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November 1944
5
STATIONS USE MERCHANDISING INGENUITY TO PROMOTE BROADCASTS
NEW YORK.— Reports already on file at Radio City give conclusive proof that NBC’s affiliated stations began to make wide and productive use of the 1944-45 Parade of Stars material as soon as the colorful Bandboxes reached their destinations early in September.
Daily since then, additional evidence of usage in the form of special on-the-air programs, photographs of displays, samples of newspaper ads and copies of house organs, has been arriving in mounting volume on the desk of Carl Watson, of the NBC stations department.
During the month of September alone, the only period available for analysis at the time The Transmitter went to press, reports from stations reached an impressive volume. In that time, many stations had been heard from. They submitted:
Proofs of hundreds of advertisements which had appeared in a big list of different newspapers.
An impressive total of publicity articles from many papers.
Reports of station breaks promoting and 1 -minute announcements mentioning all programs.
Photographs of elaborate window and lobby displays.
Valuable promotion pieces in the form of front-page displays on program folders.
Station house organs devoted entirely or in large part to the Parade of Stars.
Many stations have reported special broadcasts, live and transcribed, of 5 to 30 minutes duration using material assembled from the transcriptions and scripts in the Parade of Stars Bandbox.
The following affiliates have filed copies of their house organs in which substantial space and prominence were given to the Parade: WGBF (“Listen”), WHO (“What Goes on at WHO”), WLW (special drug and grocery editions of “Buy Way”) . WMAQ ( “The Q from WMAQ”) , WBAL (“Business in Baltimore”) , WMBG (“Transmitter”), KVOA (“News”), WOW (“News Tower”), and KOB (“On the Air”) .
Some affiliates lost no time in taking full advantage of the promotion. WSAM, Saginaw, Michigan, adopted the Parade of Stars campaign as the main point of interest in the station’s display at the Saginaw County Fair.
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NBC artists in informal poses are pin-up subjects in Omaha as ir OH joins actively in promoting the 1944-45 Parade of Stars. This eye-catching display was seen by a great
number of Nebraskans.
Terre Haute learns about its radio favorites through easels erected by H BOH .
KOA, Denver, utilizes space in its elevator to display NBC News Features