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.
Pixie In Dixie
Fairy Tales Broadcast Ouer an W-Station Hook-Up Five Times Weekly Sell Products for Bell Bakeries, Inc., Raleigh, N. C
by WILFRED J. PERRY, Perry's Advertising Agency, Inc.
EARLY one morning in February, 1945, Fred Fletcher, master of ceremonies on WRAL's Tempus Fugit program was caught with nothing much to gi\e out over the air waves. He filled in ^vith a fairy tale he had told his small daughter the night before. The next day he tried another fairy tale. Aside from a bit of kidding from friends, nothing untoward happened. From then on, fairy tales became a regular part of his radio program.
Two months later, sheepishly wondering if anyone listened to them, he offered free theatre tickets on the program. Some 761 members of the younger generation and a few matrons took him up on his offer.
That was all that was necessary to interest a sponsor! A few days later, the Pine State Creamery, Raleigh, N.C., signed for three times a week.
The audience began to clamor for a daily schedule, but a limited advertising budget held back the Pine State Creamery. AVhen its contract expired. Bell Bakeries, Inc., stepped into the breach, on a five times a week schedide. What's more, Bell's contract included the entire Tobacco Network of seven stations in eastern North Carolina (WFNC, Favcttcville; VVGBR, Goldsboro; WRAL, Raleigh; WGTM, Wilson; WGTC, Greenville, WHIT, New Bern, and WJNC, Jacksonville).
Fletcher's Fairy Tales have now become so popular that three other stations (WSTP, Salisbury, WAIR, AVinston-Salem and W'TIK, Durham) have
From the tiniest fairy to the snortingest dragon, Fred Fletcher plays all the characters. However, Fred's dragons don't snort too viciously and he doesn't eat Grandma.
Radioman Fletcher may he the boss' son, but he's done it the hard way. After finishing school and having a whirl at amateur theatricals in Chicago and elsewhere, he went into radio as a $20 a week announcer. That was the first step and he's now manager of WRAL.
Civic minded, he has been com?n ended by the Raleigh Civitan Club for his zoork in civic affairs.
since been added to the original seven stations.
Principal promotion for the program has been the use of silk screen car cards and poster displays in the stores selling Bell Bakery products. Special stationery is used for all correspondence pertaining to the program.
The program opens and closes with a theme song aboiu the product, such as "Bell Bread Super Soft and Texturized." Bell Bakeries has foimd this theme song an eHective commercial. A statement froin the sponsor indicates why: "When yoiuigsters at play sing the theme song, you know your advertising is being heard. VV^hen sales increase in the area covered by the stations you buy, you can be sure advertising brings results."
• 386 •
RADIO SHOWMANSHIP