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pet milk
I lie latter appioach:
When it comes to cooking are you always looking for new ideas?... for new ways to fix the family meals? Well, here's a suggestion from the Pet Milk Company. . .for a new meat loaf that's mighty delicious. . .and easy too. You just mix one pound of ground beef, one envelope of dry onion soup mix and one small can of Pet. That's all there is to it. The creamy smoothness of that doublerich Pet keeps the meat moist and easy to shape into a loaf... and Pet blends the onion flavor into the meal so it comes out the juiciest, most flavorful meat loaf ever. Better make a note of the easy ingredients . . . one pound of ground beef, one envelope of dry onion soup mix and one small can of Pet. ...mix and shape into a loaf
...and bake 50 minutes in a moderate oven of 350 degrees. Meatloaf that's mmmighty good. .. because its made with Pet... the doublerich milk.
1 <) support ami supplement its ad\eiiisiiig efioits, Pet Milk also goes in heavily lor promotions to the Negro market. The firm employs a home economist, a Negro cooking and homemaking s])ecialist. who travels all over the coimtry to meet and talk Avith Negro women. "One ol the most iniiisual promotions to this market." Mr. \'anasse says, "involves a set ot 11-year old cjiiadriiplets. They have been rejiresenting Pet prodiK Is ever since they were born. They appear in events of particular interest to the Negro com
MlUIlitN."
Pet reicntly completed a promotion which involved each ol the f) 1 radio stations carrying the Siincl/iy Moniittjr program. The event was called the first national Sundav
Morning Ciospel Singing Clontest. Kach ladio station held local gospel singing contests. Each ol the local finalists was auditioned by tape recoi clings, with the three top finalists being sent to Chicago for the final judging by three well-known figures in the gospel singing and music fields. The final competition was held in a high school auditorium, Aviih Sid McCoy acting as the emcee. The winner was awarded a commercial recording contract with a record company, and a S250 donation by Pet Milk to the c lunch or charity of her choice. Cash prizes were also awarded on the local station level.
Constantly keeping track of the swiftly changing pal terns of the Negro maiket. Pet Milk and its agency are confident that Negro-appeal ladio will continue to be its most efTc'ciive means of reaching this important consumer group. And they expect to continue using radio as a primary medium of advertising, promotion, education and public service. • • •
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Oj the 64 stations used by Pet Milk, 22 are part of the Negro network of the Keystone Broadcasting System. Sidney J. Wolf, president of KBS {I. ), states that "The number of Negro-appeal radio stations comprising Keystone\'> Negro network is 463. a number which is growing in light of the new and increasing interest of national as well as regional and local advertisers in seeking this specialized market as consumers of their goods and services." Mr. Wolf is seen tvith Edwin R. Peterson, senior vice president of Keystone, checking firm^s transcription library.
38 {Sujjple/iifiil p. 22)
U. S. RADIO
November 1960