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• One of the 68 stores
for whom a daily news broadcast
heard on 21 stations is building good will for the
C. R. ANTHONY CO.
Furthermore, radio audiences, as surveys show, have been increased by the war, and the one single factor which is probably responsible for the larger audiences is news. Never before have there been as many news broadcasts on the air, and responses indicate that as the number of broadcasts increase, the number of listeners to each news broadcast also rises.
With these factors in mind, the 21 year old Anthony organization recently signed one of the most important contracts in the history of Southwest advertising. As a result, a daily radio newscast is heard for the C. R. Anthony Co. on 12 of Oklahoma's 17 commercial stations.
The seven-station hook-up of the Oklahoma Network provides the basic coverage pattern, supplemented by five auxilliary stations to complete saturation coverage of all Anthony store trade territories in the state of Oklahoma. With nine additional stations bought by Anthony's in Texas, Kansas, and New Mexico, the company now broadcasts over 21 stations. By this arrangement, we secured a complete radio coverage pattern which corresponds precisely to the market pattern of C. R. Anthony stores. KTOK, Oklahoma City (key station); KADA, Ada; KCRC, Enid; KVSO,
Ardmore; KGFF, Shawnee; KBIX, Muskogee, and KOME, Tulsa, are the Oklahoma Network stations. Supplementary Oklahoma stations are KWON, Bartlesville; KSWO, Lawton; WBBZ, Ponca City; KHBG, Okmulgee, and KASA, Elk City. Other stations carrying the news broadcasts include KGNC, Amarillo; KRVG, Weslaco; KFRO, Longview; KPDN, Pampa; KBWD, Brownwood; KSAL, Salina, Ka.; KIUL, Garden City, Ka.; KWBW, Hutchinson, Ka., and KWEW, Hobbs, N. M.
In line with current conditions, the Anthony campaign as directed by O. Terry, chief executive of Anthony's advertising department, is essentially an institutional job not necessarily intended to produce immediate sales. In some instances, for example, we even bought time on stations in towns where we do not operate stores. To complete this ambitious merchandising campaign. Anthony's will use newspaper display locally to supplement this network of radio stations.
Service to a trade area is a definite business responsibility, and the need for service has never been greater than in these times. A business which meets this obligation is guaranteed business survival and is talcing measures to guarantee post-war prosperity.
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