We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
s Entortain!
how and Its Sponsor, Says lEiSkillern Drug Co., Dallas
m^m^ I '
week show was scheduled at 5 P.M. as a straight program of popular music for the younger folks.
In October the need was felt for the dramatic type of program, so Skillern's bought the transcribed feature Betty and Bob, and scheduled it at 9:30 each morning, Monday through Friday. At this time, we expanded the 5 o'clock show to a daily feature, and set out to find the finest half-hour transcribed dramatic show we could get to fill a newly opened Sunday evening spot immediately preceding Fred Allen. We chose Academy Aivard which stars headline Hollywood talent in weekly dramatic plays. In November, we felt that we had been neglecting the male portion of the audience, so put on a Spotlight on Sports show at 5:45 Saturday evening, giving football scores, and sports human interest stories.
Here, then, were the vehicles for carrying Skillern's message to listeners throughout Texas. The next step was to put these vehicles to work most
• Above . . . Behind the scenes in its 30 stores is a world of activity to keep the SKILLERN radio programs continually before the public.
• Right . . . Employees at a general meeting participate in a miniature Take It or Leave It show. Object: to plug the SKILLERN radio offerings, create enthusiasm.
• Left . . . Window displays, counter cards, package stuffers and pennants went to each store manager with instructions for display. Payoff: steady increase in sale of advertised items.
Sings. This program continues to draw nice mail and other response from the ladies who like the ballad type of music. At 12:45 P.M. we put on a program entitled Headliners Parade. The show features Bing Crosby, as the main headliner, with a guest such as Dinah Shore, Merry Macs, Judy Garland, and Connie Boswell on each program. The three-a
M ARCH
943
efficiently. Our programs are streamlined to fit the Skillern's Entertain pattern, and each program is built around these two words. Advertising messages are kept brief, to the point, and few in number. Half of the commercial content each prograiTi is devoted to institutional advertising, and half to merchandising. Behind the scenes in our 30 stores
79