Sponsor (Apr-June 1964)

Put your thumb on the whole Sioux Falls 98-county market WITH JUST TV FACILITY! f WITH *W FILM OR SLIDE' FROM ir TV CAMERA! KELO-LAND TVs three transmitters, opcrating as ONE station, give you complete, instant coverage of this whole major market! 2X4,000 tv homes. And more of them watching KELOLAND TV than all o t h e r stations combined. 5 STATE TELEVISION fcetnuNc KELO-tv • KDLO-tv • KPLO tv (interconnected) JOE FLOYD. President Evans Nord, Eiecutlve Vice Pres. I Gen. M(r. Larry Bentson, Vice Pres. Represented nationally by H-R In Minneapolis by Wayne Evans General Offices: Sioux Falls, S.D. A MIDCO STATIOM Ever eat a Nebo ? Until last Monday, one week ago today, I never ate a Nebo. Which only goes to prove how neglected my education has been. But I was duly initiated by Mike Davis, originator of the Nebo. in person. At the same time I found myself talking to as fascinating an advertiser as I've been privileged to meet in quite some while. To start at the beginning, I was sitting in the office of Perry Samuels, general manager of WPTR Radio in Albany. We were hotly debating the possibility of achieving a billion dollar radio advertising medium by 1967, with Samuels, of all people, taking the negative. The crux of Samuels' argument seemed to be that radio was priced too low, and not enough national radio dollars were put into a market in relation to other media to give hope of reaching my goal. Finally he said, "The trouble with national advertisers is they don't get close enough to the cash register. I'd like to show you the kind of advertiser who does." "Like who?" "Like Mike Davis. He makes Nebos for 69 cents and sells 'em like McDonald's 15-cent hamburgers." On the way over he told me a bit about Davis. He had started in Albany in 1957 with $180 and a deep down desire to be a smart businessman. Now he had 14 sandwich stores in Albany, Buffalo and Glens Falls and was doing over $3,000,000 a year in sandwich dispensing. He used one advertising medium — radio. I had trouble identifying Davis from his employees when we arrived. He was one of a crowd of fast-moving aproned figures inside a big glass drive-in window gaily festooned with streamers. Samuels signalled to him and he darted outside, an intense slim young man. "This is opening day. Sorry to keep you waiting." "I hear that this is your 14th," I said. "I guess you're used to opening days." "Not like this one. This is my first drive-in. The others are sandwich shops. How about a Nebo?" The Nebo, priced 69 cents and duly paid for, was an overstuffed helping of roast beef in a hamburger bun. The heaping of many waferthin slices had the effect of making the contents appear mountainous. I washed it down with root beer. "Arc all your sandwiches made in window view?" 1 asked. "That's one of our marketing methods." "How long have you used radio?" "Ever since 1 started. My first year 1 did about SI 0.000 in sales and spent $5000 on radio. Now I'm spending around $100,000." Why radio'.'" "Two reasons. 1 wanted to catch people on the move and it was all I could afford. It worked so well that every time we opened a new location I splashed with radio and then continued. Next year we're expanding. We'll use it everywhere we go." "I like your Nebo." I said. "Where did you get the name'.'" "I dunno. 1 just made it up." T?-k^/ SPONSOR