Sponsor (Jan-June 1953)

1 111 (in (i folk live by customs of old tlays. but picked most up-to-date media to sell their freezers ► radio ai Io.l freeze by Charles Sinclair ,l#or< than 1,500,000 I .S. families will bu) a home food freezer this year. More than <ine out of 1<I ol these 1 will hear a name almost unknown when the postwar boom in ! n 1 zei began Vmana. This in'; -of-the-market share makes the independent firm of Mriana Refrigeration, Inc. the front runner in a field of some 50-odd appliance thoroughbreds, outdistancing such freeze] brands as those oi General Electric, Philco, Kelvinator, and other famous brands. But air-minded Amana isn i taking time "id in pal itsell on the hark. As you read ihis. the companj will be making its newest move in air advertising tu go alter the nine-out-of-10 I .S. homes who slill don t own a food freezer. Starting I'' May, \mana will sponsor People Are Fanny on 21 I <iiv Radio outlets. Ml manager Merlin E Morris describes this as "the largest network ever to carrj the show.' • VgenC) : \laur\ . Lee \ .Mar-hall Y Y.) New $3,500,000 expansion program in Iowa plant of Amana Refrigeration, Inc. will make it world's largest freezer factory by October, increase output 300% to level of 1,000 units daily Once this show is underway, Amana will be the most widely promoted line of home freezers on the air I se? box, these pages, for broadcast activity of other freezer firms I. To accomplish this promotion. Amana spends nearlx 600 out of every advertisitig dollar for national or local-level radio and TV. Here's how the Amana air lineup u ill look as of this week: These men yuide \munu airselliny Sparkplug oj Amana's rapid rise to the top spot iii home freeze) field is Executive I ./'. George C. Foerstner. A until e Annum. Foerstner foresaw big postKm opportunity foi upright home freezers, urged the directors <// Amana Society to entei consumer field in a liia way. Foerstnei (left, top\ lives with his family within ens\ walk oj giant freezer plant. id strategy, which centers on stressing tested superiority ai freezer products, is under direction of Merlin /.. Moms. Sative oj nearby Cedai Rapids, loan. Morris is technically an "outsider" to Amana Society, but dovetails neatly with traditional way of Amana life. From simple office in Amana Colony, Morris (left, bottom) directs spending of $2,250,000 ad budget, follows latest trends in air advertising ami freezer industry. Married, he hies m ( edni Rapids, has two daughters mi minium iiiiiiiiiiiiiiiiiiiiiiiiinii i Radio: At the network level, as mentioned above, Amana will sponsor People Are Funny on CBS Radio. Tuesdays 8:00-8:30 p.m. The 214station network carrying the program includes every CBS outlet in the I ,S. ( 204 total l . as well as nearly a dozen other affiliates in U.S. territories and Canada. Amana will be sponsoring the show for about 20 weeks until Mars, Inc. — the program's regular advertiser— returns from its usual long summer hiatus. Television: Paired with the radio selling of Art Linkletter on People Are Funny is veteran TV personalis Kate Smith. Currently. Amana is a sponsor of the 4:15-4:30 p.m. segment of Kate's show on Thursday afternoons. As in the radio effort, the emphasis is on widest possible coverage. The Amana portion of the Kate Smith Hour is being telecast on what is probably the largest TV network for a commercial video show —82 NBC TV outlets, of which 67 are live. According to the calculations of Amana Executive Y.P. George Foerstner. "')!!' \ of the nation's television home will he able to see and hear the program. Local Level: \mana has no factory 30 SPONSOR