Radio showmanship (Jan-Dec 1943)

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JOHNNY ON THE SPOT News, reviews and tips on spot announcements in this column. POCKET FULL OF POSIES Mother's Day has become a big day in the business life of every florist, and it is largely through the organized efforts of just such groups that the public has taken the event to heart. What that one day means to florists may become a year around proposition if the radio campaign in Worcester, Mass., spreads across the country. Putting into practice the theory that it is better to give than to receive is the Worcester Florist Ass'n. In a novel idea of sending flowers to your mother on your birthday, the association uses the across the board spot before the one o'clock news over Wx4aB. Seven days a week, at 1:01 P.M. the 100-word news spot drives home its theme. NO GAMBLE Radio was no gamble for Gamble Stores, Bismarck, N. D. It drew to a straight 25-word chain break announcement, got a full house. Within two days, its KFYR announcement sold $1,800 worth of merchandise! Jack pot made radio dealer's choice. A good recommendation for radio advertising was manager H. B. Headley's opinion. "In view of the fact that we did not use any other form of advertising, we think these results were outstanding." For the advertiser who plays his cards close to his belt, spot announcements have proved their salesability time and again. COAL FACTS Kiglii years ago, Gillies-Guv, Lid.. distributors of Blue Goal. tr)ok on a six-times-a-wcck one-miiuiic spoi aii nouncement over CROC, llamiilon, Ontario. Evidence lliat (»illies-Glv had really smoked out somelhing: year-in, year-out, since 19.H5, ():()() I*.i\L listeners gel the (;iLLiEs-(;i'v I.^O-uoid Coal Facts. RADIO RIDDLED For the Jeeerev Leigh Siudios, Si. Paul, Minn., how to keep the photographic birdie twittering was no riddle. It riddled the WMIN airwaves with riddles. Six days a week its three spot announcements per day challenged listeners to solve a brain-teaser. Those who met the challenge, sent in a correct answer, received a certificate worth .'>2.50 on a $3.00 picture. Simple riddles kept photographers and dark room finishers working over-time. The takr in a single day: 73 correct replies. Into each of the 100word announcements went a different riddle for the audience to solve. W^hen 18 riddles a week began to tax the source of supply for simple riddles, Leigh switched to proverbs for listeners to complete. Riddle for which Leigh had no answer: why riddles proved to have more pulling power than proverbs. Taking a leaf from its own book of proverbs, Leigh decided that "A stitch in time sai>es tiinr," went back to riddles. DONE TO A TURN When Moeller's Gitv Bakerv, St. Augustine, Fla., took to the airlanes last year, \\TOY was its test oven for radio sales. Evidence that radio kept sales for Butter Krust Enriched Bread at the right temperature: 52week contract recently signed represents a 39 per cent increase in dollar volume over previous committment. Gurrent series of 832 transcribed spot announcements were produced by the W. E. Long Go.^ Chicago, 111. DECEMBER, 1943 421