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Schedules orTA Statlons'BuM C\\ente\e\^or Night Spot
.— ' Nighttime Is Play Time/
by I. V. MAS/A, Bauerkm M\)ert\$mg Agency
THE music runs the gamut from dreamily sweet waltzes to fiery rhumbas and sambas, then digresses to, perhaps, the Warsaw Concerto. Commercials are brief, and not too, too horribly serious. The entire effect of the program is one of a friendly, somewhat sophisticated tryst between bon vivants. The results are, to put it conservatively, colossal. That's how our client, the Beverly Country Club, New Orleans, La., wanted its radio programs handled, and that's how they have been handled ever since last May. Naturally, w^e're plenty pleased that the response has been so generous.
To begin with, the Beverly Country Club is, essentially, a place where people go to enjoy themselves. An outstanding exponent of the art of good living, the Club goes in for an atmosphere of quiet good taste, lavishly luxurious decor, and the sort of service one thinks of as having ended with the war. With that thought in mind, the Club gears its radio time to the same pace; is quick to eschew the obvious, hard-selling blatantly commercial message; sends out over the airwaves, instead, a friendly greeting.
Twice each evening the Beverly Country Club is on the air over WNOE. At 10:45 and at 11:15 it's time for the downbeat, maestro. And each time, a different orchestra is featured, since the Beverly provides two for the entertainment of its guests.
On each of these broadcasts, the usual commercial rears its inevitable head. But not viciously. One might say that the keynote of each commercial is that it must (a) never, never be dull and (b) it must never, never, never (well, hardly ever!) be too long or sell too hard.
This same technique is followed in the Beverly Country Club's spot announcements on other stations. WNOE carries spots, as well as the above discussed two programs, while W^SMB, New Orleans, and W'GCM, Gulfport, Miss., carry others. On all out-of-town programs, as in its out-of-town newspaper advertising, the Club seeks only to remind listeners of the advantages of Beverly for important entertaining, and to point out its location just outside the corporate limits of New Orleans. The message that it's "just a ten-minute drive from your hotel," is repeated frequently with, perhaps, a reference to the Club's two dance orchestras, or its air conditioning system or, yet again, its cuisine. Apparently, that's all that's necessary.
It seems that the Beverly Country Club found the magic words for its airveriising when it decided to keep them short, breezy, and friendly, w^ithout too much sell. Beverly simply reminds its friends that it's still doing business at the old stand. That reminder is enough, and more! Beverly is satisfied.
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RADIO SH O WM ANSH IP