Radio showmanship (Jan-Dec 1944)

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jiiorning World Nexos Roundup, it didn't wait lor Father Tinie to build up an established audience. Kennp:i)^ 's gave the man with the scythe a boost, staged one of the most thorough promo lional campaigns in th(^ histor\' ol the Boston, Mass., area. [ust prior to the first broadcast, Iront page ads were carried in all Boston, Springfield, Lynn, Salem, Brockton and Worcester newspapers. Then followed, for the first week, daily run of advertisements in all these communities. Within the store itself, Kennedy's didn't leave anything to chance. Every counter in each of the Kennedy's stores displayed a placard playing up the fact that invasion news direct from the fighting fronts is heard six mornings weekly o\'er VVBZ and WBZA at 8:00 A.M. In the Boston store there was a special window display in which the typical American home scene was recreated, showing the anxious listener seated close to his radio, studying War maps. Suspended across Summer street, in the heart of the Boston shopping area: a large sign informing passers-by of the special invasion news service which Kennedy's presents. Coiutesy spot announcements at frecjuent intervals also remind listeners of the seiies. AIR FAX: First Broadcast: May 15, 1944. Broadcast Schedule: Monday ttirougli Saturday, 8:00 8:15 A.M. Preceded By: Varied. Followed By: Wax Museum. Sponsor: Kennedy's Inc. Station: WBZ-WBZA, Boston, Mass. COMMENT: The man who buys a radio program, expects radio to be the miracle worker, always Hnds that coordinated effort within the limitations of the budget are well worth the time and effort. Participating JUNIOR 730 CLUB Junic^r and the junior miss are both a])t to tease for things "just like mother's or dad's," and there's no rest until they get it. In Portsmouth, N. H., there's peace and quiet at least on one count. Mother may fiave her WIIEB 7')0 Club, but the small fry has its Junior 7'yO Club. Both shows share the same participating sponsors. What established the new series with its youthful listeners: theatre passes, and gifts from merchants to Junior 750 Club members. Gifts to club members whose names are drawn at random must be c laimed within ten days, and response to date is close to tfie 100 per cent level. With a first-broadcast nucleus of 50 members, the average weekly increase by post-card count is 50 new members. Prospective members fill in a membership request form, get a post-card certihcate of membership in return. AIR FAX: SIiow goes on the air each Saturday morning at 9:30, features birthdays, stories, music, and interviews with members. Membership is limited to tho:e under 16 years of age. First Broadcast: March 25, 1944. Broadcast Schedule: Saturday, 9:30-11:00 A.M. Station: WHEB, Portsmouth, N. H. Power: 1,000 watts. Population: 25,000. COMMENT: How effective a youthful salesman can be is indicated by the continued appeal to the home through its children by some of the largest network advertisers in the country. Wisely, such series usually incltide plenty of giveaways, other things equally important to childhood enthusiasms. AUGUST, 1944 279