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bntertainment Gimmicks Make Musical Clock Series Effective Sales Medium
With basic idea that direct selling is neoer done, musical
clock series for Sibley Lindsay & Curr Company, Rochester, N. V.,
sets IS year old record of entertainment combined with selling
C
^^IliLEY LINDSAY AND CL'RR COMPANY,
^J Rochester, N.Y., has been active in radio on WHAM for the past 15 years.
During that time, a formiUa or technicjiie has been developed that is in its most efficient form at the present time. Keystone of the format is the basic idea that direct selling is never done. The Sibley Tower Clock Program entertains as it presents its sales message, and the entertaining is ingeniously developed from a thousand and one angles. For example, Louise Wilson, Sibley's conmientator, surprised her audience one day by presenting Siwash, the Marine's mascot duck from Guadalcanal. The duck suffered either from battle fatigue or simple "mike" fright and refused to utter more than a mournful "(juack"; biu the change of pace in piogram routine caused considerable comment among Tower Clock listeners.
Cast of Tower Clock Time features, aside from Miss Wilson, Dean Harris, W'HAM chief announcer, who figures prominently in dialogue and Syl iNoxelli. whose piano spec ia hies oiler a musical change of pace. For certain dramatic scjipts. the regular cast is augmented by ;is ni;iii\ as lour j)r()l('ssi()n;il actors.
Human interest angle stressed
IHE hiunan interest angle in production is stressed at all times. A Wluit's hi A
LOUISE WILSON She's the voice of Sibley's Tower Clock.
Name series, recorded in New York, presented inter\ iews with such names of the fashion woi Id as (i. Howard Hodge, Vera Maxwell, Fmily Wilkens, [o (lopeland. Ah in Handmacher and Donald Norris. The interviews brought out the story behind great labels in women's wear and presented an intimate insight into the operation of the greatest institutions that make the most famous fashions in the world.
One of the What's In A Xafiie broadcasts told the stc:)ry of Rochester's Hic:kc)k belt and buckle company. Script dramatized the story of the firm's history, traditions and incidents in the life of the firm's founder, S. Rae Hickok. Ihe entiie plant
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RADIO SHOWMANSHIP