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• Left . . . Behind the streamlined 20th century appearance of the ROLANDS store is an equally modern promotional policy which makes full use of radio as an advertising medium.
• Right . . . To help listeners fix the point of origin, ROLANDS broadcast its newcasts for two weeks from its corner window, with Campbell Miller its commentator and analyst.
a^shion Tides
Merchandise With News ire Manager L A. Wallan
was of value in establishing the store as an authoritative fashion center.
Carried out throughout the entire series was the store advertising theme: "Rolands . . . A Store of Youth . . . A Store of Fashion." In fact, this discussion program went so far as to discuss such things as credit and its relationship to the consumer, and what the consumer thinks about advertising. In these instances, outstanding men not connected with the store were guests on the
panel discussion. When national fashion and style authorities, or business executives of the corporation were in the city, the programs were centered around topics in which these guests were specialists. For holidays such as Thanksgiving, Christmas or Lincoln's Birthday a special program of civic or religious significance that was purely institutional in character was presented.
With the grand opening of the store Rolands decided to conduct a 30-minute broadcast direct from the store in which the mayor as well as other notables spoke. Two prominent orchestras added a festive touch. With the background of orchestral music, the fashion floor manager of the store described a style show to the radio audience. The entire opening event was indeed a very thrilling one;' 7,000 Springfielditcs participated, and the entire four floors of the store were so jammed with people that fire marshals had to prohibit further entrv into the store.
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