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Sugar Pill: HADIO!
; Demand, Sales Take Care of Themselves Says ox, President of Mountain Herb Products, Inc.
homespun poems and philosophies. He locks up his two dollar words before he goes to the studio, and then he ''sits right down thai' and we talk it over . . . right thar by the bend of the river in Peaceful Valley." He sympathizes with Martha cookin' supper over a hot stove, and with Pa after a hard day in the harvest field. He makes love to Saray, just as how she'd like her beau to do it.
For forty years as a commercial salesman I have heard the old cry, create the demand and we'll stock your merchandise. Now^ here's the unusual part of the story; I personally manufacture, sell and deliver my products to jobbers and retailers within this relatively limited coverage, and 92 per cent of the retail stores and 100 per cent of the jobbers sell it! Radio accomplished that miracle in a period of 18 months. Out of these sales I have made 32 refunds of one dollar each, because I religiously back my guarantee.
A million dollar corporation sent its president to see the Old Judge recently because it wanted the Old Judge and his Blue Mountain Medicine for national distribution. As negotiations got underway, the executive wanted to modernize the business, make new tests, change the commercials and packages, and have the Old Judge's scripts written, corrected and approved by experts. The Old Judge believed that satisfactory tests had already been made; that Catawba County was an average county with average people who had bought almost a bottle of Mountain Herb Products, Inc. per capita. And there the matter dropped, but Mountain Herb is enlarging its sales area.
JANUARY, 1 943
Transcriptions are to originate at WHKY for two other stations, WAIR, Winston Salem, and WSTP, Salisbury, No. Car. Other outlets will be added as fast as conditions permit. The Old Judge has one ambition: to complete a network between the Potomac and Mississippi Rivers, for here live the peaceful valley folks who understand the message that he brings them.
While much of the radio advertising dollar for the drug industry is directed at nationally advertised products distributed for sale direct to the consumer, there is also a vast potential source of radio advertising for the local station. What network radio has done for nationally advertised products, the local radio can do for hundreds of non-advertised individual labels for department stores, chain drug stores, and even in some cases, for large individual retail drug stores.
Into two things does James Franklin Haithcox put his entire soul: selling is one, the other is fishing. As a horse-and-buggy salesman at the turn of the century, he carried with him a bunch of requisitions for game fish from the United States Department of Fisheries. His purpose: to interest people living in the vicinity of good breeding lakes and streams in stocking these waters. He was the first salesman in western North Carolina to use an automobile commercially.