We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
s
he Squire on the Square
Merchants Find Cooperative Radio Effort a Business Stimulant Says Garry Bub, Radio Director of the StewartJordan Agency
Tjadio, like any other advertising mediXw 1^11^^. must be used intelligently to be successful. This is particularly true in the field of department store publicity and merchandising where problems peculiar to that field of business enterprise have confused the issue for a great number of people.
Perhaps there is no field where the diversity in types of programs used is greater. In part, this is true because in no two communities are identical problems encountered. But regardless of hoic radio is used for department store merchandising, the technique of broadcast advertising must be given as much thought as that given to other media. Aim, approach, and appeal must be developed not from the point of \iew of advertising^ in g^eneraL biu from the standpoint of radio advertising in particular.
Here in Philadelphia we have applied these principles to a cooperative effort with \ery successful results.
Just across City Line from Philadelphia is what is considered the smartest shopping section on Philadelphia's farfamed Main Line: Suburban Square in Ardmore, Pa. The shops range in size from a nine-floor branch of a Philadel
phia department store to tiny gift shops and tobacconists. Most of the stores have done individual advertising in the past, and there have been a few sporadic cooperati^e efforts. This year, for the first time, Suburban Square tinned to radio and \\ TIL in a real cooperative effort to bring customers to its nucleus of shops.
As in all cooperative efforts, the agency's immediate major problem was to try to develop a program that would bring proportionate returns to the large and small units in the group, and to allocate the costs equitably. We considered many formulas before we finally created and presented the one which we are now using.
We needed a progiam which would bring people to Suburban Square, so we wanted to have our broadcast originate there. We needed merchandising tie-ins to demonstrate the effectiveness of the advertising so we decided on audience participation. In cooperation with the \\FIL staff we created the Squire of Suburban Square.
Each Monday e^ening at 9:30 P.M. in the Suburban Theatre within the Square, the Squire conducts a half-hoiuquiz show in which everyone in the audience may participate. The bulk of the
© ^<
FEBRUARY, 1942
55