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Melvin A. Block (left), president of Block Drug Company, and his father, Alexander who founded the company in 1906, consult an ancient work on pharmacy. Company made history in recent months when one of its products Amm-i-dent, revolutionized the $80,000,000 dentifrice industry
Radio as a medium for launching a new product was explored with spectacular results early this year by a drug firm in New Jersey. Block Drug Company, Jersey City, New Jersey, found radio more than impressive when it was used in a series of test cities.
A subsidiary of the Block Drug firm, Amm-i-dent, was introduced in February in its oowder form with soot radio, magazine, and newspaper advertising. Demand was skyrocketed to the extent that production had to be increased 4,000 per cent in ninety days, and output was brought to a point where one day's production equaled total sales in January. Within a matter of months, business volume had increased 15,000 per cent, carrying the product to fourth place among all dentifrices of all types in the highly competitive $80,000,000 market, and first place among the ammoniated products.
RADIO USED
Radio alone was used in Columbus and Fort Wayne in the form of eight announcements a day. In Philadelphia and Pittsburgh fifty-three announcements were used during the first week on all major stations, in addition to participation programs. Comparable schedules were set up for St. Louis, Milwaukee, Minneapolis, Seattle and Detroit. In New England,
the New England and Yankee networks were included in the schedule, while in New York the company co-sponsored Mary Margaret McBride and Margaret Arlen over WNBC and WCBS.
RADIO MORE LASTING
"One interesting point we discovered in test campaigns was that radio produced less spectacular but more lasting results than newspaper advertising," George Abrams, advertising manager of the Block Drug Company, stated, commenting on competitive tests conducted with the two media. "We found radio ideal for launching new products and have used spots and short announcements on hundreds of programs."
A wide use of radio, again in the form of spots and short announcements, was made in launching the company's new Amm-i-dent paste during recent weeks.
Among the products that are being promoted widely with spot radio by Block Drug are Omega Oil, Allen ru, Polident, Poligrip, Minnipoo, Poslam and SteraKleen.
200 STATIONS USED
As many as 200 stations have been used in a single campaign, according to Mr.
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RADIO SHOWMANSHIP