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Papulat Amateur cM-au^
A unique Amateur Hour and radio's oldest amateur hour originally broadcast from a store window on Chicago's south' west side is celebrating its fifteenth birth' day this year. Sponsor of the show is also celebrating nearly forty years of good will because of his business policies.
During that decade and a half, that program has been the primary type of advertising for the store of Morris B. Sachs. During those years the store has epitomized a business success story. Always underspaced for the volume of sales, the Sachs store quadrupled in size in 1925, expanded again in the depression year of 1934 and reached its present size during the turbulent year of 1940.
As further evidence of the handsome
AIR FAX: Radio's oldest Amateur Hour celebrates its fifteenth anniversary on the air in August.
Broadcast Schedule: Sunday, 12:30 to 1:30 P. M., CST.
Station: WENR, Chicago, Illinois
Power: 50,000 watts
Population: 3,396, 808
results which concentration on radio advertising has produced, a branch store on the north side of Chicago opened last fall. This marked the fourth expansion in the store's history. Between 1934 and 1947 Sachs spent more than three million dollars for airtime, the top item being his amateur hour.
All to the accompaniment of radio advertising, Morris Sachs has built his enterprises. His Chicago store is said to do more business for each square foot than any other men's and women's establishment in the country.
That store window amateur hour broad cast marked his first attempt at radio advertising. He began with Bob Bradley, now a West coast singer, as the first contestant, and offered prizes of gold, silver, and bronze medals.
When the spectators increased to trafficstopping numbers, he moved his show to Studio A of station WENR, then in the Merchandise Mart. In October, 1948 the Amateur Hour was moved again. This time the show settled at the American Broadcasting Company's Civic Studio in
Roy McLaughlin, WENR station manager, "auditions" for Morris B. Sachs while John H. Norton, Jr. supplies applause