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|).*i. (Continued from page 18)
mercials may be fed to each chain, although all commercials will In' heard on the air.
Current status oi acceptance ul point-of-sale aural advertising is indicated b) actual business being |)laced in New England, the original storecast area, where 5 7 of the available commercial time is
now sold.
\ number of independent operators of supermarket broadcast advertising have run into difficulties, making, in main eases, the same errors thai Storecast Corporation did at the outset. Most new operation are owned b) local stations and investors, with pioneer point-of-sale groups acting as national representatives for the installations and as management consultants for the actual operators.
Speakers in markets are. in most cases, installed in ceiling rather than below bins as in Norwalk (Conn.) giant market. I sual store has around 20 such speakers to cover the entire merchandising areas. IM transmission, rather than telephone linking of stores is proving satisfactory, and expansion to giant-market national coverage waits i .-nl\ upon the organization of sufficient local groups and stations. Man) IM stations that have desired to add supermarket advertising to their services have not surveyed the supermarkets in their areas and the grocer) retail volume done in their supermarkets. Just wanting to operate a point-of-sale broadcast service isn't enough. Storecasting is merchandising a> well as advertising. Its payoff is in direct sales. It isn t enough to have a good signal, excellent program, and a good chain of markets in which to operate. It takes merchandising plus. plus, and plus.
DAYTIME SERIALS
(Continued from page
29 )
the show. etc. The mere fact that an executive fancies himself as a literal) man ma\ account for a change or decision.
Package as well as agenc) producers often rule their writers with an iron
hand. I he\ are naturall) c erned
with keeping their propert) sold. To some producers that means filling a script with excitement with a capital E from the opening strains of the theme musie. For \ ears the favorite beginning of one package producer for a new story sequence was a rock with a note attached crashing through a window.
That this and similar cliches never seemed to dent the ratings of his shows appears onl\ to emphasize the importance of the symbolic content of the program. In fact, Professor C. H. Sandage in a stud) of daytime listening in two Illinois counties found that '"program content seems more important than st\le of presentation in attracting listeners from a specific education, community, or age group." Sandage is Professor of Advertising
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