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ello Soldier! oliello Sailor!
Pick and Choose with Audience Yardstick Writes Vern C. Soash, Savings Department Mgr. for Minnesota Federal Savings & Loan
COUNT US among the many satisfied radio users! For about six years we have used radio as one of our primary advertising mediums in St. Paul, Minn. It may be that we have been unusuaHy successful in our choice and use of radio programs, but it is our belief that radio properly used, should always provide ah effective advertising channel.
We have used radio to identify our location, to produce good will, to bring visitors into the institution, for purely institutional advertising and at times to provide a medium for actual selling copy.
Perhaps the invariable success Minnesota Federal Savings & Loan Ass'n has enjoyed in the use of several radio programs has been due to careful analysis. "Do unto radio as you would have it do unto you," might be the maxim. When considering a program w^e measure it against the following standards:
1. Is it timely and appropriate to the product advertised?
2. Does it have a natural himian interest appeal or meet a definite need?
3. Will it maintain the prestige and good name of the institution?
4. Will it develop good will; produce a favorable or sympathetic attitude towards us?
5. Is the time suitable for the audience desired?
6. Are competing programs too strong to warrant its consideration?
7. Can the program be continued for a reasonable period of time, at least six months and preferably twelve?
8. Will the program time be constant without interference from network affiliations?
With this yardstick in hand, about six months ago we picked up Hello Soldier' —Hello Sailor, a thrice weekly presentation which features long distance telephone conversations between service men and their friends or relatives, with the radio audience listening in.
The national spotlight was focused on this program as a result of special commendation awarded Robert De Haven, the WTCN production manager, by Variety magazine through a recent survey of the United States and Canada.
MAY, 1943
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