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^ASH YOUR
Qie Cleaners!
Igj :t Business Wrinkles Writes r 1 Laundry S. Dry Cleaning
didn't have ihc facilities to handle the demand!
When we recently signed our contract for another year, we did so because we had faith in advertising in general, and faith in radio advertising in particular. Radio has proved its ability as a selling medium; it alone sells personal services in a personal way.
plug our radio programs in all of our newspaper copy. In that way, listeners more readily identify our radio offerings with our business, and we are able to keep on building up the size of our radio audience.
In our choice of programs, we give What's A^eiv in the News for a steady diet, and Lucky Listener for Sunday dessert. Certainly, since audiences tune in for information and entertainment, we feel that the best way to create business is to give them these two ingredients. For that reason, all commercials are of an institutional nature, and in keeping step with the times, we give much of our commercial time urging listeners to purchase AVar Bonds and Stamps.
Once, for a six week period last year, we advertised the replacement of worn out collars on men's shirts for 35 cents. It is the only direct merchandising we have ever done, and we gave it up in a hurry: response was so great that we
Active in social and civic affairs is Walter M. Johnston, president of the Thornton Laundry & Dry Cleaning Co., Youngstown, O. While lie holds membership cards in several fraternal
organizations and in the local country club, his main interests are focused around his work and his family.
Although his Youngstown business has prospered since 1912 when he first came to the steel-town, his apprenticeship in the cleaning industry was served in the east. Vital statistics: he was born in 1889 in Cumberland, Md. Modest to the point of shyness, laundryman Johnstoji tends strictly to business, slirinks from personal publicity.
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