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MODERN CINDERELLA STORY
FICTION writers put their main characters through almost insuniiouniablc odds, carry them through hundreds of pages to have them, in ilic end, live happily ever after. Not unlike the writer's stock-in-trade is the relationship between radio and the department store.
Many stores have purchased broadcast time haphazardly to round out an advertising program. Many stations have sold any kind of a program for the sake of getting a store on the air. But the fact remains, that radio, properly administered, does sell goods, stimulate store traffic, create good will and extend a store's trading area. Today, innumerable department stores are using radio for these purposes with marked success, and there are stations without number who are doing an intelligent selling and servicing job in the department store field.
National advertisers know from experience that radio moves merchandise, and they continue to use it as an essential part of their advertising for drugs, cosmetics, clothing, to cite a few examples. And these are the very same products that department stores promote!
Why then, does the department store tend to give radio the cold shoulder? To the extent that the merchandiser is at fault, it is this: radio is an unfamiliar meditnii to most executives, and they haven't taken the trouble to get acquainted with it. They have closed their eyes to the fact that broadcast advertising techniques differ from those used in other media. They haven't genuinely got behind their radio activities. And to an important degree, the success of a radio campaign pivots upon the amount of internal support it gets. Radio has been the stepchild, when it should have been taken seriously.
But radio, too, must assiune its fidl share of the burden if the story is to have its logically happy ending. Radio representatives, in their natural enthusiasm, have not always made their presentations to the store intelligently. They have overlooked the fact that each community and each store has its own set of problems. They haven't accepted the fact that there arc problems peculiar to department store publicity and merchandising not found in other organizations.
But a satisfactory basis for mutual understanding can be achieved. Then, and only then, will radio get the fair trial that it deserves.
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DECEMBER, 1942 ^5