Sponsor (Jan-June 1956)

SATURATION RADIO {Continued from page 39) cast is compiled, and listeners are told the whole story as much as possible. "I also call Albert Prugh when he winds up his morning trip to the Los Angeles Wholesale Markets. Mr. Prugh is editor of the Federal State Market News, and I feel his comments are objective. Sometimes, his comments are taped the morning of the broadcast by telephone. "I use late United Press market reports and farm news, releases from the University of California and material from the University's Cooperative Extension Service. Also contributing to the five-times-weekly scripts are books and magazines galore, cook books, encyclopedias, home economics texts and periodicals, publications and bulletins of Federal and State government bureaus, releases of such organizations as the Western Growers Association and the voluntary cooperatives of California fruit and berry growers." — \ One million big-framed Kansas beef cattle spent the summer grazing the Bluestem, the nation's richest pasture area. Now these choice steers are on their way to market, where they'll bring #200 apiece! That's #200,000,000 into the pockets of Kansas Farmers . . . cash to be converted into cars, tractors, appliances, food, drugs — and your product! In Kansas The farmer (with an income of #8,830* after taxes!) is your best customer. Sell him with the radio station he listens to most— WIBW! •Consumer Markets, 1955. ■ Kansas Radio Audience, 1954. TOPEKA, KANSAS Ben Ludy, Gen. Mgr. WIBW & WIBW-TV in Topeka KCKN in Kansas City Rep: Capper Publications, Inc. SERVING A MARKET 52% ABOVE THE U.S. AVERAGE The amount of research that goes into the capsule show pays off by giving an authoritative ring to what newsman Alan Lisser tells Angeleno homemakers via KBIG, Von's feels. Much emphasis during the show is put on the "why's" back of prices and supplies of produce. The effect of weather conditions — such as the recent California floods — on crops, the problems of produce growers, transportation factors and other agricultural elements are all pointed up in discussing what are "best buys" in produce. But Homemakers News is not operated from behind a news desk at the music-and-news station. Margee Phillips often makes field trips to gather her women's-interest news where it's happening. The attractive blonde Miss Phillips, who bears a strong resemblance to Doris Day, has become a familiar sight in the pre-dawn hours at the huge Los Angeles Produce Market. Produce raisers have come to know and like her, and the show, too. B. B. Blank, vice president of the California Mushroom Farms in Whittier, Cal., recently stated: "Since Miss Phillips' detailed inspection of our mushroom growing and packing facilities a few weeks ago, we have been watching with great interest the results of the subsequent radio approach to the subject. It was most obvous that she had read into the subject prior to her visit, which no doubt enabled her to gain a fuller understanding of this art. "We have listened to the copy for Von's, and were very much impressed with the smooth handling of the divergent elements of mushroom culture. Without avoiding or distorting any scientific details, the entire story was an interesting, educational and appealing approach to the prospective buyer. Since this type of advertising, our regular sales of mushrooms to Von's have increased 25%, and on 'special' advertising have gone several hundred per cent over normal. We feel that these outstanding achievements are the result of a manifestation of Von's very high merchandising standards." Short-term results: Although Homemakers News is geared to the long pull of building good will for the Von's stores, the program series is used by the client to gain sharp sales increases in particular items. 126 SPONSOR