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Ihree-Point rormula for Idea Selling by Radio
l\^easured in terms of object'we of campaign, not in mass circulation or specific item sale, furniture store finds radio produces marked results
by NEIL PETREE, president, Barker Brothers, Los Angeles, Calif.
(Reprinted from KNX "Trade Talk," January, 1947)
TWENTY YEARS ago tliis month Edgar Harrison AV^ileman, director of the Home Advisory Bureau at Barker Brothers, made his first broadcast over KNX on the subject of the most popular type of architecture of that day, the Spanish home. More than seven years ago. Barker Brothers began sponsorship on KNX of a three-a-week series of programs under the title. Backgrounds for Living, featuring Mr. Wileman. We feel that this program has provided us with one very good answer to the frequently asked question, ''How shall tJie retailer use radio advertising effectively?"
Why and to Whom First
We began by asking ourselves a question—not, "How should we use radio?" but, "Why should we use radio?" Our answer to this was that there were certain general ideas about our store which would hel}j increase our sales, but were not directly connected with spe( ifi( items of merchandise. We believed that we nn'ght use radio not to sell this chair, that desk, or the other table, but to sell the idea of Barker Brothers as the store for decorating and fmnishing a home throughout.
The second question we asked ourselves was still not how to use radio, but, "To whom should this message be directed?" And this question was answered in the following way: "Sell the idea of the store for furnishing and decorating to people who ha\ e an interest, or whose interest can be aroused and stimulated, in the physical entity of the home.
"How" Answered Last
With these two direct advertising questions given straightforward answers, the question of how to use radio, so often asked first, was asked last— and very easily answered with a program commentary dealing with home furnishing, building, and decorating, delivered by Mr. Wileman. Problems of script and format had to be worked oiu, and a variety of material gradually developed. But this has all been accomplished, and today, with the; interest in homes as widespread as it is, the jirogram gi\es evidence of being more popular tlKin ever.
Measurement of program effectiveness showed another departure in thinking from the usual approach to radio. Measluement of mass circulation achieved by I Hooper ratings could mean little to a
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RADIO SHOWMANSHIP