U. S. Radio (Jan-Dec 1959)

I I ! SUPERMARKET ' Schulenbergs Fairway Super Market in Wells, Minn., used 35 announcements over KATE Albert Lea in a one-day promotion of its "crazy sale" kicking off Jet Trading Stamps. One hour of the three-hour sale consisted of a remote from the store, and during this time, reports KATE, the store ran out of the leaders used in its radio advertising. In the one hour, 500 loaves of bread were sold in addition to 600 bags of sugar and 60 boxes of chocolate bars. f—— — — — — — — — N I I AUTO DEALER Airway Motors of Rensselaer, N. Y. , turned to WPTR Albany in an effort to sell 106 (its entire stock) of 1959 Plymouth automobiles. At the urging of the station, the auto agency, a regular sponsor, increased its spot schedule to 100 per week and cancelled all other forms of advertising entirely, according to WPTR. The agency purchased the station's "personality package" which gave it spots scheduled equally over all time periods, 24 hours a day. Using ad-lib personal endorsements in the spot announcements, the agency sold its entire stock of 106 cars plus many higher priced cars in 10 days. WPTR states that Airway is now continuing the 100 spot per week package. I I ' APPLIANCE STORE ' Barr Appliance Centre in London, Ont., ran a two and [ one-half week grand opening campaign over CFPL fea [ turing General Electric appliances, in particular. I The promotion — with the first five days consisting I of a teaser campaign — used 10 one-minute spots per j day over CFPL. The station reports that the appli I ance store sold 15 refrigerator-freezer combination I units in the first 10 days using only radio adver I tising. The store is now on a yearly contract for I regular advertising, according to CFPL. j SPORTING GOODS ' The Winston Sales Co. of Chicago used the Sports Notebook program starring Don Klein over KCBS San Francisco to promote its fishing kit. The campaign ran for three days and offered the kit for $8.98. The company stated that 150 responses would make the buy very successful, and KCBS states that in just three programs, it received over 185 requests. The station points out that Winston is now in its second renewal and the total responses have reached 330. How to Open Purses KHOW (mows how. Firif, hove o large, responsive, adult-minded audience /isfening. KHOW has it! Then, deliver each commercial message with the kind of honest enthusiasm and conviction that open minds... and purses. KHOW does it! Ditcever how KHOW can serve you. Call Peteri, Griffin, Woodward, Inc., National Represenlativ*. K H O W RADIO •630 rar* S.OOO watts 'DENVER SINCE 1923. THE RADIO VOICE OF DENVER GOOD WILL BUILDER In a letter to I'hil Peterson, Eastern Di\ision Manager of Community Club Services, Inc., Mr. Joseph \. Pinna, Manager of Radio Station WUSJ in Lockport, New York, k wrote: "Our first p CC.\ Campaign w;f; "i a huge success. Tlu J sponsors were vcrv \ happy and 99^,' an unbelievable iig ure — have commit { led themselves for our next campaign, which will begin lebruary 1, 1960. In the soft drink latcgorv, more than three-quarters of a Joseph A. Pinna ton of bottle caps were turned in by the club women participating. One club received awards totaling as high as S620 during the first campaign. The good will created by ^V'L'SJ and CC.-V sponsors with women's organizations in our market cannot be measured in dollars and cents." COMMUNITY CLUB AWARDS 20 E. 46th S+reef New York 17, N. Y. Phone: MU 7-4466 V. 5. RADIO • November 1959 51