Radio showmanship (Sept 1940-May 1941)

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Missouri-born agency executive A. Wesley Newby stepped into the merchandising field via the Chicago Herald-Examiner advertising department, combined with associates Herbert Peron and Eugene Flitcraft four years ago. XPljfF now handles such big time accounts as Associated Grocery Industry Council, Distillers Philip Blum fcf Co., Winston Tobacco Company, Bismarck Brewery, and many others. Big, enthusiastic, keenminded adman Newby celebrated his sixth wedding anniversary just last month, ouns a buff-coated cocker spaniel called Taffy, plays golf in the plus eighties. Although he boasts of no hobby of his own, Xewby collects post-mark cancellations on behalf of a friend, enjoys the collecting as much as the complete hobby. For next month's issue, he is preparing an unusual radio promotion story concerning Chicago's independent grocers. The results of this radio campaign proved a greater business stimulator than any others which this aggressive firm has used in the past. The spots still continue with gratifying results. Quality Laundry's advertising appropriation is $25,000 per year, which is composed of $4,200 for billboards. $10,000 for newspapers. $7,500 for radio and $3,300 for direct mail and miscellaneous. In conjunction with radio, three inch advertisements were used in the Daily Xews and Tribune (Women's page) and Times (R.O.P.). Contrary to average laundry advertising in Chicago which usually appears once a week, these advertisements were scheduled three times weekly in each paper. The copy and layout were styled entirely dif ferently from any other laundry advertiser's. Jack and Gordon Gibbons, owners of the "Q" laundry, are keenly responsive to new ideas. They like to chart new ways of presenting their services to the public, whether it is radio, newspapers, direct mail or outdoor. Working for clients like these makes the advertising agency's problem much simpler and its task becomes a real pleasure. There is no doubt that radio can do a good job for a laundry. But the laundry owner must not get the idea that "going on the air" is as simple as going out for a walk. A great deal of preparation and planning is essential, and if that has been conscientiously done, the reward should be fairly certain. wash your JANUARY, 1941 11