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Commercials Take a Back Seat Hut nnfitiniiniis Service Sells
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liyB.B.McGIMSEY.vicepres., [jeneral mgr. of Pearl Brewery
Newscaster Riddell
SIX YEARS would have given Methuselah barely lime for a good yawn, but, for a wide-awake institution like the Pkari. Brewery, San Antonio, Tex., it has proven to be a period rich w^ith adventure. It has also produced the kind of fruitful response that's the answer to an adman's dream. For six continuous years, Pearl Brewery has sponsored a 15-miniUe newscast: same time nightly, 10 P.M., seven nights a w^eek; same station, WOAI. For six years, at the same time each night, the people of San Antonio and the Soiuhwest, have been greeted with the familiar sound of the news bug, introducing "the nexus of tJie day and night, gathered from throughout the world, and brought to you
for the th night at this hour" (well over 2,100 times
now') 'V/5 a service of the Pearl Brewery of San Antonio." For six years, at 10:15 P.M., they've listened to the familiar, l)ui now famous slogan that is a friendly reminder to always say "Bottle of PEARL, please!" Even on Sunday nights when all commercials are dropped, and no reference whatever is made to source of sponsorship, the news-minded get the traditional bug with which to set their w^atches, as w^ell as all the news of imjjortant (xcnts that have transpired.
Pi ARE Beer newscaster is WOAFs Corwin Riddell, whose talents inchide a c hnil\ of enunciation combined with a rapidit\ of s}:)eech as sparkling and eflervesceni as Pearl I^eer itself, and w^hose voice, heard longer than any other on this, San Antonio's hjrgest single locally-sponsored radio ])rogranL has become traditionalK associated by millions wdlh the product he advertises, namely. Pearl Beer.
J'radition? Ves! Throttgh six c: o n t i n u o u s y e a r s t h e P I-. ARE Br !•; w !•: r y ' s n i g h 1 1 y newscast has become almost as legendary as Methuselah himself! Few jjeople remember when it began. It's a program thai now seems to have always been there seven nights a week, 52 weeks a yeai, eveiy year! 'Fhroughout the years it has repoi ted events which aie now almcjst ancient history; the Ohio call h (| iia kc, the ('\j)losion
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RADIO SHOWMANSHIP