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. Bakeries SAM ADAMS YOUR HOMEFRONT QUARTERMASTER No man knows the wartime trials and tribulations of the corner grocer better than Sam Adams Your Homefront Quartermaster. Genial Sam knows because he is one himself. To ring the bell with grocers in Vincennes, Ind., Bell Bakeries brings Sam, his friends and his customers to WAOV listeners three times weekly. To bring the show into focus for each and every local grocer, Bell stocked its larder, staged a buffet supper for the men and women in the area who provide the housewife with her daily bread. Further indication that Bell Bakeries knew its groceries when it came to radio: window and showcase displays, posters on delivery trucks and direct mail-togrocers. Bell's sponsorship of the series designed to soften the blow of rationing, scarcities, et al, for grocers, was a bountiful spread of strictly unrationed good will. AIR FAX: A tailored, transcribed series, Sam Adams combines first rate entertainment with educational content for the consumer. To keep the educational content Grade A, strictly fresh, the series is cut a week at a time, is aired the following week in all parts of the country by food accounts who are garnering good will today for the fruit it will bear tomorrow. First Broadcast: November 8, 1943. Broadcast Schedule: M-W-F, 9:30-9:45 A.M. Preceded By: What's New. Followed By: Markets and News. Sponsor: Bell Bakeries. Station: WAOV, Vincennes, Ind. Power: 250 watts. Population: 18,228. COMMENT: While good will itself is an intangible asset, very tangible are the methods by which it is built. Here is a current, timely series designed to accomplish (his one purpose. Wisely, sponsor here used everything in the book to call the grocer's attention to its sponsorship. Drug Products WEEK IN REVIEW While mother may rock the cradle, thereby rule the world, the infant in that cradle is the person who rules the roost. To reach His Majesty the Baby through his parents, the Wm. W. Lee & Co., makers of Save the Baby, a cold product, offers WSNY listeners in Schenectady, N. Y., its environs, a weekly summary of the news. Key that opens the front door for the Wm. W. Lee %z Co.: offer to listeners of a five dollar War Stamp plus a product sample for questions on the news. Those answered on the broadcast draw the bonus. No proof-of-purchase is required. Listeners merely send in questions of general interest, be they on news, science or what-have-you. Commentator, analyst, poet and philosopher Jim Healey is the man who presents the weekly parcel of international and domestic news. Oddities, human interest bits, other items calculated to draw the listener's ear, make up the quarter-hour. While Save the Baby Cold Remedy has for 70 years had a place of honor in the family medicine chest, the Week in Review is the first time Wm. W. Lee has used a network. Program originates from WSNY, is also heard over the New England Regional Network. Review of mail response indicates that mother and dad lend a willing ear to current events. AIR FAX: Announcer Bob Wallance handles the commercials. First Broadcast: October 10, 1943. Broadcast Schedule: Sunday, 4:30-5:00 P.M. Sponsor: Wm. W. Lee, Inc., Watervliet, N. Y. Station: WSNY, Schenectady, N. Y. Agency: Leighton & Nelson Adv. Agcy. COMMENT: For the advertiser who would have his news broadcast cited for sales activity above and beyond the line of duty, merchandising angles provide that something extra which is needed. FEBRUARY, 1944 67