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show such as Licia Milanese. \ltredo Vntonini, Jan Peerce, and Robert Weede. and guests of the calibre of Rise Stevens. Rose Bampton. and Dorothy Kirsten. Despite the hightoned aura of the show, it developed an audience that spread to listeners over 162 MBS stations in L946. When sales -tailed to forge ahead soon alter the program's inception, Conti, in the words of v.p. S. L. Nordlinger. "went modern."
The soap-and-shampoo house had neither the desire nor the budget, when
it began broadcast advertising, to adopt the formula for selling soap products used so successfully bj Procter & Gamble. Lever Brothers, and others. Even if Conti's $500,000 ad budget — of which radio gets more than two-thirds — would permit it. the firm would not use a soap-opera program. Extremely proud of the quality of its castile soap and hair shampoo — due to its content of natural imported olive oil, as against the use of synthetic detergents in other leading soaps — and believing that a quality product deprives a quality radio program. Conti acts accordingly. The inference as regards their own products and shows might be debatable by P&G, ColgatePalmolive Beet, et al.. vet the fact re
mains that Treasure Hour of Song pushed Conti Castile Shampoo into the number one position as the largest selling article of its t\pe. and against the terrific competition in the shampoo line.
Treasure Hour underwent a change ol name last Fall, when it went back on Mutual as } ours For a Song. The title change also marked the beginning of a gradual format switch which culminated last month in a complete reversal of the policy followed since 1942. With sales up 22' , in 1948 over the previous year. Conti decided to expand its market by reaching a younger, more mass radio audience than Treasure Hour was capable of delivering, due to its operatic nature. So its resumption on the air introduced a lighter note, with popular music artists sharing the spotlight with the serious music performers. Complete conversion came on 4 March, when Yours For a Song switched its point of origin from New: York to Hollywood, and presented an all-popmusic lineup headed by Cordon MacRae and Betty Rhodes. Crooner Dick Haymes will shortly take over the main vocal assignment for the rest of the series, with other equallv un-operatic I Please turn to page 63 I
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CONTI CASTILE SHAMPOO, made oi.h with loo; pure castile and pure olive oil! Leading authorities s.i\ pure castile i the In-xt shampoo and laboratory t<"-ts prov< that Conti ( astile rinses cpi< kly, helps haii set bettei hold waves longer... 1d.,s, dandrufl Wake up th. natural beaut) ofyoui haii with pure, safe, economical CONTI CASTILE SHAMPOO.
Singers like Dick Haymes, Betty Rhodes, Gordon MacRae attract a younger aud'ence to Conti's "Yours For a Song" program on Mutual
6 JUNE 1949 31