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Tl y^ AJ^I GENERAL LIBRARY
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Two Minute lnteru/eu)s W/'tfi Radio Station Commercial Managers
'The Advertiser's Stake in Local Radio"
An Interview with L. A. Blust, Jr., Commercial Manager, KTUL, Tulsa, Okla.
Q. What effect did the war have on broadcast advertising techniques?
A. Due to shortages ot merchandise, many advertisers turned to institutional advertising. They soon discovered that radio was a fine medium for creating good will and for developing a personality for a store or company. This wartime discovery is being utilized today in addition to regular merchandising programs.
Q. What current trends in the use of radio advertising do you consider most significant?
A. The realization by most advertisers that in order to produce results, their radio campaigns must be carefully planned, properly executed and thoroughly merchandised. Also, the realization that only by staying on the air over a long period of time can they expect to reap the greatest benefit.
Q. What factors do you consider most important in the evaluation of the success of a radio campaign?
A. Did it accomplish the things for which it was intended. In other words, did it (1) sell merchandise, (2) create good will, (3) establish a reputation, or (4) perform a public service?
L. A. BLUST, JR.
His fire years as store manager for Firestone Tire & Rubber Company gave him an insight into the advertiser's problems that stands him in good stead as commercial manager for KTUL, Tulsa, Okla. A native Oklahoman, Bud is active in civic affairs, is currently chairman of three civic groups, also maintains active membership in several clubs. His pride and joy: one son, L. A. Blust, HI, age four years. He counts woodworking and sound recording among his hobbies, with swimming and bowling to keep him fit.
Q. Do you think that advertisers will continue to get proper service and results from radio?
A. I not only think that advertisers will continue to get proper service and results from radio, I think the quality of service will improve and that results will increase, now that experienced personnel has returned from the armed services. We rate our local and regional advertisers as our most valuable asset and we will continue to give them our best.
JANUARY, 1947
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