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PUBLISHER-EDITOR
Marie Ford
EDITORIAL ADVISORY BOARD
Roger Clipp
F, Van Konynenburg
J. Harold Ryan
Harry Burke
Ben Strouse
Philadelphia
Minneapolis
Toledo
Omaha
Washington, D. C. Wilt Gunzendorfer
Lloyd E. Yoder
San Francisco
Denver
EDITORIAL OFFICE • 1004 Marquette, Minneapolis 2, Minn. Telephone BRidgeport 0181 Marie Ford, Manager. (Business, editorial and general office.)
COPYRIGHT • 1947 by Showmanship Publications, publishers of Radio Showmanship.
NATIONAL BROm QOROCKFEELLERPLAZA, NEW YORK, N. Y
C.
APRIL, 1947
Vol. 8, No. 1
OPEN MIKE 112
William S. Pirie, Jr.— High sponsor identification one measure of success in a broadcast campaign.
Local sponsor tries video with reaction enthusiastic 113
P. J. Nee Furniture Co.— Film in combination with on-thespot telecast gives good sponsor identification.
Can juvenile show consistently pull mail over long period?. . .114
O. V. Johnson— Bullock's series now in its fourteenth year.
Teen-age record show builds shoe store traffic 116
NissEN Shoe Co.— Sales and entertainment in integrated campaign.
Three-point formula for idea selling via radio 118
Neil Petree— Barker Brothers finds radio produces results.
Retailer takes tip from national advertiser 120
H. & S. PoGUE Co.— Use enough air time to make broadcast advertising felt in area.
Incentive promotion related to product induces sales 122
Trevor Evans— Fisher Flouring Mills premium offer dramatizes product.
Advertisers' Roll of Honor 124
72 Advertisers— From 5 to 21 years on the air.
Business doubled in 12 months with 5-minute radio series 126
Keni Cleaners— Switch from spots to programs profitable.
Creative selling of radio to meet competition of other media. .127
William A. McGuineas— New appropriations vital to radio growth.
Showmanship in Action — Merchandising ideas 130
Proof O' the Pudding — Results from radio 135
Showmantips — Ideas briefly noted 141
SUBSCRIPTION RATES: United States and possessions. $3,00 one year: Canada, $3.50. Single copies — 30 cents. Canada — 35 cents.
CHANGE OF ADDRESS should be reported to Radio Showmanship Magazine, 1004 Marquette, Minneapolis 2, Minn., three weeks before it is to be effective. Send old address with new.
APRIL, 1947
• 111