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SHOWMANSHIP IN ACTION
Promotions and merchandising stunts that will lift a program out of the ordinary.
Dairies
DAIRYLEA No more avid admirer of the cowboy can be found than packs the Olympic Theatre, Watertown, N. Y., every Saturday at 1:30 P.M. just a jump ahead of the matinee. WATN radio station favorites, Gerry MacGee and his cowboys are the come-on in the halfhour kiddie talent program bankrolled by Dairylea Ice Cream.
Auditions are held weekly and all comers are set up to an ice cream Dixie. Weekly show awards of $3, |2, and $1 for three best-in-show are supplemented with certificates for one quart of any flavor Dairylea ice cream for all entrants.
Posters in store windows, and slides advertising the program as a part of each day's theatre showing keep audiences pepped up and coming. Showmanstunt: an album of patriotic war heroes for 24 ice cream Dixie containers. Merchants for 50 miles carrying Dairylea products get weekly mention on the program, with commercials woven into the program itself.
While Dairylea recognizes that governmental action may change the ice cream set-up, it feels that new products it took on would hit the kiddie market, and it wants to keep its name before the small fry for the duration.
AIR FAX: Broadcast Schedule: Saturday, 1:30-2:00 P.M.
Sponsor: Dairylea Ice Cream. Station: WATN, Watertown, N. Y. Power: 250 watts. Population: 114,412.
COMMENT: Widespread public acceptance of a product through appeal to the small fry has put sponsors without number on the sales map. Dealer tie-in, here, is another all-to-the-good factor.
Department Stores
PASSING THE BUCK By a simple twist of the switch, WSIX listeners in Nashville, Tenn., find themselves at Camp Campbell, Ky., raring to carry on with the Old Army Game! To every soldier who falls in line, the H. J. Grimes Co., department store, passes a box instead of the buck. For every soldier and his girl friend who gets by the WSIX quizzinquisitor with a correct answer there is a surprise gift. If the contestant misses a question in this weekly half-hour quiz show, he passes the box down the line to the person next up.
Thirty questions are fired into the lines by emcee. Private Jack Barnett, and contestants try their luck at answering such questions as: ''When you start from scratch, from what do you begin?" Audience enthusiasm doesn't start from scratch; each week WSIX station talent does a 45-minute show preceding the broadcast to get the quiz audience set.
Used purely for institutional advertising, the program features each week one Camp Campbell unsung hero. Example: the man behind the bugle which wakes up the army in the morning, puts it to sleep at night.
air FAX: First Broadcast: January, 1943.
Broadcast Schedule: Tuesday, 8:00-8:30 P.M.
Preceded By: Confidentially Yours.
Followed By: Spotlight Bands.
Sponsor: H. J. Grimes Co.
Station: WSIX, Nashville, Tenn.
Power: 250 watts.
Population: 167,402.
COMMENT: Sponsors have numerous wartime jobs to do, and not the least of these is that of providing entertainment for the enlisted personnel. Only in radio, does an advertiser get full credit for the editorial content of his program, and a public service feature is almost certain to build prestige for today and sales for tomorrow.
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