RtGtlVlU J JULY 1950 • $8.00 a Year '1'1 r: H)hf"l I UTES: radio I TV m ~ :I~ l lr~'11enf·:..Jp~p·24

'0- .. .> I ~ ;

50 GUESTS IN EI.EVEN MONTHS (as a 3 . day . a . week show)

LET YOUR PETRY MAN TELL YOU ALL THE FACTS- The Kentuckiana * Top Hooperated (6.6 Dec. '49 thru April '501 Market Basket 1949 Food Sales * Store Merchandising * Listener Contests $474,196,000 * Prizes * Audience Participation * Product Displays

50,000 WATT S * A CLEAR CHANNEL * 840 KILOCYCLES The only radio station serving f!.!!..d selling all of the rich Kentuc/(iana Market

VICTOR A. SHOllS, Oirec/or NEIL D. CLINE , Soles Oirec'or

RE PRESENTED NATIO NALLY BY EDW ARD PETRY AND CO . • ASSOCIATED WITH THE COURIER · JOURNAL & LOUISVILLE TIMES 3 July 1950 1950 Iowa Thirteenth annual study of Iowa radio audience made by Dr. F. L. Whan, Radio Audience I Universi ty of Wichita, for WHO, Des Moines, is tops in listener infor­ Survey mation. First tabulations of March 1950 study, embracing 9,215 inter- tells all views, reveals about 50% of Iowa homes have two radios or more; over 50% families have portable sets; total radio-equipped homes jumped from 91.4% to98.9% in decade; 14.2% of farmers have barn sets. Full study expected soon. -SR- Mail order firm RCW Enterprises, mail order experts, uSing eight scattered TV stations spending $20,000 with five-minute nighttime participations, at record cost of $20,000 weekly on eight TV weekly. But nearly 10,000 orders for Instant-photo are coming in stations daily enclosing $1 each. -SR- Two strong Dowd, Redfield & Johnstone, Inc., new $ 6,000,000 billing a dvertising radio/ TV a gency combine, is looked to stir some radio/ TV excitement in Manhat­ agencies merge tan. Both John C. Dowd, heretofore strictly Boston agency, and Red­ field-Johnstone have been especially a ctive in air media, including Block Drug, Colonial Airlines, Bell-Ans, First National Stores, Har­ vard Beer. William Eynon, formerly with H. B. Humphrey, joined 1 July as Radio and TV Director. New coalition includes all personnel and a ccounts of Blaker Agency, New York, purchased by John C. Dowd prior to merger with Redfield-Johnstone. Firm will occupy second floor at 501 Madison. -SR- Sold-out sign National advertisers wondering whether to use NBC or CBS television at NBC-TV and network facilities this fall have nothing to worry about. With few CBS-TV exceptions, there's not a thing open from morn to night. -SR- Lone station WBBM, Chicago, is only broadcast station using Starch reports on read­ subscribes to ing preferences and habits regularly. On own initiative, commercial Starch studies manager Ralf Brent broke precedent by inducing Starch to accept sta­ tion as subscriber, has just renewed for second year. -SR- What about Looks like urgently-needed TV standards and TV code will have to TV standards? spring forth like Topsy. Better Business Bureaus are pushing both. NAB has hands full with other matters at moment, although new TV Di­ rector Charles Batson is standards-code minded. -SR- How many Until recently a rarity, Negro disk jockeys are springing up every­ Negro disk where. Some, like Joe Adams, KOWL, Santa Monica, are doing landoffice jockeys? business. Adams' 56 sponsors include national accounts like Plymouth, Manischewitz Wines, Milani Salad Dressing, Shinola Shoe Polish. KWKH, Shreveport, has white d.j. who draws Negro listeners in droves with simulated technique. Prominent-white-audience station in Georgia may soon take on first Negro d.j. SPONSOR will carry story in 31 July.

!lPONSOR, Volume 4, No. 14, 3 July 1950. Publlshed biweekly by SPO:"lSOR I'ubllc.llons Inc., at 3110 Elm Ave .. Baltimore 11 , Md. E,ecutl ••, Editorial. Circulation OMc. 51 0 Madison A.e., New York 22. $8 a year In U, S. S9 elsewher.. Entered II second cia .. matter 29 Jsnuary 19~9 at Baltimore, Md. postomce under Act 8 March 18711. · ,,' ~. '....-- - , . ;: ," - '. - ..: - . ;' i~ :E PO~ T5 ~ '•• 5 ~N50R . RE PQR T5 ••• 5 PaNSOR R

Curtis Publishing Ro bert E. Ma cNea l, new presi d ent of Curtis Publishing, believes that head looks at TV TV will increa se movement of goods; help all media. Of magazines' fu­ tUre in a TV era he says: "I a m sure that magazines will be a fairly lively c orpse for some time to come." -SR- More d.j.'s at D.j. 's a re being f a st s cheduled into key nighttime hours in move to night this fall build low-cost, s a lea ble evening time. -SR- Out-of-home Growing interest of researchers inout-of-home listening measurements listening gets emphasized by New York chapter American Marketing Association with marketing assn. meritorious s ervice a wards given to out-of-home research experts Dr. citation Sydney Roslow (Pulse) and Miss Claire R. Himmel (WNEW). Dr. Roslow recently announced extension of out-of home listening measurements to 10 key markets. NAB at April meeting passed resolution urging analy­ sis of "big plus" a udience. Multiple set listening within home is next to get definte attention by researchers. -SR- Kiddies big Marked influence of children on what's seen in TV homes, during adult influence on viewing hours indicated in Ohio State U. study of Columbus area. Com­ adult viewing parison made between adult-only homes and adult-children homes shows how drastically youngsters alter ratings. Such adult-type shows as comedy drama, including westerns,reveal greatest appeal for child viewer. Variety shows like Milton Berle had almost even viewing bal­ ance in adult-only and adult-children homes. Crime drama revealed wide variations depending on nature of presentation. SPONSOR plans full story on this subject. -SR- Radio set Although console radio set sales are lagging, 1950 demand for table sales zooming and portable sets seems destined to push 1950 total substantially be­ yond 1949. Trend due basically to demand for bed room, kitchen, den, and workroom sets within home; to increasing out-of-home listening. Joseph B. Elliott, RCA vp, predicted recently that radio set sales 1950-1955 would exceed 1935-1940 period. -SR- Look for Strong users of air advertising for several years, margarine manufac­ oleo air turers like Jelke and Nucoa are gearing for big push to housewives via advertising radio and TV this summer and fall. Elimination of 10c per pound fed­ eral tax 1 July affects only colored margarine. Some states are fol­ lowing suit in reducing prices. At same time, butter interests are feverishly planning counter ad action. -SR- Watch out if Watch out for a TV commercial that rates an overwhelming "like" score everyone "likes" with little or no "dislike" votes; it may mean a namby-pamby approach your TV commercial with too little sell to be effective. That's gist of observation by a n a lysts in current Sta rch TV report. A commercial with strong likes a nd dislikes is more likely to do selling job, says Starch. -SR- M 8S Fall business Fall business prospects at Mutual are better than at any time during looks good l ast two years, with virtually all MBS advertisers contracted through end of 1950. Fact that Mutual has no network TV operation (a drain on other webs) helps brighten fiscal picture.

2 SPONSOR "MY'K~ISPY KOOL LOTION PLEASE , LUI~I / '.

ELECTRIC razoros and tile haths - us ' 50) , for example, WDAY got a 64.0% Share North Dakota hayseeds sure live mighty of Audience, comparoell to 15.1 % for the next fancy! And why not, when our income ex· station! Equally important, WDAY has even ceells the national a,'erage hy $1750 per year? greater listenership throughout the rural parts of the Reel Riwro Valley. A new 22. There's an easy way to get your share of this county survey (copy on request) pr'o,'es that fabulous Red River Valley farm income. It's WDA Y is a 17·to·] favorite overo its nearest WDAY, Fargo. This 27 ·year.old NBC affiliate ··competi,tion !" roacks up some of the highest Hoopers in the Let liS senel yon all the amazing facts ahout [und. For weekday Evenings (Dec. '49.Apr. ~ r DA Y, today!

FARGO, Nm D. + NBC • 970 KILOCYCLES • 5000 WATTS '.: , FHEE & PETEHS, INC., Exclusive National Reproesentathcs

3 JULY 1950 3 Vol. 4 no. 14 3 July 1950 ~ ige st

" " "J'. , ~~", ~, . _ _ --,~ " ... ~"<"~~ ~, \. ARTICLES

Sponsor Reports 1 Soft driJlI~s 011 tile air With steadily rising costs and competition galore, the soft drink industry may 510 lU,ulisoll 6 soon blow its nickel top-and broadcast advertising will get a big share of the new money 19 Queries 10 l,\'elV find RenelV 11 Nearly every station has one lUre Sponsor: Direct contact of program with listeners always seems to payoff. The hun­ 11'. S. BrolVn 14 dreds of telephone gimmick shows on the air are doing fine for the sponsor 22 1-. S. 16 lUre S,Jonsor Asks 32 Itlinutes: .lelV radio/TV JJleasureJJleJit New Sindlinger report uses time as the yardstick for radio and television Roundllp ra ti ngs. This makes listening-viewing comparable with other recreational 34 activities like reading and going to the store 24 Radio Results 36

Sponsor Speaks 56 HolV Borden's does it When Borden's dropped network radio for spot, other advertisers sat up and Applause 56 took notice. Now Borden's is busy slugging out the problems of making best local buys for its money 26

Cover shows Tom Bartlett, MC of "Wel­ come Travelers" (NBC). helping a young 11'110 lool~s IVhere? guest make a phone call. Telephone-gim­ mick shows have what it ta kes (see p. 22). Nobody has the full picture of television coverage. To get detailed data on where sets and signals go, sponsors will have to supply the push 30

Editor & President: Normon R. Glenn Secretary-Treasurer: Elai ne Cou per Glenn r~ i Managing Editor: Miles Dovid IN ~ FJ:JllJR'E/ ISSUES I..., """",",".""".'",".~_,.~>s.."",,, __ .. ~~_ »-~:.... ;:,...... '::<;:. . ~-~ ~~~~~~~~~~~~~~~~ Senior Editors: Frank M. Bannister, Irving Marder , Assistant Editors: Fred Birnbaum, Arnold Al- I pert, Lila Lederman Fall Facts Issue 17 Jul~ Art Director: Howard Wechsler Vice-President-Advertising: Normon Knight i Presented for the first time in fast-reading question and answer style, SPONSOR's annual Fall Fac~ Advertising Department: Edwin D. Cooper issue will cover the provocative trends advertisers and agencies must spot in 1950. Here's a rundow' (West Coast Manager). Beatrice Turner, of some of the topics covered: ' Edna Yergin, John Kovchok Vice-President-Business Manager: Bernard Platt AI R POWER: proofs of sales effectiveness of radio/ TV I Promotion Manager: M. H. LeBlang Circulation Department: Ann Ostrow (Sub­ RADIO SPOT SECTION: spot boom; increase in participation type programs; early morning spon! scription Manager), Emily Cutillo, Victoria sorship; best times available this fall; transcription and music library trends I Woods Secretary to Publisher: Augusta Shearman Office Manager: Olive Sherban RADIO NETWORK SECTION: shift to daytime programing; time slots available this fall; program' ing motifs of networks, morning, noon, and night; are networks declining?; will rates decrease? l Published biweekly by SPO NSOR PUBLICATIONS I INC. EIocutlve. FAlltorl&!. Circulation, and Advertlslnll Omces: 510 Mad ison Ave .• Now York 22, N. Y. Tele­ .hone : MUrray Rill 8-2772. Chlrallo Omce: 360 N. TV SECTION: large TV pullout map including all basic data; time slots available this fall; when H.Iehlian Avenue. T elephone: FInancial 1556. West go into TV; package programs available; trends in TV rates Coa,l Omce' 6087 Sunset Roulevard, Loo Anlleles. Telephone: mlhlde 831L Prlntlnll omce: 3110 Elm A .... Baltimore 11. Md. Subscription., United Btate. as a yur, Canada and rorelgn $9. Bingle cop Ie. Me. Prtnted In U. B. "- Addre •• all correspondence to 510 OVERALL: premium trends; are giveaways waning?; use of mail order; research trends HadllOn A,,,"ue, New York 22, N. Y. COP7rlllht 1950. S,.ONSOR PUBLICATIONS INC. - IT'S EASY, .' -- WHEN YOU. KNOWHOW!

I T takes more than a franchise and equipment to make a ball-team or a radio station-it takes Know­ How.

KWKH has unequalled radio Know-How in its tri­ state market... a Hooper-proven Know-How born of 24 years' experience.

For Mar.-Apr. '50, for example, Shreve­ port Hoopers gave KWKH ~ 77.0% higher Share of Audience than the next station, weekday mornings - 55.2 % higher in the afternoon-83.4% higher at night!

Also-BMB Study No.2 proves that KWKH gets the biggest audience in the rich oil, timber and agri­ cultural regions around Shreveport. KWKH's Weekly Daytime Audience shows an increase of more than 50,000 families since 1946 .•. is now over 300,000 families!

By e'Yery standard, KWKH is your best buy in our booming area. Ask us or The Branham Company for all the facts!

The Branham Company 50,000 Watts • Representatives Henry Clay, General !tlanager RADIO RESULTS VALUABLE 510 Madison As a new station, only on the air since 1 December, 1949, we are proud of the results we have been able to pro· TV FILM STORY PLEASES duce for the Central Federal Savings May I applaud you for your excel­ and Loan Association of Wellsville, lent story in the current issue of SPO!\"­ Ohio. From what we have been able SOR entitled "Sensational but scarce." to learn of the radio activity of such I It is a real step forward in clarifying firms, use of an extensive spot sched­ how the film situation for tf'levision. ule is unusual. ~Iay I take this opportunity to cor­ Within a few weeks, I will be able rect the erroneous impression which I to give you another report that will be hard believe the article gives that our firm extremely unusual in this same field. has sold the Cisco Kid rights for tele­ In that time we will be able to get yj"ion to NBC. Actually, our deal with some idea of the results another bank can the National Broadcasting Company is getting from their sponsorship of involves the use of our Cisco Kid tele­ ma j or league baseball games! This vision film s 011 their owned and oper· particular account's activity has ar­ an ated stations in ~ew York, Cleveland, rested the interest of the Banker's and \Vashington only. In all other !Ifon thl)' m~gazine. The most unusual markets we are taking individual con­ part about this story is that the bank advertising tracts with sponsors and stations. is located in a small town 20 miles JOH N L. SINN from our 2S0-watt transmitter and dollar President serves largely a farmer market. We Ziv Television Program s find that "Radio Results" is extremely Incorporated valuable to us in passing on valuable work? New York program selling ideas. JOHN W. RIDDER Program Director BINDERS FOR SPONSOR COPIES WOHI Sponsors lu\ e rccei\ Ing letters -- especially WHO's cupies of SPONSOR have been East Liverpool, Ohio when they cOllle at the rate of one ev ery 7.5 seconds! read, and distributed throughout the organization for re-reading and even­ That's just wha t happened as a result of a tually have been lost in the shuffle. TV DICTIONARY FOR SPONSORS certai n sho\\ ,. on C' K A.C' during the week of Loyet recently expressed a desire l\l"y ! :I-I Y. In seven sho rt d".\·s, this show lVIr. Will you please send us a copy of pulled 7X,? ! X replies, ""cI, COtJ/"i tJillg proof to have a complete file of SPONSOR the issue of SPONSOR which has Part I of pllreh,,51'. Mathematically speaking, this magazines for the past year, and to of the TV dictionary. We have parts means one reply e:leh and e\'ery 7.5 seconds, build a file of future copies. Can you II and III. For some reason or other t\\ ent)'-four hours a lb,l', for the full sevcn supply back issues? we do 1I0t have part I. Either we mis­ day wcek! Building a file of SPONSOR calls for laid our copy or did not receive one. Am.17ing' N ot when you consider th" t a wire type binder in which to keep JOHN R. GILMAN JR. CKAC' takes you into 4-)o,ono French radio current issues prior to permanent bind­ Assistan t Advertising :ll anager hom es - more than 70% of th e total num­ ing. Do you make such a binder es­ John H. Brock In c. ber of radio homes in the Prov ince. It's no peciall) for SPONSOR? wonder that CK.-\C' g ets results-at a \,,.ry Springfield, Mass. modest cost per liste ner. W. W. WOODS Ass':stant Resident Manager " CKAC's " CA.SINO". Present co-sponsors: O dex, Su pe r Suds, Noxzcllla. Segments of WHO ~Ir. Stuart \Vatson received one of "Casino" still avail:lhle for sponsorship. Des 111 o£nes )'our pamphlets, " TV dictionary for Writc for fu ll details. • Binde r holding a 6 .. month!!o' s upply of SPO:\,. sponsors:' Everyone in our advertising SOR are a\"ailabl e at $.t. ,-",ach; t\\ 0 hindt'rs $7. department has found the TV diction­ CBS Outlet in Montreal ary both interesting and entertaining, Key Station of the and Mr. \~ T atson has asked me to write NAB'S MILLER COMMENTS TRANS· QUEBEC rodio group to you to see if it might not be possible I have found some very constructive, for you to send him two more copies. aflirmati ve artieles in the current num­ I DOROTHY E. FENO ber uf SPONSOR concerning NAB and I Secretary to 111 r. Stua.rt TV atson am writing to let you know that I Assistant Manager Adv. Dept. ap}H'Pciate them very much. I aU1 sure CEAC Standard Oil Company (Indiana ) MONTREA L the) will he mutually helpful. Chicago 730 on the dial. 10 kilowatts JUSTI!\< MILLEt{ Representatives: President Ada m J. Young Jr •• New York, Chicago NAB \\'e would like to take atlvantage of William Wrighf • Toront') Washington ( Please tum to page 52)

6 SPONSOR NEW YOR K

~~ f .....- ~~ F. W. K • .G•. MILLER DARE

F. W. MILLER.JR.

W. E . H. f< . SH REWS BU RY POS TE R -....v ~ .... r: U. J . 1:.. N. FERRIS.JR. S IMONS

I . N . C . A . HARDI NGHAM.JR . HI GG INS are 'IOUI'

coniacid

T hese are the men who, with years 0 1 experience and willingness, arc ready SAN FRANCISCO CHICAGO a tall ti mes to give you the maximum of efficiency ill senice. All are well seasoned in the fi eld , all arc capable.

WRATH

~ H. V. F . B. BARRETT RICE

~ HEADLEY.REED COMPA NY HEADLEY. REED TV 7 3 JULY 1950 ,

WHAT'S THE INSIDE STORY?

- VEHYBODY knows the big story. Any way you Esay it-audience, cost or results-50,OOO­ wa tt K~IOX is by far the best advertisillg Luy in 73-county ~lid-Amer i ca.*

Now Pulse reveals the inside story!

IN METROPOLITAN ST. LOUIS (4-COUNTY HEART OF MID -AMERICA), KMOX DELIVERS A BIGGER AUDIENCE THAN ANY OTHER STA­ TION.t AT A LOWER COST-PER-THOUSAND.

It's ail e inside story yo u can shout about. Day­ time. you get almost t"" ice as many listeners per, average (Iuarter-hour ... at a 13% lower cost-per-thousand! Nighttime. yo u get a 65% larger audience ... at a 30% lower cost, only $1 .55 per thollsand !

And anytime, all of Kl\TOX's listeners m the other 69 counties are a whopp ing bonus!

Yo u can say that again. In side St. Louis-as "veIl as outside- Kl\lOX gjYes you more lis­ teners at less cost than any other stati on !

"' BMB .50-10070 daytime listening area, 1949; 6IJ counties nighttime. tThe Pulse of Sf- I.ouis, llarch-ApriI1950, .1/onda)' through Friday ratings for St. Louis City and these cOllnties: St. Charles, St. Louis, Madison and St. Clair.

