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sion," was the cheery pre-Easter counsel of the announcer on the James Abhr program.
On every broadcast day from February 25 to March 25, the Fisher Flouring Mills Company featured its special Easter family breakfast offer which consisted of a colorful set of six Easter breakfast placards, plus a special streamlined recipe for new super-tasty Hot Cross Muffins made with Fisher's Biskit Mix. The recipe was especially developed for this 1947 Easter by Fisher's home economist, Mary Mills. The place cards showed cartoon character, Freddie Fisher, clad in a fuzzy, long-eared rabbit suit, daubing "Mom sits here" and "Pop sits here" on gaily decorated Easter eggs.
On the broadcast, listeners were asked to send ten cents and the top from a package of Fisher's Biskit Mix (either the familiar 2i/^-lb. package, or the new, thrifty 2-lb. size) to Abbe, Box 84, Seattle.
The Easter offer was also aired over 19 newscasts per week on KOMO and on announcements on KGVO, Missoula, and KFBB, Great Falls.
Premium Offer Related to Product
^V^hile this was a premium offer, it was related to the product sold in that it en
couraged the use of a special recipe. Mosi of our incentive promotions are of this type.
For example, when an excejnional, highspeed cake recipe was developed for use with Fisher's Biskit Mix, it was introduced as "Double Quick Cake," with a special "Double Header Contest" which dramatized the uniqueness of the product and the point was well impressed that "Fisher's Biskit Mix is so good it even makes cake"
The Fisher Flouring Mills Company was one of the first big radio advertisers in the Pacific Northwest and it now uses the medium to reach grocery store customers throughout the entire 11 Western states.
FISHER "JAMES ABBE" LINE-UP
PST
8:45 7:30
PST PST
7:45 a.m. MST 12:15 p.m. MST
KECA, Los Angeles KGO, San Francisco KFMB, San Diego KTMS, Santa Barbara KHUB, Watsonville (Until 6/30/47) KPRO, Riverside KTKC, Fresno-Visalia KFBK, Sacramento KWG, Stockton KFLW, Klamath Falls KPMC, Bakersfield KUGN, Eugene KVOS, Bellingham KEX, Portland
KGW, Portland
KJR, Seattle KPQ, Wenatchee KGA, Spokane KREO, Brawley-lndio KCOY, Santa Maria KHUM, Eureka
KPHO, Phoenix
KVOD, Denver
7:45
a.m.
MST
KFBC, Cheyenne KUTA, Salt Lake City KENO, Las Vegas
10:00
a.m.
MST
KXLF, Butte KXLQ, Bozeman
9:00
a.m.
MST
KXLJ, Helena
11:15
a.m.
MST
KGHL, Billings
7:45
a.m.
MST
KGEM, Boise KBIO, Burley KEIO, Pocatello KLIX, Twin Falls KOAT, Albuquerque
";
KTRC, Santa Fe
KGAK, Gallup
KFUN, Las Vegas, N. M.
KIFI, Idaho Falls
KPOP, Tucson (when added
James Abbe voices his comments before the KGO microphone and is heard over these stations Monday through Friday at the designated times.
KOMO, Seattle
Newscasts and Announcements KFBB, Great Falls
KGVO, Missoula
APRIL, 1947
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