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btein Songs Brew Sales
Pick Best Stations, Periods and Programs Possible, Then Stick Jo Then) is Adoice of Carl G, Vilsack, President of Pittsburgh Brewing Company, Pittsburgh, Pa, to Territorial Beer Advertiser
SELECT strong stations that cover the market. Choose the time-periods with the largest potential listening audience, filled with progi ams of the greatest popular appeal. And, most important of all, stick to that policy year-in and year-out. That's a sure-fire radio formula for the territorial beer advertiser, as illustrated by the experience of the Pittsburgh Brewing Company.
TIME FOR EACH
For example, consider this large Pennsylvania brewery's use of time on KDKA, a 50,000-watt NBC outlet covering intensely sizable portions of Pennsylvania, Ohio and AV^est Virginia. Six years ago, Pittsburgh Brewing contracted for a 15-minute strip, six days a week, in the choice 6:30-6:45 P.M. time bracket. PBC divides the periods among its three brands of beer. Iron City, TTech and Dutch Club, allotting to each its own individual programs, with different talent so that the identity of the brands is not confused. Cx:)ntinuity is achieved, during the baseball and football seasons, by the use of a thrce-miniue report on sports scores at the beginning of each broadcast.
DOWN TO EARTH
All the progiams fealuic popular music, of the type that is completely downto-eaith, appealing to the kind of people who form the largest maiket for beer. Typical is the Ehursday evening program, which two years ago was expanded to a lull half-hour and augmented into .a large-scale radio production. It has since been extended to other stations.
forming a small, selected network. It exploits "the music of the good old days," featuring beloved songs that everyone was singing ten to 50 years ago.
The performers on Memoi-y Time were likewise selected for their ability to recreate, accurately and pleasingly, the songs of bygone days in their original style. George Held, master of ceremonies and baritone vocalist, was himself a vatideville and road-company star. The 14-piece orchestra, led by Al Marsico, is patterned after the musical tmits of 20 years ago, while the Merrymakers, a seven-piece instrumental combination, is a replica of the ragtime bands. Of course, there's a barbershop quartet, the Harmony Four, and a lyric soprano (Florence Berg), while Elaine Beverly brings back happy memories with her novelty songs.
BLANKET COVERAGE
To reach a different class of listeners, Pittsburgh Brewing added a ten-minute late-evening strip of news progiams to its schedule on KDKA. For the territorial advertiser, blanket coverage by strong stations cannot be the sole answer, so PBC supplements its use of 50,000-watt stations with numerous small local stations that are popular in their own locality, and producing the sort of specialized programming best-fitted for the area, under the supervision of its agency, Smith, 1 aylor & Jenkins. Bu: the keynote of all Pittsburg Brewinx} Company radio advertising is, in the words of President Carl G. Vilsack, "Pick the best stations, periods and programs you can afford, and then— stick to 'em!"
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RADIO SHOWM ANSH I P