4 * NATIONAL BROADGAST1NG COMPANY, Inc. GENERAL LIBRARY 30 ROCKEFELLER PLAZA, NEW YORK, N. Y. Digitized by the Internet Archive in 2013 http://archive.org/details/sponsor4849spon NOVEMBER 1948 • 50c a copy "New name for Spot" winners announced— p. 33 Station managers' lament— p. 25 TV Trends-p. 76 What's on the 4 Networks— p. 83 Jack Smart, "The Fat Man," lives up to his title — p. 38 mm: The days of the covered wagon are gone, but in the field of commercial broadcasting the time for pioneering is now. Someone must blaze the trail. In Richmond that someone is the Havens and Martin group of stations — WMBG, the NBC station; WTVR, the NBC-TV affiliate, WCOD, the FM station. In 1944 a full page newspaper advertisement heralded WMBG's faith in television. The action was unparalleled . . . the industry was amazed. On April 15, 1948 WTVR, the south's first television station, began commercial operation. Today Richmond has network TV programing. Late in 1947 WCOD, Richmond's first FM station, was on the air. They join company with WMBG, in service since 1926. This is the pioneering record of these Firtt Stations of Virginia. WMBG ^ WTVR™ WCOD- /J//.)/ C//r///r^.) i oc.kmw K \ i i k . » tum Springs KLZ, Di nver, (Affiliated Management) Ki cm sented by Thi Km/ Agency, Inc. NOVEMBER 1948 ft. * »■ ^ WN9M»X SPONSOR REPORTS 40 WEST 52ND ON THE HILL MR. SPONSOR. H. M. SWARTWOOD NEW AND RENEW P.S. STATION MANAGERS' LAMENT TV COMMERCIALS' LIFE THE CUBAN PICTURE NEW NAME FOR SPOT THREE WAY TIE-UP LIVING HABITS INDEX THE NORWICH-FAT MAN TALE RELIGION AND RADIO THE PROSPEROUS FARMER SELECTIVE RADIO TRENDS MR. SPONSOR ASKS TV RESULTS SIGNED AND UNSIGNED TV TRENDS 4-NETWORK COMPARAGRAPH CONTESTS AND OFFERS SPONSOR SPEAKS APPLAUSE 1 4 12 14 17 20 25 27 30 33 34 37 38 40 42 46 54 60 68 76 83 90 102 102 Published monthly by SPONSOR PUBLICATIONS INC. Executive, Editorial, and Advertising Offices: 40 West 52 Street, New York 19, N. Y. Telephone: Plaza 3-6216. Chicago Office:, 360 N. ..n Ave., Telephone Financial lfi56. Publication Offices: !(]. Marvine Street, Philadelphia 41, Pa. Subscrip- tates 55 a year; Canada $5.50. Single copies 50c. in U. S. A. Copyright 1948 SPONSOR PUBLICATIONS INC Publisher: Norman It. Glenn. Secretary- ouper Glenn. Editor: Joseph M. Koehler. Bannister, i Art Din D r: Lestei .1. Blumcnthal. Ad\ ei De] irtmenl Harr t cago Manager) Jerry GlynnJr.; (Los Angeles) Duncan A. Scott co) Duncan A. Scott & Co., Mill Manager: Milton Kaye. ■ Mi. pounds i chai ■ Pharmi 1 0 West 52nd REPRINTS * We would like written permission to re- print the Bread and Cake story, the Milk story, and the "Share the Cost" program story. Walter A. Scanlon Radio, TV & Motion Picture Div. Director Quality Bakers of America Cooperative New York We thoroughly enjoyed the article on Transit Radio in the September issue of sponsor. We thought it covered the subject so thoroughly that we want our salesmen to carry a copy of it in their sales manuals. Please send to my atten- tion twelve extra copies of this issue. We have not as yet reached the pro- motion stage of St. Louis Transit Radio, but we would like to consider a brochure reprinting all or parts of the above article. Will you grant us permission, with proper credit? Please advise. Foster H. Brown, Jr. Sales Promotion Director KXOK, St. Louis ► SPONSOR'S policy Is to permit reprinting of its reports in most cases, but without deletions. TV RESULTS As chairman of the television commit- tee of the Association of National Adver- tisers, I am writing to ask your permission to quote from your TV Results — Capsule Case Histories that run frequently, at the evening meeting of the ANA on 26 Oc- tober which will be devoted entirely to television. Our general idea would be to have some- one like Ben Grauer read these case his- tories, giving due credit to sponsor as the source. As you know, there will be prob- ably 400 of the leading national adver- tisers and more than 100 New York agency men and publishers' representa- tives present. C. J. Durban Assistant Advertising Director I 'mted States Rubber Co., N. Y. ON "DOMINATION" 1 read your Webber Motors article in the October issue with more than ordin.ii v interest. The thought processes which persuaded Mr. Webber to dump his Please /ion to page 6) More Listeners per Dollar ...in Dollar Rich Pittsburgh WWSW gives you more lis- teners dollar for dollar than any other station in the potent Pittsburgh market. The formula — simple ! We give Pittsburghers more of what they want to hear . . . 24 hours a day. Sports — news — music — special events . . . are plentifully blended into the kind of programming that has made WWSW a local listening habit through sixteen success- ful years of broadcasting. We'll be glad to do for YOU the same skillful sales-getting job we've accomplished with this formula for a host ofspon- sors*-- national and local. Get more listeners- more sales — per dollar in this dollar rich market. It PAYS to use . . . PITTSBURGH'S Major Independent WWSW, Inc. Sheraton Hotel, Pittsburgh, Pa. *Ask For joe ^?¥& During 1947, Mid- Americans spent over of the total amount spent for drug store items throughout the United States. Over 188 million dollars for toothpaste, prescriptions,rand other drug lines! Drug stores are popular with KCMO's Mid-America audience . . . not just in Mid-America's small town and suburban cities — but in the area's nine major cities. Of all cities in the United States, Kansas City ranks 8th in drug store sales (1st in cities under 500,000). Mid-America's listener-buyers spend heavily at drug store counters. To reach them effectively, center your selling on KCMO, Mid-America's most powerful station. .si* 50,000 WATTS DAYTIME -Non-Direction 10,000 WATTS NIGHT-810/cc National Representative: JOHN E. PEARSON COMPANY 1 947 gross drug store receipts in 213 Mid- America counties — data from Sales Man- agement's 1947 Survey of Buying Power. mm * r/ SJrnH'/'fft/ei'i (0(«if/e ^_ KCMO's Mid-America MID-AMERICA FACTS Population: 5,435,091 Area: 21 3 counties inside measured V2 millivolt area. Mail response from 466 counties (shaded on map) in 6 states, plus 22 other states not tabulated. Population Distribution: Farm, 48%; city, suburban, and small towns, 52%. Net Average Income: $3334 per family. * Net Average Income Per Family in 9 Major Cities: $5606.* Kansas City: 8th in drug store sales in U. S. (1st in cities under 500,000). Drug Sales in 9 Major Cities: $92,584,000 Total Mid-America Drug Sales: $188,284,000 KCMO and KCFM...94.9 Megacycles KANSAS CITY, MISSOURI Basic ABC for Mid-America mfasktoW"*"- ONE station • ONE set of call letters ONE rate card • ONE spot on the dial NOVEMBER 1948 YOU MIGHT HIT SAFELY IH 57 CONSECUTIVE GAMES- - A BUT... YOU NEED WKZO-WJEF TO REACH FIRST BASE IN WESTERN MICHIGAN! .\o matter what anybody tells you, you can't knock your programs ""over the fence" into Western Michigan, from the outside. The "fenee." in \\ estern Miehigan, is actually a wall of fading. Both invisible ami invincible, it keeps outside stations from being heard with any kind of de- pendability. And though opinions differ as to what causes this unusual condition, the result is apparent to every- body: our people listen to their own regional outlets rather than to weak and fading "outside'' stations. For proof, lake a quick look at these Hooper Report figures (January-February, 1948). They show, for instance, that \\ KZO in Kalamazoo has exactly four times as great a Morning Share-of- Audienee as the next station (65.6* < vs. 16.1' , thai W.JKI"' in Grand Rapids has 6.7',' more evening listeners than the next station. We'd be happy to send you all the facts ... or ask Avcry- Rnodel. Inc. ' nui'i'jt" of the New York 1 arikees did in 1'J'it. WJEF jfat" in KALAMAZOO fekdlt \h GRAND RAPIDS and GREATER WESTERN MICHIGAN (CIS) AND KENT COUNTY (CI I) BOTH OWNED AND OPERATED BY FETZER BROADCASTING COMPANY Avery-Knodel, Inc., Exclusive National Representatives 40 West 52nd continued from page 4 $42,000 into KOIL were strikingly similar to those of the E. Hansen Company when they dropped their $25,000 into WPOR. Of course, you must realize that Mr. Webber's Omaha is about three times as large as Portland. A Portland auto- motive account spending $14,000 on WPOR would be about as big a deal as the Webber Motors deal in Omaha. Viewed that way, I think the Hansen pur- chase from WPOR is an even more strik- ing example of the technique of putting all your eggs in one basket — but a good basket. The actual E. Hansen schedule is: Western Round-up News of the I ' High Time Lawrence Welk Dime Derby Band by Demand Sports Round-up Sports Round-up News of the World News of the World 6:30- 6:55 a.m. TTSa 6:55- 7:00 a.m. MTWTFS 7:30- 7:45 a.m. MWF 8:30- 8:45 a.m. MWF 12:30-12:45 p.m. MTWTF 6:30- o:45 p.m. MTWTFS 7:05- 7:15 p.m. MTWTF 7:00- 7:15 p.m. Sat 10:55-11:00 p.m. Daily 11:55-12:00 p.m. Daily Murray Carpenter President, WPOR Portland, Me. JARO HESS I would like to have the set of five pictures by Jaro Hess. My subscription to sponsor was re- newed on 15 August. Does this entitle me to the pictures free of charge? If not, kindly send them to me billing me for same. Robert P. Kelsey Second vp John Hancock Mutual Life Insurance Co., Boston How about a set of those Jaro Hess pic- tures in view of the fact that we just re- cently renewed our subscription to SPONSOR? If you're going to make it tough and say we have to pay for the pictures, send them anyhow and bill me $2.50 for the set. Bill King, Jr. Advertising Manager International Shilling Company Minneapolis ► Currenl subscribers can receive the Jaro ibss pictures at J2.50 per Bet. Nev< subscribers re- ceive I be set as a bonus. WRONG CITY Your story on WSAU in the October issue was most welcome. However, we would like to call your attention to the first paragraph in which you say that i Please turn to page 1 1 I SPONSOR FORTWO PENNIES * ^t pp«» We talk to your customers for pennies— and they respond with dollars, for there's real wealth in the four great markets of the Northwest covered by the PNB stations". These 9 stations deliver your sales message to more than 372 million people, at a combined cost of $40.37 for a daytime spot! PACIFIC NORTHWEST BROADCASTERS WASHINGTON seattle-king ellensburg-kxle spokane-kxly OREGON PORTLAND-KXL MONTANA Z NET BUTTE-KXLF HELENA-KXLJ BOZEMAN-KXLQ GREAT FALLS-KXLK MISSOULA-KXLL THE WALKER CO., 551 5th AVE., NEW YORK • 360 N. MICHIGAN AVE., CHICAGO 841 National Building, Minneapolis, Minnesota • Little Building, Boston, Massachusetts 15 West Tenth Street, Kansas City, Missouri • 333 Candler Building, Atlanta, Georgia PACIFIC NORTHWEST BROADCASTERS 6381 Hollywood Blvd., Hollywood, California • 79 Post Street, San Francisco, California NOVEMBER 1948 ^::/: {Have these words "costs /ess" vanished front the language? Almost .. .yet not entirely.) Today virtually the only commodity that still costs less than in 1939 is the American consumer himself. Todav an advertiser by careful I v choosing his medium can buy circulation (that is. customers) for considerably less than he could in 1939. Nowhere, for example, has the cost of a customer dropped more than in network radio, (see "advertising & selling," ma* 1948) And nowhere in network radio does he cost as little as on CBS. Today an advertiser's dollar spent on CBS delivers from 8% to 57% more listeners than on any other network. For the second year in a row, CBS sponsored programs have again averaged the lowest cost per thousand families in all network radio —13% lower than the average for the other three networks. Today "costs less" may be two words inaudible in most places throughout the land, but they can be heard in Radio, and most distinctly on the Columbia Broadcasting System. L ■where 99,000,000 people gather every week! POWER of YourSPOT ANNOUNCEMENT Goes l)P or Oo^ with its Amc\at\on- ~fcr £e &??z, / For availabilities, see your nearest John Blair Man — or write, wire or phone Johnny Gillin. / / / Tor the 1948-1949 season, WOW has the finest line-up of programs ever aired on the station — the BEST of NBC — the BEST of local programs— the BEST of NEWS. That's why WOW will continue to be the station "most people listen to most" in this area . . . That's why your SPOT ADVERTISING on WOW will reach the largest available audiences at all times. RADIO STATION * I The chameleon takes its color from its back- ground . . . SPOT ADVERTISING gets its CIRCULATION from its PROGRAM ASSOCIATION TWENTY-FIFTH ANNIVERSARY YEAR OMAHA, NEBRASKA 590 KC • NBC • 5000 WATTS Owner and Operator of KODY AT NORTH PLATTE JOHN J. GILLIN. JR., PUIS. * GIN'L. MGR JOHN ILtll A CO.. R IPIISINTATI VIS io West .l^iid continued from page 6 Wausau is located 150 miles air line from Milwaukee, and that WSAU competed with the latter's 50 kw WCCO. Also, since the survey was made WSAU has switched to NBC. W. J. Damm General Manager WTMJ, Milwaukee ► WCCO of course is located in'Minneapolls, 200 air miles from Wausau. BREAD & CAKE STORY We are very anxious to have a copy of the issue of sponsor which contained the story on how the baking industry is using radio. I haven't any idea which particular issue this was but it seems to me the story ran about six months ago. We'd appreci- ate it very much if you would have some- body locate this issue and forward it at your earliest convenience, and bill us for it. I got a great kick out of your September issue, particularly the article on Advertis- ing Managers' Lament and the story of "Skippy." W. S. Clark Commercial Manager WJEF, Grand Rapids, Mich. ► Copy of April 1947 issue with "Continental Bread and Cake Story" has been sent Mr. Clark. DOWN ON THE FARM In the October 1948 issue of sponsor I read with interest your article titled 5:30 a.m. on the Farm which gave a good account of the inherent selling possibili- ties of the heretofore looked-down-upon agriculture and farm programs. However, there was a point stressed not only in the title but throughout the article on which I am forced to disagree with you. A farm program, if we are to agree wholeheartedly with your article, must be on the air in the early morning hours in order to reach the farmer and sell the sponsor's produce or service. May I ask you how you would feel if you were a farmer in the early morning hours with the temperature approaching the below- zero mark and you were facing a session with the cows and chickens — would that be the time to approach you with a selling message no matter how fine or sound that message might be? This is not entirely a surmise as far as WN JR. and myself are concerned. Statistics from the Radio (Please turn to page 81) Estimated Primary Coverage. ..To the .5 Millivolt Contour Reach and sell these 120 WHB-dominated counties, bulging with the receipts of a $75,000,000-a-year mill- ing industry, a $365,000, OOO-a-year livestock industry, a $223,000,000-a-year candy industry, and a cash farm income exceeding seven billion dollars! WHB gets results for less. Send for complete coverage data. 10,000 WATTS IN KANS4 DON DAVIS ^ KlDu] "£5,0ENr £ pr-i JOHN T. SCHILLING _| MUTUAL NETWORK • 710 KILOCYCLES • 5,000 WATTS NIGHT NOVEMBER 1948 11 Radio to "Oomph" Labor Output Campaign to stimulate man-hour output is in the works. Big problem stems from short labor supply, general availability of jobs, and concomitant lack of incentive for workers to in- crease individual productiveness. With pressure being put on firms to reduce product retail prices, production per man- hour must be upped and labor must be persuaded to put that extra something into its work. Broadcasting will be called upon to sell the idea to the working man. In durable goods, man-hour production has dropped from an index of 100 in 1939 to 90 for 1948. Luxury Ad Budgets Will Take to Air Advertising for luxury lines is bound to be increased within the next few months, in fact several corporate budgets are already being revised upwards. New campaigns will be announced after election and radio will find itself receiving increases of from 10 to 25' ,' in men's clothing, textiles, beauty aids, and automotive supplies. Government spending, which will be increased next year, does not appear to help non-essentials. Inflation Worrying Media Problem worrying most advertising media is inflation. Rising costs of commodities will not permit increases in advertising rates, yet they will force broadcasters and publications to pay higher production costs. Most manufacturers while disturbed about inflation know that increased costs can be passed on. On the other hand, advertising media in a number of cases have found an increasing resistance to rate increases and have had to adjust rates downward. Sectional Income Changes Not Paced by Ad Budgets Income shift in the past ten years has been away from New I ngland and Middle Atlantic states to Far West, Southeast, Southwest, and Northwest. Income in the latter four regions increased from 2l>'.,' of national income to 37%, with the lecline in the Fast being from 42', to 15%. The Central states during the 10-year period have remained fairly static, al orbing about 2'>' , oi the national income. Adjustment of advertising appropriations have not beeh in proportion to the i hanging income status Box-tops to Again Lead Premium Field The box-top, a running joke among advertiser gagsters, will be back in force as a payment for premiums by the middle of next spring. Mail and door-to-dcor couponing is being so overdone that the device is losing some of its impact. Broadcast-plugged premiums obtainable with box-tops are the next hard-hitting advertising device scheduled according to post-office men who clear the legality of all mailed premiums. Increase in 3rd class mail costs is also a reason for decline in mail couponing. 1949 Price Slide Will By-pass Farmers Agriculture department is certain that prices will slide further this year and the first half of next year despite government support. Speculators are expected to take a licking but price slide-off is not expected to affect farmers themselves other than emotionally. By planting season of 1949, it's expected that farm price index will start climbing, and planting will reach an all-time high. Europe will still need everything the U. S. can produce in the form of food. Make Them Eat Salads Big job of advertising is to educate residents of U. S. to eat farm produce in basic state as vegetables rather than as meat. U. S. is not a vegetable eating nation which is why farm co-ops are talking about a broadcast campaign to change table trends . . . and increase farm incomes. Cigarette Sales Will Soar According to the Bureau of Internal Revenue, cigarette sales will hit an all-time high in 1948. Sales are expected to double pre-war purchases with broadcast advertising firms dominating the industry. "Cold" Rubber Starts Ad War "Cold" rubber tires are standing up so well that an advertising war between old line companies and those who will specialize in the new synthetics is expected. Corporations controlling huge sources of crude rubber are planning an air campaign to impress values of natural latex on auto owners. Campaign may be initiated by association of crude rubber men or by tire manufacturers. Technique and "front" men are not set as On the Hill goes to press. No Change Foreseen in FCC Status Politicians have given little attention to the Federal Communi- cations Commission during the presidential campaigning. Ex- pectations are that there will be little change in the composition of the Commission after elections due to the fact that the liberal block headed by Denny and including Durr is no longer part of FCC. Industry will be allowed to run itself as long as it doesn't stir up any hornets' nests. Power Shortages to Be Explained on Air Because of impending power shortages in many regions electric utilities are expected to increase their advertising appropria- tions in order to explain to consumers why the shortages exist. Radio will explain to New England, Cleveland, Chicago and Northwest win there just isn't enough power to go around. 12 SPONSOR It Took CENTURIES to Make This a Rich Market for Alert Advertisers More Than Half of the Nation's Coal* Is Produced in This WWVA Coverage Area Nature endowed this four-state area of Western Pennsylvania, Eastern Ohio, West Virginia and Virginia with untold riches in the coal that turns the wheels of industry — that furnishes heat, power and light for countless millions. Day and night thousands of men are busily engaged in mining these Black Diamonds, in hauling them by river, rail and highway. The weekly earnings in the mining and its depend- ent industries are at an all-time high — which means plenty of spendable dollars for alert advertisers. With one station, one cost, one billing — with WWVA you can reach this four-state heart of the soft coal industry; with WWVA's friendly programming you can make sure your adver- tising message reaches into the homes and hearts of the people who make this mining industry great. For there are more than eight million people in this area, and they spend Four and One- Half Billion Dollars Annually in retail sales outlets. Ask an EDWARD PETRY Man about this great WWVA area. * Bituminous, that is! ffl 50,000 WATTS ••CBS* -WHEELING, W. VA. NATIONALLY REPRESENTED BY EDWARD PETRY & CO. NOVEMBER 1948 13 Remember the story about . . . 13 little colonies that grew into the U.S.A.? Sounds like the story of WWDC in Washington. It started out small . . . and then it grew . . . and grew into the BIG powerful sales station that smart adver- tisers use in this rich market. Your own sales message will go over BIG on either WWDC-AM or WWDC-FM. Get the full story from your Forjoe representative. WWDC AM-FM— The D. C. Independent Represented Nationally by FORJOE & COMPANY l" Mr. Spnsor Henry M. Swartwood* Director of Advertising Kaiser-Fraier Corporation, Willow Run, Michigan K-F's Hank Swartwood, a deep-voiced six footer, stepped into his job last March and has been hopping around like a cat on a hot brick ever since. He received his basic training for the 24-hour K-F working day with the Kaiser Company on the West Coast, where he was a consultant on advertising and public relations during the fabulous production-record days of World War II. Like other key executives who work for K-F, he is imbued with a team spirit rivaled only by the sight of Harvard alumni whooping it up at the annual Yale game, and thinks less of working long hours than most ad men. This high executive morale has paid off for K-F. The auto firm has come up smiling this year, looking very much like the first real competition the established leaders of the auto industry have had in two decades. K-F advertising, an operation closely integrated with sales promotion and public relations, is not wholly responsible although it had much to do with K-F's success. In 1946, K-F's first real year of production, the firm lost $19,000,000. In 1947 they turned on the pressure, advertised and merchandised their cars aggressively, converted Willow Run from an empty barn to a humming industrial plant, flew sheet steel in at night by chartered planes to keep the next morning's production lines moving, and canceled the loss at year's end with a $19,000,000 gain. Today, moie than 250,000 K-F's have been bought by motorists, and radio has been given the job of maintaining the sales pace. More than half of the $8,000,000 advertising budget Hank Swartwood is spending goes for radio. Like Ford's ad manager, Ben Donaldson, Swartwood is an ex-radio man and a great booster in his organization for broadcast advertising. K-F will sponsor radio and TV election-night coverage on ABC, competing with Chevrolet's radio coverage on NBC, and Nash's on CBS. The last week in October it began sponsorship of Guy Lombardo and The Thin Man on Mutual. This January, K-F will start sponsoring Winchell on ABC (WW's contract with K-F is the all- time high in talent costs for newscasters) and will supplement network coverage with selective radio on 1 10 stations in 60 markets. Swartwood is also a great booster for the climate on the West Coast, owns an island hide-out in the Pacific Northwest. He sees very little of it these days. *Seen on left with associates Hal Bobbin, Public relations director, and Norris Nash, sales promotion director. 14 SPONSOR Stutsman, Barnes, Griggs, Foster, Kidder, Logan and LaMowre Counties, South Dakota with studios in FARGO and JAMESTOWN National representatives — The Geo. P. Hollingbery Co. COVERAGE and LISTENERS Dependable coverage with 50,000 watts . . . Faithful listeners because of quality programming These two factors have made KVOO Oklahoma's Greatest Station. Advertisers, since 1925, have learned to accept KVOO dominance as an established fact. They regularly prove this dominance through rising sales curves of KVOO advertised products in this great and growing Southwestern market where higher than average income means more spendable income! EDWARD PETRY & COMPANY INC., NATIONAL REPRESENTATIVES NBC AFFILIATE UNLIMITED TIME 16 SPONSOR new and renew R^ffi New National Selective Business SPONSOR PRODUCT AGENCY STATIONS CAMPAIGN, start, duration Dad's Root Beer Co Lektrollte Corp Liggett & Myers Mason & Mason, hit Musterole Co Sealy, Inc Standard Paint & Varnish Co Sterling Drug. Inc (Centaur-Caldwell Div.) Taylor-Reed Corp Wine Grower's Guild *Slation list set at present, althTtg (Fifty-two weeks generally means a Malcolm -Howard Bermingham, Castle- man & Pierce Newell- Emmet t Rogers &$Smlth I rw in. Wasey Robert W. Orr Mi ( .uirc Young &"Rubicam Beverages Cigarette lighters Fatima Cigarettes Root Beer Musterole Mattresses Paints Fletcher's Castorla 0-T Pie Crust Mix, Tracy. Kent and Coco-Marsh St. George & Keycs Guild Wine Honig-Coopcr 65 (Expanding natl campaign) Indef (Pre-Christmas campaign) 10-1- (Limited natl campaign) 3* (Testing in Midwest; will go natl 194")) 65* (Two-part natl campaign) Indef ■ 'ks tjener My tns ans " 13-week contract with options for 3 successive 13 uvek renewals. It's subject to cancellation at tlie end of any 13-week period Renewals on Networks SPONSOR AGENCY NET STATIONS PROGRAM, time, start, duration Campana Sales Co Champion Spark Plug Co Chesebrough Mfg Co General Electric Co Gillette Safety Razor Co (Toni Co div) Hudson Coal Co Peter Paul Co S. O. S. Co Southern Cotton Oil Co Western Auto Supply Co Whitehall Pharmaeal Co Clements NBC 19 McManus, John iv. Adams use 226 Met :ann-Erlckson CBS 1ST BBD&O NBC 162 Foote, Cone & Belding sue 157 Clements NBC 13 Brisacher, Van Norden ens 1 2 Pae McCann-Erickson CBS 8 Pae 13 Pac Fitzgerald NBC 7 Pac Bruce B. Brewer NBC 57 Dancer- Fitzgerald-Sam pie CHS UN Soil tair Time; Sun 11:45-12 n; Oct 31; 52 wks Champion Roll Call; Fri 9:55-10 pm; Oct 1; 52 wks Dr. Christian; Wed 8:30-9 pm; Oct 20; 52 wks Fred Waring; Th 10:30-11 pm; Oct ' : 52 wks This Is Nora Drake; MTWTF 11-11:15 am; Oct 25; 52 wks D&H Miners; Sun 9:45-10 am; Oct 10; 52 wks Bob Carrcd: MWF 5:45-5:55 pm; Sep 27; 52 wks Knox Manning; MTWTF 1-1:15 pm; Aug 311; 52 wks Mr. Information; MTWTF 2:25-2:30 pm; Aug 10; 52 wks Noah Webster Says; Th 9:30-10 pm; Oct 14; 52 wks Circle \rr<>w show; Sun 10:30-11 am; Oct 3; 52 wks Mr. keen; Th 8:30-9 pm; Oct 21; 52 wks ■:^Tr:T~"'r'"'W'^'"'"r ■■"." ':' ":•: "?":"•*■ ■"" ■ ' m New and Renewed on Television (Network and Selective) SPONSOR AGENCY NET OR STATIONS PROGRAM, time, start, duration American Tobacco ( !o VniHTi. Inc ( plastics) \ S. Beck shoe Co Borden < lo (cheese) Botanj Worsted Mills Bulova Watch Co California Fruit Products Ltd CitJ < luh Cigar Co Curt is Publishing Co N. W. Vyer Bliss cV Marcus Dorland Young & Rubicam Silbersteln-Gold8mil h Blow Cierth Pacific Kronstadl BBD&O A. C. Gilbert Co (toy trains) Gruen Watch Co Howard Johnson, Inc Kaiser- Frazer Corp Krueger Brewing Co l'hili|> Morris & Co Nash Motors Packard Bell Co (radios) Phllco ( lorp Hoyi Grej Chambers & \\ (swell William II. Weintraub Benton & Bowles Blow Geyer, Newell & Ganger Vbbotl Kimball I In 1 1 hins Plels Brothers Brewery Pioneer Scientific Corp R. J. Reynolds Co Konson Art Metal Works Saks Fifth Ave (l)etr.) I & M. s, haefer Co (beer) si mmona Co Time, Inc l tans Mirra Products Corp John I'. Trommer, Inc I nique Art Mfg < lo Stephen F. Whitman & Son Inc William I sty ( layton W :ll;am 1st. Cecil & Presbrey Simons- Mil- he I son BBD&O W W.1- I \ heir. \\(,\- I \ Chi. WCBS-TV, N. V. W P1X, V V WCBS-TV, V Y. WAUI). N. Y. Wl'l\ \ N Co (soap dlv), < Jii.. sis piom mftr Standard Brands Inc. N. Y„ adv dir General Foods Corp (Post Cereals dlv), Battle < Ireek Mich.. ad\ mui General Motors Corp (Buiek dlv), Detroit assi gen sis mftr Western I Icitlli Co Inc. N. Y., ad\ mftr Lustron Corp, Columbus Ohio, adv mftr .1 . L. Hudson Co, Detroit, adv mftr Armour & Co (toiletries dlv), < )hl.. sis mftr Same, adv mftr lane Bryant, N. Y.. adv mftr I Miller & Sons Inc. N. V. adv mftr Motorola Inc. Chi., adv. sis prom mftr Same, vp Same, media dir Same, vp in chge sis Gillette Safety Razor Co (Tonl Co dlv), Chi., prizes, prom dir, radio depl Gillette Safety Razor Co (Tonl Inc di>). (hi assi radio dir \ ini Stores, N. Y . adi mftr Same, adv, nidsft mftr Same, adv mftr Same, adv-sls prom mftr Same, sis mftr Joske's of Texas, San Antonio, radio adv dir National Distillers Products Corp (Italian Swiss Colon] Wine dlv), S. F., sis mftr Same, vp in chge adv Same, gen sis mftr Same, gen sis mftr American Telephone & Telegraph Co, N, V. radio adv mftr Advertising Agency Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION I Raymond Bell Gloria Brand) li.ll Bj l< Frank R. ' lapka .1 l.dwin ( Ihapman 1 1, .ii. ihue .s, t loe, N. Y. W W lit Wash Spitzci >N Mills. Toronto, radio dir i apka .s. Kennedy, H'wood., partner i o i. Ludgln, ' hi. . accl exec Same. W ash . mftr \i\ in Epstein, Wash radio, J \ dir ^ounft iN Rubicam, Toronto, radio sop. I W K.llllsel I I'll ooil \ |. Same, vp (Please turn to page 68) IN IOWA THEY TURN ON THE IGNITION -THEN THE RADIO/ K* . i |l ? 1 1 X he 1915$ Iowa Radio Audience Survey* shows that //' , of Iowa car owners have radios in their cars that these extra ("non-Hooper""!) radio listeners pro- vide a very substantial harms audience! On long trips. 60.1% of car radios were reported to he in use "almost all the time" or "quite a hit of the time." On short trips, the remarkably high per- centage of .'{(>.()' , arc heard "almost all the lime*" or "quite a hit of the time.*" I p-to-date, factual information on use of ear radios is only one of mam new and extremelj interesting subjects cov- ered in the 19111 Iowa Radio Audience Survey. Thej confirm the Survey's II- year policy of modernizing your old data "bringing to light new information not previously gathered." NOVEMBER 1948 For all the information you need about radio in Iowa, write us for your copy of the 19 115 Iowa Radio Audience Survej today —or ask Free & Peters. The 1948 [owa Radio Audience Survey is a "must" for every advertising, sales* or marketing man who is interested in the [owa sales-potential. The 1948 I .hi i«. M is I he eleventh annua] stml> of radio listening habits in [owa. It was conducted h> Dr. K. I.. Whan of Wichita University and his stall", is l>ase«l on personal interviews of 9.224 Iowa families, scientifically selected from the city, town, village and farm audience. \s a service to the sales, advertising, ami research pro- fessions, W MO will gladly Bend a cops °f the l'M8 Survey t<> anyone interested iti the subjects covered. WIHI® + /©r Iowa PLUS + Des Moines . . . 50,000 Watts Col. B. J. Palmer, President P. A. Loyet, Residenl Manager FREE X PETERS, INC. National Representatives 19 New de\ elopmenls on M*0\>OK stories If you re looking r I' i//% ror a natural — W I ( \ has moved i<> lill a grow- ing demand l>\ inaugurating a M . .n.l.i \ -iliru-l Vida\ half-hour MYSTfcm series al 2 o'clock. [Vote dial time! . . . it's the gimmick! There jusl isn't an) complete-episode competition . . . for each i> a complete and differenl mysterj of lop calibre: "Mysterj I- \1\ Hobby, I'Ik" Avenger," " Adventures of Bulldog I >rum- inonrl. " "Strange W ills," and "Mysterj House. I?u\ it once or five times a week or in am combination . . . and you'll talk to a big segmenl of Rhode Island and adjacenl Massa- chusetts. We're turning on the advertising heal with car-cards. spots and newspapers. This show i> going places, iou're invited i<> come along now while there's room. IT'S A BUY ON 5000 WATTS DAY & NIGHT WALLACE A WALKER, Gen. Mgr. PROVIDENCE, The SheroronBiltmore PAWTUCKET, 450 Main St. Representatives: AVERY-KNODEL, INC. ps (See "After-Midnight Audience," SPONSOR, May 1947, page 1 3.) What new developments have there been in after-midnight programing? What new audiences are being reached? Of the nation's 30,750,568 passenger cars*, at least 75f'v are equipped with radios. Several million express trucks are similarly equipped. Until re- cently, the drivers of these vehicles, toutists and truckers, were ignored as a factor in after-midnight programing. Radio listening on the nation's highways is at its peak at night. Most drivers on lonely stretches of road, if they have a radio, turn it on to keep themselves amused and, more important, awake. Once out of range of the few big-city stations that continue their radio selling activities during the wee small hours, they have had very little to listen to. Out on the West Coast, one radio chain is now programing to the nighttime motorist. The recently-formed Pioneer Broadcasting System has organized a network of 1 1 stations in Arizona and Southern California to air programs to motorists between midnight and 6 a.m. Pioneer's president, Bob Morris, expects to sell time to hotels and beaneries along the well-traveled routes leading into the two Western states, where in July of this year seme 86,000 tourists spent nearly $12,500,000. To insure the fact that motorists will listen to Pioneer's 11 -station web, Morris researched the subject of what stay-up-late motorists usually dial . . . when there's something to dial. Morris' discoveries formed the basis for Pioneer's program structure, which consists of network-fed recorded music (from a studio in Hollywood) plus five minutes every hour of locally-handled news, weather, road, and traffic information. Special bulletins about road blocks, fog, frost, etc., for motorists' benefit, will be tossed in when needed. If the vertical programing of the Pioneer operation makes money and shows definite sales results for its advertisers, Pioneer Piesident Morris expects to increase the size of the network, moving up the California coast first, then eastward. Morris is confident that it will work, and is fitm in his belief that the full potential of Ameiica's after-midnight radio audience has only been scratched. *Source: Automobile Manufacturers' issocialion l»S (See "Petrillo Plans Ban Lifting," SPONSOR, October 1948, page 112.) Will transcriptions of commercial pro- grams be permitted shortly? When will the recording ban be lifted? Although the consumer press has made it seem that resumption of record- ing is a long way off, the facts are, as indicated in sponsor s report of last month, that there is very little separating the American Federation of Musicians and the broadcast recording industries. James C. Petrillo's bid for royalties covering the period in which the recording ban lias been in effect is more to create a bargaining position rather than to actually obtain the cash position which the acceptance of such ;> claim would place him. Resumption oi recording, both for consumer disks and broadcast it's, will be effectuated before the first of the year. Membership pressure on the AFM president will not te severe enough to force him to accept less than he has decided, in advance, until 1949. Transcribed musi< in one broadcast per aria and ot station e.t.'s will be permitted even before the first of the year. Librarj transcriptions are ..in factor that remain in the "maybe" class. Petrillo. who has been lighting the use of consumer disks for broadcasting is in an untenable po ition should he permit library recordings foi stations without some sp< cial ( onsideration. Please nun to page 22) 20 SPONSOR it's easy. IF YOU KNOW HOW! I F we should try to operate a station in, say, New England — we'd make a terrific flop. We don't "\noiv" New England. But for 23 years we native Southerners at KWKH have worked hard to know everything about our listeners' preferences, in this urea. We've built a near-perfect KNOW-HOW in this area. The result is that KWKH is TOPS in this area. Of all CBS stations covered by the Hooper Station Listening Indexes in the U. S., for example, KWKH rates 10th in the morning, 9th in the evening. May we send you the rest of the evidence? 50,000 Watts NOVEMBER 1948 CBS KWKH Texas SHREVEPORT < LOUISIANA The Branham Company Representatives Arkansas Mississippi Henry Clay. General Manager 21 • CAROLINA REVEILLE • MUSIC FOR THE MRS. • PIEDMONT FARM PROGRAM Plus NBC'S PARADE OF STAR NETWORK SHOWS ALL ON WSJS am-fm THE STATIONS WHICH SATURATE NORTH CAROLINA'S GOLDEN TRIANGLE WINSTON- SALEM GREENSBORO HIGH POINT No. 1 MARKET IN THE SOUTH'S No. 1 STATE (^ WINSTON-SALEM (fy THE JOURNAL-SENTINEL STATIONS |)*S« [Continued from page 20) It's safe to plan transcribed musical programs after the first of the year. No matter how much conversation is made on the subject, the ban will be over by that time. I» S(See "Cut-Ins Produce Sales . . . and Problems Too, # SPONSOR, March 1947. page 34.) Are any ne< national network advertisers selling via cut-ins? The Kaiser-Frazer Corporation, now one of radio's big-time advertisers, is the latest advertiser to tie in its local dealers through "local identifica- tions" or cut-ins. K-F dealers will plug the new 1949 line in cut-ins heard on The Adventures of the Thin Man, one of two (the other: Guy Lombardo) airshows recently placed by K-F on Mutual. Like other Mutual advertisers who are using cut-ins on their shows (Teen-timers, Inc. with Teentimers Club and Trimount Clothes with Sherlock Holmes, etc.), K-F feels that the cut-in commercial, in which the name of the local dealer receives a plug in the market he is serving will, do much to increase dealer cooperation and support to K-F's national advertising. K-F expects to control the use of these cut-ins carefully, since the dealer outlets are closely connected with K-F. They do not want to run the risk of having air copy inserted into their shows which is not in keeping with the general tone of the network commercials. K-F and its agency, William H. Weintraub, are fully aware of the negative results that can come from poorly-handled cut-ins. The cut-in commercial can increase the flexibility of network radio, K-F feels, but it works only when it is closely supervised. If your SALES MESSAGES are on CHATTANOOGA You are enjoying the PLUS of UIAPO fm Affiliated with NBC National Representatives HEADLEY-REED CO. 22 SPONSOR re von one of the folks who've been buying Pacific Coast Network coverage on the basis of a plus mar ket that — in reality— doesn't exist at all? Isn't it a little like paving for the hole in the doughnut ... and isn't it time you asked yourself how much that hole is costing you? highly f ^_-/4all in an ABC representative who has the WHO! i: storj on Pacific Coast network coverage ... because we think it's a darned shame for anvone to pav extra lor tin hole in the doughnut. ^ ou'll truths on the complete picture. earn some astonishing roadcast Measurement Bureau studies — on impartial basis — prove that each of the four net- works on the Pacific Coast has at least 90% coverage of the entire market (ABC has 95%) . . . whether it's little Lemoncove in the Sequoias' shadow, or big Long Beach. On the coast you cant get away from ABC FULL COVER AC K ... In counties where BMB penetration is il '".. en better; and by virtue of impi<>\ • - ■ I laci lilies. 'M.7"o ol w.i. Pacific Coa-t radio families (94% of its retail sales) are reached by ABC. [NCRE VSING AUDIENCE... Every month ABC Pacific isa better buj than the month before. Average evening Hoopers are now .'!7"o over 191."): and morning A lit '. Pari In- has been the lop Hooper coast network for 10 out of the last 12 months. PROMOTION. ..No other network consistent) backs it- pro- grams with the intense promotion showmanship that makes \l!<- programs talked about and listened to. Good ratings depend on good show-, but VBC does give YOU the coverage and the promotion that helps boost Hoopers. AVAILABILITIES... \I!C still offers extremelj worthwhile Pacific Coast availabilities including: 9:00-9:30 p.m. Sunday, 6:30-7:00 p.m. Thursday. 7:00-7:30 p.m. Saturday. 1.1 )\\ ER COST. . . \ISC brings you all this at a COSt pel thou- sand radio families as low or tower than an\ other Pacifii net- work. No wonder we -a\ whether you're on a Coast network or intend to be, talk to ABC. ABC PACIFIC NETWORK NEW YORK: 30 Rockefeller Plaza • Che),. 7-3700 DETROIT: 1700 Stroh Building 26 • CHerrj CHIC \<.(>: Merchandise Mart Building • DElaware 1900 LOS Wt.l I ,ES: 6363Sunsel Boulevard ■ III dson 2-3141 SAN I H \NCISCO: l.V, Montgomen Street ■ EXbrook 2 NOVEMBER 1948 23 There's a lot more to it than this.. « Weed and company In fact, there's a complete story behind this picture. The man is a Weed & Company representative. He's almost always welcome wherever he goes . . . Why? There's a lot to it that doesn't show in a receptionist's friendly smile. There's training and timing, associations and experience . . . There's a lot of knowledge backed up by a lot more hard work. Basically . . . there's the fact that he never wastes time. He means business ... he talks business. He knows specific markets like the back of his hand and he talks effective coverage in them. He knows how to get maximum results from every penny you spend for advertising ... he talks Spot Radio. Spot Radio is a highly complicated as well as a highly profitable medium. The expert knowledge required to use it correctly makes Weed and Company service indispensable to any radio advertiser. radio station representatives new york • boston • Chicago sanfrancisco *' atlanta •■ 24 • d e t r o i t ho 1 1 y wood SPONSOR lament To© few advertisers know I lie stations they buy • Too few timebuyers, account executives, and adver- tising managers know the stations they buy. That more than any other lament is a major gripe of station managements. Station managers not only complain that network sponsors have very little idea of the stations that make up their networks, but they also complain that buyers of announcements and selecting programs fail to get even a sketchy idea of the individual stations on which they buy time. Each station differs in some manner from most other stations. One management is very promotion-minded, another is program- minded, and still a third is merchandising-minded. Seldom does a station place promotion, merchandising, and programing on an equal basis. Frequently local conditions force broadcasteis to stress one factor above another. If a station is allied with or owned by a newspaper, publicity, which is considered part of promotion, comes to the station naturally through intra-organizational deals. This enables the station management to go further into merchandising and sometimes local programing. In other cases where local newspapers are anti-radio, management is forced to promote all the time, to fight the local papers rather than to expect them to cooperate in publicity and promotion. Station management is human. Thus when one executive has come up through program operations, he's frequently show conscious. Another manager has come up through engineering and he's generally found checking the quality of the signal strength of the station. When a sales executive of a station Excerpts from typical letters of station managers indicate that gripes k differ very little .from station to station but that they are real aches r ' • ■ - • _ ■ v'-> ■ ■ „ 1°C or &iSL, bo* 6t * . Voc^ °r,„ to tt.exr ' o* » »£V( „ to t^* .lS *"etl or c- S ale3 tefi ,,<• »er \a ^eVtv£ lit ^\ed- &C« U0±i>1 Bee tb*°* A,er^5er%e«^v-' ;, ::.t ve* de Ug^ t&e of • etc rei. .!• Colli1 &te- 1* sotae s" tttf>6 to •itf> . ,-■..•-• ^ f*«r i ■ ft tjUfW ^^r^r* w* b\i« r^\Xo*s* u\ til -1- ~ r»»w ,.t ;nr »dJ-0 sUl it>ie* one tV>e IS* oI ,noy IS \% a33-*. v* con*?5- ,.rri-Ptv )Voffl< i.t*ei -; , more re »^S0 ac.^c/^e ^°r i*-^^, r^io Problems with (sponsors 1. Ft-\> advertisers understand the broadcast medium _. \11 sponsors want continuous promotion for their programs ■'>. Although all broadcasting i- local. few advertisers in- clude indoctrination of stations in their pre-broadcasl plans 1. Sponsors fail to realize that station- do not. a- network- do. permit summer hiatuses in schedules ">. I (mi man) advertisers demand their agencies buj time bj power of stations 6. Sponsors feel that network broadcasting i> always the ultimate in radio 7. loo man; advertisers place their schedules and then expecl miracles to happen all by them-elve- Problems with agencies 1. Timebuying i- mostlj based on old hook larnin' 2. Agencies ar< besel with Hooperating-itis 3. The Madison Avenue V ^. and North Michigan Vvenue ( bicago ivorj towers don't permit nationwide obsen ation I. Over 60 °/i of timebuyers are clerks 5. Account executives ha\e little contact with advertising in operation 6. Local stations vs i t h intense coverage are ignored for big outlet- that cover greal expanses lightly 7. Mosl agencies are neither equipped, nor desirous of following through, once a campaign i- placed with a -tat ion Problems with broadesist industry 1 . Broadcast in:: i- constantly selling itself short 2. Promotion i- too frequently a nece — ar\ evil and not an integral part of air showmanship ... M;ni\ station representatives have loo big a li-t of stations 1. Representatives do little real selling 5. loo few radio-wise men own stations '■. I here"- trio much formula thinking and loo little creative programing 7. There's little relation between number of stations serving an area ami the needs of the area >\. Radio i- all too prone lo he embarrassed bj commercial -IK i . --. - '). Public service i- part of a station's business hut there's nothing wrong with broadcasting being a business 10. I n I ra-indu- 1 r\ cooperation onlj appears when the in- dustry i- in I rouble has become station manager, and there are more sales-trained station managers than any other kind where they know a great deal about the broadcasting business), the station is apt to think of the sponsor as the court of last appeal. Thus each station delivers something different from the next station. The jobs they do are not based necessarily upon their resources, but upon the thinking of the station manager and his executive staff. It is true that ownership of the stations have something to do with the service they render but stations under the same ownership run the complete gamut of sponsor service: from doing practically nothing to actually obtaining distribution for a new product. It is therefore vital that an advertiser realize the service that is available from the stations he's using, whether they be part of a network or out- lets bought for a selective campaign. Requests for program promotion by practically every sponsor or his agency gripe several station managers. Yet man)' times a manager finds himself having spent thousands ballyhooing a net- work commercial only to discover next season that the program he pVomoted has moved on to another network and is actually competing with his station. There is only one way to be certain that a program won't shift and that is to check and see if it's a network-owned package. A sponsor who buys a network-owned program is in a position to expect better than average station promotion of his pro- gram since the station managers can be certain that they won't be building an audience for a program that may move off their stations. Many stations pride themselves on the promotion they do for programs. They go to considerable expense to make up pro- motional folders which are sent to account executives at the agencies. What hap- pens, state many station managers, is that the reports are routed to the publicity men at the agencies and the timebu seldom see them. "Maybe it's a little thing but I blow my top," states one station executive "when our presentation of a program pro- motion is acknowledged by a form post- card initialed by a publicity man's secre- tary. Why, after we have been impor- tuned by letters, telegrams, and even telephone calls, to get out and promote a program, someone at the agency doesn't think that it's important enough to sit down and write us a letter about our efforts. I'll never know." "Promotion," said another station man- ager while he pounded the desk, "costs e turn to page 88) :< SPONSOR A temco; IT. Most talked of commercial of the year is Texaco's pitchman on the Star Theater (NBC). Authorities feel he'll v»ear out welcome vvithi- Life expectancy of a TV commercial some must he eh .-iii^ed frequently while others live on and on Repetition has been a r'unda- &m mental tool of bra vertising almost from the beginning. But without careful schedul- ing in TV, repetition can lead to a totally don Brora Ces that the sight - plus-sound selling of the visual air is remembered longer than radio selling in as much as B8 Peases Sonx new set owners and more thai- 85 an set owners sa\ t:\ l'\ commercials to those of radio." How i the T\' commerdal not suited to repeti- tion ean pile up ill ft t ig in n waj . the a able figu es This doesn't mean that the sp - using T\' has to fa nmen time lu g f - - mean is that TV se'. come the a ling without repetition Some phases rv s peated indefinitely. T - primarily NOVEMBER 1948 27 (MAXWELL W HOUSE 3Coff«e porfrinnC especially animated, make excellent "billboards" with which to open and close TV pro- l/dl lUUIIO, grams. Because viewers are conditioned to picture trademarks, "billboards" live long vs advocates contend film is safer but live commercials permit of greater flexibility. NBC's Bob Smith (left) displays Polaroid but uses film (right) when selling product-use the "billboard" type of identification which open and close either spot or pro- gram. The public has been conditioned to accept M-G-M's roaring lion, Para- mount's snow-capped peak and ring of stars, Warner Brother's shield, Universal- International's revolving globe, etc., as part of its theater fare. Since these "house" ads are a low-pressure form of salesmanship, audiences don't complain. For the TV sponsor, house ads do as well. Here, the billboarding should be confined to easily-recognized trademarks, with or without a well-known product slogan. Sometimes it can include more. General Foods (for Maxwell House Coffee) uses a typical animated billboard on Meet the Press, having used it previ- ously also on Try and Do It (both on NBC-TV). The opening contains the essence of the selling principles used later in the program's commercials. In the commercial proper, the selling is done "live" about three out of four times. Here, General Foods and their agency, Benton & Bowles, prefer to take no chances on viewer fatigue. Even the film commercial is freshened up periodically by varying the film and the sales spiel, by adding a new opening. But the General Foods "billboard," like that of Texaco, Gulf, Gillette, and many other adver- tisers, remains constant. The straight live commercial is the easiest commercial to repeat without running into the law of diminishing re- turns. First of all, the live commercial is usually integrated into the show so thoroughly that it is difficult to tell just where it starts and stops. Second, it is easy to vary, bec?use a new costume (like Ivfcrtha Logan's collection of aprons used in Swift & Company TV commercials) or elfin nffr can be repeated time and time. Eclipse Sleep Products' TV short, "The Beautiful Dreamer,' jlgll U II o uses Powers' model, Rosemary Colligan, to sell just before stations say "good-night" another product from the sponsor's line (like Gulf's on We the People) adds the element of freshness necessary. Third, since it is not Oil film, thus not '"perma- nent" like an e.t. spot, the live commer- cial can be done with new copy, new sets, new perscnalities, and new products with- out deviating very far from the basic com- mercial approach. Some live commer- cials do tend to fall into definite patterns which are hard to vary. A good example of this is Texaco 's pitchman, which will be hard put to appear fresh once the novelty of using a cai nival barker wears off. One added factor in using live commercials is that they can often be of the low-pressure variety. This is usually the how-to-do-it type, such as Alma Kitchell's Kclvinator Kitchen stint in which all the kitchen gadgetry is Kelvinator-produced, but used as an unobtrusive backdrop to Kitchell's cookery demonstrations. Many TV advertisers can't use live commercials. For one thing, they are ex- pensive. For another, there is always the risk in live product demonstrations that something will go wrong. In certain types of programing — sports, news and special events, spot campaigrs, etc. — it is impractical to use live talent for commercials. A good deal depends, in the repetition of film commercials, on the content and treatment of the commercial. TV film commeicials overly heavy on selling, or which resort to the irritant technique, have a short life in terms of their effective- ness on viewers. The "cute" commercial (of which more will be said later) is another thing which can be extremely effective the first few times it is seen and then, like a twice-told joke, begin to lose (Please turn to page 64) "How to" commercials have a low fatigue factor A kitchen is always background as Martha Logan, on the Lanny Ross Show, sells Swift products Martha Logan changes chore and apron from telecast to telecast, but she's always kitchen selling A new apron, a new dish, and Martha Logan is on another telecast for Swift & Co. over NBC-TV pari tiro of SIi()\S()l\'s report on International radio The Cuban picture . nil«'«l Slatos ;ul\cr(is«'i> allocate fabulous sums for Island radio over-all. Colgate-Palmolivc-Peet (Cru- sellas & Cia) spends $1,500,- 000 of its $2,000,000 Cuban advertising budget in radio. The second great soap corporation in the Cuban market, Procter & Gamble (Sabates, S. A.), spends nearly $1,000,000 of a $1,500,000 budget on the air. If the U. S. parent companies were to spend at the same ratio for broadcast' ing in the States, CPP would be spending $42,000,000 and P&G $28,000,000. These two organizations buy hours at a time on both Cuban networks, CMQ and RHC* They have adopted the day- time soap-opera formula for their Latin American audiences. Dramatic strips (novelas) swarm all over the network schedules. Unlike in the U. S., the emo- tional escapades can be heard both day and night, with the number one heart tugger, The Right to Be Born, achieving the amaz- ing audience rating of 41 (in the Cuban equivalent of the Hooperatings). Al- though CPP and P&G introduced day- time serials to the island, The Right to Be Born is sponsored by Bestove Products for Kresto, a Hemo-type product. Cuba is a radio-minded nation. Its 44,128 square miles is less than that of Louisiana (48,523) yet it has 84 AM and 16 shortwave transmitters while the Pelican State has 37 AM stations and no shoit wave outlets. Shipments of radio receivers from the States to Cuba are said to be greater than shipments to all the Central American nations combined. Cuba's population is over 5,000,000, and with slightly more than five persons per family this means a little less than I. din i.ooo households on the island. Although the last report (1940) indicated that only oik- out of four families owned mik oi more radio receivers, it is esti- mated currently that 17' , of all Cuban households own sets. While listening in the U. S. A. runs from a daytime summer New Jersey runs its business in Cuba, low of 1.79 listeners pei listening set to a The Esso firm on the island is Standard midwinter high of 3.2 for certain high- Oil of Cuba. Both Crusellas & Cia appeal programs, estimated listeners per (Colgate-Palmolive-Peet) and Sabates, set in Cuba run from a daytime low of S. A. (Procter & Gamble) manufacture all 2.1 to a nighttime high of 4.2, figures that their products locally. Both offer all the resemble TV viewing indices. There are items (some under different trade names) fewer radio homes, percentage-wise, in which the parent companies merchandise Cuba but more ears gather around each in the States and a number of local pro- receiver. There is a hedge on the listen- ducts besides. The latter are products ers-per-listening-set figures. The better- strictly designed to meet competition, than-U. S. figures are made possible by such as Palmolive Toothpaste which has a the low-mcome-group set owners. The formula conceived to compete with a well-to-do do not cluster around a receiver local product. The local tooth paste, any more than their counterparts in the Gravi, has developed an amazing follow- 48 States. in§ on the Island. The leading three One great reason for radio's great toothpastes, in order of sales are: appeal is the low literacy rate, which Gravi (local product) hasn't risen a great deal even though many workers are making three times what they did in 1941. Compulsory Colgate Forhans and all use broadcasting extensively, education is decreasing the percentage of Gravi, which started with its druggist the population who rank subnormal en compounder sampling the interior of their three r's, but it will take generations Cuba dooi-to-door, has reached the top before newspaper readership can hope because its developer, a former druggist, to approach a point comparative with is promotion-minded. He not only uses listenership. This is the reason why such the netwoiks but schedules programs on a high percentage of advertising budgets local stations which cover only their is plowed into broadcasting and why radio is used by practically every manu- facturer seeking mass distribution. Only 15% of Cuban network broad- cast advertising business originates in the United States, despite the fact thai individual states. On these stations he uses the equivalent of U. S. hillbillies. At one time he decided to run contests to determine the most popular singer of folk songs on the island. Votes required Gravi carton tops. In order to make certain 65 per cent of the advertising is for pro- that ths contest sold a number of poten- ducts trade-marked in the U. S. A. This is because the U. S. products, with very few exceptions, are merchandised and often manufactured by Cuban corpoia- tions. Esso products are leaders in the gas and oil field in Cuba, yet it is only by remote control that Standard Oil of tial users on Gravi, each folk singer's madrina (godmother) was urged to campaign for hei talented godchild. Since a Latin godmother does not take '< \m has seven, and HIK nine, station* in llirir net- works. Cuban network station* il<> not originate pro- grams, they merely ad as transmitters for key station programs, Cuban networks own all their stations, While dramatic serials lead rating parade on the two networks, in the interior it's native k musicians, singers and players of folk music, who reach and hold Cuban radio audiences' hearts r 30 SPONSOR U.S. watches Cuba. L.tc r.,Gil Nunn (Nunn stations), Sol Taishoff (Broadcasting), and Cal Abraham (NBC) CMQ's Radiocentre dominates Havana radio scene. Goar Mestre stands before his great new studios ■■Mii^H.Lriillll II Cuba likes Mexican comics Solinsky and Pedro Dick & Bondi, Argentine gagsters, are tcps Blcnc'e Catmelina Rossell has rabid fcllcwing her responsibilities lightly, and since every child has a large number of god- parents, the campaigning for votes became hot and heavy. Actually the god' mothers turned door-to-door saleswomen for the product, selling the toothpaste and getting the carton tops for their candidates at the same time. Gravi pushes the fact that it is a Cuban product, created, developed, and mer- chandised by Cubans. This has a great appeal in a nation which has very few business organizations which are owned by natives. However, other Cuban pro- ducts haven't made Gravi's headway for the simple reason that they haven't had promotion-minded executives. The door to sales in Cuba is opened by brosdcast promotion and the obvious way to reach the island's population is via radio for only this medium cuts through and reaches all social strata. Until 1943 Cuban broadcast advertising practices were reminiscent of the dark ages of radio. With the exception of Colgate-Palmolive-Peet, which had a live program on the air, and Standard Oil, which has sponsored a Cuban version of the Esso Reporter since 1937, most other radio advertising was by announce- ments. It was not unusual for a station land it still isn't on some local Cuban stations) to have ten announcements broadcast back to back. It wasn't too long ago that time was sold for com- mercials from five seconds up, and no attempt was made to standardize com- mercial time. Even today the networks, which Have cleaned up most of their over-commercialization, deliver only 12' L» minutes for a 1 5-minute program, against the 14 ' .j minutes which is customary on Please turn to page 99) SPONSOR ^^^m ti»; ".It- i Irail«» ni;i^;ixiiM^s a$»r., \eie )nrk CHARLES G. WRIGHT SELECTIVE Federal Advertising Agency, Inc.. Wew ) <*rk K1HBY CHANDLER SELECTIVE American Broadcasting Co., New York JAMES M. GRIFFITH SELECTIVE KSKh. Pittsburg, Kansas HOB McRANEl SELECTIVE Mid South Network, Columbus, Mississippi It. II. SUTHERLAND Hill rf Knowlton, Inc.. \eir ) ark WELLS II. BARNETT SELECTIVE M-B-M (MARKET-BY-MARKET) Weston Barnett, Inc.. Waterloo, Iowa It. W. McFADYEM SPOT National Broadcasting Co., Wew York W. \. POMEROY IMPACT ll II. s. Cansing, Michigan M \Hk k. PINkKltM V\ FOCALIZED Reichhold Chemicals, Inc. Detroit JOE COOK KSTP, Minneapolis I). I . BAIRD U ted >S Co., Boston K. II. WITHINGTON •\TTKR\KI> It MHO PV II KK\KI> It MHO SELECITVE VKKV International Silver < <>.. Weriden, < onnecticui WILLIAM H.RINEs WC.SII. Portland. Maine V ( .. RORABAUGH \ ' Rorabaugh Co., feu > ark JAMES K. BROWN II HUM. Chicago RALF BRENT WGYN-FM, Vem York HENRI /.. I NGER WPIK. Alexandria, Virginia VI. TANGER ll 111)11. Boston HOW Vltl) W. MEAGL1 ll U \ I, Wheeling, West Virginia T. II. TR1 slow ( horning class ll orks KltVNk ll. KEMP Compton Advertising I I CKER SCOTT ' omplon Advertising RA1 <;. STREETER The t arev Xalf Co. Hutchin DIRECTED M MikKT RADIO MARKET It MHO M VRKET It VI HO M MtkKT RADIO M MtkKT K MHO ELECTIVE SKI. I < VST Corning, Hew York LOCAL RVDIO (Veto York Inc., Veto ) 'ark i.orvi. It MHO LOCAL It MHO n, hm NOVEMBER 1948 33 PICTURE STORY OF THE MONTH THREE Will over-all H< 2" intmH llPtlnn °' 'c'ea was mac^e nationwide by mc Win Elliott of "County Fair' Mil UUUUUUII ceived a briefing from Junior Achievement members to make him sound real JA Public service on commercial programs doesn't have to be stodgy, doesn't have to be heavy handed. It can be good entertainment. It can be good business. Borden's current publi- cizing of Junior Achievement's Junior County Fairs is not only good public service but it is building direct sales and good will not only for Borden's and its many products, but for the entire milk industry. The national Junior Achievement or- ganization is dedicated to the furthering of the "free enterprise" way of life by helping groups of youths set themselves up in business as regular corporations. If a number of teen-agers have a product or service that they tlvnk they can sell, local J A chapters help them incorporate, raise money, and set themselves up in business. J A corporations are formed at the rate of several hundreds a month. A sizable number have been formed this fall to stage Junior County Fairs. They differ rfotinnC 3et 'nl° act wnen local JA groups tween Borden-Finch Farms execu- Ill from regular J A corporations only in that they are of short life (three months). Although Borden's was sold the idea of helping JA as a public service, the cam- paign is perfectly tied-in with its County Fair broadcast on CBS and its products. County fairs are associated in most minds with dairy products and that's what Borden's has to sell. There doesn't have to be any hard hitting advertising to associate the two in the consumer mind. As a final mental association, the JA group producing the best Junior County Fair wins one broadcast of the County Fair network program from its home town and under the winner's auspices. From beginning to end, Borden's, County Fair, and Junior Achievement are in the act equally. Nevertheless it might have been difficult to sell the idea to Borden's if its Harold W. Comford, Ben Duffy (BBD&O), and S. Bayard Colgate weren't members of JA's national com- mittee. A friend at court helps. heir entries. Group is conference in Dayton be- WHIO management, K&E's Landon, and JA's 1 - idea was sold by Hal Davis, Kenyon & Eckhardt publicist, and Jim Keeney, Junior Achieve- ment press asent (above left). S. Bayard Colgate, Colgate-Palmolive-Peet, and Ben Duffy, BBD&O, seated above right, lend their blessing. Bill Paley, CBS (third from left below), is impressed. Stu Peabody and Henry Schachte, Borden's, okay campaign 4 - point nf Colo 's so'c' on co°Perdt'n9 w'tn JA's and Borden's by Achievement members and III "odlb their parents. Mother buys milk while daughter sells J A stock to storekeeper '• -;,-■:■ ' 1 ""W :»kr "■ IK ■.if* -J Uv^E*"tf 2 5' linrlor U/QU w'*n Atlanta Junior Achievers holding coke sessions C ■ Plrjp'c in Opt as St Louis group presents the Borden cow in UIIUol Wdy to discuss plans for their Junior County Fair entry " LlolG O III dul her boudoir as part of their County Fair show 7 " thP nri7P is coast-l°-coast "County Fair" program presented I IIIC piltG from home town and under auspices of JA group producing most successful Junior County Fair What do p know about HII HABITS? . oell method helps sponsors understaiul listeners at work and play Babies even cry on schedule! People's living habits are generally relentless. But relentless or not living habits can be put to work for buyers of broadcast advertising. Daily routines govern with uncanny accuracy the size of audience to certain types of programs. They deeply influence the quality of listening to those programs. And listening habits influence buying habits. This theory underlies the thinking of William A. Yoell, who heads the market, media, and opinion research activities of William A. Yoell, Inc. This approach to radio programing and commercials was evolved by Yoell while punching door- bells for more than four years for adver- tisers and agencies. The practical application of Yoell's "living habits" to radio and TV advertis- ing is emerging from the experimental stage. His theories have already de- veloped a new concept of radio and video selling for a number of advertisers. A cornerstone of researcher Yoell's method is what he calls Camera Action interviewing. It's a new type of depth interview* he pioneered and standardized (Please turn to page 48) *Depth interviewing is a psychological form of research through which tlie responderrf is taken step by step from oriijinni stimulus to final purchase or action. Heavy house work reduces recognition of conversation-type programs What listeners are doing _ Misc. ■ 100% ght ousework Heavy Housework Eating (time) % that can identify character in program SHOT IN THE Hill , oi\\ i< h I'li.n iii.m ;il accomplishes it with radio and "The Fat 3lan"* JtoaMgijB It was January, 1947. Norwich products and 1^22 ' trade names were firmly established. Net sales ^»* for the previous year had topped a profitable $10,000,000. The advertising was pulling. The sales force was doing a good job. But something was missing from the selling strategy of the Norwich Pharmacal Company. True, sales of the familiar family of Norwich consumer products were holding up well with drug customers, the majority of whem were steady buyers. But there were many areas, particularly in ncnmetropolitan centers and certain areas of the country (parts of New England and the South) where sales were weak. The biggest sales problem lay in the over-all yearly sales curve which wandered up and down, as it had for decades, as druggists and public alike did their buying in spurts. Some Norwich products, like Pepto-Bismol, had a summer peak due to unwise vacation-time eating. Other products in the line, like Unguentine, had both summer and winter peaks. The problem was a real one to the sales force who were busy taking orders for part of the year and scratch- ing around for business the rest of the time. This situation had gone on for so long that Norwich had about given up hope of doing anything about it. The advertising was another problem directly related to selling. Much of Norwich's sales were traceable to their ad- vertising, at that time split roughly 15%-25% between maga- zines and newspapers on a budget of $1,250,000. Like the seasonal trends in Norwich business, the advertising was also largely unchanged for years. Norwich felt then, and still does, that its advertising produced results. But it was, to a large degree, marking time. Its greatest shortcomings were felt in January 1947, in the reaction of the sales force itself, rather than in the over-the- counter sales. Norwich differs from the great majority of drug firms in its selling tactics. Its products are not "jobbed," but are handled almost entirely by its own sales force of 150. Each man services about 300 drugstores directly, and the relation- ship between salesman and druggist is on a personal, friendly, conversational basis. Shipments of Norwich products are made from Norwich warehouses in New York, Norwich (N. Y.), Chicago, San Francisco, Atlanta, Dallas, and Port- land (Ore.), with Norwich sales offices in each of these cities except Portland. Thus, every member of the Norwich sales force regards himself as a "traveling ambassador" of the firm. EVOLUTION TO SPONSORSHIP mm mmm® mffmrnm DON'T TOUCH THAT DIAL ■ G MONDAY OUT 21 FOUR BRAND-NEW, WIRED-FOR- LISTENERS RADIO SHOWS PRODUCED AND PROGRAMMED BY ABC FOR CONTINUOUS RADIO LISTENING -ihcAnwiNin Urtjtdt 1 -.T .n prof' ...Im .lab ,Jf»fo.n( ndi" nm< l'*«tnB uftilh ••! -ir^n Mum at fid-i faiMlin M ,k,,» ... fill in IVUlablf .ii iK-.»i 1.1 [>r» \ f*,.H»«d inrf Mi^rd „vl d.fnird b) Att « hrd ,1 ntdtt by ABC Jbl.au MKWM « « J 11 »..(»« fn« nil nmtftt ', IHCm S ihi< If* »""4 "> -, FOI ■ IIC MOWS iha| U <•* Ptdio innn^u* U*4 l>vr* I IK, (HOWS ■'+ tl, nttm rtMiM *i " g""H "• POWERED, SMOOTH AS-SILK, TOP NOTCH RADIO ENTERTAINMENT ONE OF FOUR HOPEFULS IT'S FRIDAY NIGHT ON WXXX Rivet your dial to your local ABC Station every Friday Night . . . and you're set for an evening of grand entertainment. THE LONE RANGER 0:00 J„.l., . R,drl Th, A,.-..., THE FAT MAN 0:00 H,.., Dri«i..» D..~. THIS IS YOUR FBI 0:00 BREAK THE BANK 0:00 THE SHERIFF. 0:00 A ....<„,. ol L.uoki .'. Tk.,ll. CHAMPION ROLL CALL 0:00 Ha.,, Vnflw < Spo.li N..i BOXING BOUT 0:00 Bto- b. Bio- F.gM D#x'>pt>OA 'O KEEP TUNED TO 00 0 0 WXXX NOW IN BIG COMPANY In January of 1947 the salesmen found their job getting tougher. The retail drug business was exceeding even 1946 sales, but druggists were making drastic reductions in over- extended inventories. They were selling but not buying. When a Norwich salesman started to talk about Norwich advertising to a druggist, and to show him copies of ads, the result was nearly always passive. Druggists were well aware of the magazine and newspaper advertisements Norwich had been doing. They asked: "So what?" — and the salesman was back where he started. What was needed, Norwich began to suspect in the closing months of 1946, was a change of pace — some advertising vehicle or medium which would give the sales force something to promote, a talking point with druggists. And while the resolve to find a new vehicle grew in the minds of Norwich ad men and their agency, Lawrence C. Gumbinner Advertising, it began to look more and more as if broadcasting might be the answer. Of one thing Norwich was sure. If they tried radio, they weren't going to rush in and buy the first program that came along. They had been in radio before. As early as 1930, they had been placing a transcribed musical program, The Unguentine Show, in 15 markets. After a 13-week run, nothing much happened. A sample offer of Unguentine had pulled heavily, but the radio campaign didn't last long enough to make the sampling success pay off. There was no air advertising to remind listeners to continue to use the product. After that, they'd stayed out of radio for several years. The next Norwich product, Pepto-Bismol, was introduced successfully in 1935 with magazine advertising, no radio being used. However, in 1938 Norwich started a cycle of selective announcements which lasted until 1941, using 6-12 announcements a week 40 weeks a year in 150 markets. Announcement results were fair. ( Please turn to page 74) r°222£> body love* The Fat Mon," Daihiell HomiM«'» myiteryd'oma It hos more luteneri ihon 75% O* oil thowi on the a" Thit ii •■'ro hea.y odvertiting rhot'i worth Ml weight in gold to you The Fot Mon poyt ofl on a b.g koI« when you d.tploy. feature, talk Pepto-Bitmol BROADCAST COAST TO COAST EVERY FRIDAY MIGHT • ABC NETWORK j WEI GHT CHART FOR THE FAT MAN: ro.s 3.4 1946 J«l MB MM APH MAY JUKI JULY MIS UPf ACT NOV tK C E. HOOPER RATINGS Trade advertising was used to call attention to the steady growth of the Hooperatings of "The Fat Man." It was this steadily increasing audience, month by month, which called the program to the attention of Paul Gumbinner of Norwich's adver- tising agency and finally clinched its sale. When a program triples its audience in one year, from 3.4 to 10.8, and is low cost, $4,500, it's usually a worth while buy and delivers. 39 SPONSORED Religion learns to use the air \i»lif hour*, and prestige methods improve paid religious broadcasts over-all Though religion has been a broadcast factor for years, only within the last four years have re- ligious bodies begun to use commercial religious broadcasting to bring people into the church. Not that millions of listeners haven't been reached and millions of dollars raised through sponsored religious broad- casts. Dollar-wise, broadcast religion is an important business. Spiritually, in the main, it has failed to deepen the religious convictions of the vast number of American people. A product advertising ovei the air is seldom sold by the station over which the program is heard. The listener must go to the store for it. With religion which is advertised over the air, the test cannot be the number of listeners, the mail pull, or the money that is sent in, but the resulting use of religion. The people must attest their conviction of the worth of religion, and publicly demonstrate it, by going to church and /or practicing in their daily living the rules which pre- eminently promote peace and good-will among men. Sponsored religious radio, until the last four years, has been mainly the instru- ment of religious sponsors outside of recognized denominational and interde- nominational bodies. Of the 255 denomina- tions in the United States, 200 represent only 2% of the church population. The majority of paying religious broad- casters do not'fall within even the latter 2%. Broadcast religion, by an overwhelm- ing majority, has been a story of pulpits with radio congregations only, with no church buildings as places of worship and no localized congregation. No minister calls upon communicants, no wedding, Stars like Loretta Young aid Father Peyton burial, or charitable set vices are per- formed for the money received. Yet these same religious organizations receive the majority of the nearly $200,000,000 sent in by listeners each year. Religion spends more money for air time yearly than any commercial pro- duct except soap. Approximately $2,500,- 000 was spent on the Mutual Network in 1947 for such time, and this represents a small fraction of the money spent on independent stations throughout the nation (many a 250-watt station depends on religious programs for running ex- penses). It is estimated that Charles E. Fuller who conducts the Pilgrim Hour from the Los Angeles Auditorium over 160 stations and the Old Fashioned Revival Hour over 260 stations spent $4,500,000 on radio in 1946. Whatever the merits of their messages, one fact stands out with respect to the Bishop Sherril I and Walter Abel interviewed at "Great Plays" opening Christian Science Monitor's Erwin D.Canham specializing in good reporting The family that Prays Toyethei — ' Stays Toy ether 830RM.SAT. iij]iy/]i'.|irriTt''m5i In the heart of Chicago a painted signboard proclaims the theme of Father Peyton's Mutual network "Family Theater" heard on WGN locally majority of those broadcasting religious programs — no accounting is required of them for funds received from listeners, either to their contributors or to any re- cognized national church body. While old commercial and sustaining religious programs brought the church to the people via the air waves, the new type of commercially broadcast religion is bending its efforts to bring people back to church. The old broadcasts were pre- dicated on the proposition that if the people wouldn't go to church, the church would come to the people. This was fine in theory, and in practice served, and still serves, shut-ins and the geographic- ally isolated. But by and large com- mercial religious broadcasting did not reach listeners affiliated with any recog- nized church body. Listeners reached by the message more often than not had no church to repair to; the minister they heard was a shepherd of a radio congre- gation only. Where church services were aired by recognized religious bodies, the influence was to a great degree negative, for it encouraged stay-at-home worship which required only the turn of the dial for attendance, and no contribution to the collection plate. The falling off of church attendance has been a serious problem of the postwar church. The new trend in commercial religious broadcasting is most markedly signalized by the fact that the sponsors do not solicit funds over the air from the audi- ence at large. Radio time and produc- tion costs are paid for by contributions from their members. The Protestant Episcopal Church's program Great Scenes From Great Plays is the newest experiment in sponsored re- ligious programing. This is the first time that a program representing the entire Episcopal Church membership has gone on the air. The half-hour weekly pro- gram premiered Cyrano de Bergerac, with Walter Hampden, on 1 October. It is heard by electrical transcription on the entire Mutual network of approxi- mately 500 stations, plus 300 local sta- tions in areas not covered by MBS. This nighttime sponsored religious broadcast, the first ever to be taken by a network, is aired on Fridays (8 p.m., EST and MST; 7 p.m., CST and PST). During the first four weeks, scenes have been broadcast from such other plays as The Corn is Green with Jane Cowl; The Barretts of Wimpole Street, with Basil Rathbone and Bea Straight; and Dark Victory, with Celeste Holm and Walter Abel. These will be followed by On Borrowed Time, Boris Karloff and Parker Fennelly; Little Women, Joan and Betty Caulfield; Tale of Two Cities, with Brian Aherne; and The Enchanted Cottage, with Gene Tierney. The plays are top theater, and the actors, all members of the Episcopal Actors Guild, are headliners. Earl McGill directs the shows, and Walter Hampden acts as permanent host. The program series, which it is esti- mated will cost $2,000,000 a year, has been guaranteed for the balance of 1948. Last fall a test appeal, with no advance promotion , was made to the Episcopal dioceses for funds, and enough was raised for the first 13 weeks of the present seiies. This year a strong pro- motion will be made this month in all parishes. The Episcopal Church can- vasses all its members every fall in what is called an Every Member Canvass. This year, as last, the members will be asked to add 3% to their annual general contribution, for radio. The expectation of the National Council is high, for a tour by Director of Pro- motion Robert Jordon through the eight administrative provinces of the Church, in which Bishops and promotion leadeis heard the Cyrano transcription, met with enthusiastic response. Presiding Bishop Henry Knox Sherrill made four 15- minute appeals (to fit the four time zones) last 29 February for funds for an Episco- pal world relief fund, and by 1 August contributions totaled $1,360,000 and are still coming in. The radio series is being heavily pro- moted. Over 5,000 Episcopal clergymen and promotion chairmen at the parish and diocesan levels have received pro- motion packets. These contain suggested announcements to be made from the altar during the announcement period each Sunday. They also contain sug- gestions for building listenership among members by means of organized telephone groups, invitations to listen at home, reminders of coming programs at church meetings, and notices in parish bulletins. The "commercial" in each program comes in the last two and a half minutes. (Please turn to page 70) NOVEMBER 1948 41 Indicative of the great market represented by farmers and their families is this 25,000 who turned out to see a WLS (Chicago) antiweed demonstration over-all How in sell farmers Department of Agriculture survey ^reveals I hat successful farmers listen most to radio's rural service programs 42 The fact that you talk to rural audiences via specialized farm programs in practically any sec- tion of the country doesn't mean you automatically sell your services, your goods, or your "institution." The content and handling of your commercials, for one thing, can cost you up to 50% in selling effectiveness, and in extreme cases much more. Experienced farm broadcasters have arrived at some bedrock fundamentals to insure that their sponsors get the most for their time on the air. It sometimes happens, never- theless, that sponsors or agency execu- tives are themselves responsible for dras- tically reducing the potency of their own commercials. Do you want to reach the whole farm family, just the farmer and his wife, or the wife alone? The time and the type of program you select depends on your answer. Are there any reliable yardsticks an advertiser can use to identify good farm programing? What builds listener loy- alty? How can commercials be made more productive? The right answers to these questions can mean — and have meant— the difference between good, indifferent, or no return at all for pre- i inns advertising dollars. Fortunately, the most successful farm broadcasters have provided some good answers. Early-morning programs are best to SPONSOR Representative of the well-to-do Farmer who listens to Farm service type programs is this mid-New York State Family, resting during their lunch hour reach the whole family on the farm. The kids are on hand for breakfast — and the broadcast — before leaving for school. But noon programs generally reach more farmers and farm wives. The reasons for this are logical. The time a farm family gets up in the morning is governed with surprising consistency by the kirid of farming they do. A fruit grower, for example, has no reason to rise at 5:30 a.m., unless he's harvesting, or tending to some emergency, and he generally doesn't. A dairyman, on the other hand, may be up long before that. And if it isn't convenient for the farmer to arrange his morning chores to catch an early program, or if he thinks he'll get what he wants from a noon broadcast — he may skip the early a;ring. The noon hour is another matter. Twelve to 1 p.m. will find the overwhelm- ing majority of all rural folk in the house for dinner. The typical radio is in the kitchen or dining room, wherever they eat, and it's usually on. It's tuned in most cases to a special farm program, when a good one is available. What goes into a "good" farm program at noon? What important difference is there in the noon and the early-morning broadcast? The special farm broadcast, morning and noon, almost invariably carries market and weather reports — its most important features. As reported in the first part of this article (sponsor, Octo- ber) they both may also carry informa- tion on livestock, crops, soil conserva- tion, machinery, labor saving devices, etc. This is important to the farm adver- tiser because the more progressive and businesslike a farmer is, the greater use he makes of such farm information, ac- cording to the U. S. Department of Agriculture. Thus the quality of a sta- tion's farm service becomes, to an im- portant degree, a measure of the quality of its farm audience. Market news is to the farmer what stock market quotations are to the finan- cier. The morning reports, with certain exceptions, are based on trading of the day before. They indicate the probable trend for the day. By noon the station's market reporter can give the day's actual quotations and trends. Exceptions are certain important ter- minal markets like New York, for ex- ample, where trading develops so early that by 6:30 a.m. it's possible for the radio reporter to have quotations and trends for the day. But down in Philadelphia only 84 air- miles away the market doesn't become active until 10 or 10:30 a.m., so in that instance noon would be the earliest a farmer could hear a report on the day's markets. A New Jersey farmer can rely on early morning reports to decide whether to head his truck to New York, but not to Philadelphia, or even on down to Baltimore. Naturally, the kind of produce, the part of the country, etc., finally determine the type and currency of the market- news broadcast. In New York, for ex- ample, the fruit and vegetable market is open from about 12 midnight to 6 a.m., so early morning quotations from it may determine a farmer's harvesting plans for the day. Producers of "price-sensitive" com- modities are more immediately interested in market news than are those dealing with relatively stable crops. Neverthe- less, according to U. S. Department of Agriculture surveys, the more alert and successful a farmer is, the greater use he makes of market reports in planning his operations — when he'll harvest, how hard he'll push his work, whether to hire extra help, where he'll market his produce, when to buy feed, etc. Some stations feel there's evidence that they pull as great a morning farm audience as they do at noon. But the USDA's Bureau of Agricultural Econom- ics survey, based on a national sample in 1945, revealed that of farm people who hear market reports, 22% listen in the early morning while M', listen during early morning, while 61% listen during the noon hour. Numerous independent surveys by stations in widely separated 4 NOVEMBER 1948 43 'Milk Queen" Candidates are honored on WLS "Dinner Bell" WTIC's Frank Atwcod covers 4-H youngsters Hartford County Fair. areas of the country confirm the fact of greater listenership to special farm, pro- grams at noon than in the early morning, or any other hour. However the low cost of the early a.m. hours make them the economical time to reach farmers. There have been no conclusive studies made to indicate what part of the noon audience of a farm program duplicates listeners to an early-morning broadcast of the same station. Contest and give-away mail pulls, together with other evidence, lead some stations to conclude tentatively they pull as high as 40% of their morning farm program audience with their noon farm broadcasts. Others believe they pull as high as 80%. Over-all, 12-12:30 noon is the most popular time for the noon airing, but there are exceptions. For example, careful tests have convinced KVOO, Tulsa, that the end rather than the beginning of the dinner hour gets better listening to their noon programs. Their listeners are more likely to remain a few minutes longer in the house if they are hearing something they are interested in Measuring irrigation show is KLZ feature than they are to come in from the fields or barns in time for the program start. So says farm editor Sam Schneider. The other principal ingredients of the typical farm program, as reported in part one of this story, are news (other than of the farm), and music. Noon programs are often shorter than their early morning counterparts; therefore those which use music usually have less music than farm-service items. The "strictly business" type of show and that which mixes farm business and entertainment each have loyal audiences. The vital questions are: what are the most important elements (1) in gathering and holding an audience, and (2) in selling the audience? The farm audience is more than 13% of all working people. They are by far the largest group of workers with common interests and problems. They're engaged in a business that today requires highly current and varied information. Radio is the swiftest, most practical way to give them that information, or to let them know it is available and where to get it. Phil Alampi (WJZ) reports on tomatoes Wallace Kadderly (KGW, Portland, Ore.), summed up the primary view of the ideal farm program as, "to advance the business and science of farming and to encourage better farm living." Just add the idea of entertainment and you have the combined views of the most successful farm broadcasters. The first way, then, to be assured of an audience with radios warm and waiting for you is to select a program that is authoritative and tailored to meet the needs of its service area. You may not be able to survey farm listeners, but County Agents of the U. S. Department of Agri- culture, officials in college and univer- sity agricultural departments, etc., can quickly tell you what kind of a farm service job a given station is doing in its area. Size of a station isn't the only factor. A tea pot (250-watter) like WENY, Elmira, N. Y., may have a farm pro- gram that actually dominates its own area. WENY does a job for local firms like Ray Reliable Credit Jewelers, as (Please turn to page 96) Crop reports are KSBW (Salina, Calif.) favorite CKLW CAN PUT YOUR PRODUCT OVER in tu DETROIT a*** de^Uutely NOVEMBER 1948 49 /oiP / * / ~\ / / i i.i..«.. / w»* m / /* / rrT*" T~^* / —■aerT'T'" / -fTT a^HaM 1 Vf ^^m / / . t aj^,, riatfVJr / / ill .^Lr ^LW ,^ii^^Br~^^B LVESaV f I ....;■:« :: |^B ^Hr / 1 til ill J_V * 1 — m^l / »-r~1 — aflRW a 1 w i-- f — ^^F wk ^^atf l 4- ^fe alM M ■ ^ wtf 1 ^^^^^" ^^^ ~. *i BBW^^ if-A... T I ^ ^^ j i .--.«-.««-. - -*™™ K. *-.«.«„»._„ _ JflH F ■ P " ' 1 1 ' T Mill!) : z Jr i~ — dp* ■* a a «m •* « ;, ••••mmI •^ ^^ • _/• ' •) ^ ^ ^^ 1 ■■ 4& ■■ <^ • * ibi :i± JJP 1^ r^ 3L^ v^ <* I 4- _J^^ ^ K ▼ ■ ■ ■ f||Bh ■ ■ ■ * ▼ <■ • ■ ■ ■ ^■r ^^ . L ,1 I * I o (\ f\ c* /■ I : the man behind over ZUU Successful sales curves ^i^i„±: ~ r __._,*,«..* _ — lor the sponsor interested in sales. Singm' Sam presents a unique ---J- .« _ _ _ — lis opportunity. For never in radio's history has there been a personality 1: i "■»•—— -~ — Jike 3am . . . never before a program series with such an outstanding ,~. , 111 •!«*•! _j — _ _ reeoru ot major sales successes unbroken by a single failure. These are strong statements t hat carry tremendous weight with prospective program purchasers ... it supported bv tacts. And facts | I'll 1 • 1 ¥¥ 1 1 „„»,.« „»,«»»». „.* we nave in abundance . . . high Hoopers, congratulatory letters, ex- • e 1 • . • I. 1 m.« »U 1 1 .*m ,*► *. _„ *. _ _ h». _ „ .. pressions ol real appreciation it i «*« ■ i» i i with the concrete figures. ^*^0 Hi ocram series is the -Imu ^^r ^ ^1 f. ! • r „„-^^^ This l.i-iiiniiii.' transcribed pr f » a^Lr aaS ■ _ _ vou need to produce results. Write, wire, or telephone ^^ II I iz ji _ _ TSI for full details. Despite £ *"Mm a tremendous ^F i ^k 1% lz~~ - it popularity and pull, the show reasonably priced. ^^^« ^k • £1 * 8™ * ■*♦ g^WW*M^.^***^-M-^^ , >| i 1 §.. .. .ij.,, £ ^BHtl^P lam aa^Lf ';- ~ -* ^A HBI^aa^-B 1 1 1 II 50 • SPONSOR NOVEMBER 1948 51 WF££'s mat C. E. HOOPER SH A R E-OF- A U DIENCE REPORTS MORNINGS AFTERNOONS MAY- JUNE JUNE-JULY JULY- AUGUST 11 th th 13 8,h 11 th th M*t th* SEPTEMBER Hi SIMCHSE /?*& FREE & PETERS afout . WFBL • WFBL-FN BASIC CBS IN SYRACUSE . . . THE NO. 1 STATION 52 LIVING HABITS (Continued from page 48) This holds true throughout the week for 78% of all housewives who listen to the radio. It's around 2:00 p.m. before most dialers have completed the heavier tasks of the day. Routines vary with changes in the seasons, changes in family composi- tion, and changes in the socio-economic status of the family. The evidence, shown visually in the chart illustrating this story, boils down to two principles of utmost importance in planning radio to reach the most disposed ears for the least money : 1. When women are doing laundry, scrubbing floors, taking care of children and babies, they can not generally follow conversation programs attentively. (But they can follow music fairly attentively.) 2. When women are engaged in light household activities, sewing, straighten- ing up, etc., they can follow conversation or any type of programs attentively. Yoell found a high correlation between the ability to identify certain program elements, such as a character in a con- versation program, or a specific musical phrase or title in a music program, and the ability to remember advertising claims. This relationship between type of activity and type of program holds true in prin- ciple throughout the country, for both men and women, and for day or night. The manufacturer underwriting this particular study received some amazing figures on the difference between "audi- ences" generally and a "disposed audi- ence." Here's an enlightening illustra- tion: Twenty-five percent of the women with radios tuned to a conversational program were at the time playing with or watching the baby or else busy with chores outside the house! Their radios were in the living room. Another Sc't, whose radios were also" in the living room, were in the kitchen finishing their laundry. By applying a formula (developed and owned exclusively by his organization) to the research data, Yoell can provide a disposed audience rating that tells an advertiser how many people actually heard, or heard and viewed, his com- mercial. Camera Action interviewing and analy- sis of its data, report experiences that help build motivations in the use of products and services. It defines these motivations. This story in turn gives the sponsor more productive copy themes for reaching his prospects. This type qi interview, said to be ex- (Please turn to page 66) SPONSOR A STATEMENT OF MUTUAL'S POSITION ON "AUDIENCE BUYING" AND"GIVEAWAY" PROGRAMS By EDGAR KOBAK, President, Mutual Broadcasting System THERE lias been widespread misunderstanding about the issues involved in "giveaway" programs on the air. The confusion may be traced to two principal factors: (1) incorrect and loose use of the term "giveaway" and its application to two distinctly different types of shows; and (2) the misunder- standing arising from the difference in the objectives of the FCC on the one hand and the NAB Code on the other. Tliis statement of Mutual Broadcasting System's position is an attempt to clear the air. First, then, let us consider the confusion in the term "give- aways." There arc, as we said, two distinct types of programs involved — one which rewards the listener for listening (or which "buys" an audience) and the other which rewards par- ticipants in the show— someone selected from the studio audi- ence or someone who submits material used in the program, lb clarify this distinction, we suggest these definitions: a. programs which give away prizes to the radio audience for the purpose of getting it to listen. Because the usual device by which this works is the telephone, these might be termed "telephone-call" shows; b. programs which give away prizes to the studio audience for participation and to persons submitting material for the shows, and in which the reason for listening is pro- gram and not prizes. We might call these "giveaways"— more accurately, they are "audience participation" shows. Now as to the difference in the aims and objectives of the NAB Code and the FCC. The Code (which becomes effec- tive January 1 , 1949) seeks to eliminate programs which "buy" an audience. Here is what it says on the subject: "Any broadcasting designed to 'buy' the radio audience, by requiring it to listen in the hope of reward rather than for the quality of entertainment should be avoided." Obviously, this language needs clarification, because there is still considerable disagreement as to what constitutes "buy- ing" an audience. But we'll come back to this later. The FCC's objection, on the other hand, is based on Sec- tion 316 of the Communications Act which was deleted as of September 1. 194S. and rewritten with no substantial change as Section 1 304 of the U.S. Criminal Code by the 80th Con- gress and became effective September 1 . This section prohibits the broadcast of "... any lottery, gift enterprise, or similar scheme . . ." # * * After consideration of the entire problem. Mutual decided not to broadcast "audience buying" shows. We made our stand public and the general and trade press carried the story on September 1. Here's the way wc look at it. As members of the NAB, we have subscribed to the Code. We will live up to it. We think the provision about "buying an audience" docs not need to be changed, but rather— clari- fied and strengthened. And so, by January 1, wc will eliminate from our network any program which we believe "buys" its audience. One of our programs has already been taken off the air. On the other hand, shows like our "Queen For A Day", "True Or False", "Take A Number", "The Better Half", "Quick As A Flash" will be continued, because, as wc sec it, they come under the program type we defined as "audience participation." In brief: wc arc going to discontinue "audience-buying" shows because we intend to live up to the Code of our industry; also, wc feel that shows which depend on prizes and devices to gain listening, are not good radio and, in the long run, not good for radio. (We think broadcasting is here to stay!) Our action was not taken because of the FCC's "entirely in- terpretative" rules which "do not purport to add to or detract from the statutory prohibition" against lottery programs. For one thing, a substantial body of legal opinion seems agreed, despite the FCC, that "telephone-call" shows as such cannot legally be stopped. There would seem to be confirma- tion of this in the fact that, although Section 316 had been in the Communications Act for years, the FCC apparently con- sidered it necessary to write up new rules — just at the time when the NAB Code is beginning to take effect. For another thing, we are convinced that we do not need the FCC to tell us broadcasters what is right or wrong with programming. And, it is our belief that once the Code is in operation the FCC may well have "lottery" rules — and no programs to use them on. But now comes a danger to which wc cannot close our eves. If the industry, reaching the decision that "audience- buying" programs are poor radio, should abandon them, there may well be no more "telephone-call" shows for the FCC to forbid. But it is conceivable that the FCC may use the new rules to move in on "studio giveaway" shows, even though broadcasters and listeners both want them. To put this in another way: if it is possible, today, for the FCC to say "away with giveaways"— it will be possible, tomor- row for the same or another body to say "away with mysteries, or symphonies, or comics, or drama or documentaries." It will be possible, the day after tomorrow, for some group to say "away with freedom of the air." MUTUAL BROADCASTING SYSTEM WORLD'S LARGEST NETWORK A The I'it'koil l*;inH answers 31r. Il> slop The fact of the matter is that Storecast is a rare and hard-to-classi- fy bird which re- fuses to fit neatly into any known pigeon hole. Actually, Store- cast is advertising; it is merchandis- ing; it is sales promotion — and then some. Inasmuch as Storecast transmits com- mercial announcements to substantial audiences in the millions, you can call it "advertising." Inasmuch a« Storecast 's audiences are finely-screened guaranteed audiences of customers right at the point of sale in several hundred supermarkets (in addi- tion to FM home listeneis in the metro- politan Chicago area) you might call us "advertising — and then some." Inasmuch as Storecast employs crews of merchandise men who visit all these supermarkets biweekly to see to it that our sponsors' products are kept in con- stant good supply, that they are well dis- played and stacked in good shelf position, you can call us "merchandising." Inasmuch as Stoiecast employs other research crews who inventory all Store- cast products to determine sales effective- ness and who maintain a running panel of product movement for our subscriber's benefit, you should probably call us "merchandising — and then some." Inasmuch as Storecast conducts pro- 54 Mr. Sponsor Ms ... "From which budget should an advertiser take promotional dollars for storeeasting — Advertising? Sales promotion? Merchandising?" Hector J. Hyslop Associate Advertising Manager Diamond Crystal-Colonial Salt Division General Foods Corporation, N. Y. motional efforts which involve such things as holiday programs for supermarket per- sonnel, product demonstrations, produc- tion and staging of supermarket food festivals, and so forth, you can call us "sales promotion." Inasmuch as our promotional efforts in- clude the conditioning of customers with soothing "music to buy by" and create an atmosphere which may reduce tension and fatigue, thereby keeping the customer in the store a little longer, you might r?ll us "sales promotion — and then some." Storecast is a combination of all of the above and hence it can't properly be said that the advertisers' dollars should come from any of the three categories indicated in your question. The fact is that Store- cast is a category by itself and at least one of our subscribers — one of the nation's largest food advertisers — has already set up a separate category in its budget labeled "Storecast." As to where money for that separate category should come from, it is difficult to evaluate the exact percentage which should be paid out of advertising, mer- chandising, or sales promotion. In a few isolated instances where Store- cast has sold announcements alone with- out any of the additional features of mer- chandising or sales promotion — an an- nouncement campaign for the world pre- miere of a movie in Hartford is a case in point — we figured announcements at about 65% of our established rate. I would say that the breakdown might be advertising 65%, merchandising 25%, and sales promotion 10%. I wish I could have answered this ques- tion in fewer words and could have seemed less vague, but this is not a new problem to us and to many of the agencies with which we have dealt, and this is the best answer we've ever been able to come up with. Incidentally, thanks very much for the tribute to Storecast in making it appear in your question as a good generic word in lower case. Actually — and please don't think me stuffy for saying it— "Storecast" is our coined and registered name. Stanley Joseloff President Storecast Corp. of America, N. Y. The choice be- tween taking pro- motional dollars for storecasting from advertising, sales promotion, or merchandising is really not a three- way choice at all. It's a two-way choice. Since few if any advertisers maintain separate "merchandising budgets " the answer to your question lies in a choice between charging point-of-sale FM radio operations to either advertising or sales promotion. From my own experience in merchandising operations, I would say that it would best be charged to sales promotion. There are several good reasons for this. Pint of all, it's the job of the sales de- partment to see that store stocks keep up with any increases of purchasing caused by storecasting. If storecasting is a function of the advertising department, a lot of time may be wasted in paper work and routine before the sales department is aware of what storecasting is doing at a store location, or when new storecasting promotions arc due to start. Since the greatest storecasting impact is in stores, it is primarily a point-of-sale device. Secondly, it is just as easy to integrate storecasting into other point-of-sale pro- motions as it is to add it to broadcast schedules. Displays are usually made up far in advance, and made so that special, (Please turn to page 59) SPONSOR WCAO BALTIMORE r~^ ^mm^ "Just ask your Raymer representative WHY CBS -TV IS PI <■ " is a welcome addi- fmcsl young l»'cnl ^^^^^^^ Here are the programs with the biggest audiences* in Television: TOAST OF THE TOWN (CBS-TV) with a 40.7 rating in its top quarter-hour, tops all other Television ratings. CBS-TV NEWS is the highest-rated news show in all TELEVISION, with 10.8. CBS- TV has all three of the top "strip" variety and musical shows: FACE THE MUSIC, with a 12.7 rating; PLACES, PLEASE, with a 10.9 rating; BOB HOWARD, with a 10.1 rating. CBS-TV has the two top "audience participation" shows: WHAT'S IT WORTH?, with a 14.7 rating; WINNER TAKE ALL, with a 19.0 rating. And . . . WCBS-TV leads all other New York Television sta- tions in size of audience, seven days a week, in the average quarter-hour between 8:00 and 11:00 p. in. • L*t*«t Puts,- Rutin* Report S«pt. I94S "Face the Music." CBS-TVs 15- minute across-the-board airer. con- *ntUhl«ht.OI,r.0f 'uhe most cont- ent high-quality shows on the air Web has recently added much more production value by providing songsters Johnny Desmond an! Sandn Deel with a different set each night. While the format is always the same, the different back- ground gives the show a new look fSni ea« Stanza-, T"u"day night Mi« nr ,cx,amDl*. Desmond and Miss Deel featured Latin songs against a Mexican backdrop, while the following night they sang ro- mantic ditties against a simulated seashore. Two vocalists demonstrated com- plete ease before the cameras pro- jecting their ingratiating personal- !>, es a? niftllv as their songs. Tony Mottola trio backed them excel- lently, and the Idea of giving Mot- tola some comedy "business" has nypoed the show considerably. In all. it remains a fresh, youthful presentation and a highly-promis- ing investment for several cate- gories of advertisers, vahiktv vision programming- «« abetttng and. auditory appeal, eac n lng ^e <>*«•, n\SmCo°no ony »nd Its tor- There^-e £--£ ^d°te -^m^St\nhitris brought nrogram. ana mui-i me\ Poru? *nen the guest el ^ { came to «■ * ft°goodly amount ot amount of hum°rnm Ration anent c™psupmBOode°merdgar store ,ne workmanship Indians and other Fates Good >i „.„ Wo happy JSiuttK program, to be mentioned about t ™ ^ Job First OH F«o :'" ■•"r--'M. ,,,;: ■"(',v«" '>.,„■„;", '"""•• show. "hp"rf"^1 "■n.„\M',',h,h'--^v ;,.,;<,i,,,'nc«'« •■in extra . :i Grade A ,. • ,hl,s f«r ,„ sws&es-w^ =• 1ADIO DAILY IN AUDIENCE Why do more people watch cbs-tv? The answer can be given simply. It's because CBS-TV gets better pictures on the screen. That takes more, in television, than great entertainers (cbs-tv has them!). More than great entertainment (cbs-tv has that!). It takes what Ben Gross of New York's Daily News, writing about cbs-tv, calls: "The New Look... top quality effects... that arc the talk of the industry'.' These "top quality effects^' sensitively synchronized with sound, come directlv from cbs-tv"s unmatched skill in lighting, in camera-movement, in the selection and composition of each image fluidly moving into the next, to please both the eye and the ear. It's such top television skills, based on hours and hours of intensive research that are making cbs-tv audiences so large. Come and see for yourself. CBS-TV -first in audience ! LA\G WORTH presents another NETWORK CALIBRE PROGRAM ...at total station cost! ■ n Murder —Mystery —Suspense and Music — COMBINED! "Mike Mysteries" are 15 minute (5 weekly) transcribed musical shows, incorporating a complete 2 minute "Whodunit," with the solution held in suspense until the end of your commercial ... a program format guaranteed to create excitement, hold listener interest and capture sales. "Mike Mysteries" features stories written exclusively for Lang-Worth by Hollywood's Howard Brown, whose movie scripts, novels and detective stories tag him as one of the outstanding mystery writers of this day. "Mike Mysteries" is ready for sponsorship January 1st in every important market, by the more than 600 Lang-Worth affiliated stations. For a typical "Mike Mystery," see page opposite. For rates and time availability, check with your Lang-Worth station or its representative immediately. feature programs, inc. Network Calibre Programs at Coeal Station Cost STEIN WAY HALL 113 WEST 57th STREET • NEW YORK 19, N (Continued from page 54) last-minute promotions can be featured at very little extra expense. Thirdly, sales promotion budgets, un- like advertising budgets which are deter- mined a year or so in advance, are more flexible, and can allow for the addition of exploratory expenditures in new mediums. Walter Ennis Merchandising Director Calkins & Holden, N7 Y. The question posed by Mr. Hyslop is a good one. Storecasting and its competi- tors offer an ac- tivity which is hy- brid in nature. It is an advertising medium in that it calls the attention of the consumer to the merits of specific products. It is also a merchandising tool in that the contract includes extra retailer activity at the point of sale. Hence, there is good reason to ask: "Should I charge the cost to the advertising or to the sales promotional budget?" Despite the importance of the merchan- dising value of storecasting and allied services, our clients have considered it a very proper charge against the advertising budget. Even before FM was added, it was regarded as a medium which had many of the characteristics of radio. With FM, the resemblance becomes more pronounced. Furthermore, the cost of the service is more in line with advertising than with sales promotion budgets. A year's con- tract for the two services now being offered amounts to about $30,000 to cover only three areas. If that figure were pro- jected nationally, it is pretty obvious that it would be well beyond the limits of a budget for sales promotion or merchan- dising. Fred B. Manchee Vp, Research, Marketing & Merchandising Batten, Barton, Durstine & Osborn N. Y. It's apparent that the store broadcasting serv- ice does a three- way job. It's ad- vertising; it's sales promotion; and it's merchandising. And it's clear too, that since it does all three, its bud- get can't be assessed categorically against any one of the three activities. In the absence of a good theoretical basis, allo- cation had to be arrived at pragmatically. And, since no two advertisers seem to have had exactly the same set of problems, there have been almost as many prag- matic solutions as there have been advertisers. The shift to FM means that along with the store audience, the adver- tiser also reaches the growing block of FM homes in the Chicago market. FM was adopted because telephone lines weren't available for all the Jewel Tea outlets. It further complicated budget procedures However, while the solutions have differed in detail, some general patterns have emerged. They have shaped up in this way. 1. Allocation According to the Importance of Function An advertiser may not feel that all three of the functions are of equal im- portance. One may believe that major national media should carry all of his advertising load and that the importance of store broadcasting is in its sales promo- tion or merchandising efficacy. Thus he will allot the entire budget to one or the other of those two activities. Another advertiser may look on store broadcasting as being valuable only for its reminder advertising. 2. For Three Jobs You Pay Three Ways A few advertisers feel that because the service operates in three areas, its cost should be evenly split three ways. They believe that it's either too difficult or im- possible to assess the value of each function. 3. The Pragmatic Approach When Consumer's Aid was first pre- sented, many advertisers were in the middle of their budget year, and there was no provision for such a service. So these advertisers did the pragmatic thing. They looked around for extra money in all three budgets and took what was needed from each to buy the service. 4. A Separate Fund A few advertisers confounded by the problem of dividing costs, instead of splitting it, rightly, we think, set up a special appropriation for store broadcast- ing. While it's possible to go into many more variations of cost distribution, our experi- ence to date has brought us to these tentative conclusions. We say tentative, because we feel that after everyone has had some more experience with store broadcasting, many current ideas will be revised. (Please turn to page 64) i i,ivi;-innmi hike oemmts Aftmr The lifeless body of lovely Marie LaRue, clad only in a filmy nightgown, lay face down in the half-filled bathtub. Still clutched in her right hand was the bar of a towel rack, and on the wall above the tub's inner surface a broken section of the bar's supporting knobs gave a graphic picture of what had happened. The hotel doctor, standing with Homi- cide Lieutenant Evans in the bathroom doorway, gave his reconstruction of the accident. "One of the maids found her this way, Lieutenant. Evidently Miss LaRue had started to step into the tub while holding to the towel rack for sup- port. It broke and she fell, knocked un- conscious when her head struck against the inner edge of the tub. Death was the result of drowning." "Except for one fact," the officer said, "I would say you are right. But that one fact strongly indicates this woman was murdered." (Solution below) "Mike Mystery" is a feature of a 15-minute transcribed music and mystery show avail- able 5 times weekly for national, regional or local sponsorship on 600 Lang-Worth affiliated stations. For full information, contact your station or its representative. LAM-WORTH feature programs, inc. Network Calibre Programs at £oeal Station Cost STEINWAY HALL, 113 WEST 57TH ST. NEW YORK 19, N. Y. THE SOLUTION •UMoamam e SuueaM a||L|M qniqieq e 0)U| sdais ueuiOM ou jeq) si pa^ooiJaAO aq |eqM )ng l|.i-.|i qn) aq) o)u| 8uidda)s Uj )|asjaq jioddns 0| aq p|noM qn) aq) puiqaq ||cm aq) uo paicooi *pej |3moi e jo pioq ua>|C) a«eq pinoM anyen ssjw uos -eaj A|uo aq) jeqi 3uiAes ui pajjoa sem jopop aqi WARNING: J"M!ke Mysteries" are protected by (copyright Anyone making use ol this feature In any manner without permission ol Lang-Worth Feature Programs, Inc., is liable to prosecution. NOVEMBER 1948 59 em television hi ■'■■»>■ i ;\ i SPONSOR: Park Camera U.IM 'I : Placed direci CAPSULJ I \-l HISTORY: This Huntington Park camera m<- advertised television tables m $25 on four 3-minute participations. Twenty-five were bought, some by phone and some by customers who traveled all the way to Huntington Park to get them. The same store demon- strated television boosters priced at $27.95, and sold 7.5 of them, all as a result of television demonstrations. Park Camera has also had sales success with other television items like " alco lenses, etc. k I I \. Los Angeles PROGR Wl: "Shopping at Horn. TV results V ALLIGATOR FARM SPONSOR: Harrv Hum AGENCY: Placed direct CAPSULE CASE HIS K )\{ -\ ■. During the Sunday night T) program, " Magazine of the It eel;." Harry Hunt of the I /// gator Farm showed a 5-minute film of his trained alligator which is often used by Hollywood studios, is a result of this general interest film. Harry Hunt reported that in addition to normal paid attendance, over 300 persons visited the litigator Farm the following week. Yfosl of them slated that they had been attracted by the alligator movie on the television show. K I LA, I .<.- Angeles PROGR Wl: "Magazine «.f the Week" \vk i:s hi \«. > i \n ii is SPONSOR; No.,.' ( APS1 M CAS] HISTORY: To demonstrate the pull of 1/ ll',l>\ wrestling matches, held every Thursday night at 9:05 p.m.. Dennis James introduced a "mystery hold oj the week." it one point during the matches, the hold. instead («/ being described, is announced as the "mystery hold of the ii eel.." The first woman and man whose letters are received win a box «/ candy and a box of cigars, respec- tively. Over 1.000 letters uere received after the first "mystery hold" na\ announced 80% from women. w ABD, New 'i-.rk PROGRAM; "Wrestling Matches" •IOII WANTED SPONSOR: Russell Ireland M.I \< > : Placed dhect I APSULE < AS! HISTORY: Russell Ireland, advertising man from Duluth, Minnesota, came to Los ingeles to find a job. At first, hope was high he would find a fob on the "next' interview. The job never materialized, •>" he de- cided to use television to present himself to potential im- ployers. He purchased a I -minute spot at 7:29 p.m. and made an appeal, outlining his background. Numerous phone calls resulted, and Mr. Ireland accepted a position as advertising manager for a local firm. K'l'I.V. Los \ii"<-lr? I'KcMiKWI: I -minute announcement GLASSES SPONSOR : Schwabacher-Frey AGENCY : Placed direct CAPSULE CASE HISTORY: Using a three-minute spot on KTLA's participating show, "Shopping at Home." Sc hwabacher-Frey, Los Angeles stationery and gift store. showed viewers magnifying glasses which teen' being sold at clearance. Prices ranged from under a dollar to $10. During the next few days over 100 uere sold. Also demon- strated uere various types of professional scissors. The next day 18 buttonhole scissors, $3 a pair, uere bought. KTLA, Los Angeles PROGRAM: "Shopping at Home'' AUTO REPAIRS SPONSOR CrisconiV AGENCY Yardis Advertising CAPSULE CASE HISTORY: When John P. Crisconi, President of the Philadelphia Motor Car Company (Olds- mobile dealer) decided to stress his repair and service de- partments rather than neu-car sales, he placed time on "Batter I p" a sports ipiiz II show. As a result, many automobile outlets have brought repair and service jobs to his shop some from outside the firm's immediate area. More than one has mentioned having beard of the company for thi' first time on the television show. WFIL-TV, Philadelphia PROGRAM: "Batter Up'. IMM. I OOO SPONSOR Nutrena Mills, Inc. AGENC1 Br It. Itr < APSULE CASE HISTORY: KSTP-T) sent out 500 ques- tionnaires to Twin City television set owners to determine product identification for one of its advertisers. Wutrena. It ithin seven days I Ii' replies uere received. Oj the 142 replying, 121 indicated having seen and heard dog food commercials on KSTP-T) : I0(i knew the brand as \ulrenu: H had the wrong name (Purina. Champion, etc. I; 22 answered "no" or blank. Brand-name identifica- tion teas better than ~ V \ . KSTP-TV, Minneapolis PROGRAM Announcements 4 J*n its endeavor to bring Detroiters a diversity of entertainment, WWJ-TV, Michigan's first television station, has added weekly televised broadcasts of the Detroit Symphony Orchestra to its ever-growing list of program features. Compli- ments received from the thousands of television set owners in Detroit attest to WWJ-TV's perfection in technique during the first broadcasts of the Symphony. It marks another milestone in the progress of WWJ-TV, which, in its second year of operation, has already become an effective advertising medium in this multi-billion dollar market. FIRST IN MICHIGAN Ow„.d and Op.rat.J by THE DETROIT NEWS National Rtprtttnlalivts: THE GEORGE P. HOUINGBERY COMPANY ASSOCIATE AM-FM STATION WWJ mujj -w NSC Tmltvitnn Nrtvrork NOVEMBER 1948 61 A Service oj Radio Corporation of America YKS SIR, between summer and fall of I'MM. \\M. Television has doubled its weighl in advertisers — a bulging increase of more than ]()()'' in signed network sponsors. ITEM: man) ot the largest and most experienced ad- vertisers in the nation— like Procter & Gamble, Philco ami Colgate -Palmolive-Peet. They're spending more and more nione\ (new mone\ in addition to radio funds) on NBC Network Television shows. ITEM: television sponsors new to the medium recruits Irom printed media like Hates Fabrics, Bigelow-Sanford Carpets and Disney Hats. Disney, confident oi reaching .1 substantial part oi its market with television, now allocates the major part oi its advertising mone) there. ITEM: television him recordings to carr\ the message beyond the limits oi the present NBC Eastern Tele- vision Network until the da) when sight-and-sound will be linked directl) Irom coasl to coast. ITEM: today, more network sponsors than all other tele- vision networks combined — and Nl>(! all but sold out m the evening hours. ^ es sir, it sure has grown — grown in wealth oi program material and versatilit) for viewers as it increases in proved sale-- effectiveness for advertisers. l'M.'l is the year for America's No. 1 Television Network. New NBC Television Network Sponsors Idmiral Corp. Hniis Fabrics, Inc. Bigelow-Sanford Carpet Co., Inc. Chevrolet Dealers Cluett-Peabody Colgate-Palmolive- Peel Co. Disney flats International Silver Co. Julius Kayser & Co. Phi I co Corp. Procter & Gamble Co. Sherwin II illiams Co. E. R. Squibb & Sons Stms/iine Biscuits, Inc. Sylvania Electric Products, Inc. Unique Art Manufacturing Co. Vick Chemical Walco Tele-vue Lens Whitehall I'harmaial Co. Continuing NBC Television Network Sponsors American Tobacco Co. Firestone Tire & Rubber Co. General Foods Corp. General Electric Co. Gillette Safety Razor Co. Gulf Oil Corp. Kraft Foods Co. Motorola. Inc. R. J. Reynolds Tobacco Co. Swift & Co. The Texas Co. L. BMI/^- Hit Tunes for November Hi|| S Ranse) Eddy Arnold— Vic. 20-2806 BOUQUET OF ROSES Dick Haymes— Dec. 24506 . R«x Turner— Varsity 8001 CITY CALLED HEAVEN ^) Una Ma. Carlisle-BI. 11871 . Will B'ad^TC6°'6736897 Barry Wood-Vic. 27589 . Les B'own-Okeh 6367 Glen Gray-Dec. 69838 . Shep Fields— Bl. 11255 COOL WATER (American) \ZlrL P^^rs-Dec. 46027, Vic 80-1 ,7 MjVfc . W-|076 FoyWillinS— Maj. 6000 . Derry Falligant-MGM 1 0256 CUANTO LE GUSTA i <•-- sure, sifting the news, confirming the facts, interviewing the people who know why news is made. P>\ the time he goes on the air, his 185-line script reflects precise background data gathered by trained reporters. The system pays off for listeners and advertisers as well. Hi* \ast and loyal national audience gets "the top of the news from Washington". His co-op advertiser.- gel re- sults. Currenth sponsored on 316 stations. Fulton Lewis, Jr. affords local advertisers network prestige at local time cost, with pro-rated talent cost. Since there are more than 500 \11?S stations, there may be an opening in your city. II you want a ready-made audience for a client (or yourself i. in\e-ligate now. (heck \our local Mutual outlet or the Co-operative Program Department. Mutual Broadcasting System, 1440 Broadway, M C 1<"> i or Tribune Tower, Chicago 111. 67 signed and unsigned Advertising Agency Personnel Changes (Continued from page 19) SPONSOR FORMER AFFILIATION NEW AFFILIATION Charles T. Clyne Reginald Cochlan I'hil Edwards Paul Forrest Kendal] Fost< r Ira Alan Goff Ralph Hart Hugh ll<> le El nn-r F. Jaspan Man Kent Major Waller R. Kim; Ben Libin Norman C. Lindqulst T. G. Maguire Dorothy McQueen James I). McTighe Mick] Oi inn ( ,fin\ [eve S< ii uberl John I). Michel J. hn K Mortland Rudolph Montgelas Nam j Myers Roger Prj or William Sloan Richard W. Smith Gloria F. Sobelman Raj mond Spec tor Da\ id Straus III Erwin l>. Swann A. Knrir Todd Herbert True Charles P. Tyler Richard I'hl Dcedee Van Pulllam C. Frederic Volkert Brevoorl Walden Philip R. Warner John Wellington Charles I!. West Paul M. Winship Glenn Wiggins Sanford F. Wolln Blow, N. Y., acct exec Ruthrauff & Ryan, N. Y. Carl Byoir, N. V.. radio, TV dir Dan 15. Miner. 1.. A., acct exec, radio dir William Kstv. V V. pub rel dir Scott & Williams. \. V. Spitzer & Mills. Toronto, asst radio dir Dancer-Fitzgerald-Sample, V Y.. superv o com mi radio prodn McGeehan & O'Mara, N. Y., acct exec I S. Army (Public Information div). Wash. chief of liaison branch WW DC. Wash. All-Canada Radio Facilities, Montreal Olmsted & Foley, Mnpls.. radio dir Badger & Browning & Mersey. N. V. Campbell-Mithun, Mnpls.. vp Buchanan. \. Y.. vp John II. Riordan, L. A., media dept K\\. H'wood., producer Griswold-Eshleman, Cleveland, sr acct exec Shaw-Shon. N. Y., research dir. acct exec Raymond Spector. N. Y., pres (discontinued) Biow, N. Y.. acct exec Richard Jorgensen, San Jose Calif., acct exec Watts-Payne, Tulsa Okla., radio dir Biow, ,N. Y.. acct exec Sullivan. Stauffer. Colwell & Bavles, H'wood. CBS. H'wood. Hevenor, Albany N. Y. I'latt-Forbes. N. Y. Bermingham, Castleman & Pierce, N. Y. Ruthrauff & Ryan. N. Y. Neal I). Ivey. Phila. Merrill-Anderson. N. Y., acct exec Kenyon o< Eckhardt, N. Y., acct exec Reporter Publications. V Y. New Agency Appointments Same, vp Bauerkin, New Orleans. \p W. B. Doner. Chi., radio. IV dir W. B. Geissinger, I.. A., radio. TV dir Same. TV dir Rodgers & Brown. N. Y.. acct exec, radio. TV dir Same, radio dir Brooke. Smith. French & Dorrance. Detroit, radio. T\ dir Broomfield-I'odmore. Trenton N. .1.. radio. TV dir Biow, N. V.. in chge prodn radio commls Gardner, St. L.. work on Army recruiting acct Bert M. Sara/.an. Wash., radio. TV dir Malcolm- Howard, Chi.. TV dir Erwin Wasey. Montreal, radio dir Harold F. Stanfield. Montreal, radio dir Same, assoc partner Schank, N. V.. media dir led Bates, N. V.. timebuyer Weiss & Geller, Chi.. TV dir Olmsted & Foley, Mnpls.. assoc partner Same, pres I.eo Burnette, I.. A., media head Foote, Cone & lidding, N. V.. TV dir Roy S. Durstine, I.. A., radio. TV dir Same. Louisville Ky.. mgr Kopeland, Silver Springs Md., radio copy writer Raymond Spector (new), N. Y.. pres A. W. Lewin, V Y.. radio. TV dir Same, vp Todd, Podesta. San Jose Calif., partner Carter, Kansas City, radio. TV dir Same, vp Same. N. Y.. head TV activity Kamin. Houston, radio dir McCarty, Pittsb., acct exec Federal. N. Y'.. acct exec Needham & Grohmann, N. Y'., vp, acct exec- Young & Rubicam, N. Y.. radio, TV dir Paul Smith, media dir Doremus, N. Y., acct exec Same, vp Edwin Parkin. N. Y.. acct exec, radio. TV dir SPONSOR PRODUCT (or service) AGENCY ; 1 W: Atlantic Syrup Refining Co Inc. Phila. Block Drug Co, Jersey City N. J, M J Breltenbach Co. N. Y. ( lolonial Airlines. N. Y. C\ A Corp. S. E. Eastern Tobacco Co, Wilmington Del. I i lipse Sleep Products Inc. N. Y. Fleming-Hall Tobacco Co In. , N V Gadget-of-the-Month Club, L, A Gunther Brewing Co, Balto. I loreni e Lustig Madwed Mfg Co, Brldgepon Conn. Metal I ile Products Inc. Hastings Mich New Holland Mai bine Co, New Holland Pa. Peerless Pen & Pencil Co. N. Y I'l.isi ikon w estern, s. E. Quakei Citj Chocolate K Confectioner) Co, Phila. Reynolds Metals Co. Chi Salad Products Corp, Clinton Iowa kail Seller & Sons. Phila. Southwest Airways Co, S. F, sw it/er*s I Icorice Co, St I.. I >\ I.. i \u tomobile < io, I.. \. Third Army llil(|trs. Atlanta i , .. I ooda Newark V j. Venus Beauty Stylists, Berkeley Calif. Vineland Poultry Labs, Vineland N. I w alsh Labs inc. Chi, Hornet l Williamson inc. Indianapolis William Wrlglej .It < 0 Eld. Toronto Quaker Maid Syrup Mltilpoo Dry Shampoo Pepto-Mangan Air travel Cresta Blanca Wine Tobacco Springs, bedding Sano cigarettes, cigars, pipe tobacco . . Gadgets Gunther Premium Dry Eager Women's specially store. . Karen Dial-o-matic Cookers Alumitile Farm machinery Pens, pencils I neck Good and Plenty. So Big candy bars Lifetime Stainless Steel Household ( lookware Lettuce Leaf. Olive-Infused Salad. Cooking oil Meal packer Air travel Candy Automobiles Army. Air Force recruiting Foods w omen's Intimate apparel Poultry vaccines Rodan rat killer Candy < Jicw Ing gu in J. Robert Mendle. Phila. Harry B. Cohen. N. Y. Small & Seiffer. N. Y. Seidel. N \ McCann-Erickson. S. F. I ,evj Newark N. J. Henry J. Kaufman. Wash Deutsch iS, Shea. N. \ Ruthrauff & Ryan, H'wood. Ruthrauff & Ryan, V Y. Bobley, V Y. Market Research anil Advertising, N. Y'. I imlsav . New Haven Conn. J. Waller Thompson. N. Y. Eelaiul K. Howe. N. Y. Benson M. Sherman. S. E. Adrian Bauer. Phila. James Thomas Chirurg. Boston Maxon. N. Y. ( dements, Phila. West -Marquis, S. E. Kane. Bloomington III. I oikwood-Shackelford. E. A. Tucker Wayne. Atlanta lew Newark N. J. Ad Fried, Oakland Calif. Eee Ramsilell. Phila C. C. Fogarty, Chi. Bo/ell Kc Jacobs. Indianapolis Walsh. Toronto ur.i k. io is ■M f \ f JJ pi / p sails into new markets fast with SPOT In the highly competitive soap business, it takes fast, powerful selling to launch new products with a flying start. So it's natural that Lever Brothers uses plenty of Spot Radio to introduce its new detergent, BREEZE. Starting with the nation's hard-water areas, BREEZE has expanded market by market, using Spot Radio to hammer home powerful sales messages. Spot Radio starts working for Lever Brothers well before announcements are aired . . . through pre-campaign merchandising of schedules that insures aggressive market-wide retail support. Dealers know this potent medium will bring in customers, and they prepare to welcome them with stocks, displays and promotions. As a result. Lever Brothers attains profitable volume fast . . . and then maintains it with continuing BREEZE Spot Radio campaigns. Whether you have a new product to establish, or an old one that needs new sales, Spot Radio can do the job. Find out about this powerful, flexible medium — how it works and how to work it — from your John Blair man. He knows! RADIO! JOHN BLAIR V COMPANY NATIONAL REPRESENTATIVES OF LEADII RADIO AND TELEVISION STATIONS BREEZE advertising is handled by Federal Advertising Agency, New York, New York 'Spot Broadcasting is radio advertising of any type ( from brief announcements to full- hour programs) planned and placed on a flexible market-by-market basis. Offices in Chicago • New York • Detroit • St. Louis • Los Angeles • San Francisco NOVEMBER 1948 69 NOW! 5000 WATTS KHMO HANNIBAL COVERING THE HANNIBAL-OUINCY TRI-STATE MARKET ni««»mi. 42> COUNTIES OF prosperous ftarkTwain Land ILLINOIS • IOWA • MISSOURI NATIONAL REP. — JOHN E. PEARSON CO. oiee> Mutwc£j/atu^ doing well with low-budget TV commer- cials which are repeated several times a week, or oftener. Pioneer Scientific Corporation, makers of Polaroid Television Filters, has sold over 100,000 of them to date, mainly through two one-minute films used in 17 TV markets and on their portion of NBC's Howdy Doody. The Polaroid films are the simplest kind of straight product demonstration, featuring a prod- uct which can be sold best by this method. There are no frills or coy selling techniques which the audience will tire of seeing. Each of the films gets an every- other-week repeat on. Howdy Doody, but there it is integrated into a live commer- cial featuring Howdy and Bob Smith, and keyed in with a give-away premium. It's another example of a TV commer- cial that can stand up under repetition. If the commercial is unim?ginative to begin with, no amount of repeating will make it sell a product. * * * RELIGION (Continued from page 41) About two minutes are devoted to an inspirational message. The last 30 sec- onds allow the individual stations to cut in with a message from a local clergyman. The inspirational message takes its theme from the play just heard by the audience. In the first broadcast of the series, of Cyrano de Bergerac, Cyrano's long, self-denying love for Roxanne was pointed out. It was observed that Cyrano rose to great heights of char- acter, and that he did it not by crying out against his physical ugliness nor by turning his wit to destroying the marriage of Christian and Roxanne, but by making something of himself. This was followed by a reasoned appeal that each man's battle with himself is not easy, but is easier il lie has encourage- ment and help. The message further suggested that the listener's own chinch could help him. If he was not a member of any church, it was suggested that he try the Episcopal Church. A booklet. Finding Vino- Way, was offered to those interested in finding out something about the Episcopal Church. There was no doctrinal slant in the message. The cut-in by the local clergyman localizes the Church's message. It con- sists of a 1 5- to 30-second announcement in which the Episcopal clergyman in the area covered by each station introduces himself, welcomes listeners to further broadcasts, and extends an invitation to the next Sunday morning service. This cut-in is not feasible in large cities with metropolitan audiences, but is confined to these localities served by one or two churches. No Protestant denomination has ever before embarked upon a dramatic broad- cast series. The Episcopal Church is sponsoring this series because it considers that an effective radio program can strengthen and enlarge its membership. It expects to have within a short time a listening audience of 10,000,000 people — five times its present membership. It can also hope, by reason of turn-over audi- ence, to reach a good portion of the 70,- 000,000 people in the United States who are not a part of any church. The philosophy behind the series rests squarely on the conviction that the church is not to be brought to the people, the people are to be brought into the church. How effective the series will be remains to be seen. The Christian Science Church is another user of commercial time on the radio. It confines its major effort to a 15-minute transcribed program called The Healing Ministry of Christian Science. This program is made up in part of read- ings from the Bible with correlative passages from Science and Health with Key to the Scriptures by Mary Baker Eddy, the discoverer and founder of Christian Science. The program also includes the reading of a verified testi- mony of healing from one of the Christian Science periodicals, Christian Science Sentinel or Christian Science Journal. This program is carried on 105 stations of the Mutual network, plus 424 unaffiliated stations. The Mutual program is piped out of New York, Chicago, Salt Lake City, and Los Angeles on Saturdays at 4:45 p.m., local time. The stations air the program once a week, at times ad- justed to local conditions. Starting 1 Jan- uary 1949 the transcribed program will go over the full Mutual network of about 500 stations. The addition of some two to three hundred unaffiliated stations will bring the number of stations airing the program to somewhere between seven and eight hundred. Though the Christian Science Church receives free time on main stations \\ Ml. Boston ; KFI, Los Angeles; WIBC, Indianapolis; WJJD, Chicago; to men- tion a few), the Church is ready and willing to pay for its time. It believes that it contributes to the welfare of the station and the community thereby. The Christian Science programs are paid Phase turn to page 72) 70 SPONSOR T O RADIO STATIONS WITHIN the past few days, every radio station in the United States, Canada, Alaska, Puerto Rico, I law. in, the Philippines, the Canal Zone, Australia, ami New Zealand has been delivered a prospectus outlining the operation ol the COOP1 RATIV] PROGRAM SYNDK \ 1K)\ PI \\ ( ( )\( I I \ I I ) by, and ni >w l>i ing operated lor. stations themselves, this Plan— the stations' own— offers each subscriber a potential in excess ni $20,000 worth of network quality programs per week lor not in excess ol his national, one tune, class-A, quarter-hour rate per week. IIIXDS subscribed by the over 100 initial sub- scribers already guarantee delivery of at least three program series per week to ever) sub- scriber . . . each <>l tin calibre ol tin' first— the live quarter hour "PAT O'BRIEN FROM 1\S||)| HOLLYWOOD" series, set lor December 15th release. As additional sub- scribers are added, tin fourth, fifth, and succeeding serjes will be produced. MM to-date response- to the Plan has been immediate and enthusiastic. 879i ol the' sta- tions initially interviewed . . . subscribed! Since- delivery ol the' prospectus, station subscriptions have mounted rapidly. STATIONS are- invited to participate whei evei the exclusive' has not already been taken. lo aei|uiu- exclusive broadcast rights in your primary area, phone, write, wire immediately. BRUCE EELLS & ASSOC IATES 2 2 17 Mara villa Drive • Hollywood 28, California Pli one : II Ol 1 v h ood .;.- just a few oj the typical markets and nations ahead} subscribed: WRR, Dallas koma, Oklahoma City WD5U, New Orleans W5AI, Cincinnati KFDA, Amarillo WAPi, Birmingham wkgn, Knoxville WRNl, Richmond KROC, Rochester kfjz, Fort Worth WCON, Atlanta wfbm, Indianapolis wfdf, I lint KABC, S.m \n: mi KIOA, Des Monies kbmy, Billings KVET, Austin ksjb, Jamestown kuta, Sail I ake ( it) wknx, Saginaw KXYZ, Houston KGHF, Pueblo KPOW, Powell cfcn, Calgary koin, Portland KFBC, Cheyenne KLIX, Twin Falls CFRN, Edmonton kjr, Seattle CJOB, Winnipeg NOVEMBER 1948 71 RELIGION Continued from page 70) for by the voluntary contributions of the members. Envelopes marked "Radii • Fund" are always found in the pew racks. The transcribed Christian Science pn> grams are aired to bring the message of the healing ministry of Christian Science to the radio audience. These programs aie not broadcast during church service hours, for the Christian Science Church has found that programs broadcast during Sunday worship hours encourage church- goers to neglect regular attendance. Branch Christian Science churches do, however, sometimes sponsor local Sunday service broadcasts once or twice a month. The Church wants church-going. It be- lieves that only spiritual consecration on the part of each individual can keep the nation safe from the perils which lie ahead. More extraordinary from a religious broadcasting standpoint is the Christian Science Monitor program The Christian Science Monitor Views the News, which is broadcast at 9:30 p.m. each Tuesday night, Coast'to'Coast, on some 70'odd ABC network stations. This 15-minute ersistence . . . is a most valuable asset. Men who hare and use this quality always get some- where. • Nothing else in the world ean take the place of persistence. • Talent nill not: nothing is more common than unsuccessful men with talent. • Genius trill not: unrewarded genius is almost a proverb. • Education trill not; the world is full of educated derelicts. • Per- sistence and determination alone are the omnipotent. • Through persistence R MAC, established in 1926, trill soon iio to .').<)<)<) ualts. unlimited, al 630, with an audience oj one and one-and, sweet- heart, "gang," etc.). The principal agency on the Philip Morris account is the Biow Company, Inc., who created and have been plugging with great success the "no cigarette hangover" theme. The success of this appeal seems to illustrate in part the working of Weber's (psychological) law that the greater the intensity of the original stimulus, the greater must be the in< rease in stimulus to cause a perceptible difference in the resulting reaction. Smokers, in other words, have heard so many medical, oi near-medical, claims it takes a "shocker" to get a desired re- action. The cigarette hangover theme seems to provide that shocker. Cecil and Presbrey sold Philip Morris on using daytime radio to reach women smokers via daily 15-minute segments of the Mutual packages Heart's Desire* and Queen for a Day. The agency, however, is required to create their commercials * %../ currenllyfypontored by Philip Morris. within the framework of the "no hang- over" theme. Another kind of data from Yoell's sur- vey, however, provides an advertising technique which takes advantage of specific experiences without regard to copy content. Analysis of reasons for brand switching reveals the important influence of word of mouth discussions about the relative merits of brands. Astute David G. Lyon (son of Philip Morris president Alfred E. Lyon), a Cecil and Presbrey vice president, conceived the idea of adapting this fact to his ail selling. The appeal is to women. So, instead of having one or more commercial an- nouncers make the pitch, Lyon selects ahead of time a woman Philip Moiris smoker from the audience. She goes over with the announcer before the broadcast her experience as a Philip Morris smoker. There is no set script. The observations, of course, are concerned with the "hang- over" theme. About half the commercial time is taken up first with identifying the woman in such a way as to establish her in the feeling of listeners as a real person one of themselves. Then with the announcer leading they talk ad lib about Philip Morris cigarettes and how she started smoking them. If she's timid and stam- mers a little, so much the better! Lyon started this approach about six months ago. The sponsor identification rating on Queen for a Day leaped 25' ; on the first check (less than 12 broadcasts later) following use of the new technique. Knowing the living habits of prospects can result in more than turning prospects into customers — properly employed it can be used to turn prospects into permanent customers. * * * NORWICH PHARMACAL (Continued from page 39) Radio programing got another try from Norwich in 1940, when they decided to bolster their sales in New England (for a long time a region where Norwich sales were spotty). Their show, a low-cost audience participation program called What Bums You Up, brought no immedi- ate results in the 18 weeks that it ran on Yankee Network. What Burns You Up fizzled out quietly. Norwich decided then that radio was probably a bad bet for them. When the show was becoming just another memory to Norwich, they became aware of a startling fact. About three months after What Burns (Please turn to page 78) 74 SPONSOR N KGO B-2L. #'"&£, puts more power in your sales message! KGO's new 50,000-watt output gives your radio advertising more power where it does the most good — where the most people live and listen. Nearly 70% of all Northern California's radio homes are in the Metropolitan Bay Area. KGO, with its increased power and directional antenna, saturates this area with a signal equal to that of a 100,000-watt transmitter! Directional transmission avoids waste over the Pacific Ocean and the Sierra moun- tains. It focuses your message right on the people you want to talk to. But besides adding power in the big-market section, KGO's new strength multiplies its coverage. Now its area of dominant signal strength is three times larger than ever before. And mail responses to nighttime pro- grams come in from fantastic dis- tances— as far away as Alaska! Let- ters prove a listenable signal in seven Western states and part of Canada, in addition to 5] of California's 58 counties. When your advertising message rides that signal, it's going places! Your sales story can find a big, ready-made audience on one of these popular programs: 1. Michael Shayne 10:15 pm Mondays. Fast action, thrills, drama, seasoned with humor. Scripted by Larry Marcus, whom critics call one of the best in the mystery business. Follows Richfield Reporter. 2. Philo Vance 10:1 5 pm Thursdays. S.S. Van Dyne's urbane crime-solver, with his old com- panions District Attorney Markham and Ser- geant Heath, is proving one of radio's most popular sleuths. Follows Richfield Reporter. 3. Elmer Davis 6:15 pm Tuesday through Friday. Calm, dispassionate analysis of the news by one of the most respected reporters on the air. A co-op program at local rates with all the prestige of a full network show. 4. ABC Home Digest 6:30 am weekdays. John Harvey, veteran showman and story- teller, conducts this new KGO participating show. It's tailored for full family listening and soaring mail returns show its growing populari t v. ABC Call the ABC spot sales office nearest you for information about any or all of these stations: WJZ — New York 50,000 watts 770 kc KEC A — Los Angeles 5,000 watts 790 kc WENR - Chicago 50,000 watts 890 kc WXYZ — Detroit 5,000 watts 1270 kc KGO — San Francisco 50,000 watts 810 kc WMAL — Washington 5,000 watts 630 kc ABC Pacific Network American .Broadcasting Company ! NOVEMBER 1948 75 trends Based upon the number of programs and an- nouncements placed by sponsors on TV sta- tions and indexed by Rorabaugh Report on Television Advertising. Business placed for month of July 1948 is used for each base TV business placement, which dropped during August, bounded back during September in all categories. Greatest business increase was in the local-retail over-all category which was up 18.9 from August. Increases were noted in total business placement as well as in business placed in sponsor's 10-city constant base. Constant base areas show a much slower upward trend than do the total busi- ness due to more and more cities adding stations. Food and Radio, TV and Appliances together place 47.6% of all network business. Tobacco and Jewelry place 53.3% of all national and regional selective TV. Automotive and Radio, TV, and Appliances placed 61.2 of all local-retail telecasting. BREAKDOWN OF TV BUSINESS BY CATEGORIES CATEGORY I JUNE I JULY I AUG I SEPT OCT NOV DEC FEB MAR APR TOTAL" AND TEN-CITY TRENDS JUNE JULY AUG SEPT OCT NOV DEC JAN FEI MAR APR i MAY NATIONAL ft REGIONAL SELECTIVE LOCAL RETAIL 100.0 || o 111.2 Gray area: total units of business. Base month: July = 100.0% Black area: constant base ol 10 cities, IS stations NATIONAL ft REGIONAL SELECTIVE 110 0 Gray area: total units of business. Base month: July = 100.0 % Black area: constant base of 10 cities, 19 stations 1380 119.1 LOCAL RETAIL Gray area: total units ol business. Base monlh: July = 100.0 % Black area: constant base ol 10 cities. 19 stations CALIFORNIA NOW, — for the first time — all the salient facts about television in Southern California have been assembled in one study. In September KFI -TV commissioned a leading Western research organization to find answers for such questions as "Just how many sets does Los Angeles have?" and "What's the tune-in?". Here are some of the highlights of that report: SET OWNERSHIP: Approximately 28,400 as of September 1. Of these about 10% are installed in public places, the remainder in homes. SETS IN USE: About two-thirds of all sets are in use during the average evening quarter-hour. Nearly 9 in 10 Southern California set owners who are at home use their sets some time during the evening. AVERAGE VIEWERS PER SET: About 3.5 persons. These and many other important facts about TVaudience and what's going on in the Southern California TV pic- ture are contained in a presentation, "The TV Picture in Southern California." We will be happy to show it to you. KFI-TV is the blood brother of KFI, Southern California's ranking station with listeners and advertisers for a quarter-century. With its own complete and separate staff of TV experts, its all-new RCA equipment, KFI-TV has established new highs in picture clarity and entertainment during three months of experimental operation. Now, KFI-TV is operating commercially five nights a week. Discriminating Southern California advertisers like Union Oil, Hoffman Radio, and Packard Bell have selected KFI-TV as the station on which to invest their program budget. KFI-TV is squarely in the middle of Southern California's television picture — the best place to focus your television budget. Represented nationally by Edward Petry and Co., Inc. NOVEMBER 1948 77 NORWICH PHARMACAL (Continued from page 74 You Up left the air, Norwich salesmen began to report that buying on the air- sold product, Unguentine, was climbing. What's more, the buying was traceable to the show. Six months after the show's demise, sales in the spotty New England areas were at their highest point in years. As Norwich puzzled over the news, they realized then that overnight results for their line of drug products were im- possible in radio. But, the right program might well bring in sales results ... if it ran long enough. Then the war came, and Norwich, up to their ears in war work for the Army and Navy Medical Departments, forgot about network programing for awhile. For a brief run in 1943, they sponsored a cap- sule musical show, the 5-minute Grace Morgan Sings, on WJZ, New York. W hen the star of the show died suddenly, the time slot was dropped, and radio went back into the "future" file. The war years passed. Norwich net sales had jumped tremendously from the prewar level, from a 1936 1940 average of $4,500,000 a year, to their wartime peak ot more than $12,000,000 in 1943. When the first big cut-backs in military spending f» Oh uhut beautiful er en in us for sponsors" CINCI first uuuin ... %t DURING EVENING HOURS n ATI SETS IN USE NET STA. "B" WCPO NET STA. "C" STATION "D" NET STA. "E" 26.1 18.8 32.9 20.0 n.9 12.3 lit DURING MORNING HOURS 16.2 14.6 26.6 25.5 14.6 16.6 lit IN TOTAL RATED TIME PERIODS J3 Jl First According to August C. E. HOOPER ratings in Cincinnati, Ohio 20.8 16.3 | 29.6 25.3 13.9 11.8 Represented by The BRANHAM CO. 78 were felt, the net sales tapered down to $10,000,000 a year. Norwich started looking again to the consumer market. Their sales leader, Pepto-Bismol, had done well during the war years, and had increased 331C( in sales from the 1942 level. It looked like the most promising item to promote. Meanwhile, the American Broadcasting Company was engaged in its own postwar plans. With the first faint streaks of a dawning buyer's market, ABC announced a block of four new programs designed to lure in business. ABC premiered the block- The Fat Man, I Deal in Crime, Forever Tops, and Jimmy Gleason's Diner — en 21 January 1946. Of the four shows, only Fat Man proved itself a success as a sustainer. Fat Man was a modestly-priced ($4,500) mystery, and the only one which was something new in radio. There had been radio series about "private eyes" often enough before, but E. J. Rosenberg, pro- ducer of Fat Man. had built the character from the ground up. The principal char- acter is a tough, fat, drawling detective who is the opposite of the Thin Man, already well-established as a radio version of Dashiell Hammett's suave detective couple. The Fat Mari was a radio natural. The actor who portrays him (J. Scott Smart) looks, and above all, sounds as a corpulent sleuth would sound. The ratings on The Fat Man climbed rapidly. From the initial report of 3.4, it jumped in 10 months time to a solid 10.8, with the share of audience increasing from 8.1' , to 2 3.6' , . The Fat Man be- came a good advertising buy, and ABC's Ted Oberfelder, head of that network's promotion department, lost no time in pointing out that fact via the radio trade press to advertisers and agencies. Among those whose eve was caught by the The Fat Man promotions was Paul Gumbinner, brother of the head of Nor- wich's agency. Paul, in his job as the agencj 's radio director, had been keeping a watchful eye, .it Norwich's request, for a --how with a good rating, a good time slot, and a family audience. In early December, 1946, after having watched the upward rating progress of the mystery airer. Paul Gumbinner asked ABC for more data. Things moved in a big hurry after that. ABC started a rush project on a presenta- tion for the board, with Gumbinner offer- ing numerous suggestions to ABC on the kind ot information the Nona ich directors would expect. By New Year's Day of 1947. the operation went into high gear. On Thursday 2 January 1947, the Please turn to page 95) SPONSOR NOVEMBER 1948 79 JACK SMITH wes Mcknight Plenty of top shows . . and balanced program ming . . . make CFRB your best radio buy NOW. with a step-up of p<>w«r to 50,000 watts — CFRB, Toronto, is out to reach more Ontario listeners than ever before! CFRB"s top shows are varied to suit the preference of Ontario's listeners ... its balanced programming providing a range of radio fare for every member of the family, has always ensured high listenership in Ontario's rich and lucrative market. The power boost on September 1st to the potent new 50,000 watt transmitter, and the change of frequency to 1010 on the dial, with Ontario-wide promotional pub- licity have intensified this market. To you, the Advertiser, this means more power to every dollar you spend for CFRB advertising. So CFRB is still your No. 1 buy in Canada's No. 1 market! DOROTHY SHAY "SPOTLIGHT REVUE CFRB 1010 ON YOUR DIAL REPRESENTATIVES: UNITED STATES: Adam J.Young Jr., Incorporated CANADA: All-Canada Radio Facilities Limited 80 SPONSOR lo West 52nd continued from page 11 Survey of the U. S. Department of Agri- culture and from the National Associa- tion of Radio Farm Directors reveal that the maximum amount of farmers are most accessible at midday regardless of the type of farming in which they're engaged. They also reveal that almost anyone who lunches at home does it between 12 and 1 :00 p.m. In line with this thought we have spotted our farm news commentator. Will Peigelbeck and his Country Folks program, on our schedule from 12:30 to 1:00 p.m. At this time many of the farmer's most difficult and laborious chores are finished — he's sitting down to a good meal and at that time is interested and ready to find out prices, weather, etc., because he is still working but, at that time, he's in a more comfortable frame of mind. He's listening attentively hears not only farm news but the sponsor's message better. We have letters from farmers, dairy- men, etc., which have been sent to Mr. Peigelbeck, commending him on his choice of time and the program content so we can't be too far from wrong, can we? James R. Ryall Promotion Manager WNJR, Newark, N. J. that date. If some of the names were not submitted on cards postmarked on or before 8 August, the card with the name and bearing the earliest postmark is the winner. The names selected by the panel of judges (in order of the judges collective votes) were 1, National Selective; 2, Selective; 3. M-B-M(Market-by-Market) ; 4, Spot (believe it or not); 5, Impact; 6, Focalized; 7, Patterned Radio, and 8, Selective Area. Tied for ninth place were Directed, Market Radio, Elective, Sele- cast and Local Radio. The winners are listed by names and entries on page 33 of this issue. Congratulations to sponsor for the lead story 5:30 a.m. on the Farm in your October issue. You offer convincing proof of the fact that there is no better time to reach rural listeners. Here at WCCO we have realized this for some time. In fact, John Trent on his Sunrise Salute drew 17,523 responses for Kerr Glass (54 sales mes- ssages given between 5:30 and 6:30 a.m). During the 1948 Minnesota State Fair WCCO conducted an informal survey among farmers who visited the WCCO booth. We were surprised at the number who stated they listened to the early morning programs on the radio installed in the barn. Perhaps someday we can in- itiate a survey which will include these sets. Tony Moe Sales Promotion Manager WCCO, Minneapolis NEW NAME FOR SPOT (Continued from page 33) August, even though bearing a winning name, do not rate an award if a card bear- ing that name was postmarked prior to While sponsor had hoped that the name selected by the judges would be ad- judged by the industry's trade papers as being the natural name to replace "spot" as an over-all designation for national or regional broadcast advertising placed on a mnrket-by-market basis, it was generally felt that the name was too long and that "Selective" was better for common usage. As a result it is "Selective" that desig- nates all stories and reports concerned with other than network advertising in this issue of sponsor and in all forthcoming issues. It will be used by the trade press generally with the exception of Broad' casting and Tide. WSBT — and only WSBT — commands the South Bend audience Sure, people can hear other stations in South Bend — but they listen to WSBT. This station has won its audience through more than 27 years of personalized service to this market. It gives listeners what they want when they want it. This is why the ever-growing WSBT audience remains loyal year after vear. Hooper after Hooper. No other station even comes close in Share of Audience. PAUL RAYMER COMPANY 5000 WATTS NATIONAL REPRESENTATIVE NOVEMBER 1948 81 s curve? One of the vanishing "sacred cows" in radio is that large audiences have to cost a lot of money. The fact is that CBS delivers large audiences at the lowest cost per thousand families of any network in radio, large or small. And the cost of circulation on CBS today is lower than it has ever been since 1939. I MIA * J The Columbia Broadcasting System November 1948 -.Or DAY SUNDAY MONDAY TUESDAY IWEDNESDAY THURSDAY FRIDAY SATURDAY -o- DAY ! EST M:MrrH«'t:H'l:M ™riTWTTl«TT«ri*H:«:i:W.I:r«ri*Fi:«.,|:fl.l:lFl :l:{F«H:»:,l:«.l:{HI:l:lrlH:«:,l:W:i:T«M*H:«:,|:k ,rii EST 0 ^S^Pti »- urn.. 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Si. .-jMj«, iSi n":'™, "Su, ":'™i SiimWd (W N j Su iimT" Slerini Dni| Sw *-l0 pje. tar mJm, Jkwh Mm (ItQfc S55, (1U1H ..L".L, Dr.lQ Fuh Hum Oub Cm* """iTmX** CrwhtMv. EnV.ii Johnion tfTmn. jiL Cau> est, F.UJt.p«CJ3: „..,;'„ (UdS>*h« PlrG-rutt "^ CM. ^ M.L».. t'f ■'j''"1 S* MO B u jju ||S Johni-Munlu J. kBt-Munillt B.IIH..L-, ,]ji - S, |0Jt-1l.»im Fr^Ui sk (Id) ^:B -~ M.il Pou.h To) G> M..I P, ^".r J..IM-I Dului U Unh Lt.u-Ll.t—. PUk. Ai 6|»IU1H1 A,.. G(tiu-1 jt "'"V.'STJH tfssi s "tt- SE Cm» P4G (131) H mho* Piul F Bah -clr rjk™* s. liiSrm. 10:15 10:30 10:45 -11- 11:15 11:30 11:45 * ".:;."""( ;' ;|e Li,IUl„„ ^ ■";," 1 1 p 1 1 1 UERMW M ia«lp.m t & SlMl Su » JOb™ 1 11 as: Phl,M.m Kill itt H-... Hnd. (IH '"'" H !■ Il.-L •.!.. !•-,, W.ll..-. ■knuriilf/U 1 Ss .*g. Ok«t P«^.A,t „ C.p.id ■=■ CuX.in 1 ..-. rm M|ni« sa Spo... "Sir '..■.MP- !H'N..«d „Hi: N>i'l Cii.d Chimps rhHiei Wtil TVe.-P.. Crtnd 01. Op. v3*Cfc™.l ' M*F <»!." N WES F.mJ, Jit- Wtilinfhwi* Ml 11 »•-«. WluitV.il M-F IMo^fY, *- m St iMlOwPt p.s-u™.f c«. b!|titaw M Sutt"ClMk.p .... £*■* MM.Cml»P , iuWBClub.P. ~... c«» W- Ou»-F' ,„. Cm» »»!c™,r» ■ s**.a.n. ..,::;. Cm, »*■*■ .„a..,„ K„ V MC*" Kw" .... Th IJ0rj» Wh.1. Km, S«F S. !4Sp-m W3drM Su tiOOfj* V"C" A»™ IWO-.ft rn«is«wp. HuJSpa , M— Cmtp o. t>r .. *-^C P '-«-*• " MT- M«.Cr.n»P ' *.l,--..l '-"— " -sOb j%^,"r' I.tkSnUh-P. ,...,., *-««..... Jo.H.rJ ' |J.^' ■ O....O..K ~wi"" C.....H,,.. D,IIT„. (M=. *&wT Wnriej Su Jc6etfet N. Y. 5,000 WATTS Representatives: J. P. Mc KINNEY & SON, New York, Chicago, HOMER GRIFFITH C O ., Los Angeles, San Francisco NOVEMBER 1948 87 MANAGERS' LAMENT (Continued from page 26) real money. We are asked to knock our- selves out selling listeners on a program that may smell to high heaven and when we do come through, nobody at the agency involved has the good sense to say 'thank you.' Okay, maybe they think that it's part of our job to promote pro- grams on our station but if they were to stop and check station program promo- tion they'd be surprised to uncover the fact that some programs receive a great deal of promotion and some very little. An agency with a good sense of 'thank you' lands that extra bit of promotion from stations. All business isn't done on a production line basis." Still another station manager reflects the laments of practically all station executives on the subject of contests where a big prize goes to the station doing the best promotion on a program. "It isn't fair," says this broadcaster, "to ask hundreds of stations' to extend themselves advertising and promoting a program, when there's only one prize. Maybe it's a cheap way of 'buying' program promo- tion but a sponsor would be far smarter to J W JOHN ESAU Vice-Pres. and Gen. Mgr. AVERY-KNODEL, Inc. Notionol Representative* plan 25 awards instead of one big one. He'd also be smart if he presented one to each station doing an outstanding promo- tion for his program and something extra to the department head who supervised the promotion. When Ken von and Eck- hardt ran a Ford Theater promotion, the award was a Ford station wagon — for the station. It didn't sit too well with the promotion men, who aren't the highest paid at stations and who actually carry the work burden. The personal element is always present and the more an adver- tiser remembers this the more promotion he'll get for his broadcast advertising dollar." No station can give all its advertisers equal promotion. If it were spread that wide, explains one station manager, no advertiser would receive enough promo- tion to "fill his eye teeth." "An adver- tiser should be satisfied with an occasional promotion," explains another station manager. "Moreover the more grey mat- ter he (the advertiser) uses 'suggesting' promotions to stations, the more promo- tion his programs will receive. If adver- tisers and their agencies would conceive promotions that would not only promote their programs but would make the sta- tions and the networks feel that they too LOOKING FOR PROGRAMS? SAotvsBef { Network Stm*t S£RV//V& OMAHA & Council Bluffs BASIC ABC -5000 WATTS Represented by tDWARD HTRY CO., INC > 88 SPONSOR would be realizing something from the deal, they'd be surprised how much effort a station would expend in promoting. So man)1 promotions seem a one-way street that stations steel themselves into say- ing 'no.' " "If we seem to devote a great deal of talk to the subject of promotion," ex- plains one station manager, "it isn't because we're het up on the subject but that every station is beset by requests for promotion and merchandising. We ac- knowledge that broadcasting lives and dies by promotion. We want to do our best, but life is short and the budget limited. Brother, can you spare a dime?" Leaving the subject of promotion problems behind, station managers in big cities have a very special set of laments pointed at sponsors and advertising agencies. Many of the managers of sta- tions in smaller metropolitan centers jo;n with the big city men in singing these specific blues. "There isn't a week that goes by," states the manager of a network owned and operated station, "that an advertiser or an agency executive doesn't call me on the phone and ask me to audi- tion some 'talent.' Most of the time the 'talent' has no ability — and even if it did, it should be auditioned by our program director not by the station manager. WDEL WGAL WKBO WRAW WORK WEST Established 1922 WILMINGTON, DEL. Established 1922 LANCASTER, PA. Established 1922 HARRISBURG, PA. Established 1922 READING, PA. Established 1932 YORK, PA. Established 1936 EASTON, PA. Kepreitnttd by ROBERT MEEKER ASSOCIATES Chicago San Francitco NOVEMBER 1948 New York Lo» Angelei When I ask the agency or sponsor execu- tive about the ability of the young lady or young man whom I am asked to audi- tion, I usually receive an answer which tells me that the audition requester doesn't know. I know that everyone wants to 'get into radio' but I think that advertisers and agencies who want sta- tions to do a better job promoting listen- ing should know better than to waste a major executive's time, just to impress some youngster or her parent. Ft isn't that we're not anxious to hear real talent but that there're only so many hours in a day. I like to see my family once in a while." The gripe about time wasted by the "hopefuls" who want to get into radio doesn't stop with having to see and hear talent. Station executives are constantly besieged by recommended salesmen, sec- retaries, clerks, and even bookkeepers, all of whom visit the station manager after a telephone call or bearing a letter from an important advertising executive. Time is what broadcasting stations have to sell, yet waste of executive time is greater in radio than it is in any other field — except perhaps TV. If "everyone" wants to get into radio, "everyone and his brother" wants to be in television. (Please turn to page 92) WhAtII I WEAR THIS EVENING, LUIGI?" i I ain't like the old days when "the farmer's day was never done." Now- adays with modern farming methods that save time and make money, the hayseeds in the Red River Valley frit time (and dough) to have fun! Yep, we got bistros and bingo! Itn I a lot of the time we just relax and listen to the radio. And mostly to II I) I) . The latest Conlan Report (May) for the North Dakota \rea shows that evenings more of us listen to \\D\Y (50.9%) than to the 17 nrxl best stations combined. The nearest "competitor" has only 11.8%. If you want more faney figures, why not write us or ask Free X Peters? We'd he glad to send you t lie complete report. FARGO, N. D. NBC • 970 KILOCYCLES 5000 WATTS (-^a>- Free & Peters, 1st Fi .!....< N«iU»*l 89 Contests and Offers PROGRAM a SPONSOR monthly labulaiioa JRMOUR & CO Chiffon Snap Flakes Hint Hunt MTWTF 4-4:25 pm Various merchandise prizes awarded daily Send favorite household hint and Chiffon box- top to program, Chi. If hint used on air, prizes awarded CBS PAUL F BEICH CO Beich Candy Bars. Win?. Bars Whiz Quiz 10 10:30 pm 1 Jackpot prizes of merchandise to question-senders 2 ["raveling clocks riders of nominating li 1 Send set of quiz questions with two Whiz wrappers to program, N. Y. If used, awarded, 2 Send letter nominating friend to appear on program. Judged on human : COLGATE. PALMOLIVE- PEET CO* Super-Suds Blondie Wednesday 8-8:30 pm Four 1949 Ford sedans weekly for six weeks. Other merchandise prizes plus year's supply of Super-Suds Send last line to 4-line jingle with boxtop from Super-Suds plus dealer's name to contest, \ 5 VBI SHC CONTINENTAL BAKING CO EVERSHARP. INC P L0RILLAR0 CO SMITH BROS CO SPEIDEL CORP Wonder Bread, Hostess Cakes Grand Slam EVERSHARP INC GENERAL MILLS KRAFT FOODS CO' KROGER CO Pens, razors I'M GoldCigs. h drops Watch bands Stop the Music Eversharp Schick J Injector Razor Take It or Leave li Wheat ies .lark Armstrong Parkay Margarine The Great Gildersleeve Various Three Kroger radio serials, plus e.t. annemts. breaks LEVER BROTHERS* iTHOS. H LIPTON DIV. Lipton's Tea Talrllt Scouts LEVER BROTHERS' LIGGETT & MYERS CARL MOHR & CO PHILIP MORRIS & CO PIONEER SCIENTIFIC CORP PROCTER & GAMBLE" RALSTON PURINA CO TEEN.TIMERS INC U S TOBACCO CO WIL0R00T CO Lifebuoy Big Town i I Supper Club Studebaker dealer Cigarettes Polaroid TV Lens ( )xydol and Duz Kalston Model, Dill's tobai i Sridiron Echoes Everj bodj Wins MTW I I 11:30-11 15 am Various merchandise prizes, chance at Grand Slam bonus ist of 5 musical questions to program, \ V l Mr must have product names «n al top to qualify Sunday 8 9 pm (15 min ea.) $1S,000 (minimum $1,000) in various cash, merchandise prizes Listeners call d, ed plus "Mystery Melody" Sundaj 10-10:3U pm $10,000 first prize. Other cash prizes totalling $22,000 Complete 25-word sentence: "I like 'I" sharp Shirk Injector Razor liest because . . ." Send with Shiek instruction sheet from new razor to contest, N. V. MWI 5:30-6 pm Wednesday S 30 9 pm Monday 8:30-9 pm Tuesday 10-10:30 pm MTWTF 7-7:15 pm As scheduled (prior to tele- caste of Balto. (oil Friday 10-10:3(1 pm rlowd Doodj Ma Perkins ["ruth or quences Tom Mix Tcentimers Club Number Thursday 5:45-0 pm MTW I I 3:15 3:30 pm Official-size Wilson football and copy of Bemie Bierman's book on football Send Wheaties boxtop and $2 to sponsor, M aneapolis Five weekly contests. Each week, four 1949 Fords awarded. Other cash and merchandise prizes Send name for girl baby "adopted" by Gildy with Parkay boxtop to sponsor, Chi. Besl names win "Free food for a year for a family of four" based on U, S. Govt, estimates. Also Kroger employee contest. Prizes to 3 winners in each contest Five $1,000 prizes, fifty $100 prizes, also vacuum cleaners, Mixmasters Thirty 1949 Mercury sedans. Other $10 cash prizes in thirty daily con- tests "Star of the Week" contest : Tu nights only. $500 bond prize Various low-cost merchandise prizes. Grease jobs, movie passes etc $20-$100 in cash prizes Booklet: "Parlor Tricks with Polaroid" autographed by mc Bub Smith, plus "magic* picture of Smith and Howdy $10,000 first prizi Othel ash prizes totalling $40,000 Saturda 8 :«i '.i pm MTWTF 5:45-6 pm Saturdaj 1 1 :30-noon Saturday 5-5:30 pm "Papa& Mama Hush" stockpile ol mei h indi • and services. Mink coats, vacations, furniture etc, etc. Total of S01 merchandise prizes. Bicycles, radios, watches eti 110,000 total in cash and mi i prizes, including a $2,000 scholarship $5 for questions used jackpot if missed. $50 for correctly- Awarded as bonus prizes in eight national con- sumer contests of Kraft, Lipton. P&G, C P P, Quaker, and Lever. Contestants write name "Kroger" on back entry. Best :( "Kroger" entries win benus prizes Complete 25-word product sentence: "1 extra enjoyment from the brisk flavor of Lipton rea because . . ." Send with Lipton boxtop to sponsor. N. V. Complete 25-word sentence: 1 like Lifebuoy because . . ." and send with Lifebuoy box- front to contest, N. V. Winners of pre-broadcasl studio spelliri name friends to receive phoni call Frii nd must identify "mystery voice" of screen star Viewers supplj missing facts of famous in letters to station Scnil list of 5 questions with P-M package wrapper to program Cash for use, more if contestant misses Viewers send in dealer-obtained booklet to pro gram. Smith autographs, returns with photo i lompli '• -'•"• word si nil nee: "I like thi 'lifetime' Oxydol, because . . ." Send on ■ ii ' i ■ Maul, or plain sheet with Oxydol boxtop to program, Cinci. Three listeners called weekly try to idi mystery voices. To qualify, must havi m Mental Health Drive, senl same with/ without contribution to contest, Hollywood IBC \r.< ABC NBC Various CBS NBC NBC W \1\H-I\ Balto. CBS SBi'-T\ SBi Send name for Tom's new sorrel colt with Ralston boxtop to program, St. Louis. Besl names win Teen-agers enter contest at local retail store, or bj mail. Must write letter identifying "Miss M terj I ' eiitimer" from radio clues, write letter Supporting OverMtas Aid lor Children with contribution of 10c oi more. Send to program, N. Y. i I i 'i . ind tckpo program, S ^ |5 ii. Send list of any thn i ong to program l"i program use' NBi MBS MBS MBS Don I ' i ■ tied in with Kroger Co. "Free food for i iinily of four" bonus prizes. 90 SPONSOR "Old Mother Hubbard Went to the cupboard . . When she came there The cupboard was bare . Mother Hubbard must not have lived in South Texas. For, with farm income up and employment up, there are mighty few if any "bare cupboards" in this rich, pros- perous area! Here are 67 counties* constituting the daytime primary area of Station WOAI. It is a section noted for cattle, oil, cotton. It is great in production, has many needs. Sales of food alone to help fill these cupboards amounted to $247,370,000** last year. More food was sold here than was sold in either St. Louis or Pittsburgh. South Texans have the money to pay for their many requirements. Be sure your products are in their cupboards by placing your advertising message over WOAI, the popular 50,000-watt station that covers this territory. *B.MB 50% to 100% counties **©Sales Management 194K Survey of Buying Power WOAI '&?? NBO 50,000 W.CLEAR CHANNEL. TQN Represented by EDWARD PETRY & CO., INC. - New York, Chicago, Los Angeles, Detroit, St. Louis, San Francisco. Atlanta, Boston NOVEMBER 1948 91 MANAGERS' LAMENT (Continued jrotn page 89) Station managers constantly lament the fact that agencies and advertisers, in buy- ing programs, ignore managers' sugges- tions. "If a station is successful, there is no question but that it is the result of management. The fact that two stations with comparatively the same wave- lengths, power, and network affiliations do entirely different jobs in gathering audiences proves that beyond a doubt," points out the manager of a 5, 000- watt network affiliate in a good market. "The successful station manager must know his market, yet time and time again recommendations that we make to spon- sors and their agencies are ignored. For instance we were taking a feed of a day- time serial that hit our area at a time when it was preceded by a musical and followed by a newscast. We asked per- mission to record the program off the network line and broadcast it later as part of a block of daytime serials. The agency and sponsor refused permission. Six months later we received a bitter letter asking why this program was rated lower in our city than in three-quarters of For the eighth consecutive year WIBW's huge farm audi- ence in Kansas and adjoining stales reaps a rich har\est . . . the biggest corn crop in historj . . . the third largest wheat crop on record. Our I'irsi Families of Agriculture are richer than ever. The high standards of living in their count r\ homes would amaze you. Food, clothing and modern conveniences are those of the high income \ using WTBW. Impartial hi \e\s show \\ ll'.W is die most-listened-lo and most important -ingle sales influence among these wealth) farm families. Serving the First Families of Agriculture Rep.: CAPPER PUBLICATIONS, Inc. the rest of the country. We reminded the agency of our recommendations, but they continued to insist that they could not permit a 'd.b.' (delayed broadcast) of the program. The program is still on our station and it's still at the tail-end of its rating among all stations airing it. Some agencies get stuck with their own de- cisions." Station managers are constantly faced with requests for programs by types by timebuyers. They are asked for women's participating programs, newscasts, disk jockeys, rise and shine sessions, etc. Sometimes the manager knows that an- other type of program has the audience for the particular product to be sold. Yet it's the exception not the rule when a station is able to shift a sponsor from his desire for a women's participating pro- gram to a disk jockey show, for instance, even if audience figures prove that the latter is a better buy for the advertiser. Station managers lament that timebuyers generally don't accept or trust the recom- mendations of the stations on which they buy time. "We could save many advertisers a great deal of money if they'd listen to us," is the way one station manager explains the reason why he would like closer liaison between the buyer and the seller of broadcast time. "Many sponsors," he explains, "buy evening time for products that are sold 85% to women. It doesn't make sense to buy premium time at 100rr over daytime rates, to reach 15% of a manufacturer's potential market. Yet any station manager can point to an important number of sponsors on the air at night who don't belong there. I know that one of the reasons they broadcast at night is to flatter their own advertising vanity. It places them in the 'big time' class. Yet when the chips are down the medium surfers because it doesn't produce at a ratio that justifies the Class A time charges. I don't gripe because adver- tisers don't believe everything my sales- men tell them, but when they don't be- lieve me either, that hurts." Station managers do not differ from other segments of broadcast advertising In lamenting Hooperatings. "They're fine," a station spokesman puts it, "just as long as they're used for what they are, 'telephone coincidental ratings within metropolitan areas.' When an agency uses them to weigh the relative merits of a number of stations, each of which covers a different area, it goes off half-cocked. In New York, for instance, Hooper reports on stations range from the daytime-only WLIB to the 50,000- watt key stations of the networks. In some Hooper reports 92 SPONSOR FIRST IN THE QUAD DAVENPORT ROCK I SLANO MOLINE EAST MOLINE The 40th Retail Market A M 5.000 W.. 1420 Kc. F M 47 Kw- '03.7 Mc. _ y. C.P. 22.9 Kw. vis- I V u a I and aural, Channel 5 BASIC NBC Affiliate DAVENPORT, IOWA National Representatives Free & Peters, Inc. w 0*V: TRANSCRIPTION LIBRARY SALESMAN To travel on a Commission basis. Every station can use our large repertoire, augmented monthly. Li- brary sells at a low monthly rental. Must have car. Answer giving us your past experience. A hard worker can make real money. SPONSOR PUBLICATIONS INC. Box 67 40 W. 52nd Street New York 19, N. Y. it's not unusual to find a relatively low- powered station having a higher rating than a network key station. These sta- tions are good buys. There's no doubt about that despite the fact that they don't get out much beyond the 50-mile metropolitan area and some don't even cover that market. If a sponsor buys strictly on Hoopers he buys a low- powered New York station and wonders why it doesn't produce since it leads the Hooper parade at the hour he buys it. Woe is his when sales don't come in and outside-of-New York dealers start crying for advertising. Hooperatings are great things — if they're used correctly." A station manager out in the middle of the farm territory has a very special Hooper gripe. Says he: "About 15 Oc- tober we get a per-program Hooper re- port showing ratings for the summer months. Then about 15 March we get a Hooper report for the fall-winter months. These reports are used by time- buyers to evaluate stations in our area. Obviously conditions change so rapidly that by the time these reports are issued, they can mean something only to station management, as an indication of how to program — next year. Only if ratings are available monthly are they of value as a buyers' yardstick." Many station managers agree with this Midwest executive. There's always one station chief who doesn't and he's the man whose station Hooper indicates is tops. On the matter of Hooper station reports being stale when they're released, C. E. Hooper explains that monthly ratings can be made available, and are in a number of markets, if the stations want to pay the added costs for the special re- ports. However, Hooper explains, it doubles the annual cost to the stations. There are also some markets in which telephone homes are not numerous enough to justify monthly reports of the type Hooper makes. For these areas, the stations, sponsors, and agencies are stuck with a report frequency that isn't too helpful. What station managers want is a timebuying operation where the buyer knows what is being bought personally" and doesn't have to use old BMB (Broadcast Measurement Bureau) figures or Hcoperatings which don't apply at the season of the year in which the time is being bought. A Pacific Coast manager expresses it this way, "So much depends upon the station on which an advertising campaign is being placed that to purchase it blindly, without any knowledge of the local situation, is just throwing money away. It's only because broadcasting is "Wherever there is music, 'said William Cullen Bryant with a poets eye for the practical, "there is a throng of listen- ers." And wherever there is good music, is there is always over WQXR and WQXR-FM, there is a throng of lis teners to delight the heart of anv adver- tising man. More than half a million families tunc constantly to these stations ...so constantly, no other station can reach them so effectively. These fami- lies love good things as they love good music . . . and can afford to buv them. That's why advertisers find these families a most inviting segment of this biggest and richest of all markets. May we pitch ■your sales -seeking song to this music- hungry throng? AND WQXR-FM RADIO STATIONS OF THE NEW YORK TIMES NOVEMBER 1948 93 Whether it's Montezuma or Tripoli (IOWA) WMT is There! ■ ROM the tall com fields near Montezuma to the dairylands around Tripoli, eastern Iowa lis- teners keep tuned to WMT for complete farm new-. Iu|> enter- tainment ami special features offered by this exclusive CBS eastern Iowa outlet. Iowa farmers depend on WMT. So do the urban communities with their humming industries. Reach both these prosperous markets via \\ \IT- 600 kc Iowa radio s finest frequenc) . \-k the Kalz man for details. ■vrcvw. "^vsc WMT CEDAR RAPIDS 5000 Walts 600 KC. Day & Night BASIC COLUMBIA NETWORK such a great advertising medium that many more campaigns don't fail to pro- duce for advertisers. If only all time- buyers were permitted to do a little traveling, what a different business this would be." Naturally all station managers do not have the same laments. The 50,000-watt station executives, unless they are at the wrong end of the dial (from 900 kilocycles up to 1600 kilocycles) have a set of laments quite distinct from the high- powered low end of the dial stations. They complain that timebuyers fre- quently purchase time on a power basis without realizing that wavelengths have almost as important a bearing on station coverage as power. A station located in the under-900 kilocycle band is bound to lay down a better signal, watt for watt, than stations between 900 and 1600 kc. "Too many agency executives are power crazy," laments one station man- ager. "They know that advertisers are impressed by 50kw outlets and they buy them regardless of their impact. There are many lOkw stations that output! 50kw outlets. Timebuying can't be done with a yardstick of power. When an agency executive uses power alone to de- termine what stations to purchase, he's liable to purchase the greatest collection of cats and dogs as well as some of the nation's most productive broadcasting outlets. There isn't anything that can replace factual knowledge of each sta- tion's ability to produce sales of the type a sponsor is seeking. A well-informed timebuyer is an advertising agency's greatest gift to a sponsor." Lack of timebuying flexibility is one of the greatest problems that station man- agers have to face. They don't blame the timebuyers, nor do they blame advertis- ing in general. "It's just," said one sta- tion manager as he signed off, "a blind spot in broadcast advertising." Station managers generally agree that the NAB oi some other group could well plan forums for timebuyers throughout the nation. Timebuyers, it's agreed, are the most willing group working in radio. Despite literally hundreds of laments, gripes, and objections to advertising and advertising agency practices, station man- agers generally are happy. Most of them admit that the laments they have are based upon the fact that they were lax about some broadcast advertising factor and then laxness has plagued them ever since. Broadcast advertising is a very closely integrated business. What a sta- tion permits one advertiser to do becomes station-wide practice before the manager r< .ih.es it. * * * SOON 56 First on Your Radio in Memphis, Tenn. H. BEECUE Pulling in a million more lis- tenerson your M I II \1. station in Memphis \ Might} Market Contract- made now at pres- ent rat«» receive full year ■ protection. \\ rilr or wire THE \\ \LKER CO. «lVi BILLION DOLLAR MARKET spread over two states Take our BMB Audience Cover- age Map, match it with the latest Sales Management "buying power" figures, and you'll see that KWFT reaches a billion and a half dollar market that spreads over two great states. A letter to us or our "reps" will bring you all the facts, as well as cur- rent availabilities. Write today. KWFT THE TEXAS-OKLAHOMA STATION Wichita Falli— 5.000 Watti— 620 KC— CBS Represented by Paul H. Raymer Co., and KWFT, 801 Tower Petroleum Bldg .. Dallas 94 SPONSOR NORWICH PHARMACAL (Continued from page 78) agency saw the completed presentation. On Friday, 3 January, the Messrs. Gum- binner (Lawrence and Paul) and Milton Goodman from the agency, and Ted Herbert and Tom Fry of ABC Sales were taking an early train at Grand Central, bound for the drug firm's home office in Norwich, N. Y. Later that same day, a dozen Norwich directors, including Norwich president Melvin C. Eaton, Board Chairman Rob- ert S. Eaton, Vp John Alden and others, sat around the big oak table in the Nor- wich board room. From 10:15 in the morning to 4:30 in the afternoon, they listened attentively while Herbert and Fry made their pitch. Then, Herbert and Fry went down- stairs to the lobby to pace the floor and chain-smoke cigarettes. In 15 minutes they had their answer: "Okay, we'll buy it." It was one of the fastest sales ABC had ever made. On 14 February 1947, Norwich began its first national-network broadcast ad- vertising. To cover the time-and-talent costs of The Fat Man on a 125-station network, Norwich's board had to vote an increase in the advertising budget of some 15% (up to $1,500,000). The ratio of the magazine budget to radio (newspaper coverage was all but eliminated) was made about 50-50. Norwich and Gumbinner, now that they were in network selling, had no in- tentions of permitting The Fat Man to exist in a promotion vacuum. Ads ap- peared quickly in drug trade journals, headlined with: "NON-STOP RADIO ADVERTISING!", telling the druggists that The Fat Man was going to stay "on the air all year 'round, summer as well as winter, steadily fattening Pepto- Bismol sales for you." To the sales force went a plush promotion kit, showing scenes from a typical The Fat Man show, plus a personally-autographed picture of i J. Scott Smart as the "Fat Man." The sales force ate it up. When one of their members called on a druggist after The Fat Man premiered for Norwich (Norwich had moved the show over to Friday night into a block of higher-rated ABC mystery programs with good effect) the salesman would bring the topic around to advertising. "Heard our new radio show?" the salesman would ask, whipping out the promotion kit on the show. "You can take it from me," the Norwich man would state firmly, "this big fellow's gonna do a swell job of selling for you as NOVEMBER 1948 WSM ENDOWED PA/NT ? A large paint manufacturer recently made a point that is well worth passing along to other advertisers who are interested in this great Southern market. The manufacturer* wrote: . . . "In expansion of territory and opening up of new dealer accounts we have found this show (a half-hour live talent program over WSM) has played a major part in that success ..." This is added proof that when you use WSM you add an invisible stamp of approval to your goods in this section. Whether it's paint, padlocks or petunias, the buying public and dealers alike know they can put their confidence in a WSM-advertised product. *Name furnished on request. WSM NASHVILLE HARRY STONE, Gen. Mgr. • IRVING WAUCH. Com. Mgr. • COWARD PETRY & CO., Notional Rep. 30,000 WATTS • CLEAR CHANNEL • 6S0 KILOCYCLES • NBC AFFILIATE 95 well as for me." The clincher came when the salesman produced the autographed picture. "He's really a great guy," the salesman would add unctuously as the druggist ogled the picture. "Why, he's a good friend of mine." Maybe it was a bit obvious, maybe it wasn't. But it began to produce results. Druggists began to give better shelf posi- tions to Norwich's air-sold products, Pepto-Bismol, Unguentine, Zemocol, etc., and to use the stickers and counter dis- plays featuring The Fat Man. Actually, the copy on the show was, and still is, pretty much like Norwich space advertising of the past few years. What did the trick for Norwich was the fact that radio had a newness, a show- business flair, that the magazine and news- paper advertising lacked. As Norwich had expected, the first part of 1947 was tough sledding when it came to sales. Retail drug sales on all drug products held up well with an average monthly total of $300,000,000. But, the druggists were selling a good deal of it from their overstocked inventories, and buying was off. At the end of the first quarter of 1947, Norwich realized that it was taking a beating. Its 31 March 1947 quarter showed a net income of a comparatively microscopic $2,773. (The same quarter a year previous had shown a net income of about $250,000.) The earning per share of Norwich stock was $.003, for the quarter. (It had been running around $.32.) Most firms would have taken one look at a report like that, and started cutting down on advertising in a big hurry. But Norwich had learned that it took time to make radio pay off, even when they had a high-rated show. It began to pay off sooner than they had really dared hope. In the quarter ending in June, the net income was up to $135,548. By the end of March, 1948, it had climbed to $256,446 and three months Liter, in ]uw 1948, it was $267,133. Other stomach-sweeteners, most of which had reduced their advertising m the gen- eral 1947 slump, began to show sales in- creases oi 2 V ,. But Norwich's Pepto- Bismol, which had been plugged hard all through the tough selling of the summer of 1947, showed an upward sales climb of IV,. Radio had done its job well. The Fat Man is continuing to do a good selling job on Norwich products. In the spring of 1948, Norwich introduced a new product, a brushless version of their shave cream, SWAV. Norwich had decided to bring out a brushless cream when their resc.u. Ii showed that of the $26,000,000 spent annually for various shaving creams, 60' , went for brushless creams. The new SWAV was given its first ad- vertising push on The Fat Man. Usually, two commercials out of the three heard on the show are devoted to selling Pepto- Bismol, and the third to one of the other Norwich products. For a 10- week period in the spring of 1948, SWAV had the third commercial. Advance copies of the com- mercials went out to all the Norwich salesmen. They reported that when druggists knew the product was going to be presold on The Fat Man, they didn't hesitate to stock it. Results of the air- selling thus done for SWAV are as yet inconclusive, but Norwich is positive in its feeling that radio will do a good job of establishing the product with consumers. Another major benefit that has come to Norwich selling from The Fat Man is that the sales curve, which used to be highly seasonal, is now leveling off. New stations are added to the network whenever Norwich feels that a new area shows promise. There are no official estimates yet as to how high the Norwich net sales for 1948 will be. Vp John Alden has made some friendly bets with his associates as to the actual figure. "I was optimistic," he reports, "but I think I'm going to have to pay up. I guessed too low." Alden adds, however: "That's the kind of bet I don't mind paying." How- ever, some have estimated that Norwich net sales for this year may go as high as $12,000,000 . . .or higher. The success of Norwich and The Fat Man is not a startling, overnight success. It's basically an object lesson in broadcast advertising where a sponsor has bought a network show to do a specific type of job for him . . . and has stayed with it long enough for the show to accomplish the job. * * * PROSPEROUS FARMER (Continued from page 44) well as for "outside" farm-supply people, by strictly localizing its service news, reports, and "how to" information. What a station knows about the agri- cultural needs of its area — and what it does about it are marks of the quality of its farm service, and therefore of its farm audience. Stations that strongly em- phasize imaginative, progressive, and ((insistent service programing have proved time and again that a substan- tial number of listeners get the habit of depending on the station for all their farm information. The technical and personal qualifica- tions (previously outlined) of a farm broadcaster are another guide to the quality and holding power of the pro- gram. Dr. D. H. LeGear, head of sales and advertising of the L. D. LeGear Medicine Company (poultry, stock, and dog reme- dies) has written of KVOO's 12:45-1:00 p.m. Farm Profit Bureau, "LeGear sales- men say they'd rather not operate with- out the program." He adds that when they started with the show sales jumped and held; "you can almost draw a map where high sales drop off to coincide with the drop of KVOO'S primary coverage. "Of vital importance is the fact we get much better cooperation with our dealers in window display and other point of sale action." The Farm Profit Bureau is a show dedi- cated to improving pastures and showing fanners how to make them yield more dollars and cents for the space they take up. This five-a-week late noon session hasn't had a rural coincidental rating, but it has a Tulsa Hooperating of 9 to 10. This compares with ratings of half of the city-listener-designed shows broadcast at the same time. The station pulls a similar Hooper on Sunday with its 12:15-12:45 noon Feed the Soil. The show started three years ago with a 15 minute program including only 57 words of commercial about the benefits in increased yields and better health from spreading agricultural lime stone on the farm. There was music and a five-minute report on what farm people were doing to fertilize the soil, before and after stories. Anchor Stone and Mater'als was (and still is) the sponsor. They increased the time to 30 minutes after the first year, but still use only 57 words of commercial, which is generally institutional. When production gets ahead of sales, Anchor introduces a few straight selling com- mercials. They usually bring the situation into balance quickly. A recent 20-word spot on crushed rock for paths between house and bam, to keep cattle out of mud around watering tanks, etc., pulled so many orders within three days that Anchor canceled it and returned the following Sunday to their 57-word insti- tutional pitch. Although the farmer gets the primary benefit from a service program, he's by no means the only one who gets actual service benefits. Lime venders- the men who operate the trucks that spread the lime on farms — aren't hired by the lime company. They're on the itinerant side and often not too dependable. Feed the Soil broadcasts have re- 96 SPONSOR TV Rates & Factbook No. 5 itu ludes • Television Networks & Stations Operating: Rates & Data • Construction Permits Granted & Applications Pending • Directory of TV Manufacturers & Receiving Sets • Directory of Television Program Sources • Present & Proposed TV Channel Allocations by Cities piWI Directory No. 2 ' ■■■ includes cities and states All FM Stations now broadcasting and under construction. All applica- tions pending before FCC with mail- ing addresses, AM network affilia- tions, frequencies, powers, antenna heights. Same detailed data for non- commercial educational stations. Also an up-to-date allocation table. These Up-to-Minute DIRECTORIES Revised to October 1, 1948 $5.00 each Send chec\ with order to: Television Digest & FM Reports 1519 Connecticut Avenue Washington, D. C. ANGANt •*{<"»< PORTLAND G\S\**o watts UY ANNETT BROADCASTING SERVICES WGUY-FM WGAN-FM National Representative PAUL H. RAYMER *"*2&2Sfr- suited in tying venders who have handled Anchor lime much closer to the company than any other group of venders to any other lime crushing company. In fact, the program service has virtually made them salesmen for Anchor without their being on the Anchor payroll. One of the most impressive arguments of the station that specializes in an aggressive farm service operation is the difference between a farm authority and a farm reporter. A farm authority (as discussed earlier) is equipped to make his station a farm educational leader (not an educational center). There's ample evidence that the cumulative effect of such service- leadership, when exploited with proper promotion, is a most powerful factor in building and keeping a loyal, responsive group of dialers. The fact that a farm broadcaster may largely confine himself to a reporting job on farm information doesn't mean that job can't be done well; it doesn't mean he can't gather, hold, and sell, his own audience. It does mean he hasn't the potential added influence that belongs to authority and active leadership in farm matters. You'll find a third mark of programing that makes the most of its opportunities in talking to farmers in who controls the proeram standards. The competent farm broadcaster is usually the onlv station emplovee properlv qualified to pass on program material and practices. He alone knows exactlv what he's trving to do with his farm service and entertain- ment (if anv). Most leaders among radio farm direc- tors don't accept a product for sponsor- ship unless they are personally haDpy with it. Thev won't ask their followers to accept their counsel on farm problems and use that same prestige to back a product if thev haven't confidence in it. Station salesmen don't always under- stand this relationship between program- ing and sales.' A WIZ (New York) sales- man once sold a sponsor 52 weeks partici- pation across the board on Phil Alamoi's Farm News without consulting Phil. When the salesman came to him, Phi turned the sponsor down on the ground that his product wasn't one he would use on his own farm. Another instance highlights the rela- tionship of program content to both farm service and farm sponsors. A sales- man tried regularly for six months to sell an important spray manufacturer a participation on the WIZ Farm News. One dav he asked Phil Alampi to go with him. When Phil explained the service MORE People In This Area Listen To WPTF Every Single Broadcasting Quarter Hour Than To Any Other Station! WPTF dominates all competition at all times. That's the report of the 1948 LISTENER DIARY STUDY. (Con- ducted by Audience Surveys, Inc. in WPTF's 62 counties with 50% or better, day and night, BMB coverage.) Findings include sets-in- use, station ratings, share-oraudienceflow and composition by quarter hours. Rep. FREE & PETERS, Inc. NOVEMBER 1948 97 KMLB KEY TO RICH NORTHEASTERN LOUISIANA MARKET w MONROE LOUISIANA fmnf FACTS- KMLB serves a 100 million dollar market loaded with high-powered buying incomes per capita . . . wide range of induslry and diversified farm- ing. K VI LI J has more listeners in northeastern Louisiana than all oilier stations combined. 5,000 WATTS DAY 1,000 WATTS NIGHT AFFILIATED WITH American Broadcasting Company Represented by Taylor-Borroff & Company, Inc. nature of the show, that it included in- formation and advice on spraying of fruits, vegetables, etc., the manufacturer signed. What might he called the rule of relevance in selecting material for a farm service broadcast — choosing material that relates most closely to "advancing the business and science of farming and en- couraging better farm living" — applies also to the presentation of the broadcast. It must talk the farmer's language. This is an indispensable mark of the effective broadcast. Talking the farmer's language doesn't mean "talking down." Understanding the technical language, or idiom, of farm- ing is a must. Understanding the pro- blems of farming, and sympathy with them are vital. (Personality qualifications necessary for top farm broadcasting are discussed more fully in part one of this report.) Another important mark of the most successful presentations is the frequent use of interviews. Straight talks rank second in preference as a form of presen- tation with the majority of the farm audience. Use of recorded material makes no difference to farmers if the material is as interesting and presented as well as it would be live. Some farm directors use as many as 20 recorded features a week. You'll rarely find a successful farm director using a script, unless it's for statistics (including market reports) or for a reference too technical or involved for extemporaneous handling. In the few exceptional cases where scripts are used (WGY, Schenectady's Chanticleer, for example), the farm broadcaster writes it. The good "farm" program is charac- terized primarily by its weather, market, and farm news and information. About half the farm broadcasters of the country have discovered their listeners also want some music on both the morning and noon shows. One thing stands out clearly from the evidence: where«one segment of listeners prefers a "strictly business" farm program another prefers music with its business. The answer in any instance depends on the judgment and the ca- pacity of the individual farm director. Chanting exceptions can be cited, the evidence tends to show that the more a qualified farm director emphasizes "busi- ness," the gicah i tendency his program has to select the alert and progressive listeners who are best qualified to profit In >m such a program. Stations like WLW, Cincinnati, and \\ \l I . Cedai Rapids, Iowa, who pro- gram an important pan oi their broad' cast day for farm listeners, arrange their shows in a way which allows them to devote the necessary emphasis to im- portant farm service features, while still providing music and other entertainment features. WMT, for example, provides an hour across the board from 12 noon to 1 p.m. with the essential farm information in the middle and entertainment on both sides. Wilson and Company sponsors the 12:30 12:40 p.m. (farm information) segment of the hour, which since the feature started three years ago has built a following of nearly 90% of potential listeners in the nearby counties. The average listenership to this feature in the full Wilson Cedar Rapids plant trade area is about 50% of the potential listen- ership. The KMBC Dinner Bell Round-up (KMBC, Kansas City) from noon to 1 p.m. daily is constructed in a manner similar to WMT's noon hour show. KMBC, for many years one of the coun- try's outstanding farm-service stations, has now strengthened that service with a unique operation. Nearly 200 miles west of Kansas City the Midland Broadcasting Company set up its KFRM transmitter which trans- mits a signal into the heart of Kansas farmlands. Programing is from Kansas City. The KMBC-KFRM team broad- cast many farm features, such as the Dinner Bell, simultaneously. All KFRM service and entertainment programs are constructed specifically for farm dialers. Shows of proved interest only to urban- ites are restricted wholly to KMBC. More than a dozen daytime shows, however, get the dual airing. Another radical move in a different direction got under way recently to provide more specialized farm programs in New York. Ten farm organizations established an FM radio network to serve farm homes throughout the state. The Rural Radio Network Inc. is wholly owned by the farm organizations con- cerned. The program policy is to "give farmers information and entertainment they want when they want it." U. S. Department of Agriculture and other surveys show that aside from a somewhat narrower range of interests (arm people are interested in the same kinds of radio entertainment as city people. They like musk and comedy, for example, although their favorite per- formers may dill'ei from metropolitan favorites. * * * ► Pari three of our farm storj details the rules (.ir successful use ol farm 8 :rvlce programs and reports on rural entertainment programs for I he farm famiK . 98 SPONSOR CUBAN PICTURES (Continued from page 32) a U. S. network. A half hour is 26'2 minutes in Cuba. In 1939 Goar Mestre, having set up a distributing business in Cuba and desir- ing to use broadcast advertising, bought a block of time from RHC. He promised to produce worth-while programs instead of a lot of spot announcements sandwiched in between sessions of rumba music. He asked for and received a substantial con- cession of a two-hours-for-the-cost-of-one nature. Soon his programs were the most listened-to on the island. RHC, which prior to Mestre's commercial programing trailed other broadcast operations, began to climb in importance. Finally it passed CMQ, the other network on the island, and RHC management in 1943 decided it had given Mestre too generous a deal. It cut the time made available to him by one-third, which in turn drove him to talking business with the competition. He told CMQ management that he wasn't interested in buying time and then being squeezed for more money after he built an audience for his programs and the network. CMQ needed money and Goar Mestre bought in on the operation and today with two brothers (Abel and Luis) and Angel Cambo operates CMQ in a newly-opened multi-million dollar Radiocentro in Havana. Mestre brought soap operas to Cuba — for better or for worse. Even the sunlight hours deliver ratings of 18 and 20, against Hooper and Nielsen ratings for similar programs in the States of 6 to 10. Prac- tically all the high-ranking programs in Cuba are dramatic serials, with two possible exceptions, Lo Que Pasa en el Mundo, a Cuban March of Time spon- sored by P&G, and La Guantanamera, which dramatizes the crime and triangle stories in the news each day with a crime- doesn't-pay slant but with all the pory details. La Guantanamera is sponsored by Colgate-Palmolive-Peet. A typical report of leading programs, in their rank order, would generally show up something like this: Program Network Sponsor "El Dereeho de N'acer" " 1 he Right to Be Born" CMQ Krcsto "Tamakum" KI1C P&G "Angeles de la Calle" "Angels of the Street" CMQ CPP "Los Tres Villalobos" "The Three Villalobos" RHC P&G "Novela Palmolive" " 1 he Palmolive Drama" CMQ CPP "Lo Que Pasa en el Mundo" "March of Time" type RHC P&G "Novela de la~ 1" "4 o'clock Drama" CMQ P&G "La Novela del Cafe Pilon" CMQ Pilon Coffee "La Guantanamera" CMQ P&G "La Ranchurlrr-T RHC CPP "Radio Novela Dermos" CMQ Gravi The 12 leading advertisers in the order of their budgets are: Crusellas & Cia (Colgate-Palmolive-Peet) Sabates, S. A. (Procter & Gamble) Laboratories Gravi. S. A. N'urv.i Fabrica de Hielos (< ristal & Tropical Beer) Trinidad & Hno (Cigarettes) Domingo Mendoza & Hijo (Cigarettes) Partagas S. A. (Cigarettes) Standard Oil of Cuba Sterling Products International krrsto (Bestove Products) Bacardi Canada Dry (soft drinks) Even Canada Dry, ranking 12th in advertising budget, spends over $100,000 a year in Cuba. This is one fact that Cuban advertising men want stressed to U. S. manufacturers — "It costs money to reach Cuba and it can't be done with Central American budgets of a few hundreds a month." It's also an important Latin American market in which broadcast advertising has been placed on a real business basis. Even a government official who broad- casts has to buy commercial time. No matter how great the occasion every speech by a politico is commercial and time must be paid for before the broad- cast. Typically, several years ago Presi' dent Ramon Grau San Martin was making his regular 10 October speech (Cuba's Independence Day). The gov- r~ MEMPHIS ON YOUR 10,000 Watts Day Time 5,000 Watts Night Time RENCi *f k^ ^E tttf RADIO REPRESENTATIVES, INC. 480 Lexington A«e„ tow York, N. Y. ANOTHER RECORD.' KQV's terrific daytime audience goes right on setting response records that amaze even the experts. Take our new give-away show sponsored locally, 9:45 to 10 a.m. three days a week, with plenty of sock competition like the Breakfast Club. Yet, during the first few days, over 7,000 listeners flocked into the sponsor's store to register their telephone numbers. Proves once again that nothing in the Pittsburgh market can touch the results you get from KQV's Aggressive promotion! PITTSBURGH'S AGGRESSIVE RADIO STATION Basic Mutual Network • Natl. Rtps. WEED A CO. NOVEMBER 1948 99 WMBD cbynti*tatk4- PEORIAREA Local advertisers base their adver- tising on RESULTS . . . and in the highly competitive Peoria market, local retailers buy more program and announcement time by far on WMBD than on any other Peoria station. Here's why . . . ^ SHARE OF AUDIENCE Greater than ali other Peoria sta- ll is COMBINED! (Hooper I'eoria III. Fall - Winter Report. Oct.. 1947 - Feb., 1948). ^ PROGRAM Know-How Full stair orchestra ... 1 veteran newsmen . . . T.\ other program personalities presenting 14 hours live entertainment weekly. Total .staff of fir. trained personnel. /~* PROMOTION AND ^^ MERCHANDISING FULL SCALE! 70 Announcements v... kly . . . newspapers . . . ear cards . . . displays . . . direct mail . . . merchandising publication. ^ NEW FACILITIES New AM and PM powei watts AM with 20,000 watt I ■> at no extra cost) . . . increa coverage . . . new, modern theatre & studios. \^K FREE & PETERS PEORIA CBS Affiliate • 5000 Watt. | Fret A Petert, Inc., Nat'l. Reps. eminent had paid the network for an hour'^ time but Dr. Grau was still going strong as the 60 minutes drew to a close. The network's program manager called the seat of the government (the Palace) and spoke to the official who controlled the budget foi broadcasting. He asked whether or not he should cut the Presi- dent off the air at the end of the hour. The official said "no" and asked how long the program manager thought Grau would go on speaking. The pio- gram manager answered, "half an hour and that means $300 more must be here at the station befoie the hour runs out." The cash was at the network in time to avoid interference with the oration. All political talks must be paid for in advance in Cuba just as they are paid for in advance at many stations in the United States. Cuban listeners are conditioned to a lot of advertising. It's not even unusual for local stations to program spot an- nouncements for competing products right next to each other. Cuban audi- ences are not surprised when they hear a Coca-Cola announcement on the "Pause That Refreshes" followed by a Pepsi- Cola jingle, both in the middle of a block of announcement advertising. Indicative of how Latins are conditioned to com- mercials is Havana's time signal and news station. The time is broadcast every minute followed by a five- or ten-second commercial, with the rest of each minute being devoted to news. This station (CMCB) operates under an unique per- mit from the Cuban government which has not only issued a special "public service" license but, because of the special license, has established a rate card for the station as well. Only one other station like CMCB is said to be operating and that is a Mexican station (XEQK). By special permission of the Mexican government, XEQK is permitted to broadcast nothing but time signals every minute, and commercials. Watches aren't as universal in the Latin American countries as they are north of the border and so time signals are important. Cuba is one of the few Latin American nations with a sizable dollar balance. There's no shortage of dollar exchange in the nation ,is there is in many other South American nations. Sugar is a major export and the U. S. takes most of it. There is very little manufacturing done for sale and distribution mi the island, except cigars, rum, some cotton fabrics and soaps and cleanup. Imports from the U. S. exceed $200,000,000. Because there is a health) dollar balance available, Cuba is being shipped not only its own allotment of manufactured goods but a good part of the allotments of other nations which are short of dollai bal- ances. The result is that there is no dearth of U. S. products. They're expensive of course, since Cuban import duties are as high, for instance, as 33 V^c, on Foid cars. That doesn't mean that a considerable number of Ford cars aren't bought, but that even the "low" priced model? in the line cost well over $3,500, The Cuban government is largely supported by import duties instead of income taxes. The latter are so low that a man earning $15,000 pays less than $300 in personal imposts. Local cigarettes dominate the tobacco sales, since they cost smokers only 10c, while imported U. S. brands cost 35c. The Cuban is generally classified as a national who lives for today. His worries about manana are reserved for manana. What he has in his pocket today is ex- pendable. He likes the good things of life and doesn't hesitate to buy them. Firms like Sterling Products Inter- national, American Home Products, and other purveyers of pharmaceuticals who moved into the Latin American markets during the early unorganized days of South and Central American radio, are cutting their budgets. Home office orders to watch the pennies have been given and drug budgets are being cut not only in Cuba but in many other Spanish speaking countries. More and more advertisers however are using radio in Cuba. Nowhere in the world is there a city like Havana with 28 standard broadcasting stations and 14 short wave outlets. All fight for Havana's audience but five to six reach a majority of the dialers. The newest of the stations in town (CMBF) is owned by CMQ and is pat- terned after New York's WQXR. It went on the air during March of this year. There is insufficient data currently to justify any report on the Cuban capital's acceptance of the "good music" formula. Cuba is a lush market for U. S. adver- tisers. Adapted to local conditions the same program formulas which appeal to dialers in the 48 states appeal to Cubans. Audience participation programs, give- away shows (they were very big until war- created product shortages killed the jack- pots and they're coming back) and, above all, soap operas, appeal to the Latin mind. There's only one surprise much as the) like to dream and escape via the air, they arc not too disturbed when com- mercials briny them down to earth — just as long as they have the cash to buy what is beint! advertised. 100 SPONSOR RELIGION (Continued from page 72) limited exclusively to the theme of prayer in the home. Don Ameche, E. G. Robinson, Eddie Cantor, Irene Dunne. Ethel Barry- more, Loretta Young, and Maureen O'SuIlivan are some of the stars of stage and screen who have already appeared. The "commercial" following the play is an appeal calculated, in Father Peyton's own words, to "help counteract influ- ences that are pulling the family apart." It is his feeling that if prayer is restored in the family, the most powerful means of keeping them together is achieved. The average American businessman, a family man, feels that Father Peyton's appeal for keeping the family together is con- structive. His signature is the slogan "The Family that Prays Together — Stays Together." This slogan is featured on streamlined illuminated billboards, 60 by 16 feet, placed in strategic locations in 37 U. S. cities at the present time. These billboards are the gift of National Out- door Advertising, Inc., which encourages its members to donate billboards. Father Peyton has had his most difficult time procuring sponsors for the ~Wti/>ua4. WDSU WDSU broadcasts 5000 watts from the French Quarter to the Gulf and South Louisiana listeners. From daily association with time-honored New Orleans institutions WDSU has developed a high quality of integrity. WDSU devotes program time regularly and exclusively to the St. Louis Cathedral, the International House, Moisant Inter- national Airport, Tulanc University, Union Station, the Municipal Auditorium, Symphonies and Operas. WDSU's dominate Hoop, crating proves that hon- oring local institutions creates high listener loyalty. \ V ORLEANS MinC II Affifiafe '280 kc wans John Blair & Company, Representative program (cost about $1500 a week). This is what is "breaking his back." His plan is six corporations and six groups of men in various cities throughout the country to pledge support of the pro- gram for a specific month, each year. He already has three months pledged: the president of Firestone is personally underwriting the month of January; a group of men in Rochestei, N. Y., have pledged the month of July; and busi- nessmen in Pittsburgh have pledged one month a year. Swift & Company has paid for five shows to date, but is not committed to a revolving pledge. The Family Theater, in its dramatiza- tions of social and spiritual problems, presents the solutions from the Roman Catholic viewpoint. Father Peyton is quick to point out that the program is by no means to be considered an inter- taith program. He feels, strongly, that the program represents the Roman Catholic dogma in its relation to the basic social unit, the family. Religious broadcast programing need not be grasping or predatory. It need not solicit funds over the air. It can sell itself as any product does, by making its mes- sage so convincing that people will want to buy— to turn to God and to religion to learn more about Him. QoUuf cM-iCflte/i Coesiy Ifed/i! The last three Hooper Station Listening Index Surveys made in Roanoke show an in- creasing preference for WDBJ, the Pioneer j? radio station in this wealthy market. Here are the daily average -share -of- audience figures: 1947 (Winter) 50.1%— 1947 (Summer) 53.3% —1948 (Winter) 54.2%. Ask Free and Peters! CBS • 5000 WATTS • 960 K Owned and Operated by the TIMES-WORLD CORPORATION ROANOKE, VA FREE & PETERS. INC.. National Representatives NOVEMBER 1948 101 SPONSOR SPEAKS It's Murder There was a time when one juicy radio murder would suffice for the evening. But judging by the current crop of homicidal programs, it's quantity that counts today. Not only is the total of murder broadcasts at a high ebb, but apparently the scripter who fails to do away with at least three homo sapiens per stanza stands to be blackballed from the Guild. We suppose the average listener likes all this, judging by the ratings. But we welcome the day when the inevitable shift from wholesale murder to wholesome entertainment occurs. Selective With this issue sponsor, in collabora- tion with eight of its contemporaries in the advertising trade paper field, changes from spot to selective. Henceforth that segment of broadcast advertising pur- chased and used on a market-by-market basis will be termed selective. On some occasions the usage will be lengthened to selective radio, on others to selective TV. The reasoning behind the shift is aired on page 33 of this issue, and has been aired in several preceding issues. In brief, our objective from the start was to do something to eliminate the confusion caused by the double connotation of the word spot in broadcast advertising circles. Spot will continue to mean announce- ments, station breaks, singing commer- cials— all the short shorts. Selective will be the overall term. A transition of this sort isn't easy. But with a right objective, and the teamwork of nearly all of the advertising trade press, we think the job will be done. In last analysis, it's usage that will decide how fast the new name catches on. SPONSOR goes biweekly Of all the advertising media, the tempo of radio and television is fastest. Devel- opments crowd in day after day, shifting with the speed of light. It was this scene that sponsor entered, a fledgling monthly for buyers of broad- cast advertising, two years ago. And its growth has paralleled the growth of the medium. As it approached its third year, sponsor felt the necessity of stepping up its factual content to keep pace with broadcast advertising. A biweekly oper- ation seemed logical. But did sponsor's readers want it? First came a door-to- door inquiry. Throughout the month of August sponsor's publisher, editor and staff visited agene'es, advertisers, sta- tions, and station representatives. They liked the idea ... it would give them better article coverage, a shorter span between issues, facts behind trade news while it is still news. In September a postcard survey was The question: "Shall sponsor go bi- weekly?" The response was 21 -i to 1 in favor of the move. So, effective with the issue of 3 January 1949, sponsor will appear every second Monday. With this announcement goes a prom- ise. Sponsor's content, direction, format will continue as before. We will not become a trade newsmagazine. Applause ■""" -* SPREADING THE GOOD WORD Eighteen months ago sponsor proposed to the broadcast industry that an intensive campaign to explain that "broad- cast advertising pays" was necessary. The entire publication thesis of sponsor is based upon the premise that the more an advertiser knows about the broadcast advertising forms the mmi they become effective mediums for him. While a year and a half ago the industry collectively wasn't prepared to carry the torch forradio'scommercial effectiveness, since that time individually, networks, the station representatives, and a numbei of stations have begun to focus their promotion upon the sales aspect of broadcasting. Currently the industry campaign to sell broadcast advertis- ing to top management in all fields is well undei way. The inertia whi< h first met sponsor's suggestion for a t'nited cam- paign to tell advertising just what broadcasting can do, has be< n disturbed. A great deal of constructive industry think- ng is behind campaigns to spread the word of what broad- casting can do, when used intelligently. Recently our con- temporary, Broadcasting, surveyed stations on their reactions to the All-Industry presentation on broadcast advertising and reported that 959? of the nation's stations realize that educa- tion of the advertising industry on radio and television is essential. Broadcasting is now also canying the torch which lights up the truth of Broadcast Advertising Pays. Spreading the word that broadcast advertising pays is a big job and one that requires the teamwork of all the publica- tions in the field of advertising and sales. Sponsor never pictured itself as the sole protagonist for broadcast advertis- ing. Just as in the case of its fight for a new name foi "spot," sponsor wants to submerge its identity in an industry- wide effort. There really is advertising magic in broadcasting, and we're happy indeed that 95% of the industry believes that the good word must be spread . . . and is doing something about it. 102 SPONSOR Time - on - the - Air Isn't All ! WllQt happens when a manufacturer or his agent comes to WLW with a sales problem? If it's at all possible, he gets help. And help through time-on-the-air is by no means all. At The Nation's Station, this fact has long been recognized: advertising alone is seldom the com- plete answer to a sales problem. So WLWs ser- vice to advertisers goes much deeper. With a "know-how" peculiar to the area — and with un- rivaled facilities — WLW can help smooth out problems of distribution, selling appeal, packag- ing, dealer and consumer attitude and other factors which must be right if advertising is to be fully effective. Here's a Case history: Several years ago, a small local manufacturer came to WLW. Distribution was limited in Cincinnati — light and spotty in WLWs 4-state area. A distribution campaign, conducted by WLWs Specialty Sales division, was followed by a modest schedule of spot announcements. Recommendations were made on packaging, selling appeal, display and supplemental media. WLWs Merchandising Department helped secure dealer acceptance and store display. The result? Sales increased and expansion followed. In this area, the product is now the largest seller in a highly competitive field. The manufacturer is also one of WLW's larg- est and most consistent advertisers . . . the reason, we believe, why "radio advertising" was given as the factor which influenced pur- chases among nearly 70%of the product users, in a recent survey of WLW's consumer panel. Further, this advertiser has followed the same basic formula in other sections of the country ... so successfully that two additional plants have been established to supply the sales demand. The lessons and experience you may learn in WLW-Land will apply for all the nation. For the WLW Merchandise-Able Area is a true cross- section of America, an ideal proving ground for new ideas, products packages and techniques. Yes, the nearly 14 million people who live in WLW-Land mirror America. And with its un- equalled facilities — its man power and "know- how". WLW can help you learn how to reach them . . . and sell them. ( ) THE NATION'S MOST MERCHANDISE-ABLE STATION MORE LISTENERS PER DOLLAR • Cleveland's Chief Station gives sponsors complete co-operation . . . combines programming and promo- tion to deliver more listeners per dollar than any other Cleveland station. Take full advantage of this dominating cov- erage. Gear your sales and advertising plans accordingly! BASIC ABC Network Bill O'NEIl, President CLEVELAND 850 KC 5000 Watts REPRESENTED NATIONALLY BY HEADLEY-REED COMPANY EMBER 1948 • 50c a copy Why sponsors shift networks— p. 21 P&G sponsors a TV fashion show— p. 29 Sales managers' lament— p. 32 Ups & downs in selective radio— p. 62 1947 version: Smith Brothers in the Trade & Mark tradition — p. 24 The modern-day magic carpet is television. Through the air it glides, enchanting whole cities, captivating every member of the family. In Richmond the magic carpet is WTVR, "the South's first television station." Via the NBC Television Network WTVR brings the entertainment delights of distant regions to its viewers; just as its sisters, AM station WMBG and FM station WCOD, are delivering NBC favorites to Virginia listeners. Small wonder that Havens and Martin Stations are a habit throughout their area. \AFMBG am WTVR tv WCOD fm &fadf *-ffafamA iff ^ts/jyr'/Hti Havens and Martin Stations, Richmond 20, Va. John Blair & Company, National Representatives Affiliates of National Broadcasting Company TS.. .SPONSOR REPORTS. . OVER 1,000 MANUFACTURERS SHARING RETAIL RADIO COSTS FOOD AD-DOLLARS PRODUCING MORE SALES IN 1948 CLEVELAND LEADS IN TV SET SALES FOR ITS SIZE AREA CBS LOVES BING DIVIDENDS CONTINUE UP, ELECTION SPONSORS GET RADIO'S GREATEST BONUS BAKING INDUSTRY MAKES RADIO PLANS ..SPONSOR REPORT December 1948 Although NAB's report on cooperative dealer advertising reported over 330 firms sharing dealers' costs of advertising product of manufacturers (usually on 50-50 basis), actual count indicates total paying part or all of dealer's broadcasts nearer 1,000. NAB relied upon stations reporting and in many cases stations do not know if program cost is shared or not. -SR- Food sales per advertising dollar are currently 73% ahead of 1942, it is reported by Art Nielsen of A. C. Nielsen research organiza- tion. In same report Nielsen points out that retail food stock in- ventories are very low and that gross profits for independent grocers for 33 food products research-checked by his organization were off 3.3%, from 1947. -SR- Even before WNBK (NBC's owned and operated TV station in Cleveland) hit air, Cleveland was selling television sets faster, in relation to its population, than any other area. With WEWS operating alone, first nine months of 1948 indicated a minimum of 16,572 sets sold. -SR- WCBS' acceptance of "This Is Bing Crosby," Minute Maid Frozen Orange Juice transcribed program, only commercial recording scheduled for many a moon, is just another instance of how CBS is going all out to show what it could do for Philco evening Crosby program, if it were on CBS. -SR- Cash dividends for the third quarter of 1948 were up 14% over 1947 with SI, 385, 300, 000 being disbursed this year against $1,217,200,000 last year. -SR- Sponsors of network and TV election night returns received greatest bonus ever presented to advertiser in history of broadcasting. No sponsor received less than 100%; more time than he had expected and several reached several hundred times their expected audiences. One chain received bid for sponsorship of next presidential election on TV and radio on 3 November, voting day plus one. -SR- American Bakers Association is planning network public relations program for members. Broadcast will have twofold objective - tell- ing story of bakery foods and baking industry's attitude on national questions while current. SPONSOR. VoL 3. No. 2. December I!)'i8. Published monthly by Sponsor Publications Inc. Publication offices: 5800 V. Marcint St.. Philadelphia 'it. Pa. Advertising. Kdili iat. and Circulation offices. ¥) W. 52 •*>(., New York 19. N. Y. Acceptance under the act of June 5. I93'i at Philadelphia. Pennsylvania, authorized December •}. 19'i7 DECEMBER 1948 REPORTS... SPONSOR RE PORTS. .. SPONSOR R RESEARCH SUFFERING TV VIEWING CONTINUES UP RURAL RADIO NET EXPANDS BEYOND N. Y, SET SALE PROFITS INCREASE 52 WEEK PROGRAM SCHEDULE MAY BE NETWORK REALITY NO GIVE-AWAY REGULATIONS IN DECEMBER? INDEPENDENT STATION PACKAGE DEAL STILL IN WORKS While practically all opinion-research organizations lost few clients due to election polling fiasco, there is no record of any quantitative radio research organization receiving cancella- tions. Qualitative radio researching, especially those doing "pre- testing" of programs and commercials signed no new contracts during November, and in several cases lost clients. -SR- Metropolitan New York, which is still bellwether for what's going to happen when "everyone" has TV as well as radio set, had straw-in- the-wind report from Pulse, Inc., during November. Sets-in-use figures for TV-Radio homes for New York for August, September, October were released during month. They were: Combined TV-Radio TV only Radio only August 1948 30.2 20.2 11.7 September 1948 33.0 23.5 11.1 October 1948 33.5 24.1 10.8 These figures were for "average quarter hour sets in use for entire week, noon to midnight." -SR- Farm coverage is joining transit radio and storecasting as possible special service for FM stations. Although original plans of Rural Radio Network call for New York State network, stations in Connecti- cut and Massachusetts are being added. Since no telephone lines are used for connecting chain, low cost operations are possible. -SR- Most radio set manufacturers are reporting higher gross and net in- comes, with an important part of their income coming from TV set sales. RCA's first nine months showed net of $15,128,783 as against $12,233,758 for the same period in 1947. Philco reported $6,631,000 against $5,632,000 in 1947 despite increased reserve for "inventory control . " -SR- Despite union opposition all four networks will have more programs on 52 week basis in 1949 than ever before. Since networks are will- ing to make special payments for non-star performers used in repeats of midseason shows via transcriptions there isn't much unions can do about it. -SR- Regulations on give-away programs which were expected in December may not be handed down until well into new year. FCC would like to issue stringent rules "for good of industry" but don't like its de- cision being appealed to the courts, which it will be if tough. -SR- Plans for "package deal," whereby sponsors will be able to purchase sectional and eventually national coverage of all important markets through number of non-network stations being sold with one contract and one invoice, are moving slowly. 'Need of lining up key inde- pendents that are accustomed to going it alone has delayed deal. SPONSOR (J) Since 1922 (fy Since June 1947 li^l Under Construction Represented by the K a 1 1 Agency RvJODELfNO and mwlifieaiwaj-of the re in Oklahoma Oiiy's Municipal Auditorium Ts neat -ly Complete, V iUIkhl-MuI W KY-TV r operations . . . New mohih'T^i^^rin be mos^^ijftipfete and elaborate in industry; installation of equipment nearly completed . . . WKY-TV antenna, atop WKY's 915-foot AM antenna, will be the highest structurally supported TV antenna in the world . . . Exclusive contracts have been signed to telecast all University of Oklahoma football and basketball games, professional wrestling matches and midget auto races . . . Engineering, production and programming staffs are drilling and rehearsing . . . When \\ KY-TV goes on the air early in 1949, it will be television at its best, up to the established high standards of W k i ... It's not too early to make reservations for time on Oklahoma City's first television station. \\ KY-TV on the air early in 1949. Owned and Operated by The Oklahoma Publishing Company: The OKLAHOHAN and Times — ■ The Farmer-Stockman — KVOR, Colorado Sprincs and KLZ, Denver (Affiliated Management) DECEMBER 1948 flL * »■ 1 WS» %&l ^ SPONSOR REPORTS 1 40 WEST 52ND 4 ON THE HILL 10 MR. SPONSOR 12 P.S. 14 NEW AND RENEW 17 WHY SPONSORS CHANGE NETWORKS 21 RADIO SELLS COUGH DROPS 24 CRASHING FARM CIRCLE 26 P&G BUYS TV STYLE SHOW 29 SALES MANAGERS' LAMENT 32 GREETING CARDS ON AIR 34 MR. SPONSOR ASKS 36 TV RESULTS 38 SELECTIVE TRENDS 62 4-NETWORK COMPARAGRAPH 67 TV TRENDS 76 SIGNED AND UNSIGNED 80 SPONSOR SPEAKS 86 APPLAUSE 86 Published monthly by sponsor publications inc. Executive, Editorial, and Advertising Offices: 40 West 52 Street, New York 19. N. Y. Telephone: I'laza 3- 021 G. Chicago Office:1 300 N. Michigan Ave., Telephone Financial 1556. Publication Offices: 6800 North Marvinc Street, Philadelphia 41, Pa. Subscrip- 5"i a year; Canada $5.50. Single copies 50c. Printed in U. S. A. Copyright 1948 SPONSOR PUBLICATIONS INC COVER I'K 'I l l:l Toda ' Sn ithBrothere (William W. Smith II and Robert I. Smith) phow how they would have lo l founded the coughdrop firm. If fogrow the chin adornment. 400 West 52nd WRONG BISHOP In your very interesting article Religion Learns to Use the Air, in the November 1948 issue, there was a flaw, which in the interests of accuracy, I know you will wish to correct. The identifying caption of the picture on page 40 reads "Bishop Sherrill and Walter Abel interviewed at Great Plays opening." Instead of Bishop Sherrill, the caption should read Bishop De Wolfe of Long Island, as the picture was taken in Cathedral House, Garden City, L. I. on the occasion of Bishop James Permette De Wolfe's reception for the stars Celeste Holm and Walter Abel following the recording of Dark Victory. Philip Kerby Publicity Director H. B. Humphrey Co., N. Y. AGENCY LAMENT Your story on Station Managers' Lament was read very carefully at the agency. Several points were well made and will lead to some revisions in our own practices. However, I believe a major point which militates against stations is the original approach they use either through a sales rep or a member of the station executive staff. Agencies know that stations cannot spend too much time and /or money on network show promotion. I doubt whether many agencies actually expect a particular show or shows to receive much personal time and attention. Why, then, do stations insist on blowing their horns so loudly about what terrific promotional jobs they do for agencies and shows? The station oversells. The agency calls its bluff. The station backs out. Result: Pique on the part of agency and station. Let the stations try a little low pressure work from now on and some of the pressure would be lifted from their shoulders. When an agency has a really special promotion, something which would be good for everybody, the station should make an effort to handle same. This holds true, I believe, especially where a show has run for a number of years and consistently delivered audiences for the station. It doesn't happen often, un- fortunatelj , Additionally, agencies are in receipt of many a bound piece of literature with one radio spot enclosed as evidence that a (Please turn to page 6) Listeners Are a Dime a Dozen ...in Do/far Rich Pittsburgh That is. when you buy them on Pittsburgh's Major Independ- ent. WWSW! A 1 6 year long listening- habit, plus more sports, more news, more music, more special events will bring you a consistently higher percentage of the Pittsburgh audience for every cent spent! Right now, the RIG buy is the bright new afternoon-long "Melody-go-Round" — open for a limited number of an- nouncements every afternoon, Monday through Friday from 1 to 5 o'clock. Four hours of uninterrupted melody that is bringing substantial reaction, indicating a strong feminine listenership, day in and day out ! Join the throng of na- tional* and local adver- tisers who KNOW that it PAYS to use PITTSBURGH'S Major Independent WWSW, Inc. Sheraton Hotel, Pittsburgh, Pa. *Ask For joe Here in the prosperous corn-and-wheat belt, Mid-America's grocery bill last year was well over a billion dollars. In Kansas City alone, the average KCMO listener-buyer spent $793 in food stores for her family. Naturally, most of this food spending is done by women . . . and Mid-America women listen to KCMO . . . because they like KCMO's daytime schedule of woman-interest programs. Careful attention to woman- appeal programming means your food product advertis- ing on KCMO gets an extra chance to increase your share of the Mid-America grocery bill. To sell Mid-America's women . . . center your selling on KCMO. 50,000 WATTS DAYTIME-Non-Direcfiono/ 10,000 WATTS NIGHT-siofcc. National Representative: JOHN E. PEARSON COMPANY data from 1947 Sales Management Survey of Buying Power £^, OmDm/t-in/Wd-fherica! MID-AMERICA FACTS Population: 5,435,091 Area: 213 counties inside 50,000 watt measured V2 millivolt area. Mail response from 466 counties (shaded on map) in six states, plus 22 other states not tabulated. Population Distribution: Farm, 48%; city, suburban, and small town, 52%. Net Average Income: $3334 per family. Net Average Income Per Family in Nine Major Cities: $5606.* Food Sales— 9 Major Cities: $446,273,000 Total Mid-America Food Sales: $1,182,227,000' KCMO and KCFM...94.9 Megacycles KANSAS CITY, MISSOURI Basic ABC for Mid- America ONE station • ONE set of call letters ONE rate card • O NE spot on the dial DECEMBER 1948 NOW ! - television FOR THE WCH TRADING AREAI •, November 24, **•» WAVE-TV went on the a.r ^ .„ d n town Lou.sv.Ue, and ^ lotalg 41 J combined expeneoee el 5. -nleen honrs per wee"V We are now t^eeasUug severe sports, and feuding eig" ^"JcUereiaV —— ffi„re than two Hon lted «»«» bo'" '..., hv Free & joth NBC and ABC affi,rl represented bv " Televis»oU Networks ^■SS, KENTUCKY CHANNEL 5 PETERS, INC N„«)HrU REPRESENTEES 10 West 52nd continued from page 4 station has been promoting a program for 60 or 90 days. That type of evidence is more annoying than comforting. It would he better to keep the spot at home. We don't blame stations for not coming in on promotions. We do say they should be honest about the situation and not write a series of "hail fellow well met" letters indicating they are going to do something, when we know (and they know) they're not. Stations might remember that most of us have worked for networks and stations at one time or another. We, too, can de- tect the tongue-in-cheek and the empty gesture. As for prizes for all, some time ago we i ilk-red cash to stations carrying one of our programs. Any station could get the money to either pay for a single promo- tion stunt or help pay for a stunt built around the program. Well, quite a few stations asked for the money and came through with good stunts. Many did not. The question is: What will make a station do a promotion if cash won't? We happen to think shows can be made by local station effort. We are constantly working for better relationships with the stations and are willing to help them out as much as possible and wherever possible. Incidentally, publicity departments some- times have a hand in helping to pick sta- tions for campaigns. We know which stations produce good promotions and have no hesitation in recommending them when the matter is broached — as it is many times during the year. The problem is a knotty and important one. Perhaps network promotion heads, agency radio publicity heads and station representatives could sit down somewhere and thrash it out with a view toward setting up some kind of working arrange- ment which would satisfy all sides. From our side of the fence, we're per- fectly happy to forward good station promotion to the clients and bring it to the attention of our account executives. I refuse to believe the statement which a station manager made to me some time ago. "Hal," he said brightly, "we'll do everything we can to help you — except work!" Hal Davis Publicity Director Kenyon & Eckhardt N. Y. (Please turn to page 44) SPONSOR Emmet County is part of • • • IOWA SO IS Big Aggie Sam \. the winner! I capacity croud packed the ha1! park to •.<■<■ the II \ I \ Missouri Valley Horn Dance. Nothin' likr a celebration. Estherville's biggest took place October .l when Sam Naas, winner in Iowa of the WNAX 5-state Farm- stead Improvement Program, was presented $1,000 iii merchandise. Like this young Emmet county farmer, 1,043 other entrants from 203 counties have made substantial "Farmstead Improvements" — in- spired by this WNAX-inaugurated 3-year program. A notable example of hov> \\ N \\ continues — Serving the Midwest Farmer! Ask a Katz man It I SIOUX CITY * YANKTON *«!»«»• WITH THE AMERICAN BROADCASTING CO. DECEMBER 1948 The empty studio • • • No voice is heard now. The music is still. The studio audience has gone home. But the work of the broadcast has just begun. All through the week . . . between broadcasts . . . people everywhere are buying the things this program has asked them to buy. Week after week. From the beginning, the country's shrewdest advertisers have chosen network radio to maintain this weekly contact with then- customers. And in all radio, no voice speaks today with more eloquent authority or economy than that of CBS -first choice, among all networks, of America's largest advertisers. THE COLUMBIA BROADCASTING SYSTEM Advertising Allowances Must Be Watched Enforcement of the Robinson-Patman Act, which has been lax during the past 18 months, will be tougher after the first of the year. As business conditions become tighter, more independent merchants start complaining about "special" discounts and advising allowances which they claim are given "the other fellow." Innumerable cases where broadcast advertising allow- ances have been paid for one dealer and not given another are said to be on record. Excess Profits Taxes to Increase Ad-budgets Increased excess profit taxes, which seem assured next year, are already producing some advertising budgets that are bigger than they were a year ago. Corporations fear that amount of money they spend for advertising won't be permitted to jump radically when higher excess profits taxes go into effect. Taxes must, say tax experts, increase to at least 50% and there's a fair chance that in some brackets they may be set at 60-70%. Organizations feel certain that it's better business to spend the "excess" earnings in advertising than taxes. Social Security Benefits Up Increased social security benefits will release a certain amount of buying by over-60's who have been watching their nest' eggs carefully. Social Security benefits are expected to go up about 50% and the starting age to shift from its current 65 to 60. Banks Increase Advertising Plans Banks are due for a blast by President Truman who feels that they have done nothing to hold back inflation. As a pre- cautionary measure a few more advertising dollars will be spent by "big" banks throughout the country to "tell" the bankers' side of the story. Washington is in a position, through the Federal Reserve setting certain interest rates, to make banks sweat. Farmers Are Smiling Farm subsidies, which were held to be in question under a Dewey presidency, are now certain to be continued. Farm market will therefore receive increasingly more attention during 1949, from advertisers. "Musts" Take Over 50% of Consumer Dollar Groceries, direct taxes, apparel and housing, in that order will take over 50% of the 1948 estimated per-capita consumer ex- penditure during 1948. Groceries alone, according to the Bureau of Census, will take 21.9% of all the consumer spends. Cost of food will increase, so apparel expenditure is expected to decrease in 1949. Apparel took 8.5% of all monies spent by U. S. consumers in 1948. Tax for TV Bars? Looking for tax sources may bring the extension of the 20% entertainment tax to bars and grills with TV receiver installa- tions. Court decision in State of Washington, that even a juke box is entertainment, if a place to dance is made avail- able, is a straw-in-the-wind. When all the entertainment unions together couldn't stop the 20% tax for regular night- clubs, there doesn't seem much chance for TV, equipped bars. However, a fund of many thousands has been raised to fight the tax and it won't "slip" through without a well publicized yell. Another P. 0. Rate Increase? Postal rates, which jump in certain classifications after the first of the year, are due for another jump which will hit second class entry publications as well as all organizations using other than first class mail. Stepbrother treatment, which other than first class material is receiving currently, is just part of the cam- paign. P. O. wants to be self supporting, since this will make it easier to give the boys in grey some more money, which nearly everyone thinks is overdue. Richards' Station Case to Point FCC Attitude Radio industry is watching what action the Federal Communi- cations Commission will take on the charges that the Richards stations KMPC, WGAR, and WJR "slanted" news. Reason for the close watch is not that Frank Mullen (ex-NBC and now Richards stations' president) will he handling the defense, but the feeling that the FCC decision will indicate just how tough the Commission plans to be for the next four years. Washington Has Renewed Importance With Truman really in the saddle for the next four years, big corporations are laying plans for a far more intensive watch- dog operations in the Capital. No plans, they feel, will be good, without a clean-cut idea of what the new New-Deal will do. "Basing Point" Hits National Advertisers National advertisers are fighting recent decisions of the Federal Trade Commission forcing price setting on an f.o.b. basis and prohibiting absorption of freight costs. Business' recent tendency (pre-new basing point ruling) to establish a retail one- price system throughout the United States will have to be forgotten if the f.o.b. ruling stands. This will force local cut-ins on every network program using price-mentions. More and more price appeal copy is being broadcast and network traffic men worry about the day when 50% of all programs may have regional cut-in announcements. 10 SPONSOR M LA_M /. FLORIDA DECEMBER 1948 11 MORE People in this Billion Dollar Retail Sales Area listen to WPTF Than To Any Other Station! WPTF dominates all competition at all times. That's the report of the 1948 LISTENER DIARY STUDY. (Con- ducted by Audience Surveys, Inc. in WPTF's 62 counties with 50% or better, day and night, BMB coverage.) Findings include sets-in use, station ratings, share-oraudience flow and composition by quarter hours. Rep. FREE & PETERS, Inc. Mr. Sponsor Holier I >l. (pray Manager, Advertising-Sales Promotion Esso Standard Oil Company, New York Bob Gray had been with Esso* for just a year when the giant oil firm opened up the entire field of sponsored selective newscasts with the Esso Reporter in October, 1935. Prior to that, the wire services had been jealously refusing to sell news coverage to radio. The Esso deal changed all that. Hoosier-born Gray has followed in that pattern of new adver- tising wrinkles in the past 14 years. Gray and Esso were experimenting in TV as early as 1939 with telecast news on NBC. The TV know-how he gathered in those "early" days is paying dividends now. Esso's one- minute TV film announcements, seen in eight TV markets in the 18'State sales area of Esso Standard Oil, are among the best in video advertising. Esso Standard Oil is just one of the many affiliated and subsidiary companies of that granddaddy of the oil industry, Standard Oil Company (N. J.) but it sets the advertising and sales pace for the other members of Standard's far-flung family. It sells its products in states from Maine to South Carolina, and in Tennessee, Arkansas, and Louisiana, and accounts for a fair percentage of the $2,354,916,766 gross operating income Standard had last year. At least half of the $2,000,000 plus advertising budget Gray has been spending in 1948 was earmarked for one of several forms of broadcast advertising. The rest went for outdoor, publication and direct mail media. Esso air selling in 1948, under Gray's jurisdiction, included the Esso Reporter on 42 stations, film announcements on eight TV stations, and the U. of Arkansas football games (in a deal with Standard's Texas offshoot, Humble Oil) on Arkansas' Razorback Networks. Gray fre- quently urges Esso dealers to use radio on their own, sends them gratis air copy and e.t.'s, and reports more than 475 buy air time now. Esso's sprawling parent, Standard Oil Company (N. J.), bought the New York Philharmonic recently on 164 CBS stations to do a national institutional job for itself and member firms. However, Gray and Esso Standard have worked out a lend-lease deal by which 18 Esso Reporter shows (on CBS stations) plug the symphony on Saturday nights. In return, Esso products get a cut-in plug on some 54 CBS stations carrying the symphony in Esso territory. Gray makes even low-pressure adver- tising do .i selling job for his firm. / o Standard wot formerly called Standard Oil < <■ of %<•"■ Jersey . with Oif /hin nf tirm, tin name wot changed m February^ t948, 1 fter yean <rtn>i confused 12 SPONSOR listener Post war radio has seen many changes in listener trends. A good example of this is the recent survey made in the North Dakota market. Station KSJB (Columbia) with studios in Jamestown and Fargo now leads all others two to one. But why? There are two answers. The first is programming. KSJB takes full advan- tage of Columbia's shows. Then, every local show is designed to satisfy local tastes and "build" to the network. There are no abrupt changes of pace. The switch from "folk music" to ADVERTISEMENT symphony is gradual and with respect for the mood of the listener. An im- portant factor in maintaining audience and yet satisfying a mass market. The second reason for KSJB's re- markable gain is power. With 5000 watts unlimited, at 600 Kilocycles, plus remarkable ground conductively, they can be easily heard throughout the tri'State, 94 county market. These are the reasons why more people listen to KSJB. . . . They can hear KSJB . . . and they like what they hear. CBS Leads in North Dakota with KSJB 5,000 Watts Unlimited 8:00 8:15 8:30 8:45 9:00 9:15 9:30 9:45 10:00 10:15 10:30 10:45 11:0011:15 11:30 11:45 12:00 A.M. A.M. A.M. A.M. NOON 1 STATION 1 1 'A" FARGO STATION "B" BISMARCK — • KSJB JAMESTOWN & FARGO y k ■■■ * ■ ^ • + • • i • / • • / * V • • ^^ • r \ / ♦ \ w • / \ • • ^^ ♦ • \ ' W \ V i • / • / • / \ / > •• / •• • • • i • • '".. ••••••« •" * t g • -M- •— ^•.V- • • • • • • • • ••. '••♦.. ,yr — •• • •• »« • \ f • f i »•••••« • "« This survey was based on 1780 calls made in seven key North Dakota counties by Conlan Radio Reports. Other periods were also studied with the same results. KSJB led all the way. In the " Distribution of listening homes among stations" KSJB led by 54.4 mornings, 46.5 afternoons and 49.6 evenings, a better than two to one lead over all other stations. For complete details ask your Geo. Hollingbery representative to see the latest survey ... he has availabilities too. KSJB with Studios in Fargo and Jamestown /?&&& New developments on SPONSOR stories 'Give that s ponsor.. I" A COMPARISON of Rhode Island net- work-station rates shows the sponsor on the receiving end when he specifies \\ I CI . . . for here's complete coverage at considerably lower cost . . . releasing dollars for duty where the going is tougher. Current rates of the three com- peting 5000-watt full-time stations show for a five-a-week one-minute spot 26-week schedule — ■ STATION "A" 13% Higher STATION "B" 16*$% Higher STATION "C" 59% Higher THE LOW COST NETWORK STATION IN RHODE ISLAND IS 5000 WATTS DAY & NIGHT WALLACE A. WALKER, Gen. Mgr. PROVIDENCE, The Sheroton Biltmore PAWTUCKET, 450 Moin St. Raprti*nt»ttv*t: AVERY-KNODEL, INC. p.s See: "Petrillo Plans Ban Lifting" Iccno- October 1948, page 112 and p.s. November ' 1948, page 20 en the market? What is 1948, page 20 How soon will new records be the transcription picture? The recording ban is over — all except for the official blessing of the U. S. Department of Justice. This is no longer news to advertisers. What is news is the fact that all the disk manufacturers have plans ready for an intensive group of recording sessions in order to catch up on new tunes that have hit the best'Seller sheet-music lists since January of this year. The record business has been sorely hit by not having "hot" numbers on the dealers' racks. Recent consumer buying has been for necessities, and while a hit tune on wax is frequently judged a must for recorded-music fans, anything short of the current rage goes begging. Lack of new music on disks has also prevented disk jockeys from startling the nation with their favorite tunes over independent stations. Regular platter com- mentators at stations have held their fallowings with ratings only easing off from a fraction of one index point. They have held listeners because of their personalities — proving that general thinking was incorrect in assuming that it was the disks not the jockeys which were responsible for the high listening to record music on local stations. There isn't too much enthusiasm over the ban lifting at most transcrip- tion organizations. There won't be any great rush of orders for custom- built musical transcriptions but there are a number of orders for e.t. announcements for disking. Music libraries will of course "freshen-up" their collections and will continue at pre-ban levels. p.s See: "Music Libraries Stress Commercial Programing" ISSUd October 1948, page 41 To what central source can a sponsor go for data on e.t. musical library shows? It's important to advertiser and agency that they can go to a single source for information on the number and quality of transcribed musical library shows available for sponsorship. Through their program research service, the Paul H. Raymer Company, New York, is now set up to provide data on kinds and quantities of music; production; program scripts; promotion aids for library-built shows. In addition, the Raymer service is compiling information on the selling records of transcribed library shows sponsored on Raymer stations. The facts are available to anyone interested. Not only the management of library service disks and equipment but of the entire station disk library calls for a librarian with know-how if the station is to avoid headaches, mishaps' and lost dollars in utilizing its musical resources. To provide the necessary training of librarians at no cost to its stations, Broadcast Music, Inc., the industry's own music licensing organization, has just started a series of two-day model library courses, given in its New York headquarters. Transcribed music for backgrounds, etc., has already become so im- portant to television stations that Associated Program Service, Inc. has built a special television library of some 2,000 disks which 27 of the 43 stations on the air. as this story went to press, are now using. The library costs $75 per month (two year minimum contract) and at present the contract contains no escalator clauses. A station may feed the music to a network without extra cost to any station whose affiliates are Asso- ciated subscribers. Associated provides 2t lice replacements (breakage, wear and tear, etc.) a year, plus 25 new disks monthly which a program managei ma\ select either from the firm's catalogue or the regular monthly releases. 14 SPONSOR ■■■ it's easy, IF YOU KNOW HOW! Okipping the obvious puns about "bull," we'd just like to say that running a big-time radio station in the deep South requires some pretty fancy stepping which only experience can teach. KWKH has experience. For 23 years we've been working to take the guesswork out of programming — to put Know-How in! We know about Dixie devotion to tradition, and we know the progressive outlook, too. . . . We know our listeners' social and economic picture. We know what they want to hear, and when. What's the result? Well, of all the rated CBS stations in the country, Hooper ranks KWKH 10th in the morning, 9th in the evening. If you really want to boost sales in this prosperous, four-state area, write us for all the facts! KWKH 50,000 Watts DECEMBER 1948 CBS SHREVEPORTf LOUISIANA Arkansas Mississippi The Branham Company Representatives Henry Clay, General Manager 15 16 SPONSOR I new and renew M m New National Selective Business SPONSOR PRODUCT AGENCY STATIONS CAMPAIGN, start, duration American Chicle Co Bon Ami Co Chewing Gum Class Gloss Colgate-Palmolivc-I'eet, Inc. Colgate Dental Cream Gruen Watch Co Watches Lever Brothers Rayve Home (Pepsodent Div.) Permanent Vish-Kelvinator Corp 1949 Nash (Nash Motors Div.) National Dairy Products Corp Sealtest dairy products Old Dutch Coffee Co Personal Products Co RKO Radio Pictures Vick Chemical Co Coffee "Yes" tissues Movie: "Joan of Arc" Vick's VapoRuh Badger and Brown- ing & Hersey BBD&O led Bates Grey J. Walter Thompson (Chi.) Geyer, Newell & Canger N. W. Ayer Pock BBD&O 25-50 (Re-entering nikts used in summer 1948) 2-3* (Test campaign. West Coast. New glass-cleaner) 150-200* (Continuation of 1948 sched) Indef (Pre-Chrlstmas promotions) 200-300 (Natl campaign, major mkts) 150-200* E.t. annemts, breaks; Jan 1; 13- wks E.t. anncmtS, breaks; Dec 1; 26 wks Foote, Cone & Belding Morse E.t. annemts. breaks; Jan 1; 13-52 wks E.t. annemts. breaks; Nov S-l>,-< 15 (or later) E.t. annemts. breaks; Jan 1; 26 wks E.t. annemts, breaks; Nov-Dec (Natl campaign for new models) starting dates; 6-8-13 wks 50* Dorothy Dix (ABC co-op arrange- (ABC stas only. Dealer cut-ins ment) as sched MTWTF 1:45-2 Five O&O stas not co-op) pm; Jan 3; 52 wks 0-15 E.t. annemts; Nov starting dates 13 wks E.t. annemts; Nov starting dates; 13 wks E.t. annemts. breaks; from Nov 1 1 on; 1-2 wks per campaign (Limited regional campaign) 15* (Limited natl campaign) Indef (Intensive regional campaigns with roadshow dates) 100* 'Adding small stas in existing Vick major mkts) E.t. annemts; Dec 1; 6 wks *Station list set at present, although more may be added later. (Fifty-two weeks generally means a 13-week contract with options for 3 successive 13-week renewals. It's subject to cancellation at the end of any 13-week period) fl^y New and Renewed on Television (Network and Selective) SPONSOR AGENCY NET OR STATIONS PROGRAM, time, start, duration American Tobacco Co (Lucky Strike) Elizabeth Ames Co. (Perfume atomizers) Anheuser-Busch. Inc (Budwelser Beer) Artistic Foundation Co Associated Lace Corp B. T. Babbitt. Inc A. S. Beck Shoe Corp Botany Worsted Mills V \V. Ayer Ray Hlrsch D'Arcy Hirshon -Garfield Ray Hlrsch Duane Jones Dorland Sllherstein-Goldsmith Brentwood Sportswear Co J. R. Kupsick Bristol-Myers Co (all acceptable prods) Bulova Watch Co BVD Corp Celomat Corp (Vu-Scope TV lens) Chevrolet Dealers of N. Y. Cluett. Peabody & Co Inc Conmar Products Corp (zippers) David Crystal. Inc Curtis Circulation Co Dan River Mills. Inc Egan Fickett & Co (Punch & Judy oranges) Florida Homesltes. Inc Ford Motor Co Doherty. Clifford & Shenfield Biow Grey Tracy-Kent Cambell-Ewald (N. Y.) Young & Rubicam William II. Welntrauh BBD&O John A. Cairns Moore & Hamm Flint Kenyon & Eckhardt WRGB. Schen. WPIX. N. Y. WJZ-TV, N. Y. KSD-TV, St. L. WJZ-TV. N. Y. WJZ-TV, N. Y. WCBS-TV. N. Y. WNBT. N. Y. WCBS-TV, N. Y. WXYZ-TV, Detr. KTLA. L. A. WBKB, Chi. WNBT, N. Y. WBZ-TV. Bost. WRGB. Schen. WJZ-TV. N. Y. WCN-TV, Chi. WNBT, N. Y. WMAL-TV, Wash. WGN-TV. Chi. WNBW. Wash WCBS-TV. N NBC-TV net WJZ-TV, N. V. WJZ-TV, N. Y. WBKB. Chi. KTLA. L. A. WJZ-TV, N. Y. WPIX. N. Y. WJZ-TV, N. V. WPIX. N. Y.l WBKB. Chi. K I I \ . L. A. \ . DECEMBER, 1941 | ~— ~-~-~r~ 1 . r • v, Film annemts; Oct 15; 13 wks (n) Film annemts; Oct 25; 9 wks (r) Partic In "Fashion Story" ; Th betw 8-8:30 pm; Nov 4; 13 wks (n) Snapshots from Hollywood; 10-min as sched weekly; Nov 18; 13 wks (n) Film annemts; Nov 12; 26 wks (n) Partic In "Fashion Story"; Th betw 8-8:30 pm; Nov 4; 13 wks (n) Missus Coes A-Shoppin'; Wed 1 :30-2 pm; Dec 8; 52 wks (r) Film annemts; Nov 5; 4 wks (n) Film annemts; Oct 22; 13 wks (n) Partic In "Lady of Charm"; Tu as sched; Nov 16; 13 wks (n) Weather annemts; Nov 8; 13 wks (r) Weather annemts; Nov 5; 2-wk test, continuing if effective (r) Weather annemts; Oct 29; 13 wks (n) Weather annemts; Oct 8; 13 wks (n) Film annemts; Oct 22; 52 wks (n) Time annemts; Oct 29; 13 wks (r) Time annemts; Oct 12; 25 wks (r) Time annemts; Nov 1; 52 wks (n) Film annemts; Nov 1 ; 13 wks (r) Film annemts; Oct 30; 6 wks (n) Film annemts; Nov 12; 13 wks (r) Phil Silvers; Wed 8:30-9 pm; Nov 24; 13 wks (n) Partic in "Fashion Story"; Th betw 8-S:30 pm; Nov 4; 13 wks (n) Partic in "Fashion Story"; Th betw 8-8:30 pin; \o\ 4; 13 «ks (n) Film annemts; Nov II (thereafter monthly for week of publica- tion of Ladies Home Journal); indef (n) Partic in "Fashion Story"; Th betw 8-8:30 pm; \..\ I. 13 wks (n) Partic in "Comics on Parade"; Sun betw 5:30-6 pm; Nov 21; 4 wks (n) Partic in "The Fitzgeralds"; Mon betw 7:15-7:30 pm; Noi 21; 6 wks (n) Annemts; Oct 11 ; 24 wks (n) Ford Theater (teletranscriptions); Sun 1-hr as sched monthlj Oct 17; 52 wks (on K Ti.\. until CBS affil starts telecasting) (n) Genera] Electric Co Maxon Gruen W atch Co A. 1). Juilliard Co Lever Brothers I bus. II. Lipton l)iv.) I Iggetl .\ Myers Tobacco Co Newell-Emmetl Grey Gotham ^ oung & Rublcam Lionel < !orp PhiUp Morris & Co National Plywoods, Inc < llilsinol.il,- |)iv. of General Motors < !orp iv |.si ( ola (in of <:iii. Pioneer Scientific Corp (Polaroid I \ lens) Procter & Gamble ( !o C. H. 1). Robbins Dress Co Ronson Art Metal Works Sta-Neet Corp (haircut comb) Sterling Drug, Inc (Centaur-CaldweU Di\. for "Mulle Brushless") Transmlrra Products (TV filters) Trans vision, Inc < T\ kits.) Unique Art Mfg Co K.iss Blow MacDonald-< took I). P. Brut b. ■ i ay ton ( lompton Henry .1 Kaufman Cecil & Presbrej Mayers Young & Rublcam Smith. Bull ,N Mil reerv II. J. Gold Gram l niud Cigar-Whelan Stores, Inc Vlck Chemical Co WaU n Tele-Vue Lens I .• Stephen F. Whitman Stanton B. Fisher Morse international ( '.ay ion Ward W heelock ABC-IA nil WFIL-TV, Phila. WJ/.-IN \ 1 I Its- I \ nil W \\ /-I \ . Deir. ABC-IA mi W B/- T\ . Bust. WENR-TV, Chi. VVNB1 n 1 WGN-TV, Chi. VVRGB, S, hen W Mil. N. V. WNBW. Wash. NBC- TA in i W M \l I \ . Wash WBZ- I A . Bust. WCBS-TV, N. V. W Mil V V. VVNBT, N. Y. WBZ- l \ id. si WBKB, Chi. KTI.A. I \ \\ MIT, N. Y. DuMont nel NBC-TV nel NBC-IA mi WPIX, N \ Stop Me If You've Heard This One; Sun 8-8:30 pm; Jan 2; 52 w ks (n) Time anncmts; Oct 25; [3 wks (n) Par tic in "Fashion Story"; Th hctw S-«:30pni; Nov 4; I3wks(n) Client Scouts (simulcast with AM radio); Moll 8:30-9 pm; Dec 6; 13 wks (n) Film anncmts; Nov 17; 52 wks (n) Tales of the Red Caboose; Fri 7:30-7:45 pm ; Oct 22; 13 wks (n) Film anncmts; Oct 25; 13 wks (n) Second Guessers; 15-min as sched weekly; Nov 7; 13 wks (n) NBC-TV Newscasts; Wed 10-10:10 pm; Oct 27-Nov 10 (thereafter on full NBC-TV net); 13 wks (n) Sparkling lime; Wed 8:30-9 pm; Nov 10; 13 wks (n) Film anncmts; Nov 3; 13 wks (n) Film anncmts; Oct 30; 13 wks (n) Film anncmts; Nov 6; 13 wks (n) I'd Like to See; Fri 9-9:30 pm; Nov 5; 13 wks (n) Parti C in "Fashion Story"; Th hctw- 8-8:30 pm; Nov 4; 13 wks (n) Time anncmts; Oct 11; 12 wks (n) Film anncmts; Nov 15; 13 wks (n) Film anncmts; Oct 16; 8 wks (n) Film anncmts; Nov 8; 13 wks (n) Anncmts; Oct 15; 6 wks (n) Film anncmts; Oct 1; 13 wks (n) Film anncmts; Nov 24; 13 wks (n) Charade Quiz; Th 8:30-9 pm; Oct 21; 13 wks (r) Picture This; Wed 8:20-8:30 pm; Nov 10; 13 wks (n) Great Fights; 5-min film as sched following Gillette bouts; Oct 15; 13 wks (n) Film anncmts; Nov 15; f>li"its h>r tttrre successive 13 week renewals, lis subject to cancellation at the end of any 13-ic*ek /* Renewals on Networks SPONSOR AGENCY NET STATIONS PROGRAM, time, start, duration ( barter Products Inc Club Aluminum Products Co Continental Baking Co International Milling Co Ludens in. Swift &■ Co Sullivan. Stauffer. Cnlwell & ABC S9 Bayles I.eo Burnt- 1 i Mil 5(, leil Bates CBS IV ( rooks MBS 117 .1. M. Mai his CBS 161 .1 Walter Thompson Mil 289 NBC 162 Jimmie Fidler; Sun 10:30-10:45 pm; Oct 3; 52 wks Club Time; Tu 10:45-11 am; Nov 2; 52 wks Grand Slam; MTWTF 11:30-11:45 am; Nov 22; 52 wks Oueen for a Day; MVYF 2-2:30 pm (alt 15 min segs); Oi I 1 1 ; 52 wks Strike It Rich; Sun 5:30-6 pm; Nov 28; 52 wks Breakfast Club; MTWTF 9:15-9:45 am; Oct 25; 52 wks Meet the Mccks; Sat 11-11:30 am; Nov 6; 52 wks New Agency Appointments SPONSOR PRODUCT (or service) AGENCY I III illl \llllll 111! V \ Arnold Bakers Inc. Port Chisi, i N 1 \/ni Brewing Co. San Diego c ii i ei Produi is In, N ^ Cinderella Foods Inc. Dawson Ga. Iiilsi.n Candy Co, N t Eberhardl & Ober Brewery, Pittsb. Emerson Radio Co. N. Y. Federal Old Line Life Insurance Co. Seattle Gantner .N Mai urn s l Garcia & O'Connell, Sebastopol Calif. Iladilail-Wllhclm Inc. 1 A Hance Bros & While Co. Phila. Harvard Brewing Co. Lowell Mass. John l r \ i nii shoe Corp, Boston, Karlcrs Cough -I ./>■ Co, Detroit Kellogg Co I. id. London Ontario Levei Brothers < •■ (Pepsodenl dlv), Cambridge Miss Mill, i Brewing Co, Milw Nestled, n ^ Wines Bread, rolls A. B. C. Beii Si ,il> Inc. Chi. ■ ayloi Reed • orp, Glenbrook Conn. I nlversal Carloadlng & Distributing Co Inc, N. w hltehall Pharmacal Co, N ^ u ii Mfg • .. In. l'hila. n.ii i asan Peanut but lei Delson I hin minis Beer Radio Insurance . Swim suits i Sauce dehydrated apples Dolly Madison Wines Pharmaceuticals Beer, Ale Shoes Cough-Eze Breakfast foods Lypsyl Beet Nis. afe. milk prods Mil I IISSIS i ocoa-Marsh Tumbo Puddings Frelghl foi warder Mj st i. Il.iii.l ( acam U Miliar Peanut But tit William von /.chic. N. Y Benton & Bowles. N. V. Zeder Talbott, Detroit Raymond Sped or, N \ Beaumont & I li.li iii.m . Atlanta Samuel CroOt . N ^ Smith, Taylor & Jenkins, Pittsb Blaine- I hompson. N. Y., for TV Pa* ilu Nai ional. Seat lie Kim hi mil & Ryan. S. F. Beaumont id llohman, S. F. Davis, L. A. Aitkin- Kynet I. Phila. Duane Jones. N. Y. Kay Austrian. N. Y. Luckoff. Wayburn & Frankel, Detroit kenyon & likhanll. Toronto RutiirauiT i\ Ryan, V y., foi Canada adv klau-Yan Piiiiisniii-Duiilap, Milw. Dohirtv. Clifford & Mi.iih, I.I N ^ Robert w . on. N. V. st. Georges & Keyes n \ Raymond Spector. N. Y. Harry B Cohen, N \ ( Jemenis. Phila. I 'lease turn to page 80) OPENING COMMERCIALS ARE REMEMBERED BY IOWA LISTENERS/ he 1918 Iowa Radio Audience Sur- vey* proves that Iowa listeners remem- ber the opening commercial of the first program heard each day, and can later identify the product! 48. 3( r'( of Iowa women and 47.3% of Iowa men report they hear the first commercial of the day's first program. 70.7% of the women and 65.3% of the men could definitely identify the prod- uct advertised ... Conclusion: Iowa radio listeners give extraordinary listenership to radio! The 1918 Iowa Radio Audience Survey is full of just such "new information not previously gathered about listening habits in Iowa," as well as the newest and most up-to-date revisions of stand- ard information on station and pro- grain preferences, etc. Send for your complimentary copy today! Write us or Free & Peters. * The 1948 Iomu Radio Audience Survey is a "must" for every advertising, sales, or marketing man who is interested in the Iowa sales-potential. The 1918 I iliiiini is the eleventh annual study of radio listening hahits in Iowa. It was conducted hy Dr. F. L. Whan of Wichita University and his staff, is based on personal interviews of 9,224 Iowa families, scientifically selected from the city. town, village and farm audience. As a service to the sales, advertising, and research professions, WHO will gladly send a copy of the 1918 Survey to anyone interested in the subjects covered. WIN® +/©r Iowa PLUS + Des Moines . . . 50,000 Watts Col. B. J. Palmer, President I*. A. Loyet, Resident Manager FREE, .^PETERS, INC., National Representatives DECEMBER 1948 19 , ■iii,,'iiiiiiiiiiii Hiiiiip There's a lot more to it than this . . . The real question is — where and to whom is that commercial message going? . . . and what is it going to do when it gets there? Radio waves travel indiscriminately in all directions. So do a lot of sponsors' sales stories. In advertising this means waste circulation, a very expensive luxury. If your aim is to reach exactly the people you want in exactly the markets you want ... if you appreciate being able to concentrate your sales effort in one area and go easy in another ... if the flexibility of short-term contracts appeals to you . . . if you like to select your own program times regardless of zone differentials ... if you want to make every advertising penny count (and who doesn't! ) . . . then — the place for a large share of your advertising budget is National Spot Radio . . . and the place to get all the information, guidance, facts and figures about Spot Radio is... Weed a n ci co m p a n y radio and television station representatives new y o r boston Chicago S .1 II I .1 11 C 1 s c o a t 1 a n t a 20 » d e t t o i t Hollywood SPONSOR At meetings such as this, sponsors change networks. (Left to right) Bill Weintraub, Ed Kobak (MBS), Edward Kaiser, Guy Lombardo, Harry Trennef Why sponsors change networks ^^^to-i^ Sponsors change networks for every reason from pique " to interlocking directorates. And there are more changes because of irritation than because of the fact that an advertiser's stock is held by interests which also hold stock in a network. Colonel Robert McCormick for instance is an important stockholder in General Foods but G'F buys very little time on WGN, which McCormick owns or on Mutual, of which WGN is a 20c(' owner. A like situation exists with Rexall, of which Edward J. Noble, majority owner and chairman of the board of ABC, is an important stockholder. ABC has still to have any Rexall network business shifted to it. DECEMBER 1948 On the other hand the shift of American Tobacco's Hit Parade from CBS to NBC is said to have been more because of the recommendation of a program executive, eX'vp in charge of programs of CBS and radio head of the then ATC agency, Foote, Cone & Belding, than because of any other single reason. His memory of CBS was said to be not too happy. The entire broadcast schedule of a condensed milk firm shifted from one network to another because of the manner in which the sales manager of the network handled the shifting of a necessary time slot for the milk firm. In the pique shifts, there is always an apparently good reason for the moves. Seldom is a changeover from chain to chain made unless it will stand up on the surface. It is axiomatic that the madder a man becomes with a medium, the more energy he expends in finding a good sub' stitute for the medium which has raised his ire. NBC is delivering a higher Hooper for the Hit Parade than its previ' ous network. The milk company's pro- grams haven't been too set in their present slots to give a clearcut indication of how they'll deliver. In the latter case the annoyance of the executives with their former network was such that the president of the company in a closed cir- cuit talk to station managers of his new network pointedly told his listeners that he was on the new network because "we have not been entirely happy in our per- 21 Program shifts cost ehains sponsors. When Lever Ilros. wanted CHS from U to I O.: ; Lux Theater was producing audiences for Lever Brothers so they wanted to collect on them 2 "My Friend Irma" was building quickly so Lever wanted it real close to Lux Theater "Screen Guild Theatre" had to move to make way for "Irma," so NBC landed the Camel show sonal relationship with the network with which we have been associated." It was necessary that he explain the shift s'nce the business of his firm had increased 316% while he was on the old network and at a rate 41 ■> times faster than the rest of the industry of which the company is a part. And 100% of this company's adver- tising was in broadcasting on the old net- work during this period. For years, shifts from network to net- work have been from lesser to larger chains, from a big network to a bigger. These automatic shifts are becoming less and less and each of the four nationwide webs takes clients from each other. There are many reasons for this, not the least of which is the fact that each of the net- works has time periods in which it dominates listening. Each of the networks have price sched- ules that differ. Although there is very little ratewise to choose between CBS and NBC, there is a great difference between ABC rates and the major networks and still greater differences between IV1BS and the other three chains. When it comes to cost-per-listener, rate cards are virtually discarded and it's every salesman for himself. Since pro- grams, not facilities, are responsible for listening, costs of reaching prospective buyers of each advertised product, cannot be based upon station coverage, signal strength, and other facility factors. Thus network sales promotional men have field days when they go to work on a prospec- tive advertiser. One chain made a pre- sentation to a client which included five errors of facts and figures. A competing network was shown the first web's pre- sentation and answered it with a well thought out and documented broadside titled No Hits! No Runs! Five Errors! P.S.; the second network landed the account. Presentations seldom are credited with bringing an account to a network. They Nine Reasons. Why Sponsors Change Networks Time Petty Availabilities* Annoyances ' Including ad|ac«nci« 1 More Promotion Programs Costs Network Friendship Ftomctol Interest Salesmanship biie & Coverage in Networks >lon«l ;i> h i liis happened imel wanted both NBC and CBS audiences - shifted Bob Hawk to CBS 10:30 on Mondays pave the way for an advertiser to be sold, that's all. For a number of years before U. S. Steel was ready to use broadcast advertising CBS had been making annual presentations to them on how to use the medium profitably. When Steel finally made up its mind, CBS had no satisfac- tory time slot available and ABC landed the very luscious plum. CBS has been fighting during the last few years to bring Steel to Columbia but thus far ABC has held on the business. In the past the number one considera- tion in a network shift, barring personal considerations, has been time availability. When a spot was relinquished by a big sponsor on NBC a few years ago there was a priority system which made the spot available to an established waiting list. This "favorite son" type of opera- tion has been discontinued recently and now it's a matter of program and other considerations that makes an NBC good time period available to certain sponsors — when it is available. A sponsor with a hot audience appeal program is always welcome at NBC which is generally far more interested in the vehicle a sponsor will bring to the network than the adver- tiser himself. This doesn't mean that an advertiser receives short shrift at the senior network but that he must be show- manship minded if he wants a premium time spot on NBC. Programs build listening habits as well as products and networks, and the advertiser who has a high Hooper program will have networks move heaven and earth to win him. One of the most desired programs on any network is CBS's Lux Theater. There hasn't been a year that NBC executives haven't traveled to Cambridge, Mass., to talk to the executives of Lever Brothers in an effort to sell them the idea of shifting the program to National. In its efforts to hold Lux, CBS was forced to ask Johns- Manville to give up the five-minute daily 8:55-9 p.m. newscast which it had spon- sored for years. Lever wanted to sponsor the program aired before and after its Lux Theater, and didn't want its block of programs interrupted by a newscast. There was also the consideration that Campbell Soup's sponsorship of Edward R. Murrowat 7:45-8 p. m. was thought to be too near the 8:55 p.m. period to justify two newscasts. Thus Johns-Man- ville was requested to shift to another time period . . . later in the evening. That didn't sit too well with J-M and so the program moved, newscaster Bill Henry and all, to Mutual. Lever Brothers there- fore has a block of contiguous programs from 8:30 to 10:30 p.m. This made possible a sizable discount for Lever Brothers. It also made it possible to collect upon the fact that Lux Theater's audience was one of broadcasting's top group of consumers. Listeners generally don't change their dial settings before and after every program. They put the Lip- ton Tea (a Lever subsidiary) program, Arthur Godfrey's Talent Scouts, right be- fore the Lux Theater and My Friend Irma, now selling Pepsodent, directly after it. Since these are three non-cempeting products, all profit from the move. These moves were not without theirsponsor attri- tion to CBS. Before the Lever Brothers block was scheduled the Camel-sponsored Screen Guild Theatre followed Lux and was frequently in the Hcoperated First Fifteen along with Lux Theater. CBS notified Camels that Screen Guild Theatre would have to move to 10:30 p.m. Dramatic programs at 10:30 p.m. seldom gain sizable audiences (as a matter of record listening tapers off starting around 10:15 p.m.), and so NBC made a pitch to Camels to shift the Screen Guild Theatre to NBC Thursdays at 10 p.m., a spot which then was occupied by Camel's Bob Hawk Show. The case it made for a dramatic program to follow the Thursday situation comedy block which had been on NBC for years Aldrich Family, Burns & Allen, Kraft Music Hall, and Scaltest Family Store sounded logical. NBC won the Screen Guild Theatre for Thursdays but Inst Bob Hawk to CBS in the shift. It did a good job selling the shift of the dramatic program but didn't prove its point that both programs ought to be on NBC. Bob Hawk took over the 10:30 p.m. slot on CBS Mondays still holding on to some of the audience that Camels had had with Screen Guild Theatre previously 30 minutes earlier. Forced program shifts have lost spon- sors to networks. This is true even when the shifts appear to be for the benefit of the advertiser. Some years back CBS de- cided to try to build a listening habit for ( Please turn to page 82) DECEMBER 1948 23 21 Tears in Radio itio.nh ;in| in^ up and down with tin* Sin i ill ItrotlicrK TRADE MAR K. Eighty-nine years after they first advertised their prod' uct,* modestly for the times, as "a cure for hoarseness and every kind of cough not positively incurable," radio changed the basic product advertising policy of the venerable Poughkeepsie firm of Smith Brothers, Inc. Changes come slowly to Smith Brothers, and to many another U. S. firm that has survived a century of hard competitive business. Advertising tends to develop into a sort of ivy-covered tradition. But in 1941, something happened to change nearly ten decades of Smith Brothers ad- vertising, and that something was selec- tive radio. Smith Brothers' tendency was to try and sell most, or all, of their products at one time in their advertising. The idea was that if "you sell the company, you sell the products." It had worked for years, never with startling success, in space advertising (but bearded Smiths be- came part of Americana as a result) and in network radio. When Smith Brothers added menthol cough drops to their orig- inal line in 1922, they sold them as "SMITH BROTHERS . . . black or menthol." By 1941, the menthol drops were well established in the markets (East, North Central, and Northwest U. S.) where the major part of America's $25,000,01)0 annual business in cough drops is done. Menthol drops accounted for nearly J5( , of the Smith firm's then-$5,000,000 yearly sales. At that point in the history of Smith Brothers advertising, the advertising bud- get of some $100,000 was split between magazines (50%), newspapers (30%) and national selective radio (20%). Radio was handled on a "live" basis, with local announcers reading the familiar copy themes sent them by the J. D. Tarcher agency. Selective radio was being used, because after 10 years of seasonal network radio Smith Brothers had switched over to the selective basis in 1937 to cope with reduced budgets. One of the Smith executives, Lewis Shaw (then assistant to the late J. Stuart Bates, vp in charge of sales and advertis- ing; currently holding Bates' job since 1945) had the feeling that something was definitely wrong with the Smith Brothers' use of the air. The Tarcher agency, "The first advertising appeared in 1852, pit years after Smith Brothers went into business. It was in the back of this store that "cough candy" was first cooked. Store still houses a restaurant with a national reputation-Smith Brothers Cough Candy. THE subscriber, at N .. 23 Market Street, Pongh keepsie, manufactures a COUGH CANT) V which has stood a test which has established its superior qualities t« the Hatisfaction of all who liavo had occasion to try it. That it is of the highest value for the purposes for which ita inten- ded might be shown by scores of certificates, bnt they are un- necessary where the article is manufactured. Its reputation as a cure for hoarseness and every kind of cough not positive- ly incurable, is established so firmly that it cannot be shaken, and those who want convincing only need to make a trial. — All riftlicled with Hoaiseness, Coughs, or Colds, should test its virtues, which can be done without the least risk. Sold wholesale and retail at 23 Market Street, and also by Dr. E.TiuvETT.and Van Valkkniu'Roii & Cokkin, Drug- gists. A liberal discount made to dealers. WILLIAM SMITH. Poughkeepsle, Dec. 10. 1852. 3m67 This ad introduced Smith Brothers cough drops. For 75 years newspapers carried S-B ad burden which had been placing Smith advertising for nearly 25 years, assured him politely that he was wrong. Selling menthol cough drops and black ones separately (Shaw's idea), said the Tarcher agency, wouldn't make any difference. Shaw determined to find out for him- self. One of the local voices that had sung the praises of Smith Brothers was the sleepy-voiced, red-headed guy named Arthur Godfrey. When Godfrey came up from Washington's WTOP to do a morn- ing show on WCBS (then WABC), Shaw went to him with a proposition. Over a luncheon table, Shaw said that he was going to buy time on Godfrey's show, but he wanted Godfrey to plug the menthol cough drops only. During the seasonal cycle of Smith Brothers advertising in the 1941-42 period, Godfrey bore down hard on menthol. The New York market that Godfrey was selling to was a good test case, because the other Smith advertising in New York, like the entire national media used by Smith, was selling both products at once. Furthermore, the sale of Smith Brothers menthol cough drops in New York was below the national average. When Smith Brothers sat down to view the returns at the end of the season, they found that their national increase in the sale of menthol cough crops was 12%. But, their sales increase in the New York market for menthol was 30' , . Smith Brothers decided there and then (Please tarn to page 40) In 1927, Scrappy Lambert and Billy Hillpot (with Shillkret in middle) sold SB cough drops Arthur Godfrey proved that the SB had to re menthol and black cough drops separately All Poughkeepsie turned out to celebrate Smith Brothers Centenary at the SB restaurant. Current SB are in middle under "Trade" and "Mark S ** * v ±* £. M \fi fy&«^— . as b. Comes the moment in a folk music broadcast when the boy and girl step up to sing of love. Dewey Price and Betty Johnson of "Carolina Hayride' How I o trash the farm circle Cowboy groups and religious iiiusie an* tin* onlv sure I'ire fuvorilos ffi ffi 26 To sell a farm audience you've got to make them listen, and they, like anyone else, listen to what they like. What do they like? Do their tastes differ sharply from their urban cousins'? Are regional differences im- portant? National surveys throw some light on these questions. But the accumulated wisdom of stations who cater specifically to rural dialers are better guides, in many instances, because they take into account important regional preferences. A com- mercial designed to sell a big city audience SPONSOR is definitely not, in many cases, an effec- tive approach to farm audiences. What's the best way to talk to farm women in the daytime? Obviousl) there's no one "best" way. But station managers who specialize in reaching Mrs. Farm Housewife and groups who have made independent studies of farm listen- ing have discovered certain facts as a guide. Farm women, like their urban sisters, listen to news, service programs, and entertainment such as music, drama, comedy, etc. News is first with them as with city listeners. As with non-farm listeners, news and music, in that order, are the most popular program material with farm women throughout the country. Music of a religious tone is liked best, with oldtime (including folk, western, hillbilly, etc.) a close second. Regional preferences in music, however, vary con- siderably. Successful farm stations are extremely sensitive to the likes and dislikes of their dialers to individual musical artists as well as types of music. It is one of the unsolved sorrows of many farm station managers that they find it so difficult to convince the gentlemen of Madison Avenue (as one manager put it) of the terrific hold folk music has on its rural devotees. One farm station manager submitted four hillbilly-type quarter-hour shows to the agency and advertising manager of a large soap manufacturer who requested daytime availabilities. They rejected the shows with unprintable comments (seems they weren't hillbilly music fanciers). They wanted a typical soap opera. When the manager refused on the grounds his audience liked his musical shows better, the company doubtfully gave in, in order to get the desired time. Results made believers out of the ad manager and account executive involved. This same station manager, himself no lover of hillbilly music, has an acute sense of just what his farm listeners like best. "If I find my wife and daughter listening to one of my hillbilly units, I get rid of the fiddlers quick," he said, "because they're too good." What he really meant to emphasize, of course, is that folk music in just the right groove to best suit the majority of his listeners is a highly special- ized product and can't vary much from the favored pattern without losing listeners. Other instances of regional preferences are reported by a U. S. Department of Agriculture survey. Religious music and programs are twice as important to Southern farm women as they are to RANGE MUSIC is big out west, KABC, San Antonio, serves comedy and cowboys lor lunch SPIRITUALS are a must for rural programing. WRFD, Worthington, O., features the Columbians BARN DANCES attract live and air audiences. KSTP, St. Paul, reaches great audiences with unit DECEMBER 1948 27 WASHBOARDS are hillbilly ins rjments and nat- TROUBADOURS with guitars give farmers' daugh- jally KMBC (Kansas city) features one in a band ters heart throbs. WLW's Kenny Roberts is typical "UNCLES" still pull ears of the wee ones in rural SISTER ACTS, like the Murphy Sisters at WFIL areas. WMT (Ceder Rapids) has Uncle Warren (Philadelphia) are great farm family drawing cards residents in North Central states and four times as important to them as to farm women in the West. Such regional variations aren't limited to a single type of program, but apply to all types. The Department of Agricul- ture national survey of 1945, and indi- vidual area surveys since, indicate that daytime serials (soap operas) rank some- where below news, music, religious pro- grams and other entertainment shows. But that rank order doesn't always hold good in area by area listening. A notable farm station like WLW Cin- cinnati) produces more than 40'j of its own shows. Yet it will have more than twenty serial dramas (mostly network originations) between 9:30 in the morning and 6:00 in the afternoon. There is currently a block of 17 afternoon serials. At noon and before 9:30 a.m. on week- days there are some half dozen news, service, and entertainment features pro- duced specifically for farm listening. Daytime serial listening tends to in- crease as the size of the community de- creases and the educational level de- creases. Nevertheless, this is probably the outstanding daytime program type, other than news and Breakjast Club type shows, the content of which need not necessarily be specially slanted in order to achieve maximum urban and rural listening. This has a bearing on the fact that another famous farm station, W1BW (Topeka), a CBS affiliate, offers its listeners only seven daytime serials (two in the morning, five in the afternoon^ WIBW's programing is designed 1 009c for rural listening, and they prefer to build the majority of their daytime programs with a more pronounced rural appeal. The same is true of WLS (Chicago) and other leading farm stations. It is es- pecially true of farm stations whose cover- age includes a more important agricul- tural than urban area. Stations like WRFD ( Worth ington, Ohio), for example, simply make it their business to learn the program likes and dislikes of farm listeners in their area who aren't devotees of the daily strips. WRFD first went on the air in Sep- tember, 1947. A recent survey of rural Families only in Ohio's 88 counties by the Fred A. Palmer Company disclosed that WRFD was second only to WLW as rural Ohio's favorite station from sunup to sun- set. when it leaves the air. Their audiences like music with the "homey" flavor; so they get an abundance of familiar show tunes, songs from the Community Songbook, hymns, old favor- (Please turn to page 40) PHILOSOPHERS, home spun style, pull enormous mail. WIBW (Wichita) has "Henry's Exchange" QUARTETS (boots and saddles give) Western slant to Minneopolis' WCCO - Murphy Barn Dance PICTURE STORY OF THE MONTH 1. jrjno behind each script is checked by "Fashions on Parade" executives lilt/d President Leon Roth, Arthur Knorr, Charles Caplin and Marty Fink 2 - clothes are picked by commentator Adelaide Hawley, so she always sounds authoritative on telecast-pantomime which she voices PM show Soap company's first TV venture reaches I lie well-ilresscd women M^ accessories lend extra feminine interest to every program and they're picked with special care by Miss Hawley for each costume Only a small percentage of women even pretend disinterest in what they wear. It's this fact that has made Friday evening lady's night in many TV homes. Friday at 8 p.m. (est) Fashions on Parade takes over the DuMont network for a half hour. The title is really a misnomer since telecast is actually a story of Fashions at Work. This style show is presented as a tale in which the Conover Girls are char- acters in a story — a bit of fiction designed to demonstrate how good clothes and accessories contribute to daily- living. Adelaide Hawley, broadcast pioneer and fashion commentator, is the voice behind the program. It was first sponsored by a number of department stores but now its over-all sponsor is Procter & Gamble. P&G pays the bills for the time and a number of fashion houses pay the cost of the production. It's an expensive present.i tion but with the bills split many ways no single sponsor is caught with a big tab. While the fashion sponsors change from time to time, current regulars are Ivel Furs, Gotham Hosiery, Larry Aldrich, Sheila Lynn, Dorian- Macksoud, Palter DeLiso and Wilma. Each week the staff of Fashions on Parade dreams-up a plot in which fashions selected by Adelaide Hawley can be telecast beautifully. Each week Procter & Gamble tells the fashion-minded viewers why its products simplify the care of beautiful wearables. The TV wedding of style and its upkeep is a natural for all concerned. 5. r>nmmnn+irw n carefully checked by Miss Hawley during rehear- l/OIMIMcllldry sal, for feminine le viewers quickly catch fashion errors 6" Ctllflin a* DuMont's John Wanamaker installation has as many as six stag> OlUUlU as models make'eostume and accessory changes in order that each Q * P&fl hllVQ the show. Bill Ramsay signs for sponsor. DuMont's Hum I ■ pntTlTlPrpifll '» designed as a logical part of fashion telecast, demon U ' aU UUJ° Grieg and Benton & Bowies' Walter Craig look on ,U UUIIHIIWWOI seating the correct sudsing care of milady's wardrob. ' typical, ""Fashions on Parade" presentation each week. It's a beehive of activity wer may find one'item she'd like to own. Most telecast fashions run the price gamut ■ nrnmntinn to 3rocer 's Planned. This is vital since he genera ly doesn't pi UIIIU UU1I vjcw a women's program. Agency's Brown Bolte (right) checks 7 ■ plot is written for each program so that good fashion is well demon- strated, (above) Aunty isn't impressed by boy's latest love light (^ •■[mrr I I: Mi I \ii I M Hill \ 8- Homnnctrotinnc dre woven into eacn s,ory s° tnat product in- UvlllUlloll dllUllo formation is achieved without pain to viewer 1? ' rP/lPtifin to Pro9ram is frequently immediate as viewers phone to \ L ICdUUUII gj^ wnere they can purchase items seen on program fftje Q'v>v>J What they want and generally don't get is proof of sales effeetiveness fl "We're not in showbusiness. ; We want to do our public servicing direct. Our sales policies and our products build our good-will ; we don't expect our corporate name to carry our merchandise, so we don't advertise to build good-will but to sell our products which in turn build public acceptance for us." That, in one paragraph, spells out the thinking from which springs the laments of over 50% of the nation's sales man- agers if sponsor's cross-section can be projected to all sales managers of national advertisers. It's not unexpected that sales managers think in terms of sales first and feel that sales should build further sales and the necessary good-will. How- ever, it must be kept in mind at all times that over 65% of all advertising managers Problems with the medium 1. There's loo much talk of audiences and too little of sales 2. Network sales executives generally have too much "respect" lor line of authority and contact advertising men ami presidents only .'i. Only a small portion of the nation's broadcasting sta- tions arc promotional minded I. Contacts between stations and wholesale dealers in their areas are infrequent .">. Fad that some stations arc over-priced is hidden in lot al net w ork COStS 6. Few stations deliver audiences in relationship with i li«-ir power. Some 50,000 watt outlets are outsold bj I. (HID watt stations. hut you'd never know it h\ their rate cards 7. Direct mail promotion at a station level is generall) inept and a greal pari of network mailings is also no greal shakes ii. Broadcasters talk ahout too much advertising on the air and do nothing ahout it when it's 100' , within their power to stop ii report to top sales management and there- fore advertising policy is more often than not set by the sales vp. Thus the laments of sales managers on broadcast advertising are vital and because they have gone un- answered in a number of cases sponsors have dropped radio as a medium. "Sales for our products can't be indi- cated by any boxtop formula," explains the sales manager of a great shoe manu- facturer who used broadcast advertising for a number of years and then shelved it. "Our programs apparently had a great listening audience, our fan mail was inter- esting reading but our sales did not rise, as they should, when more money is poured into advertising. A special survey which we conducted proved that we had established our trade name on the lips of a good segment of the women of America (we sell women's shoes) but radio just didn't produce apparently the desire to buy our product. We just couldn't enter- tain them into our dealers." Examination of the scripts of the shows of, this advertiser indicates that a great deal of attention was given to the pro- gram and the establishing of the sponsor's trade name, but that the commercials did not create a desire for ownership of their shoes. The sales manager admitted that the agency and the advertising manager of the firm were of the opinion that it was impossible to sell shoes via the air and that the actual selling should be left to the retailer. A memo from the ad-man to his chief underlined the fact that to his mind radio could only "bring 'em in," not pre- sell them. The sales manager's lament in this case should have been directed at his advertising agency and advertising de- partment, not the medium, Neverthe- less, there are literally hundreds of adver- tising managers who feel that selling should be avoided on the air in favor of what they call advertising. They feel that punchy commercials are selling and that hard hitting advertising isn't "in keeping with the dignity of our firm." They have yet to leam the difference between effective "reason why" copy and nerve-wracking repetitive commercials. It's more difficult to get "reason why" copy across without chasing listeners but a partial audience which hears product facts is worth a total audience that hears only a trade name and obvious slogans. It has been mam /ears since networks and sta- tions forbade direct-selling copy but there are still too many advertising agencies and ad-managers, say their sales- manager chiefs, who avoid, as though the plague, real reason-why copy in air continuity. Lack of sales effectiveness data is a basic objection that sales managers have SPONSOR to all advertising media but to broadcast- tng especially. They have an enormous respect for salesmanship and an amazing reluctance to credit advertising with basic credit for consumer product acceptance. They insist that advertising must carry its share of the sales burden. "There is no reason why broadcast ad' vertising should be looked upon as an operating expense. It should be con- sidered as a sales expense. Only then will an advertising man be considered by most managements as productive," is the way one sales executive puts it. With full realization of the rivalry be- tween sales and advertising, one corpora- tion makes its sales managers also its ad- vertising managers with the title "sales and advertising manager." Thus there can be no conflict between the sales and the advertising objectives in this par- ticular firm. (What it does to the nerves of some of the executives involved is some- thing else again.) Broadcasting has lost many an advertising schedule because the man who has had to meet a specific sales quota has been sold on the belief that radio is not an "immediate impact medium." The truth of the matter is that the air like any other medium can do the job assigned to it. The trouble is that most national advertisers themselves haven't set their sights on immediate sales from broadcast advertising. The second most important gripe of sales managers may be found in the fact that money must be spent to promote broadcast advertising. "It would appeal that the cost of time and talent is the total cost of using the air to sell merchan- dise," states one sales manager. "That's furthest from the fact. We find that it's important to have a public relations cam- paign planned. This, while not costing the $225,000 which Lucky Strike spent during the first year of its sponsorship of the Jack Benny program, runs into five figures and better very quickly. We don't have to do that with black and white ad- vertising. I know that such a campaign increases the audience for our advertising but it's never included in our broadcast advertising costs. It's sneaked up on us after we've decided on a campaign and bought the program and the time. Either our advertising manager or the account executive of our agency sidles up to us with the suggestion that we ought to "insure" the success of our show by em- ploying a press agent. Then there is talk of a budget for the public relations man and so on, including a cocktail party for the press, which frequently sets back a sponsor another $1,000. "If you refuse to kick-in, you're a cheapskate and so you okay the advertis- ing department's request. Every time I do it, it gets me hot under the collar. This is the first time I've had the oppor- tunity of sounding off. I know that my feelings about these 'extra added' ex- penses are not unique with me, so my anonymity won't be invaded when you print these facts. The party expenses are billed to us through the agency and as though to add insult to injury the agency adds its \5'l to the bill. I know that broadcasting is a different form of adver- tising but hidden costs are no more ac- ceptable to us in radio than they are in other media." The bigger the advertising budget the less sales managers appear to object to "hidden costs." That's because great corporations have contingency funds which are set aside for the very purpose of covering unexpected expenses of opera- tion. Many and sundry are the items that are charged against these special funds. It's a good thing, say most sales vp's, that auditors have been trained not to question too exhaustively items charged against contingency budgets. "If they did we'd have to think up a lot of new names to cover old sales expenses," ex- plained the sales chief of a multi-million dollar corporation. "We've never had a program on the air, except a daytime serial that didn't develop a veritable plumed tail of extras," stated one divisional sales-advertising executive of a food corporation. "We're used to the plume by now but it irritates us nevertheless every time it's pushed into our faces," was his postscript. Sales managers are constantly worried about okaying a broadcast advertising theme that hasn't been pre-tested. They feel that even the best of the pre-testing formulas developed thus far are totally inadequate gauges of what will and will not sell. They feel that Schwerin's panels are too metropolitan in their composition, that Wesley's galvanometer samples too few consumers and is too "big city" in its sample, and that Teldox doesn't report on commercial effectiveness. They also have little faith in ad-agency "consumer panels." They feel that Industrial Sur- veys' panel operation is helpful but not conclusive and that Nielsen's consumer index may eventually help them but that {Please turn to page 50) Internal 1'robleins 1. Advertising: managers resent being part of sales stalT 2. Top management is more impressed by "presti-je" than by resultful broadcast ad- 3. Advertising: departments are seldom willing; to plaee schedules on the basis of what each market produees 4. Sales activities are seldom coordinated with advertising; 5. Most salesmen slill refuse to properly pro- mote their firm's broadcast advertising 6. Advertising; budgets are seldom flexible DECEMBER 1948 Problems with ageneies 1. Pretesting of sales effectiveness of broadeast advertising campaigns is generally bypassed 2. They prefer to buy network advertising rather than market-by-market (selective) broadcasting 3. Too few account men are sales-trained 4. There is too little direet contact between agency's creative departments and client sales management 5. \\ hen publicity is needed the tendency is to "throw a party" and bill the client 6. Less front and more work 7. "If only they'd get off Madison and North Michigan avenues and find out what sells at the retail level throughout America'* 33 *=* ~SJ V / TH/S /cr^> "Uncle Elmer's Song Circle" on WEEI, with homespun philosophy and hymns, makes New England greeting card buyers aware of Gibson Art local newspapers to promote na- tional selective programs, or any other programs for that matter. The newspapers do allocate a limited amount of space on a courtesy basis to us for a "Radio Hi- lites" column. WDSU does place ads, shorts, features, pictures, etc., in a weekly publication de- voted exclusively to radio and widely circulated among our listening audience. We have found this medium, The Illus- trated Press, to be most eflcctivc and we employ it more extensively than does any other local station. The material used in the Press is aimed at ballyhooing pro- grams and special events. Perhaps the most potent reason for our not promoting national selective adver- tising is that our rates for this type of radio advertising are comparatively low in proportion to our advertising budget. If we were to have our "praisery" plug it, naturally the sponsors' costs would in- crease since our own operational cost would increase. This policy with regard to national selective promotion is based on cold busi- ness experience. Actually, the sponsor loses little or nothing. WDSU maintains a consistently excellent Hooper rating. Charles Price Advertising Manager WDSU, New Orleans How much pro- gram promotion should a network provide its adver- tisers? There's really no answer other than this generality: "more than the program needs." Speaking for most networks, but particularly for CBS, an advertiser can expect a complete pro- motion campaign for his program, whether it be fifteen minutes daytime, once a week; a half-hour strip, or an evening full-hour once a week. Program promotion — merchandising of a program to prospective audiences — is a service of radio over and above its rate card. It's for free. And an advertiser should come to radio ready to capitalize on this service and at the same time, prepared to accelerate the efforts of a net- (Pleasc turn to page 46) 36 SPONSOR . . you CAN REDUCE YOUR 1949 SALES COSTS Ui, iAe DETROIT A*ea See, Uaca m^cit l^#l y J Py fT *&&**&> *f&u in most other cases except where inde- pendent stations compete strongly with major sport attractions. Famous shows like The National Barn Dance (WLS), Grand Ole Opry (WSM), and others equally potent but less publi- cized don't compete against strong net- work lineups, since the hayride-hoedown type of show is commonly a Saturday night feature. They run from one to three hours with many different sponsors underwriting the various segments. This phenomenally successful format features a hearty give-and-take humor closely tied-in with the music. Farm audiences generally show a dis- tinct bias in favor of the less sophisti- cated, "cornier" type of drama and variety show*. *A January Sl'ONSOFt report will explore this p. write, wire, or telephone _w ___r 1 IJT"""""*! I SI for full details. Despite Singing Sam's tremendous M A A __■ __ ^^ j populnril \ nnd pull i In- ahnu i^ n:.-nii;i hi \ priced. ^L M ^L i 1 , _r. ^M ?_ ^H l: , ^H £„__„.„_„__„_ f r y i i j it ii } I ^H_^ R j^^^^^V ' B f, .*,__„_ _. __ _ -_-_-_-i ■ j \ Y jy til i 42 SPONSOR DECEMBER 1948 43 WMBD PEORIAREA H Local advertisers base their adver- tising on RESULTS ... and in the highly competitive Peoria market, local retailers buy more program and announcement time by far on WMBD than on any other Peoria station. Here's why . . . ^ SHARE OF AUDIENCE Greater than all other Peoria sta- tions COMBINED! (Hooper Peoria 111. Fall - \\ mt. r K. port. Oct.. 1947 -Feb., 1948). ^ PROGRAM Know-How ^^^ Full stair orchestra ... I veteran newsmen . . . TA other program personalities presenting 14 hours live entertainment weekly. Total stall of t'.r. trained personnel. A PROMOTION AND W^ MERCHANDISING FULL SCALE! 70 Announcemi nt- weekly . . . newspapers . . . car cards . . . displays . . . direct mail . . . merchandising publical ion. ^ NEW FACILITIES New AM and PM power (5, watts AM with 20,000 watts KM at no extra cost) . . . increased coverage . . . new. modern theatre & studios. ASK FREE & PETERS IO West 52nd continued from page 6 SPONSOR'S EBB Here I've been bragging about sponsor being the tops in its field. I have stated, without fear of contradiction, that the magazine's articles and editorials were to the point, excellently written and re' fleeted the considered opinions of ex- tremely erudite gentlemen. Now, look what I find! The phrase ". . . murder broadcasts at a high ebb." I am utterly confused by the term "high ebb." Just what is a high ebb? Is it a new figure of speech with an indetermin- ate meaning? Perhaps it could be ap- plied to the columnists and commen- tators who predicted a Dewey victory. Maybe you could say ". . . they received the news of Truman's victory in silence and their feelings were at a high ebb." This, of course, would mean that they didn't know which end was up (or down). Perhaps you can enlighten me, for if it's a good phrase, I want to use it and not have people pointing me out as "that dumb cluck who doesn't know what high ebb means." C. Wylie Calder Manager WHAN, Charleston, S. C. p> SPONSOR'S face is ebb red.P We could certainly make good use of this article here in Canada to advance the use of transcribed shows on a regional or national basis. For that reason, we would like to order 200 reprints if they are avail- able, or ask your authorization to repro- duce the story with publication credits on our own. Don McKim Promotion Manager All-Canada Radio Facilities Ltd. Toronto ► Reproduction rights (without deletion) have been granted All-Canada. MUSIC LIBRARIES As an executive of one of the transcrip- tion companies that was honored in the article entitled Don't Overlook the Music Library that appeared in your October issue I think it would be rather thought- less of me were I not to write and express my sincere thanks to you and sponsor. I am sure that other companies in the library business who were included in the article feel the same as I do and that they, as I, realize that this well-prepared article will go a long way towards correcting the misunderstanding that many radio sta- tions have regarding the use of library service. In my opinion, sponsor, through publication of this article, has done a great deal for radio. Bert Lown Station Relations Director Associated Program Service N. Y. PEORIA CBS Affiliate • S000 Watt. | Free A Peteri, Inc., Nat'l. Repi SKippy That's a terrific story you have in your September issue of sponsor on the suc- cess of the Rosefields in boosting Skippy Peanul Butter to the top on the sole strength of Skippy Hollywood Theatre. RESEARCH? Whose Face is red? "Beating the Gun" is a favorite Ameri- can pastime. Among others, many a pub- lisher was caught with his "pants down" in advertisements and material prepared in confident anticipation of a Dewey victory. The public, as well as the trade, has lost much of its faith in political polls. The natural aftermath of the poll prediction fiasco is bound to have serious repercus- sions on non-political research investiga- tions which have greatly benefitted American industry. For the moment the pendulum swings in the wrong direction. This is natural and understandable. For years, the three well-known politi- cal pollsters have enjoyed the popularity and prestige associated with accurate political preference measurements, despite their oft-expressed private opinion that some unexpected development or last minute change in the attitude of the voters might seriously upset their pre- dictions. These pollsters were well aware that it is extremely difficult to measure the emotional impulse of the public. The study of the human mind is in its infancy. It was only during the past cen- tury that science was able to solve the mystery of the location of man's brain. The practice of psychiatry is a compara- tively recent field of medical specializa- tion. It is unfortunate that commercial re- search may be somewhat temporarily re- tarded in its development because of the standpatness of the political pollsters in their prediction of a Dewey victory. But, it is conceivable that this situation may yet prove to be a blessing in disguise, and may eventually result in more sound methods to evaluate public opinion on issues which are exclusively emotional. A. Edwin Fein General Manager Research Company of America New York 44 SPONSOR There is no 2-way stretch in KFH coverage — it's 5,000 watts ALL the time and it's the TOP audience station day and night. Every unbiased survey of listening habits gives KFH the TOP rating in the Wichita trading area by a large majority. 