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(sSandy Quiz Is Good Biz
B.DDD Phone Calls, 5,DDD Letters, 4D% Business Increase Says Morel Elmer, Sales Manager for the Elmer Candy Co., New Orleans
FIVE brothers were seated around the conference table. Had someone stepped to the door and asked "Where's Elmer?" the brothers would have asked "Which Elmer?" The five brothers were August, Alphonse, Lennie, Oscar and myself.
The brothers had met to crack a very tough nut. Business was rolling along about as usual, but the brothers weren't satisfied. Business should be better; it could he made to improve, but how? "Let's develop a radio program," one of us said, "a Sunday show in which we feature riddles and talk about Gold Bricks."
The brothers had had many previous experiences with advertising, but the range of effectiveness from good to bad was so great that the thought of investing money in advertising was almost terrifying.
And then Oscar Elmer hit upon a sound and basic thought. "All right," he said, "call in our advertising agency. Walker Saussy, Inc., and tell them that we will spend so much per box. You know how many boxes we are making per month now. Multiply that by our advertising assessment per box and then buy what time you can for that money."
Time was bought on a Sunday afternoon on WWL. The Elmer Riddle Man had his first appearance. As the program was then planned, he announced a riddle. To the first person telephoning the correct answer to WWL went five pounds of Gold Bricks.
The offer was dynamite! Six thousand ■ calls tried to come through the Raymond exchange of the local telephone
company within a few minutes. Fuses were blown, and the exchange paralyzed.
In the face of telephone company protests, the program was repeated the following Sunday. Again the fuses at the Raymond exchange were blown. Such was the beginnings for this Sunday
Below . . . Ed Hocrner and a contestant. Tagged "Genial Gigantic Gentleman" by fans of ELMER'S Jingle Jamboree, emcee Hoerner weighs 215 pounds, stands six feet, three inches. He is the director, writer and emcee in the ELMER CANDY CO. show.