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One of America's Leading Merchandisers Tells How to Broadcast Style for Profit
For entertainment or news, you don't have one on your
rogram, you must have the
her. We chose news.
What's important enough
Dout men's wear to make
lews"? Every man wears clothes on
is back, has a healthy share
f vanity, will be interested in discussion about an article
rhich he wears daily and on
►hich he spends money an
ually. And this goes double
■>r that man's wife.
What's "news" about men's wear? Why,
le clothes themselves — the colors, the fab
cs, the romance behind the creation of a
:yle, and finally, the effect (described by ex
mples) that clothes can have in a man's
usiness and social life, if chosen wisely and
orn well. That is "news."
The final, most important question was: Vhat can radio do for us?
The answer to that question lies in a speech
made at a meeting of the National Associa
on of Retail Clothiers and Furnishers in Rochester in 1937.
"The clothing retailer must establish a eason for his existence . . . and this reason lust be based on a legitimate — and profitable
standard. Of all the factors entering into a lan's choice of clothing in the past decade two have become the most dominant . . . 'RICE and STYLE. These factors, or apeals, are by necessity, counter-active. You tust sacrifice part of one for the other.
"By building a reputation as a style leader,
clothing store builds a permanent basis for xistence, a basis, incidentally, that is growing lore potent each year as a greater and greatr number of discriminating men find clothes lade to meet a price entirely inadequate.
"The most progressive and pointed out tores in every community are invariably hose that stand for Style Leadership. Desnonds in Los Angeles, for example, the Naional in Rochester, Roos Bros, in San Franisco, B. R. Baker in Toledo. The old-type, ntiquated clothing retailers, whose only rea