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FARM^VjRADIO
(Cont'd from p. 56)
ances, insurance, tood and drugs) that farm progranmiing offers a newuntapped source of potential customers," says Robert Hyland, vice president and general manager of KMOX St. Louis. "The farmer is one of our most prosjierous citi/ens and is as interested and able to buy a 1960 car as his counterpart in the city. Wise advertisers can pinpoint these prospects with farm radio.
"Conversely, we are trying to convince farm product advertisers that the full range of our schedide is as potent for reaching the farmer as specifically designated farm time."
In line with this, Jim Dowell, manager. Kl().\ Des Moines, la., states, "Hecause we serve a predomi
nantly rural area, we try to sell the farm advertiser — and the consumer advertiser, too — on the basis that we are reaching a mass audience all the time. We do program specifically to the farmer one hoiu a day, a hallliour in ilie morning and a half-hour at noon. Our farm information is in five-minute segments."
And Scott McLean, WLW Cincinnati sales manager, declares that "there has been some improvement. Advertisers of other than strictly farm ctjuipmcnt are steadily realizing that ihc rural dweller is a buyer of other than strictly farm goods, liut there is much progress to be made in this activity along these lines \et." • • •
George Roesner, farm director, KPRC Houston incorporates the authentic sound of this poultry farm in on-the-scene radio broadcast.
Case Histories
(CONT'D FROM P. 27)
lime, district saw sales were reported up 10 percent. VV^SIi declares that radio was then selet led for a 52-week run on a program basis for the current 1959 to 1960 season. Homelite sponsors on WSB the 15-minute farm roundup segment (5:15 to 6 a.m.) of the Dixie Farm & Home Hour
(Cont'd on p. 60)
OHIO'S MOST POPULAR STATION with FARM ADVERTISERS
EQUIPMENT
J. I. Case Company
International Harvester
Massey-Ferguson
Minneapolis-Mo line
Ford Tractors
Speedy Manufacturing Co.
FEEDS & SUPPLEMENTS
Allied Mills
Armidexan
Diamond Crystal Salt
McMillen Feed Mills
Moorman Manufacturing Co.
Murphy Products Co.
Oelwein Chemical (OCCO)
Oyster Shell Products Co.
Ful-0-Pep Feeds
Myzon, Inc.
Morea
Partial l.isi of 1959 Advertisers SEED & FERTILIZER
Funk "6" Hybrids Davison Chemical Co. DeKalb
Farm Bureau Co-op Federal Chemical Co. Royster Guano Sohio Chemical Co. Spencer Chemical Co. Swift Plant Food Allied Chemical Northrup-King
ANIMAL HEALTH
Anchor Serum
Geigy Agricultural Chemical
Hess & Clark, Inc.
Dr. Salsbury Labs
. Why not join this group of satisfied advertisers?
"THE VOICE OF OHIO AGRICULTURE"
COLUMBUSWORTHINCTON, OHIO
Represented by GILL-PERNA, INC.
PETROLEUM PRODUCTS
Sinclair
Standard Oil Co. Sun Oil Co. Ohio Oil Co. Pure Oil Co.
MISCELLANEOUS
D-Con
Honneggers Mills
Livestock of Omaha
Ohio Guernsey Breeders
Ohio Holstein Ass'n.
Ohio Rural Electric Coop Ass'n.
Ohio Wool Growers Ass'n.
Producers Livestock Ass'n.
Independent Livestock Ass'n.
58
U. S. RADIO • February 1960