Radio showmanship (Jan-Dec 1946)

Population: 1,686,851. Agency: Henry J. Kaufman Adv. Agcy. COMMENT: Here's a scries thai slinuilates dealer good will and listener preiereiue; it directs the attention ol the radio listener to both product and dealer. Department Stares CALLING ALL GIRLS AVhen Stevenson's, La Crosse, Wis. department store, put its seal of approval on Callitig All Girls, it was to create teen-age interest in its sportswear. And when Stevenson's began Calling All Girls, the girls themselves were quick to answer. Increased sales of merchandise offered over the air was evidence that Stevenson's wasn't a voice in the wilderness. Xow^ in the formative stage is a Callifig All Girls radio club. Each w^eek girls from the La Crosse high schools hear a Stevenson commercial as read by VV^KBH staff announcer, Cora Houser. Ftiture plans include regidar meetings of clidj members and fashion shows in which club members will serve as models. Specific items are mentioned on each program, many of which are advertised either in the Calling All Girls Magazine or in the local newspaper. Stevenson follow-through: display windows feature air-vertised items. AIRFAX: Transcribed feature was designed specifically to promote teen-age fashions. First Broadcast: January 5, 1946. Broadcast Schedule: Saturday, 10:00-10:15 A.M. Preceded By: Home Economics Hour. Followed By: Let's Get Acquainted. Sponsor: Stevenson's. Station: WKBH, La Crosse, Wis, Power: 1,000 watts. Population: 42,707. Producer: Frederic W. Ziv. COMMENT: It's fundamental in the successful use of broadcast advertising to beam a program at a specific audience. The experiences of a wide variety of sponsors with this feature gives evidence as to the wisdom of this cotirse. Do it the easy way! For results at low-cost, see page 148. Druq Stores MUSIC AND MILESTONES 1 Irtc's uioh to XUisic and Milestones, broadcast over W'IBC, Indianapolis, Ind., than meets the eye. When it was put undei the microscope by the Indiana jk)I is .\d\ertising Club it came off with first j)ri/e for l)eing, in the opinion of the judges, the l)est radio commercial show heard on local radio stations during the month. Sponsored by the Haag Drug C>>mPAN'^', Music and Milestones is written and produced by WIBC staff men imder the direct supervision of Ethel Swartz, advertising manager of the Haag Drug Company. Its musical appeal is to all classes, with two programs a week devoted to semiclassical music; one program to modern, popular songs, and Saturday's program features the Top 7 Tunes as determined by vote by the listening audience of preceding programs. Its human interest appeal is two-fold: a dramatic narration based on the life of an outstanding American whose accom])lishments are milestones in American progress is the highlight of each Monday broadcast. On Friday, the program features a similar narration based upon some dramatic incident in the field of medicine, to tie-in with the business of the sponsor. A potent merchandising tie-up is written into the program itself, and is impressively reflected by means of point-ofsales activities in each of the 36 Haag stores. On each program, listeners are asked to vote for the Top 7 Tunes, with a chance of winning a prize. Their attention is called to ballot boxes and voting ballots located in prominent spots in Haag stores. Those who get ballots, list their seven favorite tunes in the order of preference, and also list merchandise totalling SI 0.00 in value they would like to have as a prize. Votes are tabulated each week by giving seven points to each tune leading the list; six points to each tune voted second, etc. Total points for each tune determine its standing in the final list, and the prize is awarded to the listener whose individual ballot comes nearest to the final MAY, 1946 • 169 •