Sponsor (Oct-Dec 1959)

of a snowstorm. Says Stanley Parkins, executive v.p. of Herbert F'laig Advertising (Schiff's agency), "Whereas in the past the Schiff messages had to wait a day before they could appear in the newspapers, a telephone call puts them on the air immediately." Copy for the stand-by spots is live, as is all Schiff broadcast advertising. It points up the dangers of wet feet and asserts that folks had better pick up one of Schiff's 20 rubber footwear styles right away. Schiff is also running a regular preChristmas radio schedule. Over WCIN, WCPO and WZIP some 50 spots per week are employed in traffic time Monday through Friday. Monday gets a somewhat larger allotment because the stores are open that night. WCKR's part in the pre-Christmas push consists of a five-minute newscast at 7 a.m. Thursdays, on which Schiff has an opening, closing and two one-minute slots. On the same station. Schiff buys a 15-minute segment weekday evenings of an audience phone-in show. Schiff's share, again, is an opening, closing and two one-minute spots. These regularlv-scheduled spots often lead off with humorous local anecdotes, followed by such copy points as: complete family service featuring nationally advertised brands, quality, price and the companv policy that "exchanges and refunds are cheerfully made." Schiff maintains equally heavy spot radio schedules around Easter and back-to-school time. There is also a relatively light summer footwear campaign. Oddly enough, this extensive use of radio had its origins in a television show. Previously in print to the hilt. Schiff launched Starmaker Revue, a weekly half-hour talent program, in 19.50. Starmaker s success triggered Schiff's swing to air media, which now get 95% of its advertising budget, as estimated by the agency (see graph). In its 10th consecutive year, the Starmaker show is still going strong over WLMT (TV), Cincinnati, and WLWD (TV), Dayton. Local talent compete for prizes on the show which «W! AND WE PROMISE YOl iFEnmiSlWINOTHdNDS. a fH»» PIONEER in Schiff move to air media was Starmaker Revue, tv talent show. Contributors (l-r): S. Parkins, Flaig Advertising; R. Dunvilie, Crosley; M. Rubinson, Schiff, and R. Rosedale, show announcei is seen in color and black-and-white Sundays (noon-12:30 p.m.). One of its regular boosters is the Crosley Broadcasting Co., owner of the stations involved, which distributes promotional material and provides prizes. Rear screen projection is employed in many of the television commercials, creating the impression that the announcer is in a Schiff Shoe Store. The agency finds this "improves product identification and salability considerabh ." Schiff uses the Starmaker show for "continuity" — keeping its image before the family week after week, year after year. This is the base upon which the company has mounted its agile radio campaign, a campaign which lends itself both to split-second timing and longer-term thrusts. Another significant factor in the evolution of Schiff's air-mindedness is a striving for media "dominance." District manager Milton Rubinson feels that Schiff should dominate in any medium it chooses — i.e. be unencumbered by competitors' advertising. As Mr. Rubinson ))ut it. "Our newspaper ads got lost among those of our competitors unless we bought full pages, which was financially out of the question. By selecting our slots on the air we can achieve dominance within our means." In the past Schiff has used tv other than the Starmaker Revue, and expects to do so again when conditions seem appropriate. Newscasts and children's programs are among the advertiser's favorite adjacencies. Another fertile field has been spots next to national tv shows in which the parent Shoe Corp. of America is a participant. Also, during the 1959 baseball season, Schiff was doing well with 20-second spots in the Cincinnati Redleg's telecasts — until the team faded out of the pennant race. Within its now well-established air media orientation, Schiff is constantly re-evaluating how best to maintain its winning combination of continuity and flexibility. Schiff encourages its agency to keep a sharp lookout for appropriate slots and to jump in when one opens, even if confirmation b\ the advertiser is not immediately available. This close coordination in client-agency relationship is regarded as one of the key factors in the increasing success of Schiffs air campaign. There are signs that the air media format at work now in Cincinnati is catching on elsewhere in the Schiff Shoe Co. chain. According to Oscar Fleckner, v.p. and treasurer of the Shoe Corporation of America. Columbus, Dayton and Indianapolis have now begun to follow suit. ^ SPONSOR 5 DFXEMBER 1959 37