Sponsor (July-Dec 1951)

This "Kitty" Makes Her Sponsors Prr-r KVLC's New Radio Personality — Kitty V. LaCall From 8:30 to 8:55 A. M., Monday through Friday, Kitty's variety show is the favorite of thousands of female ears in the BIG KVLC listening area. There are interviews with visiting dignitaries, from Ambassadors to movie stars . . . news of interest in the woman's world, local, regional and national I And, if it's national "Something-or-othcr" Week, they hear about it from Kitty V. LaCall. All of these ingredients arc carefully mixed with generous portions of music that women like best. Kitty is now available to provide the I'rr-rr-fect atmosphere for your commercials on a participating basis. Phone, write or wire CLENN ROBERTSON, Manager, KVLC, for details and availabilities ... or contact RADIO REPRESENTATIVES, INC. body in that block then receives a coupon which can be exchanged for a free package of Seabrook frozen foods at a nearby grocery store. The gimmick increases traffic in the stores and induces grocers to carry the Seabrook line." A fortuitous situation of the past year has helped speed the growth of Seabrook retail brand sales and provides an interesting sidelight on the frozen foods industry. Daniel Oken, sales manager for Nassau Suffolk Frozen Foods Company — one of Seabrook's distributors told sponsor that Birds Eye and Libby have been making "direct deals" with the national chains and independent stores for about a year now. As a result, Seabrook sales have zoomed upward in the independent stores, particularly in the Boston and New York areas. "Birds Eye and Libby have their own 'missionary men' in the field, but they cover such large territories they visit a grocer only about once every two months," Mr. Oken said. "They call on just the big stores generally. They can't do as complete a job as a distributor's salesmen." Seabrook furnishes considerable point-of-sale material — window display pieces, streamers, posters, price charts — even though they don't have big advertising to merchandise to the stores. Well aware of the value of a co-ordinated radio-TV and point-of-sale program, Seabrook went into Storecasting last October. (Storecast Corporation uses FM radio to funnel music, homemaking talks and commercials into super markets. Its service also includes personal service calls to the subscribing stores each week, making sure that adequate stocks of the products advertised on Storecast are on hand and that the products are displayed in prominent positions.) Seabrook uses four commercials a day on Storecast in the Kearney division of American Stores in New Jersey. "If results are good," says Kline, "we'll continue and expand it." He adds: "We'll also expand radio and TV next year. Well probably use the same radio set-up. Then if we can, we'd like to get some good evening TV time." Since 1948 the frozen-foods brand operation at Seabrook Farms has become the tail that wags the dog for next year it will account for the farm's entire output. Much of its air success can be credited to smart use. * + * K-nuz Dood it Again! . .. wins award for 1951 as in 1950 Yes, for the second time K-NUZ is winner of the Nabisco Promotion Award for outstanding sales promotion of Nabisco Milk Dog Biscuits. K-NUZ again demonstrates its ability to pull and keep on pulling. For information call FORJOE National Representative or DAVE MORRIS General Manager at KEystone 2581 P.O. Box 2135 -TWX HO 414 HOUSTON'S LEADINC INDEPENDENT 31 DECEMBER 1951 63