We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
Lyon Van Moves On the Air
With S0% of Ad Budget to Radio, Lyon Van S Storage Co, Uses Network Progran) and Spots to Cover the Pacific Coast Market
'Even in these times when the Lyon Van Sc Storage Co., Los Angeles, Calif., is over-sold on storage space and local and long distance moving services, it still finds it prudent policy to advertise consistently.
What Henry M. Bingeson, vice president of the firm, revealed at the Soiuhwest Warehouse Sc Transfermen's Association convention:
Approximately four per cent of Lyon Van's gross sales are regularly invested in advertising.
After years of trial-and-error testing, Lyon now uses approximately 80 per cent of its advertising budget in radio.
In addition to its Your Moving Hour, broadcast over the Pacific Coast network of the Mutual Broadcasting System, Lyon Van also uses a consistent schedule of chain breaks on nine stations scattered from San Diego to Seattle. On the basis of Lyon Van's experience with broadcast advertising, Mr. Burgeson has come to these conclusions:
(1) The average local advertiser should make careful use of radio.
(2) There are a number of ways in which radio may be used effectively. "You can build or buy a program of your own. Such a program will l)e yours alone. When people hear it, they will think of you.
"If your budget does not permit the use of your o^vn program, you can buy one minute spots next to a popular program. A minute, entirely devoted to selling, will enable you to get over a strong story of your services. "There is one other way to use radio. This is what broadcasters call a chain break. It is very brief, usually less than 40 words, but it drives home your firm name and basic sales theme."
(^) The way to get sold on radio is to test it.
"Several years ago we worked out a little merchandising idea to check the pulling power of radio advertising. We told listeners that if they would tell us the name of a person who was going to move, store or ship, we would give the person furnishing the lead a PVREX pie plate. If we actually I)ooked the order, the person who gave us the tip would receive an entire six-piece custard cup PYREX set.
"This premium idea pulled very well, and the cost for obtaining the lead and the order was very small. Other advertisers can work out a premium lead that is ecpially elfective. The point I emphasize is to test your advertising as carefully and as frequently as you can."
Lyon Van has used radio for a Tiunil)cr of years, 'wilh iis adxcrtising liandlcd by the Los Angeles office of B\i n n. Barkon, Dirmim .^ ()siu)r\. Inc.
86* RADIO SHOWMANSHIP