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Juvenile Series W Ups Flour M
Results from campaign begun in 1934 beamed at juvenile group leads Byers Flour Mills, Camrose, Alb,, to increase coverage to ll-station area, with appeal to home through children
THE ECONOMIC SUCCESS of Bycis Flour Mills, Camrose, Alberta, makers of Sunny Boy Cereal, is attributed basically to its belief in the power of radio as an advertising medium. Back in 1934, when radio was just beginning to take its place in the nation as a sales medium, Byers Flour Mills decided to stake its futiue progress by publicizing almost exclusively over CJCA, Edmonton.
At that time CJCA featured a one-hour Kiddies Program, produced and presented by Captain Grover who used the air name The Farmer. Since the program was designed especially for post-school listening, Byers Flour Mills decided that it would serve as an appropriate mediiun to sell Siumy Boy to the younger members of families in Northern Alberta.
The tie-in was an immediate success and through application of various box top gimmicks from time to time, the Kiddies Program grew in popularity to become a household word.
Advertising spearhead of the Byers Flour Mills, Camrose, Alberta, is coowner Ralph Byers. He cast his lot with radio back in 1934.
Sales expand trade area
Sales mounted in proportion to the ]jrogram's popularity and by 1939 Byers Flour Mills had expanded its facilities several-fold. This continued through the war years and the pojjularity of this program, coupled with proportionate sales, extended well beyond the area (ovcred by CJCA, with the 5:. 30 p.m. Monday through Saturday series.
Byers Flour Mills, with foiesight and pioneering spirit, expanded its piil)]i(ity
to other stations in Western Canada, attempting in each case to duplicate the program conducted at CJCA. Though this portion of the plan was not a complete success, the sponsors were convinced that Sunny Boy could be sold through the medium of radio in all areas. At some stations substitiue jjrograms were incorporated and now Byers Flour Mills sponsors programs over 1 1 stations in Western Canada.
At CJCA, after the departure of Captain Grover as The Farmer, the program continued on a daily basis featuring in succession Uncle Gordon Shillabeer, Uncle Stan Armstrong, and for the past three years Uncle Hal Yerxa.
Under Uncle Hal's direction and j)roduction, the Kiddies Program has demonstrated its effectiveness on numerous occasions in the most practical maimer.
What's in the public interest
Shoi tly after taking ()\er the program, I'lide Hal created Jo-Jo, a mythical bird.
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RADIO SHOWMANSHIP