Broadcasting (Jan - June 1936)

It's Smooth Selling for Carborundum Abrasive Maker Reaches^Both Consumer and Industrial Markets by Consistent|Use of Radio and Trade Media Mr. Bowman By HOWARD J. LONDON THERE'S an old axiom that any day during the summer on the streets of Niagara Falls may be found an automobile from every state. The axiom can be revised to read: Within every home and office in the United States are many products whose fine finish and craftsmanship are directly traceable to the Niagara Falls plant of The Carborundum Company, pioneers in the manufacture of abrasives since 1891. "Carborundum" is used by every manufacturer in the country in addition to restaurants, hotels, barber shops, homes, shoe repair shops, by garage owners, to name only a few. From the time you arise in the morning until you retire at night there is before your eyes a product on which "Carborundum" was used. Craftsmanship in the automobile industry is said to be dependent upon the use of abrasives, this product alone making possible the utmost precision in cranks, camshafts, axles, ball-bearings, gears, and all other accurate grinding work that goes into the moving parts of an automobile. And Then Came Radio THE sponsor began to use radio ten years ago in Buffalo, alternating between WGR and a station no '.onger on the air, and then expanded to a three-station hook-up comprising WGR, WHAM, and WGY. The latter chain was called the Western New York network. Results assured the sponsor that radio was the medium to be utilized as one of his major advertising efforts and from that day radio has been the top medium. In 1928 The Carborundum Company signed with the newly-organized CBS for an eight-station network concentrating on the large Eastern industrial centers. Each successive year saw a steady an^* Constant increase in the number of stations until in 1934 the Carborundum program was broadcast On a national hookup over 29 stations on Saturdays, 7:30-8 p. m. Note that the sponsor prefers and has for several years used the Saturday night spot, even after the rumor began to go the rounds of the advertising fraternity that radio was not a good medium on pay day because all the radio listeners were out to the movies, etc. How that notion originated no one can ascertain, but that the experiences of The Carborundum Company helped to dissipate this idea is most certain. For today the Saturday night time on CBS is sold solid from 7-9:30 p. m., the time being signed for such wellknown national advertisers, in addition to The Carborundum Company, as Colgate-Palmolive-Peet, Liggett & Myers Tobacco Go. SOME ten years ago The Carborundum Company, although not having a particular rough time of it in the abrasive field, decided this new-fangled radio business might polish ofE an occasional upside-down peak in the sales chart. So with the aid of a home-town band that now is famous and a few Indian legends, blended with considerable precision and good-will, the company went after the mass market through the air. Ask any average consumer about abrasives, and the answer probably will be "Carborundum". Ask The Carborundum Company about radio and the answer will be: (Chesterfield cigarettes) and Atlantic Refining Co. With the inauguration of the recent series The Carborundum Company lengthened its radio season by seven weeks, making a 20week stretch instead of the usual 13 and used the same talent that comprised the first experiments in radio advertising — ■ the Carborundum Band under the direction of Edward D'Anna. How the sponsor came to decide on this type of entertainment is interesting. Even before reserving time for the initial program it was decided that whatever talent was used, the program should originate from Niagara Falls, home of the manufacturer. Naturally, if the program was to emanate from the Falls it would be wise to look over the local field for radio talent. The musical organization which Mr. D'Anna has directed for many years was well known in the Cataract City and it was given the assignment. An Indian Symbol IN ADDITION to the musical portion of the program, Francis D. Bowman, advertising manager of The Carborundum Company who is also the narrator on the radio program, conceived the idea of relating Indian legends immediately after the opening theme. These legends are not to be had for the asking, and it was not until Mr. Bowman fell heir to some rare books on the subject that he had a reservoir of material. Later he was adopted into the Tuscarora tribe at Tuscarora reservation located a few miles from the Falls, which gave him an additional source of legends. Romeo Greene, a member of the Carborundum Band, was his sponsor and Mr. Bowman now has the name YohReh-Hoh-Ah-Weh which boils down to mean "He who gives the message to the air." But why introduce Indian legends on a radio program that is designed to sell abrasives ? It seems there is a definite connection between the two. For years The Carborundum Company has had a trade mark known to its thousands