Broadcasting (July - Dec 1938)

The Minutes of M.init*Rub's Debut BREAKING through the sophisticated crust of Metropolitan New York with a new counter-irritant is a job that has an ample quota of aches and pains. Bristol-Myers Co. dumped this scalding spud in the laps of Young 8C Rubicam and WOR, and among the three of them they emerged with a formula. It was a good one, too, and in no time at all the reports began to come from — . But let Mr. Allen pick up here. After all, it's his story. From 0 to 2800 Dozen Tubes a Month by Radio Alone By JOSEPH M. ALLEN Advertising Mgr., Bristol-Myers MRS. Simpson's divorce and Joe Louis' tapping Mr. Braddock to sleep mayhave been big news in 1937, but at Bristol-Myers the introduction of Minit-Rub to Greater New York and Philadelphia, solely by radio, over-shadowed both. Minit-Rub is a counter-irritant, boxed attractively, and sells in two sizes at 35 and 60 cents. People with chest colds, charley horses, tender tendons and sore muscles are prospects for it. But if you know the drug field, you know that there are a lot of counter-irritants. So many, in fact, that when we first considered the launching of Minit-Rub in New York, the job looked almost hopeless. It was by no means Minit-Rub's first bid for consumer attention as it had been tried months previously in various parts of the Midwest. But it was the product's first bid for the metropolitan New Yorker's attention — and to attract it is no mean feat! Competition was keen, but we believed in the basic worth of the product. Why Minit-Rub Used Radio What'll we use to launch MinitRub was the next question. Going into a huddle with our agents, Young & Rubicam, and Station WOR, we came up with Transradio news as the logical program to present Minit-Rub to Greater New York. We picked radio because we wanted to reach the most people in the shortest period of time; in other words, create volume demand at the lowest cost per advertising dollar. We picked Transradio news because of its consistent audience pull and sales record. On the other hand, the launching of Minit-Rub was news and we thought a close MR. ALLEN tie-up with an authentic news broadcast would be wise. Further thought convinced us that Transradio news was popular with the housewife, buyer for the entire family. The periods selected were 12:30 and 4 p. m. But yet to be decided was the type of commercial and where it should be spotted. As Transradio does not permit commercial plugs to interfere with its straight news broadcasts, we decided to give the commercial its own news value by tieing it in closely with the seasons of the year, holidays and events of long-time national interest. Particular pains were taken to keep the commercials brief, clear and, above all, to pack them with as much interest and color as the news program. For instance, during: the fall and winter months of 1937, Minit-Rub was plugged over WOR as a help for chest colds. Fall and winter sports, as well as holidays and other events of timely interest were used as "hooks" for the commercials carrying the Minit-Rub message. The application of Minit-Rub for chest colds was stressed during the fall and winter but its other uses; i. e., the relief of muscular pains, etc., were limelighted from time to time. Two commercials were devoted to each broadcast; a lone: one immediately following the delivery of the major news event, and a short one just before the close of the broadcast. Extreme care was used in wording these commercials. Both the agency and ourselves, as well as WOR, endeavored to keep them free from any words or ideas which might directly or indirectly offend the listener. What The Broadcasts Did That the listener not only appreciated this consideration but listened carefully to the commercials was proved over and over by the steady climb of Minit-Rub sales almost from the day of the first broadcast. Beginning April 26, 1937, on WOR, with no distribution i n Greater New York, and using no other promotion to aid our radio advertising over WOR, Minit-Rub sales climbed from nothing to a sale of more than 2,800 dozen tubes per month in the New York metropolitan area. Though no attempt was made to influence the sale of Minit-Rub in other major eastern markets, the WOR broadcasts created an immediate demand for Minit-Rub in the Philadelphia territory and a total Philadelphia sales volume 25% of that for Greater New York. Considering the fact that this amazing job has been done in the face of a severe business recession and in one of the most competitive markets on earth with the help of no promotion other than radio, the story of Minit-Rub's success is not only proof that a good product will sell, recession or no recession, but is tribute to radio in its forward march as one of the major selling media of the day. Texas Democrats Propose State Promotion Through National Radio Coverage "CREATION of a national advertising fund, to run several million dollars, and designed to promote Texas as the nation's new empire of opportunity, will be considered Sept. 13 at the Texas State Democratic convention. Proponents of the plan, said to include Gov.