Radio showmanship (Jan-Dec 1947)

Photographers I REMEMBER CHRISTMAS Newspaper readership surveys indicate the tremendous interest of the reading public in columns devoted to 5-10-15-25 years ago events and activities. Such columns attract attention in metropolitan areas, and they are even greater attention getters in small markets where there is a close-knit community relationship. What makes for good reading also makes for good listening, and it was material of this nature which provided the background for an effective KVFD Christmas series jointly sponsored by the Don Peterson Photos and the Colonial Dress Shop. What listeners heard in a series of ten 15-minute episodes at 6:30 p.m. was the story of other Christmases in Fort Dodge, going back to 1868. Material was taken from old newspaper files and presented in dialogue form, with the narrative carried by an old man and his little grandson. Comments Edward Breen, KVFD president: "It was one of the finest things we have ever done of a local nature. We are thinking seriously of having the scripts printed in book form to be given away by the station as an elaborate greeting for next Christmas. W^e certainly will do a somewhat similar show every year from here on out." AIRFAX: Series was scripted by Ken Peterson, with KVFD's program director, Drexel Peterson taking the role of the old man. A genuine find for the part of the little boy was Alan Johnson. Broadcast Schedule: Ten episodes, 6:30-6:45 p.m. Sponsor: Colonial Dress Shop; Don Peterson Photos. Station: KVFD, Fort Dodge, la. Power: 250 watts. Population: 22,904. COMMENT: Only a germ of an idea is needed for the development of successful radio programs and promotions. While / Remember Christmas w^as strictly an original KVFD production, the germ of the idea came from a Yuletide promotion from KORE, Eugene, Ore., Christmas Then, described in the October 1945 issue of Radio Showmanship, p. 348. It's an illustration of how programs described in Radio Showmanship may be successfully adapted to other markets, to meet the specific needs of other advertisers. CHRISTMAS TIPS Programs and promotions briefly noted. Department Stores FAMOUS STORIES UNDER THE MAISON BLANCHE CHRISTMAS TREE Once an advertiser finds a Christmas promotion that is adapted to its needs, that program can often be repeated year after year. In 1944, Maison Blanche, New Orleans, La. department store, found such a feature in Famous Stories Under the Maison Blanche Christmas Tree, scripted by Virginia Freret. For three successive years it has continued to present the program over WWL. Grocery Stores CHRISTMAS TREE OF 1945 As a Christmas promotion to capitalize on seasonal interest in fine foods, the Red k White Stores of Western Montana presented a series of 15 scripts over KGVO, Missoula. Scripted by Baker & Berg Advertising Agency, Salt Lake City, U., Christmas Tree of 1946 included Christmas legends and lore, music, and a mail-pull hook. Insurance CHRISTMAS HYMN During Christmas week, the Lamana-Panno Fallo Insurance Company, New Orleans, La., presented 15-minutes of Christmas hymns over WDSU. The dignity of the program was well adapted to the burial service of this organization. Music Stores CHRISTMAS IN OTHER LANDS For eight Wednesdays before Christmas, the Grunewald Music Store, New Orleans, La., presented a series of stories about Christmas in Other Lands over WDSU. The quarterhour series revolved around Christmas customs of other lands. OCTOBER, 1 947 • 353 •