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USALLES PRESENTS A THRiLLING RftDIO SERIES BaSED ON EYEWITNESS REPORTS OF ASSOCiaiED PRESS CORRESPONDENTS
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There's an old saying that whatever is worth doing at all is worth doing well. The Lasalle and Koch Co., Toledo, O., department store applies this principle. It sponsors six 15-minute programs across the board each morning for its Basement Store, and a mid-morning weekly Sewing School of the Air. Recently, it inaugurated its eighth weekly WSPD program.
Some of its programs are designed to sell merchandise, and Lasalle and Koch goes farther than that. In its selling shows it sells merchandise for specific departments. But its new program had another purpose. Its civic minded officials believe that a store of its size has a community responsibility. Its new program was to do an institutional job.
Wise in the ways of radio, Lasalle and Koch did not just buy a show, let it go at that. Once committed to the transcribed series, Eye Witness News, every merchandising effort was put behind it. What was worth doing at all, was worth doing well! Here was a program based on eye witness stories turned in by Associated Press reporters. Here for the first time in the history of the world, which is largely a history of wars, was a transcribed document with every word authenticated from factual Associated Press files.
Twenty-five hundred Associated Press correspondents who eye-witness our boys at the front send the material for these programs. When U. S. bombers over Midway drove off the Japs with relentless fire, AP eye-witnessed this heroic achievement which is authentically dramatized in the first program.
While the public is hungry for word from the men who have actually seen our boys at the front, Lasalle and Koch had the problem of not only acquainting the public with its new show, but also it had to create enthusiasm among its own personnel if the show were to be a success.
The printed-page end of the merchandising job was taken care of through newspaper advertising and publicity. Customarily, the company uses full-page spreads in the daily newspapers. On the Sunday the program was inaugurated, and on the preceding Thursday and Friday, an eight-column banner was spread across the top of the lead advertisement. Spotted throughout the paper were four-inch ads. Splashy banners also appeared across the advertisements in the Toledo Shop
410 RADIO SHOWMANSHIP