The Voice of St. Louis· 50,000 watts KM OX Columbia Owned· Represented by Rad io Sales This new feature will present some of the most inter­ * * * esting questions asked of SPONSOR's Research Dept. Readers are invited to call or write for information. Queries Address: 510 Madison Avenue, New York 22, N. Y.

'Vho is the agency for Hopalong Cassidy~ for licensing rights to produce merchandise under his name? Stationery manufacturer A. COlltact Willialll Boyd, Hopalong Ca:-;~ id y En t er pri se~. Beverly Hill:,. California.

(~. How many adH'I·tisel·s use television? Boston broadcaster A. N. C. Rorabough Company reports tha t some 2,842 advertisers were investing in televi~ion in March, compared with 2.398 in February-an illerea~e of 18.5% .

C~. What radio 1)I'ograms are sponsored over NBC hy General Mills? il1ich{'estern advertising agency ~... . A. NBC's report for June lisb: Live Like A lI Iillionaire (Genera] Mills Products); Night Beat (Wheati es); The Penny Singleton YOU CAN'T DRIVE Story (Wheaties); Dangerous Assignment (Wheaties); Sara's A S"KE WITH A Private Caper (Wheaties). Q. Can you give u s SOUle comparison hetwe(~ n the numher of TV set TACK HAMMER ... owners and I'adio Eet owners? Baltimore advertiser You must have sufficient coverage of A. According to the Broadcast Mea~urelllent Bureau, at the start of the market to assure adequate cover­ this year Lhere were radio families in the United age of the community ... KA Tl/s 5000 40,700,000 WATTS will a ssu re YOU complete States, and 4,343,000 TV families. coverage of the entire Houston market In what i.ssue have you had an article callcd " Is Hooper short- area. Q. changing radio?" Advertisers' association A. 22 May 1950, p. 30.

C~. Do you have data on the Negl'o markt,t '! SmalJ advertising agency A. See SPONSOR issues: 10 October 1949. "'The Forgotten 15.000,- 000"; 29 August 1949. page 28: 12 September 1949, page 36. Q. Can S PONSOR Idl m e anything ahout the impact of tdevision YOU DON'T NEED A 10 as a selling medium? Sales c01ls ultant TON TRUe/( TO DELIVER A. SPONson 's 199 TV Results giv e~ you concrete facts which are YOUR MESSAGE ... verified by the sponsors. (The booklet is still available, free to SPONSOR sub:'.cribers, otherwise $] .00. Bulk rates on reque5t.)

CHECK THESE POINTS ON "C ATTLE" COVERAGE: Q. W c have somcthing coming up this SUlllllJer in whi.ch NBC·TV

Radio Families 393,400 might he interestcd, can you tell us to whom to suhmit it? Annual Income $ 1,873,393,000 Veterans' association Re tail Sale. $ 1,287,086,000 A. Send it to Special Event:'.. NBC, Mr. Robert W. Friedheilll . Not. Rep. Independent Metropolitan Sale. Q. Do you have any information ('onc('rning the grocers' usc of King H. Robinson, General Mg'. radio in CClUlHlI' ison 10 olhC'(" media'! Trade association A. See SPONSOR'S recent publication Radio Is Getting Bigger. In the article ""More power," statistical information is given specifically 5000 concerning grocers. (This booklet is sti1l available on the same . WAITS basis as 199 TV Hesults mentioned above.)

H

10 * * * SPONSOR :I July HJ50 - -

Nell) "",' l~ell, elV I

-- -

These reporh appear in alternate issues

New on Networks

SPONSOR AGENCY NET STATIONS PR OGRAM, time, start, duration

American O il Co Jos .. ph Katz Co CBS 73 Ed ... ard n. Mur .. ow; ~I.F 7:45·8 pm; 3 Jul: 52 ... 1... Carnation Co Er~dll, W as .. y Co CBS 95 Family Party: Sat 10·10:30 am; I Jul; 52 wk. Coca.Cola Co l)'Arcy I': BS 74 Unnamed; Sat 10:30.11 pm; 7 O ct; 39 ... k s Quak .. r Oats Co Shennan & Marquette \IBS 400 Th .. Challenge of th .. Yukon; 1\1, W, I' 5:30·6 pm; II 5 ..1' ; 52 wt..~ Rlebfi .. ld Oil Corp lIixson & Jorgens .. n "iBC 16 Richfi eld R"port .. r; Sun.F ]·1:15 am (Pac); 25 Jun; 52 wks " ' iIIiam Wrilll .. ,. Co Arthur Jllf'yer hoff CBS 170 Twenty-four differf"ut pro~ram"; variou !': thueco; } ., JlIn to 4. AlI~

Renewals on Networks

SPONSOR AGENCY NET STATIONS PROGRAM, time, start, duration

Campbell Soup Co \l' ard WIt .... loek CBS 156 nuh 15; M·F 7:30.45 pm; 3 Jul; 52 wks Gen .. ral Foods Corp Young & Rubi{'am N BC 151 Th .. Aldrieh Family; Th 8.8:30 1'111: 29 Jun; 52 "I.., XBC 161 Father Kno~' s Hest ; Th 8:30-9 pm; 29 .Iun; S2 ~k s Gen .. ral '1li11 s Inc Tatham·Laird ABC 253 Br.. akfast Club; ~I·F 9·9:15 am; 29 '\Iay; 52 "I... Dancer.Fitzgerald.Sample ABC 194 Betty Crocker l'lagazine of the Air ; :\I·F 10:25.45 alll; I JUII; 52 ""k s­ Tatham.Laird ABC 23 Today in 1I0llywood (Pac Coa. t only); 1 Jun; 52 wk . G .. neral Mills Knox Ree ve.s NBC 72 Un Like A :\lillionaire; M.F 2:30·3 pm: 1 JlIn: 52 wk. The Kellogg Cu Kenyon & Eckhardt MBS «10 ~Iark Trail; ~I,W,F 5·5.30 pm: 2 O ct; 13 ... 1.. . P. Lorillard Co Geyer , Newell & Ganger A BC 56 Dr. I. Q.; 30 Aug; 5 2 wk. NOIzema r.h l"nlical SSC&B ~IBS 125 (;ahriel Ileatter; lU 7 :30·45 pm; 26 Jun; 52 ~' k !". Procter &. Gau)hl ... Co Con.pton C IIS 83 Lo ..· .. 11 Thoma.; ~ I. F 6 :45.7 pm; 3 Jul; 52 "ks Danecr.Fltzgerald.Sample C BS 85 B eulah; ~I·F 7·7:15 pm; 3 Jul; 52 " k s l)ane .. r.Fitzgerald.Sampl" CBS 86 Jaek Smith; M·F 7: 15·30 pm: 3 Jul; 52 wk. "io~' C BS ]49 The FBI In Peaee and War; Th 8.8 :30 1'111; 6 Jul ; 52 ...1.. . :\IBS 509 Roy Hogers Show; Sun 6·6:30 pm ; 6 Aug; 52 ".1... Quak .. r Oaks Co Sh~rl11al1 & Marquell .. \IBS A ~Ian On The Farm; Sat 12·1 pm; 2 S .. p; 13 wk. Ronson Art M.. tal Works G,.t·y \IBS t98 TWl'llly Que~lio n s; Sal 8 .. 8 :30 pnl; I Jol: 52 ~'ks Trimont Clothing Co \'l"Hlialll H. \'l'eil1trauh ABC 196 Slop The :\Jusic: Sun 8:15 .. 30 I)m; 3 Sep; 52 ~ks

National Broadcast Sales Executives

NAM E FOR MER AFFILIATION NEW AFFILIATION

!\Iarion Annenberg MES, N. Y. WUSU.'I'\" WDSU. :\" ew Orl,·ans. proll1

• ' " lIe.\.-t issue: New 1Vntiollnl Spot Bllsille.~s: l"ew nlld ffellew 011 TefeL"isioll; S t atioll Represelltntioll Cllallgps; ltdt'ertisillg Atlell(OU '-el·solille' ( 'I.,ul!/eS N ew and Renew :1 .July 1950

Sponsor Personnel Changes

NAME FO RMER AFFILI ATI ON NEW AFFILIATION

J anlf" ~ Cah ·i .. Affi (" f'k R:uliofna rin(' Corp of Anu'ric a (RC A s ubs idia r y ) , N. Y ., Ali("n B. Du:\1 ont Labs, N. Y., S]9 prom m~.,.., rf"('eh,t"r sis d h ' adv and si s pron) mgr Rohert II. Bt'nne tt Gen eral Foods Corp (M axwell 1I 0use di ~). N. Y .• sIs. SaIne, a sst ~e n m g r of I\laxwe )) Hous e div adv n l gr E mil G. Best Thor Corp , ellL, s is pro m mgr Sam e, a d v ntg r James P . D .. lafie ld G~ n e r al Foods Corp ('Ia xwdl H ouse div ) , N. Y., a sst Sam e , sis, adv nlg r o f I\laxwe ll HOllse dh' sIs, a d v mgr G f"o rge H. F itl'h Ilf"voe & R a~:no l d s, N . Y ., mgr of conlpany s t o r e s ys tem Sam e, a dv m gr T . C. Fogart y Continl'nta l Can Co, N. Y., ~18 " p S ame, e xf"(' "P m('ta ] div Gen e Fowl f" r Alfred Colle Co, M· np .... a~ct exec A re h e r · Danie] s ·~lidlan(1 Co, IH ' npls., a.h: m g r E ric H a rte ll Zonite Itroduc ts Corp, N . Y ., gf" n a d v m g r Sam e, adv "p Willia m C. Jor dan Sal es l\l a n agcmf"nt ]\Iagazine , N. 'Y., adv prod mgr C r h t o l La h o r a torie9 I ne, Syracuse, asst t o a d v a n d sis pro nl lllg r Dwig ht 'I~Anall y Scoa r s, Roebuck CGalv eston stor e), adv mgr D f" arborn Sto,'c C o , Dallas, a sst a d v m g r Frank Pril'e Thoru as A . E dison Inc, 'V e~ t Ora n ge, a S9 t t o adv dir Rol Rid~r ='i . W . A yer, lI'wood office Carnatio n Co, L . A ., a 9st a dv m g r for Friskies Dog Foo d John P . Robe rtsoll T roans " 'orld A irline, Kansas Cit y, 1Ho. Sanle, c ity :"o i .. nlg r (Zuricb, S "" it7.f"rland) Roland F . Roc he Coca-Cola Co, N. Y., nlgr of nat] youth nla rke t P f"p s i.Cola Metro politan Hottling Co , 1". Y., vp in ('barge o f ad," Lo u Scott Thomas A . Edison Inc, 'Vest Ora n g (·. si s prom mgr f o r Edison Voi('ewritf! r John E. Sloane T h o m as A. Edison Inc, \Vesl Oran ge, m g r of s p ec adv Sanlc, a dv dir a nd pub Ric hard S pat~r Tran s-'" o riel A ir liue. Kansa! Cit y, IH o. (city sis m gr, Sa m ~, d t y . Is mgr (Rome ) Zurich , S witzerland) William B. Tower Jr Illinois 'Vat c h Case C. (Elgin A m e ri~an div) , Ch !.. , I. New lIa'"e n Clo~k & Watc h Co, N cw lIa,-e n ••I s dir m g r Richard B. Wilder Young & Rubicam. N. Y. Jas('o Aluminunl Pro(lu(' t s Corp, " · (·~thur )', L . I., adv nlgr

New Agency Appointments

SPON SOR PRODUCT (or se rvice) AGENCY

Anlerican IHo]asses (:0, N . Y. G r a ndma·s mol a ssf" s Charles W. 1I0)t Co. N. Y. A strow Corp, East New a rk. N . J . Filte r manufacturf"r lIart Lehman. N. Y. Aron Canning Co, Stockto n , C alif. Corina t o mato past e Bots f o rd, C onst a ntine & Gardue r , S. F. B.'-: . of California. L. A. S kin lolio n Ste ller , Milla r &- L est e r . L . A. A. & G. J . Caldwell In ~. Newburyp o rt. ~I a ••• Light rum Badgf" r & Dro wning & P a r c h e r , B oston lI a l Collins Co, Dallas lIair t o nic Gand y .O~ (' n s, D allas D .olhanl Food r'ro(lu('ts Co, Canlhrillge Food manu f acture r Mc issn e r & Cuh-er Inc. N. Y . Df" I-'lar Ser"if"e s Inc, Chi. "Aqna . 1\lite" 61t ~ r J\la~Dona l d Cook Co . Chi. Grace Uowns 1I 0llywood Mo,lel Sch ool, N. Y. School for mod el s William Wilbur, N. Y. East Coast Pac k i n ~ Co, Ros t o n C h ick f" n (' roquettes Cham bers & Wiswe ll I n c. Doston E ~ ono m y Gas Fu r nace Mfg Co . C h i. Gas fur n ace m a nufacture r Morris F. Swaney Inc, C h i. Fletcher Pro.luds I nc. L. A. ~I ou t h wash 1I0 h son. L . A. 1'0,,11 Pack ing Co, ChI. ROSf" hrand canne d m e at Go rdo n Best Co. Chi. Great Kills (State n Islan d) Board o f CO l11 m ~ rce and Hoard o f conlme r ce & h oatnl f" n'S a ssociation William W a rrc n, Jack son ..f(: Del a nf" Y, ~ o Y. tlte Great Kills Eoatm('n 'r; Association, N . \'. Griffith.Durney Co. Ilevnly 11 11 .. Ala.ka p ink s almon l\Iogge.PrivclI Inc. L . A . lIavatampa Cig ar Co, Tampa Cigars H enry Quednau. Tampa 1I "nry, Leonard ..~ Thom a9 In(', N. '\ . Cigare lle h o lde .. '''iIIiam G. S eid" n baum &- Co. N. L Joh n lIensc h c l & Co. N. Y. D r awing nlatf"r ialli Rose·'lartln In~ , N . Y. lIf" ro.ok :\I f g (:0, Phoenix"ille, Pa. Paint produ('ts R o lley & R .. y n o ld •• Phila. Korrnon 'Vater Co, Fall River, 1'1 a ss. Wat er bh'a~ h A. J . K earns Co , F a ll H i" .. r 1\Ian.I<·1 j\Jfg Co. S t. L. Junior !portswear Houg las U. S imon. N. Y. ,;\Iarioll EI("(' trif'al I n stMll11 f" nt Co, :\ I an(' h ('~ t f" r , ~. II. E ](,f'trlc met ers !\1 (' i ssn(O r ..~ C u lve r Inc, Roston " I arkf"t Forge C o , E,'(Orf" tt, !\I a ss. ,;\I a t eri als hand ling div i sion Cor y S n o w . In('., Bost o n ~layfair ~lf g Co. Ilklyn. Photographic e (l nipnu' nt G eorge 1\1 . Kahn C o , N. Y. :\Ie l ro~ e Cr.lar Poin t Inc, ~a nc l u '> k y, O. H esort Kochl, Landis & L a nde n I n ~. N. Y . ~ l idla lJ d ~Ialln"a('t u rin g Produ c t s, D(ot roit No\'olties n f" nnl'an '-~ B e ttc ridge, Detroit Thf" l"ew En~ l and B ake ry, Pro " i (le n.o., lIarvest I)r('ad lIorton.~ oycs, ProvId e n ce PacIfic Vint'gar Co. Jlichmond. Calif. M ay n or's wine vinf">gar R a lph G . Cain. S. F. l ' a tt,.rsulI-K t-. lly Co In(' , East ~ l ro ud s hu rg, P a. lIe a t t ransfer «-~ quipnl e nt In a nufac ture r n. S. T yson & Co. Inc. N. Y. Pen n ;\Icta l Corp. Phila. S t f"el s t o r u~e equipm f" nt Raymond A. Sho JI & Co. Phila. Blo u scs Yate •• W e rthe im & Bahcoek . N. Y. Plaza Studio ~, N . Y. TIle A.l anl S.ohf"idt H rewing Co, Nor r i stown, P Oo D('e r a n d a le W a rd "Wl"",lo .. k Co. Phila. S .. hool of Mode .... Photography. N. Y. Ph o log r a phy s ~hool Grey, N . Y. A. Schrade r'. Son. N . Y. (div o f S~ovill ~lf g Co. ) A uto nloth'e tirc "ah 'es G. 1\1 . Basf o rd Co. N . Y. Scr e w H" s f" a rch A s'> ociat ion, Pro"i(lf"n('e H ead scr e w s J a m es Thumas C hirllrg, BOl ton Dr .... ss nla nnfa ('turer S.·ihcl &- St .. rn. N . Y. J. Gerald Drown. N. Y. S .. n .. c a T extile. "'. Y. (div of F nlled Machan t. & T extiles Fe d e ral. N. Y. !\lannfa('tnrf"r8) Allklu.K y n~1I Co. N. Y. S h.ollt"nLf"rg.or'H In(", I'hila. C:o nfe('t ion e r y st o r ea Max Wah"r. N. Y. Slliflllan Brothe r s, Nf"wark IIr dding Tuv ;\Innufa('turf"rs of t he U . S. A., N . T. A .!'lto c lation Grey. N. Y. J)(' p a rtuu'nt st o r e Houg las S imon. N . Y. Jul~1I "" a nunla'kcr, Philu. n. :\1f" ;"8 c hain W rightman. Phlla. WArd &- Wartl. I'hlla. ~ t o r f' " risteria IIOHIf"r y !\Iilh, Ga ... lon ia, N.C. 1I 061"ry mills Edwar d •• lI a~kensac k , N . J. R adio station Th" Arnold Cohan Corp. N. Y. WNEW. N. Y. Tltn Wohurn c'hemi.oal (:orp. K .. arn y, ~. J. C. h('ml('al m a nuf a ('tur~.. VIctor A. De nn .. 11 Co. N. Y. The Greeks had a stage for it •••

Dark ill tlH' days of th(' tllllic and laurel wreath. the Grcfks started the ··arena" tlH'atre-wilh no sta~e st'ttings or propcrties-but with sharp accent on story and characters. Today, in .0;ew York, in Dallas, in Seattle, throughout the country, the "arella"' tlwatre technique is n> \ ' olutionizin~ the It'gitimate stage.

In television, 1111' an.>na t1watn~ has tIl(' important aSSt't of c(,()llomy.

NBC's CAJ\lEO THEATRE brings thn sa/lle swift po\\'c'r and dramatic impat't to the living rooms of millions of viewers wi th out the need of eX l'ensin> SCellt'ry and prol'C' rties ... yet with a harpness and intimacy that prompted Billboard to say of Arthur l\Iiller's premiere script: "Gripping, beaul ifully produced stanza ... a smash artistic success."'

Availaltle for immediate sponsorship on THC, the CAJ\ \ EO TIl EATRE combines prestige and mass appeal in a dc'p"ct· rarely fOlllld in television.

NBC Television A service of Radio Corporation of America ...... _ t __~ ;.~, v!}>

CANADA DRY WDEL-TV ' CHANNEL 7

WILMINGTON, DEL.

