We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
1-Day bales Concentration Sells Wearing Apparel
Unique air dominance for Ed Mellon Co,, Charlotte, N. C. clothier achieved with Sl-week contract for 105 minutes each Sunday
DOMINANCE OF THE PRINTED medium is established retail practice, and stores that wish to appear big and good use a heavy concentration of newspaper advertising to create this impression.
While the relative positions of the various firms within each community have been well established in terms of display space, dominance of the airwaves is yet to be established in most markets. This, in spite of the fact that concentration of time has as much to recommend it as concentration oi space.
One retailer who puts the theory of air dominance into practice is the Ed Mellon Company, Charlotte, N.C. Tom Shelton, Mellon president, James A. Turner, vice president, M. I. Moffat, advertising manager, and George Stanback, general manager and buyer, were convinced on the l)asis of long experience with radio in the Southeast, that radio sold merchandise. Ihey were also convinced of the importance of using enough airtime to make the firm felt on the airwaves.
Campaign meets local conditions
In appraising the situation, the sponsor considered its needs and purpose in the light of local conditions.
Situated as it is in the heart of what is ( ommonly known as the Bible Belt, Charlotte has the largest church-going population per capita of any city in the world, with the exception of Edinborough, Scotland. Sunday sports and amusements are l)anned. For most people, the principal
Sunday entertainment is listening to tluradio.
Therefore, Sunday airtime made sense to the Ed Mellon (Company.
However, as clothiers for men, women and boys, the firm had a large target at which to aim. Wisely, Mel Ion's didn't expect any single program to reach its widely diversified audience, and in line with the theory of air dominance, MelIon's began a campaign on June 1 which now includes four different programs.
It didn't go into this one-day concentration of airtime on an experimental, short-term basis. The original contract for one and a quarter hours of Sunday airtime over WBT has already been expanded to one hour and five minutes, with the contract on a 52-week basis.
Appeal to specific audiences
Each program is timed and directed toward certain age groups and listener types. Fun with the Funnies, 8:30-8:45 a.m., the lead-oft program, is directed toward the younger members of the family. From 12:00 (noon) to 1:00 p.m., Mellon's brings the music of Guy Lombardo to the family dinner table, with old and new tunes carefully selected to appeal to the entire family group.
A quarter-hotir musical program for teen-agers, with the music of Frankie Carle is what is offered WBT listeners at 5:45-6:00 p.m. With the music of Wayne King and his orchestra, 2:30-2:45 p.m..
SEPTEMBER, 1947
• 297 •