1 14A~CUST19S0 --.---$-8 -.0-0-a-y-e-a -r------~Rnot -v-L·I~\~t -u------Spon) Hepor
;::c "'7 What agencies say about sponsors- p. 19
All Shell ad-men lov e merchandising-iee p. 4
P.S. S P I 0- 4 'J I 2 ~~ h) MISS FRANC ES S PRA GU E NA T IONAL BROADC A q TI ~ 3 0 ROC I' E f [I ! £: R P L A ! A N£,'I y"'I;{ 2,) N Y
SHEll I lOp·M·MEWS ~~!~ ~ IOUll C. IEUOI NOFLY ING SAUCERS IN RICHMOND
Mil itary men often achieve c their objectives with secret weapons. This is not true with advertising men.
Broadcast sales strategy, in particular, calls for heads-up use of a time-tested media.
The Havens and Martin stations, for example, have a unique record of sales achievements in Richmond, the first market of Virginia.
long years of experience in radio and television
\ have won for WMBG, WeOD, and WTVR the confidence and loyalty of Richmond's populous and prosperous market. .. ' ...... <;.:_ •• 0; . _ ... ~- I You can't overlook these result-producing facilities in planning your fall and winter campaign.
I Ask your nearest Blair man for the facts. I
I Havens & Martin Stations are the only l complete broadcasting institution in Richmond.
I I I I I Pioneer NBC outlets for Virginia's first market. Represented nationally by I John Blair & Company. --
14 August 1950
Utilities aren't Only 7.92 of the 1949 public utility advertising dollar goes to radio radio/ TV ad a nd TV, reports Public Utilities Advertising Association. But 38.5¢ conscious go toward newspaper space and production. Outdoor gets 5¢; direct mail 3.2¢. Appliance sales will get a bout 20% of total budget of 147 reporting companies in 1950; institutional advertising 34%; promo tion al campaigns 46%. Only 0.64% of gross revenue was devoted to adver tising in 1949. Poor showing of radio/ TV believed due to tradit ion and lack of concerted sales effort by broadcast sellers. -SR- Should advertising Current crisis, with conversion threa t, turns ~tlight on famous Sat drop in wartime? urday Evening Po st advertising study made after World War One. Survey revealed that cost of regaining ground lost competitively by non-ad vertising firms during the war was $3. 00 for every $ 1.00 tha t would have been required to hold position. -SR- Ohio high schools After presentation by committee of alert Ohio Broadcasters' Associa favor no-charge tion, Ohio High School Athletic Association Board of Directors adopted policy for radio resolution urging a ll Ohio high schools to welcome broadcast covera~ sports rights of sports events without charge to station or sponSor. OBA, headed by Carl George, WGAR, Cleveland, also sparking drive to promote radio via radio. Robert Fehlman, WHBC, Canton, was chairman of committee a ppearing before athletic association. Committtee included Tom Rogers, WCLT, Gene Trace, WBBW, Joe True, WMOH. -SR- FCC extends time Phonevision test in Chicago, slated for late summer, can begin late as for Phonevision 1 October by permission of FCC. Zenith difficulties in obtaining test first run A pictures is one reason for postponement of subscription TV plan. Hollywood continues worried over ultimate outcome of Phone vision tests; is absorbed with ways to compete in TV era. -SR- How radio Neither radio stations nor newspaperS have any standard gauge for kind merchandising or amount of merchandising made available to advertisers, SPONSOR sur compares with vey discloses. Some build a round merchandising; others don't give newspapers any. Study (to appear in two parts starting 28 August issue) points out that newspapers are no more merchandising-conscious than radio stations, contrary to common belief.
0 .. ,·ep'·iJlts of S"ONSOR lu·ticles luul exce,·pls Because of numerous inquiries, SPONSOR herewith gives its policy on reproduc tion of its copyrighted material. SPONSOR articles, or excerpts from arti cles, may not be reproduced without written permission. Requests for author ization should be addressed to Editor, Sponsor Publications Inc., 510 Madison Avenue, New York 22. When SPONSOR is quoted the source must be indicated.
';PO~SOR. " olume ~. ~o . 17. U .\UgU,t 19:;0. Publi.hed biweekly by SPO~SOR Public ltlons Inc .• at 3110 Elm Ave .. Baltimore 11. ~Id . Execullve. Editorial. Circulation Office 510 Madison Ave .. New York 22 . $8 a year In U . S. $0 elsewhere. Entered as second class matter 29 January 19~9 at Daltimore. ~Id . postomce under Act 8 March 1819. IREPORTS ••• SPONSOR REPORTS ••• SPONSOR Rl
Three TV rep In move to establish~~ TV as film-program factor competitive to firms join to sell networks, Blair-TV, Free & Peters, and the Katz Agency are collaborat film programs ing in optioning top fi lm properties a s offerings for national adver !isers. Combined force of 45 TV salesmen in 22 offices will sell pro grams. First a vailability is "Sherlock Holmes," optioned from Dryer & Weenolsen Product ions. Second is "Shadows of the Mind", psychologi cal mystery-thriller being filmed in England. Three firms partici pating have only one competitive situation among 31 stations they represent, will extend plan to stations handled by other rep firms as client requires. Coordinating committee includes Edward Codel, Katz Agency; Wells H. Barnett Jr., Blair-TV; Jack Brooke, Free & Peters. -SR- Detailed FM map "1950 Census of Frequency Modulation" is title of large statistical gives statistics map produced by Caldwell-Clements, Inc. , 480 Lexington Avenue, New on med ium York 17. U. S. map shows pattern of FM coverage; features number of \ FM v~M stations heard without objectionable noise or fading in s pecified test areas. Map reveals 7,000,000 FM receivers in use in 160 of leading 200 retail markets. -SR- Television Digest Detailed rate cards of 106 TV stations a nd four nets, together with " Factbook" tells ali other vital s t a tistics, are contained in Television Rates & Factbook . , published by Television Digest, 1519 Connecticut Ave., Washington, ~ Some 460 film firms, 100 TV set ma nufacturers, 350 frozen TV applications are identified in the 104 page edition. -SR- That muddled Check of ad agencies reveals more than one juicy a ppropriation lost to rating picture radio due to complica ted, confused audience r ating pictur~ With Hooper, Pulse, Conlan, American Research Bureau, Sindlinger and others all in on local rating (each with variations in rating technique), sponsor and agency can't be blamed for throwing up hands. Buyers would welcome standard basis for comparing media. San Francisco test of Hooper vs. Pulse validity urged by Stanley Breyer,KJBS, attracting wide interest. But all researchers queried by SPONSOR, including some agreeing to help arrange test, insist test can 't be done. Maybe AAAA and ANA should decide standa rd method of determining all media rat ings, additionally specifying techniques for s t a tion a nd program rat ings, then insist on compliance or else. -SR-
Rep firm sells New Kettell-Carter, Boston representative firm, has organized all its sta England stations tions under single rate card and single name (North Eastern Broadcast with single rate card ~ystem) for group selling. Its first sale is already in. -SR-
TV freeze With NBC-TV and CBS-TV virtually sold out this f a ll, DuMont and ABC handcuffs probably could sell every a vailable~iod twice over if stations advertisers could be cleared. With only 106 opera ting TV stations (WSM-TV will be 107th s oon) supply doesn't equal demand. Some net advertisers dema nd ing minimum of five stations c a n't be a ccommoda ted. Please turn to pa ge 44- 2 SPONSOR NO. 1.4 OF A SERIES
HARRY STOVEY .i: .. In Stolen Bases; - :.r:~'. WHEe
.,.Ji!.'" In Rochester
. i
,
WHEC is Rochester's most-listened-to station and has been ever since Rochester has been Hooperated! Note WHEC's leadership morning, afternoon, evening:
STATION STATION STATION STATION STATION STATION WHEC B C D E F MORNING 43.9 17.2 9.6 6.6 17.8 3.1 8:00-12:00 Noon Monday through Fri. AFTERNOON 38.2 24.8 7.9 15.2 9.6 2.8 12:00-6,00 P.M . Mondoy through Fri. I Station Broad cas" EVENING 40.6 27.7 8.0 9.6 12.9 I till Sunset 6,00-10:30 P.M. Only Sunday through Sot. WINTER-SPRING 1949-1950 HOOPERA liNG
BUY WHERE THEY'RE LlSTENING:-
14 AUGUST 1950 3 VoL 4 no. 17 14 August 1950 ~igest
ARTICLES
, n " ult n y e U(·y meJJ n o o14'" t e ll SIUHlsorS-1l tllell d.u·ed
.'i I 0 .U .. diso)J (; Many a dvertisers may be surprised to learn what their agency me n really think l!J ,, of the m with res pect to t heir worki ng relationship 110,(0 t o '':''ep 11°'". de,,'e,· U,·. S,UUHWr: """"11 Shell Oil's su ccessful formu la consists of spot newscasts and sportscasts, strong .I" eo'o .. IId('" "''''''i;i '4 ly peppered with g uid e d merchandising 22 16 110m lllO,J"ets du't tOiemillg 1-. S . 17 ',"po .. Evidence is growing that evening t uni ng-in to TV by adults is strongly influ 24 .U r. S,HU'SO'· A sI.:s 3(; e nced by the presence of children in t he home
If° II II du " T',is te .. m h .. ts .500 ill s,,'es
T\' Ifes u'ts A combination of air and free-hom e-d e monstration selli.ng has been moving TV sets by the carload for dealers 26 S poJJsor S,u·.d.:s
" pp' .. lIse 6 4 T'.e lVe ~Jr o d.j. stril.:es it riel, • Sepia air personalities on stations dcross the nation are cashing in for sponsors is portrait of four Shell ad-men and {'o tO er in hitherto almost untapped Negro ma rk ets 28 , some of their proudest accomplishm e nts: merchandising posters which they consider vital for success of Shell news progra ms_ At top of la d der (actually and fi gurative If .. dio is ~Iettillg higger Iy) is advertising d e pt. manager, D. C . Marschner; below him is C . W . Shu g e rt, Studies of radio impact show there are more ra d io homes, more individual 30 his assistant a nd media di rector; to his li stening, less cost per thousand than eve r before left, E. W. Lie r, media representative; far left, John Heiney, their radio contact ma n from J. Walte r Thom pson. (See story page 22.) IN FUTURE' ISSUES
Edi tor & President: No rman R. G lenn Se cretary-Treasurer: Elaine C o uper Glenn Managing Editor: Miles David n " wt S,JOJlsors sall .. bout t',..ir "~Iellcies Senior Edi tors: F'ank M . Bannister, Erik H. A rc+ander Pa rt two of a SPONSOR investigation into advertiser-age ncy relationships Assistant Edit ors: Fred Birnbaum. Arnold A l- includes frank revelations from the sponsors' corner 21l AllY. pert, Lila Lederman, J. Liener Temerlin Art Director: H oword Wechsle r Vic e-Presid e nt-Advertisin g : Norma n Kn ig ht St .. tioJJ merdullu'isiJJg for .. dt·ertisers Advertising Department: Edwin D. Coope r What advertisers expect in the way of station promotion on the retail level (W est C oast Manager). Geo rg e W eiss and what the stations are willing to give them will be sketched here 28 (Southern Representative). Edna Yergin, " "g. J oh n Kovchok Vice-President-Business Manag er: Bernard Platt Promotion Manager: M. H. LeBlo ng SPONSOR presents the current picture of what drug stores throughout the Circulation Department: Evelyn Sa tz (Sub nation are doing on radio and television 28 ,'ug. sc r' ptio n Manager), Emily C utillo, J acque Ime Parera Secreta ry t o Publisher: A ugusta Sh ea rm a n O ffice Manager: Olive Sh e rbo n S'-ONSOII INDEX: JANUARY-JUNE 1950 P ublIshed bIwe ekly by SPONSOR PUBLICATIONS INC. Ex""utlve, Ed itorial. Circulation. and Adve rt h ln~ Th e next issu e of SPONSOR will contain a complete index to articles appear Oll1 oe.: 510 Madison Ave., N el9 York 22. N. Y. Tel,, phone MUrray Il1ll 8 -2772. Chicago Orne", 360 N ing in t he first six months of 1950. It will be broken down by product cata ' !lehlian A ve nu". Telephon,,: F i nancIal 1556. We.t gories, and generic topics such as "research," "timebuying," "transcription." Coast Ornce, 6087 Sunset n oulevard. Los Anllelel Telephone ' Hillside 83 11 . Printing Ornee : 3110 Elm H e nc eforth, indexes will appear twice yearly. 28 Aug. Ave. n.1tlmore 11. lII d. Subscrlptlonl: Un ited Statel $8 a year. Canada and forel Kn $9 8 1n ll l" cOll lel 60c P rinted In U. S. A Address all correspondence to 610 l ladhoD Avenue. New York 22 . N. Y. COllyrliht 1950 8PONSOR PUBLICATI ON S I N C. COME I _ e e THE MARKET'S FINE! The San Diego Market, that i51-
Retail Sales $729,000,000* Industrial Payrolls $66.000:000 Navy Payroll $97,000!009 Farm Products $57,000,000 World's largest tuna. port. . Increase 'in Retail Sales 434% since 1940 . •'~7J"-"",;",",:~~ .. ,.. _~~~,_;,.- __ _
,IN FACT •• • --- San Diego-the nation's 26th - market in population-has the high- est Retail .Sales .Index ~of' any U. oS. city in the first 40.**.... •. .YES, THE -SAN D1EGQ MARKET'S , .. --.-.... FINE ••• AND >GlTJING FINER! . And Remember KCBQ-C S is the only San Diego network station to increase in over-all Share-of-Audi ence during 1949, with 'all othe network affiIi~tes taking . a nosedive!.... . • . '. "
So ~ whe
.. '
· S. D. Chamber of Commerce " S.R.D.S. Consumer Markets 1949- 1950
Charles E. Salik, President 5 000 W A TT S CBS
14 AUGUST 1950 5 of the most graphic comparisons of ra 510 Madiso,,, dio and newspapers. Every retailer in the United States IOWA·NEBRASKA should ha\'e a copy of this article.
I FALL FACTS ISSUE L. W. ALLEN General Manager Thi~ i~ a hrief note of correction to WFLB tllf' otl1(' 1"\\ i~ e excell ellt SUlll mar) of the SALES Fayetteville, X. C. i present s tatu ~ of out-of-home r adio listening measurement in SPOl\"SO H'S are made by. FALL F AC TS issue. • • \Ve would \"ery much appreciate it Onl~ ' the original experimental re if you will send us some extra tele\'i ~. e arc h on out-of-home radio listening KMA Audience sion maps as they appeared in your 17 was conduc ted jointly hy Wl\E\,\' a nd Impact 1uly issue. These will he very useful. P ulse. Since . \u g u~1. 1949, Pulse's Impact in 140 rural counties of Also you can let us have a few extra o ut- of-home ratillgs for the New York Iowa, Nebraska, Missouri and copies of the above issue of SPONSOR market have bef'n available as a coop Kansas, - that's what KMA as there are different articles that can Shenandoah, Iowa, offers. ' erative service to broadcasters. These be distributed to different departments surveys are not made exclusivel" for in our organization. KMA Programming W:\EW. \,'\'EW is. and has been 'since RI CHA RD C. GRAHL Experience August. 194CJ. merelr a subscriber. William Est)' Co. 25 years of broadcasting ex C. R. HIMMEL New York perience means KMA com Director 0/ Research pletely covers the rich rural IVNEW Omaha-Des M 0 i n e s market i\'ew J'ork with programs farm and small I have just briefly glanced through town dwellers like to hear. SPONSOR, 17 luly 1950 FALL FACTS is sue. Needless to say, I am greatly con 1 just sa\\" )our FALL FACTS issue KMA Merchandising cerned about the televisioll map for and although I hnven't had the op Cooperation SPO],; SOR'S center spread in this particu. portunity to read it from cover to cov KMA merchandises accounts: lar issue which shows existillg network er- that's going to take a lot of time surveys its retail grocery and links for this fall as well as network drug outlets; in for m s all - it certainly looks to me as thou/:)ah links under construction. wholesalers, dealers, and dis ) ou have done ) Ollr usual sparkling In the interests of accurate and up \ tributors of acconnts on the job. I think this sort of treatment of; air; publicizes programs and to-the-minute reporting I am sure YOU c urrent alld vital sub ject does more for personalities who sell for ad can appreciate the fact that two w~ e ks radio than a lmo~t anything else you vertisers; displays advertisers' ago the F.C.C. granted to WSAZ-TV products in its Mayfair Audi could do. a CP to build a micro-wave relav S\S torium, where weekly hundreds ,1AI"RICE B. l\hTCHELL tem to connect \1'SAZ-TV by off the of Midwest farmers are enter Director tained. air with all Cincin;1ati tele BAH pickup~ VISIOIl stations, thereby connecting That's why your schedule must N e ill ror!'- be on KMA to cover the rural WSAZ-TV with live network program Omaha-Des Moines market! ing. It is certainly significant that a:o: of today we have completed erectioll Your FALL FACTS issue is a honey! \nd nut because there are two like on a 1,200-foot hill at South PorLs mouth, Kentucky, two 200-foot towers n e ~ses of yours truly and one of Dan a nd we are at this moment only a\\'3it Dcnenh olz, ei ther. KM ing the arrival of micro-wave g:ear Ph'nl) of meal for our TV prospects SHENANDOAH, IOWA to chew on: here's ho ping it provides which. incidentalh-, is expffted mo mentaril y. all of us with nouri~hment. Represented by DON L. KEARNEY It would appear to me that while un doubtedly there is great interest in the Avery-Knodel, Inc. Assistant Sales lIlanager /01 rf? Th e I\.atz Agency proposed Omaha to San Franciscu .'Yell r ork link due ill 1952. there should he even greater reportorial signifirance in a .t's TeleviSion HUlltington to Cincinnati link which is O-rAARA, 1 . nne1 3 op- IN V Cha , Plea~e ach i~p me if reprints are not only under construction bllt is station l~-rAT, . 6 SPONSOR .1 ", tJ,e Ol(~• • • • .. Cover the Metropolitan Areas of Missouri and Kansas p..lus Rural Mid-America with KCMO ONE Does it in Mid-America •- ONE station • ONE rate card • ONE spot on the dial • ONE set of call letters 50,000 WATTS • MAIL counties shown in gray; Y:z my. contour super DAYTIME imposed black line 10,000 WATTS 810 kc. NIGHT s oC Yc\e 4 9 N\eg KCN\o .. fN\ •• ·9 •. 1ronsH Rodio operotlng City ... " onsos oter I" in Gre se\\ thero .. . thero.·· t reOch buY," 0 theIr. woY to on \ \ W costs. K AN SA SCI T Y 6, MIS SOU R I neW 0 Basic ABC For Mid-America National Representative: John E. Pearson Company 14 AUGUST 1950 7 ) \ South·s Greatest Audience Builder. Too Our advertisers get the ben efit of all these - 24-sheet He Piles Up Biggest Ratings. of Course WWL has a substantial lead in both mornings and afternoons. And, evenings, its share of audience is equal to the next two stations combined. 8 SPONSOR South's Greatest Salesman in South's Greatest City SELLS Rich Rural Market Southland farmers depend on WWL for complete authentic coverage of their special interests- welcome activities such as WWL's Herd Improve ment Contests, farm service broadcasts, weather reports, on-the-scene rural reports. WWL advertisers enjoy particular preference when these newly-prosperous folks go shopping for everything that means bett.er living. /' - -~==:. Gives You Multi-State Coverage South's Greatest Salesman WWL takes you into 330 counties of ,.~.. the rich Sout hland- gives you p rimary coverage in 134 of them. NEW O RLEANS ~-'-:-:-----...~.., .,,--- ~ .... ""'\.. '-""' ~ 50,000 WATTS C LE AR CHANNEL CB S AFFILIATE A DEP ARTMENT O F LO YO LA UNIVERSITY REPRESENTED NATIONALLY BY THE KATZ AGENCY I I 14 AUGUST 1950 9 I 'P ry IIII/)(/rfflllt Peo/lle - they make today's ne\\ ,.. - ~ t a rt todar 's fads - contro l toda y" :;; audiences. At I\: TT\ \I e coll ect 'em like ~ tal1Jp s. Our np lineup of stars a nd show:;; .. . \\'h ether the be"t from CBS·TV or our \ o \\n impres::- i\'e ro"ter. .. spon::.o red hy the large:;; t national ach 'ertise r :-. as \lell as local sell er:;; . . . gi\·es us a VIP audience, the \ 'ery Impo rtant Puhlic o f Southern California, second g reatest in the nati on. Ha p pil y. you don' t hu\'e to spend a million to make an impression \lith KTT " 's "II' lineup. Hut you"re in good company ... you get seen and heard a lot .. . YO LI ran sell a lot. Y O LI ean reaeh that \ 'cry Importa nt Public on KTT\'. Ask U >i or Radio Sales. L()s Aflge/es Times · CBS Te/cl'ision \ 10 SPONSOR N e,,) "",' '-'!"'!"; I Thes e re ports appear in alternate issues New on Television Networks SPONSOR AGENCY NO. OF NET STATIONS PRO GRAM, time, start, duration Al114'rican Safety Razor (:orIJ t.v..- Pharllla ~lI:.:ur Ho" I: 'I 9.9 :3() pm:; 2 04·t ; .,,)2 "k ... f ~ "uJJ ~orcti nil ,,"('ruatc Crdfl Corl' lIulhrauff ..~ n~'nll (i\.L) \I;C.T\" I'} ,,(~t'k!i"o In' A~n 01 141 Pllul'llla.ernft) A n ... ·ri .. an Sa£t"ty Razor '1 .. ·eann·}:rick~4.n 1:\. Yo) ells.·n· The :-o.hn" ·coc' ~ On, 'I'll 8·8:30 Pili, 2" S .... ; :;2 ,,,"k ... B .... dix IInrue Apl.liall.·.· ... (lie Tatllalll·Laircl ( :\.Y.' \BC.TV :ih ("'hulI(,t· of a Lift.'lillle; " " 7::I().H pm; () ~4'Jl ; 52 "ks 1;1 .... k J)rllg Co C 4'('iI ,I( l "r4·~hrt'~ (:\. Yo, UIS·TY l JunallH'41; T 10·10::-10 plll~ 1'1 ~4'P, ;;2 "k ~ The llolHI Clnthillg ~tnr __'~ (;rt"y (1\.).) Un'loIII '} lI al)(l ... uf "'I~' ~14'r~'; F R::~f)·4' P'"; H ~4'''; 52 "k .. Urn,,' .. Shu,-' Co. LC'4) Uurll4'tI lehi.) 1\1:(;.'1'" ] I, ~Inilin' 1·:tI ;\1('Cullll .... l; ~al (1::IU·7 pili; 26 "\ug;:;2 "k ~ Cartl'r Prndurt", Curl. ~SC8;B (N. Y.) CIIS.TV ~ill':: II A,::aill; ~OJI l()·l():l:; lUll; :iO .... (.p; 52 "ks (:h.'\'ro I.·, Corp Ca'"(1h .. IJ.E" al.1 (""II'oit) U .. 'lo11t 11 :'\olr4' Uallll~ Funthall; ~al 2 p111 lu l'oIH'lll~iClU: 5 "k "i C.hrysl.or C.orp (DeSolo SPONSOR AGENCY NO. OF NET STATION S PROGRAM, time, start, duration Blalz Ur4'willg Co l\.a5lor. Farr.... l, CIH~sley &. ].J Tilt" Hull4'r U4'rh)"; Th 10 :3() IHU.t.'O IH·lu ... ion: 2H S4'11; 32 "ks Clifford (N.Y.) F. m .. r~oll Radio &. Foote, Cone &. Bt.·ldlng l\IIC·TV :n The Clo .. k: F '} :3U.]O JlIII (alt"rna'" "ks); 20 ncl; 13 "ks Phonograph COrl) (N.Y.) (;t.'IH·rul Elc('lric Co Youllg 8; Ruhi .. alll IN.Y.) C IIS.T" Fred ""arin#!; SUII 9·10 pUI; 2"" ~I'I); ~2 wks C. II. ~Ia sla lld & Sons Andt"rson, l)a,,"js &. Platt .. C IIS.T" 'I asland AI 1I011l t" P ari )"; '111 ·11:15 1'111 ; II St'P; 32 "ks OI.Y.) PaL.1 Sal .. s Co Warwi .. k ,I( L .. " I.·r 1:>i.Y.) cnS.TV Inlt.'rllutiuuul UO Ai n g Clul) ; " " 10 pnl In ("oIH'IIISiC)u: 27 ~('II; 39 wks Sundial Shnt"s lI oa~ & Prn\"anillc (Ho!o STATION AFFILIAT ION NEW NATIONAL REPRESENTAT IVE CJ All. " .. nlreal Iud(' pt'nd(· .. t HU41iu Titne ~ales, Onlario KPIIO, Pho,,"ix ,\IIC p .. lry, :>i.Y . KTLA. III,·" d. A IIC. CBS, 11 .. '10111, :\IIC 1',,"1 II. Haym .. r Cu. I\.'