Sponsor (July-Dec 1950)

WHEN YOU BUY li-IlllZ YOU BUY A TOP PERSONALITY "BUZZ" BERLIN was voted most popular discjockey in Houston in a recent contest" conducted by a Houston newspaper. In the same contest, hillbilly was voted the best-liked music. * Contest details on request. Paul Berlin appears on: "K-NUZ Corral," I I AM to I PM, Monday thru Friday, and the "Paul Berlin Show", 4 PM to 5 PM, Monday thru Friday. One* quarter-hour segment is now available, Monday thru Friday. Before you buy the Houston market check the top Hooperated availabilities K-1WJZ offers. You'll be dollars ahead in sales and savings. CALL, WIRE OR WRITE FORJOE: NAT. REP. DAVE MORRIS, MGR. CE-8801 k-miz (KAYNEWS) 9th Floor Scanlan Bldg. HOUSTON, TEXAS spot announcements; store display and newspaper ads will herald it. It will be Kroger Day All the Way." To promote the Alan Young TV show, Kroger sent this pitch to its store managers: "Television is sales power with T.N.T. Commercials strike with swift and dramatic impact. Some of our commercials will be handled by Alan Young himself. A typical friendly Kroger Store Manager will also be seen in our various departments selling Kroger Tenderay, coffees, baked foods, nationally advertised brands, everyday low prices, and all the other Kroger advantages. He will give Mrs. Smith a forceful invitation to shop at Kroger. This new television show will supplement your new radio program Share the Wealth and regular newspaper ads to give Kroger stronger and more effective advertising." The Grand Union Company in New York is another large grocery chain that has used radio effectively. In addition to participating on Star Time, the company sponsors Market Melodies over WJZ-TV in New York. The half-hour program is aired daily. Radio advertising is confined to announcements on 25 stations in various eastern market areas. Store managers receive schedules of the company's spot anouncements. Here's how one recent and typical schedule read: For Wednesday, 29 radio announcements in 25 markets and two TV announcements in two markets; for Thursday, 40 radio announcements in 25 markets and three TV announcements in two markets; for Friday, 29 radio announcements in 23 markets. Total: 98 AM; 5 TV. Like Kroger, Grand Union punches hard at prices, knocks them down, too. It airs one-minute anouncements to get specials across, has found radio to be a quick-selling medium. Unlike Kroger, Grand Union has not been active in promoting its radio or TV work, does little to merchandise its programs. Yet the company has chosen its shows and spot announcement times wisely. And lately its newspaper ads have plugged Star Time. Last year Grand Union's net sales approached $135,000,000. The company operates nearly 300 stores, most of them concentrated in the New York area. According to F. Arthur Hall, promotion director, "Grand Union is using more radio and television this year than it did last year." The First National Stores, Inc., in New England operates over 1.000 stores, has an advertising budget which includes radio and TV. In radio, it sponsors Guy Lombardo on Thursdav nights over 21 stations, has had the half-hour show for three years. About seven manufacturers are tied in with First National on its half-hour Fun With Food, aired Fridays over WBZTV in Boston. In addition, the company has one-minute TV announcements scattered lightly throughout the week. Commercials are typical; they plug product and price. Another chain, the National Tea Company, also uses the air. For example, its Minneapolis branch sponsors Tello-Test, and reports excellent results. The show was promoted in the stores; and according to A. J. Hansen, branch manager, ". . . since the pro WYET r\ochedtery View Ujorh lakes extreme pleasure in announcinq the appointment of cJke Jjolllncj Kjompamjy 3nc. AS EXCLUSIVE CHatlonal Jvepresentatives Effective flov. 1, 1950 62 SPONSOR