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► POINT
OF
RETURN
IN THE VAST
NEGRO MARKET OF CENTRAL TEXAS
KTXN
PROVES:
► An exclusive "Listening Franchise"!
► Consumer Acceptance in 207 Retail Markets!
► Cooperation of Wholesalers and Retailers!
► Active assistance by our experienced Merchandising Staff!
► Our guarantee of serving ONLY ONE ADVERTISER OF A KIND!
we KNOW we BLANKET
THE NEGRO MARKET OF CENTRAL TEXAS
KTXN
AUSTIN, TEXAS ► ►►►►►
National Ii< prest ntativi
RICHARD O'CONNELL
NEW YORK
LOS ANGELES • SAN FRANCISCO
20 SEPTEMBER 1954
NEGRO RESULTS
(Continued from page 53)
slated they could have sold out the first week if the down payment had been modified.
"Si xt \ percent of the tract visitors said they had heard about the homes through the Joe Adams Show. '
Various (tiff OK. rVew Orleans):
"It is impossible for an\ product to attain leadership in the Gulf Coast area without the Negro market," the president of the four-station OK Group, Jules J. Paglin, told sponsor. Paglin cites these examples:
"A dog food brand came into the New Orleans market and sought to gain distribution through the use of a large network station and \\ BOK, using a divided budget. In about nine months thev had reached the number one spot in the market.
"A canned milk company with a program of jive d.j. music sought to gain leadership in the local market and reached that goal only after making a determined pitch to the Negro audience.
"On a promotion for used cars using a special appeal, a dealer sold $40,000 worth of used cars in one week pitching at the low income market — and his greatest success was in the Negro market."
Carnation Milk (KTXN, Austin):
Like many stations in the Southwest, KTXN has been programing successfully since 1949 to the Negro and Mexican segments in the air audience. Together, these two groups comprise some 36.15% of the total population within reach of the station, manager Frank Stewart reported.
"Erwin, Wasey of Los Angeles bought both Negro and Spanish quarter hours across the board in 1951, at a time when Carnation Evaporated Milk sales were extremelv low. By the spring of 1954. Carnation enjoyed more than 51 '.'< of all canned milk sales in the greater Austin area. The\ cancelled their schedule in order to re-allocate much-needed monies for other markets. We are the fair-haired boys at Erwin, Wasey: but we worked ourselves out of a job!"
Margarine (KWBC, Ft. Worth):
It's long been axiomatic that Negro consumers will go all-out to buy the
KFVD
TOPS!
IN
SOUTHERN CALIFORNIA
PULSE NEGRO SURVEY
For 3 solid hours from 1 to 4 in the afternoon — Quarter hour by Quarter hour, Monday through Saturday, KFVD is No. 1 in the Southern California Negro Home. (Estimated 350,000 Population)
COMMANDING
Over 55% More Listeners Than the Leading Network Station!
COMMANDING
More Listeners Than the Next Two Leading Independent Stations Combined!
HUNTER HANCOCK'S
"HARLEMATINEE"
Is A "Must" To Sell This Market!
For Details, Contact KFVD, Los
Angeles 5, California
Represented by
Joseph Hershey McCillvra
Chicago New York
Los Angeles San Francisco
153