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PUBLISHER-EDITOR
Marie Ford
EDITORIAL ADVISORY BOARD
Roger Clipp
F. Van Konynenburg
J. Harold Ryan
Horry Burke
Ben Strouse
Philadelphia
Minneapolis
Toledo
Omaha
Washington, D. C. Wilt Gunzendorfer
Lloyd E. Yoder
San Francisco
Denver
EDITORIAL OFFICE • 1004 Marquette, Minneapolis 2. Minn. Telephone BRidgeport 0181 Marie Ford. Manoger. (Business^ editorial and general office.)
COPYRIGHT • 1947 by Showmanship Publicotions, publishers of Radio Showmanship.
CONTEXTS
JULY, 1947
Vol. 8, No. 7
READERS WRITE 220
Does a teen-age show carry its weight? 221
L. H. Foster— It does, if integrated with an entire teen-age program, says the sales promotion manager. The Fair Store, Chicago, 111.
Programs transcribed for selected key markets 223
Carr-Consolidated Biscuit Co. finds this a successful sales formula.
Ear appeal outpulls visual stimulus 224
V. McCoLLUM— Aural appeals sells for Julian's Millinery, Waco, Tex., says the Southwest Advertising Agency account executive.
From 5 million to 55 million 226
Twin City Federal, Minneapolis, credits radio with major assist.
Volume, saturation radio 227
Jackson Brewing Company, New Orleans, achieves top brand identification.
Television : your new advertising medium 228
Eugene S. Thomas— Specialists predict new medium will be from 3 to lo times more effective than any now known, according to the president of the Advertising Club of New York.
Listener participation builds sales 230
Schiller Flower Shops, Chicago, 111., creates good will, builds store traffic and sales with broadcast medium.
Play-by-play sports good bet for local sponsor 232
Richard G. Oram— Rose & Sons, Warren, O., notes 25% direct business increase says WRRN's program director.
Radio advertises children's wear 234
Marie Ford-Au analysis of methods used to promote sales for infants', children's and teen-age wearing apparel.
The Open Mike 241
Charles PRiCE-Timeliness important success factor says the commercial manager of WDSU, New Orleans, La.
Airing the New — New program ideas 241
Showmanship in Action — Merchandising angles 243
Proof O' the Pudding — Results from radio 248
Showmantips — Ideas briefly noted 249
SUBSCRIPTION RATES: United States and possessions, $3.00 one year: Canada, $3.50. Single copies— 35 cents. Canada— 40 cents.
CHANGE OF ADDRESS should be reported to Radio Showmanship Magazine, 1004 Marquette, Minneapolis 2, Minn., three weeks before it is to be effective. Send old address with new.
JULY, 1947
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