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Plugs Milk Firm
has used radio for some time, and he is extremely interested in promoting activities for teen-agers. His sincere interest in the program of youth as future citizens prompted his previous broadcast over WPGH, entitled "The Zeuger Canteen of the Air."
Promotion on the broadcast has been only in the form of station spot announcements previous to the time of the show's first airing. Mail pull is heavy, with letters containing comments on the broadcast, inquiries regarding appearances and questions submitted by listeners.
In presenting commercials on the milk program, there are various styles employed. Commercials are injected between rounds on the quiz show . . . and all continuity duties are conducted by Miss Purvis. They are informally written, and at times are ad-libbed by Ed Bartell. The aim behind Zeuger commercials is promotion in a friendly fashion. Sales messages are directed to all members of the family, the wee ones, teen agers, and mothers. Due to the commercials, a new phrase has been coined, which refers to being a "Z. M. Host" . . . that is, a Zeuger Milk Host.
Bettelou has applied commercialism to standard fairy tale rhymes, which prove to have a new and unusual twist in selling the product:
Old Mother Hubbard went to the cupboard,
Some milk would quench her thirst.
But when she got there the cupboard was bare,
The teen-agers got there first!
And then there is:
Old King Cole was a merry old soul And he called for his milk each day.
His kingly taste demanded the best . . . He drank . . . the Zeuger way!
Preceding the "Bottle" broadcast, WPGH presents the afternoon musical programs. At 3:45 P. M. the station presents a transcribed Veterans' Show. Following "It's in the Bottle" at 4:30, Margaret Whiting is featured on recordings, followed by fifteen minutes of "Riders of theJPurple Sage," a scripted Langworth presentation.
Time for broadcasting "It's in the
Ed Bartell
Bottle" was chosen originally for presentation of the "Zeuger Canteen of the Air." The late arternoon hour was scheduled perfectly in order to attract the high school students to the program, following school hours. This air time has been retained as it fits so well into the pattern at West View Park, and it reaches a large audience.
Judging rom the success of the program, Zeuger has found a presentation which brings new listening enjoyment to his radio followers.
OCTOBER, 1949
S3