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If Series Fits Purpose, Pre-Tested Program Best Sponsor Opportunity
Success of theory indicated by experience of Kaylan Cutlery in series now aired over WFBL, Syracuse, and built for listener appeal and good will by Fellows-Bogardus Ado. Agcy.
by BYRON F. FELLOWS, JR.
HE CAME TO SYRACUSE DRIVING A STAGECOACH... HE STAYED TO BE MAYOR..
TO THE EXCITING STORY OF JASON WOODRUFF ON THE
HISTORICAL SHOWCASE
STATION WFBL
TODAY!,li?5S.?18.
FRANK ). COSTELLO
OUR
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Two QUESTIONS confroiit every advertising agency or radio station when planning a new show. Is it best to:
(1) Build a show for a specific sponsor
(2) To build a show and then find a sponsor.
In Syracuse, N.Y., in 1944, FellowsBogardus Advertising Agency decided to build a show for a specific sponsor.
Public service paramount
The Merchants National Bank & Trust Company, a local financial institution, was the account. It had already acquired the reputation of being quick to take ad\antage of new de\'elopments and of being "on its toes" in public relations. So the point we wanted to bring to the attention of the public was the fact that it was also one of the oldest banks in Syracuse and that its aim and first consideration was to be of pid)lic service. So the stage was set for a radio program to be kno^vn as the Historical Showcase.
Many hours were spent at the local Historical Society looking over old manu
Sponsored by KAYLAN CUTLERY Co
• Newspaper advertisements were used to build up audiences for the radio series.
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RADIO SHOWMANSHIP