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ght: Dick Fischer, »s and Ray Griffin
Even against top network competition, the show succeeded at the very beginning, though in a moderate fashion. That started its climb up the ladder of radio success. A year later it was moved to a stronger station, the 50,000-watter, KDKA in Pittsburgh, for even greater coverage.
Today, "Memory Time" reaches the greater part of three states, Ohio, Pennsylvania, and West Virginia, over a private network.
Some of the nine stations used to carry the program simultaneously with its 7:30 P.M., Thursday, Pittsburgh time; others transcribe it from the telephone lines for rebroadcast later the same evening.
Such a handmade network is a big advantage to the Pittsburgh Brewing Company. It offers the territorial beer advertiser an opportunity for getting complete coverage of his area at a moderate cost.
Talent rates, which include musicians and vocalists, are no higher for a hundred stations than for two under union rates. The only added costs for an additional station's use are those for the time period and for lines, so that frequently total charges are less than those incurred by sponsorship of the local program.
There are other obvious advantages, not the least of which is the uniform delivery of the sponsor's advertising message in all markets.
MAY, 1 949
Elaine Beverly, singer of novelty numbers, with popular baritone Buzz Aston
Consistent appeal of "Memory Time" to all types and varieties of listening groups has been evidenced in many ways. The series of broadcasts has maintained as high Hooperatings as all but the highest network musicals.
Final payoff comes in sales, and considerable sales, at that. Brewery officials attribute much of Iron City Beer's amazing sales gain recently to the radio program. In fact, several months in 1948 and 1949 have set new all-time records.
Both S. E. Cowell, president, and M. F. Haid, sales manager of Pittsburgh Brewing Company, have made effective use of the show as a sales weapon. One1 clever innovation has been their plan to have the sales force distribute tickets to the broadcast among customers. Each guest receives an advertising token as a souvenir.
Other radio media are used to boost sales. The company believes its newspaper tie-ins and radio spot announcements are contributing towards building a greater audience— which means, in turn, an upward trend in sales. Actual statistics are proving the truth of that contention. Today the Pittsburgh Brewing Company's sales are up while the national trend is down. "Memory Time" is given much of the credit for this sales condition.
Popularity of "Memory Time" was recently tested in Youngstown, Ohio, where (Continued on Page 32)
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