Radio showmanship (Jan-Dec 1943)

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succeeded in completely dominating the local market. Sports events became identified with Alfar's to such an extent that one called the other to mind as far as the listener was concerned. An important factor here was the sportscaster who handled our programs, Cy Newman. Certainly the sponsor who starts off with an established radio personality who has built up a loyal group of fans for his particular field is getting off on the right foot. Cy Newman was no pig in a poke. On one of his programs, he asked listeners to phone in sports question of fact to him. For every question Cy failed to answer right off the bat, the questioner would rate two tickets to a sporting event. In two days, he handled over 300 questions, failed on only seven! The number of questions which came in indicated that he has a loyal following, and his failure to answer only seven of them indicated why he had that large a following. Of course the fans want the latest sports returns, but they also like to get the personal low-down on their gridiron or greens heroes. One week's guests on the Alfar's Sports Review included golfers Johnny Farrell, Tony Penna and Jack Ross; boxers Oliver Hamm, Joe Bellotti and Tony Cisco; high school coach George McCambell and dog racing secretary Allen Macke. And the interviews, all unprepared, digress from the usual " where -you -were -born -and what-did-you-do" stuff. When we took on this extensive sports coverage, it was with the purpose of increasing ice cream sales. Did it work? Our records show that the increase was over 20 per cent a month! The old saw to the contrary, we had put all our eggs in one basket, and they all hatched! While sponsorship of programs of this type is frequently thought of in terms of men's wear, breweries, and other businesses which have a predominantly masculine appeal, dairies have usually hued to the all-family line, or have followed the juvenile radio path from living room to pantry. Without a doubt, these vari ous approaches have been successful. We incline to the theory that our broadcasts of sports has drawn an all-family audience. Surveys of listenership throughout the country bear out this belief. Had we broadcast only a few of the various sporting events, our audience would have been ^ limited to those interested in ^^ML that activity. By sponsoring all |j ^^ such play-by-play activities, we Jl 9 reach out to every sports fan, whatever his interest. And of one thing we are certain; there is no age limitation for the sports enthusiast. Junior, age eight, is as rabid a fan as grandfather, age 80, and each is a potential ice cream customer. Our sales increase bear us out in this. Then came Pearl Harbor. Merchandising and sales plans had to be completely reversed. Not radio, nor any (Continued on page 250) Celebrating this ammm his fiftieth year in the state of Florida is Alf R. Nielsen, president of the Alfar Creamery Co., West Palm Beach, Fla. Of Danish descent, and one generation removed from Denmark, his natural instincts led him to dairy farming. To increase his knowledge of dairy farming and production, he attended the University of Florida, further enlarged his horizon via a post graduate course at Iowa State University, Ames. After a stretch with the United States Extension Service in Florida, he realized the youthful dream, pioneered in starting the Florida dairy business. Pioneer Nielsen established the first dairy farm as Loxahatchee in 1917. In 1922 he formed the first pasteurized milk and ice cream plant in West Palm Beach. Three years later he went into seini-retirement with the sale of this company to Southern Dairies. Seven years later he was back in harness, and the Alfar Creamery has been going strong ever since. JULY, 1943 229