Radio showmanship (Jan-Dec 1949)

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SHOWMANSHIP IN ACTION WNOC Breaks Out in Radishes This story might be labeled "Never underestimate the power of radio." It all started with an innocent remark on a daily street broadcast several days ago over WNOC, Norwich, Connecticut. While talking to a local gardener during the program, WNOC's program director, Bob Silverberg, asked whether the man grew any radishes on his farm, because, he remarked jokingly, "Radishes are the only things to grow." Next day, during the street show two little girls came up to the mike and presented Bob with a bunch of radishes. During the next morning's get-up show, the "Morning Eyewash," Bob reported the incident and suggested that, because the radishes were so delicious, anybody who wanted to visit the early morning program would have to bring a bunch of radishes as the price of admittance. Following morning there was a parade of visitors from 6:45 to 8 A. M. When the crowd thinned out, Bob peered out from behind the radish greens to count ten bunches of the vegetable delights, and also a two pound salami, a bowl, a spoon, a salt shaker, and a jar of sour cream. There was an immediate phone call from a listener who volunteered to bring down a "bromo." WMGM Sports Shows Feature Unusual Promotion Gimmick WMGM New York, has conjured up something new to get their leading shows into the public eye. It's a personal type of advertising and it is bound to result in increased sales as well as a greater listening audience. One-hundred-thousand shirt-band ads on three WMGM sports commentaries have been distributed to laundries in metropolitan New York. Printed in blue on pink, the bands call attention to the pre-game "Warm-up Time," sponsored by Truval Shirts, Chase National Bank, Piel's Beer and Buddy Lee Clothes; "Sports Extra," the postgame round-up presented by Fitch Shampoo, The New York World'Telegram, Kool Cigarettes and Buddy Lee Clothes; and "Today's Baseball," the re-creation of the day's big games by Bert Lee and Marty Glickman, sponsored by The New York World'Telegram and Nedick's Inc. WQXR Mails Promotion Piece of Musical Quotations "Of Minds and Music and Profits Too" is the title of an unusual sales promotion being mailed by WQXR New York, to advertisers and advertising agency executives. This latest sales promotion piece is a reprint of series of words of wisdom about music, sixteen in all, which appeared in the press as individual advertisements. Each page is illustrated with a pen and ink stylized sketch of the personality whose quotation is used. The book is a recapitulation of the theme of the ad campaign begun in April, 1948. Words of wisdom used in the WQXR ads came from the writings of Longfellow, William Cullen Bryant, Browning, Goethe, Plato, Shelley, Tennyson, Pepys, Emerson, Thomas Moore. Also represented are John Milton, Sir Thomas Browne, Joseph Addison, James Beattie, Carlyle, William Cowper. WOL Starts Unique Act WOL Washington, musical director, organist Charles Keaton, has been set for a new five-a-week series cf half-hour shows on which he will be featured playing organ, piano and celeste. Keaton is noted for his unique arrangements of popular tunes using all three instruments simultaneously. 24 RADIO SHOWMANSHIP