U. S. Radio (Jan-Dec 1961)

AVORABLE IflENTIONS Jeweler & Recording Tape — One of the world's best known jewelers and sihei smiths, Cartier Inc., has made its lirst Iniy in either radio or tv. It has bought time Oil fm. Through its agency, Albert Frank-Guenther Taw Inc., the Fifth Avenue jeweler has stalled a campaign on WRFM New York with participating sponsorship of the Casper Citron interview show. The show emanates from the Hotel Pierre, Monday through Friday, 1 1 p.m. to midnight. In commenting on the "till forbid" fm purchase, fane Mercier, advertising directed, referred to the "caliber audience of fm" as "the extra plus." Other sponsors of the Citron program are Book of the Month, Nettie Rosenstein, Pan Americ an and Hotel Pic i re. WRFM also found out the hard wa) something that it knew all the time — that fm pays. Through an error in not cancelling an over-subscribed mail offer, the station ended up paying for the additional requests. Here's how it happened: Florman & Babb, distributors of recording tape, purchased a 13-week schedule to sponsor Music of the Musters. Wednesday, from 8 to 9 p.m. The connneici.il offered a free sample tape to listeners who wrote in. Alter the first three hourly sponsorships, the company requested that the announcement be taken off the aii because its supply of over 1,000 sample tapes had already been recpiested by listeners. Through human error, WRFM ran the announcements on an additional hourly program. This contributed to an ■clclitional 600 mail requests. Since it felt at fault, WRFM paid for the additional reels of tape to fill the requests. But the story ends happily. Convinced of the results that fm can produce, Arthur Florman, president, decided "to continue the sponsorship of Music of the Musters on WRFM beyond the current expiration dale." Office Furniture — The Roberts Office Supply Co. of Portland, Me., now in its second year of fm advertising, reports constantly improving sales response to its sponsorship of classical music programming over WMTW (FM) Poland Springs, Me.Mt. Washington, N.H. The company features quality lines of offce furniture, papers, stationery, forms and supplies. In addition, a service of design and the complete installa tion of offices is provided. The firm's owners, Lawrence Hatch and Richard Walker, refer to their supply company as a "businessman's department store." The logical reasoning behind the I in sc heduling, according to the owners, is that since the majority of the firm's customers are business executives, the media chosen for the job of advertising the product should be the one with the greatest appeal for this specialized group. Various audience studies were examined and the results indicated that professional executives and office managers could be reached, most effectively, through good music programming. The proof of the pudding is seen in the improved sales figures and the warm welcome that Roberts' salesmen receive when calling on a client. As Mi. Hatch says, "We and our salesmen receive daily thanks for our participation from some of our best customers who are regular listeners to the station. We know this has greatly increased our prestige with our customers and this has become a highly important factor in our overall business increase." The copy platform for the Roberts Co. is straightforward and direct. CARTIER JEWELERS has found fm to be a 'diamond in the rough.' For its first broadcasting schedule, the famed New York jeweler has taken a participation on the Casper Citron show over WRFM New York. Seen discussing the Cartier commercials are (I. to r.) Jane Mercier, ad director at Cartier, Casper Citron and Henry Millett, v. p. of Albert FrankGuenther Law, the jeweler's agency. Show originates from Hotel Pierre. STATION AND CLIENT get together to outline a copy program. The station man is John McGorrill (c), general manager of WMTW Poland Springs, Me. The clients are Richard Walker (I.) and Laurence Hatch (r.) of the Roberts Office Supply Co., Portland. The firm has been sponsoring classical music programs for two years. Association with the fm station has resulted in increased sales and heightened prestige. S U. S. FM • January 1961