Radio showmanship (Jan-Dec 1947)

laboration of Vernon L. Morelock, radio director of Anfenger Advertising Agency, St. Louis and New Orleans, which handles the Jax account, and the Jack Starr Radio Productions, Chicago. Tempera-Tunes supplant the prosaic temperature announcement with a clever 14-second jingle, set to a catchy tune and designed to amuse while clearing up the confusion of your thermometer reading of the moment. The undertaking is rather elaborate, necessitates a separate jingle for every degree of heat and cold from ten below to a hundred and ten above. But here was a new idea, a "first" that fit the Jax formula, provided a public service for listeners similar to the familiar time signal announcements. TemperaTunes use top-flight talent and are now syndicated and available to sponsors throughout the country. The old but reliable saw about variety being the spice of life guides the brewers of Jax Beer when they plan their radio bili-of-fare. Besides being strong advocates of quality volume radio, the Jax folks are great believers in running the gamut of program types to appeal to every taste in radio entertainment. They figure that while beer lovers are united in their liking for a sponsor's product, the similarity in their enjoyment tastes does not extend to programming. And so the Jax radio off^erings range from hillbilly to classical music, to sports and "outdoors" shows, newscasts and commentaries, screwball quiz shows, visits with Hollywood notables— in general, a variriety of entertainment to suit everybody. This veritable "smorgesbord" i.'i designed so that during any one day or any one week, the Jax message can reach its wide audience, regardless of radio tastes. To keep Jax commercials highly effective, advertising copy is slanted to fit each particular program. The basic "ENJOYMENT" theme, which runs throughout all the Jax advertising, is tailored in each instance to fit the content of each show. Specially written leads— sports, news, historical, etc.— introduce the basic theme in each case. "Personality" show copy is likewise geared to fit. (Continued to page 240) T elevision: Yd NEW WAYS OF SELLING make it neces sary for us to examine our sale tactics. We don't have to have change fo the sake of change, and we won't qui doing those things which we know pro duce profitable sales. But it is necessar' to keep up-to-date on every step of ou marketing progiam. One new selling tool which each montl is becoming more available is television Sometime in 1948 the television audi ence will total millions. Its numbers an( its purchasing power will reward yoi then if you use television effectively. B^ from three to five years from now, tele vision may well carry the major advertis ing load of some companies. The medium will cost more than mos other single media, but because it com bines the advantages of several media, i should set new records for motivating customers, and therefore, prove itself ai economical and profitable instrumeiu o advertising. This belief is in part supported by th( returns which television has been yield ing to the pioneers of advertising wh( have tried it. Ray Nelson, agency president, report: this result from one of his programs. ? Yale professor demonstrated a foldini globe costing $1.00. His television dcni onstration drew 200 orders for the arti cle. That was one order for every 25 tele vision sets in the New York area at tha time. If Jack Benny pulled such a high per centage, he would draw 160,000 dollai bills from the greater New York arc; alone, and so far as I know, neithei Ik nor any other radio artist has e\er dom that by a single performance. ►► Article here is a digest of a talk presented at the 30th Anniversary Dinner of Associated Motion Picture Advertisers, New York City. • 228 • RADIO SHOWMANSH