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AIRING THE NEW
New radio programs worth reading about. No result figures as yet.
Florists
FLOWERS TO SAVANNAH'S OWN In Savannah, Ga., there will be no unsung heroes, thanks to Paul's Flower Shop. Each week three native sons or daughters now in the armed forces are saluted over WSAV. Home folks cheer while soldiers, sailors, marines or nurses receive just homage for services rendered to Uncle Sam.
Brief biographical sketches and appropriate martial music fill in the quarter-hour of tribiue to those in uniform. Evidence that it is the listener's own program: names of those honored are selected from letters written in to the station.
To mothers or wives standing by, Paul's sends a Victor) corsage to be worn to church on Sunday. In sponsor's window are framed pictures of those saluted in previous broadcasts.
AIR FAX: Commercial copy consists of opening credit lines, and the announcement that Paul's is sending corsages to nearest-of-kin of those honored on each broadcast.
Broadcast Schedule: Friday, 7:30-7:45 P.M. Preceded By: News. Followed By: News. Sponsor: Paul's Flower Shop. Station: WSAV, Savannah, Ga. Power: 250 watts. Population: 87,714.
:OMMENT: Broadcasts with a Chins 'p America theme are almost certain to
ind a large listener gioup. Here is such program with a strong local angle that
:ould be adapted to any community b-y
ilmost any type of business.
Furriers
KEEPING UP WITH THE WORLD So
women don't like to listen to women radio news commentators? When Fred Bemoff, Furrier, decided to put unfounded theory to the acid test, he came up with a KROW program featuring news analyst, Mrs. James E. Sidney AVales. Sales in the cloth coat department of the Oakland, Cal., store proved to Mrs. Helen Bcnioff, president of the company, that women did listen to a woman commentator.
Discovery Number 2: that men will also listen to a good feminine analyst. Opened was a fresh approach to the women's apparel trade through the man of the house.
One of the prominent large fur establishments catering to the middle income levels, Bemoff's reasoned that its primary appeal was to women who had some leisure time, and who were active in community, club and civic affairs. It was this same group who were most concerned about Keeping Up IVith the World.
Tailor-made for this account was Mrs. James E. Sidney Wales, a widely known club woman, prominent socially and a lecturer on world affairs. Her appearance under the Bemoff banner psychologically reaffirmed the prestige and quality of the store and its products.
When the normal summertime lull approached, sponsor's first inclination was to cancel for the summer. Smart in the waysof public relations, Mrs. Benioff, however, saw the excellent institutional effect of the tie-up between a quality show and a quality store. Program continued on a once-a-week sked.
AIR FAX: Window cards with the commentator's picture were used at the stores. Program was also mentioned in the advertiser's newspaper space. First Broadcast: February 9, 1942. Broadcast Schedule: Monday, Wednesday and Friday, 8:45-9:00 A.M.
Preceded By: Friendly Philosopher. Followed By: News. Sponsor: Fred Benioff, Furrier. Station: KROW, Oakla;:d-San Francisco. Cal. Power: 5,000 watts. Agency: Theo. Segall Adv.
OVEMBER, 1942
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