Radio showmanship (Jan-Dec 1944)

^l()cks of junior and tcen-ai^c Rcady-loW'car. The result of oui' planning was Xklson's High Sdiool Shop, s})onsore(l i^y one of I he most vi\a(ious and popular students of the Senior Class, whom wc found tucked away in our o^vn sales staff. The High School Shop, decorated with banners of Jamestown High and high schools of surrounding communities, opened for business in an easily accessible corner of the Ready-to-\V^ear floor, to the accompaniment of the latest jive music, played on a portable phonograph! \Veek-ends, our student sponsor took over the duties of hostess and head sales lady, and on sticcessive week-ends invited one popular and attractive high school girl to be assistant hostess and model high school fashions. These assistant hostesses, in turn, invited their friends to drop in, say hello, and register in the guest book, thereby compiling a mailing list. And, as our store is strategically located halfway between the high school and the business section, the slogan of the High School Shop, became, "Stop at Nelson's on your way from school!" Interest in Nelson's new venture was developed by two distinct mediums which, nevertheless, synchronized perfectly to do a good job of publicity. Newspaper ads featured an attractive cut of our vivacious student sponsor, endorsing sweaters and skirts, the ideal costume for classroom wear; loafer shoes; casual coats for football games and campus wear, and "date bait dresses," frocks for high school dances and teas. A personalized newspaper column. Hi Notes, By Joan, presenting high school news and fashion hints in breezy teenage language, was used weekly. However, mounting interest and enthusiasm for this high school project needed an additional outlet in which the students themselves could participate, and before September was half over. Nelson's launched a w^eekly quarterhour radio program The High School Post Exchange. This was conducted by the Director of Radio Activities in co NOVEMBER, 1944 0]3eration with the student s})onsor. The program ra|)idly took on the; character of a ical PX, complete with soda loinitain and juke box, and was heard over \V)TN e\erv Satuidax morning at l():.H() A.M. JMews from Jamestown High and the high schools of ten surroiuiding communities was }3resented through the High School Bulletin Board. Members of various high school organizations were interviewed, thus calling public attention to their clubs and activities. Annotincements of school events such as plays, concerts, debates and football games were given a prominent place on the program. Commercials were confined to brief informal chatter about new styles in the High School Shop, and thus the program became two-thirds public service, and one-third commercial. In fact, faculty members have been enthusiastic and cooperative because of the radio experience given their students. At the close of the school year we foinid that 65 high school students had been guests on our program, and to climax our activities, a High School Radio Party was planned. An open invitation was issued all students to come and see their own radio show acttially on the air. Uespite the fact that intense rain was falling that morning, following one of the most severe rain and w^ind storms this area has ever experienced, an enthusiastic crowd of young people witnessed the broadcast, and stayed to be entertained for 45 minutes by a High School Talent Show. Promptly at noon. Nelson's of Jamestown again proved itself the "friendly department store" by entertaining 43 young program guests at luncheon. The singing of Aulde Lang Syne, concluding the luncheon, was more than a mere gesture. It was a sincere expression of the feelings of the students and their sponsors. And now, when we've scarcely had time to draw a deep breath, it's time to start all over again. Are we going to do it? You bet we are! • 381 •