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Coordinate and Merchandise Radio With All Other Media
With beamed technic\ue as basis for its radio schedule, Maas Brothers, Tampa, Fla. department store, effectively reaches diversified audience with 15 programs, supplemented ^ by 12 spot announcements on regular weekly schedule
by PHYLLIS WEBB SOEHL, manager, radio advertising division
M
aas Brothers of Florida, ui downtown Tampa, Central Florida's largest department store," a member of the Allied Purchasing Corporation, stuck a test toe in the unknown waters of radio 'way back in 1930, with flash announcements for special events. In 1942, the water seemed a little warmer, and this store ducked in a little more for 13 Christmas programs. In March, 1943, it got ready for a real swim by contracting for three 15-minute periods a week, for a woman-appeal program. Notes To Music. In early 1945, the waters were found inviting enough for a thorough-going swim, and Maas Broth.^iERs plunged into radio as one of the largest users of this advertising medium in the retail field in Florida. ?« At this same time, working in conjunction with Allied's radio and tele\ision director, Walt Dennis of New York, Maas Brothers originated its own radio advertising division with headquarters in :ib^[the store, and stepped up its programs to n?|12 a week. At this writing, it has 15 prolyl grams and 12 spot announcements on a regular weekly schedule. These are supplemented during special events by addiintional spot announcements.
Notes To Music, regarded as the pres
HlflHAAY, 1947
tige program for the store, is broadcast Monday through Friday, over two local stations simultaneously; that is, it originates from WFLA, and is broadcast by remote control from WDAE. Using the Allied formula of beamed technique, this program, heard from 10:15 to 10:30 a.m., is designed to reach the homemaker while she's "doing up the housework" for the morning, and before she leaves for town.
It consists, usually, of three transcribed popular or semi-classical tunes, about two minutes of commercial, and a story of interest to women, generally on the humorous side. It strives to keep abreast of civic endeavors, giving publicity to the coming events of worthy civic enterprises. Quite often, visiting celebrities are interviewed, and the whole tone is an informal, over-the-fence approach.
Commercially, Notes To Music usually talks about current fashion trends, spot-lighting promotion items, and endeavors to keep the local woman informed as to what she should look for when she goes to buy. This program promotes only fashion departments, ready-to-wear, cosmetics, handbags, shoes, millinery. That it pulls is evidenced by checked sales, listener mail and telephone calls.
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