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Catches Its Listeners
With 9 Years on the Air, Skinner-Chamberlain g Co, Finds Radio Expands Trade Territory in Small Market Areas for the Retailer
by JANE CHAMBERLAIN
RADIO Station KATE, Albert Lea, Minn., went on the air in October, 1937. And with KATE came SkinnerChamberlain & Co.'s radio activities: the beginning ot sponsorship on the new station.
Skinner-Chamberlain Sc Co., Southern Minnesota's largest department store, is now a 50-year-old institution in Albert Lea and the surroiuiding territory, and this first half-century mark includes nine years of radio activity.
Always alert to new merchandising ideas, it was natural that Skinner-Chamberlain would go on the air as soon as the station opened. Radio advertising meant prestige. It also offered an opportunity to expand the trade area, since the evening paper did not cover as hirge an area as did the radio station.
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PUBLIC SERVICE FIRST
The first program Skinner-Chamberlain's sponsored was an early morning musical, Reveille Rhythm. Aired six days a week from 8:00 to 8:30 A.M., this musical clock program was in part public service, in part entertainment. Its format included popular and light classical nuisic with connnercials after nearly every selection. Time signals and temperature were given throughout the program, with school closed announcements and warnings on dri\ ing conditions during inclement weather. As a sales check, each broadcast featmed a special connnercial. the FMvly Bird, which gave listeners an inducement for shopping that day at Skinner-Chamberlain's. Items were selected by the advertising manager, George Chamberlain.
Hesults were favoralile. The trade area expanded and store traffic increased, particularly in the sections which were advertised on the air. Ihe sales of the Knrly Bird specials wx're terrific!
For the first weeks the program was on the air, KALE promoted it through station news and cointesy announcements. SkINNI R-(]liAMBi:RLAIN pjomotccl
it through placards in the store elevator, display windows and couiUers. Merchandise advertised on the prograir were featured with reminder cards as ''Advertised on Ret)eille Rhythm today/' The Early Bird special sign remained up for seveial clays with the date of the original annoiMKcmeiit in evidence. It differed
RADIO SHOWMANSHIP