Radio showmanship (Jan-Dec 1943)

m SALES BLUES (Con tinned from page 49) we have a Santa Claus program. St. Nicholas himself talks to the children, tells them about the toys, and we use the sounds of the actual toys for background. Also, for the Christmas season, we redotible our spot announcement schedule. For the past several years we have sponsored Dicken's Christmas Carol at night for the entire family, and for this show we use only institiuional copy for its good will value. In our treatment of commercial copy, we take about one and a half minutes in the fifteen, for our sales message featuring price and quality. One day we feature the dry goods department, the next day we build drugs, ladies' ready to wear, or men's wear, through the entire store. Our 14 years on the air have taught us that the average listener likes announcements in words he understands, and that he prefers them short and to the point. In the preparation of continuity, copy in the third person is the most effective, and it must be written so that the announcer can give your copy the meaning you intend it to have. Price in many instances must stand out, and in every case, there should be a clear description of the item advertised. Spots are one of the hardest announcements to write continuity for, but we have found that properly handled, spot announcements are an ideal method for promoting specific items of merchandise. Because they put your message over before the listener can turn the dial, this type of radio broadcasting has become one of oiu' main advertising features. There is no room for doubt on our part as to the effectiveness of radio advertising for department stores. It is true, that radio, as any other medium, must be studied. It cannot be treated as a step-child if proper results are to be attained. Proper times must be used, and above all, consistency is necessary. It has pulled for us, and given the attention and support it deserves, it will pull for others. ACE UP DRUGS SLEEVE (Continued from page 47) advertisement to publicize its radio programs. With this combination of a huge listening audience plus today's most popular type of radio program, we were confronted with the important job of merchandising this advertising. We were sure that Cunningham's values broadcast so extensively would produce results. But, equally important to us, was to formulate a well rounded plan that would present our commercial announcements on each News Ace broadcast in a news-worthy manner. To do this, we decided to feature a Cunningham Nexus Ace (riant Special each day, each item being a bargain that would make news itself. However, merchandising Cunningham's Giant Specials does not cease with the actual broadcasts. These Specials are effectively dramatized in every one of the 100 Cunningham's Drug Stores throughout Michigan with window displays and inside News Ace counter displays. Every store receives a weekly bulletin advising which items are being featured on the A^eivs Ace with instructions as to what cooperation must be received from the stores in tieing up with these News Ace advertised products. Our newspaper advertising also identifies Cunningham's as the source of the Neius Ace and carries the continuous message to tune in. In this connection, many Cunningham's A^eius Ace broadcasts have been devoted to building more good will for individual departments, such as prescription, photo finishing, or Cunningham's Oiun Ice Cream, without specifically mentioning prices. All retail establishments are not in a position to sponsor radio programs on such a widespread scope. But I am convinced that any retailer can effectively use broadcasting provided the right type of program is selected and the proper selling approach is used, whether it be in the form of merchandise copy or institutional advertising. FEBRUARY, 1943 51