\". (,·ff 1 AnI') WAAF, f:hi .. ago lude ll('udenl Tht' Pt"aro;.on Co, ~'. y, WCLE, Clearwa ler, Fla. In • 'U ue;\·t issue: J'Vew o,u' lfelJell'ed ou j'Vetll'or'~s, j"e'l~ j\'''trouo' S"ot Rudin Busiuess, l"ot;ouo' B"oodcnst So'es E.\·ecut;t'e e'UJlI!JeS, S"ousor '-erso,uu-' (' lu'IJ~Jes, l"ew A!JeJJ('~J ;\""o;JltmeJlts i\'ew a lld R e llew 14 _" .. gust 1 9 5 0 New and Renewed Spot Television SPONSOR AGENCY NET OR STATION PRO GRAM, tim e, start, dura tion AU1('rit"an Chh·le Co Badger and Bro,", nin~ &.. Eighl-see film; 23 Jol; 21. wk s (n) H ersey American Cigar e tte ..'<. Ci~ar ~SC&:B WNHK, Cle, e. One-min film; 31 Jul; 22 wks (r) Co Renrus "Oatch Co J. D. Tarch er V;' BZ-TV, Bo>lon 20-scc filll1; 2 Jul ; 52 "ks (n) 8enrus Watch Co J. D. Tarcher WRGIl, Sch e n. 20-s .. c film; 3 Jul; 52 wks (n) Borden Co Young & RubicalH WNBK. Cle,'r. 20-sec film; 4, Aog; 52 "ks (r) Borde,n Co 'y oung & Rubicarn W NBQ, Chi. 20-sec film; 2 Jul ; 52 "ks (r) Rorden Co Young & Rubicalll W"oiBV;', Wash. 20-sec film; 2 Jul; 52 "ks (r) Borden C o Young &: Rubica nl WNBQ. C hi, 20-scc film; 8 Jul; 52 wk. (n) llrown &- ',"illi am~.)n Ted Bales W:-IBT, :-I.Y. Eighl-sec film and slides; 17 Jul; ] 9 "k, I r) Tobacco Co Bulo"a V;'alch Co Riow WRGB. Sch c n. 20-sec film; 16 Jun; 23 "ks (n) U, J, Clark Candy Co WNBT, N.Y. Olle-nlin filn1; 2 Aug; 1;1 wk s; ~r) Colgat e-PalJl1olh e-P c __o' C o ~herlllan & 'lar4"lUf"lte ,,"' HZ. TV, llo ~ ton One-min film; 10 Jul; 52 wks (n) General FOOfls Corp Young ...'t Rubiearn KNBII , IIlywd. 20-sec film; 2 Aug; 25 wks (n) G.. oodyear Tire & HllhLcr Co COlllptuu WNBQ. Chi. 20-see film; 19 Jul; 52 wks (n) The Great -\ tl a lltic ...'{ P adfie Paris & Peart WNBT,N.'\. One-min film; -I Jul; 33 "ks (r) Tea Co Heide Joc K'-' Il~ ' ~ason WRZ-TV, Hoslon On .. -min film; 22 Jul; 26 "ks In) ) I orrell .'( Co 'i. W. Ayer WNBQ. Chi. 20-sec film; 31 Jul; 13 wks (n) Norwich Pharnlacal Co 1;(,, 111011 ..~ Buwles WRZ-TV. BoSlon 20-sec film; 10 Jul; 25 wks In) Pepsi Cola Co Biow W:-IBW. Was h. 20-s .. e sIn brcak s ; 3 Jul; 13 wks (n) Philip lHorris Biow WNBT, N.Y. 20-s .. ~ film; 16 Jul; 21 wk s (r) Prot"ter &: Garnhle Co Hento n ...'{ Bowles ,,"' HZoOTV, Boston 20-sec film; 3 Jul; 46 wks (n) Procter &: Gamble Co P~dlar &: Ryan WNBQ. C hi. 20-sec film; 5 Jul; 52 wks I r) Proeter &: Ganlhle Co P edlar &: Ryan KNBII , lIlwyd. 20-scc film; 6 Jul; 52 wks (n) Proc t e r &: Gamblo Co Conlpton WNBQ, Chi. 20-see film; 19 Jul; 52 wk s (n) Rons on Art 1\1(>lal \Vo rks Inc Grey WRGB. Sr h ~n. SIn bre aks ; 3 Jul; 26 wks (r) Rushmore Pape r Mills Inc Paris & Peart WNBT. N.Y. Eight-sec SIn hre ak; 16 Jul; 13 'Mo k s (n. S tandard nranfls Inc C:0l11pton WNBT, :'I.Y. 20-sec film; 8 Jul; 45 wks (n) S t andard Branfls I n e Co.upton WNBQ. C hi. 20-s("(" fllol; 3 Aug; 52 wks (n) \ Advertising Agency Personnel Changes NAME FORMER AFFILIATION NEW A FF ILIATION AI Anderson Anlfra Industries, N.Y., puh r e I r e p 'lcLarcn~ Parkin, Kahn Inc, l"". Y •• dir of radio, t\' Clarenco K. Ragg Sylvania Electric Product s Tele "is io n, 1\. Y. sIs nlg r Bernlingham, Cast]cman & Pierce, i"J. Y., Illerch dir Ra~'l11ond \V. B a ld""in Jr " 'jn g Car go Inc, Phila. Van Slyck S.F., partner Panl A . Carey FIt·tcher D. Richards, l\.Y., copywriter Geyer, Nt.·'Mo~Il & Ganger, Illc ~ :\. Y. , copy tlt.·p Ch arles Y. J) a"i ... Leo Burnett Co, L.A. Barnes C hase Co, L.A., acct e~ec (;eorge Doc k J r Albert Frank-Gucnther Law, N.Y., acct Sam e, ''P (;eofl'rt"'y C. B oyle Cecil & Presbrcy, ~.Y., acct Rohf"rt Conahay & A ssoc. :\-. Y •• acct exec Ric-hard E4"lwanl J)rllnllu~' """ ' O~ .. , ( "naha, tv rep Edwar(1 Petry & Co, N.Y.• radio, tv time ~ I s (Dallas offife) II, Linn Edsall ('ra"t'n & J)c(lrick In __', N.Y., vp Sanle, c1rctcd dir and scc Alan L. H ausman Scht'("k Advt'rtising:, Ncwark Franklil1~ Bcrtin l\:. Tragerll1an. ~.Y., acct exec R. E. Jt'fTerson Intcrcontinen t a] Packe r s Ltd. Saskattlon, sIs nlgr S t e wart-Bownlan, :'\ol ac ph e r so n~ ~ ' innill eg. acct e x ec Fr .. d H. Jonrs Ahboll Ki",hall Co, L.A .• ('opY c hief Platt-Forbes, S.F., c r eative dir Ronald J, Kahn Puh rt'l f>x("r, I>alIas :\lcLarc n , P arkin. Kahn l11 r, N.Y.~ prrs J 3("k " ~ . Laelllnlar Foole. Con e &: Belding, Chi. J. " ' alter Thonlpson. Chi .• acc t e~cc Itoluorl r;. ']('nown Brnokf", S nlith ~ Frf"nch & Dorranc(', Detroit, person- Sanl e, ])U5 nlgr n cl dir Rohert l\h·l ~ aren Tht"atrf" all(1 motion pirtnre cO l1 .;; ultant :\lcLaren, P arkin, Kahn Inc, 1\.Y., 'P C. E. ~Ii"gl .. y Jr C R S~ N.Y., s Is s "c mgr T e d R a t es ~~ Co, N. Y., rugr t\', ra(Iio nl("(li a dt'l)t f:arl o:o: :\J ulltalhan L a tin Anlcrican hroa(] __'ast activih' :\JcLaren , Parkin, Kahn Il1c, :\" .Y., hcad of intI d e pt "ichael N('wl1lark Fricn(I-Krieg(·r, ,,".Y., acct cxcc . ~ame, gel1 s Is dir Edwin Park in Parkin Ad,.' ("rt i <;;;ing-, N.Y., hca(1 Hf agc n r~' ,'leLarel1, P a rkin, Kahn Inc, ,,".l .• 'p, trea.; " ' illianl ... p __·ttit 'i. \V. Ayer. N.Y. Grccn-8rodie~ '\'".Y., accl e~e-c Rh'hard A. Hlls!'Ocll F(lotc, '-:O IlC ~f{, Belding, N.Y., exec Dancer-Fitzgera]d.Sample, N. Y., at~c t exce 'Icycr ~acks \. "t. L('win, N.Y., copy c hicf Jost'ph Katz, N.Y., copy e xec Lon Scott 'l cCar t~' Co, L.A .• sr 3C('t C't'e Foote, Conc ...f{ He]ding, I ... A., acct c~ec H\'r1l 3 ~t' li ~"f" n :'\ol e-Laren, Parkin, Kahn JlIt~, "'."\ .• nh'(lia ]H.' atl ,\rnold C. ~haw f; ]ClIl1, HIt'1l1 of J)aIla ~ stafT Sallie, in charge of Tylf"r offire (new officc 10('at c(1 in Peoplc ~ Nalional Bank Buildin!!) f;.ar~' ~1l(·fll(·"1 ~hf"fli c ltl A(h'f"r lising, 1. f" ad of ag('ne~' 'rcl..art'n~ Parkin, Kahn I ~l e, :\. Y •• act't c "\:ec Hollert ~. ~illlpcrs J. '''a lt('r Thul1lpson f:o, 1\.\"., aCt·t excc H("witt, Ogilvy, nt'l1 ~o n & 'lather. '.Y., Richar(] \\'. ~l11ith (;rh;wuld-E ~ h] f> lI1an f:o, Cole\, .... , l11gr of Louh"illc 1l0c.,\lult"rs on, I ~ ouis, ille, at·t·t e~t'C oflic('J and 3("rt c~("c L. T. Slc..tc Bcnto.. & BowIe.;;, \'p in ('harge of \~ 'est Coa!"t I;t'nton & Bo",les, ~.Y. , ac(" t s up<,rv opt'ration1J II aro]d Ta .~ k(·r Fonh', CUli e ~f(.: B t·]din#!, Chi. J . ~ " a lt e r Thompson, Chi., acct f"XC(' Phil TholllPSUIi Jo.,cpli natz '-:0, ~.Y., COP)' and radio (Iir Cccil &. Pr(" ~ br e ~', N.Y., copy chief Clyd" II. Vorl man Brook c, Sll1ith~ Frcnch ~f{ Ilorrance, D e tro it Zimnlcr-KcIlcr, Ilctroit, h ead of 11I e dia (I("pt Hita """'agllf'r lIi r~h on- Ga rfie](I , N.Y., acct e"' .. e lIewitt, Ogilvy, Bcns on ...'{ 'Iath("r, :\. Y., acct 1950 IOWA RADIO SURVEY MORE STARTLiNG THAN EVER! More Iowa Homes, Plus More Radio Sets Per Home, Equal More Listening! FIGURE~, ..,~rom the 1950 Iowa Radio A.udiellce day diary on a hlr~f' s3mplt· of m tlltiple-sf't Survey·.. ·· (soon to he released) confzrm the homes. Both surveys found that lu>tween 1;4 reasoning hehind that headline-prove that your ami Y3 of all two-set families u se two sets Iowa radio dollar huys more today than ever. Here's simultaneously (>lldz tllly-lletween Y2 alltl 2/J the evidencc, step hy step of all tltrel>-set families listen to tl('O or three sets simultaneously t>lu'h tlay! (I) "More Iowa Radio llomes." The following chart shows the illcrease in the numher of radio-equipped Iowa homes since 1940 and since 1945. \Vith more than au 8 % increase in the last teu Yf'ars, tlte numller of Iowa homes wit It rntlio is now near 1000/0 ! - RADIO.EQUIPPED IOWA HOM"ES Percentage of all homes __...... I, More Iowa radio homes, pIlls more radio sets per owning radios -, _ IO~ 1a --.- Iowa radio homc, eqllals more radio listening. * Amazing as this inerease in radio homes is, since 1940, it And \VHO, of COllrse, continues to get the greatest of eourse does not ren'al the tremendous inerea~e in total number of Iowa homes-up 70,000 since 1940! share of Iowa's total radio listening. Let us or Frec & Peters send YOII all the facts, (2) " .More Radio Sets Per Iowa Home." The inclJl(lin~ a ('omplimentary copy of the new SlIrvey following chart shows the tremendous increase now on the press. in the nllmber of Iowa honles which have graduated from one-set to multiple-set owner **The 1950 Iowa Radio Audience Snrvey is the thirteenth annnal study of I'adin listening hahits in Iowa. It i", a ship since 1940 and 1945. Almost half of all "nlll ... t" for en'ry mherti",ing, ~ale ... or marketing lIIan Iowa radio hOllIes now have more than one who i ... interested in radio in general, and the Iowa market in partieular. radio set! The 1950 Edilion was again condueted hy Dr. F. L. 'Vhan of \Vichita University and hi... !'otaff. It is based 011 per,",onal inteniew,", with 9,215 Iowa familie ... , s(,ieutifically selcded frolll Iowa's eitic!'O, towns, villages and farlllS. WHO will gladly send a cop)" of the 1950 Sliney to an"- one interel'ted in the subject" ('m'ered. • WlIHIO +for Iowa PLUS + Des Moines • • • 50,000 Walts (3) "More Iowa Radio Listcning." The follO\\'illg Col. B. J. Palmer, President chart shows that 1l10re Iowa sets Illean 1l10re P. A. Loyet, Resident Manager Iowa listening. The 19·19 SlIr"ey used a 24- , ~tl~" hOllr recall lliethod to determine the amount \ . of simultaneous listening in multiple-set : FREE & PETERS, INC. homes. This year the Survey placed a two- ~ National Representath'es 14 AUGUST 1950 13 .i.llr. Sponsor President Ronson Art Metal Works, Inc. "The be:-t is the c heapest:' Alexander Harris, president of Ronson Art ~Ietal 'Vorks, Inc .. hclie\'t's this; particularly \\hen it comes to advertising. "If you want a large sales volume for a guod product, you must brillg that product before the public on a continuous and commanding \ scale," says Harris. HI' s)waks quiptly anJ is quick to smile, is just WILSON, NORTH CAROLINA as quick to get his points across. " We haw' always used the best people and the best media, and fe el now that radia and tele,"isian arC' the most important part of our adverti si ng schedule:' Radio and TV a(' tually get over half uf the company's adv ertising hudget. This year the budget will be U\"er $2,500,000. On radio .. Hunson leads all other lighters combined by 50 to 1 : it is the largest u"er of television ill the entire lighter industry. The company cur· rently spends more than l.000.000 far its 20 Questions, aired 0 11 both radio (MBS, 492 stations) and TV (WOR.TV and the full ABC·TV lIetwork) . In addition, the company a,"erages two TV spot 5000 WATTS FULL TIME, 590 KC. allllouncements per \reek in each of about 23 markets nationally Jan. 29.·Feb. 4, 1950, Con!an shows 46.2 % of mornins audience, 53.8 % (about 2(, stati ons). More stations are added as choice till1e spots afternoon and 54.6% evenins. Hard bf'collle a\"ailable. to but? You bet . .. and now we're Harris' advertising policies ha"e paid off. When he became presi ~ .. making WGT M undisputed dent of RO II :,on ill 1940. tota l sales for the year amounted to $2,791,- luder in one of the nation's highest cash farm income arus! Write Allen 000. Last yt'a r the sales had spiraled to a hi gh of 32,128,076, about 1 Wannamaker, WGTM, Wi!son, N. C. 3 / 2 mi llion mort' than for 1948. Nt't profit last year was , '5,417.173. or Weed & Co., Nat'! Reps. Sin ce its inception 55 years ago, the compan) has produced and :,o ld overW.OOO.O()() lighters. ;;.. SM Surv.y 01 Buyin, Pow., M.y 10, 1950 Today Al exander Harris is practically synonymous with Ronsoll. He has been with the company since 1914. joined the thpll small cO lllpany as "general manager and case polisher:' fIe was born ill 'f'W Yurk Ci ty ill l SnS. After graduating from th e University of London in 1<)02, IIf' went to work for th e RaYlllond Whitcomb Trayel A~('ncy in the "tf' am"hip department. Later 11(' join ed the auto firm uf Cr~ der ami Cu. as it s gpneral lIlanager : le ft tbpre for Hon son. OutsiciP of bu"irlf'ss. Harris is a Illan with man~ ' intpres ts among w!rich are: lingui stics; dir(,(,ting thp TlwlIclore Paton Harris F'oUlrda lioll for rhpumatic childrell: fanning (at least Ire li\'ps 011 a fa rill ) ; and {"ull ('ding early AlIIt'ricalla. 14 SPONSOR MR. SPONSOR: WHICH STilT/ON HilS THE IIIIDIENCE IN DETROIT? 48% of all radio listeners on Sunday afternoon listen to WJBK. This is an all time high for allY Detroit station at any tinle. WJBK'S Hoopers are far higher than all the other independent stations, and they cOlnpare favorably with the network stations-AT NO PREMIUM COST. @ Total Coincid.ntal <:'11, CITY: D£ftOlT, KlCH This Period 15,448 HOOPER RA/J/O AUDIENCE INDEX MONTHS: .nK, 1Q50 CITY ZONE SHARE OF RAlJIO AUDIENCE A WJBK F TIME D G IofOM(S 1.... ,!A,~I~ ..~r: NETW B AM·FM C NETW E NETW. NE'I'W ~TN'F~ CAU.m N. THRU 12.6 4.3 1.8 3.2 41.5 1.1 17.3 24.5 0.7 2,581 18:00 12:00 -- 5.4 MON. THRU FRI. 15.1 5.4 1.4 3.0 28.0 6.6 22.7 14.5 0.8 12:00 NOON-6:00 P.M. 175 3,81) SUNDAY 0.7 112:00 NOON-6:00 P.M. 21.9 7.4 48.0 0.7 7.4 18.8 8.9 5.2 3.0 1,448 SATURDAY NOT RAT N 8:00 AM.-6:00 P.M. E D D E T R 0 I T SUN.-SAT. EVE. 15.9 7.1 1.0 3.2 29.3 20.8 12.3 6:00 P.M.- 10,30 P.M. 19.0 5.7 1.6 7,606 Wily does WJ8K IIf1"e tile Detroit (Judience" Because it consistently leads in community service and in programming, with the best in entertainment and talent, WJBK has extraordinarily high Hooper ratings. This, translated into exceptional listener-response, means high returns for your advertising dollar. See your KATZ representative for success stories of which WJBK is justly proud. -AM -FM WJ B K -TV DETROIT NATIONAL SALES HEADQUARTERS: 488 MADISON AVENUE, NEW YORK 22, ELDORADO 5-2455 Represented Nationally by THE KATZ AGENCY, INC. 14 AUGUST 1950 15 This feature presents some of the most interest ing questions asked of SPONSOR'S Research Dept. Readers are invited to call or write for information. To Queries Address: 510 Madison Avenue, New York 22, N. Y. Q. ~ T hf'n did you ('arry a story on Speiclf'1 ~ T att'hhamls '! A dvertising agency librarian, New York A. 28 Feb ruary~ 1949. page 27: 1 Augll~ t. 1949. page 19. Q. Han' you done an)·thing un telcvision merehanclising? One Student, New York A. Our 199 TV R esnlts should prove helpful. It sells for a dollar a copy to llOn-sll bscrihers. In addition, a page of television results appears in alternate iSSll e ~ of SPONSOR. (!. ~ T hat is Phoneyision and when will it go into operation? Groceries distributor, New Orleans Million A. Phon e v i~i on is a pay-as-you-watch method of video programing planned by the Zenith Radio Corporation. Ninety days of tests a rc planned in the Chicago area starting 1 October with viewers paying $1 fo r each Class A movie they see. Specially equipped TV sets to receive the Phonevision programing will he set lip in 300 Chicago area homes. PeoPle Q. ~ T e know radio and TV set production an' on tIll' inc'rease but how abollt Fl\1 s('ts'! Appliance manufacturer, Chicago A. According to an e"timate of the Radio-Television ::\'lal1ufacturers Association. FM and Fl\T·AM radio set output tot a led 539,852, a n increase of more than 115.000 over the same 1949 period. \VHO study of Iowa listening, just completed, shows 7.7% of CBS Im,,-a homes with FM sets in 1949: 13.4% in 1950. Q. When did SPONSOR earry a story on R adox? Advertising agency association, New York A. We carried a story OIl Sindlinger's Radox in our 26 Septemher, 1949 isslI e. page 28. Means Q. Approximately how many foreign language stations are there in the U. S.? College professor. St. Louis A. Foreign langllage broadca~ting in 33 tongues was reported as a regula r procedure for 384 ~tatioJl5 according to a recent survey by th e National Association of Broadcaster!'. Foreign language p rograms va ri ed from less than one hour a week 011 these statioll s WONC to more th an 25 hours weekly. !~ ------~ ; Q. Can YOII give us the bt(·s! tn'n cls ~ as far a8 adverti8ers are ('on cerIlecl~ from night to clay time network prog"aming ; night to DURHAM, claytinu· ~pot programing and from radio to TV? North Carolina Large advertising agency. New York A. The :-- e trend:-. are disclls!'-cd ill ollr FALL FACTS i!'sllc. 17 JlIly. 5,000 WATTS Q. '''hat ~tation~ in New O"lean8 are geared to ('ontad the Negro 620 K.C. market '! Transcription compan), executi ve, N ('w York A. T he following disk jo e k ey~ serve the Nt'gro market in New Or· PAUL H. RAYMER, REP. l ea ll ~ : Poppa Stoppa. \VJ.MH: Ernie Bringier; George "Tex" Steph ens of \VMHY. 16 SPONSOR New develop.nents on SPONSOR stoJ-ies See : "Quaker rug's magic carpet" p.s. Issue: 24 April 1950, p. 24 ISubject : Armstrong Cork Company The Armstrong Cork COlIlpall) , well kllOWIl for it:-: ~ul'f'('~:-ful radio '~ ~ Time ~h() w. is HOW in tel t' \ · i~iClII . :-: I'O:\SOH lllentiOlwd that tilt' {'olllpall~ platltwd to lise th(' IlW "Play ball: 1950" p.s. 10 April 1950, p. 30 Liberty Broadcasting System With a giant striclp. Gorden McLendon, president or the Libert) 5000 watts DAY Broadcasting System. Dallas. recently announced plans to broadcast major professional football games regularly on a coast-to-coast hook 1000watts NIGHT up. That's going some for his young outfit. Directional In its 10 April issue, SPOl\:-:OH reported an LBS basehall Ilet of over 200 stati ons; thp football uet this fall will link more thall 300 San Antonio's Oldest stations. '111e stations will carry every game of the Xe\\' York Yanks, Music and News Station at home and away. Games wilt he aired direct from the field. Liberty claims it has becullle Alllerica's third largest network fin ~efPee4ellte4 ~t, station numbers ) with 2.37 affi liates in 34 states. According to the I, Forioe & Co. network, Oll 1 October it wilt expand its operations illto 4H statps and plans to include over 300 affiliates. 14 AUGUST 1950 17 North Carolina Rates More Firsts In Sales M3nagement Survey Than Any Other Southern State. More North Carolinians Listen to WPTF Than to Any Other Station \ • 18 SPONSOR t· , ' I J t . ... f· \. , I ARTIST JARO HESS IS ONLY KIDDING BUT NOW AND THEN ACCOUNT EXECUTIVES FEEL THEIR CLIENTS LOOK LIKE THIS What agencies would tell clients ... if they dared ,'"" on, 0'" "'o-'w, ",," l "~:;P:'i41n H. Querulous ",I eGee \\as a singing. I want to build up the COI11- briefed hy the agency radio depart I • 'l::!~0i!:!d hubble-gum man ufactu rer pany name. " ment and sent in to talk ~IcG ee out of ,dth wads of dough and plenty of bub The agency men were aghast. ~Ic his interest in music. ble-gum production knowhmL A few Gee's hubble gum couldn't hope to gain Once he saw the re~eaH'h fact:" and years ago he decided to go into net a thing from a musical show. Hesearch figurps. l\ lcGee broke dom1 and ad· work radio. He went to his agency has shown that kids don't go for mu mitted the whole thing wa:" hi:" "ife's with this proposal: sic. not the ones in the bubble-gum idea. She wanted to ~{'e him ~I)On:"nr "I'd like to see you build a show age b rackets. an) how. something the ladips in hpI bridgp dub with something to it. Good mu"ic. some Finally. a brave account man "as could appreciate. 14 AUGUST 1950 19 T',ese (u-e SOllie of tI,e ICOI-St SPOIISOI- foibles (IS tile fltJellcies see it lack of faith in the agency I Accepting non-professional opinion T o da~ , YkGee spon~ o r" a kid,.' ~ how and placates hi ~ ",iff' ",ith an extra trip to Bf' r111uda on the added profits ifs helped make for him. Thi" o nl~ slightly apOCT ) phal anec TIll' (IUe~lioll~ below are .1(' 5. Do you ke('p your agt'n('y dote puts a fin ger on one of the ke) agency gripes against sponsors: their ~ igllt' d 10 pUI Ihc spollighl on in Ihe (lark ahoul ultimale 01. tendenC) to let personal. non,profes you a~ a ~pon~ol'. Sc'orc 2 I' OJ' j('clin's of yOlll' fin11. prefer \ sional opinions interfere \\ ith logical y( ' ~; J for ~olll('lil1le~ 01' douhl ring 10 1('1 il work on a shorl- program or talent choice. fui; IIll'n lotal your s('or(·. In rangt' hasis '! o SPO]\'SOR recentl, made a tour of' • f(· ... )J·ctalion helow. 6. Do you pul off geHing a large and mediulll-sized agencies to gatllf'r just suc h gripes. Purpose of the I. Do you feel Ihal your' fair ,~ ol'king kn(ml('(lge of Ihe new Il'l'hniques an(l complexi tour \\ as not to serve as a safet) yah'e agcncy ('an'l 1)«' Il'l1slc'd [0 do for the pent-up emotions of agellC) ra lics of TY? D ils 1)('51 011 a 1)J'Ogl'aJ11 or all dio and TY exec utiws. Rather. SPO;\:' IIIHlnCCIIIC'1I1 calli paigll '! 0 SOl{ hoped tu uncoyer flaws in s p o n~ur 7. Do you lake il on "OUI' thinking about radio and TY: S O H ' self 10 il1~lnJcl your lalenl 011 2. no you It'lul 10 gi\"(' points in agency -sponsor relationships; how 10 do Iheir assignmenll'l. C"('l'('on~idcraliol1 10 Ihe opin and suggesti ons for improvement. inslead of 1·(·lying on Iht· iOI1~ of people you 111ect COI1- Probabl) extreme cases like :\lcGee's are in the minority. But if just a fe\\ cerning yom' hroad('a~1 a(h'er o athe rtisers ~ ain just a littlp added in li8ing~ t'n'u wl]('n Ihe~ " re nol 8. AI'c' your plall~ for radio sight frolll the points Ilroug ht up here. I'xperl~ or peopll' Ihe ach'er anci TV a(herl ising hased on this a rticle "ill have served its pur lising i~ (I('~igucd 10 rC'ach '! O ha~ly ('olH'eption allci impull'le pose. I'alhel' Ihall on a searching In a second article, SPO;\:SOH \rill at 3. Do you IC' lul 10 pooh e~lilllalc ' of yom' acl\'crli~ing tack thf' subject of agency-sponsor re, pooh 1111' lillie' cI('nll'nl whe'll o lationships frolll the other angle and ~'ou make' J'l'CJII('!'ls 10 IIII' seek to point out chief ad\ ertiser c riti cisms of agencies. Obyioush , there's a o A s('()J'e of 12 10 16 pul~ you d(·finilely in Ihe problem need fo r just such airing of prohlems h) an objecti\'f' source. Agency 111 ell ' .. Do you has(' YOUI' re('olll ~pon~()J' class; 6 10 11 makes CHn 't tell ofT their clients: the) don't lIIelulalioll~ 10 ~ ' ollr agen('y on you a hordt'I'IiI1l' ('a~e; Iwlow dare (though SOIlll' of them shO\r sur "('0111111011 ~('I1"e" I'alher Ihan (i indi('alel" Ihal you'rc one of prising courage a t times ) . Adwrti,.t>rs. on a 81udy of pro\"('11 hroad- Ihe (·Iit·n ts ageucies lo\'e 10 as \\' ell. ,uP reluctant to cOllie (Jut with cal'll adv(,I'lising I'lll('s '! o w()J'k wilh. basic ('fiticisl1l~ ulltil their relationships \\'itl! their agellcips l'I' uch tIl(' I,)'('aking point. 