Assures advertisers the clearest picture in this rich, important market. NBC network shows, fine local programming- provide an established and growing audio .J..llr. Sponsor Vice president & advertising manager ence. Many advertisers Canada Dry Ginger Al e, Inc., N. Y. are now enjoying proht­ able returns. Fortunately for Canada Dry. \'lilliam Brown, its vice president in charge of advertising, is inclined to think out loud ... often and rapidly. Small ideas grow quickly to large significant ones as he thinks them out verbally. His latest. the "television snack" theme, re­ cently became part of one of Canada Dry's greatest promotional pro­ grams; it's a basic sales theme that associates beverages with related snack-eating, will be used on TV and at point.of-sale. There's no maglc to good advertising," says Brown (his confident manner reminds you of the proverbial dynamlte that comes in small WGAL -TV packages), "and it's hardly a matter of being strictly scientific." CHANNEL 4 With a background in accounting (NYU, 1927) . 47.year.old Brown has had 25 years' experience wlth Canada Dry, 20 years in the ad· LANCASTE R, PEN NA. vertising department. A practical man, unhindered by complex theory. Brown believes that a good advertising man must first be a "damn good administrator." Canada Dry. and Brown. are famous for " firsts." The company The only television sta­ was first to sponsor the lack BenllY show. Illformation Please. and tion that reaches this the Meredith Wilsoll regular·season show on radio. Canada Dry's large, important Penn· latest first: sponsorship of the initial network TV program by a soft sylvania market. Local program­ drink manufacturer, Super Circus on ABC. The sho\\' costs the com· ming-top shows from four net­ pau)' about $7,000 per week. It was first telecast over 10 stations works: NBC, CBS, ABC and in April 1949; today, it's in 30 cities. DuMont guarantee advertisers Ex tensive adverti sing campaigns by Canada Dry suggests huge a loyal, responsive audience. advertising ex p e ns e ~ . Actuall y, the budget is not high. Brmm will STEINMAN STATIONS work wi th about 3,000,000 for 1950: $1,600,000 allotted to com· Clair R. McCollough, pany.owned plants ; about $BOO,OOO to home office adYertisillg; about General M anager 600,000 to adverti sing for licensf'cs. \Vith its local bottlers, the Represented by co mpany will speud about .$110,000 on local radio for 1950. An ROBERT MEEKER avcrage of 750 announccments per week hayc been aired for the ASSOCIATES past three ),cars. Over $350,000 will he !'opcnt for TV this year. New York Chicago San Francisco Los Ange les 13r o\\' n '~ outqanciing advertising job has not been in vain. ~ e t sales for 1<) 10 \\ ere $ L~()().O()U more than for 19-18 (based 011 their fiscal year): $5L400.000 for ]9-1<): $50.100,000 for 194.8. For the six months cnding 3] March I 05() , llf't sales amountcd to $25,176,728 NBC with a llct in come of $<)12.663; in the likc period for 1 9 ~19 sales ,,-ere TV AFFILIATES $2-J.. ~~2 0.3g0 with a net income of $[167.956. (For other information Ull su ft drink ndwrtising, see page 19.)

14 SPON SOR Boston still speaks for itself

Boston ls B()~toll ... and there's 110 place

q 1I i te I ike i t. R( ' lIlel11l)(~ r I he () 1.1 ;o;tor y of

Pri~cilb and 10hn Alden alld \lill'~ St all·

dish? It's the ~al11 e today. Bo;o;toll ~ till

makes up ils own mind. Alld gO('~ il~ mrll way. III radio, too.

Tlwt"s il1ustrated 1)y \VEEr~ full· hour daytime program. "Beantown \ Tari_

eties." This " TEEI local live ta1ent ~how

competes" ith olle of the Il]()~t popular

"other network" daytil11C' pro g ral1l~ in the country. Yet in every qllarter.hour

"BeantowlI Yarietie~" attracts a biggPT' a udienrc tll" n any other

Bo~lon ~ tali on. Deli\'Cl's a Plilse rating of 5.2!*

'"Beantown Varif'ti es" is OJ) \\TEEI he.

call~e " TEEI kno'ws what Boston lik('s. Ao lVo1lfIN W EEl has tlIP lurgpst share of alldience. tlIP highest (Jl 'er(]gp ratings awl more l/lIartpr.llOlIr l! ,ins thull all other Boston stations combined: A TId tot/a)' frEEl's TIluch bigger ulIllipTl ces

" \ orf> giving sponsors lll()re for Iheir lllOTlf'y

• ."uJ· f of Boston than ever bf>forf'. MOI,-Ap' 950

,(:~~ f'~~ the station ie- / I I Columbia', F,i"dly Voi" in 8"'on LI '_ : ~ ~ ______~~~ _ h~l~~ Netv develop.nents on SPONSOR stories

See : Summer selling issue p.s. Issue : 8 May 1950 Subject: Summer sales Plans, promotionsI and ideas, new ones and old, contin ue to stim­ ulate 1950 summer selling. Results so far are good. National representatives, both radio and TV, point to unprece­ dented summer billings which show no signs of slacking off. TV stations, particularly NBC outl ets, are sold practically solid. Discount plan of WLW-T, Cincinnati, described by SPOl\'SOR (8 May 1950), is paying off, according to the station. The month of May showed an all-time high for the video outlet with 182 advertisers; a 23% increase over the total number of advertisers buying time during April, and 109 Philadelphia, for example, added dur­ linas, W B T V beams the choice ing the latter part of May and the first of June over eight program programs of 4 networks to 59 sponsors, with several new and renewed sponsors in their spot an­ co u n ti e s, including 9 principal nouncement and newscast departments. Typical of the 1950 summer selling impetus is that reported by \VT AG. Worcester: " The Carlton cities and a population of over Woolen Mills in Rochdale, Mass., is one of several WTAG advertisers 3,000,000. seeing the light about not giving up advertising because it's summer. Greatly increased set sales and intensified viewer i n tel' e s t in " How to ' sell' a candidate" W BTV assure a responsive audi­ ence fo r your television advertising p .s. 22 May 1950, p. 38 in the cable-conscious Carolinas. Political campaigns on the a ir With studios and recording equipment now set up in the Con­ gressional office buildings, Congressmen are taking advantage of leasing the equipment at low cost. I t costs them about $3.50 a disk to make radio transcriptions to send back to their local stations, which can be used on free time. It is estimated that from 300 to 900 WBTV of these recordings are made each weck, and it is not unusual for a mcmher to send thcm to 40 or 50 stations; olle member as high as 72 station s. CH A R L OT TE, N. C. Mcmbers of Congress are expec ted to hit the air waves hard in Jefferson Standard Broadcasting Com pany view of these available facilities ; about half are using the radio Re presented Nationally by Radio Sales regularly now.

16 SPONSOR STABIL ZED!

Oft· ••

JFWJ-TV is taking circulation for granted! The number of television .~ets in the Detroit market has passed the quarter-million mark!

Oft··· 1f'ords like "experimental" . . . "test" ... "pioneer­ ing" ... "infancy" and the rest of the vocabulary of a flew medium are out. TV has come of age! RATES GUARANTEED Oft· •• FOR 1 rfe It'ill back our belief in the stability of tele­ t'iSiOfl with our new rate card (#R) which will YEAR be guaranteed to advertisers for one full year!

____F_I R_S T_I_N_M_IC_H_I G_A_N _____ O_w_"_e_cl_a_"_cl_O_p _e_'_a_'_e_cl_b_y_T_H_E_D_E_T_R_O_I_T_N_E_W_S_ WW _I ~ ~ \\jj l Natio"al Reprt',."'ativ.,: THE GEORGE P. HOLLINGBERY COMPANY V L '-1 \3 _ ASSOCIATE AM-FM STATION WWJ NBC T.I.vi,ion N.two,1c

3 JULY 1950 17

1EL EVISI ON PARTY SUGGESTIONS

rREND IN SOFT DRINKS INDUSTRY : CANADA DRY IS TRYING TO HITCH SODA AND SNACK PARTIES TO TELEVISION VIEWING

Soft drinks on the air There's no lo,re lost

III the niekel drink fi(~ld • •lnd (·onlpetition ;.falort-·

411~~m1 Thert>'s nothing soft <.1bout companies; the fi g ur e ~ lun e in Lle a~ p d Price ine reases are the ke) to in· ~0f4:~:!1 the soft drinks industry. only sli ghtly si n('e then. ereased air ad\·ertisillg. Until sales High costs (the) 're still rising) and But there are signs that the bottling win a respectable margin of profi t, the fight to break the traditional fiv e· industry is about to blow its fi ve-cent Illost beverage manufa(·turers aren't cent price have drawn the hottlers top. Already. Ca nafla Dry has added going to expand advertising budgets in a line as hard as the hottles th eir a penny to th e pri ce of small b o ttl e~ to get more sales. When the hreak drinks come in. Ad hudgf'ts ha\ e felt in many markets. And. on a regional does come, televi sion will get a big the pin('h. hasis, Grapette. Dad's Root Beer. ~ es · share of the II ew lII oney. The soft Though soft drink sales have risen bitt's Orange all el oth er be\ erages haw' drink people aren't forgetting what steadily in recent years. profit s and begun to increase prif'es. On the radio h as done for thelll; hut they're adverti sing hudgets in general have \\!es t Coast. 10 cents may soon be the intrigued by the opportunity to show not. About S75,000,000 was spent for prevailing price for th e traditional th eir pruduf' t and its trademark over advertising in 1948 h) th e soft drink "nickel hottlt>" of pop. the air to largt> audiences.

3 JULY 1950 19 A NYWHERE IN U. S., COCA-COLA'S ON TAP. THAT'S WHY COMPANY USES NETWORK RADIO EXTENSIVELY TO KEEP SALES UP

a il e of the fi rst companies to rai:,.e po"sibility : a Charlie ~1c Ca J'th y show 1I10lley for lI SC locall) by the frall c i:,; e its prices. Canada Dry is a lso the fi rst on TV. Coea-Cola can make expan­ organizations. Spot r adio gets a b ig soft (hink manufacturer with a net­ sion p lans without raising its p rice slice of the lucal m oney, tho ugh n o \\ ork TY sho,\". Su])(' r Circus on ABC. beeani'e of its tremendolls sales volume aceurate estimale of b ow lllueh is po,,· On the other hand, Coca-Cola, wh ich I ahout '150.000.000 anllua lly) . sible hecause b Oltlers are so scattered . has },een hewing to the fi " e-cent line. To understand advertising strategy The Broadca"t 1\(h'e rtising Bureau has TV program pl a ns as \\ell. O ne in th e soft drinks industry. YO ll have o f :\'1\B. 1-ec(' lItl ) prepa red an extell' to know the husiness itself. It's a eO I11 - si,"e ro undup o f information about the plex struc ture made up of " parts 'and soft drink industn . Bl\B found tha t parts o f parts," as one bottler put it. retail sales in tl;e industry totalled Most ad budgets, consequently, are over $1,250,000,000 in 1940. During hroken down 011 a nati ona l, regiollal , the past 10 ~ ears, there's heen a huge a nd s ub-regional basis. hoosl in eO ll sllm pti oll . III 1939. 482.- There are more than (i ,()(,2 hottlers 99S,57() cases (a ll ayerage of 24 hot­ of carbo na ted beverages in Ihe l lnited tIes to a ease) went down the throat .;. S la tes. They hreak d O \\,11 into two o f conSUlllers. \\' llOl esale \ alue of all d i~ tin c t gro ups : independ ent bottlers this pop was :S:~ ( , 1. 6 0(). l) l i. In 19-1-9, \\' ho ma nufacture beverages from the tolal ,,"as lip to 1.030,0()1 ,000 case~ sla ndard extrads and e Oll centrates: valucd at S83().M H,400. alJ(l franchise boulers who prepare But, in this period. c n:-

Some facts about Coca-Cola's posi. same as for last year. Coca-Cola shares That Refreshes Oil The Air (CBS), a tion in the trade show why; and also cost of advertising with its 1,056 bot· Sunday evening half·hour show (sum­ indicate what's behind Coca-Cola ad­ tIers all over the country. mer replacement for the lIlcCarthy vertising strategy. Armed with top distri"bution (inter· show) . Coca-Cola placed first in a 1949 nationally as well as nationally), a The company has been prone to Scripps-Howard product distribution strong financial structure, and the high pick up, change, or drop shows more survey among nearly 200 types and spot in popularity, Coca-Cola finds it (Please turn to page 48) brands of products studied. Four mar­ realtively easy to maintain the soft kets showed Coca-Cola represented in drink's nickel price. (The company's 100% of the retail outlets checked. net profi t last year was approximately Coke dropped helow 93% distribution $38,000,000. ) in only one of the markets checked. Throughout the years advertising Pepsi-Cola and Royal Crown ran Coke has contributed greatly to Coca·Cola's a poor second; neither were repre­ over-all success. The theme of its ad· sented 100% in anyone market. Can­ vertising remains that of "pleasant. ada Dry Ginger Ale and Seven-Up had ness" : pleasant atmophere, pleasant complete distribution in the markets girl, pleasant music and. of course, a covered, generally falling below the pleasant drink- "The Pause That He· colas within each market. f reshes." Not only within the cola fi eld, hut Y10re than any other company in among all carbonated beverages, Coca­ the industry. Coca-Cola needs national Cola is by far the favorite soft drink radio: and they are the top spendprs on the market. Pepsi-Cola has been for network programs among soft the only serious contender for the title, drink companies. The company spon· but it still doesn't approach Coke's an­ ~ors the Charlie McCarthy Program nual sales. over CBS, half an hour on Sunday Coca-Cola may well be the heaviest eVf'nings, at an estimated time cost of advertised single product in America. over $20,000 per broadcast. Also And, of the $13,000.000 to $15,000,- sponsored are Songs By Morton Dow­ 000 spent for advertising this year, ney over NBC, 15 minutes three times about $3,000,000 will be devoted to a week, at an approximate time cost radio. The total budget is about the of $22.000 per week; and the Pause Promotion for new bottle top includes TV spots

3 JULY 1950 21 I PART ONE OF A 2·PART STORY Nearly every station bas one

The hundreds of teleph one g immic k

shows on the air aren 't o rig inal ..

but they're doing f ine for sponsors

Jim Shelton, Quiz MC on W IS C, Indiana polis, loves that pho ne

Then> is hardly a radio sta­ creasing on indivi.dual stations. home kitchen. tioll in tlw United State,.; 3. There's nothing like a telephone 7. Don't guess about the anti-lotter y that h a:-; l\ ·t <.:o mhilled Bell and Marconi quiz sh ow to bolster weak listen­ law, find out definitely from with gratifyi ng results. With a l mo~t ing periods. Adjacent spots shine your lawyer when considering a 30.000.t)(JO tf' lephone-f' quipped radio in refl ected glory. new telephone show. The FCC homes, and the telephone book avail­ 4. P hone programs are naturals fo r has some rules pending that will ahle to every radio station MC, this is participations ; j ust as good fo r make present ones seem tame by 110 surprise. complete sponsorship. comparIson. SPOI\ SOR surveyed netw ork and spot 5. Although "something for noth­ There are two basic ways of linking to find out how telephone shows stand ing" gives netw ork sh ows appeal, the telephone to a radio show: the pro­ today. It camf' to the fo llowing con­ entertainment is essential. Local gram can call the listener; or the ,:\ 1C dusiol1 s: programs can get a way with less can i. nvite wh olesale calls from the au­ 1. The high-water llla rk of network entertainment because the chance dience. Actually, the hectic days of phone programs has passed; of wi nning is greater. Major Bowes and his tens of tho usands there arf' fewer now than 111 the 6. Spot telephone shows can be of incoming calls are coming to an past fi ve or 10 years. bought as sy ndicated packages or end. Few current network or local 2. But telf' phone programs are Ill - they can be cookf' d up in the shows invite mass audience response

Posters at Pittsburg h g as station promote Te llo-Test stanza on KDKA

e'wd; t1le s e p oints hefore putting on UOlfr omn te'e,J1lone q u iz s11 0m: ,. See a lawyer first. He'll check what's permissible, what isn't 2. Have th e station call the liste ner, rather than vice versa-tele­ p hone banks cost money, take time, and tying up of lines dis­ rupts normal phone se rvice :l. Choose an MC with persouality. That's what holds a show tog ethe r, keeps it going indefinitely -I. Pu t part of the contest in your store to increase traffic. Tune-o is an example 5. G iv e the show advance a nd continuing publicity. And don' t overlook the free pu blicity that comes from human-interest stories o n the program (i. look around carefully for prize s. There a re well-defined sources of su pply today 7. If the re's a choice be tween a few large prizes and many small o nes, choose the smaller ones and maintain interest

;~. Don't rely on the give away appeal alone, incorporate enter­ t ainme nt, competition, and curiosity as well by phone. Station-to-listener calls '1ft-' the pattern today. With a few exceptions (like Wd­ corne Traveler on NBC), the phone is ; device for extending the reach of quiz programs. This holds trlle for network shows, for syndicated package programs, and local-statioll inspira­ tions. \Vhether network or local, teleplrollP­ quiz programs have basic appeal~ which give them their perpetual popu­ larity. The differences bet ween them are a matter of the amount of each appeal provided for in the format of a given show. A composite opinion fwm research experts like Dr. Herta Herzog of McCann-Erickson and Oscar Katz of CBS boils down the four lIlain sat- j isfactions of telephone quizzes. The listener gets: NETWORK: "Stop the Music" emphasizes entertainment along with its telephone quiz format 1. A chance at somethillg for noth­ ing. (to 1:. 2. Entertainment (the quiz tunes, chatter, skits). 3. A feeling of superiority when HM contestants llIuff the eas~ ques­ tions. 4. A chance to learn about the per­ sonalities of the contestants, :-at­ isfying the curiosity all pe()plf~ have about other human beings. The format of network telephone shows leans most heavily on point 2- entertaimenl. Mark Goodsoll and Bill Todman, producers of Stop the JIlusic CE on ABC and lIit the lackpot on CBS, explain it this way : " In local shows the chance of winning is fairly good, but when you spray the whole CO llll­ try with a dozen calls, you need more than just big prizes to keep all audi­ ence. Our specialt) is entertainment ; SYNDICATED:"Know Your America," on WJR and other outlets, is sold by W. E. Long Co. the telephone is onl) along for the ride. If you still think the prize is the big thing, one program reduced its jackpot last year by one-half. Their audience since then has risen 40~ . ( . : ' Goodson and Todman's Stop the Jfusic was the first big network tele­ phone program. Its format involves random calls to people all oYer the country. Phone contestants are first asked to identify the title of a song whose lyrics have heell changed b) the program's vocalists. Corred identifica­ tion of the first tune elltitles the COIl­ testant to a crack at the ",Mystery NIpl­ ody. -, So far. 27 of the 1.200 people {.' alled have guessed its name ami col­ lected a total of $500,000 in jackpot prizes. Studio contestants can wln a smaller prize if they succeed in identi- (Please lum to page 42) LOCAL-BU I L T : KASI Telequiz sold coffee effectively. It's home-brewed phone program

3 JULY 1950 23 rI

Minutes: new radio ITV measurement

R e se.... c he.- S hullill~er slIbstitlltes tiJlle for share

of .....lience in s tlldy or e\'ery-roonl listening

.,•. ;em Pul Cl\\ ay the c r ying tow­ Ju;;t as important, recenl r esearch clients of S indlinger &. Co., lIIedia v.il~:eIi~ eb; r adio is m ore alive h y the Sindling pr (' ompany shows analysts o f Philadelphia. Clients spon­ than eVf'r. th al a ft er a year of decline r adio lis­ soring the study were CBS, MBS. III atypical Ph iladelph ia. \\'h en~ TV ten ing b ounces b ack substantially in NBC, KYW, we U, WDAS, WFIL. sets hm (' hu rgC'o ll cd frolll as.ooo to TV h ome<;. Ther e is m ore than twice WmG, " ' 11 >, WJ 1\1], and " TPEl\'. 207.000 in the pa;;t ),par. evcning telc­ a<; m uch radio Ji <; tcning in h omes Copies o f Ihe report arc also a\Ouil·

