Radio showmanship (Jan-Dec 1943)

Berger & Teitlebaum, one of the southland's oldest stores, has young ideas. AVhile it's slogan, "Loveman's, the Satisfactory Store for 80 Years" brings up memories of lavendar and old lace, it offers a six-times weekly quarter-hour over WLAC, to Nashville, Tenn., ladies. Although Alice went through the Looking Glass into Wonderland, listeners go Beyond the Looking Glass into a world of lingerie, toilet articles, gloves, dinner sets, cosmetics, other things dear to the feminine heart. Soft music by song-bird Ruth Douglas aids and abets The Lady From Loveman's, Virginia Mansell. Copy is written in the first person. While show is designed to create an Alice in Wonderland illusion, no optical illusion are returns from the series. Store tests point up the fact that blouses, sweaters, other small items, lend themselves to radio promotion better than more costly items. Loveman buyers are notified when their departments are featured. Cards at point-of-purchase, lobby display and window cards are used to tempt listeners to peek Beyond the Looking Glass. AIR FAX: First Broadcast: October, 1942. Broadcast Schedule: Monday through Saturday, 11:15-11:30 A.M. Preceded By: Kate Smith. Followed By: Helen Trent. sponsor: Loveman, Berger 8C Teitlebaum. Station: WLAC, Nashville, Tenn. Power: 5,000 watts. Population: 167,402. COMMENT: While a straight merchandising show with musical interludes is almost the standard format for department store radio advertising, such programs have been productive of sales. Retailers who use radio most successlully usually add other programs to their sdicdulcs with more entertainment or educational value lo round out the piclure. Drug Stores TOMORROW'S MENUS TODAY AVhat with food shortages, ration books and the increased cost of living, the housewife is at her wit's end when she sits down to plan her family's bill of fare. There may be food on the pantry shelf for the next meal, but tomorrow is indeed another day. The cook finds the problem a pretty kettle of fish. To bring order into chaos, Snyder's Drug Stores serves Duluth, Minn., listeners with Tomorrow's Menus Today over KDAL. Current rationing news, OPA information, shopping tips and balanced menus as suggested by members of the nutrition council of the Arrowhead chapter, American Red Cross is Snyder's wartime aid to women. Theme song: What's Cook in'. Mecca for housewives planning well balanced, nutritious and point-saving meals is the five-times-a-week, fiveminute offering. To-the-point commercials stress the exclusive with Snyder's Multi-Caps vitamin tablets. Snyder's clarion call to women was first heard in a series of courtesy announcements aired the week preceding the first broadcast. Window posters featuring conductor June Lange, timeand-station data, flanked with American and Red Cross flags appeared in Snyder's entrance window, and in the window of the Bank of Commerce & Savings. A Snyder counter display featured MultiCaps and news of the show, gave Snyder's another way to show its colors. Newspaper publicity in Radio Beams, a weekly column run in 15 weekly newspapers in Duluth and on the Iron Range, also put listeners on the alert. air FAX: First Broadcast: May 17, 1943. Broadcast Schedule: Monday through Friday, 10:40 10:45 A.M. Preceded By: News. Followed By: Aunt Jenny. Sponsor: Snyder's Drug Stores. Station: KDAL, Duluth, Minn. Power: 1,000 watts. Population: 101,065. COMMENT: Depleted stocks in America's hard hit drug stores have left an unfamiliar emphasis on drugs. Sponsor here juggled available merchandise, turned to radio to help it squeeze the last drop from one of its least battle scarred departments. Program content neatly backstops its commercial message. Ad\ertisers who help simplify wartime problems also perform a public service. 310 RADIO SHOWMANSHIP