Radio showmanship (Jan-Dec 1944)

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SHOWMANSHIP IN ACTION Promotions and merchandising stunts that will lift a program out of the ordinary. Department Stores SONGS FOR HEROES For Gimbel Brothers, Philadelphia, Pa., department store, it isn't enough to know what are the favorite songs with servicemen. It also wants to know why. To get the answer, Gimbel's passes out cigarettes and candy on its thrice weekly quarter-hour series. Featured on the evening show are request songs and melodies to please the serviceman's fancy. Songs are those favored either by servicemen, or their families and sweethearts. To the writers of the three best letters of no more than 100 words telling why a particular tune is best liked go, (1) a two-pound box of candy for wife, sister, mother or sweetheart, and (2) two cartons of cigarettes. Built to prorriote Gimbel's Young Budget Shop for Junior Misses, the show got Gimbel's blessings and a good send-off. A window display promoted the series, and blanks were available in the Young Budget Shop for liandy letter-writing. AIR FAX: To promote its Fabric Center, Gimbel's also scheduled a Radio Sewing Class. Air class meets six times weekly in early afternoon, will continue for an indefinite period. First Broadcast: October 10, 1943. Broadcast Schedule: S-T-F, 10:15-10:30 P.M. Sponsor: Gimbel Brothers. Station: WIP, Philadelphia, Pa. Power: 5,000 watts. Population: 1,072,545. COMMENT: Sponsor here practices one of the fundamental-for-radio-success pre cepts for department stores. Departmentalized radio, giving each program a specific job to do, has sold many a not-sosold department store executive on the airlanes. Institutional efforts can be coordinated with departmentalized radio, and showmanship does the rest. Drug Products VICKS NEWS When Vicks bought time on KTHS, Hot Springs, Ark., the matter didn't rest there. Out w^nt letters to dealers throughout the KTHS sales area giving details of the quarter-hour noon news on a thrice weekly schedule. Counter cards for drug store display, plus personal calls on dealers were also a part of the package. Dealer letter was designed to build good will for Vicks Vaporub and Vicks Va-tro-nol, went hand-in-glove with the radio program built to establish consumer and distributor preference. In addition to time-and-station data, letter told dealers how they could profit from the Vicks sponsorship. Example: ''You can get some swell added business for your store if you give Vicks Vaporub and Va-tro-nol extra display . . . keep a few packages on a good counter . . . put some in your xuindows . . . and then see if your sales this year on these two products don't Jiit a new liigh." Follow-up dealer letter with counter card included suggests that dealers place the 41/2x6 inch card on the back of the (ash register, under the change (ounter glass or in the window. air FAX: Veteran mike-man and newspaper reporter Frank A. Browne doubles in brass, is the KTHS program director, also handles this show. Broadcast Schedule: M-W-F, 12:00-12:15 P.M. Preceded By: National Farm and Home Hour. Followed By: Dixie Mountaineers. Sponsor: Vicks. Station: KTHS, Hot Springs, Ark. Power: 10,000 watts. Population: 21,370. COMMENT: Radio programs give nalioiKil ad\ciiiscis something to write 28 RADIO SHOWM ANSH I P