20 SPONSOR o 0 Over-attention to detail Setting impossible deadlines Probabh tIl{' chief complaint of keep ill the lllood of the other l1 el\\ ork wh a t th" agenc, pl a nners fed is a poor agency radio alld TY pXN'uti\ ' e~ was slio" s surroullding thc time spot. (3 ) 111 ow', lllcidentall) , d OIl 't try to fi g nre based on the s pon sor-~ lal'k of faith in Get SOI11f' el1 tirel) (liflerellt program out ,,-hat net work show is described their abi liti e~, In mo~t of tl1(' IS agen ing. here. To protect the ag,f'IIt'y, its idell cies \'isited. FA ITH was th e theme ad Of tl1(' thre(', the ('olllefh - show tit~ has heen ('o ll (,pa led by a few twists men st res sed fi rs t. seelllf'd most logieal. 'I'll{' agf'ncy rea o f the fac t:-. " Damn it.·' said onc of the 1ll0~t soned that a fourth detecti\'e stor) on Similarly. the i(h'ntity of the real straight-from-thf'- shoulder radio-TV di a t that time was too much. There just H . Q. ~kG ee was disguised in the a ll f'C reetors in the husiness. " these g uy~ go weren't lhat Illany dc\eeti\'e fans. In dote a t the lwgi nning of this artie\p. to a corporatioll lawyf'r o r a doctor e\ itahl)', a cO lltrasting sho w would pull But J\J.cCee has his f'o untf'rpart in rpal and they don't peer o\'er hi~ shoulder an audienee of people who don't like life. And. unfortunately. his fai li ng while h e writes a brief or loob in the detectiY e storie~. And a comed y ~ho,, ' was ci ted by the majority of ageneies fluoroscope. But when it comes to the ~een1f'd right because there wa~ an au as typical uf some of their clients. ageney . , . wham. \~ T e 're the guys tlif' dience built up tn that mood availahle Apparently. the personal likes and dis sponsor watches with an :\.ray eye," on the lI et\\(Hk immediately before and likes o f sponsor", and their ",i,-es a re a Lack o f real faith in the agency is a after till' sponso r's time slot. freqnent cause of trouble. key fa etor in e reating many unhappy All that was needed ,,'as a eomedy Said one top TV ,if'e president: " I situations. To illustrate: show whie h differed suffieipntl y in for would like to kick the next sponsor who This spring, a hig network radio ad mat from the othe r two to sustaill in tells me he didn' t like last night's show. yerti ser deeided to USf' a ~ul11mcr re terest. The agenf'y made prdiminar) What difff'rence does it makf' whether placement show for his regular va riety plalls for building such a ~ ho\\' . wellt he likes tilt-' show as an individua l. I half hour. His ageney was asked to to the spon ~ or. want to know wh a t the mass a udience make recolllmendations, " You guys are taking the easy wa } that "how is designed to reach and in The agenC). which call-t be nanlPd out,"' was the dieu t-s e\'entual re fluence thinks. 1\'e hafl shows wi th for olwious reasons. is onf' of the old sponse. He fdt that the agency wanted 32 ratings on the air alld then the S POII est, wi sest. a nd wealthiest in the husi to slap together a comedy beeause that sors told me the sho w wasn't ally ness. Its radio exC{' uti, es sat dowlI and was simpler to do than huild a detec good:- mapped out what the) considered a ti\'e series. He Iwld out for a fourth Another agency radio d irector CO I1l logieal approach. First of all. what '- who dun it." mented: " I frequently wo rk on pro came before and aftf'r the sponsor's The agency mall "ho told SPONSOIt grams which are distasteful to me al's time slut ? Both the sho ws preceding this story added a clineher: "All the thetif'a ll y. J'm a Han-ard Illall and I and following \\'pre comedies. The next till1 e we were analyz ing this thing, we ha,-e a ('ertain fef'ling for literature and question : what's the fare on othe r net owned righb to a detec tive story pack a rt. But I ha\ p learned through ex works at the same time? The three age which we had de\'e1oped a fe w periell ce not tn 11-'1 my personal tastes other nets earried detective stories, years back. I f we rf'ally ,,-anted to interfere with thc speci fi c goals of a There \" ere then three ehoiccs, as take the easy way, we could ha\'e sho\\'o \Tany spunsors lack tha t objec the ageney sa w it: (l ) Sehedule a df' pulled that one out frolI1 the start." tivity." tecti\'e story on the th eory that this Thus it was a basic lack of faith ill A perfeet example of the non-objec was just a good time for detecti\'e sto the agency -s intcgrity and judgmellt ti\'e a rl vertiser was pro\'ided hy still ries, ( 2) Schedule a comedy sh ow to whic h caused thi :- aflvertispr to lI1akf' I Pleas(' /111'11 /0 pagp. 46) 14 AUGUST 1950 21 SH ELL PUTS THE SPOTLIGHT ON RADIO AT MOST OF ITS REGIONAL DEALER CONVENTIONS BY STAGING NEWS BROADCASTS. DEAL Jim Bro\\n, a ha nk teller in Fort \'\'anle. drm-e his new car into a Shell service sta· tion on his way home from work one en:'nillg last ApriL had his tank filled How to keep with "activated" Shell Premium. "That Bob Carlin ( the Shell newscaster) is Ih E' he:"t l1 ewsca"ter anywhere."' hc rc· marked pleasantly . "Thought rd g iy e \ our ga,: a try." H E' 11E'\'er sloppcd ill again. \Vhy? ThE' quest ion of J ill1 BrO\\Jl's con· your dealer happy tinued patronage \\'a:" in the hands of a dealer \fho wasn't as im'iting as SheWs IlcwscastE' !". DealE'rs like this olle arc S hell 's main problem. That's SI)O! nt.·'''SC.lsts and SI)OI·'S(·.IStS~ \\ here radio romes in. By upping dcal· el 1I10ralc. Shell radio programs keep st .. o .. ~ly 1)(·I)I)(· .. ed " 'ith uU·i·eh."l(lisill~. their ~ 8 I e sllla /l ~ bip as "acti\ ated" a~ their gasoline is said to be. ShE'll i ~ one of the l ea d er~ in deli\', erillg IIC\\' c ustomers to the dri\'cwu) ~ o f ,:p nicf' sta ti on operators. But Shell Oil COJllpany a(h 'ertising head D. C. 22 SPONSOR Shaded Area: Shell sales territory Dots: Shell sponsored stations 'el.is is (o.u·.·cut Slwll Oil list of 57 st .. ';OIlS WAPI, Birmingham WCSH, Portland WNBC. New York KNX, Los Angeles (anncmts) WFBR, Baltimore WBT, Charlotte KFBK, Sacramento WHDH, Boston WAKR, Akron KN BC, San Francisco (anncmts) WEEI, Boston WSAI, Cincinnati WTIC, Hartford WTAG, Worcester WGAR, Cleveland WTOP, Washington, D. C. WJR, Detroit WBNS, Columbus WM BR, Jacksonville WJEF, Grand Rapids WLOK, Lima, Ohio WQAM, Miami WKZO, Kalamazoo KOIN, Portland WAGA, Atlanta KSTP. Minneapolis WJAR, Providence WMAQ, Chicago WEBC, Duluth WCOS, Columbia, S. C. WEEK, Peoria WMFG, Hibbing, Minn. WJMX, Florence, S. C. WEOA, Evansville WHLB, Virginia, Minn. KXYZ, Houston WOWO, Ft. Wayne KYSM, Mankato, Minn. WJOY. Burlington, Vt. WMT, Cedar Ra pids KROC, Rochester, Minn. KJ R, Seattle WOC, Daven port KSD, St. Louis WDUZ, Green Bay WHAS, Louisville KMOX. ~t. Louis WISN, Milwaukee WDSU, New Orleans WMUR, Manchester, N. H. WEAU, Eau CI -T LOCAL COMMENTATOR AFTER EACH SHOW \ 'IaJ'::'chllcr and C. \\'. "Chuck" Shu gert, in charge of media, know yery \\ell they are at the mercy of their 25- 30,000 franchised dealers when it comes to turning the Jim Browns into "regulars" \\ ho come hark again and again. The5c individllal dealers, th e Shell a(h ' ertisin~ heads realized. mean the difference between so·so sales and the kind of pUi'h that keep!' earnings moy ing ahead briskly. That's why Shell decided in 1944 they needed something that would not only add a direct seIl ing punch to their newspaper and out door poster a(h'ertising : they wanted something that would ti e their dealers into the program. make dealer" feel more a part of the advertising effort. So in 1944. following a war-curtailed ad program which included no broad casting. the Shell stratf'gists dec ided to start sponsoring IS-minute newscasts (Please lum 10 page 5,:)) Shell programs are merchandised heavily through billboards, and letters. cards sent to dealers 14 AUGUST 1950 23 CBS picture by William Noyes captures joy of kids watchbg th eir first TV show. Tots strongly in fluence ad ult viewing How moppets hypo adult viewing Ohio St.lte ~t .. dy. I)IIIS other e"iden~e, .-e,re .. ls tll.lt lIi~htthne choice of ~ro"r n .. )s" In-o~r.lln is often dete.-tllined b~" b .. s~ r ~ ' O"II~ fin~ers Wlwl1 Milton Be rle lllUf!:S ') ta tc rni\ersity dial') s tud) made the within the difTerellt categ oriC's. into the TV camera ju ~ t 'irst week o f last ~Iar c h. Then '\;; no rea F or exaillple. the aY(' rage rating o f hefore ::)tar Theatre fades ;;on tu believe the small fry of l\'cw (' om ed y dra matic prog rams as a class o ff a t 9:()O a nd plies the kiddies with ) ork, o r Dallas, or Lo :" Angeles exe rt was 111) ( ; highn in home:" with chil urgellt admollitions to be good .. . to I('ss p ull with m a ma and pap a than do (lren than in adult.only h omes. 1\t the Iw c.(Jrpful c ro ~s ill ;:r streets ... to go th eir counterparts in ColUlllhus. Oh io. othe r extre ll1 e', What's My !.ine, a hu righ t to bed n o w, tll a t's ~ uppo se d tu Comedy drama ti c t) pe ~ho"s h ad lIlan in tC'r est type ~ho" , rated 51 ~ c (' u r ry favor with parf' lIt s. the g reatest appcal as a class for Co low e r in IlOmc" with children. It is And that':- a ll to the good fo r T ex IUlllhus c hildre n. Three program types pro bable that this eflec t h olds good in a co p r (l dl1 :-t~. rate(} consistentl" lowc r in h om es "ith prill('iple eH>rywhe re. If this pruyes to Dut " lnde \1 ilt )" a nd hi ~ T f'xas c hildren tha n in " hase" h o m cs- hom('~ be the (' a~ e , an cntirel) new approach COl11 pan y ~p() n ~o r ~ (along wi ih a lo t "ithout c hildrcn. TllP~ we re ( 1 1 "hu is suggest('d fo r e xpanding adult audi of other ad \'erti:"ers I lIlay he s urpri,..ed lIla n inte rest" sh o w!;; ( 2 1 crime or e nces in hOIl1C':" whic h inelUlIC' cllildren. tn IC 24 SPONSOR " Philco Playhouse" rated 27 lJ'<> higher in homes with kids " Fred Waring" in adult was 21 ,/;' below rating in kid 270/0 up than in adult-only. As result, its over-all rating was upped 21 % down homes. O ver-all rating was 10 below show at left ~lall placed diaries ill the homes (If th at o f the population of the cit) a,. a petition \\a ~ m"ailahle fo r Sl'\ en 0 )' 200 families who kept quarter-hour-h) \\ hole. A bout half th(' sample f a mi li es 1110re hours each day o f the te"t week. quarter-hour records oyer a seven-da) had c hildren o f ~ c ho o l agt'. The stud, )' (' \ ('a ls. 0 11 a ",cale 11e\ ('r period. The families \\ ere a ('foss-sec At the tinl(' the study \\as made. hefo re measured , the impo rtance of tion of tllf' tele\"ision-owning homes of ahout 45.000 TY sets had been sold in children in choic(' of prog rams \ie\\ ed Colulllbus, r('presenting ('\"cr) s('ctioll the Columhus area. The situa ti on in b) adults; it a lso confirmed tentati\'c of the c itro Dis trihution of the ~all1!Jl e ColulI1hus \\'a ~ unique in that three TV conclusions of 0111('1' studi(>s wh il'h ill' according to educational and soc io-eco station,"- were in o}Jeration in a c ity o f dicatNI higher spts- in-use statistic ", III nomic le\"eI5 \\"as only slightl) ahon~ 400.00() populatioll. Three-station (,Olll- (Please 111m 10 pa ~e S2 1 Al"ernge '.ours ,Jer week Tt.! ··sets ill use" ill '.omes wit', or .vitl,olft ..·,.ildren 'j: of telel.·isioll viewing Pe ri od A dults W ith Pe riod Adults W it h H omes with H omes with starti ng o nly chil dre n starting only child re n c hil dren no ch ildre n Mornings 1 :00 p.m. 7.4 9.4 0:00 p.m. 42.3 73.6 Monday through 1: 30 6.1 7.9 0:30 54.4 73.3 Friday .78 .20 2:00 5:6 8.4 7:00 60.0 77.5 Afternoons 2:30 7.1 13.3 7:30 59.2 07.0 Monday through Friday 9.35 4. 10 3:00 7.6 17.1 8:00 77.5 70.9 3:30 11.3 22.0 8:30 81.3 79.6 Afternoons Saturday and 4:00 14.0 30.9 9:00 77.9 75.3 Sunday 3.03 2.42 4:30 22.9 42.8 9:30 78.0 72.5 Evenings 5:00 24. 1 01.0 10:00 72.5 70.2 Entire week 25.89 24.51 5:30 26.4 70.7 10:30 63.0 59.0 Total hours -Half-ho ur pe riod s. Mo nday thro ug h Friday comb ined. So urce of this and chart a t left: Entire week Oh io Sta te Un iversity study. This team bats .500 in sales Ah- ~ld"t.·,-tisill!! 1)IIIS hOlne dellun.stl-~ltio n teehllifille seo'-es I.e~l,' il~ ' {Ol- TV set de~tle.-s ill nlall~ - t.·ities When RCA ulI\'eiled its t) pe music programs. ic's radio a(lYertising. A battery of 15 new MP-".\lillion Proof" The objective of all this saturated switchboard operators has all it can line of television sets on Sunday. l() selling: invitations to Dynamic sales do to handle incoming calls from "live" men to visit listeners in their homes. \ July, the reaction was imnwdiate from prospects. "Radio opf'ns doors for a public which had been alertf'd by and bring a TY set along. Home dem us. says Horne. This has bef'n \\'eeks of drum-beating on the air and onstratiuns are nothing new. Vacuum brought home strikingly to Dynamic • in newspapers and magazines. But 1l0~ deaner salesmen, to mention one thruugh occasional "cold cam'asses" of group. have heen doing them for Yf'ars. bod y reacted faster than I{CA 's com neighborhoods where no specific leads But it took "Madman ~luntz," fresh petitors in tlH' \umher One tele\ision are a\'ailable. "Our salesmen find the market- tlle r-.ew York metro~)o litan from his success in the used car busi ice has been broken ahead of them he area. L(>ading the pack as usual was the ness, to work out the successful for cause people are familiar with the Dy leading radio advertisers among th e mula now used hy other retailers like namic name. thanks to our radio ad "free df'll1onstration" s( hool of retail Dynamic in l\, ew York and George's \"ertising. Almost e\eryhody knows ers- I)) namic Stores. nadio Stores in Washington. SPONSOR \\ho \\e are," he adds. D~ namic in New York is llut one of reported the \Iuntz TY success ston in the dozens uf d ealers in T\ cities all its 7 :\'ovember 1949 issue ("Not so This is one of the rf'asons Dynamic m'er the country who are cashing in mad Muntz"). Dynamic and Georgp's doesn't concern itself excessivdy with on "free denlOnstrations" teanwd with Badio Stores an~ using the :YIuntz for pinning down results from individual air advf'rtising. mula enthusiastically, find it works for stations. "We 've gotten plenty of re sults attributable to radio e\en during Dynamic, with six stores in til<' ~ew them as well. York arf'a selling nationally-known ap A staggering <),) j'r of all those who periods when we had nothing on the pliances, including Adllliral televi;;ioJl phone to inquire about home demon air."' Horne points out. He explains "et", u;;(>;; radio locally as thc Hobert "trations of Admiral TV sets, in an· that the \aluc of campaigns such as IIall clothing chain does natiollall) "wer to Dynamic's radio plugs, makf' Dynamic's cannot he gauged by direct on a hroad, "zIIunltiun-frequcncy ba"is. appointments for D) mlJnic salesmen to and immediate results alone, as impres With a watchful eye on the ('ompeti call. Anti a solid 50':;~ of this number si\'e as these have been. Each cycle of tion. Dy\lalllic's adverti"ing mallager, bccome cash cu;;tolllf'rs. Dynamic air ad\crtising generates Sidnpy Ilolllc, won't disclosc' the ~ize " j{adio," says Dynamic's Home. \\aws of publicity and advertising car of his radio budgf't. But the most con "gives Dynamic',., :"alesmeu-demonstra ry -owr \\ hich auglllcllts the selling job seITati\'f' (':"tilllate frum a qualifi('d ill tors a legitimatC' ('XClISe to get into the long after the cOlllmercials havc heen dustry soun'c' is $100.000 a ~ear. At home." This, of coursc, is e\lough for read. peak periods Dynamic has hought tillle any salesman \\orth his snit. ~Iore Dynamic buys tillle un network out on virtually alI of the 1.5-odd stations than 100 D~ " namic :"alcsmcn are kept lets the powerful ~e\\" York "flag ill the New York arca from olle-min busy throughout the day following up ships" such as WCBS aIHI \\'NBC- as ut(' spot,; through two-hollr disk jockf'Y leads stemming directly from Dynam- well as independent stations. Horne ...I 26 SPONSOR 4. ONCE IN TH E PARLOR WITH A TELEVISION SET , ~a) s that \\ hile the quality and relia sonality:' rather thall on puwer and il), it's ';\lom wh o lI";lIall~ ha:o. tllf' filial hility of sales leads pulled by the nel afliliatioll. word. work stations wen' superior, in SOIllf' ~lost of Dynalllic's radio Luys are lT nlike many other uthel'tisers who illdividual cases, to those stemming spotted ill the lIIid-morning. aftemoon, use a hulk of spot allllOuncelllents, Dy. from the indies, the difference by and alld earl) e\'ening. D) namic ha~ namic has never cut tran,.;criptions, large iS Il -l enough to warrant a rule· learned tiJat their best ad,'ertisillg tar· preferring to do them li,'e. Horne feels of-thumb judgment. Horne is a he get is th f' h ou~(' " ife. While the pur· that this is added insurallce against liever in the practice of bu~ ing statiuns dlase of a TY ~d is usually discussed cOllllllercial COP) staleness a factor to on indiyidual perfol'manee and " "cr- at length hy all members of the fam- (Please 111m 10 page 42) Selby' s, St. Paul: this appliance dealer has five half-hour shows Georg e ' s, Washington, D. C. : George Wasserman, president of Wash over WMIN, urging viewers to t e lephone for a TV set demonstration ington appliance firm, signs for more time on WNBW to push TV seh 14 AUGUST 1950 27 Sco re s o f S t~l ti Oll s r OIlO i I sel)hl tale llt.; Ite r ': ill 011 ~l new l~r tal)P(l ! I Fifteen million people earn ing 12.000,000.000 a year constitute a tremendous mar- Ray Bartlett, white d.j. on KWKH, Shreveport, proves it's programing that draws Negro fans ket. Despite this. a strange myopia prevents the hulk of adyertisers from trying to reach it. ~T e!/rO po,udation in .ending nUrrl.. efs* SPOJ\SOR (10 October 194.9 ) pointed out the relati\'ely untapped potentiali ti es of the Teg ro market in an article Negro Percent Esti mated Pop",tioo Mal ket Ipe r priva te population of total no, fa mili es called " The forgotten 15,000,000." household Since then additional e\-idenee proves \ that programing aimed especially at New York 819,450 9 7(1 212,000 3.5 :\"egroes sell s heavily for national and Chicago 447,370 10 111 ,300 4.0 local sponsors. Top sales men a re the disk jockeys .' Philadelphia 439,410 13 113,000 3.6 throughout th e country whose music. Detroit 348,245 13 83,400 4.2 chatter. and distinctive personalities at Washington 285,988 24 68,000 4.2 tract huge and loyal audiences. The d.j. may be white. he may be colored; Baltimore 284,383 22 63,250 4.5 the important thing is whether hi s pro Los Angeles 240,375 6 56,250 3.2 gram appeals to the majority of Negro listeners. Programing is the key. St. Louis 239,470 15 67,000 3.4 Here are some samples of what ~e Birmingham 209,760 42 54,500 3.9 gro di sk jockeys can do for sponsors: Jon Mas ey 0 11 WWDC. Washin g Newark 195,552 6 48,100 3.5 ton. ]) .c., sold 5.000 sets of 1.98 ball New Orleans 166,824 28 44,500 3.6 point pens for the Super A1usic Stores Memphis 163,742 41 45,300 3.6 - all ill a si ngle week. Ned Lukens (a white d.j. wh o calls 142,885 Atlanta 29 40,400 3.6 himself "J ack the Bellboy") promoted Pittsburgh 131,052 6 34,000 3.7 $4.000 worth of business for Jandel Roofin g and Siding Co. "ith tw o spots Cleveland 110,000 9 27,500 4.0 a day on WEAS, Decatur, Ga. He has San Francisco-Oakland 102,465 5 26,000 3.1 also helped add 15,000 new accounts for Hollywood ' Clothiers. who have Indianapolis I 79,740 18 19,935 4.0 sponsored him [or two years. Cincinnati 62,940 12 15,735 4.0 Sister Rosetta Tharpe. with a 15- Kansas City 44,300 10 11,100 4.0 minute record show called Songs 0/ the South. sold 456 General Electric Tampa-St. Petersburg 35,313 20 8,800 4.0 washing machines in 10 Heeks over WDIA, Memphis. l\Iaurice "Hot Rod" *Source: U, S. Bureau of the Census, 194 7, Se ri es P-2 1. Hulbert sold 59 radio-wire recorder 28 SPONSOR :trikes it rich lIe .. &ttio .. IHlve ~ ) W they're e.lshillr.! ,; nrke t I combinations at . 150 each for S e A telegram to SPONSOR from A. C. Nielsen arrived at press time. Ex cerpts follow: "Radio listening snaps back coincident with interest in Ko rea ...• Radio usage for entire day now higher than last year.... Night time listening currently on par with year-ago level, whereas during earlier months this year it had been off 10 Radio is getting bigger to 15% . Morning and afternoon lis tening . .. now up 570." That's the latest word from Nielsen, reinforcing the point made in the article below. J(or«-· le~. dio Iuullese 1I10lee indi"i.hu.1 listenill~, less eos' I)el· 'hOUS;IlUI ••·e, ·euled in IF studies of I·;ulio in11);let 2. From .I nlluar) 1946 to January ] !)SO. 54,000,000 radio sets costi llg f()ur billion dollars were soleI. 3. In 1949. three radio sets were During the past sen'ral ) et more ach-ertisers than ever be sold for ewr: TV set. The WL\[A reo weeks major studies hy fore a re reporting standout res ults. ports p) railliding radi o set sales in \ Be and \-rHO, Des "Joi nes_ haye be They're learning ho\\- to usc ra di o ... 1950. ehiefl) tahle and portahle ("ome a"ailable to adver ti~ ers probing ancl the) 're being helped along by the l1l()del~. for the an:-,\\"ers to th ese gue~tiolls: fact that radio is gellillg bigger. 