Radio showmanship (Jan-Dec 1947)

program itself is an indirect commercial for the advertiser. Such features may appeal to a limited audience, but what is important in radio is the selling power of a program, not its widespread popularity. A program with a relatively small listener rating may do a whale of a job, because of a loyal, con^ sistent listener group. After all, a program with a larger tune^in doesn't necessarily sell more merchandise, because only a small percentage of that audience may be interested in the sales story. As Frank Foster, president of Foster's Hardware & Sporting Goods Store, Pontiac, Michigan, pointed out, "A program devoted to one activity will have a limited audience, but it is our experience that the sponsor can count on the loyalty of that audience." Foster's used a Fishin' in Michigan series over WCAR, year after year on a seasonal basis for that reason. In Oakland, California, the Simon Hardware Company used its Fishin' Fool series for more than 14 years. According to Jacob Simon, vice president, Simon's entire stock of fishing tackle in pre-war years turned over at least twice yearly. Radio got most of the credit, and the store felt that benefit to other departments was very actual. As another example, the York (Penna.) Paint & Hardware Company promoted its garden department and Schell Seeds by means of a garden series. There's no question but what, on a year-round or a seasonal basis, departmental promotion of this kind simplifies two major problems which face any advertiser who contemplates a radio schedule: (a) the selection of the audience, and (b) a program that will appeal to that audience. Gimmicks increase sponsor identification The end result is that most programs of this nature have a high sponsor identification. What has further contributed to this listener identification of the sponsor is the personalized approach which many use. The Simon Hardware Company, for example, featured one announcer for over 410 14 years, and in that time listeners who heard the voice of the Fishin' Fool came to identify the voice with Simon's. To further capitalize on this personal element, many hardware dealers themselves become radio personalities. In Los Angeles, California, for example, owner Charles Rucker himself presented the Hubby's Hobby program. In Pontiac it was Frank Foster who gave the weekly low-down on Fishin' in Michigan. As a variation on this same principle, the Peavey Hardware Store, Portsmouth, New Hampshire, used radio to personalize its entire organization. A series of newspaper advertisements first featured the Peavey Personality Boys as courteous, friendly and efficient. A WKNE series, on a 52-week schedule, presented these employees in a warm, friendly human way. A different employee was featured on each broadcast by means of a special transcription made before the broadcast. With such direct participation in a broadcast series, a firm establishes a personalized approach to its customers, and such devices increase the effectiveness of the broadcast medium as a sales medium. Consistent schedule important If emphasis on a specific department is significant, the fact that much of this advertising is on a consistent basis is also important. To illustrate the point, the Salter Morgan Company, Vincennes, Indiana, successfully directed a radio series toward the rural audience for over four years. Its purpose was to increase the sales of farm implements and other farm supplies stocked by the hardware store. Through its con^ centration on merchandise of interest to farmers, it established itself as farmer's headquarters. Radio surpassed the fondest expectations of Elisha Morgan, president of the firm, and the store reported listener response to specific commercial messages for several weeks after the announcements were made. The significant point here is that Mr. Morgan felt that there was no question of j the value of a consistent, directed radio campaign as a business builder. RADIO SHOWMANSHIP