~" GUST 1949 • $8.00 a Year I Radio a udience: 1949-p. 21 RECEIVE rering farm commercial-p. 30 ~~~~ Chicago laundry story-po 24 How to sample a vacation-po 32 Even now before B. C. the G. we 're packingJ'em]in!

Yes, even before Bing Crosby comes in with the spec­ For Fall booking with plenty of punch take note of tacular new CBS lineup in the Fall, WHAS listener­ the WHAS audience ratings before Bing ... add the ship figures are zooming ... outstripping all other Groaner ... then figure in the rest of the great CBS stations in the rich Kentuckiana market. Fall Lineup. It proves WHAS the gilt-edged, rock-solid buy of the '49 Kentuckiana Fall Season. 111 tlte last year WHAS was the ollly Kelltuckialla *Source: 47-48 and 48-49 Winter-Spring Reports_ station to increase its roster of top Hooperated pro­ grams momillg, aftemooll AND e'JIening!* ~ COFFEE CALL is an audience participation ~ show with prizes from participating sponsors. Credit this to the happy combination of CBS pro­ It has won 2 national awards: NRDGA National Radio gramming and WHAS shows. "Coffee Call" is a good Award ("the best woman's program") and CCNY Award example ... an aromatic blend of enthusiastic house­ of Merit ("most effective direct-selling program"). Talent; M,C, Jim Walton, organist Herbie Koch. Spon­ wives in the WHAS studio plus thousands of buy­ sors: Delmonico Foods, Louisville Provision Co., Van minded housewives in Kentuckiana homes. Allmen Foods.

Come This fall, choice seats ( a vailabilities " to YOll) for the Creat WHAS-CBS Show will be hard to find. Reserve YOllrs now.' Call YOllr PETRY man.'

50,000 WATTS 1A CLEAR CHANNEL 840 KILOCYCLES VI CTOR ,\, SHOLIS. D irector J, ,\I.\C \X '),;\;:'\', 5.1/('5 [)ilwtor

THE ONLY RADIO STATION SER J' /NG AND SELLI,\,'G ALL THE RI CH KENTCCKIANA MARKET fCEIVED

AUG 2 1949

NBC GENERAL LIBRARY 1 August 1949

Senior webs to use CBS a n d NBC f all p r om otional campaigns will be different than any new promotional thus f ar attempte d by eit her chain. NBC will avoid ratings and con­ approach this fall centra te on "effectiveness," CBS will stress #1 and low-cost Colum­ bia audiences. Ba ttle wi l l be g o od for broadcasting. -SR- Toni passes Toni in five yea r s has sold over 70,000,000 permanent wave kits, 70,OOO,OOO-wave changed women's home c are o f hair, and currently d oes 1.3% of total sales mark wholesale drug business a n d 1% of total retail drug-s tore business in U.S. Drug outlets h a ndle over 10,000 i ndividual items, which makes Toni's 1% even mo re a mazing. Toni is still a prime user of b roa dca st adver tising. -SR- Bulova leads Study , made by Advertest Research , o f commercial effectiveness on TV commercials TV, pla ced Bulova firs t , Philip Morris second, Hi-V third, Chevrolet fourth , Lucky Strike fifth. - SR- Italian and Polish Setup to help sponsors r ea ch f o rei gn-language markets of United broadcasters to States is well un ~e r way . I tal ian and Polish are first lan guage sell as group groups served by b r oa d cast i ng t o be available as a package in all metropolitan mark e t s . -SR- Camera dealers Interest of ca mera dea l ers in broadcast advertising is seen through buy Bell and their purchase of Bell a n d Howell transcribed announcements featur­ Howell transcribed ing Hollywood stars . Price i s $5. Most dealer transcriptions are breaks made available wi thout charges. -SR- Bread broadcasting Wha t strike does to brand-buying i s indicated through WOR (N.Y.) to regain pre-strike s u r vey of adver tis e d b reads i n homes, before and after strike. Non­ status quo s triking Silver cup , among t op five prior to strike, was found in half the homes after settlemen t. Other four--Bond, Tip Top , Tays­ tee, and Wonder--are fighting via broadcasting to regain leadership.

-SR- Retail and service Indica tive of local- retail sponsor trend towards saturation broad­ advertisers swing cast advertising is Texas Engine Service schedule on KNUZ, Houston. to saturation Texa s Engine buys 6 qu arter-hours, 2 half-hours, 70 time signals weekly. -SR- TV broadcast Despite decision by FCC to place part of TV in UHF, it will be some advertising un­ time before it bec ome s important in life of TV viewers. Television changed this fall a dvertis ers c an forg et it contributing to or detracting from visual s e r v i ce fo r c oming season.

SI'ONSOH. ,"olum,' 3. :-io. l ~. 1 AU~lSt. 1!IH. Puhli,hed biwpeh1y by spoxson Publieation, Inc .. 3110 Elm. ilaltimore 11. ~ld. Executive. Adlel'tising. Editorial. Circulation Ot!l"ps ~I) \\'. 52 St.. X. Y . J!I. $X a year in P. S. $9 elsewhere. Entered as secotld class matter ~9 .January 19~ 9 at Baltimore. ~ld. post office tmder Aet 3 :'Iarch IS7g.

I AUGUST 1949 - -- - REPORTS ••• SPONSOR RE PORTS ••• SPONSOR ~

- - -

-SR- WJR cuts cut-in Making localizing of network programs easier and less expensive, charges WJR, Detroit, has set pace for the industry with flat service rate f or local cut-ins regardless of time of day, rather than charge h igher announcement fees.

-SR- Flour competition Flour organizations are facing fact that U.S. processing facilities to hit new high are 50% in excess of those required for domestic consumption. With in 1949-50 continental grain-growing areas cutting down Europe's demand for American wheat, competition for business will be toughest it has been in past ten years. Result is that millers like Pillsbury (adding sponsorship of "House Party") and General Mills (adding TV version of "Lone Ranger") will be spending more ad-dollars than ever before in 1949-1950. They'll be diversifying products also. General Mills will introduce its Betty Crocker automatic toaster this fall.

-SR- Radio still Most estimates of advertising expenditures for 1949 place radio in third ad third, as it was in 1947 and 1948. Direct mail continues first place with double the money spent on air. Newspapers continue in sec­ ond place, crowding direct mail closely.

-SR- Rice group History of successful rice broadcast advertising in Puerto Rico studies Puerto is being studied by Rice Consumer Service. Product hasn't re­ Rico story ceived much air attention in U.S., but radio has moved great quantities in PRo Rice crop in U.S. will be double in 1949, and producers must increase U.S. consumption.

-Please turn to page 40-

capsuled highlights IN THIS ISSUE

Radio delivers the greatest audience and page 21 Radio production departments in agencies page 36 the greatest show on earth. Some ideas of its lose money. The Mr. Sponsor Asks question dimensions are presented in the newest BMB is WHY? report. Minute TV station breaks are N.G. SPON- page 48 Small retailers can combine in associations page 24 SOR's report on this phase of visual adver- and use broa.dcast advertising within meager tising explains why. budgets. Dealer co-op advertising from the sponsors' page 26 point of view. What it can do, and why it IN FUTURE ISSUES belongs in a radio advertising budget. The "tear up the rate card" problem. 15 Aug. Advertising agency publicity depart- page 28 ments: their place in the broadcast advertising Research porHolio for a sponsor. 15 Aug. picture. The 4-network promotion outlook for the 15 Aug. Pinpointed commercials are not being writ- page 32 fall. ten. How badly the agencies are faltering is reported in a SPONSOR-University of Okla- Who's selling broadcast advertising 29 Aug. homa study. short?

2 SPONSOR , SPONSORS REPORT ••

Just talked to Bill Peterson on the telephone and, as usual, he took a considerable amount of time telling me what you are doing in the way of helping us promote our radio programs on Station KALL and all the rest of the Intermountain Network. •

Believe me, I would be remiss in my duties if I did not devote a portion of this letter to telling you that last year's business throughout the areas covered by the Intermountain Network was excellent and great progress was made.

We feel that one of the principal reasons is because of the outstanding coverage the Intermountain Network offers to its clients and particularly the wonderful merchandising and promotional activities conducted by your men.

There is nothing I can say that would adequately express my organization's appreciation \to you for this cooperation.

Yesterday I spoke to Mr. E. M. Finehout, our Vice President in Charge of Sales and Advertising, and he said, by all means we owe you one thing -- thanks for some real cooperation.

W. J. TORMEY Sales Manager Branch Offices WHITE KING ,SOAP CO.

21 HOME TOWN MARKETS COMPRISE THE INTERMOUNTAIN NETWORK UTAH WYOMING .'. THE INTERMOUNTAIN KALL, Salt Lake City KVRS, Rock Springs KLO, Ogden KOWB, Laramie KOVO, Provo KOFN, Casper KOAL, Price KWYO, Sheridan NETWORK Inc. KVNU, Lagan KPOW, Powell KSVC, Richfield KSUB, Cedar City MONTANA KBMY, Billings IDAHO KRJF, Miles City KFXO, Boise-Nampa KMON, Great Falls KFXO-FM, Baise-N ampa KOPR, Butte KVMV, Twin Falls NEVADA KEYY, Pocatello National Representative, KID, Idaho Falls KRAM, Las Vegas ~iIt4f~nc. No"" York Ch;(ogo 101 Angol.. San Francisco Atlanta

.. ~:: "

I AUGUST 1949 3 411 '''est 52nd

VOl. 3 NO. \S "LET'S SELL OPTIMISM " On pages 40 and 41 of the 4 July issue of your fine magazine. \\ e read with interest your "Open Letter to Bill Rine, WWVA." SPONSOR REPORTS We are in hearty accord with the 40 WEST 52 4 idea of a series of announcemellts beamed at business men and consum· 10 OUTLOOK ers in regard to the "'Let's sell op· MR. SPONSOR: ROBERT J. PIGGOTT 12 timism" idea. \Ye feel strongly that half of our NEW AND RENEW 17 present trouhle is due to fear, and wish to do our part to dispel it. P.S. 19 THOMAS M. COLTOi\ RADIO AUDIENCE: 1949 21 Commercial lI1allager W ARE, Ware. lIJas s. CHICAGO LAUN DRY STORY 24

THE DEALER CO·Op $ 26

HOW DOES YOUR PUBLICITY GO? 28 WMIQ. Iron l\Iountain, l\Iichigan. plans to extensively promote '"Let's FALTERING FARM COMMERCIAL 30 sell optimism:' We think the idea is terrific! HOW TO SAMPLE A VACATION 32 M. R. BALDRICA MR. SPONSOR ASKS 36 Program Director WMIQ. /rOil Moulltaill, Mich. 4·NETWORK TV COM PARAGRAPH 43

THE TV STATION BREAK 48 IN HOOPER

TV TRENDS 50 Your recent "Let's sell optimism article and open letter hit us squarely CONTESTS AND OFFERS 60 \\here we need hitting. IN THE SOUTH'S May I suggest that your office act SPONSOR SPEAKS 62 FIRST MARKET as a trading post for announcements APPLAUSE 62 on this subject so that all interested stations may do the most effective job. We would appreciate reCelVlJ1 g the U. S. statistics to help us \nite our To sell Houston announcements, and, of course, I will send you copies of announcements. and the great Thank you for promoting an idea which sh ould 110t only help our busi­ Gulf Coast area ness, but also our community and

STEPHEi\ W. RYDER Buy KPRC Statioll lIIallager WENE alld WENE-FM FIRST Ellr/icoll, N. Y. In Everything

Published biwpekly by SPONSOR PUBLICATIO NS INC. that Counts Executive. Editorial. and Adve rtising Offices : 40 W f st 52 Street. N ew York I n. N . Y. T elephon e: Pla7.a 3·r." R Chicago Office : 360 X . :lIi('hi gan A,·en ue. T" lephone: F J · In glancing through the 4 July issue nancia l J55r.. Publication Offices : 3IlO Elm. Baltimore II. ~1<1. Sub"cription s : U n ited Statt's $8 a year . ('anada a nd of SPOi\SOR, I noticed the open letter to foreign $!" 8 in r.:}p cop it's 50(', Pl"int ~ d in Ll. S. A . C OJl ~·­ r igh t 1!14~. Bill Rine, W\VVA. on selli ng optimism. S P ONSOR PUBLICATIONS INC. I think it is a very good idea. and Pr(>si dt'n t a nd PllhIbher: Xorman H. Glt·nn. ~ e(' re t a r:\' ­ T rea~ll n'r: E la illfl ( '011J)f" T Gl f' nn . Editor : J oseph :\ 1. \\' ould like to ha\'e the U, S, Statistics K oeh l ~r. A s:;ol'intp };dit OT 5\ : Fra nk Bannist(,T. (' h ~ r l p ~ Rilll'lail'. nan Hi I'lI111n n. Eflitorlal lJppartment: St t'lla you mentioned at the end of the letter. Braulwr, .1 o~(' D h C;ould. Ar t Virf'ctor: H owa rd " ·(·rhsJer . f(P~fuSTON AdveTti:ii ng Din'ctor: L p!o; ter J. Hlnnw Jlt hal. Ad \" erti:-; ing WATT~ D pJ)nrtm('nt: ),1. If. L l'1Uan :.t. H ~a tl'i ('e T llrn t> r : ( 'hirl1J.!o WILLlAl\l P. \"RITE 950 KI LOCYCLES • 5000 :\f a n a"n·'r: .leTr.\" (; l~·nn . J r . ( 'ir':'1l1 a tioll ) f HIl :1ger: :\filton 1\" 8.\"('. Circulation Ih'JJRrtlw ·nt : ~ f a rd a Chinitz. l';mily Gelleral illallager NBC and TQN on the Gulf Coast Cutillo. XN'I,(·t al"Y t o P ublishflr : Al1 l!u:-;ta ~h (> arJll a n. KP]B, lIIarshalltou'lI , la. I ('0\'1-:11 PI< 'T fT HI';: The trall "crihe!l " ('i,('o K id" i. Jack Harris, General Manager jll ... t on f' flf til(> }nuulrNl s of W8 Y.i' hl" o ad ('a ~tin~ is ron · (Please til TIl to page 6) !o\tantly !'£-llin g the outdoor's, vacations, a nd tr8 w'1. Represented Nationally by Edward Petry & Co. ~------~ IS TH ERE A DOCTOR IN THE HOUSE?

We mean a eeSpecialist," not a general practitioner. Radio and Television are highly competitive media. And since they began to vie for the advertising dollar, there has been an urgent need for eespecialized" representation of each.

On the proven" theory that one man cannot efficiently serve two masters, Blair-TV, Inc. was born.

We are specialists ... TV sales specialists devoting 100 percent of our energy and talents to the sale of television time and programs.

Blair-TV, Inc. has developed its own sales technique which will Inean more dollars for TV Station owners.

il'Iay we tell you about the Blair- TV ~~ Ten-point Sales Plan?"

Write BlaIr-TV, Inc., 22 East 40th Street, New York 16, N. Y.

BlAI INC. NATIONAL REPRESENTAnVES OF ". LEADING TELEVISION STATIONS

NEW Y 0 R K • CHI C AGO • 5 T. LOU IS. D E T R 0 IT. LOS A N GEL E. 5 • SAN , RAN CIS C 0 - 4tJ tVest 52nd

(Con tinued from page 4)

We are heartily in favor of yo ur I "Let's sell optimism" campaign. TOM MAXWELL i Managing Director I WIBB, Macon, Ga.

We are very much interested in I yo ur " Let's sell optimism" campaign, and would like to join you in the project. JEANNE TERRY (MRS. ) ! WTTH and WTTH·FM i Port Huron, Mich . I We here at KMCM are definitely in· I terested in an aggressive " Let's sell I optimism" campaign, and honestly be· ; lieve that any station that gets behind such a campaign will achieve results. I, WE QUOTE WITH PRIDE­ Lou GILLETTE "This is the first year that we Mana ger have been able to 'meet the de· KMCM, McMinnville, Ore. ! mands of all tlw farmers who ealled on us. Approximately 1,600 persons reported for work We, here at WBBC, feel that the who had h eard the announce· "Sell optimism" campaign is as great I ment on WIP." a thing as has come along in a long PENNSYLVANIA STATE while. EMPLOYMENT SERVICE­ L. GEORGE GEIGER I United States Employment Service Production·Promotion WBRC, Flint, Mich I The staff here at WDZ is very much interested in your " Let's sell optimism" ! idea. Your open letter in the last issue of SPONSO R coincided in thought with a campaign we have already begun. So send along those U. S. statistics. I We'll use 'em. EUGEl.\"E DORSEY I Continuity Dept. WDZ, Tuscola, Ill.

! 1 read your open letter to Bill Rine, of WWVA. Oll your optimism cam· paign with a great deal of interest. Please include WLAN, in Lancaster, as ! one of the participants in your cam· paign. i We all hear a great deal of pessimis· tic talk around us these days- we hear it from our neighbors, from our asso· ciates, and from many of our news commentators. We also read a great

6 SPONSOR deal about it daily in our newspapers. I We hear so much about the coming depression or recession, and have been warned so much about it that we ex· pect it to come any day now. You I know you can talk yourself into almost anything, and most of us have already been talked into a corning depression­ right or wrong. I think radio has a great oppor­ tunity to spread optimism, and WLAN is going to try to do it here in Lancas­ ter. We will try to erase some pessimis­ tic talk and economic jitters in our territory . Yes, WLAN is going to try to get people back to the bright side and the optimistic side of thinking. Congratulations on your campaign - count us in and please send us any further information for our use, here on WLAN. JOHN D. HYMES Assistan t Manager W LAN, Lancaster, Pa.

Noted your "Let's sell optimism" spread with great interest. I have re­ ferred several other station managers to the 4 July issue of SPONSOR. I would like to put on a concerted campaign along the lines you set forth. FRANK M. DEVANEY General Manager WMIN, St. Paul, Minn. Casting or Castigating, He Never Lets Your "Let's sell optimism " appeals to us, too. The Big Ones Get Away Thanks for the tip-off on a nICe idea. It may be all quiet along the Patuxent during peaceful J. A. BLACK fishing hours .. but when his "top of the news from Program Manager Washington" broadcast rolls around in early evening WGH, Norfolk, Va. the situation changes. Never one to be misled by a tranquil surface, he drops his inquiring line into hidden depths-and reels in many an interesting catch. We here at WREN are mighty en­ thusiastic about your excellent "Let's As one of the networks' best known news commentators sell optimism" campaign. Our big guns he casts a nightly spell on some 13,500,000 weekly listen­ are aimed and ready to fire, once we ers. Even his severest critics acknowledge both his have the ammunition necessary. Be influence and his contributions to national welfare via assured that we're 100% in this very his exposes of abuses. worthwhile venture. His broadcast- the Fulton Lewis, Jr. program-is cur­ W. P. YEARO UT, JR. rently sponsored on more than 300 stations. As the Promotion Manager original "news co-op" it offers local advertisers network WREN, Topeka, Kan. prestige at local time cost, with pro-rated talent cost.

Since there are more than 500 MBS stations, there may Your "Let's sell optimism" idea IS be an opening in your city. If you wa nt a ready-made an excellent one. audience for a client or yourself, investigate now. WORTH KRAMER Check your local Mutual outlet- or the Co-operative Assistant General Manager Program Department, Mutual Broadcasting System, W JR, Detroit 1440 Broadway, NYC 18(or Tribune Tower, Chicago 11).

AUGUST 1949 7 overwhelming .. ·

(but not surprising)

Throughout Intermountain America.

KSL is the listeners' choice by more than 3 to I!

KSL captures the biggest audience in 68.1 0/0 of the total 532 weekly quarter-hours!

KSL wins nlore than twice as many 4'firsts" as all other Salt Lake City Stations and Regional Networks combined! !;-. ~~ --

That's the gist of the most far-reaching and complete study ever made in KSL's 74-county unit BMB Audience Area.

Conducted by Benson & Benson, Inc., independent research organization, this new Listener Diary presents sterling-silver proof that KSL is ahead by an overwhelming majority in a market where a million of your customers spend one billion dollars a year in retail sales.

If you want to stay way ahead of your competition in Intermountain America, call us or Radio Sales. And discover how 50,OOO-watt KSL gets you more customers at less cost per : ~~ \ I customer than any other station \ I{SL

or regional network. 50,000 WATTS - CBS SALT LAKE CITY \/) ~' , - / '''' ...... ~ ~ ~~ .,.. ,.. ,' ,,; ' -:/-01" • • • FARM SE RVICE Farm Bulletin Board (daily) • Farm World Today (daily) • Dinner Bell Time (daily) • This Farming Business (daily) • Prairie Farmer Air Edition (daily) • Daily specialist from Board of Trade (grain markets) • Remote broadcasts direct from Union Stock Yards (twice daily) • Weather reports direct from U. S. Government Weather Bureau • Temperature and humidity every station break • Such special features as "Your Land and My Land;' "Visits with Med Maxwell;' "Great Stories

... ~o:::- _ . About Corn:' • • • Trained Agricultural Ed itors: Arthur C. Page Paul Johnson Larry McDonald Ralph Yohe AI Tiffany Bill Renshaw Lloyd Burlingham Gladys Skelley Bill Morrissey Frank Bisson Dave Swanson

••• IMPORTANT AGRICULTURA L GUEST SPEAKERS AND INTERVIEWS • • • REMOTE BROADCASTS FR OM AGRICULTURAL EVENTS

~s:" More reasons w hy farm folks all over Illinois, Indiana, Michigan a nd Wisconsin listen more to WLS ... a nd to our advertisers. For details, write Sales Manager, WLS, Chicago 7, or see a John Blair man.

