Radio showmanship (Jan-Dec 1946)

Jewelers 10-50 QUIZ While the house by the side of the road may be just the ticket for the philosopher, the business firm that wants to survive doesn't let the world go by. In Louisville, Ky., Will Sales, Jewelers, brings in the passers-by via a 10-50 Quiz, thrice-weekly man-on-the-street. Each contestant has the choice of a 10c, 25c or 50c question. If the question is correctly answered, he pockets that bit of the coin of the realm, also receives a complimentary ticket to a local theatre. While one and all are welcome at the microphone, the quizmaster specializes in extending a hand of welcome to servicemen and women. To add to the fun, the quizmaster invites opinions on current events, probes into hobbies and favorite pastimes, makes use of any angle that may provide WINN listeners and spectators with good, clean fim. Hook for listeners: questions and answers for use on the show may be sent to Will Sales. Senders of brain-teasers used on the show get air recognition, also receive a check, with suitable letter, from the sponsor. Series itself is broadcast from the lobby of the sponsor's store. Brief opening and closing credit lines, with one center commercial, beat the drums for diamond rings. Example: "For many years, the name Will Sales has represented high standards of quality in diamonds and true distinction in ring design. Yet prices are most reasonable. Use easy credit when you buy your diamond here at Will Sales, the diamond store of Louisville, Fourth avenue at Liberty." AIRFAX: First Broadcast: June 4, 1945. Broadcast Schedule: M-W-F, 4:00-4:15 P.M. Preceded By: Matinee at WINN. Followed By: Spice of Life. Sponsor: Will Sales, Jewelers. Station: WINN, Louisville, Ky, Power: 250 watts. Population: 319,077. COMMENT: Hail the return of the manon-the-street. His ability to create store traffic has been demonstrated to the sales satisfaction of countless advertisers. (For pic, see SJiowmanscoops, p. 21.) Manufacturers SUNNY SIDE UP When Swii1 k C:o. introduced a new product. Swift's Household Cleanser, to the Dayton, ()., market, it wanted it served Sunny Side Up. That's exactly what WING dished up. A 45-minute participating program originated daily, Monday through Saturday, in the AV^ING studios, the show is impromptu in nature, consists of music, chatter, audience participation, merchandise and cash awards. Merchandising angle: members of the studio audience toss rope rings at pegs, with a jackpot award of $100 offered daily to the person throwing three ringers in the Ringo-Wingo game. Currently, 12 participating sponsors take Sunny Side Up for theirs. Each gets a 100-word daily announcement. Once a week, usually Saturday, the show is transcribed from the home of a Sunny Side Up fan, hospital or nearby community. Merchandising tie-in for advertisers: some 75 turn out each day for the studio broadcasts. When samples are handed out, the studio audience gets a chance to discuss the merits of the product. Commercials are in the conversational style. Evidence that the listening audience is sold on Sunny Side Up and its advertisers: approximately 500 people attended a Sunny Side Up picnic. AIRFAX: Cast consists of WING's music director, Charlie Reeder; announcer Jack Wymer and program director Ranny Daly. Broadcast Schedule: Monday through Friday, 11:152:00 P.M.; Saturday, 12:30-1:15 P.M. Station: WING, Dayton, O. Power: 5,000 watts. Population: 338,688. COMMENT: \Vhile some progi^ams have entertained studio audiences at the expense of the listeners, the studio audience, properly handled, gives the advertiser an opportunity for personal contact with clients and prospective customers which can be an important factor in product and service preference. JANUARY, 1946 • 29 •