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FARM RADIO
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Dodge, both Iowa) .
WMT's farm stall has doubled (it's now four) in less than three years. This growth has been necessitated by: 1) continuation of a 15-minute noon farm show on WMT-TV five days a week; 2) expansion from 13 1/2 hours to 15 hours a week on WMT, and 3) the addition last year of two daily farm programs on KWMT, totaling 15 hours a week.
Typical farm tv
A spot check of tv activity in typical farm cities produced this summary:
Little Rock: KARK-TV farm director Hob Buice presents a daily five-minute segment in an hour format at noon. He presents farm news, interviews, and demonstrations.
Houston: KPRC-TV's farm department, headed by George Roesner, puts together a 45-minute early Saturday morning round-up of the
week's farm news.
Oklahoma City: KWTV's farm director Wayne Liles and associate farm director Bill Hare alternate presenting the station's daily farm show, Farm News and Markets, at noon. In addition, current farm market information is reported directly from KWTV's special tv unit in the city's stockyards daily at 7:45 a.m.
Montgomery: WSFA-TV farm director Crawford Roquemore began a daily hour show in April which includes news, farm news, weather, farm personality interviews, entertainment, community bulletin board, interview, birthday calendar, music, thought for the day, market report, hymn, and closing.
Farm radio case history
As a direct result of a one-week radio and promotion drive last spring for International Harvester's Cub Cadet tractor, dealers throughout the country racked up amazing sales records and in some cases cleaned out their inventory and fell behind in their orders.
Nearly 600 fact-sheet, ad-lib commercials were placed from 14-20 May on 129 company-sponsored stations by IH's agency, Aubrey, Finlay, Marley & Hodgson.
In Minneapolis, 53 Cub retail deliveries were made during May. For the same month in 1961, eight deliveries were made. In St. Paul, the numbers were 65 this year, 24 last year (in May) . In St. Louis, a dealer was approaching 200 sales at the end of July. In Cedar Rapids, sales among district dealers totaled 80 during the special week.
No time to spare. Ten days be . fore the campaign was to begin, AFM&H notified all RFDs and all contacts with IH stations that a sudden decision had been made to get the Cub Cadet inventory moving right away and there was no time for art work, copy, plates and schedules.
The agency challenged: "You say radio is immediate, flexible, fast and gets results! Well, prove it!" A brochure was enclosed with instructions that it be used as a fact sheet and that messages be built from it according to each individual's style. Ideas for off-the-air tiein promotion were included in ad
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SPONSOR/26 November 1962