Sponsor (Nov 1948-June 1949)

■ ...//at local station cost See your station representative or write , LMG-WORTH ,1 feature programs, inc. 113 W. 57th ST., NEW rORK 19, N. Y. I <U Co*, hJ* < ^•~w ... .. (I v// The listener _L was absent minded. He forgot to put an address on the postcard. But on the back he had written: "Dear Will: Please send me the flower bulbs you have been advertising." That's all he wrote, but it was enough. The postoff ice sent the card right to "The Old Corral" in care of KDYL — right where it belonged. That's just one example of the acceptance of KDYL in the rich Utah market. KDYL-TV, now in its second year, does the same sort of smart selling job in television, too. Notional Repreicnlative John Blair & Co SEZ [Continued from page 25) casts to a degree that few cits folk understand. At night, with the clay's work largely done, fanners gather around their radios for network programing. Fraxseth and Lane decided that the best place to spend the minuscule SEZ ad budget would be on the daily 8:10-8:15 a.m. Morning U eather Report, since in February everj Minnesotan is weather-conscious, whether rural or city-dweller. Also to catch much of the same buying audience at night, an !>:()() p.m. station break was scheduled. On the last day of January. 1949. SEZ went on the air for the first time. Although SEZ production didn't really start until mid-February, the commercials on the KMHL weather strip and announcement schedule plugged the versatility of SEZ as a table syrup for pancakes, waffles, baking, as a topping for ice cream, or an) where that a syrup was needed. Listeners were told to ask their grocers for SEZ. and if he didn't have it, he could get it from the SEZ firm at Redwood Falls. The campaign pulled from the moment it started. Farm listeners were intrigued and asked their grocers, who in turn put the pressure on their wholesalers. Some grocers, as the demand for a product they had never heard of began to pile up, called the station and demanded angrily: "What's the matter with you people? . . . advertising something they haven't even started making!'" Seining began making SEZ in earnest on 18 February. Three days later. SEZ started on a similar schedule on KMHL's sister station in Willmar, KWLM. jointly-owned l>\ veteran Minnesota radio man Harry Linder. SEZ began to snowball along like the recent unlamented Pyramid Clubs. Distribution was through small local jobbers and by direct grocer pick-up at the Redwood Falls plant. Even the weather was working to SEZ s advantage. The temperature in late January. 1949. for Marshall and surrounding communities went up and down like an account executive's blood pressure. On 7 January the mercury was standing at Id decrees. On 22 January it took a dive down to 2(> degrees below zero. Throughout the month, the extreme variation in temperature was 72 degrees. In early February, the men in \ na> II below: a couple of weeks later it shot up to 1.") degrees. In March, the same sort of up-and-down variations, accompanied by howling blizzards and a mass suspension of school-bus operations kept farm listeners glued to their radios as their major source of vital weather information. Listening to SEZ weathercasts was a "must." and the high listening paid off in growing sales for the new product. During the first full month of SEZ production, which started about midFebruarv. the cost of the SEZ schedule on K.MI1L was $56.70 per week. On KWLM. also in the center of a primarily agricultural area, the cost was $43.68 weekly. Total expenditure for the initial month was slightly over $400. Wholesale figures for SEZ during this period totalled $4,400. Considering the advertising for the first month as an investment, the return was ten times. or l.ctKl',. of Unoriginal. Of course, Sebring had a certain amount of normal overhead in his business, but even with all oper WANNA MAKE A SPLASH IN CANOE (Ky)? a sales ripple 1 ■*£«* h (olk9 .hip. there ,«st am t therc«o make a « d. In Kentucky, JM Ue Trttd.ng Area. * £ * \ which hai the sively to tins Are a cn. Stale's nu»sl l»P , buBmeM, tration of Peopl Ulivinp Income So bow »^»;^can doiri«h<..*« < °""r' bA SPONSOR