V1Sl011 viewing (7 10 )0 pollio) soared wh ich ll

24 SPONSOR ent approach to measuring radio and television listening. The Sindlinger technique measures the medium against minutes available in a day, Activities other thall radio lose most time to TV* using an electronic device and a fixed sample. reading, April 3 i· radi O theatre, etc. Here's how the system works. 1949 ' 54 min. 95 min. Every radio and television set in the 342 sample Sindlinger homes is tapped by Radox, a device which permits radiO reading. TV ~8~, etc. Sindlinger monitors to hear what's Feb. 5 ~ 43 min. 68 min. G9 min. coming out of loudspeakers. By turn­ 1950 : 11 min. leu 37 min. more ing one set of switches, operators can 26 min" lel!lS listen in on first one receiver, then another. A second set of switches 7 8 9 10 pm tunes in anyone of Philadelphia's sev­ eral radio and TV stations. Matching *Source: Sindlinger and Co. up home signal and station signal en­ ables operators to tell where listeners are tuned. No home signal at all, means there is no listening going on. intensive tele-viewing, is the continu­ One pattern among a number spotted In deciding how to present his lis­ ing increase in the size of Philadel­ by Sindlinger: Saturday evening lis­ tening measurements, Sindlinger side­ phia's radio audience. Radio homes tening is not as strong as weekday or stepped what he calls "rubber rulers." have increased by 12,000 or two per­ Sunday evening listening. Evidence From the first, his findings rested on cent; the number of sets has risen 68,- points to deficient programing rather one unshifting base: the 24 hours in a 000 or six percent in the last year. than lack of available listeners as the day. By using time as a yardstick, Coupled with this is the increasing cause. every human activity within the day amount of radio listening among TV TV viewing patterns are not well­ can be measured and reported in a owners of more than a year's stand­ defined, Sindlinger found. Individual standard manner. Further, the system ing. This group now listens to the families vary tremendously in their entailed converting the hours into radio 34.0 minutes an evening, be­ preferences. The key factor in time minutes-l,440 per day. Thus, the rat­ tween 7 and 10. Radio-only homes lis­ spent on TV viewing is programing, ing of any particular activity (like ten to radio an average of 89 minutes rather than the age of a teleset, the radio listening or TV viewing) is an evening, but as soon as these fam­ Sindlinger report shows. There are no reckoned in so many of the 1,400 ilies acquire a TV set, radio listening indications yet as to whether viewing minutes per day. This makes broad­ dives to 14.8 minutes. The trend to­ habits will settle down or continue to cast ratings comparable to reading ward more radio listening after the fluctuate with individual families. time, card playing time, and so on. TV set has been used for over a year Another interesting Sindlinger find­ It was the time approach which led continues, according to present indi­ ing is the shift in program preferences to the vital discovery that, despite in­ cations. which takes place with purchase of a creasingly heavy tele-viewing, radio Other findings of equal interest in TV set. When TV viewers go back to listening didn't suffer in the same pro­ the Sindlinger study include evidence their radios after the initial novelty portion. TV's gain of 37 minutes from of definite radio listening patterns. (Please tUTll to page 51) other evening activities over the past year did not mean a cut of 37 min­ utes in radio listening time. Sind­ linger's study showed that of the 37 Philadelphia TV r atings are not tY,Jical* minutes added to TV viewing between 7 and 10 p.m., only 11 minutes were New York Chicago Los Angeles Philadelphia subtracted from previous radio listen­ ing time. The other 26 minutes came CBS 13.7 13.6 11.0 16.3 from activities other thall radio listen­ ing: reading, conversation, even sleep­ NBC 17.6 16.4 8.1 24.1 ing. The total time devoted to the broadcast media is 33% up over a D ..1 U 9.6 10.3 7.0 12.6 year ago. Sindlinger would be the last to claim ABC 8.9 11.8 7.1 12.6 that radio listening has dropped only 19% during the 7 to 10 p.m. hours in television homes, over the past year. *Ratings are for average quarter hour, seven days, 6·12 p.m., April. 19 50. This figu re is an average of Phila­ all Source: Tel epulse delphia homes, TV with radio and ra­ dio only. What partially offsets more

3 JULY 1950 25 How Borden's

does it OLD Borden campaign was anchored to network radio. County Fair, on CBS, went off in April picture has emerged of how Borden spot radio ad\f'rtisirrg. Fir.u is bllsy buyin;,! the has been implf'menting its nf'W radio The company\. approach to "'pot timebuying philosoph) . buying is as silllplf' and as direct as .uost eurs I),-"r dolhlr.. h.ts To set the stage for tIl(' story of Bor­ call be: Bordell will buy a station onl~ df'n's c urrent acti\"ity it's necf'sseary to in an area where it has something to hacktrack a hit. to 1 April. On that sell. And if in that market the ('om­ open .uind on sho,,'s clate the eOlllpan) pulled the plug on its pany sells only grocery prodlle\s. tllf' CBS radio show. Coullty Fair. This Borden commercials will plug only gro­ \\as no reflf'ction on tllf' show. on CBS. ceries and 1I0t milk alld icf' cream too. The month of June was- if or on network radio. It was simply the Accordingly. Borden's advertising •• the Borden Company will result of Borden's conclusion that its men sat down some months ago with parclon thf' expression- Na­ merchandising structure was incom­ a map of Borden's U.S. markets. a sta­ etional Dairy Month. The vital role patiblf' with thf' structure of network tion map, and a delegation from the played by the cow in the U.S. economy radio. Borden ageney. Young & Rubicam. Th", was unclerlinecl by the clisclosure that Borden's sells ('heesf', cofff'e. and result of that session was a list of more fine out of every 15 persons in this other groceries in adclition to \IIilk than 70 cities to "hich the company is county depends on the dairy indllstr), ancl ice ('[eam; thf' lattf'r products rep­ anchoring its current spot campaign. for his livdihood. dirf'ctly or indirect­ rf'sent ahout 65 % of the companr's The list matcllf's. as closely as sta­ ly. It follows that Bordf'n's and its total sales. And onk half of the 1(,5 tion facilities permit. Borden's pattern major (and larger I competitor, Na­ ('itif'S where COllnty Fair was heard of distribution. Con("entration is hean tional Dairies, as If'aders ill the indlls­ were ma rket areas for Bordf'1l flu id along the '\'Iiddle Atlantic se2hoard. try. are two of the most important milk or ice cream. Olnionsly. at a pf'n­ Florida. the Gulf States. parts of Ohio, husinesses in the nation. Bordf'II's ('tration eMI of nearly $5.00 per thou­ mud1 of Illinois and Wiscollsin. In near-S700.()OO.OOO gross in 1949 makf's sand humes. Borden's was not getting addition. there are ol1f'rations in San it a leader in any sales category. And fnll sales valne for its advertising dol­ Francisro, Pittshurgh. Kansas Cit~, its decision to drop Ilf'twork radio lar. (TIlf' company's position. however. and St. Louis. for spot. announred l a~t February. is that it did gf't a rlf'ressary and ex­ TIl('rp is nothing static or IIeeessaril~ provided food for thought for thou­ trelllf'h valuable buildup for the Bor­ pl"rmarrent about this Sf'tup. Borden's sands of otllPr national ad\"('rtisers. rlf''' name frol11 the rretwork show.) can and \\ill shift out of thf'sf' market:­ A $lO,OOO,()OO ad\ertiscr - alld a If "etwork radio was not the anSWf'r and into others to meet changirrg sea­ $1,500,000 radio and TV spend!'r - to Bordell's merchandising problem. wnal marketing conditions and to doesn-t leap without looking. Borden's SOIllf' sort of spot plan definitely \\"as. shift sales f'lllphasis as the lieI'd d('­ had looked long and sf'archingly into 'I'll(> eomparry's distribution pattern ,,!:'lops. Howe,"er. a close look at olle its m('[rhandising f'mpire hefore leap­ forms a vast patchwork hlanket thrown sf'gmerrt of Borclf'II's radio pie, as it ex­ ing into spot radio. Sil1('(' only tl]fee "{"fOSS the nation. bnt the patches arr isted se,"eral wpeb ~rg(). will gi,"e an in­ months havf' f'lap~.wd sinre the {'hange­ irregular arrd IInev('rrly spa('('(1. Bor­ sight illtn what. how. when, and where o\'('r (the spot ('ampaign hegan at the dl'II\ dl'crrrtralized operation and its Borden is waging its spot revolution. end of March ) it's too ('arly to tell co 111 pI i("a ted market i rrg ",echan ism are Sirrl'e 27 March. Borden has spon­ whether Bordon has lPapf'd to solider a ('hall('IIge evrn to the extn'rrH' flexi­ sored all estimated total of Ifl hours ~round. But. alr('ad~" , nn interestinJ! bility \\ Iridr is tIl(' great('st \ irtue of of prograrn time each week on 27 sta-

26 SPON SOR I-' rday at 1 :1.') p.llI .. and a fi yc-minulr Co wboy jamlJUree at 1 :25 p.m. \loll­ da) -Frida) in ShrcH·port. Wherc no s ati s f ac lor~ program WCI" a\ a ibble. Borden sei f'c ted time spot..; 011 the ba-is of Hooper, Conlan. and B \ JR ratings. a lld thcn bought a p a {' k a ~cd pI ug ra lll that \\" ould fil in­ to the :o; tation'" cs tah l i ~ h e ( l program bl()c k. Bo rde ll ':- product diY ersit) c reated a Ill ultit ude of (' ollllllercial {,0PY prob­ lel\1 s. For example : the {'olllpan ), sclls (J " e kinds of {'ollagt' ciwcse in the 27 markets li ;,; ted. and so individ ual co}n was \\Tit len for each market. " Creole Cream Clwese" for .\'ew Orleans. "Cot­ tage Chc('se and Chi,"es" for Phoenix. ami so on. These and all other Bo rden spot commercials are planned c arefull~ to tie in with local product promotion". Extensi" e newspaper and point-o f- sale NEW radio pitch is built around spot. A st a ndout is Borden 's daily variety show on W NEW lI1 erl.' handisill g co\' ers the same prod­ uds at the same time. lions in imporlant Soulhern and Soulh­ .Mo nday-Friday at 12 :4.5 p.m. : a 15- At this stage, Borden's ha;; no on(' western markets. The stati on lisl fo l­ minule Bing Crosby record show in progra m formal in mind. lL 's seeking lows: Texarkana. Monda) -F riday at 11 a.m. In Beaumount, Texas, Bo rden boughl to get the most listeners per doll ar i~ KALK .•• •.••••... Alt>xa n d r ia. Loui .. ian a each markel with whatever programs K GNt: •..•..•.•... Ama rillo, T exas a fiv e-m inute dail y newscast a t 4 p.m .. " "J80 ...... l>atol1 R o u ,ze. Louh.iana and in La fayette, La .. a fiv e-minute a re available locally or in packages. In KFDM .•..•...... II .. a UI110I1t. Texas WLOX ...... Biloxi. ;Ili .. issi""i newscast at 9 :55 a.m. The company some cases, announcements ralher than KRIS . ....• •• ..•.•• Cor .. u s Christi, T~xa s KRLV ...... ()a lla_. T ..xa s bought 15 minute of news in EI Pasu programs or announcements in addi­ K S ET ...... EI P aso. T"xas tion lo programs are aired. Of intereo; t K GC.'\I ...... Gulf"o rt. J\I is-i..i""i at 3 a.m., and 10 minutes at 7 :30 a.m. KTRH ...•..•..... Houst o n , Texa" to advertisers is Borden's feeling thal " 'JDX ...... Jacks oll .. 1\] i s ~ i ss i(l(li in Tyler. Texas. In Baton Rouge, the KPLC ...... Lake Ch a rI" •• Louisian a it will lake at least a war or two be­ KFRO •. ..• ..•.••. Longvi t" w, Texas Borden buy was a 15-minule tran­ KMHT ...... 'Ia rsh a ll. T .. xas sc rihed Bob E berly package show at fore it ca n a ss~~s the- \\ orth of pro­ K C RS ...... Midla nd. T .. xas WKRG ...... MobiI.·. A l abam a n :45 a.m. on Monda) . \Vednesday. and g rams \'s. announcemenls and other KMLB •.•.••• •• •.• M o nroe, L o u h i a n a ",,'WL ••..•••••..•.. New Orl e a u 5' , L o uhia n a Friday. In Dall as. a lranscribed Barn phases of its spot operati on. KTOK ...... Oklahoma Cit y, Okla h o m a The swi tchoyer from netw()rk to ;,; pot KTAR ...... Pho .. nix. A r izon a Wood package on the same sc h e du l ~ . KTSA ...... San A nto nio . T .. xas has meant some decentralization in ad­ KTBS .... •• ....•. Shre' ·e p o rt, Lou i"iana A IS-minule Hillbilly jamboree got the KCI\I C ...... T .. "arka n a. T ""as nod in Lake Charles. La., }Ionda}- ( Please tum 10 pllgP 461 KG KR ...... T yl .. r. T "xas K\'OL .....•...... L a fay .. ttC' . L o u i s ia n a 'VA:\IL ...... L a ur..I. Missi.;sip pi KFYO ...... Lllhho('k , T"x a s

Almost half of th e stalions (11 )

3 JULY 1950 27 By anybody'

\ 3 0,9 count: • • • There's been some pretty complicated arithmetic in radio lately. But the 1950 \Vinter season is over now and all the figures are in. No matter who totals them ... no matter what you count ... two things come clear every time. Radio's clear leadership over all media in reaching people. And the continuing leadership of CBS in all radio.

COU NT CIRCULATI O N ... CBS reaches 30,972,700* different families weekly ... biggest circulation in radio. (And far bigger than any other advertising medium.)

C OUNT PROGRAM POPULARITY ... CBS has broadcast 15 of the 20 most popular programs this year"'* ... more than 3 times as many as the second-place network.

C OUNT AVERAGE RAT ING ... CBS has an average nighttime rating of 11.9 . .. 3270 higher than the second-place network."''''

COUNT HOMES PER DOLLAR ... CBS reaches the average of 489 ... 17 70 more than the second-place network.***

COUNT TOTAL BILLING .. . CBS advertisers increased their investment to $23,911,229**** ... giving CBS the only 1950 network gain ... 8 7c higher billings than the second-place network.

This is CBS in 1950 2 7 o - the gr eatest single advertising opportunity • o of them all ... and you can count on that.

• NItI. February·~larrh. 1950 •• Nltl, J anua ry- AprIl, 19 50 ••• Time al/r! tal"nt nl g ht - J anuary· ~l a rc h, 1950 •••• PIn, .JanuarY-l\prU. 1950 ago so ht' could be the first SI00,000- a·year man in his neighborhood to spon~or a television program, has St't­ tied down to a more st'rious approach. TV spomors today mt'asurt' many fac­ tors hefore they buy. In addition to where~ costs, they want to know: Who's looking 1. How many st'ts are tilt'rt' in the market? 2. How far out will m) progralll S))onsors ,,'ant Inor~ t1~t.lil~t1 infornultion about rt'ach? :1. I s reception strong and clear r\ ~ t'rywht're 1'111 counting on TY to put across my nlt'ssagt'? The) will bt'Co l11e illcrt'asi ngly allx­ ious for such facts (callt'd coverage #,f/i~ This spring the Mohawk clippings). 0111) la"t ) t>ar sponsorship data ill acadt'mic eirc/t's) as stations ~ .•:~t; ~ ~~~ Carpt't CompallY SPOII- of standard hlack .and white tt'ie\'ision continue raising ratt's. '& "ort'o a serit's of ('olof(:- ast~ was at tll{' samt' papa-pia~ing-with-tht'­ But the ('overage data available to­ Oyer \\ \B\\. \\'ashington, D. C, maill- elt'ctric-train stagt'o day is l11eagrt': aC'tuai location uf sets I) in return for the dt'light and edifica- But tllt' biack-and-whitt' medium has within each market is still unknown: tioll of t'xlwrimt'nting with a new gadg- grown up in a illIlT). Tilt' t'xecutiH' measurcment of art'a cO\'t'rage is based et (and a r('am or t\\O of lH' wspaprr "ho tos"ed S.')().O()() intoTYthreeyears 011 t'ngillt'ering and mail maps rather

aZONE "c'"

ZONE "All

Number of sets within each eli contour is still big unknown

ch 2-0 ch 7-13

,;, '-"OlIOS(>" •.'('(' stn,uhu'''s provide for threi _;.-' -':=...J:.::':::::= sors interpret t1H' fpw facts which are 1"'fCAHOl /.,.. available; and to remind them that if W Lafayette O@ /1--, the) want t he full pict ure. it's lip to :;Mifayette them to demand it. To let grass t!row / lInder the feet. is human ... and TV / I'x('('utivp:; are husy with ('o ulltl t'~s oth­ er prohlellls. Probahly, pressure from advertisers \\01\ 't get immediate res uIt~ , Imt a:o; morp station" gt't in the hlack, more 1l1Onpy for Slln'e) s \\ill hecolllt' a\'ailable, I f yo u ask a station for ('0\ (' rat!(' in­ formation today, the all SW('f YOll'rf' most likely to get is ill the form of an engine('fing chart. A t) pical ~ pt'dll1en is shown at ri~ht. As a glance "ill rp­ 8roo1. "eal, th e chart consist" of thrpc irrpgu­ ville- larl) shaped circles (eall ed CO lltOur:- ill technicalese 'l, sllrro llndillg the station location. Contours are irregular Iw­ cause terrain variatiolls influt'm'p ~treJlgth with which the sig nal canit's. The first contou]' is laheled 5 I11v/ m t for millivolts per meter). .;\Iillh'o\ts are a measure of signal st]'('ngth iII TV broaocastillg as th ey arp ill AM.

Withill the 5 111\' / m contour, potential • o.,~ ( ') so ',Q/) • I'll} r;/)() 1-;0 QOO • 1,1)1\0 fQU,OOI) (0) HOO0-IO'JOO (' ustomers are 1Il0st apt to get strong and dear pictures. Millivolts per meter (mv/ m) is measure of signal strength. Outer contour is over 50 miles out The second ano thiro contollfs ill the sample chart are labelpd .5 n1',/m tioll in Hatfield , j\rkansas 200 miles The basic "OUl'ce for Illo:;t ('st iIlHlt p~ ann 0.1 mv/ m respectively. They mark away. of sct installations is tIlt' area d i;;tribu­ off seconoary and tertiary "iew ing Boh Tincher, general ma lHlger of tor. But there are se\'eral difT('rent areas. In general. viewing will be W~AX, Yankton. S. D., rpports an w"ys in which installatiolb arp re­ easier on the consumer's eyes within e"en more amazing case. He says there ported. the second than within th e third con­ is a man ill Yankton who pick!' up I II olle-station lIlarh~t". a statioll tour. But the reverse is frequently WBTV. Charlotte, N. c., two or three managf'r can easily get figure:; from true in large cities ",here interference times a week. distribntors and adjust for difierel]('e:­ frol11 busses, diathermy, and oth er TV The F.C.C. has proposed a Sf' t of betw een them and deal('f sales. III larg­ sets plagues second-contour reception coverage standards for "A," "B," and er markt'ts. however, it is easier for a which woulo otherwise be good. "C" service. And the largp orawing committee representing: all "tatiolls to do this chore. Station cO lllrnittf'es in You'll notke that the 0.1 11n-/ 111 line accompanying this article is baspu on Washington ano Baltimore, for t'xalll ­ in th e chart is ootted. That's because these standards. it's a relatiyely new measurement. pIe, do tl1(' joh. Once the TV urge becomes strong in The stations have found reception Eleetrical ass()(:iatiolls frequent!) a locality, viewer:; spare no expf'llse to can go on almost indefinitely. Freak take ('are of the checking for stations hring Milton Berle, Hopp), and tlH ~ cases have heen reported in which in their areas (as is the case ill Chi­ \iewers picked up stations 500 miles Keystone cops into their liying: room". ('ago, Philadelphia. St. Louis. and else­ or more away. Ano anyone \\'bo's tak­ They buy antenna towers 50 feet high. where 'I. Some statioll s contact dealers en a ride in a car through the " fringe gadgets for remote control rotation of ('yery month for sales rccoros; S011l(' areas" surrounding a television city the antenna, and elect rical b()()skrs. cross-dw,k b) comparing distributor­ knows that roofs are still prongeo \, ith Just how many sets with fancy an­ dpaler report" with the number of new antennas SO or more miles from the tennas there are catching signals hack nalllPs who" ri te in for schertult':;. statioll. Many stations ha\.email maps ill television's out fi eld. no one knows. I II ad j listing th e dist ributor-dealer indicating reception 60 or more miles Home-by-honw surveys men't yet con­ figllrps. more {'onsenatiYe stati olls ill­ away. sioered worth their ('ost. X 0 one Iowa 30-day lag for sets to 1110\ e ofT WKY-TV. Oklahoma Ci t, . for ex­ knows, in fact. just how o"n('l'ship of the dealer's floor. In other areas, sta­ ample, reports consistent s;les results TV sets divides between all the yar- tiOll~ claim folll' or fiye day~ arc for sponsors 90 miles a\\ ay from Okla­ ous sections of any TV city. But, a-­ ellough. Sponsors who are given sets­ homa City. And the station )'(·cently sponsors ",ill discoyer, e"pry statioll in-the-arpa estimates should check into received a letter reporting good recpp- has an estimate· of total sets in its area. ( Please til rrJ to pag!' 40)

3 JULY 1950 31 - ~r. Sponsor asl"s ...

'.1 my c onsideration of T V advertising, from which part of t he budget s hould tile IJl0ney c ome?

