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-Zl PROOF O'THE S7 PUDDING
Tourneau Sponsorship Continues
Effectiveness of their radio advertising was indicated when Tourneau Watches began their fifth year of sponsorship on WQZR New York with the signing of a 52-week contract.
Contract, handled through Merwin J. Chasen Advertising Agency, is for one 25-minute night-time program each week. Tourneau will sponsor "The Diamond Horseshoe" on Wednesdays from 10:05 to 10:30 P. M. featuring recorded highlights from the world's great operas.
In past years, Tourneau has also sponsored a program of operatic music and introduced "Preview of the Opera" which featured highlights of the operas to be presented that week at the Metropolitan Opera House. This format continued throughout the opera season and the program became "The Diamond Horseshoe" during the remainder of the year. The same procedure will be followed with the present contract.
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Show Gets More Sponsors
Good programming makes for good sales results and that in turn adds up to increased sponsorship. Such is the case with "Morning Recess" which started as a halfhour, six-times-weekly show over WHTN Huntington, West Virginia and has graduated to a full hour with several sponsors.
"Morning Recess" is aired from local Cake Box cafe. Sponsors include Cake Box, Kirby Vacuum Cleaners and General Foods.
"Magic Lady" Renewed
Lit Brothers Department Store has re newed sponsorship of the "Magic Lady' program on WFIL Philadelphia, for another 52 weeks, it has been announced by John E. Surrick, sales manager of The Philadelphia Inquirer station. Show is aired Monday through Friday from 6 to 6:15 P. M.
Signing of the contract indicates the advertiser's satisfaction with the show for it keeps in effect a sponsorship which has been continuous since 1943. The program, written and produced by "Skipper" Dawes, has been a children's favorite since it went on the air.
Agency for the account was Al Paul Lefton.
Grocery Chain Renewal
A Midwest grocery chain has demonstrated its satisfaction with radio advertising via daytime serials by signing a 5 2week renewal contract for three contiguous quarter hour strips over KMOX St. Louis.
The Kroger Company, one of the largest grocery chains in the country, operating more than 350 stores and super-markets in the midwest area, are now going into their fourteenth consecutive year on KMOX with three popular transcribed shows.
These are "Editor's Daughter," 2:30 to 2:45 P. M.; "Hearts in Harmony," 2:45 to 3 P. M.; and "Linda's First Love," 3 to 3:15 P. M. Shows are all aired Monday through Friday.
Agency for the account was The Ralph H. Jones Company, Cincinnati, Ohio.
KDKA Renewal Made
Success of "Songs You Love to Hear," KDKA Pittsburgh program, has been indicated by another 52 weeks renewal by its sponsor, The Campbell & Woods Company. Show spotlights vocalists Johnny Kirby and Barbara Lee Owens; pianist Russ Merritt; organist Johnny Mitchell; and announcer Paul Shannon. Renewal was placed through Wiltman & Callahan.
RADIO SHOWMANSHIP