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.
hometown USA #^
• Commercial Clinic ^^
• Station Log JV
• BPA Memo
(Local Promotion) ^^"^^
• Radio Registers
Radio Brightens Sales For Two Paint Firms
Los Angeles and Detroit companies devote major portions of ad budgets to radio. Increased sales result
The paint-speckled fellow \vho's refurbishing his own home "hears" color loud and clear long before he's sampled the turpentine. The evidence is sul)mitted by two paint companies, one in Michigan and one in California, whose record sales figures for the
past year indicate the man with the brush is "buying by ear," too.
Each of the firms — the Victor Paint Co. of Detroit and the National Paint & Varnish Co. of Los Angeles — is spending a large chiuik of its advertising dollar in radio time. Each is coupling this expendi
ture ^\■ith special promotion and merchandising features. And each has been experiencing a continuing growth in sales during a period that, according to National's president, Melvin Spellcns, has been marked by "an industry-wide decline of 20 percent."
In the case of National, 45 percent of its advertising budget of almost $100,000 is allocated to radio; in the case of Victor, the figure is 60 percent of a budget exceeding § 1 00,000.
E^ntil last spring, X'ictor was a oncoiulet firm known, principally to professional painters and decorators in the Detroit market area, as a wholesale source. Then in April the company's yoiuhful president, Harold Victor (he's only a few years older than his 29-year-oId firm) , opened an expansion progiam that within two months had added to the parent establishment a network of five retail paint and wallpaper centers in and around Detroit.
Since its first new outlet opened April 9, 1958, Victor Paint Co. has saturated Detroit's sound-waves to the tune of 60 percent of its advertising budget, over stations WXYZ and foreign-language 'W'JLB. Spot an
U. S. RADIO • Januarv 1959
49