Radio showmanship (Jan-Dec 1947)

SHOWMANSHIP IN ACTION Promotions and merchandising stunts that will lift a program out of the ordinary. Groceries TREASURE HUNT What is making the J HOROI ARI SlRKAMLlNED Sl'PKRM ARKE IS a thoroughfare for the distaff side is a five times weekly Treasure Hunt witli jjartici pants given clues to five items displayed in the store from which the broadcast originates. WWSW staff announcer, John Da\is, selects five items for sale in the grocery store, jots down such identifying clues as color combinations on box or cover, trademark or slogan, with a copy for himself and a copy for participant. To each participant who spots the item which she is sent to find goes a box of groceries. AVire recorder is used lo pick up the program, which originates in any one of the 75 Ihorofari Sikkamlinku Supermarkets. Show goes on the air with emcee Davis announcing the address of the store from which he is on location. Action begins with the introduction of the store manager and a joiiu disc ussion of the five boxes of prizes and the grocery items included in them. \hc Treasure Hunt starts with an interview with the first partici[:)ant about her grocery shopping problems. By the time the fifth woman is sent off on the Treasure fJunt the first two ;iic l);i( k lo r(j)()i I on lluii success. \\'h;n IhoROI ARI SlRKAMI.INEl) SllM.R MARKi IS had in mind in taking on sponsorship ol I lie WWSW, Pittsburgh, Pa.. Icatinc: lo sell groceries, build friends, move hiaiKJ iiaiiie mere handise. (>)mmc'r(ials |>hig brand mcK handise. /•'.xani f)le: "NfYi-r trust strangers . . . never buy a pig «" n poke . . . always buy the known brand . . . the na tionaUy advertised brands of food that experience has taught you to depend on. Your Thorofare Streamline Market carries only the better brands. So make it a point to shop where you know you'll find quality. Thorofare Streamline Stores are smartly planned to save you steps . . . providing easier, more convenient self-service. There's a modern Thorofare Streamlined Market in your neighborhood . . . it'll pay ycni to patronize it." To build store traffic for each broadcast, a Treasure Hunt box is put on display in the grocery store four or five days before the sliow goes on location there. AIRFAX: First Broadcast: September 9, 1946. Broadcast Schedule: Monday through Friday, 7:15 7:30 p.m. Preceded By: News. Followed By: Sports. Sponsor: Thorofare Streamlined Supermarkets. Station: WWSW, Pittsburgh, Pa. Power: 250 watts. COMMENT: By recording the series during the daytime shopping fiours, broadcasting it in early evening time, the sponsor gets a bontis all-family atidience that's all to the gc:)od from the standpoint of sales, good will and store traffic. (For pic, see Shoivnuinscoops, p. 61.) Ice Creams CAMPUS QUIZ A three-way success by gaining listeners for WTIL, Philadelphia, Pa.; building audiences in the theaters in which it is held, and selling SippleeSeaetest ice cream prodiu ts is the cjuestion-and-answer program. Campus Qiiiz, for high school and college students. Format of the show calls for teams representing two different schools. AVinning team lakes a fidl-si/ed juke-box back to its alma mater. Indixidual winners take home such prizes as puppies, a free trip to Washington, D.C., an airplane flight and a two months' free supply of SuppleeSealtest ice cream. Extensive was the advertising and promotion campaign to build the new program. WFIL u\ili/ed nearly 1 ,()()() dash and car caids on Philaclel[)liia and suburban trollc'Ns and buses to promote the show, lo 5, ()()() radio homes went a postcard mailing. Spot annoinicements on WFIL annoinue the schools to be represented and the theater in which tlie show A\ ill be held each week. 1 heaters use lobby dis|)la\s and movie trailers to build the \isual andicnce. On each i)roaclcast 62 RADIO SHOWMANSHIP