Sponsor (Nov 1948-June 1949)

quent belief that regular use of medicated snap isn't good for the -kin is another problem faced by all producerid such products. That is one reason Vrmour i> promoting exclusive!) the deodorant qualities of its Dial Soap without mentioning its germicidal property. Atherton made his radio proposal against this background of special problems and a market which was changing so much that the long successful advertising formula was no longer adequate. Potter officials gave \llierton the go-ahead. They approved first a slash by nearh half in the pi inted-media blldgel and then the purchase of time for two t-.t. announcements a day across the board on stations in major markets. I In I \\ o-a-da\ -' hcdiilc ha -im-c been followed with lew exceptions. But where four series, one for each season, were used originally, now only two series, winter and summer, are employed. Each includes about 19 announcements. The campaign started in 1930 with 30 to 40 stations, combining 50 kw with lesser-powered outlets, depending on their characteristics and the characteristics of market areas. SOUTHWEST VIRGINIA'S PlO+iee/l RADIO STATION / -f, > s. £ "\ / 1 / t»TM \ •STAUNTON ) W E S T\ ft I RNH H I\W'.hotSp,4v A L-r~--~~L """,c jr—^\ "vmc \ «""'<»'<"* / V /R P\ I N'l\ IN THESE 14 VIRGINIA COUNTIES THERE ARE 108,060 RADIO HOMES Here is the Distribution of audience in this nine -station area » ^Hooper Listening Area Coverage Index Fall 1948 Station "H" Stations WDBJ Station "A" Station "B" Station "C" Station "D" Station "E" Station "F" Station "G" Morning Afternoon 37% 34% 1!) 7 1 •1 5 3 .: Night 24% 4 ; ?. 2 2 1 1 1949 marks VVDBJ's 25th year of service to Roanoke and Southwest Virginia— WDBJ's 20th year with CBS. Ask Free & Peters for availabilities — now! BS • 5000 WATTS • 960 KC Owned and Operated by the TIMES-WORLD CORPORATION ROANOKE, VA FREE & PETERS, INC.. National Representatives In 1940 the printed-media budget was slashed still further to around si 00.000 dollars, and a few more stations were added. The compan) now uses 45 stations, approximate!) half of them 50 kws. The total advertising budget, according to estimates, is about S800.0001.000.000 for 1049. split twothirds in radio and the remainder in 465 daily newspapers and a small list of farm papers, women's service magazines, general magazines, and professional magazines for doctors and nurses. The radio campaign didn't produce immediate sensational results, but before the first year's operation ended there was no question of continuing radio on a 52-week basis. A steadily spiralling sales curve proved that Atherton's estimate of the condition of the inarket was correct. In 1943 Potter did a business of nearly $6,500,000, according to trade estimates. A substantial part of this total came from foreign subsidiaries in Great Britain. Australia. Canada. Eire, and South Africa. A new plant was established last year in Brazil. Atherton felt that radio would be more effective with a "softer" com First Home maker ELLEN ROSE DICKEY RETURNS FOR WLS 25th ANNIVERSARY In 1924, Ellen Rose Diekc\ pioneered radio homemaking on WLS. Like other oldtimers, she kept in touch with her "alma mater"' and thi> \ear paid WLS a visit in connection with its 25th anniversarj celebration. Martha Crane and Helen Joyce interviewed Mrs. Dicke\ on "WLS Feature Foods," modern broadcastingmerchandising counterpart of the earl) da) homemakers' hour. Martha took over Homemakers' in 102!! in 1935 was joined by Helen Joyce in the Feature Foods team which has talked tn Chicago area housewives ever since. Mrs. Dickey was told about tin merchandising group which calls on ovei 1.500 ke\ retail food outlets in Chicago and suburbs, reporting on products advertised on WLS feature Foods — one id Vmerica's besl known women's programs and a powerful selling force in Vmerica's second market-place. WLS 1924 1949 Chicago 7 Represented nationally by John Blair 60 SPONSOR