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Airs Its Wares
Seven City Spread in Test Buy of Highbrow Music With Heavy Department Store Participation
Marshall Field Chicago, Illinois
Neiman Marcus Dallas, Texas
Gump's San Francisco, Cal.
The White House
Brown's
Rorke's
John Breuner Company
W. R. Burke Company
In Washington, D. C, the store is Julius Garfinckel and Company, a high fashion operation with accent on quaHty. Garfinckel, a long-time newspaper advertiser — and a heavy one — has never used radio before. Luli Eastment of the store's advertising department notes, however, that the progress of Wedgwood's radio campaign will be watched with great interest. She adds that the classical music format is an ideal
advertising vehicle for a product of Wedgwood's reputation.
Roy H. Holmes, national sales manager, Good Music Broadcasters, Inc., has the utmost confidence in the successful outcome of the Wedgwood buy.
"This is what the Good Music stations have been doing best right along," he says. "We focus the sales pitch to the real buying audience — the people who have the money to go out and buy."
First Venture Cautious
Wedgwood's first venture into radio was a cautious one. In September, 1955, Wedgwood began its "Breakfast Symphony" on WQXR, for a year.
Mr. Wedgwood delivers an informal, topical talk each morning which established him as an air personality. He gives his personal attention to his own commercials which he writes and tapes himself.
Annie Reese (Mrs. Hensleigh
U.S. RADIO
October 1957
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