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rchandising by Radio
Black S White Stores, 3-state junior departmerit store chain, decides 10 years ago to divert most of ad-budget to radio, novo has schedules on IS stations in 10 cities, still finds radio least expensive mass medium with maximum flexibility
tern was followed. Although some of the locations did not have radio stations, the towns were close enough to each other so that one store could benefit from the advertising of another.
Tie-up with new stations
When radio stations do open up in those towns where there are Black & White Stores, the local citizens are in for a real treat. In 1946, for ^example, when WCMA first went on the air in Corinth, Miss., the local Black & AV^hite Store celebrated with WCMA Days, three days of values advertised only on the new station. Appropriate store decorations backed up the promotion and windows featured radio material of interest to passerby. This same tie-up effort has been made in several other locations. All have met with outstanding success.
In towns where there is only one station, the problems of audience selection, time selections and broadcast frequency are reduced to simple terms. The whole town is a B 8c W customer. Therefore, the answer lies again in selecting those times which will reach the greatest audience with programming that will maintain its interest. This format is spiced with season-varied spot announcement schedules.
For the most part, programs are built on transcriptions with the introduction of some phase of audience participation. In some instances, requests for music are solicited, either by telephone or through the mails. Telephone quizzes are conducted in others. \Vhere conditions are favorable, hill-billy talent contests are conducted. Or, if local programming allows,
network cooperative news programs are used. In all cases, every effort is made to merchandise the programs by inviting listeners into the stores for contest-applications, prizes, etc.
Because of the extent to which radio is used, the company has found it profitable to produce its own one-minute and chainbreak transcriptions. These spots, produced in conjunction with Kuttner and KuTTNER, Chicago, 111., our agency, are in two forms: jingles and dramatized situations. Merchandising problems make it necessary that these transcriptions be institutional in nature except in instances where chain-wide special promotions are held, and specific items can be sold, in which event special spots are cut.
De-centralized schedules
Most of the copy used on all stations is prepared by and sent from the home office in Memphis. However, the managers of each store have complete jurisdiction over the scheduling of the copy and can add or subtract to suit their own needs. Where additional copy is required, the managers work with the continuity departments of their local stations.
As in 1938, the Black & White Stores today strive to sell more merchandise at lower costs— even more so to maintain war-years volumes. Today, although our goals are tempered by closer controls, continuing research and experimentation, radio is still in the driver's seat and continues to receive most of our appropriation. For us, radio is still the least expensive media which allows us the greatest flexibility.
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