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close to me as a subway," he got ihe telephone to ring from Florida, Minnesota. Texas customers refuting his claim ("I'm listening to you now"). Hf also got a call from a sulma\ stop. \ conductor was picking him up just fine.
• Promotion, merchandising. Guests on the six-hour stint (a show business or public figure) get radios as uifts a fine chance for them to talk about the compact size, the beauty, the tone as they look at it and test it right there and then.
• ( op) changes. I be telephone provided an excellent, on-the-spol waj t<> test cop) approaches, Rosenfield says. \t the beginning of the campaign in mid-November of last \car. the approach changed almost
daily.
• Purchasing flexibility. The cost
ol the radio iS_>(>.7.~>| is high for a direct mail item. How nian\ prospects are being lost In the lump sum requirement of a direct mail response? Rosenfield wondered, lie put it to the test In suggesting a mail-in down pa\
ment, w Inch tvoi k« just fine, h< -n -.
\\ ith his i adios going at the i .it' of 1,500 a month, Rosenfield bas ordered |().(mmi more, apparently seeing no sudden end to the response.
\ for other products thai can be -■■Id after midnight, Rosenfield's sponsored li-t proA ides .1 good sampling :
1 I 1 Cosmetics. I hese include pei
fume, toilet water, hand and fai e lotion, and hath oil (the) make up the (ihoo-Choo Cosmetics line, named
alter his wife, who also IS well-known
1 Please turn /<< page ">2 '
PERPETUAL MOTION is stock in trade of "Big Joe" Rosenfield (WABC midnight-6 a.m.) impresario. His six-hour stint moves 1,500 radios, 200 cameras, 1,000 lighters a month, plus vitamins, cosmetics, insurance, washing machines, etc. He moves merchandise with hard, personal sell