Radio and television mirror (July-Dec 1948)

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HAIR MAY GET LONGER HELPS PREVENT Brittle Ends Breaking Off When SCALP and HAIR conditions are normal and dry, brittle, breaking-ofE hair can be retarded, it has a chanceto Ert longer and much more beautiful. Make eaBy 7 day TEST! Tho Juel«no System is not a hair restorative SEND NO MONEY!— Fully Guaranteed jHgt try the JUELENE SYSTEM for 7 days. Then let your mirror PROVE the thri llntr rcanlts. JUELENE comes in 2 forma Q Pomade n Liquid. SEND FOR IT TODAYI C. O. D. $1.00 pluu Government charges. It fa fully uouranteed. Money back If you are not delighted. Write Nowl JUELCO.,4727H.D«m.n.D.pt. G610, Chicago 29, IIL two years until, in 1940, he handed me one of the happiest surprises I have ever had. I was just about in despair about new angles for him when one of the biggest things that ever happened in show business turned up. It started on a night just like any other night when Sammy was playing one of his many return engagements at the Commodore Hotel. One of the dancers, fascinated by Sammy's technique, had been hovering in front of the bandstand all evening going around and around in a little circle, never taking his eyes off the baton. Finally he caught Sammy's eye. Sammy grinned. "You seem to like it," he said. "I'd give anything in the world if I could lead that band just once," the boy answered. Sammy knew exactly how he felt. He had felt that way himself about good bands before he got his own. Sammy loves to do things for people. He could not resist giving the boy a thrill. On impulse he said, "I'll make a deal with you. You can lead the band if you'll let me have a dance with your girl." The boy and girl were both tickled to death. While Sammy swung off around the floor with her, the boy took the baton and gave a firm downbeat. The band entered into the spirit of the thing and gave him all they had. He was in heaven. He made the band go fast. He made it go slow. He stopped it for one whole beat. He started it again. His face was something to see. The other dancers crowded around the bandstand, almost as pleased as he was. Everybody in the world seems to have a secret longing to lead a band. It gave everyone a feeling of excitement to see the wish come true for someone right before their eyes. Sammy is never slow when a good idea comes along. "Maybe this is the gimmick we have been looking for," he said. And that is the way "So You Want to Lead a Band" started. Since then, over 50,000 people have taken over Sammy's baton and the stunt has grown to be one of the greatest entertainment features ever invented as well as one of the greatest gimmicks a press agent could hope for. Let me tell you what a gimmick is in publicity and what it means to a press agent. As a matter of fact, let me tell you what a press agent is. The profession of publicity seems to be shrouded in mystery to most people. I am forever hearing, "You have a soft life!" When I ask why it seems soft the answer usually is, "Spending all your life in night-clubs and shows and traveling with famous people— that is really soft." It would be, indeed, except that nothing could be farther from the fact. A press agent spends most of his time in his office at his typewriter and his telephone, hard at work performing as definite a business service for a star as does a manager or an agent. He works all day and frequently all night when news is breaking trying to keep his client's name before the public. He has to have legitimate news to accomplish this. The day has long since passed when you can get space with a phony jewel robbery. A real news story always rates space, like the announcement that Sammy Kaye was to replace Perry Como and Jo Stafford on the Chesterfield Supper Club starting June 7. As soon as the deal was made, I gave the story to all of the newspapers, trade papers, wire services, columnists, mag. azines with radio and record departments, complete with such facts as that the show is heard Monday through Friday over NBC stations at 7 p.m. EDT. This announcement went by telegram to some publications, by mail to others, which meant a big job of mimeographing and mailing because about 400 editors must be notified all on the same date. There is no trouble about getting a news story like that in print, but from then on, the press agent has to think up what is called "angle" stories. That is where the gimmick is so useful. The basic idea of "So You Want to Lead a Band" is an ideal gimmick because it involves people, wish fulfilment and Sammy at the same time in stories of intense human interest. If a mayor leads a band it is news. If a grandmother or a little boy or the mother of nine children leads the band it is a success story to a lot of other grandmothers, little boys and married women. It is a press agent's dream of heaven. Don't for a minute get the idea that publicity can make a feature like "So You Want to Lead a Band" a success. It is the other way around. A great show like that offers the press agent opportunities to make publicity a success, and his job is to see that pictures are made and stories written and delivered to editors. Through this, he can get space for his client, but the show has to be there to start with before a YOU'RE INVITED TO A WEDDING LISTEN Every Monday thru Friday to "BRIDE & GROOM" Over All Stations of the American Broadcasting Co. Every day — Monday thru Friday — you're an important guest at a very important wedding. You're in on the excitement, the thrills, the romance of a brand new bride and groom. And your host for the big day is genial John Nelson, m.c. of the "Bride and Groom" program. Share this delightful half hour with him every day. READ "My True Romance" by John Nelson in the August issue of TRUE ROMANCE magazine . . . the true story of his own courtship and marriage.