During the past few years an amazing 

 amount of public service time on radio and 

 television has been allotted to our mar- 

 keting specialists and home economists and 

 to Bureau material. Our home economists 

 are frequent guests on television cooking 

 shows and other similar home service 

 programs. On two occasions we distributed 

 recordings each of which contained 10 spot 

 announcements, of 10, 20, 30 and 60 seconds, 

 to practically every radio station in the 

 country. One radio network in Texas has 

 alone granted free public service radio 

 time to the playing of these recordings, 

 which, if paid for, would have cost more 

 than preparing, producing and nationally 

 distributing the some 3,000-odd records. 



We find that frequently the television 

 stations prefer to use drop cards to ful- 

 fill their public service requirements. 

 For these stations we prepared a colored 

 and plain version of an "Eat More Fish" 

 dropcard. With these we sent a copy of 

 the announcements that appeared on our 

 recording. This enabled locally known 

 television personalities to make the TV 

 spot announcements. 



I would like to reiterate that these 

 radio and television times represent public 

 service times and are in addition to in- 

 dustry activities. 



Another feature of our Market Develop- 

 ment program has been the sponsorship of 

 educational and market promotional exhibits 

 at major food conventions. We regularly 

 sponsor such exhibits to stimulate con- 

 sumer interest in fishery products. You 

 may be assured that canned tuna receives 

 a very prominent part in these exhibits. 

 Consulting services and distribution of 

 Service prepared publications have been 

 included with the exhibits. It may be 

 of interest to you to know some of the 

 conventions at which we exhibit. They 

 are as follows: National Restaurant 

 Association, American Dietetic Associa- 

 tion, American School Food Service 

 Association, American Home Economics 

 Association, National Canners Association, 

 Regional restaurant, hotel and grocer 

 conventions, and this year for the first 

 time for any Government agency, the 

 Supermarket Institute Convention. 



Another facet of the Bureau's market 



promotion program, but one that has not had 

 particularly direct application to the tuna 

 industry, is that of educational motion 

 pictures, which are produced under Bureau 

 supervision using commercial motion pic- 

 ture production facilities. These films 

 are designed to stimulate consumer interest 

 and use of fishery products by showing 

 methods of capture, processing and use in 

 the home or institution. Distribution is 

 made on a nationwide basis, through our 

 own distribution center as well as through 

 over 150 cooperating film libraries. In 

 addition, public service TV showings 

 provide for extensive distribution. Our 

 records indicate that about 2 million 

 persons see these pictures annually, ex- 

 clusive of television. Host of these 

 films are made possible through industry- 

 financing, since our funds for this pur- 

 pose are limited. Currently, films are in 

 use or in production describing a growing 

 number of the major fisheries of the 

 United States. For your information, one 

 of the heaviest users of our films is the 

 Los Angeles City School Department which 

 has in its library copies of practically 

 every film that the Bureau has produced 

 and for many of the titles, has three or 

 four copies which are constantly in use. 

 Our two latest pictures are being fi- 

 nanced by the salmon industry. These 

 two salmon films will be supplemented by 

 an industry-financed, Bureau-produced, 

 full color recipe booklet. 



There is another feature of our 

 program that I would like to discuss, 

 because it represents a potential outlet 

 for a fair quantity of United States 

 produced tuna. This is the foreign mar- 

 ket. We know that many of the tuna- 

 producing countries have strong export 

 markets throughout the world. We know 

 that Europe is becoming "refrigerated" 

 and that they are developing the drug 

 stores lake those we have in this 

 country. Thus, tuna conceivably could 

 become a popular item over there, either 

 as a hot item or as a salad or sandwich, 

 and it certainly is worth investigating. 

 At the moment, our foreign reporting 

 program is very limited. However, when 

 people on our staff make trips to foreign 

 countries they normally take advantage of 

 the opportunity to visit the United States 

 Embassy officials and trade members and 

 come back with useful marketing information. 



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