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For the benefit of the Hstening audience, emcee Eddie Chase interviews a Coffee Time at Wurzburg's guest. Wurzburg's fashion editor, Dorothy Page, stands by for comment about millinery styles worn at the home talent breakfast program. . ,
Table interviews with guests, a surprise "gag" each day, a gift for the women and music form the nucleus of the program. To these features is added a Diamond Jubilee Jingle Contest with a diamond ring given away each month to the woman providing the best last line of the jingle.
Showmanship naturally has everything to do with the success of the progiam. Chase has a pre-showtime warm-up which keys what is to follow. He announces the jingle contest and calls attention to the prize diamond ring on display. (The ring is displayed, incidentally, right next to the box where the Wurzburg jingle entries must be deposited— and you've got to visit the Campau Room to get one of these entry cards.)
Chase presents samples of toilet powder, lipstick, etc., to the ladies, and he even hands them cigars for their husbands. He calls on "Stubby" for special music at the request of the guests.
Then comes the "gag" of the day. It may be a contest to determine which woman present has the most grandchildren; the largest number of articles in her handbag; the one who has come the greatest distance or who has been married the shortest or longest length of time.
The daily winner is brought to the
stage and introduced to the audience and to Dorothy Page, who presents her with the gift. During the presentation Miss Page describes the gift, mentions the Wurzburg department from which it comes, and cites its place in the fashion scene or in the home.
Subtle commercials
The gift item, which as you may surmise, actually is the commercial, is carefully chosen to tie-in with Wurzburg's basic advertising progiam for the week. If the gift is a fashion item a brief fashion show, featuring three Wurzburg models, is presented. Miss Page describes each outfit and gives the newest fashion trends. She then invites the guest-winner to visit the fashion department and select her own gift. On some occasions, the actual gift is presented at the broadcast. At other times, a gift certificate is given, and there's always a consolation gift on hand in case of a tie.
The two biggest days of the month are the days on which the winner of the diamond ring is announced and the following program at which it is presented. The presentation, of course, is made on the stage with appropriate build-up and fanfare.
It's fun. It's sport and amusement. And it makes friends and customers.
JUNE, 1947
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