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Local Radio Successful
Medium for Trade Group
Broadcast series creates store traffic, builds prospect lists and gives direct advertising benefits to menibers of the Southern California Radio & Electrical Appliance Ass'n., Inc.
by WILLIAM J. QUINN, managing director
SEVERAL MONTHS AGO wc Conferred with executives of KMPC, Los Angeles, Calif., with the thought of working out a radio program that would be beneficial to us as an "association builder," and to KMPC as an "audience builder." The idea for our present program, the Magic of Electricity came out of that huddle. As far as we can judge in this relatively short space of time, the series, which had its first airing on Sunday evening, January 19, is working out very nicely for every one concerned.
From the standpoint of the Southern California Radio and Electrical Appliance Association, Inc., the series is instrumental in building prestige for oinmcmbcrship.
Purpose behind series
Each broadcast stresses the fact that our association is a group of reliable business men, banded together for the ethical conduct of their particular type of business, and commercials cmphasi/e the point that the emblem of our association, displayed in the stores of oiu^ members, is a symbol of integrity and honest dealings.
We do not, of coinse, intimate in any way that dealers who are not members of our organization are other than reliable and honest, but we do give our members quite a build-up during the halfhour.
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We believe that this particular service to our members is paying dividends, and we have reason to believe that many listeners are making it a point to look lor the association emblem.
Broad general appeal
The program with which we are achieving our objective is a combination of recorded music with a contest angle For the nuisical portion, we stress selections with broad general appeal for Sun day evening listening.
The contest idea is not new, but I believe it is the first time it has been tied-in Avitli an association of our kind. On each program, various electrical appliances ait' awarded. To participate in the contest, the listener nuist obtain a registra
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