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PROOF 0' THE
PUDDING
Results based on. sales, mails, surveys, long runs and the growth of the business itself.
Bakeries
DO YOU KNOW THE ANSWER For the housewife who likes to pick up pin money the easy way, the Braun Baking Co. is a friend indeed. When Braun Baking pops the question to her via WISR, Butler, Pa., she has only to know the right answer to be in the money.
Three telephone calls are made on each broadcast, and to the person who can repeat a two-line rhyme, the dollars in the Town Talk wallet are hers. Verse ties-in with sponsor's product, ie, "Wherever there are families to feed, Town Talk Bread takes the lead." Each day calls fail to produce the correct answer, an additional five dollars goes into the Town Talk wallet. To everyone who answers the telephone goes a fifty cent piece, courtesy of Braun Baking.
There's plenty of evidence that the show scores a bulls-eye with the WISR audience. Of 164 calls completed in six months, 58 persons were listening to the program, were thus able to collect the money on deposit. Rating based on the above: .^5 per cent of the radios in the listening area tune in the program.
Additional fuel also fans the sales flames for Braun in the Butler area. When a sales contest was staged for a number of units for a specific kind of bread, the driver-salesman oj^eraling in ihe VV'ISR lislein'ng area walked away with the pri/e, hands down.
Recorded imisic with an easy-going ad lib explanation of the telephone calls fill in the quarter-hour. Straight commercial is a transcribed one-minute announcement prepared by the radio de
partment of the W. E. Long Co., originators of the program. During the course of each broadcast, the answer to the question is given several times. Names are scientifically selected by the AV. E. Long Co., wired to the station prior to air lime. Posters giving the correct answer are j^laced in grocery stores throughout the listening area by the Braun Baking Co. When a Western Pennsylvania housewife earns a considerable sum, her name and the amount earned are posted in grocery stores in the area in which she li\es. Series has been used as the spearhead of sales campaigns for specific items such as Roman Meau Bread.
AIRFAX: First Broadcast: 1942.
Broadcast Schedule: Monday through Saturday, 10:00
10:15 a.m.
Preceded By: News.
Followed By: Music.
Sponsor: Braun Baking Co.
Station: WISR, Buder, Pa.
Power: 250 watts.
Population: 8,070.
Producer: W. E. Long Co.
COMMENT: Here's an effective way to reach the housewife which is profitable both for the listener and the sponsor. All to the good is the audience participation on the air angle by which the advertiser takes full advantage of the opportunities for a personalized sales approach inherent in the broadcast medium.
Drug Products
CLAMBAKE All the way across the country, radio audiences haxe gone over-board for aiuhentic American entertainment; melodies of the prairies and the hill country, songs of the cattle trails and corrals. Clevelanders are no exception. Whenever they can see and hear good homespim entertainment with a truly Iron tier Havor, they have over-flowed theatres and filled radio studios.
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RADIO SHOWMANSHIP