President Olof V. Anderson An so n Incorporated, Pr ovidence, R. I.

is for advertisers to increase their ad­ from other parts of the budget. The vertising budgets sufficiently to allow Television has dramatically come of I)icked I).lnel them to include television without sac­ age and any national advertiser who ans"'ers rificing the media they have been us­ does not recognize the impact of tele­ ing. Later, if this new medium proves vision and fails to establish a fran­ llir. Andel·soll to be more potent than the older mem­ chise now, may soon be facing a seri­ bers of the media family, the normal ous competitive disadvantage. At the My viewpoint on adjustments that would be made in any same time, for any advertiser selling a this que s t ion advertising budget under such circum­ mass-consumed product, a direct line must necessarily stances can be made. of communication with all of America be that of an While television, through its power is essential. Television has already agencyman who of demonstration, probably comes clos­ proved that it can pay its own way; is handling re­ er to being an actual salesman than yet even its most ardent supporters do gional and local any other advertising medium yet de­ not claim that it is a national medium accounts with ad­ vised, it cannot, except for mail orders, nor that it can do the entire advertis­ vertising budgets close the sale and collect the money. ing job. Thus the need for an addi­ that are more Therefore, money for television should tional appropriation. limited than those not come from the sales budget unless, However, during this transitional Mr_ Runkle of national ad- of course, an additional appropriation period while television is growing to verti sers_ Perhaps I can best answer is made for this purpose. its full maturity and actually growing your question with a question. In short, until television has proved faster than many advertising budgets, What happens when a family is what it can or cannot do for an adver­ it is understandable that it many cases blessed with a new baby? Where does tiser, I believe that the money to buy advertising expediency may replace the money come from to buy clothes it should come from a special appro­ long-range planning. In such cases, and food for the new arrival? Is it priation, rather than at a sacrifice to where budgetary restrictions are such taken away from other children in the other media or to the sales force. that the present advertising appropria­ family ? Are they given less to eat, LOWE RUNKLE tion must be realigned to accommo­ less to wear? Lowe Runkle Company, advertising date television, it seems only logical to Obviously, the answer is "No." Re­ Oklahoma City, Oklahoma look at the media budget for any pos­ gardless of how limited the family in­ sible duplication of effort. Television come may be, the budget must be re­ is basically a visual medium. There­ arranged to take care of the "new e/ The most direct fore, it would seem sensible to inspect baby." answer I can that part of the budget devoted to oth­ give, to what is In my opinion, it's much the same er visual media to find the necessary certainly a very way with the newest member of the funds f~r television. Specifically, this real problem, is media family- television. means newspapers and magazines. On that the money a straight cost-per-thousand compari­ With the limited budgets we have for television ad­ son, television is already out-matching for local and regional advertisers, we vertising shoul d cannot afford to siphon money from come from that printed media in many of the nation's other media to buy television. Yet part of the bud­ top markets. On the basis of visual im­ how can his advertising counsel rec­ get very clearl y pact, there can be no doubt of televi­ Mr. Wallace ommend that an advertiser sit by a nd marked "televi- sion's superiority. If network radio is watch his competitors take the lead in sion." This impact-loaded medium has also part of the budget, there is no using a powerful new medium that is surely reached the stage where it war­ substitution for the mass coverage job growing by leaps and bounds? rants ~Ul appropriation of its own rath­ it can do and it is the only medium It seems to me that the only solution f'r than living on money purloined which is entirely complementary to tel-

32 SPONSOR on eVlSl . The two media together add up to lnass COverage plus impact. GEORGE w. WALL,1CE Manager radio sales planlling & research NBC New York In Buffalo you can go places

Television IJ a s taken its place as J a major mass ad. I vertising and sell­ fast With IIt'R I ing medium. It I is deserving of th e same study and considera_ I tion which is gil'­ Mr. Adams en other mass llJedia. the only medium whichT e Canlevisi success. on i s fully nsell all products and services. Tel. evisio can replace home and store demonstration. Television can hnple. I ment a manufacturer's sales force in openingn up nelV' chalmels of distrib . I tio and dealer outlets. Television canu 'ell by mail or phone. Television can preSent a message mOst compellingly. I Because teleVision is a nek' sales I foree, I believe that the bud- for tel . I et Vision should Come from th~ee place"e 1) new mOney ; 2) from sales and sales I ---AND ITS HIGHER-THAN_EVER RATINGS promOtion budgets; 3) from bud-ets - for oth er advertising media. o - I Any manufacturer realizes that in order to create a nelv demand for his prodUct, he mUst SPend new money. I TeleVision can create a nelv demand, I and in antiCipation of a wider sales I horizon. the manufacturer should set ' up, wherever POSSible. a nelV bUdget ' to cover his teleVision eXpenditures. I Because teleVision Can sb " prod. ow Uct in Use and demonstrate its Utility and beauty, it mUst be Considered as ! part of the sales force, and, therefore, a part of the sales and sales Promotion budget should be diverted to telel'isi . I Consideration should be giVen to tilone ' elf""t television has on all other adl'er. , ! tising media. RolV a bUdget should be adjUsted would to a great extent be I dependent on the media formerly Used and hown mUch efleet the advent of tel. evisio has had on each of these llie. I ! dia. It is logical to Conclude that tlle : adVertising bUdget for other media should sl,are a perCentage of any Con. , sideration for teleViSion. Leo j. ("Fitz ") Fitzpotrick I I. R. ("Ike") Lounsberry 1. TREVOR ADAMS ! ASSistant director oj sales DUMont New York 3 JULY 1950 RAND BUILDING, BUFFALO 3, N. Y. ! NOlional Repre,en'a'ive" Free & Pe'ers. Inc.

33 ! I This is a new SPONSOR department, featuring capsuled re ports of broadcast advertising significance culled from all segments of the industry. Contributions are welcomed.

fh.1I0ff IlC(·r is ill',Jortnut buildup through a puhlic address sys­ (·O!I ill rntlio sIdes ,Jitcl. tem 3() minutes befure the promotion. Sponsors worr~ about t!<:' tling tllf' TIH'II came the audiencf' building de­ proper timf' slob. cOllllllercial" that \ ice. One hundred halloons were filled sell. alld good CO\ f'rage. They oft en with certificatf's entitling the bearer to forgct an important elclIIf'nt in their jackput prizes, throwa\\-ays with pro­ , ~a l es pitch - tIl(' l1Iall who df'livers gram infurmation. and theatre passes the 1and 0 NL Y . their messa~ e . as ('onsolation awards. WAEB. AllentowlI's, traffic man­ The balloon harra~e attraetf'd a RICHMOND, VA. ager, Martill ~1uskat. warns tltat on nowd of several hundred in front of ~ol\1e statio liS sponsors lose o ut whell: tlw studio. causing police to halt traf­ STATION THAT a I the announcer fails to look over fi c. \o\\'. JIr. Tall & Afr. Small is well the coml11ercial ("opY and product f'stablished on the 7 :30 p.m. time slot Hames a nd slogans are mangled or mis­ three times a week with a good dail~ GIVES COMPL ETE pronounced. c ontest mail pull. h I a eelehrity shuws up unexpected­ That promutional cost again- $2.50 ly ill the middle of a disk juckey show. for tl1f' balloons. The anllouncer l1la~ 1)(' so illlpre:"sed at this o pportunity to inten'if'\\ the star he foqrets to read the spot for \\'hoozi!"' " Sell 't ·~ ~' nillpnigli ~oap. n'erts ( ;KX stnff Mr. Muskat adds it ma) Ilot lw a life Promotional procedure was re\ersed ()r death matter to stick griml) to a recently at CKX in Brandon. ~lanitoba . split-second timetahle but it makes for A "51'11 II" campaign was directed IN THE Iwttcr production and happier spon­ sors to ha\ e a staff lllan read a 25-sec­ ond chain break in 25 seconds instead RICH- RI CHMOND of drawling lazily through and fadillg TRADING AREA clumsily into the next net program.

HERE'S WHY: 82 ••'>0 ,Jr olliotiolf s 'J(""~s There are 5 Radio Stations in I lUaU ,url' of l"S T( ~ ,Jrogrnlll Richmond, Virginia. 50,000 WATT WSTC. Stamford. wanted to df' yelop Sponsor products remind staff to sell hard 1• 1140 KC-DIRECTIONAL u writc-ill audience for jackpot con- 5000 WATT to tllf' station !"'tafI instead of a sales 2 • 1380 KC-DIRECTIONAL pitch aillled at the buyer. Its \lIain 250 WATT 3. 1450 KC-LOCAL point was to show the station staff that 1000 WATT C~\. was in the sf'lIing husiness. 4. 950 KC-DAYTIME 011(' lIight after ~ign-off time. Pro­ motion Dircctor Archie Olson took and the 1and ONLY hoxes fnll of merchandise to the CKX Iluildinl!. lie flispla) ell the goolls 011 :-tudio \\alls. offi('es and flt-sks. In the merch a lldise was pil1l1f'll "Sell It " WRnL "ign>'. 5000 WATTS I t came a~ a hi~ surpri~e to station NON-DIRECTIONAL $2.50 for balloons helped build up audience ('l\1plu~ees the nf'xt lIIorning hut drO\-e 910 KC AF:r~~ATE t('>'t~ 011 their Mr. Tall & Mr. Small hOllle all important fact: hehilld each

- :- ho",- alld the)' did for S2.,')O. progra l1l alld announCf'nwlIt was rf'al EDWARD PETRY & co.. INC .• ~pot promotion was rUII 011 WSTC l11 er('halldisf' that retailers were selling, NATIONAL REPRESENTATIVES . for a \\('f'k ill additioll to a hroad('a~t with the Ilt'lp of station Jwrsonnel.

34 SPONSOR Clothing concern uses Bef ore -alld-fliter story " du ...... y " to lnC fIlii.:' sh o", ,.rfJt'e s "olver of r udio The Rockingham Clothing Company This lwfore,ulld·ufter story is 1I0t a of Riehmond usps its "trademark" to plug for bair restorer or \\eight reduc· ~C its Vis.A.Qui:: on WTVR, Rich· ing pills. It is the story of the Su tl iff mond, Va. Chevrolet COlllpan) of Harrisburg and The " trademark" is Rocky. a life· \\hat the} adlie\'cd with thpir radio sized dressed dummy who opens tIle ad\'ertising Oil Will'. quiz show wi th his llead bobbing up Befor(' u"ing rad io, the compau y ano down as he invites the auoience to a\'erageo .... 50·500 Iubricatioll juhs a help him fjuiz his guests. The dunullY's munth. Then owner Ellis Sutliff cl('cicled voice is furnished. out of camera range, to us(' radio. by quizmaster Harry Luke. From 489 lubrication johs a munth. The program features four guests, the company hit a high of L lO·,), representatives of cit} organizations. monthly after a year on the air. Their who wo rk in teams of two. Hocky gi\'es original goal was 1.000. the questions awl shows the dues. The Radio expenditures come to some win ning team rec('i\"es a check for 25 $600 a month ill addition to announce· to be used in any rharity they pick. men ts. Live models are used, showing the The eOlll pany sponsors Top of thr I 1S pot latest stylps and fabrics of Rockingham M oming daily from 7 :45·H a.m., 15 dothiers. As each model is "hown to minutes of news. spurts and music. Resides the lubricatioll jobs, ~Ir. a nd Sutliff u~es his air timp to sell new and used cars allfl trucks. S pot Briefl~1 . . . KFEL DeJl\'er. can('elled their 10 Only p.m. hroa(kast of J/ h~'· 1 I Love a ystery MC of this WTVR, Ric hm ond, quiz is dummy Your spot announcement On KVOO i. the cause of commercial cOllllllitments­ only one heard bet,,'een the two programs then the deluge ~tarted. Listeners scheduled ~t the time of your announcement. the video audience. Rocky explains the No dOl/ble spOiling is permitted at KVOO. swampeo th f' switchboard with calls. salieut features and points out the fin e Before you okeh any radio schedule on any and over 500 written requests were station make sure there's •.• One .pot and q uality of Rockingham clothes. o n e spot only scheduled at the time of your received pleadin~ for continuation. As announcement. Rocky and his bosses, the Rocking. a result, th e show was resdlf'duled ham Clothing Company. are in their from 10:30 to 10:4S p.m. second season of quizzing ano selling if :J/'e ::Differellce the people of Richmond via WTVR. between an effective announcement and one \VA VZ. Xew Haven independent. that is merely H h~ard" on the air is often­ times just the difference between o n e an. specializes in on·the·scene reports for nouncement and t»'u! Four Tucso'l statio'is their newscasts. Every time there is a One announcement properly delivered with ,"ug fire in the city. a gong rings in tire e n ough time for the emphasis of silence as SIIJllJller selling callipaigil well as m .. ssage is worth many times that of radio station. ano reporters equipped h urried, word·piled.upon.word announcement. Get everything out of your announcement by Four network affi liates, the Chamber with battery. powered recorders are 01. using KVOO. of Commerce, and the merchants of the scene like 01(1 fire horses. EDWARD PETRY & CO., INC. Tucson don't believe in a radio hiatus. * * * NATIONAL REPRESENTATIVES Instead, they've banded together pro· The first television show and exhihit SO ,000 WATTS motionally to invigorate sUlllmer busi· in the history of Houston will be spon. NBC AFFILIATE ness in their city. sored hy the HOll stOIl Post from 3·5 The merchants are cooperating b! luly. The affair will celf'brate the 2.5th paying for broadeast time on KVOA anniversary of tllP Post's :\BC affiliate (NBC); KCNA I ABC): KTPC KPRC and the paper's entry into video. (MBS); and KOPO (CBS L plugging The flulIstOIl Post acquired KLEE.TV. the "summer selling" campaign. will change rall lett ers to KPRC.TV. During luly merchants will gi\'p their customers a oolla r certificate for each doll ar spent. At the end of the month, these certifieates wi ll be gooo at an auction. The four cooperating stations are also distributing a series of 18 promo· tion pieces sho\\ ing why radio is the advertising meoium to USe. Key to KLEE·TV, Houston, changes hands I

3 JULY 1950 35 VARIETY STORE AUTOMOBILES

SPO~SOR: Watertown \'ariety Store AGENCY: Direct SPONSOR: Ward Motors AGENCY: Direct CAPSULE CASE HISTORY: One announcement at an CAPSULE CASE HISTORY: Between 28 March and 15 approximate cost of $8 brought the following sales results lIlaJ', the above firm sold 20 Hillman-lIlinx cars. The lrithin the next six hOllrs: 152 Canasta trays sold at 29c; gross take was over $35.000. The outlay for radio ad­ 74 decks of cards at 89c; 60 score pads at 10c. Thus, vertising was $ 1.59.80. A sidelight to the story is that there lms a total volume of $115.94, according to the th e sponsor lvas a new account and skeptical. He had manager of the store. The manager also notes that this started his radio advertising on the recommendation of olle announcement brought at least 150 other customers other local businessmen. He is continuing his radio ad­ into the store, adding greatly to usual traDic. vertising and is pleased with the results. CKX, Brandon, .:\lanitoba PROGRA::\f: Anllollllcements "'WNY, Watertown, "\. Y. PROGRA;\I: Harriette Meets Co-sponsor of two sport broadcasb The Ladies -.'------SAVINGS ASSOCIATION

SPONSOR: Central Federal Savings AGENCY: Direct CAPSULE CASE HISTORY: This savings awl loan as­ sociation had never used radio be fore. Then th ree daily RAD IO announcements were bought at an approximate cost of $20. For the first three weeks of the campaign. savings accounts were emphasized, with a radio given to each new account of $ 20 or more. Original supply of radios was exhausted and tu'o reorders cleaned Ollt. Sponsor RES ULTS th ell plugged FHA loans. After two weeks, they u'ere swamped with applications. No other media lrere used.

WOHI, East Liverpool, O. PROGRA \I : ~\ nn o \lll ce m c nt s

FOOD APPLIANCES

SPONSOR: ,Milani AGEl\CY: Jordan Co. SPONSOR: General Appliance Co. AGENCY: Direct CAPSULE CASE II1STORY: The company took on par­ CA PSULE CASE III STORY : This advertiser used three tial sponsorship of the Living Should Be Fun program 5-mhlllte programs daily at an approximate cost of $48. ($250 cost ) . To test th e pulling power of the program, In one month , the sponsor sold 126 Apex washing ma­ they offered a free bottle of Milalli's 1890 Salad Dress­ chines: he gave merchandise certificates worth $25 to­ ing. The oller was made for on e week in January and ward purchase price for the correct identification of a approximately 20,000 letters and cards were received. m ystery tune. In addition, the store sold Apex driers, In fact, as late as 28 March, letters were still coming in vacuum cleaners. refrigerators, and ranges. The sponsor although oDer was good for only one week. says it a,(Zded up to the biggest sales month he ever had. \\ \IG\I, :\ew York PROGRAM: Li ving Should Be Fun KLX, Oakland PROGRA;\f: 1\1 usic ------1------TREE NURSERY NOVELTIES

SP01\iSOJ{: ~\!'rns AGEl\CY: Kiesewetter, Wetterau, & Baker SPONSOR: Save· By-Mail Inc. AGENCY: Direct CAPSULE CASE HISTORY: This tree nursery finn in CA PSULE CASE HISTORY: A n oller of five animal Geneva, N. r., decided to plug their chestnut trees. They balloons for $1.00 was spread over seven programs dnr­ used seven one-minute announcements Oil an early m orn­ ing a. tlco-u.:eek period. Ten one-minute announcements ing show, Chanticleer. The trees had to be ordered direct on Your Neighbor Lady; 18 announcements on Calling from the Ilursery with cash ellclosed. The result was some All Kids ; anllouncements on one Saturday evening Mis­ $l)OO in sales lrith a total expenditure for ra{Zio advertis­ souri Vall ey Barn Dance and the Sunday Get-Together_ ing of only $148.75 or a.n investm ent of a trifle over 16% Total l1umber of orders sold: 6,049-total sales $6,049. of the sales. Cost to the advertiser $8 72.50. Cost per order 14.4c. WGY, Schpnectady PROGRAM: Chanti clper WNA X, Yankton, S. D. PROGRAM: VariOUI

I. MUTUAL James A. Noe, Owner Not'!. Reps. BROADCASTING RA - TEL SYSTEM James E. Gordon, Gen. Mgf. 420 lexington Ave. .:.11- WN 0 E New York City . t: 50.000 WATTS DAYTIME - 5.000 WATTS NIGHTTIME * The leading 17l£lrket- [os Angeles County's food sales are the highest in the nation . ... Sl,220,244,900. per year. In fact, Los Angeles County's volume of food sales is greater than the combined dollar value of such sales in the home counties of Pittsburgh, Cleveland, Baltimore and Atlanta. There are 6,950 outlets for food , r

-\' store products in Los Angeles County. j{ ~ \... f. f- !- For a bigger share of the nation's biggest i food market, be sure your story is told on ... T-- / The leadirLg statLolL- KNX is the most-listened-to station in Los Angeles. Says Pulse : KNX is first in twelve out of the total of eighteen one- hour time periods, l\10nday through Friday, including one first-place tie ... and first ill total rated time periods.

