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H)()d main yciirs wc liaxc buill om (loiliiiio business on the firm loundation ol liicndly scrMcc. We figmx' that radio has the kind of a personal toiuh tliai fits I it^ht into our business policies.'"
\IRFAX: sponsor: Wagner's. Station: KRBM, Bozeman, Mont. Power: 250 watts. Population: 11.500
COMMENT: Heres the case of an advcrliscr Avhose only opportiuiity to reach a wideh scatterecl clientele is through the broadcast medium. What made radio that much more effective was that it gave a personal touch that fitted in with general store policy. It's a hard-to-beat combina'tion.
Music Stores
WESTERN JAMBOREE Halper's Music Shop, Cincinnati, O., definitely isn't a large operator, but big things happened when Saul Hal per decided to go on the air to advertise his record department. Between March 14 and April 27, 32 announcements at approximately 8:30 p.m., produced in excess of 30,000 record orders. Orders came from 38 states as the result of this participation on the WCKY hillbilly show.
Comments Sidney De Lott, vice president of Pall De Lott, Adv. Agcy.: Never in radio history, barring none, to my knowledge, has any program or any spot announcement caught on as fast as this announcement. \\g have been getting on an average, 125 letters a day. In the past four weeks, Halper's time cost has amounted to S480 and he has received orders for more than 12,849 records. He has averaged seven orders per letter. The cost figures approximately 334c per record. "
Hard put to it was Halper's to keep up with the orders, get the records in tfie mails.
AIRFAX: With 11 sponsors now behind his Western Jamboree, Tom More has a record of phenomenal sponsor success stories to his credit. About one in eight of More's letters are straight fan mail for the hillbilly radio series.
Sponsor: Halper's Music Shop, others. Station: WCKY, Cincinnati, O. Power: 50,000 watts. Population: 685,945.
SEPTEMBER, 1946
COMMENT: In the last analysis, radio has to produce results! It takes programs and talent to do it, but unless it's a combination that rings the cash register, it's monev down the drain for the ad\ertiser.
Music Stares
IT'S THE BERRIES When the Tom Berry Music Store signed up for sponsorship of It's the Berries on WGL, Fort Wayne, Ind., radio was no pig-in-a-poke for Fort \\'ayne's largest music store. Over a period of four long years, the Tom Berry Music Store has made consistent use of the broadcast medium, either on a participating basis or with a regular show.
Sold 100 per cent on local radio advertising is store manager, Tom Berry. His comment: "Radio has brought wonderful results." To give point to his words, the store uses very little newspaper space.
To bolster sales in its Record Department was what put the Tom Berry
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