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it started with snow tires . . .
Like many retailers, the 23-outlet chain of General Department Stores in West Virginia had looked upon television as a costly advertising medium. Predominantly, they'd used small weekly newspapers and small local radio stations. Then, early this year, an interesting thing happened. People besieged General's stores, asking for a brand of snow tires demonstrated over (of all things) television. "Hmmra," hmmed General's merchandise manager, "we could try TV." So they did.
$296 ventured — $32,766.60 gained!
That's what happened! General selected a likely-looking bedroom suite, invested $296, and scheduled a single one-minute announcement on four consecutive days over WSAZ-TV. Well, sir, within 10 days they sold 147 bedroom suites at $159.95 each — plus 100 mattresses at $59.95 — plus 21 box springs (same price) — plus about $2,000 worth of bedding items . . all directly traceable to General's timorous toe dipped into the TV swim. Total sales: $32,766.60. "Wow!" said General. "Happens all the time," said WSAZ-TV. So . .
$410.30 more brings another $28,381.65!
This time the offer was a nationally-advertised wringer-type washing machine, priced at $169.95. Investment of $410.30 bought six one-minute commercials on WSAZ-TV — and the boys at General were outspokenly skeptical. But sure enough, within 10 days, 167 washing machines moved out of the stores and another $28,381.65 — credited to WSAZ-TV — had clanged up on the cash registers. (More, incidentally, than all wringer-type washers sold during all of 1954!)
$410.30 again — $22,305.15 sales in 10 days!
The next month this same surprised advertiser put another $410.30 to work on WSAZ-TV, promoting a 10-piece modern living room group. What happened? People (synonymous down here, 3 out of 4, with WSAZ-TV viewers) came in for 97 of these $229.95 sets, spending another $22,305.15. That did it! You can't keep General Department Stores off WSAZ-TV these days. Every month, a new promotion. Every month, new sales records for each item promoted!
say.. do you like to make money, too?
There's nothing mysterious about how this $83,453.40 was garnered from an $1,116.60 investment. WSAZ-TV is the one medium that covers the whole purseloaded market in our industrial heart of America — an area five states wide and four billion dollars deep in buying power. WSAZ-TV families want what you're selling. They have the inclination and the money to buy it. BUT you have to reach them to set off sales. Plenty of local and national advertisers know what the Channel 3 magic of WSAZ-TV can accomplish. With their successes to point the way, people will think you hate money if you don't get in touch with the nearest Katz office this very day!