Radio showmanship (Jan-Dec 1947)

ep Dollars Within the Hometown km the advantages of shopping in Elizabeth City. Commercials drive home the story Commercials on the daily programs performed a triple service. Opening commercials were written with one thought in mind ... to explain to the listener just how the community was affected by out' oftown shopping. Example: "Folks, whether you're the merchant or the shopper, it's just good horse sense to boost business in your own home town . . . whether you were born here or just happened to like it so well you decided to make it your home. When you spend your hard-earned dough in your own home town, business prospers. The merchant has a faster turnover on his merchandise, a shorter overhead on the goods, so that he can sell for less. And when he sells for less, your shopping dollars go further. Your shopping dollars go to pay the wages of local sales people, too. And the more money circulated in your town, the more there'll be for you. So be smart. Get an extra dividend. Buy only what you need . . . but be sure to buy it in Elizabeth City, the Shopping Center of The Albermarle." The middle commercial was used to promote listener interest in entering the letter contest, and 600 letters were entered. The closing commercial acquainted the listener with the local merchant, the length of time in business, type of merchandise, special services, and other information of interest. The net result of the campaign was to increase sales in many instances, and the merchants were sufficiently impressed with the merits of the promotion to continue, through the Merchants' Association, a daily IS-minute program to serve as a reminder of the importance of shopping in the community. OTHER CAMPAIGNS ALSO SUCCESSFUL Back issues of Radio Showmanship Magazine reveal other examples of merchants' associations who have made successful use of the broadcast medium, not only with the shop-at-home theme, but also for such objectives as to introduce a new shopping area, to solve special problems, to supplement existing campaigns and to support seasonal promotions. Shop-at-home theme With the theme, "Live and Shop in Jamestown, a better than average American city," the Jamestown (N. Y.) Retail Merchants' Association sponsored a Monday through Friday, 7:40-8:00 a.m. series over WJTN. A waker-upper program designed both for urban and rural listeners, the format included time signals, weather forecasts, temperature, headlne news, music and farm news highlights. (September 1945, p. 310.) Introduce a new shopping area A group of ten merchants in a new Tulsa, Oklahoma, business district sponsored Ring the Bell over KTUL for the express purpose of increasing business traffic in their area. (July 1947, p. 244.) To solve special problems To reach a quality clientele, and to combat a shift in trading center, the Fourth Street Area Merchants' Association, Cincinnati, Ohio, signed a 30-month contract for 90 minutes of Sunday evening time on WLWA, making it one of the first of such associations to use FM facilities. (October 1947, p. 338.) To supplement existing campaigns In Savannah, Georgia, the Welcome Hostess Service, sponsored by 12 of Savannah's leading business firms, is a service to newcomers of many years standing. To supplement this welcome service, the group sponsored a Hen Party over WSAV in which newcomers were introduced to the city. (August 1947, p. 285.) D E CE M 8 e R , 1 9 4j7 417