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James G. Gallant
Daily Newscasts, Spots and Special Shows Create Sales, Also Build Good Will for Belk-Gallant Department Stores Ooer WLA6
# How does news rate today?
# Does radio build good will?
# Is radio a flexible advertising medium?
# Can a radio station provide adequate detail work?
DEPARTMENT stores can and do use radio profitably, a fact proved beyond question on many occasions. However, it is doubtful if a larger percentage of the yearly advertising budget of many stores goes to radio than that of Belk-Gallant Company with headquarters in LaGrange, Ga. This company operates seven stores in LaGrange and adjoining area.
Since 1941 WLAG has listed Belk-Gallant as a leading account, with the 1945 expenditure exceeding all previous years.
James G. Gallant, head of the West Georgia chain, bought his first radio strip purely as an experiment. It was a daily man-on-thestreet broadcast, originating in front of the main LaGrange store. With the declaration of war, the street broadcast was dropped, and a newscast replaced it. In the fall of 1942 Belk-Gallant added a second daily news strip. One newscast was scheduled at 11 A.M., the other at 3 P.M.
The two daily 15-minute news strips are only the foundation for an elaborate radio schedule. Spot announcements are also used, a total of 40 each week. During the Christmas season BelkGallant contracts for Santa's Mailbag, 30-minute daily program for six weeks. Institutional programs are also used frequently.
In commenting on his radio experiences, Mr. Gallant says, "We have found radio a productive sales media, as well as an excellent and unexcelled producer of good will. Actual checks by our sales personnel indicate a widespread acceptance of our radio programs, with plenty of sales resulting.
"We might be called an exceptional store to devote the larger portion of our advertising budget to radio, but our reasons are sound and logical. Our messages are delivered direct to the con
APRIL, 1946
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