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Uepartment Store Finds News A'l Sales Medium
Spots and programs m combination on both Binghamton, N. Y. stations sell items, merchandise groups, departments and store itself for Fowler, Dick & Walker, Inc.
by RUTH M. FOX, advertising manager. Fowler, Dick & Walker, Inc,
IN THE EARLY, vourguess-is-as-good-asmine years of using radio as a department store advertising medium, it was strictly a "keep your name before the public" impulse and a good will gesture toward a local industry that led Fowler, Dick k Walker, Inc., Binghamton, N.Y., to use the broadcast medium. Any incidental benefits from the point of view of store traffic or sales were written off as gravy.
Then came the war. And with the war, came shortages in every phase of business activity, including the lifeline of department store advertising . . . newsprint.
What to do? We did just what thousands and thousands of other retailers did. We rushed to radio. To our siuprise, we found that radio could sell items, could sell merchandise groups, could sell departments, could sell Fowler's.
Planned radio productive
VV^ith conditions reluming to what we fondly call "noinial" in competition and merchandising, we now ha\e 2\ spcjt announcemeius and three programs cli\ idccl i^etween our two local stations, \\'I\R and VVNBF.
This radio time was painstakingly weighed, considered and selected with reference to si/e and type of audience. Fac h second was given attention.
We have certain rules for writing itemselling script that are followed very closely in all our commercial copy: (a) the introduction that catches the ear, paves the way to; (b) the smooth presentation of the item that offers; (c) any number of benefits in quality, style, performance, or wear at a; (d) definite price in; (e) a definite department at; (f) Fowler's, ''Binglunnton's largest department store.''
Other Articles About Neivs Programs for Retailers
Retailer Station and City
C. E. Chappell 8C Sons WAGE, Syracuse, N. Y.
Back in 1940 sponsor first discovered how eflecti\e radio, properly used, could be. lodaN, its major radio ellort is a 15 -minute, five times a ^\eek noontime newscast sponsoreti continuously since July, h)}^. Bolli for specific items and for store departments, the series does an excellent merchandise selling job.
I<niu(n\. "j-fj, l> 6
Ketdiler Station and City
Kaufmann Department Stores WJAS, Pittsburgh, Pa.
I WO news broadcasts daih , same sponsor, same station, same program, same newscaster since jaiuiary 1, 1935. For institutional and sales elfecliveness, the sponsor (1) a\()ids duplication of newspaper or direct mail advertising, (2) adapts (onnneicials to the type of audience ancl (3) appeals to the largest possible listener group.
March, kj^^, p. S^
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RADIO SHOWMANSHIP