Radio showmanship (Jan-Dec 1943)

SHOWMANSHIP IN ACTION Promotions and merchandising stunts that will lift a program out of the ordinary. Broadcast Schedule: Monday, Wednesday, Friday, 1:45-2:00 P.M. Preceded By: Music. Followed By: Music, Sponsor: Koos Brothers, Rahway, N. J. Station: WNEW, New York City. Power: 5,000 watts. COMMENT: To present an interesting and effective radio offering is one problem. To bring customers into the store as the result of that program is a horse of a different color. Sponsor Koos has found a satisfactory solution which is definitely reflected in sales receipts. Home Furnishings GRACIOUS LIVING Homes are probably a more important factor these days than they have ever been before. Boys who have never been away from them are marching off to cantonments. Families who have taken home more or less for granted are suddenly discovering just how much it means to them. Alert to opportunities of helping the homemaker, Koos Brothers, Rahway, N. J., presents as its first radio offering a three times a week commentary on interior decorating by Winefred Bradford Bloom, over WNEW. Big problem for sponsor: how to check on results. Out were mail campaigns since the large area covered by Koos Brothers made it not the best bet for direct business. Room of the Week proved to be the answer to the riddle. Each week a room is especially arranged, is later discussed by interior decorator Bloom on one of her broadcasts. Room is open to the public all week. On Wednesday evening Commentator Bloom herself is at the store to discuss homemaking problems with clients. Reports sponsor Charles Koos: sales increases from distances further from the store than ever before. AIR FAX: Informal, chatty information of general interest to housewives highlights the show. Problems of the housewife whose furniture budget is limited are discussed. No separate commercial is used. Plan is to weave the commercial into the story continuity. Prices are seldom quoted. First Broadcast: January 12, 1942. Men's Wear DAILY CHUCKLES Psychologists recommend a good laugh to counteract the wear and tear of every-day living. Giving CFCF listeners plenty to laugh about is Grover's Chain Shirt Shops, Ltd., Montreal, Can., in this five-minute funfest based on British United Press oddities in the news. Grover's offers daily a Pioneer shirt for the best listener-sent chuckle. Listeners jot down a true story with a chuckle in it, address letter to Pioneer's Daily Chuckles, CFCF, Montreal. Chuckles used on the air rate a Pioneer shirt sold exclusively in Montreal at the 12 Grover shops. Five-minute feature is placed within a 15-minute group program devoted to spot announcements. Good results convinced adman Samuel Grover that there is more truth than poetry to the old saw, "Laugh and the world laughs with you": sponsor continues to renew his six-times-a-week shot after an initial one month trial. air FAX: Surveys give the complete 15-minute period, including the spots, a program rating of 7.7, although no special promotions have been used to build listener interest. First Broadcast: November 2, 1942. Broadcast Schedule: Monday, Wednesday, Friday, 5:10-5:15 P.M.; Tuesday, Thursday, Saturday, 12:551:00 P.M. Sponsor: Grover's Chain Shirt Shops, Ltd. Station: CFCF, Montreal, Can. Power: 500 watts. Population: 915,000. COMMENT: Staggered schedule here en-j ables sponsor to reach two distinct listening groups, create maximum response tcji 98 RADIO SHOWMANSHIF