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L/epartment Store Gets Sa
A. Polsky Company transforms its merchandising showmanship into ear appeal with SVi hours^^weekly over WHKK, Akron, 0.
As A PART OF a post-war expansion i and remodeling program which involved the consolidation of merchandising activities into attractive departmental showcases, The A. Polsky Company, Akron, O., Allied subsidiary, began a radio experiment which transforms its merchandising showmanship into ear appeal. Its radio schedule, on a 52-week basis, calls for four quarter-hotir strips, Monday through Friday, plus a 30-minute Tliursday evening teen-age show. The sum total, five and one-half hours a week, is one of the largest block purchases of radio time ever made in Akron, and it makes Polsky's the second largest user of radio in the Allied chain. With this schedule, Polsky's is one of the top three time buyers on the Akron scene, all of whom concentrate their broadcast schedules on WHKK. The contract was executed by Polsky's promotion and publicity director, Richard Guy; Robert Loos, McDaniel, Fisher Sc Spelman Advertising Agency, and WHKK sales manager, Philip R. Herbert.
Maximum use of full schedule
With the aid of Allied's radio and television director, Walt Dennis, Polsky's established an air schedule which makes maxinuuTi use of the full broadcast day. Marguerite Zahrt, l*olsky's radio director, (oordinates all broadcast promotions with other advertising, and she also supervises all progiams, including one on VVAKR.
With the adveriising message wrapped up iu four dislin( tive radio packages, the (ampaign is beamed to homemakers at (arefully selected intervals thioughout the day. Each program conceiurates on a specific department or merchandise.
(Above) Local high school students, chosen from competitive auditions, handle the weekly half-hour Teen-Age HiJinx broadcast over WHKK for Polsky's Junior Deb Shop and its Boys' Student Shop. This Junior Deb display represents in-store promotion on a consistent schedule.
(Right) In-store displays incre listener tune-in. This display, loc Polsky's downstairs store, promotes a afternoon program directed to down store shoppers.
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RADIO SHOWMANSHIP