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JOHNNY ON THE SPOT
News, reviews and tips on spot announcements in this column.
BETSY ROSS IN MODERN DRESS
That bread can definitely be sold bv means of radio, providing that a thorough study is first made of the market and the methods of getting the sponsor's message to the market, is the conviction of the Morehouse Baking Co., Lawrence, Mass. Its advertising counsellors, the W. E. Long Co. x-rayed the field, sent a group of investigators into the area to be covered, got from housewives themselves, information on program popularity, station preferences. From these results, advertising director Philip Morehouse gave the green light on plans to spend the largest portion of the Morehouse Baking Co.'s advertising budget on radio. Betsy Ross bread was on the rise.
Spots in service periods or near news periods were selected on WLA\\^ All spots later than 3:30 P.M. w^ere out, and spots close to programs of popular music had the inside track. Reasoned seasoned adman Morehouse: with young-uns usually in control of the family radio, spots close to such programs would be sure to be heard.
Announcements are staggered, ^\nih more used on Friday than on Wednesday. All are transcribed, and new series follow in quick succession. While spots are varied in nature, some are only from 30 to 50 words long, all feature name announcers, or well known celebrities who advocate the use of bread from a vitamin standpoint.
Because Bkisv Ross Bread is distributed within a radius of 30 miles of Lawrence, Morehouse Baking chose radio
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to get its message to the public, now directs almost its entire advertising budget to WLAW.
MERCHANT'S MERCHANDISER
Six times a day, seven times a week. Merchant's Biscuit Co. caters to the sweet tooth of KOA listeners in Denver, Col. In a straight-away selling job for its cookies and crackers. Merchant's uses 42 time signals per week, scattered through day and evening.
SALUTE TO THE FUTURE! A consistent KSAL advertiser since the station went on the air in 1937 in Salina, Ka., is the Marshall Motor Co. With business for 1943 definitely curtailed and little prospect for immediate improvement, Marshall Motor gave concrete evidence of its ultimate faith in radio advertising. Signed was a non-cancellable contract for three announcements per diem, six days a week. Grand total: almost 1,000 announcements! Sponsor also bankrolls The Johnson Family, the live Mutual Network offering available for local sponsorship.
BURMA SHAVE TRAIL
Signs of the times: the shaving cream concern that used to decorate the highways with its rhymed ads now is using spot announcements over KDKA, Pittsburgh, Pa. Radio sales messages go into Tri-State radio homes every Monday, Wednesday and Friday between 7:00 and 7:15 A.M. in a series of one-minute announcements. Station adaptation of sponsor's approach:
Tho' the hiway's sort' a empty Folks hear, every other day All about a darn slick shave While list' n in in, to KDKA BURMA SHAVE.
EYES RIGHT
War workers need keen vision, and they have the money to pay for this medical attention. With this in mind. Doctors Simon & Stamper, Oakland, Cal., optometrists, have started a schedule of transcribed announcements on KROW. TJie hook: from one to five times daily, sponsors message is spotted adjacent to shows of specific appeal to war workers.
RADIO SH OWM ANSH I P