890 KILOCYCLES, 50,000 WATTS, AMERICAN AFFILIATE. REPRESENTED BY JOHN BLAIR AND COMPANY. I AUGUST 1949 " For Profitable Selliug 'lIlt IKvtlr~

.J..~lr. Sponsor I Advertising Manager The Grove Laboratories, Inc., St. Louis

l nJike man) closely-held, family-owned corporations, the term "consen'ative -, doesn't exactly fit T he Grove Laboratories_ Inc. Neither does it fit youngish (under 40) Bob Piggott, whose job is to see that the frequency and concentration of Grove's selective advertising delivers the right kind of circulation at the lowest cost. "Aggressi,·e. but sound" is the way the Grove executive group regards its operation. The company has made money over the years and progressively increased its tangible net worth. which reached in 1948 over. 2,750,000. With Grove's recent acquisition of the F. W. Fitch Co., Des Moines, la., Piggott's responsibilities are greatly enlarged. In addition to his selective operation he now has under his wing The Slwdolt', Mutual network show co\'ering the country for Fitch. except in the Blue Coal area (a dozen states on the Eastern seaboard). Piggott will keep a sharp eye on the network program, just as he has on Grove's selective campaigns. Some ad-managers get the most from their programs by meticulous attention to detail. Other executives kllow what they want and how they want it, but put the responsibility of getting it done up to specialists on their ~taffs or at their agencies. That's Piggott's way and Gro\'e's agency (Harry B. Cohen Adver­ tising. Tew York) likes it that way. Grove philosophy abhors the static in operation as well as in in­ di"idual thinking. The only real setback e,'er reported was in 1946 whell the company suffered a net loss attributed to writing ofT obsolete Clair R. McCollough and cliscontinued li nes, while actually earning a net profit from opera­ Managing Director tions. During the three years Piggott has dirpcted Grove ad\'ertising. the fi I'm's vigorous selecti"e campaigns ha\'e sparked a strong demand

Represented by for all its products. When Grove combed the field for an ad-manager to fit their exact­ ROBERT ME EKER ing specifications, they let it be known they were interested in a man ASSOCIATES to whom agency problems, including med ia huying and research. los Angeles New York were no mystery. Hill Blackett Co. (Chicagol_ BBD&O (Chicago), San Francisco Chicago l\eeclham, Loui~ and Brorby (Chicago) had contributed account, STEINMAN STATIONS media, and research experience to a young executi\'e named Bob Piggott.

12 SPONSOR '. :}~1 ,.;

.; ~

Unusual city, Duluth. Not the country's largest market, hut one of the hest for business. That's hecause Duluth is a stahle market. It's populated essentially hy mid­ dle class folks, whose Spend Ahility isn't affected too much hy the \"agaries of comli­ tions elsewhere in the nation. The man next door may work in the steel mills, or on the railroad, or on the coal docks. Or he may he a white-collar executi\"e. But he's the man next door. H e lives in much the same kind of house, lives much the same kind of life, does lUuch the same kind of spending. Be sure Duluth is on the list for your next campaign.

DULUTH-SUPERIOR * KDAL WEBC * MINNESOTA WISCONSIN NBC CBS

1 AUGUST 1949 13

Ever try home-grown talent?

It scared a Cincinnati greeting card manufacturer.* He thought buying a local live talent show in a far-off market-Boston-was like putting his head in a lion's mouth ... too risky.

Until Radio Sales showed him it wasn't a gamble at all.

A Radio Sales Account Executive played him an audition record of "Uncle Elmer's Song Circle" on WEEr. Pointed out the natural tie-in between his sales story and the show. Furnished him with proof of its pulling power. The payoff ...

The manufacturer bought this WEEr local live talent program. And his New England sales hit an all-time high! That was four years ago. He's still on-because sales are still climbing.

No wonder national spot advertisers now sp~nsor more than 750 local live talent broadcasts each week on the stations represented by Radio Sales. Their sales curves prove that you can get a sales-effective performance with local live talent supplied by Radio Sales. Without a bit of a risk.

* A real life story RADIO SALES Radio and T elevision Stations Representative ... CBS

Radio Sales represents the best radio station-the CBS one of course­ in Boston, New York*, Washington, D. C., Philadelphia*, Richmond, the Carolinas*, Alabama*, St. Louis, Chicago, Minneapolis-St. Paul, Salt Lake City*, Los Angeles·, San Francisco, and the West Coast's leading regional network. (*And the best TV station in these markets.) N o o 0 k

The only established Women's Show pro­ duced in Wichita is E. J.'s Notebook on KFH. The program features items of interest to women with participating announcements for advertisers who want to reach a TOP audience of women. E. J.'s Notebook has been aired regularly for a decade. The show has a natural animation, skillful script and a delightful personality that clicks. Ethel Jane King, KFH Women's Editor, is currently emcee for the show and she ·has sold everything from soap flakes to diamond bracelets on the air. Program content includes sparkling interviews with celebrities, per­ sonalized comments on styles and trends of the day and announcements of meetings, clubs and concerts of fascinating interest to her loyal audience. Call your Petry representative today for availabilities. KFH - FM For el'idence of TOP programing on KFH, see any Petry man. 5000 Watts -ALL the time CBS RlPRUlNTlD NATIONAllY IY lDWARD PlTRY & CO., INC. WICHIT

16 SPONSOR I Al'GUST 1949

---- Neil) ""d ,eeoewoS ~ THESE REPOR I) APPEAR IN ALI[RNA 1 E ISSUES

New on Networks

SPONSOR AGENCY NET STATIONS PROGRAM, time, start, duration

Adam Hat Stores Inc Weintrauh ABC 260 Drew Pearson; S un 6-6: \.'; pm; Sep I; 52 wks American Tohaccn Cn Gumhinner CBS 172 Lea\'e It to Joan; Fri 9-9:30 pm; Sep 9; ;'2 wks nBD&O NBC 163 Light-Up Time; MTWTF 7-7: 1;; pm; Sep ;;; ,';2 wl{s B1nck Drug ('0 Cecil & Preshrey CBS 149 Burns & A llen; Wed 10-10:30 pm; Sep 21; 52 wkg nruner-Ritter Inc Raymond Spector ABC 187 Unannounced; Sun 9 : 30-10 pm; Sep ,I; 52 wks G rnve Lahoratories Inc Harry Cohen MBS The Shadow ; Sun :;-5:30 pm; Sep 11; 39 wks Pillshury Mills Inc Leo B urnett ABC 216 House Party; MTWTF 12-1 2:30 pm; Sep 19; 52 wkg nalston Purina Cn Brown & Bawers MBS Checkel'hoard Jamhoree; MT\VTF 12: 1:;-12:30 pm; 26; 52 wks Serutan Co Roy S. Durstine ABC 57 Victor Lindlahr; MWF 10: "1:;-\1 pm ; Sep ;,; 52 wks Southern Baptist Convention Liller, Neal & Battle ABC 130 Baptist Hnur; Sun 3:33-4 pm ; Oct 2; 52 wkg \Vilson Sporting Gonds Co Ewcll-Thurher MBS All-Star Foothall Game; Fri Aug 12 9:30 pm to conclusion

Renewals on Networks

SPONSOR AGENCY NET STATIONS PROGRAM, time, start, duration

Emerson Drug Co BBD&O CBS \.,5 Inner Sanetunl; Mon R-R: 30 pm; .luI 2.1; 52 wks Goldseal Co Camphell-Mithum CBS 170 Arthur Godfrey Show; MT\VTF 10:30-10 : 4:; am; Aug 29; 52 wks Lutheran Layman's League Gotham MGS Lutheran Hour: Sun 12:30-1 pm; Sep 25; 52 wks Sterling Drug Inc Dancer-Fitzgerald-Sa m pIe CBS 1:; 0 Mystery Theatre; Tu 8-8 :30 pm; Aug 3 ; ;')2 wlis CBS \.50 Mr. Cameleon; Wed X-8: 30 pin; Jul ....~ . ;")2 wits ABC 20,\ My True Story; Tu & Th 10-10:\.5 am; Jun 7; 57 wk s

Sponsor Personnel Changes

NAME FORMER AFFILIATION NEW AFFILIATION

Rohert N. Baggs RCA Service Co Inc, Camden N . J., consumer prods sen 'ice s13 mgT James A. Barnett Lever Bros Co, Chi., VP. gen mgr Same. vp in chge a:h- Alberta Boutyette Bonwit Teller Inc, N. y,. art dir Sante, ad" dir James C. Carmine Philco Corp, Phila •• vp Sain e, e:x.ec vp George H. Davis Rexall Drug Co. L. A., mgr packaged medicine Saine, gen sIs mgr dept John F. Des Reis Ronson Art Metal \ Vorks Inc, Newark N. J., sIs Sanle, sIs mgr mgr export dept Burton Durkee Kaiser-Fraser Corp. Willow Run Mich, ad,' dir Gerhard Exo Day, Duke & Tarleton, N. Y .. mdsg dir, acct General Foods Corp (Diamond C rystal Salt di\'), N. Y " ad". e."

• '" n ....,;t iss .. ,.: ".(»1(' fll.d Rt>nf... ·,.d 011 ., ·,.tn·o,·I.s. SPOIl."W'· '-... ,·sf,,".,.1 CIUIl'gf>S • •Vntio.u.I n"ondenst Snl t>s E.,;,.elltir'''' CI.angf· .... " ' f'If' Agf"U'VI l l,llloiltll,,·"tS National Broadcast Sales Executives (Personnel Changes)

NAME FORMER AFFILIATION NEW AFFILIATION

I{obert I. Foreman 'VLDY, Ladysmith 'Vis., slsman Same, sis mgr U. A. Latham W I(){C, ('inci., gen sis mgr WKRC-TV, Cinci., gen sis mll"r Hartley L. Samuels Lancer Productions, N'. Y. 'VFDR. N. Y., sis dir Guy 'Vadsworth WONE, Dayton. 0 .• ~Is staff WLWD (TV), Dayton 0 .• lis dir Leslie P. Ware KX L'V, Clayton Mo .• exec dir Same ...I s dir

New Agency Appointments

SPONSOR PRODUCT (or service) A GENCY

American Home Foods Inc. N. Y. George Was!lington prods Ted Bates. N. Y. Associated Iron & JlIetal Co. Oakland Calif. Bldg. supplies Ad Fried, Oakland Calif. Astor Thcatre. N. Y. Movies Donahue & Coe. N. Y. Banl,er" Life & Casualty Co, Chi. Insurance Weiss & Geller. Chi. Barton's Bonhonnie re Inc. N. Y. Candies United, N. Y. H. R. Basford Co, S. F. Electrical supplies distrihutor Beaumont & Hohman. S. F. Big Bear Land & Water Co. L. A. Peter Pan Rancho Club lots Raymond Keane, L. A. Block Drug Co, .TerRey City N • .T. Stera-Klcen Denture Cleanser Redfield-.Tohnstone, N. Y. Burdett ColIege, Boston College L. Richard Guylay. N. Y. Cal-Dak Co. Colton Calif. Clothes baskets. trays. tray stand mfr .Tordan. L. A. Capehart-Farnsworth Corp. Ft. Wayne Ind. Radios, TV sets .T. M. Mathes. N. Y. Carter Products Inc, N. Y. PerStop liquid deodorant Dancer-Fitzgerald-Sample, N. Y. Charles of the Ritz, N. Y. Cosmetics Peck. N. Y. Dean Milk Co. Chi. Chocolate Milk Morris F. Swaney, Chi. Eastern Kooh'ent Aluminum Awning Inc. N. Y. Awnings. lawn umbrelIas Morey. Humm & .Tohnstone. N. Y. Federal Life & Casualty Co. N. Y. Insurance 'ViIliam "'arren, N. Y. Fidclity Roof Co. Oakland Calif. Bldg. supplies Ad Fried. Oakland Calif. E. Fougera Inc, N. Y. Cal-Rinex for hay fever Redfield-.Tohnstone. N. Y. G & W Refrigeration Co. Oakland Calif. Ice Making Machine. Ad Fried. Oakland Calif. Gordon Baking Co. Detroit Baked goods N. W. Ayer. Phila. Gro,"e Laboratories. N. Y. Pfunder's Antacid Tablets Harry B. Cohen, N. Y. House of Old Molineaux Inc. Boston 'Vines Morris F. Swaney. Chi. Idaho Prune Advertising Commission, Boise Idaho Institutional Pacific National, Seattle Wash. International Salt Co. N. Y. Sterling Salt Duane .Tones, N. Y . .Tohn F . .Telke Co. Chi. .Telke·s Good Luck Margarine Tatham-Laird, Chi . Klever Kook Food Co. Santa Ana Calif. Flavored flour Lockwood-Shackelford. L. A. IC Kolodney Co, Hartford Conn. Betty Hartford dresses Lawrence Esmond. N. Y. Laurel Raceways Meet. Laurel Md. Racetrack Kal, Ehrlich & Merrick. Wash. Frank H. Lee Co. N. Y. Men's hats Grey, N. Y. Le,"er Bros Ltd, Toronto Canada Lipton tea, noodle soup Young & Rubicam, N. Y., for Canadian adv Marcns Breier Sons Inc. N. Y. Bantamac alI-weather jackets Chernow. N. Y. Marlin Firearms, New Haven Conn Razor blades Duane .Tones. 1'\. Y. Mason Chicks Inc. So. Plainfield N . .T. Hatchery Metropolitan. N. Y. Mead .Tohnson & Co. Evansville Ind. Pahlum, baby foods C . .T. LaRoche, N. Y. Nu-Ena'"el Co. Chi. Paints Mitchell-Faust. Chi. Parkview Markets Inc. Cinci. Food prods Keelor & Stites, Cinci. P. H. Postel Milling Co, Mascoutah III. Elegant feeds. flour 'Varner. Schulenburg, Todd, St. L. Preparcd Products Co Inc, Pasadena Calif. Dixie Fry seasoned flour Dan B. Miner. L. A. Quality Television Corp. L. A. Bob Hope TV enterprise Buchanan. L. A. Re-Clean Inc, N. Y. Home dry cleaner Cayton, N. Y. Resolute Paper Products Corp, N. Y. "Snre." toilet tissue Lester Harrison. N. Y. Helena Rubinstein Inc. N. Y. Cosmetics Hewitt, Ogilvy, Benson & Mathes. N. Y. Ruby Chevrolet. Chi. Automohiles W. B. Doner, Chi. Schiff, Terhune & Co. N. Y. Insurance E. M. Freystadt, N. Y. Sherwin-\\'illiams Co. Cleve. \\'eed-No-More. Pest roy DDT. Bug Griswold-Eshleman. Cleve. Blaster Garden Dust Sportstamp Publishers. I'hila. Pu::'lisher \\'eightman. Phila. Standard Laundry Co • .Tersey City, N . .T. Laundry Ray-Hirsch. N. Y. Twentieth Century-Fox Film Co rp. l\. Y. Films. Roxy Theatre Charles Schlaifer. N. Y. United WalIpaper Co, Chi. 'ValIpaper Ruthrauff & Ryan. Chi. Washington State Advertising Commission Touri"t accounts IIlacWilkins. Cole & Weber. Seattle WhitehalI Pharmacal Co. N. Y. Anacin Duane .Tones. N. Y .• for special radio campaigns Anacin, ){olynos. Bisodol Benton & Bowles. N. Y., for "Armchair Detective" TV show Guards Cold Tablets Biow. N. Y. Wimbledon Shirt Co. Chi. Shirts Louis A. Smith. Chi. 'Vinarick Inc. N. Y. .Tcris Hair Tonic. Hair Oil, Herpicide Kastor. Farrell. Chesley & Clifford. N. Y . \\'orthington Products Inc, l\. Y. Sleep-Eeze. sleeping pills William '"on Zehle, N. Y. See: " Radio sells a watch band" p.s. Issue: 28 February 1949, p. 27 Subject: Speidel expands radio, enters television. Bruner-Ritter drops magazines for radio. the bow Speidel tried radio for the first time in May last year to sell its watch bands when it started sponsoring a IS-minute segment of ABC's now famous quiz-giveaway, Stop The Music. Now, having arced up from around sixth to first place. with about half the $20,000,000 wholesale replacement business, Speidel is settling down to an exciting fight to hold its supremacy via a new network show and a plunge into tele­ VISIon_ Duffy's Tavern on NBC this fall is expected to reach new prospects for the company's bands, while Ed Wynn's CBS-TV network show, also starting in the fall, will woo viewers to linger for a look at the Speidel jewelry display via models. Not to be left out of the running since Speidel began making people ask for "Speidel bands," Bruner-Ritter, Inc.. :\'ew York, has abandoned consumer magazine advertising for a king-size splash into radio. They tossed overboard a reported $500.000 magazine and that developed into Sunday supplement color campaign, doubled that budget and bought (via newly-appointed Raymond Spector Co.. Inc .. New York) an ABC sustainer. Go For The House. This show. a 30-minute, once-a­ the guns 0,1'f!'" week program, started 31 ] uly (9 :30 e.d.t.). and the sponsor comes in 4 September following the August buildup_ Bruner-Ritter revamped the format and changed the title to Chance of a Lifetime (the chance of today? is for studio and listening audience (187 stations) to win prizes valued at $500,000). Time and talent will cost an estimated $750,000, with about $250,000 planned for trade and other promotion, possibly including television_ Bruner-Rittter, which makes the Bretton line. claims to dominate sales to watch manufacturers_ as Speidel now does the re­ placement business. They expect radio to bring them a larger share of a growing market.

See" Crusading Pays Lee p.s. Iss~e: February 1947, p. 9 Subject: Controversial Drew Pearson switches to I Adam Hats; Lee signs Robert Montgomery Many powerful things had insignificant beginnings. Adam Hats, a chain that sells the Adam line through other outlets Take radio stations. WWDC also, has appointed William H. Weintraub & Company, lnc __ New in Washington started out York, in the hope that that astute. hard-hitting agency can give Adam chapeaux the glamor that fights. straight ne,,·s. and an unla­ small. And then it grew ••• mented network amateur hour never quite achieved. Drew Pearson. and grew •.• until today controve rsial, crusading (". . . make democracy live") newsman. it's one of the most power­ made Lee hats probably the most-asked-for brand in America. He's ful forces for producing the other half of the team that Adam executi"es expect to give their low-cost sales in this rich line unquestioned leadership (it has ranked close to the top for a market. Call in your Forioe number of years). Lee, meanwhile, turned its back on the agency and the commen­ man today. tator who never seemed to wind up one feud before finding himself in the middle of two more. Through Grey Advertising Agency, Inc .. New York, Lee successfully negotiated for the services of motion picture star Robert Montgomery. Format will be easy and informal, WWDC featuring news and sidelights based partly on Montgomery's travels AM -FM - The D. C. Independent and close acquaintance with people. big and little, all oyer the world. Represented NotiOnally by Program will start in September. probably over ABC, though nego­ FORJOE & COMPANY tiations aren't yet final.

AUGUST 1949 19 "Weed and Company serves you right!" ... said Mr.Jamison

Mr. Z, a prominent figure in advertising circ!es, had

been searching high and low for just the right set of local

stations in which to test his new product.

Finally (and wisely) he got Mr. Jamison, and Mr. Jamison

got the availabilities. But by that time, advertiser Z was

many miles at sea on his new yacht. And Mr. Jamison (who

practically refuses to take a vacation) took off after him.

"I know it's summer and all that," said our man when he

finally caught up with his client, who was much more pleased

than surprised. "But I promised I'd let you see the list

the moment it was ready. And besides, your test campaign

really should start this month, you know."

"Much obliged, my boy, much obliged!" said Mr. Z

from his taffrail.

"It was nothing, sir," Mr. Jamison replied. "Weed and

Company serves you right.'''

An exaggerated example perhaps. But we've got a lot of

people like Jamison at Weed and Company ... and we're doing

It more business for all of our clients than ever before. rii I, radio arzd televisiorz station representatzves ee new york boston chicago detro i and company san francisco atlanta hollywoo

20 SPONSOR DESPITE GREATER NUM BER OF STATIONS AVAILABLE. TOP NETWORKS AN D STATIONS HAVE BIGGER AUDIENCES THAN EVER U. S. Radio Audience: 1949

~Iore Iteol,le are listelling I110r __• hOllrs

Radio constantly underes- percentage. In 1946, the BMB per- 1948 period was only 3.8% , the in­ -~.a;;;:::: timates its strength. In the centage of American homes with radio crease in the West South Central latest report of the size of the U. S. ,';as 90.4. in two years, 19-1.6-19-1.8. states, Kentucky, Louisiana, Oklahoma, radio audience, the Broadcast Measure· there was an increase of 3.8% . There and Texas was from 78.8% to 87.27c . ment Bureau takes for its percentage is little, if any. indication that this In the East South Central states. Ken- I of the U. S. homes equipped with radio ratio of increase has slowed down in tucky. Tennessee, Alabama, Missis­ the S ~lln e figure which was developed 1948-1949. This is in part because sippi, the increase was from 15(~ to by Al Politz well over a year ago, radio ownership in the backward South- 85~ ;;: . Radio ownership in these states is 9~.2 % . Normal expansion during the ern states continues to jump. While continuing to increase by leaps and year is bound to have increased this nationwide the increase in the 1946- hounds_ but there is no current research

1 AUGUST 1949 21 :: availaille to deliwr definitive set-owner­ suneys. To these sets must he added tra listening. Obviously, the number ship figures, so 194B figures are still an estimated half-lI1illion receivers in of listeners-per-listening-set is lower being used. public places. 11I0st of which are lis­ when the extra sets are in use, hut there The minimum radio home figure for tened to by many more people than would he no listening at all at the time 19--19 is 39.275.000. This is 9--1.2 ;; of lend all ear to any individual home these sets are in use if there were no the total lIumlwr of U. S. homes as radio receiver during the average day. extra receivers ill the home. Only estill1ated hy Sales Management. In Every husiness day during the yeaL Nielsen is continuously measuring the these homes, it's estimated by the Radio the radio audience is growing, simply listening in these multiple set homes ;\'Ianufadurers Association, there are because 9B j{ of all new homes estab­ (new Audimeters are designed to meas­ o\-er 30,000,000 radio receivers in cur· lished b) newly-married couples are ure up to four receivers at one time).t rent use. There are also a sizable num­ radio equipped. This figure is a pro­ Out-of-home listening has not been ber of TV sets which are equipped to jection of a survey* made three days measured. It is admittedly high during receive both AM and FM hroadcasting. in June at 11 license bureaus in the the summer and during all days on Estimates pla::e at ROOO,OOO the num­ same numher of cities in the U. S. which important sports events are ber of radio receivers which will he Multiple set homes are constantl y broadcast. It is also high all year

I-__·reelltuge of Ilndio .Ioilles ill en.. · .. of t"e 41& Stntt~s of the U. S. A.

