Radio showmanship (Jan-Dec 1947)

Types of Programs While dealers report success with all types of programs, there is a marked preference for recorded music, with 65% using this type of program. The Frederick Appliance Company, Frederick, Maryland, illustrates the point. Its half-hour Victor Varieties, broadcast over WFMD, on a once-a-week schedule, has been remarkably successful. Each program features RCA Victor records from the Frederick Appliance Company, and the program is used to sell Victor records. (See Radio Showmanship, July, 1946, p. 238). Modern Radio Sc Appliance Company, Savannah, Ga., used the same approach in its three times weekly Battle of the Baritones over WSAV, and in record time the series established itself as a good mail puller and creator of store traffic. (See Radio Showmanship, July, 1946, p. 238). Newscasts are also popular with dealers, with 18% using this type of program. However, 17% use a variety of program types which includes man-onthe-street broadcasts, old time music quartettes, sports broadcasts and a great variety of other types of programs. Merchandising and Promotion To call attention to radio broadcasts and to supplement them, 30% of the dealers use local newspapers. Window and interior displays are used by 14.6%, and 5% use direct mail. An example of the direct mail approach comes from the Electric Shop, Inc., Cleveland, O. When it took on sponsorship of Junior Showboat over WHK, it sent 3,000 letters to ( ivic leaders announcing its sponsorship of this amateur talent show. (See Radio Showmanship, February, 1941, p. 65). Interstate Electric Company used newspaper advertisements, dealer display cards and personal appearances of the featured announcer for promotion. Remote broadcasts from llic store and contests with registration at the store also represent effective merchandising promotion. The Frederick Ajjpliance C^ompany staged its broadcasts from a store window. To cieate dealer store tiaflic, in connection witli its KMPC piogram, Magic of Electricity, the Southern (^aliforma Radio unci Flccliicil Appliance • 350 • Association used a recorded music program with a contest angle in which electrical appliances were the prizes. Registration blanks were available from all member stores. (See Radio Show^manship, June, 1947, p. 186). These various devices give emphasis to the value of adequate promotion and merchandising in connection with a broadcast campaign. Such activities payoff in increased listening audiences, and it's audiences that build sales and store traffic. When to use radio The dealer's purpose in going on the air, his advertising budget, ancl the listening habits of the community are important factors in the determination of the frequency with which a program is heard. Although dealers advertise on all days of the week, the frequency with which they are on the air shows considerable variation. 30%^ of the sponsors have one program a week 25% have programs five days a week 11% have programs three times a week 6.5%Q have programs six days a week 5.5% have programs every day 4.5%) have programs four days a week 3%Q have programs tiuo days a loeek Any one of these schedules may prove successful. In Colorado Springs, Colo., the Modern Service Company successfully used a program of western music on \ KVOR to sell merchandise, and during j the war years, to promote repair service, on a three times a week schedule. (See Radio Showmanship, November, 1945, p. 384). Van's Modern Appliances, Warren, ()., sponsored a Trading Post series on WRRN on a six times a week basis with excellent results. (See Radio Showmanship, June, 1047, p. 205). Ihe important thing is to get on a schedule that fits the specific needs of the moment and stick with it. Many dealers use radio with brilliant success, and bioadcast advertising has become an increasingly po})ular medium lor ladio receixers, electrical appliances and ic'corcis throughout the country. RADIO SHOWMANSHIP