U. S. Radio (Jan-Dec 1960)

FARM RADIO "We are making a concerted effort to convince advertisers of mass consumed products that farm programming offers a new untapped source of potential customers." (Cont'd from p. 62) Danville (Va.) W elding Co. (Meyers Water Pumps & Tanks) — In a 12-week campaign on \\'DVA Danville, Va., the firm used the Frank Raymond Farm Hour. It bought time between 5 and 5:30 a.m., Monday through Friday, at a total cost of S900. The results, according to WD\'.\, came to over 200 units and tanks sold, amounting to over S44,000 in sales. No other medium of advertising was used. A. A. Walrod Bottled Gas — In .\pril 15(52. this ktinitch. N. \'.. (u in bought five participations a week on W'l I \ Jamestown, X. Y. Dining the winters of 1953 and 1951, Walroil reported that for the first time in its 30-year history orders and new customers for bottled gas were greater than its cancellations. The store lias since continued with a similar schedule on the WJTX Farmer, conducted by Doc \Vebster, station farm service director. In every season it has shown a steady increase in bottled and Indk gas in st.Tllations and in appliance sales. W'alrod credits the program for this steady flow of customers. -Vlassey-Ferguson Ine. — Early in 1959 tile company started sponsorship on WXOX Knoxville, Tenn., of The Voice From tlie Farm, using 10 minutes on Monday, Wednesday and Friday. Cliff Allen, farm director, worked closclv with local dealers. Several months alter the start of the campaign one M-F dealer, Charles .Sloan Implement Co., was first in sales in the nation and anotiier oiulet. White Brothers Farm Service, had climbed to the sixth national spot. Massey-Ferguson continues to sponsor the program. Silent Glow Oil Burner ("orp, — This company j)in(h;ised a 27-wcck schedule on WTIC Hartford, Conn., to run three times a week on a rotating basis. One week announcements were heard on Monday, Wednesday and Friday, and the other week on Tuesday, Thursday and Saturday. .Ml spots were aired at approximately 5:33 a.m. during the early morning show of Frank Atwood, WTIC farm director. R. M. Sherman, jircsident of Silent Glow Oil Burner Corp., had this to say after a commercial had been on the air a total of four times: "Admitting that the liroadcasts were very timely in view of the weather situation . . . plus the fact that radio is about the only medium with which you can spin on a dime, the residts have been none the less phenomenal. You will l)e interested lo know that etjuipment sales today, as a result of your broadcasts, far exceed the cost of the entire 27 weeks for which we are scheduled." J. II. Furrow Farm Maehinery .Auotion. — This firm, whenever its promotional funds will permit, advertises through spot announcements on WBT Charlotte, N. C, which is about 200 miles from its home in Sweetwater, Tenn. The auction firm has been a regular farm advertiser These People Capture Listeners! WGY offers advertisers a unique (for its area) opportunity to sell specific adult groups Tliroufih [lorsdiialitv shows such as the 'Martha Brooks Show" and 'Farm Paper of the Air," WGY captures specific and mature audience •groups in its market area: Northeastern New York and \^'estern New England. This varied proiirammin<; earns top listenership among all adults — listeners who spcrifl the money for your products. With spots on WGY, you can pinpoint your sales message to individual buying groups (farmers, housewives, sports fans, many others) — an advantage no competing station otTers. Varied programming makes WGY your best area buy for a class or mass message. For availabilities, contact the Henry I. Christal Co. or WGY, Schenectady, N. Y. 982-15 50,000 Watts • NBC Affiliate • 810 Kilocycles A GENERAL ELECTRIC STATION DON TUTTLE ■FARM PAPER OF THE AIR" 64 U. S. RADIO • February 1960