Radio showmanship (Jan-Dec 1942)

SPECIAL PROMOTION Short radio promotions that run but a day, a week, or a month yet leave an impression that lasts the year around. Beverages LODI WINE AND GRAPE FESTIVAL Bacchus with vine leaves in his hair had a field day at the eighth annual Grape Festival at Lodi, Cal., and because the wine industry is one of the Bay State's greatest, the event became a headliner over KROW. Sponsored by Shewan-Jones Winery, a division of National Distillers, three half-hour shows were sent over the 100mile line to the Oakland station from During the two-day special coverage of the Grape and Wine Festival, John K. Chapel, KROW's news editor (holding the grapes) interviewed, among others: Frank J. Watson (left). First Vice-President of the Festival; George M. Steele, Mayor of Lodi; James Crescenzi, President of the Lodi Chamber of Commerce and Leon Munier, member of the California Wine Institute. Lodi, the center of California's grape and wine industry. First broadcast was made directly from the Grape and Wine Exhibit itself. Interviews with leading local officials, Lodi visitors, and officers connected with the industry and the festival were the order of the day. Biggest advertising angle came when the KROW staff took its microphones directly into the ShewanJones Winery in a half-hour tour of the plant. Also covered from several vantage points was the Festival parade. COMMENT: While a broadcast of this kind may not contribute greatly to actual sales or merchandising, it does mean a great deal in public relations. ShewanJones employed excellent showmanship in this interesting public service feature, put across the "bigness" of California's wine industry to its urban population. \, \ FEBRUARY, 1942 61