I I ;- LOS ANGELES \ KNX 50, 000 WATTS \I • .d J COLUMBIA OWNED

Source! Sul e! Manay.!1II.n l , M ay 1949 Cullfornia S ial e Board Of Equull. a l ,o" P IJ.I ,~ p . J anlHHlI· F pl;rll UTIJ 19 ~ O ~- ~ sa

) ~) ~. , I( j

r --'1 \ ,~ 2

-- / / /

IRepresented by RADIO SALES W HO LOOKS WHER E? cooperate in regional breakdowns of radio. came to th e netw ork onc day set shipments. with a proposal to drop radio I Conlinlled from page 31) e ntir ~­ Moreover. RMA fi gures can't tell Iy. He wanted to buy the 38 TV sta­ the way in which they ,rere derived. anything about the number of sets al­ tions which lay within hi s distribution As one New York TY representative ready install ed. In fact, until the cen· area. Wh f' l1 the network raised the confided to SPO;'iSOR the other day, sus r eport is published next year, there rather aeadel11i e question of ,,"hat he "5ets still piled up ill the ware h o u se~ WO II 't be any really relia ble basis on would do with the -l2 ~~ of his distribu­ a rl' added to the pie ill some areas." which to estimate the county- by-county tion area not covered by TY, the Is anything being done about a bet­ location of sets in the coulltry today. would-be TY ach 'ertiser blushed and ter ~et count? Up till a short time ago. as was men­ headed back to hi", local golf course, Actually. there i:,.. T he Radio Man­ tioned earlier. adverti sers bought TV Few T V sponsors were this badl )' ufacturers' Association has started to out of curiosity, or just to insure a "tricken with feyer for th e new medi ­ break down figures for ~et shipments pl ace on the bandwagon. They never um at even the high point of its no\'­ on a county-by-count y basis. This is a stopped to worry about the logic. The elt y stage; hut most TV sponsors [c er e good move, as far a~ it goes. But the case of one big regional advertiser is ready to plunk down their doll ars with­ RMA does nut cover all counties in IIot typical--but it is indicati,·e. out too ml\ch exposure to statistical TV markets: 1101' do a ll of its members T his advertiser, a user of netw ork sales pitchc:" Tighter competItIo n. ho\\'ever, is causing more a nd 1I1 0re users o f TV to check d o",ely the ~ tan ar s d The Houston Post supplement th e Il ew HMA data on for 25 years, an I 1 rou"ht into the county- hy-collnt y set tlistribution. Ad­ , ill noW )C ) e> for 66 year", W KPHC-TV- vertisers wh o wa llt to make exacting c: ld f televi sion through lie 0 . t 'levision ~ tati o n. use of the mediuIII ,,·ill put th e nece:,­ Houston's pIOnee r e sal')' push hehind such fact gatheriJlg, They·ll be asking: " How many sets a re th ere in X town ship ?" " B ow many of th e lower inco Jl lf' KPRC-TV neighhorhood · families haye sets?" nd Texas' Se rving Houston a "Can I reach a worthwhile llumber famous Gold Coast of peopl e (10 llJiles away? " I Manager Jack Harris, Genera They " Ol1 't be satisfied much longf'r Lamar Hotel, Houston with t·oda) '" hlanket answers. * * *

40 SPONSOR RATES and FACTBOOK TV Direclory No. II July I, 1950

PUBLISHED BY TELEVISION DIGEST • 1.519 CONNECTICUT AVE .• N. W. • WASHINGTON 6, D. C.

Dear Sir: Next edition or TELEVISION RATES & FACTBOOK (No. 11) will be ready for distribution on or about July 1, 1950. Our TV FACTBOOKS have become the stand­ ard reference guide for the television industry ••• an indispensable working tool for TV executives. Note the table of contents at the left. CONTENTS Here are basic facts and figures on the rapidly growing TV industry, compiled • Television Networks: Rates, Personnel & Data and assembled in one convenient volume. • Television Stations: Rates, Personnel & Data It can save you countless hours of With facilities, AM· Newspaper· Network affiliations valuable time, give you information • CPs Outstanding & Application& Pending you need, quickly, accurately and Facilities granted or sought, AM· Newspaper. Network completely. affiliations

• Experimental Television Stations by Cities & States Price of the Factbook is $5. Use the With wavelengths and powers assigned coupon below to order your copy today. You may attach your check or we' 11 • Present FCC Allocations by Cities Allocations to first 140 markets, sales rank, papulation bill you later.

• Proposd FCC VHF-UHF Allocations by States & Cities Robert Cadel Including suggested allocations for Conado, Mexico, Cubo Business Yanager

• Television Program Sources Directory of owners, producers, syndicators of live and film materiol

• Television Manufacturers & Receiving Sets Directory of manufacturers and their set lines, including Kit Manufacturers, Private Brands, Picture Tube Manu. facturers, Station Equipment Manufacturers, Transmitter Equipment Manufacturers

• TV-Radio Set Production, Monthly Statistics

• Trade Associations, Labor Unions, Research Firms

• National Sales Representatives of TV Stations I I Please send me •..... copies of July, 1950 Television Rates & Foctbook ($5.00 eoch). I Including branch offices and list of stations represented I 0 Check enclosed 0 Bill compony 0 Bill me • Number C)f Television Sets-In-Use by Areas I NAME ...... - .. - ...... - ...... •...... - ...... - ...... •...... - .. - .- .....- .- ----•. - - I • Map of TV Network Routes In Jervice and due during 1950·51 I :~::~:~.. ~~ ...... ~ ...... ~~~ .. ~~ .... ~ .... ~~~ .... ~ .... ~~~~.~ .. ~=~ ... ~ .. ...~.~~ .. ~ .. ~ ... ~~~~ ... ~ .. ~~ .. ~ ... ~ .... ~~ .. ~ ...... ~ ...... ~ ...... ~ .... ~.~ ...... ~~~.~~~- ..-.----. I CITY AND ZONE._ ..• _ .... ____ ._.... _... _ ... _ ...... __ ...... _ .. __ ... _ ... STATE._ ... _._ .... _._ J L ------»

TELEPHONE SHOWS promotes the personal touch th ey are after. (Co ntinlled from page 23) The success of telephone shows on TIME BUVERS"( the net\\'orks is matched by the popu­ , -' fy ing the first tune a ft er a phone con­ tes tant fails. But 110 studio contestant larity of the local station offerings. The AGREE ••• " :' ':: is all owed to try for the ja('kpdt prize. local stations de\'elop their own s h o w~ . " A close ('ompetitor of Stop th e Mu ­ or buy sy ndicated telephone quizzes. " " sic is Sin g It Again . This CBS show, Grandaddy of all the syndicated shows produced hy Lester Gottlieb. makes is Tello-Test, handled by Radio Fea­ from 11 to 13 calls eyery Saturday tures, ]nc., 75 East \, Tacker DriYe, Chi­ from 10:00 to 11 :00 p.m. Instead of cago. After sewn years of operation, a " ~1 ys t e r y Melod y." Sing It Again Tello-Test is out in front in 100 mar­ has a " Phantom Voice: - Jn terestingly kets. wi th Hoopers ranging from 8.6 enough. this giveaway show has just in Hartford. Conn., to 20.3 in Kala­ slashed its prizes drastically. The cu­ mazoo, .Mich. Its format is the sim­ mulative jackpot is out altogether, with plest in the busiuess : call people on the a uniform prize of $10,000 worth of phone and ask a fJuestion. What keeps merchandise and . 5,000 given in cash the show on top is the type of ques­ instead. Lucky winners formerly re­ tion and the window-dressing they get. ceived $2S,000 in merchandise, 2S,- Here is the Tello·Test recipe for whip­ 000 in cash. What e fTect, if any, this ping up a tasty question: cut has on Sing It Again's future pop­ 1. The answer must be "find able ., ula rity should answer conclusively the in some standard reference. ques ti on of whether giveaway or en­ 2. Every question has a single, non­ tertainment is most important on net­ variahle answer. work quiz shows. 3. Appeal of the question is univer­ Network sponsors can a fTord a rela ­ sal. tively big talent bill. Both Sin g It Again and Stop the Music have several good Yocalists, a large orchestra. and razor.sharp masters-of-ceremonies. One consolation: competent Bert Parks and Dan Seymour are well -paid, but draw nowh ere near the salary of a lack Ben­ ny, Arthur Godfrey, or Eddie Cantor. Package cost of Stop the Music to ra­ dio sponsors Speidel Co. and Trimount Clothing Co. is $3.7S0 per quarter­ hOUL Sing It Again costs Ca rter Prod­ ul'ls and Sterling Drug Co. 3.SS0 per I S- min ute segment. The network phone quizzes have been joined recently by straight audi­ ence participations which have started using the telephone as a fillip to raclio listening. :VIu tuar s Qu een for a Day last month began to call prospective " Queen" candidates at home fr om a list of post-card applications. The re­ corded conversations are then played on the air. The studi o audience votes for both in-person candidates and re­ 5000 walls DAY corded telephone ones. Irene Beasley's Grand Slam 0 11 CBS I 1000waiis NIGHT wa s one of the first audience partici­ f Direclional pation show>,. l\liss Beasley aims at a San Antonio's Oldest friendly, family-t) pe program. She, too, recently began giving listeners a Music a nd News Station peek into the "co rn e r ~ of our national living 1 0011\ " by telephone. Each week ~~td~t'l one call is made to someone in the 4[1 4'1 Forioe & Co. states \\'ho has submitted a fJu estion to I the show. Miss Beasley and Co nt inen­ tal Baking Co. think this w(, C' kl y call

42 SPONSOR 4. Questions are provocative, blend the familiar with the unknown. 5. Each poser must have entertain­ ment and/ or educational value. 6. Questions mustn't offend or he " touchy." 7. They must have infinite variety. Here is an example of the copy tech­ nique that lifts Tello-Test far above the amateur technique: "The big story in journalism isn't always in screaming headlines on the front page. Some­ times it's behind the newspaper mall who quietly attains the little things of life .. . such a person for example, as our man-in-question. If you know the answer, you'll "scoop" the town ... and earn $--! So tell me: 'Who founded the first successful one-cent daily newspaper In the United States?' " The Carnegie Library in Pittsburgh used to shrink from answering ques­ tions like this for the local KDKA Tel­ lo-Test program. After their eight -per­ son staff had struggled manfully with half a dozen quiz programs simultane­ ously for a few weeks, they stopped an­ swering all but the Tello-Test queries. The library supplies the answer given INCREASE YOUR SALES them by KDKA because it spotlights their telephone reference service. in the $400,000,000.00 Philadelphia's public library went through similar agony, now posts the Norfolk Metropolitan Market answer on a card in the reference room. WIP, the Philadelphia station carrying T ello-Tes t, proved how im­ with WTARandWTAR-TV portant the program's entertainment Sales Management says the Norfolk Metropolitan Market - Norfolk, content really is. The station invited Portsmouth, Newport News, Virginia - racked up $442,721,000.00* 20,000 families with unlisted phones to in retail sales in '49. Did you get your share? You can with WTAR send in their names and numbers so and WTAR-TV. that they, too, might be called. Re­ WTAR delivers mare Iisteners-per-dallar than any ather combina­ sponse to this appeal over the air tion of local stations. Hooperatings shaw that most of the people in brought in 3,644 unlisted telephone numbers from listeners who previously the Norfolk Metropolitan Market listen mast of the time to WTAR. had no hope of being called. WTAR-TV, on the air since April 2nd, is the first and only tele­ The WOR, New York, edition of vision service in this largest Virginia Market. An inter-connected Tello-Test is run by Bruce Eliott and NBC, CBS and ABC Television affiliate, plus outstanding local pro­ Dan McCullough, whose fi ve yea rs ex­ gramming with RCA Mobile Unit and the modern facilities of a new perience with a daily IS-minute slot $500,000.00 Radio and Television Center. has taught them plenty. Just recently WOH. moved them to a half-hour seg­ Mate the mighty potential of the big, eager, and able-to-buy ment, upped their prizes to a starting Norfolk Metropolitan Market with the dominant selling power of one of $1,000 in merchandise, with WTAR and WTAR-TV and your sales will soar. Ask your Petry office, weekly increases of $1,000 up to a or write us for proof. maximum jackpot of $5,000. Bruce and Dan quickly discovered · Sales Management Survey of Buying Po wer, 1950 that listeners kept careful check on NBC Affiliate who they called and where contestants 5,000 Watts Day and Night - AM lived. Too many calls to one telephone exchange, or too few to a certain na­ Inter-Connected NBC, CBS and ABC Affiliate-TV tionality group brought immediate Nationally Represented by EDWARD PETRY & CO., Inc. protests. A careful scheduling system Norfolk, Virginia

3 JULY 1950 43 .. they developed eliminated most com­ Bruce Eliot, an amateur vocalist, leads kids under 16 years of age. Contestants plaints_ into the Lydia Pinkham commercial by are chosen from a list of 60,000 boys Each call Bruce and Dan make takes trying to match its beginning musical and girls who wrote in telling why they about a minute-and-a-half: 30 seconds note. Another participation on their would like to be called. to establish who they are, 30 seconds I5-minute show got this approach: Two unusual features make the pro­ waiting for an answer, and 30 seconds " It's been a rugged morning here- on­ gram noteworthy. First, the children's to get untangled and hang up_ Brief ly two calls completed- better relax half of the conversation is broadcast personal questions add interest, but too and have a cup of G. Washington Cof­ too. A beeper and split-second tran­ much of this talk brings demands to fee." Silver Dust and Arrid got simi­ scription satisfy FCC regulations on "make more calls." Lulls are filled lar treatment on the show. broadcasting both sides of a telephone with casual by-play between Bruce and An off-shoot of Tello-Test is another call. Second, the VIM Stores in New Dan- Dan's yo ung son provides mate­ WOR program run by Bruce and Dan: York use the program to sell television rial. Tele-Kid Test. Also handled by Radio sets! Their success has been due to a The transc ribed commercials are Features, Inc., this weekly half-hour large double-audience: kids and their handled gently, but wi thout fonnality. show on Saturday mornings caters to parents, who help them answer. The unsophisticated answers of young con­ testants add to the show's appeal. Right after the South Amboy munitions ex­ plosion, Bruce and Dan called a con­ WINSTON-SALEM'S testant in the stricken town, got an ex­ citing first-hand tale of the tragedy. Contestants answer two questions. The first one is easy, carries with it a bicycle for boys, a Fred Astaire ball­ room dancing course for girls. An­ swering the second and harder ques­ tion brings the lucky winner a jackpot built up by $5 in war savings stamps for each incorrect answer. One of the few syndicated quiz games which still require the audience to call the station is Tune-O. This mu­ sical variation of bingo is owned by STATION Richard H. Ullman, Inc., 295 Delaware Ave., Buffalo; has had phenomenal success. Sponsors have been enthusi­ astic because of its close merchandis­ Saturates North Carolina 's ing tie-in: Tune-O cards must be ob­ tained at the sponsor's store. Each GOLDEN TRIANGLE card looks exactly like the standard

WINSTON- bingo card, with 25 numbered boxes. The numbers correspond to the title of a tune, of which there are usually 313,600 sAVe $449,956,000 250 listed on the card. As each tune is played, listeners identify it and mark People Buying Income off the corresponding number. When five in a row are so marked, the listen­ HIGH POINT er dashes to his phone and calls the station. Tune-O recently did a strong sales No.1 MARKET IN THE SOUTH'S No.1 STATE job for the Crowgey Sausage Coo, Kel­ lysyille, West Virginia. A big part of Your FIRST and BEST Buy! their advertising campaign was the sponsorship of a I5-minute Monday through Friday TUlle-O program on Represented W]LS, Beckley, West Virginia, and on Affiliated WLOG in Logan. Otto Whittaker, ac­ by with count executive of Houck & Co. in Ro­ HEADLEY­ anoke, Vao, describes what happf'ned: "The stations gave Tllne-O dozens of NBC REED CO. free promotional plugs. WJLS "Tote letters to Crowgey grocers, played the show up big in their regular promo­ 1930 TWE NTIETH ANNIVERSARY YEAR 1950 tional mailout sheet, and sent their

44 SPONSOi men personally to call on Crowgey thereby able to compete, too, by mak- grocers and explain Tune-D. We used ing up questions. newspaper ads, counter cards, and pos­ Hal Tate Radio Productions of 831 HERE IS THE ters urging Mrs. Housewife to play S. Wabash Ave., Chicago, syndicates Crowgey's Musical Tune-D_ ..." Who's Talkillg?, a show similar to the Weekly prizes of merchandise worth network program Sing It Again. Over COMPANY YOU $100 were given out. George Kamen, 20 stations use "mystery voice" record­ Inc., merchandise consultants, supplied ings of 100-odd celebrities like Basil cigarette lighters, blankets, hats, a host Rathbone, Hoagy Carmichael, Ray KEEP ON K-NUZ of attractive items at a cost of only $15 Bolger, and Bennett Cerf. Listeners try Nabisco Milk Bone Dog Food per $100 retail value. Promotional to unravel the transcribed poetic clues Exchange Orangeade Base Exchange Lemonade Base plugs made up the difference for sup­ read off by the celebrities. As con­ Nucoa Oleo Margarine pliers of the prizes. testants who are called on the tele­ Skippy Peanut Butter According to Whittaker: "Sales jet­ phone fail to iden tify the mystery Southern Select Beer ted as though they had been waiting voice, additional clues are given, up to Hav-a-Tampa Cigars for a signal. The Crowgeys told us a full set of six. One interesting "ex­ Robert Hall Clothes Interstate Theatres their sales were among the highest they tra" provided by Tate: sets of "mys­ Griffin Shoe Polish had ever had." Three weeks later tery photographs" of the celebrity O. J. Beauty Lotion Tune-D was put into five more mar­ wearing a mask. Placed in the spon­ Ladies Home Journal kets. Trucks are being added to the sor's store, they create traffic, help White House Rice company's fleet, new accounts have strengthen sponsor identification. Grand Prize Beer Selznick Releases started, and routes are serviced twice Recently a straight bingo-type pro­ Red Arrow Drugs a week instead of once. gram was put out by the I. F. I. Ad­ Best Mayonnaise There are other syndicated radio fea­ vertising Co., Duluth, Minn. New Scott's Emulsion tures with varying formats. Know twist: Players fill in their own num­ Tender Leaf Tea Y Ollr America combines the quiz ap­ bers on the "RADIO" form, then send Sloan's Liniment Lone Star Beer peal with a patriotic motif. Telephone a duplicate to the station. If they Fairmaid Bread contestants are invited to answer ques­ score, listeners call up immediately to Kool Cigarettes tions based on a short historical vign­ be checked. Station Manager Ulbrich Kam Dog Food ette_ W. E. Long Company, 188 W. of WDMJ, Marquette, Mich., reports Life Magazine Randolph St., Chicago, has been han­ that the two-hour a week show has Holsum Bread Crosley Radio dling this feature for six years. Dale piled up 7_000 returns in the first three NBC Bread McIntyre, former General Motors pub­ weeks. Realemon lic relations man, is master of ceremo­ Syndicated shows like these have Stanback nies for the popular Detroit version on been tested for listener appeal and pos­ Fly-Cide WJR. Program opens with a pledge sible violation of the anti-lottery law; Pine-Sol Shinola to the flag, goes on to inspirational they're probably the easiest to handle. Rit music and comment, and is climaxed But many local stations work up sim­ by the short description of some event ple "home-made" telephone quiz games 3S New Contracts in May in America's history. The program that work wonders. KASI in Ames, 133 New Contracts January ends with a pledge to God, the UN, la. has been running a IS-minute Tele­ thru May America, and American industry. Win­ quiz for the past year-and-a-half. The ners receive a portable radio, as do local public library compiles questions No. I Availability- those contributors whose subjects are of state and national interest, gets its "Today's Hits", II a.m.-12 noon used for the vignette. reward in publicity. Names are picked Sundays, Hooper* 4.6 No. I in W. E. Long Co. also syndicates Do at random from phone books in the Houston You Know the Answer? and People station's primary area. After a recent "West's best" 1:30-1 :45 p.m. Mon. Over 30 stations thru Fri. Hooper* 4.2 No. I in Know Everything. contest on the program, Super Valu Houston use Do You Know the Answer?, a Stores, the sponsor, discovered 2,S OO "'Hooper Winter-Spring Report simple show which can be adapted to pounds of Red Rooster Coffee had been December 1949, thru April 1950. any length from five minutes upward. gobbled up instead of the usual 800_ Announcer asks phone contestants: Here are more " home-made" local CAll, WIRE OR WRITE " Do you know the answer?" and, to shows ill capsule form: win, the contestant repeats a simple Borden's Birthday Party on WICC, fORJOE: NAT. REP. statement included in the sponsor's pro­ Bridgeport, Conn. From a list of cards DAVE MORRIS, MGR. motion. Deposits are built up by fail­ received, two names are chosen. The CE-8801 ure to answer correctly. first phone call is made to a person People Know Everything asks tele­ celebrating his birthday, the second to phone contestants questions which someone at random. Prizes are a cake k-nuz have been mailed in by the public. If with the winner's name on it, bouquet (KAY-NEWS) either one of the two persons called of flowers, and a supply of Borden 9th Floor Scanlon Bldg. answers the question correctly, both Company milk products. Hooperating HOUSTON, TEXAS contestant and questioner split the de­ after three months: 13.0. posit. People without telephones are Golden Anniversaries on KFSA, 1 ..______

