Sponsor (Oct-Dec 1964)

f^ i^ -i^ f^ ts MONROE More mileage via radio Auto equipment company uses sportscasts for on-air product promotion and the sportscaster, himself, for extensive dealer promotions off-the-air ■ Take a small manufacturing company that has had to develop sharp wits in order to survive. Apply comparable craft and cunning to its advertising policy and what do you get? A winner. Its name: the Monroe Auto Equipment Co. Out of business necessity (and good common sense), the company decided to get all the extra mileage it could from radio. And the procedure became a policy — a profitable policy. Here's how: Monroe makes shock absorbers for cars and trucks. And the company's principal advertising goal is to sell its name, since its principal problem is to develop product identification. Who buys their product? Mostly men. What's a logical way to reach this often elusive segment of the consuming public? Well, at home or in their cars, by radio. And while you're at it, program for a man's second favorite subject — sports. That's just a quick resume of the common-sense approach, as devised by Monroe's agency, Aitkin-Kynett Advertising, Philadelphia. Chief of the account is Joe Culbertson, with Jack Accctta as back-up man. Some of the company's advertising success, however, is a reflection of the 47-year-old company's overall history, a success story unto itself: 44 It was founded by the late C. S. Mclntyre, whose sons, Brouwer D. and Charles S., today serve as board chairman-chief executive officer and as president, respectively. Originally called the Brisk Blast Manufacturing Pat Summerall (r), WCBS radio's sports director, checks Monroe Auto Equipment shock absorber during call on Tony De Biasse (I) of the Hickory Tree Garage located in Chatham, N.J. Co., it made — and sold — more than two million hand tire pumps back in the early '20s. Then came spare tires and — worse still — free air at gasoline stations. Monroe's business threatened to slacken to a sleepy torpor and then a silent demise. Although Research and Development wasn't much known as a phrase or a department in those early days, alert Monroe executives stayed up late, experimented furtively behind closed doors. And then they got it. The company introduced leveltype shock absorbers for cars and trucks in 1926 and, a year later, adopted its present name — the ' Monroe Auto Equipment Co. By 1933, Monroe had begun the manufacture of direct-acting, hydraulic shock absorbers, standard equipment on all U.S. -made (and many foreign-made) cars today. Domestic production is centered ■ in two plants — at Hartwell, Ga., (near Atlanta), and Cozad, Neb., — • with home offices in Monroe, Mich. With "associated companies"around the world, the Monroe name is becoming more and more prominently known. For example, a gigantic signboard promotes company name and product along the i airport highway just outside Montevideo, Uruguay. The home office has traditionally I endorsed local advertising. And, I whenever possible, it's also been > enthusiastic about utilizing local I sports personalities, a concept with I great potential on radio, in particular. Thus, in the past, Monroe has backed Bob Reynolds on WJRi Detroit, Bob Steeles on WTIC Hartford. In Pittsburgh, they've had Pie Traynor working on their be' half and at important auto-supply' trade shows, they've introduced Olympic decathlon champ Bob' Mathias and sportscaster Bill Stern' to visitors at the Monroe hospitality suite. These are just a few of the SPONSOR r