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With Benefit to Health
Shane Diagnostic Clinic Sells listeners in Northern California On Value of Health Exams With Programs and Spots on 1 StatAons
by ROBERT SELBV, manager, S\r\\th, %wll S McCreery, Adu. Agcy.
In addition to directing the vast low-cost health service which he created, Dr. Shane is chairman of the Council of Ethics and Advertising of the California State Chiropractic Society.
WHEN the depression had its teeth on everyone's pocketbook, Dr. Raymond Shane, D.C., inaugurated the Shane Diagnostic Foundation in Sacramento, Calif., to give everyone the benefit of heahh service within the reach of the collective purse of the times.
Dr. Shane began with one office, three nurses and the sincere conviction that his service was urgently needed. Response was encotiraging. Early experiments in advertising verified his confidence in radio.
Dr. Shane correctly reasoned thai other communities would resj^ond as lavorably as the Sacramento Valley, so he extended his health service to Stockton, then to San Francisco, Oakland and the bay area. In 1945 Dr. Shane chose San |ose as the site for his fifth office.
From the beginning, the Shank Dia(.nostk: Foundation depended upon radio programs and spot announcemenis. I oday, nearly 40 radio artists broadcast Dr. Shane's programs on seven Northern California radio stations. His patients have increased to such an extent that a medical staff of 70 now carries on.
From the very beginning of his broad
casts. Dr. Shane banned the familiar health talk. After some experimenting with listener reaction he settled on the folksy western range program which now, with the exception of a few spots, comprises all of his radio schedule. His commercials sell the value of health examination directing the listeners to the nearest Shane Diagnostic Foundation.
Dr. Shane's radio programs now include Yodcliug Johnnie, \b minutes daily on KROY, Sacramento; Prairie Jane and Arkansas, 15 minutes daily plus a schedule of spots on KGDM, Stockton; Dnde Martin and Foreman Bill both 15-minute programs daily on KYA, San Francisco; Longhorn Joe and his Western Rangers, 15 minutes daily on KROW, Oakland; Rodeo Roy, a daily program on KROW: Cactus Jack, 15 minutes daily on KLX, Oakland, and daily spots on KDON, Monterey.
1 hese programs are primarily designed to attract the listening aiulience within easy reach of any of the strategically located offices of the Shane Dia(;nostic Foundation but the residts have sometimes been surprising. An Alaskan sourdough heard one of the programs in the Aast reaches of the frozen North, took a plane to Seattle, transferred to another plane and came to Sacramento.
The main office of the Shane Diagnostic Foundation occupies the entire fifth floor of LoEw's Warfield Theaier Building, San Francisco. Advertising and sales promotion is handled by the San Francisco ofiicc ol Smiih, Buee K; McCrei Rv Anx'ERiisiNG Agency.
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RADIO SHOWMANSHIP