Sponsor (July-Dec 1950)

This SPONSOR department features capsuled reports of broadcast advertising significance culled from all segments of the industry. Contributions are welcomed. Store that "talks" scores sales successes on WEBR For years, department stores and ing thrift dresses. Radio also ac piiiited media were as inseparable as counted for 576 coats being brought ham and eggs. Some big retail stores to the department store's fur storage, totally ignored what radio could do Miss Dorothy Shank who plays for them. Some still do. Amanda is a merchandising expert. Hence we submit the profitable tale She writes all of her own copy. Aman of the department store that "talks" da spends her days at the store visitand sells. Adam. Meldrum. and Anderson Gloria Swanson brings charm to Amanda show ing with department personnel and checking on sales objectives. She establishes and maintains a friendly cooperative atmosphere between the customer and the sales personnel. As a result of program sponsorship, there has been added impact in areas already served. Through Amanda and the show the store has become identified as a center for hard-to-get items, specific name brands, and in-demand merchandise. The program also eases shopping problems for busy housewives by promoting telephone orders and encouraging the use of charge accounts. And. incidentally, the name Amanda taken from the initials of the store insures high sponsor identification. * • • Radio covers fashions at JV. Y. Dress institute shotv Radio's fashion editors keep thousands of their women listeners wellinformed and up-to-date on the latest Company of Buffalo took their first plunge into radio nine years ago, a step they've never regretted. They decided to use radio to stress store advantages for discriminating women. Their program, Today With Amanda, on WEBR features music, news, advice and information to women plus interviews with celebrities. A little black book is kept on radio results and many of the store's buyers have said they get better results from Amanda's broadcasts than they do from newspaper ads. Sell-outs are commonplace following an Amanda commercial. Fast radio results include disposal of 500 pairs of plastic curtains at a dollar a pair. A complete stock of Nancy Didee pants sold after a representative of the Company ap Mrs O'Dwyer greets radio fashion editors peared on the program. styles. Among the many attending Often, too, buyers will get a "hot the New York Dress Institute during item" something that comes in unex Fashion Week in New York was pectedly and can be advertised on the CKLW, Detroit, fashion editor Mary air within 24 hours. Other quickie Morgan, who was greeted at the showsales include 1..r>0 jars of deodorant ing by the wife of New York's recentcream; hundreds of anklets and a ly-retired Mayor William O'Dwyer. complete clearance stock of slow-mov * * * READY BUYING POWER UURIU MORE SALES THAN EVER IN RICHMOND Your advertising dollars go further and sell more on WRNL. That's vitally important in this Rich Richmond trading area, where progressive industry, established farming and sound economics make for lots of Ready Buying Power. COMPLETE COVERAGE That's the key to success on WRNL. Modern Facilities, simultaneous FM Broadcasting and ever increasing eager-to-buy audiences mean more sell from WRNL. 5000 WATTS NON-DIRECTIONAL 910 KC AFFILIATE EDWARD PETRY & CO. INC. NATIONAL REPRESENTATIVES 44 SPONSOR