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When Tom Pickering and his "Howdydo, people" hit the air each Saturday afternoon direct from Porter's Music Store, Lima, Ohio, a full crowd of 150 fans are right there with a rousing "Hi, Tom" that shakes all of Northwestern Ohio and gives engineers gray hair. And so gets underwa> "Porter's Saturday Matinee," co-sponsored by RCA Victor, a show that already is being duplicated in major markets all over Ohio. Aired over 1000-watter WIMA in Lima, it is proving an outstanding vehicle for its musical sponsors.
AIR FAX: Record showmanship can beat the slump and hypo sales.
First Broadcast: Saturday, March 5, 1949
Broadcast Schedule: Saturday, 1 to
1:30 P. M. Sponsor: RCA Victor and Porter's
Music Store
Station: WIMA, Lima, Ohio Power: 1,000 watts Population : 60,000
Strong record programming is doing the job for Porter's and Victor. It is putting the emphasis where it sells ... in the store right at the record counter. And it's making Porter's the record headquarters for those who buy records all the time or for the first time.
The formula is simple ... a good disc jockey, good records, and good gimmicks. Tie the three into a fast-moving half-hour that has pace and purpose and the result is a sponsor-happy, listener-getting program that scores for all concerned.
Here's the way "Porter's Saturday Matinee" is planned to sell Victor and to sell Porter's. Four Victor records make up the musical portions of the program. The first is the week's best-seller. Then a Victor all-time "million-copy" seller is elected to "The One Million Club." A brand new release and a mystery band number round out the musical highlights.
Audience participation is the keynote of the entire half-hour. Three members of
Record for Store
the studio audience compete in the musical quiz for top prizes of albums and records. All questions are based on Victor records and artists.
The mystery disc contest is restricted to the store audience, and the emcee tours the store with a portable mike looking for a correct answer. The prize each week, accumulative as long as the question goes unanswered, is an album of records. The jackpot of albums seldom tops three or four before someone makes a special trip to the show to name the band and win the prizes.
Tops in the gimmick department is stunt time, which has the studio audience standing on the chairs and hanging from the listening booths to get an unobstructed view of what's going on. Stunts are simple but laugh-provoking. One contest pitted a boy against a girl to determine which could squeeze more inches cf paste from a standard size tube of toothpaste. Another lined up a team of two from the audience against the team of Don Cornell and Laura Leslie (Sammy Kaye vocalists) in an ice cream cone eating contest.
STRONG COMMERCIALS
Commercials are handled by emcee Tom Pickering and salesgirls from Porter's record department. A strong straight pitch is made by the sales representative to lead directly into the new release that is played on the show.
Since all musical selections and the entire quiz are built around exclusive Victor records and artists, Victor identification is maintained throughout the entire half-hour and Porter's reaps more
RADIO SHOWMANSHIP