Sponsor (July-Dec 1954)

Record Details:

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KALI 5000 watts sells mare in THE NEGRO MARKET for LOS ANGELES COUNTY with BROTHER CLARENCE WELSH 7:30-8:00.. am ll:30..am-2:00.pm Monday, .thru.. Saturday 4:00-4:30. pm Sundays for THE SPANISH MARKET in LOS ANGELES COUNTY a Variety of Spanish Shows Eight hours per day KALI 1430. Kc Pasadena & Los Angeles RYAN 1-7148 Represented by. Harlan G. Oakes & Assoc. one of the top 10 dealers of the year. "They have just won another district sales contest. They spend aboul half of their total GE advertising hudget on KGBC and a large share of that is in Negro programing." Upholstering ( W S I », Baltimore): Negro market consultants have often pointed out that Negroes, who do not have access in the South to as much out-of-home entertainment as white Southerners, will often concentrate on improving their homes, in which much entertaining is done. This pride in home furnishing can often be turned to an advertiser's advantage. A consistent advertiser on WSID is the Bond Upholstering Co. of Baltimore. Wrote Morton Levinstein of the A.W.L. ad agency recently to the station, one of the seven Negro-appeal UBC outlets: "Although Bond is, and has been on many stations in many cities, their cost-per-call is just about the lowest <>f all on WSID. This is an account which must get direct, immediate results from its advertising. For that reason, Bond has been on your station, without interruption, since their beginning. I've always found your audience very responsive." Beverages (W M B M, Miami Beaeh): In a market which consumes plenty of bottled beverages, competition is understandably brisk. Negro radio in such cases can do much to boost sales. Reported WMBM: "7-Up, through their Miami distributor, purchased a series of football broadcasts in 1953 and then followed it up with a spot campaign on WMBM. Prior to the campaign, 7-Up did not rank among the top three beverages in the Negro market. They now rank number one. "Schaefer Beer has consistently used four so-called 'white' stations in Miami, while using WMBM to spread their sales story to the South Florida Negro audiences. Negro sales of Schaefer Beer have shown a greater increase than sales to white consumers." Snuff (WSAV, Savannah): Commercial Manager Don Jones told SPONSOR: "One of our outstanding success stories for advertisers beaming to the Negro market is that of a snuff prod WE PIONEERED IN NEGRO RADIO IN South Carolina FIRST In Negro Artists FIRST In Negro Programming FIRST In Ratings FIRST In Results! 730 kc — 1,000 W WPAL IN CHARLESTON SOUTH CAROLINA FORJOE & CO. or DORA-CLAYTON Can Tell the Whole Story ••••••• #•••••••••••••••••• 20 SEPTEMBER 1954 155