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This young lady hasn’t a tooth in her head. Yet she insists on eating five times a day! And this one thing we can be sure of. Whatever else she may ask of life, food will he first and most often on her list.
Small wonder, then, the Food Industry is advertising’s greatest client — and greatest challenge. Here is a market which knows no pause in time or space. A market as varied as all the people any advertising medium can reach. A market which goes beyond and includes every other market for the goods of man.
How brilliantly radio has met the challenge of this market for I he food advertiser can best be told, perhaps, by the following lacts. More “food” dollars are now spent on radio networks than in all general magazines. Twice as many “food” dollars are spent in radio as in all women’s magazines. And the increase in food advertising on Columbia outstrips every other industryincrease in radio. A 290 % increase in the last five years— made by the country’s largest food advertisers.
The explanation for this Columbia record is simple. Everybody eats. And everybody likes to listen. This is how the largest net
work in the world welds the two together:
[n 1934, the largest manufacturer of canned soups in the world turned to Columbia — took to the air with an hour a week of deft selling and sparkling entertainment. Sales soared from coast to coast. Tomato Soup — up 30%. Vegetable Soup — up 35%. Chicken Soup — up 100%! And Chicken Soup was advertised only by Columbia. In the client’s own words, “Sales took an astounding jump to a well-over -double basis, despite the fact that our Chicken Soup business was already large.”
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As of January, 1938, a national baker has signed his eighth consecutive 52-week contract with Columbia. In the last seven years, he has not missed a single weekly broadcast — using the Columbia Broadcasting System exclusively on the air.
T The largest food company in the world has put five different programs on Columbia in the last five months.
The Columbia Broadcasting System