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report from representatives
Consumer Sales Potential of Farmer Seen as Missing Link in Ad Strategy
Agency and advertiser executives have been alerted to a niissing link in their strategy to reach and sell today's generally prosperous farmer. At the spring-sunnner meeting ot the National Association of Tv 8; Radio Farm Directors, ad folk were urged to take a look — perhaps for their first time — at the consmner sales potential of the farm market.
And according to a new presentation sponsored by many of the leading representative firms called, "Make the liig Reach Even Bigger," spot is the most logical way to sell farmers consiuner goods and services in addition to farm products.
'I1ie meeting, held at the StatlerHilton Hotel in New York June 17 to 20, was sponsored by many of the largest station representative firms.
"What makes the farm market — l)<)th the producer and consumer market — so logical for spot broadcasting is that while agriculture may be national, farming, by its very natiue, is a local proposition," say the firms. (See The CJmnge Doivn un the Farm, June 1959.)
Statistics from the Department of Agriculture show that farm operators in 1956 spent slightly more than $22 billion on farm supplies, and similarly, as consumers, spent dose to -tiiK) billion in 1955 on family living expenditures. Since farm gross income has increased steadily, farm families start to live better, and "become better prospects for the kind of consumer goods people advertise and sell."
The presentation gave Pulse fig
ures on radio set ownership, which show that 98.9 percent of farm families own one or more sets, 79. .H percent own two or more, 45.6 percent own three <jr more, and 21.5 percent own four or more.
A Pulse study for Radio Advertising Bureau indicates that the average radio listening of a farm family is 261/2 hours a week.
Representatives emphasized that spot broadcasting on radio enables the advertiser to pinpoint his market more accurately than is possible with national or regional editions of general and lann magazines. They cited figures compiled by the Leo liurnett Co. agency which show that while the average radio cost per thousand people is 95 cents, daytime tv is $1.05, evening tv, $1.42, and newspapers, $10.79.
The representatives conclude that spot is the business arm of the "big reach" in advertising, which advocates that to sell the total market, plan the advertising to reach all the people. "To make the big reach even bigger, we say get into new time periods ... go after the farm families." • • •
T89I
BIGGEST SALES IN 51 YEARS
"Had second largest week and largest single day of selling in 51 year history . . . thanks to WOWO."
SOUDERS HOME FURNITURE STORE Grail], Indiana
HpRSEMIAT .
J2/.35
100% SALES INCREASE!
"Our sales and distribiUion increased
from J,2'/c to 88 Vc through WOWO spots."
EVANS INDUSTRIES (Better Bite Dog Food)
MERCHANTS DOUBLED BUSINES
'WOWO's enormous coverage broiig in enough new out-of-town prospects for our merchants to double their business."
CHAMBER OF COMMERCE Decatur, Indiana
NO SELLING CAMPAIGN IS COMPLETE WITHOUT THE ^^^(c: STAT
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