We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
Successful Radio Promotion Assures Department Store
Here's a guide for helping retailers get results from radio. It's a master plan that has been put into operation by Schuneman's department store in St. Paul in cooperation with WDGY Minneapolis — St. Paul.
Schuneman's caters to customers who want medium-and-up quality merchant dise; it is not a bargain store, not an exclusive type store, but operates in a highly competitive market. Three other department stores have about the same volume. They, including a Montgomery Ward store, all use radio . . . one store has a long established program at the same time the new Schuneman program is being broadcast. Schuneman's is beaming more to rural and small towns in the twentyeight county area.
Willard H. Campbell, vice-president and assistant general manager of the store, and Perry Dotson, sales promotion manager, call this their store's plan for "getting the most juice out of the radio program orange."
Campbell reports the new "Red Rooster" program is already selling merchandise (because of temporary strike, copy can't plug mail orders, but mail orders have been received from as far as the Dakotas.) He reports also that buyers are enthusiastic and employees have already developed into regular listeners. He cites the fact that while some stores are sitting around sucking their thumbs waiting for television, his store is going ahead and really selling with radio. Campbell declares that manufacturers are interested in the program, and he hopes the plan will be so successful that the store will be able to afford a series of programs. The noncancellable, automatic renewal contract on the program helps make top management really get behind the program and make it produce.
Bob Owens, sales manager of WDGY, praises proper selection of merchandise on part of Schuneman's. About six of the ten daily commercials are on top value items which are plugged once a day every day for entire week rather than scattering shots to ten entirely different items daily. Here's the plan as outlined before the initial broadcast of
SCHUNEMAN'S RED ROOSTER
PROGRAM
(Over WDGY Starting Monday,
August 15, 1949)
1 . On Monday, August 15, 1949, at 7:30 A. M., Schuneman's will broadcast the first in a series of one-hour radio programs, Schuneman's Red Rooster Program, which will be on the air daily (holidays included) Monday through Friday, over Station WDGY, St. PaulMinneapolis, 1130 KC on your dial. This program has been scheduled at the early morning hour to reach men and women on the farms, residents of small towns, men and women employed in offices and factories, childdren, teen agers as well as those staying at home throughout the day.
2. This new program will replace "Breakfast With Paul and Mary Light" which has been on radio station WMIN slightly more than two years. The Light Breakfast program has been beamed principally at the woman in the home since it is broadcast between 8:30 and 9 A. M. when virtually all working men and women have left for work. Schuneman's Red Rooster Program will be beamed at the entire family. Paul and Mary Light will be a part of the new program.
3. Merchandise from all departments in
RADIO SHOWMANSHIP