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For a number of years Western Mineral used well-known enterta .> ocal point of al
of its advertising and promotion efforts. Seen is a display built around the famous Bing Crosby.
This is a sample of a typical 30second spot:
LOCAL ANNCR: Your ZONOLITE weather forecast: (LOCAL WEATHER FORECAST) .
E.T. ANNCR: Whether it's hot or cold outside, your house can be comfortable inside — if you insulate with ZONOLITE! Enjoy a cooler home in summer — save on fuel bills in winter! ZONOLITE BRAND VERMICULITE is permanent, fire-proof, easy to install yourself ! Costs as low as SIXTY-SEVEN SIXTY for the average home ! Insulate with ZONOLITE!
LOCAL ANNCR: See (DEALER'S NAME AND ADDRESS) about ZONOLITE FOR YOUR house !
1960 Campaign Plans
"When we kick off our fall 1960 campaign next September," Mr. Steiff says, "we are confident that our dealers will be using more radio than ever before. Much of this confidence is based on reports that come in to us. For example, when the Independent Lumber Co. in Sioux Falls, S. D., went on KSOO, it doubled its sales over the previous year. The Central Lumber Co., Stillwater, Minn., went on WAVN with a concentrated campaign of several spots a day, and sold more Zonolite in 10 days than it had ever sold in 12 months. Let me assure you that results of this kind do not go unnoticed by other dealers in our territory."
In describing "Western Mineral's plans for the new year, Mr. Steiff tells how thev intend to enlist the
aid ol ihe stations to get Zonolite dealers to continue with their radio activities. "Early this fall we are going to send a letter and a transcription of oiu new spot announcements. The letter will inlorm the station of dealers in its sales territory who have used radio, and suggest that they be contacted about their plans for 1960."
After 10 full years of experience with radio. Western Mineral Products has (ome to look upon the medium as a basic part of all its advertising and promotional activities. Radio's ability to permit the firm to blanket its territory, and still allow local distributors and dealers to pinpoint their markets, and mold the campaigns to their individual requirements, has proved to be a potent combination that is paying off at the cash register. • • •
U. S. RADIO
January 1960
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