We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
music is popular, it's a short-cut to the mass audiences. It's all a question of giving the audience what it wants to hear.
Women's Wear
SPOTLIGHT ON FASHIONS Tell a woman how she can make herself attractive and you have captured her attention. Offer her clothes which flatter her figure and you have the key to her purse string. It was this combination which put Co rinne's on the air, over WJBO, Baton Rouge, La. Net result from the first
broadcast: complete sell-out of Lilli Ann suits the following day.
Program is introduced by Corinne's special correspondent, Jeane Kinnebrew, who sets the stage, gives comments about the latest fashions found at Corinne's. By transcription, the audience is taken to Hollywood, where Sonja Henie and Jack Rourke keep the conversational ball rolling about style trends, et al. Thrown in for good measure is up-to-the-minute news about Hollywood stars.
For its first venture in broadcast advertising, Corinne's arranged a window display tie-in which featured models wearing the latest Lilli Ann creations, along with a photograph of mikestress Kennebrew and radio props for background.
AIRFAX: Broadcast Schedule: Thursday, 8:15-8:30 p.m.
Preceded By: Sports Review.
Followed By: America's Town Meeting.
Sponsor: Corinne's Ready to Wear.
Station: WJBO, Baton Rouge, La.
Power: 5,000 watts.
COMMENT: Ihal jKisonal loiidi thai makes ea( h listener feel that the continuity is directed to her alone is essential for a successful iashion feature. (For pic, sec Slunurrumscoops, p. 348.)
SHOWMANSHIP IN ACTION
Promotions and merchandising stunts that will lift a program out of the ordinary.
Automobiles
PASS THE PESOS Two years ago, Paul \'oung, owner-manager of the Gateway Chevrolet Company, Laredo, Tex., found himself in a predicament typical of car dealers the country over. With no cars to sell, dealer Young was faced with the problem of keeping his concern in the public eye, and of getting sufficient repair business to tide things over. That's when KPAB went into high gear.
Gateway Chevrolet got rolling with a quiz program with a south-of-the-border flavor. In favor of Pass the Pesos: alliterative title, low production costs and its adaptation to the local area where a high percentage of listeners are of Latin-American descent.
Four contestants appear each week, with pesos awarded for correctly answered questions of general and local interest. A Peso-Pot replaces the customary jack-pot. An audience participation angle allows listeners to compete on the show by telephone.
Human element behind its statistical Conlan rating of 20.7 of the potential audience: the fact that the program presents local people frc^m every age and income group in inherently humorous situations. Every public service drive is endoised on the series, with leaders of the | various drives imited to appear on tiie show.
I'wo 4r)-secc)nd commercials in the humorous vein are slanted toward the |)i()pc'i care of the family jalopy. Example: "l^ake eare of tJie car you luwe . . . you may be old and xveak yourself some
• 354 •
RADIO SHOWMANSHIP