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SOLD BY DJ SHOW
One girl member of the club finally put a stop to written commercials. Sylvia Bollatta, fourteen-year-old Central High School student, came up with a musical jingle, for which she has composed both words and music. The first time the singing advertising message was aired, the staff pianist, Dottie Page, accompanied Sylvia on the piano. A platter was made of the jingle and now it is the commercial used on the show.
Before long, however, another jingle will be on the air. Sylvia's success in getting in on the act has given many another aspiring young high school student the idea of trying his musical hand at jingle writing for radio.
Psychologically, the jingle writing stint works wonders for sponsor and listener. The youngsters participating try like crazy to outwrite each other and, all the while, they are having the experience of not only listening to a program, but also sharing in it. Their enthusiasm for the sponsor's product and the part they have in boosting sales is boosting sales. It is that enthusiasm that is constantly reflected in their inventive verses for Pan Dandy Bread.
In addition to creating wide audience participation via the commercial technique, disc jockey Bill Dawson thought up another scheme. Again, competition is involved though here it is on a broader scale. Dawson is conducting an attendance contest with a single plaque going to the school which has the greatest representation on the designated day.
With all these inventive methods for selling this show and the sponsor behind it, it is no wonder that the Adams Baking Company is now sponsoring the "1400 Club" for an hour period.
Popularity of the show is also indicated by the mail pull. On the average, from three hundred to four hundred and fifty cards and letters are received each week. Most of these request that certain specified selections be played. Most important and most significant, however, is that almost all mail is noted with "I eat Pan Dandy Bread" which seems a very positive indication of the imprint the commercial messages are making on listeners.
Air time of the program late in the afternoon is another factor contributing to the success of the show. It is at this hour when teen-agers are back from school, are waiting for dinner, and can relax to the accompaniment of the popular musical platters served on the show. The program is preceded by "Hint Hunt," a CBS program, and it is followed by another CBS offering, "School of the Air."
Actual format of the show is designed to please the musical palates of teen-agers. Geared strictly to the tastes of high schoolage boys and girls, the program offers popular songs and novelty tunes.
Selections are chosen by letters from members of the club who now number fifteen hundred strong. Originally the show was nothing more than a request show until the Adams Baking Company bought it in 1947. Only gimmick used now is the membership card issued to all members. Only restriction imposed is that members be above the age of eleven years.
A little originality goes a long way. In this case, it is, through a clever appeal to a teen-age audience, selling a greatly increased amount of a family product. Little advertising expenditure and a lot of ingenuity is putting Pan Dandy Bread in the majority of homes in the Portsmouth area.
MARCH, 1949
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