Sponsor (Jan-June 1954)

MILK COOPERATIVE linued from page 1 1 1 looking l"i a prestige show with a [oj .1! audiem e. Shaw . news directoi ,,i \\ ( \l Bince L952 and a Btation commentator for eighl years, had built u|i Buch a following hut the j ears. 2. General messages aboul the fai flier's role in the American communit) would lit smoothl) into a program which discussed such topi* as communism and democracy, Abraham Lincoln philosophy and the meaning ol religious freedom. 3. Since milk drinker aie found in virtually ever) age group, Inter-State wanted to reach a general audience. Shaw's -In >w bad the general appeal needed to attract ever) member <>f the famil) . The commercial portion of the Bhow, aboul two and a hall or three minutes in each quarter-hour program. um> whal I lull man calls the "reverse English" approach. That is. the messages have public service themes, avoid hard sell. He reports that listeners rate the commercials as highh informative. \er\ superior to the general run of but... it takes only 2 STATIONS to reach '/2 the sets [jjVIAC HOWAID W. DAVIS, Owntr SAN ANTONIO, TEXAS 5000 WATTS ON 630 KLBS HOWARD W. DAVIS, Frti. Wj GLENN DOUGLAS, Mgr. ^ HOUSTON, TEXAS 5000 WATTS ON 61 0 The Biggest Buy in the Biggest State! Ask the Walker Representation Co., Inc. i ommercials. I he messages are planned to acquaint listeners with the daily activities, communit) spirit and communit) value of Inter-State's 7,000 producer-members. Commercials also help explain dair) mdustr) developments of communit) interest as the\ occur, price changes, for example. Price fluctuations are announced on the program before they in actuall) put into effect. Explanations are given for increases due to seasonal fluctuations or other factors; in the case of decreases, the public ireminded that milk i now a more economical buv than ever. Shaw's promotion ol goodwill for the rural population is not alwavs limited to the commercial portions of the show, however. He places the farmer — and agriculture generally — in a larger context of local, national and global affair.-, emphasizing their role in societ) toda) and especially in American democracy . For example, in discussing the problem:of a Communist as against a free society Shaw told the following story: "1 talked with a Greek Communist and tried to convert him to democracy. 'Democracy?' he asked. 'Can you eat it. can you wear it. can it give you shelter?" What he was asking was whether democracy was the product of agriculture* — was it food that comes from our farms, clothing that comes from animals and plants, hou>es that come from our woods? " 'No,' 1 replied, '"l mi cannot be physicall) fed, clothed and sheltered by democracv. nor can you be by communism. Hut you will come to realize that you can obtain more of these material things "I life even if that's all you're interested in from those countries in which the fanner produces with greatest freedom and dignit) . Shaw has 22 \ears" experience as a newspaperman and radio-ft commentator. His appeal is based on a downto-earth analysis of the news and curi tii t controversies in terms of the people involved. This approach permits the listener to become personall) identified with the issues under discussion, heightens interest The commercials themselves ma) be devoted to -mil general topics as the food value of milk and health benefitderived from dair) products; or. the) mav explain how Inter-State's staff of fieldmen vi-it thousands of dairv farms annuallv niv ing advice on how SPONSOR J