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Summer
'Boom-State
The tremendous impact of Station WGY on an enlarged summer-time audience is ably demonstrated by one of WGY's sponsors — the Catskill Game Farm. In 1951, this organization abandoned its advertising schedule in newspapers and other radio stations to use WGY exclusively. Through spot announcements in the morning and night-time stations breaks, the result was a 250 percent increase in attendance.
Reaching all the summer resorts in the Adirondack, Catskill and Berkshire Mountains and Vermont, sales messages carried by WGY also reach the many tourists and vacationers in Saratoga Springs, Lake George, Lake Champlain and Cooperstown, New York. The WGY area is surely one of America's foremost vacation areas.
Motorists visiting "WGY-Land" learn the station's location on the dial through seven striking, colorful 8' x 24' Scotchlite billboards which are located on the major traffic arteries leading into the WGY area.
You can realize outstanding results by doing your summer selling on Station WGY.
A GENERAL ELECTRIC STATION
WOMEN SAY "YES"
{Continued from page 39 I
Kidd's breakdown of basic psychological differences between men and women:*
Women are intuitive
Men are intellectual
Women are identificationisls
Men are realists
Women are subjective
Men are objective
Women go by inner perception
Men go by rationalism
Women are more indulgent in fantasy
Men are more influenced by facts
The success of the soap opera (at least in terms of ratings) is a testament to women's ability to enjoy vicarious living. The ease with which a woman can identify herself with the characters in a "drama of everyday life" has been found by many advertisers to be the key to effective sales via radio and TV advertising.
And so here are some observations by experts on selling to women:
Take, for instance, one of the commercials prepared by Foote, Cone & Belding for use on the Jinx Falkenberg radio show at 8:45 a.m. (NBC) ; it illustrates the warm, friendly, "I'm your alter ego" approach. Although the program gets considerable attention from male listeners, the audience is predominantly female. The pitch for Rheingold Extra Dry Beer goes like this:
Jinx: "You probably don't need me to tell you this — but the Snack Season is here. That's the season when the weather is nice and you just don't feel like really organizing dinner. So, you whip up a quick, delicious snack instead. The point is — nothing sparks a snack like a glass of New York City's favorite beer — Rheingold Extra Dry. You see, Rheingold's distinctive Extra Dryness, its clean, clear, real-beer flavor has the happy faculty of making everything taste better. (Chuckle) You know, I think I'm talking myself out of cooking supper tonight. Well — to get back to the Bubject — be sure that you have plenty of Rheingold on hand. \ml. next time you l>u\ Rheinsjold Extra Dry, why not do it by the case? It's convenient and economical. And vou're sure that all vour guests will like it . . . after all. Rheingold is New York City's largest-selling beer — here's