Sponsor (Nov 1946-Oct 1947)

Record Details:

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(TRA! 480-LINE FOOD PAGE ADS IN JLY NEWSPAPERS EVERY WEEK DURING ITOBER JOHNSON'S WAX PROMOTION! Y«, local NEWSPAPER ADVERTISING ... IN ADDITION to Johnton't F.bber McC««" radio *nd national mjgjune advertising to put o»ir the 0( tober Johnton't W*i Promotion to your customer*' Big food page *di in th« IocjI ncwtpjptn will sell Johnson's Wii to your customers throughout the month of October . . . ids your customer! will icr while making up the week end shopping hit' This additional newipjper advertising blankets your trading area. . . every Thursday night . . . local ning Johnson's Fibber McGee and magann* advertising behind JOHNSON'S WAX in OCTOBER! hese papers n HwtlW Trw*Wf nGJoW 9* H— ■qirf-A/wfXo ngehx H^oJd A bpreu nf*t*i Ttnwt owk«« JowmoJ ►opol.i Slor-Jowrrtol Bun* Ye*i JaumolAmwtcon To* Swn Ywfc World Tibarom wl Dispatch Pien*«r rV*ti iVIphio B«ll«hn poacImo Cott-BvlUrin ronOUO N#W» L Here are the actual w TIMED FOR PEAK SEASON SELLING TIE-IN DATES J IE IN ...to CASH IN! WEEKLY THURSDAY NITE FOOD f .NIVCI WT Off Ml TOMO««OW WHAT VOU CAN WAX TODAY. NOW is the time to Wflhten your floors wilh jomhsom's PASTE WAX _ Km ^ lovely Cer tab" wolettJvr ri'J« r unsTDi "'"^'"'V. , ' JOHNSONS PASTE WAX WAX o c T. fibber WcCec^^Ndv -AN UNWAXCD noo» GATHERS NO GIOSS" Polish yow floors to bright shining beauty NOVM JOHMSOMS PASTCWA* u><loall>'1""',",'''°r3",~ CtWBo^fKff^^ :■,..-: -*" tad W***T '* ****** . „ «... n.f»?o» ' M.T»OTrOM;^^^-W, ".«i.b~»"^i«™" jONNSONS PASTE WAX ff wa5: PICK UT A POUNO AT TOUR DEALER'S —TOMOR ROW PICK UP A POUND Al T0UI DEAIEI S-TOMfc Publication advertising consistently headlines Johnson Wax's radio couple — not to plug broadcasting but because Fibber McGee and Molly stop page-turners and increase reader attention as high as 50c/c owned themselves. Long before that they had fallen in love with California while out there doing a number of special broadcasts and moved to the Pacific Coast. The characters were so well set before they switched that it mattered not where they broadcast from, they'd be the same; Jack Louis and Bill Connolly had established with Quinn and everyone the Fibber McGee and Molly pattern. Johnson Wax had built a program which in turn had built its sponsor into a corporation with branches around the world, with a factory that rated an entire section of Fortune magazine, that is selling more than 50 per cent of all the wax sold in America. They had also built a salesman beyond compare, Harlow Wilcox ... a salesman whose air spieling has endeared him to all who dial Fibber McGee and Molly. Wilcox never kids the product or the sponsor. His opening and closing commercials are straight yet they're listened to as faithfully as the program itself. Even in the middle, the integrated commercial, Wilcox doesn't kid sponsor or Johnson Wax, the laughs are at the salesman himself, not at what he's selling. When Fibber tries to belittle what the selling has to say, with "We know all about that ." surveys prove that the dialers are with Wilcox not with McGee. The commercial identification of the show is 74. S with only 0.4 of a per cent of the listeners getting the sponsor's name incorrect. Only Take It or Leave It with Phil Baker selling Eversharp every minute, Bob Hawk, selling Camels for R. |. Reynolds Tobacco Company, and Lux Radio Theater, with the product name in the program title, have higher sponsor recognition, the former with a 78.9, Hawk with an Si, and Lux with an SS.7. SPONSOR