Radio showmanship (Jan-Dec 1947)

Keaching the Milk Market Via Radio Philadelphia, Pa, dairy product advertisers use radio to reach specific consumer groups by HAROLD SIMONDS. salesman, WFIL, Philadelphia, Pa. ALTHOUGH THE MARKET for dairy prodi ucts usually is noted for its stability, producers of these commodities have become leaders in advertising on the local scene. This is due, in part, to a keen competitive spirit among the distributors and to a definite need of a means of reaching specific constimer groups. Specialized advertising Naturally, the dairy people utilize all media to carry their messages to the people, for practically every human being is a potential consumer of their products. In radio, however, the producers of milk products have been able to "specialize" in their advertising. The story of what's happening in Philadelphia should be of interest to advertisers of dairy products across the nation. Milk is a primary part of the diet of every 'teen-ager. And it is difficult to think of an afternoon or evening 'teen-age gathering where ice cream docs not play a vital role. Here, then, is a specific consumer group and Philadelphia dairy product producers and distributors have made wise use of their radio time in their efforts to present their sales messages to the young people. Specific examples ABiJorrs Dairu.s and Supplee-SealTEST, two of Philadelphia's leading firms, 6 dairy accounts on WFIL are handled by the author. 190 RADIO S HOWM A NSH IP