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WHAT THE PROGRAM DID FOR MEJ
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 f/i at Glenwood, Minneapolis, Minn.
Finance
DIME SAVERS "Examination of company's record for the past three periods discloses the following ratio of business increases:
1939 No Radio Time . . . 8.5% ratio of increase.
1940 One Spot Announcement Daily . . . 12.0% ratio of increase.
1941 Two Spot Announcements Daily . . . 14.6% ratio of increase.
"It has also been interesting to notice the effective flexibility of our radio advertising, that is, any burdensome excess of cash has been avoided by changing the theme from Savings to Loans for a comparatively short time.
"Frankly, the results have been gratifying."
W. BRUCE JONES
President
Metropolitan Savings & Loan Co.
Youngstown, O.
AIR FAX: Cautious Bruce Jones, president of the Metropolitan Savings & Loan Co., agreed to try radio advertising to build up the company s savings department in January, 1940. A small cardboard folder, called a dime saver, which held two <lollars in dimes, was offered free of charge to all WFMJ listeners. So many new accounts came in that the bank found it necessary to change its advertising appeal from the savings to the loan department. First Broadcast: January 23, 1940.
Broadcast Schedule: Two spot announcements daily. sponsor: Metropolitan Savings & Loan Co. Station: WFMJ, Youngstown, O.
Power: 250 watts. Population: 211,251.
COMMENT: Eventually, why not now? is the attitude of many a first-time radio sponsor. A 14.6 percent ratio of business increase
ICM
speaks in the language best understood by such sponsors as the Metropolitan Savings & Loan Co.
Farm Supplies
ANDY'S FARM FAMILY CIRCLE "We
are advertising on this program because it is designed specifically for the audience we wish to reach, namely, the farmer. Andy's programs are a real service to the farm radio listeners. Consequently we find it a good medium by which to pass on to the farmer information on feeding his livestock that will help him solve his feeding problems."
FRANK FOX
President
Fox Chemical Co.
Des Moines, la.
AIR FAX: Andy Woolfries' sun-up rural stint was developed as a service and entertainment feature for the rural audience. The farmer's friend and most reliable informant, Andy mixes market, weather and crop reports with livestock quotations, new and proven farm practices and recommendations on locker storage.
First Broadcast: July 1, 1941.
Broadcast Schedule: Monday through Saturday, 6:006:30 A.M.
Preceded By: Morning Roundup. Followed By: Rev. Cedarholm. Sponsor: Fox Chemical Co., Conkey Feeds, Progress
Feather Co. Station: KRNT, Des Moines, Power: 5,000 watts. Population: 167,048.
la.
COMMENT:
Fox Chemical, with its 200 dealers selling directto -the -farmer, wisely selected a program that was specifically aimed at the audience it wanted to reach. The selection of a regular personality to head that show lifted it above the ordinary.
RADIO SH OWM ANSH I P