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CARLTON FREDERICKS
AT THE BRASS RAIL
An audience participation show featuring health and nutrition is a new offering by station WMGM New York City which is combining high standards with educational value to achieve far-reaching advertising results.
"Breakfast at the Brass Rail with Carlton Fredericks" is broadcast Monady through Saturday from 9 to 9:30 A. M. over WMGM. Designed to educate entertainingly, the show originates from
AIR FAX: Nutrition show gains popular appeal with audience participation breakfast.
First Broadcast: September 27, 1948
Broadcast Schedule: Monday through Saturday, 9 to 9:30 A. M.
Sponsor: Cooperating
Station: WMGM, New York City, New York
Power: 50,000 watts
Population: 7,454,995
the Fifth Avenue Brass Rail in New York with "breakfast" audience participation.
Commercials on the show are all for food products or allied materials. Because of Frederick's need to maintain reputation every type of merchandise advertised must meet high nutritional standards. Commercial messages are woven into the show with no specific time for a commerical to begin. Various devices for casual introduction of commercial announcements are utilized. Th^re are tie-ins with give-aways, d»Fcussion of food values, ease in preparation. Always there is the try for immediate ^a.es.
Sponsors are businessmen connected
in some way with food serving or food products. Included are the three Brass Rail Restaurants at 745 Seventh Avenue and 521 Fifth Avenue in New York and at 8 Nevins Street in Brooklyn. The other sponsors are Merkel Thrift Hams at 94-11 Sutphin Boulevard in Jamaica, and Wetzstein's Pre-cooked Tongue of E. M. Greenbaum and Company, 144-42 70th Avenue, Flushing.
Fredericks himself has had seven years of radio broadcasting behind him, but this, his new show, started over WMGM on September 27, 1948. It clicked immediately. After the first three weeks, guests were added. A different formula for each day was devised. Mail pull was upped from five hundred to five thousand letters each week.
Primary costs aside from airtime and talent involved in producing the show are handling of mail and printing. Fredericks writes the scripts for the varied daily programs. All mail relates to subject matter of the show and contains requests with self-addressed envelopes for pamphlets and menus. The requested material is printed and distributed free. Printed matter is punched for loose-leaf folders and so made handy to preserve.
Audience participation is one of the vital factors contributing to the popularity and selling appeal behind the show. On the average the number in the audience runs to about two hundred daily. One dollar is charged for each person's breakfast at the Brass Rail.
Only fifteen minutes of the script is actually prepared each day. Remainder of the time is taken up with ad libbing, forum, or guest interviews. Most people
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RADIO SHOWMANSHIP