Radio showmanship (Jan-Dec 1949)

The KYW representative provides each station proprietor with window cards and promotion leaflets to be distributed by him to his customers. Idea of the touring "giant mike" was conceived by Robert E. White, general manager of KYW. But KYW isn't stopping with the Esso gimmick. When the Esso tie-in is completed, according to White, the station intends to cover locations of other local advertisers. A topflight formula to achieve sponsor success is imaginative promotion. In the Esso-microphone gimmick, Philadelphia's KYW is getting the correct answers. RESULTS FROM SPOTS (Continued from Pase 11) appear. But, unless the name is sufficient to command attention, it is felt that the local analysis feature holds more appeal. However, Hill and Smith have had exceptional ability to dig up good "names" and on an average of three out of five shows there will be an interview. The show opens with the musical theme of Columbia University's "Roar, Lion Roar" and the announcer's opening line is always, "Good evening, sports fans, and how are you tonight?" Three commercials are used, the opening commercial of one minute and the other two of forty-five seconds. The opening commercial always carries a pitch, usually quotes price and is always used to springboard the biggest sales news the B. F. Goodrich stores may have. The other two commercials are used to call attention to the first. At first, the store tried a variety of items in its commercials, but in recent months has adopted the policy of mentioning not more than two items. One is preferable. Originally the show was undertaken as a good-will builder, but its obvious pulling power has made it an important direct sales force. Although Walter Wallace, the Goodrich representative, does not attempt to pin-point sales results from this program, he says that the constant reference he hears to the show from customers convinces him that it does a direct selling job as well as build good will. Excellency of the show is attested to by the fact that it has twice won awards from the Salt Lake Advertising Club for the best radio sports show, even though it has always been entered in competition with play-byplay events. In 1947 the program won the Advertising Club's silver medal for excellence in the sports field, and in 1948 won the gold medal. Network officials and NAB officials have been the judges. B. F. Goodrich Company uses newspaper advertising, but does not support its radio program with it. It has felt that the program has had such popular acceptance that this type of support has not been necessary. However, KDYL provides the store with window cards on the program and of course the Advertising Club awards occupy prominent positions on the cards. Since beginning the program, the sponsor has not gone into spot promotion on the radio, but in February, found a remarkable tie-up between his radio show and his new show on KDYL-TV "The Sports Window." The television show, which is released Thursday evenings, is built around Jerry Hill and invited guests. Here, the store and station have found a powerful force for concentrating attention on both programs. The radio program always mentions The Goodrich television show and the television show always refers to the radio show. While the radio program has been designed as a good-will builder, the television show is designed to move goods — and a careful check has been kept on results. Wallace feels that the B. F. Goodrich Company television and radio shows are perfect complements for each other and that he has found here a highly successful application of AM and TV advertising principles in a local market. It takes them both to do a job. MOTOR FIRM (Cont'd from Pa9e 14) If no one wins on a show, the award list is added to and the clue is carried over to the next show, or until someone wins. Clues have run for as long as three weeks, building up some large prize lists. 30 RADIO SHOWMANSHIP