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WCOV'S GROUCHY GUS
Promotion of the sale of used cars by the presentation of an unusual analogy has been the stunt suecessfully attempted by a dealer in Montgomery, Ala. This enterprisingbusinessman wanted to tell people that gloomy days and "gripey Guses" would be eliminated so far as auto worries were concerned ... all they had to do was buy dependable used cars from him!
Lawrence Byars, owner of the Lawrence Byars Motor Company, 123 Bell Street, Montgomery, chose radio station WCOV to promote his business. The analogy previously mentioned was the origination of the "Grouchy Gus" program. A daily 15-minute show from 5:45 to 6 P. M., it features Lee Allen Ford, WCOV staffer, as Grouchy Gus, and the announcer on duty as his straight man.
The program is opened with an introductory commercial . . . very short . . . and Grouchy Gus is introduced. He airs the gripes written in by listeners to the program. That is all. He doesn't air his own views on the subject. Mr. Byars chose this type show as a unique way to get across to prospective purchasers of used cars the fact that buying dependable used cars from his company would do away with gripes and grouches.
The time chosen for this show, which has been on the air about four months, was selected as the hour which would reach the
Lee Allen Ford, WCOV Montgomery staffer, who takes the role of Grouchy Gus on a daily program which promotes a used car dealer. Idea is that buying dependable used cars from this dealer helps get rid of grouchy guses and gloomy gripes!
greatest number of male and female listeners with a daytime program.
As for the sponsor of Grouchy Gus, he is a man who has long been identified with the automobile business in Montgomery. A graduate of the University of Alabama, Lawrence Byars held a reserve commission in the ROTC and entered the Army in the ordnance department at the outbreak of the war. Upon his separation he joined the staff of a local automobile agency, but a year later started his own business on Bell Street. He started using radio on a small scale when he first entered business, and gradually increased its use as the power of radio proved its value to him. Now he has spots on one local station and programs on two others. In addition to this multi(Continued on Page 31)
AIR FAX: Grouchy Gus is warning to listeners that he can be dispelled by their patronizing his sponsor. First Broadcast: September, l()4S Broadcast Schedule: Daily, 5 45 to 6 P. M.
Sponsor: Lawrence Byars Motor Company
Station: WCOV, Montgomery, Ala. Power: 250 wat ts Population: 78,084 Preceded by: Herb Schriner, CBS Followed bv: Local classified ads
RAD IIO .SHOWMANSHIP