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.
►►
When Bullock's submitted to the National Retail Dry Goods Association a typical half -hour show in the current series titled "Favorite Story," it won first prize in the competitioft of stores using radio who have a volume of $5,000,000 or more annually.
btore Uses Juvenile and Adult Radio Schedules
ChWdren's show lu/tfi S-ioay maW puW nou) m \ts 14th \^ear buMs good u)/ll ^or BuWocWs, Inc., Los Angeles, Calif., is currently aired in combination with night-time series now in its 4th gear
by 0. V. JOHNSON, Dana Jones Company, Ado., Los Angeles, Calif.
Bullock's, lncorporated, entered the radio field in the early twenties when they owned one of the first local radio stations in Los Angeles. They sold this station early in its growth but have used broadcast advertising intermittently ever since.
At a time when department store radio advertising is still cautiously employed, the policy of Bull(x:k's is of interest to the entire retail radio advertising field.
Bullock's current radio budget represents a sizeable percentage of their entire advertising expenditure. I'he Dana Jones Company, Los Angeles advertising agency, works with Bullock's under the direction of Bi llck:k's advertising office, headed by Frank Rice, publicity director, in the selection of broadcasting ideas and material for broadcasting.
Children's Show in 14th Year
A children's program, known as the Uncle Whoa Hill Club, is the oldest Bullock's radio show still on the air. Lhe Club, now in its fourteenth year, is broad
cast over KFAC, five times per week from 5:30-6:00 p.m. The continuity is built around a personality known as Uncle Whoa Bill, a. warm-hearted, informal character, confidant of children. The broadcast appeals to children from the ages of four to approximately nine. The purpose of the broadcast is to suggest to children when things do not go exactly the way they like, that they say Whoa Bill rather than fret or cry. There is a three-way mail pull in the broadcast: first, new members; second, birthdays; third, honor roll.
When the children join the Club they are presented with a chart to which they affix stars for acts of good behavior, such as eating their spinach or minding their mothers. Parents write gratefully that the program has aided them in their problems of child discipline.
The second mail pull is the announcement of birthdays and where the children's birthday gifts will be found in I heir homes.
The third mail pull is an honor roll
114 •
RADIO SHOWMANSHIP