-Designate W. Lee O'Daniel, favor allotment of the bulk of whatever fund is decided upon for a nationwide radio campaign. The Tarrant county (Fort Worth) delegation to the convention, at a recent meeting, adopted a resolution proposing that the next legislature appropriate a "suitable amount" to "advertise Texas over the world". Tarrant county is Mr. O'Daniel's home district, and the action apparently was premised upon his amazing success in the Democratic primaries, which has been generally described as a 100% radio victory. The whirlwind six-week campaign had been waged by radio, but Mr. O'Daniel, as a flour distributor, had won a wide following throughout the state, appearing personally over the air as the head of his hillbilly troupe for several years. While no definite amount has been stipulated for the Texas campaign, a figure of possibly $6,000,000 has been mentioned. Proponents are advocating the campaign not only because of Mr. O'Daniel's success, but also because the feeling exists in Texas that the state is headed for a boom that will eclipse those of both California and Florida. New Wheatena Series WHEATENA Corp., Rahway, N. J.., will sponsor a new Mutual show, featuring Ford Rush, his son, Silent Slim, and the Tinkle Toy Band. The program starts on Sept. 16, and will be heard three evenings weekly, through Rohrabaugh & Gibson, Philadelphia, keyed from WFIL. WLS, NBC RENEW AFFILIATION PACT RENEWAL of its affiliation contract with NBC for a three-year period from Oct. 1, was announced Aug. 23 by Burridge D. Butler, president of WLS, Chicago. Under the arrangement, NBC has purchased a half interest in the new WLS transmitting plant, thus reversing the present situation under which WLS uses the WENR transmitter, since the stations share time on the same clear channel. The new transmitter is scheduled to begin operation Oct. 1, delays occasioned by labor difficulties in connection with the construction of the new vertical radiator having been overcome. The new RCA transmitter is being constructed at a cost of $250,000, along with a 600-foot vertical Truscon radiator. The plant is located on a 40-acre tract near U. S. Route 45 at 183d St. Details of the new contractual arrangement were not disclosed. The arrangement was consummated by Mr. Butler and Glenn Snyder, vicepresident and general manager of WLS, with Niles Trammell, NBC Chicago vice-president. Big Bunte List BUNTE BROS., Chicago (candies), on Sept. 12 will start a 13week spot announcement series of two announcements weekly on the following stations: WBBM WMBD WCBS WTAD WIRE WGL WFAM WGBF WBOW WHO KSCJ WOC WMT WKBB KFH WIB.W WTMJ WIBA WTAQ WHAS WCKY WXYZ WOOD-WASH WFDF WJIM WIBM WKZO WELL KMOX KWTO WMBH WOW KFAB KGNF WHK WSPD WCOL WADC WHIO, plus a station in Kansas City yet to be chosen. Erwin, Wasey & Co., Chicago, is agency with Holland C. Engle in charge of the account. Broadcast Business (Continued from page 20) ing power; Des Moines, 16th and 35th; the Albany-SchenectadyTroy area, 18th and 39th; San Antonio, 29th and 41st: Nashville, 30th and 45th. 7. Though it is not possible to make a complete comparison of 1935 and 1937 volume for all of the cities appearing on table dealing with metropolitan districts, a roufh indication of the comparative growth in broadcast advertising for a number of them can be obtained. This is as follows: Chicago, 70% ; Detroit, 35% ; Los Angeles, 16%; Philadelphia, 37%; Boston, 36%; St. Louis, 55%; Pittsburgh, 84%; Cleveland, 64%; San Francisco, 55%; Baltimore, 57%; Buffalo, 32%. 8. Experienced broadcasters will note that the principal factor affecting the relative importance of talent and program sales in different markets seems to be the energy and enterprise which individual station managements have put into the building and sale of programs. 9. Talent and program sales are concentrated in the larger markets as would be expected. More than 90% of total station sales of this type occur in the 96 metropolitan districts of the country, while nearly one-third of the sales take place in New York, Chicago, Los Angeles and Philadelphia, the four largest markets of the country. Page 22 • September 1, 1938 BROADCASTING • Broadcast Advertising