Sponsor (Nov 1946-Oct 1947)

How J-M reaches that vital J ohns-Manville reaches 41,000,000 listeners a month through its CBS daily five-minute newscast (8:55-9:00 p.m. est) , but only one out of 82 of these dialers is reallj important to J-M business. That's because few of the 1,200 products in the J-M line are sold direct to the public, or even specified when Mr. and Mrs. Consumer buy or remodel a home. Moreover, a considerable part of the $l(X),000,000 business done by the corporation has nothing to do with the consumer but is designed for industrial application only. Johns-Manville's thinking is that it wants to reach 500,000 men: lumber men, architects, contractors, builders, and corporation executives in all fields. These are the men who actually specify the use of J-M products. That doesn't mean that Johns-Manville is unmindful of the effect of the buyer on builders, but rather that the number of consumers who build homes each year is small in comparison with the great number who listen to J-M newscasts, night after night. Among the 41,000,000 rotating listeners J-M feels that it's reaching its vital 500,000. Johns-Manville spends roughly $800,000 for its broadcasts, which cover the 52 weeks of the year. It also spends more than half as much as this amount in trade papers ($425,000). And much of this trade paper copy is geared toward telling the distributor of Johns-Manville products that the J-M line has been pre-sold to the public through radio. Actually, on every fifth broadcast or so the commercials tin the program mention a J-M dealer by name, and a great deal of the trade paper copy is built around this bow to the construction and building supplj industry. During the present period when the building industrj in general is being attacked on all sides, good-will is verj important. Long before 24 Johns-Mam ill*' illustrates how to use broadcasting to achieve His, rihul ion plus johher. architect, anil builder acceptance o our customers In the interest of protecting our customers in these days of high prices, we will continue to adhere strictly to these seven principles: J^X'e is building material dealers, agree to continue to nuke every effort n> reduce our • operating cats tod, »t all times, to ask prices reflecting only a bit return. w*f pledge our support to the program of fighting the racknttr building autmil milker. J w"c pledge our support to the program of seeing that t'n *e vcrcruu desiring to build | # or remodel hire rirv opportunity to obtain the budding materials available »'e behevc that the only way that we can protect our curler today and lor the future iv :u (.Kitinue to use our influence to keep the cost of bousing down to a mmunom, and we pledge that we will exert even effort against the threat of inAacaoo tamed bf the shortage of materials and the shortage of skilled labor 5 7 We piedgc that we will continue to follow a poucv of frankly reyteaomog to our customers the quality of the products we arc able to, offer in these tunes when there is such a shortage of standard tnaiertals. \x <-. a* retail merchants, assume the responsibdiry of keeping •.oosrandt abreast of new developments in building material* to provide greater evooomaea and bene? li»adbc building and remodeling of homo. VTe piedgc that me will continue to work with reputable manuiaexuren to accomplish these basic obfecmes in the interests of our aisruenm and fur the general welfare of our cornmuniry This plaijue can be displayed only by Johns-Manville dealers uho have officially endorsed the above principles s. MASS 111) RA11IO PROORAM. ■ Bll L HISRY AND Till M»( IS TIlllNi. u.m.lw pi oim i a MONTH HOI 1 this hiimhim on thi pari or dialers thro, iiii (.it si«\ i.> rftOTICl tmiip CUSTOM! SI *" ' isxiii vol TO lints IN V**r l BS itmtimm, .M*«V*t ;*r»»f A fridmy ■ Tkw «■ R « ......* 7.-. • .. r v M...r».a /.«. . .. r u .. 2,500 lumber dealers display this pledge. Johns-Manville directs business to them. SPONSOR _