Sponsor (1956)

market areas (Tennessee and Kentu< k\ i which support poultry raising. As Reynolds and Purina dealers build acceptance, Reynolds moves to new poultry areas with its introductory radio campaign. The next most likeh states to follow are: Maryland, Arkansas, North Carolina, Pennsylvania, Georgia and Texas. As the radio schedule grows, Reynolds envisions expanding advertising appropriations in all media. As the aluminum industry grows, so will Reynolds, says B<>\ le. Reynolds Wrap, after its five years of tv advertising, now far outsells its nearest competitor, says Account Executive Strom. Even though the market for the foil has expanded tremendously, the number of companies manufacturing the product is dwindling and Reynolds gets an ever bigger market share. Shortly after World War II, and within two or three years after Reynolds Wrap came on the market, more than 40 companies were making household foil. Today, the market has narrowed down to about 15 — and only four companies get any significant share of the total consumption. '"But the most unusual factor in the history of our wrap is that it took such a short time to gain consumer acceptance and national distribution. Reynolds isn't like P&G, for example, which already has its trade and dealer contacts fully developed before it introduces a new product. Reynolds didn't know a thing about food store distribution, and it had no trade contacts. Yet Reynolds Wrap was launched and accepted completely in a very short time, and with a relatively small amount of money. "I don't think this ever happened in the grocery field before, and it certainly never happened with a company which didn't spend tens of millions of dollars in launching a new line. As a matter of fact, some big companies figure it will take them 20 years to get a product really solidly established." That first tv campaign was launched by David P. Reynolds and by David F. Beard, general director of advertising . Beard today concentrates on overall ad strategy and non-broadcast media, with Boyle handling all radio and tv matters. Jack Boyle has a background in both media. He worked in tv in the "pioneer" days of 1946, traveling with an RCA demonstration unit out of Cam den. He conducted closed circuit tv shows and demonstrations in major markets as soon as tv stations were authorized for them, and he introduced the public to tv wonders which were soon to be. After two years of the peripatetic life, he settled down in Louisville as director of television for Station WAVE, which had just taken the air. He remained there four years, and in 1952 went with Reynolds Metals in his present capacity. He quotes two unbiased sources for a commentary on the accomplishments of Reynolds and it> l\ ad pro gram in behalf of die entire industry. Business Week said R< , nobis Metals should be credited with "one of the most masterful jobs in post-war marketing." And one time when Boyle was attending a business luncheon, the guest speaker was director of public relations for Kaiser Aluminum. "He said simply that Reynolds' introduction of aluminum foil into the home, and its advertising of aluminum advantages, had done a tremendous job for the entire aluminum industry." * * * \ \ We're proud as Roger Williams . . . crowing like a Rhode Island Red, because now we arc two. And you, you're "right on cue" whether it's in Akron, Ohio or Providence, Rhode Island. You're right with our music and out news. You're right with our solid policy of local programming, local service and warm interest in each community — Tiretown, U. S. A., and rich, little Rhody's capitol city. Wcue Wice 1150 ""— -^_ ON YOUR RADIO ^v AKRON, OHIO NATIONAL REP. -JOHN E. PEARSON CO. ■ TIM ELLIOT, PRESIDENTa^ii^H^^ 1290 ON YOUR RADIO PROVIDENCE, RHODE ISLAND NATIONAL REP. JOHN E. PEARSON CO. \ \ y -- FCC opprovol 23 JULY 1956 105