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Ups SPOT Sales
Coal Company, Radio and Appliance, Hill-Davis Supply Company, Bryson Studios, Lewter Hardware and Star Markets, have all expressed satisfaction with the program. One sponsor in particular, Twickenham Pharmacy, maintains that it was due to this program that his Christmas business was at a record high— far above
supplied application blanks to more than three winners.
Direct contact between sponsors and winning contestants is one more advantage achieved by the format of the "magic word" show. In the event of winners, the check to the winning contestant is presented not by the radio station but by the
One of the winners on "The Magic Word" program over WHBS, Huntsville, Alabama. Checks are presented to persons identifying the magicword by the sponsor who supplied the application blank for the show. Ample publicity is thus given the sponsor/ as The Huntsville Times carries pictures of the different firms as they presentchecksto contest
winners. The "magic word" is contained in every sponsor's message on the program
anything he did last year or the year before The program does not permit competing firms to participate.
Through the WHBS newspaper affiliation with the Huntsville Times, ample publicity can be given to the program. At least one picture is printed from each of the different firms as they present checks to contest winners. So far in the experience of the program, no sponsor has hogged the winning list in supplying application blanks. First winner was from one firm, the second from another firm, the third from still another and so on. Only one firm up to the present time has
firm who supplied the application blank. Originally, all clues were forwarded to the firms participating in the program and not given on the air. However, as one client, Uptain's Footwear, pointed out, personnel would be busily engaged in fitting a pair of shoes on a customer prior to a sale when the telephone would ring and he would be called to give out the clue on the "magic word." Since this tended to prevent rather than boost the number of sales, a new system was inaugurated. Clues were given out on the air and listeners were told they could double back (Continued on Page 29)
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