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the dangers of working loo hard at tradeups."
Nelson Bros, has never advertised a low-price, low-profit item. Mr. Blinder feels that with only four price mentions allowed him, he can't afford to waste one of them on an item such as an end table or a lamp that isn't going to make the store any profit.
Although Nelson Bros, has shipped furniture to Palestine and China, and does some business as far north as the Canadian line, as far south as the Gulf, the concentration comes from that area within the 200-mile radius best served by the Chicago stations. Both Milwaukee, Wis., and Peoria fall within that radius, and the Nelson Bros, store in each of these two cities also benefit from the Chicago radio shows. The local papers in Milwaukee and Peoria are used to augment the radio appeal in those two cities, and occasionally the radio programs are mentioned in that advertising.
Mr. Blinder has a five-point radio policy which has been building sales constantly year after year.
(1) For any number, select and mention the lowest price on your floors.
(2) Cling to programs that attract the largest numbers of persons.
(3) In your commercials, plug the same story of consumer wants until you're sure it has gone home.
(4) Don't waste radio time, salesmen's time, and store traffic facilities by advertising items that draw crowds of non-profit buyers. It's better to make money from 100 customers than lose money on a 10,000-aday traffic.
(5) Don't allow your salesmen to trade up obviously and forcefully. By advertising low prices you may earn a trade-up, loss-leader reputation among your competition, but by selling honestly, you'll earn a reputation for fairness among customers. And they'll come back time and again in response to the same type of advertising.
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Sell With Entertainmen Roger W. Clipp, General
RADIO listeners demand a price for F listening. The asking price of the average listener is simply a program of good entertainment. The price the ad
Besides being vice-president, general manager and director of WFIL, Roger William Clipp is a member of the Board of Directors of Philadelphia's far-famed Poor Richard Club, is chairman of NAB's Research Committee, and a director of the City Business Club. Currently he pounds the key one night a week in WFIL's Navy Code School, with other members of the station's technical and secretarial staff, to teach Navy enlistees the ABC's of code sending, receiving and typing.
Along the way he has collected such trophies as Hon. Col. of the 111th Infantry of the Pennsylvania National Guard, and has been made a life member of the Philadelphia Radio Service Men's Association.
Deadly at badminton are radioman Clipp and his lady. Staff members claim that the best parties and shindigs are always at the Clipp home. Two very attractive children, Betty who is 14 and Sammy who is ten, round out the family picture.
RADIO SHOWMANSH IP