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Commercial Manager Joseph Martin, it was decided to include WDSC in its list of stations to be used.
The morning spot was placed following a five-minute news summary within the program "Alarm Clock Club," an informal record show in which weather reports, bits of farm information and requests for musical selections were answered. The 11:45 A.M. spot followed the very popular and informative "Farm and Home Hour," on which frequently appear the County Agent and the Home Demonstration Agent and other outstanding persons in the farm world of the rich Pee Dee Section of South Carolina.
These spot announcements offered 100 baby chicks, ranging in price from $3.95 to $8.95, to be shipped parcel post, C.O.D. Immediately after the first announcement was given, the orders started flowing in.
Duiing the spring of 1948 an unsolicited letter from Black's Poultry Company was received praising WDSC for the results obtained from these spot announcements. It stated in part, "We should like to extend our appreciation for the splendid results that we have obtained from your station.
"It is the cheapest in cost of the many stations that we are on, but in comparison it brings in results better than some of the 50,000 watt stations that we are on."
This fall the management of station WDSC received a firm order for another season's advertising for Black's. It was one of 30 stations to be selected from all over the country.
Undoubtedly much of the success in the use of spot announcements was due to two big factors . . . the selection of the right station for the job, and the careful choice of time on which the announcements would be presented. In any programming involving spot announcements — recently clarified as "national selectives" — the emphasis is on careful and tested selection of location and time. In the case of the announcements on WDSC, the placing of both spots during and following farm programs was perfect. The first show was an earlymorning airer giving weather reports and bits of farm information. The later
morning show presented farming personalities. What better places could there have been for the sale of baby chicks?
The fact that close to 211,000 chicks were sold in the 15-week period proves the value of knowing the "how" of program planning. It illustrates too the urgent need for close cooperation between sponsor and station to get the utmost out of their commercial planning.
In placing his order with WDSC this fall, G. B. Blackmon, manager of Black's Poultry Company, wrote:
"This was our first season of doing advertising of any sort as Black's Poultry Company, and it was an education . . . We have attempted to build a reputation that will do credit to us and our advertising mediums. Evidently we succeeded to some extent as our orders have averaged over ten thousand chicks per week since we stopped advertising. . . We have sold a great many chicks on repeat orders, and we have a large list of regular customers.
"In March and April we sold over four million baby chicks. This coming season we plan to sell over twenty million ... It (Continued on Page 31)
G. B. Blackmon, manager of Black's Poultry Company
JANUARY, 1949
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