5000 Watts - ALL the time Source of Data: THE KANSAS RADIO AUDIENCE OF 1948 • An unbiased survey of the entire state conducted by Dr. F. L. Whan in one out of every 75 homes in Kansas * 6,611 families reporting divided: 2,256 on farms, 1,762 in villages, 2,614 urban KFH CBS REPRESENTED NATIONALLY BY EDWARD PETRY & CO., INC. WICHITA, KANSAS DECEMBER 1948 45 WIP M voduces The Huberman Jewelry Stores in Phila- delphia, Lebanon, Pa., and Camden, New Jersey, have sponsored "Midnight Bandwagon" on WIP since 1944. A full hour, midnight to 1 a.m. Monday through Saturday, the program has not only definitely increased traffic in all three stores but has stepped up the sale of higher priced merchandise. A WIP JPli Uadelph iu Basie Mutual HvprvHvntvtl Nationally by EDWAIIll PETRY & I O. MR. SPONSOR ASKS (Continued from page 36) work and its affiliated stations with con- centrated promotion of his own radio program. A case in point: CBS recently prepared a promotion campaign for a hard-goods advertiser. Our campaign was complete. It included on-the-air promotion: an- nouncements, recordings, promotion pro- grams, tie-in announcements, etc. It in- cluded visual promotion: newspaper ad mats, billboards, car cards, taxi cards, bus cards, posters, window displays, etc. It included national exploitation. It in- cluded a full-scale local publicity cam- paign, supporting the national campaign conducted by our own Press Information Department. And it included some product merchandising helps for stations. In turn, this advertiser paid for and distributed about 200,000 copies of a merchandising piece we had prepared for his use. He took newspaper spotlight ads, backing up the newspaper advertis- I ing our stations had given his show. He I used magazine advertising to promote his i show. He used gimmick mailing pieces; | he used direct mail pamphlets; he pre- pared posters for his dealer's use. The result: his program now rates among the ten most popular programs on the air. And he's been sponsoring it less than six months. Neal Hathaway Director of Program Promotion CBS, New York J 46 Advertising can create the desire for a product or a service in the mind of the consumer. Merchandising can convert desire into action — the follow-through at the point of sale— and since sale of merchandise or service is the ultimate goal of media, a well-rounded plan of merchandising is the answer to many clients' problems. Each product or service has a definite need for one or more types of merchan- dising service. Perhaps, a point-of-sale display installed in the individual retail outlets featuring product, price, and ad- vertising is the answer, or, a call on the retailer to tell the client's product story, plans, and media tie-in. Cooperative ads with groups or associations of retailers (Please turn to page 50) SPONSOR THE name of Austin Noblitt's store in Rockville, In- diana, is misleading. Actually, "hatchery" represents but a small part of the business. Starting with a hatchery in 1941, Noblitt has since added home appliances, hard- ware, garden tools, radios, feeds and seeds, building supplies and toys! Today, the Noblitt Hatchery store is a tribute to a mans— and a town's progressive belief in the future. Mr. Noblitt, after leaving Purdue University in 1928, worked on farms and in towns catering to rural folks. Prior to opening his own store he lived for five years on a farm in Parke County, of which Rockville is the county seat. He knows the people— their likes, habits and ambi- tions. He knows, too, the power of WLS among these people. That's why in his present business he makes a point of stocking WLS-advertised products. According to Mr. Noblitt, demand increases when products are WLS-advertised. Figures bear out WLS popularity in Parke Counts. BMB gives WLS number one spot — 86% day, 82% night. In 194.7 the 3,840 radio families in this county sent WLS 2,559 letters . . . 67% response! Parke County represents a thriving market — over 8 million dollars in retail sales, $14,200,000 effective buying income. Like Austin Noblitt, WLS, too, knows these people. For over 24 years this typical Midwestern county has been served, entertained and advised bv the powerful voice of WLS. The) have reacted with loyalty, acceptance and belief— the basic ingredients of advertising results. WLS has 567 such counties in its BMB daytime coverage area. Any John Blair man can tell you the complete market story. 90 KILOCYCLES • 50,000 WATTS • ABC AFFILIATE • REPRESENTED BY JOHN BLAIR & CO DECEMBER 1948 47 Thanks for the orchids Hi ifcfi THANKS to Broadcaster's Guild, Inc., for making its own survey among a large, representative group of radio stations ... a survey which determined the re- lative position of transcription library services on several different points. And . . . THANKS to Billboard magazine for printing the results. According fo the Billboard article: STATIONS, WHEN ASKED WHICH SERVICE THEY WOULD ADD, VOTED: 1st choice — LANG-WORTH 2nd choice— Library A 3rd choice— Library B 4th choice — Library C 5th choice— Library D 6th choice— Library E STATIONS, WHEN ASKED WHICH SERVICES THEY MAY DROP, RATED: 1st choice — Library E 2nd choice— Library B 3rd choice— Library G 4th choice — Library A 5th choice— Library H In the Billboard report Lang -Worth was not even listed among libraries which may be dropped ■ i K2H 9Rh ■ ENDORSED BY 826 ADVERTISERS! SALES have been sensational for every item advertised . . . automobiles, food, drugs, dry goods, tires, insurance, jewelry, paints, clothing, radios and many others ... all promoted by LANG-WORTH programs! 826 advertisers endorse the selling power of these shows . . . they've heard them in action. Everything about them is NETWORK CALIBRE . . . everything but their local station cost. To begin with, LANG-WORTH talent is tops! The stars that sell your product are nationally recognized, big-time names, with tested and proven audience appeal. Furthermore, the basic idea and program format are both solid and surefire . . . while production and writing sparkles with showmanship ... the kind of "know-how" that lifts your show right up alongside the finest running mate you'd hear anywhere on the air, coast to coast. Small wonder, then, that among radio station operators . . . "with men who know transcriptions best" . . . it's Lang-Worth! Foremost in a series of special production shows offered to all LANG-WORTH stations are: THE CAVALCADE OE MUSIC Top-flight entertainment featur- ing 35-piece pop-concert orchestra and 16-voice chorus under the direction of D'Artega. Spotlights a galaxy of all-star guest acts, such as Tommy Dorsey, Anita Ellis, Vaughn Monroe, the Modernaires, Tito Guizar, Frankie Carle and many others. The most dynamic musical show on transcription. 30 Minutes, once weekly. JLXP ? THE EMILE COTE GLEE I'M II A class-appeal program with a universal audience, as shown by the most consistently high Hooper ratings of any transcribed feature. A male Glee Club of 16 voices, with soloists Floyd Sherman, Stanley McClellan and Percy Dove, presents a repertory of more than 200 best-loved popular melodies. 15 Minutes, 5 times weekly. MIKE MYSTERY Murder, mystery, suspense and music ... an irresistible audience potion combined in a 15 minute, 5 weekly format that's guaranteed to blow the top off your sales chart! A snappy two-minute "Whodunit", incorporated in the show, gets itself solved right after your advertiser's product is sold. Written exclusively for Lang-Worth by Hollywood's Howard Brown. THROUGH THE LISTENING GLASS Another favorite musical hit show, with the "Silver Strings", under the direction of Jack Shaindlin and featured weekly appearances of those musical stars, the LANG- WORTH Choristers and a pageant of guest artists: Dick Brown, Joan Brooks, Johnny Thompson and others. 30 Minutes, once weekly. For a full listing of Lang-Worth affiliated stations, see your representative or write LANG-WORTH feature programs, inc. Network Calibre Programs at Cocal Station Cost STEINWAY HALL • 113 WEST 57th STREET • NEW YORK 19, N. Y. MR. SPONSOR ASKS {Continued from page 46) and chains are of material help. Publica- tion of a trade merchandising newspaper featuring displays and merchandising aids to the retail outlets in the sale of all products helps promote better merchan- dising on all products. Special retail and wholesale mailings telling the media sup- port story on the product will help make the retailer more conscious of the things to come and help him to become mer- chandising conscious and increase sales. Distribution checks, consumer and dealer attitude surveys, competitive position checks to help the client to better under- stand his position in the area, materially help for a better understanding on local problems, which, when corrected, add stimulus to sales. These are a few of the 25 merchandising services that we of WLW offer our clients and which we have found to be of great value in promoting the sale of products and services using our facilities, either local or network. J. M. ZlNSELMEIER Director of Merchandising ' WLW, Cincinnati PUT THE Three- Car Gatrace Over there f X up, our North Dakota yokels have it iiuod in the Red River Valley hi?j crops that make an average Effective Buying Income of $5599 per family, compared with $4567 for the eon n ties we don't cover in this Slate! (Sales Management, 1948.) Riimi now. farmers around Far- go buy more than 125 national products advertised over WDAY. \\ hatever you've gol to adver- tise, WDAY in its 26th year con- tinues to be the top-notch medium in this fabulous Worth Dakota irea. Wrilr n>« lor details lo«la\. FARGO, N. D. NBC ■ 970 KILOCYCLES 5000 WATTS r™vi' Free & Pottos. Ik. I nhutoi Nr~H john t schilling _^ ^m | III ennui iiimcii ^ MUTUAL NETWORK • 710 KILOCYCLES • 5,000 WATTS NIGHT SALES MANAGERS (Continued from page 50) market research's integration with broad- cast station coverage information," points out another sales manager. "If this weren't so, how can you account for a spot radio (sponsor calls it selective radio now) campaign being planned by our agency which covers only 60% of our important sales territories? "It was only after we had been on the air for four weeks that our district sales managers began to file vigorous objections to the fact that there were districts in which our announcements weren't being heard. Our district men in a great number of cases started promoting our 'wide' broad- cast advertising coverage to jobbers only to have the jobber say 'we haven't heard any radio advertising in our area.' When the district man pulled our station line-up out of his pocket, the jobber frequently gave him the needle with 'who told you anyone around here listens to that station.' "When I go to our advertising manager with our district manager's complaint, he checks with our agency and discovers that the station's BMB (Broadcast Measure- ment Bureau) figures prove that the sta- tion has an audience in the area. I've checked personally and found that the station in question frequently does have a relatively high BMB figure and yet ap- pears to have no acceptance with our wholesalers or dealers. I don't care what a station's rating is on a once-a-week listening basis, I want to use stations that have a consistent day by day, hour by hour audience. (Daily listening figures are part of the data being gathered in BMB's second survey, 1949.) If our ad- vertising department is to have the re- spect of our field sales staff, it can't afford to buy media which don't cover a sales area." Few sales managers like the programs or announcements their firms purchase. They admit they have the "last word" but that they aren't advertising men and must accept the recommendations of their agencies and ad-heads. "If I upset the advertising depart- ment's apple cart, I usually end picking up damaged fruit," reported the sales manager of an automotive accessory ad- vertiser. When it comes to attempting to carry both the sales and the advertising burden, it's the smart sales executive who battles with his advertising department but who doesn't attempt to take over 1(H)' , of the ad-responsibilities. No mat- ter how ad-minded he is, he's far too close (Please turn to page 56) 54 SPONSOR ~T5 Mp i 0% *& Tfva/JLcfc OFFICES IN NEW YORK CHICAGO LOS ANGELES SAN FRANCISCO JOSEPH R. FIFE Commercial Manager WPTR A WPTR. PATROON BROADCASTING COMPANY • HOTEL TEN EYCK • ALBANY, N. Y. DECEMBER 1948 55 SALES MANAGERS (Continued from page 54) to sales picture to be objective about pro- motion. Since he sits in the driver's seat, he can yell for what he wants and let the other fellow do it. When a sales manager finds himself falling short of his quota, he's liable to forget everything but — 'sell that product,' which I'll admit often isn't good long term policy. However, adver- tising managers seem too captivated by a nicely turned phrase and a beautiful air performance than by what the commer- cials do. There can be onlv one marker for an>- advertising — that's sales effec- tiveness." Sales managers want results. What impresses them is the acceptance which their advertising achieves with jobbers and retailers. They like high rating pro- grams, even if they won't admit the fact. If they did they'd have to admit that ad- vertising was as important as sa'esman- ship. Prestige is admired but as something extra — something to be polished for "top brass." "Broadcast advertising," say a number of hard working sales managers, "must be important. My wife listens to it all the time." * * * There's Plenty of 'Cream in America's Dairyland and you can get your share with WISCONSIN'S MOST POWERFUL RADIO STATION Here is the station that, without am addi- tional help, can tell your story, sell your products in the rich dairylands and the capi tal citj ol W isconsin. » » M. II. S. MI III V I I ; MADISON, WISCONSIN lor the facts on the \\ kUW market write Monona Broadcasting I.KY-l{K.I.I» COMPANY SMITH BROTHERS (Continued from page 40) night 15-minute round table on current events. It was an attempt by Smith to reach another segment of listeners with a show that was a direct contrast to the other two. The show was much too talky for listeners' tastes. Its rating was microscopic. In 1934, Smith Brothers did an about- face in their air advertising. The late Arthur G. Smith, father of the present brothers (William 1 1 and Robert ) who run the business today, decided that the Trade and Mark show was not in keeping with the dignity of a firm like Smith Brothers. When the new year came around, Smith Brothers were sponsoring Nat Shilkret's Orchestra, a 15-minute capsule musical show on Sunday nights. This was more to the liking of the elder Smith, but it was not much in the way of a sales producer. The main fault of the show was that it was colorless, plus the fact that it came at an hour that was too late to attract much listening. Its 13-week run on Blue lasted from January through March 1934. In 1934, business was better for the Smith Brothers, and for the cough drop industry in general. The post-crash (Please turn to page 78) NOW! jf2. COUNTIES OF prosperous f4nrkTivoin Land ILLINOIS • IOWA • MISSOURI NATIONAL REP. -JOHN E. PEARSON CO. □mo JfuL*&£ lAatuMrtA 1070 KC 1 I 1 1 1 LJU U 1 1 IOOO WATTS •/ n IT f 56 SPONSOR Nighttime Radio Fom % 3,512,750 952 125,100 3.4 43,750 12 3,681,600 99 8 NYONE can see from this map how VBC covers the ( loasl. I )arkest areas indicate counties or sub-countv areas where impartial, publishedBMB figures show that 50% or better of all radio families listen regularh to AB( '.. (That lonel) white spot is the one count \ outol 1 1 i where less than 10"' of the radio families have the ABC habit B Additional cities ond towns in which ABC Pacific now has an estimated 50% (or moiej BMB penetration due to new sta- tions and improved facilities. c OVERAGE of all the Coast audience worth ha\ ing is assured by the strategic location of ABC stations. And of the two networks currently offering worthwhile avail- abilities. ABC is the one that leads in average Hooperat- ings. audience promotion and number of high-ranking shows. It's smart to talk to ABC before you buy. i t i ii vi isn't w.i.! See how ABC deliver- the hade centers — big and little, outside and inside Here we show 12 towns listed by BMB where 50". or more of all radio families listen regularly, day or night to ABC ...plus o towns where ABC station improvement has raised listening levels to an estimated 50% or better. On the coast you cant get away from ABC FULL COVERAGE ... ABC's improved facilities have boosted its coverage to 95.4% of all Pacific ( loasl radio families (representing 95?6 ol coast retail sales) in coun- ties where BMB penetration is 50% or better. IMPROVED FACILITIES ... \BC. theCoasl"s Most Pow- erful Network, now delivers 227,750 watts ol power— 54,250 more than the next most powerful network. This includes fouk 50,000 waiter-, twice as man) as an\ other coast network... a 3 1"" increase in facilities during the pa-l year. GREATER FLEXIBILITY... You can focus your sales impact belter on ABC Pacific. Buv as few as 5 stations. or as many as 21— all strategically located. LOWER COST... ABC brings you all this at a cost per thousand radio lam i lies as low as or lower than an v other Pacific Network. No wonder we say— whether you're on a Coast network or intend to be, talk to ABC. THE TREND TO ABC. ..The Richfield Reporter, oldest newscast on the Pacific Coast, moves to ABC after 17 years on another network, and so does Greyhounds Sunday Coast show— after 13 years on another network. ABC PACIFIC NETWORK New York: 30 Rockefeller Plaz« • Circle 7-S700-Detroit: 1700 Stroh Bldg. • CHrrrv 8321— Chicaco: 20 N. W.cker Dr. DEUware 1900-Los Awceles: 6363 Sunset Blvd. • Hudson 2-3141-Sai* Fra.nc.isco: 155 Montgomery St. • EXbrook 2-6544 DECEMBER 1948 57 GREETING CARDS (Continued from page 35) plant and started advertising in earnest using magazines and newspapers. They plugged their cards in women's maga- zines, and promoted their "Eye-Vision" display fixtures (now standard in 85% of America's greeting card shops) to both the trade and the public. By 1939, Hall Brothers had come up with several innovations. They were the first (and still the only) firm to obtain licenses to use the Walt Disney charac- ters on their cards, as well as famous comic strip characters like Blondie, L'il Abner, Mopsy and others. They were the first major company to design and pro- mote a line of cards that appeal to men. At this point they were among the largest firms in their field. They could have stopped there, just as other greet- ing card companies stopped. Joyce Hall, for all his conservative, mid-Western dignity, is a great salesman. He began to look around for a selling tool that would boost his sales even higher. He found it in radio. In October of 1940 he bought Tony Wons' Scrapbook on a small network of OKLAHOMA CITY'S ONLY.... 50,000 WATT STATION For best results in the rich central and western sections of Oklahoma tie your message to a 50,000 watt signal that is heard by OVER 1,370,000 Okla- homans who spent OVER $855,739,000 in retail sales during 1947. JOE BERNARD GCHCRAL MANAGER AVERY KN0DEL, Inc. HATIOHAL KCPRtSEHTATIViS NBC stations. Wons' dreamy style of reading poetry to the accompaniment of organ music looked as though it might be a natural tie-in. Didn't Hallmark cards have verses on them? Wons began to read Hallmark greeting card verses in a come-hither voice to his predomi- nantly female audience. Hall Brothers, who were virtually getting a I5-minute commercial out of the 15-minute show, began to note sizeable sales increases. The show continued to pull well up to the time it left the air in May of 1941. Then the war came, and Joyce Hall, realizing that war-separated families would probably be sending each other a lot of greeting cards, bought a half-hour show on the old Blue Network (now ABC) called Meet Your Navy. He was right. Sales nearly doubled for the greeting card industry during the war, and were it not for the paper shortage, would have gone even higher. In 1944, Hall Brothers decided to try a big-time comedy show, and bought the Charlotte Greenwood program on ABC. For two years it did fairly well, until Hall had a chance to buy the Radio Reader's Digest, a half-hour dramatized version of the Digest's current stories on (Please turn to page 64) Just What The Doctor Ordered MODERN HOME PHYSICIAN publisher! bought WDNC, the SOOO watts— 620 kc CBS station in Durham, N. C. Results? lOOO books sold per month! What do you want to sell more of at lower cost? 58 DURHAM, NORTH CAROLINA The Herald-Sun Station COLUMBIA BROADCASTING SYSTEM Rep. Paul H. Raymer SPONSOR Westinghouse radio stations. . every ■one of them. . leaped ahead in a de- cisive way in 1948. AHEAD in number of radio homes (potential audience) reported in every station area. (5 to 16 per- cent ahead!) AHEAD in program-building, to attract and hold bigger audiences. AHEAD in the down-to-earth selling which keeps renewals coming in, year after year. AHEAD with Stratovision. . blazing the television trails of the future. AHEAD with Boston's magnificent new Radio and Television Center, one of the first to bring all facilities under a single roof; and with the first tele- vision service in New England. AHEAD with expanded FM service on all six stations, and with lofty new towers for KDKA-FM in Pittsburgh and KYW-FM in Philadelphia. AHEAD in Portland — KEX is the only 50,000-watt station in Oregon. AHEAD in the Midwest; at WOWO in Fort Wayne, alert, heads-up program- ming and promotion have averaged one Industry Award every 7 weeks for more than 30 months. Advertisers, some of them with us for more than 16 years, saw sales leap ahead, too! If you were not one of them, make a resolution to peg time on these fast-moving Westinghouse stations be- fore it's too late. NBC Spot Sales has full information. (Sj) WESTINGHOUSE RADIO STATIONS Inc KDKA • KYW • KEX • WBZ • WBZA • WOWO • WBZ TV National Representatives, NBC Spot Sales except lor KEX; for KEX, Free and Peters DECEMBER 1948 59 another WHAS First! the only radio station $£RI///V(rh\\ of the 60 SPONSOR rhe FIRST Credit Earning College Course broadcast by a Standard Commercial Station Radio has tried but at >esl lias enjoyed only modest success in edu- cational broadcasts. To meet this challenge the University of Louisville and W'HAS undertook a radical innovation in broad- casting—'"'College hv Radio.'' The idea was logical, but the pre-course reparation represented months and months >f hard work. Starting in 10 i"7, actual class- Dom sessions were painstakingly recorded md re-recorded until at last the idea shaped into a workable format . . . eight months iter "College by Radio" went on the air. No one at W'HAS had any illusions about these broadcasts rating high in a Hooper eport. But at W'HAS we take "Service" ser- Ously. With "College by Radio" another crvice has been given our listeners, and we iope, a pioneering step taken toward making (radio more effective and useful to its audience. REPo KT CARD "A*»e coy ,s ° notcu, Corn^un; bilk gre°t Q„ H,af>er Sd„ esid*nt °r '"ore wid ,d "* facing < ° ^°, rp time.- 'de'y >han is Co *S of ° c0//eqp r*sP°nsi- °mm^ytrueagfledUCQt!on "Sting is ch Kentuckiana Market DECEMBER 1948 50,000 WATTS 1 -A CLEAR CHANNEL 840 KILOCYCLES Victor A Sholis, Director J. Mac Wynn, Sales Director REPRESENTED NATIONALLY BY EDWARD PETRY AND COM PA NY 61 selective radio trends Based upon the number of programs and'an- nouncement: placed by sponsors with stations and indexed by Rorabaugh Report on Sel- ective Radio Advertising. Reports for August '47-July '48 are averaged as a base of 100 Expected upsurge in selective broadcast advertising did not materi- alize in October. Nationwide the index was off 1 point from Septem- ber. Drugs and Miscellaneous increased their use of the medium to offset the usual seasonal decrease in the Beverages and Confectionery classification. Food regional and national selective broadcasting has steadily declined since August from 88% of the 12 month 1947-1948 average to the October figure of 81. There is little expectation that the food trend will reverse itself during the next few months. Decrease in business placed in the Pacific and Rocky Mountain areas was offset in part with moderate increases in the New England, Mid- Western and Southern territories. Fact that October was a pre-election month may account for unsatisfactory showing. November looks better but . . . Per cent 250 — 200 — 150 — 100 — 50- AUG SEP I OCT NOV DEC JAN FEB MAR APR MAY JUN JUL Based upon reports from 237 * Sponsors Au9 47 — juiy 48 ave'age = l000% Trends by Geographical Areas 1948-1949 AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL 250 200- 150 100 50 2,280,000 Radio families □dd 250 200 150 100 50 9,166,000 Radio families 200 150 100 50 25Q. 11,387,000 Radio families EL 250 2001 150 100 50 6,399,000 Radio families 250 - 2G0- 150- 100- 50 72 77 71 4,766,000 Radio families 77 101 If ■'■■■'■ ■■-■..■'-'■'A New England 47— 48 average = 1000% Middle Atlantic M»d-Westem Southern Trends by Industry Classifications 1948-1949 81 Sponsors reporting AUG SEP OCT NOV DEC JAN FES MAR APR MAY JUN JUL 16 Sponsors reporting and toiletries Food *Fo* this total a sponsor is regarded as a single be reported under a number of classifications. corporate entity no matter how many diverse divisions it may include. In the industry reports, however, the same sponsor may 62 SPONSOR from music and movies . . . to pucks and pigskins There's never a dull moment for WWJ-TV's Detroit audience. Symphony and popular music. children's and women's programs, full length movies, Red Wing hockey games, University of Michigan football games, wrestling matches, prize fights, special news events . . . through WWJ-TV's own facilities, through the NBC Midwest T elevision Network, and soon through the NBC National Network. Every day is a busy day lor WWJ-TV's staff, and an enjoyable one for Detroiters who are keeping television manufacturers hopping to catch up with the demand. WWJ-TV, first television station in Michigan, is an ESTABLISHED advertising medium producing gratifying results lor its many advertisers in a market that is currently one of the High-Spot cities of the nation . . . with a backlog <>l orders for new cars that foretells a prosperous future, as well. IT'S WORTH LOOKING INTO! FIRST IN MICHIGAN Owned and Operated by THE DETROIT NEWS National geprnenlalivti: THE GEORGE P. HOLLINGBERY COMPANY ASSOCIATE AM-FM STATION WWJ UJUJj-w NBC Television Network DECEMBER 1948 63 GREETING CARDS (Continued from page 58) CBS. This continued until June of 1948. During the summer vacation of the show, the replacement, Hallmark Playhouse with James Hilton, did so well ratingwise that Hall decided to keep on with Playhouse. The show is done in somewhat the manner and style of Lux Radio Theater, i ring half-hour adaptations of famous stories Hilton has selected with Holly- wood stars playing the lead roles. Hil- ton acts as host-narrator on the show. and helps out on the commercials, which stress the Hallmark theme of "When you care enough to send the very best." It is primarily a low-pressure, reminder-type of advertising. Only the Hallmark Dolls are promoted in anything other than general terms. The show costs Hall Brothers about $1,500,000 a year for time and talent. This is about half of the Hall ad budget. The remainder is spent in magazine ad- vertising in Post, Lije, Esquire, Vogue, etc., and in some newspaper spreads around Christmas. Hall Brothers will -kiss around $15,000,000 this year, so c 77, and ./Ms I '/>/»«;,/. />l'#J ups pin "/'*. /,< /{ "'/ /, "-«',„ n< uvv '*« "'nil ,.IN" th nin u fir ps, n find s':"io,i "Ml S,;*M,/ o's "til 'Oil 'II I /' 'com ~a fa 'PeeiaJ *ori >< ni "J. >„,*''-- *n tl, »P' 7>"u of y t "ii currej nw '"/>, '"/ is P'A , ,. "MlV '«*a,v ',"* '' «p >e»-s. y( 'hit in to (/ "W '•«•, it> ie| th *igh lev '"•/ii, ped / est ;ir«' ,r'"i first u,.,., "'"'""»/,/> . „ «■** BM&^iu-r't1-^ ^p°U/i? COn'''"ue to BROADCAST MUSIC, INC. NEW YORK • CHICAGO • HOLLYWOOD the advertising budget amounts to 20%. This may sound high, but Hall feels that results justify it. Although Joyce Hall is no seeker for personal publicity, he is a great believer in publicity and promotion for his firm and its products. Carl Byoir, New York and Hollywood press agent, is under con- tract to Hall, and many of the Byoir- inspired Hall publicity stunts have paid off well in industry prestige. Last Christmas, Hallmark cards were featured in a WCBS-TV show called CBS Christmas Card, which sent rhymed greetings to everybody from CBS spon- sors to the United Nations. Each rhyme was illustrated with a Hallmark card, the first promotional tie-in for a greeting card firm in television. More recently, Hallmark displays have been set up at teachers' conventions (to plug the Hall- mark dolls as an aid in teaching geogra- phy) and the small fry members of the U. N. Club of Washington have been photographed dressed in the style of their parent country featured on the Hallmark cardboard dolls. Luana Pat- ten, cover girl of the Hallmark album in which the dolls are collected (The album sells for 50c, the dolls for 25c), has been featured in movie lobbies in connection (Please turn to page 72) ' MORNING J ! AFTERNOON I AND NIGHT . _W H H M_ DELIVERS I - MORE LISTENERS | PER DOLLAR | IN 1 MEMPHIS 64 SPONSOR BLA KET S THI LAS-FT. WORTH MARKET! KKET 1 And our good friend Mrs. Broadbeam only proves how complete coverage can be. Certainly she needs better facilities. In Texas there's a rich and fast-growing market, modern engineering and transcription facilities and 26 years' experience in programming. So whether you're selling cosmetics, tractors, or dog food, you'll choose WFAA. Represented Nationally EDWARD PETRY and COMPANY TEXAS QUALITY NETWORK Radio Servite of the Dallas Morning News ly Ord*, of FCC, WFAA Sh„,„, Tim. on Both f,, DECEMBER 1948 65 * J!L * * -v - f* # *£ 0/ m y 'it in ,*J /'j*- * V j? + * Yeah, but can he lift a sales curve? Sure he can. But Mr. Claus does it only once a year for his clients, whereas CBS, by delivering from 8 to 57% more listeners per dollar invested than any other network in radio, helps lift the sales curves of its advertisers week in and week out the year round. The Columbia Broadcasting System i December 1948 -0 DAY • SUNDAY MONDAY TUESDAY 1 WEDNESDAY! THURSDAY FRIDAY SATURDAY HJfpH^'K^'nJiiTjrj HHTim TTjuia-ninj DAY ^SM_ 1.1 mil :..*i ,U1 ■l-in .Till „|irj,i.nf.riri ,TXJ JM 4j,oj an LLil ^" C«t r'" *"B" I.I'l'J Mr 01 iUj ;in LTil LuiXJ lil'i'J -8 i» 8:15 8:30 8:45 -9- 9:15 9:30 9:45 -10- 10:15 10:30 10:45 -11- 11:15 11:30 11:45 -12- PM 12:15 12:30 12:45 -1- 1:15 1:30 1:45 >\^**J T._,m £2, £3L „"-;■ »•—■ ::; fO*^ 8:30 1:45 9:15 9:30 9:45 c„c„.„. o-. c. KSKr-. S !S£ U-,.H.k. top Ma BL St Cwpffidi GMtnFbb vi',; N- iE;r.. 1" ^ Taj™,™ C«» («.' EAl- . Nuj lZ£1 CMf o-» (DO c«» E*-.W. B"^'"M'ill|uib Cm, "tr „„:,,r (US) t~- c«,, "BT SET K JSS)( *~ „ I' ,/:-- fu-(. 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STATION STATION STATION STATION STATION STATION WHEC B C D E F MORNING 38.8 25.7 8.3 3.9 8:00-12:00 A.M. Monday through Fri. AFTERNOON 37.5 30.0 11.4 12:00-6:00 P.M. Monday through Fri. EVENING 31.6 27.2 10.6 AUGUST-S Latest before closing time. 6:00-lQ:00 P.M. Sunday through Sat. 5.0 9.0 15.0 6.8 10.4 5.2 BUY WHERE THEY'RE LISTENING:- Station 10 (-. Broadcasts O.r till Sunset AUGUST-SEPTEMBER HOOPER, 1948 MEMBER GANNETT RADIO GROUP of^^e^t N. Y. 5,000 WATTS Representatives: J. P. Mc KINNEY & SON, New York, Chicago, HOMER GRIFFITH C O ., Los Angeles, San Francisco DECEMBER 1948 71 GREETING CARDS (Continued from page 64) with her part in Disney's Melody Time and has been a guest on KTLA's tele- cast Who's That Girl? where one of the clues to her identity was a shot of the doll album with her name masked out. The company's contract artists come in for their share of publicity too. On Grandma Moses' 88th birthday not long ago, she and fellow-Hallmark artist, Nor- man Rockwell, were featured in a big- full-color spread in Lije. The piece even featured a Hallmark Gallery Artist card by Grandma Moses, with a name-credit for Hall. Hall's latest promotion effort is the "Hallmark Art Award," a total of $25,000 which will be given, like the Nobel Prize, to the best American and French contemporary paintings of 1949. The awards will in all probability be announced on Hallmark Playhouse, and the tie-ins with Hallmark cards will be considerable. Joyce Hall is well aware that such promotion stunts, keyed care- fully to his air and space advertising, are necessary to insure the continued success of the firm as the industry sales leader. ■m K/\ y *&* 1 TEXAS' No. SPORTS STATION #134 HIGH SCHOOL FOOTBALL GAMES— The Ford Motor Company • WORLD SERIES Gillette • ALL-STAR FOOTBALL GAME Wilson Sporting Goods Company • "FISHING 4 HUNTING CLUB OF THE AIR"— Pearl Beer • ALL-STAR BASEBALL GAME — Gillette • EAST-WEST FOOTBALL GAME and NORTH -SOUTH FOOTBALL GAME— Gillette • 12 SOUTHWEST CONFERENCE FOOTBALL GAMES The Humble Oil t iiiij power. \-k FREE & PETERS! CBS • 5000 WATTS • 960 KC Om*d and Operated by th* TIMES-WORLD CORPORATION ROANOKE. VA. FREE 4 FETERS INC. Nationa. Repr*senta:.es rion and merchandising push in the N\w England an Man) have suggested to Gibson, at one time or another, that they transcribe Elmer's show and place it in several mar- kets. Gibson has wisely refrained, even though they like the effect oi Elmer on the New England sales curves. Elmer is a New Englander. and his brand of philosophy and his twanging accent would probably fall flat in the South or West. Just as network disk jockeys have laid a rating egg every time they've been tried, a show like Gibson's which depends on the personal success and popularity of a local personality fre- quently succeeds only in its own baili- wick. Gibson may add other local shows, but only if Gibson feels they can do the job locally that Uncle Elmer's Song Cir- does in New England. Like Hall Brothers. Gibson's have found that radio changes buying habits. Where people once shopped for their greeting cards by appearance only, now they look on the back of the card for the maker's name as well, and frequently ask to see only the cards made by the firm whose air commercials they have heard. The third of the four major greeting card firms. New York's Norcross, Inc., FIRST IN THE QUAD TIyoCce4- DAVENPORT ROCK ISLAND MOLI N E EAST MOLINE The 40th Retail Market L) A M 5.c:3W„U20Kc TV C P. 22.9 K» > > uol and ourol, Choanal^ BASIC NBC Affiliate DAVENPORT,IOWA National Representatives Free & Peten, Inc. 74 SPONSOR is adding the plus of sight to sound broad- casting. The big firm, which is expected to gross around $7,000,000 this year, is the first greeting card company to buy TV time. Since last September, they have been conducting a series of test campaigns on three stations — Chicago's WGN-TV, Buffalo's WBEN-TV, and Milwaukee's VVTMJ-TV. Their video commercials have been one-minute announcements, using a series of slides showing Norcross cards, plus live narration. The results so far have been inconclusive, although a free offer of a booklet on WTMJ-TV brought a mail return that ran to 10f^ of the avail- able TV sets at the time the offer was made. The TV test campaign is also Nor- cross' first planned usage of broadcast advertising. Hitherto they had been a newspaper advertiser, spending up to $175,000 a year for newspaper space, billboards, trade ads and mailing pieces. Norcross is not fully decided as to whether they intend to continue their TV selling on a year-round basis. Indi- cations are that if the tests prove pro- ductive of sales, TV will be used on a wider scale. Rust Craft Publishing Company, a di- vision of the United Printers and Pub- for HOT INFORMATION on TOP STATIONS In TOP MARKETS... ask your JOHN BLAIR ■ai! JOHN BLAIR l COMPANY REPRESENTING LEADING RADIO STATIONS Offices in Chicago • New York • Detroit St. Louis • Los Angeles • San Francisco DECEMBER 1948 lishers, Inc., is the fourth largest greeting card company with annual sales this year expected to top S5, 000,000. Rust Craft has been a great believer for years in the "one-shot" type of advertising. This usually amounts to a pair of back covers 'in color; on Life magazine, which costs Rust Craft some 5 50,000 for the pair. Rust Craft has used radio once. That was in the Christmas season of 1944, when Rust Craft took time out from its magazine advertising space was hard to buy in 1944- to sponsor a half-hour one- shot version of Dickens' Christmas Carol on the morning of 24 December on 209 Mutual stations. The show cost Rust Craf >r time, and abort for talent, and was highly institutional in its selling approach. That it was great success should not surprise most radio men. The Christmas one-shot show has worked well for Elgin National Watch Company for several years, be- cause Elgin has made it a tradition. Rust Craft's Christmas Carol was done with little prior promotion, and no radio tradition behind it. Since the 1944 trial run, Rust Craft has used no other radio. Please turn to J SURE. some C-hica^o stations can be heard in South Bend . . . but the audience LISTENS to wsbt: There's a whale of a big difference bet "reaching" a market and covering it! Some Chicago stations send a signal into South Bend — but the audience listens to WSBT. No other station — Chicago, local, or elsewhere — even comes close in Share of Audience. Hooper proves it. 5000 WATTS • 960 KC • CBS PAUL H. RAYMER COMPANY • NATIONAL REPRESENTATIVE 75 Based upon the number of programs and an- nouncements placed by sponsors on TV sta- tions and indexed by Rorabaugh Report on Television Advertising. Business placed for month of July 1948 is used for each base Network TV business, due to increased activity on the middlewest webs, jumped to 250% of the base month (July) during October. Even in sponsor's constant base of 10 cities and 15 stations increase in business was over 100% from 59.2 to 129. (Base month had an index of 58. ) This is the first month in which network'business increase was at a more rapid pace than local retail but even local-retail TV advertising practically doubled in October — jumping from 93.6 to 180.6. In sponsor's constant base for local-retail (10 cities 19 stations), the increase continued at the previous ratio from 75.9 in September to 93.6 in October. In National and Regional Selective TV advertising, where the use of the medium has been erratic, business jumped from September's 1 10 to 140.8 in October. Tobacco leads in the use of TV on a selective basis but Radio, TV, and Appliances leads the local-retail TV index and runs second to Soaps and Toiletries on networks. BREAKDOWN OF TV BUSINESS BY CATEGORIES "TOTAL" AND TEN-CITY TRENDS CATEGORY JUNE JULY AUG SEPI OCT NOV DEC JAN FEI JUNE JULY AUG SEPT OCT NOV DEC JAN FEI MAR APR MAY Gray area: total units of business Base month: July = 1M.0 c/c Black area: constant base ol 10 cities, IS stations 100 0 NATIONAL & REGIONAL SELECTIVE 148 8 110.0 Gray area: total units ol business Base month: July = 100 0 % Black area: constant base of 10 cities, 19 stations LOCAL RETAIL Gray area: total units of business Base month: July = 100.0 95 Black area: constant base ol 10 cities. 19 stations America's Model Television Station Reports on one year of programming WTMJ-TV has built its program- ming on the premise that local and national spot programs were as important as network pro- grams. As a result, many of the most popular WTMJ-TV7 programs originate in the television studios of Milwaukee's Radio City. They include . . . THE GRENADIERS Milwaukee's most popular radio program, skillfully adapted to television, occupies the Wednesday night 8:00 to 9:00 P.M. slot. Complete with a 16-piece orchestra, vocalists, and comedy. It captures the Milwaukee television audience with a format built to the City's tastes. Participating sponsorship. "PLAY 'EM OR PAY 'EM" This 15-minute Friday night musicale feature challenges the television audience to submit song titles which cannot be played by the Radio City Quintette. This heavy mail pull program is under participating sponsorship. VIDEO VARIETIES Top mid-western talent is featured on this Sunday night 7:30 to 8:00 P.M. feature, one of Milwaukee's favorite television programs. Participating sponsorship T.V. TRYOUTS The proved pulling power of amateur programs is combined with skillful production to make top flight television entertain- ment out of this Saturday night 7:15 to 7:45 feature. Partici- pating sponsorship. OTHER LOCAL FAVORITE PROGRAMS The same skill and production facilities that have built WTMJ-TV participating programs are also available to national and spot advertisers for the presentation of programs ideally suited to individual needs. WTMJ-TV is a complete RCA Victor installation. Because studio remote and transmission facilities are de- signed for one another, WTMJ-TV is transmitting a picture that results in quality reproductions of programs and commercials. The WTMJ-TV dial position on Channel 3 assures good re- ception with any standard tvpe antenna. caUei 3S3; - '•" 1 3 "---:;:.... ■ made ^ ^J te\evision stat fast growing Sales of television sets in the Milwaukee area have exceeded even the most optimistic predic- tions. As of November 1, there were over 9,000 sets in Milwaukee and total installations are ex- pected to exceed 12,000 units by January 1. Combined with the high listenership in the Milwaukee area, this means an audience of in excess of 100,000, or 10% of Greater Milwaukee's total population for most evening programs. Little wonder then that television has grown far beyond the experimental stage in Milwaukee and is now recognized as an effective, economical hard-hitting sales medium. Over two-thirds of the sixty na- tional, spot and local sponsors who have tried WTMJ-TV today remain as successful television ad- vertisers. All three of Milwau- kee's leading department stores have been on WTMJ-TV since its inception and all have dra- matic success stories using the station. Local and network advertisers selling everything from automobiles to food products are obtaining results from WTMJ-TV. With the bulk of installa- tions being in middle income homes, WTMJ-TV is delivering a valuable and growing list of reception homes to its advertisers. NETWORK AFFILIATIONS WTMJ-TV is affiliated with NBC, CBS and ABC. As the link between the mid-west and eastern network closes, the facilities of WTMJ-TV will be available to the users of these three net- works. WORTH REMEMBERING When making your plans for television, remember this . . . WTMJ-TV, Wisconsin's only television station delivers a large receptive audience to the network, spot and local advertiser. wtImj-tv SUCCESSfUjJ ADVERTISER^ THE MILWAUKEE Affiliated National Representativ URNAL TELEVISION STATION h NBC, CBS and ABC Petry & Company, Inc. HANNEL 3 DECEMBER 1948 77 WNJR presents THE JOHNNY CLARKE SHOW 9.05 A.M. to 12:00 Noon Monday through Saturday This outstanding selling team of Johnny Clarke and WNJR will carry your message to a million North Jersey homes . . . one of the richest mar- kets in the country. Represented by AVERY- KNODEL, Inc. GREETING CARDS (Continued from page 75) There was a historical basis, however, for Rust Craft's Christmas broadcast. In 1931, the Greeting Card Association of New York, a trade group, sponsored Charles Hackett, Tenor, on 24 CBS sta- tions for two 15-minute broadcasts dur- ing the Christmas season. The show cost the Association $4,288 for time, and a $1,000 or so for talent. Hackett sang Christmas carols, and the commercials dealt with some institutional selling for greeting cards. It produced good results in a few markets, but the show was never followed up to form a once-yearly listen- ing habit. There have been few other uses of broadcast advertising to sell greeting cards. A few small firms, like the Merit Card Company of Chicago, have bought announcements during the Christmas season, instead of their usual classified ads, to seek door-to-door agents, usually offering to send a "kit" of supplies and instructions to those sending in a letter or postcard. The balance of the industry spends from a few hundred dollars to $5,000 yearly for a few trade ads and newspaper ads in the Christmas and This is a little extra coverage we throw in! All kidding aside, here's our formula — 5000 watts on 550 kilocycles, and a 704 foot an- tenna with a location right in the center of the best soil conductivity area in the U. Sv plus 23 years of good programming, give us unbeatable coverage and listening. KFYR 550 KC 5000 WATTS NBC AFFILIATE REP. JOHN BLAIR Bismarck, No. Dakota Valentine seasons. Only the large firms can afford to print the full line necessary for a big business in "everyday" cards. Just as radio and TV have helped establish mounting brand consciousness in the buying of Botany fabrics, Teen- timer dresses, and a list of other prod- ucts and services where consumer pur- chasing in the past has been on a hit- or-miss basis, they have brought brand- name buying to the greeting card busi- ness. The fact that more radio and TV should be used by the greeting card industry than is employed now is partly the fault of the broadcasting industry. The average greeting card publisher knows very little of what broadcasting can do for his product. Until he is shown direct sales results, broadcast advertising of greeting cards will be confined to the few large firms now using it. * * * SMITH BROTHERS (Continued from page 56) slump reversed itself, and Smith had more money to spend. They bought another musical show, this time a better one, called Songs You Love. The show was much along the lines of the American Melody Hour and featured syrupy ar- rangements of old-time song favorites. It did better than the previous shows, be- cause its Sunday night (,9 9:30 p.m.) spot on NBC made for increased listening. A third musical show, Melody Matinee, followed Songs You Love in the first part of '36, and later in '36-'37. This was a straight music show (no vocals) that held down a spot in NBC's Sunday afternoon schedule. It was again more successful than its predecessors, and due to better business conditions generally in the cough drop industry showed sales upturn that ran in some cases as high as 50CA'. But all in all the results were mild. For the next two seasons ('37-'38, '38-39) Smith Brothers decided on a change of pace in their advertising. For one thing, their network usage had not been particularly successful. For an- other, there was an industry recession that showed its beginnings in late '37 and continued through '38. The advertising budget, based at Smith Brothers on ap- proximately 10% of the anticipated case sales in a good year, was curtailed to the point where they couldn't afford to try their hand again at network radio. At least, not for a while. Tlu' recession ended during '39, an J sales began to i limb again to near-normal conditions lor Smith Brothers in all sec- tions of the country . . . except one. In November of 1940, Smith Brothers 78 SPONSOR »1Vi BILLION DOLLAR MARKET spread over two states Take our BMB Audience Cover- age Map, match it with the latest Sales Management "buying power" figures, and you'll see that KWFT reaches a billion and a half dollar market that spreads over two great states. A letter to us or our "reps" will bring you all the facts, as well as cur- rent availabilities. Write today. KWFT THE TEXAS-OKLAHOMA STATION Wichita Falli— 5,000 Wattl— 620 KC— CBS Represented by Paul H. Raymer Co., and KWFT, 80.1 Tower Petroleum Bldg., Dallas WDEL WGAL WKBO WRAW WORK WEST Established 1922 WILMINGTON, DEL. Established 1922 LANCASTER, PA. Established 1922 HARRISBURG, PA. Established 1922 READING, PA. Established 1932 YORK, PA. Established 1936 EASTON, PA. Rep'ttenied by I ROBERT MEEKER ASSOCIATES Chicago San Francisco New York Los Angeles started sponsoring a cycle of regional newscasts on the Columbia Pacific Net- work that lasted seasonally through March 1943. The news shows were 5- minute evening reports, featuring in turn "name" newscasters like Knox Manning, Boh Anderson, Dick Joy, and Nelson Pringle. Results were quick in coming, and within six weeks sales of Smith Brothers cough drops on the West Coast started upwards. Once the West Coast was holding its own saleswise, Smith Brothers shifted back to straight selective radio. This time they threw off another outmoded notion (a hangover from their days with the Tarcher agency) and stopped their "live" announcements in favor of e.t.'s. One day, early in May 1948, Shaw came to New York accompanied by W. W. Smith for the weekly client-agency huddle over the results of some copy-testing. Smith left early, since he had an appoint- ment downtown with the Smith Brothers at SSC&B. Shaw was talking with Jack Sullivan when Don Stauffer came in. Stauffer had some news. He had just been given the pitch for a new ABC- Lou Cowan package, Stop the Music. Shaw, who has much more freedom than the average advertising manager (Smith Brothers is not run by a large board of directors and stockholders, but by the original family), was sold on the idea. At worst, he decided, they would only be out the cost of Stop the Music for a 13- week cycle, and they could always return to their national selective selling. There has never been any question of dropping the show after a 13-week period. Smith Brothers expects to carry it for a full 26-week period well into 1949. The major problem currently for Smith Brothers, aside from the industry con- troversy over give-away shows, is one of holding their franchise on the show during the summer months of 1949. Vp Shaw says wryly that he feels like an apart- ment-dweller in a "No Vacancies" build- ing whose lease may expire when he needs it most. Smith Brothers' success with Stop the Music is the end of a long trail for the cough drop firm. They have learned in radio, often the hard way, that they must sell their products separately. They have learned that they must do their selling by means of an advertising medium in gen- eral, and a program vehicle in particular that has a mass appeal. Above all, Smith Brothers has learned that radio, properly controlled and well handled, can produce sales for the smaller advertiser as well as the multi-product giants with eight-figure budgets. * * * ON THE DIAL IN LISTENING IN NETWORK WSJS LEADS DAY AND NIGHT NORTH CAROLINA'S RICH TRI-CITY MARKET • WINSTON-SALEM • GREENSBORO HIGH POINT WRITE FOR OUR BMB FOLDER DECEMBER 1948 79 signed and unsigned Advertising Agency Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION Clifford Botway Buell Brooks Clarke R. Brown John Brush Pal < urry Charles (). Dahney Vic Decker Sherwood Dodge Mildred 15. Dudley Sydney B. Gaynor Norman Gladney I.. I). Griffith Henry Howard ( .linn Kyker Si uarl I). 1. uillum Jean Meredith George R. Nelson James I*. Newtown Jr Arthur I'ardoll Ken Pearson (,. AUx Phare Peter Piper Mori Postier Paul Radin B. A. Rc:nis U Ullam .1. Sagstettcr Rill Schurr Norton II. SobO Gordon A . Speedie Dale II. Theobald Phil Waters Harold H. Webber W. V Wilkinson Julian Goss. Hartford Conn., radio dir KDAC. Fort Bragg Calif ., part owner \\( \l . Phila.. publ dept WC.M W . Canton Ohio, com ml mgr. sports dir Foote, Cone & Belding, N. Y.. research dir WDWS, Champaign III., announcer, producer Don l.ee Broadcasting, F. A., gen sis mgr Huher, lloge, X. Y., radio dir, acct exec McCann-Erickson, N. Y., radio, TV comml dept head CBS. H'wood., asst dir press information Eeighton & Nelson. Schenectady N. Y., partner Young & Rubicam, N. Y. CVA Corp. S. !•'.. mdsg mgr R. C. Smith. Toronto, radio dir Makelim. H'wood., pub rel dir Friend, N. Y. Buchanan, H'wood.. vp in chge West Coast motion picture div Lynn-Fieldhouse, N. Y. Stockman Magazine, Memphis, managing ed Packard, Phila. Khrlich & Neuwirth, N. Y., acct exec Van Dorn Iron Works Co, Cleve., adv, sis prom mgr Homer Griffith, H'wood., acct exec Foote, Cone & Belding, N. Y., vp, natl media, research dir Foote, Cone & Belding. L. A., acct exec J. B. Sebrell, L. A., radio dir Erwin, Wasey, L. A., media dir Gardner. St. I-., radio, TV dir Henry von Morpurgo, L. A., TV dept head Gray & Rogers. Phila.. radio. TV dept Presha. Fellers & Presha, Chi., radio. TV dir Vic Decker (new). Canton Ohio, head Same, vp in chge media, research John \\ . Shaw . Chi., timebuyer Raymond R. Morgan, L. A., vp Casper Pinsker, N. Y.. radio dir, acct exec Sherman & Marquette, N. Y., TV research dir Jack Berman, N. Y., TV dir Powell Grant, Detroit, radio, TV dir Marschalk & Pratt, N. Y., contact with Staiulard[Oil' Co (N. J.) Benton & Bowles, H'wood., radio publ mgr George R. Nelson (new), Schenectady N. Y., head California Transit Advertising, L. A., acct exec Sullivan. Stauffer. Colwell & Bayles. N. V., timebuyer Same, gen mdsg, adv mgr Same, managing dir Curt Freiberger. Denver, radio dir Mort Posner (new). S. F., head William kt sti r. L. A., vp Federal. N'. Y., acct exec Ritchie. Houston, acct exec Earle A. Buckley, Phila., acct exec Same, vp Tippett, Jackson & Nolan, Boston, acct exec Campbell-Sanford. Cleve., vp Butler-r.mmctt. Portland Ore., radio, TV dir Same, Chi., acct superv Same, vp Sponsor Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION Norman R. Anderson W. F. Armstrong Frank T. Ja< obfi Frederick M. I.inder Edward I.. Mabry S. N. Mays Neil II. Me I lroy Howard .1. Morgens V\ llliam I . Ni \ iu I.. J. Noonan Joseph A. O'Malley I) (.. Russell Olin A. Saunders Charles A \\ iggins Telecoin Corp, N. Y., mdsg mgr General Motors Corp, Detroit, vp in chge mfg, real estate William S. Merrell Co, Cinci., sis prom mgr Jacob Ruppert Brewery, N. Y., vp Vlck Chemical Co, N. V., exec asst to pres General Motors Corp (Chevrolet Motor div), Detroit, business management dept head Procter & (iambic Ce>. Cinci.. vp, gen mgr Procter eSt Gamble Co, Cinci., adv dept mgr Dorville Corp. N. Y., vp Stokely-Van Camp Inc. Indianapolis, gen sis mgr Chrysler Corp (Chrysler div). Detroit, asst gen sis mgr Superior Coach Corp. Lima O.. acting adv mgr Borden Co. N. Y. General Foods Corp (Calumet Baking Powder div), N. Y., assoc sis, adv mgr General Foods Corp (Minute & Certo div). N. Y.. sis. adv mgr General Motors (l Wash., sis mgr. asst gen mgr < I \( ..Calgary. Alberta. Can., sis staff ks I I . , Si I . pres, vi» n mgr < k i< M . Begin a, Saskatchewan, Can., sis mgr W M I . < i ilar Rapids, Iowa, sis KECA, H'wooil.. sis mgr Transit Radio. N. Y., head, sis mgr W Mil). N. \ .. da\ time sis mgr k\l()\. St I .. n. ill sis mgr KTTV-TY, F. A., sis mgr WOIC- I \ . Wash., sis mgr ckrm, Reglna, Saskatchewan, Can., sis mgr Transit Radio. Chi., sis mgr CKRC. Winnipeg, Manlti ba, Can., sis mgr Intercollegiate Broadcasting System, V v .. sis mgr Same, sis mgr ^ > * l l_ l| pasoddns aqi idaojaiui pue uiooj Suiaii aq) o)ui uni o| unq joj pajinbaj spuosas ma) Ajba aq) u| a>(OMs aq uaqM Suj wean- ||||s seM aji« siq 'Ajo|S saioow 0) Huipioisy EH33EH] "Mike Myiterlei" are protected by copyrlfht Anyone makint use ol this n any manner without permission ol Lanj Worth able to prosecution luture Future Propanu, Inc., It Union Pacific Railroad Lockheed Aircraft Corp. Welch Grape Juice Co. Joseph Tetly & Co., Inc. C. B. Mueller Co. Prince Matchabelli, Inc. Some of the sponsors have shifted to selective radio, others to TV but the big majority have just shifted off the air. In most cases they didn't know what they wanted from broadcasting and in addition didn't know how to go about finding out. Firms like Prince Matchabelli, used NBC, CBS, and ABC before exiting from broadcast advertising. Others used just two chains before calling it quits. Not every firm that plays the field finally exits from broadcast advertising. Goodyear Tire & Rubber Company for instance during the past four years has been on all four networks before settling down to its current The Greatest Story Ever Told on ABC. It was off the air for a number of years before it was sold on the idea of reaching the great "Bible belt" of America through this non-sectarian series based upon the Bible. Programs frequently cause sponsor network shifts. CBS didn't feel that Those Brewsters was a good program for Columbia, and Quaker Oats, happy with the vehicle, took it to Mutual. When Quaker Oats finally decided to drop Those Brewsters and shift to Roy Rogers it stayed on at MBS. The Sheriff wasn't judged up to snuff by CBS and so the Pacific Coast Borax Company took it to ABC. These shifts were made because the sponsor thought that his program was reaching the type of audience it desired and couldn't be sold by the network that it was on that the program wasn't right. Sponsors are also shifted because of star preference for a specific network. When Ed Gardner first brought Duffy's Tavern to the air (March 1941) it was on CBS for Magazine Repeating Razor Company (Schick razors) on Saturday nights 8:30-8:55 p.m., not a very good hour. Gardner plumped for a better time and the following season won Thursday 8:30-8:55 p.m. with the same sponsor. The next season he shifted to the sponsor- ship of General Foods and Tuesday from 9 to 9:30 p.m. From General Foods he went to Bristol-Meyer, his present spon- sor, and ABC on Tuesdays at 8:30-8:55. He stayed at that hour for two seasons but he always had his eyes on the net- work on which he claimed "comedians attained the best ratings" NBC. Finally in September 1944 he landed a Friday night 8:30 p.m. spot on that chain. Fri- day, before this season, hasn't been too good a spot on NBC and so Gardner kept looking for a better comedy night and now is heard in a humor block on Wednes- KMLB KEY TO RICH NORTHEASTERN LOUISIANA MARKET • MONROE LOUISIANA 4P ■ FACTS- *KMLB serves a 223 million dollar market encompassing 97,410 radio homes — all with- in KMLB's one milevolt con- tour. In area this includes 17 parishes in northeastern Louisiana and 3 counties in Arkansas. *BMB report. 5,000 WATTS DAY 1,000 WATTS NIGHT AFFILIATED WITH American Broadcasting Company Represented by Taylor-Borroff & Company, Inc. 84 SPONSOR Baltimore Television means WMAR-TV As MARYLAND'S pioneer television station, WMAR-TV consistently cov- ers an area from Washington to Wilmington. (Del.), and from Pennsylvania to the Potomac. The peerless propagation of Channel Two carries programs from TWO major networks, via the television station of the Sunpapers of Baltimore to televiewers in the Chesapeake basin area. WMAR-TV's own coverage of political cam- paigns, sports and special events— civic, patriotic, and cultural— is unequaled in this rich, productive area. Represented by THE KATZ AGENCY INCORPORATED ATLANTA ■ CHICAGO ■ DALLAS DETROIT ■ KANSAS CITY ■ LOS ANGELES NEW YORK ■ SAN FRANCISCO day (9-9:30 p.m.). His sponsor went along with him, for lie has delivered on a low cost-per-point basis from the begin- ning. Gardner isn't unique and there are other stars who consider the proper spot on the right network as important to them as the pay check. The Ford Theater shifted from NBC (Sunday 5-6 p.m.) to CBS for two rea- sons. First a good 60 minutes wasn't available for Ford on NBC. It was hoped that the NBC Sunday afternoon spot would deliver the audience but Ford was bucking a habit of listening which gave Mutual the edge during that period and Sunday afternoon isn't the ideal time for an hour-long drama. Besides, CBS con- sistently has delivered a better audience for plays than NBC having established itself with "good theater" almost from its founding when Arabesque brought top- flight audiences to the then infant web. The most successful sponsors make the fewest network changes. There are ex- ceptions to this rule as witness the con- densed milk company and others men- tioned previously in this radio chess game saga. Big sponsors nevertheless will shift programs from network to network after they feel their vehicles have sold all the listeners available at one hour of the day over one network. (A report on Why Sponsors Change Programs is a future study which will appear in these pages shortly.) One reason why big sponsors don't shift can be traced to a matter of discounts (dollar volume, contiguous programs, and frequency) . To move a program from one network to another in a number of cases would double the cost of the program for the sponsor. [This is because of the fact that a move could place a sponsor in a different discount bracket and break up a block of contiguous programs. There is also the factor of sacrificing the habit of listening which programs develop. Sponsors change networks for many reasons but an analysis of over 100 changes proves that the successful changes are those to a better time slot in a block program sequence. Even these have been known to be unsuccessful unless sponsor, agency and new network work to promote and publicize the change. Sponsor shifts on networks are a big business — for other media. When Ameri- can Tobacco Company shifted to Jack Benny and NBC they agreed to spend $250,000 a year publicizing the fact. Re- cently a network offered a sponsor on another network a $225,000 newspaper advertising campaign if he shifted a program. All shifts must be made in high. * * * The music pours forth in Spillville (IOWA) A northeastern Iowa village of 500 people, Spillville is widely known as the summer home of the famous composer, Antonin Dvorak. In this fertile farming area he found inspiration for many beautiful melodies. WMT also makes sweet music in Spillville — and in a thousand similar communities in WMT- land. With Iowa's stupendous bumper crop, Iowa farm income will reach new peaks this year. And WMT's listeners will have more money than ever to spend with WMT advertisers. Ask the Katz man for full details. -**WrSC. CtCvAXN^v^CSfO&.S^. • WMT CEDAR RAPIDS 5000 Watts 600 K.C. Day & Night BASIC COLUMBIA NETWORK DECEMBER 1948 8S SPONSOR SPEAKS TV Danger Ahead Television, which may yet turn out to be a model of self-regulated good taste, is currently in need of taking stock of itself. The signs point to danger. There's growing awareness, by sponsors, broad- casters, and viewers, of a risque quality to many telecasts. The big-time night club favorites aren't above slipping in a fast one or two via the new medium. If they aren't challenged, objectionable refer- ences, gestures, and gags are bound to iiu rease. The problem isn't confined to the stars. One irate TV station manager reported that he finds it necessary to check re- hearsals of his one-night-stand enter- tainers (frequently engaged via booking agents) with an eagle eye and flapping ear. Television, with its many virtues, lends itself readily to much that is unpalatable in the home. A broadcaster recently stated that the dance routine required of a four-year-old offended him and his family. The line of demarcation separating de- sirable and undesirable is very faint. Without a TV code of ethics, there's grave danger that some time within the next year or two the public will demand regu- latory action. We prefaced all this by saying that TV "may yet turn out to be a model of self- regulated good taste." There's no reason to think otherwise. For television falls heir to the fruits of years of study involved in two effective and pertinent codes — the Motion Picture Producers and the Broad- casters. It's up to TBA or NAB, or both, to get busy. Live Programing The time has passed when it matters by what electronic method a program is brought into the home. The success of the Bing Crosby program over ABC is of course a classic example of the fact that transcribed programs can reach a better than normal network audience. Both ABC and MBS have a number of pro- grams which are transcribed or wire re- corded before being transmitted and there is no difference between reactions to enter- tainment on platters than there is to that sent forth live on the chains. From the very outset, TV has elimin- ated an>' antipathy to film, television's equivalent to recorded programing. Early ratings indicated that film ranked high among viewing habits, despite the Grade B and C film features which were scanned. Film today is an important part of TV programing. It therefore makes very little sense to refuse to accept recorded programs for one broadcast medium and to accept them for another. CBS has broken its unwritten rule for the daytime commercial program, What Makes You Tick and WCBS, its New York outlet, has accepted (see Mr. Spon- sor Asks) the new transcribed Bing Crosby program. Plans for CBS summer programing call for many e.t. programs. NBC's new summer ideas also call for transcribed repeats of top winter pro- grams, so that even the senior network is recognizing that if the program is tops, recording won't tear it down. However, the use of transcriptions must never be permitted to become so preva- lent that they completely eliminate live programing. Broadcasting's immediacy must not be replaced with 100r(' plattered shows. Sponsors must continue to be made aware that live programing, both local and network; is the lifeblood of broadcast advertising. Station and net- work program managers must not be made, as they are in the motion picture industry, the glorified janitors of enter- tainment. The feeling of the listener that "I am there" mustn't be eliminated from the advertising medium that reaches the nation. Applause Pilot and WABD Help TV Two major contributions to speeding the growth of TV as an advertising medium were made during the past few months. They were in no way connected, yet they both contributed to increasing television's audience. The lust contribution was the WABD (N. Y.) scheduling of programs for a full daj from earl) a.m. to after 10 p.m. It seemed at first blush to be a risky gesture foi the DuMont station to staj on the air throughout the day, and one that would cost 1 1 1. pioneer New York telecaster sub- stantial sums of money. It didn't turn out that way. The operation, before the end ol the first month, was in the black. It also seemed that it would take a comparatively long time to get the TV audience to learn that there was a station on the air from sunup to sundown plus. This also proved incorrect. Viewers were very quick to learn that there was some- thing to see and hear on the daytime air and they have been tuning to WABD in substantial numbers. Just as DuMont speeded up the return of TV to the air during the war, just so is it forcing sta- tions throughout the nation to recognize that daytime TV is here now. True, the level of WABD's programing isn't woi Id shattering. In many instances it's con- siderably short of passable visual enter- tainment. That's not half as important as the fact that the break has been made and regular daytime TV has arrived. The second major contribution is Pilot Radio's. Pilot has produced a TV re- ceiver selling at $99. SO that's easy to tune, requires a minimum of installation and with an assist of a magnifying lens delivers a picture large enough to be enjoyed by many people. The Pilot $99.50 television set is light enough to be picked up in the ami and carried around the house. It's as simple to tune as the average radio re- ceiver. Both the sound and the picture are clear. It has broken through the $400 price range for TV sets that has held back mass buying of receivers. It's not a sub- stitute for a large screen set, but it must always be remembered that millions of homes listen to radio on portable sets and have no other receivers in the home. It takes a $99.50 midget TV set to convert this audience to the visual medium. Pilot has delivered the set. To WABD and Pilot, the sponsors of the nation owe a deep bow for hastening the arrival of national-TV day. 86 SPONSOR Where else in America? - >j< Not the north — not the south! Not the busy indus- trial east nor the farm-rich middle west can really mir- ror our land in all its varied aspects. But there is one area, embracing parts of all these places, which does. It's WLW-Land — a true cross section of the country. Where else in America could you hope to find so perfect a proving ground for new products and new ideas? In WLW's Merchandise-Able Area are 330 counties comprising parts of seven states. Nearly 14 million people live here. Some are wealthy, some are poor. Some live in great cities, some in liny villages. Some work in factories, some own farms. When you know how these people will react to your product, your package, your selling appeal — you'll have a good idea how consumers everywhere will respond. And you CAN know through WLW; for this great radio station covers the area as a network covers the nation. It dominates most cities but not every city. It reaches most farms but not every farm. You'll face this same condition else- where throughout the country, no mat- ter what medium or combination of media you choose. But by using WLW first, you can learn the answers in advance. WLW is particularly well equipped to help you get the answers. Besides one of the nation's largest and most loyal listening audiences, WLW offers facili- ties not equalled by any other station. It can help you siudy the market — get distribution — win dealer cooperation. It can help you learn what consumers really think about your product — your price — your package. With manpower to do the job, and a "know-how" pe- culiar to its territory, The Nation's Sta- tion stands ready to serve you in the proving ground for America! WLW THE NATIONS MOST MERCHANDISE-ABLE STATION pOnTANT III WESTERN UNION 1207 JOSEPH L. EGAN PRESIDENT SS^bSm <*»»»• •*-■ " "* *~ °° to* teW. »«'* '" *•* "^ * ADVERTISERS, UNLIMITED. ANYWHERE .USA. _ ^ ^ BR0AD SS55.-5S T1SERS FOR SPOT OR PROGRAM TIME - STOP - FOR OETA.IS - WRITE WJW CLEVELAND FIFTEEN, 0,0. WJW _ CLEVELANDS CH.EF STAT.ON Bill O NEIL. President BASIC ABC Network CLEVELAND 850 KC 5000 Watts REPRESENTED NATIONALLY BY HEADLEY-REED COM P A N Y O J> Glass Wax: miracle in 1948— p. 30 Wholesalers' lament— p. 26 Cereals and how they're sold— p. 21 TV law: confusion plus— p. 34 °*°k >o rac Ears rfi 6 picture 1 Will our rockets have reached the moon? Will the uses of atomic energy be a boon to mankind? And what about broadcasting? Will radio be a satellite of television? Perhaps a new miracle of air transmission will be exciting the world. In 1960, as today, you can bank on this: Havens and Martin Stations will be experimenting, pioneering, and programming for the listeners of Virginia. Half the joy of broadcasting is vision. Much of the rest is serving. Watch the First Stations of Virginia in 1949 . . . WMBG-AM, WCOD-FM, WTVR, The South's first television station, affiliates of N B C. WMBG am WTVR tv WCOD- . ?&*/ ://„//,■„.> ,/ ty/jy/vu, Havens and Martin Stations, Richmond 20, Va. John Blair & Company, National Representatives Affiliates of National Broadcasting Company vfl TS.. .SPONSOR REPORTS. . ..SPONSOR REPORT SKOURAS AND ABC STILL TALKING STOCK PURCHASE 3 January 1949 Twentieth-Century Fox and ABC are still talking business. There is every indication that Skouras motion picture operation will directly or indirectly move in on American network. When and if it does, expect some ABC capital gains gestures which will bring top Hooper names to ABC. END OF DISK BAN SAVES RECORD SPINNING SHOWS TV TALENT UNIONS CONTINUE EVERY MAN FOR HIMSELF -SR- End of recording ban came just in time to save radio lives of number of disk jockeys who were finding that few of them are good enough to hold audiences with chatter and old disks. -SR- Talent union situation in TV is as cloudy as it was day 4-As (over- all talent union) set up investigating committee. Radio actors group felt it had everything under control, but one after another of unions have kicked over applecart. No talent group is willing to give up TV jurisdiction. -SR- Income from station representation is important to networks. They'll not give up this part of their business without fight. Independent association of station representatives made good case against chains before FCC, but battle has only begun. -SR- By 15 June, CBS expects to be most powerful network in broadcasting history. It will be roughly 40,000 watts more powerful than NBC at night and have 58,000 watts more oomph in daytime. These figures do not take into count wavelengths (position on dial) and other factors not measured by FCC authorized power. -SR- MARKET RESEARCHER Indicative of what some firms feel about market research is election WEBS WANT THEIR REP BUSINESS TO CONTINUE CBS PASSES NBC IN POWER NEXT JUNE? HEADS McCANN- ERICKS0N of Marion Harper, Jr. , to presidency of McCann-Erickson during •second week of December. Harper is second president of agency which has been headed by H. K. McCann since its founding in 1930. Many of McC-E accounts have clauses in contracts calling for special research services. Agency has been figure and fact minded since inception. -SR- INSTALLATION Problem of high annual consumer service charges for TV sets is hold- AND SERVICE COSTS ing back many purchases, retailers report in confidential survey HOLDING BACK TV conducted by lesser TV manufacturer. "When installation and service charges are more than cost of an adequate AM radio-phonograph com- bination, they stop buyers dead," is way big radio-TV dealer phrased it. SPONSOR, VoL3. No. 3. 3 January I9',9. Published biweekly by Sponsor Publicatio.ru Inc. Publication offices: 5800 V. Marcine St.. Philadelphia if. Pa. Adrertisiruj. Editor- ial, and Circulation offices. i0 W. 52 St., New York 19. N. Y. Acceptance under the act of June 5. I93'i at Philadelphia. Pennsylvania, authorized December 2. 19'i7 3 JANUARY 1949 REPORTS. . .SPONSOR RE PORTS. .. SPONSOR H COLUMBIA (S.A.) Indication of what record companies and Petrillo (AFM) seek in U. S. TAXES DISK-PLAY- as levy against broadcasting stations playing home recordings, is ING BY STATIONS Columbia (S. A.) tax on playing of records by broadcasters. Every time station plays disk, it pays 3 centavos to government which in turn pays royalties to recording companies and composers. -SR- December saw 1,000,000th post-war TV receiver come off production line of members of Radio Manufacturers Association. RMA represents great majority of all radio and television set manufacturers. -SR- Need of aggressive advertising by package-goods manufacturers is indicated by consistent decrease of counter (service) grocers. In 1939, 45% of independent grocery and combination stores had sales- men. In 1949, it's estimated that only 10% are not self-service or semi-self-service. Products in self-service stores must be ad sold. -SR- AIR ADVERTISING Broadcast advertising will not decrease in 1949, according to esti- INCREASE EXPECTED mates of industry statisticians. Virtual exodus of Standard Brands IN YEAR 1949 and a few other network advertisers will be balanced by greatly in- creased automotive, drug, and insurance advertising. It's also ex- pected that SB will be back on air before end of year when a new approach to using air time comes forth from new agency for account. Increase in broadcast advertising does not include TV expenditures. TV SET PRO- DUCTION PASSES MILLION MARK GROWTH OF SELF- SERVICE FORCES PACKAGE GOODS ADVERTISING BENNY IS GOOD IN THIS T0WN- AUTRY'S BETTER RATING BATTLE CONTINUES HOT CONTINENTAL MAY BE FIFTH NETWORK -SR- How local listening habits differ is indicated in town below Mason Dixon line. CBS station in area wasn't particularly happy it was getting Jack Benny after 2 January. Gene Autry competing with Benny over this station regularly topped J. B. by 4 to 5 Hooper points. -SR- Battle between NRI (Nielsen) and Hooperatings continues hot and heavy. NBC has signed U. S. Hooperatings and both services have signed number of important agencies and clients. Hooper has in- creased diary sample and Nielsen is installing new Audimeters. With listening habits changing this year due to switch in network pro- graming, it is more important than ever for industry* to have rating service on which advertiser, agency, and broadcaster^ agree . CBS is said to have signed to pay S3, 000 per point it doesn't gather with Benny, based upon previous Benny ratings. If Hooper and Nielsen ratings don't agree (and they probably won't) it's hoped that con- tract is very specific on what CBS pays off. (Benny has for years lived and suffered with his Hooperatings.) -SR- Continental FM-Network is moving more and more in direction of being network first and FM (except as interconnection facilities) second. It's also following TV network policy of using transcriptions (in this case tape recordings) to service non-connected affiliates. Thus far AT&T hasn't decided to fight Continental as being "unfair to telephone lines." SPONSOR Babson's "Magic Circle" Prove* Our Claim... KCMO's Mid-America is TVfale of Market! KCMO's Mid-America, located completely within the "Magic Circle," has always been a big market — and it's getting bigger and bigger! For radio coverage in the "Magic Circle," you need KCMO's one- station blanketing of Mid-America. 213 counties inside KCMO's 50,000 watt measured '/2 millivolt area — listened to in 466 counties in 6 "Magic Circle" stotes (gray counties on map). Center your selling on KCMO, Kansas City's most powerful station for Mid-America, in the "Magic Circle." KCMO . . . and KCFM 94.9 Megacycles KANSAS CITY, MISSOURI Basic ABC Station for Mid-America ONE station • ONE set of call letters ONE rate c a rd • O N E spot on the dial "Richest in time of peace, safest in time of war," says economist Roger Babson about the "Magic Circle" area! And, Walter Bowers, Secretary, "Mogic Circle" Development Conference, adds, "The annual income of the 'Magic Circle' has increased in ten years from six to sixteen billion dollars. Bank deposits have gone up in some parts of the 'Magic Circle' as much as five hundred per cent. Land values have doubled and tripled. The 'dust bowls' of the 20's and 30's have become the boom bowls' of the forties!" 50,000 WATTS DAYTIME -Non-Directional 10#000 WATTS NIGHT-af 8io (cc National Representatives JOHN E. PEARSON COMPANY OneVoesNriMid'Atnetiw 3 JANUARY 1949 #.. I mu l\ 0& ^ SPONSOR REPORTS 40 WEST 52ND ON THE HILL MR. SPONSOR: G. VERNON COWPER PS. NEW AND RENEW CEREALS AND HOW THEY'RE SOLD THE PETER PAUL FORMULA WHOLESALERS' LAMENT DOWN TO EARTH GLASS WAX: MIRACLE IN 1948 RADOX RESEARCH TV LAW: CONFUSION PLUS SELECTIVE TRENDS TV RESULTS MR. SPONSOR ASKS CONTESTS AND OFFERS 4-NETWORK COMPARAGRAPH APPLAUSE SPONSOR SPEAKS 1 4 6 12 14 17 21 24 26 28 30 32 34 36 40 44 52 59 78 78 ■ I bi-wcckl) bj sponsor publi. cations inc, Executive, Editorial, and Advertiaini Mew York 18, N. V. Telephone: Plaza Chicago Office: 360 N. Michigan ivenue Telephone: Offio ''-1111 North Marrini Street, P II, Pa Subscriptions United States $8 a inada SO. Singli copii 60c Printed in U S A Copj righl 1949 SPONSOR PUBLICATIONS INC i Publisher: Norman K Glenn. Secretary- I mi. < 'ouper Glenn. I r: Joa ph M. Kochler , : es Sinclair, James tella Brauner. Art Directoi Howard Wcchaler. i J. Blumcntl mg Do- portment rial I (Chicago Manager] Dun an I r Co., 448 Hill Sir' I Co., Mills BIdg. Cirrulation Manager: Milton B i COVER I'll i i mi admires his billing in hunts in front of ('I)S':. Hollywood Playhouse. 40 West 52nd WRONG TOWN In looking over the December issue of sponsor, I was ten ifically shocked to note on page 28 you carried a picture of our homespun philosopher and listed WIBW as Wichita. Ben Ludy General Manager WIBW, Topeka f Reader Ludy is hereby thanked for halting SPONSOR'S attempt to relocate one of the mid- west's most popular outlets. SCHWERIN LOST NO CLIENTS We noted with surprise the statement in your December issue ("Sponsor Re- ports," page 2) that qualitative radio re- search organizations "signed no new con- tracts during November, and in several cases lost clients." Schwerin Research Corporation is doing far and away the biggest volume of such work, and the above statement, if true, would reflect on us. We don't know what the experience of others in the field has been, but in November we (a) signed a new contract with the National Broad- casting Company covering the year 1949 and (b) signed contracts covering four major network programs and their com- mercials. As far as the second half of the statement goes, we have lost no clients, in November or in any other month. I trust you'll bring these correct facts to the attention of your readers. The num- ber of people I've had to straighten out on the facts of this situation is testimony of how much sponsor is read and believed throughout the industry. Horace S. Schwerin President Schwerin Research Corporation New York FARM YOUTH AND WTIC We were pleased to find the picture of our Farm Program Director, Frank At- wood, on page 44 of the November issue of sponsor. Your articles on farm broadcasting have been interesting and, I think, important. This is a field where radio can do an outstanding public service job and effective selling for com- mercial sponsors. Station WTIC has an early morning farm show, the WTIC Farmer's Digest, 6: IS to 6:54, Monday through Sat rday, (Please turn to page 8) I LANG-WORTH M MYSTERY" /> ' Tlie (> of the $liiyeiln(| Corpse The woman lay crumpled in the snow in an alleyway between tall buildings. Although it was bitter cold, she wore no coat, and the only objects near her lifeless body were one of her shoes, the laces still neath tied, and her hat. which looked as fresh and new as though she had bought it only moments before. The young Irish policeman, who had discovered the body, scratched his head. "I'd say it"s a case of hit-and-run driv- ing." he said to Homicide 1 ieutenant Evans, "only there's no tire tracks. May- be some hoodlum blackjacked her and took off with her coat and purse. What do you think'" Lieutenant Evans said, "No, this is suicide Three clues prove that beyond a doubt." " \iu\ what may they be?" asked the cop. {Solution be/ow) "Mike Mystery" is a feature o(a 15-minute transcribed music and mystery show avail- able 5 times weekly for national, regional or local sponsorship on 600 Lang-Worth affiliated stations. For full information, contact your station or its representative. UK-WORTH feature programs, inc. 113 W57TH ST. NEW YORK 19, N. Y. THE SOLUTION •>pp|IH Xq H»°»a '•>!PJ«A HDEl>|De|q I i||iw I i'..n .mj| J8A0 jaq |H| |'i-q 3UO OU |eq| paMOqS II i| l'."|' "i m n 9m ■.,!( in iaq|jn | ..win: i.hj q)IM apiSC )i Ae| I'm- Aiii'.iii )i p|oj |eo3 jaq aAoiuai ||im 'jooj jo mopuim r 1 1 Duiduinl Aq apioins iiuiujoj o) sapisap oqw ucuiow t AjqriicMn )soui|F icqi puno) uaaq s,|l '■ i'H i .mii o) 8uipj033V j.ii'iImm aq) Aq n'i'i aq) woij Mini m.mmi peq pai| pin- pa3C| nir. saoqs aq) in auo '8ui ||cj Aq qjeap ui asej aq] uai|0 si • v s8uip|inq aq| in auo iuoi| q)eap jaq o| padea| peq ufuiom peap aq] K"|,l .1 '[ I I r^fl 'Mlka Mysteries'' are protected b» i f .1 ,1 i I I t L MrnnriifM Anyone makini use ol this feature in any manner without permission ol Lan| Worth feature Projrams Inc is liable to prosecution Advertisers don't jump around from station-to-station ...in Cleveland! They KNOW where they get sales results ... by reaching the largest audience at the lowest (network station) rates 3 JANUARY 1949 Broadcast Economy Better Than U. S.'s Broadcast advertising starts the new year with an economy that's better generally than the Nation as a whole. There's no expectation of a sizable radio recession during 1949 but the general business index will stand still or go back a little until April-May 1949. Luxury Items Suffered Most Christmas 1948 Reports from the Hill indicate that luxury items suffered most in the 15%-or'Under Christmas buying of 1948. This indicates that most industries, except "necessities," will revise their ad budgets for this year. Even the so-called "low-cost" foods will have to resell the consumer on using them instead of higher-cost standard eatables. Public pressure, it is expected, will force government action which will enable farm foods to be sold under "support" levels. This will keep both the farmer and public happy. It's going to take some fancy federal book- keeping however. New Auto Lines in Fall 1949 Automobile backlog is tapering off. New "used cars" no longer are bringing sizable premiums and older cars are settling down to "blue book" prices instead of the fancy premiums which they brought in 1947-48. New lines will be out this fall and with the new lines will come intensive broadcast advertis- ing and general advertising campaigns. There was compara- tively little competitive advertising in 1948 but there'll be plenty in 1949 with no holds barred. Kaiser-Frazer will be accepted as competition by rest of industry with K-F announc- ing a new car in the low price range which will force Ford to forget its quality appeal to fight for the low price market. General Motors will also get into the fight somewhere and will use considerable airtime and advertising space to tell its Chevrolet story. Better On the Hill Radio Coverage Washington's network reporters will be given some help during 1949. In the past, these voicers of what is happening on the Hill have been forced to rely on unofficial legmen who were actually publicity men with something to sell. In return for a possihk plug for their favorite client, seldom actually re- quested, they acted as the eyes and ears for network commen- tators. Now chains are considering budgets which will give their D. C. editors money for researchers. It's long overdue- "Freedom of the Air" Appeal Is Liked While Justin Miller, president of the National Association of Broadcasters, hasn't handled everything to the satisfaction of the members of the association which he represents, he has handled the "freedom of the air" issue so well that many of them are willing to forget his "messing up" the industry code operation. The code is supposed to be practically 100c( opera- tive starting January of this year, but it's already admitted that it will be more breached than obeyed. Judge Miller's problem is when to be tough with his own members and when to forego the whip. "Freedom" has carried him over the rough spots. A New Twist to Increased Postal Rates Increase in postage rates, which will come up again in the new Congress, will have a varied backing. One off-the-record plea for the new rates will be that they may actually permit an eventual return to lower rates through efficient advertising on the air and in the press. One of the assistant postmasters points to the accomplishments of Canada which has saved hundreds of thousands by practically eliminating the Holiday peak through advertising. The pre-Christmas Canada mail peak is around December 18 with the bulk of the mail delivered before December 24. It's a new twist— this "increase the rates so that we can reduce them later," but it may work. Anti-Antitrust Advertising? Expect increased public-informational advertising by milk, dairy products, baking industries and food chains. These and many other industrial groups will be among those hit by the 40 antitrust cases reported on the agenda of the Department of Justice antitrust division. Since the department may ask for higher penalties, including six-month jail sentences and $50,000 fines, managements in the threatened industries are planning counter measures in the form of good-will advertising. Build- ing materials, textiles, telephone equipment, radio and tele- vision receivers are all under Department of Justice eyes at present. Fact that most TV sets of equal ability are priced within a dollar of each other hasn't helped the radio industry. Undistributed Profit to Be Hit Labor will start using the air this Spring to point the finger at the fact that only 35% of corporate profits were distributed in 1948. Some corporations can explain the reason for this but others are just playing it safe, at the expense of stockholders and labor, say labor economists. Extra tax on undistributed profits may result from labor's campaign. RCA Chairman Sarnoff Expected to Work on NBC NBC's losing a few key accounts and programs will force that network eventually to accept an overhauling with RCA's chair- man of the board, David Sarnoff in charge. With Frank Folsom (SPONSOR Reports, November 1948) in command of RCA's manufacturing activities, Sarnoff will devote a solid percentage of his time to NBC. The result will be healthy for all broadcast advertising. SPONSOR III in'xi issue: "Outlook" a now SI*0>SOII font lire MORE THAN HALF THE NATION'S STEEL IS PRODUCED IN THIS WWVA AREA A FOUR-STATE AREA RICH IN OPPORTUNITY Hard steel and soft coal combine to make this WWVA-land a solid market for alert adver- tisers. It's a land rich in people — more than eight million of them; it's rich in retail sales — nearly $4^2 Billion Dollars Annually; it's rich in potential — every day more industries are surveying the area to locate nearer their supply sources. This four-state area that makes WWVA-land includes Eastern Ohio, Western Pennsylvania, West Virginia and Virginia. From it come more than half the nation's steel, more than half the nation's bituminous coal. You can reach it with one station, one cost, one billing— with WWVA. An Edward Petry Man can tell you more about this land of opportunity. wwm 50,000 WATTS--CBS--WHEELING, W. VA. NATIONALLY REPRESENTED BY EDWARD PETRY & CO. National Sales Headquarters: 527 Lexington Ave., New York City 3 JANUARY 1949 YOU MIGHT GET A 425- POUND WHITETAIL DEER - BUT... YOU NEED WKZO-WJEF TO MAKE A KILLING IN WESTERN MICHIGAN ! If you're shooting for higher sales in Western Michigan via radio, you've got to use nearby or home stations to tell your story effectively! Here's the reason: Insofar as radio reception is con- cerned, Western Michigan is unique. We have a definite and distinct "wall of fading" around our area that almost completely prevents good reception of outside stations, no matter what their power. Consequently, people in Western Michigan keep their radios tuned almost exclusively to near-by outlets; seldom even try for faraway stations! Of all the stations in Western Michigan. WKZO, Kala- mazoo, and WJEF, Grand Kapids do the most economical and effective job. Economical, because these two stations have an exceptionally attractive combination rate. . . . Effective because the January-February Hooper shows that, for Total Rated Time Periods, WKZO has an amazing 55.8% Share of Audience and WJEF a solid 2.'{.1', in their respective cities! Lei us or Avery-Knodel. Inc. jji\c you all the facte you need about Western Michigan. NOW? * Albert Tippett fioi one that size, near Irani Lake, Michigan. WJEF J fat in KALAMAZOO jfodt in GRAND RAPIDS ■nd GREATER WESTERN MICHIGAN (CIS) AND KENT COUNTY (CIS) BOTH OWNED AND OPERATED BY FET2ER BROADCASTING COMPANY Avery-Knodel, Inc., Exclusive National Representatives tO West 52nd (Continued from page 4) that has at least two newsworthy angles. It is one of the few service-type farm programs that has full commercial spon- sorship. As a part of our farm service, we have launched the $20,000 WTIC Farm Youth Program to help boys and girls acquire purebred breeding stock. The Clark Farm Equipment Company of Hartford, manufacturers of Clark Cutaway Harrows and wholesale dis- tributors of several other lines of farm equipment, took on the complete sponsor- ship of the Farmer's Digest in February of this year. The Clark Company has five minutes of commercial time each day, usually divided into five one-minute an- nouncements, for different items of equip- ment. Commercial copy is furnished by an agency with the understanding that it will be revised by the farm director to make it fit smoothly into the farm news of the day and other features of the program. As a wholesale distributor, the Clark Company brings in frequent mentions of retail dealers throughout its territory, adding local interest to the commercials. Station WTIC retains full control of the editorial content of the program, the only way that a service program can operate, we feel, under a sponsorship arrangement. The WTIC Farm Youth Program was developed by the station in co-operation with the 4-H Clubs, the Vocational Agri- culture teachers, and the breeders of pure- bred livestock in our area. The station set up a revolving fund of $20,000, which is used to buy purebred dairy and b eef heifers, which are consigned to selected 4-H Club boys and girls or to Vocational Agriculture students. The youngster becomes co-owner of the calf with Station WTIC and signs a note for the purchase price payable, without interest, in two and one-half years. The breed associations select the calves and determine a fair pur- chase price. The 4-H Club agents and the Vocational Agriculture teachers supervise the care of the animal. Our objective is to encourage farm youth to build their own herds with good foundation stock. Since May 1, we have purchased thirty-eight annuals, and we are enjoying the finest co-operation possible from all concerned. We believe this project is unique, and we believe also that it will have far-reaching results in encouraging young people to become farm operators. Walter Johnson Assistant General Manager WTIC. Hartford SPONSOR ~ 9 & Q ®®®® © #©©©^Q##^*»' REPEATED RENEWALS PROVE • • • I HIS powerful array of smash-hit, public preferred, sponsor-approved Ziv shows is terrific "box office" — delivers the audience! Sensational sales builders for result- minded sponsors, they're tops in production, tops in showmanship, tops in Hooper ratings, tops in pulling power for sponsors and stations! ^^ ro»._ "^ Dm... )'On, t. , * "9s of ,l u" h'^>'9h,ed ' "* op "on ,b0°nd °f o th r 'c/r»e. 'he «« flona ^OMBARDOSHOW «i> '^C ; ; lH Cn;*£ J:: measure p ism 9oQ,4 «** ?"«y 1°*' '**'*» ,fo/ w» ^or/^'O* "^ eo fi^srojv ***£» BL^CUtB «»ie »Ho. «■ SI 'Co/ "Co- de ^/.e s« '»• 7 /* KG, ^6C 5ve« 'no1 Pre. 05/,, "^ °r«1 'p a, °rK r*i 'erf "»p, Vo ov/o- sen '°«p/, ,u*l*f?'e ooo/ o//, We of to, fojj "•oor 2 *0c/ M, Mfe **o. ''Bft© *****; Hi ri •cen< t °Pe* ■vfej «... 1u°rter.n °«h, B«ees/ "•"s/co/. The BL '°p a 'ah % ^o//o l^with their ami ^^^s with their sponsors, as evidenced by repeated renewals! Many other ZIV programs are avail- able— for every type of sponsor — to meet even selling and promotional requirement: EASY ACES, SONGS OF GOOD CHEER, MANHUNT, Uf NING JIM, PARENTS' MAGAZINE ^BEAREST MOTHER, CAREER oP(i| ^%!AIR 0RBIDDEN DIARY, SPARKY AND Dll i, BEYOND REASONABLE D( Transcrib 3°y/ 9ree t*r,c >//. to0r SfQr my ste Pre rfe| sen t/e f*ttr m»9 Bm i2%mB H°«r»c far profitable setting - I NVE STIG ATE WDEL WILMINGTON DEL. WGAL LANCASTER PENNA. WKBO HARRISBURG PENNA. WORK YORK PENNA. WRAW READING PENNA. WEST EASTON PENNA. Represented by SPM ROBERT MEEKER Eg~ A S S O C 1 A T E S J^$ New York Chicago ^V^MI San Francisco • Los Angeles Clair R. McCollough Managing Director STEINMAN STATIONS Mr. Sponsor i». Vernon (owper* In charge of Advertising and Sales Promotion Bates Fabrics, Inc., New York There was no previous Bates Fabrics' advertising history for Vernon Cowper to absorb when he was hired, "you-all" accent included, by the thoroughly Yankee firm in 1930. There simply wasn't any Bates adver- tising. The tall, easy-going North Carolinian had to start from scratch. His first assignment was that of promotion man for a 1930 change in the Bates distribution. The following year Bates began to advertise in trade papers, and Cowper's department expanded rapidly from the original battered desk-and-telephone operation. In the following 18 years, Bates spent ever-increasing amounts for advertising (mostly color pages in class magazines). Cowper now runs a department that includes everything from artists to a complete motion picture crew. Bates Fabrics, largest U. S. producer of combed fabrics, sells a product that lends itself best to visual advertising. In 1947, using magazines and newspapers, Bates sold 136,296,041 yards of fabrics and did a gross business of $63,755,537. Bates has felt that radio could never tell their sales story and so has never used it nationally!. But, the combination of Bates and television was as natural as ham and eggs. With a visual product to sell, a background of producing fancy retail fashion shows, and a movie crew adept at making sales promotion films, Cowper began looking in mid- 1948 for a TV show, found it in telegenic Kyle McDonnell and Girl About Town. The show went before the NBC-TV cameras in September over the "full" network. Bates expects to spend $275,000 for it, out of a $1,250,000 budget, in 1949. Cowper is well aware of the fact that broadcast advertising works best when it is well-promoted, both to the trade and to consumers. Bates does a big merchandising campaign in TV cities, particularly at point-of- sale. Cowper considers it too early to measure the sales effectiveness of TV, but it has stirred up tremendous enthusiasm among Bates dealers and Cowper feels that his TV advertising is holding its own well. In Cowper's home in Scarborough, New York, the family's TV set is on more often than it is off. Cowper's two small-fry daughters, Louise 'h and I lolly (age 6), have taken ovei completely. The moppets are already veteran viewers and iat times) withering critics. But, Cowpei says with a sigh of relief, the) like "daddy's shows" even the Had ones. with his r\ program stars 'liniis uses selective ruin in \t un<- ! an institutional public relations ;<>'». sponsoring n locally produced dramatic shou calledttDo r mi Know Xfaint I 12 SPONSOR ADVERTISEMENT H MTH EI& In the most recent survey of North Dakota listening Columbia's affiliate, KSJB, led all other stations by a margin of two to one. The survey was made in seven representative counties . . . none was a county having its own radio station. There are two main reasons why KSJB leads the field. They are programming and power. KSJB takes full ad- vantage of Columbia's facilities and builds local shows to fit the schedule. North Dakota listeners like that. As for power, KSJB reaches out to cover the rich, c)7 county, tri-state market clearly, consistently, with 5000 watts unlimited at 600 Kilocycles. By maintaining this power day and night they hold and build audience from early morning until sign off time. The listener trends, charted below, are based on 1711 calls made by Conlan Surveys in August of this year. Calls made in Stutsman, Barnes, Griggs, Foster, Kidder, Logan and LaMowre counties, North Dakota. For availabilities and complete survey results see your Geo. Hollingbery representative or write direct to Station KSJB with studios in Jamestown and Fargo, North Dakota. 21 20 19 18 17 16 15 14 13 12 II 10 9 8 7 6 5 4 3 2 I 6:00 6:15 P.M. 6:30 6:45 00 7:15 7:30 7:45 8: M. P 00 8:15 8:30 M. :45 9:00 9:15 9:30 9:45 10:00 P.M. P.M. r~ r~ __ STATION A FAHGO / * >■ — • station 6 BiSmabck ^«* ( .-*" " ** ■* * >. / >»% ^_ X / "■"*- — .^._ * V ts s_ 1 s V ***' ^ ^ ** <*' s *** ,s' — 1 — • — ..•" •.. ,..•• • • ...-• •••■ ••• •••• • • .< • . •• •* •« ••-» -• • •• ••• •< '••» ...-• V •• •■•< •., ...•• "'■•• .•• •• •• • <^ ►* WF C I INTER-OFFICE MEMO To Mr. Lewis Avery jjjew developments on SPONSOR stories From Wallace A. Walker Subject Copy to Hooper Index Adv. Agency- Dear Lew: Here's one for the book — your sales-book , that is ! Comparing the Evening Index for October-Novem- ber 1948 vs . the corres- ponding period in '47 WFCI shows an overall INCREASE of 46 .5% in share of audience . No other Rhode Island station can make that statement - and make it stick! Best regards Wallace A. /Walker 5000 WATTS DAY & NIGHT WALLACE A WALKER, Gen. Mgr. PROVIDENCE, The Sheroton-Bilimore PAWTUCKET, 450 Main St. Rtprestmtttivti AVERY-KNODEL, INC. p.s S6CI "Weather is Commercial" ISSUe: June 1947, page 13 How important are seasonal weather warnings in agri- cultural areas? It's not often that a major network outlet will drop a revenue-bringing network show in order to do a public service job with the time slot. It's even rarer when the network show is a five-a-week strip. But, that's exactly what happened when NBC's Hollywood affiliate, KFI, had to choose between carrying the frost warning forecasts beamed at the growers of California's citrus crop or carrying Chesterfield Supper Club. Although Chesterfield griped bitterly, and much pressure was brought to bear on KFI, the West Coast station is still carrying the famous piping-voiced weather comments of forecaster Floyd Young, at their usual time. Even though KFI has a strong sense of radio's public service responsi- bility, dropping Sapper Club was not entirely altruistic on their part. KFI surveyed listener reaction to the problem, telling listeners that a choice had to be made between the frost warnings and Supper Club. According to KFI, the returns were overwhelmingly in favor of continuing the frostcasts, with the ratio running nearly 500 to one. To the average listener, the frostcasts mean very little. To the citrus grower, with a million-dollar crop likely to be wiped out by frost if he isn't careful, it is very serious business. To KFI, this meant that in this case the fruit growers came first. At last report, KFI and Chesterfield have kissed and made up. Chester' field Supper Club has returned to KFI (as of 13 Decembei), after having had a short run on KMPC, Hollywood where it landed because Newell- Emmett, anxious to retain a Hollywood outlet for Liggett & Myers, had bought time almost in desperation. Although all the ruffled feathers have been smoothed over, both the agency and client have learned that many a station takes its weather forecasting very seriously. It is more than public service. It is a vital factor in building a station's reputation in the community in which it has to dc business. P.S SeCI Those Mr. and Mrs. Duos ISSlie: September 1948, page 53 Can radio's "Mr. & Mrs." formula be transferred suc- cessfully to television? The special flavor of radio Mr. & Mrs. shows can come through on tele- vision as Ed and Pegeen Fitzgerald have demonstrated with their early evening show on WJZ-TV. Theirs is the first regularly televised married duo session. Instead of the typical breakfast table setting, the Fitz- geralds move easily about a facsimile of their own living room. No one first acquainted with them as breakfast-time voices over WJZ would fail to recognize their favorites in action on the TV screen. The spread of the Mr. & Mrs. formula a sure-fire audience gatherer when properly understood and handled — is still slow, because few couples seem to grasp the psychology that makes the formula click. In fact, Mr. & Mrs. shows that start off hopefully with an approach of the show- manship that appeals to one brand of escape-hungry ears are still failing because the principals don't quite understand the listener satisfaction they are trying to fulfill. Among the shows Sponsor last reported on, Merry & Bill Reynolds ( WBMD, Baltimore), and Polly and Perry Martin ( WLOL, Minneapolis), are now off the air. Others are more than holding their own. The Johnsons (WBBM, Chicago), who were third in local popularity, when sponsor last reported, now top the list with 24r, of available listeners, according to the Pulse of Chicago. 14 SPONSOR it's easy. IF YOU KNOW HOW! V\/ hy is it that any given radio show may go like a house afire in one city, yet barely "get by" in another? You (and we) knew that it's often differences in the audiences involved. For 23 years, we of KWKH have concentrated on knowing our audience in this particular section. We've studied our own and our competitors' programming, surveyed our listeners, kept abreast of likes and dislikes. We know the type of pro' gram that pets listeners' attention and buying action from every segment of our audience. We "wrote the book" for this area ^and are still editing it! Let us tell you the whole story. It's unduplicated m the Shreveport area. KWKH Texas SHREVEPORT f LOUISIANA 50,000 Watts CBS The Branham Company Representatives A r lean so! Mississi Henry Clay, General Manager 3 JANUARY 1949 15 On Sunday, September 26th, KVOO inaugurated a series of weekly programs known as "Assignment Progress''. These programs are tell- ing the story of construction progress on the new S5,000,000.00 First National Bank-Sunray Oil Company Building, in Tulsa. Featured element in this First National sponsored program are the voices of the men who build this structure — the excavators, steel workers, carpenters, painters, architects, con- tractor and many others. By means of wire recording these men are interviewed on the job and describe the work they perform. Designed to do a job of capital-labor relations and to keep the public informed of week by week progress, the program is attracting a large and interested audience. "Assignment Progress", a KVOO originated program idea, is another first in a long record of achievement! It demonstrates, once again, the kind of program leadership which has made and will continue to keep KVOO Oklahoma's Greatest Station/ RADIO STATION KVOO 50.000 WATTS EDWARD PETRY AND CO.. INC. NATIONAL REPRESENTATIVES OKLAHOMA'S CREATEST STATION TULSA. OKLA, 16 SPONSOR tJANl I/O 1949 New and renew p 2 New National Selective Business SPONSOR PRODUCT AGENCY STATIONS CAMPAIGN, start, duration Brown & Williamson rob * ■■ Cools Carter Products, Inc I)r \ W chase Medicine ( . Ltd Chrysler < orp < hrysler I ' i v ) ( rowen-CoUier Pub I ■ Dennison's Food t ■ • General FiM>ds Corn !*■ >-» t Cereals DiV) General Motors t "rp (Oldsmoblle l:iv) North Eastern Suppl] Co Reddi-Wbip i o Standard Brands. Inc Vamoose Products \ ick Chemical Co \ arious medical products Various patent medicitn s Automobiles •"Colliers"' Dennison Fix.d Products (.rape- Nuts l*»4*» Futuramic OidsmobOe Farm suppl it g Food products Bluebonnet Margarine Household Deodorant Ted Bates Ted Bates F. 1C. Hayhurst nto) NKt .inn- 1 I kudner Brisacher, \\ heeler Young & Ruhicam l> P. Brother Peck Ruthrauff & Ryan Ted Bans M (,len Miller anncmts: Jan .«: 1 ; Re-entering manj BsXW mkts) - si}* 1-min e.t. spots, anncmts; Jan 3: Medium-sin and small mkts ■strollin" Tom." 15-min e.t ■ Major Canadian n - - ed: Dec 13; l«»k< . . ""The American Way." 5-min Dealer-mfr campaign, natl) e.t.'s: as sched; Dec- Jan: 13 wks 1-min live. e.t. q cc: (Limited nati campaign. 27 mk - ••Bob Garred ! " TThSat CBS Pacif net. May add cthei 25pm. PST; Jan 6; 52 wks W ( entral ft S. F. mkts) i Natl can-.paiii n. all N I mkts. farm pr_ 12-20 (Western & Mm mkts) i 'Station list .«<•/ a! p ■ Professor Oi-iz." iO-min ■ led : Jan 19; 13 F.t. anncmts: Dec 1 3- Jan 1: \i wks Live splits in panic farm shows: Dec-Jan: 13 wks 1-min e.t. spots, anncmts: Jan 1 : 13 wks 1-min e.t. spots, anncmts: Jan .s; N W. and F. mkts: n-.av expand Live, e.t. spots: Jan 1 : 13 wks Midwest mkts. ma] expand test campaign) 25-S ■ is. anncmts: Dec 1" s pplementii Vick colo remedies Morse New and Renewed on Television (Network and Selective) SPONSOR AGENCY NET OR STATIONS PROGRAM, time, start, duration Vmerican Chicle t .■ American Stores (Food chain) B.idcer and Browning „\ [ferae] wi VI-TV. Phila. u ( \ I - I \ N \ American 1 oba< co t o N w [Ayei NBC-1\ net WMAL-T\ Wash WBK.B. Chi. s 11 \ 1 v. Atlantic Refining t o N w Vyei NBC-TV net Bank of America Charles R. Stuart kFI-l\ I \ Barbasol Co 1 ruin Wasej t Its- I \ net Borden Co (Cheeses) Young & Ruhicam WPIX, V V. Botanj Worsted Mills Silberstein-s toldsmitb \vpi\ n -) Brown .S. Williamson 1 kools) t clomat Corp led Bates WJZ-TV. N > Iraq - Kent WPIX N. Y. 1 \ U-Scope l*\ lens) Colgate- PalmollTe- Peel I st> N1U . 1 \ net E. L. Cournand ( o I a> ton KTLA. L. A. 1 w alco T\ letls> Delta Air Lines. Inc Burke Dowting Adams WBkB. Chi. Disnej . Inc tllats) Grey NIU - I \ net Allen B. DuMont Labs. Inc Buchanan WGN-TV, Chi. General Foods Corp (Jello) N oung ft Rublcam NHt - l\ net General Mills Knox- Reel es W VBD, N i| i WheatJes, Biaquick etc) General Motors Corp ( lampbell-EwaM NBC-I\ net ( hevrolel Div | (Oi N 1 WPIX N \ Gulf Oil Corn > oung X Rublcam NIU - I \ net Lewis Howe t !o Ruthrauff ft Ryan WPIX N. v WCBs- 1\ N N Liggett x Myers Newell-Fmmett CBS- ]\ net 1 l hestertleldsi Wi \1 . Phila. WPIX N v Motorola, Inc ( .ourfaln-Cobb kSl P- 1 \ Minn Austin Nichols ft t ■ ■ Alfred 1 .illy WPIX N v Peter Paul. Inc Platt-Forb.s W J / - 1 \ N \ Piel Eros. (Piel's Beer) 1 S|V WPIX N 1 Pioneer Scientific Corp l IV foil ksl P- 1 V. Minn (Polaroid TV filter) W 1 MJ- I \ . Milw wt.N- i\ Chi. W J / - 1 \ N 1 W( \l - 1 \ Pbil.i Film anncmts before Madison Square Garden events: D thru season to Mar J Modern Living — Kmerican Plan: TuTh .s-.C.stl pm: Nov lt>: I .< w s - Your Show lime (film): Fri 0-30-10 pm: Jan 21; 52 w's- Film spots. I)t> - n) Film spots: Dei - I of Penna. home basketball ilames: Sat as sched: l>ec 11: Familv Quiz; 10-min film weekly as sched; Dec 5; 13 w's. Week in Review: M I'W IF 10-11)15 pm; Jan J: K* »ks (n) Film spots following telecast sports: Jan ^t' - Weather anncmts; N'tn Is. 13 wka New York knickerbockers' pro basketball ilames; Sat nite as sched; Not U-Mar -'. Film s|Hits betw Ridview,**! Grove wrestling bouts: Th betw - ■ M> pm; Jan »; 13 whs The Colgate Theater; Mon 0-0:30 pm: Jan 3; 52 «ks (n) Film panic weekly in wrestling bouts: Jan 5; 13 »k> Film spots: Jan .«; 4 ws, I of the Week; Sun 7 -20-7 -39pm ^ K ss r) Film partic in "Chicagotand Newsreel": MTWTF as sched; Dec h; l.s wks (n) Vuthor Meets the Critics: ^un 8-8 MJ pm: Jan 2. ?J wks red Steele Show; MTWTF U-i'-l pm; De« -- rks Chevrolet I heater: Mon B-8:3t pm: Dec 27; 52 wks Film spots: Jan 10; .' wks vn) t.ulf Road show; Hi 0-9:30 pm: Jan t. : l« wk- Film spots: Dec Jj: 13 wks Film spots: Dec 22: 13 wK, Arthur Godfrej Show: Wed 8-0 pm : Jan 1^: 52 wl Film spots before White Plains boxing bouts. Jan 5; 13 w^. New \.Tk Giants home baseball tames; Apr-S - - n as sched; o) I i\e film si>- ts during higb school basketball: WThF is sched; l"-Mar " Film sivts: Dec 12; -' rks Film spots; N'oi 1 1 : 10 wka Weather anncmts: Dec lt>: 13 »k. Film s . N i ) 2b wka Film spot - rks Film si- :~ \ . 28 -•• wks vn) Film s[v,>rs during Intermiss] - Knickerbocker basketball; I kec 8 tin u Mar It' Film spots following VVhite Plains boxing bouts; Jan 5; 13 wl ■^ lii in* xi issue: >«'\\ «ni«l |a«'m>\\ «'«l on \oi\\ork«*. S|i«»nsor Per- sonnel < li.-inuroi. N.nion.il IBroaoJcasi Salt's Exeeative Changes^ I\e\v Ageno'v \|i|Miini iih'im s A Seeman Bi •>. "> Tarcher WJ/.-TV. V V. (White Rose rea) Skin-Tested Prods Co Jasper. Lynch & Flsbel w.l/-i\ N 1. I-Denl toothpaste) Sterling Drug, Inc (various) Dancer-Fitzgerald- WABD, N. Y. Sample Unique Art Mfg. Co Grant SSSrvUSi Weathei anncmts; Jan 2; 13 wks (n) New Ncirk Knickerbocker's pro basketball games; Sat nlte as sched; Nox II -Mar 22 (n) Okay Mothei . Ml W I F 1-1:30 pm; Doc 14; 52 wks (n) Film spots: Dec Ml; 13 wks (r) Howdy Doo.ly; Frl 5:45-6 pm; Deo 31; 13 wks (r) Advertising Agency Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION David K. Altman Stead man Beckwith Riley Brow n 01 to S. Bruck John II. Butler Evert n (.antor Harry Carter Mark R. Castle Elliott Corliss Leona D' Ambry John de Bevec Robert Diserens Courtlandt I'. Dixon Sherman k. Ellis Richmond H. Gallej Doris Gilbert Mian C. Gottschaldt Frank Grosjean Leslie Harris Richard T. Hawkins Joseph Home Holmes Jr David Horwich Frederick Ingalls Ogden Knlffin Mary Lewis William B. Lowther Lathrop Mack T. R. McCabe Thomas M . McDonnell Edward \. Merrill .lr Joseph P. Moore l rban H. Moss Dorothy A. Nelson clarence R. Palmer Sally Paul .1. Nell Reagan \rthur H. Rich Henry Rich Joseph R. Rollins Jr Albert M. Seldler it Gerald F. Selinger Arnold C. Shaw John G. Simonds Joseph G. Smalley Joseph H. Smith I.. J. Swain W illiam Travis Henry R. Turnbull Ralph Van Buren B M Walberg Sol s Waldman latins (. Walker Robert J. Weill Robert Welsberg MaUlice S. Weiss Donald I Wyatt Women's Reporter. N. V., adv mgr (.ray & Rogers. Phila.. copy writer Duhin. Plttsb. Adair & Director. N. 1 Lester L. Wolff, N. "* .. chairman of the hoard Advertising Ideas, N. Y., acct exec Chilton < •» I at ham-Laird, Chi., acct exec Doherty, Clifford & Shenfield, N. Y., acct exec Buchanan, N. Y., acct exec Sherman K. Kllis. N. Y.. head Carr-Consolldated Biscuit Co, Chi., adv mtr Badger & Browning, Boston, acct exec WJW, Cleve. Benton & Bowles, N. Y., directing, producing shows GUdden Co. Canada. adv mgr Young & Rubicam, N. Y. Forest Lawn Co, L. A. w iiss iv Geller, N. Y., acct exec Badger & Browning. Boston, acct exec KFOX, Long Beach Calif., acct exec Beaumont & Ilohman. Cleve.. mgr Foote, Cone & Beldlng, N. Y., radio dept Young & Rubicam, S. F., acting mgr Ormshee, Moore & Gilbert, MUford Conn. VanSant, Dugdale, Balto., traffic mgr Howard -Wesson, Worcester Mass. Benjamin F.shleman. Phila., media dir Botsford. Constantino & Gardner, S. F. M, ( ann-Frickson, H'wood., radio prodn head Rich Ice Cream Co, purchasing agent Winchester Repeating Arms Co. \ % John Falkner Arndt. Phila. (, \l Basford, N. Y., acct exec llaire Publications, N. Y. John A. Cairns. N. V., exec vp Lester C. Nielson, Huntington Park Calif., acct exec l.eland K. Howe. N. Y. Dancer-Fltzgerald-Sample, N. Y., acct exec Ruthraufi & Ryan. N. Y., vp. sec Cramer-Krasselt . Mllw., acct exec Sheerr Brothers & Co, N. Y.. adv mgr Newell-Emmett, N. Y.. acct exec I .ester Harrison. N ^ l.eland k. Howe, V V., vp, art dir exec kaiser Co Inc (Iron cs Stool div), adv mgr Irving Serwer, N. Y., acct exei Julian Brightman, Cambridge Mass acct exec Same, radio dept copy chief Glenn. Dallas, co-head Botsford, Constantlne & Gardner, "si acct exec Mann-Ellis, N. Y., acct exec Same, radio. TV dir Harry Graff. N. V, act t exec Alanson (.). Bailey, San Diego, radio. TV head (under name of Elliott CurtlSS Productions) David S. Hillman, L. A., tlmebuyer Same, media dir Hewitt, ogilvy, Benson e^ Mathi r N J acct exec Same, vp In chgo creative management Mi vrthur, vp, dir Caples, Omaha Neb., acct exec Edwin Parkin. N. Y.. media dir Same, vp Decker, Canton ()., radio copy dept head Same, head radio activities Walsh. Out.. Windsor acct exe< Dancer-Fitzgerald & Sample, N. Y., vp Raymond Spector. N. Y., vp in chge creative. I \ activities Brisacher. Wheeler & Staff, L. A., acct exec kenyon K; Eckhardt, N. Y., acct exec l.eland K. Howe, N. Y., acct exec, fashion coordinator Same, vp Davls-Harrlson-Simonds, H'wood., vp. gen mgr Same, Chi., exec i|i Same, radio dir Same, mgr Lindsay, New Haven Conn., vp Same, media, research dir Leonard Davis, Worcester Mass., radio script dept head John Falkner Arndt, Phila., media dir Kaufman, Chi., media dir Same, mgr Rolzen, Buffalo N. Y., acct exec Barton A. Stebbins, L. A., acct exec Benjamin Eshleman, Phila., media dir Edwards, Newark N. J., acct exec John Miller, Norristown Pa., mgr Glenn, Dallas, co-head Daniel F. Sullivan. Portland Me., acct exec, mgr Mann-Ellis, N. Y., acct exec- Same, Montreal Canada, head Martin R. Klitten, L. A., acct exec Same, vp In chge radio Same, vp Ralph Van Buren (new). \. Y.. head John Mather Lupton, N. Y., acct exec Norman D. Waters N \ acct exec Bermlngham. Cast Ionian & Pierce, S \ acct exei Dorland, N. >, .. acct e\<-, Robert Whitchill (new), N. Y., pros Smallen-Ross, N. Y., acct exec Ryder & Ingram, Oakland Calif., acct exec Station Representation Changes STATION AFFILIATION K.BK.O, Portland Ore. 1 ndependent kl>> L-T\ salt Lake Cltj NBC k REM Spokane W asli [ndependent KS.IO. Sao Jose < '1 Independent KTLA.l V. < 1 V > Independent k LSI 1 v. (TV) Independent WBKB, Chi Independent HI 1 \l Wash (FM) Continental WDAR, Savannah Ga Ml< u DSI - 1 \ Nevt Oi It ans Mil WGIV, < harlot li N < Independent \\ KM). Sew Britain ( ,.1111 1 mil pendent W 1 \( .. San Juan P. R. 1 ndependent Wl \v Lam a let Pa Mil w 1 \ R RI< hmond Va (1 \ 1 NIK NEW NATIONAL REPRESENTATIVE Forjoe Blair Forjoe I 1 a. \ M.xiro W eod . except I. x N V Blah \\ , , ,1 , \, . pt 1 in \ ^ ■ ontlnenta] Kadi,, Sales N. Y., 1 asi only Vdam .1. ^ oung Blair Forjoe Forjoe Mell hot < .11/111. in I s ' an. Ida only II, , Blair MORE IOWA RADIOS MEAN MORE IOWA LISTENERS! lJ8(/( of Iowa homes have radios, 11.8% have two or more sets, an>■ ' I lilies II ,: reals or,- ,, S . le kiml used txclusineb The relative amounts nary with inal tastes. Or<»al «-vH«* of radio ;»«m»* round antl round P x L mOO Paul Wing tells stories OePiember lUOZ [or the wee ones to sell r General; Food cereals ■ *fk in Bob Emery is telling stones en JanU3ry 1949 TV Small Fry ClubJDuMont) advertise all Post cereals ... have outlived most cereal programs ■■■ ■ • Westerns ..wita„,»Th.Lon.R.n3«"ABc All American which continues selling Lheenos boy appeal has also outlasted most shows. Above Jack Armstrong for G-M products paign by the 51-year-old Kellogg Co., whose last year's net sales of some $90,000,000 led the field and accounted for nearly a third of the total business done in dry cereals. Kellogg starts spon- sorship 8 January of a show whose basic appeal is to the family audience. The program is an audience participation show. Mother Knows Best, aired Saturday mornings from 12-12:30 p.m. on 30 Columbia-Pacific stations. The show will be transcribed in New York, and aired from KNX. It is fail ly typical of the "family'' shows being used by break- fast food firms, some others being Pro' fessor Quiz (sponsored by Post Cereals Division of General Foods on an e.t. basis in 25 west cential and southeastern markets for Grape-Nuts Flakes), and Breakfast Club (sponsored by General Mills, across-the-board on weekday morn- ings, and featuring a variety of G-M products, including breakfast cereals). The shows whose appeal is primarily "adult" are aimed generally at the day- time audience of homemakers. General Mills sponsors two daytime strips, Today's Children and Light of the World, to sell Wheaties and Cheerios to women, stress- ing primarily the themes of "good family breakfast" and "healthy bodies for youngsters." General Foods' Post Divi- sion sells Postum (a cereal drink) and Post Bran Flakes, primarily an adult cereal for dietary reasons, to the house- wife via Portia Faces Life, which G-F has sponsored since 1940. They are good examples of the selling of breakfast foods to the adult audience, a cycle that aired at its greatest emphasis during the rationed war years. One West Coast advertiser, Fisher Flouring Mills Co., sells to an afternoon audience of homemakers via a five- times-weekly newscast called Afternoon Headlines on ABC's Pacific network. The show, whose selling emphasis is on Fisher's hot wheat cereal, "Zoom," is Nighttime 1938 £Z ell Gr earce was trying, with his gang, to sell ^rape- General Foods on NBC. He didn't last Nighttime 1942 Jack Benny ended the nighttime breakfast food cycle selling Grapenuts Flakes for General Foods on NBC the latest in a Fisher cycle of radio adver- tising that began when "Zoom" was introduced six years ago on the West Coast with city-by-city campaigns. At that time, in 1942, the radio appeal was also to the daytime audience, since Fisher was using spots in women's participation shows plus selective an- nouncements. In addition to Afternoon Headlines, Fisher's broadcast advertising today includes a large list of Oregon, Washington, and California stations carry- ing selective announcements, 15 news- casts per week on Fisher-owned KOMO (Seattle), and TV announcements on Seattle's KRSC-TV. Nearly all of it is aimed at either the homemaker aud- ience, or at least at the adult audience. The "semi-adult" show is usually one of a highly adventurous nature, that appeals to the older adolescent and the adult who enjoys blood-and-thunder. A good instance of this is The Lone Ranger, sponsored by General Mills since 1941 for Corn Kix on a three-time-weekly basis. The latest example is National Biscuit Company's 40-market coverage in selec- tive radio with the e.t. Red Ryder (Lou Cowan) show, a sort of second-cousin to Lone Ranger and the network Straight Arrow show on Mutual, both of which are starting their selling jobs for Shredded Wheat with the 1949 season. The air shows of the major breakfast food advertisers that are aimed primarily at the juvenile market include two that are among radio's oldest vehicles for the selling of breakfast foods to the kiddies — General Mills' Jack Armstrong for Wheaties, and Ralston's Tom Mix for Hot Ralston and Instant Ralston. In TV, General Foods' Post Division has been selling all the Post cereals in turn on DuMont's Small Fry telecasts (it shares sponsorship with several advertisers). This is the picture today. The selling emphasis of the industry leaders is now aimed at the housewife. Research in Premiums made and broke the juvenile cycle of radio programs. They still make kids buy recent yeais has shown that about 70% of cereal purchasing is influenced by women, 20% by men, and the 10% differ- ence is shared by both, so the advertising aimed at women is understandable. However, there has been a recent up- swing in the number of breakfast food shows in radio and TV that appeal to both children and semi-adult age groups. The trend is, more than anything else, history repeating itself. It was to children that Kellogg aimed a good portion of its advertising as early as 1898. In the years that followed the turn of the century, and during which most of the leading cereal companies got their start, advertising urging the nation's moppets to persuade their parents to buy So-and-So's Corn Flakes slackened in favor of advertising that stressed some highly questionable medical and health claims. This was the era that saw the emergence of Kellogg, Post, Quaker, Cream of Wheat, and Ralston as major entries in the race to sell breakfast foods. During the 20's, after the government began to keep a strict eye on advertising claims, the health advertising was switched to vitamin copy and taste-appeal claims. It wasn't until 1929 that the great cycle of juvenile breakfast food advertising got under way in earnest. The Minneapolis, firm of Cream of Wheat was the first to use radio slanted directly to the juvenile taste. In January (Please turn to page 65) Dowtimo 1QQ1 h was with "Raising Junior" on the Blue network, fllt/timo 1 Q /I Q General Foods is using "Portia Faces Life" to sell Post Toasties UdyillllC 1301 that Wheatena tried to raise tears and heartthrobs Udj lllllC 1340 and Bran Flakes on NBC having started on CBS, October 1940 y The Peter Paul Formula Candy manufacturer finds newscasts result-protlucing. Virtually entire advertising budget goes into radio and television Since 1937, one of radio's out- standing selective operations has been quietly and carefully put together by the Connecticut candy- making firm of Peter Paul, Inc. It's not too difficult to find selective campaigns bigger than the 390 programs and 140 announcements aired each week for Peter Paul over 126 stations. It would, how- ever, be difficult to find a campaign con- ducted with a bettet understanding of the radio-selling techniques involved, or which produces better results. What makes the selective campaigns that sell Peter Paul's Mounds, Almond Joy, Choclettos etc. differ sharply from those of other adver- tisers is that the campaigns revolve around a central programing axis: news- casting. It is with radio news, a widely misused form of air selling, that Peter Paul have built a radio operation that costs them some $1,500,000 a year, nearly the entire Peter Paul ad budget, and which pro- duces some $35,000,000 annually in candy business. This places the Connecticut firm in the top five bar-goods manufac- turers in the $1,000,000,000 (wholesale) candy industry. Like most consistent radio users, Peter Paul give credit to broadcast advertising for a healthy sales picture. Radio has produced consistent]) for them since their near-accidental discovery in Novem- ber, 1937 that their number one selling vehicle in radio was news. They had entered the field of radio-news selling for the first time with a series of 1 -minute participations on Yankee Network News. When the program began to bring in definite sales results at the candy counters of New England, it set a pattern for Peter I '.nil advertising which has never changed, except for gradual improvements in the technique. The best indication of the fact that Peter Paul air advertising works well can be found in their published earnings in the decade since 1937. Year 1937 1938 1939 1940 1941 1942 1943 1944 1945 1946 1947 Net Income Earned per snare $2.55 $2.61 $3.27 $4.28 $4.14 $3.65 $5.20 $4.59 $3.99 $2.92 $3.94 $379,333 $388,366 $485,228 $636,144 $614,688 $542,383 $791,730 $7 17.380 $667,507 $1,952,020 $2,682,155 The rise is swift and relatively steady except for the war years, and has been based on a combination of honest business practices: — a good product and well-con- ceived advertising. Peter Paul's margin of profit per unit is on the low end of the bar-goods industry (it runs as high as 20% sometimes for manufacturers who "load" their candy bars). It is probably about 6%. Peter Paul began, in a New Haven kitchen in 1919, when a group of six friends (including the late P-P president, Calvin K. Kazanjian and the present top executive, George Shamlian, as well as a man whose name really was Peter Paul) founded the firm that has in the past 30 years made few compromises with qual- ity. This has held true, even dining the erratic war years, when coconut and chocolate supply was sharply curtailed. Since the start of Peter Paul broadcast advertising, the candy firm has discovered an increasing number of reasons why some newscasts work well . . . and some don't. Such a fund of specialised knowl- edge has been acquired by the Platt- Forbes agency (P-P agency for every- thing east of the Rockies; Brisacber, Wheeler is agency for P-P in the Moun- tain and Coast sectors) that agenc) radio director Sherman E. Rogers once even authored s booklet, Four Billion Ears, on newscasting. The major lesson that Peter Paul have learned is that newscasts sell best, and attract the highest audiences, when they are used on a selective basis.* From time to time, however, Peter Paul have used \. , . with a local tlant u tops with '/»<■ neri Typical frames from a Peter Paul TV film * ^B — i V It f2 ■tobvi M I r w .8 / V^ 7 VS. §i Li I Vi c i- I*;miI*h .1 iH'wsr.isriiij: rules i. 4 A news period has to be on the air for at least two years in order to develop top audiences for commercial sponsorship Buy news programs originating on individual stations. They've advantages over network news via local items and weather Five-minute newscasts seldom develop the faithful regular audience of regularly scheduled 15-minute news programs Newscasters should stick to news and leave selling to an- • nouncers who are salesmen not reporters or commentators News scripts should be written with an eye to the personality and the particular style of the man who broadcasts the program A typical newsroom (WOR, N. Y.) from which Peter Paul newscasts originate all over the United States. Peter Paul's Prescott Robinson at left ^through Brisacher, Wheeler) regional newscasts on the Pacific Coast networks of ABC, NBC, CBS, and Mutual. Cur- rently, there are two newscast strips (MWF 5:45-5:55 p.m., and TThS 7:30- 7:45 a.m.) featuring Bob Garred on the Columbia Pacific Network, which Peter Paul have used on and off since 1940. The use of regional Pacific Coast net- work newscasts combined with selective newscasts in the rest of the nation is not as contradictory as it may sound. There is a definite reason for it. One Peter Paul agency man s&ates: "Sure, we use regional networks in the Mountain and West Coast sections. That's because Peter Paul feel that individual stations on the Coast do not go to the trouble to develop that all- important habit of listening to newscasts that you find in the East and Midwest. (Please turn to page 54) 3 JANUARY 1949 25 J PARI SEVEN OF SERIES They insist that advert ising isn't part of their business over-all "If an advertising man will take the time off to check the number of items the average supply dealer salesman has to peddle, he'll under- stand why selling advertising isn't among them." That's the way the vp of a drug wholesaler explains why his salesmen are radio's (as well as general advertising's) greatest road block. That he isn't as much a road block to printed media as he is to broadcasting is best explained by the fact that black and white advertising can be seen. Broadcast advertising's greatest problem in reaching the men who reach the retailer is that the spoken word is ephemeral, except in its consumer sales impact. Generally, commercials can't be imprisoned in proof form in a manner through which the middleman can hear for himself just what is being done on the air. Says a sales executive of a Midwest diug jobber, "In less than 20% of the ac- counts we represent are we ever informed of their radio advertising plans. When we do hear of what's being done to adver- tise some of the pharmaceuticals, the broadsides are usually so confused or so badly prepared that they're no assistance whatsoever to us or to the products they an supposed to help us sell. Someday some drug firms are going to realize that a good consumer advertising man fre- quently makes a putrid trade promotion executive. What drug firms generally give theii own sales staff is bad enough promotion for their radio advertising but what they give their jobbers' staffs is worse. Before any advertising man is permitted to prepare promotion material (radio or otherwise) for salesmen he ought to be required to work a week with one. Once Ih's made the rounds, he won't spend his firm's money for a lot oi words and prett) pictures that neither intrigue nor reveal the true advertising story in terms the salesman < an use "You have to sell advertising in terms that the distributor type of sales mind will understand," was this drug jubber's parting remark. "Figures have absolutely no impact on our sales staff — except those figures which apply to their own sales quotas," is the way one electrical appliance supply dealer debunked big circulation figures. "When brochures talk in terms of millions of listeners or readers, as they most often do, they mean little or nothing to sales- men who think only in terms of the couple of hundreds of retailers they service each month. Salesmen who cover the retail front don't get too excited about national advertising circulation figures. In fact they aren't excited today about any form of national advertising. They've been 'millioned to death.' "If an advertiser wants action from the sales staffs of distributors he must stop 48-state thinking and design broadsides and sales promotion material that speaks in terms of local and regional sales terri- tories. It's important of course to estab- lish that a program is broadcast over a network, if it is, but what is essential is to establish that it is broadcast by important stations in our area. Men only collect commissions on what they sell — not on what's sold thousands of miles away. "You can't sell the (town name deleted) merchandising area by explaining that nun broadcasts are reaching 90,000,000 listeners; we haven't that number of prospects." When most wholesalers are confronted by the charges of inertia in promoting either advertising of products they dis- tribute, they explain brusquely, that pro- motion is not their job. Even those wholesalers who maintain sizable promo- tion departments* admit that they only do a tin) pari ol the promotion that could be done. The) know that they would do a better job for the lines the) represent if they really promoted all the products they distribute, but that, they insist, would in- crease their cost of doing business to such an extent that they'd operate in the red. "Our margin of profit," states a medium size building supply dealer, "is so small that we have nothing to gain in promoting any of our nationally advertised brands. We're simply a central source of the materials a builder uses. He has to in- stall exactly what an architect specifies or at least a reasonable facsimile. For us to promote the advertising of any of our products would be a waste of time." When this particular supply dealer was queried directly about Johns-Manville products of this asbestos firm he admitted that the broadcast program down through the years had brought considerable busi- ness to him (he's a J-M supply dealer among other products) but he didn't see what promoting that fact would get him. "It's the job of the manufacturer to create the demand for his product, not his distributors'. I feel that advertising is included in the consumer price, and since generally the manufacturer sets the resale price, not the distributor, he must carry the ad-burden," is the way a number of big and little building supply dealers ex- plained their lack of advertising promo- tion or selling of manufacturers' adver- tising. "The field of product distribution has become more and more of a wholesale giant-market operation," states a food executive. "The margin of profit is so small, the cost of operation has increased so substantially, and the pressure exerted on us to produce quantity sales has be- come so great that we can't afford to do anything to indoctrinate our customers on what our manufacturers are doing. More and more I feel that the problem of telling the retailer what's going on in the food *Leu than 3' , of all wholesaler* 26 SPONSOR advertising field must be the job of the manufacturers' field representatives. In a few instances we have been given a special per-case allotment for detailing and we have employed special promotion salesmen whose job is to cover retailers and impress them with the promotion that is being placed behind specific products. Frankly I have never been able to prove that the detailing did us any good." Asked why he hadn't been able to check the effectiveness of the detailing, the food merchandiser stated, "There's no margin for research in a wholesaler's budget," and refused to discuss the matter further. It's a sad commentary on merchandis- ing but the men who contact retailers most regularly, the staffs of wholesalers, distributors, jobbers, and supply dealers (the nomenclature varies industry by in- dustry), are the least advertising minded of all salesmen. They're happy when de- mand for a product has been created by advertising but they're not interested in doing any advertising missionary work. "Why should we carry the ball for any product's advertising," asked a farm feeds distributor. "We're seldom consulted about how a manufacturer should adver- tise and sometimes we have to get tough in order to make certain that the right station and program is used to cover our territory. We're close to the farnvfeed dealer and we have a fairly accurate pic- ture of the listening habits of farmers. Nevertheless we find that the recommen- dations of some still wet-behind-the-ears clerk who calls himself a timebuyer is taken before our suggestions. I'm not carrying three feeds for which I have real demand because they insist on using a 50,000 watt station to cover a lot of terri- tory instead of using local stations that are close to farmers." When asked how the "real demand" for those three feeds was inspired, the feed man stated quite frankly that the 50kw station had a good audience and had "stirred up" the farmers to demand the three feeds in question. "They haven't got them stirred up enough to prevent our selling 'em some- thing else," was the way he explained his continuous road-blocking of the non- conforming advertiser's products. Wholesalers are pro-selective broad- casting, as long as it's used intelligently. They are not impressed by announce- ment schedules, no matter how fine the programs that surround the announce- ments. They don't doubt the selling effectiveness of announcement advertis- ( Please turn to page 76) Problems with broadcasting 1. Wholesalers arc seldom contacted by stations or net- works 2. There's no organization in radio whose job ii is i<» explain, promote, or merchandise the medium .'{. Selective broadcast advertising is too much announce- ment and too Hi lie program I. Some stations and networks expect wholesalers to sell air-advertising and that's not their job .>. Broadcast advertising requires factual sale- effective- ness figures instead of* razzle-dazzle 6. Broadcasters use figures in terms of multimillions which don't mean a thing to salesmen who have l<> think in terms of hundreds of customers Problems with sponsors 1. Advertising managers know very little of wholesalers' problems 2. Sponsors have a great tendency to "cover the country" rather than individual markets 3. Too many advertisers expect wholesalers to distribute point-of-sale displays and give-aways without recom- pense 4. There's little coordination between manufacturers' sales and advertising departments 5. Less secrecy about ad plans and more broadcast ac- tivity openly arrived at would help everyone 6. Too much selling copy when the panic is on and loo little when business is jjood Problems with advertising ageneies 1. ProduCI distribution is a Mi ml spot in most agency thinking 2. There's too little pre-testing of campaigns 3. Localizing of broadcast advertising is avoided more often than attempted 1. Too many markets arc just spots on a map to timc- buvers and account executives 5. The fact that it takes one type of copy to impress wholesale salesmen, another to impress retailers, and Still a third to "bring "em in to buy," is too often forgotten 6. If ageno men could stop thinking of advertising a> an art and start thinking of it as a form of selling, things would start happening 7. Agencies should pay some attention to dealer cooper- ative advertising and develop some form of control and checking which doesn't put the wholesaler in the middle 3 JANUARY 1949 27 Farm favorites are liable to show up anywhere. Here WLS's Martha Crane (center) and Helen Joyce (right) visit a Villa Park (III.) "Pioneer Day" Keep it down to earth listening tastes of the farm eirele are simple anil speeifie The radio tastes of farm housewives often differ drastically from those of women in larger urban centers. Program managers who know most about these differences in taste, and cater to them, have proved consistently that they can gather and hold larger farm audiences. A women's service program designed forcit> listeners normally can't attract an equal proportion of farm women (as dis- tinct from rural non-farm listeners many of whose- interests arc nearer those of city people). The practical differences in their ways of living dictate the necessary variation in emphasis and subject matter. Rural housewives, for example, do much more preparation and cooking of food; they buy less canned and prepared foods, because much of what thev use is raised either on their own land or in the vicinity. Like women on farms, women in villages (2,500 and under) spend much more time in the kitchen than their urban counterparts. Fashion talk has to deal less with high style and more with utility clothes and adaptability and convertibility of gar- ments. Party clothes for mother and the teen-agers are of course an exception. Yet as Claire Banister of Rural Radio Network (Ithaca, New York) puts it, "these youngsters dress sharp and well, yet more than a few of their clothes are home made." These illustrations indi- cate the fundamental differences that affect specific program appeals. By selecting subject matter of more general nature and slanting it less specifi- 28 calh , some women's service programs can appeal about equally to segments of rural and urban listeners. Such compro- mise efforts, however, sacrifice the "beamed program'' technique in reaching the largest possible audience with com- mon tastes, interests, and problems. The largest such audience are farm listeners Bernice Currier's Homemaker's Visit KM \ Shenandoah. la.), for example, definitelj would not pull the typical city di alu with its home helps as it does the women whose lives it's specially designed to make easier and more pleasant. The same holds true for the KMA Kitchen Klinik conducted by Adella Shoemaker. What has been said about selling on other farm service programs applies to pro- grams addressed to the country house- SPONSOR wife. She's equally sensitive about being talked down to, and quick to repudiate selling talk that shows ignorance of her problems. The most successful farm women's service programs don't have one eye on urban listeners (even though they may actually gather sizeable numbers). In fact, the clue to popularity with farm women of a station's daytime pn> graming is generally in proportion to its understanding of important common tastes and requirements and the single purpose to fulfill them. When WRFD (Worthington, Ohio) started its sunrise-to-sunset operation only a little more than a year ago it faced the solution of its programing problem without benefit of popular network serial strips (WRFD is a non-network station). Every program on the schedule was ap- praised on the basis of the one question: "Is it of special interest to Ohio s rural people?" The schedule includes women's programs, discussion of current local issues, local special events, complete news coverage, local (Ohio) and national, to- gether with highly localized weather and farm service information. This approach has built audiences phenomenally. It is no foregone conclusion that any one specific pattern of rural listening tastes will apply to every rural area. Careful research alone will reveal possible audiences for new program ways. New York's Rural Radio Network (Ithaca) believes it has discovered a pattern of pro- graming that appeals to a substantial number of listeners. Since the network only got under way last June it's yet too early to appraise the success of the current eight stations in building and holding audiences. Their programing theories, however, seem to be working. On 5 December the network expanded its hours from 1 1 :30 a.m- 9:15 p.m. to start the day at 6:00 a.m. On 11 December they started broad- casting two hours of square dance music until 1 1 :30 on Saturday nights. In place of daytime serials, listeners get straight readings (continued) of great stories and network-produced complete dramas. The formula appears to be suc- ceeding. The bigger test has come with RRN programs competing in morning hours before 11:30. Daytime serials are extremely popular with about one-fourth the nation's farm wives. Data from the U. S. Hooperatings of C. E. Hooper, Inc., reveal that some daytime serials are decidedly more popu- lar with rural than with city listeners: City Rural 50,000 & over Under 2.500 Backstage Wife 16.17 23.14 Right to Happiness 14.52 22.85 Lum 6* Abner 11.41 18.25 On the other hand, Young Dr. Malone is favored by city listeners 10.96 to 8.78 for rural listeners. Popularity of some serials is approximately equal with both rural and city people: City Rural 50.000 & over Under 2.500 Our Gal Sunday 13.43 13.19 Big Sister 12.39 12.77 Breakfast in Hollywood (P&G)* 10.16 10.91 ♦These figures represent net weekly audiences. Area preferences also affect the popu- larity of daytime strips as compared with other program types. Serials, for example, are more popular with Western farm women than religious programs, and almost as popular as re- ligious music. Dance music, far down the list in over-all popularity, in the West is more popular with farm wives than plays, serials and general entertainment pro- grams are with women in other areas. This means an advertiser should know the individual area preferences before de- ciding on best program buys. On no other program type is there such strong and sharply divided feeling among farm women as there is on daytime serials. There are probably no more faithful listeners to any other form of entertainment than the "regulars" who follow from two or three up to a dozen serials. In contrast to the group who listen regularly to soap operas are another group who vigorously dislike them — who name them as the program type most dis- liked. Attitudes of the remaining half of women listeners range in between these extremes. Very few stations make any effort to reach farm youth and younger children with entertainment designed for them. There are exceptions, such as KMA's (Shenandoah, la.) Uncle Warren's Kid Show, an audience participation stint in which children get a chance to sing, tell riddles, compete in a spelling bee and other contests. The'show is on Saturday morning in the KMA auditorium and youngsters drive in from as far as 100 miles to see and take part in the fun. Sponsor is Coco- Wheats. (Please turn to page 72) 1 . Rural commentators must know facts. Here's Dorothy Lindley (KSIB, Creston, Iowa) checking 2. Farm school programs supplement teacher efforts. WLS's "School Time" has wide audiences 3. Baby contests are hardy farm annuals. WFTM (Maysville, Ky.) covers one for N. Y. Store 4. Farm participation programs are different. KMA's (Shenandoah, Iowa) it a "Penny Auction'' Harold Schafer, President of Gold Seal Company, peps up his three key executives before a sales meeting. Schafer covers the nation personally (■In** Wax is the amazing story of a man and his faith in advertising C >• Harold Schafer doesn't own his number one product, Glass Wax. He isn't even certain that he'll control the Glass Wax trade-name he has popularized. Nevertheless he's cur- rently spending over $2,000,000 in adver- tising. Over $1,000, 000 is going into radio (Arthur Godfrey on GBS daily and Meet the Missus on CBS-Pacific, Satur- days at 2:30 p.m.). The rest is going into newspapers and magazines. A little over 17 months ago & hakr was 'Rally broke. What had built his business in the seven states* in which his Gold Seal Company operated a wax busi- ness (floor, furniture, and glass wax) wasn't working in big metropolitan centers. The personal magnetism and drive which had built his companj couldn't be spread wide enough. From 1942 when Schafei founded his business, after resigning as salesman for a Bis- in. mk. North Dakota paint and varnish firm, until 1946 when Schafer employed Campbell-Mithun, Inc., as agency for the company, he had written all his own ad- vertising commercials and black and white copy. He had laid-out his printed advertising and bought his own time, sta- tion by station. He had shopped every area for time and printed media. I le admits that he was a bargain hunter but claims that if timebuyers had the local insight he developed in obtaining direct results from each advertising dollar, broadcast advertising could sing a new song of profit. He still feelsthat his home town station KFYR has the tightest hold on its audience of any station in the nation. Selective radio advertising as Schafei bought it outproduced an) Othei adver- tising medium. That didn't mean that he used it to the exclusion ol other media. I lis schedule in 1947. before he divided to invade ("Imago and big time, was 26 sta- tions, two trade papers, and 22 news- papers. And the combination sold all Gold Seal wax products effectively. On stations he bought the best spots he could find for his announcements and he used quarter-page newspaper copy to supple- ment his broadcast advertising. It worked in Schafer's seven states. It laid a gigantic egg in the Windy City. An independent firm with one product (Gold Seal wasn't selling anything but Glass Wax outside of the original terri- tory) is seldom in a position to force dis- tribution through consumer demand. It can't wait that long. Schafer's announce- ment schedule and quarter-page ads were bringing consumers into stores to ask for Glass Wax, but the stores didn't carry the pioduct. Wholesalers had never heard of Glass Wax and they weren't impressed II,, Gold Seal u„r business '"'" it Vorth and South Dakota, Minnesota, Wisconsin, Montana, Idaho, H yotning nnd I tah 30 SPONSOR IT'S NEW ..SENSATIONAL cly n«w product of chemnrry tram the loboratonn or th« GOLD SEAL COMPANY, Chicago 2, III molten of that tine qual.r> GOLD SEAL SELF-POl ISHIN& & PASTE WAX and CREAM FURNITURE POLISH. lo„d« or Out ... on An, Glo.» Surface Um GOLD SEAL GLASS WAX • Cleans • Polishes • Preserves The Lu.trt of •^Window Gloss y" Eye Glasses •/"Gloss Voses (^TTobleTops ^f Mirrors ,y Chromium (^fSilverwore «/f Windshields -NO COLORED FILM Juit apply and rub with a cloth - - than while still damp wipe with dry clean cloth. "ONCE YOU TRY IT YOU WILL ALWAYS BUY IT" WE HAVE IT One of the full-pa9e advertisements that broke resistance to Glass Wax in Chicago A typical "editorial type" Glass Wax newspaper advertisement now used 'GLASS WAX' QUICK AND EASY TO BRIGHTEN DINGY WINDOWS '^-1-"- e,10 Windows That Sparkle, Thanks lo Your 'GLASS V VY" JtrW. . ".'VSBaWTteft". _ 1 Wvttm* OKttM Si r/l \ NOTHING BETTER ANYWHERE [ GLASS WAX Urn UbfafJ Q.trl Gold Seal Wonder Cleaner Vr ipes Grime, Stains Away Z .".:„. Bedroom 1Mb sSjjrtiSS '.. Mini Ihorr- FerHrScTSgsS ' Vr .- rt -~ ~ — ''"ZS^x^TiJZ -CUSS »*t* »i'fc 7..1~ -.: — TXT.TJ-— "^— "^"-•'•" Nwjr.Wk Uw Dealers Kind Their CI »SS « IX \?~~~~-a Hand* In Own Stores end Oflirrs i"* i GLASS WAX' co, »m RCP 11/ A V A PRODUCT OF THE GOLD SEAL COMPANY Cleans 30 Kinds of Dirt in 30 Seconds The Cold Se>J .mpim ' 1105 Hotucr C. Kidi Atlanta. Ceortu ' Telephone Cjenraa SI-* . SOLI) AT GROCERY. DRKi. HARDWARE. VARIETY AND DEPARTMENT STORES with a Bismarck, North Dakota firm with a Dun and Bradstreet credit rating of $2,200. They had been caught too often "playing ball" with a little guy only to be stuck with stock that didn't move. They hadn't "seen" the quarter-page news- paper ads and they hadn't heard any of Schafer's daytime announcements. Their genera] attitude was "come back and see us next year." Harold Schafer couldn't afford to wait until next year. Glass Wax had to be sold then and quickly — the bankroll wasn't going to stretch too far. In des- peration, Schafer and his advertising alter ego, Ray Mithtin, decided to rush into print with full-page ads in the news- papers on Glass Wax. The first ads were quickies, their effect was planned to break down resistance at the wholesale level. The can occupied almost one-quarter of the page and the product uses were given important display. The ads did their job. Wholesalers could see the ads even if they hadn't seen the quarter-page copy. They stocked Glass Wax and the fabulous sky-rocket history of America's number- one 1947-1948 product success was off. No one at Glass Wax or Campbell- Mithun was happy about the first ads. In fact it wasn't until an editorial-ad technique was developed that printed media copy began to keep pace with the impact of broadcast advertising. Since Glass Wax was a multiple use item, a pictorial news technique was ideal. A two line scarehead runs across the entire advertising page. It's localized — reading "New Glass Cleaner Comes to (St. Louis)," the name of the city being changed in each area. Price is given real display since Gold Seal has established a retail sale price for the product and fair- trade protects it where local state laws make this possible. Wholesalers are notorious as bottle- necks. In the case of Gold Seal which distributes through more types of retail outlets than practically any other product or form of product, if wholesalers won't stock the item Gold Seal is out of business. Glass Wax is sold in drug stores, grocer) stores, specialty stores, paint stores, de- partment stores, automotive supply stores, hardware stores, five-and-ten-cent stores, delicatessens, and in fact in every type of retail outlet that can handle a package goods product. Since selective radio alone, on a con- servative schedule, couldn't force distri- bution in spite of its effective moving of the product from retailers' shelves, Harold Schater and Ray Mithun decided to com- (Please turn to page 74) 31 SUNDAY OCTOBER 10, 1948 X-TIME-1234567e9012345G76901234567890123456789012345676901234567890 1-2000 G B B D A D A D D B Y D CD Z A A B 1-2003 C C B D A D A D D B Y D CB Z A A B 1-2006 C C B D A D A D D' B Y D CB z A A 3 1-2009 C C B D A D A D D B X D CB z A A B 1-2012 C CB D A D A D D B X D CB z A A B 1-2015 C C B D A D A D D B X D CB z A A B 1-2018 C C B D A D A D D B X D CB z A A B 1-2021 C C B D A D A D D B X D CB z A A B 1-2024 c C B D A D A D D D X D CA z A A B 1-2027 c C B D A D A D D D X D CA z A A B SUN 10- 10-48 1-TIKE- 1234567890123456789012345678S 0123456789012345 671 390 1234. 1-2030 C C B D A D A D D D X A CA Z A A B 1-2033 c C B D A D A D D A X A CA Z A A B 1-2036 c C B D D A D A D DAY A A Z A A B 1-2039 c C B D A D A D DAY A A Z A A B 1-2042 is C B D A D A D DAY A 0 z A A B 1-2045 c C B D A D A D DAY A 0 z A A B 1-2048 c C . B D A D A D DAY A 0 z A A B 1-2051 c C 3 D A D A D DAY A E z A A B 1-2054 c C 3 D A D A D DAY A D z A A B 1-2057 c C B D A D A D DAY A D Y B A B SET NBR 43 WAS LISTENING TO WJZ - NEW YORK How many listen: Radox (Above)Radox repcrt covers 60 sets for two 15-minute periods. Top line in each time segment indicates home number and letters underneai How many listen - - and why ? Siiidliiiger may have low-cost quantitat i\ «» and qualitative systems 1 Radox can answer most of - :-i the objections thus far chal- lenging quantitative research on the size of radio audiences. It can be economical. It is accurate. It is definitive. It is prac- tically as immediate as dialing itself — if that speed is required. It can give flow of audience information, and minute-by- minute listening figures if that's desired. For the individual program sponsor, figures on who was listening to his pro- gram is sufficient. That information can be obtained directly from the teletype tabulations which are made while the pro- gram is on the air. For station listening indices, the home-by-home listening re- port made every three minutes presents enormous compilation difficulties, al- though a tape is cut by the teletype monitor tabulator at the same time a^ she is tj ping her report on a regular page-t\pc teletype machine. The information on 32 this tape can be transferred to IBM cards, so that any type of information desired can be run off. However, Radox plans call for a simplified compilation of listen- ing data via automatic recorders which are being set up to gather figures on num- ber of homes listening to any part of each 15-minute time segment; total homes listening to a station during the morning, afternoon, and evening of each day; total sets in use in any one area. The details will still be on teletyped reports of listen- ing every three minutes but the auto- matic recorders will make available specific information, without any IBM machine or hand tabulations. These re- corders reduce the delivering total figures to reading the face of each counter at correct intervals. These automatically compiled figures are equivalent to the rating information which is released regu- larly by Hooper, Nielsen, and Pulse. Each member of the panel has a dial in his hand which ena him to register his reaction to the program to which he's lis in3 — "bad," "inferior," "neutral," "good," or "super * icate station. (Right) Typical Radox listening post They can also be set up to deliver much more than rating figures, just as do the detailed Radox teletyped records. Al Sindlinger who heads up the Radox listening research organization feels that quantitative information is only the be- ginning of good radio research. He even rates his Teldox audience analyzer quali- tative check-up on why the audience listens, as only a step in the right direc- tion. (He does recorded depth inter- views to discover the real reason why a person states he likes or dislikes a pro- gram.) Nevertheless Radox, even in its present stage, is an important advance in radio research. Radox makes available a family directory, detailing each set in each home which is monitored. The directory gives the essential information on each home required by an advertiser. Thus when a sponsor receives a report on listening to his program it could be possible for him to discover exactly the type of families he is reaching. The directory gives economic and educational data on each member of the family. It gives magazine and newspaper readership habits as well as what they claim are their listening habits. In the latter section daytime and nighttime favorite programs, as well as favorite stations are recorded. It is interesting to note that the listeners' statement of their favorites seldom parallels their actual dialing habits. Radox makes no attempt to tabulate what listeners say they like, only what Radox eavesdropping knows they listen to. There can be no question as to the accuracy of the Radox index. Every home set monitored is actually in opera- tion as reported. The Radox method is simplicity itself, although development costs have already run over $160,000. By a simple piece of equipment costing $1 .95, which is installed in the receiver being checked, it is possible for a special central office to listen-in as frequently as desired by a telephone line connection. The mon- itor listens in via another earphone over one ear. When a set is heard to be in use, the monitor, through an earphone over his second ear, listens-in directly to one station after another in the area being checked until he finds the program to which the set in the home is tuned. When both earphones bring him the same pro- gram he knows and records the station to which the home set is dialed. When two stations in an area are carrying the same program, as happens in many sections of the countrj served bj multiple stations carrying the programs of the same net- work, it has been found that the stations are seldom in phase with each other Only the station to which the home is tuned will sound exactly the same from the central-office monitoring radio re- ceivers as it does from the home. Other stations will sound as though one ear was echoing what the other ear was hearing. The monitor never trusts to memory, logs, or other information of what's on the air. She verifies with her ears the station to which each home in her listening panel is tuned. Only a Nielsen Audimeter re- cords this type of information. Commander Harold R. Reiss, who is Sindlinger 's electronic "brains," has de- veloped an automatic monitoring system ♦■hat will enable the work presently being done through manual monitoring to be done by electronics. As with all engineer- ing development time tables, it is not too definite when electronics will take over from manual operations. However, one thing is certain — large scale expansion beyond Philadelphia, where the Radox tests are being conducted depends a great deal on Reiss's electronic monitoring get- ting out of the laboratory and into regular daily operation. Radox's experimental sample in Phila- delphia covers 38 homes which have 54 radio receivers and six television sets. Philadelphia will be sampled completely through monitoring a panel of 300 homes. Sindlinger promises that Radox installa- tions in these homes will be completed sometime during this Spring. Monitoring for this regular coverage of Philadelphia (Please turn to page 70) Teldox "profile" indicating just how a listening panel reacts. Below is report on a radio program. Program content at top of chart Why they listen: Teldox !■ selective radio trends Based upon the number of programs and an- nouncement: placed by sponsors with stations and indexed by Rorabaugh Report on Sel- ective Radio Advertising. Reports for August '47-July '48 are averaged as a base of 100 Business uncertainty prevented the expected November upsurge in selective broadcast advertising. National index dropped to level of last August with only Drugs and Tobacco holding their own. Beverages and Confectionery recaptured some of October's loss ( 1 1 points l. It was felt that right after election selective broadcast advertising, usually one of the first forms of advertising to respond to change in business condi- tions, would see the start of a number of campaigns which were being held in abeyance. Now the explanation for the slow upturn in selective advertising placement is "Truman's attitude," and what it's going to be. Regionally all areas except Pacific and Rocky Mountain were off with the South showing the greatest loss. Even the West Coast was only up 1 point. Claim that TV is taking many selective radio dollars is generally held thus far to be invalid. Per cent 250 — 200 — 150 — 100 — 50 — AUG SEP ! OCT NOV DEC JAN | FEB I MAR I APR I MAY I JUN JUL Based upon reports from 230 * Sponsors Trends by Geographical Areas 1948-1949 AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL 250-1 2,531,498 Radio families 200 1947**948 Aug. '47-July '48 average = 100.0% 250 ■ !00 - ISO 100 - 50 Trends by Industry Classifications 1948-1949 76 Sponsors reporting AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL DDDa S50 ■ 5 Sponsors reporting too Sponsors reporting mm. '47-'48 average = 100.0% Automotive * ■ •- ■■ Tobaeco :;/■;■;■■■■ . Drugs lia iscellane •For this total a sponsor it regarded a> a tingle be reported under a number of classifications. 36 corporate entity no matter how many diverse divisions it may include. In the industry reports, however, the same sponsor may SPONSOR In next issue: TV Trend** sails into new markets fast In the highly competitive soap business, it takes fast, powerful selling to launch new products with a flying start. So it's natural that Lever Brothers uses plenty of Spot Radio to introduce its new detergent, BREEZE. Starting with the nation's hard-water areas, BREEZE has expanded market by market, using Spot Radio to hammer home powerful sales messages. Spot Radio starts working for Lever Brothers well before announcements are aired . . . through pre-campaign merchandising of schedules that insures aggressive market-wide retail support. Dealers know this potent medium will bring in customers, and they prepare to welcome them with stocks, displays and promotions. As a result. Lever Brothers attains profitable volume fast . . . and then maintains it with continuing BREEZE Spot Radio campaigns. Whether you have a new product to establish, or an old one that needs new sales, Spot Radio can do the job. Find out about this powerful, flexible medium — how it works and how to work it — from your John Blair man. He knows! with SPOT RADIO! JOHN BLAIR t COMPANY NATIONAL REPRESENTATIVES I : LEADING RADIO AND TELEVISION STATIONS BREEZE advertising is handled by Federal Advertising Agency, New York, New York 'Spot Broadcasting is radio advertising of any type ( from brief announcements to full-hour programs) planned and placed on a flexible market-by-market basis. Offices in Chicago • New York • Detroit • St. Louis • Los Angeles • San Francisco 3 JANUARY 1949 37 y4«t^I / j f r / ^m wT / ■ / c t / wi* m / V j " i it / ^/^ / trY^T" K--J_^ / -r^r^T' / -rX*" Jt^^* flh m^d ft ^. ^dB Blr J ^k JHT Ph[*T / !S.:.::sS| *w? w^r / . p^|P^" r^-^iF _ -- ::::::::: -y-T^T^ JtL. _*Mr _ I 2Ipt i wPT \ X--1 -X ^^tr ' ::::::i:::: ■ i iiii 1 I 1 1 1 { 11 III ::;:~::::a -JK^^^w [j ' | ™ I 1 [ f [ i lit imm.tamiiiiii2 \ 1 J » '" * 1 1 1 i i. Jfr T ^ ^ 9) • 4B A. ^ :;~:~_~., S i __ i _,_„_,„ J^k M*4 ^r ^^ i ■ i 3 i ii ^^ • 1 ■ SB :"::ii k^V <^Z L^ 4f I 1 JBP * F ib ■ bb a^Bk ■§§■■■ ▼ ^» ^ — — . » i bmBt C^ .1 ^ AA O /* / trie man Denina over zuu *juccessjui sai6» luivo ****** +*********>**. — i p - - f-~~~»-~~- ror the sponsor interesteil in sales, Singin' Sam pres< ints a unique ._ -X— ! ■' * opportunity, For never in radio s history has there beer i a personality r- ... ,-, 1 «• • • 1 1 j. r — : like Sam . . . never betore a program series with such a n outstanding p i i i* • i ill *ip 11 ;_X. record ol major sales successes unoroken l>y a single taiuire. these are strong statements that carry tremendous weight with i •/• j u e prospective program purchasers ... it supported by tac ts. And tacts _.. i .. _ ._. JJ vve have in abundance . . . high Hoopers, congratulatory pressions of real appreciation by advertisers them selves, actual 1 before and after stories barked with the concrete figures. ^^| b^*^I I his 15-minute transcribed program series is the show ^P W -^^. ^r 41 ■w J am ^b! J: you need to produce results. Write, wire, or telcplu ii — x J SI for full details. Despite Singin' Sam's tremend< popularity and pull, the show is reasonably priced. Hi x \tiz x |,.,i.„ _ x £- jr- 1 ^ * i i ill t l |v BB^^BM^r *• T |* *. ** . —. — — — _ — — —.— w . i • l^^ft^^^BYl ... _ . ■ .« "i ■■■ .. — — —. [t 1 2i j \ i 1 i ' 1 Ik 1 1 11 1 I 1 ! 1 I M 38 SPONSOR FURS SPONSOR: Lowell and Bradfield U.I \< 1 : Placed direct CAPSUL1 CAS1 ii I- I mo : Merrill Lowell, Beverly Hills furrier, sponsored the "II omen's I'age" segment of " Magazine of the If ieeA:," heard Sundays at 8: 10 p.m. This segment of the program is a fashion show conducted by Rita LaRoy. I 'arious hinds of furs are shown, and the fashion theme is accentuated by the showing of coordinating accessories and general teamen's near with the emphasis on furs. Is a result of his first six telecasts. Lowell and Bradfield did $15,000 north of business. KM \. I .... Angeles PROGRAM: "Magazine of the Week" RADIOS SPONSOR: Emerson Radio AGENCY: Wm. H. Weintraul. CAPSULE CASE HISTORY: To bolster radio set sales. Emerson offered a $30 gift certificate on 14 November to all "Toast of the Town" viewers in the areas covered by the CBS-TV network. Certificate ims honored at face value toward a $60 radio (Model 574) by all Emerson radio dealers. To obtain the certificate, viewers had to write Emerson Radws home office. Although the offer was only good until midnight. Tuesday, 16 November, over 9.000 requests were received by that time. CBS-TV PROGRAM: "Toast of the Town" MACpAZIXES TV results SPONSOR: Television Guide AGENCY: Placed direct CAPSULE CASE HISTORY: Television Guide decided II was the natural medium to increase the circulation of their magazine. I year's subscription to the magazine plus a small-sized Walco TV lens (magnifier) were offered for $3.00. Viewers were asked to send their money directly to the magazine. Three one-minute announcements were used, one on each of the days of 11-13-14 November. Fifteen hundred letters enclosing the price of the subscrip- tions were received. WPIX, New York N<^ 1 I net every Thursday from H 8:30 p.m. Program features cooking demonstrations. On Thursday, /<>' Wovember, advance copies of the recipes to be demonstrated on ih<- Thanksgiving l>a\ telecast acre offered to all writing in. Recipes were l<>i an ice (ream mold, oatmeal cookies, anil chestnut i ookies. 1 he first mail on the following Monlr. M«'\v;irl I should like to answer the ques- tion from the point of view of motion picture program- ing in theaters which is perhaps more analogous than from radio. Too, there is a growing feeling in television that the basic lessons of film programing will govern in TV. There is a school of thought in motion picture theater booking that believes shows of opposite or different moods should appear side by side; a dramatic show with a comedy; a musical with a mystery, etc. There is a wealth of ex- perience to show the success of such a theory. On the other hand, some of the most successful combinations in the his- tory of the motion picture industry were the result of booking shows of similar mood and type. The "horror," "mys- tery" and "crime" bookings are examples of this pra< tice. Motion pi< ture experience on this point has demonstrated over the years that there is no pat formula. In fact, con- siderable danger lies in a categorical repl) to the question. The moment you think you have a definite answer, you are sure to have an experience that proves the opposite. If such a reply could confidently be given, it might be reassuring to the TV advertiser; however, he must, I am afraid, be satisfied to put on a good show that can stand on its own feet. The nature and mood of the adjacent show would then be of academic interest and the effort and energy expended in arguing the point might well be devoted to more basic ingredients which deliver audiences. Perhaps there should be some experi- mentation on this score. Two dramatic shows following each other on a Sunday night might very well prove highly suc- cessful. Who can say? In motion picture theater booking al- most anything can happen; some of the most unpromising combinations often prove in fact to be outstanding hits. We have learned our lesson; now we pre-test them first. We take nothing for granted. Peter G. Levathes Director of Television 20th Century-Fox, New York It does not nec- essarily follow that what holds true and is proven in radio applies to the tenuous ex- periments of the video medium. You can block- program music, as we have done here at WNEW, with great success. But ear- pleasure is not parallel to eye-fatigue. There's a long road to follow before the answer is reached. It is regrettable that the cost in finding this out comes high. But sooner or later the experiment must be made. I rather suspect that block-programing in television will not prove as salutary as it does in radio. The best source of ex- perience to draw on is the double feature of the movies. It is my recollection that there is usually a diversity of types in this kind of parlay. This could be ascribed to the economic cost of putting two Grade A movies back-to-back. I hate to beg a question, but television can't take a piggy-back ride on radio this trip. Ted Cott Vp in charge of Programs WNEW, New York It's a shame in TV that the an- swer to this type of question, so vital to advertisers and agencies, is left to discussion and debate when facilities are avail- able through sta- tions to determine audience preference of "mood" program- ing through actual experience. The whole industry profits by knowing viewer tuning habits and it is not too soon for stations and networks to determine see- ing-hearing attitudes vs. purely aural preferences. But as in radio the discovery of this kind of audience preference is being left to accident. This was the manner in which block programing was "discovered" while I was at WNEW. Why and how a sta- tion holds its audience over a period of several hours was analyzed only after a phenomenal radio rating was sustained at the station for months on end. Television stations, profiting from radio's experience, should block program experimentally to determine audience attitude and not leave so vital a question 44 SPONSOR to debate and discussion. Early television experiences of WRGB offer to a limited degree a definite answer. A viewer-survey made while I was at the Schenectady station, determined that viewers, who had been seeing television for a number of years, wanted hour-long or longer programs. This panel of viewers (over 50% of those owning sets in the area and representing various eco- nomic levels) planned their viewing evenings and wanted to be assured of several hours of entertainment. This held true for juvenile viewing as well as for "informative" programing. It is my opinion that if block program- ing is scheduled without a break, it may be more than the audience can take and they may start shopping for other enter- tainment. However, if the viewing audi- ence is given a ten-minute break — an intermission as in the theatre, between programs, a seventh inning stretch — block programing can be the answer to building and holding audiences. Judy Dupuy President Video Events, New York It is entirely possible for a TV advertiser to have his television show follow another of "similar type" and still draw top audiences — pro- vided there is a recognizable change of theatri- cal mood between the two. That may sound contradictory, but it really isn't. For example, let's suppose that a TV advertiser who is sponsoring a dramatic show finds a good time period available following another dramatic show. Suppose, too, that both shows are roughly similar as to format, appeal, star policy, etc. Now, would the advertiser in question lose anything by following a show that is basically similar to his? Would the audience grow tired of seeing "too much of the same thing?" I think not. The answer lies in one of the funda- mental rules of good theater. When a "curtain raiser" is presented with another and longer play, or when two plays are presented in the same evening, producers have found that they get the most favor- able audience reaction by achieving a change of pace — by following comedy with tragedy, or vice versa. The form of ( Please turn to page 46^ IBvar Ji>v: In reviewing our activit\ ol the past few months at WMIE-Miami, it is evident that in our intense effort in our local South Florida market we have been guilty oi neglect in supplying you with proper in- formation. We intend to correct this over- sight by means of monthly letters, and because we think we may find advertising people with an interest in development of a rather unusual independent station in a competitive market, we have decided to print out tetters as monthly advertisements in sponsor. W< want to bring this out right in the beginning, because, though we've had the magazine set up our letter in reading type, i In- htt.r and those which will follow are definite attempts to acquaint folks who have the responsibility of allocating broadcast budgets with WMIE-Miami, its personnel and its progress. One more point, Joe. This is frankly an experiment. This type of presentation may not prove to be nearly as interesting to ad- vertising folks up North as it is to us locally, and if this seems to be the case, we'll change our plan to one of more conventional type We'll need suggestions from you, and if you can pick a word or two of advice from the trade, we'll appreciate that, too. The story of WMIE-Miami is an interest- ing one, we think, but we haven't tried to tell it before, because we just couldn't de- cide how best to do it. Frankly, we can't see how the average broadcasting station trade paper ad can be too interesting, or of much value to time-buyers. There are some very notable exceptions, of course, but the usual ad just doesn't say much in the way of tangible evi- dence of a station's worth. Some ad- vertising stations are so well known, though, that re- L^P j^, ^B minder copy is ■■I probably all that is necessary . . . rather like the difference between announce- ments broadcast effectively for well established prod- klinger ucts.andgi odselling copy plus a good air salesman to properly promote products less thoroughly established. We have a local success story we like to tell about WMIE-Miami that demonstrates this effectively. There's a small, compara- tively new men's stoic in Miami, not too favorably located, which had become con- vinced that radio broadcasting just wouldn't produce for its business. The store. Peter Kent, had used an ambitious schedule of an- nouncements on a network outlet here, and to put it in president Sam [Ginger's words, "nothing happened." Our salesman. Dave O'Shea, convinced him that it was just the type radio that was wrong in his case, not the medium, with the result that he bought a reconstructed SHEETZ ADVERTISEMENT American League ball game on WMIE as a one time test We had Bill Sheet/, do commercials as well as the game, and as- signed Art ( ireen to do other sales chores. too. Green, as you know, was one of New York's leading air merchandisers. To us, the results were most gratify- ing, but to the client, they were phenomenal. The game was played at night and the next morning found fourteen or fifteen customers waiting forthedoorstoopen. Sheetz and O'Shea took a photographer down at about 10:30 AM. found the sales clerks unable to wait on the trade and both were pressed into service themselves. By 2 :3T or 3 :00 that afternoon. Peter Kent was sold out of a healthy stock of advertised items (jackets, suits and sports shirts), and had moved a large volume in non-advertised items. Now, though we risk making a good story sound incredible, the Peter Kent report doesn't end here. The store is owned and operated by two aggressive fellows who couldn't wait for shipment from ordinary supply sources. Within two days, they bought up the stock of a less successful men's store (non-WMIE advertiser. Joe) moved it to their own shelves, bought a few more American League games including two games broadcast at once on a Sunday after- noon, and listen Joe — they sold out again! We're sending you a signed statement from the Peter Kent folks, Joe, because we think Forjoe & Company may wish to show it to a few people with an interest in spot coverage. However, this story isn't pri- marily a testimonial to the effect of WMIE- Miami. It proves, instead, that broadcast advertising, bought carefully, will pay off like no other medium can. Of course, we have an obvious advantage at WMIE Miami in that we have found it necessary to provide ourselves with the same type pro- fessional folks as networks have on hand in New York, Hollywoi d, etc When working i< a an advertiser on local or spot campai we are thus able to emulate the -ervice rendered to network clients by network offices. This type of operation is expensive, but then we can afford it. because we retain so much greater a proportion of each dollar spent with us than do network affiliates of network revenue. Hope this will prove of interest to you. Joe Drop us a line of suggestion at your convenience Cordially. P.S. Should add that Peter Kent now spon- sors Bill Sheetz' nightly sports review at 6:30 I'M on WMIE-Miami. 3 JANUARY 1949 45 entertainment is the same (they're both plays) but the "mood" has been modified until it is in counterpoint with the play that preceded it. To give an example of that, let's look at The Telephone and The Medium, or the Old Vic's Critic and Oedipus. In television, it would necessitate the producers of both shows getting together in some manner and scheduling the dramatic works they are going to present so that comedy will not follow comedy, but will be counterpointed by heavy drama or melodrama. This will avoid the problem of one producer trying to top another's show. This can not, of course, be carried out indefinitely throughout an evening. There is a much higher fatigue factor in tele- vision than in radio, where "block pro- graming" has had its biggest success. But within the reasonable limit of two or per- haps three shows back-to-back it should work successfully in attracting and hold- ing a television audience. Armina Marshall Executive Producer The Theatre Guild, New York CONFUSION PLUS (Continued from page 35) interstate application. This applies as well to the state cen- sorship of movies. Today, seven states have state censorship boards, and at least 80 cities maintain local boards. Their jurisdiction lies in the showing, not the transportation of films. Since all concerned with the showing of sponsored TV program films today have gone to great lengths to see that the films are "suitable to be shown in the living room of American homes" the problem is not likely to arise. However, advertisers and broadcasters alike will have to keep in mind the regulations of the National Board of Review, as well as local regula- tions that are often more stringent. Otherwise, the local censor may have a legitimate complaint, since reception of TV programs on home sets is considered by most legal authorities to be a "public exhibition." One of the factors which complicates the showing of TV films is that they are seldom reviewed by telecasters in ad- vance, and are shown "cold" to viewers. This sometimes produces odd results. Some years ago, KTLA telecast a film about good posture. It was an interest' ing short-subject film, approved by the American Medical Association. One of the scenes showed a young lady in a nightgown climbing into bed. Several viewers, who had tuned in late, caught the scene without any explanatory pro- logue and promptly called the TV station, newspapers, etc., etc., to complain about the "bedroom scene" their kiddies had been exposed to. Everything was settled peacefully, but not until there had been a few nervous moments on the part of the station management. This example well serves as a lesson to sponsors of TV films who may be including material in their programs which can be partially mis- interpreted. Any other question of "good taste" in TV programing, whether in programs or announcements, live or film, network or local should be decided basically by Section 326 of the FCC regulations. This ruling states: "No person shall utter any obscene, indecent, or profane lan- guage by radio communications." Broad- t.isters have accepted the word "radio" as applying to TV as well. Apart from the legal problems that arise out of the actual transmission of TV scannings, there are many behind-' tin scenes pitfalls for the advertiser in the preparation of TV programs. The l Please turn to page 50) 46 SPONSOR Centra New England, u I, the nation's strongest sh°n ! .ImoI radio sets, concentration ot MMTLVto WTAG ^^^^^^^ ■ ~ Measurement ,„dexes and Benson & Be- $ rf nt a, provide conclusive proof Massach ?adfo audience in Central Ne* , * ^^ wlth 1 (the central port.on ot W rship - ahead of every state'he " ^ of ,he Northeast and ^ ^ Benson & Benson s D.ary J^ condensed a 54 surrounding ct.es ^ large,t here to quarter ^JJ^. On news periods -err^-narea. WhenYo«B«vr»me»nNewln9»and, 55 10 ^ & to xr 60 65 I LI I I N 71 M IS81 v <*> <* 10 voi 7 Ml & to mil m 'la All OTHERS WTAG Quarter Hours Quarter Hours In the MORNING, WTAG is first in Audience 143 quarter- hours out of 162, or 88 % of the total time. Quarter Hours Quarter Houi irter Hours Quarter Hours Quarter Hours Quarter Hours In the AFTERNOON, WTAG is first in Audience I 19 quarter- hours out of 168, or 71 °0 of the total time. In the EVENING, WTAG is first in Audience 141 quarter- hours out of 168, or 84 °o of the total time. WORCESTER 580 KC 5000 Watts PAUL H. RAYMER CO. National Sales Representatives. affiliated with the Worcester Telegram — Gazette. For the ENTIRE WEEK, WTAG leads in Audi- ence 403 quarter- hours out of 498, or of the total time. fSA S/Ck !».r LBS. Br iJv 3 JANUARY 1949 47 HO STANDS OUT v ■fa i I FH0HT OF YOUR STC in The patient, painted cigar-store Indian did a good job of bringing the people in, of distinguishing one store from all others. .. until everybody had a wooden Indian. Then somebody had to create some new characters to attract the customers. It's like that in radio today. Everybody knows the job radio can do in calling the customers in. But who stands out "in front of your store" is still very important. It's got to be the right show. That's why so many of the country's biggest and smartest advertisers are turning to CBS Package Programs. They've found it pays to have shows like Suspense, My Friend Irma, or Arthur Godfrey out there in front. There are 21 sponsored CBS Package Shows on the air today— the largest operation of its kind in all radio. But it doesn't stop there. Right now, in work or on the air, are other shows, ranging the whole field of pro- gramming. Among them, very likely, is the show to stand in front of your store, and call the customers in. (For instance, have you heard Life with Luigi? Or My Favorite Husband ',?) CONFUSION PLUS {Continued from page 46) biggest headache here is in the question of TV performing rights. These rights break down in several important categories: (1) Dramatic and dramatico-musical works (such as plays, operettas, grand opera). (2) Musical compositions performed in a nondramatic fashion (single numbers, solos, background music for live and film programs, etc. — everything from Beethoven to blues.) (3) Nondramatic literary works (novels, short stories, etc.) that have to be adapted for the visual medium. Most of the important works in these fields are covered by one form or another of the copyright law, either under statu- tory copyright or under common-law copyright. Even material that is believed to be in the public domain must be ex- amined, as frequently a TV performance can be done only with the permission of those who control the TV rights (example: a copyrighted musical arrangement of some old public domain tune, like Swanee River). Not always is the right to perform a dramatic work, or scan a film, a clear-cut IS TMAT-UN T«E BlGCEST YOU COT?" A orch painl <>r pianos, iliv l{<( uii\ sinir in the Nation well ;tl><>\«' i Ik (4975 for tin- «li«d<- of North I ».ik«.ia. \\ DAI "- 26-year hold on our Rural Rich is one of 1 1 ■ « - amazing stories <>f the Nation. \\rii< u^ <>r Free t\ Peters for I li<- facts ! FARGO, N. D. NBC • 970 KILOCYCLES 5000 WATTS ™iii- Free & Pfters, hc thing. Until a few years ago, nobody cared very much about writing a clause covering TV rights into contracts. There was little reason to do so. But today, with program producers scrambling around for material, there is often a merry-go-round between writers, rep- resentatives, agents, producers, actors, union, etc., to get clearance on rights before an advertiser can feel safe in giving a TV performance. It is a tedious but a iH(.css;ir\ ta^k. The advertiser who merely takes somebody's word that he has the performing rights for TV is taking a big chance. It makes no differ- ence if the person dealt with sincerely believes he actually is the sole holder of such rights. Such a case occurred recently when Philco premiered The Philco Television Playhouse on NBC-TV. In clearing the rights to perform George S. Kaufman's and Edna Ferber's Dinner at Eight, Kaufman assured NBC and Philco that he had all the TV rights. He even had a contract to prove it. Philco went ahead with plans to telecast the play on a live basis on NBC's Eastern TV Network. Other stations were to carry the show via film recordings where there was no net- work service. When the arrangements with Kaufman were made, Philco felt that it was all set for the premiere. A few hours before the telecast, a call came in from Metro-Goldwyn-Mayer, who had made a memorable film of the play years ago. It seemed that Metro had a contract with Kaufman for the film which stated somewhere in the fine print that any subsequent use of Dinner at Eight on film could only be done with Metro's approval. Metro's approval, added Metro, would cost $750.00. Kauf- man's rights covered television, but only live television. Philco and NBC were staring a prece- dent squarely in the face. If film record- ing, which the TV industry carefully avoids calling "motion pictures " were to be considered sound movies, any number of similar situations might develop. Some of them might even call for retroactive payments, and possibly increased union scales if the word got around. Philco and NBC", despite the fact that they were anxious to get wider coverage for the premiere oi the new Philco show, decided the whole thing was as risky as a home- made stepladder. The show went on the air live only. When Philco uses film i i.iiim i iptionv hi rcaftei . the\ v\ ill i heck with anj motion picture company in- volved Siikc then is no organization which Please turn to page 55) 50 SPONSOR BLANKETS THE DALL . Tough luck, Junior . . . just shows how impor- ^ tant both size and coverage can be. But down Texas way two frequencies permit you to select the market which best fits your budget . . . 570 for local penetration . . . 820 for broader area coverage. Both are coupled with top talent in programming and the most modern engineering and transcription facilities on WFAA. Represented Nationally by EDWARD PETRY AND COMPANY AS- FORT WORTH MARKET! i TEXAS QUALITY NETWORK Radio Service of the Dallas Morning News By Order of FCC. WFAA Shares Time 3 JANUARY 1949 loth Frequenciei 51 Contests Oilers a siM>\s«m monthly tabulation SPONSOR PRODUCT PROGRAM TIME OFFER TERMS OUTLET ARMOUR & CO Chiffon Flakes Hint Hunt MTWTF 4 4:25 pm Various merchandise prizes awarded daily Send favorite household hint and Chiffon box- top to program, Chi. If hint used on air, prizes awarded CBS CARTER PRODUCTS, INC Arrid Jimmy Fidler Sunday 10:30-10:45 pm Total $50,000 in prizes. (1) Grand Prize of Celotex Cemesto home, lot, $2,000 electric kitchen, mink coat, jeweli y etc. (2) Weekly Prizes of $2,800 in merchandise Listeners must identify "Mystery Star." write 10-word slogan for National Kid's Day Founda- tion. Send with/without contribution to con- test, Hollywood ABC CONTINENTAL BAKING CO Wonder Bread Cake Grand Slam MTWTF 11:30-1 1:45 am Various merchandise prizes; also chance at the Grand Slam Bonus of special merchandise prizes Send list of 5 musical questions to program, N. Y. Entry must have correct product names written at top CBS EVERSHARP. INC P LORILLARO CO SMITH BROS CO SPEIDEL CORP Pens, raaors Old Gold Cigs. Coiijrh drops Watch bands Stop the Music Sunday 8-9 pm (15 min ea.) $18,000 (minimum $1,000) in various cash, merchandise prizes Listeners called, must identify tone played plus "Mystery Melody" ABC GOLDBIATT BROTHERS Department store Let's Have Fun MTWTF 12-12:30 pm Merchandise prizes, valued at several thousand dollars, from sponsor's store Listeners called, identify "Cinderella" from clue* in radio jingle WGN, Chi. GUNN GROCERY CO Various Gunn's Telephone Quiz 9:45-10 am MWI Cumulative jackpot of $2.50 a day. Consolation prizes of a dozen Do-Nuts and pound of coffee Listeners called during programs answer quiz questions. Correct answer wins jackpot WRFS. Alexander City, Ala. LIGGETT & MYERS Chesterfields Supper Club MTWTF 7-7:15 pm "Star of the Week" contest; Tu nights only. $500 bond prize Winners of. pre-broadcast studio spelling bee name friends to receive phone call. Fri«nd must identify "mystery' voice" of screen star NBC MARS, INC "Forever Yours" Candy Bars Dr. I. Q. Monday 9:30-10 pm Various cash prizes for questions and sketches used on the air Send brief sketch of famous personality and/or set of "Right 4 Wrong" statements with 6 "Forever Yours" wrappers to program, Chi. NBC PHILIP MORRIS & CO Cigarettes Everybody Wins Friday 10-10:30 pm $20-$100 in cash prizes Send list of 5 questions with P-M package wrapper to program. Cash for use, more if contestant misses CBS NATIONAL COUNCIL OF EPISCOPAL CHURCHES Institutional Great Scenes from Great Plays Friday 7:30-8 pm Booklet: "Finding Your Way." Tells what Episcopal Church is, and what it stands for in modern world Free on request to local MBS stations carrying show MBS PARTICIPATING Various Your New York Saturday 7:40-9 pm Weekly prizes of $50, $25 and five $5 awards Complete last line of limericks shown during telecast. Send to program, c/o WPIX WPIX, N. Y. PET MILK SALES CORP Pet Milk Mary Lee Taylor Saturday 10-10:30 am Miniature Pet Milk can charm for bracelet use. Also booklets on cookery' and baby care Send Pet Milk wrapper with name and address to program, St. Louis, for charm. Booklets free on request NBC PROCTER & GAMBLE Oxydol* Droit Ma Perkins & Brighter Day MTWTF 3:15-3:30 pm ' MTWTF 10:45-11 pm Two plastic food storage bags Send 50c and two wrappers from either Oxydol or Dreft to sponsor, Cincinnati NBC PROCTER & GAMBLE Ivory Snow hions On Parade Friday 8-8:30 pm $5,000 in various merchandise prizes Three viewers called each week. Mnst identify "Miss Terry" from clues. To be eligible, must write slogan, send with/without contribution for 1 SO Drive to program WABD, NY. Dumont Network PROCTER & GAMBLE Duz Truth or luences Saturday 8:30-9 pm "Papa & Mama Hush" stockpile of merchandise and services. Mink coats, vacations, furniture etc, etc Three listeners called weekly try to identify mystery voices. To qualify, must have written iiiirrr. Mental Health Di with/ without contribution to contest. Hollywood NBC PRUDENTIAL INSURANCE CO Insurance .lark Kerch Show MTWTF 11:30-11:45 am Occasional offer of booklet Free on request to program, Newark, N. J. NBC RALSTON PURINA CO Fan I'M. Arnold MTV 1 1 1:15-1:30 pm Willys "Jeep" Station Wagon, RCA radio-TV set, home In -i zer, electric washer, etc. Stati contest prizes of honi' Poultry-raising contest. 90-day egg-laying record must be sen; on i blank, with 100 word letter on Purina Feeds. National and state contests MBS SINNETT-MEAOERS MOTORS CO Chrysler- Plymouth dealer i luy Lombardo Show Mond 9:15 9 :45 am Service prizes, like grease job, oil change, poll i L Listeners must identify "Mystery Medley" of IS mill. Name of winner drawn from correct identifiers KADA, Okla. SUCHARO CHOCOLATE CO Suchard Almond Chocolate liars Jukebox Jury Saturday i i 30 Sel of instructions for simple magic tricks, plus equipment for one trick : two Suchard wrappers to sponsor, \ 5 WNEW, \ -i U S. TOBACCO CO Model, Dill's Best, "1 weed accos Take a Number . Saturday 6 5:30 pm $5 for questions uscdi contents of jackpot if missed. $50 for correctly- answered jackpot questions 1 .lui/ ami jackpol qui 1 program, V 'I MBS volupte. inc Compacts The Better Half Thursday 8:30-8:55 pm Volupte booklet: "Decorating Collector's Items" 1 ii request to program, c/o Mutual, N. Y. MBS Wildi wildroot co Cream What's the Name ol That Song Wcdn 10 pm $5 cash prizes nigs to program for progra 1 Don Lee i •National consumer contest tied in with Kroger Co. "Free fowl for a year for a family of four" bonus prizes. 52 SPONSOR Like Jack's beanstalk • , ♦ television towers can grow sky-high overnight, but it takes more than just a tower to make a television station foremost in its community. WWJ-TV, now in its third year of operation, is a firmly established leader in the Detroit market. It has taken full advantage of its two-year "headstart" to stake its claim on the lion's share of desirable local television features. And, through its NBC Television Network facilities, WWJ-TV has stretched its "seeing power" beyond the horizons to bring Detroiters an even greater diversity of entertainment features. Unquestionably, WWJ-TV is the one best television "buy" TOD A Y, in the multi-billion dollar Detroit market. FIRST IN MICHIGAN Owned and Operated by THE DETROIT NEWS National Representative*: THE GEORGE P HOLLINGBERY COMPANY ASSOCIATE AM FM STATION WWJ NBC Television Network 3 JANUARY 1949 53 With a Single Contract MONTANA OREGON *"™1 • MERCHANDISABLE AREA BONUS LISTENING AREA SERVING 3,835,800 PEOPLE tu* IT PACIFIC NORTHWEST BROADCASTERS P. O. BOX 1956 BUTTE, MONTANA SYMONS BUILDING ORPHEUM BUILDING 6381 HOLLYWOOD BOULEVARD SMITH TOWER I SPOKANE, WASHINGTON PORTLAND, OREGON HOLLYWOOD, CALIFORNIA SEATTLE, WASHINGTON THE WALKER CO.-551 FIFTH AVENUE, NEW YORK CITY-360 NORTH MICHIGAN AVENUE, CHICAGO, ILLINOIS 330 HENNEPEN AVENUE, MINNEAPOLIS, MINNESOTA-15 WEST 10TH STREET, KANSAS CITY, MISSOURI ■The ^ 5tqt' ;:;.vl"v— si The "HILARIUS" in the Olympics, - Station WHEC In Rochester ..FIRST BY LENGTHS! WHEC is Rochester's most-listened-to station and has been ever since Rochester has been Hooperated! Furthermore, Station WHEC is one of the select Hooper "Top Twenty" stations in the United States! Latest Hooper before closing fr'me. STATION STATION WHEC B MORNING 41.7 25.7 8:00-12:00 A.M. Monday through Fr AFTERNOON 37.5 32.0 STATION c 6.5 9.3 D 3.0 6.5 E 14.3 9.0 12:00-6:00 P.M. Monday through Fri. EVENING 6:00-10:00 P.M. Sunday through Sat. 36.6 31.1 6.9 8.4 13.8 SEPTEMBER-OCTOBER HOOPER, 1948 STATION F 6.5 5.4 Station Broadcast till Sunset Only lafeir before closing time. BUY WHERE THEY'RE LISTENING:- MEMBER GANNETT RADIO GROUP N. Y. 5,000 WATTS Representatives: J. P. McKINNEY & SON, New York, Chicago, HOMER GRIFFITH CO., Los Angeles, San Francisco 3 JANUARY 1949 63 PETER PAUL {Continued from page 57) dialers to newscasts (particularly in the morning hours where most P-P newscasts are heard) tune in before the news starts, and stay tuned for some time after it's over. Thus, the commercial message reaches news audiences. Why newscasts, anyway? This is a question often asked of the Peter Paul agencies. The answer lies in the audience composition of newscasts. Research showed Peter Paul, early in air advertising history, that the audience dur- ing early-morning, noontime, and early evening newscast periods almost paral- lelled the percentage of men, women and children in the U. S. population. The same breakdown held an even more strik- ing parallel to the relative amounts of men, women and children who are con- sumers of Peter Paul's candy products. This is the underlying reason why Peter Paul are convinced their newscasts are the best form of advertising they can use. There are two additional factors that strengthen this belief. Recent surveys have shown Peter Paul that nearly 75% of the more than 750,000 retail outlets for Peter Paul candies have a radio receiver somewhere in the store. Almost the same percentage of retail proprietors are regular listeners to Peter Paul newscasts. Thus, their newscasts are, so far as radio- equipped stores are concerned, a form of point-of-sale advertising. Furthermore, dealers (notoriously hard to sell on any radio advertising backing for a product as a reason for stocking up on that product) are well aware of the fact that Peter Paul advertising works for them too. They can hear it work. Of considerable importance too is the turnover factor in 1 5-minute newscasts. Most Peter Paul newscasts are this length, a few are 10 minutes. None are shorter. Peter Paul discovered that the turnover in audience in the 1 5-minute newscast is extremely low, running mound 5-10' , where the particular newscast has built an established habit of listening. Besides being a good reason for sticking to one form of radio advertising, in this case news, it also means that Peter Paul get retail value in advertising at wholesale cost. It works out like this. On a typical Peter Paul newscast where the entire strip runs on a Monday-through-Friday basis, Peter Paul's usual purchase is Monday- Wednesday-Friday. This enables them to reach something like 90% of the regular audience (the ideal cross-section of Peter Paul consumers) at 60% of the cost for the full week. Peter Paul can therefore stretch their budget ever more mar- kets, leaving the station the relatively easy problem of selling the newscast on a twice-weekly basis to somebody else. Since Peter Paul buy only the top news shows (many of which have long waiting lists of prospective clients), and hold on to the top ones year in and year out, few stations complain. Once having spotted a newscast that they think will do the job for them, Peter Paul turn on the pressure, through their two agencies, to get it. If the period is not for sale, Peter Paul will try for fore- and-aft 1 -minute announcements, or try to buy into it on the odd days. It is often a waiting game. Peter Paul, however, are content to wait sometimes three or four years until they get what they want, something few advertisers are willing to do. Station managers get the impression that Peter Paul is a firm with a one-track mind, but the resemblance is more pro- nounced between Peter Paul and the smart gin-rummy player who is building his winning hand in one suit by a patient pick up . . . evaluate . . . discard . . . routine. The end-product is higher ratings, better audiences, and better sales for Peter Paul. One clear example of how this works out in practice is found in the New York market, a state that spent nearly $80,000,000 for candy products last year, 53% of which was for bar candy. These figures mean, to Peter Paul, that there is a $42,000,000 potential market at which to pin-point their advertising mes- sage. Five newscasts are therefore used on four stations to service the market. Two of them (Don Gardner on W J Z thrice weeklj at 7-7:10 a.m.; Charles F. McCarthy on WNBC thrice weekly at 7:30-7:45 a.m.) fall outside of the 8:00 a.m. start for Hooperatings, but the mail pull m periodic Peter Paul contests and offers show that they are holding their own well. The figures for the other three shows indicate clearly why Peter Paul, having had each of them for five or more years, continue to pay the bills. The three Prescott Robinson, Kenneth Bang- 64 SPONSOR I hart and Fred Van Deventer — are the top-rated programs, news or otherwise, for their time periods. They also top the opposition on independent stations. Period: 8-8:15 a.m., thrice weekly WOK WCBS WJZ WNBC (Robinson) (News) (Agronsky) (News- Bob Smith) 4.5 3.1 1.6 1.3 Period: 6-6:15 p.m.. thrice weekly WNBC WCBS WJZ WOK (Banghart) (Severeid) (New-- (News) Sports) 3.7 2.6 1.5 2.6 Period: 6:30-6:45 p.m., thrice weekly WOR WCBS WJZ WNBC (Van Dev.) (Shriner) (Miscel.) (Miscel.) 4.9 2.6 2.0 1.3 These figures, from a typical N. Y. Hooper rating period (Sept.'Oct.), show graphically how Peter Paul builds their selective newscast success. Each of these shows features newscasters who are well- known local (and sometimes national or regional) personalities. To avoid any suggestion of "pressure selling," each show uses an announcer for the commer- cials and a newscaster for the news. Each show has carefully been built up as a listening habit, and has occupied its marginal time slot for as long as a dozen or more years. Each show features plenty of local news (something network news- casts can't do effectively) and local weather reports which are a must. Each newscast strip is sponsored, to reach the maximum audience at a minimum cost, for 15 minutes, three times a week. The same selling theories are being carried over into TV by Peter Paul. The candy firm is currently sponsoring film spots on WJZ-TV, New York in time slots as close as possible to TV newscasts. They are a visual presentation of the familiar radio copy themes, based on quality (". . . the finest sun-ripened coco- nut") and taste (". . . the best chocolate, the most delicious coconut and almonds") that have proved a success with the news- cast audiences. Peter Paul expect to increase their experimental TV budgets, if the medium proves a success. Early indications are that it is, since the product itself and the package have a high eye- appeal factor and the TV films are care- fully and expertly done. A sizeable hunk of the Peter Paul ad budget may even- tually go into TV news, just as it has for radio news. Peter Paul were lucky in finding their ideal selling vehicle in marginal-time news periods, handled on a selective basis. The continuing successful use of the medium, however, isn't luck. It is the result of careful study of the advertising lessons learned in over a decade of com- petitive selling. * * * CEREALS ON AIR {Continued from page 23) of 1929, they started Jolly BUI and Jane on NBC. The program was basically built around a teller of fairy tales. Re- action to Jolly Bill and Jane was quick in coming after the sponsor tried out a few premium offers. However, it wasn't too long before parents began to yell that the stories, which were growing increas- ingly blood-curdling, were keeping the youngsters awake all night. But the blood and thunder rush was on. Kellogg, which had been sponsoring Irene Wicker as the Singing Lady on WGN in 1931, switched her to NBC for nation-wide impact. Post, which had been sponsoring Real Folks on Blue, dropped it like a hot brick and went on NBC with Paul Wing, The Story Man, in 1932. General Mills added Skippy to their growing list of programs and went on NBC (later switched to CBS). During the summer of 1932, Heinz Co. went on CBS with Joe Palooka to sell Rice Flakes. Kellogg decided to collect upon the rattle of gunfire around the dinner hour, took a deep breath and added Buck mnjjjppwiimuum $150,000,000 . . . that's the value of the signed contracts with which KLEE-TV began telecasting January 1, 1949. . . . And the sponsors can't be wrong, because KLEE-TV is the only television station in Houston, Texas, the largest market in the great Southwest. IF YOU WANT TO SELL HOUSTON BY TELEVISION YOU MUST USE KL€€-TV "The Eyes of Texas" . . . Channel 2 . . . Houston Houston Affiliate of the CBS Television Network Effective Radiated Power 16KW Studios: Milby Hotel Houston 2 Represented Nationally By: ADAM J. YOUNG, JR., INC. 22 East 40th Street . . . New York, N. Y. Murray Hill 9-O006 55 East Washington Street . . . Chicago, III. Andover 3-5448 627 Mills Building . . . San Francisco, Calif. Garfield 1-7950 448 South Hill Street . . . Los Angeles, Calif. Michigan 6203 3 JANUARY 1949 65 WHO'S GOT F1F1H During SPONSOR'S earliest days surveys of sponsor and advertising agency trade paper reading babits came I hick and fast. Each showed a snowballing preference for SPONSOR. linl today things arc bad in the survey field. So had, in fact, that certain zealous sales- man are taking old and outmoded surveys oul of mothballs and repre- senting them as up-to-date guides (or purchase of trade paper spare. It's not a healthy situation. So, to buyers of trade paper space \sv sa\. look for the date on the survey. the 1st Survey December 1946 When KMBC. kan>as Cit\. made this one SPONSOR was one issue old. We didn't do very well, but better than expected. Out of eight radio trade publications rated h\ agencj executives, SPONSOR was fourth. SPONSOR polled 139 points; the top publication 706. the 2nd Survey January 1947 Pre- & Peters did this study. SPONSOR was just two issues old. The return from 1. 000 sponsor and agenc) executive ques- tionnaires showed the fledgling catching on fast. No. not yel a winner. Bu1 SPON- SOR polled 1,198 point-: the top radio publication 3,53 I . the 3rd Survey March 1947 WJW, Cleveland, made t his king-size sur- vey. SPONSOR had five issues under its belt. Nearly 2.000 sponsors and agencj executives specified in which of the nine advertising trade magazines carrying WJW advertising they recalled seeing the sta- tion's trademark. SPONSOR was second. the 4th Survey January 1948 WJW's second annual survey revealed SPONSOR really coming into its own. 8,500 postcards went to radio-minded ad- vertisers and agencies; 2,067 were returned. SPONSOR was again second, but it was the only magazine showing a gain over the last study. SPONSOR'S gain was 300%. the 5th Survey Who's got the 5th survey? We're in our third year, aiul frankly we're very tired of looking at one-two- five-and- fourteen -issue -old ratings. SPONSOR is moving ahead. Ask your national representative. Or ask your nearest sponsor, account executive, or timebuyer. for buyers of broadcast advertising BEWARE! The 2nd survey, two years old, is again making the rounds, undated. SPONSOR was two issues old when it was first shown. We're (or up-to-date, and dated, surveys. Rogers on CBS. General Mills, alarmed at outcries that Skippy was becoming a blood bath, dropped it and came back fast with Jack Armstrong, a watered down adventure series, which in the early days of 1933 wasn't too much of an improve- ment. Hecker Products began sponsoring Bobby Benson (H-Bar-O) on CBS. Rals- ton, whose profitable cereal business plays second fiddle to its farm feed business, had been sponsoring Sekatary Hawkins, a three - times - weekly comedy - detective show on NBC during 1932 and part of 1933. When Ralston saw how the trend was going, they dropped Hawkins, and grabbed off Tom Mix, straight-shootin' cowboy star. Other sponsors from the milk drink, candy, and food fields fol- lowed the cereal companies into advertis- ing's newest green pasture. The bark of six-shooters and the roar of disintegrator rays drowned out all but the loudest of parent's outcries against the "menace" to their kiddies' peace of mind. The kiddies, whose appetite for both the air adventure strip and the various forms of hot and cold cereal sold to them seemed limitless, literally ate it up. •f Hi 1 The supplying of frozen poultry to hungr) metro- politan markets is Hid BI SINESS anion!.' WIBW listeners. We're railing this to your attention because it's just one of the many new and diversified sources of revenue that add a hiji PLl S to the spendable in- come of our farm and Bmall town radio audience . . . your guarantee of year-round buying power. Remember this picture the next time you're carv- ing a chicken or turkey. I. el it remind you that the greatest personalized sell- ing force in Kansas and ad joining states is . . . WIBW. ; "W w (r \ SERVING AND SELLING "THE MAGIC CIRCLE" WIBW • TOPEKA, KANSAS • WIBW-FM v , \ X ', \ kans. ; mo. ;% i . " "• - Ah c 1 OKLA. 'ARK. J B S S\ z& Rep: CAPPER PUBLICATIONS, Inc. • BEN LUDY, Gen. Mgr. • WIBW • KCKN • KCKN-FM During the yeats 1932-1935, when the juvenile cycle hit the all-time peak of 52 commercial and sustaining shows on all the networks, there were a few (very few) hold-outs among the cereal manufac- turers. Cream of Wheat ran Angelo Patri and Alexander Woollcott for a few years (1931-1936) in addition to Jolly Bill and Jane, which left the air in 1933. It gave up in disgust in 1935, and grabbed up Buck Rogers for a six months run. Post also sponsored a nighttime comedy strip, Tony & Gus, for a short run in 1935 on NBC. General Mills had Betty and Bob on from 1932 to 1938. Quaker started three adult-appeal shows in 1930, Phil Cook, Gene & Glenn, and Ear/y Birds, but threw in the towel after a couple of years and bought Dick Daring and Babe Ruth for short runs in 1933 and 1934. The modest Mid-West milling firm of Little Crow Milling Co. (Coco-Wheats) bought the Jolly Joe program in 1935, and quickly established distribution in 60 days of broadcasting on WLS, Chicago. It was premium advertising that put the brakes on a booming juvenile cycle. The cereal advertisers discovered that in order to stay a jump ahead of their com- petition, and to keep the enthusiastic but fickle audience of moppets continuously urging their parents to buy, there had to be premiums. Lots of premiums. And contests. Lots of contests. And secret clubs. Lots of clubs. And offers. Lots of offers. And more premiums, pre- miums, premiums, premiums, and pre- miums. Cream of Wheat gave away cowboy and Indian pictures and ran contests offering cars, bicycles, sporting goods, etc. Gen- eral Foods' Post Division gave away maps, beetleware spoons, cutouts, rings, memberships in "Inspector Post's Junior Detective Club," etc. General Mills, who thrives on razzle-dazzle promotions, led the field with model planes, Jack Demp- sey autographed jigsaw puzzles, dishes, rings, games, and books for varying amounts of boxtops. Hecker-H-0 piled up carloads of boxtops in exchange for cowboy suits, tie clasps, bracelets and so forth. Kellogg offered a U7iee/ oj Knowl- edge, storybooks, moving picture toys, and other premiums. Quaker had its Babe Ruth Club memberships, books, gliders, sports gear, and a long string of contests. Ralston offered Tom Mix photos, lucky rings, and other frontier gear for the tops of Ralston boxes. There were many others. A factor that many cereal firms had overlooked came to light during the Batik of the Boxtops. Premiums worked fine, and juvenile radio sold well . . . until 68 K SPONSOR some competing firm came along with a bigger and "better" premium. Then, the sales, which had shot ahead during the big push of the promotion, would drift back again as the juvenile audience, with a youthful disregard for the harassed ad- vertising managers of the cereal firms, would gleefully urge their equally harassed parents to change cereal brands again. Something had to give. Many firms in the late 1930's began to switch from the merry-go-round of bloodcurdlers and into nighttime programing. Cream of Wheat dropped radio altogether, and didn't pick it up again until they started with Break' Jast Club at the end of 194 1 . Post Cereals dropped most of their kid shows, and went over to nighttime programing with shows like We, The People; Believe It Or Not; and Burns and Allen in 1937, and Joe E. Brown, Joe Penner, Al Pearce and Boake Carter in 1938. General Mills stuck (and has ever since) with Jack Arm- strong but added daytime radio like Arnold Grimm's Daughter in 1937 and later nighttime comedy and selective sportscasts. Kellogg had short runs on NBC in 1935-1936 with Kellogg College Prom and Girl Alone, and kept the Singing Lady on the air until 1938. Quaker took a fling on NBC with Kaltenmeyer's Kindergarten and Mar go oj Castelewood (a daytime strip) and added a toned-down version of Dick Tracy. The coming of the war in 1941 brought another cycle to breakfast food advertis- ing. With the government urging war workers to eat big, healthy breakfasts of unrationed breakfast food, and the metal- and-paper shortage ringing down the cur- tain on kid's premiums, the makers of breakfast food hopped on the nutrition bandwagon. More and more cereal ad- vertisers began to sell to the housewife, and to the family. Juvenile programs dwindled down to a fraction of what they had been. A few were picked up for cereal sponsorship. General Mills bought the semi-adult Lone Ranger in 1941, and has been selling Cheerios with it since, primarily to a nighttime audience. Post Cereals had a 13-week run with Don Winslow in 1942-43. Kellogg bought Superman (newest of the moppet's air heroes) in 1943 and ran it until 1946. Wartime radio for the breakfast food advertisers ranged mostly from night- time comedy and music shows, to news- casts and daytime radio. The majority of it was at night, aimed at the adult listener. General Foods was one of the earliest to use a thoroughly constructive children's program, the superstition- busting House oj Mystery on MBS, which it acquired for Sunday afternoon sponsor- 3 JANUARY 1949 Cbi Open £ette% Brought to you by WCSC from JOHN M. RIVERS JL O those who ask us to accept per inquiry deals, our answer is NO. J. O those who want a free ride by giving away merchandise and getting publicity on time paid for by other advertisers, our answer is NO. JL O those who try to tempt us to double- spot by offering contracts for time signal announcements at a low rate, our answer is NO. iVND our answer is NO to all other bad practices which put the radio industry and ourselves in jeopardy. -DUT to our many good friends and customers who have used good prac- tices, we extend our Thanks. WCSC CHARLESTON "The CBS Slation for (he Coastal Carolinas" Represented Nationally by FREE & PETERS, INC. 69 -d ship in the latter pait of the 1940's. In the remaining few years that led to the present day situations in breakfast food advertising, there have been few basic changes in programing. The juvenile show, once the war was over, returned to newer and bigger premiums, this time with an atomic twist wherever possible. But although their number is increasing slowly, in proportion to the amount of breakfast food advertising directed at older groups, there is little likelihood that there will be a return in radio to the overpowering blood-and- thunder cycle of the early 1930's. Radio selling today is balanced between selling the homemaker and her family, as well as hei children. Television, which has witnessed the re-emergence of the juvenile program as a selling factor (a future sponsor program study), for ex- ample the swift rise to fame of NBC's Howdy Doody, may bring another story. Whether breakfast food advertising in TV will repeat the same mistakes as it made in radio is, at the moment, any- body's guess. Broadcasting despite trial and error advertising on the air has proved that it sells . . . breakfast food. * * * SOUTHWEST VIRGINIA'S I'lOStee/l RADIO STATION For over 24 years, WDBJ has maintained FIRST place in PRESTIGE, COVERAGE, SERVICE and LISTENERSHIP in Roanoke and most of Southwest Virginia. Here's an old timer with young ideas! One good example is an efficient promotion department set up lo increase listener and dealer acceptance for your show and your product. \sL Free «K Peters ! CBS • 5000 WATTS • 960 KC Owned and Operated by the TIMES-WORLD CORPORATION ROANOKE, VA. FREE & PETERS. INC., National Representatives RADOX (Continued from page 33) will be manual and three sets of figures will be regularly released for listening in Philadelphia based upon these homes. These will be program ratings, length of time the average listener is tuned to each piogram, and the number of families listening to each program. It is planned that this information will be teletyped to subscribers within 15 minutes after their programs are off the air. It will thus be possible, if desired, to hold a post- mortem in the broadcast studio directly after an airing. However, Al Sindlinger stresses at all times that quantitative figures have their limitations. A high rating for a program does not give the sponsor, and or the pro- ducer information of what kept the audi- ence listening. The Radox figure on the holding power of the program (the aver- age length of time listeners stay with the show) gives a more conclusive picture of the appeal of a specific broadcast but it still is only the beginning of what an ad- vertiser should know about his program. The next step, says Sindlinger is Teldox, which electronically reports on what panels of listeners feel about programs. Each member of the panel has a dial in his or her hand which permits the registra- tion of five variations of reaction to a show. By moving a pointer, each person registering his reaction can indicate that he thinks the program is: "superior," "good," "neutral," "inferior," or "bad." The Teldox program analyzer panel is composed of a maximum of 40 persons and is frequently much lower. A Teldox report gives not only the average reaction to the program but the panel reaction on all five levels: "superior," "good," "neu- tral," "inferior" and "bad." It is thus possible for a sponsor to avoid kidding himself, which sometimes happens when the "superior" cancels out the "bad" and the report shows a fairly high reaction level. However, Sindlinger doesn't feel that even Teldox gives a true picture of the appeal of a program. He feels that it's essential that the sponsor know why each panel listener reacts the way he does. To obtain this information, Sindlinger puts his third form of research (Recordox) to work. This is a variation of the depth interview form of research during which the respondent is asked questions aimed at uncovering the reasons-why he liked or disliked portions of a program. With- out realizing it, the interviewee is actually psy< In (analyzed and is led mentally by the hand until the true reason for his re- actions are obtained. Normal depth 70 SPONSOR w,th 5000 WATTS WGH Blankets Virginia's Largest Market NORFOLK- PORTSMOUTH- NEWPORT NEWS On the air with 5000 watts, WGH — a pioneer voice of over 20 years — reaches out to further service for the 200,000 plus radio families in this vital and growing market. Here are population increases trebling 1940 census figures — effective family buying income many hundreds of dollars above the national average — and now a 20 times more powerful, low cost radio medium to deliver you the entire trade area. WGH ABC for Norfolk, Portsmouth, 1' FREE & PETERS. IlNT.EvrW, Natwnal Representatives Ne*P0rt NeWS AFFILIATED WITH THE DAILY PRESS— TIMES HERALD interviews are aimed at obtaining this information but Sindlinger goes further by recording the interviews. Since an in- flection of the voice can often mean almost as much as the actual words used by a respondent, the truth is arrived at much more accurately than by a steno- graphic report — or an interviewer's memory. Radox is quick. Teldox can be fairly rapid. Recordox, like all intensive quali- tative research, is the slowest of the three. It is also the most valuable in the long run. Although Radox has only been oper- ated via telephone line connections, it is claimed that the same monitoring can be accomplished via radio and by radar. Both of the latter monitoring methods are at present only in the laboratory. The fact that Radox is presently dependent upon telephone line connection from the home set to the central listening point does not mean that Radox is restricted to telephone homes. The full 300 Philadel- phia home sample will have the correct balance of telephone and non-telephone homes. It is also important to note that Sindlinger does not have to pay for direct lines from each home to the central eaves- dropping point. Telephone lines are run from the homes to switching points and a single line is run from the switching point to the monitoring control. Thus cost of lines is kept to a minimum. This is im- portant since the radio industry is fighting the steadily increased costs of research at present. If Radox were to be more costly than current rating services it could not hope for acceptance. It is not more ex- pensive and since it is a more immediate form of research and unquestionably more accurate, it may be the answer to the need for information on "how many" people aie listening. Teldox and Re- cordox may likewise be the answer to "why" they listen. The big problem for Sindlinger is to get them all operating regularly as quickly as possible . . . only by regular program by program, station by station reports, will the final answer to his research usefull- ness be reached. * * * DOWN TO EARTH (Continued from page 29) Stations carrying the ABC or MBS kid strips of course reach many farm children. These shows, however, vary in popularity not only between themselves, but from area to area, quite as much as do daytime o Fallen Arches Keystone (IOWA) Salesmen don't have to wear their arches to the nub in Keystone . . . WMT gets around for them. The town itself isn't much bigger than a statistic, but when added to the Big Rocks and Stone Cities and 1058 other towns and cities in WMTland, it becomes a part of one of the world's most prosperous markets. The way to build a triumphal arch of sales into this area is clear: use WMT, Eastern Iowa's only CBS outlet. Ask the Katz man for full details. i ,.v NkV?,*i. WMT CEDAR RAPIDS 5000 Watts 600 K.C. Day & Night BASIC COLUMBIA NETWORK serials for adults. Rural Radio Network airs programs for children in both the 5-10 year group and the older youngsters. At first RRN spotted the young juvenile programs Clumpy the Bear, Once Upon a Time, and dramatic presentations of adventure stories done live, straight reading of ad- venture classics, etc., at 4:45 p.m. on the theory they'd have time after arriving home from school to listen while having milk and cake before chore time. The youngsters themselves protested the time. That, said RRN, shows how wrong you can be by guessing the apparently obvi- ous. Research set the right time as 5~ 5 :30 for the moppets, 6:45-7 for the older group. Youth shows are Youth RFD, thrice a week interviews and discussions (usually via tape recordings) on 4-H or FFA matters. For straight entertainment there's Burt & Stoney, a pair of Lum & Abnerish characters with a running story about farming. Reaching farm families at night is in many ways a much less complex program- ing problem than at any other time, despite the fact that less is actually known about rural nighttime listening than is known about daytime listening. The problem is first limited by the farm family's going to bed early. By 10 o'clock some 70% of their radios are off. Regional differences affect this average figure con- siderably. The second simplifying element is the fact that farm families, generally speak- ing, like the same kinds of entertainment programs as city dwellers. From this point, however, the advertiser who is interested in the most effective appeal to farm audiences will find questions multi- plying. One reason is that both quanti- tative (how many) and qualitative (why) research on farm audiences is extremely meager. (Farm audience research is the subject of a forthcoming sponsor report.) In this near-vacuum, however, limited research studies plus the experience of station people have turned on some light. The same general pattern of rural re- sponse to music programs during the day seems to hold good at night. W;th excep- tion of religious music, which is more popular with women, "oldtime" music is about equally popular with men and women. Despite exceptions that can be dis- covered in certain areas where important numbers of listeners don't fit the pattern, the great majority of farm audiences like less sophisticated, "cornier" plays than their urban counterparts. 72 SPONSOR The U. S. Hooperatings indicate this tendency, and numerous more limited surveys agree strikingly with it. The following comparisons are illustrative: Blondie ■Grand Ole Opry (Camel Cigarette segment) Dr. I. 0. City Rural 50,000 & over Under 2.500 15.11 17.28 11.83 16.43 9.70 11.11 But city ratings are significantly higher for the following shows: City Rural 50,000 .v over I n.lcr 2,500 Walter \\ inchell 20.80 9.89 Inner Sam turn 17 04 11,32 FBI in Peace and War 15.30 9.92 Mr. District Attorney !0 J6 16.29 There are, of course, other elements contributing to the bias; but the element of sophistication (which is closely involved with individual experience) is a major one and can be clearly discerned in the ex- amples chosen above. An approach to farm audiences, that has been employed infrequently but which is of great significance to advertisers inter- ested in reaching large rural audiences along with urban dialers, was used last January by producer Sherman Dryer on the American Broadcasting Company series Exploring the Unknown* (Sunday, 7:30-8 p.m., sustaining) in a drama called Ghost River. The drama illustrates the technique of using tested entertainment forms like comedy, dramatic, or mystery sketches and their combinations to appeal to rural ears by using agricultural subject matter. Ghost River was the story of a young Veteran farmer and his wife who were threatened with loss of their crops and of their newly purchased farm because of choking weeds (the ghost river) they couldn't control. The crops were saved through the use of of a new chemical discovery (2, 4-D for short) so selective in its action that it killed the weeds without harming the corn. While listening to the human story of the young couple's struggle to save their farm, you learn about the new wonder chemical and when and how to use it. Nearly 15,000 farmers, gardeners, and just plain curious listeners wrote for the free booklet describing 2, 4-D. Ob- viously programs using such universal appeals, while still utilizing agricultural subject-matter, have an attraction to both urban and rural audiences. No less important than reaching the Now off the air desired farm audience is the manner in which the advertiser's selling message is presented to them. Network originations pose a special problem. But, let's look at what farm broad- casters with selling records have learned about reaching farmers. Their distilled experiences reveal principles that are a guide to better results. Intelligent appli- cation of their methods often can mean the difference between high and low cost selling. The sponsor's message must be related to the program (whether it's service or strictly entertainment). The commercial is related to the program — to the maxi- mum extent practicable — in the following three ways: 1 . The Style, or Manner oj Presentation. Experience has taught the successful farm program announcer that a selling message delivered in the same general manner as that of the program content has a low psychological hazard to overcome. If talk precedes the sponsor's message, the listener is already conditioned to keep listening. A different style of presenting the commercial merely asks the listener to step out of his mental groove. It's for this reason that most farm pro- grams discourage transcribed announce- ments. WIBW (Topeka), one of the nation's premier farm stations, won't allow an e.t. announcement on the air until eight o'clock at night. General man- ager Ben Ludy discovered that "foreign" voices, not in the mood of the program, irritate his listeners. One study revealed that listeners in a certain instance remembered nothing about the first or last commercial, but re- membered the middle one exceptionally well. Why? The program was a dialogue between the station farm director and the County Agricultural Agent. The middle com- mercial was done as a dialogue between the farm director and his announcer in the same tone as the previous discussion. 2. The Language of the Broadcast. Doing the commercial in the familiar terms the followers of a program are accustomed to hear from their farm counsellors and other friendly station voices seems ridiculously obvious. The same psychological factor works here as in the instance above — keeping listening easy by not changing signals on the listener. The audience doesn't always get this break (but the sponsor is the biggest loser). We'll come to the reasons shortly. ^0£7^£AM NEW ^tWcWCCk MARKU MTTIG DOMINATES THE PROSPEROUS SOUTH*** NEW tHCVtVUfe JMADhTCY MWMMmm %. wQkmm 1 Paul W. Morency, Vice-Pres — Gen. Mgr. • Waller Johnson, Asst. Gen. Mgr.— Sales Mgr. WTIC's 50,000 WATTS REPRESENTED NATIONALLY BY WEED & CO. 3 JANUARY 1949 73 "~~tfttwa/i WDSU W1j> WDSU broadcasis 5000 watt* ^^->' from the French Quarter to the Gulf and South Louisiana listeners. From daily association with time-honored Sew Orlcam itisliiulioui WDSU has developed a high quality of integrity. WDSU devotes program time regularly and exclusively to the St. Louis Cathedral. the International House, Moisant Inter- national Airport, Tulanc University, Union Station, the Municipal Auditorium, Symphonies and Operas, \\ I isl ■. dominate Hoop- crating proves that hon- oring local institutions creates high listener loyalty. NEW ORLEANS 1280 kc WDSU ABC Affiliate 5000 Wo 111 WTIC (Hartford, Conn.) Farmer's Digest, is a typical apostle of this philosophy of talking the farmer's language in voicing the commercial. At the recent Eastern States Exposition, hundreds of farmers and their wives came to the Clark Equip- ment Company's booth especially, they told attendants, "to see the machinery Frank Atwood talks about." Clark, as a result of a special survey of sales attributable to Farmer's Digest, credits the program primarily with in- creasing the dollar volume of their busi' ness on certain equipment 100% over the previous period when they were not using radio. 3. The Mood oj the Program. This is another follow-through on making it easy for prospects to maintain intensity of listening. If the commercial can't be logically linked with the dominant mood or tone of the program, it must contradict it as mildly as possible. A striking example of this idea in action is the w,i\ the institutional commercials for The San Diego Gas and Electric Com- pany are handled (SDG&E underwrites KSDJ's Home on the Ranch). The an- nouncer doing the commercials carries nver into his work the same quality of authority blended with friendly infor- mality and good will that characterizes the approach of Agricultural Director- Howard Kcddie, who does the program. Utilities, generally, don't have too good a name with farm people. To even appear to talk down or over their heads would be fatal to the desired public relations effect. SDG&E Advertising Manager Forrest Raymond explains that when they took the show in March of 1947 they were faced with the problem of not being able to supply electric service to the rural areas of San Diego as fast as the requests were coming in. There were, of course, legitimate reasons. Nevertheless, the company felt the serious need of a way to talk directly to rural people, and decided that by giving something • the program— they could ask for patience and under- standing for their own problems. The utility company now has the good will it sought, and continues to pay the bills for Home on the Ranch. Station farm editors frequently com- plain that commercial copy for farm pro- grams is too often written by someone who never wore a sweaty pair of overalls, or lubricated a pork production line. The sponsor or agency ma) and frequently does- insist their copy be read "as is." Nobody is quicker to detect a language that isn't his, than a farmer — and that's bad. For the sponsor, that is. Eighty per cent of the new wealth created each year in the United States- comes not from natural resources, not from industry, but from the products of Agriculture. Radio is a tremendous factor in all direct contacts with the people who create this wealth and are re- taining a sizeable share of it. A knowl- edge of what to look for in farm program- ing and how to make farm commercials do more work will give any farm sponsor an edge over rivals who fail to get the facts — and put them to work. * * * GLASS WAX {Continued from page 31) bine the full-page newspaper ads, the type that succeeded so well in Chicago, to open all markets. On a selective basis the> bought participations on programs with known selling records — on Arthur God- frey's early a.m. program in Washington and New York, on Lee Adams show in St. Louis, on Ruth Lyons program in Cin- cinnati, and on like women-appeal broadcasts in every market invaded. With this combination Glass Wax began to ride a tidal wave of success. Harold Schafer became, in the public eyer the modern Horatio Alger. Unlike many successful business men Schafer is ready, willing, and able to collect upon his phenomenal success. He knows how to handle himself at banquets and other types of public gatherings. When he isn't making public appearances, Ray Mithun of the agency is substituting for him, and Mithun is no slouch at turning the clever spoken phrase. Schafer looks the part of the Bismarck, North Dakota boy who made good. He's good copy and thousands of lines have been and are being written about his success. Only the Harris boys of Toni fame have competed with Schafer in the public rags- to-riches eye. Schafer is willing to admit that the dice have rolled well for him. He almost decided not to sell the product known today as Gold Seal Glass Wax. When L. R. Wallack, manager of special brands of the household division of the R. M. Hollingshead Corporation of Cam- den, New Jersey showed him the pink liquid, he said he wasn't interested in the product. He didn't think that a window cleaner offered a steady sales potential. He explains this b) sa) ing, "Out in North Dakota where I live, we don't have to clean windows very often." It w;'s onlv because Schafer couldn't sleep that night lie was at a local hotel), th.it he didn't miss placing his first order for the pink liquid that became Glass Wax. He has a tiemendous amount of energj , When he was still awake at 74 SPONSOR 1 a.m. he decided to get up and work him- self tired. He thought the mirrors in his hotel room required cleaning so he tried the pink liquid on them. Then he de- cided to clean the windows, ash trays, floor lamps, bath tub, and the bedroom furniture. He became, to quote his own words, "deeply impressed." Since he was in the wax business he was still worried about taking on a non-wax product. He doodled on a sheet of paper. The product left a wax-like film that protected the sur- face. Naturally he wanted to justify handling the product so the name Glass Wax came to him. He even designed the ■can (pink the same color as the product) and everything that very night and by four a.m. he was knocking on the door of Mr. Wallack's room and ordering two carloads. That's how the name Class Wax was born. The product first came on the market in the seven states where Gold Seal was building a wax business. The product is still manufactured by R. M. Hollingshead Corporation. However, whereas it was shipped to Bismarck orig- ina'Iy and orders filled out of that town, today it is warehoused throughout the U. S. and orders are filled from these bonded warehouse stocks. If Harold Schafer had been able to sleep that night he wouldn't be head of a multi million dollar operation today. There are other Glass Waxes on the market, despite the fact that it was a name that Schafer doodled. That's be- cause a Washington attorney decided to first register Gold Seal as trade mark rather than Gold Seal Glass Wax. Today the name is the subject of open hearings before the trade-mark commissioner in Washington. Among the firms fighting Gold Seal's application is not only the paint firm for whom he used to work in Bismarck, but the Johnson Wax firm in Racine. The latter hasn't a Glass Wax product in its line, but objects to the registration of any name which includes "wax" a6 part of its title. Another of the "objectors" to the Glass Wax registration is the firm that mer- chandises Waldorf Glass Wax. This is one of the enterprises of the fabulous Jacobs family who are said also to control B. B. Pen (ball point) company and many other big money-making corporations. Schafer doesn't feel that the other firms using the name Glass Wax hurt him too much. He gags when he sees the names of Sparkle Plenty Glass Wax, Flash Glass Wax or any of the other window waxes but there's nothing he can do about it until the final decision on the trade name is handed down. He also doesn't like to see the editorial advertising formula copied but there are almost as many firms copy- ing tlu- Glass Wax full-page newspaper ads as are copying the Glass Wax name. Schafer claims that he does just as well with Gold Seal Glass Wax in a market where one of the other Glass Waxes has preceded him. He just uses his legulai full-page newspaper formula and goes to work. However, selective radio has been replaced with Arthur Godfrey's daytime coast-to-coast program. Godfrey had done a top-flight job selling on a local basis so that when his daytime program, this past fall, was expanded to an hour, Gold Seal bought a 1 5-minute slice of it for Glass Wax and Godfrey's "wipe-it-on and wipe-it-off" chant has almost become a secondary trademark for the product. Gold Seal, late in invading the West Coast, doesn't depend upon Godfrey alone out there. They have the Saturday broadcast of Meet the Missus also selling Glass Wax. Schafer is a realist. Even if he thinks Godfrey is slightly terrific, when sales re- quire an extra push he doesn't hesitate to okay a second regional network program. "Baa, baa., black sheep, I law you any lunol? Yes sir, yes sir, three bags full One for my master, one for my dame. And one for the little boy that lives in the lane " And a "Bagful" for You, Mr. Advertiser! These days in Texas, the wool crop is measured by the carload, instead of bagfuls. Texas is first among the states in sheep raising and wool production. And most of the annual yield is produced in the WOAI Daytime Primary Area*. Add the cash return** from cattle, cotton, spinach a few more in which Texas is first — and you have bulging pocketbooks ready and waiting for WOAI -advertised products. In this prosperous territory, WOAI is the only single medium affording complete coverage. Think what that means in high homes per dollar low cost per sale and see your Petry man about availabilities, now. 'BMB 50' ^ ■ 100% Counties 'Nrt Farm Income S25S.821.000 -\l 1'MK Surve) ..I Buyirfc Power WOAI 'a*e NBO 50, OOO W.CLEAR CHANNEL -TON Represented by EDWARD PETRY i CO.. INC. - - New York. Chicago. Los Anjeles. Detroit. St Louis. Sin Francisco, Atlanta. Boston 3 JANUARY 1949 75 KMLB KEY TO RICH NORTHEASTERN LOUISIANA MARKET • MONROE LOUISIANA FACTS- *KMLB serves a 223 million dollar market encompassing 97,410 radio homes — all with- in KMLB's one milevolt con- tour. In area this includes 17 parishes in northeastern Louisiana and 3 counties in Arkansas. *BMB report. 5,000 WATTS DAY 1,000 WATTS NIGHT AFFILIATED WITH American Broadcasting Company Represented by Taylor-Borroff & Company, Inc. Schafer also insists that one of the reasons win national advertising, printed as well as broadcast, is not as effective as most local advertising is that local advertising always plays up the price of the product and a definitive price is seldom part of national copy. Godfrey isn't shy in mentioning the 59c pint and the 98c quart price on every broadcast. The price is an important in- gredient in every black and white ad also. Godfrey is Schafer's kind of a salesman. He has made it very clear time and time again that he doesn't like to weasel word advertising copy. Only a short time ago, during a broadcast, Godfrey noticed that the tuba of a musician on the show didn't shine as he felt it should. So right during the program he insisted on polishing the tuba — with Glass Wax and telling the listening audience what he was doing. When you've something to sell — sell it — don't play around with fancy words is both Schafer's and Godfrey's advertising credo. Like most miracles, Glass Wax didn't just happen. It happened because the magician never dropped his wand when he landed on his face. Just because broadcasting didn't convince the big-city slickers (wholesalers) didn't mean that Schafer dropped it. He knew it sold the consumer. When he discovered that he needed newspapers to sell the middleman, he used newspapers. Business miracles are still compounded of part luck, part sweat, and part a will- ingness to accept the facts of advertising life. Gold Seal remains a Bismarck, North Dakota business. Its total employees number slightly less than 100. The rest of its sales ambassadors are tiny radio waves and little words printed on pulp and slick paper. And of course there's always Harold Schafer. * * * LAMENT (Continued from page 27) ing, but "we'd like a little class with our direct selling," is the wa\ one jobber puts his reaction. Wholesalers like dealer-cooperative advertising (where manufacturer and re- tailer share costs) just as long as the burden of selling the co-op deal doesn't fall upon them. Few- of them are willing to even check the broadcasts in ordei to okay the bills for the manufacturer. They feel th.it the burden oi selling ol anj co-op plan should be shouldered by the manu- facturer's detail men, the station sales staffs, or b\ the trans, ription and network WKNB Your Hartford ( ounty Station ^—f-it noum c * tllC .//>/V< II I lit ill I sj- FORJOE & CO., Inc. ., Motional 0 w MODERN HOME PHYSICIAN publisher* bought WDNC, the 3000 watts— 620 kc CBS station In Durham, N. C. Results? 1000 books sold per month! Whaf do you want to sell more of at lower cost? ^■■MH^B Bki DURHAM, NORTH CAROLINA The Herald-Sun Station COLUMBIA BROADCASTING SYSTEM Rep. Paul H. Raymer *E.rcepl NBC 3 JANUARY 1949 Yes KFYR 550 KC 5000 WATTS NBC AFFILIATE BISMARCK, NO. DAKOTA comes in loud and clear in a larger area than any other station in the U. S. A. •ASK ANY JOHN BIAIR MAN TO PROVE IT 77 SPONSOR SPEAKS Bi-Weekly Sponsor With this issue sponsor becomes a biweekly (appearing every other Mon- day). But readers will note little differ- ence between this and previous issues of the one and only magazine published for buyers of broadcast advertising. That's not inertia. The industry in voting for the accelerated frequency of this publica- tion did so almost universally with one proviso — "but only if there is no change in format or objectives." That doesn't mean that sponsor will stand still. SPONSOR Reports is expand- ed. Selective Trends will alternate with TV Trends. TV Results is scheduled for every other issue. So is Contests and Offers. On the Hill will alternate with Outlook, a new analytical feature, report- Applause Department Stores It is several years after the National Association of Broadcasters decided to prove that radio could sell for department stores. It is however only in a few cases that the "Joske Plan," named after the department store in Texas which cooper- ated with the plan, has been put to use by broadcasters. Lee Hart of the NAB has made numerous appearances before retail groups but there's been very, very little action on the part of department stores. One transcription organization, in order to sell programs, to department stores, has virtually to insult the ad-managers and frequently does insult them to their faces. They're, by and large, black-and- white advertising men and have to be prodded hard to "take a chance" with a medium about which they know little. One factor that is ignored by depart- ing on things to come. The objective. the intensity of research, the what-makes- radio-tick formula, the news behind the news, the consistent debunking of puffery and sham attending many reports of ad- vertising's successes and failures, remain unchanged. The highly-pictorial, easy-to- read format continues. With each successive issue we expect to give added substance to sponsor's creed, published in its first issue: 'STONSOR is the trade magazine for the man who foots the broadcasting advertising hill. As such, its objective is to do a job for the sponsor. That job as we see it boils down to this: to give the sponsor what he needs to under' stand and effectively use broadcasx advertis- ing in all hs forms — to sort out the four broadcast advertising mediums — AM, FM, TV, FAX — in their present'day perspective — to make every line of editorial content vital and vivid to the sponsor — to look at broadcasting advertising issues fairly, firmly, and constructively — to promote good broadcast advertising — advertising that is good for the sponsor and good for the listener. The "Canadian Broadcaster" Speaks "The campaign to remove the word 'spot broadcast' from radio's vernacular and to supplant it with 'Selective Broad- casting,' which was sparked in Canada by three All-Canada men, Guy Herbert, John Tregale and Spence Caldwell, and merit store advertising men is that gener- ally speaking broadcast advertising has to be created by them that will in turn create, on the part of their customers, a listening habit. Once housewives realize that they can hear department store advertising news on a certain station at a certain hour, they listen, shop, and buy. The latest example of this is the habit developed by Ouellette's of Portsmouth, New Hampshire over stations WHEB- WFMI. The store had been using one daily ten-minute program at 10 a.m. and was about to cancel it and spend the money in black and white with all the rest of its budget. At this point the sta- tion executives were called in, remem- bered the "Joske Plan" and developed a "Junior Joske Plan" for the store. The store management liked the idea but warned the station that if it didn't produce, it meant zero business after a 1 3 week test. The station went to work in the United States by Paul Raymer, started an industry-wide and inter- national debate which seems to be bearing fruit. "Sponsor, an American Broadcasting magazine, announced a contest in its August issue, in an attempt to supplant the offending' 'spot' with 'a better word The entries rolled in, including such brain-waves as 'Bucksot Radio,' 'Air- blurb,' 'Pinhead Programming' and 'Tellvertisement.' There were 1931 suggestions in all, and the judges brought it right back to where Messrs. Herbert, Tregale, Caldwell and Raymer had started, when they announced the winner —'National Selective,' with six runners- up suggesting 'Selective.' "There has been some passive resist- ance and not a little nonchalance, but all in all the industry seems to go along with the idea that "spot broadcast" and "spot announcement," with entirely dif- ferent meanings, cannot fail to confuse laymen, and still worse, time buyers, besides displaying a vocabularic defi- ciency which seems out of place in radio. "This paper, though lacking the courage of its contemporary, sponsor, in sum- marily rewriting the dictionary to suit the convenience of its advertisers, bows to popular demand, and, henceforth will discard the misleading "spot," in favor of the slightly more cumbersome but nevertheless more explicit — Selective Broadcasting." — Canadian Broadcaster. and promoted the plan which involved different programs at different times of the day to reach different segments of the store's customers. The plan has been re- newed and the store has reversed a down- ward sales curve through radio. The sta- tion had to work to develop the listening habit. It didn't just happen. Broadcast advertising can and does produce sales for department stores or any form of retail or manufacturing activity. It seldom produces unless it's promoted. Despite the thousands of advertisers using broadcasting it continues to be amazing that so few have learned that it has to be fed promotion- that the con- sumer has to be given something to make her develop the listening habit. Wilfred Phaneuf and Frank Welch, owners of Ouellette's, together with WHEB-WFMI are jointly finding out how well the magic of the airlanes works— when it's worked with. 78 SPONSOR easy for a radio station to say, "Advertising will solve your problems. Just buy some time on the air." It's easy to say, but it isn't always true. For advertising can be really effective only when product and package are right— distribution healthy— selling appeal sound. This fact is acknowledged at WLW, and service is geared to meet the issue squarely. There are facilities— not found at any other radio sta- tion—to aid a manufacturer all along the line. There is a "know how" peculiar to the area, and man power adequate to help you reach a position where advertising can really do a solid job. HERE'S AN EXAMPLE:* In 1943, the manufacturer of a proprietary doing only a negligible business in the WLW area, approached the station in regard to a radio cam- paign. Upon our advice, he first signed with WLW's Specialty Sales division to obtain distri- bution. He then began his WLW campaign, sponsoring three early-morning quarter-hours per week, using WLW's staff rural entertainers. During the last five years, this advertiser has been a steady, year-around advertiser on WLW's early-morning schedule— is now sponsoring seven quarter-hours per week— and has engaged the services of Specialty Sales eight different times. WLW's Drug Merchandising Department has also given full support to this client, in the matter of checks upon distribution and competi- tive position, dealer and consumer attitudes, the design and distribution of display material, etc. The result? Sales have increased steadily in the WLW 4-State area — have now reached a total more than thirty times greater than when the advertiser began his WLW campaign in 1943. And he has used no other media in this area. Yes, The Nation's Station can help you solve your selling problem in many, many ways. And when you have solved it for WLW-land, you pretty well know the answers for the nation. For WLW's Merchandise-Able Area is a true cross section of America. A vast territory where almost fourteen million people live— an area which is covered by one station as a network covers the nation. An ideal proving ground for products and ideas. A proving ground for success. '■'Same on reqitt si THE NATIONS MOST MERCHANDISE-ABLE STATION BASIC ABC Network CLEVELAND 850 KC 5000 Watts REPRESENTED NATIONALLY BY HEADLEY-REEO COMPANY 17 JANUARY 1949 • $8.00 a Year RFPE1VED How a transcription is made— p. 27 JAN 18 1949 Radio directors' lament— p. 37 iBCGENERAi%l^twork Pr°Sram Comparagraph-p. 47 Who uses radio locally?— P. 32 Barney: suit and cloaker ace of the radio saturation technique — p. 19 First it was... WABD NEW YORK'S WINDOW ON THE WORLD NEXT if was... WTTG WASHINGTON'S WINDOW ON THE WORLD AND NOW its • • • WDTV PITTSBURGH S WINDOW ON THE WORLD Pioneer station linking the East Coast and Mid-West networks! All Owned and Operated by TELEVISION NETWORK DU MONT TELEVISION NETWORK, 515 MADISON AVENUE, NEW YORK CITY TS.. .SPONSOR REPORTS. . NETWORK TV- UNION PEACE TO BE SHATTERED INCREASED BIZ, LOWERED PROFITS FOR ALL FOUR NETWORKS "SLANTED" BLAMED ON SPONSORS NEWS ..SPONSOR REPORT PUBLIC AND MILTON DIAMOND BROUGHT AFM- RADIO PEACE TV SPONSOR LIST PASSES 2,000 MARK HEIDT'S FIRST RATING BETTER THAN EXPECTED HIT TUNES CONTINUE AVAIL- ABLE FOR DECADE PERSONALITY MORE IMPORTANT THAN PRODUCTION :IN TV 17 January 1949 Quiet union situation in television will be shattered by strike at major network within next few months. Efforts are being made to avoid strike spreading to entire TV broadcast industry but no one is certain conflagration can be contained at one web. -SR- All four networks report increased business for 1948 and all four chains will also report lower net earnings for period. While webs will plow millions into TV in 1949, losses from visual medium will not be as great as they were in 1948. -SR- Whereas only 7% of newspaper readers, who claim newspapers are "un- fair" in reporting news, attribute "unfairness" to advertisers, 32% of those who question radio's "fairness" blame advertisers. Listen- ers need education on broadcast news accuracy and "fairness." This is part of conclusions of latest National Opinion Research study. -SR- While practically everyone has claimed credit for the Petrillo music peace in radio and TV, and AFM attorney Milton Diamond is really de- serving of most applause, it was really public's lack of interest in live music sans disks that brought about resumption of recording. -SR- Over 2,000 advertisers are currently using TV to sell wares. They range from 20-second announcement sponsors to full-hour play under- writers and presenters of full evenings of sport. Results continue to pile in (see "TV Results" in alternate issues of SPONSOR). -SR- Horace Heidt's initial rating on NBC of 11.7 against Jack Benny on CBS of 27.8 was several points higher than anticipated, considering tremendous Benny "breaks" that appeared in newspapers week before first program. Most critics feel that Benny will have to present better programs to keep 27.8 standing. -SR- ASCAP music (and this still includes the majority of hit tunes) will continue available to sponsors at no increase in royalty rates over past seven years. Extension of contract between licensing group and broadcast industry is for another decade. -SR- Arthur Godfrey is proof that personality continues more important than any entertainment formula or technique. Godfrey, without the slightest semblance of TV production, is number two Hooper- and Pulse-rated program on visual air. Just telecasting Godfrey's "Talent Scouts" program is enough to make viewers look in. SPO \SOH. iat iOR, Vol. J, iVo. i, I / January (949. Published biweekly by Sponsor Publications Inc. Publication offices: 5800 V. \iarvine St., Philadelphia it. Pa. Advertising, Editor , and Circulation offices. W W. 5'1 St.. \'ew York 19. V. Y. Xccptance under the act if June 5. I93'i at Phualelphia. Pennsylvania, authorized December 2. 19'i7 17 JANUARY 1949 REPORTS.. .SPONSOR RE PORTS. .. SPONSOR RE STATIONS ON WAR PATH ON BMB COVERAGE REPORTS RANGE OF COST- PER-LISTENER REPORTED NO GIVE-AWAY PROGRAM IN PULSE TOP TEN Pressure currently being put on Broadcast Measurement Bureau (BMB) is terrific. Stations resent salaries being paid top management of industry research organization and plans for more definite figures which are in BMB works. As long as figures don't point finger too closely, station managements don't object to paying for research in- formation that often doesn't help them. When formula is developed that actually may take business away from them, the yell is loud and furious. BMB President Feltis is having tougher fight on his hands than he had when he first sold industry on organization. Sponsors and agencies are generally pro-BMB. They don't have to pay for it. -SR- Art Nielsen reported to Radio Writers Guild in Chicago, range of cost-per-listener being paid by sponsors. Highest cost was 1J^ cents per listener and lowest l/34th of a cent. -SR- Give-away programs disappeared from network programs November- December rated among "top ten" by Pulse in five cities in which Pulse is currently reporting program listening (Boston, Chicago, Cincinnati, New York and Philadelphia). Pulse's "top ten" starts with Lux Theatre and concludes with "Inner Sanctum." COLGATE LEADS TOOTHPASTE U.'S. SALES TRANSITRADIO AND STORECASTING ATTACKED wpix eased out of tv web operation" -SR- Colgate Toothpaste is number one tooth scrubber in U. S. It's only Colgate-Palmolive-Peet product that leads its field. Stepped-up campaigns by contenders for number-one slot are planned for 1949. -SR- Attacks on transitradio and storecasting, two important parts of future FM station operation, are appearing or are scheduled to ap- pear in newspapers and some trade journals. Tenor of negative re- ports is that transit riders and store shoppers don't listen. This has been researched as being untrue. -SR- Pressure persuaded station WPIX to wait until AT&T had more than one coaxial cable available before starting a network operation. Shar- ing one cable between five originating stations was more than four regular TV networks could take. Station will be in there battling, come April. -SR- WINDY CITY TV EXECUTIVES FEEL IGNORED Chicago TV executives are furious at way they are being ignored by agencies and their own network officials in New York. Hope that Windy City would regain some of program origination power it held years ago seems faint now, but Chicago pioneer TV station and pro- gram men feel that quality of picture will be better, etc., when fed out of Midwest. SPONSOR INTERMOUNTAIN NETWORK OFFERS EVEN MORE FOR '49 All within the past year, the Intermountain Network has added 4 new stations and further improved the facilities of 7 more stations. And there has been no increase in rate. So, for '49, you can buy 20 stations for intensive coverage of the intermountain west. Or, if you prefer, you can buy single groups exactly as you wish. 20 HOME TOWN MARKETS COMPRISE THE INTERMOUNTAIN NETWORK UTAH KAIL, Salt Lake City KLO, Ogden KOVO, Provo KOAL, Price KVNU, Logan KSVC. Richfield IDAHO KFXD, Boise-Nampa KFXD-FM, Boise-Nampa KVMV, Twin Falls KEYY, Pocatello KID. Idaho Falls WYOMING KVRS, Rock Springs KOWB, Laramie KDFN, Casper KWYO, Sheridan KPOW, Powell MONTANA KBMY, Billings KRJF, Miles City KMON, Great Falls KYES, Butte * NEVADA KRAM. Las Vegas KALL of Salt Lake City Key Station of the Intermountain Network and it* MBS Affiliates * Under Construction 17 JANUARY 1949 Note the changes during the past year: More Power, Better Frequencies Station KOVO KVNU KFXD KVRS KWYO KPOW KLO KMON KRAM KSVC KOWB City State Formerly NOW Provo, Utah 250 watts, 1240 KC 1000 watts, 960 KC Logan, Utah 250 watts, 1230 KC 1000 watts. 610 KC Nampa-Boiie, Idaho 250 watts, 1230 KC 1000 watts, 580 KC Rock Springs, Wyo. 250 watts, 1400 KC 1000 watts, 1360 KC Sheridan, Wyo. 250 watts, 1400 KC 1000 watts, 1410 KC Powell, Wyo. 250 watts, 1230 KC 1000 watts, 1260 KC Ogden, Utah— Now operating with 5000 watts, plus directionaliied power— a signal equivalent to 16,000 watts of power. New Additions Great Falls, Mont, las Vegas, Nevada Richfield, Utah Laramie, Wyo. 5000 watts 560 KC 1000 watts 920 KC 1000 watts 690 KC 250 watts 1340 KC THE INTERMOUNTAIN NETWORK Inc. V^fk — Chlcog* — o Inc. National Representatives Us Angeles — Son Frond see — ^o \\U \1 WfM \W SPONSOR REPORTS 40 WEST 52ND OUTLOOK MR. SPONSOR: WILLIAM HELBEIN NEW AND RENEW PS. SUIT AND CLOAKERS BOOSTING THE SPONSOR VIA TV FARM RESEARCH SELLING FURNITURE IN CANADA A TRANSCRIPTION IS MADE WHO USES RADIO LOCALLY? TV TRENDS RADIO DIRECTORS' LAMENT TV PROGRAM COMPARAGRAPH MR. SPONSOR ASKS SPONSOR SPEAKS APPLAUSE 1 4 6 8 13 15 19 22 24 26 27 32 34 36 47 52 62 62 Published evcr> other Mondaj bj SPONSOR PUBLICATIONS INC. i tonal, :• i j ■ I Advertising I >fl>" W W i 1 62 . I 300 N M nue. Telephone: Financial 1556. Publica- . irtfa Marvini Street, Philadelphia -11. Pa i mt. (I -I:,-, j- i ■ ar, I anada $^' Single 50c Printed in I fi A Copyright 1949 sponsor PUBLICATIONS INC. i mill Publisher: Norman H Glenn. 1 i nc * .nifxr Glenn I M Kw nlei ■ ink Bannister, Charles Sinclair, Jami I i.. .,. , \r> Director: Howard W \dverti U tcr J. Blumenthal. Advertising Dc- ■ M II. LcBlang; I nnJr.; I,. Vngi i Duncan A Scotl A- Co., 44* S, 11,11 Strci a i ., . Milk Bldg. Circulation Manager: Milton K COV1 R PI( 1 1 RJ ' Ban ting can build a men's clothing business. His - gcnd of advertising. 40 West 52nd AWARDS One of our clients lias asked us to secure for them certain information relative to annual awards that are awarded by differ- ent associations and publications. We would like to secure a list by name of the different awards that are made each year to radio stations, and for what these awards are given and what must be done to be eligible to qualify for these different awards. Sheldon A. Kaufman Director, Media & Research Allen & Reynolds, Omaha, Neb. ► SPONSOR'S May 1"»48 Issue with report on awards for broadcasting has heen sent Mr. Kaufman. AGENCY "CRYING RAGS" A letter in your December 1948 issue, written by Hal Davis, Publicity Diiector, Kenyon & Eckhardt, places all the crying rags in the agency comer. We take issue with Mr. Davis as KOTA, 5,000-watt CBS affiliate, Rapid City, South Dakota, does cooperate to its fullest extent in all promotion, both national and local, when merchandising material is on hand. Merchandising material, as far as we're concerned, includes 8 x 10 glossy photo- graphs, posters, recorded transcriptions, program data mailed to KOTA listeners, plus live spot announcements. A reorganization here in the Promotion and Merchandising Department assures any agency, broadcaster, or time buyer of continued and accurate information re- garding promotion of their program. Though the problem (?) is important it is certainly not a knotty problem. Jack B. Wettstein Director of Merchandising KOTA, KOTA-FM Rapid City, S. D. EXPLANATION? NAB's "Dealer Cooperative Radio Ad- vertising" booklet made no attempt to tell the complete story of dealer coopera- tive advertising. In the first place, this research was done earlier this year at a time when literally hundreds of new dealer-co-op plans were just beginning to come into being. In the second place, 1 don't believe there is any "actual count" of such arrangements since there must be hundreds of strictly local and regional (Please turn to page 9) Your Sales in Houston will Match this Index WHEN YOU USE N THE SOUTH'S FIRST MARKET All "vital statistics" show that Houston and its great Gulf Coast market are growing lustily. Department store sales are up 23'/ for the first 1 1 months — tops among Texas cities. Building per- mits for 1 1 months jumped from $65,080,064 in 1947 to $92,273,372 in 1948. Harris County population increased from 740,000 to 780,000. To sell Houston and the Gulf Coast, buy KPRC — FIRST IN EVERYTHING THAT COUNTS. *^ HOUSTON 950 KILOCYCLES • 5000 WATTS NBC and TON on the Gulf Coatt Jack Harris, Manager Nationally Represented by Edward Petry & Co. . LTHOL'GH we must a< listeners. 81% of the radio families in this California petroleum center are regular ABC tans. 1 |> and down the Coast. ABC reaches 95% of all radio families at the 50% BMB penetration level. It's your top combination of coverage, low cost, and high ratings. On the coast you cant get away from ABC FULL COVERAGE . . . ABC's improved facilities ha\ e boosted its coverage to 95.4% of ALL Pacific Coast radio families I representing 95% of coast retail sales) in coun- ties where BMB penetration is 50% or better. [IMPROVED FACILITIES... ABC, the Coast's Most Pow- erful Network, now delivers 227,750 watts of power- 5 1.250 more than the ne\t most powerful net work. This includes Koi h 50.000 waiters, twice ;i> main as an) other coast net work... a 31% increase in facilities during the past year. GREATER FLEXIBILITY... You can focus your sales impact better on ABC Pacific. Buy as few as 5 station-. or as many as 21— all strategically located. LOW ER COST. . . ABC brings yon all this at a cosl per thousand radio families as low as or lower than an) other Pacific Network. \o wonder we say— whether \ on re on a Coast network or intend to be. talk to AI!< THE TREND TO ABC... The Richfield Reporter, oldest newscast on the Pacific Coast, moves to ABC after 17 years on another network, and so does Greyhound's Sundav Coast show— after 13 \ear- on another network. ABC PACIFIC NETWORK \t« Yobm 30 It- k< i. II. i Plan • < I.. I. J 5700 -Dmon I TOO Stroll BIdg. ■ CHerr) 8321— Chicago: JO V « ... k. r Ur. l)Klai>nr<- 1900— I "s Ajxcfi.es: 6363 Sun«et Blvd. ■ III . I. on 2-31 H— Sa\ Khancisco: ISj M 17 JANUARY 1949 Outlook 10 Billion More Cigarettes to Burn in '49 Experts in the tobacco field foresee another 3% increase in sale of cigarettes for 1949. Figures just released for 1948 consumption indicate that it passed 380,000,000,000 cigar- ettes, an increase of 10,000,000,000 over 1947. Big radio advertisers shared the bulk of the smoking increase. Biggest brand increase was Camels, with sales upped 3,000,000,000. Leader is still Lucky Strike which added 2,000,000,000 to its cigarette sale to reach an all-time high of 107,000,000,000. Both Chesterfield and Philip Morris added 1,000,000,000 smokes to sales. Increased smoking among the older group and women is said will account for the expected 1949 new high. The cigarette business at the manufacturer's level is a $2,000,000,000 industry. Meager Movie Earnings Will Continue Reason for motion picture industry's great interest in TV can be traced to current earning picture of the screen business. Every big screen organization's net in 1948 was way under what it was in '47. The decrease ranges from around 10-14' , for 20th Century-Fox to 80 90r; for Columbia Pictures. Nets will continue down in 1949, although write-off of big picture costs may help the financial statements this year. Auto Dealers to Patronize Own Ad Agencies Control of automotive dealers' advertising allowances by the home offices of the automotive companies is causing consider- able unrest among dealers. More and more associations of dealers will break away from parent organization's adver- tising agency and start spending "their own money." Re- straint of trade action is contemplated by one local dealer group. Others are just talking tough. Action is being speeded by a number of agencies that would like some of the auto- motive coin at present controlled by a few big agencies Rising Operating Costs Hit Stations Despite TV's growing importance, several large radio stations throughout the U.S. will have to increase their rates. This will be balanced by a number of smaller stations cutting their rate schedules in order to increase billings. Increased cost of doing business will be the motivating reason in both moves. During 1948, broadcast station operating costs rose on an average of 10',, with some stations finding that they had jumped 40' ', . A few were able to hold the line but there will be little opportunity for them to do SO in 1949. "Room-size" TV Screens This Year i of television sits will go up during 1949. There will be low-price receivers but they'll be just that — TV sets that have been built to a price and which will be minus top voice and picture quality. TV receiver with "rcxim-size screens" will generally be priced at $500. Insurance Companies Copy Government Policy Plans Insurance lobby, it now appears, will be able to defeat Truman's compulsory health insurance this year. One result of H.S.T.'s campaign for governmental insurance will be the issuance of new policies by private companies. These will incorporate many of the suggested government policy's features. New policies will be air advertised widely when H.S.T.'s bill goes down to defeat. To avoid unfavorable public relations, no advertising will be done on the new form of private health insurance until after Congress has considered the health bill. "Preem" Kick-back for G.l.'s Disbursement of G.I. insurance premiums during the latter half of this year will reach nearly $3,000,000,000. This will materially retard the downward consumer-buying trend and help retail business which will be crying wolf by that time. Fruit Canners to Move Stocks by Selective Radio Canners and canned fruit distributors will turn to selective broadcast advertising to move the tremendous quantity of canned goods that have piled up in warehouses during the past four months. Present wholesale inventory is twice what it was a year ago, with consumer buying of more expensive items running about 18^ behind 1948. Successful use of selective broadcasting by Birdseye frozen fruits last fall has indicated to fruit men that radio can move specially priced foods. U. S. Industry Migrating to Puerto Rico Rush to establish factories in Puerto Rico has grown to land- slide proportions. Long-term tax exemption provision and low-cost labor for new businesses are very inviting to many fabricators of products requiring many man hours and an unchanging semi-tropical climate. Recent decision of the government not to compete with privately-owned commercial broadcasting stations has also helped many big corporations make up their minds to move. Fear of possible governmental intetference held back some big companies which now feel "safe." Puerto Rico will receive plenty of public relations broadcast time in the States, and is even considering buying time to sell the "tropical U.S. isle." Union Hopes for Own Radio Stations Fade Yen of a number of unions to own their own broadcasting stations and to operate them as regular commercial radio outlets is beginning to peter out. Fact that FM, the finest type of aural broadcasting, just hasn't made the commercial grade, added to a number of licensees turning back their con- struction permits for AM stations, is causing a number of Utopia-minded labor unions to look at their bankbooks. No 100% Removal of Taft-Hartley Restraints There will be no relaxation of many of the Taft-Hartley labor regulations despite the forthcoming so-called repeal ot the act. Unions will not re win the 100' , freedom of action they had under the Wagner Act. Fight of AFL and CIO for com- plete repeal of T-H bill is window dressing for memberships. Time will be bought by unions to sell "repeal" of act if Con- mess appears to ignore too many of labor's demands. SPONSOR ap Reprinted Courtes/ or LOOK December 7, 1948 ol„,^»'A"<'- . ..op*."5-50" .,.. —*— ^"i— -^T-- , ueCaose *r North te c\eorer - f 1 £:- ;— 17 JANUARY 1949 for profitable setting - I NVESTIGATE VH>tf* VJW- pt^ Ft*****- ^ Represented by ^H ROBERT MEEKER ^ /jg ASSOCIATES New YorW • Chicago Son Francisco • Los Angeles Clair R. McCollough Monoging Dirtcfor STEINMAN STATIONS Mr. Sponsor William Holbein President Helbros Watch Company, New York Thirty-five years in the watch business, and still a "nine-torn idnight guy," William Helbein is the type of executive who can be found in his shipping room almost as often as in his office. His propensity for running things is reflected in the direct, single-minded approach to broadcast ad- vertising of his product. While most of his competitors employ selective announcements, chain breaks and time signals for radio selling, Helbein has used a single weekly half-hour program for five years, with direct results in the form of materially increased sales each year. Of an estimated over-all annual advertising budget of $600,000, about 91%, or roughly $530,000, is spent for the Helbros show, Quick As a Flash, heard over Mutual at 5 :30-6.-00 Sunday afternoons. The number of MBS stations now carrying the program (415) is a far cry from the 28 over which Helbros first broke into network advertising on 18 January N44. The watch company*s radio history has been relatively uninvolved, marked as it is by only one important change in format since its inception When Helbros made its debut on the air its program featured the black- face comedians Pick and Pat. Six months later, in July of N44. they were replaced by Quick As a Flash, an audience participation give-away show and a pioneer in that now heavily populated field. Helbein 's shrewd knowledge of radio values was demonstrated last Spring when he was approached by NBC to air his program over that network at an earlier time Sunday afternoons, the bait being the promise of a "new" audience and more listeners per dollar. The additional cost of using the senior network was not the sole factor that decided Helbein to remain with Mutual. He wisely realized that he had one of the choicest time spots on MBS. \\ ith Quick As a Flash on the air at an hour when that network dominates the Sunday radio scene, due to the wide mystery audience. The Shadow immediately precedes the Helbros show. Helbein 's predilection for traveling, which before the war took him to Geneva. Switzerland, the watch capital of the world, five times ever) year, finds him jumping around the U. S., checking his sales outlets. He never makes a trip without also checking on the impact and sales results of his program in the territories he visits. He knows that Quick As a Flash sells Helbros watches. •Sn-n [Ml) inlh Ed h,J«,k Pmidml of \f/l> SPONSOR 40 West 52nd (Continued from page 4) operations of this sort which could hardl) be uncovered. All we tried to do in this booklet was report the experience of many of our member stations as a means of dramatiz- ing the great potential represented by this type of advertising. We went one step further and described some of the tech- niques of seeking, selling, and handling dealer-cooperative advertising. Our re- search facilities just don't permit the ex- haustive and expensive study that would be necessary to produce anything like a complete report on dealer-co-op advertis- ing. As a matter of fact, such a report would probably be out of date by the time the research was completed, and it would have to be revised almost daily in order to make it entirely correct. We are satisfied with our booklet if it has had the effect of making radio sales- men conscious of the possibility of obtain- ing manufacturers' support in all cases where a local retailer has branded mer- chandise on his shelves. Don't forget that there are many other forms of co-op besides a 50 50 split on the cost of adver- tising. Some manufacturers who just won't contribute anything to the cost of radio advertising, nevertheless exert a strong influence on their retailers which often results in their decision to take ad- vantage of radio advertising. M. B. Mitchell Director Broadcast Advertising NAB, Washington, D. C. STORECASTING As far as I am concerned, this article (on Storecasting) is just another one in the long line of sound, thorough, and authentic pieces that are a good habit with your book. Stanley Joseloff President Storecast Corporation of America New York ANNOUNCEMENT SOURCE Can you supply us with the address of Kent & Johnson and any other writers and composers who specialize in creation and production of spot announcement? W. J. Henderson L. W. Ramsey Davenport, Iowa ^ Names and addresses have been sent. the first television station in the Mid-South • . . ■ Witn pardonable pride we point to the fine Television job VVMCT is doing for its clients. One good reason: A staff of sixty working with the finest equipment avail- able. VVMCT is completely staffed, completely equipped for any assignment. For instance, our new RCA Mobile Unit complete with Micro-wave relay . . . ■Or take our studio and trans- mitting equipment — all RCA — the finest money can buy! Movie equipment is Bell & Howell, East- man, and Auricon for sound with movies; Houston rapid film proc- essor, and Bell & Howell printer, with a complete staff of produc- tion specialists to get the job done. ■ In addition to one studio 28 by 34 feet, WMCT has a spacious auditorium seating 1,050 people with dressing rooms, scenery stor- age— the works! Our program library is replete with up-to-the- minute program material, and we are completely equipped to handle coverage of local events. ■ What about sets? Are people buying them? You bet they are! The question is: How long will suppliers be able to meet the de- mand? We tell you all this, be- cause it may be that you are one of the aggressive advertisers who capitalize on the terrific impact of a new medium in the $2,000,000,000 Memphis market. WMCWMCF.WMCT National Representatives The Branham Company Owned and operated by the Commercial Appeal CHANNEL 4 • MEMPHIS AFFILIATED WITH NBC CBS DUMONT 17 JANUARY 1949 HOW TO MEASURE A NETWORK As radio has grown, so have the techniques oi measuring a network's advert ising efficiency . . . And with each refinement ol survey technique, NBC's No. 1 position in radio becomes more impressive: More total audience— a weekly total oi 3,700,000 more radio families in the evening than any other network. 2,900,000 more in the daytime, bmb -adjusted to dam More average audience — On a national basis, the average sponsored evening program on NBC attracts a 44% larger audience than on any other network. In the daytime, NBC's audience advantage is 22%. u s hooperatincs More popular programs — In spite of numerous program shifts throughout the years, NBC continues to have the largest number of the most popular programs on the air. The present SCOre — 15 of the first 25. Program Hooperatincs- December 15-21 More advertising dollars— Advertisers in 1948 spent over seven million dollars more for facilities on NBC than on any other network, basedon pib More advertising efficiency— Using both time and talent costs. NBC delivers 1 1 % more homes per dollar than any other network in the daytime and 10% more in the evening, u s hooperatincs Such arc the proportions of... NBC... America's No.1 Network §31 The National Broadcasting Company— a service of Radio Corporation 0) America "~ «J£fi39^ George Gow, KFH News Commentator, is THE radio news authority in Kansas. He is on the air three times daily; noon, early evening and at 10.00 P.M., six times weekly. His terrific popularity is borne out by his phenomenal Hooper ratings and as you can see above Kill and George Gow have almost as many listen- ers as the other three Wichita radio stations combined. By any standard, KFH is TOPS! 5000 Watts - ALL the time Kribs REPRESENTED NATIONALLY BY IDWARD PfTRY A CO., INC. WICHITA, KANSAS 12 SPONSOR 17 JANUARY 1949 New and renew New On Networks SPONSOR AGENCY NET STATIONS PROGRAM, time, start, duration American Tobacco Co American Tobacco Co Armour & Co Doubleday & Co Inc Kerry Morse Seed Co General Electric Co General Poods Corp Liggett & Meyers Tobacco Co Longines-Wlttnauer Watch Co Inc Miami Margarine Co Mutual Benefit Health & Accident Assn of Omaha National Biscuit Co Pepsi-Cola Co Procter & Gamble Co Radio Art Club of America P. J. Rltter Co Seeman Brothers Inc William II. Wise & Co Inc BBD&O BBD&O Foote. Cone & Belding Huber Hoge MacManus. John Si Adams Young «.N Kubicam Young & Rublcam Newell-Emmett Victor A. Bennett Ralph Jones RuthrautT & Ryan McCann-Erickson Blow I I UN |>l i. i i Al Kllnger Clements William II. Weintrauh Twing & Altman CHS 151 CBS 1(,7 CHS 167' M BS 201) CBS 167 ABC 261, CI!S 7(, CBS -'» CBS 167 MBS 200 MBS -Mill MBS inn \H( 259 CBS SI MBS 63 \BC 12 CBS 167 (lis 60 Your Lucky Strike; MTWTF 3:30-4 pm; Die I,; 52 wks .lack Benny; Sun 7-7:311 pm; .Ian -> ; =>.» «ks stars Over Hollywood; Sat 1-1:30 pm; 52 wks from Sep Is John B. Kennedy; Sun 1:15-1:30 pm; .Ian ->; 13 wks Garden Gate; Sat 9:45-10 am; Feb 5; In wks (;. E. House Party; .MTWTF 3:30-4 pm; Jan 3; 52 wks (.ant Busters; Sat 9-9:30 pm; Jan 8; 25 wks Tales of Fatima; Sat 9:30-10 pm; Jan S; 52 wks Festival of Song; Sun 5-5:30 pm; Dec ->(>; 52 wks Queen for a Day; TuTh 2-2:30 (15 mln alt); Jan I; s.> wks Mayor of the Town; Sun 7:30-7:55 pm; Jan 2; 52 wks Straight Arrow; Mon 8-8:30. TuTh 5-5:30 pm; Feb 7; Counter-Spy; TuTh 7:30-8 pm;Jan Il;52wk8 52 wks What Makes You Tick; MTWTF 2:45-. « pm ; Die 27; 52 wks Creat Voices; Sun 1:45-2 pm; Jan 16; 52 wks Betty Clark Sings; Sun 3:15-3:30 pm: Jan 16; 52 wks Ulan Jackson; Sat 11-11:05 am; Jan 29; 52 wks How to (,i-t More Out of Life; Sat 2-2:15 pm; Jan 8; 4 wks Handy Man; Sat 2:15-2:30 pm; Jan 8; 4 wks 'Expanded network i Fifty 'mi imks generally means u 13 week contract with options t»r three successive /..' week renewals, lis subject to cancellation ni the end of any 13-uieek period Renewals on Networks SPONSOR AGENCY NET STATIONS PROGRAM, time, start, duration American Meat Institute B. T. Babbit Inc Colgate-Palmollve-Peet < !o FalstafT Brewing Corp General Motors Corp Goodyear Tire & Rubber Co Inc Gulf OH Corp Andrew Jergens Co Lever Bros Co Mall Pouch Tobacco Co Metropolitan Life Insurance Co Philip Morris & Co Ltd Inc Norwich Pharmacal Co Petroleum Advisers Inc Procter ..N (.amble < !o R. J. Reynolds Tobacco < !o Standard Brands Inc Sun Oil Co Ton! Co Whitehall Pharmacal Co William Wrigley Jr Co 'Expanded network Leo Burnett Duane Jones Ted Bates William Esty Sherman & Marquette Dancer- Fitzgerald -Sample Foote, Cone & Belding Kudner Young & Rubicam Robert W. Orr Foote. Cone & Belding Needham. Louis & Brorby Young & Rubicam Walker & Downing Young & Kubicam Blow Lawrence C. Cumhlnner Ellington Benton & Bowles ( lompton Dancer- Fitzgerald -Sam pie William Esty J. Walter Thompson Roche. Williams it Cleary Foote, Cone & Beldlng Dancer- Fitzgerald -Sample NBC 13 CBS 55 NBC 99 NBC 144 NBC 155 £ Mil 144 139 NBC 33 CBS 164 ABC 111 CBS 121 ABC 266 CBS 149 CBS 167 NBC 153 MBS 109 CBS 26 CBS 149 NBC 145 ABC 210 N lit : 82 CBS 6 2 CBS 97 85 85 CBS 81 NBC 162 159 NBC 150 N B< : 34 CBS 161 ABC 17 CBS 159 Fred Waring; Th 10-10:30 am; Jan 13; 13 wks David Harum; MTWTF 3-3:15 pm; Jan 1; 52 wks Lora Lawton; MTWTF 11:45-12 noon; Jan 14; 52 wks Dennis Day; Sat 10-10:30 pm; Jan 1; 53 wks Blondie; Wed 8-8:30 pm; Jan 5; 52 wks Judy Canova; Sat 9:30-10 pm; Jan 1 ; 53 wks Sports Newsreel; Frl 10:30-10:45 pm; Jan 7; 52 wks Music from the Heart of America; Th 9:30-10 pm; Feb 3; 52 wks Lum 'n' Abner; Sun 10-10:30 pm; Jan -'; 52 wks Greatest Story Ever Told; Sun 6:30-7 pm; Jan 2; 52 wks We the People; Tu 9-9:30 pm; Feb I ; 52 wks Louella Parsons; Sun 9:15-9:30 pm; Die 25; 52 wks My Friend Irma; Mon 10-10:30 pm; Jan 3; 52 wks Junior Miss; Sat 11:30-12 noon; Jan 1; 52 wks Bob Hope; Tu 9-9:30 pm; Jan 4; 52 wks Fishing & Hunting Club; Mon 9:30-9:55 pm; Dee 20; 52 wks Eric Sevareid; Mon & Fri 6-6:15 pm; Jan 3; 52 wks Philip Morris Playhouse; Fri 10-10:30 pm; Jan 28; r1 wks Cities Service Band of America; Frl 8-8:30 pm; Jan 21: 52 wks Rosemary; MTWTF 11:45-12 noon; Dee 27; 52 wks Big Sister; MTWTF 1-1:15 pm; Dec 27; 52 wks Young Dr. Malone; MTWTF 1:30-1:45 pm; Dec 27; 52 wks Guiding Light; MTWTF 1 :45-2 pm; Dec 27; 52 wks Ma Perkins; MTWTF 1:15-1:30 pm; Dec 27; 52 wks Screen Guild; Th 10-10:30 pm; Jan 6; 52 wks Grand Ole Opry; Sat 10:30-11 pm; Jan 1; 52 wks One Man's Family; Sun 3:30-4 pm; Jan 2; 52 wks Sunoco Three Star Extra; MTWTF 6:45-7 pm; Jan 21; 52 wks Give & Take; Sat 1 :30-2 pm; Jan 1 ; 52 wks Zeke Manners; MTWTF 10:45-11 am; Jan 3; 52 wks Gene Autry; Sat 8-8:30 pm; Dec 25; 52 wks National Broadcast Sales Executives Personnel changes NAME FORMER AFFILIATION NEW AFFILIATION Bally A\ton Merrill Carroll Robert W. Ferguson Cecil Green Maitland Jordan Bert Julian Jim McCord Holly Moyer Roy S. Slnor Jim Strain E. Wilson Wardell Paul S. Wilson WTRF. Bellaire ().. sta mgr Superior Baking Co, Akron ()., sis mgr K.JR. Seattle Wash., prom mgr WKMO, Rokomo Ind.. sis dir Chamber of Commerce. Storm Lake la.. John Blair & Co, H'wood. K.ROP. Brawley Calif . regional sis mgr Adam J. Young Jr, N. \ .. slsman exec see WREN. Topcka Kan., natl sis mgr W BMD. Balto., sis mgr Same, sis mgr WHK.K, Akron ().. sis mgr Same, sis mgr WXGI, Richmond \ a., sis dir k\^ 1. Storm Lake la., sis mgr K.FRE, Fresno Calif., sis mgr K.OPP. Ogden Utah, sis mgr K.GI J. H'wood., sis mgr CKLW . Windsor. Canada, sis mgr Same, vp, gen sis mgr .\e\v National Selective Ihisim'ss. >e\v and Renewed on Tele vision. Ad\ erlising Agency Personnel Changes. Si at ion Representative Changes Sponsor Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION Paul N. Berg R, A. Burton William P. Craig William M. Day Margaret Diwer Tdvvard II. Fennell George J. Friedman Robert \\ . Calvin KM. Grelner Robert T. Hazel! John (;. Iloagland I red M. Hunt \.l Klein Edward lane Reg Lovvander Dwight Mitchell Wesbj R. I'arker Paul S. Peak Glenn Ray Gilbert A. Ralston Harold 1'. Requa Jr. Sumner .1. Robinson I.. J. Schlatter William R. Setli .I.J. Taylor Jr. Burton Tscbache I rnest I>. Ward Leonard Wurzel Erwln, Wasey. Mnpls.. acct exec sherwln-W illiams Co, Cleve.. institutional prods sis mgr Procter and Gamble Co, Clncl., radio dept American Telephone & Telegraph Co, N. Y.. asst vp John Hancock Mutual Life Insurance t !o, Boston. assoc adv mgr Motorola Inc. Chi., asst to vp In chge auto radios Packard Motor Car Co. Detroit, gen sis mgr Fruehauf Trailer Co of Canada Ltd. Toronto. Canadian sis mgr Robert W. Orr. V Y.. radio dlr Columbia Records Inc. V V., mdsg mgr Squirt Co. Beverly Hills Calif., sis prom mgr Wlldroot Co Inc. Buffalo V Y. Ceneral Poods Corp. N. Y.. gen mgr of sis McKlm. Toronto, mgr Whistle Co, St. L.. adv mgr Procter and Gamble Co. Clncl., TV dir \rmstrong-Rcqua Goodall Fabrics Inc. N. Y.. sis mgr Eagle-Lion Films, X. Y., asst vp in chge distribu- tion W. B. Doner, N. Y .. media prom dlr Jacob Ruppert Brewery. V Y., adv dept Wildroot Co Inc. Buffalo N. Y. Best Foods Inc. \. Y.. pub rel mgr gen sis mgr General Mills Inc. Mnpls.. sis prom mgr. home appliance dept Same, sis prom mgr Same. TV mgr Michigan Bell Telephone Co, Detroit. \p in chge adv . pub rel Same, adv mgr Standard Laboratories Inc. N. Y.. sis mgr Cillette Safety Razor Co (Ton! Inc div). Chi. Same, exec vp Same, vp Same, vp Campbell Soup Co. Camden N. J., radio pgm superv Packard Motor Car Co, Detroit, sis mgr Langendorf United Bakeries Inc. S. F.. adv mgr Emerson Radio & Phonograph Corp. N. Y.. adv mgr Same. adv. sis prom mgr Same, Western sis mgr Same, vp In chge sis div Imperial Bank of Canada. 'Toronto, adv mgr Orange-Crush Co, Chi., sis prom mgr Same, exec producer TV pgms Sun Harbor Packing Co, San Diego, adv dir Blgelow-Sanford Carpet Co. Inc, N. Y.. gen sis mgr Same, gen sis mgr Muzak Corp, N. Y.. head adv. prom div Same, adv mgr Same, Eastern sis mgr Same, adv. pub rel mgr Loft Candy Corp, N. Y., vp In chge adv New Agency Appointments SPONSOR PRODUCT (or service) AGENCY Admiral Corp. Chi Admiral Corp. Chi Alloy Tile Corp. Belleville N. .1. Uuma-Lock Corp. Portland Ore AP Parts Corp. Toledo O Bet f America. Hoboken N". J Brick ()' Cold Inc, S. F British South American Airways, Miami. Broadstrcet's Inc. \. Y. Browne Vintners Co Inc. \. Y J \ < ieazan, S. F. Celomat Corp, N. Y. Certified Foods Co, L. A Chalfonte-Haddon Hall, Atlantic City Chicago. Rock Island & Pacific Railroad, Chi. Christian Heurlcb Brewing Co, Wash Cincinnati Brewing Co. Reading O. Clycol Co, V Y. Cohen. Goldman & Co, N. Y ( lolonlal Dames Inc, L. A Conklin Pen Co, Chi. ( lubbison ( iracker Co, L. A c\ \ Corp, s. F. Doubledav & Co Inc. V Y Doyle Packing Co. Long Branch N. J E & B Brewing Co. Detroit Elm Citv Rubber Co. New Haven Conn Esquire Kitchens Inc. L. A I W Fitch Co, l>es Moines Five Star Manufacturing Co, Grand Forks N. D. Fleming-Hall Tobacco Co Inc, N. Y I ..st,-. S Kestei Co. Pbila. Francus-Albert Products, N. ^ Fruehauf Trailer Co, Detroit General Appliance Co, Oakland Calif Holmes Drug Corp. New Providence N. J I l.,r In In r Brewing Co, Allen town Pa. Intercontinental Mf g Co, Dallas June Dairv Products < " N "> Phil Kalech Sales Corp, Chi Kerr (.lass Co, I V Lam 1 t.l N ^ Life A Casualty Insurance Co, Nashville Term. I ..,it ( and] < torn, N. Y. Maine Canned foods Inc, Portland Me I. .III. R, Mai pie St CO, New Rocllelle N. \ Merit Pood Products Co, L. A. North Eastern Supplj Co, Ipswich Mass Pacific citrus Products Co, I ullerton Calif. Puritan Sales < ..i p, Boston Renuzlt Home Products Co Pbila Jacob Ruppert Brewery, n v San-Nap-Pak Mfg Co, V \ J I Schilling Co.N ^ Skvcrulses Int . N \ S.,ilak Mfg Co. Sioux I alls S I) Stanford Laboratories Inc , Southport Conn. Si inlej Di ug I'ti id u< is I'm t land Ore. i . I 1 1. Ullani e ( > TruVal Manufai turers Inc, N. ^ \ an Mum hlng & Co Inc, N. Y. Ions, Plalnfield n J Walker-Gordon Laboratories Plalnsboro N, J M w lie A Co, Buffalo V 1 u lard- si i.iggs Sloui I ills s i>. Radios Kudner. N'. Y.. for radio. TV adv Electric ranges, refrigerators Tatham-Lalrd, Chi. Mtico ahiminum tile . G. G. Felt. East Orange N. .1. Interlocking aluminum shingles. . Schultz & Rltz. Portland Ore. Miracle Power. .-..._ Powell-Grant. Detroit Bev ( aila Robert Conahay, N. Y. Ice cream, dairy prod stores Frank Wright. S, I Air travel Hewitt. Ogilvy. Benson & Mather. N. Y. Men's clothing Cecil & Presbrey. N. Y. B & G French wines Charles Jay. N. Y. Capehart. Farnsworth Radios, Dayton Tires distributor Russell. Harris & Wood. S. F. . Plastics, Vue Scope television enlarging lenses, Teleroto turn tables Tracy, Kent. N. Y. .Food Bodlnc & Melssner, Beverlv Hills Calif. Hotel Gray & Rogers. Phlla. . Railroad Caples, Chi. . Beer Henry J . Kaufman . Wash . Beer Leonard M. Slve. Clncl. Clycol vaporizer Seymour Kameny. N. Y. Men's clothing Cecil & Presbrey. N. Y Cosmetics. David S. Hill man. L. A. Pens ■ • . H. M. Gross. Chi. Crackers Bodine & Melssner. Beverly Hills Calif. LaBoheme wines J. J. Welner, S. F. Mutual Book Plan Raymond Spector, V V. Stxongheart dog food John H. Riordan. L. A. Beer W. B. Doner. Detroit Angel-lite, Gold Medal baby pants, Dawn Day raincoats, scarves, capes. . . Hammer, Hartford Conn. Frozen cooked foods Smith, Bull & McCreery. L. A. Hair preparations Campbell-Mlthun, Chi. I i eeman Head bolt Heater Barney Lavln, Fargo N. D. Sheffield Imperial Cigarettes Deutsch & Shea, N. Y. Krvl.m A. E. Aldrldge, Phlla Corde handbags W. B. Doner, N. Y. Trailers Zlmmer-Keller. Detroit Appliances Ad Fried, Oakland Calif. Comesol Burns, Summit N. .1. Perfection, Pilsner beer. Deglln-Wood. N. Y, Tractors, combine harvesters Van Diver & Carlyle. V ^ Dairv prods Friend. N V Korvo David S. Hlllman. L. A. (.lass jars Dan B. Miner, L. A. Erlngold, Royal Canadian. Ten Twenty tobaccos, cigarettes Klesewettcr. Wetterau & Baker. N. v . Insurance L. W. Roush. Louisville Candy shops Lawrence C. Cumblniier. V Y . Foods Harry M. Frost. Boston Betty Gaylord Cream Pie Mix Buchanan. N. Y'. Big Champ. Cherry O Kay candy bars . F'rank Wright. L. A. farm equipment, supplies . . Peck. N. Y. Hawaiian punch \therton. L, \. Baked beans, pickles Harry M. Frost. Boston Renu/lt. Super Renuzlt Home Dry Cleaner, Self -Polishing Wax. McCann-Erickson, N V. Beer Blow. N. Y. Countess Lydla Gray doeskin tissues, dinner napkins, tissues Federal, V Y . Children's bonk publishers, mfr toys L. II. Hartman, N. Y. Air travel agency Bourne. N. Y. Weed. Insect spray Erwln. Wasey. Mnpls. Slumber Bath. Hero Lindsay. New Haven Conn. Crystallne Liniment Helms & Ilolzman, Portland Ore. Taylor Junior portable electric washing in ii bine Huffman. Canton O. rruVal Shirts, pajamas sportswear Mi Cann-I rl< ksoti. N. V, Helnekens Holland beer DegUn-Wood, N". \. W i, men's slacks (..(. .Felt . last Orange N. .1 . u. .veiie natural plant food Clements, Pbila Don Richards clothes Fmll Mogul, N. v Agricultural feed concentrate . Erwln. Wasey, Mnpls. :■ I¥ew development Is on SI»Q.\SOH stories p.s SC6I "How Terrific is Transitradio?" ISSue: September 1948, page 44 Transitradio is growing, aiming for^nationwide coverage of major markets. Transitradio is steadily growing to the point where national advertisers can begin to lay plans for covering specific markets intensively. Transit companies in Cincinnati, St. Louis, Houston, and Scranton-Wilkes-Barre, have been the first to sign contracts with Transit Radio, Inc. They are almost 100% FM-receiver equipped. Additional contracts have been signed with transit companies in Huntington, West Virginia, and Worcester, Massachusetts, where installations are under way. Negotiations are approaching the signing stage in Washington, Baltimore, Cleveland, Indianapolis, and Kansas City, while New York, Boston, Philadelphia, Seattle, and Portland, Oregon, arc in the talking and /or equipment- testing stage. The first transitradio success story comes out of Houston where a "large downtown department store" spent equal amounts of ad money on TR and newspaper space. Store spent $131 for 15 spot announce- ments to advertise nylon stockings — no other medium. was used for this test. Copy read, "Regular $2.25 stockings, special at $1.12 Monday and Tuesday only." Thirteen spots were used on Monday and two on Tuesday. Two hundred and fifty people asked for stockings. The following Sunday, same copy and same money were used in a newspaper. Only 68 inquiries resulted. p.s. See: "Oil and the Opera" ISSlie: January, 1948, page 41 The opera debuts in TV with Texas sponsoring. the future of televised opera? What of Some of the critics gave it the works. Most of the trade press gave it an "A" for effort, and said caustic things about cameras that blew out and make-up that varied between sunburn and yellow jaundice. But the Texas Co., identified for years with radio sponsorship of the Metropolitan Opera, considers the telecast of the opening night of Othello on i29_November an interesting and profitable experiment. Telecasting the opera was a last-minute event. Texaco had long held first refusal rights on any TV versions of the opera, and when ABC presi- dent Mark Woods approached Texas' Don Stewart (Mr. Sponsor Asks, 3 January) with a $20,000 package deal, Texas signed. About a week later, and with no run-through for the cameras, the complete (210 minutes) Met production of Verdi's Othello took to the visual air. Texas is free in admitting that it was a headache. The conciliatory arrangements with the Met's many unions was one reason. Then the Met management, feeling that the cash customers in the Diamond Horseshoe might object to being scanned, wouldn't permit ABC technicians to place their cameras where they could get the best results, wouldn't permit the installation of mechan- ical camera-cooling devices (three cameras blacked out during Act III), and forced ABC to do its entr'acte interviews amidst the clatter of back- stage scene-changing. That the opera went on the visual air at all is still a miracle to many ABC-TV executives, and to Texas. Texas must share some of the blame for the not-quite-successful per- formance. Many of the ABC and Texas top-level management crowded in front of the cameras during the early interviews to pat each other on the back and talk lengthily of "their duty to the music-loving public." The televiewer, expecting to get glamour, got brass sweating under hot lights. To Texas, however, must go due credit for taking a chance on such short notice, not knowing in advance whether or not the opera would make good TV fare. To ABC, credit also goes for making the most of a tough situation, and coming up with many a startling close-up of Ramon Vinay, Licia Albanese, Leonard Warren, etc., as they sang the famous score. Remember the story about . . . Fulton's steamboat that grew into the big ocean liner ? The huge beauties that rush across the Atlantic today are a far cry from the modest little steamboat that first churned up the Hudson River. So is today's W-W-D-C in Washington a far cry from the W-W-D-C of a few years ago. Today, on both AM and FM, your sales message over W-W-D-C sails out like a mighty ocean liner. Get the full story from your Forjoe man today. WWDC AM-FM— The D. C. Independent Represented Nationally by FORJOE & COMPANY 17 JANUARY 1949 15 u Leave us now join Before we wipe the old slate clean Let's sing a song, let's pen a paean To everything in '48 Which we would like to celebrate: To Radio, first, a cup of cheer For winding up its biggest year, Knowing full well, while we're about it, That none of us could live without it. Hail to a year of glad relations Between this network and its stations From West Palm Beach to Puget Sound, And, boy, bring on another round For the nine-and-ninety million folks Who listen weekly to our jokes, Our songs and stories, news and dramas — Here's to them all, their pops and mamas, Their sisters, uncles, aunts and others Including in the Lever Brothers. To Pepsodent's Irma, Palmolive's Brooks To Phil and all the other Cooks, To Chesterfields and that old peachy Godfrey guy, and Don Ameche (The "Lucky" boy)— to Vaughn Monroe And Hawk from whom all Camels flow, To Johnny and to Philip Morris — You're all okay in our thesaurus. Hasn't it been a dandy year For all the theaters on our air! The "15th straight" for champion Lux, Ford looking like a million bucks, Electric's show where Little Helen Is standing 'em in the aisles, all yellin', While Armstrong, Hallmark and Prudential Just keep on being existential. Three cheers, we say, and three more cheers For all those doughty engineers Who worked the nightdong and the dayJong To make those records that can play long; All of which just goes to prove We're always in that micro-groove. Remember the day when General "Ike" Stood up before Columbia's mike To raise a cool three hundred grand For Europe's hungry kids? We stand Hats off to "Ike" and his Crusade And guys like him who make the grade! A pair of Sulka's best pajamas To grace the gams of Lowell Thomas. And now let's pay our proper dues To Edward Murrow and his News hands Than which there is no super-duper, And let's salute our Average Hooper, And all our shows — and there are plenty - That broke into the tough "top twenty." Hooray for Sunday's Peerless Tonic Which millions call the Philharmonic. (In this connection, shout hooray For Standard Oil— that is, [N.J.J.) We would be derelict in our mission Did we not honor Television. Man's glassy essence, thee we toast, Now on your way from coast to coast Toward new horizons. Hail TV! There's more in you than we can see. Rochester, Jack and Mrs. Benny Of happy returns we wish you many, And here's a cane all made of candy For Lum 'n' Abner 'n' Amos 'n' Andy. Shoot Roman candles to the sky In praise of dear old NRI, And while we're on the alphabet A pox on us lest we forget IBEW...RDG... abracadAFRA and NAB, Four fanfares and a furbelow For Messrs. BBD&O. Sullivan, Stauffer, Colwell, Bayles, We know that you will never fail us, And may the light of yon great Star Shine gently on you,Y&R. In Thompson's name we shout our skoals And we're all yours in Benton & Bowles. On, Procter! On, Gamble! On, Gallup and Roper! Let bygones be bygones for each horoscoper. Let's pin a sprig of holly on The famous Crosbys, Bing and John, And with another wreath adorn The brows of Gould and Miss Van Home. For Variety's "mugs" and Radio Daily A long locomotive and a willow-waley. Well . . . '48 was mighty fine, Now looking out toward '49 We wish from electronic science The best to all our friends and clients, To everyone in Radio A hug beneath the mistletoe, We're only sorry we can't list 'em . . . This is. . . The Columbia Broadcasting System. Jamison feels like a new man . . And why not?, • . we just hired him. Mr. Jamison could be almost any Weed and Company representative. He came into our life well recommended. And he looks to us like the sort of alert, hard working expert who will fit right into our organization, where we're doing more business for all of our clients than ever before in our successful radio history. Like all the other Jamisons here at Weed and Company, he has an instinctive and highly professional grasp of any broadcasting problem that comes his way, whether it's . . . an advertiser's problem ...a broadcaster's problem ...a radio problem or... a television problem. Above all— Jamison realizes that the basic commodity he has to sell is service in an intricate and highly specialized field of advertising. He provides it honestly and expertly. . . and the results are already beginning to show in good black figures. Like all successful men, Mr. Jamison feels good about his business... and Weed and Company feels good about Mr. Jamison. For . . .you see . . . Mr. Jamison could be any one of us. Weed radio and television s ta tion rep res en tat ires a n J company s a n y o r k • francisco o s t o n • chicago a t 1 a n t a • d e t r o i t h o I 1 v w o o d 18 SPONSOR In this typical "drag-'em-in" clothing shop, Barney, the man whom saturation-announcement radio made famous, started inauspiciously Suit and clunkers Thev ssiliirat«k I he siir willi announcements— ;ui«l the nisionn i> H i3|un iFATigN v> WAVE-TV WILL COVER THIS AREA • ' Many sponsors, like RCA-Victor, realizing the attention value of television, tie into pre-opening displays like this of WHAS, Louisville Boosting the sponsor TV Nl.ilioiiN rapilalizo on natural promotion arivaiilajgOK of I ho moiliimi ^ftfk More TV commercial pro- ^ff gram promotion is being done today by TV adver- tisers, but the bulk of it is still very much the pioblem of the individual network or station. There's hardly a TV station on the air in 1949 that doesn't have at least some sort of a program promotion budget to hypo ratings and mail pull (for TV ad' vertisers still the most tangible evidence m| TV viewing of sponsored programs). These budgets are King spread thinly over .in ever-increasing list of program sponsors. The average TV station man- ager and his promotion man are well awan ol th< fad that TV program pro- motion is needed. It builds audiences, lulps sell sets, encourages further adver tising in TV, and above all sells the sta tion. However, due to the present-day 22 cost of TV station operation, program promotion comes in spurts, more often than it does in a continuous flow. When a new sponsored show comes to any one of the four major operating TV networks— NBC, CBS, ABC or DuMont — there is usually a send-off campaign with ads on the radio pages of newspapers in cities where the telecast will be seen. Promotional plugs are arranged via sta- tion breaks (slides, or occasionally film) and the event is sometimes announced in tiade ads to the industry. From that point on, it is largely up to the stations to promote individual programs. The think- in- ol most network TV promotion men is thai the) have tune and monej onlj to s< II tin I V facilities of their network, and that continuous promotion of sponsored TV programs is eithei a function of their 16 MAN STAFF FOR COIF PICKUP diagram of KDYL-TV's golf coverage was seen wherever St. Louis loversof game gather SPONSOR affiliated TV stations or the advertiser. NBC runs a once-a-month series of trade ads featuring salutes to the sponsored net- work TV shows on NBC-TV, and has paid tribute thus to shows like Howdv Doody and Philco Television Playhouse. Since Howdy Doody is a daily strip, NBC has concentrated a good deal of net- work promotional effort on it to sell the open time segments of the popular kiddie show. The show, for promotion pur- poses, is a natural. One recent tie-in had Howdy Doody riding in the annual Macy's Thanksgiving Day Parade, later worked out a joint promotion with Macy's when a Howdy Doody doll went on sale during the Christmas rush at the big New York store. The promotion paid off well for Howdy 's sponsors (Polaroid TV Lens and Unique Art Mfg. Co.), as well as for NBC and Macy's. Some 10,000 Howdy Doody dolls were sold in three weeks at Macy's for $10 apiece, and window displays and counter displays featured the TV tie-ins. The result was increased viewing for Howdy Doody, a sales promotion story for NBC, and larger audiences for the com- mercial messages on the program. Bob Smith, who with NBC controls the Howdy Doody program, also has his own promo- tion staff working on the vehicle. On the station level, TV program pro- motion is down-to-earth. Like the parent TV networks, a good deal of the program promotion done is of an institution? 1 nature, often featuring unsold sustainers rather than sponsored shows. A good half of the TV stations on the air today are owned by newspapers directly (such as the New York News' WPIX, and the Baltimore Sun's WMAR-TV) or are TV offshoots of newspaper-owned AM sta- tions (such as the Atlanta Journal's WSB- TV, the Detroit News' WWJ-TV or the St. Louis Post Dispatch's KSD). These stations receive continuous support, both for themselves (in an institutional sense) and their advertisers (directly) with free (exchange) ads on the radio pages, special listings, publicity in the radio and gossip columns, tie-in window displays with the paper's advertisers, and various direct- mail promotion to the paper's subscribers. Such promotion is a "plus" for TV spon- sors, who frequently reciprocate by shar- ing costs on a two-way (sponsor-station) promotion. The remainder of the coun- try's 40-odd TV stations have, for the most part, worked out promotional tie-ins with newspapers in their cities (such as Paramount's KTLA and the Los Angeles Daily News, and WBKB and the Chicago Sun-Times, or WDSU-TV and the New Orleans Item). These tie-ins make it possible for the two mediums to barter promotional space, the usual deal being an exchange of ads and perhaps local news and picture services for TV spots or pro- grams.. In such a case, the newspaper- backed promotions are virtually the same as those of a station owned entirely by a newspaper. Newspaper-backed promotions can do much to build a sponsor's program to a high level of viewing. The promotion does not have to be elaborate or costly. In TV program promotion, ingenuity often takes over when the promotion budget runs short. One example of this is the Daily News* WPIX promotion for the Gloria Swartson Hour, a 15-minute segment of which is sponsored by A. S. Beck Shoe Co. A portion of the show (not Beck's) is called Chef's Holiday. Each week, the chef of a famous restaurant is called upon to give some details of a recipe for which he may (Please turn to page 40) U/inHniA/ displays are Frequent with WPIX promo- tion. New Yorkers are stopped by TV SEE/THESE IT I.I.-I.KNt, I II MOVIES IN "HH H OWN HOME ON TELEVISION, TOO A> M \(>M the 5 - U H-H %M Wl» " Hoa t»*«i m Kud»»m kinttm;\ mvfti HOXDAT.Od i WIXD M 1 "-> ' *»£ P»8l Krlh ,nriiini^ti iii tlPU/CnSnPr advertising is a regular feature of most lluWoUdUCl TV station promotion of shows of ffip fojr '" typical culinary competition style, WBEN-TV (Buffalo) starts its ctnro ul IMC Idll Nu-Way Market commercial. It was typical News (station owner) build-up MulC personal appearances by the mystery girl helped WABD (N.Y.) promote Whelan's 17 JANUARY 1949 23 PARI FIVE O F SERIES What's ping on in farm research \ol very iiiim-Ii ... and whnl there is of it seldom sees the liirlii of day Valid farm audience data — the kind that can help a national selective advertiser buy the most prospects for his money — isn't easy to come by. In the majority of cases, in fact, it isn't available at all. In the few cases where it exists it is kept under lock and kej . There are a few important excep- tions. These, however, are confined to limited regions. Who and how many listen, when they listen, why they listen these are some of the elements of the near-vacuum in which selective advertisers are most often forced to buy farm listeners. More than 500 stations and many more than that number of programs claim to serve farm families. How well these hypothetical families are served, how loyal they are to the service, is a question that's important to the job a station can do for a farm sponsor. One agency with years of background in buying farm programs for its clients claims it knows of only 40 programs, at present, on stations throughout the coun- try capable of doing a real selling job for a national advertiser wanting to reach the farmer and his family. The number of such programs is nearer 200, according to another and equally competent source in the field. But the head of a research organization whose work has included extensive studies of Three-station daytime study of rural listening 40 WTAD Qu.ncy In' ^~«J f-^*"«*_ - .^. — 01 ■"■ - ■■' — *■ — — ■ — mtw mm ** ^ * HOOPER 40 •S 20 40 T KXOK si louii Mo. ^~^^~- %»* HOOPER - - v«5ii<<> IVp .Minnie Program Types All Homes Metropolitan Areas Medium Cities Small Town Rural Areas 1 Daytime Serial (1 5 min.) 1. 5 times a week — early p.m. 10.0', 11.6', 9.0', 8.4% 0 Mystery Show (30 min.) L. Once a week (late evening) 13.9 15.3 15.2 10.3 0 Comedy Variety Show (30 min.) 0. Once a week (late evening) 23.5 26.9 21.4 20.1 A Daytime Serial (15 min.) ". 5 times a week — noon 8.8 10.2 8.4 6.8 C Variety Music Show (30 min.) J. Once a week (late evening) 12.9 17.8 11.1 6.7 D General Drama (30 min.) U. Once a week (weekend daytime) 13.3 15.1 13.6 10.2 T Comedy Drama (15 min.) / . 5 times a week (early evening) 9.9 9.2 8.2 12.5 Q News (15 min.) 0. 5 times a week (early evening) 7.7 6.6 7.0 10.1 Q Daytime Serial (15 min.) J. 5 times a week (late afternoon) 10.7 8.7 11.0 13.5 in Variety Music (30 min.) IU. Once a week (late Saturday'evening) 13.9 11.7 16.5 14.7 11 Popular Music (15 min.) II. 5 times a week (early evening) 10.0 9.8 10.7 9.7 10 General Drama (30 min.) \L. Once a week (evening) 18.9 17.7 19.9 19.5 *February, 1948. 