Radio showmanship (Sept 1940-May 1941)

Record Details:

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Station: KQV, Pittsburgh, Pa. Power: 1,000 watts. Population: 665,384 (1940). COMMENT: Simple as this program may be to put into effect, it is based on a complex reasoning, which, however, is very sound. Sponsor had two groups to deal with. He first sought a large and loyal audience — the juveniles. The problem was then to convert this large audience into large sales returns. Sponsor therefore appealed to the buying group, the adults, through his juvenile following, by his free offer — yours for the mentioning of the Kris and Kringle program. Subsequent success is all the more remarkable because it was necessary to overcome the handicap of out-of-loop location. Drug Stores 4k Lk Ralph Powers THE WFBRREAD'S TOY SCOUT PARADE Last Christmas 40,000 toys filed in steady parade into Baltimore's Read Drug stores. The promotion dates back to 1937, when popular emcee Ralph Powers aired a plea for toys, old and new, for Yuletide distribution to poor children. Public organization cooperation was enlisted : Good Will Industries collected, repaired the toys; Police Department distributed them. Last year a new tie-up was ventured. Large receptacles were placed in Read Drug Company's 45 stores (only drug chain in Baltimore.) Powers asked listeners to bring their toys to any Read drug store. Each time the plea went forth, Powers made the suggestion that listeners who had no old toys should purchase one at Read's for deposit in the Christmas box. The same arrangement with Good Will Industries for reconditioning old toys held. To emphasize air campaign, Read set up displays in the drug stores, windows and boosted campaign in their newspaper advertising. To draw juvenile response, toy Scout buttons bearing Read's name were distributed to those contributing toys. Sponsor found that badges encouraged children to join the parade. AIR FAX: Powers emcees a morning variety show, consisting of popular recordings and news. His popularity in the Baltimore area is well-established. Sponsor takes spot on WFBR participation show, in addition to some 15 weekly spot announcements. At every opportune moment on his three-hour show, Powers boosted the Toy Scout Parade. Broadcast Term: December 4-18. Broadcast Schedule: Monday thru Saturday, 6:30 9:30 A.M. Followed By: Every Woman's Hour. Competition: Around Breakfast Table, Shopping News. Sponsor: Read Drug Co. Station: WFBR, Baltimore, Md. Power: 5,000 watts. Population: 854,144 (1940). COMMENT: Gains are great for the sponsor of such a campaign. Additional traffic runs into the thousands; there is an overhaul of toy stock; and perhaps greatest of all, is the good will dollars and cents can't measure. YOURS for the asking address radio showmanship 11th at Glenwood, Minneapolis, Minn. SAMPLE SCRIPTS AVAILABLE Automobiles — Mr. Yes and No (see Sept. issue, p. 32). Beverages — Gaslights and Bustles (see Oct. issue, pp. 73, 74). Dairy Products — Young American's Club (see p. 110). Department Stores — Hardytime (see Sept. issue, p. 35). Electric Appliances — Prof -it (see Sept. issue, p. 28; Oct. issue, p. 65). Flowers — An Orchid to You (see Sept. issue, p. 35). Gasoline — Home Town Editor (see Oct. issue, pp. 73, 74). Groceries — The Carnival of Fun (see Sept. issue, p. 27). Groceries — Food Stamp Quiz (see Sept. issue, p. 33). Groceries — Imperial Interlude. This musical show on Oklahoma City's station KOMA features "Imperial Serenades," starring songstress Ann Bond. Selling IMPERIAL SUGAR COMPANY, the show was accompanied at outset by grocer bombardment of placards, program bulletins, letters, cards. Groceries (Wholesale) — Market Melodies (see Oct. issue, pp. 73, 74). Groceries (Wholesale) — Women's News Reel of the Air (see Oct. issue, p. 63). Men's Wear — Juster's Styles for Men (see Sept. issue, p. 8). Women's Wear — Melodies and Fashions (seep. 112). SAMPLE TRANSCRIPTIONS Automobiles — Ray Daughters Health Club (see Sept. issue, p. 35). Beverages — Secret Agent K-7 (see Sept. issue, p. 35). Department Stores — Adventures in Christmastree Grove (see p. 98). Department Stores — Pinocchio (see Sept. issue, p. 11). Groceries — Betty and Bob (see Oct. issue, p. 53). Sustaining — Tonight's Best Story (see Oct. issue, pp. 73, 74). NOVEMBER, 1940 107