4. :\10 1' (' mone) was spent last year --How much i~ radio reall} \\ orth? F or more than a year SPONSOR has for radio sets th an for all newspapers Ho\\ well i:-, it doing ill the famil: of presented its continuing study on the and magazines combined. adyertising media?" health of radio. :\lost of these analyses S. Based on \'ie\sen estimates, Radio is gelling bigp.e,.! arc contained in a 32-page booklet which rarely includes li stening to That's eddent in the increased nUIll titled " Radio is getting bigger" avail llIore than tw o sets in a sample home, ber of radio homes; ill multiple sets ahle free to subscribers on request. a n average half-hour evening network within the home; in indi, idual set lis NBC IH·t'~t'lltatioll highligh ts rH radio progralll will ha,'e 6.7 (~ l e~s tening in kitchen, bedroom, liviug dio's growth. Jn a simple. factual potential ciH'ulation this fall than in \ room. workroom, barn; in more out presentation, NBC has marshall ed pert 1948. But the marked increase of in of-home listeni ng ; in dt'dining cost illent facts adverti sers want to know dividual set listening in the h()me, not per thousand. about th e dimensions of radio. Here fully measured hy \'ielsell, reduces • This doesn't mean that all stations are some of the standout statistics it this percentage. offer adYerlisers more thall they did includes: (I. Fall 1950 "iII find 35,097,000 (lne year or five years ago. \ 'or does 1. \,' hile 1I. S. families increased exeiusi \'ely radio families as compared ll it lIIeall that the advertiser can afford 5 J million ill the four years ending to 10,000,000 TV families ( practicaHr to relax in his effort to lI1ak e profitable January 1950, radio familie~ rose 6, all TV families also own one or more use of the mediulll. A husk) segmellt j02.000. The radio family growth far radio sets). uf the radio broadcasting fi eld is ha\- ~lIrpassecl that of ne\\'spapers, or tele '7. Radio is truly national, sat ural· ing rough sledding; nUlllerous pro· vision fa milies, or the four top na Illg all markets. Television this fall grallls sho\\' a downward trend. tional "ef'kl) magazines. will reach 63 markets with an a\"erage ,. COST PER TH OUSAND BOSTON MAY 1950 $!.95 $3.43 $3.59 it II~ Nelwork Television Life ThiS Boslon Radio Week Posl market penetration of 3,:)( c. Radio reaches more th an 9.3 r c of all familie~. 'olen listell""'s IiI; ... tlu- job "tufio is doill!I >'.' 8. If all non-TY market:, (such as Lo ca Portl and_ are., and J) ell\'er) were Listene rs' Appraisal Schools ["-lewspapers Rad:o G O'/ e rnmen- C e) lumped together ther would equal a ------market se\'en times the sizc of l\ew I "In this area they are York City. doing " The XllC study include" two impor tant suneys. previously reported by An excellent job 11.05% 7.45% 12.7 lj( 3.7 ':( 21.Fo S I'O:\SOH. which re\'ealed radio li:,tcn A good job 59 .S 64.6 70.0 48.5 65.6 ing as AJlH' rica's fan)rite leisure-timc Only a fair job 13 .6 13.1 23.3 7.0 activity. For/line magazine ill 1949 19.5 stated that 51 r~, of th c men and 5 - t ~ A poor job 1.2 3.4 1.2 6.0 0.6 of the women named radio listening Don't know 14.2 5.9 2.9 IS.4 4.9 when a~k e d: " Whi ~ h two or three of the things on this li st ( including many recreational activities 1 do YOU really enjoy doing the most?'" . Iftu'io tu .. i"~1 'Wt""~1 ' ·".ou,os t'fli'U ill tHO(""fI!lt" 'OIlOt, l.oUl ... "" A 19~n Psychological Corporation ~ tud y found that n5 % of the people (Figures are total hou rs reported divided by number living in Diary homes) interviewed listened to radio on an Total Average Average Averag e a\ erage day, and that they ~pcn t four (Average Woman Child C hi ld 12 · 18 4 11 alld a half hours doing ~(). '\e\.... ~pa Home) Over 18 pers took only 58 minutes of their --- -- time. Ollly 257<, read l11agazille~, Average weekday 13.95 hrs . 6.67 hrs. 2.61 hrs. 2.9 I h rs. these for onl y one hour and four min 3.44 hrs. 3.72 hrs. utes during the average day. Other Saturday 15.59 hrs. 6.60 hrs. fi g ures in the P. S. study. confirmed Sunday 13.52 hrs. 5.S6 hrs . 4.41 hrs. 4.19 hrs. by a recent Pulse sun'er , H'\'ealed that ----- the average person wh o li:,tcned to the radio out-of-home spent 93 minutes do ing so. During all a\'erage day. 23r ~ Olle Ollt oj' ... to"",U tleO 'Oletl I.om ... s luIS nu,,'''' tlU'" 011(" ,O tl(lio ':< listened to the radio away from home. 1950 Survey ~o Survey I 1945 Survey The ~13C presentation quotes the Dr. Laza rsfeld discovery th at "radio advertisi ng is better liked. commands Percentage of all homes owning radios 90.S7o 93.6 ~o 9S.9"o more attention, registers better recall Percentage of radio homes owning: I than printed advertising." Place and frequency of advertising is flexible in Only one set in the home SI.8"o b1.5 % 51.2'7r Iadio: it is not controlled by issue Two sets in the home 13.S% 29.4% 35.6"c dates as with magazines and new~pa Three or more sets in the home 4.4 ~~ 9.1 % 13.2% pers. The advertiser has 110 competi tive advertising or editorial mailer to distract him. Listening generally 1S *Above figures based on 1950 Iowa Radio Audience Survey conducted by Dr. F. L. Whan. (Please tum to page 34) Radio is growing ~ than America Circulation increases between Jan. 1946 to Jan. 1950 Radio NBC Network 1145 Newspapers ...... ------~~ .g o r fit by yo u ------ , - , ...... ~" , -- -~--- :rade paper adve t· • New boo k I e t-" The Hap p y M e d ; u m " --0 f ; n t e re s t t 0 • station managers • a~ency account executives • copy writers. buyers and sellers o f radio and tv t ime • ' and oth er trade p<3p€rs 1 Tr - ----".--- r-. -~" ~ .. -t. - a ." t :. J l f.Jl\ \ SPO SOR ... the shortest d istance b~t-ween bryer and seller It • • • • • • • • • • ______• • • • • --~ • • • • • • __ __ • .. • • • • .. .. • • • .... ~ • ••• -4 5::: -- .S :::: ;- :, : \.'.: : ~~ :. ~ . ~--: '. ~ . .-: ... , :: .. ~- - -==:~ :=-= - -: :: --- -- ••• •••• • .-...... --.--. •• .-. • -. ..-.-. .--.-.-.-.-..-.--.--.-. e- ••••••••••••• .----.---. 1 I .1 .' RADIO IS GETTI NG BIGGER "OIV J·(ulio CO.llpfU·etl Ivitll lIelvsp"pe.·s ill I COlllilllled frolll pagf' 31) Pille Bluff cOlilpetitiL"e test " easier th an 1't>acling. SPO;\SOI{'s " Radiu Re"ult:-" featurc attests to the selling power of the human voice. As SPONSOR SERVING SOUTHEAST ARKANSAS also reported. whcll DUll oS: Bradstreet asked retaiier,;, " ,,'hat media would PINE ElLlII'l'. AR~. July 29, 1950 . YOU rer.ollllllt>l1d for a national adver tising campaig'l ?" radio was far and away the #1 medium. Sponsor Publicat 1ons, Inc., 510 Madlso n Avenue, The "'\ BC report gi\'e~ a concrete New York 22. N. Y. example of th t> economy of radio ad vertising. A household itelll adverti,, Gen tleme n: er, testing premiullls in four media, First let us extend our congratulations for the l ' grand J ob SPONSOR is doing. We especially enjoyed the article di"roH'red that radio dclivered inquir "What Pulls 'em In" in the June 19 issue. Please advise whether ie:< at the low co"t of 10c each; maga reprints are 8lIa1lable. and the cost. zi ne" were 13 limes more costly; daily You will probably be 1nterested in a local radio newspaper four times more costl y; success story - a rad10 vs. newspaper pull-test conducted by Lea's Nen's Store. 322 Main Street, Pine Blutt. 'unday supplemcnts more than twice This tes t was arr ansed by the writer anj Mr. George the radio cost. Lea. owner of t he st ore. and conducted by the sales~en in the To illustrate comparative Ilwdia cost. st ore. The store has been an infrequent radio user in the past, t heir appropria tion runnine about 5 to 1 in favor of newspaper. ~13C point:-; out that for $21,000 all a nd Mr. Lea to 1<1 us be fore the tes t thaI;. he expec ted rad1 0 to adverti"er can huy a full NBC network come in on the "tail-emil of the deal. half-hour evening program- time and As you will note in the enclbsed copy of Mr. Lea's let t er to us. radio made a very n1ce showing. talent. And for Ihi" sum he has 34, OOO.OO{) families as h is potential audi You are welcome to use this letter. together with the facts contained 1n Mr. Lea's letter. enre. In order to match this circula Keep up the good work. Nore pow'er to SPONSORl tion \\ith llewspapers. he would have to buy L145 of them, and this, of course, inc\udt>s a lot of dupliration. Yours very truly, I f he were to u"c magazines. he would Radio Sta t1 on KOTN han' to buy the nine It>adi ng circulation magazines, again with a goud deal of duplication. Whcn he 11ni"he EVERY WE - .. . with ... KRON_TV f . EK all these NB ans In the San F. . this interest -ALL with the selli~ ~~~;~;tk al~~ top l~:a~c;~~~\,Bay Area sec 4 DRAMATIC PRES of Clear SWeep" t sl···~r~scnte<1 the-family parade ENTA TlONS e eVISI0 . 6 SHO 3 11 • Ws FOR CHILDREN THAT PRESENT FASHIO of programs that 10 FE 5 NS ATURING INTERVIEWS AUDIENCE PARTlCIPATlO keeps folks dialed 5 WITH MUSIC AND SONGS 3 SHOWS ABOUT SPORTS N 6 VARIETY PROGRAMS 13 MISCEllANEOUS to Channel 4 ( \' NEWS TELEN , ote: SUllie uf the 'EWS, REGULARLY grouped under llIo programs here ref Also, llIany ) re than one sub" erred to are telecast thro~rhgrams listed nume/t'c~l classification g OUt the week 0 lea Y only once· r several t" are lmes Weekly.) SPOTlight your tele-selling with nA" spot schedules on ... SEU MORE ON CHANNEl. 4 Represented nationally by FREE & PETERS, INC. ... New York, Chicago, Detroit, Atlanta, Fort \\'orth, Hollywood. KRON -TV offices and studios in the San Francisco Chronicle Building, 5th and ~1 ission Sts., San Francisco 14 AUGUST 1950 35 . ~r. Sponsor asks... -- n ' IH~JI medifl .u·e selected f o r n ,ultionn' c flJJlP"igJl ~ nre rndio .Huf TV subjecte d to t ougher scrutiJiU tlu'JI JJu'!Jn z iJl es .Huf 'WICS pfI,Je ,·s? Irvi ng A. Kathman I Vice president in charge of sales Eversharp Inc., Chicago there "ill. no doubt. be furious talk - namely selling it to the sponsor. Sell The tluo" n around. \\"hile there has been ing radio to a sponsor is a fairly com much (' onf usion, f'lIough sound re plicated matter what with difficulties in l)ieKed I)Ullet :-;f'arch ha~ been made available to hclp enunlf'rating classes of time. talent .lns,,'ers lIlake judicious purchascs of radio and charges. pxtra charges for transcrip .!llr. K.lthn.. lll TY time. and programs. C nlike maga tions and so on. The potential sponsor zine and newspaper research. however. gets so cOllfused that it is difficult for Yes, the purchase these ) ardsticks. such as the l\'ielsen him to figure out what the prospe<.'tive of rad io and tel and Hooper ratings for radio and TV plan is costing him. despite the agen e , - i~ion on a net and the various other studies are seen cy's facts and figures. It will take a work or spot ba regularly and studied by many agenC) considerable amount of time to edu "is is, generally and client executiycs. Consequentl) , cate potential small time sponsors to ~pcakin g . subject when decisiuns are to be made, man) lend a willing ear to radio and TV cd tom u c II minds arf' consultf'd . Important also is p roposals. tougher scrutiny the fact that a network radio or TV L A WREl\CE KAl\ E froll1 adverti:-;er:-; show usually ill\oh es a much greater Execlltive Vice President \ alld agencie:-; than financial outlay than a magazille or Lou-rence Boles Hicks i~ tllP buying of newspaper campaign and is llluf' h less New York Mr_ Parnas magazlI1es and flexible. Therefore. the to ugh scrutiny. lI ew spaper:-;. And that seems logical. H _-\RRY PAR:\'AS :\Iagazines and newspapers are lI1uch Hedia Director \' o. I don't he older media thall radio ur TV alld are Cecil tr Preshrey lieye they are. In therefore more familiar to the huyer IY e/C rOrh- the I a s t few and to those who must approve reco/ll ! ears. advertisers mendatiolls. The 1\.n.c. rcports. the Yes. radio and beeause of 1Il Starch Reade rship re ports. the Contin TY are suhjected creased competi uillg '\ew~paper Readership Studies hy to duser scrutin) ti on and rising the Adwrtising Hesearch Foundation, than magazines prod uc tion costs, and the \Tagazine Audience Group and newspaper~, a re more than :-;tudies providp thc advertising prufes primarily IwC'uuse e,-er endeavoring :-; ion with fairly sound yardstirks to ) ou are dealing to make their ad- lII easure the worth of print lIIedia. with "hat UlIloUts Mr. Young , ertlsmg dollar While it is true that ~olll e of these tools to an intangible. produce the greatest sales possible. A~ are suhjec·t to criticism. their findings ~t udi es of audi- a result , all media are carefulh a re on the "hole generally accf'pted. p n c e measure "eiglwd in relation to the joh to be a~ Mr. Kane Ihdio. on the other hand, while pro~ ment and a udi- ("oll1p li sllf'd. Being older media, maga pering g rcatly and providing the adver enee classification an' more difficult to zines and newspapers are naturall) ti~er with a very efTective medium. has obtain with accuracy than in the case more familiar to most advertisers and too often heen furnished very confus of 'publicati ons. Probably one of the therefore are subje<.'ted to less question ing researf'h. First there was the con g reatest drawbacks for the smaller as to their actual operation. However. trO\ ersy lH'tweell the C.A_B. and 1I00p sponsor is the inability to monitor out once the " mysteries" are removed from er. Then Hooper and ~ie l sen in radio of-town shows. Neither the agency llor tcle,-ision and radio for the advertiser a nd TV. Alld IIO\\', the dehate hct\\'cl'n dif'nt has the opportullity to li stpll in: new to these media, the application of J looper alld The Pulsp. The B.\-l.B. performance cannot he checked prop them as well as all other media would contrm prsy is also :-;till frpsh in our erly: thus a good deal of faith is re bp subjcctcd to the same scrutiny as to minds. TV has as yet no g en ~ rally ~lC quired. Once an agency is sold on ra cO\-e ragp, cost, and 36 SPONSOR ~Iost agencIes ha\"c on theil stafIs expe rts in all forms uf 111('(lia. It i~ a runetion of these experts to ha\ e COIl1- plete kllowledgf' and data on all me dia. so that when ca ll1pai gn~ are for lllulated all availahlf' data on a medi The Newest, um is pre:-wntf'd. TI1(' amount of SLTU till) (If a particular mf'diulI1 might he Most Complete governed by the data a\ailable and tl\(' believability and reliabilit) (If thi~ ill formation. AM Facilities I do not lwli e\ e that in a carefully planned campaign, an~ one medium Comparable to would receive any doser scrutiny than allother. An agf'nc) which is interested the Nation 's Fin est' in the result of a campaign would cer tainly see that all media recei\ed equal anal) sis and considerat ion in relation to the results which thf'y hoped to ob tain. THOl\L\S H. YOU;\G Calkins d' lIolden, Carlocl.-, M cClintoll d' Smith New Y or!.· N(WS 1 dOll't th ink so. ROOM 1II Ollr organiza MASTER CO NTROL tion, for instance, when the objec- . th es for a par- ~~~~;;.:::.:=.1-"""" t~==='·-=]~ ticular national I campaign have STUDIO "c' been agreed on. each medium is subjected to an ; ! upon all the ac- · Mr. Daly 7 analysis b a ~ e d , cepted facts and statistics available. I The ahility of each medium to accom- plish can;paigll ohjectives efficientl} ' 0 ·· and et:ollomically is carefully weighed before de{;isiol1s are made. However. while the scrutiny is equally tough for all media. the rapid growth of televi- ' sion and its effect on radio listening. magazine, and newspaper reading hab-, its pose many questions which need to be answered. \Ve will continue to study , ('arefullr all th e fac ts a\'ailahle ahout I television and its resulting effect on all • From preliminary plans to proven performance. other media. W D S U's new AM studios are the finest available ... with the latest technical equip JAMES B. DALY. JR. ment including full recording Assistallt Director 0/ Media facilities. For local New Geyer, N elcell (f- Ganger Orleans .... or for nation New York wide broadcasts ... W D S U can successfully plan and produce out Any questions? standing radio shows! SPONSOR welcomes questions for CAll JOHN BLAIR! disc ussion from its readers. Sug gested quest ions should be accol11- panied hy photograph of the askt'r. 14 AUGUST 1950 37 THRIFTY Coverag~ This SPONSOR department features capsuled reports or broadcast advertising significance culled from all seg of the South's largest ments of the in dustry. Contributions are welcomed. Trading Area /\d,,'ts (·oJ·J·nlled .dOJ '~i(1s 011 U','VBn'·s IfnilgeJ·s CIIf', Hopalong Ca~~i(h and the lesser mail with program sponsorship. WHBQ, Memphis, with 25 c o\\'pokf'~ riding the TV range are the From the tiniest listening "ranch years of prestige and know holte~t thing in video. and "'ponsors are how, presents its advertisers han(I" to the participating sponsors capitalizing on their appeal. with a splendid coverage of and parents, eyeryone benefits from this market of brilliant poten But some sponsors, while lassoing t he activities of th ~ Circle Four ~ho\\". tial ... coverage that brings the small fr). have forgotten to corral * * * positive results for every the kids' parent,.;. WNBW. XBC-TY CBS to 'fI.flU·" biggest penny invested. in Washington. thought of eVf'ryone j'fllI ,JJ"oJJlotioli ~Iet sponsors. children and parents-when And our 5000 watt (1000- " This is CBS- The Stars' . \ddr es~!·' thf'Y got on the \Vild West bandwagon. night) WHBQ (560 k.c.) is This phrase will ke) note t he biggest \Vhat the) have evolyed is the Cir rate-structured to give you program exploitation ('ver undertaken cle FOllr ROllndup Ra1lgers Club, a REGIONAL saturation at by a network and its affiliates. Direct, little more than what you'd '\Ionda) through Frida~ film and dail) expect the local rate to be! dub meeting. TEll US OR TEll WEED Psychologicall). th e Cirde Four that you'd like additional Club plays into the hands of parents. facts re our W1\'BW madf' up membership cards with four Circle Four Roundup Haug er rules of good conduc t. These rules of conduct give mother and father a .MAGIC free range to tell little J ohnny he is ____... _ ~ $' .A.Dl:>l~.E e e not living up to the Circle Four rules John Cowden explains CBS fall promotion plans ~ IN THE - for almost ANY minor violation of MID- parental discipline, It's little touches I)' benefiting, along with CBS and the 90 0/0 of it~ member stations participat SOUTH ing, will be sponsors of the 39 fall pro grams to he promoted. Louis Haw; man, CBS V. P. in charge of sales pro motion and ach'ert ising. will ~u perdse. The campaign. beginning on 26 A u gust and running into October. will in, dudf' over 1.000 separate announce, ments. These commercials ",ill be u~ e d heavily on disk jockey and wom e n·~ programs. Singing commercials han> also been devised to tie-in with tl1<' WNBW cowboys show Circle Four Club brand campaign. emphasizing the ret urn 0 f nighttime shows after the sumnwr hi like this that build up parental good atus. will for the program's sponsor. Last year ] 52,000 announcements To merchandise tlw show. \VNBW were used in the CBS fall campaign. had neckerchiefs with a Circle Four This year, according to CBS official", imprint made up. Total sales on this the total will be eyen higher. te~t IIlf'rchandising sclwlIle came to 12.- i\th'ertising \fill appear in some 300 500 l1e{'kerchiefs at 25c each. newspapers and ill national magazine,. WNBW ha~ also huilL an index on as well. Eight half-pages are scheduled fil e cards of 20,000 youngstf' r:" with in Look ; ill Oc tober. the entire is:"u f' rHllllP~. addresses and datf's of birth. of Radio Mirror will he df'\-otcd to While tir e program fpat urcs annuunce CBS. mellts, the list can be made available From August until Odolwr it will to an~ spon~or ,,-i:--hin t! to tie in dirpct be " ... CBS- The ~ tars ' Address!" 38 SPONSOR ll'Kl'W sldes""'1I 'JrOl~eS 1\ 1r. lIir::.chmallll aci ds. "Th<:'fc is an ~~ '"Iulio is gettillg big!le." c \ er- growing group that can be rcached In commercials that don't of ~3 Will iam Russell, saleslllan at \~ k fend theil: good taste. I doubt that YW, Louisville, proves he knows how we'd have sold a single tour to our ~G\-" to comhine pleasure with IJU"in ess. particular audienCe had we made the announcement In rln me follow ing a ~t WKID theme song." . * * * ~% n."iefl~1 " " " -r Thc State of :\'laine and the Maill e ~~ Broadcasting Systcm have combined prol1lotionally to praise each ot her's tIIO~ I"ItOCaAIIDbIaC?UII -Df" !II "!II,,-,... c<: ~10 -""''"''''''p''''~I~ ad vantagcs. Thc theme is "1\n y" here ~r", you vacation in Maine yo u'll enj oy '"co _ ,l"-_He. I ...... • good radio rcccption from a Maine Ox~"'C$ Sorlp'_· I ...t ...., l""" __ .rt.. ~ 1J '.ooI\&l."t.'r,...,...tl.h~' Broadcasting Systcm station." A dis .. - ...... -- . n -- , ...... '4&;J ..... ,:u .. .. 7 ...... l - _ ~ ~.~ play fcaturing WCSR Portland, WL- 13Z, Bangor, and ",,' HOO, Augusta. oc cupics a window at the State of .Mainc ~t ' Information Bu reau in the n CA Build ~'-4 ing in ~ew York. >~ Bill Russell sent out this birth-vertising order l~n Two WJBK, WJBK-TV excc utives Recently, when .Mrs. Hussell gave have received thc first AMVET Distin birth to a boy, Mr. Russell sent out guished Service Awards present ed in ;t birth announcements in the form of an }Iichigan this year. Award recipients ~m advertiser's order blank. were Richard ·E. Jones, vice pres ident Part of the text read like this: Name ~~ and gcneral managcr of the Fort I n of Program- William Tucker Russell ; ~C dustry Company's Detroit operations, I Commercial Announcements- no extra charge for last minute changes; Live ~t Talent- definitely; Continuity-8 lbs. a- Z 9% ozs.; Additional lnstru('tions ;V\ m script uses a great many loud so und On ... effects, feed talent at frequent intervals. z. ;\Tet Station Time- 2..j. hrs. pcr day. ~ Radio IS getting bigger. * * * 'R ~ LolV ,J,"esslfre cOUlmercinls fire "u.sic to n'ABF fnns Slam-bang singing conunercials sell War vets present service scroll to WJBK execs many of radio's wares but WABF has proven the low-pressure commercial and Edmond T. McKenzie, assistant can also bring results. general manager and nationally famous More than $25,000 in midsummer as disk jocke y, Jack The Bellboy. music festival tours to Europe have (There is anothcr disk jockey also been sold via the low·decibel kind of known as lack The Bellboy. He is Ned commercials the station demands of its Lukens of WEAS, Decatur, Ga. See announcers. page 28 of this issue. ) The tour itself is sponsored jointly {f * by Thomas Cook & Sons and WABF. WJMO, Cleveland, believes in giving The New York FM station was the sole the sponso r something extra. 'Varner advertising medium for the . 