Radio showmanship (Jan-Dec 1944)

the program. Those who correctly answer the questions receive cash prizes. Those who answer the first question correctly receive one dollar, and if the second question on Remar Bread is also correctly answered, the prize is doubled. The series is heard three times weekly, at 11:00 A.M., and Remar has as evidence of intense listener interest, the 2, ()()() registration cards which were returned within one week after the program was first heard. The very fact that only rarely is a telephone call not completed is additional evidence that this KR()\V program has a loval audience following. While the Hostess Room was designed almost entirely for its consiuner good will, Calling All Kitchens builds boih (onsumer preference and dealer good will. Colorful ]joiiU-of-sale advertising invites grocery customers to register for (Idlling All Kitchen cash prizes. Customcis register at neighborhood stores. Each gio(C'r whose cuslomer wins a prize is ;ils() awarded a dollar, and the Remar (li i\( I Avho services that grocery account gets a like amomit. riial dealer tie-in should !)(• emj)hasi/((l. While consumer good will (aiuiol be ignoied, neither can the wholesaler alloicl to overlook the value of the |)iel « A tasty dish was REMAR'S conclusion about its first concentrated radio drive in 1940. The stage for its KROW series: the Remar Hostess Room. REMAR'S own home economics expert, Kathleen Jensen, presides. erential sales ptish a dealei' can give a product. W^ith Remar, dealer cooperation is so important that it has recently supplemented its KROAV scheciule with a transcribed series, Sam Adams, )'()i(y Homejront Quartertn aster. This series is designed primarily to pat the grocer on the back, and secondly, it sells the public on the wartime job the neighborhood grocers are doing. A serial show in technicjue, production and drama, the programs salute the local groceryman whc:) serves on the home front. A heavy merchandise effort directed at grocers su])ports this effort. Pioneer efforts over KROW c()n\ inced Remar of the value of radio advertising, and in its natmal desire to broaden the scope of its service, Remar has further expanded its radio schedule. It now uses time on three San Francisco stations, and two East Bay stations. All of these programs are coordinated with other Remar advertising activities. Most of these programs are slanted at the feminine auclience, and in the selection of ladio time, Remar has taken lime at which it can expect to catch the feminine ear. This is, of course, logical, since while women in noinial times may not be the bread icinncrs, the\ are the bread buyers. This does not mean, of course, that in apj)ealing to women, Remar is limited in its program selection. Ihe very progiam \ariety is one of the leasons for Remar's radio success, since the more \ai ied the program schedule, the wider 154 RADIO SHOWMANSHIP