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a hat (a Lee, of course ) . Pearson, who had been voted one of the three men who had done most for the lot of GIs, was able to do it.
Lee, in a move to add glamor to their product, is now sponsoring motion picture and TV star Robert Montgomery instead of the more rugged and controversial Pearson.
Curtis Publishing Company's prewar printed advertising was aimed at advertising prospects. Spot radio was used to a limited extent for circulation. Wartime objectives were the same. In 1944, a weekly 15-minute network radio program on ABC, The Listening Post, tried to boost circulation. It grew slowly. Listening Post was axed after 1947 and spot was used in leading metropolitan centers. There's no change in the making.
The Prudential Life Insurance Co., like other sellers of service, had plenty to sell. Unlike some service organizations, however, a sizable group of its prospects were out of reach during the war. Ad funds were about evenly di
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vided between printed media and network radio. Jack Berch and Prudential Family Hour helped produce leads for Prudential salesmen, and sales showed a normaly rising curve.
Wartime advertising was divided about evenly between selling insurance and public service, as contrasted with the prewar approach which sold the product almost exclusively. Emphasis returned after the war to selling insurance, but time is still devoted regularlv to public service.
The Wrigley Co. removed their product entirely from the public mar
ket, sent it to the Armed Forces. Yet they continued a vigorous campaign, including several network radio shows. When they came out with a very poor substitute product, they called it just that. Alter the war they switched their copy from general to ver) specific appeals. They dropped network and went into spot.
Regional advertisers during the war were no exceptions to the rule that it paid to keep talking consistently to customers and prospects. The Land O'Nod Mattress Co., Minneapolis, while unable to supply demands for
^WIBW
MEND YOUR SALES FENCES
CLEAR ACROSS
KANSAS
If your sales are slipping or competition's getting tough, you need the sales help that only WIBW can give you.
WIBW is the state's No. 1 farm salesman. It's the station most listened to by farm families : — the folks who raised over a billion dollars worth of farm products last year. So if you want to strengthen your sales fences or build new ones — WIBW is the one medium with the "pull" to do the job best.
"Kansas Radio Audience BO. "'Sales Management '50.
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SERVING AND SELLING
"THE MAGIC CIRCLE"
WIBW • TOPEKA, KANSAS • WIBW-FM
Rep: CAPPER PUBLICATIONS, Inc. • BEM LUDY, Gen Mgr. • WIBW • KCKN • KCKN-FM
11 SEPTEMBER 1950
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