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ilk and Honey.
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Comics and Birthday Format Slanted at Children Rates a 10.7 Hooper, Packs WFMJ Studio for Isaly Dairy Co., Youngstown, 0.
by LEN NASMAN
WFMJ in Youngstown, Ohio has developed an old-time program into a honey. Sister Sue Reads The Funnies is aired each evening at 6:00 P.M. and Sundav from 8:30 to 9:00 A.M.
It's nothing more than the name implies, but when done in a cute manner thousands of young children spread the comic page of the Youngstown J^ indicator on the floor in front of the radio. Sister Sue opens the program with a jolly "Hello boys and girls," and the children resjx)nd with ''Hello Sister Sue." She then reads a couple comics and discusses each strip in vernacular understandable to small children. If any of the visiting children have birthdays, she gives their names and asks them their age. Then all \ isitors sing a happy birthdav song.
Recently WFMJ decided to take pictmes of the youngsters sitting around before the program. Sister Sue casually mentioned on the program that any one planning to attend the Friday broadcast should come early since WFMJ was going to take picttnes. Lo and behold, mothers started arriving at 4:30 P.M., an hourand-a-half before the program time. Bv 5:00 P.M. the station had to rush oiu 200 chairs stored away, and by broadcast lime it was necessary to ask parents to leave the studio to make room for the kiddies. Children were all over the studio, on the floor and on the stage.
The piogram is sponsored seven days weekly by The Isaly Dairy Company with several hundred stores in Ohio, Pennsylvania, New York, and W^est Virginia. Isaly's had large signs made to
i^ Sister Sue reads the funnies. At her elbows, children with birthdays get ready to give their names and ages.
put in the local stores. It plans other merchandising tie-ups in the near future. Walter H. Paulo, general manager, bought the program for 52-weeks, and is arranging for merchandising cooperation. Dudley S. Hawkins Agency handles the copy. Hawkins often incorporates nurser\ rhymes in commercials for added appeal to childien and parents. Straight copy is also used, because parents are also exposed to the program while kiddies are listening.
Hundreds of people have \oliuiteered to share the cost in the event the program might go off the air. So Isaly's sells the milk, and AVTMJ has the honey. The program has a C, E. Hooper rating of 10.7 against very popular competition.
MAY, 1946
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