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SPECIAL PROMOTION
Short radio promotions that run but a day, a week, or a month yet leave an impression that lasts the year around.
Department Stares
EASTER DAY PARADE Milady in her new Easter bonnet didn't have to worry lest her new costume go unnoticed in Holyoke, Mass. On the spot with its mobile unit to follow the morning and afternoon Easter fashion parades was AVHYX. Listeners so inclined cotdd thank McAuslax & AVakelix Co., department store, for its institutional gesture.
On hand to cover things in general, ladies' styles in particular were annoiuicers \Vard Gardner and Helen Hope. Both broadcasts originated as congregations filed out from church services, and all churches were covered on the roving assignment. To each parishioner interviewed went a corsage with the compliments of McAusLAN Sc Wakelin.
AIR FAX: Ad lib interviews were the mainstay of each of the two half-hour broadcasts. First Broadcast: April 25, 1943.
Broadcast Schedule: Sunday, 10:30-11:00 A.M.; 3:30-4:00 P.M.
Sponsor: McAuslan 8c Wakelin. Station: WHYN, Holyoke, Mass. Power: 250 watts. Population: 5 3,750.
COMMENT: \\'hile sponsor here passed out corsages, orchids go to the advertiser for an original idea that may be adapted to any community, is almost certain to reach a high audience potential.
Department Stares
GOOD NEIGHBOR TALKS While there's much talk about the Good \eighbor Policy, it takes more than lip service to put theory into practice. When the C. R. Anthony Stores put its name to the first single-station international broadcast of its kind over KRGV, Weslaco, Tex.,
added was a new link in the friendship chain.
Act of friendship was the broadcast of good neighbor talks by governors from both sides of the Rio Grande. Program
originated at the Third Annual Agriculture and Industrial Exposition of Victoria, Tamaulipas, Mex., and was arranged as a feature of the first extended good-neighbor trip into Mexico by a governor of Texas. In the 30-minute broadcast from Mexico arranged with the approval of both American and Mexican governments, the two governors exchanged pledges of continued and accelerated efforts toward InterAmerican relations.
AIR FAX: Chief engineer Lewis Hartwig supervised the hook-up. Staff announcer Bob Stephenson drew the emcee assignment. First Broadcast: September 11, 1943. Sponsor: C. R. Anthony Stores. Station: KRGV, Weslaco, Tex. Power: 1,000 watts.
COMMENT: With special broadcasts of this kind, advertisers draw dramatic attention to their contributions to the cultural and civic progress of the communities in which they serve. (For a complete story on the radio activities of this advertiser, see RS, June, 1943, p. 192.)
FEBRUARY, 1944
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