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Four variations front usual morning format
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Tex & Jinx, WNBC, N.Y., man & wife team Live Western music peps up WHBQ listeners Marjorie Mills is one of few wake-up women Nat Williams gets up early, WDIA, Memphis
stations in other areas as well.)
Orders for 200 "Clipper Farm Fanning Mills" I at $75 each) rolled in to the Gurney Seed & Nursery Co. of Yankton. S. D.. when local station WNAX aired four commercials. Some SI 5.000 worth of merchandise sold for an advertising cost of $158.15. A single $12 morning announcement over the same station sold 13 combines for Francis Beehner of Sioux Falls to the
tune of over $30,000.
Sales results like these from all over the country could be multiplied indefinitely— bank loans, real estate, cigarette lighters, toilet article kits, oil burners, household gadgets. Most stations say there isn't anything sold over the air today that can't be effectively promoted via early-morning shows. They back that up with actual results like those above.
Typical Morning Men merchandising pieces
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1 typical Morning Man
A little over 10 months ago, Cleveland's oldest station, WHK, predicted that its newest morning man would "turn the town upside down."
Bill Gordon appears to have done just that. Just a few months ago the annual poll, conducted by Stan Anderson of The Cleveland Press, tagged Gordon "Best Performer" and top D.J.
How did he leapfrog into the number one spot in Cleveland's smart, hotly competitive radio league — a league including some of the country's top stations? Only 26 years old, Gordon has a healthy physique, an equal I \ healthy ambition. Back from the Navy, he immediately plunged into radio work. Success as a d.j. on WHHM.
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Memphis, led to more triumphs at WHBQ in the same city. He was a sensation. Finally WHK, Cleveland, beckoned and he made the switch to the
bigger market.
Key to Bill Gordon's success is his reckless energy, an appreciation of the value of self-promotion, a well-developed imagination, and a willingness to extend himself for his sponsors.
A firm believer in gimmicks. Gordon bombards 7:15 to 10:00 a.m. listeners with Count Basie's High Tide. Quacky the duck, Froggy, the sound of screaming women, horses, dogs, wolves, a kazoo, a clap-hands theme, and his "Stay Smoochie" slogan — just to mention a few. On top of this, listeners get a double "treat" when Gordon plays a record: he sings along with the pei formei "ii wax.
A hard-plugging salesman, Gordon's selling triumphs include moving 07 used cars for Lou Meliska in 13 weeks, during the middle of winter. To say nothing of the $(..00(1 worth of business Gordon promoted for Aeroways Fixing School, with two announcements costing S01. 20. Current!) Gordon is sold out.