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^^ Reprinted with permission of the editor from The Professional ^ Photographer Magazine, Vol. 14, Nos. 1616, 1617, 1618, Janu
ary, February, March, 1947.
Kadio Advertises
Portait Studios
Photographers who use radio successfully generally set out more on educational than on selling campaigns, with increased sales the byproduct, rather than the immediate goal. Result is more sales to more people in oft moments and odd seasons.
Bi) MAR/E FORD
AS THE YOUNGEST member of i the advertising family, radio is not as well known, generally, as the other media, and yet numerous portrait studios have taken complete advantage of the car appeal of radio to sell the public on the eye appeal of their product and service.
As Chris Schlechten of the ScHLECHTEN STUDto, Bozcmau, Mont., expresses it: "I believe that a constant application of new ideas in advertising as well as merchandising spell increased profits in the long run."
To build up increased interest in its products and services, the Schlechten Studio used a program. Candid Capers, on KXLQ three times a week.
A striking example of how this increased interest may be translated into sales comes from Nicholas Johns lon, San Francisco, Calif. It wasn't so many years ago that Mr. Jolnislon had his first experience with the bioadcisl niediimL the occasion being an interview with him
on a San Francisco station. As a result of that one broadcast, Mr. Johnston was able to trace $225 in direct business. It was enough to convince him of the power of radio, and he decided to make an investment in spot annoinicenients. Results were so satisfactory that within two years he was spending $30,000 a year in radio advertising.
Purpose of radio campaign
Most advertisers have to sell the pidjlic on their product. Not so with the photographer. The beauty and accei)tability ol portraits is generally appreciated, and little is to be gained in a campaign built on the use of portraits for special occasions and holidays. Most photographers ha\'e all the business they can handle at su( h special seasonal periods.
Photogiaphcrs who use radio successlully have generally set out more on an educational campaign than on a sellin<^ one. with increased sales the by-product,
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RADIO SHOWMANSHIP