Radio showmanship (Jan-Dec 1946)

Participatiniu MAKE BELIEVE BALLROOM When Eddie Chase spins the platters over W^XYZ, Detroit, Mich., it may be from a Make Believe Ballroom, but there's nothing imaginary about listener response to announcements made on the participating series. AVlien Londonderry Ice Cream made an offer, aired once a day for one week, for sample offers of ice cream, 4,000 listeners sent in requests. Occasionally the program offers such premiums as autographed photos, records, etc. In most cases responses have exceeded from two to five thousand in number of quantity of premiums originally made available. Additional evidence of sponsor satisfaction: the KoppiTZ Brewery has sponsored the program on Saturday, 11:00 to 12:00 (midnight) for over a year, and in addition, Koppitz is included on the week-day programs two or three times weekly. Fan mail, exclusive of promotional offers, averages four and five hundred letters weekly. The 45-minute, week-day program is broken down into three 15-minute periods. During each quarter-hour, a series of records are played of individual orchestras. Individual sponsors are represented within each 15-minute period. Presented in a mythical setting of people and a distinctive ballroom. Make Believe Ballroom is complete with the realism of applause, laughter, background table and dancing conversation and sound effects. AIRFAX: Program is first aired over WXYZ, is then broadcast the following day by transcription to the eight stations in the Michigan territory of the Michigan Radio Network. First Broadcast: November, 1942. Broadcast Schedule: Monday through Friday, 2:153:00 P.M. Preceded By: Lady of Charm. Followed By: Best Sellers. Sponsors: Atlantic & Pacific Tea Co.; Koppitz Brewcry; Air-wick; Robinson Furniture Co.; Londonderry Ice Cream, others. Station: WXYZ, Detroit, Mich. Power: 5,000 watts. COMMENT: The amazing sales records set up by record shows is one of the phenomena of radio. What makes the difference between two shows is not so much what is sold, but how. In the last analysis it's the personality of the platter jockey that does the trick. JOHNNY ON THE SPOT News, reviews and tips on spot announcements in this column. SELLING BY A SONG There's nothing new to something being sold for a song. But selling by a song strikes another note. In Buffalo, N. Y., a number of advertisers who use the facilities of AVGR and WKBW find that singies ring the sales bell. Example: "Mr. Smith is a happy man He buys his clothes at Kleinhans." For sponsors a-wantin' singies, the WGR-WKBW sales staff comes up with a number of success factors. First: the tune. The tune must be the catchy type that sets listeners to humming and whistling it at odd moments. Secondly, repetition is desirable, although not absolutely necessary. Lyrics play an important part, and should be handled by a copy writer who can write copy in rhyme, with a definite punch. Lastly, it is best to avoid unusual or distorted effects. Sponsors for whom \VGR-AVKB\V have put theory into practice include Governor's Club Ale, Caxandaigua Beer, Red & W^HiTE Groceries and Howard's Jewelry Store. DIME A DOZEN Sure! Nylon stories are a dime a dozen, even if nylons aren't. Here's the latest. In Holyoke, Mass., Dorothy Dodd, women's wear shop, bought one 25-word spot announcement. \VHYN listeners heard at 7:30 P.M. that nylons were to be reserved for the first 100 ladies who telephoned. AVhat happened? The worst telephone jam in the history of the store, with calls continuing vmtil after 11:00 P.M. 25 words, once repeated. Telephone number repeated once. A success story for radio! APRIL, 19 46 • 139 •