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is featured in window displays in local stores.
AIRFAX: First Broadcast: February 4, 1945,
Broadcast Schedule: Monday through Friday, 4:30
4:45 p.m.
Preceded By: 1230 Club.
Followed By: Adventure Parade.
Sponsor: People's Stores.
Station: WAJR, Morgantown, W. Va.
Power: 250 watts.
COMMENT: Particularly when low cost and ease of production are considered, iccord shows with a request angle have proved very successfid for many advertisers whose objective was to reach as diversified an audience as possible.
Department Stares
DAVISON-PAXON TIME A pioneer in retail selling via radio, the Davison-Paxon Company, Atlanta, Ga., has been on the air every week-day morning for a quarterhour period over WSB for 1 1 years.
The only regular format of the program is in the manner in which it is presented, rather than in the actual continuity. Davison-Paxon Time opens with a musical theme, followed by an introduction of Enid Day, i.e.:
''It's 9:30 Davison-Paxon tiine. And here's the girl with a voice like a smile to bring you news from Davison's and all around the town. There's the latch at your radio gate (CLICK) . . . Come in, Enid Day."
For 1 1 years, Enid Day has wTitten an average of 3,000 words of script a day, and such names as Bob Hope, Bing Crosby and Joseph Cotton are not uncommon on her guest list. Public service is added to the editorial content through generous sharing of the store's time on the air with national, state and civic groups.
From the sales standpoint, Enid Day often mentions merchandise featured in newspaper advertisements, but her emphasis is on non-advertised products. Because the program is entirely of her own creation, she has no set rule in the selection of merchandise items to feature, and the store is hers from w^hich to choose. Continuity may include a dozen items or none at all.
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In the earlier days, before the sponsor was thoroughly sold on radio, Enid Day made frequent tests to determine the pulling powTr of the WSB program, with special items offered as radio specials. An a\erage of 90 per cent of the items were sell-outs, ^\^hat was even more impressive was the fact that when such items were offered, department sales doubled.
AIRFAX: Enid Day's formula for successful retail radio broadcasting is to be published by Fairchild Publications in the near futuie. First Broadcast: April 27, 1936.
Broadcast Schedule: Monday through Saturday, 9:309:45 a.m.
Preceded By: Honeymoon in New York. Followed By: Tropical Tempos. Sponsor: Davison-Paxon Company. Station: WSB, Atlanta, Ga. Power: 50,000 watts.
COMMENT: For the most part, its the sincerity and enthusiasm of the featured announcer which accounts for the tremendous pulling power of progiams of this kind. Both qualities enable the commentator to give a new^ and dramatic appeal to what might otherwise be a dull item. It's an approach that can't always be favorably measured in terms of high listener ratings, but w^hat such programs sometimes lack in the size of the audience is more than off-set by results, saleswise and institutionally.
JUNE, 1947
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