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I OLIVER 5. GRANT, superintendent, ews-Beggs Dry Goods Co,, Pueblo, Coi
In the summer of 1942, we sponsored in Pueblo the summer schedule of Gang Blisters over the Blue Network and KGHF. We realized that this program had a large following, and was an ideal medium for our Men's Store. Results more than justified our expectations, but of course the program was available for local sponsorship only during the summer season. Later, we sponsored Counter Spy, another Blue Network program
which was then available for local sponsorship in our territory. The program proved to have a large audience, and the time, 7:00 P. M., Monday evening, was ideal.
® Our experience has convinced us that local sponsorship of a high calibre network program is highly profitable, so when we were offered sponsorship of a newscast on the same basis, we accepted it. Our connnentators are Jose Rodriguez and Sidney Sutherland. The program runs from 12:00 to 12:15 noon, Monday through Friday. These men have done a good job for us. We are advised that Walter Kiernan is soon to take over the spot, and we have sufficient confidence in the judgment of the Blue Nkiwork's program (lepartment to give
Ira K. Young, V. P. General Manager
Kiernan' s Corner a trial. W^e haven't missed yet, and I believe this will be no exception!
It is obvious that a program of this nature has (crtain advantages. Because it appears at the same time five days a week, it builds audience. Equally important is the fact that it provides enough time to do a thorough selling jol). We are fortunate in having available from KGHF a thoroughly experienced and competent radio man who is also experienced as a merchant.
# Copy for each newscast is built around a central theme, which is carried throughout all three commercials. If the theme is home sewing, we tell about new materials that have arrived, and suggest uses for them. We may tie-in neckwear, notions, patterns; anything so long as the theme is maintained.
Radio, we have found, is the nearest thing to personal selling, and the same principles apply. Commercials for our newscast are written conversationallv, with no high-pressure selling, no fancy writing. We try to find things people want to hear about, and tell them. The fact that we want to sell an item is not enough. We must find a reason why the listener would want to hear abotit it. 1 he reason may be that it is new, it is timely, it is an excellent value, or it may be an item for which our customers have been waiting.
In addition to announcements and the noon newscast, we are sponsoring on KGHF a series of transcribed programs produced for and abotit the American Red CJross. The program runs once a week, Friday evenings at 7:00. No commercial copy is run, and the program is s]:)onsored as a community service and for good will.
It is significant that our department managers and sales people, after they have given radio a fair trial, are highly enthusiastic. Ihe results are easily recognizable, immediate, and likely to last for several days. I think it may well continue to increase in importance in om^ advertising scheme.
AUGUST, 1944
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