Radio showmanship (Jan-Dec 1944)

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a big way: tlu La Rosa Macaroni booklet tempted 2'6,llb housewives in -^^^ weeks; 13,141 listeners added the MorRKi.L E-Z Cut Ham recipe book to their collections in two and a hall months; 10,414 wrote for the Kemp's Sun-Rayed 1 oMATo Juice recipe book in three and a hall months, and in seven weeks, 7,945 requested the Lea & Perrins Recipes of Famous People book. Commented Victor Friend, president of Friend Bros.: "Lve been baking beans for over 40 years, but I never knew how really good they were until I heard Marjorie Mills talking about them on her broadcast. I came near going out and buying a can mvself!" air FAX: Daily, at 12:30 P.M. listeners hear the half-hour Marjorie Mills Hour over WBZ. Bo ton. Mass.; WTIC, Hartford, Conn.; W.IAR. P-ovidence. R. I.; WCSH, Portland, Ma., and WLBZ, Bangor, Ma. Personal appearances by home e-onomist Marjorie Mills at independent ma*-kets, chain groceries, food shows, cooking schools and women's cluh-^ help boost the stock of participating sponsors. Where possible, brand names a'-e used in recipes, menu suggestions and household hints. Full cooperative sales and advertising schedules with the maio-itv of the '-hain stores, voluntary cronos and independent markets are secured on a rotating s'-hedu'e for the adverti'^ed p-oducts. Sales tie-ups are scheduled weeklv, with flyers, window posters and newspaper advertisements. Cut-in announcments at the conclusion of each broadcast by local station announcers call attention to the stores in each area holding special Marjorie Mills Hour sales. Additional merchandising tie-in: a chain of ove' 1,000 A-1 grocery outlets displaying the Marjorie Mills Hour Seal of Approval decalcomania. Each store disoiaying the insignia is known and recommended as Marjorie Mills Hour Shopping Centers. Sponsorship is scheduled twice weekly on a rotating basis for each advertiser. First Broadcast: 1937. Broadcast Schedule: Monday through Friday, 12:30 1:00 P.M. COMMENT: Manufacturers without number have foimd that the home forum series with an established commentator is a short-cut to market penetration and continued success. What is done locally in most cases is here done on a regional basis with that much greater area coverage. Groceries A WOMAN VIEWS THE NEWS In March, 194.^, WFBR, key station for the Maryland All-Home Network, had a li\(-minute pel iod available al 1:00 P.M. for news, lo reach the housewife in the WFBR, Baltimore, VV|F[, Hagerstown, and WBO(^, Salisbury, markets, the spot filled the bill for C^ouriland D. Ferguson, Inc.. advertising agency handling the J. H. Filbert Co. acc(3unt. Fhe product they had to sell was Mrs. Filbert's Margarine, a product bought by women, with a woman's name, and actually a woman directing its manufacture. Why not a woinan to do the news to give a different twist to a straight five-minute news period? Ergo, A Woman Views the Neivs had its start, with veteran mikestress Kitty Dierken as commentator. Ever since, A Woman Views the Nexus has been directed at the women of Maryland to acquaint them with the fresit taste of Mrs. Filbert's Margarine. Commercials clocked at from 30 to 45 seconds tell in a factual way the advantages of the product. When the show was but six months old, an offer of a margarine recipe booklet was made on one program requiring a box top from a one pound package of Mrs. Filbert's Margarine then selling for 29 cents and requiring six red ration points. All entries were due in a three day time limit. When the deadline arrived, the mail count on that one-time annoinicement totalled 120 eligible entries. What the J. H. Filbert Co. has to report: larger distribution as the result of this program. Feather in its cap for A Woman Views the Neius: while spot announcements for Mrs. Filbert's Margarine are heard on many radio stations where the product is distributed, the news program is the only show^ being used. air FAX: News commentator Dierken, with more than one iron in the fire, has been heard over Baltimore stations for the past seven years, currently does a daily morning advice to the lovelorn halfhour series, and a quarter-hour Counter Chatter show three times weekly over WFBR for a Baltimore department store. First Broadcast: March 15, 1943. Broadcast Schedule: Monday through Friday, 4:004:05 P.M. Sponsor: J. H. Filbert Co. Station: WFBR, Baltimore, Md.; WJEJ, Hagerstown; WBOC, Salisbury. COMMENT: Advertisers throughout the country whose product appeals to wom AUGUST, 1944 283