Radio showmanship (Jan-Dec 1943)

Record Details:

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0 Sales I How an Dut-the-Way Sti by Don Albertson, Adv' RADIO advertising is nothing new at Colorado Supply. We bought f our first spot announcements from KGHF 14 years ago, and have been on the air continuously ever since. In spite of unusually difficult problems, we have had thoroughly satisfactory results. Colorado Supply is the retail division of the Colorado Fuel Sc Iron Corporation. The operations of the company include coal mining to a distance of more than 100 miles from Pueblo, an iron mine in Wyoming, and steel mills in Pueblo. To serve the 10,000 employees of the company, retail outlets are maintained at a number of points. Our radio activities have been directed to Pueblo where we operate a complete department store, including groceries, bakery, drug store, soda fountain, hardware, furniture and all dry goods lines. We also operate two gasoline stations and a garage. One of our chief problems is that of location. Our store is located near the entrance to the mills, several blocks from a suburban business section, and it is a mile and a half from downtown. Since the mill employees live all over the city, and have full freedom to buy where they please, we must be aggressive at all times. Much of our business comes from people who are not mill employees, and we strive to hold and increase this business. Bringing people to Colorado Supply when they are nearer other business sections is a strong test of any medium, and radio has measured up to every test we have made. Here is the story of how we have made radio an invaluable part of our advertising campaign. One of the most important factors is the selection of the right time. We have found that the housewife is in the mood to listen to the radio around 10:00 A.M. Children are off to school, breakfast dishes are out of the way, and she hasn't yet started to prepare lunch. Of course the selection of the right program is as important as the right time. Since the listener is going to tune-in only those programs which seem important to that individual, it is up to the sponsor to make his program important. A program that interests the average person is the first essential. What interests the average person? Music is owe of the entertainment elements with widespread appeal. Serials also offer entertainment value. Too, the average housewife listens to news, and whether she likes them or not, she gets spot announcements between programs. We have tried stories, 48 RADIO SHOWMANSH I P