Radio showmanship (Jan-Dec 1947)

r Specialtf Stores Benef Format For Kempton's, Syracuse, N. Y., luggase shop, sussests basic approach to broadcast medium For other types oF specialty stores A SPECIALTY STORE with a certain type of merchandise to sell should have, for best results, a specialty radio show that immediately identifies itself with the type of store it represents. This statement is not pure theory. In practicality, the idea works. It has worked, and profitably, for Kempton's, Syracuse, N. Y., the leading luggage and leather goods store of Central New York. Tailor made to suit needs To start with Kempton's wanted a program that would set itself apart from other morning shows. WSYR came through with a format for a show that is titled Kempton's Travel-Time. It hit the jackpot. For, just as a spor s program is right up the alley for a man's store, TraveUTime is a natural for a luggage store. And just as WSYR produced the desired program specifications for Kempton's, so should other stations be able to do likewise for other types of specialty stores which they consider poten^ tial sponsors. The backbone of Kempton's is luggage and travel accessories, plus a large handbag department (which in itself falls neatly into the travel picture). Items other than travel accessories in the personal leather goods department work in nicely from there, and even the gift department (gifts for the hostess, entertaining accessories, etc.) comes into its own. This specialty program worked out for a specialty store was tailor-made, styled and designed to suit the customers, the merchandise, and the personality of Kempton's. With the sponsor and the radio station working together, a number of devices were developed to give the program the proper atmosphere and make it individual and appealing. For Travel-Time, Kempton's stayed on 406 Clarence Keller, WSYR account executive, and | jamin Kempton, owner of Kempton's Luggage S; talk over the fall radio advertising schedule as Kempton and Frank Hennessy, emcee of Kemp j "Travel-Time" look on. i the board for 8:00-8:15 a.m. where it had been successfully for almost three years with the World News Round-Up. By using this established time and beaming the new program to the same type of audience, an immediate advantage was gained. The need for, and wisdom of, this change may well be questioned here. But with public attention turning to peacetime pursuits, it was mutually agreed that the news round'up type of show, with the necessary detailing involved, was losing its value to the extent that a switch was indicated. WSYR has a regular news show at 7:45, and on the four other Syracuse stations, there is nothing but news at 8 o'clock. Simple format with gimmicks Travel-Time is essentially a disc show, with more music, and good music stressed. Because of the devices used, it is an entirely individual show separated from all others, even though the personality, Frank Hen^ nessy, is WSYR's regular timekeeper. He sings the theme song (a good one, inci' dentally), repor s on the weather, and announces the time about twice during the 15 minutes. Commercials are kept down to allow for four full musical selections, and still time is left for the travel hint. The travel hint, plus a specially selected travel song of the day, is one of the major devices which ties the program together. It varies from places of local interest to foreign countries, from scenic spots through^ out the entire country to cruises. Each RADIO SHOWMANSHIP