We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
short harp interlude interpolations, the music segues from beginning to end. This radical departure from the whenin-doubt-play-a-fanfare school of programming proceeds on the theory that in return for good music, free from verbosity, a grateful and appreciative audience will listen when we do have something to say. Here we come to the all important question of commercials.
The sponsor's message on the KPRC program represents a new and intelligent approach to the old problem of selling by radio. Through a trial and error period during the audition stage, we evolved a new technique which, for lack of a more descriptive term, we call an essay-commercial, with only two read dining the entire hour.
This essay-commercial is designed to sell only through indirection. The emphasis is entirely on the sale of the idea of the end-use of photography, "fine portraits which will, in later years, unlock the door where memory sleeps." There is but one purpose behind all the copy: to create in the public mind, an awareness of the wonders that lie hidden in technique and composition; to reveal photography itself, its magic, its beauty and its eloquence.
Listeners have never been called upon for direct action, but from the evidence we know that the series has given the public an appreciation for craftsmanship in the creation of portraits of distinction. The latest Hooper report indicates that with 22 per cent of sets in use, Portraits in Music has a listener rating of 13.1, second only to One Man's Family, and, until 6:00 p.m., higher than any other Sunday show in Houston, network or local.
There is but one explanation lor this evidence of listener interest. The program is in good taste and it is a good show to hear. Of equal importance, it is a profitable series for the client. During the years that Portraits in Music has been on the air, the sjjonsor's sales chart has risen steadily, and many new patrons say they are attracted to the GrrriNGs Studios by the broadcasts.
A simple format? Yes, indeed! But it draws h'steners and it produces results.
• High point scorer on his birthday vii Joel Blake who appeared on the she I premier. Four contestants here help him < : the birthday cake.
AGGRESSIVE programming, coupled i with smart promotion, plus a show chock full of hinnan interest, caught the radio eye of one of Oklahoma City's leading department stores after a kids quiz known as Y's Up had been on the air only one week. This is not an Horatio Alger, Jr., success story, although all indications point that way.
Y's Up is aired each Saturday morning at 11:30 in the studios of KOMA, and is sponsored by the John A. Brown Company as an audience participation show. The children are enthtisiastic aboiu the program. What is equally significant, parents also have \'oiced approval. Even those whose sons and daughters are not on the program attend the l)roadcasts.
SALES AND SERVICE
While a series of this type is definitely public service, and it was with that in nund that the John A. Brown Company took on sponsorsliij), (here has been very lavorabie tustomer reaction directly atnil)uiabie to it. Housewives doing their Saturday morning shopj^ing drop in to witness the 11:30 a.m. broadcasts, and they seem particularly receptive to convincing commercials.
Nothing new in tlie way of quiz shows
376
RADIO SHOWMANSHIP