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TOP
AVERAGE
INCOME
Any advertiser looking for new markets knows top family income is a first requirement. And the 1,000,000 rural and urban residents in WJHL's coverage area have the highest average family income of any similar area in the South —well over $2,000 a year . . . Check the facts. Compare WJHL's market potential with any on your list — then let WJHL help do your selling job.
ONLY ABC OUTLET COVERING THE NORTHEAST TENNESSEE MARKET
Mr. SpoDsor: 1
.■^; ,i„M,<iiini mwi 111,1 ■■LUigai^i^BI
5.000 W 910 KC
JOHNSON CITY, TENNESSEE
_Nat._Rcp. John E. Pennon Co. SO
Samuel C. C*ale
Vp in charge of advertising, home service, and market analysis; General Mills, Inc.
The huge Minneapolis firm of General Mills buys and processes one out of every ten bushels of wheat raised in this country. It did some $371,000,000 in over-all gross business last year. It still leads the nation's millers in bulk flour sales. It is second only to Kellogg in the cereal field. However, the decreased per capita consumption of milling products, plus ever-narrowing profit margins, has accelerated General Mills' expansion into such competitive fields as home appliances, vitamins, farm service stores, farm implements, and organic chemicals. For a firm like General Mills thus to broaden its base requires a top selling job. The man who has made a career of it at General Mills is mercurial Sam Gale, who has been with General Mills since its formation in 1925, a vp since 1942.
Sam Gale is sf)ending the seventh largest ad budget in the U. S. (about $12,000,000) for General Mills advertising and sales promotion in 1948. Broadcast advertising gets the biggest slice (50%) of the budget for a dozen shows on two networks, plus national spot campaigns. More money than last year is going into farm and business papers, newspapers, magazines, films. Gale makes full use of General Mills' big research department (it's grown from five people in 1930 to over 300 today) to evaluate his advertising efforts. Premiums and products are pretested and analyzed, campaigns are closely examined, and all General Mills selling activities — whether of the low-pressure "Betty Crocker" type, or the razzle-dazzle premium promotion variety — are geared carefully to media, market, and consumer.
The General Mills premium ojjeration is a model of high-pressure selling, and frequently outdoes the similar efforts of the major soap companies. According to Gale there seems to be no particular limit to the number of promotions which the public will accept but Gale and General Mills aim at fewer and better promotions. Despite Sam Gale's superpremium deals, he's no huckster. In a job that would make any ordinar>ad-man a cynic in six months. Gale exhibits an unbounded enthusiasm about his firm, its advertising, and its future business expansions.
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