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read Sales Thru the Air
By CARROLL JDNES, Sales and Ad Manager of Baltimore's Koester Bakery, Who Salutes "Streamlined Fairy Tales"
Rim km her all the excitement that was aroused years ago when the theaters announced that "Garbo Talks"?
Well, that will give you just an inkling of the commotion we caused recently when we rook a full page in the Baltimore News-Post to announce that "Honey" talks.
We believe "I looey" is as well-known to Baltimore housewives ;is Garbo ever was. Her picture appears in thousands of Baltimore homes daily, in the street car cards, on hillhoards, and now she is heard on the radio.
You see, "Honey" is our trade-mark, and through the years, ;ts her popularity increased, so increased the sales of Koester Bread. Today, 52-year-old Koester Bakery is one <>t
tin largest independent bakeries in the United
States.
But lots of thing! happened before "Honey" talked. We wanted something different in
radio programs, lomething that would tie up effectively uith oui trade mark, yti have
(line entertainment value.
We examined hundreds of show ideas, finally hit upon an unusual transcribed series, Streamlined Fairy Tales.
The series is unlike most programs designed for children, because it has the extra appeal of being equally as interesting to adults. From the title of the show, you can get an idea of its contents, but not its production. Featured in the series are six of the most unusual youngsters in radio, the Keratites.
Last year, the Koralitcs introduced ehoral spKikiiut on the air in a program series for NBC. Their six perfectly matched voices blend poetr] and prose into a distinctive pattern that iiives each utterance lite and action. Stalled on the Columbia Workshop and Hobby Lobby, featured in radio programs with Charles Laughton and Burgess Meredith, the Kor elites t as was readilj recognize] Were reallj something new in radio.
Winn rotund, energetic, radio produce 1 1. n i \ S. Goodman was wrinkling his broi
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RADIO SHOWMANSHI