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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
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SNOW WHITE For Holyokc, Mass., moppets who couldn't sec Snoiv White in person when she appeared at Steiger's Department Store, radio served to bring the story-book character to life. A half-hour broadcast from its Children's Shop was Steiger's on-thespot way of pushing back the walls of that department to enlarge it to the dimensions of the WHYN listening area. A one-time broadcast beamed at mothers with young the sales messages were institutional. Stressed was the store's value to mothers in shopping for children's needs. Advance promotion included WHYN spot announcements. Evidence that the announcements didn't fall on thin air: audience fought for cartoons drawn by Disnev special assistant Dick Mitchell.'
Program consisted of an interview with Snow White, who also sang a song. Special events announcer Ward Gardner emceed the show.
Not only for special events does SrEi(;ER's find radio the happy mediiun. Monday through Saturday its one-hour WHYN offering is the Breakfast Hour, aired from 8:15 to 9:15 A.M.
AIR FAX: First Broadcast: April 8, 1944.
Broadcast Schedule: Saturday, 2:00-2:30 P.M.
Preceded By: The Shindig.
Followed By: Music.
Sponsor: Steiger's Department Store.
Station: WHYN, Holyoke, Mass.
Power: 250 watts.
Population: 5 3,750.
COMMENT: Utilization of good program ideas when they materialize is one
evidence of progressive sales techni(|ucs of the kind required to build both sales and prestige.
Manufacturers
ELKS CHARITY BASEBALL GAME For
15 years, the Elks Lo:x;e, Alameda, Cal., has sponsored an annual charity postseason baseball game. Money that the fans pay out to see the all-star major league players battle the stars of the minor leagues goes for the benefit of under-privileged children.
Something new was added to the picture when the 1943 season's end brotight the annual event into the limelight. That something was radio, and KROW, "The Baseball Station ." Advance KROW plugging brought out 7,000 fans. Stay-at-homes got the play-by-play description from the station which for nearly ten years has had exclusive broadcast rights in Oakland for Pacific Coast League games.
Broadcast was bankrolled by the McDoNOUGH Steel Co., a fabricating firm. Commercials time was devoted to furthering War Bond sales and securing l)lood donations.
AIR FAX: Charlie Tye and Jimmy D'Arcy, local baseball and sports personalities, miked the broadcast.
First Broadcast: October 24, 1943. Sponsor: McDonough Steel Co. Station: KROW, San Francisco-Oakland, Cal. Power: 1,000 watts.
COMMENT: Broadcasts of this kind are in line with the current interest in public relations by large manufacturing companies, others with nothing to sell directly to the public.
JULY, 1944
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