Sponsor (Jan-June 1954)

to improve milk quality and thus benefit tl nsumer. Ul commercials have the tagline, "fines! possible milk at the -i | » < ► — ible price." Is I See It represents onl) t w <■ of Shaw's HI Bhows a week; lie does two dail) newscasts and a Saturday news• asl in addition to his dail) anal) Bis -.1 The // mill Today. He has been directoi «>i W ( \ I b new bureau since L952. During the wai In was > ( I5S Foreign i "i respondent L943-19 Id. The Inter-State Milk Producers' \-sociation was organized in \')\(> to fill the need of dairy fanner for a com mon voice in meeting problems created b) rising < osts during \\ orld \\ ar I. In 1936 Inter-State was reorganized as a non-profit farmers' cooperative i<> sell the milk produced 1>\ it 7,000 members. Members are guaranteed a market Foi their milk and payment for the milk marketed for them. Inter-State handle about 800 million pounds of milk annuall) or about three million quarts of fluid milk daily. Approximately another million quarts a da) of milk are sold as cream, ice cream and fats. I hi milk is marketed by 75 di-triliutors in Philadel in the b NASSAU-SUFFOLK m Within y2 Millivolt Signal Retail Sales— $4,223,214,000* 754,215 families with spendable income more than $4,000* 382,826 families with spendable income more than $6,000* Within Nassau-Suffolk Saturation Area More retail sales than 18th ranking Metropolitan Market ($1,200,175,000)* More food sales than 17 complete states or the District of Columbia ($364,062,000)* « arket 740 kc " c«> 1000 WATTS 379 NEW YORK AVENUE HUNTINGTON, L. L N. Y. TIMES IHE POWER OF US NEAREST COMPETITOR . . . The Only Long Island Station That REALLY SATURATES The Market . . . WGSM— is first in morning audience** WGSM— has more afternoon listeners than the combined audience of 3 of the 4 New York networks** WGSM— is the independent with the lowest cost per listener in the largest "Home Owner" market in the world — Nassau Suffolk Westchester-Fairfield, and New Haven counties. WGSM— rates are based on local value . . . yet the advertiser receives a bonus coverage of over 5,000,000 New York Metropolitan market dwellers— in Bronx, Queens, and Kings counties. Represented by Robert S. Keller Inc. *SRDS Consumer Markets (1954 1 "Hooper phia, AJtoona, Lancaster, Trenton, At lantie Citv. Camden and Wilmington. A staff of Inter-State fieldinen ((insultwith members on problems in\ol\ed in the marketing of milk, ranging from bow to check weights to running a Idl club. Special deductions from Inter-State's compensations to it members for theii milk are channeled into a special advertising fund. Inter-State members also are taxed to support two other public relationstype organizations. The fir-t is a national organization devoted to publicizing the dairj industry, the American Dair\ \ — >>< iation. The ADA uses radio, television and magazine advertising for it public service messages. It continuall) conducts research on the most effective means of promoting dairy products, makes this research available to members. Inter-State also has supported the Philadelphia Dairy Council for 34 years. The Council is an educational organization which promotes better nutrition through the use of dairv products. Representatives speak in schools and before women's clubs and other service organizations. * * * BAB CASE HISTORIES i Continued from page 35 I gratification. The -torv of Tidv House Products Companj is the storv of successful radio advertising. The two founders of the company are ex-radio people. Mr. Kapp being one of the reallv oldtimers in the business having held the original license for KSOO, Sioux Falls, and doing the engineering and securing the license for a radio station at Atlantic. Iowa, and also a station in Shenandoah. Iowa. He held every position in the operation of a radio station and served as general manager for P-> vears before resigning to devote his full time to the growing corporation he owned jointl) with Al Ramsey. \l had been in the commercial end ol radio for man) years, but had served as general manager of W \lM\ in Fairmont, \\ . \ a. before coming we-t. Actually, their going into business al all was more or less a tluke since the owner ■>! one ol the products which Was being advertised on the station developed ill health and was forced to 102 SPONSOR