Broadcasting (Apr - June 1950)

The Register For NATIONAL SHOES "NATIONAL Shoes ri-ing the bell!" For years that phrase, set to music, has been the radio theme of the 77-store National Shoe Co. chain in the New York area. But recently the firm invaded television and the theme proved as prophetic as it is lyrical. National Shoes rang the bell with a resonance that is still echoing in the steady peal of its cash registers. Emil Mogul, energetic president of Emil Mogul Co., agency for the shoe advertiser for whom these bells toll, hails the success as sustentation of her belief that tall results can be achieved on a small budget in television if the campaign is intelligently planned and con scientiously executed. The specific success to which Mr. Mogul refers saw a mail return of 8,000 post cards within a 48 hour period as a result of a straight commercial announcement over a local television station, WATV (TV) Newark. However the story of the coup is not that of a one-day wonder, but rather one of careful planning that led to this spectacular climax. Actually, the story began with a problem. National Shoes previously had been using radio and newspapers, measuring results strictly by the total of its sales slips. There were few abstractions in the picture. In contemplating television, the problem was whether the advertiser could use the new medium in the same way. In short — could television sell merchandise profitably for the comparatively small-budget advertiser? Together National Shoes and the Mogul agency set out to seek the answer. Their first task was to find the proper type of TV vehicle to carry their message. After much deliberation they decided on an hour-long program of western films once a week for a 13 week test on WATV. The reasons for their choice were several: The program had a readymade and loyal audience with an average Pulse rating of 10, a lot higher than many more expensive shows. It offered an opportunity to use both film and live commercials to exploit every facet of the medium's possibilities. Moreover, it delivered that audience on a budget of around $600 a week, including studio, rehearsal and talent costs. COMMERCIALS for National Shoe Stores' video program start in this story board conference at Emil Mogul Co. Agency executives who participate are (I to r) Max Sapan, television director; Jerome Sanders, art director; Milton Guttenplan, account executive; Myron Mahler, copy director; Emil Mogul, agency head; Helen Munroe, research and production director, and Bob Wanderman, assistant. TYPICAL scene from one of the film commercials for National Shoe Stores. The firm planned to use the opening and closing portions of the program for institutional commercials on film; and the minute spots during the program intermissions for live presentations of specific merchandise — shoes, hosiery and handbags. The problem of doing two effective, entertaining film commercials on a reasonable budget had to be solved. The agency's scripts called for a bag full of tricks including intricate stop-motion effects. The agency originally received estimates from producing studios for as high as $7,000 per film. However, it finally engaged its own technicians and turned out the two films for a total of $3,000. As for the intermission live spots, these commercials were kept simple and direct, concentrating on specific items of merchandise. For the first four weeks this format continued with encouraging results. The first general reactions were good. Each week, store managers reported a large number of specific requests for the TV items. The program maintained its high rating and despite competition on other channels, it reached number seven position among the 10 top multi-weekly shows. National Shoes felt quite sure it was on the right road in television and the agency was almost ready to chalk up a modest success. It was then that the bells, almost inadvertently, began pealing. The agency decided at that juncture to One of a Series BROADCASTING • Page 58