Sponsor (July-Sept 1963)

recent across-the-country air fluffs: Lee Woodward's (KOTV, Tulsa) commercial which urged viewers to "shop at Affidiated Fool Stores" instead of "Affiliated Food Stores." On a recent Morris Plan commercial, local announcer Bernie Kelly (WISH-TV, Indianapolis) made this blooper: "Remember at Indianapo mercial: "There are a hundred conveniently located Beneficial Finance offices in this area. If you move fast you can get a thousand dollars from each, and you'll be in plenty of time to make Rio by five." Here's an ad-lib lead-in for Phillips 66 commercial on an Oklahoma tv station which was offering a hit Schudt announced the band from the Marine Roof as "we bring vou the music of Freddy Martin, from the Maroon Reef of the Hotel Bossert." More recently, a public service announcement on WISH-TV, Indianapolis, came forth thusly: "Be a Marine — Go in today and see your local maroon recreeter." im\ 4*0 Threesome featured in famous fluffs Faye Emerson's guest insisted on touting Pepsi-Cola's rival while the announcer heroically struggcd to spell correctly Bulova Watch. Milton J. Cross, on an NBC Symphony Orchestra Concert, fouled himself up by calling Arturo Toscanini 'Ortosco Torganini' lis Morris Plan you get pastage pode both ways." Industry execs also tell of a radio station personality who was unable to master the correct pronunciation of Brioschi. The client requested that the commercials be shifted to other time slots after several weeks of "Bri-o-shee." Then there was the personality called upon to read the following line: "And see Zacherly free at Palisades Park." This evidently sounded confusing on the air and the announcer hastened to explain to his audience, "No, that's right folks, the man's name is Zackerly Free." A certain Eastern announcer found himself suddenly unable to spell Bulova in a time signal. He made several false starts — "Ba, Be . . ." then gave up and said simply: "Bulova. " Thought not a Hull, a New York City deejay recently ad-libbed the Following Beneficial Finance corn record, S tan's The Man: "If you have a little boy you'd like to hit . . . Stan Musial's new record can help him." Endless are the broadcast spoonerisms. Among the latest, is this one: "And now the score of the New Yank Yorkees." A mid-western announcer recently came up with this weather forecast: "This is all caused by a cold mare's ass ( air mass ) coming down from Canada." This recalls the Arthur Godfrey announcer who once declared that "Congress packed an ass" instead of "Congress passed an act." The blushing announcer tried to duck out by uttering an excuse: "Fifteen years in radio and 1 had to make a Huff like this." The word "Marine" appears to be a bugaboo for many announcers. The classic was made by Bill Schudt, now in CBS station relations, but an announcer at the time. WQXR's (New York) Duncan Pirnie, referring to a dining place on his Cocktail Time, referred tc "Chakes and Stops" for the restaurant's meat-course specialty, Heralding the opening of the New York Hilton Hotel, I.lou Moss, another WQXR personality was telling the audience of the fea tures of this great modern building He mentioned the American ar treasures as well as the electri "massage" center for quick distribu tion of messages. Perhaps most disconcerting t< broadcasters is the unending seru of spoonerisms that can strike dowi a victim once the dike opens ui When General Motors sponsors the celebrated NBC Symphony Oi ( lustra, it is reported that Milton J Cross heralded the news that a outstanding musical event was t take place the following week — tli first in a series of new concert ( Please turn to page 57) 26 SPONSOR 29 JUL-i 1'"'