Radio showmanship (Jan-Dec 1941)

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last August over what kind of Christmas show to prepare for release to local advertisers in December, he thought of the Koralites. Under the masterly direction of Jack Wilshire, the Koralites created for Mr. Goodman a series of Christmas shows, each distinguished for its precision and harmony, with an obvious attraction for kids and a subtle but equally strong attraction for adults. In many ways, the production had captured the same universal appeal of the Walt Disney cartoons. Streamlined Fairy Tales is a modern version of the old, well-known fairy tales — in other words, they are streamlined! Some of the fairy tales: The Lion and the Mouse, Cinderella, Little Red Riding Hood, Jack and the Beanstalk, Three Little Pigs, Boy Who Called Wolf, etc. In addition, well-known screen and radio personalities are impersonated — W. C. Fields, Kay Kayser, Baby Snooks, Joe Penner, Greta Garbo. > ^^ _ Last fall, we made 3.\, \\^^ contract for the fifteen \ /^n \> programs to be broadcast over two Baltimore stations between Thanksgiving and Christmas. We broadcast on one station Monday, Wednesday, and Friday and repeated the programs on the other station Tuesday, Thursday, and Saturday. About three weeks after we started broadcasting this program, we conducted a test to see whether this series should be continued, a test that proved the popularity of the programs. In a plain, straightforward manner, we asked the public if they wanted the series continued. The response was spontaneous, even though no offer was made to those writing letters. We received a large number of letters from mothers congratulating us on the type of program we were using. We then made our decision to extend our contract for fifteen more programs. At the expiration of that period, we contracted again for thirty more, or a total of sixty in all. We are now in the middle of this last series and hope that it will be continued indefinitely. Like all radio programs, no matter how expensively produced, or impressively presented, the worth and pulling power of Streamlined Fairy Tales is reflected in the merchandising behind the show. For years, our little girl "Honey" has appeared on our bread wrappers, on our trucks, on street car advertising, and in all other Known as "Jonesey" to everyone in the baking trade, sales and advertising manager Carroll Jones, has guided successfully the Koester course for the past 15 years. Came into the business via street car ad selling for Barron G. Collier. Modest, forty-ish, bespectacled, Jones is easy to meet and always willing to listen. He makes quick decisions — and he's usually right. Proof demonstrated in the fact that Koester's today outsell all their competitors combined in the Baltimore area — and the competition is stiff! advertising we have used. Streamlined Fairy Tales served as an ideal medium for bringing her to life. She is impersonated by a professional actress and opens and closes each program. Radio has done its job well. There seems to be a new and much more personal interest in our little girl than ever before. This I can only attribute to this radio program. Streamlined Fairy Tales, for our trademark has been used in other forms of advertising for many years. The fact that we have just renewed for the third time is proof, too, of how we feel about the entire promotion. Streamlined Fairy Tales epitomizes the best in children's programs. With it, you are immediately assured of the acceptance and cooperation of schools, parents, and children's organizations in your city. It's one of the few programs that talks to children without going behind the parent's back. The grownups have expressed themselves as being just as enthusiastic and entertained as the kiddies, and that's something that's difficult to find — a program that is highly acceptable and good listening for all kids six to sixty! MARC H ■ AP R I L, 194 1 91