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SHOWMANSHIP IN ACTION
Promotions and merchandising stunts that will lift a program out of the ordinary.
Automobiles
BASEBALL SCORES AVhen it comes to matters of moment relative to the national pastime, the baseball fan doesn't want to take any decision on the say-so of the official who makes the ruling. The man who follows swat realm doings wants to know for himself the official rules. Aaron Heitin & Co., Worcester, Mass., used car dealer, helps things along. WTAG listeners are offered the 1944 official baseball rule book. Letters average 50 per announcement.
While Aaron Heitin had previously used spot announcements without scoring a hit, Baseball Scores proved a winning combination. To establish the firm's name in the Worcester market is the piu'pose behind the series. Businessbuilding slogan: Aaron Heitin doesn't bariyain . . . it buys. Program closes with a jingle to the tune of Hinkey Dinkey, Parlez-vous, e.g.: "Aaron Heitin will buy your car, old or new; AaronHeitin xuill buy your car, old or new; Aaron Heitin will buy your car, and give you the most for it by far. That's the thing for you to do . . . see Heitin flow."
AIR FAX: Format includes a brief introduction, a > 0-word commercial, baseball scores, center commercial, summary and highlights of the day's games. Commercial jingle signs-off the five-minute series which features sportscaster Phil Jasen. First Broadcast: April 16, 1944. Broadcast Schedule: Daily, 11 :15. 11:20 P.M. Preceded By: News. Followed By: Lean Back and Listen. sponsor: Aaron Ffeitin &. Co. Station: WTAG, Worcester, Mass. Power: 5,000 watts. Population: 19 3,694.
COMMENT: Not the least of the manv services that radio has performed for ad\ertisers is the establishment of trade marks and firm names. To achieve this end, programs have more to recommend them than a spot announcement campaign.
Department Stores
STAR SPANGLED ACTION .\mong women who ser\e on the homefroni, there's plenty of Star Spangled Action that goes unheralded and unsiuig. Not so in St. Paul, Minn., where the E.\ipORiiM performs its daily good deed by means of a quarter-hour institutional series.
First half of each program is devoted to an interview with a representative of some local cit\-wide ci\ic group. Activities of the group, with emphasis on some current worthwhile projects are what the Emporium's Community Hostess stresses in the interviews.
Star Spangled Action really glistens in the second half of the program. Each day the Emporium proudly hails the Woman of the Day for her effort in some phase of homefront war acti\ity. Chosen by the Star Spangled Action committee for her efforts above and beyond the line of duty, the Woman of the Day is presented with an engra\ed citation on paidmient paper. W^hat is ^^^i^ten thereon lor posterity to read:
"Proudly We Hail NAME
as Woman of tJie Day
for UnselfisJi Patriotic Sen'ice to
Coiniuunity and (^.oiinlry in
Time of ]\'ar.
Presented at
The /'.nifforiinn (loninnnnly ('.enter,
Saint l*<iiil, Minnesota,
this day of
/// the Year of Our Lord Nineteen llinidred and I'O) ly-four."
Contacted by letter were some 4,000 Si. Paul Victory Aides. Each was asked lo ii);iki' he) suggestion as lo women
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RADIO SHOWMANSHIP