Radio showmanship (Sept 1940-May 1941)

Groceries FOOD STAMP QUIZ The government's two year old Food Stamp Plan rolls merrily on its way. Throughout the country, more and more WPA workers and other lower-income groups *are being deluged with the orange and blue surplus commodity stamps and their new counterpart, the green and brown cotton stamps. Wide-awake merchants have been quick to capitalize on the new "cash" customers that Washington has created. The battle for stamps is the merchandising news of 1940. Thus far, every eligible store has put into action all the advertising weapons at its command. Radio has more than held its own. Outstanding example is Tacoma's 20th Century Food Stores' Food Stamp Quiz. Introduced for a thirteen-week stretch, the Quiz consisted of questions about the Food Stamp Plan answered officially by the local officers of the government's surplus commodity department. Two announcers handled the actual miking — one asking, the other answering. Commercials were built entirely around special surplus merchandise purchasable under the plan. Special posters were displayed at each of the 20th Century's thirteen outlets, and questions used on the programs were put in mimeographed form and made available on the counters. The station cooperated with spot announcements (2 or 3 a day) asking the general public to submit inquiries about the plan. Strictly a good will service program, the Food Stamp Quiz won the blue ribbon in the Tacoma Ad Club's annual advertising contest for general advertising, sent 20th Century's Food Stamp sales booming. AIR FAX: Broadcast Schedule: M-W-F, 8:15-8:20 A.M. Broadcast Period: 13 weeks. Preceded By: MBS Breakfast Club. Followed By: MBS News. Competition: Dramatic Serials. Sponsor: 20th Century Food Stores. Station: KMO, Tacoma, Washington. Population: 106,817. COMMENT: Many merchants have debated the feasibility of concentrating all their guns on an income group that at best supplies little more than 15% of their total volume. As a permanent policy, a special program for Food Stamp holders would, no doubt, prove a boomerang, but for a short period its value is limitless, bringing the store (that does concentrate on this new business) a much greater share of the total volume than it would normally obtain. SAMPLE SCRIPT AVAILABLE. Men's Wear QUESTION WHEEL "Round and round it goes — where it stops nobody knows." Ever since history began, man has been fascinated by the roll of the wheel. Bicycle inventor William K. Clarkson, the famed Monte Carlo casino, and radio character Major Bowes have all been helped to success with each of its spins. The antics of the wheel (any wheel) are worth recording because of the interest they always attract. In downtown Oakland, a huge 7-foot Question Wheel has been holding up traffic outside of MoneyBack Smith's men's wear store every morning since April 22. It's Smith's first venture in radio, and their program differs little from the usual man-on-the-street quiz but for the wheel! Passers-by are invited to spin the wheel in order to determine the question they must answer. That the program has listeners as well as visual audience is indicated by a Hooper survey rating of 5%. This ranks well up with most morning programs. AIR FAX: Prizes are awarded to both the passers-by interviewed and listeners who donate quiz questions. Broadcast Schedule: 11:00-11:15 A.M. Except Sunday. Preceded By: Theater Ballroom (musical). Followed By: Your Shot*. Competition: Society Girl; Mary Marlin (dramatic serials). Sponsor: Money-Back Smith — old, established Oakland men's wear store. Station: KROW, Oakland, California. Power: 1,000 watts. Population: 284,063. COMMENT: Time was when any microphone could lure a crowd. But today, sophisticated pedestrians need an extra something to make them stop and listen. Hence the Question Wheel! (See Showmanscoops Page 28). Real Estate 24 MINUTES FROM BROADWAY Interesting always is the story of the unusual sponsor who is the first to introduce radio into his field, the first to make it an integral part of his merchandising plan. About a year ago, sub-division developers E. B. Field, Inc., desiring to stimulate attention to their new model homes, turned to a short radio campaign. They began a series of personal interview quizzes broadcast by remote control directly from the scene of the development. Awards for best answers were given every day. Program is credited, according to sponsor and agency, with the sale of several homes, due to increased attendance at the project. Very appropriate is the catchy title. To reach E. B. Field's sub-division by auto takes just SEPTEMBER, 1940 33