96.9

sold in 19--19. RMA feels that from Oil the increase. At first hlush. this round in factories alld public places one-third to 40 ~; of these are replace­ would seem not important in judging where radios are in constant use. Lim­ ment sets. The others represent new the size of the radio audience. Never­ ited studies recentlv made by WITH receivers for multiple set homes and theless. it is of vital importance. \lulti­ (Baltimore)' WRC I Washington ), new radio homes. The TV estimate of pIe sC't homes listen 25% more than WNEW (New York), WHDH (Bos­ set sales for 19-1-9 is 2.000,000. single set homes. An extra set in the ton) and NBC (youth market study) There arC' over 62.000,000 home ra­ kitchen means as much as one-and-a­ ( Please turn to pa~e 58) dio receivers in the 39.275.000 radio haH additional hours of daytime listen­ hOllies. The families in these homes ing. An extra set in the bedroom means *SlIHey llIade by a young folks "shelter" also own. at a minimum. 10.037.900 at least a haH hour a day of added magazint'. t llooper dnt'~ l11t'a~lIr t' l11ultiple ~t'I hnHlt's automobile radios and 1,791,500 port­ listelling. An extra set in junior's or sis­ for his U. __ . Iloopt'rating,- but thi~ i~ only able radio receivers, according to recent ter's rooll1 means at least an hour of ex- twice a }t'ar.

22 SPONSOR IREGION TOTAL URBAN RURAL·NONFARM RURAL·FARM AREA 1'0 Radio 1'0 Radio 1'0 Rad io 1'0 Radio STATE Families Radio Families Families Radio Families Families Radio Families Families Radio Families - ~ -- - iE UNITED STATES 41,692,900 94.2 39,281,230 24,599,390 95.5 25,400,790 8,621 ,690 94.5 8,144,670 6,471,820 88.6 5,735,770 - - - - iE NORTHEAST II ,Q28, I 00 96.7 10,668,810 8,613 ,1 60 97.0 8,354,160 1,882,350 96.6 1,818,420 532,590 93.2 496,230 ------NEW ENGLAND 2,594,000 98.2 2,548,000 1,993,320 98.9 1,972,380 465,780 96.4 449,150 134,900 93.8 126,470 MAINE 251,000 95.3 239,320 108,980 98.2 106 ,990 101,760 93.8 95,450 40,260 91.6 36, 88 0 NEW HAMPSHIRE 159,400 96.7 154 ,080 94,730 98.0 92,850 47,650 95.0 45,270 17,020 93.8 15,960 VERMONT 101,900 95.7 97,550 42 ,140 98.4 41.480 34,660 94.7 32,820 25,100 92.6 23,250 MASSACHUSETTS 1,294,700 98.9 1,280,65 0 1, 163,870 99.1 1,153 ,450 106,290 97.5 103,630 24,540 96.0 23,570 RHODE ISLAND 214,600 98.8 211,970 195,500 98.9 193.430 16,930 97.2 16,450 2,170 96.3 2,090 CONNECTICUT 572,400 98.6 564.430 388,100 99.0 384,180 158,490 98.1 155 ,530 25,810 95.8 24,720 ------MIDDLE ATLANTIC 8,434,100 96.3 8,120,810 6,619,840 96.4 6,3 81 ,780 1,416,570 96.7 1,3 69,2 70 397,690 93.0 369,760 NEW YORJ( 4,205,700 96.8 4,069,840 3,51 1,330 96.8 3,400,180 522,320 97.3 507,990 172,050 94.0 161,670 NEW JERSEY 1,329,900 96.5 1,283,770 1,078,880 96.4 1,039,790 218,440 97.4 212,840 32,580 95.6 31,140 PENNSYLVAN IA 2,898,500 95.5 2.767,200 2,029,630 95.7 1,941, 8 10 675,810 96.0 648 ,440 193,060 91.7 176,950 --. E NORTH CENTRAL 12,882,300 97.0 12,496,390 8,160,020 97.6 7,968,150 2,467,330 96.8 2,3 87,620 2,254,950 94.9 2,140,620 ------EAST NORTH CENTRAL 8,777,400 97.5 8,556,190 5,992,800 97.9 5,868,510 1,632,830 97.2 1, 587,480 1,151 ,770 95.5 1,100,200 OHIO 2,311,300 97.4 2,25 1,560 1,608,820 97.8 1,573.320 439,270 97.3 427,250 263,210 95.4 250,990 INDIANA 1,170,200 96.5 1,129,53 0 690,760 97.1 670,860 258,650 96.5 249,700 220,790 94.6 208,970 .4 ILLINOIS 2,5 84,700 97.5 2,519,830 1,950,500 97.9 1,909,080 377,720 96.9 366,050 256,480 95.4 244,700 .. ~ MICHIGAN 1,774,800 98 .1 1,740,560 1,177,920 98.4 1,159,410 380,440 97.9 372,600 216,440 96.4 208 ,550 WISCONSIN 936,400 97.7 914,710 564,800 98.4 555,840 176,750 97.2 171,880 194,850 96.0 186,990 - 1 ~ EST NORTH CENTRAL 4, I 04,900 96.0 3,940,200 2,167,220 96.9 2,099,640 834,500 95 .9 800,1 40 1,103,1 80 94.3 1,040,420 MINNESOTA 829,300 97.7 8 10,010 484,000 98.2 475,210 148,540 97.8 145,310 196,760 96.3 189,490 IOWA 780, I 00 97.1 757 ,340 389,190 97.3 378,850 161,850 96.8 156,720 229,060 96.8 221,770 MISSOURI 1,1 94,200 94.4 1,127,530 718 ,250 96.1 689,970 2 15 ,070 94.1 202,330 260,880 90.2 235,230 NORTH DAKOTA 145,900 97.0 141,480 46 ,500 97.9 45,510 31,460 96.3 30,300 67,940 96.7 65 ,670 SOUTH DAKOTA 170,700 95.9 163 ,660 55,110 97.0 53,430 37,410 95.4 35,700 78,180 95.3 74,530 NEBRASKA 384,200 95.8 368,180 185,250 96.9 179,490 84,610 95.7 80,950 114,340 94.2 107,740 KANSAS 600,500 95.3 572,000 288,920 95.9 277, 180 155,560 95.7 148 ,830 156,020 93.6 145,990 ~ E SOUTH 12,003,800 87.3 10 ,478,010 6,090,920 89.1 5,424,1 00 2,945,320 89.9 2,647,120 2,967,560 81.1 2,406,790 ._------)OUTH ATLANTIC 5,138,000 88.5 4,5 49,0 60 2,603,350 90.3 2,350,190 1,426,9 30 90.8 1,295,750 1,107,720 81.5 903,1 20 DELAWARE 86,800 95.4 82,770 46,930 95.9 45 ,020 27,040 96.7 26,140 12,830 90.5 11,610 MARYLAND 596,400 95.7 570,650 368,160 96.6 355,770 175,330 95.6 167,670 52,910 89.2 47,210 DIS. OF COLUMBIA 23 8,800 96.8 231,160 238 ,8 00 96.8 231,160 ------VIRGINIA 770,300 89.5 689, 070 374,350 92.2 345,170 206,450 90.9 187,660 189,500 82.4 156,240 WEST VIRGINIA 473,300 92.0 435,430 168,580 94.7 159,680 194,550 93.2 181,310 110,170 85.7 94,440 NORTH CAROLINA 898,500 87.1 782,830 358 ,8 50 88.4 317,340 241,320 90.9 219,390 298,330 82.5 246, 100 SOUTH CAROLINA 489,400 83.2 406,950 180,910 83.6 151 ,160 162,960 88.1 143,510 145,530 77.2 112,280 GEORGIA 855,900 83.4 7 13,600 403,230 83.8 337,960 214,510 88.1 188,950 238,160 78.4 186,690 FLORIDA 728,600 87.4 636,600 . 463 ,5 40 87.8 406,930 204,770 88.5 181,120 60,290 80.5 48,550 AST SOUTH CENTRAL 2,877,300 85 .0 2,446,830 1, 187,820 86.9 1,032,170 678,620 89.2 605,320 1,010,860 80.1 809,3 40 KENTUCKY 734,400 89.2 655,190 289,950 92.7 268,920 192,830 91.0 175,430 251,620 83.8 210,840 TENNESSEE 830,800 87.0 722,520 370,450 88.4 327,320 197,140 90.4 178,130 263,210 82.5 217,070 ALABAMA 742,500 82.7 614,360 333,120 84.1 280,150 174,580 87.6 152 ,880 234,800 77.2 181,330 MISSISSIPPI 569,600 79.8 454,760 194,300 80.2 155,780 114,070 86.7 98,880 261,230 76.6 200,100 N EST SOUTH CENTRAL 3,988,500 87.3 3,482,120 2,299,750 88.8 2,041 ,740 839,770 88.8 746,050 848,980 81.8 694,330 ARKANSAS 531,100 83.9 445 ,600 186,940 85.7 160,260 141,520 87.0 123,180 202,640 80.0 162,160 LOUISIANA 700,400 84.1 588,750 383,840 86.0 330,000 172,500 86.2 148,760 144,060 76.4 109,990 OKLAHOMA 673,300 89.5 602,930 361,340 91.5 330,470 152,420 89.9 137,070 159,540 84.9 135 ,390 TEXAS 2,083,700 88 .5 1,844,840 1,367,630 89.3 1,221,010 373.330 90.3 337,040 342,740 83.7 286,790 E WEST 5,778,700 97.6 5,638,020 3,735,290 97.8 3,654,380 1,3 26,690 97.3 1,29 1,510 716,720 96.6 692,130 ------\o10UNTAIN 1,329,200 96.0 1,2 75,970 733 ,200 96.5 707 ,1 90 329,850 95.8 316,060 266,1 50 95.0 252,720 MONTANA 155,600 97.2 151 ,260 88,380 97.4 86,090 30,560 97.1 29,670 36,660 96.8 35 ,500 IDAHO 156 ,000 97.3 151 ,820 69,290 97.1 67,310 33,630 97.3 32,720 53,080 97.6 51,790 WYOMING 81,900 97.1 79,510 40,560 97.2 39,420 24,570 97.6 23,970 16,770 96.1 16 ,120 COLORA DO 363 ,100 96.9 351,920 240,840 97.3 234,220 67,730 96.6 65,420 54,530 95.9 52 ,280 NEW MEXICO 168, 000 90.9 152,740 82,570 91.5 75,570 41,930 91.1 38,200 43,500 89.6 38,970 ARIZONA 184,100 93.7 172,580 75,290 94.1 70,880 76,860 94.5 72,670 31,950 90.9 29,030 UTAH 175,200 98.5 172,500 112,770 98.5 111,040 36,070 98.7 35,610 26,360 98.1 25 ,850 NEVADA 45 ,300 96.3 43 ,6 40 23,500 96.4 22,660 18,500 96.2 17 ,800 3,300 96.4 3 ,1 80 ·1 'ACIFIC 4,449,500 98.0 4,362,050 3,002 ,090 98.2 2,947,190 996,840 97.9 975,450 450,570 97.5 439,410

I WASHINGTON 729 ,900 97.8 403,650 97.5 393,740 209,520 98.2 205,660 116,730 97.9 114,320 713,720 OREGON 497,000 97.4 483,830 I 273.530 97.7 267,110 141,060 97.3 137,300 82.410 96.4 79 ,420 CALIFORNIA 3,222,600 98.2 3,164,500 2,324,910 98.3 2,286,340 646,260 97.9 632,490 251,430 97.7 245,670

.' Copyright 1949 Broadcast Measurement Bureau

1 AUGUST 1949 23 Association advertising on _ , . , the air follows two widely divergent patterns. One takes the shape of the expensive, impressive network program designed not so much to sell what the association re­ presents, but rather to do a general educational joh for the public on the particular service or product. 1\n out­ standing example of this type of as­ sociation-sponsored web program is the Railroad Hour, presented on ABC Monday evenings by the Association of American Railroads. There is no attempt made on this program to sell directly any particular road; the com­ mercials merely point out in a digni­ fied, prestige manner the advantages of travel by train. The second pattern of aSSOCIatIOn broadcast advertising is on a smaller, far more direct basis. Selling what "Patrick 0' Riley," star of program, goes out on laundry routes to meet contest winners, pick-u p men the association's members have to offer the public, rather than presenting a primer on what the association itself represents, is the principal aim. It has to be that way, since the type of association using this pattern is gen­ erally comprised of small businesses which cannot afford to contribute co­ 'l'he Chicago operatively to any advertising cam­ paign that doesn't produce at least a modicum of direct results. Typical of this sort of trade group is the Chicago Laundry Owners As­ sociation. Organized in 1909, it now laundry lesson includes 130 vari-sized laundry estab­ lishments in and around the Windy City. Although the complete member­ \Vben 101 lallndries get togetber ship is not in on the advertising pro­ gram planned and carried out by the to sell~ bere's ,vltat bUltltenS Association. those that are have found it to be definitely worthwhile. Despite the fact that the CLOA's current radio campaign started only last 20 March, the organization is no newcomer to the medium. Before the war its members benefited nicely from a local program called AIy Diary. Overloaded during the war years, the laundries suspended advertising. But with those lush (for them) years over, and with the knowledge that their principal competitors, the major soap manufacturers, were spending an esti­ mated $30,000 a week in air time alone in the Chicago market, the laun­ dry men decided it was high time to get back into radio. The result of the decision was a show called Pick-Up Tim e on WBBl\l, the Chicago CBS outlet. l\londay

~ Drug officials mark seventh year of week­ ly public-service show on Milwaukee's WISN through Friday 8:30-8:45 a.m., and I • Sunday 12:00-12:15 p.m. Built by WBBM program director Al Morey, local salesman Stan Levey, and the P. 'SEND YOUR LAUNDRY CLOA's agency, John W. Shaw Ad­ vertising, Inc., the program offered a combination of song, talk, j okes-alld informal friendliness. Its mainstay and me is a character using the name of "Patrick O'Riley"; 15 staff an­ nouncers were auditioned for the part, "10 IHE llU DRY 6 GOOD REASONS WHY THE LAUND'RY DOES YOUR all of them sounding too much the actor. too professional, un til Val Sher­ LAUNDRY BEnER AN D' WHY Il (OSTS LESS man. WnBM program manager who L Easler on Clothes. Tests show 4. Safe cleanslng:.No harsh bleaching. hadn't done much actual air work for clothes washed by the average Gentle cleansers and rain.lloft water six years, was moved out of his desk hous_lfe wear out 31% faster. mixed In correct p{oportiona by' job and back in front of a mike to 2.Scle".tlflcally equipped. Modern, automatic controls. Association member laundries keep S. More sanitary. 10 to 12 wate; change, be "O'Riley." Sherman had what the ,informed of new fabrics, clel'n4ing , at exact tem~eratures. Association wanted: a warm, friendly agents and engineering Improve- , menn_ 6. AMociaUon laundries do everything personality and a voice that would sell -pick IIp ••• wash ••• dry . ' •• Iron 3. Color and fabric ieparatlon. Each . , . fold, •• deliver.. ' good-will the way a laundry route , '. bundl. separated by fabric and color man should. as many as 8 tim~s. ' Pick-Up Time has a touch of give­ away program to it. On each show. a CHICAGO LAUNDRY OWNERS ASSOCIATION '188 W. Randolph St. week's laundry is handled free for Chicago's Finest Launaries-organizecl now to give you improvecl service. the five women who send in the best Aagaard Laundry Co ..... V A 7·1100 Modern Ldry. & Dry Clng, humorous or whimsical stories which Ace Laundry Company , •• LO 1·1700 Co ...... WE6-0M7 AI ba Laundry Company •• MO 6-S071 Mont.ona Laundry. Inc.... BI1-402O are selected to be read on the pro­ American Laundry, Inc ... VA 6-4100 Morgan Linen Service, Inc. CA 5-7044 Angelus Laundry ••••••• LO 1·2040 Call one of these 'laundries Mother's Laundry •••••• LO 1·7$20 gram. A Dor-Meyer Food Mixer is Antiseptic Laundry ••••• LA 5-3500 near you. Pick·up and deliyery Mueller Bros. Laundry, .. BI7·&777 Argyle Laundry, Inc..... IR 1I-772t service at yaur canvenience. given away each Sunday as a grand Atlas Wet Wash Laundry. LA 1·72-12 National laundry Co: •••• AU 7-3100 Auburn Laundry ••• , ••• HU 30111. Membership in the Chicago Normal W W Laundries •• RA WIOO prize. Except for the listeners' stories Ayalon Laundry Co ...... SA 1·7060 North Chicago laundry Co. BI1-3210 lou ndry Owners Association Northern Laundry ...... BE 5-2121 and jokes, Sherman ad libs all of the I is your assurance that you get Bee HIYe Laundry Co ..... SE 3-01122 'he fines' professional care for Oak Leaf laundry •••• " Far•• l 3A show, and sings a song or two. Singer Bissell Laundry, Inc ...... DR:J.3430 The Brooks Laundry ••••• AU 7·1160 your washing. Paradise Wash Co ...... IN 3-3100 Jeanne MacKenna assists on the week­ Park View W W Laundry. CA 6-7HZ The Peoples Laundry •••• SA l-t700 day quarter-hours, with vocalist Calumet Laundry Co .. .. . FA 4-3712 Pilgrim Laundry. Inc, .... BR 11-1000 Capitol Laundry ••••••• NE 6-7400 pilsen Ldry, & Ory Clng , Louise King heard on the Sunday Cascade W W Laun~rles .. RA ~ Hanson's Laundry, Inc.... BII-3eOO Co ...... " ...... CA W504 Centenniel Laundry Co ... MO 6-%100 lHappy Day Ldrs. & Dry ;Progress Laundry Co... •• PE 1-3700 broadcast, the change of voice being Central W W Laundry Co, IR 6-t$40 Cleane" ...... DI Z·IOOO Chicago W W & Now Way Rainbow Laundry, Inc .... SP 2·_ used to give the impression that laun­ Ldrys. • ...... JU_OO ~:~~SO~ry~~?{~U~:;i~~:: ~!:: Chief Wash Co ...... LO 1_ The Howard Laundry ••• • SH 3·1SOO Safety Wet Wash Ldry ... VA 6-2100 ~yde Park Ldry. & Saniury Laundry, Inc.. •• A V 3-4700 dry route man Patrick is lounging Clnrs,. Inc •••••••••• • PL 2·7100 Daly's Laundry Co ...... DI ..S3OI Sheridan Laundry , ..... IN 301100 around at home with "Mom." Dependable LaOndry Shirt Service Laundry •••• WA 4-7400 Service ...... SU 40454S Ideal Ldry, & Dry Clnrs ... TR 4-1400 South ChicagO Laundry Co, SO .._ Handling advertising for a good­ Derby Laundry Co, •••••• SU 7·1711 South Shore Laundry, ... PL 2-4100 prexel Laundry Co .... ,. OA 4-1412 ,1ewel Ldry, & Dry Clnrs,. BR 4-'000 South Side Laundry Co... VIZ_ sized trade association calls for equal Sundard Laundry Co .... CA 5-4700 Steven's W W Laundry ... HE 4-37%1 Eagle taundry Co ...... NE 6-7500 Kenntdy Laundry Co ..... PU 5-2t21 Supreme Laundry Co .... , Sf' Z·2500 parts of strong planning, patience, per­ Eclipse Laundry Co, ••••• TR 4-75GO King's Laundry (',p, ...... SE 3-1000 Surf Hand Launclry ..... BU I·SS57 Edgewater Laundry Co .... LO 1-3020 Kline's Laundry •••• , ••• MI30269t severance, and good luck, according Elston Laundry Co ...... KE t-t4$2 Swan Laundries Co...... KI 5-3391 to John W. Shaw, of the agency which Empire Laundry Co, .....WA 5-3300 Lake Park Laundry ..... MI3-07ot The Best Laundry & Clg , Esquire Shirt Laundry ••• AM 2-«1112 ILake View Ldry. Co .. , ••• LA s-om Co ...... , ...... OA 4-1313 Excels!or Ldry. & Dry bears his name. " In every associa­ ILeader Laundry Co ...... VA 7_ Tiyoli W W Laundry Co, .. FA 4-~ Clng , Co ...... CA 5-1622 ,Leading Laundry ••••••• VI7·77SS Toll Bros. Laundry ...... MO 6-131t tion," he says, "there are two, three, ILewis Laundry Co ...... VIII-7100 Family FaYorite ',Lexington Ldry, & Clnrs •• FA 4-0732 Unlyersal Laundry ' ••••• RO 2-ti31 or more who don't believe in what Laundry Co ••••••••• • AR 6-1444 'Life Laundry, Inc ...... ,. CA 7_ Up·Ta-Oate Laundry Co .. PU 5-1700 French Hand Ldry. Co .... EA 7·t300 ,Llncoln.Paragon Ldrys ••• LO 1-33$$ Victory Laundry & Clng. you're proposing. Those are the tar­ Co ...... VA6-SIOO Garden City W W Ldry ... VA 6-7200 Majestic Laundry ...... BR 6-7121 gets for yo ur arguments. If you can Gem Laundry ., ••••••• DA 6-202t Manhatun Laundry Co ... LA 1-4145 Westwood Laundry Co .... TU 1-"00 Grand Laundry Co.. • • • •• VI 2-MM Marsha~ Sq, W W Ldry.. B17.71dO White Way Laundry Co ... AT W. talk to the skeptics with enough Gr!at North!rn ldry. CO .. RO~ ' MaUmlll!r laundry Co ... VI 7-7131 Woodlawn laundry Corp .. FA 4414 Metropole Laundry ••••• HY Wl00 conviction you can make your point Great Southern Ldry..... PU $-8141 World Laundry, Inc ...... KE I-l00T with the whole committee. ~ ,'STEN TO VALUABLE PRIZES FOR nIGHT "Pre-planning in the case of as­ t • IDEAS FaOM" llST£HfRS,",. _,,-- sociation advertising," Shaw con­ "LAOIDRY PICK-UP TIME" ~ Fiv. lucky winne", will each be tinues, "is more important than on 'J~ given a w ••I.;'. f~ laundry a new radio shoW ,every lervic8 each dClY with ane any other type of account, and things week day morning . l grand prile !ve'r Sunday must be carefully outlined so that WBBM 8:30 a.m. there is no gap or misunderstanding Monday through friday and among the different-thinking indivi­ SUNDAYS AT 12 NOON dual association members. Then, once STAIUtlNG PAtRICK O'RILEY (Please turn to page 59) Your sin9in9 laundry man

