Sponsor (Jan-June 1953)

similarities. The (hewing gum market consists mostl) of people between 15 and 35. Clorets, too, is sold to young people. The fact that the couple in the Clorets T\ commercial is young is no accident, foi il is the young adult who worries mosl about what his best friend won't tell him. Both Clorets and chewing gums can be put in the impulse-purchase category This fact is one of the explanations for Chicle's buying of tandemtype network shows. In selling prodmi which are bought on impulse, the important thing is to reach as many different people as possible with mentions of the brand name. Tandem. Pyramid, and the Power Plan were ideal vehicles for this kind of selling. They are not only among the lowest cost-per-1,000 buys in network radio, but by spreading the commercials over different nights, the advertiser can reach a larger unduplicated audience than he can with one show. The tandem advertiser may not reach each home as main times as the advertiser with, say. three commercials on one show, but then he is not as interested in multiple exposure as he is in unduplicated home-. The differences between selling gum We Have Realized a In Our Sales In a recent letter, Loft Candy Shops reports, "We have realized a nice increase in our sales in the past six weeks. We feel this is entirely due to the splendid way in which you have handled our promotions and general publicity." National Spot Advertisers Take Note! Syracuse merchants know what keeps their cash registers ringing. That's why they continue to advertise on WSYR in record volume. WSYR gives them up to 239% more daytime audience families than other local stations according to SAMS and Nielsen. Write, Wire, Phone or Ask Hcadley-Recd ACUSE 570 KC NBC Affiliate in Central New York and a gum deodorant are more obvious. Straight chewing gum is sold for pleasure, to relieve tension, to slake thirst, to exercise the gums and the jaw, to help clean teeth. Clorets gum can be sold for these reasons, but who would pay 15c for that alone? The fact that Clorets was able to break through the five-cent price line, which has been so stratified for years that it is almost an institution, testifies to the strength of the anti-bad breath lure and is a clear indication that Clorets is a mouth deodorant first and a chewing gum only incidentally. (It might be pointed out that Chicle also leans toward the drug side of the business with its Crawford Cough Gum.) Nevertheless Clorets is a chewing gum, and some people just won't chew gum. That is probably the major reason for Chicle's introduction of Cloret mints. This is a direct break with the merchandising of chewing gum, but it is not a break with tradition at Chicle. The firm had been in the lozenge field before. All of which points up the fact that Chicle is up to its jaws in the chlorophyll business. So far, it has been a pleasant experience, although there have been rumblings of danger. A spate of anti-chlorophyll articles in U. S. magazines as well as The British Medical Journal has given the jitters to some of Madison Avenue's chlorophyll accounts. (All told, there is about $20 million in radio and TV chlorophyll billings at stake.) Chicle seems to be more aware of the misuse of chlorophyll than most advertisers. It has sponsored university research on chlorophyll, is aware that any chlorophyll-containing substance will not necessarily do a good deodorizing job, and that deodorization will not necessarily occur under any and all conditions. Chicle's Dr. Robert Heggie believes the effectiveness of chlorophyll derivatives varies with the raw material, processing, the way it is incorporated into the product, and the amount used. Chicle sponsored research indicates that its chlorophyll gum is more effective in reducing breath odor than chewing gum, flavored or unflavored. without chlorophyll. To push its side of the chlorophyll argument, Chicle uses the public relations firm of Robert Taplinger Associates, with Jerry Allen the account man. Chicle knows there is a lot to be learned yet about chlorophyll. Just how much the company is depending on its chlorophyll products, no one outside Chicle knows. The firm is much more interested in selling gum than talking about it. Board Chairman Thomas H. Blodgett and President Philip L. Becker are men of few words — publicly, anyhow. It's probably safe to say that Chicle would like to displace Wrigley as Number One in the business. Chicle was on top before, back around the turn of the century when it was created by Charles R. Flint, who merged Adams & Sons Co. with a number of other chewing gum firms. It was subsequently passed by Wrigley and, later, Beech-Nut. By 1942, Chicle was down to a 15% share of the chewing gum business, compared with 60% for Wrigley and 20% for Beech-Nut. Chicle began coming back in the late '30s and by 1951 its share was up to 24%. * * * EHLERS' SPOT DRIVE (Continued from page 35) in the New York City area. I The campaign is particularly successful, Edwin Elders believes, because it hits most of the firm's potential customers much harder than can the print media. Elders explains, "The average housewife turns her radio on in the morning, generally keeps it tuned in during the day while she does her chores. On the other hand, if she's got housework to do, she isn't likely to go outside, buy a newspaper, and then return." The daytime announcements on TV include participation in Food for Thought, WABD; Between the Lines, WNBT; Kitchen Kapers, WABC-TV, all New York. Ehlers' first TV sponsorship, in 1950, was of a series of post-mortems to 79 Brooklyn Dodger home games over WOR-TV, New York. The Albert Ehlers. Inc. line actually includes coffee, both regular and instant, as well as tea, rice, and condiments. However, 100% of the firm's annual budget goes for coffee since the remainder of the line accounts for only one-third of total sales. The company was founded in 1893, started out as a small operation in Brooklyn. Three generations of the family have carried on the business since then. In 1920, the firm moved to a 200, 70 SPONSOR