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atinee
Increase Prestige, Says D.'s Advertising Manager
advertising only three years ago, we have uncovered new merchandising possibilities each year. This last October, we were more determined than ever to obtain the best possible results from the medium. We wanted something timely, and something that performed a real public service. Many ideas were formulated and discarded before we hit upon Military Matinee.
Parenthetically, I should like to point out that we don't pull our punches during the slack season of the wintertime months. Since our plant has all it can do to tmn out ice cream to supply the demand during the summer months, we slack up on our campaign during that season, and during the busy months use only a series of daily announcements of an institutional nature. When Old Man Winter hits, we turn on the steam.
This year, it is Military Matinee, a public service type of program using the same half-hour period on Sunday afternoon which we have used each of the three previous seasons over WFBR.
The program itself consists of a hostess, an emcee and a full 14-piece orchestra. The big feature of the show is a spot for interviews with two or three
of the men in uniform gathered in the studio.
A blanket invitation is extended to all service men who care to attend a studio broadcast. From the turn-out for each broadcast, we know we don't need any special inducement to get the soldier, boys to come to the show, but we have made it a practice to invite every man in the studio who comes in uniform to stop with a friend at any one of the 27 Arundel stores for a generous portion of Arundel Ice Cream.
And since there are so many soldiers, sailors and marines on week-end leave in Baltimore who are strangers to the city, we have also formed the Arundel Home Guard Club. There are two ways by which listeners may become members: (1) free entry blanks are available at all our stores, and those who want to do something for the nation's boys may tell in advance what it is they want to do, and (2) we invite studio calls from those who want to do something for the men interviewed on each particular program.
And are the citizens of Baltimore anxious to do their part! The telephone number of WFBR is repeatedly given out over the air in the course of a broadcast, and a special operator takes the calls of people interested in aiding the man in uniform. Before the program is off the air, there are hundreds of calls. Soldiers are invited to dinners, dances and parties. Others volunteer to knit socks, make candy and write letters. The Home Guard is on the alert every minlUe of the day!
Since the start of our radio experience three years ago, we have added four new locations. Certainly such shows as Military Matinee have played a very important part in that expansion.
Back in 1938, our plans for radio as a
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pFEBRUARY, 1942
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