U. S. Radio (Jan-Dec 1960)

HOMETOWN, U. S. A. radio li CAR DEALER State Pontiac staged an all-night sales marathon directly from its showroom on WCOJ West Chester, Pa. Using a station personality, the dealer broadcast from 9 p.m. Friday to 6 a.m. Saturday. This was followed with a one-hour program from 11 a.m. to noon, and another segment from 9 p.m. to midnight. According to the station, the radio campaign produced 23 automobile sales that weekend. I SHOPPING CENTER * MFA Exchange, a large shopping center, sponsored a recent Radio Appreciation Day promotion by increasing its schedule over KMMO Marshall, Mo., from a daily 15-minute program to 30 one-minute spots and three five-minute shows. Object of the promotion was to have MFA patrons meet the station's personalities. Despite icy road conditions, the station reports, over 750 people responded to the campaign. I I I DCCD rtlCTDIDIITr\D I BEER DISTRIBUTOR In an effort to move out of its next to last position in the Negro market, Pfeiffer Beer placed an eight-week campaign on WCHB Detroit. Using 360 seven-second spots a week, the cost of the campaign was $800 a week. At the end of the two-month effort, the station reports that Pfeiffer Beer had moved from next to last to first place in sales. I USED CAR DEALER East End Sales & Service, a regular newspaper user, decided to spend its entire monthly ad budget on spots over CHLO St. Thomas, Canada, as a test of radio's effectiveness. According to the station, despite the worst winter weather in years, the dealer sold 19 more cars than during the same period the year before. As a result of the campaign, the dealer has decided to spend $700 a month on radio for the rest of the year. Whether she's-wife-mother-or daughter -every home has at least one and not since good Queen Bess has she wielded such power. The household -her kingdom, her scepter, your checkbook. These Queens have become the country's main purchasing agents, spending or influencing the spending of 84% of the country's retail spendable income. She controls well over 60% of the nation's wealth ... and over 35 million belong to a clubincluding school and church organizations. This club activity is their window on the world in general and their own community in particular. Aggressive -determined and loyal, they're waiting right now to be top salesmen and merchandisers for you and for your Station's clients through CCA. Three ladies is a good hand. Multiply by several thousand and you'll win every deal, if you put your money on clubs! Community Club Awards, 20 East 46th Street, New York 17, N. Y. There are four other cards in this hand... giving your station an unbeatable combination of public service and promotion'. See us at the convention for the full story. SUITE 2106 Conrad Hilton Hotel U. S. RADIO April 1960 91