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MOTOR FIRM SAYS 'FIND THAT FORD1
A simple program format which requires only two men, a control operator and an emcee to produce a fifteen-minute show is bound to keep any sponsor advertisingbudget happy. When that same program is so unique it has captured the attention of droves of radio listeners, that sponsor's satisfaction is doubled.
And that is the situation with "Find That Ford," a fifteen-minute quiz show offering being served by Station WSAV, Savannah, Georgia. Sponsor who is getting big merchandise promotion via this show is the J. C. Lewis Motor Company. The program promotes their repair shop and sells 1949 Fords.
Gimmick that has quiz-conscious Savannah audiences on their ears is an unusual clue consisting of a short vocal clue sandwiched in between two fragments of song. Tune lasts approximately thirty seconds and is followed by the query, "Can YOU Find That Ford?"
"Find That Ford" quiz actually follows the standard call-out procedure, averaging three or more calls for each program. Show opens with a simulated police radio call, transcribed for ease of operation. Call
AIR FAX: "Find That Ford" quiz show promotes local Ford dealer's repair shop and sells 1949 Fords. First Broadcast: October 4, 1948 Broadcast Schedule: Monday, Wed noday, Friday, 7:30 to 7:45 P. M. Sponsor: J. C. Lewis Motor Company Station: WSAV, Savannah, Georgia Power: 5,000 watts Population: 152,600
states in effect that a 1949 Ford is wanted for a big reward. Even in quiz part of show, sponsor's products get mention. Listeners are conscious of the type of merchandise being offered on this program.
What sparks the simple set-up of "Find That Ford" and has put it on the Savannah popularity parade as far as quiz shows go is the mystery involved in the transcribed clues, a peppy theme, and the friendly personality of emcee Norm Strand.
Show opens with an explanation of how the quiz game works. The clue is played once and then the telephone calls begin. For each person who is called, the clue is played in such a way that the party on the other end of the phone can hear it. This gives everyone an equal chance to win whether they are listening or not.
Awards are large enough to make the winning attractive and consist of merchandise from the local Ford Company. Such items as radios, car heaters, undercoating jobs, and seat covers.
Prize list has gone up as high as $245.30 in value and consistently runs upwards of a hundred dollars. Each person, whether or not he is called, gets a consolation prize. This may consist of small items of merchandise such as pop-out cigarette lighters or rear-view mirrors. Prizes themselves are commercial announcements for the advertiser for they keep his merchandise in the mind of the listener as well as the recipient.
If someone wins in the middle of the show, a brand new prize list running as high as eighty dollars to start is brought out. A new set of clues is played and more telephone calls made right up to the time the show ends.
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RADIO SHOWMANSHIP