Sponsor (Nov 1946-Oct 1947)

BREAKFAST FOR MILLIONS (Continued from page 18) the audience sit around at regular tables and the mc, Eddie Chase, uses a hand microphone to get their reactions on the air. The program material is nothing extraordinary but as in the case of all breakfast clubs, it's the personality of the mc that carries the program. He hands out samples of toilet water, powder, lipstick, or whatever Wurzburg's would like sampled that day. It's his own idea to give women cigars for their husbands. He plays up the monthly diamond ring award (that emphasizes the 75th Anniversary idea), which goes to the best last line for a jingle, has "Stubby," the pianist, play request numbers for the girls, and then he comes up with the gag of the day. This may run to a check-up on which woman present has the most grandchildren or the largest number of articles in her handbag. One day he had the women letting down their hair to see who had the longest locks. He doesn't do this too often, having learned that it takes women too long to re-set their crowning glories. Women fix their hair especially for the program visit and don't appreciate having it mussed even by themselves. The winner of the gag session is brought to the platform in front of the Campau Room and Dorothy Page, the "fashion editor," presents her gift. The gift, naturally enough, is the commercial on the program. If it's a fashion item then there's frequently a quickie fashion parade (three models). If it's a lamp (as on the occasion when the picture of the stage was taken for sponsor) then the platform has a number of lamps as well as placards telling the group on what floor the lamps are sold. There's nothing heavy about any part of the presentation, since — and this is the case with most get-upeaily sessions — the broadcasts are primarily enteitaining, not instructive. The appeal of these breakfast or coffee sessions was proved at the very first broadcast of Coffee Time at Wurzburg's. The initial program was scheduled for a day in February when the mercury decided to drop below zero and snow and sleet were riding on a midwinter gale. A number of rural highways and even city streets were blocked with drifts and public transportation was practically paralyzed. The personnel manager of the store was all prepared to use all her clerks to "paper" the Campau Room. It wasn't necessary. By 9:30 women were standing 10 deep before all the doors of the store and Wurzburg's learned a lesson about giving away more tickets than they had seats. There was "standing room only" at the first three broadcasts. Now that's controlled. As at "big city" quiz sessions there have been audience repeaters at the broadcasts, which means it must be good fun since the gifts go to a limited number of women and the diamond ring, as indicated, is awarded only once a month. Coffee Time at Wurzburg's uses a universal attraction, an opportunity for the average housewife to get out of her home. As long as there's entertainment or a personality, since the latter frequently replaces what show business would call entertainment on a number of breakfast sessions, women will want to go any place but home. That's just as true in Boston, Grand Rapids, or Peoria as it is in Hollywood. There women get up as early as 5 a.m. to get to the studios in time tc Breakfast in Hollywood with Tom Breneman at 8 a.m. pst (the early hour being necessary in order to reach the East at 11 a.m.). People are funny, but the facts in the case are nevertheless that Mrs. America is frequently bored to death taking care of home and family and is just waiting for someone to urge her to "come on out for breakfast." NOW hometown stations market areas Here's'a package packed with plenty of selling punch! . . . Three "hometown" stations with a plus of a rich farm market now available as a package network. Just one low rate to reach an area egual to 57% of the people, 64% of the buying power of the entire state of Nebraska. Here's almost a Billion Dollar Market you can reach . . . or less, with the Inland Group. Wire or write for immediate availabilities. THE INLAND CROUP KBON KOLN 0.S MV M Contour Computed from engineering data furnished (he commission fcy Inland Engineering Department & Commercial Radio Equipment Co. THE INLAND BROADCASTING CO. General Offices Saunders-Kennedy Bldg. Omaha 2, Nebraska Paul R Fry. Vice President and General Manager COMPANY. National TP LULL. AUGUST 1947 45