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.
<J %p
ANNE DOE AGAIN!
ANNE TRUAX, noted home economist, on her "Adventures In Homemaking" program over KLX a few months ago, offered a 10 cent brochure on Home Decorating. This same offer was also made on 7 other Pacific Coast radio stations.
You Know What Our Anne Did?
She just out-pulled all 7 other stations . . . that's all.
And Look At This!
The same offer was repeated a few weeks ago and . . . that's right . . .
Anne Out-Pulled Them All Again!
Let Anne and KLX sell your merchandise to the Oakland-San Francisco Bay radio audience.
contact
No. 1 in News • Sports • Music THE TRIBUNE STATION
TRIBUNE TOWER
OAKLAND, CALIFORNIA
Represented Nationally by
Burns-Smith Company
on Pacific Coast
Duncan A. Scott & Company
Imic 11 right, /. Walter Thompson, feels 1953 saw an increased tendency to look at all broadcast media in the light of actual value received. "Performance meant more than glamour" she told SPONSOR. "There was a greater surge toward i reative thinking in use of radio, with some of the old standards replaced, or changed. The increased familiarity with broadcasting on all executive la els brought a demand for really adequate statistics to back up claims of coverage, listening (mil effectiveness. This is our greatest challenge."
Charles M. Wilds. N. W. Ayer, thinks 1954 will bring solutions to many timebuyer problems, among them getting clearances in one-station markets. "Next year," he says, "I think television will enter the competitive stage. The single-station market situation is becoming more and more alleviated." Charles also foresees more money going into network television and less into spot as more stations begin operating. He supervises radio and tv buying for such accounts as Atlantic Refining Co., Hawaiian Pineapple Co. and Howard Johnson.
Grace Porterfield, Benton & Bowles, predicts a definite upsurge of interest in nighttime radio next year. Reason : Advertisers will realize nighttime radio is one of the best media to use to reach the lower-income group. Grace's own account. Instant Maxwell House Coffee, is already using this formula even in markets in which it has nighttime /derision. She explains, "Some people can't afford in buy television sets. One of the most effective urns to reach them, therefore, is through radio. Mam advertisers are just beginning to learn this."
Johst Si. Collins, Sherman & Marquette, believes the era of the all-media buyer may be close at hand. For the past few years his own agency has trained its buyers to have equal familiarity with all media, and he notes some other agencies have aha switched over to the all-media system. "I feel it's better tor the advertiser if buyers think of product before media." he says, "because they have a complete picture of which media work best to fill specific purposes." John is now buying time and spice for Cashmere Bouquet. Afax Cleanser and Colgate.
SPONSOR