We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
IVetf? developments on SPONSOR stories
that count
Look at prosperous,
progressive,
Mobile
Metropolitan Population
1940 114,906
1951 231,105
% Increase 101%
Bank Deposits 1949
$ 65,593.663 1951
$201,663,957 % Increase
207%
and don't overlook
0*&
CALL
Adam Young, Jr.
National Representative
or F. E. Busby
General Manager
ON THE Ol AL 710
Mobile, Alabama
24
Four-organizction joint promotion may spearhead trend, says Seitz (names below)
"The new network merchandising era is here"
17 December 1951. p. 32
Networks are putting more care into merchandising services
When a network, a local station affiliate, a retailer and a manufacturer get together in a joint promotional effort, new paths in merchandising cooperation are opened.
NBC. its Atlanta affiliate. WSB, Colonial Stores and the Philco Corporation have just completed such a promotion (from 10 July to 2 August > . utilizing the complete promotional facilities of all four organizations. Fred N. Dodge, merchandising director of NBC stated that this initial venture was an experiment to determine the feasibility of establishing such a pattern for use with other retailers.
The plan worked like this: WSB carried a heavy schedule of announcements ballyhooing the availability of advertisers' products in Colonial Stores, as well as the fact that each of the 34 stores in and around Atlanta would give awav a Philco air-conditioner to the lucky winner of a drawing. Colonial Stores spotlighted many WSBNBC advertised food products in newspaper schedules, plugged the prize drawings for the air-conditioners in the ads as well as in the stores. At the point-of-sale, mass displays, colorful banners, shelftalkers, price cards, shopping cart cards tied in the station call letters, I he program times and the advertisers' products. All point-of-sale material was worked out by the NBC with Colonial Stores.
The plan for the promotion was evolved during a discussion between J. T. McConnell. general merchandiser of Colonial Stores; Frank Gaither. station manager of WSB; and Loy R. Lee. Atlanta merchandising representative of NBC.
At a dinner tendered by NBC to the other three participating organizations on 9 July in Atlanta I just before the promotion was launched I. Joseph Seitz. president of Colonial Stores stated that it was, to his knowledge, the first time such an effort has been undertaken by network radio; he predicted that this new advertising pattern in which network radio, local affiliate, retailer and manufacturer join hands, might well be a common one in the future.
The photo above shows the key men involved in the plan 1 1, to r. I : John M. Outler. WSB general manager; Joseph Seitz; Fred N. Dodge; W. C. Moseley, vice president, Colonial Stores.
SPONSOR