17 JANUARY 1949 25 s B- ' v V^^^UK jLfi) 1 MB/ ^* ^ ^iit wJ The Living Room Furniture Manufacturers pinpoint their amateur show, "En Chantant Dans Le Vivoir," to reach French-Canadian home lover Selling furniture the Canadian way Living' room furniture iiisiiiui'arl urer in >lonl real shows I . S. firms how ii*> «lono • While retail home furnishing stores have been using U. S. radio successfully, furniture manufacturers in the States haven't dis- covered a successful formula to sell home furnishings. A few floor covering manu- facturers have used broadcast time (Bigelow Sanford, Alexander Smith) but even their record of success hasn't been outstanding. The feeling of these firms is that TV may make a great deal of difference but even in the visual air medium they're making haste slowly. It's different in French Canada. There, over station CKAC, Montreal, the Living Room Manufacturers have been selling furniture continuous!) with one program or another over 25 years. The furniture companj is the oldest regulai advei ti ei on tin- station, having made its air debut in 1923, one year after the outlet started serving French listeners in Montreal and much of Quebec. The Living Room firm is synonymous throughout French-speaking Canada with home furnishings. Their current radio program has been planned to achieve just that. It's a talent opportunity hour called Ij> Chantant Dans Le Vivoir (Sing- ing in the Living Room). It is in its ninth There wete mam other programs used by the sponsor before £>i Chantant. Back in l(>2 5 24 they sponsored symphony con- certs under the direction of M. Edmond Trudel. This was followed in turn by an instrumental trio which doubled sing'ng songs of Canadian folklore. The instru- mental trio was replaced In I -'vaunt's of the Good Old Days, which brought to CKAC's microphones such well known folk singers as Conrad Gauthier and Jacqueline Bernard. All these programs brought sizable audiences to CKAC and increasing busi- ness to the Living Room Furniture com- pany. They were, however, just good pro- grams bringing good music of a popular variety to Montreal. After a number of years something different was required, something to give new impetus to both sales appeal and listening. A local slant was desired. Therefore to good music was added salutes to the French parishes (counties). During the program (it's only 15 minutes m length i there were two musical selec- tions. On each program between the musical numbers, there was a salute to a (Please turn to page 60) 26 SPONSOR PICTURE STORY OF THE MONTH I AVORfl E RY i Hor «:il 4* — M rsini si ^ft 1 - . 1 IJQtPnPr nrpfpTPnPP i$ careful|y ehe^edto determine pro- I ■ HolUllGI III CICI ulluu gram type for which there is an audience 2finrlinrr nrnrrrom tofi" a need is problem °'Ziv'sAI linger, . llllDlllg |JlUg[dlll Herb Gordon, and John Sinn (left to right) transcription is made Transcriptions just don't happen. Thousands of man hours, plus a veritable infinity of toil and sweat, go into putting a successful program on wax. This is es- pecially true of open-end programs, which are sponsored through- out the country by thousands of local and national advertisers on a selective basis. Typical of what is done creatively at transcrip- tion firms like TSI, Goodman, NBC-Recording, Capitol, Associ- ated, Cowan, and Monogram, is this picture-told tale of the conception, birth, and life of Frederic Ziv's outstandingly success- ful series, Ronald Colman's Favorite Story. From the preprogram research, 'til the sponsors' publicity is checked, the Ziv operation is thorough, painstaking, and audience building. 3. star is signed S o has listener acceptance whenever possible as soon as a program is decided upon, (below) Ronald man, seated right, signs to headline "Favorite Story." | (Manager Wolf and John Sinn also seated) 4 -promotion planning is supervised by Fred Ziv (seated center). Pro- gram must be promotable before recorded 5PQCtin(T 's v',d'' wr|ere each program presents a different play as in "Favor- " Udollllg ite Story." Ziv's Herb Gordon and Jeanne Harrison check talent p costs. There's no running short or overtime on a transcription, and prepare for a run-through of a play Colman will introduce 6rDhoOrcin(T Cdn ' De td' Select freely the markets required — and only those markets. ^ji Select freely the best station in each market, regardless of size or network affiliation. 2^L Select freely the best time in each market, regardless of time zones. yjL Double up in any market where pressure is needed, by using multiple stations, as multiple newspapers are now used. y\ Hear programs including commercials before they go on the air — ^" assuring standard excellence. "A. Get extremely valuable free local merchandising support offered by many stations for national selective program sponsors. 2T£ Get the powerful advantage of local tie-up or cut-in announcements without extra cost. £JL Get the freedom of a two weeks' cancellation clause instead of the usual thirteen. A L, Control advertising for seasonal or climatic changes or for social or racial differences, or for any other intelligent sales purpose. Paul H. Raymer Company, Inc. 1 Advertisers See what other national advertisers have been doing over the past twelve years: • RADIO NET TIME SALES % INCREASE OVER % INCREASE OVER YEAR NETWORK PREVIOUS YEAR NATIONAL SELECTIVE. PREVIOUS YEAR 1937 56,192,396 23,117,136 — 1938 56,612,925 0.7 28,109,185 21.6 1939 62,621,689 10.6 30,030,563 6.8 1940 71,919,428 13.1 37,140,444 23.8 1941 79,621,534 10.7 45,681,959 23.0 1942 84,383,571 6.0 51,059,159 11.8 1943 100,051,718 19.0 59,352,170 16.4 1944 124,680,747 24.6 73,312,899 23.5 1945 125,671,834 0.8 78,583,644 7.2 1946 126,737,727 0.8 82,917,505 5.5 1947 125,450,000 (-1.1) 89,600,000 8.1 1948 133,461,000 (Est.) 6.4 100,739,000 (Est.) 12.4 . Broadcasting Yearbook Increase 1948 over 1937 National Network 137% National Selective 336% National Selective Broadcasting has the greatest potential for new business development. It is destined to be the largest national adver- tising medium this country has ever known. Radio and Television Advertising New York Boston Detroit Chicago Hollywood San Francisco Who uses radio Hero is the lineup / :j|^ Local commercial broadcasting fn^L *y ls nearb 40' , ol .ill .in adver- ^8^F tising. Revised estimates foi 1948 show that while $133,461,000 was spent in the past 12 months for network time, $156,646,000 was invested in time by retailers. This was one'third larger than the total spent ($100,739,000) by national advertisers on local stations. Since 1942 no comprehensive survey has been made on who is using the local air. At that time C. H. Sandage, Visiting Professor of Business Administration at the Harvard Graduate School of Business, made a study on retail air advertising subsequently published under the title of Radio Advertising for Retailers. Today it is still the only authoritative book on the subject. Times change. Sandage's ranking of retailers using the air is no longer accu- rate. The void which Sandage filled when his book was published in 1945 (three years after the period during which the data was compiled) has continued until sponsor decided late in 1948 to report to national advertisers to what extent their retail outlets are using the air. It's different than 1942's report. Whereas furniture and office supply re- tailers headed Sandage's list, automotive dealers (including gasoline station and automotive supplies) lead all retailers on the air today. Whereas 13.2% of the re- tailers in the Sandage sample were furni- ture and /or office supply retailers, 14.4% of sponsor's sample, which is relatively of the same size as Sandage's, were auto or auto supply dealers. There's a reason for this. Home furnishings still are in limited production due to lack of properly aged woods, etc. ; gasoline and oil are available to meet all demand, and competition for the auto-supply dollar is very hot. The de- mand for automobiles is still way ahead of production, but whereas home furnishings have no resale value (or a very limited one), used cars have been a very lush profit item. The public, which has not been trained to restyle its home, has been trained to buy new cars regularly. The result has been plenty of money for cars and plenty of profit for automotive dealers. There has also been an un- pleasant odor surrounding recent auto- motive retailer operations which has forced them to keep advertising. The non- availability of new cars began to ease toward the end of 1948, Kaiser-Frazer dealers began a more aggressive sales cam- paign. AH this has resulted in automotive dealers leading all retailing on the air as the year came to a close. It's no accident, either, that 13% of all the firms listed by the National Association of Broadcasters as sharing the costs of retail advertising were automotive firms. Only home fur- nishings with 17% and household appli- ances with 14% were represented in the NAB retail-cooperative advertising report as being ahead of the automotive field. Despite a large number of firms which indicate a willingness to share in the retail radio advertising costs, only a few home furnishing retailers are currently on the air. As indicated previously, Sandage's report, based on 1942 data, listed them as number one among retail advertisers. A number of home furnishing dealers explain their current relatively limited use How IK«»i;iil«»rs I s<'«l Air in IJM2 according to C. H. Sandage Type % Furniture & office supplies 13.2 Department stores 11.3 Men's wear 9.5 Jewelry 9.1 General mdse 6.2 Hardware, appliances, lumber 5.3 Shoes 4.8 Automotive 4.6 Drugs 4.6 Women's wear 4.3 Family clothing 4.1 Food and eating and drinking places 4.1 Furriers 3.3 Survey made by Sandage as Visiting Professor at Harvard Graduate School of Business. 32 How Retailers Used Air in 1948 according to SPONSOR survey Type Automotive Department stores Grocers Personal services Men's wear Financial Appliances Hotels and restaurants Jewelry Women's wear /o Type 14.4 Bakeries 3.4 8.9 Builders and bt ildin 3 supp ies 3.4 8.5 Entertainment 3.1 8 4 Feed and grain 2.0 7.3 Radio and TV Drugs 2.0 1.5 7.0 Drug stores 1.5 6.7 Flowers, etc. 1.5 4.6 Soft drinks 1.03 4.2 Home furnishin 9S 1.03 3.7 Paints and varnishes .9 SPONSOR •|iorl«»«l lor l Im» first I iinc of the medium by pointing out that while their sources of supply indicate a willing- ness to share in the costs of advertising, the retailer isn't obtaining enough of any one manufacturer's product to justify advertising it. "We'll begin to spend money for radio and more for advertising on television," explained one midwest home furnishing store, "when we have the product to sell and the public stops being car crazy. We're spending a good deal of money now but it's for household appliances (refriger- ators, radios, television receivers, and elec- trical equipment). Household appliance retailers are seventh in rank order among the dealers using broadcast advertising and many home furnishing stores are in- cluded among appliance dealers. Sandage combined hardware, household appliances, and lumber in his index and still reported the combination only 5.3% of all retail users of the medium. Spon- sor's index gives appliances 6.7% of all retail broadcast advertising users. As indicated previously 14% of all manufac- turers, who are willing to contribute (based on NAB's sample) to their dealers' broadcast advertising, are currently house- hold appliance manufacturers. If radio (2% of retail advertisers) were added to the household appliance group (6.7%) it would make the combination third among retailers using the air. NAB's report shows 8.7% of manufac- turers' sharing costs of air time are radio companies. If radio were combined with household appliances in the NAB list it would place the radio-appliance group first with 22.7% among firms permitting dealer-cooperative advertising. Retail advertising and selling of drugs have declined to a new low. More and more the manufacturer is required to pre- sell his product. While in 1942, 4.6' , ol the retailers on the air were drug stores, in sponsor's current sample only 1.5% are. For the most part it is only the big chain operations such as Rexall, Owl, and Sun (Please turn to page 60) 17 JANUARY 1949 ting IWtoTot Icnqlh .» Cneckirxj ^,r '' S- Checking Heel 10 Rill Length 6-Chr- ,1, modern X Ray equipment. department stores second \ ' WW* i •/IJTA . -SELLS SERVES .' ; .SATISFIES 5J0 ON YOUR DIAL groceries third fgg$£M*£$S3ri »\ iii **■ m9.- "K. Based upon the number of programs and an- nouncements placed by sponsors on TV sta- tions and indexed by Rorabaugh Report on Television Advertising. Business placed for month of July 1948 is used for each base BREAKDOWN OF TV BUSINESS BY Because of a change in publication date of TV Trends, two months' figures are included in this report (November and December). In sponsor's constant sample of 10 cities, 15 stations, Network business was up in November and slightly off in December. In the constant base"National & Regional Selective" category and the complete Selective Index, advertising placement increased both months. Greatest increases are still being registered in local-retail category with business jumps continuing to be amazing both in the total and constant base placement. In local-retail the retailers placing the most business are still Radio, TV, and Appliance dealers. On the networks, Soaps & Toiletries which have lagged behind, except during October, have dropped again. Tobacco dominated the TV network field in December. In National and Regional Selective placement, Jewelry led the parade in December as might be expected. With 35% of the total TV advertising in this category, it placed a bigger share of business than any one industry in either Network, Local-retail or Selective. CATEGORIES "TOTAL'' AND TEN-CITY TRENDS JUNE JULY 1UG SEP! OCT NOV DEC MN FEI MM »fl Mir BIG THINGS are NOW in WORK for CKLW ut u* DETROIT a^ We'te QoiMXj, SQ |- -IN *49- Watch for announcement! This Greater Voice, fostering Good Will on both sides of the border, will give the Detroit Area's best radio buy a selling wallop beyond duplication in this market! CKLW Guardian Bldg., Detroit 26 Adam J. Young, Jr., Inc., Nafl Rep. J. E. Campeau, President H. N. Stovin & Co., Canadian Rep. 17 JANUARY 1949 35 PART EIGHT OF SERIES I! WW j Agem«v l»n»,i(!( ;isi williin own a»«'iu-> \ radio din-dor is without honor in his own organization There is no section within an a; radio deparl ment thai works like the The radio director is the onlj executive in an agencj who lias lo f ■ . "Music, "the sage Longfellow remarked, "is the universal language of mankind. And good music, programmed always over WQXR and WQXR-FM, is the language that keeps more than half a million New York families constantly tuned to these stations. So constantly, indeed, no other station can reach them so effectively. These families love good things as they love good music . . . and can afford to buy them, too. Advertisers regard them as the most inviting seg- ment of this biggest and richest of all markets. Whatever language you speak ...may we help you speak it more prof- itably through music? \ \J AND WQXR-FM RADIO STATIONS OF THE NEW YORK TIMES BOOSTING THE SPONSOR (Continued from page 23) be famous. The promotional tie-in comes easily. Every week, table cards are placed on the tables of the restaurant whose chef has been selected. The cards plug the show, and give the time and TV channel on which the show can be seen. Since the show uses 52 chefs in a year's time, there is an ever-growing number of better-class diners whose attention is directed to the show. A. S. Beck gets a viewing boost from this, and from other Daily News-WPIX promotions such as the tie-in with Stern's department store windows featuring Fashions on a Budget hats (the Beck portion), Hick's confec- tionery stores' window displays, Miss Swanson's appearance at fashion shows, a TWA flight to Paris for a look-see at new fashions, and a continuing series of ap- pearances of the show's star at various fashion and social functions. In nearly every case, the event is plugged well in advance in the 2,500,000-circulation News. Some stations have found that air "bill- boarding" of a sponsor's show increases the over-all effectiveness of the program, while affording the station a convenient and low-cost method of promoting spon- sored TV programs. "Billboarding" is TV's equivalent of courtesy broadcast announcements. Virtually every com- mercial program that has appeared on Cleveland's WEWS has been billboarded. The WEWS billboarding formula con- sists usually of 2-by-2 slides, sometimes with 35 mm film strips. Such billboarding is self-explanatory for the most part, and a recorded musical backing is enough to supply the audio portion. It is probably the quickest form of TV program promo- tion to get under way. It uses TV to sell TV. The WEWS sales department will sign an advertiser, and in an hour or two the- station's art staff will have the cards in the works. The cards are used "live" on easels for the first day (usually that same evening) and later turned over to the station's film lab where slides, or 16 mm and 55 mm film strips are made. From WEWS' viewpoint, the promotion is doubly effective. It gives a quick pro- motional push to new sponsored shows, and makes advertisers aware (sometimes when the advertiser is relaxing at home the evening of the day he signed his con- tract) of the fact that the station is inter- ested in doing more than just selling him time or a program. Among the commercial shows thus pro- moted on WEWS are Philco's Touchdou)] series, Standard Oil Co oi Ohio's Tele- vision Tryouts, Li/e-NBC convention coverage, General Electric's local sponsor- ship of baseball events, RCA's Laugh With the Ladies, and Kaiser-Frazer's elec- tion-night telecasts. For each of these sponsors, WEWS' relatively inexpensive billboarding, backed by newspaper pro- motions in the Scripps-Howard papers and local merchandising tie-ins produced greater audiences — with no cost to the advertiser. The tie-in promotions of WPIX and the "house ad" promotions of WEWS are not unique. They are merely representative of the type of continuous promotion done by stations like WFIL-TV and WCAU- TV in Philadelphia, WBKB and WGN- TV in Chicago, KFI-TV and KTLA in Hollywood, KDYL-TV in Salt Lake City, WBEN-TV in Buffalo, and KSTP-TV in Minneapolis. Salt Lake City's KDYL-TV recently ran a promotion for the Anderson Jewelry Company, a local merchant, that is typical of top sponsor-station promotional tie-ins which produce greater viewing for both. KDYL-TV telecast a display of $2,500,000 worth of Harry Winston's famous diamonds in a two-hour pickup. The promotional campaign was a real ballyhoo operation, with tie-ins arranged with newspapers, the Junior Chamber of Commerce Fall fashion show, and with the sponsor. Nearly 100,000 people were brought downtown in Salt Lake City for the event, and some 26,000 passed through Anderson's during the two-hour show. The sponsor received extra promo- tion in the form of a special KDYL-TV Man on the Street show outside the store, where the extra crowds became part of another show, which had the sponsor's own store for a backdrop. In Buffalo, the Danahy-Faxon Nu-Way Markets received a similar promotional backing from station WBEN-TV with the two-time telecast of the Nu-Way Free Cooking School. The Buffalo Evening News, which owns the TV station, went all-out in its efforts. The event was fea- tured in the daily TV column, on the front page with special feature stories, plugged in truck signs on the paper's delivery trucks, and included in the station's con- tinuous direct-mail promotions to dealers, set-owners, and proprietors of public places with sets. Danahy-Faxon put up a tent in down- town Buffalo to house the event, and WBEN-TV program personnel helped to create the carnival atmosphere for the cooking lessons conducted by Katherine Stafford. Sets were installed by WBEN- TV in nearby Nu-Way stores, and thous- (Please turn to fiage tnh 40 SPONSOR I f .... a 15-minute show, ova liable 5 times weekly The listener is in your lap when "MIKE MYS- TERIES" are on the air- Music, mystery and ^meet in !5 minutes of action-packed sus- pense, aimed at riveting interest ,n every «o d - .» a I ane-Worth "Network-Laimrt pverv minute. A Lang "uu m seal show incorporatingafast-movmgmy* g,mmick by Hollywood's ace wr.ter, Howard ^•^'rMVSTE^S-showspothghts a caosule-s.zed crime. For the solution, your lts- ;ner are nvited to match w,ts with Homicde^ Evans Bu, they don't learn Muni, unt,l hey fnow Lseld - a Lang-Worth tw.st wuh a "Midas touch"! For further southing on the chill, thrill ^*» of "MIKE MYSTERIES", corner your rad.o sta tion or its representative. Lllt-IIMI [eature programs, inc. STEWW»YHAlt,H3W«t5™St.,HM,Y.rt1».H.Y. ...which is also 520 times LOCAL FARM RESEARCH (Continued from page 25) response to a station's programs can give a good idea of the coverage of a station for particular types of programs. But at best this is only stop-gap information. An outstanding exception to the general dearth of farm audience studies is the continuing surveys of Dr. F. L. Whan of the University of Wichita, Wichita, Kan. Whan's studies cover radio listening in Kansas since 1937 and in Iowa since 1938. His reports have attained wide prestige and acceptance in the industry. Analyses of the Whan studies reveal, with distinct regional variations, some important biases which influence differ- ences in rural and urban program prefer- ences. It is possible to apply the results of such analysis to Iowa and Kansas local programing in such a way as to strengthen periods devoted to programs of specifi- cally rural appeal. So definitely individual is the flavor of local rural preferences (as emphasized in previous articles in this series) that it would be dangerous to try to apply to other areas facts that may be largely peculiar to Kansas and Iowa. They are not representative of all farm areas. The general lack of farm audience data doesn't mean that a number of broad- casters haven't spent plenty of money digging out usable facts. To cite another example, Arthur B. Church, owner of the KMBC-KFRM team, re- cently followed up the early research that resulted originally in setting up the KFRM transmitter to radiate its signals throughout the heart of Kansas farm- lands. KFRM is a 5,000-watter, daytime only. It has long been his contention that technical considerations prevent ade- quate reception in many rural areas, and that residents of such areas lack a fair share of high quality programs. (The Federal Communications Commission has had under consideration for a con- siderable time proposals to authorize a group of "superpower" stations which would guarantee all rural areas top- notch programing and adequate signals.) Last September Mr. Church had Robert S. Conlan and Associates do a coinci- dental study of the KFRM general area comprising 82 counties in the heart of Kansas. The cities of Hutchinson and Wichita, Kansas, were excluded. Five neighboring Oklahoma and four Ne- braska counties weie included. KFRM's only serious rival in the survey area was KFBI, Wichita (another 5,000-watter), with KFRM consistently having the better of it. Mr. Church is known as a commercial broadcaster with ideals. But he deserves much credit «from adver- tisers for spending his coin in research to demonstrate how improved programing and better signals affect listening. Telephone coincidental studies over several years in rural areas by the St. Louis market, opinion, and radio research firm of Edward G. Doody and Company reveal an amazingly consistent pattern of what might be called "technical consider- ations" in the dominance of certain sta- tions in both their rural and urban coverage. The studies have covered areas from the northern boundary of Kentucky to the southern end of Minnesota. In all cases, without regard for program types or net- work affiliation, specific stations serving rural areas have dominated their terri- tories. Of a number of variables the most im- portant uncovered by Doody 's analysis of his data are station power, nearness of a receiver to station (closely related to power), and effective promotion by the station. In each Doody rural study one or more of these variables was present for the station leading the area. Other important variables revealed by Doody's analysis are proximity to a net- work outlet, and competition of several network outlets in the same area. Pro- gram appeal does count also but to an amazing degree less than technical factors. KMOX, St. Louis, is the most powerful in the St. Louis market (50,000 watts) and also the most well known. In a recent study covering a 30-county spread around the city and county of St. Louis, KMOX led in 32 of the 40 quarter-hour periods. KXOK (5,000watts) in the same study had seven first and 29 second places. KXOK has done a fine job of promotion in the last few years. A second recent study found WTAD (1,000 watts) ranking first in the nine counties around Quincy, 111., as well as in Quincy proper. It took first in nine out of ten hourly-rated periods. This, according to the general pattern emerging from Doody's studies, would be expected be- cause WTAD is the only network outlet A FIRST IN THE /? QUAD \ZMce4- DAVENPORT, ROCK ISLAND, MOLINE, EAST MOLINE AM 5,000 W M20 Kc. FM 47 Kw. 103.7 Mc. TV C.P. 22.9 Kw. vijuol and aural, Channel 5 Basic Affiliate of NBC, the No. 1 Network WOC advertisers reach the biggesc and richest industrial center between Chicago and Omaha, Minneapolis and St. Louis get extra coverage of the prosperous Iowa-Illinois farm- ing area on WOC-FM without addi- tional cost With complete duplica- tion both stations deliver the entire NBC Network schedule and local programs to this rich farming area. Col. B. i. Palmer, President Ernie Sanders, Manager DAVENPORT, IOWA FREE & PETERS, INC., National Representatives 17 JANUARY 1949 43 in the immediate area, as well as the most powerful local outlet. WHO, Des Moines (50,000 watts), had one first place and eight seconds, in the same study. KHMO, Hannibal, Mo. (250 watts), dominated its home town and county, just below Quincy. In the nine-county region adjacent to Mason City, Iowa, a third recent study showed KGLO (5,000 watts) first in nine out of ten hourly ratings. WHO, Des Moines, again came in for one first and seven second places. KGLO, Mason City, was dwarfed here as in the Quincy and St. Louis areas. These are typical examples of studies which show the dominance of one station over others in which the previously men- tioned technical factors are involved. Doody suggests the tentative conclu- sion that program appeal accounts for a certain degree of individual audience preference, but that general station dom- inance is the primary audience builder — whether through power, promotion, net- work affiliation, or the fact it is the only station in the area. Still, the findings of the A. C. Nielsen Company (reproduced in the table ac- companying this story), showing strong overall variations in program preferences between urban and rural listeners, suggest that where similar biases are emphasized and exploited through promotion, a sta- tion may greatly strengthen rural audi- ences to certain programs. Just that, as a matter of fact, has been accomplished by numbers of stations (see sponsor for December and 3 January). To test the effectiveness of such pro- gram development, however, calls for qualitative research into program atti- tudes and preferences. When the International Harvester Co. studied the rural appeal of their CBS pro- gram Harvest oj Stars, they not only set up the study to find how the show was being received among their prospects, but how by further specialized programing they might broaden the show's appeal so as to attract more listeners from among their prospects. These studies, carried out by the radio research department of the Harvester agency, McCann-Erickson, use the Laz- arsfeld-Stanton Program Analyser and its associated techniques. Similar mechanical devices and psychological methods are employed by other agencies, and also by a number of independent research organi- zations. Of course the fact that Harvest of Stars is a network program makes a difference. Qualitative program analysis is an expen- sive type of research; only a few stations have ever utilized it. It will actually take both quantitative and qualitative check-ups to uncover the full weaknesses of much that is hopefully labeled "farm programing" — and also to show just how sound and effective is other programing under the same label. There's no reason to doubt, however, that ways will be found to furnish the necessary facts at a reasonable cost — when farm advertisers wake up to what they're miss- ing without them. The farm market is too big today to be given the short shrift that research has handed it during the past decade. Since it can now be served by national advertisers at a profit, re- search is bound to be called in to uncover how to sell it effectively. * * * 'Just ask your Raymer representative DIRECTORS' LAMENT (Continued from page 37) programs on the air. Most showcased programs are the property of the net- works. You can count on your fingers the showcased programs that are presented for agencies, and you won't require more than one hand to count them. "While it's true," commented this radio director, "that radio is a declining adver- tising medium and television is going to take its place as a major medium, the T day is many years away. Since we are going to have to split budgets between radio and television, we more than ever require major showcasing in both forms of broadcast advertising. I think that the networks and independent stations should face the problem now, before clients be- come disturbed about gambling in both sound and sight on the air." "There's too much publicit) about the fortunes radio's stars collect," laments one radio director of an agency majoring in daytime serials. "The result is that our , Ik :nts have the idea that we pay everyone more than tlu\'iv worth. Most of our talent gets less than $500 a week for five shows and even our 'stars' seldom exceed $750 per program each week. There are few programs day or night on the air paying stars much more than the) are worth, but you'd never believe that it you read the dailj press and the trade papers i il advei t ising. As long as performers de- 44 SPONSOR EASTERN Sales Manager WESTERN Sales Manager Wythe Walker Tracy Moore 551 -5th Avenue, New York City 6381 Hollywood Blvd., Hollywood, Calif. clearest 16% Clearer It 5. 1 / ■ v. r ] \ y // / J K J if '■■> .'' $ / • • -i : t *j i j&fi* i ft / 3 / Hi WNBT The face on the living-room screen is 16% clearer on II VBT than on the next besl New York station ... and WNBT is setting the standard of technical reception fur all the other stations of the NBC Television Network. >* .j - 9 c J ■ ■ -; xw y •k < '- 1 '} t * i n \ \ ■■ \ 4 "i.-..-^.v..- rechnica] superiority multiplies viewers . . . and the audience to NBC. For viewers' preference see page 51. For the margin of advertisers' preference see NBC in ( lomparagraph. SUNDAY MONDAY pm TUESDAY WEDNESDAY THURSDAY pm FRIDAY SATURDAY RBI CBS m°."„, (1BC BBC CBS A nBC '; RBI (BS A (1B( | RBC IBS ,„„"„, nBC | RB( IBS A nB( . IL^^HJLU ^Cii^M_LLlJ LlJ.^Lfti^I.E^^HjJ^'fl 1^» EAST February 1949 Radio Comporagroph In next istue 4:15 4:30 4:45 -5- 5:15 5:30 5:45 -B- 6:15 6:30 6:45 -7- 7:15 7:30 SSS SPONSORS • 1 x-ttr- *«-* ..,0,..,, ,.: :. ^'tragSaftrisg »X«- coMTAiuewm ... -.<..— v •.*■«> » H" |g 6:15 6:30 6:45 -7- 7:15 •&■„ *x« bh^tw w l«pn s G^.i-flw-J,'.. M ,;""^ 5.n,.~, . .31. - - ,.,;., Bgs ■«• BgS L.,,,;.„ «as u^rwp '■"/■ "ST Sri£3r Sir j££ 3; :s; *** ".V"- tob IM MHnnl as &■ !ji£ :■■ «?., -sgr' ";:..■:' £■• sfe "^r,» ■:•:" & ,c%„ "B? fe "*?■ .gj, E IVS.I. -;•:? *•"?:- Sl£" « ««£ £ ES -••■- L^SiliW w '■«£ ' '';':'. iHr S 15^ £ - 7:45 -B- 8:15 8:30 8:45 -B- 9:15 9:30 9:45 -10- 10:15 10:30 10:45 -11- as ™ -*==- & Si '£ 22; ESter s . /■it. ru£ £ 'Me- s i i -B- 8:15 8:30 8:45 -3- 9:15 § ,,,,. :fS:" £ is:: c"™S.n C.-.l -M^ <=•"-'"";„ ="-'"",;„ iEfkf? t< !»;: to.. Sod.. . "^,K Ownil*l „■:';.. s 3& *„£., 'Is •ft. sr!s2 •':■-. -"& "*:. M1W .«.- ""*' """in •£-,„ Gta ICaV S^ u.i£.in fts: '['?.' ■&„ fiv. #• ?:: s :«;: «- is- F 11 "*ih, "Tfc" "*'•",» 1 :&„ a ss5sk ™»„ i-S1' •s- IffH' 11 %•,, ""4r;, ,::-. ■e- .;■;.■: •%•„ "tfey" 9:45 "!?„ S^Cr | :s:: •.".El S;; "€• ,«£,». ^ 10:15 a, A EStt™ s '.is:; "51 "'.":"' Sft^k Sw,. :s;: PH" 1 'if: 10:45 -11- ._ .,......, MIDWEST February 1949 Radio Comparagraph in next issue SUNDAY MONDAY pm TUESDAY WEDNESDAY THURSDAY pm FRIDAY SATURDAY -4-1 4:15 4:30 4:45 -4-i 4:15 4:30 4:45 -s- ..■■ "!§f -a-1 5:15 5:30 5:45 -B- 6:15 6:30 6:45 -7- 7.15 7:30 7:45 -B- 8:15 aT L1C ■si- •aSa -;;;:.:' ,.,... - '-;.'.:•' -.;:'.■. ,,,,,. "'. s™ t" *•£"" •& aEt tg •cr : • Z, N.«.«l :•:,; g »™ «s »*' * Nh T£ ";"."•• "s? Jg. IF' "i? -7- W ■::,..:• ck area state a three to one preference for NBC over the second ranking station.* With a lead like this, it's no wonder that four times as main network advertisers are on NBC Television as on any other network. '•Complete details on request THE NATIONAL BROADCASTING COMPANY A service of Hrnlio ( .orporafion of America Mr. Sponsor asks... "(There is a place in national selective cam- paigns for both live and e.t. breaks and an- nouncements. What should be the determining factors in the use of each?" James B. Melick Genera/ Sales Manager American Maize-Products Company, N. Y. The I' irked Panel answers Mr. Meliek This question is one that leads to easy generaliza- tions. The answer to whether live or e.t. campaigns are belter for the na- tional selective ad- vertiser depends primarily on the type of campaign being planned, and what that campaign must accomplish. Certain basic points should guide al- most any advertiser in making a choice between live and e.t. /. What is the nature of the product? Even advertisers who make more than one product find that the best way to sell one of them may be with live copy, and to sell the other e.t.'s are necessary. If the copy points to be gotten over to the listeners are many, and must be delivered ir a consistent manner, e.t.'s are probably the answer. If they are few, and depend largely on the individual local personality (Hi, Jinx!, Mary Margaret McBride, etc.) the answer may be live copy. 2. Is the selling to be done via programs or station breaks? Live copy harmonizes better, on the whole, with live shows, although there are exceptions (such as VVNBC's Bob Smith Show where e.t.'s are integrated through musical introductions). With station breaks, it is not always possible to tell in advance if the announcer will suit the live copy, hence e.t.'s are usually the rule. 3. Are there any "variables" in the radio selling techniques? Some advertisers have found that their best selective results have been produced by service-type announcements (time, weather, etc.). Others use holiday, sea- sonal, or some form of local tie-ins. Bulova Watch has built an extremely suc- cessful business around live (for the most part) announcements which feature time and holiday variables. On the other hand, Pepsi-Cola, not concerned with this factor, sticks to its famous e.t. jingles. It is well to bear in mind that the costs of making e.t.'s to meet every possible vari- able in service announcements would be prohibitive. Let me summarize my answer to your question this way. The advertiser choos- ing between live copy and e.t.'s should first review his radio selling approach. The answer should then be fairly obvious. James M. Gaines Director of 0&0 Stations NBC, New York There is plenty of room in broad- casting for both live and e.t. cam- paigns. But the answer to your question boils down to this. Straight live copy does a straight job. E. t . an- nouncements can often do much more. Some advertisers sell their product on the basis of immediate need, as for ex- ample cold remedies. Such an advertiser may be better off with live copy, although e.t.'s can be made in advance to cover most of the obvious tie-ins with weather, storm, and other conditions. Many ad- vertisers use local shows where the voice doing the commercials is a local person- ality. An advertiser who buys programs on the basis of personality can work com- mercials into such a show as an integral part of the whole. We do that with our own show, Start the Day With a Smile, on New York's WMGM. The great majority of national selective advertisers get the greatest results for their advertising dollar when they con- duct their campaign on an e.t. basis. E.t.'s have more polish, and can be done with fancier production than the average local station can afford. When timebuy- ing is done on the basis of the time and not the personality, this becomes a matter of great importance. The advertiser knows that the quality of his announcements will be consistent in all markets, and not dependent upon the mood, ability, physi- cal condition (night announcers get tired, you know), and attitude of the local an- nouncer. True, it costs more to make a good e.t. than to send live copy to a local station. The results in most cases will more than justify this cost. A good jingle, or a good dramatic-type spot, can do a real selling job. Some jingles get a continuing "free play" when kids and housewives go around humming them all day. There are lots of instances of cases where the jingles have caught on so well that the campaign produces more results than even the best agency or spon- sor estimates. Few listeners mind being sold something when they are being enter- tained at the same time. Lanny and Ginger Grey Radio productions and jingles New York 5? SPONSOR T" The main ad- vantage of a live spot campaign is, I believe, econ- omy. You get an announcer for free with your time purchases. You save the money you might have put into singers, musicians, a sound effects man, actors, and so on. In addition, you save the cost of studios, masters, pressings, and postage. You can also revise your campaign quickly — in fact, overnight — as well as inexpensively, to accommodate seasonal, weather, and price changes. All you have to do is mail (or wire) out new copy, whereas it takes at least ten days to get new pressings made and shipped. But of course live copy also has its dis- advantages. You never know who's going to deliver your copy or how he'll do it. He may turn out to be a cousin of Mortimer Snerd. You can't make use of music or dramatized announcements or sound effects. You've got to use straight, one-announcer copy — period! You'll also find you get fewer words in your live an- nouncements because many stations, when selling live announcements, put word limits on them that are far below what you can get in easily if you were to record your copy. For example — a live chainbreak is often 25 words in length — but you'll find it easy to get 35 words into a recorded 15-second announcement. Those extra 10 words come in mighty handy! Remember, too, it requires a re- cording session to tum out another Chiquita Banana or a Willie the Kool Penguin, or a Bromo-Seltzer train. So if you do need live copy for quick changes, and want to use devices which can only be done via transcription, how about using recordings and making them openend? Bob Foreman Radio and Television Commercials BBD&O, New York A decision could be based on one simple applica- tion. A national advertiser either needs a local per- sonality or he doesn't. If he A kkr doesn't, ^ scribed spot that can employ sound effects, vocal groups, name personalities, and dramatics can be more effective. "Drop dead/' one of his listeners wired Like most election prognosticators, he had a slight touch of foot-in-mouth disease about the results. Some of his listeners supplied a variety of comments on his com- mentaries, the most unflattering of which he quoted on his first post-election broadcast. It's this combination of good sportsmanship and good showmanship that keeps ^he Fulton Lewis, Jr. program very much alive. For every listener who recommends his early demise, there, are a hundred who register violent approval . . . but whether they tell him to crawl back in the woodwork or nominate him for president, the) listen to his program night after night. Currently sponsored on more than 300 stations, the Fulton Lewis, Jr.. program commands a vast and loval audience. It affords local advertisers network prestige at local time cost, with pro-rated talent cost. Since there are more than 500 MBS stations, there may be an opening in your city. If you want a readv-made audience for a client lor yourself), investigate now. Check your local Mutual outlet -or the Co-operative Program Department. Mutual Broadcasting System, 1440 Broadway, NYC 18 ( or Tribune Tower, Chicago 11). 17 JANUARY 1949 53 North Carolina's Golden Triangle WINSTON- SALEM GREENSBORO HIGH POINT No. 1 Market IN THE SOUTH'S No. 1 STATE 288.700 People * $271. 683.000. Retail Sales $410,987,000. Buying Income * Copr. 1948, Sales Management Survey of Buying Power; further reproduction not licensed. Saturated by THE STATIONS MOST PEOPLE LISTEN TO MOST! (^ WINSTON-SALEM (J) THE JOURNAL-SENTINEL STATIONS Fatima's Basil Rathbone announcement campaign was extremely effective because it employed something that could not be produced locally — the unusual and atten- ; tion-getting voice of Mr. Rathbone. Lucky Strike's campaign of constant repetition depends on a mechanical repro- duct ion of either voice or music that can- \ not be produced by every station, used with the precise definition the agency might require. On the other hand, if the advertiser has the problem of reaching a specialized group and is anxious to have it go out and buy the product as quickly as possible, there is no more effective method than using a local personality who has de- veloped in his listeners a feeling of con- fidence in every product he, recommends. His personal seal of approval is a guaran- tee that, because his listeners have found satisfaction in their use of his previously mentioned products, they will also be happy with his latest recommendation. This personal relationship that has been established between a local personality and his audience cannot be improved upon with a transcribed announcement — or, at least, it hasn't been yet. William B. McGrath Managing Director Station WHDH, Boston DIRECTORS' LAMENT (Continued from page 44) liver listeners to advertising at a reason- able cost (and most names do that) ,what we pay them is immaterial." Few radio directors have printable laments about their clients. The tiny percentage, who can be persuaded to talk, wishes that clients would tell their agencies their objectives and then keep their hands off programs and commercials. "It's bad enough what most clients want done with their programs, but what they ask us to do with their commercials is beyond reporting. For years I have had to listen to clients (presidents, general managers, sales managers, advertising directors) who start off with the dis- claimer, 'of course I know absolutel) nothing about radio but I'm certain that il you changed . . .'. With this prelude they remake the commercial and dig a In »le six feet deep in which to bury it. The great commercials that have been broad- cast have been the work of advertising agency men who were given a problem and solved it. Too many cooks ma) make trouble in the kitchen, but when you have too man) advertising executives t lu % drstioN productive broadcast adver- tising. Frankly I don't even believe in times a day direct from our studio in the City Room of The Newark News. WNJR is the only New Jersey station offering com plete national and local news coverage. Another exclusive availability on . . . the radio station of the Newark Evening News ReproenUd by: A VERY-KNODEL, INC. WNJR 91 Halsey St., Newark MArket 3-2700 BMI SIMPLE ARITHMETIC IN MUSIC LICENSING BMI LICENSEES Networks AM 1<896 TV A0 Short-Wave Canada TOTAL BMI — LICENSEES^2-510 You are'assured of complete coverage when you program BMI-licensed music As of January 10, 1949 BROADCAST MUSIC, INC. 580 FIFTH AVE., NEW YORK 19 NEW YORK • CHICAGO • HOLLYWOOD 54 SPONSOR our own 'plans board' routine. I've seen too many good advertising campaigns loused up in 'plans board' meetings." When radio directors put the broadcast advertising industr) on the scales they find a number of things wanting. They would like a central source to which they could turn for facts about broadcast ad- vertising. They think that BMB i Broad- cast Measurement Bureau) is a sizable advance over previous methods of ascer- taining station coverage and they hope that its expanded service will be a further help to them. "Coverage information isn't enough," says the radio director of a Boston adver- tising agency. "I would like to be able to turn to some bureau and be able to find the answer to what type of program the South or any part of the U. S. A. listens to most. I would like a source for sales effectiveness figures for broadcast adver- tising. I would like to know what has been done and what can be done to stimu- late retail and wholesale outlets to get behind a national broadcast campaign. 1 know that you at sponsor are trying to report this information for us but when I need it I can't go through a number of back issues to find what I require. I want the information at my telephone tips. Besides it's hardly the job of a trade paper like yours to serve as an industry infor- mation clearing house. (Sponsor hopes in years to come to be able to give any advet' Using executive the information he requires in answer to a simple telephone call. We answer hundreds of calls a month now and do our best to serve sponsors and their agertcies. We admit that we have a long way to go before we become an industry clearing house but we are trying.) A radio director of an agency gets very little broadcast industry help in his daily job. As a matter of fact he stands very much alone both in his agency and in radio. "The radio director of a big agency is on the hot seat. Every new program his de- partment presents may become his exit door." Which is one reason why so few "new" commercial programs are heard. One top network man moving to an agency re- cently symbolized a great deal of radio director thinking. Said the ex-web man, "I'm not buying untried programs. I like my head out of a sling. Showcase them, if you want to do business with me." * * * The program laments of radio directors and the aches of program directors will be the subject of the last of SPONSOR'S "Lament" series. It will appear in the 31 January issue. •a Advertisers "I K V'TlVsurTly hZ \Zulated our sales partment. It surety nu* ,,.,,» in the Central New York area. John Murphy, Div. Sales Mgr. J ° c< F> Mueller Macaroni Co. ix SHARE OF AUDIENCE WFBL offers you the biggest ond best share of audience. Here's the record — C. E. HOOPER— TOP 20 STATIONS IN THE U.S.A. May-June June-July July August August-Sept. Sept. -Oct. Mornings 11th 9th 7th 8th 11th Afternoons 13th 11th 8th 5th AND IN SYRACUSE- May through October — 1st Mornings and Afternoons SUPERIOR PROGRAMMING & With 26 years of broadcasting experience, we at WFBt (enow the likes and dislikes of Central New York listeners . . . design our programs to attract loyal, faithful listeners. A full staff orchestra, soloists, veteran newsmen, a Farm Service Director and many other WFBL personalities contribute to the daily listening pleasure of the WFBL audience. WFBL person- alities have traveled 4,000 miles to appear before audiences totaling more than 40,000 throughout Central New York during the past two years. MERCHANDISING AND PROMOTION # Designed to help you sell your merchandise, WFBL's Promotion Department uses every means to promote your program and your product. Newspaper ads, car cards, displays, direct moil. Drug and Grocery merchandising papers ... all ore used effectively to sell merchandise for WFBL advertisers. TOP FACILITIES WFBL is proud of its new modern studios, Central New York's finest, most modern radio facilities. Available to all com- munity civic and fraternal groups, these modern studios are used daily by one or more groups. Area sales managers find the studios ideal for their sales meetings. Ask FREE & PETERS about Current availabilities on WFBL • WFBL-FN BASIC CBS IN SYRACUSE . . . THE NO. 1 STATION 17 JANUARY 1949 55 SUIT AND CLOAKERS (Continued from page 21) ville respectively. On 10 September there was a Des Moines opening. On 23 Sep- tember stores were opened in Minneapolis, St. Paul, and Oklahoma City. On 21 October, when Robert Hall opened a store in Wichita, Kansas, a letter came to the home office, saying, in part, "I was in your store yesterday, and the place was teem- ing with people. After two days of busi- ness here in Wichita, Robert Hall is an old established business." Robert Hall has 21 stores in New Eng- land (until August, 1948, known as Case Clothes), 19 in the New York metropol- itan area, ten in Chicago and a store in Milwaukee, Detroit, Houston, New Or- leans, Atlanta, Dallas, Fort Worth, Arkansas, Gary and Hammond, Indiana, and Tulsa i In Chicago, Robert Hall uses six sta- tions and in New York, WMCA and prac- tically every station from 930 kc. up. As a subsidiary of United Merchants and Manufacturers, Inc., with holdings of tex- tile mills, and finishing plants (has large foreign holdings, too), Robert Hall is theoretically in a strong position as the MBS • TSN KM AC -KISS Howard W. Davis, owner REPRESENTED NATIONALLY BY John E. Pearson Company merchandising end of a vertical operation, but Robert Hall still buys from 70 to 80% of all clothing it sells. It manufactures none of its women's clothing. Robert Hall's copy is slanted to reach the bargain basement consumer. It pushes its minimum overhead, the fact that its stores are in low rent areas, bare pipestem racks, bare walls, cash only, low mark-up, yet high quality workmanship and latest styles. Each commercial opens out of a 30-second jingle: When the values go up, up, up And the prices go down, down, down Robert Hall this season Will show you the reason Low overhead, low overhead! The commercial (changed every two months) that follows is in dramatic form, usually a conversation between two per- sons who manage, in the course of a high- lighted situation, to get across the base- ment note by telling about Robert Hall's low overhead — no elaborate store fronts, no show windows, no decorations inside, only row on row of pipe racks ^Hall's new twist of the tried-and-true "factory-to- you" pitch. Robert Hall is the supennarket chain of the clothing chains. Its stores have no show windows (glass brick takes the place of show windows) and the stores usually have a parking lot attached for the use of customers. The chain is estimated to be doing business at the rate of nearly $35,000,000 annually, and its bill for radio is the largest of all the chains — about $1,750,000 a year. Robert Hall's use of radio is the logical extension of Barney's — the independent, one store clothier who ran a hole-in-the- wall, one of the many small pull-them-in clothing stores that lined 7th Avenue, into an institution by means of dramatic radio copy. Barney's "Calling All Men! Call- ing All Men! To 7th Avenue and 17th Street!" is perhaps the best known com- mercial signature in selective radio. It was first used in 1934 during the Hauptman trial which WNEW, New York independent station, was covering intensively. Barney's commercials were spotted all through the trial reports, and his signature was heard by millions of listeners in the metropolitan area during the course of the trial— he is still using radio in New York City in the saturation. morn-'til-night, seven-days-a-week man- ner to the tune of $150,000 a year. Barney is the originator of the sensa- tional-commercial use of radio to saturate a market. Howard was the first clothing chain to 56 SPONSOR use co-op and programs, first to stress its programs beyond disk jockey and news shows. It spent over $300,000 in network co-ops on such programs as Howard Dandies on CBS from '29 to '31; Beau Brummel of Songs for two months in '32; Show of the Week from January '40 to April '41 and the Adventures of Bulldog Drummond for eight months of '41 and '42 — all half-hour shows. On WOR Soldiers of the Press (re- corded) was sponsored from 28 February 1943 to 17 November 1946. The show changed its name in August 1945 to One Man's Destiny. From 24 November 1946 to 12 October 1947 Special Assignment took over the same Sunday 12:30-12:45 p.m. spot. On 12 October 1947 to 15 February 1948, Melvin Elliot, news com- mentator, was sponsored. Howard used selective radio at the rate of $100,000 annually for 33^ years until the war and shortage of merchandise forced them to curtail their radio opera- tions. In 1947, Howard spent $50,000 on VVMCA for programs and announce- ments. Effective January 3 1 , Howard will spon- sor George Bryan s news show on WCBS, M-W-F, 11-11:10 p.m. Tab for the pro- gram will run to about $45,000 a year. Since April 1948 Howard has been sponsoring the boxing matches on tele- vision over WABD, a program which is costing the chain $100,000 a year. All its major commercials are on film and one- minute in length. For a while, Howard featured a Howard Clothes Man, a well-groomed model who was shown to the audience on film. Viewers were told that the model would appear at important social or sports events, and that the first person to recog- nize him would receive a suit of clothes, two shirts, three ties and three handker- chiefs. The promotion stunt worked all right for Howard's, but not so well for the model. He was so harassed by prize seekers that he threw over the job. Howard's advertising is a combination of price and fashion. Compared with Robert Hall's, it's straight. The 43 Howard stores are distributed mostly in the New York metropolitan aiea, as are Crawford's. Twenty-eight of their stores are in the New York metropolitan area, three in Chicago, three in Philadelphia, two in Boston, and one each in Worcester, Syracuse, Upper Darby and Providence. Howard's booming $31,780,406 in net sales for 1947 puts it in the Big Five of the retail chains. Bond is the colossus of the clothing chains — the largest manufacturer of men's and women's clothing in the country. Its net sales of $83,215,404 in 1947 far sur- pass those of its nearest competitors. Its Fifth Avenue store in New York and its Cincinnati store in the Terrace Plaza hotel (pictured in a Life magazine report) are perhaps the two most functionally modem large clothing stores in the country. Bond has 59 stores in 47 cities, coast-to- coast. It buys time on stations in ap- proximately 36 cities — the leading mar- kets in the country. Bond has been a steady user of selective radio, day after day, year after year. It uses only 50,000 watters, and as a rule only one station in each market. Musical clock programs are favored, but it uses a scattering of news programs. It never buys less than three times a week and shoots for nine. It uses marginal time, early a.m. or late p.m. Bond uses selective broadcast advertising because its greater flexibility enables it to hit the particular markets that it wants to hit at a particular time. Bond spends 3% of its net sales for ad- vertising, and about 30-40% of this bud- get in radio. In 1947 Bond spent close to $1,200,000 in radio and is currently spend- ing at about the same rate. Bond has plants in New Brunswick REPRESENTED BY: RADIO REPRESENTATIVES, INC. 17 JANUARY 1949 57 N. J., Buffalo, and Rochester, and its manufacturing capacity is enormous. Since 22 June 1948 Bond has been seeking to franchise 200 men's wear stores throughout the United States. These stores will become agents for Bond Clothing and will adapt Bond's price, promotion, credit and other operational details. Stores must be in cities or towns of at least 35,000 population. Bond is following a trend which many clothing chains have been pursuing since the 1930's, that of locating in higher rent areas with larger stores. Experience has shown that a good location with big unit volume does not add proportionate 1\ more per unit in overhead, and is a deliverer of larger profits. Robert Hall is the only giant chain that is turning back the clock in tli is respect by locating in low rent areas. Bond's radio selling is a combination of price and institutional. Commercials are straight, emphasis on price and value is restrained. The company doesn't indulge in price-cutting promotions — but it is pn> motion minded. It heralded its Fifth Avenue store opening, last fall, by giving away a $42.50 gabardine raincoat with every suit bought at that price- one to a customer. In December, Bond dropped six quarter-hour news shows on WOR. AoeAM.-K*toael, 9*tc. radio station representatives AFFILIATED WITH KOMA , OKLAHOMA CITY This was not a retrenchment on the part of the chain, but merely a signal that the programs had served the purpose of plugging the new Fifth Avenue store and pushing the new Fall line. Bond copy is slanted to give the impression of saving, without actually mentioning anything so blatant as a price slash. Richman Brothers, with net sales in 1947 of $38,140,000, has been using net- work and selective radio for the past 13 years. For the past eight years it has only used selective, and at present is using news and sports programs on a selective basis in 14 of its 55 markets. Most of it« packages are top franchises in the indi- vidual market, since Richman has been a consistent user of radio. The 65 stores are located in 55 cities, most of which are concentrated in the Middle West and East. Sales gains for Richman since 1939 have been somewhat larger than for the clothing industry as a whole. Their index for 1947 equals 233 (1939 equals 100). The basic appeal to the consumer is, "Richman Brothers Have the Values," because the company is organized to manufacture and sell on a volume-at-low- price basis and can afford to deliver qual- ity merchandise in quantity "direct from factory to you." Richman Brothers, like Bond and Howard, uses straight-selling, institutional copy. Prentis Clothes follows in the Barney* Robert Hall tradition of advertising. The small, eight-store chain, two in New York City and six in northern New Jersey, goes Barney's and Robert Hall one better. It not only dramatizes its operation, but personifies it in the fictitious character of Share-the-Wealth Prentis. Share-the- Wealth Prentis is an expansive, liberal, friendly personality who loves everybody and who wants to give a lot for a little. He personifies economy, and there's no end to the things he won't do for a cus- tomer. He explains that the customer at Prentis doesn't pay for crystal chandeliers, doesn't pay the middleman — Prentis manufactures its own clothes; and if you're short of cash, he'll even loan you money for the purchase which you can pay back, at no extra cost, in "tiny little pay- ments." Prentis, like Robert Hall, has turned its back on the trend toward larger stores in expensive areas. Its stores are located in out-of-the-way locations, decorations inside are plain, mostly pipe racks — it has two walk-up stores. The chain spends about $125,000 a year on three stations. It uses disk jockey shows on WNEW, New York, and WAAT, Newark. The chain's big program is the Bill Slater m.c.'d Sharc'thcAVedth Prentis give-away 58 SPONSOR An excerpt from a letter to Cleveland's Chief Station BILL O'NEIL, President WJW AJC Mfrwo/w CLEVELAND 5000 Went ask Jinn Hi in: & IV about the Havens & II iiiti\ STATIONS I IN RICHMOND WHBG -** WCOD-™ ■TII-TV First Stations in Virginia REPRESENTED NATIONALLY «Y HEAOLEYREED COMPANY show on WOR every Tuesday at 8:30 p.m. Prentis does over $3,500,000 a year net sales. Joe Cohen, president of the chain, has built his selling philosophy around the premise that the small chain or independ- ent must meet the saturation type of ad- vertising with sensationalism rather than institutionalism — smart promotion, not just advertising. All announcements on Prentis commercials are live. In a time when men's clothing sales fell 20%, Prentis moved ahead "shockingly sub- stantially." Ripley Clothes, a chain of 14 stores in Boston, New York, and Philadelphia, has been showing signs of becoming a steady user of radio. The chain uses radio in New York only, buying recorded music programs on WNEW, WINS, and all the station breaks on WLIB. Currently, the chain is sponsoring wrestling matches every Thursday night over WPIX. The manufacturing-retailer chain oper- ations will undoubtedly continue to grow through radio. The savings in large scale production and buying are patent. In- ventories in proportion to total sales can be kept low because centrally located warehouses enable efficient servicing of many outlets. The independent can still appeal to the consumer on the basis of fashion and service. Petway-Reavis Company, Nash- ville, Tennessee, never uses a price tag in its commercials, but sells the advice that men "should dress to suit the occasion" and bills itself as "Headquarters for Style- Conscious Men" — an approach (sug- gested by WLAC) that quadrupled the ; volume of business since 1936. In 1939 the independent retailers, in- cluding department stores, sold 77% of all men's clothing. Though that propor- tion has dwindled to about 70% , they still account for the bulk of retail sales. The average men's clothing retailer spends 41.3% of his budget in radio. The independent retailer is more flex- ible than the organized clothing chain, for he can shift to meet changing conditions with far greater ease than the manufac- turing retailer. Should unit sales con- tinue to drop, the manufacturing end of I the manufacturing retailer may be the end that will hold the chain up financially. Whatever economic exigencies bring to the clothing industry as a whole, and manufacturing-retail chains in particular, one factor remains. The retailer, be he large or small, has a proved heritage be- hind him, built up by daring and original merchants. He has learned even more than national advertisers and most other retailers, that consistent use of radio sells men. * * * Wg?^ THAN ANY OTHER RADIO STATION 1 OMAHA & Council Bluffs BASIC ABC 5000 WATTS Represented By EDWARD PETRY CO., INC. KOI! lion; says: "Star -Span gird Radio is a book to cheer about. Its dramatic account of radio and ils people during the war is replete with anecdotes and lustv humor. It makes everyone in show business proud to have been part of the Hig Show over there. Even Bing Crosby looks good." JUSTIN MILLER President of N.A.B. adds: "Star-Spangled Radio deserves wide readership not onlv for its account of American radios contribution during World War II hut also for its entertaining qualities. STAR SPANGLED RADIO by Edward M. kimn and J \IK W . II IRRIS $3.50 \t your bookstore or order direct from publisher ZIFF-DAVIS Publishing Co. !){."> North W abash Vvenue Chicago I. Illinois 17 JANUARY 1949 59 BOOSTING THE SPONSOR (Continued from page 40) ands of women shoppers flocked into the stores to view the TV show, afterward staj ing to shop for the groceries they had heard mentioned and seen demonstrated in the telecast. Not only was the show an outstanding telecast for the sponsor, but it also combined the best features of a pro- motional campaign for the station. The TV program promotion outlook for 1949 continues to show the bulk of such promotion being done by individual sta- tions. The major networks, many of them concerned with promoting their re- cent star losses (or gains) and scrambling around for AM business, do not consider TV program promotion current!) one of their major tasks. But already, some network officials are taking the cue from their affiliated and owned TV stations. They are learning that a sponsored show, properly promoted, means not only greater audiences and better impact for their advertiser's commercials, but a bettering of their over-all industry posi- tion. * * * SELLING FURNITURE (Continued from page 26) Quebec parish. During the tribute there was a brief description and a short history of the county. Later the salutes were de- voted each week to a different city in Canada. Thus to the listeners brought to the program because of the appeal of pood music well sung were added listeners who wanted to hear what the program had to say of their home parish or town. This promotion device, once adopted, has never been dropped. When it was de- cided in 1940 to change the character of the show to a talent opportunity hour, salutes to talent from different towns and parishes were substituted. The program traveled throughout the Province of Quebec with two road shows going con- stantly- and constantly selling the Living Room Furniture organization. The Chateau Theater, where the program originates, is sold out practically every Tuesday, the night of the broadcast, and generally hundreds are turned away. The success of the talent-hunt program is no accident. Between 1940 and 1948, 10,000 auditions were given to promising entertainers, over 700 of whom were heard on the show. For three successive years (1944, '45, '46) the Daoust Trophy (French-Canadian radio's Oscar) was won by En Chantant Dans Le Vivoir. Canadian listening indices indicate that it's the most popular evening 15-minute show Contestants are not limited to the Province of Quebec but have come from as far away as Winnipeg, Nova Scotia, and Edmundston, N. B., in fact from wherever French is spoken in the Provinces. Like the graduates of Major Bowes' program in the States, winners in En Chantant talent searches go on to become top entertainers. Both on the Canadian Broadcast Com- pany French network and on local French stations, entertainers who were first heard on this program are regularly featured. Feature singers in nightclubs throughout Quebec owe their first chance at fame if not fortune (talent salaries are not too bountiful in Canada) to the Living Room talent program. The importance of a talent showcase program as a commercial vehicle cannot be underestimated. When NBC looked for a program to hold Jack Benny's pro- gram it turned to Philip Morris' Horace Heidt's Original Youth Opportunity Hour, which for the first broadcast aid better than any other program has against Benny in many years. Jack Benny hit his highest rating of the 1948-1949 season, 27.8, while Horace Heidt's Hooperating was 1 1 .7. Finding real talent, properly presenting it, developing the habit of listening and continuously promoting the vehicle are certain ways to build a good commercial program. En Chantant has been on the air since 1940 in its present form. The success of the program is not questioned by U. S. furniture manufac- turers. What is asked is how the sponsor has been able successfully to market his product through the program. In U. S. there are very few national furniture lines. (Kroehler is one of the few.) The cost of shipping furniture thousands of miles makes it difficult for a furniture company to compete with locally built products. The Living Room Manufacturers in Canada haven't had to face this problem. The French-speaking population in Canada is a comparatively tight group centering in the Province of Quebec, al- though scattered also throughout the Eastern Provinces. Thus this furniture organization headed by Marcel Langelier hasn't had to worry about too high ship- ping charges. The program, being only 1 5 minutes long, hasn't been too expensive and it has a family following as most talent opportunity programs have. The French-Canadian is a homebody — and he buys his furniture from the sponsors of £>i Chantant. The sponsorship is an interesting ex- ample of fitting a program to the market of an advertiser and then promoting the show for all it's worth. * * * LOCAL ADVERTISERS (Continued from page 33) Ray that are broadcast-advertising minded. The drug stores that are on the air use a good deal of timj but there aren't too many of them using time. While department stores generally are still to be converted to using the broad- cast medium, they rank second among re- tail users of air time, just as they did in 1942. Though television is converting some department store diehards to the broadcast medium, most department store advertising executives are funda- mentally black-and-white men. They use what they know. Their broadcasting is frequently just "token" advertising. Important for national advertisers to note is that groceries, which in Sandage's report were included with eating and drinking places to attain a combined rank- ing of tenth (4.1% of all retail adver- tisers), are now third among users of the medium, being 8.9% of all retailers on the air. Growing importance of food stores using broadcast advertising is traceable to the increased percentage of the national income that is being spent for food. It is also traceable to the fact that so many of the food outlets no longer depend upon the sales personalities of the men behind the counter but are giant market (self- service) operations. Jewelers, who ranked fourth among re- tail advertisers in 1942, are ninth in 1948. In 1942 they represented 9.1% of all re- tailers using broadcast advertising. Dur- ing the past year they accounted for only 4.2% of all retail broadcast advertisers. It is not possible to use any index as 100% indicative of what a national adver- tiser's outlets think of broadcasting. Cooperative advertising allowances help in one case. They have no bearing in another. Men's clothing retailers are im- portant users of broadcast advertising (See Suit and Cloakers page 19). Never- theless, they rank next to the bottom of the list of manufacturers sharing adver- tising costs with their dealers (only 1.6% of all manufacturers in NAB's dealer- cooperative report). In 1942 men's wear ranked third (9.5%) among retailers on the air. In 1948 they ranked fifth (7.3%) among stores who sell via the air. No national advertiser can overlook the advertising his dealers use. He should not, however, be misled by unexplained figures or percentages. Sponsor prints its retail air advertising breakdown only to open the door to constructive thinking by national advertisers who haven't used this force to move their products. * * * 60 SPONSOR ■0, oM>. It's an old ^ ROMAN CUSTOM , . ♦ but not ours ! We like laurels as much as the Romans — hut not to rest on! Such laurels as the George Foster Peabody Award . . . the Advertising and Selling Gold Medal . . . and the citation of the National Council of English Teachers for "the program which did most to further listeners' understanding and ap- preciation of our literary heritage" ... to mention a few we've received . . . are an incentive for us to continue to bring good theatre to radio ... to make 1949 our most successful year. "THEATRE GUILD on the AIR'' Every Sunday Night -ABC network UNITED STATES STEEL STEEL 17 JANUARY 1949 61 SPONSOR SPEAKS Why Two TV Comparagraphs? It wasn't more than two years ago that a television network, any network, seemed a mirage despite all American Telephone and Telegraph Company promises of early opening dates for its coaxial cable. The mirage has become a fact. On 1 1 January, the East and Midwest were joined by coaxial cable (from Pittsburgh to Cleveland) and programs were pre- sented by not one but four TV chains over the cable. As though to mark this occasion the second issue of sponsor as a biweekly presents its first 4-network TV program Comparagraph. Unlike its regular radio 4'network program Com- paragraph, sponsor devotes one side of the fan-fold chart to an East and the other to a Midwest schedule, using Eastern Standard Time for one and Central Standard Time for the other. As yet the coaxial cable is one-way — from East to West. It will be several weeks before the coaxial cable becomes a two-way facility and permits the Midwest to feed programs to the East. The Midwest is naturally mother hen-ish about its TV creative ability. WBKB (Chicago) is a pioneer on the visual air and feels as do other Chicago TV stations that the Midwest has some- thing to offer America. They do not want to have Chicago become the step- child it is in radio. For the good of all broadcasting it were better that it never become just a TV way-station, a switch- ing point. There is a danger of this. There is more than an even chance that Holly- wood and New York will dominate the creative side of TV, just as they have grown to dominate the creative side of sound broadcasting. A sizable amount of dollar volume of commercial broadcasting originates in Chicago and the Midwest. Sponsors are therefore in a position to force the net- works not to ignore the Windy City. Broadway and Hollywood and Vine have dominated the entertainment world of America for a long time. That's because the rest of the U. S. has permitted this to happen. The greats of the theater, mo- tion picture world and radio were, for the most part, not born in New York or Hollywood. There's little reason why they have to entertain from there. If sponsors do nothing about it, the two coasts will dominate TV as they have all other forms of entertainment. sponsor in presenting two TV compara- graphs hopes to focus attention on the possibility of this dual monopoly con- tinuing. The Midwest deserves a chance. A "Different" Aid Much as it may disturb RCA stock- holders, broadcasting has had its greatest shot in the arm of the past decade. NBC, which for years has created none of its star programs, is now planning to com- pete with CBS in building entertainment and public service programs. Its loss of Jack Benny, Edgar Bergen and Charlie McCarthy, Amos W Andy, and the pending loss of perhaps two more of its top-rated programs is forcing NBC to prove that it's something more (cur- rently) than a fine facility for transmitting sponsored programs. Niles Trammell for years has done everything within his power to win the top programs to NBC. That he hasn't been able to compete in the capital-gains sweepstakes is no reflection on his manage- ment ability. There's no RCA stock- holder who is in the position of CBS' chairman of the board, William Paley, and who dominates CBS. Trammell therefore has never been in Paley 's posi- tion, able to do piactically what he wanted to without consent of the Board of Directors and leading stockholders. CBS has for years led the broad- casting parade, promotion wise. It has of more recent years built some very enter- taining programs. NBC didn't have to worry too much about promotion and with its commercial air virtually sold out, it had little time in which to build new personalities or programs. The situation is now changed. Just as WNBC, in order to fight WCBS and other New York outlets, became a personality under Jim Gaines (now head of NBC's owned and operated stations) just so must NBC prove that it's not 'sterile — promotion or programwise. And all broadcasting will profit. There'll be bigger audiences for sponsors, and radio will have an increased impact on the United States. Applause TV's Profit? There are few profits in television today. It's America's greatest red-ink advertising business. The profits, just as in the early days of radio, are almost entirel) in the home receiver manufactur- ing business and in the manufacturing ol TV appliances (lenses, antennas, carrying cases, etc.) A number of advertisers using the medium is finding it profitable. There is a greater number buying TV time (see 4-network Program Comparagraph and TV Trends in this issue) without any expectation of direct sales results at this stage of the art's development. They have joined station operators, program builders, and thousands of creative men, in making their contributions towards building, a new mass communications medium. Of course practically everyone in TV expects to collect upon television's pos- sibilities eventually. What sponsor wants to applaud is the American Way, the willingness of a people to gamble millions on the future of a business. It isn't only the station owners, the advertisers, and the agencies who are gambling. There are literally thousands (and there will be thousands more) of ordinary men and women, boys and girls, who are investing their time and dollars in the belief that TV is the great art and business of tomorrow. In no country in the world, besides the U. S., are so many willing to risk so much on the future. This is what has made the nation great. This is what will make TV great. 62 SPONSOR Listeners In Kansas City's Primary Trade Area VOTE FOR 1U KMBC-KFRM Icam The first Area Radio Study of The Kansas City Primary Trade Area shows The KMBC-KFRM Team far in the lead of all hroadcasters heard in the area. Made in the fall of 1948 by Conlan & Associates, this study is believed to be the largest coincidental survey of its kind ever conducted. Factual data from this survey of more than 100,000 calls is published in three books — The KMBC-KFRM Team Area Study (Kansas City Primary Trade Area), the KMBC Area Study, and the KFRM Area Study. These Area studies which cover 8 a.m. to 6:30 p.m. throughout one week, (KFRM is a daytime station) ending in early October, exclude the larger cities: both Kansas City's (Missouri and Kansas) St. Joseph, Topeka, Salina, Hutchinson and Wichita, surveys for all of which have been made by Conlan. The KMBC Area Study proves KMBC is the most listened to station (daytime) within an aver- age radius of slightly over 100 miles from Kan- sas City! The KFRM Area Study proves KFRM is the most listened to (daytime) station in Kansas within KFRM's half-millivolt contour! (KFRM is a day- time station.) KMBC Area Survey KFRM Area Surrey 17.1 12.5 KMBC-KFRM Team Area Survey Konsos City Primary Trade Area) 6.7 6.6 5.0 4.6 Station K A B C D E F Station K A B C D E F Station K A D C K D E F M M F R B BR M C CM These graphs illustrate the percentage of total audience of KMBC and KFRM, as de- termined by the Conlan survey, in comparison to the other leading stations of the area. There were 73 Kansas, 5 Oklahoma and 4 Nebraska counties included in the KFRM Area Survey, (Wichita, Salina, Hutchinson excluded) with a population of 1,011,- 750; all within KFRM's half-millivolt contour. In the KMBC Area Survey there were 61 counties, (Kan- sas City, Mo., Kansas City, Kansas, St. Joseph, Topeka ex- cluded) ; all within KMBC's half-millivolt daytime contour. In the KMBC-KFRM Area Survey for the Kansas City Primary Trade area, as defined by Dr. W. D. Bryant, now KMBC OF KANSAS CITY research director for the 10th Federal Reserve District, there were 135 counties, with a total population of 2,099,- 531; all counties being within the half-millivolt daytime contours of KMBC-KFRM. (Metropolitan areas named were excluded.) Only The KMBC-KFRM Team delivers complete cover- age of the great Kansas City Trade area! The KMBC- KFRM Team provides the most economical circulation an advertiser can buy to cover this huge, important trade area. Represented Nationally by FREE & PETERS, INC. KFR For Kansas Farm Coverage OWNED AND OPERATED BY MIDLAND BROADCASTING COMPANY 760 Attention Time Buyers and Advertising Managers: Talk about POWER AND RESULTS— one program pulled 1 7,1 29 letters at one o'clock in the morning. We would be glad to give you the particulars. Write to us. Pepreienled PETRY I THE GOODWILL STATION, INC. fisher bldg DETROIT A. RICHARDS Chairman of fh« Board FRANK E. MULLEN Pretidtnt ■ HARRY WISMI Attl. lo the Pr* OIT I ISMER r.lid.nt II JANUARY 1949 • $8.00 a Year TV results -p. 66 i, Why sponsors change programs — p. 19 NBC GtNB?ALrLIBRARY Once a year — p. 32 Commercials wilh a plus — p. 28 Mastery in the air combines experience, skill, initiative, and split-second timing. Who on the Virginia broadcast scene best epitomizes these qualities? Who but WMBG . . . first in Virginia to broadcast a commercial program, first to broadcast during the daylight hours, first to install a merchandising department, holder of many firsts. Who but WTVR ... the South's first television station, first in the nation to sign an NBC affiliated contract. Who but the Havens & Martin Stations, FIRST STATIONS OF VIRGINIA. WMBG am WTVR tv WCOD fm &//jj/ C//f///rj/.) ^/ y*/jy/»rW Havens and Martin Stations, Richmond 20, Va. John Blair & Company, National Representatives Affiliates of National Broadcasting Company TS... SPONSOR REPORTS.. RECEIVED FEB 1 1949 NBC GENERAL LIBRARy ..SPONSOR REPORT Advertisers, not stations, must save BMB Clear channel broad- casters start cutting farm programing Yankee Web plans call for decentraliz- ation Admiral TV show on two webs because of shared coaxial cable D-F-S again leads agencies using net- works Small agencies be- coming factor in TV placement 31 January 1949 It's up to advertisers and advertising agencies to force continuance of Broadcast Measurement Bureau surveys. Stations and networks that are paying bills are no longer sold on BMB research; and undercover hacking at Bureau is tremendous. If BMB is to be saved, it will have to be buyers, not sellers, of broadcast advertising who will have to be firemen. -SR- Many clear channel stations are quietly axing farm service broadcast programs. Policy decision is to leave this field to stations with major rural audiences. In New York, WNBC and WOR have cut early a.m. farm airings, and policy will be followed out by clear channel broadcasts in other metropolitan centers. -SR- Long term planning is in works at Yankee Network to revitalize owned and managed station operation. Change will be gradual but the "clear-everything-with-Boston" routine is on way out. Transit-radio and other expansion plans at local levels are important in future of Yankee, and local autonomy is essential. -SR- Admiral Corporation's "Broadway Revue" is being seen over two net- works, not because Admiral particularly wants to buy two stations in so many cities (8) , but because only by telecasting it on both NBC and DuMont is it possible for sponsor to network program. Coaxial cable is shared by two webs on Friday nights. -SR- Importance of daytime serial broadcasting is indicated by fact that in 1948 for 15th year Dancer-Fitzgerald-Sample, Inc., led the agencies using network time for clients. D-F-S billing was twice that of number 2 agency, J. Walter Thompson, which billed $10,399,023. If program costs were included in agency tabulation, rank order might change since daytime talent cost is low and night- time high. Latter frequently costs twice time fees. -SR- Small agencies, seldom a vital factor in national radio advertising, are emerging as important in TV. Firms like Jackson and Company (N.Y.) with number of home furnishing accounts are already placing more national selective TV business than radio. Jackson has Thibaut Wallpaper on six stations, with many more in view, and expects that TV is bound to change wallpaper and fabric advertising. SPONSOR, Volumes. No. 5. .{/ January 1949. Published every other Monday by SPONSOR Publications Inc. 32nd and Elm. Baltimore, Maryland, idvertising, Editorial. Circulation Offices III West .)!' Street. \eu ) orl I". \ .) . J8 a year in I ,S. x" elsewhere. Application for entry as se< ond class matter is pending. 31 JANUARY 1949 I REPORTS. . .SPONSOR RE PORTS. .. SPONSOR R' Consumer surveys desired by national advertisers Joske's rates third in NRDGA contest Network effectiveness changing Men still vital in consumer buying habits, says Crossley Westinghouse claims its stratovision commercially ready National advertisers reliance on surveys by local newspaper-radio stations on consumer preferences was recently indicated when Detroit News (WWJ, WWJ-TV) announced it would drop its consumer survey. Over 90% of members of ANA (Association of National Advertisers) "regretted" announcement. -SR- Although Joske's (San Antonio, Texas) was the test store in the NAB (National Association of Broadcasters) department store promotion, it ran third among department store sponsorship of "general family" programs, and third among sponsors of women's programs in recent NRDGA (National Retail Dry Goods Association) radio advertising competition. First in family classification was the Hecht Company (Washington, D.C.), while first in women's program group was Ed. Schuster of Milwaukee, Wise. Joske's also ran third in the farm program classification with first going to Guggenheimer' s of Lynch- berg, Va. -SR- How network effectiveness has changed in areas where all four webs can be heard with equal quality can best be attested by the 2-8 January Hooperating report. On Sunday afternoons (12-6 p.m.) Mutual averaged an 8.2 rating, 2.2 points ahead of second network (NBC) . In mornings, Monday through Friday, (8-12 a.m.) CBS averaged 2.6 points better than second web (ABC) , which had 4.3 average. In afternoons, Mondays through Fridays, NBC was 1.1 ahead of the second network, CBS, which rated 5.2. In total evening rating (Mondays through Sundays) CBS was leader with .3 of a point ahead of second placer, NBC, which averaged 11.2 for the course. NBC still leads on Tuesdays (15.1), Wednesdays (12.9), and Saturdays (11.1). ABC is first on Fridays (10.3) and a close second on Sundays and Wednesdays. -SR- Figures of a recent (1948) survey by Argosy (men's) magazine tend to offset surveys made on the buying importance of women. Men reported to Crossley (research) that they influenced buying of cars (91%), life insurance (85%), air conditioning (76%), television sets (75%), and movie cameras (74%) . Male surveyees admitted that they had little influence on buying of washing machines (24%) , vacuum cleaners (29%) , dish washers (29%) , and electric blankets (31%) . They reported however that, believe it or not, 3.3% owned electric blankets to 0.8% owning telvision receivers. FM set owners, in the 3,039 personally interviewed panel, represented 4.2%. -SR- Despite fact that no plane has been built especially for strato- vision transmission from high flying planes of television programs, Westinghouse engineers claim that their experiments in conjunction with Glenn Martin aircraft organization have proved that strato- vision is ready for commercial use. Feeling at Federal Communica- tions Commission does not go along with Westinghouse at this stage of development. SPONSOR out of radio listeners in the booming Magic Circle land live in KCMO's listening area... Talk about a bonus in listenership . . . you just can't beat KCMO's 50,000 watt coverage of Mid -America and Roger Babson's famous Magic Circle land! Three out of four . . . yes, three out of every four persons in the Magic Circle live in KCMO's listening area . . . based on mail response. That's a population of over 11,560,000 persons! Almost half this audience— 5,435,000— is inside KCMO's measured H-millivolt area (213 Mid-America counties). There's nothing small about that! To sell the Magic Circle's farm-and- factory-rich millions, center your selling on KCMO— Kansas City's most powerful station for Mid-America in the Magic Circle! 50,000 WATTS DAYTIME— Non-Directional 10,000 WATTS NIGHT— 810 kc. KCMO and KCFM . . . 94.9 Megacycles KANSAS CITY, MISSOURI Basic ABC for Mid -America ONE station ONE set of call letters ONE spot on the dial ONE rate card National Representative: JOHN E. PEARSON COMPANY •KCMO Listening Area Shaded area indicates KCMO mail response ounties (476 counties in 6 states). 31 JANUARY 1949 VOL 3 W>. S 31 ||NU» WW SPONSOR REPORTS 40 WEST 52ND ON THE HILL NEW AND RENEW MR. SPONSOR: DONALD DANFORTH P. S. WHY SPONSORS CHANGE PROGRAMS OHRBACHS TV RESEARCH BROADCASTING AND THE BROKER COMMERCIALS PLUS PROGRAM PRODUCERS' LAMENT ONCE A YEAR MR. SPONSOR ASKS SELECTIVE TRENDS 4-NETWORK PROGRAM COMPARAGRAPH 60 CONTESTS AND OFFERS 65 TV RESULTS 66 SPONSOR SPEAKS 70 APPLAUSE 70 Published even othei Mondaj by SPONSOR PUB- LICATIONS INC. Executive, Edito ial, and Uvei tisiiin Offices: 40 West ' SI reet, New N oi N. Y. Telephone: Plaza 3-6216. Chi.'..'-. "Hi., M ichiga ri Avenue, felephoni in :ial Publication Office : 8 !nd and Kim, Bal- timore, Md., Su1 United States .$8 ii 1 i i : iii Oi Printed in U. S. \. Ci 1949 SPONSOR PUBLICA- TIONS INC. i Norman K. Glenn, i I • i ii Glenn, Edi tor: Joseph M. Koehli ti Editoi I ( lharles Sinclai r. .1 e me Carr, Re- i : Stella Bri mi Vrl Dii ecto I : Direct i I Blum- ini hal. Ad' ■ 'l lepartmenl : M. II I • i ■ (Chicago Manager) Jerrj Glynn -1 1 . : (Lo An Scot! S Co., 148 S. Hill Duncai '"..Mills Bldg. Circulation Manager: Milton Ka < OVER I'M l i RE: Hai rj S. Trui i ujrura- tion a Pn rlenl ol I he i i new mile tone in 'I V hi tory. This is what lh<- • '■.•mghi a pa rade appn l review in; tntl 40 West 52nd CANCELLATION PROBLEM 1 have read with interest the recent "pro and con" letters on station pro- motion of commerical accounts, and was so impressed by the logic and reasonableness of Hal Davis" letter l December SPONSOR I that I saved it with the intention of quoting from it in one of my regular reports to sta- tion clients. Then one of the major soap com- panies suddenly cancelled a nation- wide selective campaign on the usual two weeks' notice. Undoubtedly the action was dictated by economic con- sideration which could not be dis- regarded and was in conformity with the best principles of successful con- sumer advertising. It hurt — but of course it couldn't be helped. But what about the promotional effort which had been requested of the stations? (Remember this was selec- tive— not network. I Dealer letters, essay contests, point-of-sale merchan- dising, extra courtesy announcements, jingle contests, studio interviews with district managers on feature programs such as the daily women's hour, Mer- chants on Parade, Shopper's Guide. etc. — all were involved. Could the momentum created by all this promotional effort be cut off on two weeks' notice? In response to station reports of such activity the client wrote glowing words of praise — letters of congratula- tion to staff members who participated in the promotion and formal compli- ments to station managers who organ- ized it. In some cases these encomiums, to- gether with special photographs of I > i < >< 1 1 1< 1 displays and contest winners, were published in the January issue of station newsletters and house organs which, as you know, have wide com- munitj circulation, ^i el the stations no longer have a broadcast order on the product. Furthermore, the) were given to understand that the campaign had been so successful thai il would be possible to open up new marki ts with the budget left over as a resull of the cancellation. Ii doesn't lake verj much imagina- tion to arrive .it the conclusion that perhaps the stations lost 1 1 1 < • i i sch( d- iiirs because the) did a good promo- i Please turn to page 36 > WITH WHBQ 56 FIRST ON YOUR RADIO in Memphis, Tennessee 5,000 WATTS 20 TIMES MORE POWERFUL /£? Million More listeners! Mr. Time Buyer: Here are the Vital Statistics * Population served by WHBQ — 2,544,500 • Retail Sales $132,251,500 £ Radio Homes 551,353 BMB and Sales Management Figures Write, Wire or Phone for Availabilities Represented by THE WALKER CO. CHICAGO'S OST POWERFUL COMBINATION! REPRESENTED NATIONALLY BY AVER Y-KN O DEL Candy Eating Off Although the candy industry passed the billion-dollar mark in 1948 I SI. 050,000,000 at wholesale figures), the con- sumption per capita, according to the Department of Com- merce, started tapering off during the year. This is reason win some candy manufacturers dropped their broadcast advertising schedules. However, candy industry is plan- ning concerted campaign to advertise candy eating both with "food" and "taste'" appeals. Three great candy firms, one of which has never used broadcast advertising, are con- sidering television campaigns at present and two will return to the air this Spring. Oil Available in Abundance As indicated in sponsor's Fall Facts edition last Summer, oil is in abundant siip|il\. and more and more money is being spent to advertise its availability. At the time of sponsor's exclusive forecast, oil was announced as being in light supply for Fall 1948, but the official oil industry state- ments have been proved incorrect. Only oil product still scarce is special fuel for fast-flying planes and new fuels being used to power secret war devices. Women's Clothing Up Towards End of 1948 Though Christmas was slow, the dress, suit, and coat in- dustry reported (Bureau of Census) that the third-quarter of 1948 showed an increase in women's outwear shipments from New York of 19%. This represented an increase of $122,000,000 over 1947. New York ships 70% of the na- tion's total of women's clothing. NAM to Go Commercial on Air The National Association of Manufacturers' decision to switch to commercial broadcasting is based upon fact that NAM feels it'll have to do some hard hitting at labor's requested fourth round of increases. Since labor will be - 1 r • - - 1 1 1 •_ ■ $I00-a-moiith pensions in addition to wage in- creases. Association feels thai it wouldn't be permitted to say anything it wanted to. on a sustaining program. There'll be no hold- haired <>n the new NAM program. War Taxes to be Fought Both labor and management will combine to light a nuni- bet "f taxes which wire placed during war to force reduc- tion of use of scarce items. These include railway travel, long distance telephone calls, theater seats, night club attendance, etc. Thus far, very little that's constructive has been done to get the war-inspired taxes reduced. Enter- tainment unions, railway's "Big Four," and even loosely organized telephone company employees, are now talking "going to the people," via broadcast advertising. Capitol Hill doesn't want to cut any taxes, knowing that if it does it will have to impose new ones to replace those repealed, and that means even more headaches than keeping the war- taxes on the books. Touring Industrial Shows Have Official O.K. Touring industrial shows like Westinghouse's March of Research, General Motors' New Products, and General Electric's untitled presentation, will have the blessing of official Washington. Congressmen and senators will try to attend openings in their local areas and in big metropolitan centers, personalities like ex-President Hoover (N.Y.) will attend presentation. Idea is that government wants indus- try to try some "sell," and will back all attempts to do it. When Does "Manufacturing" Start? Some department in Washington has to watch over con- sumer interests. Federal Trade Commission has acted the part for years, but is currently in the position of what constitutes a "manufactured product" and what is a "na- tural product." When problems like this present them- selves it's better that a clerk decide than a top commis- sioner. The clerk may be correct, and the decision affects the cost of living for everyone throughout the nation. Consumer vs. "Public" Interest Greatest problem in Washington is what's in the "consumer interest" and what's in the "public interest." On the sur- face, "consumer" and "public" are the same; in operation, there's a world of difference between them. "Consumer" means just what the name implies. "Public." on the other hand, includes the source, as well as the man who con- sumes. The larger concept unfortunatelv frequently does not include the smaller. Coal Selling a Problem Coal isn't being sold effectively, except by D&H (Delaware & Hudson) and Blue (D.L.&W.) coal companies. Result is that John L. Lewis is wondering if it wouldn't be good policy for his miners to do some selling and to prove to coal companies that they don't know their business. Two networks are considering bids by Lewis union on time purchase. Home Construction at High Construction is at a record high, despite fact that it isn't half of what it should be. Over one billion and a third was spent to build homes in December, bringing 1948 con- struction investment to $17,660,000,000. Half of what was spent, according to Department of Commerce, was trace- able to increased costs, but half was actual increase over a year ago. Broadcast publicity is now focused on new homes, which means increased dollars to construction industry. SPONSOR lii n«'\< issue: "Outlook", the nr« SI'OVNOII feature pouieR POUM vomit 50,000 uiatts off it daytime, 10,000 night where the people are, in fast-growing, rich South Florida to do the biggest single selling job in all Florida \UGBS FLORIDA'S ONLY 50,000 WATT STATION \ Represented by Katz 31 JANUARY 1949 GROWING ARKETS Growing markets arc attractive places in which to spend advertising dollars, especially now when every advertising dollar must do its capacity job. That's one reason why discriminating advertisers are concentrating on Southwestern markets. No other section of the United States can show, month after month, the increases which are regularly setting new records in Tulsa and in other Southwestern markets. Check the Federal Reserve, Department of Commerce, or your own sales figures for the Southwest and you'll see why this area continues to be the best place for 1949 advertising concentration! In 1949 take full advantage of booming markets by using Oklahoma's Greatest Station, KVOO, whose 50,000 watts and long established, faithful audience is an unbeatable combination to get maximum sales results in the Southwest. EDWARD PETRY & COMPANY INC., NATIONAL REPRESENTATIVES NBC AFFILIATE UNLIMITED TIME SPONSOR ,7 JAM tHY 1949 New National Selective Business New and renew SPONSOR PRODUCT AGENCY STATIONS CAMPAIGN, start, duration American Home Foods, Irtc American Safety Razor Corp Fisherman's Gadgct-Of-The- Month Club, Inc General Motors Corp ( hevrolet Motor Div) Lever Brothers Co i Pepsodent Div) I.ewyt Corp Olney & Carpenter RCA-Victor I>i> of Radio Corp of America Re-Dan Packing Co Ku-Tel Co Salitrate Co (distr by McKesson & Robbins, Inc) Southgate Foods Studehaker Corp TruVal Manufacturers, Inc Duff's Daking Mixes W. Karl Bothwcll (Pittsburgh) Gem Push-Pak Dispenser Fishing gear Federal (N. Y.) 1949 Chevrolet Rayve Home Permanent Vacuum cleaners h.t\ is-Harrison- Simmonds (L. A.) Campbell- Kwald (Detroit) .1. Walter Thompson (Chicago i Hicks & Greist (N. V.) < In cm -ii(ks, snack Fuller & Smith & items Ross (N. J.) 45 RPM records J. Walter Thompson (N. Y.) Cadel Dog Food Lee-Murray (N. Y.) Drug products Louis A. Smith (Chicago) Citrate of magnesia Lawrence Fertig (N. Y.) Red Mill Peanut W. Wallace Orr Butter (Phila.) 1949 Studehaker Roche. Williams & Cleary (Chicago) TruVal shirts McCann-Krickson (N. Y.I 'Station list set at present, although more man be added later. {Fifty-two weeks generally means « 13-week contract with options for s of ami 13-week period) 20-30 (limited natl campaign) 50-60 (Limited natl campaign) 210 I Natl campaign) 100-150 Natl campaign ) 90 (Natl campaign) 75-100 (Natl campaign, some co-op) H-10 I i stern mktsi .".0-100 (Natl campaign) 10-15* I Eastern mkt> i 12 (Midwestern test I i-:t (Test. Syracuse, N. Y.) S (N. C.I and Va. ABC stas) 73 (Natl campaign) 30 (Limited natl campaign) Partic in homemaker prgms; Jan. 15; 13 wks E.t. ^iiots. annemts; aht Apr 1; 13 wks Loral prgms, li\e spots; aht Mar 1: 13 wks Live, e.t. spots, annemts; aht Jan 22; 13 wks E.t. spots, annemts; Jan 31; 3-6 wks Live spots, annemts; Jan 21 thru Sep 1949 Live spots, annemts; Jan 15; 13 wks Live, e.t. spots, annemts; Jan-Feb; 13 wks Live, e.t. spots; Jan 2(1; 13 wk- Live spots; Jan 14; 13 wks Live, e.t. spots; Jan 17; s «ks Breakfast in Hollywood (co-op) ; TuTh 1-1:30 pm; Jan 11; 16 wks Live 10-min, 15-min newscasts ;i . sched; Jan 21; 13 wks E.t. spots, annemts; Mar 1; 13 wks successive is-weel renewals. It's subject to cancellation at U Ifl^J New and Renewed Television (Network and Selective) SPONSOR AGENCY STATION PROGRAM, time, start, duration American Chicle Co Admiral Radio & TV Corp American Tobacco Co P. Ballantine & Sons Botany Worsted Mills General Foods Corp (Maxwell House Coffee) Garrett & Co (Va. Dare Wines) Illinois Meat Co (Broadcast Corned Beef Hash) Kellogg Co Liggett & Meyers Mason, Au & Maggenheimer Philip Morris ,V Co Bulova Watch Co BVD Corp Celomat Corp (Vu-Scope TV Lensl E. L. Cournand Co (Walco TV Lens) Allen B. DuMont Labs Kdelbrew Brewery Pioneer Scientific Corp (Polaroid TV Filter) RCA-Victor Div of Radio Corp of America Badger and Browning & WNBT. N. Y. Herscv Kudner NBC-TV net and DuMont TV net N. W. Ayer WPIX. N. Y. J. Walter Thompson CBS-TV net Silberstein-Goldsmith KTI.A. L. A. WBKB, Chi. Benton & Bowies NBC-TV net Ruthrauff & Ryan WCBS-TV, N. Y. Arthur Meyerhoff DuMont TV net Kenyon & Kckhardt ABC-TV net Newell-Emmett WENR-TV, Chi. Moore & Hamm NBC-TV net Biow WXY/.-TV, Detr. WNBT, N. Y. Biow WNBT, N. Y. WNBQ, Chi. KNBH, Holly. Grey KNBH, Holly. Tracy-Kent WCBS-TV, N. Y. H PTZ, Phila. (ay ton KTLA, L. A. Geyer, Newell & Ganger DuMont TV net Gordon & Mattern ABC-TV net Carton \\ 1 MI-TV, Chi. WNBT, N. > . J. Walter Thompson NBC-TV net Film annemts; Jan 5; 52 wks (n) Admiral Broadway Revue; Fri 8-9 pm; Jan 2s; 52 wks (n) Film spots; Dec 27; 13 wks (r) Tournament of Champions; Wed nights as sched; Jan 19; 1 5 wks (n) Weather spots, annemts; Jan 30; 13 wks (r) Lambs Gambol; Sun s:3o-!i pm; Feb 27; 13 weeks (n) Film spots; Jan 17; 13 wks (n) Amanda; Th 12-12:15 pm; Jan 27; 13 wks (n) Singing Lady; Sun 6:30-7 pm; Feb 13; 52 wks (n) Film spots; Jan 1; 40 wks (r) Howdy Doody, Wed 5:45-6 pm; Jan 12; 13 wks (n) Film spots; Jan 14; 52 wks nil Film spots; Dec 15; 52 wks (n) Time annemts; Jan 16; 11 wks (n) Time annemts; Jan 14, 52 wks (n) Time annemts; Jan 16; 52 wks (n) F'ilm annemts; Jan 17; 26 wks (n) Film spots; Jan 11; 13 wks (n) Film spots; Jan 4; 13 wks (n) Film partic wkly in wrestling hoots; Jan 19; 13 »k- (n Gus Edwards Schooldays; Tu 9-9:30 pm; Jan LS; 13 wks (n) Your Magic Window; Th 9-9:30 pm; Jan 20; 13 wks (n) Bowling Headliners; Sun 10:30-10:45 pm; Feb 13; 52 wks . > i > Film spots; Jan 14; 52 wks (n) Film spots in "Hopalong Cassidy." Sun aft as sched; Dec "> ; 26 wks (n) Film spots; Feb 13; 13 wks (n) Junior Jamboree; MTWTF 7-7:30 pm; Jan 12; 13 »k. (n) • In next issue: New ami Iteneweil on Networks, Sponsor Per- sonnel Change*. National llronileast Sale* Executive Changes. New Agenev Appointments K. J. Reynolds Tobacco ("o Esty Peter Paul, Inc Piquot Mills Uanger Joe Cereal Co P. J. Hitler Co (food products) Ronson Art Metal Works >. A. Schoenbrunn & Co (Savarin Coffee) A. Stein & Co I Paris garters) Toy Guidance Council Wit ner Co i « allpaper) Whelan Drug Stores Zippy Products, Inc Platte-Forbes J. D. Tardier Geare-Marston Clements Cecil & Presbrey Gumbinner Louis A. Smith Keiss Jackson Stanton H. Fisher Martin & Andrew V, (,N-r\ . ( hi. \\( BS I A .N.I. WCAl TV. Phil... W MAR-TV, Balto. WOK -TV, Wash. WNAC-TV. Host. W.IBK-TV. Detr. WFWS. Cleve. WTMJ-TV. Milw. WSPD-TV. Toledo WPTZ, Phila. WCBS-TV, N. Y. WPTZ, Phila. WMAL-TV, Wash. WPTZ, Phila. WCBS, N. Y. ABC-TV net ABC-TV net WENR-TV, Chi. DuMont TV net WPIX, N. Y. Advertising Agency Personnel Changes Golden Gloves Tournament; five telecasts as sched hetw Feb 21 and May I* (station list varies each event); (n) Film spots; Jan 4; 13 wka (n) Film spots; Jan 4; 13 wks (n) Film spots; Jan 4; 13 wks (n) Film spots; Jan 24; 13 wks (n) Film anncmts; Jan 3; 26 wks (r) Film spots; Feb 1; 13 wks (n) Identify; Mon 9-9:l."i pm; Feb 14; 52 wks al Oak Ml. I. w ill N, Syrai use N. Y. (TV) w lllo TV, Dayton O. VVMGM, n. y, w n in i \ . New Haven < onn. WOOD, Grand Rapids Mich, w CI /. Phila. (TV) AFFILIATION Independent Endependenl Independent ABC Independent Independent Independent CHS. ABC, (BS Independent DuMont Independent NIK TV DuMont NEW NATIONAL REPRESENTATIVE Melrhor (iu/man, I". S. & Canada only Melchor Guzman, C. s. ,x Canada only M.lili.ir (ill/man. I . S. .x Canada only George P. Hollingbery Bin n Smith Forjoe I'riedenherg Friedenberg Kati Kal/ Radio Representatives, except N. Y. Kat/ Katz NIK Spot Sales titti 5 PRODUCERS wwwwwt ♦m 4 SCRIPT WRITERS WW 5 MUSIC ARRANGERS 11 NEWS DEPT. MEN WW 4 FARM SERVICE DEPT. MEN MHHWHfflHHHWWWWWWWWWt 42 PROFESSIONAL RADIO PERFORMERS WHO is of course proud of its net- work (NBC) live programming, which gives our audience up-to-the-minute, world-wide coverage of special events, as well as the talent of outstanding en- tertainers, etc. Local live programming, however, is equally important. Local live program- ming gives our station individuality in its program material, individuality in its performers, and a greater opportunity for community and regional Puhlic Service. The illustration above shows some interesting statistics on our Program- ming Department. The results of all this manpower and all these carefully- planned locally- produced programs, however, are far more spectacular than the mere figures: FIRST, many of WHO's locally- produced shows get higher Hoop- ers than competitive network features; SECOND, 42.4% of all the daytime radio families and 61.0% °f «" the nighttime radio families in Iowa "listen most'''' to Jf HO, accord- ing to the 1948 Iowa Radio Audi- ence Survey. Write for the complete Survey — or ask Free & Peters, Inc. WHO +/©r Iowa PLUS + Des Moines • . . 50,000 Watts Col. B. J. Palmer, President P. A. Loyet, Resident Manager FREE & PETERS, INC. National Representatives 31 JANUARY 1949 Giant in a hurry.. A pair of tap-dancers run through their capers . . . leaning over his sc7~ipt, a news analyst commits it to memory . . . the great mike-boom reaches out, fishing for the voice of the singer in the bright pool of light before the cameras . . . and marching across the foreground with superb unconcern, a workman pushes a wheelbarrow loaded with plaster. H ERE is a portrait of a giant in a hurry . . . backstage in the production of a miracle, spinning magic for millions where only yester- day were thousands. Here are the new CBS Television studios, fountainhead of the television shows which reach larger audiences more often than any others in television today. Here is the nerve -center of the expanding CBS Television network . . . one station a year ago ... 29 stations today. . . constantly reaching out to more people, more markets. And through such reaching, driving ever downward the costs of delivering audiences. (Today in New York City a full-dress, full-hour CBS-TV program delivers more people per dollar than the average full-page, standard-size newspaper ad. ) Here, the shape of tomorrow's economy is being wired for light and sound. Here is CBS Television. Here is where you belong. CBS-TELEVISION — now operating in 29 markets for profitable setting - INVESTIGATE WDEL WILMINGTON DEL. WGAL LANCASTER PENNA. WKBO HARRISBURG PENNA. A WORK YORK PENNA. WRAW READING PENNA. WEST EASTON PENNA. Represented by ^wjg MEEKER ASSOCIATES New York • Chicago Son Francisco • Los Angeles Clair R. McCollough Managing Director STEINMAN STATIONS Donald Dan fori li President Ralston Purina Co., St. Louis, Mo. To most city dwellers, the name "Ralston" means hot and cold cereals and Ry-Krisp, as well as their offspring's delight in the daily air adventures of Tom Mix. To ruralites, the firm name means rheckerhoard-front stores and checkerhoard-print hags of feed, as well as the weekly 15-minute Checkerboard Jamboree. The man whose job it has been since 1932 to head up this corporate split personality is 50-year old Donald Danforth. son of the peppery, moralistic founder of Ralston Purina. William II. Danforth. From his simple office, amidst an aura of carefully-cultivated folksiness, Danforth runs the $2 10. 000.000 Ralston business with a firm execu- tive hand. His aging father is a benevolent figurehead these days, keeping his hand in the business, but more often calling on farmers to talk cattle feed and hand out checkered ties. Donald Danforth's shrewd persistence and administrative abilities have done much toward increasing the business ten-fold since he assumed the presi- denc) (after a 12-year apprenticeship) of Ralston Purina. Although the Ralston hot and cold cereal business amounts to only 5% ($12,000,000) of the total Ralston business, nearly $1,750,- 000 of a $3,500,000 ad budget (50^ ) goes to sell cereals. Radio is by far the biggest Ralston ad medium, and has been the main- stay of Ralston advertising ever since Ralston traced a 35'r sales increase in the years 1932-37 to their use of Tom Mix. now on MRS. Radio literally lifted the cereal department from a liability in the 1920's to a real asset in the depression-ridden 1930s. The cowIion thriller is a well-promoted operation, with frequent I'M niium campaigns for the moppets and Ralston campaigns aimed at dealers and salesmen, most of them watched over by Danforth to see that they conform in ever) «;u to RalstOll's promotion themes of "service and simplicitv. ' The same promotion rules hold true for Ralston's other MRS show. Checkerboard Jamboree, which dispenses folk music and farm humor to its highly rural audience, whose buying of Ralstoifs "dhows'" (Dan forth -esc for "feed I and other farm products has placed Ralston in a top place in the country's $2,500,000,000 feed industry. Danforth's biggest problem is with the St. Louis Post Office, which unfeelingly insists that Ral- ston Purina's address is not "Checkerboard Square. 14 SPONSOR i. r WHAT WILL SHE SAY? / HE PHONE rings. . . . it's a radio survey . . . what will "Madam House- wife's" answer be? Every Time Buyer, Station Manager and Advertiser wants to know. In the North Dakota Market two out of three listeners say 31 JANUARY 1949 KSJB .... and they say it consist- ently, morning, noon and night. There are two reasons why KSJB ranks high. First of all listeners can hear KSJB and secondly they like what they hear. KSJB's management is consistently on the alert to keep their local program- ming in tune with listeners' likes. And of course, like listeners all over America, more and more North Da- kota families are gettng "The Colum- bia Habit" every day. Now is the time to take advantage of KSBJ's wide audience too. Weather being what it is in North Dakota, families stay home with their radios these days. New opinions are formed, old buying ideas changed. It's your grand opportunity to tell North Da- kotans why your product is best . . . and tell them often. And no other medium can do the job as well, or as inexpensively, as KSJB, Columbia's outlet for North Dakota. There are still some availabilities on (KSJB) North Dakota's favorite source of news, drama and amusement. Your Geo. Hollingbery representative has these availabilities listed and can get you on the air and in the market in record time. Call Hollingbery today or write direct to KSJB at either Jamestown or Fargo. SURVEY RESULTS After- Morninc noon Evening KSJB 54.4 46.5 49.6 Station A 18.0 21.4 23.5 Station B 19.3 25.5 17.7 All Others 8.3 6.6 9.2 Survey tak en in Stutsman, B arnes, Griggs, Fos ter, Kidder, Logan and LaMour Counties, North Dakota. KSJB, 5,000 Watts unlimited at 600 KC, the Columbia Station for North Dakota with studios in Fargo and Jamestown. 15 Stroll thru Rhode Island some afternoon! Believe it or not, a brisk eight-mile "constitutional" will take you smack- dab thru FOUR BIG CITIES! And it'^ here, in tins small but golden circle, that approximately two-thirds of Rhode Island's buying power is concentrated. WFCI blankets this rich area and scores of communities beyond ... at rates unmatched for thrift by any other Rhode Island net- work station . . . releasing advertising dollars for duty where the going is tough! THE LOW-COST, HIGH-RESULT NETWORK STATION IN RHODE ISLAND IS IVew 3 programs listed in the \ VRFD Yearbook do not include everv farm- in teresl program on the air, because not everv one who airs a faun program is a member of the Association. With few exceptions, how- ever, the NARFD rostei includes everv broadcastei whose principal interest is farm radio and related activities. 16 SPONSOR it's easy. IF YOU KNOW HOW! I n some parts of the nation, a radio station can do almost anything- can broadcast in Chinese or Italian- and still be "right" for a lot of people. It's different in the South. Accurate Know-How is espe- cially important in KWKH's four-state area. Our listeners have definite and fairly uniform preferences. They want their programs to recognize their preferences. KWKH gives them this sort of programming, learned from 23 years of continuous study. Our audience responds by listening to KWKH, and by buying the products we advertise. We'd be happy to tell you all about KWKH's outstand- ing rating, and how you can use our Know-How. Ask us — or The Branham Company! KWKH 50,000 Watts 31 JANUARY 1949 CBS Texas ) SHREVEPORT i LOUISIANA The Branham Company Representatives Arkansas Mississippi 1 [enry Clay. General Manager 17 NUMBER ONE STATE AND NORTH CAROLINA'S NUMBER 1 SALESMAN IS..: 50,000 WATTS 680 KC NBC AFFILIATE RALEIGH, N. C. FREE & PETERS, INC. NATIONAL MPRtSlNTAllVl programs 4HHW|1 It's a little like finding a ^■■■■■■■b clear-cut reason for the 1929 stock market crash. In nine cases out of ten, the "reason" for the dozen or so major program substitu- tions by leading advertisers in any broadcasting season is the outward result of an inner conflict of forces, one of which is stronger than the others. In plain English, sponsors change programs for reasons varying from an irate wife demanding a show with enough prestige to help her in the Social Register to an embittered sales manager wanting a show that will help him at the cash register. In radio's early days, when pro- graming was usually an unresearched, hit-or-miss thing, sponsors changed programs frequently in an attempt to Sales departments effect program changes. Joe Tiers, Procter Electric assistant sales man- Come Up with a show that would sell ager (right), hears new show played by Newell-Emmett executive Dick Strobridge the product, as well as attract a size- 31 JANUARY 1949 19 Program rliangrs produce rliain read ions Jack Benny, and Rochester, parted company with General Foods over money and publicity able audience. Programs frequentlj changed when a new type or a new approach began to pull results for an advertiser. The outstanding example of such follow-the-leader program changing was the mass migration to children's programs by cereal com- panies in the early 1930's (sponsor, 3 January 1949). As advertisers begin to realize the possibilities (and the limitations) of broadcast advertising, program changes except for the normal sum- mer replacement routine — grow fewer and further apart. There are still ad- vertisers in radio and TV who rush in every season with a program that hasn't jelled, only to have it fall on its change #1 Some of the money spent formerly for Jack Benny was invested in "The Aldrich Family" change #2 M e re ( paid face. The advertiser then either swears off radio for years or tries an- other program quickly. A dozen (more or less) advertisers every sea- son throw in the towel somewhere between September and June and, rather than quit radio altogether, get another program either in the same time slot on the same network or somewhere else. The closest thing to the "lowest com- mon denominator" of these program changes is program rating. A high rating excuses many things. In most cases, a high rating builds a healthy sales picture. Even if the show is ob- viously not suited to the advertiser or the product, if research shows a high listening factor, the opposition to the program, whether it be the agency, or the sponsor's organization, or the hoard of directors, etc., has little chance to get in a word. But when ratings start a downward spiral on a show that has lasted through several seasons, or if they fail to build for a new show, the storm signals are up for a program change. It is when ratings slip that the im- portant stockholder rises in righteous indignation at a director's meeting and shouts: "See? What did I tell you?" It is the time when the agency begins to drop strong hints (providing they never wanted the program in the first place, or if they inherited the show in Thirteen Reasons* Why Sponsors Change Programs Total equals 100*/. HI Low ratings Pressure from Problems To shift Change in Change in To break away Prestige Chonging Rising To reach new Change of Management's soles force with stars to current advertising advertising from current competitive program audiences networks personal program trend objective budget program trend picture costs reasons • Reasons (or program ihifu used in this chorl were selected on the basis of being primary reasons for the change. change #3 "mr. ace and JANE" carried some of the Gen- eral Foods burden later until killed by Hoopers n's program also was ormer Jack Benny coin Plirront ^Y Favorite Husband" started uUI I Gill where "ace and JANE" dropped an agency switch I to the sponsor that his program vehicle needs revamping. Down-spiralling ratings may even be the cue for network or station execu- tives to apply pressure on both agency and sponsor to make a change, often as part of a new block of programs de- signed to meet a changing competitive picture. Even high ratings don't free spon- sors from the problem of facing a program change. While they may pacify one set of people, high ratings have caused more than one show to topple, particularly when the show is built around a central star, rather than a central idea. The average radio star feels that a top rating entitles him or her to two things: more freedom and more money. General Foods has changed programs at least twice for this reason. After nearly 15 years of sponsoring Kate Smith, her daytime rating in 1946 was high on the list for her type of show. Everything was going fine for General Foods until Kate began to plug for a higher talent fee. While General Foods executives were carefully figuring the proposed increases against her proven sales re- sults. Kate, feeling secure in her posi- tion after IS years, began to make cracks on the air about independent grocers, and how much better (and safer) it was to buy at chain stores. It drew fire immediately from inde- pendent grocers, particularly from the Michigan Retail Grocers Association who let General Foods know in no uncertain terms what they thought of Kate Smith. 31 JANUARY 1949 That did it. Miss Smith was dropped, and Wendy Warren went into the time period on CBS. Jack Benny was another star whose program was dropped by General Foods (Jello) because of dollar prob- lems. The Waukegan star, in early 1945, began to complain to General Foods that not enough money was being spent by the sponsor to promote the show, and that more money should likewise be forthcoming for the pro- gram. Relations became strained be- tween Benny and his sponsor. Gen- eral Foods liked Benny. He was a prestige builder with both the public and the sales force, as well as a great salesman for Jello. But again, when General Foods applied the yardstick of increased cost-vs-results. the Benny show was dropped. To replace it. General Foods spent money hitherto earmarked for Benny in an eventual total of three shows: Aldrich Family (a former Benny summer replace- ment), Meredith Willson Show (the outgrowth of another G-F show for Maxwell House Coffee), and for mr. ace and JANE (a new package when G-F bought it.) Goodie Ace's show in turn was dropped at the end of 1948, principally because the rating was slow in building and the Ace brand of humor was a shade too sophisticated for G-F dealers and salesmen. Into its slot went a CBS- built package, My Favorite Husband. which was more to G-F's liking. No one of the shows pulls anything like the Benny rating, but the total audi- ence of the three, purchased for rough- ly the cost of the Benny show, de- livered more quantitatively than Benn) produced for Jello. Willson hasn't as yet made the grade for any sponsor. The show that changes because of trouble with the star is not uncommon. The classic example is the old Al Job son Show for Lever Brothers in the late 1930's. Jolson used to kid the sponsor's product during the show's warm-up. It was all in fun but one day the client happened to arrive at the show earlier than usual and caught the act. This was in the days before spon- sors learned that a little informalit) with regard to the "dignity" of their product could be helpful at times. The sponsor listened, and Jolson was called on the carpet. When the dust settled. Jolson's show was dropped. A few years ago too, Bayuk Cigars was spon- soring a 15-minute show with Cal Tinney. a Will Rogers-like hillbilly philosopher. Tinney, one day, began to sound off on a variety of topics that were near and dear to the sponsor's heart. Cal Tinney went out, and in went a much "safer" show. Inside Of Sports. More recently. Miles Labora- tories changed from Lum and Aimer on CBS to a new comedy package. Herb Shriner. The reason was parti) due to bickering between Miles ami the show's stars, partly to a feeling on Miles' part that the show had run out of ideas. This was helped along by the difficulties in clearing time on many CBS network stations for the show, which fell in a marginal time period. This, in turn, created some (Please turn to pagt Radio announcements warned Los Angeles that it was dangerous to visit Ohrbach's on opening day due to the hordes that waited to see the new store IHiriiiii'li's invades Los Angeles i .mi a lo<*al radio <*ani|»aigii lnk planned ail«l |M*«'|Kir<*«l :t.OOO miles away? "Do not try to get into Ohrbach' s today. Th ere is a tremendous throng jam- ming every floor, every inch of space ..." So ran the air copy heard by lis- teners in metropolitan Los Angeles last 3 December. For the seven- hour period that this unorthodox, ne- gative air-selling continued to be heard during women's participation pro- grams and station break periods, it merely increased the curiosity of thousands of women in the City of the Angels. What, they wanted to know, was happening down on the "Miracle Mile'' block of Wilshire Boulevard anyway? The police department, forced to call out reinforcements, had one an- swer— a real traffic jam. Neighbor- ing merchants, like swank Bullocks and the high-pressure May Co.. had another — Ohrbach's had made a beachhead in their bailiwick. For the heads of Ohrbach's and Grey Adver- tising Agency, it was the end of a long merchandising road that led from Manhattan's brash. bustling 14th Street to the high-fashion gloss of world-famed Wilshire. National selective radio. Ohrbach's now knew, could do more than move goods off a shelf. It had more than done its share in establishing Ohr- bach's both in the store's home territon 22 SPONSOR of New York and in Los Angeles, as something other than a glorified bar- gain basement. Without ever mention- ing prices, it convinced increasing numbers of women that Ohrbach's was selling Fifth-Avenue fashions at low cost. It had added the required touch of sophistication and flair to Ohrbach's advertising that was needed to bring in the middle and upper- middle class customers. Above all. it was a flexible, versatile selling tool that meshed smoothly with Ohrbach's space and billboard advertising. Ohrbach's operated for a quarter- century before beginning to use radio. The store had its start in 1923 on Union Square, right across the street from S. Klein, the basement of bar- gain basements. Nathan Ohrbach, who founded the business, startled his fellow-merchants on 14th Street with his merchandising policies. He sold at the same prices they did. Even today. Ohrbach's operates profitably on a gross margin that averages 17% (the U.S. Dept. of Commerce lists 26.2% as "unprofitable," and 30.5 as average wear shops), to do some business with 500,000. During the /o for women's ready-to- and managed in 1948 $40,000,000 worth of a net income of $1,- early days of Ohr- bach's, the store's advertising was aimed at the same readers of mass- media New York newspapers who shopped price-slashing competitors like S. Klein's and Loehmann's. But unlike other women's stores who de- pend on low-unit profits and a high- volume trade, Ohrbach's went in for the slick art-work in their ads that uptown establishments like Saks and Lord & Taylor featured. First it was cartoons by Melisse and Peter Arno, later (during the war) it was abstract sketches of New York, and still later it was Vogue-like fashion art. Never did the advertising mention prices directly. This was part of Nat Ohrbach's store policy that went with no charge accounts, no deliveries, no seasonal sales, no frills, and strictly cash sales. In September of 1947, Ohrbach's began to look around for something to hypo their advertising. Selling was again becoming highly competitive for the 14th Street Ohrbach store, and for its branch in Newark, New Jersey. Nat Ohrbach and son Jerrv Ohrbach eyed radio with a wary eye. Broad- casting, for the most part, eyed Ohr- (Please turn to page 50) - h Tex McCrary and Jinx Falkenburg flew from New York for seven days of Ohrbach's guest appearances Ohrbach's was news, so KMPC broadcast an interview with N. M. Ohrbach by Jinx Fallcenburg Joe Yocam of KFWB asked Ohrbach's first-day shoppers how they liked the store as debut nears close 31 JANUARY 1949 23 what's available and where Tf Research Effect of TV on Living Habits Goes to movies Goes to ball games Goes to wrestling matches Goes to horse races Reads at home Entertains adult guests Entertains children guests Less More Frequently The Same Frequently 130 11 242 . H8 251 ■ 277 210 |10 V 12| 71 161 107 Sample was 331 Chicago families, half of whom hod sets before April 1948 ond half of whom purchased sets afler that date. Survey made under direction of Dr. George R. Terry of Northwestern University (August 1948) How Long Do Commercials Seem? estimated minutes of advertising per Vi hour TELEVISION RADIO upper class upper middle middle class total group minutes 2.26 3.39 2.44 2.41 2.41 3.87 4.54 ' - ' ' ' WB. :\ " -: 3.98 12 3 4 -i 1 1 1 1 i i i t- ■4D Survey made by Thomas E. Coffin of Hofslro College, Hempstead, L. I. (July 19481 Use of the visual air will have to be learned in a much shorter period of time than it took to learn how to use radio. Delays in TV are too expen- sive. The cost of muddling through is great. TV time and program pro- duction costs are too heavy to provide a leisurely period of trial and error. Television is growing rapidly, and the multiple problems involved in using the new medium must be met and solved. To make the job easier, a growing number of television re- search organizations (22 at this writing) are already operating on a continuing basis. Research is the one tool at hand for telescoping the period of time necessary to attain mature pro- graming and advertising effectiveness. Of equal importance with the fact that a body of television research or- ganizations exists to help in the use of television is the matter of view- point toward this research. The find- ings of today are not necessarily the facts of tomorrow. If yesterdays sponsors had accepted the conclusions of early radio research, organ recitals would have top billing today, while comedy shows would hardly find a place on station or network schedules. Today, the emphasis is on quantita- tive data. How mam sets are there in the market? How many viewers are there per set? What percentage of the sets-in-use does this program have? How much docs it cost per thousand \iewers? What percentage of viewers remembers TV commer- cials? How many people plan to buy television sets within six months or a year in specific markets? Sponsors and prospective sponsors of TV pro- grams want all the figures the\ can find to help them estimate the effec- tiveness of the medium. The) are justi- fied in wanting these figures now. Less pressing in need is that aspect of research which has long range im- 24 SPONSOR plications -the qualitative side of re- search, though "the-day-after-tomor- row" (almost literally I is the full range of projectahility for most of the qualitative findings of today. Foremost among the questions to be answered by qualitative research is: How effec- tive is the qualit) of reception on the different channels in this area? Good reception is of prime importance; put- ting first things first, the program must be seen. After this the ques- tions multiply. How effective are the commercials? What are the char- acteristics of the audience? What types of programs do television viewers like best? How well does television wear with average set owners? How good is the talent? Will program pre- testing help to put on a more effective show? These and a score of other questions must be answered for the sponsor and the television industry if the medium is to take shape so that all its potentialities as an entertain- ment and educational medium are de- veloped (granting that it will develop into a unique art form with its own laws, as distinct from those of radio and motion pictures). Of the 22 television research or- ganizations operating on a continuing basis, six compile information on number of sets. Baltimore Television Circulation Committee. Television Forecast, Inc. (for WKBB, Chicago), and Washington Research Committee limit their activity to estimating num- ber of sets in their areas. The Radio Manufacturers' Association gives monthly figures on total number of TV sets manufactured in the United States. Quarterly, the figures are ad- justed by distribution areas, but since only 90% of the sets manufactured are produced by RMA members, the figure is not definitive. Hooper estimates the number of sets in the nine metropolitan areas through his radio coincidental tele- phone survey. All the homes checked are asked, in addition to the Hooper radio program questions, "do you own a TV set?" The percentage of owners saying "yes" is projected to the homes in the area as defined by the U.S. Census Bureau. NBC, which, like Hooper, does more research-wise than estimating number of sets, uses figures from RMA and other manufacturers to determine the number of sets in the areas covered by the network. Cross checks are made by the network over the same areas to determine the accuracy of its estimates. Hooper, Pulse, and Radox i>iiid- linger. Philadelphia) rate I \ pro- grams and estimate the sets-in-usc in the areas in which they operate. Hooper is currently rating TV eve- ning programs from 6 to 11:00 p.m., every half hour, by days of the week. This TV Hooperating will be reported six times a year in New York, and three times yearly in Philadelphia, Baltimore, Washington, Cleveland, Detroit, Chicago, St. Louis, and Los Angeles (in these latter cities as TV set ownership epands and creates de- mand by the trade for the service). In these ratings, television will be com- pared with radio, using total radio homes as a base. Hoopers "Tele- ratings," based only on TV homes, report coincidentally on programs in nine city areas. Diary-based Tele- ratings in ten other cities are made periodically on order. Pulse, which rates programs throughout the television day, uses the roster-recall method in a door-to-door polling technique in New York, Phila- delphia, and Chicago. Pulse uses TV homes as a base for its TV-rating. Radox, which surveys programing from 9 a.m. to midnight, listens in on homes in Philadelphia via telephone (Please turn to page 49) llirectory of TV Research Services ORGANIZATION mcnDMATinw rr>k>Pii en NUMBER SETS PROGRAM QUALI- CDC,~IAI TV TESTf STATION INFORMATION COMPILED: QF SETS |N USE RAT|N(_ v^^ SPECIAL TOWNST COVERAGE Audience Research, Inc. \ \ Baltimore Television Circulation Committee V Broadcast Measurement Bureau, Inc. V V CBS V V Hofstra College V Hooper V V V \ James E. Jump & Associates V \ Jay & Graham Research Organization V V McCann-Erickson V NBC V V V Neilsen V* V* V* Newell-Emmett V V V Northwestern University V Pulse V V V Radox and Teldox V V V V Radio Manufacturers Association V Rutgers University V V Schwerin Research Corporation V V Television Forecast, Inc. V Television Research Institute V Washington Research Committee V Younq & Rubicam \ 'Neilsen TV service in New York area begins I May 1949. fSpecific towns selected for intensive research. 31 JANUARY 1949 25 In paneled setting such as this, George Gallup made reports on the public's reactions to important trends of the da^ ItniiidciiNling and the broker Morrill l/vnrli. I*i«»r«««». I Viiih'i- & IBr-siiH* niin-w «'«»k ii*si |ir»vos ih. to securities can Im' >ohl on ilio air 1LPFB I Selling invest inoiit coun- » selling usually leaves the seller feeling like Columbus, after he tried to convince 15th century scien- tists the world was round. Nine out of ten \merieans still don't know the dif- ference between a stock and a bond, according to most Wall Street brokers. Those same Americans look upon the investment counsellor as a cross be- tween a crystal-gazer and the Daily Racing Form, or else as a smooth- talking front man for Brooklyn Bridge Preferred. In terms of advertising, this means that the investment counsellor must ln-t break down a wall of ignorance and misinformation before he can even begin to sell. He has to do what amounts to an educational job explain- ing basic principles of buying and selling seem ilie>. I'eople w ho are un- 26 familiar with securities aren't likely to invest in them. This in its essence is the problem that prompted the Wall Street broker- age firm of Merrill Lynch, Pierce, Fenner & Beane to seek part of the answer in television during the Fall of 1948. The big firm, known far and w nil- as " I he I huridei in- I lei d ol \\ all Street" because of its non-stop name and its still-longer list of !!(> partners, had used broadcast advertis- ing a few times in the past. They spon- sored a nightlv 5-minute business news roundup on WOK. \A .. from I'M.") to 1947. In January of 1947, they had expsrimented with TV, sponsoring the showing on WCBS-TV, N.Y., of a 20- minute film about the New ^ ork Stock Exchange with comments by MLFB's president, practical Yankee-born Win- throp H. Smith. There had been other attempts at selling investment counselling in the past, but from none of them could MLPFB draw encouragement or posi- tive guidance. In the period between 1928 and 1932. several major financial services or investment trusts Babson Statistical. Investor's Syndicate, Dis- tributor's Group, and Halsey. Stuart — had sponsoi ed netwoi k prog] ams, ( hie of those programs. The Old Counsel- lor, had left a bad taste in the mouths of radio executives. The unctuous- voiced Old Counsellor was a straight stock-selling operation which, in the I /'lease turn to page I- I Wall Street's big problem is to sell the American public on what happens when stocks and bonds are sold. Most listeners and viewers don't know the difference between stocks and bonds SPONSOR » v ■. |5g kip 1 'jKl- 'Sua HH B . V aSifi I : ' ■ f S&Sn ^KSfi7> 3M sB «V£ ^ * *"V ^ X ll« I'ommiTrials with a plus make them timely make them local How timely and how local- ized can a commercial be? As timely as the news that comes off the wire, and as localized as the city served by the radio station. Yet year after year the timely and local factor continues to be ignored in commercials. Few sponsors intrigue the listener at the time economic and emotional urges need satisfying. Timeliness and localization are not by any means mutually exclusive — oft- times one cannot be separated from the other. Ford achieved timeliness and, at the same time, localization by tying-in its commercials with Cali- fornia, early in January, tongue-in- cheeking: "Here in California, this week, we had a little sun and— six inches of snow . . ." Commercial went on to give weather news of Min- nesota (where it was snowing), Ar- kansas (raining), and Alabama (heat wave). Selling came into the copy when the commercial explained that Ford heaters were working in Minne- sota ■ — and California - - windshield wipers were working in Arkansas, and Ford convertibles had their tops down in Alabama. The previous week, the commercial tied in with California by noting that more cars are registered in that state than in any other. Pitch angled that the more cars there are on the road, the more Fords are seen. Localization is achieved in San Francisco by the Rexall Drug Chain via a jingle which brings in the city's famed cable cars, a means of trans- portation that can be duplicated only in Seattle. Washington. The Rexall cable car b°, i r u g ffect localiies commercial* store, Owl Drug Store, is locateJ at the terminus of the cable line. The jingle is sung to the tune of The Irish Washerwoman, and a cable car bell clangs in rhythm in the background as the lyric unfolds: Sure, the cable car's Ioadin' on Mason and Powell, Because of the bargains they're sellin' at Owl; From Market and Mission and Sacra- men-TO They're rushin' to Owl because they all know . . . (VOICE ON ECHO CHAMBER) You buy BETTER for LESS ... at OWL! Timeliness can be achieved by tying in the commercial with weather or the season of the year, an important event, or inventory needs. And even more fundamentally, with time itself. Time signal station-breaks are used by Bulo- va, Benrus. and Longines. American Chicle Company, at one time used a jingle which began by announcing the day of the week. But the most com- mon use of timeliness in commercials is weather or seasonal tie-ins. Localization is accomplished by ty- ing in the commercial with an event local in nature, with a local personal- ity, with a physical attribute of the locality, or with, from the sponsor's standpoint, distribution or inventory needs. Drug companies have for years timed the pushing of their products with the season of the year — generally the period of bad weather. Block Drug uses e.t.'s in 100 markets from October through March, the season in which most of their business is done. Their commercial for Minipoo, a dry sham- poo that uses no water, stresses the fact that hair need not be wet during cold weather. Scott's Emulsion uses a weather springboard for its com- mercial on station WBZ, Boston: "Weather, clear and cold tonight . . . and here's something you'll want to know — Scott's Emulsion builds re- sistance, etc., etc." Cough remedies (Rem, Rel, 'Smith Bros, cough drops) have long used seasonal tie-ins for their products, re- serving their heavy commercial pushes for periods of raw, cold weather. Clothing and shoe companies also use weather in pushing goods. A na- tional clothing firm supplies its sta- tions with several pieces of weather copy which are used at the discretion of local station announcers. When weather threatens rain or cold, com- mercials plug raincoats or overcoats. This clothing chain achieves localiza- tion in its commercials by tying in with Community Chest, Red Cross (Please turn to page 50) timolinOCC 's acr|ieved by Esso through broadcasts direct from the Freedom Train in IIIIICIIIICOO each city where the train stops and America visits its historical documents hjrfhfJQIf i'ngles enable sponsors to make every announcement as topical as the calendar. Ull UlUaJf Harry Goodman has the jingles on daily transcriptions for selective sponsorship 'HflflrPQQPC enable sponsors to localize their appeals 100%. Most famous of all sign- uUUICOOCo post commercials is Barney's "Seventh Avenue and 17th Street" jingle PART NINE SERIES IKINiRill lltlllHilS' "Wo oan'i «lo a i>oimI job." I h«»v complain, "when our host I'll oris jirc sniped al l»y ;»»<'inv. ;u!\riii>< r. anil nolwork." over-ail "If sponsors and non-radio agency executives would leave us alone, everything would be okay." is the wa\ one independent ladio producer ami director sings his lament. "Don't misunderstand me, I love them all. I know they have to tell the men who produce their pro- grams what they want, hut they don't have to edit our scripts, cast our pro- grams, and tell us just how they want a certain character plaved. ""If sponsors would stay in the manu- facturing and sales end of business and permit the radio creative talent the) buy to create without handcuffs, I venture to say that ratings, sponsor identification, and even sales effec- tiveness of broadcast advertising would increase. 1 know without sponsors I'd be in another business, but I wish the) (I permit me to do my job. I haven't a single program on the air which I'm permitted to handle exactl) in the way I'd like to do it." This producer is not an exception. Over 50% of the independent pro- ducers, as well as program directors at agencies, in sponsor's cross- section, indicate that advertisers spon- soring tlieir programs insist on telling the producers ami directors their bus- iness. One of the most recent cases of a sponsoi deciding to Income a show- business authorih was in connection with a television program. The adver- tiser, one of Xmerica's greal electrical appliance manufacturers, had a video show thai lasted one night (something of a record Foi the medium i . and had jusl bought a new program. On the first program, the advertise] picked the i ast. It w asn'l good. < >n the -en, ml. the advertiser was all set to pick the cast again, when the producer notified the agenc\ involved that he wanted to cancel the program, putting it this way, "I'll continue to produce the show as long as they stay out of the program business. I'll also agree not to manu- facture electrical appliances." There was a compromise. The pro- ducer now selects a panel bigger than he actually requires for the program, and the sponsor selects from the pro- ducer's panel the actual cast. It makes extra work for the producer, but at least he's not stuck with performers who aren't telegenic and who aren't performers. Producers lament that they have to go through this routine of giving in to sponsors on matters about which sponsors are. most of the time, ill- equipped to dictate. . . . and there's nothing they can do about it — except quit, and they like to eat. Producers are constantly being ac- cused of reaching the wrong audience for a sponsor, whim thev have never been informed of the audience thev were supposed to be addressing.. As expressed by one producer, "Our .illei-the-fact" big shots who know just whom a program is supposed l<> be selling ought to be wised up that pro- ducers and directors are perfectb aware that lhe\ are passing the buck. Vgenc \ executives don't know, before a program goes on the air. whom thev are supposed to be selling, and therefore thev don't tell the produce] of the program. When salcs-elTectiv e- ness figures fail to satisfv the -ales managers of the sponsors. the\ blame the producers, directors, writers, and even the cast of the show. \nv good producer-director can slant his pro- duction for specific listeners as long as he knows whom he's supposed to be reaching. It's obviously impossible for him to shoot in the dark, or at the great mass of listeners, and to make certain at the same time that he's reaching a pinpointed market. Yet we're expected to do just that, time and time again. We're not miracle men." '"We have the reputation.'" laments a production man at one of the top five Madison Avenue agencies, "of being profligate with clients' money. Most of the time, the big-salary performers are contracted in advance for us be- fore we are handed a program to watch over. The only client money we spend is for supporting players and writers, and usuallv so little is left for us to spend that we have to plead poverty with actors and musical artists all the time. It's again a case of the policv men passing spending respon- sibilities to the men who do the work. I'm waiting for the day when I'm given enough' mone\ to spend to, as I see it, put on a program adequately. We had budgeted $500 for a writer for a comedy spot in a daily show recently, and when it came time to spend those five centuries, I was told that I had to buy a writer for $150. Where the other $350 went 1 haven't the slight- est idea, and it's wiser for me not to have any idea- aboul the matter. Producers as a general rule don't exceed budgets. Thev are given certain sums to spend. It's not their respon- sibility if. after thev spend what they're given, the program cost more than budgeted. I heii- i- hardh a producer who 30 SPONSOR doesn't blow his top when the subject of continuity acceptance departments of networks is broached. Producers are convinced that all the nitwits in broadcasting are in the blue-pencil departments of the chains. Each pro- ducer has a couple of choice examples of how a network script clearance ex- ecutive read something into a scene that never was intended. And they'll trot them out without the slightest urging. "What's so frustrating about the net- works when scripts are held up, is that you can't argue intelligently with them,'" explained a Midwest program producer. "They look upon every per- former and director and producer aa out to get the network in trouble. You can't convince a web purist that all of us haven't perverted minds. "There was a time when every radio mother had to be good, loving, ever true. A mother could do no wrong. That block isn't on the clearance- department road any longer, but there are others just as unrealistic." Another producer explained that he had no quarrel with the tough com- mercial regulations at the networks. "I know, for instance, that I can't expect clearance on copy that states that mine is the best, the only good product of its kind. I know I can't claim that 'research proves it's best,' unless I can prove it. Regulations of this kind are good for broadcast adver- tising. Over-enthusiastic copy writers can really smoke some of the most amazing claims for products that I've ever read. "However, even regulation of broad- cast advertising can go too far. When it does, it's seldom because of network regulations but because the chain fears what another advertiser may do about his competitor's claims. We expect ad copy censorship. We fight for what we believe to be our clients' rights, but we're never sore when we can't clear claims." was this producer's parting shot. "A producer's job is to get programs on the air that build audiences who can be sold the sponsor's product." explains a Hollywood radio director. "We're not, for the most part, long- hair gentry but showmen with a flair for the commercial. We deliver audi- ences— or else we are delivered pink slips. The listening audience has dis- covered recently that we're in exist- ence, but even with the air-credits that (Please turn to page 46) IVobh-iii*. willi «li<*iii»» 1. Most advertisers want to 1m* creative artists as well as business men 2. Producers are not informed of the objective of broad- cast advertising 3. Commercials are seldom okayed in time for produeers to make eertain that they do not clash with program content 4. Sponsors don't listen to their broadcast programs 5. Advertisers generally regard directors and producers as longhair out-of-this-world talent, instead of what most of them are, good businessmen 6. Producers still have to fight for adequate air credit Problem* wilh ;i-<*ii< i<"- They're seldom run as established businesses but hire and discharge as their radio business fluctuates Agencies make it almost impossible for a radio dir- ector or producer to have direct contact with clients 3. Many top radio executives at agencies have had no actual producing experience 4. They follow successful trends like sheep 5. The cli€*nt's word is usually law, be it right or wrong 6. Even their transcription turntables are in run-down condition 7. They frequently insist on casting programs by the way the talent looks 8. They often admit that they "know nothing about radio," and still insist the program be done their way I'rohlcms with iiM-iliinii 1. Network or station production men assigned to pro- grams are generally as useless as a mechanical pencil without lead 2. Continuity acceptance departments of stations and networks are without imagination 3. Most radio executives do not like advertising 4. Programing is the ignored art of broadcast advertis- ing Broadcasting is generally more concerned with engi- 5. neering than entertainment In an argument with top station or network men, pro- ducers don't win. 31 JANUARY 1949 Once a year , •an sink a fortune in a Kindle l»ro;i«l<;isl and Mill ionic out on lop Glitter and sentiment of Christinas and Thanksgiving; color and excite- ment <>! sports — the entire parade of holidays and "occasions" that can be hypoed and decked out in gala trim- mings to fascinate, amuse, and titillate the emotions of listeners — these are the glamour grist of the one-shot colu- mn rial broadcast. Properly planned and promoted, situations lending themselves lavishly to the glamorous touch can be made to pull tremendous audiences. The most frequent situations in which the one-shot has been used profitaliK are i I i to intensih selling pressure; (2) to do a special one-time job; (3) to take advantage of sudden breaks in the competitive picture; (4) to take advantage of a special occasion to build institutional prestige. One-shot commercial airings are most productive when called upon to do an immediate, specific job. They do even better when they supplement or introduce a continuing campaign. In some instances, an isolated one-time effort may be highly productive. Hut ordinarily it stands to lose potential value when not hooked into the mo- mentum of a regular campaign. The Nash-Kelvinator Corporation discovered recently, as have many sponsors before it, that a well-planned, well-promoted one-shot can pay off out of all proportion to its cost. Even so, such an effort is not necessarily low- cost. Prior to the presidential election last November, four aggressive sales or- ganizations had signed to underwrite the four national networks' coverage of the big event. Nash-Kelvinator bought the CBS package to announce their new model Nash car, while two other motor car manufacturers, Chev- rolet and Kaiser-Frazer, together with the Curtis Publishing Company, bought NBC, ABC, and Mutual network cover- age of the political event of the year. Nash paid $25,000 for the news package and S75.000 for the time. Even without the unlooked-for windfall of the all-night reporting, the deal wTas a natural. On what other occasion, Nash officials figured, could they achieve practically a saturation an- nouncement of a new car at a cost the board of directors would okay? With a different objective they could have bought, say, 26 CBS Saturday afternoon quarter-hours for approxi- mately the same money. Cost alone, however, is seldom the factor in de- ciding on a single broadcast. Radio- wise ad managers look first at their advertising objective, which normally has a long-range as well as immediate purpose. In this connection the spender of the advertising budget is conscious that as a rule the one-shot effort doesn't buy radio's most valuable asset: the listen- ing habit. He knows the habit of listen- is built only by consistent broadcasting in the same period, on the same days, month after month. Wrigley £2La elebrating the CBS broadcast idays with a gala n Thanksgiving day Elgin 5?. ed its holiday tradition of two hour airings on NBC. ligns itself with the American Tradition of gift giving £-11 J CHANGE BLADES L7KE MM/C OXANGEBOH Sugar Bom vr *5_ *■» Elgin AmoriPOn comPdC,s sponsored Thanksgiving night party on HlllCllldll ABC-TV, first to celebrate the holidays on TV Gillette bought New Year's day Bowl Games to sell its "notched- bar" razor and blade dispenser to America's sports tans Only such phenomena as Franklin D. Roosevelt's fireside chats, VE Day, and a few other non-commercial events ever achieved virtually total saturation of listenership. But there are very fre- quent instances when local events come reasonably close. Even the four-way network coverage of the presidential election came much closer to giving the four sponsors satu- ration coverage than the four-way audience split indicates. Where pos- sible, most dialers sampled the report- ing of all four networks extensively be- fore finally settling down to one. One of the earliest national adver- tisers to cash in consistently on the sentiment and glamour of two of America's most tradition-laden holi- days was the Elgin National Watch Company. It sells more gift watches in the period between Thanksgiving and Christmas than at any other time during the year. Its Two Hours of Stars for six years on CBS sold Elgin watches on the Thanksgiving show from 4:00-6:00 p.m., and at the same hours on Christ- mas day continued selling with terrific impact the idea of the Elgin, a tradi- tional American watch, as a part of the nations tradition, of which these two colorful holidays are a part. The Elgin Stars moved from CBS to NBC in 1948, while the William Wrig- ley, Jr. Company took over the CBS time on both Thanksgiving and Christ- mas, with an equally brilliant array of radio and film stars. The Elgin-NBC Thanksgiving and Christmas shows gathered Hooper rat- ings of 11 and 10, with share of audi- ence of 38.4 and 39. The Wrigley- CBS extravaganza rated 8.5 and 6.8. with share of audience 29.5 and 20.9. The Elgin American company, makers of compacts, cigarette cases, etc., aired its Holiday Star Vanities as a one-shot from 7:30-9:30 the evening of 25 November over five video sta- tions of the ABC television network, plus WCAU-TV, the CBS outlet in Fhiladephia (the ABC video outlet in Philadelphia is WFIL). The show was so well-merchandised ahead of the tele- cast that the New York market alone took enough merchandise to under- write the entire cost before the show went on. The show's cost — including time, talent, and production — was $40,000. It racked up an audience of viewers in (Please turn to page 68) Sports shop; R ed Bluffs, California, sponsored the local high school rtet in pre-Christmas series of carols over KBLF r Curtis publications brought election night coverage on MBS to impress dialers with its magazines J jLi HHV IflH 4, ^ », ,t '.>'<.<*- -*3 rf u 1 vs. \ i Ik*" ■ 'V? 11 r T HL^ ',h F 7 \ i =HV i ■ JJ * 4 f ' * ^ E ^ m>vm 1 ■ 1 /*&^Q / " / , /aaF / f , it / **w / , | >--n-* >:> / : / M-M / J fl\ -A - _-^-*^ / ':::::/ / ' J hL. L^B / / 1 J f 1 / 1 ■■■■*■-' n ^ -,_ / / ■ ^^^^ T ' * " * 1 Singin' Sam the man behind over 200 Successful sales curves For the sponsor interested in sales. Siiigin' Sam presents a unique < opportunity. For never in radio's history has there been a personality like Sam . . • never hefore a program series with such an outstanding | reeord of major sales successes unbroken by a single failure. These are strong statements that carrv tremendous weight with prospective program purchasers ... if supported by facts. And j facts we have in abundance . . . high Hoopers, congratulatory letters. ! expressions of real appreciation by advertisers themselves, actual jj L "i " £ E B 1 L I : : hefore and after stories hacked with the concrete figures. jA ; l. . i This L5-minute transcribed program series is the show Am W t i c MP A you need l<» produce results. Write, wire, <>r telephone jg M 1 s| tor lull details. Respite ^iiii:iii" Sam's tremendous g A wL popularity and pull, the show reasonahh priced. fl^^i Wk . _ K :- :j :- .-J 5 j , , 1 H 1 | i * ,< n j_ E _T B \ ■ I l % * i ■ 34 SPONSOR >^e Swing is toWB mKansasQ^ THE 1949 SWING GIRL Miss Vera Ralstoa 'TpO reach more people, for less money, broadcast your advertising message over the station with Kansas City's oldest call letters— WHB. Powerful WHB blankets 3V2 million buyers in 133 counties of 6 states with good, listenable enter- tainment 19 hours a day. WHB cost less, does more. See your John Blair man. 10,000 WATTS IN KANS4 DON DAVIS w u$m ",s,ofNr 2 JOHN T. SCHILLING _^ GfNffAl MANAGM ^£ JOHN BLAIR & CO. PGB MUTUAL NETWORK • 710 KILOCYCLES • 5.000 WATTS NIGHT 36 40 West 52nd (Continued from page 4) lion job. At least some broadcasters might be tempted to add two and two and get five! This is not a complaint because somebody lost an account. It happens every week in the year and keeps sales- men on their toes. Nor is it an indict- ment of agency and client requests for station promotion. You know I be- lieve that stations should do more, rather than less, promotion of national accounts, and that my business is based upon the theory that the better promo- tional job I do for m\ stations the bet- ter selling job their reps and networks will do for them. I'm on Hal Davis' side. Bob Keller President Robert S. Keller, New York THE BANK STORY In your issue of October or Novem- ber you published a pictorial three- page story of the steps involving our client, the National Shawmut Bank of Boston, negotiating their TV show with WBZ-TV. Is it practical to ask if we could order reprints, or purchase some part of 35 copies of this issue? We find a growing interest in TV among our commercial, savings banks, and investment clients in the medim. and it would he very useful if we were able to use this spread for a sales pro- motional mailing. Louis W. Munro Vice President Doremus & Co., New York 0 SPONSOR .it present does not reprint articles but had 20 copies available for Mr. Munro. CAKE AND BREAD STORY We are very interested in receiving a copy of the April 1947 issue of sponsor. It was in this issue that you bad your story Continental Cake and Bread Story. If you cannot supply ii- with that issue, reprints of the ar- ticle will be more than satisfactory. Please bill us for anv expense. Robert F. LaRue icct. Exec H olden. Clifford. Flint. Inc. Detroit 0 Sonic back iifUM are still available. We were happy to have been able to handle Mr. I*aRue's request. SPONSOR * Ask your national representative You're on the verge of a decision, and a problem. What trade papers to piek for your station promotion? It's no problem to kiss off, for your ehoice can have a telling efFeet on your national spot income. But where to get the facts? The answer is simple. Ask your national representative. He knows. His salesmen get around. They learn which trade papers are appreciated, read and discussed by buyers of broadcast time. His is an expert opinion. Don't overlook your national representative. SPONSOR For Buyers of Broadcast Advertising 31 JANUARY 1949 37 Mr. Sponsor asks... "Is it possible to produce television film commercials so that they are equally effective on both larjje and Stanley M. Abrams Sales Promotion Manager Emerson Radio and Phonograph *wf The I*i4*k<3h«l PaiM'fi answoB°« >lr. AE»is«iiiik ^^^^^ Technically, jm B^ pi oduction ol I \ film commercials ^p i> simple. Scenes 1*g± -5CT" mL must be photo- H^ graphed with tf~.-~> screen size in mind. The aver- age receiver has a 1 0-inch screen; therefore, all long shuts should he eliminated wher- evei possible. This fundamental rule should apply to any object from an automobile to a bottle of beer. Allowances must also be made for the inside dimensions of the lube, so that the image does not "bleed" of! the picture area, either top or bottom. Still another factor to be considered is the fane) mountings some receivers have around the screen, thus cutting off a portion of the imagt No matter what size screen is in- volved, proper exposure plus balanced lighting are vital to good T\ com- mercials. Heavy, dark areas should he avoided because of then tendency to "flare". Whites and greys, plus a trans- parent black area on the film, if neces- sary, are besl suited to television re- production. I In- biggesl problem is the restric- tion of time of a film commercial to one minute. In lOmm film ihi- means 36 feet of film. For an) scene to register or carry a message, each scene is allotted approximately four feet, allowing nine short scenes in which to get over the advertising message. It's apparent, then, that ingenuity and originality must play the greatest part in presenting a commercial that has punch and selling strength, as well as a palatable acceptability to the TV audience. Spoken copy accompanying a film commercial is also highh important. It must not be rushed. The oral copy must be timed very carefully to allow for roughly 12 seconds of copy to every 20 feet of film. Roy Meredith Production Manager WCAU-TV, Philadelphia It is a question of proportions. By that I mean a close-up on a seven-inch screen would be a close- up also on a 15- inch screen, or the proportions w o u 1 d be the same. However, I feel it would be better to sustain the sequence longer if the commercial is specifically produced for a small screen. The reason for this is that the smaller the screen, the more eye strain for the \ieuer. Therefore, a series of rapid scene changes is uncomfortable to look at. and not enough time is allowed loi the message to sink in. 1 think a good rule for comnieri ial script writers to follow is to keep the i ommercial simple: the above rule goes double if the script is being propared for small screen receivers only. How- ever, I believe it is a good rule to fol- low for all size receivers. Many commercials on television to- day are nothing but a series of fast wipes. cut~. and dissolves, with as many as 15 to 20 scene changes in a minute. If the people who prepare these com- mercials would give a little study to the human eye, they would find out that the focus of the eye changes for each scene. If ten minutes of this technique were used, the viewer would wind up b\ bouncing the television set on the floor. Keep it simple. Bud Gamble Gamble Productions, N. Y. If television's visual commer- cials are done with a reason- ably intelligent use of the printed word as a selling agent, there is no necessih oi rea- son for them to be produced dif- ferently for the various sizes of TV set screens now on the market. Size of the screen should be no con- sideration in the projection of a nor- mal advertising message via TV. Only pool oi improper handling of a com- mercial will impair its effectiveness, and then the damage is equally evident on a 20-inch or a 7-inch screen. Hi and names and trademarks, unless improhahlx unwieldy and long, should be ahle to he viewed on the smallest screen (even the 3-inch type now avail- aide in portable sets) as on any larger 38 SPONSOR ADVERTISEMENT size, short of a full theatre screen. Only in the matter of lengthy slogans or involved sales messages is screen size important, and in these cases the same application of hasic newspaper or magazine ad copy principles as regards amount of wordage relative to allotted space is necessary. But under ordinary circumstances any TV commercial planned for the average screen will he as effective on small or large sets. And it must also be remembered that for correct TV viewing audience distance from the screen should be equivalent in feet to the size of the tube in inches. Pro- portionatelv, therefore, there is virtu- ally little difference in image size to the person with normal eyesight. C. J. Durban Assistant Advertising Director V. S. Rubber Co., N. Y. As long as sim- plicity of picto- rial composition is observed, no differentiation of technique for large and small screens need enter production plans, for in the final analysis the proportions are determined by one's distance from the screen. From the standpoint of composition, the normal loss of pictorial values in transmission from studio to receiver should be carefully considered. With that in mind, and by utilizing the greatest economy of composition pos- sible, video producers can make their sales messages attractive and highlv effective on any and every set. Roger Pryor Director of Television Foote, Cone & Belding, N. Y. The answer to the problem of producing tele- vision commer- cials, title cards, credits, and so on. so that they contain the same degree of effec- tiveness on both small and large screens seems to me to be self-evident. It is simply this: Any proficient han- ( Please turn to page 42) Oeuv Joe: This is the second in our series of Sponsor ads, and I wonder what reaction you noticed from our first. We received three calls from local agencies, all of which were fav- orable, but they know all about WM IE-Miami anyway. I had a big thrill in early Janu- ary, Joe, that certainly proves the point that in broadcast adver- tising, it's the program and adver- tising copy that count. Electric Sales and Appliances, the South Florida area Philco dis- tributor, has been a top account with us since the first week we went on the air. Through their guid- ance, some thirty-three Philco dealers are also appreciated WMIE-Miami advertisers. The point is though, Joe, that Earl Crawford, Man- ager of the dis- tri but or ship, told us prior to signing his first WMIE contract that "radio ad- vertising didn't work in Miami" and he had tried three stations to prove it. Truth of the matter is it wasn't the stations, but it must have been a poor choice of program material and talent. We sold him on "one more trial" and he bought the University of Miami football games from us as a Philco exclusive. The results, I'm happy to say were exceptional —but, of course, it's because the vehicle was right. As you know, we had a Hooper made of one game which gave us 38.9% of the radio audience, and our next near- est competitor had only a little more than half this total. And this was on a night when one sta- tion bucked us with Band of America, Jimmy Durante, Eddie Cantor. Red Skelton and Life ot Riley. Our 38.9 was overall for the entire two and one-half hour period. Mr. Crawford told us that his sales to retailers increased each week in precise accordance with the items he selected for special treatment during each week's game. Bill Scheetz, our play-by- play man whom we think has no peer, sent a weekly letter to all Philco dealers in advance of each game which helped them stock up on items to be featured during the next broadcast. Nowr, here's where the January thrill comes in: The occasion was the national Philco distributors' convention held in Palm Beach. Mrs. Venn and I were invited to attend the meeting of several days, and we saw our Philco account. Electric Sales and Appliances of Miami, receive the national first award for total sales per capita, first prize in the Southeast for sales, and first prize for service. Of course, we know WMIE didn't have near as much to do with these sales attainments as Earl Crawford would have us be- lieve, but we like to think we helped. We do know our handling of this client was notworthy. Our commercial announcer, Joe Wor- thy (formerly of Selznick Studios in Hollywood) was a good sales- man, Bill Scheetz gave the fans the kind of play-by-play report- ing they enjoyed, and the games were just right for the product. This combination simply pays off. The distributor and the dealers know WMIE was effective and most important of all, that "radio in Miami will work — and work extremely well." CordialK . 31 JANUARY 1949 39 <*M Albuquerque KOB \H(. Beaumont KFDM ABC Boise KDSH CBS Boston-Springfi eld WBZ-WBZA NBC Buffalo WGR CBS Charleston, S. • WCSC CBS Columbia, S. C. WIS NBC Corpus Christi KRIS NBC Davenport woe NBC Des Moines WHO NBC Denver KVOD ABC Duluth WDSM ABC h'urfiii WDAY NBC Ft. Wayne WOWO ABC Ft. Worth-Dallas WBAP ABC-NBC Honolulu-Ililo KGMB-KHBC CBS Houston KXYZ ABC Indianapolis WISH ABC Kansas City KMBC-KFRM CBS Louisville WAVE NBC Milwaukee WMAW ABC Minneapolis-St. Pa ul WTCN ABC New York WMCA IND Norfolk WGH ABC Omaha KFAB CBS Peoria-Tuscola WMBD-WDZ CBS Philadelphia KYW NBC Pittsburgh KDKA NBC Portland, Ore. KEX ABC Raleigh WPTF NBC Koannkc WDBJ CBS San Diego KCBQ CBS St. Louis KSD NBC Seattle KIRO CBS Syracuse WFBL CBS I'M. Haute WTHI Television ABC Ba i iiiiuii' WAAM Ft Worth-D alias WBAP-TV Louisville WAVE-TV Minneapolis St. Paul WTCN-TV New York \\ l'l\ St. Louis KSD-TV 40 SPONSOR * tiNTI RADIO E- everyone wants to win customers and influence people. But we know, and you know, that the background for winning new friends is first to understand them in terms of their varying local or regional ways of life — and then to act accordingly in all your contacts. Bull's-Eye Radio (National Spot) is the only kind of radio that permits you thus to influence people, because it's the only kind of radio that lets you decide how, when, where and to whom your sales mes- sage is to be broadcast, and what it is to say in each different market. Since 1932, we of Free & Peters have specialized in national spot radio, and believe us, we know how influential it can be when properly used. We'd certainly welcome the chance to help start this more influential radio working for you in any of the markets listed at the left. What facts do you want? F, P REE & JT ETERS, INC, Pioneer Radio and Television Station Representatives Since 1932 NEW YORK CHICAGO ATLANTA DETROIT FT. WORTH HOLLYWOOD SAN FRANCISCO 31 JANUARY 1949 41 Example #// Our history is shoirinn ! Tear up another calendar. Miss Cooper, now it's 10 years thai WIP's DAWN I* \ I HOI has been giving iis xponwors big sales dividends. That's five and three-quar- ters hours a night, seven nights a week, for IO YEARS . . . NEVER UNSPONSORED. some n is ton r : WIP Philadelphia Basic Mutual - • Represented Nationally m KIIWARII PETRY & CO MR. SPONSOR ASKS (Continued from page 39) dling of TV video wordage is currently aimed at the average screen size of 52 square inches. Obviously, allowances must be made to insure complete read- ability on tubes smaller than the aver- age, but it's safe to say that if such allowances are not made automatically, if overcrowding and illegibility result on small screens, the job was done badly in the first place. There is no necessity to produce TV's written messages differently for vari-sized tubes. That statement be- comes clearly apparent when it is real- ized that seeing a regular 35-millimeter motion picture in a theatre is propro- tionately the same from a visual stand- point as viewing the same film re- printed in 16-millimeter width in one's own living room. Paul Alley Editor, NBC Television Neivsreel New York 42 BROKERS (Continued from page 26) early 1930's, began to be frowned on. Finally, the Federal Radio Commis- sion (predecessor of the FCC) cracked down on it. NBC (who had been carrying the program) almost lost its license, and promptly wrote a regula- tion into its books against carrying investment advertising. What MLPFB wanted in the Fall of last year was a show which could do an educational job for the invest- ment counsellor and for Wall Street in general, as well as build institutional prestige while selling a service directlv to investment prospects. No easy order. Lew Engle, MLPFB's ad manager, found it in a package put together by the Newell-Emmett ad agency. Newell- Fmmett (not MLPFB's agency of rec- ord; Albert Frank-Gucnther Law i~. I had built a show around opinien- researcher Dr. George Gallup, TV an- nouncer Rex Marshall, and a blonde ingenue named Stisann Shaw. The show was simple enough in its basic program idea. Rex Marshall and Susann Shaw asked questions of Dr. Gallup, who gave answers based on the findings of the Gallup Polls. The pro- gram attracted a fair-sized audience and rating, since at that time the uppermost topic in current events was the presidential election, and audiences hungered foi details on how the elec- tion would go. SPONSOR t Doing BIG things in a BIG way is old stuff to Bill Macdonald, Farm Service Director of the BIG station KFAB. This month Bill Mac starts his 23rd year in radio farm service — doing more BIG things for all the folks in the BIG Middle West. 50,000 WATTS OMAHA, NEBRASKA Represented by FREE & PETERS, INC. 31 JANUARY 1949 General Manager, HARRY BURKE 43 During the 9-week test that America Speaks ua- telecast for MLPFB (the first network TV for an investment broker I Gallup was high on viewer's lists. A few viewers, particularly those in the broadcast industry, were puzzled to find the show on CBS-TV at all. It had been announced originally for \ IK • I \ . Had the sponsoi changed networks at the last minute? The answer was "No." The program had indeed been scheduled for NBC. Contracts had been signed, and the program accepted at that network. But. a few davs before the show went on the air, a call came in to the agenc) from an NBC vice-president. It seemed that Charles R. Denny, NBC executive \ .p.. had been wondering (Denny prob- alil\ was thinking back to The Old Counsellor) if NBC wasn't sticking out its corporate neck by accepting in- vestment advertising. After an execu- cc Its a durned easy crop TO MARKET / II .&L Alie next best thing to grow- ing dollar bill* themselves is to have lots of wonderful cash crops! Our Red River Valley farmers have plenty of them — corn, wheat, barley, bogs and poul- try. The result? Well, aeeord- ing to a reeent Department of Commerce report. North Dakota bad the highest per capita in- come of any agricultural state in the country; was topped only by Nevada and New ^ ork among all 48 states! W e're proud of the fact that now, as for the past 26 years, our Nallcv farmers rate WDA^ their favorite station by ahonl .">-/<»-/. \>k lis or Free «\ Peters for more information. FARGO, N. D. NBC • 970 KILOCYCLES 5000 WATTS 51 r'MD- Free & Peters, inc. N.nlsnol Ktftrvu-niamo tive huddle at NBC, the contract was cancelled. MLPFB promptly called Frank Stan- ton at CBS, who said he would be de- lighted to have an advertiser with the standing of the MLPFB on CBS-TV. So, to CBS the program went. The TV commercials for MLPFB during the nine-week run are a good example of the cumulative effect of low-pressure selling. During the first three weeks' commercials, the commercials were a discussion of the standard MLPFB advertising theme of "Investigate — before you Invest." Free booklets on various aspects of the subject were offered. The "selling" was purely institutional. With the fourth telecast, the sponsor tried some- thing new. The commercials became a fiscal soap opera. The heroine of these debenture dramas was pretty Susann Shaw. Her problem became one that is familiar to the $5000-a-year-and-up family heads that MLPFB was slanting its sales talk to. Susann. for storv purposes, had fallen heir to an estate of $3,000 or so, and was now worrying about what she should do with it. Should she bank it? Should she buy insurance with it? Should she invest it? Rex Marshall and continuity spent the show's commercial time explaining to Susann the mysteries of the stock market. They warned her against tip- sters. They told her the difference be- tween bull and bear markets. They patiently explained everything from accrued dividends to voting trusts. At the conclusion of each "chapter" of Susann' s Three Grand, they offered more MLPFB booklets. At the close of the final commercial in the America Speaks series. the\ sprang the clincher. Thev advised her to invest her three thousand buck-, through Merrill Lynch. Pierce, Fcnncr & Beane. The TV series produced some fast sales results for MLPFB. as well as a considerable amount of prestige. The MLPFB olliccs in the TV cities, alert for new business, were quick to follow up the requests for booklets and invest- ments information. A typical result I from the Ml. IMF) Chicago office) con- cerned a middle-class resident of the \\ iml\ Cit\ . Wrote the contactin v office: "Upon contacting him Im phone, he told [MLPFB'e man] !>• was favorably imprcsned 44 SPONSOR U.MORE THAN EVER WOAI STANDS OUT /ti nt listening Prefer' and non-net*0 the 65-county orea m?ABC Stations :==^rr4% Att -CBS Stations 70/o fi KABS Statjon-- _u% Non-net. Stat.ons 7<^e 7%o4t 'Pocu&ifrd s4ctve*tl4uty Influence in t&e Soutnu' i ill the total cost of the show (roughl) $50,000 total) had a filt- rate sales-promotion movie. It is being shown currentl) at the 95 MLPFB branch offices in 93 cities, and to men's and women - civic and social organiza- tions, as well as to schools and col- leger-. Like U.S. Rubber's promotion films made from U.S. Rubber's TV commercial films, the MLPFB film gives the investment firm an additional >ale> tool at a ver\ reasonable cost, dm- reducing the over-all cost of the show t<> them. MLPFB considers their money spent in the nine-week TV test well spent. The Wall Street firm plans further You, too, will hear good news . . . when WTAR does your selling job in the Norfolk Metropolitan Market Look at both sides of your advertising dollar . . . WTAR gives you 3.5 times as many weekday morning listeners as its nearest competitor . . . 3.2 times as many weekday afternoon listeners. 3.4 times as many, evenings . . . 2.3 times as many Sunday afternoon and Saturday daytime . . . That's what the Hooper Station Listening Index, October-November '48 says for Norfolk — Portsmouth — Newport News, Va. Check that kind of listenership and the cost per listener, against any audience delivery of any other station on your list. You'll see why WTAR gets along so well with thrifty folks. Let us tell you more about it. NBC Affiliate 5,000 Watts Day and Night Nationally Represented by Edward Petry 4 Co. use of both radio and TV when they can again find program vehicles that will do a job for them, within the limits of their S400.000 ad budget. The members of "The Thundering Herd" like to think about the high-salaried \eu York executive who had been on their potential prospect lists for years. Nothing that MLPFB advertising could do, or that their salesmen could say, would open the door to his office. Then one day. after the TV show had been on the air a few times, a letter arrived. The letter started out by congratulating the firm on the excel- lence of their newspaper and TV adver- tising in telling a story that was "thor- oughly convincing and self-evidently sincere." The letter went on to say: "More important than my opinion about your advertisinp, however, is its effect upon me. Finally it has convinced me that you sincerely want mil men small account and are willing to delivi i mi a meat deal of extra-ordinar\i serv- ice to yet it. I don't quite understand why this is so, but nou have firmly sold me on the idea THAT it is so." Once more broadcast advertising has proved that it can do a selling job . . . even for Wall Street. . . • PRODUCERS" LAMENT (Continued from page 31) we have recently won, fans seldom know that we're around. "Air-credits are dollars and cents to us. We don't want to seem hogs, nor do we want to take any credit away from the top performers whom we direct. It's just that producers are people, too." A producer of a series of daytime dramatic strips speaks out this way for his craft: "We do fine jobs within the prescribed limits of the daytime formula. If our plays seem to move at a snail's pace, it isn't our fault. That's the way the average housewife wants her daytime fare. W ben we produce a fast moving strip, we find that we have progressively smaller and smaller audiences. It would be great to pro- duce dramatic masterpieces in the daytime, if we could find an audience to listen to them. Every attempt to produce what clubwomen call literate ilastime drama has been to nonlisten- ing radio homes. Listeners come first — beautiful writing, superb acting, and imaginative direction long afterward."' Radio's producers want a little credit, some freedom and escape from continuitv departments. They'd like a big payroll envelope, too. * * • 46 * SPONSOR &eal r i established psychological 1 after the panel voting session by all. Young & Rubicam is making a city- wide survej in New York City to de- termine penetration of selective cam- paigns and compare the penetration and enjoyment of commercials in simultaneous broadcasts. Future proj- ects will include: A study to estab- lish the effect of visual presentation upon sales penetration; reduction of television data to a cost-per-1000 formula as teleratings become avail- able. The Teldox system sends its in- terviewers into the homes of its panel members with a sound recorder which i atches the whole interview. Audience Research, Inc., Hooper, Jay & Graham. NBC, Newell-Emmett, Sindlinger, Schwerin, and Television Research Institute do special research on order of a client. The Broadcast Measurement Bureau is conducting its 1949 poll of radio and TV station coverage throughout the country. Naturally, coverage of listening to television stations can only be recorded for those areas where tele- vision stations are operating. One fact that emerges from sur- veying the organizations doing tele- vision research on a continuing basis is the amazing number which have de- voted themselves to serving the TV advertiser so early in the medium's stage of development. Even month brings forth an ever increasing flow of TV research reports. Research or- ganizations, agencies, networks, and stations are paying increasing atten- tion to television fact finding. The TV advertiser need not go it alone. COMMERCIALS PLUS (Continued from page 29) drives, and sports events. During football season, openings are left in copy for the insertion of the names of the most popular game of the week. high school or college. \ regional -hnc chain uses weather tie-ins to |>lu^ rain) or snow) weather articles, such as rubbers and galoshes. Copy is also geared to plug items that need push- ing in the various cities. In the South, it may be Summer suits: in the North. \\ intei wear. Esso Standard Oil Co. is perhaps the most consistent user of timeliness and localization in its commercials. Its copy follows the weather and needs of the dealers. If one region or di- vision is shy a product, the pressure is released. If the need exists for push- ing heavy inventories the pressure is applied. In the Fall, oil-change com- mercials begin up North and follow the sun into the South, and in the Spring, vice versa. Esso has a tele- type system set up which connects its advertising agenc\ with all of its 42 stations. The company broadcasts four 5-minute newscasts, The Esso Re- porter, six times a week on each of 42 stations, totalling 1008 newscasts \wekly. A recent example of timeli- ness and localization was Esso's news- cast of 6 January, when the commer- cial congratulated the new liner Ca- ronia on her maiden voyage across the Atlantic and her arrival in New York. Commercial noted that the Caronia, like the Cunard White Star Line standard bearers Queen Elizabeth and Queen Mary, is powered by Esso Bunker Fuel. G. Washington Coffee used one- minute transcribed spots in 25 major cities for about eight weeks in 1944. Commercials featured testimonials from local housewives — not big names, but Mrs. Everyday. Timeliness can be achieved in a mass market by means of transcribed jingles. Harry S. Goodman, New York, has a list of e.t.'s suitable for use anywhere in the country. These open-end transcriptions are tailored so that they can be used for station breaks, 30-second and one-minute an- nouncements. Among the e.t.'s avail- able are weather forecast, musical time, birthday, name, and Christmas shopping jingles. Weather forecast jingles, 66 in number, cover every possible weather contingency (see Weather is Commercial, sponsor. June 1947). Musical time signals are tailored for every half-hour of the day. Birthday jingles cover 365 days. Birthday gimmick enables sponsors to build store traffic and mailing lists. Listeners generally go to the retail outlet and register to he eligible for birthday prizes. I>\ carefully promoting name jingles in Chester, Pa., (WPWA) Bond Bread (General Baking Co.) added 2,000 new customers to its bread routes in 13 week-. ( hi istmas shopping jingles start 30 days before the holiday, and work down to the day-before-Chi istmas. Procter & Gamble's program. Metro- pole, which is heard on the French- Canadian network, consislentl) men- tions places in its commercial which are familiar to all its listeners. Northeast Airlines uses spots (on the Yankee net. in nine cities) which feature testimonials from prominent local businessmen. Commercials featuring localization and timeliness are not easier to create. Nor are they the easiest to distribute. In some cases the localization of com- mercials entails quadrupling a copy and office staff. Timeliness and localization in com- mercials require close coordination be- tween agency, sponsor, and retailer. An advertising appeal that ties in with strong consumer interest is the most effective. The impact of the interest- compelling commercial cannot be gained without hustle and imagination. It costs more money, too, except when transcribed open-end commercials are used. But the pay-off comes in in- creased listenership and impact, as those who have used localization and timeliness know . ... OHRBACH'S (Continued from page 23) bach with no little trepidation. No one knew whether or not Ohrbach had decided to become, as far as radio was concerned, another Barney's. After considerable looking around. Ohrbach's finally bought a program. It was WNBC's Mr. and Mrs. team of Tex and Jinx McCrary. Jinx Falken- burg. eve-filling feminine part of the duo, was well-known as a top-flight fashion model and fashion expert. Tex McCrary had a following too, among literate readers of the American Mer- cury and the somewhat less erudite Daily Mirror. The Tex and Jinx team fitted perfectly into the Ohrbach ad- vertising approach of class at a price, then costing the firm $400,000 (about 1%, of sales) a year. By the time Ohrbach's had decided to join the westward trek of many large American firms, lured by the business boom on the West Coast, they had learned in a short time many radio lessons that were to guide them through their campaign to open the new L.A. store. The market was good. In Los Angeles county alone in 1948, 32 national firms established $65,000,000 worth of industrial facili- ties. Los Angeles merchants, who found (for the most part) that the swiftly rising population curve ob- viated the need for special sales or low prices, were hide-bound with manufacturers' suggested prices (40- (Please turn to page 56) 50 SPONSOR EASTERN Sales Manager WESTERN Sales Manager 31 JANUARY 1949 Wythe Walker Tracy Moore 551 -5th Avenue, New York City 6381 Hollywood Blvd., Hollywood, Calif. 51 ...ill local station cost See your station representative or write IMG-WORTH JJ\ feature programs, inc. 1 13 W. 57th ST., NEW tORK 19, N. Y. Now 5000 Watts DAY and NIGHT — 560 Kilocycles KFDM New Studios New 5000 Waffs Power . ... All to give you a more terriffic impact on this wonderful market — NOW, the na- tion's number one chemical indus- try with agriculture, lumbering and shipbuilding to swell pocketbooks. Studios at Beaumont, Texas '".I I with AMERICAN BROADCASTS LONE STAR CHAIN Reprnrntrd By FREE and PETERS. INC. DELIVERING A TREMENDOUS 3 CITY MARKET: BEAUMONT - ORANGE . PORT ARTHUR and the Rich Guff Coat* Area PROGRAM CHANGES i Continued Irani jki^v _'/l low ratings and did nothing to ease the tension. Lum and Abner. taking their cue from the change from a daily strip show to a weekly 30-minute show of Amos "/.' Andy, subsequenth went to the half-hour format, but not for Miles. In recent years, an increasingly familiar reason for sponsors changing programs has been to meet the de- mands and "needs" of the sponsor's sales force. Most changes of this type occur only after a long sponsor- ship. The historic reason cited by most sales managers for this type of change is the sponsorship by the Celanese Corporation, some years ago. of a musical show starring Jean Tennyson. By a somewhat "strange" coincidence. Jean Tennyson was the wife of Dr. Camille Dreyfus, board chairman for Celanese. The show went on the air with pomp and circumstance. Dr. Dreyfus thought it was swell. What the stockholders, as well as the sales force, thought and later said was something else. The show went off the air. amidst some internal fireworks al Celanese. The memory of it has re- mained t<> serve as a reminder to many sponsors who might otherwise buy programs that primarily plea-'' the hoss. rather than the sales force and listeners. After /* affaire Tennyson. Celanese dropped out of radio com- pletely. Desp-te this classic example, such shows are still bought, and are eventu- ally changed, although seldom for quite as obvious a reason. The Cities Service Co.. one of radio's earliest major advertisers, until last year sponsored the Cities Service High- n tys of Melody, the oldest continuous- ly-sponsored network show in radio. From all appearances, il looked as if Highways, after a quarter-century, was indeed here to stay. Many in the indus- ii\ were extremely surprised when Cities Service changed over last Fall ii another program, Band of Imerica. I he reason For the change was this. Willi the oil industry going into a highly-competitive postwar cycle, Ci- ties Service fell that the show was be- ing taken for granted l>\ all concerned. II is hard to gel excited about a show llial has changed little in 25 years. Ii i^ even harder i<> promote such a show lo dealers as part oi a positive, aggressive merchandising approach Besides, tastes in programing have changed, and the ratings of Highways of Melody had gone gradually down- hill in recent years. A change of pace was indicated. Hand of America was- tested as a summer replacement for Highways during 1948. The show caught on with dealers and with lis- teners, since Cities Service research showed them that there are nearly 20,000.000 people in the U.S. who have played in a band i high school, college, firemen, etc. I sometime or other. Cities Sen ice, when the Fall season came around, continued with Band of America instead of Highways. They still have what thev wanted — a musical show. But now. thev have a music show that is getting at least two points higher in ratings than the old one. is tailored to listeners" tastes, and is being accepted and promoted by dealers. Prudential Insurance Company re- cently made a similar change, for much the same reason. \\ hen Pru- dential started out in radio in 1941. they wanted a show that had a "red- carpet" prestige. So. they bought the Prudential Family Hour, a musical show that featured operatic type music I Rise Stevens), and a highly institu- The Texas Rangers transcriptions of western songs have what it takes! Thev build audiences . . . thev build sales. The price is right — scaled to the si:e of the market and station, big or little, Standard or FM. And The Texas Rangers transcriptions have quality, plus a programming versatility that no others have. 52 SPONSOR the morning (8-12 a.m.) the afternoon 12-6 p.m.) total rated periods *October-November Hooper Ratings. This business of leading the pack is getting to be a habit at WFBR. And we're leading not only on the Hoopers, either. We're way out in front in audience interest — audience loyalty, too! Witness: recently one of our M.C.'s mentioned that he had some studio tickets available. He mentioned it just once — and Uncle Sam's harassed mailmen brought requests for 113,952 tickets. Add it up: all our firsts — audience loyalty — constant newspaper and car card advertising — a house organ, modern, handsome studios — and 100,000 people that see a broadcast in those studios every year— and your total has to be: ABC BASIC NETWORK • 5000 WATTS IN BALTIMORE, MD. REPRESENTED NATIONALLY BY JOHN BLAIR & COMPANY 31 JANUARY 1949 53 tional brand of sale? message. After six years of Family Hour, the sales force began to gripe. The) wanted something the) could promote to the public, something that had a dramatic quality and would help them sell poli- < i' s, not a company name. Prudential top brass finally consented to buy, in 1947. the low-cost Jack Berch Shoiv on NBC as a daytime strip. Berch had little of the "class" of Family Hour, but he sold a lot more insurance, which was what the large and aggres- sive Prudential sales force wanted. Family flour remained, for a couple of years, a show more appreciated by the home office than elsewhere. As the Fall season of 1948 came around, Family Hour yielded linalh to pres- sure and bowed out in favor of the Hour of Stars, a weekly dramatic show, modelled on Screen Guild, that features a repertory group of Holly- wood name -tar-. I!\ all accounts, the new show has the air of prestige be- loved of Prudential, but has a greater sales value than its predecessor, plus a higher potential rating. Sponsors, particularly those who have a large and far-flung sales force. are often under pressure to change their program to conform to new7 pro- graming trends. UeSoto-Plymouth went on the air in the Fall of 1947 with a weekh adventure-ni\ stei \ series called Christopher Wells. It wasn't a bad show, as shows of the type went, but it came along at a time when the trend was shifting to quiz shows. DcSoto-Plymouth dealers began to clamor for a quiz show. In mid-1948 they got it. a typical give-away opus called Hit The Jackpot. Almost exactly the same thing happened to Tales of Willie Piper, a dramatized version of young married love sponsored by Gen- eral Electric to sell lamps and appli- ances. Willie Piper went on in 1947 for G-E, and went off in mid -1948 for a give-away show, Arlene Francis' packaged What's My Name? . This last went oil the air at the end of the I'MM season, having failed to better the ratings and sales record of U illie Piper. No new replacement is in. al- though G-E House Party has moved over to ABC from CBS to hold down the balance of the time contract. Changes such as these are not always made because the show under fire WMT is up to its neck in Deep River (iowa) . . . and Deep River is up to its ears in WMT. As in 1058 other Iowa communities*, WMT keeps on rolling up impressive BMB ratings. The Eastern Iowa audience listens when WMT speaks, or sings, or plays. Stupendous bumper crops, hum- ming industries, and peak prices are putting more money than ever before into the pockets of WMT's prosperous audience. Come on in to Deep River and the rest of WMTland ... the water's fine for WMT advertisers. Ask the Katz man for details about Eastern Iowa's exclusive CBS outlet. "within WMT's 2.5 mv line WMT CEDAR RAPIDS 5000 Watts 600 K.C. Day & Night BASIC COLUMBIA NETWORK doesn't produce. They are most often made because some segment of the sponsor's organization is anxious to follow along in one of radio's then- popular trends of programing. There is another type of program changing by sponsors that is almost the diametric opposite of the trend change. Just as the trend to give- away shows was hitting its peak in the 1948 season, American Oil Co., which had sponsored Professor Quiz success- fully for several years (it produced a consistently good rating and some real sales successes), changed programs to sponsor Carnegie Hall, a straight music show. The official reason most often given for this change is that American Oil was changing its mer- chandising policy at the time to one of institutional advertising. Actually, top management of American Oil felt that Professor Qui: did not have the requisite air of importance of a show like Carnegie Hall. With the ever- growing clamor against give-away shows sounding in the press and many advertising associations, the outward prestige of Professor Quiz, even though the show continued to pro- duce, had slipped. There were just too many quiz shows around to risk an institutional campaign based on one of them. Professor Quiz had to go. Even sponsors with more than one show on the air face these problems. Philip Morris sponsored Everybody Wins on CBS for nearly a season be- fore they changed over to the Philip Morris Playhouse, a change that is outwardly an exact counterpoint to the Christopher U ells-Hit The Jackpot change of DeSoto-Plymouth. Play- house uses name stars, and leans heav- iK on stor) materia] of the mystery- suspense nature. To the fact that Philip Morris ad men felt that there were too many quiz shows on the air for theirs to be particularly effective was added another factor that eventu- ally resulted in the change. Philip Morris' big promotion push is behind Horace Heidi now. increasingly so since lack Benin moved to CBS and Heidi got llie Benn\ spot. Promoting one audience participation show at a time to the sales force. Philip Morris considered, was enough. They needed something in the way of a dramatic program to counterbalance Heidt and to reach new audiences. Toward the close of the 1918 season. Everybody It ins losl out. r rojirams change. although infre- CA SPONSOR quently, because both sponsor and agency feel that the audience potential or the rating potential is just about played out on the current show, and that a change of program will better the picture. Such a change was made by Procter & Gamble and Dancer- Fitzgerald-Sample last October in the long list of hardy P&G soap operas. Joyce Jordan, who for nearly a decade had suffered, through clinical and ma- trimonial tribulations, for P&G, was replaced in the 10:45 a.m. time slot on NBC by a new serial. The Brighter Day. The change came about finally after repeated attempts to improve the rating for the time period. Since P&G. with its huge list of programs, tends to think not of programs as such, but as an allocated piece >f time- on-the-air. both sponsor and agency felt that the only way to sell more of the product (Dreft) to either a larger version of the same audience or an entirely new audience was to get a newr program. P&G at the same time had been considering The Bright- er Day as a program buy for some time, and had been wondering just where they were going to put it in their daytime schedule. When the two FOR SALE THE HOUSE rOU WANT IN SCARSDALE It's made for family living, and you and your family will love every minute you spend in it, just as we and our four children have loved it. I must sell it because I'm moving to California. The living room is 14 x 25, with a solid wall of built-in bookshelves. The sunroom has 12 windows, and it's ideal for kids' rainy-day play. There are 5 bedrooms, 3 baths, and a first floor powder room. You will be attracted to the dining room, and the pleasant breakfast room. Everything in the house — including the six burner stove, the electric dishwasher, the healing equip- ment— is modern and in excellent work- ing condition. The house is on a large corner plot, beautifully landscaped with fruit and ornamental trees. The large yard, en- closed by greens, is an excellent play- ground, and an inviting place for out- door entertaining. It's very convenient to shopping, schools, churches and com- muting, but no heavy traffic to endanger little children. Upkeep on this house is low. For complete details, call me at Plaza 5-2000, daytime, Scarsdale 3-5122, evenings. ARTHUR HULL HAYES, Gen- eral Manager, Station WCBS, New York. factors were added — the need for a fresh program element in a proved time slot, and the desire to buy a new show — out went Joyce Jordan. The new serial, which features an inspirational theme (a country preacher) as op- posed to Joyce Jordan's problems of career-vs-mai i iage, is already out- rating the older show, and is bringing in what P&G considers to be an ade- quate sales return. The change of program by the Elec- tric Companies of America from the familiar Hour of Charm to the newer Electric Theater (Helen Hayes) was due to much the same thinking on the part of client and agency. When the electric association first turned to ra- dio to tell their advertising story, the agency (N. W. Ayer) found that the sponsoring firms could only agree on one kind of program. It had to be a music program, because music was "safe." Their first program was Nel- son Eddy, later replaced by the more popular Hour of Charm. The recent change (1948) to the Electric Theatei was made only after the member firms of the association felt they had had enough experience in radio to just i f \ the move to a nighttime dramatic show. From the agency's point of view, it will enable the electric firms to gain a higher rating potential I the time was changed too, from Sunday after- noon to Sunday night) and a greater audience penetration. The other pro- grams did a job for the association, but in both cases the ability of the show to produce was known by the agency, and when the limit was reached, the agency suggested a change. Programs are changed for many other reasons. National Dairy's changes in the Sealtest Village Store in recent years have been star changes, as individual stars (Jack Haley. Joan Davis. Eve Arden. Jack Carson, etc.) made other programing deals else- where. Rexalls changes in the Du- i ante-Moore show (Garry Moore left), finally switching to the Eaye-Harris show, were involved in both star changes and agency changes. Some changes are due to expanding ad bud- gets, some are due to budgets being i educed. Some are due to the death of the star performer. Some are due to the changing competitive radio pic- ture, or to a need of quicker sponsor identification with a program. All anyone can be certain of is . . . spon- sors will change programs as long as they have to sell products. . . . KMLB KEY TO RICH NORTHEASTERN LOUISIANA MARKET . . . . • MONROE LOUISIANA FACTS- *KMLB serves a 223 million dollar market encompassing 97,410 radio homes — all with- in KMLIVs one milevolt con- tour. In area this includes 17 parishes in northeastern Louisiana and 3 counties in Arkansas. * BMB report. 5,000 WATTS DAY 1,000 WATTS NIGHT AFFILIATED WITH American Broadcasting Company Represented by Taylor-BorrofT & Company, Inc. 31 JANUARY 1949 55 OHRBACH'S t Continued from page >" ".(!' , mark-up i a- well as fair-trade agreements on national-branded goods. The Prudential Insurance Co. was planning to build a handsome new building, which would afford 150,000 square feet of II". .1 space in a 3-story- and-mezzanine wing foi a new store. < Ihi bach's, alter brow-wrinkling de- cisions in the New York office and man) consultations with their retail- wise Gre) Vgency, decided to lease the Los \n-eles store. The advertising campaign went into the works last September, almost ex- actlj a year after the) bought Hi. Jinx! on \\ NBC, New York. The campaign was broken down roughl) into three phases: ( 1 i the period before the open- ing, (2) the opening day, (3) the follow -up. The budget set for the w hole opening was aboul $ 1 1 10,0 10. Originally, the campaign was to plug the new store alone, and to leave out the New York connection. \t first, this seemed like a good idea, since "14th Street" to most fashion- conscious Hollywood women is slum G '—,,„ ****** v can rh the V V 4 , 'h JMARKEf Paul W. Morency, Vice-Pres.— Gen. Mgr. Walter Johnson, AssKGen. Mgr. — Sales Mgr. WTIC's 50,000 WATTS REPRESENTED NATfONAllY BY WEED * CO. 31 JANUARY 1949 57 e lift a sales curve? We don't wish to underestimate the power of a Hindu horn-blower but if you're looking for power where it counts most, CBS is your man. The total authorized nighttime and daytime power of its listed stations makes CBS the most powerful network in all Radio — and the obvious choice of advertisers who want to lift their sales curves. • The Columbia Broadcasting System kv FEbruarv 1949 Comporagroph \n next liiue SUNDAY MONDAY ODV TUESDAY WEDNESDAY THURSDAY DRV FRIDAY SATURDAY RB( IBS mBS nBC | RBI IB5 mBS RBI »' BBC CBS RIBS RBC | RBI US RIBS BBC | RBI IBS RIBS RBI T RBI IBS RIBS RBI 1 RBI IBS RIBS RBI - ** "3" Bin 8:15 8:30 8:45 -S- 9:15 9:30 TCC" *? •tty ..h™>. M, ■ <: ,..,-.. u .■ . . **¥U 3£ 3: ris: '•Sir *- "•;;«;» -I:;;;- ^^f" ■%««. ST £!K1 cs: ,!H.in ■.. • ...... IIMI .,..».»-.. ....Vih... ... ..r.^F. , 1... IH-. 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":B- | S "sffr ""%::,» 2H;B -;,i,tr '"|,«|N HS ; tSi ","~ *K ":,"• "^tS. »a^.N ',aTj» '4'£iF iS.r -s;.r -.....,....., MlW. SI IKJJ "*»* '°::'-Sc Kte ^BS. ""'""H- pale aste . ; .otS'v. '»::'7,EJ ^5. ..■:::;,.:. »'& ^li" asaa ""-;,!;■»• |»:ic. 1TH "^fe m!E .;: SSL IS" to*1 fiasi "•!iSn „SiKS. *%,. hI'3-»..' •;::•::::; asg, •asig. "^H h,;^r„ H;:;:^rK ...1'.,.... "^H "S;vs:- ^fa c "to;5!;. '-S- lie »z'.», J5SL <,.,,,,., ■ss-qr jSl "5r- £2K, T^ JSL "W *s ■ w%„ ■'•":S~ mJS^, "^ ;'«H» : .. %„« ptf u,u« 1 Februory 1949 TV Comporagroph li BBC CBS mBS HBtlPBt [BS mBS HBI _ RBC CBS IMS HB( | HBC IBS IT1BS HBC | HBC IBS IUBS HBI _ ••-fa- •'■- .:::■;'.;; ■ ^T i*Tv*; "RODNEY" in Harness Racing,- Station WHEC In Rochester ..FIRST BY LENGTHS! WHEC is Rochester's most-listened-to station and has been ever since Rochester has been Hooperated! Furthermore, Station WHEC is one of the select Hooper "Top Twenty"stations in the U.S! (Morn. Aft. and Eve.) latest Hooper before closing time. STATION WHEC MORNING 39.3 8:00-12:00 A.M. Monday through Fri. AFTERNOON 38.5 12:00-6:00 P.M. Monday through Fri. EVENING 6:00-10:00 P.M. Sunday through Sat. STATION B 25.6 27.0 STATION c 7.0 8.9 STATION D 5.0 STATION E 14.0 STATION F 7.4 9.3 11.0 5.1 35.7 34.6 6.5 7.4 14.2 OCTOBER-NOVEMBER HOOPER, 1948 Latest before closing time. Station Broad cast till Sunset Only BUY WHERE THEY'RE LISTENING:- MEMBER GANNETT RADIO GROUP p/^c^tet N. Y. 5,000 WATTS Representatives: EVERETT & M c K I N N E Y, New York, Chicago, HOMER G R I F F I T H C O ., Los Angeles, San Francisco 31 JANUARY 1949 63 NOW! ^ASSZt- f2 counties of prosperous Harkli/ain Lowf ILLINOIS • IOWA • MISSOURI NATIONAL REP. — JOHN E. PEARSON CO. EEE> (J^ulunt \AjZuxHJk 1070 KC " " " A U I U I - STATf ARIA IOOO WATTS mi NITI You can SPOT more SPOTS that are HOT SPOTS on JOHN BLAIR STATIONS! JOHN BLAIR & COMPANY REPRESENTING LEADING RADIO STATIONS Offices In Chicago • New York • Detroit ->w. ^j**"^**^ ^<«^—^^ _^"~~-«w ^»<-"»»»^ St. Louis • Los Angeles • San Francisco ; OHRBACH'S {Continued from page 56) sonality of the Week" by the ABC Pacific Network. Peter Pringle of KNX was lined up for a stunt, in which he acted as a floorwalker for the morning of the opening, and then did a human-interest broadcast on his reactions. KMPC scheduled a special 15-minute show for noontime of the opening day to be done from the store. KFWB made plans for a nighttime 30- minute show covering the close of busi- ness the first day, from a news stand- point. Possibly the one place in the cam- paign where Ohrbach's stuck its neck out was during the opening day. Ohr- bach's reasoned, on the basis of the type of radio they were using, com- bined with the basic commercial ap- peal of their New York Mr. and Mrs. show, that they would do a land-office first-day business. Therefore, they scheduled a seven-hour campaign for opening day, written and set up weeks before, to ask people to stay away. Fortunately for Ohrbach's, the pre- liminary campaign had done its job well. Some ten minutes after the doors opened, there was a crowd of 20,000 shoppers in the store. The follow-up campaign lasted nearly a week. On the day after the store opened its doors (and quickly closed them lest there be a riot), the radio copy, handled for the most part here by transcriptions, plugged the theme of "Love that store." The same theme was carried out in the other media that Ohrbach was using. It was actually kidding hucksterism. be- cause Ohrbach's had little to worry about. The neighboring merchants down the street, who had sought in vain for just one teeny price mention that they could undersell, had to take a shot in the dark and run big out- of-season sales to fight the New York intruder. There are no official figures on how much business was done on opening day, or how much Ohrbach's expects to do in its Los Angeles location. For the time being, these figures are an Ohrbach state secret. There is, how- ever, an interesting comment on how much of this business can be traced to the pull of Ohrbach's selective radio. Ore\ agencvman Chuck Lewin. like many other Grey Advertising person- nel, was there on opening day. His unofficial check showed that half of the shoppers were there due to word-of- mouth propaganda, the rest about evenly divided among the three media used — radio, newspapers, and bill- boards. Since most of the '*word-of- mouth" could be traced fairly well to the radio publicity done by Ohrbach's, radio had the edge. With the success of the store reason- ably assured. Ohrbach's plans to con- tinue using radio in Los Angeles. It will follow the same basic copy slant of Hi, Jinx!, the New York radio, stressing the quality of the fashions and the over-all low price policy. Whether a Mr. and Mrs. show will finallv be used will depend upon many factors. Orhbachs has looked at many in Los Angeles, and as yet found none it likes. Indications are that the an- nouncements-and-participations will be used for the time being. In any case, Ohrbach's is thinking now of expanding to several other cities if the Los Angeles store survives the acid test of competition and makes money. Of one thing Ohrbach's is sure. Wherever they expand to, selec- tive radio will play a major part in the continuing policies of Ohrbach's mer- chandising. . . . Just ^h<*! The Doctor Ordered ^tr> MODERN HOME PHYSICIAN publishers bought WDNC, tha SOOO watts— 620 kc CBS station In Durham, N. C. Results? IOOO books sold per month! What do you want to sell more of of lower cost? DURHAM, NORTH CAROLINA The Herald-Sun Station COLUMBIA BROADCASTING SYSTEM Rep. Paul H. Raymer 64 SPONSOR Contests and Offers PRODUCT PROGRAM a SI'OlS'SOIl monthly tabulation BORDEN CO CHESEBROUGH MFG CO CHRYSLER CORP ( DeSoto-Plymouth div) EVERSHARP. INC P. LORILLARD CO SMITH BROS CO SPEIDEL CORP FROHSIN CO LEVER BROS NATIONAL COUN- CIL OF EPISCOPAL CHURCHES PARTICIPATING Instant Coffee Cheeses, Canned Milk Vaseline County Fair Dr. Christian Wednesday 9-9:30 pm Wednesday 8:30-9 pm DeSoto, Plymouth Pens, razors Old Gold Cigs Cough drops Watch bands Department Store Hit the Tuesday Jackpot 10-10:30 pm Stop the Music Frohsin's Qui? Theatre Swan, Lux, Lifebuoy, Rinso, Spry, Silver Dust Institutional PILLSBURY MILS PROCTER & GAMBLE PROCTER & GAMBLE PROCTER & GAMBLE PROCTER & GAMBLE PRUDENTIAL INSURANCE CO RADIO ART CLUB OF AMERICA RALSTON PURINA CO REED CANDY CO INC STERLING DRUG INC U. S. TOBACCO CO Various Pillsbury products Grand Central Station Duz Ivory Flakes Ivory Snow Ivory Snow, Crisco Insurance Art prints Ralston Purina Amos 'n Andy Bob Hope Big Town Aunt Jenny Lux Radio Theater Sunday 8-9 pm (15 min ea.) Sunday 1:30-2 pm Great Scenes from Great Plays Milkman's Matinee Truth or Consequences What Makes You Tick Fashions On Parade Rosemary Jack Berch Show Great Voices of Great Singers Tom Mix Paloops Midget Boxing Dr. Lyons Tooth Paste, Powder Model, DilKs Best, Tweed tobaccos Backstage Wife Take a Number Sunday 7:30-8 pm Tuesday 9-9:30 pm Tuesday 10-10:30 pm MTWTF 12:15-12:30 pm Monday 9-10:00 pm Eagle Brand Dessert cook book Annual "Dr. Christian script- writing contest. $2,000 grand prize, 51 other cash prizes. Merchandise jackpot: DeSoto car, household articles, kitch- en equipment, etc. Value va- ries $16-30.000 $18,000 (minimum $1,000) in various cash, merchandise prizes Various merchandise from store Friday 7:30-8 pm SMTWTFS 12-6:00 am Saturday 12:30-1 pm Saturday 8:30-9 pm MTWTF 2:45-3 pm Friday 8-8:30 pm MTWTF 11:45-12 noon MTWTF 11:30-11:45 am Sunday 1:45-2 pm MTWTF 5:45-6 pm Tuesday 8:15 pm to close MTWTF 4-4: 15 pm Saturday 5-5:30 pm Total $50,000 "Tour The World" prizes. First prize: Cruise around world for two. All expenses, plus pocket money, clothes allowance, or $10,000 cash. Second prizes: 15 trips to Europe, plus pocket money, baggage, or $2,500 cash. Third prizes: Four hun- dred $10 bills Booklet: "Finding Your Way." Tells what Episcopal Church is, and what it stands for in modern world $1,000 worth of DeJur photo- graphic equipment: Camera, projector, light meters 3-piece Rogers Silver set Plate Cumulative jackpot: $25,000 cash, plus merchandise prizes. Weekly prize for best letter Two plastic storage bags $5,000 in various merchandise prizes Cook book: New Recipes for Good Eating Occasional offer of booklet Five reproductions of great masters plus various bonus print offers Miniature replica of RCA Vic- tor table model TV receiver, plus ring whistle 3 super deluxe Monark bicycles Gold-flashed love charm per- fume bracelet $5 for questions used; con- tents of jackpot if missed. $50 for correctly - answered jackpot questions Free on request to local CBS station carrying show Send 30-min "Dr. Christian" script with contest release form to contest, N. Y. Listeners send postcard to show, N. Y.. with name, address, phone number. Listeners called, guess exact wording of "Secret Saying" Listeners called, must identify tune played plus "Mystery Melody" Contestants selected from audience, answer 5 questions. If 3 questions answered correctly, receive merchan- dise prize. If 5 correct, receive chance name "Mystery Voice" for ad- ditional prize. Complete 25-word sentence: "I like large or bath size (product name here) because . . ." Send to contest, New York Free on request to local MBS stations carrying show Photographic contest. Submit still photo taken after dark. Best photos win. Send to Art Ford, c/o WNEW Send Pillsbury product coupon to sponsor, Minneapolis Complete 25-word or less sentence: "We should all support the Ameri- can Heart Association because . . ." Send with or without contribution to contest, Hollywood. Writer of best weekly letter called, attempts identify "Whispering Woman." Correct iden- tification wins jackpot. Send 50c and two box tops to spon- sor, Cincinnati Three viewers called each week. Must identify "Miss Terry" from clues. To be eligible, must write slogan, send with/without contribution for USO Drive to program Send 25c and Crisco wrapper to spon- sor, Cincinnati, Ohio Free on request to program, Newark, N. J. Send $2.00 to sponsor c/o MBS. N. Y. Send Ralston boxtop and 10c to spon- sor, St. Louis Winner of the tourney receives a bike: boxer selected as best sports- man also wins a bike: boy or girl writing best short product letter wins third bike Send ends of product carton with name, address, $25c to sponsor, N. Y. Listeners send quiz and jackpot ques- tions to program, N. Y. CBS CBS CBS ABC WRFS Alexander City, Ala. CBS. NBC NBC CBS CBS MBS WNEW N. Y. CBS NBC CBS WABD N. Y. Dumont Network CBS MBS MBS MBS WBKB Chi. NBC MBS 31 JANUARY 1949 65 id Kit ii SULE CASE HISTORY: To popularize Pal Bubble (riim. Leaf Gum Company sponsors a chapter of Tom Mix's old serial. "The Miracle Rider" every week over II BKB. One-minute film commercials precede opening and closing of each episode. Commercials feature ani- mated shots of Pal Bubble Gum. counter displays of the product, and flavor appeal copy. A sample free-offer of five one-cent pieces of bubble gum pulls more than 800 requests per show. WBKB, Chicago PROGRAM: '-The Miracle Rider" - SPONSOR: Packard-Bell VGENCY: Abbott-Kimbell Cc. CAPSULE CASE HISTORY: "Television Talent Test," am amateur hour, received one oj the largest responses in\ TV history during a two-hour period on Christmas night', Tidal wave of phone calls started when emcee Frank I)e Vol asked viewers to select winners of the programs instead of the usual panel of show-business judges. The' response was so heavy that the telephone exchange serv- ing the station was blocked many minutes at a time. Over 9.000 calls were tallied in the two-hour period for a total of 11,000 votes. KFI-TY. Los Angeles PROGRAM: "Television Talent Test" r APRONS TV results SPONSOR: L&P. Brown Co. AGENCY: Placed direct CAPSULE CASE HISTORY: This manufacturer of Ko- Kette Aprons tried to crack the department store field for years, with no success. When kathi Norris came on WABIXs morning television air with "Your Television Shopper" on 1 November, the company contracted for two spots a week. Two weeks later, as a result of cus- tomers asking for the "aprons thai Kathi shows,''' Gim- bels ordered 85 dozen. By the first of January Gimbels' reorders brought the total to 135 dozen. WABD, New York PROGRAM "Your Television Shopper" APPLIANCES FABRICS SPONSOR: B. I'. Goodrich Store AGENCY: Placed direct CAPS1 1 1 1 VSE HISTORY: George Dopp, supervisor of the B. F. Goodrich store in Covington, Kentucky (greater Cincinnati 1 bought a single participation on WLWT's "Kit< hen Klul)." Cost was split with Nash-kelvinalor. Idiling $20 to the prize given guests of the program. the Dixie //eights High School Band Mother's Club, and a small amount for give-aivays, the participation cost $75. Immediate sales totaled $750. Value of appliances in which prospects were actively interested amounted to - {,825. WLWT, Cincinnati PROGRAM: "Kitchen Klub" SPONSOR: Martin Fabrics AGENCY: Placed direct CAPSULE CASE HISTORY: When WABD initiated day- time TV programing on 1 November. Martin Fabrics sponsored the Wednesday slot of the 15-minute, five- times-a-week show called "The Needle Shop" (3-3:30 p.m.). Program gives sewing lessons. Announcements on the first six programs offered a self-liquidating book- let entitled ''How to Sew Velvet" to those sending in 25 cents. Over 300 requests resulted from the six announce- ments— a remarkable response from a new daytime pro- gram with no previously built-up audience. WABD. Nev York PROGRAM: "The Needle Shop" TOYS WATCH STIIAI'S 5PONSOR: WBKB Sustaining VPS1 1 1 CASE HISTORY : U hen U Ilk/', committed it- %elf to a Christmas party for 500 members oj ( hicugo's Dff-The-Street (dub to be held on the day before I hrist nas, the problem of obtaining toys for so many children In short period of tune anise. Ernie Simon made lit,, iO-second plugs foi gifts from citizens on his curbstone Interviett program (17-11! December) . and the ara- lam In- started, (her 3,000 toys were received with a retail value of over $7,000. More ice cream, cake, and randy arrived than could be consumed. WBKB, Chicago PROG1UM: "Curbstone < utup" SPONSOR: Ziploc Company VGENCY: Placed direct ( \l'-l 1 1 < \.SE HISTORY: Ziploc bought a one-minute participation on the "Ted Steele Show" — one a day across the board. Spot was used to demonstrate arul plug a leather natch strap priced at $1.50. For each announcement used. 80 orders were received. At the end oj th<' week, the five one-minute participations on W A BD had delivered over 400 orders to the Ziploc ( onipam . \\ Mil). New York PROGRAM: "Ted Steele Show" / f i % The Georgia Trio THE TRIO OFFERS ADVERTISERS AT ONE LOW COST: Concentrated coverage • Merchandising assistance listener loyalty built by local programming • Dealer loyalties — IN GEORGIA'S FIRST THREE MARKETS The Georgia Trio Represented, individually and as a group, by THE KATZ AGENCY, INC. New York • Chicago • Detroit • Atlanta • Kansas City • San Francisco • Los Angeles • Dallas 31 JANUARY 1949 67 ONCE A YEAR < Continued from page 33) \ru ^ ork and Philadelphia, with a Hooper rating of 49.6 and 53.1 re- spectively. Sets in use for New York were 66.8, in Philadelphia. 53.1. Other stations on which the show was carried later via films, together with the rating achieved, follow : .'. \KI>. New York 3.0 WCBS-TV, New York 3.9 WAT V. Newark. N.J 2.2 WFIL-TV, Philadelphia 2.3 WPTZ, Philadelphia 4.4 The show included seven filmed com- mercials each 1 :15 minutes long. Weiss and Oiler, Inc.. Chicago, is the Elgin Amercian agency. The Ko\al I \ pew liter Company also turned to \ ideo to step up pressure on the gift trade for its portables just before schools opened last September, and again just before Christmas. The pressure will be applied before school graduation time this Spring. Royal's agency, Young & Rubicam, New York, prepared spot film commercials for the campaign. A television spot, strictly speaking, is not equivalent, from the programing standpoint, to a one-shot program, although many spots combin- ing the aural and visual techniques have distinctly "program" flavor. Of course, except for convenience in detailed planning, advertising objec- A PA BILLION DOLLAR MARKET spread over two states Take our BMB Audience Cover- age Map, match it with the latest Sales Management "buying power" figures, and you'll see that KWFT reaches a billion and a half dollar market that spreads over two great states. A letter to us or our "reps" will bring you all the facts, as well as cur- rent availabilities. Write today. KWFT THE TEXAS-OKLAHOMA STATION Wichita Filli— 5.000 Walti — 620 KC— CBS Represented by Paul H. Raymer Co., and KWFT, 801 Tower Petroleum Bldfl., Dallas tives can't really be separated from the occasion of the one-shot and the show or event to be sponsored. The more successful one-time broad- casts are built around major holidays i national, State, and local I , local civic occasions, special events of unusual interest to a given area, and get definite extra impact by writing into the script mood and incidents connected in some way with the particular occasion. Even a continuing series makes use of this device, insofar as possible, to achieve extra punch. Sports consistently draw top audi- ences. Bowl football, championship baseball series, horse racing, etc. are well-known attractions that illustrate the pulling power of "glamour" events. Thousands of people listen to the Ken- tucky Derby broadcast who never saw a horse race, and who never hear another one broadcast until the Derby rolls around again the next year. Last August, General Motors Corp., not a regular sponsor of sports, thrilled families all over the country with its presentation over CBS of the finals of the Ail-American Soap Box Derby in Florida. Despite the fact that numbers of one-shot presentations have been aired over all the national networks, the webs offer a more limited opportunity for this form of advertising than local or regional airings. In most cases, a network advertiser won't be happy to have his show canceled in favor of another commercial sponsor. Further, events of sufficient public importance or interest to justify can- celation of a regularly-scheduled pro- gram are few — and not all of them are available for commercial sponsorship, for reason of network policy. It's commonplace for hot local events to outdraw outside attractions. When Ford dealers of Nutley and Kearney, N.J., saw a chance to saturate their anas with Ford car and service propa- ganda by sponsoring WNJR's (New- ark) presentation of the traditional Thanksgiving football classic between Kearnej and Nutlc\ high schools, they bought it. The game easily dominated listening in those communities — just where the dealers wanted to sell their services and promote good will. In Birmingham, Ala., the Loveman, Joseph, and Loeb department store gets together every Christinas with the Birmingham Little Theatre and station \\ \l'l. and puts on a "thank you" show that gets tremendous listening. I 'ii al talent doesn't have to be per- sonally sensational (although that helps I . if the event itself is sufficiently interesting. A skeptical electric appli- ance repairman in Lexington, Ky., was highly dubious about sponsoring a 15- minute remote pickup from the county fair. The WLAP recommendation pre- vailed, and the shop was flooded with new business the next day. The Gillette Safety Razor Co., has built its major advertising campaign with a year-round series of spectacular sports one-shots. They sponsor leading events and championships in baseball, horse racing, prize-fights, bowl foot- ball, etc. Each event is intensely mer- chandised and promoted to both retail outlets and the public. The most profitable use of the one- time broadcast has been where they were planned ahead so as to take full advantage of merchandising and pro- motion tie-ins. This has allowed the broadcast to lend weight or prestige to other regular advertising, as well as to accomplish the immediate objective. Some ad managers like to take ad- vantage of what might be called "in- ternal" occasions for single broadcasts, such as openings, anniversaries, an- nouncements of new lines and models, etc. Some such instances have been important enough to a community to stand on their own as listening attrac- tions. In more cases, though, the broadcast will require "the works" to attract the desired audience. That means airing the right talent or event and backing it with intensive promo- tion. One-shots can't as a rule be any less entertaining than any regularly-sched- uled program. Documentary one-shots, both network and local, have consis- tently lost audiences, not only for the period involved, but also for the period following the documentary. The answer seems to be that pro- gram people generally haven't accepted the advisability of combining the didactic purpose of the documentary with the entertainment appeal required to attract mass listening. In any event. a one-shot that ignores entertainment isn't likely t<> justify its cost. The fact that a one-shot impact can be terrific doesn't mean that continuity of elTort is less desirable. The habit of listening that brings prospects again and again into range of a sponsor's voice is built like any other habit by repetition. But the one-shot is an invaluable tool when uscil in the special situations it is adapted for. . . . bi SPONSOR 31 JANUARY 1949 69 SPONSOR SPEAKS^ P&G's Siiow Business Hedge Proctei & Gamble's move to set up a special million-dollar corporation to handle all their broadcast advertising i- no accident. For the past several \ears I'M ', ha- heen experimenting in Hollywood, producing motion picture films lor the visual air advertising medium. This \\ est Coast experiment- al production activit) was incorporated separately from its angel, and is prcs- entl) serving a number of clients aside from P&G with T\ custom- filmed programs. The aim of the soap firm is to develop a video program formula which will permit it to oper- ate as cheapl) as it does on the day- time radio air. P&G wants to keep its activit) as a show producer apart from its produc- tion ol soap «ind soap l>\ -products. It i- convinced that advertising agencies h\ themselves ma) not be in a position to develop quicklv a daytime TV for- mula. P&G doesn't experiment at the consumer level. Before a P&G pro- duct, or an advertising campaign, has been introduced it has been well tested. The only way a sponsor can be cer- tain, believes the great Queen City soap manufacturer, is to make broad- cast advertising something apart from it- regular advertising operation. When both the entertainment and the adver- tising must be created. it's wise to make building the entertainment a business too. P&G is setting a new style for adver- tisers. Just as it was the first great advertiser to spend multi-millions in daytime serials, just so is it the first manufacturer to make show business part of its business. Broadcast adver- tising is changing, and so is the ap- proach of firms like P&G. who use it as a major part of their sales plans. Expect several great drug and soft drink manufacturers to incorporate program producing organizations as part of their advertising departments. They can no longer leave a keystone of their operations to chance . . . and thev won't. This doesn't mean that sponsors will bypass advertising agencies, but that thev '11 take part of the entertainment off the agency shoulders. TV Research sI'oysok. in this issue, reports on the status of TV research. It's a fac- tual report, not an evaluation of what the 22 firms reported upon arc doing. \t some future time SPONSOR will put each research firm on the scales and check its contribution to broad- cast advertising. Radio research grew on a trial-and-error basis. It has grown to a point where its charges against the medium are larger than the research charges assumed by anv other adver- tising medium. T\ research thus far appears to be a more costly operation than radio audience measurement and evaluation. It appears that it will continue to be more costly. Thus, some action must be taken to eliminate sen ices that duplicate each other, that confuse both the buyer and the seller of broadcast time. Broadcast advertising in all its facets must have the best that America's re- search minds can produce. It must not be forced to purchase services that are variations of each other. Naturally. SPONSOR is not suggesting that the industry or anv group of advertisers or agencies combine to eliminate un- necessary research services through restraint of trade activities. It docs suggest that it's better to support a small number of worthwhile research- ers than to buy a service because it appears to flatter station, network, ad- vertiser, or sponsor. If broadcast advertising and adver- tising in general aren't discriminating in their support of TV research. they're liable to find themselves sup- porting a research stricture that is more than thev can afford and one which is making little or no contribu- tion to television advertising. The time to be discriminating is now. Applause A Ratner-Good Presentation \ ictoi Ratnei is a tough fighter. He rides roughshod over people and things -landing in the wav of a job thai he believes must be done. As a result, he frequ< ntl) leaves behind him ,i considerable numbei ol people who dislike him bitterly. He seldom, how- evei . le.iv es behind him a job undone. \\ bile it isn't possible to credit Ral nc-r w ith the new spirit at ( T>S. it can be pointed out thai the upswing com- merciall) stai ted short!) aftei his r< turn to the network. At the moment when CBS is hitting its Full stride for the first time in net- work history, he's taking a leave of absence I" prepare broadcast nrj - "all- industry" presentation. A number of other promotion men tried their hands at writing the stor) of broadcast ad- vertising without satisfying Ratner or other members of the committee which is guiding the promotion. Ratner is a supreme egotist. How- ex ii . it's onl) the egotist w ith a com- plete belief in himself and the industry he represents who can do the job that the broadcast industry deserve-. The "all-industry" presentation rates the job that Ratner can and will do. I eu men would be willing to step out ol a v .p.'s position .it the most aggrcs- ive network in broadcast historv to do an induslrv job — a job that is certain to be thankless when completed. Ratner is that kind of a person. The "all-industry" promotion is now certain to mean something to advertis- ers, agencymen, and all who want the -toiv of broadcast advertising well told well sold. 70 SPONSOR OPERATION: KNOWLEDGE No crystal ball can answer the manufacturer's question, "Is my product what the people want?" No isolated, one-shot trial in an isolated city can really prove the strength of a selling appeal. But there is a way to learn the answers to these and many other questions: It's a test in WLW-land . . . an "Operation: Knowledge" In WLW's merchandise-able area, you'll find a mirror of America. Here is not just one city; but many cities of many sizes. Here live not just farming folks and not just workers in the mines or mills; but people from every walk of life— with every type of income. Here are nearly fourteen million persons, in parts of seven states— states of the north, the south, the east and middle west. Here is a true cross section of our mighty land. And in this vast area is a radio station unique —a station which covers the area as a network covers the nation. WLW reaches millions of people every day; but it reaches more of them in some cities than others— just as a network does. It gives vast coverage but not complete coverage — no medium or combination of media can do that for the country. The advertiser who uses WLW alone is in the same position in WLW-land as the advertiser who embarks on a nation-wide program is in the country as a whole. What works on WLW is pretty sure to be sound throughout the land. THE NATION'S IE STATION C/toM&tf CMwdcaJfau? (3u>tnafot(/ Want a big slice of Ohio ? Cleveland's Chief Station with its 675,000 radio families . . . $2,300,000,000 in sales, gives time buyers more for their money in this great market. If you want a BIG slice of Ohio ask WJW or call Headley Reed. BILL O'NEIL, Presit/enf .,,\Wi////y BASIC ABC Network CLEVELAND 850 KC 5000 Watts REPRESENTED NATIONALLY BY HEADLEY-REED COMPANY V, -3 4 FEBRUARY 1949 • $8.00 a Year 12 farm advertising results — p. 24 Outlook: what's ahead — p. 12 TV headache — p. 20 Bond Bread uses selective radio — p. 22 Horace Heidt includes Junior in his travels — p. 26 o£ M&cfy and ~tf& tfeMtus o^Tn^ from the MAXIMS of George Washington born February 22, 1732 ^k YOU'RE RIGHT, MR. WASHINGTON, AND AS AMERICANS, WE ARE DOING OUR LEVEL BEST TO BE WORTHY OF THIS SACRED TRUST 50,000 WATTS CLEVELAND 50,000 WATTS DETROIT 50,000 WATTS (days) LOS ANGELES WGAR * WJR * KMPC G. A. RICHARDS, chairman of the board THE GOODWILL STATIONS TS.. .SPONSOR REPORTS. . ..SPONSOR REPORT 14 February 1949 TV time sales TV network business for January was $300,000 for time alone, it's pass $1,321,344 reported for first time by Rorabaugh. Selective TV business for in January same period was $636,163, and local-retail telecasting amounted to $385,181. This was projected from 42 stations' reports to Rorabaugh Report on TV for week of 2-8 January. -SR- Stations start Number of fulltime stations are buying time on daytime operations buying time on to push their evening schedules. WFIL, Philadelphia, started 5 other outlets February buying time on five parttime airers in and around Philadelphia. -SR- Radio still has Television is growing quickly, but Hooper's figures on comparative 97.84 of U.S. share of U.S. audience indicates as of 1 January radio had 97.84 audience and TV 2.16. -SR- New transcription Long expected transcription network (first is Keystone Broadcasting network starts System) starts 15 February with more than 116 stations. Currently this month titled Transcription Broadcasting System, network bows with five shows (19 weekly programs) . -SR- After-midnight After-midnight listening is on increase according to special Pulse audience increases survey in New York. Pulse recorded sets-in-use figure for from midnight to 1 a.m. of 13.9, while last survey made (April 1947) tabbed 9.4 as sets-in-use figure. Listeners per set-in-use were reported as 1.76. Art Ford (WNEW s "Milkman's Matinee") was rated 4.0 between midnight and 1 a.m. -SR- N.Y.-TV producing According to CBS, TV viewers are being reached in New York at at viewing cost figures competitive with newspapers. CBS claims viewers for "Toast competitive with of the Town," sponsored by Emerson Radio, at $7.21 per thousand, newspapers while a full page in New York Times delivers at $7.15 a thousand, World-Telegram at $7.44 and Herald-Tribune at $9.10. CBS' "Lucky , Pup" produces at $3.77, and "Winner Take All" at $6.45 per thousand. -SR- Turnover factor Importance of turnover of audience is indicated in latest WLW- in listening Nielson report. Station during four measured weeks (February-March indicated by new 1948) reached 83.9% of all 3,539,580 radio homes in its "Merchan- WLW-Nielsen report dise-Able Area", yet it only received 19.5% of all listening in that area which is covered by 213 stations. SPONSOR, Volume 3 No B. n Februs ! 1949 Published i UOndaj bj SONSOH P Inc.. -2nd and Elm. B I, Mn.. nil i Irculatlon Offices 10 West 'C Street. Ne« York L9 N.l S8 a year In l S. (9 elsewhere. V i entrj .i- 14 FEBRUARY 1949 I RE PORTS... SPONSOR RE PORTS. .. SPONSOR 1,200,000 TV homes Although NBC reported 1,000,000 TV sets in homes as of 1 January, by middle of Feb. this figure is already outdated, with nearer 1,200,000 TV homes available to advertisers as of 15 February. Set manufacture is leaping, with nearly 200,000, including kits, produced in January. -SR- Video storecasting Video storecasting has been added to other point-of-sale broadcast arrives advertising. Grand Union chain, ABC-TV, and Modell and Hasbruck have joined to bring visual entertainment to giant markets in New York area. Twenty stores are scheduled for operation by 1 March, with 4 TV 16-inch receivers in each market. Eventual New York in- stallation is scheduled to be 160 giant markets, with TV selling programs aired from 2 to 4 p.m. daily and from 10 to 12 a.m. on Saturdays. Twenty-four one-minute commercials are being offered for sale in two-hour period. -SR- Berle rates high Milton Berle ' s ABC radio network program rates in top ten of Pulse in N.Y. with reported programs. Since Berle never made top ranking in any pre- his radio show vious radio attempts, credit is being given his TV Texaco program for making them listen in metropolis. -SR- "Set in Every Room" Radio Manufacturers Association "Radio in Every Room" campaign runs builds sales 31-150% from 27 February to 12 March in Des Moines. Campaign, which has been run in Hartford, New Orleans, Salt Lake City, Indianapolis, and Trenton, has increased sales from 31 to 150%. -SR- City Hooperatings Charleston, W.Va., is 100th city to have City Hooperatings . Sub- now in 100 areas scribing stations in this area include WCAW, WCHS, WGKV, WKNA, and WTIP. New York reports will be issued 12 times a year instead of six, and same increase in frequency is planned for Los Angeles and Chicago. THIS ISSUE FARM CASE HISTORIES prove that rural sta- tions both serve and sell. Twelve re- ports on page 24 EARLY A.M. MARGINAL TIME includes "A" selling hours. "Rise and Shine" reports why and how it sells. page 17 OUTLOOK, SPONSOR'S newest feature, isn't cheerful this month. Its forecast is vital. page 12 TV 4-NETWORK PROGRAM COMPARAGRAPH reports complete list of sponsors and programs on TV networks. page 59 HOW TO TRAVEL A SHOW tells in three pages of pictures some of the facts of road- life, page 26 TEN YEARS OF SELECTIVE RADIO history has Bond Bread. Its success is no accident. page 22 BLACKSTONE ESTABLISHES its washing ma- chine name with a dealer-co-op program that's different. page 29 LOOKING AHEAD Automobile industry's use of broadcasting will be studied in a four-part analysis, covering car manufacturers, dealers, parts manufacturers, and gasoline and oil. It starts 14 March. Station merchandising and how it works is scheduled for 28 February issue Daytime television has problems all its own. What they are is another 28 Febru- ary story SPONSOR The INTERMOUNTAIN FARM NETWORK Sells the prosperous Intermountain farmer through 9 stations. Programs slanted to farmers' local interests. ft ft ft INTERMOUNTAIN FARM GROUP KMON Great Falls, Mont. 5000W-560kc KID Idaho Falls, Ida. 5000W1360kc KFXD Nampa-Boise, Ida. 1000W-580kc KVNU Logan, Utah 10O0W-610kc KSVC Richfield, Utah 1000W-690kc KOVO Provo, Utah 1000W-960kc KPOW Powell, Wyoming 100OW-1260kc KWYO Sheridan, Wyoming 1000W-1410kc KVMV Twin Falls. Ida. 250W-1450kc ALL NINE FARM MARKETS. Only the INTERMOUNTAIN NETWORK FARM GROUP covers ALL of the important farm areas in the Intermountain West. This includes: 72% of all the farms and 80% of all the farm income in Utah. 82% of the farms and 84% of the farm income in Idaho. 100% of all the farms and 100% of all the farm income in Montana. 33% of all the farms and 42% of all the farm income in Northern Wyoming. NO WASTE COVERAGE. Metropolitan centers and major urban population counties are excluded from the INTER- MOUNTAIN NETWORK FARM GROUP, as are desert wastelands. Every dollar spent on the Farm Group is for rural coverage, assuring advertisers of intense penetration of the nine farm markets. FARM STATIONS FOR THE FARM AUDIENCE. Each station in the Farm Group programs for its particular type audience. This includes: KID, located in the heart of the rich potato producing Snake River Valley. KVNU, nerve center of the highly developed dairy industry of the lush Cache Valley. KMON, KPOW and KWYO, serving the prosperous wheat and cattle farmers of Montana and Northern Wyoming. Each of these station's program structures are slanted to the interests of the farming activity in the particular area it serves. PROSPEROUS FARM MARKETS. Here in the Intermountain West farmers have the money to buy. Cash income per farm in 1947 shows Wyoming in 4th place nationally, Montana in 7th, Idaho 15th and Utah 24th. ECONOMICAL GROUP RATE. Two or more stations of the FARM GROUP earn 1 0% discount. See Standard Rate and Data. EASY TO BUY. One scheduling, one contract, one affidavit, one billing. THE INTERMOUNTAIN NETWORK Inc. , Inc. National Representatives New York Chicago los Angclci Son Francisco Atlanta 14 FEBRUARY 1949 ill mm lllllll WmWi llilig mwwm Wtt:Mi ■:■:•:■>:•:■:■:•:■;■:< .... VOL. 3 NO. 6 \4 ftWVlNW A9A9 SPONSOR REPORTS 40 WEST 52ND NEW AND RENEW OUTLOOK MR. SPONSOR: ROSS D. SIRAGUSA P.S. RISE AND SHINE THE BIS TV HEADACHE BOND BREAD AND SELECTIVE FARM CASE HISTORIES HOW TO TRAVEL A SHOW BLACKSTONE'S 50-50 ADS TALENT LAMENT MR. SPONSOR ASKS TV 4-NETWORK COMPARAGRAPH TV TRENDS SPONSOR SPEAKS APPLAUSE 4 9 12 14 15 17 20 22 24 26 29 30 44 59 67 70 70 line! biVrecklJ by SPONSOR PUBLICATIONS INC. : ii-. In \\ , ■ , ■ Strei '. ■'. \ v Telephone: Plaza 3 112111. OH " -. Mil. ,ii. Vvrnui Ti lephonc: Fin- 55*5 Publication Onlces: 32nd and Blm. Balth e. M'l Sub pripl Ion United Stati yea I nnadn $!> Printed In U. S. A. ( SPONSOR PUBLICATIONS INC. ni and Pnbl i Gleni J.imi' < oupei Glenn Ed toi Josep 1 i I i i i.. i i [I Rcsea i Braunei \ 1 ' .i hk Director: I* lei .1 1 Deparlmenl \l II U B m ll • . ■ i. .!, . i I , \,, . I, I . ' an \ Bcotl ,\ Co . 148 S inn Slrei i; (Sal I 'tl & Co., Mill HI I ., Milton Kayc COVER rn I i RE: Th<- only way thai H ii . Inking him along as thi Philip [o Hi i 'i am ti 40 West 52nd REYNOLDS FIRST I just read "Broadcasting and the Broker." ^ i -n might be interested to know thai our client. Reynolds and Com- pany, was the first member of the New York Stock Exchange to use Television in America. We paved the way, and you write a storj without even mentioning this show. It was on Station WPTZ for 15 weeks. 15 min- utes each week. Herbert Ringold Director I'll Hip Klein Philadelphia COLGATE OBJECTS You can well imagine our astonish- in in at the article that appeared in your January 17th issue of sponsor, in your Sponsor Reports column, to wit: "Colgate Toothpaste is number one tooth scrubber in U.S. It's only Colgate-Palmolive- Peel it,, dart that leads it* fiiid. We don't know who your source is. but we would like to call to your attention the fact that the Colgate- Palmolive-Peet Compam has many- leaders among its products. Colgate Tooth Paste is a leader which you have reported correctly, but so is Halo Shampoo the leader in the Liquid Shampoo field, while another one of our good products. Lustre-Creinc Shampoo is the leader in the Cream Shampoo field. It also happens that the largest selling Lather Shaving Cream in this country is Palmolive Lather Shaving Cream. I think we've blown our horn loud enough to let you know that we have man) leaders in our field and could not resist the temptation i * • so inform ui so that you might check your source. R. E. Heal-s v. p. Colgate-Palmolive-Peet Company fei sey < ity, V. /. V/RONG TIME I was ver\ much astonished to read the portion of your storj Down to Earth on page 73 wherein you saj we w ill mil allow an e.t, announ :emen1 on the air until ( Please turn to page 6 > it o clock at night. Your Sales in Houston will Match this Index WHEN YOU USE IN THE SOUTHS FIRST MARKET All "vital statistics" show that Houston and its great Gulf Coast market are growing lustily. Department store sales are up 23'/ for the first 1 1 months — tops among Texas cities. Building per- mits for 1 1 months jumped from $65,080,064 in 1947 to $92,273,372 in 1948. Harris County population increased from 740,000 to 780,000. To sell Houston and the Gulf Coast, buy KPRC — FIRST IN EVERYTHING THAT COUNTS. I&h HOUSTON 950 KILOCYCLES • 5000 WATTS NBC and TON on the Gulf Coast Jack Harris, Manager Nationally Represented by Edward Petry & Co. tlene'l the. UNVARNISHED TRUTH! KXEL HAS CHANGED LISTENING HABITS IN IOWA MORNING Distribution of listening homes among stations throughout the area Monday through Friday, 7:00 A.M. to 12:00 A.M. 18.4% 15.6% This comprehensive area study was made in the fringe of counties surround- ing KXEL, extending as far as 100 miles from transmit- ter, and did not include KXEL's home county or the five adjacent counties. Des Moines Cedar Rapids NBC CBS 2.9% Waterloo Station A .8« Waterloo Station B Conlan's newest comprehensive sfudy of listening hab- its in Northeast Iowa proves conclusively that KXEL has MORE LISTENERS in Iowa's richest market than any other radio station. These authoritative figures are not a poll or a prediction. They are the unvarnished truth showing results of listening habits based upon 34,914 contacts. Here are just a few of these important facts con- tained in the latest Conlan comprehensive study. AFTERNOON Distribution of listening homes among stations in the same area Monday through Friday 12:00 P.M. through 6:00 P.M. 26.2% 15.1% KXEL Des Moines Cedar Rapids NBC CBS 2.5% Waterloo Station A 0.9% Waterloo Station B National Champion farm programs are tops in production, tops in tanship, tops in selling and tops in listening response, neets the selling and promotional requirements of every sponsor who 1 to reach the rich Northeast Iowa market area. jour Avery-Knodel man and get the unvarnished truth pertaining to eat market area and the station that sells it completely. KXEL 50,000 WATTS ABC Josh Higgins Broadcasting Company, Waterloo, Iowa Represented by Avery-Knodel, Inc. Covering the great "KXEL Rural City". WFBL SYRACUSE, N.Y v/ith the NEWS Ray Owens Newscaster 11:30-11:45 a. m. Highest Hooper in Town for Any Local Program Day or Night 9 7 Latest •* Report FRANK J. COSTELLO, Mayor of Syracuse, says: "/ heartily approve your present method of handling the news. Mr. Owens commands the respect of every- one in the City Hall for his unbiased treatment of the news. It is my opinion that this type of broadcast is preferred to one in which personal opinions enter." Straight News Reporting WFBL reports the FACTS — not opinions, a rigid policy which has paid off in the BIGGEST SHARE of DAY and NIGHT AUDIENCE in Syracuse! 14 Newscasts Daily WFBL keeps folks informed on the local, na- tional and international scene. WFBL not only scoops the town, BUT other stations as well! Ask Free & Peters for the WFBL News Booklet and Availabilities WFBL BASIC CBS IN SYRACUSE . . . THE NO. 1 STATION 40 West 52nd /Continued from page 4) Our ruling is no transcribed an- nouncements before 8:00 a.m. and no transcribed programs before 9:30 a.m. Ben Ludy General Manager WWW Kansas City LOST COPY In the early part of 1948 you ran an article on the candy manufacturers' use of the broadcast medium, which article I found very interesting and passed on to one of our other clients. Unfortunateh. this client has lost the magazine, and I would appreciate it very much if you could forward to me immediately another copy. John K. Baldwin All-Canada Radio Facilities Vancouver, B. C. 0 Candy "industry" report was sent to Mr. Bald- win. SPONSOR industry stories are virtually "timeless. *' ON "DISTRIBUTION" Would you be so kind as to send us by return mail. 3 additional copies of your issue of January 3. and bill us for the cost, plus postage and handling. May we also take this opportunity to compliment you on the splendid han- dling of the story on Glass Wax in that issue. It is one of the most workman- like analyses of a problem of distribu- tion and advertising that it has been our pleasure to run across. Jean Hadley Penman Neil Seattle CLIENTS ASK FOR SPONSOR It is our intention to start sending subscriptions to sponsor to our local advertisers. Vte have found that not onl\ we. but our advertisers as well, get a great deal of valuable informa- linii from your publication and it is practicalK impossible I" keep a copy of SPONSOR here long enough to read it because one of our sale-men finds something in SPONSOR thai is useful to one of his client-. The client- them- sel\ es arc now asking foi the magazine. AclualK l you will be glad to know I here at (M'W. si'oxsou i- e\ er\ thing from a program directoi - text hook to ( I 'I ease turn to page 50) SPONSOR __ MAGIC • Your spots and programs sound better over WFAA because of the vast technical know-how at the fingertips of its corps of 26 engineers. Together, they count 5 1 5 years of broadcasting experience. Singly, each is an expert specializing in one particular phase of technical operation. Nowhere in radio is specialized technical know- how more demanded or more evident than at WFAA, Dallas. REPRESENTED NATIONALLY BY EDWARD PETRY and COMPANY DALLAS 820 NBC • 570 ABC TEXAS QUALITY NETWORK Radio Service of the DALLAS MORNING NEWS By order of FCC. WFAA shares time on both frequencies 14 FEBRUARY 1949 IS TOPS KFH is TOPS in the Wichita market. This fact is verified by every study of radio listening habits conducted in this area. There are definite reasons for this listener prefer- ence and advertisers with a radio message for the Wichita market will do well to consider the KFH audience — it's TOPS by every standard. 500D Watts - ALL the time REPRESENTED NATIONALLY BY EDWARD PETRY & CO., INC. Kirks WICHITA, KANSAS SPONSOR // FKBRl ARY 1949 I New on Networks New and renew SPONSOR AGENCY NET STATIONS PROGRAM, time, start, duration Dr. A. Posner Shoes Inc llomemakers Institute .V Serve] Gas Refrigerator Dealers International Harvester Co Benjamin Moore & Co Phillips Petroleum Co William H. Wise & Co Hit shon-Garfield BBD&O MrCann-Krickson St. George & Keyes Lambert & Feasley Thv ing & A It in. in All!' ABC NBC MBS ABC ABC 16 11H Big 'N' Little Club; Sa 10:311-11 am; Jan 15; 20 wks What's Mv Name; Sa 11:30-12 noon; Feb ">; 52 wks 166 Harvest of Stars; Su .">:30-6 pm; Apr 3; 52 wks Your Home Beautiful; Sa 10:30-10:45 pm; Mar .">; 13 »ks 68 National Barn Dance; Sa 9-9:30 pm CST; Mar 19; .">2 wks 120 Jane Jordan: MTWTF 11-11:15 am; Jan 2 1; 52 wks Renewals on Networks SPONSOR AGENCY NET STATIONS PROGRAM, time, start, duratior (ieorge A. Hormel & Co Frank H. Lee Co Johns Manville Corp Pillshury Mills Inc Shotwell Mfg Co Sterling Drug Co 1". S. Tobacco Co Williamson Candy Co BBD&O ABC 204 William H. Weintraub ABC 2f>9 J. Walter Thompson MBS 373 McCann-Ericksun CBS 130 Wade MBS 490 Dancer-Fitzgerald-Sample NBC 155 Kudner MBS 452 Aubrey, Moore & Wallace MBS Girls- Corps; Sa 12-12:30 pm; Mar 5; 52 wks Drew Pearson; Su 6-6:15 pm; Feb 27; 52 wks Bill Henrv; MTWTF 9:55-10 pm; Jan 3; 52 wks Grand Central Station; Sa 12:311-1 pm; Feb 26; 52 wks True or False; Sa 5:30-6 pm; Feb 5; 52 wks American Album of Familiar Music; Su 9:30-10 pm; Jan 23; 52 wks Take A Number; Sa S:30-9 pm; Jan 1; 53 wks True Detective Mysteries; Su 4:30-5 pm; Feb 27; 52 wks National Broadcast Sales Executives (Personnel changes) NAME FORMER AFFILIATION NEW AFFILIATION Robert Hoag George E. Inghrain Paul A. Kehle (ieorge Lasker H. P. Lasker Charles G. O'Neill Herman M. Paris Peter Robeck J. E. Van Ness John C. Warren TV sis coordinator gen mgr KTSL, H'wood. WMAW, Milw., vp, WTBF, Troy Ala. WORL, Boston, mgr WLW, Cinci.. Card Card div dir Radio Corp of America (RCA Victor div), Camden N..L, asst to vp of tube dept KNX, H'wood., mdsg mgr KM v. Shenandoah la. WNBC, N. V., arct exec Same, sis mgr WISN, Milw., sis mgr KVER, Albuquerque N. M.. sis mgr Friendly Group stations, Boston, gen sis mgr WLW-D, Dayton, sis dir WNJR, Newark N. J., sis mgr WWDC, Wash., gen sis mgr KTTV(TV), L. A., sis mgr Wisconsin Network, Wisconsin Rapids Wise, sis WNBC. WNBT. N. V.. sis mgr Sponsor Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION C. M. Barnes Hugo L. Bell D. C. Berry R. Stewart Boyd Henry P. Bristol Lee H. Bristol King Cole Marc Cramer Austin T. Cushman V. L. Donahue Hans Erlanger Albert E. Foster Michael S. Freeman Done Gates John R. Gilman Edward A. Gumpert w. ('. Johnson Robert P. Kelley Nathan S. Lanning Edward A. Leroy Frederick M. I. unit i David A. Lipton C. P. Lynch Stanwnod Morrill Maurice F. O'Shea Firestone Tire & Rubber Co, Akron ()., div chief Lehn & Fink Products Corp (Lehn & Fink div), N. Y., vp, dir McKesson & Rohbins Inc, Bridgeport Conn., asst adv mgr National Biscuit Co, N. Y., asst adv mgr Bristol-Myers Co, N. Y., pres Bristol-Myers Co, N. Y., exec vp Kingsbury Breweries Co, Manitowoc Wise, vp, sis mgr Sears, Roebuck & Co, L. A., district mgr Hunt Foods Inc, L. A. Lever Brothers Co, Cambridge Mass., radio mgr Kompolite Building Materials Inc, N. Y., sis mjrr Lever Bros Co, Cambridge Mass.,vp, dir Rheem Mfg Co, N. Y., asst adv mgr Admiral Corp, Chi., gen sis mgr lln •sbon (,.u field, N. Y., acct exec Pepsi-Cola Co, N. Y., asst vp Jacob Ruppert Brewery, N. Y., exec vp, gen mgr Universal-International Pictures, N. Y.. exec coor- dinator of adv. prom Same, L. A., sis mgr Same, vp in chg sis, mdsg Same, adv mgr Same, adv mgr for cereals, dog food Same, chairman of board Same, pres Same, pres Julius Wile Sons & Co, N. V., adv dir Same, vp in chge Pac coast territory Morton Salt Co, Chi., gen sis mgr Same, gen sis mgr Same, media dir E. L. Cournand Co, N. Y.. adv, sis prom dir B. F. Goodrich Co, Akron ()., adv, sis prom mgr Associated Lines Colgate-Palmolive-Peet Co. Jersey City N. J., vp National Biscuit Co, N. Y., adv mgr for biscuit, bread, spe- cialty prods Same, vp in chge sis General Mills Inc, Mnpls, Young's Hat Stores, N. S" Same, vp Same, pies Same, adv, publ dir Lever Brothers Co, Cambridge Mass.. radio timebnyer Lambert Pharmacal Co, N. Y., vp in chge sis. ad\ Kingan & Co, Indianapolis, adv mgr Js mgr Home Appliance dept , sis prom mgr In next issues .Y#»ir \athnial Selective Business, New ami Kvnvu-vd on TV \th rriishui Atjvnvu t*vrstninvl 1 htmuvs. Slalhtn Kvpiwsvniatirv Changes Sponsor Personnel Changes (Continued) NAME FORMER AFFILIATION NEW AFFILIATION • . F. Parsoiu Helen B. Roth Raymond P. SchafTer Alvin G. Schmale Marry F. Schroeter William V. Shaftner Walter II. Slellner Francis J. Weber l.ihn Whitehead I "uis .1. Whitestone Rosa l. Winning Zenith Radio Distributing Corp, N. Y., sis mgr Chicago & North Western Railway System, Chi., asst adv mgr Sweets Co of America, Hoboken N. J., grocery sis mgr National Biscuit Co, N. Y., asst adv mgr for bis- cuit, bread, specialty prods Pacific American Steamship Assn. S. F\, adv, pub rel dir Motorola Inc. Chi., vp of home radios. TV receivers Shirriff's Ltd, Toronto, asst to vp in chge adv National Match Book Association, Chi. Sheffield F'arms Co Inc. N. Y.. dir, city prodn mgr Same, gen mgr Lane Bryant, Pittsb., adv mgr Same, adv mgr Honey Butter Products Corp, Ithaca N. Y., sit, adv dir Same, media dir Wine Growers Guild, I odi Calif., adv, pub rel dir Same, vp of mdsg Arnold Bakers Inc, N. Y., adv mgr Same, adv mgr Lion Match Co Inc, N. Y., adv mgr Same, gen sis mgr New Agency Appointments SPONSOR PRODUCT (or service) AGENCY Adler Sons Shoe Corp, N. Y All (lean Maintenance Co, Oakland Calif Alumaroll of Detroit Inc, Detroit Avco Manufacturing Corp (Crosley div), Cinri. B- 1 Beverage Co, St. L Barricini Candies, N. Y BerghofT Brewing Corp. Ft. Wayne Ind Birk Bros Brew ing Co, Chi Block Drug Co, N. Y Boston Edison Co, Boston Boyle-Midway Inc, N. Y ISrist.m-Wheeler Inc, N. Y E. & J. Burke Ltd, < rosse Ac Blarkwell, N. Y. Balto. Culver of California, L. A Dauy men's League Co-operative Assn Inc, N. Y. Dude Ranch Foods Co, Long Beach Calif F.rw in-Chevrolet Inc, Phila I jslej Shirt Co Inc, N. Y Gibson Refrigerator Co, Chi Glemby Co (G.H.S. Corp div), N. Y Granada Wines Inc, Cambridge Mass Highway 50 Assn, S. F Hollj Meat Packing Co, Oakland Calif International Automobile Exposition, N. Y International Silver Co (Rogers Sterling div), N. Y. Jahraus-Braun Co, Buffalo Jar mine Inc, Sioux Falls S. D Kiddie Seat Corp, N. Y G. Krucger Brewing Co, Newark N.J. La (rosse Breweries, La Crosse Wis Langendorf-United Bakeries Inc, S. F Lew is Howe Co, St. L Lyte Aerosweep Corp, Plainfield N. J Leo J. Meyberg Co, S. F Mickelberry Food Products Co, Chi Louis Milani Foods Inc, May wood Calif Mountain View Nursery Co, McMinnville Tenn Nanasi Co Inc. West New York N. J New York, New Haven & Hartford Railroad. N. Y. . Nuffield Organization, Cowley England Old Homestead Baking Co, S. F Pacific Guano Co, Berkeley Calif Nat Peterson Motors Inc, Ozone Park N. Y Philippine Air Lines Inc, S. F. PoTofied Down Products Corp, N. Y Rexon Inc, N. Y I in-, in Rothmund Inc, Somerville Mass Saratoga Raring Association, Schenectady N. Y I scot) Schmidt Brewing Co, St Paul, Minn Segal Safety Razor Corp, N. Y Spear &. Co. N. Y A. E. Staley Mfg Co, Decatur III -I.. Nil t Corp, L. A. Standard Brands Inc (Special Products div), N. Y. . Sulfur — H Chemical Co, N. Y Richard E. Thibout Inc. N. Y Felevision Distributors, Oakland Calif Town Toasl < ". Phoenixrille Pa, Tree Sweet Products Co, Santa Ana Calif. lames Vernor Co, Detroit Williams Potato Chip Co. S. F .Shoes .Restaurant maintenance Alumaroll home, commercial awnings. . .Electronics, household appliances .B-l lemon-lime soda, sparkling water.... . Candy .Beer .Beer .Dentu-Grip .Utility . Aerowax .Millar Retractable Ball Point Fountain Pens . Burke's ale .Kippered herring, herring in tomato sauce, Keiller's Cundee Marmalade, cake, shortbread . Men's clothing .Milk and milk products .Dude Ranch Chuck Wagon . Automobiles .Essley shirts, sportswear .Ranges, home freezers, refrigerators .Whirl-A-Wave .Wine . Trade assn .Holly brand meats . Automobile show . Silverware .Department stores .Pharmaceuticals I p-See-Daisy baby trainers .Beer .Beer . Bread, cake .Turns, NR tablets .TV antenna rotator .RCA Victor TV receivers distributor .Mickelberry Old F'arm Sausage Products . Foods .Trees, shrubs .Bracelets, watch attachments, jewelry .Railroad . Morris cars .Baked goods . Fertilizers .DeSoto, Plymouth dealers .Air travel .Pillows, comforters, upholstered cushions .Thorens pocket, table lighter distributm . Spin-a-way ash trays mfg .Dutchman's Pork Sausage .1949 Saratoga race meeting Beer Safety razors .Furniture chain Starch prods .Home Barber comb Bulk pharmaceutical, malt dept Sulfur-X hair, scalp preparations .Wallpaper .TV sets I.iwn Toasl ' ookies, American Lady ( oiikies Tree Sweet canned juices Verner's ginger ale Potato chips Frederick Clinton, N. Y. Ad Fried, Oakland Calif. Shutran Mahlin. Detroit Benton & Bowles, N. Y. Wesley K. Nash, St. L. Madison, N. Y. Fletcher D. Richards. Chi. Erwin, Wasey. Chi. Redfield-Johnstone, N. Y. John ('. Dowd, Boston W. Earle Bothwell, Pittsb. Fred Gardner, N. Y. Ogilvy, Benson & Mather, N. Y. Erwin, Wasey, N. Y. Consolidated, L. A. Barlow, Syracuse N. Y. J. G. Stevens, H'wood. Gray & Rogers, Phila. Ray Austrian, N. Y. W. W. Garrison, Chi. Harry B. Cohen, N. Y. Daniel F. Sullivan, Boston .lames S. Nutter, S. F. Ad Fried. Oakland Calif. Altomari. N. Y. Fuller & Smith & Ross, N. Y. Adam F. Eby, Buffalo Victor Van Der Linde. N. Y. Moss, N. Y'. Geyer, Newell & Ganger, N. Y'. Erwin Wasey, Mnpls. Biow, S. F. Dancer-Fitzgerald-Sample, N. Y'. Conti, N. Y. Ilonig-Cooper, S. F. Srhwimmer & Scott, Chi. Jordan, L. A. Louis A. Smith, Chi. Stephen Goerl, N. Y. St. Georges & Keyes. N. Y. Holland, N. Y. Brisacher. Wheeler & Staff, S. F. Roy Durstine, L. A. Muss. \. V Walther-Boland, S. F. Moss, N. Y. Peck, V ■). John ( . Dowd, Boston George R, Nelson, Schenectady N. \. Olmstead & F'oley. Mnpls. Cayton, N. Y'. William Warren, N. Y. for TV Rnthrauff & Ryan, Chi. BBD&O, I.. A. Raymond Spcctoi, N. Y'. W. B. Doner. N. Y. Jackson, N. Y'. Ad Fried, Oakland Calif. Clements, Phila. BBD&O, 1.. A. Zeder-Talbott, Detroit Hoefer, Dieterich & Brown, S. F. EASTERN Sales Manager WESTERN Sales Manager 14 FEBRUARY 1949 Wythe Walker Tracy Moore 551 -5th Avenue, New York City 6381 Hollywood Blvd., Hollywood, Calif. II Forecasts of things to come as seen by radio authorities Outlook ICC Not Likely to Grant RR Freight Rate Rise Despite railroad advertising both on and off the air on subject of freight rates, there is ever) indication that the 13' ( increase requested bv the roads will not be granted them 1>\ the Interstate Commerce Commission. Feeling of Commission is that roads are '"pricing them- selves out of their market" 1>\ continuous increase in rates. Roads, however, feel that the) must have increase to meet im Teases in cost of doing business. Cost-of-living index continues down Indicative of the "leveling-off" process that is taking place currently, practically all unions which have contracts tied to a cost-of-living index Usages up when living costs are up. and wages down when cost-of-living slides I have agreed, or are about to agree, to wage cuts. Little notice of the wage cuts is being given either by press or radio, but they're taking place and there will be more of them before the slide is over. Harder selling is due in most advertising, including broadcasting, and network con- tinuity departments are sweating, checking claims in copy being submitted l>\ inanx linns now on the air. World-Wide Financial Help to Continue Past 1951 Marshall Plan, which is not only a roadblock to Russia's European expansion, bul also a business stimulant here in the U.S., will not end in 1951. When the Plan is scheduled to ha\e run its course, a new cushion to world- wide econom) will be sel up with both business and labor backing the move. Radio and TV will carry the ball with the press in conditioning the public to accept the picture of the U.S. as a world banker and benefactor. Homes Not Selling Despite housing shortages in most metropolitan areas. homes are not selling this Winter and will have to he "dumped" on the market in Spring at less than they are currently priced. Real estate advertising will begin to appear on local air in March ami will increase in April and May. Black-and-white advertising is presently not moving neu houses except in the low-priced category. Vacation big business in 1949 Vacation travel during 1949 is due to set a new high. Ever) 9Urve) made during the end of 1948 and during I anuar) 1949 indicates thai Europe this yeai will see any- where from three to four times the \merican tourists thai it saw in 1948. If restrictions are lifted to still occupied zones, the increase ma) be even greater. Tremendous amount of TV sustaining time devoted to travel film i> given as on.- reason foi increased distance that this vear's vacationer'- want to travel. Biggei reason can be found in man) foreign-bom citizens wanting to see their old homelands. I ln\ Faved for years for it. 12 Men's Clothing Advertising Addressed to Women Men's clothing industry, feeling that it's made little or no headway in making men style-conscious, is now going to work to sell women on men being "properly" dressed. (dothing sales have slid off generally during past tivo months and having tried most other approaches unsuc- cessfully, industry will note try to influence women to influence men. Stock prices within Average Workers' Means So many big corporations are profit-conscious that its expected that stock split-ups will be ver) common during this and next year. Idea is to price stock so low that dividends per share will also be low. Plan is also to price stocks so that the average American worker can buy a few shares for himself. Stocks priced at $100 or over will be the ones most subject to the "four for one breakup, and some ma\ actually be broken up at a higher ratio than that (as high as "ten for one"). Adver- tising for these firms (once a split-up has taken place) will carrv the "owned by thousand of workers, etc." now employed by AT&T and other great utilities. Broadcasts sponsored by all big companies that have been able to spread stock ownership will carrv copy on the fact. Independent Stations Start Special Programing Realists among independent radio station operators in big city areas where a number of T\ stations are on the air are turning their sales guns on hours when television isn t. as seen now. a big audience factor. Thus far there is little indication that the "rise and shine" hour will get much viewing, and the after ten p.m. audience still isn't too visual-minded. These non-network stations are also planning to pinpoint much of their programing to specific groups that may not be served bv T\ . which must be, to meet costs, mass entertainment. Auto Time Payments Rules to Be Eased Automotive industry, sparked in this case by Kaiser- Frazer, will win its point, and the number of months buyers will be permitted to take to pa) for new cars will be upped gradually from the legal IS months to 24 months and then to 'M). Slow-down ol customer automobile buv- ing. ever more than indiistiv pressure, is bringing the relaxation of time-payments rules. Once short-term credit is relaxed, car firms are expected to turn on steam in their advertising. Radio will be first medium used to tell buy- ers, "It's easier to bu) your new ear now." SPONSOR Thv Outlook for WLS Advertisers this spring is for CONTINUING 11 ESPOUSE w, HEN they write, they're listening . . . and furthermore, letters from radio listeners are proof of an active and responsive audience. Consider these WLS result stories for the first three weeks of January: 0 A hot cereal advertiser, with a five-a-weck kid show in the morning, received 6.795 letters, all with proof of purchase, when he offered Valentines for 10y and a label. 0 A macaroni advertiser on "Feature Foods" offered pencils for 10*1 and a label . . . and received 1,009 requests. 0 Martha and Helen offered a leaflet on stain removal . . . 1,058 women asked for it! £ A sustaining, once-a-week half-hour has drawn 34,298 listener letters — request numbers, with prizes offered for numbers the entertainers cannot play. T, HESE are only four of many stories to prove that WLS Gets Results, that people in Chicago and Midwest America listen to WLS — listen and respond. For further evidence, ask us . . . or any John Blair man. <£^2^<^^<^^ 890 KILOCYCLES, 50,000 WATTS, AMERICAN AFFILIATE. REPRESENTED BY JOHN BLAIR AND COMPANY - :s for Profitable Selling WDEL WILMINGTON D E L A W A R E WEST EASTON :nn s ylva n i a WKBO HARRISBURG PENNSYLVANIA WORK YORK PENN SYLVAN I A WRAW READING P E N N S Y LVA N I A, WGAL LANCASTER PENNSYLVANIA Repreienled by ROBERT MEEKER ASSOCIATES Loi Angelet New York San Franciico Chicago STEINMAN STATIONS Mr. Sponsor Ho** II. >ir;iiiii>;i President Admiral Corporation, Chicago, III. Ross Siragusa is self-made in the grand tradition. His biography reads like a blend of Jack Armstrong, Tom Swift, and Superman. Twenty-five years ago the youthful Siragusa. son of an Italian immi- grant, was sitting up nights perfecting a new transformer he had designed. A salesman as well as an engineer, he parlayed his inven- tion into the Transformer Corporation of America, refused $5,000,000 for it in 1924, was cleaned out in 1929. Siragusa landed on his feet somehow, pawned his car and furniture, raised $3,400. and started in again. The second time around produced the Admiral Corpora- tion, a $60,000,000 (net sales for 194!; I business in radios, TV sets, and various home appliances. Today, Ross Siragusa wears his 42 years with a boyish nonchalance, and divides his time between pur- suing Canadian big game, Culf Coast marlin, and greater Admiral sales gains w illi equal \ igor. He finds difficulty in relaxing. After buying a 260-acre farm some 40 miles from Chicago, he couldn't rest happily until it was paying for itself. Even his entertainment produces results. There are some tbree or four TV sets (Admiral )on Siragusa's farm, and he scoots around the house, notebook in hand, checking both performance and quality of the shows (including Admiral's own I he and his wife arc looking at. Admiral, under Siragusa's guidance, is the number three firm in the TV sel business, ranking after RCA and Philco. Siragusa spotted the current price war in TV sets before it started, and turned on the advertising pressure before the other major manufacturers, with the result that Admiral now makes and sells up to 30.000 TV sets a month. Siragusa finnlv believes that TV advertising sells T\ >ct>. More than $1,000,000 of an $8,000,000 budget goes into TV and radio advertising, and is spread over network TV (Admiral Broadway Heine on 3!'> station* in 30 citio) and selective TV and radio campaigns; the rest of the budget goes to other media. Admiral's ad-manager. Sevniour Mint/, reports directly to Siragusa, who keeps close tabs on all Admiral selling efforts. Says Siragusa of today's TV set market: "The honeymoon is over." 14 SPONSOR New developments on SPO.XSOH siorios p.s See: "TV . . . More Film Than Live" IsSUe: February 1948. p. 31 C..L:~.* What's the status of off-the-tube film Sublet recording Within the past 12 months, the quality of film recordings, comparable roughly to radio's e.t. recordings, has made tremendous strides. New techniques in processing, new sound-recording circuits, new film stocks have raised the level of the film recordings (each producing organization has its own title for them, i.e., NBC's "Kinescope Recordings," DuMont's "Teletranscriptions," etc.) to a level where in sight-and-sound quality they are rapidly approaching the sought- after "one-to-one" transfer of TV picture quality. With the improved techniques of production, they have taken themselves out of the bracket of "movies" and into a specialized TV process that is com- parable to motion pictures only in its basic use of a sound camera and film to record visual images. The use of film recordings has parelleled both the improved quality and the general growth of television. Each of the four major TV networks and a handful of independent TV stations are busily engaged today in film-recording anything from 2-15 hours a week of programing I the majority of it commercially sponsored) that goes out over the coaxial cable. Such shows as Philco Television Play- house, Admiral Broadway Revue, Original Amateur Hour, Arthur Godfrey, Colgate Theater, Toast of the Town, and Window on the World are being viewed via film recordings (usually a day to a week after being viewed live in cable-serviced cities). Film record- ings are the answer to the sponsor who wants to have his show telecast in markets where there is no network service on cable. The) are also the answer for the sponsor who cannot send his show to the Midwest via cable because another network has been allocated the time (on the current "share-and-share-alike" basis) on the coaxial cable. Independent stations are in the picture too, and Paramount's two stations (WBKB, Chicago; KTLA, Los Angeles) are installing a Paramount-perfected system of film recordings. The two Paramount stations plan to exchange sustaining and com- mercial shows, which will cut down the amount of time that each station must spend now on programing, while giving advertisers direct access to the two markets. Already advertisers are finding useful secondary reasons why they should film-record TV programs. One TV advertiser (the brokerage house of Merrill Lynch, Pierce, Fenner & Beane) built an effective, low-cost ($2,500 vs. the $75,000 it would cost to have a commercial film producer do the whole thing on sound stages) sales promotion film out of the commercials clipped from the TV film recordings made on their show, America Speaks. Other adver- tisers and producers are planning to use their TV film recordings as open-end e.t.'s, as training films, as special promotion stunts at conventions and sales meetings, etc. Many of these secondary uses depend on the degree to which union and property rights situations can be smoothed out, but indications are now that 1949 will see these problems overcome. Although film recording costs are still fairly expensive (depend- ing usually on the length of the show, the number of duplicate prints to he made, and the shipping charges) the off-the-tube film recording is becoming an increasingly important TV programing tool, and not merely an "expedient measure" to fill in all the gaps in TV network service. (Please turn to page 32) Remember the story about . . . Franklin's lightning experiment that grew into the Age of Electricity Many great achievements come from small begin- nings. Take WWDC in Washington, for instance. It started out small . . . and then it grew . . . and grew . . . until today it is a huge power in the Washington market. Today your sales message over WWDC goes out to a buying audience that brings you profitable sales — economically. Get the whole story from your Forjoe man today. WWDC AM-FM-The D. C. Independent Repretented Notionally by FORJOE & COMPANY 14 FEBRUARY 1949 15 Our new man Jamison ... is a very bright guy Man to man... or on his feet before a large and influential group of broadcast advertisers., .our man Jamison is an expert salesman. That's because he sells creatively. He sells an idea and a way of doing things advertising-wise that invariably proves enormously helpful to the advertiser who buys it. For example . . . Only last week, Jamison's business friend, Advertiser X, who manufactures skid chains, was complaining about the high cost of time and space. "X," said Mr. Jamison. "The basic trouble with your stuff is that you've been placing it, at considerable expense, in places where the skid is scarce... in places where they never heard of snow. Yours — in fact — is a product that should be promoted at the local and seasonal level only. It is a natural, I might say, for spot radio, some of which I will try to sell you now at a considerable saving over what you have been paying for other less efficient media." He then went on to suggest ( just as a starter) a series of spot programs and announcements preceding the arrival of predicted bad weather in various important markets around the country. Advertiser X is selling plenty of skid chains these days... and Weed and Company is doing more business for all of its clients than ever before. Weed radio and television station representatives new yorli • boston • c !i i c a g o • d e t r o i t tl Cl C O HI j) cl II V sanfrancisco • a t 1 a n t a • h o 1 1 y w o o d J 16 SPONSOR vt_- Zany "Rise and Shine" sessions require mc's who really think that way, as do Richard Hickox and Frank Lee on "Yawn Patrol" over WLAW O ii an «fc .. makes tne program . <;■■< tne ma11 ■,iaK* B arly morning stmt. t»« Smoothing out the wake-up pains of Mr. and Mrs. Ameri- ca with broadcast words and music can be profitable advertising. Success doesn't depend primarily on the program content of a rise-and-shino session, although the content has to be right, and skill in programing is essential. Ingredients of the wake-up show are basically the same for all. The mas- ter catalyst is what the individual mc does to those ingredients. Wake 'em up gently, music not too blaring; get them dressed; in to break- fast with time and temperature; off to work with a touch of human interest to smile at or ponder briefly. The artist at doing this has a master key to the pocketbooks of most listen- ers. He can, and does, with amazing effect, open his listeners' minds to his sponsors' commercial messages. The rise-and-shine period is differ- ent from its first cousin, the a.m. wo- men's participating show. House- wives make up the major part of the service program audience. Wake-up shows may have as main men as women listeners. That picture changes gradually, of course, as more men than women leave home for work. The time of this exodus varies radicallv throughout the country. The typical rise and shiner gets un- derway at 6 a.m. Unlike the wo- men's participating sessions, some of which start as early as 8 a.m., the wake-up show is always me'd by a man. There is a very special reason for this, other than the fact that the program is designed for both men and women. Broadcasters who look to psychol- ogy for additional light on why people listen have an explanation. They point out that in most homes early-morning conversation at its best is scarcely a commodity to excite a woman's senti- ment. They cite research which indicates 14 FEBRUARY 1949 17 F. Bostic Wester's "Saddle Serenade" gets 'em up early on KYOR, San Diegc ttih range music that mam women prefer a "pleasant masculine voice over the radio in the morning to the voice of a woman broadcaster. Even Housewives Pro- tective League programs throughout the country are all mc'd by men. There's no outstandingly successful early-morning mc who isn t aware <>f this fart. Most of them can show letters in every mail to substantiate this finding of qualitative research. Not all letters are so naively outspoken as one recentlj received by a Leading waker-upper. The housewife wrote him: "You have such a lovely mascu- line voice to wake up to." Thousands of letters exerx weekdax sax the same tiling in one way or another. The common denominator of quali- ties, according to the mail, that de- T, |»i<*3il Sponsors Who 1 s« ' "Itiso siml Shiners" American Safety Razor Cudahy Packing Mennen Co. Barbasol Co. Dodge Miles Labs. Best Foods Ford Nash Brown & Williamson Gambcrelli & Davitro New England Buick General Foods Confectionary Co. Colgate- Palm olive-Peet General Mills Procter & Gamble Conti Products Griffen Shoe Polish Ronton Continental Baking Lever Bros. Vick Chemical Crowell-Collier Thorn McAn Whitehall Pharmical Co. 18 scribes a masculine voice 'iovely to wake up to" is one that is ''sincere," '"friendly," "considerate." These quali- ties obviously are no less appealing to men listeners — but they don't mean the same thing to a man. To the wo- man who tends more to project herself into imaginary situations, a pleasant masculine voice in the morning pro- x ides a little fantasy she can enjoy. These qualities don't affect a female listener in the same wa\ when ex- pressed in the voice of a woman broad- caster (though they are no less im- portant assets to a woman mc). To most men listeners a "pleasant" morn- ing voice is one that gives him the news, or any other talk, as unob- trusively as possible. But there are important exceptions, which xvill be noted. Ingredients common to the great ma- jority of early musical-clock tvpe shows are summed up in the title of the WFBR (Baltimore) 6-9:30 period, T.N.T. — time, news, tunes. How the mc varies these ingredients to suit his own individuality and talent is the real answer to success. With these programs, as with wo- men's service programs, the rating story isn't necessarily the most im- portant signpost of achievement. A T.N.T. show may command an audi- ence that makes up in lovaltx what it lacks in size compared to audiences later in the day. Surveys in all parts of the countrx generally agree that the single item for which the majority of dialers turn on their radios is the news. Despite this fact, hoxvever, veteran radio rise and shiners say that the quickest way to kill an audience is to talk too much. Even for news they feel about five con- secutive minutes is the maximum that can be safely used. Most of them use From one to three minutes. Often news items are interspersed with music and the commercials. \ fair average of talk I including commercials) to music is a ratio of one to three. The fact that most early morning devotees of the wake-up pro- gram don't like too much talking, de- spite their desire for headlines and weather, has a lot to do with the mc's technique, including his handling of ( ommercials. There are two opposite schools of thought on the way to treat early- rnorning listeners. That both styles have a following simply indicates that what appeals to one group doesn't necessarily appeal to another. SPONSOR The most frequent approach is based on the theory that a person who is just opening his eyes will take to a quiet, rather than a positively cheer- ful, manner. This school gives lis- teners music with little brass, and spots I i\ elier numbers a bit later in the period when listeners are presumably in higher gear. The "cheerful" school is very bright and postive. Any tune they select is usually a waker-upper. This school tends to do more talking, and the mes tend to use "harder" selling tactics in contrast with the "sneak-it-in" tech- nique used by the "take it easy" school. Both manners of handling a show find their audiences. The important tiling is that the technique used must fit the personality of the mc. He must be himself. No listener is quite as sensitive to a broadcasting style as one just out of dreamland. The greatest opportunitj for appeal- ing to a selected audience through in- dividual styling of a rise-and-shine program lies in the wide variations possible within the simple framework of music and talk. For example. KYOR I San Diego) broadcasts a six- to-eight a.m. show called Saddle Serenade. All music is "modern" Western and hillbilly. Thus, mc F. Bostic Wester has built up a follow- ing of enthusiasts for his brand of music bv staying strictly with what he has disco\ered his listeners like for morning music. Wester has capitalized on a knack for dramatizing his conversation — each sponsor and his wares are per- sonali/ed through human interest stories. He works into both commer- cials and entertainment the observa- tions of two odd characters, "Tex" and "Booker T. Jones," played by Wester himself. This is an instance where an exceptional knack for unusual early- morning talk has paid off with a fol- lowing. Music in this case gets onl\ 60' ! of the period. A pair of young men, Rayburn and Finch, on WNEW (New York) are engaged from six to nine-thirty in breaking still more wake-up precedents with a show that manages to live up to its name. Anything Goes. They're full of gags and tricks, and succeed to the satisfaction of plentj of listeners in being, as Newsweek put it. "very funny — for the morning." They never kid a product — but the commercials are something else again. Their fans like it, so their sponsors like it. as indi- cated by their being sold out as of this writing. This pair gets away with zany fun- making in the morning, not only be- cause they discovered enough people like it. but also because they acted that way long before the show started — it's their natural style. WPTF (Raleigh. N.C.) slants its (>:!(• Morning I ariety to a rural audi- ence with folk and other music, of pro\ed appeal in the area. \ frequent cause for failure of a wake-up show to gather the audience it should is the mc who takes the easy way of pro- graming music by picking tunes more or less haphazardly from the hot- seller lists, instead of carefully analys ing mail and phone requests. Shows with the most loyal follow- ings build them bj a consistent pro- gram of catering to known musical preferences. Pacing of not only the commercials but the entire show is another secret of the easy-to-listen-to rise-and-shine period. Sibley's Dawn Patrol, WARC I Ro- chester, N.Y. I , is an outstanding ex- ample of a show which is geared with meticulous care to accelerate pro- gressively from start to finish of the broadcast (seven to eight). The tem- po and the mood of the selections and the announcers brighten as the hour progresses. After a break at 7:30 for more news come humorous human in- terest stories and platters selected with an eye to the youngsters. This is in the belief that if they listen, the whole family will listen. This show (spon- sored by the Sibley, Lindsay & Curr Company, a department store) won first prize in the general family cate- gory in the contest run by the Na- tional Retail Dry Goods Association. (Please turn to page 38) Human interest is always a plus in rise-and-shine hours. Frank Cameron (WHAV, Haverill, Mass.) gave away puppies in a contest 14 FEBRUARY 1949 19 I ii ions have eroatecl pleutv of woe for radio but wail and ~ - J* uairh wlial TV is up against ^0^ Up to now, broadcast WKi advertisers have been ^^ relatively untroubled by the union problems which have be- set radio itself. Radio technicians, their union affiliations and pay scales have been of little concern to a spon- sor, with the network or station paying its own behind-the-scenes people and worrying about any labor difficulties. The sponsor's contact with union- ization in radio has revolved only around the creative and performer angle — talent, writers, producers, di- rectors, musicians. And although this end of radio production brings mem- bers of varied unions into a single studio, a rapprochement among the unions involved has seen to it that jurisdictional squabbles played no part in an advertiser's use of the air. Television, however, has now de- posited the advertiser using that me- dium in the middle of a union situa- tion that is going to take a long time to iron out to everyone's complete satisfaction. It's the old recurrent union bujrahoo of jurisdiction. The new spawning, sprawling art form that is TV brings together every type of performer and technician — dancers, night club and vaudeville acts, as well as actors who have never worked in radio — and cameramen, electricians, stage hands, stage property men, boom operators, scene painters, even ward- robe mistresses, all of whom had no place in audio broadcasting. The sponsor who uses a small or medium-sized television program doesn't have the same expense or com- plications as the advertiser who goes in for big, elaborate productions like Texaco Star Theatre and Toast of the Town. Basic technical and production crews, sufficient to handle smaller- scale shows, are supplied by the net- work or station, leaving the sponsor of such programs with only the normal costs of talent and time (as in radio). But the more spectacular the show, the more backstage personnel is nec- essary— and that's when sponsor ex- pense starts to mount. It's also when an advertiser begins to get a close-up (Please turn to page 36) A Few of the Unions* Involved in TV Production ► I. Boom Operators — IATSE, IBEW. and NABET. J£. Cameramen (& asst.) — IATSE, IBEW, and NABET. :t. Dolly Operator— IATSE, IBEW, and NABET. |. Lighting Technician — IATSE, IBEW, and NABET. ,1. Floor Manager — UOPWA. IATSE, and Radio Director's Guild. (p„ Actors — AFRA, Actors Equity, Screen Actors Guild, AGVA. 7 '. Video Control Engineers — IBEW, IATSE, and NABET. //. Director — Radio Director's Guild, Screen Director's Guild. * Stations have contracts with only one union covering any one craft. The unions listed cover staff men at different networks, with only one union in each category working at CBS, the studio illustrated. MR1 20 f ifb M ' P»t ^^hhy Lr - -pO: HUE * ' iff Bhi i ■ V i BL v^* ^1 ttTal EC »H» ^H B^y «^ L lil'IIITill Itilkill!! i • medium h.-i> serve II M !S M II I I I I I I lllllll ■Ireiiil well lor In. yen Elsistieily ami lo«*;il impact <>l i !■«» medium lias served Homl rs Large-scale bread manufac- turing hews to a relatively stable sales line. I nlike -pc- cialt) or luxurv items, bread, as the number one staple commodity of evervdav living, needs no promotion to the public as a product in itself. Bread sales fluctuate little from \ear to year; as small an increase i in othei busi- nesses) as '>' i would astonish and de- lighl an) bread company . Certain variables can, of course, in tei i u|it the more or less <\ en tenoi ol a national bakery's sales chart. Gen- eral conditions, season of the year, kind ol weather, price of meal and other fond prod ml - these all infl- uence the number ol loa\ es sold daily for a- long as the particulai condition <\ i~l -. Bui in tbc over-all year-in, yeai oul picture, bread sales are as constant as the presence of the product itself in American homes and eating places. Which leaves just about one avenue open to leading bread bakeries to create extra business: take it awav 1 1 miii the other fellow . General Baking Companv has lung found radio a helpful, even necessarj ally, not onl\ in the difficult matter of enticing customers away from com- petitors, but also in holding its own in competitive markets. The company has no set broadcast advertising bud- get to promote its nationally-known Bond Uicad: selective radio is cur- rcnllv used c \c I usi \ el \ . and it is bought as milled, when and where < onditions w arrant it. I he bakei 5 - i adio policy adds up to one ill the mos! flexible uses ol the medium among prominent national advertisers. General Baking money spent during l()l(> for advertising in all media ran over $1,000,000, with Mr , of that total going into radio; newspapers (no magazines, however i. billboards, and movie film trailers accounted for the remainder. There is an additional ad- vertising factor, derived from normal General Baking operation, which costs nothing, but which is nonetheless potent -the billboard ads carried through a locality's streets on the sides of Bond Bread trucks. \ml there is the undeniable further advertising lienelit stemming From the mere Fact of Bond loal display - on gi ocei v store countei s. \ i i ■ -ell i ng Bond's 1 3 bakei ies throughout the country represents virtualh 13" separate advertising opera- 2? SPONSOR t ions, since circumstances and condi- tions vary in each locality to such an extent that one rigid radio policy, de- termined arbitrarily at General Bak- ing's home office in New York, would be expensively useless. Further, GB sells wholesale to grocers in some mar- kets, retail door-to-door in others, and combines the two in still other terri- tories. Advertising requirements of Bond differ with localities, and two basic thoughts guide the company in its use of radio the parlciular market and Bonds competitive position in it. General Baking has used radio in practically ever) conceivable manner over the past 20 years. Its air cam- paigns currently are about 80^? one- Dlinute announcements and chain breaks, not used continuously in all markets, but depending upon the par- ticular sales problem of the moment in the particular territory. The baking firm's air schedules are as variable as the wind; four or 13 weeks of anouueements in first one. then another territory may be bought, then dropped for a month or two. then resumed. On the surface it seems to be a harum-scarum, indiscriminate sys- tem; actually, it's a shrewdly planned operation to get the best, most concen- trated results in each instance. Bond announcements vary from ten to 30 a yveek. depending upon the population in the area. Where programs are used, the com- pany tries to fit the type of show to the type of consumers to be reached: the format is measured against local requirements as closely as possible. Al- most every sort of program has repre- sented Bond Bread in one section or another of the U.S. — from man-in-the- street broadcasts I Bond has one on currently in Bedford. Indiana), through amateur kid shows, to basket- ball sportscastim:. Two teen-age amateur programs are presently producing good results for Bond in New England, one of the sho\ dug over WATR in Water- snows gOlwg bury. Connecticut, the other aired on WNAB. Bridgeport. Programs are identical in pattern, with both of them conducted by a former music teacher named Virginia Lyons. Success of the shows for Bond has been due less to their listening pull than it has been the result of sales promotion, yyith the pro- grams used mainly as instruments to implement the promotion. Program idea revolves around small cash prizes given to the high-school kids who yy in vocal or instrumental honors on each Talent is flanked by Bond Bread displays at every WNAB (Bridgeport, Conn.) broadcast show. The sales angle enters the pic- ture via the method by which contest- ants win; the winners are determined by the number of votes sent in on ballot forms yvhich can be obtained only by buy ini; the l< >a\ es id B I Bread to which they're attached. Each program is a 30-minute day- time show once a yveek. WATR and \\ \ \l! hay e been rat i \ iirj the pro- grams for only a few months, but the formula had been tried and proved the past several years in Worcester. Ma— i chusetts. and Providence, Rhode Island. General Baking derives further benefit from these programs through \li~- Lyons' formation of Bond Bread Stu- dent Music Clubs, one in each school in the Waterbury and Bridgeport areas. The good yvill alone that is stimulated among parents, happy at the idea that Junior and his sister are engaging in such activities, is invaluable to Bond. In -ay nothing of the actual bread sales to mothers. Bond now has a similar program on WSID in Baltimore. The use of this station represents a departure from the norm for Bond, ordinarily a user id network alliliates for selecliyc an- nouncements. A telephone check of (Please turn to page 52) WSID's Bond Bread Teen-Talent is sold via point-of-sale displays in many Baltimore grocers 14 FEBRUARY 1949 23 First of a Scrir* Th«» farmer has money. lie loves lo have r»tlio help him 4li»irihiii«' il While advertisers arc waking up to the fact that the farm market is a lush one. with three or four times as much money to spend as it had ten years ago. the ease histories of successes are still dominated by products used bj the farmer for his acres and livestock. First collection of capsule case histories runs a limited gamut from paints to limestone. Even the report on clothing sales via farm broadcasting stresses work shoes and leather helmets, rather than go-to-meeting wearables. The new crop of advertisers who are using farm sta- in mi- and programs to sell everything that city-folks buy hasn't built up sufficient facts and figures to make con- clusive case histories, although sponsor is gathering some of these and expects in a future farm results report to focus its spotlighl on how the regular manufacturer is selling the rural areas. In several previous issues, reports on different phases of farm programing and selling were covered in detail. to top "11 these i(|ilorris l*sirsi,i 'JONS CLUB Of «*L * v 0» I HORACE WEIDT ■cm ■ 6 30 pm. ** )l t\ 'A "V ,A1 between towns show caravan builds up color, prestige and speed C . phnpl/jrifr in at hotels, talent looks like a cyclone at work, but a good itorcycle police escort J UlluuMllc III rest is important for a troupe that travels everyday with the assistance of a mot BC^fffyp oHminicfrotlnn duties continue as the show moves. In Oklahoma dllll IllolldUUII Heidt's secretary worked in a wide open field 7" HoqIpT mPPtinflC attenc'ec' by Philip Morris executives help UCdlCl lllCClllIcO build solid direct sales for sponsoring company niriHo through town, like this motorcade through San Bernardino, California, makes it possible for populous areas in which the program is touring to root Uul dllC for favorites. It also enables the sponsor to associate product with show. It has all the impact of a circus arriving with its giant calliope • tin it : ' ' r? «fe'f &*^J6w« *? \* p- • ■» * * ten -ii fl 1- *"~ . A real radio authority at an advertiser is the exception rather than the rule (). It's hard lo interest a sponsor in a program that doesn't originate in New ^ ork or llollvwood 7. Thej should slay out of control rooms }{. Too many sponsors have radio-interested wives 30 SPONSOR Cincinnati talent points t" tin- [act that the greatest user of daytime programs, P&G. is headquartered in the Queen City, and yet has seldom auditioned or nationally sponsored anything origi- nated in tlie town. (One of the first successful daytime serials. Life of Mai \ Sothern, as well as \la Perkins, started in this Midwest city.) Performers who work programs which originate in non-key network cities like Detroit (The Lone Ranger) complain that jobs are scarce, and if it weren't for productions like LR the) couldn't be in radio. Talent (outside of production centers I laments that it just doesn't make what it calls a "living." All of the balance of the laments pales beside pay envelope complaints. More and more, talent points to the fact that the production trend is towards New- York and Hollywood. Television has hroadened the opportunities, hut al- ready some important TV stations are drifting towards "no local produc- tions" thinking. Local newscasters are still important, and once they build followings like Cedric Adams (WCCO, Minneapolis), they have little to lament about except the lack of national recognition. Adams is the exception insofar as national recognition is concerned, for Arthur Godfrey has touted him so hard and so often he's practically a national figure. The same, however, is true of a num- ber of other newsmen who have been well publicized by their stations. Other performers at stations who do okay for themselves and have little to lament are name disk jockeys. From a pay-envelope point ol \ ieu record spinners like Kurt Webster i W15T. Charlotte), Hush Hughes iK\OK. St. Louis i. Barr) Graj i\\K VI. Miami Beach I. cam salaries that compare favorably with New ^ ork and llolly- wood regulars. Disk jocks are most effective locally, and thus far most at- tempts to extend their popularit) on a coast-to-coast basis haven't been suc- cessful. The successes of name disk jockeys on a transcribed basis are fre- quently linkcil with the ability of the local anouncer to catch the spirit of the transcribed name with whom he's working. Local jockeys lament problems the) have with disk companies some co- operate and some don't. They feel that the) "make many recordings, and yet they onl) occasionally are given theii due. Just a few successful jockeys lament their pay checks since most of them are paid commercial fees, plus their regular anouncing salaries. Many announcers, on the other hand, who feel they are better than their stations' disk jockeys, yell loud and long at the platter turners getting so much more money than they do. Disk jockeys sta) put at stations, announcers are far more apt to drift. There are compara- tively few "name" announcers at sta- tions, while disk jockeys are generally names, as are the newscasters, with the possible exception of "Your Esso Reporter," who works anonymously . Local talent is local only because it either hasn't the nerve to try the big time, with the exceptions itemized — newscasters, disk jockeys, and an oc- casional glamor-Voice announcer who is tied down \>\ home lies more impor- tant to him than lame and fortune. There is one other group at stations which frequentl) does all right. This group is made up ol the women who handle women's participating pro- grams. They frequently build up fol- lowings like Mary Margaret VlcBride (WNBC, N.Y.), Ma Parker (WEEI, Boston), Ruth Crane (WMAL, Wash- ington!. Jean Colbert (WTIC, Hart- ford i. and Ruth Welles (KYW, Phila- delphia), to mention a few. The) par- ticipate usually in the commercial in- come derived from sponsors of their programs and thus, if they're success- ful, have very little pocketbook lament. Talent with local followings -till yens for New 'toik and Hollywood — unless it has worked either of the two main production centers. The onl) really happy non-network talent, except for a few newscasters, disk jockey-. etc., is that which has played New York or Hollywood and found the blood pressure of the first too high and the glamor of the second too false. This latter group, having had its fling. no longer eats out its heart. It con- tinues to lament the lack of better op- portunity in the hometown, but it has stopped gazing beyond the horizon. The talent with the most consistent gripe is the fresh neyv performers trying to break into bigtime radio. Networks audition them, and nothing happens. Some ha\e letters to agency directors who audition them, and again nothing happens. Some reach the (Please turn to page 67) Problems with agoneies 1. Too many agency directors know too little about production 2. Agency executives seldom stand up to clients 3. Agencies seldom ascertain sponsor thinking about programs until it's too late 4. Agency casting executives audition a great ileal of talent and then seldom give "fresh" talent an opportunity 5. There's too much formula-thinking at agencies 6. Creative thinking at agencies is very low when it comes to radio programing 7. Agencies seldom have the last word on their programs Problems with media 1. There's too little opportunity to develop artistically in radio 2. Type casting is the rule .'J. Too few performers get too much work while others virtually starve 4. The paycheck is too small in areas away from production centers ."». Folk music performers have to make a miI»- stantial part of their living from sidelines rather than their broadcasting 6. Too few stations and networks are program minded 14 FEBRUARY 1949 31 You or Your Client Sells HOME WARES ask Jinn Hunt & In. about flu* II II i:VN & II tl!TI\ STATIONS I IV IKI4 IEMOMI G-AM 11 (' II II " « T VI-' v First Stations in Virginia |».s. (Continued from page 15) P^_ ^ See: "Those Rod And Gun Millions" .31. ISSUe: June 1947, p. 5 SUD|6Ct: Industrial firm appeals to outdoor tans. Pipe tobacco plugged to sportsmen on television. More sponsors — as well as more stations in areas accessible to hunting and fishing — are discovering that sportsmen will listen laithlullv to a radio program with the right kind of news and tip- about their favorite hobby. One of the latest firms to make the discovers, and do something about it. is Fairbanks-Morse & Co.. Chicago. They are promoting both sales and service and repair themes for their marine Diesel engines. Kingpin of their l(-> programs is the hour-long Fisherman's Guide o\ei W MCA. New 'lurk I Tuesday through Sunday, 6:30-7 a.m. i . Fifteen programs are five-minute sessions directed primarily to commercial fishermen. They include such information as marine weather forecasts, arrivals and departure of boats, record catches. cannerj prices, union and association news, births, deaths, and other personal items. Three additional programs will tie in with fishing programs already being broadcast. Programs are on stations on the Fast, West, and Gulf coasts. Capt. Al Williams' Fisherman's Guide started on \\ NIC \ earh last August, giving data on boats and schedules. After onlv a dozen airings a check-up among skippers revealed such a ll I of com- ment from fishermen clients that the skippers were offered sponsor- ship on a cooperative deal. Eleven of them signed up and furnished individual data for announcements on their own boats and schedules. No rates were quoted on the air. Fairbanks-Morse representatives attended a \\ \1C \ part) in De- cember for their Fisherman's Guide sponsors and other skippers in the area. Terrifically impressed with what thev saw and heard about the program they recommended a 13-week trial run. The home office (Chicago I signed. The Mail Pouch Tobacco Co.. sponsors of the only network pro- gram devoted to outdoor sport (Mutuals Fishing and Hunting Club of the Air) increased its network during last year from 43 to 112 stations. The station increase corresponded with expanded dis- tribution. Fifty-five stations with some 65 sponsors are carrying the show as a co-op. Local sponsors, mostly hardware and sports equip- ment stores, are (if possible I ever more enthusiastic about the show than the network sponsor. The Sport Shop, which sponsors the program on WLOX. Biloxi. Miss., credits it with bringing old customers back into the store as well as adding new ones. The Andy Anderson Sporting Goods store in Oklahoma City I KOC^l | and Jack Short's Sports Fquipment store in Fake Charles, La. (KWSL), both of which have used radio before, claim the) ve male more friends with Fishing and Hunting Club <>l the Air than with anv other program thev ever had. These are typical of reports from the programs co-op advertisers. Fast 3 September, Larus and Brothers, Inc., for their Edgeworth pipe tobacco, started sponsoring Sportsman's Quiz on the CBS Television network I five stations I. The agency, Warwick and Legler, New York, reports that results from a pipe offer involving 12 Edgeworth wrappers and .~>n,- in coins are "highlv satisfactory." Sporting equipment using steel and other materials in short suppl) mav become even more scarce in 1949, depending on Marshall Plan allocations and domestic militarv requirements. \n industrv trade association (The Athletic Goods Manufacturers Association) be- lieve-, however, the industr) could keep ii i > with "normal civilian demands, and still absorb a reasonable increase in militarj require- ments. 32 SPONSOR Alotv Ut the MabUuf! A GREATER VOICE and a Greater BUY! in the DETROIT A*ea 50,000 WATTS at 800 kc. IN 1949 The "Good Neighbor Station," fostering Good Will through Public Service on both sides of the border, and today the Detroit Area's best radio buy, will soon hit a new high in effectiveness! GKLW Guardian Bldg., Detroit 26 Adam J. Young, Jr., Inc., Mat'l Rep. J. E. Campeau, President H. IS. Stovin & Co., Canadian Rep. 14 FEBRUARY 1949 33 <3ntangibles__ that are the real treasures' -Generai Dwighi P. Eisenhower Paul H. Raymer Company, Inc K, hat constitutes the relationship between a representative and his stations? What should develop from an association of many years' duration? What benefits should accrue to each party? The first answer, of course, is business. That's the representative's first function — to sell the station's time and programs. From this both he and the station get the revenue that supports their separate organizations. But we at the Raymer Company put a high value on the intangibles that develop throughout years of association. We are starting our 17th year of business. Many of our stations have been with us for most of these years. Working together for so long a time has developed intangible factors of friendship and mutual feelings of respect and confidence. These intangibles develop smooth teamwork between us. They eliminate friction and wasted effort in this complex ami fast moving business of national selective radio. 'They guarantee our stations great cash values in additional business. Applied to active selling, they account for extra orders that can come only when a representative organization feels something far more than just a business responsibility to its stations. They inspire our salesmen with the spirit that makes the difference between routine selling and outstanding success. Intangibles truly are the real treasures. Are you getting these intangibles in your representation? 9 H p \\ Radio and Television Advertising New York Boston Detroit Chicago Hollywood San Francisco juplfcattw ••• ii^ii with a CAPITAL "D You get two, not one powerful selling medium when you buy WMC in the Memphis market. The station ''most people listen to most"'' in this two-billion-dollar market simultaneously duplicate« its A M schedule on WMCF, a 50 kilowatt station with 260,000 watts of effective radiated power. What a buy! I/IMC S NBO5000 Watts -790 50 KW Simultaneously Duplicating AM Schedule First TV Station in Memphis and the Mid-South National Representatives • The Branham Company Owned and Operated by The Commercial Appeal 36 THE BIG HEADACHE (Continued from pa tic 20) \ iiw of the intricacies of entertainment union> jurisdictional lines. The jurisdictional battle that has aluaiK started in the television field is easily apparent when it is realized that members of the following unions are involved in TV presentations: 1. American Federation of Radio Ac- tors I'AFRAl. which has had exclusive control of the wage-and-hour destinies of its radio-actor membership, and sees no reason to relinquish this con- trol in the new sight-as-well-as-sound medium. 2. American Guild of Variety Ar- tists (AGVA'l, whose previously whol- ly visual stage and night club acts have now found a new field in TV. 3. Actors Equity IAEA l. whose legitimate theatre membership also has had new working vistas opened to them through video. 4. Screen Actors Guild (SAG), which feels thai the angle ol filmed telecasts literally as well as figura- tively puts its members in the TV picture. And over all is the parent organiza- tion of these four unions — the Asso- ciated Actors and Artists of America, which is now" in the midst of a de- termined attempt to straighten out television jurisdiction. Meanwhile, following is the interim scale that must be paid performers by advertisers using the new medium: iCnsrth of Program Minimum Fee (Includes Dress Rehearsal) 15 min. $40 (%-hr. DR) 30 min. $50 (-y4-hr. DR) 45 min. 1 hr. 1 '.. hrs. $55 (1%-hrs. DR) $60 (1%-hrs. DR) $75 (2%-hrs. DR) Pre-camera rehearsal scale is $4 an hour, while rehearsal under camera and/or lights calls for $6. All rates are computed on a half-hourly basis, with any fraction of a half-hour con- sidered. Further, rehearsal fees for days in excess of those stipulated in a performer's contract, up to and includ- ing the termination day. must be paid on a basis of one-and-a-half times the hourh rales. Rehearsal scale for days in excess of the termination da\ calls for tw ice the hourly fees. loi commercial announcements (singing or dramatic advertising), the scale is as follows: L l . n ill of Progi am Length of cial M i ii imuni i ee 15 min. vcr N"t n th:\n 10 min. $36 30 min. ..i over No! n than G min. {35 SPONSOR THE RADIO FOOD SELLING PLAN THAT GOES . . . ALL WAY DOWN LEVEL"! The toughest stretch in the SALES PROMOTION JOURNEY is "THE LAST THREE FEET" at POINT-OF-SALE. Here, the interested customer meets THE ONLY SALESMAN YOU CAN HAVE at the moment of decision-to- buy. HE IS THE FOOD STORE CLERK. THE NEW... NOVEL... ABSOLUTELY DIFFERENT WSAI "Personnel Training For Sales" plan will SHOW THE FOOD STORE CLERK: • HOW TO DISPLAY YOUR PRODUCT • HOW TO ADVERTISE AND HIGHLIGHT YOUR PRODUCT IN THE STORE • HOW TO INCREASE SALES OF YOUR PRODUCT A MARSHALL FIELD STATION REPRESENTED BY A VERY MODEL CINCINNATI UJSfll R. B. C. RUSH ME full particulars on I "SHELF LEVEL" food selling COMPANY STREET. NAME CITY TITLE 14 FEBRUARY 1949 37 IN EASTERN NORTH CAROLINA TOBACCO IS KING WGTM Covers This Rich Market . . . with a King- Size Voice! Write or phone us or our National Representative "THE VOICE OF THE GOLDEN PLAIN" WILSON, N. C. 5000 Watts -Full -Time 590 Kilocycles Serving 1,125,000 People NATIONALLY REPRESENTED BY WEED AND COMPANY Mutual Exclusive in This Area 38 I- ilmed telecasts are considered as shows which are filmed prior to and exclusively for transmission over TV. Minimum fees for this type of video program are based on rates existing in the Screen Vctors Guild Basic Mini- mum Agreement. Structure of the National Associa- tion ol broadcast Engineers and Tech- nicians (NABETl. which holds pro- duction-crew contracts with NBC and ABC. includes: 3 lighting men 1 2 NABET. 