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Barbara Welles (Florence PritcheM) introduces suest on her WOR women's participating prosram as announcer picks number From question bowl
Women's participating programs
part I Going beyond the call of microphone-duty, program j me's obtain distribution as ivell as sales i^hen needed
two
spot
What the mc of a women's participating program does at the microphone is important to her sponsors. What she does (most of these mc's are women) in addition to her broadcasting is even more crucial to them.
Her effectiveness can often be weighed in terms of the number of appearances she makes at her advertisers' sales-promotion gatherings and dealer meetings. If she retires to an ivory tower between broad:asts there may well be a big question in an advertiser's mind about the propriety of buying a schedule of announcements on her program.
Over 40% of the time purchases on women's participating programs are inspired or ordered by local regional managers for the national advertisers. In
MAY 1948
most cases the program mc is brought along by the commercial manager of the station to help close these time sales. She can tell the prospective sponsor just how she will build his local sales. Since few salesmen and fewer advertising managers listen in the daytime, it's logical that the same personal qualities which spell credibility to a listener or prospective customer will appeal to a prospective advertiser, and are necessary to his understanding of this program type. Most daytime programs in the service category, and women's participating shows generally include "service" as part of their appeal, often have to be explained to advertising men who cannot see their value.
As a matter of record the majority of these mo's of participating programs who
have contracts, have clauses in them which require that they "visit" prospective clients with station time salesmen when necessary. Similar special clauses also call for personal appearances at dealer meetings. When a new advertiser buys a spot on a women's program, he fails to get the most out of the buy if he doesn't throw a party for his retailers — a party at which they meet their new airsaleswoman.
The extent to which this type of promotion can influence an advertiser or his dealer is sometimes astonishing. The Berkeley Furniture Company of Newark, N. J., had been thoroughly sold on the original format of Barbara Welles (WOR, N. Y.), and on the personality of Florence Pritchett, who is Barbara. The program
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