We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
Department Stores
QUESTION-AIR Sherman-Clay & Co., leasers of the fourth floor music-radio department in Oakland's (Calif.) largest store, the H. C. Capwell Co., stage a quiz show right in their department, awarding Philco portable radios as first prizes each week.
Upshot: 150-odd shoppers gather every Friday to participate, thereby creating the first merchandising essential — traffic. One model, most persistently plugged and demonstrated on the program, jumped nearly 100% in units sold since the initial quiz show.
From H. C. Capwell Co. has come full cooperation with scores of showcards in prominent positions throughout the store, window displays, circulars in mailing pieces.
AIR FAX: Subject range: art, travel, music, radio, theater, stage, etc. Similar to network Take It or Leave It is the final question put to each contestant: a "toughie" — take it or leave it! If done and won, score is doubled; error halves the score. First Broadcast: October 4, 1940. Broadcast Schedule: Friday, 3:30-4:00 P.M. Preceded By: Concert Hall. Followed By: Newspaper of the Air. Competition: Man of the World; Grand Lake Revue.
Elaborate window displays boost Question-Air, KROW Friday afternoon quiz show broadcast directly from the music-radio department of Oakland's (Calif.) largest department store, THE H. C. CAPWELL CO. First prize each week is a PHILCO portable radio. Second, third, and fourth prizes are merchandise orders for ten, five, and two and one-half dollars.
Sponsor: Sherman-Clay & Co. (leaser in H. C. Capwell Co., department store). Station: KROW, Oakland, Calif. Power: 1,000 watts. Population: 284,063.
COMMENT: Growing tendency among department stores is to plan radio advertising in a series of progressive stages: Build one program around one department, then add more programs, more departments, as increased volume warrants. Start is usually made with departments featuring high markup goods.
Thus, the department store, instead of fluttering about from item to item, from department to department, can concentrate on selling one thing at a time as national advertisers do. Leased departments have been first to break the ground for this type of department store advertising, first to prove it can work successfully.
Drug Products (others)
WJJD SUPPERTIME FROLIC It's a rootin', tootin', good old hillbilly show when the Cumberland Ridge Runners come a-jug blowin' and a-square dancin' every night at 8:30 P.M. Seven days a week, two solid hours daily, for six consecutive years, the public has stood by this hardy, radio perennial.
Among present sponsors is Consolidated Drug Trade Products. Results obtained for some of their products: 1) McCoy's Cod
QUESTION-AIR
P
s
\lh/ A 5 TUBE PHILCO TABLk MODEL RADIO
f
JANUARY, 1941
33