Each sponsor-laundry ties in its p'hone num­ ber with "Pick-up Time" via ads, contests ~

I AUGUST 1949 25 ·:1 I

"THE HAUNTING HOUR" OVER KRNT, DES MOINES, BRINGS FRIGIDAIRE CUSTOMERS TO ELSIE MUNN OF MUNN AND CASSADAY

dealer co-operative dollar~

Radio co-operative advertis· vertising's severest critics deliver their move the product from individual ; . ; ing can be profitable to ra- most telling attacks against co-op diffi­ dealer to customer. _ .. . dio sponsors. It isn't profit. culties that inevitably grow out of the The advantages of matching dollars able for Philco, Aviation (Crosley Di­ fallacy that it is a substitute for na­ with dealers are often obscured by vision I Corporation, and RCA-Victor, tional advertising. The fact that under certain false assumptions as to the for example. just because they are special conditions a few firms have legitimate purposes of j ointly.spon. Philco, Crosley, and RCA-Victor. it used success full y onl y cO'op advertis· so red ad\'ertising. Sponsors who fail pays off for them and others because ing for national coverage doesn't mean to define clearly just what they aim to they have learned the hard lessons of it is a sound general practice. achieve from matching dealer expendi. experience in how to get the 1II0st out Probabl y the next biggest criticism tures for advertising are likely to fall of it. leveled against the co-op idea assumes into two or three common fallacies. Getting the most from cooperative the manufacturer's advertising depart­ One of these is to regard that part of campaigns involving both radio and ment just naturally has to be inept in locally.placed advertising paid for by other media pre-supposes the advertiser administering the program. Princi pal the dealer as "extra" advertising. understands the plusses to be gained specific criticisms will be dealt with It happens to be true that in many a nd how to capitalize on them. It pre­ shortly. cases co-op funds enable a dealer to supposes he won't try to make the na­ While it is true that characteristics place announcements or buy programs tional·local combination do what it of national and cooperative advertising in addition to what he could ha\'e af­ isn't designed to do. may overlap to a considerable degree. forded without co-op money. But a Perhaps the biggest single miscon­ it is not difficult for working purposes manufacturer with a definite goal and ception on the use of the cooperative to make this general distinction: na· a plan for reaching it will have calcu­ plan is that it is just another approach tional advertising is geared to create lated, within bounds of his budget. to national advertising. I t leads to frus­ demand; co-operative and other local how much to spend, where to spend it, trating experi ences. Some of co-op ad- ad\'ertising aims more specifically to and in what media (in the case of co-op

26 SPONSOR money, of course. the judgment of dis­ petitive position against rivals who use for his sharp of the bill ing. In only a tributors and dealers may affect de­ cooperative advertising. The answer to few rases does a radio station make no cisions on local media) in order to do the first argument given by top-notch distinction I)('tween national and local the job. salpstncn is that they are selling a rates. Spending by dealers therefore be­ product together with t\w prestige and The over-all ohjPction to this point comes part of doing the advertising integrity of the manuf&cturer. They of view is simply that the results aren't job, and the haphazard "extra" view aren't selling- or shouldn't have to worth the money spent and the trouble of dealer spending is meaningless. sell- advertising (not if they have a of administering the program. The This raises what seems at first blush product the dealer can sell at a profit ). probable fact is that manufacturers to be a deadly criticism of the co-op As for spending cooperative money who believe this have si mply checked idea. Not enough dealers take advant­ just because rivals do, no advertising results of well-organized campaigns. age of co-op deals to give solid local manager needs that excusc for spend­ And their own administration of a support to the national program. This ing money. unless he doesn't know cooperative program has prohably merely says, however, that a co mpany what he wants from local promotion, been faulty. has failed to do the necessary educa­ or how to get it. If he does, he'll spend Very few firms maintain a marketing tional job with dealers, or perhaps dis­ the money or not spend it without research department capable of con­ tributors. There are literally thousands refprence to what competitors are ducting any big-scale investigations. of instances in which local dealers have doing. But shortly before the Robinso n-Pat­ not been aware of even the possibility There is one reason (among others) man Act bec ame law one company com­ of cooperative advertising, much less why a properly executed co-op cam­ pleted a test of the effect of their co-op that such aids as tran:;cribed announce­ paign can payoff. It stimulates most ments were available free from the dealers to more advertising and more program on dealer sales and adver­ manufacturer's advertising department. energetic sales effort. The tie-in of his tising. The firm limited its test to Two other common reasons fre­ name helps buil d his prestige and in­ areas similar in gross business expec­ quently cited .as arguments for a coop­ crease store traffic. As a by-product, the tancy, with similar proportions of big, erative program is that it helps open manufacturer also gets the benefit, in medium, and small dealers. new accounts and strengthens the com- a majority of cases, of the local rate (Please turn to page 56)

There's very little co-op money in over 50~o of the time seldom permit advertising allowances. the cigarette and cigar field. From are willing to share Exceptions are higher-priced items and t~ acc o time to time smoking tobaccos have home furnishings advertising costs with foods special seasonal campaigns. Consider. shared advertising costs with dealers big retailers up to 4~o ation is all-out selling by retailer

()lo Gola

Most refiners have co-op adver­ Most radio manufacturers like soaps seldom h4llve co-op tising plans. The more national have complete plans which pla.ns. However, introductory cam­ ~s and oil advertising they do, the smaller radio and TV are made available to deal­ cleansers pa Igns of new products usually I the stress on co-op merchandising ers. Allowances run to 8% carry co-op dealer bonus plan How far does your publicity go ~

Sid Grauman pushes Jimmy Durante's nose into concrete for posterity Tha.!c ~ xtra sOlllething tltat

~ ltara cte riz e s Keny on & E c l~ltardt and Ay(·r

(tress agentry lUIS a clire(·t, hUlt.lc t 011 sales

Broadcast advertising is a opportunity" hour several years ago on Bowes A11Iateur!f0lir and for any other med ium that has to be fed a major network. The advertising really successful promotional-type pro· after it's bought. The more it's nur­ manager of the organization made such gram. Truth or Consequences and tured, the better it produces. This a nuisance of himself that. although P eople Are Funny are two typical does not mean every program or ever y the network extended itself to do an promotional-type programs that would campaign can be made an outstanding outstanding j ob of promotion and pub­ die ratingwise. were it not for constant producer of sales_ but that promotion, licity, the bumblebee buzzing around top-drawer exploitation. publicity, and exploitation not only in­ web ears made it impossible to do the Programs headed by comedians also crease the size of the audience for any complete job. require constant exploitation. Funny program, but frequently produce prod­ What is important in this case is uct acceptance themselves. the fact that anything like a " talent Fern Sharp (WBNS, Colu mbus, 0.) sends fan ArlO A quick way to bury a good program search" cannot he publicized and pro­ is to ignore it. Network publicity and moted by a network publicity and pro· station publicity departments are pres­ motion department. This type of pro­ sured by literally hundreds of sponsors gram must have its own promotion and and their agencies for promotion and publicity staff operating under the publicity. They have their limitations. supervision of a capable advertising and, as Earl Mullin, head of the Ameri­ agency exploitation man. The word can Broadcasting Company, expresses cx ploi ta tion is used ad, isedly instead it , "our job is to sell the network and of publicity or promotion. because the its productions. We do not ignore handling of an amateur or new talent !'ponsored programfO hut we are natum1- show requires a great deal more than Jy limited in what we can do 011 a con­ publicity and promotion. I t requires fOistent ba~i" for them." Naturally, they the setting that only a motion.picture­ do more for advertisers and agcncies trained exploitation man can give it. that are constantly on thei r necks. Thcy That's what's being done for Horace do this in self-defensc. Heidt's Philip Morris program. has A hat company sponsorcd a "talent been clone for years for the Major CLEVELAND'S WNBK TELECASTS THE ACTUAL MAKING OF AMAZO. MILDRED FUNNELL DOES THE HONORS FOR THE CAMERA men are personality men- most of paper space-grabbers, but they are of keeping a bwadcast advertising them very unfunny in daily life. Man) seldom exploitation men, seldom are campaign and program in the con­ of them are the opposite of amusing in conscious of what sells merchandise_ sumer eye falls upon the achertising their business and personal relations. They're selling a stage, radio, TV, or agency, much as many of them dislike If they were permitted to "be them­ motion-picture personality, not a prod­ the publicity job. selves," they'd lose their followings so uct. Agency publicity departments are rapidly that sponsors wouldn't get half The pwblem therefore is to decide appendages that have grown on the the audiences which the comIcs are who is to build up and protect the body advertising. For years they have paid to deliver. sponsor's interest in a radio program been suspect. newspaper and magazine These stars have their own public or personality. In some few cases the staffs feeling that advertising pressure relations men and women_ Since they're advert iser 's organization itself rides would be used to get material in pub­ paid by the stars, the objective of most herd on its " property:' That's true to a li cations if it didn"t get in some other of what the) do must be to increase iarge degree of Philip Monis and way. That odor is rapidly evaporating. the prestige of their bosses. Many of Horace Heidt, of Toni and its air pro­ Agencies find that they have to fight these press agents are top-flight news- grams_ Most of the time, the problems (Please til III to page 41)

WHKC, Columbus, 0., broadcasts a Boy Scout troop maling Amazo on Homemakers 10 show Kiwanis Club member trys hand at Amazo TYPICAL UNIVERSITY OF O KLAHOMA PANEL THAT SUBJEC TED ITSELF TO " LIE DETECTOR" TESTS OF COMMERCIAL REACTIONS The faltering farm commercial

~Io st a .... Olln cenle nts b e a.ne d a t, th e rural audien ce a re hig hly unre alis tic

' .' Farm commercials apparent­ audiences were conducted through the overall commercials, one Parkin Hatch­ ly do IIOt rouse the farmer use of the psychogalvanometer reacto­ ery, and one Skelly 2-4-D were tested. Ct" any more than they stimulate meter (lie detector type of measuring In the city groups, there were two the city dweller. Air advertising ad­ device) . Four groups of farmer men Hotpoint and one Phillips gasoline an­ dressed to the urbanite appeals just and women (110 in all) and five nuuncements given the " lie-test" treat­ as strongly to the listener who is 100 groups of city men and women (147 in ment. The commercials which were miles from nowhere. all) were tested. supposed to appeal to both rural and These are two conclusions drawn Twelve commercials were recorded urban women were for Calumet baking from a research study completed by off-the-air for the test. Six were ad­ powder (2) and Cain's coffee. the r niversity of Oklahoma for SPON­ dressed to farmers, three were pin­ :\ot only ,,,ere commercials for these SOR, under the supervision of Sherman pointed to city dwellers, and three were different types of products tested, but P. Lawton. Not a single rural com­ planned to sell the housewife, rural or the tests were made of various formats. mercial of the five tested appealed more urban. None of the advertisers knew There were singing, hillbilly, sound to th~ men who buy the products ad­ that his commercials were to be used t'ffects, and straight. The reactions to vertised, than they appealed to listen­ for the survey. The idea was to test different formats were far more re\'eal­ ers, who wouldn't know \\ hat to do "hat was being used, not "ideal" copy ing than the reactions to the com­ with the product, let alone use it. or appeal. In the rural group two mercials themseh·es. Sou n d effects The reactions of the farm and city Nutrena Feed commercials, two Conroy ranked first, singing commercials sec-

I. Farm commercials should be written by someone with first-hand 4. Details on how to get most out of products, what to expect from understanding of farm business, farm people, and farm products. their use, and what others have done with them, get results. 5. Don't overdo commercial time at expense of program. 2. Copy should be highly factual. 6. Give qualified farm directors right to use own judgment in editing ,.,:1 3. Material should be treated seriously. This doesn't mean grimly, nor commercials. They know their listeners-and listeners make sales. I is occasional humor barred, if not at expense of farmers. Frank Cooley, Agricultural Coordinator, WHAS, Louisville, Ky. I ond, s ing ing commerci als with a ~trai g ht tag third with the rural panels Co"""",'";"I,, 1·'~Il * -I,·sl,'d "" '·II;,·,·,'sit~1 of '".1"''',,6'', and fourth with the city groups, hill- billy formats ranked third with urban Product Type Consumers add ressed audiences and fourth with the farm audience to whom they were supposed to appeal, and straight commercials Nu:rena Feed Singing Farm me n ranked last with both city and farm Hotpoint products Singing, plus tag City women listeners. Calumet baking powder H illbilly All women The rauk order is not too important. Conroy overalls Hillbilly Farm men for the Unive rsity researchers poiut Calumet baking powder Straight All women out that it was only between the sound­ Conroy overalls Stra ight effect and straight commercials that Farm men th e difference in response was signif­ Cain's coffee Sound effect All women icant. The average response to sound­ N utrena Feed Si nging , plus tag Farm men effect commercials was 22_ 7 and to Skelly 2-4-0 Stra ight Farm men straight commercials 6_2 with urban Hotpoint products Si nging City women panels. With rural groups sound-effec t Phillips gasoline Straight City men announcements brought a res ponse of 12.6 and straight advertising 4.4. These Parkin Hatchery S:>und effect Farm men differences are significant. The other "psychogalvanometer reactometer (a form of lie detector ) yariations were generally under 20 1ft­ and thus judged to be not vital. There was little difference between responses of city and farm groups to farm and city product adve rtising. The University of Oklahoma report indicated the PCR* responses were as follows : F a l" m City P a nel products products City me n o 6.88 F a r m me n 11.2 6.02 City women 12.04 3.82 Farm women 3.13 3.83 City combined 8.60 4.60 Farm com bin ed 7.92 5.42 It would appear that the response of city women to farm commercials is significantly higher than their response to the tested air advertising for cit y products. This, however, is not true. City women enj oyed a sound-effec t commercial for Parkin Hatchery to such a degree that this response alone pulled up their reaction to all farm- Researchers check " lie detector" ( psychogalv a nometer reactometer) reactions of panel to com mercials product air advertising tested. If the response to the Parkin Hatchery sound­ PGR* "0611611""(';6" fO"","ls effec t commercial were eliminated from ""SI""'Sf'S 10 the report, the response to farm-p rod­ C ity Responses Farm Responses uct commercials would have been 7.28 for city women and the "City co m­ Type Me n Women C ombined Men Women Combined bined" index would have been 3.56. I The amazing correlation between "City combined·' and " Farm com­ Sound effect 20.9 23 .2 22.7 18 .7 6.5 bined" is such that the tT nive rsity re­ 12.6 port concludes, " 1f the combined samples used in this study are accepted Singing 12.2 12.8 12.7 17.8 5.7 I 1.8 as typical, it can be said that there is no indicati on that fa rmers listen any Singing, plus straight tag 16.4 8.5 10.7 16.1 5.6 10.8 mo re attentively to advertisements for farm products than they do for city 10.:; products." Characler (hillbilly ) 12.5 10.3 11.3 2.3 9.7 The distinction between farm and cit y products frequently is artificial Straight 7.9 5.6 6.2 8.5 0 4.4 (Please tum to page 55)

* Psychogalva nometer reactometer * psychogalvanometer reactometer (a form of lie detector)

1 AUGUST 1949 31

How to sample avacation Iladio udds a lie"· dillu~ .. sion to

••Brffi Millions are spent on re­ pages for advertisin g of resorts and an unusuall y effective job in promoting ~~;Q;~ sort and travel advertising. information about trave l. By reference, business. The famous Grossinger's in Only a relatively small portion of those it's claimed that radio has built no the New York and Florida ; All en-A millions finds its way to the air. This va cation-conscious group ready and ranch in New Hampshire ; the Year is despite the fact that broadcast adver­ eager to make reservations from r ail­ Round Playground Club of Ruidoso, tising reaches its listeners at a time roads and airlines, at mountain and New Mexico; Ed Craney's .Montana when they are relaxed and most sus­ beach hotels_ There are no depart­ Boosters, Lake Tahoe, and a number ceptible to the " take a vacation" idea. mental resort periods on the air. of transportation companies have A few state bureaus use broadcast time All this is true, but the truth doesn-t ample proof of how the spoken word to extol the vacation advantages of their go far enough. Broadcast advertising on the air produces direct traceable acres, some railroads and air lines do a can and does sell vacationing generall y business for them. fair air-selling job on their transporta­ and specific vacation spots, wh en it's While routine resort adve rtising tion merits but by and large the mil­ called upon to do so. Because it comes translated to the aural medium pro­ lions go to black-and-whit e media as invited into the home, its audience is duces business, the new trend of sam­ they have for generations. always ready to be sold relaxation pling what resorts have to off er has This is, in part, a form of pay-off. away from home-the lure of the ro­ been found to he many times more Newspapers run extensive resort and mantic, the open road. new friends. the effective. Gross inger's broadcast many travel sections. Publicity, pictorial and magic of the unknown. of its pre-sea:;on weekend parties to wordage, is run free to the extent of This it not just theory. During the sample the entertainment available 0 11 multi-millions of lines. Newspapers past few years, some reso rt and travel its mall Y acres. That's also the formula claim, and rightly so, that they sell the advertisers have broken away frol11 of the Allen-A Ranch up in New Hamp­ vacation idea all year 'round, that their normal procedures and have dis­ shire. Allen-A. however, does not stop they condition readers to turn to their covered that hroadcast advertising does at a few pre-season broadcasts. It spon-

. '-

about the good food Description of girls on lawn is bound to bring ou t sun wo rshipers and wolves

a piano on wheels. mule. three woodsmen, ---,,__ m_ icrophone. Allen-A guests are amused son, a weekly Breakfast at the Allen-A The broadcast is a typical hreakfast­ program would bring added business, o\-er three stations. WLNH. Laconia, club type of program. Al Maffie, since WLNH is a local station and !\J'. II., WWNl-L Hochester, N. B .. and WLNH program director, is the mc­ leaches the vacation area and its own the 50,OOO- watt WLA W, Lawrencc, personality boy. The o ld e~t woman at Laconia, New Hampshire. Listeners Mass. each broadcast receives "twin" or­ were ei ther locals or men and women The broadcast started as a one-sta­ chids, an "object" is hidden and when already on vacation. Neither group tion airing over WLNH. Allen I I. Al­ found usually creates a riot. Generally were, thought Albee, "prospects." bee, owner of Allen-A, didn't buy the it 's a chicken, pig, or rabbit. Coin­ In this he was wrong. While they time as advertising but as an entertain­ tossing sweepstakes are held. Quiz weren't prospects for the immediate ment stunt for his guests- and to get stunts in which difficult questions are season, they were prospects for next them up early for breakfast at least asked a man and his wife, with the season reservation£ and a sizahle num­ once a week (Tuesdays). If, reasoned wife always answering correctly, are ber who heard the show during its Albee, thousands each year travel miles part of the breakfast routine. The wife 1948 season while vacationing at other to participate in hroadcasts li ke Break­ is fed the answers via tiny earphones resorts in the Lake Regions of New fast iT! Hollywood, Breakfast Club. and hidden beneath her hair. The guests Hampshire. are guests of Allen-A in a host of like events, why wouldn't his know the gag-all except the husband 1949. guests enjoy getting up early one morn­ who wonders what has happened to his Two hundred guests writing for ing to he part of an Allen-A version of wife's brains overnight. reservations this season hoped that the a like shindig. Like all early a.m. audience partici­ program would be broadcast again. They did. pation shows, it's all very low I.Q. That gave Albee an idea. Why not use The demand for reservations for stuff. but that's what gets and amuses the program in the area from which breakfast in the dining room from the vacationers. most of his guests came-the Boston­ which the broadcast originated im­ As indicated. Breakfast at the Alien­ Lawrence territory. That's just what mediately swamped Albee but he A was originally just another spot in he's doing. The Tuesday Breakfast at posted a " first-come. first seated" pol­ the resort's entertainment schedule for Allen-A broadcast live over WLNH ic y. The dining room fills up at least which Albee budgets $35,000. At first and now WWNH, is tape recorded, cut an hour before air time. hlush, it didn't seem logical that the (Please turn to page 41)

News of water games is aired from beach. and it's a great vacation lure Weinie roasts bring out all at hotel. Planned entertainment is important

Square dances with Western flavor are a top summer feature on summer menus While ranches are more luxurious than hotels, guests think they're roughing it - COVERS 198 COUNTIES IN 5 STATES

