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hit upon the plan ol turning over to the grocer an entire program; oi presenting Musical Memories as a leature oi the grocers themselves, not of the Fishi.r Baking Co.
In order to tell this wartime story, we prepared a Victory Bulletin Board as a •J-minute insert on the program, during which the latest official ration news is given, and other pertinent facts which the grocers of Utah wished to publicize.
With these plans fully formulated, we then selected the type of music which would please the largest audience, and our choice was old familiar melodies, in instrumental and vocal arrangements, heralded by a lovely theme, Memory Lane.
The PisHER Baking Co. launched the series of Musical Memories over one year ago, Sunday nights at 9:30, on KDYL, with the now well-known opening phrase, "Your grocer presents Musical Memories." The program today has built a substantial following of interested listeners, who are guided by the official news of rationing, point values, and salvage news on the Victory Bulletin Board, and who have attested by many letters their approval of the old favorites played as the memory songs on each program.
JiNCK inaugtnating this good will feature, we have also had many expressions of gratitude from the grocers carrying FisHKR Bakery products, and we have felt that our use of the mediimi of radio, in this cooperative way, has been extremely beneficial to Fishkr Baking Co., exclusive bakers of Fisher's enriched white bread. Sales continue to soar, and the institutional advertising which is incorporated indirectly into the program has done much to increase the wholehearted ptiblic acceptance of otir products.
It is my firm opinion that this type of radio campaign at this particular time and during the war's duration is one of the most successful ways of promoting not only good will, but sales. This kind of campaign is sJnnvmanship at its best.
(he kind of showmanshij) (hat benefits ihe publi(, the middleman, and the nianulac tiner all in the highcsl degree.
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• AFTER HOURS •
Oivner and founder of the Featherstone Advertising Agency, Salt Lake City, Utah., W. E. Featherstone was born just at the turn of the century in Evansxnlle, Ind., arid came to the city of the great Salt Lake in 1923.
Hobbies: to attend football games when he can find time. Summertime enthusiasm is to eat out-of-doors, and adman Featherstone is no ??iean cook when it comes to charcoal l)roiling a steak, rationing permitting. Not one to limit himself to one string to Jiis bow, lie likes boivli7}g (but doesn't daim any great proficiency at it), is Jiappiest with his nose in a {)ook; tries his Jiand at playing "Boogie Woogie" at the piano, and is enthusiastic about taking colored movies. When he can get his hands on an old gun lie keeps on the job until its cleaned and polished, lock, stock and barrel. (Greatest interest outside business: Lion's Club activities.
With over 20 years experience in selling both nexuspaper and radio advertising, lie is convinced that every ad should sell something. A champion of the powers of radio, he has planned and executed countless successful radio campaigns, is himself a radio fan. Evidence of his sincerity: tJiere's a radio in every room in his home; ditto for his car and outside in the yard.
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