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IN ROANOKE
BUDWEISER
LOVES
WROV
BOVA DISTRIBUTING CO., INC.
1001 THIRD ST., S.E., ROANOKE, VA. • PHONE No. Dl 5-8874
WHOltSALtHS OF ANHEUSCRBUSCH 6![«S
Dear Burt:
Since we regard you as a vital part of our "Budweiser Family", I thought you would like to know that In 1958 we were the only wholesale distributor of national premium beer in this market to show an increase over last year. We sincerely believe our advertising onJgJ2_is largely responsible for this.
When we first went into radio back in 1955» using only your station, we operated three route trucks, one special delivery truck and ranked 2nd in the market, with our competitor selling almost 2to-one over us. Today we operate five route trucks, three special delivery trucks, run our own trailer trucks, and rank #1 in the market by a substantial lead over our closest competitor.
Frankly, I wasn't really sold on radio until after our first 13 weeks back in '55. When I told our salesmen we were giving the show up, they shouted NOV so unanimously.. . .they said everyone they talked to and called on was listening to i*....I changed my mind. Since that time, we've expanded our advertising on V|RQV to include spot saturation, Dodgers Baseball and participation in other personality shows on your station.
This past year even though we went Into television, we felt we couldn't maintain our dominance in the market and our steady yearly growth (whick runs much higher than the national average) unless we could maintain our saturation schedule of spots and programs on VffiOV. Today we spend about 60? of our total advertising budget in radio, and I know you'll be pleased to learn that VJgpj will get approximately 80? of our total radio budget.
Jerry Joynes, who has been our personality for the past four years, and your other personalities who have carried the Budweiser story to the public, have the knack of sounding so convincing, we feel they work for us as much as they do for you. We think we've got some mighty fine salesmen in Jerry and WROV and we want to keep them on our payroll for a long timel
Cordially
FB/db
WHEN YOU KNOW YOU* Iff! . . . IT'S IOUND TO If IUD
Use these WROV personalities and ROANOKE will love you!
KEN TANNER • BARBARA FELTON JERRY JOYNES • LES DAVIS JIVIN' JACKSON
WROV
ROANOKE, VIRGINIA
Burt Levine, President represented by Jack Masla Co., Inc.
:».
SPONSOR • I I VPRIL 195