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DIH
AIR FAX: Phono-Quiz promotes hardware store by presenting music and awarding prizes First Broadcast: December 13, 1948 Broadcast Schedule. Monday through
Friday, 12:05 to 12:25 P. M. Station: WCCM Lowell, Massachusetts Sponsor: Scott Hardware Company Power: 1,000 watts Population: 101,390 Preceded by: Noonday News Followed by. Local Merrimack Valley News
Last year a hardware company in Lowell, Massachusetts found a program on a local station . . . one which did such a good advertising job for the firm that they wouldn't consider changing it.
Sponsor was the Scott Hardware Company, 446-451 Bridge Street, Lowell; show was the Scott Hardware PhonoQuiz, featuring recorded tunes of today and yesterday . . . popular music . . . music everyone likes to sing or whistle. Broadcast Monday through Friday, from 12:05 to 12:25 P. M., the show also offers prizes to listeners.
Tom Frank, program director of WCCM, personally handles production of the show, and also announces it. Between musical numbers he gives the audience clues, and each day a different question is asked. Five minutes before sign-off, Frank invites telephone calls from the listening audience, and the first three calls which supply the correct answer receive two guest admission tickets to the Strand Theatre, one of Lowell's finest movie houses. Additional calls are referred to the store, and small prizes are awarded to winners.
First broadcast of the show was December 13, 1948. The original schedule called
for a trial period in the month of December, but the show got off to such a fine start and took hold so quickly that not one broadcast has been missed since its inception. Phil Rubin, Lowell sales manager of WCCM, sold the show originally and has worked closely with it.
Since the program first went on the air, it has received a veritable barrage of phone calls. Each day three winners are selected and they receive letters which they take in person to the store to pick up their guest admission tickets to the Strand Theatre. Those who are unsuccessful in getting their calls in to the station during the broadcast are asked to phone the store with the answer. If answers are correct, contestants receive a gift from the store ... a bottle of furniture polish.
Program has brought a considerable number of people to the store, and has made new customers plentiful. Frequently, on the air, a contestant will mention the fact that he has bought a television set or a room of wallpaper. It's an ideal opportunity to informally discuss the merits of the store and the fact that the listener has already been there, looked around, purchased some articles. Listeners are happy
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RADIO SHOWMANSHIP