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WHILE retailers have come more and more to the opinion that considered and consistent use o£ radio represents a productive advertising medium, how })est to make effective use of broadcast facilities is still a moot point.
Richter's Department Store, Laredo, Texas, exemplifies one successful approach to the problem.
Three generations ago, when August C. Richter founded the store, he instituted what was then an imhcard of "one price policy" which eliminated what was at that time customary haggling between customer and retailer. This consistent one price policy, ''Richter's, El Precio Fijo," is still a store slogan, and sons and grandsons still carry on in the same progressive tradition that made the fnm a leader three generations ago.
^Ihe store's advertising policies have been as progressive as its merchandising, and Richter's consistent use of radio for both institutional and sales purposes exemj)lifies this spirit. What adds even more point to iJie story is the fact that the facilities of KPAB are used to good ad
ni
A Departmd
vantage not only by the department store itself, hut its two leased departments, millinery and shoes, are also consistent users of the broadcast medium.
Radio for the store itself
(Program Selection) Richter's has used programs in combination with spot annoinicements to achieve maximum sales and institutional value, and since KPAB became a Mutual affiliate, Richter's has consistently sponsored a network cooperative program.
During the war years, the urgency of world events prompted it to buy a 15minute co-operative new^scast. Its current netw^ork co-operative show is Kate Smith Speaks w^hich made its debut on Jmie 23, with Carlos Richter and brother J. James Richter, co-owners of the store, backing up the new offering w^ith such pre-broadcast promotions as spot announcements and a store window display featuring copies of Kate Smith's autobiography, pictures and time-and-station data.
In addition to sponsorship of network co-operatives, Richter's has supplemented this schedule with niunerous spot announcement campaigns to highlight sales. Special "beamed" 15-minute local and transcribed shows are also used, along with seasonal promotions.
For example, as a seasonal promotion, Richter's installed a Santa Claus in the store last Christmas, and his conveisations with the children were broadcast over KPAB every day for the month preceding Christmas. The thing that dis-l tinguished this Christmas feature from the usual Santa C^laus broadcast jironio lions was the fact that this was a bilin gual Santa Claus. It was an innovatioi which met with inunediate listener re spouse, in that a large proportion ol Laredo people speak both English and Spanish, and Richter's, located as it ii on the border, also ])ulls many of its cus tomers from the Mexican side.
(Commercial Continuity) Richter
RADIO SHOWM ANSH IE