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Clicquot Club Eskimos - Episode No. 322

Clicquot Club Eskimos

Episode No. 322 (or thereabouts)

Jan 29 1932

SOURCE: United States Congressional serial set. (Washington: U.S. Govt. Print. Off.)


In answer to your inquiry of January 22 regarding a reply to Senate Resolution 129, we feel that a ruling permitting a radio advertiser only the mention of his name as sponsor of the program and allowing him no opportunity to go farther than that would cause advertising men to question gravely the value of great expenditures for radio programs.

In our opinion, the leading network programs of the country offend in fewer cases to-day than ever before as regards quantity of sales talk. Programs that are developed by capable advertising organizations and produced over the leading chains are for the most part following a policy of making the commercial argument intriguing and subtle and actually pleasing to listeners and are departing from ballyhoo and over-emphasis on the product. Of course, there are a few -- and unfortunately those are outstanding -- that have not as yet seen daylight on this important element.

However, there are innumerable stations, some affiliated with chains and some not, that during periods when they are not carrying chain programs are selling to local advertisers time which is used almost exclusively for advertising talk, in many cases without any pretense of offering entertainment to listeners. Much of the present-day objection to too much air advertising is being brought about by this condition, which is very seldom found to be caused by anything other than the desire of a station to increase its revenue without giving too much thought to the effect of its output upon its audience.

We direct one radio program -- that of the Clicquot Club Co. -- and an extremely small amount of advertising copy is put into it. We are inclosing a sample script of this week's broadcast to illustrate this statement. On the program we do open a bottle of ginger ale and pour it into a glass -- a bit of realism that could not possibly offend the listener -- and we restrict our announcement to a very reasonable number of words. I doubt if more than 60 to 90 seconds is taken up with reference to Clicquot Club's product during the course of this 30-minute program which has just been presented for the three hundred and twenty-second consecutive time over the National Broadcasting Co.'s network.

--Franklin S. Weston, of the advertising agency Danielson & Son, Providence, R. I.

Clicquot Club Eskimos

Friday, January 29, 1932 -- 9-9.30 p. m.

ANNOUNCER (special). Now let us take you in fancy over 3,000 miles of distance to the heart of the frozen North -- to Clicquot Club, the night club of Eskimo Land.

(Signature: Complete with dog barks and whip cracks.)

ANNOUNCER. Hello, everybody! The barking dogs and carefree Eskimos of the far North welcome you once again to Clicquot Club, the one bright spot in Eskimo Land. All the Eskimos for miles around are here to-night to enjoy Harry Reser's sparkling banjo rhythms, to dance and make merry, and to refresh themselves with that sparkling, mellow drink, Clicquot Club -- America's own fine ginger ale. So here we go -- off to a bright start with a happy song, "The Sun's in My Heart."

(The Sun's in My Heart -- Orchestra with quartette chorus.)

(Interlude music.)

ANNOUNCER. From all over the country came so many requests for more of the banjos and the characteristic Eskimo melodies that you are going to hear many of them during the weeks to come. Here's one of them now as the Eskimos go on enjoying the dance on that slippery, gleaming ice floor of Clicquot Club and the orchestra plays "Cupid on the Cake."

(Cupid on the Cake -- Orchestra with baritone vocal chorus.)

(Interlude music.)

ANNOUNCER. You really can't blame the Eskimos for occasionally thinking about those warm, sunny lands far to the south. With the thermometer at 40 below, who wouldn't envy the life of a languid señor playing his guitar beneath the window of some black-eyed señorita. That's why the orchestra, with Tommy Stacks singing the lyrics, tells us all about "A Gay Caballero."

(A Gay Caballero -- Orchestra with Stacks vocal.)

(Interlude music.)

ANNOUNCER. Romance comes drifting through the windows at Clicquot Club, along with the snowflakes and Arctic breezes. The lights are growing dim in the great crystal chandeliers now, and the Eskimos move across the smooth dance floor in happy dancing moments as the orchestra plays "Love Songs" in the dim half light of this great glistening night club.

(Love Songs -- Orchestra.)

(Trio of signature to fade out for local announcement and back.)

ANNOUNCER. There's a lull for a moment or two in the dancing as the Eskimos go back to their tables, eager for the delicious refreshment that sparkles in those tall glasses. As they drink a toast to happy, carefree moments, let's you and I join them. I have my bottle of Clicquot Club, frosty and cold. Have you yours? All ready? Now off comes the cap--

(Opening sound)-- 

and into the glass it goes-- 

(Pouring sound).

Can't you hear it sparkle? That's Clicquot Club ginger ale -- lively and mellow always. Well, here's your health! [Pause.] Ah-h-h -- that's delicious. Just as good as it sounds. A mellower, smoother flavor -- keener, more sparkling life -- that extra something. 

And now the Eskimo quartette bringing you their bit of melody from Clicquot Club -- a special arrangement of "Ooh, That Kiss."

(Ooh, That Kiss -- Quartette.)

(Interlude music.)

ANNOUNCER. No evening at Clicquot Club would be complete without that famous banjo and Chief Eskimo Harry Reser to draw golden melody from its strings. That's why the Eskimos flock around the platform now as Harry tunes up and, with the orchestra, brings you that sparklin' tune, "Nola."

(Nola -- Orchestra -- Reser solo -- Banjo featuring.)

(Interlude music.)

ANNOUNCER. Now back to the dance floor again -- the rhythm, the melody, the laughing gaiety of the dance. Many a spill on the icy floor and many a pick-up, too. It's all in fun, you know, and here's the orchestra with "You're My Everything" from "The Laugh Parade."

(You're My Everything -- Orchestra.)

(Interlude Music.)

ANNOUNCER. Everything has to end, you know. The last bubble bursts in the last tall glass of ginger ale, and the last dance comes all too soon. And so just before we're cut off from the world outside for another week, here's a melody to remember the Eskimos by -- "Look Me up When You're Down in Tennessee."

(Look Me up When You're Down in Tennessee -- Orchestra.)


Closing announcement (against trio background):

So another round of pleasure at Clicquot Club draws to a close. Come again and join the fun next Friday evening at the same hour. Your invitation to this Eskimo night club comes from the Clicquot Club Co., makers of Clicquot Club ginger ale -- the mellow, delicious ginger ale on every bottle of which you see the Eskimo's smiling face promising you delightful refreshment, mellower flavor, that extra something.

This is John S. Young announcing. This program has come from the NBC Studios in New York.