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Duy Time Wisely to do Effective Selling Job
Program must appeal to audience spor}sor wants to reach, hut "^orthrup, King and Company, Minneapolis, has huilt its hasic schedule for ooer ten years on the 7.00 a. m. time slot
)y JAMES D. McTIGHE, radio director, Olmsted % Foley
IF YOU WOULD use radio as a successful advertising medium, you must jump iito it with both feet, plant yourself firm\ , and stay put. At least, that's the theory )ehind the radio schedules of Northrup, ving and Company of Minneapolis, one f ihe country's largest processors of seeds nd feeds.
access from the start
And it's paid off handsomely, since he first running jump that Northup, ^ing took in 1936. That was when \(:CO, Minneapolis' CBS outlet, diso\cred that its early-morning recordnd-weather jockey was relieving his orcdom with jokes and gags . . . gags lat pulled mail from a surprising numci of dawn-dialers. Clellan Card, the )ker, found himself with a sponsor, and le sponsor, Northrup, King, found itIt with a radio audience that increased \ the day. And better yet, it found itself ith seed and feed orders piling up on le spindle.
To make a success story short, this cut on six days a week at 7:00 a.m. for vcn years. More farm listeners each day :ard Northrup, King's straightforward,
licvable commercials . . . and went out » buy Kingscrost hybrid corn, and Sterng and Northland Feeds and Seeds. \cn the thousands of city listeners
boosted sales of Sterling Lawn Seed and famous Northrup, King garden and flower seeds.
In 1944, when Clellan Card left the station, Northrup, King realized the value of its quarter-hour at 7:00 a.m. and stayed with it when the network scheduled a round-up of world news. This quarter-hour is still held, six days a week, by Northrup, King and shall be held for as long as the 7:00 to 8:00 a.m. period proves to be one of the top listening periods for both rural and urban radio families. This quarter-hour is "basic" in Northrup, King's consumer advertising . . . other seasonal and special schedules, placed each Spring on a long list of Midwest and Mid-East stations, are always added to this basic schedule.
Basic principles applied in other markets
This theory of buying radio time wisely and extensively enough to do a thorough job was also applied when Northrup, King went on WMT, Cedar Rapids, with a quarter-hour of farm news and music every Monday through Saturday at 7:15 a.m. ^Vhen Chuck Worcester, former CBS Farm Journal director joined WMT as Farm Radio Director, he was placed on the progiam. Chuck's firsthand knowledge of farming and his ex
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