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Here's Where We Started Using
WHEN
TELEVISION
WILL SELL
FOR YOU, TOO!
Sound programming that creates viewer preference, plus smart merchandising, makes WHEN your best TV "buy" in Central New York. Here's a rich market that will look at your product, listen to your story, and buy, when you Sell via WHEN.
CENTRAL NEW YORK'S MOST LOOKED AT TELEVISION STATION Represented Nationally &y the KATZ AGENCY
CBS
ABC
DUMONT
WHEN
TELEVISION
SYRACUSE
PiliJII.iV.DH. ..!
A MEREDITH TV STATION
agency profile
Emil Reinhardt
President, Emil Roinhardt Advertising Oakland, Cal.
The 20-year success story of Oakland, California's Emil Reinhardt Advertising Agency would sound natural, unspectacular, almost casual— in a business field any less dynamic than advertising.
The story began in 1932 when Emil (Reiny) Reinhardt. a sharpeyed, high-voltage young account executive, momentarily out of a job — launched his own agency. He rented a musty office in a building shared by job printers and photoengravers, hired a stenographer, roped in a copy writer also out of a job on a percentage-of-profit basis and went to work for two service-free clients.
"Brother, it was rough in those days," he now says drily.
It's still rough today, he might add, in the competitive San Francisco Bay Area. But the Emil Reinhardt Advertising Agency long ago outgrew its first dank office, now has quintupled its original staff, buys more local TV and radio spots in the Bay Area than any comparable agency, turns out prize-winning billboards as well as top-rated radio announcements and shows.
Kilpatrick's Bakery, which Reiny began promoting when the bakery was virtually a one-oven operation, soon took command of the Bay Area bread market and hasn't lost control since. Reiny continues to campaign for Kilpatrick's Bread — and he hasn't yet run short of things to say about this gingham-wrapped loaf.
Reiny took on the San Francisco Brewing Corporation account eight years ago, when the beer was a merchandising nightmare bottled under 27 different brand labels. After less than a decade of relentless "brand-name'' promotion, Burgermeister has nosed-out long-established rivals to become the second largest selling beer on the Pacific Coast.
Reiny says bluntly that he doesn't believe in tricks or gimmicks in advertising.
"The product you're selling has to be good,'' he says, "the client has to have confidence in his agency. And the advertising has to be honest, simple, constant and, most of all, hard-hitting."
The constant aspect of advertising keeps Reiny close to the agency year-round. He rarely takes a formal vacation, relaxing instead on frequent weekend trips to a cabin in the Sierra-Nevada mountains.
Reiny's son, who knew a spot commercial before he could count to 10, has momentarily jilted the advertising field to write for a San Francisco newspaper. * * *
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