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WEATHER"for Sales ar
Series broadcast on two statioris is major bid for Alaskar) fishing trade business for the Union Oil Company
BOTH FOR SALES AND GOODWILL, SCrvice to the community is an important aspect of public relations for any local or regional advertiser, with what constitutes service determined by the interests and needs of the community.
Radio has proved to be a remarkably effective tool in the performance of public service, and services rendered by advertisers range from the general to the very specific.
Take weather, for example. Time and weather reports perform a general service for all listeners, and the advertiser who wants to gain widespread acceptance for his product is able to achieve this objective with general weather bulletins.
But in almost every community, there is a group of people whose occupations are such that weather forecasts have a direct bearing on their work. To them, weather reports, slanted at their particular needs, is a matter of bread and butler, and such information conveyed to them by an advertiser represents public service of a very specific nature.
For the advertiser with a product or service of direct interest to this group, sponsorship of a radio series which conveys this vital information represents a tailor-made opportunity for sales and goodwill.
Major bid for fishing trade
How this works oiU in actual practice is illustrated by the Union Oil (^onij)any in ccjiinection with a radio series it sponsors with benefit to Alaskan fishermen and lo ilscli.
In Southeastern Alaska fishing is more ihan a s])ort— it's a Big Ikisiness. The I'erritory's teeiin'ng waters have produced over one and a cjuarter billion dollars
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A window display which coincided with Juneau's 3-day Independence Day celebration told the story of the Fishing Time program and Union Oil's service to fishermen.
woi ih of fish in the last half-century, and fishing is one ol ils largest industries.
These fislu rnuii need nets, tackle, and other marine ccjuipnient; food suj^plies; and— most important of all— fuel to operate the gasoline and diesel engines of their boats.
'Jo satislv this latter lecjuiiemenl, several nationalK-knovvn refining comi^anies \ ie lor the fishing tiade. And as its bid lor a major shaic of this business, the
RADIO SHOWMANSHIP