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Smiles right bacl< at you/
ICECREAM
HONE Scheniey 7761 FOR NAME
• One of the most familiar advertising trademarks in Pittsburgh is the picture of Polly Tech, a gay, vivacious lassie. Winner in the annual Polly Tech contest becomes the sponsor's trade-character for the year, serves as TECH ICE CREAM'S advertising model as in this 24-sheet poster.
Production begins the previous Thursday afternoon, with a four-hour session in the \V\VS\V^ studios. Here the young aspirants, aged from five to fifteen, are auditioned, with no applicants refused. Those with real ability are selected for fiuure broadcasts. Others, who have latent talent that merely needs development, receive further seasoning on the stage-show portion of the bill.
Many stars of Hollywood and Broadway are graduates of the Junior Jamboree. There's Gene and Fred Kelly, of Pnl Joey fame, George Staisey and Perry Jubilier, whose latest appearance is in Best Foot Fonvard; Ann Barrett, Little Jackie Heller and a host of others. Al Heifer and Ollie O'Toole, now top-flight network announcers, both began their radio careers on this show.
It takes more than good programming to make a radio progiam pay out commercially. The Tech Ice Cream Company merchandises the Jamboree to the hilt. Annually, through the spring months, there is a contest to choose a new Polly Tec)}, who then becomes the sponsor's trade-character for the year. Entrants must include a box top. On the Mother's Day program there are awards tor the oldest, youngest, fattest, skin
niest, shortest and tallest mothers present, as well as one for the mother coming from the most distant point.
Hallowe'eners get prizes for the prettiest, funniest and most unusual costiniies. Similar events are held on Christmas, New Year's, July Fourth and Father's Day, All minor prizes are in the form of merchandise certificates redeemable at any Tech dealer's store. Occasionally photographs of popular stars, such as Gene Autry, or some novelty children's prizes are offered in exchange for box tops.
But the most resultful merchandising stunt yet attempted is the Tech Dealer Draw. Each week the names and addresses of eight Tech Ice Cream storekeepers are read, together with the announcement that "the first 20 people to enter each store, make a purchase and mention the Junior Jamboree, will receive a jree pint of delicious Tech Ice Cream." In e\ery case, stores have become crowded within a few minutes after the announcement. In the 10 years the Junior Jamboree has been on the air, the broadcast has had several different sponsors and innumerable changes in routine. But never has it ceased to be the kids' own show. And thev love it!
OCTOBER, 1942
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