1,085 Brothers ran transcribed announce tours. Station president, Ira A. Hirsch ments advertising The Flame and the man says, "This particul ar selling pro Arrow with Burt Lancaster. To fur gram confirms our knowledge th at ther the promotion, a WJMO staffer there is a large audience of ample fi tape-reco rded a series of one-minute nancial means that can be sold only interviews wi th Lancaster. The movie through commercials that appeal to star explained his routine to be per them as individuals, not as faceless formed in a Clevcland theatre that eve blocks of statistics." ning. 14 AUGUST 1950 39 FOOD MIXER HOUSEWARES 'PO,--OR: :\atllral Food- I n-titllte \ GE:\CY: Foster & Davie- SPO~SOR: D. "I. S. Co. AGE\,CY: Huher Hogc ( . \P~l·LE C \'[ IlI:,TOR't : Th e agenc), used a Iwlj CAPSl'LE CASE III"TORY: This direct sales compan), hOllr program to introdllce a S~ O mixing machine to th e illtrodllced a complete s('t oj kitchell kllives jar the first Alhllquerque market. O rdrrs jar th e jood mi.YCT I/ 'ere tillle ilz Atlanta. Priced at S4.95 pillS postage alld C.O.D. /('/;en hy tel('I i/lOn e ajter the program. A s a result oj this (appro:rilllate total $5.72). The spOllsor, IcitilOllt pre aile Ilrogram , ordNs Il'ere received jar .')C) IIllits or (/ total l'iollS advertisillg. sold lC)1 sets oj kllives ajtf'T only three oj Sl.()no ill sales. Advf'Ttising cost jor th e show I/ 'as Olle-lIIinllte anllOllncelllents. For , 150 spellt all TT ' . th e ~lOO or approximately :';1 .78 a(Ii 'f'Ttisill g cost per (' rer), ([(lvNtiser g rossed $82CJ.65 or a S676'()'s dijJf'Tential- alld mach ine sold. this lI:ithollt brand name estah/islzment. "'< m-T\ . ,\ lIllllf liertlllt' ['[{UGH \ \1 : 'Iixing '.Iachill e W~R · TY. Atlanta PROGRA,.\I: Opel! Ilou,e n em"lI~tr ati o n With .\Iary :\ell h ey I LAUNDRY ~1'():\~OH: ~tar Lallndry .\GEI\CY: Davitl W. Evans C \PSllLE C \SE I1I~TOR 't: The Star Lallndry had a lIell' idea jar packaging mell's shirts so th ey nOllldn't be crllshed ill sllitcases. A tuo-lIIillllte fill1l sholl'ed tll'O lIIell IIl1pac/;ing their cases. One shirt Icas crushed and I/'rin kled. The other. packed by Star. was ill perject condition. The first film prodllced 16 nell' custolllers alld the lallll dry places a hundred dollar evaillalioll IIpOIl each CIIS resu lts tOIllN. Th(' result: S1.600 lcorth oj potentiol bllsiness jrolll an appro:rilllately $23 annoullcement. ](DYL·TY, "alt Lake City PROCH\\I: \\·l' e-tlin O' from Ilollywood BEVERliGES ELECTRIC APPLIANCES ~PO;\"OR: Royal Crown _\GE:'I:O: BBD&O SPO:\SOR: O,tl'r \lanlifacillring \ GE\ CY : h an Hill CAPSULE CASE HISTOR't : The Hoyal Crolun Bottling C:\PSl TLE CASE HISTORY: This advertiser went all Company oDf'Ted 3.000 oNl1lie advertising hats as a pro the Tom Wallace ShoU'. a participating program, the first motion test. The day jollouillg th(' anTlouncement th(' tilll e it ICUS telecast (cost jar a 1-21,:2 min. demollstration 3,000 hats I/'er(' sold and th(' compally was jorced to resort $85 ) . An electric l'ibrator and electric beater-mixer u'ere to air ('xIJT(,sS to reillenish their stock. The company was sholl'lI. Withill tlUO neeks. Chicago State Street stores quite impr('ss('d lI'ith th(' very im11lediote a lUI tangih!e reported all average increase oj 164 ;;~ as compared to resllits oj Tl r adv('rtisill[! alld th(' cost to them lI 'as 11 /:~ (' the /He.Tf? percelltage oj the preceding six I/'eeks. In ad Jlf'T beani(' reqllested. ditioll_ Ion new dealers lare added. \\ lIA"·T\. LO lli~vill,> PROGRA\I: 5'Pl)t \'\'G\-T\. Chicago PROGRA'.I: Tom Wallace Show COUGH REMEDY DISINFECTANT ~PO;\ S OR: Thp Clt' ~ ~npr Co. AGE;\ CY: Clllltlwr-Brown·llernie "1'0:\,';;'01\: ](\ix A G El\ CY: Raymond Sine~ CA P'-;U LE CA SE lIISTOR't : This pharmaCf'lItical finn CAPSULE C \SE IIlSTOR't : '{'u'o aTlllOlllu:emcllts ad u'ant(' t! to a<: qll~int th e plI,blic witll its iJr. /)rak(' Cough vertisillg I\lix disilljeetant I/'ere /lsed on the Del Courtney R('medy . Ajt(' r only jour one-TTlillute anlWllllCel1l(,llls oj Show (approximat(' cost ',sO). Thr('(' days ajtf'T the (lrst jering trial samples oj the m('didlle pillS a Lucky I)('nll)" anlloullc('mellt, 1gO I1Il1il r('qll('sts came in jor Klix. Four sOll venir, the spollsor r('ceiv('d 1,932 reqllests. For this days ajter the secolld, 1::''1 reqll('sts lUere received jar the regional three-station d('ai on th(' Crosley TV nctworl, disinjectllllt. Thlls, as II direct resllit of two one-minut(, ( W L W-T, WLW. /). WI,W·C ) tllis PIIIJlic arquailltonC(' annollllcem('nts, 3().') requests lI'ere receiv('d jar the prod job cost $200. IICt in a short time. WLW-T. Cincinnati PROCRAM: TV Rangpr~ K PI X. San Franci~co PROGRAM: D..J CO llrtn~y Show Srowin g f!;ce" The WDEL-TVaudience in the rich Wilmington, Delatvare market In twckc Illonths of telecasting:. \\'DEL·T\', Del aware's onl) t e l e\'i~ion station. has been phe. nomenall) successful in building a loyal. responsivc audience. This amazing acceptance, together with the tremendous wealth of this lIIarkrt- fijlh ill per capila income- make \\'DEL·TV one of the nation·:;; top television 1m) s. In the first year of telecasting, set sales in its area have jumped more than 7007o ! Ad,'ertisers call depend upon a cO Jltinuance of the pro~perity of this market and upon an e, 'er-growing audience beeallse of ~BC network shows, skillful local programming and clear pidurcs. If you' re in TV, don·t o,'eriook the unique profit possibilities of \vDEL-T \,. Represented by ROBERT 111EEKER ASSOCIATES Chicago Son Francisco New York los Angeles A Steinman Station WDEL-TV CHANNEL 7 Wilmington • Delaware NBC "'" TV • Affiliate .J 14 AUGUST 1950 41 I TV DEALERS SCO RE call no'\". Trafalgar 3-0305. That's Trafalgar 3·0305. Dial TIl 3-0305 for more (, Continlll'd Irom page 27) your free h ome demonstration tonight! 1.(' guarded against in an~ ' campaign E,'erybodY wants th e new Admiral, but abou' 'he PRN .. ill \\ hich the freque/lcy of announce only a limited numb('r can bc satisfied, ment approaches the saturation point. because e\ en Admiral, with the world's • O. What is the Pacific Regional This doe!-n't mean that the basic Dy largest production. cannot satisfy the Network? namic "sell'" cop" is changed often. enormous demand for these new ,,"on A. I t is a combination of , ~ 8 radio sta The main selling points are seldoll1 va cler ,'alues. Dynamic Sto res. America's tiuns from e\"ery significant market in ried. in fad. But Hurne point:;: out largest Admiral dealers, are fortunate California - that pro\'ides all the ad that the use of live cOl11mercial~ per· to be able to set asicle a numb('r of Ad \'antages of network radio, plus the mits a flexibility of delh'ery you can't mi ral se t~ for free h0111e oemon!'tration flexibility of spot radio. get with transcriptions, claily. But It'~ first corne, first sen'eel. O. What type of stations make up Announcers who do the D) namic Get your call in right awa), and be sure the PRN? commercials are supplied with the ba· of yuur demonstration. The number A. Statioll:' ~e le c ted from all of the sic pitch and encouraged to ad-lib again ... Trafalgar 3-0305- Trafalgar J four existing networks, or strong in around it to their hea rt's content- just 3-030S. If \OU liYe in Xe\\' Jer:;:ey depcndents - each chosen for the spe so they (lon't tinker with essentials. ~ ou'lI find it easier to phone :\1ark ~t I cific market it cover,., and for the 2-3191. That":; :\1arket 2-3191 in Tew LOCAL selling job it can do. Thus the announcer r an adju~ tth e pre pared cOllllllel"C ial to his own indi"id Jersey and Trafalgar 3-0305 in l\ew O. Must the advertiser buy all of the Y urk. Call nm\"!" 48 stations that make up the PRN? ual style. "SO I1lC announcer:, prefE'r a 'hard D~ namic bought its first radio time A. No. With the flexibility of spot buy. ~c1r style. but others can do ju!'-t as for Admiral TV sets about a year ago ing he may select any number from Ipotellt a joh with the '!:'oft sell'." Horne on two \ew York stations -'~{MC:\ 4 t o ~8 stations - to match his co\'er age or his budget. or to augment and points out. " We find it worb out best and \rl\IG:\1 - ~checlu lin g a total of strengtheIJ his present f aci Iities. if we leave it to their own discretion:' about 50 gpo t~ a ,\" eek across the board, The chi('f selling points in \)ynam. Results were "surprising" from the Q. Does the PRN provide complete California coverage? i( ·'~ " home demonstratiun" radio com· start. according to Horne. After that expansion followed a stead) upward A. Yes! With more ~,.tations than the mcrcials for TY sets are the names o ther four networks combined, the "I)) namic" and " Admiral." and the CUfye. :\1ost of the Dynamic buys ha\ e PRl\ pruvides lor lhl' first liml' inten· phone numhers listeners are asked to been 10 and I S-minute segments, with . sive coverage of every significan t ("all for a fl('e demunstratiun, It's axio· a sprinkling of half·hour, hour, and California market. matic in all dirfft-selling offers Oil the twu·hour disk programs, 'Veather re \ O. Granted that the PRN provides air that the more often the phone Hum- ports and newscasts ha\"e also prO\'ed the flexibility of spot - what are its i her is melltioned, the better the results. effect i\'e \'elrides for Dynamic COl11n1l:'r advantages over spot? A typical I)) namic spot mentions the cia l ~. • A. Convenience and saving of time numher nine times- the :'\ew York D~ namic callie on tir e TV home dem and e/Tort in buying; use of a s in gle number seven times and the ~e\\" Jer onstration scene just after :\1untz TY, program without the expense of tran· sey alternate number twic('. Here is a Inc. had begun to tap tir e lucratiYe scriptions and handling; and most im· hasic " hard-selling" Dynamic cOlllmer markets in Chicago. l\ew York, Boston, po r tan t: (l sal' i "f{ 0 I 2 O~;- (p Ius cial: Detroit. Philaddphia. \Yashington and Ire qu(,flC)' discollTl(s) on (iml' costs "0) nallliC' Stores leaders in tele\ i· Baltimore. The l\Iuntz approach in its alonc! (Plus important savings Oil present 20-odd markets is based on tran~l11is s ion costs.) sinn sale~ - now offer you the most spE'dacular \alues in all television his· radio. About 90~1: of the advertising O. How is the BIG new Pacific Re ton! Yes, the new 11)50 Admiral mod budget (it was about $1,000.000 in gional Network being received? els are hen'! The tell" ision sets e,'ery 19~9) goes into AM achl'rtising. Tlri~ A. 1\1os1 ellthusiast ica ll y, thank rou! bod) 's beE'1I waiting for ... with ne,,-, means lwtween IS and 20 spots a day J t:s efficient. economical co rerage of the on each station in the campaign. va:;t California market has found ready spn~a tiun a l features ... engineered to :\Iuntz finds a warehouse in the luw acceptance among many advertisers outperform any set. anywhere. anytime anti advertisirrg agellcie,.. ... At S70 le.';5 than any IJre,iolls com rent part of eaclr market. turns it into a combination factory. slrowroom, and O. How can I get more details about parabll:' model! :'\0 wonder e\ erybod\ storage gpace, A fleet or white-panel the PRN? wants the /lew Adllliral! Prove th ese trucks 1110\'e in, and tire ~taff of 200 A. For complete illformatioll. write, facts 10 yourself. Try it before you buy telephone ol)('rators. office workers, phone. or wire direct. it! Just ca ll Trafalgar 3-030S and Dy namic Stures ,,"ill deli\"er the Admiral salesmen, and TY te('Irnician~ starts wonder 5E't to your homc for a free operating in hig h gear. • PACIFIC dpmonstralion, See! Hear! Compare! Like a deluge. th(' l\Iulltz ach'ertising REGIONAL T11I:'r(' is rIo cost. There i~ no oltliga- barrage break:;. un all sides. 3ky\l rit I lion .. , . ing plan e~ \\ean~ the :\Iulltz name alld NETWORK "You\(' neyer seen arr)lhing like tire :;:logans O'er m 42 SPONSOR _. - - - ,._------'- grams rounding out the sciIedulp. Of· te n transcriptions " ,ill he used, featur ing the ,'oicc of \\ell·knowlI anJ\ollncers like Harry 'Oil Zel!. Ken Carpenter, and II arlo\\' \,\Tikox. The pcr~onal rec· ommendation of the:o; e well·known ra· (lio personalitie,.; ha~ a !"1H'{'iul al'pf'al to listeners. The hOl1le-df'lnonstration technique lla:; ,,'orked ~lIc{,f's~full) for Illany oth· .'1' dpalers. III the Twin Citie:; of SI. Paul and ~linne plan" ill the hOllie-trial arena. Rccently I they signed a 52-week contract with :\ew York's \\,1 :\S, which guarantees the station a l\linilllum of $ 150,000 in afh'ertising reyenues. Just what Friend· Holsum Bakery reports "Cisco Kid" 1) Frost will sponsor is still indefinite. is a terrific bread salesman! A single offer of "Cisco Kid" masks III \\'ashington, D. c., George's Ra· stampeded the kids. Although dio and Television Co. began their tre these masks were to be distributed mendous broadcast advertising assault by dealers, the following day, im thrcc years ago. Largest appliance patient youngsters stopped Holsum dealer in Washington, George's han· trucks that same evening-de dips Philco and Admiral TV sets and manding masks! Next day, the Frigidairc products like refrigerators entire supply of 10,000 masks was and dehumidifiers. It has frequently distributed! The station reports: hlanketed all four TV stations in the "Could have used 40,000'" Capital city simultaneously- in addi· All over the country, the "Cisco tioll to hea,,) radio advertising. An Kid" is breaking sales records for SENSATIONAL PROMO nouncements YeW)' in numbe r from 10 many different products and serv TION CAMPAIGN - from to 200 per week, depending: Oil se(]son~ ices. Write, wire, or phone for buttons to guns-is break· and holidays. details. ing traffic records I George's' estimated broadeast hud!!et This ama7.ingly successful of close to half-a·million dollars a y~ar %.hour Western odventure pays for six sports programs on all program is ovoiloble, 1-2-3 four tele"ision stations in \Vashington. limes per week. Transcribed Three ,'ariety shows are carried; one for local ond regional spon· each on WTTG. \VNB\,\', and \\,MAL Tr. T here is an NBC newsreel and a ~unday night feature film on \\,~B\,\ '. a~ well as three musical programs on the sallie station. Altogether, ahout 2.')1 -~ of the budget goes to AM and 75~ ( to TV. ~uc{'e5sful hOllie-demonstration cam paigns for TV sets, "ia hroad ca~ t ad "ertising, ha\e !)J"O\'en just as ~uccess ful in other major American markets. *** - - RTS •.• SPONSOR REPORTS ••• ( Continued from page 2) Looks I ike a bigger BAB With NAB membership expressing its wishes in no uncerta in terms, looks like bigger Broadcast Adver tising Bureau is in making. Maurice Mitchell, out going Director, has suggested plan to separate BAB from NAB while r a ising $300,000 to $400,000 via dues route. De cision will be reached soon rega rd ing basic orga nizationa l structure, with possibil ity tha t minimum opera ting budget will see new set up through its first months. Hope of NAB hierarchy is to sell membership on importance of long-range BAB pla nning to develop sales promotion arm into s trong force like Burea u of Advertising of ANPA. ~ e You'd be happy, too, if you NARSR directory lists 500 radio, watched a steady stream of 71 TV stations by reps ~ vacationists piling into your hotel , at a 47 % better clip Second Annual Directory of National Association of • than a year ago. Radio Station Representatives lists 13 members with $ some 500 radio and 71 TV stations. An additional e Especially when it's summertime and the Miami area-long 62 Ca n a dian stations are served by NARSR members. I) famous as a winter resort-is For booklet, write NARSR, 101 Park Avenue, N. Y. 17. booming with its biggest • summer business in history. e National TV diary service ~ announced by ARB And speaking of bigger business, the American Research Bureau, Washington, D. C. re metropolitan Miami area has jumped search firm now serving New York, PhiladelEEl§~ into 25th place among the leading Baltimore, Washington, Cleveland, and Chicago,will areas of the nation in retail sales, with ~upply network ratings and audience composition for n ear I y $600,000,000.00 changing hands. entire United States on monthly basis b~gin~~ Oct~ber. Regular ARB viewer diaries will be placed in 2200 TV homes scientifically selected and lo @ That makes Greater Miami a cated within 150 miles of TV signal. Samples will ~ choice marketplace for your be changed monthly. New service designed to answer products-no matter what you two basic questions: (1) How many people are watch ~ have to sell ing each show? (2) What kind of people are they? And, no matter wha t you have to sell, you can do it better, I NS provides musical cheaper and faster by using the films for TV biggest sales force in Florida Cavalcade of world's~eatest symphonies, scored the 50,000 watt voice of and filmed for TV, will be made available via In WeBS -far and away the ternational News Service's TV department and the audience leader. All Nations Producing Co~ INS will serve as e sales agent and distributor of the musical films. ~ny Katz man will show you WhY! List of sponsored TV net shows c::ompiled Preview listing as of 4 August of' sponsored TV net- work programs for fall has been compiled by the Executive Radio Service, Larchmont, New York. Listing shows 135 TV programs scheduled. Of the total, 47 are new, 37 are returning from hiatus, 51 have been running throughout summer: 50% of 47 pro grams a re sponsored by advertisers new to TV. • 44 SPONSOR order today ------I SPONSOR Publications Inc. I 510 Madison Ave., New York 22 I Flease send me attractive new binder for my issues of •I SFONSOR at cost of $4. I I The new binder will easily hold a full six Name I month supply of issues. It is built of stron.g, Firm Title I durable material and opens flat to put every I Street I page within easy reach. Stamped in gold. I City Zone __ State I 1949 Index to stories in SPONSOR included I D Two binders holding 26 issues $7 I with each purchase of new binder. I 0 Payment enclosed D Bill me later • ~------~ A few bound volumes of the 1949 SPONSOR issues still available at $12.50 · 1 all tell me the cummercials are too I WHAT AGENCY MEN SAY well educated. fed. :ll1d ho u:o.ed to ha\-e I COlltinued froJII page 2]) long. " the common touch. 1t takes specialists " Who are your friends?" said the who ha\'e trained themselves to think a nuther radio y.p. He brought up the agency man, fis hing for an answer he in terms of a mass audience and who startling ease of the sponsor who COI11- hoped to get. have available research tools to guide plained hi~ sho\\- was too commercial. The answer. ine\ itahly, was that the them. " The shuw was ont' designed to sell to "boys" at the golf club were the friends In both radio and tele\'ision, basic women in the low-income brackets. the sponsor meant. During tbe week, ignorance of the broadcast media ~Iust agencies agree that to sell this the " boys" arp bankers, corporation causes as much trouble as the SPOIl group of women, If' ngthy pitches which law) er,., and prf'sidenb of firms. But sor's failure to be objccti\-e. A time pound home the message are necessary. nil weekends the\ hecoll1p golf-course buyer from one of the top ten ag('n " \\'hat make,. you feel the shuw's tuo radio experts. cies pounded his desk and burst out commercial ?" the agency man asked The agency man pointed the oln"ious with this statement: the sponsor. moral: "You can't go hy the opi nions "I wi sh there was some way w(' " " 'eIL" was the repl~ ' , '" nn' friends of well-meaning people who are too could educate clients about spot radio. They have foolish prejudices which gl't in the wa y when you start picking sta tions for an announcement campaign. Some of them. for example, have tlw idea that announcements are no good unless they're aired on weekdays. Oth ers want us to forget the second and third stations jn a market. They piac(' too great a reliance on over-all ratings TWO (ITIES - SOUTH BEND AND and forget that the second or third sta tion may be best for specific purposes," MISHAWAKA - ARE THE HEART OF This tinwbu) er, an ordinarily ur hane ancl soft-spoken young executi\ e. THE SOUTH BEND MARKET got even holler under the collar \\'hen he described a nother timebuying prej udice. "Some clients," he said. "s uit their own bedtimes to my station The city of Mishawaka begins where the city of , schedul es. They tell me not to buy South Bend ends. They are separated only by a lime after JO:30. But 6-10 p.m. may street. The twO cities form a single, unified mar he inmossihle to crack in some mar ket of 157,000 people. kets. ;\nd a period at 11 p.m. may he Be sure to count both cities when you study ideal because of its adjacency to a 1.') this market. It makes a big difference. Here's minute news show," how: in 1948, South Bend ranked 90th in the Another foible of sponsors nH'n nation in food sa les, with a total of $36,129,000. ti oned b) se\'eral agency men ill\"oh-es But when Mishawaka's 19"18 food sales are added, their insistence upon studying e \ " e r~ the total becomes $4S ,38S,000- and South Bend announr("llIent time buy before allow Mishawaka jumps to 69th place! A similar pic ing the agenry to go ahead with it. ture is reflected in all other sales categories in This is usuall y foolhardy when good times are at a premium. One timebuy this two-city market. er said he had a long list of top a\"ail· Don't forget, either, that South Bend-Misha abilities drawn up for a client with a waka is only the beart of the South Bend market. ;;;easonal commodity. If tlw client had The entire market includes over half-a-million had his way, there'd have been a day people who spent more than half-a -billion do ll ars or tw o o f deliberation before the time on retail purchases in 19·18. was bought. nut the timebuyer fought And only WSBT covers .tli of this market. for and got immediate approval. Otherwis('," hc pointed uut, "com petitors !If th" client might have hought some of the ava ilabilities we pickl'd out. Rut. hecause they fail to under stand tilt' nature of spot radio time huying. other cli ents go on slowing up the works and risking thc loss of good se hed nics." 1\ n execlltiw whose name is known to almost cveryo ne in the industry said 5000 WA T TS. 960 KC • CIIS that "hr had )('t to meet a sponsur PAUL H. RAYMER COMPANY NATIONAL REPRESENTATIVE who fI'alized til(' preparation and pre- 46 SPON SOR testing necessary to put on a good TV show or produce a good film :' This TV executive contrasted the ,is ual mediulll with radio. "You can walk into a radio studio at three o'clock." he said, "find yo u don't like the commercial and just throw it away. I You get a new one written that after noon, by 7 :00 it's rehearsed, and it goes on the air successfull y at r. :00. You can't do that with visual commer cials. They ha\'{~ to he staged so that ideas arc put across in picture situa· tions. And visual thinking and stag ing takt' far more time than is neces sary to writp and rehearse a minute of spoken co py." All agelK) men emphasized that sponsors had to take the time factor into account when working with TY. ··Forg(·t the last-minute change habit," \\as their advice. And " plan ahead, for God"s sakes," was a second plea. A succes~ful TV '""p. explained the I advantages of long-range thinking ill production of TV films. He said that every day) ou cut from a film produc \Vith 28 ~ ' t'ar'" of top flight "ale,., drort tion schedule means that much less film 011 heha I f of A Ilwriea '", lead i IIg acl quality. And every extra day sppnt in : \('rti",('r", \\'GY cOlltilllles to (Iolni planning. is money saved. lIal .. th(' \"a"t :\ortht'lI",t('rll lllark .. t One of the most astute young TV ('o\'ering IIpp('r ~('W 'ork State alit) "ptcrans. in an agency which handles wesl('rn 1\'('\\ Englalld. several top television shows, warned that sponsors must stop thinking of TV IIt,),c arc the fact~: * as straight advertising. "A commer cial on television;' hc said. "is really WGY's total weckly alHli('llcc is 2V2 tiJ1lc~ ~I'('alcl' than like the first call of the company's thc lJcxt I)("~t ~tatioJl d(IY (/lui Ilight. salesman. This first call must be fol WGY has ·to% Jl10rc total audicJlcc than a combination lowed up by salesmen or it's wasted." Several TV-wise executives warned of the tPIl top r(/ted ,.. tatioll,'; ill the (/re(/. that a few sponsors are wasting TV WGY cO\cr~ 5t c01JJltic~ tla)thlle - .51 at ni~ht. Thc money in markets where they have lit next hc~t ~tatioJJ COH'rs ].