Radio showmanship (Jan-Dec 1943)

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ood Will On Tap Good Taste Test for Hometown Radio Sales By Geo. Creadon, Gen. Mgr., Standard Brewing Company Product passes taste test with latest equipment. THE Story of the Standard Brewing Co., Cleveland, O., and Sidney Andorn's Column of the Air for Erin and Standard beer over WGAR is almost one. The facts and figures are closely related. Through the seven years that Andorn has been on the air for Standard without interruption, the expansion of Standard Brewing has continued unabated. The company now has five buildings, and the brewery has been completely rebuilt since 1933 to include all the latest equipment and improvements. Standard does more business in the city than any other competitor, with 95 per cent of its sales in Cleveland and Cuyahoga County. By way of comparison, Standard sold 78,()0() barrels in 1933; 230,000 barrels last year. Such a record represents a combination of quality of product, progressive selling effort and ser-vice. The three are essential for siuyival in the brewing business, and Standard Brewing puts every available penny into them. Small breweries cannot hope to advertise in nationally circulated magazines, yet many small operators have neglected opportunities well within their means. This has not been due to an unwillingness to spend money, but rather reflects the waste of money on outmoded and unproductive business schemes. To begin with, the successful small breweries have the advantage of home-town pride. The problem for the brewer is to capitalize on this good will. Of course the good will of the dispenser is important, but too often not enough good will is lavished on the consumer. With radio. Standard Brewing found an up-to-the-minute, productive advertising media which culti\ates the good will of both the dispenser and the consumer at the same time. NOVEMBER, 1943 371