We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
RADIO of this special type
will sell 'Chap Stick' and 'Chap-ans' to a waiting market
r w N
These are the Market Areas from which our nation-wide Radio wiii emanate
wbftrt !• tho»j«s deptftding up** availabilities;:
Important Local Radio Personalities will tell the Millions!
U.tJt.
ATLANTA
MWUNOHAM
GH*MOtT«
DALLAS
n wotw
LOUISVILLE
OKLAHOMA OTT OCHMOMP
TA**PA
Control U.S.A.
b»Mm USA
Wtt»m U.S. A
CHICAGO
■ AlTIMOlE
DtNVO
CLEVELAND
■OSTON
LOS ANOELES
CINCINNATI
NEW TOUK
PHOENIX
DCS MOIN i i
Philadelphia
POITIAND
eftnOH
tOCMESTE*
SAN FIANCISCO
INDIAN APOUS KANSAS CITY
MILWAUKEE
SHINOFIEID WASHINGTON
SPOKANE TUCSON
MINNEAPOLIS
AtTTlWWOH
.
i&Mb,.
ST LOUIS
/w%*a^*^
»/•» "fjtm
,,..1»fM*
Mailing piece to druggists (large foldout type) stresses role of radio, gives sample commercials
the field of revolutionizing mass customs is the Chap Stick Company of Lynchburg, Va. Other sponsors may have been largely concerned with influencing the mores of the American female. But Chap Stick set itself the far tougher task of changing the American male's attitude toward two "sissy" products. Thanks in good measure to national spot radio advertising, it has, within three years, induced a great many men to accept as normally masculine the use of Chap-ans, a hand cream for men, and Chap Stick, an antiseptic lip balm. Both drug items are now No. 1 sellers in their individual lines.
Exactly how much credit can be parcelled out to spot radio for the two products' Horatio Alger success is hard to say. Paul Cumbinner, account executive for the twin items at the Lawrence C. Gumbinner Agency, New
York, attributes radio with doing "a tremendous job of influencing and selling for us." He points out that when Chap Stick first began being sold over the air in 1948, sales were about 5.500,000 sticks of the 25(* item annually. Now. about 7.000.000 sticks are sold every year. In the same year. 1948, radio was first used to launch the 59^ Chap-ans to the American male. Sales have since built up "handsomely," he says, "and more and more men are growing accustomed to using a hand cream."
One thing certain is that both products use more radio advertising than their competitors. Already, Advertising Manager Everett Bond and Account Executive Paul Cumbinner are planning their new, extended broadcast schedule, to begin in September and continue until the season's end {Please turn to page 58)
'Hack Berry," John Allen typical of morning talent used
Jack Sterling was first breakfast-time d.j. for Chap
30 JULY 1951
25