Radio showmanship (Jan-Dec 1947)

industry to be singled out lor honors is '^'^ based on the contribution ol that in(Uis tlie idler;;') ev^ales try in the growth and development oi the Houston area. It may be a long-established industry, or one created by wartime expediency. The only recjuirement is that the industry must appeal to the pioneering spirit. A letter from Bill Williams extends the invitation to participate. This letter is sent one month in advance of the proposed broadcast. Once the wheels are set in motion, an agency contact writer visits the firm, goes throtigh the plant, meets and chats with working personnel. Scripts are written from this direct contact, as well as from industry publications and material in the public library, then sent in mimeographed form to the industry concerned for checking and approval. Each Parade of the Pioneers broadcast tells the story of a successful industry in the Houston area by dramatic narration. Production requires four men and one woman, each playing several roles. And on Friday night at 6:30 p.m., there's a command audience of employees and friends of the industry saluted. Local newspapers and house organs have published programs in their entirety. One firm ordered nearly $100 worth of transcription copies. The Giezendanner Company, handling agency, has an enviable file of complimentary letters from officers of the industries which have been presented on the broadcasts. And Bill Williams, Caterer, is happy. Short commercials at the beginning and end of each show sell the service to the listening audience, and the contact with the personnel of the various industries is most effective. AIRFAX: The Parade of the Pioneers idea was first originated by Charles J. Giezendanner, Jr., president of the agency. In pre-war days it was presented as Salute to Ciliet under the sponsorship of the Foglewest Funeral Home. Broadcast Schedule: Friday, 6:30-6:15 p.m. Sponsor: Bill Williams, Caterer. Station: KPRC, Houston, Tex. Power: 5,000 watts. Population: 437,885. Agency: The Giezendanner Company. COMMENT: Local and regional advertisers, as well as those whose business is national in scope, have found that civic pride in the hometown is a not-to-be M ARCH, 1947 forgotten factor in public icjaiions. And good public relations is gorxl business. The approach may be institniion;il hm the end result is increased sah s. Clutliiurs PERSONAL APPEARANCE When the VVXKW studio audience assembles lor the 4: 00 p.m. Sunday broadcast, hats are tilted to the correct angle, neckties. are straightened and everyone has on his best bib and tucker. And with reason. What's in store for audience and listeners is an analvsis of dressing habits and styles worn by people of the studio audience. On each broadcast, a person is selected from the audience by former Hollywood fashion and make-up counsellor, Richard Willis, to be brought on trial before a jury of two men and two women, also selected from the audience. The two women voice their opinions about mascidine fashions, and the two men vent their views on feminine styles. Willis, acting as judge, then takes over and offers expert advice to the witness before the jury, with suggestions which would improve the defendant's personal appearance. Sponsor of the fashion-show-on-the-air is Prentis Clothes, and the AVNEW studio walls feature blow-ups of Prentis factory salesrooms. Novel twist in the commercial presentation: contestants from the studio audience read a Prentis limerick, with winner getting a gift certificate for a free Prentis outfit. AIRFAX: Idea for the show originated with producer Ted Cott, WNEW's program director. Staff announcer Dick Bradley handles interviews and commercials. • 99 •