1 i VISE I 3 video cameramen (onl) 2 when in the field I 1 field engineer I used in the field onl) l 1 studio engineer (audio) I studio engineei I foi I ns i 1 studio engineer (for recordings I 1 projection engineer ( Pay scale for above technicians ranges from $250 to $526 per month) 1 field supervisor I for field work onl) i 1 technical director 1 doll) man I Pay scale: $600 per month I 1 video control engineer (handles three or four TV screens) (Pay scale: $270-$548 per month i International Alliance of Theatrical Stagehands and Electricians (IATSE), currently negotiating with TV net- works to set up a permanent scale, has a basic three-man crew for video work: one carpenter, one propert) man. and one electrician. Each gets S()l.o<" a week. S3. 75 an hour for over- time or broken time, with one day the smallest unit an) stagehand will work — i.e.. one hours work will be charged at one-da\ rate, unless it's overtime. CBS technical and production men are members of the International Bro- therhood of Electrical Workers I ll'd.W I. Basic crews consist of three cameramen, two boom operators, one audio man. one dollvman. two camera control men. one switcher, one film control man who get from $62.50 to $125 a week, depending upon seniority with CBS one director I $1 15-$130 a week I. one assistant director ($'80- $95 a week), one sound effects man ($57.50 a week). Sound effect- cost a sponsor $12.50 an hour. Scenic designers" and painters services are free to sponsors, those salaries being absorbed bv CBS. while estimates for scenei 5 const] uc- tion and labor, ait work, etc., are sub- mitted to the sponsor Foi appro\ al. entative scale for the use of live music on television, as set up last year b> the American Federation of Musi- cians ' \l -Mi. runs as follows: Local Network Rehearsals (first hr. or fraction thereof i $ .",.00 $ 5.63 Airtime (up to 30 min.) $12.00 $13. .">0 Airtime (30 min. to 1 hr.) $15.33 $17.26 Doubling on 1 instrument $ 2.00 $ 2.L'.". Doubling on each additional instrument $ 1.33 $ 1.50 Duplication of AM and TV shows is $7.50 in addition to AM rates; du- plication for stalf musicians is $7.50 additional for commercial programs. Musicians called in for make-up or costuming for either dress rehearsal or telecast must be paid $3.00 each. Radio Writers Guild scale for TV is $130 for a five-day week and an unlimited number of shows, which vary from two or three a week on CBS to five or seven on WPIX, New York Daily Netvs independent TV station. On sponsored programs, directors negotiate on their own. getting from $100 up for each show. As stated previously, the advertiser using a small-scale television program will run into little more expense than the average radio show costs, since a network or station will provide him with the technical set-up necessary. But a lavish, one-hour TV revue or hour-length play, with numerous scene and costume changes, jumps sponsor costs considerably : expenditure for top talent ma) be comparable to that for names on a big-time radio show. but it's the "'extras" that go into elab- orate video that make a far greater program budget necessary. • • • RISE AND SHINE (Continued from page 19) The dynamic selling technique favored b) network sponsors just doesn't work on the typical wake-up show. One reason is thai most people aren't up to high-tension talk early in the morning. Secondly, a person do- ing a show that is in many cases an hour (sometimes longer i in length finds it practicall) impossible to in- terrupt his leisurel) tempo with sudden lluriies of furious selling. This doesn I mean that the mc can t use a direct, hard hitting technique. Bui experience has shown that the forceful commercial should be built up to on a wake-up show, nol hurled like a thunderbolt unexpectedly. \nd this preparation is ju*t what enables Richard Hickox l" impart a virtual "pound and shout"' effect to his com- SPONSOR LL EARS IN TULARE aron t glued to any one network. But 88% of the radio families in this $183 mil- lion California agricultural center do listen to ABC. says BMB. On ABC, your program rides with Crosby, Marx, Winchell and a host of other headliners into Tulare and all Coast markets — large and small. f X^>4 hecking in i.ongview we find the saw-and-ax experts in this Washington timber tow u hew to the ABC line. too. BMB says 72% of all Longview radio families are regular ABC listeners. Its the same up and down the Coast; ABC reaches 95% of all radio families at the 50% BMB penetration level. i/mper crops IN Salinas fill U.S. salad bowls, and put $82 million (lor held crops alone) into Salinas Valley purses. ABC harvests a rich crop here, too— 89% of all radio families, according to BMB. It's one of 44 key Coast cities where more than 50% of all radio families are ABC listeners. On the coast you cant get away from ABC FULL COVERAGE . . . ABC's improved facilities have boosted its coverage to 95.4% of all Pacific Coast radio families (representing 95% of coast retail sales) in coun- ties where BMB penetration is 50% or better. IMPROVED FACILITIES. . .ABC, the Coast's Most Pow- erful Network, now delivers 227,750 watts of power— 54,250 more than the next most powerful network. This includes four 50,000 watters, twice as many as any other coast network. ..a 31% increase in facilities during the past year. GREATER FLEXIBILITY. . .You can focus your sales impact better on ABC Pacific. Buy as few as 5 stations, or as many as 21— all strategically located. LOWER COST . . . ABC brings you all this at an amaz- ingly low cost per thousand radio families. No wonder we say— whether you're on a Coast network or intend to be, talk to ABC. THE TREND TO ABC... The Richfield Reporter, old. -t newscast on the Pacific Coast, moves to ABC after 17 years on another network, and so does Crevhound's Sunday Coast show— after 13 years on another network. ABC PACIFIC NETWORK New York: 30 Rockefeller Plaza • Circle 7-5700-Detroit: 1700 Slroh Bldg. • CHerry 8321-Chicago : 20 N. W.clter Dr. DElaware 1900-Los Anceles: 6363 Sunset Blvd. • HUdson 2-3141-San Francisco: 1S5 Montgomery St. ■ EXbrook 2-6544 14 FEBRUARY 1949 39 mercials on the \\I.\W (Laurence. Ma--, i ) an n Patrol. Hickox also gets id results with this manner <>l do- ing a commercial, apparently, because he manages to be emphatic without being high-powered. Yawn Patrol also uses the time-tested formula for fam- ily appeal by making birthda) and an- niversary dedication-. Man) shows have developed a mid- dle-of-the-road technique in handling commercials that neither '"pound and shout" nor "sneak in." Joe McCauley and Les Alexander on the WIP i Phila- delphia) Dawn Patrol, for example, do a commercial "straight.'' whether read- ing it pat. or couching it in their own w ords. Most rise-and-shine mes customari- l\ read a commercial as written or put over it* essential points in their own language, according to the wishes of the sponsor or his agency. A proved salesman nearly always gets better results by making the sales pitch in his own fashion. How much this might differ from a written text depends altogether upon the individual mc. The fact is. however, that any commercial not written especially for HoeA*i-K*ioael, 9hc. radio station representatives AFFILIATED WITH KOMA OKLAHOMA CITY the personality of the announcer calls attention to itself. Being realistic, the mc may successfully minimize this ef- fect by a skillful lead into and out of the commercial in his own words. This technique is always used for tran- scribed commercials, which are ac- ceptable on most wake-up sessions. But the mc, in the position of a friend of his listeners, is most effective when making a recommendation as he would do under any other circumstances. It is true, nevertheless, that unre- stricted freedom of a broadcaster in paraphrasing a sponsors commercials nun pose certain problems. It has been the experience of some managers that when one person takes liberties in handling commercials, others on the staff, even though not in a comparable position, tend to become sloppy in reading copy, or feel they should have similar privileges. And there is al- ways the necessity of great care in making product claims which do not overstep moral, ethical, or legal bounds. The latter problem is not one likely to be troublesome with any mc experienced in talking off the cuff. Despite the proved loyalty of audi- ences to long-time experts like Al Stevens (WITH. Baltimore), Tommy Dee (WSBT. South Bend I. Ed Allen (WMAQ. Chicago I. and others, when it comes to both listening and buying — there are times when the most faith- ful morning dialers seem very fickle indeed. In short, it seems that under certain circumstances it's possible to transplant their affections quickly and cleanl) . How and win can this happen? Jim and "Creampuff" Crist, bro- thers, took over the six-to-nine a.m. session on WFBR I Baltimore) a few months ago when the former un- joined another Baltimore station. It was freely predicted at the time that tin' populai departing mc would lak< lis top Hooper rating with him. In- stead, Jim and "Creampuff" hung on to the station rating for the period, and the Other stations remained in about the same relative positions. Arthur Godfrey, conceded l>\ most to be the all-time king of the rise-and- shine fraternity, gave up hi* early- morning stinl on WCBS (New \ ork) ai the end of las! October. Other metropolitan stations bared their kilo- cycles and prepared to take a bite mil of that juic) audience when the kirn; stepped down. Thej reasoned thai since then' was (Please turn to page I'D 40 SPONSOR No*, »* 1^ WHAT WILL SHE SAY? /HE PHONE rings. . . . it's a radio survey . . . what will "Madam House- wife's" answer be? Every Time Buyer, Station Manager and Advertiser wants to know. In the North Dakota Market two out of three listeners say 14 FEBRUARY 1949 KSJB .... and they say it consist- ently, morning, noon and night. There are two reasons why KSJB ranks high. First of all listeners can hear KSJB and secondly they like what they hear. KSJB's management is consistently on the alert to keep their local program- ming in tune with listeners' likes. And of course, like listeners all over America, more and more North Da- kota families are getting "The Colum- bia Habit" every day. Now is the time to take advanfage of KSJB's wide audience too. Weather being what it is in North Dakota, families stay home with their radios these days. New opinions are formed, old buying ideas changed. It's your grand opportunity to tell North Da- kotans why your product is best . . . and tell them often. And no other medium can do the job as well, or as inexpensively, as KSJB, Columbia's outlet for North Dakota. There are still some availabilities on (KSJB) North Dakota's favorite source of news, drama and amusement. Your Geo. Hollingbery representative has these availabilities listed and can get you on the air and in the market in record time. Call Hollingbery today or write direct to KSJB at either Jamestown or Fargo. SURVEY RESULTS After- Morninc noon Evening KSJB 54.4 46.5 49.6 Station A . 18.0 21.4 23.5 Station B . 19.3 25.5 17.7 All Others. 8.3 6.6 9.2 Survey take n in Stutsman, Cornel. Griggs, Foster, Kidde:-, Logan and LcMour Counties, North Dakota. KSJB, 5,000 Watts unlimited at 600 KC, the Columbia Station for North Dakota with studios in Fargo end Jamestown. 41 !■ mm'^r^ fSSr " ARE YOU GETTING WHAT YOU'RE HUNTING FOR ON THE PACIFIC COAST? ■J v^V //Jjy^ X .HIS IS NO BULL... If VOIUC realty shooting foi maximum sales by radio on the big Pacific Coast, use the big 45-station Don Lee Network and get what you're after. To make the most sales possible, you need the biggest network possible on the Pacific Coast, for radio listening here is different. People listen to their own local network station rather than to out-of-town or distant ones, because mountains up to 15,000 feet surround many of these markets and make long-range reception unreliable. It takes a lot of local network stations to release your message from within every important buying market— and Don Lee is the only network big enough to do it. lewis allen WEISS, President willet h. brown. Exec. Vice-Pres. • ward d. ingrim. Director of Advertising 1313 NORTH VINE STREET, HOLLYWOOD 28, CALIFORNIA • Represented Mtition.il/) by JOHN BLAIR & COMPANY Of the 45 Major Pacific Coast Cities ONLY 10 have stations of all 4 networks 3 have Don Lee and 2 other network stations 7 have Don Lee and 1 other network station 25 have Don Lee and NO other network station 7] S* Don Lee has 45 stations . . . one in every city where the other three Pacific Coast networks have one— and to cover the rest of the Pacific Coast, Don Lee has twice as many stations as the other three networks combined. (In the "outside" market, Network A has eleven stations. Network B has three stations, and Network C has two stations . . . compared to Don Lee's 32 stations.) To meet 1949's increasing competition, you need radio. You need the big Pacific Coast, with its more than 13^2 million people who spend over 14% billion dollars a year in retail sales. Use the Don Lee Network of 45 stations and bag your maxi- mum sales on the bi\ pet form- ing miracles of salesmanship for its sponsors that it has omitted to record those mir- acles completely, and to present them adequatel) to all the adver- tisers of tin' I nited Stales. \eail\ everyone Listens to the radio. Nearlx everyone is influence I b) radio. This means that nearly every business man uses radio to advertise his goods. Not a day goes by but what some ad- vertiser, somewhere, is delighted over the way broadcast advertising sends his sales to new highs. But stations have been slow about spreading the word — about promoting radio's sales effectiveness. Fortunately, this will change in 1949. All elements of the broadcasting industry are working together on the All-Radio Presentation. Those pre- paring this have found that radio has the facts to produce one of the great- est presentations ever built in behalf of any advertising medium. When this is completed and released, alert advertisers will learn, better than they ever have before, how well radio advertising can increase their sales. Eugene S. Thomas General Manager \\ OH.. Washington. I). C. This question, which is not new to the radio in- dustry, is being asked now more than ever, and is being trans- formed fro m question to de- mand. The sound rea- soning which motivated the question is also the raison d'etre of the All Uadio Presentation Committee. A great main of us in the industry have been working, for well over a year now. toward the production and f I'lease turn to page 46) 41 SPONSOR want to SCORE (hoose the ONE Indianapolis? station that will really % OUR sales story, launched on WISH in Indianapolis, suddenly bursts into a hard-driving cam- paign blanketing the entire area through other media and "special promotion." Yes — "Put Over" the WISH way, your sales figures resemble a ball team on a hot scoring spree. Here, indeed, is staff teamwork and "FOLLOW THROUGH" that are unique in the radio field. Check these extra promotions that go with your program purchase on WISH. i^ Newspaper ads ■& Transit cards tV Window posters ft Billboards ■& Direct mail it Spot Announcements i^ Personal calls "& Counter displays AMERICAN BROADCASTING COMPANY 14 FEBRUARY 1949 45 MR. SPONSOR ASKS (Continued from page 14) -how the sales effectiveness "I the one medium thai goes into ()V < of all the homes in these I nited States. ^ es, radio has successfulh blown the horn for everybody's business hut radio's nun broadcast advertising. We hope to see the fruition of our work this com- ing Fall. By the same token, the Sales Man- agers I xecu live Committee of the National \ssociation of Broadcastns recentlj went on record with the rec- ommendation that in realignment id NAB's services, serious consideration he given to the devoting of one-half of \\l!"s budget to the Department of Broadcast Advertising, which means the department to demonstrate sales effectiveness. Gordon Gray, VP WIP. Philadelphia k FOR SALE CHICAGO BUYERS Represented by: Radio Representatives, Inc. A partial solu- tion to this prob- lem of radio sell- ing itself better will lie in the all- industry promo- tion plan, which plan I consider very, very vital to the industry at this time. My own opinion as to why broadcast ad- vertising hasn't done a better job of promoting its sales effectiveness is three-fold: 1. Until recently, sales have come easy. Consequently our trade associa- tion and many broadcasters expended most of their efforts on the various other facets of broadcasting, neglecting -ale-. 2. Success stories are difficult to ob- tain. Main successful users of radio think the great success they have en- joyed is unique with them, and the) wish to keep it a secret from com- petitors. 3. Intensive competition for exist- ing business between the networks, with network advertising vs. spot ad- vertising and station against station, all of them selling against each other, mitigate against am constructive sell- ing <>f the medium itself. Let's all get behind the aU-industrj promotion plan ... it i> a partial answer to this important question. ( >m\ S. Ramsland < ommercial Manage) kl) II.. Duluth, Minn. Broadcast adver- tising hasn t pro- moled its sales effectiveness as aggressively as other media be- cause it has had no real need to ^^^^■l^w, do From IA ^^F [flfch first, radio proved itself to be a sell- ing medium without equal. Research into the nature and habits id listeners was broadcasting's selling tool for several years at the beginning, and the s bsequent great landslide into radio \ national ad\ ei tisers was prool of ie effectiveness of this technique. In short, radio didn't have to sell jusl tell. Timebuyers and advertisers b) the i Please tin n /<> paiie 111 I 46 SPONSOR ml 3£ HIGHEST AVERAGE HOOPERATING IN U.S. & *ww are getti 5 s*f aft *? ^ AGAIN-WRVA LEADS THE NATION! IN CONTINUOUS HOOPER-RATED CITIES IN THE EVENING IN THE MORNING IN THE AFTERNOON RICHMOND AND NORFOLK, VIRGINIA *7«4e CdtjeuMtoiU /itocu&cGAtiwcj, S&uuce. 14 FEBRUARY 1949 47 THOMABKOOREl You'd think Thomas Moore, the Irish poet, had been talking to some of our advertisers when he rhapsodized, "Music! O, how faint, how weak, language fades before thy spell." For it is music that keeps more than half a million New York families tuned constantly toWQXR and WQXR-FM ... so constantly, no other station reaches them so effec- tively. These families love good things as they love good music . . . and can afford to buy them, too. That's why advertisers seek them out as the most profitable part of this biggest and richest of all markets. May we help vou find them, too? 1 v^X AND WQXR-FM RAD,n STATIONS OF THE NEW YORK TIMES RISE AND SHINE ' Continued from page W I absolutely nobody like Godfrey they stood a good chance to grab off for their own standing features a portion of the Godfrey inheritance. Young Jack Sterling, coming in cold from WBBM. the CBS Chicago station, i .Mil, In i lie expected to hold all the dyed-in-the-uool fans who for years had gotten up with Godfrey. During the month before Godfrey stepped out, WCBS put on what was perhaps the most concentrated promo- tion ever given a program on that station. Godfrey himself delivered as many as five station breaks a day (in addition to plugs on his own pro- gram), seven days a week, emphasiz- ing the central theme of all the pro- motion: ""} on listen, you'll like him!" Three hundred-line ads appeared in the nine major metropolitan dailies just ahead of Sterlings first appear- ance on 1 November. Promotion dur- ing Sterlings early weeks was worked I into several locally-produced WCBS j shows. Posters completely saturated the area from 8 November-8 December. Starting 6 November a six-week cam- paign ran in Cue magazine. There were other efforts, hut these were the big guns. As for Sterling, he took over quiet- ly on 1 November, with but little change in the general format of the show — but there was a decided change in its personality, for Sterling re- mained strictly Sterling, refusing to adopt anything remotely resembling a magic Godfrey mannerism. The first two Pulse of New York ratings for the (November and De- cember) 6-7:45 a.m. period showed the relative standings, quarter-hour by quarter-hour, of WCBS and the three other metropolitan stations most close- ly competing virtually unchanged. Running only slightly under Godfrey's last ratings. Sterling led in all periods up to the seven o'clock news on WOK. after which he took the lead again for the remaining two quarter-hours to 7:45. During November, his first month. Sterling received nearly 1,500 letters from people identifying themselves as former Godfre) fans. Nearly all of them said they hail decided they liked him. In short as supported by a second month's Pulse ratings the metropolitan Godfrej audience had accomplished the switch to Sterling en masse. Granting that the terrific WCBS promotion campaign for Sterling pre- disposed Godfrey fans in his favor, does the fact that two months later they seem — as letters indicate — to have transferred their allegiance quite happily to Sterling (as WFBR listeners -witched to the Crist brothers I mean that wake-up audiences are fickle listeners? It should be remembered first of all that a large group of listeners already had the habit of tuning WFBR and WCBS for a wake-up show. By continuing to tune those stations to sample the new fare, the audience was actually proving itself not fickle. There's one important plus factor available to many participating spon- sors that is often denied sponsors of complete segments on early morning shows. That is the privilege of hav- ing the time of their commercial ro- tated so they gather the advantage of the greater listening as the morning advances. For example, Pulse sets-in- use figures (November-December) for Boston. New York, Philadelphia, and Cincinnati show the first major surge of listening beginning at seven o'clock. In Chicago the surge starts 15 min- utes earlier. Listening in St. Louis shows a similar pattern, according to studies by Fdward G. Doody and Company. St. Louis. Doody surveys in Iowa and Illinois rural areas also reveal a similar pattern. The difference between a commer- cial delivered during the 6-6:15 period and the 7:45-8 period in Boston, for example, can be seen from the fact that the sets-in-use for the first period were 1.7. while by eight o'clock they had risen to 20.6 I Nov. and Dec. Pulse survey). Dif- ferences in sets-in-use between six and eight o'clock throughout the country are on this same order. A rotation plan is an equalizer. The vast majority of programs on stations throughout the country is not rated before eight o'clock. For that reason, man) sponsors have tended to he skepl ii al "I ihei i ahilitv to do a selling job. Manv arc skeptical, too, of the leisurely underselling employed by the greater number of rise-and- shine specialists. One answer to that is that the greatest showmen among them not onlv underplay commercials. the) underplay themselves. And they've been gathering audiences . . . and selling things . . . for years and years ... * * * 48 SPONSOR Take to the air Use WEEI. And you'll send your sales curve soaring in Boston. Because all week long— from sign-on to sign-off all seven days of the week— WEEI delivers the biggest rating more often than all other Boston stations combined!* To take to the air with a WEEI local origination that commands a sky-high rating, ^ call WEEI— "Columbia's friendly voice in Boston"— or your nearest Radio Sales office. sales results from your WEEI program have you walking on air. *"Quarter-hovr wins," Pulse: Sept. -Oct and Nov. -Dec 1948 • BOW-TIES AND BOW-KAYS • MUSIC FOR THE MRS. • PIEDMONT FARM PROGRAM Plus NBC'S PARADE OF STAR NETWORK SHOWS ALL ON WSJS am-fm THE STATIONS WHICH SATURATE NORTH CAROLINA'S GOLDEN TRIANGLE WINSTON- SALEM GREENSBORO HIGH POIN No. 1 MARKET IN THE SOUTH'S No. 1 STATE (J> WINSTON-SALEM (J) THE JOURNAL-SENTINEL STATIONS NBC AFFILIATE Rapraaantad by HEADLEY REED COMPANY 40 West 52nd (Continued from page 6) a salesmen's manual. We consider it b\ far the most useful book that comes to our station. It is quite possible that other stations would like to do the same thing and I would suggest thai along with the first issue sent to a sta- tion".- client, sponsor might -end a per- sonal note with a lew words ol wisdom and the proper place of radio in the advertiser's merchandising plans. This ju>l a suggestion. I feel certain we shall find that thcv will help us show our advertisers how to use radio more effectively, with greater results for them and for us. F. A. Lynds President < KCW Woncton, New Brunswick READING SELLS P-1-e-a-s-e ! ! Famous Reading Anthracite (a client of this agency for 12 years) has been selling more anthracite coal, year after year, than any other coal com- pany in America. That record must have taken a little "effective" effort. Do you retract such statements (On the Hill. "Coal Selling a Problem." sponsor. '.\\ January), or just let them lie where they fall? J. A. McFadden McKee & Albright, Inc. Philadelphia 0 Lack of aggressive selling lias permitted oil and gas heating to chip away at the coal market. Read- ing's advertising has given it a good part of the market, hut that's all. HEALTHY ATTITUDE We read with appreciation your lint piece on Midwest television featurei in the 17 Januar\ issue of sponsor. An attitude such as displayed in the writing of this article is bound In prove health) for the industrj in gen- eral and Midwest television in partic- ular. In-t want to take this opportunity t<> thank you sincerely. Here's to better shows and bigger circulation ilii- coming year. S. C. <()l IMW Promotion Directoi II BKB, Chicago (Please turn tit page 65) You or Your Client Sells See your station representative or write LMMRTH .J, fealure programs, inc. 113 W. 57th ST.. NEW tORK 19, N. Y. 50 SPONSOR Cheyenne County is a part of NEBRASKA SO IS Big Aggie FRED KRIESEL On December 15, in Sidney, Nebraska, 400 miles from tbe WNAX studios, WNAX presented Mr. and Mrs. Fred Kriesel witb $1,000.00 in mer- chandise. Friends of tbe Kriesels, officers of state and county farm organizations and local civic of- ficials joined WNAX in a banquet honoring this enterprising farm couple, Nebraska winners of the 5-state WNAX Farmstead Improvement Program. The Kriesel family was judged winner over hundreds of entries from 38 Nebraska counties — - all participating in WNAX's 3-year campaign for 14 FEBRUARY 1949 51 Right Out of the Horse's Mouth ... and It Ain't Hay While there are those who might claim that it's strictly off the cob, the fact remains that hes got em eating out of his hand, whether down on the farm or every week-day evening on the air. Country gentleman or man-about- Washington, feeding livestock or ferreting out news, Fulton Lewis, Jr. goes ahout his chores with workmanlike capacity. The best measure of his success is his loyal audience. Currenth sponsored on more than 300 stations, the Fulton Lewis, Jr. program is the original news "co-op." It affords local advertisers network prestige at local time cost, with pro-rated talent cost. Since there arc more than >00 \1KS stations, there may be an opening in your city. II \ou want a read\-made audience for a client (oi yourself), investigate now. Check youi local Mutual outlet i>r the Co-operative Program Department, Mutual Broadcasting System, I IK) Broadway, NYC L8 (01 Tribune Tower, Chicago LI). BOND BREAD (Continued from page 23) Teen Talent, the WSID equivalent of Bond's Connecticut programs. twi> weeks after the show went on the air revealed that two out of every 20 per- sons called were listening, which would give the show a Hooper of 10. Bond Breads sponsorship of basket- ball sport scasting is typical of the bakery's desire to fit its air time to the right audience. Louisville, Kentucky, is traditionally addicted to basketball, with half the city's population zealously following the hoop fortunes of the Uni- versity of Kentucky five. Bond has turned that adulation to its own ad- vantage by broadcasting via direct wire to Louisville the games played in New York by the U. of K. team. Another example of specialized pro- graming for specialized listeners is General Baking's Musical Clock on WSTV in Steubenville. Ohio. An early- morning show, it's me'd by a Steuben- ville prototype of Arthur Godfrey, who delivers himself of homey chit-chat about everything from the weather to Community Chest drives. The program also includes recorded music and a jackpot question regarding the history of that part of the country; people are phoned at home, with the correct an- swer paying $3. Wrong answers on oc- casion have run the total up as high as $300. Quiz shows ( Win With Horn! I . five- minute newscasts, foreign language spot announcements I in Jewish and Polish) have been at one time, or still are, part of Bonds highly diversified broadcast advertising aimed at particu- lar markets. And with television com- manding larger and larger audiences, General Baking is now sponsoring time signals on the Washington. D.C.. T\ station WTTG and WFIL-TV. Phila. While normally nothing new is added to the manufacture of bread over a period of years, at one time when General Baking had occasion to sell an added feature the company found that radio was the quickest and cheapest ua\ to reai h the lai gesl num- ber of people. The bakery had proved that to its complete satisfaction with a special selling message dm m« the war, and again two years ago, when it intro- duced its homogenized bread. When the government ruled that pre- sliced bread was mil for the duration \ the new manage- ment was completely different. The in- coming GB policj makers decided that Bond's radio a I needs could be served much better b) operating locally. That idea has been followed religiously ever -in. e. To meet it^ problems of competition from local bakeries and from national baking competitors in certain markets, General Baking has found the ideal formula stems from the flexibility of selective radio, spotted where it will do the most good at the time it's most needed. * * « ASK ANY JOHN BLAIR MAN TO PROVE IT. MR. SPONSOR ASKS (Continued from page l<> thousands follow radio and radio ad- vertising developments in the broad- east trade journals. These publications, in their powerful, well-read editorial pages, as well as in their advertising sections, have done such a tremendous job of selling that radio, surfeited with success in its earlv "boom" years, has loafed along in its own selling of itself. Now we are entering a period in which the competition is tougher for many obvious reasons. We are com- peting with oursehes in TV and FM: newspapers, sliding out of the top media bracket, are beginning to bare their fangs: magazines, outdoor adver- tising, farm papers are starting to spend widely to hold their share of a tighter advertising dollar. Radio's answci will he in the All- Radio Presentation, which will tell broadcasting's basic story as never be- fore in large and small communities throughout tin I . S. \lready there is talk of "i\ million dollars a year for selling"; already, here at NAB. plan- are taking form for an all-out selling effort that will make media history. We have the tools: research beyond the capacity of any other medium; actual experience data on retail use of radio: national result data that needs no amplification: and a basic selling outline. I p to now. we haven't gone all-out in selling because, until recent- ly we haven't reall\ had to. Now that »i' do, we « ill ! \l \l KM I B. Ml I (II l.l.l. Director Dept. of Broadcast [dvertising \ HI. II ashinplon. I). I . 54 SPONSOR "FROG ADVERTISERS"? NO SIR! Advertisers don't jump around from station to station ... in Cleveland. They STAY on WH K . . . where they get results! They reach the largest audience at the lowest (network station) rates! One of our local advertisers has a 2-hour talent program now in its 13th year! It has maintained an average Hooper of 10.6 . . . and has been seen by studio audiences totaling over 3/4 of a million people. More proof that WHK is the Retailers Choice in Cleveland! 14 FEBRUARY 1949 55 You or Your Client Sells WORK CLOTHES 50-50 DEAL (Continued from page 29) Following the war, the company de- rided to expand its distributor system and concentrate on building public ac- ceptance of its own trademark. Its two chief weapons were national mag- azines and a cooperative distributor allowance (50%) for local advertising, principally newspaper. It used no na- tional or regional radio, and only in a few instances did it approve radio co-op allowances. While material shortages still sup- ported a sellers' market during most of 1948, Peters foresaw a time not too distant when Blackstone equip- ment would have to compete in a buyers' market for its share of busi- ness. When that time came he wanted the name "Blackstone" to mean "magic washing'' to busy housewives — not just stage magic. In a letter to distributors, Peters told them the company would pay for half the time, talent, and announcer costs for Blackstone, Magic Detective for a trial period of 13 weeks, and strongly recommended they take ad- vantage of the deal. Local arrange- A FIRST IN THE DAVENPORT, ROCK ISLAND, MOLINE, EAST MOLINE AM 5,000 W 14 20 Kc. FM 47 Kw. 103.7 Mc TV C.P. 22.9 Kw. visual and aural, Channel Basic Affiliate of NBC, the No. 1 Network W'OC advertisers reach the biggest and richest industrial center between Chicago and Omaha, Minneapolis and St. Louis get extra coverage of the prosperous Iowa-Illinois farm- ing area on WOC-FM without addi- tional cost With complete duplica- tion both stations deliver the entire NBC Network schedule and local programs to this rich farming area. Col. B. J. Palmer, President Ernie Sanders, Manager DAVENPORT, IOWA v: FREE & PETERS, INC., National Representatives ments were left up to each distributor. There's a difference in speed and decisiveness of action between the man who's just thinking about buying something and the man who knows what he wants to sell. As soon as he had approval from the Blackstone Cor- poration, Michelson made a mass mail- ing to every station, big and little, in Blackstone distribution areas. He explained the company's ap- proval of his transcribed series for cooperative advertising and suggested the station make its own pitch for the business. All letters went out together and gave each station an equal chance. Not many dealers held out against the succeeding waves of station sales- men that hit them within hours of receiving Michelson's letter. Ninety- eight stations representing every area where Blackstone has distribution re- ported sponsors for the show. In the majority of cases the show was actually sponsored by retail deal- ers, such as appliance or hardware stores, department stores, etc., either individually or as a group. In a few cases a big general distributor bought it on behalf of all his retail outlets. The series was planned for airing once a week. Michelson supplied the stations with mats and photographs. Blackstone supplied each sponsor with a book of suggested commercials. Realizing that most of the new Blackstone sponsors were inexperi- enced in radio merchandising. Michel- son left nothing to chance. After the program had been broadcast a few weeks he offered each sponsor at cost (eight cents each) a giveaway booklet of Blackstone the Magican's magic tricks, together with appropriate com- mercial copy. Sponsors were to make the offer not -(Miner than the seventh broadcast. This allowed time for the show to build its initial audience before the test. It also allowed time for reports to James- town on the show's impact before the deadline for renewal. Everybody took the deal. Leads traceable to this promotion plaved a big part in the manufacturer's ultimate decision to continue sharing costs for this program. In New ^ ork the program is spon- sored 1>\ the Gross Distributors. Inc., on behalf of all outlets in the area. It started on WOK (Sunday, 2:45-3) October 10. and on the seventh broad- ( Please turn to j>age 64) 56 SPONSOR GOSH YESLLONG HAIRS by the THOUSANDS in NEW ENGLAND! es lere s a wr ping-big, READY-MADE- AUDIENCE for fine music in New England! New England, birthplace of America's cul- tural heritage, is a natural for the DEEMS TAYLOR CONCERT SERIES lor 15 yeors, the Deems Taylor name has been synonymous with the commentary side of fine music in Network Radio. A noted composer and author, he was for seven years commentator on the New York Philharmonic Symphony Broadcasts . . . the most popular talks of their kind ever aired. A new series of 30 minute programs, 5 times per week featuring The World's Greatest Recorded Music plus on transcription the COMMENTARY of America's foremost composer, music-critic and radio commentator DEEMS TAYLOR and DISTINGUISHED GUEST STARS Deems Taylor personally introduces each recorded masterpiece . . . emcees the show. Feature YOUR NAME OR PRODUCT with this great series and watch the Deems Taylor Concert SELL FOR YOU! Available just when people love to relax, 10:30 to 11:00 P.M., five nights per week, Monday through Friday over the YANKEE NETWORK for carrier announcements or complete sponsorship. Ask Your Petry Man The Yankee Network, Inc. Member of the Mutual Broadcasting System 21 BROOKLINE AVENUE, BOSTON 15, MASS. Represented Nationally by EDWARD PETRY & CO., INC. 14 FEBRUARY 1949 57 y . *\ svx ^v- i /.-•--•- <" X ■' -/» ^;:>" ":;?<- >¥•* *■*. - V*" 'iO\j u preferrerl /""v--. \ S. Vr Or8} : :• \ ! N c NX \/ rt id \ j 1 * _ 7 /K / \ V *5 X / • 'Y#~— ~ „ -I v n rt 1 r \ D NBC Television carries more network advertisers than all the other networks combined . . . actually, tivice as many as an\ competitor. that's simple fact hut to cite this accomplishmenl in its full significance: regular sponsors on NBC use an average <»l 14 station! — On the next network. onk 8 . . . so that. not only are there twice as main sponsors on NBC, hut nearh double the number (it stations in use from week to week. w_,^~/«-- >i >/ I "■\w, y /_- r S 0 o \ N>*^ I V jf8 • SUNDAY MONDAY phi TUESDAY WEDNESDAY THURSDAY Pm FRIDAY SATURDAY RB[ IBS numont I1BC | HBC IBS Dumont MI „ RBI CBS ,nu mont MI RBI IBS Dumont RBI RBI [BS outnont riBC "' RBI IB5 Du mont MI I RBI IS kM I <.<**' East march 1949 Radio Comparograph In next lis rc;vc: midwest march 1949 10 Comparagroph in next i 6:00 p 8:30 p 6:00 p MAW F 5:00 | Adm.>«IB~.yR.. ». F Believe It Or Not Tu Bigelow Sho» Boimg Th Tu Breet the Bent F F Che«oLt on B'wey Coloete Theatre Arthur Godfrey Identify Kultle. Fr.n&Olli* Ne-treel O»0 Amateur Hoi r Su Phileo TV Pleyhouii Su Lenny Ron Th Su Smell Fry Club Supper Club F TeU.ii, 0fl Theatre Tu Te.eco Star Theat. Tu Tournem't of Ch'p „, W Uncle MitHetoe MTWF Wind'- On The W rid Th Your Show Time F SUNDAY MONDAY phi TUESDAY WEDNESDAY THURSDAY pm SATURDAY nan NBC NETWORK ADVERTISERS February 1, 1949 \ "V. j^ Service of Radio Corporation of America These companies are already setting strong patterns of sponsor identification ... vivid sight and sound impressions that will shape the buying habits of American consumers for a long time to come. To make the best impression, their commercials are being delivered on NBC Television, the network that is first in programs — latest Television Hooperatings give NBC 9 of the top 15 programs first in audience — with 29 stations now in operation, NBC Television reaches the largest audience available to TV advertisers first in sponsored hours— 3 times more than any other network STATIONS USED Admiral Corporation 17 The American Tobacco Co. 25 Bates Fabrics. Inc. 13 Bigeloic-Sanford Carpet Co., Inc. 22 Bonafide Mills Inc. 7 Chevrolet — General Motors Corp. 15 Cluett Peabody & Co.. Inc. 14 Colgate-Palmolive-Peet Co. 15 Disney, Inc. 21 Firestone Tire & Rubber Co. 14 General Foods Corp. 12 Gillette Safety Razor Co. 12 Gulf Oil Corp. 9 Kraft Foods Co. 14 Liggett & Myers Tobacco Co. 22 Mason, Au & Magenheimer Conf. Mfg. Co. 14 Motorola. Inc. 7 Oldsmobile— General Motors Corp. 7 Philco Corp. 27 Procter & Gamble Co. 7 Radio Corp. of America 9 R. J. Reynolds Tobacco Co. 14 Swift & Co. 14 The Texas Comj>any 19 Unique Art Manufacturing Co. 5 Vick Chemical 7 THE NATIONAL BROADCASTING COMPANY An excerpt from a letter to Cleveland's Chief Station 50-50 DEAL (Continued from page 56) cast a single offer of the booklet was made to those who would write the station for it. The one announce- ment pulled 2,800 requests. About a thousand of these requests came from families in the Gross dis- tribution area who are in the middle or higher economic bracket and thus presumably able to afford a Black- stone. The washers range in price from a wringer model at $119.95 to an automatic at $365. The latter is definitely out of the low-cost range. The equipment, unlike some other models however, does not have to be bolted down, and has the advantage of a top rating by the Consumer's Union laboratory. Following the plan suggested by Michelson, Gross wrote in longhand in the space provided on the face of the booklet the name of the dealer nearest the person writing in. Next, the names were sent to each retailer of all persons in his area to be used in a follow up. This was done by tele- phone, by mail, and in some cases by personal calls. The dealers re- ported sales. The show is sponsored on Wednes- day nights, 8:30-8:45. over WJTN in Jamestown, N. Y., by the George B. Pitts Company, a department hard- ware store. In order to bring people into the store the booklet offer, made in December, required listeners to come in and ask for it. They had cautiously ordered <>nl\ 500. These were snapped up quickly, with many people left disappointed. The offer will be repeated this month, asking listeners to write for the book of tricks. Blackstone, the magician and his troupe, is constantK louring the coun- try. He is cooperative, lending him- self to tie-ups with local sponsors of the platter show bearing his name. In Jamestown, he visited the store for a talk with personnel and made a personal appearance for consumers at the stoic Dining an intermission at his stage performance he introduced a new Blackstone automatic washer on display in the lobby. Producer Michelson works closely with the ma- gician and with stations carrying the show in promote such tie-ups where possible. The program is sponsored on Sun- days at 3:30 in Ware. Mass.. b\ the Bakei Furniture Co., over WRMS. .Mrs. Baker says that before she signed for the show comparatively few of her |n ospects c\ ei heard oi the Blackstone washer. The program changed that. She reports that now the great majority of her leads and prospects come from listeners. The program, says Mrs. Baker, has already created an amazing acceptance of the trade name and es- tablished her store as headquarters for the product. The Baker Co. has been spending about half its advertising budget on newspaper space. Results from this program, the company's first experi- ence in radio, are already so satisfac- tory the company is planning to reduce its newspaper ad-budget in favor of increased expenditure for radio. The first 13 weeks of the show on stations in all areas where the Black- stone Corporation has distribution (New England. Middle Atlantic. South- ern, and Mid-W cstei n i produced over- whelming evidence of mounting pub- lic acceptance of the Blackstone name. The company urged its sponsoring outlets to renew for a complete 52- week cycle on the same 50-50 split of the costs. The\ even wrote Michelson to let them know if anybody hesitated to renew, so they could do a little extra persuading. \ irtualh the entire original list of nearly 70 stations plus 22 additional stations reported spon- sors coming in on the 52-week basis. A distinction between the Jamestown firm and other washing machine manu- facturers who also make cooperative allowance for radio is that Blackstone did not rest with merely recommend- ing "radio" — they took the initiative in providing what seemed an excep- tional program to meet the common need of all dealers. The cost to Blackstone for their half of the time and talent for these spon- sors for 52 weeks is estimated at about $250,000. The company's national magazine advertising (current sched- ule includes Saturday Evening Post. McCalVs, Good Housekeeping) since the war had not established the name "Blackstone" with the public as a washing machine. To them it still meant caul tricks, legal tricks, oi l.orna Doon. The company feels nevertheless the prestige value of the national magazine campaign is worth its cost. Their dealers however see radio producing, not acceptance tor card tricks, legal legerdemain, or novels but for wash si .12ml (Continued from page 50 ) MR. AND MRS. DUOS STORY Recehed m\ first subscription copy of Sponsor several days ago, for which many thanks. I note that Sponsor is now a bi-weekly — fine! As radio di- rector of "One of America's Better Stores." I know I shall find your maga- zine very helpful. Being a new subscriber. I am not equipped with a file of back issues. Hence, I would appreciate it if you would send me a reprint of "Those Mr. and Mrs. Duos" story from your issue of September. 1948, as soon as pos- sible Alan Bautzer Radio Director 1 1 ess Brothers AUentown, Pa. COVERAGE VS. PROGRAMMING I have just read Part Five of the series. "What's doing on in Farm He- search", page 24 of the 17 January- issue. WHO is mentioned several times in this article, but a couple of statements occurring on page 44 led to a little research. Mr. Doody. in the third paragraph on this page, says, "KGLO, Mason City, was divarfed here as in the Quincy and St. Louis areas." The meaning of this was not quite clear inasmuch as the paragraph states that KGLO in its third recent study was first in nine out of ten hourly ratings. The following two paragraphs are, however, the ones which definitely led to the research to which I am drawing your attention. For simplicity we quote the two paragraphs: "These are typical examples of studies which show the dominance of one station over others in which the previously mentioned technical factors are involved. "Doody suggests the tentative conclusion that program appeal accounts for a certain degree of individual audience preference, but that general station dominance is the primary audience builder — whether through power, promotion, network affiliation, or the fact it is the only station in the una." First of all. we are enclosing a table which sets out in descending order of field strength all stations which should have sufficient signal in the daytime for acceptance over a large part of the nine-county area around Quincy. The second sheet of this data sets out cer- tain assumed field strengths for the antennas in the absence of the actual data. We feel the table based on these fields to be typical, however. It will be noted that WHO in this table ranks sixteenth in field strength. Thus, the station enjoys little domi- nance because of technical factors. Note that several stations are on the NBC network, notably KSD in fifth ranking position and WMAQ in tenth position. It should be expected that listeners to the NBC network would prefer those signals. We likewise feel these stations, as well as a large num- ber of those ranking below sixteenth position, do as g I oi bettei a i<>l> in promotion in that area, since Quincy lies outside of our .5 mv/m contour or primary coverage area. The only conclusion we can draw from this table is that local farm pro- graming, which WHO stresses, resulted in the one first place and eight sec- onds in the WTAD study. This seems to be somewhat substantiated by the presence of WOI, Ames, Iowa, which stands in twenty-first place with less than .5 mv/m per meter. We believe Mr. Doody in general TRACTORS • WORK CLOTHES TOOLS • HOME WARES ► or any other of the thousands of items that modern American farm families buy regularly. BUY INTO THE RICHEST FARM MARKET EAST OF THE MISSISSIPPI ... on the WHAM VI NEWS Monday through Friday 12:15 P. M. Hundreds of thousands of prosperous farmers in upstate and central New York listen to the WHAM Farm News with the same loyalty, interest and confidence with which they attend the meetings of their Granges. On the air uninterruptedly for over fifteen years, the WHAM Farm News has provided a public service justifying the belief that, "if the Farm News man says so, it's true." No program can provide more solid ground for commercial messages. Study the statistical information listed to the left and tap this high- income market at \\ 1 1 AM's low cost. MARKET FACTS • Dwelling Units 94,396 • Ownership 46.3% • Electrification 85.2% • Automobiles 78.7% • Average effecti ing income pei ve buy- family $4,198 • Cost per program per 1,000 homes . . . 23 cents! 50,000 watts, clear-channel 14 FEBRUARY 1949 65 COSTUMES for TELEVISION! NOW - Rent COSTUMES . . . for your Television Shows! . . . Technically Correct! . . . over 100,000 in slock! from Broadway's Famous Costumer. The same speedy service enjoyed by NBC, ABC, CBS-TV, WABD, WPIX and Major Broadway Pro- ductions! If outside NYC, wire or airmail your require- ments; 24-hour service when desired! EAVES COSTUME COMPANY Eaves Building 151 WEST 46th ST. • NEW YORK 19, N. Y. Established 1870 has appraised the situation fairly ac- curately, except for having omitted from his technical thinking the hasic fact that a 5.0(10 watt regional with a preferred frequency in the daytime maj have more coverage than a 50,000 watt station on a less advantageous fre- quency. Likewise his statement that "Program appeal accounts for a cer- tain degree of individual audience pre- ference" seems to relegate program- ing to a rather minor role. Paul A. Loyet Resident Manager WHO, Des Moines, la. as well as nighttime, radio. TALENT LAMENT (Continued from page 31) small-part-on-the-air stage, and again nothing happens. They lament the fact that a limited number of actors and singers work a great deal hut a great number of actors and singers work little. They claim that there must be something wrong with a radio system, sustaining as well as commercial, that permits a few voices to play so many roles, that permits a few performers to monopolize most of the work in day- time serial. "We're good." lament many of them, "but what good does that do us? No- bod\ is willing to give us a chance." Directors and producers, in answer- ing this new talent lament, have pat answers. They claim that they can't afford long rehearsals that new talent requires, that they can't start training performers in the radio art, and that they want casts that know the language of the individual director. All direc- tors, more or less, use the same terms in directing shows, but practically every director wants at least a nuance of difference from his use of individual terms. Naturally, he casts performers who know what he wants. It's easier that way. It cuts down rehearsal time, and that saves money, makes for smoother shows. Since frequently the guest stars of broadcasts are not mike trained, it's vital that the supporting cast be talent which has worked with the director, thus giving him more time to work with the stars. New voices are good for broadcasting, but direc- tors are paid to turn in smooth pro- grams, not develop tyro talent. Out-of- town performers invading the big (Please turn to page 68) £W w. 7< ago. and who rainc down to New York and within three months was playing leads in two daytime strips and earning over $300 per show ($600 a week). Young per- formers admit it happened to Trudy Warner, hut point out thai there's one Trudy, while there remain the featured players like Anne Elstner, Lucille Wall, and Alice Reinheart. who have been playing in daytime dramatic serials for what seems like generations. What is true, they claim, for actresses is also true for the men. and performers like Carl Eastman, Bud Collyer. and Bart- lett Robinson show up in serial casts with a regularity that makes the boys trying to break in skip meals — and \ v. 10,000 WATTS IN KANSj DON OAVti ** _&qif "" o "1 i?ied j","r,.'..'r.'.'.':r^^ MUTUAl NITWOK • 710 KIIOCYCIIS • 5.000 WAMS NIOMI not because of en\\. The name and semi-name talent on the networks has its own set of laments. These differ a great deal from the la- ment- of the non-metropolitan talent and the performers tr\ing to break in. The first objection is to the artistic handcuffs which many shows place upon actors. The latter contend that many programs permit them to run the gamut of emotions from A to B. The) don't necessarily blame the writers who in their turn are forced to pen formula serials. (The laments of radios writers are not included in this report, for theirs are distinct from per- forming talent and may he the subject of another episode in this series. I Many of the performers no longer lament the lack of scope that daytime serials and nighttime weekly dramas permit them. They note that Benin. Hope. Skelton, Ozzie and Harriet, and Fibber McGee and Molly haven't broadened their character delineation in years, and they reach top audiences and earn top salaries. They just "give em what the) want", and take a flyer in a dramatic production on Broadway to extend their "creative wings", and "get radio out of their nostrils." Another lament of most experienced radio performers is aimed at directors. Said a broadcasting veteran, "One week he's a page at NBC and the next he's a director for an agency. That's not unusual. One director last week used a race-track stop-watch to time a program, and never did find out that it was overtime until the dress re- hearsal, when we all went crazy cutting our scripts to make certain there'd be enough time for the commercials." Another broadcasting oldtimer, com- menting on agency directors, ex- plained, "He speeds us up when we should be slowed down. He's so afraid of running overtime that we have to pla\ the final five minutes as if we were on a particularly fast boat to China." Still a third performer, referring to another Madison Avenue agency direc- tor, said. "He's got a phobia on using so many words per minute, no matter how fast or slow a scene should be played. When he has to cut out some dialogue, lie acts as if he should have a refund for the sponsor from both the writer, because he didn't use all his wolds, and from the cast, since the) didn't use up all the words he felt should he crowded into a half-hour broadcast. He congratulates us on our worst -hows and ignore- our he-l efforts. When a Hooperating doesn't agree with his reactions to a broadcast, he tells us never to judge a show by its Hooper. When it coincides with his feelings, he tells us how fine an evalua- tion job the Hooper organization does. We know how he holds his job, and very often we're tempted to give him the performance he deserves — but we don't. We have our own reputations to worry about." The bigger the star the more he laments Hooperatings. Jack Benny for years has had his ratings wired him the second that they were available. Fred Allen doesn't hesitate to sound off during his broadcasts on Hooper and his rating-. W hats true of Jack and Fred is true of nearly all star and featured talent on the air. New pro- grams suffer more from Hooper fright than a Broadway play suffers from the morning-after critical notices. "Re- viewers have a single crack at a play, Hooper takes two cracks a month." laments the star of a Wednesday night frolic. Talent is disturbed b) advertisers judging its visual effectiveness by TV Hooperatings or Hooper's Telerat- ings even before the medium has broken through its test da\s. One of the greatest Huopei laments ol talent is the fact that generally by the time a Hooperating is released, it's too late to do anything about a characterization since another program (aside from the show rated) has already been on the air by the time the figures are received. (Special Hoopers of course can he made available 24 hours after a broad- cast, but talent cant afford them regu- larly. ) Talent's greatest lament is the fact that sponsors want results — i.e., great audiences — from the very first broad- cast or telecast. "Despite the fact that it's a known fact that the habit of lis- tening or viewing develops slowly, ad- vertisers want audiences from the out- set.'" points out a great radio star. "That's understandable, since they start paying from the da\ the program goes on the air. If. however, they were willing to take a lesser audience to start, with the knowledge that a well- developed program would inevitably increase its audience week after week, and thus slight first audiences could be balanced l>v -real end-of-the listening. broadcasting would be a heller show field in which to work. Vnd believe me." he says with feeling, "it would lengthen the life of all who entertain v ia the air." ' * * 68 SPONSOR THREE CBC NETWORKS In Canada's cities, towns and rural homes from Atlantic to Pacific, listeners enjoy a great variety of the very[finest Canadian, American, British and French-language radio programmes. With the addition of three new 50,000 watt transmitters in Ontario, Manitoba and Alberta, the three CBC networks — Trans- Canada, Dominion and French, through 90 owned and affiliated stations — now reach almost every potential listener in Canada! This intensive coverage provides a nation of more than twelve million customers to advertisers using the facilities of CBC. COMMERCIAL DIVISION CANADIAN BROADCASTING CORPORATION ZOcots 354 JARVIS STREET TORONTO 5, ONTARIO 1231 ST. CATHERINE ST. WEST MONTREAL 25, QUEBEC 14 FEBRUARY 1949 6? SPONSOR SPEAKS Magazines discover radio During (lie war. the National As- sociation of Magazine Publishers used announcements on station* in Bangor. Augusta, and Presque Isle, Maine, to urge lumberjacks to get out into the forest and cut timber. Paper pulp was scarce, chief!) because lumberjacks were scarcer. Hut tic twice-a-day. three-days- a- week appeal worked won- ders. The situation was saved, and magazine publishers had discovered radio. I oda\ the magazine fraternity is expanding its use of radio. Selective campaigns are building circulation for Curtis Publications, for Collier's Other magazines arc using announce- ments sporadically. Still others are keenlj studying Curtis case histories, and can be expected to use the air. on a selective basis, shortly. We ye noted for a long time that radio has invested some of its dollars in magazine- and newspapers. It's plea- ant to note that the level of competi- tive thinking has reached the stage when- some ol printed media's cash is flowing bark into broadcasting. Live Programing Badio i- now entering the more- recorded-than-live phase. For years this has been true at independent sta- tions but the networks and most of their affiliated stations outwardly stressed the importance of live pro- graming. With the announcement that the National Broadcasting Company will accept recorded programs for net- work airing, the last of the web op- position to transcribed airings has faded. There was plenty of hedging b\ NBC in its clearance of recorded pro- graming. But despite all the hedging. il is apparent that most programs will eventually be aired live only when formats demand it. Programs that profit from immediacy — news, spe- cial events, sports, and topical comedy programs — will continue to be live. There is little justification for live air- ing of dramatic, situation comedy, and musical programs. Entertainment and commercial content of main programs can be better if they are recorded and edited. But sponsors, agencies, and net- works should nol insist on recording all programs because they feel they would be more precise, more accurate that wav. There's something in the live spontaneitv of gag comedv pro- grams for instance that is difficult to catch on wax, wire, or tape. The value of live entertainment must not be for- gotten in the rush to record it. How to maul a medium I he months roll on, and ev idence of the effectiveness of the SI .()()( ).<)()(> in- vestment that newspaper* have poured into sales research and promotion pile in. Consider the lasl Printers" Ink Ad- vertising Index. For the month of December. l{)lo. the general index for all national advertising was up (>' < over the like month in L947. News- papers led the parade with a 2t)'( in- crease. Outdoor increased 12' r. maga- zines 2' i . Badio remained unchanged. Badio unchanged . . . but was it? Look at the vast number of new sta- tions on the air to slice the radio melon. Think of the fact that news- papers in the past year have been diminishing in number rather than in- creasing. Consider sponsor's Selec- tive Trends Index for the month of December, which shows a sorrier pi - ture than the Printers" Ink Index. Remember the numerous instances of shifts from radio, of reduced radio budgets for the year 1949. The conclusion is inescapable. Radio, the dynamic medium, ha* no unified selling. The industrv film now in prepara- tion under the able direction of CRS * Victor Batner will help. But much more is needed. \\ hat* ii' eded is a keen industrv awareness ol the problem. And a decision to do something drastic about it now. Applause The Free Enterprise Struggle Puerto Rico hasn't been exactl) an advanced territorv ol the I nited Si il'-. econoniicall) or politically . Despite llii- laet. it ha- been in the forefront of the battle of government v-. private ownership. The radio sta lion- of the island hav e cai i ied the (lag for the lice enterprise system in a fighl thai ha* meant life or death to them. I he problem wa* w hel her or not the station operated l>\ the govern meni u ,i- io be permitted to carrj ad- vertising in direct competition with 70 the privatel) owned station*. Station owners were of the opinion that il this were permitted it wouldn t be long before several government outlets would be in operation and would monopolize, because of power, chan- nels, and resources, the broadcast ad- vertising business of Puerto Bico. \\ Inn an official announcement was made that the station would broadcast commerciall) man) broadcasters on the island fell that ihev had lost then fight. Bui their Association didn't give up: the fight was continued. I 0- dav authoritative sources in Washing- ton veei to the opinon thai an) sta- tion operated bv the I .S. should trans- mil official governmental information and entertainment onlv. Round one has been won l>\ Puerto Rican broadcasters not alone for themselves, but for all I .S. broad- casters, for all I ,S. Industrv. There are strong elements in government which look towards a socialized in- dustrv as well a* control over all media of dissemination id information and news. The forefront of the battle to retain freedom of speech and free- dom of business will be fought in the out-kill- of the I!! -laics, in territoi ic- likc Alaska. Puerto Bico. and Hawaii. SPONSOR ■c KMBC KFRM Kansas City, Missouri Jsumt the Meant otf &vn&iica, Trade Paper Edition KFRM Wins Heart of America Listeners KMBC-KFRM Team Ranks First CRONKITE NAME CORRESPONDENT Walter Cronkite, for- mer United Press For- eign Correspondent, has been named Washing- ton correspondent for The KMBC-KFRM Team, Arthur B. Church, president, has announced. Cronkite has estab- lished headquarters in Washington, and will begin his reporting shortly after the first of February. Each of the two sta- tions will program Cronkite on a short news spot daily. In addi- tion, he will provide two quarter-hour programs weekly for each of the stations. One of them will be a general com- mentary and interview program of significance to the Kansas City Trade area. The second 15-minute program will be supplied each station on a localized basis, in- cluding Washington ac- tivities of interest to local listeners, and in- terviews with Congress- men from Missouri and Kansas. Cronkite returned in September from two years as Moscow Bu- reau Manager for the United Press. Prior to that assignment, he was D WASHINGTON FOR KMBC-KFRM Foreign Correspondent with the wire service, in Europe. He covered the air war over Germany, the Battle of North At- lantic, the Normandy invasion, and estab- lished United Press cov- erage of the Nuremberg trials. The Texas Rangers Appear on Television The KMBC-KFRM Texas Rangers, now in Hollywood for movie and radio com- mitments, on January third inaugurated a new televi- sion program series on KTTV, Los Angeles. They will be scheduled each Mon- day evening on the new series. The male quartet of the Texas Rangers, then billed as the Midwesterners, first appeared on television 15 years ago ... in Kansas City, on W-9XAL, experi- mental television station programmed by KMBC. DAYTIME AMONG ALL BROADCASTERS IN KANSAS CITY PRIMARY TRADE AREA The KMBC-KFRM Team made new records in audience building in its first year of operations. After less than ten months of KFRM operation that station attained top ranking in the area it serves. And, teamed with KMBC, The KMBC-KFRM Team ranks first by a wide margin among all broadcasters in the Kansas City Primary Trade area, according to Conlan and Associates, radio survey company. The Conlan survey, com- pleted in October, and pub- lished in three books, is be- lieved to be the largest coin- cidental survey of its kind ever published. More than 100,000 calls were made dur- ing a one-week period in the Kansas City Primary Trade area. This Area Study, ex- tending west from Central Missouri to Colorado, also in- cludes counties in Nebraska and Oklahoma, and covers the WIDESPREAD COVERAGE... Shaded map shows mail response in KFRM's December contest, together with KMBC-KFRM contours. 8 a.m. to 6:30 p.m. period throughout the one week pe- riod in early October, 1948. The survey is essentially rural in character, as it ex- cludes the larger cities — Kan- sas City (both Missouri and Kansas), St. Joseph, Topeka, Salina, Hutchinson and Wich- ita, and was limited to these hours as KFRM went on the air as a daytime station. The KMBC Area Study shows that KMBC is the most listened to station, daytime, within an average radius of slightly over 100 miles from Kansas City! The KFRM Area Study proves KFRM is the most lis- tened to station daytime in Kansas within KFRM's half- millivolt contour! Arthur B. Church, presi- dent and founder of The KMBC-KFRM Team, in com- menting on this remarkable success story, gives major credit to KFRM's unprece- dented audience building rec- ord to his program people. Mr. Church insists that the KMBC-KFRM Staff, number- ing more than 130, is the greatest and best any U. S. broadcaster can boast. WTAC ANNOUNCEMENTS On Five Daily Participating Shows Modern Kitchen" Lyda Flanders Monday through Friday 9:15-9:30 A.M. "Wife Meets Husband" Fran and Bill Winne Monday through Friday 9:30-10:00 A.M. 'Danny Part Show" Danny Part — Edith Mann Monday through Friday 10:00-10:30 A.M. "Open House" Margaret Cox — Bob Edgren — Danny Part Guest-of-the-day, Jane Russell Monday through Friday 5:00-5:45 P.M. Advertisers who use announcements on WTAG to reach the prosperous Cen- tral New England Market get top value for their advertising dollars. WTAG pro- duces five participating shows every day, Monday through Friday, with each participating announcement carefully programmed as an integral part of each show. They're as personal as the script; the exact opposite of the disc — an- nouncement — disc — announcement type of show. In production, the ages and interests of WTAG's entire listening audience are carefully considered. That's why these five daily shows keep YOU participating in sales in the great Central New England Market. When you buy time in New England, buy a buying audience with WTAG, the station with a far greater audience than that of any other station heard in the area. WORCESTER 580 KC 5000 Watts 7fll\ PAUL H' RAYMER C0 Motional Soles Representatives. Affiliated with the Worcester Telegram & Gazette. FEBRUARY 1949 • $8.00 a Year 'I ( '»** The BMB dilemma — p. 19 Radio sells a watch band — p. 27 TV in the daytime — p. 24 4-hetwork program Comparagraph — p. 51 2 CENTS 2 WING, Dayton, merchandises cigarette-sponsored contest— p. 22 A N 0 . i • M M 1 N o a n 9/ mvA r IMS J*- ^- XM)0 /Hocft em /fl/M The modern Virginian is alert, informed, well entertained. And WMBG, with its 23 years of progressive broadcasting, its world wide NBC coverage, has helped to mold him that way. Now WTVR, the South's first television station, daily enlarges his horizon. Thus do the Havens and Martin group — First Stations of Virginia — serve their millions. WMBG « WTVR " WCOD ™ , ;>/>.; / C/ /« //}//,) a/ 4 {r'jy/s/fW Havens and Martin Stations, Richmond 20, Va. John Blair & Company, National Representatives Affiliates of National Broadcasting Company __ TS... SPONSOR REPORTS.. ..SPONSOR REPORT 28 February 1949 First 5 agencies have big TV departments Recorded shows hit new high in sales N. Y. youngsters place "Howdy Doody" first in radio-TV WLW now in sports promotion business Farnsworth first manufacturer to feel pinch Each of first five advertising agencies in billing, J. Walter Thomp- son, Young & Rubicam, BBD&O, N. W. Ayer, and McCann-Erickson, have important TV departments and TV billing. It's necessary to go to agencies under fifteenth in billing rank before finding one inactive in television. -SR- Sales by transcription firms of programs during January reached a new high, with practically all firms in field sharing some of in- crease in business. Need for aggressive selling by retailers is said to be important factor in sales increase. Bruce Eells hit his highest station subscriber total since he started, with most of sta- tions having sold to sponsors all three programs his service is delivering. -SR- Number one kid show in New York area is a TV presentation, not a radio program, according to Hooper. "Howdy Doody" was rated 3.9, with the second broadcast juvenile, "Jack Armstrong," hitting 3.6 In important Tuesday night 8-9 p.m. period, Milton Berle's program rated 11.2, with only one broadcast program higher, "Mystery Thea- ter" with 13.2. Ratings are New York City Hooperatings for Decem- ber-January. -SR- WLW has followed lead of CBS (Tournament of Champions) and is now in sports promotion business. Sports corporation of Crosley Broadcast- ing is known as Telesports, Inc., and will promote all forms of ath- letic endeavor both for radio and TV as well as live audience enjoyment. -SR- Although Farnsworth Radio and Television Corporation came into being because Farnsworth was a TV pioneer, it's the first radio-television manufacturer of any size to feel the pinch of not getting into TV production fast enough. Fact that 33]3 and 45 rpm home records have been brought onto market has complicated manufacturing of its Cape- harts (quality radio and record player combinations) , and has stop- ped consumer purchase of combinations sans TV in the over $500 price range. International Telephone and Telegraph Corporation will no doubt absorb Farnsworth, having its eyes on a suitable TV manufacturing subsidiary for some time. There'll be other manufac- turer failures during the next 12 months. TV manufacture requires huge financial resources unlike radio set production. SPONSOR, Volume 3. No. 7. 28 February 1949. Published ererj other Morulas bj SPONSOR Publications Inc.. 32nd and Elm, Baltimore II, Maryland. Advertising. Editorial, Circulation Offices 40 West 52 Street. New York 19. N.Y. $8 a year In U.S. $9 elsewhere. Application for entry as second class matter Is pending. 28 FEBRUARY 1949 REPORTS'. . .SPONSOR RE PORTS. .. SPONSOR Competition for soap TV set ownership hits high mark throughout U. S. Credit losses on increase in broadcasting Berle tops E.Q. rating Congress expected to advocate end of clear channels Growing sale of synthetic detergents, which is expected to reach one billion pounds by 1952, will bring new important names to house- hold cleanser field. Soap manufacturing firms do not control the raw materials for detergents, and the firms that supply materials to soap manufacturers are thinking of going into the business them- selves with their own trade names, etc. One chemical house has reached the stage of talking broadcast advertising with its agency. -SR- Indicative of how television is growing are 1 February set-ownership figures in St. Louis (21,000), Cleveland (25,000), Washington (34,200), Cincinnati (15,000), and Boston (45,120). New York, despite other reported estimates, has passed half-million mark. -SR- Crying need, now that failures among advertisers are on increase, is for broadcast advertising industry to set up an agency recognition bureau, as part of the National Association of Broadcasters, or as an independent organization. Increase in credit losses is said to have been 20^ in past six months. -SR- Audience Research, Inc., which audits E.Q. (Enthusiasm Quotient) ratings of radio and motion picture personalities has added TV to its rating service. In its first TV E.Q. evaluation Milton Berle hit 92% (of a possible hundred), while Arthur Godfrey hit 80%, as did Ed Sullivan. Bert Lytell hit the bottom of the first-ten E.Q. list with 42. -SR- There's every indication that Congress will take some action on clear channel question, or recommend that the Federal Communications Commission itself break down most of clear channel stations still operating. Stations first to lose clear channels will be those located on West and East coasts. Stations in farm areas that need coverage from remote points may be permitted to occupy clear wave- bands for some years to come, but eventually, say senators who have studied the problem, all clear channels must go. CAPSULED HIGHLIGHTS IN THIS ISSUE The BMB Dilemma is the industry's greatest current research problem. How the second study may avoid the mistakes of survey number one is reported in detail on page 19 Not all stations merchandise, but those that do set an amazing pattern of results. page 22 TV in the daytime is a great crystal-ball game, yet millions are being invested in it to develop a formula. page 24 Twenty-five percent increase in less than one year through a program is only the beginning of the Speidel story. page 27 Seven more farm results page 26 Transcription producers' lives are not always happy The reasons why are on page 28 Good community relations can be achieved by radio. page 32 Will sock-selling kid broadcasting return through TV? Mr. Sponsor asks, and top program producers answer. page 40 IN FUTURE ISSUES The status of audience mail 14 March Making a TV newsreel, with three pages of pictures. 14 March La Rosa — a bilingual success 14 March You can't do business with Argentina 14 March NAB Evaluation by sponsors and agencies 11 April How a network research department functions 25 April Folk music sells 25 April SPONSOR U8TENERS By ^ /> % ^\A^ Js a better measure- ONE does it in Mid- America ONE station ONE rate card ONE spot on the dial ONE set of call letters 50,000 WATTS DA YTIME-Non-Directional lO.OOO WATTS NIGHT -810 kc. National Representatite: John E. Pearson Company Naturally, the lower the cost per 1000, the better! A perfect example of low cost per 1000 coverage is KCMO, Kansas City's most powerful station. It brings you listeners at a low cost per 1000 because of... a powerful, far-reaching signal . . . warm, Mid-America styled programming that people like to listen to . . . and reasonable time rates! Inside KCMO's measured '_> mv. area are 5,435,091 potential listeners ... in 213 farm and factory rich counties. If you follow the rule of low cost per 1000 .... you'll buy KCMO in Mid-America! ^Lfr CMO and KCFM . . . 94-9 Megacycles KANSAS CITY, MISSOURI Bask ABC for Mid-America 28 FEBRUARY 1949 MOl. 3 HO- 7 SPONSOR REPORTS I 40 WEST 52ND 4 P.S. 8 NEW AND RENEW ON THE HILL MR. SPONSOR: BOB WOODRUFF THE BMB DILEMMA HOW STATIONS MERCHANDISE TV IN THE DAYTIME FARM CASE HISTORIES RADIO SELLS A WATCH BAND E.T. PRODUCERS' LAMENT PRIDE OF THE TOWN SELECTIVE TRENDS MR. SPONSOR ASKS 4-NETWORK PROGRAM COMPARAGRAPH 51 TV RESULTS 56 SPONSOR SPEAKS 62 APPLAUSE 62 9 12 14 19 22 24 26 27 28 32 34 40 l.v SPONSOR PUBLICATIONS INC. Executl il and Advertising Office 10 West 52 York '■1 Ti li phone I'laza Chicago Office HH Mlcl M I nue Ti levh '• uncial 1550 Publication OH 82nd and Elm, Hal Mil. 8 United 8ts i ir, Single copli'X 50c. l'rlniid In C. S. A I ipyright 1W0 SPONSOR PUBLICATIONS INC. nl and Publisher: Norman R. Glenn, B< Treasure! Elalm Ci pei Qlenn I ' Jo n ph M. Knehler, \ ite Editors: Prai Bannister. Charles Dan Hi hman. Ri earchei Bti 11a Brauncr. am Howard WecMi lei , Advei i L) i- ster J. Blununthnl Di partmi nl M, II Nell i i ... i | i ... in,, i - nn \ 8 "" & ' o , 'l\fli B i A. Scotl ft O Mills Til d I latlon Mai Milton Kaye. COVER PICTURE: Station Merchandising to thi Btreets when Station W1N(; spreads the word of Guy Lombardo ntesl 40 West 52nd BREAKING IN THE BROKERS We read with glee your article Broadcasting and the Broker on page 26 of your 31 January issue. We have been trying to break the brokers in Los Angeles into radio and television for several weeks with a series of educational letters and direct mail pieces. The article referred to could help us a great deal, and we would like your permission to use it and reproduce it, or purchase 65 re- prints on the article. Incidentally, sponsor's continuing editorial achievements are read with interest throughout our office and are a source of much good material as well as information. William P. Lester Steller, Millar & Lester Los Angeles £ Neither copies nor reprints are available, so per- mission to reprint the story in its entirity was given Mr. Lester. FARM SERIES In some of your more recent issues you have been carrying a series of five articles on the listening habits of people in rural communities. We have Parts 2. 4, and 5, but are unable to locate our copies of SPONSOR in which the other parts were run. Therefore, will you please send us a copy of the issues which carry Parts 1 and 3. We have found these articles very worthwhile and would like to retain the complete scries in our reference file. H. W. Calvert, v. p. Zimmer-Keller Detroit Our Farm Director. Clair Shadwell. has expressed imi.iI interest in voui series of farm research articles appear- ing in sponsor. It appears that our four issues preceding the January 17. 1949, issue (fifth in the series) have been mislaid. We would greatly ap- preciate \oui forwarding the issues in which these Inst four articles appeared. in order thai Mr. Shadwell ma) have the Complete series to dale. Ai.i.KN Wannamaklr. General Manager WGTM, Wihan. \.< . 0 SPONSOR receives numerous requests for miss- ing issues of i t v.in.HJs storics-in-series. These nrc supplied subscribers whenever possible. MAKE More Sales in the MIGHTY MEMPHIS MARKET r^jlj "WHBQ |?#J FIRST ON 3D YOUR RADIO in Memphis, Tennessee 5,000 WATTS 20 TIMES MORE POWERFUL W / Million More I/stews? Mr. Time Buyer: Here are the Vital Statistics -u Population served by WHBQ — 2,544,500 * Retail Sales $132,251,500 £ Radio Homes 551,353 BMB and Sales Management Figures Write, Wire or Phone for Availabilities Represented by THE WALKER CO. LEMME IN/ * YOU KNOW WHO WE MEAN KVOB CENTRAL LOUISIANA'S FASTEST GROWING STATION Mutual Broadcasting System Soon 1000 W — 970 KC All programs duplicated over KVOB-FM at no extra cost i r^ ftjSIM ** ha ah ...... , a , 1 r Tf JFWTTEraWil IM-H . . 'J ■ I.IUU11 Arkansas River and the West Tulsa industrial a, illustrative of two important factors which have made this modern city the center of Oklahoma's Greatest Market: Beauty and efficiency in city planning and building; Industrial know-how performed by a happy team of planners and workers! KVOO is proud to be a part of this success story in action since 1925! Advertisers who share in KVOO programming share also in our valued friendship with hundreds of thousands of our loyal listeners. This is a plus which is not included in any rate card, for friendship and loyalty are beyond price. — m R •••.•i ^\4 EDWARD PETRY 6gC0MPANY INC., NATION AL REPRESENTATIVES nbCafuuate unlimited time *■■*— 6&EATt >o\v developments on SPONSOR stories see complete network - station coverage at considerably lower cost!' Combine the high acceptance of ABC programing with top-calibre local shows broadcast from towers planted in the heart of Rhode Island's most populous area . . . then check the rate cards. Its the answer to a time- buyer's prayer ! • IN RHODE ISLAND THE BUY IS 5000 WATTS DAY & NIGHT WALLACE A WALKER, Gen. Mgr. PROVIDENCE, The Sheroton-Biltmore PAWTUCKET, 450 Moin St. Representatives: AVERY-KNODEL, INC. p.s. j66i "Give-Aways: They're a big business" and "Telephonitis" ISSUe: May 1948. p. 33; June 1948, p. 38 6Ctt Has the use of give-away shows in net- work, selective radio and in TV in- creased in the past year? What about the use of telephone give-aways? Subj There will be 30% more network give-away shows on the air during March, 1949. than there were during the same month in 194!!. There will also he 40-u(>', more give-away shows in local radio and in television. Although much of the controversial furor concerning these shows (which now hand out a daily average of some s27..")00 worth of easli and merchandise prizes) has died down, they have proved themselves to he more than a temporary trend. Rather, they are becoming an integral part of national and selective programing for both radio and the visual medium. These are com- parative network figures: Increase in Give-Away Sh ows 8 a.m. -4 p.m. 4 p.m. -6 p.m. 6 p.m. -12 m. 5x wk 1 wkly 5x wk 1 wkly 5x wk 1 wkly TOTAL March, 1949 12 2 1 3 0 17 35 March, 1948 9 2 1 3 0 12 27 The increase has been greatest during the nighttime hours, and i> keystoned by the phenomenal success of the ABC-Lou Cowan Stop The Music. Other shows followed, although some — like Mu- tual's Lucky Partners and Three For The Money — were failures, due mostly to lack of originality and basic entertainment in their formats. Two of the better-known give-away shows, Professor Quiz and Heart's Desire, disappeared from network radio during the past year. Quiz (now e.t.'d for General Foods in 25 markets) was changed because the sponsor, American Oil, wanted a music show. Desire got the axe when the advertiser, Philip Morris, decided to shift more money into nighttime programing, since they already had another daytime give-away (Queen For A Day). As a corollary to the 12-month increase in give-away shows. there has been a sharp upswing in the use of the telephone as an integral program device. A year ago, only one program ( Truth Or Consequences) was cashing in nationally on the increased ratings that come from a well-planned, well-promoted telephone give-away. Six nighttime and one daytime give-away shows today feature long- distance calls as a regular or periodic portion of their format. Adding a telephone jackpot to an existing give-away show does not, however, always insure success. Eversharp, bankrollers of Take It Or Leave It, added one to their standard $64-question format recently. It flopped, and was withdrawn after one night's broadcast. The Toni Co, a few months previous, had tried the same thing on Give And Take. It didn't click there, either. Both sponsors learned, after both studio audiences and listeners complained via the mails, that it was considered an intrusion into the entertainment factor of the program by those who had developed a listening habit for the show just as it was. The telephone give-away works well for shows like Stop The Music, Truth Or Consequences, and Sing It Again onlv because it fits smoothly into the existing format and is well promoted, or because the show i- huill around it horn the verj beginning. The audience participation program with an important give-away slant makes an ideal television program. \\ hen it's possible to see the contestants sweat and the prizes they lose, it's far more enter- taining than just hearing a broadcast give-away. While TV has held back on presenting many give-aways, they're bound to increase. SPONSOR 28 FEBRl IK) 1949 New and renew New National Selective Business SPONSOR PRODUCT AGENCY STATIONS CAMPAIGN, start, duration lienrus Watch Co Block Drug Co Chrysler Corp ■ .n.rmn. -J Watches Anim-I-I> I Eastern mkts test campaign) Time spots, breaks; Feb-Mar; IS wks E.t. spots, breaks; Feb 7; 13 wk- "Animal World Court" 5-min e.t.'s MTWTF as sched; Feb-Mar; in- def E.t. spots, breaks; Mar I; I «k~ E.t. spots, breaks; Mar 1-15; '-'-I E.t. spots, breaks; Mar 2; 3 wks E.t. spots, breaks; Feb-Mar; 13 wks E.t. spots, breaks; Feb 21; I «k> Various 15-min local prgms as sched; Feb-Mar; 13 wks E.t. spots, breaks; Feb-Mar; sea- sonal E.t. spots, breaks; Mar-Apr; 2 wks 'Deems Taylor Concert" e.t.'s; Jan 16-Mar 1; 13 wks E.t. spots; r>b-Mar; 2-13 wks E.t. spots, breaks; Feb 5; 6-8 »k- Stati at present, although more mail he added later. (Fifty-two weeks generally eek contract trith oi>tions for .: successivi 13-week reneivals. /' of ana 18-week period) s subject to cancellation at thi i ltd fl% New and Renewed Television (Network and Selective) SPONSOR AGENCY NET OR STATIONS PROGRAM, time, start, duration Atlantic Refining Co BB Pen Co Benrus Watch Co Boyle-Midway MM Inc (Wizard Wick deodorizer) Bristol-Myers Co (Ipana) Celanese Corp of America Celomate Corp (Vu-Scope TV Lens) Charles M. A. Eaton Co (Eaton Shoes i Electric Auto Lite Co Ford Motor Co (Lincoln-Mercury Div) General Foods Corp (Sanka) General Motors Corp (Oldsmobile Div) General Time Instruments Corp Gulf Oil Co Handmacher-Vogel, Inc (women's smi^i N. W. Ayer Foote, Cone & Belding J. D. Tarcher W. Earl Bothwell Doherty, Clifford & Shentield Hlmglon Tracy-Kent Ford, Nichols & Todd Newell-Emmett Kcnyon & Eckhardt Young & Kubicam D. P. Brother BBD&O Young & Rubicam /an Diamond WCAU-TV, Phila. WNRT, N.Y. WBKB, Chi. KFI, TV, L.A. WCBS-TV, N.Y. WENR-TV, Chi. WABD, N.Y. H MIT, N.Y. CBS-TV, net WXYZ-TV, Detr. CBS-TV net CBS-TV net WCAU-TV, Phila. CBS-TV net KTLA, L.A. WMAL-TV, Wash. WENR-TV, ( hi. KSTP-TV, Minn. KSD-TV, St. Louis WLWT, Cinci. WEWS, Cleve. KPIX, San Fran. KRSC-TV, Seattle WN AC-TV. Bost. W.I UK-TV, Detr. WBAL-TV, Balto. WTM.I-TV. Milw. WSPD-TV, Toledo WDSl 1 \ . New Orl. KLEE-TV, Houston WAVE-TV, L'ville W BAP-TV, Dallas WSB-TV, Atlanta WBEN-TV, Buff. WNBT, N.Y. K '• I. TV, S.L.C. WPIX, N.Y. Film annemts; Jan 28; 6 wks (n) Film spots; Feb 4; 52 wks (n) Film and slide time annemts; Feb 7; 52 wks (n) Partic in "Come Into The Kitchen" once wkly as sched; Jan 22; 1 3 wks (n) Lucky Pup; TuTh 6:30-6:45 pm; Mar 29; 13 wks (n) Film spots; Mar 17; 8 wks (n) Film spots; Feb 2; 13 wks (n) Film partic in "Easy Does It" Mon as sched, also Wed nite as sched; 13 wks (n) Suspense; Tu 9:30-10; Mar 1; 52 wks (n) Weather spots; Feb 2; 13 wks (n) Film spots; Feb 2; 52 wks (n) The Goldbergs; Mon 9-9:30 pin; Mar 28; 52 wks (n) Doug Edwards & the News; TuTh 6:30-6:45 pm; Feb 2 1; 52 wks (n) Film spots; Feb 5; 13 wks (n) We The People; Tu 9-9:30 pm; Feb 2; 52 wks (n) Film spots; Various starting dates betw Feb 28-Mai 21; 9 wks (n) Film weather annemts; Various starting dates betw Feb 28-Mai 21; 9 wks (n) \i». of the Hour; wks (n) 3 time: «..Un as sched; abt Mar I; 9 • In nvxt issuez New ami Renewed on Networks, Sponsor Personnel t 'hanges. National Broadcast Sates Executive t'hanqvs. New .Xavm-if Appointments New and Renewed Television (continued) SPONSOR AGENCY NET STATIONS Household Finance Corp LeBally CBS-TV net Lee Hat Co Grey WDSU-TV, New O (Disney Hats) l.ehn & Fink Products Corp Lennen & Mitchell WABD. N.Y. Philip Morris & Co Biow CBS-TV net Motorola, Inc Gourfain-Cobb NBC-TV net Nash-Kelvinator Corp Geyer, Newell & Ganger WBKB, Chi. (Kelvinator Div) National Biscuit Co Young & Ruhicam WCBS-TV, N.Y. reals & Dog Foods) & CBS-TV net Pioneer Scientific Corp Cayton CBS-TV net (Polaroid TV Filter) Srhonhrunn & Co Gumbinner WPIX, N.Y. (Savarin Coffee) Scott Paper Co J. Walter Thompson CBS-TV net Sinclair Refining Co Hixson-O'Donnell WMAL-TV, Wash. PROGRAM, time, start duration Textron, Inc Weiss & Besserman, Inc (Youngstown Kitchen units) Whitehall Pharmacal Co (Kolynos etc.) J. Walter Thompson Byrd, Richard & Pound NBC-TV net WPIX, N.Y. Dancer-Fitzgerald-Sample CBS-TV net Backstage With Barry; Tu 10-10:15 pm; Mar 1; 26 wks (n) Disney News; Sun 9-9:15 pm; Jan 21; 13 wks (n) Film spots; Feb 22; 26 wks (n) Preview With Tex & Jinx; Mon 8-8:30 pm; Mar 7; 52 wks (n) Believe It Or Not; Tu 9:30-10 pm; Mar 1; 52 wks (n) Film spots, before and after Chicago Cubs games as sched; April 19-Oct 2 (season); (n) Dog Show from Madison Square Garden; Feb 14 & 15 as sched (n) Pioneer Polaroid Magic Show; Wed 7:45-8 pm; Feb 16; 13 wks (n) Film partic in "Drawing Game"; Sun, betw 7:50-8:25 pm; Feb 13; 13 wks (n) To The Queen's Taste; Th 8:15-8:30 pm; Feb 10; 52 wks (n) Wrestling Matches; Wed 9-11 pm; Mar 23; 7 wks (n) Time anncmts; Feb 6; 52 wks (n) The Hartmans; Sun 7-7:30 pm; Feb 27; 52 wks (n) Film spots; Feb 25; 13 wks (n) Mary Kay & Johnny; Wed 9-9:30 pm; Feb 23; 52 wks (n) Advertising Agency Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION Frederic W. Ayer Sanford K. Bain Robert Barker David Biberman Irwin W. Busse O. Lee Clark Brice Disque Jr (luster H. DuClos Howard K. Raton Earl Kklund Hutchinson K. Fairman Fred H. Fidler Martin Fritz Roland Gillett Kdward Grcenbcrg Richard N. (iulick Jerome B. Harrison Herbert H. Hyman Harry M. Ireland Riley Jackson Walter Jensen Don C. Johnson Henry C. L. Johnson R. Joseph Kirklich Frank M. Knight Jr. Leona L. LaPelle George Lewis George R. Lyon Rod MacDonald George Patton Russell Pierce Milt Rosen Tom A. Ross Hilary A. Sadler Zonabelle Samson Hoy Shannon Bud Staplcton Bob Strublc Donald F. Therkelsen J. Van Velson Smith Deane Weinberg J. Kenneth White Ralph II. Whitmore Arthur F. Wihlc Robert Woolson I i eeman ^ oung Robert Zelens Flint, N. Y. Herald Tribune, N. Y., prom dept Barrett Equipment Co, St. L., adv mgr Spiegel Inc, Chi., sis prom mgr Compton, N. Y., mgr radio dept Vick Chemical Co (Vick Brands div), N. Y.. adv mgr Community Chest, L. A. BBD&O, N. Y. J. Walter Thompson, S. F., pac coast mgr J. Walter Thompson, Chi. CBS. N. Y.. TV producer, dir Gelles, N. Y. French & Preston, N. Y., vp, radio, TV dir International Latex Corp, N. Y. Compton, N. Y. WABD, N. Y\, Tv dir Packard & Packard, L. A., acct exec McCarty, L. A. Rheem Manufacturing Co, N. Y., adv, pub rel dir WFIL, Phila. MBS, N. Y., exploitation dir Botsford, Constantine & Gardner. S. F., media dir Makelim, H'wood. Pierce, Threlkeld. S. F. Lockwood-Shackclford, L. A., acct exec Swift & Co. Chi. Honig-Cooper, S. F. Roy Shannon, St. I.., head Wiley, Frazee ,\ Davenport, N. Y'., acct exec Federal, N. Y.. acct exec Allied, L. A., acct exec McCann-Frickson, N. Y., traffic mgr MacWilkins, Cole & Weber, Seattle, copywriter, newswriter Lever Bros Co, Cambridge Mass.. adv dept Reingold, Boston, radio, TV dir Kayton-Spierto, N. Y., acct exec Hewitt, Ogilvy, Benson & Mather, N. Y., media dir Douglas D. Simon, N. Y., head TV dept Charles W. Bolan, St. L., acct exec Harry J. Lazarus, Chi., acct exec Marschalk & Pratt, N. Y., in contact, writing capacity on Standard Oil Co., N. J., Philharmonic broadcasts Wiley, Frazee & Davenport, N. Y., vp Simmonds & Simmonds, Chi., acct exec Frank Wright National, L. A., acct exec Hewitt, Ogilvy, Benson & Mather, N. Y., exec on Sun Oil Co acct Same, vp Buchen, Chi., media dir Young & Rubicam, N. Y., TV superv Van Diver & Carlyle, N. Y., acct exec A. W. Lewin, Neward N. J., vp, acct exec Charles Dallas Reach, N. Y\, radio, TV superv Hershon-Garfield, N. Y., acct exec Doherty, Clifford & Shenfield, N. Y., acct exec Mogge-Privett, L. A., radio, TV dir Barton A. Stebhins, L. A., acct exec BBD&O, L. A., acct exec Benton & Bowles, N. Y., acct exec Broomfield-Podmore, Trenton N. J., acct exec Gresh & Kremer, Phila.. radio, TV dir Y'ardis, Phila., acct exec F. Darius Itcnliam, N. Y"., radio dir Fuller .V Smith & Ross, N. Y., mgr media dept Robert B. Young, S. F., acct exec Roche-F]ckhoff, H'wood., acct exec Abbott Kimball, L. A., vp, acct exec Dean Simmons, L. A., acct exec Irwin-McHugh, H'wood., acct exec Bonsib, Fort Wayne, Ind., acct exec Biow, S. P., timebuyer Simmonds & Simmonds, St. L., acct exec Barlow, Syracuse, N. Y\, superv prodn radio, TV adv Jordan, L. A., radio dir rCrwin, Wasey, Mnpls., radio dir William von Zehle, N. Y\, acct exec Hrisacher, Wheeler, S. F. Biow, N. Y'., acct exec Smith, Hull & McCreery, Same, acct exec Same, radio dii Kenyon .V Eckhardt, N. Y'., acct exec John W. Shaw. (hi., head TV dept timebuyer L. A., acct exec Station Representation Changes STATION KI.IlM I \ . Stockton Calif, is. I l l . Houston KOPP, Ogd< n l . K 9JO, S;ill lose ( alif. KSJO-FM, S:m Jose (alif. ill P, San Jose < osta R i< .< »l!\l, ( olumbus (t. (TV) u ii \l. Greenfield Mass. u HOO, Orlando Ma. wil.M. Wilmington Del. H i \ i, Pittsbg. W i \ \ I V. Jacksonville i la \\ l/M. ( larksville Tenn. WONE, Dayton <•. w (lit/. Orlando l la WOW-TV, Omaha V, MM',. North Adams Mass. WTIK, Durham ^ ' AFFILIATION NEW NATIONAL REPRESENTATIVE Independent Independent Independenl Independent Independent MIIS. Yankee \n< Mt( CBS MltS Independent NIK Independent i obacco I .i-i only Fast only I S., Canada only Blair TV Walker Friedenbcrg Friedenbui it Fricdcnhuig Pan American Blair T\ Walker Ra-Tcl Boiling George P. Hollingberry lllair I \ Rural Radio Hi idley-IJeed Robert S. Kellei Foi «pec sve lllair TV W. S. (.rant Forjoe IOWA HOMES HAVE RADIOS EVERYWHERE! i2Q. rf $ 8.1% -HAV-E- RADIO in BeDRpoM JxXSg*) ) OE, W-DRPOMS 70.2%-hav+- -A l^ADlO IN LIVING ROOM ^ ST 3.7% inBAT4v direct solici- tation or advertising. Task force of 29 insurance under- writers sold $285,608.00 insurance in one night after 10 p.m. in upper New York state town. Result: a number of insurance companies will use broadcasl advertising on all-night programs to reach the man and woman who aren't available during sunlight hours. First post-war train to Spain Washington is annoyed that the fust really new train to be produced in years is going to Spain instead of to a I . S. Railroad. Fact that C. & 0. has a train in the blue- print stage which is inspired by the Spanish "Taigo is no satisfaction to the Interstate Commerce Commission, which lias long lamented the lack of progress of U. S. roads. American Association of Railroads is expected to "explain" lack of new rolling stock, as well as recent lay- o|T> of personnel on several of their ABC network broad- casts Census policy needed Need for established census policy, instead of one based upon what can be begged from appropriation committees from year to year, becomes more and more apparent. Fad thai Representative James I. Dolliver has had to propose special legislation in order to make certain that radio and TV census will be made at time regular popu- lation census is taken (ever) ten vears) is indication of need for established census policy. There was a time when business could expect a bi-annual census of manufacture and a business indexing every ten years. Now nothing is certain except a nose-counting. "Reorganization" frightens business If President Truman receives the power to reorganize the government, which ex-president Hoover has suggested for him, it's expected thai Icdci.d Communications Commis- sion «ill receive a going-over along with the Federal Trade Commission, as well as other bureaus which have a greal deal to do with the business. Man) branches ol the Federal Governmenl require reorganization, but il frightens business to think oi a wholesale upheaval. will also have governmenta reputation as a fact-finder is unequalled, am needs fact-finders in Europe. responsibilities. Stanton's the U. S. Beer restraint? federal Trade Commission's continuing investigation of restraint of trade in the malt beverage field has broken out with a price-fixing complaint filed against three brewers institutes located on the Coast and one in Idaho. Institutes are accused of fixiim prices, establishing uniform discounts, standardizing packages, and cooperating to prevent price- cutting. Institutes are expected to start public relations campaign to disprove allegations \ ia black-and-white and broadcast advertising. FTC is making test case of these lour trade associations. One-cent Baby Ruth back Curtis Candy, one of the most aggressive advertisers among manufacturers of sweets, is bringing back its one- cent version of Bab) Ruth. While Curtis is doing no broad- cast advertising currentlv. it is considering television since vision is part of the Curtis sale. Washington feels the move will spur other manufacturers to bring back low- cost items. Farm -foreclosures low Farm foreclosures hit a all-time low last year, and thus far in 1919 the farm failures continue to be less than the last 12 months. This despite the sharp drop in farm prices reported during past 60 days. Grain prices being lower. live -lock raisers are able to purchase lower-cost feed and breeders thus haven't felt the pinch yet. It's the fanner co-ops, granges, and other farm organizations caught with huge grain reserves that are suffering. Prices won't drop below government support floor, but that doesn t help the marketers. Agriculture dep't cuts Streamlined Department of Agriculture, advocated bv the Hoover Committee, is giving farm circles the heebeej eebies. Claim is that it will save U.S. 180,000,000 a year, but what farmers are worried about is how much it will cost them. Committee claims farmers will receive better -civic from reorganized department. Bible bell is holding its breath and wondering what has happened to its friend. Hoover. Tax increases no longer certain Increases in taxes which seemed assured less than two months ago, are now a greal big question mark. Cost-of- living index has dipped so sharpl) in the past lew weeks that the deflationar) effect of more taxes has President Truman's advisors a little shaky. The) still want highei corporation and other taxes but not at the expense of a sharp adjustment in the national business index. Life's spotlighl on the status of business in the last few issues and other not-as-mass publications' editorializing on un- employment isn't setting loo well on the hill. Broadcasting is being asked unofficall) to offset an) scare psychology which ma) develop as the result of these articles. This is one of the few limes thai broadcasting, dur- ing peace, has been used to counter negative public thinking. i? SPONSOR Daniel Webster Said It: THE FARMERS ARE THE FOUNDATION OF CIVILIZATION AND PROSPERITY There Are 446,639 Farm Homes in the WWVA Coverage Area With Eastern Ohio, Western Pennsylvania, Virginia and West Virginia as the hub, and spreading into Kentucky, Maine, Maryland, New York, North Carolina, Tennessee and Vermont, the prosperous WWVA farm audience area encompasses 229 counties. Here are 1,919,351 people living and working on farms, producing nearly a Billion Dollars worth of farm products annually. WWVA's locally produced programs, plus solid Columbia Network features, attract and hold this great farm audience. Mail surveys prove they buy WWVA-advertised products. Ask an Edward Petry man today. Write For Your Free Copy: WWVA FARM AUDIENCE REPORT WW® 50,000 WATTS--CBS--WHEELING, W. VA. NATIONALLY REPRESENTED BY EDWARD PETRY & CO. National Sales Headquarters, 527 Lexington Ave., New York City 28 FEBRUARY 1949 13 for profitable selling - I NVESTIGATE vjirt> \N \\.rA \MGt Represented by ROBERT MEEKER ASSOCIATES New York • Chicago San Francisco • Los Angeles Clair R. McCollough Managing Director STEINMAN STATIONS Mr. Sponst»r I Joli Woodruff Chairman of the Executive Committee Coca-Cola Corporation, Atlanta, Ga. An industrialist who should be as widely known as Henry Kaiser or IBM's Thomas Watson, Coca-Cola's Robert Winship Woodruff deliberately seeks power without glory. He has cloaked himself in a self-imposed anonymity so complete that the average person in Atlanta, the company's home town, thinks Coke is still headed In the Candlers, who haven't run it since 1922. Enigmatic, publicity shy Bob Woodruff titularly is chairman of the executive committer: actually, he's boss of the whole show. At 59, Woodruff doesn't look like a man who has spent 26 years carrying the entire load of the multi-million-dollar corporation which is the undisputed leader in the soft-drink field. The dis- content and constant worrying that underlie his inexhaustible energ) haven't grayed his black hair or slowed down his "commuting" between Atlanta. Wilmington. New York, his 47,000-acre estate in southern Georgia, and his ranch near Cody, Wyoming. Woodruff is Coca-Cola; his rule over the company is absolute. And nowhere is that reflected more than in the firms radio adver- tising— with often unfortunate consequences. Woodruff's intense loyalties have resulted in a series of radio programs over the years which have consistently missed the vital (for any cola drink) con- -iiiiiri »roup 1 1 it ■ \ should have reached the \outli market Wood- ruff, as supreme high command in selection of programs las in all other Coke operation), has been influenced, it's been claimed. b\ personal relationships to the point where Coca-Cola's air time is virtually a clearing house for Music Corporation of America talent, with more apparent interest on MCA's part in the value to its artists of Coke sponsorship than in the ability of the shows to d«> the proper sales job for Coke. The company's ad budget for 19141 wa> si !!.()()().()()(). of which about $4,000,000 went into radio. Coke's three current shows | M ■ > 1 1 < >i ] Downev. The I'uusr That Ri'jreshes. and Spike Jones) represent a similar outlay this year — and still fail to reach the teen- agers who account for maximum per capita cola consumption. And Woodruffs curious spending to little avail — of almost four times as much for radio as any other drink firm i> topped off by the institutional tone of advertising that makes no specific (hums for the product, other than thai il offers "the pause that refreshes." SPONSOR Some Sponsor Will Have This Gentleman's Attention Soon. He's Headed for Home and His Radio. Radio's Hot, When It's Cold! The temperature stays below zero. The snow comes down by the foot. That's winter in North Dakota. If you were there, the chances are you'd be staying home with the radio just like most everyone else. But, what does this have to do with time buying in New York or selling cereal in Minneapolis? The answer is an easy one. With North Dakotans sticking close to home, now is the time to tell your story and establish your brand. In many cases radio is the only medium that consistently reaches your potential customer in North Da- kota while shopping lists are piling up and new buying ideas are being formed. The latest surveys show that Co- lumbia's affiliate, KSJH, will carry your message to North Dakota most effectively. From 6:00 a.m. until mid- night. KSJH supplements Columbia's rich schedule with audience building local programs. What's more, KSJB's management is always on the alert to keep their local programming in time with lis- tener's likes. Proof of this can be seen in the most recent surveys made in seven of North Dakota's richest central counties. Morning, noon and night, KSJB ranks first. Local, sponsor and station, promo- tion is another important factor in KSJB's success. Schedules are placed in hometown papers in KSJB's pri- mary listening area. These advertise- ments stress, not only station call let- ters, but actual programs. If your product is sold in The Da- kotas you will want to get on this mid-winter bandwagon. Your George Hollingbery representative has avail- abilities on KSJB. He will be glad to show you the latest area survey, too. KSJB's ■LATEST RATIXGS- Morning Afternoon Evening KSJ8 54.4 Station A 18.0 Station B 19.3 All Others 8.3 Survey taken 46.5 21.4 25.5 6.6 49.6 23.5 17.7 9.2 in Stutsman, Barnes, Griggs, Foster, Kidder, Logan and LaMour counties, North Dakota. KSJB, 5000 Watts at 600 KC, the CBS Sta- tion covering the top of the Nation. Studios in Fargo and Jamestown, North Dakota. 28 FEBRUARY 1949 15 Buying television time involves dozens of time- Providing vou with each of these 36 item! consuming details. To make the time l>u\er"s basic service of the best- informed televl task a less harried one. NBC Spol Sales has representative in the industry, your NBC Si assembled a wealth of data. The information salesman. listed at the right mi all NBC Spot represented Hacked b\ the experience and know-how ol stations is yours for a phone call. nation's firsl television network, utilizing! representing television stations: WNBT New York • WNBQ Chicogo ■ KNBH-Hol; Television Buyer's Check List ion buying easier ^erior facilities of NBC Programming and bduction, Research and Engineering — NBC ;PT SALES is your best source for all spot ivision information. nation's major television stations in the 'ion's major markets are represented by MARKET INFORMATION } telex ision set circulation □ population in eo\erage area ] radio families in television area 0 retail sales 1 I food and drug sales O general merchandise sales □ effective buying income □ counties within coverage area ] estimated total television audience □ forecast of set installation STATION INFORMATION 0 program schedules □ availability lists Q rates Q ratings □ audience characteristics □ coverage maps ] competition's program schedules 1 I competition's rates ] studio equipment available (live and film studio equipment, cameras, etc.) PROGRAM INFORMATION ] description of program format ] photographs of talent and set ] biographies of talent ] adjacencies □ competition ] type of audience ] ratings and surveys ] audience response stories | | success stories ] promotion and merchandising ] rates and contract terms GENERAL TELEVISION INFORMATION fj audience surveys ] all I . S. telex isinn stations Q advertisers using television □ agencies handling television ] technical data □ film SPOT SALES V YORK • CHICAGO • CLEVELAND • HOLLYWOOD • SAN FRANCISCO • WASHINGTON • DENVER ^-Philadelphia • WBZTV-Boston • WNBK-Cleveland • WNBW- Washington • WRGB- Schenectady • WTVR Richmond '/ BOARD OF DIRECTORS AND KEY EXECUTIVES OF BROADCAST MEASUREMENT BUREAU AT LAST PHOTOGRAPHED MEETING The 11.11 II dilemma ....... ie III 21 II V iMO.Hh.lsK'i. ;ie| i \b ( ann-Ki ickson), a 2~ BMB translates into less than a .V . -Ii.ik of-audience. Agenc) executives and sponsors re- quire figures on station coverage which are comparable. In lou tele- phone cit) ana- ( ',. I . I looper is de- livering listening figures which are comparable, since the Hooper base is consistent, is identical in every area total telephone homes. U. S. Hoop- erating figures admittcdl) can't be used for station coverage purposes, except in a few populous areas where the Hooper diary sample is so suffi- cient that, combined with the coinci- dental telephone sample, it presents a true picture of who listens to what. Hooper makes station coverage re- ports, but the rub here is that he makes them in the counties requested 1>\ the station, and reports only total figures, not county-by-count) figures. The re- sults naturallv obscure the true cover- age of Competing stations, and make it difficult for a timebuyer trul) to evalu- ate station coverage in an\ one ter- ritory. Hooper's invasion into the coverage field i> of ;i protective nature. Every- one was gelling into the act. and since Hooper was making area studies based upon mail ballots as well as diaries, he -piead into coverage. He tried to sell the idea of his making studies for BMB, but failed, lie al-o at one time offered the C. E. Hooper organization to BMB — at a "fair" profit for Hooper stockholders, of course. The Broadcast Measurement Bureau has cost the radio industry (and that indirect!) means advertisers, since they indirectlv pa\ for everything that is done in broadcasting) well over a mil- lion dollars for the first report. The second report and the continuing cost of keeping BMB as a going operation between reports are running into an- other million. Station management has questioned the high salaries of several BMB execu- tives, and John Churchill I at *2.~>.0(>0 a year I and Phil Frank (at $12,5001 agreed to exit, with their replacements costing the Induslrv thus far zero, ken Baker, of the NAB, succeeded Churchill, with nothing added to his NAB salary, and Phil Frank's assist- ant took over the research organiza- tion's trade relations chores. There has been considerable sound and furv about the remaining high- salaried executive of BMB Hugh beltis. president. Fcltis, with the help of Harold Ryan, chairman of the board of BMB. is responsible for sell- 20 SPONSOR inj; tlic idea of BMB to the industrv. He has taken, both publicly and pri- vately, intensive abuses. Many indus- trv figures \slio wanted to venl their feelings against BMB. but who didn't want to appear to be anti an industry- wide research organization, have con- centrated their attacks on Feltis. Feltis has, as far as possible, car- ried out the dictates of the tripartite board of directors of BMB. Agencies, advertisers, and station executives, as well as a research advisory board, have actually determined research polic\ for the BMB. Feltis has never claimed that he is a research man: actually, he's a top-flight sales executive and a -nappy sparkplug. His hands have been tied researchwise, and he wouldn t want it otherwise but he's being blamed for all BMB errors, a majority n! which are not his. There is little question that the formula of bavin" an organization run l>\ the three different segments of broadcast advertising hasn't worked. It didn't work with the Cooperative Vnalysis of Broadcasting (CAB), which produced the now -discredited ( 'i osslev Ratings for netwoi k pro- grams. It didn't work with the CAB despite the fact that all segments "I the field paid part ol the costs. It isn i um king w iili l!\l ji w ith onl) the broadcasters paving the bills. (Mone) was loaned by AAAA and \\ \ to start BMB, but this has been repaid.) There is extensive feeling in broad- cast circles that while stations and net- works ought to pay the lion's share of BMB coverage-reporting services, the advertiser and the agency should |iav at least a token fee for all the figures which BMB makes available to them. Use of BMB figures is almost entirely by buyers of broadcast ad- ( Please turn to page 58) in a in I'-Sli This test survey was made I in Rochester, N.Y., several days Oct. -Nov. 1948 DAY Station Total weekly audience Composition of weekly audience Hooper Share" DAY Station Total weekly audience Composition 6-7* of weekly 3-5* audience 1-2* Hooper 4-7* 3-5* 1-2* Share** WARC 60 20 21 19 11.1 WCAU 28 7 10 II 2.6 WHAM 87 50 26 11 25.7 WGAL 95 73 14 7 66.5 WHEC, WHEF 89 53 26 10 36.8 WLAN 78 47 23 8 20.6 WRNY, WOR 46 17 12 17 2.6 WRNY-FM 46 13 8 25 8.3 WCBS 8 2 3 2 .6 WSAY 52 20 15 17 7.8 WJZ 37 1 1 13 13 WVET 61 17 22 22 9.0 WNBC 13 4 5 4 Others 1.3 WORK 10 5 2 3 NIGHT Station Total weekly audience Composition of weekly audience Hooper Share** NIGHT Station Total weekly audience Composition 6-7* of weekly 3-5* audience 1-2* Hooper 6-7* 3-5* 1-2* Share** WARC 65 19 25 21 14.2 WCAU 30 4 II 15 2.9 WHAM WHEC, WHEF WSAY WVET 96 94 49 62 54 50 16 17 29 29 12 21 13 15 21 24 34.6 35.7 6.5 7.4 WGAL WLAN WOR WCBS WJZ 93 79 52 II 44 70 40 18 3 II 16 23 18 1 16 7 16 16 7 17 64.2 19.0 5.6 2.9 Others 1.6 WNBC 16 6 5 5 in ii live -station town This test survey was made in Nashville, Tenn., several days during Oct.-Nov. 1948 in a two-station town where local outlets dominate This test survey was made in Lancaster, Pa., several days during Oct.-Nov. 1948 in a four-station town This test survey was made in Worcester, Mass., several days during Oct.-Nov. 1948 DAY Station Total weekly audience Composition of weekly audience 6-7* 3-5* 1-2* Hooper Share** DAY Station Total weekly audience Composition of weekly audience 6-7* 3-5* 1-2* Hooper Share** WKDA WLAC WMAK WSIX, WSIX-FM WSM Others 79 79 61 79 87 42 42 25 41 48 18 20 17 18 19 19 17 19 20 20 21.3 21.2 11.1 19.5 26.6 0.3 WAAB WBZ WNEB WORC WTAG, WTAG-FM Others 68 57 83 81 91 34 23 59 33 64 15 13 18 25 18 19 21 6 23 9.7 5.4 27.4 13.3 41.5 2.7 NIGHT Station WKDA WLAC WMAK WSIX, WSIX-FM WSM Others Total weekly ' Composition of weekly audience audience i.7« 3-5* 75 87 59 85 96 36 41 25 32 50 19 24 14 30 25 20 22 20 23 21 Hooper Share** NIGHT Station Total weekly audience Composition of weekly audience 12.8 23.6 7.5 20.0 25.5 0.6 WAAB WBZ WNEB WORC WTAG, WTAG-FM Others 71 73 74 86 94 3-5* 1-2* Hooper Share" 30 22 46 30 63 17 21 15 35 20 24 30 13 21 11 11.0 10.4 14.1 17.6 44.7 2.2 28 FEBRUARY 1949 21 How lor some, nolahly WI.W. Eiiorrliaiitl\ -to-do-husi- ness layouts. WLW has no connection with any store fixture organization, but it has helped the great area it serves retail at a lower coM-per-sale than most of the rest of the U.S.A. WLW has inspired two rather unique organizations - the People's Advisory Council, a group of 3,000 stratified homes in its ana. which re- ports on consumer buying habits, and (Please turn to page 36 ' i w«y* to save money ways to earn more money By special services WSAI creates tho feeling with grocers that it wants to sell for them mail for further information or call main 1068 TV in the daytime \oImmIv knows tho formula. no i rial-and-error jioo mcrrilv on Kindergarten sessions on WABD, N. Y., help mo'i AFTER-SCHOOL SESSIONS GET GOOD VIEWING BY PARENTS AND CHILDREN. THIS ONE IS AIRED IN LOUISVILLE AT 3-3:30 P.M. H J | I | J ,J Programs like I lies*' currently constitute TV in ihr daytime sduct testing is very good TV shopping The weather and time are two visual favorites Sight added to sound make better sidewalk interviews ,,, , Daytime TV is advertis- ing'* last major frontier, and its advertisers are as much pioneers as Daniel Boone. TV during the daytime hours (7:00 a.m. to 6:00 p.m.) is still on a semi-experi- mental basis at best, ami is more realistically in the test-tube stage. However, daytime TV has been a hot topic in agency, advertiser, and net- work TV conversation recently. It also heads the list of problems of man) TV station managers and station reps. One reason for the vast amount of crystal-gazing currently going on in daytime TV is the ubiquitous famine of daytime TV research. No re- searcher, agency, station, or network has as yet brought forth a definitive study of the qualitative and quantita- tive factors of the daytime TV audi- ence or of the selling factors involved. Still, there is a general optimism about the future of daytime TV that was never true of the early days of daytime radio. Advertisers are being pressured by their' agencies, their sales departments, and even by their boards of directors (few major business ex- ecutives today in TV areas are with- out TV sets in their homes) to get into daytime TV. Stations are being needled by advertisers and by TV set retailers in their areas: networks are being heckled b) stations and major national advertisers to feed daytime network TV service; and agencies find internal pressure to initiate daytime TV operations coming from both with- in and without the firm. The 1949 TV plans of several major advertisers, as well as their actual 1948 expenditures in TV, serve as straws in the wind to show how day- time TV is affecting a considerable amount of thinking with regard to the \ isual medium. Procter & Gamble, the country's largest spender in broadcast advertis- ing, has already formed an amoeba- like subsidiary within its corporate structure — Procter & Gamble Produc- tions, Inc. — to "take over radio, tele- vision, and motion picture activities which were previously handled for the company by employees in its advertis- ing department". This million-dollar producing subdivision, which will work with P&G's long string of agen- cies and shows, is phase one of a long- range P&G plan for extended night- time and daytime TV operations. It is nothing new. P&G has been work- ing quietly since 1943 with an eye to daytime TV. Minute-movies for "Duz" (now being shown on theater screens in suburban communities) were filmed under the direct supervision of em- ployees now part of P&G Productions. An experimental four-reel film for "Dreft" was made, based on a plot typical of P&G soap operas, to deter- mine whether the daytime formula of the long-suffering serial heroine can be adapted to a visual medium. P&G's official smokescreen states that "no definite program" has been planned for P&G daytime TV activities as yet, but sources close to the Cincinnati soap-making firm say that such plan- ning is on an elaborate scale that will eventually approach or surpass their activities in daytime radio when cost- per-thousand figures in daytime TV reach the level P&G feels it needs. Another major advertiser, Sterling Drug. Inc.. which ranks with the top spenders in AM radio (nearly a do/en network nighttime and daytime show-, plus large selective campaigns) is ac- tively in daytime TV with a DuMonl show called Okay Mother. Sterling. like P&G, has big plans for further daytime TV. The contract with Du- Mont for the show calls for no less than ten years of Dennis James' ser- vices as master of ceremonies on the across-the-board (Mon-Fri, 1-1:30 p.m. I audience participation show. Sterling is taking no chances on missing a good bet in daytime T\ . Please turn to page 42) chen sessions show how the food is used Beauty culture instruction is better when you see it News tape makes daytime identification better Metal Roofing SPONSOR: Reynolds Metals Co. AGENCY: Buchanan CAPSULE CASE HISTORY: Reynolds had been on Frank Cooley's "Farm News Program," but was forced to cancel because the results were too good. Company had gotten three months behind in orders. Cooley show was productive for all Reynolds building products, but the advertising pressure had been greatest for metal roofing. Six announcements on this program drew 3,000 reguests for a book of cooking recipes which was issued by the National Live Stock and Meat Board of Chicago, another example of effectiveness of farm programs. WHAS, Louisville PROGRAM: "Farm News Program" FIRM «u* \#x^ W Farm progvaats are ai'eat dirert mail sale producers with checkable results like these Oil & Gasoline SPONSOR: Standard Oil of Cal. AGENCY: BBD&O CAPSULE CASE HISTORY: Standard Oil Company of California was desirous of pushing its "Chevron" farm and specialty lubricating products (as well as its other lines of lubricants) through distribution of a booklet entitled "Standard Farm Guide." Company went on KFI with Nelson Mclninch program, "Standard Farm Highlights." In one month 8,000 direct inguiries had been received by the station. That was only one part of the response, however. Half that number (4,000) went additionally direct to Standard Oil itself. KFI, Los Angeles PROGRAM: "Standard Farm Highlights" Poultry Equipment SPONSOR: Bussey Products Co. Agency: Salem N. Baskin CAPSULE CASE HISTORY: Bussey Products Company, of Chicago, manufacturers of poultry eguipment, wanted to advertise the distribution, on reguest, of a poultry eguipment catalogue. Company went on WJZ's (New York) participating "Farm News Program" at 6-6:30 in the morning, during the Spring months of last year. Response was extremely gratifying to the Bussey Com- pany, with six one-minute announcements bringing in a total of 3,634 request from 26 states. This program has resulted in similar success stories for other participants. WJZ. New York PROGRAM: "WJZ Farm News Program" Water Systems SPONSOR: F. E. Meyers & Bro. Co. AGENCY: Placed direct CAPSULE CASE HISTORY: Objective sought by Meyers, makers of pumps and water systems, was the distribution of a book of pump information and a booklet on farm hints, available to interested parties on request. Com- pany purchased time on eight radio stations, including WLS, and stated it would be happy if 5,000 reguests were received via all eight. Firm's surprise can be imagined when WLS alone turned over 7,707 requests for the two booklets. Requests came in as the result of 26 programs running through the Autumn months. WLS, Chicago PROGRAM: Farm program Arc Welders SPONSOR: Miller Electric Co. AGENCY: Placed direct CAPSULE CASE HISTORY: Miller planned demonstration clinics at which firm's new arc welders would be shown and sold. One-minute announcements, supplemented by newspaper advertising, were used. Results were over- whelming, with clinics so well attended that welder sales went above company's wildest expectations. Welders cost $185.25 each, and 350 of them were sold in Illinois within three months. Campaign put the company behind in production to such an extent that Miller withdrew its advertising until it could catch up. WLS, Chicago PROGRAM: One-minute announcements Machinery SPONSOR: Sears-Roebuck AGENCY: Placed direct CAPSULE CASE HISTORY: S-R store in Yankton, S. D., bought three one-minute announcements to advertise 20 pieces of farm machinery which the store wanted to unload before inventory the following day. Within a half-hour after the first announcement all 20 pieces were sold, at $239.95 each. Advertising cost to sell $4,799 worth of machinery was only $21; cost-per-each unit was $1.05. Store manager reported that he could have sold more equipment if he had had it, with several dozen people turned away. WNAX, Yankton, S. D. PROGRAM: One-minute announcement Equipment SPONSOR: Gurney Seed & Nursery AGENCY: Placed direct CAPSULE CASE HISTORY: This Yankton, S. D., firm sponsors a 15-minute program on WNAX four mornings a week (early a.m. on Tuesday, Wednesday, and Thurs- day; before noon on Saturday). Show features old-time music, with commercials worked in ad lib. On four broad- casts seed fanning mills, selling for $75 each, were men- tioned. Gurney received more than 200 orders, amount- ing to over $15,000- -on $158.15 worth of advertising. Cost-per-order: 80 cents. Every penny spent in adver- tising resulted in a dollar in sales. WNAX, Yankton, S. D. PROGRAM: "Happy Jack" ^ij^vf To 6T0P 1V\£ MUSIC " ^ouw Mft swwh q«ct varow JEWELERS LIKE FINLAY-STRAUS DEVOTE ENTIRE WINDOW DISPLAYS TO SPEIDEL WATCHBANDS AND "STOP 1 MUSIC Radio sells a watch band . on Spi'itlvl brings vusii»ni4>rs into jewelry stores t» purvhasv a hut -priiv gift itvm ^■Mfe^* People take ordinar) items W^E "I pei sonal hai dware \< \\ ^^r\ casually; they don't ask for them by brand name; they neither know nor care whether there is a brand name. That was the problem the Speidel Corporation set out to solve last year. It was a tough one. because Speidel's principle product is watch bracelets. And to most people a watch band isn't thought of as an ornament, as "jew- elry *. It isn't glamorous — it's in the "useful"' category; in other words — like hardware. Dynamic Paul Levinger, the com- pany's general manager, was deter- mined to change that. His goal was to have people walking into jewelry stores and asking for Speidel watch bands. Surveys by jeweler associations and retailers had already shown that most people don't go into a jewelry- store to buy low or medium-priced items — and the bracelet models the company pushes, from $8.95 to $13.50. fall into that class. First of all. Speidel officials decided, if they wanted to make their specialty an "asked for"' item, they would have to establish the Speidel name. To do this they decided to take their bands out of the "hardware'' class by glamor- izing them, building them up as ideal gifts. An initial step in this direction was taken in 1946 when the company ear- marked some $150,000 for ad-manager Harold A. Rosenquist to spend for the firm's first national advertising, lull pages appeared in Life and Ladies' Home Journal. In 1947 the appropria- tion was doubled and again full pages, some in four colors, helped build Spei- del prestige with retailers and jobbers. Put customers still didn't walk into jewelry shops and ask for "that Speidel watch band I saw advertised . . ."" It was clear that an additional adver- tising approach would be necessary in order to make people think of Speidel watch bands as gifts — and go to jew- elry stores and ask for them by name. About $600,000 was set aside for the job in 1948. Levinger and Rosenquist figured if they could increase the traffic in jew- elry stores by making people go there to ask for their watch bands, jewelers would naturally tend to push the entire Speidel line. They also felt that job- bers, to whom the company sells ex- clusively, would also do their best for the line. At this point, agencyman David G. Lyon, Jr., of Cecil & Prcsbrev. \c\\ York, stepped off the train in Provi- dence, R.I., costume jewelry capital of the world, to talk business with Spei- del officials. Nothing came of this ini- tial contact. i Please tarn to page 59) 28 FEBRUARY 1949 27 PART ELEVEN OF A SERIES I In* si.-iiioii i-4"ap> ih<» harvest, bin ^i ■ ;ill> expects I he
  • k ksiIcsiiisiii lo inak "Less than 25 c'c of the na- tion's stations do anything about selling programs." Al- though this is as much the lament of tin- Federal Communications Commis- sion as it is of all program producers, it is a major gripe of the men who record and sell the transcribed broad- cast entertainment of the U.S.A. 'Most of the transcriptions that we have on the air have been sold by our sales stalf direct to the sponsor." ex- plains the sales v. p. of one of the biggest recorded program organiza- tions located in the Fast. "When we go into a town we play our top e.t.'s for station executives, and when they like them they generally tell us their available time and 'suggest' we go and -ign up a sponsor. Sometimes they'll help by giving us a list of prospects, but just as often they'll till us that we re on our own. It's true that some ol our top programs do cost adver- tisers more than time, but in most eases the stations collect the largest (hunk of the time-and-talent hill. Sta- tion executives talk as though they realize that programs make or break :i broadcaster, but the\ il<> \er\ little to convince the astute observer that they reall) mean what they're saying. \n analysis of the salaries paid pro- gram managers of all the station-- in the country will indicate they are the lowest-paid of all station polic) men. I he .i\ ei age station salesman makes twice what program managers collect. "\\ here there i- a station with an aggressive progiam polic\ it'- safe to bet thai the station manager himself runs the programing of the outlet. Re- cently a 50,000 m .ill station in the Middle West refused i" pa) $25 foi a sustaining program, with the com rnent. 'Hell, we'll take the network sus- tainer for free'. This despite the fact that the program in question had won awards and had a good opportunity of being sold after it had been on the air for a few weeks. "Transcribing has made programs of better than network quality avail- able to sponsors all over the nation. They have succeeded in most cases in spite of the stations over which the) were heard." Although transcriptions for years have been indistinguishable from live or network programs, they have had to carry the FCC tag of being aired \ ia transcription. Of recent days the quality has been so good that even the transcription announcement hasn't hurt the ratings received by the pro- grams, and they've topped many top- ranking live programs. Nevertheless, transcription producers lament the fact that they have had to live down the onus oi selling ■"canned entertain- ment. "Many of our sales," states a sales agent for e.t.'s. who headquarters in Chicago, "have been made without telling the sponsor the program he was auditioning was to be broadcast from records. Only after he was sold on the program have we frequenth told an advertiser the program would come to his station on platters. We did this only because we had learned to our bitter dissatisfaction thai in main cases once we told a local advertiser that we wanted to >ell him a recorded program he wouldn't listen. It isn'1 SO hard today because the networks are accepting transcribed programs for coast-lo-coast airing, and adver- tisers have been educated to the fact it"s bettei when its transcribed." "\ transcription producer's job is never done." states one distributor of disks. "After we've sold a program we have the job of convincing the sponsor and the station that it has to be promoted. No matter how fine a transcribed show is. it's a dead duck if the station schedules it on the air and then lets it develop by itself its own habit of listening. Many of our sales are made to advertisers who are not radio-minded. They are trained to buying advertising and then ex- pecting the advertising to produce re- sults. Broadcasting has to be nursed to produce its maximum results. The best programs are seldom self-starters. When they're promoted, on and off the air. they outsell any other adver- tising medium. They usually pro- duce, regardless of promotion, but broadcasting generally is not a fast starter. Only announcements, which ride on the coattails of successful net- work or local programs, produce over- night, and then only via saturation broadcasting. Some stations do a great promotional job. some are thumb twiddlers. Sponsors for the most part can't be expected to promote a broad- cast program. That's not their job. However, we've learned by experience that we have to goose sponsors to force stations to do an active promo- tional job on a transcribed program. For some reason stations regard a transcription in the same light as a network prograrrr. arrd they have a "let George do it' attitude on promoting them. If we don't furnish arrd inspire the promotion of our transcribed pro- grams, they're not promoted. Of course, there are exceptions, but you can't run a business on exceptions." "One of our problems with bigger agcin ies." laments the pi esidenl of a successful e.t. producing organization, "is that they don't like the fad that 28 SPONSOR Il4» K»l<» they can't meddle with a transcribed program, they can't claim credit for having supervised its production and having made it a better vehicle. Some of the biggest agencies have never created a program themselves, but they have managed to keep that fact from their clients or have sold clients on the fact that 'what we've done on the program is what has made it the success that it is.' When an agency buys a transcribed program for a number of stations it has to take it as it is and just can't get into the pro- ducing act. That's why some agencies have never bought a single open-end transcription, and why they insist on recording their own programs when a recorded program (because of spot- ty distribution or other factors) is called for. It's interesting to note, however, that no agency has ever cre- ated a top-drawer transcription pro- gram that has lived. And they've practically all had a try at it. Pro- ducing transcriptions is a big-time job. It's the job of a specialist. While some agencies and networks have produced creditable recorded programs, the really successful open-end programs have been produced by firms that make transcribing syndicated programs their entire job. If somebody could devise a way of permitting agencies to get credit for producing our open-end pro- grams we'd sell a great many more than we do." Transcription organizations have little to gripe about talent. While there is feeling among union members that recorded programs take jobs away from both musical and acting talent, there was little evidence during the American Federation of Musicans' re- cording ban that jobs in radio in- ( Please lum to page 37) I'rohh-iiis with :ii:«»ii«'i«»s 1. They want to tie up series without guarantees 2. There's no prior planning as far as the use of tran- scriptions is concerned 3. They frequently add a handling charge in addition to their 15% commission, thus making transcriptions costly to sponsors 4. They seldom plan commercials that integrate them- selves with transcriptions 5. They'd rather produce their own transcriptions 6. They only use transcriptions when they're forced to Problem* willi Hicnls 1. They see no glamor in transcriptions 2. They're usually price-conscious when they see it's on record 3. They only huy what appeals to them personally 4. It's very difficult to make them see that broadcasting is a business 5. It's costly to sell transcriptions to advertisers which in turn increases the cost of the program to sponsors 6. It's twice as difficult to sell a client on promoting a transcribed program as it is a live show. It's tough enough to sell him on the latter. 7. Persuading a client to key his transcribed programs so that he'll know his results is difficult 8. Client can't take customers to the broadcast of a tran- scribed program. Thus the show-off pride of owner- ship is missing I'rohleniK willi medium 1. Stations won't go out and sell transcriptions, yet they become angry when a transcription salesman won't sell their outlets along with the recorded program 2. Stations have to he forced to promote a transcribed show 3. Only recently has broadcasting generally admitted that transcriptions are as good if not better than network programs 4. Stations are too price-tag conscious on transcriptions 5. It's practically impossible to obtain longterm com- mitments for transcriptions; thus, most series are too short to build faithful habits of listening 6. Too few transcription companies are built upon solid foundations; thus, the leaders suffer for the faults of the hitchhikers 7. The risks are great, the profits small 28 FEBRUARY 1949 29 M^Q / " / ; /^m^wr / f -■*- / IP W / iitfJ /■"■ ■■'■'■># >& -w-*r" "** .; - .^y***' / 7 "T~ / 7 ■ a*!''' ' ' ^^£ 1^. fe ^^ ^ / "■'"/ • ^m ^& / " ' '• , A'y"[ L^^V f rt* ^ : — . : ■ I 1 1 ' :: i ' : . : : x-, ■ - V %'•''■ V-'l:1:':"!:^--1' '■'. '' ■' K»« ••■« * ' SJiman* Sam 1 n — ^^^ t4i the man behind over 200 Successful sales curves tt |; IS For the sponsor interested in sales, Singin' Sam presents a unique T.\ . opportunity. For never in radio's history has there been a personality El Br like Sam . . . never before a program series with such an outstanding Ml k- r record of major sales successes unbroken by a single failure. These are strong statements that carry tremendous weight with prospective program purchasers ... if supported by facts. And r facts we have in abundance . . . high Hoopers, congratulatory letters. l" expressions of real appreciation by advertisers themselves, actual > before and after stories backed with the concrete figures. ^M ■ This 15-minute transcribed program series is the show j& M C ii you need to produce results. Write, wire, or telephone A 1 SI for lull details. Despite Singin' Sam's tremendous m popularity and pull, ili< bIiom i~ reasonably priced. ^L '•■ |: j j n 1 , | «■ .' * 1 J ! - j |h -"■ M _ r-r — ~- 1— - ■ — _J — - — j**^ -'- _. L — x: rp 1 1 11 \ 1 1 J 1 1 1 4 t i 1 t 30 SPONSOR 28 FEBRUARY 1949 31 Pride of the town ..„ ...,„ i: van * |i> Sp*Mir>fc-jrf dirttl frr-m Nashville nperiaUj lor th* Scar- ■ irl'vilKtkm lO I ' Satanta* m|M «* ol it* hrt- I tin appeirrd In kkmI rooiifm IVWr,, h- . numbn o. -opolai Kxifi imi.»ipn« Vith t,.-. ' " and "Wrist * . Uikf- rxlud* "O.l.r,-,™ ClU nd] Bite*. I P-i' IJ About the Program: nan Mill, who ■ The Tin.'- I Woflord Collet*, Who'i Invii partan Mill* I ', with all members ol their families, are cordially The Progl " C awards. >t»mmeni— The one-and-onl] . .i Howard and th< ■ tl Pii leers, who'll come to Spartanburg dlreci from Radio Suiioo WSM In Naah ville, Tenn., upeciaily for the Spartan Mills progiam Mill Schedule — The mill will be stopped for the entire day of Saturday. August 2i Transportation- -I.tiies of the Textik) Transit company will furnish free transportation for all employes. Alter thil lUpptT, ..ml memben Employes who have been in Ihe service of Spartan Mills for continuous periods of five years or longer will be guests of honor at a special program on Satur- day, August 23, when they will be presented wiih awards in recognition of their long employment with the company. A total of 465 worker* — or about 40 pet icnt nl ilic total number of people employed by the companv — Mill receive a Award. The program in which they will l>c honored is scheduled for Smdcr Field, Woffoi beginning at 5 o'clock on the \iii;iist 23. All E-,l*r« lavHttt. All employe! of Spartan Mills. ngcilicT with all member* <>i families, are cordially in- to attend the program, and itain lot .i big harTiecue and -f ca- nning the "Grand ' Hi ' iprj " which «iil follow ilic present*- if Service Award] ■ annuls «ill lw presented, n platform in front of the itandi -.! Snydei Field, by -I S Montgomery, president ol Spartan Mills; John M. Caugnnian. luperintcndcnt of the mill, and the mill*' overseers The barhecue. which will be Walter Brown and Mm Phillips, famed Gaflney ■ '■■ i-. mil t>c versed i ball held which ad- |oim Snyder Field. and members of Iheil families «ill return to the sunds at Snyder Field for the "Grand Ole Opry" program of (Continued on Pi(r 4) A 'Shield' Extra An nln adilion ol Th* Spar.cn Sh.ald, draolod la ......1. i. data.li of (ha Aug 23 SntKi \ - .i .1 pi ., .ii, will be pi.hli.hfd nail mk I. . .-hi plana .11 lor Ihia ntn to i. d.a.nbu.ad to .in .ili. i*. on Friday, Aufuat 22— th* day balora (ha pro- W.lih for Lab aalral Itll carry complala, trp-to-tha- minula plana .l-,,.i lha cala- t,,.i,,,,, which you'll want Community relations broadcast advertising must be as effectively promoted as any other form of airing From Puerto Rico to Maine, from Hollywood to Spartan- burg, S. C., broadcast adver- tising lends a helping hand in building good corporate community relations. The methods vary, but the end results are the same — the integration of a manufacturing plant and its employees into the community life of a town. That's the surface result of a broad- cast advertising campaign. Beneath the surface there are many other effects that a well-integrated community-re- lations broadcast campaign can have for a sponsor. It can ease the way of a sponsor for special zoning and ease- ment rights. It can make employment at the plant something to be desired. It can correct a negative reaction which an ill-advised labor relations policy has created in a citv. as in the case of Yale and Towne and Stamford. Conn. It can inspire workers who do a better job to do still better via broadcast "service" awards as aired bj Spartan and Beaumont Mills. Spart- enburg. S. C. These broadcasts were not just "for God, Country, and Spartan, but good entertainment with top-flight talent and a fish fry or bar- becue. in the Smith where textile mill invasions have been suspect, generally considered attempts to avoid unioniza- tion, the servirr aw arils to employees with five to 50 years of company serv- ice removed any <>f the flight-from- labor-trouble stigma that has become attached to oilier sii«': TV Trends as we've been saying a|| along— JOHN BLAIR V COMPANY ,^2flB^^SAS REPRESENTING LEADING RADIO STATIONS e We hope you've seen the fine new booklet of the NARSR*, "Spot Broadcasting lets You decide." It's a honey — and as a member of NARSR, we're proud of it. It repeats a lot of what we've been preaching for years: That Spot Radio gives you your choice of stations, times, markets. That you pick the best programs in each market, the right selling message for every program. That you can reach either one small county or the entire country . . . spend just what you can afford . . . and make every single dollar work and work and WORK for you! Ask your John Blair man to show you this excellent booklet. You'll profit by it . . . and you'll enjoy it. Ask him today! Offices in Chicago . New York . Detroit . St Louis . Los Angeles . San Francisco "National Association of Radio Station Representatives 28 FEBRUARY 1949 35 WIP Philadelphia Basic Mutual Represented Nationally m 9W KIIWAKII PETIIY & CO STATION MERCHANDISING (Continued from page 23 1 the WLW Consumers Foundation which investigates and reports on product likes and dislikes. The ad- visory group keeps WLW advertisers informed on buying trends. Besides the research activities, which are little publicized. WLW pub- lishes special newspapers for each segment of the retailing industry, has field men who help achieve distribu- tion, and plans a number of regular point-of-sale promotions both for pro- duct groups and for individual ad- vertisers. Typical were WLW's General Mills and General Foods "weeks." Hundreds of stores displaced stacks of GM and GF products with special dis- plays. Sale increases were traced to the displaxs and the impetus which the "weeks gave to the firms" products. Because \\ L\\ is >o promotion- minded, manj stations in its area are also merchandising-minded. This is generally noted throughout the broad- casting industry. Where one station is especial!) conscious of the sales pro- motion facts of broadcast advertising, main other stations become merchan- dising-minded. \\ s \ I ( foi mci l\ ow ned by Crosley and now a Marshall Field station) has an energetic campaign going under the direction of Manager Bob Sampson. WSA1 is sponsoring a retail sales training course which is reaching 2.15(1 retail food outlets. These outlets use displays which tie up with \\ SAI sponsored products. \\S\I sells its Jon Arthur program for instance, on the basis that with two announcements an advertiser receives: newspaper advertising on the show, bus and street cards, taxi tire covers, billboards, and point-of-sale advertis- ing. WING in Dayton is a promotional- minded station, as are all the Pal W il- Hams managed outlets. \s Ruth H. Krause. merchandising consultant for the station, expresses it. in the Lionel I; \1om> manner, "advertising brings people to the product, but merchandis- ing brings the product to the people." Winn the Chelsea cigarette was being sold \ ia the Cn\ Lombardo pro- gram, WING sent costumed models through Dayton's shopping areas to disti ibute announcements of the "Name a Song" contest. This bringing mer- chandising to the people (see cover of this issue) is typical of WING. (Please turn to page 44) 36 SPONSOR E. T. PRODUCERS' LAMENT (Continued from page 29) creased because of the ban. Talent generally likes transcribing because it's able to do a number of programs at one session and thus increase, at least for a short time, its earning power per week. In many cases, a good recorded program has led to other good jobs, and everybody's happy. The recording scale is not much higher than network fees, and cramming a number of programs into one session makes possible a cost-per-program that's really lower than a live airing. Transcription companies do lament the fact that small organizations con- tinue to sell programs which were made in the Noah's Ark days of re- cording. They run into these bar- gains when they try to sell a 1949 transcription series. What makes it worse for them is the fact that fre- quently the ancient series includes YOU GOTTA BE HEADS-UP IN COIN (Ky.)!- you've g<* 10 flip \ess.ree . • • 7 iu (Ky.) to hard in towns W« fact make a plugged"*^ , ^e can't see any cents u like the jingle ot * >°U rCS better stick to the silver, yon d ** Afea (,xclu ^ "There" more income and sively. T.her«Y . this one preat outgoof « rnKamasQ^ The 1949 SWING Girl Miss Vera Ralston it MARKET. . .WHB's Golden Kansas City Marketland is a transportation and distribution hub, agricultural capi- tal, the home of multi-billion dollar industries. Complete data on request. it AUDIENCE. ..WHB's 27 years of aggressive broadcasting have won 3J/2 million listeners who swing to 710 for fresh, friendly entertainment and solid buying tips. it PROMOTION... WHB's alert experts advertise, merchandise and promote your prod- uct to bring results that will leave you gasping. 10,000 WATTS IN KANS4 DON DAVIS PKfSIDfNT ^ JOHN T. SCHILLING ^J CCNttAl »JN1CM —/ *Jlvf2Ke&etit£tl • JOHN BLAIR & CO. fBfS$ MUTUAL NETWORK • 710 KILOCYCLES • S.OOO WATTS NIGHT 28 FEBRUARY 1949 37 .-nine of the very nann-s the) have on their offerings. Many of the reputable transcribers would like an industry- wide rule that would force recording organizations to place the date of the recording on every label. There are others who contend that a transcrip- tion made during the past few years will be just as good ten years from now as it is today. They're against \ ear-labeling, and are willing to take their chances selling against ancient recordings. "One of our great problems in re- cording open-end transcriptions is the fact that stations do not abide hv an\ code (NAB or otherwise) on commer- cial time," states a West Coast tran- scriber. "The result is that we have to plan for a Qexibilit) that gives the maximum time an advertiser should expect, and still plan the open-end timing so that an advertiser wanting to slick to the industry code can use a minimum of advertising and still have an effective, well-timed program. That sounds easv. It isn't. We've licked it, but we'd all be better off. in the recording industry, if a code was lived up to." We^rc havirg a Babyat 630-' Yes . . . any minute now KMAC will be the proud possessor of a nice fat V)00 watts, unlimited, at 630 . . . and we're all sweating out the big event. And along with us, there's an audience of one and one-quarter MILLION awaiting the new arrival . . . here in the nation's 27th market. Let Pearson give you the details! MBS * TSN MUTUAL IN SAN ANTONIO KMAC -KISS Howard W. (Papa) Davis, owner Represented Nationally by John E. Pearson Company There is one problem which faces transcription organizations which faces everybodj who sells programs. Ad- vertisers buv what they like and not what will sell their products or serv- ices. It was the exception to this rule that built the great firms of Procter & Gamble. American Home Products, Sterling Drug, and the few other con- sistent users of daytime radio. If they had bought only what their ad- vertising departments enjoyed person- ally. they'd never have found the day- time serial device which delivered lower cost sales than any medium. The local and regional sponsor would like to buy a program that would give him prestige. Frequently he bnv^ such a program and it doesn't produce sales. He blames the medium and frequently transcriptions also. A giant corporation can often lun a prestige program and not suffer too much by the purchase. The organiza- tion that requires direct sales can't afford a good-will offering. One of the reasons why the Frederic Ziv or- ganization went into producing pres- tige items like Ronald Colman's Favorite Story was because it had grown tired knocking itself out selling shows that did great selling jobs for sponsors but didn't lilt the ad\ ei tisei 's ego. Ziv in Favorite Story combined a class formula with enough promo- tion and star appeal to both sell and gratify the "big shot" desire of adver- tisers. Transcription producers lament that they have to keep both sales effec- tiveness and man's vanity in mind every time they record a new program. If they don't, and the result is a show- without class that sells like the devil, it costs them too much to sell it and to keep it sold to advertisers. If it has prestige without sock sales appeal, then it seldom wins renewals and sell- ing one 13-time series doesn't pay off. "Transcription production is a big. an expensive business, points out the treasurer of a nationwide e.t. produc- ing corporation. "Most of us have all our profits tied up in master record- ings and pressing while we worry about how soon TV is going to take over. One thing most of us are cer- tain of i> that television will move in on the networks long before it hits broadcasting at a local level. At least thai is what current surveys seem to indicate. Before !'. a.m. viewing is practically nil. Daytime viewing is still a great big question-mark, i// (Please turn to />age 42) 38 SPONSOR SEATTLE GRAND COULEE DAM . . . largest there is, supplies power for Northwest industry to the humming tune of 15 billion kilowatt hours of electrical energy. That's power for (among many others) the great aluminum plants which pro- duce half the nation's primary aluminum! BUYING TIME ON KJR . . . you reach 1,178,303 listeners in a market that's industrially alive — unlimited — growing! "And the beauty of it is," KJR's 5000 watts at 950 kc. penetrate this market with 90% coverage of the important area reached by any 50,000 watts — at far more economical rates! Comparison proves* KJR's plus value to any advertiser in the Puget Sound country! For more "beautiful" facts, talk with AVERY- KN0DEL, Inc. Y///M for Western Washington An Affiliate of the American Broadcasting Company 28 FEBRUARY 1949 39 The Picked Panel answers Mr. Boyd The\ certainly can re-emerge as a strong selling factor in TV . . . ask any of us connected with T he Howdy Doody Shoiv on NBC-TV. We've had plenty of proof already. You might not think that Polaroid TV Filters could be sold through a chil- dren's show — hut about 50.0(10 were -old during a period when Polaroid was sponsoring a segment of the show. The Unique Art Mfg. Co., now spon- soring a l.Vminute weekly portion of the show, can tell a spectacular stor) of skyrocketing sales traceable directl) to this T\ advertising. We hear con- tinuall) of parents bringing children into to\ stores with Junior shouting: "Mama! I want a I nique to) ! The makers of Mason candy bars are now sponsoring a portion ol Howdy Doody on tin- full NBC-TV network because a five-week test ion WM'.'I. New 'iniL onl) i. offering a "humming lariat" for two wrappers, brought in a total of more than 9,000 m rappers. It -rem- a- though we have onl) to mention a thing in passing on Howdy Doody ami thousands ol kid- spring into action. < me da) recentl) Mr. Sponsor asks... ""Programs appealing solely to the 6-12 year olds ("Uncle Don", ete.) have virtually disappeared from radio. Can they re-emerge as a selling factor in tele- R. Stewart Boyd Assistant Advertising Manager National Biscuit Co., Inc., N Y. we had a contest, with two kids from the "peanut galler\" building trains from milk cartons. For days after- ward we were swamped with calls and letters inquiring where the chassis wheel- foi the cartons could be bought. The kids — even down to the small- est ones, it seems — are quick to catch trade names and to identify items we show. U-n-i-q-u-e is not a particularly easy word for small children to pick up, but to Howdy's young fans it's as simple as c-a-t. The fact that llowdx is winning friends, and influencing them plenty, is due to the fact that the show is based 100', on wholesome entertain- ment. This is a path from which radio strayed badh in programing for the 6-12-year-olds, with a result that much criticism was heaped on radio's head. It looks to us as though TV can en- tertain the kids wholesomely, even slip in a little education here and there, and sell 'em just about anything you want Mom and Pop to bin for them. Bob Smith Howdy Doody Show New York Tele\ is ion. of course, oilers a more serious challenge to radio than anything in recent years. I \ is already forc- ing the older m e d i u m t o "sharpen-up," to become self-crit- ami to search for new and better niques. Programs and production adio. in m\ opinion, have slipped leal, lech III into a rut. This is particularly true of children's programs that have lor should have) a strong educational slant, as well as children's entertain- ment. TV, on the other hand, offers some highly commendable children's programs, both from the parent's point of view and from the advertiser's. When T\ was ju-t getting started, few of us realized the terrific "sock" the medium would have for young- sters. Today, the increased impact means that children pay a good deal more attention to what they see than what they hear on the air. For TV advertisers, this means better sponsor identification and increased sales of whatever product is being sold to the children's audience (and thus to their parents) . Much of the success of children's programs in TV is inherent in the nature of TV itself and its increased power to impress. As an example of this. I should like to mention the "preaehers" presented on the Small Fry Club on DuMont. These "preachers"' are not prepared b\ "Big Brother"', but are done by the children themselves. They are draw- ings, illustrating little lessons in safe- ty, discipline, neatness, health, and other matters of child education. Since they are made b) the children them- selves, this. I feel, makes them emi- nentK acceptable to our youthful audience. The mothers of our 7!!. 000 Small Fry Chlb members tell u> that their children learn thing- along with Pirro, our Gatewa) Productions puppet with the yen to investigate everything. This could never be done on radio, and is only one of the factors that have made radio programs appealing to children almost disappear. 40 SPONSOR With TV's wider, more flexible juvenile programing ideas, and its power to create high sponsor identi- fication in young minds, children's programs will undoubtedly re-emerge in TV as a strong selling factor and an advertising tool of ever-increasing usefulness. Bob Emery Small Fry Club New York Programs appeal- ing to 6-12-year- olds can definite- ly rcemerge as a selling factor . . . in TV. Perhaps one of the rea- sons many juve- nile radio pro- grams were ineffective in sell- ing the sponsor's product was that the program could not hold the attention of children intensely enough to keep them interested. For instance, the adventures of the principal character in a children's radio program may have served only as a background for the personal adventures of each child in his or her imagination. As a result, many of the children never really listened. In television the children's programs demand, and I think get, a child's un- divided attention. The child must look as well as listen. He cannot dream his own adventures or identify him- self with any of the characters since the actions of the character on the television screen are live and real. The characters become personalities which he sees and likes or dislikes as he would any friend or enemy. Naturally. when his friend on the television screen tells him that a product is a good thing to own and shows him ivhy, he will react in much the same man- ner as if a real friend had told him. So his desire to buy and influence the buying in the home is intensified by the sight of the product and his rela- tionship with his television friend. There is evidence to prove these two points. "Jolo", the clown on the Lucky Pup program, is the friend of many thousands of children in the television audience. Daily he receives hundreds of gifts, detailed plans on how he can thwart "Foodini," and just plain fan letters. Recently. Jolo (Please turn to page 58) 28 FEBRUARY 1949 channel 4 A twsm MM South Florida's 400,000 residents and many of the 2,000,000 visitors they entertain each year are greeting television NOW. WTVJ, chan- nel 4, Miami is now testing on the air. WTVJ is affiliated with Wometco Theaters, Miami's most progressive movie circuit. full c o 111 in e r c i a 1 program schedule .... within the month. Featuring live tele- casts of famed Florida sports and the best in films. Complete remote equipment. Full studio and production facilities. 17 N. W. 3rd St.. Miami, Flo Bob Venn, General Manager Clyde Lucas, Program Director Max J. Weisfeldt, Sales Manager Earl Lewis. Chief Engineer represented by Forjoe & Company 41 E. T. PRODUCERS' LAMENT (Continued Irani paiL< in the Daytime is sponsor's currenl report on telecasting in thi* issue, page _' 1 i . We feel that transcriptions will furnish a great portion of early a.m., davtime. and after 10:30 p.m. broad- i asting throughout the nation. Adver- tisers should start realizing that in non-T\ areas they'll have to continue to use radio for a long time to come. And transcriptions are the way to do it — program wise." The transcription producers lament i- based upon the fact that he's in a national business, but has to do Oil', of his selling at a local level. He'd like to CUl down his sales cost — and that would help sponsors — but when he does he has no sales. Even when transcriptions are paid for on a dealer-cooperative advertising basis i manufacturer and retailer shar- ing costs), the producer has to go out and do the selling. "Nobodj loves a transcription pro- ducer but the sales curve." is the final summing up of a recording program executives lament by himself. '"It s a good thing for us that transcriptions sell merchandise. + * * SOUTHWEST VIRGINIA'S PlO+tee/l RADIO STATION The market in WDBJ's total BMJB coverage area represents 35.73' < of Virginia's total buying power. (Ami 7.90' i of West \ irginias. ) In .">()'; or better HMB coverage WDBJ sells to 23.7' < of Virginia's buving power. Ask FREE cK PETERS! CBS • 5000 WATTS • 960 KC TIMES-WORLD CORPORATION ROANOKE, VA. FREE & PETERS. INC.. National Representatives TV IN DAYTIME I < ontinued on />«ge 25 ) Says Sterling's president. James Hill. Jr.: "At one time virtually all of Sterling's advertising was concentrated in radio, but we do not expect again to place reliance on a single medium". \\ hat this means in terms of adver- tising dollars is alreadv evident. Sterl- ing has reduced its 1949 radio budget by $1,000,000 (cancelling radio pro- grams to do sol and will divert an estimated 80'v of it to TV, the ma- jority of it during the daylight hours. To old hands in the agencv business, this shift of Sterling ad dollars is no mere matter of re-allocation of adver- tising funds. Sterling was one of the first advertisers to pull sizeable chunks ol nionev out of other media to go into dav time radio in the early 1930s. Other advertisers have already taken the dav time initiative. For nearlv a yeai Swift & i.i>. had the Swift Home Service Club on NBC-TV with Tex and Jinx \lc< ran before it switched over to it* fancier nighttime show with Laimv l\o**. Three of the Duane Jones clients had an extensive run with the earl) afternoon Missus Goes A-Shop- pin' audience participation show on CBS-TV. During the war years, Lever Brothers experimented with TV ver- sions of two of their soap operas, Aunt Jenny and Hiii Sister) for a few week* on DuMont's WAB1). N.Y. The re- sults of these experiments — and for the most part these and other programs like them were experiments — from a sales standpoint were often good and sometimes excellent, but they were pri- marily the result of an advertiser's de- sire to "feel the way" in TV. and to give his stalT a workout with visual techniques. The initiative with daytime TV, as it was originally with radio, still rests with the TV stations and networks. Uthough the majority of agencies is exlremelv interested in what is hap- pening to dav time TV, most of them are cautious about recommending it to client* a* an advertising medium at present. DuMont is the first TV broadcaster to air an extensive schedule of (lav- time T\ program*, beginning earlv in November, 1948. Programing now be- gins at (>:(>(l a.m. w itb the Du Muni Kindergarten, and carries through a daytime schedule of women's-interesl telecasts that range from llollvwood gossip to music and needlework shows. 4? SPONSOR DuMont began daytime operation for several reasons. For one tiling, it looked to DuMont's Commander Mor- timer Loewi as though low-cost day- time programing was going to be a "bread-and-butter" portion of their operation. For another. DuMont I un- like NBC, CBS, ete. ) had no worries about undermining their daytime rate structure in radio. They see in day- time TV a chance to strengthen their industry position as a program pro- ducer. A lesser, but still important reason is the fact that DuMont set dealers had been asking for program- ing, not test patterns, to help demon- strate sets to customers during day- light business hours. The programing at DuMont is ex- ceedingly simple, both to keep over- head down and because of studio limi- tations. Programs are designed with listening as well as viewing in mind. The DuMont theor) (which still re- mains to be thoroughly proved either way) is that the daytime audience in TV, as it is in radio, is primarily an audience of women. The bulk of these women are homemakers who are busy around the house during the daylight hours. Thus, the housewife can turn I Please turn to page 46) . . . // at local station cost See your station representative or write LM-WORTH \ feature programs, inc. 113 W. 57th ST.. NEW YORK 19. N. Y. e it's easy. IF YOU KNOW HOW! livery time-buyer knows the danger of jumping to the conclusion that high power and major-network affiliation make a radio station tops in its area. We of KWKH have 50,000 watts and are CBS — but we also know it takes experi- ence to run an outstanding operation in the South. KWKH has had 23 years' experience in broadcasting to this area. We've worked hard to learn what type of pro- gramming appeals most to all segments of our audience. And then we've spared no trouble or expense to give our listeners that sort of programming. The result is that the Hooper Station Listening Index proves KWKH to be one of the most outstanding CBS stations in the U. S. Let us (or The Branham Company) give you all the facts. We think you'll find that KWKH is a MUST for you. KWKH Texas SHREYEPORTf LOUISIANA 50,000 Watts o CBS Arkansas M* • • • ississippi The Branham Company, Representatives Henry Clay, General Manager 28 FEBRUARY 1949 43 PRIDE OF THE TOWN .' Continued from page >'_' to admit to over 10 year? at the looms. Bates Manufacturing Company is an old textile firm that never moved out of New England. Hates has been part ■ 1 Maine tradition for generations, as i> indicated b\ the founding of Bates College in 1 !!64. Bates has a consider- able number of French-Canadians working for it who don't know too much about America and its traditions i it"s close to the Evangeline country). Bates wants them to think id themselves a- Americans, to know the traditions of Maine, and to be happy they are part of the Bates family. It uses two stations in Lewiston, one in Augusta, and one in Portland to present Do You Know Maine? The growing importance of com- munity advertising is best indicated by the fact that the newest series of book- let- being planned for distribution by the I ,S. Chamber of Commerce starts out with Community Relations Adver- tising. The manufacturer who ignores hi- hometown eventually gets into trouble with the people who live in the town and with the town's fathers. \\ bile main firms haven't reached the point where they schedule regular weekly broadcasts, more and more organizations turn to radio for special occasion broadcasts which link the firm and the town in which thev do business. Typical of these Christmas, Easter, and other holiday programs was the broadcast ovei WCSS, Vmster- dam, New York, of the Mohawk Mills chorus of 110 voices, together with a Christmas greeting from Mohawk's executive v. p.. Herbert L. Shuttleworth, 2nd. It was a huge success, not alone because it enabled Mohawk's carpel workers to hear the voices of their fellow workers in song, but also be- cause Mohawk promoted the occasion. Two days prior to the broadcast, ads announcing it ran in the local news- paper. \\ I SS carried announcements of the broadcast for four da) s before the caroling. The program was re- peated, transcribed, on Christmas eve- ning -o thai the singers could hear themselves. Three concerts b) the choral group are given each year, and the) fill the Junior High School audi- toi ium to o\ ei How ing, ne< essitating matinee and evening performances. Mohawk is important to the econom) of \msterdam, but it - 1 ill wouldn't be a friendl) pat t of the tow n if com munit) relations were neglected. It doesn't take big gestures to develop good community relation-. Frequently little gestures accomplish far more than grandiose broadcasts. One local firm broadcasts once a week a list of items left mi local buses. What tin- means to bus travelers can best be indicated by the fact that less than 5' ( of lost articles are unclaimed in this town, while over 75' < are un- claimed in a normal transit area. \n amazing number of people fail to recall where they mav have lost personal belongings. The firm sponsoring the bus lost-and-found articles has related itself to its town. While internal house organs are ex- pected to cam part of the community- relations job of many great corpora- tions. thc\ fail to have vital influence on the communit) families — the wives and children of workers and town folk. Broadcasting can be, and is in a num- ber of cases, an oral local house organ for manufacturers. In one area. James- town. New York, manufacturers not only use time as a group, but the \il Metal Construction Company. Auto- matic Voting Machine Company, and the National Worsted Mill also have programs of their own that relate their activities to Jamestown. Although SPONSOR has made no in- tensive survey of the number of firms with community-relations programs, over 600 stations have sponsored this t\pe of broadcast Public utilities, worrving. of course, about i'(i\soi{ goes to press, none of the WNBT daytime shows has been sold. However. NBC plans to extend its daytime programing to the morn- ing hours on WNBT and to service a daytime network. NBC is holding to the firm conviction that its positive approach to the problem of building TV audiences in the daytime will work successfully for it. CBS. although one of the earliesl organizations to work with daytime TV. has less than two hours of actual daytime TV on the air now. Jack Van Volkenburg has already revealed plans to step up daytime TV production to the point where CBS is programing some 16 hours a day, but it isn't likely DAYTIME WOAI LISTENING 7— >s HOMES 29 Va NEXT HIGHEST STATION LISTENING HOMES OOOOO^O00iY^{] 13Va% NiGHTTim rrrrrTTTTTTTTTTTTT WOAI LISTENING HOMES 35% NEXT HIGHEST STATION LISTENING HOMES fTTTT!!T!iTT 12% The new Hooper Listening Area Index shows: WOAI 2 to I in daytime, 3 to I at night, over the next most popular station! This Survey, filled with facts obtained from a cross-section of homes in the area* proves that now, more than ever, WOAI is "the most powerful advertising influence in the Southwest." usmw* **A If you want to get your message into the homes of these Texans, remember that WOAI is the only single medium affording complete coverage. //., 155 '. *<« tomil'iH ll'/Wl W Uiii' , .1 11 . mlilitl liilen regular I) le II 0 II /,„//. />,;} and Sight (BMB Stud) No. I) WOAI S 'a*e NBC • 50,000 W • CLEAR CHANNEL • TQN Reprctcntcd tx EDWARD PETRY S CO, INC New York, Chicago. Los flnjelei, Detroit. It. Louis. San Francisto, Atlanta. Boston thai il will come for some time. So far. CBS is sending via the south- bound cable film shorts between 12:4.") and 1 :()() p.m.. Warren Hull's audience participation show between 1:00 and L:30, and a fashion show called Van- it) Fail between 1 :30 and 2:00 p.m. From 2:00 to 2:30 p.m., there is aired locally on WCBS-TV a Department of Agriculture film series called The Earth II <■ Lire By. CBS's immediate plans for an ex- tended use of daytime TV are rather incomplete. Like NBC. CBS expects to do most of its programing and it- selling around personalities that have already proved (or at least have a strong potential l themselves popular with daytime T\ audiences. Mm. like NBC. none of the CBS daytime shows has been sold to national advertisers. The last of the network organiza- tions which will have a daytime TV operation is ABC. and it is one that will be handled on a different basis (for the beginning at any rate) than the other networks. ABC's plans, which will be tested on a full scale first on WJZ-TV. \.V. (enter around . a sort of switch on storecasting. In the New York ana. \\ 1/ -l\ and the production firm of Modell \ Harbruck are installing 16-inch TV viewing units (one master set and four viewers per location) in nearly a hundred Moies o| the i ,rand I n chain. I he installations are expensive, and are ex- ' pected to top $200,000 before telestore- casting gets under way in 100 stores. The actual programing for this new, almost point-of-sale TV will hinge on a two-hour varietv show called Market Melodies, which will feature a melange of programing devices (weather, new-. guest stars, fashions, shopping hints, etc. I that have proved themselves re- liable in programing afternoon wo- men's participation periods. Carrying the load o| the "personality" needed to wed the elements together is Anne Russell, who will lace the tough sched- ule of a 2:Oii- 1:00 p.m. stint across- the-board. The system i- much -like thai ol -toi i . ,i-i ing. Home v iewcrs as well as ^hoppers in the Crand 1 nioii supei markets will be able to tune in the show. The \ iew ing units -ur placed at -it ategic points in the Mote | i.e.. near the (heck-out counters where long lines of shoppers wait to have their purchases totalled, etc. i. The program will not be sold as such, but on the basis ol one-minute participations a! 48 SPONSOR the flat rate of $120 each on a six- day-week, L3-week contract. To avoid jamming up the flow <>l traffic in a store, the visual portion of the show will be interspersed with periodic "static pictures-and-music" segments. The Market Melodies operation had a trial run in upper Manhattan in De- cember, when some test installations were put in. and a series ol "bor- rowed" TV film commercials were run off for the benefit of store traffic in three of the Grand Union stores. No figures were taken at the time on the actual results, but the store managers are said to have been delighted with the boost that it gave to over-the- counter sales. A sizeable increase also was reported in the '"impulse" pur- chase, after the product was seen on IV. ABC is ahead) planning further use of this system as a pay-as-you-go nucleus of daytime TV programing for the ABC-owned TV stations in other markets, and ABC affiliates are also investigating (they have first refusal rights to the system) its use in their markets. The system takes initial cap- ital to develop, but is expected to pay for itself with the low-cost program- ing planned for it. plus the obvious IN THE Pacific Northwest Serving 3,835,800 people • WASHINGTON KING- Seattle K X L E — Ellensburg K X L Y — Spokane • OREGON K X L - Portland MONTANA K X L F - Butte KXLJ- Helena KXLK- Great Falls K X L L — Missoula K X L Q — Bozeman Pacific Northwest Broadcasters Sales Managers Wythe Walker Tracy Moore advantage to sponsors of point-of-sale impact for their product messages. A less expensive but effective sys- tem of programing via special TV de- vices in the daytime has proved suc- eessful at Paramount's Chicago out- let. WI5KB. A near-automatic de\i<-e called a "Multiscope" transmits a con- tinuous How of ticker-tape news, weather, and lime from 1 I :00 a.m. to 2:UU p.m. i sponsored by Philco Cor- poration! and again between 5:30 to 6:00 p.m. when it becomes a pai ticipa lion period available to local clients. The "Multiscope" is about as artistic in the way of programing as an in- come tax form -but it has brought \\ HKIi close to the break-even point, since the machine requires onh the services of a projectionist to run it during daylight hours. WBKB intends to syndicate the device (present!) through I niled Press), and the u>e ol i Please turn /<> page 57 > GUESS I'll. JUST TAKE WDAYS MIKE NOTES"! Di 'id you ever hear of a Listener who paid dough for his favorite station's "house organ"? Neither had we! But last year 10,031 of us Red River Valley families — in 90 eounties — paid 1 0,031 bucks for our subscriptions to WDAY'i monthly paper, "Mike Notes"! That's pretty typical of our fabulous North Dakota hayseeds in the Valley because they all make big dough and all love WD AY! BIG DOUGH? Yup, an average Effective Buying Income per family of $5599! LOVE WDAY? You bet! Every survey shows they prefer it about t tit 1 over any other station ! Ask us or Free & Peters for all the figgers! FARGO, N. D. NBC • 970 KILOCYCLES 5000 WATTS h 1D>- Free & Peters, im 28 FEBRUARY 1949 49 The labor CBS puts into lifting the sales curves of its advertisers brings forth more than a mouse. Long the leader in delivering audiences at a lower cost, CBS now has the highest average Hoopers— the most popular programs day and night— of any network in Radio. The Columbia Broadcasting Sys System SUNDAY MONDAY « march 1949 "&? mBS BBC RBI (BS DOT TUESDAY WEDNESDAY THURSDAY -o. FRIDAY .}£: w ,..&•£ .xr. ■■'■.,. ES ■,-')S" - -|5|. -tf. HBC "' BBC CBS mBS BBC I BBC CBS BIBS BBC | BBC SATURDAY .BE: ■-%„ "V.fcl ,,:..•.'.. J£.1» .. :■,: Sa-X'i "■Ei- ■sSSr *c: „...E HISTORY: To gauge the pulling power of TV advertising in St. Louis, RCA Victor inserteil a one-minute audio-visual announcement in one regular half-hour Saturday night local musical program. The announcement carried a free gift offer — a Lipic mechani- cal pencil. Result was that more than 4,000 letters were received asking for the pencil. What Victor considered even mine significant than the actual quantitative res- ponse was the fact that about 90' , of the requests asked specifically for the pencil by name. KS])-T\. St. Louis PROGRAM: "Russ David Entertains" TV results IMM. KIM I ITS ANTEXXA ROTATORS SPONSOR: ^erosweep Motors, Inc. AGENCY: Placed direct CAPSULE CASE HISTORY: On 1 December last. Aero- sweep, makers of a neiv type of electric antenna rotator. began a series of one-minute spot announcements on the ueii \euarl (\.jj Tl station. IVATV. 60-second film commercial was used nightly. Wednesday through Sun- day. In two-and-a-half-weeks, more than 1.230 replies were received, a total of $49,937 in potential sales as the result of a S 1 .300 investment in the announcements. Aero- sweep considers this truly phenomenal in view of the fact thai the price of the advertised item is $39.95. WATV, Newark. N. J. PROGRAM: One-minute announcements polaroid ii;\si:n SPONSOR: Milk Bone Dog Biscuits AGENCY: Placed dim I CAPSUL1 I W. HISTORY: The manufacturers of Milk Bone dog biscuits, nationally-known product, bought 20 one-minute announcements on WARD recently. In each announcement the company offered to give away a dog leash to each viewer sending in 25 cents and a boy top from a Milk Bone container. The 20 announcements covered a period of four weeks. At the end of that time. Milk Rone had received ova J. DUO requests, each accom- panied by the box top and quarter-of-a-dollar. Firm is now completely convinced of the selling power of TV. WARD. New York PROGRAM: One-minute announcements SPONSOR: National Television Co. AGENCY: Placed direct CAPSULI I W: HISTORY: In four one-minute spot announcements for "240 seconds", as I ic Smith, \ational Television owner, puts it) II did an outstanding sales job on behalf of Polaroid lenses in this case, ground filters which fit over the viewing end of a TV tube to relieve eye-strain and sharpen images. Company sold 200 lenses with a total retail value of si .200. as the result of the announcements or a return of $300 worth of busi- ness for each minute of advertising. No oilier media was used in plugging these lenses. WBEN-TV, Buffalo PROGRAM: One-minute announcements AI»l»LI.\\t KS TOYS SPONSOR Sunset Appliance Stores \<.l\i Y: Placed direel l \l'-i ll. CASE HISTORY: Sunset is one of the first retail appliance establishments to adieitise television re- ceivers on a television program. On 5 December last. Sunset began sponsorship of Sum/in afternoon hockey games played l>\ \eu )<> other T\ stations is expected to increase. Other stations have already heen using the test pat- terns they transmit during daylighl hours (usually for the benefit of local TV-set retailers) for a profitable cause. One such is K.SD-TV, St. Louis, which has sold its test patterns to Magnavox Corporation between 3:00 and 4:00 p.m.. Mon-Fri. It thus cuts down on station overhead, and in the case of KSD-TV's sponsor, gives him a selling pitch at TV retail outlets at a time when the store traffic is heaviest. Throughout the country. TV sta- tions are becoming conscious of the fact that daytime programing is some- thing that is here to stay. Large mar- ket stations, like WCAU-TY and WFIL-TV in Philadelphia, arc selling programs to leading local and regional advertisers. ( Pierce-Phelps, appliance dealer, has bought the hour-long Homemaker's Matinee on WCA1 -T\ from 2:00 to 3:00 p.m.; Gimbel Brothers signed recently for Gimbel's Television Breakfast Carnival on WFIL-TV Mon-Sat from the store's sales floors from 10:00 to 11:01) a.m. These shows, which lean heavil) on the "personaliu "" angle, are just the highlights). Cleveland's WEWS is programing to afternoon women's audiences with an elaborate Mon-Fri 4:00-5:00 p.m. show called Distaff, a sort ol I \ women's magazine of- fered to advertisers on a participating 1> i^is. Smaller market stations, like Louisville's \VA\F-T\. which is building audiences for itself with a Saturday afternoon children's quiz show called Healthy, Wealthy, and Wise, are either engaged in or plan- ning In start in da\time TV. DELIVERING A TREMENDOUS 3 CITY MARKET: BEAUMONT - ORANGE - PORT ARTHUR ond the Rich Gull Cooil Area. Now 5000 Watts DAY and NIGHT 560 Kilocycles KFDM New studios.' New power/ All designed to give you a more terrific impact on this wonderful marker — NOW, FIRST in the nation in chemical production! Strong, too, in agriculture, lumbering and ship building. Steady, diversified employment keeps folks here in a buying mood! Reach them with KFDM, the ONE station de- livering this rich 3-Cify Market! Studios at Beaumont, Texas Affiliated with AMERICAN BROADCASTING CO. and flic LONE STAR CHAIN Represented By FREE and PETERS. INC No ime has all. or even mosl of the answers foi T\ in the daylight hours. The research is still on the skimp) side. Program preferences have not been full \ explored, as the) have in daytime radio. Problems >>l daytime TV station operation have to be solved before much daytime programing can begin. But certainh daytime T\ pro- graming is here, and is alread) \<\<<\ ing itscll to the advertisers who are discovering that TV's impact sells products during the daytime just as it has ahead) proved capable of lining at night. . . . CsStf You bank bigger profits, too . . . when WTAR does your selling job in the Norfolk Metropolitan Market WTAR delivers more listeners than any other station covering the big, eager, and able-to-buy Norfolk Metropolitan Market. Twice as many weekday morning listeners as its nearest competition . . . 2.8 times as many on weekday afternoons ... 3 times as many in the evenings. Sunday afternoon WTAR gives you 2 times as many listeners and 2.7 times as many during daytime Saturday. So says the Hooper Station Listening Index, November-December '48 for Norfolk- Portsmouth-Newport News, Va. Check that kind of listenership and the cost per listener against any other station on your list. Easy to see why WTAR gets along so well with thrifty folks. Let us tell you more about it. N. B. C. Affiliate 5,000 Watts Day and Night Nationally Represented by Edward Petry & Co. 28 FEBRUARY 1949 57 MR. SPONSOR ASKS (Continued from page 41) offered a group of four pictures of the Lucky Pup east for 15 cents to cover packaging and mailing costs. He and Doris Brown, our mistress of cere- monies, made this offer three minutes a day for ten days. He received over 28,000 requests. There's no doubt that juvenile pro- grams with pull like that can become a useful portion of an advertiser's TV budget. Hugh Rou io Lucky Pup Show \eu York Definitely. Not only have they emerged al- ready, but they have given proof that their selling impact is many ~~* times greater S, than was the case ^^ ^Bk. i in radio. Last year on our TV show we mentioned the 63E RCA record player briefly about five times in the space of three weeks. This was the only advertising given this particular machine. Within a month RCA shelves in Chicago were cleaned out. One thousand record players, or approximately $25,000 worth of merchandise, sold by one program on one station is a graphic demonstration of the selling power of a juvenile program on television. Kukla, Fran, and Ollie receive hun- dreds of gifts each week. They are ingenious gifts that required time and imagination to make. Another indica- tion of tin' hold our show has on the youngsters was the occasion when we held a drawing contest. We were swamped with so many drawings that we had to cancel the contest. On another occasion, Fran Allison was absent from the show. When Kukla and Ollie broke the news that Fran had been operated on for ap- pendicitis, 2,000 wire-. ianU. and let- ters poured in. It is this persona] touch — this close rapport with fans thai convinces me that any good juvenile program on television will Fai surpass the selling powei >>f a similar radio program. Hi i;i; I [LLSTROM k ii klu. I- 1 mi (\- Ollie Chicago, Illinois THE B.MB DILEMMA I Continued from page 21) vertising — with the exception, of course, of station salesmen. Even in the latter case it's the buyers who are using the figures to weigh the respec- tive merits of station time being of- fered. Both the Hooper and Nielson services are financed both by buyers and sellers of broadcast advertising. as are most other media research serv- ices. The second survey will be made next month (March). It will endeavor, as far as it's possible in a second study, to add information that will put BMB listening information in its proper perspective. While the deceptive oik i - a-week figure will, it's expected, still be published, it will be published only with figures giving the listening figures on 6-7 times a week dialing. 3-5 times a week dialing, and 1-2 times a week dialing. It was at first expected that an average daily audience figure would be reported, but that figure — involving projections and by-gee and by-gosh re- search— will be dropped. There have been other problems with BMB. High among these were population estimates which Sales Man- agement issues each year. BMB esti- mates have been at variance with SM's in a number of cases, especially in areas where population shifts have been outstanding. The West Coast has been underestimated in a number of cases, and this shift from old improp- eilv adjusted figures to an accepted non-radio source will remove still fur- ther negatives from BMIVs operations. Industry observers feel there has been too much politics in BMB — some- thing that is almost unavoidable with three trade associations involved in management. These men point to Broadcast Music. Inc., as the perfect association-sponsored operation. The stations bought stock in it — the elected officials run it. It is doing its job of keeping \SC!AP in line, even if it doesn'l uncover too man) great tunes. The contention is that, since stations are pav ing the bills I nit' . . \\h\ not run the operation as a station-con- trolled corporation with -lock sale just like BMI. An advisory tripartite group of working research men would be asked to weigh procedures and watch over the surveying on behalf of both the bin ers and the sellers of broad- cast advertising. This idea may be 1 eslcd to the NAB Convention this April — and then again it may not. The idea, however, is in the hands of NAB top officials. There is. naturally, considerable wonder about how the Bureau of Broadcast Measurement of Canada has been able to muddle through during its several years of existence. Agency men. advertisers, and station owners work much more closeh than do their south - of - the - border brothers. The business is smaller. They work in close harmony, knowing they have a common enemy, "government owner- ship." There are no big salaries — no thous- ands of stations to sell and thousands of advertisers and agencies to service. \t a meeting of the Canadian Board of Directors of BBM it is not unusual to have the annual report read and accepted by acclamation, followed by a vote of confidence. Nobody is agin' it. Nevertheless, on the occasion of the second BBM survey (the time of the first BMB research study). BBM op- crated within its budget only because the job could be done as part of the bigger BMB survey. There are 2.870,- 000 radio homes in Canada (1918 fig- ures). There are 37.623.000 radio homes in the U.S.A. This roughly in- dicates how much more difficult the 48-state job is from the nine-province survey. The changes in BMB procedure, which will, of course, be reflected in the BBM report for 1949 as well, are not necessarily the complete answer to the BMB dilemma. The pared-down operating cost of the Bureau is also not the complete answer. It is ques- tionable whether or not the suggestion that the tripartite non-profit corporate structure must be shelved. There is only one thing certain. A national survey of station coverage reported on a consistent base for all the stations in the U.S.A. and Canada, in ii- 1 be continued. It must be con- tinued in a manner that w ill neither hurt the small station nor puff the big outlet. It must tell the truth and all the truth, sans any ing of who listens to what outlet If the BMB is killed will be little chance of another or- ganization ((lining into being for \ears. With an expanding broadcast advertising horizon, of which TV is the newest though not tin- final phase. broadcast advertising can't afford to be without a common yardstick. * + * fancy weight- utiight. there 58 SPONSOR SELLING A WATCH BAND (Continued from page 27) Lyon, however, departed for New York with a clear picture of the com- pany's problems — and the beginning of an idea he thought could be the answer. But the answer had to lie within the $600,000 Speidel advertis- ing budget. it was at this time that Lou Cowan, producer of Quiz Kids and other suc- cessful radio package shows, was con- cluding a deal with the American Broadcasting Co. for Sunday-night air- ing of his newest package, the hour- long Stop The Music. On a 52-week contract, ABC would ask just under $473,000 for the last quarter-hour seg- ment of the show. If the early ratings showed promise. Lyon figured the vehicle might be the punch needed to achieve fast mass recognition of the Speidel name. The program went on last March, and five exciting broadcasts later hit a sensational, for Sunday competition to Bergen and Allen, 10.5 (Hooper re- port for 18 April 1918). By this time agencies all over the country were mak- ing presentations to prospects for 15- minute segments of the show. The final quarter-hour, with its slightly higher accumulated listening, was the first prize being dangled before pros- pects. ABC had offered any segment of the show on a first-come-first-served basis. It was obvious that only a quick deci- sion by some advertiser would secure the 8:45-9 plum with its cumulative listening. Cecil & Presbrey, having al- ready analyzed the problems and the advertising objectives of Speidel, of- fered Stop The Music as the answer. The new hit giveaway show seemed the right solution to Speidel's problems for one particular reason. Men and women exercise equal influence in buy- ing jewelry, with men, however, mak- ing more watch purchases. Earlv spot checks of Music had indicated the current balance (for Speidel) of listen- ers, with Hooper audience composi- tion figures for the program standing now at 5.56 men, 4.24 women, and L.9 children. The Hooper last spring was already higher than the network ratings of four other sponsors advertising jew- elry products (Elgin- American, Ron- son, Shaeffer. Helbros). The two re- maining network advertisers of jew- elry products, Eversharp and Interna- tional Silver, had higher ratings. But '*S&& ~xm«i TRIPLE-TREAT MAN! On us, three arms look good! Especially when we're bring- ing you the good word about three great new KQV shows: (l) Ace news reporter Bill Burns at 11:45 A.M., (2) The sparkling new audience show, "Sing For Your Supper" at 1 P.M. and (3) The popular Deems Taylor Concert at 10:30 P.M. Any one of these daily shows will do a far-better-than- ordinary job of covering the rich Pittsburgh industrial market for you. Better write or call for details right now! PITTSBURGH'S AGGRESSIVE RADIO STATION Basic Mutual Network • Natl. Reps. WEED & CO. WMT paddles its own Canoe (IOWA) . . . and a spanking good time is had by all, advertisers as well as listeners. Canoe's population wouldn't crowd a fair-size yawl — but if you're fishing for markets there's a whole fleet of prosperous Canoes in WMTland. 1,121,782 people live within the WMT 2.5 mv line. For smooth sailing in the important Eastern Iowa farm-and-industry market, navigate with WMT, the exclusive CBS outlet in the area. The Katz agency man will welcome you aboard with full details. \ (. - -.VP«.N>W«W». - ^«vccwns]« WMT CEDAR RAPIDS 5000 Watts 600 K.C. Day & Night BASIC COLUMBIA NETWORK 28 FEBRUARY 1949 59 The GRMTtSP'wmw: We've Ever Had! WIOD led the field in coverage of the fabulous war time market. ..and, now it holds its leadership by literally saturating this, the greatest of all "normal" markets! National Representatives GEORGE P. HOLUNGBERY CO. Southeast Representative HARRY E. CUMMINGS JAMES M. LeGATE, General Manager 5,0 00 WATTS* 610 All WIODAM programs are duplicated on WIODFM without extra cost to advertisers xy-u StJL. ju/m >T~-r~-.-— ?: - . tt ' _N -v_ W^J :l-l :5B! • vA-V yiVf prosperous S&ifTHSfM NEW £HCVKM^ #1 rH#tl II HmBSt ® Paul W. Morcncy, Vicc-Prcs— Gen. Mgr. • Walter Johnson, Asst Gen. Mgr.— Sales Mgr. WTIC's 50,000 WATTS REPRESENTED NATIONALLY BY WEED & CO. on the basis of cost as related to rat- ing. Stop The Music, with a lower price tag than the shows of any of the other six sponsors, looked like a real buy. The companj urged quick action to obtain the last quarter-hour. Ihev got quick action. But when the agency went to ABC to lay it on the line — someone had -lipped. The network sales department had said "no options". But Cecil & I're-brev were informed that a firm option had. somehow, been granted another prospect. Red-faced, Lyon went back to Spei- del and tried to explain. Despite the disappointment, realistic Speidel of- ficials were read) to consider the pos- sibility of one of the remaining quar- ter-hours. The outlook was still good. Out of 105 sponsored network evening shows, for example, only 11 cost less than the $600,000 maximum Speidel wanted lo spend: and of those II. onl) two bad ratings higher than the second segment of Slop The Music The compam foi the second time made a quick decision. By 25 May. le-- llian three weeks after they had looked at data on the 8:30-8:45 seg- ment. Speidel commercials were on the air. This proved to be the first time in the hislorv of Hooperated shows that an advertiser succeeded in landing a show among the first ten with his first radio dollar. I he commercials stuck consistently to two simple ideas. One. that the bands make beautiful, luxurious gifts, at a modest cost — and. of course, con- stant association of the name Speidel with the product. Commercials also mention the gift boxes in which each individual bracelet comes. This is an- other of the compan) s innovations in promoting the product as a gift item. Umost immediately the impact of the program began to make itself felt. Business ordinaril) peaks twice a year about -i\ weeks in the Fall I pre- Christnias) and about two weeks in the Spring. Inning is on a hand-to- mouth basis the remainder of the time. This has one advantage, however: it permits a very accurate appraisal of advertising impact. Radio was selling watch bands, more bands than ever before. Vgenc) and companv officials were jubilant. The show -tailed promoting indi- vidual model-, such as the Fiesta, as well as the name Speidel in connec- tion with all models. Spot (berk- on a Vlonda) morning after a previous 60 SPONSOR night's broadcast always revealed im- mediate calls for the model featured. Jewelers began to report increased traffic as people rapidly took to the idea of watch bands as something beautiful and desirable in themselves, instead of merel) a string to clasp a watch to the wrist. The hoped-for re- sult of jewelers pushing the company's products was achieved. Another thing jewelers like about the increased traffic is that it is com- posed largely of men and women who seldom entered a jewelry store before except to buy a watch or visit the re- pair department. This, of course, tends to break down resistance to visit- ing jewelry stores for numerous med- ium and relatively low-cost items more commonly bought by most people in drug or department stores. Window displays tieing in with Stop The Music are furnished free with cer- tain minimum orders of Speidel goods. With a little more than seven months of network broadcasting in 1948, the company increased its business 25' < over 194-7. This increase the firm credits almost entirely to its radio pro- gram. Instead of the $600,000 orig- inally earmarked for the 1948 cam- Ridin' High! The Texas Rangers transcriptions of western songs have what it takes! They build audiences . . . they build sales. The price is right — scaled to the size of the market and station, big or little, Standard or FM. And The Texas Rangers transcriptions have quality, plus a programming versatility that no others have. paign, Speidel finally spent in the neighborhond id s77o.OOO. This in- cluded something under $300,000 for a double-page spread and five full pages in Life, three full pages in Ladies' Home Journal, trade papers, and direct mail. The main point of pressure is on consumers. The company plans to spend at least as much on advertising for 1949. Of- ficials naturally regard Stop The Music as the 1949 advertising main- stay. Just how the remainder of the budget will be spent, and whether it ma\ be revised upward, depends on what the companj decide- to do about television. They arc as yel undecided whether to experiment now when low rates and choice time can be obtained, or wait six months to a year when larger audiences are available. There's nothing indecisive, however, about the was Speidel is capitalizing on its conversion of a utility product into a gift item by the use of network radio and smart merchandising. How many advertisers land in radio's ex- clusive top ten with their first radio dollar? And then increase their sales 25 All i in one war. 28 FEBRUARY 1949 61 SPONSOR SPEAKS Is 8MB Worth Saving? The problem is clear cut. Shall the Bmadcasi Measurement Bureau be amputated from the body broadcast. 0] shall it be improved and continued? BMB is the second tripartite effort in the research field to suffer from com- mittee-itis and personalities. It is the second research organization to have the best fact and figure brains at its disposal which has delivered facts and figures which do not tell the truth about listening. The first was the Co- operative Analysis of Broadcasting (CAB), which died under the con- sistent attacks of C. E. Hooper, because its facts and figures wouldn't stand up under analysis, and because it cost too much to operate. BMB is essential to advertisers if they arc to be enabled to use broad- casting intelligently and profitably. No other organization even pretends to report listening for all of the U. S. on a station-by-station basis. This is no reflection on A. C. Nielsen or C. E. Hooper. The former, with few excep- tions, reports on national listening. not individual areas. Hooper covers 100 city areas, but does not cover non- telephone homes nor non-metropolitan homes. The U. S. Hooperatings are network reports not individual < it\ area indexing. They do cover, in a manner, which many researchers still refuse to accept, telephone and non- telephone homes as well as rural areas. sponsor calls upon all who live by broadcast advertising to support BMB not only by subscription, but by work- ing within the organization to keep it research-correct. There is a tendency to follow the lead of some industry factors and to try to control it by refusing to subscribe. These men think this is the way to correct BMB mis-figuring. No research organiza- tion can be kept alive by undernourish- ment. SPONSOR asks all who believe in honest research to subscribe and to fight like hell to keep BMB facts and figures the best that money and re- search brains can buy. If BMB is permitted to die it will take years to replace it. Its needed now during broadcast advertising's transition period. It need not be called BMB nor need it be a tripartite effort. What's needed is a nation-wide indus- try owned organization rendering re- ports on station coverage. Agencies and sponsors also have a stake in good broadcast research, and it's time for them also to start talking in terms of the buver as well as the seller paying part of the research bill. TV Needs Spot News Broadcasting, through TV. is losing one of its valuable assets — the public acceptance of it as a major news medi- um. TV is doing a consistent job of chasing viewers to newspapers for their news. TV set owners seem to forget that radio is still covering the news effectively. All recent surveys indicate that thus far television hasn't done a good job of covering news visually. This isn't surprising because the mo- tion picture industry never attempted to be a spot-news medium, and most newsmen in the visual air medium have come from the newsreel industry. Its not easy and it's expensive to be on top of the news pictorially. either via remote pick-up or film. The news- front is global. The top news of the day may originate in China. Alaska, or the Argentine. With radio it is possible to give on-the-spot reports of earth- shaking events. Radio is able to call on all the facilities of the great news- gathering organizations, plus its own staff men. As yet there is no way pictorially to blanket the world. Never- theless the way must be found. Tele- vision newsmen must not forget the lesson that radio has learned. Yester- day's news is dead news. Applause To a Contemporary When a research organization with man) sources open in it turns to a trade papei for its population figures, that rates applause for the trade publi- cation and for the entire trade publish- ing field. After months of squabbles about its population figures, which men like Ed Crane) n man) grounds, the Broadcast Measurement Bureau has announced thai ii \\ ill use the population estimates of Sales Han agement as the base foi projecting the radio homes ,,( the I . S. and individual station eoveiage. Sales Management has spent a number of years develop- ing sources for population reports. Its market reports, both as to population and buying power, have seldom been questioned despite the fact that it has been increasingly difficult to do a cen- sus study during the years when popu- lation shifts have been as pronounced as they have been during the past ten years. Sales Management has taken as its specific province the reporting of the market facts of America. There have been limes when its estimates h.ive been far more accurate than the ( ensus Bureau itself, although Sales Management has seldom done any crowing aboul the matter. sPonsok pa\s ihis tribute to a ciin- temporar) because ii believes in the job which a trade publication must do for the field it represents. Since sales quotas and objectives can never be sei without real market facts, it's logi- cal that Sales Management set its sights on giving its readers these figures. Without facts, without figures, no business or medium of advertising can profit, sponsor has set itself the objective of reporting the facts of broadcast advertising. It has run across the fact that population figures used in the industrv have not always been satisfactory Its happv that the industry, in the person of iis research Organization, has turned to an un- questioned source. Sales Management for its information. Its a tribute to research and Sales Management. It's also a tribute to good trade journalism. 62 SPONSOR WATTS, IS FOR RESULTS... r~~\\ «- V W mm \MM \kkm Call or write your nearest PETRY office WJR CBS 50,000 WATTS I' Ch« THE GOODWILL STATION, INC. fisher bldg. DETROI EN G. A. RICHARDS v.nairman ot rne ooara HARRY WISMER ■he Pr«*id»nl IT'S RESULTS THAT COUNT! Put a radio program to a vote, and you'd probably get as many expert opinions as there are experts. But your final authority on programs are the sponsors who measure them in terms of RESULTS! Since IT'S RESULTS THAT COUNT, you can't blame WJW for being a bit chesty, because letters like the ones below are coming in regularly! THE CLEVELAND COCA-COLA BOTTLING COJJMNT ♦ • BASIC ABC Network CLEVELAND 850 KC 5000 Watts REPRESENTED NATIONALLY BY HEADLEY-REED COMPANY MARCH 1949 • $8.00 a Year The automotive_picture — p. 21 La Rosa aims at 1 ^.market — p. 26 How to ma 1 ^ wsreel — p. 29 £\vhlLi ray Yes, proper coverage is essential when you spend your radio advertising dollar. Station WJR with its 50-thousand watt signal covers the densely populated areas, the little towns and remote places. 97.4% of the population of WJR's listening area own radio sets. That is proper coverage. That is why WJR is Michigan's greatest advertising medium. Call or write your nearest PETRY office WJR CBS 50,000 WATTS FREE SPEECH MIKE THE GOODWILL STATION, INC. -Fisher Bldg., Detroit G. A. RICHARDS Chairman of the Board FRANK E. MULLEN Preiideni HARRY WISMER Ant. to the Pret. TS.. .SPONSOR REPORTS.. ..SPONSOR REPORT 14 March 1949 Fortune finds radio first U.S. leisure- time activity Flower seeds are big 1949 premium NAB fights secondary boycotts Little new on TV in Europe WMGM thesis: radio-here-to stay William Morris first in TV talent business Anti-chain store law reduced Newspapers lead in TV station ownership Radio is still America's number one leisure-time activity, accord- ing to Elmo Roper's latest survey for Fortune (March 1949). Men reported they turned to radio first 51% of time, and women stated they turned 54% of time. -SR- Flower seeds are back as premiums in big way. Procter & Gamble is using seed offers on six daytime serials, and General Foods on one. P&G's offer is a part of $50,000 prize contest. GF's is a self- liquidating box-top and 150 deal. -GR- NAB's fight for amendment to Senate Bill 249 to prohibit secondary boycotts is in reality a fight for entire advertising business. Danger of unions picketing places of business of advertisers when media they use is struck continues to raise ugly head, and only Federal action can prevent it. -SR- Progress is being made on TV in England and France but General Sarnoff (Chairman of the Board of RCA) reported, following his recent six-week trip, that he had seen nothing abroad to indicate that developments had reached impo rtance to U.S. -SR- WMGM, N.Y., is becoming big entertainment business — part of Metro- Goldwyn-Mayer but something that MGM never had before. MGM record division is using WMGM studios for recording, many MGM stars are transcribing special shows for WMGM, which will be syndicated. Station's operation is based upon radio-is-here-to-stay basis -SR- William Morris talent agency is number one in TV at present. In band business it runs last of important agencies. First in band business, on or off the air, is Music Corporation of America. -SR- Ten of 28 states which have had anti-chain store legislation on books have repealed discriminatory law. In each of states, case against lav; was taken to people in part via airwaves. -SR- Newspaper publishers lead all organizations interested in TV, according to FCC. Publishers represent 31.3%, broadcasters (broad- cast station owners, who are publishers not included) 16.1%, motion picture theaters 6.6%, and manufacturers and retail merchants 6.1% each. SPONSOR, Volumi I, No 8, 11 March L949 Publi lied every othei Mondaj bj SPONSOR Publical as Ii i, Baltimore 11, Md. Ai latum Offices 10 West 52 St., Nm \"^k 19, NY. .?S a year in U. S. $9 elsewhere \ii 14 MARCH 1949 'REPORTS. ..SPONSOR RE PORTS. .. SPONSOR ft Fifth net in 1949 FCC did not force Berle and Godfrey vacation NBC-CBS TV battle is on Sponsors buy first and second picture rights Lever Bros. turns to "big" packaging Baseball on air tops this season Fifth network long talked-about seems destined to become reality in 1949. Several top-flight radio station executives will head up new web and money will come from national investment house. -SR- Word-of-mouth propaganda anti-Berle and Godfrey is circulating to effect that their month vacation was an enforced one — enforced by Federal Communications Commission. Check with Washington reveals FCC had nothing to do with Berle and Godfrey needing rest. -SR- NBC still leads networks in selling "big" TV networks to sponsors. Harry Kopf, NBC sales v. p., claims that NBC TV stations had 128 hours of commercials, while nearest competition had 35. Week of 2 January was used for comparison. CBS currently reports 18 sponsors, NBC 24. CBS claims to have 7 more signed, while future business on NBC is not available for publication at this time. -SR- More and more sponsors are becoming interested in buying first and second rights of motion pictures. Producers sell pictures at less than actual cost, gambling on fact that they'll be worth more after first and second runs since TV will be nationwide for re-run rights. American Tobacco has deal like this for its "Your Show Time." -SR- Two major network programs, "Amos 'n Andy" and "Big Town", are feat- uring Rinso's "giant-size" package. Lever Brothers' deal is based upon feeling that appeal of size and price are synonymous. Price is currently becoming more and more vital to making sales. -SR- Baseball will be heard on more stations this season than ever before in history of broadcasting. In some areas, mostly hot minor-league towns, TV will be forbidden, but these areas are very few. Atlantic Refining will have just as big baseball schedule as previously, using three TV stations in Philadelphia in order to present all home games of Quacker City teams. CAPSULED HIGHLIGHTS IN THIS ISSUE The automotive picture is an index to the economy of a great section of America's working population. How the automobile industry is using radio is reported in detail in this issue. page 21 Letters tell many stories and not the least of the tales is what they reveal to sponsors. page 25 Selling in both English and Italian at the same time isn't easy. La Rosa has found how to do it with a Skippy- type English show and a typically latin variety-drama program Page 26 Wire, tape or transcription? That's the question which Mr. Sponsor Asks in this issue. page 46 FAX! What is its present status? page 32 What's the Outlook? It's becoming somewhat muddled but SPONSOR'S editors forecast with facts, figures, and no crystal ball. page 12 TV Newsreels are vital. How INS-IMP builds one is presented with three pages of pictures. page 29 IN FUTURE ISSUES What makes a soap opera tick. Automobile dealers on the air. 11 April 28 March Mr. Sponsor Asks: "What about radio and TV rates? Can they be integrated? 28 March NAB projects? What do agencies and sponsors think of them? 11 April Will there be 3.000 stations in 1952? 28 March SPONSOR HIGH SETS-IN-USE OUTSIDE OF SALT LAKE METROPOLITAN MARKET For years time buyers have speculated that smaller urban centers and rural areas probably listen to their radios more frequently than do city dwellers in metropolitan centers. An accurate measurement of comparative sets-in-use was made in the Winter, 1947 Intermountain Hooper survey. Comparing the sets-in-use in the Salt Lake City metropolitan area with the sets-in-use for the 1 3 outside Intermountain cities, it was found that there are 52.6% more sets- in-use in the 12:00 Noon to 6:00 PM period, and 100% more sets-in-use in the 8:00AM to 12:00 Noon period! SETS-IN-USE - Monday through Friday - Winter, 1947 TIME SETS-IN-USE SETS-IN-USE 13 INTERMOUNTAIN NETWORK CITIES . ..„_ r OUTSIDE OF SALT LAKE CITY aAU UIT 8:00 AM- 12:00 Noon 28.3% 14.0% 12:00 Noon-6:00 PM 29.2% 19.2% The high daytime tune-in in the beyond metropolitan areas of the Inter- mountain West means that in many areas the daytime advertiser on Inter- mountain Network secures sets-in-use equal to nighttime listening in the Salt Lake metropolitan market. SETS-IN-USE • Winter, 1947 Hooper Survey CITY EVENING SETS IN USE SUNDAY THRU DAYTIME— MONDAY THRU SATURDAY 6:00 PM— 10:00 PM FRIDAY, 8:00 AM — 6:00 PM Salt Lake City, Utah 35.6 Rock Springs, Wyoming 32.7 Price, Utah 40.0 Billings, Montana 37.8 Casper, Wyoming 31.7 Idaho Falls, Idaho 32.2 Powell, Wyoming 32.2 Miles City, Montana 28.8 THE INTERMOUNTAIN NETWORK Inc. , Inc. National Representatives Now York Chicago lo* Anrjclc Son Francisco Atlanta 14 MARCH 1949 MOl 3 NO. & AA m® A949 SPONSOR REPORTS 40 WEST 52ND NEW AND RENEW OUTLOOK | P.S. MR. SPONSOR: JOE ALLEN THE AUTOMOTIVE PICTURE LETTERS TELL A STORY LA ROSA FARM RESULTS i BUILDING A TV NEWSREEL FAX MR. SPONSOR ASKS §1 BERLESDAY 4-NETWORK TV COMPARAGRAPH TV TRENDS CONTESTS AND j OFFERS SPONSOR SPEAKS APPLAUSE ! 4 9 12 14 18 21 25 26 28 29 32 45 60 63 68 71 74 74 Published biweekly Ijy SPONSOR PUBLICATIONS INC. Mortal, anil .vi > 10 West N i . Ti li phom Plaza (Jhlcaito Oil Michigan A enue. Telephone: Fin- ancial IS50. Publication Offices: 32nd and Elm, Baltln Mil. Subscriptions: United States $8 b ret i inada $9. Hlnnle copies 60e. 1'rlntecl In D. 8 A. Copyrlgh SPONSOR PUBLICATIONS INC. i Publisher: Norman It. Glenn. Secretary G I lo i'pli \t Koehlcr. A i ... Bannlsti Charles Sinclair. Dun Itl-hmnn. Researcher: Stella B Howard Wi I i i ■ .■ mi nl ,M. II l.eli Manaxei i Jerry Glynn .ti : . Dun - an a H oil & i i ti K Co., Mill HI. Ik. circulation M I i o\ l.ic I'll TI HI. i licvroli'Cs Soap I I mal efforts, ti i. u. 400 West 52nd UNDERESTIMATING KHMO I wonder if the editoral department of spo.nsou leads the advertisements published in \oiir magazine. For some months now we have been advertising the fact that KHMO oper- ates at 5,000 watts on L070 kc, and in one of your January issues you stated thai KHMO was "250 watts." Wayne W. C.ribis Si ni ion Manager KHMO Hannibal. Mo. LIKES BIWEEKLY I like your magazine very much and feel that the change from a monthlj to a biweekly was a very good one. I was very glad to see that the qualit) of the articles and news did not suf- fer by the change, and hope that you will keep up the good work. Robert G. Hazelton Advertising Manager Rubsam &■ Horrmann New York RURAL REPRINTS We should appreciate receiving a reprint of your scric- uf five articles on the listening habits of people in rural communities. I hank \ mi for 5 our cooperation in ihi^ matter. Pauline Manjn Media Director /.lone. V. Y. • In reply to the many requests for SPONSOR (arm serio, reprints are not available. The indi- vidual issius in which the series appeared arc Octo- ber 1948, November 1918, December 19-18, ? Janu- ary 1919, 1" January 1949. IMPORTANT "FIRST" Head the article in sponsor, Januai j 31 issue, "Commercials with a Plus". Thought lliis was an excellent feature but incomplete. \\ h) ? ( lause \ mi omitted perhaps the most revolutionarj idea in transcribed com- mercial announcements namely, the I llman Jingle Librarj which includes sing ing announcements foi 18 types nf business. I think you'll agree that in> outfit produces i package that consist - i>l (>72 sep irate j ingles {4S i Please turn to page 5 / ) Your Sales in Houston will Match tj this Index WHEN IN THE SOUTH'S FIRST MARKET All "vital statistics" show that Houston and its great Gulf Coast market are growing lustily. Department store sales are up 23 r/ for the first 1 1 months — tops among Texas cities. Building per- mits for 1 1 months jumped from $65,080,064 in 1947 to $92,273,372 in 1948. Harris County population increased from 740,000 to 780,000. To sell Houston and the Gulf Coast, buy KPRC — FIRST IN EVERYTHING THAT COUNTS. §£?&„ HOUSTON 950 KILOCYCLES • 5000 WATTS NBC and TON on the Gulf Coast Jack Harris, Manager Nationally Represented by Edward Petry & Co. ^ WAI I Has The Buying Auviehce! I cJ.""1^- ^U^J^-O °'»'0. .. "W !fa Complete Sellout . . . the new item sold out com- pletely in Marshall Field & Co. and the Fair. '» ^948 tr"ct _ t.hf venth JWeiy te8t ^"t raenjj Ae r„ 3 PW?°U nn -or t- Job, "e veef "p the 5^ the good on; WAIT Responsible The only advertising used was the promotion on your program. ■" i-o... ■T.at°r;r. •K - 'nPor- on ana oom, "a v B* or'tS2d|tt«tf4 Pr°^tSf ^gethe ■* or- 1 the r'«ni on t; ."oiUd. =V >:°Pe ana • "^a ar, *»uea: PWeo 1 t . Nalleyi Inc. Tacoma Wash Mayonnaise Condon, Tacoma Wash. National Kids' Day Foundation, Inc Juvenile delinquency prevention J. Walter Thompson, L. A., for publ rel Thomas Nelson & Sons, N. Y Book publishers Wertheim, N. Y. Northern California Food Dealers Assn, Sacramento Calif Trade assn Beaumont & Hohman, S. F. Pacific Turf Club Inc. Albany Calif Golden Gate Fields rare track Russell, Harris & Wood, S. F. Prestige Inc, N. Y Women's hosiery Roy S. Durstine, N. Y. Procter & Gamble Co, Cinci Bonus Compton, N. Y. Ruby Chevrolet Inc, Chi Automobile dealer Kraufman, Chi. Rum & Maple Tobacco Corp, N. Y Tobacco Gelles, N. Y. Sayman Products Co, St. L Soaps, salve Olian, St. L. A. F. Schwann & Suns, l..u Claire Wis Meat packing C. Wendel Muench, Chi. Standard Brands Inc, N. Y Tender Leaf Tea, Teaballs, Instant Tender Leaf Tea Compton, N. Y. StonekoU Co of 111. Inc. Chi Simulated stnnc plastic sidings Louis A. Smith. (In. Company of America, N. Y Candy, grocery products Moselle l«- syrups, M. ii -luii.il .> Creme H. W. Kastor, Chi. Vernor Ginger Ale Co, Detroit Ginger Ale Zeder Talbott, Detroit Viviano & Sons Mfg Co, St. I Macaroni products Maurice Lionel Ilirsrh, St. L. Whiting Milk Co, St. L Dairy prods Chamber! & WUweli, Boston /u.ii Industrie!, Zion III Fig bars, cookies, candies Gnodkind, Joice & Morgan, Chi. i> r ANNOUNCING SINGING ANNOUNCEMENTS FOR 48 TYPES OF BUSINESS Appliances Auto Accessories, Tires Auto Repair Bakeries Beauty Parlors Book Stores Breweries Camera Shops Children's Shops Coal and Ice Commercial Banks Credit Clothing Dairies Department Stores Drive-In Theaters Drug Stores Dry Cleaning Farm Equipment Feed and Grain Florists Food Stores Fuel Oil Furniture Stores Furriers Gas Stations Hardware Stores Ice Cream Jewelers Laundries Loan Companies Luggage Stores Men's Clothing Movers and Storage Movie Theaters Music Stores Opticians Optometrists Paint and Wallpaper Real Estate & Ins. Restaurants Savings Banks Savings and Loan Shoes Soft Drinks Sporting Goods Taxi Companies Used and New Cars Women's Apparel Straight copy is dull. Musical Spot- Frames sparkle and sell. Here, at last, is a new way to increase station income! The life blood of your station is spot announcements. Now you can sell more local business with jingles that are comparable to the best national spots. Jingl-Library* with "singies" for 48 different kinds of local accounts, was created by nationally known writers and tal- ent. It will be available to only one station per market. The 672 jingles sparkle with fresh ideas — each one irresistible and different. Each category has 14 versions. They are designed for chain-breaks and minutes with plenty of room for live copy. In addition, there will be special monthly re- leases. This brand new idea gives you, exclusively, selling ammunition to stimulate new business. The cost is unbelievably low! Wire or phone for Audition Record ($2.50 Deposit) No Options! One Station per Market! QUICK FACTS 48 Different categories 14 Different jingles per category 672 Jingle cuts Additional monthly releases * Registered Trademark RICHARD H ULLMAN, INC. 277 DELAWARE AVE., BUFFALO 2, N. Y. • PHONE CLEVELAND 2066 Forecasts of things to come as seen b\ radio authorities Outlook Reduced travel hits railroads and airlines Railroads are feeling the pinch of reduced leisure traveling. Many, like the Pennsylvania, have reported red operation for February. Only roads that are basically freight rather than passenger carriers are operating in black. Association of American Railroads, which is sponsoring an ABC net- work program may shift its institutional copy to a direct selling approach as has the New Haven Railroad already. While most lines have not been reduced to the bank- ruptcy stage of the Long Island, some are close to it. Among airlines, only Eastern is operating profitably. U. S. world trade off and expected to decline further U. S. world trade rose 6% in 1948 — but in dollar value only. Actual volume of merchandise and food trade dropped 4/r . Outlook of 1949 is not only for a decrease in volume, but in dollar value as well. More necessities, which have represented the bulk of U. S. exports, are being supplied locally. Luxuries are making their appearances on European market and are being advertised on the few commercial continential broadcasting stations, but since there's still no dollar exchange available, luxury exports are designed almost solely to keep trade names alive. Truman's business leader conferences do help Although President Truman's conferences (behind closed doors I with business leaders do not seem to have pro- duced any pro-business attitudes on the part of the Presi- dent, they have. The recent easing of credit buying regu- lations is directly traceable to one such conference, though outwardly the Federal Reserve Bank alone was held re- sponsible for the change in regulations. Immediate result of the easing was the return to the air of a number of re- tail furniture and appliance merchants. Picture-to-picture thinking in Hollywood Long term thinking is gone from motion picture industry. \ '.ii ago most important Hollywood film producers were planning pictures years ahead with George Gallup's organi- zation being called in to pretest each picture. Todaj onlj one motion picture organization is doing anj pre-shooting testing. Gallup has cut lii- '-tall drasticall) and is ex- pecting liis radio and l\ research divisions to carrj a major pari of his organizational e\pen-es. All that pro- ducers can lliink of is what their last picture grossed. Hartley, now TOU head, plans to use broadcasting Ex-congressman Hartley (Taft-Hartley Act i who recently become head of the right-of-center Tool Owners' Union (not truly a union but an association representing stock- holders and other investment holders I will take the case of the TOU to the people in a series of broadcasts. TOU has thus far used only newspaper advertising but Hartley, seeing what broadcasting has accomplished in directing public opinion, wants to take to the air. FCC withholding motion picture producers TV licenses Since ownership of theaters by motion picture producers have prevented a free market for the producers' films, in the eyes of the Justice department, it's expected that the ownership of telecasting stations by film companies may be adjudicated in the same category. Justice Department and Federal Communications Commission have had un- official talks about the matter. FCC doesn't want to grant licenses which will later bring about restraint of trade suits. European vacations being urged by U. S. "Tourism," the trade name for travel-vacations abroad, is being pushed by both U. S. and foreign governments. Travel agents in the States are being urged to advertise the pleasures of postwar European travel. A number of agents are buying small radio series with even the Ameri- can Express eyeing a selective broadcast schedule. Appeal is "you get more for dollar — in Europe." Idea is to get some U. S. currency in Europe without the ECA. International Harvester dealers backlog being eased International Harvester, which has sponsored a half hour on the air all through the period when it was oversold, reported a new sales high for its quarter ending 31 January 1949. At the same time it indicated that IH dealers no longer have bare showrooms and were in many cases able to make deliveries "off the floor." Dealers are starting to do some selling. Scrap shortage continues as steel tightness eases Despite the fact that the gray market in steel is rapidly being erased, the need for metal scrap continues. Steel, which is the basis of all "big industry" is in good supply but it won't continue that way if business lets up on scrap collection and selling. Covernmenl sources are urging a number of firms with broadcast programs on networks to get across the fact that scrap is still needed. Oil producers curtailing output of crude Oil producing companies are considering reducing their flow of crude to come more in line with current consump- tion. Despite increased cars on the road, gas storage tanks are full to overflowing. Expectations are that advertising pressure will be turned on to sell oil burner equipment plus other oil consuming devices, thus taking up slack. 12 SPONSOR The 1^ for Selling Merchandise is GOOD: LOOK WHAT WLS is doing 4UaO ZJ J- responses to the first program . . . that's what WLS produced for an advertiser who offered a miniature model of his product for 4- line jingles accepted for use on the program. A hearing aid advertiser, with 1-minute announcements, offers a hooklet for the hard-of-hearing. Week in, week out. it pays off. Inquiries for five recent weeks: 272 ... 231 ... 212 .. . 229 . . . 257 requests. Espe- cially impressive considering the limited number of people interested in a hearing aid hooklet. Aunt Rita's Children's Hour over WLS (Sunday mornings) offers pencil boxes for riddles used on the air. Every week, the youngsters write in. For five typical weeks the responses were: 1203 . . . 1287 . . . 1569 . . . 1776 . . . 1454. The first Monday morning mail brought 380 inquiries to a farm broker- age agency offering a catalog on its Saturday morning program. X ES, the outlook for selling your merchandise or service is good, if you direct your promotion to the loyal, responsive WLS audience of Mid- west America. Your John Blair man will gladly tell you more. Just ask him. ^2^^^^^^^^^^^^^ 890 KILOCYCLES, 50,000 WATTS, AMERICAN AFFILIATE. REPRESENTED BY JOHN BLAIR AND COMPANY. 14 MARCH 1949 13 Remember the story about . . . Manhattan Island .- 3 that grew into the ■Mfffl World's Greatest City The phenomenal growth of New York City is not un- like the growth of W-W-D-C in Washington. It started out small and then it grew — and grew — until today it's the red-hot buy in this rich market. Your sales message over W-W-D-C will get quick, profitable results. Call in your Forjoe man and get the whole story today. WWDC AM-FM-The D. C. Independent Repreiented Nationally by FORJOE & COMPANY New developments on SPONSOR stories p.s See: "Soft Drink Leadership" ISSUe: January 1948, page 27 ^llhiPft* White Rock, Hires drop radio, while 3UU|eu. pepsj.Cola adds network show. The real troubles of soft drink satraps and their bottler subsi- diaries and licensees aren't with the public — yet. Contrary to im- pressions reported in the trade press, the trouble so far is mostly within the industry. No national advertising budgets of any con- sequence have been slashed. Average per capita consumption of bottled soft drinks in the United States was up last year from 141 bottles to 145 bottles a year. These are estimates by the bottle crown industry. The fear that plagues individual bottlers (and manufacturers, too) i- that if they up the price per bottle, as they'd like to do, the public will rebel, go on a buyer's strike, and destroy them. Wholesale pi i cs per case have advanced from an average of 80 cents to a dollar, and sometimes more. A year ago. the majority of bottlers could figure on a margin of eight to 12 cents per case. There are three or four thousand bottlers now who would be happy with half that margin. The industry, squeezed between the rising costs of raw materials and production and their fear of consumer reaction to further price increases, is still searching for an answer. Meanwhile, advertising tactics of individual manufacturers seek to extract the most from competitive situations. White Rock Corp.. for example, wanted to capitalize on its long-famous trademark Psyche, the sprite kneeling on a rock, gazing at herself in a pool of water. This strong visual association is a quality possessed in the same degree by no other soft-drink product. With the adver- tising budget at its disposal, the company felt it couldn't dominate its markets with selective radio, and also give Psyche the desired promotion. White Rock is therefore out of radio indefinitely, except WNEW and WCBS, New York, and will concentrate on saturating its markets with color billboard impressions of the sprite on the rock. Following a trend in the industry, the Birele) s Division of Gen- eral Foods Corp. is going out of the bottling end of the business, and is selling its equipment and licensing local firms to bottle and distribute its non-carbonated orange land other) flavored drinks. About one bottle of a (soft) non-carbonated beverage is sold to every 75-80 carbonated. Nevertheless, the popularity of non- carbonated drinks is increasing, according to Bireley officials, and lhc\ arc expanding their facilities for producing concentrates. Tru- \de. Inc.. Chicago, another non-carbonated beverage, is also ex- panding its markets and using local selective radio to help get fast distribution for each newly franchised bottler. Pepsi-Cola Co., which up to this year relied on national selective radio and its famous Croom-Johnson and Kent jingle, has taken a new plunge into network radio with a well-tried melodrama, Counter- spy, two nights a week over VBC. The famous jingle, sans both the n'nkle and the twice-as-much theme, is now selling Pepsi '"/est" and "best."' Hires Boot Beer is out of network radio. Coca-Cola spent about s !!'..( II H).(IUI) last \ear for advertising probably the largest amount ever spent in a year to promote a nickle product. Now the accumulated weight of consumer demand from years of hea\ \ air and other advertising has caused Safeway Stores to resume handling Coke after main \ears. Coca-Cola's financial statement for L948 showed a whopping net income of s.l.I.T'M. I Til. in $8.22 a share, compared with $7.59 a share for L947. \\ hai wasn't stressed was the fact thai the final quarter showed a whopping decline against I ') 1 7. final quarter I'll!! net was $5,574,073, against L947 last quarter total of w7. 1 1 1 ,528. 14 SPONSOR NYONE IN tacoma can tell you about this Washington mountain. It's as familiar as ABC in Tacoma where 80% of the radio families listen regularly to the Coast's most powerful network. In 42 Coast towns (and 97 counties) ABC has at least 50% BMB penetration. Ian YOU NAME what kind of fruit is almost as num- erous as ABC listeners in Watsonville, California? These blossoms should give you a clue. And to reach Watson- ville's radio families, take your cue from BMB which proves 84% of them listen regularly to ABC. Outside markets or inside, big or small— ABC delivers them all. D -P W oom-day mementos from 1849 are preserved in this landmark, as familiar to Sacramentans as the ABC spot on the dial. To hit a 1949 bonanza in Sacramento, switch to ABC. Even before KFBK boosted its power to 50,000 watts, BMB said ABC reached 89% of Sacra- mento's radio families. On the coast you cant get away from ABC FULL COVERAGE . . . ABC's improved facilities have boosted its coverage to 95.4% of ai.i. Pacific Coast radio families (representing 95% of coast retail sales) in coun- ties where BMB penetration is 50% or better. IMPROVED FACILITIES. . .ABC, the Coast's Most Pow- erful Network, now delivers 227,500 watts of power— 53,500 more than die next most powerful network at night. This includes four 50,000 waiters... a 31% in- crease in facilities during the past year. LOWER COST. . . ABC brings you all this at only $1,275 for a night-time half-hour. No wonder we say— whether you're on a Coast network or intend to be, talk to ABC'. GREATER FLEXIBILITY .. .You can focus your sales impact better on ABC] Pacific. Buy as few as 5 stations, or as many as 21— all strategically located. THE TREND TO ABC... The Richfield Reporter, oldest newscast on the Pacific Coast, moves to ABC after 17 years on another network, and so does Greyhound's Sunday Coast show— after 13 years on another network. KEY A— Mount Rainier B— Sutter's Fort C— Apples ABC PACIFIC NETWORK New York: 30 Rockefeller Plan ■ Circle 7-5700-Detiioit: 1700 Siroh Bldg. • CHerry 8321-Ch.c»co: 20 N. backer Dr. DElaware 1900- Los Anceles: 6363 Sunset Blvd. • HUd.on 2-3141 -Sam Francisco: 155 Montgomery St. • EXbrook 2-65 14 MARCH 1949 15 * . , s> lie ones ihd bigger average audience than any other Twin Gity station! (Throughout the entire 6-state WCCO area surveyed by the CBS-WCCO Listener Diary in May 1948, WCCO averages 2007° more listeners than any other Twin City station.) With Summer retail sales in WCCO country soaring well over $699,000,000 — just about as high as in any other season — it's no wonder that 48 major local and national spot advertisers (307 more than the year before) stayed "on the job" on WCCO all year 'round last year . . . Fall, Winter, Spring and Summer. They found WCCO sends sales up with the temperature ! To land your customers, use WCCO without a Summer hiatus. Make your reservation with WCCO or Radio Sales... for 13 wonderful weeks with pay! All source material available on request WCCO Minneapolis - St. I'aul .70.000 trail* Columbia Oirnetl llflirt'st-nlfil bu II VIM O SALES for profitable setting - INVESTIGATE WDEL WILMINGTON DEL. WGAL LANCASTER PENNA. WKBO HARRISBURG PENNA. ' WORK YORK PENNA. WRAW READING PENNA. WEST EASTON PENNA. Represented by WBk ROBERT MEEKER ASSOCIATES New York • Chicogo Son Francisco • Los Angeles Clair R. McCollough Managing Director STEINMAN STATIONS Mr. Sponsor Josvph M.Allen* Assistant vice-president Bristol-Myers Company, N. Y. Joe Allen will try anything that promises to sell Bristol-Myers products. Associates call him cautious, but he tried the new-fangled medium called radio in 1925. He is experimental without being spectacular. He's used one or more shows continuously since his first plunge, 24 years ago. It probably gives him a claim (though he'd never make it) to longer, more varied experience with radio advertising than any other national ad-manager to do sales promotion. He's a native New Yorker who came to Bristol-Myers from the Curtis Publishing Co. They found out he liked and understood people, so he got the job of personnel manager. He landed in advertising because he knew a lot about moving people to action. In the Summer of 1946, when most agencies were firmly advising clients that commercial television was ten years ahead, Joe Allen huddled with Doherty, Clifford, and Shenfield executives, decided to prospect the visual air. He wanted a cartoon show. Jose diDonato, then in charge of TV production for D-C-S, showed him a picture storyboard depicting a sequence layout of the proposed format. When diDonato started explaining it. Mien stopped him. "These pictures tell the story,*' he said, then went on to explain his feeling that a video production which told its story properly shouldn't be cluttered with unnecessary talk. Allen is a persistent student of all his media. The day he first heard about a baloptican unit being used in a production, he went right down to the studio on his lunch hour to see what it did. He's on hand for most broadcasts and at one time attended all rehearsals. He works closely with the producers of his current radio and television network shows, Duffy's Tavern and Mr. District Attorney (NBC) and the video Break the Hank (ABC). But they know what he wants and he never tries to interfere with their jobs. People with whom he's worked closely affectionately refer to him as "Uncle Joe." The company appreciates the fad that associates work with him without getting ulcers, and it made him vice president in charge of all advertising (February 19461. They expect him to get maximum results from a budget of eight million dollars in 1949. Sr. Mlogether, the broadcast end ol the total Ford budget (about B12,000, I) will i ml foi at least 60^5 of the over-all figure. • In \ slei ' "i poi at ion. one of the latest major anto firm- to I"' founded i 1925 i . was the last ol the ma jot automakers to bring out its 1949 line, and advertising plans have not com- |)letel\ jelled as SPONSOR goes tn press. So far. the DeSoto-lMvinouth dealers, a hard group to please all at once w ith any one radio program, intend to con- tinue with Hit The Jackpot on CBS. \u i it her network radio or TV plans have been announced, and none is expected, although (ihrvsler wa» \\-\wj. radio as early as September l')27. However, there will be separate na- tional selective campaigns apart from the dealer-manufacturer co-op budget campaigns. Dodge. DcSoto and I'ly- ii outh will have campaigns this month (March i running on over 200 sta- tions each in radio with e.t. station break and selective announcements. TV campaigns are expected to come later, both on a straight advertising and dealer basis. Altogether, about 30- 10' ( of the total Chrysler ad figure of some $10,000,000 will go for some form of broadcast advertising, the rest going into newspapers, magazines, and outdoor media. Kaiser-Frazcr. the industry's "John- nv -c.iinc l.itclv . Iia^ one of the big- gest budgets percentagewise in the auto industry for broadcast adver- tising. About $1,250,000 of the na- tional budget will go into sponsoring \\ alter \\ inchell on ABC, and stressing the dealer angle (as does most of (Please turn to />ogr 12) 24 SPONSOR HANDLING MAIL AT STATIONS AND NETWORKS IS VITAL OPERATION. SPONSORS CAN GET EDUCATION VIA STAMP ROUTE Letters tell a story hcllor wiiv io loll how your program sounds in I ho homo over-all Last year, more than three and a half million men, women, and children took pens, pencils, or typewriters in hand and wrote the Mutual Broadcasting System. Some- what less than half that number sped letters and cards to the American Broadcasting Company, while more than a million epistles were delivered to the National Broadcasting Company at its Radio City mail room. But this, however, is only a small fraction of the staggering total of 70.000.000 let- ters received from listeners by U. S. stations, webs, and sponsors. While radio audience mail was slightly off for the whole count rv in 14 MARCH 1949 1948, it was up slightly for the three major networks contributing to this report, and there has been no signifi- cant drop in several years. Audience mail for 1949 already seems headed for an all-time high. To some national advertisers this means nothing. (To current official policy at one network, the Columbia Broadcasting System, audience mail response is not regarded as significant to advertisers). To national advertisers like General Foods. Ronson. Speidel. Philip Morris, and others who have dis- covered the practical uses of listener letters, both solicited and unsolicited, mail response is a healthy sign. More- over, it s important to them because the) are able to use it as a tool in one or more of the following ways: 1. As an indication of program impact in each market where it is heard; 2. As a check on response to pro- gram elements, including personalities: 3. To spike word-of-mouth criticism against both companv. and product; 4. As source of consumer beliefs, favorable and unfavorable, about both companv and producl : 5. To strengthen the confidence and loyaltj of correspondents to the firm and it- products; i /'lease I urn to page 34) 25 La Rosa follows the Skippj pattern Selective* railio isn't now io this Italian firm. Imii ro;i< Eiini: I !■«- ^oncral market is The same incisive business acumen that lifted V. La Rosa and Company from a neighborhood store t., the largest pro- ducer of macaroni products in its dis- tribution area, the Middle Atlantic Slates, has characterized the firm's use of radio ever since it started in that medium in 1930. La Rosa from the beginning knew where it was going and what route it had to take to get there — and it found bilingual broad- cast advertising a dependable convey- ance for traveling that route. I. a Rosa's real beginning as a major producer of macaroni and spaghetti arrived when it became the first Italian manufacturer of those products to package them. I ntil then. the so-called Italian-type spaghetti and macaroni (as opposed to the different- ly-produced American product made by Mueller's and other non-Italian manufacturers) had been sold loose, and brand identification was relatively impossible. La Rosa introduced its traditional Italian foods in one-pound packages in New York, and thereby staited itself on the way to becoming the top name in macaroni products in its area of distribution. The company knew that its econom- ic foundation would have to be the Italian market, that any expansion into the American market would have to come later, and would have to be based on what could be achieved fi- nanciallv through the East Coast's large Italian-speaking population. So La Rosa turned, almost 19 years ago, to radio to reach the huge first- and second-generation Italian-Ameri- can population along the Atlantic sea- board. To insure its sales message getting to the older (and spaghetti-buying) members of Italian and Italian-Ameri- can families. La Rosa went on WOV, the New York station delivering the largest Italian listening audience, with an Italian-language program whose format has varied little in the 19 years it has been continuously on the air since its debut in 1930. The only major differences between then and now are the substitution of recordings for the live singers and orchestras of LA ROSA BEAMS TO ENGLISH-SPEAKING MARKET WITH TRANSCRIBED DRAMA SERIES WHICH STATIONS PROMOTED TO THE HILT *MERXxlJ.AY VomPlete (J CO * EVERY DAY a * * haK hour drama jCLJVOSCI HOLLYWOOD HOLLYWOOD THEATRE "f STARS WCAU M on. thru. Frir 9 : 30 to \0 a.m. * ROGRAMMA ^^ ILBIONDINO TRASMESSO DALLA RADIO STAZIONE wov ALU 12:30 P.M. OGMI GIORHQ oal LUNSDIal SABATO LA ROSA BEAMS TO THE ITALIAN MARKET WITH DAILY VARIETY-DRAMATIC PROGRAM OVER SPECIAL NETWORK FROM WOV the program's early years, and an added emphasis on the serial dramas which have always made up the second quarter-hour of the show. The program is 30 minutes six times a week (12:30-1 p.m.) — the half-hour length being a "must" in Italian- language radio, if the advertiser cares about prestige among listeners. The song-and-drama format is also almost an invariable in this branch of radio selling, and La Rosa was ( and is I taking no chances by not conforming to Italian -language broadcastings mores. The Red Rose Radio Theatre is fed from WOV to an eight-station net- work that includes WHAT. Philadel- phia; WRIB. Providence: WMEX, Boston; WHOD, Pittsburgh; WOKO. Albany; WSCR, Scranton; WGNY, Newburgh, and WGAT. Utica. An indication of the size of the market leached can be seen in the Italian population in the New York metro- politan area alone — 2,100.000 people comprising 562.000 families. Sets-in- use for the latter total 27.6%, as against 23.7% for all New York City families, according to a Pulse survey. The fact that radio seems to be a more important factor as a source of news and entertainment in Italian homes than in New York homes gen- erally is allegedly traced to language and cultural considerations. La Rosa has never doubted that its steady use of Italian-language radio through the years contributed more than its share to the emergence of the company as a leader in the ma- caroni field. But it also realizes that one day in the foreseeable future its 19-year-old standard bearer in radio will no longer be necessary. There is a slow but inexorable change occur- ring in the La Rosa market that some day will call a halt to the firm's bi- lingual radio activities. The Italian market which lor so long had been the backbone of the La Rosa market is gradually d\ ing. The older generation of native-born Ital- ians is giving way to their American- born children and grandchildren, most of whom speak little or no Italian: and Italian immigration into this country has been virtually nil for years. But as the Italian market slowh declines for La Rosa, its progress into the American market has been in- creasing constantly since its distribu- tion through the Northeastern U. S. began to average 90%. Typical of La Rosas inroads into markets other than strictly Italian was the addition of egg noodles to its line of products. (Please turn lo page 52) HOLLYWOOD THEATRE OF STARS IS SYNDICATED, BUT C. P. MACSREGOR MAKES IT A LA ROSA SHOW VIA DISK COMMERCIALS ^BHJHBBBr » Vs' \ 7 r#; fc# #** From rose hushi's to trailers, rural programing delivers top sales at loir cost From Charlotte, Y (... to Des Moines, Iowa, case his- tories based upon farm service programs or announce- ments point to the fact that the rural audience buys and buys and buys. WNAX's report of selling $30,000 worth of farm machinery with a $12.00 announcement is un- usual, but Uiis station's record of delivering sales includes manj other ease histories with just as effective selling. This doesn't mean that the Cowles station promises results at this ratio but that it's reaching farmers who want to buy. It must also be remembered that SPONSOR'S Farm < ase Histories are all based upon advertisers using the know-how of stations for commercials. There have been main other case histories where rural advertisers have failed because they've closed their ears to station men who know the selling answer. Rose Bushes SPONSOR: Charlotte Nurseries AGENCY: Placed direct CAPSULE CASE HISTORY: Selling rose bushes via radio advertising would seem to be somewhat of a problem, which makes the results achieved by Grady Cole, WBT's Farm Editor, rather amazing. In three months of plug- ging the bushes (priced for the first three weeks at $3.95, and thereafter at $1), he pulled 54,412 orders — an aver- age of 575 bushes a day. The advertising came on Cole's early a.m. program six times weekly, with a little later spot on Sundays. Programs feature popular and folk music, news, and home and farm service. WBT. Charlotte. N. C. PROGRAM: "Grady Cole Time' Auto Seat Covers SPONSOR: Gaylark Company AGENCY: Robert Kahn CAPSULE CASE HISTORY: The "New England Almanac" on WEEI was bought for Gaylark, manufacturers of auto- mobile seat covers, with a two-week cancellation clause in case the show didn't pan out. Within ten days the cancellation clause itself was cancelled, and the campaign continued for a full 20 weeks. Results were 3,907 direct orders for $23,442 worth of seat covers, at a total adver- tising cost of $3,496 less than $1 per order. Worthy of note is the fact that the campaign went on in the Fall, not a normal time for car seat-cover buying. WEEI. Boston PROGRAM: "New England Almanac' Machinery SPONSOR: Francis Beehner AGENCY: Flaced direct CAPSULE CASE HISTORY: On July, 1948, Francis Beehner, of Sioux Falls, S. D., bought a 30-second an- nouncement on WNAX to advertise 13 new and used combines. The announcement was broadcast at 6:45 a.m., following Chris Mack's "Farm Journal." All 13 combines — more than $30,000 worth of farm machinery — were sold as a result of the single $12 announcement. Beehner reported that he could have sold the combines within 15 minutes, having received immediate long distance calls from three states, in addition to the many local calls. WNAX, Yankton, S. D. PROGRAM: Announcement Feed SPONSOR: International Elevator AGENCY: Placed direct CAPSULE CASE HISTORY: The Star-Hi Feed Division of the International Elevator Company staged a weight- guessing contest over Star-Hi's Farm Program. The weight to be guessed was that of "Star", a Star-Hi-fed steer, with the first prize being "Star" himself. One of the rules was that no contestant could submit more than one entry. The contest was plugged 25 times over Star-Hi's program, 12:00-12:30 p.m., Monday through Friday. A remarkable total of 901,238 pieces of mail was received, with no duplication from the same people. WDAY, Fargo. N. D. PROGRAM: Star-Hi Breakfast Food SPONSOR: Coco-Wheats AGENCY: Rogers and Smith CAPSULE CASE HISTORY: This breakfast-food adver- tiser had never employed a salesman or a broker in the state of Iowa, nor had he ever used any advertising medium other than WHO. Within six months after start- ing on the station, however, the account had 100% distribution in the area covered by WHO, thereby pre- senting a clear-cut picture of the credit due radio for alone forcing this distribution. An average mail count over a 12-week period totaled 30,216 letters containing more than 36,000 Coco-Wheats box tops. WHO, Des Moines, la. PROGRAM: Farm program Trailers SPONSOR: Kansas City Trailer Co. AGENCY: Placed direct CAPSULE CASE HISTORY: The Kansas City Trailer Com- pany sponsored a campaign of one-minute announce- ments over this Kansas City station, involving a letter- writing contest for I I prizes. Announcements invited listeners to submit in 25 words an explanation of why they would like to own a trailer. First prize was a house trailer valued at $2,000, with ten other lesser prizes offered by the trailer company. Result was a flood of more than 15,000 entries from people throughout the rich Kansas City farm trade area. KMBC-KFRM, Kansas City. Mo. PROGRAM: Announcements PICTURE STORY OF THE MONTH vjr^t**- To make one requires the teamwork of newscasters, news services, and newsreei specialists Ithfl phnf ^or wmcn *ne world is waiting is about to be taken. The INS news cameraman is ready for the King's appearance. The , IIIC OlIUl Guards are drawn up at attention for the state occasion. Everything is in readiness for the world to view via "Telenews" «4 Speed is the essence in building a TV news- reel. This means speed in transportation of the shots; speed in developing, screening, putting the reel together, writing the continuity and get- ting the finished reel to the stations telecasting it. Several attempts have been made to produce effective newsreels. Of these only NBC News and the International News Serv- ice-International News Photos produced Telenews have 14 MARCH 1949 thus far made the grade. NBC networks its newsreei, while INS-IMP syndicate their's to stations all over the U.S. There are tricks in every phase of news gathering and showbusiness. A newsreei is a combination of good reporting and good theater. How INS-IMP work to achieve both through their Telenews is pictured in the pages that follow. OVER ► 29 2ni1 ito UIOW 5Peec's *ne fi'm- '* s flown from London and met at Q fJQUolnninfT 's c°mpleted only through the negative stage in time-saving tech- Ull llO FfUj LaGuardia Field by International News messenger 0 UCf CiUUIllt nique. Minutes are vital. Takes one to two hours to process shot 4CPrOQninfT ^or entire editorial staff is done from the negative. All shots arriving overnight previewed in morning by staff. Editors are used to viewing ' obi CCIIIII ii coverage in reverse (black and white), and make notes of footage they feel each individual clip is worth. Staff previews speed up process 5fnfn °^ King's Guard sequence, among others, 'IdlC is determined at INS production meeting 6piiff jnrr ar"^ splicing mirror the vUlllllc production meeting as far as possible 7 -continuity place. Writer is checking names !■ shipping moves via most expeditious carrier. All the speed up to this point is useless if the film doesn't reach the television station in time 9 11/CDn TW typical INS "Telenews" subscriber, checks reel against script 'nOlLM V , for tin 0. PnmmOrPlolc are PrePared at WSPD to take advantage of the local uUllllllCI blfllw sponsorship of newsreel. Worman's Packards make news ming, integration of commercial, and special exploitation sws" sponsorship are easily checked by Worman when prospect asks for demonstration of specific model videod 11 fOCIlltc °^ Telenews" sponsorship are easily checked by Worman when II 'ICoUllO TV viewer pr • is it a logical advertising A iimmHiiiii for I In* near fill lire? WFIL (Philadelphia) demonstrates facsimile on a multiplex basis (sound and printed page) Facsimile means two things to the advertiser: It means a newspaper carrying his advertisment delivered right into the home, in many editions, many times a day. It means a way of delivering, via multiplexing, a sound broadcast imple- mented by advertising or descriptive copy. The facsimile newspaper is a spe- cialized publication designed to meet the needs of various segments of the home audience during the course of a day. Scaled down to the size of a sheet of typewriter paper, one-quarter of the size of a regular newspaper, the four- column facsimile newspaper is repro- duced in multiple editions at the rate of four pages every 15 minutes. It will be slanted to meet the specific require- ments of the members of the family — father, mother, brother, and sister — in their various roles and diverse inter- ests. For instance, the father can be appealed to by the advertiser in his role of provider, sportsman, hobbyist, gardener; mother as cook, clubwoman, shopper, dressmaker; brother as Boy Scout, athlete, student, movie-goer; sister as fashion expert, record collec- tor, reader. Their roles and interests will cross many times, but a basic in- terest is appealed to in each edition. A typical facsimile publishing sched- ule catering to this special interest f;u tor could start with an early morn- ing edition of general news. This edi- tion could act as a "teaser" for those interested in reading fuller accounts in the sponsoring newspaper's street edi- tion. It could be followed by a short school-children's edition, about the time the children are preparing to l<;i\r for school. Weather news and SPONSOR special bulletins when emergencies necessitate closing the schools or re- routing buses could be announced. News of special school programs could be carried with notices of sports or extracurricular activities. A later edition could carry a sched- ule of radio and television programs for the day, with program notes on those of particular interest. The mid- morning edition could contain shop- ping news and luncheon tips, the noon edition a brief resume of the news and an outline of things of interest in town — movie and theater offerings, exhibi- tions, and public events. An early after- noon edition could list the music to be played on the disk-jockey or sym- phonic hour show, with notes on the composers, or any other item of inter- est. Sewing and hobby programs could follow, or a daily language lesson. After-school editions could carry news and information for youth organiza- tions such as the Boy and Girl Scouts. Five-o'clock comics, which could be in color, since there is color facsimile, could be programed for the pig-tail and short-pants set. (Comics could well be to facsimile what sports are to television, the program support of a whole industry while it is learning.) During dinner, the recorder could be gathering late spot news bulletins and sports results for father while a reca- pitulation of the key radio and tele- vision programs would suit mother. This is just a fragment of the special- ized interests a facsimile newspaper could satisfy. The advertiser using facsimile as a medium can be sure of reaching just the audience he wants. The uses of facsimile are greatly ex- panded when facsimile is programed simultaneously with a sound program. This process of double transmission is known as multiplexing. Multiplexing allows the person at home to receive facsimile or to listen to the sound pro- gram— or both. This FM-FAX package possesses almost illimitable possibili- ties from both the advertising and programing points of views. Program-wise, multiplex offers the FM-FAX set owner a combination much like television. What multiplex programing loses in instantaneous ac- tion it gains in permanency. While the ear is listening to the sound program, the eye follows the facsimile recorder. Facsimile is not limited to the four- column newspaper form. It can be used as white space for printing and tran- scribing any graphic representation. A sponsor buying multiplex time can 14 MARCH 1949 3TT Ur: TUfFAX IllUSTRATf* NfWS ^epten.ber 2V.1— to METHOPOLTTAN NEWS New York--Gov.E»ri Warren of CaUl, oftaa fau metropoli- tan area campaign tomorrow eight with ■ speech u> Newark N.J. On Thursday tbe Rep- ublic** Viae Presidential nam inee win crow the river to deUrer 3 addresses in NYC. New Y ark — A mess ilemm- •tratlon of 85,000 dress workers will be staged by toe Intnl. Ladies Garment Work- er* tomorrow aa a part at the Union's figiri against racketeers in the N.Y. Gar- ment Industry. ^Tk--Pr>Hr-„ », .ew, ; BULLETIN via UP Paris — The United Nat- Bans Political Cocoxn. baa oted down a Eritish Fro- ioaai to place the F'ales- ,e problem first on the tmroittee's agenda. The jvote was 21 against 16 in Savor and M abstaining. WORLD NEWS by U.P. United Press He* J lines - The Western complaint that Russia's blockade of Berlin violates the U N Charter was laid formally bafasre ON today. The 04* SHOW DO* ■ WEST HIGHLIG HT S [ AR IS U.N. MEETING. Paris-UP~Westrrn p have formally called for a showdown on the r eriir. crisis befor«- the Uaitec No- tions. Three messengers delivered identic*: letters to UN secretary i. ft Ti swi Lie in Paris tooey. The Russian reactiw. to the complaints is expech letter included documents ' spelling out the cnar&r tat • the Soviet is threatening eace. A Soviet ve'-o is ex -^ ENERGY AwTTBE CM TVS WW— D H*fl MUbwtA 9CLBMM VsWUCAecUT THE FUTURE CFTHE AR3MC OOaiO. DR CPPEr*~vTrrT3*. goowrrra) by t>* VWREfcn*. \rvrrv» wrtrvi MMME90Mi THEAiaw fOR. mSTAX* PURPOSES «D DEFENSE 3 WSSS AfiMNST TV*: ATQvat BOMB. IT UNO SECRET AA1. TO TV*: . aCJCNTrSTS OF OTHER NBCnofc, ICKSUUS TK A Wpm - WBWKM TO fir. »s mow othm ar* MCnno.au a vem.. the . loo we wswrr Tvrs to happb* t] ***** a; Typical pages of "telefax" Finch transmitted "Illustrated News" from station WGHF (New York) Wings Field checks WCAU-FM FAX weather report Farmers scan Philadelphia Bulletin's FAX present a program and leave a printed advertisement in the home of the lis- t( tier. A manufacturer of sewing ma- chines can leave pictures of his various models. A food manufacturer can re- produce recipes which utilize his prod- uct. A publisher can leave reviews of his latest book and interest-catching excerpts. \n automobile dealer can entertain the famil) with a variety show, and leave the equivalent of sev - eral pamphlets or brochures for the family to look over. Soap manufac- turers will have a sure-fire way of getting a coupon into the borne. Real estate operators can sponsor a program that is pure entertainment, and yet leave a picture of houses for sale, with floor plans, right in the living room of a prospective buyer. The possibilities of multiplexing haven't been touched yet; they have only been hinted at. Since the FCC's authorization last June of the commercial use of facsimile after IS July '48, a lift has been given to facsimile developers. With standards established by the FCC for the manu- facture of scanners and recorders, fac- simile broadcasting is on the eve of its greatest expansion. Sets foi use in the home are not generally available yet, for until standards were established there was little point in building more than experimental sets, and these were not assemblvline-produced. Individual facsimile recorders when mass-pro- duced should cast around $60 to $75, while AM-FM-FAX -phonograph con- soles, it is estimated, will range from S390-S750. The two major inventors in facsimile. Captain G. W. Finch of Finch Telecommunications. Inc. and John V. L. llogan of Radio Inventions, Inc., and their licensee manufacturers. are ready to supply the public with recorders as the demand makes itself felt. Among leaders in daytime facsimile broadcasting have been WFIL-FM and \\i:\l -IM (Philadelphia), WQAM- I M i Miami I, and WGHF (New York). Regular broadcasting sched- ules have been set up, and daily and weekly editions have been published. All these stations except WCAU-FM have experimented with advertisements since the FCC authorized commercial broadcasting. The rates (barged have been token rates and onl\ for experi- ence siqce there were never more than 75 recorders, scattered around in pub- lic places, in an) of the areas. The Miami Herald's facsimile edition has recently been admitted to membership by the Wociated I'ress. the first fac- simile newspaper to be so recognized. WGHF's Air Press has been a member of the United Press for the past three years. Facsimile isn't going to spring up overnight as a national, or even local, advertising medium. There are manv problems to solve, and public accept- ance to be won. But facsimile is in no worse position than radio was when it was in its infancy. The tools are ready for use; the possibilities in programing and advertising are not obscure. One fact can be pointed out to the prospec- tive advertiser — he won't have to jam bis foot in the door to get a hearing for his product in facsimile. Facsimile al- ways sits in the living room. * + * LETTERS (Continued from page 25) 6. To avoid "nuisance" suits, par- ticularly where contests and offers are involved. When an enthusiastic — or an irate — radio listener takes his time and three cents to write a letter, he doesn't ordin- arily address it merely to a network or station. He writes it to either the sponsor or the program, and he'll us- ually address it to the inc. if one is featured. Whatever his reason for writing, it s always an intensely personal matter to him. Therein lies its greatest value to sponsors who realize the possibilities in such a contact initiated by the listener himself. One national tobacco advertiser has had geographical distribution of mail to a network program analysed, state by state, in a representative quarter of each year for the last three years. They consider this form of response to their advertising an important check of its impact in markets of known potential. The company feels the mail record is an important extra tool that enables them to adjust point-of-sale and other advertising pressure more intelligently from market to market. Rut this isn't all. Smith Brothers (cough drops) is another advertiser who feels the full usefulness of a large volume of mail is b\ no means entirely tapped by analysis alone. Fxperience has shown an amazing harvest of good will to be garnered from appropriate acknow- ledgment of each individual com- munication, no matter how trilling. The fact is that no communication is regarded as trifling by the person who takes the trouble to write it. Not many sponsors, however, are adequatelv equipped to handle any considerable volume of program mail. Neither are most agencies. In fact, it is seldom economical for a single spon- sor or agency to maintain a mail de- partment for this purpose alone. Neither can the job be properly handled, ordinarily, as a secondary operation in some other department, unless the flow of mail is relatively small. This often means that an outside organization which specializes in an- swering mail must be hired to do the job. Of course, it has long been the practice to delegate the handling of contests to specialists like the New York firm of Reuben H. Donnelley (the biggest in the field). Organizations who specialize solely in analyzing and answering radio pro- gram mail are a development of the last few years. They came into being with the discovery by some advertisers of the tremendous possibilities radio inspired mail present for building good will. An organization like Radioland Mail Service, for example, will receive all listener letters directed to a program (or to the sponsor, if it concerns the program) of a client. Every letter is read and replied to personally over the signature of Bernard O'Donnell, Radioland's head man. The kind of reply depends upon the nature of the letter. The distinctive feature of Barney O'Donnell's service, however, is that even a routine request for tickets to a broadcast gets an in- dividually typed reply. For shows like Stop The Music, Juvenile Jury, and Twenty Questions, requests for tickets alone run into thousands every month. O'Donnell's Radioland Mail Service has bandied more than seven million pieces of mail since he set out four years ago to win friends and influence people for Ronson and Twenty Ques- tions. Barney himself looks at two or three thousand letters every week in order to be thoroughly aware from week to week of what people are think- ing about his clients, their programs, and their products. Program elements have been changed, or eliminated altogether as a result of clues from listener letters. For example, the sixth question in Twenty Questions was formerly a "blind" ouestion. until mounting pro- ( Please turn to pa fie 38) 34 SPONSOR A/oiu in the MaJzina! A GREATER VOICE a still Greater BUY! in the. DETROIT Atea 50,000 WATTS at 800 kc. JUNE 1949 From 5,000 to 50,000 watts, in the middle of the dial, at the lowest rate of any major station in this region! CKLW Guardian Bldg., Detroit 26 Adam J. Young, Jr., Inc., Nat'l Rep. J. E. Campeau, President H. IS. Stovin & Co., Canadian Rep. 14 MARCH 1949 35 faces an T„ op network executives advise that AM network broadcasting is at or very near its maximum financial development. T _A_ his statement confirms again the exis- tence of an enormous opportunity for selec- tive radio; for there are hundreds and even thousands of advertisers who, though their distribution and resources will not support network radio, can and should use national selective. Hut we in national selective face an alterna- tive. Before we can either grasp the oppor- tunity or pass it by, we must understand the full import of the choice to be made. We must decide whether or not we are going to cling to a restricted concept of our busi- ness that defines our branch of radio as a minor department of network advertising, a means of patching the holes in network coverage, or at best a medium for the use of regional advertisers. If any big national ad- vertiser does use the medium, this thinking implies that he must either use announce- ments or regard us as a sort of prep school from which he max eventually graduate to the use of network. It is a school of thought that is well described by the restrictive and misleading term of spot radio. ? Radio lternative The national concept, accurately described as national selective, expands our business to a major medium in its own right, a medium where transcriptions will permit the use of the finest talent available, a medium where the advertiser can cover all the country with- out the restrictive factors inherent in net- work operation, a medium that permits com- plete selection of markets and stations. An understanding of this broader view is vital. Representatives and stations alike must grasp it before national selective radio can grow to its full potential. Let's get away from the pin-point concept. Let's think of this major medium as the hun- dred million dollar business that it is. Then we have taken the first step toward making it the two hundred million dollar medium which it ought to be. Paid H. Raymer Company, Inc. RADIO AND TELEVISION ADVERTISING New York • Boston • Detroit Chicago • Hollywood • San Francisco CHICAGO 1,000 on the Dial • 50,000 Watts An imposing array of first-rate sports attractions— Notre Dame football, Chicago Cardinal football, and Black- hawk hockey — are WCFL highlights. Unexcelled pro- gramming of fine music is also a special feature of this station. Top entertainment and WCFL's economical rates combine to give the best all-round radio time buy in the rich Chicago market! A plus factor in audience loyalty . . . There's a Union member in two ol every three families in the great Chicago area — a foundation upon which The Voice ol Labor is building one of the most responsive, product-buying markets in radio today. WCFL The Voice of Labor 666 Lake Shore Drive, Chicago, III. Represented by the Boiling Company, Inc. LETTERS (Continued from page 34) tests in the mail caused the producer to experiment with playing it straight. Subsequent checks proved the change a popular one. As much as 15% of the mail, says O'Donnell, eventually has some direct influence on either the program or the manner of plugging the product. As for the influence of Barney's letters on correspondents, there's plenty of evidence that they appreciate the consideration he gives them in the name of his clients. When a listener asks for information about the program or its talent, or if he challenges something said over the air, O'Donnell doesn't close the corres- pondence until the correspondent is satisfied (and a booster for the spon- sor with so understanding and intelli- gent a representative ! ) It took him a month to collect the necessary evidence in answer to a listener who vigorously challenged Twenty Questions mc Bill Slater's statement that the fabulous Casey Jones was a composite character rather than the living individual of the legend. A famous railroad president wrote O'Donnell that he had been paying a pension to the widow of the fabled engineer. Several hundred people jumped into the fray with strong claims. Barney O'Donnell handled it in a way that may not have convinced everybody that Casey was only a legend — but more important, they were con- vinced that the sponsor was certainly a gentleman, if no scholar. It is not widely known outside of trade circles that sponsors who feature contests and offers are frequentlv plagued with nuisance suits by dis- gruntled listeners who often feel sin- cerely that they've been unfairly treated. Kadioland's policy of persis- tent and sympathetic attention to every gripe, legitimate or not every com- plaint being legitimate to the com- plainant, of course — has paid off. Not a single client has suffered a suit at the hands of a listener in the four years of Kadioland's existence. The sponsors feel this is one of the most important dividends of proper hand- ling of audience mail. A suit may it- self be unimportant, they reason, but the chain <>f ill-will it engenders is al- w ;i\ s bad. \ program that doesn't a>k tor mail doesn't usuall) uet much of it. A partial exception is the broadcast that 38 SPONSOR 9 Important Facts For Radio Advertisers With MORE STATIONS than any other network, Mutual delivers 136 of the 137 U.S. Metropolitan markets (130 at night) —mostly with coverage from ivithin. This represents over 64% of U.S. retail sales. LOWEST COST PER 1,000 HOMES covered. Example: a Daytime Quarter- hour Strip, Full Network, time cost only, based on Nielsen Network Audience Study -Mutual: 47tf. Others: 53«?, 57 '*, and 60<*. No. 1 DAYTIME NETWORK. Mutual's daytime coverage (based on the widely accepted Listcnability measure) tops that of any other network. The figure for Janu- ary 1, exceeds 32,900.000 radio homes. (ABOUT MUTUAL) ■Mi- MORE 1,000-WATT AND UP stations than any other network. (Mutual: 172. Others: 109,122,138). With power where it counts (strategic distribution) Mutual's coverage has less waste, more economy. PIONEERING IN PROGRAMS. In the last three years Mutual has developed fresh and successful angles on program- ming—"Mutual Newsreel," "Juvenile Jury," "Queen for a Day" and others. No. 1 CO-OP NETWORK. Mutual devel- oped the Co-op Program idea in 1936, has led the field ever since. With 19 programs (including biggest Co-op names) Mutual is serving over 1,900 local sponsors. ...— J MORE ONE-STATION MARKETS than all other networks combined. Significance is that, with the only station in 320 markets, Mutual dominates listening (day and night) in 23% of U.S. radio homes. § LIVING UP TO THE NAB CODE. Mutual believes in industry self-regulation —and because of our responsibility to lis- teners, we are Code-minded. We took the lead in ruling out "buying an audience.'-' 28i 1940 19*5 I9+* 1949 ADVERTISERS ARE USING MORE of our facilities — good indication of results and satisfaction. Average number of sta- tions per commercial program has climbed from 36 in 1940 to 282 in 1949. MUTUAL BROADCASTING SYSTEM WORLD'S LARGEST NETWORK involves a strong human interest or controversial angle. Even so, the sug- gestion on a network broadcast that listeners write for a simple recipe will usually gather infiniteh mme ie-]>mi-es than the liveliest controversy or most poignant human interest broadcast where no request for mail is made. It might be assumed even now, despite relatively limited number of television sets in use, that their proved pulling power would have the effect of reducing the amount of mail garnered 1>\ AM programs in the same areas. But this has not been evident. In the field of children's programs, the CBS television network show, Lucky Pup. pulled an amazing 28,598 requests for pictures of the puppets, each request accompanied by 15c. Over 94% of the requests came from the New York. Baltimore, and Wash- ington, D. C, areas, where the offer was made ten times between 3-10 Janu- ar\ . \ v\ dc.-pite frequent offers on children's television shows which in the last year have racked up several hundreds of thousands of responses, there's been no falling-off in the mail pulled by kid shows on AM. AoeAy - Ktutdel, AFFILIATED WITH , OKLAHOMA CITY Just give them the chance — and if the program makes them want it, they'll ask for it! They'll even per- suade Mom, or Pop, or brother, or sister to ask for it. A slightly more complex offer than pictures or gadgets is exciting young viewers of Pow Wow, a current Sunday morning feature on NBC's WNBT, New York. The pro- gram deals with Indian lore and cus- toms. Kids are invited to write in something about themselves, and they then get an appropriate Indian name. -Most letters also ask for a name for a brother or sister. Youngsters not too sure of their handwriting — and burning not to miss out on that Indian name — frequently dictate their letters to an older brother or sister, or to a parent. The idea of offering something desirable not readily obtainable else- where is emphasized by Donald 1). Sullivan, commercial manager of WNAX, Yankton, S.D. WNAX is one of the great direct mail stations of the country. Sullivan points out what all experi- enced direct-mail-by-air salesmen know: that a sponsor, in sizing up a station for direct mail selling, must consider not only station coverage, but the educational and economic level of the audience. This in turn largely governs the commercial pres- entation, the program, and the product itself. A single WNAX program, Neighbor Lady, has pulled as high as 160,000 pieces of mail in one year, most of them with orders for the participating sponsors. Sullivan outlines several other important inducements to direct mail returns as follow-: 1. A bargain or special price (less than for a similar product obtainable through regular outlets) ; 2. Seasonal or holiday appeal; 3. A new or greatly improved prod- uct; 4. A product not easily obtainable through any other channel. WNAX has maintained its success in the mail operation by adhering to rigid standards of programing and sales presentation. The station thoroughly analyzes a product for ap- peal, qualitv. and value before giving it a ride on WNAX air. Even more than in any other type of programing, personalities are im- portanl as mail- and sale — producing Forces. If it's true that, by and large. mail is produced l>\ asking for it. it's even truer that the person who asks for 40 SPONSOR 7. MANRESA HOUSE, near Baton Rouge. This magnificent home was occupied, for near- ly a century, by Jefferson College, Alma Mater of many distinguished Louisianians. Now own- ed by the Jesuit Fathers and dedicated to re- ligious activities. *>mm * m i* *• * u ^ &0* &* : '0. * ■r%£m?*W,\:, **-, ■ 3frw]£5AB 9e .J* ' ■»---5am *~ . .™=t J!" ^ w. 2. BUTYL RUBBER PLANT of Esso Standard Oil Company in Baton Rouge — world's largest oil- exporting port —another reason why WWL-land ex- ceeds national average in increased income, buying power, and general prosperity. WWL PRIMARY DAY-TIME COVERAGE 591,030 BMB STATION AUDIENCE FAMILIES 3. WWL'S COVERAGE OF THE DEEP SOUTH 50,000 watts -high-power, affording advertisers low- cost dominance of this new-rich market. Note: Coverage mapped by Broadcast Measurement Bureau. Some scattered counties, covered by WWL, are not shown . The greatest selling power in the South's greatest city! 30,000 WATTS CLEAR CHANNEL CBS AFFILIATE Represented nationally by The Katz Agency, Inc. 14 MARCH 1949 4! c^> When WMC was born to the Commercial Appeal hack in 1923, the Memphis NBC outlet fell heir to all the prestige and dignity that comes with one hundred and nine years of loyal and faithful service to the people of Memphis and the Mid-South. What a blessed event! — for you — the advertiser, and the 499,379 radio families who await your message! WMC NBO5000 Watts -790 WMCF WMCT 50 KW Simultaneously Duplicating AM Schedule First TV Station in Memphis and the Mid-South National Representatives • The Branham Company Owned and Operated by The Commercial Appeal it should be in close rapport with the listeners. This has been a tenet of the WLS. Chicago— another great inail-pulling station— from its founding by the Sears-Roebuck Agricultural Founda- tion (WLS, purchased in 1928 by the Prairie Farmer, is now celebrating its 25th anniversary). An announcer who sounded like an "announcer" wasn't for WLS. Early mail pulls were directly instru- mental in building the fundamental program policy which WLS has ad- hered to successfully ever since. Gen- eral Manager Glenn Snyder believes that in building a responsive audience a station builds a loyal audience. WLS set out originally to build the kind of programs its listeners wanted, using audience mail as a principle guide. They still analyse all mail care- fully, as a finger on the listeners' pulse. For 19 years WLS has averaged over a million letters a year. A station has to have a "personality" to achieve a record like that. The same is true of an individual program personality. And one of the aims of sponsors who provide for in- telligent personalized handling of radio audience mail is to help build a desir- able personality in the eyes of people who are moved by radio to write them. They think it pays to be human even on paper. * * * THE AUTOMOTIVE PICTURE (Continued from page 24) Ford's, DeSoto-Plymouth's. and Chev- rolet's national radio and TV selling), rather than the company itself. About the same amount of money (some sources predict more) will go into national selective radio, using e.t. spots and station breaks on nearly 300 stations (this will work out, at normal frequency, to about 70.000 announce- ments a year). A TV show built around Winchell and TV selective campaigns are in the plans stage. Hi oadcast ad\ ei tisin» foi K-F in 19 19, which comes to more than half of a $6,000,000 budget, will have a real job on its hands. K-F has had to cut production I from (>75 to 350 units a day) recently, since a competition- meeting price cut on the existing line was nearly impossible. Mthough K-F cars arc in the upper-middle price bracket, the profit on each (due to K-F's having to pay premium prices | Please turn to page 18 I 42 SPONSOR THAT LOCAL PITCH GETS 'EM RAY MOFFETT "Musical Clock", 6:00-9:00 A.M. IB pi "Your Friendly ^*r^ 10:00-10:1 BETTIE McCALL Your Friendly Neighbor" 5 A.M. Take Hal Victor, for instance---the wagster of the keyboard. He knows Baltimore and Balti- more knows Hal. His fifteen minute strip at 5:30 P.M. is completely wacky---but it's bright and fresh and full of original material---and the talk of the town. Then there's Ray Moffett and Bettie McCall, solid citizens with a solid fol- lowing and a list of "success stories" a yard long. When your product needs a good local pitch, these "local folks" can do you a lot of good. Your Raymer representative can tell you more. WCAO "*?6e 1/' assembled a wealth of data. The information salesman, listed at the righl on all NBC Spot represented Racked \<\ the experience and know-how of tin stations is yours lor a phone call. nations first television network, utilizing th BC representing television stations: WNBT New York • WNBQ Chicago • KNBH Hollywnd Television Ihiyevs Cheek List ion buying easier superior facilities of NBC Programming and •reduction, Research and Engineering — NBC IJ3P0T SALES is your besl source for all spol ele\ ision information. he nation's major television stations in the lotion's major markets arc represented by MARKET INFORMATION ] tclc\ ision sel circulation I I population in coverage area ] radio families in television area ] retail sal - Q food and drug sales O general merchandise ^ales I effectn e Inn him income J counties within coverage area J estimated total television audience [J] forecasl of sel installation STATION INFORMATION ] program schedules □ availability lists Q rates [H ratings □ audience characteristics □ co\ erage maps ] competition's program schedules ] competition's i ites Q studio equipmenl a\ ailable (live and film studio equipment, cameras, etc.) PROGRAM INFORMATION ] description of program format ] photographs ol talent and set ] biographies of talent ] adjacencies ] competition ] t\ pe of audience Q ratings and surveys ] audience response stories ] success stories ] promotion and merchandising ] rale-- and contract terms GENERAL TELEVISION INFORMATION ] audience survey - ] all I . S. teles ision stations ] advertisers using television ] agent ies handling t< \<\ ision Q technical data D fihn "> SPOT SALES NEW YORK • CHICAGO • CLEVELAND HOLLYWOOD SAN FRANCISCO WASHINGTON DENVER mZ-Philadelphia • WBZ TV-Boston • WNBK-Cleveland • WNBW Washington • WRGB Schenec'ady ■ WTVR Richmond Mr. Sponsor asks.. "For broadcasting, which is hotter — platter, wire, or tape recording?" Patrick H. Gorman Advertising Manager Philip Morris & Co. Ltd., Inc. The Piek«»d Panel answers >!i\ Gorman I lie answer to this question is tape recording. Wire was the me- dium with which V most of the first ^flj magnetic record- ing work in this country was done, and must be given credit for the interest it created in a new recording method among broadcasters and manufacturers. This interest and demand so pushed development work that within a three-year period we now have magnetic recording equip- ment that excels the performance of the finest disk recording machines. The development also resulted in the change to tape as a medium with in- creased performance. Because of this. wire, for broadcast use, can be ruled out. Three years ago. broadcasters op- erated entirely without magnetic re- cording equipment. Today, hundreds of station- are using tape recorders of various degrees of quality and price range, and are accomplishing certain recording work better and cheaper than with acetate recorders. These ap- plication- are held recording, debased broadcast, and show editing. 'This leaves onl) s|„,t and straighl record programs being done almost exclusive- ly on platters. Straight musical program conver- sion from platters to tape involves economical aspects that overshadow the present higher quality obtainable from tape. The first step in this con- version is an industry-wide standard on tape recording and playback equip- ment. Second is the development of a method for rapid duplication of mag- netic tape recordings. (At this stage, spot recording on tape will come into common use. I The final step in the conversion is the replacing of platter library with tape recordings. This final step will take the longest and cost the most. Frank Marx V.p.. in charge of Engineering ABC, New York Most of our spe- cial events broad- casts are "live", on-the-spot pick- ups of news- making events as they occur. How- ever, on one par- ticular program, the week-day Mutual Newsreel, ave found a combination of tape disk most practicable, with tape doing the major part of the job. The reasons are several-fold, first- ly, the idea for the Newsreel is to pre- sent the \oices of the people as the) make the news. The slogan for the -bow is "from where it happens, you bear it happen." I he use of tape per- mits (lose editing of the "recorded copy." On the Newsreel we can onl) use brief excerpts from a speech, a statement, a debate, an interview, etc., w e an< with most of the "copy" running be- tween 15 and 30 seconds. Use of tape permits us to edit the "copy" closely and quickly for fast pace, accuracy, and entertaining, though informative, reporting. The light weight of our tape equipment is another helpful item since our crews go out into the field for many stories. It has already gotten to the point, particularly around Capitol Hill, where our MBS tape- recording Newsreel crews are accepted daily as the "ears" of the nation. However, before "making up" our nightly Newsreel editions, we take our "copy" off tape and place it on disks. The latter are easier to "spot" for the quick-timed, closely-knit production pattern that is necessary for a fast- paced show. We have found the com- bination of tape and disk to be a good one. Art Feldman Special Events Director MBS, New York o. Should a radio station use wire, tape, oi ili-ks for recording? I se all three. I sav. We do at WOR. \\ e base our se- lection upon the conditions under which the record ing is to be made. Naturally, if the recording is to be made from a studio, disk is preferred, since its fidelitv is best. We also make an effort to use disk on remotes, but time elements in setting up wire lines on sp,,t news make it almost always 45 SPONSOR impossible. That's where wire and tape are handy. The quality of tape recordings is apt to be higher than wire. Also, tape is easily spliced and edited, two fea- tures which make it very desirable for use on spot news interviews and de- scriptions of news events. Wire recorders are equally as con- venient as tape machines, and some- what lighter to carry. There's actually little choice between tape and wire, except for the afore- mentioned fact that tape recordings are apt to have a somewhat better quality for reproduction. Remember, too, that all radio sta- tions in the country are equipped to reproduce disk recordings, while only a few can use broadcast tape or wire; both methods, however, must be con- sidered not as replacements for disks, but as handy supplements. J. R. Poppele V.p., in charge of Engineering WOR, New York Currently we are making no use of wire record- ing, but are using both tape and platters ex- tensively. We are recording a great deal of our orig- inal material on tape, and retain- ing this tape as our "covers" and protection. However, from an actual broadcast standpoint, we still find disks to be the most practical from the standpoint of quality and ease of handling at the stations. The ease of recording, the speed of playback, and the simplicity of editing make tape ideal for the original recording job. but when you are serving a large group of stations, as we are, you just can't beat top quality disks. Furthermore, use of tape and wire is not too feasible, inasmuch as the majority of stations throughout the country don't have the facilities to handle them. And the cost of re-tooling existing facilities in order to use tape or wire would not be justified in the minds of station executives at the present time. It's much more econ- omical to continue to use disks. John Sinn Executive Vice President Frederick W. Ziv, N. Y. WFBL SYRACUSE, N.Y. Above, o Syracuse High School choir takes over one of WFBL's beautiful, new studios. WFBL facilities are placed at the command of Syracuse civic and educational groups for such purposes as rehearsals, meetings and forums. "OUR HOUSE AND ALL IT POSSESSES IS YOURS" This is WFBL's pledge to the community which it serves. It's always "open house" at WFBL ... a policy which pays off in a loyal following throughout the community as well as in Central New York. For WFBL has earned many devoted friends among Central New York's influential, educational, cultural, civic, church and farm groups. Loyal friends make good listeners and good listeners build the respon- sive audiences that make advertising pull results. Ask Free and Peters for the WFBL Community Service Booklet and current availabilities. WFBL BASIC CBS IN SYRACUSE . . . THE NO. 1 STATION 14 MARCH 1949 47 THE AUTOMOTIVE PICTURE ' < ontinued from pii^r 12 • for Steel) is still less than $100. Ad- vertising and aggressive promotion, K-F feels, is the only way out of the -lump that ha- heen hitting K-F sales figures, and the hulk of the joh will ha\e to he done by broadcast adver- tising hacked by heavy dealer promo- tions and point-of-sale support. Summarized, the "Big Four" firms will be spending more actual ad dol- lars between them (although less on a percentage basis) for broadcast ad- vertising than they spent either be- fore or during the war. Two new factors stand out in their approach to the air media. One is the stressing of the dealer angle in air advertising, rather than just the selling points of the car or purely institutional adver- tising. This is due largely to dealer pressure on these big firms for adver- tising that will sell more directly for them, and as a corrective for the gen- eral bad feeling toward dealers that grew quickly in the immediate post- war period of shortages, waiting lists, and under-the-table deals. Secondh. the use of TV, on which the auto in- dustr) has had a watchful eve ever since the first successful use of vision- and-sound auto selling with theatrical "minute movies" in the last years of the 1920's, has brought the visual ele- ment to broadcast advertising that many auto manufacturers and dealers have long felt was needed to sell "hard goods." Much of the prewar emphasis on network radio has been switched to large-scale selective cam- paigns l because of their flexibilitx ) as a market-by-market support for the introduction of new models, auto shows, and to bolster areas weak in sales. The other leading automakers, those in the so-called "independent" group, aren t far behind the industry's "Big Four." \asli Motors is engaged in the biggest campaign in Nash history, one that will probably top $4,000,000. Most of this Nash money will go for publication and billboard schedules. Straight national selective and dealer co-op campaigns slated for radio and TV account for 25% of the total. Nash, a periodic user of network radio since 1931. has not network-sold its cars since 1945. Chain radio is in the works now, except for likelv-look- ing one-shots (elections, etc. i that may come along. Packard, planning currently to boost, rather than cut. its 1948 pro- duction figures by 30%, has upped its advertising budget 23r< and will spend nearly $3,000,000 to sell 1949 models. The Packard money will go largely I like Nash's) for space media, but will be back-stopped with a 15- 2il', expenditure in radio and TV on both a straight and a dealer co-op basis. Packard has been out of net- work radio since 1938, and plans no return, preferring the flexibility of se- lective selling. Studebaker, one of the earliest firms to use broadcast advertising, hasn't revealed its full plans or its budget figures, but thev are expected to be divided between newspapers, maga- zines, and selective radio, and will come to nearly the $3,000,000 mark. Studebaker prefers selective radio programing, rather than announce- ment campaigns, and is currently run- ning Mondav-through-Fridav news- cast schedules on more than 75 sta- tions in major markets. The prefer- ence for newscasts is explained on the basis of giving the dealers something King that can be promoted locally, as well as affording local tie-ins with the dealer's name on the air. A second reason lies in the spotting of these newscasts at times (usually early eve- ning i when the male-female ratio of the listening audience closely parallels the 75%-25% male vs. female ratio among customers actually buying cars. Since local newscasting nearly always out-pulls network newscasting (except in the case of Studehaker's sponsorship of news on the Columbia Pacific Network), Studebaker plans no return to network radio. Stude- haker's selective campaigns cost about $1,000,000 a year. The other large "independents," Hudson and Willys, plan to spend larger budgets than last year (nearly $2,000,000 for Hudson and $1,000,- 000 for Willys). The bulk of it will be in space and billboard schedules, but about 10% for each firm will be spent in selective radio, using an- nouncements and station breaks on short-term campaigns with the intro- duction of newr models. There will be other auto firms who will advertise in 1949 (there are 56 companies producing 21 makes of cars, 39 makes of trucks and 20 makes of buses in the U.S., plus British and French export models now on the American market) but they are not expected to spend an) sizeable amounts for any of the forms of broadcast advertising. Through the years that followed the first air advertising for auto firms, many lessons have been learned which underlie these 1949 campaigns. Other lessons of aggressive promotion and merchandising were learned almost from the first day in 1893 when the Duryea brothers chugged theii wa\ down from Massachusetts in the one- cylinder auto that now rests in the Smithsonian Institute. Europe's cars had the edge until nearly 1906, but the U.S. product, backed by mass pro- duction methods and U.S. advertising, soon passed the sale of European im- ports. Early advertising ran the gamut of the media available in the first two decades of the century. Manufacturers profited by both the production mistakes and the advertis- ing successes of their competitors. At the close of World War I, the auto industry was big business, and so was its advertising. General Motors and Ford were lead- ing newspaper advertisers by 1919. In the I1)!'!)'-, when sui'h refinements as the assembly line, four-wheel brakes, closed cars, and safety glass made their appearance, the auto in- dustry leaders — General Motors, Ford, and Chrysler — were producing mil- lions of cars and spending million- in magazines, newspapers, outdoor ad- vertising, spectaculars, direct mail, and other media. It was in 1927. when network radio became a real factor in advertising plans, that the auto industry really came to broadcast advertising. In January of that year. Henry Ford, symbol of the auto industry's rise, bought an hour-long show. Old Fash- ioned Dance Program, that cost him Hll.UIII! in lime charge* foi the two broadcasts that it ran experimentally on NBC. In March, General Motors bought the first of the once-monthly Cadillac Concerts on the old Blue Net- work of NBC. In Julv. GM aired a one-shot for Buick. Roxy and His Gang, on NBC. In September, Chr\s- ler got its feet wet with the Depend- able Hour Of Music on CBS. In No- vember, GM was back with bigger Sole is a busy ol' soul . . . © © © ® © @ © © © ® ® ft ® ® M£ 4:30 AM — up before dawn 5:00AM-on the air 'til 9 9:00 AM -meeting with visiting farmers 10:30 AM-shave and breakfast 11:45 AM-on the air 'til noon 1 2: 1 5 PM -on the air 'til 12:30 12:45 PM — guest speaker at United Nations Club 1:30 PM- guest speaker at Youth Luncheon 2:45 PM-50 miles to Shelby, N.C., for County Fair meeting 4:30 PM-75 miles to Monroe, N. C, for Civic Club directors' meeting 7:00 PM-guest speaker at banquet 8:30PM-emcee of Civic Club jamboree 11:15 PM- 25 miles back home 12:20 AM -to bed at last Being king of radio personalities in the Carolinas is a full-time job, 20 hours a day. No time for fiddlin' around, as you can see by this log of a typical day* in the life of Grady Cole, WBT farm director. Makes it easy to understand why Cole is king in the Carolinas. . .all the time. On the air Ax± hours each weekday, his average share of the Charlotte audience in all Hooperated periods is a royal 59 % -44 % better than all competition combined. And outside, in 94 other counties, Grady Cole has virtually no Charlotte competition. If you'd like an audience with his majesty-and his majesty's tremendous audiences -Radio Sales will be glad to present you. ./. fferson Standard WBT Broadcasting Company 50,000 watts • Charlotte, N.C. • Represented by Radio Sales *Jonuarv II. 1949 tSDecial C. E. Hooaer Ronort. Oct. 1948-Jon. 1949 A Head Start Counts! WMBD has a twenty year head start over the next oldest radio station in all Peori- area. Think what this means — • WMBD established the listening habits of Peoriarea. • WMBD has by far the largest or- ganization for programming, pro- motion and merchandising in Peori- area. • Latest C. E. Hooper report re- veals that WMBD has more listen- ers than the next two Peoriarea stations combined. That's why, when national advertisers think of the Peoriarea market they think of — and buy WMBD. • WMBD dominates Peoriarea ^^ Y. See Free & Peters CBS Affiliate 5000 Walt, and better ideas and the General Mo- tors Family Party that was to run through 1929. In the last days of 1927, when the industry was begin- ning to talk about the fact that radio could sell automobiles. Chrysler went on the air with two half-hour music- shows, Vaughn de Leath and Moon Magic. That did it. In the next five years, nearly every major automaker (some of them, like Graham-Paige, Franklin, and Durant have disap- peared) were either in radio with heavy budgets, or had at least tested the medium. The year that followed the auto in- dustry's first important usage of radio. L928, brought another important les- son that was shelved under "future" until the 19K.)"s. Chevrolet began large-scale experiments with sight- and-sound "minute movies" in subur- ban and rural motion picture houses, and proved for the first time how effec- tive the spoken word and the visual image could be in auto selling. Al- though automakers. (Ford, Plymouth, and others) used "minute movie" ad- vertising, the full scope of what Chev- rolet proved in 1928 is just beginning to be apparent in tele\ ision. During the 1930's, auto advertising on the air gained real momentum. By the middle of the decade, most of the auto manufacturers were beginning to break away from straight "concert music" and were beginning to produce cither high-budget musical extravagan- zas, such as Ford's Fred Waring Show and For d Sunday Evening Hour, or mass-appeal shows, like Chrysler's Major Bones I still the highest-rated commercial network show of all time in radio). The emphasis began to swing away (with the one exception of a g I part of the Ford Company's advertising for many years) from Mi idly institutional copy to real air- selling thai produced direct results. By the middle of the 1930's too, na- tional selective programing was prov- ing itself. Chevrolet's sponsorship in L935 of a World Broadcasting e.t. show, Musical Moments, on 300 sta- tions for 185 weeks (largest selective campaign of it- da\ i led the \\a\ in stressing the theme of "\oiir local dealer"" in auto air advei tising. During the war sears that followed tin- L940's, much of the airselling foi the auto industrj was dropped, oi was changed to -riling that was of a pure- l) institutional nature. I lie assembly lines rolled out guns, planes, tanks, -hells, anti-aircraft gun- nearly $29,- 000.000,000 worth — during World War II. Once the war was over, the auto industry worked day and night to change over again to civilian pro- duction. The first new cars rolled off the lines . . . and the pent-up buying power of the public snapped them up so fast that advertising could do little more than tell people to wait. By 1946, Chevrolet had experiment- ed with a variety show, Roads To Romance, on a 3-station TV network of ABC-DuMont facilities. It was the first sponsored auto telecast (although auto shows were being televised for free as far back as 1938). During 1949, automakers will air TV shows that will make the modest Roads To Romance look picayune. Some auto firms, like Ford and Buick, are now looking over, or have signed TV shows with budgets of $25,000- $30,000 a week. The auto industry is out to sell cars this year . . . and broadcast adver- tising will play an increasingly im- portant part as the competition gets tougher. * * + YOU GOTTA BE HEADS-UP IN COIN (Ky.)1- .ou've pot to fl'P Ycss.rec . • • J (Ky.) to hard in towns W« £° ^ m.ke - Pluw^j "in trying! we can't see any ecu IK like the jinM«- If >ou real*, W to the silver, you *1 better _ sh-,Ir. Theres J,,,- one great outgo of -*•£■* the re.1 trading /■«««• . han m of the State rolled i £ M«chinto*j?i»£r^ almost <#e've pot Hi 'in ,he area, every door a" ;mlniakes your WAVt costs less, » dollars talk! 50 SPONSOR LOOKIT WHAT MR. HOOPER SAYS ABOUT WD AY. ELMIREY/ " E: iXCUSE us for getting excited, but we just received our December-January Hooper — and it gives WDAY a 67.5% Share of Audi- ence (total rated periods) against 13.1% for Station B. This is an increase of 3.7% over our Conlan-credited 63.8% of last May — tie- spite the opening of 3 new studios here dur- ing the year! Thus, WDAY now has five times as many Fargo-Moorhead listeners as any other station — twice as many as all other stations combined! WDAY'g popularity throughout the rich Red River Valley is just as impressive. BMB figures, mail-pull statistics, paid subscrip- tions to our station newspaper — all prove amazing rural coverage, as well! Yes, urban and rural, WDAY continues to be your best bet in the wealthy Red River Valley. And toothpicks or tractors, us hay- seeds in the Valley have the dough to buy doggone nearly anything we want! Ask us or Free & Peters for any proof you'd like to see! HERE ARE THE FIGGERS! WDAY "B" "C" "D" WEEKDAY MORNINGS 67.4 16.6 7.4 4.6 WEEKDAY AFTERNOONS 70.2 9.9 11.6 3.1 EVENINGS (SUN. THRU SAT.) 68.9 13.5 9.7 5.9 FARGO, N. D. NBC - 970 KILOCYCLES 5000 WATTS h •«©- Frek & Peters, be 14 MARCH 1949 51 IN EASTERN NORTH CAROLINA TOBACCO IS KING Covers This Rich Market . . . with a King- Size Voice! Write or phone us or our National Representative "THE VOICf OF THE GOLDEN PLAIN" WILSON, N. C. 5000 Watts -Full -Time 590 Kilocycles Serving 1,125,000 People NATIONALLY REPRESENTED BY WEED AND COMPANY MUTUAL EXCLUSIVE IN THIS AREA 52 LA ROSA (Continued from page 27) Actually. La Rosa's thinking is now in terms of a total market, rather than an Italian or American market. La Rosa's first radio attempt in the English-speaking field came in 1937. The company's position in the Italian market had been established; the fi- nancial structure for expansion be- yond that market had been secured because of it. La Rosa was ready for new worlds to conquer — without forgetting the old world that had made it possible, and without remov- ing itself from the Italian-language radio scene. The company bought 26 weeks on a Mutual split network of 22 stations in 1937, and repeated the formula for the next two years. It presented a series of operatic concerts, featuring strong names such as Alfredo An- tonini, Nino Martini, and Vivian Delia Chiesa in a weekly 30-minute program. La Rosa knew the show lacked mass appeal, but it was de- signed to have the Italian flavor its well-known singers and musicians gave it, and to associate La Rosa with the elite of the operatic world. The program didn't sell much spaghetti, but it introduced La Rosa to American radio in an impressive way. La Rosa's next step in English- speaking broadcasting was more to the sales point, and did a great deal to set the brand name in the minds of American housewives. During the war, the company used women's par- ticipating shows — among them, Mary Margaret MacBride. It wasn't until last October, how- ex it. that La Rosa achieved in Ameri- can radio something comparable to what it had been doing for so long in the Italian-language medium. A half-hour once-a-week program called Hollywood Theatre of Stars was of- fered to the company as an evening show. La Rosa's agency, Kiesewetter, Wetterau & Baker, suggested that the prugram be used, not as just another evening show that could easily get lost in the shuffle, but as something unusual and hiu for daytime radio. The end result was a 30-minute li\e-lime~ a week show, on seven East- ern stations, produced, me'd, and transcribed b) ('. P. MacGregor in Hollywood. The show is tabbed "the uieatest dramatic program of daytime radio" with justification. 1'nlike (Please turn to page 72) IN THE Pacific Northwest Serving 3,835,800 people • WASHINGTON KING- Seattle K X L E — Ellensburg K X L Y — Spokane OREGON K X L - Portland MONTANA K X L F - Butte K X L J - Helena K X L K - Great Falls K X L L — Missoula K X L Q — Bozeman Pacific Northwest Broadcasters Sale* Managers Wythe Walker Tracy Moore SPONSOR # For these reasons, WFAA can offer you recordings of unsurpassed quality: Acousti- cally perfect studio design . . . perfectly matched electrical equipment — from micro- phone to cutting head . . . the best custom- built recording instruments available . . . a staff that knows the recording business. And the most precise man in the entire organ- ization is Mac Weldon Jeffus (left), one of the few recording engineers who is also a mem- ber of the Acoustical Society of America. g DALLAS \ 820 NBC • 570 ABC TEXAS QUALITY NETWORK Radio Service of the DALLAS MORNING NEWS wder of FCC, WFAA shares time on both Frequencies REPRESENTED NATIONALLY BY EDWARD PETRY and COMPANY Fulton Lewis Jr. and His Electric Buzz-Saw He's a hand) man to have around the house — and his radio voice is around more houses than you can shake a mike at. Whether he"s putting a bureau together or taking a bureaucrat apart, he hits the sawdust trail with everything he's got. At home, he work- with a complete workshop. In the office his "tools'" include a trained news-gathering tram of reporters and editors whose efforts contribute precise background data to the nightl) Lewis broadcast. Currently sponsored on 326 stations, the program is the original news "co-op." Fulton Lewis. Jr. affords local advertisers network prestige at local time cost, with pro- i ated talent cost. Since there are more than 500 MBS stations, there may be an opening in your city. If you want a ready-made audience for a client (oi yourself), investigate now. Check your local Mutual outlet oi the Co-operative Program Department, Mutual Broadcasting System, I | ]o Broadway. M < ' !<"> (or Tribune Tower. Chicago LI). JO West 52nd (Continued from page 4) categories of business with 14 separate jingles for each category I . So again, I say I liked your article, but feel you omitted an important "first." Richard H. Ullman Richard H. Ullman, Inc. Buffalo, New York SUGGESTED ARTICLE This business of writing "fan letters" is something that heretofore I have left to the radio audience, but now I do want to express my thanks for the many hours of reading pleasure and the numerous new ideas and facts that I have learned from reading your magazine. I might add that 1 am not the only member of this organization who looks forward to "every other Monday." Since I have derived so much per- sonal pleasure and helpfulness from your magazine. I have come to feel that it might be possible for me to suggest an article in a forthcoming is- sue. Recently, this station started an audience-participation program with prizes, stunts, and etc We would be greatly interested in learning what other stations have done in this respect. The other stations we could learn from should be small-market stations with limited personnel facing the same sit- uations we have faced. Since we are a daytime station, our Housewives Holiday is recorded at night at the Viccar Theatre in Williamston, near here, and then played back the next day. If you can supply us with an) in- formation about such programs, as broadcast by other stations, we would be grateful. If an article is forthcom- ing, and you would like a complete story, to use as vou desire, then we would he pleased to assist in an\ wa\ possible^. Don Pierce, Program Director II RRF Washington, V. C. BRAND, NOT PRODUCT We notice in the Januar\ 31, 1949, issue ol sponsor on page (>.">. \ou show under the heading "Product" the word "Vaseline." (Please turn to page 56 I 54 SPONSOR Advertisers who want results f . . . don't jump around / from station to station f in Cleveland. They stay on WHK . . . where they reach the largest audience at the lowest (network station) rates! Five local advertisers total over half a century of continuous program sponsorship on WHK. More proof that . . . WHK is the Retailers' Choice in Cleveland. 14 MARCH 1949 55 One of the world's great thinkers left a very nice compliment for you — assum- ing you listen to WQXR.'The man," thought Plato the Thinker,"who has music in his Soul is in love with the loveliest. " That's you — all of you — in the 550.000 families whose souls are replenished regularly with the good music of WQXR. And because you love the loveliest, you're a wonderful audience — in the world's wealthiest market — for advertisers with lovely things to sell. You're interested, alert, responsive. You re why an advertiser, right now, if he'd make the platonic friendships that lead to profits, is reaching for his tele- phone. Our number is Circle 5-5566. 40 West 52nd (Continued from page 54) This is incorrect because "Vaseline'" is not a product, but is our registered trade mark which we have used ex- clusively for more than 70 years to distinguish products of our manufac- ture such as petroleum jelly (petrola- tum), hair tonic, lipstick, pomade, etc., from the products of all other manufacturers. Therefore, you can ! readily see that the use of "Vaseline" as the name of a product is not cor- i rect. Consequently, the correct way to re- fer to products of our manufacture would be to say "Vaseline" brand products. F. J. McGROAKTHY, Secretary Chesehrough Manufacturing Co. New York HANDY GUIDE Am sending out about 60 letters to agencies through the use of your TV Comparagraph (14 February) which is, incidentally, a handy reference and guide — and must be a somewhat prodi- gious undertaking. Vern Hansen WMT Cedar Rapids, la. EXCELLENT JOB Thank you for the most excellent story on Speidel, appearing in your current issue. I think you did an excellent job considering how little time we had together and how little data we were able to offer you. Harold A. Rosenquist Advertising Manager Speidel Corp. Providence, R. I. AND WQXR FM RAD'O STATIONS OF THE NEW YORK TIMES REPERCUSSIONS? I think the HMB story was well handled and constructive. I also think your editorial should have p>od repercussions. We all hope that SIikK ^t2 will prove to be a manifest improvement, and that a ver\ large proportion of stations and users will be thoroughlj satisfied thi> time! E. P. 11. James Vice President MBS, V. Y. The Biggest Year in its 26- Year History MUSE ... in 1948 carried the greatest volume of advertising ever broadcast by a Syracuse sta- tion— » FIRST in Network > FIRST in National Spot > FIRST in Local I FIRST in Total Advertising » FIRST in Popularity with Syracuse and Central New York Listeners I FIRST in Merchandising & Promotion \ FIRST in Coverage Area MUSE 570 kc—5000 watts Headley-Reed, 'National Representatives NBC AFFILIATE IN CENTRAL NEW YORK / iVi BILLION DOLLAR MARKET spread over two states Take our BMB Audience Cover- age Map, match it with the latest Sales Management "buying power" figures, and you'll see that KWFT reaches a billion and a half dollar market that spreads over two great states. A letter to us or our "reps" will bring you all the facts, as well as cur- rent availabilities. Write today. KWFT THE TEXAS-OKLAHOMA STATION Wichita Fall!— 5,000 Walti— 620 KC— CBS Represented by Paul H. Raymer Co., and KWFT, 801 Tower Petroleum Bldg., Dallas 56 SPONSOR the morning (8-12 a m.) the afternoon (12-6 p.m.) and in total rated periods ♦December- January Hooper Ratings. This business of leading the pack is getting to be a habit at WFBR. And we're leading not only on the Hoopers, either. We're way out in front in audience interest— audience loyalty, too! Witness: recently one of our M.C.'s mentioned that he had some studio tickets available. He mentioned it just once — and Uncle Sam's harassed mailmen brought requests for 113,952 tickets. Add it up: all our firsts — audience loyalty — constant newspaper and car card advertising — a house organ, modern, handsome studios — and 100,000 people that see a broadcast in those studios every year — and your total has to be: ABC BASIC NETWORK • 5000 WATTS IN BALTIMORE, MD. REPRESENTED NATIONALLY BY JOHN BLAIR & COMPANY 14 MARCH 1949 57 these uitnl questions i Has the NAB done anything about a realistic rate structure? | Has NAB president Justin Miller done a good job ,. during 7948-7949? "j Should the NAB be reorganized? How well has the NAB handled the Broadcast Measurement Bureau? Has the NAB sold the effectiveness of broadcast advertising? How do sponsors and agencies regard the NAB Code and its enforcement? 7. What kind of a job has Broadcast Music, Inc. done during the past year? 8 Has the attitude of the NAB towards TV been constructive? Has the NAB helped advertisers in their radio labor relations? 10 Has the NAB improved the public relations of broadcasting? 