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own Crier Tells and Sells
Consistent Use of Radio Charges Good Will Batteries, Strings Direct Sales Line for Central Illinois Light Company, Peoria
• Lit up over the 1943 Better Copy Contest award are Roy K. Dallas, sales manager of the CENTRAL ILLINOIS LIGHT COMPANY; scripter-producer Clara Walsh, and WMBD co-announcer Berne Enterline. CILCO'S experience emphasizes the value of radio's personal element. A friendly, informal approach brings a full measure of good will as well as direct and immediate sales returns.
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TEN minutes a day, Monday through Friday, since April, 1935, Vadio has given to the people of Cilcoland a tenminute message of good will, sales and service over WMBD, Peoria, III., for the Central Illinois Light Co. The Cilco Town Crier combines news and information on social and civic events with selling copy about Cilco gas and electrical apj^liances and service. If its long record ol service proves anything, it proves the \alue ol consistency.
lests made on the pulling power of The Cilco Town Crier have always been mosi gratifying. In 1935, Cilco sponsored a contest lor the oldest gas and light bill. Via radio only, 38 prizes were oliercd, including cash and electrical iippliances. Cilco received 892 entries! Three years later, when a Folo Forum contest was conducted among amateur
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photographers, hundreds of entries were received from persons living in 25 of the 35 towns in Cilcoland.
A Hidden Appliance contest held in the summer of 1939 was even more successful. Commercials were presented in the form of skits, and listeners were asked to list all gas and electrical appliances mentioned in the dramatizations. Two winners were selected each day, and they received Mazda bulbs, pin-up lamps, electric clocks, and things of that nature. Besides creating immense interest, the contest promoted toasters, percolators, ranges, heaters, and all the other appliances brought into the skits. Cilco salesmen reported that almost everyone they called upon listened regularly to the Town Crier.
Recently home canning and drying of foods was discussed on the program, and
RADIO SHOWMANSHIP