The talking machine world (Jan-June 1928)

Store-Door Playing Built this Business W. C. Morrison, of Morrison Radiophone, Inc., Traces 85% of All Sales to Policy of Broadcasting Programs From Store Door THIS is the era of publicity. The more publicity the better, and the more you get the more prominent you become. It's the age of advertising. Not necessarily paid advertising, or newspaper advertising, or billboard advertising, but advertising that keeps men and affairs — and their products and personalities— constantly before the public eye. 85 Per Cent of Sales From Simple Plan All last Summer and Fall W. C. Morrison, owner of the Morrison Radiophone Co., Inc., of Bridgeport, Conn., made his storefront broadcasting pay and pay until 85 per cent of the seasons' sales were actually traced to this simple advertising method. He didn't, however, just turn on his sidewalk loudspeaker and trust to luck in getting business. Instead, he studied the demands of his radio fans and paved the way for a big attendance with advance newspaper announcements. What Programs Are Favored? Despite the fact that he is located on a busy traffic thoroughfare, Mr. Morrison managed to draw a couple of hundred residents and pedes By Clarence J. O'Neil trians regularly by tuning in on popular programs. By personal investigation and observation he soon learned that his patrons preferred programs as follows, and in their order of preference: (1) Fight announcements, (2) Football games, (3) Baseball returns, (4) Popular musical programs. With this tabulation of the most popular prospective programs Mr. Morrison was guided accordingly in his newspaper appropriations. Coming prize, fights got the most newspaper advertising space. Other programs were allotted advertising space according to their demand rating. Tie-up With Window A fresh window setting was always made the day before an advertised program was to be broadcast over the sidewalk. Several attractive posters announcing a variety of sets and parts were conspicuously displayed in the store window. By far the most attractive poster was always hung directly above the heads of the spectators and in direct view of the loudspeaker. It read: "It pays to buy the better radio. This is the best you can buy. Radiola 104." Mr. Morrison claims he is satisfied if his sidewalk broadcasting puts over just this one message. So' far it has given him ample sales results. It is interesting to note that his sales of loudspeakers, tubes and batteries, via the sidewalk audience, have equaled the total sales of complete sets. Pulling Power of Publicity With the closing of his outdoor broadcasting accommodation, Mr. Morrison says that results have shown that his entire volume of sales for the past six months, ending November 15, were traced directly to the following sources: 85 per cent Sidewalk Broadcasting. 10 per cent Through Old Customers. 5 per cent Newspaper Advertising. It may be the simplest, cheapest and oldest way of advertising, yet this dealer finds the front door still has pulling power as a most effective publicity stunt. Broadcasters' Association Issues the NAB News Official Publication of the National Association of Broadcasters, Inc., Contains Much Interesting and Informative Material The NAB News, the official publication of the National Association of Broadcasters, Inc., made its initial bow last month and contained a wealth of interesting and informative material pertaining to broadcasting and kindred matters. Among the articles featured in the issue were "Win Friends and Sell Time by Truth and Frankness," by Gordon Lathrop; a report of the progress being made in the Association's program of expansion, and a listing of the various committees appointed by Earl C. Anthony, of station KFI, president of the Association. A brief resume of the work done in behalf of radio by Admiral Bullard and the loss felt by the industry in his sudden passing was also featured. The NAB News will be issued regularly and will contain items of interest to broadcasting stations and to the radio industry in general. Cornelius N. Bliss was recently elected' a member of the board of directors of the Radio Corp. of America. Dulce-Cone Radio Talking Machine Speaker Get In On These RADIO PROFITS WITH radio almost universal, it's easy to include a Dulce-Tone in every talking machine sale — and you might as well get that extra profit. Or sell Dulce-Tone to former talking machine buyers. Dulce-Tone makes an ideal loud speaker of any phonograph, and it fits any make and any radio set. Simply set the talking machine needle in the Dulce-Tone reed, plug in, and you have the full volume, the beautiful clear tone that only Dulce-Tone and a talking machine can give. The General Industries Co. Dulce-Tone Division Formerly named The General Phonocraph Mfg. Co. Elyria, Ohio 8 0