Variety radio directory (1940)

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M Now You May Beat The Drum, Junior People not only do not listen for commercials; they will not even listen to them unless they are artfully persuaded that they will hear something worth while. "Give us," says one executive, "some of those clever commercials, the kind the comedians get off that will make our radio listeners laugh. I think they're fine." "Oh, no," replies his associate, "we don't want that. What we ought to have is a series of talks telling how our product is made." There's a Right Way Well, aside from the fact that some products can neither be treated lightly in commercials nor handled with too great ponderousness, there are infinite ways of writing and delivering a commercial. Any given way may be excellent for one product, fatal for another. But in the final analysis, one thing is certain. The real test of a commercial is not, "Does it sound good to you?" nor even "Has it proved an effective type for some other product?"— but "Will it sell our goods?" That the right kind of commercials can do this— that they can convert millions of listeners into buyers is a fact of which we in this agency have ample evidence. For example, a long-established, nationally advertised drug store product was feeling the effects of the general business decline of late 1937. A new radio advertising technique was 99 developed by this agency and used in the promotion of this product. Result: Spending less in 1938 than 1937, sales jumped 35%. In 1939 the budget was increased 50% and sales have tripled those of 1937. Profits are now greater than at any time in the history of the business. Successes like this are not exceptional in our experience. Many of our clients have seen their businesses push ahead against what appeared insurmountable obstacles. What's the answer? We think that pretty largely it is the ability of this agency to do a difficult job . . . the ingenuity, if you will, to find a way to increase sales and profits, regardless of forces and circumstances arrayed against such a performance. Whether or not you are engaged in a radio promotion now, or are contemplating such a promotion in the future, we would welcome an opportunity to discuss our advertising thinking with you. Simply have your secretary telephone or write for an interview at your convenience. No obligation whatever. Free to Advertisers This little book has been called the most enlightening volume on radio commercials ever written. Your name and address on your executive letterhead will bring you a copy free. RUTHRAUFF & RYAN, inc. NEW YORK Adv&UilirUf, CHICAGO ST. LOUIS • DETROIT • HOUSTON • HOLLYWOOD • SAN FRANCISCO SEATTLE 32