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rlay-by-Play Sports Good
Bet for Local Sponsors
25% direct increase noted by Rose % Sons, Warren, 0. men*s store, in its sponsorship of school games, with increased game attendance a recommendation for school authorities
by RICHARD 6. ORAM, program director, WRRN, Warren, Ohio
MAY 1st marked an anniversary for one of the most progressive and successful men's stores in the thicklypopulated, highly-competitive Warren, Ohio area. Rose & Sons, under the management of Gus Orwell. The anniversary marked five and one-half years of consistent radio advertising for this store, coinciding with five and one-half years on the air for WRRN.
Unfamiliar with the place of radio in his advertising budget, Mr. Orwell nevertheless decided to experiment with the medium when it came to the community. The fact that Rose & Sons has not been off the local air since, and has consistently increased its use of time, speaks for itself of the results in both increased business and in good will.
The tie-in of sp>orts events with a men's store is not in itself an unusual story— but satisfactory results and the satisfaction of the manager is a story that points up the fact that "consistently careful programming, consistently used, cannot fail."
It began with spot announcements and after noting with satisfaction the good results of wisely placed spot announcements. Rose & Sons decided to augment these spots with a series of programs.
Favorable public response
In 1944 the station convinced school authorities that the already high interest
in high school football could be increased by broadcasts of the games and obtained permission to bring the listening audience a play-by-play description of two of the main games on the fall schedule that year, with Rose & Sons as sponsors. Comment was so favorable from the general public and so outspokenly so among the sportsmen who came into Rose & Sons that Mr. Orwell was immediately anxious to sponsor similar broadcasts the following season. The 1945 season saw Rose & Sons sponsor the two biggest home games, broadcast directly from the stadium, and before the season was over it had signed up for the entire 1946 schedule of games. Because of nighttime network commitments the play-by-play was transcribed and re-broadcast at 11:00 p.m. the night of the game. By way of extending the play-by-play coverage, the firm broadcast the Saturday night local basketball games in the 1946-47 season.
During the games the color man read five to six merchandising announcements in addition to references to Rose & Sons made during the games by both play-byplay and color men.
Good will and sales in combination
The commercial format was a combination of good will and sales. One of the announcements always featured the store as a whole. The remaining annovmce
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