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performance follows standard quiz show patterns, but we had to make many adaptations to meet our specific problems. It was a real challenge to work up a show in which everyone in the theatre and in the radio audience was able to participate.
As the initial participation, we place our Squire on the stage, and announcers in each of the aisles present questions to participants picked at random in the audience. Those who give correct answers are paid in Suburban Square dollars (of which more later) . At best, however, this gives only about 25 people a chance to take part in the show.
In order to include everyone in the theatre in the program, we incorporate another device. The theatre's ushers distribute to the patrons cards which contain spaces in which to answer yes or no to a series of ten questions. The Squire himself asks the questions just prior to the broadcast. The cards are then collected and the results checked, but the prize winner (or winners) is paid at the following week's performance. This has not only widened the base of our participation, but has brought people back week after week.
There is no formalized commercial on the show, except for a brief opening announcement calling attention to the advantages of shopping on Suburban Square. In order that the merchants participating in the promotion may have some representation in the program, we developed the Store Identificaiion Puzzle in which, from a series of clues, members of the audience are asked to identify one of the stores on Suburban Square. The clues give some of the history of the store, and a very general story of the merchandise it sells.
To give the radio audience an oppor
Each Monday evening the Squire on the Square conducts a half-hour quiz show in which everyone in the audience may participate. While the show follows the standard quiz pattern, adaptations were made to meet the problems created in this cooperative venture.
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tunity to share in this portion of the program, listeners are invited to submit Store Identification Puzzles for which cash prizes are given. This device has an added advantage. Naturally, in order to submit questions, the listener has to visit Suburban Square to get the information.
To give direct stimulus to sales and to let the stores know that there is some tangible and immediate result from the advertising, all prizes are given in Suburban Square prize money. This is simply scrip in dollar denominations which can be used at full value to purchase anything in any store in Suburban Square. In that connection, it is interesting to note that about one-third of