Sponsor (July-Dec 1954)

Free Bet \ i< es: mounting tires i"i customers, installing seal >"\ers, epair of bi< ycles for two years aftei purchase. rhe I'ulk of the Strauss ah i ampaign i in one-minute announcements. During the 1 1 1 — t week 01 two ol hea^ j saturation in a given area, th< announcementenerall) all transcribed. I atei "ii there are more live pitches I,, i spei ial sales and to tie in \\ iili local weather conditions i when ii snows, foi instan e, thej sell -now tires and . hains i . Some segments on local d.j. and news shows are also bought: Make Believe Ballroom, Klavin and Finch on \\ NEW, New York, and Ted Brown slum. Morning Vewsreel on WMGM, New York. Stations currentl) active on the Strauss schedule include WNEW; \\ \\/ and WELI, New Haven: \\i ( ( . Hartford: WFBL, WOLF, and \\ NDR, S\ racuse. During the summer and earlj fall, the roster also covered these stations: In New York State: \\ MGM, WOK. WINS. WMCA, New \<>,\,: WHLI, Hempstead, L. I.: \\ ROW, Uban) : WKNY, Kingston; WEOK, Poughkeepsie. In Connecti If you use TV film TV film service! Saves You Money, Worry and Mistakes! COMPLETE TV FILM SERVICE FOR PROGRAMS OR COMMERCIALS Shipping • Splicing • Routing, Scheduling, Print Control Records * Examination, Repair, Cleaning, Report on Print Condition • Storage Supplies, Equipment DED TV FILM SERVICE LOS ANGELES • NEW YORK 90-J N La Cirncga 630 Ninth Ave. BR 2-7825 JU 6-1030 FASTER, SAFER, LESS COSTLY... Because If* More Efficient! cut: \\ \ \B. Bridgeport; WBIS, Bristol; Wim. New Britain: WDRC. WGTH, Hartford; WSTC, Stamford. I hi make a total of 21 stations Strauss has used bo far. I In recent opening ol the s\ racuse super-store in November, represents the biggest air promotion Strauss has run to date. Previousl) they'd had a franchised -ton in that cit) that was not doin too well. So the) decided to build their biggest operation yet at a prominent intersection in Syracuse. Thej provided a parking space for 30 cars, and a special service area for 12 cars in which newly-bought tires can he mounted on cars. But to -tart at the beginning, Strausmade preparation for entering the section via radio some time hefore the store opening. The) studied the area first, came up with fart to use as a basis for their air campaign. Such a-: In Onondaga Counts, there are some 55.000 factor) workers. Biggest plant is General Electric. About 50'; of the people in the area are at work b) 8:00 a.m. — most of the factor) workers work between 7:00 a.m. and 3:00 p.m. The store's grand opening was -cheduled for 11 November. Strauss launched its saturation announcement campaign on the three S) racuse stations—WOLF. WFBL and W NDR— on o November, inundating the air with 500 the first week, allotting 350 per week for four to six weeks after that, with more emphasis around the pav periods. Based on the survey findings. the heaviest concentrations of announcements ran between 5:45 a.m. and 8:00 a.m.. the wake-up and ridingto-work period, and between 3 :00 and 5:30 p.m., the driving-home and before-dinner time. During the hulk of the day, they aimed announcements at the housewife at home on items other than auto accessories. Having been heralded by three days of heavy radio promotion, the opening itself on 11 November drew a heav) attendance. The Mayor of Syracuse was there to cut the official tape. Frankie Laine, met at the plane b) tv cameramen and new -paper reporters, wa ^uest of honor. W M)R broadcast an entire program emanating from the store. \ week previous to the opening, th('\ had run a "Mis Strauss Stores "l Syracuse" contest. The winner appeared at the opening and on the W \D1\ show a will a in conjunction with Strauss air announcements. Results clearl) indicate that it was worth all the fuss. Business at the Syracuse Btore i alread) at the $500, III 10 volume figure, which, a< < ording to President Strauss, u-uallv doesn't come about until a -tore ha been operating for three or more \eai-. The Product Services agenc) places Strauss Stores radio advertising only. 1 he corporation places its new-paper advertising direct. New -paper have been the mainstav of Strauss advertising all during the 25 vear of the chain's existence. In that time, it has placed some $10 million worth — in nothing less than full-page ad-. The new radio venture is actually not Strauss1 tn-t experience with air use, though it i bv far the most extensive. Three vears ago (during the 1051-52 season i . Straus sponsored Du Mont's Wrestling from Chicago on "Radio -still remains a powerful weapon for truth and for -ale throughout the United Slate-. Its demise wa predicted hut the patient ha demonstrated an uiiii-iiall> health; di-regard of its own funeral notices." F. KENNETH BEIRN President The Rioic Co. New York \\ Mil). New York, for 39 weeks. But it was not till early this vear, when Leonard Strauss became president of the firm, succeeding his father. I. M. Strauss (who is now chairman of the board i that the seed of a fullfledged campaign was planted. Leonard Strauss favored radio as a medium because of its fiexibilit) and because he felt that it could give the right saturation at the right price for Strauss. He put his head together with that of Product Services' 29-year-old president. Les L. Berskv. to trv and work out a means of retaining Straus present volume in the face of a shrinking market and of getting new business as well. The results you now know. The Straus Stores Corp. was founded in 1020 bv I. M. Straus-, -tailed as five retail auto accessor) -tore in New York Cit) that vear. It was the idea of a clean auto accessor) store to meet motorists' need rather than the often-dirt) or iirea-v gasoline station — that led Strauss to make this move. His objective was to develop a large national (bain of such store-. The stores have multiplied to the present 1<".(>. and the number promises to keep on STOW ins fa-t. * * * 110 SPONSOR