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Urn the Air
by Radio Writes ashington, D. C.
single, solitary home. Enough money was withheld to pay for a little bit of advertising. Those were anxious days. If a buyer hadn't come along almost immediately, an infant industry might have died a'borning.
But he came! He saw! And he bought!
The investment and the profit on the first deal went into the purchase and complete reconditioning of more houses. Money was deducted for advertising in every case.
First it was in the newspapers.
Then radio was added to newspaper advertising. Mr. Bernstein figured that if the old-timers were wrong in saying that there was no market for reconditioned houses, they might be wrong about the idea that houses could not be sold over the air. They were wrong, and he was right.
Then, as now, his entire radio expenditure was confined to spots. Inquiries that were promptly turned into sales began coming in almost immediately.
The air-conditioned office building of the LEO M. BERNSTEIN & CO. in Washington, D. C, serves thousands of potential home buyers every year.
Morning and night, daily and Sunday, for example, the Leo M. Bernstein & Co. reaches the WOL audience with its message. And here is one reason why the company is a firm believer in radio advertising: from one Sunday morning announcement on a Hebrew program heard over WOL it received inquiries from people of all nationalities in all walks of life. Other reasons: from several evening announcements adjacent to a news period on this station this real estate firm made sales that were directly traceable to the broadcast. The same is true of its announcements heard on WOL's morning Musical Clock program.
With the influx of national defense workers into the city and suburbs of Washington, the problem today has become one of getting around to making
JAN U ARY, 1 942
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