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1^ Prestige With Radio
As illustratedlby Frankel Clothing Company, Des Moines, la.
pecific business field. Each program prcents a general picture of the requirenents and opportunities in a definite ield.
Under the guidance of their instructors nd KSO's director of youth activities, fom Lewis, questions are prepared by he students themselves as a class assignaent. Frequently an entire class partici)ates in making up the discussion quesions.
All programs are recorded, and at the nd of the series, the programs are audiioned to determine the three most effecive broadcasts of the year. (Judges for the 946-47 series included C. F. Schropp, lirector of audio-visual education for )es Moines schools; KSO promotion diector, Don V. Shoemaker; Edward L •rankel of Frankel Sc Associates Agency, nd KSO director of youth activities, Tom .ewis.) First prize is a $25.00 merchandise ertificate to each of the four participatng students, to the teacher and to the rogram guest. Second prize is a 1 15.00 aerchandise certificate to each partici>ant, with $10.00 merchandise certificates or participants winning third place.
rf erchandising for prestige
On the theory that it is as important to aerchandise a prestige-building program
as one designed lor sales, Fiankcl's cooperates in every way possible to increase the effectiveness of the broadcast campaign.
A photograph of each broadcast is sent to the honor school, and a dubbing of each broadcast is also presented to the school. On the audience-building side, Frankel's places newspaper advertisements announcing each program, and in its downtown Des Moines store it features window displays of pictures of the broadcasts. KSO prepares news bulletins which are sent to the schools, guests and newspapers in the area in advance of each program.
The one commercial interlude is merely an expression of Frankel's interest in the youth of the community, and the store's desire to make a contribution to their successful choices of careers.
Tangible, direct evidence of the effectiveness of the series comes from comments and letters, and Mr. Frey himself handles most of the mail recei\ed in response to the program. These letters in appreciation for such a service from educators and from the rank-and-file radio audience are proof-conclusive to Frankel's that it's community service policy is definitely furthered by means of its radio series.
Kirk Fox, left, editor of Successful Farming, discusses with the students of Grimes High School, Des Moines, the possibilities for careers in publishing. KSO's Tom Lewis, second from left, seems to be learning a lot from the discussion too.
EPTEMBER, 1947