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5
REASONS
U II) )<>l
mi si i s/;
WLIB
TO SELL THE NEW YORK NEGRO MARKET
1. if LIB has more Negro listeners everj morning than an) other New ^ ork radio station — Network or Indie, i H LSE — May, L954)
2. WLId i the onl) New York station with studios in Harlem.
3. WLID powerful new trans
inillei ha improved cm era^e and reception to equal am .~>()-kw outlet.
4. WLIB broadcasts 32 exclusive Negro communit) news programs per week.
5. WLIB is the onl) N.Y. station lo win both 1954 Varieh Showmanagement \ward <m<l First Place in The Billboard's 1954 Merchandising Promotion ( ontest.
iK t used primarily bj Negroes. This
advertiser ran a test between two othei Savannah stations and ourselves.
"In this test they offered a four-leaf clover charm for each top from a tin o| -nulf. Seven announcements a week were run on one Btation, three announcements a week on another, and five announcements a week on WSAV. I he tot ran approximately four weekami \\>\\ pulled 375 responses — more than the combined response of the other two stations."
WSAV, incidentally, is a ~> kw. (full time i NBC Radio alliliate but airs more than 20' i of its schedule to the Negro audiences of this important Georgia market.
Retail clothing (WRAP, \orfolk): \\ id, over half a million \egroes living in it o.l mv. contour, WRAP has often rung up many overnight sales successes. But, as the station point out. "We are most proud of those successes which have been brought about over a period of time." Sample:
Liberal Credit Clothiers, a qualitv merchandise firm, has been using WRAP since the independent station opened. A nominal schedule of announcements is used on a \ ear round basis with added emphasis preceding Easter, Thanksgiving and Christmas. During these three periods, extra attention is given to adding new accounts to the store business roster.
"In an effort to gain these new accounts WRAP was used last year to oiler free ham at Paster. turke\ at Thanksgiving and a toy at Christmas to each new customer opening an account of $30 or more." manager Robert Lyons reported. "The budget set aside for these specific occasions amounted to a total of $1,000 to be used for spot announcements. Turkeys, bam and toys cosl an average "I about S3 each.
"As a result of this expenditure, Liberal Credit Clothiers opened slightly more than 1,500 new accounts during the three pre-holidaj period-. The majority have been enlarged since their inception.
Borden's (WANT, Richmond): 1
think our best success Story," reported Genera] Manager Richard Scheele, "is with Borden's Silver Cow Evaporated Milk. "Borden's, through ^M!. began a
For Negro Market Sales in
FORT WORTH-DALLAS
it's KWBC-970
Studios and offices in Ft. Worth and Dallas
Serving 300,000 Negroes with their music, thei: news, their religion, and directing its public service toward them.
Call Bill Rambeau!
Reach the ENTIRE
Central California Negro Market on ONE Station
with
Diversified
Programming
* Rhythm & Blues •k Spirituals
* Homemaking
* Sports
* Drama
* Religious
KWBR
1.000 watts 1.110 on your ilial
Represented l>\ FORJOl i < <>.. ISC
156
SPONSOR