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\ertisiiig, it is necessary lo use items ol promotional consequence when merchandising the show; each item must be backed with sufficient stock, and have adequate unit sale value to pay its oxuri 10 ay.
It has been said that while department stores, and perhaps other accounts, may find the merchandise-information show a profitable vehicle, such a show would harm radio immeasurably by silencing its pristine objective of dispensing art, culture and education.
This is tommyrot, and is diametrically opposed to facts in regard to average interests of average Americans.
I doubt very much if the average newspaper reader is very different from the average radio listener, and newspaper readership studies do not point up the popularity of book review sections, editorials, art and music criticism, or educational features. They do, incidentally, point up emphatically the tremendous general reader interest in department store display advertising, and in homey columns devoted to merchandise under one head or another.
As for radio itself, if I am not badly mistaken, program popularity polls fail to blow a horn for the arts of the cultured world, but indicate, rather, a humbler taste hardly compatible to any measure of the Muses' stature.
Furthermore, it is hardly likely that the merchandise-information show will ever dominate the radio picture, because this type of program will not satisfy the needs or desires of most sponsors, although it does solve in part the problem of the department store. What radio puts on the air will not be decided by the desires, whims or fancies of radio people or sponsors, but by the desires of the radio audience.
Most Americans are interested in merchandise and in the story behind it. This story can be converted into good entertainment, and in the consumer sense, excellent educational material. It stands that both radio and the retail trade can profit by offering the merchandise story in acceptable form, and both will do well to investigate it.
m i
Salesman in the Home foi Writes Charlottesville, Va.
FRANKLY, the power of radio amazes me more with each succeeding day. We at Leggett's Department Store feel that no retailer can afford to overlook this medium. That it is flexible, effective and pleasant to deal with is another of its assets that has completely sold us on radio, and we must admit that the cost has been very little. Here in Charlottesville, Va., we have been faithful
Better known to his friends as Joe is Joseph ^^^ i^i^ C Harrison Wim
fiP ^^--^•; bish, shown
above, a bred-int he-bone Virginian who left his native state, but not for long. After ten years as buyer for a chain of New York department stores his steps turned homeward. Merchandiser Wimbish joined the Leggett organization as store manager in 1934. Tribute to his fine hand were the successful merchandising records of the Leggett stores in Danville and Portsmouth, Va. Four years later he decided that Charlottesville, Va., was the place to live. Suiting action to word, he leased the building, opened a new business for Leggett's. While ideaman Wimbish likes work better than play, he does collect India?! Head pennies and old stamps.
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RADIO S H OWM ANSH I P