Radio showmanship (Jan-Dec 1947)

poses, the tendency to forget the listening audience in certain programs of this nature has tended to alienate some listeners. Listener participation, whether in combination with a studio show or alone, certainly gives more people more of a chance to join in the fun, and there's less tendency in such a show to play entirely to the studio audience at the expense of what is radio's basic market, the listener. Participating NEIGHBORHOOD BRIDGE CLUB Top bridge players of Tallahassee, Fla. vie for high score prizes weekly, but they don't necessarily have to be seated at the Neighborhood Bridge Club table in the WTAL studios to win. Local women are presented on the show which is broadcast direct from the bridge table where a microphone picks up chatter and bids of players. For the benefit of WTAL listeners, a mystery voice gives listeners each hand before it is played and a detailed description of play is broadcast during the game. What makes it fun for studio and audience players is that both have a chance to win prizes. Listeners jot down the hands as given them by the mystery voice, and follow the plays the studio players make. At the close of the 30-minute show a prize hand is given to studio guests to play after the broadcast. The same hand is given to the listening audience. Listeners are invited to play the hand the way they think it should be played, then write a letter describing the way it was played. The first letter closest to the way the hand was played by the studio contestants wins a five dollar grocery award. The first two correct letters win bids to participate in studio play. Two high scorers in the studio each week participate in the following week's broadcast. Show is designed to run in short, six-week series, with a grand prize for each series. Players on each broadcast are introduced by name. Program was originally carried as a participating show with non-competitive firms awaiding prizes in return for air mention. A new scries is ])lanned for • 246 • early Fall with sponsor sold instead of participating idea. AIRFAX: Program is produced and directed by WTAL program director, Read W. Wynn. First Broadcast: March 26, 1947. Broadcast Schedule: Wednesday, 2:30-3:00 p.m. Preceded By: Queen for a Day. Followed By: Heart's Desire. Sponsor: Jitney Jungle Food Store; Cox Furniture Co.; Tallahassee Nurseries; The Vogue Shop; Capital Pharmacy; Martin dC Dalton's Beauty Shop; Gene Perkin's Delicatessen, others. Station: WTAL, Tallahassee, Fla. Power: 250 watts. COMMENT: Here is an interesting way for sponsor and station to identify themselves with community life. It's a type of programming that makes for first-rate listener promotion in the area. Series has excellent name value and takes full advantage of the average person's love of competition. Women's Wear MYSTERY TUNE Alan's Ladies' and Children's Ready-to-Wear Store, Clarksdale. Miss., knows the power of radio as a good will builder, biu thanks to its current series over WROX it also appreci ates the value of a gi?nmick to create store traffic. For more than a year it used a tran scribed program of salon music. Owner Sam Resneck was satisfied with the re suits, had complete faith in the broadcast medium. Then WROX presented the idea of a Mystery Tune and Alan's went along on the idea. A popular tune is played on each broadcast, and listeners are invited to telephone WROX with the name of the Mystery Tune. To the first person tele phoning the correct answer goes a |3.00 gift certificate redeemable in the particular department featured on that broadcast. Optional is one silver dollar in lieu of the gift certificate. Winners must call at the store within two days to claim their prizes. Says owner Resneck: "Alan's has gained many new customers through this program. One winner who had never before been in our store came by to collect the 1-5.00 gift certificate and applied it on a 122.00 dress. She's a regular charge customer now ... a new one gained through I lie radio program." RADIO SHOWM ANSH IP I !