Radio showmanship (Jan-Dec 1949)

praises sung by the sponsor, American Brewing Co. Radio Showmanship has long been used by the Company, according to James "Eddie" Miller public relations director, in planning a series of radio programs. "Music of New Orleans" is the latest in this series. The station too feels that here is something outstanding. Mike Clarke, Program Manager of WTPS, says that the station is proud of the program which not only has prestige value, but is exceptional entertainment. A show such as this, proves that intelligent foresighted planning of a program, can produce outstanding results for the sponsor, the program, and for quality radio. Sing 'N Win (Continued from page 7) appearance of Mr. Potts to add zest to the otherwise routine contract renewal ceremonies. More important, this has established a precedent that might well be followed by almost any station. Personalizing a sponsor will give any sales organization the same kind of customer loyalty found in neighborhood retail outlets. It's not only fun and interesting, it's excellent business. Mr. Potts is also sold on the idea of a cash reward for alert listeners. Letters received from winners indicate that much of the money won in this way has been put to good use. One contestant wrote that the money she won paid for an operation and hospital expenses. Another family, whose living expenses had exhausted the budget, was able to celebrate a Christmas with presents because of a "Sing 'N Win" prize. A mother and her two children were able to take their first vacation in many years, while another wrote that she gave three-quarters of her winnings to the Community Fund. While Mr. Potts feels that it is unlikely that the majority of winners used their money in such charitable ways, he knows that there are indeed few families which cannot find a good place for a little extra cash. .mi inn n THE SPOT Fifty-two-week contract to sponsor a news show has been signed by Pioneer Investors Saving and Loan Association of San Francisco. Show will be covered on Tuesdays, Thursdays and Saturdays, 7 to 7:15 a.m. on KCBS. Motorola and Hale Brothers Appliances are the co-sponsors of the 12 Saturday night home games of the San Francisco Shamrocks Ice Hockey team over KGO-TV The complete schedule of 29 home games and 18 away games of the New York Knickerbocker pro basketballers will be carried on WMGM, New York City. Participating sponsors include Adler Shoe Stores, Buddy Lee Clothes, Dynamic Stores, Nedick's and the New York WorldTelegram. Among the firms which have signed up for one-minute films and station breaks on WNAC-TV in Boston are, Lincoln Oil Co., Chrysler Corporation, and General Motors Corp. "Shopping Vues," daytime show for women has signed Studio Shop, Inc., Von Schrader Manufacturing Co., and Kendall Manufacturing Co. All in all the program has provided the ideal vehicle for the Little Potts Furniture Store in Baltimore, as it can do for other sponsors. Best of all, the show has become known to the city. Mr. Potts has proved this to himself whenever he attends a broadcast. He gets into a taxicab and says "Sing 'N Win." He has never failed to reach his destination. DECEMBER, 1 949 15