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created by the manufacture) s national advertising. Some retailers have the sales background or vision to see a long time promotion such as a daytime ratlin serial. These are usually leaders in their field.
Daytime serials are projected on a basis <>f accumulative1 results, eotistantl) and -te>aelil\ building 1>\ repetition to largely, the same group. Such serials are tremendously effective because the) iie-t a portion (if the buying public intensel) sold, instead of the whole population half-heartedl) sold.
\ dramatic serial demands that the listener either give rapl attention <>r turn it dlT. Ili> mind is washed <>f all
competing distractions. The commercial announcement falls on a completely receptive mind, and is absorbed so thoroughl) thai sponsor loyalt) and buying urge are far greater than with other promotions.
This "favoring wind"' usually attains greatest results onl) when supported b) a definite merchandising plan. Here is where so mans "spot" programs, or network co-ops, for that matter, fall short. I hex are the brainchildren of an entertainment mind. in-lead ol a selling mind.
The true selling mind creates the1 merchandising plan upon which the whole program rides merchandising
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First Award —
19TH INSTITUTE FOR EDUCATION BY RADIO
Again WBNS gains another First." This time for its holiday production of "Santa Claus Land" written and produced by Park Blanton and Chet Long. It was cited as being an original and effective approach to the idea of Santa and his elves in Toyland. A production that was so different and typical of WBNS that it won the award "hands down."
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5 2 % OF COLUMBUS FOLKS OWN THEIR HOMES
When families move to Columbus they come to stay. They enjoy the city with its metropolitan hustle and close-by rural area. 163,550 of these families are loyal WBNS listeners. Their buying power has proved again and again that WBNS time pays dividends.
ON WBNS SINCE '41
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A recent survey shows that Hanna Paint is the first choice in the WBNS listening area. Consistent announcements on this station have helped put this company in its top position.
COVERS tYATRAL OH}0
IN COLUMBUS IT'S
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POWER 5000 D«1000«N CBS
first — entertainment te> fit. The showbusiness mind usuallx performs in an opposite manner.
One department store, for example, bought a serial juvenile-appeal program for a one-year run. The program xxith its merchandising plan, xxas inteneleel to accelerate sales in their juvenile department. \t the start, annual sales freim this department we're $200,000. One year later, figure indicated a s 700.000 annual xolume. This was done' b\ no special bargains, inerelx using a whole1 merchandising plan, not just a program xxith commercials "tacked em."
Entertainment value, which j >i» >duces high popularitx ratings, is of course vital. You can'l sell to a vacuum. But, let the program ride a beam a basic idea which wraps around a whole' merchandising plan, and let the radio-station salesman stuelx his subject more thoroughly, and. inevitablx. more elaxtime serials will be sold, not onl) t<> retailers, but other local or sectional aelvertisers. Ill SSELL C. COMKH Russell C. Comer Co. * * * Kansas City. Mo.
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