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BOTH PRODUCTS AND STORES ARE TURNING TO RADIO
Paul S. Willis, r, president of Grocery Manufacturers of America, foresees U. S. food business of $105 million in 1970. With him is Carl Shaver, president, International Supermarkets, with whom lie discusses upcoming international food fair.
"Talk personalities," both local and network, are used by many products in their radio efforts. Here Richard Herrle, r, brand manager for Nestle Decaf, talks food retailing with CBS Radio star Garry Moore.
The fault is partly radio's lor too often concentrating its pitches at the national advertiser level before first selling itself to the local food retailers. The rest of the blame rests with the advertisers who too often are torn between an "ancestor worship" of newsprint or a complete surrender to the blandishments of television.
At any event, two recent developments hopefully point to a better future for radio in the food adverlising field:
• In New York City, an agency specializing in both supermarkets and in packaged food products and which for its 17 years has put most billing in newspapers, is now switching the major share of its $8 million billings to radio.
• In New Haven, a research institute turned up the rather astonishing fact that children and teenagers (although they are the chief consumers of the heavily tv-promoted breakfast cereals) show practically no awareness of cereals' value for health —an indication that television may be a little stronger in glamour for the advertiser than in communication to the public.
The New York shop that is leading nine of its food product and supermarket chain clients into radio is the Co-Ordinated Marketing Agency, Inc., of 575 Lexington Ave. (See first page of this report.)
The move is by no means a haphazard one; it is based on the successful results of a series of radio tests conducted last summer by the agency in New Jersey, New York and Connecticut markets. Safeway Stores, one of the agency's supermarket chain clients, reports a 20% increase in sales volume since it has gone into radio.
The other Co-Ordinated Marketing food clients who are about to join Safeway in saturation radio along the East coast are Dugan Brothers Bakers, Daitch-Shopwell supermarkets, Dorman Endicot cheese, Treat potato chips, Ehlers coffee, Aunt Millie's sauces, Joyva Food Corp. and French-import Bon Bel cheese.
Behind the switch to radio is the conviction (and the proof) that image-stressing is the key to success
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U. S. RADIO/August 1961