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wood Radio Builds Sal
Award winning radio series aired daily for 60 minutes perforn]s double purpose for Hale Brothers, San Francisco, its 7 stores
by WALTER CONWAY
GOOD MUSIC programmed to make good radio is a simple formula, certainly, for a radio program. Yet, by sticking to that basic policy Hale Brothers, which sponsors Hour of Melody on behalf of the five department stores, one specialty shop, and two radio and appliance stores it operates in four cities, has produced a local program with an identity matched only by top-ranking network name shows, an identity achieved through programming alone.
Twofold objective achieved
Now well into its fifth year, the story of Hour of Melody goes back to 1943. Newton Hale, chairman of the board, and Marshall Hale, Jr., president of Hale Brothers, were considering with Junius C]. Smith, vice-president in charge of ad\eriising and promotion, and Burton C. Granicher, McCann-Erickson account executive, various solutions to the problem of integrating and coordinating the promotion of Hale's Stores in San Francisco, Oakland and two other widely separated Northern (California conununities. Radio was decided upon as the best answer and KSFO selected as the logical facility.
However, besides securing unity in all Hale's promotions through the one air sdiedule, Hale Brothers had a second aim— to jjrepare for the retiun of a normal post-war buyer's market through l)uil(Ung a general consumer impiession that the Hale store in the local comnuinity combined prestige and value; a store (omjx'titive in price with the other depaMiiuiit stores in the area its served, bin
Good music. Good radio. Good business. Junius C Smith (left), vice president in charge of advertising and promotion of Hale Brothers, displays the Certificate of Achievement awarded by the American Association of University Women to Newton J. Hale (center), chairman of the board, and Marshall Hale, Jr. (right), president.
with a public service attitude and policy promising a higher degree of customer service and satisfaction.
Given these two object i\es, the general type of radio program needed was apparent; in the words of McCaini-Erickson's Burton Ciranicher, "A show that would give the listener a sense of hearing 'something better,' flattering his or her ego as a superior sort of person, yet retaining a basic popular appeal lor easy listening." The decision to build a program of familiar and light classical nuisic, using only selections with a definite and easily recognizable melody, followed naturally.
So far, this is a pretty standard course, a policy followed in thousands of previous programs. I'he degree of program
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RADIO SH O WM ANSH I P