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?IAYBAU/
PHILLIES and ATHLETICS Games on
WDEL-TV
CHANNEL 7
WILMINGTON, DEL.
WGAL-TV
CHANNEL 4
LANCASTER, PENNA.
All Saturday home games of these two teams are telecast over these two stations. This baseball feature is important because of its strong appeal in these markets. Because it is only one of many popular features, the result of effective long-range programming. These stations are keeping their audiences growing, loyal and responsive. They offer TV advertisers a fine opportunity for market testing for profitable business.
WDEL-TV, Wilmington, Del.
Only TV station in Delaware. Brings viewers a clear picture, all top NBC Network shows. WGAL-TV, Lancaster, Penna. Only TV station in this rich Pennsylvania section. Presents top shows of NBC, CBS, ABC, DuMont.
Clair R. McColiough,
General Manager
STEINMAN STATIONS
Represented by
ROBERT MEEKER
ASSOCIATES
New York Chicago
San Francisco Los Angeles
NBC
TV •Affiliates
3Ir. Sponsor
John f . Moone
President Snow Crop Marketers, Inc., N. Y.
Jack (John I.) Moone, president of Snow Crop Marketers. Inc.. strives for impact when it comes to advertising and selling.
"Our expenditures for advertising are not based on past sales," says this husky, hustling 38-year-old executive, "but are made in anticipation of expected sales." His manner is casual and confident. "We don't project our advertising thoughts in advance of six weeks. If we run across something good, we hit it with all the impact within our means. Right now that goes for television."
Snow Crop spent $60,000 in 1949 for radio spot announcements. Last April they tried five weeks of television, featuring Sid Caesar on Your Show of Shows. The company used the program to launch its new frozen coffee concentrate. Four weeks later the product had reached a 68% retail distribution in the markets covered. Jack Moone was sold.
Now, a 60% chunk of the $2,000,000 ad budget will be devoted to TV. Plans call for Sid Caesar's NBC show (34 cities) to begin in the fall at a cost of $25,000 per week. The company currently sponsors Faye Emerson in Fifteen With Faye, a 15-minute TV program (NBC) ; and co-sponsors the 15-minute TV Susan Adams Kitchen (DuMont). In addition, Snow Crop recently began to telecast about 25 announcements per week in the Los Angeles area over KFI-TV.
Jack Moone learned the meaning of impact in his earlier days as a salesman. Born in Chicago, he attended Georgetown University and later became a salesman for Armour and Co. In 1937, again as a salesman, he went to work for Birds Eye; did well, but left them in 1945 to organize his own company, Snow Crop. In 1946, Clinton Foods, Inc. bought out the majority interest in Snow Crop; Jack was retained as top executive.
Jack brought the company from scratch in 1946 to rank today as number one among producers of frozen orange juice concentrates. The company is second only to Birds Eye in the entire frozen food field. Sales in 1946 were $3,200,000; last year, $26,000,000 (profit: $1,300,000). They expect to top $40,000,000 for the current year.
For Jack Moone social life and recreation are at least temporarily limited. The company is growing by leaps and bounds, constantly keeping him on the move. His is a hot pace in a cold industry.
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