Sponsor (July-Dec 1952)

Eight farm radio success stories 32 advertiser and agency members of the ISARFD Growing number oj leading sponsors. agencies, associations, etc., show high interest in farm air developments. Bruce B. Brewer Adv.. Minneapolis, Minn. \utrenu Mills. Minneapolis, Minn. Brawn Bros. Xtlv.. St. Louis, Mo. \eiv iileu F«rin Equip. Co.. Coldwater, Ohio Daneer-Fitzgcrald-Sample* Chicago. III. t onklin Mann *V Son. Veu York, \. Y. A&P Co.. Chicago, III. Federle Laboratories. Kansas City, Mo. Quaker Oats Co.. Chicago, II!. Thurston Chemical Co.. Joplin, 1/". Vfaf/itcvoti Chemical Co.. Little Rock, Ark. Swift & Co., Chicago, III. Bert Hit tins Adv., Milwaukee, Wise. fiardner Adv., St. Louis. M0. Balston Purina Co.. St. Louis. Ma. Oscar Mayer & Co.. Madison, Wise. McKim Adv. Ltd.. Toronto, Out., Canada Allis-Chuhners Mfy. Co., Milwaukee, Wise. MFA Adv.. Columbia, Mo. \at'l Ass'n of Mara. Mfrs.. Wash., I). <.. Young A. Kuhicam Adv.. Vew York, N. Y. Armour Livestock Bureau. Chicago, III. Park & Pollard Co.. lin Halo. v. Y. Fihul Corp., Veu ) ork, V. Y. Vick Chemical Co., \eu ) ork, V. Y. Libby-Owcns-Ford (Mass Co.. Toledo, Ohm Union Carbide A Carbon. \eu ) ork, V. Y. tiulf Oil Corn.. Pittsburgh, Pa Grocery Mrs. of America, Veu ) ork, V. Y. American Petroleum Co., Veu York, V. ) . F. II. Brown Adv., Chicago, III. Building Materials Smith Dotlson Co. started to sponsor .Ulan James, pianist and ad lib artist. on his 5:15 {p.m.) Local program in March 1952. At the end of the first month, the company had doubled its business; after the second month, business had practically tripled. Smith Dodson was forced to cancel the sponsorship, since the company's facilities and manpower weren't able to handle urn more business. As the sponsor told the station: "You just sold yourselves out of business, gentlemen^ Prog: 5:15 Local, WRFD, Columbus, O. Feed Supplement Myzon, Inc., makers of hog and poultry feed supplement, started to advertise on a WGN farm program in October 1950 to introduce a new product. The company was then doing a $3,000a-month business. Af'.er six months of advertising on WGN only, Myzon was able to expand to other markets. Now, slightly more than tiro years later, the business has grown to a $1,000,000 annual operation. It has utilized farm radio almost exclusively, still pitches its products via farm shows on WGN. Prog: Farm program, WGN. Chicago Gas Installations Liberty Gas Co. was in financial trouble because of lack of installation for use of their product. They had used all methods of advertising except radio. When they began to use WSBT — three one-minute announcements a week between 6:00 and 6:30 a.m. — their goal was to make 150 installations per year. it the end of the first radio year, they had made over 1.100 installations, nearly eight limes their goal. They are note doing more business per day than they formerly did in a whole week. Prog: Farm News. WSBT, Soutli Bend. Flour Pillsbury Mills sponsors the Jack llunl Show Monday through lrida\ at 11:45 a.m. on KF All. To pull attendance for Inch Hunt's appearance at the 1052 Nebraska State Fair and to establish identification of Hunt with Pillsburj Hour, they promoted the event on the shoir for three weeks. Leo Burnett, the Pillsbury agency, made a surrey among the 100.000 lair-goers. Results show i!5', kneu of lack Hunt and 55', correctly identified his sponsor. Cost of the shou : $320 per week. Prog: Jack Hunt Show. KFAB. Omaha Indiana Farmers Mutual Insurance Co., in January 1952. started to sponsor a five-minute (6:55 to 7:00 a.m.) farm commentary program three times a week, featuring WIBC Farm Editor Dix Harper. In February, having developed a new theft insurance coverage, they announced it on the program. Within three weeks, they had sold more than one-hall million dollars north of this new coverage alone. This at a total radio cost for the three weeks of S155.70 [or $17.30 per program). Prog: Mutually Speaking. WIBC, Ind'pls. Baler Twine Wilcox Hardware Co. had never used radio before. As an experiment, they ran two announcements on a W ABJ noontime farm program plugging their twine for tying bales. Within four hours after the first $5.20 announcement, they had sold $765 worth: in three days, their entire stock worth $4,000 was gone. They attribute 75', of this business to the W ABJ plugs, or $3,000 in sales from a $10.40 investment. After this Wilcox bought three segments a week on the Farm Hour. Prog: Farm Hour. WABJ. Adrian, Mich. Creamery Armour Creameries, on their 6:45 to 7:00 a.m. Farm News program, ran a six-week "Name-the-Calf contest to stimulate traffic in their cream-buying stations. Despite the fact that the contest required considerable effort on the part of the entrants [each had to go to the nearest Armour buying station to get an entry blank I , and that it was pointed directly at dairy farmers {first prize was a Jersey Heifer calf; the others, dairy equipment), the sponsor was swamped with 29,535 entries. Prog: Farm News, WIIAS, Louisville Home Insulation Montgomery Ward & Co. retail store in Denver buys some 23 annoum emails a neck on KLZ to plug every type of merchandise they have. The KLZ pitches putt inquiries and sales from farms and ranches in Nebraska, II yoming and Colorado. One item Ward's have been flushing exclusively on the radio is blown-in home insulation. According to Ward's building materials department, sales on this item have soared 700', higher than last year with the air backing only. Prog: Announcements, KI.Z. Denver