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PUBLISHER-EDITOR
Marie Ford
EDITORIAL ADVISORY BOARD
oger Clipp . Van Konynenburg Harold Ryan orry Burke sn St rouse
Philadelphia
Minneapolis
Toledo
Omaha
Washington, D. C. i\\\ 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.)
} jOPYRIGHT . 1947 by Showmanship I ' Publicotions, publishers of Radio > ; Showmanship.
CONTEIVTS
OCTOBER, 1947
Vol. 8, No. 10
Santa ups sales 328
An RS Analysis— Format is easy to produce, offers sponsor maximum merchandising opportunities at low cost.
3 Million for local time 331
Morris B. Sachs Co.— With $156,000 its current annual expenditure, this Chicago clothier has spent over 3 million dollars since 1934 in local air time.
Promotional follow-througrh for toy promotions 334
Wolf & Dessauer— How this Fort Wayne, Ind. department store, others, supported a Christmas radio series with all-out promotion.
Outside of shopping center 337
Wm. J. Hackenberg— The head of its advertising agency tells how radio has created store traffic for the Cooey-Bentz Co.. Wheeling, W. Va. furniture store.
FM solves a sales problem 338
Merchants' Association— To combat shift in trading center, Fourth Street Area merchants, Cincinnati, O., sign 30-month contract for WLWA time.
Special events profit from air support 340
Stone & Thomas— High institutional value in year-round radio combined with special events promotions for this Wheeling, W. Va. department store.
Wins audience at low cost 342
Little Potts Co.-With Hooper rating of 17.5, a low-budget program sponsored by Baltimore furniture store outranks local programs broadcast between 8:00 a.m. -8:00 p.m.
Greetings via 1-time shots 343
An RS ANALYSis-One-tirae holiday programs personalize greetings to customers, create good will.
Merchandising hooks make Mrs. Santa a selling format 344
An RS Analysis-Ncw Christmas character gives an original twist to Christmas promotions.
Dealers boost radio-appliance sales with radio ; ' V " « ' j'^^
CBS Analysis-CBS analysis based on a survey made by Radio and Television Retailing, with 1306 dealers represented.
Christmas Promotions — Holiday merchandising ideas 351
Christmas Tips — Programs briefly noted 353
Holiday Program Availabilities— Syndicated programs 354
Showmanship in Action— Merchandising ideas 356
Showmantips — Programs briefly noted 358
SUBSCRIPTION RATES: United States and poss«Bsions, $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.
I'CTOBER, 1947
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