Sponsor (Sept-Dec 1957)

Capsule case histories of successful local and regional radio campaigns RADIO RESULTS DRUG STORE SPONSOR: Jackson's Drug Store VGENCi : Direct Capsule case history: Results-getting radio advertising and alert merchandising can mean success for any business. This adage has been proven true for Jackson's Drug Store. In December of 1948, Wallace Jackson was introduced to radio advertising by the area's new station, KGYN. Eight years and 3,000 broadcasts later, he's still advertising on KGYN. The store's old 25-ft. front has been replaced with a beautiful new 100-ft. building and a branch prescription department has been added at one of the local clinics. For the 3,000th consecutive broadcast, Jackson's 40-minute live morning organ show Among my Souvenirs, was performed from the store. The crowds and the phone requests were so overwhelming in the town of Guymon and the entire surrounding area that another program was broadcast later that day, with equal audience response. Both Jackson and KGYN realize that the first 3,000 are only the beginning. KGYN, Oklahoma Citj PURCHASE: Program SOFT DRINK SPONSOR: Washington Coca-Cola AGENCY: Direct Capsule case history: After some months of disappointing advertising results, Washington Cola Cola decided to try radio advertising on independent specialty stations because (1) their music appealed to a large audience in the area and (2) they had a low cost-per-1,000. Coca Cola was able to purchase five specialty stations for the price of one network outlet. Count ry-andwestern music station WARL was given a substantial part I $2,244 i of the budget for a period of three months, to help increase sales in the metropolitan area. The first month hypoed 'Coke' sales 20' '< in the Silver Spring. Md.. area. 15' '< in the Alexandria, Va.. area, and 14% in the D. C. area. Consequently, the firm renewed for 52 weeks and have since realized a profit increase of up to 30' i over last year. \\ ith the inauguration of the second campaign. 'Coke' increased the number of stations used in the area, from the original four to 10. WARL, Arlington Y\ RCH\SF. : Announcements AUTOMOBILES SPONSOR: Coyer Motor Co. AGENCY: Direct Capsule case history: For 21 years, this Scranton Chrysler dealer has sponsored The Coyer Show, a musical presentation on WGBI, Sundays from 5:30 to 6:00 p.m. Nick Coyer reports WGBI has expanded his sales area to surli distant towns as Mount Pocono, Luzerne and Carbondale, which have their own Chrysler dealers. From a small beginning, Coyer has become one of the area's largest Chrj sler dealers. With 5(V ', of his ad budget in radio (the remainder is divided in print). Coyer and WGBI lia\e created many new slogans and promotion ideas. One of tlicm. "Coyarized Used Cars," has won strong public recognition. Indication of radio's good will: people constantly visit showroom to request numbers to be played. The auto agencj reports that radio advertising has been primariK responsible for their success in the area. Coyer says: "00' < of the cars sold have radios — and radio sells cars!" WGBI. Set inton I'l RCH VSE: 30 minutes SHOPPING CENTER SPONSOR: Lochwood Shopping AGENCY: Clarke, Dunagan & Capsule case history: What happens when a new, giant shopping center backs its opening day with 24-hours of onthe-spot radio coverage? The result is the biggest crowd ever gathered in Dallas except for the opening of the State Fair. Police estimated 103.000 shoppers turned out to see the center dedicated, to be entertained by an all-star line-u|>. and to visit Lochwood's 36 retail stores. KLIF placed a specially designed glass 'fishbowT broadcast booth at the shopping center for the 24-hour schedule. Beginning at 12:01 a.m.. its d.j."s did their regularly scheduled shows from the 'fishbowl." All commercial time during the <la\ was allocated to Lochwood's merchants. Bill Dunagan, of Clarke. Dunagan X Humnes. the agency, said: "Advertising the shopping center on KLIF made it one of the cit) greatest promotions in years. The full impact of 24 hours of radio put the Lochwood opening "over the top! KLIF, Dallas PI RCHASE: 24-hour schedull 60 SPONSOR 21 SEPTEMBER 195 1