Sponsor (Jan-June 1954)

UflMJlfth SENOR ifjjh HOOPER! We've been told your recent Hooper-rating says KIFN has many English-speaking listeners, too! Of -ourse, we knew KIFN was reaching 85,000 Spanish-Speaking people . . . but iT was a happy surprise to learn that KIFN's good programs and lilting, toetapping music have such a big English-speaking audience, too! A "bonus audience" our advertisers get "for free" ! This "bonus audience" we dedicate to our honored friends, our rosier of clients! Si, Senor Businessman . . . your advertising over KIFN should now be still more profitable! Your sales message wil' be reaching a wider more varied group o potential customers You'll share in a better than-S20,000,000 market by using KIFN Central Arizona's only ful time Spanish-language station! ASK THOSE YANQUIS ABOUT KIFN! NATIONAL TIME HARLAN G. OAKES SALES AND ASSOCIATES 17 E 42nd St 672 Lafayette New York, Park Place New York Los Angeles, Calif KIFM 860 Kilocycles • 1000 Watts REACHING, PHOENIX AND ALL OF CENTRAL ARIZONA radio stations because we believed in the medium and we believe in it today. We do not use. nor have we ever used, radio on a short-term basis. Our contracts are 52-week contracts and when we find a Btation thai h ill do tinkind of supporting job ne feel is uecessar) t<> establish and develop our program, we dun i change. ^ mi might be interested to know that the first Btation \\f ever had on our list is Mill on the li-i I I years later. We believe that llii continuit) of our advertising is a pari of the answei i" whatever marketing success we have achieved. Tlii< personalis type of selling which we use is dependent in large measure on the personalities selected. We have two of the best women in radio and I make no exceptions. . . . We also have used with some success local personalities on radio stations which have established themselves and have built their own audience over a period of years. \\ e also use and have used quite successfully newscasts. We are inclined to make personal friends of all people who handle our commercial copy and give them a complete fill in on our products and what they do. We believe it is as true of radio sales people as of any salesman that if they don't know their product, they can't sell. Now I would like to take you to task somewhat for your failure as a group to keep abreast of the change in marketing which has come about in food store merchandising. \ou are nol doing \our medium a bit of good among the influential people in the grocery business when \ou fail to call | on them personally to tell them your story and to demonstrate the successes you have in their field. Believe me. gentlemen, the newspapers are in there even daj selling their successes to the men w ho count in the large chain operations and the cooperatives. I am in a unique position in that I can make sales < alls on all of our accountand talk with the buyers in their own language. Whenever I go into a market, m\ lii-t contacts are with the buyers, merchandising men and advertising men of the outstanding food outlets in that market. 1 continue these conta< ts bei ause I can learn more from ihf bincr and the merchandising men about a market than I can learn from talking with media people THE CLOVERLEAF STATION MONTEREY SALINAS SANTA CRUZ WATSONVILLE ■ BUY FAST GROWING MARKETS SERVING 300,000 LISTENERS 5000 WATT f i SALINAS CALIFORNIA REPRESENTED BY WEED & CO. 106 SPONSOR