Sponsor (Nov 1948-June 1949)

Record Details:

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■••!•»• {Continued from page 14) recorders i inside the new cars while the) were being road-tested. WSAI, Cincinnati, is another station with advanced merchandising ideas. In February, it launched a Training School for Food Retailers, the success of which was proved on 20-21 \pril when 1.200 meat and food retailers attended a demonstration ol the school's operations. Idea of the school was to instruct meat dealers in wavs to lower overhead through more ellicient cutting of meat, and the April demonstration had originally been planned onK for school members. The great number of advance inquiries, however, made it necessar\ to include all retail operations of Greater Cincinnati and its surrounding communities. George K. Dressier, national secretar\ of the Retail Meat Dealers Association, on a special trip to Cincinnati to attend one of the school's sessions, told Robert M. Sampson, general manager of \\S\I. "It is a most enterprising and forward-looking program your station has established, and as far as I know, the only plan of its kind in the country. WSAI is definitely broadening the understanding and cooperation between advertisers and radio. ^ oui merchandising program has my enthusiastic support. Plans for similar training demonstrations for produce retailers are now being formulated by Harold L. Hand, director of merchandising at WSAI. p.s SeG: "The Peter Paul Formula" ISSUe: 3 January 1949 SUD|6Ct: How listener contests boost the sales curve for Peter Paul candy products The thrice-weekly newscasts sponsored by Peter Paul. Inc.. on some 150 stations throughout the country are productive of steady sales. However, the candj firm feels that one of radio's sampling devices, the listener contest, is needed periodically to add a large group of new users and to step up the buying rate among regular buyers of Mounds. Almond Joy, etc. Peter Paul has run these selective radio contests for years, in fact, almost from the start of its newscasting formula in 1937. Originally, these contests were a distribution boosting device, used about every six months in new markets to "force" sampling of the product after radio selling had done the groundwork. Today, Peter Paul has virtually obtained 1009? national distribution, and the contests, nearly always a complete-a-two-line-jingle type, are used annually to insure the steadiness of the upward movement of Peter Paul's sales curve. The latest Peter Paul contest cycle started about the first week of the current month (May) and will have a six-week run. Ever) Peter Paul newscast carries a plug for the contest, which offers $51,000 in prizes (15 $1,000 prizes: 15.000 boxes of 24-count Mounds or Almond Joy), during the time that the sampling device is being used. Peter Paul's research has shown that listeners prefer the two-line jingle contests to the 25-word letter type, and the company has used the former exclusively. The candy firm feels, too. that listener contests of this type do not need supplementary promotion. Peter Paul's products are handled through jobbers, and what promotion is done consists of informing all the jobbers to anticipate an extra-heav) demand, and to talk it up among the dealers. Results are usually quick in coming. One good example of this can be found in last year's contest to promote Almond Joy. then a relatively new product, via Peter Paul newscasts on New VukWOR. The contest was plugged on a total of six newscasts a week for a period of six weeks. At the close of the contest, Peter Paul's agency. Platt-Forbes, counted up the total. There were 100.1 Kill replies, and each one of them contained a cand\ wrapper. That Time-buyer Sure Stopped our Carl! A couple years back Carl was calling on a time-buyer in New York who had an office on the umpteenth floor of a certain building. Carl was giving the time-buyer The Good Word about the coverage WDSM had in the Duluth-Superior area, and how there were 280,000 folks in the Arrowhead Country, etc. This went on for some time, with Carl working up steam and breathing heavy-like through his nose. Finally the time-buyer takes Carl by the arm and says: "Look, I can see more people out this window than you have in the entire state of Minnesota." Well, sir, that unsold Carl on talking only about population figures. There are many cities with more people than Duluth-Superior; and there are many stations with bigger wattage. But let's suppose that you have a product that isn't moving so well in our neck of the woods . . . then WDSM and WEVE fit your promotion picture . . . because WDSM blankets the Duluth-Superior market and WEVE (Eveleth) covers the Iron Range. GOOD NEWS! These 2 ABC outlets can be bought in combination for the price of ONE Duluth station! We know that WDSM and WEVE are a good buy . . . but maybe you won't take our word for it . . . so why not see a Free 8s Peters man? He can talk convincingly and back it up with figures to boot! 6 JUNE 1949 43