U. S. Radio (Jan-Dec 1960)

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Radio Primes Pump For Bottled Water Mountain Valley Water Co. finds radio delivers most loyal customers; marks ten years on sound medium Selling water to householders is not the easiest thing in the world to do. There is plenty of it everywhere for free. But there are large numbers of people, who, for reasons of health or personal choice, buy bottled mineral water regularly. How can a bottler and distributor of mineral water use ma§s media, such as radio, to reach this specialized consumer group? Switch to Radio The Mountain Valley Water Co., New York, first used radio in 1950, reports its president John Scott, after a long history of advertising in newspapers and direct mail. At that time, the company bought a small schedule on one New York station. By the end of 1960, according to Mr. Scott, Mountain Valley will have spent $75,000 in radio for the year. Mr. Scott explains that each distributor plans and provides for his own advertising in his marketing V. S. RADIO • November 1960 41