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mercial approach than employed in printed copy. One of his first experiments was using music to introduce the selling message. He signed a famous baritone to do a series of spots
-anon\ mou>l\. of course. Despite letters angrily protesting the interruption of the "beautiful" music b) the commercial, the series sold Cuticura. Women are the principal purchasers, with a smaller hut still substantial proportion of men using the products.
The effort to find more effective wa\s to present the same basic themes was stepped up in 1945 when John A. Atherton, son of head man J. William Atherton, joined the agency as radio director. A professional musician with numerous serious compositions to his credit, John Atherton has experimented with musical devices, as well as other approaches to selling Cuticura products.
Commercials done wholly in verse set to music, in fairy-tale style, and in various forms of dramatic dialogue have been used. Being "one of the boys," in a manner of speaking. Atherton has been able to form a five-piece string ensemble of musicians from New fork's most famous symphony
97,410 Radio Homes
in the area served by
KMLB
— the station with more listeners than all other stations combined —
IN N.E. LOUISIANA
Right in Monroe, you can reach an audience with buying power comparable to Kansas City, Missouri. 17 la. parishes and 3 Ark. counties are within KMLB's milevolt contour. Sell it on KMLB!
MONROE •
LOUISIANA
KMLB
MONROE. LOUISIANA
* TAYLOR-BORROFF & CO., Inc. National Representatives
•k AMERICAN BROADCASTING CO. 5000 Watts Day ■ 1000 Wofts Night
orchestras to record music i composed 1>\ himself I for backgrounds and tieins with Cuticura announcements.
Poller Drug & Chemical officials rred it their 52-vveeks-a-year radio campaign with a vital role in the behavior of the Cuticura sales curve, which has risen steadily. Increasing sales, efficient management, plus the fact that the company's products have a fairly rapid turnover, have enabled Potter to retain for net working capital about 80' ; of a tangible net worth (in 1948 I of better than $1,225,000. The net liability ratio to working capital is
about one to [our.
Despite a falling-oif in total earnings in 1948 because foreign buyers couldn"t get dollar exchange, sale in the United States continued at a high level, and the company reported a steadily -increasing surplus.
Radio didn't make Cuticura. It did add a huge potential to a market thai was fast outgrowing Cuticura's pre 1939 attack. The next step, according to radio director Atherton. will be extensive testing to determine the effet I of a new musical approach he's working on to selling Cuticura. * * +
SURE.
some \^nicaao stations
Chi.
can "reach" South Bend . . .but the audience
LISTENS
to WSBT!
You want listeners, not merely signal strength, for your radio dollars. Listeners are what you get on WSBT. This station is the overwhelming choice of listeners in the South Bend market. No other station — Chicago, local, or elsewhere — even comes close in Shan of Audience. Want proof? See Hooper.
PAUL H. RAYMER COMPANY
23 MAY 1949
5000 WATTS • 960 KC • CBS • NATIONAL REPRESENTATIVE
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