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AS PART OF tha annual Negro Day parade through downtown Shreveport, La., KANB has a float that features "Miss Personality," selected by the station audience. The event coincides with Louisiana State Fair.
THOUSANDS OF ON-LOOKERS gathered at the final selection of "Miss KNOK" of Dallas-Fort Worth. The latest annual event was held on the open-air Magnolia Stage at the Texas State Fair.
the Memphis market h\ one or two year.s, the study stales. Ahhotigh the first product never used the station, Mr. Clean started a moderate schedule ol 10 spots a week last February. Here are some of the results of the study:
Of 310 lionie interviews with Negro consumers, 208 stated that they use a licjuid detergent. Of these, 148 said they use Mr. Clean and 50 said they use the other product.
The next question asked, "How long have you used your present brand?" A total of 43 said they have been using Mr. Clean from two to six months.
"Did you switch from some other brand?"
A total of 34 said they switched to Mr. Clean from another brand, while only 11 said they switched from Mr. Clean to another brand.
In addition, WDIA has conducted in-depth studies on the brand loyalty of Xegro consumers and their media preferences.
Programming and Community Service
Negro radio progrannning fare has seen a major upgrading in content over the past year. And indications from station questionnaires are that this trend ^sill take on even sharper direction in the months to come.
Paul von Hagel, vice president and general manager of \V^R.\P Norfolk, states, "A major trend in Negro programming has been the upgrading in disc jockey shows, news, connnercial content. In general, a big job has been done by most stations in presenting a more qualitative product. Real thought in community needs and wants presented in a professional manner."
Community service programming is being stressed.
Ill €^ III o to 111 a cl i s «» It
Like any smart people who are doing things, you are liable to human errors.
Your days and nights are filled with constructive action and creative contributions to Commerce.
It is only natural then, that sometimes you will overlook an all-important phase of getting your clients' stories to everyone.
One of these errors that keeps your efforts from getting fullblown exposure is the failure to use the Broadcast Medium called Negro-Appeal Radio.
It's the different, exciting, exclusive way to reach over 18.500.000 Americans on a dailY basis who spend over 19Billion dollars every year.
Already, many Agencies have experienced the dramatic sales increases caused by the use of Negro-Appeal Radio. Advertisers and agencies who have properly used this broadcast medium have Ijeen "on" for years.
In spite of all this, we, in Negro-Appeal Radio, have apparently failed to give you enough convincing information on the medium.
Be as.<ured! This is being corrected . . . now . . . l)y the unified national effort of the outstanding stations belonging to the new Negro Radio Association.
We are going to give you and your clients the factual reasons why no advertiser can do a complete selling job and still overlook the daily influence that Negro-Appeal Radio has on the spending of over 19-Billion dollars a year.
NEGRO RADIO ASSOCIATION
Temporary address: P.O. Box 10063 Charlotte, N. C.
•V. S. RADIO
November 1960
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