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lakes Tip from National Advertiser; Entertainment to Carry Commercials
In schedule first set-up as wartime measure, The H. % S. Pogue Company includes enough air lanes time to make its broadcast advertising felt in Cincinnati
RECKNTLY, THE H. & s. POGUE COMPANY, Pogue's Venture into the field of radio Cincinnati, O., was awarded Honor advertising began in the war years. Unable Mention by the National Retail Dry like many other department stores, Goods Association in its nation-wide rat Pogue's did not want a brief woman's ing of the outstanding retail radio pro hour show which directed its energies tograms for 1946. ward 15 minutes of household hints and Placed in the "large store" classifica shopping news. Instead, James \V. Petty, tion-that is, stores having a volume of Jr., general merchandise manager (at that business of over five million-PoGUE's met time, publicity director), planned Pogue's with stiff competition, not only from its radio advertising campaign so that the own city, but from other cities all over store would have enough air lane's time the country. The radio advertising pro to make itself known as an advertiser. His gram for 1946 of The H. & S. Pogue Com i^lca was to use radio for Pogue's in the PANY was based largely on two daily ^anie manner as the large national advershows-one, a half-hour morning pro tisers-that is, use entertainment as the gram called Sing America Sing (later re medium for carrying the commercials, vised and entitled Pogue's Breakfast Early Pogue programs were, for the Music), and the other, a 45-minute eve most part, news broadcasts, because the \u\\^\no^r<in\, To Cincinnati at Six. interest of the wartime public in 1944
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"/ regard the local radio siipfyort of our local newspaper advertising to he of inestiniahle value. What other tzvo media tie-in so heauti fully in a coorditiated scheme of selling? And zvhat is more important than cotuentrated local selling on the part of department stores?"
Budd Ciorc, Sales Pioniofion Manager, 1 he H. &: S. Pogue Co.
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RADIO SHOWMANSHIP