Radio showmanship (Jan-Dec 1949)

Record Details:

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to hear involved, complicated dramatic shows or serious programs. Sponsors in the United States felt the same way. They were interested in a show that provided light, fast-paced comedy, plenty of good tunes, good instrumentalists which all made for easy listening. This, they reasoned was a good midday show. A short time in broadcasting in Canada gave "The Happy Gang" show a high rating by Elliott Haynes — (Canada's equivalent to the U. S. Hooper rating) and so sponsorship continued with that top billing keeping a steady pace. The lunch-time schedule was chosen, because it, too, had demonstrated its effectiveness. When Colgate picked up sponsorship the show had been, heard in its present time segment of 1:15 to 1:45 P. M. each weekday afternoon. Already it had built up a high rating, drew large quantities of fan mail and had a regular loyal audience. It was adding more listeners all the time. INTESTMENT SURE Naturally, a company could invest with the assurance of a regular set audience and with the promise of a constantly growing increase in listeners. Several promotion stunts have been used to spark sales for show sponsors. In Canada during World War II the gang decided on a book of war tunes. Receiving a $1,000 advance from the publishers, they donated this and all subsequent royalties for the Canadian Navy League. A contest to select a name for Bert Pearl's dog (entries to be judged by "The Happy Gang") was run. Prizes weren't gigantic, but they aroused great interest. First prize was $500 and total cash prizes were $1,000. The contest pulled thousands of toothpaste cartons. As a final gimmick, the retailer who sold the carton of paste to the first prize winner was given $100. Other exploitational devices included a "Happy Gang" book of comic songs and a book describing in detail the various members of the crew. Actual format for the show includes music and chatter. Bert Pearl opens the show with a billboard announcement. Then the whole group goes into a lively tune. At various spots in the show, each instrumentalist is starred in a tune. Pearl himself sings. Novelty tunes played and sung by the whole group are spotlighted. A serious musical spot is set for midway in the show when organist Kathleen Stokes and violinist Blain Mathe play a classical selection. LISTENERS SUBMIT GAGS "Joke Box," a daily feature is just what the name indicates — listener-submitted gags of the day are told. It's not unusual for the whole gang to laugh furiously, and genuinely, too, at a comedy routine of a gang-member because, until the routine is aired, the rest have not heard it. They work it out alone at Pearl's orders. He feels they should react the way the audience does. He feels the laughter should be real, not assumed. When it was first aired, "The Happy Gang" became an immediate sensation because of the nostalgic atmosphere about it. People listened, chuckled and passed the word along to their friends. They liked the show because it reminded them of the good old days when the world was an uncomplicated place to live in and people could afford to be happy, when music was something to set the foot to tapping and the only reason to tell a joke was to make the audience laugh. GANG ENTHUSIASTIC In developing the idea for "The Happy Gang" Bert Pearl gathered together a group of kindred spirits who could play music sweet or hot, long-hair or popular, who could tell a good story, sing a sentimental song and who knew, most of all, how to enjoy themselves with an enthusiasm that reached out of the radio and into the homes and hearts of listeners. "The Happy Gang" cast consists of eight men and a girl. Kathleen Stokes is an internationally known organist, who has starred in theaters as well as radio. Eddie Allen is vocalist and accordion player on the show. (Continued on page 25) 14 ra[dio showmanship