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WHAT THE PROGRAM DID FORMED
This is the businessman's own department. RADIO SHOWMANSHIP invites radio advertisers to exchange results and reactions to radio programs for their mutual benefit.
RHYTHM AND ROMANCE "Easter is about our biggest rush. About a month before that date we like to remind customers not to wait until the last minute. A year ago we had to refuse work starting Wednesday noon before Easter and we did not want the same thing to happen again. Some people have to be told, and we believe that they will listen to the radio and believe it quicker than when our drivers tell them."
GUY E. MALO
General Manager American Dye House Portsmouth, N. H.
AIR FAX: News and music on WHEB gets the story to the public. First Broadcast: 1941.
Broadcast Schedule: Daily, 9:00-9:09 A.M.; 5:055:15 P.M.
Sponsor: American Dye House. Station: WHEB, Portsmouth, N. H. Power: 1,000 watts. Population: 25,000.
COMMENT: Advertiser here reaches two different types of audiences with sufficient frequency to drive home the sales message.
Men's Wear
NEWS "VV^e contribute a profitable portion of our business to radio advertising. We sponsor a news broadcast at 8:55 A.M. daily, and just keep repeating values. We get results not only from lisr teners in Milwaukee and immediate vicinity, but also from considerable distance out in the state and even from neighboring states.
Dry Cleaners "People who come to one of our stores
because of our WTMJ advertising are already three-quarters 'sold.' They are not just 'shopping around.' All that remains is to show them garments that meet their needs and tastes."
J. H. LAWTON
President Lawton's Clothes Milwaukee, Wis.
AIR FAX: Sponsor: Lawton's Clothes. Station: WTMJ, Milwaukee, Wis. Power: 5,000 watts. Population: 680,434.
COMMENT: Daily repetition of one dominant advertising message breaks down barriers of customer resistance.
Men's Wear
3:00 P.M. NEWS "This is the sixth year we have sponsored the ^.00 P.M. News with Walter Compton, and each year sees even greater results measured in sales.
"Our renewals aie proof that it pays."
M. BROWN Dailey's Clothing Co. Washington, D. C.
AIR FAX: First Broadcast: 1937.
Broadcast ScheduU: Daily, 3:00-3:15 P.M. Sponsor: Dailey's Clothing Co. Station: WOL, Washington, D. C. Power: 1,000 watts. Population: 663,091.
COMMENT: Whether for sales, profits or good will, news programs are quick short (uts to action.
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RADIO SHOWMANSHIP