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ith Specialtf Programs
of these travel suggestions is appropriate to the season, and each is written so descriptively as to call a definite and appealing picture to the listener's mind (in other words, the more people with a yen to travel, the more people who will need the luggage with which to travel).
Local ansles developed
In addition, the use of live travel inter^ views has been played up, not only for listenability and information, but also because the use of local personalities helps to build up local interest. These personalities have been travel agents, airline managers, railroad officials, and so forth. The president of a Syracuse manu' facturing firm was interviewed before he took off on an extensive global air trip. The manager of the General Motors Train of Tomorrow appeared on TravelTime when the train was displayed locally. Special events such as the latter are timely and of general public interest.
Finally, Kempton's has offered, via Travel-Time, free travel guides which were published by Oshkosh Trunks & Luggage. These guides which include information on
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such subjects as tipping, reservations, packing and trip planning were offered during the height of the travel season and some 300 were requested.
Travel-Time has undoubtedly produced results for Kempton's, thereby illustrating the wisdom of coordinating a special type of radio show with a special type of retail store. Perhaps not enough attention has been drawn to this kind of planning, but certainly the radio station who puts forth a presentation on this basis, and the store who utilizes it to the best advantage, benefit. A specialty program for a specialty store is a natural!
Kempton's of Syracuse is one of WSYR's oldest sponsors. The program, TravelTime, was produced as a tailor-made show for this specialty store, keeping in mind that the market for Kempton's embraces an area very comparable to the exact listening area of WSYR.
It is interesting to note how successful an advertiser can be who carefully selects his program and his station, and after doing so, continues with a successful format over a long period of time, thereby insuring completely successful results.
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