Radio stars (Dec 1938)

RADIO STARS 4. Originality. (Not an obvious imitation of a well-known slogan.) 5. Good pun, rhyme and /or alliteration. 6. Good tie-up to product. ( Emphasizing value or quality, or benefits accruing to user. ) 7. Miscellaneous. (Exceptional degree of selling punch. extraordinary lilt or euphony.) When the Senior Judges have checked the entry against this schedule of seven points, it receives a rating of anywhere from 1 to 7. This method delivers the entries to the " Executive Judges" in sequence according to ratings earned, and permits the Executive Judges to modify or confirm the judgment of the Senior Judges. In so doing, they have for their guidance the exact reasons why each entry received this particular rating. ( The Executive Judges are executives of the Donnelley Corporation.) This method assures each contestant equal and thorough consideration and also provides legal protection for the sponsor against contestants who honestly believe in their claims, as well as by those who sue in the hope of settlement for the nuisance value of their suits. Thus, we see with what thoroughness and efficiency the entries are handled, and that invariably the winners are fairly selected. It seems cruel to eliminate contestants because they omitted some simple requirement of the contest, the writing of the name in full, the using of pencil instead of ink or typewriter. But. the assumption is that anyone unable to follow simple rules is not likely to have a prize-winner's mentality. There are many complaints from contestants, naturally. They cannot imagine that anyone could have produced better ideas than theirs. Or. if they are among the winners, they cannot understand why they do not receive their prizes immediately. Roth the National Broadcasting Company and the Columbia Broadcasting System have special employees who devote all their time to the problems of contests held on their networks. At CBS, in New York, Miss Araby Gilmore receives telephone calls, many of them in broken English, which she must answer as diplomatically as possible, explaining to minds which do not seem to comprehend the enormity of the mail received in contests, that prizes will be sent along as soon as humanly possible. One woman called her every day or so for two weeks to asl not received a small conte she had won. It was a pin duatu y she had ize which he wanted as a high < iilmore's sentiments were touched and she kept on that particular job so zealously that the pin was received in time. Miss Ethel Gilchrist of NBC has similar experiences with contestants' calls and letters. She says that occasionally there are "thank you" letters and they are, indeed, appreciated. There is no doubt that the radio contests have made many things possible for the fortunate winners wrhich never could have been managed otherwise. Miss Sarah Turk, of Austin, Texas, an enthusiastic radio listener, was the winner of a thousand dollars in a recent contest, and she wrote gratefully to the sponsors that the money would enable her to make a much-anticipated trip to Europe. In the spring of this year, the Contest World held its third annual National Contest Popularity Poll, with more than three thousand readers voting and submitting their opinions on radio contests. Here are some of the answers in reply to the question: "Did contesting help you in any way ?" "Yes — it helped me to express myself more clearly." "Contesting has increased my vocabulary." "Contesting has helped me to make business contacts which I otherwise would have been unable to make ; has introduced me to people I otherwise would not have met; and has taken me to places where I otherwise would not have gone." "The prizes have helped us through the Mystery Contest the Philco Radic testants had a ? sleuthing. John ) :, the "Phyl" Coe ■ed this spring by ioration, the conourse in amateur ly, a young artist of Mt. Lebanon, Pennsylvania, won the first prize of five thousand dollars ; a woman, Miss Elizabeth Henderson of Portland, Oregon, captured the second prize of a thousand dollars ; and the five-hundreddollar third prize went to Ephraim P. Winters, a newspaper editor of Potsdam, New York : and, among the forty-eight hundred-dollar winners, was John A. Waring, a W.P.A. worker, of Minneapolis. 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EYE BEAUTY AIDS 53