Radio showmanship (Jan-Dec 1943)

Record Details:

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Ihought lu Ad Campaign Builds Week End Sales mager, Winston & Newell Co., lies Moines it is necessary for those listening to our program to have our newspaper ad before them. There are about four throws of the dart during the 25-minute program, and Wliilc we have no accurate iiuiliod ol cliecking resuhs, I will say thai the combination of the taclio progiam and the newspaper ad has done a wonderlul job for our SuPKR Vai.u Siorks. About the only check we have is the lime it lakes for a woman to call in after the name ol the street is announced, and these teleplione calls have been coming in almost instaiuly. It indicates that quite a few people in all parts of the city listen to the program. We don't j^retend to understand the technical side oi radio, but we do understand results. We don't know whether it is the radio, or the newspaper, or the combination of both that is getting the business, but as long as it is working, we are going to leave it just the way ii is. in addition, we have what we call a bonus prize. At the beginning of the program, an alarm clock is set, and the first person to telephone the studio after the alarm rings receives the bonus prize and two dollars. Because the format of the program is flexible, it also gives us an opportunity to push certain items of merchandise as the occasion may arise. Right at the present time, for example, in addition to the two dollar prizes and the bonus prize, we give a pound of Red Rooster Coffee to each winner. This gives us an opportunity to mention Red Rooster Coffee more often on the program without seeming to have the program too full of commercials. DECEMBER, 1943 413