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• Just as its store window displays promote the fashion note, so does The B 8C M radio program stress styles, trends, and merchandising tips.
This five-minute daily fashion bulletin has the advantage of more than a direct selling medium, for it is a program of general fashion interest. Buyers request certain days for promoting certain merchandise, and the days these items are aired they are given prominence in departmental or window displays to tie-in The B & M with its B & M Messenger program.
The B & M daily radio program is presented at 9:30 A.M. over AV^MBD, with AVMBD's women's program director Murray Knight preparing the continuity and presenting the show. The program has the advantage of the morning hour, a time when women still can plan to go shopping, yet it is after the time the children get off to school and the rest of the family members off to business. AVhile The B & M began to advertise over AVMBD in 1931, its fashion type of advertising has been on the air continuously since the fall of 1935.
Although a special department or definite selling items are used each day, occasionally a store-wide sale is featured. At such time. The B & M Messenger dramatizes a shopping expedition from floor to floor, highlighting the important sales items. On holidays, appropriate continuity is used to carry the store through the occasion, and at these times, no selling copy is used. A city-wide sale of A\ ar Bonds, or other patriotic community enterprises also have a part in this program.
In the day-to-day continuity, the technique is simply the dramatization of merchandise information in a way that appeals to the average woman, and the
pointing-up of essential and unusual merchandise detail. And it is all accoin plished without benefit of recordings, miscellaneous sound effects, or other flotsam and jetsam which often encumber shows of this type.
AVe feel that in radio, there is an unexcelled vehicle lor dramatizing the story behind merchandise. Miss Knight can be as personal, as delightfidly intimate as any girl over a luncheon table: "My dear, pull up close and get an earful of this!" And her audiences love it!
How fashion notes and direct selling
President of The Bh-M Store, Peoria, III., since 1938 is Fred E. Bloom, shown above. Fluent in his praise oj what radio adx'ertising has done for his o r ganization, m ere handiser Bloom personally approves the allotting of air space to the various departments each week.
Owned and completely operated by the Bloom family since its inception, The B 6 M has been known as a quality store throughout its 33 years of sei'vice to Peorians and Central Illinois residents. B er M has always been located at its present site in the heart of the Peoria sJiopping area, has outfitted several generations of families in its departments. Not a department store, but a complete apparel store for men, women and children, it Jias three full floors of such merchandise. Modern irnprovements keep the store comfortably modern, give customers a properly lighted, air cooled store.
DECEMBER, 1942
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