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Pans Out
isihle Gold Brick and a Slponsors is Told Here
DRY CLEANERS Youngstown, O.
For a special 13-week run to advertise only its fur storage, the Kohler Dry Cleaners, Furriers and Laundry, Inc. put its money on The Shadow. Three commercials on each of the transcribed programs tied-in sponsor's commercial message with its program. Example: "When The Shadow keeps an eye on crooks, you can bet they're well-watched, because he never lets 'em out of his sight. They're just as careful in this respect at Kohler's. You can just bet that Kohler's give your furs the same keen observation that The Shadow gives a desperate criminal."
BUILDERS' SUPPLIES Durham, No. Car^
When the West Durham Lumber Co., specialists in builders' supplies, millwork, insulation and paints, went into its second year of sponsorship of The Shadow over WDNC, adman A. L. Caldwell wasn't putting his money on a dark horse. Survey in the metropolitan area of listener preference on all programs, including network shows, showed the transcribed series to be the third-ranking program on the station.
FUEL DEALERS Wilkes-Barre, Pa.
When the Glen Alden Coal Co., took on sponsorship of the live show to plug local dealers, it offered a mystic ring fluorescent in nature. Not mystical was
the stream of dimes from listeners who took up the offer, aired over WBAX.
HOME FURNISHINGS Nashville, Tenn.
For its first taste of WSIX advertising, the Wherry Furniture Co.'s selection of a show whose name is a by-word all over the nation made Wherry's a buyword in furniture all over the WSIX territory. While Wherry Furniture never used special merchandising tie-ins with this WSIX feature taken off the Mutual line Sunday, 4:30-5:00 P.M., it did check through specific items of merchandise offered only on this show. Result: renewal for the next season. Commented John M. Wherry, president: "The Shadow did a good job for us last season, and we are more than glad to re-sign this nationallyfamous network program."
ICE CREAM MANUFACTURERS San Francisco, Cal.
For two years, the Carnation Co., California ice cream manufacturers, sponsored the series. Writes Louis Honig, Erwin, Wasey ^ Co., account executive: "In one monthly promotion running in the Bay Area only and demanding proof of purchase, we pulled over 5,000 returns on a contest to give a name to the Ice Cream Special of the month." Using the same station, KFRC, the same show, and the same agency, the transcribed series was then taken over by the Holsum Bakery.
BAKERIES
Miami, Fla.
When Bell Bread took on sponsorship over WQAM of the transcribed series, its campaign included bumper strips front and rear on all local taxicabs; posters on all Bell Bread delivery trucks; window streamers in 128 grocery stores; posters on 65 news stands and 15 American News Co. trucks; 25,000 bread wrapper inserts; The Shadow motion picture serial (15 chapters) in eight Miami theatres; two advertisements weekly in Miami newspapers, and half minute radio plugs five times daily over WQAM, utilizing the famous Shadow laugh.
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