Radio showmanship (Sept 1940-May 1941)

Department Store TELEPHONE QUIZ Success story: On one of its Telephone Quiz programs, sponsor Earl Groth & Co. promoted heavily a sale on towels for the following day. Pandemonium broke loose the next morning when Fort Wayne (Ind.) housewives sardined into the department, very nearly cleaned it out, rang up for this department its biggest sale day in the history of the store. Efficient sponsor conducts regular store meetings, which include important discussions about the program and the commercial copy for each individual show. Clerks are directed to remember the product plugged on each program, emphasize these products, if possible, in any casual consumer conversations, regardless of their own department. AIR FAX: Each Wednesday, Friday night during the program, the announcer invites anyone to call in; he answers the telephone on the air, asks a typical quiz question. For every correct answer, a merchandise prize is awarded. Capable emcee connects some 10 to 15 calls per quarter hour. First Broadcast: December 11, 1940. Broadcast Schedule: Wednesday, Friday, 8:00-8:15 P.M. Preceded By: Information, Please (NBC Red). Followed By: Basketball. Competition: Gang Busters. Sponsor: Earl Groth 8C Co. Station: WGL, Fort Wayne, Ind. Power: 250 watts. Population: 117,246. Agency: Louis E. Wade, Inc. COMMENT: Many time buyers, new to radio, expect the program to do it all. Their attitude: "All right, I'm buying time. Now show me what it can do for me." Cooperative attitude like sponsor Groth's oftentimes means the difference between failure and results. Sponsor should get his entire staff behind the program, make them aware of every program promotion. Drug Products PONY EXPRESS ROUNDUP Flexible unit on station KFEQ is this three-year-old variety show varying in length according to the number of products sponsor CONSOLIDATED Dr\ (, Trade Products Co. is promoting. Originated as a half hour show, it now fills the daily hour between three and four in the afternoon. Saltl st mi I: Each product has its own premium. Present give-awayi in return for box tops: PERI MA, -i Bible Story Hook ; KoLOl BAK, ;i dictionary; F. A. STUART Ink iiis, i -old crotl and chain; Kblpamalt, I libera] lample to everyone sending in a post ■ aid requesting the product. Here's what the mail man brought the past three months: Nov. Dec. Jan. F. A. Stuart Co. 771 1324 1260 Kelpamalt 562 1600 1296 Peruna 337 956 1123 Kolor Bak 41 74 108 AIR FAX: Variety is the policy. Music prances from hillbilly to classical, includes popular, instrumental, vocal. Entire KFEQ staff of 12 entertainers is rounded up, oblige with musical requests, anniversary and birthday announcements, friendly humor. KFEQ program manager Harry Packard is in the driver's seat of the pony express. Broadcast Schedule: Monday thru Saturday, 3:004:00 P.M. Preceded By: Minor Clites. Followed By: Donna Lee. Sponsor: Consolidated Drug Trade Products Co., Chicago, III. (makers of Peruna, F. A. Stuart Tablets, Kelpamalt, Kolor Bak). Station: KFEQ, St. Joseph, Mo. Power: 2,500 watts. Population: 88,908. Agency: Benson &i Dall. Inc., Chicago, III. COMMENT: Important point to remember when dealing in premiums is to pick the premium with appeal for the audience you want to reach. For successful give-aways, study your location, your entertainment, your product. It's difficult to draw conclusions from Consolidated Drugs' results on their various premiums. Most interesting and certainly most effective is their attempt to sample Kelpamalt by mail. Men's and Women's Wear PIN PATTER January 19, 1941 sponsor Graff's, Inc. launched a bowling program on New Orleans station WWL. One month later, they viewed with eye-blinking delight a 23% sales swell. Furthermore, bowling alley proprietors showed their gratitude by dropping sale of bowling shoes, similar equipment, referring fans to Graff's. Indicative of audience scope is the influx into Graff's of bowling addicts. Approximately 400 of the 800 bowling league members have called at the store. Apt promotion : Enclosed in all mail leaving Graff's are mail pieces in the shape of bowling balls, trumpeting Pin Potter. AIR FAX: Bowling expert Al Godwin delivers a brief editorial, announces the past week's honor roll of outstanding bowlers, interviews a big-name bowler. Consistent sponsor sends Godwin to all strategic bowling meets. From the Southern Rowling Congress in Nashville (Tenn.) Godwin reported to home fans by direct line. In April he'll make a bowling pilgrimage to St. Paul (Minn.) with the New Orleans to.im for firsthand information on the American Bowling Congress convening there. First Broadcast: January 19. 1941. Broadtail Schrdulc: Sunday. 12:15-12:30 noon. I'nu-dfd By: Mass from Holy Name Church. Followed By: News. ( 'innpi-titittn: Vast Family (NBC Musical group). 114 RADIO SHOWMANSHIP