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RICHMOND, VA. $353,900,000 RETAIL SALES
'SAY— HOW DO I GET A BICCEK SHARE OF
THAT RICH MARKET?1'
OF COURSE
Yes sir . . . in Retail Sales, Richmond, Virginia, ranks 48th out of ISO major markets (according to the latest census figures) and that means $353,900,000. To get a bigger share you need complete coverage by a station that delivers a bigger buying audience. That means WRNL — 5KW for over 10 years at 910KC . . .
THERE'S MORE
SELL ON . . .
WRNL
WRNL 5KW — 9I0KC WRNL-FM 50KW— I02.IMC ABC AFFILIATE RICHMOND, VIRGINIA
EDWARD PETRV & CO.. INC.. NATIONAL REPRESENTATIVES
Iripiir
Brian Rootes
Regional Director in Western Hemisphere Rootes Motors, New York
One of the biggest invasions of a British product since the Boston tea party, but vastly more successful, is that of Rootes Motors, Inc., and its line of pleasure cars. The sales spearhead: a carefully selected group of personality d.j.'s who emphasize the fuel economy of Rootes' models: Hillman-Minx. Sunbeam-Talbot. and Humber Hawk.
Behind this successful venture is 31-year-old Brian Rootes, Harroweducated and Rootes-trained. Young Rootes learned every phase of the automotive business in the early 1930% by working during the summer vacation periods at the Coventry plant. His tutor: Sir William Rootes, founder of the Rootes motor empire. Brian, under his father's guidance, mastered the sales know-how proven so valuable in moving Rootes Motors to the fore in the export field.
Exports began in 1946 after many years of war production. It was then that young Brian Rootes. with his Harrow training and non-huckster approach, ventured into American radio, a medium vastly different from the non-commercial BBC in his country. But Rootes didn't adopt American pitchman or high-pressure commercials. Instead. Rootes commercials are informal, while stressing economy of operation, a feature of all Rootes cars.
The pay-off: the Rootes organization is ahead of competitors, notably Austin and Morris; the leading seller of foreign cars in the United States, according to Brian Rootes. One unusual sales success: Consolidated Edison Company of New York has added Rootes vehicles to its fleet. Commenting on the Rootes post-war export operation. Brian Rootes says, "Quite a large part of the success of the Rootes products in the U. S. is due to the effectiveness of radio advertising."
Budgetwise, Rootes advertising expenditures total some $200,000: radio carres sales burden aided by class magazines, newspapers.
Now, with steel allocations loosening, Rootes plans for this fall call for continued radio "sell" plus the addition of one-minute TV film commercials to be tested in three markets. The Rootes agency. Anderson & Cairns, says the commercials will be shot on location so televiewers will be able to see Rootes cars on the road. The oneminute films will be so designed that a local dealer can cut in with his name and address.
With fall plans underway Brian Rootes still maintains his swift, efficient pace. "My hobby," says Rootes smilingly, "is business."
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