Radio Broadcast (May 1929-Apr 1930)

z "Mr. Retailer, you agree to handle our radio for a certain number of years and we will pay part of the purchase price of an electric sign to be erected over your place of business. You may suggest the reading matter for the body of the sign. All that we ask is that you include on the sign the trade name of our radio." Because painted signs peel in hot weather and need repainting at least once every six months to keep them attractive in appearance, users of electrical advertising display signs are turning more and more each day to the vitreous-enameled iron sign. This type of sign needs only an occasional washing with soap and water to keep it always as new in appearance as it is on the day it leaves the factory; it does not fade or peel in hot weather; it is impervious to heat, cold, rain, and snow, and it never requires repainting of its faces. It is manufactured by all reputable sign manufacturers and is invariably recommended by them because of its outstanding advantages over the painted type of sign. The purchase price of a vitreous-enameled iron sign is slightly greater than that of a painted sign, but, when the cost of repainting a painted sign every six months is added to a painted sign's original cost, the vitreous-enameled iron sign is found to be cheaper in price in the long run. In addition, it is more attractive and, when properly designed and erected, adds considerable attractiveness to the building on which it is erected and to the district in which it appears. Two Types of Signs And now for the question, " What should an electric sign say?" The answer is that the sign should say, in effect, either "buy me," "buy here," or both. A "buy me" sign has on it words such as radio, drugs, or hardware. It tells prospects what they can buy in the store it advertises. It is specific. A "buy here" sign has on it the name of a company, a trade name, or a trade mark. It, too, tells prospects what they can buy in a store, but does it by carrying a name which, in the prospect's mind, is associated with specific merchandise. It is not specific. A sign which is specific — which has on it the name of merchandise being sold in a particular store — is usually more effective than a sign that carries only a company name or trade mark. Of course, if a company name or trade mark is so well known that it is instantly associated in the prospect's mind with a specific product, then it is just as effective as a "buy me" sign. X If the size of the sign permits, it is well to show on it both the type of product which may be bought in the store it advertises and the name of the company. If in doubt as to which type of sign to choose, it is best to purchase a " buy me" sign. A neon sign costs slightly more than an incandescent lamp sisrn of the same size, but its current consumption is approximately one third that of the incandescent sign. Cost of Electric Signs Information of a definite character regarding the cost of the various types of illuminated signs may be of interest. In this connection a typical double-faced dealer's sign 2\ by 5 feet will be considered as an example. Assuming that the word "RADIO" is to be in 12" Neon letters and the words JOHN JONES CO. in 4" Silveray (raised white glass) letters, and that the sign is to read the same on both sides, the cost would be $290.00. Should all of the reading matter be in Silveray letters, the cost would be $200.00. Should the word "RADIO" consist of lamps on the outside of the sign and the words JOHN JONES CO. be in 4" Silveray letters, the cost would be $235.00. In each case the installation cost would be approximately $18.00 and the body of the sign would be made of vitreous-enameled iron. The cost for electricity where the word "RADIO" consists of lamps on the outside of the sign, would be approximately $14.88 per month, while the cost for electricity, should all of the reading matter be in Silveray, would be approximately $9.90 per month. In the case of the word "RADIO" being in Neon and the words JOHN JONES CO. being in Silveray, the cost for electricity would be approximately $4.95 per month. The above estimates are, of course, for average conditions. It is obvious, therefore, that although a Neon sign costs slightly more than the other types of signs, the difference in cost of current quickly makes up for the difference, at which time the increased value of the Neon sign continues to manifest itself. The cost of upkeep in the case of Neon means only those costs that are necessary to have the signs washed occasionally with plain soap and water. The tubes burn anywhere from 5000 to 12,000 hours and may be replaced, in this instance, at a cost of about $7.50 per letter. The electric lamps in the sign undergo "casualties" no more than the ordinary lamp in your home. Vitreous-enameled iron signs never require repainting, therefore the upkeep is confined merely to keeping the sign clean, a cleansing process being necessary not more often than once every three months. RADIO BROADCAST • AUGUST 1 929 • • 197