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Snowstorm plus radio = shoe sales
^ Schiff Shoe Stores time their radio copy to reach Cincinnati soon as first storm warnings are posted
^ Over-all strategy, backed up by successful tv talent show, establishes company image as 'family service store'
KSefore the first snowflake has hit the ground the Schiff Shoe Co. has hit the air to remind Cincinnatians that it offers complete family service, including rubber footwear. Business men on their way to work and housewives about to go shopping or pick up the children at school are on the receiving end of Schiff's stand-by copy, held at four local radio stations
in readiness for inclement weather.
Schiff s 13 outlets in greater Cincinnati relish the opportunity radio gives them to cash in on sudden weather changes. "Immeasurable" rubber footwear sales have been reported since the campaign began, plus increased turnover in conventional footwear, thanks to additional purchases by customers drawn to the
stores in search of rubbers.
The wintry weather stand-by copy goes out over stations WKRC, WCIN, WCPO and WZIP in about equal quantities of 30 and 60-second spots. The average burst is 10 spots per station, preferably before noon, on the rationale that most people who brave the snows and head downtown will do so by that time.
If the weather takes a turn for the w orse later in the day, the shoe company gets off a lighter salvo of some five spots per station that evening, heavying its barrage the next morning to about 15.
A wholly-owned subsidiary of the Shoe Corporation of America, Schiff did not always manage to reach Cincinnatians right smack on the heels
PROGRESS CHART OF SCHIFF'S SWING TO AIR MEDIA
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
'40 '41 '42 '43 '44 '45 '46 '47 '48 '49 '50 '51 '52 '53 '54 '55 '56 '57 '58 '59
SWING to air media by Schiff Shoe Co.'s Cincinnati Dist. followed success of tv talent show launched in 1950. Addition of large spot radio dosage, on both regular and stand-by basis has brought Schiff to the point where an estimated 95% of its advertising budget is currently in the air media
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SPONSOR • 5 DECEMBER 1959