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adio Wins a New Friend
Bennett Furniture Co., Clarksdale, Miss., Cuts Newspaper Budget to the Bone, Uses Radio to Reach Customers in Area
UP until November, 1944, the Bennett Furniture Co., Clarksdale, Miss., was an extensive newspaper advertiser. Radio had never entered the picture. At that time, WROX's David M. Segal got the ball rolling with three five-minute newscasts daily, and a 15minute Sunday news program. When Christmas came along, the Bennett Furniture Co. decided to stage a giant Christmas party from the store on Christmas Eve. WROX broadcast the proceedings directly from the store. From that time on, radio was part and parcel of the Bennett advertising picture. In fact, during the winter and through the spring, newspaper appropriations were cut to the bone.
The Bennett Furniture Co. has been sold on radio! During the week of anxious waiting for V-E Day, it kept W^ROX on the air 24 hours a day with special \ictory programs. The same procedure was followed for V-J Day. Special offerings of this kind are in addition to the regular radio advertising schedule.
When a 30-minute children's program was proposed for Satinday mornings, Bennett footed the bill. Since then, the program has built up an enormous following throughout the Delta.
Another program, View the Store, is a quarter-hour show broadcast each Friday afternoon from the store itself. WROX remote equipment and live talent from the Bennett Barn Dance put on a show for store customers, and interviews with customers aboiu various items of furniture are part of the show.
The backbone of the radio schedule is, however, the Bennett Barn Dance,
which draws well over 1,000 people to the sponsor's store each Saturday night. Visitors are invited to the store and seat themselves in Bennett easy chairs and sofas. Show, talent and program come from the mezzanine floor which is directly visible from the rest of the store. Program consists of talent from a radius of approximately 40 miles, and each group is given a spot on the show. On the average, six different groups take the spotlight each Saturday night, thus breaking the show into quarter-hour segments. (While the Bennett Furniture Co. has sponsored the full program, plans are now in preparation to break it up into .SO-minute segments for national advertisers, with Bennett retaining a 30-minute chinik.)
Ihus, with 19 newscasts, a 30-minute Children's Hour, and a one-and-a-half hour Barn Dance, the Bennett Furniture Co. reaches every type of radio listener throughout the listening area. That's the Bennett answer to those who ask if radio alone can increase good will, build sales!
FEBRUARY, 1946
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