Sponsor (Nov 1946-Oct 1947)

WE'R E COCKY . . . about the percentage of yearly renewals — nearly perfect! WIP IT'S MUTUAL PHILADELPHIA'S PIONEER VOICE REPRESENTED NATIONALLY BY GEO. P. HOLLINGBERY CO. & «* -£• ■>\S* j 1v ^.o Offices in Chicago t& . fc'-"' New York • Detroit .qV*" ^ St Louis • Los Angeles >J>^ Sen Francisco JOHNV i BLAIR m S COMPANY aiMliimiNC IIAOINC RADIO STATIONS ) broadcast niertiiandisiii' Commercial lunches return throughout the I s. with entire menus made up of products which arc advertised on broadcasts from the restaurants where the meals are served. The idea, which started hack in the late twenties, has the hostess explain the value of each advertised product as the food is being served. Lunches are usually planned for a low fee with the money going to the women's club which publicizes the particular day's meal. WHN's Ask Ella Mason uses New York's famous Iceland restaurant and charges $.99 per meal. There are prizes for both luncheon guests and home listeners. "Highways in Melody" really hits the road as part of its NBC sLimmertime series. Each broadcast takes the listeners for a tLineful simulated drive through some section of the country, with special continuity being written by Berton Braley, newspaper man, foreign correspondent, and poet. Music local to each area through which the broadcast travels is used exclusively on each broadcast. The program is receiving much attention in each section of the country promoted. WPEN's promotion of its "Miss Greater Philadelphia" contest brotight window card displays by 100 record dealers, 300 electrical appliance stores, 75 Sun Ray drug stores, and 300 beauty shops. Application blanks for local beauties who want an opportunity to compete for the local title and later the Miss America crown are made available at each store displaying a card. Stations are now taking franchises on Miss America preliminaries which in the past have been held almost entirely by newspapers. A number of TV stations would love to buy a franchise but at present it's all a case of dollars and cents, which video stations just don't have available for promotional programing at this time. Drew Pearson's "Green Hat" award : ABC' ties his sponsor, Lee I lats, into the program even better than before. Pearson presents a fine green Lee hat each week to the man who he believes has distinguished himself in "making democracy live." Koret adds 60-minute e.t.'s to its merchandising, sending them to all Koret of California dealers. Koret supplies the disk--. the dealer buys the time and ties his name to the Koret line of young ladies' sportswear. KLX (Oakland, Calif.) uses helium in especially-inscribed balloons which read "KLX, No. 1 in Oakland." The balloons were shipped in boxes which when opened released them to rise at once to the ceilings. Agencies and sponsors who received them had fun except in a few cases where the ceilings were so high that the heliumfilled balloons couldn't be brought down without ladders, etc. 3,000 members join KFNF (Shenandoah, lowa)-inspired horticultural society. Because Helen Field Fisher, KFNF authority on gardening and decoration, liked Hemerocallis (hybrid day-lilies) she used her program to organize a society to further interest in the variety. Results: July 12 and 13 brought out 300 exhibitors and over 3,000 visitors for a midwest flower show. In one year Mrs. Fisher and her program built membership in the society from zero to over 3,000 . . . and added a few listeners for the station also. ~~tftioua4 WDSU WDSU broadcasts 50OO wins from the French Quarter 10 the Gulf and South Louisiana listeners. From daily association with time-honored Sru Orleans inUitmlhui VX'Dsl has developed a high quality of integrity. Vi'DSl' devotes program time regularly and exdushrd) to the St. Louis Cathedral, the International House. Moisani International Airport. Tulanc University, I nion Station. the Municipal Auditorium, iymphonics and Operas. \\ Dsl s dominate Hoopcrating proves that honoring local institutions creates high listener NEW ORLEANS 1280 kc WDSU ABC Affiliate 5000 Walts 42 SPONSOR