Music Trade Review

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Broadcasting to
SELL MUSIC
Profitable for Kitt
By FRED E. KUNKEL
T
HIS is WRC broadcasting from the and it has been the experience of the company it is only natural that the live music merchant
studios of the Homer L. Kitt Co. in that the entire time of one telephone operator should himself get a slice of the melon. It is
Washington, D. C, authorized dealers is required to receive and pass on the requests in the nature of good will building publicity, and
in the Mason & Hamlin, Chickering, that come in. In practically every case names direct sales are not expected, but the Kitt Co.
Ampico and Knabe pianos, also an RCA dealer and addresses of those who telephone are ties up nicely with "home sweet home" and the
with store and studio located at 1313 G street." recorded and added to the company's prospect family circle, gathered about the radio for noon-
This is the manner in which the Homer L. list.
day entertainment.
Kitt Co. advises the public of the radio service
The Homer L. Kitt Co., has been using radio
Broadcasts occur usually every week day,
that it renders, and which has been distinctly
except Saturday, for a half-hour at noon. The
productive not only in responses from radio
program usually -consists of instrumental music,
listeners-in, but in actual sales. The company
piano selections and songs, as well as pipe organ
believes that- with music playing such a dom-
recitals. The radio program «s not only enter-
inating part in radio programs of all sorts,
taining, but also educative. It is not too long
it was but logical that the company
to be boring. It creates in the minds of
dealing in musical instruments
the listeners-in a desire to see and
would find that avenue a most
know more about the Homer L. Kitt
direct one for appealing to
and what it sells.
prospective buyers while
Successful radio broadcast
they were actually inter-
must, of course, take the needs
ested in musical repro-
f the public into consid-
duction through the
eration, and the program
medium of their radio
must necessarily give
sets.
them a full measure of
service to prevent them
The Kitt Co. did not
from tuning off.
go into radio broad-
casting casually, but
It is estimated that
laid out a well-defined
there arc more than
course of procedure
60,(XM) radios in use in
with a view to attract-
W a s h i n g t o n to-day,
ing as much attention
which means that a suc-
as possible. For in-
cessful broadcast pro-
stance, s u c c e s s f u l
gram will tap most, if
efforts were made on
not all, of these sources.
some occasions to se-
The only question is one
cure the services of
of selecting an appro-
artists of prominence
priate hour. The Homer
to appear on the pro-
L. Kitt Co. has selected
gram and these events
the hours between noon
w e r e capitalized by
and 1.15 as the best hour
having the broadcast-
for broadcasting.
ing done from the com-
Radiocasting is a field
pany's show window.
which opens up wonder-
The result was that on
ful possibilities for sales
Broadcasting From Show Window of Homer L. Kitt Co.
each occasion the street
promotion, if handled in
in front of the store was jammed with those advertising for some time now with pipe organ just the right way. Short, interesting talks about
deeply interested in watching the actual broad- recitals every day at noon. While it is difficult music and musical merchandise followed by
casting performance.
to trace direct sales results to this type of ad- beautiful music is one very effective way of tell-
Although the purpose of the company is vertising, it undoubtedly builds prestige and ing a good selling story over the radio.
primarily to develop and maintain contact with gives considerable publicity. It is natural to
The human interest element which is thus in-
prospective customers in the territory they assume that listeners-in are brought in direct jected into the radio talks are what furnishes
cover, the broadcasting programs naturally and personal contact each week with the Homer the keynote of the appeal and keeps people from
reach out into distant sections and the company L. Kitt Co., and thus the news of the store and tuning off. At the same time, a 15-minute pro-
has received letters from practically all quarters the logical place to buy musical merchandise is gram is not too long to encourage the an-
of the country commenting upon the program, being constantly brought home to Mr. and Mrs. nouncer to talk about nothing but the most im-
requesting certain numbers, and making various Public throughout the year. Rome wasn't built portant things, and that in the most humorous
suggestions. Much human interest is found in in a day, and radio advertising cannot neces- or interesting vein of which he is capable.
the letters from shut-ins, particularly old folks sarily be depended on to build business over-
Radio psychology is a highly influential me-
who write that the programs are especially ap- night. It is continuity that counts.
dium. A good broadcasting talk always carries
preciated because they come at the only time
The Kitt Co. has had quite a bit of comment a good suggestion with it, and a good sugges-
during the day when the writers are able or about its radio advertising, and customers com- tion invariably creates desire, and from that
permitted to listen-in.
ing into the store frequently mention how good desire flows a stream of demand.
When "request" programs are given there is their programs are. With other merchants in
Radiocasting which makes the listener-in feel
a direct check-up on the appeal of the broadcast the city making a bid for business via the radio,
{Continued on page 26)
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