Radio showmanship (Jan-Dec 1943)

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SPECIAL PROMOTION Short radio promotions that run but a day, a week, or a month yet leave an impression that lasts the year around. Finance ALLEN COUNTY SPELLING BEE For twelve long years, the Allen County Spelling Bee has been the big event of the scholastic year for grade school children. When the annual announcement regarding the Spelling Bee is given out by Fort Wayne National Bank, instantaneous is the response. Almost all schools in Allen County participate. Winners receive War Bonds and medals. To the grand champion-of-champions goes a traveling placque designed to accommodate the names of winners for the next 53 years. Each Allen County Spelling Bee series runs approximately 11 weeks with contestants selected from the city schools. Through elimination, city champion, county champion and grand champion are finally determined. Bank president Wendell C. Laycock tosses out the first word to the first contestant in the fightlo-the-finish WGL spelling bee. air FAX: First Broadcast: 1931. Broadcast Schedule: Wednesday and Saturday, 7:158:00 P.M. Preceded By: Candlelight Time. Followed By: News. Sponsor: Fort Wayne National Bank. Station: WGL, Fort Wayne, Ind. Power: 250 watts. Population: 117,246. COMMENT: Competition is a powerful lever lor creating interest and enthusiasm among the small-fry. When an event such as this one becomes an annual competition, interest carries over from year-to-year. Thus, consistency becomes a factor even on a yearly schedule. Home Furnishings MAZOR GRAND OPENING Like a golden wedding anniversary, other such important landmarks in man's life, a grand reopening of a long established place of business after tremendous remodeling, becomes a matter of public interest. When friends of the Mazor Furniture Co., Washington, D. C, gathered to oJi! and ah! at its spic-8c-span new dress, Mazor Furniture took to the WOL airwaves for a one-time broadcast. With Mazor regularly sponsoring, in Washington, the commentaries of Fulton Lewis, Jr., newcaster Lewis was, naturally, invited as guest-of-honor, adlibbed for the 15-minute "duration." Aired was a description of the new store, and interviews with special guests. Frank Blair assisted newsman Lewis in the play-by-play descriptions. AIR FAX: Celebrity interviews added spice to sponsor's dish. Broadcast Schedule: 8:15-8:30 P.M. Preceded By: Cal Tinney. Followed By: Magic Dollars. Sponsor: Mazor Furniture Co. Station: WOL, Washington, D. C. Power: 1,000 watts. Population: 521,886. Agency: Kronstadt Adv. COMMENT: While grand openings are always of interest to local citizenry, sponsor here wisely tied-in its regular featured radio commentator with its onetime shot, created additional interest in its special air sfiow. Although many such programs are daytime offerings, spon sors achieve an all-family listening grou}3 through the use of night radio time. 52 RADIO SH OWM A NSH 1 P