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Digital ID
ent000948-074
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I agree.?? z ?? COLE FISCHER ROGOW, INC. 449 SOUTH BEVERLY DRIVE BEVERLY HILLS CALIFORNIA ' H CRESTVIEW 6-3195 K ui > November 9> 1956 < TO: Marvin Gole PROM: Joel Benton SUBJECT: KERN COUNTY WEEKENDER i 1. Attached ad ran the 4th & 5th in the Bakersfield Press and the $th, 6th, and 7th in the Bakersfield Californian. 2. We used 40 one-minute spots on Radio Station KBIS (Bakersfield) between the 5th and 9th. 3. Have personally been In touch with Bud Lambourne, the travel agency handling the deal, daily. Results from Monday the 5th through Friday the 9th, 5:00PM* (A) 98 inquiries total. (B) 74 inquires - Californian ads (c) 4 inquires - Press ads (D) 10 inquires - KBIS (E) Sales (weekender) 4_ (flight cancelled) (p) Sales (regular reservations) 4 4. Lambourne states at least 90$ of the inquiries were interested only in package deal such as Showboat, etc. have been adver- tising in Los Angeles papers. 5. Lambourne feels that without a package deal that the use of general media is a waste of money except perhaps for a small ad 3 or 4 times a week on the sports page of the Californian. The above was my feeling from the beginning. . Lambourne feels that direct mail to a select list might do the job. He stresses that because of the advertising that has been done that everybody in Bakersfield knows about the Kern County Weekender. He also states that football and a big g>lf tourna- ment this weekend have hurt badly. JB new york office: 541 lexington avenue atop belmont plaza hotel new york 22, new york plaza 1-1780