We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
WHAT THE PROGRAM DID FOR MEl
This is the businessman's own department. Radio advertisers are invited to exchange results and reactions of radio programs for their mutual benefit. Address all letters to What the Program Did for Me, Radio Showmanship, II /A at Glenwood, Minneapolis, Minn.
Drug Products
STARKIST CROSLEY CONTESTS 'During 1940 and the first part of 1941, we presented eight individual StarkistCrosley Contests advertising Starkist Flotation Toothpaste. Crosley merchandise was given away as prizes. We used KMAC in San Antonio, Tex., with a series of six spot announcements daily including Sunday.
"These contests consisted of taking the three words Starkist Flotation Toothpaste, and coining as many words as possible from them. For example, for the contest ending Christmas Eve, 1940, we awarded a $189.95 Crosley Shelvador Refrigerator to the person sending in the longest list of words meaning Christmas gifts coined from our brand name.
"As a special daily prize, we gave away one and two-pound boxes of Martha Washington Candy for the best entry.
"Another of our contests was called the Count the Carton Contest, giving $800 worth of Crosley merchandise for the five best counts of the number of cartons in a huge pile displayed in the San Antonio Crosley Co. show window. In the same contest, the best daily entry won a 12-pound turkey.
"On all of the eight contests, each entry was required to enclose a Starkist carton.
"Sales increase on Starkist stimulated by these contests made Starkist one of the first four toothpastes in the San Antonio market. Additional dealer distribution in outlying towns was also secured.
"Contests of a similar nature are be
ing conducted this year, using Norge merchandise.
"The only advertising copy in the announcements consisted of the phrase Make Your Kiss Sweeter Tonight with Starkist, America's Fastest Growing Toothpaste."
HOWARD W. DAVIS Advertising Manager The Starkist Co. San Antonio, Tex.
air FAX: Starkist sales are between 12 and 13 times the volume of 1939. Weekly mail-pull: approximately 1100 cartons. Printed entry blanks are not required but arc available at all Crosley dealers in San Antonio.
First Broadcast: 1939.
Broadcast Schedule: Six spot announcements daily,
including Sunday.
Sponsor: Starkist Co.
Station: KMAC, San Antonio, Tex.
Power: 250 watts.
Population: 254,562.
COMMENT: Sales increases are the final test for any radio promotion. That Starkist has become one of the first four toothpastes in the San Antonio area indicates that the Starkist formula works. Contests of this kind are of particular interest in that they entail a minimum of promotional expense.
Building Materials
DREAM HOUSE "We are engaged in the manufacture and sale of lumber, millwork, heating, plumbing, cement products, hardware, and in short, everything for a home.
"The program in its present form consists of 30 minutes of dance music, the only local program of that type on the air at that hour. The first titles were selected on the basis of whether they were applicable to the program idea.
30
RADIO SHOWMANSHIP