Business screen magazine (1938)

A DEPARTMENT STORE EXPERIMENT OPENS A POTENTIAL FILM FIELD • A television netwiirk of department stores which will utilize the "tele-sales" sight-and-sound merchandising system to show shoppers the wares of national advertisers, is planned by the American Television Corporation, who recently demonstrated the system successfully at Blooniingdale's in New York'. Tests last month elicited the statement of Ira A. Hirschmann, vice president and sales director of Blooniingdale's, that "tele-sales" is the most important new merchandising medium offered to department stores in many years, remarking further that "the clarity and incisiveness with which merchandise is televised from our own studio and seen by customers on all floors simultaneously make the new medium a 'must' among selling methods". The plan jirovides specifically that leading stores will be equipped with "tele-sales", the apparatus including cameras that scan filmed as well as living subjects. A filmed continuity promoting the products of several national advertisers will be shown hourly in each store so equipped, rates for such advertising to be determined by clocked audits of customer circnlation and the number of stores in the network. Besides the equipment, the American Television 'Corporation will provide each suitable store with two engineers to operate the studio and receiving equipment. 'Controlled television', according to its sponsors, permits the advertiser to make his appeal at the very point where the sale can be rung up. If the cu.stomer is moti\ated to buy, he is not at home where he can postpone his purchase. He is in the store, where he may have come to buy one item but remains to examine others because he is attracted by the miracle of television. Besides creating multiple purchasers, the merchant offers his patrons the opportunity to shop by television, and if there is no regular broadcasting in his vicinity, he is in the position of being the first to introduce the newart to his community. The first film expressly made for these telecasts was being produced l)y ,\udiip I'roiluetions last niontli. BLOOtVIINCOALE CUSTOMERS WATCH A TELECAST PROGRAM ON ONE OF THE -KINETS" LOCATED ON A liiuiT fiiKir and coiiiiecU'fl to a <-eulral studio (shown rinht ami ahove) \ty coaxial cable, t tills cscajiin)^ tlic difficulties of outside inlerrcrciice, etc. and assuring dependatjly good IH-rforniaiices at all times. THE NEED FOR AVIATION FILMS A stiniu luting left er ofjers furtlter 7 mpi'tus to Aviation fihii jtroy rcs:<! — bv H Canfield Cook ' • One evening this past winter I addressed a large audience on the subject of air transportation. I told of the progress that has been made since the world war when I was actively associated with aviation. Of the speed and cfimforts afforded by the modern leviathans of the skies. Of the vast network of airways that link the cities of our nation and the capitals of the world. How this speeding up of communications is shrinking the earth's time size and profoundly influencing the conduct of international affairs. At the conclusion of tny discourse, many questions bearing on the subject matter, were asked by the audience. Just as questions began to lag and the chairman was about to close the discussion period, a little girl of possibly nine years, piped out shrilly from one of the front row seats — "Mister, what makes 'em stay up". What makes "em stay up, indeed ? How many oldsters but would like to a.sk that question if they did not think it too elementary.'' Howmany other questions along the same line remain unanswered in their minds? If the public knew more of the answers, would it help the air industry? I think it would. I believe it would be the shortest route to converting that vast majority who do not fly liecause they are afraid of what they do not understand. Thousands have been spent in films that tell an entertaining story of flight. That reveiJ glorious vistas (mountains usually excepted) from the air. That dramatize the linking of widely separated communities. That give glamour to life above the clouds. Btit has anyone shown John Public why he won't be dizzy when he looks earthward from a speeding plane, but possibly would be if his vantage point were the observation deck of the Empire State Building. My experiences with audiences of various ages and sizes, in nietro]iolitan and rural communities from one coa.st to the other, convinces me that where aviation is concerned people want facts and more facts. They are thirsting for knowledge on this new and revolulionary form of trans])ortation. Never was a time more ripe for films with a background of .solid reality, telling a straightforward story of achievement, unattended by an aura of artificial glamour. The air industry is going to need "Young America" to build and operate the air liners of the future and — buy the tickets that will keep them filled. Show these young people withoitt fanfare, what they must do to plan their careers in aviation and they can be depended upon to "sell" air transportation to those upon whom the industry must now depend. Although today millions are unemployed the air industry does ofl'er definite, withal liiuited. opportunities for youth. The industry seeks personnel, qualified through proper training. This need will increase in proportion to expansion and a healthy expansion depends on the availability of skilled help. .\nd even now on occasion there is a dearth of skilled mechanics. A few months ago, at a time when the wheels were scarcely moving in some aircraft plants, I was told by the personnel director of a more fortunate establishment, that over four hundred needed men could not be found among applicants presenting themselves for employment on that particular day. Their training was inadequate. What an opportunity this would have presented to those properly equipped through an advance knowledge of the industry's requirements. Publicity values change in these swift moving times. There was a day not so many weeks ago, when the departures and arrivals of trans-oceanic airliners rated prominent space on the front pages of our newspapers. One must search for these items now. They've been relegated to the inside pages along with "steauLship movements".This is a high price to pay for achievement but it indicates a goal hard won. Air transportation has become an integral part of the world's communication services. Flying is a casual business so far as news reports go. But flying is still far from bemg a casual business in the eyes of the public. It has to be sold. Not with an aura of glamour Ijut with facts. The publicity ceiling is still tmlimited. Whether the approach be through to-day's prospective ticket holders or through those ticket holders of the futtu'c. for whose hopes the sky is literally the liiuit, but who depend on sound, fundamental public relations programs, to safelv chart their course. Hi Business Screen