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^^ Carr-Consolidated began its use of radio in 1943 with transcribed ^^ spot announcements on seven stations, featuring first rate talent. Talent is still a prime element in its radio schedule, and firm con^ tinues to use transcriptions, but it has szvitched to 15 -minute programs, aired in 1947 on 25 stations.
rrogram Transcribed for Selected Key Markets
Successjul formula for Carr-Consolidated Biscuit Company
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ROGRAMWISE, GREAT OAKS from little
acorns grew for the J. B. Carr Biscuit Company. What launched it on its radio advertising campaign was a series of transcribed spot announcements aired over seven stations in northeastern Pennsylvania. That was in 1943.
In 1947 the J. B. Carr Biscuit Company became Carr-Consolidated Biscuit Company, and its twice weekly 15minute programs were heard on approximately 25 stations throughout the country, including 50,000 watt stations WBZ, Boston; WCAU, Philadelphia; WBT, Charlotte; WJR, Detroit and WBBM, Chicago.
When the winter-spring series was concluded in May, plans called for a return of the programs in the fall over a still larger list of selected stations.
Radio has been used in conjunction with newspaper, outdoor and other forms of advertising in all markets, but both the client and its advertising agency, Lynn-Fieldhouse, feel that radio has played a full share dining the past four years in the steady increase in the sales of Carr and Crackin' Good Cookies and Crackers.
The years between 1943 and 1947 showed a rapid increase in the use of the broadcast medium. The 1943 spot announcements which featured Nancy Craig, woman commentator and food
JULY, 1947
authority, were in the form of endorsements of Carr products.
In 1944, Carr continued to use transcribed spot announcements, but stations were increased from seven to 17, with coverage not only in northeastern Pennsylvania but also in Philadelphia, several southern stations and in the St. Louis, market. From the endorsement of Carr products type of announcement, the firm switched to jingles by the Song Spinners and The 3 Sisters, together with hardhitting, straight-selling announcements by Milton Cross, Ben Grauer and Ed Herlihy.
Participation in women's programs was also included in the 1944 schedule, with excellent results. Among the programs on which Carr participated was Ruth Welles' program on KYW, Philadelphia; Ruth Chilton's on WCAU, Philadelphia, and on KMOX's Magic Kitchen program in St. Louis.
Throughout its radio experience, Carr has always stressed talent, and when, in 1945, it made the transition from spot announcements to a five-minute musical program, it featured The 3 Suns, Victor recording artists, with Milton Cross as emcee and announcer. These programs were the first of the Carr Melody Bakers programs.
It was in connection with this program that the trade character Cookie Carr
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