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PUBLISHER-EDITOR
Marie Ford
EDITORIAL ADVISORY BOARD
oger Clipp . Van Konynenburg Harold Ryan lorry Burke en St rouse
Philadelphia
Minneapolis
Toledo
Omaha
Washington, D. C. ^ilt Gunzendorfer
loyd E. Yoder
San Francisco
Denver
DITORIAL OFFICE • 1004 Marquette, Minneapolis 2, Minn. Telephone BRidgeport 0181 Marie Ford, Manager. (Business, editorial and general office.)
OPYRIGHT . 1947 by Showmanship Publications, publishers of Radio Showmanship.
COXTEIVTS
SEPTEMBER, 1947
Vol. 8, No. 9
How retailers increase profits from radio 292
Columbia Broadcasting System Analysis— 202 typical department stores, 74 specialty stores give the answers, NRDGA collects and compiles.
1-Day sales concentration sells clothing: 297
Ed Mellon Co.-Unique air dominance achieved with 105 minutes of Sunday airtime in Charlotte, N. C.
Women good sales target for men's wear 298
Grafton & Co.— Men's store in Hamilton, Ont., beams its radio campaign to feminine listeners with excellent results.
Base juvenile sales appeal on sound entertainment 300
Dorothy A. Kemble— A 5-point plan for juvenile entertainment presented by the director of continuity acceptance. Mutual Broadcasting System.
Juvenile series with emphasis on public service ups flour sales. .302
BvERS Flour Mills— Results from campaign begun in 1934 leads Camrose, Alb. miller to increase coverage to 1 1 -station area.
Department store finds news A-1 sales medium 304
Ruth M. Fox— Spots and programs in combination sell items, merchandise groups, departments and store itself says the advertising manager of Fowler, Dick & Walker, Inc., Binghamton,
N.Y.
Changes time schedule to exploit various audiences 308
Moskin Stores, Inc.— Varied audience appeal keeps mail pull up, creates store traffic for the Huntington, \V. Va. outlet of this 104-store chain.
Radio builds department store prestige 310
Frankel Clothing Company— Service to the community basic in store policy for this Des Moines, la. retailer.
Airing the New — New program ideas 312
Proof O' the Pudding — Results from radio 314
Showmanship in Action — Merchandising and promotion 317
Showmantips — Programs briefly noted 321
SUBSCRIPTION RATES: United States and possessions, $3.00 one year; Canada, $3.50. 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.
EPTEMBER, 1 947
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