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No. 4 in a Series on
HOW TO GET THE MOST FOR YOUR RADIO DOLLAR
Modesty Overboard
By Tod Williams
THUS far in your advertising career, you have doubtless been conservative. You may have made up your mind to do the same thing on the commercials of your new radio program.
Fine! But abandon that precept when it comes to teUing the great big listening world about your show.
The master-minds of the advertising fraternity call what I'm going to talk about merchandising. I've another term for the same thing. I say: Your radio advertising is only as effective as you advertise it.
Now before I start expounding on this subject, let me make it very plain that the advertising of your advertising that I am recommending should be low in cost.
We will assume that you are now ready to burst forth to the world with your radio show. After due deliberation with radio station representatives, radio talent and the bank account, you're about to start telling the public audibly of your wares.
You know that your Whosis program will be titilating the station antennae at a certain hour. You are going to crouch over your office radio and catch every note of music; every inflection of the announcer. So is your wife and Aunt Gertrude.
But, to put it brutally, you and yours are among the select few who do know about the Whosis program. Or even care.
Sounds awful, doesn't it? But all is not lost. Carry on.
You have developed a program that you believe will please the listener. Therefore, it's up to you to tell the public of it, and once you've caught their ear, brother, they're yours!
The means of catching the fancy are virtually unlimited. Nevertheless, in spite of your previous conservatism, this is a time for the abandonment of reticence. Be as brassy as a three-piece orchestra in a dance hall when cutting loose about your program.
If you are in the habit of running frequent newspaper insertions, prepare and consiste72tly use a small slug: "Enjoy the Whosis Program . . . (time) . . . (station) ." If your customary space is small, a single line will suffice. If you've more space to play with, be la\'ish in extolling the merits of your program.
FEBRUARY, 1942 53