Radio showmanship (Jan-Dec 1949)

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Sponsor Isaac Potts makes phone call on his own show Sponsor Appearance AIR FAX: Variety and quiz show gets extra interest and results from personal sponsor participation First Broadcast: September, 1940 Station: WFBR, Baltimore, Md. Power: 5,000 watts What could gladden a sponsor's heart more than to find his radio program is doing for him what only radio at its best can* do for any sponsor . . . increase sales, create good will, and personalize the sponsor to the listeners and consumers? And nothing is so dear to a station as a satisfied sponsor who renews contract after contract. This altogether desirable situation has been achieved between WFBR in Baltic more and Isaac Potts, owner of the Little Potts Furniture Store. The program which has cemented this happy bond is "Sing 'N Win" a teivminute segment of "Club 1300" presented over WFBR. Proof? Mr. Potts has just begun his ninth consecutive year of sponsorship of the show. One of best potential assets of today's radio station, the ability to personalize entertainment and selling, is unfortunately too often overlooked. Listening to an individual talk will convince more people that they personally know him, than reading a bookshelf of his works. And so one of the smartest angles any sponsor can play up on his radio advertising, is to convince the buying public that he and his product are a reality. This idea was carrried to its logical and successful conclusion on "Sing 'N Win" when the sponsor himself became a part of the show's talent. What effect did this have on the audience? They were delighted. Here was the answer to a public relations man's dream. Brought together in the same package were sponsor, talent, radio salesmen and the audience. Best of all, the entire atmosphere was one of fun and good humor. This has been so effective that recently when Mr. Potts was introduced to the Mayor of Baltimore, His Honor's reply was "Mr. Potts! Oh yes, Little Potts Sing 'N Win." It has not been revealed whether the Mayor knew this from personal listening (the show is presented during the day and hence RADIO SHOWMANSHIP