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, All Yellow Cabs
Had Only Eighteen Out of Washington. D. C's. 5,DDD Taxis. Writes Ahout the Comeback With Short Spot Announcements
service. We wanted the drivers to maintain and expand upon any call business created by our promotional plan.
We prescribed radio. The new schedule called for station break announcements of 20 words used seven days a week at 5:59 P.M. over WMAL: announcements three times weekly on the Timekeeper, the seven to nine A.M. program of station WRC : announcements three times weekly on the Coxktail Hour, 5:15 to 5:30 P.M. program of WJSV: and announcements three times weekly between 10 and 11:00 A.M. in recorded music periods over station WOL.
Within a few months. Yellow Cab Co. had purchased and put into operation over 400 cabs. Their plan called for several hundred more cabs before the end of 1940.
Up to the time the Yellow Cab Co. started using radio announcements, the greatest number of telephone calls for cab service in any one month was 2.354. During the month of December, the tirst month any advertising was used by the company, the telephone calls jumped to 4.955. an increase of 110^ in calls over November. The number of calls received during January ^vas 7,759. an increase of 57*^t over December and 230% over November.
The company was elated over the results obtained for several reasons I 1) It put over the telephone number. 2) Yellow Cab drivers stayed by the call boxes and gave patrons better and quicker service. 3) It boosted driver morale and bettered personnel relations. 4) It proved to the company officials that radio produced desired results quickly and economically. The cost of the entire campaign over a two-month period was less than Sf.200.
Plucky, farsighted Henry J. Kaufman founded his advertising agency the year most executives icere losing their businesses. 1929. Unruffled by subsequent b u s i n e s s dounuard zigzags, he built his departmentalized agency to cover local, regional, national, and trade paper accounts, has rated national publicity on many an outstanding job. At present, most colorful agency project is the No Politics coast-to-coast ihow on the Columbia Network.
\ou 34 years old, Kaufman deserted !aii studies for a job on the Washington Tunes-Herald, starting in the classified advertising department, remained for seven years. Ad executive Kaufman is married, dabbles in photography, rides horseback, devotes a good deal of agency and personal time to the promotion of such civic and charitable projects as the Community Chest. President's Birthday Ball, JVashington Board of Trade.
A non-cancellable spot radio contract for six announcements per day. seven days per week was obtained, and the budget for radio greatly increased. We attributed the success of the campaign to the frequent repetition of the phone number, together with an emphasis on those few main factors upon which (Continued on page 175)
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