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Baker as His Own Star Salesman Has r Gripe's lown Talk Bread for 7 Years
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broadcast rqlls along at a fast, rollicking pace that holds the attention ot the listeners. Mr. Gripe's informal, folksy manner as master-of-ceremonies appeals to the riual atidience to which the show is aimed and the program draws a large volimie of mail with requests and comments.
Mr. Gripe always reads over the air the letters that make ftui of his singing. This, he explains, always gives the listening atidience a big wallop.
"I like to make a comment or read a letter that sets a lot of other letter-writers busy taking exception to what has been said." Ihis Gripe theory makes for increased interest in the program.
One recent survey in a nearby town revealed that eight out of ten homes were tuned in on the Town Talk progiam daily. Mr. Gripe attributes nearly half of his radio audience to the popularity gained in his many public appearances in the area. The baking company furnishes a public address system and local artists to school carnivals, corn husking contests, rodeos and similar community gatherings. Mr. Gripe also appears personally on these programs and as a result, his broadcast gains many regular and faithful listeners.
The baker-singer designs his progiam and public appearances to make a hit with the younger generation.
"Ghildren," he says, "like lots of action and pep with their entertainment and we try to give it to them."
Mr. Gripe believes that youngsters have a great influence over what kind ol bread is eaten at the family table and he figures if he can satisfy the children he will satisfy the parents.
Givic events, farm sales, and other communitv projects are promoted on the
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Toxun Talk program by announcemcnis and news items. The broadcast Irecjuently has guest stars, usually amateur entertainers from the surrounding area. Wlien a nationally-known professional is in town, however, he always gets an invitation to appear on the Town Talk program. Featured in the past have been Rubinoff and his violin, Gene Austin and other national favorites.
There is no advertising of bread on the broadcast, except in the name of the program and the mention of the sponsor. The show is planned to feature and publicize the Gripe name and no mention is made of the product before, during or after the show. Mr. Gripe figinxs that because bread is a staple, common and wellkno^vn in every home, advertising of the product is not essential. He feels he doesn't want to take the people's time with advertising. Gonsequently the halfhour show is crammed full of entertainment and the fast, unbroken pace adds to its listener popularity.
This no-ad\ ertising policy is very poj:)ular with the listening audience and, advertising rule-books to the contrary, Town Talk Bread sales have been pushed to new highs as a result of the program.
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