Radio showmanship (Jan-Dec 1942)

proved conclusively to us that radio ad\ertising pays! "From January 1 to March 1 we offered gifts through the 750 Club 64 times. During January alone, 21 out of 22 members of that club, not only heard their names called for a gift from our store, but took the trouble to come into Portsmouth to get it. In February, 13 out of 20 called, and in March, 16 out of 22; thus, making a total of 50 out of the 64 times we offered gifts. "This seems all the more extraordinary to me when you realize that 35 of the 50 members that came in were from that area of three to 50 miles from Portsmouth and not from the city itself. "AVe are more than confident that our listening audience consists of 50 per cent of the radios in this immediate area." GEORGE H. KIMBALL Kim ball's Mill Remnant Store Portsmouth, N, H. AIR FAX: Any WHEB client whose average billing amounts to ten dollars or more per week is privileged to be included in the club. Client is given a brief selling reference of some 5 to fifteen words about his business or product. Each is required to award a gift at least three times per week, may award a gift on all five days on which the 750 Club is presented. Gift recipients are selected from the membership roster of the 750 Club. Members who hear their names read on the program must acknowledge the fact by letter or post card postmarked the same date and day that her name is announced. When Miss 750 receives the acknowledgment, she sends listener an official gift card which entitles the recipient to go to the firm indicated, receive her gift. Format is designed for the mothers of New England and their homes. From WHEB's musical library, effort is made to offer every piece of music listeners want. Associated Press leased wires provides Miss 750 with daily features of interest to women. Club also features news at 10:00 A.M. Wedding anniversaries and birthdays of members receive air mention. Selected household and cooking hints in limited amounts round out the club. Pieces of the hour-long show are sold in units of from one to 15 minutes. At the 9:30 A.M. opening gun, four spots are run in before the 10:00 A.M. News presented by the New Hampshire Gas & Electric Co. At 10:05 A.M. a women's shop presents ten minutes of Bing Crosby recordings. In the 10:1510:30 A.M. interval. Miss 750 presents three or four more spots. Listen Ladies, an AP Telescript, goes on the air at 10:30 A.M. for a Portsmouth department store. The whole thing adds up to the 750 Club. First Broadcast: August, 1941. Broadcast Schedule: Monday through Friday, 9:3010:45 A.M. Preceded By: Morning Devotions. Followed By: Light of the World. Sponsor: Kimball's Mill Remnant Store. New Hampshire Gas 8C Electric Co., others. Station: WHEB, Portsmouth, N. H. Power: 1,000 watts. Population: 25,000. COMMENT: Dynamite to quick building of a large listener-group are give away offers. Here is a show buih completely along these lines, and the experiences of this one sponsor indicate its heavy listener appeal to the disiaff side. Program provides excellent direct contact and good will between sponsor and potential customers. Length of show insures each participating' sponsor maximum weight for his commerical message. Drug Stares SYMPHONIC HOUR "This program went on the air about the first part of August, 1941, and while it did take several months before any results were forthcoming, we find this program to be very productive. Commercials used on this show are limited to three 100-word announcements. It is a very high type of program, using selections of famous symphonies, generally in their entirety. "A recent impartial survey taken by Hooper-Holmes Agency reported that our program has a 23 per cent listening audience, which we estimate to run. roughly, about 400,000 in this market. Our radio program is used strictly for an institutional build-up. "We distribute close to 250,000 program listings each month, which contain a log of the entire month's programs. These are distributed through our stores and bv mail." A. H. MOSENSON Advertising Manager S tine way Drug Stores Chicago, III. AIR FAX: Program format: a full hour of symphonic music six nights a week, Sunday through Friday. First Broadcast: August 18, 1941. Broadcast Schedule: Sunday through Friday. 10:0011:00 P.M. Preceded By: News. Followed By: News. Sponsor: Stineway Drug Stores. Station: WIND, Chicago. III. Power: 5,000 watts. Population: 3,440,420. COMMENT: StINEWAY DRL G STORES perse\ered, even though results from its radio offering were not immediately forthcoming. The pay-off: a 23 per cent listening audience, and increased sales. (For storv, see Showmanship in Action, p. 101, March, 1942.) DECEMBER, 1942 427