Radio showmanship (Jan-Dec 1946)

SHOWMANSHIP IN ACTION Promotions and merchandising stunts that will lift a program out of the ordinary. Florists FLOWERS FOR THE HAPPIEST HAPPENINGS In San AnKjnio, lex., listeners to KMACl arc extended a floral key to the city, and those who are qnitk to accept the hand of friendship receive an orchid from the Kelly-Scherrer Flower Shop. A brief history of one particular flower is given on eacli broadcast, and tliat flower is the floral key of the day. The city of San Antonio is broken down into areas, and each day the residents of one particular section are eligible to telephone KMAC, giving the floral key. To the first person calling the station goes a card which entitles the listener to a free orchid when the card is presented at the Kelly-Scherrer Flower Shop. Names of winners are announced on the following progiam. With two flower shops, the KellyScherrer Flower Shop and the St. Anthony Hotel Flower Shop, the sponsor uses the series as a semi-educational campaign for Flowers for the Happiest Happenings. Although advertising for the sponsor in pre\ ions years had run the gamut of most media, the current campaign is this florist's first use of the broadcast medium. What the sponsor had to report: within two months, In actual check, a 49.9 per (ent i)usiness increase o\er the same period the previous year. Since radio was the something new that had been added, to the show went much of the credit. \\'ith a semi-educational campaign as the basis for the radio series, the show comljines soft words and soft music directed at feminine listeners. Conuiiercials JULY, 1946 w lit 1(11 III I lie s;iiii(' si \ ](' ;is t he ( out iniiil \ blend mio l lie s( i ipl . I:\<nnplc: "Tomorrow is somebody's birthday . . . perhaps somebody who f(rows dearer lit you wilh each pa^t ing year . . . perhaps a rery recent acquaittlaucc who fills you with regret that fate hadn't br<tught you together long ago. Whatever the case may be, that somebody's birthday, to you, represents the beginning of another year of happy association . . . the completion of a year during which he or she added much to the world's abundance for you. Express your warm remembrance of that someone with FLOWERS." Over-all theme behind all (ommercial copy: Flowers for the Happiest Flappenings. Strategy behind the motif is to increase the use of flowers for home and office, for odd moments and off seasons. To increase the tune-in for its thrice weekly syndicated series, florist installed show-cards plugging the program in varic^us window displays. Newspaper advertisements also ser\ed to step-up flic timein. AIRFAX: Syndicated format, originated by Harold Gingrich and Irene Drexler. is scripted by Frances Jervis. KMAC announcer, Charles Feike, emcees the show. First Broadcast: March 4. 1946. Broadcast Schedule: M-W-F, 10:30-10:45 A.M. Preceded By: Morton Downey. Followed By: Morning Melodies. Sponsor: Kelly-Scherrer Flower Shop; St. Anthony Hotel Flower Shop. (Same ownership.) Station: KMAC, San Antonio, Tex. Power: 250 watts. Producer: W. E. Long Co. Agency: Al Newman Adv. Co. COMMENT: Both individual Horists and florist associations have found that radio is an effective method to level off what is pretty generally a feast-or-famine seasonal business. Here, it isn't the product but rather its more general use that is sold. For such an approach, a semi-educational campaign is just the ticket. Laundries YOUR BABY W'hats what among the cradle crowd with gifts and prizes for listeners is what Crib Diaper Service offers listeners to KF^VB, Hollywood, Calif., with Your Baby getting top billing. In a question and answer department, mothers get sound advice on child care. Center slot of the daily show is devoted to a build-up storv on the birth of a new baby, with a golden shower of gifts for mother, father and His Majesty, the baby. A famous Hol 241