U. S. Radio (Jan-Dec 1960)

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HOMETOWN, U. S. A. radio I GENERAL SUPPLY Sales jumped 100 percent for Hastings Co-op Supply, Hastings, Nebraska, reports store manager Charles Buss, after starting a spot schedule on KMMJ Grand Island. Using KMMJ almost exclusively, he says, the store sold 27 major appliances in 60 days. During same period last year, he reports the sale of only one major appliance. Advertising placed on KMMJ by the company for a one-day paint sale resulted in $500 in paint sold, as well as six major appliances, according to Mr. Buss. j SAVINGS & LOAN j Officials of First Federal Savings and Loan Association, Denver, recently signed a contract with KOA Denver renewing its sponsorship of 22 news broadcasts per week. After seven years and 7,176 news programs sponsored by First Federal on KOA, Malcolm Collier, company president, reports assets have grown from $9 million to $33 million. First Federal spends the majority of its advertising budget on KOA, he says. I HOME SERVICE The Home Service Club of Dallas, which provides home building, repair and maintenance services, ran a campaign to solicit inquiries on the HSC operation. Radio and other media were used, with 10 spots a week on KIXL Dallas. Responses from KIXL spots ran 11 to one over other forms of advertising, according to James L. Townsend, HSC president. He says the KIXL now gets the majority of the HSC advertising budget. I FOOD BROKER I Kretchmer Wheat Germ, advertised for several years on WOR New York through B. Meir & Son, New York food broker, has increased its sales 90 percent. Fred Barnet , sales manager of B. Meir, says the company has advertised the product on the Carlton Fredericks Show for several years, and radio has been the prime medium. Now buying three spots per week, Mr. Barnet says the radio advrtising has aided materially both in chain store and independent grocer distribution. Don't be detoured. If you want to move in Metropolitan New York, you need WPAT . . . the station that moves millions throughout 31 counties in New York, New Jersey, Pennsylvania and Connecticut. Follow the lead of the world's leading lines. They're in transports over the effectiveness of WPAT . . . where transportation and travel advertising has climbed to a stratospheric 2090% increase in three short years. There's no doubt about it, commercials get there faster on WPAT. And for advertisers, getting there is all the fun. Here are only a few of the world travelers who've found out how much faster and how much more fun it can be to get there on WPAT: Arosa Steamship Lines, Braniff, BO AC, Capital, The French Line, Irish Airlines, K L M, National, Northeast, Northwest, Sahena, SAS, TWA and United. In the past three years, all of them have advertised on WPAT ... the station with the air of success. WPAT WPAT-FM U. S. RADIO • October 1960 53