Radio showmanship (Jan-Dec 1949)

Record Details:

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announcer who also reads the two commercial messages within the body of the production. Commercials are presented in a very informal, sometimes conversational style. There is seldom any outright merchandising. No attempt is made for direct selling; a purely institutional approach is maintained. Each sponsor is mentioned at least once every day. One sponsor is given the two commercials on any one particular day. Wide diversity in the nature of the businesses sponsoring the show indicates that any enterprise gets results from this radio advertising plan. Roy Davis Jewelry Company has sponsored one day each week since the very inception of the program. Never has any sponsor dropped sponsorship because of dissatisfaction with the production. Currently, besides the jewelry account, KILO's "Man on the Street" is also sponsored by a bakery, a coffee shop, a sales agency for trailer houses, an electrical appliance dealer, and a dry cleaning establishment. Never are two competing sponsors put on the show. Very little promotion has been used in connection with the show. The idea seems to be its own best advertisement. Broadcast from the main intersection in downtown Grand Forks, the program never lacks for contestants. Other than holidays when there are no pedestrians in the downtown area, the program has been aired regardless of weather. Even last winter when the temperature was as low as thirty degrees below zero, willing and eager participants were always on hand in sufficient number to keep the show moving along at a rapid pace. At the present time this program is preceded and followed by CBS serial dramas. This factor helps to draw a large listening group. An old program idea, well-handled and involving little expenditure for sponsors, has resulted in sponsors and contest winners alike getting the most^for their efforts. Picture taken the day a 17year-old girl correctly identified Abe Burrows and went home with 125 silver dollars. Station personnel crowded against building includes M.C., Jim Hutton/ commercial announcer Don Fuhrmann, and station manager Ralph Herbert m-s I #