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THE NU-PRESSDRE OIL PROGRAM : H(
ALSA CLAGUE
Twenty weeks ago, executives of the Oil Pressure Corporation of Cohoes, N. Y., had a product and a problem on their hands. The product was good, the problem tough. It was a twofold poser. 1) How to introduce NuPressure Oil in their market? 2) How to get dealer distribution? They all agreed the answer was advertising, but how, what, when and where needed more thought. One bright December they were approached by a young man with a brighter idea. Harry Goldman, fast-talking, fast-thinking WABY-WOKO commercial manager, had a presentation for them. He spread before them an original, copyrighted radio program called Pick Your Price; one word lead to another and a merchandising plan was built around the show. Alsa Clague, president of the Oil Pres
sure Corporation, all other officials, stepped whole-heartedly into the promotion, spared no expense, overlooked no bet to give their baby the proper start in life. Proof of sponsor cooperation is the fine publicity campaign that traveled hand-in-hand with the program. The American Way, a song written by two Albany men, dedicated to the local Kiwanis club, was introduced for the first time on the Pick Your Price show. It was sung by the Castleton High School Glee club, a chorus of 50 voices. Every Kiwanis in New York State received an announcement that the song would be introduced on the program. Kiwanis clubs in the area attended that week's show in a body. Present also were eight mayors of surrounding towns and villages, all in the Nu-Pressure oil selling area; each mayor was introduced. The Pick Your Price Program now opens and closes with The American Way. That new promotion netted the program (and the sponsor) six full columns of newspaper space.
Eugene McCuc, vice-president of the NU-PRESSURE SALES CORPORATION, Thomas Brown, inventor of the product, and Harry Goldman, station sales manager gather round for the signing of the contract. And with that the fireworks started. The selling area about to be entered was avalanched with air and newspaper publicity, throwaways, street signs, store signs, car signs. Gas station owners were contacted »" person, made aware of the tremendous campaign about to break.
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RADIO SHOWMANSHIP