Sponsor (Nov 1946-Oct 1947)

THt DINVER POST: Tuf.d.'.Jio 7. 19<7 THE SCHKOZZ COHTBUUTSS TO THE CAUSE— Lone, nosed Jlmme Durante <lelt) ana nil shorthaired sidekick. Cam Mooi. (right), hilarious radio comedians, buy tickets to their two houl | show in the city auditoilum Ian. 17 ttom Hugh Terry, manager ol station KLZ. Durante and Moore will appeal In the infantile paralysis benefit performance, proceeds from which will go to Deneers March of Dimes 1un<t Tickets can be obtained at the Denver March ol Dime, headquarters. 820 Midland Sarlngs building, and at the Denver Dry Goods company ticket olUce. Ticket selling opens drive. Hugh Terry (KLZ) sells Durante and Moore 61 in* Boston to Hollywood, the old and iku Rexall li« me towns, the Rexall newscaster is a fixture. Druggists perform a public service, and the appellation "Doc" with which so many are addressed is no accident. They're a respected and vital part of the average town. Rexall therefore realizes that its broadcast activities must have a public service as well as an entertainment quality. When an opportunity presents itself for the Jimmy Durante program to help along a worthy cause, Rexall works with its local outlets and stations and does everything in its power to carry the public service ball. Typical was the visit of Durante and Mcore to Denver in January of this year. Colorado had been badly hit by the polio epidemic last year and it was chosen for the most active crmpaign for the 1947 March of Dimes. Every important name in the state was on the a mmittee including the governor and the governor-elect. From the arrival of the Durante cast in Denver on Thursday, January 16, until their train left at 7:50 p.m. Saturday, January 18, Durante and cast were on a merry-go-round that started with a parade and ended with an hour show at the Denver Paramount '1 1 eatre for 3,500 children Tickets for tl . broadcast sold at $25, $10, and $5, and over $5,CC0 was raised directly in this manner. Staion KLZ, under the direction of Hugh Teny, it* manager, made certain that the Durante-Moore names were everywhere. Not a single medium was s GOT* T -4. JE!R\\\3KO Star billing for Durante-Mocre on street car fronts cofflM. m petson missed to make the visit of the Rexall program to Denver a triumph and the Rexall and N. W. Ayer (Rexall agency) staffs worked with Terry and the March of Dimes local committee all the way. Basic difference between what Rexall does and what most other advertisers do is fundamental to the Justin Dart inspired operation. Where most sponsors expect their agency or network, or stations to go ?11 the way promoting a program Rexall simply asks the netwoik or stations how Rexall can improve promotion. Seldom does Rexall permit a station to take the ball away from them as they did with KLZ in Denver. In this case it was a charitable drive and the thinking no doubt was that the fuithei away Rexall kept from the March of Dimes the better it would seem to everyone concerned. That's typical of Rexall's operations — knowing when to do and when not to do something. Rexall also may have decided to permit Hugh Terry, KLZ station manager, to carry promotional ball because he's known not only in Denver but practically from coast-to-coast as a promoting fool. Give him something to root about and, as in this case, he does the rest. The Denver personal appearance was public service at its best but it was ail part and parcel of the thinking of Rexall executives, who don't look upon broadcasting or promotion as something aside In m their regular business operations. They sell promotion and radio just as they sell the name of Rexall and_all the Rexall drug products. DURANTE AND MOORE" Broadcast on KLZ-CM >~e «...« ...i *.<•<••..» 730 KLZ ntuAN.1T "In person" cards in merchants' windows of Denver Transit advertising stresses the "in person" broadcast "DURANTE ■* w " n ** ' * —uill broadcast horn PenSf PUI O O R E" ''f's municipal auditorium Coming io Denver in Person! — to launch "March of Dimes" campaign to fight polio. KLZ--CBS 7:30 P. M., Jan. II TA. 1556 for ticket. Newspaper advertising sells appearance of Rexall show Record dealers tieup disks March of Dimes stars 118069 # t 98 Bumpers contribute to Durante-Moore appearance