Variety (Aug 1939)

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Wednesday, August 2, 1939 VARIETY 39 EiGHf Million ^ MOST BE WGHTi ... and 350,000 grocers agree, when the NBC "i^HuC^ helps Canada Dry increase sales 23% America wakes up on Tuesdays...the night •when "Information Pleases.'' It was back in May, 1938, that "Informalion Please" was first heard as a sustaining program over the Bhie Network. Alert critics hailed it with de- light; fan mail soared; but radio critics—while admit- ting its entertainment value — labelled the program "too highbrow for commercial use." Fortunately for millions of listeners, Canada Dry thought otherwise and so November 15,1938, saw "Information Please'* make its bow as a sponsored show. Big Boy Blue Blows! Starting with a chain of 43 stations, Canada Dry found results so favorable tliat the list was increased to 59 sta- tions within six months. Here was another program that swiftly demonstrated the selling power of the Blue Net\s'ork, During the first seven months of the program Canada Dry sales averaged a 9.2% increase over tlie year before, while general grocery sales decreased 3.5%. For May, 1939 (latest figures on hand), sales of Canada Diy products showed a 23% gain o\er May, 1938! No wonder that Big Boy Blue is blowing his horn so vigorously! Give yourself something to crow about Coming in the mail isyour copy of "America Wakes Up on Tuesdays," the complete suc<;ess story of Canada Dry's "Informa- tion Please." Watch for it! Tlie same great national medium that put the sparkle in Canada Dry sales is available to you in the NBC BlueNetwork. Its stations aresostratcgically located that tliey are able to deliver your program to 95% of all the major market radio families of the country — not to mention the cream of the smalltown and rural audience. And if coverage like that doesn't bowl you over, you'll be absolutely ovenvhelmed when you find out how little it costs to put Big Boy Blue to work for you. A flick of the forefinger on the phone will bring an NBC repre- sentative with the whole story (and a contract, too). ...BOt of.lj DldJIcbrowf, bnt ***ll-broH«- |ud€ ^ the Dliir. wild iti prograrat lhat rc«cfi Trotn 'I iiprADiflA Co I'm F«a AJIe^. horn Slukc«pc«rc lo bkiu. NBC Network NATIONAL BROADCASTING COMPANY lA RADIO CORPORATION OF AMERICA SERVICE