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the rV-accessor) business. Mam advertisers, especially those entering the field in the la~t few months, have followed the pattern set h\ the filmannouncement operation of Pioneer. some with excellent results. \o( a lew manufacturers of I \ aci essories, and to some extent the dealers also. have based their T\ campaigns on methods that are a [rank imitation of those ol Pioneer in an attempt to catch
up with Pioi r's sales in the TV
,i' i essoi \ business.
Pioneer, now leading the field, is looking for new worlds to conquer.
Since the licensing deal with the Polaroid Corporation is an exclusive one. the filter market is prettv much all Pioneers. \ handful of other firms are advertising T\ filters via -elective announcements on the visual air. such as tin E.L. Cournand Company for its "Walco" filters on WBAP-TV, Dallas, and the Celomat Corporation for its T\ filler on WABD, New York. But Pioneer feels that these firms will have a long haul to catch up with the sales curve for (he Polaroid T\ filters.
Pioneer watches closely the development ol a new T\ market. When the
set total goes up to 3.000 in the area lusuallv a matter of a couple of month1. Pioneer moves in with its series of three straight-selling T\ -film spots. The company then begins its promotional routine to dealers via the distributor, and sales jump again.
Todav. something like 250,000 set owners out of a nationwide total of 1.700.000 have Polaroid filters on their sets. Since 63$ of them are ten-inch ($10 1 and 22', are 12-inch ($12.50), this represents some $2,250,000 in retail sales from the time of the products introduction. If present sales levels continue — and Pioneer led confident that through aggressive merchandising of its T\ advertising the) w ill — the firm ma\ come close to doubling it> 19 !<• annual sales figure of $559,213.
What Pioneer has done to promote the sale of its Polaroid TV filters keeping the advertising flexible enough to grab an audience, then working it hard to boost sales, and eventually moving on to a new audience — is a formula which can be, and is being, adapted to the selling of TV accessories. It's one which, for the time being, virtually insures success. * * *
TELL! SELL!
The WLOS Market
Whose Busy Center Is
ASHEVILLE
MOUNTAIN MIKE''
and whose reach embraces over a million folk in 25 North Carolina-South Carolina Tennessee counties.
Retail Sales: $606,991,000
Primary and Secondary listening Areas (Sales Management Estimate for 1948)
Radio Homes
1945 BMB
178,410
Contact Toy/or Borroff for Full Market Focfj
AM — FM
5,000 Watts Doy— 1.000 Niqht — 1380 Kc
ASHEVILLE, N. C.
67
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