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THAT little bug has got us. Its uanic is Radio. We haven't beeu in il too long, so niaybe it's love at first sight. We had seen the lady around lor (juite sometime, ol course, and she had looked good from a distance, but we had hesitated about being too impulsive. We waited, watching, listening, noting, investigating. We're glad we made the ga 1 ' s a cq u a i n t a n ce .
Our use ot radio advertising has been of rather short duration, and our experience is limited, but there are certain features about our program and its operation that may be of interest to some because of their rather unusual aspects.
We chose radio for our advertising because we believed that we would be able to get the most direct and intensive
Buy It
Wholesale
by LAWRENCE F. ORBE, JR., general manager of New Jersey Flour Mills
Nothing to Sell Public But New Jersey Flour Mills Create Dealer Preference with Campaign Supporting Retail Bakers
coverage of the audience we wished to reach in the quickest way possible. After convincing ourselves of this fact, we began determining which of the metroj3olitan outlets would give us the most of what we sought. While the cost angle was, of course, considered, this alone in no way biased our decision.
WPAT, Paterson, N. J., was picked, first, because of its local popularity; secondly, because of the rapidity with which it is winning one of the finest listening audiences in the entire metropolitan area (as our thorough investigation proved), and fnially, because its programs are dignified and conducive to good public acceptance. Too, since our products are sold mainly in the metropolitan area (which for tis includes a smattering of New England and then south to Delaware), WTAT gave us the coverage we wanted. (Due to the freight factor, which would put our flour at a competitive disadvantage, say, in New Orleans or Minneapolis, a national coverage would be wishful thinking on our part, and the subsequent waste of a goodly number of Uncle Sam's dollars
NOVEMBER, 1944
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