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uct selling. Until the war was over ATC used a light, institutional approach. Radio explained that "Lucky Strike Green has gone to war" when American introduced the new package. During the war period, the famous LSMFT reminder tag was developed.
Military purchases stopped suddenly with the war's end. the whole distribution pipeline became glutted with cigarettes . . . more than the public could consume, even when they stopped smoking cheaper substitute brands they had made do with during the war. This could have been a disaster for any company which had let rivals steal a wartime advertising march. But smokers abandoned their war-brands and returned to the familiar smokes they hadn't been allowed to forget.
American will return to the light "Be Happy ... go Lucky" theme on 1 September in contrast with the grim world outlook.
U. S. Rubber Co. got back into network radio in 1943 after a three-year absence. Company officials decided that a prestige show was the thing to keep the brand name of its products prominently in the minds of the public. They combined the prestige objec
"WSYR-TV
has come in good"
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^ WSYR-TV
160 MILES AWAY!
News item from page 1 of the Chateaugay Record of May 26, 1950: "Television reception in Chateaugay that most thought would not be an accomplished fact for many years became a reality this week. Hay Lucia . . . now is enjoying televised programs nightly at his Lake Street home . . . WSYR-TV has come in good. Ray reports that when he was down in Syracuse last week the experts down there just couldn't believe television would carry this far." Chateaugay is 160 air miles from Syracuse. Yes, WSYR-TV really covers the great Central New York Market — and points north, south, east and west.
ACUSE
channel
NBC Affiliate in Central New York HEADLEY-REED, National Representatives
tive with the idea of public service and contracted to underwrite the New York Philharmonic-Symphony Orchestra on CBS.
One indication that the Philharmonic did its job is the fact that over a quarter of a million people (out of some 13 million weekly listeners) responded to 29 10-second announcements (one announcement each week in the hour-and-a-half program) offering copies of the intermission talks.
The company dropped radio after 1947 to experiment with television.
United States Steel, not selling directly to consumers, plugged in printed
media the theme "Look for the U. S. Steel label." With the war. the theme was switched to a public service slant. The story of Steel's industrial family and its service to the nation was taken up in 1915 bj The Theater Guild on the Air.
The company feels its public service advertising created a better informed public — "took the cover off U. S. Steel." Following the war, the public service theme was continued, but the "Look for the U. S. Steel label" came back. Now the company is reporting on the Korean situation, telling what they did during the last war and what
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PLUS WELD-FM
The Hooper May-June Index for CBS stations places WBNS first in share of audience . . . Another proof of this station's outstanding popularity in central Ohio . . . Another convincing demonstration of how advertisers get greater value for their money on WBNS plus WELD-FM.
POWER WBNS 5000
ASK JOHN BLAIR
WELD 53,000 CBS COLUMBUS, OHIO
11 SEPTEMBER 1950
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