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SPECIAL PROMOTION
Short radio promotions that run but a day, a week, or a month yet leave an impression that lasts the year around.
Department Stares
REQUIEM Out in the Midwest, a store that celebrates a Golden Anniversary is looked upon with great respect, and the event becomes a matter of civic pride. In Fort Wayne, Ind., \\^olf & Dessauer has been part and parcel of civic development and improvement for fifty years, and to commemorate the event, something special was in order.
Identified as it is wath community betterment. Wolf & Dessauer had done its part in the support of the Fort AVayne Philharmonic Orchestra, and here in the year of its fiftieth birthday, the orchestra had taken on a final ambitious effort of the season. It was the presentation of Verdi's Requiem, with four Metropolitan Opera stars to sing the solo roles. The 88-piece orchestra and a chorus of 100 voices was under the direction of maestro Hans Schwieger. Here was something indeed to which Fort Wayne could point with pride. Here was an opportunity for public service and Wolf & Dessauer took ad\antage of the opportunity. Its civic gesture to the city was to sponsor the broadcast of the complete performance over WO WO.
Twenty-three thousand 12-page programs went out to the entire Wolf & Dessauer charge-a-plate list, and an additional 5,000 were given to people who attended the opera. Only mention of W'oLF %i Dessauer was on the back cover, with dignified mention of the firm's sponsorship of the broadcast. With the programs went a business-reply postcard requesting that if listeners enjoyed the broadcast they return the card to Wolf k Dessauer.
Paid newspaper space, including a full
page advertisement, also called the public's attention to the event. In addition. W'OWO mailed releases to over 100 newspapers in the area, and a special bulletin went to factories, stores and manufacturers in the area.
Pluses which added to the color and effectiveness of the broadcast included having the entire orchestra and chorus visit the AVOWO studio where they heard a play-back of the entire performance. To G. Irving Latz, representing \Volf Sc Dessauer, AV^OW^O presented a complete
set of electrical transcriptions of the performance in a gilded carrying case.
In the entire campaign, not a line of merchandising advertising was used, other than store credit. Plans are underway for the broadcasts of all the concerts next season.
Wolf & Dessauer is on the air five days a week, has been for more than four consecutive years. During the war, all broadcasts carried only credit lines, w^ith copy devoted to the sale of War Bonds.
AIRFAX: First Broadcast: March 20, 1946. Sponsor: Wolf dC Dessauer. Station: WOWO, Fort Wayne, Ind. Poner: 10,000 watts.
COMMENT: An important event from a shoivmanship angle, it also illustrates what foresight and cooperation between station and client can mean in ultimate results in the terms of prestige and listeners.
MAY, 1946
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