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Farm directors prepare their own copy from background material furnished by C&W. They exercise almost complete autonomy in promotion, copy and sales contacts. Here John McDonald, RFD for WSM Nashville, gives commercial during one of Cyanamid's three weekly programs.
How C&W Selects Farm Directors
1. Does the RFD work for a qualified station? (Ability to reach a sizable farm listenership) .
2. Agency man must have met RFD personally.
3. Is he a member of the National Association of Television and Radio Farm Directors?
4. How active is the RFD in the NATRFD?
5. Airchecks of programs taken periodically.
6. Does station management have an active interest in farm programming?
7. Which geographic region is the RFD from?
(Farm areas in order of importance: Midwest, Northeast, Southwest, Southeast and West.)
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interview is used for a testimonial commercial.
"This approach gives the station's farm directoi standards commensurate with his position and gives the advertising the benefit of the farm director's experience. He can, and does, contribute a helpful editorial background to the commercials," according to Newman F. MacElroy, agency media director.
As an example of a farm director's activities in promoting American Cyanamid, here is part of a report from Chuck Muller, farm director at KOA Denver:
"Got together with Cyanamid's animal feed salesman, Rex McCullough, and developed special Western flavored commercials for Aureomycin in beef feeds.
"Imprinted Aureomycin Radio Network promotional material distributed to feed mills, faun stores and druggists in Colorado, Wyoming and Northern New Mexico.
"Learned that a prominent feed( i lareeder featured in our Aureomycin testimonial commercials was showing at the Colorado State Fair. Invited listeners to stop by his show pens, view his cattle and find out face-to-face just what this cattleman thinks of Aureomycin.
"Visited with Cyanamid sales and technical people at the American Veterinary Medical Association Convention in Denver."
Typical Commercial
Here is one of the commercials that Mr. Muller prepared for American Cyanamid. It shows the advantage a local farm director has in knowing his territory and being able to personalize his commercials.
You've often heard us say that cattle fed a ration containing Aureomycin, that powerful broad spectrum antibiotic made by American Cyanamid Company, stay healthier and produce low cost gains at every stage of life. More and more Western ranchers are learning about the advantages of feeding Aureomycin every day. But if you want to hear a real success story, talk
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U. S. RADIO • January 1961