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1626 K STREET, N. W.
WASHINGTON, D. C.
Vol. 10, No. 43, October 30, 1942
RETAIL PROMOTION CAMPAIGN LAUNCHED
After six months of preliminary but exhaustive research, the Retail Promotion Com¬ mittee of the National Association of Broadcasters, of which Paul W. Morency of WTICHartford, Conn., is chairman, has instituted an industry-wide campaign to finance the preparation of a study that will analyze the present-day and probable future problems of department stores, and other retail establishments, in relation to the opportunity that broadcasting offers to the amelioration of those problems.
Preliminary to the exploration of this problem by the broadcasters the assistance and cooperation of the Sales Promotion Division of the National Retail Dry Goods Associa¬ tion was enlisted. This organization made a nationwide survey of the use of radio by retailers and the results of their experience.
The research, analysis and presentation will be developed by Sheldon R. Coons, gen¬ eral business counsel of New York City, who was formerly vice president and merchandise manager of Gimbel Bros., Inc., and for ten years executive vice president of Lord & Thomas, with the assistance of outstanding leaders in the various fields that have a bearing on the subject. Mr. Coons, under the direction of the committee, has conducted the preliminary research and study since his retention as counsel early in July.
The proposed plan contemplates investigation of every factor which appears likely to influence retailing during the stresses and strains of this period of wartime priorities, rationing and restrictions.
The investigation will also include an analysis of some of the factors that are likely to influence the trend and character of retailing after the war is won.
The keynote of the various plans and clinics, conducted by the Office of Price Ad¬ ministration in conjunction with leading representatives of retailers, has been the urgent need to reduce the costs of retail distribution to enable retailers to survive under price ceilings. This thesis is the keynote of the presentation to be prepared by Mr. Coons. In many fields of distribution, broadcast advertising, well and wisely used, has enabled manu¬ facturers and distributors to lower the costs of distribution. In pursuit of that goal, the presentation will include a complete and factual study of the use of broadcasting adver
( Continued on page 618) October 30, 1942 — 617