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Having obtained a serial which answers his requirements, Mr. Advertiser procedes to lure young audiences with bait. Every experienced writer knows his manuscript must include what is knowTn in the trade as the "merchandising tie-up." This, in plain English, is any plan which will bring box-tops, labels or wrappers to the radio studios in exchange for some prize. Secret codes, club memberships, pins, badges and other gadgets are available for the nice little boy who will nag his mother into purchasing the required number of loaves of bread, boxes of cereal or cans of food drink. Until the listening habit is well-established, the sponsor does not risk having the program stand or fall on its own merits.
The remedy for the situation is clear, since this device is employed to a greater extent on bad programs than on good ones. The latter do not require this questionable practice to win goodwill and the former should not be encouraged in this way. If women, the buyers of the family, will refuse to be exploited through their children and will not permit them to send away for the prizes offered, an appraisal of programs on the late afternoon hours next year may tell a different story.
Twisting the Dial — News and Comment
Ralston's would be delighted, no doubt, to know that in the Borough of Queens, New York City, a few weeks ago boys were canvassing from house to house for package tops. The idea, it seems, was for several to pool their spoils to see if the result of this united effort would not win a hundred dollar check for "the gang." We'd love to know if one of the Tom Mix checks went to Jackson Heights. Won't someone tell us ?
Our idea of nothing at all in stunt programs is the Bock Goat Beauty Contest which was described on CBS. The silly season in radio has begun.
Someone whose musical judgment we respect very highly tells us that the Seven G's, heard on the Phil Baker program is the finest vocal ensemble on the air. Too bad they are not given more to do during the half hour.
The women of Oklahoma City want to know why "The Singing Lady" is not heard over their stations although "impossible programs" broadcast from New York and Chicago are. What should we tell them, Kellogg's ?
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