Radio showmanship (Jan-Dec 1946)

Department Stores LIGHTNING JIM A man who lives uj) to his name is Lighlniniy Jim , Western Irontier radio hero to youngsters throughout the country. When the Bkatrick Criiam1.RY, for whom the show was original 1\ developed, told its Chicago listeners that purchasers of two packages of Meadow CioLD Chkesk at National Tea Stores would receive free, a picture of Liglitfiing Jim, response was lightning quick. Limited to one week, the offer sold 120,OOO packages of cheese for a total of 60,000 pictures. Eyebrow raising fact: the promotion was put on by National Tea Stores, with listeners given their choice of pictures of Amos 'n' Andy, Fibber McGee & Molly, Irene Rich and Ransom Sherman. Most in demand was Lightning Jim. Throughout his career as front man for Beatrice Creamery, Lightning Jim was a man of action. His original assignment had been to introduce Meadow Gold Cheese in Chicago, where the product was without distribution. At the very start, Beatrice Creamery offered a Lightning Jim Marshal's Badge for a Meadow Gold Cheese box top (15c purchase) . In the first three weeks, 14,000 boys and girls sent 14,000 box tops! A friend who wore well was Lightning Jim. Beatrice Creamery ran the show over a two-vear period on three stations: WGN, Chicago, 111.; WCAE, Pittsburgh, Pa., and KLZ, Denver, Colo. An ofTer of a free picture drew 281,000 requests from the Chicago area; 95,000 from Pittsburgh and 34,000 from Denver. Grand total: 410,000 recpiests as the result of one announcement. Having done yeoman service for Beatrice Creamery, Lightning Jim was ready for new fields to conquer. Transcribed series is now released through the Frederic W. Ziv Company. Among the first to sign on the dotted line was Gimbel's Department Store, Pittsburgh. AIRFAX: Half-tiour program of Western frontier adventure features United States Marslial, Lightning Jim, and tiis deputy, Wtiitey Larson. Each program is self-contained, although there is a carry-over from episode to episode of many of the characters. Lightning Jim fights on the side of law and order to outwit rustlers, Indians, stagecoach robbers and ban "T/7e »« DOCTOR on the AIR" ^ Program spots, interviews '^ 5 and 15 nninute features * Live or transcribed FREDERIC DAMRAU, M.D. 247 PARK AVE.. NEW YORK. N. Y. Wlckersham 2-3638 dits, with each story revolving about the Marshal, his deputy and his big, black horse. Thunder. Each program allows for three commercials read to a humming background of Get Along Little Dogie to make for smooth transitions from program to commercial. Series was produced by Lord 3C Thomas Advertising Agency, with Jim Whipple as producer. Francis X. Bushman plays the title role. Henry Hoopel serves as deputy. RCA transcriptions. Type: E.T. Time Unit: 30 minutes. Episodes: 104. Distributor: Frederic W. Ziv Co. COMMENT: Providing the audience the advertiser wants to reach is the same, a program which produces sales for one sponsor is ahnost dead certain to ring the bell for another, even though the business fields may be entirely different. The trick is to give the listener the type of program he wants to hear. TELEVISIONARY For the 84,300 people who jampacked the Home Show held October 5-12 at the St. Paul (Minn.) Auditorium, WTCN's television display was one of the highlights. As conceived by WTCN's video director, Joseph Beck, a mahogany mockup was built through which actual televised films were displayed. A Farnsworth television table model receiver was on exhibit, with literature on television and FM available. Mockup will also be exhibited at luncheon clubs, etc. NOVEMBER, 194$ • 389*