Sponsor (July-Dec 1954)

PITTSBURGH'S NEGRO PROGRAMMING STATION MARY DEE Since 1948 Mary Dee has been waking Pittsburgh Negroes up with her 7-8::5() A.M. Disc Show and helping them through the afternoon with music from 2:15-4:30. Mai Goode presents 15 minutes ol Negro slanted news and spoils lour times daily. S \.\|.. ;; P.M., I P.M. and <):l". P.M. CALL F O R J O E Pittsburgh's NECRO STATION 860 kc verj besl quality of an item the) can pun base readil) . \ good example was provided this spring in < <»iun-< lion u idi a promotion done l>\ Cloverbloom "99 Margarine in Fori Worth. Willi .i genera] grocer) price war on in Fort Worth and a Blowing market on margarine, Cloverbloom bought a dail) segment of a KWBC d.j. -how featuring Jerr) Thomas. Interviews were conducted in -lore b) Thomas, who awarded prizes of a pound of margarine to those who had the product in their shopping baskets. Cloverbloom was up against plent) of price rivalr) : "99" Margarine sells loi 33c a pound (it is a < hurned margarine) \-. about 16c a pound for others. Result of the campaign : Sale -hoi up in 17 out of 22 grocerv store-. \nd some gains were as high as 300' , . Household bleach (WSOK, \ash vitlv): About a \ear ago. a regional brand of household bleach, Roman Cleanser, was launched in Nashville. The competition was stiff: Clorox and Purex were the brands which dominated the Negro community : Reported WSOK's Norman Stewart: " \fter onl) three month it attained the rank of third place in the Negro segment of the Nashville market. Its share of the market was 189? as indicated h\ the station's regular pantry surve\ . This position was attained despite the fact that competitors ran heavy newspaper -ehedules in the two dailies in Nashville. The expenditure was approximatel) $50 per week. "'The account executive had this to -a\ after using the station for about a year: 'If I ever have to cut m\ hudget in Nashville, III cancel everything hut WSOK. They're reall) doing a job for . .. u . Pel Mills (UfVK. KnoxvUle): I hi Mid-South outlet i one of the I") stations affiliated with the National Negro Network. Reported Owner-Manager James \. Dick: "We are current!) running the serial Rub) I alentine. \ you know. Pel Milk and Philip Morris have alternate days on the five-day, L5-minute serial. Short!) after this program started, the lo<al -ale representative for Pel Milk . . . dropped into m) office to report that hi compan) was realizing an excellent increase in -ales. "Besides his own -ale figure |. substantiate the increase, he reported that grocer) store managers and owni i ( xpressed amazement at tin -ult this program was delivering." (iH uppliunevs iK«./(( . fialventon): Jim Bradner Jr.. owner-manager of KOBC. told tin -ale su stor) to sponsor: "One out of ever) four families in the nine-count) KGBC area i a V family. In all some 249.341 Negi live in this market area. One intei ing thing about this particular N< market is the fact that Negroes are on the average, much higher paid than Negroes in an) other Southern market. ''l.ocalU. Schreiher \ Miller Furniture Co. has used our Negro programing, along with other programing the station, for over four vears. sin<c beginning this advertising the) I won ever) Genera] Electric -ale contest in their district, which include! stores in Houston, Port Arthur. Beaumont. San Antonio, Corpus Ch and Lake Charles. In 1952 the\ .-. ■ The only station in the rich KANSAS CITY metropolitan market... /->. o °0<t\ ...beamed exclusively to KANSAS CITY'S 118,000 J Negro Market II / KPRS 1( KANSAS CITY, MO. Represented Nationally by JOSEPH HER SHE Y McGILLVRA, INC. 154 SPONSOR