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ADVERTISERS today are faced with one I of the most unusual problems in the entire history of advertising. With a greater demand for most products than the manufacturer can produce, and with the buying public making more money than it has during the past two decades, the argument against advertising by some executives gains force daily.
For our part, we have increased our radio budget gieatly this year, although it has been impossible to produce enough beer to satisfy the demand. Many persons have asked why. The answer, to me, is simple. There will come a time when business settles back to normal, and competition among the breweries takes on added zest. When that time does come, the beer of best quality will have an added advantage of having kept its name before the public in a manner the buying public is not apt to forget.
Frank Birchman Sullivan, president of the America?! Brewing Company of New Orleans, has a dual personality that is the envy and admiration of his friends, and a source of never ending awe among business associates. Irish from head to toe, he is perhaps one of the most considerate of men in the entire South, yet he is one of the hardest bargainers you could meet in a long canvass.
When Prohibition forced him into the army of the unemployed, he became tax collector for the state of Louisiana, and later Criminal Sheriff. Born of Irish immigrant parents in 1878, he has lived his entire life in New Orleans. He is a graduate of Spring Hill College, in Mobile, and Jesuit College in New Orleans, and in 1904 went to work for the American Brewery. Today he is president of that institution, being the second man in the 52-year-old history of the brewery to hold that position.
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Reach Every Radio Horn Frank B. Sullivan, Presi
Beer is a brand name product. Virtually all beers on the market today are good beers. The choice of the public, I believe, is influenced by the popularity of the name. Radio programs of high quality and diversified scope add prestige to a trade name to an extent that makes that name almost a household word. To keep the name of Regal Beer a household word, the American Brewing Co., New Orleans, La., in the last year, has increased its use of radio more than ten times. We now have four hours of radio every week in New Orleans alone, using every broadcasting facility in the city, and we are using a proportionate amount of time in every city and town in the surrounding territory.
Under the supervision of Mel Washburn we now have 11 live radio shows weekly in New Orleans, not to mention the spot announcements used in instances where the production of live shows is not possible. These live shows cover the entire range of entertainment. As each show has a distinctly different character we feel that we are reaching every radio home some time during the week, and in that way keeping the name of our product daily in the minds of our regular or potential customers.
Today we could sell twice as much as we can produce without the aid of any kind of advertising. In the face of that we have the biggest radio budget in our history!
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