Radio showmanship (Jan-Dec 1949)

Show, but they didn't know that those mad Singing Ducks would draw such a large audience response so soon . . . literally swamp them with letters and calls about those ducks. Fred's not zany . . . he's a blend of Will Rodgers and drawing room wit. It's his subtle humor and gentle philosophy that have the greatest appeal, but his sincerity is the kind of attribute that is always at a premium. "The Fred Bennett Show" has the spark that is building a listening audience with its novel characterizations and original skits. Each day more and more listeners are tuning to "The Fred Bennett Show" on WPEN . . . and what's more, they're staying tuned. Bermuda Vacation (Continued from page 17) Each daily winner and a companion are picked up at their home by a Yellow Cab and driven to the smart Coffee Shop of the Thomas Nelson Hotel. There they receive an excellent dinner, as well as a corsage for the lady from Durkee's Florist Shop of Norfolk. Following the dinner, the Yellow Cab takes them to Loew's Theater to see a first-run motion picture. When they leave the theater, the Yellow Cap takes them home again. A complete evening out at no cost whatever to the couple — and, incidentally, at no cost whatever to the station or the sponsor. Each of these "Evening Out" participants is mentioned on the daily programs. They receive no commercial as such — just a simple mention of the cab company, the restaurant, the florist and the theater. Finally, at the end of each four-week period, the entries that have been received during that month are judged and the grand prize winner chosen. Mr. Whitehurst, ad man for Economy; Warner Twyford, radio and drama critic of the Norfolk VirginianPilot, and Carpenter, of the station staff, are the final judges. Popularity of the program is shown by the fact that entries steadily pour into the station. To date, more than 20,000 entry blanks have been printed and distributed, and Economy has requested an additional 10,000. All this in the short space of eight weeks ! Copy-wise, the five commercials on the program feature the many advantages of buying from an Economy Store. The friendliness and neighborliness and courtesy of dealing with Economy Food Store grocers — who are all local men who own their own businesses — are stressed. The angle that co-operative buying enables Economy Stores to compete with any chain operation in price as well as in quality also is brought out. Both Miss Packard and Lively handle the commercials. Material is supplied each week from Economy headquarters. When specific prices are mentioned, these are checked each morning before air time to make certain they are correct and that lastminute changes may be noted. One of the most remarkable things about the entire campaign is the fact that such a large group of independent merchants could agree and give unanimous approval to a radio show. Each has an actual voice in the presentation of the program, and each pays a proportionate share of the cost. At no point has "Vacation in Bermuda" been hit or miss or experimental. The entire campaign — from its inception and right down to the last promotional display card — was planned at the outset. The format of the program, the method of caring for the grand prize winners, the daily winners, the commercials, and the talent were ^11 set long before the program actually got underway. This type of planning, allowing for complete follow-thorugh, has been responsible in large measure for the success of the program, according to Carpenter. Carpenter believes that the complete, detailed planning also was largely responsible for the fact that Economy bought the campaign. No detail was overlooked. Every possible avenue of exploitation was used. The program simply had to click. "Vacation in Bermuda" is clicking. It will continue to find a large and responsive audience. "Vacation in Bermuda" proves once again that radio, when properly used, is the most effective advertising medium for any type of business. NOVEMBER, 1 949 21