We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
SMALLER MARKETS
(Continued from page 32)
gional rep his home office can and will put him in his place; in turn this does not help the station.
The trick here is to develop the food and drug brokers, wholesalers, retailers, and chain operators. WRGB, in Schenectady, N. Y., has, over the past four years, developed product distribution maps and lists for every food, drug, candy, petrol, appliance and supermarket product in their area. Each distribution map is superimposed on the station coverage map and there is a separate map for each broker, wholesaler, and product. Conceived and implemented by Robert F. Reid, marketing manager for the General Electric stations, the distribution by coverage area data has been an invaluable door opener for national business.
The national advertiser will not hesitate to slap down his own employee but he'll listen when a supermarket or a broker suggests a station. This WMTW-TV, on Mt. Washington, New Hampshire, knew and developed, over a fouryear period, into a 300% increase in national business.
From the beginning this station had coverage in Maine, New Hampshire, and Vermont, had the 83rd market, Portland, Me., in its pattern, and served a multiude of small communities separated by mountains that were a bugaboo for any national advertiser when it came to marketing and retail promotion. Portland was the warehouse center and the First National, A&P, Red & White and Rexall Drug chain regional headquarters; and Portland got the business.
By contacting the broker and wholesalers, the retailers and supermarkets, Mt. Washington -TV built acceptance, sold the idea that they blanketed most of the supermarkets and chainstores north of Boston, translated this into local and regional billing and (hen national spot. First National Stores and then A&P bought the station, then the other chains followed suit. A year later HR&P and station manager Robert L. Mavnaid had the documentation for a presentation that resulted in acceptance of
WAVE-TV gives you 28.8% more HOUSEWIVES
—28.8% more viewers, minimum!
Since Nov.-Dec, 1957, NSI Reports have never given WAVE -TV less than 28.8% more viewers than Station B in the average quarter-hour of any average week!
And the superiority during those years has gone as high as 63.6% more viewers!
More viewers = more impressions = more sales! Ask Katz for the complete story.
CHANNEL 3 • MAXIMUM POWER NBC • LOUISVILLE
The Katz Agency, National Representatives
SPONSOR/ 1 October 1962
51