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RADIO advertising, on both a quantity I and a quality basis, will help solve the most critical problem the Independent Coal Sc Coke Co., Salt Lake City, Utah, has faced in its more than 35 years of operation. That problem is to completely revolutionize the coal-buying habits that have existed ever since sale of coal began. Coal has been purchased, largely, as it has been consumed. Rail transportation has been adequate, and retail dealers have been able to meet their customers' needs.
This year, however, the tremendous demands of mechanized war for mass transportation have thrust a tremendous burden on railroads. Early this spring we, with other coal producers, were told that the bulk of coal should be sold before late fall. Otherwise, rail facilities would be uncertain and some users of coal might face discomfort.
With the help of government agencies, moving of storage coal began early in May. By August first, the job was well on its way. But there remained the further problem of moving final storage coal orders during that month, and then settling down to an educational program during the winter to advise consumers as to how they should order fuel, and how they might conserve it.
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Radio Helps Solve a Pub! Paul F. Keyser, President o
With our market spread over seven western states, our problem is a difficult one. Most of our volume is in the States of Utah and Idaho. So after a careful study of various media, we selected radio to carry the major brunt of this educational campaign.
A background of three years experience on radio stations had proved the value of well-planned news broadcasts. So we purchased fifteen-minute newscasts, five weekly, on KDYL in Salt Lake City; KIDO in Boise, Idaho; KLO in Ogden, and KOVO in Provo. Then, to complete our coverage, we selected KSEI in Pocatello, Idaho, and KTFI in Twin Falls, Idaho, for a six-weekly, ten-minute newscast.