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WHAT THE PROGRAM DID FOR ME
This is the businessman's own department. RADIO SHOWMANSHIP invites radio advertisers to exchange results and reactions to radio programs for their mutual benefit.
Drugs
KING'S KIDDIE KLUB "My father and I had been doing business at Culley's Drug Store, Greenville, Miss., for many years, but recently we sold that store and name. Later we decided to open up at a new location and under a new name.
"Our new store is favorably located, but we knew we needed to put across both our new name and the idea that we sell qtiality merchandise and drugs at prices as low or lower than our competitors.
"Therefore, we tiuTied to radio. We chose AN'JPR's featured morning news quarter-hour, at 7:30 A.M. six days a week. Along with these United Press news dispatches we use brief, dignified messages on why and what to buy at the King Drug Store.
"Aboiu four months ago we also began sponsorship of King's Kiddie Klub, broadcast Saturdav morning from 10:30 to 11:00 from the stage of the Lake Theatre. Although young, our Kiddie Klub shows definite promise of being a very beneficial medium of institutional advertising.
"You can see that we are going all out for radio, and we are reaping more sales per dollar than we have ever got from any other medium. With this start, we fully expect to climb ahead of practicalf ly all, if not all, our competitors. Radio,
single-handed, is carrying our advertising banner at present."
C. E. CULLEY, JR.
Ki77g Drug Store Greenville, Miss.
AIR FAX: First Broadcast: Spring, 1942.
Broadcast Schedule: News, Monday through Saturday, 7:30-7:45 A.M.; Kiddie Klub, Saturday, 10:3011:00 A.M.
Sponsor: King Drug Store. Station: WJPR, Greenville, Miss. Power: 250 watts. Population: 20,000.
COMMENT: Almost a job for Superman is that of establishing a new firm in a competitive world. That radio did just that, single-handed and unaided, is further proof of the power that is radio's.
Grocery Products
p. D. Q. NEWS REPORTER "Naturally we are pleased to learn that in renewing our daily program for the eighth consecutive year we are establishing a new world's record for continuous news broadcasting.
"It is always our very earnest desire to be of constructive service to our many loyal distribtitors, and in contacting hundreds of thousands of food buyers every day, we believe we are doing a very effective job of merchandising and selling for every dealer who stocks the Phillips Delicious line of 59 fine foods.
"Our steadily growing business throughout the entire area reached by \VFBR is our best assurance that consumers and distributors are hearing more and more about Phillips Delicious products, and that their proven
FEBRUARY, 1943
65