Radio showmanship (Jan-Dec 1946)

SHOWMANSHIP IN ACTION Promotions and merchandising stunts that will lift a program out of the ordinary. Dairy Products TEEN-AGE TIME In Philadelphia, Pa., Saturday, 9:00 A.M., is TeenAge Time over VVFIL, with Abbotts Dairies as party host. Aiming to entertain the entire family with emphasis on the teen-age group, the program features a 25-voice chorus of teen-age girls with Candy, Angie, and Eddie, stars of WFlL's Junior Music Hall, as soloists. With plenty of audience participation, Teen-Age Time features a question-ofthe-week, with prizes for the winners. Teen-agers attending the show also select the song-of-the-week. In a weekly radio colunui. What's Cookin' , the younger set gets the lowdown on the current and choice in recordings, movies, books, shows, athletic, civic and social events from two teen-age reporters. In a weekly Dear Mom letter, teen-agers present their side to such questions as curfews, blind dates, etc., with a rel)uttal each week by a guest parent. VV^idely publicized by both Abboits Dairies and WFIL, the show played to a full house on its first broadcast, continues to maintain that re(ord. Tickets are distributed in answer to written re(juests. AIRFAX: Edmund (Skipper) Dawes. WFIL educational director, emcees the show. First Broadcast: March 9, 1946. Broadcast Schedule: Saturday. 9:00-9:30 A.M. Sponsor: Abbotts Dairies. Station: WFIL, Philadelphia, Pa. Power: 1,000 watts. Population: 2,081,602. COMMENT: Ihroughout the country, the younger set has gixcii its enthusiastic support to features of this kind. It's a new trend in programming, and one of its virtues is the fact that it reaches what is pretty largely a non-reading group. Dairy Products FINDERS KEEPERS It's Finders Keepers in W^ashington, D. C. when neighborhood shoppers identify a specific object in the store from rhymed hints passed out by the Carry Ice Cream Co., distributor for "smooth freeze" Meadow Gold ice cream, product of the Beatrice Creamery Co., Chicago. 111. Persons interviewed in grocery and drug stores handling Meadow Gold ice cream are given clues to prizes hidden about the store, with prizes ranging from alarm clocks tc:) roasts of beef. If the object is identified in .^0-seconds, it's Finders Keepers. Conceived and copyrighted by the Henry J. Kaufman Advertising Agency, the program is produced at various neighborhood stores throughout Washington. D. C. and recorded for transcription the next day. With consolation prizes for losers, five contestants are interviewed on each broadcast. At the start of each program, the announcer sets the stage, introduces the store manager and explains the game. The five contestants are interviewed briefly before the questioning begins. After the second contestant speaks, there is a brief commercial announcement. C^losing commercial aired after the fifth contestant has had her say advertises both the store and the product. Promotional remarks are ad-libbed by the cjuizmaster and annouiuer throughout the show. Extensi\e poster and store display support lor the series is planned. In addition, stores to be featured on the l)roadcast send adxancf notice to their customers. AIRFAX: First Broadcast: February 1, l9-i6. Broadcast Schedule: M-W-F, 12:45-1:00 P.M. Preceded By: Hymns You Love. Followed By: News. Sponsor: Carry Ice Cream Co. Station: WOL, Washington, D. C. Power: 1,000 watts. ICS • RADIO SHOWMANSHIP