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A RECORD MADE ALL THE MORE REMARKABLE BY THE FACT THAT WOIC HAS BEEN TELECASTING FOR LESS THAN SIX MONTHS!
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CHANNEL 9, WASHINGTON, D. C.
with a proposition: if a dealer bought a certain amount of TV filters from Pioneer, he would get a tie-in mention in the schedule of film spots, which had been broadened to five a week on WCBS-TV and WABD. The dealers went for it. and stocked up. This gave Pioneer's new product a close link with these well-established dealers, and paved the way for a good deal of intensive co-op advertising that followed. At all times. Pioneer and the Cayton agency worked hard to make every tie-in ad or piece of promotion in kr\ with the basic ad pitch for the appearance of the product.
For the first month, Pioneer concentrated on building up its New York distribution according to this formula of TV films with dealer tie-ins and heavy dealer promotions. By the end of the 30-day period, sales were hitting an average of around 750 filters a week, and Pioneer was ready to expand. Bruno-New "York, a major RCA distributor, got wind of the new product and came to Pioneer with a contract. Bruno proved to be the key | to many important RCA dealers in all parts of the country. Pioneer lined up other major distributors, such as Raymond Rosen in Philadelphia. D. & H. Distributing in Baltimore. Southern Wholesalers in Washington. [).(]., and RCA-Victor Distributing in Chicago. As each distributor was opened up, Pioneer obtained a list of the TV dealers he was servicing, then sent out a "Sales-Maker Kit7' that told the whole Pioneer story, showed how the product could be used, and gave hints on how best to promote it, merchandise it, and profit from it.
As soon as the "Sales-Maker Kit" had been sent to each dealer, Pioneer started placing the TV film spots in the area, and followed that up with the "bonus mention" idea to dealers who bought a certain amount of the filters. In this manner, distribution has been expanded to all major TV markets in the country, and today Pioneer's one-minute films are scanned (average frequency: twice weekly in small markets, four-to-five times weekly in large markets) in 37 TV areas. Pioneer's TV films cost about $5,000 a week in time and production charges. These films, made with much visual know-how, were filmed b\ New York's Loucks Si Norling, a commercial film maker.
Pioneer graduated to TV programing in the summer of l^lH. about four months after the Polaroid TV filter
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