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A Credit Clothing Story of Henry J. Kaufman Ad
Show me the advertiser who doesn't say, "Give me something different, and mister, you've got an Angel!"
Five years ago, maybe longer, a well-known credit store in Washington called us in to "take over," but with the stipulation that they wanted something different!
After thumbing through the usual idea files, which had been used over and over again, I finally got the revolutionary idea of building a full hour Sunday morning variety show. "The idea is preposterous; it's too expensive! Nobody listens on Sunday morning. What can you give to make them listen and still keep the cost of talent down?" raved the client!
Well, I started from the beginning! Sunday morning was selected for several reasons: First, because from 10:30 to 11 :30 in the morning, our only competition was church services. Secondly, because there must be some kind of audience that wants to hear popular music, news,
by JEFFREY A. ABEL, Agency, Washington, D.C.
get in on a contest, hear birthday and anniversary announcements on Sunday mornmg.
How^ about the cost? Well, Sunday morning rates are usually lower than Sunday afternoon. Furthermore, I could obtain a master of ceremonies who was well-known the other six days of the week on a popular WOL Musical Clock program. He could play the piano, the Hammond organ, and really punch out a commercial. So, there was my answer!
Client Number One held the show for three years, and then because of a manufacturer's discontinuance of an allowance, dropped the show.
Here is where my story for the Regal Clothing Co. really begins!
Pat Regal, a well-known figure in local amateur sports and president (the youngest, incidentally) of one of Washington's leading credit clothing companies, was offered the show. He bought it and still has it after 72
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RADIO SHOWMANSHIP