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After-midnight
WMCA's Barry Gray is typical of d.j. success formula on after-midnight air
Pulse study gives sponsors , valuable data on who listens; many stations report sales successes
spot
Talk about after-midnight radio programing to most radio advertisers — and you'll get a blank look. Few sponsors, indeed, are familiar with the facts of post-midnight radio selling, few are actually using it. Yet, these low-cost marginal hours are doing a top-notch job in selling products and services all over the country. Just look at a few of the examples turned up in a nationwide survey by SPONSOR.
Take the case of National Optics Company, makers of Ravex Night Driving glasses. This growing optical firm recently signed with WBBM, Chicago for a rotating series (midnight to 2 a.m.) of 15 quarter-hours on the station's Matinee At Midnight show. The pitch : a pair of Rayex glasses, for $1.98 plus postage and C.O.D. charges. Results: in two weeks, National Optics had booked 2,405 orders, or about $4 in orders for every dollar spent. The contract was renewed for another round, and Matinee at Midnight went right on pulling orders at the four-forone rate.
In the Deep South, the peach crop was threatening to spoil in South Carolina, leading peach-growing state in the U.S., because truckers didn't know in which specific areas the peaches were ripening. The Peach Growers Association, in desperation, bought 275 post-midnight I between 1 a.m. and 5 a.m.) announcements in 20 days on \\ CKY. Cincinnati, during the Night Hawk Club record show. The pitch: all-night information on the exact or
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chards where the peaches were ripen burgh, and from WNOE, New Orleans, ing, aimed at truckers cruising the to WDGY, Minneapolis, — report the
same kind of results.
Check over the lists of national, regional and large local advertisers using the after-midnight radio air and you'll see many familiar firm names and products. A few: Thorn McAn Shoes, Jeris Hair Tonic. White Tower Restaurants, Sealy Mattresses, Rexall Drugs, United Fruit. People's Drug Stores. Robert Hall Clothes, and Helbros Watches, as well as many big appliance and auto dealers, restaurants, theatres, jewelry stores, banks, hotels and breweries.
Check even more closely with these advertisers, and you'll discover an important basic fact. Although many of them use announcement or participation schedules all through the night, the majority of sponsors — and the ma
highways. Results: the entire peach crop was moved to market with little loss; both truckers and farmers benefited.
In Washington, D. C, an enterprising businessman named Tex Baker opened a little six-stool all-night restaurant, and then sat back to await business. Practically nothing happened. Then, he bought a big schedule of (between midnight and 3 a.m.) announcements on WWDC's all-night Yawn Patrol. Business started to flourish. Soon. Baker started up a home-delivery service, finally had to buy six jeeps to scoot around the nations capital to deliver sandwiches and hamburgers.
Unusual? Not at all. After-midnight stations — from KERO. Bakersfield, California, to WWSW, Pitts
At night "Kennelly-Heaviside" layer (white arc) acts as reflector, sends radio waves further
SPONSOR