Radio Broadcast (May 1929-Apr 1930)

RADIO BROADCAST beautiful relief against the black background of the sky and has caused unstinted admiration throughout London. This application of neon light to the Coliseum is typical of the various uses of neon. It may be used on buildings of unique architecture to serve as a border for the windows, doorways, or even the entire building. It takes no stretch of the imagination to visualize the beautiful effects which may be created in this way. Neon tubes do not have in them any wires of any kind. There is merely an electrode extending into the tube from each end for about two inches. The tube is filled with neon gas and when an electric current is passed into the tube, the gas conducts the electricity, giving off a color of a predetermined hue. Different colored lights — yellow, green, blue, tan, and violet — are obtained by the addition of certain gases or the use of glass tubes of special composition. particular store, and ascertain whether or not an electric sign influenced him in any way. "By George, you're right," he replied almost before I had finished. " I went out to buy some flowers the other day to send to a friend of mine who is in the hospital. I looked around for a sign, subconsciously. I now realize I saw one erected over a florist's place of business, and went there to buy those flowers." And so it is. Consciously or subconsciously, in the prospect's mind, an electrical advertising display sign plays an important part in determining for the prospect where he will buy. It reminds him of his needs and wants while he is on the buying path. During the day, your sign's distinctive lettering, background, and design stand out in sharp contrast to the surroundings, compelling attention and action and bring people DATA ON A TYPICAL SMALL SIZE DOUBLE-FACED DEALER'S SIGN COST OF VARIOUS TYPES (1) Radio in 12-inch Neon letters and company name in 4inch Silveray letters. Price: $290. (2) All reading matter in Silveray letters. Price: $200. (3) Radio in lamp illuminated letters and company name in Silveray letters. Price: $235. OPERATING COSTS (1) Initial installation all types $18.00 (2) Cost of current. Sign No. 1 $4.95 per month Sign No. 2 $9.90 per month Sign No. 3 $ 1 4.88 per month (See column on left) (3) Replacement Neon tubes $7.50 per letter. Average life 5000 to 12,000 hours. Neon signs or ornamental writing are effective twenty-four hours a day. They may be illuminated with almost equal effect both day and night, regardless of climatic conditions. Sunshine has little effect on their brilliancy or legibility. "But," you ask, "will a neon electrical advertising display sign help my business? Will it pay?" And those are fair questions. In answer, it is interesting to observe that there are over a quarter of a million electric display signs burning every night in this country, and that millions of dollars are spent each year by progressive merchants and manufacturers on electrical advertising display signs. Hard-headed business men who insist that proof of forthcoming results be given with each item calling for an appropriation in the annual budget seem to agree that electrical advertising does pay. Proof of Signs Value An interesting example of the effectiveness of electrical advertising came to my attention only a few days ago. I was talking to one of my business associates, when he asked me, "How can you prove, without a doubt, that electrical advertising pays? Of course, you can tell me that millions of dollars are invested annually in electrical advertising and that an electric sign guides people into the store over which it is erected, but how can you prove that those people who go into a store having an electric sign would not go into that same store were there no sign erected there?" In reply, I asked him to see whether or not he could answer that question for himself — to prove from his own experiences, that electrical advertising does pay. To help him along, I asked him to think back over his purchases during the last few days, determine what prompted him to buy in this or that into your store to buy. At night it blazes your message to passers-by and tells them who you are, where you are, and what you sell. In addition, week after week, month after month, people see your sign and become more and more conscious of your store and what it sells. Then, when they are in need of a radio, your sign's message comes to mind and their wants are satisfied at your place of business. Tying in on Advertising A point quite often overlooked by many radio retailers is that the electric sign enables them to cash in on local or national advertising done by radio manufacturers. It is the connecting link between local or national advertising and the retailer's place of business. Magazine, newspaper, car-card, and billboard advertising create in people the desire to buy, whereas electrical advertising tells them exactly where to buy the article they want. The value of electrical advertising to the retailer under these circumstances becomes at once apparent. Thousands of dollars are spent annually by radio manufacturers to advertise their product — to create in people the desire to buy the particular radio they manufacture. People read these advertisements, decide to purchase the radio advertised, and start out on the buying path. The retailer, having a sign erected over his place of business, indicating that the radio which that person is looking for may be found there, is the one who makes the sale. Many manufacturers, realizing the value of electrical advertising as a medium which enables them to enjoy greater returns on their national advertising, go to retailers with a proposition like this: 196 • • AUGUST 1 929 •