Radio showmanship (Jan-Dec 1947)

PROOF 0' THE PUDDING Results based on sales, mails, surveys, long runs and the growth of the business itself. Department Stores DOWN MEMORY LANE Can one program sell any type of merchandise carried by a department store? It has for Falk's, Boise, Idaho, and it's decision to use a single program for multiple purposes was a continuation of its use of radio over a period of years. Each 30-minute KIDO broadcast is devoted to some one Falk department, ie, men's wear, accessories, or furs, and all commercial copy is centered around that one department. Using KIDO exclusively in Boise, Falk's has long used radio, but in taking on Down Memory Lane it put all its eggs in one basket, discontinued all other radio advertising (which had included one food show and two news commentaries). Previously, radio has been used as a supplementary advertising medium, and the success of its use of newspaper advertising is indicated by the fact that it won first prize in the last NRDG advertising contest for its newspaper displays. With Down Memory Lane, the firm experienced the power of radio as a direct selling medium, and one program devoted to suits in Falk's Men's Store sold |600 in those particular suits that same day. What's more, the series indicates that a locally produced show can more than hold its own against network competition. A recent Conlan survey not only gave Down Memory Lane more than one per cent more listeners than either the preceding and following shows on KIDO; it gave the program three times more listeners than a network program heard in the area at the same time, and ten times as many listeners as a musical pre gram of local origin heard on anothe station. Down Memory Lane is a combinatioi of transcribed melodies that bring bad memories with highlights of local, na tional and international news throug] the years. Example: ANNCR: "On Nwember 8, 1931, Idaho got the headlines when a 23 year old Washington youth got into Senator Borah's study in Washington and threatened his life. Senator Borah handled the situation in his typical manner by simply ordering the youth out. The youth departed and was later picked up by the police and held for examination. . . . Ralph Capone, brother of Al Capone and Public Enemy Number Three in his own right, began serving a prison term for violation of the income tax laws. . . . In Boise, the Scottish Rite state convention was in session. . . . Falk's Music Salon presented a free concert featuring Leo Ayres playing Marimba and Vibraharp selections with the Boise Piano Accordion Club. . . . Washington State made a last minute kick and defeated Idaho 9 to 8 in a hard fought battle. . . . And everyone who had a phonograph had the latest record bv Bing Crosby of the new hit, "Just One More Chance." MUSIC: JUST ONE MORE CHANCE Commercials are presented in the con versational style with a man's and woman's voice. Complete details relativi to colors, sizes, styles, prices, etc., ar given about each piece of featured met chandise. Series was planned by Arthur Oppen heimer, formerly of Bloom ingdales' New York City, now merchandising man ager for Falk's, in conjunction will KIDO continuity director. Wilder Wylie Using the store name of Kathryn Kane Laura Rottier is featured on the broad' casts. AIRFAX: First Broadcast: October, 1946. Broadcast Schedule: Monday through Friday, 10:OC 10:30 a.m. Sponsor: Falk's Department Store. Station: KIDO, Boise, Idaho. Population: 160,000. COMMENT: In markets where busines volume does not warrant programs fo; the promotion of specific store departi ments, retailers are finding that adaptal tions of the beamed technique are pro" ductive in terms of sales and store traffiCj Adaptation here is successful becaus(j (1) each broadcast is devoted to some cm specific department, and (2) enough time is given to sales promotion for that par ticular department to induce immediate listener reaction. • 248 • RAPJO SHOWM A NSHIl