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Public service sponsors get profit3t>ie image
Bankrolling of often-shunned "instant" news and bad-weather bulletins rewards Charleston radio advertisers with public applause — and profit
SAM SOLOMON CO. I
HATIOHAl BRANDS
Public service sponsorship has been a boon to Aaron Solomon (r), shown discussing tentative specials with WCSC's Cecil Keels.
■ Special news bulletin broadcasts reflect the radio-tv industry's constant emphasis on service in the public interest but, all too often, go needlessly unsponsored. The result is that advertisers overlook an opportunity to participate in a valuable vehicle that can build good will and an institutional image rooted in community involvement.
These intangible assets most often appeal to major national advertisers, and too few regional and local advertisers understand that such image and good will building can be translated in terms of dollars and cents in the form of sales and profit increases.
Two such far-sighted advertisers who are capitalizing on the successful sponsoring of public service news bulletins and specials (as opposed to regularly scheduled newscasts) are Charleston, S.C.'s Sam Solomon Co. and Calhoun Life Insurance.
Each is so pleased with its image on WCSC radio that the Solomon firm has bought all of the station's special bulletins, ranging from political notices through coverage of such local happenings as fires, robberies, etc., while Calhoun Life has sponsorship of emergency weather reports.
Because some of the emergency events could involve client policy, the station checks with Aaron Solomon, president and general manager of Sam Solomon Co., whenever a story appears to merit more than routine attention outside of regular news reports. As an exam
ple, the Solomon firm recently underwrote the continuous coverage of a local kidnapping, and kept the community up to date on every news development. Solomon also purchased all the station breaks during the recent Republican convention.
Aaron Solomon heads a discount house that is interested in creating and maintaining an image unlike the average discounter, because his company carries only brand names and quality merchandise.
The firm has used radio since 1962, but it wasn't until earlier this year that it bought its first news special and moved into sponsoring "instant" news events. Now 10 percent of its ad budget is in radio, and its public service advertising has gone a long way toward creating a distinctive image.
In keeping with the special nature of its sponsorship, Solomon uses only institutional advertising.
As a quality retailer, the store believes that its participation in a quality news service is appreciated by the civic minded people of the community. As all shoppers at the showroom are required to be "admission cardholders," the firm directs its radio appeal to this group, which is largely composed of consumers in the middle or higher income brackets.
Sponsor Solomon emphasizes that he avoids the touting of specials and sale articles, an approach that is used by typical discount houses. Such a campaign, he believes, would damage his image as a quality dis
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SPONSOR