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WHAT THE PROGRAM DID FOR MEJ
This is the businessman's own department. RADIO SHOWMANSHIP invites radio advertisers to exchange results and reactions to radio programs for their mutual benefit.
Department Stares
STREAMLINED FAIRY TALES 'We now
have a mailing list of over 1,000 children as the result of the program which has been on the air over WFIL for approximately ten months. The time has been changed recently from 5:30 P.M. to 5:00 P.M., with no change in fan mail, but probably the reason for such stacks of fan mail is that we organized the Magic News Club,
"If a child sends his name and address, he becomes a cub reporter; if he sends in a story or poem he has written, a drawing, puzzle, or other contributions of that nature, he becomes a star reporter. Every month the writers of the three best letters are made chief reporters, and win five dollars in War Savings Stamps.
"Behind the scenes: the children come up to see the Magic Lady constantly; whatever they buy in the store, they either show it to her, or write about it. Too, we have done a big Junior Bond Drive, and at least 90 per cent of the members own bonds; others even spend ten per cent of their weekly allowances on War Savings Stamps.
The radio program originates from the New Business Department as all promotional activities fall in this office with the exception of newspaper advertising. The commercials are written and read by the Magic Lady, myself, and all the commercials are written for the child. In the case of this program, the series is sponsored by the candy department within Lrr Brothers."
HARRIET JEANNE BALMER Lit Brothers Philadelphia, Pa.
AIR FAX: Modern versions of well-known fairy tales transcribed by the Koralites is heard for Lit Brothers over WFIL on a three-times a week sked. Available in this H. S. Goodman series: 60 quarter-hour showf furnished with or without a Christmas tie-in. Tie-in with the Magic News Club: a four-page mimeographed monthly news sheet. Winners of the month are announced, and best letters, drawings, or puzzles, are reproduced with credit-lines for their authors. A Pertonal Column gives news items on club members, and there is also store promotional copy. Now in its third rerun of the series. Lit Brothers originally took on sponsorship as a Christmas promotion.
First Broadcast: November, 1941.
Broadcast Schedule: Monday, Wednesday, Friday, 5:00-5:15 P.M. Followed By: Children's Hour. Sponsor: Lit Brothers. Station: WFIL, Philadelphia, Pa. Power: 1,000 watts. Population: 2,081,602. Producer: H. S. Goodman Radio Productions.
COMMENT: Without question, department stores who employ radio specialists on their own staffs to coordinate and direct radio efforts arc most successful in this ad\ ertising medium. Also, these stores are most apt to merchandise their programs in such a way as to create sustained listener interest. Here is a sponsor who uses showmansliip to institutionalize and departmentalize its radio offeriii" to good ad\antage.
Department Stores
AROUND THE TOWN WITH CAMILLE BROWN "Wc have found this means of advertising unusually successful. Mrs. Brown has built up an audience of all ages, both sexes and every class. " "The success of her progiani is |)r(n en bv the fact that it has been a daily fea
DECEMBER, 1942
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