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CONTESTS
Sports Knowledge May Mean Vacation
Just a little know-who — and-what may win an all-expense paid vacation week for some listener to WMT, Cedar Rapids, Iowa.
Station sports director Tait Cummins is conducting his annual "Vacation Contest" which will net the winner one week at Lake Birch Camp in Minnesota with transportation costs footed by Shell Oil Co., Cummins' sponsor.
All the winning contestant has to do is identify the four finalists in state high school basketball tournament in correct order, plus the total number of points scored in the final night of action.
WLAW Launches Photo Contest
William H. Ridings, newspaper columnist who assumes the part of "Trapper Bill" on "Rod and Gun Club" aired every Tuesday night over WLAW, Lawrence, is launching a photograph contest for cameraconscious listeners.
On May 30, Ridings will present a number of useful and attractive prizes for the best pictures of outdoor life that are submitted.
Birds, beasts, scenery and other symbols of nature will comprise subjects. The competition will] be open to everyone regardless of age.
KNX Gets New Spot Account
The Modglin Company, makers of Perma-Broom, have purchased a nine-week participation on the KNX, Los Angeles "Housewives' Protective League — Sunrise Salute." W. Earl Both well was the account agency for the sale.
FOOD FIRMS (Continued from Page 3)
Brand Syrup, Crackin' Good, and Oakite. New York sponsors include Hellmann's Mayonnaise, Two-in-One Shoe Polishes, Presto Cake Flour, X-Pert Mixes, Nucoa, and Brill's Spaghetti Sauce.
Other sponsors include Joan of Arc Kidney Beans, Illinois; Mrs. Grass' Noodle Soup and Simoniz in Chicago; Underwood Deviled Ham in Massachusetts; and Seaside Lima Beans from California.
Of this list, ten sponsors began radio advertising on the "Kitchen Kapers" program. Only three use other radio advertising and that is done outside the city. All sponsors show increase in business laid directly to "Kitchen Kapers" air time.
Reaching a specific audience is just what the show does. Even air time is scheduled to catch the listening ear of the homema king-conscious listener. Preceding "Kitchen Kapers" is "Terminal Topics," a question and answer show originating from the Reading Terminal Market, one of the largest and most varied food centers in Philadelphia. Following "Kitchen Kapers*' is Victor H. Lindlahr who gives timely hints on food and calories.
Program costs involved in the show are well spent when the benefits to the sponsors are evaluated. Aside from air time, program costs include talent, cost of transporting the program to an outside location once weekly and mobile unity involved in this move.
Then there are the sponsor's products which are distributed at the weekly "Kitchen Kapers" luncheon broadcast which has hundreds of women clamoring for tickets. Finally, stuaio displays featuring the sponsors' merchandise are set up at WIP.
"Kitchen Kapers" also has an independent Merchandise Manager, Robert McKenna, whose job is to convince sponsors to advertise the program in their mer chandising advertisements.
"Kitchen Kapers" concentrates on recipes. Actually, the show itself has dreamed up the perfect recipe fcr a foolproof radio show — the kind of radio show which wins applause from sponsors as well as listeners.
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