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The Shop That Radio Built 96
Charles Sengir
The case history of 10,000 broadcasts by the president of one of the nation's largest beauty salons.
A Christmas Sales Story 98
Being a detailed analysis of Adventures in Christmastree Grove, a transcribed radio show with all the elements of showmanship that can make a good program. An RS Air Analysis.
Christmas Promotions 104
To help you get the most out of radio in the peak buying months, here is a special collection of successful merchandising stunts used last Christmas in a variety of business fields.
Yours for the Asking 107
A listing of sample scripts and transcription availabilities on programs reveiwed in this and preceding issues.
Show manscoops 108
Photographic review of merchandising stunts, and the personalities behind them.
What the Program Did for Me 110
This is the businessman's own department. Here, the radio advertisers of the nation exchange results and reactions of radio programs for their mutual benefit.
Proof O' the Pudding 112
Results from radio programs, based on sales, mails, surveys, long runs and the growth of the business itself.
Showmanship in Action 114
A collection of those extra promotions and merchandising ideas that lift a program OUt of the ordinary.
Johnny On the Spot 116
It you use spot announcements, you'll be interested in the news, reviews and tips in this department
Trends 118
iting oi program patterns based on ■
ia] and continuous sur\e\ <>t out
itanding, locally iponsored radio pro us throughout the country.
THE READERS WRITE
SPECIFIC
Sirs:
Congratulations on a good job, and a needed job. Radio has been blessed with at least two excellent trade magazines. However, by the very nature of their policies and the requirement of their readers, radio magazines now in the field must be very general, and I find Radio Showmanship much more specific in its answer to the needs of the man who uses radio as a tool, and who is more interested in how to make it work than in what makes it tick.
I think the day of radio as pure entertain-, ment without relation to function or use is i past; I believe producers and sellers of radio-, programs and time will, in the future, have more regard for the suitability of their show to the sponsor's exact needs. Again, congratulations, and all the luck you so richly deservj which is a lot.
George Logan Price George Logan Price, Inc. Los Angeles, Calif.
LIKES NUMBERING
Sirs:
Just a line to let you know I appreciate your classification of material.
We're in the coffee business. I like to know what others in the trade are doing. The way you separate your material, 1 can see it at a glance without wading through a lot of othei program ideas that are of no interest to me My suggestion is that you issue an inde> when you have completed the volume of the first year. This would be of particular valu< inasmuch as I'm pleased to note that you an numbering your pages consecutively from th«| first iss
Ton Wii i iams
Advertising Man,.
.//, ('om f>an4
Minneapolis. Minn.
nt in iif (I ON ft
84
RADIO SHOWMANSHl