We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
trom the other placards by a iat little bird (species unknown) pulling a worm in one corner.
Ihis campaign was supplanted by a very siiccesstul spot announcement campaign .which vSkinner-Chambkrlain continued lor several years, with five or six spots a day. Then came a sticcesslul xentine in the sponsorship ol a news broadcast.
CHANGE WITH THE TIMES Last tall a transcribed program, Easy Aces went on KATE for Skinner-Chamberlain. The Skinner -Chamberlain radio programs are directed primarily to the entire family so the 7:00 P.M. slot was the one selected for the new show. The present advertising manager (who is replacing George Chamberlain, on leave to the Army) has full charge of radio activity, and is responsible for all scripts.
The station cooperates in the writing and production of the scripts, and it records the annotincements to be put on the air. The same announcer appears on each program. (Skinner -Chamberlain would like to have a special voice which would be identified with them alone, btit so far this has been impossible.) Commercials are both institutional and departmentalized.
Decause a ABC network show conflicts with the Friday night broadcast. Easy Aces is limited to fottr nights a week. On Friday, however, there is a reminder spot announcement for SkinnerChamberlain at 7:00 P.M. (On Friday and Saturday, both heavy shopping days, there are also spot announcements in the morning and the afternoon.)
Easy Aces was selected because it had been successful in a number of markets. Skinner-Chamberlain launched the series with newspaper advertisements with pictures of the featured actors, time, date and store name. Both Skinner-Chamberlain and KATE spot-announced the program until it was well establislicd. Placards were placed around the store to remind customers of the new radio show.
In the controversy on the merits of spot announcements vs programs, Skin
ner-Chamberlain believes that because a sponsored show is more effective, it is well worth the few extra dollars. Certainly, a sponsored program increases sponsor identification and for that reason the listener is more conscious of advertisement and of product advertised.
Jkinner-Chamberlain does not have to advertise. Over the years of serving Southern Minnesota and Northern Iowa, it has built tip a clientele that is terrifically loyal and dependable. During the past five years when there has been less to sell, old customers could not always be completely satisfied. But Skinner-Chamberlain continues to advertise. They feel it is definitely getting results.
MAY. 1 946
• 161 •