of users. That symbol of the company is the head of an Indian chief. Further, Niagara Falls itself was inhabited by members of the Six Nations which derived its name because of a confederacy formed by six Indian tribes living within the borders of New York State. It was the intention of the sponsor to make the program educational besides promoting interest in products made by The Carborundum Company. After ten years the Indian legends are still an interesting part of the program judging from the comments from listeners. Each year only four legends are repeated; all other legends are new to the ears of the radio audience. Boy Scout and^ Girl Scout troops throughout the country write for copies of the legends as do thousands of other radio listeners. Members of high school bands frequently ask that special selections be played so they may listen and learn and letters show that they are regular listeners to the broadcasts. Mr. Bowman explains that the radio expenditure of $100,000 a year does not reflect on any other advertising medium. The radio schedule is a separate and additional appropriation, the company continuing to use 21 industrial trade papers. In telling why The Carborundum Company uses radio, Mr. Bowman said: "It was a case of using a mass circulation magazine or radio, and we selected radio because it gave us concentration on the markets we wished to reach with the minimum of advertising waste." While the sponsor derives the majoritv of his business from the industrial field, he does not slight the retail consumer. Radio provides this coverage, reaching the rnanufacturer who must use abrasives and the retail consumer who needs many items of a similar nature. Selling Abrasives THAT the program is reaching the retail field is conclusive. Last season the sponsor's sales of one of these items showed an increase of 247%, while another product sold through the same outlets had an increase of 200%, for instance the "Carborundum" household knife sharpener and the aloxite safety blade razor or hone. The sponsor also gave listeners a souvenir "Carborundum" sharpening stone. During the 13-week season The Carborundum Company received requests from 586,000 listeners, and the offer was announced over the air only seven times during the 13 weeks, an average of 84,000 letters for each announcement. The lack of high-pressure salesmanship is typical of The Carborundum Company. The true roar (not a record) of Niagara Falls is broadcast to the radio audience four times during a broadcast season, yet the sponsor knows that this unique pick-up will increase his fan mail the following week. It has never failed to pull additional mail. This policy even applies to the commercial announcement. Mr. Bovraian in his announcements never raises his voice, always liking to feel that he is a guest in the home of every radio listener. Contrary to popular opinion The Carborundum Company does not enjoy a monopoly on the abrasive market but to the public this notion prevails. The consistent radio ' advertising is believed to be the J basis of this attitude, the name "Carborundum" ringing true in the retail consumer's ear. Mr. Bowman, besides being the advertising manager of the company and the narrator, is also responsible for the continuity and the planning of each program. He says he just sort of fell into the job. Recently, due to illness, he was taken to the mountains for a vacation and missed his first broadcast in more than ten years on the air, a record of which he has been justly proud. Continental Baking Plans Tieups for CBS Program CONTINENTAL BAKING Corp., New York (Wonder bread, Hostess cake) on March 3 starts on CBS a program titled Renfrew of the Mounted, aimed at a juvenile audience. For the first few weeks the program will be heard thrice weekly, later four times, and beginning April 13, Mondays to Fridays inclusive, 6:45-7 p. m. with repeat at 7:45 and prebroadcast at 5 p. m. for Detroit. As of April 13 the contract is for 52 weeks. Child listeners will be invited to visit grocery stores selling Wonder bread and obtain a Renfrew badge and folder. Already a million of these buttons have been distributed. Proof of purchase is not necessary. Teaser advertising has started in 100 newspapers. The 200,000 or more Wonder bread dealers have been given counter cards showing a member of the Royal Mounted and window with the words "Who Is Renfrew?". Every loaf of bread will have an insert promoting the program. Other merchandising tieups are planned. Batten, Barton, Durstine 6 Osborn Inc., New York, has the account. Chase & Sanborn Tests STANDARD BRANDS Inc., New York (Chase & Sanborn Tenderleaf Tea), has started a thriceweekly test program on WKRC, Cincinnati, featuring a series of quarter-hour travel talks by Annie Longworth Wallinf ord, society matron and sister of the late Speaker Nicholas Longworth. Betty Gardiner, of the New York office of J. Walter Thompson Co., is in Cincinnati supervising scripts and programs. Page 12 BROADCASTING • March 1, 1936