Sponsor (July-Dec 1953)

SOUTHWEST VIRGINIA'S IJOUtee/l RADIO STATION WABJ ... Roanoke's LARGE ECONOMY SIZE Whether YOU use NIELSEN or SAMS, you'll find WDBJ's daily audience DOUBLE the second station's—at LESS than 20% more cost! WDBJ's Nielsen and SAMS reports are now available from your nearest Free & Peters Colonel, or from the station. Compare — then call — Free & Peters! **#£'£f Established 1924 • CBS Since 1929 AM • 5000 WATTS • 960 KC FM . 41.000 WATTS • 94.9 MC ROANOKE, VA. Owned and Operated by the TIMES-WORLD CORPORATION FREE & PETERS, INC., National Representatives 1931 1953 Twenty-two years of Successful Selling figL^iL.J'-'_-_~r~" ~ ' — 76* /tnt TKotfo State*** Cnn0W •KGVo-KRnn 5000 Wattt 250 W«tt» Night II Day Night & Day MISSOULA ANACONDA BUTTE MONTANA THE TREASURE STATE OF THE 48 Representatives: Gill Pcrna, Inc. N. Y., Chi., LA., and S.F. WANT TO SELL CANADA? One radio station covers 40% of Canada's retail sales CFRB TORONTO 50,000 WATTS, 1010 K.C. CFRB covers over 1/5 the homes in Canada, covers the market area that accounts for 40% of the retail sales. That makes CFRB your No. 1 buy in Canada's No. 1 market. REPRESENTATIVES United States: Adam J. Young Jr., Incorporated Canada: All-Canada Radio Facilities, limited LIFEBUOY l Continued from page 35) Sister, Lifebuoy's only participation in the afternoon soap block, featured 30second singing commercials in 1949. From 1949 through 1951, despite the ever-rising sales curve for toilet soap, Lifebuoy was still slipping. Over-all toilet soap sales at this time were mounting as follows: 1949— $143,120.000; 1950 - $142,090,000; 1951 — $153,500,000. The trend to super market selling was not a factor in Lifebuoy's sales problems for a two-fold reason: ll) Lifebuoy had satisfactory super market distribution, as well as Lever Bros.' concerted merchandising and in-store display efforts to support it in its fight for choice shelf space; (2) the bulk of toilet soap sales still was made in drug stores. The year 1952 marked the turning point in Lifebuoy's 58-year-old history. The soap was tested with a new formula. Puralin, a new ingredient, was added to Lifebuoy, giving it both longer-lasting anti-B.0. properties and a fresher odor. By June 1953, Lifebuoy could boast that the medicinal odor was gone for good. Lifebuoy was also repackaged. After its face-lifting, the soap took to the air. Says Warren Fales, Lifebuoy's assistant brand ad manager: "Our 1952 effort brought about what the 1941 campaign had failed to do: a very substantial sales boost." SPONSOR places this sales increase between 15 and 20%, bringing Lifebuoy to number six spot in the toilet soap industry. In 1952. prior to Lifebuoy's direct appeal to women, a Good Housekeeping Consumer Panel of 1,830 respondents placed Lifebuoy ninth on the preference list, with its competitors lined up as follows: Ivory Soap — 18.7% Dial Soap— 16.7%; Lux— 13.1% Camay— 13%; Palmolive— 12.7% ; Sweetheart Soap — 10.3%; Cashmere Bouquet — 6.9%; Woodburv— 6.7% : Lifebuoy— 4.3%; Wrisley— 3.5%. Today Lifebuoy is banking heavily upon its dramatic switch from a health soap to a cosmetic soap, hoping that its 1953 advertising campaign will bring it further along in its bid to regain status as number one toilet soap. The interpretation other sponsors can put on the Lifebuoy approach is this: \\ hen your product loses ground, it may be wise not only to change it but admit to consumers that it wasn't up to par. * * * 56 SPONSOR