Radio showmanship (Jan-Dec 1947)

broadcast receives a $10.00 merchandise certificate and is eligible to compete in the final quizdown. No commercials of any kind are used during the broadcasts. Only method of recognition for sponsorship are brief announcements such as, "This program is sponsored by Kaufman-Straus Co. as a public service to Kentuckiana and to its men and women of tomorrow." To insure the success of the series which first went on the air September 17, 1946, plans were made the previous April when Kaufman-Straus invited 23 leading educators to attend an introductory dinner. Details of procedure were worked oiu with the school principals and superintendents, and a sample broadcast was conducted, with the educators as contestants. Participation from competing schools was in direct ratio to the number of high school seniors in each school, with 120 participants required for each 13-w^eek series. Studi'nts who fail to win on one broadcast are excluded from further competition to give opportunity to a greater number of potential winners. The schools themselves set up a basis of student selection. Each broadcast requires two judges, with a point system set up for correct answers to questions. To forestall the possibility of a tie for first place, the format allows for an elimination contest to be conducted after the program goes off the air. Newspapers, direct mail and radio are used by Kaufman-Straus to publicize the series, and display cards are available to the schools. Calling cards are available to con I esi a Ills to pass oiu among friends. 1 ickcts lor the broadtasts are available through (he store, with (oiuesiants getting first CI II on the ducats. (In Philadelphia, Pa., the series was sjionsoK (I ()\('r KYVV by Food Fair MarKMs, Inc. Schedule: Sunday, 4:30 p.m. on a 2()-week schedule. What was at stake was a 'Jcinplc I 'rn'xcrsity scholarship. News connnc ntaioi Alan Stott acted as (|ui/inast(i. (iontesianls were selected on the basis of a lOO-word essay on the subject, "I Would Like to Go to College Because . . ." with civic loaders and educa • 30 • tors on the board of judges. Series was broadcast from the KYW auditorium.) AIRFAX: First Broadcast: September 17, 1946. Broadcast Schedule: Tuesday, 7:30-8:00 p.m. Preceded By: Leaders of Tomorrow. Followed By: Ave Maria Hour. Sponsor: Kaufman-Straus Co. Station: WINN, Louisville, Ky. Power: 250 watts. Population: 319,077. COMMENT: Sponsored or sustaining, it's still public service, and sponsorship of a series of this type offers the advertiser a splendid opportunity to create good will. Grocery Products FOOD STORE QUIZ Housewives in St. Louis, Mo., don't get a chance to see themselves as others see them, but they do have a chance to hear themselves as others hear them. They also have a chance to get a little cash on the side to help pay for the groceries purchased on the morning shopping expedition. All it takes is an on-the-nose answer to a simple question asked on the Food Store Quiz broadcast over KXOK. On Thursday and Friday of each week, the Food Store Qiiizinaster Bob Hille conducts the programs from one of three food stores in the St. Louis area. Programs are by wire recording and are broadcast Monday, VV^ednesday and Friday of the following week at 12:30 p.m. During each program, shoppers are asked cjuestions, and correct answers payoff to the tune of five smackers and a pound of Forbes Coffee. The shopper unable to give the correct answer but who panic ij)aies on the program receives a pound of Forbes Coffee for her pains. Listeners may also participate by sending questions to the Food Store Quiz, with special rewards to those whose quesn'ons are used. One week preceding each broadcast, a display (aid is placed in the stores, giving program inlorniation. During the broadcast, an on-t he-air display card is placed outside the store's entrance. AIRFAX: First Broadcast: October 21, 1946. Broadcast Schedule: M-W-F, 12:30-12:45 p.m. Preceded By: Music. Followed By: News. RADIO SHOWMANSHIP