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IXYDOL MAIL PROVES W H O'S DAY-TIME SALES-POWER!
r A ATO 'n t^le ten days from October 28 to November 7, 1935, an offer made only on
f/4|j I A1 Oxydol's Ma Perkins (NBC) program — 2:15 to 2:30 p. m. — drew 15,197 mail re1 sponses from WHO listeners, each with an Oxydol carton.
Mail came from every county in Iowa, and from 184 other counties in thirteen other states. Mail return from outside Iowa was proportionately less than would normally be produced by a program on WHO alone, because the Oxydol program was carried simultaneously on WOW, Omaha, and WMAQ, Chicago.
In Polk County, home of WHO, the offer drew one response for every nineteen radio-equipped homes. In Black Hawk, Carroll, Cass, Cerro Gordo and Jefferson counties — all about 100 miles from Des Moines — the response ratio was nearly as high or even higher.
That throughout the Iowa Market, WHO gives coverage comparable to the concentrated coverage in its home county, as proved by high response ratios in distant counties. (See map).
That its economical rates make WHO a highly profitable day-time buy for the radio advertiser with a message for women.
CENTRAL BROADCASTING COMPANY
J. O. Maland, Mgr. DES MOINES, IOWA Phone 3-7147
National Representatives: FREE & SLEININGER, Inc. — New York, Detroit, Chicago, Los Angeles, San Franeiseo
WHO
SSENTIAL
COMPLETE RADIO COVERAGE
I OWA
THE MID-WEST
LEARED-CHANN EL— 50,000 WATTS —FULL-TIME
cember 15, 1935 • BROADCASTING
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