Radio showmanship (Jan-Dec 1943)

wartime conditions have taken some advertisers off the air, others have a unique opportunity to put their sales messages across in a more effecti\e wa) than e\er before. tions tend to make item-advertising rather less important, they afford an opportunity for more long range store promotion. In this field, radio is prepared to do its greatest ser\ ice for merchandisers. Department Stares SUNDAY NEWSCASTS Taking advantage of the vast new Sunday audience created bv gas rationing and travel restrictions is Kerr's Department Store, Oklahoma City. Okla. To reach virtually everv prospective customer in a long range campaign. Kerr's took on sponsorship of each and every one of KOMA's available Sunday newscasts. For 52 weeks, Kerr's ^vi\\ bring listeners complete Sunday ne^vs coverage via five newscasts per Sun-dieT7i. \Vith important, far reaching events just around the corner, and with U. S. armed forces spread over the globe, admanager Grace \'aughter took this chunk out of Kerr's advertising budget as a public service to the community. Up-with-the-sunners get the early morning news period scheduled at 7:00 A.M. Others following at 9:00 A.M., 11:00 A.M., 12:30 P.M., and at 6:00 P.M., keep listeners posted throughout the day, in 15-minute units. ^Vhile its ne^ss broadcasts are only a small part of Kerr's ad\ertising schedule, customers expressed their enthusiasm and appreciation in such numbers that the week of January 18 saw Kerr's add a 10:15 P.M. newscast seven nights per week. Store now bankrolls a total of 12 weekly news periods. AIR F.\X: Straight United Press News presented by KOMA news editor without commentary is the Kerr format in its long range institutional campaign. Transit-ads in 115 busse;. newspaper advertisements and window displays in the store announced the new series. First Broadcast: November 1. 1942. Broadcast Schedule: Sunday. 7:00-7:15 A.M.; 9:00 9:15 A.M.: 11:00-11:15 A.M.; 12:30-12:45 P.M.; 6:00-6:15 P.M.; Daily. 10:15-10:30 P.M. Sponsor: Kerr's Department Store. Station: KOMA. Oklahoma Cit>, Okla. Pouer: 5,000 watts. Population: 202,662. COMMENT: Department stores are finding that while present changing condi Sustaining BUFFALO CONTEST CLUB AVhen a bigmoney contest comes up to tease the public's fancy, contestants mushroom up in hamlet and metropolis. Results in terms of number of entrants indicate that America is contest mad. Less pretentious contests also pull contestants far in excess of the size of contest winnings. On the air to satisfy the public's interest in innumerable current contests is the Buffalo Contest Club. Given are announcements of current local and national contests. Also included in the format: prize winning hints and ideas, as well as tips on what has won in other contests. Once a month, contest followers get together for a two hour evening bull session. Dissected and discussed are current contest offerings. Program has contests centered around new station programs and small awards are made to winners. Mail response: as many as 200 letters per contest. Tie-ins with visiting circus', ball teams, etc., net winners for best slogans, jingles, et al, passes for the featured attraction. To meet public demand, a Tuesday matinee was added to the once-a-week offering. air FAX: First Broadcast: April, 1942. Broadcast Schedule: Monday, 7:15-7:30 P.M. Preceded By: Jimmie Fidler. Followed By: News. Station: WEBR. Buffalo, N. Y. Power: 250 watts. Population: 613.506. COMMENT: Contest fans create a ready-made audience, and tie-ins with nationally advertised products reflect to the credit and prestige of the regional sponsor. Such a show is relatively inexpensive to produce. For creating storetraffic, club meetings provide an excellent hook. MARC H, 1943 93