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and follows the Icticr format siiggesicd by the title Sincerely Yours.
After selecting the most achantagcous stations in the areas in which Gallo Wines ha\e greatest distiibiuion, w^e signed the contracts and proceeded to announce otir new radio program to jobbers, salesmen, and dealers, as well as to the beverage trade and general public. On the day the show started in the various areas, we had a live, pedigreed Persian kitten delivered personally to the office of each jobber. Tied to the neck of each kitten was a card reading "Just Call Me Gallo." A card attached to the box containing the kitten was captioned "It's the Cat's." It announced Gallo AV^ines' new show with time, days and name of local station carrying it. Streamers, easel signs, bottle collars, stickers and letter enclosures with the same information were distributed to dealers to promote listening and stimulate sales.
Stories went out from the publicity department of our agency, John Freiburg & Co., Advertising, Los Angeles, to radio stations on our schedule and beverage trade journals, also. Glossy prints of Kenny Baker, Donna Dae, Jimmy W'allington, and Buddy Cole accom
ALIO WINES'
new radio program
THE HIT SHOW OF THE YEAR
. . . with
• Kenny Baker
1^ * Jimmy Wallington
WSMB 6:I5P.M.
Every Tuesday, Thursday, Saturday
panicd these initial sttjries. Follow-u[> stories with different poses are being dispatched regularly with the suggestion that the material be incorporated in station program resumes and forwarded to radio colunniists in each locality. Care is taken in labeling the pictures so that they serve of maxinunn benefit in lobby and window displays the stations may arrange on their own initiative. Mats and proofs of ads were also supplied the stations, as well as threeminute wine cookery scripts adaptable to home-makers' programs. These are sent the stations for use only with the provision that Gallo Wines be credited. Of course, our publicity department also supplies radio columnists in the various areas with fresh material on the stars of Sincerely Yours; a mailing list of these columnists was obtained through a questionnaire sent to each station. The shortage of newsprint and other causes have curtailed the activities of radio columnists to a certain extent but they are coming back into the open, and we felt the best way to discover them was to canvass the stations themselves. Lastly, we requested announcement plugs wherever possible and station promotion reports by the month. Through these reports, we have a measure of the station's interest for future reference when we come to buy time for other radio programs.
Paid advertisements in newspapers and car cards in busses and streetcars were direct methods of advising the listening public of Sincerely Yours.
AVhat were the results? W^ritten and word-of-mouth reactions from our representatives throughout the country have been gratifying. The volume of fan mail forwarded to us has exceeded our expectations, and a Hooper stirvey, taken after the program had run only a month in a certain city, showed a sizable listening audience, directly reflecting, we feel, our efforts to promote our radio program.
Yes, insure your gift, promote your program, and yoti're sure of having your prize package reach its destination.
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