Radio showmanship (Jan-Dec 1947)

characters (sound effects creations) as Stompie, the little gnome who stomped once for no and twice for yes; his twin brother, Jingle Bells, whose conversation is restricted to one or two jingles, and Casper Gnome, whose inarticulate jabbering is the delight of youthful listeners. Adventures in this syndicated script feature range from an almost fire at the North Pole to a parody on The Night Before Christmas in which all the characters created in the series take part. Sound effects include fire sirens, boat whistles, barnyard noises, dogs and cats, et al. Each story centers around specific toy merchandise, so that even the entertainment itself is Toyland promotion. Commercials for The Emporiiun were entirely centered around the letter contest . . . how to get them, where, when and why. The program was a five-week, fivetimes-a-week promotion, aired at 4:45 p.m. Cards came to Mrs. Santa Claus from various kindergartens and first grades, signed by the entire class roll. Mothers called the station to report that their children wouldn't leave the house until the program had been broadcast for the day. One mother wrote the following letter in 1942: "When I have occasion to phone orders to various companies, I frequently refer to their ad if that ad has resulted in my call. But this is the first time I've taken time out to write a firm to tell them I appreciate their advertising. "I live in Minneapolis, and I have never been in The Emporium, but tomorrow I am going over to The Emporium to do my Christmas shopping. I think many other mothers will do likewise this year in gratitude for the moments of leisure gained. "Mrs. Santa Claus creates a natural interest, and that lady knows children. She doesn't have the goody-goody appeal, but rather she tells of how the gnomes fight and the mistakes they make, mistakes wholly familiar to children, and she holds them spell-bound. My six year old had me write notes to our friends who have children to tell them to be sure and listen! "Many years ago, I attended a meeting of an ad club in Chicago, and I learned then that the greatest advertising appeal is through children. I never thought much about it before, but my boys have sold me on shopping at The Emporium. At first, just the children listened to the program, but now I find myself arranging my work and listening as ardently as they . . . and I despise the usual daily programs." That sentiment was expressed in 1946. Because of the original success of The Emporium with this script feature, the series has been offered in other markets. Among the first stations to use the series was WAGM, Presque Isle, Me., and Mrs. Santa Claus has made several return engagements since 1943. In Colorado Springs, Colo., Sears Roebuck Sc Company began its use of the series in 1944, and has used the program each year since, with excellent results. (See Radio Showmanship, October 1945, p. 345). Other stations who have purchased the 25 quarter-hour scripts include WELI,New Haven, Conn.; WHBL, Sheboygan, Wis.; WROV, Roanoke, Va., and AV^RJN, Racine, Wis. (For sample script, write Showmanscripts, Room 218, 1004 Marquette, Minneapolis 2, Minn.). if Because of a WWDC, Washington, D. C. promotion, 445 men and women of the Home for the Aged and Infirm at Blue Plains were remembered with Christmas gifts. More than 8000 gifts and ^400 in cash were collected at WWDC's Good Neighbor Christmas Party booth during a two week period. Spot announcements contributed to the effectiveness of the campaign. Gifts were presented the day before Christmas, with a broadcast from the Home which featured inmates and WWDC talent a part of the festivities.