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Participating
SPANISH PROGRAM To KGGM, Albuquerque, N. M., listeners, the Spanish Program announcer and his three sons are old friends. For the past decade the four voices have been on the air six times a week for an early morning, full-hoiu' program. During the war years, father carried on while the sons served Uncle Sam.
Show is made iq) of records and transcriptions with spot announcements to round out the show. What pulls the Spanish speaking public to the dials: the program is conducted entirely in Spanish. Commercials are given in both Spanish and English.
AIRFAX: National advertisers with time on the show include K. C. Baking Powder, Miles Laboratory, and Park Laboratory. Local sponsors include: Losh Lumber; Hall's Budget Shop; Babytown; Rainbo Bakery; M. Vaio's & Sons, Wholesale Grocers; United Furniture Store; Duke City Winery; Ruppe Drug; American Furniture; Mountain States Telephone Co., and Stromberg's Clothiers. Station: KGGM, Albuquerque, N. M. Power: 1,000 watts. Population: 35,449.
COMMENT: For the advertiser who wants tfj reach the mass market, there's a loyal and responsive audience in minority racial groiq^s.
CAN YOU TOP THIS?
From WLAW, Lawrence, Mass., comes a record of 1 1 advertisers whose years on the air in combination total 84 years on the one station.
sponsor Program Starting Date
Curran 8c Joyce Co Opportunity Hour. .1937
Morehouse Baking Co. Varied 1937
Wirth's Cafe Spots 1937
Clayton Shoe Store Spots 1937
Wessell's Laundry News 1938
Summerfield Furniture Co. Varied 1939
Cherry dC Webb Co. Varied 1939
Fashon Clothing Co News 1939
Kray's Men's Store Varied 1939
Community Opticians Spots 1939
Log's Store for Men Varied 1941
Nine dillcrcnt busincs.) Iiclds are represented in I he group.
Women's Wear
FRANKLIN NEWS Until breakfast is out of the way, the children ready for school and father on his way to work, the a\erage housewife has biu little time to listen to the radio or to read the morning newspaper. Those tasks done, milady begins to relax after the early morning turmoil. To bring her up-to-the-minute news while she has a second cup of coffee in peace and quiet, Franklin's, Austin, Tex., presents a five-minute news bulletin over KNOW.
For over three years, Franklin's has found the five-minute news packet more than satisfactory in terms of direct sales residts. Hooper ratings indicate the reason why: of the 19 per cent of radio sets in use at 7:55 A.M., Franklin s News has a 68 per cent rating.
Commercials tie-in with the news-onthe-hour theme, sell Franklin's as the '"store of the hour for mother and daughter alike." Copy combines item merchandising with the institutional approach.
AIRFAX: News compiled and edited by KNOW news editors is presented by Harold Bakke. First Broadcast: 1943.
Broadcast Schedule: Monday through Saturday, 7:558:00 A.M.
Preceded By: Musical Clock. Followed By: Cliff Edwards. Sponsor: Franklin's. Station: KNOW. Austin, Tex. Power: 2 50 watts. Population: 87,9 30.
COMMENT: While costs for a li\e-miiuite program are little more than the cost of two spot announcements, the advertiser earns a credit rating from the listening audience for the editorial content of his program. Ihree years of continuous sponsorship also indicate that such capsule programs also have a way with them, sales wise.
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RADIO SHOWMANSHIP
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