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adio Baits Sales Hook
President Frank J. Foster Gives His Formula for Landing 'Em For Foster's Hardware R Sporting Goods Store, Pontiac, Mich.
CONSISTENCY pavs in almost aU advertising, and this is especiaHy true of radio advertising, even though this same advertising may be on a seasonal basis. Foster's Hardware & Sporting Goods Store, Pontiac, Mich., began its Fish in' in Michigan radio program in 1940, and while this 15-minute program is used seasonally to appeal to hunters and fishermen, it has been without question a tremendous factor in our business increase. Sporting goods sales have been stepped up from 18 per cent of gross business to a high of 45 per cent since we began to use AVCAR as an advertising medium!
Among sporting goods stores there is a great diversity in the amount of money spent for advertising, and the differences in how this money is spent are as great between stores as are the differences in the advertising budgets. Newspaper advertising is preferred by some dealers.
Others get results Irom direct mail, outdoor advertising, and from novel tricks and promotions. A great many use radio, and that's where we stand. For Foster Hardware & Sporting Goods, radio is a best buy for the money.
A nationwide survey conducted by the Sporting Goods Dealer Magazine, revealed the interesting fact that sporting goods stores, on the average, are behind the trend toward radio advertising. It also pointed out that programs conducted by the dealers themselves rank among the most successful. This is the type of program we use, and we take to the air in March when trout fishermen are beginning to check over their equipment. It's September, and hunters have bagged their game when we go off the WCAR ether waves. During that entire period, Fishin' in Michigan is heard once a week, at 6:30 P.M., on Thursday.
Of course a program devoted to one
• FOSTER'S HARDWARE 8C SPORTING GOODS store window display leaves no passerby unaware of the proprietor's interest in big game.
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