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fore, that most ot 'is know very little about what to do or how much to pay if faced with this emergency?
Spots best
Utter-McKinley believes in Evening spot announcements rather than daytime announcements. Naturally, an attempt is made to select spots preceding or following popular programs. The purchase of spots is made a long time in advance in order to give the radio stations an opportunity to schedule them to the best advantage. Then, too, wide discretion is given to the advertising agency to purchase
outstanding spots which may suddenly open up.
Results justify approach
The Utter-McKinley Mortuaries didn't come hurriedly to the conclusion that spots are best. This conclusion was arrived at over a period of years. Moreover, these conclusions are backed by surveys of popular opinions. It was found that listeners remembered Utter-McKinley spot announcements but couldn't recall expensive programs featuring beautiful music, and in one case, an outstanding orchestra.
Teen-ige Show lips Si-Deb Sales to m Per M in 7
While dress department sales \as; junior and misses wearins apparel shows consistent increase; The Fair, Fort Worth, Texas, department store, credits radio for sub-deb spurt
HOW AN INEXPENSIVE teen-age program has paid off in substantial sales increases in junior and misses wearing apparel by following the "beamed technique" in which only these departments are featured on the air is the story of The Fair, Fort Worth, Texas, department store. With the "beamed technique" it aims its program to a given audience, and pushes specific merchandise and departments of interest to this group.
The program itself. Ballads by Brooks, is named after the Sinatra-like high school star who is featured on the series. It's a relatively simple format, but there's no question of its sales impact.
Says Louis R. Sarazan, controller of The Fair: "About a month after the
program started, our Junior Department, which had been limping along all year, started showing an increase in sales Within a couple of weeks, it was ahead of the previous year, and during May, June, July, August, September and October it consistently showed increases of from 40 per cent to 150 per cent.
"We do not know how much of this unusual increase should be attributed to our radio program, but we think it is most significant that every other dress department in our store is behind last year's figures."
The decision to sponsor this program was no snap decision, according to Mr. Sarazan. "We had been looking for some time for a program which would appeal
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RADIO SHOWMANSHIP