Radio showmanship (Jan-Dec 1947)

leners, Creates Letters to Santa Clans are the chief appeal of these programs, and since every ?tter more or less represents a commerial for the sponsor's Toyland, commerial emphasis is given more to a bid for lail than it is to specific merchandise I cms. Santa Claus is the chief character, with lis broadcast generally originating from he North Pole. In some cases, Santa reads II the letters sent to him, and in other ases, only some of the letters are read, ^ith all mail acknowledged on the air. enerally, Santa Claus is assisted by ^Jorth Pole gnomes and numerous sound ffects such as wind, airplane, filter mikes, — tc. are used to enhance the North Pole llusion. It's as simple as that, but it has proved o be a successful format in all parts of he country, as indicated by the experinces of the following advertisers who nade use of such promotions last year. Twelve years for same sponsor Back in 1935, the Belk Leggett Comlany, "Durham's Largest Department tore," first made use of a radio Santa ^laus promotion. It has continued with his holiday promotion over WDNC, )urham, N. C. without interruption ince that year and almost before the 946 Christmas tinsel had been removed, he 1947 schedule was signed. Every year, A/^DNC manager, Frank Jarman has clayed the role of jolly ol' Saint Nicholas. The original show w^as done from the itore with Santa interviewing the chilIren over a microphone set up in the toy lepartment. However, the remote broad:asts drew such large crowds that a new ormat was evolved. Broadcasts now originate from the NJorth Pole, with Santa's appearance leralded by static and sleigh bells. Santa :alks with the boys and girls about the ivork-shop, with toy shop noise (electric trains, hammering, etc.) in the backaround. Blizzard sound effects, etc. are CTOB ER, 1947 also used on occasion. Santa is assisted by his helper, Jo-Jo (33j/3 speech recording played at 78 r.p.m.) whose conversations are translated by Santa Claus. Portions of every letter received are used on the broadcasts, with the name, age, address and a few pertinent facts of each letter included in each acknowledgement. Santa makes it a point to never make a promise to the children, but he lets them know he will do his best to bring them the things they want. Twice during each WDNC broadcast, commercials for Belk Leggett "back in Durham" are brought in over static. Thirty-second commercials, read by the announcer, deal with every store department. Belk Leggett ties-in the promotion with its newspaper advertisements, and WDNC promotes the show with newspaper advertisements, the WDNC News Magazine, and car cards. Mail pull the test What Santa Claus pulled in mail in 22 days on KGVO, Missoula, Mont., was almost 3000 letters. All that it took were two live characters, Santa Claus and an announcer; and one fictitious character. Popinjay. W^ith the Missoula Mercantile Company as sponsor, the quarter-hour Visit with Santa Claus went on the air at 5:15 p.m., Monday through Friday. All letters were either read or ackowledged on the air. In addition, Missoula Mercantile personnel, in combination, wrote personal letters to each youngster on special North Pole stationery. AVhen Santa Claus made a personal appearance at Missoula Mercantile, the Jact was heralded by a full page newspaper advertisement. The series was thoroughly exploited by Missoula Mercantile, and tiny Santa Claus figures beside an in-store mail box called attention to the fact that letters to Santa Claus could be mailed in the • 329 •