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Sllp6 that Pass in the "Mike"
"7 didn't say it! I know I didn't!"
By RAY E. DADY
GET a group of radio announcers together for more than twenty minutes and the odds are ten to one that the conversation will swing around to "blows" or "fluffs." This is just radio lingo for slips of the tongue over the air. Somebody will tell the one about Norman Broken' shire and another will tell the one about Harry Von Zell and from then on, it's anybody's guess who will contribute the biggest laugh. Now it's my turn.
A few years ago a paint company bought a large schedule of spot an' nouncements — so many in fact that every announcer on the station knew the announcements by heart. They all had one standard tag line at the conclusion of each spot. The copy read — "Buy True-Enamel, sold at the stores with the rainbow front. It's guaranteed not to crack, chip nor peel."
The announcements went on with' out incident for weeks until Allen Anthony, who now does the commer' cials on the Dr. I. Q. show, had to join the network in something less than twenty seconds and hurried into the studio to present the TruC'Enamel spot. He sailed into the copy with characteristic verve and confidence. The tag line was the same as always:
"True'Enamel is guaranteed not to crack, chip nor peel."
But that isn't what Tony said : Not that time. To the listeners it was un' mistakably: "True'Enamel is guaranteed not to crap, cheek nor pill."
The story of Anthony's famous "blow" will always bring to somebody's mind the story of the guy in Cleveland. This business of transposing first syllables and then flounder' ing helplessly around trying to get out is one of the trickiest Httle booby traps in the radio book. The bigger you are the harder you fall.
They cautioned the announcer in Cleveland to watch it — that sooner or later the copy would send him into a linguistic pin-wheel. He got along fine for weeks by dint of careful rehearsing and concentration. Just about the time he was quite sure he could always say, "Perfect Circle Piston Rings," he had an off day. You might toy around with that one for a few minutes to see what you can make of it. It has numerous possibilities but the one he chose wasn't too bad. He finally came up with, "Serfict Perkle Wriston Pings."
Then there's the fellow up at KFNF in Shenandoah who was extolling the virtues of a well-known flour.