11 What do sponsors and agencies think about the NAB's contributions to programing? answered by sponsor and advertising agency executives in the 1949 1MB Euniunnon issue OUT 11 APRIL complete convent/on distribution regular mailing regular rates a complete lineup of AM and TV developments, tools, facts, and figures SPonsoR for buyers of broadcast advertising 40 West 52 Street, New York 19 eaeh dominates its time period on the air ... AV ^F^Zl ^-J^r m 4- '^a P^#:^i^ ■•■? i IwSm '" ~^^r *■ 1 Jr-ar i — f>U= ■■Si JBHL ■ 94.9% n{ f audience was attracted to Milton Berle's "Texaco Theater" in ew York Tuesday, 8 February. Four other shows divided 5.1% 09 fl %. of audience is what "The Goldbergs" garnered on I 00. U /0 February. Out jtstanding program competing achieved 16.5" Why they call it "Kerlesdaf How and why a TV program arliieves a ph<»noiii<*nal rating «^8 Viewing habits are not listening habits — at least, not at this stage in tele- vision's development. When there's a well-publicized show being telecast, the great mass of TV set owners tune to the channel carrying the spotlighted event. The video audience does not stay put. It shifts from channel to channel to view the specific programs it desires. A study of both the TV Pulse reports in New York and the New York TV Hooperatings reveals the same pattern (not necessarily the same ratings, since the homes covered by Dr. Roslow's Pulse and C. E. Hooper's TV telephone calls are not the same). Outstanding example of mass view- ing is Bcrlesday timing when consist- ently over 7-V, of the metropolis* video-equipped homes look at Texaco Star Theater to see TV's number one comic, Milton Berle, romp through a number of the world's greatest vaude ville acts. On a typical night. Tuesdaj 8-9 p.m., 8 February, with Berle ill, 76.6$ of New York's I \ homes with telephones viewed the Texaco Sim Theater. Tin- entire T\ audience at that hour was 80.7% of the television- telephone homes, leaving just 4.1% of the homes to view programs scanned by four other New York stations. Thus Berle's program had 94.9% of the available audience. While Berle's is the outstanding ex- ample of a dominant program in the visual medium, it's not the exception. Rather, it accentuates the pattern. On Sunday nights, with one of the best dramatic programs broadcast either in radio or television (Philco TV Play- house) against it, Toast of the Town on 13 February attracted 48.0' < of the Hooper-covered TV homes. The total homes with TV sets-in-use were 71.6 for the period, 9-10 p.m. The Philco Theater attracted just IS. 2 of the homes, despite the fact that it's one of the most expensive programs on the visual air. Even a topflight sports event, hockey with the New "> oik Rangers fighting the Toronto Maple Leafs, drew only 4.4'. of the televi- sion-telephone homes. And hockey is a big attraction in New York. Arthur Godfrej is an outstanding television attraction. When NBC moved the Chevrolet Theater to com- pete with the Monday Godfrey Talent Scouts, it lost nearly half of the audi- ence which it had the previous rated telecast. Stacked against Talent Scouts, it rated 12.3. With normal competi- tion, a half-hour earlier, it had a 23.2. Did the Godfrey audience stay with the Godfrey network following his talent scouting? It did not. NBC in- herited over one-third of Godfrey's viewers, and its Colgate Theater rated 30.2. This was tops for Colgate. The viewing audience shifted because CBS was telecasting the Westminster Dog Show, and because Colgate is building an audience. On Tuesday. Berlesday. his audience doesn't sta\ with NBC following his airing. On a typical night CBS. which had a 1.1 for a program called Cross Questions, jumped, following Berle, to 32.2 for We, the People. NBC held onh 24.2 of the 70.6 who viewed Berle. On Wednesday, with Godfrey's Friends telecast, CBS rated (9 Febru- ar\ I 46.6. The following program, Kobb's Korner. garnered only 13.9. The audience shifted to Kraft TV 60 SPONSOR Talent Scouts" (WCBC TV). Same hour (14 February) Chevrolet reached l5.9°/t 00/ of audience saw Admiral's "Broadway Revue" on Friday, II February at 8:00 p.m. Top competition reached 3.37„ Theater. The NBC program preceding Kraft had a 2.9. Kraft had 29.7. When Godfrey opened his Friends show (12 January), sponsored by Chesterfield, he had a 60 rating. Kraft that night had a 42.4. TV audiences know what they want. They don't stay put on a network, and even block programing doesn't hold viewers against competi- tion. How audiences move from network to network is evidenced on Thursday evening (Hooper's 10 February re- port). NBC had 32.1 for Cluett Pea- body's Arrow Show, and lost half of that audience to Chevrolet's Winner Take All on CBS. Prior to Winner, CBS had a 5.4 rating; with the Chewy program it had 25.7. CBS didn't hold its 25.7, for a third of that audience moved back to NBC for The Gulf Show. Publicity and conversation in- creased NBC's Gulf audience for Bigelow-Sanford, which hit 28.6 on the evening being used for this case study. Admiral's Broadway Revue on WABD-WNBT drew 50.6, but the audience didn't stay with the respec- tive stations, shifting in a major way to WJZ-TV for Bristol-Myers' Break the Bank which attracted a 34.7 rat- ing, despite the fact that the station's previous attraction rated only 2.1. After viewing Break the Bank, a solid block of the audience returned to NBC for American Tobacco's Your Show Time. The Friday evening figures cover 11 February. One amazing phenomenon, which years ago would have been believed impossible, is an audience tuning to a station that comes on the air for just a (Please turn to page 69) 14 MARCH 1949 i hri/ rompvti* ... but cheek thv ratings 67.0% of audience viewed "Toast of the Town" 13 February. Program pul % to p audience 21. 2% of audience tuned Phi Ico's "Cyrano" in competition with "Toast". Talent costs $15,000 1 I ■**" •#*"" L- ■■' ^ ' ~" ^vi^^k^m * jj KL "■^•^SS . 4- - M C m • • it takes all kinds People love variety shows . . . I test of all they love THE TEXACO STAR THEATRE. But thai shining hour is jusl one type of program. In drama, spoils, new-, forum, juvenile and nearly ever) other categor) thai comes to mind, you'll find that NBC has the top-rated show, seen l>\ the I finest audience. You II lint/ them nil on the page following the corn-paragraph. 55 ^ SUNDAY | MONDAY Pm TUESUAT WEDNESDAY 'NWKSUAI pm FKIBAI 1 SATURDAY 1 RBI IBS Dumnnt HBC | RBI IBS Dumont RBI . HBC IBS Dumont I1B[ | HB( [B5 DulTlont HBC | RBI (B5 Dumnnt HBC "' RBC IBS Dumont HBI 1 RBI IBS Dumnnt RBI 1 fl 1 - 1 Li i -4- 4:15 4:30 4:45 -5- 5:15 5:30 5:45 _ IS Rpril 1949 ar, 1 &' EC W ffic SPONSORS CB ssl" s ill -,-;r ,.C:,„ I Chid „.,.,,r„ ££. „„;...* --j. KS -,...,. St w":r Ct*ml*t DmImi ft ' >0b"v S" nop- Oim-JFmmj. TuTK tOOpm. 'iji" 32| H.«fjO«d, •II1 6:15 6:30 6:45 -7- 7:15 7:30 7:45 -B- 8:15 8:30 8:45 -B- 9:15 9:30 9:45 Sra£* "% Sm.lby 6:15 6:30 6:45 -7- 7:15 7:30 7:45 -B- 8:15 8:30 8:45 -9- 9:15 9:30 9:45 in s" JZ""" b ,§£ "ST"* ,.,,., Ud,P.P i-t:- „.,,,.„ ■ IrtUN, i p.^«.,n '-"•'''"In wu.'" *.,..,,.„. (.6M..W ""."" "•'".•.""' .., 5 '!»££ £ **?. "-,-.:H X""]n ,S, Spp,r. T, "%, W.'l ■x* %„ : "c%;, - 'H1 "~»" .eg. Tf »sr SSs.«*.s ||E iS"'.?:;^ 5C* £ S; "fir S w w S3i :::" "ffi- w "J- VWIIM SJS «,.,„.„ I'j'ii^Sdi*" m' 'Sjr "■=••■ CIlNm "«" £S «r a c".".-~ ■ *E" a ",'-:.m""m* H jjj .£::■ E J^L. is § s sl ,5b*.. c=s.n eSntH cirsL PROGRAMS rjp^ :x;»N „...HmVi K C*f. ■&., Godl", c5* » » E3&3 ■ ^ ESc ?,» -;r.r -" Q- W,lM.,r, tu 10:00pm. ! b.< Th 9-00 p.m. F «:«pm MS* ilOpm ' --, M 1:10 pm. M 9:00 pm M»F MI pn '.!!. f...lO«,. M-F 7 00pm! l«-bl,G.mW S. 1 10 pm ' k"f w f -oopm. : '. tCpw*,,?.' Sy V00p« VjVmV F "0,",'' ■'"V.C^b M-F »OOpZ" T,.,„SH.TK.thl Ig (oopm. 1 - • fia JtS- M^.. £ ^ a&r .ta, 'ffitf »g. ChnnW *%■ H!f- W,H S % T!r „"£n ^ "■„ C.».P*"v.(. »N*t B£ 2KK £ "*-.» 8*5, U<> c|il !l Jt "5" ■-firs, - L\r„ *«N?I s „...,., 'ST IS" '•;."."' SI..,.. „;i:„ ■JkL SKz; r, ©!».«• 1 1 •a? ■a B ~.. LUrtTA, C.-„ SUHPA1 r MONDAY pm TUESDAY WEDNESDAY THURSDAY pm FRIDAY ITU ■7T1 RDAY llil Uk^riO ^ Hliduiest 4:30 4:45 April 1949 tUtpm G.itf^wf. WMoh.1. 8^- "a? 5:30 5:45 SPONSORS Admiral F 7:00 p.m. ■Mfcff jJUn >.,;,,,. i"',™" »!Siu, %*- American Tobacco F 8:30 p. Ballerina W 9:00 p. Bate. Fabric* Su 9:IOp.r Bigelow-Senford Th 8:30 p. '"•K.1-' "felrif' ».«-*- °iiS' Bonaflde Milti F 8:00 p.r Brittol-Myen F 8:00 p.r Cluett, Peebody Th 7,00 p.r ■«& vKi* ■*&■ 6:15 6:30 6:45 -7- 7:15 7:30 7:45 -B- 8:15 8:30 8:45 -9- 9:15 9:30 9:45 fc' ■wfr vCi1 W vE.' 3»; 6:15 6:30 6:45 v5,' RC*-S.d.0 Diiney Su 9:00 p.r DuMcnt Th B00 p.r Electric Auto-Lite Tu 830 p.n Emarion Su 8:00 p.r "fr Sz, w »,„.„.„ -a.- Fireitone M B30 p.r General Food! Su 7-8 p.r M 8:00 p.r Th-F 5:00 p.r ™ °&~ ^zr SS. CB«.-, as „,E7 -;:ir General Motori M 7:30 p.n Tu-Th 6:30 p.n Gillette F 9:00 p.n Houiehold Finance Tu 9:00 p.n rB£- "=••' "m "E" -7- 7:15 7:30 7:45 -8- 8:15 8:30 8:45 -s- 9:15 9:30 9:45 -10- 10:15 10:30 10:45 "•"»' Kellogg Su 5:30 p.n Kraft W 800 p.n Liggett S Meyen W 7:00 p.n F 10:00 p.n P. Lorillerd Su 6:00 p.n DaCrifki :s:. <& SB » srla ...» .;:;., 1?' Motorola Tu 8:30 p,n PhTIco Su 8:00 p.n ..£,«., Philip Morrit M 7:00 p.n Radio Corp of Am M-F 6:00 p.n R. J. Reynoldi M-F 6:50 p.n Stein M 8:00 p.n Swift Th 7:30 p.n Teiei Tu 7 00 p.n Whitehall M&W&F 5:00 p.n £%, Ml 5L "TH- m ..,,... PROGRAMS ^ * '% lauHty Goldb.,,. Cwirtol BL 7r sSl. s-~ II- MyM JSL ¥ Admiral 8'way Review F 7:00 p. t Baclitage With Barry Tu 9:00 p. Believe It Or Not Tu 8 30 p BigelowShow Th 8:30 p. ■tt,' « HF s n? "£" r*,.i0- JE"' ShnTena ». Break the Bank F 8:00 p. Camel Newireol M-F 6:50 p. CBS Newt Tu&Th 6:30 p. Chevrolet on B'way M 7:30 p. "ir Colgate Theater M 8:00 p. Girl About Town Su 9:10 p. S3SS, B •s* ■£=• MJ, !;• Goldbergi M 8:00 p. r-vt Identify M 8:00 p. Kulla. Fran & Ollie M-F 6:00 p Lamb*' Gambol Su 7:30 p. Newireel Su 9:00 p. Ong. Amateur Hour Su 6:00 p PhilcoTVPIayhouie Su 8 00 p Gun Kid* Tu 8:00 p. Phil Silver* Th 7:00 p. LannyRoii Th 7:30 p. Singing Lady Su 5:30 p. Small Fry Club M-F 5:00 p. s Supper Club F 10:00 p. Suipenie Tu 8:30 p. Toleviiion Theatre W 8:00 p - Ill - °~" u" Teiaco Star Theatre Tu 7 00 p ToeitoftheTown Su 8:00 p. Tournem'tofCh"pion» W 9:00 p. Wind'w On The World Th 8:00 p. Your Show Time F 8:30 p. . J *:;' the leading shows in network television Each in its class, these arc the top regularl) scheduled programs according to latest available Hooperatings : Variety Texaco Star Theatre NBC Drama Kraft Television Theatre NBC Sports Gillette Fights NBC News Camel News NBC Forum . .' . . . Author Meets The Critics — General Foods . NBC Art You Are An Artist NBC Feature Film . . Luck) Strikes Your Show Time NBC Juvenile Howdy Doody — Mason — Unique NBC No. 1 in programs . . . No. 1 in advertisers . . . No. I in sponsored hours . . . America's No. 1 Network NBC Television A Service of Radio Corporation of America tv trends Based upon the number of programs and an- nouncements placed by sponsors on TV sta- tions and indexed by Rorabaugh Report on Television Advertising. Business placed for month of July 1948 is used for each base "TOTAL" AND TEN-CITY TRENDS Only in the network category has business jumped in sponsor's control panel of 10 cities. In national selective and local retail TV bus- iness has regained most of the January decline with placement approach-. ing the December level in each category. The network control panel jumped from 140.1 in January to 182.9 in February. Network business in all areas with TV stations jumped fantastically from 300.2 in Januarj to 505.8 in February. Increases in selective with 54 cities reporting was not as spectacular — from 237.2 in January to 280.5 in February. Local retail did a few hand springs, jumping from 283.0 in January to 348.8 in February. Over-all index is based upon 50 network stations, 54 sta- tions with national selective business and 53 with local retail. TV isn't moving as fast as it has in the past but it's moving. BREAKDOWN OF TV BY BUSINESS CATEG0RIIS CATEGORY JUNE JULY I AUG SEPT ! 0(1 NOV DEC JAN FEB MAR I APR MAY NATIONAL & REGIONAL SELECTIVE Buy iru toUl umli of buuntu lli« mould Jul, 1000 ' , till an ISO 5 BERLESDAY (Continued from page 61) half-hour program. This was the case (it isn't any longer) of Howdy Doody, which without help of any other pro- gram on its station (WNBT), or any high audience programs on any other station, still rated 28.8 (week of 8 Februan ) . The sets-in-use figures jumped on the week used for this re- port from 22.3 for 3:30-4:00 p.m. to 46.5 for the Howdy Doody period. With WNBT now programing a full afternoon's schedule, the ratings may change, hut Howdy proved that TV sets are turned on when a program is desired, regardless of the station heing off the air previous to its broadcast. The only thing that holds a TV audience is a program that it wants to see. Sets are turned off when viewers don't find top-drawer eye-and-ear en- tertainment. The first rating for The. Goldbergs was 57.9, which was 83% of the total audience viewing television at that hour (Monday, 14 February, 8-8:30 p.m.). TV is not just an added attraction in a home. It dominates, for as long as two years after a set is purchased, the living habits of a great majority of set owners. When Melvin A. Goldberg, a student of Dr. Leo Srole of Bureau of Applied Social Research of Columbia University, recently did a pilot study on TV it included a section on living habits. Sixty-five percent reported they spent more time at home after purchasing a TV receiver. Sixty-one percent reported they had more guests at home after their purchase. The longer a person is a set-owner the less guests he has, but not to the degree expected. His guests and his visiting are selective. The more friends that have sets, the less the visiting, but also it is noted that TV set-owners tend most to visit homes of friends with TV sets. Sports are still (as indicated in the Goldberg - Srole - Columbia U. pilot study) the number one reason for hav- ing guests for viewing. Eighty-three percent indicate that they frequently invite" the gang to view sporting events. Only 14% indicate that they did the same when special events and all-star telecasts were scheduled. Movies caused only 13% to become hosts, while plays and special events rate 10% each as reasons for house clean- ing. Since TV came into the homes of the G-S-C.U. panel, 41% report that THE MAN FROM SCOTLAND YARD A new television mystery series on film. Al- though each film is complete in itself 'THE MAN FROM SCOTLAND YARD" is designed to hold and build an audience week after week. Available on a national or local basis. Wire for screening prints. Our experience in working with advertisers and agencies and in serving 95% of all television sta- tions daily is now available to you. Our library of over 100 subjects ranging from cartoons to full length features can be applied to your specific program needs. Write for catalog. Now in production "Adventure Album," a new television series, based on adventure stories from the Black Emperor of Haiti, to the mysteries of the tombs of Rameses II and Tutkenhame.n, featuring the well-known explorer Tom Terriss. Screening prints available. FILM EQUITIES I CORP. SERVING TELEVISION 1600 BROADWAY, NEW YORK 19. N. Y. • CI. 7-5850-1-2-3 14 MARCH 1949 6? Baltimore Television means WMAR-TV \s MARYLAND'S pioneer le\e\ ision si al ion, W M \H-T\ consistently cov- ers an area from Washington to Wilmington, (Del.), and from Pennsylvania l<> the Potomac. I'lic peerless propagation of Channel Two carries programs from TWO major networks. via the television slat ion of the Sunpapers of Baltimore to televiewers in the Chesapeake basin area. \\ M \H-T\ 's own <-<>\era^e of politic-d cam- paigns, spoils and special events — civic patriotic, and cultural — is unequaled in this rich, productive area. Represented by THE KATZ AGENCY INCORPORATED ATLANTA • CHICAGO ■ DALLAS DETROIT • KANSAS CITY ■ LOS ANGELES NEW YORK • SAN FRANCISCO household expenses have increased. Eight percent report that their ex- penses have decreased. Their reasons were: "Go to movies less", "less cost for entertainment and food," and "cost of electricity went down" l thev no doubt view in the dark). While "less cash for entertainment and food" ex- plains the eight percent who reported decreased expenses, 16r^ reported the same factors increased their living costs since thc\ installed a TV receiver. Naturalh there are \ iewing differ- ences in I \ families. The differences are generally between children and adults lid', of the time), men and women I 40' , of the time), children among themselves (V ( of the time), and general free-for-alls l6'< of time I. Most surveys indicate that radio broadcasting isn't doin« a good pro- motional job among TV set-owners despite the fact that a considerable number of TV combinations are equipped for radio and record playing. Combined figures from three inde- pendent surveys indicate that in TV homes the average radio sets-in-use is less than 5%. Questioned as to why the\ didn't turn to their radio recei\cr- when TV didn't hold their attention. the almost universal report was, "we just didn't think of it." It isn't be- cause TV homes wouldn't listen when not viewing, but just that the big problem is the fact that newspapers, magazines, and word-of-mouth all focus a great percentage of their atten- tion on the new medium. Radio pub- licity men find they not only have the natural resistance of the printed media lu radio bill a pro-'l \ attitude on the part of editors that makes their job even tougher. The combined space given to both TV and radio is more than radio received bv itself, but it's far from double. TV homes have more newspapers than they've had for some time. That's because TV's feature approach to news whets the appetite for further informa- tion. In the past few years more and more people have turned to newspapers and away from radio for their news. \s reported h\ the National Opinion Research Center and published b\ Prentice-Hall, Inc.. last \car. the con- sumer panel surveyed l>\ NORC re- ported that in L945 35$ turned I" newspapers for new-, while <>!'• turned to radio. In L947 a like sample indicated thai 1895 expected theii new- from newspapers and onlj II'. tuned newscasts. Paul Lazarsfeld "I (Please turn i<> page 72) ask Join Hi mi & ft about I In* Hum & Martin STATIONS IN EC 1 4 II MOM) my- ** wciii)-™ First Stations of Virginia COSTUMES for TELEVISION! NOW Rent COSTUMES . . for your Television Shows! . . Technically Correct! . . over 100.000 in stock! from Broadway's Famous Costumer. The same speedy service enjoyed by NBC, ABC, CBS-TV, WABD, WPIX and Major Broadway Pro- ductions! If outside NYC, wire or airmail your require- ments; 24-hour service when desired! EAVES COSTUME COMPANY Eaves Building 1S1 WEST 46th ST. • NEW YORK 19, N. V. Established 1170 70 SPONSOR Contests and Offers a SPONSOR monthly tabulation SPONSOR PRODUCT PROGRAM TIME OFFER TERMS OUTLET 1 AMERICAN MEAT INSTITUTE Meat i?-™! Wo-t^o. 1 Thursday Booklet: Six New Ideas for frea warmt 10-10:30 im the Thrifty Use of Meat, Send '•<: to sponsor, Chicago ARMOUR & CO Mi at, Chiffon 1 lakes w;„f u , . MTWTF Hint Hunt .,..,..,- pm Miscellaneous merchandise prizes Favorite household hint. Send with Chiffon boxtop to program, Chi- CBS B. T. BABBITT CO Bab-0 David Harum MTW 1 1 3-3:15 pm • eting cards, plus birth- day, anniversary cards Send 250 and the word Bab-0 from green label to program, New Haven CBS CONTINENTAL BAKING CO Hostess Cup Cakes Wonder lit, .i.l Grand Slam MTWTF 11:30-11:45 am Miscellaneous merchandise prizes Submit 5 questions based on music. CBS E. 1. DUPONT CO Cavalcade of America Monday B-8:S0 pm Transformagic booklet. Send 10^ to spon or, Wilmington. Del. NBC FROHSIN CO Department Store FYohsin's Quiz Theatre Sunday 1 : 30-2 pm Various merchandise prizes from store Contestant, selected from audience, answer 5 questions. If 3 questions answered correctly, receive merchan- dise prize. If 5 correct, receive chance M erj Voice" for additional i'ii ... WR1-S \i ander City. Ala. GENERAL FOODS Maxwell House Coffee & Instant W • ndy Warren MTWTF 12-12:15 pm 4 silverplated initialed tea- spoons Send label from jar of Instant Max- well 11 hi i Coffei and 504 to [n tanl Maxwell ll ,,<< , . ii, pt. K, Battle ' k, Mich CBS HELROOS WATCH CO Watches Quick As A Flash Sunday 5:30-6 pm First prize: Kaiser automobile, trip to N. Y. for two, all ex- penses. 100 other cash prizes. Get entry blank at jewelers. Sc nd letter 'if 25 words or less to sponsor, N. Y., why you'd like to own one of th ' watch MBS 1 A^'RFPT PHARMACEUTICAL CO Listerine Toothpaste, Antiseptic, Pro-Phy- Lac-Tic tooth brush, Jewelite Brush & Comb Set Everybody's Hour Tuesday 8-9 pm Contestants get packages con- taining toothpaste, mtisepti: tooth brush. Jewelite set to winner, along with $10. Amateur contes! with winner chosen for showman hip and ability. KGMB Honolulu, I II LEVER BROS Swan, Lux, Lifebuoy, Rinso, Spry, Silver Dust Amos 'n Andy Bob Hope Big Town Aunt Jenny Lux Kadio Theater Sunday 7 : 30-8 pm Tuesday 9-9:30 pm Tuesday 10-10:30 pm MTWTF 12: 15-12:30 pm Monday 9-10:00 pm Total $.-,(1,000 "Tom Th. World" prizes. First prize: Cruise around world for two. All ex (lenses, plus pocket money, clothes allowance, or $10,000 cash. Second prizes: 15 trips to Europe, plus pocket money, baggage, or $2,500 cash. Third prizes: Four hun- dred $10 bills Complete 25-word sentence: '"1 like large or bath size (product name hen i 1" cause . . ." Send to conti ' New York CBS NBC NBC CBS ■ B£ MARS. INC Thr,, Musketeers Dr. I.Q. Jr. Saturday 5:30-6 pm $50 for each tongue-twister used. Submit tongue-twister of 6 words or less to program, Chicago. NBC PILLSBURY MILLS Pillsbury product - Grand Central! Saturday Station | 12:30-1 pm 3-piece Rogers Silver V> set Send Pillsbury product coupon to sponsor. Minneapolis CBS Dreft B-ah MTWTF Compact Send cardboard liner inside Shasta cap and 50tf to Shasta. Cinncinnati i BS PROCTER & GAMBLE Ivory Soap Big Sister MTWTF 1-1:15 pm Coupon worth 15c toward pur- chase of Duz, Ivory Snow No requirements, coupon obtainabl at dealer, redeemable by mail to sponsor, Cincim i BS Oxydcl Dreft Ma Perkins Brighter Day MTWTF 3:15-3:30 pm MTWTF 10:45-1 1 am 12 gladioli bulbs. Si-nd etth.-r < Ky.lnl oi Dnfl boxtop and 250 to program, Cincinnati \ Pa NBC Oxydol Ma Perkins MTWTF 1:15-1:30 pm 7 packages of flower seeds Send Oxydcl boxtop and 10 affiliati - and ii- clients. Ii hasn l been so w ilh tin- National Broadcasting Company. \A ith the loss of several of its top ranking programs, ii has been spurred into production ailivitv which has surprised the field and which, while it ha- vet to prove itself, gives | use of setting the pace for network broadcasting in 1949-50. NBC stations were expected to have the knife < >ui for top network polic) men. Ihu- far ihcv haven I even un- sheathed theii daggers. Instead, NBC's affiliates have voted to work with the senior web and to actuall) suppoi i its I notional efforts with cash and -wcai. The vci\ stations thai were ex- pected to slug hardesl were the stations which have lolled up their sleeves and ■■.He to work hardesl to resell radio. Out of NBC's allies has come a partnership that didn't exist before the Benin exodus, \lanv of NBC's aliili- ates have been prone in the pa>t to ride on the network's coattails, both program and promotionwise. Ibis hasn t been healthy, even though il has bcen vcrv profitable for the stations — and NBC. Now that the coattails aren't so plush, the stal ions ha\ e \ oted to stand bv NBC and help it regain ils former supremacy. Ii doesn't reall) mattei wheihei NBC leads the parade again or not. AA hai doe- mallei is thai there is a hoi team working to bring bettei programs i" the air and to promote ihi'in better. M SPONSOR Listeners In Kansas City's Primary Trade Area VOTE FOR 1U KMBC-KFRM 7e*m The first Area Radio Study of The Kansas City Primary Trade Area shows The KMBC-KFRM Team far in the lead of all broadcasters heard in the area. Made in the fall of 1948 by Conlan & Associates, this study is believed to be the largest coincidental survey of its kind ever conducted. Factual data from this survey of more than 1 ()(),()()() calls is published in three books — The KMBC-KFRM Team Area Study (Kansas City Primary Trade Area), the KMBC Area Study, and the KFRM Area Study. These Area studies which cover 8 a.m. to 6:30 p.m. throughout one week, (KFRM is a daytime station) ending in early October, exclude the larger cities: both Kansas City's (Missouri and Kansas) St. Joseph, Topeka, Salina, Hutchinson and Wichita, surveys for all of which have been made by Conlan. The KMBC Area Study proves KMBC is the most listened to station (daytime) within an aver- age radius of slightly over 100 miles from Kan- sas City! The KFRM Area Study proves KFRM is the most listened to (daytime) station in Kansas within KFRM's half-millivolt contour! (KFRM is a day- time station.) KMBC Area Survey KFRM Area Survey KMBC-KFRM Team Area Survey (Kansas City Primary Trade Area) Station K A B C D E F Station K A B C D E F Station K A D C K D E F M M F R B BR M C CM These graphs illustrate the percentage of total audience of KMBC and KFRM, as de- termined by the Conlan survey, in comparison to the other leading stations of the area. There were 73 Kansas, 5 Oklahoma and 4 Nebraska counties included in the KFRM Area Survey, (Wichita, Salina, Hutchinson excluded) with a population of 1,011,- 750; all within KFRM's half-millivolt contour. In the KMBC Area Survey there were 61 counties, (Kan- sas City, Mo., Kansas City, Kansas, St. Joseph, Topeka ex- cluded); all within KMBC's half-millivolt daytime contour. In the KMBC-KFRM Area Survey for the Kansas City Primary Trade area, as defined by Dr. W. D. Bryant, now research director for the 10th Federal Reserve District, there were 135 counties, with a total population of 2,099,- 531; all counties being within the half-millivolt daytime contours of KMBC-KFRM. (Metropolitan areas named were excluded.) Only The KMBC-KFRM Team delivers complete cover- age of the great Kansas City Trade area! The KMBC- KFRM Team provides the most economical circulation an advertiser can buy to cover this huge, important trade area. KMBC OF KANSAS CITY OWnfcD AND OPERATED KFR For Kansas Farm Coverage Represented Nationally by FREE & PETERS, INC. BY MIDLAND BROADCASTING COMPANY Th e SWW is to^B inKansas (?% Last year, 167 new sponsors \ (55 of them local) joined thjp Swing to WHB. More Kansas? \t Cfjwfotd CHANUTE • NEODESHA City advertisers now use WHB than all other stations combined. In one year (1948), WHB increased its power ten times . . . received 147% more mail . . . added to its coverage area 89 new counties in three states, with a potential of two and a half million new listeners. * u/ror - LAMAR • PITTSBURG -NCE « COLUMBUS • || w j OP LIN \v • * COrrEYVILLE >W»"*PICHER • / /MEASURED PRIMARY COVERAGE Alice had a wonderful time. But think how many more wonderful things could have happened to her in the age of radio and television. In WMBG-WTVR-WCOD land new adventures happen daily. And these First Stations of Virginia make them happen. For instance, WMBG was the first station of Virginia to broadcast during the daylight hours. First to own recording equipment. WTVR (now operating with full power) was the South's first television station. First in the country to sign for an NBC-TV hookup. Yes, Alice had fun. But she should have lived in WMBG-WTVR-WCOD land. WMBG « WTVR 'v WGOD ™ Wfrt/GfyafamA #/ty//jyf'/im Havens and Martin Stations, Richmond 20, Va. John Blair & Company, National Representatives Affiliates of National Broadcasting Company TS.. .SPONSOR REPORTS.. .; SPONSOR REPORT 28 March 1949 E.T. program Transcription producers are putting on pressure, with practically plans big all companies announcing new series between now and NAB convention. Bruce Eells will have 2 new programs, Standard 5 specials, Broad- casters' Guild 1, and Frederic Ziv at least 3. Harry Goodman also has something new up his sleeve. -SR- Fight for "long" cigarette market will find R. J. Reynolds (Cava- liers) , American Tobacco (Pall Malls and Herbert Tareytons) , P. Lorillard (Embassy) , Liggett & Myers (Fatimas) , and Brown and Wil- liamson (Life) all using selective advertising to push brands. -SR- Brisk, a new S. C. Johnson product, will find its way to "Fibber McGee and Molly" program just as soon as current tests throughout country have been completed. It's a variation of Johnson's Drax which was tested but not pushed two years ago (SPONSOR, January 1947) . -SR- Emerson Radio and Television will not be off television air for very long. President Abrams doesn't like sponsoring a program he can't control, and "Toast of the Town" was a CBS-Ed Sullivan pack- age. -SR- Refrigerators are moving slowly. Result: General Electric ,Frigi- daire, Servel, Crosley, and a number of other manufacturers are starting to cut price tags. Several firms will use selective adver- tising to highlight cuts. Others like GE will use "price" copy on their regular network programs. -SR- Battling Jack Benny hit Horace Heidt's rating so hard that Philip Morris decided that cigarette vs. cigarette (Lucky Strike vs. Philip Morris) just didn't make any sense. Result: Heidt goes back to his old 10:30 p.m. time on Sundays, with NBC replacing him with a give- away program. -SR- Coupon books Several new "coupon book" broadcast campaigns are in works. Not selling only are some promoters out with books of cut-rate coupons which sell at $1.00, but retail groups in number of towns are jointly sponsoring books which contain "trial" offers. Air sales of these books have run as high as 1,000 a day. -SR- Zenith ads Zenith's TV set obsolesence ads have so roused manufacturers that rousing new association is forming. Zenith's appeal, like all McDonald's TV set promotions, focuses buyers' attention on Zenith at expense of rest manufacturers 0f industry. Zenith was late in getting into TV swim and wants to make up for lost time. New cigarette battle on Fibber may push new product Emerson will return to TV air Air to feature refrigeration price cuts You can't fight Benny SPONSOK. Volume ::. No 9, 2s Marcti 1949. Published every other Mondav by SPONSoit Publical on Inc.. 32nd and Elm. Baltimore 11. Md. Advertising. Editorial, Circu- lation Offices 40 West .".2 St . New fork 11», N.Y. $S a year in U. S. JD elsewhere. Application for entry as Becond class matter is pending at Baltimore. Md. post office. 28 MARCH 1949 REPORTS. . .SPONSOR RE PORTS. .. SPONSOR R National weekly ratings now available Fan mag formula still unknown Only 1 NBC rep on RCA board TV network sales up News source protection gaining WLW setting TV pace KNUZ protects show title via trademark A. C. Nielsen's radio index, as of 1 March, it has been announced by- Art Nielsen, covers the nation for first time. Protectable ratings are available weekly for first time in radio history. -SR- Radio and television fan publication formula is still undeveloped. Latest attempt, "Radio Stars and Television", folds with April issue. Not even extensive Dell Publications resources could keep it going. -SR- Despite major contribution NBC makes to RCA income, Niles Trammell is only operating executive of network on Radio Corporation's board. -SR- Network gross time sales for TV for February jumped 99%, in Rora- baugh control week of 6-12 February, to $137,496. Selective TV placement for same control week was $167,839, and local-retail ad- vertising placement for week was $118,029. Local-retail was up 33% from January. -SR- Radio newsmen are being protected on their news sources by more and more states. Arkansas and Georgia are latest states to protect newscasters. NAB's battle to eliminate discrimination against radio newsmen is gathering momentum. -SR- Crosley is setting the pace to cover the WLW territory with its TV operation. Crosley's own network will work via station-to-station relays, with a special relay station on top of Mechanicsburg moun- tain. -SR- Protection for name of broadcast program has been achieved in Texas. KNUZ has registered with Texas Secretary of State name "Houston Hoedown." This saves station from having to resort to common law protection, which is expensive and involved operation. (Please turn to page 36) capsuled highlights IN THIS ISSUE What makes Bulova tick is detailed step by page 23 step in the first complete report of America's number one watch firm. Automobile dealer associations are most page 26 active factor in automotive advertising today. The dealers' side of car selling is the basis of SPONSOR'S second automotive report. How many stations in 1955? That's problem page 30 for advertisers, just as it is for the broadcasting industry. BMB has had to meet one crisis after another, page 29 SPONSOR reports for the first time in any trade paper what "average daily audience" figures look like. What about rates? asks Mr. Sponsor in this page 38 issue. Whe American business in Argentina. it going ? And why. IN FUTURE ISSUES The story of auto accesories and parts is scheduled for SPONSOR'S next report on "The Automotive Picture." NAB Evaluation is more of a project than a story. It's an annual study made from sponsor and agency reaction to the industry associa- tion's previous years activities. Warm-ups and after-pieces are mislaid in most agency and sponsor plans. It's a foolish neglect and SPONSOR reports why. Soap opera success is no accident. The first episode of an intensive report from exclusive sources is due in SPONSOR'S next issue. page 32 11 April 11 April 11 April 11 April SPONSOR ( Mr. Mid-America Tells Your Story to the Farm Belt. JACK JACKSON . . . Between his "Farm Topics," "Party Line" and "Farm Editor" broadcasts, Jack is likely to show up any- where anytime. BRUCE DAVIES gives Mid-America farmers their market reports daily direct from K. C. livestock Exchange. at a Low, LOW Cost per 1000 Coverage! You have to know your way around a barnyard to talk convincingly to farmers! And that's just where our Mr. Mid-America Farmer, (KCMO's Di- rector of Agriculture) Jack Jackson, excels. Jack is a farm lad from way back. His background includes 4-H, FFA, teacher of vocational agriculture, county agricultural agent and Radio Editor of Texas A & M College. Because Jack Jackson knows the language farmers listen to, he's your best bet when you have a story you want farmers to hear. At his com- mand are over 442,000 farm families inside KCMO's measured Vi mv. area. These families produce on their farms an amazing 9.3 per cent of the total farm income in America! They're a "buying crowd." To tell your story to Mid-America farmers at a low, LOW cost per WOO coverage, tell it on KCMO, Kansas City's most powerful station! ONE Does // In Mid-America ONE station ONE rate card ONE spot on the dial ONE set of call letters 50,000 WATTS DAYT/ME-Non-D/rec/iona/ and KCFM . . . 94.9 Megacycles 10,000 WATTS NIGHT KANSAS CITY, MISSOURI Basic ABC for Mi d - A me ric a -810 fee. 28 MARCH 1949 VOL 3 HO- 28 M*tH A9A9 4 8 10 14 17 23 SPONSOR REPORTS 40 WEST 52ND ON THE HILL MR. SPONSOR: LEWIS F. BONHAM P.S. NEW AND RENEW WHAT MAKES BULOVA TICK? THE AUTOMOTIVE PICTURE. (PART TWO) 26 THE BMB CRISIS 28 WILL THERE BE 3,000 STATIONS IN 1955? 30 YOU CAN'T DO BUSINESS WITH ARGENTINA 32 MR. SPONSOR ASKS 38 4-NETWORK PROGRAM COMPARAGRAPH 51 "NEW MONEY" FOR TV 56 TV RESULTS 59 SPONSOR SPEAKS 70 APPLAUSE 70 Published biweekly by SPONSOR PUBLICATIONS INC. i . Offices: 40 w Street, New fork 10, N v Telephone Plaza 3-0210. ChlraKo Office: ai.u N. Michigan Avenue, Telephom unelal 155H. PubUcat OH and 1 Baltimore, Mi] Subscriptions: United States 18 a year, Canada (0. SlnKle copies 6fic Primed In D. S. A. Cupyrliibt 11)49 SPONSOR PUBLICATIONS INC. nt and Publisher: Norman it. Glenn. Si Elaine Couper Glenn. Bdltoi Jo eph M. Koehler. A i i ml Bannister, Charles Sinclair. Dun Blchman. Besearcher: Stella Itrauner. Art Hows i ■ i i Dthal. AdvcrtUInK I I ; Mil U>] i lerrv OI3 mi Ji : 1 lx)s I'.lul : D n \ ScoM & Co . Mills Bids Hon Kave Clrculai 1 • 1 it r 11 in. icn Bway "ti ,1 lifetime" :ili[»;il ' Ive audlonco 40 West 52nd TV SUCCESS ^i our article on daytime TV (28 February, page 24) was really a ter- rific study of the subject. 1 thought you might like to know a little about KFI-TV's operation be- cause (a) we are the only station that is exclusively daytime, and (b) one of the few that have realistic cards — a $150 base rate for a 100,000-set area. Our initial success indicates that we are on the right track — 20 new accounts the first week, a considerable number of them retail. Our approach to selling television is this: we are selling on a cost-per-thousand basis, ignoring the added impact of tele- vision. Kevin B. Sweeney Sales & Promotion Mgr. KFI, Los Angeles IF BMB FOLDS . . . I thought your article entitled "I he BMB Dilemma"' in the February 28 issue of sponsor was an excellent ap- praisal of the difficult) in which BMB now finds itself. Your editorial on the subject of BMB was certainly punch) and to the point. There is no question in my mind that if BMB is permitted to fold up now it will lake many years to bring into existence again an in- dustry research organization capable of doing the kind of job radio and tele\ ision need. I am glad to see that there is one trade publication which senses the true value of the issues involved in BMB's presenl difficulties, and is willing to lake an objective and constructive view-point regarding them. I nfortu- oately, the great major it) ol trade press coverage to date has evolved around personalities and the exploita- tion of unfavorable day-to-daj develop- ments. In this atmosphere, the real research ai complishments ol BMB have been completclv lo>t sight of 1>\ much ol the trade. II. M. Bevii.i.e. Jr. Directoi o) Research, VflC, VT. HOW TO / $ * ON YOUR PROGRAM SCHEDULE PUBLICATION and MAILING LAMENTS "LAMENT" The article entitled "Transcription Producers' Lament" in youi cui rent i Please turn u> page 6 > I RADI0TIME Puts radio and television schedules in one standardized easy-to-use publication. Eliminates the confusion and neces- sity of maintaining schedule files. — No lost schedules ... no time wasted in filing or searching. Assures the advertiser and agency- man of current, up-to-date informa- tion. Gives clients and prospects all the program facts in a single, complete book, WHEN they want it, and HOW they want it. Endorsed by timebuyers, agency- men and advertisers as one of the most valuable new service develop- ments. WRITE TODAY for sample copy and full particulars. RADIOTIME, Inc. 53 West Jackson Boulevard CHICAGO 4 ILLINOIS o Make big ones out of little ones... Agencies. Success Story: Small advertiser gets sound agency advice . . . uses Capitol Transcription Library to build distinctive show . . . saves talent costs, therefore can buy more time, cover more markets. Result is expanding business for client, increased billing for agency. Mail in the coupon, get the whole story with complete descriptive booklet and FREE audition discs. A UNIQUE LIBRARY PROGRAM SERVICE Capitol Transcriptions Sunset and Vine, Dept. S2 Hollywood 28, California Rush information, including free audition discs, on use of Capitol Transcriptions for building shows in selective markets. Name Company Street City Position State TRANSIT RADIO ... A NEW IDEA . . . Reach Customers at Lowest Advertising ^ TRANSIT RADIO IS FM BROADCASTING TO PASSENGERS ON BUSES AND STREET CARS Low-Cost Rate Structure Based on Passenger Counts Perfect Sound Distribution Throughout Vehicle Every Passenger Is Within A Few Feet Of A Speaker Overhead Five to eight loudspeakers are mounted on the overhead panels to achieve perfect sound distribution. Reception is easy on the ears. The clarity and high fidelity of FM eliminates static and electrical interference and does justice to the high quality of Transit Radio programming. Receivers are permanently locked to the stations' frequency with pin-point precision so there can be no fading, wavering or other faulty tune-in. Effective recep- tion of advertising messages is assured. "Voice Emphasis" On Commercials When the studio announcer reads a commercial the volume in the bus or streetcar is automatically raised about 8 decibels. This "Voice Emphasis" adds extra impact to the advertising message. PLEASANT PROGRAMMING TO RELAX PASSENGERS rMJSiC *$# FM broadcasting to public transit vehicles is entirely separate and dis- tinct from AM broadcasting. The problems are different, the program- ming approach is different. Music is the keystone of Transit Radio programming— good music, me- lodic popular tunes by the nation's leading orchestras and vocalists. News headline roundups lasting two to three minutes are broadcast every twenty to thirty minutes. Time signals, weather reports and sports scores add to the relaxing enter- tainment. Spvcio/ Feature Progromi Commercials, live or transcribed, are limited to 50 words or 25 seconds. "Minute Programs," combining en- tertainment with commercials are acceptable. Homemaker hints, oddi- ties, sporl i ict and similai quickie ' i ibed programs come in this category These programs can, of course, feature nationally known or local celebrities .previously identified with the sponsor's advertising. 4» In the rapidly expanding list of cities, passengers on public transit vehicles now "listen-as- they-ride" to music, news, weather reports, time signals, sports scores and other special features . . .and to advertising commercials. The latter are available through the medium of Transit Radio as spot announce- ments, live or transcribed, or as commercials within sponsored specKii jeature programs. Counted, Guaranteed Audience Transit Radio introduces sev- eral new dimensions giving it unique advantages as an adver- tising medium. The audience reached by the advertiser's mes- sage is a counted, guaranteed audience. No surveys are neces- sary—guesswork plays no part. The actual audit of paid passen- ger jares determines the rate paid by the advertiser. A Selected Audience Different age-groups, worker- types and income-classes ride the buses and street cars .during the various time periods of the day. Since this audience com- position is known, the advertiser can select his most receptive customers by selecting the hours when they are known to ride. The Lowest-Cost Medium Class "A" Time includes the rush hour periods in the morn- ing and late afternoon. Rates in each of the Transit Radio cities are based on a formula of approximately 75c-per-thousand guaranteed passengers (at 260- time frequency). To determine the rates, passenger-count audits are averaged by half hour periods. Class "B" and Class "C" Time include the daytime shopping hours and the later evening hours respectively. Similarly, passenger-counts are used as the basis for determining rates of $1.00 - or - less - per - thousand guaranteed passengers (at 260- time frequency) An Audience In Transit Riders are close to points of sale, actually within minutes of outlets where your advertising can be translated into sales. At Drug Stores At Shopping Centers WHO HAS ORGANIZED TRANSIT RADIO, INC.? The Transit Radio idea and or- ganization have been fathered by men and companies whose suc- cesses in radio and advertising are nationally recognized. These founders and stockholders of Transit Radio, Inc. are substan- tial, multi-million dollar companies. A solid organization has been formed, one with which you can deal in complete confidence: WKRC WCTS — Cincinnati The Yankee Network Times-Star WJW— Cleveland, Ohio KXOK— St. Louis Wht»R— Baltimore Sun Stir Times WWDC- Washington. 0. C. KPRC — Houston Post WGBf — Evansulle. Ind. SPONSOR ANEW VOICE... A NEW MEDIUM! Cost Who ' 'Listen -As - They - Ride >> t vm HI) We wont move o ftep until Gene Krupo finishes playing Drumbooaje' Do Passengers Like Transit Radio? "Yes" I Is The Overwhelming Answer Over 95% Approval by 31,943 Passengers Interviewed in 8 Transit Radio Cities Public Transit Companies are understanding^ sensitive to pub- lic opinion. They approached the awarding of franchises for transit radio broadcasting conservatively. First, commercial operations on a test basis were conducted for a period of time to allow thorough study. Then independent research organizations were employed to get the approval and disapproval votes of the passengers. Each of the surveys was con- ducted while advertising was being broadcast. The over 95% approval by riders is one of the most en- thusiastic endorsements ever ac- corded a new medium. Seasonal Products Can Be Tied in With Local Weather Conditions The sales curves of many prod- ucts and services are inseparably linked with temperature fluctua- tions and weather conditions. Ad- vertising timing is all-important. Some of these seasonal products include rainwear, anti-freeze, hot- weather beverages, electric fans, insecticides, frozen foods and other familiar examples. Transit Radio stations will co- operate fully so that advertisers in this category can capitalize fully on the flexibility of this medium. FM AUDIENCE AT HOME IS "BONUS" Programs broadcast to Transit Radio vehicles via FM simultane- ously reach homes in the area with FM receiving sets. The size of this bonus audience varies from city to city, apparently in ratio to the aggressiveness with which FM sets have been promoted rather than to population. This fact is reflected in the esti- mated number of FM sets in the following typical Transit Radio cities: St. Louis 50,000, Cincinnati 30,000, Washington 70,000, Houston 25,000, Baltimore 67,000, Worcester 7,500. MR. & MRS. "EVERYBODY" AND FAMILY RIDE THE BUSES AND STREET CARS 80 to 82 Per Cent of the General Public Rides Public Transportation in Urban Centers, All Income Classes Represented Transit Radio puts advertisers in contact with this market in motion. Often the passengers' first ports of call are retail outlets. The Psychological Moment To Influence Customers Advertisers are offered the dis- tinct advantage of literally getting in the last word. A large percent- age of transit riders are headed somewhere to buy somebody's products. You can now catch their ear just before they get off at department stores, fashion stores, drug stores, and jewelry stores— and homeward bound at neighbor- hood food, drug and shopping center stores. Visualize the extra payoff in sales when the commercial urges "Get X Brand of hosiery" before a customer gets off at a department store— "Get Z Brand of meat" be- fore a customer gets off at a corner food store. Local Coverage Unequaled By Any Other Media Transit Radio very nearly ap- proximates total coverage in the growing list of cities where it is in operation. In each city, ranging in size from large to small, the number of daily riders on the average week- day just about equals or exceeds the total population. For example, in St. Louis with a population of 1,238,361, average daily rides on 1,290 Transit Radio vehicles totals 1,342,402. In Hous- ton, population 558,979, riders on 600 TR vehicles total 419,059. In Huntington, population 100,486, rid- ers on 80 TR vehicles total 75,906. TRANSIT RADIO MARKETS Franchises are in Negotiation in Practically Every Major City from Coast to Coast The following cities are currently in operation: Cincinnati, Ohio Covington, Ky.; Des Moines, la. Houston, Tex.; Huntington, W. Va. Kansas City, Mo.; St. Louis, Mo. Tacoma, Wash.; Topeka, Kans. Washington, D. C; Wilkes-Barre Pa.; Worcester, Mass.; Allentown Pa.; Evansville, Ind. Because of the rapid addition of new Transit Radio markets, please consult your nearest Transit Radio office: listed below. Select Your Audience! Pick the time and you pick the audience you want! Accurate data can be supplied on audience-com- position at various times in every Transit Radio city. 6:00-7:30 A.M.- Faetory workers 7:30-9:00 A.M.- White collar group 9:00-4:00 P.M.- The Housewife-Shopper 4:00-6:30 P.M.- Homebound shoppers, students, workers 6:30-11:00 P.M.- Entertainment seekers TRANSIT RADIO, INC NEW YORK: 250 Pork Avenue-Mur. Hill 8-9254 William H. Ensign, Manager CHICAGO: 35 East Wacker Dr. -Financial 6-4281 Frank E. Pellegrin, National Sales Mgr PHILADELPHIA: Alden Park Manor— Victor 41021 Arnold Nygren, Manager CINCINNATI: Union Trust Building — Dunbar 7775 Richard C. Crisler, Vice-President 28 MARCH 1949 Advertising needs -friends in Washington and other places Advertising hasn't any real friends in Washington, des- pite all the good puhlic relations work that the Advertis- ing Couneil has been doing these past few years. Reason is simple. Advertising's relationship to production has never been proper!) presented. With labor and liberals both anti-advertising, all media are suffering attacks. Radio campaign to sell advertising and its key position in the national economj has been talked of. but that's all. Will Federal Trade Commission continue as is? Federal Trade Commission, anathema to many business- men, hasn't received much attention from the White House. Many corporations, including radio advertisers, who ha\c cases up Itefore the (ioinmission and who would like to know just what bias this "high court"' of business will use next year, must wait until President Truman and/ oi Secretary of Commerce Charles Sawyer get around to it. Food and drug administration annoyed by N.Y. Health Department publicity I .S. I ""il and Drugs administration is annoyed by recenl publicity of the New York Health Department regarding television and radio advertising. The New York bureau was pictured as monitoring radio and TV stations for false or misleading statements in advertising. Since radio and TV transcend state lines, supervision of drug advertis- ing has generally keen left to Federal Bureau. Policing by 4?> states raises specters of real headaches for U.S. standard setting, annoying to Washington, Frightening to most air advertisers. Since Yi~ . Department hasn't even an appropriation for a TV set yet. it was all pufferv but puffs make headache-, too. Broadcast mail backs Truman 1000 to 1 Recenl broadcasts "I the President have brought such an avalanche "I favorable mail that he's more than ever set on urging Congress to pass all the bills he promised whil< campaigning last year. Mail from broadcasts has keen thousand i" one pro-Truman. Farmers want action to protect farm prices Farmers have been much more voluble in past two weeks than during last full year, not because the pinch has al- ready hit them, but because it has hit their organizations. Heads of the Grange and other farm organizations have keen telling their members to "get after Washington to save our investment." Farmers have a good man to fight for them in Secretary of Agriculture Charles F. Brannan. He"ll trv anything for the rural folks — at least once. Cigarette direct-mail selling getting congressional attention Because direct-mail selling ol cigarettes is consistently used to circumvent local sales tax regulations, the business is under attack on the Hill. Number of bills await con- gressional action, all with the objective of banning direct- mail selling of tobacco products. Stations are watching these bills carefully, not because they're worried about losing their mail-order cigarette advertising, but because if discriminatory legislation on one product is possible. such moves can he extended to other products advertised by air. Network station representation problem may be tabled Investigation of networks by the Federal Communications Commission may result in tabling for the time being any action by the Commission on the rights of the networks to represent stations not owned by them. It makes little sense In icgulale networks piecemeal. FCC hasn't an outstanding reason for the network investigation, but announced that it's time to reevaluate previous network regulations. Wages and prices decline an educational problem Biggest job facing Washington is problem ol educating the puhlic to fact that both prices and wages must be subject to downward revision. Truman is said to be look- ing for a man who will undertake this difficult public relations assignment. He has asked a number of key business men if their corporations would participate in such a campaign. Thus far. all interviewed have begged off. Even the networks of the nation have asked to be relieved of such an assignment. Commodity and wage ties to living and product in disrepute The lieing of the price of new materials to the price of a manufactured product is growing in disfavor. The practice of tieing wages to the cost-of-living index is also growing in negative reaction. Recently Cuba was forced to drop a contract which tied the sales price of molasses to the price of industrial alcohol in the manufacture of which the molasses was being used. Reason? Industrial alcohol price had dropped so low that molasses was bring- ing just 2.V , of the original contract price. Recent con- trad renegotiations between several unions and manage- ment- finds the unions living to ease OUt the cost-of-living index lie of wanes. I nion members do not like automatic 9 SPONSOR POUICR POUI6R vomit 50,000 watts of it daytime, 10,000 night where the people are, in fast-growing, rich Sooth Florida to do the biggest single selling job in all Florida \UBBB FLORIDA'S ONLY 50,000 WATT STATION \ Represented by Katz 28 MARCH 1949 for Profitable Selling WDEL WILMINGTON DEIAWA R E 1-VEST EASTON PENNSYLVAN I A WKBO HARRISBURG PENN SYLVANI A WORK YORK PENN SYLVAN I A, WRAW READING E N N SYLVAN I WGAL LANCASTER PENN SYLVA N I A Represented by ROBERT MEEKER ASSOCIATES Loi Angelei New York Son Francisco Chicago STEINMAN STATIONS 3/r. Sponsor I. vu is I •'. Itoiilmm Director of Advertising & Sales Promotion The Mennen Company, Newark, N. J. There is nothing spectacular about Lew Bonhams methods of letting the American male know the virtues of Mennen shave cream, or of telling the American mother that Junior's tender skin will take more kindly to Mennen baby oil. Bonham himself can see no rea- son why particular attention should be called to the steady, pro- ductive job he has done for the Mennen Company in his five years with the firm. The modesty and self-effacement are not false, either; he just feels that he's handling Mermen's advertising in the only sensi- ble way it can be handled. Prior to Bonham's entrance into the compain I in the same posi- tion of advertising and sales promotion director that he holds today > Mennen had confined its broadcast advertising pretty exclusively to nighttime network programs. With Bonham taking over the reins. the formula changed to selective and daytime. His idea was to reach men with his Mennen shaving cream message at the time they would be most vulnerable — early morning, and especially during the a.m. shaving chore. And to plant air selling of the Mennen phar- maceutical line (antiseptic oil, borated powder, etc. I when it would do the most good, he chose afternoon slots for housewife listening. The campaign (representing an annual $600,000 expenditure out of an overall ad budget of $2,500,000) remains prettj constant. utilizing about 50 powerhouse stations in as many markets. Pro- grams are generally three 15-minute shows weekly, usually musical and revolving around local personalities. There are exceptions: newscasts across-the-board on WNBC and WOR, New York: like- wise on the ('.US Pacific ('oast network. Handsome, prematurely gray Lew Bonham has broughl a com- prehensive knowledge of selling to his Mennen job. He started out as a salesman and then sales manager for one division of the Dixon Company, before going with the Personal Products Corporation (a subsidiary ol Johnson \ Johnson I as merchandising manager. He left the latter to join the 7 1 -\ car-old Mennen organization. \n avid duck hunter, Bonham can be found, whenever he can get ;i\v;i\ from his desk, in Florida. Virginia. Mankind, or wherever it s open season on the swimming birds. An equally avid dog fancier, he w riles a column for the American kennel Chili Gazette. 10 SPONSOR She' \ airwave advertising with better results at less cost. $7.50 FUNK & WAGNALLS COMPANY 153 E. 24th St., New York 10, N.Y. S328 Please send me a copy of Wolfe's MODERN RADIO ADVERTISING at $7 50. I understand you will send the book to me on approval, and I may return it if not entirely satisfied. (We pay postage on orders accompanied by remittance. Same return privilege.) NAME ADDRESS CITY ZONE STATE POSITION COMPANY I 1 Check enclosed Bill me p.s See: "50-50 Deal — Blackstone Establishes Name" ISSUe: 14 February 1949, p. 29 Subject: Frigidaire approves list of transcribed programs in dealer-co-op plan The Frigidaire Division of General Motors Corporation has just ap- proved a group of 24 transcribed programs for dealer-cooperative sponsorship. They'll share costs 50-50. This is a leaf from the re- markably successful co-op plan of the Blackstone Corporation which got under way last October. There is a major difference, however. Ad-manager James E. Peters of Blackstone selected a single program to offer his outlets. He (hose to make the decision as to the ideal transcribed show to sell his washing machines. Frigidaire. on the other hand, has ap- proved 24 waxed shows in the belief that stations and local outlets can choose the best available show and time available in their market. The programs are of five, 15, and 30-minute lengths and provide a variety of moods. Productions are from NBC Radio Recording, Harry S. Goodman. Monogram Radio Programs, Ford Bond, and Hopkins Syndicate. The deal is handled through the Ralph S. MeFeely Co., Columbus. Ohio, representatives for transcribed show-. Letters from McFeely's office went to stations in all Frigidaire markets on 7 March announcing the deal. Meanwhile the 92 stations that were broadcasting Blackstone, Magic Detective for Blackstone washers have grown to 148. including all stations of the regional Columbine I Colorado I and Arrowhead i Minnesota. Wisconsin) net- works. Stations and dealers in each area where Blackstone. the live magician, takes his road show are always able to tie in special mer- chandising displays with his appearances. Distributors often furnish blocks of tickets to employees of retail outlets in the area. This builds appreciation for the radio version of the magician. p.S See: "General Baking Uses Selective Radio" ISSUe: 14 February 1949, p. 22 Subject: GB extends Pa. delivery area three times due to e.t. series on WPWA, Chester I he pull of shrewdh handled selective radio has once again been abl\ demonstrated to General Baking Compan) (Bond Bread I home office officials, this time through an announcement series with an idea behind it. on WPWA in Chester. Pennsx lvania. General Baking has, for almost a decade, foregone network pro- grams in favor of strictly selective radio advertising. A. W. Weil, local manager of GB in the Philadelphia area, wasn't however, inter- ested in any form of advertising that wouldn't produce sales. "I won't." Weil hail often declared, "spend a nickel on radio unless I see tangible results." This attitude rather unreasonably called upon radio to do a good job without being hired in the first place. Weil finally gave radio its chance recently, however. Lou Poller. WPWA sales manager, sold him a series of syndicated transcriptions. produced by Harry S. Goodman. The one-minute announcements, titled What's in a Name?, went on \\ P\\ \ four limes daily, with listenei appeal engendered this way: the station -end- out postcards to all those people in the area named Smith, Jones, Brown, etc. (one name group Foi each broadcast), and advises them that if the) want to Imd i ml how their particular name came to be. tune in \\ P\\ \ for the explanation. The result: after \'.\ week- I!!' w trade opened up lot Bond bread, based on the company's figures ol having 100 customers out of 1.000 people in the area, with H>0 more possibilities and the | Please turn to page 60) 14 SPONSOR Penetration is the pay-off! j^nuary^^9 Don lee Broao fornl» LO. Don Holly"0 od 28 Mle are very r ar 101" „ ..M,a.sel«er ^"ViSitlM »« Se«spaper-oi Paclfic ^> *M*Mt no Coast coverage jv«aoff through th « y one-A-Oav Cr^o--OS- erely,ours. you »IC si^cereiy j Vice-rre=» FOCEL Enclosures Miles California Company demands complete Pacific Coast market penetration to match Alka-Seltzer's complete mar- ket distribution. No wonder then that the Alka-Seltzer Newspaper of the Air— the Coast's Highest Rated Newscast*— is celebrating its 15th Anniversary on the Don Lee Broadcasting System. *C. E. Hooper, January 1949 When you're on the Don Lee Network your sales message is broadcast from within 45 important Pacific Coast mar- kets. That's penetration! It pays off in more sales, not only in some sections, but all over the vast Pacific Coast. »*"<.**. S3***' » «* ~.«t? > IEWIS ALIEN WEISS, President WILLET H. BROWN, Executive Vice-President WARD D. INGRIM, Director of Advertising Represented Nationally by JOHN BIAIR & COMPANY DON LEE BROADCASTING SYSTEM The Nation's Greatest Regional Network S>- 28 MARCH 1949 15 * THERE'S ONLY 1 No. 1 KANSAS KVOO MISSOUR jL TULSA MARKET AREA > XI 7^ > Z > CO MARKET IN OKLAHOMA 34.8% of Land Area Has: 45.1% of State's Retail Sales 48.2% of Retail Food Sales 45.5% of Retail Drug Sales 46.7% of Oklahoma's Effec- tive Buying Power Above figures taken from Sales Management Surrey of Buying Power G^ KVOO ALONE BLANKETS THIS RICH MARKET Yes, KVOO, alone, blankets Okla- homa's richest (No. 1) market! In addition, adjoining rich counties in Kansas, Missouri and Arkansas, | constituting a part of the Tulsa Trade Territory, are within KVOO's 50-10.0% BMB daytime area. KVOO is a must on any schedule which is planned to sell Oklahoma's richest market plus the bonus counties of that market! See your nearest Edward Petry & Company office for availabilities. Hooper reports the overall rating in Tulsa as 3S.3 for KVOO; 23.0 for Station "B"; and 22.1 for Station "C" RADIO STATION KVOO 50.000 WATTS EDWARD PETRY AND CO., INC. NATIONAL REPRESENTATIVES OKLAHOMA'S CREATEST STATION TULSA. OKLA 16 SPONSOR 28 MARCH 1949 New National Selective Business New and renew SPONSOR PRODUCT AGENCY STATIONS CAMPAIGN, start, duration Adam Hal Stores I in- Block Drug Co Brown \- Williamson Avco Mfg. Corp (Crosley Div) Eastern Wine Corp General Baking Co General Foods Corp General Mills Grove Laboratories Lever Bros Liggett & Myers Procter & Gamble River Brand Kire Mills Kokearh & Son - Sinclair Refining Co Sweets Corp. of America I'nited Florists Trade, lnc Mats Alkaid "Shelvador" refrigerators Chateau Martin Wines Bond Bread Swansdow n Instant Cake Mix; Minute Rice Betty Crocker Party Cake Mix; Ginger Cake Mix; Devil's Food Mix Grove's Chill Tonic Silver Dust Surf Chesterfield cigarettes Joy (detergent I Carolina Rice Kosher foods Gasoline Tootsie Rolls: Tootsie Fudge Mix Institutional (flowers as gifts etc) Madison (N.V.I Marry B. Cohen \.V.) Ted Bates (N.Y.) Hi iii" ii & Bowles (N.Y.) i:Mss At Marces (N.Y.) BBD&O (N.Y.I Young & Rubicam (N.Y.I D-F-S (N.Y.) Harrv B. Cohen (N.Y.) SSC&B (N.Y.I Day, Duke & Tarlc ton (N.Y.) Newell-Emmett (N.Y.) Biow (N.Y.) Donahue & Coe (N.Y.) Advertisers' Broadcasting Co (N.Y.) Hixson-O'Donnell (N.Y.) Moselle & Fisen (N.Y.) Ruthrauff & Ryan (N.Y.) 7.1-uio E.t. annemts; Mai 2s and April I; (Short pre-Easter campaign) thru Apr 15 1-2 (Test campaign, expand later) Indef I Adding small mkts In present campaign I Indef" (Natl campaign. Major mkts) Indef i Eastern mkts only i 5-10 (Expanding current campaign i 25-30 (Major South and Southwest mkts) Indef (Natl campaign after Pacific tests) E.t. spots, breaks; April I; 20 wks E.t. sp:its, breaks; Mai (various); 13 wks E.t. -pots, breaks; April I; I wks E.t. s|i its, breaks; Mar-Apr; G-s Wks E.t. spots, hicaks; Mar (various) i 13 wks E.t. spots, breaks; Mat I 5 : 6-8 wks E.t. spills, breaks; early summer; indef Indef (Southern mkts only) 10-12* ( Kastern mkts only i 20-25* I Adding to current (campaign) Indef (Testing new copy themes (various); fi wks in South) Indef (Test campaign, intro campaign planned) Hi (Heavy N.Y. campaign) Indef (Limited nail campaign during Passover) I (Test campaign for new product) Ill-till E.t. spi»ts, breaks; Apr b; is wks E.t. annemts; Apr l; ll wks E.t. spots; Mar 23; 1 :) wks E.t. spols. breaks, annemts; Mar E.t. spots, breaks: Apr (various); indef E.t. and live spot Mar 5; 13 wks E.t. spols; Mar II; I w k E.t. breaks: Mar 21; Is wks and partic; Indef (Limited test campaign, Fastern mkts) Spots, breaks: Apr (various); 6-13 wks Breaks; Mar (i ; 13 wks Station lint set ni present, although mori mas b< added later. (Fifty-two weeks generally means a 13-week contract with options ■ ■■ any tS-week period) Lit successivt ■ teals. It s subject to cancellation at the < ml tf| New and Renewed Television (Network and Selective) SPONSOR AGENCY NET OR STATIONS PROGRAM, time, start, duration American Chicle Co Asam Brothers (Wall Paper) BB Pen Co Benrus Watch Co Brever Ice Cream Co BVD Co Celanese Corp Chrysler Corp (DeSoto Div) Curtis Publishing Co (Sat Eve Post) Elgin National Watch Co Ford Dealers General Electric Co (Appliances) B. F. Goodrich Co (Tires) Hoffman Beverage Co Liggett & Myers (Chesterfield) Lincoln-Mercury Dealers Joe Lowe Corp (Popsicle) Pioneer Scientific Co (Polaroid TV lenses) Badger & Browning & Hersey Gray & Rogers Foote, Cone & Belding J. D. Tarcher McKee & Albright Grey Ellington BBD&O BBD&O .1. Walter Thompson J. Walter Thompson Young & Rubicam BBD&O Warwick & Legler Newell-Emmett Kenyon & Eckhardt Blaine-Thompson Cayton \V(I!S TV. N.Y. WPTZ, Phila. WPIX. N.Y. WNBT, N.Y. WCBS-TV, N.Y. WNBT. N.V KTLA. L.A. WPIX. N.Y. WRGB, Schen. KTLA. L.A. WPTZ. Phila. WPTZ, Phila. WCAU-TV, Phila WNBT. N.Y. CBS-TV net I MS-TV net ABC-TV net WCBS-TV. N.V WNBT, N.Y. VVBKB. Chi KTLA. L.A. CBS-TV net CBS-TV net WPTZ. Phila. Film spots; Apr I; .">2 wks (n) Film spots; Mar 1(1; 13 wks (n) Film spots; Mar .1 ; .12 wks (n) Film annemts; Mar 15; 26 wks (n) Film annemts: Mar I; .12 wks (n) Film spots; Mar 10; 22 wks (r) Film spols; various starting dates betw Mar I5-Apr 1; 8 wks in) Film spots; Mar 7; 6 wks (n) Film spots; Mar 10; 6 wks; (n) Film spots; Mar 111; II wks (n) Film spots; Mar i ; 9 wks (n) Film anncits: Feb 21: 12 wks (n) Through The Crystal Ball; Mon 9-9:30 pm; Apr 18; 52 wks (n) Fred Waring; Sun 9-10 pm; April 17; .12 wks (n) Celebrity Time; Sun S:3(l-0 pm; Apr 3; 52 wks (ni Film annemts; Apr 11; .12 wks (n) Film spots; Mar 26; 12 wks Irl Film spots; Mar 7; .12 wks (r) Toast of the Town; Sun 8-9 pm; Mai 27; .12 wks (n) Lucky Pup; Mon 6:30-6:45 pm; May 2: 12 wks (n) Film spots; Mar 10; 13 wks; n • fit next issue; \ at ion a I Mir New and Mteneired on Networks. Sponsor Personnel Changes, oadeasi Sales Executive Chanqes. Xeir Aqeneu Appointments New and Renewed Television (Continued) SPONSOR AGENCY NET STATIONS PROGRAM, time, start duration Rhodes Pharmaceutical Co (Imgrin) Rockwell Mfg. Co Delta Mfg. Din. fur Homecraft Tower Tools) Ronson Art Metal Works Stevens Toj Co Ward Baking Co Television Guide i Magazine) \\ ine Aih isorj Hoard J. II. Williams Co (Toiletries) O'Neil, Larson & McMahon Hoffman & York Cecil .V Presbrej Lewis J. Walter Thompson U. C. Morris I \\ alter Thompson I. Walter Thompson \\PI\, N.Y. ABC-TV net W BUG. Chi \\ NBT, N.Y. WNBT, N.Y. WNBT, N.Y. CBS-TV net WNBT. N.Y. Citj Hall: Sat 7:05-7:16 pro; Mar 5; in wk lli.il- O'Toole; Sun l:45-S pm; March 13; 13 wks I'll m spots; M.i i 15; ">2 wks (n) Film spots; Mar 14; 13 wks (n) Film anncmts; Feh 4; 52 wks (r) Film anncmts; Mar 8; 7 wks (r) Dione Lucas; Th x-K:15 pm; Mar 3; is wks (nj Act It Out; Sun 6:30-7 pm; Feb 30; 3« wks (n) Advertising Agency Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION John A. Ashbv A. F. Banks ('. L. Baum Raymond L. Bergman W. P. Booth T. Sewarde Burrowes Irving M. Cohon S. John Cousins Arthur J. Daly James Dean Earl Ebi Fric L. Erickson Charles C. Fitzmorris Jr Edward Froelich Ralph Gardner Alan Goff Robert Grant William R. Groome James L. Grubb Milton Gutterpan Robert A. Ileely Ernest L. Heitkamp Joel M. Holt Bryan Houston F.ldon E. Ihm Erik Isgrig Lew Jones Fred M. Jordan Walter J. Kerwin F>win H. Klaus Dan Lewis Francis X. Manning William K. Mason Hugh C. MrCallum Rudyard C. McKee (luster M. Miller .1. Allan Mitchell Howard L. Neumann S. .1. O'Connell !■ Virginia A. Parker Gardner A. Phinney Theodore B. Pitman Jr Elizabeth Powers Helga Preisman Paul Price Robert M. Rehhock Lee Mm si- Rich Thomas Hidgeway Nelson Srbrader Gilbert J. Supple Lester B. Tunison Leon Witten Lee Donnelly, Cleveland Retail Advertising, S. F. Short & Baum, Portland Ore., vp KSL, Salt Lake City, prom mgr Biow, N.Y. Wood, Brown & Wood, Boston Howard Stores Corp, N.Y., adv mgr Wiley, Frazee & Davenport, N.Y. Peck, H'wood., mgr McCarty, L. A., acct exec J. Walter Thompson, H'wood., producer o( Edgai Bergen Show Sherman & Marquette, Chi., acct exec Boston Red Sox trainer Rodgers & Brown. N.Y. Conner, S. F., acct exec Cortland D. Ferguson, Wash., acct exec Standard Register Co, Davton O. Kal, Ehrlirh & Merrick, Wash. dir J. Walter Thompson, S. F. Chicago Herald-American, Chi. Herbert H. Foster, N.Y., radio Pepsi Cola Co, N.Y'., exec vp KWTO, Springfield Mo. Sorenson, Chi. BBD&O, S. F., media dir Buchanan, L. A., exec vp Courtland D. Ferguson, Wash., Dana Jones, L. A. copy, planning , writer TV dir art dept New York World Telegram, N.Y'. real estate adv mgi Geyer, Newell & Ganger, N.Y'., acct exec Needham, Louis & Brorby, Chi. acct exec Sherman & Marquette, Chi., copywriter Compton, N.Y. II. M Gross, Chi. Grant, Chi. Reuben H. Donnelly Corp, N.Y. Washington Post, Wash. Allied Stores Corp, N.Y., adv, sis prom, fashion analysis WSRS, Cleveland, continuity dir Dewey-Warren Campaign, S. F., radio publ dir l.ocwv, N.Y., asst to pres Albert Frank-Guenther Law, N.Y., media dir Newell-Emmctt, N.Y., in chge motion picture distribution Peter Hilton. N.Y. Liberty Magazine, N.Y'. Arthur A. Burstein, Boston Will, Cleveland, acct exec 1 red Mover Jordan (new), L. A., acct exec McCarty, L. A., acct exec Francom, Salt Lake City, radio dir Ted Bates, N.Y'., acct exec Mike Goldgar, Boston, acct exec Redfield-Johnstone, N.Y., vp William von Zehle, N.Y., acct e\ei Same. N.Y., radio, TV dir Ralph Yambert, I.. A., acct exei Same, TV dir Harry J. Lazarus, Chi., acct exec Fitzmorris & Miller (new), Chi., co-head Morris F\ Swaney, Chi., acct exec Fred Moyer Jordan (new), L. A., acct exec Lew Kashuk, N.Y'., acct exec Wakefield, S. F., vp, acct exec Same, radio dir Don Kemper, Dayton O., acct exec Emil Mogul, N.Y., acct exec Gerth-Pacific, S. F., acct exec Morris F. Swaney, Chi., acct e\e. Flint, N.Y'., acct exec Lennen & Mitchell, N.Y., exec vp Lowe Rankle, Oklahoma City, radio dir Young & Rubicam, Chi., acct exec Foote, Cone & Belding, S. F., media dir F'red Moyer Jordan (new), L. A., head Same, TV dir Buchanan, S. F., acct exec Harrington, Whitney & Hurst, S. F. acct exec Flint, N.Y'., acct exec Same, vp Cockfield, Brown, Toronto, acct exec, copywriter McCann-Erickson, N.Y., acct exec Fit/morris & Miller (new), Chi., co-head McCann-Erickson, N.Y"., radio copywrter Lowe Rankle, Oklahoma City, acct exec G. A. Sass, Indianapolis, copywriter, acct evei Robert Hilton, N.Y'., acct exec Courtland D. Ferguson, Wash., acct exei John C. Dowd, Boston, radio, TV dir Leonard F. Fellman, Phila., acct exec Marcus, Cleveland, radio, TV dii Hunter, L. A., acct exec Rehhock-Hollingcr, N.Y., acct exei William H. Weintraub, N.Y"., media dir Allen-Evans «\ Jenkins, L. A., TV head Grey, N.Y., exec radio, TV dir McCann-Erickson, N.Y'., radio copywriter Maxwell Sackheim, N.Y'., acct exei Mike Goldgar, Boston, acct exec Station Representation Changes STATION K VKE, Wichita Kann. hi mm. Independence Mo. KPA( . Beaumont, Porl Arthui Tex. KRON-TV, S. F. KSTL. St. I.. KTLN, I), nvei Store Broadcasting Service, ( hi. WABF, Baton Rouge La. WATO, Mak Ridge Tenn. WEAT. Lakeworth I hi. WEBR, Buffalo w (.1 M. Quincy 111. v\ II A Y. \i « Britain < onn. \\ IMS. Mulligan City Ind. wink. it. Mey< n Fla WKPT, hingsport Tenn. Vt NDR, N.l WOKO, Albanj N.Y. u HOW. Albany N.Y. w WPB, Miami Fla. \\ u si . Glenn Falls N.Y /i.i Network, New Mi AFFILIATION NEW NATIONAL REPRESENTATIVE MBS I ndi I" ml. ni MBS m;i Independent Independent Independent MBS MBS Mil MBS All! Independent Independent CBS Mil MBS Independent MBS Independent \IIIS \i;i Donald Cooke Donald Cookl I i ee & Peters Walkel linn. ild I link, Donald Cooke Storadio Donald Cooke Donald Cooke Donald Cookf kit/ I inn. ild l ooke Radio Hi pi, si in. in. . ■ Donald Cooke Donald I unki Donald t ookc Donald ' ookc Donald Coolii Boiling 1 1 ilil i ookc Donald ' ooki linn. ild ( ookc IN IOWA, RADIOS WAKE UP THE ROOSTERS! y 60.2% of Iowa women and 57.9% of Iowa men listen to the radio before 8 a.m. on weekday mornings! Source: The 1948 Iowa Radio Audi- ence Survey. ': Before 7 a.m., an impressive 35.6% of the women in Iowa, and 37.1% of the men, tune in their radios. Even before 6:30 a.m., 16.4% of the women and 18.7% of the men are up — and listen- ing! This Iowa hahit of early-rising and early-listening is only one of many in- teresting facts discussed in the Iowa Radio Audience Survey's Eleventh Annual Study. All the facts confirm the Survey's policy of keeping standard information up-to-date and of "bringing to light new information not previously gathered." Send for your complimentary copy of this vital Survey today. Ask us or Free & Peters. :|: The 1948 Iowa Radio Audience Survey is a "must" for every advertising, sales, or marketing man « ho is interested in the Iowa sales-potential. The 1948 Edition is the ELEVENTH annual study of radio listening habits in Iowa. It was conducted by Dr. F. L. Whan of Wichita University and his staff, is based on personal interviews of 9,224 Iowa families, scientifically selected from the city, town, village and farm audience. As a service to the sales, advertising, and research professions, WHO will gladly send a copy of the 194S Survey to anyone interested in the subjects covered. WIKI® +/©r Iowa PLUS + Des Moines . . . 50,000 Watts Col. B. J. Palmer, President P. A. Loyet, Resident Manager FREE & PETERS, INC. National Representatives 28 MARCH 1949 19 Television time buyers know well that station se- markets, call your nearesl NBC Spot salesman, lection becomes more difficull as the number oi You'll find that he represents nine outstanding stations increases. To ease the task of station selec- television stations, all oi them in operation today. tion, NBC Split Sales offers all oi the information ^ ou'll find thai seven oi these stations are located li>icd on the right for nine major television ^la- in the ten largest I . S. markets. You'll find that tions. It's all yours for a phone call. many of these stations in such television center? as New ^ ork. Philadelphia and Washington are /■ II YOI are looking for the complete story of the viewed by more people more often than any othei major television stations in the nation's major Stations in their market. representing television stations: WNBT— New York • WNBQ— Chicago • KNBH— Hollywo : >nse lection easier Television Station Chech List COMPETITIVE POSITION D popularity ol programs D size of audience D extent ol coverage D quality <>l reception □ loyalty of audience I "most listening") D network affiliation D programs ava liable □ rates D promol ion services PERFORMANCE Q sales successes D audience response D advertisers using station D advertiser testimonials D commendations and awards You'll find your NBC Spot salesman fully in- formed on the market, the station and the pro- grams which interest you. You'll find him and his associates to he the best-informed television repre- sentatives in the industry. the nation's major television stations in the nation's major markets are represented by STATION FACILITIES □ size of studios D number and type of cameras D film studio facilities | 35 mm and 16 mm) D slide projectors and balopticon D live and film studio crew □ mobile units □ art, scenery, set construction D audio facilities GENERAL INFORMATION D channel D effective radiated power □ transmitter height D transmitter location D management and ownership SPOT SALES NEW YORK • CHICAGO • CLEVELAND • HOLLYWOOD • SAN FRANCISCO • WASHINGTON • DENVER //PTZ-Philadelphia • WBZ-TV-Boston • WNBK-Cleveland • WNBW-Washington • WRGB-Schenectady • WTVR-Richmond NORTH CAROLINA IS THE SOUTHS NUMBER ONE STATE AND NORTH CAROLINA'S No. SALESMAN is 50,000 WATTS 680 KC NBC AFFILIATE WPTP RALEIGH, N. C. FREE & PETERS, INC NATIONAL REPRESENTATIVE ^B ■ ^ ■ ^B ^j^ ^« S|^...f»»r— -. 1 ■ Ardo Bulova, the man behind the scenes at Bulova Jrhi Ba'lard, ex-salesman, now president of Bulova Milton B:ow, agency head who sparks advertising What makes Bulova tick? Twenty years ago a .voiniis \\ ;ti< h firm discos 'ered liimk*i;»ii:iK. II could have done worse It was generally considered sissified to wear wrist watch- es during the days when the "Charleston" was the dance. Lind- bergh flew solo to Paris, Coolidge didn't choose to run — and a Bulova salesman named John Ballard walked into Detroit's WWJ in late 1927 to make a deal for some radio spots. To- day, the then-upstart Bulova Watch Company is the country's leading watch firm, with yearly net sales of over $50,000,000 and a net income of more than $5,000,000. The sales- man who signed up WWJ for the first Bulova time signals is now presi- dent of the firm that tops its nearest competitor, Gruen Watch Company, by more than $20,000,000 in sales and leads the third largest firm. Elgin Na- tional Watch, by nearly $28,000,000. One thing has built Bulova. From the beginning, the use of national selective advertising in general, and time signals in particular to carry the greatest weight of Bulovas advertising and sales promotion efforts, has been one of radio's great success stories. Bulova in 1949 will spend an amount almost equal to its net income, $5,- 000.000, for advertising. Of this figure, about $3,500,000 will go into broadcast advertising on 250-odd AM stations with time signals and into every TV market with ten-second, 20- second, and a few one-minute time signals and announcements. The re- mainder of the budget is spent in seasonal color pages in magazines, and in other forms of space and direct mail sales promotion. A good-sized figure (some estimate $50,000) is spent in making transcribed announcements which are offered, like a mat service, to jewelers for their local use and which are now used by "about 3,500" jewelers periodically in the U.S. and Canada. Bulova's expenditure for se- lective broadcasting is the second largest in American advertising (only Colgate-Palmolive-Peet has the edge), and is the largest amount spent thus to promote a single-product line. Bulova has inspired all sorts of imi- tation of its successful formula. Nearlj every major watch firm, with the ex- ception possibly of Hamilton, has tried to copy the formula. Few have come anywhere near success. Longines-Wittnauer. primarily an im- porter-manufacturer with current Near- ly net sales of $14,000,000, has vir- tually abandoned the time-signal formula for network and selective e.t. classical music programing. Elgin \\ atch Co., one of the two leading do- mestic watch firms, splurges hea\ily on its annual Christmas and Thanks- giving one-shots on CBS. Gruen Watch Co.. like Bulova a firm that SPONSOR Charles "Friti" Snyder, advertising manager of firm "Mf* pB Hfe-ik. L «• < *nr just as food advertisers for years had been tying food products to printed recipes in their ads. Carrying the analogy one step further. Bulova reasoned, would be telling people the correct time. Simple. The advertising Mould then be a logical outgrowth of the function oJ the product. I be . ■ x j m ■ i iment \\ itb time signals on WWJ, ten~cl\ watched bv Bulova officials, worked well almost from the lie-inning. Detroiters began to joke about the watch firm that "was always Bulova has designed 10-second TV station breaks that give it full time identification manufactures a sizable portion of its movements in Bienne, Switzerland, and cases them in the I .S., does its heavj spending in space media and dabbles in radio with time signals. Helbros Watch Co., whose sales have risen rapidly in recent years, spends most of its advertising dollars for Quick As A Flash on Mutual. Only Benrus Watch Co., an almost carbon copy of Bulova s economic and advertising pattern, has basked in Bulova's reflected glory. Benrus, with some $12,650,000 in net sales last year, uses Bulova-type time signals on about half the number of radio sta- tions that Bulova buys, and is follow- ing Bulova's lead in television. Part of Benrus' success with the Bulova formula lies in the fact that Benrus has worked out several good adver- tising and merchandising wrinkles of its own pertaining to radio and l\. such .1- "the official watch of such- and-such an airline." Hollywood star tie-ins for its e.t. breaks, and so forth. Still. Benrus and an\ othei watch firm has found that the Bulova meth- od of air advertising is a text I k i.l successful radio and T\ operation. It would be almost impossible for an) advertiser to starl from scratch today to build the advertising opera- tion that works so well for Bulova. However, in the si <| »- 1 >\ >t < j > construc- tion of the advertising methods thai make Bulova - -ales tick lie man) of the basii lessons in the successful use of the broadcast media. \\ hen Bulo\ a siaiied in radio in l'J27. times wen- hard for the small watch firm. Bulova was nol a new 24 name in the watch business: the original firm, the J. Bulova Co.. had been founded in 1875 and incor- porated in 1911. Some of its watches were made entirely in the U.S. (this situation still exists for the Bulova 21- jewel movements), but most of them, as they are today, contain works made and assembled in Switzerland and cased in this country. It was not eas) to sell Swiss-made works to Ameri- cans, particularly if they were from the Midwest or the Pacific regions where the word "watch" in the late 1920's meant a gleaming, turnip-like I'.lgin. Hamilton, or Waltham that might have been in the famih for a quarter-century. Too. the idea of wearing a watch on the wrist was \ iewed w itb suspicion as being vaguely unmanly. Bulova found it a tough job to get jewelers to stock its watches. Sales were nothing to brag about, and the Biow Company i still Bulova's agency after more than 2"> years) was placing about $30,000 annually in the wax of Bulova advertising in 1()27. Bulova came to radio through a mingled desire to tr\ something any- thing— that might give the sales curve a boost and help distribution, and because only a few months prior Longines-Wittnauer had been experi- menting with radio's first time signals in. W.I/. \ew York. The) had brought immediate sales results, but the watch industry generalh wasn't interested. Bulova. with nothing much to lose. was interested. To Bulova's agency, and to \rde Bulova, time signals looked like a form of "service adver- tising" to which thc\ could tie a watch, No other WattH BULOVA'S IS WAPI — Birmingham, Ala. WBRC— Birmingham, Ala. WAIA— MobiU, Ala. WKRG— Mobile, Ala. WSFA— Montgomery, Ala. KFQD— Anchorage, Alaska KFAR— Fairbanks, Ala»ka KSUN— Bisbee, Arizona KOY — Phoenix, Arizona KTUC — Tucson, Arizona KARK— Little Rock, Ark. kKERN-Bakersfield, Cal. U — Fresno, Cal. • KrW — Los Angeles, Cal. KTTX^tfV — Los Angeles, Cal. • KR-lV Angeles, Cal. KECA-TVVLos Angeles, Cal. KNBH-TvAtfs Angeles, Obi. • KFBK— SacraVanto, Cal. KROY— Sac/mento, Cal. KFSD-Sanjbiego, Cal. • KNBC-Sarl Francisco, Cal. KQW— SanVrancisco, Cal. KGO-TV — SoVfronciKo, Cal. KWG-StockloXcal KLZ— Denver, Colorado e KOA— Denver, ColoSs.dc. WICC— Bridgeport, • WT1C— Hartford, Conn. WELI— New Haven, Conn.'1 WDEL— Wilmington, Del. WRC— Washington, D. C. • WTOP— Washington, D. C. WNBW-TV-Washington,D.C. WTTG-TV— Washington.D.C. WMAL-TV- Washington, DC. WINK— Ft. Meyers, Flo. WJAX— Jacksonville, Fla. WMBR— Jacksonville, Fla. WrOD— Miami, Ha. WDBO— OHondo, Ha. WCOA— Pensocolo, Flo. WFLA— Tampa, Fla. e WSB— Atlanta, Go. WSB-TV— Atlanta, Go. WAGA-TV— Atlanta, Go. WR.DW— Augusta, Go. WRBi— Columbus, Ga. WMAZ— Macon, Ga. WTOC— Scvonnoh, Ga. KOU— Honolulu, Hawaii KIDO— Boil KSEI-Poc • WBBM— C • WENR— Ch • WLS— Chic • WMAQ-i WENR-TV Id WGN-TV-w s WMBD WROK— Rafc WCVS-Sp } WEOA— Evitr WOWO-F* WIRE— Indno WISH-lndij- WMT-Ced \f- WOC— Dovu. •WHO— Desk* WKBB-Di KMA-Sheowf0 KSCJ— SiouO' WIBW-Toib KFBI-Wicro. ° KFH— Wichi,f° WAVE— Lonvf" " WAVE-TV-ou"' • WHAS-Lo.nl" '" WJBO-Bonl0^ SMB-N. 0K L— Nev WD\l-TV-l* KTBSV-Shr, .- •KWKlW-Sh »WJ*I-— Balk' : WBAl-TV-JK' WCAO— BcVV WMAR-TV le"™\ WAAM-TV K "" •WBZ-Bost.r WBZA-Bom/' WBZ-TV— B*f k WEEI— Bost ,fa WNAC-BoMW WNAC-TV-IbV"' WTAG— W«»r" ' WBCM— BotJ •WJR-OetrcJ" Mi, WWJ— Detil, M BULOVA AIMS TO DOMINATE WATCH MARKET SPONSOR *> spelling out B-U-L-O-V-A on the ra- dio," but this uas music to the ears of salesman Ballard, who found the Detroit jewelers coming through with re-orders. Bulova began to expand its new- found advertising gimmick, slowly at first, but eventually at a pace that in the next couple of years after 1927 found Bulova's advertising in radio following the growth of radio itself. As those who were associated with these horse-and-buggy days of Bulova Company in the - [EMENDOUS RADIO I WWJ-TV— Detroit, Mich. WJBK-TV— Detroit, Mich. WXYZ-TV— Detroit, Mich. WTCB — Flint, Mich. WFDF — Flint, Mich. WJEF— Grand Rapids, Mich. WLAV— Grand Rapidi, Mich. WKZO — Kalamazoo, Mich. WSAM— Saginaw, Mich. WEBC— Duluth Minn. WMFG— Hibbing, Minn. • WCCO— Minneapolis, Minn. • KSTP— St. Paul, Minn. KSTP-TV— St. Paul, Minn. WHLB— Virginia, Minn. WJDX— Jackson, Miss. KMBC— Kansas City, Mo. WDAF — Kansas City, Mo. KFEQ — St. Joseph, Mo. • KMOX— St. Louis, Mo. KSD — St. Louis, Mo. KSD-TV— St. Louis, Mo. KGBX— Springfield, Mo. ^KXLQ— Bozemon, Mont. KLF — Butte, Mont. KFBfi— Great Falls, Mont. KXLJ>r Helena, Mont. • KFAB Aomaha, Nebraska WOW— Otooha, Nebraska L KOH — R e noVj e voda (FEA— MancBsuter, N. H. *B — AllantiACity, N. J. Wa)*\— Newar li N. J. WTTM\jr»ntaj/N.J. KGGM-OWCqu.rqu., N. M. WXKW-AVmy, N. Y. i/INR — Binglompton, N. Y. 1EN— BufJlo, N.Y. WoWr>^BuHolo, N. Y. WGRVBuHalo, n. y. • WOfJ-New York, N. Y. Ji WW- New York, N. Y. MS— New York, N.Y. WNEW— New York, N.Y. WOV- New York, N.Y. WAN) -TV — New York, N. Y. WN6T-TV— New York, N. Y. WC8S-TV— New York, N. Y. • WHAM— Rochester, N.Y. • WOY- Schenectady, N. Y. WROB-TV-Schenectody, N. Y. •-• V »■ radio recall it. thc\ were hectic times. Rate cards were something thai existed in just a few kej markets, and then the\ were often tossed in a desk drawer when someone came in to talk business. Bulova did its limebuying, not in the air-conditioned sanctit) oi a timebiner's oHice in Radio C.it\. but out on the road, like a medicine show s advance man billboarding a town in Kentucky. The small team of people who bought time for Bulova, both from the client and the agency, would di op in on a station manage] w ith a suitcase lull of Bulova clocks and chimes, a wad ol cash in Mm n pockets, and Bulova contracts in their I cases. Tin- "Ihinj: squad" was ac- tually racing against a deadline — the time when the word would get around the watch industry a> to what Bulova was doing, and bow profitable it was proving. It was a tough grind. Deals were made — on a real nickel-and-dime level — with stations that were carry- ( Please turn to page 66) world comes even close to matching AND TELEVISION POWER! WFBL— Syracuse, N. Y. WSYR-Syracuse, N. Y. WTRY— Troy, N. Y. WIBX— Utica, N. Y. WWNC-Asheville, N. C oWBT— Charlotte, N.C. WDNC— Durham, N.C. WBIG— Greensboro, N. C. •WPTF — Raleigh, N.C. WMFD -Wilmington, N.C. WSJS— Winston-Salem, N.C. WDAY — Fargo, N. D. WADC— Akron, Ohio • WCKY— Cincinnati, Ohio WSAI — Cincinnati, Ohio WEWS-TV — Cleveland, Ohio • WGAR— Cleveland, Ohio • WTAM— Cleveland, Ohio WNBK-TV— Cleveland, Ohio WBNS— Columbus, Ohio WHIO — Dayton, Ohio WSPD— Toledo, Ohio WSPO-TV— Toledo, Ohio WKBN— Youngstown, Ohio • KOMA— Okla. City, Okla. WKY— Okla. City, Okla. KTUL— Tulsa, Oklahoma • KVOO -Tulsa, Oklahoma • KEX— Portland, Oregon KGW— Portland, Oregon HP5J-HP6J-PanamaCity,Pan. WSAN— Allentown, Pa. WFBG— Altoona, Pa. WERC— Erie, Pa. WHP— Harrisburg, Pa. WJAC— Johnstown, Pa. • KYW— Philadelphia, Pa. WPTZ-TV- Philadelphia, Pa. WCAU-TV— Philadelphia, Pa. •WCAU -Philadelphia, Pa. • KDKA— Pittsburgh, Pa. WJAS— Pittsburgh, Pa. WEEU— Reading, Pa. WBRE— Wilkes Barre, Pa. WGBI— Scranton, Pa. WFO — Powtuckett, R.I. WEAN— Providence, R.I. WJAR— Providence, R. I. WTMA— Charleston, S. C WIS— Columbia, S. C WFBC -Greenville, S. C WSPA— Spartanburg, S. C KELO— Sioux Falls, S. D. WOPt — Bristol, Tenn. WAPO— Chattanooga, Tenn. WKPT— Kingsport, Tenn. WNOX-Knoxville, Tenn. WROL— Knoxville, Tenn. WMC— Memphis, Tenn. WMCT-TV— Memphis, Tenn. WREC— Memphis, Tenn. WSIX-Nashville, Tenn. •WSM-Nashville, Tenn. KFDA— Amarillo, Texas. KTBC— Austin, Texas KFDM — Beaumont, Texas KRIS — Corpus Christi, Texas •KRLD -Dallas, Texas •WFAA- Dallas, Texas KTSM— El Paso, Texas • WBAP — Ft. Worth, Texas WBAP-TV— Ft. Worth, Texas KPRC— Houston, Texas • KTRH — Houston, Texas KLEE-TV— Houston, Texas •WOAI — San Antonio, Texas KWFT-Wichita Falls, Tex. KDYL— Salt Lake City, Utah KDYL-TV— Salt Lake City, Utah WTAR— Norfolk, Virginia WRNL— Richmond, Virginia • WRVA— Richmond, Virginia WTVR-TV — Richmond, Va. WDBJ — Roanoke, Virginia •KIRO — Seattle, Wash. KJR — Seattle, Wash. • KOMO — Seattle, Wash. KRSC -TV— Seattle, Wash. KHQ — Spokane, Wash. WCHS— Charleston W Va. WBLK-Clarksburg, W. Va. WSAZ— Huntington, W. Va. WPAR— Parkersburg, W. Va. • WWVA-Wheeling, W. Va. WEAU— Eau Clair., Wist. WTAQ— Onsen Bay, Win WKBH— La Crosse, Wise WIBA— Madison, Wist WISC— Madison, Wise WISN— Milwaukee, Wise. WTMJ— Milwaukee, Wise WTMJ-TV— Milwaukee, Wise WJMC-Rke Lake, Wise WSAU— Wousau, Wise CANADIAN RADIO STATIONS CFJC— Kamloops, B. C. CKOV— Kelowna, B. C CKNW— New Westminister, B. C CJAT— Trail, B. C. CBR— Vancouver, B. C. CKWX— Vancouver, B. C. aVI— Victoria, B. C. CFAC— Calgary, Alberta CFCN — Calgary, Alberta CFRN— Edmonton, Alberta • CBX— Lacombe, Alberta • CBK— Watrous, Sask. CJOY— Guelph, Ont. CHMl— Hamilton, Ont. CKOC— Hamilton, Ont. CBO— Ottawa, Ont. CJCS— Stratlord, Ont. CKSO — Sudbury, Ont. • CFRB — Toronto, Ont. • CBl— Toronto, Ont. • CJBC— Toronto, Ont. CKEY— Toronto, Ont. CKNX— Wingham, Ont. CHAD— Amos, Que. • CBF— Montreal, Que. CBM— Montreal, Que. CFCF— Montreal, Que. CHLP— Montreal, Que. CBV— Quebec, Que. CKRN — Rouyn, Que. CKTS— Sherbrooke, Que. CHLT— Sherbrooke, Que. CKVD— ValD'Or, Que. • C8A- Sockville, N. B. CJFX— Antigonlsh, N. S. CSH— Halifax, N. S. CJOf -Halifax, N. S. e Denotes 50,000 WATTS J. S. BY SCHEDULING TIMESIGNALS ON AS MANY EFFECTIVE STATIONS (RADIO AND TV) AS POSSIBLE. CURRENT TOTAL IS 294 28 MARCH 1949 25 drahw associations ttrv arid sponsors phowmlot dealers in Boston combining to sponsor America's Town Meet- UIICVI UICI ing over WCOP, promote fact visually in dealer showrooms CtllHohoLor Cincinnati dealers association sponsor e.t. Wayne King pro olUUCUdr\Cl gram over WKRC Sunday afternoons. Families listen it he PART TWO OF A SERIES The automotive i 4'4-lniH|ii4's oV hs«mI car underwritten. ai«-r«'*H how stations. ii$»«fciiei«ks. s|mmis' If tax liability must be met and the BMB has not enough funds to pay it in full, the AAAA will assure BMB of meeting up to one-third of the deficit to a limit of $15,000. FRED GAMBLE, president, AAAA Completion of BMB study and con- tinuation of its research thinking is sufficiently important to General Mills that we are willing to under- write possible tax liability up to $2,000. LOWR1 CRITES, (iencnil Mills 3 The BMB ballots are in the I mail. Thousands have al- readj been filled in and returned. The second survey is under way. It was almosl stopped before it started, be- cause BMB legal lights said thai the Bureau could not borrow for the mail- in- die sloo.OOO which it had set aside in case the decision of the I .S. Inter- nal Revenue Department refused it a tax exempt status. There wasn't much question hut thai station contracts, with payments yet to he made, would cover the $100,000 which had been set aside for the contingency. It was strictly a matter of sticking to the exact agreement about the SIOO.OOO. It was therefore essential that the $100,000 be guaranteed In stations, agencies, and sponsors. It was. within 24 hours aftei the fact was known that stations 28 were being asked to underwrite three extra months of their pax merits if BMB needed it. The AAAA announced that it could be counted upon for $15,000, if the tax decision went against the BMB. Lowry Crites for General Mills stated that his company would guarantee $2,000 of the $100,000, and while very few other sponsors public lx announced their willingness to underwrite part of the SIOO.OOO. sponsor's personal survey, made as this issue went to press, indicates that everv one of the top M) advertisers would be willing to match General Mills' offer if it xvere necessai \ . Sei ions i onsidei ation is now being given to the prospect of the new Broadcast Measurement Bureau I after survey two) bein« a tripartite organization both as to management SPONSOR . . and to ownership. Some tax attorneys feel that there would be less question of a tax-free status if agencies, adver- tisers, and broadcasters owned stock in ibr corporation. Agencies, through the AAAA, have avoided the question of being cash contributors to BMB for several rea- sons. The) know that il the support of BMB should be made a three-wa\ operation, it would in man] eases end up with the agencies paying both their own share and the shares ol their clients. Mam of the bigger advertisers (General Foods, Procter & Gamble, and \merican Tobacco, to mention three) expect their agencies to pay for media research. Invoices made out to the advertiser are in some cases passed on to the agencj for payment. In others it's a bookkeeping operation. It comes out of the agency's 15%. no matter how it's handled. Agencies therefore would be paying double for their memberships in the Bureau. The very thought is enough to cause policy men at agencies to shudder. How some agencies feel about absorbing research charges is best indicated by the fact that when BBD&O took over the American Tobacco ac- count they actively fought paying cer- tain research charges which had been paid previously for American by Foote, Cone & Belding. Fight or not, they're paying them now. Agency men feel that some way should be worked out so that they can meet part of the costs of BMB without being taxed twice. They know that if BMB ceases to operate after the second survey they will have to return to buying time with a prayer. How they feel can best be expressed by a letter written by J. Walter Thomp- son's Linnea Nelson to a West Coast TV station executive on another matter. Stated Miss Nelson, "I feel that radio has lost out to other media frequently because information on its usage has not been made available." With selec- tive broadcasting having increased by- leaps and bounds during the past few years, agencies want to keep that bill- ing. They know they can't keep it un- less they have facts and figures, market by market, station by station, count) b\ county. Agencies are not sold on the idea that the BMB ballot formula i- necessarily the answer to good cover- age information, but they are con- \ inced that an industry association is the answer and not a number of private business fighting for the dollar. (Please turn to page 42) 28 MARCH 1949 TEST REPORTS ON AVERAGE DAILY AUDIENCES* 50.000 WATT DAY NIGHT City In Which Station r it ii Survey was Held Average Weekly % of audience Average Daily % of audience Hooper Share of audience Average Weekly % of audience Average of audience Hooper Share of audience KFI San Diego, Cal. 37 23 3.4 42 25 5.8 KIRO Seattle, Wash. 82 60 20.3 89 66 26.7 KMOX Springfield, III. 40 25 5.8 36 19 2.2 KOMA Oklahoma City, Okla. 83 56 16.4 91 61 25.8 KOMO Seattle, Wash. 86 66 26.7 94 76 36.0 KSL , Salt Lake City, Utah 81 64 34.8 93 70 31.4 KYW Philadelphia, Pa. 75 56 17.3 89 67 22.2 WCAU Philadelphia, Pa. 82 62 29.3 90 74 29.2 WGBS Miami, Fla. 75 54 20.9 84 63 20.2 WIBC Indianapolis, Ind. 77 56 26.7 77 53 13.6 WJR Lansing, Mich. 84 70 37.7 94 76 43.9 10,000 WATT KFBI Wichita, Kan. 86 65 26.2 84 52 18.7 KING Seattle, Wash. 45 26 5.7 43 25 3.7 WIBG Philadelphia, Pa. 49 29 8.3 42 27 7.6 WMIE Miami, Fla. 29 13 4.4 31 11 6.2 5,000 WATT KANS Wichita, Kan. 87 66 21.8 89 62 31.7 KDYL Salt Lake City, Utah 84 61 24.3 95 71 31.4 KFH Wichita, Kan. 86 69 25.9 91 67 33.9 KFSD San Diego, Cal. 76 55 25.5 88 70 31.7 KJR Seattle, Wash. 81 59 17.5 90 66 18.7 KSDJ San Diego, Cal. 57 38 11.7 72 49 14.6 KTOK Oklahoma City, Okla. 72 47 17.2 78 49 17.9 KUSN Salt Lake City, Utah 63 41 14.6 72 41 17.8 KUSN San Diego, Cal. 35 20 2.3 44 23 3.1 KVI Seattle, Wash. 61 38 13.8 68 44 8.5 WCSH Augusta, Me. 24 13 3.3 26 13 11.7 WFBM Indianapolis, Ind. 83 63 24.8 91 65 29.5 WFIL Philadelphia, Pa. 72 50 14.1 79 52 15.1 WGAN Augusta, Me. 47 33 6.2 48 30 8.5 WIP Philadelphia, Pa. 63 43 9.5 71 44 7.6 WIOD Miami, Fla. 82 66 29.6 93 74 36.6 WIRE Indianapolis, Ind. 79 61 19.3 91 64 33.4 WKAT Miami, Fla. 60 39 6.6 69 43 6.2 WKY Oklahoma City, Okla. 90 74 40.8 97 76 49.0 WLAM Augusta, Me. 24 12 1.5 22 13 1.7 1,000 WATT KALL Salt Lake City, Utah 75 50 13.9 78 48 12.8 KFMB San Diego, Cal. 62 43 7.4 74 52 14.8 KGB San Diego, Cal. 60 41 12.8 73 52 12.9 KIEM Eureka, Cal. 93 85 56.4 88 75 47.3 KNAK San Diego, Cal. 39 29 10.3 34 21 4.8 WINZ Miami, Fla. 30 18 3.4 22 11 2.0 WWOD Lynchburg, Va. 90 79 36.5 90 74 26.6 250 WATT KAKE Wichita, Kan. 77 56 22.5 74 48 13.2 KHUM Eureka, Cal. 91 80 41.7 86 67 35.6 KOCY Oklahoma City, Okla. 70 43 12.0 78 45 9.5 WCOS Columbia, S. C. 82 63 23.5 87 64 21.4 WCVS Springfield, III. 86 70 33.5 88 69 27.2 WFAU Augusta, Me. 35 71 27.0 88 73 24.9 WRDO Augusta, Me. 83 78 56.9 96 80 24.9 •Test made during Oct. -Nov. 1948 29 .1//. tTil son's forest of toners ill there be in 195.1? Has ili«» imliiNlrv i ll. u tlial goes into \rgen- tina ends up supporting the present Peron regime. I rue. there are ways foi a I .S. firm t<> obtain dollars for theii products cither through other Ameri- can countries (a form of black market I 01 l'\ ha\ ing a producl thai Peron must have to keep his economj going. Nobod) is taking an) mone) out of Argentina through the sale <>l con -inner products. Man) American firms are building enormous dollar balances in blocked currency, in the hope that sooner or later the) will find a wav to unblock the balances, or that Peron will be forced to open his gates so that the world can do business with him. American firms which are important of Argentina are headed b\ Sterling. with Colgate-Palmolive-Peet number two, Swilt number three, and American Home Products number four. Lever Brothers is important in Argentina, but it is the English com- pany, not American, that's in the mar- ket. Spanish versions of I .S. trade marks are on many consumer products, but in all cases the products are manu- factured locally. Main of the firms are on a merry-go-round. They were important prior to the Peron regime. and the) just can't let go. General Electric International is important in Argentina, and sponsors an expensive hall-hour of concert-type music. RCA is also important, and it sponsors a program of dance music. Both of these firms manufacture prod- ucts not made in Argentina, and im- port licenses are extended to them for transmitter equipment and electric generators, to mention two vital prod- ucts of the great electronic firms. In most cases, radio sets are assem- bled in Argentina from parts made in the I nited Stale-. England, and Hol- land. Peron wants radio receivers in the hands of as many citizens as pos- sible. The government controls two of three of the networks, and while LR1 is controlled by private interests. most ol the stations arc onlv nominallv operated by individuals. In a greal majorit) of the cases, the owner is merely a front for a Peron-controlled corporation. Many station owners (Please turn to page 46) LEADING U.S. ARISTS APPEAR ON ARGENTINA AIR TO GIVE CULTURAL TONE TO THE COUNTRY'S CONTROLLED STATIONS '»:• O ' "He says he knows what station operators like to read in "The boys will always read something that appeals to their pride and profits... for example, better shows that are easier to sell. "Take Lang-Worth, for instance.There's a service that includes 'network calibre programs' comparable to the best musi- cal shows on the air. Radio stations are proud to offer these shows to sponsors. And . . . "As for profits— why some stations make enough money selling just one of these special productions to pay for the entire Lang-Worth service. Advertisers certainly profit, because they can hitch their commercials to big-time entertain- ment vehicles — at local station cost. "No wonder more and more adver- tisers are swinging to Lang-Worth... because Lang-Worth gives them more and more." LIIW-WINU feature programs, inc. STEINWAY HALL, 113 WEST 57th ST., NEW YORK, N.Y. THE CAVALCADE OF MUSIC Featuring D'Artega, his 40-piece pop-concert or- chestra, 16-voice chorus and famous guest stars. 30 mint., one* weekly EMILE COTE 6LEE CLUB 16 male voices and solo- ists with a repertory of over 200 best-loved pop- ular and memory songs. 15 mim., 5 times weekly MIKE MYSTERIES A musical show incorporat- ing capsule mysteries writ- ten specially for Lang-Worth by Hollywood's John Evans. 75 mint., 5 timet weekly THR0U6H THE LISTENING 6LASS A wonderland of music conducted by Jack Shaindlin and featuring the "Silver Strings Orchestra," The Choristers and guest stars. 30 mint., one* weekly NETWORK CALIBRE PROGRAMS AT LOCAL STATION CO ST 28 MARCH 1949 33 / / lAr / / r 1 1 / \Jm~ " / ^V ^y- r" / ^^f^f*" / • -f^fT^ aj|y| ,tof" f" ^*Cr .^|k ^B ^■^i^ r-JkW. iktf- -- ^fl f^B^V it |p ::H:: ^ 1 mH if + £S~ ■nki mw^^ Jti ^^ -'mH t _.-■*■: f ^. fli^n l [ Mil 1 ■n ■Pfaj " Mil " "i" ■""**'■ "^ 4 " ' J ■' il SiiiUin Sj the man behind over 200 Successful For the sponsor interested in sales, Singin' Sam opportunity. For never in radio's history has there like Sam . . . never hefore a program series with s - record of major sales successes unhroken by a sing These are strong statements that carry tremei prospective program purchasers ... if suppor facts we have in ahundance . . . high Hoopers, coi expressions of real appreciation by advertisers 1 - 1 ^ ft ■ ■ A ■ ~^u §111 | -« sales curves M M. presents a unique been a personality H ^~ i ■■ |£ ucli an outstanding *~~" Br i„. fn:i..».. .__.. i»- lailure. <--.* — • ... ^ idous weight with ted by facts. And lgratulatorv letters. !*"""' .*_ , ,„{ themselves, actual ~:: " IjZZ. r~ ,j£Z. :z — : hetore ami alter stories hacked with the concrete figures. ^m\ ^F ^B^^^T 1L 1 his l» nil ii mi iranscrihed program series is the show ^^T M Mn i. AW^ 4 ill' vou need to produce results. \\ rite. wire, or telephone Aw II m ■ mi t~ 1 SI tor lull details. I)esnite Simiiii* Sam's tremendous B A Hk B A m\. i ;"*• i nonularitv and null. 1 1 1 « - -lum i- rc:i^on;ihn priced. ^^ ^Am Hw I* 1 ' • ' ■■■ Bkl S» i ,,,! B) •*•—"•*" ■ 1 1 B "~ 1 1 \Z I It III. II * v | * » H j^Q >r ?- :• — "t x : i" ^ th i } 1 I 1 1 1 II 1 1 1 ■ 34 SPONSOR . 28 MARCH 1949 35 NOW! 42- COUNTIES OF prosperous fitarklwciin L4/i tjfutu^£ iA'aturoxk 1070 KC ll 1 1 1 1 1 STATE AH( A IOOO WATTS W HITC that don't appear on the rate card Time rates arc cold things. They can't show the cooperative effort KDYL's staff puts behind sponsors selling problems. !s \our product geninc; pro- per display in stores' KDYL merchandising men have helped main a sponsor with that prob- lem. That's just an example of the plus values you get on KDYL and KDYL-W6XIS television. Notional Representative: John Blair & Co RTS. . .SPONSOR REPORTS. . .SPONS continued from page 2 TV rating battle nothing new Battle between Pulse and Hooper because of difference between their TV ratings on "Admiral Broadway Revue", is no surprise to research experts. Even coincidental ratings may be off when a program is heard on 2 stations in same area at same time. People tune shows, not stations. Broadcast advertising premiums stressed at premium convention Greatest premium year was forecast at National Premium Buyers Exposition in Chicago (22-25 March) . Self- liqudating premiums for radio offers were all over place, with plenty of interest shown by advertisers. One TV station in town profitable if — IVDTV in Pittsburgh proves how profitable a station operation can be if it has all four networks from which to accept programs and sock retail selling. WDTV signed 16 national accounts and 7 locals in 2 weeks. Employment facts to be broadcast-featured Feeling that buying is off because of scare newscast- ing has brought urging by several industry leaders to stress positive reaction to unemployment news. Fact that as late as 1941 there were 5,500,000 unemployed, as against 3,200,000 in February 1949, is too often forgotten. Bon Ami to fight Glass Wax Radio joins women's magazines and newspaper advertis- ing in Bon Ami's attempt to obtain some of business which Glass Wax is building. Bon Ami's product is called Glass Gloss. Use of Bon Ami as window cleaner has steadily decreased. Manufacture of TV sets passes FM production While TV receiver production did not hit 200,000 expected for either January and February, it passed FM and FM-AM set production figures. Latter was 98,969 while TV figure was 118,938. TV set production figure was over 20% of AM receiver production which includes midget sets. Fred Allen stays with NBC While switch of programs from NBC to CBS isn't over, Fred Allen will stay with senior network. Allen is not scheduled to be on air this Fall but may be back by January. He's expected to be important in NBC comedy show building plans. Radio sets can be sold Iowa two week campaign for radio in every room increased set sales in state 50% over previous weeks and same weeks last year. 36 SPONSOR **/ ft (, y\ cSncSnnata CBS Affiliate Cincinnati's Key TV Station Operating on Channel 11, WKRC-TV starts regular commercial program schedule Monday, April 4. This schedule includes a complete variety of news, sports, children's shows and drama, in addition to CBS network shows which will be carried by Kinescope recording until completion of co-axial cable. Test pattern on doily since March 1st. CINCINNATI'S Kty TV STATION TIMES-STAR BUILDING CINCINNATI 7, OHIO EXCLUSIVE TELECASTING RIGHTS TO $3,000,000 CINCINNATI GARDEN WKRC-TV has exclusive telecasting rights to events held at the Cin- cinnati Garden, $3,000,000 sports arena recently completed. The largest financial television contract to be signed in this area gives exclusive sponsorship of these events to a Cincinnati firm. REPRESENTED BY THE KATZ AGENCY RADIO CINCINNATI, INC. WKRC-TV WKRC-AM WCTS-FM (TRANSIT RADIO) 28 MARCH 1949 37 Mr. Sponsor asks... "When total broadcast audience is shared by TV and radio, how should rates he adjusted for advertisers?" Charles J. French Advertising Manager, Chevrolet Motor Division General Motors Corporation, Detroit The Pickctl Panel answers >lr. French It has always been my feeling that, although rates are set by the broadcaster. they are actually determined b\ the advertiser. An advertiser pays for radio only in terms of what he recehes in dollar value. Stations or network- which provide an advertiser with the widest coverage, the most listeners, and the highest value in sales effectiveness for each dollar invested are worth more to him. Broadcasters realize this, and rates have been sel accordingly. Now, in the future, if radio fails to deliver the large, valuable, responsive audiences it is presently delivering, the reaction of advertisers to the situation will determine what adjustment shall be made in rates. If an advertiser does not receive a good dollar return value, if he feels he is not getting his money's worth, he will not buy, and the rate situation will adjust itself to fit these facts. This is. in a wav. a i orollar) to the proved economic law of supply and demand. Hate- have always been determined b\ existing conditions and will continue to be. I here does n< >t seem to be, however, ,m\ indication thai an adjustment will be necessary for some time to come. Radio, it anything, is a better adver- tising buy than it has ever been in the past. There are more sets in the hands of the American people than ever be- fore; the number of radio families is the largest total ever reported, and the figure is growing; and there has also been a concurrent increase in the time spent listening. More money is being spent by advertisers for radio than ever before — and advertisers are bid- ding enthusiastically for the choice open time spots, whenever they exist. Today, radio gives an advertiser a bet- ter \ alue. dollar for dollar, than e\ el in the past. One thought for the future may be that radio's emphasis will be on low- cosl -hows, programs that are inex- pensive to produce, but which, in terms of quality, ratings, and sales effective- ness, give the advertiser a better buy than the high-budgeted shows now so numerous. George Frey Sales Manager NBC, New York I disagree with the assumption in SPONS()K"s ques- tion that tele- \ ision and radio will one day be mutually exclu- sive. When the impact of radio b e c a id c p r 0- nounced more \cai- ago. main authorities that radio would ruin the newspapers. I his just d id n t happen. It seems to me that television will im- prove radio and make it a more valu- able medium for advertisers, because the competition between media will force radio to improve its program structure. Our current Nielsen Ratings indicate that radio listening is up over last year. There are only a few thousand telc- \ ision sets in the entire Chicago area, compared with radio sets that total millions. It will take time to build circulation for television. The fact of the matter is that very few agency people and advertisers have television sets in their offices and homes today. WGN-TV serves an area within a 50- mile radius of Chicago's Loop, while WGN for 20 years has served the en- tire Midwest. Television would be un- economical in the small towns and rural areas which continue to be served by clear channel radio stations. What's all the fuss about? Tele- vision is creating an important audi- ence for advertisers in a few metro- politan areas, and radio will continue for main \cars to sell in metropolitan and rural areas. Frank P. Schreiber Manager WGN, Inc.. Chicago I than 20 declared ^^^^^ About a century JK Q^ ago. a United f "^^^ ' (ice executive re- signed. In a let- ter announcing his decision, he asserted he was quitting the job because every- thing had been invented, and he could see no possi- bilit\ of continued cmplox ment in the patent office. 38 SPONSOR I don't wish to duplicate that monu- mental error in prediction. One can- not answer this question without know- ing what the total hroadcast audience will be when we reach that ephemeral "when". At this minute, for example. with television growing like Topsy in many areas, the Nielsen Index shows listening to rural broadcasting at an all-time high, approaching six hours daily. There is no evidence indicating that television has reduced total broad- casting. There is every evidence, as a matter of fact, that radio, the lowest cost-per-thousand medium in the world, is even now underpriced \ear by year. There are more people and they are gaining more leisure time. Perhaps radios share of the total broadcast audience at some unpre- dictable date in the future might con- stitute a larger audience than radio delivers to advertisers today. You see, we think radio is here to stay; we think television is here to stay. Ask me this question in five years. A. D. Willard. Jr. Executive Vice President NAB, Washington, D. C. To one engaged in the sale of AM and TV time. your question is like asking a Dodger fan, "by how many games do you think the Giants will win the pennant?". As yet, there is no reason to assume that television will draw exclusively from present broadcast audiences. In fact, within the last three months, several of our advertisers have graphicallv demon- strated the tremendous effectiveness of simultaneous radio and television sell- ing by the successful use of both WAAT and WATV for their product advertising. All of us realize, however, that the rapidly-growing new medium must eventually eat away a good segment of our present radio audience, and those of us connected with a dual oper- ation (AM and TV) have been closely watching for this trend. In general, we feel that the pro- graming structure of independent AM stations is flexible enough so that most outlets will be able successfully to hold Example #13 1 A highly competitive product . - • » CHUNK-E-NUT PEANUT BUTTER . . . in a highly competitive market, Philadelphia, calls for power selling! And we've given this valued sponsor just that ... for ELEVEN YEARS! WIP Philadelphia Hash' Mutual Represented Nationally lim Altlt I'ETIIY & CO 28 MARCH 1949 39 Js Albuquerque KOB \i;t Beaumont KFDM ABC Boise KDS1I CBS Boston-Springfield \m:/ w h/\ \i:i Buffalo WGR i 1'^ Charleston, S. c. wcsc CBS Columbia, S. c. WIS NBC Corpus Christi KRIS NBC Davenport Win NBC Des Moines WHO \l!( Denver KVOD ABC Duluth WDSM ABC Fargo \\ 1 ) \ V NBC Ft. Wayn< wowo ABC Ft. Worth-Dall as WBAP ABC-NBC llonolulu-llilo KGMBKHBC CBS 1 (ouston KXYZ ABC Indianapolis w rsH ABC Kansas City KMBC-KFRM CBS Louisville \\ \\ E NBC Milwaukee \\ M \\\ ABC Minneapolis-St. Paul \\ K \ ABC New York W MCA IND Norfolk WCII \ll( Omaha KFAB ( 1!- Peoria-Tuscola W MBD-WDZ < ns Philadelphia KH\ NBC Pittsburgh KDK \ NBC Portland, Ore. ki:\ \i;< Raleigh WPTF NBC Roanoke WDBJ i US V.lll 1 III _'.! Ki BQ CBS St. Louis KSD Mil Seattle KIRO CBS S5 racuse \\ llil, ( US 1 ' lie llautr W 1 1 1 1 IVIc\ ision \i:< Hal timore w \ \M Ft. Worth Dallas W BAP-TV 1 ouisville W \ \ l>TV Minni a] ol s-St. Paul \\ l< \ TV New York \\ PIX St. 1 .iin- kM>TV Sai 1 i .in. -i ii KRON T\ 4u SPONSOR RADIO 1 J^o you have some markets that are surprisingly good and others that are hill- ing 'way below expectations? Of course you do and we know, generally at least, what you'd like to do about them. But have you thought of how much na- tional spot radio could help you? National spot (Bull's-Eye) radio is the most busi- nesslike radio in the world. In good areas, it works only as hard and costs only as much as your sales picture demands . . . In bad areas, you can step it up to any degree you wish — can make it work nights, Sundays and holidays, if need be, to get the job done fast and at the cost you wish. We of Free & Peters have specialized in businesslike spot radio since 1932. In that time we've built up some pretty spec- tacular case histories of what can be done with this medium. If you're interested in any of the markets listed at the left, we'd certainly like to talk with you — soon! F] P REE & Jr ETERS, INC. Pioneer Radio and Television Station Representatives Since 1932 NEW YORK CHICAGO ATLANTA DETROIT FT. WORTH HOLLYWOOD SAN FRANCISCO 28 MARCH 1949 41 their positions despite competition from the new medium. h is interesting to note thai \\ \ VI program ratings arc higher today than the) were for the same period in 1948 — despite strong "competition" from our TV station. \\ VI \ new averag- ing 100.000 viewers per quarter-hour from the "broadcast audience pool". Some of the other New York stations, however, have not been as fortunate, and the) arc now faced with the prob- lem of selling time at a higher cost- uer-thousand listeners in the extremely competitive New ^ oik market. Some downward rate adjustment will un- doubtedly be necessary to bring their selling costs back in line. \\ VV1 i- now delivering more lis- teners per dollar during the entire da) than any other New York area radio station. Should WAAT ratings start to reflect anv long-term downward trend, we would, of course, give seri- ous considei at ion Ion 1 ate adj ustnicnl in order to retain our cost-per-thou- -and leadership. Edmund S. Lennon Salrs Manage i WATV, Newark, N. J. BMB CRISIS (Continued from page 29) BMB's operating costs have been cut drastically. There are now no more •■high-saiaried" lover $20,000) men on the payroll. Actually, there i- only one major executive left — Cort Lang- lev, former assistant to Hugh Felt is. ken ISaker. acting president, shares ie-|ionsibililies with Langlev, but is NAB research director and not on the BMB pav roll. There are other operat- ing expenses that can be cut for BMB when and if it operates on a regular schedule. The cost of mailing and tabu- lating results of a ballot survey is many times w hat it could be when there's no clear-cut plan on what's wanted from the survey. Even now with the ballots coming in by the thousands, it's not certain whether reports can be made on the basis of listening 6-7 times a week, 3-5 times a week, and 1-2 times a week, or whether a less satisfactory "aver- age daily audience" figure will have to be substituted. sponsor with this analysis prints test surveys made dur- ing October-November, 1948, with fig- ures for "Average weekly audience",* "Average daily audience", and a Hoopei -hare of aduience for the same period during which the BMB test-bal- lot surve) was made to determine how daily audience figures compared with once-a-week figures and a Hooper sharc-of -audience percentage. As indicated in SPONSOR 28 Febru- arv. many development research men agree with Hans Zeisel that average daily audience figures, arrived at from the BMB ballot returns, are not, to sav the least, ideal. However, the size of the sample may preclude issuing the more detailed figures. Experi- mental research is expensive, when it has to be done on an "if" and once-in- three-years basis. It would be prohibitive for printed media to operate the Adult Bureau of Circulations if the methodology hadn't been worked out years ago and im- proved year by year. Newspapers could not support Media Records if the basis for its reports on advertising linage weren't fixed and stable. The lack of consistent thinking research- wise is. said to he one of the reasons *Homes that listen to the station once a week or more. WBT MAKES A GOO L_ -v°^ wh\ Industrial Surveys, which did the first survey for BMB, didn't hid on the second. I.S. made a sizable net on the first survey, hut couldn't go along with muddled executive think- in", despite the fact that it had made ballot surveys for CBS for years. BVIB has passed through another crisis. The second survey will he com- pleted will he delivered. The problem that faces the committee which Justin Miller of the NAB appointed recently to report on the future of the industry research organization is not the second survey but BMB's future. The five nun appointed by Judge Miller know the BMB problem. Harold Ryan has lived close to the Bureau almost since its inception. Dick Shafto i \\ IS Colum- bia, S.C.) has spent many hours study- ing the, problem. John Elmer ( WCBM, Baltimore), for whom the current study can do no good since his station will be changing its spot on the dial practically concurrent with the survey, is an oldtimer in station management, and Charles Caley (WMBD, Peoria), as well as Clyde Membert I KRLD, Dallas!, has been around for a long time. They all realize that broadcasting is in a state of flux that has no com parison in broadcast advertising his- tory— that it need- fresh accurate coverage and circulation data. Though there's no research man on the committee, and no advisory group of agency executives or advertisers has been named, it's certain that BMB's importance to buyers of broadcast advertising won't be far away from the special committee's meetings. The big problem is still how to continue an industrv -controlled coverage-research organization which will deliver honest, well-researched reports that will not hurt stations that are doing a good job for their listeners and their adver- tisers. Auditing the circulations of sta- tions must be done. BMB can be re- designed to perform any and all the coverage-research needs ol advertisers. Broadcast advertising supports Hooper, \ielson. Pulse, and a number of other organizations. It can and should support BMB, feel most agency and advertising executives, if only until such a time that there's something else satisfactory, ready, and able to deliver the information which is any industry's audit bureau's responsibility. + * * 3,000 STATIONS? (Continual Worn p«ge 31) tributed important lv to the ii sets in use. In other cities a new sta- tion or stations have cut into the es- tablished audiences of long-established outlets. In an important Southern market with four established stations an inde- pendent got under way and showed up for the first time in a City Hooper Report in 1946. The first year (1946- 1947) the new station increased morn- ing over-all sets in use over 10' v and garnered for itself 21.6% of the audi- ence (sets in use). In the afternoon it increased the sets in use over 2ll'< and gained 18.3'r of the total audi- ence for itself. At nights during its first year it did not materially increase the sets in use 1 1 lie increase was a tinv fraction of 1%). The station, how- ever, won for itself 18.3% of the sets in use. cutting into the audiences of three out of the four established sta- tions. A year later, 1947-1948, the new station held approximately its same share of sets in use, but intensive promotion by the established stations, and the new station, too, increased I %J m^M . . . many million times a iveek! \\ ben WBT first began serving the Carolinas. 28 years ago, "promotion" was a small boy who used to run through the streets of Charlotte, announcing to a handful of crystal-set owners that the Souths pioneer station was on the air. Since then. 50,000-watl \\ BT has become a power in the daily lives of almost three-and-a-half million people in 95 counties ... and promotion has helped set the pace all the way. Using many different media . . . newspapers (more than 1.000 lines weekly) ANNOUNCEMENTS (average of 350 weekly) point of sale displays (in food and drug stores) MERCHANDISING MAGAZINE (mailed rcgularlv to retailers). Such impressive promotion — making extra impressions for WBT programs— is one reason win \\ BT average- a larger audience in Charlotte than all other stations combined/ (In the 94 "outside" counties, WBT has virtually no Charlotte competition. WW IS I If you want to make a good impression — and an impressive sales record — in the Carolinas. \\ BT can show you how. *C. E. Hooper, Dec. 1948-Jan. 1949 (or any orhor Hooper Survey ever model) Jefferson Standard Broadcasting Company 50,000 icatts Charlotte, N. C. I\t>pres<'ntt'1.'>'. to 34.1%, so that the foui stations' audi- ences were returning to what they had been prior to the invasion of the inde- pendent. a In Providence looks like this: Year \.\l. '45-'46 L5.5 K.17 16.2 '47-'48 I:.:; three-year picture P.M. 1 5.5 L6.4 L9.5 Evening 30.8 31.2 31.6 ing increases the evening sets in use. In Washington, I). ('.. four new daytime stations increased sets in use in the daytime and jumped evening sets in use in the evening, also. Mow- ever, there was a Fractional drop in 1017-1 *J i:: iii the nighttime, due to emphasis on I \l programing, and FM figures were not included in this re- port. The Capital City figures are: I he increase is pronounced in the day- time because the three new stations in this town are daylight-onlj operations. However, the daytime habit of listen- ^ ear '45-'46 16-17 I7"i;i \.M. L5.0 L6.5 18.5 P.M. L6.5 18.5 L9.5 Lvenmg 31.8 34.7 33.9 These cities are not unusual. In- SOUTHWEST VIRGINIA'S I'lOttee/l RADIO STATION old-tinier with young ideas We're not resting on our service re- cord of twenty-five years. We ably complement our CBS schedule with shows built to the needs of our region; that includes one of the top news depart- ments in Virginia. We're strong on pro- motion, too. So, for your share of the near billion our lis- teners spend each year — contact Free & Peters! Usin'fi total BMB coverage and Salts Management's market figures, H DliJ's area represents 35.73% of I irginia's (and 7.90% of West Virginia's) ttttal buying power 1 CBS • 5000 WATTS • 960 KC Owned and Operated by the TIMES- WORLD CORPORATION ROANOKE, VA. FREE & PETERS. INC.. National Representatives • i eased a\ ei n^ir houi sol listening pel home, per dav was reported recentl) bj \. C. Nielsen for the past five years. In 1943. the average home lis- tened 3.5 hours per dav. In I'M!', tin- average home checked by Nielsen re- ported 1.1 hours of listening per day. This was an increase of 26%. Nielsen reports that "the average network ad- vertiser is delivering sales messages to \'2' , more homes toda) than he did two years ago. lie also reports that costs per thou- sand homo including time and talent have gone down per thousands from 12.48 in first quarter of L946 to 82.16 in the first quarter of 1()4<">. These figures cover network broadcasting. In metropolitan areas where the Hooperating figures are gathered (36 cities i a contrast of share-of-audicne -e figures between 17-'4<> and "4u-"4() for Deceniher-Januanry indicates that inde- pendent stations arc increasing their -haic n| the sets in use. Since TV is included in Hooper's figures, the evening increase is not necessarilv in- dicative of increased listening to inde- pendent stations. It is reported never- 1 1 1 1 ■ 1. ■-- I'oi the I ci ..id. Web and Independent share of audii m i Dei 1947-J an. 1948 \ M P.M. EVENING NBC 'Ji'.'.i 28 i 37.4 CHS 1 1 23.0 26.1 ABC 27.7 17.7 18.6 M BS 11.9 13.0 10.2 INI) 15.1 17.;i 7.7 Dec. 1948-. an. 1949 NBC 20.3 29.2 31.4 CHS - i 23.0 29.7 ABC 21.9 15.9 18.2 MBS ll.l 11.1 9.5 INI) 1 S. 1 20.8 11.2 These figures of course do not re- port the impact of the Benn) switch from NBC to CHS. since the month be- fore and the month after the switch are averaged. The figures were com- piled to indicate the appeal of inde- pendent stations — contrasted with net- works collectively. Nicies little question hut thai the number of stations on the air will reach 4.0(10 before the decline of the number of stations on the air starts. Once the freeze on T\ applicants i- lifted, hundreds of new video station applicants will be filed, granted, and construction will start. At the outset there will be vcrv little reduction in the number of radio stations agitating the ether, because in most markets ladio must continue to pav the wav. In manv markets, including tin- be the number one rural, railu vv il broadcast advertisint ■dim for a * ■ long time to come. Il isn't possible to decide thai radio will be here Forever- Forever iv a long, long time. * « * 44 SPONSOR 0OMINMES THE PROSPEROUS SOUTHER** NEW EHCVNiQt Jlrl^^lCWLfcm Paul W. Morency, Vice-Pres.— Gen. Mgr. Waiter Johnson, Assl. Gen. Mgr.— Sales Mgr. WTIC's 50,000 WATTS REPRESENTED NATIONALLY BY WEED & CO. 28 MARCH 1949 45 DELIVERING A TREMENDOUS 3 -CITY MARKET: BEAUMONT ■ ORANGE - POUT ARTHUR ond the Rich Gull Coast Areo. Now 5000 Watts DAY and NIGHT — 560 Kilocycles KFDM New studios! New power.' All designed fo give you a more terrific impact on this wonderful market — NOW, FIRST in the nation in chemical production! Strong, too, in agriculture, lumbering and ship- building. Steady, diversified employment keeps folks here in a buying mood! Reach them with KFDM, the ONE station de- livering this rich 3-City Market! Studios at Beaumont, Texas Affiliated with AMERICAN BROADCASTING CO. ond the LONE STAR CHAIN Represented By FREE ond PETERS, INC. IN THE Pacific Northwest Serving 3,835,800 people • WASHINGTON KING- Seattle K X L E — Ellensburg K X L Y — Spokane • OREGON K X L - Portland MONTANA K X L F - Butte K X L J - Helena KXLK- Great Falls K X L L — Missoula K X L Q — Bozeman Pacific Northwest Broadcasters Solei Managers Wythe Walker Tracy Moore W I S I I « N ARGENTINA /Continued from page 32) have testified that they did not want to sell out, but it was a question of sell out — or else. . . . Broadcasting is vital to Argentinians because it's a nation of wide open spares. Newspapers are seldom seen by the non-metropolitan population, for even if the latter did travel to a center where papers were available, they'd he at least a week old before thev could he bought. The news, al- though undoubtedly government-col- ored, is fresh on the air. The stations are free to broadcast any news they desire — as long as it comes from a government-approved news agency. Music nut \ he broadcast without government okay, but all dramatic programs must hear the stamp of a Peron bureaucrat. As in all South American nations, advertising men re- fer to all drama as soap operas. The appeal of serial plays is enormous, for stor\ telling lias been important for generations in all Latin nations. There is little active censorship of commercials. Drug product advertising must be approved. However, there are no recorded commercials, no jing- les, and no music is permitted behind announcer's voice. The announcer is not allowed to dramatize commercials. If he should be so tempted, it wouldn't be long before he'd lose his license to be on the air. Actors, announcers, news commentators must be licensed. Commercials are restricted to 100 words. They may be broadcast every two-and-a-half minutes, but not during a dramatic or news program. In a half-hour drama, for instance. onl\ three 100-word breaks are permitted, together with 50-word opening and closing announcements. Palmolive and Lux are the leading hand -oaps. Colgate, Kolynos, and Phillips are the leading toothpastes, with Pepsodent, through the English Lever Brothers, coming up. They reach the consumers through broadcasting. despite all the restrictions. Listening habits show that what they call soap operas have the greatest audience-, with comedians and popular music dialed in that order. The number one program features Louis Sandrini. comedian, and his group id actors. Lever Brothers sponsors, as its radio leader, a dramatic series, l\ Tea- Iro Atkinson's. ( '.olgate-Palmolive-Peel bas .1 talent search 30 minutes twice a week, Descubriendo Estrellas (Dis- covering Stars). Sterling has a top commentator (Soiza Reilly) 15 min- utes Monday through Friday. It is not cheap to broadcast in Argentina, despite the fact that there are less radio sets in the entire nation than there are in Greater New York. About 10' * of the population have receivers. Officialh. there are 1.650,000 receivers, and the population at the end of 1948 was about 18.000,000. \ 30-minute program on 14 stations would cost 1.000 pesos for time and from 1.000 to 3,000 for talent. Of course, listening is far more intense than in the U.S., and the number of listeners per set is also higher. Activity of the big U.S. firms in Argentina would make an observer be- lieve that the Americans were making real money in the country. The truth is that they're still all whistling in the dark. * * + THE AUTO PICTURE I Continued front page 27) in over the weekend, placing orders for 50 new Pontiacs and boosting re- pair business to capacih. Why don't more dealers use radio, therefore? The answer lies in the structure of the auto industry's sales channels. When a dealer goes into business, he has to obtain from the manufac- turer what amounts to a franchise. This usually takes the form of a con- tract (prepared by the manufacturer) which states in considerable detail the conditions under which the dealership will be granted. Under this contract, the dealer maintains his franchise i which can be broken off by the manu- facturer I by handling and selling the cars in a manner and volume that will be satisfactory to the manufacturer. In the fine print of each dealer con- trait there is, more often than not, a -cries of clauses that refer to adver- tising. The general substance of these clauses is that the dealer advertising on new cars, or manufacturer s parts, accessories and whatnot, musl con- form with the general theme of the manufacturer's national advertising, particularly if the dealer expects sup- port from cooperative advertising funds i joint dealer -manufacturer ad dollars spent to promote dealer mer- chandising operations). The degree of control that automakers exercise 46 SPONSOR over this advertising varies from ab- solute (in which the dealer must ad- here closely to company-supplied ad- vertising material, such as mats, layouts, transcriptions, etc.) to a very limited control I in which the dealers, or more recently dealer groups, spend their own or co-op funds for what- ever form of advertising they choose. What keeps all dealer advertising from being carbon copies of the na- tional picture is the fact that in big metropolitan markets, and even in many smaller towns, dealers and dealer groups have their own advertising pro- grams paid for out of their own pockets. There is nothing new about dealer co-op advertising. All major auto- maker and leading independent auto- makers engage in it, and have done so since the middle 1920s. In its sim- plest form, it is a 50-50 split between the dealer and the manufacturer on advertising that is done at the local level. However, co-op advertising money goes into advertising at na- tional and regional, as well as local levels, and the methods are not uni- form. Dealer co-op advertising (only a trickle was done during the war) stems from funds accumulated from an arbi- trary advertising allowance per car (it ranges from $10 to $20 or higher), which is matched by the dealer, the money then going into a central co-op fund. Chrysler, Crosley Motors, Ford. Hudson, Kaiser-Frazer, Nash, and Packard work it on this basis, going 50-50 with the dealer. General Mo- tors divisions (Chevrolet, Oldsmobile, Pontiac, Buick, and Cadillac), as well as Studebaker, have a "sliding scale" which runs from a dealer-manufacturer split of 71.5-28.5'; (in terms of dol- lars, about $10 of dealer money for every $4 of company money on the low end) up to approximately a 50-50 split, depending on the volume of busi- ness in dealer territory. By law*, any co-op advertising allowance must be available to all retailers of the manu- facturer's product. Auto co-op adver- tising stays well within the law. and is generally a model of successful co-op merchandising. Sometimes, how- ever, the squeeze is put on the dealers (many of whom cannot afford to do much advertising outside the limits of co-op advertising) by the automakers. (Please turn to page 62) *The Robinson-l'atman Act. it's easy* IF YOU KNOW HOW! IT ighting a fire in a steel skyscraper is different from handling one in a two-story home — and it's the same way with radio in different parts of the nation. The Southern listener is a little different from people in other parts of the country. He does respond better to radio programming that caters to his special preferences and attitudes. KWKH knows all this and has used the knowledge for twenty-three years. Hence we are years ahead in radio Know-How and listener-acceptance in this market. Whether you sell tobacco, tractors or toasters, you'll find this KWKH Know-How a big "plus" in our four-state area. Write us today or ask The Branham Company. KWKH Texas SHREVEPORTf LOUISIANA 50,000 Watts CBS Arkansas M« • • • ISSISSIppI The Branham Company, Representatives Henry Clay, General Manager 28 MARCH 1949 47 TAKE 13 WEEKS WITH PAY...«X WI'CO It's easy to bag big profits in the Summertime in \\ C< 'A ) territory. For North- west retail sales soar just about as high during June. July and August as they do in any other season. More than $699,000,000! And no wonder. During the 13 Summer weeks. WCCO's 308,417 farm families harvest more than $86."). 000. 000 in cash. What's more, more than two million vacationists add more than S200.000.000 in "good-time" money to the regular spending of year-round residents. That's why 48 major non-network sponsors (30' ' more than the year before) stayed on WCCO all year 'round last year. Without a Summer hiatus. They know, too, that 50,000-watt WCCO delivers the biggest share of the Northwest audience. In the Twin Cities, for example. \\ CCO delivers an average daytime Summer Hooper of 6.0... a 58$ bigger average audience than any other Twin Cities station! And all cash customers! Make your reservations now with us or Radio Sales. . . for 13 wonderful weeks with pay on WCCO. And net a fortune. All sourer material available <>n request. WCCO WfHiKd/Ki/is-Sr I'tinl It. ,,r,s,„l, ,1 bll It MHO SALES 1 ^ i ♦ % Yeah, but can he lift a sales curve? Advertisers know there is no monkey-business behind CBS' ability to lift their sales curves. For CBS not only has the highest ratings — and the highest average — in all radio, but for the third consecutive year delivers more customers per dollar than any network in radio. The Columbia Broadcasting System *\ SUNDAY MONDAY O OBV TUESDAY WEDNESDAY THURSDAY O 0RV FRIDAY SATURDAY rtW\V* I - - — *£:;• *£*£■ ' J** MDl ■SESfl IIIDJ S MDl ■ "ti? HOI ID3 IIIDJ ■ ■ IDl -B- MDl in IIID3 IIDl 1 HDL iDa IIID3 1 MDl Ri\Tu\w\\\\« 8:15 8:30 8:45 -9- 8:15 8:30 8:45 -a- 9:15 9:30 9:45 -ID. 10:15 10:30 S»t3iii M« :>*1 Omi • c«< ^ Hprll 1949 . ^^■^ '-'.=•;: " 4.:,,,. &*cr.? ,.„;;„ , "siiS. ^G.,lL"r« ,..,,. "*£■ ..,.,^,.^1.,., ...;»-.. «g. jSSl" '-S- &B. -""i, f.~> i.a "'," ij o... .., "°'fe,„ -li- nns 11:30 11:45 -12- 12:15 ""— . ,::."r H ,j* tii pi&L,n W"-"W^0II J'UK" Ia £~fH "^, ul'Hr 3!: id D. , ... •tSTM -11- 11:15 11:30 11:45 -12- 12:15 w* "lk« *'h."?^,.'l" Ti'i.T J ci.^.t. ,.5::;::, A,lku.&=^.., rs:: rs; Ij££. ■"■'u^'"' 'Sr "HI" '•p.'.;- "".":.'. "|I.!]C eiswa. — "7£' ^ ■"%„ M"*"I^tJ* l«§r ■""!,«, jsis. ",::; ""iS?" "''"'"'','Cn' ""t;.;;^"- ..% §1 '"SUS!* Ziu^; »,.(>-., '.< -X, fa ■st? '""""iiiN SSiS^ 'ST '"""(TlMN W^kZ ".Ji.r ' '*""-j*)I|H ' '^ i!.^^ s "■S. '-SH"' St„ (1*01 'S: "tfSf "=„ aj2V* «£=£. D'-W*!l" .assa - ,";-;.;. .,::;". -.;: iSSg, -S=& """'■"'m, ™ ,°fnj. ..;-•-•?... --"'^ •»=fe D=.bl.J„ . *"& £.11 °"£1"- "|j» "ST |(M|C *3STr "'ST "'Sr W,Gf*M.'.'"n "■sr j^ac sg^ "*'" 1"'"' 13? cli..*"" •B, SI ! •:■;■.;.. :.:--: *"""q „.,,_£.. £MgN !.-','. Pl'lf] w'k,"w t:::.^ »,£! w"'S,'c" l-"-'J;a„ v£ri "^C ;:::'i» *.-«. m«i w*_^ ^"'i. .. "S- 15ft; f.'.;::;M| »m:';:.X. ssk 12:45 -1- 1:15 1:30 1:45 L2- 2:15 2:30 2:45 -3- 3:15 « H.pp,G.^ "S" T*"('»0|N ■sftsr D"c»Vp0" 6;'5'°s.",'» 31 •7sa;H ,;:;;,., °"^" 1 1 "'•^;: :r 1 H 1*1 ■ -fcr l^'i^'.™ ln"S cf£;L,K ssiF cS% "r,'-7„., * !'iv °^ir =.5-ij l:v '■""■T«. cJiiSL 2:15 c-^TC'». ESS* cSi, wH:, »£F ;:;vx *"£? 'a',^» *'£? "'(M.IM Har '^1%. I--;.; ,T"V' [ 11 cL, "'=;•"- -ssr „.?i ' ^/..v.; "ttgj; "4'rT?,« w^;;'; ,','"" "«a: """"■^i "^S|H, H'lClN 2:45 lacr ;...,.,... ., IMIJN &-C,JK '""-fc 'SF ,;;:...■ "' '"'f.!!N >-s.iT\ KteHL." j...'-„^r.( ^i^s:i:?0-~ IN JJ 'H£' KSK »"*H asas M^kii- 'H£' ,-;; ::.;.: '"•■;;^,;■ BSISK ft-*»Ojjr ■ "^Br- H itBuT ....... *%. JS. "jKEr u! ;... asgN ^2x r::S. ■s^S. ,....«.„,,. Hi::r.~' ,ssgH .:; ...... «j^ ......'... z's£;„ *=S. *^™"B» ■K2? 3:45 -4- A,':..,..m if •x». '■"^-i'J 3:45 . /I . . _„„.„.... SJJL'A '-— "„;■ Bpril 1949 Eiis, 58* *Sg "■";;; ,.,... JsaL C-"~ -sH "E, -IP- sajg Vl,wT K*,iri-rt C.u »$ J|L J......,..,, iffi^r j~. .-" ^SS- t*™ -— 1 J*ST' ■ss-W-- "•^T" Sks- - ,,.„,..,, sSS' >SS'|H_ "•^•r ■SSS" "IweiN. c«. "" ||E|N Cu 5,-j"« "*»• ^| 1 ^IdJ fllJlN "^TsJ", S "" llSf* i^-S; Cmi "~?K» d. '^™;|H S i-:"X« ■ *•££*■ "£%£• p<) . -'-"■ Pi ,..o'„ "* <'«'* ..':;■ J JS . '■"•"• »X. -'-"- Pi ,",:;., „.,..,„.,.,. H Ks%, '■•''£;•"' " £<..!..,. — WE •■••- £ "ifi» st* EE J*£. HPjl kS E£ ^ — * — sajss ..:,.,.,., s""-'-;,:: mI3£! » *» ° * U__|H . c^yj* ""^H °— C^MMtM jssa tSSt =.^» LVkV.V'!; ;■;"„ A-& .-.,.. C-p. U^,h. -•-E-Hfcssr „..;„.„.., Op. MMftM «ir;:i;:;"„ cSA JSS. — i=Hr....,7 ""^. bulSwM ^""I.'iiiI'n '"" uSXL esse H"u.i«""" •■'•'^'k , 3s'JH|i u...:= -nVc ts^Tft"' " SUNDAY MONDAY mcHT TUESDAY WEDNESDAY THURSDAY „^„T FRIDAY SATURDAY RBI CBS RIBS nBC | HBC US RIBS RBI „ RBC (BS BIBS BBC | BBI IBS IHBS BB[ | BBC (BS BIBS BBC „ RBI (BS BIBS BBC | RBI IBS RIBS HBI ;" - : i KilL... .5. £d :' <£ °jx- Whitehouse on the Hudson,— Station WHEC In Rochester ..FIRST BY LENGTHS! WHEC is Rochester's most-listened-to station and has been ever since Rochester has been Hooperated! Furthermore, Station WHEC is one of the select Hooper "Top Twenty"stations in the U.S! (Morn. Aft. and Eve.) latest Hooper before closing time. STATION STATION STATION STATION STATION MORNING 8:00-12:00 A.M. Monday through Fri AFTERNOON 12:00-6:00 P.M. Monday through Fri WHEC B 41.1 24.1 35.2 28.7 C 3.3 D E 4.6 14.5 1.7 9.9 12.7 39.5 31.1 6.6 8.2 13.4 EVENING sunday0.0h?ou9tso. DECEMBER 1 948-JANUAR Y 1949 HOOPER Latest before closing time. STATION F 5.8 4.6 Station Broadcast till Sunset Only BUY WHERE THEY'RE LISTENING:- MEMBER GANNETT RADIO GROUP (jj&tietfet N. Y. 5,000 WATTS Representatives: EVERETT & Mc KINNEY. New York, Chicago, HOMER GR I FFITH CO., Los Angeles, San Francisco 28 MARCH 1949 55 lew advertising dollars for fi I liov'ro < out mil: I'i'oiii s;ilos and >:ilo* pro in ol ion budgel *»: from lii iii«s thai never nsoil ilio air boloro they're new to broadcast advertising scott paper uses Dione Lucas and her sophisticated cooking instruction in its air debut to sell metropolitan homemakers on kitchen tissue irrnlAf sn'r^s an^ collars are an amusing part of the "Arrow Show". Cluett- dl I U W Peabody feels sight is essential to sales. It never warmed up to radio lininilO comPany toys arc made part of Unique-sponsored portion of UIIIUUC Howdy Doody." Animated playthings can be TV-demonstrated hnnlfiHo m'"s never ^e'* tna* radio could sell floor coverings, although Arm- UUIIdllUC strong proved them wrong. "Wear" and "Tear" sell Bonnie Maid visually * H$ Of the 44 national spon- sors on TV networks dur- ing the month of Febru- ary, nearl) one-third have never used radio, or used radio so long ago that it has not been a factor in broadcast advertising. While these 44 advertisers didn't spend one-third of the money invested in visual network advertising during the month, they spent about 25', of the $564,537 gross billed for network time, $135,104 to be exact. There were 265 national or regional advertisers using selective I market-by- market ) television in February. They spent, in round numbers. $727,000, or nearly 29% more than network ad- vertisers. Of the $727,000, $137,000 was spent by advertisers who have not been using radio. A considerable por- tion of the rest of the advertising money invested in selective TV came from advertisers who have not been active recently in radio. To make the picture as clear as possible, only those advertisers who have not used the air for many years are included in the non-users of broadcast ad figures. On the local-retail level, $509,459 was spent by advertisers. Since retail merchants are in and out of all media, it is almost impossible to determine how much of this half-million plus is "new" to broadcast advertising. Because television is for the most part controlled by executives who have been in broadcasting for years, it has not been too well sold to non-radio advertisers. Promotion has been dir- ected for the most part to firms that have used radio, or who have been tabbed as being prospects for the air, as it existed before TV. The broad field of advertising that appeals to the eyes rather than the ears has barely been scratched. Firms like Cannon Mills (towels), Van Raalte (women's hosiery and underwear), and Standard Sanitary (American Radiator! have not only had, by their own admission. inadequate solicitation but in a number of ca?es are amazed by the fact that they have not been contacted by lead- ing TV networks and stations. While a number of advertisers look upon TV as a selling medium rather than an advertising medium, there is still the danger that it will be sold as a public relations device rather than the direct selling medium that it is. Biggest '"new money" spender in net- work-TV is Admiral Corporation, which in the month of February bought $11.00) worth of time on 35 stations. Admiral also spends a few hundreds on selective TV, but not enough to be a In the selective field the leading factor in market-by-market television, spender is Bulova (see What makes Onlv T\ advertiser exceeding Admiral Bulova tick?, pauc 2'A I with around in time buying is Gillette Safety Razor, $127,000 invested monthly in time sig- which with a 17-station network spent nals. No firm, new to broadcast adver- $43,200 during the month of February, tising, approached this figure in mar- Other non-radio advertisers who ket-by-mai k60 DuMont 2i,. 1 1 spends more than one-third of the Mason, Au & Magenheimer 4,680 _^ . . , „,... . . Motorola 3.840 bulova organizations IV advertising Scott Paper 2,640 . , A. Stein 3.540 luiilgel. Textron 1,440 rT>i a )? • i , • rr\r (on part of month only) 1 he new money in selective IV £t::::::::::: lilt * made up of a number of small TV budgets didn't aiiert their radio frlllf Oil kept its "We, the People" radio program going when it added TV cameras to each $>UM airing. It even added the "Gulf Show" on TV without cutting its broadcast budget flrOCTnnO didn't change its budget for "Voice of Firestone" when it added "Americana" 1 1 CO lUII U on NBC-TV. To Firestone, IV is a direct selling medium with traceable impact 28 MARCH 1949 57 budgets. They add up. as indicated previously, hut they're making haste slowly. The) include: Gross time Advertiser bought BVD • DuMont 1G.800 Golden Blossom Honey 3.000 Sunnyvale Packing 5.000 Television Guide 1 1.200 Whitman Candy 5.700 Williamson-Dickie (work clothes) 9.600 The new selective 1 \ advertisers generall) use one or two stations. It is tin exceptions, like Whitman, Tele- vision Guide, B\ I), and Golden Blos- som 1 1 < > 1 1 1 - \ . that use three or more sta- tions. Out of February's 265 selective TV users, 45 were brewers, the largest, numerically, industry classification in T\ time buying. Since most brewers have at some time or another used radio, beer's use of the medium does not represent new firms invading the air. However, many of the 45 brewers in tcle\ ision were not using radio when the\ decided to test the medium. I'ioneer non-radio advertiser now using television is Botany, which for years has used its "little lamb" on the air to sell men's ties and which is r(id your eyes \ this paye? Not because of the words . . . but because of the dramatic presentation of our own sales story. Motion picture spots for television and theatrical release . . . sales training . . . public relations . . . whatever your needs you'll hit more effectively when you combine basic sales presentation with our dramatic and original artistry of production. Such a merger will increase the impacf of values of your program, yet your films will cost no more. Write us for a demonstration. REID H. RAY FILM INDUSTRIES, INC. 2269 Ford Parkway ST. PAUL, MINNESOTA 208 So. LaSalle Street CHICAGO, ILLINOIS now expanding its T\ commercials to include Botan) fabrics. Botany isn't spending much money, but its annouce- ments are on seven stations, at a time cost of around $2,000 during February. Botany still feels it's study- ing the medium, but it's using weather reports, half-minute in length, just as it has since it got its feet wet in TV. Uthough the pioneer Boor-covering firm in T\ was Alexander Smith, the big rug-and-carpet user of the medium now is Bigelow-Sanford, which used radio directly only once on a three- station MI!S network many vears ago. Bigelow-Sanford also shared in the broadcast advertising bills of a number of its dealers, but has always felt that it required pictorial presentation ol it- product in order to sell. To all intents and purposes. Bigelow-Sanford can be called "new money" for TV. Another floor-covering firm, Bona- fide Mills, makers of Bonnie Maid Linoleum, comes to the air without ever having used broadcast advertising nationally before. While its $5,760 is not a big appropriation for time, it's a real departure for this firm. The fashion field is not certain of TV. It admits that TV should sell for it. but it's notoriously backward in advertising. Current leader is Hand- macher-Vogel. which started in Febru- ary with minute and 20-second com- mercials in 25 cities (26 stations). Broadway stars modeling Handmacher- Vogel's Weathervane suits are the pictorial basis of the campaign. The local specialty shops handling Weather- vane suits are included in the 20- second and minute commercial motion pictures aired. Most of the Weather- vane campaign will run for nine weeks, three times a week. The exception is \Y\BT. New York, which will show the commercials for 13 weeks two times a week and WPIX, New York, which has the campaign for four weeks. Because TV seems certain to make TV set owners fashion-conscious, a number of fabric houses are trying the \ isual air. Leaders arc Bates and Textron on the networks. Other fab- ric houses are cooperating with local department stores and pattern pub- lishers during this development period. Bales unfortunatelj Found itself com- peting with \rthur Godfrey's Chester- field program, which wasn'l good. Tt has mm moved to 10:10 p.m. Sun- days, where the competition does not dominate the viewing. Textron has jusl -tailed on the air (Pirns,- turn to page 62) SB SPONSOR MAGAZINE Id I It SPONSOR: "Television Guide" AGENCY: Placed direct CAPSULE CASE HISTORY: "Television Guide", consumer video magazine, recently ran a test campaign on WNBT, New York. It used only three one-minute film announce- ments, which featured a $3 subscription price and a tele- vision screen filter as a premium. No other advertising was employed for four days before and four days after the test. The result was direct orders for 2,190 subscrip- tions, amounting to $6,591. The cost to the sponsor for the commercials was $270 — an advertising expenditure of 4.1 cents per dollar of sales. WNBT, New York PROGRAM: Film announcements SPONSOR: Atlantic Brewing Co. VGENCi : Placed direct I \IM 11. CASE HISTORY: As a promotion stunt, Atlantic Brewing is running a "Miss Tavern Pale of 1949" contest in the Chicago area. Final winner will be determined this Summer through weekly elimination beauty contests on video, conducted at intermission time during WGN- TV's wrestling telecasts from Madison Arena, Chicago. Contestants are selected from televiewers' nominations, weekly winners by viewers' votes. 11,716 ballots resulted from the first week's voting, 8,638 of them mailed in, 3,078 placed in tavern ballot boxes. WGN-TV, Chicago PROGRAM: Beauty Contest X TOYS I results SPONSOR: Marvi Toys. Inc. AGENCY: Placed direct C \PSULE CASE HISTORY: This sponsor began to use tele- vision late last Fall, with an eye, naturally, on the Christ- mas trade. One-minute film commercials, with live narra- tion, were placed on "Junior Frolic", a late-afternoon children's program Wednesday through Sunday. Com- mercials showed motion shots of the four Marvi plastic toys, designed for children between two and seven years of age. Viewers were asked to send in SI for the set of toys. More than 7,000 replies, with money enclosed, came in before the end of the year. WATV, Newark, N. J. PROGRAM: "Junior Frolic" CURTAINS LOCAL STORE SPONSOR: Cameo Curtains, Inc. AGENCY: William L. Sloan CAPSULE CASE HISTORY: Before experimenting with TV advertising, Cameo Shir-Back Curtains were sold in only one retail outlet, and had a total wholesale volume of $400 in Philadelphia. Company undertook a two-month television test, using three-a-week one-minute film com- mercials. The announcements cost $912, and were jug- gled around from hour to hour; during this time, no other ad media nor supplementary promotion was used. At end of test period $55,000 (wholesale) worth of cur- tains had been sold through six department store outlets. WFIL-TV, Philadelphia PROGRAM: Film announcements SPONSOR: Meyer & Thalheimer AGENCY: Placed Direct CAPSULE CASE HISTORY: Last Fall, Meyer & Thalheimer, a local stationery store in Baltimore, bought 26 one-min- ute announcements to be run one a week. Day after the first one, the first six customers in the store mentioned it. Sponsor now runs three one-minute announcements a week on WMAR-TV, plus a five-minute weekly program called "Toy Parade". M & T consider television "the most outstanding advertising medium that could be used," both from the standpoint of actual sales results and customer interest created. WMAR-TV, Baltimore, Md. PROGRAM: 'Toy Parade" CONTRIBUTIONS OKI* AIM Mi:\ 1 STORE SPONSOR: None CAPSULE CASE HISTORY: On Friday, 18 February, WBKB carried a telecast of the "Chicago Sun-Times" 11th annual ice show for the benefit of hospitalized vet- erans. Russ Davis, narrator of the spectacle, suggested to viewers that it would be a nice gesture on their parts if they would "pay" for their ringside seats by sending him contributions to the vets' fund. The suggestion was made casually, and with no particular plea, but within four days Davis had received well over 200 letters from his audience, containing a total of $1,166.50. WBKB, Chicago PROGRAM: Special event SPONSOR: D. H. Holmes Dept. Store AGEM \ Placed direct CAPSULE CASE HISTORY: This sponsor is reported as being completelv sold on television as an advertising medium since debutting in video with two programs last December. Shows are "A Date With Pat" and "Alexander Korda Films." "Date" is a disk jockey pro- gram, with debutante Pat Tobin vocalizing, modeling Holmes' dresses, and generally displaying the -lure's products. Recently, Miss Tobin showed of] n chocolate cake, and sampled a piece. Before the commercial was off the air. Holmes had 12 orders for the cake. WDSU-TV, New Orleans PROGRAM: "A Date With Pat" AUDIO- MASTER '49 The MOST COMPLETE HIGH FIDELITY PLAYBACK MACHINE Plays 78 and 33-'/3 rpm up to 17'/2" — Only 15 pounds — Sturdy woodcase — 6 inch speak- er— Featherweight pick-up — Rugged motor — Wow-tree reproduction — Volume and tone control — Perman- ent but replaceable needle — 6 Watts out- put— No needle noise — Air cooled — 90 day guarantee. AC only AC-DC Model $77.50 Microgroove add $10.00 All prices FOB factory One cAuaio-M,aAter Co. 425 Fifth Ave. * New York 16, N.Y. MU 4-6474 low-priced at $57-50 First with the most in NEW ORLEANS WDSU TV Channel 6— 31,000 watts New Orleans' first and only. Transmit- ting from atop the llihernia Hank Build- ing— the Empire State Of the Deep South. ABC — NBC DUMONT — WPIX Television Affiliate Affiliated with New Orleans Item AM 1280 kc — 5000 watts (effective 20.000 watts in greater New Orleans) ( i>\ c run: Ness Orleans. South Louisiana and the Gulf Coast. FM Channel 287 — 15,000 watti (C. P. 1 55,000 watts) WDSU's dominant I looperating. pioneer- ing service and high listener loyalty is I III buy in New Orleans! NEW ORLEANS ABC AFFILIATE WDSU Roprosontod by the John Blair Company |I.S« (Continued from page 14) remaining 500 prospects. The li!'. in new sales forced General Baking to extend its delivery area three times — with Weil giving full credit to What's in a Name? and WPWA. The program has already used up all the more or less common names that Harrj Goodman had produced for it. so the station is now doing the research job on predominant names in the area, and pav- ing Goodman for the rights to the program idea. p.s. S©6: "How Stations Merchandise" ISSUe: 28 February 1949, page 22 Subject: Wrote, Cincinnati, KMOX, St. Louis, strong in merchandising Although less than one-fifth of the nation's stations do any real merchandising, it's noteworthy that in those areas where one station goes all-out on this angle others generalK follow suit. Cincinnati is a prime example of a territory with stations which are particu- larly conscious of sales promotion and merchandising. WLW, undoubtedly the country's No. 1 station merchandiser, and WSAI are not the only promotion-minded outlets in the Ohio Valley territory. Another Cincinnati station to win recognition in this direction is WKRC, awarded honorable mention for overall station promotion in 1948 by City College of New York. One of the merchandising plans which helped WKRC to this honor is its Key Item Plan. Briefly, this plan makes WKRC listeners the customers of inde- pendently-owned thug and food stoics in the Cincinnati Tri-State area. The plan is of mutual benefit. The stores distribute a monthly magazine, Keynotes, for the station, sending it to a circulation which has grown to 110.000 during the four years of the magazine's existence. Keynotes publicizes talent and shows on WKRC to build listeners for the air-advertised products carried by the stores. Each month one advertised product is highlighted as the "Key Item," with counter displays and news pictures (of the product) in win- dows helping to push the particular item. Quiz programs offer prizes to listeners who answer correct!) what the news picture of the month depicts. WKRC also ties up promotionally with independent film exhibi- tors and juke-box operators. Fifty-two neighborhood theatres use dail) trailers on WKRC and Keynotes, in return for which the sta- tion broadcasts information concerning the movie houses. This Summer WKRC and the theatres will jointb sponsor community baseball teams to boost theatre attendance and make patrons more WKRC-conscious. Automatic Phonograph Owners Association, members of which operate I.MKI juke boxes in the area, works with \\ KHC in placing placards in locations and cards on song-selection panels which feature a WKI5C program each month. A monthh lop number is also selected and then featured b\ the stations disk jockeys and by the juke boxes. k\l<>\. St. Louis, is another Midwest station very much con- cerned wilh merchandising. \ current promotion of the station involves 700 grocerj and meat markets in the Greater St. Louis area, a poinl-of-purchase sales builder which, because of its value in promoting efficient store ser\ice. is a-sured prominent store pn>il ion. The idea consists of a large display easel, with the top hall a framed removable poster promoting KMOX personalities and pro- ■ i mi-, and the lower pari containing numbered card- that indicate the next to l>c served at the counters. ( ards (which also carrj facsimile of advertisei - package) and posters are changed monthly. 60 SPONSOR -*ot»*CAMeove«c*, •*, THE TRIO OFFERS ADVERTISERS AT ONE LOW COST: Concentrated coverage • Merchandising assistance listener loyalty built by local programming • Dealer loyalties — IN GEORGIA'S FIRST THREE MARKETS The Georgin Trio uimAZ Represenfed, individually "y J I and as a group, by THE KATZ AGENCY, INC. New York • Chicago • Detroit • Atlanta • Kansas City • San Francisco • Los Angeles • Dallas 28 MARCH 1949 61 NEW TV MONEY < ontinued from page 58) with a new program featuring Paul and Grace Hartinan. It - an NBC Sun- day night program also, but thus far hasn't made tin- entertainment grade. New money for TV advertising hasn't all come from new air adver- tisers. Some regular users of radio have appropriated extra monev for TV. Others haw found that sales promotion budgets can be raided for TV since the medium is tops to promote. Just saying "it's on TV" helps to sell a product. Among the firms that have "■found"' extra money for the medium are Gulf Oil I simulcasting Me the People on CBS. telecasting The Gulf Show on NBC-TN l. Firestone (present- ing Imericana), and Ford. Despite the millions being poured into television, it's still wide open as a selling medium. PracticalK e\ei\ time something is offered I for cash I on the air thousands of viewers write in. That has ranged from Lucfn flip's offer of four photographs of the pup- pets for 15 cents, with a response averaging 800 a day for several weeks. G 'our ., a/ pi r,^---,,;.^;:;;r,,r^ ,"'". » « ISM. '•'•"-' o, to the Di HMl s''Wn •^7 Jov^y ""luckily Ht '"Hr, Of :"/*/>/< °tti,s'8tioni!!!8icai i»k *nt '"'"a,,, '''a//* y*mnfgH in 1, OhS •'/'/"•.•,/. 'UtY ■^^*i75 "P of »m J »/i< ,''"'", »g and . ^ BROADCAST MUSIC,INC. NEW YORK • CHICAGO • HOLLYWOOD to Jon Gnagy's offer this month (March) of a book on drawing for $1. Gnagv pulled over 6,000 responses! Television need not draw upon radio budgets just as long as it's viewed as a selling rather than an advertising medium. That, of course, will require a newr approach by advertising agen- cies. That ma\ be difficult, but it isn't insurmountable. * * * THE AUTO PICTURE (Continued from page 47) particularly when company brass have (\ti cine likes or dislikes about the media used by dealers. This takes the form of the automaker sending out prepared ad materials (kits of layouts, mats, e.t.'s, films, etc.), and refusing to okay the allocation of any co-op funds unless this material is used, bas- ing the refusal on the advertising clauses in the dealer's contract which state that local advertising must, in the judgment of the company, benefit the dealer. Such cases, fortunately, are few. and the pressure is put more on the small dealer who is working on a small oxer- all profit picture than on the big-cit) dealer or on dealer groups, who vir- tually have a free hand in their adver- tising. In terms of broadcast adver- tising, the company's feeling is moti- vated in nearly every case of companv pressure by the fact that one or more high-ranking officials is rather sour on radio, since radio has not I usually through the automakers' refusal to stick consistently to any one form of radio selling I always produced good results. It does not apply to TV. be- cause TV is too new to have developed deep-seated prejudices ! There is a certain amount of adver- tising done at the national level that is. slrictlv speaking, dealer advertising. Since nearly ever) automaker does it. this type of advertising can be gen- erallv said to take the form of maga- zine aiU or newspaper ads. and some- times billboard campaigns, where the selling message is primarih institu- tional on behalf of Chevrolet, or Ford, or Dodge dealers without being spe- cific about individual names and ad- dresses of dealers. These campaigns, paid in mOSl eases out id co-op funds, arc run in national media, and are administered bv the automaker and cither his agency of record or the agency that has the dealer account. 62 SPONSOR They follow out the general themes used in selling new cars nationally. bul with dealer emphasis. In practice, the Ford dealer is plugged as being the hoi place to have new Ford cars serv- iced, and so forth. Only two dealer recounts are using national broadcast advertising at the moment The Ford Dealers, through J. Walter Thompson, sponsor The Fred Allen Show on NBC (which may or may not be con- tinued after June. 1949, since Allen wants to retire for awhile I. The DeSoto-Plvmouth Dealers sponsor a give-away show on CBS, Hit The Jack- pot, through BBD&O. In most cases the time-and-talent costs are paid out of company-administered funds from the co-op budget, because the costs for such shows would be astronomical if confined to even the largest dealer groups in leading metropolitan mar- kets. There are no TV programs on a national basis now that are paid for out of co-op funds, except for some TV selective announcements and sport- casts paid for by the Ford Dealers and the Lincoln-Mercury Dealers. Until January of this year, various Chevro- let dealer groups in eastern TV mar- kets were sponsoring Chevrolet On Broadway, with the costs pro-rated (according to the number of TV sets in the market) among the sponsoring groups. After January, with TV drama costs mounting and the Chevro- let national account seeking a TV show, the dealers dropped it, and Chevrolet proper took it over as na- tional advertising. On the next level down from nation- wide dealer selling, that of dealer- group advertising in large metropoli- tan markets, the type of advertising which is paid for (either out-of-pocket or as part of a co-op deal) by "pool- ing" funds of individual dealers, and buying shows and spot schedules in radio and TV, is the newest and hot- test trend in dealer advertising. Like co-op advertising, dealer-group adver- tising is nothing new. Broadcast advertising has recently figured more prominently in dealer- group advertising than it has in the national aspects of auto advertising or auto-dealer advertising. And. of the broadcast media used, none has cap- tured the fancy of dealer groups in the manner of television. For one thing, it has the factor of being a visual advertising medium, something that has held back many auto dealers from becoming broadcast advertisers. For another, early studies on TV re- sults in the auto field I particularly those achieved in the New York mar- ket, which has so far been the bell- wether for dealei T\ operations) showed that the \ isual air could pro- duce sales results that were uncanny. Today, there is a total of 61 dealers and dealer groups on the T\ air in 20 (67%) of the TV markets in the U.S. Of the 61, 46 (75.5%) are individual dealers and 15 I 24.5' i i are dealer groups. The dealer expendi- tures in the visual air medium are balanced 5l )-.">( I with programs and an- nouncements, the majority of them being paid for oul of co-op funds. Dealers of all the major makes of autos are represented in this group. Program preferences range from sports and new-, through film and qui/ pro- grams. Announcements are often pre- pared |>\ the automaker's agency or advertising department, and passed on to the dealers in dealer kits for TV usage. Dealer groups, in a 60-40 ratio, go in more for program- than spots. Again, it is largely co-op money that # Distribution of listeners among San Antonio stations, based upon the C. E. Hooper Fall, 1948. Study of Listening Habits of 320,940 Radio Families living in 65 South Texas counties*: MORNING 6 00 A.M. to 12 00 Noon' WOAI STATION "A" STATION UB" STATION C STATION ■ D" STATION "E" STATION "F' WOAI STATION A STATION 6' STATION C STATION D' STATION E STATION F 29% 10% AFTERNOON 12 00 Noon to 6 00 P M ) 14% 30" WOAI vmmumk* STATION 9 LESS THAN |- STATION C DAYTIME ONLi STATION 0 KS2B 2% STATION E OBB 2°0 STATION f BaaaaaaaaaH EVENING 6:00 P M to 12 00 Midnight) 11% 35% 12% * 65 Teiai countiei, where 50-100% of the Radio Families listen regularly to WOAI both Day and Night (BMB Study No. I) NOW, MORE THAN EVER, WOAI STANDS OUT AS "THE MOST POWERFUL ADVERTISING INFLUENCE IN THE SOUTHWEST" WOAI £ NBC • 50,000 WATTS ■ CLEAR CHANNEL • Represented by EDWARD PETRY 4 CO.. INC. New York. Chicifo. Los An|eles. Detroit. St Louis Son Frincisco. Atlanta. Boston 28 MARCH 1949 63 83 TV RESULTS All in one handy booklet — 83 Capsuled Case Histories of successful Television Advertisers EACH contains these essentials: • Advertiser • Product • Agency • Station • Program type • Objective of campaign • Results Have you yours yet? write to . . . SPONSOR 52 Street, New York 19 40 West i- being -| it ■ 1 1 1 . Programs are large and ambitious, and over-all budgets (for both programs and announce- ments in some areas) can run as high as the $450,000 earmarked for the Chevrolet Dealer sponsorship in New York of Winner Take All on WCBS- TV, Golden Gloves Bouts on WPIV and announcements on WJZ-TV, WNBT, WABD, and WCBS-TV. Dealer-group efforts in TV are by no means confined to New York, al- though it was in that city that the) really got their start. The Chevrolet Dealers of Baltimore run announce- ment schedules in that city on WBAL- TV, the City Oldsinobile Dealers of Baltimore do likewise on the same sta- tion and the Ford Dealers of Mary- land sponsor a weekly two-hour wrest- ling show on WAAM. The Hudson Dealers of Greater Chicago sponsor wrestling and the Nash Dealers of Chi- cago sponsor hockey matches on WBKB in the Windy City. In Cincin- nati, the Dodge Dealers of that city are boosting sales for the ten dealer- members of the group with an elabo- rate weekly studio review, Olympus Minstrels, on WLWT. On the same station are the Pontiac Dealers of WMT takes the gamble out of Bettendorff . . . just as it does throughout wealthy WMTland. Bettendorf, the home of the new $30 million Alcoa plant, typifies the industrial part of WMT's audience. Equally impor- tant are Iowa's well-informed, pros- perous farmers, 90% of whom own radios, 85 ';', of whom have tele- phones. They helped Iowa's retail sales in 1948 climb to the all-time high estimated at $2,374,712,000. When you've a product or service to sell the high-income, lire-spend- ing Eastern Iowa market, the odds are in your favor when you use WMT— Eastern Iowa's only CBS outlet. Ask the Katz man for full details. VvV*»v. cm VN\, WMT CEDAR RAPIDS 5000 Wotts 600 K.C. Day & Night BASIC COLUMBIA NETWORK Greater Cincinnati with an audience- participation show. Who Am I?, which they renewed recentlv until February, 1950. Also on WLWT the Ford Deal- ers of Cincinnati have an announce- ment schedule. This is by no means a complete nationwide list. It will serve, however, to show representative examples of the scope of dealer-group efforts in the visual medium. In radio, dealer-group and straight dealer advertising runs the gamut. Al- most every one of the major radio markets in the country has dealer groups, or large dealers, or both, buy- ing radio time. Program preferences range from locally-produced shows (such as the Chevrolet Dealers of Iowa sponsorship of a noontime quarter- hour. Chevrolet Harmony Time, on WHO, Des Moines, to reach the lucra- tive -Midwestern farm market with Chevrolet's sales message), transcribed shows and jingles I such as the spon- sorship of the Ziv-produced Wayne King Show bv the Greater Cincinnati Studebaker Dealers on WKRC. Cin- cinnati, or the Harry Goodman- produced Weather Jingles on \A RNL. Richmond, by Smith-Utterback, Inc., a Dodge-Plymouth dealer!, and net- work co-op shows (such as the spon- sorship by the Beason Motor Co., a Packard dealer, of ABC's Mr. Presi- dent on KFGO. Fargo, and the Pontiac Dealers Association of Metropolitan Boston with Mutual's Fulton I.euLs. Jr. on WNAC). At least one auto firm. Chrysler, has taken its cue from the widespread use of e.t. shows b\ auto dealers, and is (Hitting out its own e.t. package for Chrysler-Plymouth dealers. Chrysler's shows are the five-minute Inimal World and American Way. which are sponsored, either singly or as a joint effort, bv a total of «%5 dealers in more than ISO markets. Each dealer pa\s a flat $5-a-week fee and time costs I billed on his Parts Account) for the e.t.'s, which are then placed on a station in his market by McCann- Kiickson. which collects its 15% by (taxing national rates and doing its timehm ing on a national ba-is. Just as the (inning buyer's market in autos is expected to see increasing amounts of spending by automakers for national broadcast advertising media, indications in all Levels of dealer advertising show that dealer spending will parallel this national in- crease. * * * 64 SPONSOR 40 West 52nd (Continued from page 4) issue, prompts this, my first letter of comment to an editor. All radio sta- tions, or all management, do not fit in- to the picture therein painted. In December, 1948, this station adopted a policy of pushing trans- criptions. As an inducement to the sponsor, we offered a 20'c reduction in station time. As an extra induce- ment to our sales staff, we offered an additional 5% commission. These were made applicable to any trans- cribed show contracted for prior to June 30. 1949, and applied to the first year of the contract or time that the show should be carried on a con- secutive basis. We advised several of the leading transcriptions firms of this policy and asked for their cooperation, in our plan to educate the sponsors of our area in the value of transcribed shows as a medium of selling. Only one firm responded by a liberal reduction in price, during the first year of our plan. All other firms held to their price, but asked us to sell their shows. Frankly, I want to meet the transcription company head that sells shows locally for a regional or local outlet. Oh, yes — our results in selling. Ten transcribed shows sold in the first two months of our drive, and more under negotiation — all sold by our own staff, at no cost to the transcription company, other than their reduction in favor of our plan. If f were in posi- tion to offer a suggestion to the "Lamenting Producer of Transcrip- tions"', it would be to work with the management of the independent sta- tion, under a joint plan of reduction of costs, and therebv educate the adver- tiser in the value of this important part of radio sales. William H. HUupt President and Station Manager KVVC, Ventura. Calif. ANSWERING LOYET Mr. Loyet. as resident manager of WHO, Des Moines, intimated in his letter to SPONSOR, 14 February, that the Doody findings were weak, since WHO was an exception to an attempted rule. Doody Surveys, as described in Part Five of the series, "What's Going on in Farm Research" (page 24 of the 17 January issue), gave more credit to technical considerations than pro- gram appeal as reasons for substantial station audiences. Mr. Loyet submitted a table show- ing signal field strengths of stations arriving in the Quincy area I WTAD dominated l : and because WHO. in sixteenth position for strength, man- aged to rate second place in area day- time audience, Mr. Loyet concluded " that local farm programing, which WHO stresses, resulted " in WHO's favorable position. It might be pointed out, in accord- ance with the SPONSOR article, that (1) WHO does believe in self-promotion in the area; (2) WHO is the NBC net- work outlet that lies in a preferred frequency position on the dial (1040), along with the first five stations of the area, WTAD (930), WCAZ (990), KHMO (1070), and KMOX (1120); (3) that KSD (NBC) of St. Louis, with preferred signal strength over WHO (according to Mr. Loyet), still is at the other end of the dial (550) — however, KSD ranks a poor sixth posi- tion in the study, due probably in added measure to "first on your dial"; (4) CBS still rolls up the best daytime score against NBC. MBS. and non-net- 97,410 Radio Homes in the area served by KMLB — the station with more listeners than all other stations combined — IN N.E. LOUISIANA Right in Monroe, you can reach an audi- ence with buying power comparable to Kansas City, Missouri. 17 La. parishes and 3 Ark. counties are within KMLB's milevolt contuor. Sell it on KMIBI KMLB MONROE. LOUISIANA * TAYLOR-BORROFF & CO.. Inc. National Representatives • AMERICAN BROADCASTING CO. 5000 Warts Day • 1000 Watts Night STUMPED! She says she'll marry me but refuses to leave town to go on honey- moon. Says she won't risk missing her favorite KXOK programs. What'll I do? Anxious Dear Anxious: No reason why your bride should miss ANYTHING on her honey- moon. Go on your honeymoon anywhere from west-central Missouri to Indiana, from Iowa to Arkansas. KXOK's powerful signal can reach her any hour of the day or night, even into Tennessee and Kentucky. Any John Blair representative will gladly help set your itinerary. KXOK, St. Louis 630 on your dial 28 MARCH 1949 65 work stations represented bj the five stations under item (2), just as in the 36-city Hooper reports; (5) that should WHO have been located al the other end ot the dial, with perhaps even better field strength, it ma) have fared less well but network competi- tion would perhaps have >till placed combined NBC outlets in a hi»h posi- tion ; and (6) VBC was not on a per- ferred KC frequency at the time <>l the WTAD survey, with St. Louis (110 miles I and Kansas Citv I 1 7"> miles) limiting their promotion activities in that ana. Station dominance, whethei due to power or field strength, preferred fre- quencj or relative proximit) to radio set. network affiliation and/or self ad- vert isment — maintains audiences more than programing. \m>ui u S\kk \dv Edward G. Doody & Co. St. Louis BULOVA (Continued from page 25) ing Hulo\a time signals as their first national advertising. Man) a station mi -t it^ Saturday-night payroll with the money taken in for Bulova time sig- nals, and later, when rate cards began to make their appearance, used the figures that Bulo\a was paying as the ba>is loi ligui inu out charges for sput- and In eaks. 1 he people \\ ho bought time for Bulova John Ballard. Bcggie Scheubel I now the Radio Director of the Duane Jones Vgenc) I. and others had a close-up view of radio in the late 1920's that no other client or agency could touch. They dis- covered that the personal contact with station managers gave them a basis for sizing up a market and its stations that could not be done with research alone. Bulova's traveling timebuyers drove The Texas Rangers, America's greatest western act, for many years stars of radio, screen and stage, now are starring in their own television show on CBS- Los Angeles Times station K.TTV each Monday evening. They star, too, on the CBS coast-to-coast network each Saturday afternoon, 4-4:30 EST. The Texas Rangers transcrip- tions, used on scores of stations from coast to coast, have achieved Hooperatings as high as 27.4. Advertisers and stations — we have a new and even better sales plan! Ask about it! ARTHUR B. CHURCH Production, KANSAS CITY 6, MISSOURI »lVl BILLION DOLLAR MARKET spread over two states Take our BMB Audience Cover- age Map, match it with the latest Sales Management "buying power" figures, and you'll see that KWFT reaches a billion and a half dollar market that spreads over two great states. A letter to us or our "reps" will bring you all the facts, as well as cur- rent availabilities. Write today. KWFT THE TEXAS-OKLAHOMA STATION Wichita Fall! — 5.000 WatU— 620 KC— CBS Represented by Paul H. Raymer Co., and KWFT, 801 Tower Petroleum Bldg., Dallas Fll FJ 1 I TV f THE0*4.STATIOI I U m "If THAT COVERS BOTH ■ ■ VIW ■■ HALVES OF THE III 111 If 'VANCOUVER AIM hard bargains in the early days. Busi- ness in radio was scarce, and a dollar looked a lot bigger than it does today. More often than not, Bulova bought itself "package deals'" in radio, where several strips of time signals were combined into an over-all discount on a station that often ran hea\ilv in Bulova's favor. After taking the gauge of the market potential for Bulova watches in a city, and after taking a shrewd look at the station or stations in the city, Bulova's time- buyers would make a flat, often take- it-or-leave-it offer. Then, like Yankee horse-traders, they would fence until a figure was reached that was agree- able to both. Often, too, Bulova would sign up "exclusive rights"' to time- signal packages on key stations. In the years between 1927 and 1929, radio began to grow out of its knee- pants. Networks came into existence, and Bulova had an answer for that, too. With networks came programs, and with programs came audiences. Bulova began to buy its time signals carefully, spotting them next to shows that were getting heavy mail. Bulova was often running out in front of the formation of a network like CBS or NBC. Bulova kept its pipelines into net work headquarters as hot as possi- ble, and often time signals were bouidil "ii ,i station al times the sta- tion manager thought were ridiculous — until he found Bulova had snapped up all the choice time spots next to his best network shows when he be- came a network affiliate a lew months later. Rate cards, too, were coming in. Again, Bulova had the answer. I he Bulova contract forms stated that any increases in the Bulova rate ii in- ures would have to be in the same proportion to increases in hourly rales exist i rig at the time of the original Bulova purchase. In other words, if a station presented Bulova with a si/able rale increase as circulation fig- ures began to soar. Bulova would have the agency check immediately to see if it was proportionate to the hourly rate. If il was 'way over. Bulova then figured out what lire rate should be. ami told the station how much il could expect. I In' copj formula thai I'ulnv a was using was worked oul to a fine art, and is slill in essence the same as that used today. The time signals were ilmie mi a live ba-is. because e.t.'s were too expensive and nol flexible enough in lit the wide range of markets and time Spots thai were bein- used. I he 66 SPONSOR actual air copy was kept to its most simple terms, concentrating on short, punchy "sell" copy with a minimum of sibilants that any announcer could handle. The name was spelled out every time, because it added a terrific impact to the actual firm name on the air, and made it something that was remembered. Bulova found that "crowding" as much copy as possible into its time signals only weakened the over-all effect. They were sim- ple. They were frequent. They sold watches. Then came 1920. the market crash, and the resultant financial crisis. Bulova, caught out on a limb, can- celled (for the first and last time) every single time contract in the house. The agency nearly went crazy. Came the end of the first panic, Bulova licked its financial wounds for a few weeks, took a deep breath, and started in from scratch to buy back as much of its time-signal franchises as it could. With the depression starting. Bulova knew it was taking a gamble. But the radio advertising done by the firm — then amounting to about $50,000 a year — had been producing tangible sales results, and nobody at Bulova wanted to lose out on the carefully- built time franchises. It was a heart- breaking task to cover the same ground again in 1929, buying back what Bulova had relinquished, but it was done. In some cases Bulova had to pay more, in some less, and in most instances about the same amount of money for its time signals. Fortu- nately for Bulova at that time, busi- ness was off in local radio, and most stations were glad to get the business again. Despite the depression, radio was growing up, and Bulova continued to grow along with it. Station reps came into being, and timebuying became less a personal thing and more an exact science, although Bulova men never stopped dropping in on stations. One of them, Ed Petrv, saw an oppor- tunity in the new field of station rep- resentation, and traveled around the country with Bulova contracts in one pocket and station rep contracts for Petry in the other. Many a Petry station today was signed up during this period, and still carries Bulova time signals (renewed annually). By 1934, Bulova was placing its time signals in every major radio mar- ket in the country. The depression had hit the watch industry right in the teeth, but Bulova, unlike other watch firms, did not make cutbacks in the advertising budget to balance the books. The two leading domestic firms that year, Elgin and Hamilton, managed to squeeze out a net income of $736,000 and $289,000, respec- tively. Waltham ran slightly in the red, Longines-W ittnauer's showed a $50,000 deficit, and Gruen was $277,- 000 on the debit side of the ledger. Bulova led the field backwards. Bulova's 1934 net income was a deficit of $311,100. It took a lot of courage to continue advertising in the face of a financial situation like that. ActualK. the general lack of ad- vertising by watch firms in radio dur- ing the early 1930's made Bulova's radio position even stronger. Winn choice time signaU opened up in ke\ markets, Bulova snapped them up. Bulova began to discover a workable method of keying short air copj to various products in a wide line, and put it to good use. Nearly every Bulova model was given a name ( i.e.. "Miss America," "President," etc., etc.). and the names were plugged in the air copy in just a few words. The results could be traced, market by WSBT — and only WSBT — commands the South Bend audience Sure, people can hear other stations in South Bend — but they listen to WSBT. This station has won its audience through more than '27 years ol personalized service to this market. It gives listeners what they want when they want it. This is why the ever-growing WSBT audience remains loyal year after year, Hooper alter Hooper. No other station even come- close in Share of Audience. PAUL RAYMER COMPANY 5000 WATTS NATIONAL REPRESENTATIVE 28 MARCH 1949 67 market, in jewelers' orders. The meth- od of keyed copy also worked well in pushing a particular model in a particular price range I Bulova still does the bulk of its selling in the v;~, -v",u class, although some lam \ Bulovas can be had for $2.500 1 and in levelling of a dealer's stocks. It worked to perfection for the credit ji welers, who rose on the "dollar - down-and-a-dollar-a-week" days of de- pression to he a sizable portion of the jewelry business. The Bulova time signals, as the) arc today, were not slanted at any par- ticular audience. All Bulova uses as it- criterion in buying a particular time spot, once the figure that Bulova intends to spend in a market has been established (generally, if 1% of Bulovas market potential is in a city. 1 ' i of the broadcast budget goes into selective broadcasting in that city, and so forth), is whether or not there is an audience at that particular time. Bulova feels that in the long run all the different audience compositions balance out into the male vs. female buying influences that sell men's and women's watches. Nearly twice as JOHN HJU* 4 CO. MUTUM «ITwolr • 710 KllOCYf World War II in 1939, Bulova began to think seriously about a new frontier in broadcast ad- vertising— television. The Biow Agen- c\ was aetualK at the stage where it was working out designs for a clock face with NBC that could be used in televising time signals. A few other Bulova wrinkles had been tried out just prior to 1939 and then discarded, such as e.t. instead of live spots i which didn't work out I and weather signals to supplement the time signals (too much trouble to work with, and less effective than time signals as service- type advertising!. Television looked like the best bet by far as a new vari- ation in the formula, but the war stopped further Bulova plans. When America entered the war, American watch firms started making timing devices, chronometers, and so forth for the armed forces. Bulova likewise turned its efforts to making war products. The war years saw a drop in watch advertising of most firms, but Bulova. remembering the 1929 problem of buying back all the WE CAN'T GET LYRICAL ABOUT NURACLECfcy-)1 » . „'« no magi*" ** No, Sirr^ere « >** ilB „iy8uc Miracle (Ky-Kj^Pj lown can » name, th« "l^ rbUud--or even heal the lameor a sales-curvature- K n. For supernatural resu' tfa ..ekv, you ve got to !ll With K&k Traan,| Arcaoo0() Retail Sales over *££ ,b*mo* ihiaAreaisfarantta ^ . important mar k* «* . llllB W£VE *"rt* "Anally the en- 50% BMB mapl Ull *. Mir- v- ^.SFiSfW! ^ ki ***?$£* Te.er.-tod.yl 68 SPONSOR time it had cancelled and regaining it> industry position, decided to keep all its advertising going, in order to keep the name alive and to build a post-war consumer demand. It was a wise choice. During the war, the Swiss watch imports jumped from being about half of the retail busi- ness in jewelled watches before the war. to nearly two-thirds of the mar- ket in 1943, and by 1945 to a general monopoly of the American market. Brand names for Swiss watches were firmly entrenched when the war was over, and main American firms found the going extremely rough when peace came. Bulova, which had continued its radio advertising, and had actually started TV advertising in the latter part of 1944 on WNBT, New York, was in a much better position. Since that time, it has continued in its num- ber one spot in the watch industry, and is steadily increasing its lead on the field. Today, Bulova is maintaining its dominate position in selective broad- casting in radio. There are just a handful of stations still on the "pack- age" basis, and in key cities this has disappeared entirely, with Bulova pay- ing the card rates. Frequencies run from a total of one time signal per night on all stations in the smaller markets, two or three a night in me- dium-size markets, four or five a night in markets like Kansas City and St. Louis, and up to a total of 10-15 a night on all stations in the top ten markets in the country. The formula of buying good time- signal franchises, and then hanging on to them, is being carried over into TV with a few new changes. While the majority of the radio time signals are station-break length, those in TV range from 10 seconds up to 20 sec- onds and minute spots. Bulova feels that its TV money, now being spent in all TV markets, is an investment in the future. To match this long-range thinking. Bulova and Biow have come up with a new angle, peculiarly and specifically TV in nature. The Bulova 10-second spots (at \'% of the break rate I are fitted in slots where no- body thought that a time signal would fit. by a simple device. Biow makes up a TV clock face, superimposed on either the station call letters or on a picture of some familiar local scene (the New York skyline, Washington Monument, Detroit's Penobscot Tower, etc.). The picture is reduced to the size of a balopticon slide, a small elec- tric clock is added, and the station can comph with YCX. regulations requiring liourK identification by call letters, and \ct do a short. punch\ selling job for Bulova at the same time. Other- wise, Bulova's TV selling mirrors the policies of radio selling as to copy, theme, and timebuying. Bulova's TV expenditures for the current year are in the top bracket of TV non-network spending, and may go over the $500,- 000 mark. It is hard to talk about results for Bulova from its broadcast advertising efforts. After more than 20 years w ith virtually the same type "I advertis vehicle (except for improvements), the results are somewhat taken for granted bj Bulova, the agency, and the jewelers who sell Bulova watches. It is perhaps sufficient to say that whenever Bulova lets go of a time- signal franchise, there are a dozen takers, among them other watch firms who have enviously or admit ingh wat< lied Bulova's rise from the near- bottom to the top of the list in the watch industry. Bulova time signals are virtually the "model operation"' in selective air selling. * + + Weigh the Value of YOUR FARM ADVERTISING fr % There's a powerful lesson for advertisers in what these farm folks are doing. This entire load of wheat was first weighed on the platform scales for QUANTITY. Now, its final value is being set by the man with the hand scales as he weighs it for QUALITY. WIBW gives your farm advertising bofh quantity and quality . . . QUANTITY through our powerful, easily heard signal that reaches farm listeners in five states . . . QUALITY through our acceptance by these farm families whom we have served faithfully for over 25 years. Weigh your farm advertising by the farmer's own standards w w SERVING AND SELLING "THE MAGIC CIRCLE" WIBW • TOPEKA, KANSAS • WIBW-FM Rep: CAPPER PUBLICATIONS, Inc. • BEN LUDY, Gen. Mgr. • WIBW • KCKN • KCKN-FM 28 MARCH 1949 69 SPONSOR SPEAKS Mr. Sponsor: A Summer Question Me you hibernating this summer? Have you succumbed 1<> the spell of the summer hiatus? Have you decided to stop advertising and selling? Will you wait for good old October to excite \ our prospeets into a Inning mood again? \- sponsor sees it. the summer hiatus that annuallv aflliets broadcast advertising is largely a case of mass hv pnosis. 1 lie hypnosis began years ago. Sponsors and agencies became it- vic- tims in droves. Today the '"don't ad- vertise in the summer-time" philosoph) i- accepted as a matter of course. sponsor has reason to believe that the hoi month- are profitable months to use the air. There are hard facts to prove this contention. Facts based upon research, facts based upon results. Facts based upon what advertisers, networks, and stations are doing to prove the falsity of the summer bugaboo. sponsor i> digging, checking, ask- ing, researching to get these facts. So important is the subject that our find- ings will occupy a full issue. We recommend that sponsors, agen- cies, and others interested in truth on summer air advertising take special note of sponsor's 9 May issue. It's called Slimmer Srllinii issue. Broadcasting is Five Mediums broadcasting is no longer a single advertising medium. It's an oral home medium. It's a transit advertising medium through FM. It's a point-of- sale advertising medium through FM and storecasting. Within the next five years, it will also be a printed medium (FAX), with radio - newspapers being delivered electronically into the home. Added to these four is telex i-ion. the fifth facet of electronicalK transmitted advertising. It's not possible to jud-e broadcast advertising on a single- dimension basis. Each of its five- pronged facets is completely different in employment and in results. Store- casting is as different from home broad- casting as television is from transit- radio. Each must employ a specialized creative approach. Costs vary, impact is different, in each broadcast advertising medium. Let's stop thinking in terms of one broadcast medium. The NAB and Advertising The National Association of Broad- casters has little direct contact with agencies and advertisers, except at con- ventions or through the Broadcast Measurement Bureau. Nevertheless, broadcasting and advertising are en- twined in the U. S. The NAB exists because of what ad- vertising has made possible, the American form of broadcasting -the world's be-t entertainment, paid for by advertising and not by tax per listener. Therefore, the NAB can't afford to ignore advertising. In the past the NAB. wracked with many problems, has done little to promote broadcast advertising. A reorganization of the NAB is being considered by a special commit- tee. Many members feel the emphasis of the Association should be .">()', on policy and governmental matters and ■">()', on broadcast advertising. In order to clarify industry thinking on the future of the NAB and its func- tions, sponsor has gone to advertis- ing and agenc) executives — the men and women who buy time and produce broadcast advertising. We've asked what they think of the NAB, but more important, we've asked them what the N \l! can do lor broadcast advertising. No association can exist in vacuum. Sponsor [eels that it has evolved a trade paper technique and service in its annual appraisal of what the N \B has done and can do. The 1949 stud) w ill be published I I \pril. Applause BMB Weathers a Storm for the first time since the Broad- i asl Measurement Bureau was con- ceived at a National Association of Broadcasting convention in Chicago. linn has been real ev idence that tri- parl ii<- can mean something more than a word in its operation. It look a crisis 'see page 28) to lone the • ies and sponsoi - to -how how the) fell about the industr) "circula lion measuremenl organization. W hen it became apparent thai 8 LOO,- 000 had to be guai anteed, the Vmei i- can Association ol Vdvertisin g Vg< in ies came forth w ith a guarantee of up to $15,000. General Mills. through [.own Crites. indicated its willingness to suppl) up to $2,000. Mr. Crites was talking lor nianv national advertiser- when lie staled that if -la lion- didn't guarantee the S 1 00.000 that was needed, the BMB should call upon sponsor-. More than one had indicated that they would be willing to join with Ceneral Mills in under- writing the necessar) amount. I he second surve) w ill be made. I he future ol BMB is in the hand- of a special committee. The expenses ol the -uiviv organization have been cul -o thai no station manager need feel he i- pa\ ina an executh e oi '"his i ovei ai'e -in vc\ oi ganization more than he is hiinsell making. Personalit) conflicts have been re- moved. The staff of BMB is now skeletonized and made up of workers. To all involved in the savings oper- ation, sponsor lenders applause. Some of the Board ol Directors' meet- ing- have run COntinuousl) for eight or more hours. This meant that each member of the Board was awav from his Or her lllllt ime job lor long pel loci-. The BMB second survev did not sur- vive without sacrifice on the part of main people. The result mav not please all. mav offend some. But it s a worthwhile step in a wmiip industry. 70 SPONSOR YOU PUT O^ PRESSING Allied for full fidelity reproduction Silver nitrate processing of superior quality. Genuine "Vinylite" brand plastic pressings . . . Non-flexible phonograph records handled specially for speedy delivery ULIED RECORD MANUFACTURING CO., INC. 1041 N. Las Palmas Avenue, Hollywood 38, California • HOIIywood 5107 WJW to broadcast CLEVELAND INDIANS / / / // / BASEBALL GAMES / J J i a in i M/FM At Home/ ana Away // " *s SCHIDUUS! A smash hit last year, with more firsts than ever before in the history of Cleveland radio, Cleveland's Chief Station is ready for another top-notch performance in '49. For advertisers who wish to reach and sell the great Ohio market, WJW 'natural" T0Ul RM1NGS \\A 19.9+1' 1.9 BASIC ABC Network BILL O NEIL, President CLEVELAND 850 KC 5000 Watts REPRESENTED NATIONALLY BY HEADLEY-REED COMPANY 11 APRIL 1949 • $8.00 a Year 6 25 page NAB evalua tion- -p- 57 Secret life of a soap opera- -p- 27 l The Happy Gang- -p- 36 ^ The automotive story: part 3- -p. 32 j,^^P A pup's role is important in a daytime serial — \ ). 27 1 V •*• j^M J^L 4 y %■■" 1] a ^ ■ . JT _ T ^^k^I^U l_\V vk , i ' -^'"'M k.1 • K- ^^a^r^sff^L & FT V ' ' * J& £*-_ ARTHUR GODFREY GREAT SHOW? jf '*w V». ^_jr «r* *, K BING CROSBY MARIE WILSON t0}JfiJ GREAT SPIKE JONES LOWELL THOMAS hWu/)04io (hj$$u kU$\tim \kfam Call or write your nearett RETRY office WJR CBS w ^. 50,000 WATTS FREE SPEECH MIKE M^ THE GOODWILL STATION, INC. -Fisher Bldg., Detroit C. A. RICHARDS Chairman of th* Board FRANK E. MULLEN Prciident HARRY WISMER All', fo lli« Prel. TS.. .SPONSOR REPORTS.. ..SPONSOR REPORT 11 April 1949 Independent Behind scenes activity in Canada may result in Canadian Broadcast- TV first ing Corporation licensing an independent TV station before it goes in Canada? on visual air itself. It'll be window-dressing for governmental control. CBC now has $4,000,000 for TV. -SR- PIB figures Publishers Information Bureau report on leading advertisers in maga- still give zines and radio continues to give unbalanced picture on both radio only part of and black-and-white. Since selective broadcast advertising is ad picture ignored and newspapers not included, figures are far from accurate picture of today's ad expenditures. Only network gross time charges are included, sans program costs. Foods and cosmetics lead PIB lists. -SR- Ad detector Another attempt to sell sponsors on qualitative studies via now psychograph (SPONSOR, October 1948) is being attempted. Same group with new money and new promotion is trying again. They call it ad detector instead of "arousal" now. -SR- Hofstra College research indicates TV set owners become rein- terested in motion picture theater going after 1 year of owning a receiver. Decline first year in theater going was 36%. It dropped to 23% second year. -SR- WOR is trying out "special month" type of promotion with emphasis on home appliances. Sponsors haven't flocked in as yet, but indus- try is watching how great station like WOR affects market like New York. -SR- Dealer cooperative advertising money available at automobile com- panies runs up into multiple millions. One company has $23,000,000 set aside for dealer co-op campaigns, which, it's holding until automobile market prospects are clearer. -SR- Chiquita Banana will come back to air in many different forms, in- cluding a variation of icebox song. Even WQXR, which says "no" to singing commercials, will have Chiquita, but on good-music station she'll be hostess at "luncheon concert." -SR- More TV Television Digest's TV Directory No. 7, second quarterly edition program this year, lists 376 firms syndicating films and programs to sta- producers tions. This is increase of 30 over 1 January edition. Viewers become used to TV, too Special month promotion being watched Auto co-op bankrolls being nursed Chiquita gets around SI'ONSOIl. Volume 3. No. 10. 11 April 1949. 1'ubllshecl biweekly bj SPONSOR Publications Inc.. 32nd and Elm. Baltimore 11. Sid. Advertising. Editorial. Circulation 0 40 \V. 52 St., N. Y. 19, N.V. $8 a year In U. S. $9 elsewhere. Entered as second class matter 29 January 1949 at Baltimore. Md. post office under Act 3 March L879. II APRIL 1949 REPORTS. . .SPONSOR RE PORTS. .. SPONSOR Stations look to new local business Dual web transmittal during summer Survey in- dicates ad budgets up Broadcasting to report U.S. internal spending TV and radio usage balanced, according to NRI Toni vs Beauty shops Trend at many local stations is towards taking a crack at classified and other local advertising, until recently exclusive preserve of newspapers. Dr. Millard Faught, economist speaking at FMA meet- ing, stressed fact that only 1% of 4,000,000 U.S. businesses use radio, thus radio advertising prospects are 99% more than those using air presently. -SR- All networks again have made plans to serve stations which continue on standard time when rest of nation moves clocks ahead 1 hour. General relaxation of transcription rules makes it simpler to handle multiple transmission of programs, but it's still heavy expense item. -SR- Association of National Advertisers recent survey indicates that only small minority of advertisers will spend less in 1949 than 1948. Consumer goods companies, to extent of 50%, expect to spend more, while industrial advertisers to extent of 51% expect to use more advertising. While not reported, consumer goods firms will use all media in increases. -SR- While governmental spending for ECA may be less, more money will be plowed into housing and other internal activities. This is ex- pected to help business conditions within U.S. Plans are for Bureaus to use broadcasting to tell listeners what is being done. -SR- Nielsen (NRI) reports much more balanced viewing-listening in TV homes in which he has his audimeters than other researchers. In December, 1948, NRI TV sample viewed 3.90 hours daily, turned their radio sets 3.11 hours daily. His report on percentage of homes using television showed 90.9% used their sets day or night. -SR- Battle of beauty-shop vs. home permanents, which was reported prac- tically ended as far legal action is concerned, has broken out again — this time in Massachusetts. Claim is that Toni is monopoly (because of wide radio advertising) which tends to eliminate small business. Thus far it's no-decision battle. please turn to page 38 capsuled highlights IN THIS ISSUE NAB Evaluation, with 19 individual activities page 25 of the National Association of Broadcasters and 57 weighed by advertisers and agencies. Automobile parts and accessories are the page 32 real profitable items for dealers. Outlook is becoming more and more com- page 20 petitive in practically all consumer lines. Daytime serials depend upon many things, page 27 and in many cases the factors that appear to be most important aren't. This is the first of an important series. Studio audiences are neglected by most page 35 sponsors when they can be fountain heads of promotion for products. IN FUTURE ISSUES Summer selling can be broadcast advertising 9 May keystone. Folk music is the most consistent audience 25 April producer of any music form. TV Costs as they are today. 25 April Coverage reports — and what they mean. 25 April Daytime serials (part two). 25 April SPONSOR One of a series. Facts on radio listening in the Intermountain West *ds&&& geography — con- Lake City radio station serves the intermountain market. Intermountain Network stations have the king-size share of the audience. Look over these revealing statistics: WINTER, 1947 - PERCENTAGE OF LISTENING City and State Price, Utah Rock Springs, Wyo. Casper, Wyoming Casper, Wyoming Sheridan, Wyoming Idaho Falls, Idaho Idaho Falls, Idaho Powell, Wyoming Billings, Montana Billings, Montana- Miles City, Montana Nampa-Caldwell, Ida. Nampa-Caldwell, Ida. Approx. Airline Miles From Salt Lake 105 miles 1 62 miles 330 miles 330 miles 375 miles 187 miless 187 miles 320 miles 390 miles 390 miles 500 miles 31 0 miles 31 0 miles Local IMN Station 90.4% 92.8% 48.1% 33.9% 59.8% 47.3% 45.2% 51.2% 33.7% 23.0% 82.5% 35.7% 24.5% All Salt Lake City Stations*** 8.5% 5.4% 0.0% 0.0% 0.0% 5.3% 7.9% 0.0% 0.0% 0.0% 0.0% 0.0% 2.8% Daytime* Daytime Daytime Night Daytime Daytime Night Daytime Daytime Night Daytime Daytime Night** THE Roth day and night measurements are given where breakdowns are available from Hooper. Since Winter, of 11*47. this area has new stations carrying network service, formerly available only from Salt Lake City. Combination of all stations show- ing 1% or more of audience. INTERMOUNTAIN NETWORK In > Inc. National Representatives New York Chicago Lot Angeles San Francisco Atlanta II APRIL 1949 Illill ;;!:?:!ffl:ffi¥S mrnmm VOL 3 HO.AO tf &pru. vw SPONSOR REPORTS I 40 WEST 52ND 4 MR. SPONSOR: E. J. McGOOKIN 10 P.S. 14 NEW AND RENEW 17 OUTLOOK 20 NAB EVALUATION DIGEST 25 SECRET LIFE OF A SOAP OPERA 27 MARGARINE 30 AUTOMOTIVE PARTS AND ACCESSORIES 32 THE NEGLECTED LIVE AUDIENCE 35 THE HAPPY GANG 36 MR. SPONSOR ASKS 42 NAB EVALUATION 57 TODAY'S TV ADVERTISERS 84 TV TRENDS 88 TV 4-NETWORK COMPARAGRAPH 91 CONTESTS AND OFFERS 104 SPONSOR SPEAKS 110 APPLAUSE 110 ii biweekly by SPONSOR PUBLICATIONS INC. Executive, Editorial, and I N - 1 o i 19, n "i Teli phoni I'laza • . ■ ■ M I ii uncial 1558 Publication 0(1 and Elm, Ba \l,i Bu United year, Cai SlnRle coplea 50c, Printed In i S A, Copyrlgl SPONSOR PUBLICATIONS INC. i , r,, i Publl ihei Noi man i: < I It nri i lalne ' oupci Olci Ed Fosi pta M. A . ■ m-i ;i I , l'.-lr I I Chfl Sinclair. Dun Itlchman. '■ i incr. Ari Howard w ■ cli loi Vi D be toi I Blumenthal, Advert l«ln« Doni 1 i i ■ . mi Jr.: I Lob Hunan A Scot! ,\ I Itlv.l ; ' mean A Si .. I M fir. -illation Manager: Milton Ka I itlon D pa on tit Marela Chlnltl i I I'M Ii It I D0| ii ' tili-ural parts daytlmi crlal Thi iO West 52nd GREAT SOLACE As one who long ago learned to appreciate BMB's basic value, and as one who looked with pained amaze- ment on those who would tear the organization limb from limb, I found great solace in your March 28 descrip- tion of how BMB has weathered the storm. Oliver B. Capelle Sales Promotion Manager Miles Laboratories, Inc. Elkhart. Ind. COMICS MISNAMED Liked your October and November articles on Latin Radio, but there was one cut-line that bothered me a little bit, i.e., "Cuba likes Mexican comics Solinsky and Pedro" (p. 32, Nov. '48) The article is absolutely correct in that Cuba likes them, as do the people all over the rest of Spanish-speaking America, but the name of the team is "Manolin and Shilinsky" ... to the Latins, misnaming their favorite fun- nymen would be just as if they were to review a Broadway comedy "star- ring America's beloved Alfred Lunch and his charming wife-leading lady, Lynn Glotz." As a matter of curiosity . . . how many subscriptions go to Mexico and the rest of Latin-speaking America? I had an awful struggle on my hands with each new issue ... it would be "borrowed" before I could fini>li read- ing it. By the time it made its way hack to me. the copy was much in need of Scotch-tape . . . that is to say that my friends liked SPONSOR, all of them. Ken Baker Bozell & Jacobs Dallas TAKE A BOW Just a note of appreciation for the Inn rcpoiiiii". job \mi did on the article about Speidel. As far as I know, there wa- no puller) thai would cause me to blush before ni\ friends, ami mhi highlighted the significant and interesting points. In fail, the onl\ objection which 1 could find with the article is the "Jr. which j "ii tagged on to the end "I m\ name. W hile it i- 1 1 ue that I lu\ e a i Please turn to page 8 1 IN BMB IN HOOPER fitsr IN THE SOUTHS FIRST MARKET ■ >C: ' To sell Houston and the great PI Gulf Coast area Buy KPRC FIRST in Everything that Counts fCf^, c HOUSTON 950 KILOCYCLES- 5000 WATTS NBC and TON on the Gulf Coast Jack Harris, General Manager Represented Nationally by Edward Petry & Co. i ■ KXEL HAS CHANGED LISTENING HABITS IN IOWA 1540... BY ACTUAL MEASUREMENT* NORTHEAST IOWA'S MOST POPULAR FREQUENCY Take Howard County, Iowa for example. This rich and pros- pering community has its borders 915 miles from KXEL's trans- mitter, yet here in this rich market area KXEL holds up to 54.3% of the listeners. This is three times as many listeners as WHO and up to nine times as many listeners as WMT. Shown below are the distribution of listening homes among radio stations in Howard County from 7:00 A.M. to 12:00 Noon. * Facts taken from Conlan's newest Comprehensive Study of Listening Habits. 7:00 to 8:00 AM 8:00 to 10:00 AM 10:00 to 12:00 AM TOTAL MORNING KXEL 38.5% 54.3% 50.0% 50.0% WHO 30.8 % 14.3% 17.5% 18.2% WMT 7.7' i 5.7% 5.0% 5.7% The fact the K \l I holds the lion's share of listeners in this rich Northeast Iowa market area during these hours is only half the story, for Howard County is only part of the great KXEL North- east Iowa market audience. The most important half is the undisputed fact that KXEL does give more listeners per dollar. Look at these amazing cost figures. During the 7:00 to 8:00 A.M. period, KXEL holds 38.5% of the listeners and costs onlv $110.00 for this hour of time. WHO holds only 30.8% of the listeners — yet costs $230.00 for this same amount of time. WJIT holds 7.7% of the listeners and costs -SI 20.00 for this hour. (Cost figure* taken from Standard Rate & Data.) Here is the unvarnished truth. You are not getting your money's worth of listeners, if vou are Irving to cover Northeast Iowa, without KXEL. Get the complete facts on Northeast loan's listening habits, i all your Arerr-Knodel man or write direct to KXEL. KXEL 50,000 Watts ABC JOSH HIGGINS BROADCASTING COMPANY WATERLOO, IOWA Represented by Avery-Knodel, Inc. ABC OUTLET FOR CEDAR RAPIDS AND WATERLOO, IOWA * SALES MANAGER SPECTACULAR NEW SHOWMANSHIP THAT MEANS INCREASED SPONSORSHIP! We're showing WORLD subscribers the better way to in- creased sales and sponsor satisfaction. New stars . . . new shows . . . new scripts . . . new promotions . . . new ideas . . . that mean NEW sponsors and AIORF sponsors for WORLD stations! New, bigger, better shows like "The Dick Haymes Show," "The David Rose Show," "The Lyn Murray Show," "The Carmen Cavallaro Show," "Eddy Howard" and many more — all planned for COMMERCIAL SPONSORSHIP! THE DICK HAYMES SHOW! Terrific, po we r- pac ke d brochures — on "The DICK HAYMES SHOW — have al- ready been sent to WORLD stations. These brochures tell your prospective national, local or regional sponsor how he can put this great, tailor-made, selling program to work immediately! SEE WORLD'S GREAT EXHIBIT - N. A. B. CONVENTION - SUIT This DICK HAYMES SHOW Promotional Portfolio shows your sponsor how he can make this program ring his cash register! It contains ad mats, star photos, newspaper articles, "teasers" — ready to go! ew Commercial Plan COMMERCIAL ...0ft q 0Aeaf tefcl 1. COMMERCIAL TALENT . because they sell . . . Sell . . . SELLI Stars your sponsors like 2. COMMERCIAL TIMING . . . Each show timed "com. merciolly." Each number timed to fit into its proper placet 3. COMMERCIAL SCRIPTS . . . Written like custom-built shows: Commercial lead-ins; open and closing sponsor identi- fication against theme; provision for two full-length commercials inside the showl 4. COMMERCIAL PRODUCTION AIDS ... a. in The DICK HAYMES SHOW: Opening and closing themes by Dick Haymes; special voice tracks wherein Dick Haymes ties in with sponsor, introduces Helen Forrest, etc. 5. COMMERCIAL BROCHURES . signed to convince sponsors. Specifically de- 6. COMMERCIAL PROMOTION AIDS . . . Three sizes of ad-mats, photos, newspaper articles, "teasers" — ready to gol 7. COMMERCIAL AUDITION DISCS ... So your sponsor can hear his show as it will sound on the airl 8. SPECIAL COMMERCIAL DEPARTMENT . . tell you where WORLD programs art sold — types of sponsors — Hooper ratings — success stories — to make it easier to sell your sponsor and keep him sold. WORLD BROADCASTING SYSTEM, INC. An Affi/iafe of Frederic W. Zir Company 501 MADISON AVE.. NEW YOWC 22. N. Y. cinnari • Chicago . Hollywood 300-501, HOTEL STEVENS, CHICAGO gentlemen . . . it's mighty like trying to paint a mural on a postage stamp I Seriously, we're not being facetious. To tell the entire amazing sales story of our food-quiz program, KITCHEN KAPERS, starring the nationally-known Tiny Ruffner in just a mere adver- tisement is utterly fantastic! Why, the story of mail alone is a whopper . . . nearly 1000 pieces a week! And the sponsor list! Pardon our pointing — but look over there to the right. You've looked ? All right, now look again and note the "stars". Those stars denote renewals. Good, sound, firm renewals. Live audiences? Well, there was that time last month when all Philadelphia had nary a trolley or bus or taxi . . . but 45 3 people arrived at KITCHEN KAPERS. Oh, yes ... it was raining, too! But you see, they had their tickets! /\nd to those live audiences dictate a note of con- gratulation i" \"i< aboul the waj you handled the BMB situation in your feature article, and t" thank you for the nice mention of Sales Management. Then someone called m\ attention to another page, where under the head- ing, "Applause," \<>u wrote what I think i- the finesl tribute ever written (Please turn to page 52) SPONSOR KCBS... Hail Columbia! On April 3rd the call letters of KQW, San Francisco, were changed to KCBS. And that dotted the last "i" and crossed the last "t" to the fact that KCBS is now a Columbia-Owned Station. Making our San Francisco outlet a Columbia-Owned Station and switching its call letters to KCBS means a lot of good things to a lot of good people. Including you. FOR THE LISTENER -KCBS now In comt s unmistakably associaU kilocycles, Columbia Owned, Represented l>y Radio Sales 355^ fcV^ if i) m for profitable setting - I NVESTIGATE VJ^ fltf- Pi Represented by I ROBERT MEEKER A S S O C I New York • Son Francisco • A T E S Chicago Los Angeles Clair R. McCollough Managing Director STEINMAN STATIONS >/r. Sponsor #:. •fames MvUookin* Advertising and General Manager Revere Camera Co., Chicago Revere Camera is a firm that would very much like to he number one in its field. If its sales figures don't soon top those of Eastman Kodak and Bell & Howell, it won't be for lack of trying. The big Chicago firm is out to sell its line of 8 mm. and 16 mm. cameras, projectors, and accessories to the ardent hobbyists who make up the ranks of America's largest indoor-outdoor hobby, and to do it, is depending heavily on its aggressive merchandising and promotion efforts. This is James \1< ■< .. .ckin's department. The tall, deep- voiced ad executive directs the spending of a budget (nearly $1,000.- 000 for 1949) that has already given a sizable jolt to much of the thinking in the camera-making industry regarding advertising. Industry estimates show that more than $11,000,000 will be spent l lii- year by amateur and semi-pro moviemakers for cameras and gadgets.** Revere intends to continue building up its name within this lucrative market by using the Jo Stafford Show, a weekK 25- minute musical opus on 46 ABC stations, and by spending the remainder of the budget for magazine space and other forms of promotional activity. McGookin promotes the show heavily to Ib'vcic dealers as ,i In- sellin» point in stocking Revere equipment, and recently took the entire show around to a banquet of the local chapter of the National Photo Finishers Association in Los Angeles to whoop things up a bit for Revere. The fact that Revere is in radio at all puzzles not a few people, particularly some of those who feel that the printed page is the only way to sell movie cameras. In 1947, Revere took the plunge in network on Mutual with the Jan August Show, later switched it to /// Star Revue, a show which became a sort of Revere family affair, inasmuch as Revere executive Ted Briskin is married to actress Betty Hutton whose sister Marion was starred on the show. With that straightened out, McGookin moved the show to ABC. hired in fo Stafford, and looks to be set for awhile. McGookin is modest about the results obtained from his broadcast advertising, but the sales curve keeps goin« up. Seen right with Jo Stafford. "♦Source: Popular Photograph) Market tnalysis. SPONSOR B'9 Aggie Conceived by WNAX and conducted by WNAX in cooperation with Farm Extension Services in Minnesota, North Dakota, South Dakota, Nebraska and Iowa — the WNAX 5-state Farmstead Improvement Program is creating a better way of life for the Midwest farmer. For the past ten years emphasis has been on cropland improvement and increased production. The Farmstead Improve- ment Program is designed to improve the home itself — making possible a more comfortable and gracious life on the farm. During 1948 (the first year of the three year program) 1,044 farm families representing 203 counties participated in Farmstead Improvement. First year winners were selected from entries in each state. These state winners — the Bill Hendricks family of Brookings County, South Dakota — Emmet County, Iowa's, Sam Naas — the Ben Ludtke family, Blue Earth County, Minnesota — the Floyd Bosserman's of Golden Valley County, North Dakota — and the Fred Kriesel's of Cheyenne County, Nebraska — were honored at special celebrations. Each received a WNAX $1,000.00 merchandise award. Inspired by the program, 1,039 other farm family entrants made substantial "farmstead improvements." The vigorous growth of this ambitious campaign for better living has been given added impetus by increased merchandise awards made available for 1949. The WNAX Farmstead Improvement Program had definitely caught on. Hundreds of new entrants, fired with enthusiasm for the project, are submitting applications for 1949-1950 participation. WNAX has been able to lead its farm families in this gigantic Farmstead Improvement Campaign be- cause of the confidence Big Aggie folks have in the station. This unique broadcaster-listener relationship has been a large factor in the development of WNAX dominance in Big Aggie Land — a rich, 5-state major market. WNAX continues — serving the Midwest Farmer. /4 @ n/tn . i Have a wonderful time" I \KI It Wllhs WITH PAY... OX WHO \. F#f" Stay on wcco all year , round— without a Summer hiatus— to have a wonderful time! Summertime in the Northwest is just what the doctor ordered. BIG SALES! Throughout the 6-state wcco territory, retail sales are just about as high ($699,000,000) in June. July and August as they are in any other season. Northwest farmers harvest cash crops of $865,927,000 in these three months, and more than two million vacationists bring in (and gleefully spend) an additional $212,000,000. BIG LISTENING! WCCO delivers an average daytime Twin Cities Hooper of 6.0 in the Summer — 58$ better than any competing station. (Throughout the 6-state area surveyed by the CBS-wcco Listener Diar\.* wcco averages 200'' more listeners than any other Twin Cities station.) BIG PRECEDENT! Last year. 48 blue-chip local and national spot advertisers (30! ' more than the year before) stayed "on the job" all year 'round on 50.000- watt WCCO. As they'll do again this year. .. having a wonderful time, making sales while the sun shines. You'll find. a> they have found, that the 13 Summer weeks on WCCO are 13 necks with pay. For reservations, see us or Radio Sales. r.o.ooo ......WCCO Mlnneapolla-St. Paul • CBS Represented hy RADIO SALES -t ■ i it NOW AVAILABLE on WWDC in Washington ■V 4' wd d v v «» I o p m vnt s on SPONSOR stories Here's a new kind of disc show featuring the world's greatest music plus the sparkling com- ments of America's most dis- tinguished music critic, Deems Taylor. Great guest stars are heard on each of the 30 -minute programs, five times a week. It's a wonderful buy for participa- tions or complete sponsorship. Ask your Forjoe man for details. 7:30 to 8 P. M. Monday through Friday WWDC AM-FM— -The D. C. Independent REPRESENTED NATIONALLY BY FORJOE & COMPANY p.s. See: "Making Good With a Specialty' IsSUe: May 1948, page 38 Subj eCt: The thinking back of Ronson's purchase of a second air show. Ronson accessories (lighter fluid, wicks, Hints, etc.) have played second fiddle to Ronson table and pocket lighters almost from the beginning. However. Ronson has been marketing them for years through a wider distribution system than that which sells the lighters, and their acceptance, backed by small-space magazine ads and e.t. announcements, has increased steadily. By January of this year, Ronson decided that the accessory business was a profitable one, and it was time for its own air show to do the selling job. A lesser, but important reason for the Ronson purchase of the capsule (five-minute) johnny Desmond Show on nearly 500 Mutual stations every Sunday night is the discount factor. Ronson is an important Mutual client, having sponsored Twenty Questions since mid- 1946 on that network. Adding a new program put Ronson in a dollar-volume bracket that afforded it a real discount. With the increased sale of the accessories, the fact that Ronson has a new product ( Penciliter) to plug on Twenty Questions, and the favorable dollar-volume discount, Ronson felt that the crooning of Johnny Desmond and the commercial pitches of Charlotte Manson could do a good, low-cost job in reaching new customers for Ronson accessories. Latest research figures bear this out. and show that Ronson's cost-per-thousand-homes-reached is a little more than a dollar. Ronson didn't take any advertising dollars from its original $2,250,000 advertising and promotion budgets. The Desmond show is an added starter with its own budget, and does not conflict with Twenty Questions, selective TV campaigns, and magazine advertising. p.s See: "Crusading Pays Lee" ISSlie: February 1947, p. 9 Subject: ABC outlets take Drew Pearson show off line and sell late repeat to local Lee dealers Repeat broadcasts of Drew Pearson's (> p.m. Sunday broadcasts have been sold b\ 22 local \l'<( stations in cities ihroughoul the coun- try, and the list is growing steadily. The Frank H. Lee Company, makers of Lee hats, sponsors Pearson's regular live broadcast. The program is taken off the line for the repeat later the same evening. Strategists at \\ illiam II. Weintraub & Company. Inc., Lee agency, came up with the idea. It is a further solution of the original situation in which Lee dealers, from the start of Lees sponsorship, wanted to take advantage of the Pearson show by buying announce- ments just before or after it. The idea is paying off in the sale of more hats. One men's shop wrote that its hat business was up 20% over last year in the period 7-19 March, and credits the increase largely In sponsoring Pearson. A large department store's sales in all de- partments were down in February, except the hat department, which was up. The\ also credited the new Pearson repeat. The first three station- to sell the repeat were WJZ, New York, \\l.\l!. Chicago, unl K I < \. l.os \ngeles. \s soon as othei VBl managers heard about it. the) wanted to get in on the deal. Lee submits a list of eligible dealers in each city where the original broadcast is heard, and reserves exclusive right to approve or reject any proposed local sponsor. I In -ln>\\ inii-i lie repeated on the same Sunda) nighl as the {Please turn to page 96) SPONSOR to o» Y ._ the Sy°° tfViP *<*- idea m0*6 *,U>e, »0**0 W ioWgR ^J ^^JJX l— ^V^l^.^ \ 1 M°n,re^ Quebec 1% * \ ^^^ to V * ?t0f bro^ca?t^ f o ti^ „ n\ ^^C U ^ . 0t ^«-ood.» ^^ £d frontier ^> ***** C\e*e* ***** 1 fe fe. *w//e "S*&&&IM SX^R**3^ '**. v (ADCASTERS PROGRAM SYNDICATE Cooperative Program Syndication Plan — vnder direction of BRUCE EELLS & ASSOCIATES Hollywood 28, California • Hollywood 9-" #1^ -°ttn *">, /// -5869 For membership information — and "Pat O'Brien", "Frontier Town", and "Adventures of Frank Race" audition records — write, wire or phone. A total weekly fee equal to your one-time national class-A quarter-hour rate entitles you to all these and future Syndicate programs. * * * * ___ _E1 Tl % KFH IS TOPS IN THE TOP KANSAS MARKET Weigh these Yardsticks TOP POWER 5,000 WATTS DAYTIME 5,000 WATTS NIGHTTIME The most powerful full time station in Kansas. TOP HOOPERATING KFH has the TOP rating on listening audience. TOP NETWORK-CBS The only full time CBS station in Kansas. For 20 years KFH has broadcast CBS programs a large portion of every broadcast day. KFH is TOPS in history too! Established in 1922, the first radio station in Kansas, KFH has consistently increased its power, its program quality and its audi- ence to maintain leadership in its area through the years. KFH is backed by the Wichita Eagle, a leading Kansas newspaper, established in 1872. the voice of the Wichita Eagle • 5000 WATTS— ALL THE TIME. KFH PIPRIUNTID NATIONALLY SY COWARD PITRY & CO., INC. WICHITA, KANSAS 16 SPONSOR // APRIL 1949 New and renew ffl Bj New on Networks SPONSOR AGENCY NET STATIONS PROGRAM, time, start, duration Doublcday (Jui/. Club; MTWTF 11:45-12 noon; Mar J-; 4 wks Bing Crosby's Whcatics Baseball; Su 10-11:00 pm; Apr 17 Adventures of 0//ie & Harriet; Sun 6:30-7 pin; Apr 3; 52 wks Stop the Music; Sun 8-8:15 pm; Apr 3; 52 wk* Indianapolis Speedway Race; May 30 Talk Your Wav Out Of It; MWF 3-3:30 pm; Mar 30; 1!) wks Take A Break; Sat 10:45-11 am; Mar 12; 52 wks How To Get More Out of Life; Su 11:05-11:15 am; Mar 27; 4 wks (Fifty-two weeks generally means a IS-week contract with options for S successive 13-xveek renewals. It's subject to cancellation at the end of anu 13-iveek period) Doublcday & Co Huber Huge MBS 58 General Mills Inr Knox Reeves CBS 166 International Silver Co Young & Kubiram CBS 147 P. I.orillard Co Perfect Circle Co Quaker Oats Co Lennon & Mitchell Henri Hurst & McDon C. J. La Roche aid ABC MBS ABC 175 494 186 Charles B. Silver Co William II. Wise & Co Inc Brooks Twing & Altman MBS CBS 23 29 ffl Renewals on Networks SPONSOR AGENCY NET STATIONS PROGRAM, time, start, duration Equitable Life Assurance Warwick & Legler Society of the U.S. First Church of Christ Scientist H. B. Humphrey General Foods Corp Benton & Bowles S. C. Johnson & Sons Inc Lever Bros Co Lever Bros Co Manhattan Soap Co Inc Mars Inc Miles Labs Inc Procter & Gamble Co Toni Co William H. Wise & Co Inc Needham, Louis & Brorbv Ruthrauff & Ryan Young & Rubicam Duanc Jones Grant Wa.le Benton & Bowles Foote, Cone & Bel iing Twing & Altman ABC 260 MBS 63 NBC 77 89 NBC CBS CBS NBC 165 87 150 162 NBC NBC 135 152 CBS CBS CBS 114 149 56 This Is Your FBI; Fri S:30-9 pm; Apr 1; 52 wks Sa 1: 15-5 pm; Mar Healing Ministry of Christ Scientist; Apr 2 * 13 wks When A* Girl Marries; MTWTF 5-5:1 5 2 w k s Portia Faces Life; MTWTF 5:15-5:30 pm; Mar 52 wks Fibber McGcc & Molly; Tu 9:30-10 pm; Mar 29; 52 Aunt Jenny; MTWTF 12:15-12:30 pm; Mar 21; 52 Talent Scouts; Mon 8:30-9 pm; Apr 5; 52 wks We Love & Learn; MTWTF 11:15-11:30 am; Mar 52 wks Dr. I.Q.; Mon 9:30-10 pm: Mar 27; 52 wks News of the World; MTWTF 7:15-7:30, 11:15-11:30 Mar 28; 52 wks Perry Mason: MTWTF 2:15-2:30 pm; Mar 28; 52 Crime Photographer; Th 9:30-10 pm; Mar 23; 52 Handy Man's Guide; Sa 2-2:15 pm; Mar 5; 9 How To Get More Out of Life; Sa 2:15-2:30 pm; Ma 9 wks pm; 2s; 28; « ks wks pm; wks wks wks r 5; National Broadcast Sales Executives (Personnel changes) NAME FORMER AFFILIATION NEW AFFILIATION Guy Cunningham Jules Dundes Murray C. Evans Robert Friedheim C. B. Heller George Henderson Robert S. Hix Robert M. Richmond Phil Wood WEEI, Boston, sis prom dir WCBS, N.Y., adv, sis prom mgr NBC (radio recording div), N.Y., dir WJPA, Washington, Pa. mgr Citizen, Columbus O., adv rla dept KFH, KFH-FM, Wichita Kans., sis staff May Co, Balto., puhl dir WFMJ, Y'oungstown O., sis mgr Same, sis mgr KQW, S. F., sis, sis prom dir WGBB, Freeport N.Y.. sis mgr World Broadcasting, N.Y., sis mgr WIMA. Lima O.. sis dir WLWC, Columbus O., sis mgr Same, sis mgr WCAO, Balto., asst mgr in chge natl sis, prom WKOW, Madison Wis., sis mgr Sponsor Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION Paul Christian L. Russel Cook John A. Crowe Harold R. F. Dietz Jo eph V. Getlin Arthur Gro*-art Charles J. Hajek R. M. Hood Consolidate I Cigar Corp, N. Y'., exec vp W. A. Cl.'ary Corp, New Brunswick N. J., vp American To'acco Co, N. Y., asst chief of mfg Emerson Ra lio & Phonograph Corp, N. Y'., asst •I? prom mgr Ral ton Purina Co. St. L., cereal adv mgr Decca Records Inc, L. A., asst to Western div mgr Pal Blade Co Inc, N. Y.. sis, adv dir Wilbur-Suchard Chocolate < '". I.itit/ Pa., vp Same, vp Same, sis prom mgr Same, sis, prom mgr cereal div Same, N. Y.. sis prom mgr G. Hcileinan Brewing Co Inc, LaCrosse Wis, sis mgr U. S. Rubber Co (Gillette Tires div), N. Y\. adv, sis prom In next issue: New \ational Selective Business, New and Renewed on TV itli trtisinn Affvni'ij Pi>rsnnn«>l (hangi's. Station Representative f'hanffvs Sponsor Personnel Changes icon«B«.di NAME FORMER AFFILIATION NEW AFFILIATION Harry Keller Ernest D. Hosting Aaron Krochmal Barbara A. Krosi Edward I). Lane Richard K. Law- Sydney Lowengerg C. L. McCall Frank Ovarart Morris Pearlmutter II. Kenneth Philips Jonas Rosenfield Jr Kay Smeya Gail Smith Walter F. Spoerl Alfred N. Steele Prescott A. Tolman Frank M. Underwood Geyer, Newell & Ganger, N. Y., copywriter Oppenheiin, Colling, N. Y., fashion artist Lamont, Corliss & Co, N. Y., sis mgr American Hospital Supply Corp, Evanston 111. Esquire Inc, N. Y., sis prom, mdsg mgr G. Heileman Brewing Co, La Crosse Wis., gen sis, adv mgr CBS, Western div, transcontinental network sis mgr I. anient, Corliss & Co, N. Y.t mdse mgr 20th Century-Fox, N. Y., asst adv mgr Grant, Miami Fla. Procter & Gamble Co, Cinci., nighttime radio activities United States Rubber Co, N. Y., gen sis mgr mechanical goods div Coca-Cola Co, N. V., vp in chge sis in U.S. Philadelphia Evening Bulletin, Phila., adv mgr Burlington Mills Corp, N. Y., adv mgr Anchor Distributing Co, Pittsb., adv, sis prom mgr Lane Bryant, N. Y., adv mgr Same, vp Tru-Ade Inc, (hi., adv, pub rel dir Champ Hals Inc, I'liila., vp in chge adv, retail mdsg Jacob Schmidt Brewing Co, St. Paul Minn., gen sis. mgr Hunt Foods Inc, L. A., adv, mdsg mgr adv Edison Brothers Shoe Stores Inc, St. L., adv, prom dir Same, vp Same, a:lv mgr Macfadden-Deauville Hotel, Miami Beach, adv, publ dir Procter ,V; Gamble Productions Inc, Cinci., dir in chge nighttime programs Same, gen sis mgr all div Pepsi-Cola Co, N. Y., first vp in chge sis operations in U.S., dir Eastern Air Lines Inc, N. Y. , gen sis mgr Petri Wine Co, S. F., gen sis mgr New Agency Appointments SPONSOR PRODUCT (or service) AGENCY Adelphi Paint & Color Works, N.Y Allied Chemical & Bye Corp (General Chemical, div). N.Y M. E. Bear Co, L. A Bishton-Wheeler Inc, Ilion N.Y Blum's of San Francisco, S. F ( hesebrough Manufacturing Co, N.Y Chicago Laundry Owners Assn, Chi Cleveland-Sandusky Brewing Corp, Cleve Consolidated Royal Chemical Corp, Chi Delicia Chocolate & Candy Manufacturing Co Inc, N.Y Thomas Emery's Sons Inc, Cinci Fairbanks-Lloyd Corp, N.Y General Ire Cream Corp, Schenectady N.Y Hale] .x Rasfcob Enterprises, Richmond Calif. ... Jucl Co, Chi La Regione Siciliana, Palermo Italy Los Angeles Mirror, L. A Lot Angeles Times, L. A Nassour Studios, H'wood Sutherland Plaza Hotel, Cinci Victor Neustadtl & Co Inc. N.Y Old Judge Coffee Co, St. 1 Philadelphia National league Baseball Club, I'liila. Pillsbury Mills Inc. Mnpls Pollj Pritz Corp, N.Y. Proctoi l lei trie < o, Phila. Procter & Gamble Co, N.Y. Procter >\ Gamble Co, Cinci. Regal Amber Brewing Co, s. I . Ritepoinl • ". St. L. Ronson Art Metal Work-. Inc, Newark N.J. Savoye Special? Co, N.Y. Slaymaker Locke Co Inc, I anca tei Pa. Solventol Chemical Products Inc, Detroit Southei n Daii ies Inc, W ash. Stephen Product < lo Inc, N.Y. S3 .1 « 0, N.Y ■ i Ippliam e Stoi es, N.Y I in. M. In ill Dm: I "nil ( ii. Cinci. I ii i<> ii ( i ill i al I lie In-.ni inn i I ... ( mi i. \ enua Foundation Gi ml . ' hi. \i I Products Ltd, Hamilton Out. vn luting Milk Co, Charlestown Mass. . Adelphi's Redi-Blend Gordon & Mottern, N.Y. .Airex insecticides Ncwell-Emmett, N.Y. .Baking mixes Larry Pendleton, L. A. .Miller Retractable Ball Point Pen Moser & Cotins, Utica N.Y. Candy, confections Monroe Greenthal, L. A. Vaseline Cream Hair Tonic Cayton, N.Y., for TV Institutional lohn W. Shaw, Chi. .Beer Carpenter, Cleve. . Krank's Shave Kreem, Mar-O-Oil Shampoo Ruthrauff & Ryan, Chi. .Candy Paris & Peart, N.Y. Netherland, Terrace Plaza Motels Ruthrauflf & Ryan, Cinci. .Nodor household odor absorbent Edwin Parkin, N.Y. . Ice Cream Woodward & Fris, Albany N.Y. Glass cleaner Botsford, Constantine & Gardner, S. F. . Hair preparations Walter L. Rubens, Chi. .Travel Gotham, N.Y. Newspaper Smith, Bull »x: McCrecry, H'wood. Newspaper Smalley, Levitt & Smith, L. A. Africa Screams (Abbott & Costello film) . .William Kester, H'wood. . Hotel Ruthrauff & Ryan, Cinci. . Sweetop chocolate flavored creamed frosting * Paris & Peart, N.Y. .Coffee Gardner, St. L. . Baseball club Weightman, Phila. . Pillsbury's Best Flour, Sno Sheen cake (lour, pancake mixes Leo Burnett, Chi. Waterless household cleaner II. W. Fairfax. N.Y. .Electric blanket Gray «\. Rogers, Phila. Joy, liquid detergent Biow, N.Y. .Lilt (permanent wave kit) Biow, N.Y. Beer Abbott Kimball, S. F. Pens, pencils, lighters Olian, St. L. Pencil, cigarette lighter Grey, N.Y. Horner's liquid shave Edwin Parkin, N.Y. Padlocks, locking devices, brass bronze hardware Graj .v Rogers, Phila. Cleaning compound LuckofT, vVayburn & Frankel, Detroit Dairy prods Tuckei Wayne. Atlanta \ Hi.. Magic Picture * - n ■ • Lewis, Newark N.J. Reducing salon Edw in Parkin, N.Y. .Appliances Bobley, N.Y. Dog food Kammann-Nahan, Cinci. Insurance Ralph II. Jones, Cinci. .Foundation garments Edward A. Grossfeld, Chi. Soft drink I. J. Gibbons, Toronto Dair) prods Chambers A. Wiswell, Boston r MOVE OVER, I've had listeners in there for YEARS vU jJ ft ^ANOR^ •L. O.U Could be, but the war's over, bub, Listeners don't "fish" for out of towners now a days. They listen to their home stations. Timebuyers, like Frigidaire, who are abreast of the times, are realizing this change in the trend of the post war listening habits— and Frigid- aire is doing something about it. ^xS™ KVOB CENTRAL LOUISIANA'S FASTEST GROWING STATION Mutual Broadcasting System NEXT MONTH 1000 w-970 kc All programs duplicated over KVOB-FM at no extra cost W. H. Dick, Gen. Mgr. National Representative— Continental Radio Sales Forecasts of things to come as seen b) SPONSOR'S editors Outlook Coal advertising to be heavy this Spring Because it's expected that the coal miners will he called out on strike late this Spring or early Summer, big coal corporations will be spending more money on advertis- ing than usual to get coal into the homes. Idea is that I .ruis pressure will be less effective if in-lain supplies are adequate. Radio will receive about 5095 of the extra advertising, with newspapers getting practicallv all the rest. Vacations up this year, but individual spending down Vacationing will he at all-time high this year. Spending per individual two-weeks-with-pa) will be lower, hut the number will he up. many takirg their first vacation in years. The lush spender isn't in abundance, ami those making reservations are asking costs more frequently than since before the war. More hotels and resorts are on the air. or scheduled, than at any time during past seven years. Retailers concentrating on price-appeal advertising Retailers using the air throughout the nation find that most potent appeal is price, and 54$ of all local-retail broadcast advertising was price-minded dining January and February. There's no indication that there'll he anv change before late May, when impending marriages of thousands will increase buying. Corporations again research-conscious Market research, which suffered along with all research from the De\ve\ error. i- hark in good graces again. A number of big consumer-product organizations have re- hired researchers whose contracts the) "forgot" to renew. and top-ten corporations' market research stalls are back to pre-Dewey le\ el. Piece goods sales to continue up Piece goods and fabric business in general will continue to improve because women have returned to making their own. Individual dressmaking alwa\s means better yardage sales and at better prices than quantity sales to manufac- turers. Already a number of fabric houses are planning sewing lesions on TV, and department stores are inci cas- ing their piece-goods departments. Hollywood shooting pilot pictures for TV showing End of Hollywood ostrich attitude toward- T\ is at hand. Ever) motion picture compan) in the nation has a pilot motion picture in the works that's planned for T\ show- ing and maybe theatei showing, as well. Hill Lodge, engineering v.p. at CBS, ha- been elected to Societ) ol Motion Pictures Kn^im-eis iSMI'f, i hoard, first TV motion picture produced 1»\ majors will be sneak-previewed sometime during July. Objective is to see what can be done to bring Hollywood qualit) and T\ price together. Failures up, but not among broadcast stations Despite the enormous increase in station competition, the failures of broadcasting stations are currently less than an\ other form of business. While a number of consumer publications have failed, and the death rate among trade papers has been high, this isn't true of radio operations. It's expected, however, that a few broadcasters will call it quits this year but percentage-wise business reporters indi- cate, its nothing to be disturbed about. Over-planting by farmers disturbs economists Despite warnings bv economists, farm planting will be up this year in some cases as high as 50' v more than the government desires. Government price support assures farmers of a reasonable profit, so farmers are letting I in le Sam take the brunt of over-planting. Price supports are not expected to be dropped, despite some feeling in Washington that some ruralites are taking advantage of a good thing to the extent of some *H.( )()().( 100.000. U. S. Department of Agriculture is expected to sponsor an inten- sive broadcast campaign to increase consumption of farm produce, but even it doesn't heliee\ that the over-production can be consumed. First quarter statements will be up, and advertising budgets increased Most of the great food companies will show better earnings for the first quarter of 1949, but there are clear-cut indi- cations that the second quarter won't look nearl) as good for many corporations. General foods' net is up, as are the nets of other multi-product organizations. First-quarter mone) set aside for advertising is up about 10%, much of it, how oxer, won't get into print or on the air until this Fall. Radio to be asked to prevent "slip" going too far Radio will be called upon to prevent the "'slip" in prices and employment from becoming a recession. Ibi-ine— feeling is that what's happening is "normal", but public opinion experts know that the "slip" can become a whopper of a depression, if consumer thinking starts in that direc- tion. The 5,000,000 unemployment talk (it's onl) 3,200,- 000 now i already has wage-earners worried and buying only ne. c--dic-. I-T.C realize- that TV can help cushion the slump, and i- rushing it- unfreeze as quickl) as it can. while -till trying to do right 1>\ broadcasters and listeners. Broadcasting will have to condition the public on the fact that what's ahead i- flood for it. 20 SPONSOR Une an Pont cAwara "for outstanding and meritorious service in encouraging, fostering, promoting and developing American ideals of freedom and for loyal and devoted service to the nation and to the communities served" "D ADIO Station WLS has just received the -*-*- 1948 Alfred I. du Pont Radio Award. From among all the nation's large radio stations, WLS was selected as the one best achieving the above- objective. This recognition was based principally upon "Adventures in Freedom," dramatic program pre- sented each week as part of WLS "School Time," educational series heard daily in thousands of classrooms. "Adventures in Freedom" is designed to stimulate young listeners to an appreciation of our American heritage of freedom; to point out how that heritage applies to everyday living, and to awaken individual responsibility toward the preservation of the American way of life. As early as 1925, WLS originated its "Little Red Schoolhouse" programs and since 1937, has broadcast "School Time," planned with the help of an advisory council of educational leaders, to supplement and enrich the regular classroom cur- riculum. A thoroughly outlined advance schedule for teachers, an annual award for the best scrap- books illustrating the programs, and regular pub- licity in Prairie Farmer all add to the effectiveness and value of "School Time." Although education is only one of the many services we provide, of needs we fill, it typifies the reason why WLS is welcomed as a friend in millions of Middle-western homes. ^^^^^^^^^^<^^^^^ CHICAGO 7l 890 KILOCYCLES, 50,000 WATTS, AMERICAN AFFILIATE. REPRESENTED BY JOHN BLAIR AND COMPANY. II APRIL 1949 21 .,.'<*'° fill* inS A.A ***** ^r^^ HI *v» #» \l M M\IO One ,,l ,.,,li,,\ most successful tlayiimc sci ial programs . . . sponsored "live" b\ .1 national ad\'Cl I isri OVC1 Ml< \\ CSlCI II Network . . . hen'-. .1 heart- wai ming sloi \ ol .1 woman's fighi Idi human dignit\ and understanding u iih listening appeal loi young ;iikI old alike. ftO.'t ijimrlrr htmm J<,r .-,„-,.,.;. broadcast THE 1 1 A I NTING HOUR-Original I »^\ ( hologii al in\ si ii ics. "whodunit" thrillers, crime crusade themes and eei \ tales l>\ a< e radio u i iicis . . . ena< ted l>\ radio- stage s( i ecu si. iis. in< hiding B(ii\ Furness, fed Prout) and Bei i \ Kn« gei .',2 half-he THE PLAYHOUSE OF FAVORITES 1 FOR A ROOM WITH A VIEW . . . mi i omplete mii s-i \mi V'1'KH progr \\i details try "516" at the Stevens Hotel We'll be happy /-' kalf-houn for l-a-tceek I roadcatt REFLECTIONS The brilliant color ol 1 1 1 1 1 s i < woven with the golden thread <>l words . . . supplying a long-standing demand lot .1 program designed foi relaxed meditative listening . . . feal in ing ( anada's fines! radio taleni . . . nb< -produced for maximum commercial effect and entertainment value. 101 quarler-houn fur 2-a-tceek broadcaal * **5r THE THREE SI >S AND \ STARLET Sun bright rhythm styled ol sunlight and star-dust l>\ America's shining exponents ol subtle impro\ is.u ion . . . furthei enhanced b\ the glowing warmth of guest vocalists Nan Wynn, ka\ Armen, Irene Oaye and Dorothy Claire. TU tfunrlrr-htmri for 3-n-treet broatlrtltl ALLEN PRESCOTT . . . THE WIFE-SAVER-Ilousehold bints and mirth-spattered pattei thai attract fan mail 1>\ the carload and put the program on the "Missus'" musl lisi . . . mil ililiil nonsense thai has placed Mien Prescotl among network favorites and made sense- to and dollars Foi many sponsors. I.'iti quarter-hourt for 3-n-icfrfi l" ■•■>.!. ,,*i !adio-Recording Division CA Building, Radfg Cify,#ew York • Chicago • Hollywood OTHER NBC LOW-BUDGET 3 RECORDED PROGRAMS . . . . / in FOR VDVENTUR1 78 quarter-hours foi 2-a week broadcast Romant e: modern romances 15G quartci boms loi [a week broadcast Hair-raiser r; im weird circli ;s half-hours b>i i-or-more-weckl) broadcast mercer Mciion . . . im \i w with im Mum -,j quartei hoars for i-a-week broadcast mm \11\1 1 1 mysteries 260 five-miu ute programs foi g-a-week broadcast Hiunan Interest: III 1 I \ AND BOB ;;i|o ( 1 1 1 . 1 1 tci boms loi - a neck broadcasl Sports: through ihi sroRi c.i \ss with swi n\iis 52 quarter-hours for 1 01 2 a week broadcast Juvenile: happi 1111 111 Mm 1. -, 1 quartei boms (15 pre-Christmas 39 |n>st- ( hristmas) foi 2-01 g-a-week broadcasl MACK CHRISTMAS WINDOW— 25 c|uai tfl bonis lor ]>ic ( hi islmas broadi asi destine ikmis 1 -,(i quartei boms foi g-a-week broadcasl M usi( nl: ii\ii ro sing— 156 five-minute programs foi ■; n week broadcast < \Ksc>\ ROBISON WD Ills BUCKAROOS— 1 17 qua I U 1 boms . . . frequency optional 1 1 \i 1 01 1 for fun \\i> mi sii 65 quarter-hours foi i or-more- urekh broadcast \R 1 \ w DAMMl 111 l\ 1 1 I with 1 cm 1 si CARLYLl 1 1 7 quai I cr bonis Icm ■; a neck broadcast / spet ially for the Girls: comi wi) err it— 156 quarter-hours foi g-a week broadcast Fine-Minute Spet ialties: 1111 nwii you wiii remember 2iio li\ c iniiiuie programs lor [-Ol ", a week bio. nil asl getting im mosi cm 1 cm 1.11 1 1 ( >i> \ 'k — 117 five-minute programs loi •; a i\ eek In oadcasl and to make the package complete With each program sei ies, nbc Radio-Recording supplies a complete audience promotion : ;_;loss\ photos, mils, publicity reli and on-the-ah announcements designed to build a targe following for youi nbc Syndicated Programs 'I bis extra sei vice c hecred by Station men throughout the nation is off ered to Syndicated Program users at \c> i \ ik \ cost. Our Mr. Jamison sums it up... Mr. Jamison (always a fine orator) was recently asked to make a short speech at a sales convention. Naturally the subject he chose was Spot Broadcasting and the function of the station representative in it. "Gentlemen," said Jamison in part, "Spot Broadcasting is the form of advertising which should probably interest you the most. For it approaches the great American consumer in much the same way that you do ... on a market-by-market basis, with the object of producing local sales. Because of this selectivity, Spot is surely one of the most profitable, flexible and economical media ever developed. "I must tell you also that the correct use of Spot is a very complex proposition... with hundreds of markets throughout the country and thousands of stations that reach them. That is why firms of station representatives are in business. "One of the most distinguished of these firms — I might add — is my own employer, Weed and Company. Today, through diligence, application and expert ability, we are doing more business for all of our clients . . . and helping them make more money. . . than ever before." Mr. Jamison's remarks were so well received we thought we'd pass them along from one convention to another. Weed n d company radio and television station representatives newyork • boston • Chicago detroi t s a n francisco atlanta • hollywood NAB Evaluation: 1949 Digest SUBJECT DESCRIPTION PAGE Executives General feeling is that Judge Miller has done a fine job, but that he's not commercial enough in his approach to broadcasting. 58 Broadcast Advertising Need for an aggressive staff to assist director Mitchell is stressed by all sponsors and agencies who know of the operation of the department. Not enough know what is being done. 58 Standards of Practice Code is being more abused than obeyed. Sponsors claim that regulations for broadcast advertising will not be obeyed without some form of sanctions. Feel Judge Miller can find some way towards enforcement. 60 All-Industry Promotion It can't be done with $125,000 when newspapers have a million or more. A motion picture is good, but it should be only part — not the entire promotion. 62 Public Relations NAB has done a good consumer job, but its trade relations have been insufficient. Bob Richards is endorsed, but agencies and sponsors say top-drawer policy makers prevent good trade paper industry relations. 67 Local-retail Advertising Local agencies feel that NAB has put too much emphasis on its department-store promotion and too little on the many other fields of retailing that should use the air. Most department-store business is placed direct and pays no agency discount. 68 Research It's possible, the advertising industry believes, to have NAB set research standards without involving any restraint of trade. Plenty of respect for Ken Baker, but not too much for his operation. 71 Continued on next page II APRIL 1949 25 Digest of NAB Evaluation: 1949 (Continued) SUBJECT DESCRIPTION PAGE Broadcast Measurement Bureau Feeling is that NAB missed the boat on BMB and thus lost friends among stations and buyers of broadcast time. Sponsors want BMB to continue, and so do agencies. 72 Programing Sponsors can't see the results of Harold Fair's department. They want intensive education for stations on basic programing facts. Agencies feel that a brief station seminar on scheduling would do a world of good for advertising. 74 Broadcast Music, Inc. Broadcast industry music licensing organization has improved its acceptance at agencies and sponsors. There's still feeling that it ought to spawn more popular successes, but usefulness of its folk music and other catalogues is admitted. BMI TV music availability is widely endorsed. 75 Rate Cards Agencies ask: "When will NAB get majority of the stations to use its approved rate card form? Also when will NAB sponsor a good TV rate card?" 76 International Relations Export heads of great manufacturers and international managers of advertising agency departments contend that NAB's invasion of the international scene is good. 76 Labor Labor relations within the broadcasting industry have been handled well, according to legalists at agencies and sponsors. However, advertisers still worry about fact that secondary boy- cotts loom every time there's a radio union problem. 78 Engineering Little is known about engineering activities of NAB's Howard, but sponsors know that technical standards are improving all the time. Agencies feel that station logging appears to be more accurate, and credit NAB with this. 79 Television It's time for NAB to get into the television field and work for a better understanding between radio and TV. 79 Frequency Modulation "FM is part of radio broadcasting — why not recognize it as such, and try to get stations and agencies to understand its place in the business?" say most sponsors. They don't want to decide between FM or AM. 80 Storecasting Regulate it, explain it, and promote storecasting. Many spon- sors are certain it's a form of broadcast advertising that may be primary long after radio itself becomes a secondary medium. 82 Transitradio Sponsors look at transitradio as one of radio's greatest pro- motional mediums. They also feel it's open to abuses and to attack from printed media ... so why not include it within the province of the NAB? 82 FAX It's not a current worry, but sponsors want all broadcast media within one association- and FAX is sent through the air. 82 26 SPONSOR The secret life J ul a soap opera The mosl important i<'(|iiiiciii<'i!i of all: follow the formula Hummerts established serials fundamental. As in "When a Girl Marries," (above) it's suffering Every writer and producer of a radio daytime serial has his own formula for keeping Ma Perkins, Por- tia Blake, and the rest of the fabulous fraternity of serial strips beloved of some 20.000,000 women. The basic formulas are all similar, and no new analysis of them would generate much light on how to make the serials sell more products. It is the secrets behind the formulas that can pay off. They reveal new pos- sibilities for adding impact and appeal to the programs as entertainment, and indicate wa\s to make the commercial itself more potent. Research by a number of independent sources now makes it possible to understand more clearly the facts behind the soap opera's power with its devotees, and how to increase and extend it. To succeed as an advertising vehi- cle, the serial drama obvioush must first deliver an audience of prospects, then the commercial must sell them. I his report will consider both the edi- torial formulas and other factors that give the strips their phenomenal audi- ences of intense and faithful listeners. II APRIL 1949 as well as the factors that help the commercial turn them into sales. In actual practice, of course, the commercial can't avoid being a part of the program, no matter how care- fully it may be set apart from the dramatic elements by music, sound effects, and other devices. Each naturally affects the other. Consider- able work has been done on this prob- lem by various organizations. The radio research unit of McCann-Erick- son, for example, has made important contributions to knowledge in this field. Perhaps the most significant recent work on this question, however, is I hat done by the New York public relations firm. Attitudes. Inc. The \ttitudes researchers have been work- ing on a way to make the emotional content of the program directly rein- force the commercial. As a general idea this, of course, is not new. But the specific application worked out by Attitudes is entirerj new. It indicates the possibility for the first time of uniting the most po- tent features of the commercial and the program on a scientifically-con- trolled basis. A few agent \ executives who have had an advance look at the method have privatelv expressed the feeling it represents a revolutionary step in the practice of broadcast advertising. Details of the application to daytime serial commercials will be disclosed for the first time in the part of this report on what makes selling talk sell. The remote origin of America - daily serial strips might possibly be traced back to the Greek bard Homer. James Thurber mentioned the theorj in his very accurate series on the soap opera in The New Yorker last year. But the practical origin of daytimp serials — very natural!) overlooked by a consumer-slanted story — involved a person with quite a different kind of talent from that of the Greek teller of folklore. The problem of filling this nation's air with a cycle of its own folk tales awaited not onl\ several thousand years oi technical progress, but also the advent in Chicago in circa 1928 of a salesman in the person of a brash 27 SOM* OPW* fORN^ rnor 0od o«d 5' M°' inqood male chora young NBC executive named Niles Trammell. He first insisted on experiments with da\time programing ihree or four years before the actual birth of the soap opera as known today. The first ol the serial strips that later were switched to daytime weir then aired in the earl) evening ami later at night. The Gohlliei £.■>. Myrt and Marine. I ic and Sade, Bell} and l',ol>. and Marie. I he Little French Princess were among the first of the typical slrip- to be developed. Before this could happen it was t< ■ essai j to overcome the extreme wariness of advertisers to put their dollars into daytime programing that might or might not, as they saw it then, hold the ear of an ambulatory housewife long enough to put over a commercial. This feat Trammell accomplished. Procter & Gamble, Colgate-Palmolive- Peet, Sterling Drug, American Home Products were some of the pioneer sponsors he induced to far) daytime radio. Trammell's approach to build- ing daylight programs was to use his own judgment on what looked most promising — and try it out fast. This approach wasn't long in get- ting repercussions. Back in New York one day, program director John Royal (now an NBC vice president) bounced into the office of Lenox I.ohr. This is the first of a series of articles on daytime serials and what makes them produce audiences and sales for the soap, drug, and food companies that use broadcasting advertising. then network president, and fumed, "Chicago is originating new programs without clearing with the program de- partment." Lohr asked his secretary to find Mr. Trammell. "It just hap- pens," he told Royal, "that Trammell is in from Chicago this morning. You can ask him about it." Trammell's answer to the question when he walked in a few minutes later has the most practical bearing of all on the beginning of radio's soap opera: "Well," he snapped, "some- bod) around here has got to sell dav- time programing!" (Royal later confided to friends he knew right then who the future presi- dent of NBC was going to be.) It's difficult to determine whether daytime serials came of commercial age out of Chicago, under the blessing of Niles Trammell. or at the Crosley radio station WLW in Cincinnati which sired a number of top writers of cliff hangers. Whether they became big business in the Queen or the Windy City first isn't important. They brought a new kind of actress to radio, the emoter who suffers and suffers and suffers. In each daytime serial she rehearses one hour, and is on mike in an episode that runs only a little over ten minutes. She's well paid (from $500 a week up), and is generally a good craftsman. One actress who plays the lead in a long-time popular strip used to at- tend with grim faithfulness rehearsals for even those episodes in which she did not appear. It was "her" pro- gram. She honestly believes she is the most important element in the pro- gram's success. She isn't. No per- former is. in the field of daytime drama. It is true that good per- formances h\ the cast make a smoother production, a more listenable, believ- able show. But other thing'- have much more to do with a program's pulling power. Publicit) like the recent Look maga- zine report on Ma Perkins' annivei>ai\ party naturalh tries to foster the be- lief that Ma has been the same person for I") years. Il help- along the il- lusion of Ma as a real-life character. 1 he fad i> that a dozen different peo- ple, more or less, have played the role ol \la Perkins, with little or no effect on the show's popularity. The same thing has been true of othei serials that have had changes in I li< ■ actress (or actor) playing a leading part. Instances like the woman who wrote she couldn't hear to tliink <>f 28 SPONSOR Every soap opera needs a heroine and it makes no differ ence if she's a lawyer, sob sister, grandmother or just wife, she always has her problems. And they generally concern a man who is seldom what he should be. In latest Hooper (15-21 March) all above rated 6 or better Mrs. Young in bed with another hus- band, because there was a change in the actor playing Pepper Young, are relatively rare. The woman forgot the existence of one of soap opera's firm rules of conduct — twin beds). That most players of top roles seldom act in more than two strips at the most is seldom due to the sponsor's belief that the talent should be re- stricted to his own show, although this is true in some cases. Before Selena Royle, a former soap opera top-flight, top-salaried star, went to Hollywood, she played Women of Courage, a Benton & Bowles show. Her contract forbade her appearing on an- other daytime show. Another agency approached her about an additional show for a non- competitive product, offering terms that outshone her Women of Courage salary, and three weeks' paid vacation. But her soap sponsor said no. She quit. But she hadn't taken the pre- caution first to have her name on the dotted line of the contract for the new show, and the deal cooled. Selena was out of daytime radio. Daytime serials permit of very little artistic tempera- ment. More generally, however, the five-a- week stint, including a usual hour's rehearsal for each show, is enough to make two strip shows the maximum a star player, who naturally appears in most episodes, cares to undertake. The most common limiting clause simpl) restricts the star from appearin<; for a competing product. The daytime serial directoi d< have the kind of problems of a direc- tor of Ford Theater. Suspense, or other front-rank dramatic shows. The situ- ation with a new plaj each week, oi both a new- plaj and new stars, calls for highly-skilled direction to bring (Please turn to page 106) II APRIL 1949 29 Maroarine makes omul ^■^jl iiil *m»i^m».v^ kf €^\w\y\m. Broadcast m\\ ertising leads liylil tor nationwide roiisuiiK'i- ;i< « i-|U.in< c ;in» tax <1 i> < crimination l ndoubtedl) the most ma- ligned and persecuted food product on record, margarine is again going through a crisis which may change the whole complexion of mar- garine manufacture, sale — and adver- tising. A bill was passed by the House on 1 April to abolish all Federal taxes which have been levied against mar- garine for 63 years. The measure had included a clause which would have restricted the interstate shipment of butter's competitor, but this clause was eliminated on the floor of the House. The bill now goes to the Senate, which killed a similar measure at the end of the regular session last year. Margarine has had a stormy ca- reer since its introduction into the I riited States in 1874. Originally made largely from beef fat (oleo oil), the product was named oleomargarine; although now manufactured almost en- tirely from vegetable oils, modern mar- garine, under existing restrictive law. must still be labelled oleomargarine. In its early days there was a stigma attached to margarine that stemmed from the thought thai ii was an un- healthful product; with the switch of its principal ingredient from meat to vegetable oil, the stigma evaporated into a feeling thai margarine was only the "poor man's butter." \\ hen food prices were much lower, few consumers knew or cared about the actual qualifications of margarine for cooking and as a table spread. Bui the war, with it- buttei shortage, intro- duced in.ii garine to more and more American kitchens and dinner tables, i ooking experts began to agree thai it was as palatable as buttei ; medii al tssociations claimed it to be 89 nour- ishing. Witb rising food prices, the 35-50-cents-a-pound difference between margarine and butter began to be an important factor in public acceptance of the cheaper product. The butter in- terests had growing competition on their hands. Radio and other advertising media had been helping to establish in the public's mind that margarine had as many nutritional advantages as any other table spread. Radio was also being used bv the margarine firms to do another, more subtle promotional job — to attempt to create a national "consumer's lobby" for margarine. B\ nationally advertising on the air a product unobtainable in one-third of the country — and advertising it with- out calling attention to the restrictions on the product, just as if none existed and margarine could be bought any- where the same as any other adver- tised product — the margarine manu- facturers were hoping to educate the KRAFTS SEARCH FOR A NAME FOR THE BABY ON "THE GREAT SILDERSLEEVE" WAS Ui WIN A NEW IN PARKAY MARGARINES 20 FORDS -721 prizes in all ! He/p/ Send a winning name /or this baby g/r/— and /'// put a new Ford 'in your future / I 'Queen for a Day'' is being used by Miami Margarine over MBS The Barbours ( "One Man's Family") advertised Blue Bonnet Margarine public to the inequities of the prohibi- tions on the product. The theory was that a radio listener, sold on trying margarine, would be outraged to learn that he couldn't buy it because of un- just rules and regulations (in those states, of course, prohibiting its sale). Most of the top margarine producers have used radio, probably for the first and only time in its history, to sell a product that can't be bought univer- sally— and to do the selling as though it can. The John F. Jelke Company used broadcasting to sell its Good Luck margarine as early as 1932. Nucoa, margarine brand name of Best Foods. Inc., had been advertised on the old NBC Red network in 1935-36 and 1941. Periodically, from 1941 through TO SELL LISTENERS ON PARKAY MARGARINE ON AIR AND IN TWO-PAGE MAGAZINE ADS '49 FORD $50,000.00 CONTEST 721 WONDERFUL PRIZES IN ALL! Tfc* Cm How to win your new "49 FORD! ■ 60 ( iip new $-0 bi 5 Big Wm Iriy Contesb ^*5 ,..,. I1 '■-■■ f'-.a fof Mm . . . , -"The Or i wiMy ehM ■ SO EASY' SUCH FUN' FOLLOW THESE SIMPLE RULES TO WIN- 20Ca>\TO b« $<*•« o«u»i V«, 20 lack? cturuits M.:jC»r:nt b»br Mill - ■ |W*« (AM ■ i I U ! Clip coupon now • • • •* uJ— ■ ■' «** w*» *<•" part of 1948, Kraft Foods Company plugged its Parkay margarine via The Great Gildersleeve, while Blue Bonnet margarine shared commercials with other Standard Brands products on One Man's Family through 1945-48. Cudahy Packing Company did some of its selling of Delrich margarine on the Nick Carter program. Swift & Company's Allsweet found Meet the Meeks on NBC a good sales-message deliverer. Miami margarine uses two half-hours weekly of the across-the- hoard Queen For a Day MBS show. All these programs, plus selective radio, have been applying the drops- of-water-on-a-rock principle to the problem of making the average con- sumer margarine-conscious. But to do that, what with the pro- hibitions and restrictions placed on margarine, even a water cascade of Niagara-like proportions would have an extremely difficult job. If left to develop normally, through intensive advertising and merchandising methods, margarine would unquestion- ably eventuate into a formidable rival of butter. But not even the most astute use of broadcasting or any other ad- vertising media can elevate margarine to that position as long as it is -addled with the taxes and restraints currently handicapping it. Since 1866 margarine has nevei hern free of Federal laws regulating it- manufacture and sale. It i> the onh food taxed for containing harmless artificial coloring (cheese, candy, ice cream, and man) other foods are arti- ficially colored, yel nol subject to extra taxes), despite the paradoxical I.., ts thai I 1 i margarine made with (Please turn to page 103) Aulo-LUv I'innloifs thvvv broadcast mo ilia Z?#0u#taH 1. Selective plays important part !n Auto-Lite advertising. Dealers share costs 2. Television helps demonstrate accessories on "Suspense" for Auto-Lite The automotive picture s.-il«» ok tires, radios, and aecessories lias grown willi hroaitVasi .mI\ ertising 1 ■ r over-ail 32 NETWORK RADIO IS The eye-catching glitter of l()l')*s new crop of motor vehicles looks great in a dealer's show- room. It gives the dealer the same soil of window -dressed prestige in his community that lavish film spectacles give a producer in Hollywood. But, just as movie eompanies are usually luck) to break even on celluloid ex- travaganzas, and in almost e\er\ case make their mone\ out of modest "B" pictures and "oatei - '. the hulk of the cash business at the auto-dealer level is done in the back of the shop — in auto repair parts and accessories. Nowhere in the automotive held is the profit factor more alluring, the SPONSOR » NOW USED TO ESTABLISH THE AUTO-LITE TRADE NAME VIA CBS, WITH MYSTERY THRILLER "SUSPENSE" AS THE CURRENT ATTRACTION competition tougher, or the local-level advertising geared more directly to sales. Auto dealers have sourly watched a large part of the lucrative repair business (more than 42% to- day) go to separate repair shops, and where the repair business goes you'll generally find the companion business in auto parts and accessories going. too. This situation is largely a Frank- enstein mi mster of the dealer's own making. The most frequently-heard reasons as to why car owners don t take their vehicles back to the original dealer for major and minor repairs are that "the price is too high," or "the service is unsatisfactory." During the war. main dealers billed customers with $10 charges for what was actualK 5CV worth of labor and copper wire in the ignition system. Since the re- pair business was all that was keeping most of these dealers alive at the time, it might be understood. Motorists might have understood -but they weren't appreciative. The general bad feeling that such practices aroused re- flected then, and still does today, on much of the truly honest work and sales efforts of dealers. The auto dealer today who wants to keep up his profit figures with his parts-and- accessories business — and four out of six dealers are in this category — has to overcome, largely by advertising, not only a good deal of prejudice on the part of auto owners, but also a highly competitive situation with his fellow merchants down the street. Drive into any good-sized American city today- and you'll find that the day of the "specialized" auto service center is about over, except for a leu big machine-and-body shops. Fire- stone's tire-and-sii|»|il\ stores now sell gasoline and Firestone auto accessoi ies as well. Gulf service stations and \loliil stations, to mention jusl two, sell Gulf tires and Mobil tires and auto supplies, as well as petroleum products. Independent rep. in shops I I APRIL 1949 33 Tires give TV a big play firOctnnO assoc'ates itself with American tradition and history through its sponsorship of II GjIUIIC "Americana" on NBC-TV. Commercials use give-aways to bring customers to stores fYlllf sp°ns°rs two TV network airings: "We the People" on CBS-TV and the "Gulf Show" on cUII NBC-TV. Programs have commercials for Gulf Tires showing auto rubber used roughly II C Mlhhor '* * Plonoer on visual air, buying time when other tire manufacturers looked at U. O. I UUUCI TV as a toy. They've sponsored everything from air races to bobby sox parties and chain-store operations in the auto supply field sell nationally-branded auto parts and supplies. Even mail- order houses, like Sears-Roebuck and Montgomery Ward, are in the act with service stations carrying a complete line of parts and supplies, with order desks for things not on the shelf. In every case, the parent company has decided to broaden its line in order to gain higher profits for itself and for its retailers. To meet the demands of new-car dealers for something to combat the inroads into dealer business, most auto makers today stock wide lines of parts and accessories, in addition to basic repair parts, that dealers can promote to their customers after hav- ing sold a new car. Since dealer profits on new cars are largely nullified in normal times by the losses sustained in tying up capital in a stock of traded-in used cars, the situation is a serious one for the automakers' sales channels, and automakers are pushing their parts and accessories in adver- tising at the national level and engag- ing in dealer co-op advertising to push them at the local level. Caught somewhere in the middle of this fiscal merry-go-round are the man- ufacturers of auto parts and acces- sories who depend on the auto in- dustry proper for a living. Many of them do a multi-million-dollar busi- ness with such firms as General Motors and Chrysler, selling parts and acces- sories to be used as original equip- ment for cars. Many a manufacturer of auto parts and supplies sells a siz- able amount of his output to be sold as replacement parts under the house brands of automakers, oil firms, tire companies, and mail-order houses. I It. -i ■ -.uiir ni.iniil.nl in it - are selling their auto products under their own labels through the usual distribution channels of jobbers and owned ware- houses to independent dealers, garages, and service stations. Not a few manu- facturers find that they an1 competing with themselves in three or more ways at once. The problem of keeping their brand names alive and of staying out of the category of being just another major supplier in the automotive field is ex- tremely important to these manufac- turers. The problems of maintaining their share of the business are vital to auto dealers. The high profits and stead) business aspect of parts and ac- i esspries appeal to petroleum market- i Please turn to page 1 1 1 34 SPONSOR CAMPBELL SOUP BEING SERVED BEFORE "DOUBLE OR NOTHING" BROADCASTS BY WALTER O'KEEFE, MC AND CHEF Is your radio audience neg llorfll on**, antl <»onor»l Foods, anion;* olliors. have Ion r noil I ha I pro- broad on si pi 'Oil 114*1 pro tool ions. pay over-all It's a curious commentary on the thinking — or lack of it — on the part of hroadcast adver- tisers and their agencies that, while millions are spent to promote a prod- uct to unseen radio listeners, the op- portunity of selling the sizable live studio and theatre audiences present at a broadcast is surprisingly neglected during the warm-up period before a show goes on the air. A ready-made sales prospect is set up for an advertiser every time a listener writes to a sponsor or a net- work for a ticket to a broadcast. People who want to be part of the live audience at a program can be divided roughly into two categories — those who II APRIL 1949 go because it's a chance to see a show, any show, for free, and those who desire to be present at a particular program because they like it on the air and want to see it in person. But. for whatever reason a person may attend a broadcast, he or she is a natural recipient for a strong pitch from an advertiser. People with any degree of sensitivity recognize the fact that they are guests of the sponsor from the moment they enter the studio or theatre until the time they leave, and as such owe their ""host" the courtesy of undivided attention to any- thing he may say to them. And those who may not look at it that way are in the minoritj and are nevertheless exposed to a sales pitch whether the) like it or not. Yet with approximately 8,000,000 people attending network studio and theatre broadcasts yearly and a similar number making up local station live audiences, all of them wide open to simple but effective merchandising tricks, sponsors on the whole ignore the possibilities inherent in selling the live audiences in their "clutches". There are, of course, exceptions who give away samples of their prodm t- and obviously sponsors like Philco or Ford could hardly go in for that sort of merchandising — but in general the pre-broadcasl warm-up period is (Please turn to page 98) 35 THE "GANG" ACTUALLY ENJOY THEMSELVES ON THE AIR AND THIS GETS THROUGH TO LISTENERS WHO LOVE THE RIBBING The Happy Gang gets around Zany humor of < 'anada's loading tlavlimo program soils < 'olgato-l'almoli vo-l*oot proriurls roast in roast ffl Canada's The Happy Cant: is successful because it's broadcasting as it used to be — before it became "big business". There were a number of happy gangs back in the thirties when The Sitwits, Si ters a! the Skillet, and Kay Knight's < in Loos agitated the ether without benefit of script, stopwatch-holding, or advertising agenc) production men in ihr control room--. It's nothing unusual for the entire team to become convulsed al a corned) routine of two of ih<' Gang, because until the routine is aired the resl of the Gang hasn'l heard it. Berl Trail. who leads the Gang, explains thai he feels the) ought to read about the wa) thi ii audiences are supposed to. I he doesn't think its humoi is an) thin^ Imt corny, and there are plent) 36 who proclaim that Happy Gang gags are "moldy around the edges". De- -|nlc this, at 1:1 .">- I :•!.") p.m.. the pro- gram pulled a 19.2 Klliott- Haynes rating (Canada's II ooperating) in Montreal, and in the middle of the Commonwealth in Winnipeg a 16.2. These ratings were for February, 1949, just 12 years and nine months after I In- lliiji]>\ Gang was born at CRCT. Three years and seven months later I 1 January, 1940). Colgate-Palmolive- I'eel ( !ompan\ . I .united, decided to sponsor the program. Ii wasn'l with- oul some trepidation, for, to quote Charles I!. Vint, president of the com- pany, "being broadcast live half-hours each week make- The llnpp\ Gang the most expensive radio propert) in i anada." i oleate Pal Im-I 'eel loiind mil in the first few months that it had bought not only a program but a Canadian institution. Vint was amazed at the letters that came across his desk attest- ing to the appeal of the Gang and each member in it. There wire times during World War II when the demand so exceeded what was available from soap companies that Colgate was frcquentlv moved to drop advertising. No mattei how moved it was, however, it never considered eliminating The Happy (.nng. In a nation like ("anada. prone as it is towards public ownership and "agin \mct ican-ow ncd corporations. The //r//'/»\ Gang has continued to make Colgate pari of the Canadian famil) . Ml through the war, The Happ) Cang made (anada- war effort tlieii effort. The) didn't "give time" to serv- SPONSOR ice appeals but made them part of the program. Typically, The Optimist Club's Creed was offered during a broadcast and a special postal box was arranged for by the Club. When, after the first offer, the official of the club went for the mail, he found a single card asking him to call at a special window (wicket, to use the Canadian expression). When he arrived at the wicket, he was handed seven mail bags full of requests. That might not have been surprising in the U.S., with 150- station networks and a 150,000,000 population. It is in Canada where The Happy Gang is heard over the com- plete network of the Canadian Broad- cast Corporation — a network of 33 sta- tions. Canada's population was 11,- 000,000 when this offer was made. Every Canadian organization inter- ested in the war effort and in main- taining the home front took part in the Gang broadcasts, and the sponsor, Colgate, wanted it so. The Happy Gang decided upon a song book of war tunes. They received $1,000 advance from the publishers, and donated that and all subsequent royalties to Canada's Navy League, which saw to it that the Merchant Navy was equipped with phonographs and records. The Gang didn't stop at getting the war songs published. They sold the book on practically every broadcast, so that royalties continued to roll in for the League. What the Gang did for the Navy League it also did for the Red Cross, War Bond drives, and the many other causes that were part and parcel of the Canadian war effort. Every time they made a contribution, Colgate- Palmolive-Peet became more and more a part of Canada. Since Colgate spends a sizable part of its budget for The Happy Gang, the program has to continually carry its weight in direct sales impact. Princess Soap Flakes (a Palmolive product) was marketed only through The Happy Gang. It's a leader among soap flakes in the provinces. Commercials on the product were withdrawn from the pro- gram due to C-P-P's inability to supply consumer and dealer demand. The cosmetic line. Cashmere Bouquet, was substituted, and these commercials also paid off with direct results. In 1947 Colgate Toothpaste needed a pickup, and C-P-P decided that a contest tied into the program would do the job. There were no great prizes, the first awards being $500 and the (Please turn to page 100) Ratings ot happy gang in Canada and tT.S. CANADA* UNITED STATESf City Rating City Rating Halifax Montreal Toronto Vancouver Winnipeg 16.3 19.2 12.5 6.0 16.2 Cincinnati Detroit Rochester Salt Lake City 2.8 1.6 2.2 2.7 ♦February 1949 Eliott-Haynes f October-February 1948 Hooperatings The happy gang is strong on promotions \OOOOOC0 149 OTHER GRAND PRIZES ■X^NAMEMYRJPPY^,^! torn *« mn «•« **•• ♦**•«• it ■*•* « *•* m*n. tnt to> ■>■» ?•* «•»«•« (ttim. mi to wm» •wtofe * mirm •» tw» mt :»mi * * Mpk •»*' tmnM «' ■*• iHdtl tet bfym l*a fwfcQr iwiiito 'n»«V ) ■Wem.Btfn KAMU "*•»* *WT «•*<• , mm hr UMf ubs mm w. MtP - (Ill Mill, mi ■Ol Hi TOCOMTO ■ turn TV niirtntf nnntoct to mcrease sales of Colgate toothpaste didn't have huge prizes but it was Bert UUUUy bUlllvOl Pearl's puppy and "The Happy Gang" was judging entries so it was a success hfinlf lirntTlntir.no are a re9u'ar Part °* ^e Happy Gang" continuing exploitation and are UUUIV |JI UIIIUUUIIo proof of the pull of all the members of the Gang. Thousands are sold I I APRIL 1949 37 RTS. . .SPONSOR REPORTS. . .SPONS WE CAN'T GET LYRICAL ABOUT NURACLE^y-)! aettleS-curvature. Kcn. For supernatural rjuj^ tbc uckv, you've got \0l*el. With .VsliUe Trading 6XoOO,000, Kelail Sa»e8 over ^thcnio8t th^Areaisfaran « ^ g t important mark* . thl9 NN CVE -<'rk9 nracti«ally »»•« eB- tire shooting "«" g% BMB nu,p! ^..vou'd belter «k.p* Agk u8 — or I ree continued from page 2 U.S. World's Fair To Get continuous broadcast needling Many business organizations feel that it's time for U.S. to plan World's Fair, despite New York's failure not too long ago. Result is that newscasts will carry information on Fair plans continuously without traceable sponsorship. Battle for coaxial cable time starts all over again 1 May will see another conflict on coaxial cable time. This is day when 2 more nighttime cables go into operation. It's still not enough for all 4 networks, and time sharing is going to be big ache. Mail-order business via broadcasting increasing Mail-order business being offered stations is in- creasing by leaps and bounds. Few stations, like WNEW, N.Y., have decided to say "no" to all direct air selling efforts. Even many 50,000-watt outlets are accepting direct-mail business. Most TV sta- tions have thus far ducked mail business, not because of policy, but because they don't think that medium is ready for it. Monitoring services adding TV services for clients Radio Reports (commercial monitoring service) is checking TV as well as radio in New York, Detroit, and Los Angeles. TV checking is 10 times as dif- ficult as radio, monitors claim. "TV to pass radio in 1955" — Duffy Ben Duffy, president of BBD&O, stated in recent speech that his researchers indicate that TV will pass radio in broadcast advertising importance by 1955. Only 11% of the Duffy sample stated that they thought that TV would replace radio entirely. NBC M&O stations' income at all time high While NBC network business isn't at its all-time high, same isn't true at NBC managed-and-operated stations. Even WRC in Washington, which was off in November-December, has snapped back and joined its sister stations in lush black ledger reports. 38 SPONSOR COMING . . . uesuj, 4x>aa! A GREATER VOICE A GREATER BUY! \ i+t tlte jbefrioit a/iea 50,000 WATTS at 800 kc. JUNE 1949 <7h HE "Good Neighbor Station" has continuously fostered Good Will on both sides of the border. And now, the Detroit Area's best radio buy will hit a new high in effectiveness. From 5,000 to 50,000 watts in the middle of the dial ... at the lowest rate of any major station in this region! CKLW Guardian Building, Detroit 26 ^ J. E. Campeau, President Adam J. Young, Jr., Inc., Nat'l Rep. ^ II. M. Stovin & Co., Canadian Hep. MUTUAL BROADCASTING SYSTEM II APRIL 1949 39 our ear is tuned to music • ■ «* Vfk 13 ' 1 I w- OVER 1,200 ADVERTISERS DO BUY THESE THE CAVALCADE OF MUSIC he glamorous Cavalcade orchestra and srus (40 pieces, 16 voices), directed by \rtega, with top guest talent, viz : Dorsey, lita Ellis, Carle, The Mode rnai res, Mon- s, Tito Guizar, The Four Knights and tiers. A Lang-Worth "Production" show. 30 minutes — one* weekly w. ■ DRIFTING ON A CLOUD earn weaving by Lang-Worth's special- in mellow-mooded music The Modes Jerne string orchestra . Lang Worth Din- er Music and the Salon Orchestra. Scripts written with easy lync grace. 15 minutes — 3 weekly. AIRLANE MELODIES •>co' the Airlane 1 accordian, himsell, Ton , 15 mini.) - -W^. MIKE MYSTERIES A smart musical show, incorporating a 2- minute mystery gimmick, written especially for Lang-Worth by Hollywood's John Evans ("HALO FOR SATAN", "HALO IN BLOOD ", etc.). Music by Al "You Call Every- body Darling'' Trace. A Lang-Worth "Pro- duction'' show. 15 minutes — 5 weekly. BLUE BARRON PRESENTS One of radio's favorite dance bands, with the light-hearted "businessman's bounce" in a trim, well-balanced program package. A show that cuddles commercials likp a mother's arms. 15 minutes— 3 weekly. THROUGH THE LISTENING GLASS "A Wonderland of Music," enchanted by the dynamic performance of Lang-Worth's "Silver Strings"— direction, Jack Shaind- lin. The world's finest music... interpreted with grace and charm. Guest stars: Johnny Thompson, Joan Brooks, Eva Garza. A Lang-Worth "Production" show. 30 minutes — one* weekly. THE FOUR KNIGHTS Radio's latest "network" success (on regu- lar cast "Red Skelton Show"). Negro vocal quartette in a program of intimate memory tunes, current hits, novelty harmonies and rock-rhythm spirituals. 15 minutes — 3 weekly. KEYNOTES BY CARLE Presenting . . . Frankie Carle's inimitable finger tip magic in a couplet of old favorites. EMILE COTE GLEE CLUB One of the most commercial units in radio today ... 16 male voices and soloists . . . with a repertory of more than 200 selections of the world's best-loved songs. A Lang- Worth "Production" show. 15 minutes — 5 weekly. THE CONCERT HOUR Its universal appeal is enhanced by the dignified interpretations of the celebrated Lang-Worth Symphony and Concert orches- tras, directed by such outstanding conduc- tors as Howard Barlow, Erno Rapee and D'Artega. 30 minutes— once weekly. ^ minutmt I but our if registers! 1. Good music captures listeners. 2 otential buyers. Therefore . . . Lang-Worth Musical Shows do hyp*.' Over 1200 Advertisers endorse the Lang- Worth Set 118 artists and groups provide more than 6000* mu selections, along with special programs based on smart ideas, and produced with know-how and showmanship. Whether it's for the masses or the classes, Lang-Worth has the talent to put your product over... with sales-tested "network calibre programs at local station cost." the sponsor *The 6000 selections cover every classification of musical enter- tainment necessary for good radio programming; mood music and special production aids in abundance —name dance bands— sym- phony, light concert and salon music — mixed chorus, male glee club, novelty vocal groups— instrumental novelties— pipe organ - military bands— church music— Hawaiian, Latin-American, Hill- billy and Western groups — song stylists and instrumental soloists —O total of 1 18 artists and groups. LANG-WORTH NAB Convention Headquarters: Rooms 512A-513A LANG-WORTH SHOWS EVERY DAY-EVERY WEEK! MEET THE BAND The cream of the Lang-Worth Dance Band section: Dorsey. Monroe. Carle. Barnet. Morgan. Basie. Fields. Clinton. Pastor. Mooney. Thornhill and others. Includes en- tertaining information on the "lives and works" of America's leading, bandsmen. 30 minutes — 5 weekly. PIPES OF MELODY The famous Lew White, performing at New York's Paramount Theatre pipe organ and Bertrand Hirsch and his Magic Violin —in a program of relaxing melodies . . . current and memory. 15 minutes — 3 weekly. RIDERS OF THE PURPLE SAGE A quarter-hour in the cowboy's West... with radio's top saddle-singers and Re public picture stars. Foy Willing and the Riders of the Purple Sage. Homespun copy in a musical setting of wide open spaces. 15 minutes — 3 weekly. SALON SERENADE Strictly for listening, day-dreaming or background for the dinner table. Features all Lang-Worth string ensembles in smooth- flowing music that lends friendly atmos- phere to any scene. 30 minutes — 5 weekly. imn YOUR COMMUNITY CHAPEL Leonard Stokes, the surpliced choir, and pipe organ offering the ageless songs of the Church, with appropriate script. 15 minutes — once weekly. ORGAN INTERLUDES A brief interlude at the organ. ..with Hugh Waddill . . .favoriteof thonsandsof listeners. 5 minutes. LtHRTHfeatiire REMEMBER WHEN On a memory trail with music . pic- turesque, post-card glimpses of the past. Features The Ambassadors, a D Artpca directed" unit with vocals by Dick "Stop The Music" Brown. A Lang-Worth "Pro duction" show. 15 minutes — 5 weekly. TIME FOR 3/4 TIME Yesterday and today, translated into three- quarter time via the loveliest waltzes in the Lang-Worth Library. 15 minutes — 3 weekly. MMrvvuiunieature programs, inc. Network. Calibre Programs at Cocal Station Cost STEINWAY HALL • 113 WEST 57th STREET • NEW YORK 19, N. Y. Mr. Sponsor asks.. "What is the function of a trade association in the field of broadcasting?" Alden James Advertising Director P. lorillard Co., New York The B'ii«k<»lr. «I a in es The function of a trade associa- tion in the field of broadcasting i s to perform those -n \ ices for the industr) which Jk are designed to I pie whom it serves. That is the acid test which should be applied to an\ association acti\it\. whether il be in the field of legislation, promotion, engineering, or public relations. In pursuit of the objective to perpetuate the usefulness of the medium, the association will, of necessity, he aggressive in protect- ing the legitimate interests of the broadcasters from unfair assaults. crippling restraints, or other attacks. Accordingly, it may be an advocate for corrective legislation or an oppo- nent of proposed laws which would stillc the industry and rob it of its freedom to function as do othei busi- ness organizations. The association -li- • 1 1 J< I exercise all ingenuit) at its ( ommand to insure the economic strength ol the broadcasting industry. This ma) entail promotional effort in behalf of broadcasting as an advei tising medium. It ma) invoke re- search -m ve) s ami polls. The asso- ■ lit ion miisi be alert to new de\ elop- Mii-iii-. not i hi I \ in the field of broad- casting, hut in other media which may have an effect upon the future course ol broadcasting. Such developments ma) be purely technical. On the other hand, there ma) be new meth- ods or practices adopted 1>\ other me- dia. It must be prepared to represent the industry as a whole in dealing with copyright pools, labor organizations, and other groups whose interests are sufficiently broad to make them mat- ters of concern to the entire broad- casting industry. In such representa- tion, however, the association should refrain from binding an) of its mem- bers to any contractual agreement. This must remain a mailer of self- determination b) each member. In perpetuating the usefulness of broadcasting to the people whom it serves, il will be necessary for the association to foster standards of practice and operating codes which will reflect the decent intent of the members of the association to serve the public interest in their administra- tion of the industry. William S. Hedges / ./».. SBC, \ew York A trade associa- tion, such as the ltadio Manufac- ture i - \ssocia- tion, has a dual function : ill to serve its mem- *& '• hers, and (2) to *&,;_ w - safeguard public H^ XHb fortu- nately, these [unctions are usuall) parallel, as any industr) thai depends upon public Eavoi prospers onl) as long as it serves the public interest. In carrying out its dual function 1!\!\ -hives to keep its members in- formed of all government actions affecting the industry, and to keep the appropriate government officials in- formed of industry activities and prob- lem.-. It thus acts in a liaison ca- pacity between government an:! in- dustry. Perhaps no industrv todav affects the lives and habits of more people than does the radio and television industrv. Radio and television invade the privacy of the home as does no other medium of entertainment, but it is always by invitation of the host or hostess. This invitation will remain cordial onl) as long as the product — both the receiver and the broadcast — provides pleasure for the listener or the v iewer. Bond Geddes Executive V . p. RMA. Washington 'I he In oadcasting tiade association is confronted with peculiar problems. As a business affected with the public interest, broad- casting has more intimate relations with the public and government than oilier businesses except public utilities. Broadcasting is composed ol elements, the economic interests of which are at times in ir- reconcilable conflict and which can reach unanimit) of thought and action onlv as in i-sucs affecting them all in a -oinew hat similar wav . Il is ccrtainlv not a function of the trad, association to act as arbiter, nor 4? SPONSOR to maintain uncertain peace among these various groups. No more can it apply its energies and resources to the specific interests of any particular class of members, however strong, nor as- sume the role of guardian and nurse- I maid for its least effectual members. I belive the primary function of the broadcasting trade association is: (1) To establish and maintain a wholesome relationship and un- derstanding between the indus- try and the public and its government representatives. (2) To disseminate information to its members on subjects of com- mon interest calculated to as- sist them to render a more effi- cient performance. (3) To advise its members of pres- ent and imminent problems affecting their common inter- ests, and to make specific recommendations for treatment. (4) To formulate" and project inso- far as possible a comprehen- sible long-range plan for the protection and betterment of the industry. Robert Swezey Exec. V.p., Gen. Mgr. WDSU, New Orleans There is a line in Chaucer which says: "The lyf so short, the craft so long to lerne". This is a good motto for any trade association, ft points up the fact that the pur- pose of a trade association is to improve the art, the craft, or the business. It may be that the association states its purpose more specifically. For example, the purpose of NARSR is promotion of the current volume and lasting health of spot (selective I broadcasting business. Our art is sell- ing and service. The more we improve that art. the better we will promote the use of spot broadcasting to sell the advertisers' products and services in top volume and at lowest cost, to the financial benefit of the stations we represent. Trade associations blanket the broadcasting business just as they do most industries, but there are two \NCfl-? (fat*1* . . and Satisfied Clients! 8:00- 9:00 p.m. Chicago Symphony Orchestra (Wednesday) for Chicago Title & Trust Co. 9:00- 9:30 p.m. Treasury of Music for Chicago Federal Savings & Loan 10:15-1 1:00 p.m. Music Lovers Hour for Goldenrod Ice Cream 1 1 :00- 1 1 :30 p.m. Community Concert for Community Builders and now available... The Deems Taylor Show Fine Music plus Authoritative Commentary 9:30-10:00 P.m. 5 0ays,We,K Fine music is enjoyed by 29 million concertgoers in America each year. This Deems Taylor Show on WCFL — Chicago's fine-music station — offers an excellent means of reaching the vast audience of music lovers in the Chicago area. It's a most at- tractive buy budget-wise, too, thanks to WCFL's economical rates. Contact WCFL in Chicago or your nearest Boiling Company representative. WCFL The Voice of Labor 666 Lake Shore Drive, Chicago, III. Represented by the Boiling Company, Inc. II APRIL 1949 43 IN EASTERN NORTH CAROLINA TOBACCO IS KING WGTM Covers This Rich Market . . . with a King- Size Voice! Write or phone us or our National Representative "THE VOICE OF THE GOLDEN PLAIN" WILSON, N. C. 5000 Watts -Full-Time 590 Kilocycles Serving 1,125,000 People NATIONALLY REPRESENTED BY WEED AND COMPANY special reasons for the trade associa- tions in the broadcasting business. One reason is the youth of the art and science, and the long road ahead of it l" work out high quality programs, en- gineering, advertising techniques, etc. The second reason resides in the com- plications of the business. Broadcast- ing is a communications business, an advertising medium, an entertainment medium, and a science. Also, it is branching out into new paths at a killing pace — television, transitradio. ultrafax, facsimile. FM. In addition to all the special reasons for trade associations in broadcasting, we have the usual reasons why busi- nesses tend to form trade associations, a trend now almost universal. Trade associations exist so that the members ma) do together the things that each member finds it impossible to do alone. That includes certain standard- izations, a minimum of standardiza- tion, enough to prevent waste, to simplify, to save money for the con- sumer, but not enough to destroy the initiative and enterprise that have made America great. Trade associations exist because the members, meeting in committees and at general meetings, usually learn enough and are sufficiently stimulated by what they hear to more than pa) for the time and expense involved. The social purposes are not the least value in trade associations. Most- ly, we make our friends in our own business, our trade builc friendships. What a wonderful development we have seen in ANA. AAAA. RMA and NAB! Tom Flanagan Managing Director NARSR, New York and the social meetings in w idi and cement MUTUAL EXCLUSIVE IN THIS AREA THE AUTOMOTIVE PICTURE (Continued from page 34) ing companies, rubber manufacturers, and mail-order houses. The result: some of the keenest competition in Vmerican business. It is no surprise, therefore, that the auto-parts-and-acccssorics held i> the scene of --<>\t\f <4 the hea^ iesl advei ii>in^ spending in the I .S. economic structure. \nd the keystone ol much of the spending todaj i- broadcasl ad- vertising. 44 Nearly SI 2.000.000 will be spent in network radio and network TV, na- tional selective radio and TV, and dealer co-op broadcasting during 1949 to promote the sale of everything from spark plugs to inner tubes. Nearly every form of broadcasting and pro- gram type will be included. At the local retail level, slightly more than $22,750,000 — nearly twice the national spending — will be spent for broadcast advertising by auto dealers, service station operators, auto stores, tire ser- vice stores, and mail-order houses. \ ery little of the advertising is of the institutional variety (with the excep- tion of some of the national-level sell- ing of the big rubber companies) : the bulk of it is geared strictly to produce dollars-and-cents sales. This reliance upon advertising to stimulate sales in the auto parts and .i -i essoi ics held i- not a new concept Advertising (of which more than 30% was on the air) has increased the per- centage of family cars equipped with heaters from 31 '< in 1930 to nearly 60% in 1949. Broadcast advertising has also done its share in promoting the use of automobile radios. In 1931, only one car in every 200 had a radio in it. Today, the ratio is one car out of four. The Philco Corporation's lead in the field (nearly 40' < of all radio- equipped cars have Philcos) can be traced to years of consistent advertis- ing and promotion, with radio and TV playing an increasingly important part in holding that lead over other radio brands such as Majestic, Delco (Gen- eral Motors), and Motorola. Broad- cast advertising has done the same job for many auto-parts-and-accessory concerns that it has done for the mak- ers of greeting cards, fabrics, shirts, dresses, etc.; it has established brand- name buying in fields where little or none existed, such as spark plugs, oil filters, car polishes, seat covers, and other auto accessories, for such firms as Electric Auto-Lite, I' ram. S. C. Johnson and du 1'ont. and Glostex. The biggest single categor) of Amer- ican industry, apart from petroleum products, that depends upon the mak- ing and selling of new cars for its living i> the tire-and-tube business. The rubber industry is big. The annual value of its products is over $1,000,000,000. The bulk of the busi- ness (64%) is in tires and tubes. with much of the remainder in secon- darj auto items. The growth of the rubber industry is not a direct effect of the rise of the auto industry. It SPONSOR ^sp » WRNL is a ttearfy, GftO W» MG sfaf/on centered fft this ritk Richmond, Virginia. murketing area. far over *e» y*ors H has served tH listeners wtth the Hp* mast local and network enter- tainment. And, WftNk has served advertisers with the market from wMc$ they cauld gab the tutt effectiveness of their radfa advertising budget. Is YOUR product on WML? Represented by EDWARD PETRY & CO., Inc. 5,000 Watt ABC Affiliate RICHMOND, VIRGINIA Yes! After many long months our great "RADIO CENTER11 of the South is open and in operation. \\/E just can't help singing! The contractors are through and we're all settled in our magnificent new home. It's a dream come true ... a dream of modern architectural design and radio engineering. Functional, as well as beauti- ful, it encompasses all that is the very last word in technical equipment and construction, planned for the highest quality of broadcasting. Everything, from WRNL'S new 250-seat theater, to its staff of competent, trained personnel has been planned to give both listener and advertiser the finest in quality of broad- cast, plus simultaneous programming on WRNL-FM. Thus WRNL dedicates its continued efforts and modern facilities *o better serve a greater Richmond. P. S. Be sure to visit us on your next trip south. WML 1W ill \Wm WRni II APRIL 1949 45 ^#4^ PEOPLE are known by the company they keep M4,i/2.i. "the station most people listen to most" in Mem/mis and the Mid-South has been first choice with the Nation's leading advertisers. ♦Sales Management, 1 948 WMC m NBC-5000 Watts -790 50 KW Simultaneously Duplicating AM Schedule First TV Station in Memphis and the Mid-South National Representatives • The Branham Company Owned and Operated by The Commercial Appeal began with Charles Goodyear's inven- tion (if vulcanized rubber in 1839, and grew to an annual volume of $100.- 000,000 in 1899. But it was not until 1918. and the bea\ v demands of a mechanized U.S. Army, that the rub- ber industry hit the billion mark in sales. Hie growth of the rubber in- dustry since World War 1 has been one of concentration. The bulk of the tire-and-tube business in 1918 was spread over 66 firms. Today, it is con- centrated largely among four firms — Firestone, Goodyear, Goodrich, and U. S. Rubber, all of which have been broadcast advertisers in varying de- grees from the early days of radio, and even today (with the exception of Goodrich) rank high on the list of spenders in the various broadcast media. The tire-and-tube business takes two different directions at the shipping de- partment of these manufacturers. \b<>ut one out of every three tires and tubes is sold directly to automakers for mounting as original equipment on cars, trucks, buses, tractors, and other motor vehicles. The bulk of the busi- ness, however, is done through chan- nels which aim to sell the tires as re- placements. In recent years, tire-and-tube manu- facturers have been paying more at- tention to the sales potential of the rich farm market. There, the con- sumption of all sorts of consumer products has shown the greatest rise as farm income soared from the low levels of depression days. Even where the total \carlv value of products sold per farm is onlv $2,500 to $4,000, 2-V , of the farms have trucks and 77' , have automobiles. W hen the vearlv value hits the $40.()()0-and-up class land a number of Midwest [arms torlav top the $500,000 mark), 87% have truck*. ''2'. have one or more automobiles.* This assures the tire-and-tube mak- ers of a ready-made market For their product, since automobiles rank sec- ond onlv to radio sets in polls of what farmers want most to buy. In addi- tion to this, farmers use up more tires in the course of a year than do their city cousins. Vmong citj drivers, IV, of the tires on the road came with the car. and 5795 are replacements. \moni: rural drivers, ■">!'. ol the tires ire original equipment, 8 (>()' , Sourci ' s ' en su s oj Igi " ulture. 46 SPONSOR have been bought as replacements.! However, the buying of new tires for replacement purposes by farmers does not follow the same ratio in bin inn nationally advertised brands, princi- pally because the mail-order houses (led by Sears with its tl/state and Ward with its Riverside tires) have made big inroads. The auto-parts-and-accessories in- dustry, paced by the major rubber manufacturers, has not been slow in going after the lucrative farm market, as well as the urban markets, through advertising. In the past decade, ex- penditures for broadcast advertising to do this job have been increasing more rapidly than for an) other ad media. Since farmers do not change their brand preferences quickly, unless persuaded by a terrific prestige or a "'nuts-and-bolts" campaign, the air- selling of the big tire-and-tube manu- facturers, followed closely by the re- mainder of the auto-parts-and-acces- sories field, has on the whole been a blend of both. The Firestone Tire & Rubber Co., which leads the rubber field in earn- ings with a current yearly net income of almost $28,000,000, has been a one- program radio advertiser since 1928. The Voice of Firestone, which varies between being a prestige-builder at times and at others purely a selling vehicle for car, truck, and tractor tires, and Firestone accessories, helped Firestone into the number one spot in the farm picture which it held for years, losing it only in the past five years or so to Goodyear. Firestone is credited with being the first major rubber manufacturer to go after the farm market in a big way. During the 193()"s, when business was slow in the tire industry. Firestone started up a series of plowing contests, mailed out 5.000.000 circulars every few months to R.F.U. addresses, placed e.t. farm programs on key farm stations all over the country, and generally whooped it up in rural areas. Firestone found early in the game that radio was un- excelled at reaching into farm com- munities. When followed up and pro- moted aggressively. Firestone radio farm sales shot up to first place. In addition to The Voice Of Fire- stone, the Firestone firm also sponsors a new network TV show. Americana. on seven NBC-TV stations, and spends the remainder of a $3,000,000 budget in magazines and farm papers, with fSource: Crowell-Collier 1948 Tire Survey. WFBL SYRACUSE, N.Y. SELLS for YOU WFBL's MUSICAL CLOCK MON. thru SAT. 7:30 to 9:30 a. m. Featuring eleven professional radio artists. The Clock includes eight musicians, two vocalists, and is led by the most popular Master of Ceremonies in Syracuse, Jim DeLine. The Musical Clock this month celebrates its 10th anniversary on the air. 3120 con- secutive broadcasts prove that the Musical Clock is doing a sound selling job for participating sponsors. One sponsor has been selling with The Clock for over seven years. Another sponsor has used over 2200 consecutive broadcasts to sell his merchandise. The Musical Clock Can Sell for You! From hams to greeting cards to house- trailers, the Musical Clock has shown out- standing sales results for every kind of merchandise. Ask FREE & PETERS for the WFBL Musical Clock Booklet and Availabilities WFBL BASIC CBS IN SYRACUSE . . . THE NO. 1 STATION WITH THE TOP SHARE OF AUDIENCE MORNING, AFTERNOON OR EVENING II APRIL 1949 47 mam » Saturday 3 to 6 PM ■ wind .19.3 ■ Network A .15.5 1 Network B . 10.6 1 Network C .17.0 1 Network D .10.1 ■ hooper index ■ Jan. 1949 tl ft LI k. 560KC 24 hours a day occasional selective announcement campaigns in radio. Closely behind Firestone in net in- come is the Goodyear Tire & Rubber Co. with a yearly net of some $26,- 000,000. Like Firestone, Goodyear has been in and out of radio since the beginning of the 1930's, and is cur- rently sponsoring, at the national level, the prestige-building The Greatest Story Ever Told. Goodyear is the largest auto-parts-and-accessories ad spender in dollar volume, having a 1949 budget of nearly $4,000,000. The Greatest Story is the extreme of insti- tutional advertising, confining itself to the barest mention of the sponsor. Goodyear dealers and Goodyear- owned stores are not even permitted to buy spots adjacent to it nor to en- gage in any heavy point-of-sale or newspaper promotions based around the show. The tremendous good will and high listening to the fine biblical presentation in farm areas pay off. Goodyear runs frequent selective radio campaigns, and encourages Goodyear dealers (and Goodyear-owned stores, too) to run extensive radio campaigns locally under a cooperative advertising deal that works up on a sliding scale from a 50-50 basis. At least one of the Goodyear Service Stores (in Mem- phis, Tenn.) is on the visual air, buy- ing TV spots on WMCT. The B. F. Goodrich Co., number three in net income among the rub- ber companies with a current figure of some $23,000,000, spends a sizable ad budget of some $2,250,000, with 80% of it going into magazine adver- tising, and the balance to newspapers, farm papers, outdoor advertising, and d aler co-op advertising. Little or none of the budget is channelled into broadcast advertising. Goodrich's ef- forts in radio, partly because of un- fortunate program choices in the early 1930's and partly because of a feeling at Goodrich that visual advertising is their answer, have not met with suc- cess, and the medium is seldom used. Fourth on the list of the leading tire-and-tube manufacturers is the U. S. Rubber Co., with current net income figures of nearly $22,000,000. U. S. Rubber has been in and out of network radio for years, most recentl) sponsoring the New York Philhar- monic on CBS. Like Goodrich, LJ. S. Rubber feels that a visual medium works best in the advertising of tire- and-tube products, and currently 60' ; of its $2,000,000 budget goes into magazines, farm papers, and news- papers. Unlike Goodrich, U. S. Rub- ber has been a pioneer in the auto parts and accessories industry in the use of the visual air to do a selling job. U. S. Rubber has been a TV sponsor since the days when TV sponsors were looked upon as being slightly daft, and has bankrolled sports and special events (both film and live, using the films for the secondary pur- poses of sales promotion, thus reduc- ing the over-all costs), as well as nighttime variety shows, quiz shows, and a little of everything. U. S. Rubber's current campaign in TV is film spots that reach every TV market, selling U. S. Royal Air Ride Tires to city and farm TV audiences. U. S. Rubber may drop this heavy campaign in favor of a TV program this Fall, providing the firm can find the format it thinks will do the job. U. S. Royal dealers (the firm, unlike Goodyear, et al., has no stores of its own) are offered dealer aids for radio under the dealer co-op plan, and a sizable number of U. S. Rubber deal- ers are on the air locally with an- nouncements and programs. The remaining tire firms, like Atlas, Armstrong, Federal, General, Kelly, Schenuit, etc., do little or no air adver- tising. Their sales are by no means in the same brackets as the "Big Four" of the tire-and-tube industry. Firms that sell tires as part of a line of auto parts and accessories do a certain amount of advertising. The Gulf Oil Co., which sells its own tires and auto accessories through Gulf sta- tions, promotes them heavily on a new TV program, The Gulf Road Show, on seven NBC-TV stations. The tire- and-auto products, apart from Gulf's petroleum line, also come in for fre- quent plugging on Gulf's AM-TV show, We The People, on CBS and in Gulf's selective radio announcement campaigns, farm paper, and news- paper advertising. Altogether, about 20% of Gulf's $2,250,000 budget is spent to promote its tire and auto- accessory line. The Phillips Petroleum Co. plugs Lee Tires (with which it has a con- tractual arrangement on behalf of Phillips service stations), along with Phillips petroleum products, on 31 Central, Mountain, and Pacific region stations with 10-15-and-30-minute news and music programs. This radio selling, which accounts for some 50% of the Phillips budget of nearly $400.