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• (Right) . . . Not mike-frightened is Lawrence F. Orbe, Jr. (left) as he discusses the NEW JERSEY FLOUR MILLS' radio campaign with Bill Bohack, emcee of Music a la Mood, heard over WPAT, Paterson, N. J.
'would defeat the purpose of any advertising program, which certainly does not include waste as one of its objectives.)
Next, we selected the kind of program we wanted. Naturally, this was done with a great deal of care. Not only were we concerned w^ith obtaining a good progiam with which to publicize our products, but the right kind of program in line with what we had to offer for sale. We feel that the choice of the proper program and talent to best blend with the products offered for sale cannot be minimized as one of the top factors in a successful radio campaign. (Who, for example, could see the justice of an Olsen & Johnson or Abbott & Costello, with all due respect to their fine talent, trying to push the sales of the American Rolling Mills and its great steel materials, or an Andre Costelajietz and his magnificent orchestra swaying to the tune of "Pepsi Cola Hits the Spot?'')
^P Oiu' final choice, we can now smugly say, was a happy one. For three years, or since the inception of WPAT, Music a la Mood had been a full-hotu , unsponsored and uninterrupted Sunday pro
gram of classical and semi-classical recorded music.
The fact that this program was already established, with a large and established listening audience, we felt to be a very important one; since our advertising through all mediums had previously been of a very inconsequential nature, to ha\e to start with something new and build from scratch might pro\'e, we knew, an expensive proposition. It seemed to us a wise bit of trading on the other fellow's ad\'ertising dollar, and we grabbed it.
Oiu' connucrcial policy in regards to these broadcasts were as thoroughly and, we feel, wisely thought out. As wheatflour millers, the products of the New Jersey Flour Mills are exclusively bakery Hours sold only at wholesale direct to the baker, giving us no contact whatever with the consumer, or buying public. As a result, since our program on WPAT was designed to appeal to this group, all of whom were pot en tin I (ustomcrs of the
• (Left) . . . Quality gets the repeat orders for NEW JERSEY FLOUR MILLS. Radio helps get that first order. With its WPAT series, sponsor puts its best foot forward to bakers in the trade area who use the product.
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RADIO SHOWMANSHIP