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f^\ Listener Participati
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Floral incentive for listener lette Shops, Chicago, with added sak
Executed by-. SALTIMIERAS RADIO ADVER
PAUL BRON SALINER
Weaver of memories of
Your Musical Corsage, aired
weekly over WAIT, Chicago.
WITH THREE LOCATIONS in North, South and West Chicago, the Schiller Flower Shops is one of the city's oldest established florists. Its progressive, advertising minded president is Willard G. Asmus, son of George Asmus, nationally recognized pioneer leader of the floral business in America.
Willard Asmus has turned to radio as an advertising medium, in an attempt to bring flowers into more of an "every day" bracket, rather than "special occasion," without, however, losing sight of the value of special occasion promotion.
Mr. Asmus did not just "buy radio." He waited for the right kind of a program, a program that was specifically suited to his particular needs. When Your Musical Corsage was presented by SaltiMiERAs Radio Advertisers, who own and package the series, he saw in it the elements he was looking for and took to the air over WAIT, Chicago, 111. Since September 14, 1946, the program has been heard on a once-a-week schedule, 5:005:15 p.m., Saturday. Results have been such that current plans call for an expanded radio schedule next fall.
Program mechanics
A listener participation program, listeners are invited to write in requesting their favorite Memory Melody, Narrator Paul Bron Saliner, president of the Saltimieras Radio Advertlsers Agency, reads the winning letters and presents the
230
songs requested by the listeners whose letters are read.
Listeners who write letters give the name of their favorite memory song and tell the story of how they happened to select it. The four most interesting letters are used on each program, and each winner is awarded either a floral corsage or a large bouquet of flowers, depending upon which best fits the tone of the letter. Letters are edited and read over the background of the memory song, followed by a featured chorus of the melody. In addition to Mr. Saliner, the talent includes Alice Angela Oleson, piano melodiste and writer, William E. Wright.
Mail measures audience pulse
About 150 letters per program are received, and in the aggregate, these letters from WAIT listeners present an interesting cross-section of its audience. Approximately one out of every six letters is from a male listener . . . surprising, in that the show is highly sentimental and is slanted primarily at feminine listeners.
On the whole, letters are sincere, sentimental and packed with a great deal of human interest. They reveal a widely diversified audience of all age gioups . . . newly-weds. Golden Wedding celebrants, sweethearts, broken hearts, Gold Star Mothers and a relatively high percentage of professional people. Although the group is highly diversified in most respects, listeners have one major characteristic in common — an over-average amount of sentiment. Obviously good prospects for a florist.
RADIO SHOWMANSHIP