Radio showmanship (Jan-Dec 1944)

Record Details:

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From $3D,0D0 to SBQD.DDD for Radio is Bay Area Record for IB Merchants etailers Forward March: / by FRANK WRIGHT, Manager, Retail Radio Bureau IF ever there was a time when radio could play its fidl role as an effective iorce in retail merchandising, that time is now. Retail conditions are almost ideal for the full application of radio to the retail scheme. What the retailer is forced to demand of advertising, radio can now supply more economically, more flexibly and more eilectively than any other medium. As an example of lower circulation costs, the average cost per thousand acttial readers of a newspaper advertisement is %2?).1'Z. Average cost )>er thousand actual listeners to a radio jjrogram is $2.92, and in many instances, consumers are reached for less ihan 25 cents per thousand via radio. SiiHc substantially less production hihor is recjuired, radio advertising eni;iils lower production costs and less handling. Too, radio advertising may be altered or changed without waste of vital material or production expense, and the changes may be made any time before the copy is actually broadcast. Coupled with this is the good will vahie of radio; as yet there is no substittue for the friendly, hiunan voice, and radio alone can introduce this personalized note. VV^hy is it then, that the average retailer has not taken advantage of the radio's persuasive selling force? To answer this (juestion and to give concrete evidence of a sincere desire to serve the retail store, KROVV, KSFO. KJBS, KQW and KFRC established the San Francisco-Oakland (Cal.) Retail Radio Biiri.ai/. Its primary })iU'pose is to aid in simplilying the }3roblems that arise from time to time in the use of retail radio broadcasting. Here in the Bay Area, it was felt that the sale of time alone was not sufficient. Sei\icc' to the retailers was to be part and parcel of the radio picture. W^ithout service from the broadcasting industry, the average retailer cannot hope to achieve success with radio. In San F>ancisco, 27 of the major re 14 RADIO SHOWMANSHIP