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PROOF 0' THE PODDING
Results based on sales, mails, surveys, long runs and the growth of the business itself.
Department Stares
IRISH HOURS Sons and daughters of Eire may ^vander far from the Shamrock shores, but begorry an Irishman ne\er forgets his native land. In Philalelphia, Pa., where there are more sons of Erin than you can shake a stick at, radio listeners pass many an Irish Hour. Plain as the map of Ireland to its participating sponsors is the pulling power of the program.
To a St. Patrick's Day offer of a map of Ireland, complete with geneological origin of all Irish names, came 15,000 requests. Standing offer on the show: a complete history of any Irish name. Inquiries to date: 10,000. Sold on the program over a period of a year: 3,000 bunches of imported shamrocks, more than 1,500 Irish Song Books, and some 10,000 tri-colored badges for wear on St. Patrick's Day. Proof that good Irishmen are also good Americans: more than 5,000 U. S. flags in the form of transparencies Avere given away on two broadcasts.
AIR FAX: No radio newcomer is the Irish Hour. The Monday and Friday Irish Hours have been on the air for the past 15 years. Featured is Irish-as-theBlarney-Stone announcer and cinematographer Pat Stanton. Sharing the spotlight is the Four Provinces Irish Orchestra, a seven man combination. First Broadcast: 1927.
Broadcast Schedule: Monday and Friday, 7:00-8:00 P.M.
Preceded By: News. Followed By: News.
sponsor: Walsh's Department Store; Brady's Home Furnishings; Select Fashions, Ladies' Apparel; O'Malley Coal; Fcls Naphtha Soap, S. K. Miller Shoes; Finnaren 8C Haley, Paints and Glass; Horn 8C Hardart Restaurants; Morton's Jewelers. Station: WDAS, Philadelphia, Pa. Power: 250 watts. Population: 2,081,602.
COMMENT: Many sponsors have successfully established trcmeudous business vohunes with ]>rogianis which catered to specific nalionaliiy grouj)s williiu their (ommmiiiics. For ilie doubiiiij^ 1 homas', the responses here to repealed giveaways and special offers indicate what audience potentials are.
Dry Goods
PATTERNS IN MELODY Ihat patterns in fabrics suggest tempos in music is the program pattern for the Jlnkin Dry Goods Co.'s weekly show over KGXC. Amarillo, Tex. That Patterns in Melody also suggest patterns in buying to radio listeners is the experience of this sponsor.
Evidence that Patterns in Melody sells merchandise: one out-of-town visitor heard a broadcast featuring Hudson Bay Blankets, bought two the next day. When program reminded another listener of a needed fabric, she suited action to word by telephoning the store immediately.
Unique in that it is the only store of its kind in and around Amarillo, Ji'nkin's sells yard goods, upholstering materials, patterns and dressmaking equipment, curtains, blankets, draperies and slipcovers.
AIR FAX: Quarter-hour show features music which ties in with sponsor's merchandise. First Broadcast: September 12, 1941. Broadcast Schedule: Friday, 8:30-8:45 A.M. Preceded By: Breakfast Club. Followed By: Breakfast Club. Sponsor: Junkin Dry Goods Co. Station: KGNC, Amarillo, Tex. Power: 5,000 watts (d). Population: 51,792.
COMMENT:
Sponsors get maxim u m Iresuits from a minimum of expense in a program series of this kind. That the show reaches its feminine audience at a time
DECEMBER, 1942
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