Radio showmanship (Jan-Dec 1947)

It's a gala and fun-filled affair at the annual Sachs Christmas Amateur Hour broadcast from the stage of the Civic Opera building. 5 IVlillion for Local Time *^mce 1934, the Morns B. Sachs OotWmg Store, Chicago, III, m$ spent more than 3 n^illion dollars for air time, with JI56,000 its current annual expenditure; amateur show now n I4th year is top item in radio advertising budget IMAGINE, IN YOUR MINd's EYE, a clothing Store located four blocks from the iiain shopping district on the southwest ;ide of a large city. Suppose that the store landles six million dollars a year in sales Old does eight times more business than my store of its size in the country. That itore would bear a direct resemblance to he Morris B. Sachs Clothing Store, Chi:ago. 111. The store annually sells $1700 worth )f merchandise per square foot of selling >pace. Mr. Sachs' profitable theory has always )een that a person's ears extend further han his eyes, and he makes practical ap>Hcation of the observation with his curcnt allottment of $156,000 annually for local radio programs. His business faith in radio, which began in the crystal set and earphone days, is manifest also in the fact that during this period, he has spent more than three million dollars for local radio time. Morris B. Sachs, the man, is 50 years old. He emigi^ated to the United States from Lithuania in 1910, shortly after his thirteenth birthday. Immediately he went into business for himself as a house-tohouse peddler with his wares strapped to his back. As his line and his sales expanded, he bought a horse and wagon. It was in 1919 that he opened a 16 by 50-foot street-level credit-clothing store at his present location. Astounding Chicago's poorer classes OCTOBER, 1947 • 331 •