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CONTI
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singers like Buddy Clark doin» guest shots.
Another attempt on the program to reaeh a wider mass audience is the addition of Sheila Graham. Molly wood movie columnist, in a five-minute spot, interviewing film stars.
The firm's onl) venture into anything resembling a give-away occurred during 1946-47 on Treasure Hour, when a contest was held wherein listeners were asked to identify the classical composition from which a particular popular song was stolen — or, as the program delicately put it, "derived." Winners were given a three-day visit, with all the trimmings, to New York. The stunt garnered considerable publicity in local newspapers in the winners' home towns, and even got a nationwide break when an 11 -year-old winner made the trip and also a spread in a national picture magazine.
Conti's operation is essentially uncomplicated. It operates only one plant (in New York) and warehouses in Chicago and on the West Coast. Its national distribution is through normal wholesale and retail channels. with normal point-of-sale advertising in department, drug stores, etc. Besides the soap-and-shampoo items, Conti also makes an olive oil, baby oil. and baby powder. All five products have been air-advertised to a slight extent on one or two women's participating programs and through announcements, but Conti's use of selective radio has been negligible.
Conti presents a perfect picture of a small I in relation to concerns like P&G. Lever, C-P-P. etc.) soap company which has lifted itself by its bootstraps into national prominence, without capital investment and in the face of great competition. When it ''discovered" radio, it kept the form its air advertising took consistent with the product it was selling. Conti believes that the public wants good sound entertainment, and that better product identification results from that sort of broadcasting. It has taken advantage of its program's commercials ( as well as copy in magazine ads) to do a selling job not only on a brand name, but also on why that brand name should be asked for.
It has paid off. Conti is still a comparatively small company, but its castile products are nationally known and solidly established. * * *
6 JUNE 1949
Yes
KFYR
550 KC 5000 WATTS
NBC AFFILIATE BISMARCK. NO. DAKOTA
comes in loud and clear in a larger area than any other station in the U. S. A/
(§>
^
FIRST IN THE
DAVENPORT, ROCK ISLAND, MOLINE, EAST MOLINE
AM
5,000 W 1420 Kc.
FM
47 Kw. 103.7 Mc.
TV
C.P. 22.9 Kw. visual
and aural, Channel
Basic Affiliate of NBC, the No. 1 Network
The November 1948 Conlon Survey shows WOC First in the QuadCities in 60 percent of Monday through Friday quarter-hour periods. WOC's dominance among Quad-Cities stations brings sales results in the richest industrial market between Chicago and Omaha . . . Minneapolis and St. Louis. Complete program duplication on WOCFM gives advertisers bonus service.
Col. B. J. Palmer, President Ernest Sanders, Manager
DAVENPORT, IOWA
V FREE & PETERS, INC., National Representatives
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