Broadcasting Telecasting (Oct-Dec 1959)

YOU KCANT KCOVER TEXAS without KCEN-TV POWERHOUSE! we're the only FULL POWER station for miles around Central Texas ! jii I CHANNEL KCEN-TV TEMPLE -,WACO BLAIR TELEVISION ASSOCIATES National Representatives HOW TO REACH FARM MARKET Harvester has formula to keep 'em happy down on farm while also selling products International Harvester is digging deeper and deeper furrows in the fertile fields of radio advertising. Last week I-H claimed 110 radio outlets advertising its tractors, planters, pickers, combines and nine other major product lines. Spot radio programming continues to be its primary medium for a relatively modest budget, despite the experimental tv overtures by some dealers. Top Secret • IH's secret formula: established local personalities (usually radio farm directors) conducting market, news and weather programs in peak listening periods (6-7 a.m. and 12 noon1 p.m.) The company's farm equipment division got into spot radio in January 1 956 and has been active in it almost continuously ever since, with a varying lineup of stations, because of its pinpoint flexibility (as contrasted to network). The farm equipment account is handled by Aubrey, Finlay, Marley & Hodgson, Chicago. Dix L. Harper, farm radio-tv director and onetime RFD at WLS that city, and his staff work closely with the IH team of D. C. Elliott, general supervisor of farm equipment advertising; Joseph I. Pettit, advertising supervisor, and others. Harvester officials are frankly high on farm broadcasting. They acknowl Music hath charms • The farm market, International Harvester has found, is reached through music as well as other devices. This duet was featured during the Minnesota State Fair by the manufacturer of farm machinery which is making heavy advertising use of radio and tv. edge a sizable sales increase in all equipment sales for January-May 1958 (as much as 100% in combines alone). Overall farm equipment sales were up 30% for the first nine months of the current fiscal year (ended Nov. 1, 1959). with radio drawing an acknowledged media assist. The present radio budget of approximately $600,000 will be allocated next year, it's understood. Mr. Harper tells representatives flatly that "we don't buy ratings, we don't buy power (signal strength)— we buy personalities, top-rated programs. It's part of a total media selection to reach the farm market without which we would not be able to reach the whole potential of the farm market. We use radio to carry the same message as in other media. We use it to get the advantages of the farm personalities who become, in effect, part of our sales force in the field." Local People • Local farm personalities supply data on marketing, weather and other field conditions and work closely with Harvester and agency representatives. Dealers set up displays for promoting the local station's IH show and personality. (There are dealer tiein schedules with IH in nearly 60 markets.) IH farm equipment commercials are catchy and infectious, featuring jingles with original lyrics. They also provide for dealer cutins and invite listeners to field demonstrations. Station and personalities report outstanding success stories. The most recent: three dealers utilized IH discounts on discontinued corn-pickers to buy three 15-minute newscasts weekly on KMA Shenandoah, Iowa, during September-October. Result: 40 sales or $52,000 worth of merchandise. Among other station successes: KGLO Mason City, KPRC Houston, KMOX St. Louis, KWKH Shreveport and KMMJ Grand Island, Neb. Contests and offers also have commanded substantial audience response. Cooperate • To get this response station personalities work hard as part of promotion and merchandising agreements with client and agency. They cooperate with IH regional and district personnel, prepare program posters for dealers, attend client sales and promotional activities, call on dealers, conduct farm interviews with equipment buyers, and otherwise carry out heavy promotion in newspapers, on the air and in other areas. Harvester actually went into farm 64 (BROADCAST ADVERTISING) BROADCASTING, November 2, 1959