- 000. has been a fixture of Phillips ad- vertising for years and has proved the 48 SPONSOR re you one of the folks who've been buying Pacific Coast Network coverage on the basis of a plus mar- ket that— in reality— doesn't exist at all? Isn't it a little like paying for the hole in the doughnut ... and isn't it time you asked yourself how much thai hole is costing you? highly roadcast Measurement Bureau studies — on a impartial basis — prove that each of the four net- works on the Pacific Coast has at least 90% coverage of the entire market (ABC has 95%) ... whether it's little Lemoncove in the Sequoias' shadow, or big Long Beach. On the coast you cant get away from all in an ABC representative who has the WHOLE storv on Pacific Coast network coverage. . .because we think its a darned shame for anyone to pa) extra for the hole in the doughnut. You'll learn some astonishing truths on the complete picture. ABC FOR COVERAGE ... ABC's booming Pacific network delivers 227,500 watts of power— 53,500 more than the second-place network. This power spells coverage — ABC reaches 95.4% of all Pacific Coast radio families in counties where BMB penetration is 50% or better. And ABC's Coast Hooper for 1948's first 11 months is up 10% or more both day and night. FOR COST.. .a half hour on ABC's full 2 l-station Pacific network costs only $1,275. Yet you can buy as few as 5 stations for testing or concentration. And ABC is fa- mous for the kind of audience-building promotion that helps slice the cost-per-listener. \S hether you're on a coast network or intend to be— talk to ABC ABC PACIFIC NETWORK NEW YORK: 30 Rockefeller Plaza Circle 7-5700 DETROIT: 1700 Stroh Building • CHerrj 832] CHICAGO: 20 North Wacker Drive • DElaware 1900 LOS ANGELES: 6363 Sunset Boulevard • HUdson 2-3141 SAN FRANCISCO: 155 Montgomery Street • EXl.rook 2-6544 II APRIL 1949 49 BIG FOR HER AGE! BIG is right! She has MORE local adver- tisers than any other Little Rock station. And watch ;r shine in 4> FM ^c4^ jumuia / BIG. too, in covcragi in new accounts, in audience response; and in News, Sports ml 1 ntertainment! All this has daylong in- fluence on Arkansas' billion-plus SS income from cash crops, livestock, dairy products, lumbei and ever-increasing manufacturing facilities. KVLC reaches ALL' Offices and studios SOI llll UN \\T. INs < O. Ill IK.. Ill III KIM k ' 1 000 WATTS- CLEAR. CHANNEL -FORJOE ^COMPANY MATlOWAl. (tEPRE^MTATIVtS flexibility of selective broadcasting for a petroleum marketing operation of the regional variety. The Electric Auto-Lite Co., makers of spark plugs, batteries, and other auto parts, is the pace-setter, spend- ing a budget of some $2,000,000, with the majority of it going into separate radio and TV versions of its CBS- built show, Suspense. The remainder goes into magazines, newspapers, and farm papers, as well as direct mail, trade advertising, etc. Suspense fol- lowed an unsuccessful run of the Dick Haymes Show on CBS, and is doing a much better job for Auto-Lite. Auto feels it is "raising the national level of visibility of our name and the under- standing of our products and services", as well as "helping us to extend our distribution, the primary answer to sales in the automotive parts business." Co-op advertising sells for Auto-Lite, coo; more than 100 dealers have been sponsoring the company-produced Gasoline Alley 15-minute e.t.'s with good results. Four other large parts-and-acces- sories firms spend sizable amounts in broadcast advertising. The Fram Corp.. makers of oil and air fuel filters, made its air debut recently with a once-weekly five-minute show, Fram Sports Thrill of the Week on Mutual, which it merchandises aggressively to dealers, jobbers, and consumers. The Champion Spark Plug Co. sponsors a similar (and older) show, Champion Roll Call, once weekly on ABC, in ad- dition to heavy magazine and news- paper advertising. Also sponsoring a five-minute network show is Johns- Manvillf. which periodically plugs its brake linings on its Monday-through- Friday Bill Henry and the News on Mutual, along with a wide line of other J-M products. The Western Auto Stores, for several years one of the country's outstanding regional sponsors, uses the Circle Arrow Show mi I') NBC stations in the Mountain and Pacific regions. At the local level, auto-parts-and accessories dealers (most with co-op assistance I arc an increasinglv impor- tant segment of local broadcasting. Auto parts and accessories dealers are on the air in eight of the 29 TV markets in the country, and the list is growing. More and more of these dealers are discovering, as are national firms in the field of auto parts and ac- cessories, thai broadcasl advertising, properlj used, can do the selling job needed in a buvei "s market. * « * 97,410 Radio Homes in the area served by KMLB — the station with more listeners than all other stations combined — IN N.E. LOUISIANA Right in Monroe, you can reach an audi- ence with buying power comparable to Kansas City, Missouri. 17 La. parishes and 3 Ark. counties are within KMLB's milevolt contour. Sell it on KMLB! MONROE • LOUISIANA KMLB MONROE. LOUISIANA * TAYLOR-BORROFF & CO., Inc. National Representatives * AMERICAN BROADCASTING CO. 5000 Worts Doy • 1000 Watts Night GSM®® il1 Saturday 3 to 4 PM WIND 19% Network A 14% Network B 12% Network C 12% Network D 6 % PULSE Jan. -Feb. '49 WIND 56CKC 14 hours a day 50 SPONSOR YOU MIGHT CLEAR l4'3'/f- BUT... YOU CAN'T VAULT INTO WESTERN MICHIGAN WITHOUT WKZO-WJEF! Tin1 peculiar "wall of fading" that surrounds Western Michigan makes it imperative for radio advertisers to use stations within our region. . . . Outside stations simply don't get through consistently; hence Western Michigan folks seldom even try to get faraway stations. Within the area, WKZO, Kalamazoo, and WJEF, Grand Rapids, combine to give time-buyers everything they want, and at a price they can afford to pay. Project our Hooper ratings and you'll find that WKZO-WJKF have about 23% more city listeners than the next-best two-station combina- tion. Study our BMB figures and you'll see even more evi- dence of our rural superiority. Finally, look at onr com- bination rale and you'll discover a 'M)°J0 saving over the next-best two-Station combination! Don't be fooled about Western Michigan. Ask us or Avery* Knodel, Inc. for all the really interesting facts. ^c Earl Meadows of the U.S. did it at the 1036 Olympics. WJEF jfcdt in GRAND RAPIDS AND KENT COUNTY BOTH OWNED AND OPERATED BY FETZER BROADCASTING COMPANY Avery-Knodel, Inc., Exclusive National Representatives 40 West 52nd (Continued from page 8) by one business publication to another. What you said was particularly pleas- ant to our ears, but I'm glad to note you angled it so as to make it a tribute to all good business papers which try to give valuable and accurate informa- tion to their readers. Philip Salisbury Editor Sales Management, N. Y. OVERSEAS DEPARTMENT I am interested in American adver- tising methods for use in my firm's radio and press advertising. We are primarily in our infancy regarding advertising in New Zealand, so conse- quently, in addition to subscribing to your worthy magazine, I would be grateful for any advertising data or information you can grant me. H. E. Howard Newtown, Wellington New Zealand We are highly interested in your publication for the mutual benefit in establishing best contacts with your advertisers. Dhoomi Mal Dharam Das Chaori Bazar Delhi. India BACK COPIES In a recent issue of sponsor you had a very excellent article concern- ing the General Baking Company's use of radio. Will you please send two copies of this issue of sponsor to J. A. Reed, General Baking Company, Steubenville. Ohio? George H. \\ ilson, Jr. Program Director WSTV Steubenville. 0. We're joining the ranks of the mislayers- of -sponsor's- farm -research- series; and we would certainly appre- ciate it if you could send us the five back copies in which those articles appeared. Marjorie E. Sheldon Script and Media Director Agricultural Broadcasting ami Television Service Inc. Fort Wayne, hid. 52 SPONSOR 2. J. ARON SUGAR REFINERY, White Castle, La. In 1948, nearly 5'j million tons of sugar cane were produced in Louisiana, which also leads the nation in cane sugar refining. Another reason why WWL-land exceeds national average in increased income, buying power, general prosperity. WWL PRIMARY DAY-TIME COVERAGE 591,030 BMB STATION AUDIENCE FAMILIES 3. WWL'S COVERAGE OF THE DEEP SOUTH 50.000 watts — high-power, affording advertisers low- cost dominance of this new-rich market. Note: Coverage mapped by Broadcast Measurement Bureau. Some scattered counties, covered by WWL. are not shown. The greatest selling power in the Souths greatest city 50,000 WATTS CLEAR CHANNEL CBS AFFILIATE Represented nationally by The Katz Agency, Inc. II APRIL 1949 Buy National & SELECT YOUR PROGRAM SELECT YOUR MARKET SELECT YOUR STATIONS SELECT YOUR TIMES SELECT YOUR AUDIENCE // 'hcthcr you use live programs, spots, transcriptions, tape or film, buy national selective. Paul H. Raymer Company, Inc. kctive WHKK Akron MBS KERN Bakersfield CBS WCAO Baltimore CBS WGUY Bangor ABC WBRC Birmingham NBC WDOD Chattanooga CBS WHK Cleveland MBS WHKC Columbus MBS KIOA Des Moines MBS WDNC Durham CBS KXO El Centro MBS KFGO Fargo, N. I) ABC WTAC Flint NBC WKJG Fort Wayne MBS KMJ Fresno NBC WDRC Hartford CBS WLAW Lawrence ABC KM PC Los Angeles IX I) WLAC Nashville CBS WQXR New York IND WLOF Orlando, Fla MBS KTAR Phoenix NBC WGAN Portland. Me CBS WPRO Providence CBS KOII Reno NBC KFBK Sacramento ABC WAPA San Juan... MBS & ABC KFSD San Diego NBC KTMS Santa Barbara ABC KCOY Santa Maria ABC KWK St. Louis MBS KIHO Sioux Falls, S. D. . ..MBS WSBT South Bend CBS KWG Stockton ABC WNDR Syracuse MBS WTOL Toledo ABC KVOA Tucson NBC WTAG Worcester CBS WKBX Youngstown CBS The McClatchy Beeline Arizona Broadcasting System Radio and Television Advertising A ew ) ork Boston Detroit Chicago Hollywood San Francisco It takes a lot to cost so little I A spot announcement on 50.0()()-\vatt WBBM delivers many more listeners than an announcement on any other major station in Chicago. Ami at far less cost ! A LOT: WBBM commands an average daytime Pulse rating of 6.7 ... a 52% higher average rating than any competitor.* FOR LESS: Because it reaches so main more of your customers, the average H HUM daytime announcement delivers a bigger share of Chicago's radio homes at 37% less cost per thousand than such a spot on any oilier major Chicago station. II you're looking for a much better Chicago buy. use WBBM — Chicago - most sponsored station for 23 consecutive years. *Pulse of Chicago, Jan. -Feb. 1949, 6:00 a.m. -6:00 p.m., Monday thi'u Friday. WBBMZ Columbia Owned— 50,000 nulls cago's Showmanship Station Ill faces a big job The time has come for the NAB to help increase audiences. To enhance the public acceptance of advertising on the air. To adjust its structure and correlate its activities so that all phases of commercial broadcasting — AM, TV, FM, FAX, Transitradio, Storeca sting— are given their just due. Maybe this calls for a fed- erated NAB. To stabilize coverage data and ride herd on com- mercial research. To aggressively pitch in and help sponsors under- stand broadcast advertising. To devise machinery which will sell broadcast advertising as effectively as black and white media are being sold. There's nothing small about the air. But the NAB, despite its recent growth, is still smaller by far than the remarkable media it represents. It's time for the NAB to grow up . . . and it will take station dollars to help do it. Gorman J\. Qlenn Publisher SPONSOR Executives A good job would l»<» better if broadcast advertising were given top priority NAB staffers directly concerned with a specific side of broadcasting such as engineering, etc.. are evaluated in the section of this NAB Evaluation issue devoted to their specialities. W ithin the field of broadcast adver- tising, the stature of Justin Miller, president of the National Association of Broadcasters, hasn't grown during the past 18 months (since sponsor's first NAB Evaluation. Outside of the circle of those directly concerned with the commercial side of broadcasting. Judge Miller has assumed the mantle of spokesman for radio — for a free radio, in which he believes. Most ad- vertising and agency executives feel that the Judge is not too conscious of the sponsor's problems, nor does he appear to the ad men to be too con- cerned with their ability to sell via the air. As one account executive at an agenc) phrased it, "he reminds us of an editor rather than a publisher, somewhat in the clouds about facts." Justin Miller has changed, beyond the shadow of a doubt, the attitude of the Congress towards the broadcast in- dustry. This has highlighted the multi- headed character of the Association, which frequently finds itself walking half-a-dozen tight-ropes at the same time — trying to be fair to clear chan- nel stations, to regional channel sta- tions, and to local channel operators all at the same time. It's an associa- tion of station owners who cannot dele- gate any operating authority to an association — or to anyone, for that matter. NAB has to speak for broad- casting as a public-service, govern- ment-licensed disseminator of news and entertainment. It's also an asso- ciation of station owners who live from advertising and stay in business only because <>f broadcast advertising. The multitudinous problems of broadcasting make it impossible for any one man to be completely in- formed on all sides of the industry. As one advertising director of a multi- million-dollar advertiser expresses it, "Judge Miller has chosen, as we see it, to be broadcasting's champion astride .1 white charger. Someone lias to stand u | • foi God and counti \ . and the Judge fills the bill very well." Since the NAB cannot be a one-man inization, the advertising industry look'- to othei executives and Judg< Vlillei > Btaff to represent the < ommei i ial side of the business. The) do not feel that VI). Willard, Jr.. has lived till to their expectations. "We expected that Willard would represent the busi- ness side of broadcasting in the NAB, but we haven't noted any evidence of his functioning in that capacity re- cently." is the way one national adver- tising executive expressed himself. A divisional manager of a big drug cor- poration opined, "Jess Willard seems to have settled in the shadows, neither seeking nor gaining much notice in the past few months. From where I sit, I have no information of anything for which he has been personally re- sponsible. . . . and I'll admit that I've been very surprised." C. E. (Bee) Arney, Jr., is known as a name by most agency executives and sponsor radio-minded ad men. His job of secretary-treasurer doesn't require him to be in the spotlight, except at conventions when he runs the show. Comment was refused on Arney for the simple reason that too little is known personally about him at adver- tising agencies and advertisers. Broadcast advertising Quotes: "Judge Miller has increased broad- casting's stature during his tenure of office, even if he hasn't done too much to help broadcast advertising." — Divi- sional advertising manager of a Mid- west soap manufacturer. We've judged Judge Miller and not found him wanting." — V.p. of a top- ten advertising agency in New York. "It's time for Judge Mil'er to go commercial. He's been sustaining long enough." — President of a gas and oil firm. "I'd like to know just what niche the president of the NAB should fill. Only then will I be able to judge if its present incumbent fills it adequately." — Radio director of a Midwest food manufacturer. NAB has a ball of fire in Mitchell. Hut he's onlv one man. He needs a bureau Broadcast advertising isn't just a matter that can be handled by a de- partment of the NAB, no matter how fine a commercial-minded director heads up the operation. It must be the total interest of an entire organi- zation. Maybe the organization can be part of the NAB. and maybe it will have to be a corporation organized and operated for the sole purpose of pro- moting advertising on the air and of bringing the news of broadcast adver- tising to non-radio users. This is how a vast majorit) of sponsors and agenc) executives feci about NAB's Depart- ment of Broadcast Advertising. Agencymen point to the fact that just as it was found necessary for the \ \I5 finally to organize the All Radio Presentation into a separate corpora- tion to control and spend the $125,000 collected for this particular promotion, just so i> it necessar) foi the depart- ment of broadcast advertising to op- erate as the newspaper promotional ac- tivity does — as an organization with only one purpose, the promotion of all phases of broadcast advertising. Ad- vertising men generally feel that the tempo of NAB's Department of Broad- cast Advertising has been stepped up since Maurice Mitchell took over the reins. The department was without a director from Februarv to October. I'M.", Several in sponsor's panel have heard at least one of Mitchell's talks al Memphis or Jamestown (N.Y.) and feel that he's an aggressive proponent of advertising on the air. The onl) fault thev find with the operation of his department is thai he is practically mistalTed. I p to recenth Miss Lee Hart. NAB's retail radio authority was the entire Mall. Now Charles Batson is moving up to work with Mitchell and this will help, but it will still leave the department one man slioit of what 58 SPONSOR &lcmda/id & sensational THE J^ r SuilMI R STAR SHOWS v4n Integral Part of the Standard Program Library THE MIIIIA1IY WITH Till. COMMERCIAL TOUCH' to the ll'IITIOJ . DISCS ^bj^k rcrNrcHY 'Jt&a* !»«»■ Standard Radio does it again . . . tops its long-stand- ing record of showmanship with a group of brilliantly written and professionally produced programs which take their musical content from the massive Standard Program Library itself. . . ami are available for im- mediate and continuous sponsorship! Come in and hear the special audition discs . . . see the impressive literature which we have created to describe these shows . . . and let us tell you how these and other selling aids can help you make the most of "the library with the commercial touch!"" TRANSCRIPTION SERVICES, INC. HOLLYWOOD . CHICAGO NEW YORK > All CONVENTION APRIL «-i:i Iej mwjqetiowe k-nuz (KAY-NEWS) BRINGS YOU MORE LISTENERS PER DOLLAR IN HOUSTON MORE BUYERS FOR YOUR PRODUCTS AT LOWER COST ... for proof write for Hooper and other marketing data . . . NATIONAL REP. FORJOE & CO. Dave Morris, Gen. Mgr. k-nuz 'Your Good News Station' 9th Floor Scanlan Bldg. HOUSTON 2, TEXAS it was when Frank Pellegrin (now with Transitradio) headed the op- eration. '"Broadcast advertising must be sold every day of the year, 24 hours a day, and in all 48 states of the Union.'" i- the way one pro-radio president of a wax concern put his reaction to the job that awaits an all-out sales promotional effort for radio, television, storecast- ing, and transitradio. not to mention I \\. Selling broadcast advertising is not alone selling radio at a national, re- gional, and local-retail level, but it is making certain that it's implemented by aggressive publicity and promo- tion. No form of entertainment exists by itself. Without glainorization, spot- lighting, and being placed in a proper setting broadcast advertising is forced to make its way — the hard way. Pro- motion of broadcast advertising not only means selling broadcasting as a medium, but also selling the medium itself. Sponsors and agencies that know what Maurice Mitchell has done, re- gard it as a good job. They object only to the fact that it's a good one- man job, whereas it should be a good multi-man effort. They feel that Mitchell ought to be directing a great team made up of a man from each of the hundreds of successful broadcast- Code ing outlets in the United States. They feel that the coordinated efforts of hundreds of promotion men directed by a realist like Mitchell could be a major factor in educating thousands of prospective advertisers on the im- pact of the air. Even with a budget as big as that made available by news- papers for promotion (over S 1,000,- 000), it wouldn't be possible to do the job without the army at the local level. \ \l'>'s Department of Broadcast Advertising has an open door to the business of America. Its great fault is that it doesn't use it often or con- sistently enough. Quotes: "I haven't had a promotional piece of literature on broadcasting come across my desk in nearlv two years. Everything I see about radio has either a network or station byline. It's time for some real industry promotion, and I don't think that a motion picture is more than an attempt to sell the medium." — Advertising manager of a far-West soap manufacturer. "Let's not talk about broadcast ad- vertising. Let's sell it." — Sales manager of an advertiser with a $10,000,000- plus budget. Is there any point to standards without en forcenienl ask advertisers, agencies The NAB Code, or, as Justin Miller prefers to have it called, NAB's Standards of Practice, will not be lived up to by members of the Asso- ciation. That summarizes the reac- tions of both advertisers and agency- men checked |i\ MMINsiiK. Until groups are not against the SOP, but they are of the opinion that there is onlv one way to make advertisers and agencies live up to rules and regulations, and that is by putting teeth in them. As the Standards now exist, it is the NAB stand, as staled h\ Judge Miller, that "oui problem is to find w.i\- and means to go as far as we can in securing implementation of the standards without inviting prosecution imdei the anti-trust law- for operations in the resti ainl of trade." Politely, agencymen and advertising executives say that Judge Miller's standards statement doesn't mean a thing. States one copy man. "We're certain that no advertising man worth his salt is going to be guided by standards of practice which aren't practiced. You either enforce a code or you don't. It doesn't matter if one publication permits you to make an) claims you want to, as long as the publications in which you're placing voin eopv insist on their own rules and regulations. ^ on abide by the dictums laid down by each individual publication, station, or network. It would be easier to have a set of rules that all would observe, but in the cur- rent competitive era that's not the way it's going to be. It's my feeling that on an industrywide basis you either enforce standards or forget them. 60 SPONSOR Ik BILL ELLIOTT SHOW GOES ON THE AIR... MAY f THIS TRANSCRIBED SHOW K£ AND '*•> PROMOTIONAL PACKAGE BEING SOLD DIRECTLY TO BAKERS ONLY. Here's a radio show that is for bakers only. Produced by "Wild Bill" Elliott, America's Num- ber one cowboy star and Al M. Cadwell, past president of the Tri-State Bakers Association the package includes newspaper mats, point of purchase material, 24-sheet posters, etc. Be- cause it is a complete promotional package and not just a transcribed radio show, it is being ^ * sold to bakers direct. This merchandising plan means quick time sales, satisfied sponsors and trouble free supporting promotion. If you know of a baker in your territory who is looking for an outstanding radio show and promotional package, please advise us. Many territories being closed daily, don't delay! WRITE WIRE PHONE BILL ELLIOTT EIITERPRISES, lilt. 91GS SUnSET BlUD.. H011VUI00D 4G. CHLIF I APRIL 1949 61 djAR "Judge Landis didn't ju>t happen l\ cope with the problems presented l<> advertising and advertising mal- in baseball, and neither did the Ha\~ b) bad broadcast advertising. 1 feel practices as all other forms of selling office, in Hollywood. Motion picture thai tin- \\\\ will have to develop and must be regulated.'" President of rules and baseball regulation- aren I observed voluntarily, and 1 don't think broadcast advertising standards are going to be upheld without sanction-. Sponsors would prelei a well-defined set of rules and regulations so thai they'd have a clear idea of how tin \ must use the medium. To have each station or network decide upon its own standards can lead, they feel, onl\ to chaos. That it hasn't thus far is at- its own enforceable code of good taste. Television i> at least twice as open All-Industry promotion a Madison Avenue agency and mem- ber of AAAA Board of Directors. SI 25.000 f«r fiflin is a jjood start, but it can't be 4*oiiKtrBi doesn't come up with a Standards of Practice that adequate- a timebuyer of a Madison Avenue (N.Y.) advertising agency who adds "Let radio put up or shut up." "While the YAH has been talking about promoting broadcast advertising through an All-Industry promotion, newspapers have been taking money awa\ from radio by actually pro- moting their medium." explains a media man. This executive pointed to five specific campaigns that he feels should have gone to radio but which have been shifted to black and white. His job. as he explains it. is not to \ lvWTTS BtOOMINGTON, INDIAN; (The Home of Indiana Unive IT'S BRAND NEW! (A Kt-GIONAL STATION) y) NOW SERVING SOUTHERN AND CENTRAL INDIANA 1000 WATTS DAY • 500 WATTS NIGHT 1370 K.C. GLENN VAN HORN, General Manager And coming soon STATION WTTV Until our National Representative is announced write direct for rate., and furthur information RjiDIO & TELEVISION CENTER BLOOM, NGTOM, INDIANA OWNED AND OPERATED BY SARKES and MARY TARZIAN "if a client wanted to use a medium that I knew couldn't produce for him, I'd fight like hell to get him on the lucky side. In most cases however newspapers well used can do effective advertising for most ma-s products, although I personally feel that broad- cast advertising can do it better." Sponsors and agencies generally have their fingers crossed on any industry-wide promotion of an adver- tising medium that costs only $125,000. "Even if Victor Ratner, CBS v.p. who is writing and directing the all- industry motion picture is a genius, and there arc some who swear he is, I still feel he'll come out only with a picture that cost $125,000," emphati- cally states an advertising manager who spends nearly a third of a million on commercial motion pictures each year. This ad manager also pointed out, "I'd be the last man in the world to stake all my promotional dollars on a motion picture, even if I had all the TV stations in the I nited States show it once a week.' A large number of agency men are of the opinion that you just can t pro- mote an advertising medium through a motion picture. One expressed him- self this wa\ : "Promoting an adver- tising medium is a continuous job. \ motion picture ma) be part of the campaign but thai is all. It must never b< the heart of the promotion because at the best it's w indow dressing. Vnother advertising executive in t In- same vein stated, "Show me a product thai was put over b\ a motion pic- ture and I'll admit thai perhaps a motion picture can sell an advertising medium. I don't know of a single product thai has ever used the screen as a basic advertising medium. Some sponsor and agent \ officials 1 1 'lease tarn to page 66) 62 SPONSOR EXCLUSIVE BROADCASTS OF THE WITH BOB ELSON AMERICA'S LEADING BASEBALL ANNOUNCER all of the 1949 games . . . both home and away ... of the Chicago White Sox exclusively on Stations WJJD and WFMF. All afternoon games will be heard on WJJD and the night games will be heard on WFMF. 50,000 WATTS 33,000 WATTS MARSHALL FIELD STATIONS, REPRESENTED NATIONALLY BY AVERY-KNODEL II APRIL 1949 63 ^ M PRESENTS AN EXCITING NEW Q£. DRAMATIC PROGRAM WITH A **« mmmmm \ A TERRIFIC HIGH-HOOPER HALF-HOUR SHOW THAT YOUR SPONSORS WILL LOVE! O. Henry has created one of the most loved and most feared heroes of American literature — famous on the screen — in books — on the air! IN MOVIES! The only Western ever to win the Motion Picture Academy Award! Six big-budget pictures re- leased each year by United Artists. goooooooDOOoioBoeoooaooDOOooooooeieoooBDa MOST SENSATIONAL SUCCESS STORY EVER OFFERED FOR LOCAL SPONSORSHIP! Interstate Bakeries (1948 gross: $58,724,649) say: "The CISCO KID has certainly sold a lot of bread for us. We have never seen our sales force more enthusiastic. This applies to our grocers also. Enclosed find our renewal for six additional years." ^SCCOOQCCOCCCOSCOQCOOCOOCCCCCCCCCOSCCCCCoS ON THE AIR. Cisco has every- thing: Adventure — humor — drama — romance — heart appeal. Every member of the family loves CISCO! SENSATIONAL HOOPERS! January 1949, Pacific Hooper: 8.6. Consistently averages higher than any show primarily designed for children. "THE CISCO KID appeals to a tremen- dous adult audience" .. .say Interstate Bakeries. SENSATIONAL PROMOTIONS! Buttons masks, truck posters, membership cards, teaser ads, sombreros, neckerchiefs, store displays, let- ters, post cards — complete localized campaigns. LONG-RUN GUARANTEED! Three years of CISCO KID half-hours have al- ready been produced on a 3-per-week basis. Duncan Renaldo plays the "Cisco Kid" in movies that are regularly released by United Artists Pictures. SEE ZIV'S GREAT EXHIBIT- N.A.B. CONVENTION SUIT SATIOHAL RCC WHAT IS HAPPENING TO KID SHOWS?" Write for this sensational analysis. It's an eye-opener! flBttfjf «"c*GoC,"Cfmri 501-5O1A, HOTEL STEVENS, CHICAGO He Mows Dull Moments With a Sharp Eye Something's always popping when he sharpens his weapons, rolls up his voice, and goes t<> work. His pointed remarks aboul the top of the news from Washington are heard by a loval roast-to-coast audience five nights a week. His listeners love to hear him ""mow "em down." His whetstone i- a powerful urge to get to the bottom of tilings and he cuts a wide >wath through the underhrush of fancv to gel at the facts behind the news. \\ hethei f. inning in Maryland or tilling his Washington newsbeat, his down-to-earth approach reaps a rich harvest. Currently sponsored on more than 300 stations, the Fulton Lewis, Jr. program i~ the original news "co-op." Il offers local advertisers network prestige at local time cost, with pro-rated talent cost. Since there are more than 500 \ll!s stations, there may be an opening in youi city. If you want a ready-made audience for a clienl for yourself), investigate now. Check your local Mutual outlet or the Co-operative Program Department, Mutual Broadcasting System, L 440 Broadway, NYC 1 8 I oi Tribune Tower, Chicago, 1 1 ) . ALL-INDUSTRY PROMOTION (t ontinued from page 62) have concrete suggestions on how- radio could do an all-industry promo- tion using its own medium as the keystone of the promotion. They in- sist that any promotion of broadcast- ing which does not include broad- casting just doesn't make sense to an advertiser who is being asked to use the medium. Other promotion men insist on ask- ing "What can you do with $125,000 aside from making a good motion pic- ture?" They answer their own ques- tion by saying "nothing." While most agency and sponsor executives are not basically interested in radios All-Industry promotion they will discuss at the drop of a hat 0) even without the drop of a hat what the industry should do to pro- mote itself. There's universal agree- ment in the need lor broadcasting to re-sell itself as the low -cost advertising medium — to show how great indus- tries have deyelopcd through the air. \gency executives particularly want broadcast advertising promoted so that their recommendations to client* yvill fall upon fallow ground. I he objective of the All-Industry promo- tion is endorsed by all pro-radio agency executives. This objective, it hasn't been restated recently, is to condition the policy executives of great corporations to what broadcast adver- tising can do. The man at the top is seldom an advertising man and less frequently a radio trained executive. If he isn't sold, radio just doesn't get its share of the advertising dollar. Quotes: "'Start raising more money at once, that what the NAB ought to do for the All-Industry promotion." Automobile advertising director. "'Since the industry is coinmited to a motion picture, make it. use it. but have it part of the campaign not the cam- paign." Advertising manager of a big regional soft drink manufacturer. "Will someone define 'All-Industry' for me. Will it include I'M. TV, I \\. storccasting and transitradio?" President of New York-Chicago and Hollywood advertising agency. "Promotion is effective only when it's done not talked about. Business manager of a top advertising agency. 66 SPONSOR Public relations Consumer <*on<*<*pt of industry bettor. A»<'in'v and sponsor relations sketchy The consumer has had his ideas of the hroadcasters' association developed on the favorable side. They have had little time to trace reasons but men at sponsors and agencies state that they find men and women, with whom they come in contact outside the trade, feel that the National Association of Broad- casters is an honest and progressive coalition of station owners. Advertis- ing men frankly state they do not know the reasons for the favorable public reaction to the NAB but they know it's there. "The NAB. in the public mind, seems to have traveled a long, long road from the days when James Law- rence Fly built a picture in the con- sumer mind of the NAB as a stagnant body of putrid water," points out the public relations head of one of the nation's greatest food corporations. "This," he continues, "in turn makes the listener more favorably disposed towards broadcasting stations and that's all to the good." Just as there is almost universal agreement on the improved public ac- ceptance which the NAB has achieved, there is the opposite reaction to the NAB's trade relations and its trade paper relations. Apparently the ad- vertising trade press has been open in it- objection to the "pipe-line" which one or two trade papers have had into NAB confidential meetings and this has reached advertising managers and agency radio personnel. "I don't think thai the NAB has done a good trade relations job with agencies and advertisers," explains a West Coast agency official. "I for one seldom take at its face value any statement released by an NAB official. I even look a Judge Miller statement between the lines, wondering what he's trying to peddle. And I'm fairly cer- tain that I'm not alone in this. I think that Robert K. Richards has more to do than he can handle but nrTi failing in its trade relations. "1 know that it was not the responsibility of the NAB to handle the press rela- tions of the BMB since the latter had its own publicity director," he stated, "hut even if Bob Richards had to pro- tect the association through a back door handling of BMB trade-paper relations routine, I still think he ought to have done it." "The publicity director of a trade association takes the short end of everything. That we all know," ex- plains the v.p. in charge of public re- lations of a leading agency. "When the association has a good press, it's the result of master-minding by the president or executive v.p. When the association is being tarred and feathered, it's all the fault of the press agent. I hope they're paying publicity director Richards enough to make the abuse he has to take worth while." This v.p. reflected the feelings of many agency executives in the public relations end of the business. Said another leader in the field, "The NAB should have, just as the networks li;i \ <-. a man whose job it is to handle trade relations exclusively. I know he'd have to be a more experienced trade publicity man than most of those at the networks < in t didn't record some re- tail success stories along with all the facts, and make them available on disk to stations. "All that has to be done," claims the ad-man, "is for the station with an unusually good retail job to record it off the air and send the re- cording and the sales story to NAB. bee Hart I NAB retail director) could then (heck the story and do an oral presentation together with a dub of the program. Pressings could then be sent to stations at a nominal cost, and all th«' station would have to do is to trot tin' disk and playback into pros- pects' oiln es oi stores. That's the type of service agency iiicn know would he a gnat help for ^ t a I i < > 1 1 - at a minimum cost. It also would help the small agency that wants to get more clients on the air. Most advertising men do not feel that the Joske department store experi- ment has produced as it should for radio. They don't understand why a controlled test like this didn't convince countless stores to come to the air. What they fail to appreciate is that most department-store promotion men and women are black - and - white trained. What's needed, explains an outstanding authoritv in the retail ad- vertising field, is "some way to train the young man or woman who is go- ing to make retailing a career, in de- partment-store broadcasting. It's a long-term operation, but it would re- sult in more intelligent use of radio by store men. I'm certain," he con- tinued, "that several of the schools of retailing could be inspired to add a radio-advertising course." "One of the great faults of broad- easting." explained one owner of a chain of 100 retail stores, "is that it's afraid to accept advertising that's placed on a result basis. For some reason, during the early days of radio broadcasters got the idea that the air wasn't a good selling medium — that it was best as an advertising medium that produced over a long stretch. That's not the truth, radio can produce as quickly as an ad in any newspaper -but it must be used correctly to do it." This retailer, with tough competi- tion, wasn't interested in telling how- he did it. Quotes: "No one has yet proved to me that broadcasting is a good retail adver- tising medium. That's a reflection on someone, isn't it?" A specialty shop owner in up-state New York. "I tit i 1 the \ \B has helped enough stations sell department stores to make a good ease. I'll stand by and buy newspaper spare. Giant market- owner on Long Island. "\ \l'> 's failure in the local-retail advertising promotion field is because it's far removed from actual retail merchandising. They've never helped Sam sell a pair of pants."' Advertis- ing agency executive from Birmingham. 68 SPONSOR Rimzviis WITH STORIES ANECDOTES POEMS MUSIC TRANSCRIBED FOR LOCAL OR REGION- AL SPONSORSHIP. QUARTER OR HALF- HOUR PROGRAMS FOR BROADCAST ONE TO FIVE TIMES WEEKLY CONVENTION HEADQUARTERS STEVENS HOTEL 512-513 David Ross' brilliant narration of stories and poems leads into beautiful music from the pens of such masters as Gershwin, Hammerstein, Berlin, Porter, You mans, Victor Herbert, etc.. to create a mood of heart-warming remembrances. Let the distinguished David Ross, with his warm personality go to work for you. He will deliver the audience with his friendly, jovial, soothing manner . . . provide better listening and better entertainment. New York - WOR NOW on the air in: Boston - WIS AC Toronto ■ CFRB Exclusive rights granted. For full information and an audition disc, Write, Wire or Phone today. 19 EAST 53rd STREET at Madison Avenue J/zt/i/Uf S . {foxrdrn\\ Study #2 of the BMB comes out may be credited to Baker, but not what has gone before. He is the BMB acting president now. The NAB research budget has been very small, and Baker has had to per- form miracles on short-order rations. His function to a large degree has been to do research for other depart- ments of the NAB. rather than to function as a individual entity. Agencies and sponsors Feel that the NAB could perform a much-neede I service by eliminating dnpllcati if research services which they have to buy. Several research executives at agencies feel that it is within the func- tion of the NAB to set research standards for its stations. They point out that at least one research organiza- tion continues to function with sta- tions, despite the fact that too few sponsors or agencies lend credence to its findings. This same research group is not permitted to operate in certain states, it's claimed, because of unfair labor practices. These agency men state logically that this firm couldn't be in radio if the NAB set research standards. A seal stating that a research study was conducted under standards ap- proved by the NAB would go a long way towards improving agency respect for station-inspired studies. Even some formulas of the top researchers for stations arc open to question and th< stations9 use ol the figures i^ ques- tioned c\ en more by timebuy ers. "Ken Baker knows most of the an- swers," explains one agency man. "II he were given free rein, I'm certain that station research would be im- proved over night.'' "Put Ken Baker to work on research studies to help broadcast advertising," stated another agency researcher, "and I'm certain there would be more broadcast advertising on the air, thai - part of NAB's job." Because Baker has such a small bud- get, another agency research man pointed out, his studies tend to become old before they're released. "I'd be interested," says this researcher, "in a current station program log analysis, but I won't be interested in Baker's report on the logs of November, 1948, when it's released. It'll be old hat, and won't mean a thing because so many/ changes will have taken place during the months it has taken him to pre- pare the findings. Research is new and fresh, or it isn't worth doing."' The fact that Baker is currently doubling in brass between the job of NAB research director and acting president of the BMB makes most A Name to Remember... And A Program That Keeps Merchandise Moving KENNY SARGENT'S Platter Chatter 11 to 11:30 a.m. segment CST* Saturdays only now available WHHM Sta. B. Sta. C. 7.3 6.5 4.1 Sta. D. Sta. E. 2.0 1 .2 Sta. F. Sta. G. 0.8 0.8 Source: Latest Hooper Continuing Measurement Patt McDonald, manager Member Association of Independent Metropolitan Stations *Ask your For/oe & Co. man about this program and others WHHM Independent — but not Aloof Memphis, Tennessee H II APRIL 1949 71 agency men wonder how he will be able to pay any attention to NAB re- search at all. They admit, however, that for them BMB is more important than anything else that NAB has done researchwise, and so they're willing to forget an) standards setting 1>\ N \B for the time being. They hope that Baker will be able to keep BMB alive, and that he'll fight it being sold to any commercial re- search outfit, no matter how good the outfit. Ken Baker is on tin- l!\ll! >|><>t with agencies and sponsors. Quotes: "Reestablish the BMB with stations, and I'll credit Ken Baker with saving millions in advertising for stations. "- Research head of a soap firm. '"Without well-seated research, broad- cast advertising must flounder around. When the NAB gets BMB going, or finds another way out, I hope it will turn to setting industry-wide coverage i 'xarch standards."- Research head of a Midwest cereal company. "I think the NAB could well get back of what N. C. Rorabaugh is do- ing in reporting (spot) selective broad- casting so that we'd have the facts to place market-by-market broadcast ad- verstising on a plane with network operations. Media director of one of the top three agencies in New York. BMB ^rso^Y one °* m Buyers need it, want iU are willing to assist in financing it. if necessary Advertisers generally feel that the NAB has not been too forthright in its handling of the Broadcast Measure- ment Bureau and station coverage re- search in general. "It has tried to satisfy everyone, and has succeeded in making nobody really happy," is the way one agency research department manager para- phrased his own organization's think- ing on how the industry's association has supervised the tripartite circula- lion-ehecking organi/at ion. Both sponsors and agency men fear the possible void which might occur if BMB were permitted to pass from the research scene and not be replaced by another cooperative research enter- prise of like complexion. They know that there are powerful forces at work within NAB to permit BMB to die a natural death. While they want to keep the measurement bureau alive, agencies fear that they will be asked to become one of the tripartite con- tributors, as well as a tripartite spon- sor and director. This, as reported previously in sponsor, might mean that the advertising agency would not only be paying its share of BMB ex- pense, but the share of its clients as well. This is because most important advertisers feel that media research expense is logically the burden of their agency. While many agencies fight this pass-alonu-t he-expense routine, the biggest advertisers on the air have been forcing their agencies to pay not <>nl\ straight media research costs, but also, in some cases, marketing research i \penses w here the mat keting infoi (na- tion is tied up with ad buying. \gencies and advertisers without exception want the BMB to be a sta- tion - and - network - supported research operation, but they will, if pressed, kick in In the kill\. The research echelon of the advertising profession does not feci thai broadcasting ob- tained value received Eor the million- • I ■ -III r pin- which il paid foi HMB Stud) — I . and hopes for the research validit) <>f Sm\e\ — 2. at least the more definitive sections "f the report. States the research director of a Rockefeller Plaza advertising agency, "People like to be part <>f a radio -iud\ . I feel certain that much more information can be obtained from a 'ballot type' of survey than is asked for in a BMB survey. This extra in- formation might be made available to agencies and sponsors at a special fee. Thus the operating costs of BMB could be met in part from byproducts of its annual circulation reports. It makes little sense to maintain a vear- round organization to make a bi- annual survey. BMB should be a permanent research establishment. It's difficult to gauge the real en- thusiasm of sponsors and agencies for the continuance of BMB. Ad men are notoriously cynical about any service — research or otherwise. Yet there are very few timehuyers who don't want it known that without BMB figures selective radio must suffer. "If we go back to crystal-ball time buying there will be a great deal less of it," is the belligerent comment of more than one media man. There is no constant threat in radio research like ASCAP in the musical end of broadcasting. Thus, while BMI goes along its merry way with over 2.000 subscribers, BMB hasn't had the same "smooth" sailing. If every sta- tion had to have coverage research, and there was only one other source of this service. NAB would have an easy time keeping BMB going. Quotes: "Circulation figures are as impor- tant to broadcasting as they are to publications. Let's keep BMB alive some way or another." Media direc- tor of a mid-west soap firm. "Let's not dodge the issue. NAB must keep the objective of BMB alive." Time-buyer who spends over $10,- 000,000 in selective radio. ' 'Who's mi fust' circulation-wise ia a constant question. BMB can be an effective umpire, and \ \B can con- tribute effectively towards keeping the flame burning." Meat advertiser in Chicago. "Death will come to main a time salesman, if BMB is permitted by the \ \l'» to be buried." V.p. of one of the first ten billing advertising agencies. 7? SPONSOR except Westerners brought up on the Coast have mastered the Saturday sport of surf-riding. Required are a beach which slopes gently into shallow Pacific waters. The swimmer starts as far as 800 feet out, springs into a breaker at just the right second, lies flat on the crest, and skims back to shore, balanced perfectly, face over the roll of the wave, heels in its flying spindrift. -^ / • ^ have mastered the ten-State Western Saturday sport of gathering around their radios— 28'» more than on other weekdays, specifically. The average number of listeners per set, Monday through Friday, is 1.68— but on Saturday, it's 2.12 persons. Other points: the sets are blanketed by the 33 stations of the NBC Western Network . . . and there are a few available Saturday periods on the No. 1 Network in that West. The conclusion is obvious to an advertiser who wants his message heard most by most of the people as it rides the airwaves. listening's first on a western Saturday over NBC WESTERN NETWORK HOLLYWOOD . SAN FRANCISCO a service of Radio Corporation of America Programing Despite dinars and talks. \ Alls service on improved programing remains small Sponsors ami agencies look to the \ \l! to improve local programing. This, after all. isn't the province of the association. It's a trade association of stations, not a group of owned or con- trolled stations. \ time|>u\er recently checked the ownership of a large num- ber ol stations, and discovered that more than half of them were controlled l>\ men who knew nothing at all ahout showmanship. They were real-estate executives, insurance men — in fact, everything but men who were sired in the theater or newspaper business, rhat's what's wrong with broadcasting, these timebuyers contend. Actually, ownership of a station has nothing to do with the showmanship or promo- tional sax \ \ of the operation. Good program men can be employed -and Frequently are — by station owners. Among the questions asked by spon- sors and agencies is why there isn't a more active barter of program ideas by stations - and why NAB doesn't establish a program exchange. Since many stations are in the same town, it's questionable that a program exchange would work. Harold Fair has gone further than previous directors of NAB's program operations in that he has issued a list- ing of available transcribed program material to stations, and has further plans to service program needs of members. His recognition of the sta- tions* need of program assistance is best evidenced by the fact that the NAB under his direction is holding a three-day program clinic at North- western University in June. Program directors are usually left at home at convention time, and a special meet for them is as unusual as it is neces- sary. Agencies particularly want the NAB to spread the good word about what has been learned about program sche- SEEING IS BELIEVING! Above you see part of the 88,342 pieces of mail Ralph Powers received between January 17 and February 26, 1949 — in just six weeks! Why don't you take advantage of this huge, responsive audience? Call Joseph Hershey McGillvra, Inc. now! WBMD -BALTIMORE 750 Kc. 1000 Watts Non-Directional duling. They complain that station after station continues to destroy pro- gram mood sequences 1>\ inserting shows that don't fit into a block se- quence. ■^ ou would think," explains one agency radio director, "that by this time a station would realize that put- ting a disk jockey in the midst of a block of daytime serials is a certain way to chase an audience. Neverthe- less, we have constant battles with com- mercial managers of stations to per- suade them not to put our daytime clifT hanger with a disk jockey skein." A station answer to this came from a Denver manager who had to fight with an agency six months before he was permitted to record a soap opera off the line in order to air it in a dramatic block instead of in a musical sequence in which it fell when it reached him from the network. Pro- gram-smart agency executives want stations educated to good programing practices, which they claim isn't being done. Harold Fair goes along with the idea, but for each station mishandling of programs he can quote five exam- ples of agencies forcing bad program- ing on stations on an "or else" basis. It's true that stations by and large are not too program-conscious, but that's frequently as much the fault of advertisers as it is of the stations. The NAB has a big job ahead of it — pac- ing the programing of the nation s stations, and it is true that thus far the pacing hasn't produced results that agencies can applaud. Quotes: "I know that stations feel that we want good programs, and then buy announcements, but we've found it too tough to find enough good shows. Maybe the NAB program department can list program availabilities for us." Radio director of medium-size ad- vertising agency in Philadelphia. "As far as I can see, the NAB hasn't helped station programing. ' Timebuyer of a large Chicago agency. "Most clinics are attended 1>\ the wrong people. I fear that's what hap- pens with NAB's program sessions at the districl meetings." Media man of New Orleans agency. "I'll be frank. I don't think the \ \l! can do a darned thing about Station programing. Networks cant even do it with their own stations. "- President of an advertising agency who's radio minded. 74 SPONSOR NAB BMI Tho industry *s music* liwnsing set-up is building stature. l»of h in radio and TV ''Let's face it. BMI is here to sta\." Sponsor president who is musical- minded. "" \n\ association activity that ac- tually makes money for an industry is worthy of nothing but commendation. If I understand the facts correctly, BMI is receiving money from non- broadcast licensing of its catalogues, a> well as from radio. That's "food."- Sponsors and agencies have a little everyone should be happy." — Radio more respect for Broadcast Music, Inc., director of an agency producing than they had IB months ago. This five network musical programs, doesn't mean that they are happy with "I use a great deal of folk music, the number of popular successes which and I love BMI." — Assistant radio Former association executive, now ad- the industry's music corporation has director of an advertising agency with vertising manager of a large food uncovered or developed during the clients appealing to rural areas. company, period. There is, however, a growing realization that a substantial part of the music on the air is in the form of "standards," "folk music," and the classics. Thus, advertising men, in spite of themselves, are impressed by the more than 7,000 local airings per year per station 1 1948 ) of BMI li- censed musical selections and the over 14,000,000 performances during 1948 of BMI music. Recently a number of agencies and several networks programed "dry runs" of BMI-only musical shows to see if they could be made entertain- ing. The results of the "dry runs" are said to have been "entirely satisfac- tory." The same tests have been made for TV, for it is anticipated that ASCAP and the broadcast industry may not arrive at satisfactory terms on "grand rights," which type of rights are said to be necessary when- ever a television camera scans any- thing beyond the straight singing of a song. If a song's acted out, that's an ASCAP "grand" right. If someone dances to music, that also may be construed as a "grand" right. BMI contracts (and credit for this goes to legalist Sydney Kaye, who devised contracts that give BMI both radio and television licensing rights) include the rights for visual as well as oral presentations on the air, and thus broadcasting has a hedge against TV license trouble with ASCAP. BMI's television department is help- ing a number of small agencies in their musical production problems, and most commercial producers of broadcast musical programs admit that BMI's indexing and cross-index- ing of music is a great help in building programs which call for a substantial amount of music. Quotes: "BMI is one of NAB's most effec- tive instruments. It's saving us money. Now if it only can produce real hits II APRIL 1949 75 HAB Rate cards GG10G®®® /DIM MS Sunday 9 to 1 2 Noon WIND 19.4% Network A 12.5% Network B 12.4% Network C 10.1 % Network D 7.9% PULSE Jan. -Feb. '49 WIND OKC 24 hours a day J DELIVERING A TREMENDOUS 3 -CITY MARKET: IUUMONT ■ OBANGE • POUT AtTHUl and Ida Kick Gulf Cooil Irn. Now 5000 Watts DAY and NIGHT — 560 Kilocycles KFDM New jfudi'os! New power/ All designed to give you a more terrific impact on this wonderful market— NOW, FIRST in the nation in chemical production! Strong, too, in agriculture, lumbering and ship building. Steady, diversified employment keeps folks here in a buying mood! Reach them with KFDM, the ONE station de- livering this rich 3City Markell Studios at Beaumont. Texas gj^L. AMERICAN BROADCASTING CO. Hf / JS~ end lk> LONE STAR CHAIN Reprticnttd By FREE and PETERS. INC. Timebuvers point out \ All has not yet secured adoption of standardized eards Standarized rate cards in a number of acceptable variations were presented to the broadcast industry at a NAB convention several years back. Sta- tions were urged to adopt them — to use the "approved form" when reprint- ing their schedule of fees. Everything seemed greased to assist tiinebuyers in using the cards. And that in many cases is just where things still stand. The approved forms were made available, some networks and stations used them, and the rest of the stations went right along doing as they had been in the past. The criticism has been made a number of times in this evaluation of NAB activities that many fine things start with the NAB and then nothing happens. Timebuyers (and rate cards a fleet them most) state that only a supervised promotion would make sta- tions use standard forms of any kind. "It has become a point with me to seldom use a rate card," explains one timebuyer. If I can't find what I want International in Standard Rate and Data, I call the station's representative and ask him to work out my rate problem. Most stations waste good money producing a rate card that practically no one uses. They should save the money and send me a Christmas card." Despite the fact that stations like to be individual, the need for a standard rate card could have been brought home, if after the committee present- ing them had given birth, some other committee or the same group, accepted the project of getting the standard form used. Nothing happens bv itself. It takes hours of painstaking follow up to achieve any form of industry unity. Timebmers generally state they'd just as soon have no rate cards, if they can't have standard cards, and they'd just soon use a printed compilation like Standard Rate and Data if onl\ Standard could persuade the stations they list to standardize their informa- tion. XAB's renewetl interest in world-wide radio lias approval of export men International broadcasting directly concerns only a few sponsors and agencies. International allocations of wavelengths may on the other band affect all who use broadcast time. Thus sponsors are interested in fact that \ \li has begun to more actively con- cern itself with the international scene. For the most part it's the export men at sponsors who arc interested in what the \ \T> will do when the next confer- ence on ihe \orth \merican Regional Broadi astinjj \greemenl I \ ABB A I is held in < anada in September. These men know that business with Latin America often reflects what happens ai these broad* asl i onferences, as ii did during the recent conference on international allocations in Mexico ( il\. VtualK what happens at \ Mi- ll \ has a more impoi tant beai ing on I ideasting in the I . s. than it does mi international relat s. There are some advertisers thai see in the NAB's participation in UNESCO ((inferences, in its support of the Inter-American Association of Broad- casters, and its decision to issue a primer on what international alloca- tions mean to I . S. broadcasters an important step towards removing the barrier that separates international broadcasting from U. S. airings. "Am thin» that the \ \B can do to remove the shell that covers so many Americans is all to the good," ex- plains one sponsoi who is looking far ahead into the future. "There is no medium more international than broadcasting - no state boundaries, mi custom barriers stop the flow of the radio wave. If the N KB can make I . S. broadcasters realize this, it will have made substantia] progress. Mike Hanna (outstanding liberal among broadcasters) heads the com- mittee which i- planning the prime] which i-. saj advertisers, a good sign. 76 SPONSOR the trend in Cleveland listening I + 18.3% WGAR WGAR WGAR WGAR WGAR WGAR +.01% STA-C OCT. '47 THRU FEB. '48 versus OCT. '48 THRU FEB. '49 STA*B STA«D STA*E STA-B STA-D STA'E STA-B STA»D STA-E STA-B STA«D STA*E STA*B STA-D STA-E STA-B STA*D STA«E STA'B STA'D STA-E -17.2% STA'D STA»E i'\ STA'D STA'E -21.7% -21.9% TWO STARTLING FACTS YOU SHOULD KNOW ! ONE ».*'n Cleveland, WGAR alone shows a significant increase in audience! The above graph tells the story. Latest listener reports* of the 1948-49 Fall-Winter season compared with the same period in 1947-48 show that only one Cleveland station, WGAR, has gained listeners this season over last year! iWO ••• WGAR delivers more Cleveland listeners than any other station! In the 1948-49 Fall-Winter reports*, WGAR has maintained first place in total rated time periods. WGAR 29.7 B 24.9 C 20.4 D 13.8 That's why . . . for a real selling job in Northeastern Ohio . . . you need . . . E 8.9 (*) Hooper Station Listening Index Fall-Winter. Oct. '48 thru Feb. 49 Represented Nationally b EDWARD PtTRY & COMPANY 50,000 WATTS • CLEVELAND I I APRIL 1949 77 ON THE DIAL IN LISTENING IN NETWORK WSJS LEADS DAY AND NIGHT NORTH CAROLINA'S RICH TRI-CITY MARKET • WINSTON-SALEM • GREENSBORO • HIGH POINT WRITE FOR OUR BMB FOLDER (^ WINSTON-SALEM (ft) THE JOURNAL-SENTINEL STATIONS AFFILIATE Represented by EADLEY-REED COMPANY Labor Agencies and sponsors credit NAB with radio's peace despite sidelines stance I he greatest leai c>! an\ ad\ ei tisinji man regarding the labor relations of any advertising medium is secondary boycotts. They have seen what hap- pened to advertisers of several news- papers throughout the country who were picketed when they continued to live up to contracts they had with the papers. Thus they are interested in NAB's fight against secondary boycotts and are all for it. Sponsoi - and a^eni irs applaud the fact that there has been very little labor trouble in radio. In most cases of labor disturbances the NAB has not come into the conflict. Nevertheless most advertisers feel that the NAB hasn't been too far away. Agency men who have sat in on NAB labor relation clinics at district meetings or at national conventions feel that the legal and labor advice given stations has been down to earth and in keeping with the times. There have been very few strikes and these have been well handled by radio, feel advertisers. On the other hand they do not view the future as happily as they view the past. Most advertisers are certain that there will be a number of strikes dining the next few years because of the adjustment period through which the U. S. is passing. "Cost of programs, which have to be scaled down," explains one sponsor of a number of network programs, "have thus far been reduced by the big salaried performers and writers taking cuts. However we have a number of programs on which we expect we'll have to cut costs and some of them are only paving minimums. We'll either have to drop them or insist on scale cuts. I don't think radio will achieve the latter without trouble. It's then that we'll have to with about seeondai \ boycotts. They have hit US at one or two stations <>n which we onl\ had annm menls and we know what will happen if there are any na- tionwide boycotts. If I sound depres- sion minded. I dun t mean to, bill strikes are almost certain before there s .1 wage adjustments downward in the radio artists field.1 Most s] -"I- wonder how it s been possible l"i an industry like radio to have lived so long and been bo unoi ganized except at a big station and network level. They don't think it will go on forever and they then think that the NAB will be put to the labor test. "Salary levels have been relatively high in broadcasting," explains one labor relations man at an important sponsor. "That's win I think there haven't been more labor problems. A good man can always make good money and isn't too interested in union organization at a small or medium sized station. Result: an industry fair- ly free of disturbances. Even though NAB cannot naturally participate in any labor meetings, it still should be given plenty of real credit for broad- casting's clean record. A 'bad' asso- ciation always seems to create labor problems for its industry." "Although the NAB was against the use of the air for broadcasting labor and management's side of questions that bias seems to have changed," ex- plains one CIO public relations man. Like the Supreme Court, the NAB seems to make its decisions in keeping with the times and we can't become mad with it for that. After all it is a management association not a labor group." This press agent had refer- ence to the original prohibition against dramatizing controversial subjects on the air. Labor knows that the best wa\ to present its ease is dramatically and doesn't want that outlet removed from its use of broadcast time, if and when it needs it. Generally speaking, sponsors and agencies feel that NAB's labor policy, if it can be said to have one. has been satisfactory . Quotes: " \- I have expressed myself before. I feel that the \ \l> has been neither righl nor left of center." — Labor rela- tions executive of a big radio manu- facturer. "1 p to now. \ \l'>"s olT-the-record laboi advice has been good. Let's hope it continues that wax." A NABET executive. ' \\ e have onrj one worrj about radios laboi relations and thai is we don't want to become involved with the union problems of out advertising media.'" Executive v. p. of an automo- tive advertiser. 78 SPONSOR MB Engineering lew broadcasting buyers ar<» c*oiit*4*rii con- tinues to look upon the visual medium more or less as an interloper." The firms and the men who direct their broadcast advertising activities do not want multiple associations in the broadcasting field. They feel cer- IN THE Pacific Northwest Serving 3,835,800 people • WASHINGTON KING- Seattle K X L E — Ellensburg KXLY- Spokane OREGON K X L - Portland MONTANA K X L F - Butte KXLJ- Helena K X L K - Great Falls K X L L — Missoula KXLQ- Bozeman Pacific Northwest Broadcasters Salei Managers Wythe Walker Tracy Moore W I S T I * N I I APRIL 1949 79 NAB COSTUMES for TELEVISION! NOW - Rent COSTUMES . . . for your Television Shows! . . . Technically Correct! . . . over 100,000 in stock! from Broadway's Famous Costumer. The same speedy service enjoyed by NBC, ABC, CBS-TV, WABD, WPIX and Major Broadway Pro- ductions! If outside NYC, wire or airmail your require- ments; 24-hour service when desired! EAVES COSTUME COMPANY Eaves Building 151 WEST 46th ST. • NEW YORK 19, N. Y. Established 1870 tain that multiple associations like the Television Broadcasters Association, the Frequency Modulation Associa- tion, the recently suggested transit- radio and storecasting trade units, and the several FAX groups under con- sideration can only result in a bedlam of claims and counter-claims and over- lapping jurisdiction. They don't even like the idea of the networks not being active in the asso- ciation although they feel that since owned and operated stations are mem- bers, the networks have a stake in the NAB and that prevents them from ig- noring the Association's activities. "It's logical that within the NAB there will be groups pulling diverse Frequency Modulation ways," explained a St. Louis adver- tising agency executive, ''but the dif- ferences of opinions must be ironed out," he insisted. It's bad enough to have network "A" answer a promotion of network "B" by using an entirely different set of standards. When one network says it's good by Hooper and another says it's better — by Nielsen I just throw7 both promotions in the wastepaper basket. I don't want this to happen in broadcast advertising generally. I want the truth of the relative impact of radio, TV, and FAX when it comes. I don't think the facts will be brought to me honestly by competing associations." FM should bo regarded part and parcel of > All oral broadcast iuu problems imjinimm OFFICE 41 E. 50th ST. STUDIOS 510 W. 57th ST. NEW YORK MURRAY HILL 8-U62 There has been more conflict be- tween exponents of FM and the NAB than there has between the association and any other group. There are sev- eral reasons for this. FM broadcasters have had the rug pulled out from un- der them a number of times. It means very little to sponsors why this hap- pened. They are interested in the fact that two groups within the broadcast advertising firmament haven't been able to work together. They want the NAB to represent all factors in broad- casting and that includes FM pro- ponents. Sponsors are convinced that FM is a better form of oral broadcasting but stress that high fidelity and static free broadcasting is just conversation un- less FM sets are well distributed and FM stations air the programs the peo- ple want. They see no reason why all FM stations shouldn't be part of NAB membership or why the fact that an FM station fights for the same dollar that an AM stations battles for is any different than two AM stations battling for business. "I don't think the charge 'vested in- terests' has anything to do with the case," states one advertiser who has used a few FM stations successfully. "At first the FCC did lay down rules and regulations which were designed to make IM stations compete program- wise with AM outlets As things are todaj IM is jusi a better form of broadcasting delivering your programs in good form to an area that can be predetermined before the program is broadcast. Why not have the NAB take in the FM group again and give them freedom to do all the promotion they want from within instead of from without?" That's the general reaction of spon- sors, although most of them aren't too concerned what happens to FM except so far as its storecasting. transitradio. and FAX aspects are concerned. (These are discussed in separate sec- tions, i There is a small group who are dis- tressed that FM should have come on the scene at the same time as televi- sion. Said one of these, "if FM didn't have to compete with TV in great metropolitan areas, I'm certain that it would be the form of broadcasting to- day and that the NAB would have had to give the owners of FM stations what they wanted from an association. I hope that the NAB will plan not to keep out other new broadcasting groups." It is the general feeling that now that FM is, as far as radio generally is concerned, just another, form of broadcasting it belongs in the NAB and that nothing is being accomplished 1>\ the Frequency Modulation Associa- tion b\ sta\ ing aloof. Quotes: "FM belongs within the NAB and the sooner it's there the better it will be for broadcast advertising." — Radio director of an agency with a billing in the millions. 80 SPONSOR X Du Mont television broadcasting started April 1, 1939 . . . another Du Mont "First' For information on television advertising, write or call: DUMONT TELEVISION NETWORK 515 Madison Avenue, New York 22, N. Y FIRST in Development. DuMont's development of the cathode ray picture tube made electronic television practical. FIRST in Precision Electronics. World's foremost maker of scientific instruments employing the cathode ray tube. FIRST in Radar. In 1933, Dr. Du Mont filed a patent application which the army asked him to withdraw. That was radar. FIRST in Telecasting. Du Mont was the first to operate a television network and first with daytime telecasting. FIRST in Station Equipment. Many stations have been planned and built by Du Mont. FIRST in Fine Receivers. Du Mont built the first commerical home receiver (1939) and was first on the market with fine postwar receivers (1946). Copyright 1949, Allen B. Du Mont Laboratories, Inc. F'TSt //I a// phaSeS of fe/eVlS/On . . . d/ICl Only M fe/eV/S/On NAB ^TOP I QUARTER 'MILLION 'Families in Southern California! FROM SANTA BARBARA TO THE MEXICAN BORDER 250,000 CHOICE families have paid more for their radio sets to get the high fidelity reception and quality pro- gramming of FM broadcasting. KFMV REACHES THEM ALL. It is the only independent FM station broadcasting from 6000 foot Mt. Wilson, and is unexcelled in power (58,000 watts) by ANY Southern California station. KFMVs SPECIALIZED PROGRAMMING IS geared to the high-income, high-cultural level with emphasis on classical music and good features. Examples are the West's only radio program dealing with the legitimate theatre (On Stage with Ben Kamsler"), the only broadcast on the world of art, and the exclusive releases of Representative Helen Gahagan Douglas' "Your Congresswoman Reports" from Washington. MAIL TELLS THE STORY. Hundreds of letters are constantly pouring in from enthusiastic listeners . . . executives, movie stars, producers, doctors, pro- fessional men in the high-income areas of Beverly Hills, Santa Barbara, San Marino, Bel Air, Pasadena, La Jolla. THIS IS AN AUDIENCE THAT CAN BUY DO YOU WANT TO SELL IT? Write TODAY for Full Information (Choice periods are open) Storecasting Important**' of point-of-sale broadcasting overlooked by VAB, say advertising men With the knowledge and consent of the Federal Communications Commis- sion, radio has entered into a point of sale phase which is different from everything that broadcasting has done before. This is storecasting. Thus far the NAB has done nothing about weighing ils importance in the radio scene. Sponsors and agencies think that every facet of broadcasting should re- ceive consideration and help from the industry's association. Since storecast- Transitradio ing is still subject to FCC rules about operating in the public interest and since it's part of an FM station's serv- ice to the public, it can be helped or retarded by the NAB. Agencies are not certain they want any part of storecasting. They're not generally conditioned to servicing a sales medium which is what storecast- ing is. Yet even the agencies who don't know if the\ want to handle storecasting still feel it ought to be within the aegis of the NAB. Agencies feel that NAB should spread the gospel about radio's "captive audience" Like storecasting. transitradio is part of Frequency Modulation station operations. Because the NAB has been concerned with other phases of broad- cast advertising it has taken cognizance of this "captive audience'" broadcast advertising without doing much about it. \e\crlheless advertisers feel transit- radio falls within the shadow of NAB operations, simply because it's oper- ated through licensed broadcast sta- tions and with the permission of the FCC. Agencies feel that transitradio is not onl) an "interesting" form of broad- cast advertising I they won't go beyond that until they have more proof of its sales effectiveness) but an excellent promotional vehicle for radio itself. The\ feel that standard broadcasters FAX could well sell their regular schedules to the traveling audience, many of whom are on the way home. Keeping abreast of what's being done in transitradio is becoming a big- ger and bigger job daily. No longer is transitradio the sole province of the Taft broadcasting interests for cur- rently 12 other groups are experiment- ing with, or actually servicing, buses with music, news and commercials. None of these groups is too interested in spreading the word about what the rest are doing. This i- where the NAB comes into the picture. What the NAB will be doing for mone) to handle all the services that agencies and sponsors would like to see it render nobody knows. This is the big problem. Some tlay it's going to be important so advertisers want > All to monitor FAX The problems that will face Fac- simile will be identical with those thai Fa< ed radio when it firsl started. It goes into the home. It entertains, in- structs, and sell-. Thus [[ belongs within the NAB family or, as man) agenc) and SPONSOR executives see it. part ol a federated \ \l'>. This does not mean that advertising men at pi esenl see a rapid growth for FAX. The) however comprehend its potentials and the) want it to grow within the broadcast advertising frame- work. VgenC) men would like to keep abreast of what's being d I with I \\. The) are certain that this could be a pari of NAB's service to adver- tisers and agencies although the) don't know who would pa) for it. 82 SPONSOR Operation Log " How BAH Diagnoses Your Music Logs Scientifically EVERY 14 months your station supplies BMI with a log of the music you've performed each day for one month. This log, properly analyzed, determines the payment to composers and publishers, who are com- pensated by BMI on the basis of actual use of their music. And, as important to you, your daily music log is the pulse of your station's musical programming. It is vital to you, for it charts the exact strength of the heart of your broadcasting. A study of your log helps you appraise the quality and selectivity of your music. BMI will gladly send you a FEVER CHART, or analy- sis, of your station's log if you will simply ask for it. In 1941 BMI instituted the first scientific and automatic system of checking actual broadcast use of music. Em- ploying the very latest IBM electronic accounting and tabulating machines, BMI's "Operation Log" turns out a wealth of interesting facts and figures. With more than 32,400 daily logs to be examined each year, the physical task of processing them is stag- BROADCAST MUSIC, INC. 580 FIFTH AVENUE • NEW YORK 19. N.Y. New York • Chicago • Hollywood II APRIL I ?49 gering. Every BMI licensee has been most cooperative in supplying its logs when asked to do so. This co- operation has resulted in standards of efficiency which amaze everyone who has seen BMI's logging system in operation. You'll have an opportunity to see a typical BMI log- ging job at this year's NAB Convention when you visit the main exhibit hall at the Stevens for a look at BMI's "Operation Log" in action. If unable to attend the NAB Convention, write to Station Relations Department at BMI for your copy of "Operation Log" in pamphlet form, illustrated. 83 Who is sponsoring W For the first linio. I In- |Mkr<*'. ei -.-ill I v usagi figun eU virion Idv* i tisi ng. 84 in terms of what the major business categories do in the way of straight radio advertising. The misleading ele- ment stems from the fact that the spending being done by any one major business category at one level of radio advertising (food, drug, soaps, and cleansers, etc.) is often a good rule- of-thumb gauge for what is being done at other levels. The relation- ship, in terms of broad business cate- gories, is particularly close between network radio and selective radio ex- penditures. This situation does not hold true in TV. When it comes to the visual air advertising being done at any one of the broadcasting levels, the amount of TV business placed by a group of advertisers at one level of TV adver- tising may bear only a sort of second- cousin relationship to that being done at another. To give a concrete exam- ple of this, take the case ol the eate- gorj of radio, TV, and appliance manufacturers. In TV network busi- ne-s units placed, these manufacturer-, as a category, rank in the number one spot, having placed 30.7% of the total units of business on the air during March. 1949. For the same month. only this time at the selective level of T\ broadcasting, the radio. T\ and appliance manufacturers placed <>nK 8 4'- of the units of business, which runs far behind the category of watch and jewelr) manufacturers currently leading in the selective field with 36.5%. (It's interesting, and perhaps revealing, to note that the watch and jcwelrv advertisers are not even repre- sented at the netu ol k lev el ! I Re- (Please imn to page 102) how they rate in selective I 0 ^^ , p^r : how they rate in local Radio, TV, and appliances lead network time buying. Emerson (above) will be back on TV Tobacco is currently second in buying time. Philip Morris' Johnny is everywhere' Automobiles run third in more money is being network planned spending, but for medium ^ *U*. JJflllorC 1 Jewelry is far ahead in market-by-market use iUlldl O I " of TV. That's because of watch time signals Foods rank second among buyers of station time because demonstrations help to sell Beer is currently third, but when the baseball season starts it'll be up near first again III HnllirC 1 Radio. TV, and appliances are also first il| UUIlQlO I in local retail commercial telecasting 2 •Automotive dealers are second largest buyers of local programs. Co-ops help pay 3 ■ Clothing is rapidly finding out that seeing is believing at home. Direct sales result ■Mm. iB/ff ■ ■■: j ft /'- ---•-:' JP m ■&*? & he Coney Island-mirror distortions you see on some television screens can add alarming pounds to the prettiest girl you know. But it doesn't happen at CBS -TV ANKLES ARE SLIMMER HERE... because CBS engineers "stretch' them, to counteract the tendency toward widening effects on the TV screen. By the time you see them they're as pretty as they ought to be. ACTORS ARE COOLER AT CBS., .more at home... because they don't fry in tropical studio temperatures, thanks to "cold light/' also developed by CBS experts. immeron *J&Hi THE SCENE IS LIVELIER AT CBS . . . because backgrounds can be made more fluid and variable with rear- screen projection . . . another CBS -TV development. AND PROGRAMS ARE BETTER ON CBS... built with the same skill, enthusiasm and care that have given CBS -TV its technical leadership. Indeed CBS is today the largest and most successful creator of package programs in television. YOUR PROGRAM WILL DO BETTER ON CBS-TV ...the network with six of the top ten Hooper- rated programs, four of which are CBS package programs. tv trends Based upon the number of programs and an- nouncements placed by sponsors on TV sta- tions and inde*ed by Rorabaugh Report on Television Advertising. Business placed for month of July 1948 is used for each base In all categories — network, selective, and local-retail — TV is con- tinuing its climb in sponsor's control 10-city panel. During March, the jump was most pronounced in the network 15-station sample. (Networks had lagged behind in December and January.) "Radio, TV, and appli- ances" used more time than any other industry classification, both on the networks and at the local-retail level. It represented almost one-third of the network time sales and a little over 25(, of the retail activity. In the market-by-market use of television, jewelry (mostly watches) lead the parade, dropping percentage-wise somewhat from February, but still representing a whopping 36.5 % of all selective use of TV. While net- works show the greatest advance over June, 1948, local-retail's increase to 1 !<>' , of the local-retail base is something, too. / ' •TOTAL" AND TEN-CITY TRENDS BREAKDOWN OF TV BY BUSINESS CATEGORIES KB MAR I APR NATIONAL & REGIONAL SELECTIVE Gut iru lola! iinili of bulintu liuaonlh: July = INI % 2ISI 217! m i JIB! Iffl NATIONAL & REGIONAL SELECTIVE LOCAL RETAIL 00! : has more VVestbroc GKAfTON / A07 NEW HAMPSHIRE , BtUNAP ©laconia MONROl ©|rondequoii *ROCHESTE WAVNf ONTARIO Sf, living Geneva @EC STON YATfS 1^ 10 GANY **"T'S hou.WGY-L and br„adcos..ng throug Salurdoy. 6:15.7:00 o»» 190 co„„..es ®Clor«mont J|- Mf**IMA« d® Rochester^ #Lawren^ Aalaen 19 ©Hornell ©Ithcca Co rning © CHlMUNG ©Elrnita hoga Endic 33 7rH.^,.^MASS9Btl-4^ ©Haverni >Lyrv STC orif JGngslon/a -{S/Old VVT^@ (oTPH'S'Orv nticoke® jrcifllffi U HUNT NGDON We are one of 7,000 families who live in Essex County. Our name is Torrance. Last year the four of us spent $8,500 for neces- sities. We all listen to the Chanticleer per- sonalities. Ed Mitchell and Charles John Stevenson are our favorites because they give us good music, news, and friendly tips which save money for all of us. ^ri?<^Vcc^t^x_^_^, GENERAL ELECTRIC STATION KEY TO SYMBOLS * Over 250,000 ■ 100,000 — 250,000 • 50,000 — 100,000 ® 25,000 — 50,000 ® 10,000 — 25,000 O Under 10.000 reflection the real behind-the-scenes view of NBC Television reveals more network advertisers, more top-rated programs, and far more sponsored hours than any other television network. 1 ^mf* V ' SUNDAY MONDAY pm TUESDAY WEDNESDAY THURSDAY pm FRIDAY SATURDAY HBC (BS Dumant t1G[ | HBC IBS Oumcnt nj|[ '" BBC [BS Dumant HBC 1 RBI [BS Dumani HB[ RBI [BS Dumant nBC '" BBC [BS Dumant |)B( HB[ [BS Dumant HB[ »»g»J L ;: t»' - : '«,';:.;;;, L7,\, ■SSk^H SSft:N PROGRAMS - -3,., -??'• ™„ ih « °aT ^ s5% ■ 8:15 ■ 8:30 1 8:45 1 *„. ■S:- ■ Mnko TVPuJk.™' Su Wlh) Cl*t> M.f ThtCi OIooi. It — • &■ „.';;;."„. ..£- *?.„ S. ■8J& izEt, .ses, &. .;,:,., H' H ^',» ;;;::,. :" eg. M "-- Hihi Hi C-P.p'v.l 3Lti K£ Jl: ;.: :s:.(k SSS£k ■K& %, -"••., ■•"■"•.'";, ■Sf %„, UNIlt 5c. 8==^ ,.„... fH "S- sC B>t „..t_. JHS. «Jb£* SSK rr ./.".,, £ 'H': „ ■ | " G't.t)T'' i uRmi b H — *ss" ";:..-■ H 1 32d • SUNDAY MONDA1 r pm TUESDAY WEDNESDAY THURSDAY pm FRIDAY SATURDAY7! im liJL Sdl — M- 4:15 4:30 4:45 -5- 5:15 5:30 5:45 -G- 6:15 6:30 6:45 -7- 7:15 7:30 7:45 -B- 8:15 8:30 8:45 -9- 9:15 9:30 9:45 4:15 4:30 1 ^^"miduiESt 1 may 1949 Radio Comparagraph in next is m ■& ■& ~f "si" 5:15 5:30 5:45 -G- 6:15 6:30 6:45 -7- 7:15 7:30 7:45 -8- 8:15 8:30 8:45 -e- 9:15 9:30 9:45 -10- 10:15 10:30 10:45 -11- !C SPONSORS £. j.iu-. ,..,.,.„ ui".."» ufcr. u!Su. "I?" BoUontm* W 9:00 p.m. lot*. F.brict Su 910pm. Bia.lo-S.nWd Th B 30 p.m, BoiwRd* MlBi F BOO p.m. Brirtol-Mv.r, f 8 00 p.m J*yBucin*u M 7:10 p.m. Con.d.Dfy Su *O0 p.m du.rt. Po*b«ly Th 7-OOpjrv Colq.U-P.Woi;.. M BOO p.m Oim.y Su 9:00 p.m. DuMo»t Tu 1:00 p.m. PkfjttOM H B 30 p.m! Ford D..I-. M BOO p.m. Ford Motor M 8 00pm G.-.r.l EJrct-lc So B:«p.m. G*n*r*l Food! Su 7-8 p.m. GoncolMoton M lUOpjn. Tu-Th 6:30 p.m GHl.Tt* F 9:00 p.m. IF Goodrich Su 7:10 p.m. K.llU, Su 5:30 pjm. L.gg.H 1 M*y*r» W T :0C p.m, IMeoln M.rcury Su 7.00 p'm. Jo. Loo* M 5:30 p.m. M.1„ L.bi Tu (00 pm Motored* Tu (!0pm PhfleO Su (.00 pm R.'d'io CoTp'ol Am. M-f 6:00 pirn! *. J. Reynold! M-F 6:50 p.m. Stah M 1:00 p.m. Swift Th 7.30 p.m. Tom Tu 7 00f.m. U. S. Rubb* F 5:30 p.m. Wh.lohill MWF 5:00 p.m. .......,„, °i'.S'' -::;•- ".;'::• - '£kt "™' ■^ £?.?■ ,;g,. wiO 'S£f "vS.1 ''Mr 17-' ,hl.. t'™ "#" »,.,.„.„ *&*■ -;,:;-• JS. n£ -1 "Z" »." c"~™ «.- *"i5~ V."' "vr' "V™"' "V™"' tzpz &i u"c^r.™" 5£ •S- „:p. 6sF- ..*;- zz£k ^ •§ •it* "S* ^ £ "•eh* sS "3" ""AT- ""S5" kkxltf, CmW B.S Col,,.. C-Pf.vj. K ,r::. s£s 3L it J.sl.. TV !h. CIjB ■ § PROGRAMS Author Moot. Critic. Su 7:10 p!m! B.li*.* II O, Not Tu 8 10 p.m B.q.Io- Sho. Th BiOpm loiing MIF 9:00 p.m. C.m.l N..„,.l M-F fcSOpjn. CBS Now TufcTh 6:30 pjn. Colobfity Tim* Su 7:10 p.m Colg.t. Th*«l*r M 8:00 p.m Ford Th„t*. M 8:00 pA Arthur Godlr.y W 740 p.m Goldb.rq. M 8:30 p.m. Id.M.fy M (00 p.m. KuUt, Fun S Oil* M-F 6:00 p.m. Umbt' Gombol Su J ;0O p.m. Lutiy Pup MtF 5:30 p.m. N. -V..I Su 9*0 p.m. Orlo.. Am.t.ur Hour Su 640 pm. Unny Roll Th 7:30 p!m! School Houit Tu 8 00 p m Sirring Udy Su 5:30 p.m. Sm.1l Fry Club M-F 5.00 p.m. Stop M. F 8:00 p.m. Sup*. Ci.cu. Su 4.00 pm. SupporClub F 10:00 p.m. Suiponw Tu 8 30pm T.. i Aa m JMbju. T*l*eo St.r Th**tro Tu 7 00 pm. Thru th* Cryrt.l B*ll M B 00 p.m. Frod W.rina Su 8 00pm W,nd - Or. Th* World Th 8:00 p m You. Sho- ThM F 1 30 p.m •s;:- 3: IS s $1 *g S,.lo.$K« to.!*- Srtr te IM&j w ,ToZ, JE* sp "kS 3 *. '€■ 2su — - |U - C.p in 11 TELEVISION'S MOST POPULAR SPONSORED PROGRAMS- 9 OF THE TOP 15 •Hooper and Pulse— New York, March America's No. 1 Network NBC TELEVISION A Service of Radio Corporation of America DON OAVIi. r..,s*- JOHN I 1CHIUJNO, C MUTUAl NITWOH 710 KILOCTCIIS • 3,000 WATTJ NlOHl MESS® /mm m Sunday 1 2 Noon to 2 PM Network A 1st WIND 2nd Network B 3rd Network C 4th Network D 5th PULSE Jan. -Feb. '49 560KC 24hour$adoy k_ |>.S« (Continued from page 14) original live broadcast, preferably as near eleven o'clock, local time, as possible. It is also required that the repeat, if practicable, be aired as close as possible to an established local newscast. The advertiser pays only for station time. There is no talent fee. nor any arrangement to compensate Lee's agency. An important stipulation is that at least one commercial be devoted to Lee hats, and that no other nationally advertised brand be plugged. p.s. See: "A. S. Beck Comes to TV" IsSlie: August 1948, page 36 Subject: With early TV experience under its belt. Beck comes to the big-time TV. Latest broadcast advertiser to move out of the category of "experi- menter" and into the realm of serious TV is the A. S. Beck Shoe Co. A trial run with the Gloria Swanson Show on WPIX, New York, in which Beck had a 15-minute participation, taught the shoe firm and its agency, Dorland, many lessons in the best techniques to be used in selling a fashion item (women's shoes and accessories) via the visual air. Now, Beck is telecasting a 20-minute show with a revue format, Candlelight Revue, on two NBC-TV stations (WNBT, N.Y. ; WRGB, Schenectady), and will base much of its TV com- mercials on the lessons in lighting and production learned with the WPIX show. Beck feels that the New York market now is on a sound advertis- ing basis as far as TV is concerned. The Gloria Swanson Show brought traceable results at the cash registers of Beck stores, and Beck, with an eye to expanding its TV show eventually to other NBC-TV markets, is spending considerably more money in TV for Candlelight Revue than it did previouslv. Beck will try something fairly new in TV advertising to sell its line of men's shoes as well as women's. Shows will end 25 seconds early, and a "cold" hitch-hike commercial for the men's footwear will be scanned. The show will be promoted to both men and women by window displays in Beck stores and by a consumer contest. |IS See: "Three Way Tie-up" IsSUe: November 1948, page 34 Subject: Borden's, Junior Achievement groups benefitting mutually from promotion More than six months ago Borden's linked its CBS County hair program promotionwise to the Junior Achievement organization which, through local chapters, helps youth groups set themselves up in business as regular corporations. The results after a half-year have been more than satisfying to the dairy company, CBS, Kenyon & Eckhardt (the Borden agency), and. of course, JA. The latter is in the midst of its biggest boom, with more clubs established during December and January than ever before. County Fair has benefitted to the extent of 300 feature stories in newspapers and magazines, 500 spot announce- ments, 38 special radio programs, complete sponsor identification. and tremendous good will. The tie-up had many local Borden units working, for the first time, towards promoting County Fair; many were hooked up with local community action projects which rated high editorial praise. National publicity for Borden's was capped by a layout in Look on a complete County Fair project in Manchester. N. 11.. while Kenyon & Echkardt came in for its share of the kudos by winning ih. < ii\ College of New York annual award for the most outstanding radio promotion job of the year done by an advertising agency. 96 SPONSOR "RABBIT ADVERTISERS"? NO SIR! Advertisers who want results don't jump around from station to station in Cleveland . . . they stay on WHK where they reach the largest audience at the lowest (network station) rates. In less than a year a WHK produced local show reached an 18.6 Hooper rating for a Cleveland advertiser— the highest Hooper ever attained in Cleveland by a local program. So, you see there is a reason why . . . t\vevS t,,e liigiic^1 * ** West rate i»% NIGIITTIME RADIO FAMILIES-19* per 1,000! This is the lowest cost for any 50 KW station in the nation. The figures are obtained by applying 1946 BMB coverage data against WSM's current hourly rate. WSM daytime coverage costs 20$! per thousand radio families. That's the nation's fifth lowest 50 KW cost, bettered only by New York and Chicago stations. We'll be glad to send you one of our coverage maps showing where these families live. These BMB based figures are the only yardstick of this nature that radio has. For further evidence of what WSM can do with its low cost coverage and its talent staff of more than 200, let us build you a show for spot coverage of the rich mid-South market. .WSM, HARRY STONE, Gen. Mgr. . IRVING WAUGH, Com. Mgr. . EDWARD PETRY A CO ., Notlonol Rep. 30,000 WATTS • CLEAR CHANNEL • 6S0 KILOCYCLES • NBC AFFILIATE NEGLECTED AUDIENCE (Continued from page 35 > wasted as far as product advertising is concerned. Perhaps sponsors and their agencies feel that the large sign earning the name of the product — prominently displayed onstage at all commercial programs which have studio audiences —is enough of a sales "talk'". Perhaps agencies don't care to go to the trouble of dreaming up and executing addi- tional details in connection with put- ting on a program. Perhaps advertisers feel the extra expense of sampling, for instance, isn't worth it. Whatever the reason it there is anj a good many valuable selling moments are lost be-* fore and after the majoritv of big net- work commercial shows. The device of giving each member of an audience a sample package of a product is so simple and relatively in- expensive that it's amazing how few sponsors use it. Liggett \ Mvers gives packets of four Camel cigarettes to audiences on its CBS Boh Hawk and Vaughn iMonroe shows. Philip Morris cigarettes i also in packages of four) go to each person attending the Horace Heidt NBC Original Youth Oppor- tunity half-hour and MBS' Queen For a Day program. Irene Beasley hands out Hostess Cup Cakes for Continental Baking on the CBS Grand Slam morning quarter-hour, but only upon occasion. But the idea of acquainting a person with a product, or furthering his acquaintance with it. has never been used on the Arthur Godfrey Lip- ton Tea and Soup" show, for example, and main other programs where the advertised product is a natural for sample packaging. Obviously, high-priced or non-pack- agable items can't be handed out each week to several hundred people, but sponsors of food, drug, cigarette, etc., products pass up a strong bet to build good will and convert consumers to their brands hv lading to take advan- tage of program warm-ups. Curiously enough, with greater competition for the consumer's dollar today, the prac- tice of sampling is done less currently than it used to he several v ears ago. One \ Kate Smith on a f ormei Swansdown flour program. A cake was baked be- I'ore the show, with the recipe gi\en to the spectators, and the cake to a win- ning member of the audience after the hroadcast. The real punch came via the picture of and story about the winner, which were sent to her home- town newspaper with, of course, appropriate credit to Swansdown. But these stunts are the very definite exception. On 90% of today's com- merial programs the pre-broadcast selling of a product to a recepti\e live audience takes the form of the display sign and a few references to the prod- uct by the program's star or an- nouncer, whoever handles the warm-up period. More often than not the references are little more than kidding remarks, which may get across the product's name but which nullify any real selling. What mention of the sponsor occurs during prestige programs like Voice of Firestone, Cavalcade of America, Railroad Hour, etc., follows the digni- fied tone of the shows themselves, and is usually little more than a welcome to the audience on behalf of the spon- World Insurance Building, Om.ih.i, .Nebraska. Paul R. Fry. V.P. and Gcnl Sales Mgr. National Representatives, RA-TL'L. INC. II APRIL 1949 99 Here's a "Pyramid Club Where Everyone Wins! For 26 years, KDYL has operated the kind of "pyra- mid club" that pays off in sales for advertisers. We present the kind of shows — with the kind of showmanship — that builds an ever-pyramiding audi- ence throughout Utah. And now it's happening, too, in television over KDYL-W6XIS. National Representative: John Blair & Co. GDHOGG)®® mam im Saturday 2 to 6 PM ■ WIND . .1st . .2nd 1 Network B . . . .3rd 1 Network C . . . .4th 1 Network D . . . 5th 1 PULSE 1 Jan. -Feb. '49 1 A f 1 Ilk WIND 560KC 24 hours a day sor. Even on some lighter shows, such as A Day in the Life of Dennis Day I nljiati' I >ental < i earn ' . the announ- cer merely informs the audience that the sponsor wishes it an enjoyable evening. The Kraft Music Hall is more or less typical of the lost opportunity — inso- far as merchandising a product is con- cerned— of the warm-up period. An- nouncer Ken Carpenter welcomes the audience, gives it the usual explana- tions about applause, introduces Al Jolson, who introduces the rest of the cast — all with few references to Kraft and its products. Art Linkletter of People Are Funny is hardly as restrain- ed. Asking if there is anyone in the audience who will sell his shirt for $10. he tells the men whose hands go up that the first one to take his shirt off and give it to him gets the money. The resultant scrambling to undress and get to Linkletter first sets the mood for the audience-participation stunts which follow on the air — but it doesn't do much direct selling of Raleigh cigarettes. Ralph Edwards is one who at least refers constantly to the product. Duz. on Truth or Consequences' warm-up. which naturally is as zany as the show itself. The "Duz does everything"' line is used to explain the giddy goings-on. Warm-ups range in length from a few minutes to a half-hour, the latter being necessary particularly on quiz programs, in order to select the con- testants. Even with a 30-minute period with which to play around, most spon- sors choose to ignore the chance to do a selling job either orally or sample- wise. There are no restrictions placed upon what happens during a warm-up: a sponsor could put it to any sales purpose he cared to. The only warm-up rule is that good taste must be ob- served, just as it must be during a broadcast itself. The lackadaisical attitude toward the live studio audiences as potent sales possibilities and future purveyors of good will for a product is all the more odd considering the frequent use of an audience as a jury at auditions for new programs, staged following a regular broadcast. If studio listeners are deemed as important as that, it would seem that they might be im- portant enough to be sold intensively in the most effective way possible by a sponsoi . \ftei all. he s pa) ing Eoi what brought them there in the first place. + + * 100 THE HAPPY GANG (Continued from page 37) total cash prizes $1,000. What pulled the thousands of toothpaste cartons was the fact that the contest was to select a name for Bert Pearl's dog, with the entries judged by The Happy Gang. Colgate Toothpaste is now num- ber one in Canada. There was a dealer tag to the con- test. The retailer who sold the box of toothpaste to the radio listener win- ning first prize was presented $100. The Happy Gang shortly will be put to selling C-P-P's latest product entry in Canada, Fab. Fab will be packed in a box to be printed with cutouts of The Happy Gang for a "television" theatre. Even in Canada the word television is magic, and so C-P-P will collect upon it by simulating a Happy Gang telecast in cardboard. Listening in Canada in the daytime is higher than it is in the U.S., leaders frequently receiving ratings of from 14 to 17. A typical October Elliott- Haynes national report, taken in 15 Canadian cities, rated leading pro- grams in the following sequence, with The Happy Gang topping the list. National Prooram rating The Happy Gang 20.3 Big Sister 17.3 Ma Perkins 17.3 Pepper Young 17.1 Road to Life 15.4 Life Can Be Beautfiul 15.0 "The Happy Gang," sayeth mc Bert Pearl, "just growed." It differs from the U.S.'s Breakfast Club or Breakfast in Hollywood formula in that every member of the gang has his own fol- lowing. It is not a one-man show, and while it would suffer if Pearl weren't at the helm, it could and would go on. It's opening "knock knock" is un- diluted corn. Its theme, Smiles, is from another generation, but neither the corn nor the dated flavor of its humor and songs is negative. When Colgate gave away The Happy Gang Fun Book it achieved a family joke book of humorous flavor, rather than a Joe Miller compilation, al- though most of the gags came right out of Joe Miller. In fact, the book out-corns Miller. bike all gangs, families, and like aggregations. The Happy Gang has a song book. It sells for $1.00. They have an album of disks, recorded by RCA-Victor. They're sellouts at all personal appearances. Before they were heard as a co-op over the Mutual network in the states, many U.S. lis- teners crossed the border to buy The SPONSOR What's the score at BBD&O? (or at Kenyon & Eckhardt?) There's a marked resemblance between your best clients and SPONSOR'S sub- scribers. And small wonder. They're practically one and the same. SPONSOR, the only magazine 100% edited for buyers of broadcast advertising, naturally appeals to broadcast-minded buyers. Three out of every four of SPONSOR'S 8,000 guaranteed copies go to national and regional advertisers and their adver- tising agencies. They like its unduplicated service, its highly pictorial format, its facts-and-figures content, its easy pleasant readability. They favor it because it's a magazine they can use, because it's their magazine. And they tell us so. They'll be glad to tell you, too. Ask any timebuyer, account executive, radio di- rector, or national advertising manager. Or ask the man who knows buyers best . . . your own national representative. You're sure to hit home with sponsors and agencies when you use SPONSOR SUBSCRIPTIONS TO SPONSOR AT BBD&O Home 19 Office 8 TOTAL SUBSCRIPTIONS 27 Executives Account Executives Radio Director Timebuyers Radio Department Some subscribers among BBD&O' s clients: Emerson Drug Company, De Soto, American Tobacco Com- pany, Servel, Standard Oil (Indiana), Bon Ami, du Pont de Nemours, General Bills, U . S. Steel, Wildroot Company, Rexall Drug Company, General Electru- Company, Reader's Digest, General Baking Company, United Fruit Company, Nehi Corporation. SUBSCRIPTIONS TO SPONSOR AT K & E Home Office TOTAL SUBSCRIPTIONS Executive Account Executives Radio Director 1 Timebuyers 3 Research 1 Some subscribers among Kenyon & Eckhardt clients: Ford Motor Company, Kellogg Company, Wesson Oil & Snowdrift Sales Company, Borden Company, White Rock Corporation. C SPONSOR 40 West 52 Street, New York 19 for buyers of radio and television advertising first of a series explaining why SPONSOR is the host buy. Happ) Gang album. From Ashtabula to Seattle, thousands of I .S. homes tuned Canada from 1:15 to L :45 p.m., E.S I . I hese homes were nol trj ing to tunc "foreign" stations. The) listened to The Happy Gang because that was w hat the) wanted to heai . \\ hen llic program was made avail- able on transcription in the I .N. b) Garr) I. I arter of Canada, Limited, it ran up real ratings in cities where it had opened the doors while airing from across the border. It did a strong selling job for dairies, furniture com- panies in fact, ever) type of sponsor from Laundr) t<> beer. Toda) ovei Ml!> it hasn't hit. However despite comparativel) low ratings in man) an as, it - doing a i eal selling job for its local sponsors. Like followers of women- participating programs. dialers to The Happy Gang bu) what is advertised on the program, despite the fact that the advertising cop) isn't integrated into the program, as it is in most women'- participating sessions. The Happy Gdiiti i> the listeners escape from "perfectly-produced pro- gram-." * * * EVEN NETWORKS CANT INTERPRET SAME WAY HOOPER FIGURES . . . MUST FIND NEW DENOM- INATOR FOR JUDGING PROGRAMS. Yes, there seems to be plenty of confusion- the network presidents can't agree! -even ,diog: =™™^ »nd G'm'1urni,«<-. Stores . • • J^Soto Dealers . . . American l un piymouth ana 3. WEMP carr^ the^n aukefi ^ and Mo fining Co., 1U _ ...,„„ vet WEMP carn« ^ ukee fining Co., iw Water. audience The programme ^'s resilUs! the sponsors get Headley-Reed Inc. AM-FM Hugh Boice General Manager National Representatives TV ADVERTISERS (Continual from pu^c ',', > la iters of radio. TV and appliance products, "ii the other hand, take their cue largely from the advertising being done at the national (network) level for these products, and rank again as number one in the field ol local retail 1 \ advertising with a per- centage of 27. .V < more than twice as much as nexl highest placer of units "I business, the automotive dealers w ith a percentage of L2.0' - . I here s a good reason for this. There are very, \cr\ few makers of radio and TV set>. refrigerators, wash- ing machines, home free/ers and other appliances that do not share in heav) cooperative advertising campaigns with their dealers. Like the automo- tive industr) (whose I2..'>'r of busi- tiess units placed at the network level — third highest for a categorj group — is almost exactl) parallelled by the 12.(1', it places at the local retail level), the dealer advertising in the radio. TV, and appliance categorv is largely a reflection of the national ad- vertising, and not entirely by accident. Since co-op TV advertising gener- ally goes hand-in-hand with a product line that is relative!) expensive and has a slow turnover, the reverse is generallv true in product lines that retail for a fairly low price and which have a fast turnover. Without the control of co-op advertising to follow the pattern ol the national advertising, the dealer T\ advertising usuallv goes its own nieirv way — if it goes at all. This is particular!) true of the tobacco category of TV advertisers. Tobacco advertising is a sizable part of TV network units of business placed. For the month of March, the tobacco ad- vertising category placed the second- largest amount, 20.9%, of the business at the network level. It was also a category that ranked high in selective spending, in 1th place right behind the beer-and-w ine category, w ith a figure of 10.2%. There, the relation- ship of the levels of TV advertising ends abruptly. \l the local retail level, because of the huge base of distribu- tion of tobacco products and the lack of anv co-op advertising lo stimulate dealer I \ placement, the category of dealer I \ advertising for tobacco pi "duel- is the lowest placer of busi- ness units on the li-t. This contrast hold- true for the ether categories <>f TV advertisers, as well as foi these three category leaders. 102 SPONSOR A study of the sponsor TV Trends charts I sec page 88) will make this fact apparent for the 1 1 categories of network advertisers, 13 categories of selective advertisers, and 15 categories of local retail advertisers. The sharpest contrast between com- parative usage of TV and radio is still at the dealer level. The latest sponsor survey of over-all radio-TV usage by dealers shows the following: Month of March, 1949 Category TV Radio Automotive 12.0'', 11.1', Banks 8.3 7.0 Dept. Stores 8.3 8.9 Food 7.1 13.9 Home Furn. 5.0 2.0 Hotels & Rest. 2.8 4.6 Clothinft 8.7 10.0 Personal Services 6.6 8.4 Radio, TV, & Appl. _'7.:, 8.7 Jewelry 2.1 4.2 Beer & Wine .5 Drutfs •> 3.0 Tobacco .1 Soft Drinks & Conf. 1.6 4.6 Miscellaneous 9.2 10.3 1(111.0' , liio.ii'; This shows, hetter than am other presentation, the variance hetween ra- dio and TV spending at the dealer level, in terms of units of husiness placed. It should also serve as a sign- post in determining, at a level of TV hitherto clouded in much uncertainty, just who is paying the bills in the visual air medium todav. * * * MS Monday thru Friday 1 2 to 5 PM Network A 1 st Network B 2nd WIND 3rd Network C 4th Network D 5th PULSE Ian. -Feb. '49 WIND 560KC 24 hours a day MARGARINE (Continued from page >'/ I cottonseed and so\hean oil has a natu- ral yellowish hue i2l the manufac- turer is required by law to bleach it white, and (3) butter itself is colored artificially with the same vegetable coloring used for margarine. If a manufacturer sells uncolored margarine, he must pay the govern- ment $600 a year for a license, plus a quarter-cent for every pound he sells: if he sells it colored, it's ten cents for every pound. The wholesaler must pay $200 yearly to the -ion eminent for ~< II ing white margarine, $480 il he wants to sell it yellow. The retailer also comes in for his proportionate share of taxation : $6 a year to sell uncolored margarine, $48 for colored. It costs restaurants desiring to serve the spread an annual fee of $600, in addition to ten cents for each pound served. Todav the District of Columbia and 30 states permit the sale of yellow margarine: it is manufactured in 15 states, three of which prohibit its sale. (Please turn to page 106) ii'lviv Kansas farmers like this raise families like this. They also raise $1,266,671,000.00 worth of crops and livestock. But here's what will inter- est you! When W!BW tells these farm families where to spend these millions, our advertisers see their sales shoot up. After all, these families look on us an old friend and neighbor. We think ond speak the overall language. We pro- gram in their interests. That's why our buying recommenda- tions get quick action. FOR OVERALL COVERAGE AND SALES RESULTS IN KANSAS AND ADJOINING STATES. YOUR BEST BET IS WIBW. U- w B W (r \z SERVING AND SELLING "THE MAGIC CIRCLE" WIBW • TOPEKA, KANSAS • WIBW-FM II APRIL 1949 Rep: CAPPER PUBLICATIONS, Inc. • BEN LUDY, Gen. Mgr. • WIBW • KCKN • KCKN-FM 103 Contests and Offers a SI'O.XSOIl monthly tabulation PRODUCT I PROGRAM AMERICAN MEAT INSTITUTE Meat Fred Waring Thursday 10-10:30 am Booklet: Six New Ideas for the Thrifty Use of Meat. Send 5^ to sponsor. Chicago NBC BROWN & WILLIAM- SON TOBACCO CORP Raleigh People Are Tuesday cigarettes Funny 10:30-11 pm Booklet illustrating 50 pre- miums available in return for product coupons Send name and address to program, Hollywood NBC CITIES SERVICE OIL CO Petroleum Band of Friday products America 8-8:30 pm Photograph of "Band of America" Send name and address to program, New York NBC CLOVER FARM STORES PIONEER HYBRID SEED CO Groceries Voioe of MTWTFS _ , „ Iowa 12-12:15 pm Seed Corn (1) Shopping bag filled with Clover Farm groceries, TuTh Sat. (2) Small merchandise gifts of compacts, lighters, tablecloths, gloves, etc., MWF. (3) Weekly grand prize: washing machines, electrical appliances, etc. Listeners submit "question of the week" to program. Sender of ques- tion and studio contestant making best reply win prizes and are eligible for weekly grand prizes WMT Cedar Rapids, Iowa COLGATE- PALMOLIVE PEET CO Palmolive Soap. Super Suds _ . „ Saturday Dennis Day )0-l0:30pm „, ,. Wednesday Blondie 8-8:30 pm Our Miss Sunday Brooks 9:30-10 pm $100,000 " '49 Gold Rush Con- test." First prize: $49,000: second prize: $4,900: third prizes: 49 prizes of $490 each; fourth prizes: 4,900 $5 bills Complete 25-word sentence: "I like Colgate's (product name here) be- cause . . ." Send entry, one wrapper or box top from product named, to contest. New York NBC NBC CBS E. 1. DuPONT DE NEMOURS CO Institu- Cavalcade of tional America Monday 8-8:30 pm Folder telling how to fight plant diseases Send name and address, whether a farmer or home gardener, specifying seeds you intend to plant, to sponsor, Wilmington, Del. NBC GENERAL FOODS „ . When a Girl Swansdown Marries MTWTF 5-5: 15 pm Swansdown recipe folder for "guessing gone" cakes Send name and address to sponsor, Battle Creek. Mich. NBC GENERAL MILLS INC Wheat ies Toda\ 's Children MTWTF 2:30-2:45 pm Queen Bess pattern Tudor plate knife, fork, teaspoon Send Wheaties boxtop, $1 to sponsor. Minneapolis NBC MILES LAB INC PHILIP MORRIS & CO LTD INC \lka Seltzer Philip Morris cigarettes Queen For A Day MTWTF 2-2:30 pm Three-piece ensemble to each housewife chosen daily. Grand prize winner will receive a complete wardrobe Send post card to program, Holly- wood, nominating Spring fashion queen. Post cards chosen at random in drawing from royal chest MBS MOTOROLA INC Radio. TV sets, phono- graphs Believe It Or Not Tuesday 9:30-10 pm Motorola portable TV set Send your believe it or not experience to program. New York. If usable for TV prize is awarded. NBC-TV PHILADELPHIA DISTRIBUTORS Stewart- Warner. TV, Ironrite Irons. Capital Kitchens Sing My Name Thursday 10-10:20 pm Refrigerators. roasterettes. washing machines, household utilities, personal items Four studio, four telephone contest- ants asked to identify special lyrics to popular songs WPTZ Phila- delphia PROCTER & GAMBLE Prell Various P&G products Life of Riley Road of Life Brighter Day Life Can Be Beautiful Ma Perkins Pepper Young's Family Right to Happiness Perry Mason Rosema ry Friday 10-10:30 pm MTWTF 10:30-10:45am MTWTF 10:45-11 am MTWTF 3-3:15 pm MTWTF S: 15-3:30 pm MTWTF 3:80-8:46 pm MTWTF 3: 45-4 pm MTWTF 2: 15-2:30 pm MTWTF 11:45-12 noon Plastic rain scarf First prize: $25,000: second prize: $10,000: third prize: $5,000; 100 prizes of $100. All contestants receive a pack- age of prize zinnia seeds. Send any size Prell carton, 2,~>C to sponsor, Cincinnati Give name for new red zinnia. Then complete in 25-words or less: "My favorite Procter & Gamble product for housecleaning is (name of P&G product) because . . ." Send with 3 boxtops or wrappers (1 each from any 3 P&G products) to contest, Cin- cinnati NBC NBC NBC NBC NBC NBC NBC CBS CBS PRUDENTIAL INSURANCE CO Insurance Jack Berch Show MTU 1 1 11 : 80-11:46 am Vest-puc i lictionnry. Free on request to program, Newark NBC CHARLES B. SILVER CO Red Cross Lima Bean Take A Break Saturday 10:45-11 am One-year supply Red Cross foods to writer of best recipe each week. Grand prize at end of 18 weeks, 62-piece Bel 1 Til. i prize Aluminum ware On back of Red Cross Lima Beans label send recipe using product, to program, c/o local MBS station MBS SULLIVAN MOTORS Kaiser- Frazer, li.MC truck dialer, used cars Wednesday 12:80-12: 16 pn Sullivan's 1 I iday Roundup 6-K: 15 pm Monday 1 1 : 46-12 noon Free '>d change at Sullivan's Name selected from telephone direc- tory. Person has 16 minutes to call in with exaci temperature. For cor- t answei prize is awarded. kxlq Boze- man. Mont. U. S. TOBACCO CO Model, Dill's Be i Tweed tobi Take a Number Saturdaj 80 pm $5 for questions used: contents of jackpot if missed. $50 for correctly-answered jackpot questions Listeners send quiz and jackpot ques- tions to program, N. Y. MBS 104 SPONSOR Mr. Sponsor: What happens to your audience mail . . . the mail that costs you so much? Your audience mail can be turned into a public relations goldmine if handled properly, if handled economically, if handled promptly. In short, if handled by RADIOLAND MAIL SERVICE, INC. If your audience mail is not paying big dividends, pick up a pencil, phone or telegraph blank and let's hear from you. RADIOLAND can do the same successful customer relations job for you that it has done for sponsors of STOP THE MUSIC, TWENTY QUESTIONS, JUVENILE JURY, LIFE BEGINS AT 80, SMALL FRY. II APRIL 1949 /, o^on^T^--^!^ fan /Pr°0' of LWU1 existed0* tb* ProV^5 /fP°nsoft wh.ave been u* fa<* t£; As V,n^th?P°«ant,th°n>y° hen,} ^*. VSiiij, . IIY Th< Ut„ K>H\ Of >r.ff; 0 t Public ^adjoJand '°onn J's th« /thL "Tw all Imay as 175 „„ S0Jn«imes h fon>'1 9 year. ^nf^oo^o •acfio Jjs teners 0.n Yes'erday f 5:20 IT""*//, a I ,°vo a.m R °niri; minufes 105 IN CHICAGO FOR LOW COST COVERAGE IT'S WAIT 820 K.C. IN THE CENTER OF THE DIAL I REPRESENTED BY RADIO REPRESENTATIVES, INC. An excerpt from a letter to Cleveland's Chief Station BILL O'NEIl, President WJW «c *i.^ CLIVllAND jooo w.ic • EPRCSENTED NATIONALLY BY HEADLEYREED COMPANY MARGARINE (Continued from page 103) \ml in half of the state- permitting margarine selling, wholesalers must pa) state license fees of as high as $1,000. Labelling and packaging re- strictions also add to these Fcderal- and state-induced expenses which are. of course, ultimately paid b) the con- sumer. If the Senate \ cites favorably on the bill jusl passed b) the House, margar- ine manufacturers will have won a major victory in their long fight against the powerful butter lobb) in W ashington. Though this tax elimination was part of the original bill (by Repre- sentative Granger of I tali I which came out of the House Agriculture Committee, the other important clause restricting interstate shipment of mar- garine would have virtually crippled the industry. With this clause stricken out, the last important Federal hurdle for margarine makers is Senate ap- proval of the hill in its present form. The dair\ interests have contended that, if unrestricted, margarine could be sold for butter at half the price. because of its similar yellow appear- ance to which margarine makers reph that a parallel argument can be made for many products, such as nylon imitating silk, plastics resem- bling wood and metals, shortening aping lard. Pro-margarine interests also point to Federal and state laws lat would prevent fraudulent cases of theii product 1 »< - i 1 1 u sold as butter. With the exception of 1016-17. the \earl\ radio budgets of the total adver- tising monej spent by margarine's ading manufacturers have increased since 1 9 12. as follows : ) eat Radio Total '42-'43 $825,000 $2,422,000 'l.'.'ll 896,000 3.842. '44-'45 1,245,000 1,542,000 IV K> 1,263,000 1,590,000 •46-'47 901,000 5,567,000 '47-*4!! 1.670.000 7.722.000 34 23 27 28 L6 .... W ith the contro\eis\ surrounding yellow margarine apparently heading towards a climax via the final disposi- tion of the Granger measure, the fore- most margarine producers have been more or less marking time in their use "I broadcast advertising -with the ex- ception of the Miami compan) and its participation on Queen For a Day. In the belief that bringing any seeming pressure. to bear on the issue through spotlighting margarine on the air. might hinder rather than help their cause, the margarine producers are waiting to see if they're going to be able to sell any yellow margarine before spending a lot of money for nothing. * * * SOAP OPERAS (Continued from pav.e 29) out the emotional values that enter- tain listeners. An experienced serial cast, saturated with both the personalities of their characters and understanding of the storj line, requires little detailed di- rection. Successful directors like Mitch Grayson. Hy Brown, or Martha Alwell are concerned more with bring- ing off a scene effectively— since that's what listeners remember than with word or line reading. \ competent casl quickly gets the "feel" of each daily episode. lt"s the "feel" that sells. Having a director and cast who un- derstand each other mean- the director can do much more in one rehearsal. 1 1 such a director tells an actress. "Schmaltz that speech a little more," In know- how she will take the sugges- tion; she knows just the manner and degree of "schmaltz." More important in putting together a successful show is the high mogul of the story line the man responsible for. or who approves, the predicaments the heroine shall face and solve for the edification, inspiration, and escape SKKY H VE IU Hlii TOKY STEVEN TELEVISED PRESENTATIONS, INC. 153-5th Avenue New York, N.Y. Gramercy 3-5228 Jewel Steven — President V. S BECKER PRODUCTIONS Producers of television and radio pack age shows Representing talent of dis- tinction. 562 5th Ave., New York luxemberg 2-1040 106 SPONSOR of housewives in every cultural and economic bracket of the nation's lis- teners. A layman would naturally think the single most important thing in getting listeners to a soap opera is creating the kind of story listeners like. Hut a veteran producer like II\ Brown will point out that the most important factor is the hour of broad- cast. Hy created house-wifely heart- throbs back in 1933 with Marie, Tin' Utile French Princess, and his credits include successes from Inner Sanctum to Joyce Jordan. M.D. (the woman doctor to win daytime serial fame). Even though the show must demon- strate its power to hold an audience (the records indicate three years isn't too long a building-period for a promising show), the right time-slot guarantees the early broadcasts the vital starting audience. The longer the span of time listeners have to be- come acquainted with the leading characters and become part of their struggles, the better chance the pro- gram has of making the six-or-better rating that all daytime serials seek. Most producers agree these two fac- tors are most important: the correct time slot, and plenty of episodes for the program to creep into the hearts of its audience. While it's true the producer, whether agency or independent, is immediately responsible for the theme and treat- ment of the story, most sponsors re- quire all scripts to be checked and cleared by one of their own executives. This is not only to make sure that the special taboos which rigidly govern the conduct and relationships of serial characters are strictly observed, but it also is to check against accidental references of any kind that might be embarrassing to the sponsor. One story, perhaps apocryphal, had Lever Brothers' head radio man deleting from a seashore scene several gratuitous references to the tide, which word is also the name of a Procter & Gamble product. True or not in this instance, such potentially back- firing references do creep, innocently enough, into a writer's dialogue. The pattern for the typical daytime serial story quickly jelled during the early thirties. The shock of World War II gave the pattern slightly more flexibility, and daytime serial char- acters became slightly more recog- nizable as human beings. It is clear, hoyvever, that the fundamental appeal of these dramas lay then, as noyv. in WHY buy just the Birmingham area? Buy all Alabama for less on WVOK IRALEE BENNS President WILLIAM J. BRENNAN Commercial Manager ] Voice Birmim of Dixie gharri/ Ala. 81,238" WORTH OF PROMOTION MOT to WSYR and NBC Advertisers in 1948 That's what the bill would total at regular rates for WSYR's program promotion last year in Daily Ncyvspaper Advertising Spot Announcements Station-Break Tag Lines Window Displays Mailings to Dealers Preparation of Publicity Outdoor Displays ACUSE 5'0 ic-5000 watts NBC Affiliate in Central New York Headley-Reed, X.itton.il Representative! M» V0« tf*ee e*oV** . . «te^otv II APRIL 1949 107 HOW FAR CAN JARO HESS GO? He's gone too far already, say some. There's the station manager in North Carolina who wrote that got so steamed up looking at the represen- tation of the "Station Manager" that the print hurst into flame. And the New York radio direetor who loeked li»:s eopy of the "Account Execu- tive" in his desk hecause one of the agency account hig-wigs "was kind of sensitive." So it's wise to calculate the risk before decorating your office with these five provocative, radio-rihhing. Jaro Hess drawings. They're 12" x 15", reproduced on top-quality enamel stock, ideal for framing. Besides the Sponsor there's the Timebuyer, the Station Manager, the Account Executive, the Radio Director. While our supply lasts the set is yours — free with your subscription to SPONSOR. Use the handy return card or write to SPONSOR, 40 W. 52 St., New York I?. FREE, your subcription to SPONSOR ($8.00 p.r year) If you think the sponsor is out-of-this- world, then wait 'til you see the four others. Jaro Hess caricatures are available only with your subscrip- tion to SPONSOR. Extra sets, avail- able to subscribers, at $4.00 each. "I am 100% satisfied with your excellent caricature titled Sponsor never satisfied." The Toni Company Don P. Nathanson "It's a good thing advertising men don't bruise easily because these Jaro Hess satires really rib the business." Louis C. Pedlar, Jr. Cahn-Miller, Inc. "The pictures by Jaro Hess are splendid and I'm delighted to have them." Niles Trammell NBC "During each busy day I make it a point to look at them just once. They always bring a smile and relieve tension." Dick Gilbert KRUX 108 SPONSOR their underlying themes, most of which had the same common denominator. This common denominator is the idea that women are superior to men in their wisdom and general capacity to control the affairs of their lives. There have heen a few outstanding exceptions to this basic idea. Under- standing the exceptions points to the fact that the soap opera doesn't have to stay as completely in the straight- jacket of the established patterns as it did until recently. Nevertheless,- most successful serials have a female lead with whom the housewife can easily identify herself. She is noble, righteous, strong, super- humanly put-upon. with never a breathing spell between troubles. She always wins but never completely, ex- cept in a moral sense. This simple formula is worked out generally in one of four typical groups: (1) Homely Philosophers (Ma Perkins, David Harum) ; (2) Cinderellas {Our Gal Sunday, Stella Dallas); (3) Doctors and Nurses (Road of Life. \ora Drake) ; (4) Wo- men on the verge of romance, but never quite making it (Helen Trent, Young Widow Brown). Frank and Anne Hummert, success- ful producers of the largest number of serial strips on the air, are pioneers from the early days in Chicago. They have a genius for selecting themes based on the deep-seated needs and desires of great numbers of women. For example, the question that Helen Trent keeps answering forever in the affirmative is simple and basic: Can a woman be attractive to men after 35? In Rich Man's Darling, Anne Hum- mert wanted to highlight the idea that "money isn't everything" by showing how a young girl suffered from prob- lems brought on from the very fact of her husband's great wealth. When a new writer tried to inject a little originality into the story, Anne firmly clapped the writer back into line, even to illustrating her view with sample dialogue. This rigidity has paid off. This complete avoidance of any deviation or experiment with characters or story- is typical of most successful serials. Today's question is whether there isn't a new approach that promises to add something of value — while still main- taining present audience appeal. There's some evidence that there is. It will be explored in a forthcoming issue. * * * II APRIL 1949 Yes KFYR 550 KC 5000 WATTS NBC AFFILIATE BISMARCK. NO. DAKOTA comes in loud and clear in a larger area than any other station in the U. S. A/ ' ALL /FWIV/5 WERE O^ER. OA/E OF Fm STATES J OR CANADA,- L CAN HBAZ "- \ KFYR LOUP AND CLEAR $h •ASK ANY JOHN BLAIR MAN TO PROVE IT. % FIRST IN THE /? QUAD JZ^ce4- DAVENPORT, ROCK ISLAND, MOLINE, EAST MOLINE AM mo0 1 FM Af Kw. 103.7 Mc. I Y and 22.9 Kw. viiual aural. Channel 5 Basic Affiliate of NBC, the No. 1 Network The November 1948 Conlon Sur- vey shows WOC First in the Quad- Cities in 60 percent of Monday through Friday quarter-hour periods. WOC's dominance among Quad-Cities stations brings sales re- sults in the richest industrial market between Chicago and Omaha . . . Minneapolis and St. Louis. Com- plete program duplication on WOC- FM gives advertisers bonus service. Col. B. J. Palmer, President Ernest Sanders, Manager OAVEN PORT, IOWA v: FREE & PETERS, INC., National Representative* 109 SPONSOR SPEAKS Sell Collective!/ Our admonition to sellers of broad- cast advertising is simple. Sell not only individually Sell col- lectively. Sell so that buyers of advertising fully appreeiate the remarkable ability of the broadcast medium to entertain and influence a nation of 150,000,000 people — or a hamlet of 2.000. Sell so that buyers effectively use this me- dium. We note no individual laek of ini- tiative or energy in selling air adver- tising. If anything, we believe that sellers of broadcasting do a job which rates with the individual efforts of any of the black-and-white media. It's colleetivelv where broadcast selling falls down. Or shall we say. hasn't yet truly started. And this in an era when every black-and-white medium is pooling its efforts to out- compete its contemporaries. Broadcasters owe it to themselves — and to buyers — to pool their efforts. It "s axiomatic that an industry effort will break down walls of resistance that the individual solicitation doesn't even dent. Broadcasters are in a mood to or- ganize a Bureau of Broadcast Adver- tising that will function as aggressivelj and successfully as the Newspaper Bureau of Advertising. It takes mom \ i the newspaper Bureau had $1,000,000 at its disposal during 1949). But for every dollar thus invested we believe that ten or more will return. Can a Broadcast Bureau of Adver- tising, with at least $500,000 at its dis- posal, be in 1949? Here's a job for the NAB. A Federated NAB? Thus far the National Association of Broadcasters hasn't handled the growth of new facets of broadcasting too happily. The pro-FM group with- drew twice from the Association be- cause it felt that NAB was short- changing the staticless high fidelity type of radio. Pro-TV broadcasters within the NAB never really got started in their attempts to have tele- vision receive what they fell was it- due. They went out and formed the Television Broadcasters Association, which has been doing a good pro-TV job. A group of broadcasters inter- ested in facsimile, as pushed b\ Radio Inventions, Inc., formed their own or- ganization to experiment with that medium. While there are to date no associations of broadcasters interested in storecasting or transitradio, it wont be too long before the Taft group i transitradio) and the JoselofT opera- tion (storecasting) start thinking terms of protective and promotional alliances. The NAB board has okaved the em- ployment of a top mar. to head up TV within its organization. FM hasn't made the spectacular advance that Major Armstrong, its inventor, expect- ed of it. Its proponents are neverthe- less very voluble, and claim that FM will take over most oral broadcasting eventually, even if it doesn't com- pletely replace standard AM opera- tions. All these forms of transmitting en- tertainment and education through the air are part of broadcasting, as such belong in the NAB. It isn't as simple as that, however, for TV, FM, and AM all fight for the same advertising dollar. And it's difficult, for example, for an independent FM station owner to see eye to eye with an old esta- blished AM operator. The same is even truer of TV. which as yet hasn't seen the light too clearly and doesn't fight too energetically for black-and- white advertising dollars, rather than radio money. Each facet of broadcasting wants to promote its own business. Yet each is part of broadcasting with many of the same rcgulatorv problems. There is only one way that all can be brought under the same roof, and that's by permitting each to have virtually an organization of its own. and still be part of a "federated" NAB. Agencies and advertisers would like a central organization with which they could work on all their broadcast ad- vertising problems. They realize that each division of broadcasting has a special appeal and wants to sell its own medium. The\ ^lill -a\. "keep them all under the same roof". SPONSOR suggests a "federated" NAB. Applause TV: Door Opener Badio s great door opener toda) is television. Salesmen for networks and station- who have been unable to get bv the second assistant secretary of top management are now ushered into the big boss's office when the) uttei the magii word tele\ ision. In a number of cases T\ is being employed to sell all broadcast adver- tising. Thai's good. The CBS motion picture on TV was shot economically. It was narrated, not by a top-flight an- nouncer, but by working sales execu- tive George Moskovics who has made like presentations with visual accom- paniment He may not be a great commentator, but he's a salesman who -'Hinds -..Id on his product. ( tlhn w hen I A is being promoted, all I nli asl ;i ■'.•'•-■ Far-sighted business leaders see it this way: "Confronted on every side by the challenges of a buyers' market, advertisers can answer successfully by producing goods priced so that they will sell ... advertisers have a major economic responsibility — selling." Yes, 1949 is a year for hard selling — and there are only 235 selling days left! Mutual can help: here are some facts explaing its sales-ability. Time flies, but on Mutual, time sells. Since January 1947, Mutual has increased power in 56 markets (including switches in affiliates.) 22 more stations have C.P's, will up their power. Result : We have more 1000- watt-and-up stations than any other net Mutual's forte in sports programs is one reason for large audiences. World Series games always garner r <■< a r d ratings; Foot- ball, Boxing, other exclusive1-, add measur- ably to Mutual popularity, pulling power. w*m 64% of U.S. retail sales are made in the 137 Metropolitan districts. Mutual covers 136 (day), 130 (night), mostly from within. In the rest of U.S., Mutual delivers more home-town coverage than any other net. «££$$$& With 520 stations. Mutual is the only web that adds local punch to national selling in a majority of markets. Its low-cost "Cut- In Plan" identifies dealers, directs buying; its Promotion builds responsive listening. Advertiser's Dollar goes farther on Mutual. Mutual's low rates, impressive audiences (Nielsen Network Study) add up to more value for the money — whether figured per 1000 homes reached or per rating point. Who owns Mutual? Here are our stockholders: CKLW, Detroit (Essex Broadcasting, Inc.) ; Don Lee Broadcasting System. Pacific Coast; WHK, Cleveland. WHKC, Columbus and WHKR, Akron (United Broadcasting Co.-Cleveland Plain Dealer) ; WIP, Philadelphia (GimbelBros.) ; WGN, Chicago (The Chicago Tribune) ; WOR, New York (R. H. Macy) ; and The Yankee Network, New England (General Tire and Rubber). MUTUAL BROADCASTING SYSTEM \\ OR OH k . IE 6 APRIL 1949 • $8.00 a Year The universal language — p. 21 TVc^J-^aday— p. 58 Coverage>-,rr,^-, rint — p. 24 How to popul. " „n. i kin — i Operation EnferteinirwiT The skies over Virginia are thick with Havens & Martin broadcasts. And what attention they get! From WMBG comes NBC's finest. And WMBG locally has a remarkable record. The first station in Virginia to broadcast commercially, the first to own a tape recorder, the first to tie in with a leased national news service. WTVR, Virginia's only television station, brings to Virginia viewers the facilities of NBC-TV. Its local coverage is building a great television market. These First Stations of Virginia are first in many ways. Foremost, they're old friends . . . and favored in the hearts of their audience. t WMBG am WTVR" WCOD'« Qfwti/ C//r//wj/.) <>/ 4 ny//tm Havens and Martin Stations, Richmond 20, Va. John Blair & Company, National Representatives Affiliates of National Broadcasting Company TS... SPONSOR REPORTS.. ..SPONSOR REPORT Selective auto air ads at high $25,000 a year spent by average newspaper using air time Merchandising stations get this schedule Cigarettes lead in giant- market sales Saturation far away? Web staffs jittery "Lone Ranger" at $15,000 a picture? 25 April 1949 Automotive selective placement hit post-war high during March, doubling automotive market-by-market broadcast advertising of average month of past year. Most campaigns were of short-term nature. -SR- Newspapers using radio for promotion spend $25,000 each year, according to Bert Stolpe, promotion manager of Des Moines "Register and Tribune." Papers that pay for time are more pro-broadcast advertising than those who trade time for space. -SR- Bu-Tay Products placed its Rain Drops (detergent) radio schedules with stations that reported they were ready to merchandise product with contests and other promotion. No merchandising — no schedule — is way campaign was set up. Firm has no sales staff. -SR- Biggest single purchase of women at giant markets is said to be cigarettes and tobacco, with canned vegetables running close second, Cigarette daytime broadcast advertising is addressed especially to women shoppers, to spur this buying. -SR- No such thing as sales saturation, claims Ben Duffy (BBD&O) , whose feelings are backed by Gerald Carson (K&E) . Need is for more door- bell-ringing by broadcast advertising and salesmen, says Servel president Louis Ruthenburg. -SR- Staff morale at networks hit new low during April. MBS employees expect changes due to new president (Frank White) . NBC junior executives have been waiting top-level changes all month, with expectation that they will be affected. CBS, where goose hangs high, should be placid, but major changes are expected daily. ABC staff cuts have been handled relatively painlessly, but missing faces are noted weekly, with attendant speculation among ABC minor executives. Feeling at webs is that there's nothing constant but change in 1949. -SR- TV is watching Jack Chertok's committment to bring in 52 half-hour motion pictures of "Lone Ranger" under $750, 000, or roughly $15,000 a film, for General Mills. Producers in New York and on the Coast don't think a good grade B Western can be produced for this money. "If it can," states Hollywood camera authority, "we've been crazy for years." SPONSOR. Volume 3. No. 11. 25 April 1949. Published biweekl] by SPONSOR Publications Inc. 32nd and Kim. Baltimore 11. Md. Advertising. Editorial. Circulation Offices 40 W. 52 St.. N. Y. 19. N.Y. $8 a year in U. S. $9 elsewhere. Entered as secAnd i under Act 3 March 1879. 25 APRIL 1949 REPORTS. . .SPONSOR RE PORTS. .. SPONSOR Is the Code NAB's right to set standards of practice for members was confirmed ignored? by members almost three to one, but broadcast advertising executives still expect standards provisions to be ignored by most stations. First-quarter TV advertising passed $5,000,000 Folsom sitting in on NBC policy meetings -SR- TV advertisers in excess of 1,027 placed $5,240,665 worth of adver- tising during first quarter of 1949, according to report by N. C. Rorabaugh. This figure, based upon gross time rates with no program expenditures included, indicated $2,077,511 spent by selective users of medium, $1,732,594 by network advertisers, and $1,430,560 by local-retail merchants. -SR- Frank Folsom, RCA president, or his representative, is sitting in on all policy meetings of NBC departments. Most departments at network are being asked to justify budgets. Folsom's dictum to all RCA executives, "RCA must be first in everything." Music libraries »ore commercial Waste in advertising? -SR- Music libraries of stations continue to become more and more com- mercial. Pioneer on stressing what can be done to sell musical packages made from station libraries is Lang-Worth which reports 1,200 advertisers buying its packages. Standard also has built a number of star shows and now calls itself "Library with the com- mercial touch." -SR- April is month during which researchers laid emphasis on waste in use of advertising. Horace Schwerin claimed broadcast advertisers waste 50% of their money by not pre-testing copy and appeal. Marion Harper, Jr. (McCann-Ericksen) quoted Professor Borden's statement that "development in techniques for preventing waste in field of advertising has not equalled development of techniques for prevent- ing waste in production and in marketing." Harper advocates 5% of all advertising for research. please turn to page 50 IN THIS ISSUE capsuled highlights Psychological releases inherent in daytime page 29 serials are no accident. They're part of the formula. Direct mail selling — its place on the air? page 42 Mr. Sponsor Asks and four radio authorities answer. How to sell a paper napkin was a problem page 34 until Hudson Paper used a Duane Jones formula to change a living habit. Those beautiful coverage maps are fre- page 24 quently thrown in the wastepaper basket. SPONSOR'S report explains why. Broadcast advertising plays a major role page 26 in selling gasoline and oil. What the great refiners are using is charted as to program and broadcast form. IN FUTURE ISSUES Baseball and its sponsors. 9 May Who listens in the dog days. 9 May Broadcast advertising costs in the Sum- 9 May mertime. Folk music moves outdoors. 9 May Fall buying starts in August. 9 May SPONSOR "THE LONG ISLAND STORY" HICTDIDIITIAM AC IICTCMIMr_ UAMEt AMHMr. CTATIAMC 8:00 to 10:00 AM 10:00 to 12 Noon 12:00 to 2:00 PM 2:00 to 4:00 PM 4:00 to 4:30 PM WHLI 25.4 22.9 23.2 24.8 30.0 NETWORK A 23.7 28.9 29.5 22.0 21.7 NETWORK B 16.2 18.1 18.5 21.0 18.3 NETWORK C 12.3 10.4 7.5 9.3 8.3 NETWORK D 9.7 9.6 9.9 12.6 16.7 ALL OTHERS 12.7 10.1 11.4 10.3 5.0 Source: Conlan Survey Periods: Sunday through Saturday — January 23-29, 1949 8:00 AM to 4:30 PM — Hempstead, New York i FM I 98.3 N 'THE VOICE OF LONG ISLAND" Will 1 » ic WW ■ ■ ■ i m noo kc HEMPSTEAD, LONG ISLAND, NEW YORK Joseph A. Lenn \ ice-President. Salt's I hi- I. Godofsky President Paul Godofsk) KxiTiitm* \ i»«' President mm* VOL 3 HO.^ 25 M>R\l WA9 I SPONSOR REPORTS I 40 WEST 52ND 4 ON THE HILL 8 MR. SPONSOR: W. WOODRUFF BISSELL 14 | PS. 16 THE UNIVERSAL LANGUAGE 21 BLUE PRINTING A COVERAGE MAP 24 I GASOLINE AND OIL 26 1 SECRET LIFE OF A SOAP OPERA 29 HOW TO SELL A NAPKIN 34 I MR. SPONSOR ASKS 42 4-NETWORK PROGRAM COMPARAGRAPH 53 TV COSTS TODAY 58 TV RESULTS 61 SPONSOR SPEAKS 66 APPLAUSE 66 Published biweekly bj SPONSOR PUBLICATIONS INC. i i and Advertlslnn < nil a 40 West 52 Yorl ID. N. 1 Tclei Plaza 3-11216. ■ i i . phone i- In I'ubllration Ofllci 32nd and Elm, Baltimore, M.i Sub crlptlons I nlted States J8 a yea I' ' r. i S A. Copyright 1940 SPONSOR PUBLICATIONS INC. President anil Publisher: Norman It, Glenn. Secretary- Coupi Glenn. Ei lltoi Ji eph M. Koehlei \ Roclatc Edltoi Frank Bannister, Charles Dal i ! ■ fiber Stella Brauner. Art IV ng Dlrertoi Lcstei 1 ■ i ■ Mil LcBlang; lilrago Manager) Jerry Qlynn Jr.; (Los Duncan A Bcotl A.- Co., 2978 Wllshlre Blvd.; (San Francisco) Duncan A. Scotl & 0 Mills lildn. Manager: Milton Kn I a De] ilarcla <'lilnli/. Emily Cutlllo. i [JD&O 40 West 52nd TV INFORMATION Let mo take this opportunity I" congratulate you on your splendid publication. The information it con- tains i> invaluable to agencies having to produce TV shows over new stations and in a completely new media for the agencj . W. G. Clakkmin. Jk. W. G. Clarkson. Jr. Fort Worth. Tex. "BULOVA" LIKED I'd like to add a word of praise for your current article entitled What Makes Bulova Tick? It certainly is an r\i client and comprehensive story of smart, congruous use of spot radio to build and sell a highly competitive product. There are mam local, regional, and national selective radio advertisers who have similar success stories to tell — thank God! Dan Schmidt III George P. Hollingbery Atlanta. Ga. PROTEST! I must register the strongest possible protest to the direct statement on page 2 of your issue of March 2!!th. in which you state. "Radio and television fan publication formula is still unde- veloped." For 15 years our company has pub- lished Radio Mirror. It so happens thai this magazine is one of the most profitable magazines that our eompam publishes. Its current circulation is in excess of 700.0(H) copies per month, net paid al 2."h* per copy,. Ii~ circulation developmenl in the last year is quite probablv second to none in the publishing field. Its April issue a year ago sold just under 500,- 000 copies uii the newsstands, and its issue "I this yeai will exceed the figure mentioned above. For manj years the magazine was sold at IV. and il> rise to this circu- lation level was nol impeded bj the increase "I the cover price to the higher level. Interestingl) enough, the circulation of our magazine continued to i ise (Please turn to page (i) See your station representative or write LUIS-WORTH feature programs, inc. 113 W. 57th ST., NEW fORK 19, N. Y. i -KSc. <-lA, PLAllt WYAK. JTTE EAVENWORTH CLINTON RAY 1AFAYETT, OHNSON DOUGLAS JEFFERSON CA TCHISON BUCHANAN CALDWELL HO VLINE DONIPHAN ANDREW DEKALB*.* AVIESS LIVINGSTON SANKLIN OSAG ?Ur- II IAD _ISOr JON ^ULE L.IR MONITE/ HOWARD BOONE ADAI 'SCHUYLER SCOTLAND WAPELf PPANOOSE WAYNE DECATUR RINGGOU AYLOR PAGE FREMONT OTOE FILLMOE THAYER JEWELL REPUBLIC MITCHELL' .LOUD OTTAWA LINCOLN ELLSWORJ 7ICE McF Yessir! 213 booming counties lie inside the measured Vi mv. coverage of KCMO's powerful 50,000 watt beam! Add to this supercharged signal, program- ming that's carefully tuned to Mid America listeners, and you have a formula for low cost per 1,000 coveragel KCMO Kansas City's Most Powerful Station 50.000 Watti Day- time Non-Directional 10,000 Watti Night— 810 kc. KANSAS CITY, MISSOURI Basic ABC tor Mid-America To determine the depth of listening in the heart of its 29 county BMB area, KGLO commissioned Edw. G. Doody & Co., St. Louis, to conduct a- COINCIDENTAL survey. This survey is the first of its kind, covering the core of this prosperous, balanced urban-farm mar- ket which has more wealth, per capita, than any other area of equal dimensions in the U. S. Adequate samp- ling gives an accurate pic- EDW. G. DOODY CO. ture of KGLO dominance in the important rural market of Northern Iowa and Southern Minnesota. Get your copy of this Doody coincidental sur- vey to verify your radio coverage in this important midwest market. Contact Walter J. Rothschild, Nat'l. Sales Mgr., Lee Stations, Quincy, Illinois, or call your weed & CO. repre- sentative. SSMff* IOWA STATIONS ^ MASON CITY W |OWA 1300 K.C., 5.000 Watts CBS Affiliate COVERAGE — 29 rich counties in Iowa and Minnesota. Urban communities include Mason City and Charles City, Iowa; Austin and Albert Lea, Minnesota. Audience produces more corn, hogs, grain-fed cattle, oats, eggs, poultry, and cash farm income than any other area of equal dimensions in United States. KGLO — FM 101.1 MC ERP 16,000 Watts f/-?M 930 K.C., CBS QUINCY ILLINOIS 1.000 Watts Affiliate COVERAGE — 34 Mississippi Valley counties in Illinois, Miss- ouri, and Iowa . . . almost equal division between urban and farm listeners. Cities include Quincy, Illinois; Hannibal, Missouri; and Keokuk, Iowa — core of pro- ductive Illinois-Missouri-Iowa ag- ricultural region. Continuing Doody Surveys prove WTAD's consistent dominance. WTAD — FM 99.5 MC ERP 53,000 Wotts REPRESENTED BY WEED It COMPANY: NEW YORK • CHICAGO • DETROIT • BOSTON • ATLANTA • HOLLYWOOD • SAN FRANCISCO 25 APRIL 1949 BROADCASTERS PROGRAM SYNDICATE Success Story. - Since its organization less than a year ago, the Broadcasters Program Syndicate has built a success story unparalleled in the history of radio. Operating on a subscription basis exclusively, the Broad- casters Program Syndicate is essentially of, by, and for station subscriber-members. ■ A single weekly fee* equal to the subscribing station's national one-time class A quarter-hour rate entitles the station to the Syndicate's entire output of. network-calibre programs. All current programs — plus every additional series produced by the Syndicate in the future. Currently, for a single weekly fee* "PAT O'BRIEN FROM HOLLYWOOD," "FRONTIER TOWN," and "ADVEN- TURES OF FRANK RACE" all go to the following members of the Broadcasters Program Syndicate: ALABAMA WKAX, Birmingham WEBJ. Brewton WABB. Mobile WAPX. Monlqomrry Afl/ONA KAWT. Douglas KTAP. Photnii KYCA. Prcscotl KGLU. . atti.r.l KTUC. Tucson KYUM. Yuma CALIFORNIA KERN. BaktrsHtld KDON. Monltrty KXOA. Sacramento KUSN. San Dirgo KCBS. San Franci COLORADO KFXJ. Grand Juncli KCHF. Putl.lu CONNECTICUT WTOR. Torringlon FLORIDA WEUS. Eusli WMBR. Jack WCNH. Quincy GEORGIA WGPC, Albany . WRFC, Athens WCON, Atlanta WBBQ, Auousla WRBL, Columbus IDAHO KRPL, Moscow KLIX. Twin Falls . ILLINOIS WSIV. Prkin INDIANA WHBU. Anderson WEOA, Evantvlllt YVFBM, Indianapolis IOWA KFJB. Marshalllr - KYYPC, Muacalii KENTUCKY WLEX, Le.inntnn WINN. Latlltvllh) | . MICHIGAN WFDF. Flint WFUR. Grand Rapids WKNX, Saginaw MINNESOTA KROC. Rochester WEBC. Dululh WMFG. Hibbing WHLB. Virginia MONTANA KANA, «'!•■ RADIO-PROMOTION COMPETITION I Communications to 1 S64 Broadway New York 1 '), N. Y. ; Tin- Hillhmml THE WINNERS The Billboard's Eleventh Annual Radio and Television Promotion Competition Audience Promotion Sales Promotion Audience-Sales Promotion Network (Regional) 1 SI NBC WES1ERN 1 troti, reepee: Helen Hall. Mi ^ Network (Regional) (NO AWiRDS)_____ Net work__(Ji£sis«al ) Public Service Promotion "° ".,(0 TIME SO OOO WATTS CLEAR CHANNEL 1" G« 1ST WENR1 F' H •* T. 1! Lol_ KnuHd Lrwla All 3D KSTP TV, ^ S'.ttl)!r\ KVOO 0*iW a— " *"*?, P H I L T O W E R T U L S A 3 Jfc Jlta. "■ Network (Regional) 1ST Clear Channel Network Affiliate^ 1ST KVOO, TULSA, OKLAHOMA k" William B Mil V. P A: Gen. Mgr.: Theodore A. Walters. Prom Mg u/iuiMuiriyy.Ti n 1, LAWRENCE, MASS. Morrill. Oen Mur , Pr«! A Prom Mgr. Channel Network filiate V, IND. U. Sta Mgr Hilda C lit!. Prom Mgr. B. Pru . BUI Wiseman. m.l John Connor*. Mwork Affiliate Varren Mlddleton. .IE. 1< . L»*on P Gorman Its. IMgr : Jav ileum. ^ s^ xooo Wes Corporation Forlwu., Prom. If. I; Otne OMh. I M» WatU Itaxadrn. . Pron WU, UtMNrSAJK. J Bui W»v, ~ Hnro'd A Crittenden. Oen M»r . ueth E ComDlon. Prom. M^r. Ken- SPONSOR APRIL 1949 New and renew ffi B New National Selective Business SPONSOR PRODUCT AGENCY STATIONS CAMPAIGN, start, duration Bon Ami Co Canada Drj Ginger Ale, Inc Delta Air Lines Eskimo Pie Corp H. J. Heinz Co Hygienic Products Co N ational Biscuit I " Glass Gloss Beverages UlilhVO (N.Y.) J. M. Matties (N.Y.) Summer air travel Burke Dowling Adams (Montclair, N.J.) Ice Cream Buchanan (N.Y.) Ilii/ Chef's Rereipe Maxon (N.Y.) Sauces Mel-0 Water Softener Lew is & Gilman (Phila.) Graham Crackers McCann-Erickson (N.Y.) Lydia E. 'Pinkham Medicine Vegetahle Co Compound "Reporter," Inc R. .1. Reynolds Standard Brands, Inc "Reporter" Magazine Cavalier Cigarettes Tender Leaf Tea Union Starch & Refining Co Table Syrups, Marshmal-O-Creme Erwin, Wasey (N.Y.) Buchanan (N.Y.) Esty (N.Y.) Compton (N.Y.) Kastor (Chi.) R. I.. Watkins & Co Dr. Lyons Tooth D-F-S (N.Y.) Paste "Station list set at present, although more man he added later. [Fifty-two weeks generally means a lS-week contract ivith options for S IS-week period) Indef E.t. spots, breaks; Apr 25 on: 52 All kej metropolitan mkt»i wks 20-30* E.t. spots, breaks; May-Jun; 13 (Spring-Summer campaign) wks 8-10 Spots, breaks; Apr IS; 4-8 wks (Limited to East, Midwest i Indef* E.t. spots; Apr lfs-May 15; I wks (Mainly South, Southwest) Indef* E.t. spots, breaks; Indef; 1-1! wks (Will go national, after test in Syracuse, N.Y.) 8-10* Spots, breaks; May 1 on; 13 «k« (Expanding campaign in Midwest, Texas) Indef (Promotions in 4 Midwest mkts) 25-3U' (Mostly South, Midwest mkts) Indef* (Intro campaign, mostly Midwest mkts) Indef (Natl campaign following mkt tests) 100-200* (Natl campaign, major mkts) Indef* (Expanding limited Midwest campaign) Indef* E.t. spots; breaks; May-Jun; 13-52 (Adding to current sched wks in Midwest) week renewals. It's subject to cancellation at th Various local prgms; May; 13 wks E.t. spots; Apr IS; 13 wks E.t. breaks; April 22-26; 1 wk E.t. spots, breaks: May-Jun: 13 wks E.t. spots; Apr 25; 13 wks Spots, breaks; Apr-May; 13 wks New and Renewed Television (Network and Selective) SPONSOR AGENCY NET OR STATIONS PROGRAM, time, start, duration American Chicle t !o American Cigarette & Cigar Co (Pall Mall) American Tobacco Co ( Lucky Strike) A. S. Beck Shoe Corp P. Ballantine & Sons (Beer) Beltone Hearing Aid Co Benrus Watch Co Blown & Williamson Corp i Wools) Canada Dry (Beverages) Carbona Products Inc (Shoe polish) I ot3 Inc (Cosmetics) I mils Publishing Co (Ladies Home Journal) Durham-Enders Razor Corp Erlipse Sleep Prods Inc Elgin National Watch Co Forstner Chain Corp (Jewelry) Goodall Co (Palm Beach Suits) D. P. Harris ( Hardware) Henry Heide Inc (Candy) Lever Brothers Co (Silverdust) Ba Iger & Browning & Hersey Sullivan, Stauffer, Colwell & Bayles N. W. Ayer Dorland J. Walter Thompson Ruthrauff & Ryan J. D. Tarcher Ted Bates J. M. Mathes Ralph Harris Brack BBD&O F. D. Richards H. J. Kaufman J. Walter Thompson A. W. Levin Ruthrauff & Ryan Kiesewetter, Wetterau & Baker Kelly-Nason Sulli\an, Stauffer, ( .dwell & Bayles WABD. N.Y. KTLA, L.A. WBKB, Chi CBS-TV, N.Y. WENR, Chi WABD, N.Y. WPIX, N.Y. WNBT, N.Y. WRGB, Schen. WABD, N.Y. WNBQ, Chi WNBQ, Chi WPIX, N.Y. ABC-TV, net WABD, N.Y. WNBT, N.Y. CBS-TV, N.Y. WNBK, Cleve WPTZ, Phila WBZT, Boston WXYZ, Det WPTZ, Phila CBS-TV, N.Y. CBS-TV, N.Y. WNBQ, Chi CBS-TV, N.Y. 19 stations WNBT. N.Y. WABD, N.t t US-TV, N.Y. WUZ-TV, \ . 1 Film spots; Apr 4; .">2 wks (n) Film spots; various starting dates betw Apr 12-30; 13 wks (n) Film anncmts; Mar 23: 13 wks (r) Candlelight Review; Thurs 10-10:30 pm; 13 wks (n) Baseball; All New York Yankees home games; Apr 15 (n) Film anncmts; Mar 11; 13 wks (n) Film anncmts; Apr 3; 52 wks (n) Boxing; Sat 9-9:39 pm; Mar 12; 13 wks (n) Super Circus; Sun 5-6 pm; Apr 3; 13 wks (n) Film spots; Apr 5; 13 wks (n) Film spots; Apr 11; 2 wks (id Film anncmts; Apr 18; 13 wks (n) Film spots; Apr 1; 13 wks (n) Film spots; Apr 13; 13 wks (n) Film anncmts; Mar 21; 52 wks (n) Film spots; May 1; 5 wks (n) How To Improve Your Golf; various starting dates betw Apr 6-15; 5 min films; 13 wks (n) Thrills on Wheels: Mon & Thurs; 6:55-7 pm; 13 wks (n) Film spots; Apr 25; 39 wks (n) Film spots; Mas '•: ' wks (n) In next issue: New and Henetved on Xetirorhs. Sponsor Personnel 4'hanuvs. National Broadcast Sales Executive Chanaes. New Aaenen Appointments New and Renewed Television (Continued) SPONSOR AGENCY NET STATIONS PROGRAM, time, start duration LicKct & Myers (Chesterfields I Magna Engineering Corp 1, ols Nash-KelA inator <"<>ri> ( Refrigeratoi - 1 \ ii -Enamel Corp i Paints Procter & Gamble Co (Tide) Reed & Barton i Silvern ai c > Rival Mfg i .. I Applialli es San-Nap-Pak Mfg Co Simmons Co i Mattresses) United Air Lines I . S. Rubber I. It. Williams < " i Shav ing products) New ell-Fmmett J. Walter Thompson Geyer, Newell & Ganger A. A. Turner Benton & Bo« les Hedger & Browning ex: Hi'isin I'ot ts-l alkni- & Holder Federal 'I 'k \ mu». N.Y. CBS-TV, N.i . WNHW. Wash Wli/.T. Boston W'N'BK, (leve w ( \l I \ . Phila W Aid). N.l . WAIiD, N.I WGN-TV, Chi WNIUJ. Chi WJZ-TV, N.Y. W Aid), N.Y. WCAU-TV, Phila CBS-TV, N.Y. CBS-TV, WIT/. Phila Baseball; New York Giants home games; Apr 16; (n) Wall's Workshop; Mon 7-7:3(1 pm; Mar 7; 13 »k- n Film anncmts; Apr 21; in wks (n) Film spots; Mar 3(1; 13 w ks (n) Film anncmts; Apr 2.7; 52 wks (n) Film anncmts; various starting dates betw Apr 5-9 ■ 1 wks In) Needle Shop; Thurs 1:30-45 pm; Mar 19; 13 wks (n) .lark 1 igen; Thurs 7:45-8 pm; Apr 7; .72 wks (n) Film spots; various starting dates betw Mar 28-April 5; 13 wks (n) Film spots; Apr 14; 8 wks (n) Lucky Pup; Fri 6:30-6:45 pm; Mar 25; 13 wks i n i Act It Out; Sun 6:30-7 pm; Apr 3; 13 wks in) Advertising Agency Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION John R. Allen Fdjrar A. Barwood John Hates i . Ralph Bennett F'rank P. Bibas William W. Boddie T. Went« in th Boykin Jr. Frank Brandt John Read Hun Arthur (a ej Lloyd II. Coutts Sally Cramer Thomas Liu in Robert R. Ferr> Charles II. Furej George Garvin Bi i, M. Hall Robert I). Hawkins Gene* in e Hazzard ('lav Herrirk Milton Hertz Gerard S. Huston Willis T. Jen ;en Wallace Sheppard Ionian Brock King Robert Kirschbaum Milford F. Kostman William A. Lot/ George I'. MacGregoi William .1. Mautet Guy Mercei Lloyd Miner Norman B. Moellei ( . Sew ell Pangman A. Allan Peters i M Randolph Harry R. Sanders Kenneth w. Sickingcr Paul Smilh Robert I.. Smock Martin K. Spec-liter Cameron C. Stineman Allie Stolz i inn ail F. Stuhlman llias E. Sugarman Frank C. Suto lr Unheit .1. Terbruegg-en Albert II. Thomas Hi i bet i A. \ iii iol William (.. w hiti Ralph Whit more How aid Wolf Da\ id v el I i ii lohn R. Allen Associates, N. Y., head Maxfield, Providence R. I., acct exec J. M. Mathes. N. Y., radio dir Fred Gardner, N. Y., creative dir Casanave-Artlee Pictures Inc. N. V., vp in chcre sis Buchanan. N. Y. , acct exec McCann-Erickson, N. Y., acct exec Stiv. Baer .V Fuller Co., St. I... pub rel dir Dominion Stores Ltd, Toronto Canada, adv dir McCann-Erickson, N. Y.. Revlon creative service dir l.ennen & Mitchell. N. Y., vp C. .1. LaRoche, N. Y., exec asst to tires Peck, N. Y. Gottschaldt, Morris & Slack, Miami, sec Henri, Hurst & McDonald, Chi., copy stall John P. Smith. Rochester N. V.. creative dir Henry Bach. N. V.. acct exec William Morris, N. Y. l. Waltei Thompson, Toronto Canada O'Neil. Larson .V McMahon. Chi. Wilson Sporting Goods Co, Chi., adv mgr Dancer-Fitzgerald-Sample, N. Y. .1. Sterling Getchell, N. Y. Buchen, Chi. Lewis Edwin Ryan. Wash., radio dir Glenn, L. A., vp KVOO, Tulsa Okla., mm dept head Wallachs, N. V. Smith, Smalley *x- Tester, N. Y., pres Bo/ell nirk, St. L. Billboard, N. Y., editor, Ren mgr eastern di\ Ronson Art Metal Works Inc, Newark N. J. Grey, N. Y., research dir Benton & Bowles, N. Y'. Smith, Hull & MrCreery, L. A., arcl exei \. \\ . Ami, Phila., chief copywritei .Asst to producer, "Inside U. S. A." Grant, N. Y., vp in chcre TV Arthur F. Brown, Boston, acct exec Kenyon & Eckhardt, N. Y.. radio prodn superv Same, vp McCann-Erickson, N. Y., film dir George Kirksey, Houston, acct exec I llintrtnn, N. Y., acct exec Shappe-Wilkes. N. Y., TV art dir Federal, N. Y., acct exec Gardner, St. L., radio, TV dir O'Brien. Vancouver Canada, acct exec Robert W. Orr, N. Y., acct exec Abbot Kimball, Chi., vp, dir, uen mcrr Same, vp in chcre contact depl Gordon & Mottern, N. Y., radio, TV dir lio/.ell As Jacobs, Wash., acct exec Same, radio, TV dir Same, acct exec Morris F. Tandy, Detroit, acct exec, radio depl mgr Fuller & Smith & Ross. Cleve., acct exec Same, radio, TV dir E. W. Reynolds, Toronto Canada, accl exec Charles L. Rumrill, Rochester N. Y., acct exec Same, radio, TV head Long, S. v., acct exec Shappe-Wilkes, N. Y., head radio, TV depl W. B. Doner, Chi., acct exec | ampin II Million. Chi., acct exec Kenyon & I ■ kh.mli. N. Y., acct exec Paris .x Peart, N. V.. acct exec F'uller & Smith & Ross, Chi., acct exei Steller-Miller-Lester, L. A., radio dir Norman B. Mueller (new), L. A., head Oakleigh R. French, St. L.. media dir Marcel SchulhofT, N. Y., acct exec White, Tulsa Okla.. radio. TV, motion picture dept head Hirshon-Garfield, N. Y.. accl exec Henri, Hurst ,V McDonald. Chi., vp, acct exec Paul Smith (new), N. Y., head Hewitt, Ogilvy, Benson & Mather, N. Y., radio, TV dir Same, Wash., media, mdsg mcrr Reincke, Meyer & Finn. Chi., acct exec Fisher, Rigas, Newark, accl exec Westheimer, St. 1... acct exec Fin man. Feiner, N. Y.. asst to pres. super TV activities Wchlier, Newark N. .1.. acct exec Clark \ Rirkerd. Detroit, media dir Charles L. Rumrill, Rochester N. Y., acct exec Same, research, media dir Pedlar \ Ryan, N. V. chief timchllxi L. W. Ramsey, L. A., acct exec Weightman, Phila., pres Elliott Nonas, N. Y.. radio. TV du Station Representation Changes STATION AFFILIATION NEW NATIONAL REPRESENTATIVE i KTS, Sherbrook Que. Dominion K VKE, Wichita Ivans. Mils MTItJ. San Dili:., Calif. (IIS IvFI'O. II. Paso Tin. All! KGLC, Miami Okla. Independent lxi \ . I \ I \ Independent KPAC, Beaumont, Porl Vrthui Tex. MBS KRON I \ . S. F. Mi< KW ii. Wi< hits l all Tex. ( BS WANE. I i v. ;,,,,, Ind. I BS w i.l M. (Mm. , III. UK ws\l, Schencctad) N. > Independent Willi. I. . m Haul, Ind. UK I'. . wiii reported incorrectls last month. .1. A. Hardy for ( anadu Walker George P. Hollingberj John Blait Adam .1. Young hat/ Donald Cooke Free & l'r(cis John hi. in Balling w alket Adam .1 . ^ oung Boiling CLEAR-CHANNEL PUBLIC SERVICE IS A WORLD INFLUENCE FOR PEACE AND HUMANITY i n its quarter-century history, the radio industry has furnished many examples of distinguished public service in times of crisis. Almost every community has had its flood, hurricane or disaster, during which its radio stations have pitched in wonderfully and successfully. WHO is proud to have shared in many such epics of puhlie service — is still prouder, however, of a continuing service we have now heen rendering for over three consecutive years: In December, 1945, WHO spotted an international emergency of hunger and poverty in Europe — hegan telling its lis- teners ahout it three nights a week, from 10:30 to 10:45, on our local public- service feature, "The Billhoard." WHO listeners in 39 states responded immedi- ately, sending parcels to European families SHi- whose names were supplied hy WHO. Eor three years the response has continued. To date, more than 260.000 packages from 41 states have gone to 8 European coun- tries, and now (480 programs later!) the response is still strong and steady! This remarkable record is proof of WHO's listener-acceptance and confidence, based on many years of sincere good serv- ice. It stands to reason that such confi- dence is also conferred, in large measure, on the products advertised over WHO, and on the people who make them. WHO +/©r Iowa PLUS + Des Moines . . . 50,000 Watts Col. B. J. Palmer, President P. A. Loyet, Resident Manager FREE & PETERS, INC. National Representatives 25 APRIL 1949 13 for profitable selling - I NVE STIG ATE WDEL WILMINGTON DEI. WGAL LANCASTER PENNA. WKBO HARRISBURG PENNA. A WORK YORK PENNA. WRAW READING PENNA. WEST EASTON PENNA. Represented by WM ROBERT MEEKER m hmk a s s o c i A T E S Al&^ Ni'w York • Chicago MNM| San Francisco • Los Angeles Clair R. McCollough Managing Director STEINMAN STATIONS I i 3Mr. Sponsor U. 11 oo druff Bissvll Advertising Manager Handmacher-Vogel, Inc., New York Bald, heavy-set Woody Bissell came to Handmacher-Vogel two years ago amply equipped to handle ad matters for the women's tailored-suit firm. He came by the equipment first at Newell-Emmett, then as an ad man for various textile houses, subsequently at the head of his own agency for a time, and finally through ten years as advertising manager for Sears, Roebuck. He also furthered his experience via a stint as district price executive for the OPA in the New York area during the war. Before Bissell joined Handmacher-Vogel, the company used only national fashion magazines, with that policy later broadening out to include consumer publications like the Saiurday Evening Post. This advertising formula didn't accomplish its objective, the firm failing to detect any direct sales results. Six months ago H-Y finally found a visual medium for promoting its line of specially-cut women's suits that is paying off nicely — video. When the company bought spots on TV stations throughout the country, it increased its ad budget. It's so satisfied with the effec- tiveness of TV as an advertising medium that H-V will sponsor a weekly 15-minute show next Fall in New ^ ork. The program will feature Jane Derby, H-V designer, and will combine fashion presenta- tions and entertainment. Including this show, Handmacher-Vogel's total ad budget for 1949 is close to $400,000, half of which goes for TV and radio — the latter being used in seven cities which have no TV stations but do have H-V retail outlets. This selective audio campaign is limited, the company not being too interested in broad- casting without sight. Informal, energetic, Bissell still finds time, despite traveling three hours a day to and from his home in Northport, Long Island, to be the Democratic Committeeman in his township (a Republican stronghold), as well as the chairman of Northport's ^ oiith Guidance Committee. When he isn't doing all that, and isn't at his New York desk, he's taking a swing around the company's five large, modern factories in rural areas of Kentucky — or else building a houseboat to sail the waters of Long Island Sound off Northport 14 SPONSOR .. WHAT ABOUT ADVERTISING? •>•) .ny man who calls on grocers these days has heard the question, "What about advertising?" That's because it's an important factor to the local merchant. He feels its force every day. As a rule he's a regular listener. He hears the com- mercials, enjoys the shows, and as he stands behind the cash register, he sees dollar and cents evidence that good consistent radio advertis- ing pays off. Grocers in North Dakota are no KSJB, 5000 Watts at 600 KC. the CSS Of The Nation". Studios in Jamestown exception. From actual experience they know what your advertising will do for their sales. They know too station KSJB will deliver a premium audience, create a highly profitable demand. Basically, these are the reasons why KSJB is your best buy in North Dakota . . . To back up these claims all George Hollingbery repre- station covering "The Top end Fargo, North Dakota sentatives now have a copy of the latest area survey made in seven key North Dakota counties. Based on 6,202 calls the survey shows KSJB ahead two to one. — KSJB's — LATEST RATINGS Morning Afternoon Evening KSJB 54.4 46.5 49.6 Station A. . . 18.0 21.4 23.5 Station B. . . 19.3 25.5 17.7 All Others... 8.3 6.6 9.2 Survey taken in Stuisman, Barnes, Griggs, Fosfer, Kidder, Logan, and LaMour counties, North Dakota. \vir deveio£mente on SPONSOR stories The Texas Rangers, America's greatest western act, for many years stars of radio, screen and Stage, now are starring in their own television show on CBS- Los Angeles Times station KTTV each Monday evening. They star, too, on the CBS coast-to-coast network each Saturday afternoon, 4-4:30 KST. The Texas Rangers transcrip- tions, used on scores of stations from coast to coast, have achieved Hooperatings as high as 27.4. Advertisers and stations — we have a new and even better sales plan! Ask about it! ARTHUR B. CHURCH Production* KANSAS CITY 6, MISSOURI |>V See: "Mens Clothing War" IsSJe: 17 January 1949 Subject: Is the battle for the men's clothing dollar still going strong? Are there any pro- nounced trends toward increased accep- tance of national brand names? Brand consciousness among buyers of men's clothing is practically non-existent, according to preliminary figures released by the Bureau of Agricultural Economics. The survey, which will be released in June, was financed under the Research and Marketing Act, and is supposed to help designers and merchandisers in the clothing busi- ness with consumer preference information. Only men's business shirts are bought by brand name, and then only 18% of those surveyed indicated they asked for shirts by tradename. Only men's shirts are being aggressively merchandised on the air. with Arrow (Cluett-Peabodx i on television and a number of other shirt firms in radio. Despite continuous black-and-white advertising by Palm Beach suits, only 3% reported buying a summer suit by trade name. At the retail level, the most aggressive men's clothing advertiser currently is Robert Hall, which continues to use the saturation technique in every town in which it opens stores. In Tulsa in March it used time on KTUL, KOME, and KFMJ to introduce the C9th salesroom of the firm. In Cincinnati, it used WCKY and WCPO to spotlight the moving of one of its "lofts." The Robert Hall formula. based upon the original Barney routine of hitting the listener fre- quently with price-appeal, seems to be the only one that is selling clothing at the moment. Barney himself has entered T\ « ith announcement films that precede the New York Giants games on WP1X and the New York \ ankees games on WABD. p.s See: "Out of the beauty parlor into the home" ISSUe: March 1948, page 31 Subject: Does Toni still lead the home-permanent parade? What are its current broad- cast plans? Shift in Toni broadcast advertising now has the firm reaching every segment of women rather than only the I . S. housewife, which was the original objective of most Toni programing. Since Toni's research has discovered that milady doesn't think too much about her appearance in the early morning hours, Breakfast Club sponsor- ship has been dropped. It also dropped, some months ago. the pres- entation of This is Nora Drake on two networks and now presents the typical daytime hcart-tugger only on CBS. In this, it's following current research findings which indicate that the presentation of an) program on two major networks docs not reach the audience which the airing of two different programs. e\cn though of the same t\|ir. would. Toni also has dropped it^ a.m. sponsorship of Ladies Be Seated, with the money previously allocated for this program being put into television on Thursthn evenings. I\ program, which starts in May, will have a youthful slant, but will be addressed to "the young twenties," rather than the teen-age group. Toni now reaches the working girl and the famil) woman at nights with Crime Photographer, the soap-opera following with This Is \iiin Drake, the follower of audinr (--participation programs with Give and Take. Getting into television has been prompted bv the thought that TV-set owners maj be just the women who are inter- ested in doing something new. Besides, T\ presents the ideal medium through which to sell the effectiveness of a permanent wave. 16 SPONSOR ECONOMICAL COMPLETE COVERAGE of the TOP TWO MARKETS on the r' PACIFIC COAST TO SELL the TOP TWO markets on the Pacific Coast— the biggest mar- kets West of Chicago-choose KM J and KFRC, key stations of the Mutual-Don Lee Network. KHJ and KFRC have over a quar- ter of a century of experience in selling products and services to the Pacific Coast's two major markets. Put them to work selling for you! TO SELL the whole big Pacific Coast, your best radio buy is Mutual-Don Lee, the only net- work with a station in evert/ one of the fortv-five important markets. When you want the top two markets on the Pacific Coast, con- centrate on the two key stations of the World's Greatest Regional yetwork. KHJ LOS ANGELES KFRC SAN FRANCISCO \ ationally represt ut< <1 by JOHN' BLAIR & COMPANY DON LEE BROADCASTING SYSTEM 25 APRIL 1949 17 Selecting the best sellings for your television opportunity oi developing new program id clients' commercial messages is an all-importanl through consultation with the programming responsibility. Your NBC Spol salesman is anx- pert.- of Americas number one television netwo ions to assist you in finding the right program at the right time. To make your job easier he has The use of this valuable service is another i porlanl reason win most Spot telex ision ad\ tisers consult their NBC Spot salesman first \\ hether your schedule calls for a 20-second - lion break, a five-minute weather report, a hi Your W'A. Spol -alcsman will also oiler you ihc hour musical show or a two-hour sports eve assembled all of the data li-lcd at the right on the finesl local programs in television. representing television stations: WNBT-New York • WNBQ-Chicago • KNBH-Holiyj Television Program Check List kt \tion easier ou'U find the programs best suited to your clients' teeds on television stations represented by NBC 5po1 Sales . . . and you'll find the best informed elevision representative in the industry is your \l!( '. Spot salesman. he nation's major [decision stations in the lotion's major markets are represented by PROGRAM FORMAT Ll biographies <>l talenl D description of formal D photographs of talent D photographs of set AUDIENCE D type of audience appeal D ratings D special surve) - Q response to oilers D weekl) mail count Q fan letters D adjacencies D promotion and merchandising COMMERCIAL □ success stories D testimonials from sponsors □ list of current and pasl sponsors □ sponsors of adjacent programs D competition D types of commercials accepted □ costs (talent, rehearsal, time) PROGRAM ADVISORY SERVICE D tested program ideas □ talent available D writers available □ producers and directors available J studio personnel required □ studio equipment required □ set design suggestions □ stage properties required D costume suggestions □ production cosl estimates Q television films available D c< mmercial film ideas D film animation SALES JEW YORK • CHICAGO • CLEVELAND • HOLLYWOOD • SAN FRANCISCO • WASHINGTON • DENVER /PTZ-Philadelphia • WBZ-TV-Boston • WNBK— Cleveland • WNBW— Washington • WRGB-Schenec'ady • WTVR-Richmond NuMBcR UNc STATE AND NORTH CAROLINA'S number i Salesman is 50,000 WATTS 680 KC NBC AFFILIATE RALEIGH, N. C. FREE & PETERS, INC. NATIONAL REPRESENTATIVE The universal language More people sh l»a<*k and enjoy folk son l»s Ilia ■■ any other lonn of iiiiism- over-all In the Madison Avenue ivory towers of most ad- vertising agencies and in the equal- ly plush-lined sanctums of most of their clients, there is a tendency to regard folk music and its deline- ators in the same light as the bu- bonic plague. To most big and would-be big users of network radio, folk music is hillbilly music, and hillbilly music is played on jugs, washboards, and other house- hold appliances. The general dis- dainful consensus makes folk music synonymous with pure, unadulter- ated corn, and no self-respecting agency on the 30th floor of a Man- hattan skyscraper would think of a network program with appeal only for "peasants." Perhaps most folk music is corny, as compared to serious, light classi- cal, or even popular music. It can hardly ever be accused of being "smart" or "sophisticated." But ad- vertisers and agency men who sneer- ingly dismiss it as jug music with an appeal only for hayseeds delude themselves into overlooking an al- most universal audience. The hand- ful of national advertisers who use Western-type programs knows that; thousands of local advertisers on hundreds of local stations know it. Around 1925 smaller stations throughout the country began to program a few local country fid- dlers, guitarists, ballad singers. They attracted a much more wide- spread listenership than had been anticipated, and it was out of these early beginning that highly success- ful "name" folk shows like Grand Ole Opry and National Barn Dance were developed. As more folk pro- grams met with increasing accept- ance, the traditional ballads and musical styles were rephrased and re-arranged, with new instruments carrying new harmonic ideas and structure. The jug-and-washboard bands — if they had ever been used professionally in any other than a burlesque manner — were but a drop in the expanding picture of hillbilly music. The national spotlight really be- gan to focus on country songs when this type of music stepped into politics. Jimmy Davis became so popular as the result of writing You Are My Sunshine and other hill- billy tunes that he was elected to the governorship of Louisiana. W. Lee ("Pappy") O'Daniel entered first the governor's mansion in Texas and later the U. S. Senate with a musical assist from a hillbilly band. Roy Acuff, Western film star and Grand Ole Opry regular, "refused" the governorship of Ten- nessee. All of which was labelled, and perhaps accurately, as freakish by political purists — but it thrust the whole field of folk music deeper into the national consciousness. It wasn't until about three years ago, however, that hillbilly music really came into its own to an ex- tent that indicated its ultimate po- sition on the American scene. Folk songs began to make best-selling lists regularly; new singing stars were created in the mountain music Jockeys like Nelson King on WCKY, Cincinnati, spin Western disks to great audiences Grand Ole Opry" fans love Red Foley and Duko field, and recording companies started to find, somewhat to their surprise, that in some instances folk artists' disks outsold those of popular singers. I!< \ Victor discovered one of its heaviest sellers in Eddy Arnold, who in three years has sold more than T.dilli.lllll) records. Victor's belief in the continuing popularity of the folk field (and also this disk firm's fore- most proponent of it) is evidenced in its recent re-signing of Arnold to a seven-year contract, the longest term to which it has ever signed anyone out- side of the serious and pop music cate- gories. Also highly significant is Vic- tor's roster of folk and pop artists: 36 hillbilly singers currently under contract to the label, as against L5 popular artists and also as against 15 folk performers three \ears ago. Decca Records' brightest Western star is Ernest Tubb, who earned over $100,000 in disk royalties last year; Tubb sales were up •">', in 1948 over the previous year — on less than half as man) tunes, due to the Petrillo re- cording ban. Average single disk sale for Tubb (and the same average ap- plies to almost all other leading folk singers) is 300,000-500,000. On per- sonal appearances around the countr) Tubb has sold, over the past three years, a half-million folios of songs he has re orded, al 7-V a song I k. I I i . w hose -In ewd merchandising policj constantl) has its finger on the p ilse of the record-bu) ing public, claims thai ver\ man\ people who nevei bought a hillbilly platter before are buying them now. It reports thai until the last several years folk-disk sales had been steady but small; now they represent around 20% of the com- pany's total sales of popular and classi- cal, jazz and race records and albums. Columbia Records, having made the discovery that a good hillbilly disk compares favorably in sales with a good pop pressing — and almost invariably lasts longer — is concentrating much more promotion and sales attention on its folk field, as are Capitol Records and other leading disk manufacturers. The growth of the field has also en- abled several shakily spawned (during the war) record houses not only to survive, but to show susbstantial profits, as well. King Records is a notable example of a disk firm record- in- onl) hillhilK platters and prosper- ing nicely thereb) . Music publishing houses also reflect the widespread prominence now en- joyed h\ country music. Main pro- fessional managers who fortnerh looked with a jaundiced eye on any- thing that savored of hillbillj com would now rather publish a good folk tunc than a straight ballad. A break- down of the catalogue of Broadcasl Music, Inc.. shows the number of folk compositions, 2 I. Odd. running second only to classical music with 29,500. I!\l I - popular music catalog is a not- too-strong third with 16,500 songs listed. folk music has conic a long wa\ from the 17th century when the colon- ists broughl to America then old bal- lads and traditional lyrics. loda\. typical and genuine lolk songs arc seri- ous in nature, an I come from the heart and man\ o| them are -till being sung as they were 300 years ago. There is also the new-type, modern hillbilly song — many of them using the same musical devices and cliches of Tin Pan Alley pop numbers — that has made millionaires and national personalities out of Gene Autry, Roy Rogers, Eddy- Arnold. Roy Acuff, etc. The rhythms that accompany hoedowns and square dances still remain to give country- style music a corny reputation — but the modernized ballads that many times in the past several years have outnumbered pop tunes on best-selling music and record lists have attracted a nationwide audience. let today there are only four net- work programs presenting a tvpe of material and talent which has come of age in the overall field of entertain- ment and music. Autry is on CHS Saturdav nights for Wriglex : Ouaker ( >ats -|MHMir, Ro\ Rogers on a Sun- da\ alternoon MBS hall-hour: Phillips Petroleum is the advertiser using the L0-10:30 p.m. ABC segment of Nation- al Barn Dunce Saturdays: and R. J. Reynolds promote- it- Prince \lbert to- bacco on the 10:30-11 p.m. (Sat.) NBC portion of (hand Ole Opry. \nd of these \utrv and Rogers fall more into tne categorj ol straight music and script with a Western background than into a folk-music classification. Show- like /eke Manners and Jud\ Canova represent broad eoined\ rather than real country-type programs, while Spike Jones, for all his use of weird "musical instruments formerlj asso- ciated with jug hand-, i- an out-and- oul comedy -how minus an\ lolk con- Old Dominion Barn Dance" has guests like Gene Autry But as barren of folk programs as is the network picture, just so thriving is the view at the local-station level. Outstanding, of course, among hill- billy-music programs are the National Barn Dance and Grand Ole Opry. The former is the oldest-established Ameri- can folk program on the air; this month it marks the 25th anniversary of its first broadcast on WLS, Chicago. Nearly 2,000,000 paid admissions have seen the show in the Windy City's L,200-seat Eighth Street Theatre since 1932. For 13 years a portion of the 7:00-12:00 p.m. Saturday night pro- gram was sponsored by Alka-Seltzer on a national network. Phillips' cur- rent sponsorship of 30 minutes of the show is heard on almost 100 ABC sta- tions in the Midwest, South, and far West. The most fundamental reason for the mass appeal of folk music is per- haps best revealed in the story of how Grand Ole Opry, WSM's (Nashville, Tenn.) 24-year-old nationally-known hillbilly program, got its name. George Dewey Hay. later familiar to listeners as the Solemn Old Judge, was waiting. one night in 1925, for the preceding network program to end before going on the air with his folk frolic over \\ SM. He heard Dr. Walter Damrosch, the distinguished conductor, explain, "While we do not believe there is a place in the classics for realism, this work so depicts the onrush of a loco- motive that I have decided to include it in the program of the opera and the classics. Dr. Damrosch then signed off, and [Please turn to page 64) Wheeling was tied into knots when WWVA celebrated 16th Anniversary of "Jamboree" When WAVE-TV opened, it featured barn dance telecast with all cowboy band trappings Stars on WLS "National Barn Dance" are famous to U. S. folk-music listeners BLUEPRINT for a COVERAGE MAP Time buyers and researchers agree on some fundamentals over-all Coverage maps are only ad- \ ance signposts on the time- buying road. Literally millions are spent each year on multicolor repre- sentations of what stations purport to make available to sponsors and agen- cies. Even the best coverage map. however, can only be an introduc- tion to what should be bought for an advertiser. The reason why is clear. As Ed Crauey (XE stations) points out. what one station delivers at seven p.m. an- other is delivering an hour later in the very same homes. No coverage map can show this. At the best it will indi- cate "average expectancy" of a pro- gram or announcement over a station. At the worse ii will indicate the maxi- mum audience attained by a broad- ea-ler. In some cases this maximum is made possible by a single program, a newscast, barn dance, or frost warn- ing sen ice. While a map that shows "average daily audience" is a helpful buj ing indc\. only a tin\ percentage of any station s shows reach an "aver- age share of audience." The res! of a stal ion s offerings reach either a higher- "i lovscr -lhan-a\erage audience. There are othei greal problems of coverage maps. "D.niimc" is usually judged to mean from (> a.m. lo (> p.m. This in- i ludes at cei tain seasons of the \ eai several early a.m. hours when the sta- tion s sk) wave is almost .1- effective as ii 1- late at night. It frequently in- clude- a number of twilight hours dui which the skywave again is a i.i' tor. Most daytime maps are based upon the full "daytime" hours. This coverage isn't what a station really gets during a major portion of the sunlight hours. And it doesn't matter what form of coverage plotting is used — Hooper, BMB, mail. Conlan, or milo- volt contour, the early a.m. and twi- light hours expand the rest of the day- time service area of a station. There are other factors that are im- portant when coverage maps are used to purchase time. Primary among these is what WLW, the "XL" and many other stations classify as their "merchandisable area." Laying down a good clear signal is important but it's also vitally important that the sig- nal be laid down where people live, where the merchandise advertised is available, and where roads and trans- portation make it profitable to deliver, service, and sell. Very few stations relate their physical signal and their listening audience to their markets. It would definitely help timebuyers and the sales executives of sponsors were all station coverage reported in terms of "merchandisable areas." 1. Mail maps would appear to be a logical proof of listening but timebuyers are leery of most mail maps because they know of many dodges used to secure mail for this purpose. One station will make an offer and push it for weeks. News- paper and point-of-sale displays will le.illire the oiler. I'l eipientK e\ei \ program on the air over the station will in, ike some reference to the gi\e- away and mail pours in from miles beyond the normal listening area of the station. Thus, if mail maps do not indicate the type of mail offer upon which the map is based, most time- buyers ignore the maps. If. however. the map is based upon the regular daily mail pull of a station, and that station, like \\\\\. Yankton. S. I).. is in the midst of direct-mail country, then a mail map takes on a significance not present when most metropolitan stations submit a mail-pull area study. Mail maps at their best arc but sub- stitutes for actual research studies of a station's coverage. 2. Milovolf contour maps are important, for generally they show the actual signal strength as checked by the Federal Communications Commis- sion in connection with a station's license. What make- them less than satisfactory is the fact that signal strength docs not indicate the condi- tions over which the signal must ride to be heard in the home. It takes one signal strength to be heard in the wide- open spaces and still another to be strong enough to be heard over the man-made static of the city. Height of buildings, number of electric sign-. street-car lines with overhead powei lines, and hundreds of other trans- mitters of noise have a bearing on how- strong a station's signal must be to be heard. No milovolt contour map can show this. The Mutual Broadcasting System's "listenability" formula is supposed to take noise level, minera- 24 SPONSOR Composite map drawn for SPONSOR by Howard Wechsler logical and other conditions of the ground through which the radio wave must travel, into consideration hut as yet MBS hasn't released any nighttime maps that sponsors or timebuyers can check to see if its form of milovolt contouring really means anything. MBS contends that ability to hear is as vital as actual listening, i.e., if a spon- sor has a top program which will draw an audience, his first consideration must be "can the area to which he's broadcasting hear his program." There will always be milovolt maps, but they're not the answer to the need for ideal coverage information. 3. "Area listening" surveys such as those currently made for sta- tions by the C. E. Hooper organization are good, as far as they go. Very few of Hooper's coverage studies for sta- tions show county-by-county listening because it increases the costs of mak- ing a survev. and most stations want to show the audiences they reach (day and night) with a minimum expense. Hooper's "area listening" surveys are conducted by postcard, unlike his Hooperatings, and City Hooperatings which are telephone coincidental stud- ies. The Hooper organization surveys only the counties requested by a sta- tion and his coverage reports are thus limited to information uncovered in the counties surveyed. Since Hooper makes certain that his sample is se- lected so that it is representative of the area he is surveying, his area reports are as accurate as a mail survey can be for the total area covered. His reports generally do not indicate where the listeners are located in the area surveyed, so for the most part Hooper's "Area Listening" reports are limited in their usage. 4. Conlan coverage maps are usually the results of coincidental tele- phone call surveys. His reports are generally made for smaller or rural sta- tions that require low-cost coverage and listening reports. His figures, most timebuyers believe, tend to show more listening than Hooper, BMB or any other survey, but they are effec- tive as indicating relative impact of a station in the exact area surveyed. Conlan coverage reports, like all spe- cial coverage surveys, must be read in the small print as well as the big. Without keeping in mind the area sur- veyed, it's possible to gather entirely erroneous coverage information from any special study, no matter who makes it. 5. BMB coverage reports are important if only for one reason. All BMB studies are made on the same basis — all the nation's counties are covered. BMB figues are now old; since the base for the first report was once-a-week listening, they are less i Please turn to page 38) 25 APRIL l?4? 25 TEXACOS SPONSORSHIP OF METROPOLITAN OPERA BROADCASTS IS PRESTIGE-BUILDING AND ADDRESSED TO TOP-LEVEL PROSPEC The automotive picture PART FOUR OF A SERIES Usis ami oil refiners hit hard via broadcast advert isini;. with selective anil regional networks preferred over-all Oil and broadcast advertis- ing have been mixing hap- pily since the late 1920's. Today, m\wl\ f)(C, ill the 1()"> major oil com- panies in the country's $7,708,000,- 000* petroleum industry are either on the air at present, or are periodic users of one or more forms of broad- cast advertising. The motive for being mi the air in practicall) ever case is in sell automotive and consumer oil products. A few firms also use broad- casting for an institutional job. Typi i al "I -ui h shows are Metropolitan Opera broadcasts b) the Texas Corn- pan) and the New York Philharmonic by New Jersey's huge Standard Oil Company. The selling power of broad- casl advei i ising is nol neglected bj these firms. The) backstop this "w in- dow di with network radio. network I \ . oi selective ah advertis- ing in do a hard-hitting selling job. I he ml industi \ . for the most part, i- well aware of broadcast advertising - i\ holesale value, ;ill prodm 1 3. 26 ability to raise the level of brand- name buying in automotive gasoline and lubricating oil products. In 1928, when radio was largely an unexplored advertising wilderness, about two- thirds of the country's car owners were asking for particular brands of gaso- line. In 1949, after two decades ol steadily-increasing oil-industry radio selling, more than nine-tenths of the car owners in the U. S. do their gaso- line buying on a strictly brand- in eleienee basis, often driving blocks mil nl their way to buy their favorite brand "I gas. liailio. and more recenth I \ . can- not, of course, claim all the credit. Refiners use nearl) ever) form of space magazine, trade, outdoor, and iliieil -mail selling in the book. I'.ul the over-all share of broadcast adver tising in oil-industr) ad budgets has climbed steadily, until now it is larger than any other single advertising medium. I be explanation for the heavy use of radio and TV by oil firms lies in the question of who buys petroleum products . . . and where. A little more than 61 % of the domestic consumption of all petroleum products is in various types of gasoline and lubricants. Sev- ent) per cent of the sales are channeled through service stations, who will do a $5,000,000,000 retail business this year. Much of the remaining domes- tic consumption of gas and oil is ac- counted for in sales through "secon- dar) outlets" (auto dealers, repair shop-, accessories dealers, general stores, etc.). The last segmenl of do- mestic oil and gas consumption is fleet, aviation, and industrial purchases, and militar) buying. \ good deal of the ml inilii-li \ "s non-automotive ] Ini t- I insecticides, lighter lluid. etc.) and "side-line" items like auto parts and a. cessoi ies bearing In ami names of oil firms is also sold mainl) through serv- ice -tat ions to car owners. The oil industrv therefore depends on the likes and dislikes of individual SPONSOR SENTATION OF "BAND OF AMERICA" REACHES MILLIONS OF LOVERS OF BAND MUSIC TO SELL CITIES SERVICE PRODUCTS AND NAME Don't Pass [|p*vat? Esso Standard's "Esso Reporter" does a tightly controlled selling job Atlantic Refining's sportcasts are beamed to man behind the wheel Tide Water Oil's football sponsorship ties to point of sale with contest Gult uses TV to demonstrate how different Gulf oil is from competition 25 APRIL 1949 27 How petroleum auto products are being sold on the air FIRM NAME AM NETWORK TV NETWORK SELECTIVE AM SELECTIVE TV Aetna Oil Sports fl sta) American Oil Music Atlantic Refining Sports {Cast) Sports News i3 sta) Announcements (2 sta) Cities Service Music Continental Oil News (2 sta) Esso Standard Oil News (43 sta) Announcements Fleet-Wing Corp. Partic (7 sta) Gulf Oil Variety Variety Announcements Humble Oil Sports IS.W.) MacMillan Petroleum Aud Partic fl sta) Pate Oil Announcements H sta) Phillips Oil Folk Music (West) Announcements Pure Oil News lEastl Announcements-News Richfield Oil News (Pacific) Shell Oil News (40 sta) Signal Oil Mystery (Pacific) Sinclair Refining Announcements Time breaks (1 sta) Skelly Oil News (Midwest) Socony-Vacuum Oil One-shots News MO sta) Standard Oil (N.J.) Standard Oil of Calif. Standard Oil (Indiana) Music ■ School B'cast , Symphony ' Comedy Sports (Midwest) News (21 sta) Sun Oil News (East) Texas Co. ( Opera ( Variety Comedy News (8 sta) Tide Water Assoc. Oil Sports I West ) Union Oil News (Pacific) One-shot films motorists for most of its living. These motorists are people in all society and income groups, city dwellers and rural- ites, owning brand-new 1949 cars, pre- war cars, and Model "T" Fords. It is because of broadcast advertisings proven ability to reach all income and buying levels that air selling is con- sidered to l>c such a powerful sales tool. I he tool is needed today, because oil and gas products are again on a highly competitive basis. Supply has • ■ i eded demand with \ irtuall) evei \ oil firm. Wartime and postwar air commercials based on a pitch to con- serve gasoline are just a memory. I h.ii - largel) the reason \\ li\ onl) one oil firm, \ ii hi i< an Oil, i- using broadcast advertising at the level of network radio to do a job that is pri maril) institutional. Vmerican spon- sors Carnegie Hall, a Sunday night classical music program on ABC. Until recently, American sponsored Profes- sor Quiz on the same network, and sold millions of gallons of gasoline and oil with his help. However, last July Vmerican's top executives realized that American, alone of the major oil pro- ducers, had a sales demand that was higher than the rate of production. Not wanting to drop out of radio, American switched to its present show, which lias a greatly reduced sales ini- pacl but much more of the "red-carpet- and-plush" air about it. American's a. I budgel is], 250,000) would not be enough to cover an additional show designed primarily to boost the sale- curve, so the firm may reverse its -land in the near future as production exceeds demand. Cities Service, one of the few firms with "'national distribution, tries to straddle the fence between institutional advertising and direct selling with Hand of America. For more than 20 years, Cities Service sponsored the in- stitutional Highways of Melody on NBC. Last year, after ratings bad de- clined, and main of Cities Service's I 1.(100 dealers had asked for a show that would help them sell, the oil firm changed to Hand of America. The new show, which accounts for most of Cities Service's $2,000,000 ad budget, is believed by the firm to have a tre- mendous following among the man) millions of \mcrican men land women) who at one time or another played in college, high school, mili- l.n\. or even Volunteer Firemen's bands. The program is widely pro- moted to Cities Sen ice dealers, who i Please turn to page 15 i 28 SPONSOR PART TWO SERIES "Against the Storm" a serial on Mutual, is a Peabody award winner among soap operas over-all Pioneer advertisers like General Mills, Quaker Oats, and others, who took the plunge into daytime serials in the early '30s, weren't concerned with why the serials stirred housewifely emotions, or whether the quality and quantity of these emotions had anything to do with how well the commercials worked. Those questions came later, along with research that showed there was a definite connection between emo- tional response and sales effectiveness. The main question originally was: "Will they listen to daytime serials?" When Blackctt-Sample-Hummert pro- posed a strip called Mary and Bob, General Mills agreed to have it tran- scribed and tested in both day and 25 APRIL 1949 night periods in several cities to see what would happen. The show pulled well. It was eventually assigned the duty of charming daytime listeners under the new title of Betty and Bob. The agency changed "Mary" to "Betty" when somebody remembered that True Story magazine had featured a pair of characters called Mary and Bob. Among the Chicago experimenters who were finding new appeals to cap- ture feminine ears in the daytime, were men now identified with other aspects of radio. There was Clinton S. Ferris, now a v.p. of Ted Bates. Inc., New York, then a Blackctt-Sample-Hummert account executive for General Mill<. who helped nurture Betty and /><>/>. \n- other was Edward Aleshire, who helped The secret life of a soap opera Women lisi«»n for two reasons: oiijoyinont and psychological release* develop the original Ma Perkins at WLW, Cincinnati. He went to Chicago and became head of the B-S-H radio department, where he helped devise tricks that made the new program- form a sure-fire audience-getter. He is now radio director and copy chief of Harry B. Cohen Advertising, New York. Associated with Aleshire was Larry Vlilligan. a B-S-H account executive for Oxvdol, who also contributed lov- ing guidance to the fledgling Ma Per- Lins. written in those days l>\ Bob Andrews, a Chicago Daily \ews re- porter and editor of its Midweek maga- zine, and later by Frank Dahm. Dahm, a Chicago Tribune man. wrote Little Orphan Innie for man) years. \n- 29 Psyvhvloyiral sequence oi \KC strips Patience's profits are explained to day- 'Round the Corner there's contentment is the Glamour glitters, and all of those who seek time listeners in "Pepper Young's Family" siren song of radio program "Right to Happiness" it find many great problems, says "Backstage Wife" Mother Sacrifice has its own payments Woman the manager and puller of strings TWO kinds Of love and love of your family is the age-old appeal of "Stella Dallas" is the escape in "Lorenzo Jones" daily radio tale have many recompenses, says "Young Widder Brown" Psychological sequence oi 1^K6S strips Maturity's romance is vividly reflected for Money isn't everything is assurance "Our Woman is superior is the tug at feminine!! all who foar that it is lost in "Helen Trent" Gal Sunday" tries to give its listening audience dialers' unconscious in "Big Sister" radio program ^ - drews. who had once won a Royal I \ pew riter sponsored speed typing championship, could plot a stor\ faster than he could type. He maintained a pace of more than 100.000 words a week for many years. This included at least five serial scripts a day until he quit in 1042 and went to Holly- wood to write movies. His reason for quitting: "I just got tired." In so far as the record reveals, the immediate specific ancestor of the serial drama was not a dialogued play at all. hut a serialized novel, The Stolen Husband. This was typical soap opera material. It was written by Bob Andrews, and read in daily install- ments by David Owen, who later pro- duced and directed Betty and Bob. Owen changed his voice to indicate the various characters. The appeal zoomed toward the last when Andrews wrote the final chapters in dialogue which was handled by several actors. This experiment, conceived by Frank Hummert, and sponsored on WBBM by Quaker Oats, prepared the way for serials as they are today by proving that women would listen to dialogued stories. Owen became supervisor of daytime radio for Dancer-Fitzgerald- Sample in New York. There is a school of thought which holds that the two people who were destined to become the most important producers of daytime serials in the business were only responding decis- ively to certain imperious drives from the realm of the Freudian "uncon- scious." If this is so, the history of soap opera has much for which to thank the "unconscious" of Frank and Anne Hummert. And, according to critics, much for which to blame it. The Hummerts had well-defined ideas of win women listened to then serials. The\ consider the information a trade secret, and have never given, for publication, am comprchensi\e ex- position of their ideas. Hummert had been a reporter be- fore becoming an advertising copy writer. He eventually headed the copy staff of Lord & Thomas in New ^ ork. Most of the early writers of daytime serials had either dealt closely with people, as had Irna Phillips, a school teacher, or had successfully written magazine and other fiction, as had Elaine Carrington and Molly Berg. When Blackett & Sample in Chicago wanted a top-flight idea man for their team, they hired Hummert in 1927 and added his name to the firm name, though he was never a partner. Hum- mert 's assistant, Mrs. Anne Ashenhurst, had been a reporter, and soon showed an easy knack of making up story lines and writing listenable dialogue. They were married in 1935. It has been the attitude of nearly all creative people through the ages (excepting writers who were also lit- erary critics) that if you can know what people want to see, read, hear, etc., it doesn't matter why. This has worked out very well for the artist. A writer, for example, through his characters and their action unconsciously expresses certain of his own psychological needs and desires. This fact, according to psychological theory, is inherent and automatic in writing a story, regardless of what the conscious purpose of the writer may be. But the listener to a soap opera may respond in many ways to the story. On the conscious level she may think she likes it because it's entertaining, true to life, becausi she Learns some- thing, etc. I In less i onscious psycho- logical levels, however, no listenei is ahle to explain win she listens. It is just these reasons for listening, un- explainahle In the listener, thai an y ital to the advertiser. I hex open the door to increasing the program's im- part and iiuik injj lam itself do more for the connneicial. It is the unconscious psychological appeal of the serial drama that largely determines the nature of il> basic theme. Or, looking at it from the listenei - standpoint, it is her psycho- logical needs and desires that deter- mine how strong an appeal a given theme has for her. It is true, as Orin Tovrov (who now writes Ma Perkins) has observed, that most people suffer more or less from loneliness and lack of love. It's also well known that "little" people, people "unsuccessful" from the stand- point of worldly position and power, find a vicarious satisfaction, an escape, through the "success stories" (soap opera plots) of "unsuccessful people" (most listeners). This is one of the ideas back of all Hummert serials. But to determine more accurately why women listen to daytime serials requires knowledge of certain psycho- logical characteristics of the listeners. Drs. W. Lloyd Warner and William E. Henry of the University of Chi- cago's Committee on Human Develop- ment have provided some interesting and useful answers in their mono- graph, The Radio Day Time Serial: A Symbolic Analysis. This study was primarily concerned w ith a sample of listeners falling into what was designated as the Common (Please turn to page 62) Wisdom's font is "Ma Perkins" who tries Ideals pay is what every woman would like to Spiritual guidance is found by thousands whe to make women feel superior to any problem believe. "Young Doctor Malone" tells her they do are urged to look within in "Guiding Light" progranr V — I ll Siii^iiB* Sam the man behind over 200 Successful sales curves For the sponsor interested in sales, Singin' Sam presents a unique opportunity. For never in radio's history has there heen a personality like Sam . . . never hefore a program series with such an outstanding record of major sales successes unhroken by a single failure. These are strong statements that carry tremendous weight with prospective program purchasers ... if supported by facts. And facts we have in abundance . . . high Hoopers, congratulatory letters, expressions of real appreciation by advertisers themselves, actual before and after stories backed with the concrete figures. This 15-minute transcribed program series is the show you need to produce results. Write, wire, or telephone TSI for full details. Despite Singin' Sam's tremendous popularity and pull, the show is reasonably priced. 32 25 APRIL 1949 33 '_ WOR'S JOHN GAMBLING EXPLAINS TO RETAIL GROCER HOW HE'S HELPING TO PUSH USE OF HUDSON PAPER NAPKINS How to sell a napkin ,. , SOU li.is M<-|i|M'|es> who trotted out paper napkins for her dinner guests was almosl sure to be greeted with lifted eyebrows. The Hudson Pulp and Paper Co., a rela- tive!) small Vu ^ use fab) ic napkins "I linen or cotton for everything from embass) 34 banquets to kitchen snacks. Paper napkins had their place . . . wrapped around a sandwich or on the counter mI a highwa) diner. The problem facing the Hudson linn and ils newly-acquired advertising agency. Duane Jones Co.. in \l)\'.\ was two-fold. First, the humble paper nap- kin needed "dressing up. Paper nap- kins needed "class appeal," and per- haps a dash of glamor. The buying public had to be educated through broadcast advertising, said the agency to the fact thai modern paper nap- kins could grace the best of tables. \llci all. reasoned client and agency, the educational job had been done be- fore with facial tissues. International Cellucotton Products had introduced their facial tissues i Kleenex i into a market dominated l>\ fabric handker- chiefs. Kleenex had been promoted so well that 909! "I the women in Amer- ica were buying facial tissues, and seven oul of ten of those sales were packages of Kleenex. Max he. figured I luilson. it could he done w ith papei napkin-. SPONSOR Before doing anything else, the mer- chandising situation of Hudson's brand of paper napkins had to be changed. The brand was relatively ob- scure, having received onlj minor ad- vertising support in the past. Sales of the product were made largely to hotels and restaurants and the name ''Hudson Paper Napkins' meant little, if anything, to the average homemaker. The client-agenc\ problem then, was to raise the visibility of the Hudson brand name on paper napkins, and at the same time do a consumer promo- tion job. Hudson decided to promote primar- ily the paper napkins, rather than Hudson facial or toilet tissues, or an) of the other paper products in the Hudson consumer line. Since paper napkins were being largely neglected when it came to aggressive merchan- dising the field was clear for one firm to become the sales leader. Too, in- dustry leaders, like Scott Paper, placed most of their selling emphasis on toilet and facial tissues, and on paper towels. Hudson had been holding its own well in the competitive paper-products field for many years. The firm was an outgrowth of a paper business started in 1896 by Abraham Mazer, now board chairman of Hudson. The products had been promoted for years, beginning with industrial advertising for Hudson's gummed tape in 1929 and some minor consumer advertising for Hudson's household products that first appeared around 1940. The in- dustrial paper products ( thev account for nearly half of Hudson's net sales) were sold and distributed nationally. and Hudson's reputation as a maker of an excellent grade of kraft paper, paper wrappings, gummed tape, and so forth, was very good. The consumer prod- ucts— towels, tissues, napkins, wrap- pings, etc. — were being sold and dis- tributed in New England and Middle Atlantic states as far south as Virginia, and as far West (although distribution was very spotty) as Chicago. By 1945, after the Duane Jones agency had had the account for t\\<> years, Hudson's total net sales for thai year were expected to top $6.3 7( 1.0(10. and net income was due to be more than $340,000. This was a slight in- crease over the 1943 net sales figure of $6,000,000 and lower than the L943 net income of $350,000. It was about time, the agency told Hudson, to appl\ tested merchandising formulas to the Hudson paper napkins. 25 APRIL 1949 Me th< >*».*. ".''""'"Hoy' ;'*A*i H °**bii, ^'s.Z'y-i^m stttkt "*H*ds, »0* **DiO /:!§. 'e*s "* — ^r£,«"'..o. ov»«auoih!I22lhj»«om fR££ Publicizing its radio programs to retailers is part of Hudson's printed advertising yOUrs V*lUf,,. fA 4*0 r*f "U0so rop '»OM, **H * Of Of INS *»' -y -c 'I. ,.- V SEE THE ****** Klu,^ *•*»• TO , - hudsoh"™ r°u to rev bA"«.*l, 3&v '"0(/Cf fci?^. Nai>XIHs ""' fa. ' ""<•. n»V °"«- »n„. , Premiums offered over air four times a year. They're stressed on Hudson Napkin boxes, too 35 GREGOR ZIEMER, NEWS COMMENTATOR Educator, Foreign Correspondent, World Traveler, Lecturer; Author of "Education for Death" which was made into motion pictures "Hitler's Children" and "Education for Death." Dr. Ziemer has talked with people in 42 different countries and has been an educator on three continents. He knows what he is talking about — and the people in this area listen! For available time contact Radio Sales or WRVA. WRVA About DR. ZIEMER m AUTHOR: "Two Thousand and Ten Days of Hitler," "Education for Death," made into two motion pictures, translated into 12 languages. 111 CONTRIBUTOR: Saturday Evening Post, Reader's Digest, Town and Country, Collier's, Mademoiselle, Liberty, American Mercury, Look, Public Opinion Quarterly; Numerous Newspapers. 111 RADIO SPEAKER: Over 1,000 successive radio pro- grams on WLW. Appeared as Mod- erator and Speaker on America's Town Meeting. Substituted for H. V. Kaltenborn on N.B.C Broadcast over B.B.C., Radio Luxembourg, C.B.S. and 25 other stations. 111 LECTURER: Lectured at Town Hall, N. Y., and most important platforms from coast to coast. Series of 75 lectures in England, numberless lectures across Europe and Orient. /// WHO'S WHO IN AMERICA: "Ziemer. Gregor (Ze'mer) educator, author; b. Columbia, Mich., May 24, 1899; s. Rev. Robert and Adell Von Rohr (Grabau) Z.B.A., U. of 111.; MA. U. of Minn.; Ph.D., U. of Berlin; m. Edna E. Wilson, May 29, 1926; l daughter, Patsy. Mem. staff Park Region Junior Coll., head journalism dept.; supervisor of schls. Philippine Islands, !8; founder, Am. Colony Sch., Berlin, 1928; Berlin corr.. New York Herald, London Daily Mail, Chicago Tribune; lectutcr, radio news- caster, (WLW, Cincinnati) in U. S. since Berlin Sch. closed by war; joined spl. war agency, June L944, overseas with SHAEF served as It. colonel 4th Armored Div. 3rd Army, 1945; mil. govt, work in Bavaria with SHAEF to help organize newspapers in Germany. 1916-1948 Educational Director Town Hall, N Y. Mem. American Legion, Overseas Press Club, Aina (Association Radio News Analysts), Cuvier Press Club, Tau Kappa Alpha, Kappa Delia Pi, Beta Sigma Psi. Author: (with daughter Patsy) Two Thousand and Ten Davs ol Hitlei n for Death; The Making of a Nazi, 19 41. Should Hitler's Children Live, 1946 Motion Pictures) Hitler's Children; Education for Death Contbr. to mags. lecturer on Reeducation of Germany. 36 SPONSOR Hudson came to radio first in the Boston market, as a trial rim in L945. The agency, after testing copy themes (via selective announcements) and preliminary premium pull in Boston, switched from straight announcement broadcasting to programing, and was read\ to tackle the vvhcelhorse of the Hudson selling operation . . . New York. Hudson napkins are bought primar- ily by women, so the program had to have a high feminine factor in its audience composition. The straight, '"reason-why" copy used was aimed at women, and emphasis was divided be- tween plugging the idea of paper nap- kins on the dinner table and stressing the quality, appearance, and dispos- ability of the Hudson brand in par- ticular. Hudson's first real program pur- chase was newscaster Henry Gladstone on New York's WOR. Since the pro- gram ran on a daily 10-10:30 a.m. basis and had a preponderance of women in its audience, it was a good buy for Hudson. Like Peter Paul Candy, Hudson bought only a thrice- weekly portion of the program, in or- der to reach 90% of the average weekly audience (the daily turnover in regularly-scheduled newscasts is only 10%) at 50% of the regular weekly costs for the whole Monday-Saturday strip. Since Hudson's initial use of radio, the air-selling has been on a straight basis for 40 weeks of the year. The remaining 12 weeks (actually the last three weeks of every 13-week cycle) are devoted to a self-liquidating pre- mium campaign. The agency has found that the premium cost-per-inquiry is the cheapest form of forced-sampling of a full-sized package that can be ob- tained, usually running around 18^ per return in selective broadcasting. This makes it considerably cheaper to reach new users for a packaged prod- uct by using broadcast sampling meth- ods than by using other media. (Other average costs: magazines — $1:17; newspapers — 22<* to 36^). It is far cheaper than free sampling on a door- to-door basis (either through the use of products or by couponing). The premiums that Hudson and most of the other premium-using clients at Duane Jones use usually cost the housewife 25£ and a boxtop, and run to such things as jewelry, kitchen gadgets, knives, housewears and so forth. The premiums on the Gladstone show, and on the other Hudson radio operations in the East, pulled well from the start. Out of every 10,000 premium returns that Hudson gets, the paper firm and the agency figure that 5,000 are from people sampling the product for the first time. Of this 5,000 group, half will stay on as loyal product users, and the other half will drift back to being members of the ■'floating'' market, that is generally estimated to be around 30% of the total market for packaged products. By 1946, Hudson's radio had been extended to most of the pi incipal mar- kets in its distribution area along the Eastern Seaboard. The programing axis -till revolved around newscasts I unlike Peter Paul, the country's lead- ing user of newscasts on a selective basis, Hudson had their newscasters doing the Hudson commercials from the beginning instead of hiring a sepa- rate announcer) . But in L946, Hudson made a basic change in their program- ing approach. They switched to a transcribed soap opera, Aunt Mary. that had done a successful job on the West Coast for another advertiser. The Duane Jones organization feels that serial dramas are among the most ef- Eective vehicles in broadcasting. SURE, some Chicago stations can be heard in South Bend . . . but the audience LISTENS to VVSBT! There's a whale of a big difference between "reaching" a market and covering it ! Some Chicago stations send a signal into South Bend — but the audience listens to WSBT. No other station — Chicago, local, or elsewhere — even comes close in Share of Audience. Hooper proves it. 5000 WATTS 960 K C PAUL H RAYMER COMPANY NATIONAL REPRESENTATIVE 25 APRIL 1949 37 The transcribed soap opera ran for a 52-week period (using a five-times- weekl) schedule) in five Eastern mar- kets during 1916. In the remaining markets Hudson continued to use newscasts, announcements, and some newspaper space. While Aunt Mary was on the air for Hudson, it never achieved a high rating, one thing that made Hudson a little leery of the show. Uso, it was difficult to promote to grocers in the East who stocked the Hudson line. Although the copy was aimed entirely at selling the paper napkins as a spearhead of the line I the other products are pictured on the box, with the box itself acting as a sort of salesman), the grocers couldn't get excited over a show that wasn't too well known, that didn't have a high rating, and which was on the air at an hour when few of them could hear it I around noon). \\ Inn the time came for Hudson to renew the contracts, the paper firm was busily considering the construc- tion of a new paper mill in Elorida, and wondering how to raise the money. A stock issue and an issue of $3,000,- 000 worth of dehentures raised quick capital, but Hudson was in a position (Please turn to page 44) SOUTHWEST VIRGINIA'S /'lOMeet, RADIO STATION old-limer with young ideas We're not resting on our service re- cord of twenty-five years. We ably complement our CBS schedule with shows built to the needs of our region; that includes one of the top news depart- ments in Virginia. We're strong on pro- motion, too. So, for your share of the near billion our lis- teners spend each year — contact Free & Peters! «£* / sing total HMIi coverage and Sales Management's market figures, WDBJ's area represents 35.73% of Virginia's (and 7 .90c/( of West Virginia's) total buying power COVERAGE MAPS (Continued front page 25) than satisfactory. Future BMB figures will present data for 1-2 times a week listening, 3-5 times a week dialing, and 6-7 times a week audience. The reason why this information has been added to the once-a-week listening fig- ure is in order to show the relative impact of a station on a day-by-da) instead of weekly basis. A Grand Ole Opry (WSM) or a National Barn Dance (WLS) can extend the listen- ing of a station far beyond its regular da\-by-da\ audience. This listening extends the regular station's coverage when the base is once-a-week dialing. A sponsor using a BMB map for any station that has an outstanding pro- gram which is not duplicated in its entirety by any other station will ex- pect regular coverage for that station far beyond its hour-by-hour audience. This of course can also be true of an outstanding daily program, like the Richfield Reporter on the West Coast which is a tradition in many families and which is tuned regardless of how far away the station is over which it's broadcast. A BMB daytime map is also heir to the disease which records as daytime listening the dialing before 8 a.m. and during the twilight hours when a sky- wax e pushes a station's signal way be- vond its normal daytime effective listening area. This has caused BMB plenty of trouble, since some daytime stations were reported as having night- time coverage which Uiey did have — in the summertime. Under normal circumstances the habit of listening is steady. This gives some stability to a BMB report. How- ever, a major shift of programs such as recently occurred from NBC to CBS will change a listening habit over night. \\ hen a major change like this takes place any coverage survey, made on a listening base and made before the change, is outmoded overnight. This underlines the major timebuying fact made earlier in this report. A coverage map is only a signpost on the I imi'liin im;j road. Once the signpost is read, the need for rating figures for the hour and da\ becomes paramount. 6. Merchandisable area cover- age maps well plotted are the clearest sign posts along the timebuying road. This i> because they can and should -how the area a station covers that is worthwhile merchandising. All mar- I Please hu n to page I ~> i 38 SPONSOR T^e Tflontcfo 8ES7 * (Zuttanivi... ...7948 CASH INCOME (Average) $8,200.00 *tk* n WOW-LAND" FARMER! For ANY product you have to sell — the WOW-Land farmer is the best customer in the world! His cash farm income in 1948 was $8,200 (average). In the aggregate this makes WOW-land . . . A $2.6 BILLION DOLLAR FARM MARKET . . . OR . . . nearly 10 per cent of ALL the 1948 cash farm income in the U.S.A. This is not a new situation. The past ten years have been the biggest farm income years in WOW-land history. And there are 317,000 farms in the area served by WOW — 32 c'c of all farms in Iowa, Nebraska, Min- nesota, Kansas, Missouri and South Dakota. The $8,200 average cash income figure is conservative, because WOW-land includes the better-than-average farm areas in the states it serves. A recent rural survey gives WOW a 34% share of audience at points 65 to 100 miles from Omaha. It is the ONLY adver- tising medium that covers ALL this area. RADIO STATION OMAHA, NEBRASKA 590 KC • NBC • 5000 WATTS Owner and Operator of KODY AT NORTH PLATTE John J. Gillin, Jr., President & Gen'l Mgr. John Blair & Co., Representatives TWENTY-SIX YEARS OF SERVICE IN THE RICH MISSOURI VALLEY 25 APRIL 1949 39 s.n-aaisv ss3Nsnoia3S nv f: . . . proving there's no better way to die than laughing at happy Henry Morgan, back on his favorite cigar-store corner and putting the Indian sign on any straight face, tight lip, or raised eyebrow within earshot. MORGAN'S CREW . . . GERARD, famous for his unreconstructed voice; for the face that frightened guest-sponsor Fred Allen into remonstrating "What is this? Give me a stick so I can beat it to death!" . . . LISA KIRK, singing sensation of Cole Porter's "Kiss Me, Kate," and the accomplished music of Milton Katims and his orchestra. . . . PATSY KELLY, uneasy owner of the cigar store and hilarious hunter of men. THE HENRY MORGAN SHOW has everything — everything but a full-time sponsor who won't flinch when his sales go up like a jack-in-the-box. MOTION THE HENRY MORGAN SHOW is one of the many choice NBC productions now ready for low-cost sponsorship. Information on these new programs is available on request. The Picked Panel answers Jlr. Sherman Two questions deserve two an- swers: in this case. \ es and no. If a radio station serves a rural area in which listeners are not close to retail outlets, and the station can offer its audience opportunities to buy meri- torious products not available, for in- stance, in the country store, then the broadcaster is performing a definite service to liis listeners, and should by all means carry direct-mail adver- t i s i n g. (in tin- ollii-i hand, il \ our station is located in an urban market that is highly competitive, and there are thousands ol retailers in the area sell- ing all kinds of merchandise, then the station might want to protect its local retailers from the direct-mail adver- tisers, because these verj same retail- ers might be prospective sponsors on your ow n station. Of course, another factor that deter- mines whether a station will accept direct-mail business is the stations hillings. If a station i*- in the "red. .,i close i" it. then the average sales manager will grasp For an\ revenue al all. including direct mail. Bui a sta- tion with crowded commercial sched- ule- and a general!) health) hilling 42 Mr. Sponsor asks... "Direct-mail selling — does it or does it not belong in broadcasting?" Charles Sherman Director of Advertising Doubleday & Co., New York situation will not be inveigled into taking this type of account. Here at WNEW, we have made a careful analysis of the problems in- volved in broadcast mail-order adver- tising, not only in the light of the his- tory of such advertising, hut also from the viewpoint of our current experi- ence. For the most part, we have found mail-order acounts to be trouble- some and highly transient. In view of these facts we recently established a new policy which states that WNEW will not sell time to advertisers whose only means of distribution is by mail. Ira Herbert V.p., Ch'ge of Sales WNEW, New York When the Du- Mont Television Network em- barked on its pol- icy of regular d a y t i m e pro- graming, il had no grandiose no- tions of com- manding mass audiences for the morning programs. What we could and did promise our sponsors was low- cost advertising that would reach a specific audience with high impact. What has resulted for DuMonl since we went on in the daytime has proven to us that direct-mail advertising definitely does belong on the air — at leasl as far as we here at DuMont are concerned. Our mail pull show- us ili.it direct-mail advertising is espe- ciall) resultful when products can be viewed and demonstrated. A few instances w ill prove the point : Winn Alice Burrows, who conducts a sewing program called the Needle Shop, offered viewers a free booklet, the client I American Lady Rug Com- pany) received an immediate response of over 500 requests. The following week the sponsor asked that the offer not be repeated, due to his inability to handle the volume of requests. On one of Kathi Norris' Your Tele- vision Shopper programs, a small sam- ple of Coty perfume was offered; in less than a week, 10,107 requests had been received. These results, and others, have con- vinced us that the combination of spe- cial interest programs and related products that are seen and demon- strated makes a selling combination that packs the same immediate effec- tiveness of a sale counter on the main floor of a department store. Tom Gallery Director of Sales DuMont. New York- Take a good look at the Sears, Roe- buck catalog. Consider the part mail order has played in raising the living stand- ards of rural America. Mail order puts the department store right in the nearest EtFD box. In spite of good i, .ads. automobiles, and increased distribution, there are still mam. man) Families who do not have eas) access to modern retail outlets. Mail order is profitable to the ad- \ ertiser, profitable to the medium, and is a desired service to a large segment of the public. SPONSOR 1 I can see no reason why legitimate mail order should be restricted to the printed media. Certainly it belongs on the air where and when it is profitable. Barron Howard Business Manager WRVA, Richmond. Va. Everything points rl to the fact that in the switch *k from radio to television, radio is being threat- ened with losing its advertising revenue faster than its audience. Successful mail- order campaigns are a day-to-day testi- monial of the continued effectiveness of radio as an advertising medium, and a continual reminder to those adver- tisers who cannot check their day-to- day response that they too will be wise to stick with radio. In the long run the established mail- order operator and the station manage- ment have the same objectives. He finds that delivering full value and giv- ing prompt delivery are equally impor- tant. The mail-order operator finds that censoring his own copy gives him a better-quality order and more repeat sales. He finds that sticking with the station and rotating offers gives him a steady volume of products, as well as giving the radio station steady billing. It is important for the station oper- ator to see that any listener who makes any purchase as a result of advertising over that station is satisfied. It is es- sential to the very existence of the mail-order advertiser that he so satis- fies each purchaser that he has the maximum chance of follow-up sales. Radio stations should watch care- fully for fly-by-night and irresponsible operators of all products and services using their facilities. Because starting in the mail-order field requires little capital or overhead, there are fly-by- night operators who do not give full value to the customer. The radio sta- tion, by basing its acceptance of all products and services on the same principles, will automatically eliminate acceptance of such fly-by-night mail- order products and services. Cecil C. Hoge Partner Huber Hoge & Sons, N. Y. it's easy. IF YOU KNOW HOW! I f you think a slip-of-the-hand can be tough for a "human fly," you ought to see what a slip-of-the-accent can do for a salesman in the deep South ! In the 23 years that we've been broadcasting to our four- state Southern area, we've built up an incomparable radio Know-How for our Southern audience. We know what our listeners want — know ivhen they want it — know how they want it presented. We know the similarities and difference between our rural and city audiences; better still, we know how to program to both. In fact, we've learned just about all there is to know about top-notch broadcasting in this section of the South — and the result is a degree of listener acceptance that can't be matched in this area. That sounds boastful, yes — but we'd certainly appreciate a chance to prove it to you. KWKH Texas SHREVEPORTf LOUISIANA 50,000 Watts CBS Arkansas M* • • • ississippi The Branham Company. R ttives Henry Clay, General M.mager 25 APRIL 1949 43 "EG w'*h your subscription to SPONSOR . . . 83 TV Results The only round-up of its kind. IJlJ TV results that in the past 11 months stood head and shoul- ders above hundreds researched. QiJ TV results in more than 40 separate industry categories. QiJ TV results you can readily adapt to your own advertising plans . . . immediately. A price has not been set on this booklet. It has been designed as a premium for your subscription to SPONSOR * ... $8 a year for 26 Every-Other-Monday issues. * If you already subscribe you can get your copy of "83 TV RESULTS" by extending your subscription at this time. SPONSOR 40 West 52 Street New York 19, N. Y. Send "83 TV RESULTS" to me as a gift for subscribing to SPONSOR now . . . only $8 a year for 26 Every-Other-Mon- day issues. 1 Remittance enclosed | Bill me later company . state, NAPKIN SELLING (Continued from }>age 38) where they had to make every pennj count. Hudson dropped the Aunt Man -how. and put the money into building the new plant. This despite the fact that the show had done well with pre- mium^ the average cost-per-retum be- ing about 21 K. Hudson, however, was in for a sur- prise. The first week after Aunt \lm\ was discontinued, some 2.000 letters were received, asking what had hap- pened to the series. Later on, when the 1946 sales figures were in, the net sales were over $7,700,000 and the net in- come was up to $465,000. The show had done its job. even if Hudson hadn't realized it. Hudson made plans to go back to broadcast advertising as soon as the budget permitted. When Hudson reached that point in mid-1947, they concentrated their radio efforts in New York with a tele- j >h ( > ne quiz show on WOR. The show was well-known among grocers, and had a higher rating than Aunt Mary. Its merchandising was high and this was the primal \ reason why Hudson bought it. At the end of the 13-week cycle. Hudson ran the usual Duanc Jours premium promotion. The cost- per-return shocked Hudson. It was 60c\ Hudson cancelled the telephone quiz, and did some analyzing. Hudson's next New York show was the Kate Smith noontime show on WOR. a high-cost feminine- appeal show that seemed to have great prom- ise. The other radio efforts outside the New York market were resumed, using newscasts or announcements in Balti- more, Washington. Philadelphia, and Boston. These campaigns pulled well, although the main advertising markel was still New York. kali- Smith did a good job for Hud- son, but the cost-per-retum (due to kale Smith's high talent feel was high on premium offers. The new Morula plant added greatly to Hudson's abil- ity to meel the increasing consumer de- mand for the product. Hudson's over- all nel sales, w ith the napkin- a< i ing as i come-on for the rest of the consumer line and the industrial sales jumping again with rising postwar production, nearly doubled in L947, and ran about $14,000,000. Thai figure came near to doubling again in L948 (when Kah Smith was selling for Hudson) and hi! an all-time high of 824,745,000 in nel sales, and STUiO.OOO in nel in- < ..me. By March, 1949, Hudson's radio ef- fort had been expanded until it in- cluded announcement schedules in four major New England markets, pro- gram- and announcements in New York, and newscasts in Washington. Baltimore, and Philadelphia. An early- morning show featuring Lero) Millei is be in;.: -jionsored in Philadelphia. Hudson decided to drop the hul< Smith show on WOR, and use the radio money elsewhere in New York. The result today is a blend in New York of both these newscast and an- nouncement operations, sharing time with Peter Paul on a thrice-weeklj basis (TuThSat) using WNBC's earl) morning Charles F. McCarthy news show,WOR's Rambling With Gambling morning show, plus a moderate partici- pation and announcement schedule and an additional newscast (Henry Glad- stone! on \\ OH. Hudson has found that broadcast advertising i- doing the job that was needed. Hudson paper napkins toda) are the fastest-selling on the market, and the Hudson sale- curve is steadil) climbing. While the industry-average sales for similar products is current!) in a slum)). Hudson is up. Radio. Hud- son feels, has done the job too in cre- ating a demand for paper napkins generally and the market for them is widening ever) day. Already oversold in New York. Hudson is making grad- ual expansion plans, and is introduc- ing the (taper napkins in Cleveland. Buffalo. Cincinnatti, Toledo. Today, about ::i!', of the $400,000 Hudson advertising budget goes into broad- cast advertising. The remaining 2(1' < is in newspaper advertising designed as a supplement to the radio selling, or as a booster for the premium cam- paigns. \\ hen Hudson opens up a new niai ket. the) use, as ( ".1.1 Seal < .la— \\ as doe-, a heav) initial newspaper cam- paign to condition the dealers and job- bers in the area on the product, and to gain \ isual recognition for the pack- age with consumers. But, after 13 week- oi so of building identification for the product, the emphasis is changed to the 80' I -20' - radio form- ula backed b) newspapei advertising. Hud-. .n intend- to billow this radio pattern of mass-audient e programing, following ii up with premium cam- paigns, until the da) as man) people Use paper napkins in theii home- a- now use paper facial tissues. * * + 44 SPONSOR COVERAGE MAPS {Continued from page 38) kets are not profitable to sell. In main cases 30% of a territory mav deliver 90% of the business of that area. The other 70% is territory that cannot be served economically and thus is out- side the true merchandisable area of the station. Merchandisable area cov- erage maps, if adequately presented, show both the retail sales (per county or total area) and the population of the territory covered. These coverage maps thus clearly indicate how much it will cost an advertiser to reach a prospect. Most advertisers know what share of the retail dollar they can hope to snare. Having the total retail sales figure for a station's coverage area enables an advertiser to properl) gauge his advertising costs on the basis of an actual sales objective. Thus a merchandisable area coverage map translates coverage, as far as any map can, in terms of what a station can deliver in sales. It does not guarantee complete coverage of the merchandis- able area because only the actual rat- ing for the time period bought can do that. The perfect blueprint for a coverage map includes a merchandisable area contour, the retail sales figures for the area (preferably on a county-by- county basis) and the population of the area. The map should indicate the base upon which the coverage is de- termined, and the date on which the survey was made. To be truly helpful a daytime map should be based upon the hours between 8 a.m. and 6 p.m. Coverage maps are still being sent timebuyers that are drawn with a com- pass and have no relation to any sur- vey method. While it's true that the coverage of an FM or TV transmitter can be approximated by a compass as long as the height of the transmitter and the power are known, even an FM or TV station coverage is individual due to electronic freaks about which not even Major Armstrong (discoverer of FM) or the greatest TV engineers can be too certain. AM station cover- age can never be plotted with a com- pass. Standardization of coverage maps would be of great help to all time- buyers but that won't be possible until research has answered a great many questions which stand in the way of making any coverage map deliver the timebuying answers. * * * GAS AND OIL {Continued from page 28) reacted to it with much more enthusi- asm than the) had shown for High- ways. Cities Service, like American Oil. does not use selective radio or TV, but it does offer dealers co-op assistance (a 50-50 split) and advice in getting on the air themselves. Many of the bigger ones are on radio, and one Cities Service distributor (Petrol Corp. of Philadelphia) is on TV with weeklv two-hour-long boxing matches on WFIL-TV, Philadelphia. American Oil and Cities Service are more or less the exceptions to the thought that direct selling is needed in gas-and-oil broadcast advertising. This does not, by any means, rule out oil's use of institutional air advertising, which has always played an important part with refiners, many of whom are still trying to live down the bad taste in the public's mouth caused by the trust-busting cases the government lodged against them in the early years of the 20th century. Institutional air campaigns, like those of Texas, Stand- ard Oil, and Socony-Vacuum, lend considerable prestige to a firm w ith upper-income buyers and with impor- tant dealers. Thus, the Texas Company, probably the largest dollar-volume advertiser in the oil industry, with a radio budgel of over $4,000,000, feels that the broadcasting of the Metropolitan Opera's productions on a network of nearly 300 stations in the U. S. and Canada (See: Oil and the Opera. SPONSOR, January, 1948) brings them a large amount of good will — a public- sentiment that Texas sees as being capable of conversion to profit at Texas' 36,000 dealers in the U. S. and 6.000 dealers of the McColl-Frontenac Oil Co. (Texas' Canadian affiliate). "Cood will" is not enough for Texas. It sponsors the Milton Berle Show on \BC to do a selling job in radio whose direct approach complements the opera's institutional approach. Texas is also the proud owner of the highest-rated show on the visual air. The Texaco Star Theater (again with the ubiquitous Berle), and the inte- grated TV commercials with the Texaco pitchman bring in an eye opening sponsor identification that has run as high as 98.2. The two Berle shows have done wonders in upping Texaco sales, and Texas believes that its selling problems have been large!) solved bv the combination of the in- stitutional operatic airings and the lianklv direct-selling Berle slum-. Of the two remaining major oil firms w 1 tarket their products (and air-sell them, or their firm names) on a near national basis, one of them, Gull Oil, uses much the same broad approach to air advertising that Texas uses. The other firm, Standard Oil Co. (N. J.) has been sponsoring the highly- institutional New York Philharmonic S\m phony on 163 CBS stations to build public acceptance for the Stand- ard Oil name. However, the various Standard divisions, subsidiaries, and related companies who use broadcast advertising do so on a primarily sell- ing approach, via selective radio and TV, designed solely to bring in the business. The only exception to this among the Standard divisions is Stand- ard of California, which follows the Texas formula rather closely, sponsor- ing The Standard Hour and The Stand- ard School Broadcast regionally on the West Coast, but balancing this effort with a comedy show called Let George Do It, which carries the load of selling California Standard's line of automotive products. Gulf Oil has learned its radio and TV formulas the hard way. Gulf has been a big airtime buyer since the early days of the medium. The firm's radio case histories have run the gamut, as is true of most of the major oil firms, from the initial days of ''good music" programing, through the era of name bands and big nighttime comedy shows, to its present radio-TV presentation, We The People. The show at times has a faint air of public service about it, but generally the com- mercials are designed to help the thousands of Gulf dealers sell their stock. The company is also sponsoring a second TV show. Gulf Road Shou . It is with the smaller oil firms, who distribute and market their products regionally, or in a few states, that broadcast advertising designed to sell the product, rather than the firm name, is used to the fullest extent. Oil firms have definite regional marketing prob- lems, and the selling done by Texas or Gulf at the national level can never be as finite I unless cut-ins are used I as that of the firm using selective radio or TV. For example, the busi- ness of plugging seasonal oil changes alone, or of selling the profitable side- line of insecticides, varies with differ- ent parts of the countiv as Summer or Winter sets in. At selective and regional levels, too, oil firms aim their 25 APRIL 1949 45 programing or selective campaigns at fairlj specifii groups, rather than shooting at the broad target and hop- ing to get gas-and-oil buyers in sheer weight of numbers. I lii— accounts mainly for the wide two programing types t hat are high in nude appeal, namely, sports and news, bj selective and regional users. Almost the lone exception to this is the Signal Oil Co. of California. which makes a compromise with the fact that approximate 1\ <'!.">' < of the mil nil purchases in the country are made h\ men. Signal has been sponsoring for the past two years or so the high-rated U histler on the Co- lumbia Pacific Network. \ suspense- type whodunit. II histler attracts an audience that is mostly male, while being a show that lends itself well to promotion to dealers and to consumers. The primarily masculine appeal of network and selective sports lies in back of their extensive use. year after year, by such leading regional sports sponsors as Atlantic Refining in the Fast, the Standard Oil Co. of Indiana in the Midwest, the Humble Oil Co. of Texas in the Southwest, and the Tide Water Associated Oil Co. in the Mountain and Pacific regions. These firms make a real promotional field da\ out of then sports sponsorship. Since there are just a handiul oi >p events that command national interest. the biggest interest in sport.- is in big regional sports events. The oil firms who are selling their product through sponsorship of these events have a pro- motional natural on their hands. Giv- ing awav football maps, prediction charts, score cards, and other sports promotional material at service sta- tions is just one way of reaping the harvest of this tremendous interest. Stations are decked out with posters and displays, local contests with a sports theme are handled by the deal- ers, and the results are evident in greatly increasing sales of gas and oil. At the same time, the sponsorship ol sports establishes favorable public relations for the oil firm. Still the most widely-used form of regional and selective air selling in the oil industry is newscasting. Like sports, the basic reason for the ex- tensive use of news is that it is a program type high in appeal to male listeners, although the ratio of male- female members of the average oil- sponsoi eil new scasl does not go as high as the 85-15% ratio that actuallv docs STUMPED! She says she'll marry me but refuses to leave town to go on honey- moon. Says she won't risk missing her favorite KXOK programs. What'll I do? Anxious Dear Anxious: No reason why your bride should miss ANYTHING on her honey- moon. Go on your honeymoon anywhere from west-central Missouri to Indiana, from Iowa to Arkansas. KXOK's powerful signal can reach her any hour of the day or night, even into Tennessee and Kentucky. Any John Blair representative will gladly help set your itinerary. KXOK, St. Louis 630 on your dial the buying of gas-and-oil products. 1 he turn that sets the pace and is the most successful user oi newscasts is Esso Standard Oil (See: Esso News Reporter, sponsor. March, 1947). Esso opened the wav for the whole field of radio news sponsorship in Oc- tober, L935, when it made a deal with United Press for a series of five-minute news summaries that were the founda- tion of the now-famous £550 Reporter newscasts currentlv heard on 42 sta- tions in the 18-state l.sso marketing territory that runs from Maine to Louisiana. E-s;> backs this up with periodic selective campaigns in TV, sponsors regional sportsca>ls in Ar- kansas, and promotes the whole works so aggressively to dealers that todav it is an integral part of the marketing system of Esso. So well has Esso done this job that several hundred Esso dealers are on the air with their own shows and announcement schedules, a higher percentage of the total number of dealers, incidentally, than for am other major oil firm. The Esso formula of newscasting has been used by oil firms at all levels of broadcast advertising. Today, five major oil firms are using network radio newscasts to tell their sales story. Seven firms I in addition to Esso's Esso Reporter) are using newscasts. in varying amounts, on a selective basis. \t the network level. Pure Oil Co. sponsors H. V. Kaltenborn (MWF) and Richard Darkness (TuTh) on some 30 NBC stations, and supple- ments this with newscasts on a selec- tive basis in two additional market-. The Skellv Oil Co. goes alter early- morning audiences with MU.'s World Sews Roundup on 23 stations, mostly in the Midwest. The Sun Oil Co.. for years associated with radio news spon- sorship (Lowell Thomas 1 . bankrolls the nightly Three-Star Extra on 34 \|'.i stations in Eastern Seaboard cities. ( >n the othei side of the nation. the I nion Oil Co., an aggressive < ali fornia advertiser, uses Fleetwood Law- ton nighilv to reach Don Lee news audiences, and uses selective radio and I \ to sell everything from its "Royal Triton" oil I" its annual report, via I \ films. The Richfield Oil Company's Western Division sponsors a nightly news roundup on the \l>< Pacific Net work, and has used periodic announce- ment campaigns in radio. In selective broadcasl advertising. the biggest newscasl usei is the Shell Oil Co., which s] sors 15-minute 46 SPONSOR ASK REPRESENTING YOUR LEADING JOHN RADIO BLAIR MAN! SOAPLESS DETERGENT Reminder... for a rWEfflWm manufacturer: SPOT RADIO softens up hard-water ^■^^^^^ markets fast! It's no secret that soapless detergents work best where water is hard. They sell best there, too. It's no secret either that Spot Radio puts advertising to work right where it does the most good — in this case where water is hard and prospects are plentifitl! Spot Radio sells — detergents, deep -freezes, or dancing lessons — because it is poiierfid yet flexible. Your John Blair man knows Spot Radio . . . and markets, and merchandising. He knows how to weld all three together ... to build a potent, profitable selling force that squeezes the last penny's-worth from every single advertising dollar you spend. stations Ask him how Spot Radio can sell your product! JOHN BLAIR S COMPANY OFFICES IN CHICAGO . NEW YORK . DETROIT ST. LOUIS • LOS ANGELES . SAN FRANCISCO 25 APRIL 1949 47 nightly news shows, and some five- and 10-minute new.- shows on about 40 stations in the East and Midwest. Standard Oil of Indiana, like I £sso Standard, uses selective newscasting, but favors mostly the 15-minute roundup I lather than Esso's li\ <■- minute formula) on sonic 21 stations in the Midwest and Mountain areas. Socon) Vacuum Oil Co. uses 5-10-15- minute newscasts on 10 stations in New England and Eastern markets, plus some weather reports, and oc< a- sionall) goes into network T\ for in- stitutional one-shots such as the recent Julius Caesar production from W ash- ington, D. C. Continental Oil Co. uses newscasts on two stations, one in Minnesota and one in JNebraska. Pure Oil Co., Texas Co., and Atlantic Re- fining use selective newscasting on a limited basis to supplement their other broadca.-t activities. Only one regional user of broadcast advertising has reversed the trend in recent years to selective news broad- casting. The Phillips Petroleum Co., formerly a sponsor of a series of nightly news roundups on some 30 sta- t'hui- in the Midwest. Mountain, and ' S* f? D A At T% *m frth0$ BRhNDs* ...ofproductsind^ / classifications owe / much of their fame / in South Texas to campaigns over - / ^ -/4«otfot FAMOUS WESTERN BRAND! * i t ; 65 South Texas coun- ties olonc recently showed WOAI lead ing the herd both day ond night by more thon 2 to 1 ! C C. DA6NEY, FreWerlcliburg. T...I Reptiented by EOWAHD Pt TRY t. CO. INC - Htm York. Chiojo. Los Anjelts, Detroit. St. Louis, Oillas Sin funcisco, Allinti, Bosloo i i. i iic regions, last month entered net- work radio for the first time, purchas- ing the National Barn hance on an extensive list of ABC stations in the same territories. It wasn't that radio news wasn't doing the job well for Phillips; it actually produced real re- sults. But Phillips, which does its strongest business in the rich farming communities in these area-, felt that a high-rated folk music show would gne it much the same audien :e that it had before, pits addjd farm audiences. It would also, Phillips felt, g.ve a moie unified handling of the simple Phil- lips commercials, as well as a good change of advertising pace that fitted nlo the current expansion of Phil- lips' distribution. The o 1 industry has learned its les- sons the h-ird wav in the last two dec- ries of broadcast advertising, but it has learned them well. Of the various industry categories that comprise the U. S. automotive industry, the oil in- dustry is largely the pace setter and the most aggressive advertising group of those that use the air media to sell products to the American automotive consumer. * * * UTUAL NITWOIK • 710 KILOCYCL.lt • 5 000 WATTS NIGHT 43 SPONSOR EASTERN Sales Manager WESTERN Sales Manager 25 APRIL 1949 Wythe Walker Tracy Moore 551 - 5th Avenue, New York City 6381 Hollywood Blvd., Hollywood, Calif. 49 RTS. . .SPONSOR REPORTS. . .SPONS OVUf about the traffic jam on State Street, March 19, when 3000 people tried to get into a new store which had ad- vertised its opening exclu- sively on KDYL. But can we help it if so many people insist on listen- ing to this popular station? Television, too . . . and availabilities are going fast! National Representative: John Blair & Co BMI SIMPLE ARITHMETIC IN MUSIC LICENSING BMI LICENSEES Networks 25 AM 1-928 F M 411 TV 54 Short-Wave ... 4 Canada 150 TOTAL BMI LICENSEES . . 2,572 You are assured of complete coverage when you program BMI licensed music ♦As of April 19, 1949 BROADCAST MUSIC, INC. 580 FIFTH AVE., NEW YORK 19 NEW YORK HOLLYWOOD continued from page 2 1949 radio and TV set sales will run $1,000,000,000 Combined sale of television and radio sets in 1949 is estimated at $1,000,000,000 by Department of Commerce, with approximately half in TV sales. Radio-set sales are being held back because high- priced consoles aren't selling. This is traced to public's worry about records requiring multi- speed motors and reproducing arms. NBC leads in Hooperatings, CBS in Nielsen index While 1949 U. S. Hooperatings list 11 NBC night- time programs among the "Top Twenty," the first Nielsen release of his new "national rating" lists only 4 NBC evening shows, with CBS placing 12 in Nielsen's "NRI Average Audience" ranking of first 20. Once again it's war of rating systems, with CBS being pro-NRI and NBC pro-Hooper. Advertising no longer prohibited in new Armed Forces contracts Orders for military equipment and supplies need not be placed without thought of advertising, under latest renegotiation ruling. While very little leeway is included in pending decision regarding broadcast advertising, it can be figured in pro- duction costs if it's necessary for the supplier to keep his "competitive position" in his industry. How far advertiser can go under this decision is anybody's guess. Zenith still battling for consumer payment for TV movies Five thousand telephone subscribers were questioned recently in 25 cities on willingness to pay $1 to see a motion picture at home on their TV receivers. Over 80% voted "yes" and indicated that less than 50% of 21 great pictures of past 10 years had been seen by respondents to survey. Survey was con- ducted by Zenith in order to push its phonovision. Brewers lead in sponsorship of baseball broadcasts In both radio and television, brewers are first among sponsors of both big and little league games. Warmup sessions have great variety of advertisers, with cigarettes, men's clothing, and soft drinks leading as SPONSOR goes to press. 50 SPONSOR No. 2 of a series proving why SPONSOR is your best buy How're we doing at Y&R? or at Beaumont & Hohman? It's a safe assumption that if they're prospects of yours they're readers of sponsor. And what's more, a heavy percentage are home readers Timebuyers, account executives, advertising managers, am heads of sponsor firms enjoy SPONSOR. They say they find! it refreshing. They say they find it useful. That combination^ is hard to beat. Despite a high subscription price (fifty cents a copy, $8 a year) sponsor's paid circulation has climbed impressively. Three out of every four copies (total guarantee, 8000) go to national and regional buyers. If you want first-hand evidence of sponsor's pinpointed impact ask any timebuyer — or your national representative. BEAUMONT & HOHMAN SUBSCRIPTIONS TO SPONSOR: 7 Home 4 Office 3 Executives 2 Acc't Exec. 1 Timebuyers 2 Radio Dir. Others Some Beaumont & Hohman clients that sub- scribe: Belmont Radio Corporation. Liberty Orchards, A. Schilling & Company. You're sure to hit home with sponsors and agencies when you advertise in SPONSOR YOUNG & RUBICAM SUBSCRIPTIONS TO SPONSOR: 20 Home Executives Acc't Exec. Radio Dir. 12 Office Timebuyers Others Some Young & Rubicam clients that sub- scribe: American Home Foods, Borden Com- pany, Bristol-Myers, Cluett-Peabody, General Electric, General Poods, Gulf Oil, Johnson & Johnson, Lever Bros., Thomas J. Lipton, Purity Bakeries, Rath Packing, Packard Motor Car, Rosefield .Packing, Hunt Foods. SI SPONSOR 40 West 52 Street. New York 19 For buyers of Radio and TV advertising iR?HBTH?l Facts don't count with a blowhard, but there is no disputing the plain fact that CBS advertisers win large, loyal audiences at the lowest cost in radio. Non-CBS advertisers can do likewise with such available CBS programs as Sing It Again which delivers each thousand families for under 15 cents per average minute. The Columbia Broadcasting System I co< &» J*1 mnjMi S^ru. 1^ IS It 'jzC£z?l« t ^2,^" £ i»!~ ZT£%?£Z, £* !«;. C....,.-J k i«*~ ,!•"'- J^t wT?.-*, ii O.'ST"' M. !«*," .&!%&.** i .J™;! 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WHEC is Rochester's most-listened-to station and has been ever since Rochester has been Hooperated! Furthermore, Station WHEC is one of the select Hooper "Top Twenty"stations in the U.S! (Morn. Aft.and Eve.) latest Hooper before dosing time. MORNING 8:00-12:00 A.M. Monday through Fri. AFTERNOON 12:00-6:00 P.M. Monday through Fri. EVENING 6:00-10:00 P.M. Sunday through Sat. BUY WHERE THEY'RE LISTENING:- STATION WHEC 43.1 STATION B 22.6 35.0 25.8 STATION c 6.1 7.1 STATION D 4.7 STATION E 17.2 14.7 13.7 38.1 30.2 6.9 9.7 14.1 JANUARY- FEBRUARY HOOPER, 1949 Latest before dosing time. STATION F 5.1 3.0 Broad casts till Sunset Only MEMBER GANNETT RADIO GROUP (JJ&6&& N. Y. 5.000 WATTS Representatives: EVERETT & Mc KINNEY New York, Chicago, HOMER GR IF FITH CO., Los Angeles, Son Francisco 25 APRIL 1949 57 minimum Pnct 's Poss'ble with a one-man show like Bob Howard's llll 1 1 U III bllOl on CBS. Bob plays the piano, sings, and announces production's high on all the multiple set programs like dramat presentations (Philco Theatre, Ford Theatr ' Tl costs Sponsor ptiys more* gets more __^ftbk Cost per thousand viewers «IWy^ is going steadily down in TV. Costs of buying lime and talent are just as consistently going up. While average half-hour rates at the three oldest stations in New York have doubled in the past 16 mouths, from $815 on 1 January. 1948, to $1,650 on 1 May, 1949, sets in homes in the metropolitan New York area have increased over six times. Cost per thousand TV-equipped homes for time on a half-hour program was $6.8(1 al the beginning of 1948. It's 82.85 as sponsor goes to press. The < -o-l of programing li ;i- nol doubled in the l(» months, but the quality of pro- grains lias increased, and it therefore • '•-I- more to attract an audience, due to competition. In New York the cosl of a one- minute selective film announcement has jumped from $102 to $240 with the cost per thousand homes for an- nouncements dropping from $.83 to 58 $.45. This is not as great a drop as in the case of half-hour programs, and the reason is simple — one-minute com- mercial spots are increasing in cost. It's possible to purchase a one-minute film on WATV for as low as $100, but rates on other stations are con- siderably higher. Outside of New York a one-minute commercial median figure is $50, ex- cluding Chicago, where costs range around $70. These costs include film studio, generally. The cost of making a one-minute film commercial runs the gamut. Some effective minute movies have been made as low as $200 each, and others have run as high as $1,500. There i- no ceiling or floor for minute films, or, for that matter, for any TV films. A great deal of interest has been manifest in television station-break commercial time. Bulova has pio- neered in ten-second breaks for which no station has as yet established a card rate. Minimum length of time on regular rate cards is 20 seconds, and while many stations still ask the full minute rate for a 20-second break, the tendency is to charge 60 to 80% of the minute rate. Less than one- minute commercials are faced with the normal expectancy of having another commercial film right next to it. Sta- tions are operating at a loss and must take every opportunity to make that extra buck. Most agencies advise against less-than-minute commercials for this very reason. Minute commercials have been very productive for local-retail and national selective advertisers. With more and more coaxial cable circuits being opened, less and less premium time is available for local programs on net- work-affiliated stations. As each city joins the cable chain some local agen- cies find that they have to curtail TV activities. This is especially so in the Midwest, since there is only one West- . SPONSOR I n quiz programs like Firestone's Americana are production budget- ers since questions are asked visually with use of actors and sets talent's high on programs like "The Hartmans" (above) and many of the star-studded telecasts being networked by NBC and CBS to-East cable, and sponsors feel that they'd like their programs to originate in the talent capitals of the U.S. A half-hour of premium time on the networks using a combination of co- axial cable and kinescope recordings to cover the non-connected towns where TV stations are on the air runs around $6,500 gross. This will cover generally 28 of the 34 markets now viewing TV. The TV homes in these areas currently exceed 1.250.000. and this figure increases monthly. Most buyers of network TV time are pro- tected for a period of 12 months, with very few contracts extending protec- tion beyond that time. The reason for this is obvious. Time costs are based upon T\ -equipped homes. In main cases, they are set at a figure that does not cover operating costs of the station. In New York it costs a station i accord- ing to an unreleased NAB sur\c\ I mi an average of $30,000 a week to oper- ate even on the limited schedule that most of them have. The average sta- tion in the U.S. has an operating nut of $5,000, has 47 full-time employees and 22 on part time. None of them is really in the black at the present writ- ing, although several have announced that they are. They made this an- nouncement because they did not fig- ure their original installation costs <>r amortization of their initial invesl- ment in putting the station on the air. What they mean is that they're not in the red on their operating expenses. While time costs continue to in- crease at a much slower rate than the TV homes in the areas served, pro- duction costs are still a great question mark. A recent survey of network offerings indicates that not a single commercial program is being produced within the estimate made by the agency when the program was sold. This is neither the fault of the agency nor the network. It's the natural out- growth of a medium that is out of three-cornered pants before anyone knows how to mother it. Another reason for the increasing costs of production can be traced to the fact that talent is generally no longer interested in appearing in TV in order to obtain ""experience." The $75 minimum established by the four unions covering performers in TV is now actually a minimum, not a maxi- mum as it was for a long time. In the musical field T\ talent rates are two-thirds what the) are in net- work radio, or what they would be on an equivalent radio station. Stations and agencies have discov- ered that short-changing a production by calling a minimum stage-and-cam- era crew doesn't work out. As a result, shows that have started out as Tex- tron's The Hartmans telecast have had practically to double their rehearsal time and increase their crews b) one- third. While there is no such thing yet as a smooth "first" telecast, agencies are trying their best to make the initial scanning of each new sponsored series as professional as it can be. The re- sult is a very expensive procedure, with rehearsal costs that have given adver- tisers' comptrollers huge headaches trying not to exceed their budgets. There is little that can be done about this. Only the simplest programs can be done without considerable rehears- als, and the extra hours pay-off is in increased audiences and increased commercial impact. One floor-cover- ing firm has tried recently to cut down rehearsal time, with the result that its commercials aren't worth the time they take on the air. A TV commercial is either smooth or it's ineffective. The cost of commercials on film is still so much higher than live com- mercials at present that most programs continue to present their selling live. Viewers are very conscious of inferior filming, and sponsors report that the) receive numerous letters every time a poorly-produced film is telecast. One method of keeping down pro- gram costs where the program is filmed is b) spreading the cosl "I the pro- duction over a number of airings. American Tobacco has bought firsl and second rights foi a number of films at fees which are below the actual cost of the films because the producers feel that the) will be able to use tin- material with revised commercials for another sponsor in a few years from i /'lease turn to page I 25 APRIL 1949 59 •:-8::& m ■:■£ £■:< RESPONSIBILITY IS HERE IN TV FILMS Ctf llu« RE IS ...at Video Varieties it's Undivided from script to finished print THE most needed element in tele- vision film production is the respon- sibility of the producer. That's why Video Varieties puts such emphasis on responsibility. We have made sure that there is ade- quate experience, enough trained manpower, sufficient capital, and the modern facilities necessary to pro- vide undivided responsibility for every detail of any film you may require, from script to finished print. That's why we have directors, script writers, set-designers and con- structors, cameramen, sound and studio technicians, and editors on our own payroll. That's why we own and operate 17-year-old West Coast Sound Studios with its experienced man- power and complete facilities. From this background, we solicit your inquiry regarding any film pro- duction you may have in mind. Our executive and sales offices are at 41 East 50th St., and our studios at 510 West 57th St., New York. Please phone MUrray Hill 8-1162, write, wire or call in person. Video Varieties Corporation 41 East 50th STREET • NEW YORK 22, N.Y RESPONSIBILITY MEANS BETTER FILMS On Estimates and Schedules .. V V On Script and Casting V V On Set Design and Construc- tion V v On Direction and Supervision. \ 'V On Editing and Print Delivery. V V V\ DOUBLE CHECKS RESPONSIBILITY ■mjjuij V 60 i in j i hi mm SPONSOR f I JSTOM (IT Mill. I MM IS WKAU SPONSOR: I'nlr.lu In.n \ Ni-.-l i ,.. M.I Nl i Placed direi I CAPSULE CASK Ills I OK\ : Comparative!) new to the field of TV advertising, this firm has had results from its three-times-a week evening announcements on WSPD I \ which has it helie\ in» that I \ can sell an\ thing. I on pany's business in steel strips, rods, and other types of steel products, individually custom cut for all purposes. has increased 15' < during the current 13-week \ idco series. According to the firm's president, Edward Aren- son, the number of phone calls and resultant sales each week are phenomenal. WSPD-TY, Toledo. Ohio PR()(.i;\M: Announcements SPONSOR: Miriam's Ladies' Weai VGENCY: Placed direct i VPS1 I E « VSE HISTORY : This apparel -hop Eoi women Hi'ni on video for the first time with one two-minute participating spot on KDYL-TV. and, like so mam local advertisers making thru initial venture into the new medium, met with immediate and surprising success. The two-minute plug was on a fashion telecast, and used a live model to demonstrate a $179 Spring coat. The next morning a number ol customers came into the store to see (and in most cases. bu\ • the coat that had been demonstrated the night before. KDYL-TV, Sail Lake City, Utah PROGRAM: Announcements TV results III < Old > A Mil MS MILK PltOIH II S SPONSOR: Pet Milk Companj \GENCY: Gardner CAPS! LE CASE HISTORY: A mail-pull record for \\ 1AV-T was established by a single one-minute announcement on the station's "Kitchen Klub". The announcement, spon- sored by the Pet Milk Company, offered a Mary Lee Taylor recipe book, integrated into the baking of a cherry cream pie. The one announcement drew 615 replies from viewers. It was a Washington's Birthday feature of "Kitchen Klub." which is the oldest commercial pro- gram on WLW-T. and which now has seven different food sponsors dailv across the board. WLW-T. Cincinnati PROGR VM: "Kitchen Klub" APPLIANCES SPONSOR: None CAPSULE CASK HISTORY : Paul Brenner, conductor of the years-old "Requestfully Yours" record show on WAAT. Newark. New Jersey, has. on WATV. a live interview- iype program which also involves musical film shorts of the featured guest stars appearing with Brenner. For •he past several weeks record albums have been given awa\ to the first ten people writing in for them, the post- mark being the time criterion. In response to one an- nouncement, running less than a minute. 1.355 replies were received. WATV. Newark. New Jersey PROGRAM: "Respectfully Yours" SPONSOR: Shea's Appliance Store AGENCY: Placed direct CAPSULE CASK HISTORY : The tremendous pulling power of Erie's WICU television advertising was recently demonstrated in a "sell-out performance" by a 75-word announcement. Officials of Shea's set a daily announce- ment schedule over the station, for the first of which the TV camera was focused on one of 18 receivers on hand at the store. Next day the store claimed the demonstra- tion model, with the apology that all 18 had been sold, and a customer was waiting for even the one which had been televised. WICU. Erie, Pennsylvania I'KOOK \M : Vnnoiineeinent FOOD RETAILER I I STO>l TAILOR SPONSOR: Donahoe's Food Stores AGENCY: Placed direct CAPSULE CASE HISTORY: This food retailer tried a five- minute TV news show with the following results: First week, 80 people responded within 24 hours of an offer of a free pound of macaroni to anyone asking for a cheese "special" advertised on TV: following week, with- in the same time and due to a similar offer regarding candy, 153 persons asked for the "TV special." third week, 213 customers took advantage of a bargain on catsup and tomatoes; fourth week, TV plugging of Dona- hoe's coffee resulted in the sale of 600 pounds. WDTY, Pittsburgh PROGRAM: "Pitt Parade" SPONSOR: .lam,- Scali \<.l N< \ : Placed direct CAPSULE CASK HISTORY : Scali, custom tailor for women on fashionable ~>7th Street. New York, some weeks ago became the fii>t ladies' tailor with a small but exclusive clientele to advertise via TV. Participating on "Fashions on Parade." Scab found the outcome so gratifying that he cannot handle "all the order- that have resulted." \fter the first three weeks. 50 new customers visited Scab's salon, an overwhelming response for a small production business of intricate, high-styled, detailed work. \\ Mil). Ne\» York PKOt.K \\l "I a-hion Parade" TV COSTS [Continued from [>a^c 59) now. In order t<> spread the cost ol film piegrams over a number of years, it's necessarj to watch with eagle eyes for any material which dates the pro- gram. I5\ shooting stories that are not topical and which will be as good ten years from now as they are today, sponsors find costs materially cut for them. Talent costs for these films are quite higher than they are for live telecasts, but the feeling is that the) re worth the difference. A live telecast is dead once it has been aired. The use ol kinescope recordings i~ limited for the most part to areas not inter- connected with the network telecasting the program. It s generall) understood by the talent involved that the pro- grams are for one-time airing only. kinescope recordings are like off-the- line recordings in radio, and if the\ are to be used as "open-end" films the talent will have to be paid as it is for the off-the-line disks I once for live program and once for filming). TV costs can only go up. That's certain. Its just as certain that the cost-per-viewer will continue to go down. + * + "Pto^cU are Prolific, too . . when WTAR sells the Norfolk Metropolitan Market for you Most of the folks in Norfolk, Portsmouth, and Newport News, Virginia, listen most of the time to WTAR. Hooper says WTAR's Share of Audience was 44.2 on weekday mornings, and 47.0 weekday afternoons. Sun- day afternoon was 31.8 and daytime Saturday 31.0. In the evenings 50.2. Closest competition was never more than 22.4. (Station Audience Index — January- February, 1949. Mate the mighty potential of the Norfolk Metropolitan Market with WTAR's listener preference. Check the cost per listener. Easy to see why WTAR makes sales soar and profits more so. May we tell you more? 5,000 WATTS DAY AND NIGHT NBC. AFFILIATE SOAP OPERAS (Continued from page >l I Man group, comprising 65' < of the population. This group is defined on the basis of occupation, source of in- come, house type, area lived in. and education. Based on the Index of Status Characteristics previously de- veloped on the five points listed above, 15% of the population belongs to the upper and upper-middle class group above the Common Man group, and 20' '( to the group below it. In the Common Man group of listen- ers. Mrs. Average Housewife was dis- covered to have low powers of imagi- nation, and consequently to have lim- ited resources within herself for solv- ing problems. She normally tends to suppress strongly spontaneous im- pulses, of both feeling and speech, even in the realm of imaginative expression. She sees her relationships with other persons in a stereotyped pattern, and is painfully shocked if events don't fol- low the pre-conceived pattern. She's WANNA GIT THE REAL McCOY (Ky.V? •..' to reach the lf vouTe hankerm to ^ .^ ^ ccnuine McCoy l>>.), £ tt ■*f,T£i differ ent! NVV\ , e 27-«ounty Lou; througlio"1,. "" ~ u. Nationally Representee/ by EDWARD PETRY & CO. 62 SPONSOR had enough experience, however, to be aware that life doesn't al\\a\s follow the ideal I to her) pattern; so most ol her relationships. e\en within I n ■ r family, have an element ol fear and strain. Warner and Henry discovered thai daytime serials lall naturall) into a number of basic types. One ol the most important, because of the num- ber of problems aired and the great number of listeners, is that designated by Warner and Henrj as the Family Type. In this type the family provides the leading characters, and the center of interest is a woman, usually the wife and mother to other important figures in the story. The majority of listeners — most of them from the Common Man group — listen to a Family Type program like Big Sister, for example, because the personalities and plot ac- tion prove that good wives and mothers are always victorious in their family activities. The primary theme always triumphs over the counter theme of danger to security and family ties. It seems to be a psychological necessity for the women in the Common Man group to be reassured endlessly, through identi- fication yvith the model heroine, that their position is safe. The themes of Big Sister, to use that program again as an example, express the restrictive virtues of American middle-class morality. New themes may not be added without distracting from the unifying psychological pur- pose of the drama. By identifying themselves yvith the characters and ac- tion, women are soothed and reassured (healthily, according to Warner and Henry I through the triumphs of the virtuous heroine. A survey of leading serials reveals that their themes all deal with the nor- mal hopes and anxieties of their list- eners in such a way as to encourage them and make them more satisfied yvith their lots. The major appeal of the serial strip, however, is by no means confined to the thematic ele- ment, and it would be easy to over- emphasize its importance. Although the answers to the direct question. "'Why do you listen?'", come phrased in many ways, it is clear that, in addition to the psychological release and what listeners think they learn from the programs, a major factor is sheer entertainment value. The main element in the entertainment is the pleasurable, conscious, emotional re- sponse or feeling, induced bj the pro- » i .1111 a- a w hole. I his elf eel IS in- duced, for example, when lawyer Portia pleads a case the listener knows Portia caul win since the evidence against her client is "framed. It has been argued by some pro- ducers that it is impossible to extend the audience of the daytime serial. Philip Morris recently bought Sandra Michael's Against The Storm on the theory that the serial audience can be extended. The show will be aired across the board on MBS starting 1 May in half-hour segments instead of the customary, quarter-hours. Miss Michael disclaims pn a specific theme in [gainst The Storm, and objects to its being classified as a "soap opera. ( onsiderable ey idenee has del el- oped since the war that both theme and treatment of the story can be made to extend the audience to which the day- time serials appeal. Another report in this series will explore this possibility. More than 509? (JI 'be available women listeners in the daytime don t turn on their radios at all. That s a profitable margin of prospects to shoot for. . . . ** Wrap* cm both up. sister/ 99 hether we're shoppin' for ourselves, our farms or our wives, us Red River Valley farm- ers in North Dakota ain't a bit stingy! He don't have to be! Our average Effective Buying Income per family (Sales Man- agement, 1948) is $5399 — 29.9% higher than the $4309 average for the U.S.A. as a whole! WDAY's amazing popularity in these parts is even more im- pressive than our listeners' in- come. The latest Conlan Study shows that for the entire survey (morning, afternoon and eve- ning), WDAY has more than 3]/y times as many listeners as the next station! Ask us or Free & Peters for all the facts! FARGO, N. D. NBC • 970 KILOCYCLES 5000 WATTS « r-SQ) a Free & Peters. l«l Eictutivt N.TlUinjl ff'Prfifili II APRIL 1949 63 THE UNIVERSAL LANGUAGE « I ontinued from page 23 i lla\ went on immediatel) after, open- ing his show by saying. "From here on out, folks, it will be nothing but real- ism of the realest kind. You've been up in the clouds with grand opera, now get down to earth with us in a per- formance of Grand Ole Opry." It is that homey and homeh philo- sophical approach to listeners that in the intervening years has turned coun- try-type shows into the programing backbone of a good many local sta- tions throughout the country. The folk-music program pattern doesn't vary much. On long, three- and four-hour programs like Dance and Opry it includes square-dance call- ing, folk-song artists, yodeling. noveltx vocal acts, and instrumental special- ities. On the five- and 15-minute day- time hillhilK broadcasts heard on most of the nation's stations one or more of these types "I folk entertaining can be found. The usual format for less am- bitious Western programs takes in a single singer or a small group [trio oi quartette i . Hut however hig or small a hillbilly show is. the same informal. down-to-earth quality remains. The appeal of country music on the air is not limited to live-talent pro- grams. Some of the most potent shows in point of mail pull and direct-sales results are disk jockey programs which confine themselves exclusively to the plaving of leading folk and Western artists' recordings. Typical of this sort of show is Nelson King's Jamboree on WCKY. Cincinnati. Running three hours and 45 minutes seven nights a week, the show is routined 1>\ mail re- quests, and it has become so important to record companies that often ascc- WMT plows fertile ground in Oasis oowai You gotta look fast when you pass Oasis. It's small . . . and it sort of blends into the rest of Iowa, which is all oasis anyway. But don't let anyone throw sand in your eyes about the importance of Oasis as a market for your goods. When the Oases of WMTland put their collective purchasing power to- gether, the aggregate is fertile ground indeed. There are 1,121,782 people within WMT's 2.5 mv line — well-heeled citizens whose standard of living is high, whose income is high — and whose affection for WMT stretches from day to night and back again. Tell your sales story to this loyal audience on Eastern Iowa's exclu- sive CBS outlet— WMT. Ask the Katz man for full details. y ^-vw* tw* "**.X»^Q,. ■ V>-N.-\VVW*K WMT CEDAR RAPIDS 5000 Watts 600 K.C. Day & Night BASIC COLUMBIA NETWORK tate dubbings of recording sessions are -cnl to the station before release of the regular commercial pressings. Signifi- cant is the fact that in two years Jam- boree went from an hour-and-a-half show to its present considerable length. The success of King's recorded pro- gram of all-hillbilK music in a metro- politan area is duplicated, even more surprisingly, in the completely cosmo- politan atmosphere of New York City. Several folk-music programs are heard in and around New ^ ork. one of the most successful of which is Rosalie Allen's Prairie Stars on WOV. Ac- cording to Arnold Hartley, the station- program director. "New York seemed to be quite unconscious of hillhilK and cowboy music at the time (1943) we decided to program that t\pe at WOV. It was in the nature of an experiment then, but now hillbilly is an integral part of our programing." WOV, as have many stations in the U.S.. learned that hillhilK -program listeners consti- tute a definite segment of the radio- listener whole, that they show up in their own right, not merely as repre- sentatives of the great unknown gen- eral listening public, but as a positive- preference group. To list in detail all the folk pro- grams— recorded and live — on local stations from Maine to California would require a small almanac. To detail all the direct sales results achieved by local advertisers using these shows would call for several large ones. In its 23 May issue sponsor will run some of the more outstanding in- stances of what using folk artists has accomplished for local advertisers on such leading folk-music stations as \\l!\ \. Richmond (Va.) ; WWVA, Whcelmg i \\ . Va. I : WNAV Yankton (S. D.l: WLS, Chicago: and WSM. Nashville. There is also a personal-appearance angle to folk artists which helps them, stations, and ad\ ci ti-or-.. That angle will soon be particular^ effective, as stale and count) lairs are held around the countr) slatting in June and con- tinuing through the Summer month-. In its nexl issue sponsor will report on tin1 summer-selling advantages to local advertisers when the hillhilK shows the) sponsor appear in person at these fairs. \ll in all. man) a local advertiser on the nation's leading folk-music out- lets has found out what national spon- sors and their agencies apparentK have still to learn that that's sales gold in litem thar hillbillies. * * + 64 SPONSOR OPEN LETTER TO THE BAB Your initials are new. But the need for a Broadcast Advertising Bureau is old. sponsor has worked for the formation of a BAB for the past two years. We have repeatedly urged its formation in editorials and articles. We have repeatedly pointed out the strides being made by the black and white media to the disadvantage of radio. Now that the start is made we congratulate the NAB. We congratulate advertisers and their agencies, too. For they will reap the harvest in better understanding and more efficient use of broadcast advertising. You have our enthusiastic well wishes and our promise of cooperation. May we join hands often. Sim erely, NORMAN R. GLENN Publisher SPONSOR SPEAKS BAB \ new era has come t<> the broad- cast advertising industry. A start has been made. The Broad- cast \dvertising Bureau is on its wa\ . The $220,000 at its disposal in L949 is little more than a start. It can't begin to compare with the $1,000,000 budgeted to the newspapers' Bureau of Advertising, nor with the annual allotment of a Life or SEP. But a small budget can go a long way under the right direction. And we have high regard for Maurice B. Mitchell, the man who has been chosen to head BAB. If he doesn't build his acorn, resultwise and budgetwise. into a sturd) oak within the next two years we'll be surprised. \\ c -ce BAB as the most promising business investment the industry has \e| made. \nd. amid the clamor for abolition of the annual \ \B Convention on the basis of non-accomplishment (a point o| view not without merit i. we main- tain thai the creation of the I! VB justi- fied the 1949 session. The BMB Situation Seldom has there been as much con- troversy among members of the NAB as that created b\ the Broadcast Measurement Bureau at the recent Convention. The best of friends have fallen out because of BMB research policy and management. As recenth as March. BMB subscribers were called upon to guarantee $100,000. should the decision of the Internal Revenue Bureau find that BMB was not en- titled to tax-free status. As reported I sponsor. 28 March), the subscribers came through nobly. Unfortunately, more money is needed than was anticipated at the time the first call for pledges was made. Once again the subscribers are being asked for a pledge, this time to forego the escape clause in their contracts.* and to continue to pay to the end of the contract (June 1950). Pledges are coming in rapidly (20% of the BMBers signed at the NAB conven- tion!, and the NAB has agreed, under certain conditions, to advance the necessarv money for current expenses. Under these circumstances Ken Baker, acting president of the research organization, feels that the continuance of an industry-controlled coverage-re- search organization is assured. There have been a lot of loose words thrown around about how BMB has -pent mone) during its first few years of operation, sponsor feels that now is the time for BMB to make a detailed financial report to all who are inter- ested in broadcast advertising. Full revelation, not only of research data but also of what it costs to obtain it. is healthy and. in the present case, essential to the continued operation of an industry-sponsored coverage-re- search organization. Summer daytime listening Daytime serials prove that Summer broadcasting is profitable. While other forms of the commercial air seem to lose part of their audience, the soap operas, rated in big cities, decline in rating only around 20% or less from the high of the year. If a survey were made of Summer homes, it no doubt could prove that there's more listening b\ \merica's housewives who go to the beach or the mountains than there is when they are home. While there may be some loss in over-all listening during the Summer months, its more than made up for financially by the discounts which accrue to 52-time advertisers. These facts are a matter for sponsor's Sum- mer Selling issue (9 May). Don't sell radio short — in the Sum- mertime. * Permitting subscribers to cancel their contracts with '»(• days notice. Applause They Stole the Show The broadcasters without network affiliations proved their vitality at the convention of the National Vssociation of Broadcasters just recentl) com- pleted. W hereas the agenda of the con- vention itself was diffused and erratic, as most industrj conventions have been since I ime immei ial, the un- affiliates da) was well organized and down t" earth. I he onlj section of the independent prog i .mi that might be taggi d .i- being in< ongi uous w a- Judge Justin Miller's speech. // ho inrns mill controls radio broadcasting m Imei ica? It had little to do with the prob- lems of independent broadcasters. The judge used the unaffiliates' luncheon as a sounding board (or his favorite subject, free radio. Broadcast advertising faces new crises daily. It must be serviced b\ an alerl management. The independent station is becoming increasing!) im- portant in the schedules of national. regional, and local ad\ertisers. \unier- icall) the independents are as im- portanl as their network counterparts. In numerous ana- the non-network station Is proving thai it is as im- poi tanl as an) station in tow n. No belter prool of this could be found than the convention program of this group at the NAB. It was a busi- ness session in a sea of political in- trigue. It was a gathering of station managements that exist 100' < on their own. It was a meeting of that segment of radio broadcasting that looks to- wards expanding its services while the rest of the aural broadcasting world i- preparing For curtailment. Tin' battle foi radio's share of the advertising dollai i- becoming more furious daily. The independents, dur- ing their da) at the \ \l>. proved that the) re to be reckoned with. 66 SPONSOR 17th ranking industrial area in the nation " ■HI WORCESTER A Test Market.. Tested and Opportune Worcester and Central New England offer an effective test market, completely covered by both WTAG and WTAG-FM. • Over 100,000 different products Value of products $330,935,000 annually 67th county in nation in farm income $19,761,900 26th county in population in the nation — 552,900° 35th county in total income — E.B.I. $661,409,000° ■ Average industrial wage (1st 11 months 1948) Worcester $57.10 (nation $52.83) Average food sales per Worcester family annually — $1,220 (52.2% above nation) * 82 new industries in Worcester since V-J Day • Construction activity 1 948 ( 1 0 months) 41% over 1947 • Bank debits 1948 (9 months) 12.7% over '47 (N.E. 7.9%) Each one influences Test Market selections! * 147,800 families in a compact trading area with 54 cities and towns * Served by three major railroads and over 50 major trucking companies TAG WORCESTER 580 KC 5000 Watts PAUL H. RAYMER CO. Notional Sales Representatives. Affiliated with the Worcester Telegram - Gazette. • 1500 retail grocery outlets • 205 retail drug outlets • Not dominated by chain stores Copr. 7948, Sales Management Sur- vey of Buying Power; further repro- duction not licensed. / m Standard Network offers 3 to 22 stations strategically located to give comprehensive Home-Town" coverage of all or any part of Ohio. * With WJW, Cleveland's Chief Station, as the originating station you can now cover all or any section of Ohio you desire. This offers advertisers an unparalleled opportunity to gear their time buying to specific areas that cor- respond with product distribution. In addition, the Standard Network provides a sure-fire, economical method of testing radio programs and plans . . . you can buy from 3 to 22 stations. Rates and specific recommendations will gladly be given. Phone or write WJW, Cleveland 15, Ohio. BILL O'NEIL, President BASIC ABC Network CLEVELAND 850 KC 5000 Watts REPRESENTED NATIONALLY BY HEADLEY-REED COMPANY 9 MAY 1949 • $8.00 a Yea acts about summer listening— p. 23 ultimom Baseball's greatest season — p. 30 operas in the summer-time — p. 32 Folk music out-of-doors — p. 27 • -« *:«> „+ hanrhp^. D 23 A N 02 XbOA M3N V?Vld B3n3J3«Od or DNI1SVD01TOK8 1 V N 0 I i 7 ?; 3 n 9 3 OH ¥ h A S S I H "?* '■fr-Ol dS ' EST GRIP ON THE FABULOUS PANHANDLE 10,000 WATTS NIGHT AND DAY-710 K. C. f 16,443 HEAD Of CATTU SOLD A 1 ™*XO" dollars in 7jday^ KGNC CONTROLS TRAFFIC OF COUNTRY'S LARGEST* CATTLE AUCTION DURING RECORD-BREAKER! THE PROGRAM THAT PUT IT OVER! THE TRADING POST" WITH UNCLE JAY SPONSORED BY THE AMARILLO LIVESTOCK AUCTION COMPANY HERE'S THE STORY: , l,n looked os though oil .he Pan- On Sunday morning. J Koidi 13. * to*J (o Amarillo lor handle cattlemen hod deeded to .ruck auction. ,.>,ccTorK AUCTION COMPANY The p.n. of THE ^ ^°« ^ on ,he rood. were filling up (ait . . . allowing all pen .pace wo. token. ^.^ p(.m A, 12:30 Sundoy. KGNC fla.hed the new. ^ ^ ,h. ...... .■»<'■ '•«»" "• ,o" ™ °3,"",.,„„:,.d „ -. ZSl S^WSS KWi - - • ond cattlemen! : •• • >'« AUCTION IN FULL SWING! EVERYTHING SMOOTH THANKS TO KGNC HERE'S WHAT THE SPONSORS SAY: "I wouldn't attempt to run thit bu.ine.. without the lupport of our program. THE TRADING POST, on KGNC." — Joy Toylor "If you don't think the people in thi. whole country li.ten to KGNC, you're 'plumb' craiy. We KNOW they li.ten." — Eddy Johnson Jay Taylor and Eddy John. on are co-owner, of THE AMARIllO LIVESTOCK AUCTION COMPANY AFFILIATED WITH NBC MEMBER OF LONE STAR CHAIh VZCORDING . r-oi/~i iiti inc ATIONALLY REPRESENTED BY TA -40RROFF & CO.. INC) TS.. .SPONSOR REPORTS.. ..SPONSOR REPORT Transportation organizations fight tax Fall business trend may be determined this summer Will Congress investigate insurance? Fulton Lewis has 750 sponsors Lower-cost-of- living needs better press Art Nielsen answers comics on program ratings KYW buys time on WPTZ-TV Transitradio gets riders' O.K. 9 May 1949 Tax on transportation is getting intensive going-over by railroads and plane companies via air advertising and direct handouts at ticket windows. Mail pressure on Congress as direct result is tremendous. -SR- Future business trend will be determined this summer, according to many financial authorities. Ten out of U.S.'s top 50 business organizations are revising their summer advertising schedule at present. Earlier contracts for returning big-time programs may be in works if talent can be convinced. Policy men feel that intensive summer selling may ease fall decline. -SR- Insurance companies continue to be investigable in a big way. Fact that they control amazing part of U.S. capital is something Wash- ington worries about. Most advertising campaigns of insurance or- ganizations will carry copy this fall explaining how they handle policy holders' money. -SR- Ef f ectiveness of network cooperative programs at local level is seen in recent Mutual network announcement that Fulton Lewis is now heard commercially over 306 stations with 750 sponsors. -SR- Cost-of-living continues down, but there's little in newspapers or on air to bring fact home to general public that doesn't see over- all picture. Even big advertisers, definitely affected by consumer mental approach to buying, haven't been doing selling job on fact that lower living costs are equivalent to upped wages. -SR- A. C. Nielsen, who doesn't usually come to defense of ratings, has answered comics who hit indicies when they aren't on top. While sales are great index of program effectiveness, he said in cleancut statement, maybe good sales record of program would be better if program had better rating. -SR- Fact that TV and radio can and will live together was indicated recently by KYW buying announcements on Philadelphia's WPTZ (Philco television) to focus attention of listeners and viewers on KYW's top radio shows. -SR- Survey of transit travelers in District of Columbia by Ed Doody indicates that preponderance of Washingtonians enjoy music in buses and street cars — and that they don't object to transitradio com- mercials. SPONSOR, Volume S. No. 12. 9 Maj 1949. Published biweekly by SI'ONSOU Publlcatlnos Inc., 32nd and Kim. Baltimore 1. Md. Adrertlslng, Editorial, Circulation Offices 40 W. 52 St., N. Y. 19. N.T. $8 a year in U. S. $9 elsewhere. Entered as second 29 January 1949 at Baltimore. Md. post office under Act 3 March 1879. 9 MAY 1949 REPORTS. . .SPONSOR RE PORTS. .. SPONSOR P&G feels Tallulah suit only Bankhead publicity Campbell Soup nearly slapped at award time TV fan papers getting heavy play Quiz shows block programed Procter & Gamble does not feel that "Tallulah, the Tube," ridicules Tallulah Bankhead or any other Tallulah of whom it claims there are plenty, including spring water, soft drink, brand of canned goods, and oil tanker. P&G uses the "TtT" character in radio commercial to good effect. -SR- Slap by Peabody Awards Committee at Campbell Soup's singing com- mercials was deleted from award citation corporation received for sponsoring Edward R. Murrow. Committee called spots "soupiest commercials on the air." -SR- TV fan publications all over nation are growing by leaps and bounds, Television set owners don't feel that newspaper listings of pro- grams are complete enough, and are subscribing in solid numbers to any local publication that gives detailed information on what's available for viewing. -SR- Block programing of audience participation programs for two-hour stretch is being tried by WOR, N.Y. Since block or mood scheduling has worked for other types, feeling is that quizzers will also in- crease listening by being placed back-to-back. -SR- Opticians Opticians, who as a group have been off radio in most areas for come back some time, are coming back. Community Opticians, one of largest to air users of air-time before war, is back on WNEW. Same thing is hap- pening all over nation. -SR- TV weather Weather station breaks are becoming just as big in TV as they are forecasts in radio. Harry Goodman's unique puppet-films are sponsored by spreading packing firm in St. Louis, bank in Boston, brewer in Pittsburgh. Columbus reports sponsorship, too. -continued on page 40- IN THIS ISSUE capsuled highlights Summer listening is the great unresearched page 23 section of broadcast advertising. What has been uncovered thus far is reported in this issue. Fall buying is not conceived in the fall, page 26 Consumers' minds are made up in July and August, which is why it's profitable to broad- cast in the summertime. Folk music moves outdoors in the summer page 27 and shakes hands with its fans. Baseball is bigger, as a broadcast adver- page 30 tising vehicle, than ever before. "Play ball" sells to men and women all over the U.S. Fifty-two week schedules for daytime page 32 serials are no accidents. Why the soap operas stay on and on and on is part three of SPON- SOR'S latest program study. IN FUTURE ISSUES Cuticura on the air 23 May Puerto Rico, American outpost 6 June Broadcast advertising audiences, AM, FM, 23 May TV Conti, how they sell soap 6 June Selling Polaroid lenses 6 June SPONSOR One of a series. Facts on radio listening in the Intermountain West INTERMOUNTAIN NETWORK DOMINATES TERRIFICALLY HIGH TUNE-IN «*K 20 HOME TOWN MARKETS COMPRISE THE INTERMOUNTAIN NETWORK UTAH KALL, Salt Lake City KLO, Ogden KOVO, Provo KOAL, Price KVNU, Logan KSVC, Richfield IDAHO KFXD, Boise-Nampa KFXD-FM, Boise-Nampa KVMV. Twin Falls KEYY, Pocatello KID, Idaho Falls WYOMING KVRS. Rock Springs KOWB, Laramie KDFN. Casper KWYO, Sheridan KPOW. Powell MONTANA KBMY, Billings KRJF, Miles City KMON. Great Falls KYES, Butte* NEVADA KRAM, Las Vegas KALL of Salt Lake City Key Station of the Intermountain Network and its MBS Affiliates * Under Construction. Daytime tune-in nearly equal to nighttime listening outside Salt Lake metropolitan area The only complete survey ever made showing the size of audience in the Intermountain West was the Winter, 1947 Hooper consisting of 58,163 coincidental telephone calls. Comparing the sets-in-use in the Salt Lake City metropolitan area with the sets-in-use for the 13 outside Intermountain cities, it was found that there were 52.6% more sets-in-use in the 12:00 Noon to 6:00 PM period, and 100% more sets-in-use in the 8:00 AM to 12:00 Noon period! In these 13 cities the Hooperating for the morning was 11.9 for the Intermountain Network stations which had 42.2% of the audience. In the afternoons the Intermountain Network stations had a 14.5 Hooperating with 49.7% of the audience. SETS-IN-USE Monday through Friday — Winter, 1947 TIME SETS-IN-USE 13 INTERMOUNTAIN NETWORK CITIES OUTSIDE OF SALT LAKE CITY SETS-IN-USE SALT LAKE CITY 8:00 AM— 12:00 Noon 28.3% 14.0% 12:00 Noon— 6:00 PM 29.2% 19.2% The high daytime tune-in in the beyond metropolitan areas of the Intermountain West means that in many areas the daytime advertiser on Intermountain Network secures sets-in-use equal to night-time listening in the Salt Lake metropolitan market. SETS-IN-USE Winter. 1947 Hooper Survey EVENING SETS-IN-USE SUNDAY THRU DAYTIME —MONDAY THRU CITY ake City, Utah SATURDAY 6:00 PM— 10:00 PM FRIDAY, 8:00 AM- -600 PM Salt L 35.6 Rock Springs, Wyoming 32.7 Price, Utah 40.0 Billing s, Montana 37.8 Casper, Wyoming 31.7 Idaho Falls, Idaho 32.2 Powel , Wyoming 32.2 Miles City, Montana 28.8 THE INTERMOUNTAIN NETWORK Inc New York Chicago /, Inc. National Representatives Los Angeles — San Francisco — Atlanta 9 MAY 1949 ... : VOL 3 HO.U 9 NAM A9A9 SPONSOR REPORTS 40 WEST 52ND OUTLOOK MR. SPONSOR: HAL DEAL NEW AND RENEW PS. DON'T UNDERESTIMATE SUMMER SUMMER SELLS FALL BUYING HOWDY NEIGHBOR HITTING A HOME RUN DAYTIME SERIALS IN SUMMER SUMMER REPLACEMENTS MR. SPONSOR ASKS TV: SUMMER 1949 TV 4-NETWORK COMPARAGRAPH TV TRENDS SPONSOR SPEAKS APPLAUSE 1 4 10 12 17 20 23 26 27 30 32 35 42 56 59 64 78 78 Publliihed biweekly by SPONSOR PUBLICATIONS INC. and Vdvci New ^.nk 10. V ^ ■■ ' i I I. phono: Fin- itloi Offices: 32nd ami Elm, Baltimore. Md. Si Sninl<- . n Printed In I . s \ i ODyright 1919 SPONSOR PUBLICATIONS INC. ■ retary- i i tank Bannister, Cbarles i i rtmcnl \i II Ionian u; Turner; (( i I -rv oivnn .1 Diim an I Blvd \ Bcotl .' BldK i • il He. Secretary to i n\ br rn i I • tnitrul I 40 West 52nd PROMOTION HELP! rhere's been a question I've been wanting to ask. one thai I feel sure man) small stations would like to have solved h\ the timebu) er. Winn the timebuyer requests the station to contact dealers or distribu- tors in order to coordinate promotion with their commercials, the timel>u\er. as a rule, supplies no list. For example to run down a com- prehensive listing of every dealer who handles margarine is one of those tasks lor which a L,000-watter is not staffed. Could the sponsor be persuaded of the importance of attaching dealer or distributor lists to their contract-.'' Local mailings from the station then could follow through with ease. Virginia Allen Ass't to the Miii. II II FD Benton Harbor, Mich. RE REPRINTS Your survey titled "The Automotive Picture" in the March 14 issue of SPONSOR is an extremely good one. \la\ we obtain 50 reprints of the article, or, failing this, may we have permission to use parts of the article'.'' Joe Midmore Promotion Manager CKWX Vancouver. Canada May we have permission to repro- duce in a weekl) radio column "Will There be 3 Stations in L955" in u hole or in part? Lull credit, of course, would be given SPONSOR. Ill RNE1 1)1 RLESON Assistant \lantiL.ci WETB Johnson City, Temi. • In reply to many inquiries, SPONSOR does not permit partial reproduction ol its stories. Per- mission for complete reprint with credit ifl generall) granted on request. TV AS SALES TOOL \\ e would like i" ha\ e an) informa- tion on I \ as a tool in selling to national and local markets, such as .il tides, editorials, i ase histoi ies, et< . We are contemplating prepai ing an article l"i one ol our client- discussing ( Please turn to jxiiif 6 1 ONE STATION in Houston < SOUTHS FIRST MARKET To sell Houston and the great Gulf Coast area Buy KPRC FIRST in Everything that Counts ITS* HOUSTON 950 KILOCYCLES -5000 WATTS NBC and TON on the Gulf Coast Jack Harris, General Manager Represented Nationally by Edward Petry & Co. AECEIVEO MAY 1 2 1949 FINGERS ore than hands on a keyboard! n seven years of broadcasting, Hugh Waddill of WFAA has played more than 7,000 programs. He has drawn mail from every state in the union . . . from countries ranging from New Zealand to Germany. Hugh's popularity is proof that WFAA has the best organist in radio . . . that the WFAA organ, synchronized with WFAA acoustics, is an incom- parable instrument . . . that WFAA's power to entertain is matchless. \ \A fa n d\ ^ DALLAS wfaa ■■• \?*y 820 KO NBC • 570 KC • ABC TEXAS QUALITY NETWORK Rodro Service of Ihe DAILAS MORNING NEWS REPRESENTED NATIONALLY BY EDWARD PETRY and COMPANY STERLING BEER, with BASEBALL HARTMANN FURNITURE STORE BASEBALL SCORES PENNSYLVANIA MOTOR INN SUNDAY BASEBALL REVIEW WISH hit a home run for Sterling Beer, Hartmann Furniture Store and Pennsylvania Motor Inn last baseball season. Naturally all three have signed their contracts again for this year. These are just three of the many enthusiastic advertisers on the WISH team, year in and year out. .?: 1310 kc INDIANAPOLIS • A-B-C NETWORK FREE & PETERS, National Representatives 40 West 52nd < ontinued /; om page I • their use of TV as a selling tool and its use in overall selling capabilities as viewed through the eyes of a national advertising agencv . The theme of the proposed article would he '"mission- ary'" in approach in selling TV as a potent sales tool for both large and small advertisers. Norton J. Bond John Falkner Arndt Philadelphia PRINTLESS PAGES Did you ever start on a tedious three-hour trip with a favorite trade magazine and no other leading ma- terial, get settled as comfortably as possible, and then find that the articles you were interested in were started or continued on pages sans print? This happened to me with the 11 \pril issue of sponsor. Please let me have a new complete copy, or pages 24, 25. 28-29, 32-33, 36-37, 76-77, 80-81, 84-85. as soon as possible. John E. Baldwin All-Canada Radio Facilities I (iitcouver, !'>.< .. Canada "HAPPY GANG" LIKED I would like to add my thanks for one ol the most refreshing stories ever done on our //'< cities. Springfield. Illinois, happen- to have been one ol the test cities, and you included two station reports on Springfield coverage i one o| them an "outside station I . lull omitted anv mention of \\ I \\. (Please in in /<> page 74) SPONSOR Vorit take gar word for it! Compare official maps filed with the FCC and learn for yourself that . . . *WMCA— 570 kc. first on New York's dial — delivers five-state coverage in- cluding 403,000 homes unduplicated by the stronger of two 10 kw stations . . . 190,000 homes unduplicated by the stronger of two 50 kw stations! wmca FIRST ON THE DIAL. ..FIRST IN CO VERAGE ... FIRST IN DOLLAR-VALUE Represented by Free & Peters 9 MAY 1949 Norman Boggs, General Manager WJ* «33 Have a wonderful time" THIS SUMMER, TAKE 13 WEEKS WITH PAY.. .ON WHO .. v W*- ^^'r Stay on wcco all year 'round — nil lion I a Summer hiatus — to have a wonderful time ! Summertime in the Northwest is just what the doctor ordered. BIG SALES! Throughout the 6-state wcco territory, retail sales are ju>t about as high ( $699.000.000 ) in June. July and \ugu>t as they are in any other season. Northwest farmers harvest cash crops of $865,927,000 in these three months, and more than two million vacationists hring in (and gleefully spend) an additional $212,000,000. BIG LISTENING! WCCO delivers an average daytime Twin Cities Hooper of 6.0 gL in the Summer— 58$ hetter than any competing station. (Throughout the 6-state area surveyed hy the Clts-wcco Listener Diary.* WCCO averages 200'' more listeners than any other Twin Cities station.) BIG PRECEDENT! Last year. 18 hlue-chip local and national spot advertisers (30' ' more than the > ear before) stay ed "on the job" all year "round on 50,000- watt wcco. As they'll do again thi> year. ..having ;i wonderful time, making sales while the sun shines. You'll find. a> the) have found, that the 13 Summer weeks on wcco are 13 weeks with pay. For reservations, m-c u> or Radio Sales. .■»«.««« .....WCCO Minneapolis-St. 1'anl • 1'IIS Represented by It MHO SALES w„> id iu iii ...„..,.„ „.„..„■;,./ ...„,;„;.;., .,„ r.„,,,..*i Forecasts of things to come as seen h\ SPONSOR'S editors Outlook Advertising liquidating Waltham Watch's big inventory Waltham Watch, America's current example "I what hap- pens tu ;t i -aggressivelv advertised product, will come out this tall with an entire new line. Liquidation of present over-stocked line is being carried out through widel) advertised sales like those recently handled by Boston's William Finene. It takes advertising even to liquidate. New Waltham line will be well-advertised, if present indications are an\ index of the future. Drive to up U.S. consumption of fish under way Biggest drive in I I market this summer will be to in- crease America's fish consumption. While meat-ealiiej has increased 13', and chicken on the table 30%, fish has continued rather static. Fish industry on both coasts is now engaged in intensive promotion which includes radio and television. Frozen fish has extended fish sales possibilities to entire nation. Shipments from Massachu- setts to Chicago alone are nearl) double last year's. Furniture sales off, with "borax" lines suffering most I here s practical!) no segment of industr) that hasn't been affected bv current trend of consumers putting locks on their purses. Much furniture sales, which started easing la-i November, arc off 10', from a year ago. Decline is particularly noted in non-advertised lines, with "borax" furniture suffering most. "Borax" sales go to low-end buyers. It is this group that's putting-b) most lor the forthcoming rain) days that the) are hastening b) their sa\ ing. Toothpaste firms add a new appeal to ads roothpaste industr) finds itself facing another revision in appeal due to publicit) on ainnioiiiated tooth powder-. Most leaders have brought out. or are about to bring out. a product with the new ingredient that is supposed I" counteract tooth decay. There are no plans on the part of big firms to drop current products. New line- have something thai old paslo and powders never did. ingredients that dentists feel will actuall) help the teeth. 1,200 hose firms find going heavy Less than 2o funis do ."><•', of all the hosier) business in the I .S. Field is crowded with 1.200 mills, but the advertisers do the business. Keiailers arc asking h>i more .el 5upporl this summer to counteract the bare-leg "men- ace. Manufacturers will bring out the sheerest "I hosier) foi the summer, but the ver) sheerness makes the long- wearing phis ,,| nylon of questionable value. Radio will he used i" -ell Miss Vmeri .i on wearing hose foi "youi audience's sake. (annul business is about !■()' , olf of las| yea] - Cigarette production continues to expand, as does tobacco advertising While most industry is cutting down and down, cigarette production continues to jump. March was 6.9', above 1948, and February was up o.6', over a year ago. Ad- vertising budgets of tobacco leaders are up over I'M;; also, hut definite figures were not released. Radio is now a cornerstone in an) cigarette advertising campaign. Trucking industry now ready to step out and advertise Trucking industr) now feels that it is in a position to advertise competitivel) with railroads for business. Sev- intv percent of all new automobiles are now distributed b) truck, and one such trucking firm will approach S3. 000.0011 gross this vear. Trade association in trucking industr) is seeking a radio formula which will reach its prospects with a minimum ol waste, and still condition consumers not to regard the giant trucks onl) as road "hogs." European travel still not helped by U.S. European tourist travel still is without support of many governmental departments. Latest setback is decision ol the Civilian Aeronautics Board not to permit a "tourist rale" foi aii lines serving the Continent. ECA head Paul Hoffman has been doing his best to get \merican dollars into Europe without loaning or leasing them. Tourist agencise advertising locally recentl) reported great interest in touring Europe this summer and the need for better breaks lor tourists. Short-term vacationeers want to flv in onlei in he iii Europe as long as possible. Lifting ol Berlin blockade is another incentive to travel in Mid- Europa. Onl) three weeks remain dining which loosening ..I European travel restrictions will mean anything Eoi this \ ear. It's now or never -in 1949, Radio helps Hunt Foods hit a better sales figure Hunt foods, one of the most consistent West Coast air advertisers, is one of the Few foods processors who have announced si/able sales increases Eoi the first lour months ol 1 1n- i r fiscal veai. Hunt recentl) tested New York radio ^i a big wa) ho iheii canned peaches, although New \- oik I- not generall) a test market. I hint is now checking the results "I lis New ^oik tesl and the next move will be based "ii what the New York experiment has indicated. 10 SPONSOR J/949AQ** fin** 7y^l^^. /9£4/ 'A, .PRIL 12, 1924, WLS began its policy of WLS pioneered them all in 1924 — but what is service and down-to-earth entertainment for the more important, continues them all in 1949 on a family people of the Middlewest, as reflected in the April, 1924, radio pages of Prairie Farmer, excerpts from which are above. Dinner Bell Time, America's oldest farm service program — Home- making programs — the one and only WLS Na- tional Barn Dance — market services — weather — bigger scale, constant Iy improved to meet the growing needs of Midwest America. 1924-1949 — years of service and years of learning to serve better, and to serve an ever-growing audience throughout Illinois, Indiana, Michigan and Wis- consin, and border counties of the states around. 1924 — 1949 25 years of service and entertainment. ^^^^^^^^^^^^^^^ 890 KILOCYCLES, 50,000 WATTS, AMERICAN AFFILIATE. REPRESENTED BY JOHN BLAIR AND COMPANY. 