Radio showmanship (Jan-Dec 1947)

Department Stares FARM SHOW W^hen Sears, Roebuck & Co. wanted to acqtiaint the farm audience in the environs of Oklahoma City, Okla., of its separate Farm Store, it took to the air. That was back in 1943, and results from a transcribed feature convinced the sponsor that its experiment in broadcast advertising was successful. The following year it switched to a live talent shoW' which has been on the air continuously since then. Object: to reach farmers and stockmen, acquaint them with the location and merchandise of the Sears' Farm Store and its separate entity. Evidence that the program does just that was forthcoming w^hen Sears made a one-day announcement of calcium arsenate in 100-pound drums. Before noon the following day, the entire shipment had been sold. Calls continued throughout the week. Additional evidence: a weekly invitation, '7/ you can't get into town, just phone or write the boys at the Sears' Farm Store" never fails to produce telephone and mail orders. Talent consists of a hoe-down fiddle player, bass, accordian, electric and steel guitars, with musicians doubling in various combinations and combining to form a male trio. Popular music, western songs and information of interest to rural listeners make up the program content. A hymn is included on each broadcast. Mailpull hook: listener invitation for request numbers, although no concentrated effort is made for mail. Most of the items featured on the series are advertised with radio exclusively. Brief and to-the-point commercials arc the rule. Two commercials are used on each broadcast, with information the objective, rather than pressure sales. Featured items arc seasonal; i.e., brookers and baby chicks in the spring; hay mowers in the early summer; hammermills in the late fall and heavy equipment such as wagons and roofing supplies in the winter. During the war years, Sears used the series to inlorm farm customers of warscarce items a\aihil)Ie in limited su]>plies. Vital statistics: the Farm Show is preceded by Alex Dreier and the News, fol lowed by 7:30 A.M. News. As shown b) Industrial Surveys diary study, which gives Dreier 22.0, Sears' Farm Show 21.6, and the 7:30 A.M. News 25.2, with sets-inuse figures at 32.2, 31.8 and 36.4, the farm show maintains the listeners to whom it is beamed. AIRFAX: First Broadcast: 1943. Broadcast Schedule: Monday, 7:15-7:30 a.m. Preceded By: Alex Dreier and ttie News. Followed By: 7:30 A.M. News. Sponsor: Sears' Farm Store. Station: WKY, Olclalioma City, Olcla. COMMENT: Radio on a hit-or-miss basis produces hit-or-miss results. Planned radio, with a specific objective in mind, is quite another thing. For sure-fire results, the sponsor must know at the oiuset just what he hopes to achieve. Hatcheries MORNING HEADLINES What the Wright Hatchery does, it does right! Like the rooster, it's up early, and since 1939, its Morning Headlines has been the initial newscast of the WPAY day. Intended for the rural listener, this five-minute news summary fea tines outstanding highlights on the national and international fronts as a six-a-week service for farmers and early risers. Brief opening and closing credit lines, with one middle commerical, pack the sales punch for "Portsmouth's farm store with the Checkerboard Sign." AIRFAX: First Broadcast: September 29, 1939. Broadcast Schedule: Monday through Saturday, 7:00 7:05 a.m. Sponsor: Wright Hatchery. Station: WPAY, Portsmouth, O. Power: 250 watts. Population: 53,304. COMMENT: In terms of sponsor satisfaction with results from broadcast advertising, long-time sponsorship speaks for itself! 138 RADIO SHOWMANSHIP