~ day - 1:3 night. tle or 110 distribution. This happens when an advertiser buys a full TV net WGY has ahum;t "dce as Juany counties in its prillwry work which includes cities where he ('on'rage as any other station in the ar'ca has ilJ its dops not sell his product. The ad (,Iltirp CO'·Cl·age. men's advice: don't throwaway TV's impact in those markets. Use it to WGY ha~ 9 co,,"tie,'; in it~ primHl'Y arca ,\hieh al'(' lIot force new distribution. re(/ched (It (III hy (IllY other Capital ])i~tl'id station. Because sponsors do not understand television as well as they do radio, WGY - a))(1 only WGY - can tlelhcr a1Jdiences in 21 most of the executives quizzed felt that lJlajol' lJlctl'opolitan nH1rk(>ts with co,erag(' in 5110rth more frequent advertiser-agency meet t'astcI'11 ~tatcs. ings to di,;cuss TY were a necessity. Though agency complaints about im 2~ ~prjJl~ I fJ 1-,). possibly short deadlines were more fre quent when TV was discussed, the same point was raised about radio. All in all, )'our h(,,,t (Iollar for Frequently, ad managers call the (Iollar vallie is \VCY ("()\'('ring nlor(' tilllehuycr and ask for station availa llwrkcts - 1110r(' audiencc - with hility data "in half an hour because 1l10re pow('r than any "talion in we ' re in a meeting." Recentl y, one its area - at low('r co,,1 rhan (lilY timebuyer was asked to draw up a list cOluhillalion ()f Iho"e ,.,Ialions to of 20 markets in which there were rea('" the 21 lltark(,.,.. 14 AUGUST 1950 47 / guod "oman':, participati on prugral1I a\ailabilities. He had on I) an hour to St,/f?"" 'f!"- work on it. "J\ request like that," said this time hu) PI'. "drin's me (Taz~. All I could TOM, DICK & HARRY do in that short time was pick a list (Jut of the files. The normal procedure have received over a mi//iolt letters and post-cards indicating that both women and men enjoy listening to their zany radio "crackrobatics." A \\ ollid be to call the reps and get up well arranged combination of novelty and old favorite tunes well spiced tn-date lists from them with a complcte with comedy, TOM, DICK & HARRY is a fresh and listenable variety hackgroulld Oil each program. To do show. It is the type of show which has been tried and proven-proven a good joh, I nepded at lpast a da~ and that it sells! a half." One of the worst morale llestroyers The following transcribed shows now available:- in a ll agPJlC) raoio·TY department i!> • TOM, DICK &: HARRY • CHUCKWAGON JAMBOREE tlw spon:,or'" t('ndency to fucus on de· 131 I5-Min_ Musical Programs 156 I5-Min. Musical Programs tails rathel than the whole show or • RIDERS OF THE PURPLE SAGE • STRANGE WILLS commercial. 156 I5-Min. Musical Programs 26 30-Min. Dramatic Programs " \\'h en a nice. intelligent f!.U) bc • JOHN CHARLES THOMAS • FRANK PARKER SHOW <,omes a .;;ponsor." o ne \.p. explained. 156 I5-Min. Hymn Programs 132 I5-Min. Musical Programs " all his perspccti\"e as a listener or • DANGER! DR. DANFIELD • MOON DREAMS \ iewer tplllis to go out the windo\\". \\'e 26 30-Min. Mystery Programs 156 I5-Min_ Musical Programs work like lIngs to produce a gooo sho\\ • STRANGE ADVENTURE • BARNYARD JAMBOREE or l'OlllI11PITial. Then we put it on for 52 30-Min. Variety Programs 260 5-l\lin. Dramatic Programs him. Thl"' tot<11 effect ma) be terrific, hut he's likp]Y to focus on some detail li 1{p the ;;ound effects or shading of the TELEWAYS RADIO PRODUCTIONS, INC, fillll. \\hen lI e complains that the sound of a slamming door isn't quite Send for Free Audition PlattEr and LOW RATES on any of the above shows to: 8949 Sunset Blvd., Hollywood 46. Calif. ri~ ht. \\e feel punk. And what's more \\e kno\\ that',,; not a typical li stcner Phones CRestview 67238-BRadshaw 21447 re<1 ction. It's just a case of the sponsor her ' ol11in~ h~ ppr-sensiti\"e." :\1\ the agenc) people contac ted \\"en' \ in fa,"or of frequent sponsor a ttend an('e at radio or TV shows. The cun "pnsus \\<15 tiiat the sponsor's presence • at tIl(> shcm madp pyeryone feel he wa:< interested amI prO\"ided encourage ment. In partic ular. the sponsur's \is its to a TY show \\"ere considered ('on structi\e ,.inf'(' there's so much to be learned about the ne\\" medium. But the sponsor's \isi ts are some times a tlueat: he may hecome too friendh" \\ ith the hig-name talent. When that happens. the ad\ertiser tpnd;; to get into the hahit of praisillg or c ritic izing tlw talent diredly. It's only n<1tllral to start c hatting with the announce r and then hand o ul ) our 0\\ II opinion of his work. But sponsors who do this m<1) onl) weaken the director's ('olltrol of thp sh ow. All criticism or praise should c ome througii chan li e \,;.. From ~I'O'\SOR'S CO l1\'ersatiulls with agen c ~ lllen. the fol\owing pleas to sponsors emerge: 1. If you don't trust U:< . get another agency. \orln<11 supenisioll is yOUI' duty. hut dOIl't O\"erclo it. .\nd don't assume \\ e' \'e lIlade suggestions to suit our cO llY cniP!I("'c. \"e're after sales. TRIBUNE TOWER OAKLAND. CALIFORNIA just as ~ ou arc. and \\(' profit \\I1('n Represented Nationally by Bu rn-Smith ) ou do. 48 SPONSOR 2. Don't expert us to death. We NEGRO DISK JOCKEYS LorenLo Fuller. \\'Ll B, :\ew \ ork value your opinions, and many of them (Continll ed fr om page 29 ) :.--.ings and plays the piano in addition are valuable. But, please, don't guote to playing everyth ing from bop to your wife or golfing cronies on the ef· ", Janassas High School, also t rain~ a blues : sel dom uses semi-cla!;:-;i(" al or fectiveness of a show. Don't let per g roup of Negro teen-agel's known as classical music. sonal feeli ngs replace ob j e<.: tiyity. " Teen Town Singers." Ted Bryant, \\'DX I3, Chattanooga 3. Let us in on your thinking more. Music. of course, is the backbone of " Primarily race records offeri ng a va \Ve want to know your company's over· disk jockey programs. llere is a run riety of boogie woogie, ji\'e, jazz, and all objectives. Too often, we deal with down of wh at Negro d.j:s find most blue:,." men who aren't on the decision-making popular with their listeners: Dwight "Gatemouth" ,;\I oore, \\,DIA, level. Thcn all of our thinking l)pcomes J oe Adams, KOWL, Santa ,MOlli ra ",'1 emphi:-;- "Spiritual and gospel rec short-range. " Some bop, a great alllount of popu ords." 4. Assign men to work with the lar jazz and hallads. and a little semi " Hot Rod" Hulbert, WDlA " Plap; agency who have at least a little knowl classical music. The trend has been the blues, jive, and bOlP, with a ~p ec ial edge of what we're doing. A former away from bop. toward dance music." appeal to the teen-agers." agency production man, for example. is ideal as the agency's contact on pro d ucti on questions. S. Learn the fundamentals of radio and TV. And rememher that cardi nal rules differ hetween the two me dia. Badio comlllercials. for example. must pound a point home by verbal repetition. But this isn't the case in TV where the pictures carry the bur ; .::n . When you see what looks like a Haw ill our thinki ng. let's discuss it. o. Build your pl ans on a fi rm fo un dati on. Sometim e ~ advertisers go off half-cocked. This is especiall y true in TV where some sponsors have bought expensive franchises which they prob *Second Low In Cost Per Inquiry •• a bly won't keep. These advertisers, li lt gives me a great deal of pleasure to be able who may have given up good radio to tell you that in the recent Robin Hood mail pull, schedules to enter TV, are huilding the offer of a picture a nd a poem for 1 Dc, KTBS their adve rtising on quicksand. ranked sixth in a list of twenty-one stations. Of the 7. Be realistic about deadlines. If five stations ahead of you, four were 50,000 watts in power. ) Oll give us enough time for produc tion of a fi lm commercial, for exam "On the basis of cost per piece of mail received, ple, we can save you money by seek KTBS was the second low station. The only one with ing ont the lowest-c ost producer and a better record based on cost w as a 50,000 watt station nationally known for its widesprea d ma il by doubling up our shooting schedules. audience." That's the word from the ad-men. Jim Anderson, CROOK ADVERTISING AGENC Y Are they themselves "objective" ahout Dallas, Texas sponsors ? Of course not. Their think ing is conditioned by day-to-day irri *Nearly A Million Baby Chicks Sold tations. But, even if exaggerated, their I "We wish to take this opportunity to thank a ll of criticisms are worth mulling over. you at KTBS for the fine cooperation a nd the Probably no sponsor who reads this splendid selling job you have done for o ur Mason's will find that he's been guilt y of all the Baby Chicks. sins mentioned. Agency men them "We find that your station has sold 982,800 baby selves point out that the George Wash chicks at a cost per hundred chicks that rates No. 4 ington Hills among sponsors are the among our 120 radio stations used throughout the exception. But all sponsors can benefi t country." from a reexamination of their rela Ruth Mason, President. MASON'S CH ICKS, INC., tions with agency radio and TV de South Pla infield, N. J. partments; and a long look at their use of the broadcast media. THE LOUISIANA PURCHASE Next round: what the sponsors say about their agencies. ( SPONSOR will SHREVEPORT, LOUISIANA welcome letters on the subject from its 10,000 WATTS 710 KC readers with the understanding that the (5,000 NIGHTS) source and identifying details of all KTBS AFFILIA TED WITH NBC AND TEXAS QUALITY NETWORK comments will be kept secret. * * * REPRESENTED BY EDWARD PETRY & COMPANY. INC. 14 AUGUST 1950 49 "Jack the Bellboy" (Xed Lukens) , ley Lewis, Cecil Gant, Billy Diamond. \\,E:\S, Decatur. Ga.- "Strictly a ji\'e Jimmy Henslf'Y. Hea\ )' fan mail simi show, exclusiyely featuring records by JadyfoJlowed FeJix .:vIiJler's interview :\egro artists. Includes be.bop, blue:;, with Decca recording artist Buddy barrelhouse, boogie, and dixieJand." J ohnson on a recent WDlTK. Durham, Felix l\liller. \YDrK. Durham, \'. C. :'\. c., stanza of Velvet Ja::::. in Dollar Value - "No atlempt to play entire programs \\' OrA's large staff of Xegro disk • of so-called "race music." Instead. a jockeys make a point of welcoming a r ~ happy medium "ith Ellillgton, Eck· tists who \"isit Memphis, often appear :,tein, Yaughll, Basie, Shearing. Gar on the stage of a theatre ,,·here the vis· ner,. , G oodman, Kenton, Shaw and oth- itor is playillg or help MC his show. NASHVILLE ers. I t's a reciprocal arrangement that helps Jon l\la~~ey. \\\\'DC, Washington. them hoth. O. C.- "l\Jusic is seJected chiefl y hy l\egro disk jockeys, more often than 7JecauJe mail, cOl11prise~ everything f rom hop not. are celebrities in their own right. to classics." Ho) Loggins does a fiv e·day stint on Bill Cook, \\'AAT, Newark- "On KALI, Pasadena, yet finds timc to visit Musical Caravan we try to hlend the Los Angeles veterans' hospitals, fan best in popular music with interesting clubs. and he makes \reekl )' theatre ap interviews of top lIame personalities pearances. J oe Adams, bus)' d.j . on f rom stage. screen, and radio:' KOWL. Sant a ronica, runs the annual Certainl) music is the top attraction. Ca\'alcade of Jazz at \Vrigley Field in But it's the disk jockey's personality Los Angeles. The Jast one packed in that gives this type show its big plus 20,O()U spectators. Ted Bryant was fea \alue. Depending on the abilitr of an tured in a film by All American Xews. individual d.j., the Iplus values can he a :\egro newsreeJ company, for his clever paller. a continual parade of in- disk jockey efforts over \'\'DXD. Chat· I teresting guest artists. or frequent per tanooga. sonal appcarances. Here's wh at Bettelou Punis, ",hite On most platler programs there iSII 't d.j. of WI'GH, Pittsburgh, has to say much time for talking. But what is said about outside appearances: "1 a'?pear ('an be hrightened up to a high poli~h. at eve!,) thing going. I ,,-as awarded a Take Bettelou Purvis. attractive white 100'ely scroll at the George Shearing \ >< LIJ d.j. on WPGH. Pittsburgh: " 1 try to concert. along with two other jockeys. C 1--- promote rhythms in m)' chatter. For "hich commended us on our promo· Z instance, 'See you again tomorrow at tion of racial relations through the mc u 5-1-5, whell the shell ac shack again dium of modern jazz. 1 atlenel the onc LIJ U looks ali\'e:' SJang terms heard among nighters when the hands pass through, Z jazz musicians are used most often. loca l promotion projects, and charity LIJ Frequently the disk jockey will dig halls. Thcre is definitely a noti ceable C ": up some background on records and effect on my following because of this:' N ::::> N rr~[' ording artists to pass on to list eners. J on :Massey, W\'\' Dc"s popular Xe « Being busy people. disk jockeys of· gro d.j .. hacks this up: "",l y outside z ten find material for chatter in their appearance :,; include ~c h ools , churches. 0 other acti vities. Lorenzo Fuller, \\ho clubs, Y",IC. \ . nightclubs. theatres. etc. w ' w I handles /far/em Frolics on \\'UG, \'ew J manage as many as 1.') to 20 apllt'Jr· ..... ~ I, w ' ances per I\eek. J fi nd it \ the best :z York, draws on backstage hap'penings « z at Kiss Me !{ate. Besidcs this he com possible puhlic relations. not for me ..... w ~ ": .... '" :> ,., Vl C1> N V) C ments on anecdotal material appcaring alone hut also for the stati on. As a re ~ ; in morning papers. especiall y news sult, lily fans are the most loyal one LIJ :> ~ about thc theatre, Broadway. and Hal" could possibly wish for:' Q.. J: 0 "C1> .2 V> X 0 ct (5 w Q; lelll. Many d.j.'s, like J ack the Bell· ~at \'\'illiams. \'etcran \,\' ))1 A jockey. 0 Z I- 0 "" 0.. 0 Z "0 C1> hoy. use part of their program to an· has planned. ",JCd. and publicized >- 0 E J: t: .... ;:: nounce mectings and activities of .:\e· nearly every Xegro charity event in u gru sociaJ and ci\·ic cluhs. On the ~Iell1phis during the past 15 yea rs. Represented By Jack the Bellboy :; ho\\' this is caJled ~ays WD IA: "The entire staff pre FORJOE & CO., INC. "The Bullptin Board." pared a henefit Christmas show in lit T. B. Baker, Jr., General Manoger .:Ylost d.j.'s are themseh'cs active in tle morc than a wcek's time, and staged the musical field. This hrings them in· it. without a rehearsal. before a packed to close contact with recording artists auditoriulll. \vDlA pJans to make it "ho arc only too gJad to boost their all anllunl event:' popularity with guest appearances. Er Another audienre-buildcr used hy nie Bringicr of \VMRY. New Orleans. sOllie Tegro disk jockeys is the gim frequently interviews artists like Smi- mick. In the case of \VWOC's Jon • 50 SPONSOR :\I as~e). this is the $100 Lucky '\ UIIl · to \\ hether certain ~p ec ifica ll ) \ egru Phil Cordoll, \\ \\ RL :\e\\ ) or\... di~k ber craze which recently swept parts products should be ad\'ertised on l"c· jockey. \\ on't plug th is ki nd of prod. of the country. Listeners Will by gro disk jockey sho \\'s. Ted Bryant, uct. He feels that the program is aimed matching the n umbers on thei r Social WDXR d.j . in Chattanooga, is spon· at people who like Llues. bop, calypso Security cards wi th a number ]"('ad sored Ly Hadacol, Boral Crowll IIair and so on . B e~i d e~, mally of his loyal over the air. It was this gimmick Dre"sing, Scalf's ludian River ':\ledi· listeners are white teenagers. The ma. which gave Massey the nicknallle J on cine, Murray's Products, Nix, and jority of '\fegro disk joc keys, and white ($100) :\1assey. Silky Strait. Several of these products d.j.'s aimi ng at a l\'cgro audicnce, Jack the Bell boy uses two quiz gim. a re of the " hair straightening" variety agreed th at this type of advertising micks 0 11 his WEAS, DN'a tur, Georgia which lllany Negroes find embarrass· wa s better suited to pI intl'd media. sbow. Hollywood Clothiers al'ks a dail) ing, except in strictly Negro publica· Phil Gordon's teen·age \\ hite audio questi on, which listeners to Jack the tions. With siza hle white aud iences lis· ence in :\ew York, Jon 7\ Iassey's in Bell boy call in and answer at a giren tening to Tegro d isk jockey programs, Washington, and J oe l \ dam~' ' white signa l. First onc to call in the correct the risk of alienating Negro li steners is fans in Los Angele" all ,ldd up to an a nswer wins. ':\1 ace)'s Jewelers plays a considerable. impo rtant fact. Music lIa~ a uni\·crsal well·kn own record by a ~egro artist baclCl/'ards for thcir quiz. Doth SpO il ' sors post answers in their stnn's. r cJIJort substantial sales. Gi mmicks arc th e exceptio n 0 11 ' c· gro disk jockc) sho ws. but lJIost d.j.'s use simila r approaches to commercials. T he fri endly, con\'ersational approach is usually rn o ~t cfIective. Ad libbing. often with a personal elldorsemellt, is COlll lll OIl , and aids sales. WDIA. ':\lemphis. a pioneer in pro· graming espec ia ll ) for a l\f'g ro audio f'nce, cOlllments on a(h-crtising meth· ods : " It has been ollr experiellce th at the 1110st successful advertising is in· tegrated into the program- is given in the mood and spirit of the ~ h o \\' in the disk jockey's own words. WDI A's cOlll mercial CUi)) tries to be down-to· earth, informal, wi th a di rert relation to the Negro's ewry.day life. T he disk jockey is encouraged to add his 0 \ \ n personal phrases to the CO P) , and change it to suit his show and listeners. But he must stick to the essclltial sell· ing points, give the price d ea rly wllf'1l a price is mentioned, a nd stress th e brand name." On the question of brand names. statiolls which ha\e carried l'iegro pro· g rams are emphatic : the Negro people a re brand conscious. This sIems from past and e\'en some present exploita. tion of the :\egro market b) ~ u b· s t and· a rd products. \vOlA reports that many Negroes have told them they are ,proud th at well·known brands li ke Stokely's Foods and Calumet Baking Powder Yes, he re is buying power that will do a buy tillle on the station. Further evi· sales job for you when you invest in WBNS dence of brand consciousness is ('on· time because this station is the favorite in tained in a report on the f'g ro mar· radio with 187,980 centrol Ohio families . ket by the Research Company o f Amer· Results are what you wont and results are ica. This shows, for example, that in what you get . .. This has been proved again and again by WBNS advertisers. the Northeastern Fuited States, most Negro automobile buyers pre fer Bu· ASK JOHN BLAIR. icks, Goodyear Tires, Esso Gasoline and Esso Motor Oil. POWER WBNS 5000 - WElD 53,000 - CBS COLUMBUS, OH IO There is a difference of opinion as 14 AUGUST 1950 51 appeal and a persunable Xegro disk The mam point to be gained from Moore, \\'PAL Station Manager. de· jockey i~ just as apt to huild a large this change in the ealiber of Xegro scribes what happened: " It wasn't easy white audience as a large colored one. radio talent is to recognize the changes to put Bob ~ichols over. We pioneered Jon Mass<'y has done this in \VashilIg that havc taken place generally. Amer· in this fi eld and naturally got a lot of ton wh cre SO ~{, of his "' 100 Lucky ica·s 15,000,000 Negroes are a potent ridicule. The smile is on the other side .Yumber winners ha\"e bccn white. I'hil force, especially in the market place. of the face now. We acknowledged the Gordon and Joe Adams have surprised Give them the first class selling job presence of an audience heretofore vir many a ) oung listener when pointed that a 12.000,000_000 annual income tually ignored- and, believe me. it's out at a per:;onal appearanee. The warrants and they·1I respond. I paid off and paid off BIG!" * * * shift i5n·t on('·way either. Thcre are The experience of \"PAL, Charles· a surprising number of white disk ton. is a dramatic example. Disk jock. jockeys whose competent handling of ey Bob ~ich