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Skillern's Entertain! Sixty-seven per cent of the entire state of Texas (and that's some punkins) is exposed to these magic words four times each day, Monday through Friday, once on Saturday, and again on Sunday evening at 8 P.M.
Skillern's is an independently owned group of 30 drug stores in Dallas, Tex., which started in Lewisville in 1895 and has grown to be Texas' largest independent drug group. During the past 47 years, it has built a reputation for doing things in a big way. Its annual newspaper budget is pushing up close to $100,000. Its new warehouse has a printing plant where display pieces are turned out, and where its own weekly house organ is published.
This, briefly, is the background of the Skillern Drug Co. organization which today is blazing a wide trail in radio in the southwest with one of the most ambitious pieces of radio advertising ever
killern's
Family Welcome Mat Dut Ed. W. Hendrix. Vice Pre
Advertlsing, Inc. took the bull by the horns and pointed the way to greater profits for us. The plan was simple: to buy enough radio to assure a low rate; to buy enough to partially dominate all other local radio advertising, and to buy time on a station of sufficient power and caliber to compel respect.
Following this general formula, we bought 1,200 quarter hours on KRLD. These programs were to be used in a
attempted by any drug chain anywhere. It's been a matter of years now that radio station representatives have been calling on us and pointing out the advantages of this new medium. Yes, we have even dabbled with a few announcements now and then during anniversary sales, etc. But radio's effectiveness was never demonstrated to us until Grant
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year's time, and we started with two shows daily, Monday through Friday, and a third show on Monday, Wednesday, and Friday. Since it was impractical to use local talent in a multiple program operation, we decided to build recorded shows to appeal to the greatest number " of drug and sundry buyers. At 8:45 daily we secured the library of Donald Novis
RADIO SHOWM ANSH I P