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is that?" he asks. "That is the Tillamook Kitchen," says the guide. "But," says the man, "it's just two people talking." "Well," says the guide, "it's been aioinid here a long time, it must be doing O.K."
GALES, profits and premitnns are Tillamook's checks. In the case of premiiniis (recipes, loose-leal binders, kitchen decorations, stamps, etc.), a sales slip or trade mark cut from a cheese rind had to be mailed in (before the war) to prove purchase. During Tillamook deals the response brought to the NBC mail room a most appetizing aroma
Ad man who baits the sales trap for TILL A M O O K cheese is M. W. Manly, vice president, BOTSFORD, CONSTANT I N E & GARDNER, Portland, Ore.
net^vork and goui
pleasing to sponsor met alike.
Over 10,000 reci])e ie([uesis were ic ceived in one campaign. Another otter, metal cheese grinder for a rind and 2i)i made through the program and a singl regional magazine, exhausted the suppl of 10,000 in a few weeks, and agaii radio produced the largest retiun.
Urdinarv promotions, such as the wa dictates now because the governmen takes over more than 50 per cent o Tillamook's production, run to ton figures monthly, consistently placing thi exchisive Pacific Coast show among thi top 25 NBC national mail ])ullers.
Just before cheese went on the ratioi list (Tillamook is Cheddar cheese) on. program brought in mail orders lo more than a carload!
The Tillamook program is 15 min utes every Friday morning, 10:00 t( 10:15, on the Pacific Coast NBC net work. Comparisons of ratings and tal ent costs and time for national shoAv (a pro rata of national costs to equitable (omparisons) and the Tillamook sh()\' indicate it to be about twice as produc ti\'e per dollar as top rating naiioui programs with highly paid stars.
Format of the show is simple. Benn^ Walker, gourmet, lured into the "kitch en" by tantalizing aromas of dishes pre pared w^ith 7 ii lamook Chkkse, en \eigles the recipe out of Nancy Parker the Tillmnook Dairy Maid. That's al| there is to it: 15 minutes of straight talking, mostly recipes. Biu the progran, 'perfoiius a ser\i(e. 1 hat's \\\\\ it rate? so highly.
I'he j)i()giam plugs are an easy con. tinuaiion ol the free-and-easy patter o! lot mid lood-lo\ing Bennv AV^alker. Aj one Pacific Coast newspaper j)innied ir its radio (olunni: "Beinn's aj)petiziii^ re(i|)es are known ianioush honi hosi lo host; \()ii (an j)ra(ti(all\ smell hi* ( ()n( ()( t ions ox ci t he i adio. "
• (Left) . . . Because early settlers found il ideal for dairying, Tillamook has become a little Holland in Western America.
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RADIO S H O W M A N S H I Fi