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If you're serious about selling your product (if you're not, send your name to Ripley) you don't just say it's homecoming and see who shows up. You send your clarion call where it'll be heard. In Central Ohio that's WBNS Radio, rated first by Pulse 315 out of 360 quarter hours, 6 a.m. to midnight. Monday through Fridav. Ask John Blair.
WBNS RADIO
COLUMBUS, OHIO
i
BOB BRUTON
Midnite-6:00 AM
JIM TUCKER
6:00 AM-9:00 AM and 12 Noon-3:00 PM
BOB MITCHELL
9:00 AM12 Noon
JOHNNY LAN
9:00 PM-12 Midnite
o^<
^
News Editor, BILL HIGHTOWER
Newsmen
BRUCE NEAL ROY EATON BOB SHAEFER
CONGRATULATIONS TO "U. S. RADIO"
FORT WORTH, TEXAS
1360 kc 5,000 wotti day, 1,000 wattj night
SOLD IN COMBINATION WITH WRR, DALLAS
ASK YOUR AVERY-KNODEL MAN
DAY 7 DAYS A WEEK
"BIG
KXOL
7 4
HOURS A
HOME OF
THE
TEN"SS^tey
RAB (Contd)
that it cuulci do u^ sonic good 12 inunths around the calendar. Particularly in our major competitive areas where we go in all directions . . . around the seasons."
The ability of radio personalities to sell products was also discussed at the R.\B Clinic. "We chose radio, too," No-Cal's Wolff pointed out, "because of its low cost per thousand and the belief that participation in radio ^trsonality shows could give it (No-Cal) die greatest initial impact to help move it off the dealers' shelves. 1 he idea of using the radio biggies," he added, "was an immediate success. The audiences of these radio personalities were easily convinced by their idols and took their suggestions about trying No-Cal. With the followers of radio personalities as a consinncr nucleus, sales soared."
RAB launches new projects
1 lie Radio Advertising lUirtau will launch several projects in the next six months in the realms of market information, sales and audience research, and sales promotion.
The market information studies will concern the Negro market, the fann market, the gasoline and household appliance markets, and the grocerv and drug markets. They are designed to cover all currently available statistics on the size and importance of these areas, and will give potential advertisers a clearer picture of the immediacy of radio — and of its ability to deliver the "last word" to prospective customers before a shopping trip.
Complete background information on 90 different national products is being gathered into a booklet for the use of time salesmen, and R.VB will include as a coiiipanion piece a study of "Eight Points Why Vou Should I'se Radio." rhe booklets will be of value in preparing for sales calls to manufacturers of merchandise ranging from automobile insuraiuc to phonograph records.
Four package mailings will soon go out to the R.\B membership to assist in selling radio to department and men's stores, appliance dealers, anel banks. They will contain panijihlets listing |)romotion ideas, co-op data, re views of merchandising proble-ms. and success stories. .Mso. RAH is revising its (;o-op Booklet, which will iniliuk man ufacturers' policies toward eoeiperative advertising in virtually every significant business in the nation.
R.\B has added four aeeount exec u tives to its ".S.des Barr.tge" stall, making a total of 10 who tail on .lehertiseis in major markets throughout the eountrx to se-11 r.idio .IS an elfeetive advertising medium. • • •
50
U.S. RADIO
()it<)I)er 1*.)57