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^Li>ast Your
...Bread on the Waves
Varied Schedule for Hemar Baking Builds East Bay Sales
hy WALTER GUILD, vice pres., Garfield & Guild Adv. Agcy.
V I lie Remar Baking Co., Oakland, Cal., distributes its products thiougliout the East Bay Area of Northern California. Its competitors have a definite advantage over Remar from an advertising standpoint, because the competitors' products are distributed not only in the East Bay, but also in the larger part of the Northern California markets including the city of San Francisco itself. In spite of this fact, Remar has been able to make what can only be described as sensational progress during the past few years. A great deal of the success can be attributed only to consistent use of radio advertising.
Currently, Remar's radio activities consist of a one-half hour nighttime program aired over KFRC. San Francisco, called Spell for Dough; a three times weekh' program. Calling All Kitcliens, on KROW; a daily five-minute newscast on KQW; regular station breaks on KPO; a transcribed series on KROW, Sam Adams Your Homefront Qjiartermaster, and Remar Grab Bag broadcast weekly from I ISO headquarters in Berkeley oxer KRE.
While Remar's initial radio effort took place back in 19H8 with a formal, once-a-week night program, its concentrated radio effort dates from August, 1940. Its five-a-week strip on KROW^ the Remar Hostess Roojn, was done by remote control from its hostess room. What listeners heard was advice given by Remar's own domestic science expert, Kathleen Jensen, before a studio audience of women's chd)s. The broadcast, of course, was only a part of the afternoon's festivities.
Here was a concrete method of creating consiuner preference and good win. In no time ai all the Hostess Room was in demand by women's organizations of all kinds, and within a vear some MO, 000 women had i)een special Remar guests. In Noxem
ber, 1940, the show was already booked
solid until July of the next year.
14ie program itself was a quarter-hour
series divided into two parts. In the first • '^j'rJf' *^^'^^""" {f "!!" f ^'!
, ,, , I I 1 I 1 tng All Women over KROW it'
liali, hostess Katlileeu Jensen demon ^ ^.^^^^ ,.^^ ^^ consumer prefer
strated ihe (real ion ol the fancy sand ^^^^ ^^^ j^ai^r good will for th
wi(h, and the xarions {liects obtainable REMAR BAKING CO.
152 RADIO SHOWMANSHIP