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I
ports Sell Suits
By MAX YANDT, Missoula Clothing Merchant,
Whose Story Is Based on Seven Years of Radio
I handled the broadcasts myself, not that this is essential to profitable radio advertising. It happens that I have had a broad background in sports, and after taking
to go on the air, and until w^e'll stay on
in a business its advertising dolBut I know what
Seven years ago we decided air. Today, we're still on the something better comes along, the air.
That's bold talk for a man field that spends most of lars in another medium. radio can do.
For seven years, radio has carried the major portion of our advertising appropriation, and, believe me, it pays! When we first tried radio, we didn't just get our feet wet but plunged in head first.
We decided to concentrate everything on a sports program — everything because sports broadcasts cannot be promoted half-heartedly. Your store must become a sports center, your windows, your interior display, your supplementary advertising must take on a sports atmosphere. Your personnel must be sports minded, able to discuss sports intelligently with anybody who walks into the store.
To better tie-up the show with the store,
JANUARY, 1941
an audition, I discovered that my voice was acceptable.
By handling the broadcast myself, I feel the program is personalized and comes closer to our purpose of making people think of Yandt's Men's Wear every time they hear or see a sports event.
Our program, which is called Yandt's Sports Slants, is aired daily except Sunday at 6:30 P.M., immediately following the news. We find that this time is excellent for last minute results of football, baseball, and other important sport events. The news we carry is carefully edited to insure no duplication of the material in the evening paper. Coming as it does at 6:30, it scoops the early editions of the morning papers by many hours.
Direct results? On the broadcast, we invite the listeners to visit us at the store and just talk sports. No special inducements are offered. Yet hundreds have come — some just out