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WHEN Ckorgi: J. Sloan, Jkwf.lERs, took on sponsorship ol the Jeivel Box Theater over KTUL, Tulsa, Okla., it didn't leave its audience build-up to chance! \Vhat rated pictures and a story in the Tulsa Sunday World, July 7, the day the program was first aired, was a collection ot gems valued at more than 8150,000. Large crowds gathered before the display case in the Hotel Tulsa lobby to see this collection of gems gathered by the sponsor, Georgk Sloan.
PREBROADCAST PROMOTION
The collection was in part, a display regularly shown at the Smithsonian Institute, and it included a group of replicas of famous diamonds, valued at $25,000. One of these replicas, the Regent, was the diamond dramatized on the premier performance.
In addition to the Smithsonian collection, Mr. Sloan had assembled one of the largest and most valuable collections of colored gems ever seen in the Southwest. To complete this impressive display, a famous antique porcelain jewel box, borrowed from a collector, held the place of honor in the showcase. Two armed guards stood on duty by day and night.
Other pre-broadcast promotion included newspaper advertisements, taxi-posters, and colored lithographed posters with city-wide distribution.
MERCHANDISING TIE-INS
However, promotion and merchandising didn't stop when the broadcasts began. Among the promotions developed in connection with the radio series was a Jewel Box Theater contest in which listeners were to describe in a 25-word or less letter the five factors which determine the value of a diamond.
To the listener whose letter was most nearly perfect from among the hundreds of entries submitted in the contest, the firm awarded a S500 diamond.
The program itself is produced without commercials, and when the jeweler took on sponsorship of the series, it was
with a iwolold purpose. Siiuc George Sloan is the only registered jeweler of the Amerk;an Gem Society in the area, sponsorship of the series was intended to further consolidate the firm's reputation as the leading gem authority in the co\erage area. At the same time, the sponsor fulfilled a lifelong ambition to share with the public the fascinating stories of gems, and through these stories, to encourage more general appreciation of the bcaiuy of rare gems.
BEAMED TO SPECIFIC GROUP
To accomplish this goal, the jeweler appeals on the one hand to those listeners who ha\e become interested in the dramatic stories of authentic jewels unfolded on the weekly half-hour program. On the other hand, the series also appeals to those who are attracted to the scientific and authoritative discussions of gemology in general and selected stones in particular.
The program is directed to potential in\estment buyers. Every factor determining the value of a specific gem is brought to light, as are the many features involved in the evaluation of every gem species known.
AVhile result data on the series is limited, the sale of one $11,000 star sapphire gives some indication of the effectiveness of an appeal to a selected audience. W^ith the exception of the diamond, the sale represented the largest on record in the area.
DECEMBER, 1946
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