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If I were a radio time salesman, anxious to tap the department store market, I would certainly not proceed, as some do, to contact store management immediately with an offer of radio time on any sustaining program we had at the moment. First of all, I would study that particular store; learn its policies; how it was trying to accomplish the store's aims and how nearly it was succeeding. After thorough research, I would get in touch with the management and say, "I have noticed what Blank Brothers has been trying to do; I believe your problems are so and so. I believe our station may be of some help to you in solving them." I would be fortified with the facts behind that statement. After a discussion of the store's problems, I would return to the station, where, with the cooperation of station execiuives, I would suggest that a program series be developed to fit the special needs of that store. Then, with concrete, specific program ideas, I would be able to make a definite offer of program and time to store management, an offer individually tailored to their needs. If that type of study and research were done for each store, before a salesman offered the store either program or time, there would be far less feeling among department store executives against radio advertising; there would be a far greater degree of success in advertising carried out.
The successful cooperation of Lit Brothers and WFIL indicates to me that mutual understanding of department stores and radio stations should not be very difficult to achieve, particularly if the radio station will put more of its time on the department store's problems, and the department store will put more of its time on the air.
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by Owners JAI and MARY FENT
WE human beings are funny creatures; we'll walk a mile to trade with somebody who makes us feel welcome. Edgar Guest knew this when he wrote the following rhyme:
"The reason people pass one door To patronize another store, Is not because the busier place Has better drugs, or silk, or lace. Or cheaper price; it largely lies In pleasant words and smiling eyes."
In the little city of Colton, Cal., there are a dozen or more cold drink spots, one very much like another except one that is called the Hub Cafe. Really, it isn't a cafe, because all the food you buy there you can put in your pocket. It serves nothing more than sandwiches. Everything else is liquid, so it couldn't have built up a reputation for the excellence of its food, and necessarily, it must sell the same kind of drinks that are served at every other cafe or bar.
Nevertheless, the Hub Cafe enjoys an enviable reputation. People always have fun there. Only ladies and gentlemen are wanted at the Hub, and strangely enough, only ladies and gentlemen patronize the place. On the wall is a small sign which reads:
"Only ladies and gentlemen are invited here. When you have had enough to drink, please leave of your own accord, because if you don't— you'll go anyway."
The Hub Cafe isn't a hangout or a joint, but a place where people go to have a good time.
When radio came to the Valley of
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RADIO SHOWMANSHIP