Radio showmanship (Jan-Dec 1941)

Record Details:

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nessmen in the building trades who undertake a radio project as elaborate and spectacular as the Homers at Home. Essential for the program's success is finding a married couple who will buy the home that you and other sponsoring firms will build. In Bangor, the Bangor Loan and Building Association not only furnished a tip on who was about to build a home, but helped sponsor the show as well. The fact that the owner will receive his home at the cost of the building materials makes selling relatively easy. It is very important that the show receive considerable advance promotion. All of the sponsors' trucks should carry banners, and their show windows should tie in with the promotion. Both newspaper advertisements and spot announcements should be used for at least two weeks before the initial broadcast. An elaborate display should be constructed at the site of the house, calling attention to the radio program. In order to test mail response, house plans can be offered to those writing in. This giveaway worked very successfully in Bangor. AIR FAX: The dramatic serial was written and produced by Maurice W. Dolbier, performed by the WABI players. Broadcast Schedule: Thursday, 7:00-7:30 P.M., for 1 1 weeks. Sponsors: (Lumber) William B. Lewis Co.; (Plumbing, Heating, Roofing, Building Materials, Paint, Wallpaper) R. B. Dunning Co.; (Builder) Almon B. Stewart; (Builder's Hardware) Haynes and Chalmers Co.; (Furniture) Bangor Furniture Co.; (Electricity) C. H. Bobb and Co., using Hotpoint electrical appliances; (Modernization Loans) Eastern Trust and Banking Co.; (Home Building Loans) Bangor Loan 8C Building Association. SAMPLE SCRIPT AVAILABLE COMMENT: It takes daring to plan a program as elaborate as this; it takes work to carry it out; it takes show7nanship to put it across. A Ghost of an Idea may be the beginning of a successful sales campaign. In this issue there is a collection of some of the best tried and tested program promotions being used in the country today. One of them may be adaptable to YOUR business. We will be glad to furnish more detailed information on any of the programs listed. 64 SHOWMANSHIP IN ACTION Those extra promotions and merchandising stunts that lift a program out of the ordinary. Automobiles SKY REPORTER In the December issue, Radio Showmanship reviewed Sky Reporter, p. 153, and sponsor Walter Irvin, Inc's. comment, p. 150. Considerable interest has been created by the program, because it is the first regular day in and day out interview program on any transcontinental air line. — Ed Just concluded was a letter-writing contest with listeners asked to write their opinions of the program. Prizes: $16.50 spotlight, five dollars in cash, TWA Stratoliner ash tray. Current contest: "Why I Like the FoRD or Mercury Ride Best." Twelve prizes will be awarded, the first prize, $35 in trade at any men's or women's store in Amarillo (Tex.) AIR FAX: Each afternoon at 5:35, Sky Reporter Earl R. Strandberg, mike in hand, greets alighting notables. The transcribed program is aired the same evening. Other current contest prizes: ^20. 00 in trade at any jewelry store in town, ^15.00 worth of drug store supplies, ^10.00 worth of food, $5.00 worth of tnerchandise from store of winner's choice sixth to twelfth prizes, two and one dollars each. Prominent past interviewees: James Stewart, Orson Welles, Ray Milland, Mary Pickford, Don Wilson Rochester, Gene Autry, Richard Arlen, Horace Heidt, Lew Holtz, Henry Armstrong, Caesar Romero. First Broadcast: November 1, 1939. Broadcast Schedule: Daily, 8:00-8:15 P.M. Followed By: News. Competition: Walter Winchell (NBC); Ford Sunday Hour (CBS). Sponsor: Walter Irvin, Inc. (Ford, Mercury, Lincoln Zephyr distributor). Station: KFDA, Amarillo, Tex. Power: 250 watts. Population: 43,132. Agency: McCann-Erickson. SAMPLE COMMERCIALS AVAILABLE COMMENT: Not content to bask in the glory of a successful program idea, alert sponsor Walter Irvin, Inc. merchandises the Sky Reporter to the hilt with his series of contests. In using contests, it is suggested that they be extremely simple so that anyone can enter and have a fairly good chance of winning. It is important that the contest be promoted for at RADIO SHOWM ANSH IP .