•• • PLUS 24 COUNTIES IN CANADA I \

Guardian Building, Detroit 26 • Mutual System ~/ National Rep. Canadian Rep. -- Adam J. Young, Jr., In c. H. N. Stovin & Co. ------~------~ -----

1 AUGUST 1949 35 ------L, ~r. Spons~,. asks ...

~~'Vhy is that advertising agencies' radio pro­ du('tion deparltnents function at a Joss to Blost agcn("icsT'

Director of odvertising Tom De Bow I Petroleum Advisors, Inc. Cities Service Co., N. Y.

ization in favor of common sense. An advertising If in this highl y competitive post· war agency that goes The el a there are still radio production de· out to build a partments operating at a loss to the large radio pro· Picked Pallel agency, I'll wager that ways and means duction depart. will be figured out to make them profit. ment is in some· able. barring the factor of special con· what the same siderations. posi ti on as an I'm reminded of the new farmer agency that down home in Oklahoma. He bought builds a big print­ The que s t ion some pigs for fift y dollars, fed them ing plant to han· sounds a para­ all winter, and sold them in the spring dIe space advertising. Financially. an phrase of the old for fift y dollars. He was told he agency with a printing plant attached one, "Have you couldn't make money that way. His is not a sound idea. By the same token, stopped bea tin g cryptic reply was, "I found that out." an agency that attempts to confine as your wife"? I BLAYNE BUTCHER many of the creative and production haven't run Radio Director functions of radio, and more recently across such a sit­ Newell·Emmett Co., N. Y. television, within its own shop may uation in my 22 well find itself with an over· staffed years in r a d i 0 department that is functioning at a 1 have found, stations and ad­ financial loss. This applies to every· over the years, vertising agencies. And if any do func­ thing from the creation and production that most agen­ tion at a loss. there must be spec ial of radio and TV station breaks to large­ considerations. Otherwise, it doesn't cies operating scale, high.budget programs. make good business sense. their own prod. Our agency, J. D. TarclIer 8,; Co., There is no reason for more over· uction depart. does a great deal of work with TV head in radio than in any other phase ments are faced film announcements and station breaks. of agency operations. Certainly arti· with the fixed We would be foolish. however. to try sans in the radio field should prove no costs of operation more expensive than those ill other on a continuous to hire in enough pepole to do the media. In fact radio people, initially basis. This means complete job ourselves. Instead. we trained in radio stations, are often that the agency, III order to maintain use the services of a number of reliable versatile enough to discharge a variety an efficient working organization, must TV film producers. We plan our own of responsibilities in contrast to the carryon its payroll its basic production campaigns for a client, then turn the extremes of specialization that fre· personnel during periods when busi· scripts over to a film producer for quently exist among personnel em­ ness act uall y doesn't warrant their ex· shooting. In that way, we take advan· ployed in copy, art, and other phases penditure. tage of the generally competiti"e situa­ of space advertising. Too, so that top production talent tion among the large group of indepen­ When a radio department insists can be secured, top salaries have to dent packagers and producers who upon personnel down to the third assis· be paid for relatively few shows. ln have been at their job for years, for tallt stopwatch holder, then the agency package agencies the control of this the most part, and who can work well has high overhead. If, however. people top talent is di" ided over a numher of with agencies on client problems. This are employed who can not only hold a important shows. is just one method and one place where­ slopwatch, but can read it too, the LESTJ<:R L. WOLFF by we keep our overhead down. Pro­ agency has moved a step in the right Lester J.. Wolff Aclv. Corp. ducers work for us when we have work dirf'ction, alld eliminated some special. New York for them to do. They are not part of

36 SPONSOR a large ~taff, which may look impres­ sive to a client, but which only adds a financial burden to the general agency WCFL overhead. Another reason why radio depart­ adds a new star to its crown- ments. particularly at the very large agencies rather than at small and medium-size ones, have financial prob­ lems is that radio and TV can often be a matter of ups-and-downs. Some clients are unwilling to stick to one form of radio or TV long enough to develop ratings and sales. Some other clients, fortunately in the minority, are embryonic showmen, and while they leave their black-and-white and magazine advertising to agencymen familiar with the problems of the par­ ticular medium, they will try to run things their own way, sometimes with disastrous results, in radio and TV. Also, when radio production depart- ! ments get too large, too involved, and too loaded with "specialists," a sudden cancellation of a client's contract can catch an agency off-base with more I overhead in the department than it can readily afford. I Smaller agencies, with their greater I compactness, the versatility of the agency's staff members, and their will­ '~\Y' ingness to go out on the open market RUSH HUGHES HAS COME TO CHICAGO and IS heard to hire independent producers to do a exclusively over WCFL! Here's a vibrant, wll1ning person­ lot of the production chores, do not often run into that problem. An agency, ality new to ChIcago radio, Hughes IS an established star with particularly one with a large television unusual style famed for performances over West Coast and staff, will find today that the cost of natIonal networks. and later for record-breaking audience running a large department can only ratings in St. LOUIS. The new Rush Hughes show is full of go up, due to increased facilities good talk . . . interestll1g interviews ... and fine music! charges and generally higher time I costs. Some of these increases, such as extra TV rehearsal costs, are being absorbed by producers because of the AN AUDIENCE·PlUS FOR THE RUSH HUGHES SPONSOR competitive nature of the package­ - he follows the popular Breakfast Club, Monday through building business. Agencies have no­ Friday from 9:00 a.m. to 10:00 a.m. Time is available on a body to absorb that kind of cost if they are doing all the work by them­ block basis in 15-minute strips across the board, or in minute selves. It has to come out of agency announcements on a partici pating basis. For full information, overhead. contact \X'CFL or The Bolling Company, Inc. There is no single answer to the problem of agency radio production departments functioning at a financi al loss. The situation can be corrected only by better agency planning. de­ centralized operations, and a thorough WCFL knowledge of time-saving and cost­ 50,000 watts • 1000 on the dial cutting methods. The Voice of Labor BOB KELLY 666 Lake Shore Drive, Chicago, III. Radio Director Represented by the Bolling Company, Inc . • f. D. rarcher & Co .. N. Y. An ABC Affiliate

I AUGUST 1949 37 Whats the big

I 1 ,I

I THIs ... Change audience participation to Listener participation. That's the big IDEA in Columbia Pacific's Your Stand-In and Junior Stand-In, the grown­ up and juvenile versions of an idea that lets the listener com pete th rough a "stand-in."

Example: a half-dozen youngsters in a hospital polio ward wrote to quizmaster Jack Gregson, asking for a chance to win some of the prizes earned by youngsters appearing on giveaway shows. JUTlior StaTld·ln* chose six children who had recovered from polio ... let them double for the bedridden children. Then it tripled the prizes won by the proxies in the studio and sent them to the boys and girls in the hospital.

[,istena participation is a hig IDEA that gets big response: Another CPN program of this type pulled 13,424 letters in one week.

For a big IDEA that can turn response into sales ... call Columbia Pacific, the idea netwo rk.

* For sale

Represented by Columbia Pacific RADIO SALES, RadIO and T elevision Stations Representative, - the idea network CBS; New York, Chicago, Los Angeles, Detrait, San Francisco, and M emphis RTS ••• SPONSOR RE paR TS ••• RETAIL SALES -continued from page 2-

FM no dead dodo, according UP7% to recent survey findings Northwestern U. radio department recent survey IN WGAC-lAND! indicated that in AM-FM homes 69.4% of time that radio was in use FM band was preferred. NBC's Washington survey indicated this spring that in D.C. there were 142,000 FM homes and 110,500 TV Business is homes. In D.C. FM homes listened to FM 2 hours BOOMING and 3 minutes daily. and General Foods net sales and income continue up Merchandise is Although Clarence Francis, at his annual press con­ ference, hedged on heights he thought General Foods would reach during its second quarter, GF's net MOVING sales for that quarter were $8,000,000 over same As Never Before quarter in 1948. Net earnings for first six months were $2.50 a share against $2.41 a share in same 1948 span. General Foods is a firm believer IN WGA(-LAND! in broadcast advertising to move food products.

Standard Oil of Ohio Reasons? Here are a few: buys special sports network

1. $30,000,000 annual poy­ Following lead of number of other great oil com­ roll from newly re-octi­ panies, Standard Oil of Ohio is setting up special voted Camp Gordan! sports network this fall. Network will carry games of Cleveland Browns All-American Football Confer­ 2. $72,000,000 C I ark Hill development in midst of ence team. WGAR, Cleveland, handled sale and will construction. be key station for web. WGAR and 14 stations will blanket Ohio. 3. Industries still going full speed-all types of con­ struction ot all time high Druggists to fight for •. . no unemployment. fair-trade pricing :, ;1 National Association of Retail Druggists is ADVERTISERS reversing field by starting educational consumer campaign pro-fair-trade pricing of drug items. All I are making new sales national drug advertisers on air are expected records on to cooperate with Association, with local drug­ gists already explaining to public reasons why fair-trading is good for public.

Employment and unemployment both up-Department of Commerce Lost among most employment reports for May was WGAC fact that while unemployment was up, employment was up also. Seemingly contradictory information 580 Kc.-ABC-5.000 Watts was caused by fact that labor pool was increased by AUGUSTA, GA. large number of youngsters of high-school and college age. Influx, due to graduated ex-GIs, Avery-Knodel was greater than for many years. Information from Department of Commerce.

40 SPONSOR PUBLICITY tions on which Amazo advertising was V ACATION (Continued from page 29) placed sent wires with a bottle of milk (Coll tinu ed from page 34) and a box of Amazo to their top fans. for position for their clients' adver­ TV programs presented the d e~s? rt. to ten minutes and broadcast over In th is case, hroadcast advert Ismg tisinO" and that's a big enough burden WLA W. It's aired Oil the following 0' bl' was part of the promotion. I t was not for the actual expenditure in a pu 1- Saturday each week. DOll McNeill's strictly a case of promoting radio, but cation to carry. Agency pressure for ABC Breakfast Club is a five-a-week "editorial cooperation" has been at a of radio promoting a product and an broadcast with a well establishcd audi­ very low ebb for a number of years. agency proving its ability to make use ence over WLA W. Allen-A's choice of of radio's promotional scope. Only fringe organizations use the ad­ nine a.m. on Saturday was predicated Kenyon & Eckhardt's operation is on holdinO" McNeill's audience with a vertisinO"o big stick to get publicity,. and o . their success isn't outstandIng, to 8ay unique in radio publicit y departments similar type of program for ten mlIIutes the least. of advertising agencies. and reaching an extra audience via a Another agency that does a to!)­ Publicity budgets run from as little newscast for the last fiv e minutes. flight job of press agentry fO.r. rad~o as $1000 a year to the yearly $250,000 It's worked. After the first WLA W programs, although the publIcIty m that was reputed to have been incorp­ broadcast 20 couples called Allen-A some cases has not enabled the agenc.y orated in the original Jack Benny­ for reservations. to hold an account or a program, IS Lucky Strike contract. Lack of pub­ His current boadcasts are geared to N. W. Ayer. Wauhillau LaHay heads licity on a program is also said to have Allen-A's being booked solid during the radio publicity department of this lost aO"ency accounts, and Jack Benny's 19;)0. Other resorts around New Hamp­ agency and can do either a creative blast ~against Young & Rubicam is a shire are reportedly 15-25% off of last routine job, as she does for the Bell long-remembered example of what can year's bookings. Allen-A is doing all Telephone Hour, or a flair job as she happen to an important program han­ the business the resort can hold. did for Rexall with Jimmy Durante. dled by an important agency for an It's Albee's sampling technique that Miss LaHay's constant follow-through important client. (The client at that has produced roundly out ~n Califo.r­ (she's an ex-radio editor herself and is time was General Foods.) nia. t:ach Sunday morning BIll Baldwm assisted by Doroth y Doran, another Each year, The Billboard polls news­ and Ruby Hunter interview guests who ex-editor) has earned kudos from the paper radio editors on what they think are having an out-of-doors breakfast men and women she services. of agency publicity departmen~s. (The at the Old Hearst Ranch in Pleasanton. Harry Rauch (Young & Rubicam) poll also checks network and mdepen­ The bO"uests and Baldwin and Hunter and Al Duranty (1. Walter Thompson) dent press agents.) Agencies do not play quiz games and generally have a head publicity departments of two of stand too high in the graces of the O"ood time. The following Sunday at radio's top agencies. Because Duranty editors. The leaders are generally 9:30 a_m. the recording is broadcast has traveled and met most of the Young & Rubicam, J . Walter Thomp­ over KSFO in San Francisco. There's editors he services he stands high in son, N. W. Ayer, Kenyon & Eckhardt, solid evidence that plenty of vacation­ their regard. Rauch for years has had and Benton & Bowles. Other agencies ers from the Day region go down to top proO"rams to handle and he does a break into the top ranks in som~ ye ars, the ranch to be on the program. O"ood c~nsumer-press public relations but these five are consistently in the o • Sampling isn't the only yroducth-e jobs. Both agencies are conservatIve. running. Newspaper editors are able means of selling the vacatIOner. The although Y&R's operation (~ureau of to evaluate only the releases of the many programs originating at airports Industrial Relations) is an Important agencies and the direct services they and union stations, however, are also part of the agency's service to clients. render. forms of sampling and the thrill of Many agencies hedge their respon­ hearinO" well-known personalities being The full scope of a Hal Davis (Ken­ sibilities by hiring outside press agents yon & Eckhardt) operation is seldom O"reete(l upon their arrival at different to work under the supervision of the ~orts and stations have spe~ded mil­ ~ppreciated by an editor. Hal is an agency executive in charge of public exploitation man with the ability of lions on their way- to the ticket WIll- relations. That frequently overcomes dows. selling his clients and his agency execu­ agency reluctance to take chances. The Very often it hasn't been a g~eat tives on taking chances. When he independent press agent takes the radio station that has done the Job, decided to fly some calfs over to start chance. 1£ he comes through- the but a well-situated new outlet. One a new breed of cows in Greece, the aO"ency is sitting on top. If he fails, he's b • such is KXRX in San Jose. This 1000- idea was full of dynamite_ It could fired. It was the mdependent press watt station came to the air in 1948, have all blown right up in the Borden agent's overstepping his authority that company's face. not a propitious time for a new outlet, made all the difficulties. for business started sliding for broad­ K&E's publicity operations also ex­ Publicity is not a science. Press casters in late '48. Lake Tahoe is an tend into the realms of product intro­ agentry is not an art. all-year-'round resort which appeals to duction and promotion. Amazo hasn't For the record no one knows what California ,-acationers. The Chamber had a big network program as yet ; it is but it's the life blood of show­ its use of radio advertising has been busi;less and a new product without a of Commerce bought {or was so ld I all restricted to selective broadcasting. touch or'the theater in its presentation the time on KXRX from midnight to That doesn't stump the K&E boys. They just doesn't make the .grade th es~ da.rs. 6 a.m. All night long, the announcer had Bo y Scouts, Lions and other lunch­ Publicity. promotIOn, explOItatIOn sells the merits of the resorts in the eon clubs, men with and without dis­ are three keystones not only to building central High Sierras. The audience dur­ tinction. make Amazo in 30 seconds' a broadcast program, but also to insur­ inO" the wee hours is difficult to check. time. The women's directors of sta- ing product success. ~ ~ ~ o ( Please tUTTI to page .56 )

1 AUGUST 1949 4 1 an inst~nut I~r 3111111311r

Barnum had it ... so did other great ~howl11en like Ziegfeld and George 1\1. Cohan-the rare quality that made everything they put their hand to a tremendous popular success.

Today~ that same instinct reveals itself ill all the programming triumphs NBC ha~ scored since the birth of network television:

top-r(ltill~ ..,hOlt·S ill et'ery category from drama to u'orld lleU'S

for thl' first half of this year, 5 of the top 10 spoll.'wred programs

for "ine cOllseclItire months, more vieu'ers for all pro~r(lms together tha" ""y other network

Better programs ... lliggcr audiences ... e.-rtra selling efIectivencs ,-these are the solid ad vantages that are attracting the largest number of national advertiser:-; to NBC, America's No.1 Television Network.

For the most spollsomble II ell' sholl's ill tc/cL'isioll. sec pa~e folloll'illg comparagraph. c...... \101",., ~

"~- . 100 • • ~~----~ ' ~:;~~ ~----~-----f----~------+-----~----'" .00 ..... ",' I n .. 110, .. .,­ .... ,~~ ~" ... ~ .... •, .....e .... HI ... 100 .... ,• 00...... -...... c.o...... 00 .... - "" n \0,. 1M ...... - ,(10 ... '_n , .... _ ~. ­ ...... <1 ... - ~ ' 01 .... . (;..0...... _ , ... , I.. ' H._ - .. "" ' H._ • I h '­ ,-",-,,­ '. 'Oil,_ s.-1_0I '1(10._ ~ I.. ,OOO, A n u,- ~ .... _ ,,.I,) . ~ .. ~. ~ I ' '14 .... ~ ~. \., .... • CA.­ ...... ,,10 ,.1

' 00,,,, 10li0 , . .. t 0...... l' 'GO , ... ..10 ..... ~~ .. n. . "p .... • lO .... ~_ ... _'."'"$.010", ' 00._ ,H.", t_l, ,.. ...TWT .10 ..... ,t •• _ ...... s..... _ ...... J,M,...... 'i6._'00 ...... '.::: '1 ...... '...... , IVI._ 0<0 •• • 10 ..... 1. I.. '1(10' .... 0...,. "'-_H_", ' .rH-.4I.o_ n. 1100.", ~u'-- ", ,-QOI, ..... ,JO ...... ,... " '01._ ".' .... '.4, ", .JO .... '00 ... '-..... 0., ..., 0'«1 ...... "' ... ~,' .'.,"" ... "". 1'\ I'W .... 1'9'" ,...... '''''"'00 ... ,..... C"~'" s.. lOCI.," 0.0,.. 0., .. _ ". 1"" ... 100,,,, ,.. ~. ... ~' .... I t::::' '0'1, ...... ,..... N ...... "I , M, .. '" 1_..... 0...-. t. ~ ...... 101 ...... 1"'_010 I • "., .... " .. I 1'1, .. w., 1.0 ... I'" S. ".. I.WT\ In .... W..... I.I... \.0 ...... 1111),...... 'l.. 1.0>0 ..... '01, ... · ", .. 4 • ., " .... , .. ", ,.,,10.- r.,. 1...... 0\' .-~ I~:.: ..

w~.. r-----~----_+------+-----_r~__.~------t_----...... '-.... , ~:.~' .\I. ~:. ~ ...- .':;-:...... 0.,. ".,' ~ '~.:" "'-:0.,0., n.

H"'''00. I ,. ~ooW ... ''O.... H . ~ I, "_, I.'\Sh.'0'

~, .., S.... f '" ~. 5""l f ", s.... . F.-y 0 •• . ~. ~I .. U .. (o ...'0' f.oool. _...... '0' w '".. "h• • G. .. f.oool~ ~." -oIy." <-,.

