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PROOF 0' THE
PUDDING
Results based on sales, mails, surveys, long runs and the growth of the business itself.
Men's Wear
WORLD NEWS ROUNDUP Like the clothing it has sold in Denver, Col., for years, Cotirell's Men's Store has found radio a good fit in the daylight or at nighttime. More than that, Cottrell's relationship with KOA has worn well. Since 1932, in fact!
Like any well-groomed advertiser, Cottrell's recently supplemented its current titne wardrobe of spot announcements on KOA, for wTar throughout the week, with a 15-minute Sunday newscast. Over the years, Cottrell's has led the fashion parade with spot announcements, station breaks, a Musical Clock and news periods.
AIR FAX: First Broadcast: March 5. 1944. Broadcast Schedule: Sunday, 4:45-5:00 P.M. Preceded By: Music Masters. Followed By: All Time Hit Parade. Sponsor: Cottrell's Men's Store. Station: KOA, Denver, Col. Power: 50,000 watts. Population: 450,000.
COMMENT: Good merchants know quality merchandise when they see it, whether it's sold by the yard or the splitsecond. W^hen such shrewd retailers continue to buy the same product for 12 years, there must be a reason.
Women's Wear
KOA HOME FORUM Evidence that the school of women who could sew a fine seam didn't go out with the bustle and hoop-skirt came by the sackful as the result of a Home Forum Sewing Contest over KOA, Denver, Col. During the
se\en weeks that entry blanks were ofIcied on the (juarier-hour feature, re(|uests by the hundreds (amc from hither and yon, and on the closing day of the contest the postman's burden was a deluge of over 200 entries.
But the ability to fashion a dress isn't the only old-fashioned virtue to which KOA listeners lay claim. One advertiser on this quarter-hoiu' blend of home economics information, guest interviews and fashion and beauty news of interest to women made a once-a-week announcement. Offered was a free Home Canning booklet. On the first annoinicement, the offer drew 308 replies.
Sponsors for whom the KOA Home Forum has rendered, or is rendering, outstanding service include: E^esinol; Robertshaw Thermostat; Cerophyl Labs Viet; Kerr Canning Jars; Campbell Cereal Co.; Tintex; Ball Canning Jars; California Spray Chemical; Kalmus Dress Shop; Zoom Cereal; Malt-O-Meal; Safeway Stores; Vano Paint Cleaner; Denver Dairy Council, and Monarch Ranges. Promotional support given the series: screen trailers in Fox Denver and InterMountain theatres; placards on the entire fleet of Yellow^ Taxicabs; ads in 117 newspapers, both weeklies and dailies; courtesy announcements, merchandising letters and window displays.
air FAX: Home Forum Lora Price and her assistant Betty Price, carry the torch on the series broadcast five times weekly. First Broadcast: July 13, 1941.
Broadcast Schedule: Monday through Friday, 11:0011:15 A.M. Preceded By: Music. Followed By: Reveille Roundup. Station: KOA, Denver, Col. Power: 50,000 watts.
COMMENT: Of proven sales value is a household series which is not too encumbered with participating sponsors. AV'hat makes such programs particularly valuable is the intense listener loyalty as evidenced by remarkable response to offers of various kinds. (For pic, see Showmanscoops, p. 236.)
JULY, 1944
243