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Harold Jenson of the Sons of Utah Pioneers interviews one of his pioneer guests on the Joseph William Taylor Memorial mortuary program "Golden Melodies." His guest is 100-year-old Mrs. Anne Milne. Pioneers are interviewed on the program each week
That decided Mrs. Beck on her course of advertising action for the next sixteen years. She found it was inevitable that if the Joseph William Taylor Mortuary could bring comfort to people in their daily living, the family would come to that mortuary in the time of bereavement.
At the time the original broadcast had its inception, Mrs. Beck established one policy in her radio time buying from which she has never deviated. Taylor Mortuary programs must always either precede or follow a news broadcast.
During the period of a decade and a half through which radio has been used to advertise the services of the Taylor Mortuary, a variety of formats have been scheduled. There has been a quarter hour of Biblical readings, a fifteen-minute segment of live organ selections, dignified transcribed music.
Only program time has been used. Spot announcements were never scheduled because it was felt they could not fulfill the basic purpose of the Taylor Mortuary
viewpoint — that of bringing happiness to listeners.
In 1946, Mrs. Beck hit on the formula which she considers the best one ever devised for advertising the Taylor Mortuary. It is this series which is still in use over KDYL three years later.
That year, the show featured transcribed music. Mrs. Beck began augmenting her radio promotion with a series of small advertisements in The Desert News around the theme "Remember When?" Plans were underway at that time for the Utah Centennial in 1947 and this series of ads was designed as institutional copy which identified the mortuary with pioneer days. Copy was written by Harold Jenson of The Desert News staff.
It was here that Mrs. Beck found the all-inclusive success formula she was seeking. Her KDYL radio copy was calling attention to the Joseph William Taylor Mortuary as the pioneer mortuary.
Now all she had to do was combine her (Continued on Page 29)
APRIL, 1949