Radio showmanship (Jan-Dec 1944)

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SHOWMANSHIP IN ACTION Promotions and merchandising stunts that will lift a program out of the ordinary. Photaqraphers BLESSED EVENTER In Washington, D. C, the bird with the long legs doesn't slip into town tinheralded. Almost before he's had a chance to Hap his wings the news is broadcast over W'VV'DC^ to interested liiiteners. Listeners are requested to send news of new arrivals, and each new mother receives a gift certificate from the White Photo Studios entitling her to a free picture of the infant within six months. Co-sponsor Mortons Babvland presents each mother with a certificate which entitles her to a record book for the new baby. Blessed event for Blessed Eventer was ihe addition of a new feattne designed to hcl]3 expectant mothers. In Modern Mother, a (ive-miniUe feattire, Mortons' advertising manager, Mrs. Nora Lamborn, answers listener-sent questions and gives sound advice to those in the process of knitting tiny garments. AIR FAX: Format: one musical number selected to remind mothers of ttieir own childhood, then stork news, followed by Modern Mother. First Broadcast: November 15, 1943. Broadcast Schedule: Mond<iy through I'rid.iy, 1:0'>1:20 P.M. Preceded By: Captain Cash. Followed By: Music. Sponsor: Mortons Babyland; White Photo Studios. Station: WWDC. Washington. D. C. Power: 250 watts. Population: 663,091. COMMENT: Give-aways provide the ad\ertiser with a very direct contact with the \ery group he most wants to reach. When the give-away is one that will have product reminder value over a period of time, the device is particularly effective. Hatcheries COLLECT CALL When WKNE listeners hear the words, "Call me collect" there's plenty on which to collect. For answering correctly one simple qtiestion, the listener stands to win either dollars or Nedlar Farm baby chicks. Thrown in for good measure is fun and entertainment on the half-hour feature. Each day listeners from different areas are in\ ited to call the WKNE studio. For correct answers to questions, the pay-off is one buck or merchandise prizes, no strings attached. Listeners hear calls both ways. Musical (illins help pace the show. air FAX: Emcee is Ted Beebe. Manipulator of the ivories is Eric Crowther. First Broadcast: April, 1944. Broadcast Schedule: Monday through Friday, 1 1 :0011:30 A.M. Preceded By: Ruth Redington. Followed By: Bright Horizon. Station: WKNE. Keene, N. H. Power: 5,000 watts. Population: 13,8J2. COMMENT: Intel est iiig is the \ariation here on tlie usual telej^hone-callmade-at-random (jiii/ show technicjue. in its la\()r is the fad that such a pro(C'duie gives everyone an ecjual chance, allows for greater audience participalion. Men's Wear KENNEDY'S WORLD NEWS ROUNDUP When Kknnii)^ 's Inc., New England (lothieis, took on sponsorsliip ol NBd's 278 RADIO SHOWMANSHIP