Sponsor (July-Dec 1950)

eries, recorded interviews with farmers and farm authorities. Starting last spring, the company added its current musical type shows on WBAY, Green Bay, and WKOW, Madison. These shows represent a parallel line of thinking: that farmers can be sold when listening to entertainment alone as well as to programs with educational content. The announcer may not be a farm authority — but he can remind farmers that Doughboy salesmen are all college-trained agricultural specialists who spend much of their time talking feeds directly with farmers, helping him analyze his feeding problems and giving him expert counand WBAY. On WBAY it's the Town Hall Doughboys, Monday through Saturday, 12:15-12:30 p.m. The four THD's headed by "Cousin Fuzzy," play a mixture of popular and Western music and engage in slapstick antics. They are the core of a troupe known as the Townhall Players who put on one night stands in the Greenbay area. "Uncle Julius," a sportscaster turned musician and comic, holds forth on WKOW, Madison, with a 15-piece orchestra. "Uncle Julius" features Schottishes and Polkas on both his Doughboy Breakfast Symphony and Doughboy Dinner Concert. Both are 15-minute shows, the breakfast stint at 6:00, the dinner session at 12 noon. Dealers are constantly brought into the merchandising picture. They display series of window streamers call ing attention to Doughboy programs. When certain feeds are being featured on the air during a given period, they may arrange for one or more of their customers who have used that feed successfully to write a few words about his experience. With the customer's permission, the statement is used in a personal postcard mailing to other farmers in the county. The company introduced premium coupons with Doughboy feeds in 1948. "Radio has proved an ideal medium for this promotion," says Cashman. The redemption rate has been high, so far. Generally speaking, a 35% redemption after five years is considered good. Doughboy passed that within the first 18 months. Radio works to promote nearly all Doughboy promotions. But Doughboy shows themselves are the biggest promotional tool for persuading new feed merchants to come into the Doughboy fold. A special campaign to increase AMERICA'S FEWEST AMD TOPMOST WESTERN SIM.IM. GROUP FOY WILLING and the RIDERS OF THE PURPLE SAGE now starring in Roy Rogers moving pictures, have chalked up ratings of 13.5 in Kansas City, 16.6 in Omaha, 14.1 in Des Moines, 15.1 in Peoria. This truly fine singing group, using musical arrangements that are unsurpassed, will corral that receptive Western Music audience for you. The following transcribed shows now available: — • TOM, DICK 8C HARRY 156 15-Min. Musical Programs • RIDERS OF THE PURPLE SAGE 156 15-Min. Musical Programs • JOHN CHARLES THOMAS 156 15-Min. Hymn Programs • DANGER! DR. DANFIELD 26 30-Min. Mystery Programs • STRANGE ADVENTURE 260 5-Min. Dramatic Programs TELEWAYS • CHUCKWAGON JAMBOREE 131 15-Min. Musical Programs • STRANGE WILLS 26 30-Min. Dramatic Programs • FRANK PARKER SHOW 132 15-Min. Musical Programs • MOON DREAMS 156 15-Min. Musical Programs • BARNYARD JAMBOREE 52 30-Min. Variety Programs RADIO PRODUCTIONS, INC. Send for Free Audition Platter and LOW RATES on any of the above shows to: 8949 Sunset Blvd., Hollywood 46, Calif. Phones CRestview 67238 — BRadshaw 21447 TRIBUNE TOWER OAKLAND, CALIFORNIA Represented Nationally by Burn-Smith 28 AUGUST 1950 47