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Grosset & Dunlap books for children of all ages— especially the one called-(book title inserted here with price)
The publisher will be featuring nine different book titles during this year's promotion, and the messages will be rotated regularly. Book dealers will be furnished with scripts for one-minute spot anouncements. Here again, Mr. Friend says, the copy emphasis will be on the scholarship contest. "Both the client and the agency are convinced that radio will be the most effective medium to put this promotion across."
An informal approach is used in the local scripts, as can be observed in the following excerpt:
ANNCR. : Say, mothers, have you entered your children in the college scholarship contest at (store name)? There's nothing to buy and entry blanks are free. The lucky boy and girl who win this contest will have their college education paid for by Grosset & Dun
lap, the famous publishers of children's books. We don't have to tell you mothers that a college education is more important than ever today. That's why (store name) is proud to give the boys and girls of (town) a chance to win the fully paid-up college education policies that Grosset & Dunlap is offering as prizes.
Be sure to pick up a free entry blank at (store name) today. And while you're there, look over (store name's) exciting Grosset & Dunlap Christmas books for children. For instance, (book title inserted here with prices) .
Reasons for Optimism
On the eve of its second campaign on radio, Mr. Shapiro expresses confidence that the medium will surpass the job that it did last year. "One of the reasons for this optimism," the G &: D advertisirg director says, "is
the luct that we expect lo have less dealer resistance both to the idea of nclwork radio and to their own local spot efforts. You nnist remember, as far as we can determine we were the first publishing house to use radio on a national basis to sell books in l)()ok stores. Although most of the dealers were aware that radio was helping other retailers down the street sell bread, toasters, cars, among others, they had to adjust their thinking to making use of radio to luring customers into their stores.
"The best way to convince any liusinessman of the value of a new approach to promotion," Mr. Shapiro continues, "is to show him that it brings in added business. Book dealers all over the coimtry know that the Grosset &: Dimlap line of juvenile and children's bcjoks sold better than ever dining and after last year's initial radio promotion. From the number of dealers who have already contacted us in order to participate in this year's radio project, we believe that they agree with Grosset & Diuilap that the medium can and does do a very effective job of selling." • • •
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U. S. RADIO
October 1960
31