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"NoLDE Brothers wanted a program with universal appeal, one that would reach every type of listener, young or old, man," woman or child," explains H. W^illiam Nolde, president of the Nolde Brothers Bakery. "I can sincerely say that if we were a network advertiser with unlimited funds, we could not find a more popular program than TJie Korn Kob biers.
PAINT SUPPLIES Cleveland, O.
To give war workers and housewives a late afternoon novelty show, increase its own business, the S. C. Wagenman Paint Co., Cleveland, Ohio, presented The Korn Kob biers over WHK five times a week at 5:00 P.M. Listener reception of the quarter-hour of corny melody and humor successfully beat the sales drum for Wagenman.
BEVERAGES Philadelphia, Pa.
Popular was the Jacob Hornung Brewing Co.'s merchandising hook. For one hour after each broadcast, telephone calls were made at random from the directories of Philadelphia, Pa., its suburban areas. WFIL listeners were tipped off to answer telephone calls with, '' Hornung' s . . . the All-America?! Beer." The pay-off: five bucks! During the 60minute post-broadcast period put through were 35 calls.
Newspaper ads in four Philly sheets for two weeks after the series started pyramided listening audiences; car cards in both Philadelphia and suburban transportation systems kept the wheels rolling. Distributed by arrangement with Liberty magazine carrier boys to Philly homes were 25,000 broadsides calling attention to the show. Salesmen for Hornung's had complete information to pass on to dealers and distributors. Series was heard on a three-times-a-week sked^t 6:15 P.M.
Within two months after this feature was first released, it was heard on 70
stations llnoiighoui ihc (ouuha lor brewers.
AIR FAX: Each program is a complete 15-minufe show with theme music to be faded for the commercial announcements. In addition to The Korn Kobblert' orchestra, series features such guest stars as Alan Courtney as master of ceremonies; vocalist Charlie Wayne; comedian Redd Evans, and soloist Kay Lorraine, singing star of the Lucky Strike Hit Parade. Typical offering: Ida, featuring Nels Laskso and the trumpet; Sipping Cider Through a Straw as sung by Charlie Wayne; Georgia On My Mind with warbalist Kay Lorraine, and a novelty arrangement of Three Blind Mice. Dramatic skits and comedy bits splice the main brace. Latest edition of the musical variety show: Kornegie Hall. Episodes: 312. Producer: Frederic W. Ziv.
COMMENT: Radio as a means ol personal salesmanship hinges above all else upon the selection of a popular program. Programs of this kind give the local and regional sponsor a powerful sales weapon with which to compete with the national advertiser. Here is one way for the advertiser to get expertly executed radio programs that are national in dominance and effectiveness but purely local in cost.
Ti/J^S tN
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NOVEMBER, 1943
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