Broadcast Advertising, September 1930 (Volume 3, Number 6)
The September 1930 issue of Broadcast Advertising, a Chicago radio trade monthly.
What it is
The September 1930 issue of Broadcast Advertising, a Chicago radio trade monthly. It opens with a Dartnell survey of 762 retailers, 96 per cent of whom reported good results from radio, with cases such as a Chicago store whose shopping talks needed a switchboard and twelve operators. A. Atwater Kent says he has no way to measure what his Sunday concerts earn and never tried. Eve M. Conradt-Eberlin describes the CBS Radio Home-Makers Club, two hours of household programs each weekday morning. Agencies and stations split eight to eight on paying agencies commission on talent. White-Haines Optical sells good eyesight rather than lenses. Richard V. Haller tells how Caswell coffee ran the same program on KPO every week for seven years and eight months. Harry A. Earnshaw explains how a cemetery client pushed his agency into radio. Real estate boards in Omaha and other cities broadcast to revive property sales.
Why read it now
Haller's Caswell story is the one to keep. The same quartet and orchestra on the same station every week since 1923, and the payoff showed up at the door: house-to-house salesmen found housewives treating them as familiar callers rather than strangers. A competitor who swapped in a startling new feature every six months watched each lift fade, from 40 per cent in the first month to 5 per cent by the sixth. Later work on consistent long-term campaigns and distinctive brand assets, from Binet and Field and from the Ehrenberg-Bass Institute, reaches the same verdict. White-Haines shows selling at the level of the category: talk about vision and let the lenses follow. Earnshaw's rule that a lasting program needs one definite idea plus a merchandising hook holds for any content series. Dated: Atwater Kent's comfort with not measuring, the Dartnell satisfaction figures, which are retailers grading themselves, and the quarrel over talent commissions. Use: pick one format that fits your buyers, keep it running long enough to become familiar, and ask your sales team whether doors open more easily.
Passages worth keeping
The radio program very soon began to serve as a door opener and the salesman had the advantage of a more friendly welcome.
البرنامج الإذاعي الثابت جعل مندوب البيع شخصًا مألوفًا عند ربة البيت، ففتح له الباب واستقبله بترحيب أكبر.
No one should buy radio because some one else is using it. No one should buy it as merely a good will builder.
لا تشترِ الإعلان الإذاعي لأن غيرك يستعمله، ولا لمجرد بناء السمعة، بل لأن لديك فكرة وهدفًا بيعيًا واضحًا.
It was finally decided to say little about the desirability of good glasses, but to stress the desirability of good eyesight.
قررت الشركة ألا تتحدث عن النظارات، بل عن قيمة النظر السليم، لأن الناس يتجنبون النظارات ويقدّرون أعينهم.
I know of no way by which it can be estimated, for we have never tried to commercialize our broadcasting programs.
يعترف الراعي بأنه لا يعرف قيمة برنامجه الإعلانية لأنه لم يربطه بالبيع قط، وهذا موقف لا يقبله التسويق اليوم.
The subjects were handled in a romantic fashion but each talk contained at least one specific reference to some profitable sale of real estate.
كانت الأحاديث عن المدينة بأسلوب قصصي جذاب، لكن كل حديث تضمن مثالًا محددًا واحدًا على الأقل لصفقة عقارية رابحة.
The scanned text has OCR errors. The passages are quoted from it, with only obvious slips fixed.
Read the original worldradiohistory.com
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