o ls has. in a little oyer a CHILD'S INFLUENCE ON TV record shows has built large and lo ya l ) ea r. expanded his two shows from 1/~_ (Continued from page 25) \'egro audiences. hour to IG·hours a week. .:vIr. L. P. homes with children than III homes without children (see chart accompa· nyilIg this story). ( III evaluating the Columbus study, it must be remembered that Columbus may not be typical. Nor can we esti· mate the importance of the novelty fac tor of TV on children. who may be much more influenced by it than adults on a short·term basis.) It was to be expected, as shown by a chart accompanying this story, that vi ewing in homes with ehildren would be greater than ill those without duro ing the afternoon. A big surprisc is the extent to which children influence Most Potent sets-in-use right up to 8 :00. After that sales force in all Alaska is adults-only homes lead slightly in this the powerful KFAR- KENI combination. respect, but the votes of the youngsters \ No other C!ldvertising medium can as ef still show up strongly in choice of pro· fectively tap the new riches of this fast grams right on up to 9:30. Neither was it a surprise to note that growing new market of above-average programs broadcast in the late after· consumers. noon and ea rly eveuing and aimed pri. marily at children-Lone Ranger, Cap. tain Video, lIowdy Doody, and others -get much bettcr ratings in homes with children than in othcr homes. But it's something else again to dis· cover that what the children think about th c t) pe of show intended pri marily for adult vi ewcrs makes so big a difference in the number of pros pects who dial a sponsor·s program. This ties in with what samplers of agency fan mail ha\'e long suspected. They dOll·t have ti.me. they say. to sort This Red Cross out the kid mail from all other mail: Drug Store at Fairbanks, com usually lett crs arc merely stacked in pletely stocked with familiar nationally-advertised brands, is typical of a host of modern, up.to-date '·fa\orablc· · and " unfa\"orahle·· pile;;. retail outlets in the NEW Alaska-an established But thcy kuow from spot chccking that and important new market of unusual responsiveness. kids write in to performers on presum· ably adult shows. For more dircc t c\idence. herc·s a letter a mailman wrote Look /lcrrr, a TV fan column in the New York Neu's: " " 'hen ) our kids keep plaguing you to buy something a TV star has heen selling. it's no w .. e holding out- you might as \\ ell shf' I1 out thc dough:' 52 SPONSOR And kids are the highest pre:-;sure But Ed W y nTl rated 3:3 ~~ and This t\\ eell the ages of six and twelve. salesmen of all when it comes to con Is Shou' Business .')O ~~ lower in homes T welv e is the age at which program verting non-television famili('s into set with children. tastes begin to switch towa rd thf' adult, owners, according to a checkup h) Jay Similar variatiolls are found in rat according to studies hy Gil bert Youth &. Graham, Chicago, Videodex TV rat ings of straight dralllatic shows. AVI'r R('sf'arch Corp .. N('w York. Th(' ('vi IIIgs_ age ratings of eight such programs denc(' of children's influ ence in !wlf'C To return to til£' Ohio State study: were practically the S3\11('. But four tion of adult programs is even more Not surprisingl) , it shows \\' est('~n programs rat('d lower and four higlH'I' striking on Sunday eveni ng than dur drama rated 4670 high('r in homes in hOIllf'S with children. ing the we('k. with childr('n. Comedy dramatic anJ Any sponsor who \\:lllts to add adult Competing prog ra11l s in Columbus Western were the on I) two types that listeners to his audience would do well. 0\1 S UIHlay evening from 7 :30 to 8 :00 rated consistently higher in honH's with where possihle, to consill('r what th(' were Aldrich Family, Front R Ole Cen children than in adult-only homes. kids like or don't likf' ahout his show. ter, and This Is S ho/(' Business. Front Comparisons wer(' made on the as Thirty-eight per cent of the hon)('s Row Center had practically the same sumption that program ratings at in the Ohio sample had cilillirf'n he- rating in homes wit h childrell as in tained in a horne including only adults is the "normal" rating of that program with adults, an index to the appeal of SOUTHWEST VIRGINIA'S Pituuulh, RADIO STATION the program to adults. Variations in rating of the same program in families with children was assumed to be largely til£' result of the influence of children on self'ction of the program. Ratings above and helow "normal" are taken to measur(' the preferences of children for the pro gram. "Human interest'- shows like We, the People, Candid Camera, and Blark Robe averaged 105 70 lower ratings in homes with children. (That was in spite of the fact that Qui:: Kids, a pro gram in the same class, rated 31 % higher in homes with children.) Black Robe rated 38 0/0 and What's illy Line 51 % lower in households with children. A card or letter to us, or to Free & Peters, will In the crime-thriller class Jtan Against Crime rated 3970 and Inside bring you this WDBJ BMB Area presentation Detective 11 )10 higher in homes with children; but Hands of ,11 urder (now which includes: titled Hands of Destiny) rated ~2 % lower and Escape 50 ~o lowf'r than in • Official BMB Coverage Map adult homes only. Ughts Gut did just a fraction better in ·'normal." or base, • Latest Market Data-BMB Counties homes. The third type of program averaging • Preliminary 1950 Census Figures lower than "normal" ratings in the -; :30-9 :30 p.m. period were musical • Comparative BMB Coverage Graphs programs. Of the seven shows avail able during the period measured, th e Handily bound for filing and perforated for average rating \\"as 21 ?-d lower than in adult only homes. Firestone Concert three-ring binder. was 71 jC below the rating in adults only homes. Variety shows, on the average, rated about as well in both types of home. But certain programs in this class showed a strong variation from the average. Toast of the Town rated 15 % high er, Versatile Varieties 18 /~ ' and Stage Door 30% higher in kid homes than in others. 14 AUGUST 1950 53 • others. But Aldrich Family was 56 0/0 In higher and S hOll' Bll siness 50' ( lower FIRST in homes with children than in adults the QUAD CITIES only homes. woe Both Aldrich Family and Show Blls, iness had practically the same rating in In Davenport, Rock Island, M oline and East Moline adults onl) homes. The kids made the is the richest concentrati on o f diversified industry be· big difference. tween ChICago, Minneapolis, St. Lo uis and Omaha. The Quad Again. at 9 :00 0 'dock. Sunday eve· CitIes are the trading center for a prosperous two·state ag ri cultural ning. Philco Playhollse and Fr ed War· area. Retail sales, cotal buying and per capita income rate higher ing had almost equal ratings in adult than the nati o nal average, according to Sales M anagement. onl y homes. But Philco Playhouse rat 5,OOOW. WOC FM 47Kw. ed 277, hett er in homes "ith children, WOC - AM 1420Kc. • - 103.7Mc. and Fr ed Warin g 21 o/c lower. WOC delivers this rich market to N BC N etwo rk , national spot Aft er 9 :30 at ni ght in Columbus, and local advertisers ... wi th 70 to 100% BMB penetration in the the study showed that program ralings two·co unty Quad Ci ty area .. . 10 to 100% in adjacent counties. are almost exactl y the sallie in homes wi th children as in those "ithout chilo Channel 5 dren. This would indicate that most WOC - TV 22.9 Kw. Video· 12.5 Kw. Audio small fry of Columbus a re in bed by O n the Quad Cities' first T V station NB C :t\etwork (110 11 - 9:30. interconnec ted ), local and fi lm programs reach over 16,000 These indications of the power of <.Juad l·iti e.,· set-; .. hundreds mure in d 75 a ir·m il e radius. children to influell ce selecti on uf pru· Basic NBC Affiliate gra ms aimed primarily at adulrs have Col. B. J. Palmer, Presiden' tremendous significance to many spon Ernesl Sanders, General Manager sors. The specific rating \'a ri :.ti ons to be fo und in Columbus aren't impo rtant DAVENPORT, IOWA in themselw's. The thing i" the e\Oi FREE & PETERS, Inc. dence tha t wha t children like or dis· Exclusive National Representatives like about a progra m can mean the gain or loss of adult viewers. Thi3 influence. of course. is limited to th o~e hours in wh ich the yo ungsters \ SO YOU'RE THINKING OF a re a\'a il able as viewers. SOUTH The Columbus study nails down an influence many sponsor. agency, and erAROLI.A' other peo ple haw susped ed_ hut had II you .... ". ~on'JlI. r. ~ o .. ~' .&o:' ~~':I~O'::: e nr oH, ... $oulh C.".ll,na no evidence to substantiate. But no· ,II s.:. ... hc:.'olo .... "oull h ... t : :d:::'! ":~ '~:: l.col,u"1 01 ,hm A"d In add,hon 10 'hIt South C., ..hne ("V",AIC W IS ofI'CI, bod y among those in the industry Out ,I }Iou ..... nl 1M I; I~ .'''U you • 8 M B . ud , t n c t ,n U (O ..... ,.£~ obt.. _blf ... '.1'10.... ~!:':;.",~ Nol l hC . rO I,n. coun ~ ;;::b,:O~11 54 SPONSOR least do not repel adults. Thcse ele hm'c seemed important before. For ex ment s could be strengthl'lH'd . ample, the types of shows that kids like In many cases, elements which repel and ui::; li kc most strollg1y; the attrac the intprest of children might ca;;i ly be tivencss of spccific sho\\ s to kid view- I sacrificed without losing an) thing of ers; and clements of the show that ap great importance to adult \'iewers, ac peal to or repel them. cording to the Schwerin Research Only spccial qualita ti\'c st udies can I Corp. which has made qualitative stud I rcveal the most illlportant answers. But I ies of -'lile!' Laboratories' Qlli= Kids. ~l1ch studies can point the ,\'ay ill many A CDS-Butgers l Tniversity study in I ca;;es to mOl"c adult vit'wers. * * * 1948 on the social e /Tec ts of television pointed out that " tu children, television is not sonwtliing intruding upon al SHELL OIL ON THE AIR ready established patterns. hut is an ~ Continued from page 23) accepted fact in th eir liws. present vir tually from the heginning. Television 011 a five-a-week basis. at this point promises to he a part of Starting with K, TP, SI. Paul--'Iillne their total experience far more signifi apolis, they kept addillg stations at the can t than it {'an eyer bc for the grcat rate of about 10 a ) ear until they majority of adults," reached the current 57 stations that Not only ad\'erti sers now on the air, now cover more than 90'{ of Shell di hut those considering bu) ing shows rect distribution areas. Additional out aimed primarily at adult ::; (hut bruad lets will be added in 1951. cast in a period in \\ hich strong kid The dealers felt that the Shell news \'iewing is availahle) will want to know programs had an iml11l'diate effect on I things about the program that may not business. TO controlled tests have yet been made. But radio recently was I added ill the Grand Rapids- Kalamazoo area. in which there had been 110 sig LOCAL nificant sales increases. and Shell wi ll keep careful tab on \\'hat happens. ,.,~?~~.~~~,!~.~ ;.,;.. ;, Frolll 19q5 through 1949 the com- II shows, Ask about THE DAYBREAI(ER pany's net incollle looked like this: ••• FAVORITE FIVE. 19q5 ______$28,712,000 19q6 32,BgO,000 ;.;"' 1847 ______59,875,000 m~,~~.'LUCI(Y ~.I.7. ~~BEST :'.!9.~~,k BY REQUEST . 1948 _, ___ 111.396.000 1949 _ _ -- _ _ 74,423,000 I Thc decline from the 19q8 all-time high was due to a decline in product prices, m~.~S.?~~~~I• plus Mutual's ;.!.E~.;, array 01 ;.~"stars. Shell officials say. I While the company feels that no PACK member of the radio-newspaper-out door team could be sacrificed without ~e rious l y weakening the ad-program, it is the air-selling which makes possi EI hie the close identification of dealers with the company's adyertising efforts to deliver new prospects to their drive FOR ADVERTISERS ON 'rays. Neither the choice o f spot radio nor the selection of newscasts \\'as a hap hazard matter. Shell h ad had experi- enee with radio before, and had learned S0111e lessons- the hard way. I When you're making out that sched They knew that men buy 1110re gas ule for the Southwest don't over and auto supplies than WOll1en , so as look this sales-winning pair of CBS stations. For availabilities and far back as 1932 they sponsored a foot rates, write, phone or wire our ball commentary with Dartmouth All representatives. American Eddie Dooley over an East ern CBS network ; later they added a National Repre.entatlve. I N ROCHESTER, N. Y. mid-Wes tern CBS network with Dooley Represented Nationally by JOHN BLAIR & CO. WEED & COMPANY and the famous "Galloping Ghost" of the llIini, Red Grange. These were 14 AUGUST 1950 55 ~easo nal "hots and dealer" felt they was fo lluwed h~ T he Shell ::' holc W ith own direct territories. (Shell is not helped lllJ ild trade. Joe Cook. This show lasted on NBC national on the retail level. In some But they lacked the continuity to do th rough June 1937, and marked the areas it sells to distributors wh o mar a long-range j ub and off ered th e Shell end of Shell radio until 1944. ket the products under their own adyertising offi cials no chance for a It was th en that Shell strategists de brands. ) sustained campaign to weld dealers in cided th at news. which had reached its Most important, local programs gaye • to a component part of the ad\-ertising peak of popularity and was still rid them the indispensable chance both to f" ffort. im! the cre ~L was th e best bel. And localize the show and to bring Shell Then, in the spring uf 1935, some th ~y wanted the extra fl exibility that dealers into th e picture_ This had been hody suld the idea of capitalizing on spot would gi\'e th em in handling com the missing element in their preYi ous AI J olson's musical comedy fame with mercials in widely differing geographi radio. Through the cooperation of a Sat urday n ight show called Shell cal areas_ each individual station the show could Chateau on NBC. This is one that offi A second reason fayoring spot was be merch andised to the hilt to every cials today don't like to talk abouL It the better opportunity it gave them to dealer in the territor y. fo lded a ft er only a few broadcasts and match their radio coverage with their \Vhen the new plans for radio were made known , d e a I e r s everywhere promptly besieged their divisional headquarters with requests that their territories he covered. \\'here the mar WINSTON-SALEM'S I ket division head ( there are 16 in the I fi eld ) fe lt that dis tribution warranted , it, he made thl' recommendation fo r I radi o to the Shell advertising depart : ment headed by :\larschner and his ; medi a-chief Shugert, in New Y ork_ They analyze the situation and in con sultation with the agency. J. \,' alter Thompson, make a fin al decision. This has been the process preceding e v e r~ I prograll1 buy si nce Shell started its I new, lommla. \ STATION WSRS • CLEVELAND • IN LISTENING (Hooper) .... "The Family Station" • IN NETWORK (NBC) serving Clevelanders and • IN POWER (5000 WATTS) all the local nationalities in the 3rd most densely • ON THE DIAL (600) populated metropolitan • ON THE AIR (1930) district in the U. S. A .... covering 336 square miles . . : .. Ask Forjoe for ·the· Your FIRST and BEST Buy! power-packed selling facts about the effective WSRS domination and local impact. Hooper rating up ... WSRS cost per thousand lowest in town, thus the best buy in ... Affiliated with Represented by CLEVELAND NBC WSJS .Headley-Reed Co. • WINSTON-SALEM. THE JOURNAL-SENTINEL STATIONS 1930 T W ENTIETH A NNI VER SAR Y Y EAR 1950 WSRS 56 SPONSOR Decisions on ,,"bat .mark e t ~ t ~ co ~ " e r I Lier. tog..the r with John Heiney o f g i\ I' the prugram a loeal feeling and a re lIlade on the basIs of (h stnbulJon 1. Walter Thompson, Shell agency. to make the Shell franchise h old ers a nd busill css potential in relation Lo tra\"cl into the field to get things start fpel the) 0 \\ II a d irect stake ill it. evell the budget for radiu. ed properly. Heiney. himself an ex· though th e company foob Ioo r; of Radio O" ets about 1!:{ of the total ad- j station lIla ll and program producer, the bill. ye rtisin O" l )udrre t. with the rcma inder writes tbe cO lll mercials and insures One of the most succe:;sful is to r eo dividcd 0 betweL'en newspapers, outdoor hand-in-glo\"e coordin ation with the' cord tw o-minute illlerdews with deal· postcrs, and point-of-sale materia l. The agency. ers; these arc b roadc..1s t as par t of the cO llIpany will spend between a million " Merchall dising suggestions can look regular show. Heiney 'Hites the sc r ipt a nd a mill ion-and-a-half dollars for prett y cold and peremptory if you just doing a half·dozen 0 11 the spot to give radio this year on 57 stations, includ- get them in a letter;' Lier f'x pla incd. station personnel an exact idea o f what ing six of the Arrowhead net work. " But its d ifferent when the guy who's he wants in future interviews. The dealer is allowed to talk ahout From the start. Shell nevcr left its I asking fo r the help shows up in per· son to explain wh y he thinks it"s a good any phase of h is husine:;s he chooses. radio investment to chance. Sbuoae rt idea." ' N umerous d e vi ce ~ are USN) to But Heiney always insists on working felt that it was the medium to boost dealer morale and enthusiaslll for con yerting first-time drive rs·in into c us· tomers. As radio mowd into the basic ad· ,-ertising plan, Shell replaced a ma n with part.time radio responsibility with another \,hose fulltime job, under media director Shugert, was radio. T his was E. W . Lier. switch ed from th e Shell touring senice. He'd been with the company about 11 yea rs a nd knew its problems intimately. Today, in the Shell scheme o f things. r adio stations are added in a well·de· fin ed program. Here's the pattern. What About the Golden Jubilee? 01J~/JAh As WSM begins it s second qu arter-century of ~ JJ. 1T;" broadcasting, an d as WSM - TV make s its debut, ~~ .,.:IfA'JJ-:u««-t we want to emphasize and re-emphasize these ~ in Syracuse, N. ~J basic facts. WFBL In the years to come, you can count on WSM to continue its policy of live pro now delivers gramming to the tastes and needs of the Central South Audience of millions. more listeners, DAYTIME or You can count on WSM for talent of such quality and quantity that its position as EVENING, number one sales maker to the Central than anytime South will become even more firmly en in it's history! trenched in the years 10 come. Call FREE & PETERS for Availabilities SYR!sf.!~RK. 14 AUGUST 1950 57 ill plf'nty of personal referf'nces, some· i ., thing about home and family. Hf'iney I dof's th e ~f' interviews with the dealer. , but future ones are done by the news· caster from scripts written by Heiney in "'ew York, based on data forward· f'ci from the fif'ld. Dealers arc chosen for this honor on the basis of their all around job for Shell products. In I ~ome case,;, a di\ision manager may use the air illtf'ryiew as hait to en courage a lagging df'alf'r to get back on the ball. Thc man to be intf'rviewed always ~f"1Cl s out postal cards ahead of ti';le WDEL·TV TAJ.LAIIASSEE notifying his customers of the broad CHANNEL 7 ... 5000 Watts-Day and Night cast and a", king thf'm to 1)(' sure to lis WILMINGTON, Del. tell in and let him know how he liked 'he eell'e.. of it. Besides heing a good puhlic rela tions gesture, it is another check on thf' program's impact. Assures advertisers the clearest [apitaiand* Sen-ice statioll men love it wh ell_ picture in this rich. important following their broadcast, customers market. NBC network shows. fi ne praise thcir air-manner or kid them local programming- provide an Selling good-naturedl)'. It's hard fo r a man established and growing audi to forget his company is hacking him ence. Many advertisers are now enjoying profit lip whe n he gets l'esponses like that. able returns. 12 The radio statioll doesn't allow the Shell service opcrators to forget that SIlf'lI nf'W~ is their own baby. TIl{' lieorgia [ounties company expects each station to come through with aid in keeping the opera and tors solei OIl this idf'a. \ Following notification from the dis trict manager tn tllf' dealf'rs about the II program, th e radio station writes each df'aler a letter oyer the signatu re of WGAL·TV Florida [ounties I the n e w ~cas t er. TIlf' newscaster is in CHANNEL 4 most casf'S a " ell-known personality LANCASTER, PENNA. * Ask your John Blair in the area, rather than a staff an man to tell you the full nOLIncer. This givf's added punch to the letter. story on Capitaland and :\lost statiolls, whell first starting North Flo rid a I s most ::-lhf'II news, present to each Shell dealf'r The only television sta-l\\ powerful radio voice a postf'r which ff' atures the station call lion that reaches this ~ WTAl! If' tters and the Shell news. It fi ts the large. important Penn- swivpl which is part of pach station's sylvania market. Local program· ming-top shows f rom four net Southeastern Rep. PC! u i pnlf'n t. The radio station also supplif's a works: NBC, CBS. ABC and Harry E. Cummings number of cellophane tape window DuMont guarantee advertisers Jacksonville, Fla. a loyal. responsive audience. :- tickers \\"hich are placed in fuur or five spots around the service station STEINMAN STATIONS calling attention to the progra m. Clair R. McCollough, General Manager / A station promotion wh ich always WTAL ~ lllakf'5 a hig hit with the Shell sales Represented by Illall a nd his wife is the gift of a pair ROBERT MEEKER ( TALLAHASSEE '\1: ASSOCIATES of theater or sports cvents tickets with t John H. Phipps, Owner , New York Chicago ~ a letlf'r written in longhand by the San Francisco Los A ngeles I L. Hel'schel Gl'aves, Gen'l Mgr. ~ newscastcr. Several dealers each month FLORIDA GROUP j are chosf'1l for this cOlltinuing promo Columbia tion. Each ne\\ sca"tpr is expectcd to make NBC Bl'oadcasting TV AFFILIA TES System an informal visit to thrf'e or four deal- I ers cvery wf'{'k _ Il c chats ahout busi- 58 SPONSOR Ask your national representative You're Oil tile verge of a deeisioll, :.lId :. prohlenl. Wllat husiness pallers to piel{ for your station prolnotione? It's 110 prohlenl to kiss off, for your ehoiee ean have a telling effeet on your natiollnl spot ineoille. But where to get the faets? The answer is sinlple. l\sk YOllr national rep.eesentative. He knows. His salesnlell get al·ound. They learll ,vhieh business papet·s are appreeiated, re:.d :nld (liseussed by buyers of broadeast titlle. Ilis is all eXlle.