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Radio Follow-Thru Sells Levins Department Store
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By Adman Lloyd C. Bryant Charleston, W. Va.
WITH Levins Department Store, Charleston, W. Va., radio is a direct seUing medium, and our star WCHS salesman is an old-time hillbilly character, Uncle Si, by name, created by WCHS announcer Frank Welling. Uncle Si has become something of a tradition in West Virginia, and his morning greeting to listeners, "I been around here 70 odd years . . . and, I don't know," is widely and frequently quoted in this area. It should be! It's heard six times a week, and it has been highly publicized through various forms of advertising. And right here is the crux of the matter.
It's the follow through in radio advertising that sells merchandise, and it is this one factor that is most responsible for our radio success. Buying a program is not enough. Too many local radio advertisers seem to think that once the contract is signed their responsibilities are at an end!
Advertised merchandise must be conveniently displayed if the sponsor wants it to move. Customers can't be expected to go on a
prolonged treasure hunt in search of the
elusive radio bargain item, and if the
item is worth featuring over the air, it rates a store display by the same token. Merchandise display is a store problem, but merchandising a program is of mutual concern to the advertiser and to its radio station.
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Not one to let any grass grow under his jeet in spile of his mere 27 years is youngman o n1 h emake Lloyd Clarence Bryant. Before his steps turned toward Charleston, W. Va., he was advertising manager for Leggetts Department Store, Covington, Va. Townsmen there point with pride to his rapid success. In three short years he has become both advertising manager and assistant general manager for Levins. Modestly, he gives due credit to his wife for her able support.
Why is it that when people think of that old codger, Uncle Si, they think of Levins? It's because the program has a definite tie-up with all other store advertising; newspaper, billboard and direct mail. Uncle Si is a part of Levins. That's what we want. That's what anyone must develop to sell merchandise by means of a radio personality whose words, apparently, are magic.
And what made Uncle Si and his sayings a West Virginia byword? Program merchandising! Postcards with pictures of Uncle Si were offered over the air for
300
RADIO SH O WM ANSH I P