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Department Store — 1 he limpoiiuin DcjKirinu'iit Sioie, St. Paul, has been a sponsor on \VLOL-F.M .Minneapolis, Minn., for almost three years, advertising such products as cashmere coats, furniture, luggage and dinnerware. An example of the continued response the store has been getting was an item that sold from S,'? to S5. Response in orders from two Minneapolis suburbs came to $120 and SI 60.
Ice Cream — Brown's Creamery Co. has been on WLDM (FM) Detroit continuously since December 1956. At that time, it made its first buy just l)efore Christmas of three spots per Jay tor four weeks. A special mold of ice cream formed as a Santa Claus was ])romoted. During the first week on the air, WLDM states, over 800 telephone orders ^vere received for the special and in the next three weeks about 100 new home delivery stops were opened. When the initial contract expired. Brown's renewed for 52 weeks and has been on since. A \ear ago announcements were increased to four per day. About two months ago another test was held. Listeners were invited to write in to the station for a coupon entitling the holder to a quart of ice cream with the purchase of one-half gallon of milk. The station reports that over 400 replies were received, outpulling a coupon placed in a local major ne\\spa])er three to one.
Etchings and Lithographs — The
Ferdinand Roten Co. about seven years ago started a schedule on ^VITH FM Baltimore using 12 oneminute announcements featuring the voice of Mr. Roten. His establishment offers original etchings and lithographs by leading contemporary" artists: other departments include greeting cards, art books and gifts. Almost from the beginning Mr. Roten could see the results of his ^VITH-FM advertising. The station reports that the Roten company has changed from a fairly heavy newspaper advertiser to an occasional Sundav 200 to 400-line ad user, with almost the entire advertising budget on ^\ ITH-FM.
Savings and Loan — The San Diego
Federal Savings & Loan Association
(Cont'd on p. 44)
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IN ONE BUY yo^uuluii and ycs^ucinut
f
NORTHEAST
FM RADIO NETWORK
NIAGA.'^A FALLS
-^ I
ALBAKIr
rRor
SCHENECTAOr
POOGHKEEPSIE
NORTHEAST RADIO NETWORK
Ithaca, New York
E. E. Erdman, President
Joel Fleming, V.-Pres., Network Mgr.
Gerald Gushing, Asst. V.-Pres., Engineering
MUSIC— NEWS— WEATHER
5
FM RADIO STATION!
OWNED AND OPERATED BY BY
IVY BROADCASTING COMPANY
^ervinq L/lndtate i lew i/Jorh
QXR NETWORK, NATIONAL REPRESENTATIVES
U. S. RADIO
Julv 1960
{Supplement p. 21) 43