Radio showmanship (Jan-Dec 1944)

Record Details:

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bakers to whom we catered, our commercials, we felt, should feature the baker instead of ourselves. Thus, our commercials, which arc kept brief, dignified and to the point, tell our listeners of our bakers, patrons of long standing and continued patronage, deserving of this expense and consideration. These bakers are mentioned by name and address and their establishments and products are praised. Each baker receives a miniue commercial, and two are mentionel on each program. In addition, there is a one-half minute institiuional commercial which we allow ourselves. That makes for two-and-onehalf miniues of commercials in a fullhour program! 9 Thirty-five hundred bakers throughout the New England states. New York, New Jersey and Delaware, all customers of the New Jersey Flour Mills, were mailed compact six-page folders announcing the company's Sunday sponsorship of Music a la Mood, and plans are now being made to mail 10,000 more of these folders to baker's trade associations in the area. This plan, we have found, has had the tendency to build up a considerable amount of good will, institutional and otherwise. We know definitely that it has stimulated consumer sales of the products sold by our customers, which naturally doesn't hurt our sales. We have found that the bakers are more inclined to give us their orders, and larger ones than they might ordinarily ha\e given us, because we have done them a good turn with the public at no cost to themselves. 9 W^hile pleased at the prospect of this free advertisement when it was first broached to them, especially since the commercials plugged only them and their products without mentioning anything about whom they buy from or what flour they use, today our bakers are frankly and outspokenly t ickled pink with it all. Not only do the\ write emphatic letters of thanks for this service, but our salesmen find our bakers actually apolo gizing now when they are not in a position to give them an immediate order. But we know we will get that order sooner or later, because those bakers have been sold on our services to them (which is, of course, incidental to the fact that we make excellent quality flours for every bakery purpose). To even further earn their appreciation, we have printed a beautiful threecolor, foiu-page folder advertising the program which we give each baker to distribute to his customers when his turn comes to be the subject of that broadcast's commercial. But now, of cotirse, you will raise the $64 question, and rightly so. What, you may want to know, aboiu new customers, new sales for the New^ Jersey Flour Mills Co.? AVell, the answer is simply this: bakers in the whole area have heard, or heard about, the program, the idea behind it, and what it has accomplished for the bakers whom we have plugged on it. True, we have not been deluged with new orders, since flour is not a ten cent or a one-purchase item, but one sold on quality first and with a long-standing repeat nature, and these new customers are with us to stay; the quality of our products and the service we render make us certain of that. 9 ^es, as I stated at the otUset, our experience with radio is of rather recent \intage, so that it is still too early to predict its permanent aftects, but we certainly have the bakers talking, and when you can get anybody to talk about anything other than the war these days, that's good, brother. NOVEMBER, 1944 • 377 •