9 MAY 1949 II For Profitable Selling WDEL WILMINGTON D E L A W A R E WEST EASTON ENN SYLVAN I WKBO HARRISBURG PENN SYLVAN I WORK YORK PENNSYLVANIA, WRAW READING N N S Y LVA N I WGAL LANCASTER PENNSYLVANIA Cloir R. McCollough ^fi^ Manogmg Director ^Si: Represented by robert MEEKER ASSOCIATES Los Angelei New York Son Fronciico Chicago STEINMAN STATIONS Mlarold It. Kh>al Mr. Sponsor Manager, Advertising & Sales Promotion Tide Water Associated Oil Co. (Associated Division), San Francisco To Associated's office on New Montgomerj Street late this sum- mer will come the top radio and TV sportcasters, officials, and college foothall and hasketball coaches in the West. It will he Hal Deal's show all the way. For a couple of days, his map-hung office will sound like a happy blend of an Army staff meeting and Stilhnan's Gym. The more than 100 football games and 250 basketball games (plus bowl events and playoff tourneys) that Associated will sponsor during the 1949 season on 150 or so radio and TV stations will be discussed in minute detail. Transcriptions of last year's sponsored games will be played back, and Deal, a former semi-pro ball player who somewhat resembles General Eisenhower, will be quick to point out the flaws caught 1>\ hi- sensitive ear. Unless, effervescent Deal know- what lie- talking about. He joined Tide Water as assistant ad manager in L921, later master- minded its entry into sportcasting in 1926. Today, that sports sponsorship annually blankets 11 Western slates during the fall- winter season. It accounts for 30-10', of a s|..~>00,000 ad budget, but Deal swears it's worth ever) penn) of it. Few advertising executives integrate their broadcast advertising efforts into the linn's o\er-all marketing operations a- well as does Hal Deal. The straight, factual copy that his announcers and sport- casters use is onl) a small Fraction [Z% i of the total airtime, but the regional identification ol advertiser and program is tremendous. Deal promotes the \s-oeialed-spon-ored -ports show- vigorously to the firm's 3,500 dealer-, and follows through to the public via gi\e-awa\ Maine -< hedules. I klet-. high -p< >w ei ed sports eoiite-t- i which gave awa\ I 1.00(1 footballs last year), window posters, and 17 film libraries "I highlights of Associated's games. Deal i- the ln-t to admit that he rant always trace a direct sales value to the firm's sportcasts. In Eact. then are nian\ anas served h\ the broadcasl games where Associated has no marketing facilities al all. But, Deal is quick to point out, in terms < i ri learned that ' '\ I unless a man were ■^■■■^■^ *^,1— a network or agency executive ensconced in Los Angeles, San Francisco, Chicago or New York (later we forgot Chicago and San Francisco) he simply couldn't have his finger on the pulse ol the people in Cedar Rapids, W hen I remembered that "Bubbles" Dean had managed KSCJ from scratch into a station where an advertiser could make $25.00 per week return 32,000 in sales, I decided he didn't really know what the listeners wanted; he was just luck\ — consistently. I had to learn that 1 was now on the "national level." After 10 years of this I was bright as a new dollar. Closest I got to Sioux City were the times I flew over it on the way to New York to find out what we planned there for the entertain- ment and --ale-* edification of people — in Sioux City — for the coming year. In 10 years I successfully avoided asking people like Howard Roberson what went on in Amarillo. It was less distracting that way. Besides, how- could Howard know how to please the people he lived with, without having gone to New York to hnd out what the) wanted — in Amarillo Finally, a cousin of mine in Sioux < it\ came out to California to see me. He'd built a several million dollar wholesale grocery business in Sioux CitJ lining local radio time the network* didn't preempt. He said he didn't have an advertising agenc) but that the local station manager was as smart as a whip.'' I didn't want to embarrass him so I didn't tell him about how you couldn't reallv he that smart unless you lived in an ivory tower in Los Angeles, Chicago or New York. During his visit I intro- duced him to J.ii k Benny, Burn-- and Allen. Eddie Cantor and Bed Skelton. I would have introduced him to some more — but it was too embarrassing. Why? The rating- ol the programs he sponsored were higher than theirs — in Sioux Cit) . Seems Ji mm v wa- u-ing transcribed shows he and some other advertisers around Iowa had pooled their re- sources to produce on a cooperative "cost-plus" basis. The character of newest MEMBER, C. -or Trace, WBBW, Youngs- town, Ohio: "\\ ould've joined earlier, bul didn't understand I would get 'the « hole work-' for the one fixed fee. The -how- are worth a fortune." enthusiastic manager, S, I Oppenhuizen, WFLH. Crand Bapids, Michigan: "We should have little difficulty securing 500 stations. Succes- lor one mean- -no ess for all." NBC AFFILIATE OPERATOR Karl Wyler, KTSM, II I'aso, Texas waited until Syndicate had proved it-ell: came in with flags flying Pleased with programs. EARLY SUBSCRIBED Red Moss, WITH. Bloomsburg Pa "The Pat O'Brien series alone i- worth more than our fee. Frontier Town and trfventurea <>/ Irani Hmr will lirnifi revenue (or years." 5 r41 'If -iiP Jii , HARD-HITTING Earl Smith. WLCS, Baton Rouge I i I joined the plan while Bells was field-testing it. The Syndii ate's program output more than justifies m) earl) faith in the idea Illinois leader, \\ . Kenneth falters \\ SH . I'ekin. Ill : "We .ire u-ing three ol the shows, Everyone ii the station agree- that the quality and production i> the best of any transcribed shows we h.i\e heard." Local Dollars vs. Network Pennies the programs ius based upon the judgement and opinion ol station managers "on the local level." Seem* that, ignoranl as they were about how those things were figured out "scien- tifically" in l.os Angeles, Chicago and New i ork tor network advertisers, those managers somehow staggered along on what the) knew about people in their ow n bailiw icks. I began to entertain the treasonable thought that "Bubbles" Dean of KSC.j might make a pretty good net- work executive. In a moment of weakness, I even thought of several network and ad agency executives who might lind some small merit in spending a few days loitering around the drugstore where George V olger's announcers hang out in Muscatine. Fortunately, I pulled mysell together, perished these errant thoughts, re-read the office copy of "The Huck-ter." and returned to my deliberations as to the best means lor inducing one ol our national advertisers to include all the basic "required" stations of a certain network notwithstanding he had no distribution in the areas covered by .58 of them. One da\ I got a letter from Jimmy so intelligently written it might have been prepared hv one of our ivory- tower group. It staled in essence that they were short of good talent, whereas Hollywood was loaded with ASTUTE OWNER, A.J. Mosby, KGVO, Missoula, Montana: "HPS programs afford our local advertisers the same weight and quality we carry for net- work advertisers." the best; that most transcribed pro- grams were loo expensive to come out on; that local advertisers repre- sented a purchasing power far in excess ol all national advertisers put together; that if good — reallv good — transcribed show- were made avail- able at a reasonable cost, local adver- tisers would spend more in radio and 'less in newspapers, and thai national advertisers would divert millions of dollars per year from network and put it into spot radio at full national rales — buying 1 Direct ABC 260 Elmer Peterson; WThF 5:45-6 pm pst; Apr 20; 52 wks Surprise Package; TuTh 2:05-2:15 pm pst; May 17; 20 »ks Prcakness Stakes; Sat 5-5:30 pm; May 14 Belmont Stakes; Sat 4:30-5 pm; June 11 Against the Storm; MTVVTF 11:30-12 noon; Apr 25; 52 wks Northfield Choral Festival; Sun 3:30-4 pm; May 15 {Fifty-two weeks generally means a 13-week contract with options for 3 successive 13-week renewals. It's subject to cancellation at the end of any 13-week period) * Renewals on Networks SPONSOR AGENCY NET STATIONS PROGRAM, time, start, duration D. L. & W. Coal Co. Philip Morris & Co Ltd Inc Pure Oil Co. Pure Oil Co. Seeman Bros Inc. Toni Inc RuthraufT & Ryan Cecil & Presbrey Leo Burnett Leo Burnett William H. Weintraub Foote, Cone & Belding MBS MBS 384 NBC 33 NBC 33 ABC 257 CBS 163 The Shadow; Sun 5-5:30 pm; Sep 11; 39 wks Queen For A Day; MTWTF 2-2:30 (alternate 15 min); Apr 18; 52 wks Kaltenborn Edits the News; MWF 7:45-8 pm; May 2; 52 wks Harkness of Washington; TuTh 7:45-8 pm; May 2; 52 wks Monday Morning Headlines; Sun 6:15-6:30 pm; May 29; 52 wks This Is Nora Drake; WTWTF 2:30-3:45 pm; May 9; 52 wks National Broadcast Sales Executives (Personnel changes) NAME FORMER AFFILIATION NEW AFFILIATION Noel C. Breault J. Allen Brown Charles H. Cowling Robert M. Hetherington Robert Z. Morrison, Jr. William T. O'Connor Henry R. Poster Willis Searfoss Morton Sidley Bill Sinor WNOC, Norwich Conn., sis mgr WPIK, Alexandria Va., adv, sis mgr KMPC, L. A., national spot sis dir, arct exec WIL, WIL-FM, St. L.. sis mgr WFLN, Phila., sis mgr WNAV, Annapolis Md., sis mgr Headly-Rccd, N. Y., slsman Same, sis mgr KXOA, Sacramento. KNOB, Stockton. KXOC. Chico Calif, vp, sis dir KOPP, Ogden C, natl sis mgr, asst gen mgr KGVO, Missoula Mont, KANA, Anaconda Mont., nail sis mgr WFCI, Providence R. I. NAB, asst dir of broadcast adv KOWL, Santa Monica Calif., sis mgr KSTL, St. L. WFIL, Phila., in chge sis development Thomas B. Noble Associates, N. Y. slsman WLOU, Lousiville Ky., sis rep KXOA, Sacramento Calif., mgr Sponsor Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION Harold S. Birkby Jon Jacob Black Roy Boscow L. A. Brodsky Russell Brown Richard W. Clare Joseph G. Csida May's Department Store, N. V.. gen mgr Nash-Kelvinator Corp (Nash Motors Detroit, adv, sis prom dir divi. General Mills, Mnpls. New England Confectionery Co, Cambridge Mass., sis mgr Billboard, N. Y. vp, editor-in-chief Peerless Mills Co, N. Y., gen sis mgr, ad\ dii Alexander's Fordham Store, N. Y., gen mgr Magnavox Co, Fort Wayne Ind., gen sis mgr Golden Oak Packing Co, (hi., adv mgi Dad's Root Beer Co, CM., BdTi mdsg mgr Same, marketing mgr in chge --Is Radio Corporation of America (RCA Victor div), Camden V J., asst pub rel dir In next issue: New \ationul Selective llnsinvss. New anil ilvnvwed on TV Adrortisina Aai'nru Vvvsonnvl inanavs. Station Representative t'ltanges Sponsor Personnel Changes tcon«i.y.d) NAME FORMER AFFILIATION NEW AFFILIATION John P. Cunningham O. L. Forster Jack Gilbert George N. Hawley Wade H. Jones Lucien E. I id Eugene B. Lucas Tom Mason Frederick J. Nabkey Ellis L. Redden Keith Stone Robert C. Taft Lee Walsh Newsweek Magazine, N. V., adv staff Southern California Edison Co, L. A., industrial sis mgr New* England Confectionery Co, Cambridge Mass., mdsg mgr Avco Mfg Corp (Crosley div), Cinci., Central regional mgr Avco Manufacturing Corp (Crosley div), Cinci., adv, sis prom dir for appliances, radio, TV Socony-Vacuum Oil Co Inc (White Star div), Detroit Mellon National Bank & Trust Co. Pittsb., vp Washington Daily News, Wash., woman's page ed Same, adv mgr F. W. Cook Co Inc, Evansville Ind., gen sis mgr Roney Plaza Hotel, Miami Beach Fla., adv mgr Same, adv mgr Same, sis mgr American Home Foods Inc, N. Y., adv mgr for Clapp's baby foods, Duff's baking n ' ::s, G. Washington's instant coffee, broths. Chef Boy-ar-Dee foods, Burnett's food flavors Walco Inc, E. Orange N. J., natl sis mgr Same, sis prom mgr American Home Foods Inc, N. Y., sis prom mgr Motorola Inc, Chi., adv, sis prom dir Same, adv dept mgr Stromberg-Carlson Co, Rochester N. Y., pres Julius Garfinckel & Co, Wash., adv, publ dir *• New Agency Appointments SPONSOR PRODUCT (or service) AGENCY Benson & Hedges, N. Y California Cotton Mills, S. F Case's Tangy Pork Roll Inc, Trenton N. J. Chemicals Inc., Oakland Calif Cribben & Sexton Co, Chi Frank J. Curran Co, Aurora 111 Dunn's Restaurant, N. Y Emerson Radio & Phonograph Corp. N. Y. Empire Milwork Corp, Corona N. Y Golden Oak Packing Co, Chi Vic Hendler, Phila Hotel Chelsea, Atlantic Citj N. I Lever Bros Ltd, Toronto Joselli Suits Inc, N. Y Kaiser-Frazer Corp, Willow Run Mich. Anne Graham Logan, Hamilton, Can.. Lord & Taylor, N. Y Marin Dell Milk Co., S. F Milwaukee Launderers Assn. Milw., Mark Morris Tiro Co. S. F. Noiilis of Dallas Inc, Dallas Tex. Pin-Buck Auction Enterprises Inc R. J. Reynolds Tobacco Co, Winston-Salem N. C. Roman Meal Co, Tacoma Wash s a I Motors, S. !•' San Francisco Chronicle, S. F Schine Organization, N. Y Sherwin-Williams Co, Clcvc Smav Co. Marion Ind Snellenburg's Department Siorc, Phila Southern California lib < ". 1.. A Spir-il Inc. Maiden Mass Standard Brands Inc N. V. Tailoi ed Woman. N. Y I., (lit Inc. N. V. i nited Expositions Corp, N. V, I'. S. Beet Sug.r As-n Walco Inc, Easl Orange N. .1. Ward Laboratories Inc. N. V Weld. Grape Juice ' •.. Westfleld N. v Benson & Hedges Private Blend Al Paul I.efton, N. Y. Cotton Mills Brisacher, Wheeler, S. F. Meat packer Weightman, Phila. .Dura Starch Garfield & Guild, S. K. .Universal Gas Ranges Christiansen, Chi. Insecticides Schoenfeld, Huber & Green, Chi. Restaurant Altomari, N. Y. Radios, phonoradios, TV sets Foote, Cone & Belding, N. V. Lumber, bldg needs, ready-to-finish furniture Rose-Martin, N. Y. Smoked meats Shrout, Chi. .Appliances, tires Weightman, Phila. . Hotel Seidel, N. Y. Good Luck Margarine Ruthrauff & Ryan, N. Y., for Canadian adv . Women's suits Borland, N. Y. .Automobiles William H. Weintraub, N. V. .Electrolysis Garry J. Carter, Toronto Can. Department store William Warren, N. Y. for TV .Dairy prods Russell, Harris & Wood. S. I'. Institutional Loise Mark, Milw. Tires Wakefield. S. F. Women's sportswear J. B. Taylor. Dallas Tc\. .Co-op promotional plans for Southern Calif, merchants Irw in-Mrllugh. 1 . \ . .Cavalier Cigarettes William Esty, N. Y. Breakfast cereal Guild, Bascom .x- Bonfigle, S. 1". . . Ford dealer Garfield & Guild, S. F. %■••■. spapcr J. Waiter Thompson, S. F. ..Hotel chain, Wiggins candy Robert \V. On. N. Y. Paint products Fuller & Smith & Ross, Cleve. . Smax-chcesc-loastid corn chips W. Earl Bothwell, Chi. Department store Philip Klein. Phila. Blue Sea Tuna Glasser-Gailey, L. A. . . Spir-it, Icing-les pro Is lobn C. Dowd, Boston . .Tenderleaf Tea Compton, N. V Women's store Gordon .x Mottern, N. Y., foi radio. TV ..Golf-eze nun's slacks ..Luc II. Witt, N. Y. lust International Inventors Exposition Gordon ! the margarine inteiests remit victor) in the lluiiM' el Representatives is becoming increasinglv visible in radio advertising of the butter substitute. Margarine, governed by Federal laws regulating its sale and manufacture since loGG. and handi- capped li\ slifl I . S. and state taxation, took an important step for- ward last month when the House passed a hill to abolish all Federal levies against the product. II the measure gets bv the Senate, mar- garine for the first time will be able to compete with butter on an equal basis, except foi -tates taxes and minor regulations on label- ling, packaging, and restaurant serving. On the strength ol the House victory, margarine producers have -tepped up their broadcast promotional campaigns. Safeway Stores, Inc., using foui Los Angeles stations to advertise meat and grocerv products, started a series of one-minute announcements for its house- brand margarine, Sunnybank, oi i I.. \. station, KTSL. Standard Brands Blue Bonnet margarine, on and olT WLWs (Cincinnati) What's Vext? program on a haphazard schedule, is now advertised regularl) three times a week on the show, with an additional Satur- da\ a.m. announcement. Delrich, Cudah) - margarine entry, has a regularly-scheduled hitchhike on Nick Carter (MBS), while Swift's Ulsweet, alter sporadic plugging on Meet the Meeks I Midi, now receives spotlighted attention in the commercials. Although this hypoed radio campaign on behalf of America's most persecuted food product still doesn't include all its leading manu- facturers, it nevertheless is a significant weathervane as to which ua\ the wind will blow il and when the Senate passes the tax-free bill. |».S. See: "Why sponsors change agencies" IsSUe: December 1947, page 15 Subject: Do radio programs still cause more ad- vertisers to change agencies than other advertising media copy? While sw itch re eni agencj changes haven t been as spectaculai a- the oi American Tobacco to BBD&O, from Foote, Cone and Belding, during the past year, there have been a numbci ol switches. thai can be traced, at least in part, to Failure to develop a top radio or television program. BBD&O's Dennis James half-hour which lasted on I \ for one consecutive performance for General Electric ma) not have been the reason win Young Si Rubicam now has the hour-long Sunda) night Fred Waring -how Foi GE, bul it is at leasl a contributing reason. BBD&0"s substitute foi the lamented James one-timei also was a continuous headache, despite the Facl thai is was produced l>\ one oi TV's better-organized independent producers, World Video. \ young fortune is being poured in the Fred Waring presentation which didn'l impress viewers on its debut. Waring is a top-Bight visual-minded music man. and there is little doubt thai In- Sunda) evening stinl will keep thai part of the <>l accounl at Y&R. Switch o| Tenderleal Tea (Standard Brands) From .1. Waltei rhompson to Compton cannol be attributed to radio 100%. Bui the facl thai One Man's Family never did sell the tea too well, and the added fact thai Standard Brands is current!) anti-radio-minded, had a bearing on the shift. i Please turn to page >0 1 20 SPONSOR ftANKlIN* oQSt. Albarji 7— has a betfei NEW ORK P|oHsbofgh®bol OKIEANS 32 10 OSl. Albany JZ 3! 10 Berlin® OXFORD ©Burffindton " Owe. "*-~-~-^ JWASHINQTO: *on*oe Ol]Sqo3| *ROCHESTE WAYNE on Bra ^— ^^^^^ • wed ■"» K? ifflS" PROGRAM- DERS 5Kto Stan NVusial, iW. Bob Feller, w» Eddie "IT Rickey, BoD.rc"a:ij Meyer, Eddie nch Bob Q"'nn' B,1L«J Owens, iuegany "'"BOB S£«- Bill Meyer, Jesse C ge iym^-' Rranca, School- Ralph Kiner, Boo Sawyer, Georg oMo, 6:30- so«m«T|g®l,hc£9 10 4~ |CHEA|fl||Ufflft^^«Haver\ ,«««., @Alh^ ^MJgo^j" balden *-^^ASS Be,mon^' ^eld ©„, worces;fr Newtonw . P»on© Northampton .w,AB/„.fT„iQui IWORCESTER lvofc«*£hicopee North ^ """dVro 'yO^5SHAMP0FN br.dge© ©M.lford eId@@W. Sprin SULIIVAN NN Ju*ld_ ghSouthbridge (3)yVflhsiPf pivmouth) TOLLAND WIND PROVIDENCE' HAM F awtuckeff Kingston®] dutchess /urcH f*f\ 'UghkeepsiW® - Tor/mgton® hart -HARTFORD Cr anston® \ 40 J ^' |NeW BrifainC ^"'^^^©wfndhomo ki-X — T®®BeaconJ Mermen® ®M,ddle*own ®Middl< ORANGE ;'jssex m jl^assa/c ERSON^ ewGfN. Passaic# .- NAS pkensAu ®r* MOBRti fj E. Qrangek'V, NEWARK**ii ii'ufieid^^'o^y^r Am boy ©|Vd Bonk ©[Long Branch TRENTON <2|Asbury pa,k ^Waterbury Ncfugotuck® ©Walling' [FAIK NfW HAVfN MIODLF JfjftO Hamden© sex Wfst I Derby© ^«^-N S« .jHa.hP^^'f 25 I— ! ,J=d_ SCALE OF MILES 1 == 75 SO BMB— STUDY NO. 1—1946 Represented Nationally by NBC Spot Sales We are one of 39,000 families who live in Berk shire County. Our name is Gilson. Last year the 6 of us spent $5000.00 approximately for ne- cessities. My four sons and I listen to Bob Bender and enjoy the "famous" of the sports world we've met through his program. Bob is our favorite because he gives us first hand informa- tion about winter and summer sports. c^M^ KEY TO SYMBOLS * Over 250.000 ■100.000-250,000 •50.000-100,000 ® 25.000-50 000 10,000 — 25.000 O Under 10,000 1 Mr. Jamison sells no Blue-Sky In the pleasant month of May (or in any other month for that matter) there is nothing vague about the way our man Jamison does things. People advertise on the air. Mr. Jamison feels, for the purpose of making money. And that's the only basis on which he sells radio and television time. "Radio is a fascinating medium," he says with reason. "There are hundreds of fabulous success stories associated with it. By dwelling on them in a general way, I imagine I could peddle more time than I do now. But I wouldn't sell near as much. For in the business of national spot representation, THE ONLY REAL SALE IS ONE OF MUTUAL ADVANTAGE. Both my advertisers and my station clients would find this out soon enough. "It might be possible, for instance, to sell a lot of New England time to a maker of cowboy boots, and get away with it once or twice. But matching the message, the market and the money is a better way. "That's how we feel about it at Weed d-.\d Company, anyway. Maybe that's win we're doing more business for all of our clients (stations and advertisers alike) than ever before." Weed radio and television station representatives an e w y o r k ■> boston • Chicago • de troit COmpany sanfrancisco • a 1 1 a n t a • h o 1 1 y w o o d 22 SPONSOR ■ k*. 5fc « ■. t?- * V MILLIONS OF SUN LOVERS WILL ENJOY FAVORITE PROGRAMS AT BEACHES THIS SUMMER WITH PORTABLE RADIOS BY THEIR SIDES Don't underestimate summer listening \Vh;ii flic statistics reveal about listening in the good old summertime over-ail 9 MAY 1949 There are only 13.3' I less people at home in metro- politan telephone homes during sum- mertime evenings (July-August) than there are at night during the peak winter month, Januarx (70.0 vs. 80.8 of the total homes ) . The compara- tively slight difference, between the audience available in the frigid months and those who could listen if the) wanted to, is accented in the summer daytime when the July-August avail- able homes I ()<">. 7 I are only (>.(>'. le>« than are available during the peak daytime month (February i. These are the C. E. Hooper figures that indicate that if metropolitan lis- tening goes down during the dog days, it"~ onl) partial!) due to prospecthe listeners not being available for dial- ing. This fact is further accented b\ a special study financed b\ NI>C and CBS and made b\ the Psychological Corporation. The PC figures indicate that only 6.8% of the nation is on va- 23 Has and oil air nth vrtisina ior IIP til compared with quarterly retail gas and oil buying by consuming public o 45 40 35 65 60 55 - 50 45 o "O "O c T in D o JAN FEB MAR APR MAY JUNE JULY AUG SEP OCT NOV DEC based upon Department of Commerce figures for the period covered cation at anv one time during tin- L3 weeks thai make up summer (Jul) I ti> Labor Da) I. Of this 6.8^ onl) 1.1 is awa) from home. The vacation facts. rding to this study, are that a Mule more than one-third <>f the two- weeks-with-pay-contingent do no! leave town hut relax al home. This docs not mean that thc\ are continually avail- able to listen to radio, but that they are adjacent to their home sets a cer- tain part of the time. The\ swell the potential radio audience, but the) 'I" not mean as much I" the actual audi- ence as the men and women who go out of town on their vacations. This is I"1 .iii-i a limited sui ve) made ol listening in bungalows and on port- able radio- in hotd rooms indicates thai leisure listening is at leasl 2.V , mimic than the flialei would do al home. That it isn'l more can be traced to the generall) pool qualit) ol summei commercial programing. Eighty-one pen 'nt ol the men and women • j i j< -^ tioned in the Psy< hological Coi pot a lion survej indicated thai they'd lis- ten jii-t as much, il nol more, in the summei time as the) do in tin I months d the shows were ol equal qualit) . \ limited summer-bungalow-colon) diai \ stud) i onducted b) a gi aduate student at oi I the Midwesl uni- vei sities ' the sample was onl) 100 24 homes with 158 diaries, the extra 58 records being kept for multiple sets in the 100 homes I indicated that use of radio set- in these loo homes was up 2.V i in the daytime, down 7'. be- tween six and J !:.'?() p.m.. and up from eight to 1 l'« from the latter hour un- til II :.''>( I p. in. Summer-resort listen- ing continues for at least a half-hour longer than in-town radio habits. despite the fact that literall) hundreds ol thousands of men c nute during Jul) and \ugust who don't during the other ten months. Theoretically, the male id the species, having to travel on an average ol two hours more hack and forth from the bungalow than he does from his winter home, should re- tire earlier in the summer than he does during the winter. The reverse is true. i I In- m a\ he one reason win produc- tion per man-hour at main factoi ies is less during Jul) and VugUSl than it i- during the re-t ol the year. I The programs that are bungalow listened i" do nol fall into the same • itegoi ies thai are dialed in the year- round home. Variet) programs thai reai h the I is-sized audiences during the majoi 39 weeks ol the yeai do not gel the big resoi t listening. It - the m\ stei ies thai pull the big shirl sleeve ami open-neck In igade. I he summei diai \ rep. iii indicated thai program interesl in the loo home- (158 diaries) was reported (percentagewise! as fol- lows: (If all 158 diaries would have leported listening to any one program- l\ pe. the rating would he 100%. ) Type Rating i Mysteries l Quiz programs 82% ews I Daytime scii.-ils 52% i Situation comedies I 'i Popular music 38% 7 Conceit music _' s Various 18% No attempt in the aboye has been made to separate the daytime and evening listening, except in the case of the soap opera, which, being a class of entertainment all its own. naturalh i- i eported indi\ iduall) . f \S. lolal Iraqi's aniti 40 z? 35 o "O c o = 30 25 ^___ ^~ P"~ y r- ^^^^» ~~ JAN FEB MAR APR Because hot-weather listening i- the great unresearched section of broad- cast advertising, even the ]()() diar\ study of a graduate student is im- portant. \\erage length of time spent with the radio b) bungalow-listening familie- was ">1;, hours. This com- pares with December, \')\'<',. listening per da\ reported by C. E. Hooper of 4V4 hours per day in the 36 cities in which the Program Hooperatings are made twice a month. In other words, listening in this bungalow colony, if the diary sample is to be believed, and it was more accurate than usual diary -indie-, since the graduate student per- sonally did a call-back cross check on the accuracy of each of the 158 com- pleted diaries, was one hour and five minutes a flay longer than in Decem- ber big-cit) telephone homes. There was special provision in these special diaries for squawk-. Number one summer complaint was a lack of good corned) pro-ram- on the air. The number two complaint was thai little or nothing was done by stations and advertisers to let listeners know what good programs were on the air. Since many of the bungalow colony were beyond the normal service areas of some of their favorite stations, it was necessary for them to develop new dialing habit-, although frequent!) to the same network programs or re- placements to which the) listened at home. However, the "local" stations had programs of their own about which the summer visitors weren't aware. In a number of cases, the diar\ keepers reported that it was -ix to eight weeks before the) discovered a specific program the) liked. iThe diar) week was the ninth of the ten- week -ummer-resort season.: Popular music was dialed a great mlaries ior 194H Sumcnvr vulony listening bu type Homes that listen, least once a week, to specific program 00% — — — ^— — — ^— 1 00% 80% 60% 40% 20% Mysteries Quiz News Daytime Situation Popular Concert Serials Comedy Music Music Misc. This chart is based upon a small diary study made in a Midwest bunqalow community. The findings are not conclusive deal more thai the '.<".', index indi- cated. 'I his is because mosl of the 38' - nol onl) listened to popular music, but listened to it a great deal. It was fr< - quenth. of an evening, danced to in bungalows b) as mam as ten couples. Despite the darning crowd, this mul- tiple listenership of necessity was re- ported .i- urn- radio set. Popular music listeners are strong radio fans. I he 22' < percenl who reported lis- tening to concert music, when cross checked, indicated thai concert music was anything from Alice Blue Genu to Madame Butterfly. Concertizing to this bungalow colon) was anything it classed as "good" music. DEC The graduate student reported that onl) three bungalows in the colony of 858 home- were without one or more radio receivers. This, in terms of coverage, means that over 99.5 ['< of the summer homes had radios. Possession of a radio at a summer resorl mean- more than the possession of a iadio in the city. The reason for thi- i- thai ver) few sets are per- manent!) located in a bungalow colony. The) have to be brought to it from the cil\. It's a deliberate move, an indication of a desire on the part of the sel owner to use it. Seventy per- cent of the bungalow colony, used for this \lidwe-t survey, brought theii sets with them, and 30^5 used sets that were left at the bungalow during the winter. Qualitv of reproduction wa- noticabl) better in the 7ctobei exceeds September b) onl) a little over > MX),- 000, and the holiday month, the big- gest retail sales month of the year, is onl) $2,] 16,000 ahead of September. \\ hile I ul) and Vugusl retail bu) - is ahead "I most months ol the j eai . aside li om the last third "I each year, Septembei is the period during winch the housewife buys a great num- bei of products which she needs for Im-i home and herself. I he decision on what to buy, whal brands, and where to bu) is made according i<> two de- partment store -in veys ' one in Mil- w aukee and one in San Francisco) , on major purchases 80* I in the latter part of July and August, rhese major purchases include appliances, linen-. and women's and children's clothing l dads fall wearables are not a sum- mhi concern, according to the survey made lt\ these two department stores I. The survey, which was of a con- fidential nature, now determines the advertising polic) of not onl) the two stores which made the survey, bul ol practically the entire chain of great retail firms of which the) are a pari. Newspaper cop\ i- geared appaienlK to persuade the reader to come in and bu) now. hut it's actuall) directed at conditioning the reader for her fall pun hasing. "It's too late,' states the \ ice-pi esi- dent in i haj ge "I merchandising ol the San Francisco store, "to wait to sell a major investment until the Eamil) is hack in fall harness. Then the different pulls the problems of the Famil) and the home, with tin1 children returning to school — make selling through ad- vertising twice as difficult as it is when the purchasing agent of the household has the leisure to be intrigued with the possibilit) "| owning a particular prod- uct, dress, or adjunct to better living. We budget part of our \ugust adver- tising against our September mer- chandising co-is. It's difficult to cpn- \ ince some of our department heads to advertise in \ugusl fo] September selling. Department stores are adver- tising-geared to toda\ - expenditures pay ing olT w ith tomorrow - sales. I his ma\ he satisfactory for all the other I I months of the j eai bul ii isn t For September. We have our records on | Please turn to page 68) 26 SPONSOR Warm-w<»ather outdoor events bring entertainc»rs and listonors i;nc-io-ljH<' PART TWO OF A SERIES Of all types of radio pro- graming, perhaps none can get closer, through personal appear- ances, to its broadcast audience than a folk-music unit. And at no time of the year is that more apparent than during the summer months when touring hillhilh performers and their radio listeners meet personally at the hundreds of state and county fairs held annualK from June through September around the U. S. When this folk talent-audience personal contact is made — particularly in the natural set- ting, for country music, of a country fair — very few better summer-sell ine jobs can be done by radio artists for their sponsors, both directly and in good will. Breaking down the normal live- audience barriers of a personal ap- pearance isn't nearly as difficult for folk-music groups as it is for any other kind of radio performer. That's en- tirely due to the nature of the enter- tainment itself. The greater rapport between listeners and folk-program personalities lies in the informal, homey quality of these shows <>\cr the air. With that easy informality estab- lished in the minds of folk music's wide audience I urban, just as well as rural I. the in-person reception accord- ed hillhilh units is always warm, no matter in what locale the appearance may take place. Broadcasting before live audiences from theaters or auditoriums is an all- \ car-round adjunct of the country's top folk-music shows. WSM's Grand Ole Opry pla\s to about .">.()();) people every Saturday night in Nashville's iTcnn.l Ryman Auditorium. Better than a couple of million persons have sat in front of WLS's (Chicago) Na- tional Barn Dame in the \\ indj < ity's Eighth Street Theater since L932. The WWVA Jamboree, in Wheeling's 9 MAY 1949 27 ^[dnDSldllD OVcMlOWS throughout U.S. during the summer months parades including barn dance and hoedown perfon calling attention ot towntolk to opening ners, march to their of rural America's ground fun-timi (W. Va.) Virginia Theater draws an average crowd of 2.001) each Saturday night. Old Dominion Darn Dance, on \\ l.'\ \. Richmond, Va.. has fdled the WRVA Theater I formerly the old Lyric I to the limit of its 1,300-seat capacit) in the past three years "I Saturday evening broadcasts. The story is the same, in van ing de- gree, for all other established folk programs. And along with set weekl) appearances at broadcast time, hun- dreds of hillbill) acts tour theaters, tent shows, auditoriums, etc., extensive- l\ throughout the year. Prominent among complete broadcast units which travel intact is the Missouri I alley Barn Dance of WYW. Yankton, S. 1). Ever) Saturday nighl the entire talent stafl of this program takes its folk songs and corned) warm-up, hour- broadcast, and dance-till-tired to a different town in South Dakota. Nebraska, Minnesota, or Iowa: SRO crowds tinned out during the past winter, the Midwest's worst recorded one. \\\\\ currenllv npoit- enough requests for tickets to fill Saturda) en- gagements loi the next two scats. In many cases small units which make up the rostei ol I lice complete programs appeal on stations as sepa- rate attractions during the daytime. Building their own followings in iln- way, the) often lour as individual acts not onl) be< ause ol their ov> n popu larity, but also because touring ever) unit comprising a large -how would disrupt a station's schedule, if they were .ill awa) at the same time. 29 But of all the good will and actual sales revenue for local advertisers to be derived from the in-person appear- ances of the folk-music groups the) sponsor on the air. probabl) the great- est benefit comes when the personal appearances are made at fairs, state or county. Size of attendance is one factor. Stale and county fairs are of the ut- most importance in the lives of rural- ites, who frequently travel hundreds of miles to be part of the festivities. Be- cause of the holiday mood, their recep- tion of ibe hillhillv singers and instru- mentalists the) have heard throughout the year on the air is even warmer than under normal in-person circum- stances. Local advertiser identification with the various folk units is built up more readil) : the groups music folios, featuring their individual theme songs, sell better and suppl) a constant re- minder of sponsor identification for the next 12 months. There is also a climatic affinit) be tween folk-music programs and the warm months during which fairs are staged. The) tend to belong more to the sunn) balminess of a countr) fair than a vast auditorium in the midst of a blizzard. The relationship is onl\ an intangible, and \ el it has a healing on the added popularit) of folk-music ar- li-l- at rural fairs and the subsequenl added benefit foi the artists themseh es, the local advertisers who sponsoi them through the year, and the local stations on which the) appear. While the actual monc\ to be made b\ large folk programs playing fairs is so negligible that not very many of them go in for such bookings, never- theless individual groups can and do find fairs profitable. Outfits like Buck Turner and His Buckaroos. a folk music staple of WREC in Memphis, put on performances at virtually every counts fair in the state of Tennessee: Sagebrush Roundup, of WMMN. Fair- mount. W. Va.. makes as many as four local fairs a week in between its Satur- da\ night broadcasts: Brush Creek Follies, which has hung up an SRO sign as a combination air-and-stage show for 12 vears over KMBC. Kansas City, sends various of its component parts out on fair bookings: KWTOs i Springfield. Mo. i Korn's-A-Krackin' roadshows from late May into the fall, hitting man) fairs along the way. These represent a tins percentage of the total number of hillbilly groups and acts which plav state and count) annual outdoor get-togethers. Only the practical angle that fair dates are nol too profitable for big folk units keeps programs such as Grand Ole Opry and National Barn Dance from regular bookings in that field. Opr\ is nol booked into fairs except when \\ SM sets it into one as a good- will gesture, or it is booked as a free act by some large regional fair. WSM management has found thai very few Fairs can match, in terms of actual profit for so large a -how as Opry, the $20.ooii recentl) grossed in five days of playing theater and auditorium one- night stands in Missouri and Kansas. SPONSOR radio playhouses are focal points at many county fairs. Listeners meet their favorites there, cementing good will for sponsors talent performs wherever a platform can be there's enough room for a set up and control unit WRVA"s Old Dominion Barn Dance is another large unit which finds play- ing high schools. Legion halls, and basehall parks more profitable than most fairs. This program's only fair bookings this year are in Mineral, Vir- ginia, and Louisa counties, in Virginia. WLSs famous National Barn Dance also typifies the financial feeling of most big folk shows; it generally makes only one appearance yearly at the important Illinois State Fair. There are those folk programs, how- ever, which go in for fair bookings in a big way. WLW's (Cincinnati) Mid- western Hayride has an ambitious schedule lined up for fair appearances this summer. As SPONSOR goes to press, this hillbilK troupe is set for 16 fairs in as many towns in Ohio and Indiana from 20 July to 28 September. Still further bookings will be made be- tween now and the beginning of the fair season. Most important of the dates will be played on 27 August at the Ohio State Fair in Columbus, the highlight of which will be a telecast of Hayride over WLW-T. KSTP, St. Paul, has a folk program noted for its traveling and far-flung personal appearances. Since 1940, when the show first went on the sta- tion for a "trial engagement." more than a half-million people have seen Sunset Valley Barn Dance in 250 towns throughout KSTP's listening area. This summer will find the show at three fairs in Minnesota, three in Wis- consin, and one in North Dakota, with several more dales to be booked. County and state fair appearances for WNAX's Missouri I alley Barn Dance have not been definitely set thus far. but it is likely that repeat dates will be scheduled for the Clay County I Iowa I Fair. Kidder County I North Dakota I Fair, and the South Dakota State Fair. In-person appearances of folk talent are so frequent and so beneficial to local stations and advertisers that many stations maintain their own ar- tists' bureaus to handle the volume of bookings. KWTO (Springfield, Mo. I and KMBC (Kansas City) are typical examples of local stations whose ar- tists' bureaus meet innumerable re- quests from church, civic, Legion, and other community groups, as well as local fair managements, for personal appearances of all types. Of this con- stant demand singers or instrrniental- ists featuring folk music are requested in a three-to-one ratio to am other kind of performer. Some stations find that their folk talent gets around even without being handled by a local artists' bureau. \\ ( )\\ . ( linaha i- ;i notable example of a station which does not operate such a bureau, but which nevertheless has its folk performers making fair appearances on a private basis. Hut. whether or not a station cares In go to the trouble and expense of setting up it> own artists" bureau, per- sonal appearances, station-sponsored or otherwise, are greatly encouraged among folk-music programs, and with good reason. The results are several- fold: p.a.'s enhance performci pnpu- larity, thereby cementing established listenership and acquiring new dialers for the station represented by the talent: they help local-advertiser iden- tification with the particular program or talent, through the obvious personal contact w ith audiences. Local advertisers using hillbilK talent on the air have long known tin- power of such talent to do a strong selling job. When these '"barn dances," singers, yodelers, and instrumental iMs go out on the road — and especiallv when they tie in with state and count \ fairs — the selling job they do achieves further impetus. More than anv thing else, it's the down-to-earth approach of this form of entertainment to an audience that makes that audience al- most universal. When the remote bar- riers of broadcasting are removed, and the contact between talent and listeners becomes a live, personal thing, the homey informality that gives folk pro- grams their widespread appeal i> com- plete. One other thing stands out in the friendly rapprochement between folk entertainers and audiences. Like old friends, folk artists "wear" with tin- same listeners for years — and increase in popularity and in their ability to deliver commercial results. Dialers ma) not "accept" a new act or per- sonality for several weeks or even month-, but, once accepted, thai acl or personalis becomes as a much a member of countless Families as \uni Minnie or I nele Charlie. * * * 9 MAY 1949 29 The sponsor hits a home run llasoball sponsorship booms. as proof of its impart sprrails Cm m Over 2.000 stations have sold sponsorship of some form of basei>ali broadcasting Ii\e play-by-play, reconstructed play-by- play, or round-ups. There arc very few independent stations, standard radio. KM or TV. that aren't collect- ing upon the fact that each year the nation's men. plus an important seg- ment of their \\i\cs and daughters, listen to the call of "batter-up." The Madison Avenue agencies onlv think in terms of big leagues, but main of the independent stations dominate their Thus, it's a continuing six-month high- spot event, and on many stations pulls a solid audience for seven months or longer. There are stations throughout the country, like WCPO in Cincinnati, which having achieved fantastic shares of audiences like 61.0 on Sunday after- noons and 4JJ.0 for all daytime Satur- days have added more games to their schedules to further dominate hot weather listening in their areas. There arc a number of independent stations that shift their daytime ball- daytime listening because the) air not game airings to affiliated AM and I'M nit semi-pro and stations in order not to disturb their all-year round daytime programing. the major leagues even school games. While coast-to-coasl web stations have gradually, in man) cases with sincere regret, dropped oul of the competition for baseball sponsorship, independent stations like \\ 1 1 1 > 1 1 I Bos- ton), WW-W (Pittsburgh), and \\ ITII (Baltimore) step oul of being also- rans in theii area-, and frequentl) dominate listening in the summertime. Baseball stations point to the fact thai it - no mole logical to judge them li\ their non-baseball season ratings than it is to judge network stations l>\ their hiatus time. Baseball is nol a 13-week broadcast event. It starts m ith the training sea son in February, and end- with the Woild Series in September-October. Tlie\ are contrasted \\ itli the \\ II I Ml type o| sports-news-music operation thai uses baseball, plus other oul and in-door sports, to pull a steadily high following all year "round. In the sum- mer. \\ II 1)11 is first in Boston, and tll;" its aSenc) lk""x Reeves) sel up credit must be given to the Atlantic u New York office for the sole purpose it's WHDH that controls the baseball broadcast rights rather than the adver- tiser who makes the airings possible. There are a little short of 200 sta- tions that tie themselves to major league broadcasts. That figure may be startling since there are onl) 12 cities in which major league baseball is an in-town factor. Even this puts Brooklyn and New York in the category of different cities. The figure accent- the impact of major league ball. While it is not permissible for the games of one ma- jor league team to be broadcast in the home city of another major league t unless the teams are playing each other l. its possible to set up an exten- sive regional network, covering the distribution of a brewer or a gas re- finer, which does not touch the terri- tory of competitive teams. Thus, the Coebel Beer-Detroit Tigers network is composed of an increasing number of stations each year so that currently it's the biggest special regular network of its kind in the nation — and onl) the Detroit team's games are broad- east. \\ hereas for years baseball games were single-station air events, they are now more and more speeial regional network daily airings. This is true of the Atlantic Refining presentations of the Boston. Philadelphia, and Pitts- burgh teams. It's true of the Guenther, Narragansett, Standard, Griesedieck, as well as Coebel. beer broadcasts of teams in their merchandising areas. The networks run as high as ."> 1 sta- tions and as low as three. While brewers rank first among ma- jor team sponsors, tobacco, drugs, gas- oline, dairv. and food manufacturers are also important advertisers using both big and little teams to spread the good word about their products. There was a time when a cereal manufacture] (General Mills i dominated the base- ball broadcast picture to such a degree Refining and Narrangansetl Brewing sponsorship of the Bed Sox and Boston Braves home games. However, \\ 1 1 1 >1 1 can't be igi id in the accolade rou- of obtaining co-sponsors of the games C M. -| sored. It was Genera] Mills research which proved that co-sponsor- ship was effective, and that each of baseball game re- tine, since in most ana- covered b\ ,u" sponsors of a Atlantic, the oil compan) owns the broadcast rights of the sporting events sponsoring the entire season. it sponsors. In the brown-bread area, (Please nun to page 66) ceived the advertising advantage- of Thus WMGM's "red head" (Walter Barber) gathers as great an audience as any other sportscaster, when he broadcasts the play-by-play antics of the Brooklyn Dodgers 30 SPONSOR SHAVE ttCTRiCAi JHH A i = ss :: » :• • . . •• ■• "u i t i """■"WHS » Serials are hot in the summertime Davf iiii<» dramas pi*ovi» thai I liov listen I Iii'oiiuIkmii I In- miIii-v nionili> over-all Not even during the sum- mer weeks need housewives go without the consolation that ro- mance may still be theirs at 35 or after ... or that a good, clean-living wom- an is more than a match for anything that may threaten home, husband, or career, from she-wolf to slnsler. Drug, food, soap, and other advertisers take advantage of unslaked desires for psychological reassurance, provided by the themes of a majority of the serials, by keeping them on the air around the seasonal clock. Vacations and other influences do not dent serial audiences to nearly the extent that evening and other daytime audiences are affected, (('hart shows how serial listening compares with other da\ lime listening. I One reason listening to America's daytime folk-tales holds up so well dur- ing vacation time is the habit of lis- tening established with the five-a-week non-stop broadcast. Another seems to be the programs" effect in soothing normal anxieties and helping maintain a sense of security. A Washington. D.C.. station made a pilot diary study of summer radio habit in three nearby vacation areas. Findings strongly indicated that wom- en in vacation bungalows in the areas studied tended to follow the same pat- tern of radio habits as at home. One woman s remark prettv well summar- izes the general attitude revealed in this survey: "I turned off my radio at 5:30 in the city- I turn off my radio at 5:30 here." ' This three-area pilot investigation indicated these vacationers used their radios 40' < more than they normally did at home. Women listened to more episodes of their regular serials, they said, because life in the bungalow was less distracting. Despite the over-all increase of time spent in listening to the radio, there was no definite indication that women tended to add new cliffhangers to their regular listening lineup. Less than 5r< , in tact, reported they became interested in a new daytime serial. Mr. and Mrs. America frequently undergo certain rigors in "getting off" on that vacation trip, or in mak- ing various adjustments as one season How they listen to daytime serials slips into the next. Not so the charac- ters in soap opera. For one thing, time in drugtown, cerealtown. or soaptown isn't the same as calendar time. Still, despite classic examples of characters' taking weeks to get through a revolving door, days to shave a single customer, etc.. writers are primed far in advance to make soap-opera time coincide with national holidays. The truth is that weather as part of the settings of serial dramas is seldom im- portant. Settings are severely slighted in favor of the stark action that illus- trates the underlying theses. Time may move jerkily in the com- plicated lives of serial characters: hut time keeps adding new listeners to share their perplexities, as well as new listeners to all of radio. Nearly 10,000,000 new radio homes contri- buted their quota of new serial de- votees during the last ten years. 1949 is expected to raise the total of radio homes to upward of 39,000,000. Whether making the storyline jihe always with the seasons would he im- portant to other than those listeners who send presents to the story charac- ters, when they marry or have babies, is a question. But there are many fans like the alert listener who put the finger on the murder suspect in one serial. This civic-minded fan decided to expose the fellow when she de- tected his voice under another name on another program. For these fans, pro- ducers will likely keep insisting their writers keep the story in season, how- ever erratically days and hours may move. Listening "regulars'' affectionately consider "Ma." "Hill." "Mike," "Ellen" in the category of their intimates. Their amazing loyalt \ to the pro- grams has lead to the popular mis- conception that serials reach mainly a static group and attract few new lis- teners. But the same people don't always send the presents. The NBC research department reveals in a special Nielsen study of Pepper Young's Family and Right to Happiness (P&G sponsored shows) that in September-October, 1948, each show played to 37% new homes not reached in the same period in 1947. Even though no widely definitive study has yet been made of the radio habits of serial devotees on vacation, there's a good deal of evidence that either away or at home they are the most consistent of all fans — day or night — in listening to their favorite programs. For example, the high point of listening in 1948 to serials through- out the country, according to Hooper figures, was in March, with an over-all average rating of 5.8. The high mark for all other daytime shows was 4.6. The July-August trough for all day- time programs other than serials plunged 34.8%, while the low point (July-August) for serials dropped only 22.4%. Tuning to other daytime programs I'll off a third more than I" -oap operas in \ear "round homes. But the spiril "I devotion isn't found alone among listeners. Man) -nap-opera actors and actresses, ap- parently aware of the unique meaning of their efforts to 20,000,000 house- wives, have been known to go several years without vacations, rather than be written out of a story sequence (one of an endless series of complete narratives that make up the continuing series) to which their roles seemed important. Deep-voiced Jim Goss, who used to play "Uncle Jim" on Jack Armstrong (a juvenile strip listened to by many adults I is said to have gone three or four years without missing a broad- cast. Lucille Wall, who is Portia in Portia Faces Life, has also gone sev- eral years at a stretch without time off. Extremists among listeners are no more surprising in their concepts of the reality of soap-opera characters and events than are occasional mem- bers of the easts. One actress became so imbued with the feeling for her part that she carried it right over into her real life. It must be reported that her efforts to solve the problems of friends and strangers alike were not as successful as when backed up by the good right arm of her script writer. Another actress became outraged during a rehearsal when the actor play- ( Please turn to page 52) [compared with all other daytime commercial programing) 7Z I Hooperolinc 6 JULY S O O -V ' CKLW goes WATTS at 800 kc. The Detroit Area's GREATER Buy! I ^ ^L From 5,00° to 50'000 watts/ in the middle of the dial, and at the lowest rate of any major station in this region. Start scheduling this greater value now! KLW GUARDIAN BUILDING, DETROIT 26, MICHIGAN /. E. Campeau, President [dam J. ) ♦>///»#, Jr.. Inc.. National Representative H. N, Stovin X- ( nothing wrong with *» ii in in «» r listening that good program ing won't cure of one out of two vacated time slots with sustaining network-built packages that range from elaborate productions I being showcased hopefully for pos- sible fall buying) to the most inexpen- sive musicals and AFRA-minimum-cast whodunits. It means the annual chase after the hard-to-sell summer advertisers in American business by network and sta- tion sales departments, armed for the most part more with hope than with fact. It means, for agency radio heads, a long session of auditioning new pack- age shows for the year-round adver- tiser who wants to give his star and cast a hiatus — but who also wants a good summer replacement in the time slot to earn the healthy 52-week dis- count networks offer as an inducement 35 Hvplavvd Ed Gardner (Archie) stops managing Duffy's Tavern Bob Hope says goodbye to his Tuesday night she Amos n' Andy won't be settling darlttown problems 36 Their rvplavements and Henry Morgan fills his spot with different humor y h i le Dean Martin and Jerry Lewis tearfully fill y till in >ut the cast of "Call the Police" starts sleuthing In sta\ on the network air. For sta- tion reps, timebuyers, and station man- ager>. sweating out seleetive schedules designed to >ell products to \mericans at home, or in the hills and at the beaches, the hot-weather merry-go- round means long hours of revising and re-revising schedules as audience potentials of adjacencies go up and down like a roller coaster. As SPONSOR goes to pres*. the sum- mer pattern of radio and TV has al- ready begun to take its final form. I wo <>iit of ever) three shows listed in the top-rated "First Fifteen" of the 1-7 April llooperating will he off the air for the summer. Ever) one of the ""First Five" i It inchell, Lux, Benny, \leGee & Molly, lima) is due for a hot- weather layoff. Three of these five shows will have a carefully-selected summer replacement I paid for bv the regular sponsor), and the other two I Levers Lux Radio Theatre and My Friend Irma) will have their time slot filled h\ CBS-built packages now being promoted aggressiveh . Kaiser- Frazer. sponsor of the top- rated Walter Winchell show on Sunday nights, feels, as did Jergens when they sponsored Winchell. that there is a high summer potential for the product, as well as a sound listening habit built up for the Winchell spot. This sum- mer, as it has been for several years now. Winchell will go off and soak up sunshine. In this spot, instead of the commentary format of past years, there ma) be rotating guest stars of the caliber of Crosby, Benny, and Hope, during WW's seven-week vaca- tion. Like most other advertisers who sponsor their own summer replace- ment, it will cosl Kaiser-Frazer about 70' ! of their fall cost-per-rating-poinl to reach summer audiences when the) are particular lv conscious of the com- fort and convenience of their cars during vacation driv ing. The thinking at I. ever Brothers, sponsor of Lux Radio Theatre, runs just counter to this. Probabl) as much if not more l.u\ soap is used during warm weather as Is used during the fall and winter. However. Lever was the firsl advertiser to demand and gel a "permissible hiatus" of eight week-. hack in L941, which is general!) credited a> being the deal thai opened the wav for sponsors on CBS land oilni networks) to leave the air en- tirel) in the summertime. Ever) year since then. /.//\ Radio Theatre has taken a complete hiatus, with the net- SPONSOR work building up its own shows in the vacated hour. This season, as part of the CBS plan to push a dozen or so house-built shows during the summer, one of the two 30-minute programs that will mark time for Lux will be a situation comedy, Dear Doctor, built around Rudy Vallee's screen character- ization of a fuddy-duddy stuffed shirt, in this case a medical man. The other show will also be a CBS package, rounding out the hour. Both shows have much of the same mood that appeals so strongh to the drama- loving audience that tunes in Lux Radio Theatre, and their relationship to Lux is somewhat like the relation- ship between summer "straw hat" theaters and the Broadway stage. This same idea is carried out b\ several other advertisers. Prudential Hour of Stars will continue this year through the summer, but without the name- guest policv and with more emphasis on comedy. The Electric Companies Electric Theater I Helen Hayes) will be replaced for the summer by an Electric- sponsored light-comedy substitute. Cor- liss Archer. The third-rated program of the 1-7 April week. Jack Benny, like most comedy shows in radio that revolve around a central star I Bob Hope. Red Skelton, Eddie Cantor, et al.. ) will be off the air for the full summer. Replac- ing a comedy show is never an eas\ job. although some of the replacements I like the Aldrich Family, a Benny replacement some years ago that be- came a network success ) make the grade and go on the air in the fall for the same, or another, sponsor. The Benny replacement this year is going out of its way not to fall into the same hole that Jack Paar. Benny's replace- ment I chosen largely by Benny) did in 1947. when the program seemed to make the grade in the summer and then fell on its face when it had a later run in the winter. While the Waukegan comic is taking siestas in the desert sun. a music program (music is the perennial "safe" sum- mer replacement: besides, it's low- cost ) modelled on American Tobacco's Hit Parade, will fill in. Since both net- work and sponsor feel that the Sunday 7:00 p.m. spot is terrific in the fall and winter and a low-listening spot in the summer I too earlv in the evening I . there is a strong chance that the Benin replacement will go into a 9:30-10 p.m. spot on CBS either on Tuesdav or Thursday, leaving CBS to stick another 9 MAY 1949 of it- packages into the Sunda) spot. This form of "counterpointing comcd\ show- with something that is fairl) popular summertime Ian-, yet is not basically a corned} show, is done by several other sponsor-, including S. ('.. Johnson, whose fourth-rah id Fibber McGee & If oily in the 1-7 Vpril ratings has long been substituted for h\ such musicales as the Summer field Band Concerts, which manage to carry on the idea of the McGee-Molly show b\ having one or another of the cast drop in as "guests" every week. Lever's Amos V Andy is also due for a vacation, with a replacement set that is diametric to it. a Gangbuster-l\\)r show used successfully last year, titled ('all The Police. Rexall's situation comedy show with Phil Harris and Alice Fave tried this approach to re- placement programing last year with a drugstore drama, but is falling back on the safest bet this year. It will be replaced by a Rexall-sponsored music show featuring Guy Lombardo. Gen- eral Foods' (Gaines dog products) Juvenile Jury will be replaced by a show with much the same basic appeal, although the opposite in talent — Life Begins at 80. Of the "First Fifteen" shows rated in 1-7 April only one comedy show, at this writing, is due to be replaced 1>\ another sponsored comedy show. This non-conformist is Duffy' 's Tavern. whose summer spot will be filled by NBC's Henrv Morgan show. Duffy's sponsor, Bristol-Myers, feels that Mor- gan's style of comedy is different enough from the Duffy routine to at- tract an audience for the B-M products (Trushay and Vitalis) sold on the Duffy show (both of which have a high usaee factor in the summer month- i . without undermining Duffy's Tavern while its off the air. The last of the "First Five" in the 1-7 April ratings. Lever's (Pepsodent l)iv. I My Friend Irma will be in some- what the same cateeorv as Duffy's Tav- ern, in that a new Cv Howard package. Eddie and Ann. featuring "the world as -cen through the eyes of a twelve- year-old boy and girl" will fill in as a sustaining showcase. The programing move, one of CBS' summer attempts to fill vacated time slots with promis- ing shows, is pleasing to Pepsodent. which feels that much the same audi- ence will be attracted to it as is attract- ed to Irma. For the most part, the lower-priced [Please turn to page 72) These stuu on Sam Spade goes on being tough in mystery show Doctor Christian continues to relieve humanity 'Family Hours of Stars" entertains sans guest stars 37 He res to B.A.B. D, 'ON'T look now but we are about to blow our horn a bit. Two years ago we started a series of advertisements in the trade press urging the formation of an association or bureau lor the promotion of radio as an advertising medium. Our rirst copy was headed "Let's (jet Together." We called for a national "business association." We asked that the stigma be removed once and tor all from transcrip- tions. We pointed to the aggressive and unified action oi newspapers and magazines in their respective fields, and contrasted it to radio's complacency and lack oi interest in counter measures. It was incredible to us that radio, the youngest and fastest growing of the major advertising media, could continue to operate without any central direction, research or industry promotion. In the field of Selective Broadcasting, the surface has barely been scratched. Although the hundred million dol- lar volume mark has been reached, we sav it should and Pa could he three or four hundred million dollars yearly. For all of its rapid growth, radio still has tremendous sources of untapped revenue;. There are thousands of ac- counts presently confining their advertising to newspa- pers. Some are national, many are regional, hut all are Selective Broadcasting prospects. They are first line pros- pects for B.A.B. effort. They can be sold for radio by re- search, promotion and organized cooperation. This means the salvation of many AM stations and new revenue for established stations feeling the first pinch of competition. Broadcast Advertising Bureau is a big step and one in the right direction. The all important problem of sales has finally been lifted from the sub-committee cellar to its proper level in N.A.Ji. activities. We now have a prom- ising BUSINESS association that is worthy of every- one's dues and support. Here's to B.A.B. '^P^S f H. Raymer Company, Inc. *ADIO AND TELEVISION ADVERTISING York Boston Detroit Chicago Hollywood San Francisco l!i;PIII!T WGAC-land! \\ t. \< reaches uiori' people ( ■ 2 '"v eon- tour) ih. -in live in all i ho following cities 4*oiiihiii4'lMir» ... Spartanburg ... Co- lumbia . . . Charleston ... tpreenville ... Sa- vannah . . . Columbus ... Mneon. iiLii-iiiiiii has a populal ion of 988,500 people. ic Augusta .hmoiiiKs for only 10% of I lie \Y4i.\C primarv coverage popula- tion. Lrl Wlt.lC or .\rvru- Hnatlrl Ivll i/ou a hat We hut i- tlanr far ntln-r advertisers in ihr arral \Y1r.\1' marlivl — and hair we ran tlr- lirrr a arral (arm ami liium- marln'l far tfan. WGAC Augusta. Iicur^i.-i 5,000 watts....580 Kc ABC Network RTS. . .SPONSOR REPORTS. . .SPONS -continued from page 2— AP news on over 1,000 stations Associated Press passed 1,000 mark in radio sta- tion members during April. Thirty-three stations were elected during week of 26 April. United Press reported during same month that it is servicing 1,200 stations. CBS pro-Pulse CBS is pro-Pulse in any current rating battle. This goes only for Pulse cities, Philadelphia, Boston, Cincinnati, New York, and Chicago. CBS owned-and-operated stations don't like the Hooper listening picture in TV towns where it has stations . American way of life to be sold via e.t.'s America's Future, which sponsored an ABC program a few years ago, is now going to public via a transcribed series which is being offered stations and sponsors without charge. Series has contest tiein, giving $200 bond for best letter each week, as well as copies of Thomas James Norton's The Constitution of the United States . Purchase of TV sets at 3 % saturation Current TV sets in home represent only Z% of video set market, states John Craig of Crosley. More radio sets will be sold in 1949 than were sold in many pre-war years. Jack Bundy owns Heinie name Heinie (Jack Bundy) has won Wisconsin Supreme Court round on right to his professional name, Heinie. He did not win right to a slogan which he used on WTMJ, judge ruling that this would be unfair competition. "Lucky Pup" has different sponsor for four out of five telecasts How TV differs from radio is demonstrated by CBS "Lucky Pup" sponsorship. On Mondays, Popsicles sponsor program, Ipana sponsors it on Tuesday and Thursdays, Phillips Packing presents it on Wednes- days, and U. S. Rubber on Friday. No daytime or kid program in radio has such a mixed sponsorship as this. 40 SPONSOR . . is for apples which put Wenatchee on the map. And if you want to polish apples with folks in this $45 million \\ enatchee industry get your program on ABC . . . 92% of all radio families there tune in ABC regularly. Yes, and the ABC Hooper index in Wenatchee was 90.5% at last reading, . . is for cows, which turn the green grass of Sonoma County, California, into oceans of milk and 97 million dollars. If you want to skim the cream off this strictly grade "A" market, remember that ABC is listened to regularb h\ 85% of the radio families in this rich dair\ region. . . is for Bremerton and its $61 million boat-building business. For clear sale-ing in this Washington shipbuilding center, anchor your advertis- ing to ABC... 86% of Bremerton's radio families listen regularly to our shows. ABC delivers virtualK all the Coast market, inside, outside and all around the town On the coast you cant get away from ABC FULL COVERAGE . . . ABC's improved facilities have boosted its coverage to 95.4% of all Pacific Coast radio families (representing 95% of coast retail sales) in coun- ties where BMB penetration is 50% or better. IMPROVED FACILITIES. . . ABC, the Coast's Most Pow- erful Network, now delivers 227.750 watts of power— 54.250 more than the next most powerful network. This includes four 50,000 watters, twice as many as any other coast network... a 31% increase in facilities during the past year. GREATER FLEXIBILITY. . .You can focus your sales impact better on ABC Pacific. Bu\ as few as 5 stations, or as many as 21— all strategically located. LOWER COST,. . ABC brings you all this at a cost per thousand radio families as low as or lower than an) other Pacific Network. No wonder we say— whether you're on a Coast network or intend to be, talk to ABC. THE TREND TO ABC... The Richfield Reporter, oldest newscast on the Pacific Coast, moves to ABC after 17 years on another network, and so does Greyhound's Sunday Coast show— after 13 years on another network. ABC PACIFIC NETWORK New Kraut: 30 Rockefeller Plaza ■ Circle 7-S700-Dt:THon : 1700 Stroll Bldg. ■ CHerrj 8321-Chicaco: 20 N. Warier Dr. Delaware 1900— Los Angeles: 6363 Sunset Blvd. • HUdson 2-3141— San Fiiancisco: 155 Montgmm,, Si • EXI 9 MAY 1949 41 Mr. Sponsor asks... \\ hal is the relationship between leisure and I ist «'iiiiig?''' Alfred R. Nathan Vice President in charge of advertising Ronson Art Metal Works, Inc. The Pieked Panel answers >lr. Xiii licin It is prett) much of a common- place b) now that the average per- son spends more lime listening to his radio than he il o e - an\ thing else except work- ing or sleeping. According to the Nielsen reports [or the first nine months of I 'Jill, tin- average famil) spends four hours and 19 minutes per daj at the radio, which represents a Hi'; increase over the 1946 figure of three hours, 55 minutes. During the 1948 summer I July through Septem- ber) the average home set was in use three hours and 38 minutes, also a 19'/' increase over 1946. But an analysis of the use of home sets alone doesn t give us a true picture- especi- ally in the Miminer time. I nfortunately, neither the Nielsen fixed -ample of homes nor the I loopei -ample of telephone homes in 36 cities provides us with a correct index to /"/\\ is exposed to fewer competing com- mercials which tend to "unsell" him from the given advertiser's brand. I n- til we know something about sale- effectiveness of radio, it is impossible to determine the importance to spon- sors of seasonal variations in radio. Another kind of information which would he ver\ useful in connection w ith this question both to advertisers and broadcasters has never been ob- tained, though it readily could be. I refer to exact information on what people are doing throughout the da\ in different seasons of the year. Such a study would cover activities in con- nection with all advertising media, as well as all other activities. It would show advertisers the relative size of the audience of all major media at differ- ent times of the vear. It would enable broadcasters to adjust program struc- ture to peoples interests and activities. Matthew N. Chappell. Ph.D. The Psychological Corp. New York Since radio pro- graming is not static throughout the year, it is difficult to deter- mine how much of the "summer slump" is due to changed pro- graming and how much to changed habits in listening. In any case the "slump" occurs mostly during the evening hours. Accurate data on away-from-home listening during the summer is not available, but Pulse studies of automobile and beach lis- tening reveal that its extent is con- siderable, and that independent sports stations get the lions share of it. Analysis of quarter-hour sets-in-use figure for the four summer months I July-October) versus the four winter months I November-February I in 191!! for the five Pulse Cities reveals the following differences: FIVE-CITY AVERAGE SETS-IN-USE Sit m mi r It nili i 6 a.m.-12 noon 17.9 19.0 12 noon-6 p.m 23.7 24.2 6 p.m.-12 midnight 26.4 80.4 The "slump" is not as great as ad- 9 MAY 1949 wfrt 00ttts and Satisfied Clients! 8:00- 9:00 p.m. Chicago Symphony Orchestra for Chicago Title & Trust Co. (Wednesday) 9:00- 9:30 p.m. Treasury of Music for Chicago Federal Savings & Loan 9:30-10:00 p.m. The Deems Taylor Show for Dolcin Tablets 10:15-1 1:00 p.m. Music Lovers Hour for Goldenrod Ice Cream 1 1:00-1 1 :30 p.m. Community Concert for Community Builders Listening to good music is steadily becoming more popular. 29,000,000 people — one-fifth of the nation's population— are confirmed concert- goers. And WCFL- 50,000 watts and 1000 on the dial — offers the finest of music nightly. Sponsors in the tremendously important Chi- cago market find WCFL an ideal avenue of ap- proach to the vast audience of music lovers. Triis is clearly indicated by the fine-music program listing above. For information on joining this distinguished music family — and on WCFL rates, which mean lower costs per thousand lis- teners—get in touch with WCFL or your nearest Boiling Company representative. WCFL 50,000 watts • 1000 on the dial The Voice of Labor 666 Lake Shore Drive, Chicago, III. Represented by the Boiling Company, Inc. An ABC Affiliate 43 WFBL SYRACUSE, N.Y. ■ n HOOPERATINGS OCTOBER 1948 THROUGH FEBRUARY 1949 in 27 of 40 quarter hour daytime periods— Mom thru Fri. 2nd in 10 periods 3rd in 3 periods WFBL had 13 Quarter-Hour Periods with a rating of 9 or better. No other Syracuse station had a single period with this rating. Free & Peters will be glod to show you the complete quarter hour breakdown. HOOPER S^Xfic-<^- Audience Oct. 1948 thru Feb. 1949 WEEKDAY— MONDAY THRU FRIDAY WFBL Station B Station C Morning 40.2 Afternoon 38.4 28.6 19.4 20.6 19.2 Station D 7.1 12.9 Station E 3.2 9.6 Ask Free & Peters for the WFBL Market Booklet and Availabilities. WFBL BASIC CBS IN SYRACUSE . . . THE NO. 1 STATION WITH THE TOP SHARE OF AUDIENCE MORNING, AFTERNOON OR EVENING •-4 vertised. Networks suffer a drop in listening, which is partly made up by an increase in listening to indepen- dent-. In New York, despite a drop in total listening during the summer months of 1948. listening to inde- pendent- was higher than the w inter figure. Percentagewise, the indepen- dents drew 39.8% of listening in the winter. 45.7% in the summer. In Vugust. 1948. a sur\e\ of auto- mobile radio listening in Boston re- vealed that sets-in-use between 10 a.m. and 12 noon averaged 22.6. and 33.6 between 2 and 7 p.m. Comparable sets-in-use figures for at-home listen- ing in July-August were 22.7 and 29.4. respectively. A coincidental study of radio lis- tening at New York beaches on week- end afternoons found more than 75% of the portable radios tuned to inde- pendent stations, with sportscasts get- ting most of the listening. Away-from-home listening is large, particularly in the summer, but the problem of getting a representative cross-section is difficult. The normal radio audience is made up more of women than men. Conjecturally. lei- sure-hour listening reflects a greater program selection by men. and this would account for the summer in- crease of listening to sports and other non-continuous program types on in- dependent stations. Dr. Sydney Roslow Director Pulse, Inc., N.Y. The question as- sumes that what happens to radio in the summer is due to what hap- pens to leisure. I am not so sure that the pre- sumed lack of in- terest in radio in summer is en- tirety due to the competition which summertime leisure pursuits oiler. The over-all seasonal drop in radio listencrship usually begins in March and continues through July, which is the low point. It is certainl) due partly to season, bul there are some interest- ing point- to be made about it. There i- a seasonal rise beginning in August. which i- certainl) part of the summer. Furthermore, the summer replacement SPONSOR LouULohu 166,470 more Radio Homes now in our primary area! Power jumps ten times! Radio Homes jump from 59,990 to 226,460! Everything's up but the rates— in "The Louisiana Purchase." Same rates — 400% more Radio Homes. And for the first time these additional 166,470 Radio Homes have full, pri- mary NBC daytime programming. Figure it any way — the new, powerful KTBS is the best radio buy. Truly— more than ever— "The Louisiana Purchase!" O SHREVEPORT New York Detroit San Francisco Boston **0 "ITM A*» Notional Representatives 5,000 WATTS AT NIGHT KILOCYCLES w 10000 WATTS 9 MAY 1949 45 IN EASTERN NORTH CAROLINA TOBACCO IS KING \ WGTM Covers This Rich Market . . . with a King- Size Voice! Write or phone us or our National Representative "THE VOICE Or THE GOLDEN PLAIN" WILSON, N. C. 5000 Watts -Full-Tim* 590 Kilocycles Serving 1,125,000 People NATIONALLY REPRESENTED BY WEED AND COMPANY vogue, born of a desire to save mone) when the audience was reduced, has actually lowered the level of entertain- nint and further depressed the rating already summer-slumping. And lastly and most interestingh . onh two of the four major networks show a marked over-all seasonal variation in the ratings of the shows the\ earr\. The two which tarry the hulk of the big varietj and dramatic -how-, which are most often replaced b\ summer substitutes, have the biggest ups and downs of their seasonal curves. This suggests, it seems to me. a \er\ definite possibility that certainh not all, but at least a part of the summer -lump may be due to the qualit\ of entertainment rather than competition from summer activities. An examination of attendance at motion picture theaters lends support to this contention. The monthly index of such attendance during the summer is as follow- i average is 100) : May 98 June 90 July 98 August 105 September 102 The only really bad month at this time of the year for the movie exhibitor is June, not the month of hottest weather and not the height of the summer sea- son. Not all theaters are air-condi- tioned, either, and it cannot be flight from the heal and humidity which ac- counts for those summer ticket sales. If people know a movie is good. the\ pationize it even in the summer. Similarly, with millions of car radios and portable sets providing ac- cess to the air even on summer excur- sions, there is reason to believe that the public will tune in. given the right kind of entertainment. J wins L. WOLCOTT ludience Research. Inc. New York * ■•> * SUMMER LISTENING (Continued from jhi^<' 25) boat basins in and around New \ork, \i w Jersey, and Connecticut, puts radio-equipped motorized boats at 92' i and unmo|oii/ed licensed craft at 85%. Since there is a considerable quantit) of bottoms which do not anchor ;il basins, tnosl authorities feel ihato.V, is a fait figure untilamore detailed survey indicates otherwise. \\ hen boats are being used, their radios are in use today far more than thej were in L940 when the WOR sur- \e\ reported 31. •' ■ of the radio- equipped craft had their passengers en- joying radio. Sets are better and sta- tion signals are better. The floating radio sets-in-use figures are onh indicative, not conclusive. In order to mean a great deal to a sponsor it would he neeessan to have figures on usage of the boats I number of hours pei week and numhei "I weeks per year). It would be also important to have a current figure on the num- hei of passengers per boat, i It was 4.1 in l')K» II owever, one thin* is sure. This listening is important. There are few distractions when boating. Listeners can't walk into the other room. (At least not on most boats. ) There is a socio-economic fac- tor that also should be taken into con- sideration. It costs money to own and take care of a boat. Boat owners spend money. As a group, there's only one season during which they can be reached — in the good hot summer- time. There are no finite estimates of the number of radio-equipped craft in use throughout the I .S. There is. <-«'! i li<» MoM on I of a Billion Dollar Market OF THE RADIO HOMES Reach an area with 172,880 radio homes — equal to 81% of the radio homes in the entire State of Ne- braska. OF THE BUYING POWER Two "Big-Town" hometown stations that reach an area equal to 60% of the buying power of the Entire State of Nebraska. 1 LOW RATE kinn kim \ Omaha Lincoln World Insurance Bldg. Omaha, Nebraska Natl. Rep: RA-TEL. INC. MUTUAL EXCLUSIVE IN THIS AREA 46 SPONSOR New York's biggest early-morning audience tunes to WCBS *»CBs.. cast Penod' Station B ..' '''27 Stat'°nC. ,.S^"gl>asMdt,S7On0-::::'-3 ^\^utinNddl^rsfpJace ^^^ fop ^ Represented by Radio Sales Blue Chip Programs at penny-ante prices! Let's face it! Live-talent program costs are soaring. Television is commanding a place on advertising schedules. And times suggest a little belt- tightening. So, when you shop for local radio, you want to be offered more than air time. You want ideas . . . sharp, inexpensive ideas with the promise of a real sales hypo. In short, you want a blur-chip program at penny-ante prices. You want a local show that will compete with network talent . . . big names, big-time format., .a listenable framework for your commercials. Above all, you waul a flexible show that can be tailored to your individual merchan- dising requirements. Right? Will a "record show" (ill the bill? No! lis not "big-time." Will an open-end platter. . . a "canned package" do it? Maybe, but what about cost ? Will a well - integrated transcribed mu- sical show that feature- top stars, patter and late tunes win audience for you? It certainly should, it there s an idea behind it and the price is right. Capitol Transcriptions' unique library program service provides you with just this sort of big-time, low-cost musical show. To get the whole story, send today for the free demonstra- tion discs, lull details. UNIQUE LIBRARY PROGRAM SERVICE I Capitol Transcriptions, Sunset and \ ine, Depl - >9 Hollywood 28, Calif. 5end me your FREE demonstration discs, without obligation. Name Station Vlilress — I it Posil i"n Slate however, no question but that pleasure craft usage is increasing every year — ami radio listening on board these eraft is an every-day oceuranee. While most advertisers admit that radios on boats may have a high in- cidence, there is a feeling that onlv a few families have boats. It will sur- prise many, except those who own boats themselves, that boat ownership is not restricted to the upper-income brackets and each year boat ownership increases. But even if advertisers want to ignore the major and minor yacht club contingent, it is more difficult to ignore the millions who go to the beach during the summertime. The "beach is no longer restricted to lakes, rivers, and salt water areas. Pools are now located in every city and town of any size whatsoever. If they're not right in the town, as they are in most metropolitan areas, they are between towns and cater to a number of small population centers. A checkup by a manufacturer of portable radios of 26 pools* throughout the U.S. indicates that one out of every five groups en- tering a pool brings a radio set with it. In terms of single bathers, this was one radio set for every 14 swim- mers (sand or water). Several of the great pools now sell replacement batteries for standard portable sets. There are a few pools that ban portable radios, but they are the exception, not the rule. At- tendance at pools throughout the U.S. runs into the multiple millions daily. Back in 1939. WOR conducted a survey of portable sets at New York beaches. While WOR dominated lis- tening in the checkup, it must be re- membered that it did so during the hours checked (daytime) because of its baseball coverage at that time. Port- able sets tuned to baseball during the daytime on beaches back in 1939 re- presented 54.9' , of the sets. On the three beaches checked by Hooper- Holmes in 1939 there were 630 port- able radios, of which 171 were in use. The most populous beaches in the New York area were not checked. This was ten years ago. Last year 1.000 people leaving the >ul»\\ a\ at Cone\ Island were clocked on what the) were cam ing to the beach. Three hundred and thirty-eighl carried a portable radio or something that looked like one. Lost-and-found department of the i Please turn in page 51 i \ small sample. 48 SPONSOR EASTERN Sales Manager WESTERN Sale* Manager 9 MAY 1949 Wythe Walker Tracy Moore 551 - 5th Avenue, New York City, N. Y. 6381 Hollywood Blvd., Hollywood, Calif* 49 That's what all buyers, of K-NUZ time give the fine results their clients get from K-NUZ's Texas style programming and spot schedules. CLIENTS' SALES INCREASE in Houston! AS K-NUZ HOOPERS INCREASE Jan-Feb. Feb-Mar Morning 11.0 1 1.9 Afternoon 9.4 10.3 Evening 11.2 10.4 NATIONAL REP. FORJOE & CO. Dave Morris, Gen. Mgr. k-nuz V "Your Good Aries Station" 9th Floor Scanlan Bldg. HOUSTON 2, TEXAS It.S. (Continued from page 20) Weintraub 's latching on to 100', of t he kaiser-Frazer account is credited b\ K.-F executives partly to that agency's adroit handling of the commercials on the Walter Winchell broadcast. \\ incliell alone was not expetced to sell cars in the K-F price range, but Weintraub lias done a job with the Winchell airings. Just as Weintraub pro- moled Drew Pearson into a top-selling personality for Lee Hats, just so is the agencj building Winchell into an ace car salesman. The switch from a hand lotion to an automobile was made pain- lessly, which ha- -urprised most advertising men. Nobody doubted W inchell - audience, but there were plent) of doubters as to his abilit) to move cars. Television program- have succeeded radio shows as door openers for new accounts at agencies. Practical!) am account executive who has a fresh idea for a TV commercial program i- welcomed by adver- tising executives, although they frequently tell him that '"we're not interested in changing agencies."' Three major switches of agencies to be announced this Fall will he traced to TV. p.s. i6BJ "The Automotive Picture — Port Two" ISSlie: 28 March 1949, page 26 Subject: Chrysler revamps its dealer-sponsored transcribed series with new show. The recent announcement by the Chrysler Sales Division of the Chrysler Corporation that a "new series" of thrice-weekly 15-minute e.t. shows, modelled after \hc%Chesterfield Supper Club and featuring Sammy Kaye's otehe-tra. i> due to start on 10 May is more than just a re-shuffling of a dealer-sponsored program series. It is, for one thing, a tacit admission that Chr\ sler-l'K mouth dealers participating in the series (by actual count, more than 9001 wanted a show that would do a selling job. and would no longer accept without reserva- tions a -how that could not build a mas- audience. It also marks an end to nearly a year of programing the five-minute Animal U orld, a show which was the delight of the humane societies and of dog- fancier David A. Wallace, president of the Chrysler Sales Division, and just about the toughest show in radio to merchandise suc- cessfully. Actually, there had been many behind-the-scenes stresses and strains before the announcement of the new series was made. Many dealers had grumbled about the thricc-weekh Animal If orld series, which earned Wallace a roomful of trophies from humane societies, hut did little to promote the sen ice facilities or new cars of Chrysler- I'lymouth dealer-. Some dealers felt. too. that the manner in which the shows were placed (the agencv. \h( ann-Fi iekson. had orders to do the timebuying nationally, thus collecting its 15%) was a little high-handed on the part of Chrysler, since any attempt to place the e.t.'s, like a mat service, at local rates only brought the 15% agency commission back to the dealer again -billed on his factory Farts \ccount. Continuing, however, i> the other twice-a-week (Tuesday and Thursday) show in the Chrysler-Plymouth series, The American \\ ay. Like Ammal \\ orld, it is a five-minute e.t. program produced and packaged 1>\ the ad agenc) and distributed to the dealers for sponsorship, but unlike Inimal World, it is designated primaril) to mi ei dialer need- for a -how that has the \\\'A\ promotion potential nere— ai\ in theemienl -riamble Im bu-me-- in higher-priced auto lines and set \ ice, The new quarter-hour musical e.t. series, Sammy Kaye Showroom, will probahl) run on a VIonday-W edne- t New York subwa) system reports li u iid reds of portable radios lost monthl) on branches of the under- ground that end at beaches. This. it"> explained by specialists in why people lose things, is not because the travel- ers want to forget the darned things I this is the case with man} other lost- and-found articles), but because they come to the beaches heavy-laden, rush to get out before the doors close, and thus are liable to leave practically any- thing behind, including baby. Average number of listeners to a portable radio in use at a beach varies. If it's tuned to a baseball game it'll run as high as IS. If it's tuned to a disk jockey or other form of music, it'll have an audience no more or less than it would have at home. While sales of radio sets for homes have recently declined, the sales of portables continue high. This isn't an accident. Portable sets are in the price range that most families want to pay for a second or third radio. That alone hasn't increased the sales. Dealers push them because they are far less trouble from a service-department slant than other sets. There's still another reason for port- able-set sales. In WBT's area I Char- lotte. N.C. ) the station is using as many as 20 and as few as 12 station breaks to sell the idea of buying port- ables, daily from 15 April to 15 May. The station does not sell the "buy portables" breaks, it gives them to the radio industry. . . . And portables are moving out of radio dealers" shops in all the great area served by WBT. The progressive Charlotte station may have given more time to portable selling than other stations, but WPEN in Philadelphia tied in with the local dealers' association to do the same job — get portables in the hands of con- sumers who use them — to tune the sta- tions that pushed the idea. WPEN made sure that its promotion produced listeners because every set sold had a special WPEN reminder on the chassis. Farm areas have been receiving summer-absence treatment from many advertisers. What's forgotten is the fact the farmer in main areas of the I .S. receives as high as 35% of his annual income during June. July, and August. In the Northwest this drops to 24' (. but that's still one-quarter of his annual income. In September the you get both with ♦499,379 RADIO HOMES WMC NBC • 5000 Watts- 790 WMCF WMCT 50 KW Simultaneously Duplicating AM Schedule First TV Station in Memphis and the Mid-South National Representatives • The Branham Company Owned and Operated by The Commercial Appeal 9 MAY 1949 51 Northwest farmer receives l'>', of bi- annual take. A check-up of the farm buying habits (see / all Buying, page 26 in this issue) indicates that the blve-jeai contingent makes up its mind ii the humid months. Earl) fall buying is not determined in the fall but in August and even in some cases in late July. Il- iairlv evident that summer lis- tening awav from home is high. It's also evident that there isn't too great a decline in listening to daytime serials even at home. (See Daytime Serials, 12). What may be questioned is the buying power of the listeners. Next to Christmas and ahead of Easter buying is summer-month spend- ii Over 50f/i of the American fami- lies save for their vacations. Resort and summer clothing takes a good part of the monies not actually spent for accommodations or transportation. Indicative of the size of vacation ex- penditures are figures foi New York Slate, which exceed $1,000,000,000, the figures for the Twin City vacation area, in excess of 1200,000,000, and the $] 16,000,000 spent in the State of Washington bv vacationers. . . . and don't underestimate the importance of automobile radio. In the summer it has a tremendous im- pact. The Slate of Washington's visi- tors (588,000 of them I came 190,000 Strong bv car. and lcs- than five pel cent of these ears were minus radio. Auto radios are important to listen- ing all year "round. In the summer- time the) re not just important, they're vital. \nd don t ever forget, drivers listen to music, -ports, and news. The sum- mer radio non-advertiser loses more than he knows — no rating service tells the truth in the summertime. * * * DAYTIME SERIALS (Continued from page 33) ing her fiance persisted in wearing his hat in the wedding scene. "M) head is cold.'' was his miserable ex- planation. "'Look at him!" wepl the actress to the director. "Wearing his hat at a time like this!" But — to be fair — such fervent dedi- cation is the exception. Most members of a cast read their lines (dressed com- fortably), with minimum protest at some of the inanities the\ must voice. They mav not understand win (as will be discussed in another article in this -cries I most of the taboos and verbal circumlocutions peculiar to soap opera arc genuinel) necessary. But the) have a chore to perform, and the) u-nallv do it gracefully. The customar) practice in handling vacations for the serial cast is to write out the part for the period the plavci is to be awav. It's not difficult to send a character awav logicall) from the immediate scene of action, when the situation i?- planned in advance. In one instance where it was not logical to have the character off the stor) scene, the writer silenced her with a sore throat. Another actress emitted unintelligible grunts and gurgles for four week- to signif) the presence of the first actress. While no sponsor ever undertook a -iinlv to ascertain exact!) how man) listener- would lie seriousl) dis- illusioned to hear their heroines -peak in new voices during summer months, there are great sacks of letters ever) \ear that indicate the elleet mijdil he deadlv among thousands. I hi-, of course, is dut- to the strong identification that housewives feel with the heroines and other character- ol their favorite --trips. When it hecome- necess arj to replace permanentl) an actress plav ing an important role, the producer may use several "gimmicks" to make the transition less noticeable. He may, for instance, have the role written out for a week or two. remov- ing the character from the scene on some reasonable pretext. The new actress, when she takes over, may imitate characteristic voice inflections of her predecessor. One writer had the heroine undergo an operation on her throat, which ac- counted for the voice of the new actress. Ever) producer has his own way of handling the situation. \ switch in the lead, however, is often con- sidered so d\ namite-laden in its possi- ble disturbance to listeners that a sponsoi executive -it- in with agenc) and package produce] 'where the aiienev i-n'l the producer I to plan the strateg) of the changeover. These problems would seem to arise in part out of the very characteristics that cause women li-teners of the < man Man -roup (65^5 of the popula- tion) to listen so consistenlK that the soap-opera listening curve drops less in summer than that of any other form of daytime programing. Their strong identification with the program, for example, results not from an active imagination, but from limited powers of imagination and an educated re- pression of spontaneoii- impulses. Another impulsion to year-round tuning of serials by America's Com- mon-Man housewife is that not even vacation time stops her life from be- ing a struggle to control the forces both within I instinctive and emo- tional) and without i threats to secur- it\ of home, romance, job, etc. I . There's no magic in summertime that make- the male-female relation- ship an) less startling to the Common- Man wife, hi that makes the relation- ship with men seem less threatening and likeh to lead to dispair. Daytime folk-tales have a year-round job "I helping their listener- face life with a little le-- antagonism, frustration, and di-illu.-ioii. \i home "i awa) on \ acation there appeal- I" be a strong tendenc) for serial "regulars" to keep contact with theii not-so-fantastic (to them) friends ol soapland. While systematic checks of summer away-from-home listening have never been made on a broad scale, some limited investigations have shown the opportunity for serial listen- ing at vacation resorts, and have demonstrated that dealers avail them- selves of that opportunity. \ Mid- Western agency for a pharmaceutical account discovered that in a certain Wisconsin hunting area and resorts in the Northeast and around Seattle. Wash.. 80' i of the summer bunga- lows had radios. Listeners in the Seattle area sample reported the) averaged hearing two ''Arthur Smith and His Crackerjacks" are so exceptional that last year The Billboard awarded them two first prizes as the best group of their kind on any 50,000-watt station in the country! The prize with these Crackerjacks is a TOP rating! Buy this WBT prize package and you win a Charlotte Hooper of 6.7— a bigger rating than you'll find on any competing station all afternoon long!* In 94 "outside" counties, Arthur ("Guitar Boogie") Smith and his boys have virtually no Charlotte competition. To get the big prize that comes with these Crackerjacks, get in touch with us or Radio Sales. Before they're sold. Jefferson Standard WBT Broadcasting Company 50.060 WAIT- . i HARLOTTE, N C • REPRESENTED B1 RA1 *Noon-6:00 I'M. Monday thru Friday; C. E. Hoooer. Oct 1948-Feh 1949 (10 SALES Exampie #14 7 For more than 27 years Ginibel Brothers, Philadelphia has sponsored the "Uncle Wip" program. For the past three years "Uncle Wip" com- mercials have been devoted exclusively to Buster Brown shoes . . . and Gimbel Brothers, Philadelphia, has become America's Number One outlet for Buster Brown shoes! WIP Philadelphia lttt si<- Mutual Represented Nationally i:i»\VAItl» I'llHY & CO episodes a week of their favorite day- time program. In all three of these areas, women staying in summer bun- galows said they listened to the radio about 20' < more than they did at home. In a diar\ study covering 100 resort bungalows in still another area, a Mid- western universitv graduate student found that 52' < of the families fol- lowed one or more da\time serials. This placed the cliffhangers fourth I after mysteries, quiz, and news) in program types listened to most 1>\ all families together. These bungalows were 99.5% equipped with radios, compared with Jitl'r in the areas mentioned before. The majority of advertisers still don't like to make premium offers on serial programs in the summer. The most important reason customarih of- fered is the drop in listening. Still, some sponsors gi\c more weight to such factors as nature of the product, direction of the sales curve, time of previous offer, etc. For instance. Whitehall Pharmacal Company in 1947 offered "Perfume Earrings" on Helen Trent as late as August, and last year offered "Carnation Earrings' 10-25 June. Procter & Gamble, on the other hand, usually assigns a special promo- tion period to each product to avoid multiple overlapping promotions. The hory Soap premium promotion start- ing 1 August last \ ear was one of the most successful in its history. Premiums arc worked into the stor- ies of most serials, starting two or three weeks ahead of the actual com- mercial offer. This gives the cast an opportunity to build the premium up b\ sentimental association with the heroine, who usually receives the item, perhaps a piece of jewelry, as part of the stor\ action. Casts do not always take kindly i in rehearsal I to the coos, gurgles, and exclamations over the item demanded b) the script during the build-up. Hut on the air they competently portrav the necessarj sentimentality. Frank llummert is credited with the idea of the first serial premium offer in the early thirties. I lie response to his first offer of a picture of Ma Per- kins was so sensational that the prac- tice, has been standard ever since. Premium olTers on Benton \ Bowles serials, unlike the customarj practice of mn-t others, are seldom written into the scripts of the show. The agency I Please turn to page 70) 54 SPONSOR We call 'em "folk singers* tn Baltimore All Baltimore folks aren't opera fans. There's a heap of 'em who think the singing and sky- larking of Slim Stuart and "The Plainsmen" about the best kind of musical show there is. You know the format - Happy Birth- days- Dedication Numbers — Instru- mental Solos and a lot of good- natured fun. They enjoy it, the audience enjoys it and we think you'll enjoy the lift they can give your sales. A few availabilities are open Monday through Friday between 5 and 5:30 P.M. BALTIMORE LIKES THESE LOCAL SHOWS, TOO! RAY MOFFETT 'Musical Clock," 6:00-9:00 A.M. HAL VICTOR SHOW 5:30-5:45 P.M. . . . and every program and announcement on WCAO is duplicated on WCAO- FM (20,000 watts) at no additional cost to the ad- vertiser1 WCAO *> CBS BASIC • 5000 WATTS • 600 KC • REPRESENTED BY RAYME 9 MAY 1949 *76e 1/i 1 1 this fall. Tin- theor) be- hind this is thai Bt i le - audience is a slam-bans comedy audience and then fore will i eall) go for the loud-mouth routine- o| the theater's screwball comedian-. There was a period in the early days of radio- ("1>> when this network used a top-flight si staining program to build up listening foi a time period and then sold the time pei iod, not the pi og ram. to a sponsoi . I he ad\ erti-ei then put his ow n pro- gram in the -lot which had been buill up. and fell lie was collecting upon the previously developed audience. \- a mattei of record, some of the com- mercials lost the audience which had been listening to the CBS sustainer, and others were able to hold on to it. Vdmiral, which has been sponsor- ing it- own original music revue on < l'>-\ will give the production a vaca- tion and spend it- 1 \ monej on the T\ version of Stop the Music, which ii in i\ keep as a vehicle this fall to supplement the re\ ue, if ii doe- as well visually as it has done aurally. Stop the \fusic will cost Admiral a lot less than the 818,000 which it i- sup- posed to he pav ing for the ie\ ue. The Goldbergs taking a hiatus doe-n'i gillie make the sense thai other i Please turn to page 65 I lh SPONSOR third in a series explaining why SPONSOR is the best buy Do they love us at McCann-Erickson? or at Roehe, Williams & Geary? McCann-Erickson Subscriptions to SPONSOR Home 8 Office 19 11 Executives 7 Timebuyers 4 Acct. Exec's 2 Radio Dept 2 Radio Dir's 3 TV Director 1 Some McCann-Erickson clients who subscribe: Cresta Blanca Wine, California Packing, Chesebrough, Columbia Records, Fawcett Publications, B. F. Goodrich, Humble Oil, John Hancock, Lehn & Fink Products, Leisy Brewing, National Biscuit, Ohio Bell Telephone, Pillsbury, Schenley Distillers, Soil-Off, Esso. Westinghouse Electric, Standard Oil. Says Hill Dekker. McCann-Erickson: "Reading SPONSOR i~ a must with me. It has to be, with so many of my associates and clients always quoting it. Besides. it'~ good reading. Reading SPONSOR, reading it regularly and enthusiastically; is a confirmed habit with thousands of broadcast advertising buyers. Vnd win not? SPONSOR is their magazine, edited 100' < for them. Three out of ""i>*irv four copies (8,000 guarantee l go to timebuyers, • um\executi\es. advertising managers, heads of sponsor firms \n averaVe of \t)] ■_■ paid subscriptions go to people at each of) the 20 top radio-billing agencies. No other radio pulJication can make this claim. Ask a*fy timebuyer fepr< tentative. or \our own national You're sure to hit home with sponsors and agencies when vou advertise in SPONSOR Roche, Williams & Cleary Subscriptions to SPONSOR 8 Home Executives Acct. Exec's Radio Dir's 4 Office Timebuyers Radio Dept. Some Roche, Williams & Cleary clients who subscribe: Revere Camera, Sears Roebuck, Studebaker, Sun Oil. NSOR 40 West 5.' .irk 19 For buyers of Radio and TV advertising For rhi 7th consecutive month, NBC presents advertisers with the largest average evening audience in network television* TV Hooperatings October through April is V. ' SUNDAY MONDAY pm TUESDAY WEDNESDAY THURSDAY Pm FRIDAY | SATURDAY ■VM DH IBS Dumnnt nBI 1 HB[ IBS numant nBC "' BBC (BS ob mont HB( | RBI US oumant 11 15 Dumnm nBC °" RBt (BS Du mam RjR 1 BBl IBS Dumont IM >•;.:;;.; M..„0..~, .,.„.,. <"£- ";■/,.■ -,5;t.r. saSr " . ^:: - = c™.., aas JH" ass Srir* SSH„ "•',:? tiV 11 Lr;„ c l,,-;„ %., ':;.:.. .&&L »:x;n "E? .tx -vr CBOtltlK !£F 'vr ce M^t aspr £.S-^. 8:15 8:30 8:45 -s- 9:15 9:30 9:45 -ID- ions 10:30 10:45 11- '& "=' ttriH PROGRAMS s~? ' I.' f X>£^ [_' • s"'p- «£■» *^c^"'' £ & -Ik, &.' JL »%& ■at ' i.»-,*„, . £ NC^,*' 4r <& e. —•* ,H C-M-Vpl- GullOH '11- a~ r.b. "?r ": sSs, SI . j|" •%., JH... c".. W #., £ SSH' 5E & T" j^: £S ft ■jsj" '%, 1^ ■£* acl >-- 1! Is? "sr *■■„ B Gvwi, 5£ SSSJ ^ !r "'"-'" _o^_ JL * SUNDAY MONDAY pm TUESDAY WEDNESDAY THURSDAY pm FRIDAY SATURDAY | ,^^^■1^ BBC IBS D" font nBC | BBC CBS oumontllBC e™ RBI CBS nuinont BBC | BBC CBS Duiriont BBC | BBC CBS Du mam BBC '"' BBC CBS Du mant BBC | BBC CBS numant BBC 1 fv-S 1 oH'o, 4:15 4:30 4:45 -s- 5:15 5:30 5:45 -6- 6:15 6:30 6:45 -7- 7:15 7:30 7:45 "-sr* --t^r »"«-* H ,_ r^ | H ■::.'.'- '■ w' midwest 1 ».K-. $5? ""t^ H-^D-r, q«p Spring 1949 (Reviled May) -5- 5:15 1 "?• JSL Ti:1 "S" ■§• Radio Comparagroph in next issue PfJ SPONSORS «•»•« UgK, '••;,.:•' 1^. u 3L, UgJ. C.«lrr S. IflOp- &'.?» J Fwdi* Su '-« p » 6.....I Ucion MWf fcH pJ*. ftWft f *«■».«- i;>ui> u«„ s» i-oOp.T.. U »,/. T> liKp.m. «.d,o C«p •! *-. U-» » 00 p "■ «. J ttrwUl M-F *.SOpj«. •"s- °ts* „....;„„, "SS- -Ttt- r?r Ori*™! © ■H* €? *ft£r" Si. »s£f -;.:.- "iOK.*" l «£.,„ '"^■" 1 *Sr w ■ «£r a c';:r ~.^7" '(£.££" ,,„.,. ■"ar 6:45 7 CUNf-l £K •"••f- =" "™- "id. "swT" "™- ags cT^i "£T »•-"' .. tes- K G.A*N-dr. *C*»«"™ 31 fir -.<&& ,:.p. * W*"^l AnwSJ-M 7:15 7:30 7:45 -8- 8:15 8:30 8:45 -9- 9:15 ^ •a.- «. !W .™„ T HH" § ixEt SltpTfc. ug_ ■ffl? ™" CE" 4r 1=1 # -2S- % £;£ I "£* ,£. — '— S:£b iS: ££.- ^ IwuK d. Mil, tesr -..,.■' 1 PROGRAMS "SMS Ant- SI.*. tk JrOOpr^ 1*11... II 0. N.I To Dip- tin th* Crjil.l M M ■OOp.m 'tF 3s a™.„„ ass MiHfh, $r "3T *s~ c r A"S?" £B1 ->••;•- iS? » *■ ££ "■«£"• 9:45 -10- 10:15 L;?.:.;!,' 1 lass 10:45 -11- 1 1 1 -II- . TELEVISION'S MOST POPULAR SPONSORED PROGRAMS 8 OF THE TOP 15 TELEVISION'S LARGEST NUMBER OF NETWORK ADVERTISERS AND SPONSORED HOURS TELEVISION'S HIGHEST AVERAGE RATING - DAY AND NIGHT 'TV Hoopero/ings— April America's No. 1 Network NBC TELEVISION A Service of Radio Corporation of America tv trends Based upon the number of programs and an- nouncements placed by sponsors on TV sta- tions and indexed by Rorabaugh Report on Television Advertising. Business placed for month of July 1948 is used for each base TOTAL" AND TEN-CITY TRENDS \|>ril broadcast advertising in TV continues up in sponsor's 10- city control panel. Placement 1>\ advertisers in network, selective, and local-retail categoi ies is practically at the same ratio as March, with local- I retail being a little ahead. \\ ith more and more stations opening and still ' more and more reporting to Rorabaugh's TV Report from which sponsor projects its figures, the over-all index continues to jump. Local-retail is five times the business placed in July. I*' 18. while sclecthe is 3.74 times and network is 7.85 times. There is little change among the industry categories using TV. Radio and appliances lead in local-retail and net- work reports while jewelry (watches) leads at a selecti\e level. BREAKDOWN OF TV BY BUSINESS CATEGORIES JUNE JUir JUG if ft OCT NOV JUNE JULY AUG SfPI OCT NOV DEC FEI MAR APR NATIONAL & REGIONAL SELECTIVE Guy iicj low units ol business Biu month July - 1000 '/, 2168 nn 318 2 IMS 374 0' LOCAL RETAIL C-ii Jfcj total unili ot butincss- Bale month Jul) — 1 00 6 !83 0 J62 7 ]<>( 4180 5388 NATIONAL & REGIONAL SELECTIVE ask Join Bum & Co. about I lie Hums & Martin STATIONS IN RICHMOND Willi "AM WCOI)™ Will™ First Stations of Virginia RJSVLTCOUNT Twenty - seven years of solid growth in AM broadcasting is pretty good evidence that KDYL knows how to make those cash registers ring up sales for its ad- vertisers. Now — beginning its second year in telecasting, KDYL-TV "has amply demonstrated the show- manship and leadership that gets phenomenal results for users of this newest medium. National Representative: John Blair & Co. TV: SUMMER 1949 (Continued from page 56) hiatuses do. since it isn't a high-COSt show. The same is true of the Arthur (iodfrcv programs. Talent Scouts and Godfrey's Friends, which are rating leaders without being pockctbook emp- tiers. It would seem Logical for Lip- tun's Tea to stay on the air with the high acceptance that iced tea has. hut the radio tradition seems to be taking hold of TV before the medium has had an opportunity of establishing itself. It is the feeling of many TV agency- men that a hiatus makes more sense in TV than it does in radio, since it's difficult to look in on television during the sunlight hours, and since the sun continues to dominate hot-weather viewing in many sections of the nation as late as nine p.m. '"To operate in the sunlight will require receivers able to function under the conditions of a higher "ambient' light" than sets on the market at present," according to an agency director. This particular agency director doesn't question the appeal of TV in the daylight; what he questions is the ability of television receivers produced today to deliver an image that can be enjoyed in the sun- light. Unless receivers are produced that can be viewed in the daylight, hot weather TV is still questionable sum- mer entertainment. After nine p.m. there is a different approach to TV in the summertime. The problem is not the "ambient" light, but whether or not the viewers will want to look in or not. This is frankly a matter of program qualitv. With the Texaco Star Theater. Lambs Gambol, Ed Sullivan, and a number of other cool-weather shows off the air. it's a question whether or not there will, be enough compelling visual entertainment being telecast to bring the viewers to their sets. The new presentation of the Hit Parade both on TV and radio mav make a Saturda) night contribution which hasn't been present during the winter. The new showcases which the networks may produce will have to sell themselves, sans viewing habit, and in a great number of cases sans promo- tional effort, since TV has not vet been marked b\ am outstanding promotion intelligence. The fact that in a large section of COSTUMES for TELEVISION! NOW - Rent COSTUMES . . . for your Television Shows! . . . Technically Correct! . . . over 100,000 in stock! from Broadway's Famous Costumer. The same speedy service enjoyed by NBC, ABC, CBS-TV, WABD, WPIX and Major Broadway Pro- ductions! If outside NYC, wire or airmail your require- ments; 24-hour service when desired! EAVES COSTUME COMPANY Eaves Building 151 WEST 46th ST. • NEW YORK 19, N. Y. C sf obi, shed 1870 *Light in the i<">i is being viewed. •Ii the TV sel OFFICE 41 E. 50th ST. STUDIOS 510 W. 57th ST. NEW YORK Imjll'HIlHitl MURRAY HILL 8 116? 9 MAY 1949 65 the country there will be live presenta- tion^ instead of kinescope recordings, will help. Whereas there has been just one coaxial cable up to this spring, and that has made it dillicult for the four networks to compete as networks that's no longer live. \\ itl' three cables available most the da) and night, even though they are one-wa\ network-. summer fare will be far better techni- cally than it was during the winter sea- son. The Midwest hasn't been given much opportunitx to produce "greal video, except with Kukla. Fran, and Ollie. and comparatively few \BC presentations. Two-waj coaxial cables are important when both ends of the cables are important. That isn"t true. This will be the first summer test of TV. Prior to 10 10. TV wasn't a real Factoi in the humid-weather months. This summei will be a real test for the medium. Will viewers continue to concentrate as they do in the summer- time'.-' Will TV compete with the many outdoor attractions and other leisure appeals of the vacation period? \ \ ear from now most of these questions will seem infantile. Today they're the great TV question marks. BASEBALL (Continued from page 30) most of the costh games i where rights are high i have dual sponsorship. In New York only Chesterfield is without a co-sponsor of games. The Dodgers have General Foods and Schaefer Brew- ing; The Yankees. While Owl Cigars and P. Ballantine and Sons. In Pitts- burgh, Sealtest Ice Cream joins the Atlantic Refinding. The almost 200 stations presenting major league baseball are of course but a drop in the bucket of radio's presentation oi America's favorite sport. There are hundreds of cities where farm teams of the big leagues or local nines have even more faithful fans than the big teams. There was a time when regional and local spon- sors did not realize this, but today the good word has spread far and wide, and the San Francisco Seals, Norfolk Tars, Lynchburg (Va.) Cardinals, Rochester (N. Y.) Red Wings, Balti- more Orioles, and Amsterdam (N.Y.) I! ii g makers get just as intense, if not more faithful, listening than major league teams. The difference is that the fame of each team is restricted to a STUMPED! She says she'll marry me but refuses to leave town to go on honey- moon. Says she won't risk missing her favorite KXOK programs. What'll I do? Anxious Dear Anxious: No reason why your bride should miss ANYTHING on her honey- moon. Go on your honeymoon anywhere from west-central Missouri to Indiana, from Iowa to Arkansas. KXOK's powerful signal can reach her any hour of the day or night, even into Tennessee and Kentucky. Any John Blair representative will gladly help set your itinerary. KXOK, St. Louis 630 on your dial mix h smaller area than that of the majors. A few of the smaller teams have widespread folio wings. The Orioles and Seals are typical examples of such teams. Play-by-play broadcasts of the smaller teams extend the baseball air figure from 200 to nearly 1.000. This is still not the end of the summer impact of the game. Another thousand or more stations have baseball round- ups, forecasts, and hourly score broad- easts. The scores, inning by inning, are available from most news association wires, and all wire services have special baseball services which permit stations to do a good baseball show or series of programs without woiking too hard. Thus some stations attract, at certain hours, all the diamond fans in their areas simply by bringing the fans up-to-date on the scores of all games. Play-by-play broadcasts do not neglect this detail, but the handling of live games precludes establishing spe- cific times at which scores of all the teams can be aired. While most games are still daytime presentations, more and more games are being played under lights. In some areas, the teams will not sell the rights to the night games but they are aired in most sections of the country. This is an added reason why network sta- tions find it practically impossible to carry baseball. It means disrupting station schedules both day and night. Only an independent station is in a position to do this. This is as true of television as it is of standard broad- easting. Thus far. the daytime games have presented no problem to telecast- ing schedules, for most T\ stations are not regularly scheduling daytime visual programs at this time. However, when it comes to night games, the problem is just the same with tele\ i-ion as it i^ with regular broadcasting. Thus some network stations are al- ready farming out to independents — or other network stations with schedules which are not as tight — the night game-. Baseball is on the visual air w here- ever there are team- .nu\ stations. In a few areas nighl games are restricted. Thus far, onlj major league and a few big mi league team games are being telecast. The number of maiket- eo\ ered l>\ telei ision i» comparatively small (34), and man) of these are not majoi league markets. Baseball sponsorship (play-by-play) is not an inexpensive advertising 66 SPONSOR 2. SUGAR CANE HARVEST at Poplar Grove Plantation, near Baton Rouge. Louisiana's 1948 sugar cane crop 5,256,644 tons — represented 85% of the cane grown in this country for the production of sugar. Another valid reason why WWL-land is above the national average for increased income, increased buying power and general prosperity. WWL PRIMARY DAY-TIME COVERAGE 591,030 BMB STATION AUDIENCE FAMILIES 3. WWL'S COVERAGE OF THE DEEP SOUTH 50,000 watts — high-power, affording advertisers low- cost dominance of this new-rich market. Note: Coverage mapped by Broadcast Measurement Bureau. Some scattered counties, covered by WWL, are not shown. The greatest selling power in the Souths greatest city 50,000 WATTS CLEAR CHANNEL CBS AFFILIATE Represented Nationally by The Katz Agency, Inc. 9 MAY 1949 67 ft,WOW CAPITAL GAINS! NOTE . . . these observations on Radio WOW's Fall-Winter Hoopers . . . compared with a year ago. • The "Quiz Kids" (NBC) had a 7.9 rating a years ago — this years it's an 11.1. • The Skippy Hollywood Thea- ter (National Spot) had a 13.1 rating a year ago and this year it is 16.6. • The Fred Waring Show (mornings) had a 5.5 a year ago — and has a 6.7 this year. • "Amos 'n Andv had a big fat 30.0 on WOW a year ago. This vear, on "Station B" it has a 13.4. • "Ma Perkins" (NBC) had a 6.9 a year ago. This year it has an 8.6. *■ "Screen Guild Players" had a 14.2 last year on "Station B". This vear it has a 19.9 on WOW. • "Can You Top This?" had a beautiful 17.1 a vear ago on WOW. This year," on "Station D", it has a skinny 1.9. •k "The Hit Parade" had a nice 23.5 a year ago and a whop- ping 27.2 this year because it "stayed put". •k The 10 o'clock (night) news on WOW came up with a nice 19. The 5:30 I'M news with a 16.4; the noonday news with a good 10.3. *• The "Phil Harris" show has a whooper-duper 30.3 this year — a 25.3 a year ago! These are OMAHA HOOPERS. Outstate WOW's leadership is as good or better! That's why WOW done will do your advertising job here. SOOO WATTS • 590 KC ! JOHN J. GILLIN, JR., PRESIDENT! JOHN BLAIR, REPRESENTATIVE. medium. Chesterfields budget for the Washington Senators and New York Giants is in excess of $750,000 and the budgets of Goebel. Griesedieck, and Atlantic are not hidden in the shade b\ this figure. Games require a con- siderable amount of air time. Even though all baseball airings are sold on a package basis that has little or nothing to do with the rate card of the stations invoked, its slill a lot of money for an advertiser, even if it isn t for the stations. Even commit- ments for the sponsorship of the home games ol a small club run into real advertising money. It's a major deci- sion for a men's clothing firm like Mortan Men's Shop in Amsterdam. N. Y.. to sign a contract to sponsor the broadcasts of the 60 home games of the Rugmakcrs over WCSS. How- ever, there are ways in which adver- tisers are able, during the hot weather, to collect upon baseball without paving time charges for two hours or more, plus the charges for rights. Baseball delivers a special audience for spon- sors of baseball warmup and after- pieces. These 15-minute sessions have audiences that in size compare with fans who listen to the games. I The game audience must not be looked upon as one thai stays with the games for the entire nine innings, as the latter represents but a small portion, except during crucial or World Series games of the baseball listeners.) Where the sporteaster is a name or has a follow- ing, these pre-gamc and post-game ses- sions are top buys. For some reason \et to be determined, men's clothing retailers lead among the sponsors of I hoe sessions. Soft drink and hot dog purveyors also get in on the act some- where along the line. While most soft drink-hot dog sponsors do not have franchises to sell at the ballparks, the listeners aren't al the ballparks, either. There are hundreds of advertisers who get in the baseball acl without sponsoring either the games themselves, the warmups. afterpieces, or the round- ups. These sponsors bu) station breaks before and after the game-. In some cases, contracts make \\ possible to bin breaks during the games themselves, but this is the except ion, ii"i the i ule. It i- in the break spots that watches. drugs, sofl drinks shine. Men- cloth- ing retailers yen these breaks also bul since mosl breaks are restricted to 20- second announcements, retailers don'l [eel the\ can do enough "sell" to iu-tif\ the expenditures. Where break- time permits of 30-second or longer announcements, then the local haber- dasher sneaks in and finds a real audience. There is cooperative adver- tising mone) available to men's weaj retailers foi baseball game announce- ment advertising, and bigger retailers buy it- -when they can. Baseball and summer are Synony- mous. Sure, it starts in March-April and ends with the World Series (Sep- tember-October I but the nation's fans take out their fraus and the gang —in the good old summertime. And the\ listen when the) take a L5-minute break from the production line and when the sun's high and the coat's off. Current check-up says that there'll be 1.800 sponsors riding the coattails of baseball broadcast advertising this summer. and the top audiences in the daytime will be attuned to "b-a-t-t-e-e-r U-p-p-p-p " * * * FALL BUYING i Continued from page 26) how August advertising for September selling pays, but we think we've de- veloped a formula that belongs to us and we aren't ready to reveal it. vet." The stores use some broadcast ad- vertising (where they're radio-con- scious) for this pre-selling, hut since department stores are not leaders in the use of broadcast advertising. tli<\ serve in this case merelv to underline the fact that the summer is a good time to sell for fall buying. Consumer buying is currently off anywhere from ten to 20%, but bank deposits continue up. There is a great reservoir of buying which is read] to be tapped when consumer confidence has returned. The problem current!) isn'l an absence of cash reserves but of a public willingness to spend what the) have. Tales of increasing unem- ployment, although seasonal, pile on in tales "I decreasing Inning to create a backlog of product at the retail level. This has retarded movement of con- sumer products from manufacture] to retailer, and thus has caused layoffs and curtailed production schedules. \- -.mm as the desire for that summei vacation slail-. bank accounts will stop being a one-wav street and at least foi ten weeks a gnat portion ol the public will loosen their bell- and en- JO) a little -pending. i Please turn to page 71 I 68 SPONSOR 9 More Significant Facts For Radio Advertisers (About Mutual) New Week-Night Shows. Gabriel Heat- ter. Mutual's traditional 9:00 PM high- spot, moves, April 25. to 7:30 NYT. Our new schedule, featuring sequences, will have new listener appeal. Watch for it. "Million-Two" Plan. For advertisers who* can spend $630,000 net annually for time, this Plan provides maximum value and flexibility in network radio; schedules, sta- tion line-ups, etc., are tailored to fit. Rate Guarantee for One Year. "Going back for more money" to meet rate in- creases upsets yearly advertising budgets. Mutual is now the only network which gives a 12 -month time -rate guarantee. The Network For News. Swift, accurate, complete U.S. and world news is a Mutual forte: current "beats" keep us "up there." Name commentators and Special Events round out our listened-to News Shows. Package Plan, for advertisers using Full Mutual Network, provides three advan- tages: 1. maximum discounts; 2. all new Mutual stations added without cost; 3. credit for stations leaving the web. "Kid Shows." With "Tom Mix," "Super- man," "Captain Midnight," "Straight Arrow," "The House of Mystery," Mutual leads in presenting great entertainment for the youngsters; and makes sales too. Foreign Correspondents give us on-the- spot coverage, help us stay ahead. Our 19 newsmen are in Europe's capitals and in "hot news" spots — from Shanghai to Tel- Aviv, Seoul to Istanbul, Cairo to Manila. The Smaller Budget need not find the door to network radio closed. Mutual has a Plan to encourage the "small" starter and help him grow. The Plan is so sound even big advertisers use it in testing. tfft Lowest Cost per 1,000 Homes covered. Example: a Nighttime Quarter-hour Strip, Full Network, time cost only, based on Nielsen Network Audience Study— Mutual : 9U. Others: $1.07, $1.21, and $1.30. MUTUAL BROADCASTING SYSTEM WORLD'S LARGEST NETWORK DAYTIME SERIALS (Continued from page 54) docs Mot believe their writers should be forced to alter storylines via arti- ficial developments that musl be ac- counted for, in order to "sell' the premium. Premiums are usuall) han- dled altogether in the commercial time of the show . \\ liether or not most listeners ap- preciate this agencj polic) is a ques- tion. But there's no doubt that writers and east call it blessed. The cast oi Portia Faces Life i a Benton & Bowles show I. for the first time in the historj of the show, will record three weeks of seii jits this summer. This will en- ahle the storyline to unfold normalh and leave the entire east free during this period. The idea was still in the talking stage (as sponsor goes to press) at Compton and Dancer-Fitzgerald-Sam- ple, other agencies with a large num- bei ol ~< rials. (Jetting three weeks ahead on scripts instead of two i the ciistomar\ num- ber) isn't a major problem for most writers. Getting three months ahead, as one writer did. in anticipation of a long Florida vacation, could cause un- expected problems. The w liter drove himself day and night to build up the backlog of scripts. The agencj okavcd them. Then a sponsor executive decided he wanted a different storyline. By this time the writer had become so involved in his own fantasy that he couldn't delete from the lives of his diameter* the events he had alreadv created. The agency paid him for his scripts and assigned him to writing another serial, but he still took that vacation. While the season of the \ear max not have a great deal to do with da\time serial plotting, the lives of the radio-created characters do. While this author vacationed he had to bone up on what his new cast of characters had done. Which isn t what daytime serial listeners do. They listen 12 months a \ eai . I he\ know . * * * WANNA GIT THE REAL McCOY (Ky.)? • .' to ri-a''l« !')C If you're l'»"ke"j;v i ii .an 1>" """■""■ ,m;;,v>,.,^--nvaVE-: &^;:-:-;,'-;.;.M.., throughout !»»« - „n i Listeners actually hear Celebrities give clues about themselves :4 A MERCHANDISING 'HOOK" THAT GUARANTEES TRAFFIC TO THE SPONSOR ISoiv available in a few markets — Wire or Phone HAlTATE RADIO PRODUCTIONS 192 N. CLARK STREET • CHICAGO 1, ILL. • Phone RAndolph 6-6650 T/?ose /# f6e faou/. * * The more careful you are in the selection of your Miami Station — the more certain you are to buy WIOD! National Representatives GEORGE P.HOUINGBERYCO. Southeast Representative HARRY E. CUMMINGS JAMES M. leGATE, General Monoger 5,000 WATTS • 610 KC • NBC All WI0D-AM programs are duplicated on WI0D-FM without extra cost to advertisers 71 SUMMER REPLACEMENTS (Continued from page 37) whodunit and crimeshows, like Mr. District Attorney. This Is Your FBI, Suspense, and Fat \lun i all arc in the "First Fifteen'" of L-7 Vpril), as well as Sam Spade, Mr. and Mrs. Sorth, House oj Mystery, Lone Ranger, Inner Sanctum. True Detective. \ /< 7, Carter. and Sherlock Holmes -ta\ luring the summer months, without a break. Besides the important factor "I low cost, tin- sponsor of each of these (and similar adventure-mysterj shows that gi foi 52 week- a year) lias found that mystery programs draw well and acquire sizable ratings in the summer. Uso, each of these shows is sponsored h\ an adwrtiser whose product sells just as well in the summer as it does in the winter, and lor some, even bet- ter. Onl\ "tie nnstery show of an\ consequence, The Shadow, takes a straight hiatus, and that onl\ because it- sponsot (D.L.&W. Coal Co. I has a product that would he wasted on the summer air. Most of the dail\ news shows with the exception of Campbell's Edward R. Murrow and P&Gs Lowell Thomas, will go on through the sum- mer for much the same reasons that low-cost dramatic shows like Dr. Chris- tian. Ctanil Central Station, and Arm- Strong Theater, and the m\-ter\ shows go on for 52 weeks — despite the re- duced potential of summer audiences, their advertisers feel that 52-week ex- penditures bring a 52-week business. Television, for the first time this year, will see some shake-ups in pro- graming during the summer months. Texas" top-rated TV show, the Texaco Star Theater, is due to go ufT the air for a 13-week period i as will the radio version on \BCl while star Milton Berle takes a well-earned rest. Into the Belle -pot will go Buick's new Olsen and Johnson TV package, which the Kudner agenc\ has been tning to place in a choice one-hour slot on either NBC-TV or CBS-TV for some time. Buick, anxious to gel <>n the TV air for a shakedown cruise with the new -how. will move to another spot somewhere in the fall. Another major TV show, the Admiral Broadway Revue, also gets a 13-week la\olT. with a series of Hopalong Cassidy films SPOT RADIO sells the millions that buy ASK REPRESENTING YOUR LEADING JOHN RADIO BLAIR STATIONS MAN JOHN BLAIR Olllces In: Chicago. New York _ COMPANY Detroit. St louls, Los Angeles fc WWm San Francisco 72 SPONSOR bridging the summer period. Other Vdmiral money will l>e around T\ lliis summer, however, since Admiral is luniiiii into ABC-TV's Thursday -niidit version of thai network's hitzh-i atetl 52- week. giveaway show. Stop The Music. The primary purpose in this maneuver is to give the Revue east a rest, while Admiral maintains its ag- gressive 52-week selling campaign in TV to keep up the sales curve on TV sets and refrigerators. As SPONSOR goes to press, replacements are being discussed for the various Arthur God- frey TV shows, Suspense, The Gold- bergs, and Mary Kay and Johnny, and others, with most of them following a pattern comparable to similar shows in radio. The P. Lorillard Company I Old Gold I . unlike Admiral feels there is just as good an audience for both TV and radio shows during the summer months. Lorilland will continue the TV and AM versions of its popular talent show. Original Amateur Hour, on DuMont and ABC to earn the siz- able 52-week discounts, as well as to keep up Old Gold summer sales. A few shows, like Theatre Guild, Edgar Bergen, and Bing Crosby, this season will have summer replacements An excerpt from a letter to Cleveland's Chief Station BILL O'NEIl, President WJW A»C Network CLIVILAND $000 Watts REPRESENTED NATIONALLY 8Y HEADLEY- REEO COMPANY that are not really replacements in the strict sense, but rather something to mark time until the fall when each of these shows either changes networks in sponsors or both. U. S. Steel's Theatre Guild, for example, will ha\e [he NBC Summer Sunphom holding down the time slot thai Guild will oc- cup) this fall. This, at the moment, is the situation in evening programing for the coming months, both in radio and TV. Day- time radio land what daytime TV there is I will largeb be unchanged. While daytime radio- continuous, 52- week serials have buill a stead) habit uf listening thai i ai i ies through tin- summer months, evening programing will again this yeai be a patchwork quilt uf substitutes and compromises during the vacation days. This despiti the fact that research recentb run- ducted l>\ the Psychological Corpora- tion indicated that 81% of radio's regular nighttime audience would continue to listen at night — if suinmci evening radio fare was as good as it is in the winter. * * * If You Sell GROCERIES IN CHICAGO y[ou need WAIT's GROCERY-STORECAST The Only Radio Consumer + Point of Sale Promotion of its kind in America HERE'S WHAT IT OFFERS YOU! A daily half-hour food show over WAIT that reaches into the homes of America's second largest market that drives buyers into 460 National Tea Stores. (2) All-day Storecast in 100 National Tea Supermarkets to force sales at point of purchase. PLUS — complete merchandising, display-checking, and sales-reporting service on 100 stores delivered to you every two weeks. A PROVEN SUCCESS! Get details NOW! Storecasi is available to all supermarkets In the center of the dial in CHICAGO WIND WMAQ WGN WBBM 560 670 720 7BO WAIT 820 wis WEWR WCFL WJJD WSBC WGES 890 1000 1160 1240 1390 5000 WATTS WAIT 360 No. Mich. Ave. Chicago 1. ILL. REPRESENTED BY: RADIO REPRESENTATIVES, INC. 9 MAY 1949 73 All in One Package WMBD has wrapped up a larger share of Peoriarea's listening audience than the two nearest Peoria stations combined and is ready to deliver it to you. Twenty years before any other radio station was es- tablished in this rich terri- tory, WMBD had learned how to entertain and sell Peoriarea. That's why national ad- vertisers buy more program and announcement time, by far, on WMBD than on any other Peoria station. WMBD DOMINATES Peoriarea 40 West 52nd i Continued from page >> I We realize that your stor) \\a~ handled as a summarv of BMB find- ings, rather than a complete report. but the omission of a Springfield sta- tion is likel) to raise a question in the minds of your readers as to our mem- bership in BMB. which we have sup- ported from its inception. Or. another reader might assume erroneously that onl) the top stations were listed and thai \\ 1"\\ was not one of them. \- you know, that is not the ease, and a brief reference correcting am w ion- impressions would be appreciated. Oliver J. Keller Manager WTAX Springfield. III. • The BMB test reports referred to were not in- tended as complete reports of each city listed, which explains the omission of WTAX. BMB test reports for this station, tops in its area, during October- November, 1948, reveal the following percentages: Average Weeklv ' ! of homes Average Daily '■', of homes Daytime Hooper Share of Audience 92 75 Nighttime JO. 8 91 74 39.5 R. R. HOUR RESULTS CBS AFFILIATE AM 5000 watts FM 20000 watts On March 7. 1919. we offered on The Railroad Hour to send a copy of the new edition of Quiz on Railroads and Railroading to anyone who would write The Railroad flour. Transporta- tion Building. Washington 6, D. C. We have now had an opportunity to tabulate and analyze the response, and I lliink you will be interested in the results. I' or a period ol three weeks follow- ing the offer, we received a total of 38,874 requests. Nearb 87 per cent of them were from adults (62 per cent from men and 24.8 per cent from women I . while slightly more than eight per cent came from children. The >alance were unidentifiable. More than II per cenl of the people wh [uested copies of Quiz wrote comments about the program. (H these comments. 5,554 were whollj favor- able, nine were mixed and onlj one was linlav orable. Ii w .i- possible from the i equests to identify the occupations "I 5,752 in- di\ iduals. I H these, 3, h>7 wei e teach- ers oi students; 136 were professional North Carolina's Golden Triangle WINSTON- SALEM GREENSBORO HIGH POINT No. 1 Market IN THE SOUTH'S No. 1 STATE 288.700 People * $271. 683.000. Retail Sales $41 0.987.000. Buying Income ■3* Copr. 1948, Sales Management Survey of Buying Power; further reproduction not licensed. Saturated by THE STATIONS MOST PEOPLE LISTEN TO MOST! (^ WINSTON-SALEM (J> THE JOURNAL-SENTINEL STATIONS NBC AFFILIATE Raprasantad by HEADLEYREED COMPANY 74 SPONSOR people; 994 were businessmen; 554 were railroad employees, and the balance were in mixed categories. Thirty-four requests were received from libraries. Speaking generally, the mail indi- cates an intelligent class of listeners. With the exception of perhaps five per cent of the inquiries, the cards and letters were properly addressed, were in legible handwriting, and in general indicated high-grade listeners. A num- ber of them referred to the commer- cials, and in every case where this was done, the comments were favorable. Robert S. Henry Vice President Association of American Railroads Washington "SPORTLOG" RENEWED Last year, as sponsor reported, the Webber Motor Company brought the entire KOIL Sports Package and that was news. The KOIL-Webber associa- tion has been so successful that the popularity of the program demanded a repeat. The coming year of the KOIL-Webber Sportlog will be bet- ter than a repeat; it will be a bigger and better Sportlog. Charles F. Frandsen Promotion Manager KOIL, Omaha SUCCESS STORY THANK YOU I feel that sponsor continues to be a refreshing stimulus in the radio trade paper field, and I sincerely hope that you will continue to attempt the "new" and the "novel" in your article selec- tion. As I have told you verbally, I think the radio industrv owes SPONSOR a debt of gratitude for the tremendous "success story" files available to us thru sponsor. Norman Knight Eastern Manager Station Relations Mutual Broadcasting System New York SUMMER ISSUE WELCOMED I am very much interested in fait that your 9 May issue will be devoted pretty much to digging in and getting the facts on summer time advertising which has proved to be such a buga- boo. This strikes a responsive chord in my heart as for many years, and I might say going back many, many 9 MAY 1949 Yes KFYR 550 KC 5000 WATTS NBC AFFILIATE BISMARCK, NO. DAKOTA comes in loud and clear in a larger area than any other station in the U. S. A.* •ASK ANY JOHN BLAIR MAN TO PROVE IT II FIRST IN THE DAVENPORT, ROCK ISLAND, MOLINE, EAST MOLINE AM 5,000 W 1420 Kc. FM 47 Kw. 103.7 Mc. TV C.P. 22.9 Kw. visual and aural, Channel Basic Affiliate of NBC, the No. 1 Network The November 1948 Conlon Sur- vey shows WOC First in the Quad- Cities in 60 percent of Monday through Friday quarter-hour periods. WOC's dominance among Quad-Cities stations brings sales re- sults in the richest industrial market between Chicago and Omaha . . . Minneapolis and St. Louis. Com- plete program duplication on WOC- FM gives advertisers bonus service. Col. B. J. Palmer, President Ernest Sanders, Manager DAVENPORT, IOWA FREE & PETERS, INC., National Representatives 75 The Biggest Year in its 26- Year History MUSE ...hi local station cost See your station representative or write LM-MTH feature programs, inc. 113 W 57th ST.. NEW YORK 19, N. Y. ... in 1948 carried the greatest volume ot advertising ever broadcast by a Syracuse sta- tion— • FIRST in Network • FIRST in National Spot • FIRST in Local • FIRST in Total Advertising • FIRST in Popularity with Syracuse and Central New York Listeners • FIRST in Merchandising & Promotion 9 FIRST in Coverage Area IA/C VD ACUSE wm ** ^ v™ 570 kc — 5000 watts Headley-Reed, National Representatives NBC AFFILIATE IN CENTRAL NEW YORK WHY buy just the Birmingham area? Buy all Alabama for less on WVOK r IRALEE BENNS ~| . M/lf Al# voice 11 VUI% WILLIAM J BRENNAN Bjrmin L Commercial Manager _J ice of Dixie gham, Ala. years ago even while I was in the news- papei business, the onl) \\a\. both in radio ami the newspaper business, that I kept my end of it up was through special summer promotion that really kept going after the vacation end of it. 1 am thankful to sa\ that it resulted in inan\ thousands of dollars worth <>f business during the summer time. W ithout it the old summer time would have looked a little forlorn. We used main different angles in selling the loeal retailer, and vacation resorts, hotel, and other classifications. Hut as stated above, it did prove successful and resulted in many thousands of dol- lars worth of business. So I welcome this issue ver\ much and also think you are to be congratulated on step- ping out and doing this kind of job. Summer time business it seems to me has been a good deal like Mark Twain's old saying — "ever\bod\ talks about the weather but nobody does anything about it." John (i. Ballard, Director, National Sales The ~\ linn Stations JELKE'S RADIO-MINDED AD. MGR. Effective Max 2. I am joining the John Jelke Companj ol Chicago as advertising and sales promotion man- ager. I would appreciate it if you could redirect SPONSOR from station \\ \ I. I In m\ new ball wick. Inci- dentialh I think \our book is swell and makes good reading ever) issue. IIxrry W. Bennett, Jr. John F. Jelke Co. Chicago CAMPAIGN HELPED SEPTEMBER In working up a presentation on our summer selling campaign for Merle Jones'1 I" gi\e at the CHS '0 & 0" managers meeting in March, we dis- COVered thai while September was a vacuum month insofar as "starts of mw contracts was concerned, it was a high month for increased billing ovei 1 9 17. 1 [ere at e the exact percentages for the billing increases using Ma\ billing as a base: June was 9 I' - . Jul) was 88%, Vugust was 00', and Sep- tember. 1.05%. These figures surprised us since we thought September would be low because ol the few new con tracts which started in that month. TONS Moi Sales promotion managet II CCO. Minneapolis \\ ( ( (i managi r. i: SPONSOR SUMMER SUCCESS According to Mr. Tom Glasgow, Carolina distributor for Motorola radios, there is overwhelming evidence that a I'M!! summer radio campaign increases his sales of Motorola radios 76' i above summer sales of the pi i\ i- ous year. In April 1948 Mr. Glasgow spon- sored three 15 minute periods of Grady Cole time over VVBT. Charlotte, from 7:40-7:45 a.m., plugging Motorola. On September 1 . 1948. sales of Motorola radios in the Carolinas for the period April through Uigust were checked against sales for the same period of I'M". Tom Glasgow states "Motorola home radio set sales for these five months in 1948 70' < ahead of the same months in 1047. I feel sure that some other factors must have helped do this but the Grady Cole program is the only major and addi- tional difference between the two oper- ations that I know of." J. R. Covington Radio Station WBT Charlotte. N. C. * * * -is'toWHB £:.. in Kansas Cp^ 10,000 WATTS IN KANS4 nm a DON DAVIS. - .. . ■ JOHN T KMIU1NO. C. MUTUAL NnWOIK ^8| JOHN BLAIR A CO. P " -^WWWIIff • 710 KIlOCTClll • 5.000 WAITS NIOHT It's an III Wind that Somebody Blows Good Repairing ill pipe organs or making new ones, sounding B flat or the knell of a "gibble-gohble phony", this news- caster is talented, fluent . . . and critical. His inventive versatility enabled him to construct a pipe organ for his church, just as a hobby. His vigorous nightly scanning of "the top of the news as it looks from here"" has made him one of Washington's most influential commentators. Critical of anv interference with free enterprise or eco- nomical government, Fulton Lewis, Jr., rarely inspires indilference among his listeners. They describe him either as a great patriot . . . or a shocking reactionary. How- ever described, he's heard — by 14.000,000 weekly, accord- ing to a recent estimate in Harper's Magazine. The Fulton Lewis, Jr., program is currently sponsored on more than 300 stations. It affords local advertisers network prestige at local time cost, with pro-rated talent cost. Since there are more than 500 MBS stations, there may be an opening in your city. If you want a ready-made audience for a client (or yourself), investigate now. Check votir local Mutual outlet - or the Co-operative Program Department. Mutual Broadcasting System, 1 1 ltl Broadway, Nl C 18 (or Tribune Tower, Chicago 11). 9 MAY 1949 77 SPONSOR SPEAKS Kiss the hiatus goodbye II \<>u re one of many sponsors who has allowed his air advertising (and sales i to dump in the summertime. this issue of sponsor may contain verj -("id news. Herein is proof, coralled in one pub- lication for the first time, that air listening is high in the summertime, that the hot months of July, August, and September warrant special con- sideration by your advertising depart- ment and advertising agency. For instance . . . Did you know that only 4.4% of the nation's population is away from home at am one time- kit Don't Un- derestimate Sumnifi Listening, pane 23)? Did \ou know that listening to day- time serials continues at a high level throughout the dog days (see SenaU are Hot in the Summertime, page 32)? Did you know that mam an adver- tiser has discovered that baseball sponsorship is the road to results (see llasrhall: 1949, page 30)? Did you know that a 1948 diary studs indicated that 99.5% of all sum- mer bungalow colonies had one or more radios, and that the listening continued approximately one hour longer during an average day than "at home" listening (see Don't Under- estimate Summer Listening, page 23) ? So, before you decide on an adver- tising siesta this year, we hope you'll find time to check our facts and fig- ures. The result may be a shorter vacation for vour air advertising, but a more enjoyable one for you. The Lively Corpse Publicity hasn't been kind to radio during the past few months. As a matter of fact, we can hardly blame the sponsor who, hearing on all sides that radio is gasping for breath while the colossus television rises in its place, takes it all in. Nor do we blame the space salesman who, seizing his golden opportunity calls attention to the latest blast prophesying radio's early demise. After all he's willing to believe what he hears. Why shouldn't he use what the experts are saving and the l'("C. hinting. But is it true? Does television sound the death- knell of radio? \\ ithout taking am thing away from television, we simply can't see it. \\ eve looked carefully into the situ- ation, and all we can see is the con- tinuation of radio as a powerful ad- vertising force for the next decade. We refuse to prophesy beyond that. Speaking of the next several years, radio is going to be a mighty lively corpse. We think that, sparked by some strong selling tactics and creative programing, radio will show the other media a thing or two on how to win listeners and advertisers. Do we have facts? Sure. And we're publishing Mime highly useful ones in our 23 May- issue. Don't sell radio short! Don't do it! The summer is not just a good time to sell, it's a vital advertising season. \geneies. advertising departments "I manufacturers, and even sales execu- tives are apt to relax in the summer- time— to take it easy. It's good golf weather. The shores beckon. The out- door air is redolent of the forest — of growing things. The children cry for daddv . Result? The great temptation— to sit back and collect upon what winter's labors have brought. That would be disastrous if it were continued this summer. Applause Making Hay while the Sun Shines Today, more than at anv time dur- ing the pasl ten years, stations and networks are thinking in term? of sell- ing summei broadcast advertising. In L934 and L935, the networks used grey matter to counteract the trend towards going olT the air in the summertime, and thev made some progress at thai time. In the interim, sale- effort has been at a minimum, and polic) think- ing has been in the form of using dollai and frequency, discounts, rathei than aggressive selling to keep adver- tisers on the air all through the dog dav - ol July and VugUSt. I In- t v | ii- o| thinking might hav e continued indefinitely it it hadn't been for \\ < < ' • - decision last vear to col- lect upon the fact that Minnesota is a great vacation territory, and that hot weather business is espeeiallv good in the Twin Cities. WCCO, a CBS 0&0 station, was able to sell the powers- that-be in New ^ ork iN V'VTd b3Ti3Jixooy , OJ.S305 "II - , -_'••■ - -.0 1 I ftfr- ' Bfv r t -*.- n . • I1 « »;* '*.„ •> ifl tr ^ V >*», > — Trad rt i ion: OoekOH Tradition matures slowly in Virginia. But ask a Virginian about WTVR, the South's first television station and he'll quickly convince you that tradition needn't be 100 years old. WTVR, by its first birthday, had captured the hearts and eyes of Virginians. In the Old Dominion State they look to Havens & Martin stations to make history. The WMBG log is studded with "firsts." WCOD was Richmond's pioneer FM outlet. After a year of operation, WTVR is still the only TV station in Virginia. Linked to the whole world by NBC and NBC-TV, these are your First Stations of Virginia. WMBG"* WTVR" WCOD"* Wf'j'j/ * s /#//<< /t J /y ty f'jyf'/ifW Havens and Martin Stations, Richmond 20, Va. John Blair & Company, National Representatives Affiliates of National Broadcasting Company TS... SPONSOR REPORTS.. ..SPONSOR REPORT Hope helps wash Europe WJLB returns to foreign language Drug chains to try TV? Family expenses increasing 4-month TV ad bill totals $7,904,239 Rural media advertisers still love farm dollar NBC's AM-TV joint operation to be axed Gruen to buy Sunday night NBC half-hour 23 May 1949 Bob Hope's drive to send soap overseas will sell 1,000,000 bars of Swan in four weeks. For each two wrappers Lever Bros, is sending bar of soap to children of continent via CARE. -SR- WJLB, Detroit, has switched back to 100% foreign-language program- ing. Thirteen months of all-English hit station in same manner that Cowles' attempted transformation of WHOM, Jersey City, hit that station — in pocketbook. -SR- Regional drug chains are said to be combining with manufacturers to telecast network hour show each Saturday night. -SR- Arno Johnson, J. Walter Thompson v. p., reported to American Market- ing Association that family expenditures increased in every impor- tant classification since 1941. Formal education, up 35%; auto transportation, up 148%; recreation, up 158%; household operation, up 100%. Johnson asked "why be pessimistic" in face of these facts. -SR- Advertisers spent $7,904,239 during first four months of 1949 in TV. Networks received $2,878,448, selective TV $3,036,576. Retailers spent $1,989,215. Figures from N. C. Rorabaugh. -SR- Farm magazine and radio advertising continues up while most other specialized advertising shows a downward trend. Although farmers are downgrading their expectations of last few years, subsidies and price floors make farm earnings look good to advertisers for at least another year. -SR- Who's boss of NBC-TV is still unsettled, although Ike Showerman, now in Chicago, is supposed to come to New York as topper of NBC's visual department. Integration of TV with regular network opera- tions, which followed Frank Mullen's exit, is on way out. AM and TV operations are due for competitive stance, rather than current unrealistic Damon-and-Pythias setup. -SR- Gruen watch is buying half-hour Sunday night on NBC. This will be first new NBC sponsor since exodus of big-time programs to CBS, and is first of two network sponsors Niles Trammell is set to sell before reorganizing web. SPONSOR, Volume 3. No. 13. 23 Max 1949. Published biweekly by SPONSOR Publications In... 32nd and Elm, Baltimore 1. Md. Advertising, Editorial. Circulation Offices Iti U. 52 St.. N. 1. lti. N.Y. S8 a year in U. S. St' elsewhere. Entered us second class matter 2j January lttl'j at Baltimore. Md. post ollhx. under Act 4 .March 1879. 23 MAY 1949 REPORTS. . .SPONSOR RE PORTS. .. SPONSOR R Radio bigwigs bypass OSU meeting ASCAP NAB— TV battle continues NARSR tries direct selling to Waltham Biggest TV qualitative test for "Quiz Kids" WRC competitive pitch is against newspapers IN THIS ISSUE Ohio State University's annual radio conclave was non-brass meeting in contrast with previous years' star-studded meetings. Stress currently in radio is on commercial side of broadcasting, which OSU has virtually ignored for many years. -SR- Battle of grand (production numbers) vs. small rights (music sans production) , which everyone expected to complicate license agree- ments between TV and ASCAP, has caused impasse between National Association of Broadcasters and that music— licensing association. Once again broadcasting is depending on backlog of rights con- trolled by BMI to protect it until what it feels to be fair license agreement is reached. Ach^ is that ASCAP doesn't control production rights of many of its composers, and wants "extra" fees for TV production numbers using music. -SR- Waltham Watch invited National Association of Radio Station Repre- sentatives to give its trustees and officials "works" at meet- ing. Pitch was that radio built certain watch companies and it could reestablish Waltham as great American name in watches. It was NARSR first major presentation direct to advertiser. -SR- Schwerin-Miles Lab-NBC test of "Quiz Kids" on special TV survey of 13,000 viewers in Midwest is largest ever attempted. New York special test of same visual program used 1,500 studio panel. Results will be reported 15 June. -SR- WRC latest presentation, prepared by Jim Seiler, is strictly competitive with newspapers. In facts-and-f igures study, NBC's 0&0 station in Capital matches its costs with Washington newspaper advertising. capsuled highlights Youth listens in a manner far different than page 21 adults. It is the great unsurveyed section of the broadcast audience. Folk music selling effectiveness is detailed page 24 in another report on "The universal language." The broadcast audience is still very much a page 26 question mark in ever so many sponsors' minds. SPONSOR reveals some facts and figures nobody knew 'til now. Cuticura hit new hits when it turned to page 27 radio. What writers contribute, and don't con- page 28 tribute, to daytime serial success. Auto selling facts are capsuled to complete page 30 SPONSOR'S five-part story on this industry. TV profits for dealers are often in accessories, page 52 so SPONSOR reports on Polaroid. IN FUTURE ISSUES How daytime serials sell America's outpost, Puerto Rico National ratings — what's wrong with them Sez and radio TV Trends 6 June 6 June 6 June 6 June 6 June SPONSOR *4fc r*^*«! ^^^^^ Hies • • B,G Nebrasko, o*°on .me q„«rter hou . ^ **■"■ W,iM5p- ^C,OS1gZI audience '" 0O,Y u RIG station to do the i Telephone: Plaza : Office 3(10 N M i •■ Telephone: Fin- ancial 1556 Publication Offices: 32nd and Elm, lialtlmore, Md S United 9 itei f8 a year, < 'anada 19 Printed in 1 S. A < opj i Ight 1049 SPONSOR PUBLICATIONS INC. i It. Glenn. Secretary i i Klalnc i 0 Ed loaeph 11. 1 i i ank Bannister, Chariest Iiau Itlchman. Itcsearcher Stella Brauner, Art Howard Wi-clu Icr Advertising Dl Lesti D i. M. H. LeBlan II Turner; (Chicago Manager) Jerry Glvnn Jr .: Il^oa Dui itl & Co . 2!<7S Wll hire Blvd : (Sun I \ Scott 6 I li Mills Hldg. Manager: Milton K illation Drpart- ; tO 1 man. 1 0\ EH I'M Tl HE ! the nation, men, and ch li p in ordci to have i < ' ! I I ., [Sol) IIOIM! 40 West 52nd NO IMPOSSI3LE DEMANDS In your 25 April issue under Spon- sor Reports, the third item is about our client. I'm lav Products, Ltd. We have not asked any radio sta- tions to put on an) contests for Rain Drops and. as far as we know, none have. Also. Rain Drops has a very able sales organization, composed of lead- ing food brokers in various parts of the country. While we have no compunction about asking, and getting, complete cooperation from media when placing schedules, we do feel that this item is worded in such a way as to indicate that we make impossible demands on radio stations. Thanks for a swell magazine from which the writer gets a great d al of pleasure. P. E. CjAILEY Glasser-Gailey Los Angeles f) Food-broke- sales organizations are not construed generally as being the sales staffs of manufacturers represented by brokers. SPONSOR did not mean to imply in "Sponsor Reports" that Glasser-Gailey made "impossible demands" upon radio stations. ui 'I SUMMER SELLING I'd appreciate your sending us an- other copy of your Summer Selling (9 May) issue, as we have already found very practical use for the ma- terial contained therein. Please bill thi> office accordingly. Bi ell Herman Edward Petty & Co. Dallas. Tex. FOLK MUSIC TEARS You grieve us dceph when you say in your article on hillbillies at county and state fairs that the National Ham Dance makes onl\ one appearance each year at the Illinois State Fair. Of course, this is true of the show as a whole, bill a record of never less than 175 count) and stale lairs from New Hampshire to Wyoming Eoi ten years -till stands as the paramount appear- ance record Eor the units featuring groups of stars from the station staff. \iicl \\ LS w ill be in tli' re again this yi .ii . Lario Ki rtze Service I nlimit I Chicago tA, mm "AMERICA'S FINEST WESTERN ACT"! The Texas Rangers, America's greatest western act, for many years stars of radio, screen and stage, now are starring in their own television show on CBS- Los Angeles Times station KTTV each Monday evening. The Texas Rangers transcrip- tions, used on scores of stations from coast to coast, have achieved Hooperatings as high as 27.4. Advertisers and stations — we have a new and even better sales plan! Ask about it! ARTHUR B. CHURCH Productions KANSAS CITY 6, MISSOURI IN THE Pacific Northwest Serving 3,835,800 people • WASHINGTON KING- Seattle K X L E — Ellensburg K X L Y — Spokane • OREGON K X L - Portland MONTANA KXLF- Butte K XL J -Helena K X L K - Great Falls K X L L — Missoula KXLQ- Bozeman * Pacific Northwest Broadcasters Sal*t Managers Wythe Walker Tracy Moore WISTIIN SUPPLIE A GREATER SJJ_ Berlin© (IV/NG ston UlfGANV srfuefN 'Hornell GtAflON CAWOU 23 NEW HAMPSHIRE BEUNAf ©loconla Rochester, Jare-nont MfMIMAClC ConcOfd® Portsmouth H/US ROCKINGHAM BOffOUGH @Keene ^Manchester |I8 .Nash LANO MAN*! IN "onis CHEMUNG Corning© <§)£■[}. inns TIOGa BMOfOfO „S>0-eonto 0tUWA#t" SWohruon •>Binghal 85 ' SUSQUfWANNA PENNSYLVANIA i0 irCOMINC lanYsport® n® centre 'NG IA/awan^ RANI0N, t uzerne Knas|on@ (spOid ®D, J Oi Hvdwnift T* iZastKo* on® " ■WORCESTcl HjvoLe4*Chicopee North ~ now @®W. Spring /SvSouthbddge ELOBJield i iflWhd Bonk (gjlong Branch ~ TRENTON <2JAst>ury Pa* 5L' BMB— STUDY NO. J— 7946 Represented Nationally by NBC Spot Sales 'Our name is Garry; there are nine of us in our fomily. We are one of 12,760 families in Warren County. We own and operate the Roaring Brook Dude Ranch, Lake George, N. Y. Every season we have approximately 1,000 guests from as many as 22 states, and as far away as London, England and Canada. From the time our guests prepare for their vacations and enter WGY-land, each one spends on an average of $100 per person, totallinq $100,000. 3 We have four radios and the favorite radio station at the ranch is WGY. It's the only station that our family and guests can hear clearly and con- sistently all the time. Many of our guests bring their own portable radios, and soon acquire the WGY habit." GENERAL ELECTRIC STATION KEY TO SYMBOLS * Over 250,000 ■ 100,000—250,000 • 50,000 — 100,000 ® 25,000 — 50,000 ® 10,000 — 25,000 O Under 10,000 Albuquerque KOB Mil. Beaurnorit KFDM ABC Boise KDSH CBS Boston-Springfield w i:/ w i:/\ NBC Buffalo WGR CBS Charleston, S. C. WCSC CBS Columbia, S. C WIS NBC Corpus Christi KRIS NBC Davenport Win NBC Des Moines WHO NBC Denver KVOD ABC Duluth WDSM ABC Fargo WDAY NBC Ft. Wayne WOWO ABC Ft. Worth-Dall. IS \\ MM' ABC-NBC llonolulu-llilo KGMB-KHBC CBS 1 louston k\\/ Mil Indianapolis WISH ABC Kansas City KMBC-KFRM CBS Louisville WAVE NBC Milwaukee \\\1\\\ ABC Minneapolis-St. Pa i 1 WTC.N ABC New York WMCA IND Norfolk WGI1 ABC Omaha Kl \l! CBS Peoria-Tuscola WMBD-WDZ CBS Philadelphia KTi \\ NBC Pittsburgh KDk \ NBC Portland, Ore. Kl \ Mil Raleigh WPTF Mil lin mciki WD B.I CBS St. Louis LSI) NBC Seattle KIRO CBS v\ iai use WFBL Television CBS Ba timore WAA.M Ft. Worth-Dallas WBAP-TV Louisville WAVE-TV Minneapolis St. Paul w n \ l\ New York WPDC St. 1 - KSD-TV Sai Franci KHON l\ LOCALI * RADIO T, his message is being written on March 28, 1949. Yesterday's temperature was 85 in Richmond, 76 in New York, 56 in San Francisco, 83 in Washington, D. C, and 41 in Minneapolis. In some areas, it's time to talk about the "warm-weather ad- vantages" of your products, be they dairy- goods or deodorants. ... In other areas, ice is still on the ponds. Whether it's in March, August or Decem- ber, almost any day of the year is "differ- ent" in vast America. And with national spot (Bull's-Eye) radio, you can make that difference help you to sell goods. Here at Free & Peters there's nothing we like better than talking to advertising peo- ple who want to quit generalizing in their radio selling — who want to capitalize on the fact that sales are made in local stores, and for just such local reasons as the local temperature. How about discussing it with us, today? ¥ P REE & Jr ETERS, INC, Pioneer Radio and Television Station Representatives Since 1932 NEW YORK CHICAGO ATLANTA DETROIT FT. WORTH HOLLYWOOD SAN FRANCISCO *ffip ON THE HILL Distribution costs for food must be cut Distribution costs on food from processor to consumer must be cut if reasonable profit margin is to be main- tained, according to recent confidential survey. Minimum services at a retail level and maximum advertising to set demand before consumer goes shopping are objectives set forth in survey. Broadcast advertising is used as ex- ample of way to distribute mass products with minimum (if waste effort and cash per sale. Pro-business indoctrination of college professors in works Every advertising medium will be used to try to sell college professors that "big business" is not all bad and that "big labor" isn't all lily-white. The Foundation for Economic Education in Washington is spearheading the drive. Plans for profs to spend a number of weeks in plants of great corporations this summer is part of project, and indoc- trination through commentators and columnists on the air and in print is also part of long-term operation. Savings still waiting to be tapped by ad drive There will be no serious attempt to tap the big buying backlog represented by savings, which are three times what they were in 101(1. until a new labor bill is passed. I'ro-business groups in and out of government feel that tightness of buying will help prevent passing of an all-out pro-labor bill. Once new regulations are set, there'll be a release of rose < < >\< u <-d facts through government sources that will make present broadcast reporting of gloom seem like a bad dream. "Basing point" moratorium will release national ad dollars Freighl absorption will be permitted with the "basing point" ruling <>f the Federal Trade Commission being pul in moth halls for the next few years. This will permit man) companies to resume national advertising plans which were dropped because under FTC ruling main In in- w it h national distribution were placed in a non- competithc position with local firms. FCC "no" won't stop editorializing on the air Current decision of Federal Communications Commission to continue its Mayflower decision in effect will not deter stations that desire to editorialize, it's understood. This is because no action will be taken against stations as long as their editorializing avoids the appearance of slander or libel. Judge Miller of the NAB will continue his battlinji for "freedom of speech on the air." a battle he thought he had already won. Anti-chain-store propaganda starting all over again Despite fact that most states have repealed statutes dis- criminating against chain-store operation and thus forced chains into super-market operations, there will be a number of attempts both on the Hill and in state capitals to figure out way to curtail giant markets, just as the number of stores in individual states has been restricted. Before action becomes too hot, several big chains will take to the air ostensibly to sell private brands, but actually to spread the word that chains are the "poor man's" food-and- merchandise department stores. Give-away programs excite "do-righters" again Announcement that NBC will pit a giant give-a\va\ pro- gram against its once premier star, Jack Benny, has brought letters to the FCC almost in the quantity that reached it following the great anti-give-awav drive last year. If simon-pure NBC goes give-away, what is there left to us, is the purport of the letters — which seem to many web-men as being more subtly inspired than indig- nantly spontaneous. Big corporative "idea" selling again attacked in Congress Idea selling via advertising is getting a going-over in Congress. Senator Hubert Humphrey's attack on the American Telephone and Telegraph Company for includ- ing advertising in its rate-makin« base is t\pieal of sena- torial thinking on advertising in general. While Adver- tising Council has helped give respectability to all media. it still hasn't converted many congressmen. Diary-survey method may be used by census Radio's diary method of survey may be used by U. S. census to cover the farmer who can't be reached through normal census routine of knocking on doors. Director of Census J. C. Capt feels that farmers will cooperate with census even more than they do with radio surveys. War contract trade advertising still being "talked" about For the past 13 months the Munitions Board of the armed services has been "trying" to codify a plan so that adver- tising can be a part of production costs under Army, Navy, or Air Force contracts. Media (mostl) trade pub- lications) do not feel in a position to force action, and so ha\e to stand h\ while nothing happens. 8 SPONSOR \ e7fyBR BUY! LOOK AT THESE HOOPER COMPARISONS: AVERAGE WOW RATINGS BY TIME PERIOD COMPARED WITH NATIONAL RATINGS EVENINGS EARLY EVENINGS SUNDAY DAYTIME SATURDAY DAYTIME WEEKDAY A.M.'s WEEKDAY AFTERNOONS Based on (for WOW) Omaha-Council Bluffs, October 1948 thru February 1949 — CM Report WOW AVERAGES .18.7 15.8 9.7 6.5 6.0 7.6 NATIONAL AVERAGES (Same Shows) 14.0 7.8 6.5 2.7 4.2 6.0 (For National Ratings) Fall-Winter 1948-49 (Oct. thru Feb.) Comprehen- sive Hooper Report V^exe U HO Substitute fit LISTENERS! Strong Listener-Loyalty . . . 590 kilocycles . . . NBC and top locally-produced shows . . . have done it again! WOW's 5-month Hoopers are far above those of the average station. Ask any WOW salesman or John Blair man to show you the breakdowns by indi- vidual time segments and programs* 0o*Hfia>u R,CH 23 MAY 1949 ARE YOU POURING IT ON IN THE RIGHT PLACES ON THE PACIFIC COAST? In the hottest sales territory in the country (the Pacific Coast), be sure you're pouring it on in the right places. Be sure your network is Don Lee, the only network with enough stations to get your sales message across in 43 important markets. Mountains up to 15,000 feet high surround many Pacific Coast markets and make long-range broad- casting unreliable. Don Lee, with 45 stations, broadcasts from within the buying markets, where people listen to their own local network station rather than to out-of-town or distant ones. # Advertisers with complete market distribution use the network that gives them complete market penetration to match. One of these is Miles California Company, now in its L6th year on the Don Lee i i wis ai I I N WEISS, Chairman of The Board • WILLET il. BROWN, Pn '/dent ■ WARD I). INGRIM. Vice Pres. in charge of Sales 1 31 3 NORTH vine street, Hollywood 28, California • Represented Nationally by JOHN BLAIR & COMPANY _ Sea*""**- V 1 II Of the 45 Major Pacific Coast Cities ONLY 10 3 6 have stations have Don Lee have Don Lee of all 4 and 2 other and 1 other networks network stations network station 26 have Don Lee and NO other network station H 10 SPONSOR Network with the Alka-Seltzer Newspaper of the Air. Make your Pacific Coast advertising pay off with more sales by pouring it on in the right places: the 45 important markets delivered by Don Lee. Don Lee Stations On Parade: KGY-OLYMPIA, WASHINGTON The onhj network station in Washington's capital city, KGY has a tremendous popularity due to its local features vital to 3,000 state employees and a broad school program in which every school in Thurston County participates. You benefit from such typical localized service and listener loyalty when your advertising is on the 45 stations of the Don Lee Network. The Nation's Greatest Regional Network 23 MAY 1949 II every brings hope, inspiration and real progress to many fine folk who deserve to and will make use of their latent abilities through this encouraging program! Conducted by Cy Tuma, genial and gifted KVOO staff member (himself a victim of Polio) NEJF FUTURES makes available an effective channel through which handicapped people find useful, happy lives unfolding before them. Cy originated and developed this fine humanitarian program which is building new and lasting happiness for the handicapped among KVOO's ever growing and staunch listenership. New Futures is typical of the public service efforts of KVOO which continually seek to make available more and more of the better and important things of life to all of our listeners through intelligent programming. RADIO STATION KVOO I 50.000 WATTS EDWARD PETRY AND CO., INC. NATIONAL REPRESENTATIVES OKLAHOMA'S CREATEST STATION TULSA. OKLA. 12 SPONSOR 23 MAY 1949 New and renew New National Selective Business oPONSOR PRODUCT AGENCY STATIONS CAMPAIGN, start, duration American Hume Duff's Baking W. Karl Hotliwell Indcl Foods, Inc M ixes (N.Y.) i Expanding campaign in natl major rnkts) Bristol-Myers Co (ream Hair Oil, Duller lv. Clifford & Indef1 Liquid Deodorant Shenfield (N.Y.) (Test campaign for new products. Pacific and Rockies Chrysler Corp Dodge "Wayfarer" Ruthrauff & 200-300 (Dodge Motors 1 > i v ) (low-price Ryan (N.i.) (Natl campaign. model) all major mkts) F. W. Fitch ( .. Shampoo, Tonic, Campbell-Mithun Indef Shaving Creams (Minn.) ( Limited campaign. % Midwest & Pacific) Grove Laboratories, "Care" Gardner (St. Indef Inc Deodorant Louis) (Test campaign fur new product ill Mill" est i (hill Tonic H. B. Cohen 100-150* (N.Y.) i Limited campaign in South. South" est > Griesedierk Western "Stag" Beer Maxon (Chi.) Indef* Brewery Co (Limited campaign in Southwest, Midwest) La Primadora Cigar Cigars Pedlar & Ryan 1* Corp (N.Y.) (Trial run. May expand later) Lever Brothers Rayve Hair J. Walter Thomp- Indef* (Pepsodent Div) Products son (Chi.) (Summer campaign. Supplements network radio, magazines) McKesson & Robbing, Yodoro J. D. Tarcher Indef Inc (N.Y.) (Special summer cam- paign. Natl) Vacuum Foods Corp Minute Maid Doherty, Clifford & Indef Orange Juice Shentield (N.Y.) i Limited expansion ; follows distrib) Welch's Grape Juice Grape Juice Lennen & Mitchell Indef Co (N.Y.) I Limited campaign. Seasonal. Major mktsi Partic in women's shows; late Jun; 13 »l-s E.t. spots, breaks; May -Jun; 13 wks E.t. splits, breaks; May 23-Jun 6; 1-4 wks Spi.ts., breaks near sports shows; Jun- Jul; 13 wks Spots, breaks; earlj Jun; 13 wks Spots; early Jun; 26 wks Spots, breaks; early Jun; 6-13 wks "Stan Lomax" (WOR); MTWTFS 6:45-7 pm; May 5; 13 wks E.t. spots, breaks; early Jun (Inn summer Partic in women's shows; earl} Jun thru summer "Bing Crosby" e.t. show; .lun-Jul: I :t wks F.I. spots, breaks; early Jun thru summer "Station list net at present, (Fifty-two weeks gent of any 13-week period) although more may be added later. means a tS raei with options for -I successive 13-week renewals. It's subject to cancellation ut tht • ml ifl^lj New and Renewed Television (Network and Selective) SPONSOR AGENCY NET OR STATIONS PROGRAM, time, start, duration Allied Food Industries (Holiday Macaroon Mix) American Cigarette & Cigar Co (Pall Mall) American Tobacco Co (Lucky Strikes) A. W. Lewin Sullivan, Stauffer, Colwell & Bayles N. W. Ayer WNBW, Wash WNBT, net WJZ-TV, N.Y. AS Berk Shoe Corp Dorland WXYZ, Det Bulova Watch Co Biow WNBW, W asl, B.V.D. Corp (Men's Apparel) Grey WNBW. Wash Cameo Curtains Co Sloane WNBT, N.Y. Esso Standard Oil Co Marshalk & Pratt W MAL, Wash Hoffman Beverage Co Warwick .V Legler WCBS-TV, VI Ironrite Ironer Brooke, Sm French & til. Dorranre WJZ-TV, N.Y. Lincoln-Mercury Division (Ford Motor Co) Kenyon & Kckhardt WXYZ. Det WENR, Chi WMAL. Wash Lord & Taylor Warren WJZ-TV. N.Y. McCall Corp Federal w i:nr, (hi (McCall Magazine) WXYZ, Det WJZ-TV, N. Y. New York Central System BBD&O WAIllt. N.Y. WCBS-TV, vi WNBT, N.Y. Pahst Sales Co (Beer) Warwick & Legler WCBS-TV, N.I Peter Paul Inc (Candy) Plalt-For bes W( US IV .VI film siuils; May 5; 13 wks (r) Film spots; May 1; 13 wks (n) Film spots; Apr 25; 9 wks (n) Lady's Charm; Tu 4:30-5:00 pm; May 21; I :i wks WBEN-TV, Buffalo The Mad Hatters; Wed 7:30-7:45; May 11; 13 wks (n) WCBS-TV, net Studio One; Wed 10-11:00 pm; May 11; 52 wks (n) WCBS-TV, net That Wonderful Man; Thurs 9-9:311 pm; June 2; 53 »k- (n) WNBT, N.Y. Film spots; Apr 21; II wks (n) Advertising Agency Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION :; : Samuel A. Alter Cliff W. Auburhon Charles J. Basch III Beauveau Heals James Gordon Bennett Leo Herman W. I . Bunnagan HariiiK Chandor Kenneth E. Chernin John R. Christie Holder Morrow Collier Jerome Dobin F. Clifford Estej Van M. Evans James A. Forsyth Joe Gans Harold W. Gibbs Harry 15. Goldsmith Jr. Walker Graham Marvin L. Grant Wilfred Gucnther James HelTernan Helene Heinz Florence M. Hoagland Jack Hood Richard Hunter Noran E. Kersta Leonard Kovin Thomas II. lane Monty Mann Don Miller Norman B. Norman A. Alan Olshine Steven Osk I Andrew G. Pallag Murray Pnpkin Lloyd Prosser Donald Quinn Arthur A. Iiadke> Frederick R. Riger Jack Robinson \\ illiam II. Saul Carl F. Schmidt Jack It. Schmunk Kelson Schrader Ralph W. Sheehy Joseph Sill Jr. J. L. Simons Earl Simpson Connie Tashof Arline L. Walker Seymour Waltoi lion M. W I ill Robert Weston Wesley Winning Jack \\ s .. 1 1 Coca-Cola Corp, N. Y.. asst to vp in chge bottlinc sis Gardner, St. L. ABC, N. V.. mdsg dir Roche. Williams & Cleary, Phila., accl exec, art dir William H. Weintraub, N. Y. Buchanan, L. A., vp Holder Morrow Collier, Chi., pres Fllis, N. V., ropy chief, acct exec Reineke, Meyer & Finn, Chi. Deutsch & Shea, N. Y., gen mgr Santa Barbara Tourist publication, Santa Barbara Calif., publisher J. Walter Thompson, Chi, 'Ills el M. Seed,. Chi., vp Grant, Detroit woaM. Miami, Fla. Milne-Hefferman, Seattle, partner J. P. Smith Shoe Co, Chi. Fred Gardner, N. Y-, sec Davis-Hood, L. A., co-owner Fullen & Smith & Ross. Clove., vp William H. Weintraub, N. Y., TV dept Rexall Drug Co, I . A., vp in chge sis prom, adv Tracy-Locke, Dallas Tex., vp, media dir Kenyon & Eckhardt, Detroit, acct exec William H. Weintraub, N. Y., acct exec Advertising by Modern Age, N. Y. l.ando, Pittsb., radio prodn, timebuying dept head Roy S. Durstine, N. Y. Jasper, Lynch & Field. N. Y. BBD&O, N. Y., media dept I.ennen & Mitchell, N. Y. Show Productions Inc. N. Y., exec producer I Mil Winner, N. Y. Buckley, Dement, Chi., vp Arthur Rosenberg. N. Y.. acct exec Milwaukee Journal, Milw. WEWS, Cleve., sis mgr Columbia Gas .x Electric Corp. Binghamton N. Y., adv, pub rel dir Davis, 1.. A., radio, ropy dir Simons-Michelson, Detroit, acct exec WWDC, Wash. Universal Camera Corp, N. v., adv, sis prom mgr ( lairol Ini . N . ^ .. ,iil> mgr Architectural Forum, N. Y. Richard A. Foley, Phila., asst sec-treasurer, media dir i .ill & Presbrej . N. "i .. radio. T\ dii Biow, N. Y., vp Prater, St. L., acct exec Gibraltar (new), N. Y., pres A. E. Aldridge, Phila., acct exec Sheldon, Quick & McElroy, N. Y., radio, TV dir Gibraltar (new), N. Y., vp Van Diver & Carlyle, N. Y., acct exec acct exec Binghamton, N. Y., partner Smith, Smalley & Tester, N. Y., Riger, Sheehy & Chernin (new), Dan B. Miner, L. A., acct exec Roche, Williams & deary, Chi., vp Same, vp W. W. Garrison, Chi., vp Same, vp J. Walter Thompson, S. F., acct exec Timing ,Si Altman, N. Y.. vp in chge radio, TV William S. Bishop, Chi., vp, acct exec Same, media dir Geycr, Newell & Granger, N. >.. Na~h Motors accl Mann-Ellis, N. Y.. accl exec, radio, TV dir Haehnle, Cinci., radio, TV dir Guild, Bascom & Bonligli, S. F., acct exec M. M. Fisher, Chi., timebuyer Same, media dir Jordan, L. A., acct exec Arthur MeyerhofT, Chi., acct exec Same, vp, radio, TV dir Norman D. Waters. N. Y., acct exec McCann-Erickson, N. v.. vp Glenn, Dallas Tex., in chire oftiee Same, \ p, mgr Same, vp Seymour Kameny, N. V., acct exec .lames A. Stewart, Pittsb., media dir Gordon .V Mottern, N. V., media dir (■in don .x Mullein, N. Y.. acct exei BBD&O, S. 1 .. media dir RuthraulT .x Ryan, N. Y., timebuyer Si\i ,\. Rosenfield, Cinci., radio, TV dir Riger, Sheehy & Chernin (new), Binghamton v Conley, Baltzer & Steward, S. F., acct exec Arthur Meyerhoff, Mil"., acct exec Ohio Advertising, Clove., vp, acct exec Grey, N. Y.. radio. TV exec dir Rigor, Sheehy ,x Chernin (new), Binghamton, N. V Erwin, \\ asej . 1 . \.. accl Robins, New ion ,x Chapman, L. A., acct exec Edwin Parkin, N. Y., acct exec Kronstadt, Wash., acct exec Gainsborough, N. Y.. acct exec II. W. llauptman, N. Y., acct exe< Granl .x Wadsworth, V V. accl exei Lippincotl .x Margulies, N. Y.. accl exec Same, vp Grey, N . ^ . . at cl ever pat toil pai (mi Station Representation Changes STATION AFFILIATION NEW NATIONAL REPRESENTATIVE w \ to. Oak Ridge Tenn, \\(.K\ . ( harleston W. \ n u l l > ^ . Ladysmith " I MBS N B< Independent Km it-Soul b Robert Meekei Thomas F. (lark SUMMERTIME MEANS ADDED LISTENING IN IOWA! JlHE fact that 41% of Iowa car owners have radios in their cars* is especially significant in the summer. On long trips, 60.1% °f a" Iowa car radios are in use "almost all the time" or "quite a hit of the time." On short trips, the remarkably high percentage of 36.6 are in use "almost all the time" or "quite a hit of the time." These extra ("non-Hooper"!) listeners provide a suhstantial, year-'round bonus audience in Iowa. In summertime, this bonus audience may very well increase the total number of listeners, even as com- pared with wintertime figures. . . . Up-to-date, factual information on use of car radios is only one of many extremel) interesting subjects covered in Iowa Radio Audience Surveys. They confirm the Sur- vey's 11-year policy of modernizing your old data — "bringing to light new informa- tion not previously gathered." Write for your copy today, or ask Free & Peters. sfcThe 1948 Iowa Radio Audience Survey is a "must" for every advertising, sales, or marketing man who is interested in the Iowa sales-potential. The 194S Edition is the eleventh annual study of radio listening habits in Iowa. It was conducted by Dr. F, L. Whan of Wichita University and his staff, is based on per- sonal interview of 9,224 Iowa families, scientifically selected from cities, towns, villages and farms. It is universally accepted as the most authoritative radio survey available on WHO +/©r Iowa PLUS + Des Moines . . . 50,000 Watts Col. B. J. Palmer. President /*"?\ '*• A. Loyet, Resident Manager FREE & PETERS. INC. National Representatives 22 MAY [949 15 for profitable selling - I NVESTIGATE VW& VJ \\> \M^ »£t- >^ O^ O ^M^- Represented by robert /MEEKER ASSOCIATES New York San Francisco Chicago Los Angeles Clair R. McCollough Managing Director STEINMAN STATIONS Mr. Sponsor II mi if SvhavhU* National Advertising Manager The Borden Company, New York "To move a product,"' said Borden 's Henry Schachte recent!} . "you have to move a mind."' This, in a nutshell, is the thinking that motivates Schachte's advertising decisions for the far-flung Borden organization. Schachte came by this decision, and also the feeling that "new ideas" in advertising are not as important in the long run as one good idea that continues to pay off, in an advertis- ing career that started with some seven vears as a copywriter for General Electric, a later hitch of a half-dozen years with Young & Rubicam lone of the Borden agencies), and finally the job with Borden's, which he has filled since 1947. Schachte inherited a tradition of advertising at Borden's which, so far as broadcast adxertising went, ran counter to Schachte's opinion of the value of an idea that continues to deliver. The "Elsie" theme in Borden's printed advertising and promotion is one of \merica"s great trademark successes, hut Borden's past case histories of broadcast advertising show a long, long list of programs that ran for a year or so. and then were dropped. Schachte has changed much of this. Borden's County Fair on CBS has built a good rating (latest: 6.0) for itself in its Wednesday night spot as a result of a continuous promotional build-up l>\ Borden and the show s agency, Kenyon & Eckhardt. Schachte lias an agencyman's regard foi the adaptation of research to practical advertising problems, and the remainder of Borden's air advertising a 17-station campaign for Starlac in selective radio, and a nine-station campaign for cheese products on T\ tilms is the resull "I Schachte's determination to find oui what forms of advertising influence the public al an) given hour of the da) or night. All Borden air advertising meshes like well-cut gears with all the other Borden advertising, and accounts for about L'ti', ol a $6,000,000 ad budget. Schachte takes his job seriously. Once, when deep in the throes <>l concentration ovei an ad project, he rode half-wa) home (Weston, Conn.) "ii the commuters' special before he remembered he had a dinner date willi his wife in New ^ ork. 16 SPONSOR What are they reading at J.Walter Thompson... or at Erwin, Wasey? Says Linnea Nelson, head timebuyer, J. Walter Thompson: "sponsor is a must on the recommended reading list. Its total audience at J. Walter Thompson far exceeds the number of subscriptions." Says Ray Simms, chief timebuyer. Erwin. Wasey: "The sponsor method of presentation was long overdue. I feel that sponsor greatly deserves the important part it plays on the agency scene." There's nothing unique about these quotes. Ask anv radio-minded timebuyer. account executive. or national sponsor and you're likely to hear something equally enthusiastic. Why? Because SPONSOR is their magazine, published ]()()', for them. Because it's a practical buying tool. Because three out of every four copies (8,000 guaranteed! go to buyers.* *An average of 10 'o paid subscriptions go to readers at each of the 20 top radio-billing agencies. Erwin, Wasey Subscriptions to SPONSOR Home Executives 1 Media Dir 1 Radio Dir 1 Radio Dept 2 Timebuyers 2 Others 1 Some Erwin, Wasey clients who subscribe: Albers Milling, Barbasol, Canada Dry Ginger Ale, Carnation Company, S. C. Johnson & Son, Nash Coffee, Railway Express, Seeclc & Kade. You're sure to hit home with sponsors and agencies when you advertise in SPONSOR SPONSOR 40 West 52 Street, New York 19 For buyers of Radio and TV advertising Xvir dvvvlopinvnts on Si*OXS10K stories |».S. jG6S "Broadcasting and the broker" l5SUe: 31 January 1949 Subject: Can broadcast advertising do an effective job for a broker- age firm? The commission brokerage firm on Manhattan's narrow, bustling Wall Street that will break through the estab- lished "tradition?"" of brokerage advertising is indeed rare. Broadcast advertising, because it is often badly used bv financial advertisers whose knowledge of the medium is limited, is usnalh at the bottom of the media list for advertising designed to sell investment counsel- ing. However, the air medium continues to do an effec- tive job for several financial advertisers who understand what its limitations I for them i are and what produces results. The latest firm t<> prove this point is the 54-year-old investment-and-commission brokerage house of Harris. I pham & Company, a venerable power in the financial world with 2.~> brain Ins and membership in 18 of the leading stoek and commodity exchanges. I ntil June. 104!!. Harris. I pham had used the bulk of its advertis- ing budget in various financial journals and in the finan- cial sections of the leading ■■conservative"' newspapers. From time to time, many New York stations had pitched the idea of broadcast advertising to the firm, but with- out success. The first station to crack the ice was WOR. which landed Harris. Upham as a Tuesday-Thursday advertiser for the Mutual co-op. Fulton Lewis. Jr. Commercials, aimed at the highly-selective audience that Lewis attracts, did not stress the free booklets that brokerage houses generally offer. Rather, the advertis- ing was based first upon an educational job regarding investments. Then, it continued with a pitch to visit the Harris. I pham office for further information. So good were the results of this campaign that the staff of the investors-service department had to be increased twice. No other advertising was used in the New York market. Said senior partner H. I . Harris, in what for conserva- tive financial circles is virtuallv a war whoop of excit- ment: "We are very pleased with the reactions we have had to our sponsorship of this program." I!v aiming "vertically" at the market to which the\ were selling, the Harris. Upham firm I it i- continuing with Fulton Fads. Jr. as SPONSOR goes to press I is fol- lowing in the footsteps of such pioneer brokerage adver- tisers as Philadelphia's Reynolds & Companv. who spon- sored the Philip Klein-produced Leaders of Industry on WPTZ last year, and Merrill Lynch, Pierce. Fenner \ Beane. whose nine-week test with America Speaks on CBS-TV proved that network TV could do an effective promotion job for a financial advertiser. p.s. See: "FM's point-of-sale audience". P.S. ISSUe: August 1948, October 1948 Subject: Current status of storecasting Storecasting with the help of FM is a constantlv expand- ing point-of-sale advertising medium. Not only are more and more stations and operators coming into the freld of broadcast point-of-sale advertising, but Storecast Corp- oration of America ( Stanlev Joseloffl is opening the Pittsburgh area serving three chains: Thorofare Markets- Grant Eagle Markets, and Sparkle Markets through WkJS. Equipment for the supermarkets in Pittsburgh will be more involved than any installation thus far made for point-of-sale broadcast advertising. Different year old l»uvin*£ £i*oii|» Youth listens more than adults — as high as 7.1 times as much in the case of a popu- lar musical program and on an aver- age of 2.4 times as much on all pro- grams surveyed for \T>(". 1>\ the (Gilbert Youth Research organization. The under-13 year olds haven't re- ceived the thorough going-over that the 13-19 group received in llii- sur- vey -but there is plenty of evidence that they also listen more than anyone has ever given them credit for. Pro- grams like Rumple Humph take their places with beloved characters ot a previous generation like the \\ i/ard of ()/.. I nlike the Wizard. Rumple not 23 MAY 1949 onlj entertains the wee ones bul he makes them take their mothers 1>\ the hand to the department store sponsor and have her hu\ everything from lecords to clothes. The elfecthe pro- gram addressed to the pie-school age doesn'l blush at the fact that it's com- mercial. It franklv sells the kids not the parents — and the kids make the parents l>u\. \\ hile this report is dc\ oted pii- marirj to the 13-19 year olds and the multi-billion-dollar market the) re- present, it doesn't by-pass the market which the youngsters who have no money of their own to spend also represent. It s possible to lose millioi s of dollar- in sales, if the pre-school age youngsters are neglected. Teenagers do .'>!!', "I theii listening on their own receivers and (>!'. ol the respondents in the Gilbert surve) had their own radio sets. It is this listening thai is seldom reported b) an) ' in i enl i ating sei \ ice, and ex< i pi in special ~i: i \ <\ -. is not represented in Hooperatings. Onlj twenty-six per- cent "I the youth sample checked bj the -ui \ r\ in the four cities i overed (Chicago, Philadelphia, Pittsburgh, and New York) testified to listening over the famil) radio. Significant also was the fact that ovei 25 I of youth listening is not done at home at all but Youth Listening* (4 cities) Over-all Listening t (36 cities) Youth vs. over-all listening Program Vaughn Monroe Crime Photographer Godfrey's Talent Scouts Hit Parade Lux Radio Theater Queen For A Day Jack Benny People Are Funny Charlie McCarthy One Mans Family Average * Percentage of interviewers listening as indicated in Gilbert-NBC Survey of 13-1? year olds t Hooperating in telephone homes 15-21 May Juvenile set ownership* — (13-19 year olds) ** _y» v* .J£ ^ "* ** J* >• — >. t >. .- :»•. mij) mO m 0 m(3 1 1 H ll 1 1 Don't have own sets 31.7 42.8 42.6 37.4 22.6 38.9 32.3 39.7 13-15 As indicated in the Gilbert-NBC Survey 16-17 18-19 Average Youth vs. over-all sponsor identitieation Youth* percentage of identification Program Radio Theater Charlie McCarthy One Man's Family Crime Photographer Godfrey's Talent Scouts • As indicated in the Gilbert-NBC Survey of 13-19 year olds t As indicated in Hooperatings for 34 cities (April-May, 1948) Over-all t percentage of identification 89.0 51.8 34.8 43.8 76.2 Over all in friends" homes, in automobiles and other non-fireside spots. This latter Listening also never appears on any radio circulation report. This higher-than-adult listening isn't done b\ an audience without buying power. The purchase-impact of Ameri- ca's 13-19 >ear olds will reach SO. 79!!.- 139,000 during 1950 according to America's Seeds and Resources a stud) of the Twentieth Century Fund. This purchasing power is based on the spending power of urban youngsters (61', of all U. S. youth) and some research men feel that it should be ad- justed downward to compensate for the .')')' , non-urban youth which doesn't have the buying power of the boys and girls li\ing in metropolitan areas. However the adjustment only reduces this Inning potential to a minimum of $8,000,000,000. Most economists feel that America's 13-19 year old market represents between eight and ten bil- lion dollars. ^ outh also affects buying by their families which is not included in these figures. Homes, cars, and even ma and dads clothing are forced to meet the critical appraisal of teenagers. While advertising directed at the under L3-year olds cannot in most cases be weighed in direct purchases, the over- 13 have direct buying power. Starting at L3-year old girls who have S2.97 a week each to spend to 19-year old boys who have an average of $14.65. il is real mone\ . Of the $12.71 the 13-10 year olds have to spend. $2.68 comes from allowances and $10.03 comes from the sweat of young brow-. Since this is true, it is not surprising that main have definite brand prefer- ences. In soft drinks it's Coke first and Pepsi-Cola second. In coffee it - Maxwell House first, with Chase and Sanborn second. \\ ith tea it's Lipton and Tenderleaf, one-two. In fruit juices, fresh fruit dominates but canned brands run Dole first, Sunkist second, with Libby right behind. While Colgate is preferred b\ this age group two to one against the second brand toothpaste Pepsodent. ami [pana an- also strong contenders for the juvenile Toothpastes rank: ■trine rket. Colgate Pepsodenl l i-.i na 17.1 18. i Ninety-four and three-tenths of the L3-19 year old girls surveyed in the four cities report thai the\ use lip- Stick. It break- down i in age groups i 18-15 16-17 18-19 97.4' average 94.89! 22 SPONSOR THE "UNCLE DONS" OF RADIO HAVE BEEN REPLACED BY STORY TELLERS LIKE RUMPLE BUMPLE, MERCHANDISED TO HILT The lipstick which appears to he number one among the teenagers is Revlon with an average acceptance of 50.7' t by the girls. Jergens leads the youngsters hand lotion preferences with a ranking of r>3.7r/c. Use of nail polish is reported by 00' ' < lit runs as high as 74' < with the 18-19 year olds and as low as 45' < with the 13-15 year old group I . How- ever, the old line Cutex firm has a rating of only 2 and the aggressive Revlon is used by 73.4' < . It's not surprising to find 22.7' < reporting the use of home permanent waves, with Toni ranking first (91.195 of the buying). In the shampoo field. leadership is not as clear cut as it is in other beauty products. Halo ranks first with 20.7' i. Prell is second with 10.7' , . and Drene with 15.9' < . Luster Creme isn't far behind with 13.1%. Nearh 55' , of the boys use hair tonics of one kind or another with the well-aired Wildroot Cream Oil leading the slick-look parade with 48.8' < of the buyers. Vaseline is second with 20.6%. Both Wildroot and Vaseline are major broadcast advertisers. Teenagers are not only people but they are important economic factors. Not onh arc the hu\ing habits which the) develop during the 13-19 year old span important, but they continue to follow their teenage buying habits to a substantial degree during their later years. Reaching and selling the teenager through advertising must be judged in two lights — the immediate sale and th ■ establishment of lifetime bin ing habits. I nfortunately, during mosl "I ili<- period during which broadcasting has existed as an advertising medium, there has been no finite information about teenage listening habits. Mosl surveys have been conducted in the form of checks on individual programs. Hooper has reported at regular inter- vals on the composition of the 36-( t\ (Please turn to page 12) 23 MAY 1949 23 ■ « 111 s^= BRILEV-5 SUPREmE** COFFEE ?,i.S«„<'l AT YOUR o H < ) < r u s ^W Dominion Barn Dance (WRVA) gets down to bare feet, selling coffae Mugging is part of show when KFAB's hillbillies start on Staley Feeds The universal lanme Folk IIIIISH* freq iionllv [itrtuhir,^ when oilier j)r»;r:iin types tail KAK I lKtt r ] I he picture of folk-pro- I gram sponsorshi] local stations throughout the country is so studded with success stories foi l><>th local and national advertisers thai ii i- amazing so little attention is paid to this field of programing al the ti!<■ Oprj seem able to com ince mosl agenc) men and ilir'n clients ol the sales impact of folk music ;ui(l its down-to-earth, Friendl) appeal to radio dialers. National Barn Dance has been maintained l>\ WLS, < 1 1 h ago, f"i 25 years; foi a quai tei ol a centur) the stal ion's non-netwoi k programing has been buill mainl) around lolk musicians and singers. • m /;<;;/; Dance, Keystone Steel and Wire Company, Peroria, III., has been a 24 30-minute sponsor regularly each Salurda\ night since 1932. with com- mercials Featuring farm fencing and lence posts. Murph) Products Company, Bur- lington. \\ isc. manufacturers of min- eral feeds for livestock and poultry, is anothei Barn Dance veteran. The com panj began using WLS in 1930. and began sponsoring the Murphy Barn- yard Jamboree portion of the National llui a Diiiur six years later. Murphy has held the program continuously since thai time. Il might he argued in Madison \\e nue agency ateliers that folk-music shows obviouslj tie in with such pro- dint- as farm fences and poultrj Iced-, ami that's where the affinit) ends. Miles Laboi atories' I I Ikhart, Ind.i sponsorship of a Hani Dance ■ men! for it- \lka-Seltzer a na- tional drug product \s i 1 1 1 no RFD limitations would seem to prove dif- ferent I \ . Mihough Miles discontinued it- NBC National Barn Dance spon- sorship in 1946, the compan) credits much o| the great growth of Uka- Seltzei -ales to the program. In 1933, when the headache-and-stomach-reliel tablets were lii-i being introduced to the country. Miles sponsored one hour nl I In i n Dancr on a local hasis. then extended the show to three stations. and linalK gave the program national nctw ink covei age 0\ ei a -pan ol 11 years. Somewhat over three years ago. Phillips Petroleum I iompan) bought 30 minutes of Barn Dance, and found it , » V Ml Purina "talking calf" joins WSM's Cowboy Copas (right) SPONSOR so successful in the area covered 1>\ WLS that a couple of months ago the oil company expanded its coverage to nearly 100 ABC stations in the Mid- west. \\ est. and South. Since 1932. WLS has received an average of 1,000,000 pieces of mail from listeners yearly, due to the pull of folk music's friendliness and warmth. In addition to the mail con- tact between the station and its audience, WLS since 1930 has pub- lished the WLS Family Album, fea- turing pictures of its folk entertainers. The book has sold in the neighbor- hood of 40.000 copies a year at 50 cents each, another indication of the hold of hillhillv personalities on dialers. Grand Ole Opry, WSM's (Nashville. Tenn.) top-rated folk-music program, has a 24-year-old success story to tell. Typical of the job it has done for ad- vertisers using its folksong dispensers is the Ralston Purina Company's ex- perience. When the firm first went on Opry in 1943. an offer was made on the show asking listeners to write in for a photograph of the cast. After only one broadcast of the offer. 263.- 000 people sent in letters requesting the picture. Sales-wise. Ralston learned empha- tically in 1947 just how great is the impact of folk programs. Figures on sales of Purina Chick Startena for the country as a whole showed that the Eastern division suffered a 5 % loss over the year before, while the Mid- west and Western divisions had held their own. But in the Southern sales division — covered by WSM and Opry — the company found a 45% increase. During the six-month period of October through March, 1947-'48, (Please turn to page 56) OF THE CHIC-O-LINE MILLERS on J; i.vi»«l* Folk programs pull mail for KWTO's farm organ, "The Dial" KOMA's Chic-O-Line Millers pictures do a direct selling job ^ CHUCK DAVIS JACK BEASLEY LEXIE LOU RAY Also ^ree pamphlets on latest profitable feeding methods SEND IN THE COUPON BELOW ... and we will send you a big glossy picture ot one ot the most popular radio, farm singing groups in the Southwest . . . The Chic-O-Line Millers— heard Monday through Friday, every week, at 12:15 on KOMA, Oklahoma City. You will also be invited to attend the Chic-O-Line Party when the "Millers" make a personal appearance at your nearby Chic-O-Line Dealer's store. What's more — You will be put on our mailing list to receive bulletins and pamphlets containing the most modern, scientific feeding information to help you make more money on your livestock and poultry. SO — send in the coupon below — NOW! . . . The supply of pictures is limited. Meantime — call on your Chic-O-Line Feed Dealer. Ask him when the Chic-O-Line Millers will be at his store. CHIC-O-LINE FEED MILLS ARE A DIVISION OF THE FAMOUS CHICK ASH A COTTON OIL CO.— Nearly Fifty Years of Service to Farmers and Feeders. Radio is getting bigger Heroin I he lale^l l;u-is and figures »n ih«' lisi ening and viowin^ audiences over-all Increase in number <>f radio home- (5,276,000) between January, L946, and January. 1949, is three times the total homes TV-equip- ped at present. The increase in radio homes between 1 January. 1948. and 1 January, 1949. (1,651,000) is also more than the total TV homes today. Translated in terms of broadcast audi- ence this means that even if there were in. listening at all in TV homes, which is obviously not so,* advertisers are still receiving bigger audiences for then dollar than the\ did a \ ear ago. Total number of radio homes at the outset of 1949 was 39,274,712. Ibis does not take into account the number of multiple-receiver homes, the millions id portable and automotive sets, lis- tening in public places, and at-work radio dialing. It does not take into consideration FM homes, which in New York, according to Pulse, are 13.3 of all homes in the area that Pulse of New York surveys via its "roster- recall" program-rating service. TV is growing, but Hoopers March Radio-Tl Audience Trends an accurate picture of just what share of the audience the visual medium has at present in a cross-section of cities throughout the nation. The nighttime figures show : which give TV the best of it. Share of Audience City Radio TV Atlanta 95.6 4.4 Ball more 78.9 21.1 Boston 88.4 11.6 Buffalo 94.6 5.4 Cincinnati 96.8 3.2 Cleveland 93.0 7.0 Columbus 99.9 0.1 i layton 97.4 2.6 Detroit 91.3 8.7 Erie 98.5 1.5 1 t. Worth-Dai as 96.4 3.6 Houston 98.4 1.6 Louisvilli 97.8 2.2 Memphis 96.7 3.3 Miami 99.8 0.2 Milwaukee 90.1 9.9 Minneapolis-St. Paul 98.0 2.0 New Orleans 97.4 2.6 Pittsburgh 97.6 2.4 Richmond 94.9 5.1 St. Louis 93.9 6.1 Salt Lake City 98.7 1.3 San Francisco- Oakland 98.6 1.4 Schenectady-Tr ">y-Albany 91.4 8.6 Seattle 98.3 1.7 Syracuse 98.5 1.5 Toledo 90.2 9.8 In this tabulation the big-city areas ( New York, Chicago, Washington. Philadelphia) have been left out be- cause they are not representative of the countrs at large. New \ ork has approximately one-third of all the na- tion's TV receivers and it has enjoyed television for a longer period than an\ other town except perhaps Schenec- tady, yet the share-of-audience figures (Please him to page 54) * Hooper's TV ratings indicate that in New York, while Jack Benny is on the air, TV homes were listening to radio to the extent of 8.5' llatlio audience is uiani »t 39927 4.7 12 honn's trhilv TV is a arinrinq baby 39,274,712 radio homes J ,620.000 TV homes 64.2°o of the U. S. listens with an amazing regularity Television is a sales rather than an ad tool 26 SPONSOR ' A CHAMBER MUSIC QUINTET, SUCH AS THIS. PLAYS ORIGINAL MUSIC TO BACK THE COMMERCIAL JINGLIZING OF CUTICURA The ('ill ii lira click Siiiiiiiii: < oiiiiiu'im i.iK with original iniisii- Imm»s| medical 4kd so;i|l s;il«*«» Long use will dull the keen- est blade — and the same thing will happen to a suc- cessful advertising formula. And of all the events that can finally take the edge off the keenest selling effort, the most relentless is the change in peo- ples living habits. Officials of the Potter Drug & Chem- ical Corporation found that out in the latter half of 19,39 — in time to do something about it. Cuticura Soap and Ointment, leading Potter items, bad been top sellers in the field of medi- cated skin preparations for many years. There was no surface evidence that their dominant position might be disturbed. But up from New York one dav came Atherton & Currier's J. William Atherton. He had handled the Cuti- cura account for Morse International for years before taking it with him to his own agencv around 192"*. He had helped build Cuticura from a rela- tive!) obscure name among many struggling medicated toiletries brands to practically a household word. He had a pocketful of facts and figures that startled the conservative New England management of Potter Drug and Chemical. His proposal made the directors i or so the stmv goes I wonder whether the astute pilot of their advertising hadn't deliberatel) timed his visit to coincide with the absence of ultra-conservative president Samuel M. Best, who Was mi a Euro- ( Please turn to page 58) 23 MAY 1949 27 I'lot sequence of a daytime serial. Pictures courtesy of Radio Mirror The secre Writers com plain tic. .,», 1» it CtOftC wnen Jun'or meets stranger 9 • O fT (TTOUO toH as ^un'or !'*♦••>$ to parents quarrel II Oldllo learns about "easy money" i- dccldVdltsU about "Keeping up with Joneses" PART FOUR OF A SERIHS 3 Ml hoQfC about the stranger in town from her friend Shuffle Shober. She hears that Junior and the ITIfl lludlO stranger have been talking about "easy monev." Ma has inv ivited stranger home for tea life of a soap opera rrsiri«-iions o» plot ami characterizations severely limit program I'llonixnu'ss over-all Daytime serial writers are specialists in creating emo- tions that keep 20,000,000 housewives coming hack for more. The fact that thev aren't inclined to experiment with new ways of luring more house- \\i\cs to listen to more episodes is seldom their fault. The writer thinks of the housewife as a prospect to he entertained: spon- sor and agency executives think of her first as a customer. This scrambling of the housewife in a dual role is a major reason so many go "psycho- logically deaf" when the commercial comes on. Most writers instinctively recognize that the emotional effect is the mosl important element of their story, the appeal that keeps radios warm and waiting. Their ability to create this appeal hrings ears within range of a commercial. But paradoxically, the very appeal that lures housewives to tune a serial may act as a block to selling her. This problem Altitudes, Inc., researchers undertook to solve by making the writer help sell the housewife. They worked out ways to use the emotions he manufactures to dissolve "com- mercial deafness." Daytime serial writers are not in the same position as writers of important nighttime dramatic or comedy-variet\ shows. A Hope or a Benny, for ex- ample, may be as good — or as bad — as his material. That means his writ- ers. But to investigate listeners, or to listen to a few episodes of a few serials, might tell a researcher little about how soap operas get "that way." Without further insight he would be in much the same position as the Co- lumbus. Ohio, woman in charge of a committee to investigate the price of milk. She thought the producers were the cows. Despite the fact that the writer is immediately responsible for the story- experiences that attract listeners, there are important reasons why he seldom has the final say, why he isn't allowed to experiment. Other writers must pro- duce scripts that stand up on their own merit, apart from acting, direct- ing, and other production values. But once soap-opera characters and themes become set. they tend to become more or less "real" to listeners, to live in- dependent lives in the imaginations of serial followers. The writer isn't sup- posed to tamper with the stereotyped impressions listeners have of these lives. Neither is he supposed to present new views of life, or attempt to deal with old situations with a fresh ap- proach. Thus, the serial writers task of in- venting action appropriate to the es- tablished "family" of characters is generally considered less creative and therefore less important than the work of many other writers. There is some evidence that so re- strictive a policy misses the boat with many available daytime listeners. On the other hand, a serial strip is re- garded as a piece of corporate prop- erty too valuable to risk losing its hold on a known following through experiments that deviate from the formula. Sponsors and agencies frequeuth go further than merely seeing that a storyline stavs "in the groove." The extent to which they make storj suggestions and decisions depends upon a number of factors, such as the current popularity of the show, the reputation of the writer, ownership of (Please turn to page 42) 4TMirt 's displayed in stranger by Ma who asks " I! Wo\ him to bring the cashbox down to bank 5+hrt f Opt comes when stranger fights with his inner " UIC ICol self, wins against temptation to steal box 6thfl mnfol 's exP'a'ned by Ma. "Keeping up with UIC IllUldl Joneses" might have led Junior astray 23 MAY 1 949 29 Part Five of a Series The automotive story lU'iil case histories of down-to-earth air atlvertisini* «»ftV«*ii\ «»■■«»** The automakers, competing heavil) this year for a share of the estimated $5,000,000,000 market in U.S. passenger-tar sales, list hanllv a major firm in their ranks thai is not using radio or TV in one form or another. Chevrolet, industrv sales leader, is busv spending a $15-18,000,000 budget, much of it concentrated in wide selective announcement campaigns in radio and TV, net- work AM one-shots, and the T\ Chevrolet On Broadway. lord. Kaisei -|'ra/er. ISuick, Chrysler, Nash, Oldsmobile, a- well as the national dealer organizations ot DeSoto- Plymouth and Lincoln-Mercury, are regular AM network or TV network advertisers. Almost all auto firms are heav) selective advertisers, using for the most part e.t. announcements and T\ films. One large selective user. Kaiser-Frazer, found that a year of broadcasting announce- ments i in addition to network selling i brought sales in- creases of 10-20' < . \ growing list. too. ol auto dealers, among the more than 13,000 in the nation, are turning to broadcasting to maintain their sales rates in new ears and to build up business in repair facilities and auto accessories. Dealer failures in radio are few. and those occur mostl) because ol ,i lack of understanding of the medium and a refusal to promote broadcast advertising effectively. More and more dealers are going on the air with co-op support from the manufacturers from whom the) bu) theii cars and trucks, and a growing li-t ol automakers is including radio and T\ material in their prepared ad kit- sent to dealers, ["he "dealei group" type of advertising on the air. particularly among the various Chevrolet and Lincoln- Mercurj dealei groups, is growing, and now account- foi nearl) a quarter of all current dealer I A advertising. I here is real competition these < I . i \ - in auto accessories and the billion-dollar tire-and-tube market. \ irtuall) ever) major manufacturer has radio oi T\ in his selling plan-. Ford Truck Dealer SPONSOR: Hamco Trucks, Inc. AGENCY: Direct CAPSULE CASE HISTORY: April, 1949, proved to be the greatest month for truck sales in Hamco's history. As a result of a series of low-cost participations (live copy, plus visual cards) on WLW-T's "Peter Grant News" on Thursday nights, April orders from customers in the WLW-T area totalled 57 trucks, all traceable to the firm's directly-placed TV advertising. The visual advertising also stressed service for Ford trucks, and Hamco's repair business is now booming, according to Hamco's delighted president, Paul Westendorf. WLW-T, Cincinnati PROGRAM: "Peter Grant News" Auto-Lite Products SPONSOR: Electric Auto-Lite Co. AGENCY: Newell-Emmett CAPSULE CASE HISTORY: Auto-Lite, a consistent ad- vertiser in radio for years, switched recently to a CBS- built show, "Suspense." The whodunit thriller is being aired now both in radio, and, in a slightly different form, in TV. Says Auto-Lite: "We think 'Suspense' on radio is doing an excellent job of raising the visibility of our name and the understanding of our products and services. It is also helping us to extend our distribution, which is the primary answer to sales in the automotive parts business." Firm also increased dealer co-op radio. CBS and CBS-TV NETWORKS PROGRAM: "Suspense" Windshield Wipers SPONSOR: Anderson Co. AGENCY: Schwab & Beatty CAPSULE CASE HISTORY: A few years ago, Anderson was anxious to introduce "Sleetmaster" windshield-wiper blades in the N.Y. area, hitherto weak in sales for the firm. Dealer acceptance also had to be gained. Firm bought a Sunday-night WOR newscast, and after 13 weeks found that radio had brought all company sales in N.Y. up to par (only "Sleetmaster" was mentioned), had convinced two leading N.Y. retail auto chains to stock the item, and had produced introductory sales for "Sleet- master" beyond all hopes of firm and agency. WOR, New York PROGRAM: "Frank Singiser News" Pontiac Dealer SPONSOR: Jameson Motor Co. AGENCY: Direct CAPSULE CASE HISTORY: This Pontiac dealer, particu- larly anxious to reach rural listeners 75-80 miles from town, bought ABC co-op, "Headline Edition," with this result: Last six months of 1948, after radio compaign began, showed an increase of 305% in the firm's used-car busi- ness, always an important side-line to any new-car dealer. Jameson was able to prove that 54% of the used-car sales came from areas outside Alexandria, and most of the customers asked for a specific car they had heard about on the air. Jameson renewed for a second year. KALB, Alexandria, La. PROGRAM: "Headline Edition" De Soto-Plymouth Dealer SPONSOR: Bruce Perry Motor Co. AGENCY: Direct CAPSULE CASE HISTORY: After a few broadcasts with the ABC co-op show, "Mr. President," it was decided to test the pulling power of the show with a give-away offer in the commercial. An $8.95 spring tune-up was offered to the first 25 car owners who called in after the an- nouncement and correctly identified the name of "Mr. President" being portrayed by Edward Arnold. In the half-hour that followed, Perry answered 137 calls on a jammed switchboard. Says Perry: "We are convinced that Edward Arnold and WSAZ are top salesmen for us." WSAZ. Huntington. W. Va. PROGRAM: "Mr. President" General Tire Dealer SPONSOR: Empire Tire Co. AGENCY: Direct CAPSULE CASE HISTORY: An independent tire dealer in a rural area, Empire decided radio was answer to problem of reaching rural buyers. Firm sponsors the Mutual co-op, "Fulton Lewis, Jr." Says Empire's man- ager, J. M. Paris: "Lewis . . . has increased our 'drop-in' trade by at least 300%. In addition, it has served as an introduction for our salesmen in their calls." So success- ful has Lewis sponsorship been, that Empire has upped radio budget 200% to include sponsorship of regional high school and college basketball, feels it's paid off. KBMY, Billings. Mont. PROGRAM: "Fulton Lewis. Jr.' Pontiac Dealer SPONSOR: Wiebel Pontiac Service AGENCY: Direct CAPSULE CASE HISTORY: The problem of how best to spend a limited ad budget was solved successfully by this auto dea'er who bought a six-announcement-daily sched- ule on Bridgeport's WICC. The object was to step up the firm's repair business, and to plug the 1949 Pontiac line. After the first three days of broadcasting, 500 people came in to the Wiebel showroom and placed orders for 50 new cars. The firm's service trade, back- bone of the business, was increased to capacity, with results directly traceable to broadcast advertising. WICC. Bridgeport PROGRAM: Announcements Ford Motor Co. SPONSOR: Ford Motor Co. AGENCY: J. Walter Thompson CAPSULE CASE HISTORY: Ford, in recent years, has been particularly anxious to build up the sale of Ford trucks. During Dodger baseball telecasts, some awe- inspiring road test films of Fords at proving grounds were shown. The president of Adam Groll & Son, N.Y. truck- ers, was so impressed he ordered his first Ford truck without any further sales effort. Groll, who has withstood many attempts by local Ford dealers to make a fleet sale, said: "I purchased my first Ford because your programs convinced me you made a good product." WCBS-TV. New York PROGRAM: "Dodger Telecasts" Texaco Products SPONSOR: Texas Company AGENCY: Kudner CAPSULE CASE HISTORY: Texas' TV expenditures, via the Kudner Agency, have brought terrific returns in all TV areas carrying "Texaco Star Theatre." Not only is it the highest-rated show on the TV air as regards popu- larity, but the integrated commercials and the "pitch- man" routine of Sid Stone have made the Berle opus attain top heights in sponsor identification — 98.5. Pro- gram has a terrific mail pull running into thousands weekly, and three out of four respondents say they're switching to Texaco products. NBC-TV NETWORK PROGRAM: "Texaco Star Theatre" Chain Filling Stations SPONSOR: Bonded Gasoline & Oil System AGENCY: Various CAPSULE CASE HISTORY: Firm, long a non-radio user, turned to radio in 1948 and a Fred Ziv transcribed thriller, "Boston Blackie," to boost gas and oil sales for a large chain of independent filling stations. Show is now in its 18th straight month for Bonded, and gets high ratings in its Sunday evening spot, due to vigorous firm promotion. Says Bonded: "Since 'Boston Blackie' started sleuthing for us, we have traced a solid increase in our gasoline and oil gallonage. The teamwork is unbeatable." Show has upped sales 30-50%. WIRE. Indianapolis PROGRAM: "Boston Blackie" Chevrolet Dealer SPONSOR: City Chevrolet Co. AGENCY: Patten-Hollowoy CAPSULE CASE HISTORY: In late 1948, City's agency, Patten-Holloway, recommended using transcribed "Safety Spots" series of Harry Goodman. City put nearly all its ad budget into series. The agency reports: "Quotas set in the first third of the campaign were $41,000 for repair service; they reached $58,000. Again, $78,000 was the goal set for auto parts; they hit $83,000." Both client and agency feel that the "Safety Spots" did an outstanding job in selling vital service and auto-parts portion of City Chevrolet's business. STATIONS: Various PROGRAM: "Safety Spots" Phillips Gas & Oil SPONSOR: Phillips Petroleum AGENCY: Lambert & Feasley CAPSULE CASE HISTORY: This large regional oil firm has used selective newscasts and other programing, through Lambert & Feasley, for years with increasing suc- cess. Results were so good, Phillips recently increased its radio budget almost double to include sponsorship of high-rated "National Barn Dance" on 100 ABC stations in Phillips marketing area. However, much of Phillips' selec- tive selling remains. An unbroken 10-year run with KMBC's nightly "Erie Smith News" gets the credit for making Phillips petroleum sales leader in Kansas City. KMBC. Kansas City, Mo. PROGRAM: "Erie Smith News' TOO YOUNG TO VOTE (Continued from page 23) telephone-home listening audience per program. Since he seldom has reported multiple set listening habits* per res- pondent, his audience composition figures have been restricted to the listening to the family receiver rather than the receiver in the rooms of the teenagers. Since onlj 2(>.0' , of the respondents in this typical youth sur- " llooperatiiifis do not cover "second set' listening \e\ reported heai in- their programs ovei the "family" set. and since •''>!'•'< reported hearing their fa\orite pro- grams on their own sets, it "^ obvious that teenage program preferences haven't heen known — just guessed at from mail and premium offers re- sponse. Since the latter form of check- up is unsatisfactory because \outh listening swings frequent!) to the hig- hest premium, only spontaneous mail pull has meant anything. This means that girls have been catered to far more than the hoys. It also means that the under-13 year olds, who aren't 'CrOTTA OVT MOM TRACTORS/ w. hen it comes to big-money farmin', our Red River Valle) is mighty hard to beat! Last year alone, us North Dakota hayseeds in the rich Red River Valley harvested $311,350,000 north of form products — spent $100.7 II .000 in retail stitres — had an Average Effective Buying Income 29.9°/c above the national average! \\ I) \^ . Fargo, is the one. Grade-A radio approach to all this extra dough, because Red River Valley farmers and city folk alike have rated it their top- favorite station for 26 years prefer WDAV. 5 to I ! (f«'I all llie facts today! Write us or ask any Old Colonel at Free & Peters. wwy FARGO, N. D. NBC • 970 KILOCYCLES • 5000 WATTS FREE «\ PETERS, INC., Exclusive National Representatives 32 given to writing fan-stuff, have been a greal question mark — and still are. Of late, because of T\ which is catering to the exhibitionists among the young- Sters and their mothers, there has been more concrete evidence of 3-13 vear viewing group. This group doesn't spend its own mone\ but it's outspoken about what it wants to eat and what parents have to buj for them, i Next fall, current reports indicate that par- ents will have to costume their off- spring as cowboys, Howd) Doody, or a Shmoos. AuthoriU for this is the Boys Apparel & Accessories Manufac- turers Association, which points to department stores over the nation in- stalling juvenile western departments. I Although it might be supposed that comedians or popular music would lead in program preferences. Lux Radio Theater, because of the strong femi- nine interest, leads the combined bov- girl 13-1(J vear rating. Baseball is sec- ond, and that's because of t lie strong position which play-by-play broadcasts hold. The teenage "Top Twenty" in the 4- c it\ survej i actually 21 shows are re- ported due to a tie) are: TEENAGE TOP TWENTY Pi Ogram Perce ntage' Lux Radio Theater 21.2 Baseball 14.2 Bob Hope 13.1 Hit Parade 12.8 Jack Benny 10.5 Arthu 9.1 950 Clul) ( Philadelphia) 7.0 Henry Morgan 6.3 Red Skelton 6.0 Bing Crosby 5.8 Sam Spade "•. i Studio One 4.8 Stop thi Mu n 1.7 Dance Land i Philadelphia I 4.6 Chesterfield Sapper Club 3.8 Escape 3.7 Horace Heidi 3.3 My Friend I rata 3.3 Fred Allen 3.1 Make Believe Ballroom (N.Y.) 3.0 Vaunhn Monroe 3.0 Percentagt o) respondent* (l,tit) who se- lected eaeh program as "favorite." In the younger-bo) group in this I .ill'i-i l sm \ c\ i I 3 I "i i there was much less evidence of the popular music yen than in the average. The girls on the ollnr hand in the same three-year span alreadx ha\e developed the disk-jockey listening habit. The short-dress contin- gent listed Philadelphia's 950 Club second which mean- that practical!) all the Ouaker ('it\ sample must have \oled for it. since the report covered all four cities. The) listed Hit 1'arade third and Dame Land I Philadelphia I . Make Believe Ballroom hit their lists. Sponsor identification among the \oiilli (13-l()l -ample was nothing to write home about, as the chart used with this report indicates. In no case (Please turn to page H) SPONSOR L^y lit nUTBT BBS on the airwaves ^vne>v 5«5 <«>»*" »U* new yorVt7.n.T- Harch 22 19*9 „ UWiftl°ls S . Programs ln° Mr » V"?* Feature Pros WB*^°?ytb Street He* *°rVt W Dear Cy- Hoop & C0-Vesident and Vice • Director « .our «»Bt Nefivork Calibrefrograms at U<*\ s^v° W* LANG-WORTH feature programs, inc. STEINWAY HALL, 113 WEST 57TH ST. NEW YORK 19, N. Y. Mr. Sponsor asks... "W hv aren't more daytime serials sponsored I on a local-retail basis?" Bernard Rosenberg Vice President in charge of sales Cameo Curtains, Inc., N. Y. The Picked Panel answers >li-. ItoKennerg r,\s a verv prac- tical matter, the national selective or local-retail sponsor looks to two sources for prog ranis : ill local production. i2l transcribed programs. I here arc ver) few lo- callj produced daytime serials. The problems of good scripts, good casts, good production are much too difficult al the local level, and their cost on a five-per-week, single-citj basis becomes staggering for the sponsor or the sta- tion. Of course, transcribing the pro- grain can answer both of these diffi- culties. However, there are feu tran- -' i ibed da) time serials which can measure up script-wise, cast-wise and production-wise. Furthermore, one of the secrets ol the successful davtime -crial is "long-run. Leading network 31 i ill- usuall) ha\ e been on the air ovei a length] period, sometimes as long a- ten to 20 years. There are ver) few transcribed daytime serials available on such a basis. II a national selective or local-retail advertise! '.urn- to us foi a daytime show to reach tin- housewife, we would he in position to offer him several da) time serials, a- well a- musical, varie- ty, or comedy shows. But my guess is that such an advertiser would turn them down in favor of our husband- and-wife show. Meet the Menjoiis. with Adolphe Menjou and his wife. \ erree Teasdale. Why? 1. Sponsors usualK like "names.' Davtime serials usually do not include big-name talent. 2. Sponsors usually like to promote their shows in order to whip up en- thusiasm on the part of their sales- inen and dealers. Obviously, it is easier to promote enthusiasm with a "name"' personality. 3. National selective sponsors usual- ly plan radio-page newspaper ads. pub- licity, and store displays. Local-retail sponsors usualK like to plan promo- tion, including window displays, ele- vator cards, envelope stuffers, etc. Names like Menjou attract more at- tention in window displays, elevator (aids. etc.. than is usually possible with the promotion of a soap opera. 4. Daytime serials seem to do best when slotted in with other daytime serials. The local outlet for the net- work- which carrv most serials usuall) ha\e no such time availabilities, where- as, the other networks can-) practical- ly no daytime serials among which to slot yours. \ Mr. & Mrs. program, or a musical, can he successful in almosl an) lime slot. 5. Another practical reason becomes apparent at the lime ol the all-im- portant audition of a daytime serial, which audition doesn't always impress a prospective sponsor. He can ap- preciate a musical, or realize the value of a name -how and if he looks al the lloopcialing of Mr. \ Mr-, shows which win markets where thev arc running, he hud- that tlicv invariable pull higher ratings than the leading soap operas on the same stations. So. regarding davtime serials: we have them, and they're good. But spon- sors seem to prefer shows like Meet the Menjous. They get name values. quicker action, and they seem to get better results. Frederic W. Ziv President Ziv Corn pain. \ . ) . 1 am glad to an- swer vour ques- tion for it i- an important one which we keep asking ourselves. The answer we believes lies in a combination of factors which slowly, perhaps, but steadily are being overcome. It is generally accepted that davtime serials arc best programed in the block system. At the local-station level this is possible only on the network outlets being fed daytime serials on the line and. of course, where this condition is favorable, the difficult problem of adja- cent time availabilities asserts itself. I he -ei .hi. I factoi lies in the \ ehii le itself. To realize full) the returns possible through this type of program- ing, the local or selective advertiser must he prepared to embark on a long- term schedule. The daytime-serial audi- ence is not buill overnight. It doe- lake time lo establish the show and to develop a loyal listcnership. Network advertisers and their agencies seem to understand this, for ihev continue to schedule serials with effectiveness. 34 SPONSOR As a third point, it occurs to u> that the national network advertiser is more objective in the selection of his pro- gram vehicle than is the average local radio sponsor. The national adver- tiser places his problem in the hands of the experts, the people who analyze his market, know the medium, and shape the program accordingly In the final analysis, it rests with us as producers and distributors of tran- serihed daxtime serials available for national selective and local sponsorship to do a more thorough and effective job in winning over these advertisers who are not yet aware of the great potential this long-established program type holds for them. Certainly we have enough sales ammunition to borrow from the networks' bulging files of successful case histories. So strongly do we believe in the daytime serial for this field that the most recent addi- tion to our syndicated program catalog is the five-a-week serial drama Aunt Mary. We are glad to report it is al- ready doing a fine job in a great many /cities. Donald J. Mercer Director NBC. Radio Recording Div. New York There are several reasons why rela- tively few local retailers or reg- ional operators have taken ad- vantage of the most popular form of daytime radio — serial dramas. The reasons can be traced back to the early days of radio. No single sta- tion could support the writing and production cost for five programs a week. And transcriptions in those early- days lacked high fidelity and uniform quality. As a result, radio editors of newspapers were vehement in their criticism of transcriptions. In this atmosphere, many agencies were hesitant to recommend serial dramas to their retail or regional clients. Others, eager to put this popu- lar and effective form of radio to work for the products they advertised, found their clients were allergic to tran- scribed programs. Later, of course, techniques were im- proved to such an extent that quality BIGGER . . . BETTER . r^~ — than Ever FOOTBALL HOCKEY 1 BOXING TRACK AUTO RACING „ "Ernie'' Webber, president ol Webber Motors, Omaha, spon- sor ot the "Sportlog." J ** «* \ Bob Steelman, KOJL's Sports Director, featured on Webber Motors' "Sportlog." 2nd Year of the Midwest's Biggest Sports Package WEBBER MOTORS'* Tremendous results the first year! Now, Webber Motors' "Sportlog" starts its second year greater than ever. Two new features have been added — Football and a Hunting and Fishing series. A combination of all KOIL's sports programs — "Sportlog" is 100% spon- sored by Webber Motors, Omaha, dis- tributor and dealer of Dodge and Plymouth cars and trucks. Webber Motors is just one of the many local advertisers who buy local shows on KOIL IN A BIG WAY year after year. GOLF KOIL pKo"- B„;,ds That pays 0£, J°S advertiq^rc KOIL today SCrS "S0C "°US serv'ce for over 5 years. KOIL is TOp naS Stat,'°n in ^ nafon ,„ morni afternoon audience 11 s second at „• i.' ' Oan.-Febr '49h' ">■ Ask about KOIL area'0" "" the °^* OMAHA & COUNCIL BLUFFS BASIC ABC Represented by Edward Petry & Co. 5000 WATTS 23 MAY 1949 35 ol transcriptions was equal to and often better than that of local and even net- work programs. \lthough the preju- -ull remained in the minds of man) advertising men. a few progress ive agencies and advertisers decided thai the advantages of using serial dramas would no longer be denied them simply because the\ were local advertisers. Shows such as Linda's First Love and Judy & Jane proved what could he done. Almost immedi- ately transcribed serial dramas were offered to agencies and advertisers b) syndicates. However, most of these programs were over-priced and Lnade- quatel) financed, and the agencies, realizing that continuity and long life were prerequisites, refused to sponsoi the programs without the assurance that 201) in ~>20 episodes wen- avail- able. \ few, of course, were sponsored and |no\rd to he just as successful as the network serials. But the succe>- of serials and their increasing use on the networks produced a new problem for the local or regional ad\ertiser — "net- work preemption. "" The local adver- tiser no sooner got himself set in a g I time spot than he was forced to move to another spot which disrupted his continuity — a fundamental of suc- cessful serial drama usage. The foregoing are, it seems to me, the chief hurdles that have deterred many local and regional advertisers from use of this type program. Only a few agencies and selective advertisers have the experience and determination necessary to overcome these handicaps and thus obtain the advantages accru- ing to the large network advertisers. Kathryn M. Hardig The Ralph //. Jones Comfxiny Columbus, Ohio fr % Urn •k t ( , m />ii mi w> . You don't have to break through a shell of sales resistance when you use WIBW to sell the Kansas farm audience. When you used WIBW, you're already on the inside! Because we've been a farm station for 25 years, we have the loyalty and confidence of these big- buying farm families. You'll understand why WIBW advertisers get more sales, faster distribution and greater profits when you let us sell your product . . . from . • the . ' .INSIDE w w SERVING AND SELLING "THE MAGIC CIRCLE" WIBW - TOPEKA, KANSAS • WIBW-FM Rep: CAPPER PUBLICATIONS, Inc. ■ BEN LUDY, Gen. Mgr. • WIBW • KCKN • KCKN-FM Many retailers spend nearly 10(1' , of their appropriations to move about 5% of items carried in stock, at al- ledgedly reduced prices. The con- sumer acceptance on these items has. in main instances, already been I /'lease turn to page 40) m The listener _L was absent mind- ed. He forgot to put an address on the postcard. But on the back he had written: "Dear Will: Please send me the flower bulbs you have been advertising." That's all he wrote, but it was enough. The postoff ice sent the card right to "The Old Corral" in care of KOYL — right where it belonged. That's just one example of the acceptance of KDYL in the rich Utah market. KDYL-TV, now in its second year, does the same sort of smart selling job m television, too. National Representative John Blair & Co 36 SPONSOR CoH or writ* your nearest HHiSK ' ^fe I PETRY office ^V^V ^T^B L^^. 50,000 WATTS FREE SPEECH MIKE THE GOODWILL STATION, INC. — Fisher Bldg., Detroit C. A. RICHARDS Chotrmon of fW Boor a* FRANK t MULLEN HARRY W1SMER Am fo rrt* P'«>. 23 MA> 1949 37 IT TAKES A LOT TO COST SO LITTLE ! y .ou get more from wbbm for your Chicago advertising allowance. Because ''Chicago's Showmanship Station" has what it takes to deliver many more of your customers than any other Chicago station. A_ LOT — wbbm commands the highest rating during 205 of the 260 quarter-hours between 6:00 AM and 7:00 PM, across the board. About four times as many quarter- hour wins as all of Chicago's other major stations combined!* FOR LESS — Because so many more people listen to wbbm so much more of the time, a daytime sales message on wbbm reaches each of your prospective Chicago customers at far less cost than a similar message on any other major station. To get a lot more for a lot less, buy wbbm -Chicago's most sponsored station for 23 consecutive years. WBBM * I •ills, mil, In 'I mi .In CHICAGO'S SHOWMANSHIP STATION CO] I'M HI A OWNED -50.000 W VTTS REPRESENTED BY RADIO SA1 .I,,,, -Fi/i I'l'.l created by the manufacture) s na- tional advertising. Some retailers have the sales background or vision to see a long time promotion such as a day- time ratlin serial. These are usually leaders in their field. Daytime serials are projected on a basis <>f accumulative1 results, eoti- stantl) and -te>aelil\ building 1>\ repe- tition to largely, the same group. Such serials are tremendously effective be- cause the) iie-t a portion (if the buying public intensel) sold, instead of the whole population half-heartedl) sold. \ dramatic serial demands that the listener either give rapl attention <>r turn it dlT. Ili> mind is washed <>f all competing distractions. The commer- cial announcement falls on a complete- ly receptive mind, and is absorbed so thoroughl) thai sponsor loyalt) and buying urge are far greater than with other promotions. This "favoring wind"' usually at- tains greatest results onl) when sup- ported b) a definite merchandising plan. Here is where so mans "spot" programs, or network co-ops, for that matter, fall short. I hex are the brain- children of an entertainment mind. in-lead ol a selling mind. The true selling mind creates the1 merchandising plan upon which the whole program rides merchandising ftlT u) First Award — 19TH INSTITUTE FOR EDUCATION BY RADIO Again WBNS gains another First." This time for its holiday pro- duction of "Santa Claus Land" written and produced by Park Blanton and Chet Long. It was cited as being an original and effective approach to the idea of Santa and his elves in Toyland. A produc- tion that was so different and typical of WBNS that it won the award "hands down." • 5 2 % OF COLUMBUS FOLKS OWN THEIR HOMES When families move to Columbus they come to stay. They enjoy the city with its metropolitan hustle and close-by rural area. 163,550 of these families are loyal WBNS listeners. Their buying power has proved again and again that WBNS time pays dividends. ON WBNS SINCE '41 HflNNfl A recent survey shows that Hanna Paint is the first choice in the WBNS listening area. Consist- ent announcements on this station have helped put this company in its top position. COVERS tYATRAL OH}0 IN COLUMBUS IT'S n POWER 5000 D«1000«N CBS first — entertainment te> fit. The show- business mind usuallx performs in an opposite manner. One department store, for example, bought a serial juvenile-appeal pro- gram for a one-year run. The program xxith its merchandising plan, xxas in- teneleel to accelerate sales in their juvenile department. \t the start, an- nual sales freim this department we're $200,000. One year later, figure- in- dicated a s 700.000 annual xolume. This was done' b\ no special bargains, inerelx using a whole1 merchandising plan, not just a program xxith com- mercials "tacked em." Entertainment value, which j >i» >- duces high popularitx ratings, is of course vital. You can'l sell to a vacuum. But, let the program ride a beam a basic idea which wraps around a whole' merchandising plan, and let the radio-station salesman stuelx his subject more thoroughly, and. inevitablx. more elaxtime serials will be sold, not onl) t<> retailers, but other local or sectional aelvertisers. Ill SSELL C. COMKH Russell C. Comer Co. * * * Kansas City. Mo. I ASK JOHN BLAIR DON e • JOHN 1 MUTUAL NITWORK 710 MLOCTCIIS • 3,000 WATTS NIOHT 40 SPONSOR TOO YOUNG TO VOTE (Continued from {Hipe 32) did the 13-19 year group approach the levels of sponsor-identification ratings as reported by the Hooper organiza- tion. However, one factor must be taken into consideration. In the case of Hooper, the question is asked while the listener is tuned to the program. In the case of the Gilbert-NBC survey the respondents were asked to identify the sponsor of the program the) had listened 'Xo last week. It's one thing to name a sponsor of a program to which the respondent is listening at the time, and another to recall the name of the advertiser after recalling a pro- gram as a "favorite." Sponsor-identi- fication recall will always be lower than coincidential. Nevertheless, the discrepancy between responses in this "recall" vouth survey and those of the Hooper coincidential sample is surpris- ing. If this survey can be accepted at its face value, there is a great need to in- crease the brand-name consciousness of men. To quote from the soft-dring section of the report. "As boys grow older they lose some brand conscious- ness, whereas girls increase in brand consciousness. The effect is that about one-third of all boys and girls in each group have no favorite soft-drink." Since soft-drink consumption is greatest during 18 and 19, advertising is failing to do its job when one out of every third teenager has no favorite brand. Program desires for the under- 13 year group have been changing rapid- ly. The old Uncle Don may be replaced by Howdy Doody but the concept is different. Uncle Don talked down to the kids. Howdy Doody and his men- tor Bob Smith treat the moppets as equals. That is not only indicative of Boh Smith but it's true of most high- rating programs addressed to children of all ages. In a forthcoming issue, sponsor will report on juvenile disk jockeys from five to 15 \ear olds. It will report on what makes the Rumple Humbles of broadcasting get out and do selling jobs that outstrip their predecessors. Broadcast advertising continues to grow up. Every generation wants some- thing different than its forebears. Even if it doesn't know what the previous generation listened to. Most of those in broadcast adver- tising today don't know either.* * * IVTIG DOMINATES THE PROSPEROUS ^OffTHSRM MEW CMCAJHn** iMARKEf Paul W. Morency, Vice-Pres. — Gen. Mgr. • Walter Johnson, Asst. Gen. Mgr. — Sales Mgr. WTIC's 50,000 WATTS REPRESENTED NATIONALLY BY WEED & CO. WMT makes big ones out of little ones in Marble Rock (IOWA) Making- mountains out of mole-hills is a desirable condition . . . when the mountains are markets and the mole-hills their relatively small components. In Eastern Iowa, WMTland is a mountain of a market, made up of more than a thousand communities whose aggregate population is well over a million. Marble Rock is typical of these communities, small but significant, rich in buying power and loyal to WMT's exclu- sive CBS programming. When you want to reach all the Marble Rocks in Eastern Iowa, tell WMT's prosperous audience and 6tart your sales curve mountain- climbing. Ask the Katz man for full details. \ WMT CEDAR RAPIDS 5000 Watts 600 K.C. Day & Night BASIC COLUMBIA NETWORK 23 MAY 1949 41 |).*i. (Continued from page 18) mercials may be fed to each chain, although all commercials will In' heard on the air. Current status oi acceptance ul point-of-sale aural advertising is indicated b) actual business being |)laced in New England, the origi- nal storecast area, where 5 7 of the available commercial time is now sold. \ number of independent operators of supermarket broadcast advertising have run into difficulties, making, in main eases, the same errors thai Storecast Corporation did at the outset. Most new operation- are owned b) local stations and investors, with pioneer point-of-sale groups acting as national representatives for the instal- lations and as management consultants for the actual operators. Speakers in markets are. in most cases, installed in ceiling rather than below bins as in Norwalk (Conn.) giant market. I sual store has around 20 such speakers to cover the entire merchandising areas. IM transmission, rather than telephone linking of stores is proving satisfactory, and expansion to giant-market national coverage waits i .-nl\ upon the organization of sufficient local groups and stations. Man) IM stations that have desired to add supermarket advertising to their services have not surveyed the supermarkets in their areas and the grocer) retail volume done in their supermarkets. Just want- ing to operate a point-of-sale broadcast service isn't enough. Store- casting is merchandising a> well as advertising. Its payoff is in direct sales. It isn t enough to have a good signal, excellent program, and a good chain of markets in which to operate. It takes merchan- dising plus. plus, and plus. DAYTIME SERIALS (Continued from page 29 ) the show. etc. The mere fact that an executive fancies himself as a literal) man ma\ account for a change or decision. Package as well as agenc) producers often rule their writers with an iron hand. I he\ are naturall) c erned with keeping their propert) sold. To some producers that means filling a script with excitement with a capital E from the opening strains of the theme musie. For \ ears the favorite beginning of one package producer for a new story sequence was a rock with a note attached crashing through a window. That this and similar cliches never seemed to dent the ratings of his shows appears onl\ to emphasize the importance of the symbolic content of the program. In fact, Professor C. H. Sandage in a stud) of daytime listen- ing in two Illinois counties found that '"program content seems more im- portant than st\le of presentation in attracting listeners from a specific education, community, or age group." Sandage is Professor of Advertising ATTRACTION ^Jte Ji at the I niversit\ of Illinois which has just published results of this stud\ in a bulletin called Qualitative Analysis of Radio Listening in Two Illinois Counties. Something about owning a show, or being responsible for keeping it sold, seems to inspire a producer to some- thing slight!) more than paternal in- terest in what a writer does with the story. Ed Wolf of Wolf Associate-, a successful package producer for man) \ears, once conceived an idea for a serial about young twin orphans. He hired Addie Richton and I Aim Stone in 1936 to work out the idea in detail, and the\ "founded" a home for child- ren, Hilltop House, at Glendale. U.S.A.. and built a stor) around the people in it. Wolf, who is no one to hang onto an idea just because it's his own. promptly abandoned his twins, adopted Hilltop House with Selena Royle as matron, and eventual- ly sold the show to Benton X Bowles for Palmolive soap. Miss Royle had auditioned the show, which won out in competition with two others in final audience tests. But Palmolive had alreadv bought Bess Johnson I the voice that built four plants for l.ad\ bsthei i. Mi-- Johnson took, over the kiddies at a salar\ of $1,500 a week. She ran Hilltop with an unshaken touch even through an amazing se- quence, cooked up and seasoned b) Wolf, about a baby heiress foundling kidnapped b\ gypsies. He continu- oiish admonished the writers to "keep it down in the cellar, girls." But Wolf, being a man of integrity, did insist that the cellar be clean and the people in it decent. One da\ at an agency meeting it w as decided that Hilltop could easily top the David Haruin give-away of a horse a week. Hilltop, for three soap bands and a prize letter, could give a baby a week! Everybody was enthusiastic — every- body, that is. but the writers. The) were horrified. They were commanded to interview a child-care organization in Manhattan, which represented agen- eies in nearl) ever) state. The organi- zation threatened to fight the project state by state. The agency and Wolf settled for an imitation jade pin. The program went off the air in 1941 when the Palmolive account moved to the Ward Wheelock agency. I he) demanded a cut in the budget I around $2,400 a week, minus Bess Johnson I which Woll wouldn't make. Ward Wheelock hired Miss Johnson lor another show, and Hilltop House couldn't be sold soon thereafter be- cause it was identified too closel) with her. It was off the air until May, 1948. Miles Laboratories began sponsoring it in September of that year for Alka-Seltzer, and has held the program since then. \ qualitative test of the show b\ the Schwerin Research Corporation has revealed that listeners have a posi- tive likina for the leading male charac- ter. Mike Paterno. Mike is a lawver who is in love with Julie Ericksen, the angel of Hilltop House. But Mike is no ordinary soapland lawyer- Addie Richton and Lynn Stone are develop- ing him as a man with a personalit) of his own. a man not onl) capable but also willing to make decisions on his own and stick by them. This, being contrary to the tradi- tional treatment of men in soap opera, is an indication that not every stor) must necessarily make an appeal through the device of spineless males. The same Scherwin tests revealed that As always, the new Charlotte Hooper* shows WBT is the biggest attraction in town. With ratings soaring as high as 20.6 by day and 31.1 by night! No freak peaks these. Day mid night, all through the week, H BT gets the lion's share of the listeners. A 311.7' ( bigger average audience than mi. other sta- tions combined. Way bigger than the next station by a rip-roaring 152.9' , ! (Outside Charlotte, in 91 other high-income Carolina counties, 50,000-watt W BT has \ irtually \<> competition from other Charlotte stations!) Want to make your product the center of attraction in the Carolinas? Sign up with u- or Radio Sales. */)./. 1948 Ftb 1949 Jefferson Standard WBT Broadcasting Company .}(>.()()() wall- • Charlotte. N. C. • Kepre-eiilcd by Radio Sales Hilltop listeners are much more in- lerested in the problems with children (the principal slant of the program) than in romantic or other complica- tions introduced as sub-plots. This further suggests that sub j eel matter for daytime serials need not be limited to stereotyped imentions in the traditional style. If this were merely a question ol producing a greater variety of subject matter and a "better" literarj product, the notion could be discarded instantly. It becomes important to sponsors in the possibilities it suggests for increas- ing daytime audiences. The Warner and Henry investigation referred to earlier in this series indicates that non- lisleners in the group above the Common-Man level could be interested in sounder dramatic treatment of the \er\ same subject matter. For example, a wife learns that her husband, a doctor of unquestionable integrity, is about to be accused of malpractice. Instead of letting him in on the matter, which involves his professional standing and perhaps their whole future, she "handles it herself," without mentioning it to him. how to ALTER A BRAND ! hen sales figures of your brand need to be altered UPWARD in South Texas. . . Iegally, of course . . . better heat over Brandt Reproduced ! C. C. DABNEY, Fredericliburg. T ^HOt/tCI FAMOUS WESTERN BRAND The argument for this kind of characterization, of course, is that it is necessar\ in order to show7 how the good wife can successfully meet any threat to her security. This overlooks the fact that sounder dramatic hand- ling of character would provide for the husband"* taking his propel share in the action, while still allowing the wife to swell housewifely hearts with pride in her courage and intelligence. The effect might be even more im- pressive if the wife's peculiar abilit\ to help her husband in such a situation were shown triumphing side h\ side with his own energetic, but unsuccess- ful effort to save his reputation. When Sandra Michaels serial. [gainst The Storm, went on the air in the mid-thirties opposite Big Sister, it built from a 2 to a 7 without taking any measurable part of Big Sister's audience. This seemed to indicate the program drew a substantial portion of it* audience from new as well as regular sei i.il lislenei - w ho adder! il to theil lineup despite its break with traditional daytime serial formulas. WANNA MAKE A SPLASH IN CANOE (Ky.)? a .ales nPP^S enough folks .here to make a u In Kentucky, »« ffl* Tradnig naught w J* \££dcarti exdu- sil ,ely to «»•- AJJJ ; nl concen- Slate's "V^V'X „„ infi Income pi is an Effective B uj.n^ . higher »"" ' , J, freal average outndi ' , lj6t „8 So how about it, Skj ; f.ando__ Bhow you what ^A without Canoei N»C - SO, OOO W* Represented by EDWARD PETRY & CO INC New York, Chicigo. Los Anjclcs, Detroit. $1. Louis. Dilln. S«n Francisco. Allinu. Boston 44 SPONSOR No investigation, unfortunately, has ever been made of the degree to which the distinguished writing of Against The Storm was a factor in its popu- larity. The fact that critics have called it a literate, beautiful job of crafts- manship, and that it won a Pcabody Award in 1941, is not necessary evi- dence that listeners appreciated the same qualities the critics did. Many thousands of letters from listeners, however, did express sincere gratifi- cation for both the writing and con- tent of the show. The new Against The Storm series that Philip Morris started sponsoring on Mutual last April features half-hour instead of quarter-hour episodes. In recommending the series to Philip Morris, the agencx. Cecil \ Presbrey, Inc., was very conscious of the in- crease of women high-school graduates by more than 3007c since 1920. A writer's owning a program, as Miss Michael does Against The Storm, is no guarantee of easy sailing in developing the story. Attempts of agency people to influence her treat- ment of the story, according to Miss Michael, caused her to ask for cancel- lation of the original program in 1942, although it had consistently held a place among the first ten serials. The impact of the war led writers to attempt, with the blessing of agency and sponsor, a bit more realism. For one thing, psychological and scientific theories that bear on the daily lives of people in the serials have been in- troduced. Warner and Henry found, however, that merely to talk about such theories was on the whole distracting and un- satisfactory to most soap-opera lis- teners. For example, making doctors chat with patients about new medical discoveries, Freud's theories, etc., may give a story an air of enriching the listeners life. But earlier tests at the University of Chicago by Sherman Dryer indicated conclusively that ma- terial handled in such maimer isn't well remembered and doesn't compare in entertainment punch with the same material used dramaticallv as part of the story action. \oi all writers are free to construct their own storylines, even under super- vision. \X liters on the ten serials now produced by the Hummert organiza- tion are provided with story outlines for which the) simpl) do the dialogue. The Hummerts themselves keep all (Please turn to page 58) it's easy. IF YOU KNOW HOW! OOME people will swallow anything, we know — but how did anybody ever swallow the old misconception that "all radio stations are pretty much alike"? KW^KH is very different front any other station in its area. In our 23 years, we of KWKH have built this difference by studying our audience, by testing our programming, and then by spending the time and money required to give our people what they want. Proof? Well, during its 4 performances in March, the Louisiana Hayride, KW/KH's Saturday night fea- ture, drew more than 12,000 paid admissions! KWKH is different. Among all the CBS stations rated by the Hooper Station Audience Index, KWKH consistently ranks near the top, morning, afternoon and evening! May we tell you what this can mean to you in the important Shreveport area? KWKH cumin Texas 3H'IIIHM.'M 50,000 Watts CBS Arkansas M* • • • ississippi 1 he Branham Company, Representatives Henry Clay, General Manager 23 MAY 1949 45 4A As a sales-producer CBS today holds the high altitude record among all networks. For today you find on CBS the greatest aggregation of stars and the most powerful facilities combining to sell billions of dollars worth of goods to the largest number of listeners at the lowest cost of any network in radio. The Columbia Broadcasting System I SUNDAY MONDAY DRV TUESDAY | WEDNESDAY THURSDAY opv FRIDAY c\H\P VV 1 ..• ■a? 1 " . w . ■ 8:30 8:45 _ O 8:30 8:45 -9- 9:15 9:30 9:45 -ID- ions 10:30 ^June 1349 Comparagraph in next issue r^ .. ■ ^^ SPONSOR* .... "s^r 5r ,.,.,..,_0..„ ■jjfl ■-,., Ai::;' •'7.T- *5S£* Sr -sr -:;;, |)I«)C s •S;: ■ Si 9:15 930 imio i- Cl»k "a? , a.. C°.p" ■~IWCU c«. «■ o.^ i;«ic ;Sr 7»"ic ~Er 'tSjt" 1 [!«]& *°t^^ S3 *«*!, b '»«*- M . >■■ .,,-. ■ Hi: -sr ""€:. ■•-. 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Hu';.:r.r," "^i5f« .'«': 3jg« °K"f *"*""liui KB ►W.F.I, igs ^Sh p '•"•'„, i;p: pM] KK .'ir..-'.,' 3:45 -4- "rci^ bst . . ".' ;!S;; sr» m"..;'.';;. m -4- SATURDAY June 1949 PROGRAMS HT-X^1""' ' .?»'. yfcjff**^ L ,!«£! 3 :;;.'" Jii L. '.£:: .'"'.: I JO,- H'T^Vi^.™ i.' '?«■" B1 ?• 3S Ilpf S::r'"c" L ***►- S^ssx"" ». .;"',: Sir™ "' iiSm '."£?Z£X-*. »« '.'Ti*""*'1"" i* t"t~ ■.....■ » H«P- 'vr;:v'";V^ * 'iSjt ^T-'b^lt™' MI !«,-. W-7.M.C—* "/ h::?.".:.,.?*.i1 "'. £!£ !:l','',(.',;^""' £ 'j™°; wixsr Jw. S£ teS^rc- 1 ;™;; S^hS' ".' '«■ ■ KwUvI'w.. m-> '.w',I ' Jt**t.. h- U;: " 'J»rr :;.rr I^P WRJ ^r~ sfSr o,u>^. JSi C-. M ::,::■ ...;■;; v*r """' "«]"► ■ : =5^13;, ^H ,."::.. •^eJB: ,",:.... iSl Sag; i ;. ■j 'SS' V;:.: .".':;:, c«. :'■;:-. cL., 0**^„|NBB 1 ^ l"-'"(;;;;N t.Z" ix;-£r;. ■:■■:: mIj'h H i,TgX C«p i.."*.,.. »".-!" ^JH ^ "" nGJn ss ■ *£*- Jiid '-'—'" P| sssast. ..:•-., WJubm _ss- '»'-'•• w.jj.. (.,,.. K&ifl -SS- . ....,., ^'j'cl"'""''' w sags Qwtwthh £K3, w- fi% M £sa S£? Chaldj a. «• isa :-f ^.t„-,i..„ s= s» *, '"£}'- -, ;:. '^S,, ^;;[H_ ""%';; ' «s "ZZ — -^H °?~ CBI M,d..,K, |M)N hl!U> C.p. M.i..,*. aaiSj, °'lr .,.„,.. C.pl M,d~ghl ^B— ^ ' "'[110 «ftffi£» ■■.. ""sr.. -'r^Tc £3£=H " ""HkT* t.i!^L"j;„, ^H^ flOO| ""^i*,! -;^rc «2£; """w "jgs, 3s^H "•-!;;;. ..,:r.:":... ss SUNDAY MONDAY „«„T TUESDAY WEDNESDAY THURSDAY p.™, FRIDAY SATURDAY HB[ IBS mBS I1BC | RBI IBS RIBS I1BC . RBI CBS RIBS HBt | H|[ CBS RIBS RBC 1 RBI US RIB5 RBC RBI IBS RIBS RBI | RBI IBS RIBS HBt i_,K~ ,:;.'■ '.T.B. '•;:,";:.' . Posed by professional model Jim McLcme In The Olympics — Station WHEC In Rochester.... ....FIRST BY LENGTHS! * meter tree j in tn& ^imm-nLt5ear, James markab\e l heado{^f compe«uon ^HEc, in *ochf out ahead,' WHEC is Rochester's most-listened-to station and has been ever since Rochester has been Hooperated! Furthermore, Station WHEC is one of the select Hooper "Top Twenty" stations in the U.S! (Morn. Aft. and Eve.) latest Hooper before closing time. STATION STATION WHEC B MORNING 41.0 23.9 8:00-12:00 A.M. Monday through Fri. AFTERNOON 36.2 27.1 STATION c 7.6 8.1 STATION STATION D E 4.5 15.4 11.6 12.2 12:00-6:00 P.M. Monday through Fri. EVENING 6:00-10:00 P.M. Sunday through Sat IE LISTENING: - 37.2 32.7 6.5 8.2 14.0 OCTOBER 1948 thru FEBRUARY 1949 STATION F 5.9 4.3 Station Broadcasts till Sunset Only HOOPERATING MEMBER GANNETT RADIO GROUP ^^^e^t N. Y. 5,000 WATTS -Representatives: EVERETT & M c K I N N E Y, New York, Chicago, HOMER GRIFFITH C O ., Los Ange/es, Son Francisco 23 MAY 1949 51 Andre Baruch, for 13 weeks, stooged for a different magican every week to sell the "magic" of Polaroid TV lens for all sets Polaroid paradise \oImhIv thought that TV ;i«««'ss«>ii«'N could he hig bushies* over the air ^^B^ Bring out almost any major P m mechanical product from ^H[^^ i.ii- to cameras and il wont be long before some enterpris- ing manufacture! is marketing a dash- board compass or an exposure meter as .hi independent accessoi \ . The manufacl lire <>l all i \ pes of accessoi \ products in the I . S. has become big business, ami frequently a profitable "in-. Willi television-set manufactur- ing booming as the newest major in- dustr) in 1 1 1 i -^ country, it was only natural thai an overnight rush would develop to bring mil TV accessories as well. Special "television tables,' along with special TV chair-. T\ bar sets, swivel-top attachments to mount TV sets, as well as other gadget-, are be- ing sold in furniture and department stores in T\ areas. Architects have designed living-rooms around T\ viewing, and magazines like House Beautiful and Better Homes and Gar- dens have tackled the task of decorat- ing a living-room where the center of ait i action is a I \ set. But nowhere has the field of TV- accessor) selling been so green as in the manufacture and sale of various attachments foi the I \ set itself. These have divided rOUghlj into three major types: lenses, antennas, and Idlers. I.verv T\ -set owner is a po- tential customer, and every TV dealer a potential outlet. Furthermore, the best advertising medium for such sell- ing is T\ it-elf. since there is little 01 52 SPONSOR i protection! a Pi (TUBES! TELEflSIBR PLEASURE! W TELEVISION FILTER HERE NOW! TV dealers, who don't make too much on receivers, use Polaroid window streamers to tie into every Polaroid-sponsored announcement or prograr no waste circulation, and the market exists only in areas where TV stations are operating now. Many a small electrical or optical business that grew up during the war years through manufacturing radar antennas or Plexiglass bomber noses received a revivifying "shot-in-the- arm" when TV came into its own. Several such plants, whose equipment was out-moded when V-J day put an end to many war contracts, have switched over in a matter of weeks to making a TV product. T\ has done some phenomenal sell- ing jobs, even when the retail price of the TV accessory being sold is quite sizable. When Aerosweep Motors, makers of an electric TV antenna rota- tor. wanted to introduce its new prod- uct, it was done via a series of TV spots lone-minute films) on Newark's (N.J.) WATV. The spots were scanned nightly, on a Wednesday - through - Sunday schedule. In the middle of the third week, more than 1.250 replies had come in (a total of nearly $50,000 in potential sales I at a total cost of about $1 per inquiry. The biggest surprise lay in the price uf the item: $39.95. Again, when Los Angeles TV dealer Jerry Costigan bought a single one- minute spot on L.A.s KTLA to adver- tise Walco TV Lenses, he was nearly caught flat-footed by the response. He had only 100 lenses at $70 each in the store. Over 2.000 calls regarding the lenses came in during the next 48 hours. The $7,000 worth of lenses sold out as quickly as a nylon shipment in wartime. A week later Costigan's phones were still jingling as calls came in at the rate of 150 a day. The cost: $50; the take: $7,000. And new lenses were selling as fast as Costigan could order the plastic, liquid-filled TV ac- cessory from his supplier. Leading makers of TV accessories, such as the E. L. Cournand Co. i \\ al- co lenses and filters), Richards Life- Size Screen (TV lenses), Celomat Co. (TV filters), the Zolar Optic Co. I TV lenses), Aerosweep Motors (anten- nas), and others have found that the pull of TV advertising and the accept- A lens is a good gift for "your television host" "Howdy Doody" pictures were effective give-aways 23 MAY 1949 Groan-and-grunters produced Polaroid sales 53 ance of TV accessories have combined to form a growing business. Hut no firm has gone as far and as fast in the field of TV-accessorj selling as the Pioneer Scientific Corporation, mak- ers of "Polaroid" Television Filters. Like Topsy, the Pioneer firm "'just growed." It is pretty much a war-bab) firm, having been chartered in New York ju>t two week- after the da) the Japanese struck at Pearl Harbor in 1941. Howard \\ . Seiter and George R. I Human, alumni of an oflice-suppK jobbing firm known as Markay Prod- ucts, activated the firm in March ol 1942 as a licensee of the then-five-year- old Polaroid Corporation to manufac- ture or assemble various Polaroid op- tical gadgets, most of them for inili- lar\ use. When the war ended, Pio- neer Scientific turned to the manufac- ture 01 a>-embl\ of various peacetime products that called for the applica- tion of the principles of "light polar- izing" developed b) Polaroid as early a- 1932. Pioneer became a sales or- ganization, too, handling Polaroid sunglasses for export. Polaroid kits for science (lasses. Polaroid laboratory and photographic supplies, and a com- 100K We've made 1 - minute film ipott for luch companiel at Beidi Can Carey Sail Fitch Shampo > Flonheim Shoes Dr.ft Whealiet Pillibury Flour Beloved Diomondi Motorola Speed Queen Washen International Marveiter John Deere Phillips 66 Nutreno Feedi Quaker Oatt Co. For y*ors we've been making 1-Minute Film Commercials for National Advertisers to screen in theatres . . . This know-how is now available to you for your TV fSm Commercials. We combine creative artistry (both script and camera) with the sort of safes substance that impells action. We've found out much about how to compensate for the TV limitations so that your films telecast brilliantly. May we screen some of these films for you . . . with no obligation on your part. Reid H. Ray Film Industries 2249 Ford Parkway St Paul, Minn. 208 So. LoSolle Si. Chicago, Illinois bination sun-hat-and-sun-visor known as a "Pola Cap. Annual sales ran about $500,000 a year. In late l')17. Pioneer began work on a new product, one destined to be- come the firm's sales leader. The corn- pan) was well aware, in the latter part of L947. that television was making its bid as the newest entertainment medi- um. \\ ith nothing to lose, Pioneer began a research project to see what. if any, applications could be found for Polaroid equipment in TV. They dis- covered rather quickl) that one of the drawbacks to owning a TV set was the fact that several hours of constant \ iew ing left some \ iewers with the same kind of mild eyestrain obtained from gazing into a fluorescent lightfi xture for any considerable length of time. The TV direct-view tube had a high glare factor. Polaroid was a means of glare control. Thus, reasoned Pioneer, if you put a piece of Polar- oid film over the business end of a TV tube, stray light and glare would be great!) reduced. The) tried it: it worked. Pioneer had a new product "POLAROID PARADISE" PART TWO WILL APPEAR IN 6 JUNE ISSUE THE BROADCAST AUDIENCE (Continued from page 26) at night during March foil >w up in the ow ing manner: Town Nf\v York Share of Audi, nci Radio TV 76.5 28.6 \ rating for T\ viewing is included in Hooper semi-monthl) Program Hooperatings. In 25 out of the .'5(> cities used in the I loopei ating there was one or more T\ stations during March I since most of the figures used in this broadcast-audience report cover March. March figures are being used throughout to keep the data compar- able.) Eighty-nine percent of all sets installed were located in these 23 cities (NBC Television Data Chart). The comparative use of radio and I \ sets at the lime when the visual medium gi\es the aural medium its greatest competition should be illuminating, figures from Program Hooperatings week of 1-7 March arc used. R iting 54 Day Time Radio TV Sunday Mondaj Tuesdaj Wedm daj Thursday Frldaj sr.ui-'.i p.m. 8:80-9 p.m. s-'.i p.m. s::ui-'.i p.m. 9:30-10 i>.m. v:m-'.' p.m, 89.8 if.'..'.' 34.1 - :;i .8 4.6 if. 7 4.0 8.S 5.2 8.9 * The perio 1 during whic i T\ gi l> it> ti -i audience. SPONSOR Broadcast Music, Inc. 580 FIFTH AVE., NEW YORK 19, N. Y. NEW YORK • CHICAGO • HOLLYWOOD SINCE 1940 23 MAY 1949 55 rhese arc not necessarilj the hours during which radio reaches its greatest audiences, hut hours during which, according to all TV reports, the \ i^ual medium is hitting on all tubes. The Nielsen Radio Index, which has recentl) extended it- sen ice to be representative of the entire nation, as the Nielsen organization see- it. cur- rently reports further increases in radio listening. According to NRI, in Janu- ary. 1947, the average hours ol listen- ing per home per dav were 4.8. In January. 1949, reports Mel-en. listen- ing in the same homes rose to 5. 1 hours per day. Because of the increase in the num- ber of radio home-, this increase in number of hour- spent with radio means (according to NRI figures ad- justed to the current number of radio homes) that the broadcast advertiser is "the beneficiarv of an increase of 21'r in the total home hours of radio listening.' NRI's figure for cost-per-thousand homes reached by the average network broadcast has dropped from $1.89 in January, 1947, to $1.68 in January, I'M'). Nielsen also stresses, in the cur- rent report he is making to advertising agencies, the fact that radio, unlike most other advertising media, is not static — that the audience an advertiser reaches this week is not 100' J the same as the audience he reaches with his next broadcast. For a specific program, he reports a single broadcast reached an audience of 12.5 % which heard 2.5 commercials. This 30-minute evening program how- ever reached 27.8' < of the radio homes during a four-week period. The cumu- lative audience heard on an average ol 4.9 commercials during the four-week period. This audience-turnover factor i- not present with black-and-white advertising, which reaches for the most part the same audience week after week, even though the publication IS one that i- sold piimarilv on the news- stands. One of the reasons win daytime serials are so effective is also the audi- eni e turnover. Nielsen icpoit- that one soap opera which he rates as 8.1 for a single broadcast reached 31.2$ of the radio home- during a month I 20 broadcasts). On the one airing, the ivei age listenei heard 1 .8 commercials. ( tn the 20-broad< asl basis, the average housewife heard 9.7 commercials. Pra< tii all) all radio research on the hi oadcasl audience i- home resean h. It is also generally (except for Nielsen I one-set-per-hoine research. This underestimates actual listening. \ nr ) WSM carried four nurserv accounts on Grand Ole Opry. as well as on early-morning hillbilly shows. Three of the nurseries offered fruit trees at $4.95 each, the fourth a flower plant at $1. Total dollar volume for these four accounts was more than $350,000, of which SOO.000 was received bv the flower firm: the three other nurseries' total of better than $285,000 repre- sented some 57,000 orders. Average cost on all the $4.95 nurserv offers iluiing the entire period was 66 cents per order, with one of the firms re- ceiving during one month (January. 1948) such a volume of mail that the actual cost per order was only 22 cents. The If II I 1 Jamboree, on that Wheeling. W. Va.. station, has a lengthv list of satisfied local advertisers who stronglv attest to the continual pull of folk artist-. Jamboree, aired each Sat in -lav night for four hours before a live audience, and now in it- Kith year, point- to such mail records a- one quarter-hour participa- 5', SPONSOR tion resulting in 2.703 magazine sub- scriptions, one five-minute participa- tion producing 1,232 $1.29 hosiery orders, a 15-minute slot selling 973 sewing machine attachments at SI each, another quarter-hour participa- tion pulling $787 for that number of plastic aprons, and a five-minute period selling 91 tableware sets at $9.95 each. Stories such as the following ex- perience of KWTO. Springfield. Mo., with a local advertiser are as numerous as the hillbilly performers and groups who are responsible for them. A local KWTO account wanted to advertise a mail-order product for $1; the item could be obtained only b\ writing to the station. A live-folk-music act with a large following was recommended to the account by the station. This was not agreeable to the sponsor, so a 15-minute recorded show was decided upon and programed — with a resound- ing lack of results. Shortly after, the advertiser switched to a live-talent group, using popular and semi-classical music. Results were still slow in coming. Finally, rather than give up. the client was persuaded to try a hillbilly unit, in spite of his distaste for this type of program. The distaste rapidly evaporated in the face of 25,000 $1 orders in 26 weeks, an average of 962 cash orders per week. or 137 a day. The advertiser realized Sl 37 for even $15 investment. lc-> than he had budgeted for the cam- paign. The files of WH\ V Richmond, Va., contain a similar story i many of them, for that matter). Lightner Poultrj Farms had had. in 1917. a morning show — not hillbilly — on the station. advertising baby chicks. Because the show was not pulling well. WRVA suggested to Lightner that it change its time and program format and move into a segment of the station's Old Dominion Barn Dance. Through the spring months of 1917, the show sold 50,000 chicks weekly for Lightner. to the point where the company had to cancel because its supply was ex- hausted. Since then. Lightner has returned to Old Dominion Barn Dunce as a regular participant. WBT, Charlotte, N. C. several months ago started a new folk-music group (Dewey Price and the Dixie Trio) on a three-times-a-week sched- ule. In a matter of three weeks, audi- ence acceptance expanded the pro- gram to nine times weekly. Three local sponsors split the nine quarter- hour shows; one of them, Tube Rose Snufl. reports an average mail pull of 551 1 letters per week, on an offer of a four-leaf-clover charm. Folk music in recorded form is a powerful audience lure, also. In the fust nine months of last year, the WCKY (Cincinnati) Jamboree - - a four-hour seven-nights-a-week platter program conducted b\ Nelson King — sold $1,058,552 worth of men handix- for its direct-mail advertisers. The total represented (> 17.000 orders. Individual case histories tell a more detailed story. The Picture Ring Com- pany of Cincinnati for two-and-a-half months used a one-minute announce- ment on WCKY's Jamboree to sell a rim: with a picture in it for $1. Re- sult: 7.511 rings sold, an average of more than 100 orders a day. With 25 announcements during one month and a day. the London Specialty Companv received, through Jamboree, 5,387 mail orders for its sewing-machine at- tachment selling for $1. Response came from 21 states and Canada, with 9254 of the mail pulled from the ten states in WCKY's listening area. Ranch Rhythms. Mondays through Saturdays 10-11 a.m. (Central Stand- ft u nouncing the formation of Hll.lSlllll' ENTERPRISES INCORPORATED with STUDIOS at Twenty East Forty Second Street, New York 17 Telephone: MUrrayhill 7-0463 PRODUCERS AND CREATORS OF 16mm FILMS FOR TELEVISION, INDUSTRY AND EDUCATION Scripts ^ Animation ^ Spot Commercials ^ Complete Programs 23 MAY 1949 57 ard Timci on WIIIIM. Memphis, Tenn., in January of this year had a Hoopei "I I.1', as against 3.6 foi it- nearest local competitor. arc hundreds of similar stories in the files of these local stations which program folk-music act- and performers. Folk music has an appeal that apparently is universal. It and its proponents have the knack of doing what no other type of radio entertain- ment can approximate — and that is meeting listeners on equal terms. That's why folk music pays oil for local advertisers on local station-. It's time the pseudo-sophisticates among national advertisers and their Carnegie Hall-minded agencies realized it. Un- til the) do, they're by-passing a nice dice "I the sale- re\ enue I" he dei ived from a much maligned, hut very pro- ductive, type "I broadcasting. * * + DAYTIME SERIALS (Continued from page IS) storylines going, apparently on the theory that thev know better than any- one else what their listeners will like. Each story illustrates a continuing theme or problem which they believe will command a broad and consistent interest. Their judgment seems to have been well-justified to date. The Hummerts. however, would he the last to insist that their formula is the onl\ one that will command a following. Writers of soap operas get from $200-$500 a week for five scripts, un- less the writer owns the show, in which case he may get up to $1,000. The majority of writers get between $200- S250, with llummert writers getting about $50 less for comparable work. Although this is a relatively low in- NOW! 5000 WATTS KHMO HANNIBAL COVERING THE HANNIBAL-QUINCY TRI-STATE MARKET siiE±rKir3SP-:4§ -_»■.,*-• J2 COUNTIES OF prosperous MarkJwain Land ILLINOIS • IOWA • MISSOURI NATIONAL REP. — JOHN E. PEARSON CO. DIEn> tj^ulu&l tfitZuxnJk 1070 KC IOOO WATTS -' NITC .JKS".., Ua, PLAlTfc WYAK. JTTE EAVENWORTH CLINTON RAY LAFAYETT, OHNSON DOUGLAS JEFFERSON CA TCHISON BUCHANAN CALDWELL HO UINE DONIPHAN ANDREW DEKAIB*.* ■■VVIESS LIVINGSTON 3ANKLIN OSAGE .^/-Ji W9 i ir rPUT( Iff! Ill ^RTHAL mfsoh MONITE/ HOWARD BOONE ADAIT 'SCHUYLER SCOTLAND WAPELI PPANOOSE WAYNE DECATUR RINGGOLl AYLOR PAGE FREMONT OTOE FILLMOB THAYER JEWELL REPUBLIC MITCHELL' .LOUD OTTAWA LINCOLN ELLSWORJ 1ICE McFJHERSON RENO Yessirl 213 booming counties lie inside the measured y/i mv. coverage of KCMO's powerful 50,000 watt beaml Add to this supercharged signal, program- ming that's carefully tuned to Mid-America listeners, and you have a formula for low cost per 1,000 coverage! KCMO Kansas City's Most Powerful Station 30,000 Wattf Day- time Non-Direcfiona/ 10,000 Wattf Night 810 Ice. KANSAS CITY, MISSOURI Basic ABC for Mid-America UFJVITTI THE^M' STATION m ill THAT COVERS BOTH ■ linW HALVES OF THE Ul 1 11 Iff "VANCOUVER flRGfl" conic for the pulling power of their scripts, the majority of daytime serial writer- arc not "hacks," despite that label h\ critics who do not under- stand the function of most daytime serials. The talented work of Orin Tovrov, Addic Kichton and Lynn Stone, and Martha Alexander, to name but a few. is consistently more than "adequate." The conventionalized situ- ations and treatment (customar) in all folk literature I of most soap opera accounts for a great deal of the "hack" criticism. Warner and Henry found the writer's skill in producing emotions in certain patterns was profoundly im- portant in winning and keeping lis- teners. They did not attempt to cor- relate this fact with intensity and fre- quency of listening. Research will provide some answers to this question when sponsors demand them. If the correlation is important, as tentative studies seem to indicate, the role — and salaries of daytime serial writer- will become more im- portant. More good writers will ti\ their hands at soap opera. When techniques of harnessing emo- tional context to commercials are further worked out. the role of the writer as high priest of emotion will he clarified and confirmed. He'll still have to contend I necessarily I with producers and sponsors. But those new robes should wear well. * + * CUTURICA (Continued from i>ax.c 27) I iean trip. He that as it may, what Athcrton was saying meant abandon- ment of the thinking that had gov- erned rotter"- advertising policv for ncarlv dii years. It wasn't thai Cuticura Soap and Ointment, leaders of the line, weren't selling well they'd never sold better. I'he small-space new-paper and maga- zine ad combination had gradually built a dominance that enabled the compan) to claim leadership in its field. I he original firm, known as Weeks & Poller, was a manufacturer of pharmaceutical products. The first product developed for retail sale was ( ui icura ( ►intment in l!'.7H. It was followed shortly bv Cuticura Soap. containing similar medication. Al- ■ 58 SPONSOR though a talcum, shaving stick, and liquid antiseptic were later added to the line, they account for only a small fraction of Cuticura sales. The first national newspaper adver- tising for Cuticura broke in 1880. the same year New York's City Fathers tried out electric lights on Broad\\a\. The company's basic advertising themes haven't changed in seventy years: what the individual with skin blemishes stands to lose because of his affliction; what he stands to gain when they disappear — after use of Cuticura. The Potter directors were well aware at that turning point in 1030 that ad- vertising practically alone had sold Potter products to the consumer. The company has always sold exclusively through jobbers and wholesalers. ( With the exception of chain stores to which they sell directly.) Analysing the problems connected with selling medicated skin prepara- tions, Atherton concluded in 1939 that, despite the company's strong position, the time had come to give their ad- vertising a vigorous shot in the arm. He proposed a national campaign of one-minute transcribed announce- ments. Potter was spending at thai tune roughly $350,000 a year in daily news- papers, farm papers, ami magazines. Newspapers got about two-thirds of the allocation. Magazines, including women's service and professional mag- azines designed to reach doctors and nurses, got about $35,000, farm papers slightly less than $2,000. It's never been possible to colled accurate data on the users of medi- cated skin products because of the reluctance of many users to discuss the subject. In city after city where consumer surveys have been taken, a medicated soap never shows up in a list of even as many as a dozen soap brands. In one rare instance Cuticura found itself at the bottom of a list, with 1% of the sample. Retailers know that the figure was a substantial underestimate. Advertising copy on medicated skin preparations for years had tended to stress the unsightly aspect of skin con- ditions the product is designed to rem- edy. One natural reaction to this approach was a feeling among many users that the medication ingredients must be rather potent to make good the claims for the preparation. A fre- BOOMERANG! I'm sorry I ever heard of KXOK. My life is miserable. You see, I bragged to the boss about our program's low-cost-per-Hooper point on KXOK, like you suggested, and he just grinned like a Cheshire and said: "That proves what you can do when you really try. Now go into all our markets and get as good a buy as you did on KXOK." You and I know that's tough to do . . . but how can I convince the Boss? On-The-Spot Dear On-The-Spot: Your Boss situation is going to be much worse. Wait till he finds out KXOK's high Hooper position during March, 1949. When KXOK's rates are balanced with its share of audience, the combination is terrific. You and I know the base hourly rate on Station "A" is 57% higher than KXOK's, and Station "B" has a base rate 32% higher . . . yet they delivered only 15% and 2.4% more audi- ence during March. Better not mention KXOK's powerful signal at 630 on the dial, reaches 115 counties in six states, daytime, in mid- America. KXOK, St. Louis Basic ABC 630 on the dial 5,000 Watts A "John Blair" station Portrait of a home in SCARSDALE It wasn't easy to leave this home, and it won't be easy for you to leave it after you've seen it. This is the home that Arthur Hull Hayes left when he moved from New York to head CBS in San Francisco. It's a home of many beauties, center hall colonial with open staircase to the third floor. On the first floor is a sun room, dining room, but- ler's pantry, breakfast room, and kitchen. Of course there's the front and rear hall as well as powder room. The second floor includes one master bedroom with bath, two more bedrooms and another bath. The third floor contains two bedrooms and one bath. All five bed- rooms are large enough to comfortably accommodate twin beds. And the surroundings are something to behold. It's a corner lot, beautifully land- scaped, with a driveway bor- dered by fruit trees. A hem- lock hedge encloses the back yard which is large enough to contain a tennis court. As for Scarsdale, if you don't know it just inquire among New York's advertising fra- ternity. Its schools are na- tionwide famous. It's only 34 to 40 minutes by New York Central to Grand Cen- tral Station. Phone Mrs. Hayes at Scars- dale 3-5122 or Write SPONSOR, Box 17 23 MAY 1949 59 quent belief that regular use of medi- cated snap isn't good for the -kin is another problem faced by all pro- ducer- id such products. That is one reason Vrmour i> promoting exclu- sive!) the deodorant qualities of its Dial Soap without mentioning its ger- micidal property. Atherton made his radio proposal against this background of special problems and a market which was changing so much that the long suc- cessful advertising formula was no longer adequate. Potter officials gave \llierton the go-ahead. They approved first a slash by nearh half in the pi inted-media blldgel and then the purchase of time for two t-.t. announcements a day across the board on stations in major markets. I In- I \\ o-a-da\ -' hcdiilc ha- -im-c been followed with lew exceptions. But where four series, one for each season, were used originally, now only two series, winter and summer, are em- ployed. Each includes about 19 an- nouncements. The campaign started in 1930 with 30 to 40 stations, combining 50 kw with lesser-powered outlets, depending on their characteristics and the char- acteristics of market areas. SOUTHWEST VIRGINIA'S PlO+iee/l RADIO STATION / -f, > s. £ "\ / 1 / t»TM \ •STAUNTON ) W E S T\ ft I RNH H I\W'.hotSp,4v A L-r~--~~L """,c jr—^\ "vmc \ «""'<»'<"* / V /R P\ I N'l\ IN THESE 14 VIRGINIA COUNTIES THERE ARE 108,060 RADIO HOMES Here is the Distribution of audience in this nine -station area » ^Hooper Listening Area Coverage Index Fall 1948 Station "H" Stations WDBJ Station "A" Station "B" Station "C" Station "D" Station "E" Station "F" Station "G" Morning Afternoon 37% 34% 1!) 7 1 •1 5 3 .: Night 24% 4 ; ?. 2 2 1 1 1949 marks VVDBJ's 25th year of service to Roanoke and Southwest Virginia— WDBJ's 20th year with CBS. Ask Free & Peters for availabilities — now! BS • 5000 WATTS • 960 KC Owned and Operated by the TIMES-WORLD CORPORATION ROANOKE, VA FREE & PETERS, INC.. National Representatives In 1940 the printed-media budget was slashed still further to around si 00.000 dollars, and a few more sta- tions were added. The compan) now uses 45 stations, approximate!) half of them 50 kws. The total advertising budget, according to estimates, is about S800.000- 1.000.000 for 1049. split two- thirds in radio and the remainder in 465 daily newspapers and a small list of farm papers, women's service maga- zines, general magazines, and pro- fessional magazines for doctors and nurses. The radio campaign didn't produce immediate sensational results, but be- fore the first year's operation ended there was no question of continuing radio on a 52-week basis. A steadily spiralling sales curve proved that Atherton's estimate of the condition of the inarket was correct. In 1943 Potter did a business of nearly $6,500,000, according to trade estimates. A substantial part of this total came from foreign subsidiaries in Great Britain. Australia. Canada. Eire, and South Africa. A new plant was established last year in Brazil. Atherton felt that radio would be more effective with a "softer" com- First Home maker ELLEN ROSE DICKEY RETURNS FOR WLS 25th ANNIVERSARY In 1924, Ellen Rose Diekc\ pion- eered radio homemaking on WLS. Like other oldtimers, she kept in touch with her "alma mater"' and thi> \ear paid WLS a visit in connection with its 25th anniversarj celebration. Martha Crane and Helen Joyce in- terviewed Mrs. Dicke\ on "WLS Feature Foods," modern broadcasting- merchandising counterpart of the earl) da) homemakers' hour. Martha took over Homemakers' in 102!! in 1935 was joined by Helen Joyce in the Feature Foods team which has talked tn Chicago area housewives ever since. Mrs. Dickey was told about tin- mer- chandising group which calls on ovei 1.500 ke\ retail food outlets in Chicago and suburbs, reporting on products advertised on WLS feature Foods — one id Vmerica's besl known women's programs and a powerful selling force in Vmerica's second market-place. WLS 1924 1949 Chicago 7 Represented nationally by John Blair 60 SPONSOR mercial approach than employed in printed copy. One of his first experi- ments was using music to introduce the selling message. He signed a famous baritone to do a series of spots -anon\ mou>l\. of course. Despite letters angrily protesting the inter- ruption of the "beautiful" music b) the commercial, the series sold Cuti- cura. Women are the principal pur- chasers, with a smaller hut still sub- stantial proportion of men using the products. The effort to find more effective wa\s to present the same basic themes was stepped up in 1945 when John A. Atherton, son of head man J. William Atherton, joined the agency as radio director. A professional musician with numerous serious compositions to his credit, John Atherton has experi- mented with musical devices, as well as other approaches to selling Cuticura products. Commercials done wholly in verse set to music, in fairy-tale style, and in various forms of dramatic dialogue have been used. Being "one of the boys," in a manner of speaking. Ather- ton has been able to form a five-piece string ensemble of musicians from New fork's most famous symphony 97,410 Radio Homes in the area served by KMLB — the station with more listeners than all other stations combined — IN N.E. LOUISIANA Right in Monroe, you can reach an audi- ence with buying power comparable to Kansas City, Missouri. 17 la. parishes and 3 Ark. counties are within KMLB's milevolt contour. Sell it on KMLB! MONROE • LOUISIANA KMLB MONROE. LOUISIANA * TAYLOR-BORROFF & CO., Inc. National Representatives •k AMERICAN BROADCASTING CO. 5000 Watts Day ■ 1000 Wofts Night orchestras to record music i composed 1>\ himself I for backgrounds and tie- ins with Cuticura announcements. Poller Drug & Chemical officials rred it their 52-vveeks-a-year radio cam- paign with a vital role in the behavior of the Cuticura sales curve, which has risen steadily. Increasing sales, effi- cient management, plus the fact that the company's products have a fairly rapid turnover, have enabled Potter to retain for net working capital about 80' ; of a tangible net worth (in 1948 I of better than $1,225,000. The net liability ratio to working capital is about one to [our. Despite a falling-oif in total earn- ings in 1948 because foreign buyers couldn"t get dollar exchange, sale- in the United States continued at a high level, and the company reported a steadily -increasing surplus. Radio didn't make Cuticura. It did add a huge potential to a market thai was fast outgrowing Cuticura's pre 1939 attack. The next step, according to radio director Atherton. will be ex- tensive testing to determine the effet I of a new musical approach he's work- ing on to selling Cuticura. * * + SURE. some \^nicaao stations Chi. can "reach" South Bend . . .but the audience LISTENS to WSBT! You want listeners, not merely signal strength, for your radio dollars. Listeners are what you get on WSBT. This station is the over- whelming choice of listeners in the South Bend market. No other station — Chicago, local, or elsewhere — even comes close in Shan- of Audience. Want proof? See Hooper. PAUL H. RAYMER COMPANY 23 MAY 1949 5000 WATTS • 960 KC • CBS • NATIONAL REPRESENTATIVE 61 SPONSOR SPEAKS Too many jobs Several important developments have evolved since the National Association of Broadcasters decided lo set up the Broadcast Advertising Bureau. First, it has been agreed that the BAB will function from the capital of advertis- ing, New York. Second, the Bureau is set to do an intensive promotion job for the commercial side of radio — something long overdue. There is a big rub, nevertheless. The I! \li is biting off a number of extrane- ous jobs which are not directly related to selling advertising on the air. These jobs, such as the problems of station rate cards, code, and like matters, are part of air advertising, but they are not part of its promotion. The BAB must stick to its last. Its $200,000 won't go very far if it's spread over a number of varied pro- jects. Used for sales promotion to sell broadcasting as an advertising medium, under the efiicienl direction of BAB's Mitchell it can accomplish wonders. New approach to summer Throughout the industry, sponsor's Summer Selling issue (9 May) is be- ing used to open doors on a new approach to the good old summer time. Much that sponsor reported is not new. What sponsor did was to gather existing material together and bring it to the attention of sponsors and agencies. The general concept has been that I i - 1 < • i j i f i u shows a decided drop in the humid days. The research material available indicates that the summer broadcast advertising audience may be as big, if not bigger, during certain hours of the summer day as it is dur- ing the rest of the year. There are new summer studies being made throughout the nation. WNEW's report on listening away-from-home is only the beginning of that station's investigation on listening that can't be checked by telephone surveys. What happens to the listening of the millions who take long automobile trips is also being studied by vacation bureaus of states in which vacation travel and spending are important. Summer broadcast-advertising think- ing has been started in a new direc- tion, sponsor is going to make it a continuing project to report on the effect of summer advertising both on a 52-week basis and on special seasonal campaigns. We've only started reporting the facts of summer selling on the air. Radio helps the auto dealer Broadcasting can and does do a selling job. There are very few who dispute this on an over-all basis. There are, however, mam who sav "it cant sell for us. It's okay for Jones or Smith, but for me it won't do a job." That isn't so. Broadcasting can and will do an advertising assignment for any type of business which calls upon it, if it's employed correctly. For years automotive dealers would have no truck with radio. A few dealers did experiment during the war. A few others decided not to advertise by rote. A cross-section of these auto- motive dealers and manufacturers have case histories which sponsor feels rate special attention. Twelve of these case histories have been collated and are reported upon in capsule form in this issue (pages 30 and 31 I. We make no pretense that this double-page spread of capsule case histories is com- plete. It is. instead, just indicative — of what can be done when broadcast advertising is utilized effectively. Applause Don't keep it secret Most ideas and programs developed li\ sponsors and stations arc held to be deep, dark secrets. A broadcast- advertising formula is tried and found successful. At once the sponsor and ne\ wrap it up in a tight package and put it in a vault. This is especially true in the case of selective broadcast- ing, where it is most difficult for sponsors to find out just what their competition is doing. Bulova, for ex- ample, develops a ten-second station- break formula for TV. and al once endeavor- to keep the idea secret, and also to keep confidential the list of stations which it is using. A real effort is made lo keep the BuloVa idea Bulov a - propei t\ . Sometimes the vault and the "con- fidential" routine work. More often they're just delaying tactics, for the information finally lands in tin hands of the competition and the station list becomes general industry property. Our thesis is that prompt full revela- tion would be bound to help broadcast advertising. The more that is known. the more effectively does all broadcast advertising function. What helps one helps all. That is the basis for the operation of the Vssociation of Independent Metro- politan Stations. I'.aeh station agrees lo write to every other member of the AIMS group monthlv. giving them in- formation of new programs and pro- motional ideas. The station- are non- competitive ami the exchange is volun- tary, but if a station skip- three months it's dropped from the association. Results are indicated in the manner in which non-network stations in basic market areas have grown in import- ance. The expansion of stations like WHDH (Boston I andWHHM (Memp- his) is no accident. Fach has developed its own formula. Fach has adapted ideas developed bv other metropolitan independent stal ions. I he i esull is huge audiences for these non-network stations huge audiences for national -elective advertisers .... a better broad- cast-advertising audience and a belter -eiviee lor the men and women who listen. The \I\1S formula rates loud and loni: applause. It should be accepted and used bv all who live by radio. 6? SPONSOR What a Report Card! ff REPOtf „ *eeVW "'• "' 74 jk a& 4&£iw4- crfecded-fy BMB \£«?t?t? 70 50,000 cvaZ&) W K ■ advertisers know it . . . now the BMB reports show it! Of all stations checked in the latest BMB test survey . . . WKY is first on all six counts. Not just first in Oklahoma City . . . not just in the Southwest . . . but TOP RATING of stations checked from coast to coast. No wonder, when you're down here in the Southwest where business is best . . . you hear so many people say . . . every day ... "I heard it advertised on WKY!" * Test made during October-November, 1948. See Sponsor- Page 29, March 28th issue. WKY 930 KILOCYCLES • NBC OKLAHOMA CITY o Owned and operated by: THE OKLAHOMA PUBLISHING COMPANY WKY, Oklahoma City The Daily Oklahoman • Oklahoma City Timet The Farmer Stockman REPRESENTED BY THE KATZ AGENCY, INC. 4 SALESMAN WHO KNOIVS AU THE ANGLES lES SIR, that's the kind of a salesman you get when you put WJW on your payroll ... a salesman who knows all the angles when it comes to backing your radio program with promotion, publicity and merchandising! For further details of this salesman's capabilities phone or write WJW or get in touch with Headley-Reed. BASIC ABC Network CLEVELAND 850 KC 5000 Watts REPRESENTED NATIONALLY BY HEADLEY-REED COMPANY The national rating problem — p. 21 Puerto Rico — p. 32 SEZ: corn cobs to corn syrup — p. 24 A federated NAB— p. 28 Vacationtime in wjr land W J R — Michigan's greatest advertising medium — covers a great summer resort land. Hundreds of thousands come here to rest and swim and fish, and they listen to W J R. This "vacation audience" is a plus that's worth remembering when you make your summer schedules. Call or write your nearest PETRY offlco WJR CBS 50,000 WATTS W FREE SPEECH MIKE THE GOODWILL STATION, INC. — Fisher Bldg., Detroit G A RICHARDS Chairman of trtt Board FRANK E MUUEN Prcudcnl HARRY WISMER An' fo Phi Prtl. TS.. .SPONSOR REPORTS. . ..SPONSOR REPORT 6 June 1949 Ammoniated dentifrices hit mouth washes Drug and Soap selective ads up Eells adds 800 hours of e.t.'s for stations Dad's commercial dressed up ABC loss due to TV $800 sells $6,000 in books Zenith pushes FM Five new TV larkets in June Ammoniated toothpowders are wrinkling brows of every mouth-wash manufacturer, with result that brand new approach to advertising is being forced upon industry. New products, which are making great inroads on standard dentifrices, carry information to effect that no mouthwash should be used following their use. -SR- Drugs and soaps are increasing their use of selective broadcast advertising. April index for former was 127% of average month last year, and drugs 161%. -SR- Bruce Eells, who is making major contribution to programing on local-station basis, added 800 hours of transcribed programs to libraries of stations subscribing to Broadcast Program Syndicate by purchasing that number of complete programs from Radio Pro- ducers of Hollywood this month. He's producing new material as well. -SR- Beat of Dad's Old Fashioned Root Beer has new rhythmic setting. New jingle announcements have calypso singer, singing group, organ, jungle drum, and guitar to emphasize conga rhythm of famous commercial. -SR- Although ABC's gross sales were up 6% for first quarter of 1949, its estimated loss for period was $64,000, against net income for same period in 1948 of $502,000. Operating losses in TV made difference . -SR- Book publishers seldom reveal facts of broadcast advertising sales, but Doubleday's house-organ, "Double-Life," reports $800 spent on John B. Kennedy produced $6,000 in sales of "The Busi- ness Encyclopedia." -SR- Zenith Radio will spend over $300,000 to sell its new low-price FM receiver. Zenith is only big radio manufacturer going all-out for FM. Commander MacDonald continues to be industry's stormy petrel. -SR- TV installations will pass 1,750,000 during June, with five more markets receiving their first TV programs during bride month. Over 19,000 sets are installed in these markets before their TV days. SPONSOR, Volu ::. No 11. 0 June 1949 Published biweekly bj SPONSOR Publications, Inc., S2nd and Elm, Baltimore l. Md. Advertislni Circulation Offices 4ii \V. 52 St., N. V. 19, N.Y. (8 a j i-ar in l S -11 elsewhere. Entered a> second class mattei 29 Januarj 1949 at Baltimore, Md. posl office urn March 1879. 6 JUNE 1949 REPORTS.. .SPONSOR RE PORTS. .. SPONSOR R MacGregor disks start with folk music 6,000,000 TV sets in 1951 10 states produce 65% of U.S. products NAB guarantees BMB second survey Fitch goes selective? IN THIS ISSUE C. P. MacGregor, who recently entered consumer record business, is going heavy on folk music. His first album is designed for square dancing. Second features actor Preston Foster and guitar with traditional folk tunes. They're getting big disk-jockey play. -SR- RMA president Max F. Balcom, in his annual report to members, stated there would be 6,000 TV sets in operation by 1951. This compares to estimated 40,550,000 radio homes by that time, and radio sets in use of over 65,000,000. -SR- Ten ranking states produced 65% of U.S. manufacturing value in 1947, according to Census Department survey. New York was first, with Wisconsin tenth. California is fastest growing state, practically doubling its production in 10 years. -SR- All uncertainty regarding publication of second Broadcast Measure- ment Report ended 1 June. Ken Baker, BMB president, on that date received assurance from National Association of Broadcasters that it would guarantee issuance of report. As of 1 June, 404 stations, 2 national and 2 regional networks had signed waivers which obligate them to pay dues until end of second survey contract, June 1950. -SR- Purchase of Fitch hair-tonic company by Grove Laboratories is ex- pected to bring Fitch organization to intensive use of selective radio advertising, medium employed for years by Grove for 4-Way Cold Tablets and other products. Fitch used network radio for years. capsuled highlights The national rating picture is confused page 21 with too many figures, too many services, too many formulas. Advertisers don't begin to use l0°/o of what's available. Corn cobs and radio produce a successful page 24 new midwest product. The American saga of SEZ is told in a typical SPONSOR fashion. Commercials and soap operas have an page 26 affinity. There are practically no daytime serials on the sustaining air. The daytime dra- matic strip is 100% commercial. The NAB and the future is reported in a page 28 special study made by SPONSOR. Why a federated rather than a one-association opera- tion is essential is diagramatically presented for advertisers and agencies to study. TV results are once again presented in cap- sule case history form. They add to SPON- SOR'S "99 TV Results" collection. Puerto Rico, U.S.'s Caribbean outpost is taken apart in a study of why the island is important to "free enterprise." IN FUTURE ISSUES page 48 page 32 Newspaper strikes and what they mean to broadcast advertising. A report on the recent D.C. fracas Qualitative research and what it means to Electric Auto-Lite's "Suspense" How to reach all segments of the buying audience ... a case history Beauty and TV. How to collect upon it. 20 June 20 June 20 June 20 June SPONSOR One of a series. Facts on radio listening in the Intermountain West No Salt Lake Station Serves the Intermountain Market MONTANA 4-t ADA A^" 20 HOME TOWN MARKETS COMPRISE THE INTERMOUNTAIN NETWORK UTAH KALL. Salt Lake City KLO. Ogden KOVO. Provo KOAL. Price KVNU. Logan KSVC. Richfield IDAHO KFXD, Boise-Nampa KFXD-FM, Boise-Nampa KVMV, Twin Falls KEYY. Pocatello KID. Idaho Falls WYOMING KVRS, Rock Springs KOWB, Laramie KDFN, Casper KWYO, Sheridan KPOW. Powell MONTANA KBMY, Billlnqs KRJF. Miles City KMON. Great Falls KYES. Butte* NEVADA KRAM. Las Vegas KALL of Salt Lake City Key Station of the Intermountain Network and its MBS Affiliates * Under Construction. Advertisers familiar with the geography of the Intermountain market have long known that no single station, regardless of power and frequency, could possibly cover the 1,641,900 persons living in the primary merchan- disable coverage area of the 20 Intermountain stations. It is 800 airline miles from Intermountain's southern-most station, at Las Vegas, Nevada, to Intermountain's northern-most station at Great Falls, Montana. It is 600 airline miles from Intermountain's western-most station, at Nampa-Boise, Idaho, to Intermountain's eastern-most station at Laramie, Wyoming. The area served by the 20 Intermountain Network stations is roughly 480,000 square miles. This represents 1 /6 of the entire land area of the continental United States. Added to the vast distances between Intermountain population cen- ters is the fact that the four Intermountain states are traversed and criss- crossed with the magnificent ranges of the Rocky Mountains. The heights of their majestic peaks give some idea to those unfamiliar with the geo- graphy of the Intermountain area of the impenetrable obstacles to any single Salt Lake station covering this vast market. STATE Utah Idaho Montana Wyoming RANGE Uintah Lost River Teton Wind River Range of the Rocky Mountains HIGHEST PEAK King Peak 13,498 ft. Borah 12,655 ft. Granite 12,850 ft. Gannett 13,785 ft. THE INTERMOUNTAIN NETWORK Inc > Inc. National Representatives Now York Chicago lot Angeles San Francisco Atlanta 6 JUNE 1949 IVJHt A9A9 VOL 3 HO.^ SPONSOR REPORTS 1 40 WEST 52ND 4 OUTLOOK 8 MR. SPONSOR: GEORGE A. BUNTING 12 P.S. 14 NEW AND RENEW 17 THE NATIONAL RATING PROBLEM 21 SEZ: AN AMERICAN STORY 24 COMMERCIALS AND SOAP OPERAS 26 A FEDERATED NAB 28 CONTI 30 PUERTO RICO 32 MR. SPONSOR ASKS 44 TV RESULTS 48 4-NETWORK TV COMPARAGRAPH 51 POLAROID (PART TWO) 57 SPONSOR SPEAKS 70 APPLAUSE 70 Published biweekly by SPONSOR PUBLICATIONS INC. Executive. Killtorlal, and Advertising Offices: I" W< I 2 Street. New York 19. N. V. Telephone: Plaza 3-0216. ChlcaK" Office: 3G0 '• M relephone: Fin- ancial 15M. Publication Offices: 32nd and Elm, Cdtimore. Md, Subscriptions I nlted States (8 n year. Canada $!>. Single c I'rlnted In U, S. \ Copyi .lit 1949 SPONSOR PUBLICATIONS INC. nl and Publisher: Norman R Qlenn. Secretary- ircr: Elaine Couper Glenn, Editor: Joseph m Koehler. Associate Editors: Frank Bannister, Charles Sinclair, Dan Rlchman. Researcher: Stella Brauner Art Director: Howard Wechsler, Advi Dlrectoi Lester I Blumentbal. Advertising Department: M 11. Lei Beatrice Turner; o I (crry Glvnn Jr.: (Los Durn an \ Scott & Co . 2878 Wllshlre Blvd.: isan Francisco) Duncan v Mills Bldg. (lrculaili.il Manager Milton 1 I datlon Depart - i Chlnltz, Em 1) Cutlllo. Seen ti Publisher: Augusta Shearman. ' <'\ EB PICTI i:i P&G "Truth and Consequences" Munis aren'l onlj nelworl Individual on the nelwork. like Buffalo WHEN, run [hell nun iei i. ucai golden ■ pro in' - 'i Kin n lend ol tin >i glvi n on the 40 West 52nd QUOTES FOR NEEDLING Finally pried loose our cop\ of your 9 \la\ issue from our Sales Depart ineiit ( it doesn't happen very often I . \la\ I quote From your Don't Un- derestimate Summer Listening and cither studies in preparing mailing pieces to needle some of the timid souls hereabouts out of mind? Arthur L. Forrest Promotion Manage] KTS I San tntonio, Tex. 0 Reprint permission, without editing, lias been granted KTSA. WRONG SPONSOR We have just read your interesting article on the Summer Replacement Problem in your 9 May issue, in which we note that you indicate the Summerfield Band Concerts have been used as a substitute program for the Fibber McGee and \loll\ show during the summer period. We have never sponsored the Sum- merfield Band Concerts as a summer replacement show, although we have sponsored summer musical replace- ments, such as the Fred II tiring Sliou . in the past. It is Kraft, rather than Johnson's Wax. I believe, who have used the Summerfield Hand Concerts as a sum- mer replacement. C. K. Darwent /.s.s", Advertising Manager S. C. Johnson & Son. Inc. limine. Wise. "OPRY" AUDIENCE I feel somewhat of a "grandpappx of your recent folk-music series. We are ver) much pleased that you sav fit to use a WSM Grand Ole Opry audience shot to lead oil part two ol the -erics in the 9 May issue. We are almost as proud of our Opry audi- ence as we are of the show itsell. The) are verj due people and loyal, too. We do wish, though, that there had been some wa\ you could have credited us with the photo. We be- lieve it depicts beautifulK the realness "I the -how and the true apprecia- tion fell for it b\ people of all ages, However, let's just considei it watei under the bridge. I Flense turn to page 6 i first IN HOOPER IN THE SOUTHS FIRST MARKET To sell Houston and the great Gulf Coast area Buy KPRC FIRST in Everything that Counts kp&c» HOUSTON 950 KILOCYCLES. 5000 WATTS NBC and TON on the Gulf Coast Jack Harris, General Manager Represented Nationally by Edward Petry & Co. /t£potl40t CwnpfauM : 5^@ii5atfii^ ~n My only complaint about "Shell-Level" Selling at WSAI is that our salesmen have more than they can do covering all the potential new accounts where the plan has smoothed their path. (2 of our salesmen added 37 new accounts out of 69 calls in support of Shelf Level Selling.) Norman Brammall Gen'l Mgr. — H. F. Busch Co. Makers of Busch's Famous Sausage An Official Coaca^: . . . progressive, constructive and educational program for the food retailers of Cincinnati. ... it will pay handsome dividends to the public in bringing about more efficient and more economical merchandising practices of retailers. It will benefit the retailers by making better merchants out of them and, through the efficient merchandising practices, it will make more profitable operations; and, last but certainly not least, is the recognition of your radio station and its programs by the trade as the right medium for reaching consumers and retailers alike. George R. Dressier, Sec'y Nat'l Assn. of Retail Meat Dealers Your "SHELF LEVEL" plan has inspired our members to greater sales through better merchandising methods. We congratulate WSAI and assure you of our con' tinued cooperation. Mr. E. H. Strubbe, Gen. Mgr. 700 White Villa Stores Because the "SHELF LEVEL" plan is so unique, we invite stations in other markets to adopt it. Information on request. CINCINNAT A MARSHALL FIELD STATION REPRESENTED BY AVERY-KNODEL 6 JUNE 1949 »* * »» 40 West 52nd (Continued from page 4i I think the series on summer listen- ing is swell, and I also applaud your sane attitude on TV . which we all know is definitely here hut has a while to go yet before it reaches a truh great segment of the American buy- ing public. Tom Stewart Publicity Director WS M \ashville. Term. LOCAL "QUIZ KIDS" The June issue of Radio Mirror will tell (for the first time) how Miles Laboratories is developing children capable of taking part in its national Quiz Kids show by having them appear first in locally-sponsored shows in the various cities which have NBC stations that broadcast the national show. Through a 13-week process of elimination, with the cooperation of school authorities, one child wins out over 44 others. This winner is then sent to Chicago, with all expenses paid, and is given a $100 U. S. savings bond for appearing on the national show with Joe Kelly, in competition with five other children similarly selected from other local programs. The First National Bank of Elkhart I home of the national sponsor ) under- took sponsorship of the show over WTBC last October, and it has run successfully ever since. So far, the national Quiz Kuls show- has used two panels consisting of local winners, and the sponsor believes the sending of children from various parts of the country will give the national show new freshness and will arouse keen interest in cities where local shows are developing this new talent. Oliver B. Capelle Sales Promotion Manager Miles Laboratories. Inc. Elkhart, hid. GOOD JOB You are doing a good job with your magazine — in fact, it seems to be im- proving monthly. C. J. French Mgr., Adv. Dept. General Motors I Chevrolet I Detroit [Please turn to page 19) S BROADCASTERS PROGRAM SYNDICATE UNDER DIRECTION OF BRUCE EELL5 & ASSOCIATES 2217 MARAVILLA DRIVE. HOLLYWOOD 28 CALIFORNIA Telephone Hollywood 5869 June 6, 19^9 TO ALL BPS STATION MEMBERS: A thousand thanks for the volume of heart-warming messages con- gratulating us on the big "windfall!" Bather than thank you individually, we want to say - in this open letter - that we are just as thrilled and happy as you are. Thanking you in an open letter also gives us an additional oppor- tunity to let hundreds of non-member stations - which will inevi- tably join our ranks - know about the "windfall" we are sharing, and which awaits them, too. One of you used the term "shockingly pleasant surprise" when re- ferring to our notification that, about June 30th, every member will receive his choice of any or all of 22. additional transcribed program series (in every category) — totalling over 3300 sides — over 800 hours — original talent costs of which exceeded $1,000,000 — for -pressing costs only.1 The term is more than apt J Our acquisition of this tremendous group of proven shows for ex- clusive use of Broadcasters Program Syndicate members constitutes the largest single transaction in the 20-year history of the tran- scribed program industry. A great tribute to the great purchasing power of station operators working together] Full details on the shows and complete information has just been sent to every non-member station eligible for membership (from a standpoint of coverage over-lap). It's all pretty fabulous, and we'll expect your assistance in eliminating that "too good to be true" feeling it could inspire in non-member station men who might not realise the full significance of the information sent them - unnecessarily delaying their own profit potential. Again thanks very much for your most welcome congratulations. Sincere nice Bells Forecasts of things to come u\ time to supplement the use of the book as give-away on programs. Although most direct-selling organizations I Real Silk. Stanley Home Products. Air- Way Electric Appliance I favor black-and-white, the need for extra push is making some turn to radio and TV. Railroad travel-trend down; roads turn to advertising Railroad travel, while up to new heights for Decoration Daj weekend, continues to be way off, and the roads are not buying new equipment. Equipment makers are ex- pected lo h\ to lone the issue by working with one or two roads to prove that 1949 rolling stock will recapture business which has shifted to plains i comfort and speed travelers) and buses I economv -minded business I. Lines with new equipment will use broadcasting to spread the good word. There was twice a> much transportation ad- vertising on the air in the first quarter of 1949 as during the same period oi L948, and the trend line will con- tinue up. Baseball U.S.'s top ambassador of good-will in South America Latin-American interest in baseball is turning out to be I .S.'s greatest good-will ambassador. "Los fanaticos i fans l are hot for "los bumbs" (Brooklyn Dodgers I . and il dollai exchange can he arranged, there'll be South American tours for man) "I this season's diamond stars. Games are heard throughout the continent via shortwave, and have audiences that make some local broadcasters gnash their teeth. Motor sales continue to expand. Over 500,000 cars bought in April Motor sales in Vpril were the highest since June 1929. with Automobile Manufacturers Association reporting •43,118 units sold, onl) 2'<\.