Sponsor (July-Dec 1954)

RADIO RESULTS FOR 1954 Listener foi/cifi y nt<><i»i.v vnlc.v Hybrid corn iced: / I ; » < < /. m>"/ /<;./<" contract u u*. placed on WBT, Charlotte's "Grady Colt Tin aywick & Traywick, big \esale groin dealers, to promote a supply of 5,000 bushels of hil>' orn. In eight weeks, at u cost of 11,184 the cam n hud exhausted the dealer's supply, Gross sales came to 150,600 or a sales cost pet bushel »i only 2ic. Reports WBT: "Traywick X Traywick have ordered 25,000 bushels of < <>rn seed fot tale next year, along with a farm radio contract mi WBT' Mail offers: 1n\ radio veteran know that its tmigh to persuade listeners to write to station, even fot free offers. But farm radio often upsets this rule. Recently II Ri I. Veu York's Phil Alamiii, hum director, made u number of offers. Results: 13,045 requests for free bulletins mi "Use »i Concrete on the Farm": 6,687 requests after 12 announcements offering Blue Coal thermometers for III X II Cool: 2.7 III orders nt $2.98 each by a fly spray offer: l.l lii requests I oi n paint .sample offered only once. Christmas promotion: In farm areas. Butter-Nut < offee stages an annual promotion, urging listeners ua farm radio to send in labels and keystrips so that coffee firm will semi Kmas gifts to homeless children. KM M.I. Grand Island. Nebraska (one of three "Town & Farm" air outlets) last season pulled a return nt 362.112. This uus an increase of some 47% over the 1952 figure and some 97% ocer the 1951 return. Station was one of the leaders in the Butter \ ut campaign. Sponsor used news shows aimed at farmer. Automotive: Research has shown farmers are choice customers for auto products. Results also show that farm-slanted radio shows will produce results for auto sponsors. On W1BX, Utica's "Farm & Home Show" featuring farm director Ed Slusarczyk, a group of five lord dealers landed scleral hundred run customers within a iOO-mile area. Goodyear Tires reported that it had gained monthly increases of some $2,000 in sales for an outlay of $110, with the majority of radio created pari hases being large unit sales. Farm machinery: In recent years, farmers have bought more power equipment to gain more efficiency which means more money and still mme power tools. Radio, and recently tv, has spurred this trend. A typical ■Illis-Chalincrs dealers reacted tliuslv to Mai Hansen's "Farm Reporter" show on Omaha's WOW-TV: "This program has brought quite a fete neic lares into mv place of business. If hen I call On a farmer rime that has a tv set, the job of selling has been made easier il he has been Hatching the program." Lightning protection: Farmers spend freely on items which irnprove then limncs md buildings. I . I . Baker & Sons, Rochester area dealer in lightning arrestors, found this Out with media test on IIII1M. Total tar m ml budget lias switched to farm radio. From March to June of this year, radio produced up to per month. The scon ; Jir, of leads were negative, 10% ■ immediate sa ..■/<■ in 'taliirc sale assured" categor \ . WCCO "RFD" Maynard Speece interviews pretty 4-H winner at Minnesota State Fair; Wayne Liles is farm editor of KOMA and Holstein cattle: llenr\ ( mil.lin, Ohio importer of Canadian Hoistem Kittle, recently t<>ld farm-appeal If KID: "Ife think your ' I in in Sale Program" is today's most direit adiertising for our Holstein (.attic. </\ ue aierage selling from 2,500 to 3.000 head each \ear." Client uses nearly 200 spot announcements per year, puts bull, ot ud dollars into farm broadcasting. If RFI) show sii/d ten top-quality COU s in one day, with first call coming within 15 minutes of the aiirimuu einent in farm-slanted program. Feed supplements: Hyson, Inc. is a daily quarter-hour sponsor in KM A, Shenandoah's "HID ')t>0'' program. In past three years, slum has helped boost sponsor's distribution and sales. The track record: In 1951, there were some seien dealers for Myzon in KM A area; in 1952, some 30 dealers; in 1953, some 45 dealers; in 1954, a total of 118. Monthly business in Myzon products in station's area has in i r eased from the 1951 figure of about $2,000 per month to $20,000. Show features Merrill Langfitt. Coal: Last fall, the Peel; Coal Company in Marshall, Missouri 'a town in the center of a rich farm area) aired a series of announcements on KM MO offering mal at a dollar -per -ton discount, FOB the mine. Farmers were urged to bring their i trucks, or to hire a hauler. Company soon sold twice as mam tons of mal {some 1,546) as they had the previous year uhen radio was not used. Firm is again using farm-appeal radio this year, and so far reports "immediate increase" in sales. Armour contest: To stimulate traffic in their cream-buying stations throughout the listening area of WHAS, Louisville, Armour (dreameries recently included a contest in their sponsorship of WHAS' early-morning "Farm News." Rules of the "Name-The-Calf" contest called for listeners to get entry blanks at the nearest Armour station, then mail them to the Armour plant in Louisville. Six-week score in this contest: a total of 33,500 responses from dairy farmers in Station WHAS area. Farm co-op group: Reported farm director Carl Herzman of Denver's KLZ: "During the time our daily 'Farm Reporter' show uas sponsored by the Consumers Cooperative Association, the manager in our area reported a 100% increase in membership and triple gross sales in CCA stores. He attributed a great deal of this increase to 'Farm Reporter's' ability to reach people." Station aims at both ranchers and farmers in its area, recently added a quarter-hour daily farm television show on its tv KLZ-TV. Purina chows: Purina has long been a leader in farm radio sponsorship. On II SOX, Knoxville, for example, Purina sponsors the early-morning (5:45 a.m.) "Farm Folks" show featuring farm director Cliff Allen. Survey of Purina dealers have shown that despite early hour, listening is high among farmers and results good. Majority of purchasers usually state that they have heard the farm shun, and ask lor some specific items it recommends. KWTV, Oklahoma City; Smiley Burnette. famous star of western films, guested recently on farm-appeal "Barn Dance" on WNAX. 54 SPONSOR