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lYIodest Budget Show Pa$$<
with radio as the backbone of an effective advertising and merchandising program, the Harris Packing Company puts its emphasis on an established WIBC, Indianapolis program, adapts series to its particular objectives and needs
by HOWARD C. CALDWELL, president, The Caldwell-Baker Co., Inc.
Howard C. Caldwell
THE Sam Harris Packing Company, Indianapolis and Crawfordsville, offers an excellent example of how radio can be made the backbone of an effective, modest-budget advertising and merchandising program.
A newcomer, comparatively speaking, in the Hoosier State's meat packing picture, the Harris company turned to advertising early this year with two clearly defined objectives in mind: (1) to obtain wider distribution in Genual Indiana lor its line of meat speciallies; (2) to impress upon dealers and consumers that Harris specializes in the making of sausaircs of the finest quality.
To accomplish these goals, Sam Harris, owner and operating head of the company, and his agency. The CaldwellBaker (>)mpany, Inc., worked out plans lor a l.^)-week test campaign that included ilicse main elements: radio, newspapers and poiulof sale, wilh emphasis on radio.
Scle( !s j)r<>gram with established audience
Seeking a |>i<)L;ram wilh an eslablished aiKh'ciKc anion^ home iiiakeis and food
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buyers, client and agency agreed that the Dixie Four met all specifications. This male quartet, singers of spirituals, light classics, popular songs and hymns, joined the talent staff of WIBC, Indianapolis' Mutual outlet, in the summer of 1946 after an outstanding radio success in several soiuhern cities. Broadcasting from WIBC several times daily on a sustaining basis and making hundreds of personal appearances about the state, the Dixie Four soon built up a large and devoted following, with their Monday-throughFriday, 12:30-12:45 p.m. show regularly drawing overflow studio crowds.
It was this noon-day program that Mr. Harris decided to sponsor. Wisely, we believe, the show's established format was retained with minor alterations, these being confined to insertion of brief open
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