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We were on the track of a good idea, one that eliminated the earlier negative approach and which put into its place one that was positive. Furthermore, one that would be acceptable to prospective clients. Our emphasis was 100 percent on good vision.
Fifty different radio commercials were worked out, and from then on, it was the survival of the fittest as far as the announcements were concerned. The entire series was tried on the air for a period of weeks, and the least effective were discarded. Finally there were 14 strong-selling and educational announcements that we felt would do the job.
Then, we had to tackle our second problem: what would be the best possible spots for our announcements? It stands to reason that people with poor vision would prefer to listen to radio news than to suffer the strain of reading tiny newsprint. Putting logic to the acid test, we placed the 14 proven commercials on KSAN, San Francisco, immediately before and after news programs for a six months' test period.
The pulling-power of those commercials on that local station amazed our entire organization. We went ahead on the green light! Without a doubt, the plan had been the right one for us. Now, we use radio exclusively, and radio has proved to be the most acceptable advertising medium we have ever tried. Radio is the only advertising medium which places no strain on the eyes of the customers and gives them comfort while they hear the sales message.
We feel that we have worked out an entirely new approach to the problem of advertising not only for ourselves but for optometrists in general. The idea itself is simple. It was the logical thing for us to do. Since people with poor vision will naturally spare themselves any unnecessary reading, radio is the natural and logical advertising medium for people in our business. Nothing could be more simple than that, yet actually, when it was first put into prac
FEBRUARY, 1942
Willard L. Gleeson, KPRO, shown above, designed and created Progressive Optical's radio advertising plan. The company now advertises exclusively by radio.
Inventive in more ways than one, radioman Gleeson was the youngest consulting member of Thomas A. Edison's Board of Inventors during the first World War. Another claim to fame: Oiuille Wright, one of the inventors of the airplane, taught him to handle the pilot's stick. Quick to master the intricacies of the now ancient crates, the pupil went on to become the youngest aviator in the nation.
tice, the idea was almost revolutionary. But, it worked.
Can you blame Progressive for being sold on radio advertising? We have tried other media during our 33 years in business, but radio has proved to be the lowest in cost and the most eftective in selling power of any medium known to our business.
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