Broadcasting (Jan-June 1933)

Bridge Feature Ties-in 13 Merchants Cards Called by Sponsor Markings, Charts Distributed By Advertisers, Prizes Awarded Each Week By H. K. CARPENTER Manager, WPTF, Raleigh THE MERCHANTS' Radio Bridge Game was originated by Harry M. Morrill and J. H. Powell of Atlanta. The system is copyrighted by them and is sold by radio stations to 13 merchants, each in a different business classification. Each merchant profits twofold by this type of program — first, from the direct advertising by radio, and, second, from the printed ad on the charts. Charts provide the key to the broadcast of hands. The 52 cards are printed in four rows, one suit to a row, and each of the 13 sponsors is allotted one card in each suit. This gives each sponsor four cards in all, and in the center of each card there is a space in which an advei-tisement is printed. This advertisement features the name, location and business of the sponsor who has been allotted that particular card. These advertisements, printed on the cards, provide the key to the weekly broadcast of bridge hands, since the cards are called by the name of the sponsors rather than by the card designation. Advertising Tie-in BECAUSE of the manner in which the hands are called, the listener has to listen to the advertising lines. Two hands are described Mondays and Tuesdays. On Wednesday we broadcast the Contract Bridge Forum, which consists of questions and answers and the analysis of unusual hands. This feature is worked out by an associated teacher of the Culbertson studios, who also judges the hands that are sent in. On Thursday the entire hand is repeated to be checked for errors, and on Friday the names of the winners are announced; also on this day the method of analyzing the hands is given for persons who have entered the contest for the first time that week. On Saturday the hand, as analyzed by the Culbertson teacher, is broadcast with players actually around a table in the stu A UNIQUE scheme by which radio stations may obtain advertising from local merchants is proving successful on WPTF, Raleigh, N. C. Designed to attract all bridge players — and who isn't? — the daily program provides double advertising for the sponsors, their names being printed on the cards which are called by these designations in the bridge games. Oddly enough, WPTF found that 9:30 to 10 a. m. was the most suitable time to attract bridge players. Weekly prizes include such valuable items as an electric bridge dealing table, a set of golf clubs and a radio receiver. dios. Then on Saturday night a brief program is broadcast and the prizes are presented to the winners in the studio. Four prizes are awarded each week, with the winner sending in the best solution having the choice of three first prizes. The prizes are the same each week, and are awarded for the best bidding, analysis of bidding and play and individual effort. Popularity Increases THE RADIO Bridge Game has been carried by WPTF for seven weeks and is increasing in popularity daily. For a week before the program was introduced, we made a diligent survey of bridge players throughout the city in an effort to find what time the broadcast would reach the greatest number of persons interested in bridge, inasmuch as the program is designed primarily for those taking an active interest in the game. After experimenting with three different ' times on the air, we found that 9:30 to 10 a.m. is the most suitable time for this broadcast, and we are expecting to keep it scheduled at this morning hour until the expiration of the program. The method which we are now using is our own adaptation of the original plan devised by the copyright owners. We felt that the needs of the sponsors differ in each community, and for this reason we are convinced that the manner in which we are now handling the program is an improvement over the original system for our territory. We have arranged the broadcast to feature a highlight on each day, thereby creating an incentive for listeners to tune in, even though a hand is not described except on Monday and Tuesday. Merchants Pleased THESE PROGRAMS are not limited to Raleigh but are available to all listeners in our coverage areas. Of course, those listeners living outside the city often cannot call on one of the advertisers to obtain charts, but the sponsors have been glad to provide them by mail. We have found the merchants associated with this broadcast cooperative in every respect, and their comments indicate they are more than satisfied with the results obtained from this up-to-date and rather unique type of advertising. We feel that the plan contains all the best elements of advertising. The campaign runs for 13 weeks. Not only is the program highly instructive to the lis RALEIGH MERCHANTS RADIO BRIDGE GAME LISTEN FOR DAILY PROGRAM OVER RADIO STATION WPTF KEEP CHART— YOU MUST HAVE CHART TO PLAY GAME A BOYLAN-PEARCE CO. Raleigh's Shopping Center ♦ V CROSS&LINEHANCO. Clothiers Men's Furnishers and Hatters LEAnKRS SINCE 1880 OLD GREY GOOSE FLOUR DlSTRinUTOR T. B. CROWDER & SON / — J Person St. Pharmacy TWO STORES HATES BAETON— Phone 106 PEBSON STREET— Phone 221 COMPLETE I>RUG STORE SERVICE f v., 10. . BAMBY BREAD AT YOUR OROCER'3 Royal Baking Co. Portion of Large Chart Showing How Radio Bridge Game Advertises Local Merchants June 1, 1933 •BROADCASTING Fickett Radio Director Of Gotham Advertising KENNETH 'Z-ri^.^.-a^ H FICKETT, long ' ' identified in radio as an announcer, station manager and program producer, has been named radio director of Gotham Advertising Co., New York agency, which currently Mr. Fickett is handling "Jack Frost Melody Moment" program on an NBCWJZ network and which is now preparing a recorded series for Toddy, Inc., subsidiary of Grocery Store Products, Inc., New York. Latter sponsor used the "Tarzan" transcriptions this spring over selected stations. Mr. Fickett joined WGR, Bulfalo, in 1924. He went to NBC in York in 1927, later joining the former Judson Radio Program Corp., then the Adams Broadcasting Service. For Gotham he will direct the preparation of programs for network presentation and also the preparation of electrical transcriptions. Schlitz Gets Ready SCHLITZ BREWING Co., Milwaukee, is reported to be preparing to go on the air over NBC from Chicago. If contract is signed, it will be the first brewing company to go on a national network since 3.2 beer was legalized, except for the change in the Premier-Pabst Sales Company's "Blue Ribbon" programs, featuring Ben Bernie, to include its brew as well as malt. Schlitz may also supplement its network program with spot. Its agency is Freeze-Vogel-Crawford, Inc., Milwaukee. RADIO is to be enlisted in a campaign against the common house fiy in France, with speakers enlisted by the Office National d'Hygiene Social to give housewives scientific information on how to rid their homes of the pests. tening audience, but it is producing tangible results for the advertiser, as evidenced by the fact that listeners are going into the stores to obtain the charts. The number of written contest entries sent to the station is another evidence of direct results obtained from the sponsorship of such a program. Listeners Delighted AS AN added feature, from the merchants' standpoint, we are canvassing bridge players in the city and explaining the contest to them in an effort to increase our audience. Listeners' comments are that the broadcasts have taught them the correct method of playing contract bridge as regular bridge lessons from a teacher would have done. At the beginning of the broadcasts, members of the audience who were just learning to play contract bridge were hesitant about entering the contest but after listening to several of the programs they became interested in the game and are submitting solutions. Page 11