Sponsor (Nov 1947-Oct 1948)

NOW! OU C€L4t uU . . . THE RICH DOWNSTATE ILLINOIS MARKET G*ul wiik . . . "Southern Illinois' Moif Powerful Radio Voice" WMIX cuui WMIX the only station covering ell of this rich downstatc oil, coel, farmins and industrial wealth with both AM and FM at a single low rate. No. 2 Radio Center, Mt. Vernon, III. 940 AM 94.1 FM National Representative John E. Pearson Company COFFEE ON THE AIR ^Conixnued jrom page 23) say COFFEE, I mean Folger's," and liite slogans, with making substantial contributions to the sale of the brands using them. The good slogans leave what Robert H. Bennett, sales and advertising manager for Maxwell House Coffee at Ceneral Foods, calls a "favorable climate" of feeling about the brand. He considers this favorable psychological reaction vital in turning advertising into sales. An he feels that broadcasting performs an outstanding mission as a vehicle for slogans to create a beachhead for straight selling. Maxwell House uses two daytime strips, the long-proved Portia Faces Life and the experimental marriage of news and soap opera, Wendy Warren. These five-daysa-week slogan carriers do their job for Maxwell as well as for a number of other General Foods products. General Foods, generally speaking, doesn't keep one program selling the same product through the years. It makes a habit of selling one of its products to a program's audience and then assigning to that program the responsibility of being good-will ambassador for another GF baby. This is not true, of course, of its Maxwell House Coffee Time on Thursdays at 8:30 p.m. The story of Maxwell House and nighttime radio will be touched upon later in this linking of radio and coffee. Broadcasting is one of the world's greatest distributors of premiums. There's hardly a daytime serial that hasn't at one time or another used a self-liquidating offer, and while this type of selling went down during the war it's on the way back very strong in the coffee field right now. These self-liquidating offers are entirely different from the big contests that the soaps, cleansers, and drug products continue to use. Typical of what can be done for coffee through broadcasting and a popular premium (not all offers are popular, as was indicated in sponsor's November 1946 report on Bab'O's Ad'$$$$) is a recent experience of Folger's. During this past summer "radio offers," as their agency, Raymond R. Morgan, calls them, pulled close to a half million returns. The offers included ball point pens, cook books, and dictionaries, in return for "evidence-ofpurchase" of a can of Folger's and from 10 to 25 cents, according to the offer. Summer is a slump period in coffee sales and the offers were made only over radio. This spring will see most regional brands using premium offers of one kind or another and even the "coupon worth one penny in each and every can" is {Please turn to page 43) COVERING KEY METROPOLITAN MARKET AREAS WKAP Allentown KVET Austin WSID Haltiiiiore WORL HostoM WFAK Charleston, S. C. WTIP Charleston, W. Va. WGTL (Charlotte WSBC Chicago KSIX Corpus Christi WJBK Detroit WBBC Flint KNUZ Houston WLAN Lancaster KWKW Los Angeles WNEX Macon WHHM Memphis WMLO Mil\>aukee WMIN Minn. -St. Paul WBNX New York WLOW Norfolk WDAS Philadelphia KARV Phoenix Mesa WWSW Pittsburgh WRIB Providence KXLW St. Louis KONO San Antonio KUSN San Diego KEEN San Jose KFMJ Tulsa WWDC Wash.. D. C. WHWL \\ ilkes-Barre WTUX \\ ihnington Forjoe & Company National Representatives New York • Chicago • Philadelphia Pittsburgh • Washington* Baltimore Los Ange es • San Francisco 40 SPONSOR