Radio showmanship (Jan-Dec 1944)

These words ha\e caught on with the public and they repeat them when they talk about Atlas Prager Beer. W^e use also a rising inflection at the end of our expression, "The Best Beer in Town," so that the radio audience has picked up that expression too. One principle of oiu' radio advertising which is, of course, an elementary one, is to pounce on any good radio time the split second it becomes available. This brought maximinii returns in a program recently instituted. That program is called, Jobs for G.I. Joe. It is presented in full cooperation with the W^ar Manpower Commission's United States Employment Service. On this program, three retiuning veterans are interviewed each week. They tell stories of their war experiences and also their qualifications as far as ability to serve prospective employers is concern Fro//? tJie fertile brain of I. J. Wagner, vice president of the Olian Advertising Co., Chicago and St. Louis, came the Atlas Prager slogan ivhich made radio history. Other pleasantly irritating reminder announcements perpetrated by adman Wagner: "Whiz— Best Nickel Candy There Is." Another is the catch phrase, "Saves Ya Cookin', Saves Ya' Cash, Get That Broadcast Corned Beef Hash." It was the Olian Advertising Co. which started the Waste Paper Salvage Campaign in June, l^H I . What turned the trick: an experimental telephone with all spot announcements directing calls to the local telephone exchange. The idea clicked, and Olian was appointed by some 30 leading mills to handle the National Waste Paper Conser-vation Campaign. Olian also arranged for the broadcast of the Si. Louis Syuiphony Orc/iestra as a prestige, institutional program sponsored by seven Missouri breweries over 12 stations. The agefny origifinled >he guest star tie-up bcluwcn .ll/x'fi Brau (Columbia Ii)(\rnig Co.) and Chase Hotel. 9 368 • ed. The inier\ iews are sympathetical handled by Paul Harvey, himself an e G.I. Joe. The program immediate follows. Take It or Leave It, 9:30-10:1 Sunday nights o\er AVBBM. In additic to the interviews with the veterans, tl show featiues popular entertainmei such as the orchestra under the directio of Jimmy Hilliard of \VBBM and CI fame, songs by baritone Russ Browi ^vell known and well liked through other programs, and novelty numbe by the Kijig's Jesters, formerly with Pai W^hiteman and Ben Bernie and feaiun on numerous radio programs. The inte \ iews are given added effect by appropi ate introductions and tags. 9 There is very little commercial o this program, the only real commerci; spot being the Atlas Prager song dor by the Jesters and handled as part of tl entertainment. Sponsor identificati is maintained by mention of Atl^ Prager's guests of the evening and r ferring occasionally to "this Atlas Tragi program.'' Stories told by the boys ha\ been in themsehes highly dramatic. Tli boys are selected from registrants at th War Manpower Commission's Unite States Employment Service and emplo; ers are invited to call in during th program. Jobs for G.I. Joe has built in nieasinable good will for the spouse and is handled in such a manner as t win the continued suppoit of the pul lie, the \elerans and ihc nun in ser\ ic( • For awhile. Atlas Prager sponsore another program piuely in the intere.* of pid)Iic ser\ i((' and good will. 1 he j)r( gram was This Is the Undergrounc dramatizing autlientic stories of the \)ei j)le of the concjuered (ountries and pa] ing tribute to these licioic silent allie On this prograuL tlie (ommercials wci dignified, witli no attempt at selling. Racho has been the primary advertif: ing medium for Aii.as Prager, and th ladio adxertising has been coordinatei witli I he sponsor's outdoor and streetca achertising. W'v nia\ iiul\ i cpeat— "froii a little radio iicoin ;i nn'gluy sellin Oak Ikis mow n." RADIO SHOWMANSHI