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Remember the story about • . .
Mr. Sponsor:
the rabbit...
and another rabbit...
mm
and what happened?
Geometric progression occurs in many setups beside the rabbit multiplicction table.
Take W-W-D-C. It has grown by leaps end bounds. Today, W-W-D-C has the 2nd most loyal audience in this great D. C. market.
If you want sales in Washington ...W-W-D-C is the way to do it!
WWDC-AM and WWDC-FM — the dominant FM station in town!
Only one other station in
Washington has more
loyal listeners
WWDC
AM FM_ The D. C. Independent
Hon ltr> ;inf
Director of Advertising, Hudnut Sales Co.
By any comparative standard, 38-year-old Don Bryant is a newcomer to the sometimes cut-throat business of selling cosmetics to American women. He is a newcomer, too, in the business of network airselling, but in the three years he has headed the advertising ventures of Hudnut Sales, he has learned much in that field. Today, in a fluctuating cosmetic market, his firm (a subsidiary of the long-established William R. Warner Company) is one of the top moneymakers in its field, selling everything from mass-consumption items to ultra-expensive custom perfumes. To the general field of advertising, Bryant is no Johnnycome-lately. He started with a newspaper rep firm, worked for gravure groups, and put in a hitch as a timebuyei at Federal Advertising.
Budgetwise, his firm spends an over-all $4,750,000 for advertising, with some 45 per cent of that figure going into two network shows (Jean Sablon on CBS for Hudnut hair preparations and Sammy Kaye on ABC for Rayve Shampoo), plus spot campaigns for Rayve as well as Sheilah Graham on Don Lee for Rayve and Bathasweet.
Don Bryant knows now that radio, properly handled and promoted to the customers and the distributors, can sell a product. But he also knows that radio must reach the right kind of audience to do the job. That's why he cancelled the 26-week run of the NBC package Grand Marquee when he realized that out of a network of 136 stations, 50 were carrying the show as transcribed delayed broadcasts (it was in stationoption time), at times ranging up to midnight.
He is positive in his thinking and his actions, but still listens carefully to the opinions of radio veterans, and can take criticism gracefully. He believes that the lifeblood of his business is change of pace, as well as new ideas and new products. Despite the steadiness of Hudnut's sales curve, perfectionist Bryant is still looking for the ideal format to sell his cosmetics to even more members of the fair sex.
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