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F
ocus on Musical Portraits
Program in Good Taste, With Indirect Sales Approach, Creates Sales and Prestige for Gittings, Houston-Dallas Photographer
by FRANK STEWART, producer-announcer, KPRC, Houston, Texas
THIS is a story of a radio program so simple in design, so honest in motive, that most advertising executives and sponsors would consider it hopelessly
// isn't news to the broadcasting industry that in all too many instances a local program is only as good as the sponsor permits it to be. These dealers in what are called luxury items invest time and money in the creation of that intangible prestige factor. They wouldn't stand in front of their shops and button-hole patrons. Yet these same advertisers, when they take to the air, often hawk their wares as shamelessly as a New Orleans shrimp peddler. In far too many cases, they literally attempt to black-jack the listener into patronage.
Fortunately for the listener, most such shows cancel within a few weeks or months. Unfortunately for radio, the medium, not the show's form and content, is blamed by the client for failure to further the interests of the firm or its products.
Paul Linwood Gittings didn't hold with this 1 T O school.
inadequate for commercial radio. Created for Paul Linwood Gittings, Photographer, Houston-Dallas, Tex., it illustrates an important aspect of local radio advertising for dealers in luxury items.
Mr. Gittings displayed a remarkable disdain for precedent. What he wanted was a show as carefully wrought, as beautiful and imaginative as his own portraits in photography. What he wanted was a program in good taste, with quiet integrity, both integral parts of his business. He was convinced that such a program could be a new tool for the creation of prestige and sales. He knew that in selling the end-use of his product, that is, in selling beauty, memories and sentiment, his product would soon sell itself.
Of course KPRC gave him complete cooperation. Many programs were auditioned. None of them reflected sufficiently the qualities that Mr. Gittings considered so essential for his business.
So what was evolved was a program which in format and theory of operation was a mutual creation, resulting from close collaboration with the client. With myself as writer-producer-announcer, we worked out a full hour of music on Sunday morning from the NBC Thesaurus library, featuring the music of Allan Roth and Norman Cloutier. We call it Portraits in Music, a title which reflects the spirit of the show and has a gimmick value for the sponsor.
There are no vocals, no announcements of titles. W^ith the exception of
NOVEMBER, 1 946
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