Sponsor (1956)

Advertisement Million Give-Away Show! By John Pepper and Bert Ferguson A Quarter of a Billion Dollar Market is available in the Memphis Negro Trade Area! Naturally, the $250 Million Question is how YOU can get in on the cash award! Here's the answer. WDIA. WDIA's 50.000 watts and consistent top-ratings control — almost to monopoly — Negro consumer contact in this section of the South. Specialized Market There is. within WDIA's radius, a total of 1.237,686 Negroes! That's almost 10' (' of the entire Negro population of the United States! . . . concentrated in this trade area! Industry, moving South in its de=. centralization plan, utilizes these Negroes as labor, on a high wage scale. The?e Negroes will earn in excess of a quarter-billion dollars this year, and they will spend 80% of their income on commodities. They already buy, in the food field, nearlv 689? 0I all canned milk sold in Memphis . . . almost 65' i of all flour . . . over half of the mayor naise, coffee, bleaches. They pureliain drugs and allied products, almosl 55', of all deodorants, about 59', of all laxatives, more than 54% of all soap, half the chest rubs. In soft goods they buy at least 609? of all sweaters, more than 17', of the men's sox, also about 51', of the women's shoes. What is more, these Negroes bu\ not only in quantity, but in quality. Their new. affluent economic status inspires amibition to elevate their standard of living. They want quality merchandise— and tbe\r have the money to buy it. Realizing ibis need, WDlA is dominating the specialized Negro market with customized sales promotion for name brand merchandise, a-: Carter's I. It tit Liver Pills . . Blue Plate Foods . . .Arrid . . maxwell House Coffee . . Cheer . . Onteqa Flour. Does your brand belong in this group? Have you a product to place on this specialized market? Specialized Station WDIA can channel your sales messages directly to ready-made, loyal audiences . . . audiences who want to bin. if approached in a way suitable to their temperament. These Negroes are filled with pent-up desire for freedom of expression and opportunity to react to the basic selling invitation of their own leaders. WDIA provides both outlets. WDIA is a specialized station, operating — on all 50,000 watts — exclusively for Negroes. Programming is directed specifically to Negroes. Shows feature Negro talent only — announcers, MC's disc-jockeys, musicians, home economists, stars. As a consequence, listeners, with a quarter of a billion dollars to spend, feel that WDIA is their station. They respond to WDIA's Negro stars with racial pride — and they support products which their stars represent, with stout fidelity. WDIA contacts — and virtually controls — the largest market of its kind in the nation. Market Development Moreover, this market potential is just developing. As industry moves more and more rapidly to this section, Negroes become an increasingly strong, integral factor in the expanding economy. A multiplicity of businesses are thrusting upon the Negroes employment on an ever-growing scale. A larger number of Negroes work with greater regularity than at any period in the history of the South — and this is just the beginning. The South is swiftly changing from agrarian economy to industry. New occupations, new skills, constantly make new requirements and offer higher wages. As the Negroes learn new trades, they acquire new values, accept new responsibilities. This psychology manifests itself in an evolving social consciousness. As a group, the Memphis Negroes affiliate themselves more with civic, welfare, and fraternal organizations than at any time prior to this era. As individuals, the) seek to identify their personal habits as well us their standards of livinjj with those of their fellow white citizens. Therefore, the) bin products never used before b) Negroes in am volume — if at all. What is more important, the) are training their children to avail themselves of soaps, toothpaste, deodorants, face creams foods hitherto prohibited by price, and clothing that is new — not handeddown from white youngsters. They are educating their boys and girls to elevate their levels of living, to use more and better commodities. The establishment of your brand on the Memphis Negro market means present profits . . . plus an investment in future sales. Market Foundation The market foundation is, already, an instituted order. The population is permanent, and Negro finances are on a stable basis. Negroes are an important part of the changing structure of the South — and their capital a vital contribution to the welfare of the community. With its 50,000 watt power, its specialized job of programming directly to Negroes, and its influence through communis service for Negroes, WDIA can reach a larger number of these vital customers and sell more consumer goods than all other types of media combined! With its popularity and personalized -ale sWem. WDIA can offer you more opportunities for big money than a Give-Away Show. You ask the questions— WDIA furnishes the answers on how to win your share of a $250 Million market. Secure your advantages, now, in this rich and opportune market. Send your name and address, on your letterhead, today. We will mail to \ou irrefutable facts and figures, along with your hound copy of, "The Story of WDIA!" W I )l \ i> represented national!) b) John K. Pearson Compam . -^> ]OHN~PEPPER, Pi BERT FERGUSON, General rZTt r /JOHN PEPPER, President Manager eYK^^-^J HAROLD II ALKER, Commercial Manager SPONSOR 29 DECEMBER 1956 17