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Does leen-Age Show
Carry Its Weight?
That it does if its integrated with an entire teen-age program, backed with continual and interesting promotions is the attitude of The Fair Store, Chicago, III,, now in its third year of a teen-age series broadcast ooer WCFL
by L H. FOSTER, sales promotion manager. The Fair Store
A GREAT DEAL has been said pro and con regarding teen-age radio shows. This is not an attempt to theorize on one side or the other but a report of how we at The Fair view the situation from our own particular experience and our observation of the efforts of others.
One outstanding factor seems evident. That is that the spasmodic or half-hearted attempts at teen-age radio shows rarely work to anyone's benefit. Here and there, stores attempt shows on a trial basis or probably enter into a new format with the heartiest of enthusiasm only to cool off 13 or 26 weeks later and decide that it has not paid its way. This, we believe, is the very core of the problem.
Seldom does a teen-age radio show pay its own way, as such. Projecting it into the air waves by itself much as you would toss a child into shallow water and expect it to learn to swim can be hazardous or, at best, uncertain. But if the show is an integral part of an entire teen-age program, it will learn to swim and possibly break records.
It can pay its own way
For illustration, almost three years ago, The Fair started the Fairteen Club, an organization that now enjoys a membership of more than 12,000 girls. Housed in
their own clubhouse on the 8th floor of the store are facilities such as lounge corners, coke booths, a powder room, a juke box, a radio, a stage, and an office for the professional director employed by the store to supervise the myriad of club activities.
Present are full facilities for the teens' own radio show. Running five days a week, four of the radio shows emanate from the WCFL (Chicago) studio. Teens (themselves), guest personalities, and records are featured on the Monday through Thursday shows. The fifth and final program on Friday is staged before a studio audience. Quizes, dramatic skits, audience participation, etc., in fact, all the elements of teen radio shows are included.
These shows serve as a media of continuing interest and are the necessary spark-plug for building up momentum during any specific week for special promotions that occur approximately every other Saturday. The Saturday promotions are held in The Fair's 8th floor auditorium, which comfortably houses approximately 1,600 persons.
It takes interesting promotions
Fashion shows, author and celebrity guest appearances, decorating and sewing sessions, just-fun sessions, charm
JULY, 1947
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