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bupply in L/emand
40 -c Total Ad Budget Goes to U Stations in a 4 State Area for 150 Oklahoma Tire S Supply Co. Stores Says Ad-Manager D. C SPERRV
THAT radio is a profitable medium for any retailer to use, provided it is used intelligently, certainly has been proved by the Oklahoma Tire & Supply Co. with 12 years of radio ad\ertising experience.
The Oklahoma Tire & Supply Co., operating a chain of more than 150 stores in a four-state area (comprising the entire state of Oklahoma and a good part of Arkansas, Kansas and southwest Missouri), has its general offices and warehouse facilities in Tulsa. Starting on radio with the use of one station in 1932, with a budget amounting to less than $1,000, Oklahoma Tire & Supply Co. now uses the facilities of 1 1 geographically located stations throughout its operating territory, with a total radio appropriation of $54,000 per year (or $4,500 monthly), a sum representing approximately 40 per cent of its total advertising budget.
Lhhif among the radio programs sponsoied by Oklahoma 7'ire k Supply Co. liiis been, and is, the Oklahoma Tire k Sri'i'iA Co. \(nv.s on KFH, Wichita, Ka. Daily at 7:30 A.M. a (jiiai ui -liom of the latest news is broadcast by KM I news editor and chief newscaster Cieorgc Cow.
Jo (juote 1). CI. Sj)eny, advertising manager, Tulsa, Okla.: "We have used radio consistently, year after year, with marked success, carefidly studying our
markets and our own needs, selecting our audience, and giving them what they want, namely, news. \Vc supplement these regularly established newscast periods with a definite campaign of spot announcements at the time to reach a maximum listening audience, and wc have an institutional musical program on Sunday, over a network of major stations geographically selected to reach the listening audience in all operatingpoints. On these programs contests are offered to instill interest and to check listening audiences.
Lo.M.\iERc:iAi. coj:)) is devoted to specific items (not general lines) at specific prices which great Iv simplifies oin checking problems on actual residls obtained in cac li ol out major markets.
"^( ar alter vear om ladio budget has (■\j)an(I((l. iMiiil, todav, we regard radio as one ol the two best mediums we have cvei used for direct selling of lines (many of which have been added since the beginning of the war).'
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RADIO SHOWMANSHIP