Radio showmanship (Jan-Dec 1947)

came to life. Cookie Carr, who is Jessie Fordyce, a member of the original Three Sisters trio, sang the jingle and joined Artie Dunn, vocalist of The 3 Suns in duets. Shortly after the first of the year, when J. B. Carr Biscuit Company became Carr-Consolidated Biscuit Company, the Carr Melody Bakers returned to the air, with its expanded schedule reflecting the growth of the firm. As was the case in 1945 and 1946, the programs were transcribed so that the programs could be broadcast at the most advantageous times in the sponsor's selected key marketing areas. Featured singer was Johnny Desmond, with a supporting cast which included the Clark Sisters, formerly known as Tommy Dorsey's Sentimentalists; Tony Mottola's all-star orchestra, also heard on the 1946 series; John Reed King and Bert Parks as masters of ceremony and announcers, and Cookie Carr. All of the radio activity has been handled and directed by the LynnFiELDHOusE Advertising Agency, WilkesBarre, Pa. and New York. W. B. Pritchard serves as agency radio director. Other Articles About Radio Advertisijig for Biscuit Manufacturers Station and City Regional, 4-state area Retailer Colonial Biscuit Company MODERN ROMANCES: Radio tampaign based on old fashioned courtesy built the Colonial Biscuit Company of Pittsbingh, a division of United Biscuit Company of America, into one of the major bakery organizations in the nation. Schedule included 13 radio stations. July, ic)44, p. 222 Station and City Retailer Crescent Macaroni & Cracker Company WOC, Davenport, la. GUEST OF HONOR, others: Back in the days of the first crystal sets, when ears were glued to head phones to hear the chimes over WOC, Crescent saw the advertising potential of the new medium and since those ])ioneer days of 1925, Crescent has never been oil the air. November, KJ42, p. )J2 • 224 • IN EVALUATING the performance ol radio as a medium for advertising, one criterion which has always been applied to ladies' ready-to-wear is the advantage of "eye" over "ear" appeal. Many merchants insist that visual adver Success of low-cost show ii accessories, and within four\^ Millinery, Waco, Texas, dioe tising cannot be matched by radio be cause women have to see at least a fac simile of an article before they can visualize themselves wearing it. However, one man — Leonard Wolf — Julian's MiluNERY of Waco — comes up with facts and figures to prove that radio is really in the magic lamp class when it comes to selling hats. Julian's experiment over WACO in Waco, Texas demonstrates the effectiveness of aural pictures; it has shown that window-shopping via radio can be made highly successful. Starting with sponsorship of a fiveminute local public service program, after only four months' time, Julian's apportioned 98 per cent of its entire advertising to radio alone— and, a new halfhour show is being formulated by WACO to promote the name Julian among hatlovers! Early in March of this year, Julian's opened a new hat re-modeling department. The entire promotion campaign i for the opening was done on the com ' mercial preceding the five-minute pro gram, and results were phenomenal. Ihc entire re-modeling department was fore cd to work until 10:00 p.uL c\'cry night for a week following the first broadcast an nouncing the service. C^ustomcrs had to be asked to bring their hats in several weeks in advance of expected delivery, and radio advertising plugging the new feature had to be dropped completely. Earlier this spring Mr. Wolf unlimbered a prophecy which pointed up his RADIO SHOWM ANSH I P I