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district, some 24 squares from the heart of the city, Cooey-Bentz originally used newspapers and direct mail to let Mr. and Mrs. Public in on this important sales fact. Both were effective, but neither gave the store complete coverage of all the families in this widespread trading area.
When WW'VA took to the air in 1926, store officials felt that here was the very medium needed for its particular sales problem, and Cooey-Bentz became WWVA's second commercial advertiser on a program basis. That was the beginning of what now stands at 21 years of consistent broadcast advertising.
Record programs were originally used, and both record shows and live musical broadcasts have been successful. How^ever, other types of programs have also been effective. For example, in December, 1940, Cooey-Bentz launched a fastmoving telephone quiz, Cooey-Bentz Calling, and this WW^VA feature has proved to be extremely successful. It is still on the air. It still produces sales.
For example, one woman who won an $18.00 merchandise award for correctly answering the telephone question of the day purchased $180.00 worth of furniture, using her merchandise gift certificate as a partial down payment.
The program also is very popular among listeners, as evidenced by the fact that one woman who correctly answered a cjuestion recei\ ed 30 congratidatory telephone calls from friends and listeners between 7:30 p.m. and midnight. It's results of this kind that have definitely established radio as an advertising force for the CooeyBentz Company.
^Vhen, on May 2, 1941, WKWK made its debut in AVheeling, it too was added to the Cooey-Bentz schedule. The store became the first commercial advertiser on WKWK first with spot announcements, then with news and \'ari-type programs. In contrast to WAVVA's 50,000-watts, which gives the firm statewide co\erage, \\^K\\'K is designed for local coverage, and Cooey-Bentz feels that both outlets are required for the effective penetration of the market.
The firm still uses newspaper space, direct mail and billboard promotion, but radio has definitely solved many of the merchandising problems for "Wheeling's Golden Jubilee Store." Under the guidance of general manager, Charles L. Kettler and directors, the store will continue to "make it go with radio," and the store plans to be the first paying advertiser on local FM operations.
riVl Solves Sales Problem
To reach quality clientele, combat shift in trading center, Fourth Street Area merchants sign BO-month contract for 90minutes of Sunday evening time on WLWA, Cincinnati, O,
How IM radio came to the rescue, solved a tough merchandising problem, is the story of the Fourth Si reel Area Merchants Association, Cincinnati, ().
14ie highly specialized shops and quality shojiping centers of the area are removed from the (^hio river by a mere foiu' blocks. In that limited area, a number of
!)usinc'sses (onnetted with ri\er shipping lia\e nourished, and as these businesses l)egan to encroach on the retail establishiiRiUs, tlie Association felt that drastic action was in order. An Urban RedeNelopment Bill promoted by the Association failed to pass the slate legislature. I'he situation was complicated by the
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RADIO SHOWMANSHIP