3 JULY 1950 45 Fort Smith. Ark. A" a boo~t to its ha· hegins in the fall of 1950 and the H'r­ sic purpu:"e I acknuwledging 50th wed­ dict will undoubtedly be appealed to ding anni\Oersaries ) , listeners are a"ked the U. S. Supreme Court. l(OUltJ to gi\Oe the exact year in which a de­ Here are the rules which the FCC scribed ey ent took place. The station would likc observed. on pain of not is called by contrstants, has been asked renewing a station's license: tu discontinue hy the phone company Any scheme wi ll be considered a clue to jammed exchanges. lottery if: Women's Club of the Air on KGG\J, 1. Winners are required to furnish Auhuquerque. From a list of 0. :\1. any money or thing of Yalue, or 7.500 members, 12 names are chosen are required to possess any prod­ each clay to recei\'e prizes. To collect, spots uct "old by the sponsor of a pro­ the member mllst call the studio with­ . gram . press In 9s <,c.,l\! in one minute of the time her name is 2. Winners must be listening or I, "",,,,,,, 1>' ' :!l ;\,'"!." broadcast. In addition, a mystery tune 'i;'j , ,*S'!,~r,:f ( ~t.\ ~ i ;\ l ' W.J )! "I'. ·) watching the program to win. i:- played twice a day and the first :'?" .~,. ~~_~l;;. ~"~J~1"!~~~\.J# to aid agency amI Xe\\" York ex­ int erpretation was incorrrct. ;\ftt'r ec utives of Bordt>n\ \\Iwn tlwy made a hearings and legal tangling in the prog ram :-el C'C tion r(,(,(,lItly. <'O llrt". the ('a:-.c hecame deadlocked. As In many o f til(' program sel('c tion~ . it s t a nd~ today, the Commission Illay idea~ of Ne\\" York-ba:-ed eX('C llth'c:­ 1I0t put it s rult ' ~ illto effect until a frd­ hav(' hef'1I changed through contact N al {'omt s a~:- :-(). The he:uillg on this with local prople.

46 SPONSOR willie wish, disk jockey

Willie WISH is a disk jockey extraordinary for H.F.C. * The popular late evening record show, "Variety Hour" is now in its second year of selling for Household Finance Corporation. Willie WISH and Ozzie Osborne combine their talents in presenting an hour long show every night for the many ( late evening listeners who long ago got the "WISH habit." Just one more proof that Willie Wish is a powerful puller in Indianapolis right up to sign off.

·Household Finance Corporation

------that powerful puller in Indianapolis . ..

OF INDIANAPOLIS affiliated with AMERICAN BROADCASTING COMPANY GEORGE J. HIGGINS, General Manager FREE & PETERS, National Repre5enlative5 One story they tell up in Borden's of the cast includes pianist Teddy Wil­ :\Iadison Avenue, New York, head­ son, singer Peggy Ann Ellis, and Roy PRESTIGE quarters is that a certain local execu­ Ross and his WNEW orchestra. tive turned down all of the national The music is limited to familiar pop with PROFIT II •• offi ce's suggestions in favor of his own tunes, and the whole show is calculated ideas_ Since the company's decentral­ The new JOHN CHARLES THOMAS to fall restfully on the ear of the busy ization policy provides for such cases, housewife. For good commercial mea­ program will give you both. With the New York ideas were discarded in sure, Peggy Ann Ellis always singles a "THE KING'S MEN" assisting he in­ favor of the local man's. But at about jingle or two about something or other troduces and sings hymns of all faiths that time the local man died, and his that rhymes with the Borden product in "Hymns of the World." 156 - V4 successor decided to go along with rec­ being plugged that day. ommendations from New York. hour transcribed programs. But Let Yourself Go is only part of On 27 March, Borden launched in the New York picture. In addition, Other top TELEW AYS transcribed New York a new local radio show; it Borden's national advertising depart­ program availabilities are: provides one example of what Borden's ment has a six-day-a-week participa­ • TOM. DICK & HARRY is driving at in local markets. The 156 15-Min. Muoicel Prolnmo tion on the Jack Sterling morning show show, Let Yourself Go, is aired over • MOON DRBAMS on WCBS, backed up by an afternoon 156 15-Min. Muoiul Prolnmo WNEW, 12-12:30 p.m., Monday-Fri­ pitch three days a week by Galen • DANGBRI DR. DANFIBLD 26 30-Min. Myotery Prolnau day. This program differs from many Drake on the same outlet. Five-a-week • STRANGB ADVENTURB of Borden's spot buys in that it's tailor­ participants on Martha Deane, WOR. 260 5·Min. Dumatic Prolraau made--<.'ustom-fitted for Borden, so to and Nancy Craig, WJZ, get Borden's • STRANGB WILLS 26 30-Min. Dramatic Prolnmo speak, while others were ready-to-wear. across to the all-woman audience and, • FRANK PARKBR SHOW An d it's the biggest single spot buy shifting to the classical music listeners, 132 1 ~-Min. Muoical Prollnml Borden has made to date. the company has nine spots a week on For Profitoble Tronscribed Shows It's Once it was noised around New York WQXR. last winter that the Borden company Almost without exception. Borden's TELEWAYS was in the market for a local show, is spotting its radio efforts in daytime RADIO PRODUCTIONS, INC. vi rtually every station in town made a hours. TV takes over at night. The ell/if. 8949 Sunset Blvd., Hollywood 46, pitch for the business-Y & R's time­ company has bought top TV spot avail­ Phone CRestview 67238 - BRadshaw 21447 buyers reportedly had "a stack of au· Send for Free Audition Plotter abilities in every important market. ond low rotes dition records a foot high." WNEW, Borden's strategists. who have been an independent operation which is heavily influenced by the Hooper fig­ not hing if not alert. got the plum- a ures on nighttime viewing in major 39-week contract with 13-week options. TV cities are congratulating them­ The W:\,E\\T show is an excellent selves for having bought up TV spot proving ground for Borden's current availabilities months back. TV an­ th eories on program content and han­ nouncements are on film and feature dling of commercials, and its progress Elsie the cow puppet sequences. * * * will be studied closely by the company - as well as by other thoughtful ad­ \'ertisers. In planning its major show in the SOFT DRIN KS ON AIR New York market, Borden has been (Continlled from page 21) shooting for a happy hlend of the pres­ tiO" e of network-caliber entertainment, often than would seem sound for good C' d . and the "intimacy" of local ra io at Its advertising. But with one or more " Bf'e Bee" King, The Beale Street best. WNEW came up with all ofTering shows on at a time, Coca-Cola con­ Blues Boy, has had tw o %-hours dally that obviously has satisfied the sensi­ sistently has stayed with network pro­ on WDIA for 1II 0re than two years. graming. Local level radio also gets He's one more good reason why tive Borden ralate. Borden's Let Your­ WDIA is plea~ing advertisers* with self Go can compete on equal terms a good play frol11 the company and amazing sales increases among our wi th many high-priced network pro­ its various bottlers. For example, the own special audience- the intensely Louisiana Coca-Cola Bottling Com­ loyal Negroes who make up 49'lo of ducti ons. the population of our primary area. I nstead of the three minutes of com­ pany recently signed a five year con­ · Slm.nlz "E.-la. mercial time a weekly netw ork show tract with WDSU in New Orleans. · Sealt",' • Kell.gg's All · Bran · Penlck & r ... d ' Oenfyne would give them, Borden's can lux­ This extensive local campaign will fea­ uriate in three minutes a day for com­ ture the Cisco Kid series, using two HOOPER RAOIO AUDIENCE INDEX Clfy: Memphis, Tenn. December. 1949THRU April. 1950 lIIercials on WNEW. or 15 minutes a half-hoUT programs a week. week. A difTprpnt product can be Although 15 to 20 Coke bottlers are Inde. ~ets WDIA ABC D E r T. R.T. P . 21.6 26.6 28.8 20.8 13.5 12 .4 9.6 3.4 plugged each day. in opening, middle, now using TV spots, the parent com­

I and closing commercials ~f a minute pany haf; done nothing about network " WDIA, M( ~ mphis , Tf'nness{'e, Bert apipce. These are handled III a relaxed TV. It is reported that this initial Ferguson, 1\1 n~r., Harold Walker, Com'l Mngr., J ohn E. Pearson, Rep." I ~ t ylc hy AlI~ ' n Edwards, who doubles smattering of TV will up the budget I as 1\1C of th e WNEW show. The rest this year by 15 0/< to 20% . The par------~ 48 SPONSOR - ent company is, however, now consid­ ering TV on a large scale. They are reviewing about 14 different ideas; but no deeision as to the type of pro­ • Advertising that Moves More gram has been reached. (It's reported that Coca-Cola holds the TV rights Merchandise per Dollar for Edgar Bergen.) It seems likely Invested is Bound to be that the company will follow on TV the same "pleasant" pattern of pro­ the One that Gives You graming that it has used on radio: musical, variety or drama shows and the Most Coverage for certainly no give-aways, soap operas, or mysteries. the Least Money! Pepsi-Cola has also been dabbling in TV. The company and its affiliates use TV spots in about 25 cities. In New York alone, the company uses over 10 a week. As is done on radio, the popular jingle "Pepsi-Cola Hits The Spot" is used on TV, with the added punch of dancing Pepsi bot­ tles. According to the company, the extra expense for TV was not taken from the radio budget; however, more might have gone into radio had it not been for TV. In radio, Pepsi is using both spot I and network. Their advertising is set up to hit the family group, and with that in mind they have sponsored for the past year and a half, David H ard­ ing, Counterspy over ABC. The half­ hour twice weekly show is aired over nearly 300 stations at a time cost of about $1,500,000 annually. The com­ pany has always been a heavy user of spots, sharing the cost with the bot­ tlers, but has not increased them to any great extent within the last three year. In 1948 Pepsi spent about $2,- 000,000 for advertising; since then they have added the network radio and TV spots and have increased the over- all ad budget. Pepsi-Cola's total sales in 1948 were • Covers a 17,000,000 $36,237,751 and just about the same Population Area last year. Margin of profit tumbled, however. Pepsi is now being sold at in 5 States at the six cents in some parts of the country. The company with its 500 bottlers ap­ Lowest rate of any parently has not suffered dire conse­ quences. Major Station in Royal Crown (Nehi), on the other hand, seems to be still trying to hold this Region! to the nickel price, and not too suc­ cessfully. The company reports that a maj ority of its 450 bottlers are op­ "It's The DETROIT Area's Greater Buy!" erating at the old price, and that no price raise is presently contemplated. Guardian Bldg. • Detroit 26 But there is also a report that the Pacific Coast area is now up to 90c a case as compared to a previous 80c. It is here on the Pacific Coast that the ADAM J. YOUNG. JR •• INC., Nat'l Rep .• J. E. CAMPEAU, President price rai~ trend fur the indu~ry as a r l _~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ 3 JULY 1950 49 wh ole i,.. taking fi rm footill g. RC, along wi th the others, is be­ plants sen 'ing about 83.000.000 peo­ The recent fina ncial figures fOT the ginning to move into TV. Spots are ple. For the six months ending 31 company indi cate th at they can use the now being used in a few major cities, ;\1 arch 1950, the company showed net price rai~e as well as the others in the including Los \ ngeles, Chicago and sales of $25,176,728, with net illcome industry. Their sales in 1947, $9,- Louisd ll e. A charade-type broadcast of $912,663. For the same period in 0(,8.000, increa~ed to $9,107,000 in is aired in Los Angeles, and the com­ 1949, net sales were $23,320,380 and 1948; thei r reported profit s, however, pany reports good response to it. ne t income $867,956. Net sales for decreased fro m 1,464,000 ill 1947 to Equall y satisfying to th em is a tele­ the fis cal year 1949 were 5L 477,000. $1.119,000 in 1948. phone quiz game conducted with Jim Canada Dry's advertising is in line Their adYertis ing situa tion is like Ameche in Chicago. There are indica­ wi th its over -all expansions. The COIll­ that of three years ago, at which time tions that the f'ompally will incr ease its pall Y will spend about $3,000,000 this they " 'ere using spot announccments TV spot efforts. year for arh ertising: $1,600,000 al­ on some 250 stations : th ey reportedl y One of the loudest pops heard in lotted to company.own ed plants, about spent about $1,000.000 on advertis­ the in dustry today is coming from $800,000 to home offi ce adwrtising, in g in ] 943. Each hottler is now av­ Canada Dry. It ·s not olll y packing about $600,000 as aid for licensees. eraging about 10 spots weekly. gcner­ the punch in advertising, with W. S. The bottlers' advertising costs are gen­ all y 0 11 a cooperath"e cost basis with Brown (\'ice president in charge of ad­ erally shared with the parent company. the parent co mpany. No natio ll al net­ vertis ing) doillg the swingiug. but it 's Radio off and on has had a large work radio is used. primarily because boldly pioneering the price raise trend. sli{"e of Canada Dry's budget. In the of distribution holes. (See .Mr. Sponsor, page 14.) past. the company has sponsor ed the The company's pi tch is toward the Cauada Dry is no longer pushed as fade Bellll ry show, In/ormation Please kid market. Repetitive use is made of a luxury-type mi xer. The company is and the Meredith Wilsoll show; inci­ popular singing commeTcials like no w all-out for mass cunsumption. dentally, Canada Dry was the first They're getting the point across that " When you're tired and feeling blue , sponsor each had. The company with ginger ale won't kill you if you don't RC makes you fe el like new. " Times its licensees is currently spending put whiskey in it. In 1947, it had six of hroadcasting are set to bring in a about $11 0.000 ann ually on local ra­ licensees a nd 21 company-owned plants large kid audience. along wi th adults. dio, spot and participation. They m e The appeal is further carried through wi th about 39,000,000 people within 75 stations and average 750 announce­ ) outh books, comics and teen-age club its distribution area. Today it has ments weekl y. They a re on no na­ dpyelopments. 100 licensees and 29 company-own ed ti onal radio network at the present time. In April 1949. the company came out with another advertising first­ first in th e industry to pick up a TV network producti on. S uper Circlls on ABC. The 52-week half-hour show costs the company oyer "' 7,000 a week. about $2.000 of th at is chalked off to talent charges. The annual cost is oyer S36"t,000. The company has built its oth er ach oe rtising around the TV showo l\lagazine ads and point-of­ sale display material are directly ti ed­

Ill. The show started on 10 stations and ha;;. now expallded to 30 cities. Ca ll a­ da Dr~' s field men. bottlers a nd deal­ e r~ , a re e nthu ~ i a~ ti f' because the Yi ~ ual aspects of th e show can be key ed to point-of-sale display material. Show Jecogniti oll almost becomes syll ony­ mous with brand idelItificatioll. Most of the plugg in g is done Oil th ~ ginger ale split (small-sized bottle) rather tban (I ll the larger sizes. ( I t is reported that Canada Dry controls about 35 j~ of this larger bottled drink ill this cOl/lItr}.) In the industry gen­ erall y, the small bottle a cco unt ~ for gor"~ , to 90 ( ~ of the total producti un.

TR . BUNE TOWER OAKLAND, CALIFORNIA When Canada Dry decidcd to jump Represe nted Nationally by Burn-Smith ilIt o tbis cO lll petitiYe lion's den, it al~ o

50 SPONSOR decided to do something about rising MINUTES: NEW MEASURE about the Sindlingcr method fr om others being u!'cd und why ar(' his re­ costs and the nickel squeeze. It (Continued from pa ~e 2,5) sult~ at odds with other findings ? upped its prices. Not only didn't com­ wears off a bit, they look for difTerent Thp Hooper method in\"olv c~ mak­ petition cooperate, SOllie cut prices, in ty pes of programs than before. For ing a maximum of 8.400 phone cails what seemed like a move to freeze cxample : Evcning dralll atic programs in each '·single uni t" mark('t over a Canada Dry out. The compan), wa!' on radio a re listened to 36~; , of the two-month period. Altogl'ther. 100 forced to bring its price hack down. time in radio-onl y hOlllPs; 1 1( ~~ of the c iti e~ are cO\'ered for radio, 40 for But the situation has changed COll­ time in TV-plus-radio hOllies. TV. From thc phone calls are ('om­ !'iderably. Canada Dry has again These are S0111(, of th e high-points puted monthly "~hare of audience" raised its prices, and many others are in the Sindlinger survey : l1I any of til(' percentages a li d "set:; ill lIse" figures. 1I0t following suit. So far, th~ upped details are equally importa nt to SPOll­ As popularity mea!'ur(,lIH'llts for indi­ price is meeting with success alllong sors and th ~ ir ag~n c i c~. Onc quc!'ti on vidual program!', th e~(' rcsults are consumers. Bottlers and retai lers can !' till remains : what i!' so difTerellt valuahle. But u ~ i llg the1l1 to s('(' how do as they wish. but in 1I10st cases the five-cent splits have gone up to !'ix eeuts. A few other national c ompani e ~ ha\"e fallen in line with the price raise. One firm w hose business has gone Aat is Dr. Pepper; it has suffered a Ihere's Far 100 Much lalk " :" I severe decline in sales and profits. The firm has traditionally heen tight with about the "Decline of Radio" advertising money. Sales dropped in ~ 1947 from $8,992,000 to $6,851,000 in 1948: profits went frolll $1,046,000 to . 636_000. The unit volume for last I I. KTUl today has a GREATER year approximated that for 1948. The company recently began pouring $250,- 000, in addition to its regular budget, SHARE of Audience than EVER into promotion of its newly-designed bottle cap. TV spots are expected to BEfORE I get a heavy share of this, especially in the South.

