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From Memphis to Santa Monica, radio station operators have leaped at the opportunity to tell sponsor the story of advertisers, national and local, who have aimed their pitch at the Negro market with resounding success. The stations which have delivered the best results for sponsors are those which have most successfully integrated themselves with their communities.
From the replies received to a SPONSOR questionnaire it is evident that the station managers, salesmen and disk jockeys of stations with Negro programing are the greatest colection of "joiners" in the country. It is not unusual to find station personalities who belong to as many as 40 clubs.
The sales results of sponsors who use these personalities to plug their products attest to the soundness of this philosophy of boundless associations. In each case listed below, the air selling was done by a station personality whose recommendations have a high degree of acceptance in his locale. Some of the outstanding performers are pictured elsewhere in this section, but here are some examples of the effectiveness of their work:
WDiA, Memphis
Washing machines — When the General Home Service Co. opened its doors in 1949. it received a co-op appropriation from the Memphis branch of the General Electric Sales Corp. A 13week test was scheduled using a quarter-hour participation on one of the WDIA Negro disk jockey shows. At the end of this period the store added no sales of the item. A total of 546
ftcuiofc shots build store traffic
WHOM, Homestead, Pa., keeps star attraction Mary Dee busy making personal pitches
New product he is plugging is explained to clerk by WWDC's Jon Massey in D.C. market
In Gary, Ind., d.j. Jesse Coopwood does a weekly show from market, adds zing to plugs
Thorn McAn shoes "sell like crazy" when Winston-Salem's WAAA sends its ace to stores
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