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bhopping With Cornelia
Broadcasts Originating fron] the Rike Kulmer Department Store, Dayton, 0., Are Heard in Store Through Public Address System
WHEN WHIG, Dayton, O., listeners go Shopping With Cornelia, the broadcasts originate from a strategic spot for the Rike Kulmer Department Store, 93-year-old retail establishment that is Dayton's largest department store. The program originates in the department store itself, and it is broadcast from a different department each day. Shoppers who make guest appearances on the show to answer questions receive a gift from Rike Kulmer, with those interviewed selected from the live audience which gathers each day.
Nor does Rike Kulmer limit itself to its air audience. Shopping With Cornelia is heard in the store itself through a public address system, and the department from which the program originates never has any difficulty in selling its merchandise that day. Commercials tie-in with merchandise available in the department from which the show is aired.
The program not only features cus
tomers as guests, but also, from time to time, visiting celebrities appear on the show. When Louis Bromfield visited Rike's book shop to autograph his latest novel, the author was interviewed.
From time to time. Shopping With Cornelia features models garbed in merchandise described on the air.
Heard five times weekly at 12:15 p.m., the show has been sponsored by Rike's for over 12 months, and has become a basic element in its schedule of radio activities. Posters, special letters and other merchandising ideas are used by Rike's to promote the series, and Rike's has formed a radio department to coordinate all radio advertising.
Idea for the show originated with Tom Lummis, WHIO continuity director, and Charlene Sayre, Rike Kulmer radio director. Adele Unverferth, WHIO staff member, serves as Cornelia, Rike's personal shopper, and WHIO announcer, Lou Emm, emcees the show.
• The pay-off! Emcee Lou Emm presents a guest shopper with a gift from RIKE'S, while Adele Unverferth as Cornelia, RIKE'S personal shopper, stands by. Mary Jane Scott of RIKE'S has just modeled a play dress.
RADIO SHOWMANSHIP