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NASHVILLE
Represented By
FORJOE & CO., INC.
T. B. Baker, Jr., General Manager
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their product, not only continued their news program on WTCN, but added a quarter-hour of music on another station. After the war, the company reports they cashed in heavily on their war advertising.
Twin City Federal Savings and Loan Association of Minneapolis and St. Paul has used radio since 1936. During the war years the firm increased the radio budget each year, and during that period passed every other company of that type and became the world's largest. Many competitors were cutting their radio.
In the last few years a number of advertisers with spotty national distribution have decided to forego the prestige and promotional advantages of network radio in favor of spot, which they can match more closely with their distribution.
During the last war, however, with limited product, or none at all, such sponsors did not try to match advertising to specific markets. Their effort was to keep their names alive, and this they succeeded in doing.
New products, with few exceptions, were dropped from war advertising schedules. The push was for the established brands. Many new products were ready for the market before the last war. For example Halo, Ajax, Surf. Tide, Fab, Skippy Peanut Butter. Colgate kept Halo (a shampoo I back until 1946 when they gave it intensive treatment, including heavyspot radio, to put it among the leaders.
The pattern for wartime advertising was basically set in World War I and confirmed in World War II.
Some agency people queried by sponsor were willing to concede there might be individual exceptions to the "don't give up wartime advertising" axiom as confirmed in the two world conflicts. "I'd hate to have to name the exception, though,"' said an adfront veteran of both wars. The rest said they would too. * * *
VICTOR COFFEE
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terized the blend. Startled Bostonians one morning looked from their famous coffee houses to see a replica of the chariot trademark rolling through the cobblestone streets behind three great white horses driven by a Negro charioteer with a silver trumpet from which he emitted piercing blasts. From ime to time, he would stop and give
away samples of the "ripe" coffee.
But the owners of the Victor brand failed to keep pace with modern advertising techniques; when Ferguson acquired the brand in 1935, he had an uphill fight on his hands.
National brands enjoy a certain prestige, or glamor denied the local or regional brand. But regional brands can, on a year-round basis, always outadvertise a national brand in their own bailiwick, and this can more than make up for the glamor of nationally advertised brands.
Firms with distribution solidly established have long odds in their favor against a newcomer trying to break through. Grocers don't like to tie up money in new brands — they've got plenty already invested in brands their customers are currently buying. Many also have their own brands they like to push. Finally, price is an acute problem in the coffee business, as it is in other fast turnover food items. Victor's premium price hurt its chances.
So when Stanley W. Ferguson sat
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LANG-WORTH
FEATURE PROGRAMS, Inc.
113 W. 57th ST., NEW YORK 19, N. Y.
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