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THE Salt Lake Knitting Store can be said to be fully convinced of the efficacy of radio as a mediiuii for increasing business. Experience, they say, is the greatest teacher; and it has certainly been so in our case. A long time ago, when radio was considered by most people as a plaything, a hobby, or an impractical toy, the Salt Lake Knitting Store had a different idea of it. We were the first specialty store in this region to use radio advertising on any extensive scale, being the first timebuyer in the West. Back in the early 20's, we bought an hour of time to plug a sale, (that was in the days when radio advertising itself was almost unheard of) and it opened our eyes to what radio could do.
Ever since that time, we have been consistent radio time users. Little by little we proved the value of radio to our complete satisfaction. The scope of
A direct descendant of the early Mormo?i pioneers is Frank Richards Smith, manager of the Salt Lake Knitting Store, Salt Lake City. His father drove an ox-team across the plains as a boy of nine. Mr. Smithy himself, entered the Salt Lake Knitting Store organization at 13 years of age and worked up from janitor and delivery hoy to manager and vice president of the company. A man of courage and vision, he has always blazed new trails by adhering to his philosophy of ''taking a chance."
Asked his major principle of management, he says "The only excuse for an independent store's existence in these days is individualized sei~uice, which the small store alone can give. Furthermore, I believe, in merchandising, the best obtainable is always the cheapest, no matter what you pay for it."
As hobbies, Mr. Smith counts golfing, fishing and hunting as tops, and the harder he plays, the harder he works.
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Radio Alone The Manage
our employment of this medium has steadily increased, through spot announcement campaigns to regular quarter-hour programs over a period of years.
One of the most effective programs we used, which I cite as an example of the type of radio promotion we favor, was a series called The Court of Values, which ran for over a year on Station KDYL in Salt Lake City. The approach in a commercial sense was to dramatize the merchandise; in other words, the items of apparel plugged were personified and arraigned before the mythical court, then asked to substantiate their individual claims to be good values. After 52 weeks we decided that while this idea was good, some change in format was necessary, so we adapted the idea and changed the name to Fashion Clinic. Merchandise was personalized as clients attending a clinic, in which Doctor Hi Style brought out the merits of each garment and indicated wherein its fashionability lay. This series ran for another year on KDYL. As a concrete result of these campaigns, we increased our volume by a notable percentage.
Recently KDYL inaugurated a new program for us under the title Women at War. While heretofore our programs have been aimed primarily at a daytime audience, we are now convinced that a much wider segment of the listening public can be reached on Class A time, and so the new series is aired Friday evenings at 8:30. The purpose of the program is not primarily to give direct selling impetus, but to do an institu
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