Radio showmanship (Jan-Dec 1944)

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Department Stares SHOWMANSHIP IN ACTION Promotions and merchandising stunts that will lift a program out of the ordinary. Dairies ESKAY NEWS Back in the days of World War 1, '77/ tell the world" was hot stuff. Reminding people in Fort Wayne, Ind., to do just that is the Eskay Dairy Co. Its motto developed in connection with its WGL quarter-hoin^ offering of Eskay Neivs: "Tell the world your news." Paper collar fitted around the neck of every bottle of milk from the Eskay Dairy provides space for customers to fill in news items about parties, comings and goings of servicemen, oddities, weddings, club and lodge news, other personal items of that nature. Items are then collected by milkmen on their routes, turned in to be sorted and prepared for broadcast on Eskay News. AIR FAX: Broadcast Schedule: Monday through Friday, 5:00-5:15 P.M. Sponsor: Eskay Dairy Co. Station: WGL, Fort Wayne, Ind. Power: 250 watts. Population: \ 17,246. COMMENT: Direct ticins between pro gra in o ii e r i n g a nd route men make em }jloyees feel that the company is making a real effort to give them ba( king. l)i i\c'is thus get an extra stimnlanl lor renewed sales elf oris. Eor sponsors who want to (apitali/c on llic jx-y.sonal apjxal in hcjcnl in bioadc asl ing, sci ics here is tried and iruc. ADVENTURES OF PINOCCHIO "Woe is me, woe is me." Three times weekly at 5:15 P.M., the plaintive melody of the little wooden marionette announces to Fulsa, Okla., small fry another chapter in the Adventures of Pinocchio. Heard over KTUL, the transcribed feature promotes the Children's Department of Froug's Department Store. Chosen to follow a 26-week presentation of Streamlined Fairy Tales, the new series is likewise slanted as a selling vehicle for children's clothing. Commercials on the show are written in story book style to preserve the whimsical mood established by the characters in the well told tales. Froug's helps bring the fairy tale to life in the store itself. Gay cut-outs decorate the walls in the Children's Department to publicize the broadcasts. air FAX: Broadcast Schedule: T-Th-S, 5:15-5:30 P.M. Preceded By: News. Followed By: Music. sponsor: Froug's Department Store. Station: KTUL, Tulsa, Okla. Power: 5,000 watts. Population: 147,961. Distributor: Goodman Radio Productions. COMMENT: Departmentalized radio offerings lor department stores have proved to be one of the keys to successful use of broadcasting for retailers. With such a plan, additional programs may be taken on as increased sales justify the expenditure. Insurance HOOSIERS AT WAR While the progress of the war depends upon united eflort. each state is justifiably proud of the deeds and performances of its own sons and daughters. In Indianapolis, ind., Hoosiers at War has helped keep the fighting f)l()()d l)()iling lor ()\er a year. 1 leard over VVFBM, the public service leatnre is sponsored three times weekly 1)\ I he (iKAiN Dkaikrs National Mu 316 RADIO SHOWMANSHIP