Radio showmanship (Jan-Dec 1942)

Following up this special opening event broadcast, the management has conducted several other special style show broadcasts, including the fall opening. With the increasing importance of reaching more and more people in Springfield and its surrounding territories, Rolands turned to what they believe to be the most productive time it could purchase over the radio to put across its message as the store of yoiuh and fashion. It took on the exclusive sponsorship of all news broadcast over WCBS for a period of 52 weeks, for there is one belief that the Roland organization has in regard to the use of Energetic store manager Larry Wollan got his merchandising training in the school of experience. After graduating from Mechanic Arts Jiigh school in St. Paul, Minn., he enrolled for evening classes in law, did a full day's job as stock room boy for the Golden Rule department store before class each night. While he came off with a diploma, the ex-stock room boy gave up the thought of practicing law, worked his way up to that of divisional merchandise manager of 17 departments. As merchandise manager for quality women's wear store Field-Schlick he polished off his St. Paul career. radio; that radio as an advertising medium has little or no value unless its use is constant and continuous. With the signing of this new contract, Rolands took to the air 18 hours a day, every day. Its slogan: ''Rolands brings you the news 18 hours a day, every day over WCBS." Its newscasts begin with these words: "It's P.M. and time for the news brought to you by Rolands, a store of youth, a store of fashion." On each five-minute newscast there is one commercial averaging 60 words inserted in the middle of the newscast. On the 15-minute newscasts there are two com mercials, one each at the five and tenminute mark. Newscasts close with the phrase: "Remember, Rolands bring you the news IS hours a day, every day, over this station. Your next Rolands newscast xuill be at P.M." The type of commercials to be used over these newscasts has been a subject of considerable controversy, but the management has adhered to a typical style message designed to create a definite style acceptance of the store and not designed to create an immediate and direct response that day or the next. While price or price ranges are quoted on almost every commercial, there is no stress made on the price story. It has always been the policy of the Roland management to devote a considerable portion of its radio commercial to institutional and general copy. For example, it is interesting to note that at 7:00, 8:00 and 10:00 A. M. on a Sunday morning, Rolands used the following commercial: "Why not go to church, somewhere, this Sunday morning. Whatever your religion, your creed, your hopes and prayers, bring them closer by your attendance at divine worship. And in the churches of our faith, let us fervently pray that this mighty scourge of war will speedily pass away. And, in its passing, leave to all men, everywhere, the right to worship their God in the manner of their choice. And so, we say to each of you: GO TO CHURCH, somewhere, this Sunday mortiing." When the news broadcast was first launched, Rolands used its corner window on 6th &: Adams streets for a period of two weeks from which to broadcast. The window was backgrounded with the map of the world, and in the window were a series of microphones, news tables and teletype machines. Loud speakers were set up outside the window and every newscast during that two weeks period attracted large groups of people. This extra promotional activity served to instill in the minds of the Springfield people that it was Rolands that brought them the news. Rolands is convinced that radio is a very definite and permanent part of its promotional policy. Radio has served the purpose for which it was intended, and its continued use will further help to sell consumer acceptance for this new fashion center. 418 RADIO SHOWMANSHIP