U. S. Radio (Jan-Dec 1960)

grosset & dunlap al impact of the network show, and to take advantage of the strong audience appeal of Don McNeill, Mr. Shapiro states. "After the campaign was set," Mr. Shapiro continues, "it became the task of our 40-man sales force to sell ihc 10.000 to 15,000 retail accounts handling the Grosset & Dunlap line on the merits of this brand new approach to book proinotion. In addition, our salesmen had lo (onvince and educate these retailers on the use of local radio efforts so that they could get the greatest benefit from the network participation." In order to achieve this aim. each salesman was furnished with a portal)le record player on which he |)laycd a special recording by Don McNeill explaining the various aspects of the program. Special forms were prepared by Grosset &: Dunlap, Mr. Shapiro says, which made it a simple matter for a book dealer, with no pre\ ious experience in buying local radio, to conlraci lor a local schedule. Local Tie-Ins Included in the material siipj)liecl to the bcjcjk dealer were open-end transcriptions ol a sales message delivered bv Don McNeill. Mr. Shapiro says that as a result of this campaign, hundreds of booksellers had their first contact with radio advertising. An indication of the effectiveness of /^jl, u, to «ho« y""* ***• fi„,bo<*.to9«y~ the new radio-oriented approach is seen in a letter which a station owner in upstate New York wrote. He said, "I have vet to see a better, more effective follow-through than that done by G. &: D. (irosset is: Dunlap's tie-in w^as a pre-sold job, and in our case, the book department of oiubiggest department store contacted us because they wanted the complete package. The same was true of other G & D dealers in our area." The 1960 network and local radio effort for Grosset & Dunlap Avill be launched October 20, Mr. Friend savs. In addition to the increase in the amoiuit of air time purchased, a lew other changes have been planned. One of the highlights ol the cam])aign will be a college scholarship contest. Mr. Friend states that the sound mediimi will be given the major job of promoting the contest. This emphasis on radio can be seen in a mailing piece sent to Grosset & Dunlap dealers explaining the aims and mechanics of the contest. Pan ol the copy reads: "Grosset &: Dunlap will make no national consumer mailing of entry blanks. In cjrder to enter the contest, parents must pick up the entry blanks at your store. Don McNeill's network radio showbrings the customers into yoiu" store, ^'our own local sjjot ainiouncements brings them into your store. . . ." "Each salesman," Mr. Friend explains, "has been supplied with the necessary material to conduct s])ecial DON McNeill of Rodioft Fomout *Br«akfa(t Club'xiyi: MIJU|#A Fully F^id4Jp rr##W COLLEGE rOR YOUR CHILD SCHOLARSHIP OUR < ■ 2) you would lilf va^ c4>rld to own on* ^ fhM# f>M onossrr k dkjhlap »ook( for b^ttm^r'^ {3^^«n|s Prizes! •"•t rpytm -n... ,^ G & D book dealers will receive this table-top display giving the details of the I960 college scholarship contest which is being promoted on radio. The network campaign will be supported by local dealer radio efforts throughout the country. sales breakfasts for dealers outlining the contest. Included in this material are recordings by Don McNeill; Tom Maher, sales manager of Grosset &: Dunlap; Mr. Siwek and myself. Each retailer ])articipating in the promotion will get a large table-top display Avhich tells about the contest and holds a pad of entry blanks. A large picture of Don McNeill is the dominant illustration on the display." Another basic change in the publisher's radio plans for this year is the method in which the connnercials will be delivered. Last year, all the sales messages were given by Don McNeill, both on the network and ij the local spots with open-end ETs. | For this pre-holiday sales effort, the announcements will have lead-ins by Mr. McNeill, but the actual selling message will be delivered by a Grosset R: Dunlap salesman, Mr. Friend points out. Copy Approach Here is how a typical network announc cmc'ut will be handled: McNeill : say, Mom, do you know that your child can win a college education absolutely free? That's right. Our friends at Grosset & Dunlap, who publish those wonderful books for boys and girls, are offering scholarships to college as prizes in an exciting contest. And the 50 runners up will receive 30-volunie libraries of Grosset & Dunlap books. Here's Mr. from Grosset & Dunlap to tell you more about it. SALESMAN: Thanks, Don. My name is and I represent Grosset & Dunlap, publishers of fine books for children for half a century. Because an educated America is a strong America, we are giving fully paid-up scholarship policies to insure the college education of the boy and the girl who win our contest. It's easy to enter, and you don't have to buy anything. Just see your favorite bookseller for a contest entry blank. And while you're there, be sure to see the display of brand new 30 U. S. RADIO • October 1960