Broadcasting Telecasting (Jul-Sep 1953)

• Five keys to better TV news shows. Page 94. • Monopoly programming: New challenge to research? Page 98. • A TV merchandising plan that pays off 10 to 1. Page 100. • Big budget days aren't over in radio. Page 100. A television success story: SALES JUMP 66% FROM TV CAMPAIGN NEW York's Yankee Stadium recently rocked to the organized ■ cheers of 200 hotly partisan Chicago White Sox fans, visiting Manhattan on the annual "Go, Go Sox Tour" sponsored by Mages sports stores in Chicago. This yearly event is put on by an organization which earnestly believes every member of the family should be a "good sport" and that television is one of the surest ways of encouraging sports participation, not to mention sales of goods. Oddly enough, Mages Stores for Sport concentrates more on late evening films than actual sports events to put across its message. It has, however, sponsored such events in the past. Mages has used ; TV for the past two years, with phenomenal results, and currently sets aside perhaps 80% of an estimated $300,000 advertising • budget for mostly TV and some radio — over $200,000 for television. Not only have its gross sales jumped from $3 million to $5 million in that span, but the organization has opened three new stores in various parts of Chicago to accommodate new customers. Mages now has seven stores in the city — and apparently hasn't stopped . expanding yet. ' Mages had a change of heart some months ago on the type of (^""Ijiaudience it wanted to reach. As Morrie Mages, advertising and 'promotion manager, explains it: "We have spent a lot of money on institutional advertising to get consumer acceptance. We used a sports program on radio for a while and found that we were . reaching sports fans. Then we decided to reach out for the whole family in an attempt to interest each one in active sports partici: pation. We started using television." That's when Mages turned to film presentations. It now sponsors the Mages Playhouse each Monday and Thursday on WGN-TV, a station with which it has done business almost exclusively the ■ j past two years. The commercials are handled by Jack Brickhouse, |WGN-TV's sportscaster, and Morrie Mages, himself, j What makes Mages a go-getter in the sportsware field is probjably the fact that it is owned by four brothers — Irving, Morrie, -iN'C ^IBroadcasting • Telecasting Sam and Ben — who think pretty much alike. Without teamwork and each handling certain functions, the firm probably would not be a going concern, they acknowledge freely. Irving is president and Sam is merchandise manager of the firm. It takes the full efforts of each brother, Irving admits, to keep the firm "on the alert" in the face of competition. He adds: "Television is costly but has played a large effect from the standpoint of diminishing costs. It is a good but expensive medium of advertising. It places a terrific burden on advertisers." Irving looks to the day when television will expand, with more stations on the air, and perhaps stores like his will share the costs of TV. He noted that even large advertisers are hard-pressed to remain in TV. Nor is radio forgotten by the Mages brothers. The firm orders periodic spot schedules to herald the opening of new stores. Says Irving Mages: "Radio definitely has its place." Television announcements also have been purchased. The annual baseball trip to New York is only one of the promotion highlights offered by Mages. The organization has promoted sports in general through "Miss Bowling" contests, another contest in which a Cubs and White Sox fan received a free trip to watch their heroes in spring training and other gimmicks. It also makes frequent use of the services of golf, bowling and other sports experts to familiarize customers with goods. Additionally, Mages has sponsored, from time to time, roller derby exhibitions and soccer matches, as well as other sporting events. Last year the "Go Go Sox Tour" to New York accommodated 100 people with all expenses paid. Mages also has been active in numerous civic and community enterprises in the public interest. Working closely with the Mages brothers is Art Holland, account executive of Malcolm-Howard advertising agency. In fact, it was Mr. Holland who conceived the "moment of madness" as a permanent feature of the Monday evening Playhouse. Sport items and accessories are offered to viewers at fantastically low prices, "The giveaway" gimmick has been amazingly successful. When the feature was first announced. Mages ordered 3,700 dozen golf balls and reported them all sold by noon the next day. They estimated that they could have disposed of 10,000 dozen if they had ordered them. August 17, 1953 Page 93