U. S. Radio (Jan-Dec 1960)

FARM RADIO ness and a continuation ol the radio advertising. EXCHANGES & MARKETS Sturgij< (S. I).) Livestock Exchanfie — Using KOTA Rapid City, S. D., tor the past 15 years, the exchange has been sponsoring the Livestock Market Suinwfiry (7:20 to 7:25 a.m.) Monday through Friday. The chent reports selling 72,000 head ol cattle during 1959, an increase ot 13,500 over 1958. This was the largest dollar volume in the history oi the exchange. Durham (N. C.) Tobacco Market— This organization has been using a 15-nn'nutc interview program during the maiket season, which us ually runs from Labor Day to around Thanksgiving. The program is heard at 12:30 p.m., Monday through Friday. R. C. Rankin, su|)ervisor of sales of the t<)l)acco market, conducts interviews on the show with farmers who tell what price they got for their tobacco and how long they have been selling in the market. Mr. Rankin expresses these views about the radio use: "Everyone connected with the Durham market eives radio credit lor most of our gain. . . . \Vc base the above statement on the fact that we have polled hundreds of tobacco farmers personally. . . . Oiir warehousemen consider the time over VVTTF a most profitable investment and you can consider this letter a contract for the same time, to begin near the same dates, during the 1960 tobacco marketing season." HATCHERIES DeKallt Aiiriciiltural Association — DeKalb hatchery has been sponsoring the JoUey Farm News (12:05 to 12:15 p.m.) on KRLD Dallas three days a week. The campaign runs eight to ten months a year with a total budget of between 515,000 and .S20.000. The agency for DeKalb had this to sav about the jirogram's effec There's only one full-time Farm Director in Central Illinois Emil "Farmer" Bill with IIV2 hours Farm Programming Weekly on WMBD First in Farm Service — First in the Heart of Illinois Radio Peoria tivcness: "We have found A. B. Jolley more than anxious to cooperate with our sales organization in the field and always ready to obtain localised news which has made the program exceedingly effective. . . He has never failed to appear before our dealer meetings and has originated many worthwhile ideas that have consistently paid off." SERVICES Farm Bureau Cooperative — This organization lias been using the 5:05 to 5:20 a.m. Farm Slimi' on WEEX Fasten, Pa., and is completing its second year of full sponsorship of the 12 to 12:10 p.m. news costing 165 per week. The residts have justifiecl the addition of eighteen 10-second spots costing ,'$.8'1.20 per week. ".•\ Practical Cotton Insect Control Profiram" Booklet — Last spring, Marvin Vines, farm director of K IHS Little Rock, Ark., offered this l)ooklet over the air. Using thirty 20second announcements, .S,152 recjuests were received from Arkansas cotton growers. SAVINGS Southwestern Savings Association — In June 1959, the savings and loan institution decided to try to develop I he farm market. Because of budget |)r()biems at the time, they purchased a scries of six spot adjacencies to moniiiig and noon larm time. Tiie response proved "overwhelming." But the important plus was that the company found that the accounts from the farm audience were in greater amounts than those received from urban or metropoliian acccmnts. They also found they received added response from the metropolitan group because of the "farm" advertising. These results led the savings association in 1960 to sign a 52week contract using a combination of farm programs and spot announcements to reach this audience. CHEMICAL Merck Chemical Division — On August 31, 1959, this company started a schedule on WGN Chicago of three 1-minute spots per week on Country Fair (12:10 to 1 p.m.). Due to the success of the campaign, Merck enlarged its schedule as of last January 4 to five 5-iniimte shews per week for 52 weeks. • • • 66 U. S. RADIO • February 196^