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SHOWMANSHIP IN ACTION
Promotions and merchandising stunts that will lift a program out of the ordinary.
Sustaining
CURBSTONE QUIZ Three is a lucky number for contestants on Curbstone Quiz, broadcast over WCOP, Boston, Mass. Curbstone contestants picked at random try to answer three questions, with silver crossing their palms for correct answers.
First question popped is of a general nature, may be a brain teaser or a truefalse question. Second question before the house is the same for all contestants, requires an opinion on a current event, newspaper headline or fashion trend. Third try for the money comes in a have-you-got-it question, with 50 cents if the contestant can produce on his person the article recjuested by emcee, Nelson Bragg. Items range from unmailed letters to salary checks and false teeth. For three on-the-nose answers, the contestant is richer by two dollars.
Five contestants appear on each broadcast. When there are two minutes left to go, a jack-pot question is sprung on all contestants and on the sidewalk audience, with the jack-pot made tq3 from the amounts left o\'er daily by contestants who fail to win the maximum two dollars. If neither the contestants nor the audience can answer the hard-toanswer question based on history, statistics, etc., the total sum carries over to the next day when a new question is popped.
Questions and answers are listener sent. Evidence that WCOP scored a direct hit with its listening audience for its Curbsl07ic Qui?.: when the show had
been on the air a mere seven weeks, it came up as one of the most popular local programs in a "My Favorite WCOP Daytime Program Is . . ." contest.
Monday through Fri
AIRFAX: Broadcast Schedule day, 1:15-1:30 p.m. Preceded By: Food is Fun. Followed By: John Trent. Station: WCOP, Boston, Mass. Power: 5,000 watts.
COMMENT: Because he is a man of many parts, the man-on-the-street is a welcome guest both in the home and on the curbstone. From the standpoint of the sponsor, such programs are particularly effective where business volume is related to store traffic.
Sustaining
ARE YOU WISE If the man on the street isn't wise to \VSOC local and network shows, it isn't because \VSOC, Charlotte, N.C., isn't doing its part to zuise him up. Three times weekly emcee Clyde Clem. WSOC's director of sales promotion and publicity, sets up shop in front of Eckerd's North Tyron Street drug store, and for 15 minutes the passers-by answer questions on NBC and WSOC programs.
Gift horse which participants recei\c can be looked straight in the mouth: give-aways, purchased by WSOC, consist of assortments of products advertised on NBC shows and by WSOC spot ac counts. Weekly program schedules arc also distribtited.
AIRFAX: A quarter-hour show, Are You Wise, is broadcast at 11:00 a.m.
Broadcast Schedule: M-W-F, 11:00-11:15 a.m. Preceded By: Mid-Morning Recess. Followed By: Words and Music. Station: WSOC, Charlotte, N. C. Power: 250 watts. Population: 100,899.
COMMENT: Show here provides an excellent way to increase the tune-in. More than that, it also serves as a yardstick of hstening habits, and it can be used to gi\e specific programs a promotional shot-in-the-arm. Finally, and not to be ()\erlooked, is the opportunity to merchandise spot accounts. (For pic, see Shoivmanscoops, p. 384).
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RADIO SHOWMANSHIP