U. S. Radio (Jan-Dec 1961)

CASE HISTORIES (Cont'd) to improve tobacco production and to advertise W inston Salem as a trading center. Upon the opening of the Winston-Salem tobacco market, daily remote broadcasts are arranged to cover all selling warehouses. Market information and a complete report on the day's activity is pro\ ided by Bryan Harper, sales supervisor. These programs are led to an additional six radio stations to reach all grou'ci s in the ( )ld bell market. The Winston-Salem Leaf Tobacco Market Committee feels that this is the most successful advertising it purchases because it sells the city not only as a tobacco market but also as a trading center. Breeders Association — Flic Heart of the Ozarks Hereford Breeders Association, a small advertiser, spent $18 on KUK) Springfield, Mo., to advertise its public sale. Two days prior to sale time, there was a blizzard. The advertiser called the station at 11:10 a.m. asking that it announce postponement of the sale. At noon, the association contacted all consignors and found that each had heard the spot over KWTO at 11:14 a.m. Auctioneer — Harris Wilcox, a farm auctioneer in western New York State, has used WHAM Rochester, N.Y., for many years to advertise his sales in the upstate area. The schedule usually includes three 1-minute announcements per auction with as many as three auctions being adver tised per week on Faun Director (ieorge I lael tier's County /'""' pingram between 5:."><> and 6:30 a.m. Repealed large turnouts and successful sales lioni listeners in both rural and urban areas offer coin inning proof of the radio buy. Sheller — Gravette Shelling Co. ran a one-week saturation campaign of 10 spots per day on k(.l'>\ Springfield, Mo., to appeal to farmers to sell their walnuts to it. Daily cost of the drive was $27.50. The company commented, "We've been running two hullers with double crews 17 hours a day ever since we got our program underway with you." Bank — The Marine Trust Co. of Western New York has been a regular participator on the WBEN Buffalo farm program conducted by Alden Fox, farm director, for over five years. Thomas Heard, senior vice president in charge of the bank's farm department, stated: "From comments made to us and surveys conducted, we know thai this program, heard between and 6 a.m., gets a fine reception throughout western New York. Al Fox does a grand job for us, not only as far as the program is concerned, but also because he attends many farm events throughout the area and has a wide personal acquaintanceship with farm people." Insurance — MFA Mutual in its advertising over KRGI Grand Island, Neb., offered red flags to those who wrote in for them during National Farm Safet) Week. As a iesuh of that one-week promotion, about 800 flags were sent out. The company regularly has a spot on the Mondaythrough-Saturday Bill McDonald show (6:30 to 6:45 a.m.) Feed — P. f. Oesterling & Son Inc. used a 10-day campaign on WISR Butler, Pa., to introduce its new dog food. Aboul 40 spots were used be tween the hours of 6 and 8 a.m. More than 000 inquiries were received in response to a free sample offer. There was also an increase in tonnage of more than 25 percent. Feed — Dannen Mills Co. lias been using three 10-niinute programs per week on KHOW Denver at a cost of $82.50 a week. In addition to the air activity, the station's farm director conducts field work for the sponsor. Dannen Mills has renewed for the second time. Bank — The First Federal Savings & Loan Association of Kalamazoo has used the WKZO noon-time program for over 15 years. During this time, the association has successfully inci eased the number of its rural customers. Milk Filters— Kendall Mills, which runs three spots a week at $11 each on WKTY La Crosse, Wis., asked farmers over a three-week period to send in two box tops of the Kendall brand for a box of filters. The mail pull was reportedly high with recpjests still coining in as long as three months later. • • • These People Capture Listeners! WGY offers advertisers a unique (for its area) opportunity to sell specific adult groups Montreal Through personality shows such as the "Martha Brooks Show" and "Farm Paper of the Air," WGY captures specific and mature audience groups in its market area: Northeastern New York and Western New England. This varied programming earns top listenership among all adulN— listeners who tpend the money for your products. With spots on WGY, you can pinpoint your sales message to individual buying groups (farmers, housewives, sports fans, many others) — an advantage no competing station offers. Varied programming makes WGY your best area buy for a class or mass message. For availabilities, contact the Henry I. Christal Co. or WGY, Schenectady, N. Y. 98m5 50,000 Watts • NBC Affiliate • 810 Kilocycles A GENERAL ELECTRIC STATION 32 U. S. RADIO • January 1961