Wheeler: Radio and TV are important, too ! 



Wheeler: Yes, we put a lot of effort into both radio and TV. 

 670 radio broadcasters and 132 TV stations used our material 

 during the Parade last fall. 



Frohman: National magazines do a most effective job. 



Wheeler: With full color photographs, fish and seafood 

 dishes have real glamour. Several samples: GOOD HOUSE- 

 KEEPING, March (circ. 5,200,000)— three full pages of 

 color. PARENTS, February (circ. 1,900,000)— most im- 

 portant to our new, great, growing generation — full page color 

 photographs, plus 4 pages of recipes, with an article, "Fish 

 with a Flare." LIFE Magazine, February 19 (circ. 7,200,- 

 000) — a double spread in color, "Fish Stew." What family- 

 can look at this double spread without being impressed by a 

 great image of our products. 



Frohman: Let's not forget the mass-feeding market — that's 

 an important part of our business. 



Wheeler: Yes, this is a tremendous market for our products 

 and we do a lot with the quantity feeding magazines directed 

 to hotels, restaurants, drive-ins, etc. FAST FOOD, February, 

 fish platter— full page in color; COOKING FOR PROFIT, 

 February, color and black-and-white photographs; VOLUME 

 FEEDING MANAGEMENT, February, 3 pages of color, 

 "fish appetizers". 



Frohman: What about the use of our color photographs in 

 the Sunday Newspaper Supplements? 



Wheeler: This represents one of the most important phases 

 of our publicity work. We furnish the color transparencies to 

 these leading metropolitan newspapers, which can use color. 



Here are three samples used during Lent: PHILADEL- 

 PHIA INQUIRER— February 28; NEWARK NEWS— 

 February 21; ATLANTA JOURNAL— February 28. 



During a year's period, about 50 of our photographs are 

 used by the large metropolitan Sunday supplements through- 

 out the country. 



Frohman: These are just a few samples of our programs in 

 action — Now, we want to show you what we have planned for 

 the Fish'n Seafood Parade for fall. 



Wheeler: "SELL UP TO HIGHER PROFITS" is the 

 theme of our program today. This is the theme of our 1965 

 Fish'n Seafood Parade. But we must be realistic. If we are 

 to SELL UP TO HIGHER PROFITS we must convince the 

 retailer and the mass feeding operator that he will share these 

 profits with us. That is exactly what we have done in the two 

 ads which will run this summer in the retail and food service 

 magazines. Each of you will receive a brochure showing what 

 our fall promotion can do for you. 



Now, what can you do for the fall promotion — to make it 

 work for you. If you want a successful Fish'n Seafood Parade, 

 do what they did in Boston, Atlanta, Nashville, and Seattle. Set 

 up an active promotion committee in your areas. 



Frohman: Gentlemen, we are progressing in our promotional 

 work. But it is not enough and unless we take some big steps 

 ahead, it may be too late. 



Since 50' 'i of our products are imported, the domestic in- 

 dustry and importers must share the responsibility of greater 

 promotion efforts. Now is the time. 



Frozen scallops about to be battered and breaded at Gorton. 



Fish sticks passing from batter to breading. 



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