Radio showmanship (Jan-Dec 1949)

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PROOF 0' THE PUDDING Commercials Bring Dress Sale Volume Two commercial announcements over Station WGN in Chicago, Illinois, brought big results for sponsor Hirsch Clothing Company. No other advertising or promotion was used. Yet a week's supply of dresses were sold out on one day. So effective was the announcement of a sale of ladies' dresses on this 50,000 watter at 6:15 P. M., one Monday evening over John Nesbitt's 15 minute "Passing Parade" that by 9:30 the next morning, dozens of women were crowded around the front of the shop. In five minutes, a crowd of potential buyers were milling around the third floor dress shop asking for the "radio dress." By 9:45 signs were posted on street doors reading, "Sorry, Half-hour Wait." Store employees were used as auxiliary police to line up buyers waiting outside the store. An entire stock of sale dresses was sold out in one day — and the sale was to have lasted one week. By closing time hundreds of women had responded — and an additional 250 dresses not included in the group for sale had been sold. Radio advertising of feminine apparel put on the air at the most strategic time has produced the ultimate in desirable results or a typical sponsor of such merchandise— the Hirsch Clothing Company. Mail Pulled on Show Success of the Early Bird program on station WMAQ in Chicago has been demonstrated by the 3,838 pieces of mail pulled by the show during a recent five-week period. An offer of a $1 C.O.D. package of merchandise by the L. & M. Company of St. Louis, Missouri, turned the trick. According to Hal Smith, promotion manager of the station, the sponsor uses one oneminute announcement on the program which is broadcast six days a week at 5:45 A. M., C. S. T. Ed Allen is featured as emcee of the show. Station Finds Relatives KYOK in St. Louis provided an admirable service by locating the relative of an aged patient. When an infirm woman was brought to St. Louis County Hospital in critical condition, staff authorities learned she lived alone in a two-room shack in St. Louis County, and that she had two relatives living in St. Louis whose addresses were not known. Hospital authorities asked KYOK to locate those relatives. Bruce Barrington, KYOK New Director, broadcast the information and names supplied by the hospital on his 5 :30 P. M. newscast. Within five minutes after the program was off the air, one of the woman's relatives called Barrington, who referred the man to the doctor at the hospital. Friends Brought Together Two World War II buddies who hadn't seen each other in five years were brought together again by an announcement on John Trent's Housewives' Protective League on WCCO in Minneapolis. Trent saluted Lyle Spencer, a local grocery store owner. Barney SwartzhofT, who operates a lunch room in Brookings, South Dakota, 200 miles distant, heard the program and telephoned Spencer. • Firm Renews 12th Time Constant effectiveness of Esso Standard Oil Company's newscasts over Westinghouse station KYW in Philadelphia is evidenced by the firm's renewal of its yearly contract for the twelfth time. Program schedule for the old company, makers of Esso and other products, features news broadcasts titled "Your Esso 26 RADIO SHOWMANSHIP