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Fits Pizits
By E. H. Hunvald, Sales Manager, Pizitz Department Store, Birmingham
WHEN department store sales managers get into a huddle, there is one topic that inevitably comes into the conversation. Radio! Some use it, and others don't. We do. We really believe in radio, for we have seen it work miracles.
riie Pizitz Department Store began making use of radio when radio was in its infancy. We stayed with it through its adolescence and into its maturity. Each year, we have increased our appropriation. For example: in 1938, Pizitz spent $6,000 for radio time; in 19-^9 the figure was upped to $12,000, and one year later the radio appropriation was $18,000. This year we will spend approximately $30,000 and I would like to predict that next year we will use even more radio time.
While we believe that radio will sell any good idea more quickly and more thoroughly, at less cost than any other advertising medium in existence, I have one word of caution. Radio must be used for a purpose. Don't just go on the air and expect miracles. They don't happen that way.
When we began a quarter-hour news program over WBRC at 8:45 A.M. a year ago to promote Wings shirts, it wasn't just by chance that without any help other than two small newspaper advertisements, radio sold over 15,000 Wings shirts at $1.65 each, during the month of December, 1940.
Or, to cite another example: when we opened up a corner of our store for pianos, we turned to radio to help us build up sales. It isn't an accident that today we sell an average of $10,000 worth of pianos a month.
Our manager for that department plays the piano. So we put him on the air over all three local stations. He bangs
RADIO SHOWM ANSH I P