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your message is true and spoken with sincerity. Then, and then only, can radio function correctly for you. If your message is inadequately prepared and inadequately presented, it will encounter plenty of static.
If WMBD keeps a record of its callers, it will show that my call at its office was my first call in Peoria, 111. That was six months before we opened The Baby Bassinette. Information and data supplied by the manager and his staff furnished the cornerstone of the plan we later put into use.
wear in the iiidusiiy advising \is thcv would not sell lo us because th(\ wck not opening any new accounts; ih;ii ii would be impossible for us lo purchase merchandise; that we could never succeed, et cetera, et cetera, we opened The Baby Bassinette and christened it Peoria's Stork Center. It's pur])ose: to cater to baby requirements and through age six. That this service was appreciated is indicated by the fact that more than 1, ()()() Peorians visited our store its opening two days.
There has been a great deal of credit
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# Plenty of eye-appeal for mother and dad in modern displays has made THE BABY BASSINETTE Peoria's (III.) Stork Center.
First— Was there a 7ieed for our business?
Second— Streets and corners luere checked for foot traffic.
Third— Where was the traffic going and how many purchased in passing certain locations?
Fourth— The per cent of population employed and the kind of employment was tabulated.
Fifth— The number of home owners and birth rate were investigated.
Sixth— Would our contribution to Peoria find a welcome?
On March 12, 1943, with a very large per cent of the manufacturers of infant
given the designer of The Bab^ Bassinette, for its decorations, furnishings and equipment. The real contribution to its success belongs largely to: first, its plan of operation; namely, the need for it, and the combination of talent and experience to render an unequaled service. These can only be furnished by the personnel. The owners of The Baby Bassinette, Xita Risch and Elsie Eggeman have these qualities.
Advertising used for otir opening consisted of half-page ads in Peoria's two leading newspapers with smaller semiweekly ads for three months. Dtiring this time we were getting acquainted with the people of Peoria and their
FEBRUARY, 1944
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