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go =UNIVERSAL WEEKLY— SHOWMANSHIP SECTION = Sept. 28, 1935
TWO BIG SHOWMANSHIP IDEAS FROM CINCY!
Cash for Best Letters in Diamond )im Brady Contest
Cash for Best Letters in Diamond |im Brady Contesl
Super-Salesmei
n; j , ' Le”ers in
Diamond Jim Brady Contest
. -...an Letters
Contest Ends Tuesday IS
ro $11,000,000/
t^ve million dollars to spend.
and LILLIAN RUSSELL FOR A PLAVMatc i
unique contest inspired by the Brady's life, based upon super-seles: Times -Seer end RKO Pelece offer cesb our idee on the subject of salesmanship, eteils mey be found in today sTimes-Sur.
A Universal Picture with Edward Arnold, Binnic Barnet, Jean Arthur and Cetar Romero ttartt Friday at the RKO Palace
£.
P*1 i* 0pen t °G» e °l t CV»c‘®stot
RUN ^'rn^\oV«eS'_ .ub\«
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T?ETTNT£snfp°WBUIMESSTAR F0R C°MPfETE t THE TIME5-STAR . RKO PALACE . "DIAMOND JIM'
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SEE HOW THE CINCINNATI TIMES STAR PLAYED UP THIS SALESMEN CONTEST!
angler.
INSPIRED by Diamond Jim's salesmanship powers, E.V. Dinerman and Joseph Alexander, alert and fast stepping, free-space grabbing pair of showmen «t the Palace Theatre, Cincinnati conceived this Super-Salesman Contest as a great seat-seller.
The contest was co-sponsored by the Times-Star, who handled it a la Diamond Jim — big space and plenty flash. Illustrated at left are six daily inserts. The giant ads, each four columns by fourteen inches, placed on the amusement pages, gives a rough idea of the cooperation.
The idea of the contest — "To list the ten requisites, in order of importance, which the master salesman must possess and write a fifty word letter on 'What I Would Do With My First $12,000,000' " was just ripe for public attention. Thousands of answers flooded the mails.
Another fine campaign feature of the comprehensive Palace campaign, was tie-up with Post. Newspaper selected editorial commentator Alfred Segal as local "Diamond Jim" and had him designate city's three most needy families to receive $15 each. Stunt was spread out over run of picture and resulted in fine newspaper stories daily. Duke Hickey, Universal exploiteer assisted in campaign.