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Phyllis Webb Soehl ng the store name, "Joan > rray," she does the Notes UMusic commentary, is also onager of the Maas Brothe radio advertising divi
s 1.
Almost without talent or production costs, this cast, with all-out store cooperation and WDAE assistance, received second prize in the nation for programs by retail stores in the "large volume" classification, for its Melody Matinee for teen-agers.
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last year, chalked up a $ 1300-day this )ear. Not bad.
The spot announcements, except for one 4:00 p.m. Sunday spot on WFLA, are broadcast over WTSP and WSUN in St. Petersburg, where Maas Brothers expects to open another store in late 1947.
In all cases, in its radio endeavor, Maas Brothers makes use of the beamed technique; that is, it first selects the audience to be reached, then buys time and programs best suited to that purpose. The follow-through confines each program to a specific division in the store so that the effort is not spread too thin to do a job. Skipping from department to department during a week is a hit-andmiss proposition, and this store finds that emphasis on one department for a week at least is better planning and brings better results.
Just as newspaper advertising plans are drawn up in advance, so is radio time allocated in advance, and each buyer receives a copy of these plans, so that she may merchandise as carefully for radio as she does for newspaper. All scriptwriting for Maas Brothers is done by the store's own radio advertising division, which consists of the manager and one assistant, and deadlines are strictly observed, with time allowed for possible revision and for buyers' okays. Copies of scripts featuring "name" merchandise are also sent to manufacturers, which, in
MAY, 1947
turn, helps the buyers and the store as a whole.
At the last convention of the NRDGA in New York, Maas Brothers' Notes To Music was awarded a certificate of merit, and Melody Matinee was awarded second prize in the nation for programs by retail stores in the "large volume" classification. The citation particularly stressed the fine cooperation in production of Melody Matinee which the store receives from the WDAE staff. Operating almost entirely withoiu talent costs or other monies to splurge in production, both the store and AV^DAE have been able to do a consistent pulling job with this program since its origination two years ago. Each store was allowed to enter two programs in the contest.
In all of its radio activity, with the exception of Specially For You, Maas Brothers coordinates its radio advertising with newspaper advertising, window displays and fashion shows, thus presenting a solid front to the consumer and getting across the impact of an idea through all of its advertising media. But it's still true that what people hear, they remember, and when Maas Brothers keeps saying over and over, through radio, "Maas Brothers oj Florida, in downtown Tampa— Central Florida's largest department store"— it becomes a slogan that sticks. Ask a native. She's convinced!
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