Broadcasting (Jan - Mar 1950)

Annual Awards (Continued from 'page 15) phony Hon;-, KSL, second prize for programs beamed to general family audience; ZCMI Homemaker Program, KALL, second prize for women's programs; Tossed Solids, KUTA, first prize for teen-age classification; The Land of Make Believe, KSL, first prize for children's programs; ZCMI BreakfastEdition of the Neivs, KDYL, first prize for men's programs. The specific prizes were in the $5-$15 million volume store category. Schuneman's Inc., for its Red Rooster Hour on WDGY St. Paul, beamed to a general family audience, captured the grand award for the audience classification and first prize in its volume category — $5-$15 million. The grand award in the children's program classification, only other audience group to offer such an award, went to Lit Brothers for its Lit Brothers' Magic Lady Supper Club on WFIL Philadelphia. The program also won first prize in the sub-classification for stores doing more than $15 million volume. Pomeroy's, Reading, Pa., and Golden Rule, St. Paul, took second and third prizes respectively for the Groups of Beamed Programs categories. Pomeroy's was honored for four shows. Golden Rule for eight beamed programs. Other First Prizes Other first prize winners included Goldblatt's Dept. Store, Chicago, for The Let's Have Fun Show on WGN, which captured first honor in the general family, over $15 million classification. Sears Roebuck & Co., Burlington, Vt., for its Sears' Man on the Street program on WCAX, won first prize in the volume group up to $5 million, general family category. Second prize in the general family, over $15 million group, went to Marshall Field & Co., Chicago, for Masterpieces of Music, aired on WNMP Evanston. Brief radio case-histories of Goldblatt's, Sears Roebuck and Marshall Field were presented at the awards session by Mr. Mitchell and Lee Hart, BAB retail coordinator, to illustrate "a simple formula for buying and using radio time." The potential advertiser, Mr. Mitchell said, should ask himself two questions before buying time: "What kind of results do I want?" and "What's the best program and time to produce these results?" When using time, Mr. Mitchell pointed out, he should use it to sell and measure it for results. Goldblatt's, Mr. Mitchell said, wanted to bring traffic to the store, more phone orders and more business. It chose its prize-winning Let's Have Fun Shoxv broadcast on WGN from its 8th floor auditorium, Monday-through-Friday, 12 noon-12:30 p.m. Purposes Outlined The time was used to (a) Advertise specific merchandise values such as men's sport shirts, home movie outfits, pop-up toasters, umbrellas and any item representing a good value buy. (b) Present merdise give-aways to plug specific item values and promote departments where they can be purchased, (c) Advertise special "phone" values for listeners only, (d) Emphasize store hours. Results showed, Mr. Mitchell and Miss Hart outlined, that an average of 5,000 people per week entered the store to see the program; that the phone service department was flooded with orders on special phone values with as many as 90 orders received within 10 minutes after a program left the air; that 75,000 letters were received in connection with the program's Christmas contest and that Goldblatt's has noted a steady increase in business over the three years that the program has been aired, justifying its opening of new out-lying stores. Sears Roebuck in Burlington, which wanted to sell merchandise, promote Sears' slogans, services and brands, and create store traffic, decided on Sears' Man on the Street to be aired on WCAX Monday-through-Friday 12:15-12:30 p.m. The show, staged at the store's entrance, gave Sears credit coupons and gift souvenir key rings to contestants and listeners who submitted questions. To accomplish its goals. Sears used the program for individual commercials on specific items. It also utilized one question in the show's quiz to highlight a Sears brand. Female shoppers were made to reveal what they were shopping for, and were told about the Sears brand on such items. Contestants, too, were invited into the store to hear themselves on Sears' Silvertone wire recorder. The store's slogans were used regularly. Sears' results, noted by the judges in honoring the program, were available only in special instances where radio alone was used, and was not part of a coordinated promotion. They showed: (A) Radio promotion of new Sears' catalogues brought immediate response, with all catalogues ordered by middle of the afternoon of the broad cast. Store had had little action before from a newspaper ad. (B) Complete stock of Honorable Mention — Luckey Piatt & Co., Poughkeepsie — Songs of our Times WKIP, WHVA-FM Honorable Mention — The John Bressmer Co., Springfield, 111. — Bressmer's Bring You the News WCVS Honorable Mention — The John Bressmer Co., Springfield, 111.