Local independent bottlers are lIU­ I 2. KTUl Sales are fAR AHEAD merous, and often do a good high­ volume local job. They account, how­ ever, for but a small amount of the of ANY January thru May total soft drinks business. An unusual operation is that of the All-American period in our 16 year historyl Drinks Company which produces Joe Louis Punch. Almost a " paper-office" in operation, the company has an ex· 3. We THINK that is true of tract made up exclusively for them. and then distributes it to franchi~ ~ d bottlers. In backing up the bottlers, the ANY ALERT, C/udiimai:ACTION company spends about $125,000 an­ nually for advertising: approximately 18% of this goes to radio. There are station. We KNOW it is TRUE many other similar outfits which use radio locally. with KTUlI . All in all, the soft drinks industry is in the midst of a topsy-turvy price ad­ ." justment. The trend is up, in line with ' * higher costs. Until the adjustment is KIUL •. CBS .• Plus "Know How" worked ouL the pinch on advertising will continune. Once the nickel squeezp is off, advertising should forge ahead : on the Local ~ Level .•. in lulsa as never hefore, and television as well ,. AVERY.KNODEL, INC. JOHN ESAU as AM radio will probahly get a tre­ National Representative Vice· President • General Manager Jl1endous amount of the money al- lotted. * * *

3 JULY 1950 51 radio and TV listenership match up \ielse n's method in theory is simi­ is risky. Here is what Sindlinger dis­ lar to the Sindlinger one. His fixed 510 Madisoft covered in Philadelphia about tele­ sample of 1,500 people dotting the phone ownership: country provide Audimeters with lis­ (Continued from page 6) 1. 90 r" of TV homes have a phone. tening and viewing data. Besides the 2. 69% of radio-only homes own a popularity-type ratings, the ~i e l se n or­ Your kind offer of the TV dictionary phone. ganization compares the radio sets it in booklet form. We would also like Speaking for Philadelphia. at least, measures and television on a time ba­ to buy two extra copies. l\' ot knowing Hooper operators will call 21 % more sis somewhat similar to the measuring how much they are, I presume the best people with teleyision sets than they stick Sindlinger uses. Two criticisms thing would be to send them coll ect. should, giving TV too hig a share. that researchers have aimed at Niel­ Will you please handle? Further, Sindlinger shows in detail sen's method, howeyer: DON L. BAXTER how "share of audicnce" fi gures can 1. A sample of 1,500 people for the V ice President W ilhelm-Laughlin-Wilson be confusing. With shifting bases of whole country is too small to per­ listener-viewers, inevitable in "share mit accurate suh-sampling - as, & Associates of audiencc" computations, 20% could for instance. investi gating only Dallas refer to 100 or 1.000 people. It's also members of the sample with TV easy to mistakenly assume from the sets for over a year. Then, too, figures that every minute gained by turn-over is about 20% among Thanks for your TV dicti onary. It's TV viewing necessarily cuts into ra­ sample members, ralsmg the good. dio listening. As Sindlinger has found, question of whether the sample CLARENCE B. GOSHORN more than twice as much of the time can be completely representative Chairman of th e Board now devoted to television comes from when so many people are re­ Benton & Bowles In c. activities other than radio. With two placed regularly. New York broadcast media instead of just one, 2. Another point: is every secon­ the problem of how big the audience dary set in sample homes cov­ pie is for each medium at a particular ered by an Audimeter? Nielsen We would very much appreciate Te­ time becomes crucial. Sindlinger's in­ fi gures put the average number celvmg two of the TV dictionaries dividual measurement on a time scale of Audimeters in his sample which you offer to subscribers of your is the most clear-cut answer. households a t 1.3. But Sind­ magazine to cover the two subscrip­ linger finds that his 1.7 sets per tions coming to this office to S. Ram­ home of a year ago have risen say Lees and Miss G. Race. to 1.9. Radio listening in TV We are enclosing a money order for homes is largely done on sec­ $2.00 for which we would ask you to SELL THE ondary sets; leave them uncov­ send us eight more copies of this TV ered and you miss considerable dictionary. COTTON BELT radio listening. Needless to say we find SPONSOR As the man says, you spends your WITH THE very informative and we are only sorry money and takes your choice. What "COTTON BELT GROUP" that your articles do not include more I causes a station or sponsor to use a Canadian information. particular research service is some­ S. RAMSAY LEES GREENVILLE, MISS. times the complexion of its figures. RuthraufJ & Ryan Illc. 1000 Watts-1260 Kc The organization which can deliver the WGVM Toronto most attractive results often has the EL DORADO, ARK. most clients. One caution is always 1000 watts-1290 Kc KDMS in order: research results are no bet­ T E X ARK A N A, ter than the methods which produce Do you have the complete TV dic­ TEX.-ARK. 250 watts- them and the understanding of them. tionary in a condensed form, or re­ KTFS 1400 Kc Unless a client still believes in black prints thereof? If so, your subscriber Sell over a million* folks in the Delta­ magic, he should know that the an­ requests one copy. You may bill us ac­ South Arkansas and East Texas-by use swers to complex questions cannot be cordingly. of the Cotton Belt Group. One low rate dra wn from a hat, or without expense. JASON N. SILTON gives you blanket "not secondary" cov­ Silton Brothers In c. erage in this multi-million dollar mar­ With the burden of choosing the Boston ket! best advertising buy getting tougher *Primary .5mv every month for sponsors, some sim­ plified way of evaluating them is over­ due. Sindlinger believes the 24-hour COTTON e OIL e LUMBER Please send us one copy of the TV system, which he has been plugging dictionary as published in installments AGRICULTURE for years, is the best way out of the m recent issues of SPONSOR. ''The South'. BUllon $ Market" present media jungle. One thing is cer­ MARGARET KEMP Writ_Wlr_Phone Colton Belt Group taill : only general acceptance of the Radio Program Coordinator c/o XTFS time yardstick will prove him right or General Mills Inc. Texarkana, tex.-Ark. wrong. *** Minneapolis 52 SPONSOR order today

------I SPONSOR Publications Inc. I 510 Madison Ave., New York 22 I Please send me new leather binder holding 13 issues of I• SPONSOR 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 strong, 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 o Two binders holding 26 issues $7 I with each purchase of new binder. I 0 Payment enclosed o Bill me later • ~------~ A few bound volumes of the 1949 SPONSOR issues still available at $12.50 grateful to you, not only for including 5101 Madison' us in your story, hut for the sense you make. Our hat is off to ) ou again. Your Thanks a lot. WILLLnI GEIB I late.;;; t promotion piece-"TV diction­ Program Director I ary for Sponsor's" is further proof that you fellows again hit the hull's WABF Xew York eye. Could " 'f' please take advantage of this offer to have 25 more copies at We are delighted with rour article cost. "Is Beethoven Commercial?" in th e5 lUI ES SO;\,OHEI:\I J lIne isslIe of SPO;\'SOR. Prom otion Director Your comprehensive reporting pro­ WATV vides those of lIS who are broadcasting Newark, New Jersey " good music" with excellent material • An"' l\'('rinA: the hnnllr(' d o;;; o f r~ad~r inquiries r egat'(lin;:: SPC):\SOR'S TV Di('litlllary. ('onlpiled to add to oll r presentation to adver­ h,· 1),·r1.~rt Tru... SPO'i:"OR r .. pli.. t h at cop I ... tisers. still art" 3\'ailahlc frf"~ to 5 ub ~ f"ribtr s (limit. one). A .).litional ('opir", arc I.·f 25(' e ach; .~.·1-9 15r. If reprints of your artide are avail­ f" 3 C' h; ~() or r .. ore ] Oc (, 3 ch. able, we would like very much to have 50 copies. If such large quantities are TV FI LMS STORY not available. we would sincerely ap­ preciate your sending as many as you I imagine your mail IS frequently can spare. cluttered with letters of complaint In addition we would like to have a about this or that. . This is not one of dozen reprint copies of your exception­ those. ally fine article " Reading \'s. listening" I do want to express my apprecia­ report by Dr. Lazarsfeld. tion to you and your staff for their ve ry generous mention of Official Tele­ HORACE W. GROSS vi siun and its plans of action in your Commercial lIfanager re(,f'nt issue. 'Ve do appreciate ' this WFMZ public notice of the efforts we are mak­ A llentown ing to serve stati ons and advertisers with more effective prog raming mate­ GROWING HOUSE OF COMMONS READER rials. GROWING The representative you sent to call Please send me a copy of your issue on us with reference to the a rticlp was dated 22 May. 1950. I am enclosing extremely courteous and we were glad SOC to COWl' th e co"t of this magazine. GROWN to cooperate in his efforts to get facts A. L. SMITH, M.P. as WI' will at any time SPONSOR wants House of Commons to run a story involving prog rams on Oltau:a. Canada. tfQl(/1Put~KgJ~ film. MORNING PERIOD' I It i~II't fa ir to close this note with- out sa) ing that we thoroughly enjoy LOUISVILLE'S MR. SPONSOR PLUS ... pvery issue and look forward to its I would like a copy of SPO~SOR a 14.8 Over-all Audience arrival. which was p uhlished in the last two Increase Since 1949 W. W. BLACK or three months. rice President I am inter('sted in an article in this o fJicial Television Inc. publicati on in which you disc ussed ANOTHER BONUS ,Yew }'ork advertising programs for a Savings and Loan As:"ociation. The principal FOR ADVERTISERS ... media used hy this particular adver­

Special merchandising I GODFREY AND BEETHOVEN tiser was radio. I rpalize this is not

department for extra I \1 y l1Jind had already been made IIp much to go on, however, I hope you "ill able to find this issue for me. promotion of sales. I about ~ (' ndin g YOll a note and my COI1l- be I likc your magazine \,pry much. It • Janua ry, February, 1950 Hooper pliment:; for the d(~ lightful essay in the issu(' of S JUlle, IITing .Mar(ler's " The has proven very helpful in man)' 111- AM 5,000 Watts g re calIght lily eye, and 1I0W I KVAL OWNED AND OPER ATED BY THE MOBILE PRESS RE GISTER abo want to splld 111)' complimcnts and BrowTlsville, Texas NA T IONALL Y REPR ESENTED BY I thanb fo), til(' articlp it accompanied, The artide to ..· hlrh 'Ir, Smith ref .. r s i. titled THE BRAN HAM COMPA NY h)..ouis\,jlle"s ~Ir. S pon.'wr. '" It ran 2 January '" I ~ Bcf'lho\'{,11 ('ommer('ial?" \Ve're 1950.

54 SPONSOR READI NG VS . LISTEN ING NEWSPAPERS' USE OF TV

I llotiee from your 5 June SPONSOR We would be interested in obtaining that a ff'w copies of Lazarsfeld "Read­ any information you may have regard­ ing vs. listening" study are still avail­ ing newspapers' use of television. able. I would appreciate it very much :\11ss JAN GILUEHT if I could ha\'e two copies of the re­ JOliNBum &Co. Radio-TV Director print. Harold Cabot & Co BETTY W. HADDIX Boston allollt tile Timehuyer • R('udl' r Gilhcrt "ill h .. plca .. c d to know that The Biow Co. use of TV h~ 11('\\ "' papers is the subjcC't of a SaIL Francisco forth .. oming SI'O:\SOH s tu,I~- . HAVENS &MARTIN • T h e "RC'acl i ll f!: \'s. li~ t en i ng:· ' stull)' "'. ill he s ellt fret" to 5uLs('rih ers as l on~ as the s upply last s. FAR M FACTS HANDBOOK STATIONS RADIO IS GETTING BIGGER Recently we received a copy of your Farm Facts Handhook. Since we and IN "Radio Is Getting Bigger" is just our affiliates sponsor a number of what I've been looking for. Will it be radio programs in Indiana, we were RICUI\IOND possible to get 250 additi onal copies? naturally quite interested in a booklet If so, what cost per copy? devoted entirely to farm radio. I was J1M HAIRGROVE a little surprised that you failed to Manager WMnG - A ~1 mentiun the radio l"f'search done by KFRD Dr. H. Sandage who is currently at Rosenberg, Te:ras C. the University of fllinois. Dr. Sand­ • Radio·s role as a u 3c('co leratin g ad,'ert ising WCOD -FM n Jedilull is enlphasbw d ill the 32.pnge "Radio I s age did much of the pioneer work on Getting Bigger." S ing l e c o p ies ar c availabl e on re(ltlest t o 5u h scrihc r s. Adflitio n a I ('opies, $1 each . the diary method of measuring radio listening, and while at Miami Univer­ WTVR-TV sity made several radio diary studies ~;=~ both in rural and urban areas. At Har­ First Stations of Vir ginia vard University he wrote a book titled Radio Advertising For Retailers. WANNA J ust in case you ha ye not seen the results of some of his later work, I am SPIN enclosing a bulletin from the Univer­ sity of Illinois which describes some AWES radio research done in rural and urban areas in Central Illinois. In addition AROUND to this published material, they cur­ rently have underway at the Univer- I Scripts About Music

SPIDER (Ky.)'? sity a rather extensive series of radio It's the successful sponsor who diary studies. One of the purposes is ties together his programming about in­ to measure the effect of a station's of listenable music with a fresh, If you're bugged 1:'; i~ Spider bright and timely commentary. creasing. yourn saon W AVE , Bro- program on various programs. (Ky.), don't. c~ eaDlish - 'W e And hundreds of alert program tbert We a1n t s:"y audience up We have found the results of Dr. · d 't catch a . , producers everywhere are cash­ Just on ounta1ns. Sandage's study quite useful in devel· ing !n .~n B~n's "scripts about · h III tbar Ul f In t e ~BC trap or oping our own programing . and I l\IusIC. toUr l' d· Instead ~e ~e Retail Tra l~g merely wished to call his work to yo ur h LOUl.8v.l1e . al spius In B:~[rs Continuity Department t e VI AVE's sign f these attention if you did not already know Area. d cranoy 0 • serves its Radio and TV licen­ every n

3 JULY 1950 55 "

showing that actually more of tele­ a great truth da wns. yision's time is coming from other At this stage in radio and TV's aetiviti es than radio. For example, progress, trends are developing over­ the Sindlinger study reported in this night. New situations of note are de­ SPONSOR issue (see page 24) reveals that in the veloping overnight. Problems are peak evening viewing hours in Phila­ popping up like dandelions. And, by delphia more tha:1 twiee as much time and large, business is wonderful. is garnered by television from read­ SPEAKS The fourth FALL FACTS Issue will ing, theater going, eard playing, ete., mirror what's happening in July, what as from radio. we think will happen in September. The printed media weren't worried Out of the maze of questions staring a as long as the radio-hysteria period broadeast buyer in the eyes, our job held forth. But now that advertisers A is to ferret out the most meaningful are taking a more seientific look and ones, supply the most meaningful an­ the finger points at magazines and @' swers. Included wiII be sueh tidbits newspapers, you can look for a period %.. as what will be available, time and of printed media unrest. program wise, on radio and TV net­ But that will pass, too. Magazines Is reading obsolete? works this fall; the outlook on rates; and newspapers will remain important a special section titled "Air Power" When Andrew Heiskell, publisher of media. We believe they'll eontinue to which provides tangible evidenee of Life, labelled his 12 June speech at grow. At the same time, radio is get­ the sales effectiveness of radio and MIT "Is reading obsolete?" he was ting bigger, too. television; the reasons behind the spot touehing on a point that is sorely vex­ boom; the trend toward marginal ra­ ing magazine and newspaper people. The sponsor wants to know dio time; a big foldout TV map in­ It's all linked with the general con­ When SPONSOR introduced its first eluding many of the most vital facts fusion engelldered by television's pow­ FALL FACTS Issue in July 1947 that every sponsor requires. These are er to draw the family into its orbit. there was plenty of reason for a sin­ just a sample. Of course reading isn't obsolete, any gle issue that would help sponsors and How well SPONSOR interprets the more than radio is obsolete. And Mr. their advertising agencies get oriented trends, provides the answers, furnishes Heiskell doesn't assume for a minute with respect to fall buying. the tools remains to be seen. But this that it is. The first issue had its plaee. So had we know: the need for a FALL FACTS The printed media fraternity is the seeond, and the third. But as we briefing was never greater; we've never worried because initial studies are huzz around getting set for our fourth worked harder.

Applause ·

Radio: sales Samson guidanee of Resea reh Analyst Joseph zofT in Detroit: B. Ward. Advertisers and ageneies "It is today, more than at any pre­ Like the bottled genii in the Aladdill will soon have an opportunity to decide vious time in history, a powerful, flexi­ story, hard-hitting proofs of the re- whether radio is as powerful a selling ble medium with a sales power limited markahle selling impact of radio are foree in other areas as in the North­ only by the ingenuity of the people coming forth at th e very time when west. SPONSOR has eheeked the first who use it. The biggest radio success radio needs them most. tests and is impressed with their im- stories are still to be written." In Seattle, Washington, the newly- partiality, equality, and astonishing SPONSOR, going about its daily job formed Adverti sing Research Bureau, si mpliei ty. Not least impressive are of analyzing the effectiveness of the air rnc., has devised a n ingcniously use- the down-to-earth eomments by cus­ media, knows that radio is getting big­ ful technique to determine the efTet:- tomers (immediately following pur­ ger. What has obscured a clear view tiveness of adverti sing nwdia right 3t chase) on why newspaper or radio of radio's true dimensions? Why must point-of-sale. I n the first 16 pilot tests, pulled them in. it fight to eonvinee advertisers that its each of which ("omparf'd newspaper A t the AF A Convention in Detroit force goes on unabated? Perhaps the and radio 0 11 a dollar for dollar basis, latf' in May, J. S. StolzofT, vice presi­ maze of ratings and coverage analyses radio nutstrippf'd newspapf'rs nearl) dent of Cramer-Krasselt, Milwaukee, are partially responsible. We suspect two to une in the number of people and a leading purehaser of hoth TV that the terrifically potent salesman­ pulled into the stores; nearly three to and radio advertising, pointed out ship of the Bureau of Advertising of one in dollar vo lume sales. In everY that those in the know are using radio ANPA has more than a little to do case Imt one radio outpull ed ncw!'pa- inereasingly as a direet-sales and near­ with it. pf'rs. direc t sales tool. He foresees an ex- But you can't obseure the spotlight AH HI is extending its point-of-sale pans ion of radio advertising, particu­ of truth. And it's shining on radio survey method nationwide, under thc larly 0 11 a loeal level. Said Mr. Stol- now.

56 SPONSOR 7he KMBC -KFRM Team WtNsAS8In.1

The Spring 1950 Kansas City Primary Trade Area Survey-a coincidental survey I of over 80,000 telephone interviews in one week by Conlan - just off the press­ I shows The Team even further ahead of its nearest competitor than a year ago! It is one of the most comprehensive listener st udies ever made - and one of the most revealing. Together with the Fall 1949 Kansas City Primary Trade Area Survey-an aided ~ recall survey made through 2,122 personal interviews at the 1949 Missouri State Fair, Kansas State Fair and the Kansas City American Royal-it provides irref­ utable proof of The Team's outstanding leadership. Yes, current proof, not moth-ball evidence. The KMBC-KFRM Team with Coverage Equivalent to More than 50,000 WATTS POWER! Yes, The Team covers an area far greater than KMBC alone, at its present location, could cover with 50,000 watts with the best directional antenna system that could be de­ signed. With half-millivolt daytime contours Daytime half-millivolt contours shown in black. tailored by Jansky & Bailey, America's fore­ most radio engineers, to enable The Team to THE TEAM AGAIN WINS fIRST I effectively cover Kansas City's vast trade ter­ ritory (a rectangle-not a circle), The Team Spring 1950 Kansas City Primary Trade Area offers America's most economical radio cover­ Radio Survey, just completed, shows KMBC­ age. KFRM far ahead of all other broadcasters try­ Contact KMBC-KFRM, or any Free & Peters ing to serve this area. "Colonel" for complete substantiating evidence.