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I
ell good will primarily, although there s some merchandise selling on occasion. V dozen times a year (Christmas, Easter, lational holidays, etc.) commercials are ntirely eliminated, and a standing order rom Mr. Sachs is that if the program s running overtime, the commercials hould be withdrawn, rather than a conestant.
Sachs also sponsors But Not Forgotten, )roadcast Monday through Friday, 10:150:30 p.m. over WENR. It features nos
talgic music played on the piano by Ilerbic Mintz, who recalled peisonaiities and incidciils of stage, s( recn and radio. IV>tli the Ainatcur Hour and But Not Forgotten are directed toward the family audience and the average radio listener.
Cross-plugs are included on each program, and both are promoted over WENR by chainbreaks and stay-tuned announcements, with occasional windowdisplays in the Civic Opera Building iind the store itself.
Christmas -)< Is Something -)< Special
.t's on the air, week after week, the year iround, year after year, with Morris B. jachs, Inc., Chicago, 111., playing Santa Ulaus to the amateur contestants who :ompete on the Sachs Amateur Hour, but Ilhristmas is something special. Then, inieed, the broadcasts reach gigantic proportions, with an enormous Christmas ree, formal dress for the announcer and )roducer and special holiday numbers. n addition, service and philanthropy,, wo elements which are always present as I matter of year-round store policy, reach ;ven higher proportions.
It's a splendid example of the way in vhich a year-round promotion lends itelf to special holiday trimmings, with )enefit to the program and to its sponsor.
It was as a matter of philanthropy, for example, that led Sachs to sponsor the Hhristmas basket campaign of the Amercan Legion. The campaign got undervay at a broadcast early in December, md to attend the broadcast, which orignated from the Civic Opera House, the tudio audience had to contribute cans )r packages of food as the price of admislion. The auditorium, which seats 3500, Aras filled, and thousands of people were urned away. Five tons of food were con:ributed. To this, in the 1941 Christmas ampaign, Sachs added $1000 worth of cood as well as 1000 chickens which were
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HI >CTOB E R
1947
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Ceiling high is the collection of foodstuff collected at the annual Christmas airing. Two members of the American Legion Auxiliary look over the collection with Morris B. Sachs. Some 15,000 items of food were collected for Cook County needy.
distributed to the needy of Cook County. Philanthropy, of course, without thought of personal gain. But without doubt, such efforts win new friends for Sachs. They also stimulate studio attendance, which in turn is an additional incentive for the amateur performers, and they win new friends for the radio program.
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