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it heard the radio announcement, and immediately went out to go through the house. It was a §4,500 sale!"
Mr. Savage is right in what he says about action. By pounding that one word in nearly every radio announcement for listings, we convince our radio public that the Byron Reed Co., Inc., is a high-powered selling organization.
Here is a bird's-eye view of our radio ad ver t i s ing: from time to time we have taken other spot announcements on WOW morning programs in mid-week, Sunday afternoon and evening, but we have consistently carried through our time on the original noon spot. Due to the popularity of the preceding and following programs, it is the most effective time we could use.
About a year after our initial venture in radio, we prepared a series of transcriptions, all devoted to insurance. Three years ago we started sponsoring a Sunday afternoon Sportscast program over KOWH, with three spot announcements during a 15 to 20-minute period, and continued with this program until this spring, when we changed to spot announcements which immediately precede and follow network programs with large audiences.
About a year ago we took some early morning time on KMA, Shenandoah, la., devoted entirely to advertising farms for sale and advertising for listings. This program established our name pretty well in western Iowa, and southern Nebraska, and we feel that the money was well invested. Following the campaign over KMA we took three or four months'
time on KFAB, Lincoln, also devoted to farm programs, and at approximately the same time, carried a program of spot announcements over WJAG, Norfolk, devoted to farm listings.
At the present time we have two spot announcements per week over WOW, two on the Sunday afternoon program on KOAVH, and two per week on KBON, Omaha. Practically all of this time is
• On its toes is the BYRON REED Sales Department. Sales in 1941 were in excess of ^2,500,000.
used in an effort to obtain listings of city property.
There is no question in our minds but that we have received excellent results from our radio advertising in our drive to secure listings of properties. Sometimes we will receive from 10 to 12 calls asking us to come out and inspect a property, immediately after our spot announcement is on the air. In addition to this, we have, we believe, done a great job in establishing our name as a household word in the real estate world in this part of the country. Despite the fact that we are the oldest real estate house in the MidWest, we know, of course, that there are thousands of people, both in Omaha and in the surrounding territory, who have never heard of
JANUARY, 1 943