Radio showmanship (Jan-Dec 1947)

a SHOWMANSHIP IN ACTION Promotions and merchandising stunts that „ will lift a program out of the ordinary. Bakeries :HILDREN'S party a juvenile program v^ith a twofold purpose, (1) as public ervice to promote safety, and (2) also mportant, to sell bakery products, is the pproach of Jackson's Bakery, Pembroke, )nt., to radio. Each week 20 youngsters are the guests »f Jackson's at a Children's Party which matures songs, stories, honey-dipped oughnuts and ice cream, and a short talk n safety by such invited guests as the >olice chief, playgiound supervisors, wimming instructors, etc. While youngsters have only to tune-in HOV to share in the party fun, they aust write to the station for their invitaion to attend the party in person. Printd invitations go out on the basis of firstome-first-served, but everyone who reuests an invitation can be certain of an nvite. Theme song sung by the youngsters hich ties-in with the safety promotion ervice angle: "Stop, look and listen before you cross the street. Use your eyes and use your ears before you use your feet." The tune is The Farmer in the Dell. Two short, friendly commercials are iven during each broadcast. Commerials are usually directed straight to the nothers, ie, "Now, boys and girls, you go ight ahead witli those delicious Jackon' s honey-dipped doughnuts, while I have a word with your mothers at home." Emphasis is divided between bakery producls and bakery s('i\i(c. Moic idl ing ihau the /O-word (oduik ic iais aic ihc s(jucals of dchglu when the Deals aic distribuled at llw Children's Party. Jackson's reported a decided indcasc in sale of ils product after the second broadcast, and customer comments to sales clerks indicate that the program, in less than a month, had brought in many new clients. AIRFAX: Program is directed by Edyttie Wood, CHOV director of children's programs, who tells the story, conducts group singing and playing of games and introduces the guest of the day. An announcer presents the commercials and conducts brief interviews with youngsters via a hand microphone. No stranger to the small fry is Aunt Edylhe, since she's on the air three times a week with a series of story-telling programs. First Broadcast: May 10, 1947. Broadcast Schedule: Saturday, 10:30-11:00 a.m. Preceded By: Novelty in Rhythm. Followed By: News. sponsor: Jaclcson's Bakery. Station: CHOV, Pembroke, Ont. Power: 250 watts. COMMENT: Here's a positive approach to the problem of safety, with its emphasis on the do, instead of a negative attitude which stresses mostly the don'ts. As such, its value as public service is that much greater. From the point of view of the sponsor, it means not only making friends with the moppets but also earning a full measure of good will from parents. Boys' Wear so YOU WANT TO BE AN ANNOUNCER Every teen age boy likes to try his hand at radio announcing. Phil A. Halle Boys' Department gives that opportiniity to the high school boys in Memphis, Tenn. So You Want To Be An Announcer is a half-hour program aired once weekly. Each high school in turn is notified of auditions, and elimination auditions narrow the field to five participants. Format of the show includes news, commercials, and a spontaneous situation which the boy must handle in addition to his announcing the music played on the show. A prize is given to the boy who gets the most points on the weekly program. The grand prize after final eliminations: a three-month contract as a junior announcer on WHHM. Well pleased with this program because it has an institu EPTEMBER, 1947 • 317 •