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the name Bvron Reed until they hear it on the radio.
Nowadays, when one of our Farm Service men, who travel in four states, calls on a farmer, he finds that in most cases the name Byron Reed is familiar to the farmer, for he has heard it on the air.
While many real estate firms have used radio for various purposes, we are certainly one of the most consistent users of radio time. And consistency is what produces the effect the advertiser wants to achieve.
AVhile elaborate programs sell some types of merchandising, we have found that spot announcements are the best for our field. In using them, it is important to select time which immediately follows and precedes large audience shows to get maximum return. And above all, the advertiser should decide what he wants to achieve through his radio time.
Inhere are several phases of the real estate business that can be benefited by radio advertising, and the best evidence of our opinion on the subject is the fact that we are today spending more money on radio than we have at any time since we started our initial campaign.
At the ripe age of 13, Linn Perry Campbell started with the Byron Reed Co., Inc., Omaha, Nebr., as an of^^^^ fice boy. Not one flA ^^^^H to change horses rA^^^^H in mid-stream, he has been with the company ever since, is now president of the company. Modestly, he disavows any outstanding ability other than that of picking outstanding junior executives who do all the work. A man of few words, he admits to four hobbies, namely, (1) family, wife and Ixuo daughters; (2) his business; (3) his friends; and (4) hunting and fishing. Further, affiant sayeth not.
SOME time around the turn of the century, most stores in small towns began boasting about the telephone. In those horse and buggy days, big corporations drove men hard. Thirty miles a day spent in calling on the trade was considered good traveling since stores were scarce. Frequently only eight or ten calls could be made in one entire day.
It was then that the subject of this article found the knack of long distance selling, and those early sales made by telephone are responsible for this story. Twenty years later he developed the famous Salando properties in Florida, and again he remembered the old party line days. As a result, he bought one hour radio programs and built this business into a $2,000,000 project.
Then came the Florida crash, and he went down with the rest of them. Twelve years later, he came to Hickory, No. Car. He had exactly $20 and enough medicine to bring $72. Once more radio came to the rescue.
On February 10, 1941, Through Peaceful Valley with the Old Judge opened with a 6:00 A.M. quarter-hour spot on WHKY. The next day, there were three $1 orders in the mail for Mountain Herb Products, Inc. Daily, long before daylight, the Old Judge drove 28 miles to do his fifteen-minute job. When his tax returns were made ten months later, he reported the sale of 29,953 bottles of medicine. Nineteen months after the first broadcast, sales passed the 50,000 bottle mark.
The program consists of plain old fireside chats with patter and poetry, for the Old Judge has always been a writer of
RADIO SHOWM ANSH I P