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In Tune
with The Times
Four Basic Principles Applicable to All Business Fields Appliei To the Radio Campaigns Executed for the Rainier Brewing Co
by FRED M. JORDAN, executive vice president, Buchanan S Con)pani>
How do you make a client's radio advertising stand otit among that ot his competitors?
There are quite a few ways to do the job. You could, for example, sattuate the air; or (if you were lucky) you might be able to buy an established, high-rated show; or )ou could build a new show around famous personalities.
KNOW YOUR LISTENER
But when all these methods are ruled out, here's one recipe that works: keep in time with the times.
Know yoin^ listeners: what domestic and world-wide issues they're thinking about; what current fads they've taken up; what day-to-day problems they have, and what they like to hear on the radio. That was especially imj)ortant during the war (and still is in oiu^ brave new world of atom bombs and VA<i. debates).
We have used this formula, if you waiu to call it that, on the radio advertising of Rainier Brewing Company. Back in January of 1944, we were talking with Joseph Goldie, Rainu.r's president, about putting Raixuor on tlie air. Ray Randall
was there; he manages oin^ San Francisco office and is in charge of the Rainier ac count. So was Jack Gale, our Pacific Coast radio director.
"If we go on the air," said Mr. Goldie "it won't be to sell Rainier beer and ale \Ve can't make enough to supply the de mand as it is. But we do want to build good will."
January of 1944, you'll recall, was tense period in the war. Berlin was a burning ruin; the Red Army was hurling tlie Germans out of Russia; millions ol American troops were pouring into England. Everyone was trying to guess where and when the Allied armies would invade, France.
"Everyone has the invasion jitters," said Mr. Goldie.
"Let's give our listeners something to help them forget their troubles," Ray Randall said. ^
MAKE IT DIFFERENT
"Good music," suggested Jack Gale, "but with something else to make the] show different. "
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RADIO SHOWMANSHIP,