Radio showmanship (Jan-Dec 1949)

LAUNCH n DENTIFRICE Abrams. The amm-i-dent campaign is continuing steadily in a number of cities. Its prominent use of radio in the marketing of this fabulously successful new ammoniated dentifrice has dominated Ammi-dent's short history. The long series of successful non-network radio promotions preceded purchase of the Burns and Allen show in July. When the famous comedy team went on the air on September 21, it launched Amm-i-dent's radio operations into the big-time fraternity of major network sponsors. Commercials on the Burns and Allen show were planned with a one line gag preceding the first announcement. Bill Goodwin, announcer on the show, is to handle one integrated commercial. There is to be a second commercial in the form of a straight sell, probably with another voice. Program closes with a hitch-hike commercial for one of the other products of the Block Drug Company. Radio has again made history with its revolution ization of the conservative dentifrice industry. WFIL To Sponsor Safety Campaign Plans for a $100,000 community safety campaign which is expected to serve as a model for similar drives throughout the country have been announced by The Philadelphia Inquirer stations - WFIL, WFIL-FM, and WFIL-TV. The campaign will be sponsored by the stations in cooperation with the Philadelphia Highway Traffic Board, which gave unanimous endorsement to the project at a recent meeting. Conceived and produced by The Inquirer stations, the drive will extend from September 1 through October 31 and will have as its theme, "Don't Be a Silly Willie." All of the broadcasting facilities of WFIL, WFIL-FM, and WFIL-TV will be utilized, together with virtually every other type of advertising medium. "Silly Willie," an original character who pays for his mistakes in violating most of the basic rules of traffic safety, will be featured in all phases of the campaign. Dur ing the two months he will become a familiar figure to all Philadelphians. In appearance and in his manner of speaking, he personifies the thoughtless motorist or pedestrian who endangers his own life and the lives of others by his reckless actions. Radio Stars Active in Week for Blind A host of KYW personalties headlined activities in connection with the fourth annual Week for the Blind held in Philadelphia at the end of March under the auspices of Gimbel Brothers Department Store. Bob Allman, blind sports authority on the Westinghouse station for the past two years, made several guest appearances on radio and television shows to discuss the advances being made in education for the sightless. He also was the guest of Stoney McLinnonWIP. Entire cast of KYW's "As You Like It" appeared at the Blind Week Exhibit in Gimbels' Auditorium when that program originated from the store itself. OCTOBER, 1949 19