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.
By Air
lies: $7DD in One Week Paint Store, Greensboro
During the past summer, for about six weeks, our spot announcement campaign featured Rogers Machine Made OutsmE House Paint. Sales for that product were upped 25 percent over the same period in the previous year!
Radio is also an excellent way to bring in new customers to a store. For one week, we featured a 29c can of rapid drying enamel at 12c, and we sold five or six times more than the usual amount. Most of the sales were to new customers brought in by radio.
On another occasion, the store advertised by radio that it was giving away 500 samples of Soilax cleaner. It has averaged ten times more sales in that product than before the campaign.
These specials have been only one phase of our radio advertising. Our most remarkable results are from plain, straight 100 word spot announcements. It is this type of advertising that has sold us on radio for keeps.
In 1939 the store underwent a fire that practically destroyed it, and made it impossible to operate at the same location. When we moved to temporary headquarters, customers were immediately notified by radio of the new location. Business continued as usual until the damaged rooms could be remodeled.
No t out of the draft age by a long sight is youthful Joseph Pershing Mitchell, shown above. He gets a kick out of life, and more particularly a kick out of laughing. That
laugh can be heard a block away, and it's well known that it has drawn more than one customer to the Rogers Paint Store.
Sociable as a country lawyer, he'd spend most of his time visiting around if the store weren't doing such a healthy business as to take up most of his time. He says that sports are his hobbies, but that's not the way his customers tell it. They say his hobby is drinking chocolate milkshakes, and Choc is a nickname he can't dislodge.
When the public was notified of our shift back to the old location, radio did so complete a job that business barely suffered a drop during this entire period of rehabilitation.
Today, the store has a personnel of eight full time employees. It utilizes some 8,000 square feet of showroom and warehouse space, and we rely almost entirely on our WBIG advertising to draw customers in from Greensboro and neighboring towns.
^^\""/(//i
ARCH, 1942
85