1.<1, •• , ~ . .,,," .... ,

.... ,1 ... ".1 1 -00 .. ", , 100,,,, k •• Fod. IoA .I, ", . 00 .. ", 'n'I.I. ~ .,.1O , • 00, ... l.I.!o..f. .. ~ hllo f. •• c.. ... d.O.., ,-00,,,, I·.d. ,.11. .. e.19'" '.1",0/ ... .h~!~~_ I ()I•• ' 01•• ' 011 •• '" ' 001'''' .... ~ ... ,.... "",,~~. . '0' " (H , .... ,. ,­ .c.. . ..y,., .. I ..• ... I e .. Y.. ' .. .e... '1'" ,.. e .... ,!., .. " . 00,,,, .1 .... ·• .. ~~ O,,~, F-..d, .. 4 )0,,,, a.IoA"., • 00,,,, G •• ".lf..,j, .," 7. ,'" ,"I~ 5 00,,,, G ••".I~o'." "W, • )Q, ... 100, .. G,,1.tI. , " • 00, ... I.·., .... "': .... , , , G.,"",,,.~ ., tOO, ... " '"I.'~.I .• ~. ' eoU.,oH •• 110,,,, 1.,,, ...... 1 ~I.oo W 4 45,,,, ~ .DotQ .. 5)0, ..... ~ IOII W 1001'''' t1 W U9.· • ~ •• ". 1001'''' ..&I'O.... ~ , '000 1''''. lo .. . UI . Co ...... , lo,,-.,.41 ., , •• Co.~ S '.:.~.:... ,~ • 00 1''''. 1>0, .. ~. , .. ..,.~ . ''''''''1 J.. l ••• 5 )0, ... '"'.,_. .." ..... IC ... .. " .... H ColI ...... , .... I .... q. " 100, ... "1... ,,1 ! .. ,.! '.III.d. " .n,,,, ~~ ~,, ~ I ....d • • , ~.e .. .. ~ ' ... 1.· •• 6 .... ~., \, , '~.Iu " • 00 1'''' ...... '~.I.,~ 10001'''' ~. " ("'" ~ ... ..,. ... ~ " ... ~.,~.I ,~u." ~ q w SO)O,,,, u" I··...... ,,, .• " c~"',,r.' ~ RC .... '1'.<'" ~ 00,,,, .'1 " It J '.,...Id, .w, ... n ••' •. ~ ~':..~.'...... S.~ ... "'"., .....,..,,... c...... , " "",," "­ ,... ,~ .. i ... 1! 1 )0, '" .... -,., ',,,," ~. 0.. 0.•• 1 Co .. f_~ ,. ,- ' I ... V". ~ ,,- " • 00 1'''' , ... U So .... , f...... 5 )0,,,, .• " h ,H I c.. V '.bt... , 'i)0,,,, w~.'.~.11• "W, 500, '"

c.. .. ~. n..." .... , I,,'" I.~ ...... , ... , ~ 0., "~ 'I ..d . ... I~",,,,'" .. 510,.", ... ,,". , • 00,,,, .... 1 I~. ! ••\ , 1 00'..... c.."'.IN .... e ...... '.4' 1 50, '" en N... , - , 1 )0, "'. e.I.~."'l"i"'. ., , 00,,,, e~,I"r.*ldi.,p •• COo, ' 000, ..... eoolq. ,.n•• ". ,. • 00, '" w.",r... " . .. d. ,. h,.p' " 1 00' ..... u.. eo' •.• " V"'~' ,.". Fo, I~. Mo'" , 1 10,,,, C). I"" •... ~ , ~ " .... h •• (;...dl'q W 1-00 ,.on .. H~DJ .. '4x... "'.. 1 .. .)0'.... H..... i ...... CI~b 110,,,, ...."" H ... d, Oood. "'~WT~ 5451' .... ~ . l .... '. F.•• • OO .• 100,,,, ~. l .... 1I1. ,~. G ..... "' 700, .. (0.11.,,, "W, 510, '" ~","~ :.. ::r ...... , 1~ " . N .... 7001' .... 04 .. "" J.t-.... " , 00,,,, 0.., ...... 1.. ' H ..... ", .00, ... , .IH .. dI·." .,. .15,,,,. PIokoi., ...... , " .,~ .-00, ...... So)O,,,, t:~.~u~b "., 500,,,, s,.p n. M.,·< " 100' ..... ", • 00,,,, .W 1 00' .... tr: .. ~;-: .. ". """',01 Too' ) .•• J 00, ... It...,,, • ., .... ,.1"Iq ", 100,.... ."".,.. T...... , .... e~,."., '-00 ,'" W.... S•. dl~.I .," 1 00, .. W IO"~'9 W • 101'''' III 3111 11111113111

.... is fin e enough to become an NBC Television feature. Here are six; that made the grade, each outstanding in its class, each ready to work wonders for a video-minded sponsor:

THE BLACK ROBE BeliEVE IT OR NOT

\\ , j I "\'/) i J J I THEATRE OF THE MIND GARROWAY AT LARGE

LIGHTS OUT BROADWAY SPOTLIGHT NBC TELEV I SI ON ./

is first step in making a good film TV commercial. Campbell­ follows the research. Leo La ng lois explains to writer-prod II 1.research Ewald's Leo Lang lois is looki ng under t he hood for pointers 2.scripting Ma urer some of the mate rial that should be included The TV station break Creutive ubility ranks as high as dollars in I)rodllctiv ity of the short s hort c ODllllercial

It's possible to do a top mercial of similar length. You won't regional selective), the TV advertiser selling job with a 20-sec­ get results like that, however, if your who decides to use TV breaks and ond TV film announce­ TV commercials are merely radio announcements cannot plan in terms ment. To such a degree has this been commercials with badly-planned pic­ of "live" commercials, except for the established that the ranks of broadcast tures." fe w home -service 0 r participation advertisers who are using TV an­ (Of interest to all TV-minded agen­ shows that take them. nouncements (1 minute) and station cies and advertisers at this point is a To keep quality consistent, as well breaks (20 seconds or less) at the na­ word of caution from this same agency­ as to a void some expensive production tional, regional selective and local-retail man regarding length of TV breaks charges that inevitably come with level are jumping daily. The field and announcements, more than 97% of "live" breaks and announcements, the nevertheless has many uncharted and which today are on film: "The adver­ TV advertiser today is almost auto· unexplored factors, and the answers tiser who makes one-minute film spots matically required to do his TV sell­ are not to be found over-night. Despite as the backbone of a TV campaign may ing on film. Film breaks and announce­ this, there are some definite rules and wind up with a lot of film on his hands ments are roughly the equivalent of findings in the field 9f TV announce­ that he can do nothing with. It's been radio e.t.·s. They can be extremely ments and breaks that serve, for the tough for the last six months to place flexible, both as to costs and manner time being, as signposts for the TV minute films, except in local programs of presentation. Virtually every phase advertiser and agency. or non-cable-serviced cities. Minute The TV head of one of the country's film spots should never be an adyer­ of radio e.t. production has a film leading ad agencies, an organization tiser's first thought about TV. He'll be counterpart, and at the same time TV that places visual advertising for more much better off, and will get far better films offer selling devices of their own. than half-a-dozen clients. spoke his availabilities, if he sticks with shorter The TV-selective ad\"ertiser has at mind reccntly about one of the biggest lengths. like 20-second film breaks.") his disposal everything from full ani- I pitfalls faced by the new advertiser in I t is an cstablished fact that the mation an d elaborate stop-motion using TV annOUllcements and breaks. planning and production of good TV (examples: BVD films, American Tob­ Said the agencyman: "Research shows breaks and announcements are increas­ acco "dancing cigarettes"), through that the impact of a good visual com­ ingly specialized jobs for specialized trick opticals, musical j ingles, and mercial can be anywhere from two to people. iT nlike radio campaigns at the dramatized situations, to slide films, ten times as great as a radio com- same level (national selective and with or without sound. and silent films

48 SPONSOR ' , turns on steam when Maurer makes pitch to Chev­ in production of Chevrolet station break. Maurer Ii ~t conference rolet ad director French and agency v_ p_ Case 4·moviola check views each frame to judge way it will look on TV

with locally-done live narration. Which typical station breaks form to use, plus the details of pres­ entation, is a job only for people who have ei ther movie or TV backgrounds, and preferably both. The reason is simple. TV film users are, after all, in the motion picture business, whether they like it or not, and many of the basic rules of movie­ making apply. Just where and how they apply cannot be judged by people who plan TV in terms of radio. What functions well in radio (or any other basic advertising medium, for that matter) will not of necessity function in TV. Most TV advertisers and agency­ men dismiss this simple precept as being so obvious it is hardly worth repeating. Still, the problem is there. It is no easy job to make radio-trained executives, who have thought in terms Amazo uses stop watch to prove speed in making Ford matches its beauty against beach sirens of the power of the spoken commercial word for years, realize just how the spoken word means in terms ~ little Cinemart shows world of tomorrow for Tavern Beer Pequot sheets show newlyweds making twin beds of a film commercial. The problem usually arises first at

I agencies, whose TV staffs often have diplomatic word duels with radio ad­ vertisers. Since few agencies maintain film staffs, and still fewer have regular film departments, the independent com­ mercial producers of TV films, who make TV films for agencies and clients on a "piece work" basis, are up against the problem, too. A leading film-maker ,told SPONSOR : "You should see some of the scripts that come in here! We get shooting scripts that are so loaded with dialogue they look like radio copy. We get the other kind, too. ISome agencies and clients come up Iwi th visual ideas that sound like Metro ,extravaganzas or Walt Disney in Tech- (Please turn to page 51)

II AUGUST 1949 49 I With this report TV Trends sta11s its second year. In place of the mOllth base which was used during the past 12 months, the average I ness placed per month during the year is now used as an unadjusted It's too early in the history of television to adjust trend lines for tv trends variations. June network business was 257.870 of the average SPONSOR'S constant sample of ten cities network TV business was 88. Based upon the number of programs and announcements placed by sponsors an TV higher than the average month. Selective TV business growth hasn't bee stations and indexed by Rorabaugh Report an Television Advertising. Business placed rapid as network but local-retail has been even better. Radio-TVa during average month June 1948-May 1949 tising still leads the network and local-retail use of the medium is used as base in each division of report. Jewelry (watches) up in front of the selective TV placement. Beer · Wine is also an important buyer of selective TV time.

"TOTAL" AND TEN-CITY TRENDS BREAKDOWN OF TV BY BUSINESS CATEGORIES

OCT NOV DEC JAN FEB MAR APR ., -

NETWORK

257.' . 'j Gray area: total units of business i"! 1000/a = ayerage 12 months June '48-May '49 I I I I .... Black area: constant base ~ot 10 cities, 15 stations NAT!ONAL & REGIONAL SELECTIVE _ 1±t±±±m±1:11

.' Gray area: total units of business 185.6 - ~ 1000/0 = ayerage 12 months June '48-May '49 I I I I .... Black area: constant base ~ of 10 cities, 19 stations

LOCAL RETAIL

Rldio TV & Appl Mise ~ewelr, . Beer & Wine I I Gray area: total units of business 100alo ~ ayerage 12 months June '48-May '49 I I I I .... Black area: constant base ~ of 10 cities, 19 stations THE TV STATION BREAK marily visual. A typical fi lm-wise (Continued from page 49) agency executive, Campbell - Ewald 's v. p. Winslow Case, sums up the aver­ lIicolor. We can turn out a darn good age reaction : "We feel that 8570 of 20-second film break, but we can't give the selling impulse can be channeled a client Mickey Mouse for a thousand through the eye. That means that wi th dollars. " TV films you can get away from stri­ There is considerable room for argu­ dent selling and still be effective." ment about the " balance" of aural and The other school believes that an visual impression factors in a TV film 85% -1 5% visual- aural balance t a fig­ announcement or break. Theatrical ure almost exactly the same as Govern­ film experts, like Robert J. Flaherty ment findings with military-instruction (Nanook, Louisiana Story, etc.) J osef fi lms) may miss the boat if placed Von Sternberg, and Rouben Mamoul­ on a national selective basis_ The theory goes something like this: TV LOS ANGELES : - '· Let\. ha\e more of ian go all-out for the visual impression_ Bergen," said a card we got the other feeling that a 90% -10 % visual-aural film spots come at a timc whcn the day. Our Southern California viewt'rs viewing a udience is enj oying a "seven­ had seen Edgar Bergen in hb first TV balance is best. This applies, of course. appearance since retiring from radio ... to feature-length theatrical films where th-inning stretch" between programs_ of course, on KTTV. Top drawer talent the audience's attention is directed at Viewers a re walking around the room, has always been part of our strong lo­ refilling glasses, tuning their sets. and call y-produced shows here. Iiollywood is all times, without distractions, to the a vast reservoir of singers, da ncers, actors continuous story unfolding on the generally relaxing. Therefore, TV spots - gift ed entertainers - and we have been must also have strong " aural sell" to drawing on all these people to program theater screen. Such thinking came as bright, refreshing television. For instance, a counter-reaction to the early days of make a point when the audience's last week such well-known names as Alan sound movies, when the newl y- perfected viewing attention is wandering_ Mowbray, Sonny Tufts. Bi ll y Burke, Vin­ cent Price, l\larjorie Reynolds a nd others soundtracks were so laden with dia­ A SPONSOR survey of leading agen­ appeared on regularly-scheduled KTTV logue that audiences grew restless and cies and fi lm-makers showed clearly shows. Then the New York Chevrolet dealers bought ou r "Pantomi me Quiz," that there is 1I0 absolute answer to bored. the first Hollywood production to hreak TV is something else again. There the problem. The nearest thing to a into the I\ lanhattan market. From CBS­ rule-of-thumb came from an agency TV we have T oast of the Tow n, Fred is one school of thought, which hap­ Waring, Arthur Godfrey and more. The pens to be that of the majority, which film man, whose job it is tu adapt point is we're offering our viewers not says that the balance should be pri- ideas from over-all advertising camp­ only high-rated nel\\ ork shows __ . our aigns tu visual film announcements. local shows are loaded with talent, pro­ duction know-how, and audience pulling Said he: " The best way to sell a prod- power_ uct or service by fil m breaks is first T IKE KIDS, we boast of our "parents" of all to start a fil m with a strong atten­ L (because they can be boasted about.) tion-getting gimmick, like a jingle and KTTV is 51 % owned by the Los Angeles [rick animation. Once t he a udience's Times and 49% hy CBS. No question in anyhody's mind that the Times is attention is yours, then you can go to Southern California's leading newspaper. work. The aural-vi sual balance will And cns programs certainly have becn stealing the ratings. That gives uo;; the I then vary with the type of selling to hest in network shows ... plus the strong be done, and the nature of the product. right arm of this area's greate"'t news­ A product whose selling points require paper. So we're part of a sound, expand­ ing 101'al picture that al"o finds us as more explanation- a linotype, for in­ CBS's Hollywood T\' ~ tation. · . for your Television Shows! stance- will need more aural selling · . Technically Correct! than one with a high \"isual appeal. ANKERS are supposed to ha\e steely · . over 100,000 in stock! Beyes, at lea~t when asked to part with The basic approach should be from the money. When the 35-hranch Citiz(,n's , visual angle, with the spoken word act­ Bank started the Vienna Philharmonic series over KTT\' recently, we thought ing as a supplement." that tele\i~ion certainly had arrived. Now Selling ideas in TV fi lm commercials along comes the w orid's largest bank, The same speedy service enjoyed Bank of America, and ~tarts " Kieran's by NBC, ABC, CBS·TV, WABD, must fl ow smoothly from idea to idea, Kaleidoscope" with us 011 Sundays. You're WPIX and Major Broadway Pro­ with the audience accepting each as not only in good company on KTTV, but ductions! ; being believable. To do th is_ full ad­ in company that knows how to look at a buck. If outside NYC, wire or vantage must be taken of til e fact that airmail your require­ TV is a visual med ium. Failure to do ADIO SALES knows our latest avail­ ments; 24-hour service Rahilities. Ask them and get the usual when desired! this can cause some unpleasant results_ speedy reply. A series of one-minute fil ms spots made recently for the Ice Cream Novelties Company (not fi lmed, as reported in the trade press, by the present agency, NIonroe GreenthaL but by the previous I agency which no longer has tllP ;=1('­ count) is a good example. Buried deep 'n the fi lm announcement was a pre­ mium offer for a sweat shirt. obtain

II AUGUST 1949 51 I I I NOW! Modern, Comprehensive TV IISlagingll plus I able for product wrappers. The films were shown on TV in the East, N EW TV REVENUE from Pattern Time Chicago, and the West Coast. The pre­ mium failed to pull. The reason: men· tion of the premium was purely aural. ~ withtheGRAY At no time was the premium show visual. Also, the soundtrack was work­ ing at cross· purposes wi th the picture, TELOP I since one thing was shown and another i thing was talked about. The offer laid

This most versatile telecasting I an egg. since the visual element won optical projector enables dual pro­ out. lee Cream Novelties will continue jection with any desired optical to use TV, despite rumors to the con­ dissolve under exact control. trary, but the Greenthal agency will be The accessory STAGE NUMBER , careful not to repeat the mistakes of the adds three functions separately or previous agency. __.. simultaneously: a) teletype news It takes time, money, brains, and _ ..~ strip, b) vertical roll strip and c) effort to make a good TV film break revolving stage for small objects. or announcement. Already, in the The TELOP, used with TV film cam­ short and rapid growth of national eras, permIts Instant fadIng of one and regional selective TV, it has been object to another, change by lap amply demonstrated that the eclectic dissolve or by superimposing. methods of Hollywood B-pictures­ Widest latitude is given program that is, taking bits and pieces of suc­ directors for maximum visual interest and increased TV station cessful movies and putting them to· income. gether to make a "new" story-merely prove the adage about one man's meat Fo, lull d.ta" , .."t. lot Sull.t.n T·IO I being another man's poison. Borrow· ing film ideas from other commercials. GRAY RESEARCH merely to save time or to cover up for and Development Co., Inc. lack of originality, makes no more 16 Arbor St., Hartford 1, Conn. sense, film men agree, than trying to build a house in ten different archi· tectural styles. The most effective film breaks and announcements are de· ask signed from the original idea to final editing as a custom job for the particu­ lar product. Any short·cuts impair the JOHN BLAIR & CO. over·all effectiveness of the commercial. SIMPLE ARITHMETIC A fairly good series of, say, six 20· IN second radio e.t. station breaks can be allollt the made, from idea to final pressing, in a MUSIC LICENSING week or two. Good ones have been BMI LICENSEES made in less. A good TV film·break HAVENS & MARTIN Networks •.. 22 series will take as long as six months AM ...... 1,974 from the time the idea first strikes an 409 FM ...... agency TV man to the time it is fir~t STATIONS 77 TV ...... shown on the air. The average time to Short-Wove . 4 make a good series of films will run IN Canada 150 somewhere between fi,"e and ten weeks, RICHMOND TOTAL 8MI and unit costs will range between $100· $1000 for silent film and SI000·SI0.· LICENSEES .. 2,636* 000 for sound·on·film jobs. You are assured of A study of the time elements involved WMBG - AM complete coverage in making a typical film break·and· when you program announcement series can be very reo BMI-licensed music ,"ealing. One such study was made WCOD -FM * As of Jury 25, 194 9 recently by the Campbell-Ewald agency, which supervises the making of TV film breaks and announcements for two W1'VR - TV blue· chip accounts, Chevrolet Division of General Motors and the Chevrolet First Stations of Virginia Dealers Association. No newcomer to I film-making, Chevrolet has been selling

52 SPONSO R cars by theatrical "Minute Movies" (the actual length, 20 seconds or 60 U I d ·t since the late 1920's. The agency has seconds, does not make much differ- aroes I had the account even longer. The ence) is now ready fur showing on the Chevrolet TV film commercials are visual air. simple, effective, and typical of good In terms of personneL the typical th h d , TV film·making. Chevrolet film break or announcement ear way. Ideas for new Chevrolet film series has required the services of fiy e Camp- :

(a new series is made every six months bell-Ewald men, eight to 12 men from 'I' or so; new prints are issued about Archer Productions, a narrator, five , once a month as they wear out) are or six recording and editing technicians hatched in a conference with Camp­ for music and commentary integration, I bell·Ewald's TV head, v.p. Win Case, two music writers for the score, and TV department head Leo Langlois, a chorus to sing it. In terms of man­ and writer·producer Ray Maurer. The hours of work, one Chevrolet TV film ideas are basically adaptions of takes approximately 550·600 such "themes" from Chevrolet's national hours. This is five or six times the advertising in other media. A second number of man·hours required to make conference, after the idea has cooled a similar.length radio e.t., even with a bit, will be called with the same the fanciest of radio production. men, plus the account executives. Three There are several other factors in of four weeks of work follow the the making and placing of TV film approval of the basic idea by Chevrolet, breaks and announcements, the results during which the idea takes shape, of experience with the medium by a with the aid of story-board drawings, long list of visual advertisers, that I Maybe when some station man­ sketches, etc. Then, the idea goes to should be borne in mind. I agers get new business, their eyes Maurer and his department for the For one thin!)" TV research has light up like pinball machines, and actual writing. The script, generally shown that an ir~itating TV film (one they, start ~guring how much money . . 1 they re gomg to make. . then let three or four pages per film, goes back fu 11 of over-long repetltlOn or c umsy th' d' . . k . 1 . . elr secon assIstant stooge pIC for additional conferences, then back productIon) creates on y memorabIlIty. out some hand -me-d own aval'1 a b'l' I 1- to the writer for final revisions. Time for a product, and not necessanly the ties. elasped so far is about six weeks. desire to buy it. TV's heightened im· But not Carll The film·makers are then called into pact makes "irritant" advertising via . He has to do it the hard way! the act, in this case Archer Produc­ TV breaks and announcements a dan­ The way he goes through the sched- tions. The script is discussed, the gerous selling device. one that can all ule, you'd think he was Mr. Tiffany agency listens to any suggestions from too easily backfire on the seller. The himself picking out diamonds. the producer, and a shooting schedule other extreme, the overly-cute com­ Carl handpicks the best possible is mapped out. A week or so of shoot· mercial, can also lose viewer-interest time to run your spots whether you ing for a short series, using sound in a hurry. Selling should be fairly have a one-time shot or a year's stages if the film has a dramatic bit, straight, and should strive for a fresh schedule. and silent film if narration is to be approach in order to bring a TV adver- No wonder national advertisers added later, comes next. Location tiser the best returns for his investment, have such confidence in Carl to see shooting, virtually called for with an as well as to make best use of thc that their goods move up here in our outdoor product such as a Chevrolet, visual element of the medium. Since neck of the woods. Carl isn't just will add an average of three more TV is an intimate, living-room medium, satisfied to tell the folks over the days to the time expenditure per spot. the approach should be along the same air about your products, he spends his own dough to help promote your tMusical scoring may be done during lines. Theatrics, insincerity, and the show with newspaper ads, direct these days, but most often it awaits third-person approach just don"t work. mail and store displays to boot. the final editing, when it is done in There is a purely academic argu- You can't go wrong if you use

special studios.) ment that has waxed hot at times I WDSM (Duluth - Superior) and In both planning and shooting Chev­ among TV men. Insiders say that i.t WEVE (the Iron Range) in com­ rolet films, agencymen and film·makers is, more than anything else, a tempest bination to tell your sales story. avoid any unexpected climaxes, un­ in a teapot. The argument revolves And best of all, these 2 ABC sta­ supported by other high points in the around the problem of producing TV tions can be bought in combination film commercial. This lengthens the films that are equally effective on both for the price of ONE Duluth sta- usable life of a film commercial. si nce large and small TV viewi ng screens. tion! audiences would otherwise tire of it Industry opinion today is generally WDSM's and WEVE's signals too quickly. that this is one of those things that may not be too clear in Washington, takes care of itself ,,"ith a good TV but it certainly gets home up here Once the final shooting is completed, in the north country. anywhere from one to three weeks film. If long shots, too· rapid scene Now, don't just take our word for after it started, there must be several changes, small print that runs to the it ... demand proof ... be a tough days of integrating the score and nar­ edges of the screen, lack of contrast, time-buyer and ask to know why ration into the finished product, as well and involved sales messages are avoid- WDSM and WEVE is the best buy as last-minute viewing and editing. ed. there should be little trouble. . .. your nearest Free & Peters man The TV film break or announcement A somewhat similar argument is I has the whole story on it.

