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lE/ouble or ,, Nothing/
no Member Stores Profit From Cooperative Radio Advertising
by WILLIAM ALLISDRmanager, Consolidated Grocers of B. C.
More where these came from!
TUESDAY '^ 9
WHEN the Consolidated Grocers' Co-operative Ass'n of B. C. was organized in 1928, there were 20 member stores. Today 80 stores are affiiliated with the association. Thirty-seven ol them are located throughout greater Vancouver, and the balance in the Province of British Columbia. Each store is independently owned and operated, and the buying for all is done on a \oluntary buying group basis. In this way, each member store has the piuxhasing power of a large chain.
To publicize and ad\'ertise an organization of this type, a radio campaign must be institutional in this time of "goods in short supply." Double or Nothing, which we took on in September, 1942, on a six months test basis, was designed with the institutional approach in mind. At the end of the test period, every member of the organization unanimously agreed that this CKWX series was doing an excellent job for Consolidated Grocers' and that it should be continued indefinitely. We have done just that.
Double or Nothing carries the name of Consolidated Grocers' to the housewife while she is in a receptive mood, and a tie-in becomes prevalent between the name of the show and the name of the association. Thus, we feel that Double or Nothitig is especially adaptable to a food industry at the present time, since it has direct appeal to all age groups. The length of time the program has been on the air indicates that Consolidated Grocers' is convinced that Double or Nothing is an effective method by which to kcvp the association before the pid:)lic. Does the (^KWX show have listener aj^j^eal? We have as e\ idence the 25,611 letters received during 1943 from listeners. And mark this. Letters recpiesiing admission tickets were not inchided in the figures!
l)()ul)le or Nothing is a stream-lined (|uiz series similar to Take It or Leave It on the American network, and originates from the C^KWX Playhouse each Tuesday night at 9:00 P.M. The modern h'ttle tlieatre seats a])pr()ximately 175
160
RADIO SHOWMANSH IP