We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
mountain valley
area. "Although we make suggestions from the home office for local advertising, the distributor makes all the final decisions. In cities where special programming is not used," he points out. "the distrii)utor often uses spot. Spot is on in C^hicago and Pittsburgh now, and in Detroit oin distribmor is using spot on a foreign language station.
"Today, I can honestly say that we have never used anything more effective than radio," Mr. Scott asserts. "In a 1956 survey, after six years of radio advertising, we found that the customers accjuiied through radio were 10 times better than those solicited by other media," he says.
Defining a good customer, Mr. Scoit calls him one who has reordered the product 10 times or more. "Our customers who have come to us through radio advertising have been, by far. our most loyal." he says.
".Another reason for our gradually expanded use of radio is its relative economy as a jiroducer of sales. From comparison studies we have made ol new customers gained from \ari()us
media, we have learnetl that wc get 22 percent more inquiries per dollar from radio," Mr. Scott points out. Breaking down the cost per new customer, Mr. Scott reports these figures: "The average (ost-per-ciistomer from oin radio advertising is .$1.10, against an (iver-all media average of S7.73."
Seek New Customers
In seeking new customers, how has the company used radio effectivclv to fintl its most likely prospects for a ])roduct that 1)\ nature apjieals to a limited group?
"In face of the vastly diverse nature of the total radio auilience," Mr. Scott explains, "we did not want to spread oui radio budget over the broadcast day with scattered spots. We felt that we would be reaching loo many listeners who were not genuine prospects for l)ottled mineral water.
"We knew that our most likelv customers woidd i)e health-minded, so we looked for a ladio program
that api^ealed specifically to a healthconscious audience. In 1950, we decided to buy spots on a program that had this kind of following on WMGM New York."
The program was "Living Should Be Fun," whicli is now on WOR New York and in 2(S other U. S. markets, syndicated by C F. Productions, Inc. It is a 25-minute show aired five days a week by Carlton Fredericks, a nutrition specialist who guides his listeners toward better health with tips on diet and other data.
.Moimtain Valley now advertises on the Fredericks program in six markets. The comjjany buys a yearround schedide of three to five spots per week on WOR New York, WG.\R Cleveland. WK\\V Louisville, WLW C;incinnati, WJMJ Philadelphia and WlliX Utica, N.Y.
In explaining the characteristics ol the listeners that make the program a good vehicle lor selling mineral water, Mr. Scoit points out that the audience is higlily intelligent and health-miiulcd.
MOUNTAIN VALLEY water is poured by hostess Carol Ashley at New York's Gaslight Club. Company president John Scott stands second from right. Mountain Valley Water Co.'s distributors in six markets spent $75,000 in radio this year.
42
U. S. HA DIG
November 1960