Radio showmanship (Jan-Dec 1947)

Time Factor In each of these cases, it is significant that the time at which the programs were aired was early Sunday afternoon. This time iniit represents a period when the audience the florist wants to reach is available, and for that reason it should prove generally effective for florists. This does not mean of course, that other time units will be ineffective. At Savannah, Ga., Paul's Flowers broadcast, 'Tlowers to Savannah's Own" o\er \VSAV each Friday night at 7:30 p.m., with good restilts. Evening time liere reached the mixed audience that represents the florists' market. It is interesting that most florists are on a once-a-week broadcast schedule. While the amount of money available for a campaign is a factor in the determination of frequency, frequency is also, in part, determined by (1), the impact the advertiser wants to make on the atidience; (2), the specific pinpose behind the campaign, and (3), the nature of the program itself. On each of these counts, a weekly schedtile serves the needs of most florists. Selecting the Station When it comes to the selection of the station over which to broadcast a campaign, the decision shoidd be based on whidi station does the most economical job of covering the area the florist wants to reach. It was the 50,000-watt station, KMOX, St. Louis, Mo., which the Allied Florists of Greater St. Louis used for its "Sunday Magazine of the Air." The Butte Floral Co. used a r),0()0-watt outlet, KGIR, and Bobby's Flower Shop was successful on a 25()-watt station, KMA(]. The coverage of the 50,00()-watt station is greater than that of the 250-watt station. For this reason, time costs may vary tremendously, since the advertiser has to pay more for the opportmiity to rea( h a more widespread audience. Howexcr, eadi station, regardless ol |)()\vc'i and (overage, has an audience, and (he llorist shoidd spend only the anionnt necessary to reach the • 94 • people who are prospective customers. Since most florists limit their trade area to the commiuiity and its immediate en\ irons, and since in most cases, advertising budgets are restricted, there isa noticeable tendency to use the smaller-powered stations that cover onlv the trade area. In determining program length, audience preference, time availability, program content and the nature of the commercial message are the factors. On all these counts, the 15-miniUe intervals on a once-a-week schediUe, seems to be most acceptable to florists. Commercials In the case of the Butte Floral Co., commercials centered on the use of flowers as home decoration, wdth an occasional commentary on their significance, characteristics and origins. Bol)by's Flower Shop u-sed informati\e commercials about "The Language of the Flowers." An example follows: "The snowdrop is dedicated to the Virgin Mary, and tradition asserts that it blooms on the second day of February, or Candlemas day— the day kept in celebration of the Holy Virgin taking the child Jesus to the temple and there presenting the appointed offering of two tiniledoves. The snowdrop is symbolic of hope. By this same token, Bobby's Flower Shop extends to you, its many friends and customers, the boucjuet of words and music with the hope that in their hinnble way, they will add a little more beauty to the passing dav. through the language of the flowers." Ihe Allied Florists of Greater St. Louis used brief, loAV-pressiue commercials woven into the script— "Remember with flowers," or "Flowers are a constant reminder of yoiu" good wishes." In plainiing copy for connnercials, the florist shoidd remember the original purpose in going on the air. If that purpose is to make the use of flowers for all occasions more widespread, the commercials should be written with that thought upj)erm()st. )iist how nuich leeway that approach peiniits is illustrated by a 100 RADIO SHOWMANSHIP