1 AUGUST 1949 53 sometimcs madc oycr the relative Cntil recently, there was no ammer. meri ts of 35·mm and 16-mm fil m. Th is The situation, however, is changing. is not so much the question of whether One firm, Modern Talking Picture 16 or 35 givcs bctter results on a TV Service, a non-theatrical film distribu­ set, si nce less thall half-a-dozen TV tioll firm , has already signed contracts

I stations in the country can afford the with BBD&O, Young & Rubicam, J. expense (about $15,000) of a 35·ml11 Walter Thompson, and Biow to route projection system. It revolves, rather, film programs, breaks, and announce­ about whether shooting on 35-mm and ments to the nearl y four-score TV sta­ then making reduction prillts to 16·mm tions in the country. Even though 16- is better than shooting on 16·mm to be­ mm films do 110t req uire the fire-proof gin with. Both silent and sound-on-film film vaults of 35·mm, keeping track 1110\'ies can be made either way, al­ of where they are during a national though not all animation and stop-mo­ selective TV campaign has, in recent ti on studios are geared to handle 16-mm months, become a major problem. If during shooting. Actually, shooting on the experiment with Modern works out, 35-mm is said to give better quality the problem may be eased £01 the in­ when reduced 011 a special printing dustry. system to 16-ml11 thall straight 16. It is While SPONSOR does not feel that the also much more expensive, and equip­ information contained in this report ment is much larger and more cumber­ will answer every single question that some. If an advertiser is coullting pen­ might be raised by an advertiser who nies, straight 16-mm is usuall y the plans to use TV film breaks and an­ answer. nouncements, the findings, which re­ The question of length is one that present the current thinking of mosl is being dictated. not by research, but industry experts, should offer man j largely by the problems of TV time­ basic considerations in the handling of buying today. The growth of TV net- visual advertising this fall...... I work programing, as well as local TV programing. has cut into the number of ' possible one-minute ava i I a bi I it i es. Timebuye rs today find one-minute almost unobtainable in Class-A time. WORRIED TV has not as yet developed any wide­ spread formula that compares with I radio's disk-jockey and participation I ABOUT periods, into which one-minute e.t. spots can be slotted. The nearest YOUR thing to it has been home-service shows, like DuMont's Kathi Norris LIFE program, and broken-up feature films, such as Frontier Playhollse, on WFIL­ SPANN (Ky.)1 TV, Philadelphia. The home-service I - getting worse, shows usually feature live commercials; I If your ulcers are. .ing about " to stop ~orl') WE)' the feature· film shows film announce­ it s tune l'ke Spann (n.Y· . . places I sales 1U d proS- ments. h piness an These are merely exceptions. rather For health, apk ' the Louis"iUe than the rule. The wise TV advertiser perity in Kentu~ ') ;he only tonic Trading Arta ~; Kentucky and today thinks first in terms of 20-second yOU peed. ts.", g h'e yOU what film breaks, or possibly 8- 10-second Indiana countdles d 365 dayS a • r or ere , I e "station identification" s e r vic e an­ tbe d oc.O . audience w lOS nouncements. such as the time breaks year - a bl~ POlcer averages Effectit-e BuYing of folks in of[ of Bulova and Bond Bread. 45 % abot·e that , the State. The rapid growth of TV has brought , the rest 0 f d d enjo,. • 0' Bn ,an ? about another problem- shipping and So quit worryl~E' Ready? Set. storing TV films. The handling of : life with W A • film s is much tougher than the han· Let's go! • dling of radio e.t:s. most of which are easily routed. scheduled. and shipped "OUls~e by agencies or recording compallics. Film announcements and breaks wear ~ .-:;;;u' tE out faster then dnylite recording~, and . IIBC lffllll •• 51l ETERS. IMC. ti§ .: fREE. RP presentatives ha\'e to be replaced more often. ( A • National e 20'second film break. used once-weekl v. wear5 out ill ahout four months.) ,. ,.... -.~:~

54 SPONSOR FARM COMMERCIALS One thing is very important- com­ he taken as conclusive evidcnce that (Continued from page 31) mercials alone do not. as presently ([/I r ural commercials are 1I0t written writtcn and presented. do a sclling job or delivered ill such a manner as to from the farmer's point of view. Al­ to the rural audicnce. Thus. it's vital rouse the listening audi('nl'(~ to whom though the commercial us e d for that advertising addressed to rural they a re addressed, the report d()l's Phillips 6() gasoline was worded, "Cit y audiences be spotted in programs with indicate that sOlll eth i ng must he done driving needs a quick-starting gasoline known farm audiences. to makc them more effective. Out of ! on these cold, icy mornings," it is not As indicated in SPONSOR's seri es on context. without the benefit of program­ too far-fetched to assume that the farm programing. most commercials ing, they don't deliver true impact. rural male would draw his own con­ hit their highest impact when they're H's well apparent that farm stations clusions of the importance of quick­ handled by farm commentators or the and farm programs deli ver audienccs starting gasoline on cold, icy mornings farm directors of stations. While the ready to be sold. on the farm. limited sample used for the SPONSOR­ The commercials do not appear to The Hotpoint electrical-product com­ University of Oklahoma study can't do their job. • • • mercials were slanted in terms of "elec­ trical kitchens" in city homes. Never­ theless, farm women use electrical appliances, too. One farm panel met in a farm home which, decoratively speaking, was exceedingly bare. The kitchen, however, was proudly equip­ ped with super deluxe home freezer, a top-priced electrical range, an Elec­ trolux cleaner, electrical water pump, Mixmaster, and the roof was topped with a special FM antenna. It can be seen that farm men and women can be interested in so-called I city products. The reverse is seldom true. Skelly 2-4-D is used for spray­ ing of commercial crops. The product ~ has no use for the urban dweller. The commercial should have great appeal What for the fanner. The PGR test ranked : Dote: Jul WOuld YOU do? S y, 1948 it II, just ahead in interest to farm ales Ro k ' men of Calumet baking powder. The Sales. n '"go' 77th ;n Oklahoma Compon in tonnage Yo' Chic.O L' feed product by itself cannot rouse the - Ine Feed C listening interest. H amp any I ere's What Ch' . The product by itself can't even n july of 1948 IC-O-Line d'd of a WI' KOMA W J • determine the relative interest of each a 15 ~ "coordin:Jted as .~e /ected as t 'mlnute d '1 SALES pro rom he nUc/eu sex in a commercial. Farm women cooperated Witha l y show. KOMl , built oroun; homo . each lac I and Ch; 0 placed 2-4-D commercials first among Chic.O'~ merchondisin a dealer throu h c· ·Line -LIne feeds g, promotin gout Oklo_ rural-appeal air advertisements. The effort was. . • The result of 9 and SELLING D • that COmb' farm men, it may be recalled, placed i ate: Novemb Ined Sales Sales Rank ' er, 1948 (only 5 m it next to last. Farm men gave the i sales 109: 3rd in Okl h onth.s later) electrical kitchen (Hotpoint ) com­ . a Omo in Let us or A tonn::ge feed mercials third place. of KOMA Very KnOdel giVe , Oklahoma' b you the COm I Hick or hillbilly commercials do s est buy . Pete picture In radio. not appeal to farmers. Farm men placed J. J. Bernard the straight Calumet commercial fifth, General M OnOg er but ranked the "character" approach to the product last. While the format of the commercials : was of primary importance, if the I reactions of these several hundred respondents are accepted as typical, it is also important to note that the cor­ relation between farm women and city women, and farm men and city men is very high. Thus, :t appears the skirted contingent was attracted by the same things, and that blue-j eaneq. or linen-suited men were similiar ill their commercial listening reactions.

1 AUGUST 1949 55 VACATION suited for their jok Ruidoso is grow­ bia_ Nevada and even Alaska. Cost was (Continued from page 41) ing. slightly less than one and a half cents Newspaper resort advertising de­ per inquiry. It'!, eompo~C'd of night workers, and pends for support on its ability to pull Resort and travel advertising on the drivers. The Lake Tahoe C. of C. requests for leafl ets, booklets, etc. air takes in many forms. Unique in wanted to sCC' if they could find out if Broadcast ad"ertising for many years many ways are the Ed Craney Pacific there was a rcal resort audience being was disintpre~tcd in this formula of Northwest Playground magazines dis­ reached. Thp), ofTered information proving e fT ec tiv encs~. Of late, this dis­ tributed by the Craney "Z" stations about Lake Tahoe and a key chain. interest has dropped and mail response and "XL" stations throughout the Result was 75 inquiri e ~ daily until the to commercial ofTcrs is used by ad­ Northwest. They are an involved pro­ key chains werc exhausted. What was vertisers as indication of listeners. motion with money coming from sev­ more important. a high percentage of This fact generally has not been eral sou rces. What it all adds up to, is the mail requested specific information, stressed to resort and travel advertisers. increased travel in the area served by rates, and availabiliti es. It came not Only a few have made the test. Lindsey the Playground magazines, more broad­ only from local people in the San Jose Spight, v.p. of the J ohn Blair station cast advertising, and more resort busi­ area but Easterners without fixed representative organization, recently ness for the advertisers on the air and schedules on automobile vacations. admitted to a group of Western travel in the magazines. Like Tahoe, Ruidoso, New Mexico, agents that " radio is greatly at fault for Railroads have been using radio wi th a population of 2000 and fewer not more forcefully telling Western mostly for institutional advertising like than 900 voters, wanted to attract tour­ travel directors and agencies how radio the Railroad Hour, but "special" trains ists and vacationers to its little town. can pull inquiries for pictorial litera­ have found that broadcasting books There was money to be spent-and an ture." them solidly. Ski trains, cycle trains, average temperature of 61 degrees to As proof of how effective broadcast show trains, and a host of other spe­ sell. There was the perpetual snow­ advertising can be in getting inquiries, cials have filled up overnight after a crown of Sierra Blanca and the sun­ Spight quoted the results of two SO broadcast announcement. swept fertile valley beyond. word announcements 7 a.m. on KIRO, An excepti on to the absence of Instead of a small station on the Seattle. These two announcements, cost­ proved results is a Continental Santa Fe milk run, Ruidoso chose WOAI in ing $26.00 each of a small pictorial Trailways experience. To offset a busi­ San Antonio for their $7500 cam­ booklet of scenic highlights of Seattle ness decline of 7.8% in the first half paign. No sampling, just selective an­ drew 3752 requests from 27 counties of 1948, the Trailways turned on ad­ nouncements- announcement times se­ in Washington and 11 counties in Cali­ nrtising pressure and the second half lected b y the HalfI station as best fornia, Idaho, Montana, British Colum- of 1948 showed an increase of 16%

------over the similar period in 1947. The pressure was concentrated for the most part on broadcast advertising. Each year, tight or loose consumer dollar. more money is being spent on

550 KC 5000 WATTS leisuretime travel, winter and summer NBC AFfiLIATE vacationing. The standard means of Yes BISMARCK, NO. DAKOTA reaching that dollar are still effective. The big point, however, is that the breaking with tradition, using broad­ comes in loud and clear in a larger area cast advertising, pays even bigger divi­ dends . . . . eyen if it isn't paid advertising. than any other station in the U. s. A. * the announcement that "this broadcast comes to you from Hawaii" has brought millions to the Islands. • ••

DEALER CO-OP $ (Conl/nued from page 27) Dealers in area A were given a dis­ count of SO and ten, plus cooperati"e advertising allowance of 5 % of their total purchases on a SO-SO basis. Area B dealers, in addition to their normal discount of SO and ten, were given, in lieu of the co-op allowance, a 10% uncontrolled allowance "for advertising." (This SO and ten worked out to abou t Y:! _of 1 % less than re­ ~e ived by area A dealers.) ·ASK ANY JOHN BLAIR MAN TO PRO VE IT. The financial arrangement covered a

56 SPON SOR Ithree-month period. Dealer advertising without cost. I was checked for another three months A growing number of firms, how­ ' (six months altogether). Correlation ever, will allow use of a program if it of the data required about three months is first approved by the factory. The more. The effect on dealer advertising split of costs (usuall y 50-50 ) doesn't CBS was that those dealers in area A, where differ from that of announcements. the cooperative program was ill effe ct, The type of manufacturer who ap­ • averaged placing four times more ad­ proves radio programs for cooperative H'rtising for the radio line than their advertising foll ows no set class ification. I brothers in test area B. Among those who do, for ex ample, are The reasoning of area A dealers, as The Foy Paint Company, Inc., Cincin­ brought out in a follow-up check, nati; A. Sagner's Sons, Tnc. , Balti­ boiled down to their feeling that it more (Northcool suits) : Amana So­ MAINE would be foolish not to follow through ciety, Refrigeration Division, Amana. on the impact of the co-op advertising. Iowa ; Nash Motors, Detroit; Ann- , thus getting more out of both cooper­ strong Rubber Company, West Haven. ative and advertising paid for wholly Conn. (for tires and tubes) ; General I now by themselves. Electric Co., Appliances and Mer­ This same company found that when chanise Dept.. Bridgeport, Conn., etc. they tried to persuade dealers directly Sometimes the manufacturer's allow­ to use their own prepared copy for ance on a product is greater than 50% . radio and other media, dealers placed GE, for example assumes 75 % of the WGUY Bangor less advertising. When the company split on automatic blankets and vacuum adopted the approach of showing deal­ cleaners. Crosley a ss u m e s 75% on ers how and why their carefull y­ radios. worked-out suggestions could produce Percentages of billings that acrue and more business, most dealers got the to the co-op fund vary with the item. point. On home appliances it seldom is higher Such organizations as A VCO's Cros­ than 3 % . For items in a cosmetic line ley Division and RCA's Victor Division the percentage may run two or three WGAN make their distributors the first line times hi gher. Colonial Dames, Inc .. Portland of operation in administering their Hollywood, for example, allows 8%% peal~rs of an account's net purchases, on a local programs. put in their re­ WGUY becomes affiliated with the Col­ quests for radio and other advertising 50·50 basis, for all media combined. umbia Broadcasting System August I st. through the distributor, who sends it Whatever the nature of the deal, the WGAN & WGUY now bring CBS pro­ along with recommendation pro or con. end result hoped for is to get more grams and sponsors' messages to listen­ Bills also clear first through the people into stores where they can be ers whose incomes represent over 93% sold. has been argued that the I distributor before going on to the It of the effective buying power in Moine. manufacturer for final checking before " where to buy it" theme is virtually I payment. An alert distributor who useless in all but large metropolitan NATIONAL ADVERTISERS, by ploc­ ing one order can reach this productive knows the media in his area will sel­ centers because people " already know"' I market less expensively and more eco­ where to go. This reasoning forgets dom be fooled by attempts to chisel nomically than ever before. through double invoicing, with one the tremendously expanded shopping PROMOTION . . . Yes, WGAN & rate to the outlet and a higher rate to range that mod e 1" n transportation I WGUY will continue a regular and two­ the manufacturer. While Crosley pro­ makes possible. I n many ~r e as people fisted promotion schedule in the five vides copy and other aids, distributors think nothing of traveling as much as Guy Gannett newspapers of Moine. are allowed considerable leeway in ap­ a hundred miles for a shopping tour. proving alternate or modified commer­ The theory that people don't need to cials in order to make the most of local be told where to buy is a peculiarly Guy Gannett conditions. " big-city" feeling. For RCA-Victor radio and television One school of thought would limit products, the advertising department cooperative deal s to those in which the Broodcosting System at Camden, N. J., has a Cooperative manufacturer exercises complete con- Advertising Group of about a dozen trol of copy. themes, schedule and 5000 Watts media. Outlets participating woul d people who do nothing but check bills • 560 KC and proof of publication or broadcast. have their names and locations printed, WGAN Portland and they would pay for that prh-ilege. For proof that radio commercials were 250 Watts broadcast, notarized copies of the While there is nothing wrong with • 1450 KC script are accepted. this practice as one type of handling. WGUY Bangor Announcements, either live or trans­ to limit all cooperative programs to cribed, form the overwhelming bulk this general pattern runs smack up of approved radio advertising. Tn many against human nature. The typical lo­ Station Representative cases the e.t.'s are furnished free to cal outlet, large or small. has consider­ PAUL H. RAYMER COMPANY • local outlets by the factory, and in al­ able pride in his organization. Right I most all cases scripts are furnished or wrong, he likes to feel that sal es in '-______-1

1 AUGUST 1949 57 his "territory depend in part on his In June and July, total set·in·use efforts. He doesn't like to be told every­ figures reported by Hooper for his 36 Working .. thing he has to do. Intelligent or not, cities were up. June increased from J 'm , that's the way he is. I 16.3% in 1948 to 16.8 in 1949. July I as a key broadcast sales execu­ , The most successful cooperative ar- increased from 14.9% in 1948 to tive with a national N. Y. rangements are those in which the 15.7% in 1949. manufacturer's (or distributors', as the First half of ] uly showed evening radio concern. My record as case may be) advertising or sales pro­ sets·in-use figures also increased from an "idea man" and aggressive motion department wins the coopera­ 18.5% in 1948 to 19.6 in 1949. salesman is unique ... (and tion of local outlets to a proved plan Because it is presumed that radio subject to inspection). of operation-and keeps him sold. listening is a dead dodo, once tele· ...... vision enters the home, Nielsen's figures for listening in the TV homes Y'll be available RADIO AUDIENCE: 1949 which he covers (he is endeavoring to have his Audimeters placed so that his September 1-15, 1949. (Con tinued from page 23 ) reports are representative of the num· • all reveal that out-of-the-home listening ber of radio-only homes and radio·TV is amazing. Portable radio receivers homes in the U. S. -, show that listening per day is two hours and 42 minutes If )'011 bfll'e an i IJl portant have cut millions loose from the home , and viewing three hours and 59 min· sales assignmellt open, and when they want to wander and listen. Sales of portable receivers and three­ utes. While radio listening in TV want a man who can show way receivers (battery. AC and DC homes is less than half of what it is in )'011 how to make profits, I'm cm rent) continue to lead all radio set a non-TV home. it is not a dead duck. The combined listening and viewing interested ill telling )'011 why sales during June, July. and August and the sales of batteries for these re­ is one hour and 39 minutes more per I might be jllst the man ),011 ceivers indicate that they are in con· day than in a radio-only home. are looking for. stant use both in and out of the city. The growth of non-network radio has been so rapid in the past few years There is a feeling that listening per that there may be an impression that • radio home is on the decline. The re­ network is shrinking. It isn't. The verse is true. According to A. C. Niel­ sen. average daily listening per home average network advertiser in 1949 is delivering his sales messages to 18 ',1c AM PLANNING was four hours and 13 minutes in more homes than he did tw o years ago. Have built and operated 1943, four hours and 35 minutes in 1916. ard five hours and two minutes Homes R eached Per Average Netwcrk Broadcast profitable radio stations J a nuary r949 ...... 3,999.000 in 1949. Even in telephone homes J anuary 1947 ...... 3,400,000 alone, and reporting upon only one During the same period the cost per set in each home. listening has been thousand homes for the average net· AM OPERATIONS consistently up, as reForted by the C. E. work broadcast dropped from $1.89 Hooper organization. Average daytime to $1.71. This includes time and talent, Familiar with all phases of program popularity rating for the first as estimated by A. C. Nielsen. station 0 per a t ion s, and seven months show only two months The number of listeners to the com· agency radio depts. t!1a t are lower than 1948. mercial sections of network broadcasts

Daytime Average Hooperatings were 913 per dollar invested for an Jan. Feb. M ar. Apr. May. Jun. July i ayera~e evening program and 1460 per 1949 ..... 5.0 5.3 5.0 4. 8 4.3 4.3 4.0 AM MANAGEMENT 1948 ..... 4.7 5.3 5.3 4. 8 4.7 4.1 3.8 I dollar for the average daytime program. Successful record as S a I e s Manager. ~~Elll T ICE DIRECTORY

V. S. BECKER TV PRODUCTIONS Directory Rates Good basic knowledge of TV Producers of television ond radio pack· oge shows. Representing tolent of dis­ sales, operations, and man­ tinction. on request agement. 562-51h Ave., New York Luxemberg 2-1040 • ,r.1 ,. j .1 I , 'I THE ~STATION Box 72 III • , I T~AT COVERS BOTH SPONSOR I -1·111 n . HALVES OF THE . 40 W. 52nd SI., New York 19, N. Y. U \\ vnNCOUV£R nRcn"

58 SPONSOR ,'hese figures are I/ot program audi­ supplement radio selling, wi th four nce figures but figures for the audi­ Chicago dailies carrylng 600-line copy Ince for commercial sections of the on alternate weeks. and during the Irograms. weeks in between, 60-line copy on I Lest these figures appear to short radio pages plugging the WBBM pro­ hange the llldependent non·network gram. The advertising budget is built tations, the size of their audience can up by a pro rata asseSi'l1lent based on lest be appreciated by the fact that on the number of routes operated hy each t ] uly 1949 from six to ten p.m .. the laundry helping to underwrite the cost lon-network stations' shares of audi­ of the ad campaign. I (nce in the 36 cities covered by the To J ohn C. Shaw (no relation to 100per Program Popularity Ratings J 01111 W. ). president of the CLOA. 'an like this: " radio has a psychologically good 4 July 1949 Non-network share of audience effect for an association campaign be­ 'ime ...... 6-6: 15 6: 15-6: 30 6 : 30-6: 45 cause it has substance and consistency ;hare ...... 3S.4% 45.4% 45.7'1r :ime ...... 6:45-7 7-7:45 7: 15-7 : 30 to it. The slx-times-a-week frequency of ;hare ...... 37.7' 1r 45.4% 3S. 0% r ime ..•...• 'j : 30-7 : 45 7 : 45-8 8-8: 15 Pick- Up Time is something to point ihare .••... 36.4% 27.6'1< 23.9% to: the Sunday show helps, too. It 'ime ...... 8: 15-8 :30 8:30-R:45 S:45-9 ihare ...... 17.2 '1,- 27.3% 23.2 % picks up extra listeners in general. as rime...... 9-9:15 9: 15-9:30 9:30-9:45 ,hare...... 17.7% 10.2 ,!~ 14.0% well as laundry-plant heads. their at local The increase in the number of in­ families, and many others. Format of Jependent stations has brought into the show. with 'Pat O'Riley's' person­ )eing stations with vertical program­ ality, makes the laundry route man a station cost ng, stations that are directing their pretty good guy, and we have found See your station )rograming to specific segments of the sharp increases in new customers since representative or write mdience rather toan the entire audi­ we went back on the air." I ~ nce. This means bigger and better While the Chicago Laundry Owners I lUdiences, for it means service for Association uses broadcast advertising LANG-WORTH great sections of the public which as a steady thing. the advantages that broadcasting has been unable to reach the medium offers local trade groups feature programs, inc. before. were made apparent to an aggressive Every dimension of radio is ex­ coalition of local bakers in Peoria re­ panding. The competition of television cently during an intensive nine-day as sharpened the programing of all bakery promotion. radio. In its fight for ears, it's building Assisted b y members of the staff new and greater audiences. of the Bakers of America Program, There are more radio homes. the Peoria bakery group asked WMBD There are more radio receivers 111 in that city to outline an over-all cam­

radio homes. paign for a local "Buy It Baked" pro- I There is more listening in each ra~io motion. The station's executives came home. up with an outline that included not ' More people are listening in each only radio, but other media as well. ~~~B~~~~-.. radio home. The primary goal of the promotion That is U. S. Radio. 1949. was to " position" both the bakers and their products in the eyes of

