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CHRISTMAS PROMOTIONS
Here is a collection of successful merchandising ideas used last Christmas in a variety of business fields.
Dairies
YOUR CHRISTMAS STORY TELLER "Stories of people far and near, music to bring you Christmas cheer," was the successful radio formula of the vSt. Lawrence Dairy Company, Reading, Pa. In a special pre-holiday promotion, the dairy sponsored Your Christmas Story Teller over WRAW. Series was aired thrice weekly, 7:30-7:45 p.m., from December 3 to December 25.
Transcribed carols, anecdotes about Christmas traditions, and such familiar Yuletide legends as A Christmas Carol, Candle in the Forest and 'Twas the Night Before Christmas were offered for listening pleasure.
Series was sponsored by St. Lawrence Dairy as an institutional promotion, with only opening and closing credit lines, ie, "For 51 years, the St. Lawrence Dairy Cotnpany Jias serxted the families of Reading and' Berks County. It is their wish that you may enjoy this series of holiday programs as much as they have enjoyed your patronage."
On the two days preceding the initial broadcast, the dairy distributed 13,000 liottle collars to publicize the series. Showcards displaying an 11x14 photograph of Your Christmas Story Teller, Gini Price, were placed in each of the dairy's three luncheonettes. One entire front window of the dairy's main luncheonette was devoted to a display of children's books and toys, tieing in with the theme of the broadcast series.
Evidence that the series hit the spot: drivers reported enthusiastic interest Irom both (ustomeis and prospects. Pleased listeners telephoned the dairy lo (()mj)limeiii ii on ilic WRAW series.
AIRFAX: Broadcasts were planned and produced with the cooperation of the WRAW program department
and Beaumont, Heller 8C Sperling. Inc., advertising
agency for the dairy.
First Broadcast: December 3, 1945.
Broadcast Schedule: M-W-F, 7:30-7:45 p.m.
Sponsor: St. Lawrence Dairy Co.
Station: Reading, Pa.
Power: 250 watts.
Population: 110,586.
Agency: Beaumont, Heller 8C Sperling, Inc
COMMENT: Seasonal promotion of this kind on an institutional basis is a splendid way to build year-round good will.
Department Stares
ADVENTURES IN CHRISTMAS TREE GROVE When Stone 8c Thomas, Wheeling, W. Va. department store, broadcast Adventures in Christmas Tree Grove over WWVA, the yotingsters had a real incentive for making a trip to the Stonk & Thomas toy department. What they saw was a replica of the Christmas Tree Grove at the North Pole to tie-in with the radio series.
Comments Stone & Thomas merchandising manager, A. E. Junkins: "The program was very successful." In addition to heavy store traffic, the mail report was splendid even though there was no appeal made for children to write letters to Santa Claus. Each child who visited the Stone & Thomas toyland received a Magic Whistle as another tie-in with the radio series.
AIRFAX: Commercials given by WWVA announcer Walt Turner averaged one minute in length, with special items plugged. Transcribed series features hundreds of story book characters who come to life in Santa's North Pole factory. First Broadcast: December 3, 1945.
Broadcast Schedule: Monday through Friday, 6:457:00 p.m.
Preceded By: Singin' Sam.
Followed By: Korn Kobblers (T-Th) ; Telephone Quiz (M-W-F). Sponsor: Stone 8C Thomas.
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RADIO SHOWMANSHIP