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Sponsors Benefit Th
AIR FAX: Program of fairy tales for children sells children's clothing for Salt Lake City department store.
First Broadcast: April, 1947
Broadcast Schedule: Mondav through Friday, 5 P. M.
Sponsor: ZCMI Department Store
Station: KSL, Salt Lake City, Utha
Power: 50,000 watts
Population: 149,934
A department store in Salt Lake City, Utah is selling greater quantities of children's clothing since it began advertising via the medium of radio.
ZCMI Department Store in Salt Lake City is the sponsor who is cashing in because of a radio program directed toward an audience of children. The show is titled the "Story Princess" and it is aired Monday through Friday each week over KSL Salt Lake City. Program is a quarterhour of imaginative entertainment starting at 5 P. M. each broadcast day.
Featured performer on the show is Alene Dalton, who is author of several best sellers in the field of children's books. Miss Dalton relates tales, fairy tales, which never grow old and which never lose their appeal for youngsters. And that is the simple, but amazingly effective format of the show the telling of fairy tales which appeal to all ages, six to sixty.
Amazing also, is the merchandising effect to be achieved via the format of the "Story Princess" show, and all the activities combined with it.
Naturally, all commercial messages are confined to children's clothing in the ZCMI Department Store. The direct
method of selling is applied in all the commercial announcements.
Actually it is the activity program used in conjunction with the "Story Princess" that sells merchandise for the sponsor. Alene Dalton, the talented Story Princess, is experienced in the merchandising of children's clothing and takes a personal interest in the activity schedule. Boys and girls are invited to join the TKT-DKD Club. Meaning of the initials are revealed only to those who write to the Story Princess and tell her their kind deed for the day. Names of the listeners are mentioned as part of the "Birthday Club" and those so honored are feted at the birthday party held once each month. Promotional tie-in possibilities are unlimited. Attendants at the monthly birthday parties average around three hundred.
Format of the show is simple yet the mail response for this program has been of tremendous proportions. The show has been of such high entertainment value for boys and girls that it has won several national awards.
Yet the formula for success is really as simple as the show itself. It is special care and attention to details that has won acclaim for the "Story Princess." Care is exercised in selection of recorded music and musical bridges. Appropriate sound effects add color to the story. So the young listeners get a colorful, appealing program, embodying the stories they love to hear with music that makes those fairy tales seem almost real.
ZCMI is the largest department store in Utah and one of the largest in the West. Their radio advertising job is a huge one and it is followed up by newspaper, direct mail and magazine promotion. (Continued on Page 32)
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RADIO SHOWMANSHIP