Sponsor (July-Dec 1954)

3 Negro Radio results Higher-than-average Kpeacling by Negroes i'«»r "class" products can ho iiiriH'il to client's advantage tlirou$>li \vell-pl«mnecl Nr^ro Radio 0 .in the tremendous listenei loyaltA ..| Negro Radio's audiences l>e translated into sales results? The answer, 1>\ all indications, is s." From the mass ol material submitted li\ more than 12-") stations replying to sponsor's fourth annual surve) of Negro-appeal radio, editors chose these LS "sales case histories" presented below. They cover a wide range "I products and services, from pel food and Pet Milk to retail clothing and real estate. \iliiien anxious t<> check the effect of Negro Radio on product purchasing will do well to stud) these success stories. Thej -how that Negro listeners will readil) Inn ordinary household products when they've been recommended by a faxorite disk jockey, homemaker, newscaster or other Negro air personality. But the) also serve as proof that Negro listener cannot be pigeonholed as "lower income" consumers. As an executive of a Nashville Negro-appeal station pointed out while discussing Bales results produced bj his station: "The Negro toda\ spends more money on the so-ealled 'class' items on the Vmerican market than the average white citizen. He is constantl) seeking to find wa\s to better his Btation in life. He has a greater tendeiK \ to ward extravagance in the thing he buys because it gi\e him the oppor* tunit) to elevate himself into a j > « » — i tion of importance." Thus admen will find that the iti reported on in the ease histories helow hear price tags that go all the \\a\ Irom a few pennies for a can of evaporated milk to many thousands of dollars for a new car or an attractive house. Negro Radio sells them all. Go* ranges (WHAT, Philadelphia): Family Furniture Co.. a large Caloric Gas Range dealer in the Quaker City, recently had its accountants analyze advertising expendil | Mi More than 100 products of leading national and regional air advertisers are sold via NEGRO RADIO ACT-ON a PEP-T-KON AMERICAN BAKING APEX PRODUCTS AUNT JEMIMA PANCAKE FLOUR BALLANTINE BEER & ALE BAYER ASPIRIN BC HEADACHE REMEDY B. F. GOODRICH TIRES BLACK DRAUGHT BLATZ BEER BLUE JAY PRODUCTS BLUE PLATE FOOD BORDEN'S SILVER COW MILK BREAST O' CHICKEN TUNA BROMO-QUININE BUDWEISER BEER BUICK BUITONI FOODS BULL DOG MALT LIQUORS CALORIC STOVES CALUMET BAKING POWDER CAMEL CIGARETTES CARNATION EVAPORATED MILK CARDUI CHEER CHOOZ CHRYSLER CLOVERLEAF DRY MILK COCA-COLA COLGATE DENTAL CREAM CONTINENTAL BAKING CREOMULSION CRISCO DENTYNE CHEWING GUM DIXIE PEACH DOAN S PILLS DR PEPPER EX-LAX FALSTAFF BEER FEEN-A-MINT FLETCHER'S CASTORIA FOLGER'S COFFEE FORD FOUR-WAY COLD TABLETS GLEEM TOOTHPASTE GLOVER'S HAIR PRODUCTS GOLD MEDAL FLOUR GOODYEAR TIRES GULF OIL HUNT FOODS INT'L HARVESTER APPLIANCES ITALIAN-SWISS COLONY WINES JAX BEER JERIS HAIR TONIC JEWEL SHORTENING KELLOGG'S CORN FLAKES KROGER STORES LARIEUSE HAIR COLORING LA ROSA MACARONI LIPTON TEA LYDIA PINKHAM MAGIC CHEF RANGES MAINE SARDINE INDUSTRY MAXWELL HOUSE COFFEE McCORMICK'S TEA a SPICES NIAGARA STARCH N. MAID MARGARINE OCTAGON DETERGENT PAL BLADES PAN AM GAS PAPER-MATE PENS PEPSI-COLA PET EVAPORATED MILK PHILIP MORRIS CIGARETTES POWERHOUSE CANDY PREAM REAL-KILL RICELAND RICE RICHARDS WINE ROMAN CLEANSER BLEACH ROYAL CROWN HAIR DRESSING SAL HEPATICA SAYMAN SOAP SEVEN-UP 666 COLD REMEDY SSS TONIC SCHAEFER BEER SNYDER'S POTATO CHIPS SOUTHERN BELL TELEPHONE SPEED QUEEN RANGES STANBACK STAR KIST TUNA STRONGHEART DOG FOOD SULFUR-8 HAIR CONDITIONER SUPER SUDS SUNBEAM BREAD SUN OIL CORP. TAYSTEE BREAD TETLEY TEA TIDE TUBE ROSE SNUFF UNCLE BEN'S CONVERTED RICE U. S. ROYAL TIRE U. S TOBACCO PRODUCTS VASELINE HAIR TONIC WALKER'S AUSTEX CHILI WARD BAKING CO WHITE CROSS INSURANCE WILDROOT CREAM OIL WILSON FRESH MEATS WILSON BAKE RITE SHORTENING WONDER BREAD WRIGLEYS GUM I 52 SPONSOR