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The fact that Songs Our Soldiers Sing has been on the ah every Sunday, summer and winter, since that fust Sunday in September. 1939, is one indication of the selling job the progi'am has done for us.
It must be pointed oiu that oiu" confidence in the progiam is not based on circumstantial evidence. One of the many promotions carried out to test the show's audience appeal centered around a feature recording. The Londoner and the Hun. Fl3.yed first during the height of the Blitz, the piece struck a responsive note with audiences,, and a number of people ^\TOte in asking for copies of the duologue. CROC's promotion department transcribed the text, diew up an attractive 8x11 card with pictures of producer Howard Caine and of mvself as sponsor, and then said "Come and get it." That invitation was made on just one program. AVhen the original print order had to be tripled, and requests poured in for weeks, ^ve knew that as far as our listeners ^vere concerned, the program had "it."
And there's a lesson here, Manv newto-radio sponsors, ^vhen once they buv radio time, sit back and wait for audiences to beat paths to their doors. The old saying about making a better mousetrap to the contrary, it doesn't happen that way. The sponsor ^sho isn't willing to back up his radio progiam with an
occasional merchandising promotion might almost as well not be on the air. More than that, he misses a splendid opportunity for checking on his audience \diile at the same time he further earns its good will by offering it something it wants. The listener rating on this Sunday progiam sho^vs it to be a consistent leader. This was achieved in part through the choice of a program that appealed to the audience, and in part, by consistent promotion. We ourselves feature a store display arranged by CROC -^vhich incorporates a 30 x 40 enlargement of Churchill with a modelled frame and extension carrying the story of the progiam. Touches of this kind build audiences, and if the program appeals to the audience you want to reach, you don't have to worry aboiu holding them. They stick with the progiam, and thev stick with the sponsor! There is almost no emphasis upon the commercial angle. We aren't trying to sell anything other than our good name. Mention at the opening and closing that the program is presented by "Hurst's Furniture and Radio Stores of Hamilton, the all-British stores," is all that is necessary, Oiu conviction born of experience is that if an advertiser gets behind the community in civic enterprises, that community will show its gratitude to the merchant for an intangible service in a very tangible manner I
• \^'hat meets the eye is a modem, well stocked furniture store. What meets the ear is a melodious halfhour offering over CKOC.
JUNE, 1943
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