Radio showmanship (Jan-Dec 1943)

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HE CRDWS BECAUSE HE MOWS There's something that makes a Rooster crow and boast his lofty station, He does not sit but does his bit By waking up the nation. I think I know what makes him crow And brag about his deeds. It's two to one he thinks it's fun To crow for Rooster Feeds. Old Biddy, too, would like to crow But she can only cackle. When she's fed on Rooster Mash There's no job she won't tackle. She'll build a barn, or buy a bond, And pay your income taxes; And every day she'll lay an egg To keep away the Axis. The baby chicks will live and grow And bring in ready cash If you will let them eat their fill Of Rooster Starting Mash. So if you would be extra smart With profits double quick. Just try your luck with RoosterIt's the feed that does the trick. (g rows i • Above . . . Oscar, the Rooster, looks on proudly as H. D. Vanderlippe, ROOSTER MILLS sales manager (left), and KDTH account executive Robert S. Graham ( center) y take the spotlight. When script calls for a woman's voice, Jeanne Wells (right) does it. Treat Radio as a Valuabh H. D. Vanderlippe. Sales 1 THE Rooster Flour & Feed Mills has been in existence since the days of the covered wagon. It is 75 years this season since the mills first began operations. We added a new salesman to the force not long ago, and our experiences with him have been rather successful. We prefer to think of radio in personal terms. We do not regard it as a magic force, to produce magic results over night. We think of it as an addition to our sales force, to be given consideration at all times, to learn from us as well as teach. In fact, we consider the personal reference so important, that a microphone, for the benefit of the rest of the force, "sits in" on all sales force conferences. Our new salesman is radio. At the time we added this new, and for us, untried medium, we were considering expanding the sales force. We handle hundieds of items in our line, one of them being pancake flour. We had an idea of using a few spot announcements to help in merchandising it, but when we considered radio from the personal angle, we came to the conclusion that a salesman in the field for such brief spaces of time could not be expected to accomplish much. Instead, we decided to sponsor the early morning news period on station KDTH, Dubuque, la. There was no difficulty, of course, in finding a suitable program identification. The firm's trademark, adopted 75 years ago, took care of that. The Rooster now crows boastfully several times daily over KDTH, and there is every possibility that it will have more crowing to do as time goes on. 120 RADIO SHOWMANSH IP