(> Frank E. Pellegrin, vice-president in charge of sales for Transit Radio, Inc.. 355 advertisers — national, regional, and local — were FM-selling their products over the speakers in the public transporta- tion systems of ten cities. The latest figure represents an increase of 145 over the 210 sponsors using transitradio in February. ' According to Pellegrin. the rapid advance in the number of new advertisers, as well as the number who renew, is "'amazing and most encouraging." He reports that quite a few have achieved "spectacular results/' while others, including large national adver- tisers such as Swift & Co., Fitch Shampoo. Household Finance Corp.. and Fsquire Publications, arc trying it out experimentally. Pellegrin feels that the low cost for a counted audience ( 80' r of the country's population, 15 years and older, are transit riders), plus the shift to a buyer's market, is responsible for transitradio's growth. He states that "it is especially significant that this latest compilation (of sponsors using the medium) shows a very large number of advertisers who were previously cool to AM radio, par- ticularly in the large department-store and retail-specialty fields." The ten cities in which transitradio is now in commercial opera- tion (there were three when the medium debutted I include: St. Louis; Washington, D.C. ; Cincinnati; Houston, Tex.: Tacoma. Wash.; Des Moines, la.; Huntington, W. Va.; Topeka. Kan.: Wilkes- Barre, Pa., and Bradbury Heights. Md. New transit broadcasting outlets will shortly be operating commercially in Worcester, Mass.: Evansvillc. Ind.; Allentown -Bethlehem, Pa.: Kansas City. Mo., and Baltimore, Md. Negotiations for franchises are also underway in a number of other kc\ cities. p.s See: "How stations merchandise"' IsSUe: 28 February 1949; 28 March 1949 Subject: WCOP, Boston, and WSAI. Cincinnati, aggressively merchandise autos, meat Despite a general lack of merchandising initiative on the part of most U.S. radio stations — less than one-fifth do any real productive promotion of their programs and sponsors — those that do usualK go all-out in that direction. Boston's WCOP is a prime example of the lengths to which a merchandising-minded station will go. There is none of the staid c|ualit\ customarily associated with Bostonians in the manner in which WCOP derives benefit both for itself and its clients through such regular merchandising activities as personal dealer calls and dealer mailings, display Bpace for air-sold products in studio win- dows, and heavy publicity campaigns and courtesy announcement schedules. WCOP feels a real sense of responsibility to Hub Cit) merchants and dealers. Typical was its participation in the \W) General Motors Transportation Unlimited show in Boston. The station gave the exhibition full co\erage as a public-service feature, and as new models were displayed, staged a series of broadcasts i via wire [Please turn to jmiie 43 1 14 SPONSOR PORT ^L JL.INCEEES gives us another example of how ABC goes inside, outside and all around the towns. In this Washington paper, pulp and timher cen- ter, 67% of tire radio families listen regularly to ABC. SANTA -M_-^ARBAKA is full of Spanish memories and the kind of free-wheeling buyers you can't afford to overlook. And you don't, amigos. when you sell on ABC; 89% of its radio families are \B( . fans, according to BMB. SANTA ^_y^ RFZ is a fine place to spend a seaside weekend or prove that ABC reaches them all. the big markets and the small. For BMB says that in Santa Cruz 77% of the radio families tune regularly to ABC. On the coast you cant get away from ABC FOR COVERAGE . . . ABC's booming Pacific network delivers 228,000 watts of power— 49,250 more than the second-place network. This power spells coverage — ABC primary service area (BMB 50% or better) covers 96.7% of all Pacific Coast radio homes. And ABC- Coast Hooper for 1918 was up 9% or better both da\ and night. i FOR COST.. .a half hour on ABC's full 21 -station Pacific- network costs only $1,228.50. Yet you can buy as few as 5 stations for testing or concentration. And ABC is famous for the kind of audience-building promotion that helps slice the cost-per-listener. Whether you're on a coast network or intend to he— talk to \IU. ABC PACIFIC NETWORK Ntw York: 7 W Ml 66tn Si. • TKafalgar 3-7000 — Dkth. m 17m Stroll Bldp. • CHerry R321— Chicago: 20 N. Wackcr Dr. DEUwarr 1 Old Fashioned Revival Hour; Sun 8-9 am; June IH; 52 wks Mr. Fixit; Sun 5:30-5:45 pm; June 5; 13 wk-. Sun 7-7:30 pm; Aug II; 52 wks Arthur Godfrey; MTWTF 10:15-10:30 am; May 30; 52 wks Voice of Prophecy; Sun 9:30-10 am; June 19; 52 wk-. (Fifty-two weeks generally means a lS-week contract with options for 3 successive 13-week renewals. It's subject to cancellation at the end of any 13-week period) American Bakeries Co Tucker & Wayne AIM 35 Gospel Broadcasting Assn I. R. Alber ABC 272 Greystone Press II. B. Humphrey MBS 63 Gruen Watch Co Grey NBC 163 Lee Pharmacal Co Dancer-Fitzgerald-Sample CBS 169 Voice of Prophecy Inc Western ABC 100 Renewals on Networks SPONSOR AGENCY NET STATIONS PROGRAM, time, start, duration General Mills Inc Dancer-Fitzgerald-Sa mple ABC 185 General Mills Inc Tatham-Laird ABC 239 Liggett & Myers Tobacco Newell-Emmett CBS 175 Co Inc Procter & Gamble Compton NBC 143 Prudential Insurance Co. Benton & Bowles CBS 148 Williamson Candy Co. Aubrey-Moore & Wallace MBS 492 Betty Crocker Magazine of The Air; MTWTF 10:25- 10:45 am; May 30; 52 wks Breakfast Club; MTWTF 9-9:15 am; May 30; 52 wks Arthur Godfrey; MTWTF 11-11:30 am; May 30; 52 wks Truth And Consequence; Sat 8:30-9 pm; July 2; 52 wks Prudential Family Hour; Sun 6-6:30 pm; June 5; 52 wks True Detective Mysteries; Sun 4:30-5 pm; Sept 4; 54 wks National Broadcast Sales Executives (Personnel changes) NAME FORMER AFFILIATION NEW AFFILIATION Robert Balfour Robert L. Burns Myron Coy Paul V. Hanson George Hartford Bernard Howard Wendell Parmelee John Rossiter Willard Walbridge WBBC. Flint Mich., mgr Rural Radio Co, Chi., mgr Everywoman's Magazine, N. Y., adv dir WTOP, Wash., acting sis dir Forjoe, N. Y., sis acct exec WWJ, WWJ-FM, WWJ-TV, Detroit, asst sis mgr WIKK, Erie Pa., sis mgr WWJ, WWJ-FM, WWJ-TV, Detroit, sis mgr Forjoe, Chi., sis mgr WRFD. Worthington ■>., natl sis mgr WBYS, Canton O., asst mgr, sis mgr Storecast Corp of America, N. Y., sis, adv dir Same, sis dir Same, sis mgr Same, sis mgr WICU(TV), Erie Pa., sis mgr Same, gen sis mgr Sponsor Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION ('. W. Anderson Lawrence D. Ballew P. G. Byrnes R. Richard Carlier Francis L. Congdon Ben R. Donaldson Montgomery Ward & Co., Chi., mail-order mgr Jacob Ruppert Brewery, N. Y., adv mgr Maxon, Detroit Ford Motor Co., Detroit, adv mgr Same, vp Brewing Corp of America, Cleve., gen sis mgr Brewing Corp of America, Cleve., adv mgr Bigelow-Sanford Carpet Co Inc. N. Y., adv mgr Altes Brewing Co, Detroit, adv, mdsg dir Same, adv, sis prom dir In next issue: New National Selective Business. New and Renewed on Advertising Ageneg Personnel Changes. Station Representative Changes TV 11 Sponsor Personnel Changes tcmimwdi NAME FORMER AFFILIATION NEW AFFILIATION Moi 11- Ginsberg Bowman Gray Hubert D. Hirschboeck James A. Kirkman. Jr. C. A. Maxcy O. Parker McComas James W. Rayen D. G. Russell J. ( . Wagner .1. A. Webber John Woodruff Montgomery Ward & Co., Chi., soft lines mdse mgr K. J. Reynolds Tobacco Co., Winston-Salem. N. ('., asst sis mgr, dir John Graf Co, Milw. sis mgr Kllington, N. V., mdsg dir Montgomery Ward & Co, Chi., retail mgr Philip Morris & Co, N. Y., exec vp Superior Coach Corp, Lima, O., adv mgr Montgomery Ward & Co, Chi., household lines, appliance mgr Montgomery Ward & Co, Chi., hard lines mdsc mgr Same, vp Same, vp Blatz Brewing Co, Milw., sis prom mgr Welch Grape Juice Co, Westfield. N. V., Same, vp Same, pres Vacuum Foods Corp, N. Y., adv mgr Same, adv, sis prom mgr Same, vp Same, vp Colonial Airlines Inc, N. Y.. sis mgr vp, sis, adv dir New Agency Appointments SPONSOR PRODUCT or service AGENCY Accent Shoe Co, St. I Air Purification Service Inc, Newark N. J. Albcrs Super Markets, Cinci Ambrosia Brewing Co, Chi American Tobacco Co, N. Y American Wine Co, Beverly Hills Calif. Aunt Mid Co, Chi Barharo's Beauty Creme Shampoo, N. Y. . . . Beer-Bop Inc, N. Y Brownell & Field Co, Providence R. I C. & G. Tool Co. Fast Orange. N. J James B. Clow & Sons. Chi. Daland's Vitamin Co, Wilmington Del Bill Co, Norristow n Pa Dominion Textile Co Ltd, Montreal Du-Al Mfg Co. Sioux Falls S. D F.icor Inc, Chi Front-Butler Corp, Cinci Robert W. Gray Co, Cambridge Mass. Heifetz Pickling Co, St. I Hoffman Radio Corp, I.. A Illinois Watch Case Co (Flgin-American div). Elgin 111 Jobo Food Products Inc, N. Y .Women's shoes .Glycol vaporizers Super Markets Nectar Premium beer Roi-tan cigars .Cook's Imperial Champagne Pre-packaged vegetables .Shampoo Beer shampoo Autocrat Coffee Magnc-Rntor. TV antenna turning unit. Pipes, radiators, plumbing, heating equipment Vitamins Duz-Kil insecticide .Textiles Duplex action loader, stacker Rotary electrical appliances Tire distributor Real estate Pickles Radios Olian. St. L. . J. M. Hickerson, N. Y. Hugo Wagenseil, Dayton Malcolm-Howard, Chi. ■ Lawrence C. Gumhinner, N. V. Foote, Cone & Holding. L. A. Schwimmer & Scott, Chi. .Borough, N. Y. . L. H. Hartman, N. Y. .Horton-Noyes, Providence R. I. . Levy, Newark N. J. . Buchanan, Chi. Yardis. Phila. Street & Finney, N. Y. Irwin Vladimir, N. Y. . r>win, Wasey, Mnpls. .C. C. Fogarty, Chi. Associated Advertising, Cinci. Mike Goldgar, Boston Harold Kirsch, St. L. Smith. Bull & McCreery, H'wood. Korwin, Shane & Young, L. A I, a Primadora Cigar Corp, N. Y Thomas J. Lipton, Hoboken N. J Macrae Smith Co. Phila Pacific Can Co, S. F Palmer Chemical Co, Georgetown Tex I' Srliool of Business Administration, Phila. Prudential Insurance c<> of America, I.. A Rand Vacuum (enters. N. V. David Rodei Inc. N. V Santa Clara County Medical Society. Santa Clara Calif Schick Inc. Stamford Conn S. A. Schonbrunn & Co Inc. N. V Shanghai Syndicate Inc. S. F. Sherwood Garden*, Portland Ore Robert Smith Mfg Co. L. A. American Beauty line Panak, prepared mix for potato puffs, pancakes Sentinel radio, TV distributor... Cigars Frostee Frozen Dessert Mix Book publisher . Beer in cans .All-purpose plastic base polish School Insurance Vacuums Inflato Toys Stewart Warner, Chi Sun-Kay Hair Preparations Co, N. Y. < ... v ■* Institutional .Electric shavers Medaglia D'Ora Coffee .Teas Nursery Nylon Dip, powder solution for use in rinsing nylon hose Radio, TV Hair preparations Petroleum prods \v . tern Pacini Railroad, S. F Westward Ho Nurseries, Oro\illr Calif. Wilbur-Suchard Chocolate Co, Lltitz Pa. Worcestei Salt Co, N* Y, Railroad \ in SCI I Candy Salt .John W. Shaw, Chi. Lester L. Wolff, N. V David S. Hillman. L. A. Pedlar & Ryan, N. Y. . Ruthrauff & Ryan. N. Y., test campaign Wcrtheim. Phila. Biow. S. F. Kamin, Houston Tex. .Gray .x Rogers, Phila. Botaford, Constantino .V Gardner. I.. A. . Leland K. Howe. N. Y. II. W. I'aii fax. N. V. Benct Hanau, San Jose Calif. BBD&O, N. V. Gordon & Mottern, N. Y. Botsford, Constantino & Gardner, S. F. Ra-Ad. S. F. Walter L. Rubens, Chi. O'Gi adv- Anderson, Chi. Casper Pinsker, N. V. , Erwin, Wasey, N. V., for industrial adv. Texaco Star Reporter pgm in Texas. Texas Billings News pgm in Montana Kudner, N. Y.. for Metropolitan Opera Harrington. Whitney & Hurst, S. F. Ra-Ad. S. F. Foltz-Wessinger. Lancaster Pa. Mitchell-Faust. Chi. 40 West 52nd i ( ofitinued I / om j> 6) CARICATURES Sonic time ago your company dis- tributed a series of cartoons, suitable for framing, entitled. Account Execu- tive, Sponsor. Time Buyer, etc. My jiood friend Bill Ware — -manager of radio station KSWI — thought you might be willing to send or sell a set of these cartoons to an interested adver- tising agency. With this in mind. I am writing to inquire as to the present availability of these referenced cartoons, and to ask you to either send me a set, or quote me the price of purchase. I). II. Filbert President Stuart I' otter Council Bluffs. Ioiki 0 SPONSOR'S set of Jaro Hess caricatures is available with a new or renewal subscription. "LAMENT" SERIES Would you please send us the titles of your radio Lament articles which have been run to date, together with the dates and issues of sponsor in which they were published. Mary Bowers WWL Minneapolis. Minn. • There have been numerous requests for the Lament series which ran in 1 1 consecutive issues from June, 1948, thru 28 February, 1949. We'd like to know whether our readers would like these combined and reprinted in a single booklet. WORRIED RE BAB 1 am just as happ\ as you are that BAB has been officially constituted, and that the proponents of sales pro- motion have finally won their point. But I am a little worried, and I think you should be also, over the possibility that, having won the fight for recogni- tion, we may be tempted to rest on our laurels, and may fail to consolidate our gains. Isn't that what happened to BMB? Didn't it lose its original momentum because its proponents didn't fight hard enough for it? Wasn't it mis- understood and misapplied because those who knew its value failed to ex- plain it properK ? Let's not do that to BAB. Let's define sales promotion. Let s describe {Please turn to page 36) YOU MIGHT LAND A 12' 8 BLACK MARLIN* BUT... YOU WON'T NET MUCH IN WESTERN MICHIGAN WITHOUT WKZO-WJEF! If you want to catch any substantial radio audience in Western Michigan, you've got to use stations within the area. . . . The reason: Our half of the State is blocked off from surrounding areas by a peculiar, impenetrable "wall of fading"" that distorts the signals of even the most powerful "outside"" stations. Consequently, Western Michigan people depend almost entirely on their own nearby stations. Within the Western Michigan area, advertisers have one sure-fire combination: WKZO, Kalamazoo and WJEF. Grand Rapids. BMB audience figures prove it for our rural areas — and in Kalamazoo and Grand Rapids themselves, WKZO-WJEF deliver 41.5% more listeners for 20% less cost than the next-best two-station combination! Write to us, or ask Avery-Knodel, Inc.. for Hoopers, BMB figures, and all the other evidence of WKZO-WJEF's superiority in the rich Western Michigan market. 'T* In l'J2i> Laurie Mitchell tint one tltix long, weighing 976 pounds in Ha\i of Islands. Seie Zealand. jfat in KALAMAZOO id GREATER WESTERN MICHIGAN (CIS) WJEF ffat in GRAND RAPIDS AND KENT COUNTY BOTH OWNED AND OPERATED BY FETZER BROADCAST! MG COMPANY Avery-Knodel, Inc., Exclusive National Representatives '^ 6 JUNE 1949 19 "Put your message where the money is," . . . said Mr. Jamison ^i± Our man Jamison was talking to his friend Advertiser Y, who, like all good businessmen, is of a mercenary turn of mind. Advertiser Y sells a high-priced item ... expensive costume jewelry, to be precise, which appeals only to certain tastes and never to uncertain pocketbooks. "Large cities, where they do a lot of dressing up and spend freely for handsome baubles, are your primary markets, my friend," said Mr. Jamison. "And Spot Radio and Television are your primary media. Put your message where the money is!" Mr. Jamison's advice applies to a lot more than costume jewelry. Though all markets are not as highly selective as Advertiser Y's, most of them are selective enough to make the careful use of Spot Broadcasting an intelligent advertising choice, indeed. For years Weed and Company has been helping intelligent and successful advertisers — via Spot Broadcasting — to put their message where the money is. Weed a n j company radio and television s ta tio n rep res e n ta ti v es new york • boston • Chicago • d c t r o i t • Hollywood san rrancisco a t I a n t a 20 SPONSOR The national rating problem Research services tend to release reports which confuse rather than explain who is listening ^g^^L/d The problem of national ^B ' ratings is not that they are * misunderstood l>\ those who pay for them, but that they are misused by the great mass of agencies, talent, and sponsors to whom they are (to use the verbiage ol the research organizations that produce them I boot- legged. It is also true that mam advertising people, in organizations subscribing to the two national ratings and who will subscribe to three (Hooper will have a TV projectahle national rating some- time this month I. do not know the limitations of the figures the\ throw around so knowingly. As long as Hooperatings remained 6 JUNE 1949 program popularity indices and were not projectahle. and Nielsen I NRI ) was supposed to be representative of about 65' < of the U.S. on a projectahle basis, there was little confusion. Advertisers, when they asked, were told that there could be no correlation between Hooper and Nielsen reports because they were not studies ol the same tilings. When Hooper derided to de- velop a I .S. Hooperating* and Nielsen to expand his sample so that it was representative of the entire nation (ex- cept Mountain states I . then the trouble began. In 1948 the third U.S. Hooperat- ings were announced covering January- February. 1949. The\ were released in April. Nielsen announced, during the same year, that his reports would be national starting with the week of 6-12 March. It was to be expected that advertisers would compare the two sets of figures, despite the fact that one was an average for two months and the odier a report for a single week — a week during which Hooper does not in til \ iew . Advertisers did not question that there would be a difference in the re- ports but the) were disturbed to find programs like Big Town ranked 13 bj Hooper and 50 b) Nielsen. Because * A marriage of coincidental telephone reports from cities and diary reports from the rest of the nation. 21 This is what Nielsen ratings are ninth- of NIELSEN AUDIMETERS REPORT ON TAPE OR FILM MINUTE-BY-MINUTE LISTENING. "MAILABLE" TYPE PAYS MAILER 2 QUARTERS Five weaknesses of I'.S. Miooperatinqs 1. They combine information of different nature — diary and telephone coincidental ratings 2. They are an average for a two-month period :t. They are outdated when released I. They use telephone homes as a base .7. The diary sample is neither random nor stratified Five weaknesses of Xielsvn "National" ratinqs 1. The "advance" ratings are frequently different from the regu- lar report 2. Leaving out the Rocky Mountain states, and adding their 3% to Pacific sample gives report a West Coast bias 3m Unusable tapes each month make each month's sample slightly different I. Size of audience per set-in-use is not known •7. "Mailable" tapes may stimulate more than normal listening in a "Nielsen" home most policj men at advertisers have neither the time nor the desire to be students of research, the) do not go beyond the first figure presented to them. Big Town, a'though ranked 13, was I .S. Hooperated at L5.79 with an audience of 6,500,000 homes. Big Town in Nielsen's 6-12 March report was rated 14.1 with an audience of 5,305,000, Since it is normal to expect less listening in March than in Janu- ary-February (top audience months) the difference between the two ratings is not as out of line as the difference in tank order I 1 ■ '\ \>. 50) seems to indi- cate. Nielsen reports a number of dif- ferent ratings for each program, re- serving for the Nielsen Rating title the figure which represents listening to a program For a period of six mini tes or longer. He also reports -Ivor age iudience. which researchers feel is comparable with the statistical basis used in Program Hooper (dings. I he latter represents, in 36-cit) telephone homo, the listening pei "average min- ute." Still a third figure included in Nielsen's Mil ""pocket piece" i> the Total iudience which represents the audience thai listened to an\ or all oi a program. Since ii i- Nielsen's "po :ke1 piece and Hooper's "pockel piece that i^ carried around bj mosl salesmen, aeenc\ c\ccuti\<>. and radio men in 22 SPONSOR This is what I'.S. H»»p«>ratinqs are ntadt* of COMBINATION OF DIARY (LEFT) AND TELEPHONE (RIGHT) REPORTS ARE USED TO COVER THE NATION TWICE A YEAR general, this report will not endeavor to go into information included in Nielsen's 1.000-page monthly report. This voluminous report includes such information as "commercial exposure," "audience flow," ""cumulative audi- ence" I listener turnover), "homes-per- dollar." and so much data that it re- quires a sizable staff to extract and digest the information at big sponsors. Sponsors of one or two programs do not hope to cope with the full report and use it for reference purposes. At one time it was Hooper's plan to include in his regular semi-monthl\ network program popularity "pocket piece" U.S. Hooperatings for each pro- gram as well a* popularity ratings. He has since dropped this plan, since the fast changing radio scene does not per- mit yesterday's projections to mean very much today. U.S. Hooperatings are indicative of how national listen- ing to programs compares with the 36-city Program Popularity Hooperat- ings. Walter Winchell. was who fourth in the combined January-Feburarv popularity rating, was tenth for the same period in Hooper's I .S. Ratings. Amos 'n Andy, eleventh in the popu- larity index, was sixth in U.S. Hoopers with an audience of 7.073.000 homes. Nielsen gives the team 8.089.000 homes in his 6-12 March report. If his I Please turn to page 67) ZVRI is. T.S. Hoopvrating "Top Twenty' Name of prograr U.S. Hooperating* Lux Radio Theater 23.33 Jack Benny 24.26 Godfrey's Talent Scouts 19.64 Walter Winchell 17.78 Mr. Keen n.r. Fibber McGee and Molly 23.31 My Friend Irma 17.82 Suspense 16.78 Amos 'n' Andy 18.80 Bob Hope 21.27 Mr. District Attorney 17.84 Crime Photographer 15.03 FBI in Peace and War n.r. Stop the Music (8:45-9 p.m.) 16.97 Stop the Music (8:30-8:45 p.m.) n.r. Sam Spade n.r. This Is Your FBI n.r. Duffy's Tavern 18.43 Mystery Theater 15.02 Fat Man n.r. Inner Sanctum n.r. Big Town 15.96 Phil Harris-Alice Faye 15.79 People Are Funny 15.74 Great Gildersleeve 15.14 Burns and Allen 15.00 Your Hit Parade 14.88 Rank Order Hooper Nielsen * U.S. Hooperatinns are average for t Nielsen Ratings are for week of represent total audience of over-fi n.r. — not released. 2 1 5 10 n.r. 3 9 12 6 4 8 17 n.r. 11 n.r. n.r. n.r. 7 18 n.r. n.r. 13 14 15 16 19 20 months of January-February 1949. 6-12 March, the first National ve minutes. 1 2 3 4 5 6 7 8 9 11 10 12 13 14 15 16 17 21 18 19 20 50 28 26 35 36 58 Nielsen Ra+ingt 29.9 25.9 24.5 24.1 23.6 22.9 22.5 22.2 21.5 21.1 21.1 20.6 20.0 19.6 19.5 19.4 18.5 17.9 18.4 18.3 18.3 14.1 16.4 16.7 15.6 15.6 12.8 Nielsen ratings. They 6 JUNE 1949 23 Minn i* tin* mi ii 1 1 i mi i wz im immv 01 IT WAS PILES OF CORN COBS LIKE THESE THAT PRODDED ART SEBRING INTO DOING SOMETHING ABOUT TURNING A WASTE SEZ: saga of American ingenuity I lio wonder story of Art Sebring and a mountain of corn cobs ^||^ Into the two-by-four kitchen ^^^ffl of his small cafe in Minne- ^B^^ sota's Redwood Falls march- ed Art Sebring recently, armed with a sack of corn cobs from a nearby seed corn plant, his grandmother's fam- ily recipes, and a bright idea. Sebring. a 51-year-old, barrel-chested, bifocaled Minnesotan with the pioneer spirit of a Horatio Alger hero, was making his latest effort to create something use- ful from what was generally regarded as being useless. Back in the days of the early Florida land boom, when he was an aggressive young man of 27, Sebring had been a partner in a construction firm that transformed an Orlando swamp into a race track. Later, in the early L930's, Sebring had built an oil refiner} in the middle of a rural communit) in Idaho. At the close of World War II in 191,-). Sebring tackled the housing shortage in Red- wood Falls b) building low cost (,\ homes ($3,500-$12,000) from lumber ■ Hi from an old coal * * B**» * ^ "^"E ' ♦'iv ijiP ii -"?•' ■Vfir.l jv * . >•■' The secret life of a soap opera PART FIVE OF A SERIES Tin* remarkable < omiini < i.il impact <»l llic (lavlinH* serial Amlifncv reaction i*t a duylimv serial9 s vommvrvials T IW (■" p.Mfll WSIC. Kll!» UK' I WO uu>-u CLOsna • iioukki'i (above) Audience reaction to a daytime serial opening and closing commercial (below) How reaction changes when commercial is integrated in same serial 11 over-all M a ii y sponsors have learned the hard way that a popular serial and successful com- mercial theme aren't always the most important factors in attracting an audience and selling it. Horace Schwerin of the Schwerin Research Corp., recently pointed out that a person 35 years old has already had 12,000.000 minutes of ''impres- sions' made on him. A radio-com- mercial "impression " has to he some- thing special in order to make much of a dent as the 12.000.001st minute of impression in a person s life. If it isn't, the listener tends, as Schwerin puts it. to go "psychologically deaf" — if the commercial doesn't actually get a reaction of definite antagonism. A new approach for neutralizing this resistance to the commercial message has heen worked out hy psy- chologists of Attitudes. Inc., New- York public relations firm, and is being tested in the radio copy of a national advertiser. In fad. the Attitudes idea doesn't stoj) with cancelling out the resistance to commercials. It aims, according to Attitudes. Inc.. io make the commercial prolong and satisfv the verj emotional needs llie urogram lias alreadv stirred up. These emotional needs are defined by a well-known psychiatrist collaborating with Vttitudes, Inc. Ever) daytime-serial writer under- stands, as related earlier in this series, how listeners identify themselves with one or more characters in the Stor) : how especially important to the serial listener is the emotional satisfaction she gets from living the story. In most cases radio-copy writers prepare sets of commercials consider- ,dil\ in advance of the episode during ClOSlM ... . . ~ . Uuylime seriate make listeners love thosv premiums A penniless girl in "David Harum" receives a shipment of stone from the famous Blarney Castle. Her father, who has ordered the stone, has disappeared. David suggests that she make bracelets from the stone. Bab-O found it one of its greatest promotions When Barry ("Barry Cameron") returned from World War II, he brought with him, to symbolize end of an unhappy past and hope of a happy future, a miniature of the sword that London presented to Eisenhower. Reproduction caused serial fans to buy Sweetheart Soap Evelyn Winters ("Evelyn Winters") finds an orchid pin in a jeweler's window that reminds her of the man (Garry Bennett) she loves. Buying it, jhe has a memory of the orchid he gave her with her always. Thousands bought Sweetheart Soap to get a replica of the pin which it is to be broadcast. The copy writer is totally ignorant of the script with which any commercial is to be aired. So the commercial comes crash- ing harshly into the listener's day dream. It may bear little or no rela- tion to emotions the listener has been immersed in; it may. in fact, brutally contradict them. A psychological approach to this situation worked out by Attitudes would direct the commercial along the same emotional lines as the entertain- ment it follows. The familiar prac- tice of integrating the commercial into the action of a program does not necessarily ensure that the sales talk will blend with the emotional pattern of the action, the psychiatiist points out. The pleasurable fantasy of the entertainment should not be connected with the commonplaces of everyday life at all. But commercials can be written that stress the same emotions of the program. This will increase rather than destroy pleasant feelings about program and product. A broadcast episode of the high- rating General Foods serial. Portia Faces Life (selected at random), will serve to illustrate the Attitudes ap- proach. In this episode Portia goes with two of her friends, Bill and Kathie, who have just returned from their honeymoon, to look at their new house. Kathie's little sister Joan is expecting a baby and is living with Portia until the babv arrives. She is left at home. Her husband is away. Joan starts to cry miserably because she feels deserted, and because she is secretly in love with Bill. Kathie's hus- band, and envies her sister's happi- ness. Portia's son Dickie tries to com- fort Joan. He also defends Portia's husband Walter who has gone to An- kara without any explanation. Joan thinks Portia is making a fool of her- self over a man who apparently does not want her, but realizes she her- self may be even more foolish about the man who has just married her sister. Meanwhile. Portia, who is looking over the new house with Kathie, says she will be tolerant and reserve judg- ment about Bill until she hears from him. They talk about Joan, and Kathie attributes the fact that Joan seems panicky at times to her delicate con- dition. She decides Joan should come to live with her and Bill immediately so Joan can have better care. The announcer reminds the audi- ence that Kathie and Portia don't know of Joan's feeling for Bill, and that they may insist on Joan's moving in with Kathie and perhaps causing a tragedy. After reviewing the situa- tion as outlined, the announcer de- clares that the story is taken from the heart of every woman who ever loved completely. Those who follow the storv know that Joan's loving completely has re- sulted in her having a baby with her husband away. Portias loving com- pletely has resulted in her husband leaving her for some unspecified, my- sterious reason. The listener can ident- ify herself either with the young ex- pectant mother, or with Portia in feel- ing she is a noble, admirable person, but that her love has been repaid by ill treatment. Female psychology literature shows this to be a favorite viewpoint of the cold woman who is unable to love fully, who feels any7 unselfish effort is a sacrifice, who feels that suffering in itself has merit. The substance of the first com- mercial following the announcer's summary of the above plot situation ran like this: "You eat some foods be- cause they taste so good . . . good for you . . . America's favorite bran flakes . . . enough bran to help pre- vent irregularity due to lack of bulk . . . 'ounce of prevention' . . ."' To the psychiatrist, the psycho- logical implications of such a com- mercial are ridiculous in this circum- stance. He feels that suggesting that happiness can be based upon eating bran flakes can only be irritating to listeners who a moment before were identifying themselves with noble suf- fering and hysterical panic. As the commercial goes on exulting over the joyous, nutritious break fast everyone is eating ("Life is swell when [Please turn to page 38) 6 JUNE 1949 27 AM Association Blueprint for a AM Board of Directors Sales Promotion Engineering A >l. F>1. anil TV ar«* <*oiii|Mkflitive. Tli<» imlnslrv miisl Treasury r«M*ojL£mzl Broadcasters should he that source. Il cannot, however, operate efficiently in il- present form. There arc too man\ factions within ils membership to per- mit it to do the joh it should for its members and the advertisers who use the multi-faceted media. In the pisl the internal battle has been between networks and stations i the networks finall) withdrew i. be- tween clear-channel stations and re- gional and local channel licensees, and between network affiliates and inde- pendent outlets. Thc\ were all AM (standard) broadcasters. Il was all in one family. The picture began to change when Frequency Modulation entered the broadcast-advertising picture. I'M broadcasters had different problems than AVIers. I\l. being new. required special promotion. Its case before the FCC required special pleading. With- out competing with AM stations, it COuldn'l succeed. The plc-sllle- which were brought i" beat .mi the FC< !, pro and con. were startling. The I'M sta- tion owners didn't feel thai the NAB was helping them, could help them. Twice the leading proponents of the high fidelity, staticless broadcasting system withdrew from the Association. To all intents and purposes the) are still outside. Then came television. Once again the membership of the NAB chose I" give a new facet of broadcast adver- tising absent treatment. They fell that it wasn t fair to use money paid as dm- b\ AM stations to help a com- petitive form of broadcasting. I he re- sult is an association (Television Broadcasters' Association) which month b\ mouth is becoming a more important factor in the visual air ad- vertising held, \ttempts to bring II! \ into the \ KB fold have thus far failed. While TBA hasn't a paid president, there are constant rumors that such .in appointment impends. I hus broadcast advertisers are faced with three broadcast associations the \ Ml. I M \. and TB \. Broadcasting is being divided within itself. This makes no sense for the great media of the ail. It make- il impossible to pre- sent each facet of broadcasting in its correct light. It also raises difficulties for storecasting. Iransitradio. FAX. and for any other form of broadcast ing which the future may uncover. It's an invitation for advertisers to go else- where with their advertising dollars and thus get less for their monev than they can on the air. Every form of advertising competes for the promotion dollar. There is lit- tle doubt but that some advertisers have used aural broadcasting because there was no visual equivalent and will shift now from sound alone lo sight and sound. There is also little doubt but that some advertising dollars will go into point-of-sale broadcasting (storecasting) and captive-audience broadcasting i Iransitradio l that for- merly used the selective broadcast ad- vertising medium. To a degree, all forms ol advertising compete. Bach medium is equipped to do ils special job. Advertisers musl find the correct media for them. In broadcast advertising. \\1 radio will compete with FM. \M and I'M will compete with TV. There are. however. advertisers for whom one medium is 28 SPONSOR FM Association TV Association FM Board of Directors TV Board of Directors Sales Promotion Engineering Treasury Publicity Research Programing Cod* Rates Federated President Institutional Publicity Legal Industry Relations International Labor Administration Broadcast Advertis- ing Promotion Code Government Relations better than another. It is the job of a great national association to work for all. There its work ceases. When it comes to competitive selling no one association can help all its members. The NAB has outlived its usefulness as a giant grab bag. It has to become a Federated Association or become just one of a group of associations in the broadcasting field. Broadcasting needs an over-all spokesman. It also needs aggressive groups that will fight for radio, for television, for storecasting, transit- radio, FAX and every form of elec- tronic entertainment the future may uncover. Thus only a Federated NAB can serve all of broadcasting well. Within the Federation there should be three member associations — and maybe more as the future unfolds. Radio isn't dead. It isn't even a (King medium. FM has a unique place in the broadcast spectrum. I \ is growing fast. The latter is the great unknown in broadcast advertising. Storecasting and transitradio are non- need great w et- identical twins that nursing. FAX is anyone's guess, Three great association groups can function effectively for broadcast ad- vertisers — AM. FM, and TV. Each has its job cut out for it. As most associa- tion men I not broadcasters) see it, each association should have at least eight departments — Sales Promotion, Engineering, Treasurys Publicity, Re- search, Programing. Code, and Rates. 1 1' lease turn to page 36) 6 JUNE 1949 29 Conti wins Brand Name Foundation promotion award In ii I i the constant Two-thirds of iliis 1 13-year-old soap manufacl nrer's advertising liuil^ol goos lo r.-idio feM^j^ When the Conti founding \JH fathers first started import- ^^* ing pure olive oil from Italy in 1836 and making it into a castile soap for the American market. they could hardly have been expected lo guess that the invention of a fellow Italian would, more than 100 years later, turn their product into a national household word. The founding fathers would scarcely have dreamt, in fact, that Marconi's transmission of sound without wires was one day to be the instrument which would increase their soap business .">()()', in only half-a- dozen years. Todays Conti officials hold nothing back in giving complete credit for that sales increase to radio. I ntil L942, when the Conti Prod- ucts Corporation first went into broad- cast advertising, sales of its soap and shampoo products bad remained rela- tivel) static over the years. The firm was small, its name little known to the average consumer. It was an old, conservative companj which had !><•- lieved thai a better soap could be made from natural oils evei since its first shipment <>f oli\e oil had ai i bed from Livorno (Leghorn), Italy, L13 years ago. Bui for IOC) of those years Conti dirl little to acquaint the American public with its beliefs regarding its products. The firm's conservatism was the reason for its late advenl into radio. It had. some \ears before l'H2. taken a timid step into the medium with an amateur program on onh one station — WOR. New York — which produced nothing much for the companv except a feeling that radio had '"possibilities." And even when Conti finally took the plunge into network radio seven years ago. the splash had a certain restrained quality about it. The company's primary thought when it went on the air over nine Mutual stations with the Treasure Hour of Song was to gain prestige and name identification. The weekly 30-minute program offered classical and semi- classical music from regulars on the i unit startvd with thv classics - Dorothy Kirsten (center), Jan Peerce (right) were frequent guests of "Treasure Hour' 30 SPONSOR show such as Licia Milanese. \ltredo Vntonini, Jan Peerce, and Robert Weede. and guests of the calibre of Rise Stevens. Rose Bampton. and Dor- othy Kirsten. Despite the hightoned aura of the show, it developed an audience that spread to listeners over 162 MBS stations in L946. When sales -tailed to forge ahead soon alter the program's inception, Conti, in the words of v.p. S. L. Nordlinger. "went modern." The soap-and-shampoo house had neither the desire nor the budget, when it began broadcast advertising, to adopt the formula for selling soap products used so successfully bj Proc- ter & Gamble. Lever Brothers, and others. Even if Conti's $500,000 ad budget — of which radio gets more than two-thirds — would permit it. the firm would not use a soap-opera program. Extremely proud of the quality of its castile soap and hair shampoo — due to its content of natural imported olive oil, as against the use of synthetic detergents in other leading soaps — and believing that a quality product de- prives a quality radio program. Conti acts accordingly. The inference as re- gards their own products and shows might be debatable by P&G, Colgate- Palmolive Beet, et al.. vet the fact re- mains that Treasure Hour of Song pushed Conti Castile Shampoo into the number one position as the largest sell- ing article of its t\pe. and against the terrific competition in the shampoo line. Treasure Hour underwent a change ol name last Fall, when it went back on Mutual as } ours For a Song. The title change also marked the beginning of a gradual format switch which cul- minated last month in a complete re- versal of the policy followed since 1942. With sales up 22' , in 1948 over the previous year. Conti decided to expand its market by reaching a younger, more mass radio audience than Treasure Hour was capable of de- livering, due to its operatic nature. So its resumption on the air intro- duced a lighter note, with popular music artists sharing the spotlight with the serious music performers. Com- plete conversion came on 4 March, when Yours For a Song switched its point of origin from New: York to Hollywood, and presented an all-pop- music lineup headed by Cordon Mac- Rae and Betty Rhodes. Crooner Dick Haymes will shortly take over the main vocal assignment for the rest of the series, with other equallv un-operatic I Please turn to page 63 I > \ local businessmen who years ago weren't acceptable in homes of PR's lords of the manor. Radio in Puerto Rico faces a threat in government ownership, which no other I .S. broadcaster has yet had to fight. Puerto Rico's "fiftv families" have had no interest in the Islands jibaros Ismail farmers and rural work- er- who repre.-ent 70' < of the Island's population). For the most part the) are as hidebound as only descendants ol Spanish grandees can he. The result is that any moves to better living con- ditions had to he initiated 1>\ liberal U.S. Governors, like the tempestuous Rex Tugwell. who earned himself the local title "todo lo heule," (every- thing smells ) . Puerto Rico went into the rum busi- ness, housing, subsistence homesteads," industrial development, and businesses like cement. gla»s. leather-, and crock- ery. Either the government did it — or it wasn'l done. There was no pri- vate "venture capital" available for anything that would better the condi- tions of the jibaros. It was therefore up to the government to put up or per- mit subnormal living conditions to con- tinue. The wartime Governor (Tug- well) spent $27,000,000 to establish new industry, and the current elected Governor I Luis Munoz Marin I will spend a total budget of $94,000,000 to further improve living conditions. I Education and health will receive 10' , of the budget, since 24' < of those who live on the Island are still illit- erate). It is no great surprise, therefore, that the first threat to private ownership of broadcast facilities has raised its head on the Island. There is a power- ful government station in operation which serves a great part of the Island. That doesn't disturb the private sta- tion owners because the independents have most of the broadcast audience. What scares the daylights out of them is the fact that the government has decided several times to compete with private ownership for the broadcast advertising dollar. Since the government station is naturallv subsidized and doesn't have nit makini th to worry anoiit maKing money, the pri- vate station- naturallv feel that it would be unfair competition for the Puerto Rican government to accept advertis- ing. I he government on its pari knows Lever Brothers, through National Export ^ Advertising, sponsors revue on WKAQ that in the past private stations haven't been ti><> worried aboul their public responsibility and feel that main still neglect that phase of operation. How- ever, the newer stations recognize the need for public service and cooperate with the government's farm, labor, and educational programs. That segment of Puerto Rican gov- ernment that doesn't believe in private ownership I it's sizable, this segment) would like to see a dual operation on the island with private and govern- ment-owned stations both serving lis- teners. If they get away with it in Puerto Rico, there is little doubt that it'll spread to the U.S. mainland and at least be the beginning of the end of free enterprise in broadcasting as it is known today. Thus far the private station owners have been able to block the govern- ment's going into the broadcast adver- tising business. The Federal investiga- tion turned up some unsavory messes, "inspired campaigns" and a lot of other conditions which stopped the station plans. On the gala opening dav of W1PR, the big government l().()()()-watt transmitter, there was a short circuit. The station wasn't gala that day. or for sometime thereafter. The government operation, despite the current commercial prohibition, does carry advertising. It's for prod- ucts from government factories, includ- ing rum. The excuse is that since the station is rendering a service to the Island community, it doesn't make sense not to advertise government- made products on its own station. The owners of non-government stations do not hope to prevent this. Being fatal- istic by nature I most Latins are), many station owners feel they'll even- tually lose the battle and will have to compete with the Island government for business. There are many busi- nessmen who don't look at it the same way. They expect to fight to the bitter end the invasion of business b\ gov- ernment. They know it's especiallv tough on Puerto Rico because PR is in everything. New businesses get 12- year tax exemption and main of them get other helping hands which do not show on the record. The Puerto Rico Industrial Development Corporation under Teodoro Moscoso. Jr.. is putting $5,000,000 into San Juan's new Caribe Hilton Hotel of 300 rooms. This is more than PRIDC is putting into other individual efforts to bring industry, money, and U.S. business to Puerto Rico. Nevertheless Munoz Marin. PR's first elected governor, estimates it will cost a minimum of S(>(>( MIDI ).()(>(>. to bring enough industrv to Puerto Rico to increase the Island's standard ol liv- ing appreciably. This means 31)11.1)1 II I new jobs for the jibaros. With government involved in prac- tically all phases of Puerto Rican life, it's not surprising that station owners feel that eventually it will compete with them for advertising. That doesn't mean that they expect to give up the fight or lose gracefully. They're going to battle until the first non-government commercial hits the government air over WIPR or any other state-owned outlet. If and when the pro-government forces win in Puerto Rico look for their opposite numbers in Washington to start advocating Federal-owned U.S. stations. It's only a short jump from Puerto Rico, politically and physically. For U.S. advertised products, PR improves as a market practically daily. In 1948 Puerto Rico spent some $220,- 000.000 for mainland products and ex- ported $360,000,000 in sugar and the increasing number of products manu- factured there. Puerto Ricans. like most Latins, spend a great part of what they make. Current retail sales figures aren't available, but in 1944 local businessmen reported that retail sales topped $145,000,000. PR's sugar shipments to U.S. in- crease annually. In 1949 it's expected that production will exceed 1.250.000 tons. This can be appreciated when contrasted with 1949 production of sugar of the World's greatest sugar cane producer. Cuba. While expected to exceed 6,000,000 tons. Cuba will ship to the I .S. under 5.000.000 tons. Puerto Rico is now the world's great- est producer of rum. Many rums cred- ited to other countries are actual I v distilled in the U.S. Caribbean outpost. Puerto Rico also sends considerable leaf tobacco, needlework, candy, as well as fruit, to the L.S. Production of pineapples, oranges, and grapes is increasing annually. It costs little if anything more to ship from PR to the South and main other sections of the nation, than it does to ship from most states. It is because of this that firms like Textron have opened great factories on the Island and other firms are moving there monthly. Two hundred and twenty have moved to date. Of course the 12-year tax exemption is a great lure and even if the Time Magazine (Please turn to page 65) Borden's for KLIM presents Bobby Capo at WAPA Frigidaire has Pito Alvarez de la Vega covering baseball Despite illiteracy, there's fan mail aplenty in Puerto Rico 6 JUNE 1949 33 v' hi lit! i hr£i¥! p. the th< anc € iQ th< Lincoln- epciiPf Division jp th As any child with a tele\ ision sel can tell you — new and important sponsors arc cropping up every day on the CBS Television Network. And for gooil reasons : CBS-TV advertisers have the largest average audience of all the networks. CBS-TV advertisers have 5 of the 10 largest-audience programs in Television — four of them CBS package programs. CBS-TV advertisers have scored the highest sponsor-identification in Television. That's why value-conscious advertisers of soap and soup and motor oil, of appliances and cigarettes, tea and paper towels. . .indeed the whole gamut of modern business is now on CBS TV *To date the li^t of CBS-TV Network \dvertisers anil programs includi's: Itallantinc. Tournament of Champions; Barbasol. 11 eekly News Review; Electric Auto-Lite, Suspense; Kurd Dealers, Thru the Crystal Ball; Ford Motor Company, h'mtl Theater; General Foods, The Goldbergs; General Electric, Fred Waring Show; (allelic Safe!) Razor, Kentucky Derby, Preakness and Belmont; Gulf Oil, We, the People; Liggett & Myers Tob., Godfrey & His Friends; Lincoln-Mercury, Toast of the Town; Thomas Lipton, Inc., Talent Scouts; Popsicles, Luck) /'»/». Oldsmobile. CBS News; Philip Morris Co.. Ltd., Preview; I'liilip* Packing Co.. Luck) Pup; Pioneer Scientific Corp., Musters of Magic; Seoli Towel Co.. Dione Lucas; I .S. Rubber, Lucky Pup; Westinghouse, Studio One; Whitehall Phar. Co., Man Jim ,v Johnny; Wine idvisorj Board, Dione Lucas. SALES SUCCESS! That's why WGAC is on most important lists. Here are just a few of the many spot radio users who find the WGAC combina- tion of coverage and sell- ability profitable. • Ajax Cleaner • BC • Brock Candy • Brown Mule Tobacco • BQR • Camel Cigarettes • Carter's Pills • Cashmere Bouquet Soap • Colgates Dental Cream • Doan's Pills • Duz • Griffin Shoe Polish • Grove's • Hercules Powder • Ivory Soap • Kools • Mrs. Filbert's Margarine • Nabisco • Obelisk Flour • Oxydol • Poligrip • St. Joseph's Aspirin • Tenderleaf Tea • Vel • Vicks Let us tell you why WGAC is one of the nation's lowest cost salesmen. A million people served largely by one station — 5,000 watts— ABC— 580 KC AUGUSTA. GEORGIA . . . AVERY-KNODEL . . . 40 West 52nd [Continued from page 19 i its functions, let's draw diagrams, if necessary, so that there can he no mis- understanding, no misapplication. Why not run a "sales promotion corner" in SPONSOR where ideas can be exchanged and success stories print- ed? That's the kind of service we have learned to expect from your pub- lication. Robert S. Keller President Robert S. Keller New York FOLK MUSIC In connection with your series on folk-music programs. I think you might be interested in the following. Our best example of an advertiser who used folk music for local merchan- dising is Gamble Stores and WNAX's Ben & Jessie Mae. Gamble-Skogmo have been WNAX advertisers for the last six years. For the past three years, Ben & Jessie Mae have been appearing throughout South Dakota. Minnesota, Nebraska, and Kansas at special Gam- ble sales, store openings, or to launch new Gamble products. Since their first appearance in Watertown, South Dakota, three years ago. they have returned eight times to that one store. I understand that their appearances have brought about tremendous sales increases. You are to be congratulated for bringing SPONSOR to an eminent posi- tion in the radio advertising trade publication field in such a short time. This has been done through intensive research and factual reporting of the important subjects that pertain to radio advertising. Robert B. Donovan Promotion Manager WNAX. Yankton. S. I). Two recent examples of merchandis- ing tie-ups between our h>lk artists and advertisers have to do with Oelwein Chemical Company, OCCO Feeds Breakfast Call. One of these examples is a picture of Rex Allen who. for about three years, was the star of the Breakfast Call. His picture was offered b) the sponsor, with fine mail results. \ftei Allen went to Hollywood to join Republic Pictures early in March. 1949. Oelwein prepared a brochure to be sent to their dealers, featuring the new Breakfast Call star. Bob Atcher. Ma) 1 compliment sponsor for the fine series on folk-music success on radio? George C. Biggar Director WLS National Barn Dance WLS. Chicago REPRINT PERMISSION We would like to reprint a con- densation of the article. They buy in the fall, but decide in the summer. which appeared in the 9 May issue of your magazine. May we have your permission to do so? M. A. Shallat Editorial Director Publishers Digest Chicago 0 Permission has been granted. FEDERATED NAB {Continued from page 29) It is suggested that the KM association also have two additional departments Transitradio and Storecasting. with provision in the future for FAX. Each would have its own dues struc- ture, each would function to a large degree autonomously. Each would contribute a set percentage of its annual income to maintain a Federated NAB. Each would elect a seven-man board of directors that would in turn select a divisional president and com- bine with the other associations to select a Federated President. The Fed- eration would not be a figurehead. It would function as a spokesman for all broadcast advertising. It would have at least nine departments, all dedicated in the common good of the over-all media. It would have an Institutional Publicity Department. Legal, Interna- tional. Administrative, (ode. Industry Relations. Labor. Broadcast Advertising Promotion, and Government Relations Department. It would be pro-broad- casting, not am laeel of it. In a wax it's very much the type of job that Justin Miller, president of the NAB. i- doing at present with his "Freedom of Speech" issue. It would remove intra-association friction. It would take the internal polities out of the NAB. It would permit a man like Judge Miller to function with top im- 36 SPONSOR "sponsor is the brightest new- comer to the field of advertising publications in many a long day." Fairfax M. Cone Foote, Cone & Beldirf "sponsor seldom fails to pro- vide some newer, fresher, ap- proach to an industry story or problem.'' Helen Wilbur Doherty, Clifford & Shenfield No. 5 in a series explaining why sponsor is the best bin Foote, Cone & Belding or sil Doherf y, Clil't'urtl & SImmiIIcIiI? Trade paper reading is a highly competitive business those days, and the publication that hits home with sponsors. account executives, and timcbuyers must be right to the point. Ask any timebuyer you know about sponsor. You 11 discover that SPONSOR gets top billing because it's 100% devoted to the buyer's problems in radio and TV; because it's dollars-and-cents- wise ; because it's attractive to look at and easy to digest. In short, because it's practical from cover to cover. Three out of every four copies (8.000 guaranteed) go to buyers. An average of 10'i> paid subscriptions go to readers at each of the 20 top radio-billing agencies. :oote, Cone & Belding Subscriptions to SPONSOR Home 9 Office Executives 7 Timebuyersl Acct Execs 8 Radio Deptj TV Dir 1 Some Foote, Cone & Belding clienj subscribe: Fred W. Amend, ArmoL trice Foods, Carter Products, Frfgidjire, Hall Brothers, Marshall Field, MdFltg^iery rd, Pepsodent, S and W ^fne ,#oods, ;way Stores, Toni Compar Doherty, Clifford & Shenfield Subscriptions to SPONSOR Office 3 Home Executives 1 Timcbuyers Acct Exec 1 Others Media Dir 1 .Some Doherty, Clifford & Shenfietf clients |dio subscribe: Borden Companjf ( PiBneer Vision), Bristol-Myers, VacuurnrFo' You're sure to hit home with sponsors and ageneies when vou advertise in SrONSOK For buyers of Radio and TV advertising 40 West 52 Street, New York 19 f / \ w He Helped Increase Senatorial Mail by 800% The assistant postmaster of the Senate judged it to be one of the biggest mail pulls in the history of the Senate post office. The House postmaster quoted no figures, but indicated thai onl) one <>r two occasions in the past 12 years produced more mail. A sampling of 28 Senators and 4 Representatives showed receipt of an estimated 124,000 pieces of correspondence. The subject: Taft-Hartley labor bill. The cause of the avalanche: Fulton Lewis, Jr. On just 2 broadcasts he re- quested his listeners to vote yes or no to 1() questions covering various phases of the labor hill controversy. Each Congressman was furnished with a printed key to the questions asked. The overwhelming response proves anew that the Lewis audience is large and articulate. Currently sponsored on more than 300 stations, the In I ton Lewis. Jr. program affords local advertisers net- work prestige at local time cost, with pro-rated talent cost. Since there are ovei 500 MBS stations, there maj be in opening in your city. If you want a ready-made audience for a client oi yourself, investigate now. Check your local Mutual outlet or the Co-operative Program Department, Mutual Broadcasting System, 1440 Broadway, NYC 18 (or Tribune Tower, Chicago, 11). pa t. lie was brought in to NAB at a time when the broadcast industry was under attack from liberals for over-commercialization. He headed up a broadcast industry which had had the "blue book" thrown at it. It is a man of Justin Miller's type that can and should head up the Federated as- sociation— while the individual asso- ciations can be headed b\ either busi- ne-.~-association men. station-trained executives, or advertising men. A federated group of associations would answer the objections of some NAB members who claim that their money is being spent to further the in- terests of competitive forms of broad casting. AM money would be spent to develop AM. FM dues would go for FM activities. T\ assessments would go to further the development of the visual medium. Separate associations permit other media to divide the broadcast media — to confuse the issue. On the other hand one association will always be- come rife with internal politics. Most owners of T\ stations also have AM outlets. Most owners of FM stations have AM affiliations also. There is both the mutual it v of in- terests and the competition for the ad- vertising dollar in all camps to make the way to a Federated operation clear. DAYTIME SERIALS [Continued Irani page 27) you keep well"), the lonely woman, bearing her sorrows, feels disgruntled at the intrusion of this phonv I to her | cheeriness. and thus becomes more and more unsold, rather than sold, on the product advertised. "Life is swell when you keep well" but not for Portia- or the listener. One waj of harmonizing this clash of feeling, according to the psychol- ogist, is l>\ making the commercial repeal the emotional pattern of the plot situation that precedes it. A woman in the frame of mind just delineated is looking for sympathy and admiring pity. To capitalize on these emotions, the commercial might be de- veloped on some such themes as these: I Mot he i works \i u hard to pro vide tastv meals for her family. Bran Hakes, however, lighten her task be- cause thev can be served instantly. This approach ties in with her sense of self-sacrifice. 38 SPONSOR 2. Mother is so busy working for others she forgets her own health — she needs some such mild medicinal aid as the laxative element of bran flakes. 3. Mother loves her family so much she gives them only the best food — bran Hakes are the best breakfast food. Some such framework within which to integrate the sales message would allow the commercial itself to pluck the same chords of self-s\ mpathx and admiring self-pity. The emotional con- tinuity between plot action and com- mercial gives them a fundamental re- lationship. This relationship tends to give the commercial a personal emo- tional appeal that helps prevent listen- er antagonism, and under the best con- ditions actually promotes liking for both program and sales talk. It is obviously of special importance that the major emotions being ex- ploited at the breaks in a program where the commercial is to come be correctly identified. The plot situation at the break for the middle commercial in the Portia episode under analysis finds Portias husband Walter still away, but she will be tolerant if and when the guilty fellow returns. Though Portia seems resigned, and Kathie is happy in her new home, Joan is faced with tragedy, which means tragedy for all. Kathie is look- ing forward to caring for her younger sister Joan and eventually for her baby. Joan is dreading what will hap- pen if she lives with Kathie and Bill. Psychologically, this situation grati- fies the type of person who is inher- ently resentful and hostile, who takes secret joy in others' misfortunes. This is the kind of response that may op- erate largely, or even altogether, on the unconscious level. At this stage, with the atmosphere charged with gloom) anticipation, the announcer counter-charges with a burst of happ) news: "So you've been thinking it's too bad the foods you eat for flavor aren't always good for you . . . think again . . . wonderful flavor and good for you . . ." "This optimistic emphasis seems quite unrelated with the listener's cur- rent feelings.'" says the psychiatrist. "She has just heard that goodness brings sorrow and suffering; now she hears that goodness brings a wonder- ful flavor!" The announcer goes on cheerfully : ". . . you're missing something if Example #14 r For more than 27 years Gimbel Brothers, Philadelphia has sponsored the "Uncle Wip" program. For the past three years "Uncle Wip" com- mercials have been devoted exclusively to Buster Brown shoes . . . and Gimbel Brothers, Philadelphia, has become America's Number One outlet for Buster Brown shoes! WIP Philadelphia Ittisiv Mutual Represented Nationally i:i»\VAItl» PKTItV A- 40 b JUNE 1949 39 you aren't eating America's favorite bran flakes cereal." The Attitudes analyst concedes the suggestion that the listener i> missing something i- psychologically good. But it correlates w itli the wrong idea. Por- tia and Juan arc indeed missing sonic thing their husbands. The listener identifying herself with Portia and Joan will not he consoled h\ the im- plication that hran Hakes can make up for the hiss of a man. The repetition that life i- swell when you keep well mocks the undeserved struggles of Portia and to a certain extent the housewife's own experience. Many who hear this are having diffi- culties due to their own emotional conflicts, rather than ill health. To correlate the commercial with the feelings of dire anticipation, the commercial should predict troubles (gastronomic and otherwise I which the listener can avoid by using hran flakes. Or to reassure the listener that she's not actually enjoying the con- { WHHM is happy to announce the appointment of j INDEPENDENT METROPOLITAN SALI ;s*[ AS NATIONAL SALES REPRESENTATIVES 1 lia* *INDIE SALES • JACK KOSTE. President 55 West 42nd Street New York 18. N.Y. LOngacre 3-6741 • JACK MULHOLLAND, Manager 75 East Wacker Drive Chicago, Illinois ANdover 3-7169 WHHM INDEPENDENT — BUT NOT ALOOF MEMPHIS. TENNESSEE Patt McDonald, Manager templation of impending tragedy, the commercial can praise the housewife's loving kindness — as illustrated, of course, by serving bran flakes. The announcer can give the sales talk without disrupting the listener's pleasant identification with the pro- gram, according to the Attitudes theory, because the emotional connec- tion between commercial and program is on the unconscious level. But a character in the soap opera, >a_\s the Attitudes psychiatrist, can not speak for the product without tend- ing to destroy the illusion of being Portia, for example. But in programs featuring such personalities as Arthur Godfrey, or women mc's of the typical women's participating program, who deliver the commercial, the case is dif- ferent. They are "playing themselves." To recommend a product they have used is in line with the feeling for the "character." Integrating something like a piece of jewelry into the serial storyline in preparation for offering a replica of the item as a premium later on to list- eners is another way of making emo- tional highlights of the story back a sampling of the product advertised. In NO GUSH. NO MUSH, NO BLOOD. NO THUNDER. NO COMMENTATORS. NO ANALYSTS But Lots of GOOD MUSIC! and lots of GOOD HOOPERS • Ask Jack Kosle in New York, or Jack Mulholland in Chicago KITE SAN ANTONIO 1000 Watts at 930 on Any Dial represented nationally by INDEPENDENT METROPOLITAN SALES 40 SPONSOR ft nnounang • • • • Independent Metropolitan Sales c slublishud to better serve the ADVERTISING AGENCY Our facilities will be geared to present the true picture of the Metropolitan Indepen- dent— its vital importance in the community — its outstanding achievements in competing with "piped" programming — its sound value as an investment of your client's advertising dollar. Our limited list will assure you of maximum service on each station. METROPOLITAN INDEPENDENT We are pledged to represent only Independents in major markets, and only a restricted list of Independents. Our member stations retain the right to qualify a new station (it must be good! ) and limit the number of stations (one small list). We have one picture to present — the successful Metropolitan Independent. c S/t££S" invites your Independent inquiries. Independent Metropolitan Sales The Nation's Popular Stations Jack Koste, Pres. Jack Mulholland, Mgr. 55 West 42nd Street 75 East Wacker Drive New York 18, New York Chicago, 111. LOngacre 3-6741 ANdover 3-7169 b JUNE 1949 41 WFBL SYRACUSE, N.Y. in the Central New York RURAL MARKET • WFBL is the only radio station to maintain an agricultural studio at the Central New York Regional Market where instantaneous market prices, both local and national, are gathered and broadcast direct to rural audience. • WFBL co-operates completely with the Department of Agriculture of Cornell University . . . every important agricultural bulletin is given top preference during the program. • The WFBL RFD Show, 5 to 7 a. m., Monday through Saturday, is produced by the best qualified radio farm director in Central New York ... a real farmer who knows and understands his audience. His sparkling wit, musical selections and all-around entertainment produce a loyal group of listeners . . . listeners with the great pur- chasing power of a rich farm market . . . listeners that buy the products advertised on WFBL RFD. WFBL BASIC CBS IN SYRACUSE . . . THE NO. 1 STATION WITH THE TOP SHARE OF AUDIENCE MORNING, AFTERNOON OR EVENING 42 most cases the item is introduced as part of the plot about a week, seldom more than two weeks, ahead of the actual offer to listeners. The item, al- most always something for the heroine, is usually a gift that is responsible for solving some romantic tangle. The latest offer on Backstage Wife was developed around heroine Mary Noble, who presented her most treas- ured possession, a beautiful locket, to a young high-school boy to be used as a gift-token of peace after a quarrel with his l"'-t girl. An offer of a "charm bracelet" on another serial —for 25 cents and one box-top — pro- duced returns from 300,000 listeners w ithin ten days. According to the agency "s calcula- tions, plus previous experience, this meant $75,000 for the self-liquidating offer; 150.000 box-tops from old cus- tomers; 150.000 sales to new custo- mers. This is an indication of the importance of emotional associations in getting action from customers. In 1935. when this advertiser first went into daytime radio, he claimed seventh place in the industry for his product. He now claims first place with a sales increase of 1.100' , . But a "popular"' serial at one time spot mav not deliver even approxi- mately the same number of ears at a slightly different hour on the same network. A serial in a mid-afternoon slot on NBC had a Hooper of 3.2. preceded by a serial rating 3.5. When the serial was moved hack a half-hour the rating immediately jumped to 0.0. The preceding program rated 6.4. The time slot of the serial that moved back a half-hour was taken b\ the serial it had displaced. In the later period the serial's rating instantly .hopped from 6.4 to 2.4. The number of potential customers an\ commercial can reach, then, is influenced not only |.\ psychological factors, program availability (coverage and signal qual- it\ l. etc.. but also b) the time spot in which is involved also the problem of competing programs. Studies b\ A. C. Nielsen -bow cer- tain factors that bear upon the char- acteristics of people who are exposed Id -oap-opera commercials, lor ex- ample, sharpK differing storylines and characterizations of certain serials with approximately equal availability show as much as live point-" difference in groups classified In income, educa- tion, and place of residence. The more children in a Family, the better a serial i Please turn to page 47 1 SPONSOR ■••!•»• {Continued from page 14) recorders i inside the new cars while the) were being road-tested. WSAI, Cincinnati, is another station with advanced merchandis- ing ideas. In February, it launched a Training School for Food Retailers, the success of which was proved on 20-21 \pril when 1.200 meat and food retailers attended a demonstration ol the school's operations. Idea of the school was to instruct meat dealers in wavs to lower overhead through more ellicient cutting of meat, and the April demonstration had originally been planned onK for school members. The great number of advance inquiries, however, made it necessar\ to include all retail operations of Greater Cincin- nati and its surrounding communities. George K. Dressier, national secretar\ of the Retail Meat Dealers Association, on a special trip to Cincinnati to attend one of the school's sessions, told Robert M. Sampson, general manager of \\S\I. "It is a most enterprising and forward-looking program your station has established, and as far as I know, the only plan of its kind in the country. WSAI is definitely broadening the understanding and cooperation between advertisers and radio. ^ oui merchandising program has my enthusiastic support. Plans for similar training demonstrations for produce retailers are now being formulated by Harold L. Hand, director of mer- chandising at WSAI. p.s SeG: "The Peter Paul Formula" ISSUe: 3 January 1949 SUD|6Ct: How listener contests boost the sales curve for Peter Paul candy products The thrice-weekly newscasts sponsored by Peter Paul. Inc.. on some 150 stations throughout the country are productive of steady sales. However, the candj firm feels that one of radio's sampling devices, the listener contest, is needed periodically to add a large group of new users and to step up the buying rate among regular buyers of Mounds. Almond Joy, etc. Peter Paul has run these selective radio contests for years, in fact, almost from the start of its newscasting formula in 1937. Originally, these contests were a distribution boosting device, used about every six months in new markets to "force" sampling of the product after radio selling had done the groundwork. Today, Peter Paul has vir- tually obtained 1009? national distribution, and the contests, nearly always a complete-a-two-line-jingle type, are used annually to insure the steadiness of the upward movement of Peter Paul's sales curve. The latest Peter Paul contest cycle started about the first week of the current month (May) and will have a six-week run. Ever) Peter Paul newscast carries a plug for the contest, which offers $51,000 in prizes (15 $1,000 prizes: 15.000 boxes of 24-count Mounds or Almond Joy), during the time that the sampling device is being used. Peter Paul's research has shown that listeners prefer the two-line jingle contests to the 25-word letter type, and the com- pany has used the former exclusively. The candy firm feels, too. that listener contests of this type do not need supplementary promotion. Peter Paul's products are handled through jobbers, and what promotion is done consists of informing all the jobbers to anticipate an extra-heav) demand, and to talk it up among the dealers. Results are usually quick in coming. One good example of this can be found in last year's contest to promote Almond Joy. then a relatively new product, via Peter Paul newscasts on New Vuk- WOR. The contest was plugged on a total of six newscasts a week for a period of six weeks. At the close of the contest, Peter Paul's agency. Platt-Forbes, counted up the total. There were 100.1 Kill replies, and each one of them contained a cand\ wrapper. That Time-buyer Sure Stopped our Carl! A couple years back Carl was calling on a time-buyer in New York who had an office on the umpteenth floor of a certain building. Carl was giving the time-buyer The Good Word about the coverage WDSM had in the Duluth-Superior area, and how there were 280,000 folks in the Arrowhead Country, etc. This went on for some time, with Carl working up steam and breathing heavy-like through his nose. Finally the time-buyer takes Carl by the arm and says: "Look, I can see more people out this window than you have in the entire state of Minnesota." Well, sir, that unsold Carl on talking only about population fig- ures. There are many cities with more people than Duluth-Superior; and there are many stations with bigger wattage. But let's suppose that you have a product that isn't moving so well in our neck of the woods . . . then WDSM and WEVE fit your promo- tion picture . . . because WDSM blankets the Duluth-Superior mar- ket and WEVE (Eveleth) covers the Iron Range. GOOD NEWS! These 2 ABC outlets can be bought in combina- tion for the price of ONE Duluth station! We know that WDSM and WEVE are a good buy . . . but may- be you won't take our word for it . . . so why not see a Free 8s Peters man? He can talk convincingly and back it up with figures to boot! 6 JUNE 1949 43 Mr. Sponsor asks*.. Is there any TV program form that can (ill the place of radio's disk jockey?" A. E. Reynolds Vice-president in charge of sales The Barbasol Company, Indianapolis The Picked Panel answers Mr. Revnolds There's no place for the disk jockey in tele- vision. Hard words, yes — hut there are also -nine soft words to follow. While TV can be ruled out as a new field of conquest for radio's record boys, it will in the Ion- run. however, remove from the AM field big and costly network pro- grams which are the jock's strongest competitors. Once they're off. the record spinner will find it much easier to get and keep even bigger audiences than lie now has. There II always he a place for music on AM. but straight music on the video screen is usuallv deadly. Taking angle shots, training the camera on a trombone or on the rhythmic tapping of a drummer's toe, just has no \ isiial appeal. \s a matter of fact, shots like these put T\ hack at least five years. I f he * smart, the average disk jockrv will steer clear of television. He s reall) onl) a figment oi the imaginal ion, an illusion, maj be even a Make Believe Ballroom. \\ hen the camera hits him, the illusion is gone. Music is meant to be listened to, not looked at. Sight doesn't add to music — it detracts. On television a music show needs more than music. It needs action. How can a disk jockey supply visual action on TV? What will he do — keep running around the studio while the record is spinning? That'll get tiresome. The disk jockey, with his top ratings in radio, cant expect to slide over into TV doing the same thing and get those same ratings. It just isn't possible. Martin Block "Make Believe Ballroom" WNEW, New York It is my belief that there are several program formats h\ means of which the disk jockey will trans- fer from radio to the visual me- dium. Just as the disk jocke\. as of today, is in- dispensable to radio, so will he he to TV. The disk jockey is a peculiar de- velopment in the sense that he was needed before he appeared. That need was naturall) fulfilled, and the result of that fulfillment gradually evolved into the present-day jock who bettei than anyone else represents his station to the listening public. Is it not then reasonable to suppose that the same thing will occur in television? \ n < I isn i ii happening right now? Most of the present T\ executive thinking in regard to disk jocks seem- to surround completely the mechanical device which made the jock, and vice versa, namely : the record. Executive thought seems to exclude the jock's real stock-in-trade . . . his ability to ad lib, which is of paramount im- portance to TV. How fortunate for the record jockey that he has been thor- oughly trained to sell and entertain entirely ad lib. Is it possible that TV can pass by such a tremendously ef- fective business-getter? I think not. I don't believe that the TV jock will rely entirelv on records for his shows. Rather, he will use them spar- ingly and discriminated, introducing many different and diverse visual gim- micks in his shows. We have already seen some very successful jock shows on TV in New York and particularly in Chicago, if what I hear from that (enter is true. Whatever visual show the jock uses, it will be that which not only fits his own personality but also one that he can best use to sell to his viewing audience his sponsor's products. It may be a picture gimmick, lighting. acts, or anything else that comes to his mind. The disk jockey is a versatile and imaginative individual, and you can leave it to him to find that which will make him king-pin iii TV as he is now in radio. In other words, my belief is in the disk jockey as an in- dividual, an entertainer, a salesman. and as the perfect representative of television to audience, sponsor, and the all-important auditor in the front office. His program format is bound to he subservient to his personality. Stan Shaw Stan Shaw Productions \cu ) "/I. 44 SPONSOR There is a defi- nite place in tele- vision for the equivalent of ra- dio"-, disk jocke) . As those persons who have watched m \ television program know, we have utilized the technique of recorded music to simulate a "disk jockey" type of broadcast. Because television is essentially a sight medium, the mere playing of records and a few minutes of chatter between them will never go. The disk jockey will assume a new role in tele- vision. He will, of necessity, be versed in one or more of the following attributes: singing, acting, or dancing. The reason for this is that while a television performer can simulate the playing of a record much as the radio disk jockey, he must also be able either in words, through songs, or by dancing to interpret to the audience the meaning of the number being played. In addition to this, guest stars will be an important part of the television disk jockey's routine. These guest stars will have to do more than shake hands, say a few words and then listen to their own records; in television they will have to perform. It can be done successfully — but imagination and ingenuity will have to be used. Jack Kilty "Here's Jack Kilty" WNRT, New York Obviously, one cant just watch a picture of a fellow at a turn- table — and then watch a record while it spins for its customary 2V2-0" minutes. In that wa\ tele- \ ision would have no more to offer than radio (perhaps even less, because it would become awfulh dull right from record num- ber one 1 . Let me explain what we have done in transposing RequestfuUy Yours from radio to television. We have not attempted to put on a '"record show. " Records, while being retained for fy/etfdfosto TO A SPONSOR'S EAR . • • 8:00- 9:00 p.-"- 9:00- 9:30 P«". 9.3O-1 0:00 9-m- ,0:15-11 .00 p.«n. u. 00-ll-.30p.nl- for Chicago Title c. Treasury of M«* Loan for Chicago Feaero. The Deems Taylor Show ThC for Doicin Tablet* Music Laver* Hour for Goldenroa Ice <-• . • •• • • • WCFL- 50,000 watts and 1000 on the dial — offers the finest of music nightly. Sponsors in the tremendously important Chicago market find WCFL an ideal avenue of approach to the vast audience of music lovers. For information on joining this distinguished music family — and on WCFL rates, which mean lower costs per thousand listeners — get in touch with WCFL or your nearest Boiling Company representative. WCFL 50,000 watts • 1 000 on the dial The Voice of Labor 666 Lake Shore Drive, Chicago, III. Represented by the Boiling Company, Inc. An ABC Affiliate 6 JUNE 1949 45 SUPERIORITY COMPLEX Mj- husband, advertising manager of the Ding-Bat Company, used to be a nice fellow with just enough of an inferiority complex to make him easy to live with. Since he picked KXOK, sales have gone up so fast my husband thinks he's the smartest advertising manager in town. Now he has a superiority com- plex and he's positively obnoxious. Unhappy Wife Dear Unhappy Wife: Maybe KXOK should have the superiority complex instead of your husband. During March, 1949, KXOK was within share of audience striking distance of first place in St. Louis. Briefly, this means KXOK delivers more Hooper audi- ence per dollar than any other St. Louis network station. No wonder Ding-Bat products are going to town. When your husband checks KXOK's low-cost- per-Hooper point, KXOK's wide coverage, and KXOK's low-in-St. Louis rates, he'll be even cockier! KXOK, St. Louis 630 on the dial Basic ABC 5,000 Watts A "John Blair" station SPOT RADIO sells the millions that buy ASK REPRESENTING YOUR LEADING JOHN RADIO BLAIR STATIONS MAN JOHN BLAIR Offices In: Chicago, New York Detroit. SI Louis. Los Angeles Sen Francisco t COMPANY ask Jinn Hum & IV nhoul the Huns & STATIONS IN 3(11 ll>IOM> I AM WOOD-™ iv mi -tv First Stationsof Virginia reasons of identity, are secondary. Our program format consists of four parts. Firstly, a name guest — the most im- portant single ingredient. Of course, the relationship to a record program is further pointed up by restricting guests to the recording field. In addi- tion to a short, informal chit-chat, along the lines of our radio procedure, we then have a few in-person songs from our guest — definitely the high point of the program. The second ingredient is a boy-girl singing team. Again the transition from radio was intact. We used the same team who built quite a following with their Hroadwayites show on WAAT. Taking our cue from radio give- away shows, we used a visual picture- guessing contest ('"Missing Faces Con- test"), and made a tie-up with a local appliance distributor who put up the customary array of washing machines, wire recorders, ironers. etc. And last but not least — the "rec- ords." I put the word in quotes be- cause we have actually made a play on the word by using, not records, but the Soundies of pre-war fame. We go through the motions of play- ing records. The title slides are super- imposed against a background of a spinning record. When we reach that part of the program which calls for the playing of a record, we pick up a typical record, and refer to it as a "television-type record — which enables you to see as well as hear your favor- ite artists playing and singing your favorite tunes." The moment the turntable starts revolving, the projec- tion room starts the Soundie, and as the camera shows the record-spinning close-up. the listener hears the sound track. Then there's a slow dissolve from the record into the film. As the Soundie reaches the last few bars of the song, the procedure is reversed, and we dissolve back to the spinning record. As the number ends, the tele- vision audience sees my hand lift the tone arm from the record, and I pro- ceed with m\ "disk jockey" patter. The effect has been very well received. In fact, I'm the constant recipient of letters wanting to know where these "television-type records" can be gotten ! Is this the answer to the "disk jockev in television"" problem? I guess onl) time alone will tell. Paul Brenner "Requestfutty Yours" WAAT. Newark N.J.* * * 46 SPONSOR DAYTIME SERIALS [Continued from page 42 » lend- tu rale according to Nielsen. Just as then' are rigid limitations on the possibilities for experimenting w it h time and oilier factors in present- ing a daytime serial, there aren't many spots within the show where i.'s pra ti. cal to insert the commercial. Never- theless, experiments by McCann-Erick- SOtl and others have shown that the position of the commercial within the program can affect the listener s feel- ing of approval or disapproval. A Program Analyzer test hv the CHS Research Department on place rnent of a commercial in a seria! showed a favorable score ol 19, when the commercial was moved to th middle, over a score of se\en for the same commercial used in the opening Liking for the dramatic portion of the program was virtually the same, ir respective of the use of the commercia1 at opening or middle position. Differ ence in ratings for the coimi crci d i' the two positions tested was further emphasized because the tr rid of list ener reactions during the commerciil was much more violent!) downward when the commercial started the pro 81238 DO WORTH OF PROMOTION FK£§ to WSYR and NBC Advertisers in 1948 That's what the bill would total at regular rates for WSYR's program promotion last year in Daily Newspaper Advertising Spot Announcements Station-Break Tag Lines Window Displays Mailings to Dealers Preparation of Publicity Outdoor Displays ACUSE 570 kc-5000 watts NBC Affiliate in Central New York llattlc) -Heed. Siitivnul Representatives gram. It should he pointed out that both the type of commercial and na- ture of the stor) are factors influenc- ing the listener's reaction to different placement of commercials within a program. The idea of correlating commercials with the serial st<>r\ proper so as to attain an overall unit) of effect is sound, according to Horace Schwerin of the Schwerin Research Corp.. who has tested numerous episodes and then commercials. The problem obviousl) is not simple. The amount id narra- tion used to summarize the stor) be- fore starting the new episode, emphasis of one stor) element at the expense of another — numerous such factors ma) radically affect the listener's liking for tin- story. This affects liking for the commercial, and that affects remem- bering the commercial. Since liking both stoi \ and com- mercial is fundamentall) a matter of emotions, sa) Vttitudes, Inc.. psycholo- gists, win not tie commercials to the same emotions that keep listeners com ing hack for more? * * * If You Sell GROCERIES IN CHICAGO \j[ou need WAIT's GROCERY- STOREC AST The Only Radio Consumer + PoinJ of SaSe Promotion of its kind in America HERE'S WHAT IT OFFERS YOU! A daily half-hour food show over WAIT that reaches into the homes of America's second largest market that drives buyers into 460 National Tea Stores. (2) All-day Storecast in 100 National Tea Supermarkets to force sales at point of purchace. PLUS — complete merchandising, display-checking, and sales-reporti-.g service on 100 stores delivered to you every two weeks. A PROVEN SUCCESS! Get details NOW! Siorecast is available fo all supermarkets In the center of the dial CHICAGO WIND WMAQ WGN WBBM WAIT WL5 WENP WCFL WJJD WSBC WGES 560 670 720 780 820 890 1000 1160 1240 1390 5000 WATTS WAIT 360 No. Mich. Ave. Chicago 1. ILL. REPRESENTED BY: RADIO REPRESENTATIVES. INC. 6 JUNE 1949 47 ME.VK HATS AIIO ACCESSORIES SPONSOR: John David, Inc. VGENCY: Grey i VPSUL1 i ASE HISTORY: Disne} Hat Company has been using a l\ network newsreel to advertise its line of men's hats, and ha- been strengthening name identific- ation through a distinctive trademark at the program - beginning and end. Retailers in each city to which the shovt is beamed have been encouraged to tie in with local announcements following the program. During three months last winter, with a general decline in hat sales, John David, New York dealer, upped its Disney sales V>' i via such tie-ins. WNBT, New York PROGRAM: Announcements SPONSOR: B. F. Goodrich Co. AGENCY: Placed direct CAPSULE* \SK HISTORY: Vfter three telecasts of the Salt Lake City Goodrich store's "Sports Window." store manager reported TV's al>ilit\ to sell all kinds of auto- motive and household goods at "an unprecedented rate." Following item demonstrations on first three shows, stock of auto trouble lights was 100% cleaned out by 11 a.m. of morning after the initial telecast, alarm clock radios were 100' < sold out 1>\ mid-afternoon after second show. and dashboard Kleenex holders were 80% gone within 24 hours of the third program. KDYL. Salt Lake City PROGRAM: 'Sports Window" TV results iaji.'iL. DEPARTMENT STORE CHILDREN'S SHOES SPONSOR: Tots N Teens Shoes AGENCY: Placed direct CAPSULE CASE HISTORY: On this shoe-store sponsor's first telecast of a weekly five-minute series, "Tots N Teens Television Birthdav Party.'' an offer of a gift was made to each child who came into the store during the following week and mentioned seeing the program. In addition, the opportunity to appear on the show in succeeding weeks was offered to the children. One hundred and three kids responded, with a return for the sponsor of at least 10% in direct sales of children's shoes to accompanying parents. WICU. Erie. Pa. PROGRAM: "Birthday Party" CANDY BARS SPONSOR: W. T. Grant AGENCY: Placed direct I \I'M IK CASE HISTORY: Grant sponsors a weekly 20- minute I \ program, and recently, to test video's selling power on high-unit-cost merchandising, displayed a refri- gerator during a one-minute commercial. Used once dur- ing onl) one program, commercial consisted of focusing the camera on the refrigerator while the announcer pointed out its various features. Within two days, four refrigerator^- representing SI. 156 in sales — were sold to customers who referred to the TV-displayed model and asked to >cc thai one first. WICU, Erie, Pa. PROGR \M: "Dude Ranch Party" i i:ri:visio\ sets SPONSOR: Mason Candy Co. AGENCY: Moore & Hamm CAPSULE CASE HISTORY: To introduce a new coconut candy bar in the New York market. Mason sponsored a quarter-hour segment of "Howdy Doody" for a 13-week period. Offer was made on the program of a lariat for every two wrappers of the candy received. During the 13 weeks 1211.000 wrappers were sent in, and the num- ber of New York dealers carrying the bar rose from a handful to 9.V , of all metropolitan candy retailers. Out- lets asked Mason to handle the candy, because of the numerous requests for it from kids. WNBT. New York PROGRAM "llowd\ D ly" HEM* WANTED SPONSOR : Television Co. of Md. ^GENCi : Dun, lo„ cV Rosenbush l VPS1 ii ( W. HISTORY: Milton Rabovsky, of the Tele- vision Companj ol Maryland, reports 1 1 i - firm's success- ful use of TV as follow-: "We firmlj believe thai the growth ol our company has been materiall) assisted b\ thi advertising we carrj on WMAR-TV. Results have been amazing . . . as high as eighl customers in one daj as the results ol a single announcement carried on ihi1- station is just one ol pleasant experiences. I < - 1 « - vision advertising has definitel) sold television sets Eoi ii- since w<- began using the medium." WMAR-TV, Baltimore, Md. PROGRAM: Announcements SPONSOR: Com Exchange Rank M.I \< A : Placed dire< I CAPSULE CASE HISTORY: Corn Exchange Hank of Philadelphia sponsors a T\ show called "Open House which hosts different guests weekly. Recently, a repre- sentative of the Bechtel International Corporation talked on the -how about the difficult] his firm was having in finding skilled craftsmen to help in the construction of ;i pipe line in Saudi Arabia, due to the intense heal of the locale and the necessit) to sign up for a year-and-a- half. Within two days after the -how. 21!! artisans had applied for the job. WIT/. Philadelphia PROGRAM: "Open House" WKY-TV Studio on Wheels . a completely equipped mobile unit. Ol** Xl* *tA t»o» M LLT-tY f JMM 740iir0*t* ?£& There's new magic in the heart of the Southwest! It's television over WKY-TV . . . opening a bright new market for TV advertisers, right in the middle of the great Southwest where business is best. And it's hitting the market with unprecedented impact! And no wonder! Because WKY-TV has its taproots in the popularity gained from WKY's 25 years of AM broadcasting. It enters the market with the super sales power that only the call letters "WKY" can give a station down here. This means that when you "buy" WKY-TV, you get more than a picture on the kinescope. You get WKY's prestige and acceptance behind every television message. A quick call to your local Katz representative will repay you with information about the few availabilities still open. THE WORLD'S TALLEST TELEVISION ANTENNA . . Built on top of the WKY-AM radio tower . . . 966 feet above the ground. TRANSMITTER ^quipped to handl< all WKY-TV \t,\ and FA.A broadcasts OWNED AND OPERATED BY THE OKLAHOMA PUBLISHING CO. WKY, Oklahoma City* The Daily Oklahoman • Oklahoma City Times • The Farmer Stockman REPRESENTED BY THE KATZ AGENCY, INC. WKY QQ CHANNEL 4 • OKLAHOMA Sponsored programs on NBC Television are viewed in nearly twice as many major markets as those on any other network.* * Averages from April Rorabaugh Report jf§ T ■Rl wzomZi ■ * ■ ■ 1 *.»*« SUNDAY MONDAY pm TUESDAY WEDNESDAY THURSDAY pm FRIDAY SATURDAY M**J Mr IB j iuiiiuiii IIDI ■1 -4- 4:15 4:30 4:45 -5- 5:15 5:30 5:45 -B- 6:15 6:30 6:45 -7- 7:15 7:30 7:45 -B- 8:15 8:30 8:45 -S- 9:15 9:30 9:45 -ID- 10:15 10:30 10:45 11- HDI IDS UU Ilium MDl HH 1 ids uumont IIBL ■i ^ East ...' i cr June 1949 •%„ =r 5:15 5:30 5:45 -B- 6:15 6:30 6:45 -7- 7:15 7:30 7:45 -B- 8:15 8:30 8:45 -9- 9:15 9:30 9:45 -ID- ioms 10:30 10:45 -11- "E sr si? asp ar W»£« SPONSORS fajm JlL *«- a- H-nr* u»K. *a- Br ■ Sr .... ■ \ ii:: tr-* I p H0.d,0«d, "■£■* Hwrd, 0:„ :'.:i'.; ■kSw OUvnslhh Ka; M=*-^ C-p.. ££S 'rr -5- °F" Si- IT Spo|li,M » T J«tE»» ""gf W CS;. • .. ascs *&., i«M JL JEL,. .*£, £5" $<.. icr... ■ Gejr™, ,:,-; Ad«..'.'l*C«p ig °cr- H™lo-, *£* ^.. If PROGRAMS ..E- G.^ Fowl. £ W«'' "TO" SK SC-."' ■a? «g. IV. ttf wj ££2,* ,£. jr : Nn£Ji*' "77" F-«i SL Crptll hi %„ F»j* It G.««*Cta WUMwl B%„ 3lN a. *■„. ■&* Jl k«."*». wrsr ir %„, "'i£:-L £, & °'-" I|. »SL KB i-:. •' ■ i^r< t r«H "|T ^r H" £", SN ■.& ,SL .,&- w Is ^ -a.- 5 5 63.H. 3? £Zn '"^'1' fV^O*".', ■M -~- t*^ =2£j£ „.„_ „.„„, 3 ,...r SUNDAY MONDAY nn TUESDAY WEDNESDAY THURSDAY pin FRIDAY SATURDAY __— ^ r^B BBt IBS Duinant BB( HBI CBS DumantHBI "" BBt CBS Dumam RBI | RBI (BS Dumant MI | MI (BS Dumont BBC "" HBI CBS numont n.BI | BBC CBS Dumant BBt 1 £ — «*- 4:15 4:30 4:45 -5- 5:15 5:30 5:45 -B- 4:15 4:30 4:45 1 J|L -;•-•" «_**-, -.j.^. „„t.r, "":'.'; '■ ^ midwest H..*D«dT «igw, "••;:.:•* Mo'tF.^ June 1949 "fir S~lf^ TKK? i"^ — a - 5:15 5:30 5:45 SF SPONSORS W« 3£ ,.,,P l«*,Kp w.. li Ah. l^?" lot.i F.b-.c. Sv '-00 p «. WIM,.,I S. 9 00pm i:9*l«-S»«t«J TV »30pir. to~.fd.Mn. F 1:00 pm. ln.tal.Mr4n F 1:00 cm Cud. Dry S. 4O0p\Z Cm)*T So IMpm O.-b, F—d. Sv .)![-. Fwd Dubm M 100 pm, Fo.d Mots. M l-COpjr, 6.W..I BkItx S. 1:00 p.m. G.w.l F*«d. Sv 74 p - 'I- M ■ .1 " »'m MWF i ! 0 p ... 1 F. f>«^™l 1. MC pm ».»iio9fl *" nop> J*. Lm M 5 JO p.m U„,.A,IUta«» M • «(.« ».| 1 .d. TV US pJK «i.»p. F.dlM W SJOp-m. » J. RitmUi M-f tMpm Wntirvghow a«h« W '00 c- -t:;~' °fcS' »sr °i'.S'' a oiT&Jj £1 _S£- 6:15 6:30 0:45 -7- 7:15 7:30 ,7:45 -B- 8:15 Sport. ■f5- »ts- wa- ..;-„ b 6:15 S' ••— •45- r- «« »Hc ";;.- OUvneM. i C'L":-' 6:45 -7- 7:15 CtSN.« as -l-r- OIH-d, CH ,^r ■^v CWtM -r-" IT =ss- ': "d"."*- 3T tr isss sS; 3E JfKX "•v-V"" ai£i- Adm^'cp S '•"•. •:=;• £S" £ra „.£« BH"1 £ sis "!KJ°' sw- sjx. 7:45 -8- 8:15 8:30 8:45 -3- 9:15 9:30 9:45 -10- 10:15 10:30 10:45 -11- ■sa- -ar C*K~ # t ?"„,?■«. as ««. f~ s£± f§: •E^ it JE1. 3 PROGRAMS o—Ti t»d TVwtn G.» fled, HE 8:45 -9- 9:15 9:30 9:45 °':" s 4? ±, .^™ K fc,-0. SS«. #r ■s.:,c « Avlko. MHt, Oltw. Sv J^JOp™ K,.lo-$h.. TV 1 JOp.m t'..\ th. t*.l f IDCpn Cm^N.-.C. M-F 6Mp- KnPo.rU M*H( F llOpjl GeWb..,. " M I JO pZ L.mbi G.JLl fc" 100 p" N»C N« S. f JO p-» Co. An.ltv.Hov Sv t-OOpm l*nnf Rub" F 1-00 pm S.-o.«lL.d, S, SJOp.n, Sm.(lF^CK.b M-F SflOp.m. Svp.- Oroa h i-DOpn TV™ «l p-ni l,»«.„',rkp.t., I„ ItOp.. F..d Wv.na. Sv lOOp.m. -SiZ. ££ sax ..e-. -Sf. S ta a Sft ~H" - |U - 10:15 10:30 10:45 J . - I o* SVe- Tim* ( »:.: 1 CB>V&>l H NBC Television. ..America's No. 1 Network TELEVISION'S LARGEST TELEVISION'S LARGEST TELEVISION'S LARGEST AVERAGE AUDIENCE- NUMBER OF NUMBER OF DAY AND NIGHT* NETWORK ADVERTISERS SPONSORED HOURS *TV Hooperatings— May You've seen this, or something else "unfortunate," on too many live TV shows. It simply couldn't happen if the show were on 16-mm film. JfilWlv £^^ Toward the end of 1947, the ff m Pioneer Scientific Corpora- f^Pr tion, a New York firm li- censed by the Polaroid Corporation to make and sell various gadgets from Polaroid film, was eyeing the fast- growing market in TV appliances. Experiments showed Pioneer that a sheet of Polaroid film placed over the viewing end of the direct-view tubes in TV sets reduced the glare factor tremendously. Overnight, Pioneer had a new product to sell, this time to TV- set owners. A new product, however, even one with a solid market potential, was not enough. It had to be packaged, dis- tribution had to be set up, ad cam- paigns had to be planned. Pioneer had a long way to go. For one thing, there was the prob- lem of designing the filters so that they would fit easily onto any standard make of TV set. Polaroid film is fair- ly expensive — about $12 a square foot — and there were at least 60 different types of TV sets on the market with many sizes and shapes of screens. No dealer could be expected to stock <>(• different sizes of filters in his store. Pioneer turned the problem over to Cayton, Inc. (the Pioneer ad agency I and to Korda Associates, a New York package-designing firm. The problem 57 Now Add ROCHESTER, N. Y. to your TV list And please note that Television's first appearance in this populous, prosperous Western New York market is credited to the same company that pioneered radio here, twenty-seven years ago. • Channel: number 6 • Power: 16.7 k.w. visual, 8.6 k.w. aural • Antenna: 497 ft. above average terrain • Service area: coincides with Roch- ester, N. Y., retail trading area • Telecasting begins June 11th, 1949 with both local & network programs WHAM-TV ROCHESTER RADIO CITY "The Stromberg -Carlson Station" BASIC N.B.C. AFFILIATE Geo. P. Hollingbery Co.- NATL REP. POLAROID I ( ontimied from pti^e 57 I was finally solved l>\ a rather unique job of packaging. Polaroid TV filters are made of a sheet of Polaroid film, a sort of plastic sandwich with a layer ol polarizing material in the center that acts like a Venetian Mind in cut- ting down glare l>\ '"polarizing" light passing through it. It can be cut and trimmed easil) with a pair of scissors. With this in mind, the package design- ers suggested making onlj five sizes "I filters l according to basic tube size) and putting them up in onl\ two sizes of boxes. To get around the problem of 60 different TV-set models, a heavy paper folder was designed to hold the filter, and on the folder was printed a multiple "template" pattern of screen frames for various types of sets. All the customer had to do was to detei mine the correct size for his particular set, cut his filter out like a dress pat- tern, and stick it on his set with little adhesive disks. A cover for the box, Miggestinjj ihe product in use. showed clearly to what purpose the contents would he put. With the product packaged for eas) dealer acceptance, Pioneer was read) to spring it on the public. On 7 March 1948, the first TV advertising for Polaroid filters went on the air on two New York stations. WCBS-TV and WABD. The Polaroid TV filter storj was told via straight-selling, one-min- ute TV film spots. New York's R. H. Macy & Company, to which Pioneer had given a first-week "exclusive,' on the filters, ran large Sunday ads in The New York Times which hacked up the visual films with more art and copy plugging the filters. The Pioneer TV films, which could be handled as open-end announcements during the lasl ten seconds, plugged \lae\"s as the place to buj the new product. The store was literally mobbed with custo- mers for the Polaroid filters and sold more than 1,000 of lliem I at an aver- age price of $10 each for ten-inch screens i during the first few days. With this as a working base, Pio- neer began to expand the distribution foi the filters, \houi !!()' , of the com- pany's output i> sold to jobbers and the remainder to dealers, hut the deal- ers ha ""d °v,r . _i -Aver- z: - -sirs proau... «r ••rV,te§ : 9 A RECORD MADE ALL THE MORE REMARKABLE BY THE FACT THAT WOIC HAS BEEN TELECASTING FOR LESS THAN SIX MONTHS! &'•:■ CBS -MBS Television Networks CHANNEL 9, WASHINGTON, D. C. with a proposition: if a dealer bought a certain amount of TV filters from Pioneer, he would get a tie-in mention in the schedule of film spots, which had been broadened to five a week on WCBS-TV and WABD. The dealers went for it. and stocked up. This gave Pioneer's new product a close link with these well-established dealers, and paved the way for a good deal of in- tensive co-op advertising that followed. At all times. Pioneer and the Cayton agency worked hard to make every tie-in ad or piece of promotion in kr\ with the basic ad pitch for the appear- ance of the product. For the first month, Pioneer con- centrated on building up its New York distribution according to this formula of TV films with dealer tie-ins and heavy dealer promotions. By the end of the 30-day period, sales were hitting an average of around 750 filters a week, and Pioneer was ready to ex- pand. Bruno-New "York, a major RCA distributor, got wind of the new product and came to Pioneer with a contract. Bruno proved to be the key | to many important RCA dealers in all parts of the country. Pioneer lined up other major distributors, such as Ray- mond Rosen in Philadelphia. D. & H. Distributing in Baltimore. Southern Wholesalers in Washington. [).(]., and RCA-Victor Distributing in Chicago. As each distributor was opened up, Pioneer obtained a list of the TV dealers he was servicing, then sent out a "Sales-Maker Kit7' that told the whole Pioneer story, showed how the product could be used, and gave hints on how best to promote it, merchan- dise it, and profit from it. As soon as the "Sales-Maker Kit" had been sent to each dealer, Pioneer started placing the TV film spots in the area, and followed that up with the "bonus mention" idea to dealers who bought a certain amount of the filters. In this manner, distribution has been expanded to all major TV markets in the country, and today Pio- neer's one-minute films are scanned (average frequency: twice weekly in small markets, four-to-five times week- ly in large markets) in 37 TV areas. Pioneer's TV films cost about $5,000 a week in time and production charges. These films, made with much visual know-how, were filmed b\ New York's Loucks Si Norling, a commercial film maker. Pioneer graduated to TV program- ing in the summer of l^lH. about four months after the Polaroid TV filter COSTUMES for TELEVISION! NOW - Rent COSTUMES . . . for your Television Showi! . . . Technically Correct! . . . over 100.000 in stock! from Broadway's Famous Costumer. The same speedy service enjoyed by NBC, ABC, CBS-TV, WABD, WPIX and Major Broadway Pro- ductions! If outside NYC, wire or oirmail your require- ments; 24-hour service when desired! EAVES COSTUME COMPANY Eaves Building 151 WEST 46th ST. NEW YORK 19, N. Y. Established 1870 Off/CE 41 E. SOth ST. STUDIOS 510 W. 57th ST. NEW YORK IIHJIHIlHIil MURRAY Hill e.u*i 60 SPONSOR had been on the market. The show was NBC's network package. Howdy Doody, which looked attractive to Pio- neer because of its high rating and its low cost. Howdy Doody did won- ders for Polaroid's sales, and boosted business in New York, wrhere Howdy- was being scanned for Pioneer, as much as 40' i over the previous totals. Since Polaroid TV filters are not re- peat-sale items. Pioneer felt that the audience potential would be prettv well used up after the first 13 weeks, and before the Howdy Doody cycle was completed ( it nad been thoroughly merchandised to dealers, with good results). Pioneer was already going after an entirely different audience with the Dennis James Wrestling Matches on New York's WABD. Pio- neer felt that the high sales pace could be maintained by switching to a new approach, and results proved the validity of the thinking. After four shows with Dennis James. Pioneer's sales jumped 75% on the Polaroid TV filters in the New York area — reaching a new peak. It was about this time, too. that Pio- neer began to see real results in the selective TV film-spot campaign run- ning concurrently with the programing in New York. In mid-October, Pio- neer used a film announcement on WBEN-TV, Buffalo, to introduce the filters in that area. Buffalo's National Television Company was identified as the retail outlet in the open-end tie-in. Sales began immediately, and a day or so later the retail dealer repeated the announcement at his own expense. As a result. National sold 75 filters at prices ranging from $10 to $20, and also sold ten TV lenses (of another make) to persons buying filters in the store. Polaroid filters are not being sold via TV programing, as sponsor goes to press. Pioneer's most recent show. Masters of Magic, recently finished a 13-week run on a five-station Eastern loop of the CBS-TV network (plus film-recorded versions in two more markets) that began in mid-February of this year. As usual, the reason for its being dropped was Pioneer's feel- ing that its ability to keep Polaroid TV filters in their present slot as the fastest-selling accessory in the TV field was beginning to diminish toward the end of the 13-week cycle. The TV emphasis of Pioneer has swung back again (for the summer months of 1919, at any rate I to selling by selective TV- film announcements, with that cam- paign broadened and the frequency stepped up. The $3,000 a week that Pioneer was spending I time and tal- ent) for Masters of Magic is now sup- plementing the $2,000 previously spent in selective TV advertising. At this rate. Pioneer expects to spend around $250,000 in TV during 1010. repre- senting about 90' I of the total Pioneer budget. The accessory-making firm figures on returning to TV network programing this fall, either with Mas- ters of Magic (if it hasn't been sold again in the meantime) or something fairly close to it. By that time Pioneer figures that the whole audience pic- ture will have changed so rapidlv. due to expected summertime sales of TV sets, that there will be a fresh audience to work on. Currently, be- sides the seleetive I \ film-. Pioneer is spending its ad dollars in coop news- paper advertising designed to back- stop the TV films, and in promotional mailings, counter displays, and trade advertising. The growth of Pioneer sales via steady selective TV-film advertising, and by short-term TV programing, has created a good deal of interest in o o o Television Performing Rights The BMI license with television stations covers all performances both live and mechanical and whether by means of records, transcriptions, or film sound- track. It provides for the performance of BMI-licensed compositions without special clearance headaches. The catalog of music licensed by BMI contains over one hundred thousand copyrighted titles ranging from folk music and be-bop to classical. BMI offers to television film producers all the in- formation and help they need in obtaining the right to record music on films from individual copyright proprietors. BMI's television Service Department is headquarters for complete information on performing and other rights in the music of BMI, AMP, and the hundreds of publishers affiliated with BMI. For Music On TV Consult BMI Television Service Broadcast Music, Inc. 580 Fifth Avenue New York 19, N. Y. PL 7-1800 6 JUNE 1949 61 the rV-accessor) business. Mam ad- vertisers, especially those entering the field in the la~t few months, have followed the pattern set h\ the film- announcement operation of Pioneer. some with excellent results. \o( a lew manufacturers of I \ aci essories, and to some extent the dealers also. have based their T\ campaigns on methods that are a [rank imitation of those ol Pioneer in an attempt to catch up with Pioi r's sales in the TV- ,i' i essoi \ business. Pioneer, now leading the field, is looking for new worlds to conquer. Since the licensing deal with the Polar- oid Corporation is an exclusive one. the filter market is prettv much all Pioneers. \ handful of other firms are advertising T\ filters via -elective announcements on the visual air. such as tin- E.L. Cournand Company for its "Walco" filters on WBAP-TV, Dallas, and the Celomat Corporation for its T\ filler- on WABD, New York. But Pioneer feels that these firms will have a long haul to catch up with the sales curve for (he Polaroid T\ filters. Pioneer watches closely the develop- ment ol a new T\ market. When the set total goes up to 3.000 in the area lusuallv a matter of a couple of month- 1. Pioneer moves in with its series of three straight-selling T\ -film spots. The company then begins its promotional routine to dealers via the distributor, and sales jump again. Todav. something like 250,000 set owners out of a nationwide total of 1.700.000 have Polaroid filters on their sets. Since 63$ of them are ten-inch ($10 1 and 22', are 12-inch ($12.50), this represents some $2,- 250,000 in retail sales from the time of the products introduction. If pres- ent sales levels continue — and Pioneer led- confident that through aggressive merchandising of its T\ advertising the) w ill — the firm ma\ come close to doubling it> 19 !<• annual sales figure of $559,213. What Pioneer has done to promote the sale of its Polaroid TV filters keeping the advertising flexible enough to grab an audience, then working it hard to boost sales, and eventually moving on to a new audience — is a formula which can be, and is being, adapted to the selling of TV acces- sories. It's one which, for the time be- ing, virtually insures success. * * * TELL! SELL! The WLOS Market Whose Busy Center Is ASHEVILLE MOUNTAIN MIKE'' and whose reach embraces over a million folk in 25 North Carolina-South Caro- lina Tennessee counties. Retail Sales: $606,991,000 Primary and Secondary listening Areas (Sales Management Estimate for 1948) Radio Homes 1945 BMB 178,410 Contact Toy/or Borroff for Full Market Focfj AM — FM 5,000 Watts Doy— 1.000 Niqht — 1380 Kc ASHEVILLE, N. C. 67 SPONSOR CONTI (Continued from page 31) singers like Buddy Clark doin» guest shots. Another attempt on the program to reaeh a wider mass audience is the addition of Sheila Graham. Molly wood movie columnist, in a five-minute spot, interviewing film stars. The firm's onl) venture into any- thing resembling a give-away occurred during 1946-47 on Treasure Hour, when a contest was held wherein listen- ers were asked to identify the classical composition from which a particular popular song was stolen — or, as the program delicately put it, "derived." Winners were given a three-day visit, with all the trimmings, to New York. The stunt garnered considerable pub- licity in local newspapers in the win- ners' home towns, and even got a nationwide break when an 11 -year-old winner made the trip and also a spread in a national picture magazine. Conti's operation is essentially un- complicated. It operates only one plant (in New York) and warehouses in Chicago and on the West Coast. Its national distribution is through normal wholesale and retail channels. with normal point-of-sale advertising in department, drug stores, etc. Be- sides the soap-and-shampoo items, Conti also makes an olive oil, baby oil. and baby powder. All five products have been air-advertised to a slight extent on one or two women's partici- pating programs and through an- nouncements, but Conti's use of selec- tive radio has been negligible. Conti presents a perfect picture of a small I in relation to concerns like P&G. Lever, C-P-P. etc.) soap com- pany which has lifted itself by its boot- straps into national prominence, with- out capital investment and in the face of great competition. When it ''dis- covered" radio, it kept the form its air advertising took consistent with the product it was selling. Conti be- lieves that the public wants good sound entertainment, and that better product identification results from that sort of broadcasting. It has taken advantage of its program's commercials ( as well as copy in magazine ads) to do a sell- ing job not only on a brand name, but also on why that brand name should be asked for. It has paid off. Conti is still a com- paratively small company, but its castile products are nationally known and solidly established. * * * 6 JUNE 1949 Yes KFYR 550 KC 5000 WATTS NBC AFFILIATE BISMARCK. NO. DAKOTA comes in loud and clear in a larger area than any other station in the U. S. A/ (§> ^ FIRST IN THE DAVENPORT, ROCK ISLAND, MOLINE, EAST MOLINE AM 5,000 W 1420 Kc. FM 47 Kw. 103.7 Mc. TV C.P. 22.9 Kw. visual and aural, Channel Basic Affiliate of NBC, the No. 1 Network The November 1948 Conlon Sur- vey shows WOC First in the Quad- Cities in 60 percent of Monday through Friday quarter-hour periods. WOC's dominance among Quad-Cities stations brings sales re- sults in the richest industrial market between Chicago and Omaha . . . Minneapolis and St. Louis. Com- plete program duplication on WOC- FM gives advertisers bonus service. Col. B. J. Palmer, President Ernest Sanders, Manager DAVENPORT, IOWA V FREE & PETERS, INC., National Representatives 63 ■ ...//at local station cost See your station representative or write , LMG-WORTH ,1 feature programs, inc. 113 W. 57th ST., NEW rORK 19, N. Y. I :()() p.m. station break was scheduled. On the last day of January. 1949. SEZ went on the air for the first time. Although SEZ production didn't really start until mid-February, the commercials on the KMHL weather strip and announcement schedule plugged the versatility of SEZ as a table syrup for pancakes, waffles, bak- ing, as a topping for ice cream, or an) - where that a syrup was needed. Lis- teners were told to ask their grocers for SEZ. and if he didn't have it, he could get it from the SEZ firm at Red- wood Falls. The campaign pulled from the mo- ment it started. Farm listeners were intrigued and asked their grocers, who in turn put the pressure on their wholesalers. Some grocers, as the de- mand for a product they had never heard of began to pile up, called the station and demanded angrily: "What's the matter with you people? . . . ad- vertising something they haven't even started making!'" Seining began making SEZ in earnest on 18 February. Three days later. SEZ started on a similar sched- ule on KMHL's sister station in Will- mar, KWLM. jointly-owned l>\ veteran Minnesota radio man Harry Linder. SEZ began to snowball along like the recent unlamented Pyramid Clubs. Distribution was through small local jobbers and by direct grocer pick-up at the Redwood Falls plant. Even the weather was working to SEZ s advantage. The temperature in late January. 1949. for Marshall and surrounding communities went up and down like an account executive's blood pressure. On 7 January the mercury was standing at Id decrees. On 22 January it took a dive down to 2(> degrees below zero. Throughout the month, the extreme variation in tem- perature was 72 degrees. In early February, the men in \ na> II below: a couple of weeks later it shot up to 1.") degrees. In March, the same sort of up-and-down variations, accom- panied by howling blizzards and a mass suspension of school-bus opera- tions kept farm listeners glued to their radios as their major source of vital weather information. Listening to SEZ weathercasts was a "must." and the high listening paid off in growing sales for the new product. During the first full month of SEZ production, which started about mid- Februarv. the cost of the SEZ sched- ule on K.MI1L was $56.70 per week. On KWLM. also in the center of a primarily agricultural area, the cost was $43.68 weekly. Total expenditure for the initial month was slightly over $400. Wholesale figures for SEZ dur- ing this period totalled $4,400. Con- sidering the advertising for the first month as an investment, the return was ten times. or l.ctKl',. of Un- original. Of course, Sebring had a certain amount of normal overhead in his business, but even with all oper- WANNA MAKE A SPLASH IN CANOE (Ky)? a sales ripple 1 ■*£«* h (olk9 .hip. there ,«st am t therc«o make a « d. In Kentucky, JM Ue Trttd.ng Area. * £ * \ which hai the sively to tins Are a cn. Stale's nu»sl l»P , buBmeM, tration of Peopl Ulivinp Income So bow »^»;^can do- iri«h<..*« < °""r' bA SPONSOR ating expenses deducted from this gross take, SEZ was a solid money- maker after the fir-t month. Delighted at what selective farm-market radio had done for his product. Sebring sat down and wrote to station manager Frayseth of KMHL: ". . . The successful public accep- tance of SEZ in your markets has cer- tainly proved to me that radio is the most influential form of advertising. Now that the initial test campaign has been completed, we want you to work out an advertising schedule for us which will keep SEZ syrup foremost in the minds of the grocery trade and its customers. "As our new business expands, we are going to continue the same plan of radio introduction and radio follow- up in other markets. We are trying to develop a healthy growth, expand- ing to one or two markets at a time, so that our manufacturing and dis- tribution plans can keep a steady for- ward pace." Sebring did continue the same plan, spending always at least 90' '< of the growing SEZ ad budget I the rest went The Swing-- J -is toWBB in Kansas City chiefly for store displays and radio- based promotions I in other farm mar- ket- like Vustin, Fairmont. Worthing- ton. and Faribault in Minnesota. He also moved into urban Minneapolis, and across the state line into Aber- deen, South Dakota. In each case the method was the same — the product was introduced via radio, picking programs and announcement slots that had a proved record of high listening. Then. SEZ -alesmen I Sebring is con- stantly adding to his growing staff i followed up the radio to grocers and wholesalers. Distribution has also been started, via leading food brokers of the Midwest, in Illinois, Nebraska. Wisconsin, and both Dakota*. SEZ has grown out of its short pants in the few months that have passed since the product was first placed on the market. Sebring, his eye on na- tional distribution, has an agency now (Western Advertising of Chicago). The original label, a hurry-up job. is being redesigned, and major adver- tising plans are in the works. Much of the new advertising will feature Grandma Sebring and her original corn-cob syrup. But back of the con- tinuing growth of SEZ will be Art Sebring. a man who had faith in an idea and radio's ability to sell it.« * * ,000 WATTS IN KANS4 nm 2 ■VTUAl HITWOII • no (UOCTCUt • J.OOO «ini MI«KT PUERTO RICO I Continued from page 33 I figures of less than 30 cents an hour are not true, the 40 cents which is minimum by law is less than current I .>. fees for equivalent work. Skilled labor receives 60 cents an hour which is said to be good pay, considering the low cost-of-living on the Island. PR families are still too big, aver- aging five persons per family. Several families usually live together due to continued existence of two-mile long developments like "El Fanguito" I Lit- tle Mudholel. Invasion of New York by great numbers of Puerto Ricans has made this metropolis the greatest Puerto Rican city in the world. Chil- dren continue to be the greatest article of production on Puerto Rico. Radio stations, like youngsters. seem to have been multiplying far too rapidly in PR. Whereas in 1947 officially there were seven transmitters on the Island there are 28 stations currently operating or authorized. San Juan alone has seven long-wave sta- A.WOW Qeii 7U CAPITAL GAINS! NOTE . . . these observations on Radio WOW's Fall-Winter Hoopers . . . compared with a year ago. * The "Quiz Kids" (NBC) had a 7.9 rating a years ago— this years it's an 11.1. * The Skippy Hollywood Thea- ter (National Spot) had a 13.1 rating a year ago and this year it is 16.6. *■ The Fred Waring Show (mornings) had a 5.5 a year ago — and has a 6.7 this year. * "Amos 'n Andy had a big fat 30.0 on WOW a year ago. This year, on "Station B" it has a 13.4. * "Ma Perkins" (NBC) had a 6.9 a year ago. This year it has an 8.6. * "Screen Guild Players" had a 14.2 last year on "Station B". This vear it has a 19.9 on WOW. * "Can You Top This?" had a beautiful 17.1 a year ago on WOW. This year, on "Station D", it has a skinny 4.9. * 'The Hit Parade" had a nice 23.5 a year ago and a whop- ping 27.2 this year because it "stayed put". * The 10 o'clock (night) news on WOW came up with a nice 19. The 5:30 PM news with a 16.4; the noonday news with a good 10.3. * The "Phil Harris" show has a whooper-duper 30.3 this year — a 25.3 a year ago! These are OMAHA HOOPERS. Outstate WOW's leadership is as good or better! That's why WOW done will do your advertising job here. RADIO LT«TJ^ OMAHA SOOO WATTS • 590 KC JOHN J. GILLIN, JR., PRESIDENT JOHN BLAIR, REPRESENTATIVE 6 JUNE 1949 65 IN THE Pacific Northwest Serving 3,835,800 people • WASHINGTON KING- Seattle K X L E — Ellensburg K X L Y — Spokane • OREGON K X L - Portland MONTANA K X L F - Butte K X L J - Helena KXLK- Great Falls K X L L — Missoula K X L Q — Bozeman Pacific Northwest Broadcasters Sale* Managers Wythe Walker Tracy Moore IASTIIN WESTERN tions <\\ IPR, \\ \l'\. WIHS. WIAC. \\ K \0. WNEL. and WEMIi l and Ma- yaguez at the other end of the Island. with a population of 80,000, has five iWOR \. WPRA. WKJV, WAEL, and WECW). San Juan. Mayaguez, and other towns with stations are seldom linked li\ telephone lines since most sponsors feel land-line tariff is too high. W ORA has its own relaj station I others have, tool which i- adequate in the daytime hut not at night. \ few advertisers now pa) for lines hut most still use transcriptions for nighttime broadcasting. Many U.S. sponsors are found on PR stations. Ford and Firestone are important lime luners. Alka-Seltzer. which doesn't use sports at all in the States, is a consistent sponsor of im- portant baseball and basketball games. On the days when important games are played, it's practically a holiday on the Island so Miles Laboratories finds that it pass to tell the Alka-Seltzer stm\ to PR's sports audience. A local men's furnishing store. Suarez. now also uses sports on nine stations. Red Seal Rice, a Louisiana product, sponsors El Tremendo Hotel, a 15-min- ute daily (12:45-1 p.m. I situation s** b\e Res utt* pro^1- -aye* fcreo ot» WKJB Proudly operating on its NEW FREQUENCY 710 k C. with MORE POWER COVERAGE SERVICE RADIO STATION WKJB— Mayaguez, P. R. Owner — Jose Bechara, Jr. Exclusive Representative in the U. S. CLARK-WANDLESS CO. 205 East 42nd Street — New York 17. N. Y. comedy show. Its star. Diplo, has a greater following, considering the size of the population of the Island, than a Bob Hope or Jack Benin in the U.S. And it must be kept in mind that this is a daytime, not an evening pro- gram. Hard liquor is not prohibited in Puerto broadcasting and it's an im- portant industrj among sponsors. As in most Spanish-speaking countries. Colgate-Palmolive-Peet, Sterling Drug, \ ick Chemical. Pepsodent I Lever Brothers I. and Standard Oil are im- portant advertisers. Coca-Cola, Royal Crown. Seven-Up lead the soft-drink parade. Other important advertisers are P&C Northcool I suits I. Hotpoint. Libln's. 171 1. Ruppert. and Scars. \lusii is most important as a pro- gram form but soap opera is right be- hind tune airing. As indicated previ- oiislv. sports get an amazing audience, many limes what the\ do in the states. There are still only 150.000 radio homes on the Island. That's changing rapidly because of the complete elec- trification of homes, even hovels. The $10,000,000 Caonillas Dam has helped and it's only the start of the power plans of the government. In terms of listeners, the 150,000 radio-set homes represent much more than they would in the I nited States. That's because it's estimated that at least three families listen to each set. The 450.000 families thus reached re- present most of the Island's 2,400,000 population 1 450.000 families of fi\e people each add up to 225,000.000). Timebuving on the Island is a big job. There are main stations that ap- pear to do an equal job — and which don't. It isn't always the "established" outlet that's best, cither. It's amazing what the new blood w doing to stir up the old eas\ -going Latin tradition. It's even convincing some that the two- hour siesta time doesn't make sense on an island with a temperature range of from 62 to 94 degrees throughout the year. The average mean winter temperature is 73.4 degrees and the average mean in the summer is 7!!.0. No state in the I nion can match this range. Onl\ Rhode Island reports not having days that go higher than 100 degi ees. Puerto Rico is a promise. Its liberal government is also a threat. In order to lift the Island 1>\ its bootstraps, it maj establish a government-subsidized economj that ma) well mean an end to I ice enterprise— -in the I .S. It can happen here as well as there. 66 SPONSOR NATIONAL RATINGS i Continued from page 23 I "average audience" figure of 1 9.2 were used the Nielsen listening homes would have been 7.234.740 or not too far away from the I .S. Hooper figure. High among radios national rating problems is the fact that there are too many figures. There are three sets of Nielsen figures, Nielsen Hating, Aver- age tudience, and Total Audience. There are U.S. Hooperatings and Pro- gram Popularity Hooperatings. The figure that makes a program or a net- work look best is used. Misuse of ratings is not the fault of research services, for both go to great lengths to explain exactly what their figures mean. It does, however, make it easy to use printed media in- stead of broadcast advertising. Black and white delivers Audit Bureau of Circulation figures (ABC), not as- sorted circulation data. There are a number of research organizations that check on the impact of individual ad- vertisements in publications, but most publications are sold on ABC circula- tion. Cost-per-thousand figures are a de- termining factor in placing advertis- ing. Unfortunately it's almost impos- sible for any research firm to compute them for radio. Nielsen does issue these figures but since most advertisers refuse to report the net cost of their programs, Nielsen is forced to rely upon unofficial sources which are fre- quently as much as 50'< in variance with the truth. Thus since talent costs can be considerably higher than the cost of the time. NR1 cost-per-thousand figures are at the best an approxima- tion. Also since Nielsen must emploj "gross time" costs and not the money really paid for time after dollar vol- ume, frequency, and continguous dis- counts are computed, NRI's cost-per- thousand may be fantastically off base. They are usually higher than the fact and sponsors can use the figures know- ing they are getting more for their dollar than Nielsen reports. Nielsen no longer reports cost-per-thousand for individual programs in his "pocket piece." He does report, however, cost- per-thousand for program tvpes. Individual sponsors can compute their own cost-per-thousand figures but only after the fact. They know what time and talent is costing them. It must be kept in mind also that Nielsen size-of-audience figures are based upon the 1948 total radio homes figures of 37,623,000 and the current figure, jusl released b\ B\IB and based upon Sales Management market information (see Radio is getting bigger, SPONSOR 23 May 1949). is 39.274,712. BMB's fig- ure is as of 1 January 1949. Both A. C. Nielsen and C. E. Hooper are honest. Both have a high degree of integrity. Competition between I hem has spurred both to do a belter job. It's unfortunate that both in part seem to have selected the same job. Measuring listening by Audimeters. whether the) are of the type which re- quires a Nielsen man to come to the home and collect and replace the tapes on \\ hich the use of the radio recei\ ei has been recorded or ol the type which permits the tape to be replaced (and mailed to Nielsen) h\ the home being sampled, must ol necessit) pi oduce fig ures which are nol the same as those deli\ ered \ ia the combination of a tele phone coincidental and diaries — the latter being the way I ,S. Hooperatings are produced. It would likewise be true that fig- ures produced by CBS's projected at "Potento* TRtca It takes a combination of good programing, outstanding service, and thorough coverage to attract and hold such blue-ribbon advertisers as Standard Oil Company, Colgate-Palmolive-Peet, Procter & Gamble, Kraft, Borden Company, Goodyear Tire & Rubber, Frigidaire, International Harvester, A. Sagner & Son (Northcool Clothing), Singer Sewing Machine Company, Stand- ard Brands, Lever Brothers, American Home Products, Coca- Cola, Swift, Buick, and Chevrolet. All these, and many more, have used WAPA profitably dur- ing the past twelve months. For first-hand information on the Voice of the Caribbean ask any Paul H. Raymer man. WAPA San Juan, Puerto Rico 10,000 watts on 680 kilocycles owner, JOSE RAMON 0UINONES • general manager, HARWOOD HULL, JR. 6 JUNE 1949 67 radar method of measuring Listening would be different than Nielsen's or Hoopers. All radio listening data are akin to readership figures rather than circulation, and thus far no two read- ership surv<-\^ have conic up with iden- tical figures, or even like rank-order figures. Nielsen's is a '"fixed" sample opera- tion. Hooper's ratings are produced on a random basis. Both forms of research have their advocates. I nless an optimum sample is used in both cases no !()()'< correlation can be ex- pected between them. The costs of an optimum sample in either case would be beyond the financial re- sources of radio and advertising. A big problem broadcast advertis- ing faces is the cost of radio research. Since America operates on a free-enter- prise basis, both Hooper and Nielsen have the right to develop research methods which they feel are correct. Its up to the industry to decide which to purchase and use. For certain non- national purposes. Hooper's telephone coincidental is an ideal tool. It is not MAKE YOUR Puerto Rico is an ever expanding market for your product. Purchases from the continental United States amounted to $337, 300,000 in the fiscal year ended June 30, 1948 — a record high. The key to maximum results in your Puerto Rican advertising is a trained team of agency specialists. We KNOW Puerto Rico . . . we are producing for satisfied clients the combination of alert advertising and aggressive merchandising that increases sales. The practical advantages of this complete service can be yours at no premium. More information about Puerto Rico, U.S.A., and our facilities, is yours for the asking. /V\ NATIONAL EXPORT ADVERTISING SERVICE, INC. CHRYSLER BUILDING— NEW YORK PUBLICIDAD BADILLO, INC. PLAZA DE COLON— SAN JUAN feasible for instance to install enough Audimeters in most towns to give mar- ket-by-market information. The excep- tions are New ^ ork. Cincinnati, Chi- cago, the West Coast and a few other areas. The telephone coincidental method howere permits an inexpensii : operation for city reports. (SPONSOR will report on City Radio Research in a forthcoming issue. ) Radio listening habits arc said to change slowly. Generally, they do. On the other hand, they can and do change frequently overnight. An advertiser cannot worn about general trends. He is concerned primaril) with his own vehicle. Nielsen ma\ report that the average mystery drama delivers 445 homes per dollar but if a sponsor's program is low show on the rating pole he's getting, according to Nielsen. onl\ 301 homes per dollar. If this happens to be tops, he's getting 630 homes per dollar or more than twice what the low mystery is delivering. "Averages and "trends" have a way of mislead- ing advertisers. llooperatings succeeded CAB's Crossley ratings because they were more accurate, had comparability, and were less expensive. There were other reasons but these three are the basic ones. The telephone coincidental meth- od is still the quickest ( with the excep- tion of Sindlinger's Radox system*!. has the broadcast telephone base, and continues to be the least expensive nose-counting method in broadcast ad- vertising. It's primarily a big market form of radio research. As a ther- mometer to indicate the health of a broadcast program it is excellent. It is not a diagnostic research instrument. The Nielsen Radio Index is not fast moving I there are promises that this will he corrected I . It can however localize a complaint. It can tell a sponsor if he's losing his audience dur- ing his program — or whether the pre- vious program just isn't delivering an audience to his show. Audience turn- over figures are available. Advertisers can discover quickly whether or not it > competition that's hurting a program, or whether the audience just turns off its sets. Program audience 1>\ city size, income groups, etc.. are a'l part of NRI serviic. There's too little use of this informa- tion ju-l a- there i> too little use of mi >;~t of the Hooperatiim services. Most advertising managers claim that thev 68 'Thus (in used onto in Philadelphia. SPONSOR just haven't the man-hours in thru departments t<> analyze one-tenth of the radio research data which the) buy. The) realize that agencies haven't the man-power for this purpose either. Nielsen has for a number of years taken his figures on a tour of suh- scribers to explain what the) forecast. Recenth Hooper has decided that agency and advertiser presentations <>n what Hooper information is all about is necessary and a Cook's tour of Hoop- eratings will be presented to subscrib- ers, just as the) have been presented by NRI. The latest problem on the national rating scene is television. Its expected that NRI will adjust its sample regu- larlv so that the number of TV homes in its 1500 panel will be in proportion with their incidence in the entire I nited States. NRI has made no an- nouncement of a national TV rating service but has stated that it expects to be making a TV report for New York this year. Hooper on the other hand has an- nounced a projectable U.S. telerating report starting sometime this month I June). A national report for TV. if based upon unadjusted coincidental telephone home coverage, could give a distorted picture oi the relative im- part of radio and TV, to the dertiment of aural broadcasting. There are mure I \ sets in telephone homes than there are in non-telephone homes and thus an inflated picture of who is viewing could result from an unadjusted tele- phone report. This is a problem being worked upon eurrentlv bv the Hooper organization. Its T\ ratings (unlike ts Program Popularity Hooper atings i are designed to be projectable ( thev can be since Hooper is servicing, in way or another, practically every one eit\ witli a visual broadcasting station. Because there are millions invested in broadcasting now. what was good enough research a decade or more ago is not satisfactory today. An unad- justed telephone report is not accept- able now for most researchers. It has taken radio over 27 years to produce even a partially satisfac- tory projectable rating service. Tele- vision must start with the equivalent service or else distort both its own and radio's current potential. The best advice that research au- thorities have for advertisers is very simple — "don't accept any rating fig- ures uidess you know exactlv what thev mean." * * * rating on WHAM ROCHESTER, N. Y. Listeners actually hear Celebrities give clues about themselves ^tut A MERCHANDISING "HOOK" THAT GUARANTEES TRAFFIC TO THE SPONSOR Now available in a few markets — Wire or Phone HAlTATE RADIO PRODUCTIONS L 192 N. CLARK STREET • CHICAGO 1, ILL. • Phone RAndolph 6-6650 6 JUNE 1949 BOW-TIES AND BOW-KAYS MUSIC FOR THE MRS. PIEDMONT FARM PROGRAM Plus NBC'S PARADE OF STAR NETWORK SHOWS ALL ON WSJS am-fm THE STATIONS WHICH SATURATE NORTH CAROLINA'S GOLDEN TRIANGLE WINSTON- SALEM GREENSBORO (J) WINSTON-SALEM (Q THE JOURNAL-SENTINEL STATIONS NBC AFFILIATE R«pr«9«nt«d by HEADLEY-REED COMPANY 69 Waltham gets the facts Broadcast advertising is seldom af- forded an opportunity t<> tell its storj as a medium. Even when it is ex- tended the invitation, there's usuallv no group available, willing, and able to sell the medium. It is noteworthy, then, that the Na- tional Association of Radio Station Representatives was given an audience bv the Waltham Watch trustees, and that NARSR made a comprehensive presentation on the effectiveness of se- lective radio as a watch-selling me- dium. It was not a presentation for one station, or a group of stations. The trustees heard the- story of how broadcast advertising has built at least two great watch firms and contributed to their continuing success. It was a facts-and-figures presentation. It marked the first time that a group in radio ha- ever made a direct pitch for business for the medium. I he ston is still leading the parade pi omot ionallv . Despite its star-studded schedule, Co- lumbia is using ever) medium to reach both the listener and the advertiser. Its cop) is adroitl) written, with well- turned phrases that delight creative cop) men. Its layouts are imaginative, follow no set pattern, and licipientlv break with all advertising tradition. Its typograph) is an example for all who are perfectionists. CBS is not onlv an advertising medium, but it believes in advertising. In advertising down through the years hasn't just been an attempt to reach the top, it has been because CBS be- lieves in advertising and proves it. It's amazing how man) advertising men and media default when it comes to believing in their craft. 70 SPONSOR KMBC KFRM Kansas City, Missouri dnmn the Meant o$ flwve/Uca, Trade Paper Edition KMBC-KFRM First In New Survey "The Team" Ranks First in Public Service Programs in Conlan Study Again, The KMBC-KFRM Team has won top honors in a big, important survey; this time a per- sonal interview survey of the "aided recall" type. Final report of the Conlan Study was issued in April, 1949. The survey was made at the Kansas State Fair, and the American Royal Livestock and Horse Show last fall, and was limited to residents on the farm and in small towns of less than 2,500 population. It included l.L'L'.'J interviews from 150 counties within The KMBC- KFRM Team's primary coverage area. Interview results from each county were weighted to give each county its true relative importance accord- ing to its number of radio families. Experienced interviewers asked six major questions: First, "What Radio Sta- tions do you listen to regu- larly?" Response showed The Team far out in front among all broadcasters in the huge Kansas City Pri- mary Trade area. Second: "What Radio Farm editors and Market reporters do you listen to regularly?" The Team's Phil Evans and Bob Riley were far in the lead. Ken Parsons, although then a relatively new air name, ranked fifth. Third: "What Radio Sta- tions do you listen to for News?" The KMBC-KFRM Team led all Kansas City broadcasters! Fourth: "What Radio Stations do you listen to for Market reports?" The Team led in number of mentions to this question by 60 per cent over the second-place station. Fifth: "Wrhat Radio Sta- tions do you listen to for other Farm programs?" The Team had four times more mentions than the sec- ond ranking station. Sixth: "Wrhat Radio Sta- tions do you listen to for Women's homemaking pro- grams?" The Team received twice as many mentions as the second place station. The KMBC-KFRM Team not only has top listener preference in the area it serves, but provides adver- tisers with the most eco- nomical circulation in the $4,739,317,000 Kansas City Primary Trade territory. Only The Team provides "one broadcaster" coverage of this huge area which .en- compasses western Mis- souri, all of Kansas, and portions of adjacent states —3,970,100 people within The Team's half-millivolt contours! This wide cover- age, also the remarkably wide-spread sampling in this survey, are dramati- cally shown in the map on this page. Interested parties are in- vited to study this and other KMBC-KFRM sur- veys. Simply call any Free & Peters "Colonel" or KMBC-KFRM man! area, when KMBC pioneered KMBC-KFRM FEATURES SKILLED AND VETERAN NEWS STAFF "To keep in touch with the times — keep tuned to KMBC" became a news by-word many years ago in the minds of radio listeners in the Kansas City newscasting. The KMBC-KFRM Team's News staff, greatest among Kansas City broadcasters, has a combined total of 76 years news experience. The six full-time veteran journal- ists are experts in compiling, editing and writing news- casts that are tailored to Heart of America listeners. Under the di- rection of Erie Smith, 14 years as managing ed- itor at KMBC, the staff pre- sents 19 daily newscasts on the two stations, all specially prepared and up-to- the-minute on local, regional, national and world happen- ings. Supplementing the bat- tery of teletypes, members of the staff cover regular news runs, in addition to their broadcasts. Special corre- spondents in many communi- ties throughout the Kansas City Trade area provide local coverage for "hometown headlines." In addition, The Team is the only Kansas City broad- caster with a Washington correspondent. He is Wralter Cronkite, famous United Press European correspond- ent who covered the Nurem- berg trials and last year re- turned from Moscow. Cron- kite daily telephones mate- rial of interest and impor- tance to the Kansas City Trade area, also records three weekly quarter-hour re- ports — including interviews with Senators and Congress- men and "VIP" from the Kansas City Trade area. Oldest continuous sponsor of KMBC newscasts (also on KFRM) is Phillips Petrole- um. Other nationally known news sponsors include Stude- baker, Metropolitan Life, Procter & Gamble, National Biscuit, Mid-Continent Pe- troleum, Peter Paul confec- tions and others. The red areas on the map dramati- cally picture the wide-spread sam- pling in this recent Conlan survey. Heavy solid lines are the half-millivolt contours of KMIiC-KFRM. The broken line out- lines the Kansas City Primary Trade area. Cleveland's Snooper Stopper ■ opular local programming and top ABC shows have won a consistently loyal and responsive audience for Cleveland's Chief Station. That's why more and more adver- tisers — local and national — are entrusting their major sales job to WJW. BASK ABC Network CLEVELAND :W:W:W:W:::W:¥:¥ 850 KC 5000 Watts REPRESENTED NATIONALLY BY HEADLEY-REED COMPANY 20 JUNE 1949 • $8.00 a Year ■ — — i ZZT ,; Lmltimow Disk jockeys in kneepants — p. 24 The Gallaher Drug story — P. 28 How's your Sponsor Identification? — p. 21 ■ Test-tube success— p. 26 One-product commercials increase "Aldrich Family" S. I. — p. 21 »*V1 A H 02 »o*0A *3N J3*D0a o 3 0 6l>Z S3O03H S I 0?-0l UfA *r* The magic word that opens the door to the greatest advertising medium of our times is television. And in Richmond, first market of Virginia, television means only WTVR. WTVR is the only television station in Virginia . . . has been for over one year. Virginians remember that in 1944 Havens & Martin, owners of WMBG, prophesied the coming greatness of television with the first full-page newspaper advertisement ever placed by a radio station. Since 1926 they recall many another pioneering step taken by WMBG, WCOD, and WTVR, backed by a firm faith in the American system of broadcast advertising. Wherever you are (Richmond, New York, or Chicago) Havens & Martin stations are your "First Stations of Virginia." / AM WMBG WTVR tv WCOD FM Sfiefa/ *//f compilation of "success stories" ..! sponsors using television as an ad- vertising medium. The Television Committee "I the Los \ngeles Chamber of Commerce sees as one of its prime objectives the edu- cation of prospective TV advertisers on results being obtained b\ present TV users. Would it be possible for you to send u> anything that you might have avail- able of this kind'.'' I can assure you it will be put to use in channels where it should greatK help spur interest in telex ision advertising. Richard L. Be w Secretary, Tl Committee Los Angeles Chamber of Commerce ON SPONTANEITY All of us at WLS enjoyed Your series on folk music, its amazing success stories and use, but the one fact I didn't see mentioned — the logical ex- planation that I believe most of us in the business agree on — is that the suc- cess of folk-music programs is not so much the kind ol music, as it is the waj these programs have combined a sense of reality, spontaneity, informal- ity, and the power of personalities. The same thing Bing Crosb) lias done for these two decades or so in radio and on the screen — the same thing that Cecil I?. DeMille used to lend to the Lux Radio Theater- the same thing that Fibber McGee and Molly, with their announcer. Harlow Wilcox, achieve in scripted form the same sense of reality, spontaneity, in- formality, and personality is reflected when Bob \lchci sings a Western bal- lad on WLS. For example, WLS listeners ( in common with those of other big folk- music stations) see our people face-to- face quite often at state and count) fairs, local theaters, community enter- tainments, and so on. The\ find our stars ait the same in person as on the air. 1 1 a listener \ isited I .ulu Belle and Scott) al home, In- would find them just the kind "I people he had i Please turn to page 6 I (^ WINSTON-SALEM (J> The Station that Delivers the Plus Audience! The Proof: WSJS delivers higher than national average Hooperating* for 57 out of 61 NBC Commercial programs! A PLUS AVERAGE of 6.1 POINTS PER PROGRAM! WSJS share of audience for 5 month period: • Morning 45.2 • Afternoon 50.6 • Evening 50.0 City Hooperating, Fall and Winter, 1948-49 Affiliated with NBC ^ WINSTON-SALEM (^ THE JOURNAL-SENTINEL STATIONS Represented by Headley-Reed Company 20 JUNE 1949 it's easy. IF YOU KNOW HOW! J. N radio as in riding-acts, there are two kinds of dare-devils — the ones who plunge unthinkingly into hazards (and graveyards), and the ones who survive and succeed through practice, experience and Know-How. In our 11 years of broadcasting to Deep Dixie, we of KWKH have learned more about what it takes to get the audience and advertising results in this region than any station, anywhere. For example, during the nursery season just ended, KWKH sold 14,000 orders of rose bushes at $2.95 per order. KWKH airs this experienced program- ming with 50,000 watts . . . gets top Shreveport Hoopers and the greatest liMli audience throughout this four-state area. Let US send you the proof of what KWKH's experience can do for you. Now? 50,000 Watts KWKH Texas H!I:H'JJJ.1:H«.U1UWMI Arkansas • CBS Mississippi The Branham Company, Representatives Mum Clay, General Manager 40 West 52nd (Continued from page 4) imagined them to be through listening. Much of the humor just happens, spon- taneously. We throw olT dignit) and enjo) ourselves as we entertain. So it isn't the kind of music entirely although folk music does lend itself to this reality, this spontaneity. But it is the kind of folks who put on the show, and the wa\ the) put it on- -and most of us here in the folk-music belt believe the same treatment applied to symphony concerts and grand opera would give those now more dignified forms of entertainment the wider pub- lic acceptance, the quick response that folk-music programs have. John ( . DRAKE Promotion WLS. Chicago WTAG TAGS A SLIP This is to correct an error on the part of SPONSOR. In the 28 March issue of your otherwise excellent publi- cation, you printed a list of stations and markets which had been test-sam- pled b) BMB. \ou failed, however, to print the fact that thi> was onlj a paitial list. As a result, your 2.'^ Ma\ issue car- ried a full-page ad by station WKY stating that of all stations checked 1>\ BMB, WKY led the held in all of the >i\ divisions into which the BMB re- port had been broken down. The fact is thai \\ KY did not lead in all six categories: actually. WT \( I exceeded the \\ fC\ figures in four of the six, but WTAG did not happen to be included in your 21! March re- port. \\K^ made an h on est mistake: SPONSOR -lipped — a little. This letter i- sent onl\ to keep the record straight E. K. Hill Executive v.p. // '/" /(,'. H oi, ester. Mass. "RADIO IS GETTING BIGGER" We believe Radio Is Getting Biggei will make effective promotional pieces with which to l"iiit\ oiii sales repre- sentatives as the) follow their ap- pointed rounds. Mow \i!D S. Kki.ii: Promotion Manager II SPR, Springfield, Mass. i Please turn t<> page !'> > SPONSOR BRAND CONSCIOUS/ Out Texas way, folks are m fussy about Brands .... . . . they're fussy about the brands they heat and the kind they eat; about the brands they wear, drive, sip, smoke — and about their brand of listening, too! Only last Fall, Texans in 65 counties . . . well over a quarter-million radio homes . . . helped C. E. Hooper, Inc., compile a "Listening Area Coverage Index." Asked what stations they listened to "Most Fre- quently" or "Most of the Time," they spoke right up in true Texas style. The result: WOAI roped first place by 2 to I in daytime ... 3 to I at night . . . over the second most popular outlet! These neighbors, plus still additional thousands in our far more extensive night- time primary, obviously find the WOAI brand of radio very much to their liking. How's YOUR brand doing here? If you'd Like to make this billion-dollar market more conscious of your particular brand, better get your iron in the fire right away! You'll be just in time for the big Fall Roundup! REGISTERED, Brands Division Bexar County Courthouse, San Antonio, Texas C - 50,000 WATTS - CLEAR CHANNEL -TON presented by EDWARD PETRY & CO., INC. - New York, Chicago, Los Angeles, Detroit, St. Louis, Dallas, San Francisco, Atlanta, Boston rail iiocNirt (eel slighted! When a bunch of station man- agers get together at conventions and start talking about what a super-strong signal their stations throw out, our Carl doesn't get into the conversation. And when the station boys brag about the millions of people in their primary coverage zone, our Carl just sits there with a poker face that Ned Sparks would envy. But Carl doesn't feel slighted . . . just let the talk get around to how popular their stations are with the cash customers in their market . . . and that's where you can include Carl into the conversation! Carl knows that we've got the people where you want them in the Duluth -Superior market and on the Iron Range. They're all concen- trated within a 50-mile radius of WDSM (Duluth) and WEVE (Eve- leth). When you get beyond this that radius, you run into fish . . . not people! We've got an awfully weak signal in Los Angeles county, but if you want to reach the 280,000 folks in our neck of the woods . . . you can't do better than buy WDSM and WEVE in combination. We can look you straight in the eye when we tell you that these two ABC ' outlets cover the Duluth-Superior market and the Iron Range like a pup tent . . . and what's more, you can buy both of these stations for the price of just ONE Duluth station! Why not ask a Free & Peters man about WDSM (Duluth) and WEVE (the Iron Range)? 40 West 52nd [Continued from page 6) Thank you ver) much for the 200 copies of Radio Is Cellini: Bigger. It is very kind of you to allow us such a generous niinihe] oi copies. These copies will he put to gooel use. Then will he placed in the hands of local, regional, and national adver- tisers from our area, and will help tear down the resistance to summer radio advertising. Jim Bridges Radio, Tl Division Hugo It agenseil Dayton. Ohio The article Radio Is Getting Bigger is the best I've seen. Gordon Gray Vice-president W IP, Philadelphia This Radio Is Cetting Bigger is good documented evidence to answer those who view recent developments as in- dicative of senility in our great medium. Eugene D. Hill Manager WORZ, Orlando. Fla. Your article in the 23 May issue, Radio Is Cetting Bigger, is terrific. William R. Doth \un Director of Local Sales II IIIR. Baltimore Radio Is Cetting Bigger is a ver) informative piece oi work, and will prove valuable to WMAW's sales and promotion departments. LOU RlEPENHOFF Promotion Director WMAW, Milwaukee That article Radio Is Getting Bigget in \cnii 23 \la\ issue is a cracker jack. Ii certainl) pulls the chocks out from under some of this ""radio is a dead duck"" propaganda. .1. E. Willis General Manager 11 I. //'. Lexington, k \ . It's so Amazing - we wouldn't ask you to be- lieve our sensational K-NUZ success story if we didn't have the figures — ever- mounting Hooper ratings to convince you. Our spe- cially planned Texas pro- gramming will bring your clients immediate results in Houston. HOOPERS SOURCE: 1949 Dec- Mor.- Jan. Apr. Morn. 11.3 Aft. 8.8 Eve. 12.6 Sat. 11.3 Sun. 7.7 14.7 9.9 10.4 13.1 9.9 NATIONAL REP. FORJOE & CO, Dave Morris, Gen. Mgr. k-nuz (KAY-NEWS) 'Your Good News Station" 9th Floor Seanlan Bldg. HOUSTON 2, TEXAS 8 SPONSOR a Looking for the winner? New York's winning afternoon show is WCBS' Hits and fetu Misses **» , , e> s'<"'o,,s; 3 of^e/OUr ■W. C 33 Pro*^mF -••2.9 3.o p *ran» C . ** *'""» 2.0; Represented by Radio Sales WOW tour has blessing of official Washington \\ ashington is interested in WOW's fanner tour of Western states, Mexico, and British Columbia. Feels same station's tour of Europe greatly helped Midwest farmers" under- standing <>f European problems and ECA. Feeling is that current tour will remove some of cornbelt's insular- ism. Government realizes that the 4<> states must know, understand, and appreciate each other. It also feels that I .s. farmers must know Mexico and Canada. Lever Brothers tries to spur buying with half-price sale Campaigns like Lever Brothers' half-price sale of Life- buoy, which started the third week in June, have blessing of Department of Commerce, which is interested in try- in" almost single-handedl) to reverse the hand-to-mouth consumer and retailer busing trend which is slowing down business in general. Spokesman for department stated. ""Adjustment forces have been at work long enough. Savings-bank deposits must stop going up at current rate. Lifebuoj sale is being radio-pushed. British products need advertising in U.S. Greal Britain isn't selling as much British-produced mer- chandise a- she expected to, with result that something has to be done. Either English pound sterling will have to be devaluated, with I .S. exports to England cul as consequence. 01 some oilier device will have to be un- covered. What G.B. hasn't been sold is that advertising sells in the I .S. Thus far. neither broadcast advertising nor black-and-white has been used extensively, and qualilv products cant be sold without active promotion in I ,S. TV roadside billboards may be traffic hazards National action against T\ billboards is in tin' making. Fear among automobile 9afetj authorities is thai boards thai present entertainment ma) distract drivers to such an extent thai traffic hazards will result. \\\ action waits upon form such billboards will lake. Guarantee against price declines to be tried Advertising will start for a number of products like fuel oil. which will guarantee current buyers against price decline-. Ihi- i- one idea being tested to loosen purse strings ot consumers throughout I .S. Refrigerators, oil. and two makes of automobiles will trv the price-guarantee slant, with results being studied not only bv competitors but also bv group of economic researchers in Washington. Feeling is that idea will work onl) with big-investment items and not with impulse-buying items. Fur processing important in U.S. economy today Processing of furs in I .S. is rapidlv becoming of major importance to national economy. Furriers throughout I .S. are consistent users of broadcast time, more so than any other women's-wear product retailers. In 1947 manu- factured fur goods at wholesale levels amounted to $343,- 100,000, and 1948 saw an increase in excess of 20',. Wearing of furs is no longer restricted to any income bracket, and the base is broadening monthly. New EEA plan will not help manufacturer expand distribution Under new EEA plan, government will loan -mall busi- ness (under 500 employees) money for 20 years with 4' '< interest. Idea is to help small business compete in national scene. Trouble from advertising point of view is that U.S. still doesn't think of advertising as vital in expanding business, and money required for this purpose will not be easv to obtain. Thus, manufacturer with ade- quate manufacturing facilities but limited distribution will have to battle to obtain loans. The Hill is still not advertising-minded. Auto-Insurance rates to go lower and advertising up Competition among automobile-insurance companies will decrease insurance rates and increase advertising of these lii nis that haven't been big spenders in past. Trouble is thai rates in big cities like New York have been highest in nation, and it's in these highly-populated areas thai advertising would be most effective. Plans in works would divide risks into good, fair, normal, poor. bad. and set rates accordingly. Onl) rub here is that biggest accidents are frequentlv those involving "first timers. Keep the men alive, new safety campaign theme While more boj babies are hot n in I .S. than girl babies (106 boys for each 100 girlsl. tiling- happen along the line lo change that ratio to 101-99 in favor of the distaff side in later life. This is because men are killed off quicker at work, in auto accidents, and even working at home. Safet) -roup- are going to use (his fact, and others, to trv to < ut down male accidental deaths and to increase life span "I men. Women live about live years longer than men. These facts will be pari of broadcast campaign. K SPONSOR CHARLOTTE, N.C. Channel 3 The first television service in the Carolinas will be inaugurated July 15. Natu-ally, it's the television service of the Jefferson Standard Broadcasting Company — WBTV. Service to an area embracing over 1,000,000 North and South Caro- linians is assured from WBTV's Spencer Mountain tower, rising 1135 feet above the surrounding terrain. Effective Radiated power will be 16,300 watts for video, 8,200 watts for audio. WBTV offers advertisers the first television approach to the Caro- linas' richest market — where Effec- tive Buying income has more than doubled since 1940. Represented Nationally by RADIO SALES PROGRAMS ON FILM FROM 4 TV NETWORKS Jefferson Standard Broadcasting Company 20 JUNE 1949 II For Profitable Selling WDEL WILMINGTON D E L A W A R E WEST EASTON PENN SYLVAN I A WKBO HARRISBURG PENN SYLVAN I A WORK YORK PENN SYLVAN I A WRAW READING ,P E N N S Y LVA N I A, WGAL LANCASTER PENNSYLVANIA Clair R. McCollough ^^"^ Managing Director ^9i: Represented by ROBERT MEEKER ASSOCIATES Loi Angeles New York San Francisco Chicago STEINMAN STATIONS Mr. Sponsor Carrol 3Meteer Shan lis* President The Prudential Insurance Co., Newark Minnesota-born Carrol Shanks at 51 is the youngest presi- dent of any of the world's major life insurance companies. He is still young enough to feel slightly awed at the fact that one out of six people in the U. S. and Canada holds a policy written by the Prudential, whose S7-billion-dollar assets make it the numbei two life insurance firm in the field. Carrol Shanks takes the responsibility of his job very seriously, and runs the vast Prudential set-up with the same kind of meticulous attention to detail that used to characterize his lectures to his law students at ^ ale. where he was an associate professor of law in the early 1930's. He joined Prudential in L932; quickly built a name for himself by reorganizing the tangled finances of several depression-hit railroads. \ man with a mind like a steel trap, he rose swiftly, became Pru- dential's chid executive in 1046. He is neither a back-slapper nor a stuffed shirt, and often rides home on a Newark streetcar, usually unrecognized I>\ the man) Prudential employees sitting near him. The market for Prudentials man) insurance services is found in virtuall) ever) economic level of the population, and nearly $2,000.- 000 of a two-and-a-half-million-dollar Prudential ad budget hoc* into broadcasting advertising to tell the stor) of Prudential to the widest possible audience. Shanks has been close to the radio end of the Prudential advertising operations since its start, in 1(),'V). with an Elaine Carringlon-written soap opera. H hen A 6-7/7 Marries, on ( l>v. In L941, Prudential started sponsorship of the Prudential Famil) Hour (which the Prudential sales force found difficult to use as a sales tool I. and later added an across-the-board dav timer. Jack Berch, which the sales force has used with great success. Last year, Famil] Hour underwent a face lifting and became Hour oj Slurs, a ~liloimii>itts on SPOXSOR stories |».S. SeG: "Why sponsors change networks" ISSUe: December 1948 Subject: Whav has caused the recent shifts of big network advertisers? While time av liabilities still seem ti> be the Number one reason ub\ sponsors change networks, there continues to be a heavy emphasis on "peltv annovances." Two recent shifts announced for this fall point out this factor. W ildroot is shilling its very successful 5am Spade from CBS to NBC. This program was originally scheduled to go on \B(!. but a clever CBS presentation proved to Wildroot's satisfaction that it would do better in com- petition with Edgar Bergen at !! p.m. Sundays than it would in the \l!(. mvsterv skein on Fridays. And it did. Then came another CBS phase. (IBS had been trying to convince W ildroot that it would do still better in another slot. (d>S wanted !! p.m. back for its own Edgar Bergen program. W ildroot on its part thought it had a prior claim to the time period, having gambled when nobodv wanted to fight Bergen. When W ildroot didn't win. it decided to move to NBC. Once again it will be fighting Edgar Bergen — only the networks will be different. Mil- -lull ol Horace Heidt to CBS this fall i- another case of pique plus . . . Philip Morris was interested in seeing what the Heidt program would do in competition with Jack Benny when the latter moved to CBS. NBC spent huge sums of money to sell the public on listening to Heidt in the "number one spot ol network radio (7 p.m. e.s.t.i. Heidi held onlv part of the audience he bad built up at 10:30 p.m. on the same network. The promotion was good, but it was expected to deliver the world with a fence around it over night. Heidt might have (hipped away Benin's audience if he had been allowed enough time, but Philip Morris wasn't building network listening, it was buying an audience to whom it could sell its "No smoking hangover.'' Horace Heidt returned to his old hour in Mav and regained some of his lost audience, but Philip Morris felt it had been -old a bill ol goods and when CBS had a good Sundav night spot open right after the Benin -Bergen-.4//io.s ";;" ■inily combination, it shifted, but quickly. p.s. See: "Give-Aways: they're big business"; "Telephonitis"; and P.S. ISSUes: May 1948, p. 33; June 1948. p. 38; 28 February 1949, p. 8. Subject: New trends in radio and TV give- away shows. The movie theaters fight back. Taking their cue from the ovei night success of a TV version of Stop the Music the Campbell-Ewald agency and producer Mark Goodson have added a telephone give-away gimmick to the Chevrolet dealer-sponsored Winner Take All on WCBS-TN . New York. Like the telephone stunt on Music, viewers of tt inner are urged to mail in postcards with their name and phone number to the show in order to be eligible for a give-awav call. The question that leads to the jackpot is non-musical. although visual in nature, and consists of viewer identi- fication of a "mystery picture." It inner is telecast in the New York area only, so far. for the Chevrolet-dealer group, and the return on postcards has been surprisingly heavy and compares favorably, in proportion, with the 350,000 postcards that the full-network (ABC) visual I Please turn to page 46 I 14 SPONSOR *+ ^O** CAM «OVe« ©/. / r X £ \ \ ■■PM» The Georgia Trio THE TRIO OFFERS ADVERTISERS AT ONE LOW COST: Concentrated coverage • Merchandising assistance Listener loyalty built by local programming • Dealer loyalties — IN GEORGIA'S FIRST THREE MARKETS The Georgia Trio Represented, individually and as a group, by THE KATZ AGENCY, INC. New York • Chicago • Detroit • Atlanta • Kansas City • San Francisco • Los Angeles • Dallas 20 JUNE 1949 15 KVOO farm radio listeners in 16 states recently sent 23,422 letters, con- taining 23,422 dimes, to the KVOO Farm Department for a package seed offer. All announcements featuring the offer were made on Farm Department programs during February, 1949- No other promotion was used. Such gratifying response is power- ful evidence of the large and faithful KVOO Farm program audience. Each letter received is proof that our lis- teners know any offer made by KVOO is a good offer. Programming such as the KVOO Farm Department offers "in the money" farmers and ranchmen in the Southwest, will pay you big dividends, too! For more facts on one of the South- west's oldest and best known radio farm departments see your nearest Fdward Petry & Co. office or phone, wire or write KVOO. RADIO STATION KVOO 50.000 WATTS EDWARD PETRY AND CO., INC. NATIONAL REPRESENTATIVES OKLAHOMA'S CREATEST STATION TULSA. OKLA 16 SPONSOR 20 JUNE 1949 New National Selective Business New ami renew SPONSOR PRODUCT AGENCY STATIONS CAMPAIGN, start, duration Wm^WWW Claridge Pood Co (.. II. Coughlan Co Esquire, Inc General Aniline & Film Corp (Anscu l>i> I Greyhound Corp Kellogg Co Lever Bros Lory Cosmetic Co Warner Mfr. Co Wildroot Co Canned ham- bui t De Moist (humidifiers) Coronet magazine Aiimii film Kus travel Pep cereal Lifebuoy soap Trill (wrinkle reducer) Weathermaster screens-storm- *.ish combo Wildroot Shampoo Al Paul l.efton N.Y.) D-F-S (N.Y.) Schwimmer & Scott (Chi.) Young & Rubicam (N.Y.) Beaumont & llohman (Chi.) Kenyon & Kckhardt (N.Y.) SSC&B (N.Y.) Chernow (N.Y'.) Alfred F. Tokar (Newark) BBD&O (N.Y.) Inil.l I I est campaign planned for major mkts) 3-5* (Seasonal test campaign; major mkts) (Major mkts i In.l. t 5-6* (Summer campaign. May expand and continue thru fall) 3* (Summer campaign. May go natl in all major mkts) Indel (Limited natl campaign, major mkts) Indef" (Summer campaign; major mkts) Indef* (Test campaign: Eastern mkts) Indef* (Summer campaign. Major Eastern mkts) 10-12 (Introductory campaign, West Coast, major mkts) Spots, breaks; Jul or Aug start; 13 »ks Live spots, partir; Jun 6; 13 wks E.t. spots, breaks; Jun B; '<2 wks Spots, breaks; Jun 5; 6 wks or longer Spots, breaks; early Jun thru sum- mer; 13 wks Spots (adjacent to kid shows); Jun 6 to Jul 1; 13 wks E.t. spots, breaks; Jun 6; 13 wks Spots; Jun 4; 13 wks Spots, partic; Jun 6; 13 wks E.t. spots, breaks; Jun- Jul; 13 wks €lX New and Renewed Television (Network and Selective) SPONSOR AGENCY NET OR STATIONS PROGRAM, time, start, duration Allied Food Industries Lew in WBZ-TV, Boston American Tobacco ( a N. W. Aver WRGB, Schenectady, N.Y Barcalo Mfi 1 a BBD&O WBEN, Buffalo (Furniture) Benrns Watch Co Tardier WBKB, Chi. Blatz Brewing Co Chesley-Clifford KNBH, H'ywood Borden Co Young & Rubicam WNBT, N.Y. Bowman Gum Co Bruck WNBT, N.Y. Brown & Williamson Bates WABD, N.Y. Tobacco Corp (Kools) Bulova Watch Co Biow WNBW, Wash. Drugstone Television Fisher WABD, N.Y. Productions Esso Standard Oil Co Marshalk-Pratt WABD, N.Y. WCBS-TV, N.Y. WRGB, Schenectady, N.Y' Forstner Chain Corp Lew in WNBT, N.Y. General Foods Inc Benton & Bowles WCBS-TV, N.Y. (Maxwell House Coffee) General Time BBD&O WPTZ, Phila. Instruments Corp Goodyear Tire & ^ oiing & Rubicam WBKB, Chi. Rubber Co McKesson & Benton & Bowles WNBT, N.Y. Robbins Inc Meltoway Reducing W. L. Rubens WPIX, N.Y. Plan Inc Penuot Mills Tarcher WPTZ, Phila. Peter Paul Inc Platt-Forbes WNBK, Cleve. w msQ. (in. Pioneer Scientific Co i .ivton WNBT, N.Y. (Polaroid TV lenses) WBZ-TV. Boston Procter & Gamble Benton & Bowles WNBT, N.Y. (Various) Reuben H. Donnelley N. W. Ayer WBBQ, Chi. Corp Ronson Art Metal Works ( iiil & Presbrey WNBT, N.Y. WUUtJ. Chi. WNBW, Wash. WBZ-TV, Boston United Wall Paper McFarland-Aveyard WNBT. N.Y. \\ MtK, Cleve. Victory Parking Co W. Jeffreys WNBH, H'ywood Vogt & Son (Dog food) Cleneta \\ NBT, N.Y. Wildroot Inc mtn&o \\ NBT. N.Y. (Hair Tonic) WPTZ. Phila. WABD. N.Y. WCBS-TV, N.Y. Slides and live annemts; June 10; 13 wks (r) Film annemts; May 10; 17 wks (r) Paradise Islaid; Wed 10-10:15 pm; June 1; 13 wks (n) Film spots; May 10; 52 »k- (n) Film spots; June 1; 13 wks ( n ) Film spots; July 10; 52 wks (n) Film spots; June 15; 22 wks (n) Slides and live annemts; July 1; 52 wks (n) Film spots; May 20; 14 wks (n) Calvalcade of Stars; Sat 9-10 pm; June 4; 52 wks (n) Film spots; Various starting dates from June 1-3; 5 >• I Film annemts; June 15; 2 wks (n) Mama; Fri 8-8:30 pm; June 17; 52 wks (n) Film spots; May 30; 13 wks (n) Film spots; May 14; 26 wks in) Film spots; June 30; 4 wks (n) Hollywood In New York; Sat 7-7:15 pm; May 21; 13 wks (n) Film spots; May 25; 13 wks (n) Film spots; May 20; 13 wks (n) Film spots; June 5, 26 wks (r) Film spots; .lone 15; 26 wks (in Film annemts; June 5; 52 wks ; ~>2 wks (n) Film spots; Various starting dates iiom June 1-15; 1-8 wks n • In next issue: New and Renewed on Networks, Sponsor Personnel Changes* \ational ttroadvasi Salt's Executive Changes, New Agency Appointments Advertising Agency Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION Joseph W. Hailey A. F. Hanks Kdgar A. Bar wood \V. Itex Bell Jr Raymond L. Bergman William Bernbach Hendrik Booraem 1 .i\ M. Booton Frank Burns Winston 0. But/. James G. Cominos Delbert .1. Cook Alfred A. Coughlin Maxwell Dane Tarn Deaehman Kent Dennan Ned Doyle Chester W. I)udle> Jr John Duffy Mar) Dunlavey Richard I.. Eastman Mai Ew ing Miehael Fain James P. Felton Kevill J. Fox Ellis T. Gash Blaisdell Gates Jark (. Griffin Marvin K. Holderness Jr Calvin K. Holmes Bennel C. Kessler Russell Kolburne (lane Ixuren Harry Krawit Joseph C. Lieb David Marshall Roberl K. Mason Byron w. Mayo Charles T. McClelland Tom McDermott Walter W. Mirhener Kenneth E. Moore Nathan Nestor C. Sewell Pangman John Haskin Potter Frances Quinn John F. Reeder Wilfred S. Roberts Russell C. Rowan Robert I . Segil Kdgar (;. Sisson Jr Roscoe Sturges Robert J. Terhrueggen William Travis Frederic J. Trump Harold M. Walker Nat Weinstcm Bernard W. Wilens Wayne C. Williams W. C. Wood} Jr Bernard Zwirn Louis G. Cowan, N. V., vp Fred Jordan, 1.. A., acct exec Max field. Providence, R. I. KSL, Salt Lake City, prom mgr Grey, N. Y. , vp Mutual Broadcasting System, program consultant NIK -TV, N. V., Texaco, Admiral, Krafl technical operations dir LeValley, Chi., vp in rhge radio, TV Kingan & Co, Indianapolis, adv pub rel dir Radio producer, dir Virkers A; Benson, Montreal J. Walter Thompson. N. Y. Grey, N. Y., vp Benson & Benson, N. Y., vp KALL, Salt ' ake City, news announcer, w riter Pedlar & Ityan, N. Y"., radio media dept Ralph Yambert, H'wood., prodn dept Camphcll-Mithun, Mnpls., acct exec Sam P. Judd. St. I. Montgomery Ward & Co., Chi. John Shrager. N. Y., prodn asst Foote, Cone & Belding, I.. A., radio asst Peck, N. Y.. vp. see Kastor, Farrell. Chesley & Clifford, N. \ ., vp Richard G. Montgomery, Portland, (tie.. arrt ever Benton & Bowles, N. Y.. prodn superv McLain, Phila., acct ever Fuller & Smith & Ross. N. Y., accl exec Advertising Codv Service, N. Y., prcs Finneran, N. Y., acct exec Walt Disney Productions, Burhank, Calif., dir Pedlar & Ryan, N. Y., TV dir Koehl, l.andis A: Landan. Cleve., acct exec ( ooper Ai Crowe, Salt Lake City, arrt exec, puh rel dir, research dir Pedlar .V. Ryan, N. Y-, vp, radio dir Kmerson Drug Co, Balto., asst adv dir 1, eland K. Howe, N. Y., vp in chge radio, TV McCann-Erickson, N. Y.. arrt ever Kuthrauff & Ryan, Seattle K. F.. Shepard, Chi., radio, TV dir Grey, N. Y., radio. TV mgr John H. Riordan, L. A., acct exer Arthur F. Brown, Boston, acct exec Arhee, Terre Haute Ind., aert ever Franrom, Salt Lake City, radio dir Doyle Dane Bcrnhach (new), N. Y., pres McCann-Erickson, N. Y., exec radio producer I .hi. ill. Des Moines la., acct exer Kudner, N. Y.. radio, TV producer, dir Lennen & Mitchell, N. Y., acct exec Same, gen mgr Jim Baker, Milw., acct exec Kudner, N. Y., radio, TV producer, dir Doyle Dane Bernbach (new), N, Y.. v p, gen mgr Harold F. Stanfield, Toronto, acct exec BBD&O, N. Y*.. acct exec Doyle Dane Bernhach (new), V. Y., exec vp Cnmpton, N. Y.. arrt exer Cooper & Crowe, Salt ' ake City, radio dir, acct exec New ell-Fmmett. N. Y., timehuyer Krwin, Wasev, N. Y.. radio, TV dir Davison-Dibble, Glendale Calif., acct exec Adair & Director, N. Y.. acct exer Foote. Cone A: Belding, L. A., acct exec Arthur G. Rippey, Denver Colo., arct exec Burnet-Kuhn, Chi., vp Elliott, Daly Ai Srhnitzer, Oakland, vp, acct exer Sherman A: Marquette, Chi., acct exec Doremus, N. Y., arrt exec Fuller & Smith & Ross, Chi., acct exec Artley, N. Y., acct exec Same, acct exec Same, timehuyer Same, pus Geyer. Newell & Ganger, N. Y., arrt exer Gardner, N. Y.. media, researrh dir Wallare-Lindeman, Grand Rapids Mich., vp, sr arrt exer Foote, Cone & Belding, L. A., arrt exer Grant, Dallas Tex., arrt exer Same, asst to vp in chge radio, TV, dir radio prodn activities Walter S. Chittick, Phila., arrt exer Same, Cleve., arrt exer Battistone & Bruce, N. Y., TV dir Oakleigh R. Frenrh, St. L., media dir Buchanan, N. Y., arrt exer Commerre, N. Y.. arct exec Wrilliam H. Weintrauh, N. Y. vp, Kaiser-Frazer acct exec Same, radio, TV dir Same, hi Chernow, N. Y., acct exec N. W. Aver. N. Y., radio, TV programing dir Grey, N. Y.. acct exec Clark & Rirkerd. Detroit, media dir Chernow. N. Y., radio. TV dir Grey, N. Y.. acrt exec Rhoades A: Davis, S. F.. gen mgr H. Wr. Hauotman, N. Y., radio dir, acct exec Battisone A; Bruce, N. Y., TV operations superv Goodkind, .loice & Morgan, Chi., radio, TV dil Grant, Dallas Tex., aert exec Ruthrauff & Ryan, N. Y., radio, TV publ dir Station Representation Changes STATION AFFILIATION NEW NATIONAL REPRESENTATIVE ( Mil., M.itane <>ue. KANA, Anaconda Mont. KBOl . Boulder Colo. KBYF, Oklahoma City Okla. KCOL, Ft. Collins Colo. KCSJ, Pueblo ( ..I... KEXO, Grand Junction ( ..I... K FBC, ( lie> enne W yo. KGAK, Gallup N. M l\(.\ 0, Missoula Mont. KOAT, Albuquerque N. M. IxOl.T, Srottshluff Nell. ! .. i \. Rapid City S. I). KRAL, Rawlins Wyo. KRDO, Colorado Springs ( ..1. Ks\\>. Roswell N. M. IxTIti . Sante Fe N. M. KVOC, Casper Wyo. Ix1) (II. Greeley < ..I... WISIK. hnnxxille Tenn. WIBX, I ti.a N. Y. WJLS, Reekie; W. \ ... W PLH, Huntington W. \ ... WTOD, Toledo 0. u \\ i:/. \ ineland v I. Indepe Indepe Indepe Indepe Indepe MliS Indepe ABC AIM (BS \H< CBS CBS ABC Indepe I Nil. p* All! utt Indepe UK i BS CBS MBS Indepe Indepe ndent ndent ndent ndent ndent ndent ndent ndent ndent ndent ndent Joseph A. Hardy Don Donahue Don Donahue Radio Representatives Don Donahue Don Donahue Don Donahue Don Donahue Don Donahue Don Donahue Don Donahue Don Donahue Don Donahue Don Donahue Don Donahue Don Donahue Don Donahue ii. ... Donahue Don Donahue Boiling Ra-Tel. foi Midwest. South Weed Transit Radio Hcadlcy-Rced Joseph Hi i she? MrGillvra AMERICA'S PRETTIEST U RADIO PICTURE"! N, ight and day, WHO is the most "lis- tened-to'" station in Iowa. The 1948 Iowa Radio Audience Survey* gives "listened-to- most" figures for eaeh of Iowa's 99 coun- ties. WHO gets the highest nighttime rating in 70 of these comities, the second- highest in /;>. third-highest in 8. Daytime figures of course follow the same general pattern. Outside Iowa, WHO scores a remarkable "Plusn — has a daytime BMB audience in ISO additional counties in 8 states and pulls year-* round mail from listeners in 46 states. This overwhelming listener-acceptance is proof of WHO's inspired and public- spirited programming. Ask us or Free & Peters for all the facts. i/f The 1948 Iowa Radio Audience Survey is a "must" for every advertising, sales, or marketing man who is inter- ested in the Iowa sales-potential. The 1948 Edition is the eleventh annual study of radio listening habits in Iowa. It was conducted hy Dr. F. L. Whan of Wichita University and his staff, is hased on personal interview of 9,224 Iowa families, scientifically selected from the city, town, village and farm audience. As a service to the sales, advertising and research pro- fessions, WHO will gladly send a copy of the 1948 Survey to anyone interested in the Iowa radio audience and its listening habits. WIKI® + /©r Iowa PLUS + Des Moines . . . 50,000 Watts Col. B. J. Palmer, President ^"?S V. A. Loyet, Resident Manager FREE & PETERS, INC. National Representatives 20 JUNE 1949 19 IS THE SOUTHS NUMBER ONE STATE ■ AND NORTH CAROLINA'S No. SALESMAN is 50,000 WATTS 680 KC NBC AFFILIATE WPTP RALEIGH, N. C. FREE & PETERS, INC. NATIONAL REPRESENTATIVE VE & TAKE H- 17.2 GROUCHO MARX +19.5 HUV, 1 55.9 < .. ■ 1 H :/a\ 33.2 Feb. 1948 Feb. 1949 SPONSOR IDENTIFICATION CHANGES IN FOUR PROGRAMS ON NETWORKS DURING 12-MONTH PERIOD, FEBRUARY 1 948-FEBRUARY 1949 PART ONE OF A SERIES How's pur sponsor identification? Your program may l» know w ho vou are? 20 JUNt 1949 jteMk^ High-rated programs can ?.<§ be commercial washouts * if their sponsor identifica- tions are low. Thev can still he wash- outs with high sponsor identifications, but there are comparativelj lew pro- grams with high Si's that fail to pro- duce for advertisers using them. SI"s don't necessarily mean very high sales impact, but. in lieu ol a better index, sponsor identification must serve as an index of advertising effectiveness for mosl advertisers who do not have facilities with which to check direct sales impact of an) ad- vertising vehicle. Dr. i.(). is first in the Februarj I'M" SI Hooper report. It has an 86.7. which means that 86.795 of its audi- 21 Impact* i'.«. Haopvratinq at Top h'iftvcn programs (Based on Sponsor Ident. February, 1949 Impact Rating R~£ K£33 Program Rating (Hooperatingj Radio Theatre Fibber McGee & Molly 3 Walter Winchell 4 Jack Benny r Arthur Godfrey's Talent Scouts 6 Bob Hope 7 Bob Hawk Show Stop the Music (P. Lorillard) 9 People Are Funny 10 Your Hit Parade Truth or Consequences 11 12 Amos 'n Andy 26.6 "" I urn 1 1 1 if 28.1 niinnii * Percentage of all homes that hear a program and recognize its sponsor. ence in telephone homes in 36 cities were able to identify either the spon- sor or the product advertised. The reasons for its high estate, based upon a formula uncovered by Larry Deckin- ger for the Biow Company, are multi- ple. Dr. I.Q. has been on the air for ten years. The longer a program i^ on the air. the higher the recognition of the advertiser h\ listeners. Deckinger figures two points per 20 months of consecutive broadcasting. Dr. I.Q. continuously uses the name of the sponsor and its products all through the broadcast. The Deckinger formula indicates that a program's identifica- tion with its sponsor increases five-and- a-half points for every ten product mentions during a single airing. Also. distribution of product mentions throughout a program tends to in- crease identification on an average of 14 points. Dr. I.Q. uses a collection of com- mercial devices during each broadcast, in addition to straight commercials. Deckinger reveals that "shows that use other types of commercials, in addition to straight, appear to get an average of 16 points higher sponsor identifi- cation than those that do not." The higher the rating of a program, the better the sponsor identification. The increase is said to be five SI points for every three points increase in audience rating. Dr. I.Q. also falls within the top class of high SI pro- grams. Quiz shows, according to Deckinger, receive 11 points more than the average program commercial identification. Dr. I.Q. is beyond question a quiz program. Thus, the program profits because of the type of program that it is. the number of commercial mentions in each broad- cast, the length of time it has been on the air, and the rather substantial rating that it usually receives. Next to Dr. I.Q. in the Februarj Hooper Sponsor Identification report is that program which has had a con- tinuous record of commercial associa- tion in the minds of Mondax night's dialers. Lux Radio Theater. Lux's high sponsor rating is no accident. Using the name of the product in the title of a program insures 18 more points than the same program would have received without the product <>r firm name being used. The Lever l5iotheis"-sponsored hour drama lias a long flistor) of entertaining in the home (over 13 years I. it uses straight and star-endorsement commercials, it frequentl) is the numbei one rated 22 SPONSOR e 'Top ten" rati io sp onsor i dvn tifi vat ion vs. Mi o op erat i 1 1 a s Februar y, 1949— (36-city random telephi 3ne home sample) Rank Program Sponso tdentifical ion Rank Program Program Hooperatings 1. Dr. 1. Q. 86.7 1. Walter Winchell 28.1 2. Radio Theatre 86.3 2. Fibber McGee & rv lolly 26.6 3. Bob Hawk 80.9 3. Radio Theatre 25.1 4. Godfrey's Talent Scouts 80.2 4. Jack Benny 25.0 5. Fibber McSee & M ally 78.1 5. Bob Hope 21.0 6. Double or Nothin g 73.4 (D) 6. Godfrey's Talent Scouts 20.8 7. Telephone Hour 73.2 7. Duffy's Tavern 19.7 8. Give & Take 73.1 (D) 8. My Friend Irma 19.6 9. Grand Slam 72.7 (D) 9. Amos 'n' Andy 18.9 10. Welcome Travelers 72.1 (D) 10. Stop the Music 18.8 [D) Daytime program program on the air. That all adds up to top commercial impact. For Febru- ary 86.3% of Lux Radio Theater lis- teners were able to tell Hooper tele- phone checkers that Lux I or Lever Brothers) sponsored the program. The fact that program is aired for an hour increases its opportunity of establish- ing the name of the advertiser or his product. There aren't enough hour programs on the air for any research study to prove conclusively just how much more identification an hour pro- gram will achieve than a half-hour or a 15-minute broadcast. It is admitted by most research authorities that the more time that is available in which to place commercials, the higher the sponsor identification should be. Tobacco commercials appear to achieve 13 more points than the aver- age. That explains in part the high Sponsor Identification of the Rob Hawk program — that and the fact that it's a quiz, repeats the product name every few minutes, and has a special I lemac ) feature that sells the product name. The Bob Hawk program has an added stimulant in the fact that Camels are advertised widely in other media. According to Deckinger, "the more that is spent on a product in other media, the better the sponsor identification an advertiser receives for his air dollar." Camels spends a tremendous budget in all media. Its sponsor identification <>n the air profits from that budget. There are always exceptions to ever) rule. The fourth and fifth programs in the February 7'op Ten Sponsor Identification report do not live up to the general rules laid down by Deckinger. Arthur Godfrey's Talent (Please turn to page 40) "Top tvn " N. V. TV sponsor identification vs. iV. I'. Tvlvratinas February, 1949 — -(TV te lephone home sample) Rank Program Sponsor Identification Rank Program Teleratings 1. Texaco Star Theatre 94 1. Texaco Star Theatre 76.6 2. Arthur Godfrey's Talent Scouts 94 2. Arthur Godfrey's Talent Scouts 56.1 3. Arthur Godfrey & His Friends 91 3. Broadway Revue* 50.6 4. Broadway Revue 90 4. Toast of the Town 48.0 5. Kraft TV Theatre 90 5. Arthur Godfrey & His Friends 46.6 6. Philco TV Playhouse 90 6. Break the Bank 34.7 7. Bigelow Show 86 7. Your Show Time 32.5 8. Amateur Hour 85 8. We, the People 32.2 9. Break the Bank 84 9. Arrow Show 32.1 10. The Gulf Show 84 10. Colgate Theatre 30.2 The Broadway Revue was broadcast on WABD andWNBT. The rating is the combined audience to both channels. 20 JUNE 1949 23 An hour is long time for any performer but Betsy King wins Hub youngsters with disks and chatter Robin, spin that disk IL-iIh'* in lh<» slmlio produce «x.-|l«"* ill |ll4> llOIIH' s >$ It's difficult to trace the short-pants-and-curls set. I li<-\ diseov- buying effect of the three t" ered llial the Laker with I lit- newest. 13-year-old as;e group. That ami sometimes the mosl expensive, the) influence multi-millions "I dollars in annual spending there can be no doubt. How to H.i' li them direct!) , without buying theii allegiance, i- anothei question. For .1 considerable ^ I >;i 1 1 of years, bakers sponsored pro- grams addressed I" -mall ones, ami then discarded shows planned l"i the premium took the moppet-inspired business right awa) from tin' competi- [irectly, lion. The regulation I ncle Don. lunt Susan. 01 Sister Kate type "1 commei 1 1.1I airing liclil thr three to seven-year- old group, ami lost tliem to thrillers following the latiii year iii their lives. \ great number of these kill pro- grams still continue on the local air. More and more, however, they are being replaced with ses-ioii- that, like Houil\ Doody in TV, do not talk (low 11 to half-pints. Radios newest program t\pe to run the gamut and come through a success is the kid disk jocke\. It's difficult to put the tag "first"" on any of the youngsters who have sat before turn- tables ami talked. WOR claims a "first" for its Fiobi/i Morgan Show, which ran for a considerable period during 1948 on Sundav mornings at 8:30 and later at 10:45-11 a.m. Six- year-old Robin was listed as one of the first 15 local programs in New York \ei\ shortly after she hit the air. She s no longer broadcasting on WOR. 1 tut her counterparts are all over the nation. The latest is Retsv King, daughter of Gene King, program director of WCOP. Boston. Retsv handles a much longer session than most of the disk jockeys who have to sit on phone hooks to cue up disks. She handles the program as though it were two half-hours, from 9 to 10 a.m. She calls her hour Lei's Have Fun. and she does. Because she feels that Sundays must have prayers, she ends each ses- -ion with a prayer — one of her own — and sends her listeners off to church. The reason she has planned her pro- gram as two half-hours is a religious one. also. She' feels that the first group ol listeners -tarts for church on the hall-hour, and that the second has re- turned home from earlier services. One reason win its possible to have a disk-joi ke\ session for the young- sters is because todaj there's a wealth of recorded music, nursery rhymes, and stories especialK pressed for the just-out-of-diapers trade. Whereas a year ago a disk jockey like Bets\ King would have run out of disks to pla\ in a ver\ few weeks, today there are lit- eiall\ thousands of recordings which are not onl\ entertaining for the Miungsteis. l>ut which also have the approval of the PTA's and educators generally. When there arc plent) "I di-k- to spiii. it's logical that there will he a -olid increase in jockeys I" spin them. Bets) King's appearance on the air was an accident. \ B( ' cancelled C.oasl- to-Coasl on 11 l!n\. a network program with a big following in Ro-lou. WC.OR wanted to hold that audience, and de- cided to replace the network program with one of its own that had the same basic appeal. It was one thing t" make 24 SPONSOR this decision, and still another to create a program that would hold the critical young audience. Practically all the children who auditioned for the program went stiff before the mike. and the station was about to forget the whole thing, when Gene King finally sold Mrs. King on letting their daugh- ter have a crack at it. Although Gene is program director of the station, he is a disk jockey at heart. He held down the Midnight Jamboree at WEVD (New York) for a long time, and then moved to WOR for an afternoon period of record spin- ning. Bets\ had grown up I she's eight I in a shoyv-business disk-jockey atmosphere, and when she sat down to play records and talk about them, it yvas just as though she were mimick- ing Daddy. She doesn't go to the studio, she goes to Daddy's office. That doesn't change the fact that she feels that she has a responsibility to "her audience." She has to earn the dime a week her stint pays her I the rest goes into a bank account about which she knoyvs nothing). Recently Betsy offered 100 sundial watches to the first 100 writers of letters to her program. She received 2.655 requests from 145 different com- munities. The cards and letters were not only bids for the watch, but also included requests for favorite disks like / Luv a Wabbitt, Mickey and the Beanstalk, and Betsy's theme song, Peter, Peter, Pumpkin Eater. Betsy insisted on checking each post- mark on the letters to make certain that the first 100 writers received their watches. To the rest she insisted on yvriting letters telling them that she w a s sorry there weren't enough watches to go around. "Aftei all. -he explained to Daddy . "I can t aifo] din lose any of my listeners." It's liet>y» unspoiled quality, plus the extensive collection ol disks hum which she can choose records to spin. that has given her a higher rating than Coast-tO-Coast on a Bus yyas receiving when it went off the air. It's only a Pulse of 4.3. but that's slightly terrific for Sundays at 9 a.m. While giving tiny l>el>\ a great deal of credit, it's also yvise to keep in mind that her scripts are written by her program-director father. Also. Betsy rehearses. What she does comes na- turally, but the reason that she's such a success is because even at eight, she's a performer. .... and there's an extra factor. Dad has never forgotten that it takes promotion to build even a kid session. Burl Ives crowned Betsy "Queen of the AFRA Ball" in Boston, and that. too. was part of what it takes in show business on or off radio. The pro- gram hit the air for the first time last November, and it's growing in impact practically broadcast by broadcast. While the six and eight-year-olds make the best copy and reach the younger set, the consistent juvenile disk jockeys are the 12 and 13-year- olds like George Yarbrough on WHOO in Orlando. Florida. George is just a regular kid, a neyvspaper route car- rier who is working his way through school. He spins disks under the gen- eral title Teen Time, and appears to know more about the musicians on the records he places on the turntables than do most adult jockeys, lb- handles most programs once in a while (Please turn to page 34) W/ MONDAY THRU FRIDAYS 4 05 c'efe< * "SPOKSOS Adams Milk found Sonny Queen tops at age cf 8 Robin at 6 landed local N.Y. first 15 shows A WPIT (Pittsburgh) built juvenile disk jockey into high school contest and sold RCA disks KSAN sells Holsum Bread and aids Camp Fire girls I uspense: test-tube success Seven years of continuing analysis li«'l|> ih*li\ «»■• a top < oiiiiim'I < i;il show Charles Laughton symbolizes "Suspense" today — with mental rather than physical twists over-all Research has made Sus- pense. The weekly half- hour myster) show, with its stress on dark psychological mood and its crime-and-punishment themes, has been developed and nurtured as care- Full) as a rare orchid. Suspense has been watched over, experimented with, and carefull) built ill a collaboration between the CBS Program Department and the CBS Research Department ever since Suspense joined the ranks of web radio thrillers in mid-June of 1942. I he paj <>IT lias come in steadil) - increasing ratings and icaction scores, until the CBS mysterj package now -land- seventh in Hooper i 15-31 \Ia\ Report) and is several notches ahead of other high-rated mysterj programs like 1//. /\e,n. ('rime Photographer, and District tttorney. I he Electi ic Vuto-Lite < ompan) . sponsoi "I Suspense in radio and more recentl) sponsoi also of a paraphrased vei -ion of it in TV, has found thai the research done on the ihc.vi.imi \>\ ( IBS has .i dm-, i bearing in maintaining the high-interest level throughout the Vuto-1 .itc commercials, and in improA - in" then effei I upon the listenei . I hrough the use ol the "Little Vnnie" Program Vnalyzer, which has tested the show periodicall) on successive groups ol ten "i more listeners, the qualitative second-by-second reaction to Suspense broadcasts has revealed the shows highspots and lowspots, its strengths and weaknesses. "Little An- n ie" has also revealed, as a somewhat contingent factor in the findings, the basic success secrets of spine-tingling air dramas in general. By putting into actual practice the "Little Annie" findings on Sus- pense, rather than being content to relv on the intuitive thinking of the producers, directors, writers, actors, and agencymen involved, CBS has built for its line-up of "house-built" -hows one of the most consistently high-rated programs in radio. At the same time, Electric Auto-Lite has been able to adapt "Little Annie" findings in ordei to tailor il> commercials to the pel lected Suspense -tincture, and to use the program as a success- lul selling tool. from the beginning, the myster) show was buill around the definition ol the word "suspense" as given l>\ < BS resean h man I h . ( lei hart \\ iebe. Vccording to him: "Suspense is the feai thai a specific crucial and un- pleasanl evenl will occur." This was carried out in the first Suspense broad- cast on 17 June 1942. \t that time. even the CBS program executives were not too sure a> to the exact path thai their new sustainer would follow. There were several things that had to be determined before the series was much older. Accordingly, a few broad- easts after the debut, the program was put through the paces of the Program Analyzer to see what would come up. Reaction to the broadcast generally was slightly below average. The script, an action thriller entitled Will You Make A Bet Willi Death/, held the interest of the listenei panel, but several things turned up in the findings that were to form the basic guide for Suspense that is still being used. fin one thing, the program's open- ing was too involved. Mystery pro- grams, the findings showed, have to star) quickly, grabbing the listener and holding him glued to hi* chair. Suspense was opening with a "■mood" introduction and billboard, then there was a short break in which program plug- 'Suspense was then a sustainer I were given, following which there was a virtual repeat of the opening gim- mick: linallv. the show started. \- a resull of tin- dis< ov ei \ . the second introduction was dropped, shortening the amount of time it took to get into the actual stOl J poi lion. In checking the results on the re- mainder of the program, several other findings were to make chances in 26 SPONSOR Suspense and to form a guide for similar mystery shows on CHS. It was discovered that changing the mood in the earh part of the program I i.e., breaking for a commercial I be- fore the basic mystery mood had been established left the listener cold and "out of key" with the show. Also, it was found that the '"setting"' of the story was important, and if the nar- rator didn't immediately set the scene in which the major action of the plot started, rather than making general remarks about tbe background for it, audience interest again dropped. In practical terms, the scene set during the script of Will You Make A Bet II i lit Death:' was first of all a general description of Coney Island, then a specific, later description of one of the amusement houses there. The re- actions of the panel showed that it was difficult to "focus con e< tl\ on a u ide panorama, unless the picture was drawn in term- ol a specific location. Above all. the panel reactions show- ed, a stor\ of the Suspense-type has to move quickl) to establish a hero in action with whom the audience can identify itself. (Soap operas do tlii~-. although over a much more extended period of time. It is i oi the majoi i Please turn to page <>1 i Audivnvv reaction on "Suspense" seven i/ears aao 10 12 14 IB 20 22 24 26 28 30 1 m It "■'; •^mn. > i ' j^nmBmjgn^nuMMmuumnmmjmnjHuuj^ Offt. Cdit Cloilno, When CBS first introduced "Suspense" it was a fast-growing action-packed mystery melodrama. . In the first audience-analyser test, one of the leads was Lesley Woods, top non-name radio actress Audience reaction on "Suspense" seven years later 0 — p~ 2 4 H ' 1 6 1 , | ,i 8 10 ir r-ri 12 r~n — t~ 1 1 1 ' i 11 8 20 1 1 1' 22 IT -IT 24 26 it i T r 28 30 Jl [ I in T — | 70 L_ r i — -41— ' 1 1 1 1 "" iT T [ -r •J 50 2 j— [ 81 I ~ o ' ■ 1 1 < . -f f\ 30 /^^W «-> \ / \ , Jf •^" v\ or / cs-. (r f \l ; AP ROVAL 1 \ \ Til t 1 1 1 L 1 - 1 N 1 nraJjMi J vt\- II. .1 ' _!._■■ J III ii ■■ ■■■IB! 1. 1 11 30 ? i i 1 40 S z i « e r dn Z< TREND OF LISTENER REACTION! omm'lj T«l«phon« '. Hal«n On Middle %/ He I Op.f.tot ; The Pnon, Bra.t 5 Arr Optrmg z Z D..CUII Che-le f~ Ann. j S.tond N.„.l i Ch.rl.i Z Co When the survey (left) was made, "Suspense" was a mental mystery with Hollywood names playing the leading roles. It was Ida Lupino (above) who held her radio audience suspense-bound when the audience reacted as indicated (left) (JilgP f ^f 1] ]' 1 ■ ^ 1 ii' BUD BALDWIN DROPS A BEAN FOR EACH GALLAHER PROGRAM IN DRUGSTORE CRYSTAL AS A. E. WOLAVER COUNTS 15,000 liiilliihcr selects its audiences IK'lYloil ilrug < li.iin lias sponsored l.*».OUO programs in ion years aini<'- cause that's how ideas affect ad- managers when the) think the) have something "hot" and are trying to figure \\ hat to iln about it. Wolaver had been spending a siz- able chunk "I mone\ for Gallaher I )i ii- i '.<>.. I )a\ ton, Ohio, chain, in two local newspapers and a shopping guide. \- of L939, results were good. Wolavei reasoned, however, thai Galla- her stores had products to sell house- wives, husbands, young people, old people everybody. He visualized a campaign that would reai h out more specificall) to these groups than did his printed media. The agency. Hugo Wagenseil and \s- sociates, of Dayton, agreed that radio could h. It sounded reason- able to Gallaher, too but the) decided against expanding the current liudgel. which the) felt corresponded adequate ]\ with the sales picture. The) also derided against cutting the hudget for newspapers and shopping guide, which had alread\ proved they could do a good job. Radio shows that would automati- < all) select their audiences, audiences that would let Gallaher pin-point their advertising message-, seemed out of the |'ii lure for 1939. But Wolaver had something in resei \ e. The compan) agreed to test radio ii some of their suppliers were willing to share the cost with cooperative al- lowances. It wasn't the common prac- tice in 1939 that it is toda\. hut Wol- avei knew what he wanted. He soon lined up a small group of suppliers and arranged a program of announce- ments to be aired on two five-minute local news show S. This beginning immediatel) made itself fell in prestige and increased sales for the products advertised. Al- most from the lirst. druggist- in the WIIK) and WING listening areas, in addition to those id the Gallaher chain I now 28" stores in Ohio and neighbor- ing states I. reported increased sales of the lines ad\ertised. The two Gallaher news show- rolled up such speed) and impressive evi- 28 SPONSOR dence of their impact that other sup- pliers were willing to share costs of continuing campaigns that quickl) realized Wolaver's plan to hit each group of prospects with a program specifically designed for them. The job of planning and scheduling programs to reach various bin in jz groups was assigned to the agency. The) have planned and supervised the broadcast of more than 15.000 Galla- her programs since 1939. Newscasts predominated during the war \ ears, but the current schedule reflects a wider variety of interests. The six-a-da) schedule of shows gets underway at 8:15 in the morning with The Song Shop, followed 1>\ Hello For Dough at 8:30. The opener features organ melodies by the WHIO staff organist. Tonnm Dunkelberger. and light comedy patter by Hud Bald- win, impersonating the boy from Galla- her's stock room. Song Shop concentrates mainly on selling the breakfast specials at Gal- laher fountains, vitamins, and other merchandise appropriate for the morn- ing hour. Hello For Dough is a tele- phone quiz-giveaway addressed pri- marily to the housewife, although the questions on it are of general interest and not slanted at the field of home- making art. When Gallaher opened a new store in Xenia. Ohio, all out-of-Dayton quiz calls were made to Xenia for an entire week as part of the promotion for the new store. Limited use has been made of out-of-town stations for special pro- motions. The chain has sponsored daily programs on WSAZ. Huntington. W. Va.. and WIZE, Springfield. Ohio. These were not cooperative efforts, but were paid for entirely by Gallaher. The WSAZ show, Man On the Street. was highh productive for the Hunting- ton store, but stores at Ashland. Ky.. and [ronton, Ohio, who were sharing the cost, didn't feel they got propor- tionate benefit, and the program was cancelled. Toda\. all six regular broad- casts are over the Dayton 5,000-watters WHIO and WONE. Housewives are still the main targets at 1 p.m. when Gallaher presents All Ohio Neivs, based on state, regional, and local reports. At 1:45 Remember When appeals to older folks who like to reminisce about '"the good old days." It features hit tunes of yester- year, nostalgic notes on "remember when, mention of wedding anniver- saries, with chocolates for the longest- married couples. {Please turn to page 64 1 Appval: ntanru far housewives Gallaher uses "Hello for Dough" to reach the lady at home during the day in a successful campaign to sell all her drug and household daily needs from Gallaher's Appeal: late news Sat' menfalk Just before Dayton's Ohio turns down the covers for bed, Gallaher reaches men with a "Tomorrow Morning News" especially for those who won't wait for I I p.m. cast which most stations have Appeal: tanes tar teenagers Broadcast in the afternoons, | Song Shop is addressed to the high-school set, for their soda dimes are important to drugstore business in 1949 Appeal: metnarg tintv far ahlstrrs Because all ages shop at drugstores, Gallaher pin- points every message to a different group. "Remember When" has a great following with folks who have cherished memories, want reminders I. IT'S YOUR LIFE" (WMAQ) GOES INTO LA RADIDA SANITARIUM TO INTERVIEW PATIENTS VIA BEN PARK AND TAPE RECORDER rn [he public service approach Hon* i overlook I ho ooiimior<*ial possibilitii fcs of programing in I ho piihlir inloroNl • Prestige needn'l be without profit. That's the enlightened \ iew of communit\ •conscious advertisers who have learned that pres- tige without listeners does little for them or foi the coimnunits. Sponsors ii e dated who >till tliink the) have i" pa\ foi coimnunits k in I < .- I.\ boiini: listeners. On WFDF, Flint, Mich.; \\ Mill). Peoria, III.: WPAT, Paterson, N. J. . . . on stations everywhere, spon- sors are pro\ ing thai sheer informa- tion needn i plaj to dead air, thai it half-hour on WMIU) for Kitchen Party, a women's service program. The women's service type of pro- gram is an ideal vehicle for broad- casting useful information. Women like to know, for example, where to SPONSOR . 2. An expectant father learns to take care of baby for "It's Your Life" 3. Park and Don Herbert are instructed on operating room etiquette buy food specials at money-saving prices, what educational or semi-educa- tional events at libraries, museums. universities, and other institutions are available to the public without charge. etc. The things that really serve an audience get an audience. Wire and tape recording make easih possible realistic presentations of peo- ple in action on their jobs. All the lectures ever delivered on safety, for example, or how fire and police de- partments work, can't do for public comprehension what a producer can do with a recorder on the spot. One safety campaign reversed the bawl-'em-out and give-'em-a-ticket ap- proach. During the drive, traffic offi- cers halted drivers who complied most perfectly and cheerfully with routine regulations. With station reporter and recorder on hand, the officer explained the safety point involved and presented the motorist with a pair of tickets to some outstanding local entertainment. These recordings became part of a sponsored program. One sponsor gets amazing listener- ship to a program which merely lists the items left on local busses during the previous day. One proof of the program's effectiveness is that in this particular city only five percent of such items go unclaimed. In other cities the average is 75%. More than 600 stations carry programs featuring some kind of community service, but not all are sponsored. The community-service angle is not so obvious in many programs and promotions as in Johnson & Johnson's award-winning It's Your Life. But properly handled, a series such as WPAT's (Paterson, N. J.) Most Hand- some Policeman contest can do much more to popularize and gain under- standing for police services than a merely academic recital of them. Prentis Clothes, an organization with stores throughout Northern New Jer- sey, not only increased sales at all stores through this sponsorship, but virtually put one failing outlet back in business. Sales at this outlet, once thought to be badly located, have held up well. Sponsors on the same station co- operated in contests to select the most popular ex-GI couple and the most popular sweetheart. The first series, by focusing attention on the families of returned GIs, renewed the con- science of the area, according to local service organizations, on their prob- lems of economic and social rehabili- tation. The second series brought moving evidence in contest letters of the high appreciation of young men for clean romance and modest virtues in their sweethearts. Churches and civic or- ganizations praised the series for dem- onstrating that such thinking was still a lively force in modern romance. Both sponsors. Barney's Furniture Store (Paterson) and Abelson's (Northern New Jersey jewelry chain i. did record business as a result of mak- ing possible these popular events. In contrast to the relatively brief but intensive Most Handsome Policeman promotion is the regular Tuesday 6:45- 7 p.m. broadcast of The Singing Cop ( Please turn to page Pol Kansas City Oil adds a traffic safety feature to its program on KCMO "Handsomest cop" build listenership and sponsor results for WPAT 20 JUNE 1949 31 Klmlio fills t In yap . . . When presses stop rolling During m-w spaper stoppages, advertisers learn anew the power of the air Gunnar Back reads comics and Arch McDonald news on WTOP Newspaper strikes occur throughout the country from time to time. They are broadcasting's verj spe< ial opportunity to prove just how effective radio is as an advertising medium - just what place it holds in the live- of the area i- sei ves. The period of a newspaper -hike covers lush days for broadcasting. If the strike i- long enough, as was the Seattle strike (November 1945 through part of Januar) 1946), advertisers have enough experience to learn how to use the medium and stay with it. to a limited degree, for years after the -tiike. If it- a short-lived exodus of newspaper workers, ver) little adver- tising stays with broadcasting. That's for two reasons. The newspaper adver- tisers have contracts which make it good business to staj with the black- and-white medium. The) frequent!) ha\e agencies that are not radio- minded, and therfore do nut use broad- cast advertising too well during the till in period. It must lie kept in mind that stations an- usuall) fail l\ will sold out in their choice spots before a newspaper strike. Mm'-, when newspapei advertisers rush t lulu loi open t ime, the) can onl) ex- pe< i open time. I he most recent newspapei -ti ike 32 took place in the nation s capital. It was a two part affair - a one day warm-up. 6 April, and a three-day fol- low-up. 11-13 April. The warm-up took most of Washington radio by surprise. Several agencies had been tipped off that there might he a walk-out. hut it seems that there was only one radio station which was sure it would hap- pen. Kvcn newspaper-owned stations were completely in the dark, until pressmen did not show up Tuesda\. ."> April, between 7:30 and 9 p.m. to make read\ for early Wednesday a.m. editions. At 8:30 p.m. Tuesday Harwood Martin of the agenc\ of the same name p.m. Result : ten -al<- of a $28 coat item directly SPONSOR THE RACKS WERE BARE THROUGHOUT WASHINGTON, D.C., WHEN PRESSMEN DID NOT GO WORK ON TWO OCCASIONS traceable to the two spots. Another Kaufman success came with using TV for Raleigh Haberdasher. They turned to WNBW I NBC-TV in Washington I and bought j participa- tion on the 6-6:50 p.m. scanning. The item was a $9.50 men's nylon shirt, never seen before in D. C. on or off the air. The black-ad-white ad bad been scheduled to run in newspapers that didut appear on the streets. All that Kaufman bad done in the partici- pation spot was to have the black-and- white ad pasted on a board and scan- ned during the time the announcer was describing the product. Result: 28 shirts sold the next day. directl) keyed to the video spot. . . . and it isn't easy to sell a $9.50 shirt even in Washington these da\ s. from eggs to women's shoes radio did a selling job - and so did T\ . Safeway Stores hadn't used radio be- ( Please turn to page W > 20 JUNE 1949 33 I SPIN THAT DISK i Continued from page 23 I when a guesl spol seems t" demand it. \\ hile it's parents to whom most juvenile opportunity hours appeal, thev also have an extensive audience among the three to 13-year-olds, man) of whom have performing ambitions. There was a time when most of these opportunity broadcasts were presided ovei b) adults and the) still are in man) cases like the ver) successful Horn and Hardart Children's Hour, in Philadelphia (WCA1 i and New York (WNBC). It was no accident how- ever that the New York program seemed much more entertaining to the voungsters wlii-n Id llerlihv was on a vacation and one of the older young- sters on the program took over. The broadcasts weren't as finished produc- tions in the adult eyes, but their ver) raggedness was just what the undci-l". ordered. I he of-for-and-b) quality is w hat makes man) of the kid revues success- es. Twelve-year-old Richard Leone, inc's WHOO's Tom Thumb Follies for an age group that runs slightly beyond 13, but Orlando's kids love it. Talent presentations do not depend upon pre- miums but on entertainment at the level of juvenile listeners. They also depend on the know-how of the adult who auditions the talent, writes the continuity, and mothers the brood. In the case o| Tom Tliumh Tollies, it's Mrs. Frieda lliltcm. who not only knows and trains the \oung idea, but who has worked foi a number of years at radio stations. In other words, when she selects someone for the Follies she's thinking just as much about how he'll sound in the home as she's thinking about his native talent. I hat s wh\ Sears sponsored the pro- gram for its kid clothes department. The Wilson Shoe Stores also found that Tollies sells shoes to the entire famil) . It is generall) admitted that nothing n ai hes all members of a home better than a good talent opportunit) pro- vi am. There s nothing worse than the same type ol program without talent. In a numbei ol i ases di amatic schools have eithei pun hased time oi else sold station managements on presenting .1 juvenile program ol the students of the school. In al leasi hall of these cases the pi ogi ams \i&\ e di ,m n an audience completel) composed "I rela- tives of the students. Sponsors are warned to avoid kid programs where they've been put together bv a -ehool unless the school is exceptional. It's virtuall) impossible to satisfy anxious parents who are paving tuition and the great radio audience too. Another popular device that bits a universal yen among the listening blue jean set is the junior disk jocke) con- test. These sweepstakes can be simple or thev can be complete promotions like the one that Ketchum, MacLeod & Grove dreamed up for their client Hamburg Brothers, RCA distributors for Pittsburgh, and a RCA dealer, the Record and Gift Center. The junior disk jockey competition is paid for three-vvavs. co-op funds from RCA, Hamburg, and the dealer. The KMG agenc) plan, which bad to be good since it competed for the high school and younger audience with an- other disk jockey's program that had a faithful audience, involved a regulai Junior \chieve incut-like corporation. There is no monev involved, however, and each stockholder is entitled only to one share of nontransferable stock. The corporative title was Sponsor and there were stockholding units in ever) high school in Greater Pittsburgh. Each highschool unit elected a mem- ber of the board of directors, there were weekly competitions for the disk jocke) of the week, who was paid the regular union scale for the job. A regular little newspaper called Spon- sor! was published, mystery tune- were included on the program, and everything promotionwise was planned to make this daily program some- thing terrific. This junior disk jockey plan was com cived for a very special reason — the youngsters today buy far more popular disks than any other consume! segment. Disk jockeys always sell re- cords even when they're sponsored bv other than music stores. When there's a well conceived direct tie-in with re- cord selling the results can be out- standing. A ver) special factor in a junior disk jocke) promotion such as Sponsor is the fact that an advertiser need not Inn time on the stations in tow 11 w ith the highest rates. Independents, like Pittsburgh's WPIT. do a real job for music sponsors. That's what they're made of music, news, spoils, and music. Not all juvenile disk jockeys have young audii nee-. Frequently, il they're like \1111 ( arter, Warners Bros.' star- let, thev'll icach a more adult audience and the kids listen onlv when their tvpe of music is aired. Ann's session of K.FWB tended to showtunes instead of kid tunes and although Ann usually talked about what she thought the composer was trying to say with bis music, most kids aren't interested in another kid's reaction to a tune. The) know what the) think and unless the record spinner has something very hep on the ball, the kids turn a deaf ear. A typical Ann Carter Presents session had Bing Crosby's Easter Parade. Spike Jones' / a It anna Buy a Bunny'.''. Neelv Plumb's Spring Tonic and Jo Stafford's and Gordon Mae- Rae s Bluebird of Ha]>piness. Sixteen- year-old starlet Debbie I!ev nobis, who also spins records on KFW I>. picks disks that also hit at the older age group-. \ typical Reynolds spinning session used Ella Fitzgerald's A Tisket a Tasket. Gordon Jenkins' Again, Frank Sinatra's Bop Goes My Heart, and I'leimv Goodmans Spring Son±. The combination of a fresh un- sophisticated approach to disk spin- ning is fun — for adults. The younger set are fresh themselves and not too impressed with seeing themselves mir- rored on the air. Thev do however go for disk juries of their own age who sit down and -av what the) think of popular tunes and artists. This approach to a re- corded music session is very popular with the eight-to-eighteen group. It's a very simple commercial musical pro- gram formula. Take a number of new disks, mix a few hep youngsters — and a musical guest now and then. Let the music, kids, and guests, speak their minds and the result is good listening. It naturally requires an mc who knows how to keep things going, but the mc doesn't have to be a MeCafferty on a juvenile disk forum. Let nothing in this report delude sponsors into believing that the simple combination of youth, disks, and an experienced jockev is a guarantee of commercial success on the air. 'Taint so. The ingredients are all there but unless they're well mixed by a pn>- ducei who knows how to keep things going, who can make the kids act and sound like kids, it all can be a huge w ,i-te of time and monev . Even if it's a good show, it still can be a waste of time without adequate promotion. Martin Block is a top flight disk jockev but be can -how \ou his scars, failures on the air. too. * * * 34 SPONSOR Not One . . . Not Two . . . But THREE TOP-FLIGHT DISC JOCKEY on CKLW 14~* THE TOBY DAVID MORNING SHOW • From 6 to 9 a.m. daily, Toby David's versatile music-with-comedy routine has won him a high morning rating in the Greater Detroit Area. He has proven, again and again, his ability to move merchandise off spon- sor's shelves, fast! EDDIE CHASE and his MAKE BELIEVE BALLROOM • Afternoons, 3:30 to 4:45 and evenings 6.30 to 7:00 Eddie Chase's inimitable Make Believe Ballroom . . . of latest recorded dance tunes in a realistic ballroom atmosphere, has ranked him one of Detroit Area's top salesmen. His show listens smoothly with the public . . . and packs a sales punch with sponsors! HAL O'HALLORAN'S DAWN PATROL • From midnight to 4:00 a.m., O'Halloran — a star of National Barn Dance fame — amuses a big audience of stay-up-lates with request record- ings and an agreeable brand of folksy humor. Participation in Hal s show means sure-fire results at down- to-earth cost! in the ArVd800 kc. • Many advertisers have already climbed on the bandwagon, due to the increased ratings of these shows. More will also line up under our new 50,000 watt power! CKLW Guardian Building, Detroit 26 • Mutual System National Rep. Adam J. Young, Jr., In;. Canadian Rep H. N. Stovin & Co. 20 JUNE 1949 15 SUCCESS! That's why WGAC is on most important lists. Here are just a few of the ho icie uie |usi u lew 01 i many spot radio users w,,, nH th«» WGAC combina find the WUAL combim tion of coverage and se ability profitable. • Ajax Cleaner • BC • Brock Candy • Brown Mule Tobacco • BQR • Camel Cigarettes • Carter's Pills • Cashmere Bouquet Soap • Colgates Dental Cream • Doan's Pills • Duz • Griffin Shoe Polish • Grove's • Hercules Powder • Ivory Soap • Kools • Mrs. Filbert's Margarine • Nabisco • Obelisk Flour • Oxydol • Poligrip • St. Joseph's Aspirin • Tenderleaf Tea • Vel • Vicks Let us tell you why WGAC is one of the nation's lowest cost salesmen. A million people served largely by one station — WGAC 5,000 watts— ABC— 580 KC AUGUSTA. GEORGIA . . . AYERY-KNODEL . . . RTS. . .SPONSOR REPORTS. . . SPONS, -continued from page 2- Color-TV talk only hurting visual broadcasting in general Despite all talk of color-TV and adapters which are said to convert monochrome television sets so that they can receive pictures in full color, truth is that such converters at present would cost more than many current black-and-white sets on market. There will be no color-TV for the home for at least seven years, and most authorities think ten years would be more accurate estimate. FMA tries tearing down AM to build up FM Frequency Modulation Association is now attacking standard (AM) broadcasting in hopes this- will help FM acceptance. ABC network was recently slapped for cutting down FM broadcasting hours in Chicago, and AM was characterized as "diminishing medium." It all adds up to hurting radio broadcasting, which is still air's number one advertising medium. It's true that AM broadcasters didn't help FM along the road, but nothing is gained by tripping further. Selective broadcasting fairly consistent throughout 12 months Selective broadcast advertising placed on market- by-market basis varies only two points throughout year. Top month finds 9.30% of annual business placed, while low month has 7.48%. Kate Smith tries disk jockeying for ABC on Monday nights Despite consistent failures of transferring disk jockey appeal to networks, Kate Smith and Ted Collins are going to try it again, this time for amazing stretch of two hours each Monday night starting 4 July. Program will be aired Mondays 9-11 p.m. over ABC. Kate's MBS shows continue, at least for time being. Big attendance at foreign- language program clinic Indicating the importance of programing for seg- ments of radio's audience, nearly 50 station men attended WOV-inspired Foreign Language Broadcasting Clinic at Hotel Roosevelt 15 June. Stations are getting over idea that they must be something to everyone and are now thinking of being everything to some listeners. Foreign-language audience is faithful plus. 36 SPONSOR $1,000 for "MIKE MYSTERIES" AM jo.ooo v*"9 . CBS *fF"-'» WCAU Mr Lang ?ier^ Feature .^orth re Steins »a stre «-,« York la. Convicted of Stealing Audiences, Killing Competition and Beating High Costs "Mike Mysteries" is a 15- minute "Network Calibre" show (5 times weekly) worth a minimum of $1,000 per program. Yet, it is available to local and regional spon- sors at station time plus a small service fee. What a re- ward for sleuthing sponsors! DESCRIPTION "Mike Mysteries" combines murder, mystery and music. Each show includes a 2- minute "Whodunit?" written by Hollywood's ace mystery writer, John Evans. Listeners are held in suspense await- ing the solution until end. "Mike Mysteries" is a member of the fabulous Lang-Worth gang, including "The Cavalcade of Music," "Emile Cote Glee Club," "Through the Listening Glass" and 14 other pro- grams equally guilty of steal- ing audiences for over 1,200 advertisers. Information leading to the capture of "Mike Mysteries" may be had from your local Lang- Worth subscribing station or its representative. of The Vfeis New Dear your we are in P^me are Par prove f pal un1 programs, inr. STEINWAY HALL, 113 WEST 57TH ST. NEW YORK 19. N. Y. Network Calibre Program at Cecal Station Cost A The Picked Panel answers Mr. (vionlano In reply to this question, may I respond with an- other question: \\ hat has gone wrong in the I nited States to permit the sup- pression for over ten years of the h e s t form of aural broadcasting known.' There is much enlightenment in the hearings held by several Congressional committees that have looked into the happenings in the broadcast field dur- ing the past ten years. Briefly, how- ever, the reason FM has not made more commercial progress is this: Before the war FM was a highly competitive, fast-moving threat to the \\l system. It ua> progressing at an « - v * - 1 i in ica-iiiu rate that could not be slowed down b) anything short o| war. Tin- four-\cai w.n period enabled the I ederal I Communications < lommission to take the engineering of the system ,,ui of the hands ol the men who built the ait and to redesign it according to its ow n ideas. tine ol these ideas consisted in mov- ing I'M from the band where it was operating successfully, on tin- ground there would be "intolerable interfer- ence" if I \I sta\ed there. \ 9econd Mr. Sponsor asks... rFM is a superior form of broadcasting, vol thus far it hasn't become an efficient national advertising medium. Why?" I Sales and advertising manager v i D J c I D V. La Kosa and bons, Inc., Brooklyn idea was the imposition of the "single market plan," which had the effect of destroying the coverage of the princi- pal pioneer FM stations by cutting down their power to a few percent of what the Commission had already authorized. The net result was to remove FM as a serious commercial threat to the established AM system, reducing it, for the time being at least, to a mere adjunct of the existing system. The whole matter has been sur- rounded by a series of extraordinary circumstances. In 1945. the then chairman of the FCC informed mem- bers of Congress that FM must be moved from the channels where it was operating successfully because of "in- tolerable interference."' Into these re- gions of 'intolerable interference" was moved the television service — a service at least a score of times more vulner- able to interference than FM. The ex- planation given in 1945 was that tele- vision was to be in these channels "only temporarily." Now comes another FCC chairman urging all broadcasters to get into tele- vision on these same channels before it is too late — that television will be in these channels permanently. It is "engineering"" of this sort that has hampered the de\elopment of the FM system. Other reasons were suc- cinclK staled in the remarks of Con- n—man Walter of Pennsylvania, printed in the Congressional Record of 12 April: "FM has been obstructed, stepped on. blocked, or ignored lioni the start by some of the big interests in \M radio and In the Federal ( iommutiications < !oinniission. However, despite the fact that it was impossible, after the change in fre- quencies, to obtain adequate high- power transmission for over two years, and despite the fact that sensitive, in- expenshe recei\in» sets ret pi i red near- ly three years before quantity produc- tion could be obtained, the time has now arrived where the superior serv- ice and greater coverage of the FM system are about to be demonstrated to a large part of the population of the United States. Edwin H. Armstrong Xch York FM being a de- finitely superior form of broad- casting, it has been hampered mainly by the numerous weak crutches of low- powered interim operations which have been more detrimental to the FM industry than any other one thing. Now that the pressure groups are realizing the unlimited possibilities of FM, due to the coverage, quality, etc., the wax has been paved for high powered FM to do the job. This, in my opinion, will be accomplished in a very short period of time. With the stepped-up production of low- priced quality FM receivers, including FM automobile sets, the outlook foJ the I'M industry at this time is indeed verj bright. Ki.oisi Smith 1I\nx\ Preside/it llirmintiham liroatlrastiiii: < <>. Birmingham, Ala. 38 SPONSOR FM is a superior form of broad- casting, and it is an efficient me- dium for na- tional advertis- ing. The fact that this unsurpassed method of sound broadcasting i s not being used for national advertising on a scale similar to \\l usage does not in any ua\ lessen its efficiency as such a medium. Consider facts and we see that FM is the bright spot in the broadcasting picture. There are more than 750 FM stations now in operation, consisting of 728 commercial FM stations and an additional 30 or more educational FM stations. These commercial FM sta- tions, in addition to covering the more densely populated urban areas, cover as well considerable rich rural and agricultural sections. Boiling this down into more specific terms of cov- erage: there are more than 100,000.- 000 people — better than two-thirds of the total population of the U. S. — who live in 451 cities served by FM sta- tions. And this coverage is the same day and night since FM signals are unaffected by nighttime atmospheric conditions that interfere with the trans- mission of AM signals. The cowrage is there day and night and it is there on static-free, interfer- ence - free, superior - coverage basis. And don't take my word for it. FCC chairman Wayne Coy in a re- cent speech said he felt encouraged by the growth of FM; that FM will con- tinue to grow: that FM will not be squeezed out by television : that the nation will continue to require sound radio service; that the best sound radio service is FM; that millions of people can be reached adequately only by FM; and that it is becoming in- creasingly important for ad\erti?-cr* to reach the FM audience. Concerning the latter, Coy empha- sized: "Millions of people can be reached by an adequate signal only with FM. Those millions are con- sumers who are becoming increasing- ly important for advertisers to reach as the tempo of American merchandis- ing is stepped up." One of advertising's basic prin- ciples is: "You've got to reach 'em to sell 'em." Radio advertising is also (Please turn to jxige 68/ 20 JUNE 1949 Watch the New WDSU No other New Orleans station is doing so much, for so many so successfully! Televised for the First Time! The World Famous Mardi Gras (Sponsored by General Electric) "New Voices" A Simulcast (AM-TV-FM) Series. One of the many new WDSU Productions. (Open for Sponsorship) 39 RADIO FILLS GAP (Continued from pog< fore the strike for a long time. Il featured white eggs for Easter dyeing and sold out following one day's radio Featuring of the special. It ma) not seem that Easter is "I much moment to a drug chain, hut it is. Easter business must be high, or else the sales trend suffers. People Drujj Stores is the dominant chain in Wash- ington, it had. several years prior to the strike, used no radio. Came the pressman walk-out and it used WOL, WTOP. WWDC and WWDC-IM Transitrad io. Business held up. It wasn't only the local-retail accounts that switched for the strike period to radio, but some national ad- vertisers also bought special time. Hor- mel was one of these, buying as main as 11 announcements <>n a single sta- tion through BBD&O. WHAT STATIONS DO WHEN PRESSES STOP IN 4 JULY ISSUE No other station — CJiicago or elsewhere — COVERS South Bend . . . only WSBT does that ! Sure, other Stations Can be heard in South Bend — but the audience listens to WSBT! This station always has been, and still is, the overwhelming choice of listeners in the South Bend market. No other station even comes close in Share of Audience. Look at an\ South Bend Hooper lor convincing proof. SPONSOR IDENTIFICATION (Continued from page 23) Scouts has 80.2' < of its listeners testi- f\ ing to the fact that the program is sponsored 1>\ Upton's tea and soups. Talent Scouts isn't an old timer. It doesn't indulge in any commercial gimmicks — Godfrey does the commer- cials in his "straight" Godfrey way. There s no attempt to get the name "Lipton" in every Godfrey gag. The name "Lipton" isn't in the program title. The program ranked fifth in Spon- sor Identification is Fibber McGee and Molly. Like Godfrey, its high SI is due to the personalities on the pro- gram. . . . the Jordans and Harlow Wilcox. It's Wilcox who does the selling but the fact that he's built into the program has made "Waxy" possi- ble. Of the second five in the SI Top Ten. four are quiz programs and give the sponsors" tradenames a constant plug. Since they all are giveaway pro- grams, they disprove the theory that giving away a number of tradenamed products on the air reduces the im- pact of the sponsor. The four are all daytime programs, which belies another theory, i. e.. that women don't listen intently during their housework hours. Program number seven in Februarj SI rating is the Telephone Hour. With the exception of the fact that it has been on the air in the same spot for a number of years, and has the adver- tiser's name in its title, it just doesn't adhere to the high commercial impact tenets. Programs don't stand still in their Sponsor Identifications. Despite the fact that the Aldrich Family has de- lis ered a loyal constant audience for out ten \ears. a \ear ago February it's SI was down to 35.8. The "coming, mother"" coined) drama has always had the same sponsor, General Foods. It seldom has been announced as a GF program, because it has had to sell not the corporate title but a num- ber of GF products. It was also used to sell two or three different products per broadcast through the cowcatcher i before program announcement) and hitchhike (the past program tag) routine. ( ,1 has decided to permit concentrate on Jell o PAUL H. RAYMER COMPANY 5000 WATTS NATIONAL REPRESENTATIVE Currently, Henrj to Puddings. Result? I lie lldrit h liunih SI has increased 40 SPONSOR This new book for radio station managers, promotion men and sates reps tells how to get maximum sales results from station promotion SPOT RADIO PROMOTION HANDBOOK 64 Pages, bk. n. $100 Here is a straight-forward report of immediate and momentous interest to you. It tells how advertisers and agencies say they select stations for spot radio advertising . . . interpreted in terms of spot time selling and promotion. These are your prospects and their agencies speaking In this new Handbook, important consumer ad- vertising and >ales executives, agency principals, account executives, media directors and time buyers take spot time selling and promotion apart. They pull no punches, but they point up clearly, not just its weaknesses, but also its inherent strengths and its often unused poten- tials for helping you sell more time by helping advertisers select your station whenever it offers them what they are looking for. Here's just an idea of what you'll get out of what they say Read and study what these experienced adver- tising people say about time buying, as reported in the SPOT RADIO PROMOTION 1IAND- Bl >J 'K and interpreted in terms of spot time selling, and you'll discover . . . . . . how to keep more of your direct mail out of the wastebasket, where so much of it goes before it's had a chance to deliver; . . . how to use trade paper advertising to make impressions that contribute to selling; . . . how to do an important and perfectly timed informing and selling job with space in the buyers' service type of publication; . . . hoic to help your representatives find more time and opportunities for productive calls. The SRPH covers all major selling tools The SPOT RADIO PROMOTION HAND- BOOK shows how all the major tools of spot time selling and promotion (station salesmen and reps, direct mail, advertising in the different types of trade and service papers that rea h advertising and sales executives) serve, or can serve, specific needs of advertisers and agencies. It breaks down the time-selling job into tts component steps and shows which parts of it can be done most effectively and most economi- cally by which sales tools or combination of sales tools. It describes the sort of station and program information buyers of spot time say they want and rely on when they're comparing the differ- ent possibilities and making their final station selections. In short, the SPOT RADIO PROMOTION HANDBOOK gives you a practical, workable promotion pattern that will enable you to get the greatest possible benefit from what you spend fur direct mail and space. It would cost you thousands to get for your- self what this book gives If you retained highly competent field inter- viewers to poke around among advertisers and prospects and their agencies, you'd certainly get some very useful and objective answers to many selling and promotion problems. \,;.'. this book does exactly that for you. It saves what you would have to spend in time, money, and manpower to find out for yourself what it takes to give your own promotion and adver- tising real selling power. If you don't agree with us after you've read it, just return the book and we'll promptly refund the dollar. STANDARD RATE & DATA SERVICE, INC. The National Authority Serving the Media -Buying Function CHICAGO • NEW YORK • LOS ANGELES • SAN FRANCISCO Gives you what it would cost you, literally, thousands of dollars to get for yourself: a first-hand, up-to-date, composite picture of spot time ing habits, practices, procedures, and problems — and how you can influt them most favorably. PARTIAL TABLE OF CONTENTS INTRODUCTION — A first-hand study of users' practices and view points; The spot time selling job; The time salesman; The printed word, the salesman's helper. WHO PARTICIPATES IN SI'' 'I 1 l\l E BUYING- -Where list build ing begins; The pattern of working responsibilties ; Market selection ; S negative market factors; Budget and appropriation; Station selection. WHAT 11 TVER S SAY THEY WANT T< ' KM iW ABOUT STA- TION'S - Difference in viewpoints; What sort of information wanted most; Four major station values: (1) Coverage, Geographical Charac- teristics, economic and marketing characteristics; (2) Audience, Sta- tion "personality" plus program power; (3) Programming and pro- gram structure; (4) Production qual- ity: Product merchandising aids; Program promotion; Availabilities: Cost; A valuable time-sales promo- tion pattern. HOW TO REACH THE PEOPLE WIlo INFLUENCE IIME BUY- ING— Station salesmen and reps: Dispensers of availabilities; Increas- salesmen's chances to close; D re t mail: What do agencies anil advertisers do with it; useful infor- mation the key to successful direct mail; The radio, sales, an,! advi ing trade papers: They're all differ- ent; The buyers' service type of pub- lication: How used; Timing factor important promotion wise; Salesmen and printed word a team; Habit of use lays basis for full promotional value. CONCLUSION [ncrease sales vol- ume; Reduce unit selling cost; The research behind this book and an invitation. Order r STANDARD RATE & DATA SERVICE, INC. S-6 333 North Michigan Avenue, Chicago 1, 111. Please send me a copy of the new SPOT RADIO PROMOTION HANDBOOK. Enclosed is my dollar, I understand that you will refund my money if 1 return the book to you in ten day- NAME CI 'MPANY. TITLE.. STREET CITY /ONE ST VI 1 20 JUNE 1949 41 20.3 over Februar) L948. Whereas only .'•>.">.!!'< of the listener-- knew who was sponsoring the K/ra None opus last year. 56.15? testified that the product was now Jello Puddings. Mul- tiple products, according to Deckinger, do not cut down SI for a half-hour evening program. They did for the Aid rich Family. Another example of an improved SI is Groucho Marx's comedy qui/. Last Februar) it could only deliver 33.2^ of its audience that knew the advertiser presenting him was Klgin- \merican. This year, in February, 52.7' ( told the Hooper voices-w ith-a- smilc that Marx was selling Elgin- American compacts, an increase of 1 9.5. No) all SI s go up, not by far. Two ° I programs in the past year saw their Si's plummet downward. Red Skelton. a year ago Februar) with Kools for a sponsor (Penguins and all I. had a (>(>. '2. February of this year, with a better time on the air. Fridav. ():3() to 10 p.m.. he had a 2(>. a cool loss of 40.2 of sponsor recog- nition. The product was new for Red i P&G s Tide I and the shift from a to- Pick Up the opares WITH WAIT bacco to a soap wasn't negotiated well. Mystery Theatre for years has been a low -cost-effective-sales vehicle. Pre- viously it was known as the Molle Mys- tery Theatre, which helped establish the sponsors name. Molle. It rated 55.2 February 1948. Sterling Drug decided to move Mystery Theatre from Young & Rubican to Dance-Fitzgerald- Sample, to cut its budget, and to use it to sell a number of products, including Double Danderine. Result of the com- bination, plus a move from NBC Fri- days to CBS Tuesdays, dropped the SI from 55.2 to L8.4. Drug houses are generall) not too interested in their programs' SFs. (A reporat on this is due in SPONSOR, 4 July. I A number of other studies of Spon- sor Identification have been made by advertising agencies. These have been made not because the agencies give a greal deal of credence to the impor- tance of SI, but because the index is the onlv one. aside from Nielsen's product usage, that is available for evaluating the commercial impact of a program. Some of the studies reveal some startling facts. Among these is in- cluded the relationship between the COVERS THE PROSPEROUS WHEELING METROPOLITAN Studios and Transmitter. BELLAIRE, OHIO Wheeling, W.Va. Martins Ferry, Ohio Represented by THE WALKER COMPANY REPRESENTED BY: RADIO REPRESENTATIVES, INC. 42 SPONSOR JUNE * 12,19 Fritz Reiner JULY 24, 31 Wilfred Pelletier SEPTEMBER 4 Harold Levey ?± T HW* mmm **° '* WO »BC NETWORK 20 JUNE' 1949 43 "buy, buy, buy" and "hurry, hurry, hurry" announcements and those that just inform the listener of the reasons why she should bu\ the product. The Sponsor Identification of the former type of commercial is much lower than that of the "informative" type oJ air selling. Low program type on the SI pole is mystery, while, as indicated previously, quiz tops the rank order. Only three program t\pes deliver better-than- average Sis: quiz, coined) variety, musical variety. Five types consistent- ly deliver less-than-average commercial recognition: classical music, general drama, popular music, comedy drama, and mystery drama. There is very little relation-hip be- tween cost of program and its SI. \\ hile Deckinger reported that there tends to he a half-point improvement per thousand-dollar-of-talent cost, he also points out that his figures I 1947) revealed that Dr. Christian, with a talent cost of $4,000 a week, received a 57. and Fred Allen, with a cost of $20,000. received only a 29. To bring these figures up to date (February. 1949) Christian has a 50.4 and Fred Tirsf bg fox in the ty Mobile IMaHcrf *Hooper Station Audi. ence Index October, 1948— February, 1949 SHARE OF AUDIENCE * 8 AM to 12 Noon 31.8% 12 Noon to 6 PM 47.2% 6 PM to 10 PM 49.0% For a further breakdown, see — HEADLEY-REED, National Representative AN AFFILIATE OF THE NATIONAL BROADCASTING CO. W. O. PAPE, President I 44 .Mien a 48. 8. a much closer lineup in SI, hut there's still the great divergence in talent cost in these two programs. Current talent figures indicate that Christian costs nearer $5,000 now and that Fred Aliens figure has been shaved a little. However, even with both show> neck-and-neck, Deckinger's point continues to be good — talent cost in itself is no insurance for a better SI. Hooper has from time to time projected what he calls an Impact Rating for programs. This is a com- bination of Hooperatings and Sponsor Identification. For Februarx. Lux Radio Theater had a Hooperating of 25.1 in the 36-cit\ telephone-home survey. It had. for the same period, a Sponsor Identification of 86.3. Eighty-six-point-three percent of 25.1 is 21.7. That s how impact ratings are figured. The\ represent the per- centage of the telephone homes that listened to the program and knew the sponsor or his product. The Impact Rating does things to a programs Hooperating. The Speidel portion of Stop the Music had a 23.2 Hooper for February. 1949. but onl\ an 8.4 Impact Rating due to a low Sponsor Identification i36.4). The misidentification factor on programs like Stop the Music is many times higher than in the case of 90' < of the rest of the programs on the air. The same is true of Breakfast Club, and even Arthur Godfre\'s daytime seg- ments have a high confusion factor, due to different sponsors per 15-minute segment. Godfrey's misidentification runs as high as 26.2 for his National Biscuit 10:45 a.m. broadcast. The Philco segment of Breakfast Club had a misidentification of 25.2. Listening on Stop the Music, because of the con- test factor, is tighter than on another type of program, and the misidentifi- cation doesn't run as high as Godfrey or Breakfast Club, but it nudges them. I he Speidel seel ion i .". :30 p.m. I | each es 23.4 in wrong responses to the ques- tion, "\\ ho sponsors the program?" There has been much stress on the hypoed Sponsor Identification which results from telecasts. \\ hile there are no 36-cit) T\ Sponsor Identification figuro available, Hooper has compiled figures for New York, and thc\ aver- age onl\ ten points higher than the 36-cit) regular radio SI figures. Since \eu York is presumed to he more brand-conscious than the rest of the countrj it's nol surprising thai the T\ Sponsor Identification figures for i Please turn to page 63 I SPONSOR buy Facts about readership at COMPTON Ted Bates There's no secret about SPONSOR'S popularity at national advertisers and agencies. Its a single- purpose publication. 100' < devoted to the dollar-and-cent- aspects of broadcast advertising. Because it gets intense home readership, because it appeals to the \er\ people who are in a position to bin your station facilities, because it's an important publication you'll find SPONSOR ideal lor your national advertising purposes. Ask your national representative. Three out of every four copies (8.000 guaranteed) go to broadcast advertising buyers. An average of 10% paid subscriptions bo to readers at each of the 20 top radio-billing agencies. "SPONSOR\s the answer to a need in trade papers. Everyone here reads it that should." HENRY CLOCHESSY, Head Radio Timebuyer, Compton "SPO!\SOR\brings me 'inside' on all current, radio and television activities. I especially look forward to the 'Mr. SPONSOR ASKS' forum which puts various industry bigwigs on the spot. BETTY RUTH BRUNS, Timebuyer, Ted Bates ...and at t SPONSOR Compton Subscriptions to SPONSOR Home 4 Office 10 6 Executives 2 Account Execs 1 Timebuyers 3 Radio Director 1 Media Director 1 Others 2 Some Compton clients who subscribe: Goodyear Tire and Rubber, Procter & Gamble, Socony- Vacuum Oil Ted Bates Subscriptions to SPONSOR 6 Home 4 Office 2 Executives 2 Others 1 Timebuyers 3 Some Ted Bates clients who subscribe: Brown & Williamson Tobacco, Carter Products, Colgate- Palmolive-Peet, Continental Baking, Standard Brands You're sure to hit home with sponsors and agencies when you advertise in SPONSOR For buyers of Radio and TV advertising 40 West 52 Street, New York 19 97,410 Radio Homes in the area served by KMLB — the station with more listeners than all other stations combined — IN N.E. LOUISIANA Right in Monroe, you can reach an audi- ence with buying power comparable to Kansas City, Missouri. 17 La. parishes and 3 Ark. counties are within KMLB's milevolt contour. Sell it on KMLB! MONROE • LOUISIANA KMLB MONROE. LOUISIANA ■k TAYLOR-BORROFF & CO.. Inc. National Representatives • AMERICAN BROADCASTING CO. 5000 Watts Day • 1000 Watts Night An excerpt from a letter to Cleveland's Chief Station eneral Mills. Inc. Cf April 5, lQl,q Mr. Frank H. Eluner Director of Sales and £°le3 Promotion Radio Station Playhouse Clavelonr' BILL O NEIL, Prciident WJW />«r n. >_<„», CLEVELAND 5000 w«m REPRESENTED NATIONALLY BY HEAOLEY- REED COMPANY |>«S« * Continued from page 14) version of Stop the Music has pulled in. II inner's ratings have also improved, partially as the result of a hypoed viewer interest and partially because of a switch to Saturday nights and a better time. until the show now rates ninth in the 8-14 May TV Hooper for New ^ ork with a 29.3. Stop the Music, in which Winner producer Goodson also has a hand, is doing nicely, earning itself an average hourly rating, in New York, of 26.5 in the same Hooper T\ rating. Although the total number of postcards returned to the TV Stop the Music is as much as the total number of television sets in the country a few months ago. the visual show isn't likelv to put the parent radio version out of business for a long time. Several times, people who have been called 1>\ the TV show have promptlv named the "mystery melody" used on the radio program. To the majority of listeners to the radio Stop the Music who live in non- metropolitan centers, and to whom the long-distance phone-call gimmick means most, the show is still primarily a radio program. NBC, which has long had an unofficial "thumbs down" policy on give-aways, has chucked the polic\ out of the window. With top-rated shows still leaving NBC for CBS. the interest in money- making shows has returned. A super-give-away NBC show' entitled Hollywood Calling is set to start on 10 July, with the second half of the one-hour show already sold to Gruen Watch. NBC. possibly with tongue-in-cheek, has stated that it is not an attempt to fight erstwhile NBC comic Jack Benny on CBS. but Hollywood Calling i» scheduled for the Sunday night 6:30-7:30 p.m. spot, with the Gruen portion directly opposite Benin. The show will feature film star George Murphy and a host of Hollywood-name talent on a rotating basis. The program revolves around the long-distance tele- phone, with guest stars making the calls, and questions growing out of the movie industry. The beginning jackpot is huge. alread\ set at over $30,000, with extra prizes (example: a "prop" layette from a recent film, for an expectant mother) coming from the movies themselves. Extra promotions for the show, featuring salutes to various states, will be an outgrowth of the question-selecting process, by which state governors choose the numbers to be called. NBC expects to go the promotional limit on the show, which was hatched in a collaboration between Lou Cowan. Stop the Music's mastermind, and network program executives. Film exhibitors, now divorced from the film makers by govern- mental decree, are reported to be working out a scheme to curl) the inroads of TV and radio give-away shows into their boxofhee returns. An organization, aptly titled Santa Claus Ouiz Shows, Inc., is planning a series of 52 ten-minute film shorts with a quiz- show theme, the theater audiences to be the only ones permitted to play tin' game. The jackpots, now approaching reductio ad ab- surdum among give-aways, are planned to top $1(10.1)00. with a good deal of emphasis on the merchandise prizes that will receive lobb\ -display ballyhoo. Bretton Watches has followed Gruen's lead into network give- away programing. This watch firm, a newcomer to broadcast advertising, has purchased a John Reed King vehicle. Go hoi the House, on ABC and will schedule it. probably with a new title, in the first half of the hour-long period vacated by Theatre Guild's move to NBC'. The show, which will sell Brettons on Sunday nights, 9:30-10 p.m., will feature a telephone gimmick. Happily in the middle of the new activity in give-aways, both in and mil of broadcasting, are the nation's give-away brokers. Typical of their rise is New York's Prizes. Incorporated. In four years. Prizes, under the direction of Don Barry and Rose Magdalany, has gone from a two-station, six-clienl set-up to an organization servicing L50 radio and T\ stations and \2o clients whose mer- chandise, totalling now oyer $2,000,000 annually, i^ given away on the air. via local stations mainly. 46 SPONSOR WEMP MILWAUKEE SEE WHAT THE BOYS IN THE BACK SEAT WILL HAVE! WHY "Mooper-up" AT WEMP? 1. Policy of popular music all day long pays off in Milwaukee 2. More play-by-play sports than any other Milwaukee station 3. Programs and personalities that please the people: • HI-TIME 6-9 AM with Vem Harvey • CLUB 60 2-4:30 PM with Tom Shanahan • 1340 CLUB 4:30-7 PM with Tom Mercein • OLD-TIMERS PARTY 7-8 PM with Bill Bramhall • WIRE REQUEST 1 1 :30-2:00 AM with Joe Dorsey SPONSORS ARE IN GOOD COMPANY ON WEMP Share of Audience *J4oopereport WEMP Position Nov. Dec. 1948 WEMP Position Mar. Apr. 1949 10 listed stations (3 Chicago) MORNING 7th 3rd 10 listed stations (3 Chicago) AFTERNOON 7th 4th 7 listed stations (3 Chicago) AfU EVENING 3rd Gimbels Schusters Based on Hooper Station Listening Index Household Finance Corp. Kool Cigarettes Miller Brewing Co. Robert Hall Colgate-Palmolive Peet Hudson Motor Car Socony Vacuum F. W. Fitch Hugh Boice . . . General Manager Headley-Reed Inc. . . . National Representatives Milwaukee, Wis. Milwaukee's ONLY Full Time Independent 20 JUNE 1949 47 PUBLIC SERVICE (Continued from page 31 i over \\ FDF. This program, sponsored l>\ The Hamad) Bros., was recentl) selected a- one of the winners of the outstanding service to highwa) safety. \\ i 1 1 ui in Legree, The Singing Cop, is a member of the Flint Police Department assigned to special duty in connection with the safet) program throughout the Flint school system. He makes \ Informa- tion Please and depressed ratings on both sides of the period for several broadcasts following. So producer Ben Park of the Chicago Industrial Health Association had two strikes against him when he walked into the adver- tising sanctum of Johnson \ Johnson with audition records of It's ) our Life. How would a documentarv -tvpe program designed to promote bettei living through belter health fit into the advertising program of Johnson & Johnson? Especially when the adver- tising program for 1949 had alread) been formulated without plans for radio? I he show was presented as a 15- minute program designed to be aired in the daytime five times a week. This meant a predominant woman's audi- ence, which seemed right for surgical dressings and baby products (the di- vision ol the companv to which Ben Park made his presentation I . It had one qualit) that set it apart from competing daytime programs: it promised to tell the people of Chicago (or an) community) about the re- sources and the people who were work- ing day and night to protect their health, the future of their children, the whole pattern of their daily lives. But with all this, would people listen? Could such a humanitarian program build an audience in com- petition with the powerful appeal of serials and other successful daytime radio? The fact that Ben Park was producer meant something. He had *el Chicago aflame la*l war with Report I ncensored, the series that won hum awards, including the ..'i share ol audience. oi an increase ol 517'. in a little over half-a-year. I!\ thi* time there was a swelling clamor from listeners for the program to be moved to an hour when bus- hand* and other members of the fain- ilv could hear it. \\ omen fell thai stories of how other Families met and solved the various problems associated with illness and disability through the aid of Chicago's main service* were of profound interest to main not able to listen on weekd.iv*. There wa* evi- dence, also. I hat listeners were inler- 4 3 SPONSOR ested in a nunc detailed exploration of a problem in one broadcast than the L5-minute format allowed. Therefore, on 17 April It's )™ ' •■ . ■ -™ as °',.-v:" |WI)G -10- 10:15 10:30 10:45 ■11- 11:15 «JgO* """SSS?* ■"•^:i s^- "*£. M'[;^"- ;:„. °sir (J0t)N. IS C c-iir ,-w„. LwPWniiwJ ,.,»„». Cn?-!^ '■"fi°- — «~J '"*'~°~ (in|Ni s^ "-lCKl. Jg* — . "":;, "P' (!' |1H)Ni .■■...- "™xi« "*S: V,:: '"&. [riDiN. .:' "rA';i;~ fe, -.,■ -h;« '•""' S3K. ^ti; S! • "ta* ArllwCWtni •»■"■ "*%« 3.._ "■",';„- ■rsr -"S -s- "•',s,~. 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'"°S- « ""■%„ HJl.jM^. "soK» pilJH ^ SESr , "dp* 8bSJ|h ■ •e "sc;~,;» JS5- '!1"kL 3:45 -4- "£° '''''"PJ'n . . ""'iS,., a%. '•'•V;;» "'6,i»i« . -4- s IS** *» **» ** July 1949 K£f~" t< ':xi: ■MpmnwLw i! i«^T net us mBs rbi 1 hbc ibs mBS hbc . rbc us mBS net | rbi cbs mes rbi 1 rbi us mes nBt „ HB( CBS I11BS IIBt 1 RBI IBS mBS RBI tJiJ|M ■ Wfc ?3" "%, iltml r<1 JS" s, -"ft,. M.-».. -n- 6:15 6:30 6:45 -7- 7:15 7:30 7:45 -B- zS' S.o.~ P.< 6:15 6:30 "&+ ,. •'•;;.: ■ II -. ■ H n,...., N. •SSJ" M v.::/,. -sr - ""C,V" -7- 7:15 6rfbll p>i i") G^..,».. "»'„, lj_J,..r,t_ ::;:. ^ ^„, |I»)H. . G«H. »« '"^■r Saag ■=^7 6«H..Tf« "»' S2S "■■•»-. G^..,N. M.„^.,J, "-•3. "■45- "c^," ' .jaaajj .....:.„. » '""•r; - "■•' "c— ■zr "irH" "SO? BWh. «.. H.-. .. «.t MS£' cur* G^..,r_ ,:.....„„. Thin ■sr &~ji.., f« ST tafia? "S5- „....,:„ ... ".1. •~t3. ,"." s •ttg, MM). &^>.. r« "—„ 7:45 -B- 8:15 8:30 8:45 -a- 9:15 9:30 9:45 -10- 10:15 10:30 10:45 -11- 11:15 11:30 11:45 -12- '""- ■ ...;...,... — B. ,.,,,.. •■'-;.„ **« less ■ ■ ■ ■ .-.Mil, ... wgs , ^S, "*SSi*" p • >■■.., ,,»] "" pI)N .. ... . . ...... ■■■• ■ ,,,.,„ >. <%......... .'.'"';. --. ■ „„..,... ; ;, C~.*W-l> ■■ , ■ - .... ,., " 1 " i- 1 A Jack Chesbro In Pitching* WHEC In Rochester tone TlMt am**m WHEC is Rochester's most-listened-to station and has been ever since Rochester has been Hooperated! Note WHEC's leadership morning, afternoon, evening: STATION WHEC 38.3 STATION B 22.5 MORNING 8:00-12:00 Noon Monday through Fr AFTERNOON 30.3 27.5 12:00-6:00 P.M. Monday through Fr EVENING 6:00-10:30 P.M. Sunday through Sot. STATION c 8.4 STATION D 9.3 STATION E 13.8 34.9 28.5 9.3 15.5 15.5 8.2 11.4 15.5 MARCH-APRIL HOOPER, 1949 latest before doting time. STATION F 6.0 1.8 Station Broadcasts till Sunset Only BUY WHERE THEY'RE LISTENING: - of^f^et N. Y. 5,000 WATTS Representatives: EVERETT-McKINNEY, Inc., New York, Chicago, HOMER GRIFFITH CO., Los Angeles, San Francisco 20 JUNE 1949 55 Beauty and TV I or surefire attention value ilon'f oM'ilooL a beautiful uii-l ^/S§r& "'All orators arc dumb Hi alien Beauty pleadeth. . Shakespeare One of advertising's stock tricks, dat- ing hark to the very beginnings of the advertising art. is the use of a prettv face or figure to draw readers" atten- tion to magazine, newspaper, or hill- hoard ads. Tlie coining of TV has added a new dimension to this basic advertising device. Although, to a limited degree, the leaturing of pretty girls in the commercial is old hat to advertisers who use theatrical "minute movies. the visual air medium has only in recent months sent advertisers and agencies out looking for new ways to adapt the two major things that TV add- to printed pictures of gorgeous girls -sound and movement. The use of a pert feminine face to add a dash of "window dressing" to TV commercials is common enough. Men and women alike, albeit for some- what different reasons, are attracted by ads, and more recently by TV com- mercials, in which beauty is a factor. However, there is a growing list of TV sponsors who do more than just hire a good-looking model or two to add a bit of zest to their visual selling. With TV sponsors like Liebmann Breweries (Rheingold Beer I . Jacob Hornung Brewing Companv I Horn- ung Beer and Londondei rv Mel. Chevrolet Dealers of New York. At- lantic Brewing Companv (Tavern Pale and Brewer's Best Beer), and McKes- son & Bobbins {Tartan Sun Lotion I the use of beauty in TV commercials is an integral part of the selling and merchandising follow up. The main difference lies in the fact that these above-mentioned advertisers maintain a feeling ol "continuity" in their use of the beauty factor. Here, the prettv girl involved does not represent the trademark of the product as much as she represents a tie-in between herself and the sponsor's product. This psychological relationship i> put to work in several ways in TV. The best example of its commercial application is found in the various >w itches worked on the "beautv con- test" idea. Beautv contests generally are an im- portant part of Americana. They have existed for years, and range all the was from the business of picking the prettiest girl at the office outing to the elaborate, klieg-lighted razzle-dazzle of the "Miss America" pageant in Atlan- tic (it v. Beautv contests are the peren- nial subject matter of miles of news- reel footage, and of Sundav supple- ment and magazine layouts. In recent years, the) have also been put to good use commercially, first as promotion stunts for Chambers of Commerce, Citrus Associations, hotels, resorts, and so forth, but more recently as a straight advertising device. By far the most successful adver- t i-< ■ t who has used the beauty-con- test formula as a year-round sales- getter is New fork's l.iebnmnn Brew- eries, makers of Rheingold Extra Dry Beer, and sponsors of the annual "Miss Rheingold" contest, which has been building up sales and piling up votes increasingly for Rheingold since its start as a promotion stunt in 1940. More votes are now cast for the six professional models who compete an- nually for the "Miss Rheingold" title i the contest is only in a 50-mile area around New York City) than were cast in the last mavoraltv election in Chevrolet girls are constant reminders of that GM car. Their clothes are especially TV-designed by Mr. John Mice Unrnnnrr °* l94^ was cnosen through a 13-week contest on lYlloo nUMIUIIg WFIL TV, with many Quaker City girls competing BEFORE A MODEL BECOMES ELIGIBLE TO TV-RUN FOR "MISS RHEINGOLD" SHE RUNS GAMUT OF ELIMINATION COMMITTEE New \ ork. or Chicago, or Denser. or San Francisco. In fact, only the presi- dential and the New York State guber- natorial elections can claim more actual votes than "Miss Rheingold." The terrific merchandising and promo- tion that ha\e increasingly gone into the "Miss Rheingold" contest have been the keystones of a merchandising #11 campaign that has lifted Liebmann Breweries from a 1940 sales rank of 15th nationally and 8th locally in New York, to a 1949 national rank of 5th and the top place in New ^ ork brew- ers sales. Some indication of the rapid rise in popularity of the "Miss Rhein- uold contest can be seen in the num- ber of ballots cast in the 1943-1948 period: "Miss Rkeingold" Votes Year Votes Caul 1948 660,546 L944 739.591 19 1", 919.354 1946 1.416,956 1917 2.219.501 1948 4.219,316 Votes '':i^l in 1913 are for the "Miss Rheingold" „f 1944, etc. {Please turn to Page 59 I iss Page One :: a feature of the Telepix Newsreel and extremely telegenic extra for all its sponsors Miss America local contests are being sponsored all over U.S. WCAU-TV presented Philly's finalists to televiewers tv trends Based upon the number of programs and an- nouncements placed by sponsors on TV sta- tions and indexed by Rorabough Report on Television Advertising. Business placed for month of July 1948 is used for eoch base "TOTAL" AND TEN-CITY TRENDS NATIONAL ft REGIONAL SELECTIVE finj irei foul ■■iti ol buiimi Bli* monlh Jul) IMO ',, JIM U7.J; UOS J1I2 174 0 mi \\ ith this issue, // Trends conies to the end of its first year of re- porting where television i- going and why. Naturally, the trend has beeri I I'. Based upon a set network pane] of 10 cities and 15 stations, the increase has been 000',. Based upon a "selective" panel of 10 cities and 19 stations, the increase ha- been 260', . Based upon a local-retail panel ol 10 cities and 19 stations, the increase has been a little more than 150',. This does not measure industr) growth lmt a comparative* study in cities that had TV 12 months ago. It measures growth on a specific number of stations in these cities. The T\ industry over-all growth ha- been phenomenal. Network TV has grown 1.000' , . Selective TV has grown 500', . Local-retail TV has grown a little under 800', . It - a lantastic advertising medium. Business is jumping vet practically all station- are in the red. It could onK happen on the air. BREAKDOWN OF TV BY BUSINESS CATEGORIES NATIONAL & REGIONAL SELECTIVE OFFICE 41 E. 50th ST. STUDIOS 510 W. 57th ST. HHJIHHIIIil Mu^A^mu 8-1162 BEAUTY AND TV i Continued from page ■> ■ > The "Miss Rheingold contest is now a big deal. It started in l'HO as a trade promotion stunt, the In ainchild of Rheingold v.p. Philip Liebmann and a leading lithographei who had the Rheingold business. The election ol Jinx Falkenburg as the original "Mis- Rhcingold" created such a stir among dealers and distributors that the Lieb- mann firm and its agency, Foote, Cone & Belding, have continued the contest as a consumer promotion ever since. Every spring now, several hundred professional New York models are "screened" to find the six girls who will compete as finalists in the August \ oting. Then, the promotion routine goes into action. Sunday supplements and magazines are used to show four-color pictures of the six models. Large streamers, showing the six girls, as well as ballot pads, ballot boxes, and window slashers are distributed by Liebmann Breweries via the city bot- tle salesmen and the city keg salesmen, i Liebmann Breweries figures that for every customer who enters a place that sells Rheingold. ten to 20 passersby see the window slasher.) During the period when the public is voting for "Miss Rheingold" I usually from early \tigust to earl\ September), the Rheingold sales force whoops it up constantly for the contest. So success- ful has this been as a year-round, as well as a short-term, promotion stunt, that the agency account executive, Frank Delano, reports the use of the point-of-sale material for the contest in taverns, stores, markets, and other outlets for Rheingold as virtually 100' Since half of that figure is generally considered vei \ high for point-of-sale usage, such reception on the part of 25.000 Rheingold dealers is a direct indication of the validity of Liebmann Breweries' ad policy of -licking to the beauty-contest for- mula year after year. TV was added to the Rheingold pro- motion during the 1948 period of vot- ing for "Miss Rheingold of 1949. ' Two five-minute films were of the six contestants by the agency (cost: about $10,000), which consisted of inter- views with the girls, plus a 30-second stop-motion commercial in which the various Rheingold packages paraded past a reviewing stand. The) were aired 13 times each on four New ^ nik THE MOST RAPIDLY E X PA N D I N G ;V; ;:.•:; medium '^- ::'&&£ developed a new m every two weeks program every nee going i"»° °^r° * one ot these tion. Every one o Uos been spon- Sh° u THIRTY days', sored with.nTHl* (tOA ' ' ' «»T* narton-l .*£■ >r0d«c. or .•""•■:; A RECORD MADE ALL THE MORE REMARKABLE BY THE FACT THAT WOIC HAS BEEN TELECASTING FOR LESS THAN SIX MONTHS! CBS -MBS Television Networks CHANNEL 9, WASHINGTON, D. C. 20 JUNE 1949 59 I\ stations iWABD, W IMY WCBS- TV, and W.IZ-T\ i so that there were virtually two Rheingold telecasts ever) evening during the voting period. "We didn't get into television just to experiment," sa\s FC&B executive Delano. "I\ had to meet the require- ments of other Rheingold advertising. When we put the "\li-- Rheingold films on the air, \\e felt that television was read) to do the job ol bringing our regular ads to life. With heaw Rheingold promotions going on at point-of-sale, and in newspapers, ma- gazines, and on billboards, it was diffi- eult to tell just how big a part 1 \ played in making the last "Miss Rhein- gold" election the success that it was. However. Delano adds: "I personalis \isited over 300 taverns during the time we were scanning the 'Miss Rheingold films. The acceptance was terrific. When one ol the films was actualK on the air and being viewed in a tavern, the question of which of the girls was the best-looking was the major topic long after the film was o\ CI. Both client and agenc) arc quick to credit a major role to I A in nearly doubling the 1948 voting figure over that of 1947. TV added something Television Performiitfi Riqhts The BMI license with television stations covers all performances both live and mechanical and whether by means of records, transcriptions, or film sound- track. It provides for the performance of BMI-lieensetl compositions without special clearance headaches. The catalog of music licensed by BMI contains over one hundred thousand copyrighted titles ranging from folk music and he-bop to classical. BMI offers to television film producers all the in- formation and help they need in obtaining the right to record music on films from individual copyright proprietors. BMI's television Service Department is headquarters for complete information on performing and other rights in the music of BMI, AMP, and the hundreds of publishers affiliated with BMI. For Music On TV Consult BMI Television Service Broadcast Music, Inc. 580 Fifth Avenue New York 19, N. Y. PL 7-1800 that had not heen there before. To the basic formula of associating Rheingold in a dignified manner with a leading model each year was added the extra dimension of sight-and-sound. As might he expected. I \ will continue to pla\ a growing part in the "Miss Rheingold" promotions that form the basis of ~r>', of the Liehmann $3,000,- 000 ad budget spent in the New York Cit) area. Several other brewer) sponsors in the visual medium have adapted varia- tions of the "Miss Rheingold" formula to their own use. with good results. \lthough the trend in beer sales these davs is growing steadilv in favor of packaged beer sales I as against sales of draught beer), the fact that view- ing of TV in taverns and bars-and- grills is high in ever) T\ market in- fluences the thinking of beer sponsors towards slanting programing to this audience in a manner that borders on point-of-sale selling. The "Miss Rhein- gold'1 formula per se is an expensive one, not the least of which is the $1,600 in modeling fees and the $5,000 in cash that the winning model re- ceives. Two T\ advertisers who have used the tie-up of beer and a beaut) contest to good advantage, Philadel- phia's Jacob Hornung Brewing Com- pan\ and Chicago's Atlantic Brewing Company, have concentrated instead on the non-professional beauty contest which features amateur local talent. Hornung, anxious to break awa\ from the "established" brewers' format of TV sports or news, was the coun- trvs first TV sponsor to bankroll a beauty contest commercially over an extended period of time. In July 1948, Hornung started a 13-week run with the Ifornuiiii Television Beauty Parade on WFIL-T\ in Philadelphia. Ffor- nung felt at (he time that it would be a program vehicle that would stand up well against sports I while being less expeusi\ e I . would appeal I" home and tavern viewers, and would also be a highh promotionable merchandising idea. The contest was open to all girls of 18 or over, married or single, in the Hornung Philadelphia market. The girls were screened at the studios, and the weekh winners decided on the basis <>f balloting Following the -how. then viewed on Thursdav. night-. 9:45- II) p.m. Hornung followed up the contest in an aggressive way, plugging it in ever) Hornung product ad and in special ad- on radio and TV pages in the 60 SPONSOR Philadelphia papers. Much free space was snagged in the feature pages, too, and the neighborhood publications in Philadelphia ran long stories (com- plete with pictures) which gave "Miss Hornung" what amounted to a free commercial. The contest ran hot and heavj be- tween Juls . when it started, and Sep- tember, when it ended. Sales for Hor- nung Beer jumped to such a high level l>\ the time Nancj Bergin of Haver- town, Pa., was elected "Miss Hornung 1948" that Hornung, without pausing for breath, continued with a second contest series to find the "Miss Lon donderrj Ale" on WFIL-TV. Again, the same formula was used. Much of the promotion (ballots, point- of-sale posters, ballot boxes, etc. I was concentrated in bars and taverns, and partisan feeling in sprawling Philadel- phia ran high for the neighborhood favorite in the amateur beauty contest. \gain too. Hornungs sales jumped. When Virginia Roberts was elected Miss Londonderry Ale," Hornung knew by the reaction among dealers that it had found a really good idea. So, a third contest was started, which finished in mid-April of this year, to find "Miss Hornung Bock Beer." By the time Jane Pollock had won this commercial accolade. Hornung was fresh out of product names. Hornung is concentrating on racing telecasts for the summer, and expects to return with bigger and better con- tests this fall. Meanwhile, the three young ladies are being featured la la "Miss Rheingold") in Hornung print- ed advertising and audience promo- tions for the racing telecasts. Also, the girls appear in commercial films used during the racing events, and appear at the Garden State Track regularly for TV guest interviews on WFIL-TV. Hornung feels now that its beauty- contest formula of using local talent (however, making sure to get a signed release in every case) is an effective adaptation of the formula used so effectivelv in New York bv Liebmann Breweries. A capsule form of the Hornung type of beauty contest has been used to good effect bv the Atlantic Brewing Company of Chicago. As a promotion stunt for Atlantic's Tavern Pale brew, the intermission time during the Madi- son Athletic Club wrestling matches, sponsored bv Atlantic on Chicago's WGN-TV. was turned into a search for "Miss Tavern Pale of 1949." Starting in early February of this year, the con- tot pulled well from the start. The first week of voting I done either bv mail-in vote-, or bv ballot boxes placed in Chicago taverns) brought in more than 12.000 votes. Fach week, some eight local beauties were televised dm ing the intermission, with the viewers acting as '"judges" for the weekly eliminations. A tavern or package shop in each neighborhood was the "sponsor" of each young lady, sending to the agency (W. B. Doner & Com- pany i their neighborhood mailing lists. The agenev then sent postcards. printed with the name of the spon- sored girl, and the date and place that viewers could gather to root for the local choice. Said the postcard: "... We are sponsoring one ..I the contestants . . . one ol oui neigh- borhood girls . . . and we want all of our friends to come on over for a I « i u; . enjoyable 'TAVERN PALE NIGHT!'" This -"it ol folksv whoopdedoo didn't take long to produce result-. When the Thursday night wrestling matches went on for Atlantic, featur- ing the "Miss Tavern Pale" contest at intermission lime, the S.R.O. sign was out at most Chicago neighborl I bistros. Ratings on the wrestling matches took a real jump, until a few weeks later they were in a tie for 5th place in Chicago with CBS" The Gold- bergs. When a winner was announced, the kin / v WBNS FARMTIME FUTURITY SCHOLAR- SHIP— Geer Parkinson, WBNS pro- gram director, presenting the 1949 Farmtime Futurity Scholarship to 18- year old Beverly Worster of Morrow County. This is the fourth year that WBNS has awarded Ohio State Uni- versity full scholarships to youths who have made outstanding records in j ^B * \ agriculture. It is only natural that this station is vitally interested in agriculture. The WBNS listening area extends over one of the richest farming sections of the state and WBNS programs bring enthusiastic response from the rural listeners of Central Ohio. ASK LE ROY MORRIS OF HOLIDAY SWEETS ABOUT WBNS RESULTS . . . He will tell you of his 17 years successful experience with advertising on this station . . . first as manager of a Columbus department store and now as head of his own business. He says, "We find that a small business can and does achieve remarkable results on a minimum expenditure for advertising. Further, we operate in the quality field and find WBNS well adapted to telling our Quality' story" . . . Yes, sales in Central Ohio are spelled WBNS. COVERS COLUMBUS Stale capital and the industrial, cultural and business cen- ter of Central Ohio. T POWER 5000 D-1000'N CBS ASK JOHN BLAIR 20 JUNE 1949 61 agenc) immediatelj sent out another batch of cards to the mailing list of the victorious sponsor. The headline read: '"} [PPEE! 01 I! 'G0RGE01 - GIRL' W(>\ . . . WD SHE'D I. IKK TO MF.KI YOl .'" The card went on \>< say that the sponsoring tavern was throw in» a part) for the winner, witli tin orchids for all the ladies, and free entertainment. The "Miss Tavern Pale of the Week" would he there in person to meet her fans. etc.. etc. The actual expenses incurred all around in Atlantic's contest, which is still going strong on WGN-TV, are re- latively small compared to the tre- mendous amount ol local good will, increased program ratings, and sales promotion value of the contest. By promoting prizes for the contest, as if it were a running give-awa) show. Atlantic has lined up a prize list for the winner i two-week trip to Holly- wood, a T\ set. a diamond wrist watch, a platina fox jacket, etc. I which heightens feminine interest in the contesl without appreciably raising the costs. \\(.VT\ has staged other beauty contests on a sustaining basis, such as SOUTHWEST VIRGINIA'S A70/f£g4 RADIO STATION YEARS of continuous service to Roanoke and Southwest Virginia, and our 20th consecutive year with CBS. WDBJ's potential audience is over a million people who can spend almost a billion dollars yearly. <=> 1924-1949 CBS • 5000 WATTS • 960 K Owned and Operated by the TIMES- WOULD CORPORATION ROANOKE, VA FREE & PETERS. INC.. National Representatives those at the Chicago Tribunes Out- doors Show, and has found that thc\ are top promotion devices for the station. WCAU-TN in Philadelphia last year televised the city finals in selecting "Miss Greater Philadelphia" to appear in the "Miss America" pag- eant at Atlantic City. KGO-TY in San Francisco is planning to look for a "Miss Bay Area Tele\ision" this June as a promotion stunt for the Ba\ Area Industrial Exposition. Other sta- tions and other sponsors all over the count n have TV beaut \ -contest plans in the works. Several other TV sponsors are using a "beauty" idea of one sort or another on a continuing basis. The Chevrolet Dealers of New York have been fea- turing the "Chevrolet Girls"' (Evelyn McBride and Athalia Ponsell ■ a brunette and a blonde), dressed alike, and acting as "assistants" to quiz- master Bud Collver on the dealer- sponsored H inner Take All on WCBS- TV. The girls also appear (always billed as "The Chevrolet Girls") in a series of summertime film spots for < hevrolet. One typical film in the series ol weather spots shows the girls at the beach watching the sky cloud over, then jumping into their Chevvv convertible and putting the top up. while the narrator gets across the point that the weather the next day will be cloudy and rainy. So closelx identi- fied with the auto firm are the two girls that their appearance on the 1 \ screen virtually amounts, as does the appearance of "Miss Rheingold," to a subtle commercial. Also like "Miss Rheingold," the two girls are models. hut the) were not selected by a con- test, although the Chevrolet dealer group in New York is mulling over the idea w >th its promotion conscious agency, Campbell-Ewald. for possible use this fall. McKesson \ Bobbins, as a summer- time promotion for their Tartan Sun Lotion, have been using a top model. Cindy Cameron, as the "Miss Tartan in a scries of warm-weather '1 \ film announcements much as the "Chevro- let Girls"' have been featured. P. Loril- lard Company, maker- of Old Gold cigarettes, has carried the identifica- tion idea a step further and uses a "dancing package" idea, in which two large-scale mock-ups ol the 0\>\ Gold package dance around on the stage with two pairs of verj shapely showing. This device is \i^<-d during the Lorillard portion of the Thursday- night \BC-T\ Stop The Music. 6' ees 62 SPONSOR The animated trademark idea has been worked out with a beaut) theme in TV b) Bonafide Mills. Inc., to sell the firm's Bonn\ Maid Linoleum. The commercials on Bonafide's show, Benny Rubins Theatrical Agency, tele- cast on \B(!-T\. feature three identi- cal-looking blue-eyed blondes, dressed in Scotch kilts, who do a singing jingle as the "Bonny Maids." The three girls were selected after the usual "dif- ficult search." during which the client and the producer, Charlie Basch. re- ceived some good publicity. The girls add interest visual!) to the commercial, and serve as a constant reminder of the company's trademark, established after long years of steady advertising. There are a few pitfalls for the sponsor considering the use of a "beauty'' idea in his TV commercials. In the case of amateur beauty contests, a release form is a must, regardless of the willingness of contestants to ap- pear. At all times, the idea must be in good taste, since there are no "run- w a\ s" in TV studios. If well-conceived and well-promoted, the theme of beauty in TV can form an integral part of successful TV selling. * * * SPONSOR IDENTIFICATION I Continued from page 44 1 the metropolis run ahead of the na- tional radio SI figures. There are specific rules and regu- lations covering programs obtaining lush identification figures. The top programs average 59% higher in audi- ence rating than all shows. They are mostly variety or audience participa- tion (quiz) programs. They cost, on an average, 27% more than other pro- grams on the air. They have been on the air twice as long as the aver- age program. They use 60% more product mentions during a broadcast. They distribute the product mentions throughout the program, with a mini- mum of five minutes between credits. They advertise products that are im- pulse or daily-purchase items. The advertisers spend nearly twice as much money in magazines, newspapers, and other media than tin1 sponsors of pro- grams at the low end of the Sponsor Identification index. They don't shout '"buy,'' they just endeavor to sell with reason-win cop) . High Sponsor Identification isn't the entire answer to intelligent use of broadcast advertising. There's still the problem of "does it sell?" * * * yCvCrS,8>* r..# e|o*liing WSM NASHVILLE THE KEY TO DEALER ACCEPTANCE Start out from Nashville in any direction. Stop at stores of all kinds anywhere along the line, for hundreds of miles along the radius. Check the inventories against the list of WSM sponsors, and the over-the-counter movement of WSM- advertised goods. That will tell you the story of this station that helps sell to, and then helps sell for merchants who serve millions of Central Southerners. The merchants know why, too. Implicit confidence, based on 23 years of experience, in every word that is uttered over our 50,000 watt, clear-channel signal. ,WSM, HARRY STONE, Gen. Mgr. . IRVING WAUGH. Com. Mgr. • EDWARD PETRY & CO ., National Rep. 50,000 WATTS • CLEAR CHANNEL • 6S0 KILOCYCLES • NBC AFFILIATE 20 JUNE 1949 63 GALLAHER (unturned from page 2() i Pitch t<> teenagers comes at 4:45 with Guest Performance, recordings of top name bands of the catch everyone who doesn't want to wait uj) for I 1 o'clock new-. While (lallaher has experimented with various shows and time spots over the years, the) have stuck con- sistent^ to the principle of aiming each program at a specific audience and making it do a specific selling job. The) have followed a policy of using station talent and station-built shows. The) feel this has paid off in their being able to localize broadcasts. Radio accounts for about 'M)' '< of the total advertising budget. \> -i Mm as Wolaver got his feet wet in radio he set about making the most of it. \ regular campaign of news- paper ads calls attention to the pro- gram lineup. Window and interior displays consistentl) feature the items being plugged. Special promotions are carefull) built around a central theme and co- ordinated in all media. An example is the week-long "Life Lines At Galla- her's' promotion featuring national brands advertised in Life and carried l>\ (.allahci's. Radio h schedule of partici- pating sponsors, since the number of announcements allocated to the prod- uct of an) one manufacturer depends upon the amount of mone) in the par- ticular cooperative advertising fund. Thus both the number and identity of Gallaher s participating sponsors change from month to month. The" commercials usuall) about L 25 words of participating manufacturers are -' heduled first. Gallaher uses foi it- self the remaining commercial time. The 32 quarter-hours of radio a week beamed at housewives, husbands, oldsters, youngsters fete.) grew up from it- small beginning because each new audience radio brought into the Gallahei fold paid it- respects to V I W olavei - dream in cash. « * + SUSPENSE I Continued from page 27 I reasons lor their success with daUhne women listeners.) Vs s,„,n as the identification of audience and hero is complete, usuall) in a matter of a lew minutes or less, the "threat" to the hero must be made clear to the audi- ence /'// terms of what its implications are for the hero. This can be a tough ic since the path of least resistance is to build up the threat quickly, then relate it to the hero. It is not until the threat to the hero usualK souk thing drastic, preferably murder — is made clear that the factor of "suspense,7' as defined b\ (IBS' Dr. Wiebe, goes to work for both the show and its spon- sor. From that point, the show, to get its best reaction scores, must move inexorabK through the plot thread, bringing the threat ever closer to the hero, until the climax is reached. \n\ deviation from this straight line, the findings showed, just pulled the reac- tion down. This is not true of soap operas and most '"family" air dramas, with the exception ol pure action stories like Lone Ranger. Philosopln. pastoral scenes, romances for their own sake, and other literary meandering have no place in shows of the Suspense genre. CBS research executive lore Hallonquist has offered the following opinion in this respect: "A show of the Suspense \ariel\ and main radio myster) programs in general have much in common with the ancient Greek theater. There, tragedy was absolute tragedy, moving without a change of direction to its conclusion. The point toward which the plot moves is the climax scene. As a result of its findings in the earl) Suspense Study, the CBS Research Department recommended: "A climax scene should gather the plot threads together in such skillful sequence that onl) with the closing lines of the scene is the tension actuall) and conclusivel) released." Then, the stor) should em immediately, recommended CBS Research. No research is perfect. \n example of the shortcomings ol qualitative research showed up on the 1942 fin< in^s of the Program Vnalyzer regard- ing Suspense. \n extra question was tosseil into the quest iomiai i e. in an attempt to discovei how much ol a stead) diet of mysteries the pan< members could stand in one evening. Forty-four pin cut said the) wanted WHICH IS LARGER? (Black or White) IF YOU SAID )D VIA - YOU'RE RIGHT! AND YOU'RE ALWAYS RIGHT WHEN YOU ADVERTISE r*<"XL'i% BECAUSE XL STATIONS Get Kesults Pacific Northwest Broadcasters , Sales Managers Wythe Walker Tracy Moore Eastern Western M SPONSOR onl\ one per evening. 33' ! said tlie\ could stand more than one. and the remainder were indifferent. The ques- tion was just too broad to have un\ real significance with the limited size of the panel. That the listening audi- ence can definitely stand mystery listening in big chunks ha- been proved 1>\ the "block programing" of mys- teries on Sunday afternoon- b) Mutual, on Fridav nights by ABC. and by the high rating that these mysterj "blocks have gathered. B\ 1(>44. most of the above storj findings and reactions to component parts of Suspense were in operation. The) had been turned over to the Pro- gram Department, not as iron-clad rules, but as a guide that producers were recommended to follow, using their own talents to do so. In 1944. Suspense again was tested. Tlic show at that time was using a disembodied narrator of the Whistler- type called "The Man In Black." It was an experiment of the Program Department, which felt that a narrator with a sepulchral voice would heighten the Gothic flavor of the Suspense scripts. The narrator drew a sharply unfavorable reaction with the panel, which said later that the narrator did not emerge as a personality, and did not move the story line forward effei - lively. Although the device had been used, and is still being used, in some cases effectiveh/j the listeners found the) could not focus on the character. due to lack of integration and establish- ment. The narrator idea was dropped soon after the second panel test. Also. the Research Department urged that flash-backs be avoided, if possible, -nice their use tended to throw the listener off the straight and narrow listening path that led to the climax. A third listener session was held in 1945. The reaction level for the storv was now eonsiderabh above the average. A few of the recommenda- tions made previously had to be repeated ( research men generally have to fight an uphill battle to show the practicality of their findings), since the panel felt that the plot dragged a bit when the action was slowed b) too much circumstantial detail, and also felt that the actions were not al- wa\s in keeping with the characteriza- tion of the people performing them. By this time, the format of Suspense had pretty well jelled. The opening was short and to the point, moving quickly, after setting the mood, into the storv. The first act was short. WMT mines a rich lode in GoldfSeld •■- If you're prospecting for markets and don't care whether your nug- gets come from rich farmlands or prosperous industrial terrain, cast a calculating eye WMT-ward. We've staked our claim to Eastern Iowa — and Goldfield is only one of the hun- dreds of communities in WMTland that mean pay dirt for WMT adver- tisers. Add 'em all up and you get an impressive total of 1,121,782 people within our 2.5 mv line. Cash farm receipts for Iowa led the nation in 1948; value of manufac- tured products exceeded $1.8 billion. There's gold in Goldfield and the whole of WMTland! Get a lode of the details from the Katz man about Eastern Iowa's exclusive CBS outlet. - V.-V-WS5«?*X WMT CEDAR RAPIDS 5000 Watts 600 K.C. Day & Night BASIC COLUMBIA NETWORK THE PROSPEROUS SOUTH*** NEW EHCVMVC, * /MARKET Paul W. Morcncy, Vice-Pres. — Gen. Mgr. • Waiter Johnson, Asst Gen. Mgr.— Sales Mgr. WTIC's 50,000 WATTS REPRESENTED NATIONALLY BY WEED & CO. 20 JUNE 1949 65 ofrtefifct SPARTANBURG-GREENVILLE MARKET! AIR YOUR WARES OVER .nbu*0' Represented By: *" John Blair & Company Harry E. Cummings x Southeastern Representative , Roger A. Shaffer J Managing Director \ Guy Vaughan, Jr., Sales Manager CBS Station for The Spartanburg-Greenville Market 5,000 Watts - 950 On Your Dial WSPA-AM and WSPA-FM Are Sold As A Single Service mM "AMERICA'S FINEST WESTERN ACT"! The Texas Rangers, America's greatest western act, for many years stars of radio, screen and stage, now are starring in their own television show on CBS- Los Angeles Times station KTTV each Monday evening. The Texas Rangers transcrip- tions, used on scores of stations from coast to coast, have achieved I looperatings as higli as 27.4. Advertisers and stations — we have a new and even better sales plan! Ask about it! ARTHUR B. CHURCH Production, KANSAS CITY 6, MISSOURI building to a cliff-hanger, thru picking up again for a long second act which ci mpleted the story. Suspense went before the panel again in March, 1948, for the fourth time. Ihi> test was made -pecificalh I • determine the efficacv of using a one-hour (instead of 30-minute) for- mat, and also to see li"\\ a week-to- week Hollywood-name master of eere- monies would work out. His relation- ship to the show would be rOUghl} that of \\ illiam keighlev to Lux Radio Theater or Ronald Column to Favorite Story. His parallel in the m\ster\ field was elose to tlie part of "Raymond" on Innei Sanctum. The panel liked the show itself, the concensus being that it "created and maintained Un- feeling of suspense." but was too long. However, the master-of -ceremonies idea didn't fare as well. Selected for the part was Robert Montgomery, the film actor. I nlike Colmans function on Favorite Story, for example, there was no integrated reason for his being the host, no feeling that he was the inevitable choice lor an inevitable role in the show. The positive criticism stressed Montgomery's ability as an actor, the negative criticism revolved around his function on the program. Since any attempt to fit a master of ceremonies into the format would have meant a wholesale juggling of the carefully-worked-out Suspense structure, the idea was dropped. As far as Suspense is concerned, CBS is content to string along with the Shakespearean adage of '"the play's the thing." Suspense was sponsored b\ the Roma Wine Compan) between Decem- ber, 1943, and November, 1947. The Suspense panels in I'HI and Mil.") revealed some significant findings as to the influence that Roma commercials had on listener enjoyment of the entire show. The panel showed, for one tiling. that the best place for the commercial. once the story was seriousl) under way, was at a logical "act break." In Suspense, this meant putting the first commercial a point roughl) one-third of the way into the story, where "the hero is hanging on a dill and the villain i> beating his fingers with a mallet." Ilv doing this, the interest in the story continued to pile up. according to CBS Research, until the "level of approval" in the findings jumped to a higher level once the story got under wav again. There was, however, a slight catch. In order to keep from swinging the line of disapproval of the Program Analyzer's findings too far down dur- ing the commercials, thev had to be made to fit the tense mood of Suspense. The listener had to be sort of eased into the commercial, then eased hack out of it. A cold, straight commercial tended to break the mood too sharplv. When the Klectric \uto-Lite corn- pan) bought Suspense in July. 194<>. after having had a none-too-success- ful run with singer Dick Haymes be- tween the fall of 1945 and mid-1948, client and agencv I New ell-Kmmett I felt thev had an answer to this prob- lem of the harmonized commercial necessar) for Suspense. The commer- cial they proposed would be dramatic in form, and would consist of some dialogue between a tvpieal fathei-and- SOn duo and various people who need \uto-Lite products i firemen, filling-sta- tion attendants, etc. i for quick geta- wav in llieir cars. CHS was a little SlCltl ## Is l>BHl ( TOR V V. S. BECKER PRODUCTIONS Producers of television and radio pack age shows. Representir ig talent of dis- tinction 562-5th Ave., New York L uxemberg 2-1040 Directory Rates on request 66 SPONSOR leer\ of tli<' idea, since no advertiser had suggested the wide use <>1 dialogue commercials on a myster\ program. For the fifth time. Susjx'iisc u;i- put through the paces of the Program An- alyzer ai CBS on L5 July, L948, the week following the first Suspense radio hroadcast for Auto-Lite. \\ itli the pro gram's format set and the Story portion of it typical of the tight psychological plots that had been proved effective in past tots, the interest level was high throughout the stor) portion. This was no particular surprise at CBS; it was more or less what they had expected. Hut the test was primarih to deter- mine the efficac) of the commercial form being used and the effect ol the manner of presentation on the listener panel. It came as a mild surprise to CBS to see the fairly good rating it got. The short opening dialogue, which came in cold, alter the opening line. for a page or so of script (30 seconds usually), drew a plus-f2 in the trend line of the findings. This was definite!) favorable. The second dialogue com- mercial, which came at the end of the first-act cliff-hanger, ran for a minute or so, and drew a plus-one. It ended in a short, montage-like series of men- tions of the various leading Auto-Lite products, punctuated by music. This was straight selling, and it rated slight- l\ lower than the straight dialogue commercial, which continued the orig- inal discussion of Auto-Lite Sta-Full Batteries that had been going on be- tween father and son and their neigh- borhood fireman. The closing com- mercial came after the curtain line of the long second act. Being somewhat anticlimactic, since it showed the fire engines roaring out of the firehouse to the accompaniment of much ringing of bells and roaring of motors, it drew a below -average score of minus-eight. What helped to pull it down, and the point at which disapproval was strong- est, was an Auto-Lite musical jingle which had been worked into the tag end of the commercial. The panel members didn't like this at all. In the final recap. ('BS discovered that 23r< of the panel liked the com- mercials ■"better than most." do', thought thej were "about average," and ')' , thought the) were "worse than most." ()nl\ about 10' < of the panel members felt the dialogue com- mercials interfered with their enjoy- ment of the show, and more than twice as many said the) thought the) added to their enjoyment. Comments stated thai panel memhei - fell the) were "in tercsting" and "fitted well into the -how." The negatives on the jingle, a surprise to holh client and ( Kv. were mostl) that it was '"irritating, "repetitious." and "didn't -uit the show or the sponsor since it lack- dignity. Newell Knunctt's Director of Re- search. Cerald Tasker. made a panel studv of the first three Sit.spen.se broad- casts under the aegis id \uto-Lite. Ibis was a questionnaire-type studv. which wa- made, lor the purposes of speed, in the New 1 ork area. The question- naires were designed to get a reaction to the show a- a whole and to the com- mercials in particular, and to parallel the findings of CBS Research. Like the latter, Newell-Emmett's showed a lot of negatives on the musical jingle in the closing commercial, and added great}) to the decision to drop the jingle. \l-o. the Newell-Emmetl panel's findings showed that !!()' , of its members had ranked the dialogue commercials in the "excellent-to-good " categoi \ . w hi< h backed up the ( T>> studv and showed agenc) and client they were indeed on the right track. In fail, reaction to the dialogue commercials was 5095 WTAR delivers more listeners per dollar, too! in the Big, Able, and Eager-to Buy Norfolk Metropolitan Market Yes, most folks in the Norfolk Metropolitan Market listen most of the time to WTAR. WTAR delivers more listeners per dollar than any other Norfolk station, or any combination of Norfolk stations. Any Hooper report you look at shows this consistent, overwhelming preference for WTAR. And on the basis of listeners-per-dollar . . . WTAR is an even better buy. So, for bonus audience and extra sales, let WTAR sell for you in the Norfolk Metropolitan Market. P. S. You may be missing extra sales if the Norfolk Metropolitan Market isn't included in your radio plans. This amazing market — Norfolk, Portsmouth, and Newport News, Virginia — continues to grow.* Mate the mighty potential of this big market with the buyers' preference for WTAR, and watch your sales soar and profits more so. See Sales Management Survey of Buying Power, 1949, Page 128. N. B. C. Affiliate 5,000 Watts Day and Night Nationally Represented by Edward Petry & Co. 20 JUNE 1949 67 higher on the third show than it was on the first. Vs a result, the dialogue commer- cials mi the network radio version of Suspense have stayed there. The jingle, easy to integrate into a music or corn- ed) show, but difficult for mysteries, lias been eliminated. That the show is now doing a good selling job for Auto- Lite, something the Program Analyzer cannot prove, is shown in Auto-Lite's increased sales and dealer enthusiasm for the show. (.liS now prefers to build up its own packaged programs, not as Suspense was built bv improving it constantK while it was actually running on the air, but bv telescoping this method and developing -hows through testing them to the point of highest approval before they are officially launched on the network. Although the machiner) of pre-testing has now moved '"behind the scenes. Suspense remains as the highest-rated myster) show in radio to prove the point that programs don't reach the upper rating brackets b\ ac- cident. It is more often than not the application of research findings thai gets and keeps (hem there. -» * * MR. SPONSOR ASKS (( nutuuied from page 39) based on this principle. But still there is a lot of blue sk\ being sold on \\l stations tu theoretical listeners. Theo- retical because they are not within the nighttime fade-free, interference- free service range of an AM station advertising a sponsor's product. I he time has come for advertisers and agencv people to wake up to facts. I \l is an efficient medium for national advertising. »» , r wi W illiam E. Ware President FM Association U ashington. I). (.. I'M broadcasting is alive today only because it is SO much better than AM that virtually nothing can kill it. It has survived b o d \ blows which woidd have de- stroyed a system IN CHICAGO NIC mi CBS f» J a« .««.«. BUT . . . NOT PER DOLLAR SPENT WIND first! WIND third! PULSE — 52 WEEKS, '48 in circulation per dollar in total audience 6 AM-6PM-7days wk 560 KC • 400 N. MICHIGAN AVE., CHICAGO, ILL THE KATZ AGENCY, INC., NATIONAL REPRESENTATIVES of less vitality and outstanding superi- ority, but these blows have hurt. FM. which should long since have been the dominant svstem of aural broad- casting, is today oidv beginning to come into its own. I group the assaults on FM into four general, interrelated categories. First, we have had obstructionism bv inter- ests that feared FM as a competitor, and/or did not have patent control of FM. Second, inexcusable laxness by former Federal Communications Com- missions delayed FM's pre-war start for several years and. post-war, nearlv killed it altogether by an unwise change in frequency allocation i these were the same FCCs that left the pres- ent FCC such an unholy mess to un- tangle in television allocations i . Third, the production and sale of many in- ferior FM sets: and fourth, advertisers have not been told the truth about the inferior coverage of AM as compared to FM. The frequency changes which crip- pled I \l Iiii several vears were In -I suggested bv an engineer for one of the major networks. The changes were supported bv the theories of a former Commission employee, which he has since admitted under oath were wrong. and were made against the advice of seven of our greatest scientific authori- ties on the subject of radio-wave pro- pagation. The FCC moved FM into a waveband for which high-powered transmitting tubes did not exist, and which lopped two-thirds from the area thai each station could serve. Then, as if to add murder to mayhem, power allowed for FM stations was sharply curtailed. Radio manufacturers, as a whole, did little to help the situation. They were so s|,>w getting into FM produc- tion that in L946 Zenith made more than one-third of all FM sets reported to RM\. Woi-c was the pool qualitv that has characterized main receivers. Where maximum sensitivity was essen- tial to help overcome the limitations put on I'M transmitting bv the 1945 FCC. many sets were worse than the poorest ones ol pie-war. With poor -ciiMlivitv came also poor all-around performance two years ago a reallo- cation in channel assignments was Forced bv inability ol some receivers to separate close-together I M stations. Some ol the poor sets resulted from poor design and production; others came from manufacturers who at- tempted to engineer around Vrmstrong I M patents. 63 SPONSOR There were, Fortunately, a lew manu- facturers who put honest quality into their FM. and who began developing first-class sets in lower-price brackets. Nevertheless, when we tested L6 com- peting makes of sets earh this year we made the appalling discovers that their average sensiti\it\ was 106 microvolts. That is terrible — in our post-war production we have had no trouble producing sets that averaged more than three times that sensitivitv i from 30 to 35 microvolts). On new models we are now introducing we are holding to an average of less than ten microvolts, ten times the sentivity of the If) competing makes we tested. The trouble has been that too many advertisers have judged FM by poor FM receivers; that too many set owners have failed to receive the ad- vantage that FM offers: and that too main FM broach asters have been too desperately concerned about quantity of FM sets in their area to wonder how well their station was received on all makes of sets. FM would be much further along as a national advertising medium if advertisers reallv understood what it is they buy in radio broadcast coverage. They buy on the basis of AM coverage maps which are frequently, so far as nighttime coverage goes, as fictitious as the tales of Paul Bunyon. When the sun sets it drops a blanket of interference around every AM sta- tion except those on clear channels, and these powerful outlets are unable to cut through the static that prevails for much of the year through many large, populous areas of the country. Ed Kobak. when president of Mu- tual, summed it up by saying that broadcasters in many areas have been selling "'blue skv " too long. He also said that Mutual covers more families at night with its 160 FM affiliates than it does with all of its 500 AM outlets. The trouble w ith most of us who live in large cities is our tendency to take for granted that if we can hear a variety of AM programs the rest of the country can do the same. Such is not the case. Zenith has several distribu- tors who sell FM at a rate to make your hair curl for the simple reason that FM is the only way some people in their territories can hear some net- work programs at night. Advertisers have not been told that many network stations could reach far more people through their FM affil- iates than though the AM outlet the advertiser buys, but it is a fact. The reason is vcrv simple: mam ol these \\l outlet- cover as little as 100 square miles after dark, but in some areas have an FM affiliate that covers 10.000 square miles in which surveys show that 25 to 30', of the people own FM receivers, and can get accept- able radio service oidv on FM. The man who buys a network without look- ing to see what he is getting in the wav of FM coverage is very likely buj ing some of the "blue sky" Fd Kobak mentioned. FM is still far from being a truly national service, but it is making giant strides. FM broadcasting is rapidl) improving in variety and quality, with a growing number of important "ex- clusives" that cannot be heard on AM. In Chicago todav. for example, the owner of a good FM set can bear more programs better on FM than on AM; believe it or not, without an FM set a Chicagoan cannot even hear some of the best programs of the American Broadcasting Company . FM is moving ahead vcrv rapidlv. Zenith's new supersensitivity has re- stored to FM stations a large part of the coverage they lost when FCC kicked FM upstairs. I M i- alread) the dominant -v stem "I aural broadcasting in some areas. These areas will expand in size and number as increasing quantities of super-sensitive I \l receivers arc owned bv the public-. I believe it to be av they're finding CONSUMER MARKETS a most reliable and complete source of marketing data. It covers all counties. all cities and towns with daily newspapers and/ or radio stations, all incorporated urban area- with populations of 5.000 and over. lis market maps for every state and for ever) cit\ li 250,000 population and over help ■ ■ he : help- ful and valttal U even ■ i had," says an to visualize the areas of interest in you. Besides, in the Service- Ads* of many individual newspaper-, radio stations and other consumer media, you find additional qualitative in- formation pertinent t<> the prob- lem of how to cover marketing areas of specific interest. Be sure to use SRDS CONSl MER MARKETS whenevei you need in- formation nn tun local market in the I . S.. the U. S. Possessions, Canada, or the Philippine Islands. The nr« ami further improved 1949-1950 Edition, to be published September I. will give you, alon - with 1948 estimates, the most re- cent data obtainable from the I . S. Govt, and other reliable souri i - advertising in CM, thai sell by helping people buy. CONSUMER MARKETS Published by Standard Rate Inc. 333 North Michigan Avenue, Chicago 1, Illinois \1V\ Y/ORK • LOS VNGELES • SAN FRANCISCO 20 JUNE 1949 69 SPONSOR SPEAKS knell of radio. Ri\ advertisers, agen- cies, and even b\ member stations. I he firsl |nool thai the \ VB's com menial -v\ itch w asn t just lip sei \ ice is the Canadian government's appropi- ation of a token $35,000 foi travel advertising. It's a small pari of the over-million-dollai budgel which the Canadian travel bureau spends on ad- vertising each sear.but it s a start. The entire $1,000.0(11) was -pent previously in newspapers and magazines. There's choice time available during the summer months for travel adver- tising on the air. Listeners' minds fre- quentl) are. up to the last pre-v action minute-, undecided on w here to go especially il there's a car in the family, Thus. Canada's appeal is addressed to vactioners living within 300 miles of the border. Stations in this area are being asked to rush availabilities to ( ockfield, Brow n Si Co., Ltd., the agencv handling the account. Credit for breaking down Canadian thinking goes to the N \B and its new advertising subsidiary. Broadcast \d- vertising Bureau, headed hv Maurice Mitchell. It goes to N Al! itself because the fight stalled before the BAB came into being. It goes to BAB because pushing the government bureau into the final decision was the job 01 Mil- i hell w ho heads the Bureau. The stai i has been made. B \B has proved il can carr) the tale of how well broadcast advertising sells even to hide hound governmental bureaus. 70 SPONSOR Reprinted from SPONSOR. June 1948 The FALL FACTS Edition is a unique "briefing" issue designed to help buyers of time and programs plan Fall radio and television campaigns during the summer months. It is factual, concise, compact, and specializes in time-buying "tools." "For the fir.sl lime I have had the experience of picking up a publication the contents of which, from cover to cover, impressed me as having been prepared for me and me alone." C. E. Hooper C. E. Hooper, Inc. "On my trip to Chicago I used your Sponsor Check List (July issue) to see how we were doing." Joe Leff Adam Hats "Your July Facts issue is the best one of any trade paper at any one time. You deserve hearty congratula- tions. I can use a couple extra copies." H. C. Wilder WSYR "For our money the July issue is a real humdinger . . . and such an issue will remain close at hand for a long time to come." E. P. J. Shurick Free & Peters "The July issue of SPONSOR is a knockout." Howard Yeigh J. Waller Thompson Co. "I was gratified to notice the terrific amount of space that you devoted to spot broadcasting in the Fall Facts Issue . . . It's pleasing to see an industry paper of standing back up our story with facts." Wells H. Barnett Jr. John Blair & Company OUT 18 JULY Advertising Forms Close 1 July 1949 / FORT DODGE • / !* SHENANDOAH N ' Uwl) • MARYVILLE 1 ^ \Ho" I «••««-•— , &'«">> KIRKS VILLE * \ <, WILLS CtTY*\ Y -s^TRENTONCW ^^---AWrH. \ ^■^^^■f^""*^^, VI I $ * CHILLICOTHE ' \ HIAWATHA* XI^rI Shl&M**™-? * 1 • MACON V, I V* st. joseph /U.^rr^il.rdri I Atchison JPucnjnan /IT J Catiutl Rawer I iTrutcnv .T — : ri.ninn V—fr-' 1 '.. . Atchison ^"ucn* Rile, / Pottawatom.e I 1 7lA3TCPISON * ST. JOSEPH. / uv.np'o" ) — c ^EXCELSIOR SPRINGS _X xMOBERLY * r EXCELSIOR SPRINGS _j^ " LEXINGTON • CAHROLLTOII -I. Shawnee | }% KANSAS *CITY *t^KANSAS CITY * * |0ooR*J.AWRENCE»». ' WAR Aud"3n * M£> 1 Jf [ LEXINGTON • CARROLLTON-L | Aud-*. A%1 ^V^V/7/uw*** I * MARSHALL * ("Wyandone * INDEPENDENCE * "»**«»"»'»'/* X--— Franklin J Mum * OTTAWA Farrensb Andefion 1 CajiaiMi ♦ COLUMBIA 0 BOONVILLE * * SEDALIA £ \ ■ Hen.-, ' |~ JEFFERSON CITY * **\ * CLINTON M.^~ • BUTLER \ I 1. CNCE SY# * ^TA * ' *3 COLUMBUS • COFrEYVILLE PIC HER •• MIAMI * r\ (55 of them local) joined the U i 1 1» 1 1 1 Swing to WHB. More Kansas *2SS$*)t? jBffSj; City advertisers now usje WHB than all other stations combined. In one year (1948), WHB increased its power ten times ^..received 147 m more I — mail . J . added to its coverage area~89 new counties in three states, with a potential of two and a half million new listeners. I /MEASURED PRIMARY COVERAGE joplin"/ "0.5mv/m" • CAJ "1 10,000 WATTS IN KANS4 * — ) DON DAVIS, Prei.denl .,% JOHN T. SCHILLING, G«-<. Mgr. MUTUAL NETWORK • 710 KILOCYCLES ♦ "5,000 WATTS NIGH1 _J