Radio showmanship (Jan-Dec 1943)

Tale of :it With Never a Bad Year, SEi Itself for the Nelson Broie! ON election day in 1932 a brand new company rented the building that had been occupied by the Republican campaign headquarters on Broadway in Chicago, 111., scraped Hoover's picture off the window, opened a furniture store called Nelson Bros., and bought some radio time. Since that day the company has never been without a radio program, and there's never been a bad year in all the depression years that Nelson Bros, has been growing. A man named Abe Blinder is president of Nelson Bros., and he believes in radio advertising. The early trickle of monev that came into the store was turned back into more radio time. That vote of confidence for radio paid dividends. The company now has four stores, and in addition to time on WJJD, it uses three other radio stations to get its advertising message to the people. Does Nelson Bros, radio advertising pay? Well, their outlet store where they peddle their trade-ins, odd-numbers and loose ends did a gross last year of 31^0,000. Radio pays so well that as far as customers over a 200-mile radius are concerned Nelson Bros, is The Furniture Store That Advertises By Radio. And not only does the store merchandise on the air, but it merchandises radio itself. There's a radio antenna tower atop the store's modern, three-story building. Radio towers are on the windows, on the letterhead, and in the trademark. Inside the store, walls are decorated with gigantic blowups of the radio stars who have been featured in Nelson Bros. programs. "We discovered that customers coming in (or the first time are a SH OWM AN SHIP