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JOHNNY ON THE SPOT
News, reviews and tips on spot announcements in this column.
AROUND THE TOWN
On the theory that every station has a listening audience, the Denver Dairy Council elects not to overlook any bets. What it maintains on five Denver, Colo., radio stations is a daily schedule of spot announcements. Time selection is made on the basis of periods in which Hooper ratings give the various stations the largest proportion of available listeners. Says Bob Betts, Bob Betts Adv. Agcy.: "This plan has been followed for several years and is highly successful in propagandizing the use of milk and other dairy prod ucts."
Oregon." Firm has four years.
used radio for over
SALE'S THE THING
When sales are the object of an advertising campaign, the spot announcement is not unlike the lowly acorn. Great oaks grew in Portsmouth O., for two sponsors as the result of spot announcement schedules over WPAY.
The Fairtrace Shoe Store, out of the business district, using WPAY as its only advertising medium, ran five spot announcements to be scheduled at the discretion of the traffic department, over a three-day period. Within the week following the first announcement, Fairtrace gave full credit to WPAY for selling over 500 pairs of play shoes. Approximate item advertising cost: 2.9 per cent.
Equally jubilant was Blackburn's Market and Lunch, New Boston, O., which used WPAY as its only advertising medium, ran six one-minute announcements. Within 36 hours, Blackburn's had sold 521 watermelons at $1.75 each. Approximate advertising cost: 1.8 per cent.
BASICALLY SOUND
War-time restrictions hit a great many businesses, but in Portland, Ore., one Dodge-Plymouth dealer fought it out his own way. When Joe Fisher, Distributor, couldn't get any more new cars, he went out after used ones. KXL helped him get them and sell them. When the cars on the road began to wear out, he built up his service department. KXL pitched in to help him sell service. When the help situation took a tail spin, with a premium on skilled mechanics, he turned again to KXL. Again radio came through.
Comments J. O. Fisher: "Radio has been a tremendous force in the building of good will not only in Portland but in the outlying districts. Radio has helped us carry out a policy of good will and sound merchandising which has made our company the largest of its kind in
SMOKE DREAMS
Long known as the home of expert pipe craftsmanship, the Holt Pipe Shop, Spokane, Wash., also sends Holt's original pipe mixture to smokers from the Jersey shore to California. Since 1908 it has remained in the same location. But in the siUTimer of 1946, something new was added. That was radio, and KXLY. Intent and purpose: to increase business volume during the normally quiet summer months.
What Harry J. Lee had to put in his pipe, smoke: business volume for June |400 greater than the same month the previous year. His comment: "The only thing I did differently was to use radio exclusively to advertise my products and services." At the end of the third month, sales had increased 35 per cent, with the spot announcement schedule getting the credit for increased volume.
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