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Yes, we found our radio programs an excellent means of aiding non-commercial movements and patriotic activities and ihus obtain whatever good will such co-operation and public service might engender.
There is also concrete evidence of productivity. For instance, in the summer of 1944, we offered a Canning Guide to any adult listener who wrote or telephoned for it. Nearly 2,000 requests were received. At the same time 300 Garden Guides were similiarly distriblUed. In two months, more than 200 Roasting Charts were mailed as a result of radio promotion. All this in addition to frequent requests for wartime recipes and leaflets on automatic refrigeration and the care of appliances, generally.
Now, I know what is in the minds of most of you. It's the usual interrrogation:
"Who listens to that local Westchester Station, anyhow?"
Well, we got the results of various surveys, including Crossley's from time to time. All of them were rather good! We conducted our own in different sections of the territory on a small scale. These proved quite good, too.
Early this year we completed an extensive spot check to determine what percentage of our customers were listening to our radio programs over WFAS. (We're now sponsoring a quality musical presentation at 11:30 A.M., three times a week and a review of news of Westchester and the World at 6:15 P.M., Monday through Friday, in addition to Your Program). Without bias and with instructions to report the correct, uncolored answer, our meter indexers asked customers this question: "Have you heard our company's radio programs recently?" Emphasis was placed on "our (ompany." 14,356 customers were thus interviewed. Of these, 4,090, or 28.57o, answered "Yes."
1 lie result of the survey was particularly gratifying to us, and in referring to it one advertising agency suggested that it be, and 1 quote, "compared with the best daytime listening rating you can find."
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Don Edison
30 Iowa Farm Co-operatioes Reach Northwest Noontime Listeners by Jointly Sponsoring KVFD News
by DON EDISON
ON October 14, 1941, the Co-ops of Northwest Iowa, representing some 15,000 farmers, began the sponsorship of the 12:15 P.M. newscast on KVFD, Fort Dodge, Iowa. Now we are in our fifth year of broadcasting.
Behind that original broadcast and oiu' continued support of it lay our sincere belief in the Co-op movement and the advantages it offered the farmer in those fields of storage and marketing that have to do with the basic commodities the farmer produces and the basic commodities that he buys.
The 30 Co-ops that support this broadcast operate elevators, creameries, oil stations and one runs a fine soybean processing plant. So you can see that it was not our desire to advertise any particular service. No, we wanted to explain simply and honestly the advantages of the co-operative movement. We wanted to extend an invitation to all farmers and farm owners to join with us in that movement. Our commercials are short. They are non-controversial. I suppose you'd call them institutional. Everyone of the more than 2,500 that we have placed on the air has ended with the in\itation 'Join your Co-op today."
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