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FIRST in
the QUAD CITIES
In Davenport, Rock Island, Moline and East Moline is the richest concentration of diversified industry between Chicago, Minneapolis, St. Louis and Omaha. The Quad Cities are the trading center for a prosperous two-state agricultural area. Retail sales, total buying and per capita income rate higher than the national average, according to Sales Management.
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W0C-AM?4°Z«W0C-FM
47 Kw. 103.7 Mc.
WOC delivers this rich market to NBC Network, national spot and local advertisers . . . with 70 to 100% BMB penetration in the two-county Quad City area ... 10 to 100% in adjacent counties.
WOC -TV
Channel 5
22.9 Kw. Video • 12.5 Kw. Audio
V.
On the Quad Cities' first TV station NBC Network (noninterconnected), local and film programs reach over 16,000
Quad Cities' sets . . . hundreds more in a 75 air-mile radius.
Basic NBC Affiliate Col. B. J. Palmer, President Ernest Sanders, General Manager
DAVENPORT, IOWA
FREE & PETERS, Inc.
Exclusive National Representatives
TRIBUNE TOWER OAKLAND, CALIFORNIA
Represented Nationally by Burn-Smith
equal amount. Only a few weeks ago, The Robbins Co., premium producers and promoters, began turning out Hopalong Cassidy compasses, hat rings, and Bar-20 clips. Southern Dairies, Inc., Beatrice Foods Co., General Ice Cream Corp.. Carnation Co. and other regional dairy product distributors will feature the premiums on their Hopalong Cassidy ice cream bar wrappers.
With the current Hopalong Cassidy ballyhoo it's easy to forget that Gene Autry and others, like the Lone Ranger, Roy Rogers, Bobby Benson, and Red Ryder have been licensing manufacturers for a good while. Autry was the first to start the tie-in deals, now has close to 100 products licensed. Even the Cisco Kid. a comparative newcomer, has over 30 products.
A trip through Macy's Corral, which has doubled in size over a six month period, discloses a wide price range. A knitted Hopalong Cassidy sweater sells for only $1.98, Lone Ranger Dungarees for $2.19, or Bobby Benson slacks at $4.98. If your child's tastes run to more plush desires, there is a Lone Ranger deluxe gun and holster set for $12.59, and a Bobby Benson leather jacket for $12.98. All in all a good place for parents to stay away from.
Will the Western craze last? Most observers in the business think it has quite a while to run yet, they see it still on the way up. After all, the Wild West is the most American part of our history; it's always been popular and always will be. But when some of the present edge wears down a bit the cowboys with the most entertainment value and, probably, the best public relations, will stay on top. Meanwhile, there's still lots of gold in them Western mountains. * * *
WARTIME ADVERTISING
(Continued from page 34)
regional, and national) account for an undetermined share of the total increase in ad expenditures. (It is the war-born ad dollars of aggressive newcomers which help grease the skids for the manufacturer who stops talking to his customers because of a restricted output.) Rationing of paper diverted additional dollars to radio from printed media.
It is significant that radio announcements for scrap paper are already appearing in many metropolitan areas.
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