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adapted to department store merchandising as it is to any other field. While the amateur program is effective in communities where there is a guaranteed supply of talent, sponsor here wisely does not put all his eggs in one basket, uses a variety of programs.
Drug Stares
THE OLD REFRAINS Songs of other years, TJte Old Refrains, have carried CKOC listeners through the years with Campbell's Drug Stores. Since October, 1941, Hamilton, Ont., listeners have taken a weekly musical stroll down through the years in which Campbell's has served the community.
Window cards in the three Campbell stores help increase the tune-in on the tuneful quarter-hour of transcribed music. Newspaper plugs also pick up new passengers on the musical caravan. Not burdened with commercial freight is this institutional vehicle. Opening and closing credit lines with a short center commercial which stresses service in prescriptions, quality in drugs and drug sundries leave time galore for music.
air FAX: With only a two months break in the summer of 1942, the show has been on the air consistently since its inauguration. Themed by Kreisler's Old Refrain, the series features old songs and melodies.
First Broadcast: October 5, 1943. Broadcast Schedule: Sunday, 5:15-5:30 P.M. Preceded By: Double Feature.
Followed By: Songs Our Soldiers Sing. Sponsor: Campbell's Drug Stores. Station: CKOC, Hamilton, Ont. Power: 1,000 watts (d). Population: 155,547.
COMMENT: It takes no Midas mine to present a radio program of this kind, yet advertisers without number have found that musical notes are changelings with a way of becoming bank notes. While such programs create no great stir, they go on year after year doing a good job with ever increasing audiences.
Groceries
NEWS Until the Nathan Rosenblum & Co., distributors of Golden Dawn Quality Foods offered over the air a dutch oven casserole with the purchase of a bag of Occident Flour, its campaign was a dud. Not cold was the dutch oven when it was offered over WKBN, Youngstown, O. Exhausted within ten days was the supply of dutch ovens.
air FAX: News is the gilt edged listener security for this tri-state wholesale grocer.
Broadcast Schedule: Monday through Saturday, 7:458:00 A.M.
Preceded By: March On to Victory. Followed By: World News.
Sponsor: Nathan Rosenblum Co., Sharon, Pa. Station: WKBN, Youngstown, O. Power: 5,000 watts (d). Population: 211,251.
COMMENT: Through the proper use of self-liquidating premium offers, radio produces millions of traceable sales of package products in terms of box tops and labels for as low as 1.7c per sale.
Groceries
A WOMAN WONDERS AVhat are women doing, and thinking? AVhat are their opinions, beliefs, and attitudes toward current news of general interest? A Woman Wonders, in the person of KJR's Ann Sterling. Not wondering about listener loyalty was the Washington State RelAiL Grocers & Meat Dealers Ass'n., when A Woman Wonders went oiu six months ago under the
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RADIO SHOWMANSH I P