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ow It Can Be Sold . . .
Distribution of canned goods with Golden Dawn label increases from 15% to 70% for Sharon, Pa., business.
.^ METHOD: Golden Dawn Foods has sponsored news every hour, on
^^ the hour, six days a week, over WPIC, Sharon, Pa., since
October 2, 1939. The last newscast each day is always a 15-minute summary of the day's events. Hourly newscasts are of five-minute duration. Golden Dawn newscasts are tied-in with posters and other advertising pieces distributed to dealers.
When tlie 20,000th Golden Dawn newscast was broadcast October 10, 1945, it was estimated that a total of 16,878,000 words of news (exclusive of commercial copy) had been aired since the first program; the equivalent of 12 volumes of the Encyclopedia Britannica!
News is broadcast direct from a special booth constructed in the editorial rooms of the Sharon Herald, with WPIC using the facilities of the United Press wire.
COMMERCIALS: . . All Golden Dawn advertising stresses the phrase, "Golden Dawn Qiiality Foods/' with emphasis on the word quality. Sentence used on all Golden Dawn newscasts: "If it's Golden Dawn, it's good." Commercials play up the joys of eating Golden Dawn Quality Foods, and much of the firm's success is due to the fact that the quality advertised is always there.
RESULTS: Says S. W. Epstein, manager of the firm: "News has made
the Golden Dawn label as well known in the area as any nationally advertised brand name. Any merchandise offered under the Golden Dawn label is accepted without question as a quality product."
Since wartime shortages and restrictions made it impossible for the firm to meet the demand for its products, and many orders still have to be turned away or only partially filled, figures do not tell the whole story. However, the first week Golden Dawn sponsored the news, coffee sales doubled. Second week, sales doubled again!
When Golden Dawn first began its broadcast campaign, only 15 per cent of the canned goods it distributed bore its label. It's on 70 per cent of the products now!
As a premium, Golden Dawn offers fine quality stockings for women: one pair for 69c and 25 labels. In six years, some 50,000 pairs have been distributed!
JANUARY, 1946
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