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Besides building up store traffic in general, Marcum finds that they've built a steady business in reel repairs — often get 25 reel repair jobs a day. A caution on using radio advertising from Bob Marcum: ""Bringing them in is only half the job. Having them leave with what they came in for is the other, more important, half. Seldom does a disappointed customer return, so make sure you're adequately stocked."
Another broadcast with a personal touch is Fisherman's Forecast, sponsored by Swick's Sporting Goods in Trenton, N. J. It's heard over WBUD, Morrisville, Pa.. Monday thru Friday at 5:45 p.m.
The five-minute show is broadcast direct from Carl Swick's store in Trenton, deals only with fishing. Swick personally reports on tides, gives fishing tips for spots between Sandy Hook and Beach Haven, N. J. He gets the latest reports on how fish are biting from local charter boat captains, who get a plug for their boats in return for the information. Retailers, too, have cooperated with Swick in getting authentic fishing reports for the broadcast— Joe's Tackle Shop in Seaside Heights. N. J., for example, gives a daily "wire bulletin" detailing temperature and condition of water, wind direction and force, etc.
The program's popularity has mushroomed since Swick started it two years ago. Hard put to get enough raw material for the five-minute stint when he began. Swick now has trouble getting it all in. About 20 letters a day come from listeners, plus phone calls; and he's had numerous offers from other retailers to provide fishing reports. Swick is thinking of expanding the program as a result.
Business has about doubled since the broadcast started, has led to formation of "Swick's Fishing Club" (they're saving up for a boat), and to two fishing contests each year. Prizes go to each adult and each youngster under 14 who catches the largest fish in each of several classifications. Size of the prize (a merchandise certificate! depends on the fish: biggest striped bass brings $25, while the largest fresh-water sunfish brings $5.00.
TV has also proven itself an ideal medium to promote sporting goods. A progressive West Coast manufacturers agent. McCune-Merifield Company, sponsors a weekly telecast over
30 JULY 1951
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