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Diiclcr the guidance ol Mr. Ben A. jumper, Brown-Dunkin sales proniolion manager, the K'lUL radio scliedule has been enlarged to include a five-minute morning strip by Peggy Gray, personal shopper; a Monday through Friday quarter-hour program ol instrumental music by Glenn Hardman; and a weekly hall-hour show with the songs ol Alice O'Gonnell. This morning, noon and night selling schedule is supplemented by spot announcements pushing king-bee items and special events.
While Mr. Jumper believes that people are interested enough in merchandise for its own sake to listen consistently to a five-minute shopping program, he adds that the Brown-Dunkin idea of radio includes the factor of service. To better serve the Magic Empire Market of Oklalioma in wartime, Brown-Dunkin continually imprcjves its mail order department. One of its most effective means of serving the residents of this trade area is through the daily five-minute broadcast by Peggy Gray, personal shopper. On the air every morning at 9:00, Miss Gray covers the store by departments and services. Varying her technique of straight selling by personal interviews with store btiyers and personnel. Miss Gray acquaints out-of-town listeners, as well as Tulsa residents, witli special events and outstanding values.
# To reach the great homemakinj midday Glenn Hardrnan Entertains. Hardman, KTIJL musical director, sells the street floor by easy talking his commercials, while he puts his finger on melody with a cjuarter-liour of music on piano, organ, celeste and solovox. For Brown-Dunkin tearoom customers, Hardman appears personally at the tearoom for an hour each Monday to play piano requests.
Three clarinets, vibraphone, piano, organ, celeste and solovox weave a varied musical tapestry, for the lyrics of Alice O'Connell. The weekly halfhour Alice O'Connell Sings show is beamed to the Monday night family audience. Selling is done by Peggy Gray and a male announcer. Gentered on the Fabric Department, commercials appeal to both homemakers and to lousiness girls who have their clothes made by dressmakers.
Consistent, hard-hitting sales messages, service features and sparkling entertainment over a period of years add up to a definite radio personality for Brown-Dunkin, a personality that sells!
audience of the Magic Empire at
BROWN-DUNKIN dominates Tulsa scene.
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