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wrows from 5 Million to 55 Million in 10 Years; Radio Important Factor
National leader among Federal saoings and loan associations, Twin City Federal Minneapolis, credits radio with major assist in attaining first place
TEN YEARS AGO, in 1937, Twin City Federal Savings and Loan Association had resources of $5,000,000. Today its resources total more than |55, 000,000, establishing it as the largest Federal savings and loan association in the nation.
Behind that ten-year span of ten-fold growth are the usual factors that make for a successful enterprise. One important contributing factor is the consistent and carefully planned advertising program of this institution, stressing the use of radio. ,
Noteworthy also is the fact that this remarkable growth-period coincides with Twin City Federal's advertising agency experience. Since 1937, Twin City Federal has retained an agency to direct its advertising (McCann-Erickson, Inc.).
Like many another advertiser, Twin City Federal cut its radio teeth on spot announcements. /\nd since these spots proved directly responsible for bringing in new business, Twin City Federal has used them steadily and persistently for the past ten years, in addition to its other radio commitments.
As a result, chain-break avaihibi lilies receive careful consideration. Twin City Federal follows the policy of watchfid waiting in building its diain-bicak schedules, which have been substantial.
Twin City Federal's current radio
activity is centered on two programs. These are Cal Karnstedt News over KSTP, 5:45-6:00 p.m., Monday, Wednesday and Friday, and Sunday Serenade, a program of transcriptions and recordings over WLOL, 11:00-12:00 Sunday mornings. A series of spot announcements over AV^CCO and WTCN rounds out the present schedule.
Commercials throughoiu are friendly in tone, in keeping with the home-family services offered by Twin City Federal. Its facilities for savings and home loans, and its special services, such as its Home Planning Library and the Home Man, a practical builder, are described in a calm, factual manner.
While radio receives the largest segment of Twin City Federal's advertising dollar; it is definitely tied-up with the use of other media— newspapers, outdoor, car cards, and local magazines. W' hether directed toward savings or home loans, the advertising message of each medium follows the same over-all pattern.
The inherent flexibility of radio, it^ informal, friendly approach, are admirably suited to the advertising of an institution such as Twin City Federal. That its consistent, continued use can be re-| sultful is evidenced by Twin City Federal's present position in its field.
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RADIO SHOWMANSHIP