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perience in network radio, assures him, and Northrup, King, a heavy Eastern Iowa farm audience.
Future radio plans follow this same reasoning: go into the medium when the time is right and the market warrants a good radio budget . . . buy the most appropriate program or schedule available, or build your own . . . and stay with it, not for weeks or months, but for years.
Then, radio can work for you, can bej your star salesman, your merchandising leader, your greatest promotion "piece," and your direct, friendly link with the people whom you expect to buy your products.
This is the "radio rule" of Northrup, King. It's agency, Olmsted Sc Foley, Minneapolis, agrees that this rule is sound . . . and puts it to work.
Kepeat Basic Appeals for Commercial Effectiveness
Repetition of name and creed told with variations the basis for $20,000 annual radio budget built up for past 23 years for Axelrad Furniture S Carpet Company, Salt Lake City
by GORDON CROWE, president, Cooper g Crowe Advertising Agcy,
WHEN THE Axelrad Furniture and Carpet Company, Salt Lake City, Utah, started using radio, the great transmission channel of entertainment was still in its infancy. As a matter of fact, radios were a luxury in those days, and the man who owned a crystal set was considered quite a prosperous citizen. To be exact, Axelrad's Furniture and Carpet Company's first spot announcement appeared on KDYL in 1924, one of the west's pioneer stations. And here's how that spot announcement sounded exactly 23 years ago:
ANNCR: Shop at Axelrad's, where you ALWAYS shop to advantage. Yes, Axelrad's Furniture and Carpet Company, conveniently located in spacious modern quarters at 255 South State in downtown Salt Lake City, bring you high-styled, high quality furniture at consistently moderate prices. Axelrad's low economies of operation plus huge
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sales volume make this possible. So remember, shop where you always shop to advantage, >it Axelrad's Furniture and Carpet Company, 25 T South State!
Today, more than 23 years later, aoi may tune any one of Salt Lake's Ion major stations and in essence, you'll hciHj this very same commercial.
Repetition success keynote
Axelrad's owners, A. Z. and Sam Axel rad, have followed the same sound prin ciple in radio advertising through th years: repetition of name and creed, tol( as many ways as possible, but still con veying the same message ... it will pa off. And it has. From a few hundred dol lars a month in 1924, Axelrad's now ha a yearly budget for radio of close td $20,000 . . . rnade possible only througl
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