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GO WITH EVERY SET WE SELL"
received a current test. Since Yale made the front pages of the nation by selling the broadcast rights of its home gridiron clashes, even the nonsportive homes of the country began to believe that there must be some genuine entertainment and excitement in following the entire football season by radio. Hence dealers have used the air schedules to good advantage and will continue the good work into the pro season in January.
Couple of extra quality voice teams on the air have stirred up some real interest in new singing combinations in the ether. Lanny Ross singing with Helen Jepson on the Show Boat feature, Nelson Eddy matching notes with Lrancia White on the Vicks broadcast would make a musical evening for any listener at all intrigued by exceptional melodic effects.
Opening of school meant the opening of a certain new set market for radio salesmen, as usual. American School of the Air, the huge educational broadcast series, went back on CBS and convinced many a serious
Nino Martini and Andre Kostelanetz on CBS.
Rosemarie Brancato, hit singer on many NBC spots.
Phil Baker, coast-to-coast comedian on CBS.
blast on several big broadcasts. Dealers find that this style of programming lends itself well to sales promotions of a short-time nature, and to personalized selling. Interest must be worked up after the program announcement and before the broadcast. Notably the Kate Smith hour, Rudy Vallee, the BCA Magic Key, Lux Radio Theatre, Hollywood Hotel, Shell Chateau and Camel Caravan will go on springing celebrities. Lux started off with Marlene Dietrich and Clark Gable on the same bill and radio men the country over were able to use an awakened interest in the guest practice.
General Motors concerts, the Lord Sunday Evening hour, Magic Key and several others are inclined to include guest stars of serious quality, such as Gladys Swarthout, Bosa Ponselle, Leopold Stokowski, etc. What these programs do along this line during the present season will mean plenty to dealers.
Dealer use of football broadcasts to sell and service more sets has already
parent that a good receiver was actually of first importance. Walter Damrosch's Music Appreciation Hour on NBC resumed early this month with an estimated audience of 7,000,000 school children.
Any family with youngsters in it is now of decided importance to the radio dealer, as the season boasts of more on the air for children and more children on the air. Youthful entertainers Bobby Breen, Mary Small, the Penney Kids and others are developing an exciting drag on the dial.
Interest in all NBC program schedules is now heightened by the addition of many special broadcasts as part of the web's Tenth Anniversary celebration. Dealers will be able to use these extras as part of their Eall selling plans, up to Nov. 15, which is the climax date.
Use these features in selling your sets. Each of the programs is worthy of your finest receiver — reason enough for the sale of your best instruments.
October, 1936
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