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PRODUCT OF THE DEKALB SEED CORN DRYING PLANT INTO THE PALATABLE SYRUP WHICH HE SELLS UNDER THE NAME OF SEZ
it sometime, somehow, or forget about the whole thing.
Sebring was no promotional wizard. But he did know a few fundamental things about advertising and distribution. He bad lived for years in the small farming community of Redwood Falls, a town of some 4.000 people in western Minnesota whose chief industry is raising high-quality turkeys and chickens, and whose chief claim to fame lies in its being the birthplace of Sears. Roebuck. Sebring knew the prosperous farmers who dropped into his cafe, and he knew what thev liked. He knew, as almost any person living in Redwood Falls knows, that radio was an integral part of the daily lives
of the farmers who drove into town on Saturday in their new cars to buy farm equipment and consumer goods they'd heard advertised on the air. Sebring drove over to nearby Marshall, 37 miles west of Redwood Falls and the center of the southwestern Minnesota trade area. Object: to talk about radio advertising.
Sebring talked his problems over with Homer Lane, program director, and Gilmore Frayseth, manager, of Marshall's Mutual outlet, KMHL. Could radio, Sebring wanted to know, do the job of selling both the distributors and grocers, as well as the consumers, on buying SEZ syrup? The two radio men felt that it could. Se
bring then gave them a free hand. "O.K., Ill let you write the commercials, select the best times, and use your own judgment," said Sebring as he left.
KMHL's Messrs. Frayseth and Lane put their heads together. The problem was now one of finding a radio approach that would be heard by the housewife, the grocer, and the wholesaler. Within the range of KMHL's 250-watt signal lie some 200 small towns, ranging in population from 200 to 5,000. Half the KMHL listeners live on farms, the majority of which are at an all-time peak of prosperitv. Farmers depend on radio weather forel Please turn to page 61 I
This is the man who makes Sez
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