Radio showmanship (Jan-Dec 1942)

a reasonable amount. It was not an easy matter to find what we were seeking. "We were interested in a program that would appeal to both children and adults. It had to be entertaining, yet carry with it a certain amount of dignity, inasmuch as Finkenberg's is one of the oldest installment furniture companies in New York City. "The New York Board of Education had never lent its support to any commercial radio program prior to this time, but we were able to deliver to the public schools in the New York area many thousands of quiz sheets that were distributed twice each week by the teachers. Having this program called to the attention of the pupils created an audience for us, of course. We also ran ads in our local newspapers in conjunction with our regular copy. "During the course of the program we featured certain merchandise and offered pictures of the celebrities used in the broadcast. Voices of Yesterday was listed in the leading newspapers in the NewYork area as the pick of the air, despite the fact that the competition at the time we were on in the evening was very keen. We believe that this was the first time in the history of radio that a transcription was ever selected for that honor in New York." CLEVELAND, O. (FINANCE) A 13-week series of Voices of Yesterday was heard ot^er WHK for the Equity Savings Sc Loan Co., when the sponsor was just emerging from a long period of inactivity due to depression conditions. Evidence at the Equity deposit windows indicated that the program had won an audience and was getting tangible results. Whites Carr Liggett, president of the Carr Liggett Advertising Agency: "No miracles were expected but a good start was made in return to public attention and confidence. We liked the fact that while meeting the requirement of an advertiser of this kind for a dignified program. Voices of Yesterday was actually exciting. "We found that this program made it easy for us to obtain very valuable cooperation from the schools and libraries, which made the job of audience-building much easier and more rapid. Even the newspapers gave us much better publicity than one can ordinarily get. "Included in the promotion were: (1) an old phonograph contest which produced some astonishing antiques; (2) displays using these old phonographs in the Equity window and the Public Library; (3) excellent cooperation by the Cleveland Public Library through mention on its own radio program; lobby display, and distribution of 5,000 bookmarks, one side of which described the program, the other side listed books about the people whose voices were featured, and (4) bulletin board notices in high schools." PROVIDENCE, R. I. (FINANCE) Writes Gordon Schonfarber, president of Lanpher & Schonfarber, Inc., Advertising Agency in regards to the WJAR presentation of Voices of Yesterday for Old Colony Cooperative Bank: "We feel that the series not only afforded first rate radio entertainment and served as a vehicle for introducing the bank's selling message successfully, but that it was instrumental in familiarizing the general public with the name and business of this savings, building and loan association. "Through the cooperative merchandising of the program's educational aspects to school children, we feel that we were able to forcefully impress the name of the institution upon many of the savers and home builders of tomorrow, and incidentally, to also bring Old Colony favorably to the attention of their families." air FAX: Each episode presents dramatic and characteristic incidents in the life of one of yesterday's celebrities with the introduction of that person's actual voice packing the climax punch of the presentation. The famous person tiimself never speaks until time comes for presentation of his authentic recorded voice. Banks, department stores, oil companies, public utilities, furniture and jewelry stores have used the series. It is now also being broadcast for a mortician. There are 34 programs in this H. S, Goodman series. Contracts are for almost any length. 90 RADIO SHOWM ANSH IP