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seasonal interests and enthusiasms. Bv presenting a holiday program in the time slot already associated with the sponsor, the advertiser acquires an already established listening audience without having to resort to special audience building promotions.
Department Stares
SANTA'S MAGIC CHRISTMAS TREE To promote its W'hite Plains suburban shop, B. Altman & Company, New York City, appeals to the home through its children. During the course of the year, the small fry are entertained by such stars as Ireene Wicker, the Singing Lady and Maureen O' Sullivan, both transcribed features offered by the World Broadcasting System; Streamlined Fairy Tales and The Adventures of Pinocchio, through Harry S. Goodman; Destiny Trails, dramatized stories by James Fenimore Cooper, produced by NBC-Radio Recording Division, and Twilight Tales with Eleanor Gene, through Kasper-Gordon.
When Christmas, 1945 rolled around, B. Altman gave the nod to Santa's Magic Christmas Tree as a seasonal fill-in for its 5:30 p.m. broadcast aired on a 52-week schedule over WFAS. Altman 's is now in its third year of using a daily children's program sans blood and thunder.
AIRFAX: a boy and a girl rub a magic lamp, dream of Santa and are transported to Santa's Magic Christmas Tree land.
Broadcast Schedule: Monday through Saturday, 5:305:45 p.m.
Sponsor: B. Altman 8C Co.
Station: WFAS, White Plains, N. Y.
Power: 250 watts.
Population: 40,327.
Producer: Kasper-Gordon, Inc.
COMMENT: High adventure may ring the bell with the juveniles, but it's a red flag to their parents. Here's one way to entertain the youngsters and to earn the good will of their parents at the same time.
CHRISTMAS TIPS
Holiday promotions briefly noted.
Home Furnishings
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JOY TO THE WORLD In Everett, Wash., the Van Winkle Trading Company brought Joy to the World via a KRKO series of legends and true Christmas stories. Broadcasts were aired for the six weeks prior to Christmas Day, with Christmas carols as the musical bridge. Commercials were in the form of a shopping tip from the announcer. When the program sold out the sponsor's entire stock of Christmas merchandise, Van Winkle knew what to do about it. In jigtime, series was signed up as a yearly feature. Schedule: 1 1 :00-l 1 :30 a.m.
Schoenfeld Erickson, home furnishings, gave expression to its feeling of Good Will Toward Men in a KRKO series designed as a welcome home to veterans and to men home on Christmas leave. Christmas music was used on the 10:30 p.m. broadcasts, with three commercials stressing Christmas merchandise.
Sustaining
CINNAMON BEAR In Santa Rosa, Calif., the Cinnamon Bear is no stranger to the nippers. He first put in his appearance on KSRO under the auspices of the Santa Rosa merchants. His assignment: to create increased street traffic. Since then, he has played three return engagements. For two successive years, the Cinnamon Bear was sponsored by the TomasiNi Hardware Company, with both campaigns pointed towards a year-round toy land. When the Cinnamon Bear retuincd in 1945, it was as a station promation for juvenile programs. Series is offered through Radio Producers of Hollywood, with 26 programs available. Program was heard at 7:30 p.m.
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