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swer to boih questions is 'Yes', and the P. J. Nee Company has the facts and figures to prove it."
Here's a case where 'house' advertising proved so successful that within two years, the firm increased its radio appropriation to 60 per cent of its advertising budget, with only 17 per cent for newspapers.
In Chicago, 111., the Cousins Jewelry Stores went on the air to establish listener confidence in the Cousins' name and confidence in Cousins' quality. The institutional approach was so successful in terms of direct sales that in five years, Cousins' had increased its radio budget eight times over the original amount, with WIND as its exclusive outlet.
The Kaufman Department Siori Pittsburgh, Pa., has been on the air wiili the same news program since lO'-iS. An institutional program, it serves as a con stant reminder of the store's service i<» the community. The attittide of the stoic is that radio will continue to play a majoi part in telling the citizens of Pittsburgh that "It's Kaujmann's for Everytlniig Under the Sun."
It all gives emphasis to the fact that the direct-sale measure of advertising is not the only measure, and certainly it is an incomplete measme. It would seem that radio and its sponsors would mutually profit if the value of both promotional advertising and institutional cllort were more generally recognized.
Kiblic C/pinion Poll Kills
Tiuo-m-One Etyteria'mment ar^d PubWc Seru/ce \^eatikre Broadcast Ouer CKWX ^or Da[)'\d Spencer, ltd. Is Now Vancouver Institution
by DON McKIM
PUBLIC OPINION, a local radio production based on a copyrighted idea that gives the s]X)nsor a two-in-one entertainment and public service feature, has become a civic institution in \^ancouver.
Broadcast once a week on Vancouver's (yKWX, Ful)lic Opinion is presented by the David Spencer Limited department store in co-operation with the Vo(iUE Theatre, which is the locale of the show each Luesday at 9:00 P.M.
'I'he series has nut with so iiuich approval, not onh as an eiUertainnuni feature, l3ut as a xoicc ol inlluenc:e in jjublic aliairs as well, that paper-rationed Vanccjuxer dailies haxc cUxoted a total
ol more than eight lull pages in news colinnn space to Public Opniiou j)()ll results.
Plent) of preprogram work and research go into each Public Opinion broadcast. Preparatory work for such a jjiesentation is necessarily extensixe and demands the concentrated effort of the sponsois and the radio station.
Kach I uesdaN a large ballot is placed in the three Vancouver newspapers b\ the department store. It lists ten ques tions on various topics of current interest, which the individual answers with an \ in either the yes or uo colunni and mails to the j)rogram.
I'housands ol answers nuist be tabu lated and results in the hands of Cal (k'orge, CKWX announcer, when Publu O pillion goes on the air from the VoGui: liiEATRE stage one week later.
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RADIO SHOWMANSHII'