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3. Copywise and appealwise, the minute spot must select its audience in the first sentence, preferably in the first six words.
4. Dramatization, if any, must he held at a minimum; no more than three dialogue speeches at the opening, and from there go directly into the body copy of the com?nercial.
Almost without exception, competent spot announcement advertisers found these rules to be standard. But what happened? Again the aesthetes of advertising thought they could improve this standard. The air was suddenly infested with a whole new crop of songs, jingles, skits, one minute dramatizations, and all manner of showmanship tricks. Tricks which were oh, so clever, but again, in ratio to the entertainment value of these tricks spots, traceable sales began to fall off. All of which brings us just about up to date on where radio stands today as a selling type of advertising medium.
Certain great truths about radio as a selling medium are beginning to emerge. Reader's Digest to the contrary notwithstanding, both soap-opera and spot commercials indicate that the housewife prefers her radio commercials straight. Questioned, she will deny this; but when she needs a stomach remedy or a coldtablet, a straight selling commerical will make her buy where a trick commercial leaves her cold. Nighttime glamor shows with expensive stars, name-bands contests and all the rest of it, have still got nowhere as a form of personalized selling or advertising salesmanship.
How soon nighttime radio advertising comes of age as a sales medium depends almost entirely on how soon radio advertisers and agencies are willing to
throw overboard their preconceived opinions learned in the school of showmanship, and apply some of the principles of selling learned only in the school of hard knocks.
A driver with a thirst for getting things done is copywriter's copywriter Weston Hill, who got into advertising the hard way: his father was a client. His first assignment: Woodrow Wilson's second-term campaign. Wilson came in by a nose on the slogan "He Kept Us Out of War." The following February, Hill went out to lunch, learned that the U. S. had severed relations with Germany. Hill threw a deadpan look at an "He Kept Us Out of War" poster which had defied the elements, enlisted as a deckhand in the Navy. After the armistice commissioned officer Hill sold college text-books for a spell, then returned to his first love. In all, he has knocked around some 14 agencies of sundry sizes.
A blind advertisement in the trade press launched Hill Advertising, Inc. this year. Hill's strong point is writing; his idea of fun: a hotel room, two pots of coffee, and a layout pad with an entire night in which to grind it out. Most of Hill's clients formerly placed their advertising direct. From them he expects to have his billings after five months running at the rate of $1,000,000 a year. Beyond that he doesn't care to be quoted.
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