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for profitable selling
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WD EL
WDEL-TV
MINGTON
DELAWARE
WEST
EASTON
PENN SYLVAN I A
WKBO
HARRISBURG
PENN SYLVANI A
WORK
YORK
PENN S Y LVAN I A
WRAW
READING
E N N S Y LVA N I A,
WGAL
WGAL-TV)
LANCASTER
PENNSYLVAN I A
Clair R. McCollough Managing Director
Represented by
WM ROBERT ME
3^'Jsi ASSOCIATES
lot Angelei New York
Son Francisco Chicago
STEINMAN STATIONS
31 r. Sponsor
Hurry J. Deines
Manager of advertising and sales promotion Westinghouse Electric Corp., Pittsburgh, Pa.
For the first six months of 1940 Westinghouse Electric Corporation's gross sales have dropped more than (10,000,000. To shave the deficit the corporation is relying heavily on the effective planning of new promotions. This is the job of modest, gentle-looking Harry Deines, recently appointed boss of the firms annual $20. 000,000 advertising budget. For the past five years Deines competently handled the Westinghouse account for Fuller & Smith & Ross, the last three as vice-president of the agency. His superlative administrative ability and advertising skill pleased the Westinghouse hierarchy.
Much of the corporation's profits is garnered from the manufacture of huge pieces of complex electrical equipment. W esterner Deines is not awed by these complicated blueprints and technical terminology. In 1930 he received his engineering degree from the University of Colorado. Then he left his father's spacious, opulent ranch for a ground-floor position with the General Electric Company's electronics department. Fourteen years later he was Divisional Manager of Electronics. Deines had helped make FM radio production a GE first, and promoted the sale of experimental television equipment during the war. Organizations interested in buying the equipment, which was to be delivered after the war. paid for it with war bonds.
Of the estimated $2,000,000 spent annually for radio and television advertising, the lions share of the budget goes for the firm's sponsorship ol its hour-long video drama Studio One. Finding I \ an important asset in hypoing its sales of electrical appliances, the organization will continue to sponsor the program in 1950. Westinghouse— which owns four AM stations: KEX. Portland: YA OWO. Fort Wayne: K\W. Philadelphia; and WBZ. Boston — was one of the first big outfits to recognize the value of radio as an advertising medium. From 1929-1931 the corporation sponsored a half-hour evening, variety-musical show over the NBC network. Westinghouse has continually used radio since then.
During the last five years, philosopher-poet Ted Malone has been the firm's top-sales producer on radio. Malone has been effectively reaching the company's best market — women.
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