Radio showmanship (Sept 1940-May 1941)

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THE READERS WRITE (Continued from page 84) BOUQUETS Sirs: Your refreshing publication has just reached my desk. Congratulations on a fine job well done. Harold Kaye Radio Director Azrael Advertising Agency Baltimore, Md. MORE BOUQUETS Sirs: I have just finished absorbing every word of your publication. I think it is the finest magazine of its character I have had the privilege to read, especially for those interested in the radio channels of the advertising business. Please accept my heartiest congratulations and sincere best wishes for continued success. Henry J. Halam Account Executive Seidel Advertising Agency Washington, D. C. TO COLLEGE Sirs: To me it seems that you've got a real idea and that magazine is full of meat. The publication will be most useful to me in my classes in radio writing. Mitchell V. Charnley Professor of Journalism University of Minnesota Minneapolis, Minn. SCOPE-WIDENER Sirs: I enjoyed reading Radio Showmanship very much and believe it will aid considerably in widening the scope of radio promotion. WlLLARD KOHEN XT xr Austin Advertising Agency New York, N. Y. NOVEMBER, 1 940 CLOTHIER APPLAUDS Sirs: I want to congratulate you on Radio Showmanship. It's swell. I read a number of the articles in it the other night, and all I can say is that I'll be looking forward to seeing the next copy. E. R. Richer Advertising Director Hart Schaffner & Marx Chicago, 111. MILK SALES THRU THE AIR (Continued from page 88) Six months after the original Twins Theatre Party, a similar affair was again sponsored. This time, a contest to select the oldest and youngest set of twins was arranged. Total attendance at the party was 132 guests. The oldest pair of twins was 60 years of age, the youngest, 2 months. When one of the Netherland (radio skit) Twins was injured in an accident, he received 180 letters and cards from listeners during a brief hospital stay. When an appeal for used books for shut-ins was made at Christmas time, more than 3,000 books were sent. And when, recently, a photograph of the announcer and the Netherland Twins was offered, over 1,000 requests were filled at Station WFBL in a little over a week. The story of Mother's Morning Meeting is still being written in increased sales and in growing good will among central New York mothers. Looking back now at the plans, preparations and promotion that went into the program, it all seems logical. It could have happened to any dairy. It still can! THE SHOP THAT RADIO BUILT (Continued from page 97) still getting results. And we're going to continue a practice that has proved itself so completely. Eleven years at an average of $15,000 makes a total radio expenditure of $165,000. That expenditure has been repaid by increased business and a continuous healthy growth. If I were to epitomize what an advertiser should look for before putting his money into radio, I'd say: 1. Select a program that will fit the audience you want to reach. This can only be done by first analyzing the type of customers you are now serving. 2. Once you've started, keep it up. Buy as much as your budget will stand and stay with it. 3. Create a sales message embodying all of the factors you want to get across to your listeners and stick to it. 117