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Wins Audience at Low Cost 'n
With Hooper rating of 17.5, a low-budget WFBR rngstery turie show outranks local programs broadcast between 8:00 a. m.-8:00 p. m.
PROGRAMS NEED NOT be elaborate to attract large listening audiences, and where a give-away is used, the incentive for listener participation need not be large. Giving point to both rules is the radio experiences of Isaac Potts, Baltimore, Md. furniture retailer and appliance dealer, trading as Little Potts.
With the recent renewal of his contract with WFBR he launched his Sing 'n' Win program on its seventh consecutive year, and practically all of the Little Potts advertising budget is devoted to this one program.
Specific furniture items are sold each day as a direct result of the sales messages incorporated into the program, and it commands the highest Hooper listening rating of any program broadcast on any Baltimore radio station between the hours of 8:00 a.m. and 8:00 p.m. According to a Baltimore Hooper Report (December, 1946 through April, 1947), Sing 'n' Win has a rating of 17.5, with 72% of the sets-in-use tuned to it.
Sing 'n' Win (copyright by Maurice Chessler Advertising Agency) is presented as a ten-minute portion of WFBR's audience participation show. Club 1300 heard Monday through Saturday, 1:05-2:00 p.m. Sing 'n' Win takes place every day at 1:30 p.m.
Two telephone calls are made on each program, and if the recipient of the call is able to identify the song just sung on the program, he is rewarded with a cash prize. The prize money consists of five dollars per telephone call. If the recipient is unable to identify the song title, the amount of money in the jackpot is increased by five dollars and passes on to the next call. There is a one dollar consolation prize for each loser.
During a Sing *n* Win broadcast, Issac Potts renews his contract for the WFBR mystery tune package for the seventh consecutive year. Emcee Henry Hickman, with microphone, describes the event for listeners, as members of the cast smile their approval.
Henry Hickman, emcee of Club 1300, conducts the telephone calls, and the songs are sung by duet-vocalists Marion Dawn and Carroll Warrington. Once a week the vocal spotlight is turned on The Lather Boys, WFBR's barbershop quartette.
The program format consists of an appropriate organ theme, with introductory remarks by Henry Hickman, followed by song number one. W^hile the first telephone call is being made, Marion Dawn reads the commercials; after which Henry chats with the recipient of the telephone call. The second half of the program is like the first, with another song, another commercial and another telephone call.
Displays are used in the large windows of the Little Potts' furniture store and in WFBR lobby display windows.
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RADIO SHOWMANSHIP