Sponsor (July-Dec 1952)

AUTOMOBILES SPONSOR: McCaa Chevrolet \CENCY: Direct CAPSULE CASE HISTORY: This auto dealer in West Memphis, Ark., started with five one-minute participations daily to promote used car sales. Sales picked up perceptibly. Then McCaa shifted to two announcements daily for two months at about $9 per announcement. During this period McCaa Chevrolet reported the sale of an average oj six cars a day directly attributable to the announcements: s 10,000 north oj used cars for a $000 expenditure. \\ Dl \. Memphis PROGRAM: Announcements results INSECTICIDE SPONSOR: Harris Chemical Corp. AGENCY: Marfree CAPSULE CASE HISTORY: Harris Chemical introduced WGY listeners to their Fly-Han through participations on The Chanticleer, an early-morning program. The insecticide was offered to listeners on a mail order basis for $2.98. Results were immediate and for 13 weeks Harris averaged 455 orders weekly on an expenditure of $450 each week. Average sales tally for every $450 spent: $1,355.90. \\ • .> . Sclirjicc-l.-iih PROGRAM: The Chanticleer MENS HOSE SPONSOR: Joy Hosier Mills AGENCY: Maxwell Sackheim CAPSULE CASE HISTORY: Over a three-month period, Joy Hosiery employed 30 participations on the Mrs. Page program on the Tuesday, Thursday, and Saturday, 9:30 to 9:45 a.m. shovjs. They offered five pairs of men's nylon hose for $2.98 plus C.O.D. and postage. The announcements, costing $3,300. produced $11,210.66 in sales. This from 2.817 pieces of mail containing 3,762 unit orders. The cost per order was 88(*. WJR, Detroit PROGRAM: Mrs. Page CATTLE SPONSOR: Meadowbrook Farms AGENCY: Gilbert Sandler CAPSULE CASE HISTORY: On his first venture into radio J. C. Lewis, Meadowbrook Farms owner, contracted for a series of 13 five-minute stockyard reports scheduled at noon. After the first program, which contained two 100-word commercials. Lends sold 10 heifers and one bull. For Lewis that meant a sale of $7,000 worth of cattle at a total cost of five minutes of station time, or less than $75. WBAL. Baltimore PROGRAM: Stock Yard Reports STRAWBERRIES SPONSOR: Tradewell Stores AGENCY: Direct CAPSULE CASE HISTORY: Tradewell Stores had to move 800 cases of fresh strawberries before they spoiled. They scheduled 15 run-of-the-air announcements for a Tuesday afternoon, evening, and all day Wednesday. By Wednesday morning, however, remaining announcements were cancelled. Eleven, announcements for $63.14 sold all 800 cases of strawberries. KRSC. Seattle PROGRAM: Announcements DOUGHNUTS PORTRAIT STUDIO SPONSOR: Donut Bar \(.E\(A : Direct • M'SULE CASE HISTORY: The sponsor used air copy based on The Dunkers Handbook, published by the Downyflake Doughnut Company. Three one-minute announcemenls during u single baseball game was the starter. After these three commercials, Donut liar reported sales of 171 dozen doughnuts or over $90 worth at an advertising cost of $7.50 — a radio-spurred sale of 2,052 doughnuts. KRXL, Roseburg, Ore. PROGRAM: Announcements SPONSOR: Varden Studio AGENCY: Direct CAPSULE CASE HISTORY: This local studio sought to attract customers with disk jockey Beechcr Frank and folk singer Jimmie Osborne. Commercials were integrated in a daily five-minute show. After 12 shows, Varden pulled 1.350 inquiries from interested potential customers. Cost-per -inquiry amounted to 12.6 cents for the 60 minutes of air time. Two-week cost: $171 — to build up a sales potential of several thousand dollars. WKLO, Louisville PROGRAM: Beecher Frank-Jimmie Osborne