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National Shoes and its agency, the Emil Mogul Co., have been closely associated since 1940. Here at a plans meeting are (left to right) Emil Mogul, agency president; Myron A. Mahler, v. p. and creative director for air media; Louis Fried, president of National Shoes, and Milton Guttenplan, v. p. and account supervisor. The executives met to plan the biggest spring ad campaign in the history of the family shoe firm.
When a National Shoe Store moves into a new community, radio introduces it to the public because, as the chain's president says, "We want them to get the sound of it!
"The first thing we look for when entering a new area or adding a new store," Louis Fried reveals, "is a good radio station."
Radio has been the primary advertising medium of National Shoe Stores Inc. since January 1940, when the firm became one of the first three clients of the Emil Mogul Co. Inc. and put its entire advertising budget of $50,000 into the sound medium.
Expenditures in radio today account for 65 percent of National's overall advertising budget and that ratio has been maintained for most of the past 18 years. The total ad budget is more than 10 times greater than in 1940.
"Our use of radio expands directly
with the expansion of the chain," says Mr. Fried, who also directs his firm's advertising. When National Shoes started in radio it had 35 retail outlets; now it has 150 in 98 communities in New York, New Jersey, Massachusetts, Connecticut, Maryland and Pennsylvania. And in the past fiscal year. National's sales of its "popular-priced" line rose to a record $23,706,184.
"We didn't stay with radio so consistently all these years through faith alone," says Mr. Fried. "We were* just as conscious as any other advertiser as to the readjustments radio would have to make with the advent of tv.
"But we also knew, through oinown direct tests, that radio as a medium continued to be the most advantageous to National Shoes."
National executives report that they are constantly reminded of radio's part in the growth of their
business, for often, when they go into one of their stores, they hear a customer singing or whistling their jingle:
National Shoes . . . Ring the bell . . .
The radio jingle, in fact, has inspired National's trademark, and the bell appears on all advertising and promotion — and even on the shoe box. It was written in 1944 by Myron A. Mahler, now vice president and air media creative director for Emil Mogul.
At present. National is engaged in the heaviest spring advertising drive in its history, with more than 800 one-minute commercials for its line on 30 stations. Backbone of the campaign is the perennial jingle with variations, including the sound of the bell and copy consisting of dialogue among customers in dramatic situations.
U. S. RADIO
Mav 1958
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