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A WIMER !
3 nut of 4 yrs.
Again WIOU's Farm Service Department, directed by Bob Nance, has won the annual national farm safety promotion award. An achievement such as this clearly shows the progressive down-to-earth qualities that makes WIOU the stand out voice in Indiana's 18 most prosperous counties. For greater returns it will pay you to put your advertising dollars on the winner, WIOU.
CBS
VV* AFFILIATE
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'l 1000 WATTS 1350 KC y KOKOMO, INDIANA
Pi on ■;■ nti-d Nationally by ...
WEED d> COMPANY
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Henry E. Picard
Vice President-General Manager San Francisco Brewing Corp., San Francisco
Bur germeister, Bur germeister It's so light and golden clear. Bur germeister, Bur germeister It's a truly fine pale beer.
This jingle has proved to be worth about $4,000,000 a word so far. For, sung to the tune of "Clementine" on a host of California radio stations, it has impelled thousands of Californians to switch to Burgermeister. Sales for 1951 are up 33% over 1950 with annual sales of close to 1.000.000 barrels.
That wasn't the situation in 1944 when 55-year-old German-born Picard took over as general manager. Then, Burgermeister was but one of San Francisco Brewing's 14 private label beers, and all were lagging in sales.
Picard, a merchandising expert, dropped the private label and draught beers and selected Burgermeister as the one beer to advertise and promote. As evidence of his sales-building confidence he burned up $10,000 worth of private labels in one afternoon. A limited budget, about $50,000, was put behind Burgermeister and, as there were 4.()0().0()0 Northern Californians to reach, radio chain breaks were an almost automatic selection.
Picard explains: "Chain breaks would allow us to deliver the maximum number of sales messages for the money expended. Chain break time could be bought on good stations adjacent to programs with high ratings while, at the time, announcements were available next to programs with low ratings."
Californians have been hearing the "Burgie jingle" ever since its L944 introduction but not always in the same way. Sometimes the jingle is spec (led up; sometimes its sung in a different key.
Despite the Burgermeister success in the last seven years Picard modestly considers himself "an ordinary, straight-forward businessman. Now. with 50' , of the ad budget going into radio, Picard still insists on a strict and simple advertising policy. No comparisons, no fanc\ claims. Nothing except "Burgermeister — a truly fine pale beer.' Picard's extra sales touch: San Franciscans within hearing distance can listen to tower chimes atop the brewery building pla\ "Clementine" at 10:00 a.m., 3:00, 5:00 and 8:00 p.m.
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