Dorothy Harbach and Advertising at Rike’s Department Store

Advertising has changed immensely in the last fifty years. New platforms have emerged through the use of computers, tablets, and cell phones. However, television advertisements continue to affect consumers each time they turn on the TV. In the 1960s and 1970s, this trend toward television advertisements was just beginning to take hold in Dayton, thanks to the ingenuity of Dorothy Harbach.

Dorothy Sanders (background), H. Peter Lasker (right), and Max Baer (left) ca.1951

Prior to her career in television advertising, Dorothy Harbach worked in radio promotions for fifteen years. At WLW-D Channel 2 in Dayton, Harbach was the Promotion Manager. In that capacity, she had the opportunity to meet many interesting people and develop the skills required for her career at Rike’s Department Store. Throughout her career at WLW-D Channel 2, Harbach met many influential individuals, such as Governor Frank Lausche, Lawrence Welk, and Max Baer, a former heavyweight champion. Yet, her influence in television began after she left that position in 1966.

Upon leaving WLW-D Channel 2, Harbach became the Director of Special Events and Manager of Radio and Television Advertising at Rike’s Department Store in Dayton. She held that position from 1966 to 1981 and believed in the power of advertising, especially TV advertising, to “up-set the whole retail apple cart.” By 1970, she was advocating advertisements that promoted a particular department or area of the store rather than individual goods. Previous radio advertisements from the early 1960s, like the advertisement for the mink coat below, focused on selling specific items and often emphasized sale prices. Instead, Harbach believed that television should be used to engage the viewer’s senses and emotions. TV advertisements required more movement, sound, and visual stimuli to encourage viewers to visit Rike’s Department Store. By building up the business’s public image, Rike’s future would be ensured. Thus, in her capacity as the manager of radio and TV advertisements, Harbach thrived. In 1969, Rike’s Department Store won first place for their sixty second, “Live or video tape spot” for Karastan Carpets and honorable mention for a twenty second spot entitled, “The Contemporaries.” Harbach fostered the growth of Rike’s Department Store through the ingenuity of her TV advertisements and her foresight concerning the importance of television advertising. 

“Department Store: Rike’s Dayton Mall,” ca. undated

Works Cited

[“Department Store: Rike’s Dayton Mall,” Undated, Box 2, Folder 9], MS-452 Dorothy Harbach Papers, Special Collections and Archives, University Libraries, Wright State University, Dayton, Ohio.

[Dorothy Sanders, H. Peter Lasker, and Max Baer Photo, 1951, Box 2, Folder 9], MS-452 Dorothy Harbach Papers, Special Collections and Archives, University Libraries, Wright State University, Dayton, Ohio.

[“News for Rike’s,” Undated, Box 2, Folder 9], MS-452 Dorothy Harbach Papers, Special Collections and Archives, University Libraries, Wright State University, Dayton, Ohio.

[“Rike’s Wins Twelve Advertising Awards!” 1969, Box 2, Folder 9], MS-452 Dorothy Harbach Papers, Special Collections and Archives, University Libraries, Wright State University, Dayton, Ohio.

[“Television Philosophy,” January 1970, Box 2, Folder 9], MS-452 Dorothy Harbach Papers, Special Collections and Archives, University Libraries, Wright State University, Dayton, Ohio.