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Merrier interviews a guest sports star or a local sportsman who has had an interesting experience. Recently, for example, it was Phil Cavaretta of the Chicago Cubs.
Another diversion which adds variety is the singing of George Ramsby, who accompanies himself on the guitar. Ramsby sings the theme which opens and closes the show, gets in two popular songs during the broadcast.
In addition, listeners are invited to enter a weekly sports tips contest. One prize given away recently: a pair of Stream Eze fishing rods.
Marshall Field merchandises Sportsman's Corner heavily. Large placards on every floor of the Men's Store announce the WBBM program. There's a special window display on Wabash Avenue and large sports notices on the Sports Department floor. Field uses a WBBM microphone and equipment in a changing display, which features all the products advertised on the program.
Passon's Department Store in Philadelphia, reports a Philly ad agencyexecutive, has a different approach to their radio advertising. Instead of a program, they use announcements — to sell the idea that Passon's is a good place to buy any kind of sporting goods. In this type of institutional advertising, no products are mentioned
A third way in which an alert sporting goods retailer can cash in on radio's drawing power is illustrated by the Atlas Sports Store in Washington, D. C. Atlas sponsors a five-minute segment of morning-man Art Brown's program over WWDC six days a week from 7:15 to 7:20 a.m.
On for over two years, the daily stint concentrates on fishing tips. During the winter emphasis is on the more "academic" questions about types of tackle, methods of fishing, etc., while during the summer daily reports of how they're biting in the various waters near Washington get the play. To ensure up-to-date, authentic reports for each daily broadcast, WWDC telephones for a "fisherman's weather forecast" from the Naval Air Station at Patuxent, Md. covering Chesapeake Bay. The station also telephones a contact man at Deale, Md., and gets his rundown of fishing conditions around the bay area. WWDC's news department puts these together and Art Brown ad-libs around the combined report.
Two gimmicks used very effectively
30 JULY 1951
DOLLAR FOR DOLLAR THE XL STATIONS DELIVER THE BIGGER MARKET
There are
Markets
to sell!
In a recent, thorough investigation Advertising
Research Bureau (ARBI) interviewed scores of persons
who shopped in ADVERTISED stores LEARNED that some
people get their information by listening others by Reading . . .
LET US PROVE IT!
Clip this coupon and receive the "Proof of Putting"
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Eastern Sales Manager Wythe Walker New York Western Sales Manager Tracy Moore Los Angeles
SERVING THE PACIFIC NORTHWEST
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