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PUBLISHER-EDITOR
Marie Ford
EDITORIAL ADVISORY BOARD
.oger Clipp , Van Konynenburg Harold Ryan arry Burke in Strouse
Philadelphia
Minneapolis
Toledo
Omaha
Washington, D. C. ^ilt Gunzendorfer
oyd E. Yoder
San Francisco
Denver
HTORIAL OFFICE • 1004 Marquette, Minneapolis 2. Minn. Telephone BRidgeport 0181 Marie Ford, Manager. (Business, editorial and general office.)
)PYRIGHT . 1947 by Showmanship Publicotions, publishers of Radio Showmanship.
CONTEXTS
AUGUST, 1947
Vol. 8, No. 8
Buy time wisely to do effective selling job 257
James D. McTicHE-Olmsted & Foley radio director cites Northrup, King & Company, Minneapolis, as an outstanding example.
Repeat basic appeals for commercial effectiveness 258
Gordon Crowe— Cooper and Crowe Adv. Agcy. president illustrates point with experiences of Axelrad Furniture & Carpet Company, Salt Lake City.
Facsimile offers advertiser timeliness and permanence 260
C. L. Thomas— The future advertising potential of this new service is surveyed by the general manager of KXOK, St. Louis.
Variety essential for long: range planning 262
Enid Day— Some tips for retailers based on the author's successful program for Davison-Paxon Company, Atlanta.
Food flashes sell groceries, perform public service 264
Fisher Brothers Co.— After ten years away from medium, Cleveland firm attributes expansion to current coordinated radio-newspaper campaign.
Symphonic orchestra builds prestige and sells trust service 266
Chicago Title & Trust Co.— Weekly program principal element in its public relations plan.
How a grocer boosts sales, ups store traffic 268
California Markets— New twist performs 4-fold purpose for Evansville, Ind. grocer.
Titles build listeners, aid in sponsor identification 270
An RS Analysis— If it suggests editorial content, listener appeal or sponsor credit, it's doing the job it should do.
A department store departmentalizes radio 272
Richter's— Institutional and departmentalized approach in combination successful for this Laredo, Tex. firm.
How to produce sales results on small radio budget 274
Shoemaker Appliance Co.— Spot announcements establish new firm in Shenandoah, la, market.
A pledge to Mr. Sponsor 275
Norman A. Gittleson— What it takes to produce results for advertisers on small stations is told by the sales promotion manager of WGKV, Charleston, W. Va.
Airing the New — New program ideas 278
Johnny on the Spot — Successful spot campaigns 280
Proof O' the Pudding — Results from radio 281
Showmanship in Action — Merchandising ideas 284
SUBSCRIPTION RATES: United States and possessions, $3.00 one year; Canada, $S.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.
GUST, 1947
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