Radio showmanship (Jan-Dec 1947)

wkh his revolutionary credit policy— cjuality clothing at mark-ups often lower than cash sales stores— he quickly won a grateftil following. He now sells to the third-generation offspring of his original ctistomers. Always underspaced for the volume of its sales, the Sachs store quadrupled in size in 1925, expanded again in the depression year of 1934, and reached its present size during the 1940 recession. As further evidence of the handsome results which concentration on radio advertising has produced, a branch office on the north side of Chicago, scheduled to open this atuumn, marks the fotuth major expansion in the store's 29-year history. The top item in its radio schedule is Sachs' Amateur Hour, broadcast Sundav, 12:30-1 : 30 p.m. over WENR and WCFL. This program is now in its foiu'teenth year. The first broadcast of the Amateur Hour in September 1934, originated in the store windows of Sachs' Clothing Store, and prizes to winning contestants were gold, silver and bronze medals. AVithin several weeks, the spectators crowded in front of the store windows reached traffic-stopping proportions, and the origination point was shifted to an auditorium. When these quarters were outgrown, the program was taken to its present home in Studio "A" of WENR. Since its first broadcast, the program has played before studio audiences of over a half million people, and several times a year the progiam is broadcast from Chicago's Civic Opera House in an effort to accommodate the thousands who wait 15 to 20 weeks for admission tickets. Over 8000 amatetus, ranging in age from four, iqjward, have been heard on the program, and many notables of the entertainment world have appeared on the series in their pre-stellar days. Prior to the Sunday broadcast, approximately 12 contestants are chosen at auditions held in the Civic Opera House, with Eddie Preckman, producer of the show, conducting the auditions. Contestants are selected from three to four weeks prior to the broadcast on which they are to appear, and talent of every type is encouraged. Ihe entire program, including interviews with contestants, is written into script form so that the show is wTll-paced and organized. Scripts are prepared bv Elizabeth Burke of the \Vade Advertising Agency from material gathered from the candidates immediately following their selection. On the broadcasts, announcer Bob Murphy does the inter\iews. On each broadcast, following the performances of the contestants, the three prize winning contestants of the previous week are recalled for the presentation of their prizes. The three top winners receive 175, |40 and §20, respectively, for first, second and third place, in addition to a 17 jewel curvex wristwatch for each of them. Because audience sympathy for the very young and the very old is frequently unfair to more talented amateiu^s in other age groups, program contestants are presented on different hours in accordance! with pre-established age brackets: four to, ten; ten to fifteen, etc. Listeners themselves determine the winners, with tabulations of the response of listeners who write or telephone their, choices the basis for the decisions. All children who compete on the pro giam receive a 15 jewel Gruen wristi watch, win or lose. In its 13 years of existence, the amateur hour has brought personal happiness a; well as professional success to many Oi its contestants. It has purchased a comi plete bridal outfit for one hopeful youn^, miss; spectacles for a nearly blind cen! tenarian who wanted to spend the rest O: his days "just reading the Good Book"' a new set of teeth for a triunpet playe whose performance was marred by loosCj fitting "uppers." Too, the program has contributed tH the success of ninirerous civic drives, li has accurrrulated and distributed mori than three million cigarettes to service nrcn and hospitalized veterans in the las five years. It raised more than |10,00 toward the infantile paralysis fund. Commercials on the program are brie Out of the entire 60 irrinutes, there is total of four and a half minutes of con mercial time, with the copy designed t • 332 • RADIO SHOWMANSHII