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• Stars of Teen-Age Time, Candy, Eddie, "Skipper" Dawes and Angie, toast the new program with glasses of ABBOTTS MILK.
IT'S good salesmanship to try to sell your products where there is the best market and Abboits Dairies, Philadelphia, Pa., is doing just that with its new Teen-Age-Time program over WFIL. And it has produced a program that is proving highly satisfying to the City's biggest consumers ot milk and ice cream, the teen-agers.
TEEN-AGE CAST Abbotts picked Ednuuid (Skipper) Dawes, WFlL's educational director, to handle the 9 to 9:.^0 Saturday morning show. "Skip" has built TeenAge-Time around a 25-voice teen-age chorus and three star teen-age vocalists. The program features audience ])artici})ation in a Qiiestion-oj-the-Weck with prizes and a Song-of-the-Werk picked bv (he studio visitors.
II AWES also has lined up two teen-age reporters who author a radio colunni on what's recommended in records, entertainment, sports, and other activities. '1 een-agers and parerus will air their views on problems that strain parentyouth iclatious.
PROMOTION GALORE Abboiis, whose achcrlising is handled by the Richard A. Foil n A(.hN(:\, and
• 196 •
WFIL are conducting an extensive promotion campaign in connection with Tcej}AgeTime. So effective is the coverage that requests for tickets to the show exhausted the supply for the first two |)r(^grams before TeenAge-Time had its debut. Since then, reqtiests are guaranteeing a full house more than a month in advance.
VISUAL AIDS
WFIL utilized display car cards in submban busses and trains, ceiling cards in city subways and elevated trains and on station platforms, and dash cards on trolleys. The Teen-Age-Time message went into homes by way of a 5,000 postcaixl mailing, through courtesy annoiuicements on WFIL, and thiough adxertising in This Week in FJiilddelphid magazine which has a readership of 10,000. in addition, Abbotts products and Teen-AgeTime were featured in a display in the W'FIL studio lobby, focal point for all WFIL \isitois.
RADIO SHOWMANSHIP