— The Sangamon Reporter WCVS Stores Winning Awards for Programs Beamed to a Women's Audience OVER $15 MILLION VOLUME GROUP STORES First Prize — Siblev, Lindsay & Curr, Rochester — Tower Clock Time WHAM First Prize — Polsky's of Akron, Akron — Lynn Lawrence WAKR Honorable Mention — Alms and Doepke, Cincinnati — Time for Calling WSAI Honorable Mention — Joske's of Texas, San Antonio — Headline News KITE $5 MILLION TO $15 MILLION VOLUME GROUP STORES First Prize — Pomeroy's Inc., Reading, Pa. — Priscilla Pomeroy WHUM Second Prize — Zion Co-op. Mercantile Inst., Salt Lake City— ZCMI Homemaker Program KALL Third Prize — Maas Brothers. Tampa and St. Petersburg — Notes to Music WFLA Fourth Prize — A. Harris & Co., Dallas — Dell Rogers Recommends KIXL Honorable Mention — A. Harris & Co., Dallas— What's New at Harris KIXL UP TO $5 MILLION VOLUME GROUP STORES First Prize — George Wyman & Co., South Bend— The Time, The Place, The Tune WSBT Second Prize — L. L. Stearns & Sons — Sally Lilson Show WWPA Third Prize — Luckey Piatt Co., Poughkeepsie— Luckey's Treasure Time WBOK Honorable Mention — J. A. Kirven Co., Columbus, Ga.— Kitty Kay WRBL Honorable Mention — Betty I-ee, Warren, Pa. — Betty Lee Fashion Show of the Air WHAE Honorable Mention — The John Bressmer Co., Springfield, 111. — Memorable Music WTAX Honorable Mention — Brody's, Clearfield, Pa.— What's New Today WCPA Honorable Mention — Abrahamson-Bigelow Co., Jamestown, N. Y. — Bigelow's 4191 Club WJTN * * * Stores Winning Awards for Programs Beamed to a Teen-Age Audience OVER $15 MILLION VOLUME GROUP STORES First Prize — J. L. Brandeis & Sons, Omaha — Brandeis Campus Cavalcade KFAB 187 pinking shears sold as result of three commercials. (C) Complete stock of 500 dozen roses sold in one day after radio promotion. (D) Two radio programs devoted to vacuum cleaner promotion sold 27 units and department had 28.7% increase over previous year's promotion in the same period. (E) Slogans have become common knowledge; Sears' major brands are regularly identified by people interviewed. (F) Crowds in front of store attracted by broadcasts; many out-of-town shoppers attracted by program; traffic into store also, with at least 10 people a day entering store to hear their voices. Suburban Stores Marshall Field needed radio to promote its suburban stores, special events in advance, and the record departments of its Evanston and Chicago stores. It chose Masterpieces of Music program, aired on WNMP Evanston Monday-through-Saturday, 2-3 p.m., and Sunday 12:30-1:30 p.m. Commercials stress "unhurried shopping" and other customer ben Second Prize — John Shillito Co., Cincinnati— Junior Town Meeting WSAI $5 MILLION TO $15 MILLION VOLUME GROUP STORES First Prize — Zion Co-op. Mercantile Inst., Salt Lake City — Tossed Solids KUTA Second Prize — Pomeroy's Inc.. Reading, Pa. — Be-Teen Jamboree WHUM UP TO $5 MILLION VOLUME GROUP STORES Honorable Mention — Fowler, Dick & Walker Inc., Binghamton, N. Y. — Hi-School Revue WKOP Honorable Mention — J. A. Kirven Co., Columbus, Ga.— Hi Times WRBL Honorable Mention — The Gorton Co., Elmira, N. Y. — Junior Round Table of the Air WELM * * * Stores Winning Awards for Programs Beamed to a Children's Audience ^ Grand Award — Lit Bros., Philadelphia — Lit Bros. Magic Lady Supper Club WFIL OVER $15 MILLION VOLUME GROUP STORES First Prize — Lit Bros., Philadelphia — Lit Bros. Magic Lady Supper Club WFIL Second Prize — Miller & Rhoads, Richmond— Miller & Rhoads Story Book Lady WRNL Third Prize — Sage-Allen, Hartford — Kiddie Corner WCCC $5 MILLION TO $15 MILLION VOLUME GROUP STORES First Prize — Zion Co-op. Mercantile Inst., Salt Lake City— The Land of Make Believe KSL UP TO $5 MILLION VOLUME GROUP STORES First Prize — Benjamin's, Salisbury, Md., —Pigtail Club on the Air WBOC Stores Winning Awards for Programs Beamed to Men's Audience $5 TO $15 MILLION VOLUME GROUP STORES First Prize — Zion Co-op. Mercantile Inst., Salt Lake City— ZCMI Breakfast Edition of the News KDYL Second Prize — Pomeroy's Inc., Reading, Pa. — Pomeroy's Newscast WRAW Note: Jury of judges for NRDGA Retail Radio Program Contest are: Prof. Isabel Wingate, School of Retailing, NYU., Frank Silvernail, chief timebuyer, BBDO; Oscar Katz, director of research, CBS; Norman Glenn, editor, Sponsor: Victor Ratner, v.p. and publicity director, Macy's; James M. Gaines, director, O & O stations, NBC. ) SPARTANBURG MORE FOR YOUR DOLLAR WITH WORD in Spartanburg See TAYLOR-BORROFF WDYX-FM -WORD ABC SERVING THE HEART OF THE 12,000 WATTS OP DUPLICATION SPARTANBURG PIEDMONT CAROLINAS NRDGA 1949 Awards (Continued from page 15) Page 40 • January 16, 1950 BROADCASTING • Telecasting