·t ollinioll. Don't overlook your national .·epresentative. SPONSOR The shortest distance between buyer and seller ne33 and the program. ·Hiss Alice Carle John F. Hurray A{hertisillg Agency The talent is also expected to attend 22 Ea"t 40th Street public functions to which radio per- : nWSYR-TV YelV rork City sonalities are ill\'ited. This is another h as come •In goo d" Dear Alice: public relation" gesture for the pro Business is really aboomin' here at gram, which al50 helps promote it in W C HS ill Charlestoll, Tr est the eyes of dealers. l'irgill llY! Th (' Shell require::: some kind of mer ole 5000 lmtts on .580 station is chandising mailing to go out regularly doin' s(,ch a I tu dealers at least every t\\' o months. bang·up job ILV even if only a post card or lettel. sellin' thin's f(,r hits cliell ls, tilet La!"t ) ear LieI' and Heiney "'pent bi;lless jest about a \reek of each month visiting New~ item from pa~e 1 of the C hateau keep s [loppin' ga v R('ford of J\1ay 26, 1950 : "Televi s tation~ to confer and check on pro sion reception in Chateaugay that most ri.~ht a I 0 II g ! Wit" Alice. JUlie motion to dealers. This year, wi th thought would nut be an accomp li~h ed fact for many years became a reality III' this year IVUZ more th an 9OC;' of the territories al th' bi!lgest JUlie thi~ week, Ra y Lucia ... now i~ enj()~ ready cO\'ered by radio, Lie I' and ing televi~ed pros!rams nightly at his WeBS el'er had, alld th e re've Heiney neith er go out so often nor Lake Street home ... WSYH.-TV has come in ~ood. Ray report ~ that when be(,11 some stay w long. he was down in Syracuse Ia~t week the mighty big olles experts down there just cou Idn't be ill th' ,'ears gOlle 1\1ost station managers carrying Shell news \ isit :\ew York from time lieve television would carry this far." by! Jest goes Chateall~ay is 160 air mile~ from ter s h 0 Ii; Yll h to time: and when Shugert is in the Syracuse. Yes, WSYR-TV really co\, thet It' hell 1'uh I fie ld_ as he frequently is_ he always ers the ~ r eat Central New York ;\Iarket does ([ job 'ler - and points north. ~ou th . ea,t and west. ppepul th ey calls all Shell stations. k e e p s co mIn There are two main yardsticks for back fer more all ,,;ore! Jest selecting Shell stati ons. The first is co tho't rei let ) uh kllolV 1( ,llUt [leepul incidence of its coverage with the thill/.s uv rrCHS f rrs. Shell distribution area. The second is Algy the rating of available news shows. TV channel 5 W C H S Shell tries to buy the top sh a \\' ill each NBC Affiliate ill Cellll'ol Nell.' Yo/,k Charleston, W . Va. case. HEADLEY -REED, National Representatives One factor which has undoubtedl y worked in fa\'or uf Shell newscasts \ (which. incidentall). never include comment by the newscaster ) is that they never li se the full amollnt of com • mercial time normally allowed them Rhymaline Time, featuring emcee under the NAB Code. David Andrews, pianist Harry Je(lks and KMBC-KFRM's cele Shell belie,·es that there is j u ~ t so brated Tune Chasers, is one of much to be said, without irritating the Heart of America's favorite repetition, on a theme sllch as the cur rent "Acti vated"' theme. Shell wi"ely refrains from overplaying it. In late evenill g hours as much as three minutes is permitted by the Night or day KGYO's NAB Code, but Hein ey's pitch lasts 5000 watts will keep you fr om one to one and three-quarter min utes. For ea rlier news spot s, he nin touch" while you are wi ll write the ('0ll1mercial proportion morning broadcasts. Heard each weekday morning from 7:30 to in this Dude Ranch Coun ately shorter. 8: 15, Rhymaline Time is a musi About half the shows fall in the six cal-comedy program that pulls try. more mail than any other current to seven p.m. period, while abollt two "Team" feature. thirds of the remainder come around Satisfied sponsors have includ ; ten. There are a few 11 :00 p.m. and ed, among others, Katz Drug Company, Land -Sharp Motors, early morning periods. Most shows Jones Store, and Continental are heard fiv e times a week. Pharmaceutical Corp. Contact us, or any Free & Peters While conceutrating on perfecting "Colonel" for availabilities! their ]1('\\S co\'erage. the Shell ao·men have been watching TV's efforts to break out of the static rut in which KMBC of Kansas City lIIo"t vi~ua l news progra llling falls. As MONTANA ~ an cxperilllf'llt, th ey will sponsor fiv e rvOT o .rv£, BUT SEVEN MAJOR fNIJUSTRfES minutes of news on WN BT, New York. KFRM sta rting 28 Augu"t. The show will be for Rural Kansas 60 SPONSOR on fiv e nights a week from 6:2')·0 :~ O. To a Big City Ad A'an with Don Goddard as newsca!' ter. ~ fI ea llwhil e , rcports show li!'tening unaccustomed to 5 o'clock shadows to radio news (including Shell n e w~ ) steadily ri!'ing !'ince the war in Korea. ,S o'('l(wk in th!' morning i" e ither awfull y ('ady or mighty la te. Shell dcalers know that th ey have a If you'V/' approa('lwd it only from tl](' ti red city ~idc you have proha bly IIlis~( ' d it s !IlOrt' invigora ting a~p('ct~. personal stake in the busillc:-::i of keep· Iowan", fare h('ttl'!", In ~ t f'a d of ha n('n L1" piI alt ju n g l ('~ tll('Y ~t'(' ing their customers posted 011 local, frllitful fi(·ld >o with dt'\\' g li ~ t (' nin g ill til(' ~lInri·,('. In pla('f' of national. and world en·n t ~ . nig ht .d e"erted building" th!'y Sf'r th .. ~ h a d() w" of fa tt ening Iw('\'('\,; }[essrs. \1arschner, SlIlIgert, Lier, wh() ~(· compfI"it {' Illarkf' t w(>ight in 19cJ.{) wa" 2 hill io n 3S6 mill ion and Heiney are seeing that they don't poulld,,_ I owa g roIL'~ /IIorf' call1(' ---l/Tul lII akes lIIorl' lIIoney at it - than any 0/ th e 1(,{!of' lular), range states. forget it. * * * They " ('C tl/(' ~ h a dow " of a fanta ~ t iG " pork harn·I" worth over $7~~7 millioll in 19·19. Iowa market ed Of/{'-follr th of fill the {llIrk RA DIO IS GETTI NG BIGGER ill Ihe cOllnlry lasl yf'flr. They Sf'(' tilt' "hadow of a gigantic egg which prOl'idf''; pin mon!'v for Iowa farlll w iws o f $200 million (Colllilllled /r01ll page 34) annually. Th e egg (Jlld Iowa n es tle cosil y al Ihe top 0/ Ihe nalioll's II/arkel bask (> I. 19050, the pcrC'p ntagp rose to 9 g. 9 ~ ; , . TIll' suh"tance of all th('"e "had ow,; i" $2 hillioll 1 I ll..! million for 2. III 1945. 29.4% of all radio Iowa ea~ h farm ineol1w in 19 c1 9- fil·~t for th!' na tion a ceording to homes had t ~\ 0 sets; in 1950, 35.0 7~ . Sales .1IwlfI{(I'lIIellt. Indu!:o trial Iowa add" another $2 hillio n to total indi\'idual ineonlt'. It ·s a markd worth rea ching- 3. In 1945, 9.1 ~, ~ of all homcs had alld in Easll'rn Iowa \\',\11' rCfll'h es . three or more receivers : in 1950, 13 .2 f 1r . The 1950 suney showcd ' one 1'l ea~e a"k the Katz man for additional data. in evcry tw o homes with more than on!' set. 5000 WATTS, 600 KC 4. Of 9.100 Jespondents, 1:0 % of the men and 72 .7 f -'r of the women said they li stened to sports or sports news. Ua(lio t'omparison with I1t·wspa· pnrs in Color ado a n d Wyoming. A KOA survey released 8 August 1950 BASIC COLUMBI A NETWORK shows the results of radio li stening in Colorado and Wyoming. The Colo rado-Wyoming Diary findings repre sent the first time that a survey of program audiences has been maclc in I the two states. Jt was conducted April 1950 hy Research Sen -ices, Inc., Den· TOPEKA \ er. Although this survey was made pri marily to analyze two-state listening, the average time spent listening to ra dio programs as compared to reading lIewspapers and magazines also was un covered. According to the research firm. the average person in Colorado A Metropolitan and Wyoming spends two hours and IS minutes daily at the radio. ,\Iews Market !Japers get 39 minutes of his time; '---NOW- magazines. 18 minutes. The combined population of the two states is about 1.500,000. It was found that during the average morning quarter-hour 189,000 pcrsons listen to the radio; WREN in the afternoon, 177,000; in the eve ning. 307,500. "FIRST ALL DAY" Individual stations report higher li s tenership. For example, WAGA in At ABC lanta reports a 43% increase in 194·9- 5000 WATTS 50 over 1945-46. KTUL, Tulsa, shows cost per 1,000 of $10.03 in 1943-44 as contrasted wi th $8.59 in 1949-50. Nu merous network and independent sta & CO. NATIONAL REPRESENTATIVES tions report simil ar fi nding!;:. * * * 14 AUGUST 1950 61 - oversight that we were not included. SlO~ M~diso .. Atl as has 11 Western feat ures and o\'er 350 top comedy shorts a \'a ilable for T \ ' a t the present time. (Continued from page G) H E:\RY BROW" All in alL it looks to me a~ though Pres idenl SIMPLE ARITHMETIC your F ALL F .\CTS eclitlon has immeas- A lias T elevisioll Corp. IN I urabh' hurt " TSAZ-TV insofar as it ,Y ell' York was eliminated as under construction MUSIC LICENSING with a network link. a nd to the same Congratul ations on putt in g so mallY BM I LICENS EES degree I would be inclined to belin e that ) our llI agazin e suffered IH' reason vi tal sales fact:- into your FA LL FA C T~ Networks Issue. AM of inacI' urate repor iing. FM ':\[ ARSIJ AL L ROSEi'\E LEE H ART TV General Manager Assislallt DireClor Short-Wave TVSA Z BAB Canada lIuntington. W. r a. N ell' J'orh TOTA L 8Ml In your i ~ "u e of 17 July. you sh ow GOO DMAN 'S TEL EPH ONE GAME UCENSEES . 2, Jsr: on page lU3 the addresses of Film We ha\'e heen a,.kecl win' our Radio You are assured of Equities, \ a ti ullwide Tcle\'ision a nd complete coverage Sta nda rd Tele\'ision Corporations at Telephone Galll e w a ~ not ' incl uded in when you program IGOI) Droadway. This i!'o incorrect. All your recent art id e. Your editor. ':\1r. Norman Glenn, d id BMI- licensed music I three companies are 10r a tNI in the P a r- a mollnt Building at 1501 I1 roadway. req uest infor ma tion on ou r program, and we advised SPO:'\SOR tha t \\' e would ROBERT H. \VOR~JIIO U D T Fillll Equities Corporation he happy to give the informati on if the Nelli York In your telev ision map fo r sponsors a:,; o f ) our issue of 17 J ul) . you listed WAVE \ GROWING WLW-J). Da) ton. Ohio, as having 59.- 000 sets 111 market. WON'T GROWING This figure is lncorrect. As of 1 July. there were 100,000 sets in the WL \\'-Dt5-mile area. T his fi g ure SETTLE IN GRO WN comes from \,\'L"'-TV's ,'cry accurate researc h department in Cinc inna ti. DOll REDWINE Miller is in c harge of it. H e handles #()I(/1i1Jt~tIIgj~ re:,ear(' h for the C rosley televi sion -(Ky.)! MOR NING PE RIOD · (·hai!1 . d roonl te m- FRAl'\ K HA LL FH.HSl ' R e Chill etl, warlll o p~: of Redwine PLUS ... Pro1ll olion-Pll bliciI )' Manager per ature, the p e I' cork, pore WLW-D ~l\Y ' ) can' t ~~n, ~~' d be l,hnnb a 14.8 Over-all Audience tluugs .• 'f' :e arrivcd .••• Day tOil musty b c ore 1 Increase Since 1949 I ('oneentrate oU ft ,C Instea( , we d ' a Area- a a) l.onisvilie :rra If"'· ly huhhling \lr cong ratulations to SPO ;\SOR for ulou8 t e rrltoFrory .aInll"tanes e , people ANOTHER BONUS with nloney. 9. 1139 Illore lle r I the excellent information it contained h e r e iuvcst .... I bors in th e ·1 tl an n elg 1 • n S f ill the F ALL F AC TS issue. 1 a lll su re a ll fanu y 1 ed down portlO 0 FOR ADVERTISERS ... nlOr e wate r of your reade rs must have foulld it o ur State. . call Special merchandising infurmative and helpful as I did. II the effect ~ e So we g~t a teut ularket. For department for extra WrLLI A ~r 8. O GDEN fronl ,hIS po I )'ou the facts let US scn( . ' f lk s promotion of sales. lV/alla ger. Radio·Television proo f , ., I (lrinklu 0 on the ea t u~ ~lJ.{ 1 • January, February. 1950 Hooper LeVally In corporated arouu•l LO,usv, \le . Chicago AM 5,000 Watts WA BB FM 50,000 Watts ... ~L.OA\1iE AME R ICAN BROADCASTING O n page 103 o f the 17 J uly is:; ue li:'t COMPA NY illg wa~ made of \ ' a ri o u ~ companies ~oc lfflllllE .. 50~TE~S , ,NC. OWNED AND OPERATED BY \\' ho specialize in fi lms for T\'. As we : F~EE 8&,! presentatlveS THE MO BILE PRESS REGISTE R Natlona ... e ~ NATIONALLY REPRESENTED BY a re ln that category I a n cl art' soleI ill THE BRANHAM COM PA NY o\ er 30 llIal kets I, it \\'a:,; 11 0 doubt an ~..sw~;~ 62 SPONSOR articlc specified th at the Goodman opportunity to win. Telepholle Game was the ollly olle of En'ry winncr. not ju!'t the first on(' the telephone gi mmick programs that who gets in. r('cei,"es a duplicate prize. did not include the element of cham'e. l Our telephone operators who receive To Cove r Presumably SPONSOR was fearful the cal1s remain at their posts several the Greater that tlH'Y would be "stepping ou ~OIl1C hour after each program, or until thc body's toes"; thus we were excluded. I phones ~top ringiug. Listenf'fs may_ if Wheeling (W. Va .) Our Radio Telephone Game has they prefcr, mail their entries. We Metropolitan bCCIJ broadcast by IGO A\1 stati ons have written penni~sion fr om the Post Market during the last 14 years, and hecause Office Dcpnrtlllent to use the mails. you need ... it does not contain the clement of Listeners u('cd not go to a store to chance could never he con!"tru f'(l as a pick up a ehart with which to play. lottery. They ca ll makc tl1f'ir o wn. \Vhile our prog ram closcly resem Since the court injunction was ble~ l3iugo, we developed a scientific granted stopping allY aetion on the method wherehy everyone pia) ing the part o f thc FCC in conjunction H"ith WTRF game has an equal opportunity to win. lott eries or games of chance. many It took 14 months to work out the telephone games dearly violating lot mechani<'al perfection of thi" lIIethod. tery laws ha,"c heell accepted by stations. Listeners play with the h e fi gures A lottery consists of three elements: of the telephone number or thc last I prize, consideration. and chance. Elim High Hoopers (Avg. 24.5 ) five fi gures of their social security I inate chance and you can't have a lot Humber. Each aud eyer) telephonc tery. The big question at the present Low Cost and social security number is cxposed time is "what constitutes considera The ECONOMICAL way to at least once. and in any case an equal tion." Somc la wycrs contend that SELL nUlllber of times. every 13 weeks, merely li ~te nin g to the program is con- The Wheeling Market thereby giving e,"ery player a n equal sideration. Some of the telephone Ig ames go so far as to make it neces Check sar) for participants to pick up a chari THE WALKER CO. or a form at the sponsor's place of business. I Ac{' ording to page six of the 17 De- 1-'"------cember, 1 14 AUGUST 1950 63 .l\ ext issue We turn the tables with personnel; music performing rights: an article giving the sponsor's side of film library sen'ices; l1lusic librar~ th e picture. If you'J like to contribute "en-ices: ne\\s services: length of com a 11 ugget or tw o, don't hesitate. And mercial copy; foreign language broad \Ie promise not to mention \ our lIame. casts: product aeceptability; program and copy acceptability; political Standard TV ra te card broadcasts: station option time; com Agencies and afhertisers will stand missions and payment schedules: rate up and cheer the recommendations re protection: contract limits: discounts. eentl) made by the Television ~tand It is suggested that the standard ardization Group, 111 collaboration rate card be 6" x 3~~" folded, making with thf' Radio and Television Broad it a convenient pocket piece. Spread casting Committee of the AAAA, to out, it is easy to use. All vital data are help T\ :;;tations establish rate cards un a single side. of greatest use to hoth bU\-ers and Eugene S, Thomas. now directur 8f .. :;;ellers. . operations of \TOR-TV. was chairman After numerous sessions. this all-in of the 17-man Standardization Group. If they dared dustr) committee, working under au His executive committee included John ~Ian) a ",ponsor \\ ould like to know thority of the Broadcast Advertising E. Surrick, \\'F IL-TV (now with the scrret of getting the 1110~t out of Committee of the NAB. has come up \VFBR): J ames V. McConnelL NBC: his agency. \\ ith five model rate cards, each iden \\'illiam H. \\'eldon. Blair TV: E. Y. ~lanr an agency man would r~ li :;;h tical except for different model rate Flanigan. \\'SPD-TV Others on the the opportunity to tell hi" client a tables designed to incorporate varia committee were Edward Code\. Katz thing or two. tions in pric ing praetices within the Agency; Russel \\'oodwarcl. Free S In this issue and the one to follow industr). These are contained in an Peters: E. K. Jett, \\ T ~IAR-TV: Arthur SPO[,;SOH gi\'es both of them their attractive spiral-bound booklet. Gerbel. J r., KJR: George \\'. Harvey. chance. Under the provocative title, Besides the rate table, and facilitie" WCN-TV; Henry \\T. :::llavick. \\'rdCT: " \\,hat agenc~ men would tell rlients charges ( film , stuelio. remotes I, the James T. Milne. \VNHC-TV; Louis . .. if they dared," SPOl\SOH bares recolllmendat ions include 20 specific Read, \\T\)SU-TV: Henry L Christal. the souls of a number of agency men points of general information: chan Edward Petry &: Co.: George Mosko who talked freely when they were neL power. time; production services: vics, CBS; Harold L. ~lorgan. Jr.: cOl1\inced that the~ \rouldn't be fJuoted "tudio equipment and personnel: film ABC: William B. Ryan, KFI-TV (now \ hy name. projection equipment and personnel; general manager of \" A B) . Charles The result:;; are interesting. to say film production equipment and per A. Batson, NAB TV Director, seryed the least. sonnel: relllote pickup equipment and as ('ollll11itte~ secretan. Applause ' Guide to Iowa listening Iowa of radio, newspapers. local gov one out of every two Iowa home, has ernment. schools, and churches: atti more than one radio sPt; 14.2(>~ of Until somehudy presents a belter tude of adult Iowans toward heer ad all farmers had radios in their barns case, our candidate for the statioll (or \ f'rtising: \\'a) s in whieh raelio can do ( in 1949 it was 1l.8% ) ; 98.5% of all network) that knows its audienC'e best a better job: ownership of electric radio homes were elel'lrified, Com is 50,000 watt WHO in Des Moines. dish washers. dothes driers: TV sets paring radio and newspapers, g70 said What started out 13 years ago to and portable hattery-operated radios. newspapers were doing the best job, be a survey of WHO popularity has 1970 said radio; 73 70 gave equal hranrheJ out into a full-fledged annual A two-day diary study. embracing rank to both. ~ews broadcast led in research project embracing 9,000 Iowa every set in every seventh home of the the "best liked type of program" cate families from all sections and segments 9,215 interviewed, reveals meaning of gory with both men and women. fea of the statp. The 13th Consecutive " heard regula rly" and " listened to tured comedians were second, popular l\nnual Stllfh of Radio Listenin a most"· ratings. It rOl1lpares "recalled" music was third with women, sports Hal,its in the' State of Iowa (i\ larrl~ list ening with actual listening. with men. April, 19[)0) is hy all odds the most For sevpral years this annual check \\That's happening to radio through ambitious of the s~ ne s. Previous of Iowa listening has thrown light on out the U. S. is reflected in this one studips gave answers to stich questions use of multi pIe sph; wi thin t he homes; state study. SPONSOR commends Dr. as radio oWllPrship, station prefer on radios located in barns; on radio Forrest Whan of Wichita lTniversit \. en('('s, t) pes of programs bpst liked,) receivers in 64 SPONSOR t he pi ed piper now rides a horse! "~:-:"'" RIiLADElPJlH mopp .. ts folln", "The GhoH Rider" in And for more dOCllment('(1 fact:;. " The GIIO,t Rider" legion-. OH'r WCAll·TV eHry day. " The Ghost Rider" ha;; tell5 of thousands of retllrned perforlllalu't' card. and has no off ~eason - right on into SlInllner there are more letters from enthmia"tic parent,; .... hieh hear witlle;;, tn reque,ts for memhen,hil' than ever before. the fa ct that they wat ch his prngram- 0111(1 that hi, guod "The Ghost Rider" .... esterns haw more j\l\enile co ndllct co(le i" followed to the leller. yit>wl'r .. than any .... e!ott·rn feature ill Phila(lelphia. This loyalty speaks for il>elf. And if YOII kilO .... an)" As further evidence of "The GlwH Rider's" P0I'II' thing abollt children. YOII kno .... how dt>malHling tht') can larity (if more is needed) he .... as "Ilwhhed" hy 30.000 be for the prodllct their hero endorses. ho .... ling. adoring ),ollllg,ters at his first penonal appear· If ),011 .... ant a following for your prot/llct in Phila al1('e at Fairmollllt Park in Philadelphia on July 4. delphia. follow "The Ghost Rider." -W-CAU-TV CBS affiliate-Channel 10 rli . f" 14 ~Ir.",o /"'. ~ -.l .., .. J I I I \ WWDe NOW I in total share of Washington audience* Big ... big . .. BIG! That's the new audience Station A (Network) 25.1% WWDC delivers advertisers with its 5000 watts \ and its low rates. Only two big network stations Station B (Network) 15.0% have a larger share of audience. WWDC has more than the two other network outlets . . . WWDC '2.8" I more than all other independents. That's why WWDC is Washington's dominant independent. Station C (Network) 10.5% That's why WWDC is your best buy in Wash ington. Get the facts from your Forjoe man. Station 0 - 5.9% Station E (Network) 5.8% - 250,000 NEW LISTENERS -Station F - 3.7% -Station G - 3.3% -Station H - 3.3% -Station I - 3.2% -Station J - 3.1 % W Station K - 3.0% - WASHINGTON, I D. C. -Miscell aneous - 5.3% * Pulse, May-June, 1950. Share of Audience, 6:00 A.M. to midnight, Monday through Sunday.