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PROOF 0' THE PUDDING
Results based on sales, mails, surveys, long runs and the growth of the business itself.
Automobiles
YAWN PATROL It hasn't built its reputation as a mail-pull station, and it's only a 250-watter. But KHAS, Hastings, Ncbr., carries its weight, saleswise, for the Guy Marsh Motor Company, other sponsors, as indicated by a mail count to a talent photograph offer made on the Yawn Patrol. On the first birthday of "Uncle Heavy" (alias program manager, Herb Clark), listeners were offered a photograph of the radio personality. On record: 1,447 requests.
Mixed with sweet, standard popular music is from four to six minutes of corn dished up by Uncle Heavy and Herb, with Herb Clark doing both voices.
Guy Marsh Motors has used the KHAS air for about five years. Objective: to reach the rural audience and listeners in adjacent smaller communities. Commercials are informal in nature, usually ad libbed, with emphasis on farm implements, machinery and appliances. If commercials deviate from the short-and-tothe-point line, Uncle Heavy warns listeners of what's coming with some such line as: "Everybody get your watch out now and start timing . . . I got a long one for you this morning, and you might as well hear it, it's gotta come out."
AIRFAX: First Broadcast: May 17, 1945.
Broadcast Schedule: Monday through Saturday, 7:307:55 a.m.
Preceded By: Grace 8C Glory. Followed By: News. Sponsor: Guy Marsh Motor Co. Station: KHAS, Hastings, Nebr.
COMMENT: It's definitely the personality of the announcer that carries a program
of this type, and ilic sponsoi whose l;il( in gives evidence of having a strong pull on hstcncr loyalty is wise to back tliat i.tlcni with plenty of promotional and mcrt li;ni (lising support. Series here illustrates ilu jK)wer of radio to expand the iradc area in a direct way imjK)ssi})le wilh anv oilici medium.
Automobile Supplies
SPORTS PARADE When the Jika Aijio Supply Co., Denver, Colo., took on sponsorship of Sports Parade, the sponsor was frankly dubious. Not a sports fan, the advertiser was skeptical. In addition, the show was to be aired on what was then a spanking new station. That was six years ago. Jira's Sports Parade is now Denver's oldest continuous sports program on the air for the same sponsor. Through the lean years of war shortages, JiRA continued sponsorship of its sports program, and every special test made by the client has paid off to its entire satisfaction, says Mark Schreiber of Ball & DAvmsoN, Inc., Denver advertising agency.
AIRFAX: Sports scores, plus news, with emphasis on the local angle is what keeps sports fans coming back for more.
First Broadcast: 1940.
Broadcast Schedule: Monday through Saturday, 5:075:14 p.m.
Sponsor: Jira Auto Supply Co. Station: KMYR, Denver, Colo. Power: 250 watts. Population: 450,000. Agency: Ball & Davidson, Inc.
COMMENT: Consistency is what it takes to achieve marked success with the broadcast medium.
APRIL, 1947
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