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PAYS PRIZES
are mainly Missouri sales, but also are stressed in Illinois. It was found through KWK's personal calls that many stores and their customers preferred margarine in bags since the housewife cculd mix it faster and easier than most packaged brands. In Missouri, manufactured colored margarine sales are permitted. However, in Illinois the state laws do not permit the sale of any but white margarine with coloring to be done by the housewife.
Studio contestant gets privilege of pumping
old player piano as Tom Dailey listens and
John Traxler lifts lid
PROMOTION USED
Car and bus cards, direct mail, personal calls on dealers for attitude surveys, sampling of audience at show which at least 75 people attend each day have served as promotion for the show. Personal calls by the KWK Merchandising Department have proven that the show has been most effective for both Creamo and Tip Top Bread.
During the more-than-a-year's run of the show, a Hooper rating of 5.2 has been achieved. Tunes have been made simpler in order to have more winners. The Master Mystery continues to be an old popular tune, but still remains a tough one to identify. The program has stayed on the same time spot throughout. It was originally put on this spot to reach the feminine audience with ease . . . station time was available and the opposition was not overly great.
Program costs $455 a week, per fifteenminute-period which includes air time, cash prizes. It is preceded by Mutual's "Kate Smith Sings" program, and followed by a five-minute newscast.
The show has been an enormous success from the standpoint of sponsor, station and public. All sponsors do a sampling job of the studio audience now and then. There is also a display of all sponsors' products on view in front of the stage in the studic. As further sponsor aid, coupons for sponsors' products are given those who fail to identify tunes correctly.
Ovei 3,000 people have attended the show since June of this year, when the station was moved to its new building which accommodates aidiences. In the period since the show started — June, 1948 — about $20,000 has been given to winners.
Street Man
(Continued from page 13)
sponsor and the show is most evident however in the name. Program is universally referred to as the Strietmann Street Man Show. This double emphasis adds to the program's advertising effectiveness, while the show's distinctive format keeps listeners tuned to the Street Man . . .and necessarily to Strietmann.
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