Peorians. and to encourage consumers I LAUNDRY LESSON to " buy it baked." Radio played the Salt Lake City is a bright Spot in the nation's economic picture. U. S. major part in the nine-day publicity (Continued on page 25) Department of Commerce reports stunt. The haker group bought seven gain of 3 % in retail sales for the a campaign is started, the most im­ ten-minute programs and 13 35-word first five months of 1949 over 1948. portant thing an agency must do is anllouncements on WMBD. In addi­ It means people in Salt Lake Cit}' continually merchandise the campaign tion, the suggestion was made to all a re buying more than ever. It means back to the lndividual members ... allied industries in Peoria to tie in that advertising-intelligent adver­ let them know exactly how it's work­ with " Buy It Baked" and to donate tising - can find responsive ears­ ing, and what good it is dOlng them." portions of their own local radio time through KDYL - and responsive With the boom war days a thing to the over-all campaign. eyes and ears-through KDYL-TV of the past for Chicago's laundries (as Five WMBD advertisers cooperated. - the twin bright spotS in selling merchandise. well as the nation's), and with the One wholesaler donated Ii of his an­ tough competition in that market from nouncements on the stati on, while the soap manufacturers, the Chicago Central Illinois Light Company used Laundry Owners Association is now eight announcements and two 100- I all-out to re-establish its members on word commercials to aid the cam­ a wide public-relatiolls front, wlth paign. A feature of the bakers' own radio as the core of the campaign. ten·minute programs ,,'as a contest Notional Representotive: John Blair & Co. Newspapers are also being used to ( Please tu TIl to page 61)

I I AUGUST 1949 59 I I n S,·OI\'.ftOIl mont"'y tabulation

COlltests 3 11d Offers

SPONSOR OFFER •

Lis teners m U!it a nswer qu eH tio n s cor­ A MERICAN MAIZE· Cnnn.,d T hursday Thl'ee packages of A mazo in­ rectly, circling t he letters AMAZO o n WCOL Gam.' Columbus, PR O DUCTS CO Foocls 11:30·9:00 p m stant dessert. score Eheets ~ec ur e d fmm t he station, t he n call in to check t heir answers. Ohio

Listener sendi ng in the correct KXLF BUTTE BREW ING Butte Beer MWF a nswe r to six true-and·false state· 13(>('1' Butte, CO Quizmaster 6:15·6:30 )Jm Case of Butte Special Beer. m ents in t he letter bearing t he earli est postmark. Montana

Plymouth C HR YSLER CORP Hit T he Tuesday Chance to hit t he jaekpot via I Send post card with na m e a nd address CBS Dc Soto Jackpot 10- 1 0::~0 pm telephone. to program. N. Y.

L iste ners send in a 50-W01'd or l e~ s Ha(lios, Who Said Saturday Crosley portable radio. p lus " All-Tim<' Quote" on a s pecific weekly CROSLEY CORP CBS T V sets T hat ~ 9-9:30 pm cu mula tive jackpot. subject, including whe n, how, a nd w her e it was said, to l>rogra m, N. Y .

CROSSE & C;l n ned How Well T hursday L isteners must a nswer a ny part of a WFBR ))0 You BLACKWELL Foocl s 8:30-9 pm Cash fO I' thl'ee-part question thl·ee·section question whe n called. Ba ltimore, I(now Me? Md. ------DAIRY INDUSTRY Complete sentence, " I like m ilk best I W H BC O F STARK l\lilkman's F riday I Free tickets to Clevela nd Milk Matinee 4:30-4:45 p m In(lia n s ball games. of all beverages because • • ." in Canton , COUNTY, O. 25 words or less. Oh io

Send na me a nd a ddress with label GENERAL FOODS Portia Faces l\IT\VTF , Plastic set of six spoons a nd CORP Postum L ife 5-5: 15 pm from an I nstant Post um jar a nd 25c NBC coasters. i o sponsor, Box 59, N . Y. 46, N . Y. ------

GENERAL MILLS, Lone l\l WF I Identify Mystery Deputy and contact I NC Rangel' 7:30-8 pm prog ra m. Minneapolis. ABC

O ne I'eccrd for a nswering mu- W GKY H A YNES MODERN MTWTF Appliances Mu sical 12: 10- sical questio n cOITecUy. Reco rd Liste ner must a nswe r m usical ques- Charles· APPLIANCES Quiz is a dded to jackpot when tion w hen called. 1~: 15 pm ton, question is m issed. W . Va. LIGGETT & MYERS Chester field Chesterfield MTWT F Carton of cigal·ettes. if letter Send letter t ell ing why you smoke TOBACCO CO. NBC INC Cigarettes Supper Club 7-7: 15 pm is read on the a ir. Chesterfi elds, to s ponsor , N. Y. - --- P. LORILLARD TOBACCO CO, Old Gold Stop The T hursrlay Val'ious cash and mereha nd ise Listene rs ca ll ed must identify tUl'le ABC· INC Cigarettes Music 8-9 p m pl'izes. played, p lus "Myste ry Melody." T V ---- MTWTF MANHATTAN Sweetheart We Love Lady of the Land-Rodgers Send t h ree Sweetheart Soa p coupons SOAP CO Soap a nd Leal'n 11 : 15- NBC 11:30 a m Sil ve l·pla t e. a nd 25c to s ponsor, N. Y.

Send b rief sketch of fa mous person­ "Snirker" Various cash prizes for ques­ M ARS , INC Dr. I. Q. Monday a lity a nd/or set of "Right & ' Vrong" Candy Bars !l: 30-10 pm t ions a nd sketches used on sta tem en ts with six "Snickel'" wI'ap- NBC the a ir. p el's to p rogram, Chi.

$10 for answering question NICKLES BAKERY, W H BC Bread Telephone l\ITWTF correctly. Sum accumulates L ist ener must a nswer question CO I'- I I NC Quiz 10·10: 1.3 a m each time quest ion is r ectly whe n call ed. Canton , m issed. Oh io

KILO I nsomnia MT WTF Val'ious Val'ious prizes. \Vinnel' is first one each day to call Grand Club 11-12 pm in correct a nswer dul'ing prog ram. Rapids, N, Oa k. ------1 PARTICIPATI NG Major League TU-SUll P l'izes to li stener sending in closest KPOA Various and Pacific 12:1;;-2 pm Coast Variou s prize~. prediction of total week's scores of Honolulu, League 7·9 pm gam es carried by t his sta tion. T. H , Baseball

First prize: $20 .000: ten of Must name Li'l Abner's pet Schmoo Soap Big Sbter MTWTF in 25 words or less. u sing only letters 2-2: 15 pm $1,000: one hundred of $100 CBS and 1.000 of $10. from the words Duz, Dreft, Ivory PROCTER & Soap. GAMBLE Send label, includi ng cel·tifi cate from Crisco Young l\lTWTF nl'. Malone I: 3v-l :4:; pm Roasting t hermometer. 3-lb. C l'i sco can. plus SOc , to s ponsor. C BS Box 2059, Ci ncinnati, O.

PRUDENTIAL Family INS Sunday Booklet, "It·s Fun to Be Send name a nd address to sponsor, CO In:-; urance Houl' of CBS ::'t:1rs 6-6: 30 pm H ealihy." Newark, N. J. ---- S9UIRT Bids From Saturday WHBC CO ::5O(la Various iteJns. Prizes are a uctioned to children f or I The Kids 9: 30-10 nm Squirt bottle caps. Canton, Ohio

60 SPONSOR

• LAUNDRY LESSON I • (Continueci from eage 59) for thc best recipes revolving around new usC's of haker':,; bread; prizcs in­ cluded a lady's wrist watch, portable I ~BI23B~ radio. $3.5 gift certificate at a leading I department store, aud an automatic I ' WORTH OF electric coffee maker. PROMOTION WMBD also promoted " Buy It ; Baked" on its Mall on the Street, Tiny i How To Put A Client Out I' Tot Party Time, and Breakfast Party Of Business programs, and gave away freshly­ '11'1 baked pies and cakes daily to the con- A WAIRadio client had sev­ to WSYR and NBC eral hundred surplus trousers , testants on the shows. The climax to I Advertisers in 1948 . the whole promotion was a stage show , to sell. One announcement over W AI Radio at 6:45 AM That's what the bill would total 1 featuring home economists of the I at regular rates for \VSY R's I American Institute of Baking, plus sold entire stock by 10:30 program promotion last year in W.MBD talent for entertainment. AM. Advertising cost less than one cent per garment. The end results of the campaign I Daily Newspaper Advertising Spot Announcements showed that Peoria bakers' business With new, larger stock, this Station-Break Tag Lines increased from one to 27% during the I merchant is a g a in using \Vindow Displays nine days, with one baker reporting WAIRadio sales magic. Mailings to Dealers that at one point during the promotion Preparation of Publicity it was necessary for him to hire more I Outdoor Displays help to handle the increased flow of

' hi A"II~~ customers. ;; 'I. "U~~ This pattern of group or association ~rIWJ!"K. 570 lu-5000 It'alls use of radio applies to practically any NBC Affiliate ill Central New York type of trade organization made up of I Nalional Rep: Avery-Knodel, Inc. Headle),-Rud, Nalional R eprmn l"li" ~s small businessmen who alone could • not think of broadcast advertising. In ______I Chicago, a laundry association; in Peoria, a group of bakers ... and in Milwaukee, an alliance of druggists. / On 8 June Oscar A. Rennebohm, gov­ ernor of Wisconsin, was on hand at a WACE dinner in honor of the staff of .M il­ Sprin9field, Mass. waukee's WISN, given by the Mil­ (licensed in Chicopee) waukee County Pharmacists' Associa- I tion. The occasion, attended by more is happy to announce it is the latest than 500 Milwaukee and Wisconsin Metropolitan Independent to appoint druggists, marked the seventh anni­ versary of WISN's wC'ekly public-serv- . Independent ice program, Know Your Druggist I Metropolitan Better. Whether in the broadly institution­ Sales al, educati onal, and prestige sense­ such as the Railroad Hour- or in the as its Notional Sales Representative· localized. d irect-selling fashion of effective Aug. J, J 949 Pick-Up Time, radio can produce for . trade aSSOCiatIOns whose members I WACE is the highest share the cost of what they as indivi- I rated station in SPRING­ duals or companies might not be able, or might not care, to pay by them­ FIELD ALL AFTERNOON selves. National advertisers can also (April-1949 Con(an Reporl) benefit from association advertising

1,000 WATT BLANKET COVERAGE OF locally or regionally, wherever the WESTERN MASSACHUSETTS association is one whose members i handle nationally-distributed products. ' What the Chicago Laundry Owners Ralph J. Robinson, Gen. Manager Association has accomplished in the

• KETTELL-CARTER-BOSTON vicinity of the Loop can be duplicated anywhere that there exists a trade association of local merchants...... I

1 AUGUST 1949 61 tional I,rallch ()f the industry. 011 the "Let's sell optimism" negative side was tl1<' ignorillg of the Several months ago, SPOl';SOR in its I3roa d c a~t l\ leasurement Bureau's future On the Hill page called attention to beyond stud) numher two. the fact that radio stood ready to 011 the credit side was the plan for ~p r ea d the good word that business all aggre~sive call1paign to inprpase isn't bad- that there's plent y of ready 1\t\B membership. induding a di~ count cash available-that the recession is ill nl<'mhership fees. On the negative more mental than financial. It stressed side was the' throwing overboard of the fact that the government had not til<' program d idsion. headed by show­ asked for help and did not appear \\i~e Harold Fair. interested in fi ghting the creeping 011 the crcdit side was the elimina­ paral ys i~ that was infecting business. tion of the unnecessary oflice of execu­ Somewhat later this problem was tive v.p .. now that Justin Miller knows again raised, but still nothing hap­ what broadcasting is all ahout. It may pened. It was at this point that Lester be regretted that A.D. (Jess) Willard B1umcnthal. advertising director of has chosen to resign from the organiza­ SPO;'.'SO R. took the bull by the horns tion. now that his oHice has heen and in his travels plumped for coopera­ abolished, but Willard, a top-ranking tive promotion by stations to counter­ station management executive, will act the increasing negative thinking. NAB : A Progress Report holster the industry when he returns Station after station fell right in with to tFie ranks of station executives. There's 110 que~tio n that the National ad-man Blumenthal's thinking, and A~so("iation of Broadcastcrs made prog­ It seems to SPO;';SOR that it would when he returned to New York after rpS5 at its recent hoard meeting ill New have been better to have taken the a trip. he infected SPONSOR'S staff with fl amp~hire . A substantial dpgrec of entire plunge towards making the NAB his own enthusiasm. For the first time the credit for th" movement in the right a "federated" orgalli zation. On the in its nearly three-year-old history, direction goes t() Clair l\ lcCollough. other hand. there may have been con­ SPONSOR published an open letter to chairman of the NAB eommittee on siderations, including the financial. stations. calling upon them to go to r('()rgaII izatioll. which make such a sharp cleavage with \\ork for the U. S., to "sell optimism." On the credit ~ide is the separation the past unwise. The results have exceeded our f ond­ of the NAB into aural and TV broad­ Progress has been made. but the est expectations. Stations all over the casting divisiolls. 011 the negative side NAB is a long way from clearing the United States_ big and small, chain was th e illclusion of AM and FM deck. Only through the BAB is the and independent, are de\"oting time broadcasting in one divisioll. 1\A8 now hetter equipped to serve the daily to the amazing facts of the On the crpdit sidp was the backing hroadcast advertiser. It still has to healthy economic condition of the of the Broadcast Advertising Bureau change its sights from Washington to Fnited States and its people. with an assurance that it would event­ the 48 state~ -from the FCC to the To rephrase a current popular song ual", becon1<' an independent promo- hroadcast advertiser. - " Baby, its good in here."

Applause

Spot Radio Promotion Handbook Handbook, SB&:DS has published the about broadcast advertising. It has long been felt that broadcast results of a survey on the " vi ewpoillts SR&:DS is publishing a series of advertisillg salesmen waste too much and practices of the buyers and users ~tudies about advertising media and time "educating"' the men and women of spot radio time." This analysis is how they are bought. Spot Radio they eontact, when they should be seIl­ "ased upon a survey by an independent Promotion Handbook is an ideal ex­ ing them. This is as true of station research organization. coupled with ample of the series. The easier time­ representatives' field stalTs as it is of studies made by SB&:DS field-trained buying is made, the better you will be research special ists. stations' and network~' sales organiza­ a ble to use it. The better you use it, tions. It explains how stations can most the lower your cost of distribution. An infillite number of hours are cffect ively sell b roadcast ad\Oertising. The 19-t.9-1950 job of all advertisers spent b) broadcast advertisin g sales­ It st resses that the hest salesmen in the is to lower costs of distribution. The mpn delivering information which the advertising lmsiness can go only so high cost of distribution is being used tilllehu) er and cl ient adverti~ing man­ far-that the re~t of the burden belongs by labor unions and "liberal" groups ager should haw had before the sales­ to station promotion- through direct to at t a c k management generally. man arrives on the sP(,lIe. mail. trade and service publicati on SR&:DS is helping reduce waste in I t has taken :Standard Rate &: Data advertising. sales promotion. broadcast adyertising selling and in­ Service. Inc .. to plarify the thinking Haying throwlI light upon this sub­ directly waste costs in your use of of stations on what the spollsor and the ject. the 6-l--page book then accepts the media. Its series is another fine ex­ ap:I'IH' y eXI)('rt fro III station prolllotion. jo" of tpIIing stations what you. tbe ample of Imsiness publication seryice l nder the title Spot Radio Promotion sponsor. an cI your agency want to know to an industry.

62 SPONSOR RM·~ BEATS Special Kansas City, Trade Paper Edition Ea rly Summer, 1949 KFRM Ag.ain First In 1949 Survey Kansas Farm St ation Tops 1948 KMBC AGAIN FIRST KFRM AREA SURVEYS CHOICE OF KANSAS SPRING-1949 AND Fall Rating 12%; Remains First CITY LISTENERS FALL-I 948 Choice of Kansas Listeners Daytime 72.i Percentage of I-- Total AudIence Proof that KMBC con­ 11.4 11.1 Kansas radio listeners have again named KFRM as tinues to be the most -----9.5 the most li stened-to station, daytime, in the Sun­ listened-to station in -=-=- K 7.5 flower State. Moreover, the "Kansas Farm Station" Greater Kansas City is 6.7- -6.5 f -7. 1-': F leads its co mpetition by contained in the latest 5.8 which were not surveyed. R 5.5 a greater margin even Kansas City survey re­ KFRM leads all broad­ M t han before according to leased by Conlan & As­ casters for the morning a March 1949 radio sur­ sociates. periods, and is first d ur­ vey made by Conlan & This general coinci­ 1st *2nd '" 3rd 4th 5th ing the afternoon periods Associa tes. dental telephone survey -first in listener prefer­ was conducted in March This coincidental sur­ ence for both time peri­ to April, 1949, under I LEGEND: vey, one of the largest of The la rger figures and ods, as well as for the the joint sponsorship of solid lines indicate th" its kind ever conducted, entire survey. KC radio station:D in­ Ma rch, 1949 Survey, and required over 62, 000 tele­ KFRM's programming cluding KMBC. Over the small figures and dot­ phone calls within KF­ ted lines denote the Fall, is specifically designed 70,000 basic calls were RM's half-millivolt con­ 1948 standing. The aster­ for the area served, in­ made during the one isks denote Wichita sta­ tour. cluding up-to-the-minute week survey period be­ tions. 79 K ansas counties, 5 Essentially rural in na­ tween the hours of 7 :00 Oklahoma counties and 4 daily livestock and grain Nebraska counties were in­ t ure, this Conlan Survey markets direct from Kan­ a.m. and 11 : 00 p.m. cluded in the March, 1949 covered 79 counties in Although K M B C Survey. 73 K ansas, 5 Okla­ sas City, as well as other homa, and 4 Nebraska coun­ Kansas (all except the rated first mornings, outstanding daily farm ties were included in the eastern-most and north­ features. In addition, afternoons and eve­ Fall, 1948 Survey. eastern Kansascounties), nings, most spectacular A total of 62,368 basic KFRM programming pre­ calls were made and 14,423 four in Nebraska and sents special newscasts, ra tings were in the fore­ listening homes surveyed in five in Oklahoma. Popu­ noons when K M B C this new study. worn en's programs, lation of these 88 coun­ sports, special events, topped its nearest com­ T he Kansas, Oklahoma ties is 1,038,146, not in­ petitor 34 o/c . KMBC led and Neb1"aska counties are educational features, as dl"amatically pictured on cluding the metropolitan well as top-flight enter­ its competition in this the map below. All counties centers of Hutchinson a re within KFRM's 0.5 tainment programs fea­ survey by an even and W i chi t a , Kansas greater margin than in mv/m contour. turing members of the a similar survey in No­ K M B C-K F R M talent vember, 1948. staff. This popularity in­ This new survey and dicates that listeners are other surveys giving de­ getting the kind of pro­ tailed information on li~­ gram service they like tening habits through­ and need from KFRM. out the Kansas City K F R M joined with Trade Area - western Missouri, all of Kansas, KMBC forms The KMBC­ and portions of adja­ KFRM Team. Together, cent states - are avail­ The Team provides ad­ able to advertisers and vertisers with the most agencies for their ex­ complete, effective and amination and study. economical coverage of Simply call any KMBC the huge Kansas City or KFRM man, or any Free & Peters "Colonel". Primary Trade Area! Alabama's Most Powerful Station-10,

TUSCALOOSA

Olce• Scanned from the collections of The Library of Congress

AIiDlo-VlSlJAl.CONSERVATlON or"" UIIIW

Packard Campus for Audio Visual Conservation www.loc.gov/avconservation

Motion Picture and Television Reading Room WINW .Ioc.govlrr/mopic

Recorded Sound Reference Center www.loc.gov/rrlrecord This file including all text and images are from scans of a private personal collection and have been scanned for archival and research purposes. This file may be freely distributed. but not sold on ebay or on any commercial sites. catalogs. booths or kiosks. either as reprints or by electronic methods. This file may be downloaded without charge from the Radio Researchers Group website at http://www.otrr.org/

Please help in the preservation of old time radio by supporting legitimate organizations who strive to preserve and restore the programs and related information.