Radio showmanship (Jan-Dec 1947)

of broadcasting, that arc increasing j^rools of tlie tremendous potential of the medium of radio both from the institutional viewpoint and from the standpoint of sales. It's a potential that's not restricted to any one type of business enterprise, nor limited by the size of the community. Department Stores BETTY MITCHELL A little lady with a widespread listener appeal is Betty Mitchell if the action of her WGAN, Portland, Me., sponsor is any indication. What started out as a three-a-week schedule became a Monday through Friday tenminute series, with the sponsor, Porteous Mitchell &: Braun Company, celebrating its first three years on the air. With only a small part of the program devoted to merchandising, the sponsor puts into practice its contention that "a store is more than just a store . . . it is a part of the hopes and lives of people." In keeping with this theory, over half of each broadcast is devoted to public service organizations. Interviews with local citizens in support of drives and charities are an integral part of the format. Fact to which Porteous Mitchell & Braun points with pride: a request of civic interest has never been turned down. In addition to its Betty Mitchell program, Porteous Mitchell & Braun has also sponsored such programs as the McCalVs Sewing Corps, a series of six transcribed sewing lessons broadcast on a once-a-w^eek schedule, Saturday, 10:0010:30 a.m. Three one-minute commercials tied-in with the store's pattern, yard goods and notion departments. Mid-w^ay in the series, P.M.&B. had received over 4,000 requests (or the follow-up sew^ing lessons distributed by the store. AIRFAX: First Broadcast: 1944. Broadcast Schedule: Monday through Friday, 8:50 9:00 a.m. sponsor: Porteous Mitchell 8C Braun Company. Station: WGAN, Portland, Me. Power: 5,000 watts. COMMENT: Wartime necessity led many sponsors down the institutional path, but many of these advertisers are finding that this same path is a short cut to sales. Department Stores YOUR PERSONAL SHOPPER 1om)\(| IL^wais. the Heironimus Company, Roanoke, Va., has used its WDBJ program. Your Personal Shopper as the basis of a careful experiment. And in every case, Your Personal Shopper has successfully passed ihe acid test. Mail and telephone response is received from a radius of 75 miles. The series, which began as two fiveminute weekly programs, was later expanded to two 15-minute programs. Results were such that several years ago Heironimus expanded the series to six quarter hours weekly. vStore buyers buy specifically lor ihe program, and department heads compete in presenting merchandise and sales stories of sufficient merit to be included on the daily schedule. Particularly successfully have been the results from the youth and household wares departments, and the Radio Table, a Saturday special value, is usually a sell-out. Series is written to appeal to both urban and rural homemakers, with homemaking tips, trend news and other topics of interest to feminine listeners the basis of the editorial content. Commercials evolve from the editorial content, with Saturday commercials used to advertise merchandise set up on special radio tables. These Saturday items are advertised only on this one-time radio announcement. Time is also gi\en to charities and other special events of general community interest. Also given a voice in the program are department heads, fur specialists, beatity consultants, other store personalities with newsworthy information. AIRFAX: With her entire time devoted to the program, Mary Daily scripts and delivers the program, also acts as a personal shopper. First Broadcast: 1935. Broadcast Schedule: Monday through Saturday, 9:00 9:15 a.m. Preceded By: Cooperative Program. Followed By: Oklahoma Round-Up, Monday through Friday; The Garden Gate, Saturday. Sponsor: Heironimus Company. Station: WDBJ, Roanoke, Va. Power: 5,000 watts. COMMENT: Consistency of effort is what, in the long rini, is one of the most important success factors. APRIL, 1947 • 137 •