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By Fred Provol, Mgr., Hudson Bay Fur Co.
FURS? Buy War Bonds first! That sentiment to which women in SaU Lake City, Ut., subscribe was implanted by the Hudson Bay Fur Co. It is the thesis behind most of our radio commercials. It will continue to be our theme song for the duration of the war. The purchase of such articles of wearing apparel is secondary to the war effort, and the advertiser who refuses to meet this wartime job in his advertising fails to understand the place of advertising in the business world.
What place does radio advertising, or any kind of advertising have now? Contribution to the war effort is in itself a tremendous force when you consider the number of advertisers who individually make such gestures. From the standpoint of business survival, wartime advertising also makes a valuable contribution. It is enough for us if we make listeners fully conscious of the name of the Hudson Bay Fur Co., and of its line of Hollywood Fur Fashions. We have ample evidence that both these objectives are being triumphantly achieved on KDYL. Have we reduced our radio advertising appropriation? Have we taken programs off the air? No! Most emphatically!
Badio Showmanship Plus Versatility Sells Furs
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At present we have running on KDYL not one, not two, but three separate and distinct program series. Three nights a week at 9:15 listeners hear Hudson Bay's quarter-hour of Hollywood Reporter, an up-to-the-minute, Jimmy Fidler type of Hollywood gossip. Since we are exclusive dealers in Hollywood Fur Fashions and our coats are authentically designed in accordance with the preferences of the stars, the lie-up between the program and our commercial copy is obvious. By inference, the listener is made to understand that the glamor attached to the word "Hollywood" is also attached to Hudson Bay Hollywood Fur Fashions. Hit tunes from movie musicals round out this program.
To reach another audience group, we use a three times weekly morning program, the Musical Caravan. In this KDYL quarter-hour heard at 10:30 we play up our ready-to-wear and sports departments. In other words, we departme?italize our radio programs; instead of asking one program to do a job for the entire store, we concentrate on some one phase of our business activity in each program. On this program the transcribed music of Allan Roth is featured, and style type popular music does a graceful dove-tailing with our style story.
The third series runs on alternate mornings. In Hollywood Varieties we bring listeners cheerful morning music by popular guest bands as well as news notes about fur fashions. Together, these
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RADIO SH OWMANSH I P