holiday Best Wishes to Customers and Listeners for 12 Local Advertisers
Lhristmas greetings to friends is as much a part of the Yuletide as the tinsel
on the tree or the package under the green pine boughs. In the world of business, when advertisers take full page newspaper advertisements to extend the season's greetings to friends and customers, these messages remain copy blocks. With radio, the same advertisers have a chance to extend the hand of friendship in a direct and personal way that has behind it all the warmth and sincerity of the human voice. To capitalize on this factor, advertisers the country over, have used one-time holiday broadcasts to convey their best wishes to the people with whom they have been associated throughout the year. How such one-time broadcasts presented purely for their good will value win friends and influence customers is ilhistrated here.
CHRISTMAS DAY FILLED WITH GREETINGS FROM LOCAL ADVERTISERS
\^ It was pre-ordained that 1945 would be a terrific sales year, and
4^ for Hamilton, Out., it proved to be an all-time high. As a way of ^ ^ saying thank-you, retailers gave maximum support to one-time Christmas greetings broadcast over CKOC, and CROC's Christmas Day was entirely lacking in network commercials. Instead, it was filled with greetings to listeners from local advertisers.
Regular advertisers on the station added programs and spots throughout December to key Christmas selling to as high a pitch as possible. On Christmas Day, six local advertisers presented a variety of programs on a strictly institiuional basis. The offerings included: T. Eaton Co., department store, with The Story of Pinnocchio at 11:15 a.m., Christmas Carol (NBC Thesaurus), at 4:00 p.m. (traditional with Eaton's for the past six years), and Snow White and the Seven Dwarfs at 6:30 p.m.; Hursts Furniture Co., with Christmas Record Album at 10:30 a.m.; Maga & Hopkins, drugstore, with The Spirit of Christmas at 1:15 p.m.; Dominion Foundries, with The Juggler of Onr Lady at 2:30 p.m.; Oscar Danby, men's wear, with a 7:15 p.m. Christmas show, and A. M. Souter's, home furnishings, with Charles Laughton's Christmas Stories at 8:30 p.m.
Right House, department store, presented The Littlest Angel at 5:30 p.m., Christmas Day, in addition to three store remote broadcasts of the Rigfit J louse Carol Singers. Norihways Limited ollercd two Sunday remote broadcasts of organ nuisic as seasonal greetings. (Christmas schedtile was rounded oiu l)y the OriAWA .S'treei Business Men's Associaiion with 95 spot announcements with a "Shop On Oltaiva Street" theme.
• 336* RADIO SHOWMANSHIP