■nonH minimiSf MD coLLEGE PARK Digitized by the Internet Archive in 2013 http://archive.org/details/sponsor51sponno2 index second halt- vol. 5 JULY THROUGH DECEMBER 1951 Issued every six months Advertising Agencies How good is your account executive?- 13 Aug. p. 36 Why so many sponsors are changing agencies __ 27 Aug. p. 23 Frank Delano, Foote, Cone & Belding, profile 8 Oct. p. 60 Elizabeth Black, Joseph Katz Co., profile 22 Oct. p. 56 Lawrence Valenstein, Grey Advertising profile 5 Nov. p. 54 Timebuyers are agency's forgotten men 19 Nov. p. 34 James M. Cecil, Cecil & Presbrey, profile 19 Nov. p. 58 A day in the life of an account executive.. 3 Dec. p. 27 Barry Ryan, Ruthrauff & Ryan, profile 3 Dec. p. 58 Ray Vir Den, Lennen & Mitchell, profile 17 Dec. p. 54 Milton Biow, Biow Company, profile .... 31 Dec. p. 56 Automotive and Lubricants Auto firms on the air, forecast 16 July p. 33 Shell Oil, Atlantic Refining air strategies.. 16 July p. 34 Conoco strikes oil with spot radio and TV 13 Aug. p. 28 WMAY d.j. sells used cars via new approach 13 Aug. p. 55 Brian Rootes, Rootes Motors, profile 27 Aug. p. 18 WHIO-TV swap shop triples tire recap business 27 Aug. p. 32 Auto-Lite spends ?1,500,000 on AM/TV mysteries 8 Oct. p. 40 H. M. Warren, National Carbon Co. (Prestone anti-freeze), profile 22 Oct. p. 22 Rayco (auto seat covers) profits by air errors. .... 19 Nov. p. 36 Forum: How can new car dealers best use air? .... 19 Nov. p. 50 Goodyear Tire sponsors biblical drama on TV 17 Dec. p. 24 Broadcast Advertising Problems and Developments Radio stations assert strength of AM.. 2 July p. 17 "Radio weak in selling itself": Kobak 2 July p. 26 Outlook for advertisers in network radio 16 July p. 44 Network radio circulation facts and figures. 16 July p. 44 What does network radio cost? 16 July p. 50 Trend toward flexibility in net radio 16 July p. 55 Spot radio: facts and figures .. 16 July p. 65 FM radio: fall 1951 outlook _ 16 July p. 95 Transit Radio: fall 1951 outlook 16 July p. 96 Storecasling yields satisfied sponsors 16 July p. 100 Regional networks prosper 16 July p. 105 Forum: How can radio better sell itself? 16 July p. 176 New broadcast codes and censorship _ 16 July p. 187 California broadcasters make radio sales pitch 30 July p. 18 New low cost of network radio 30 July p. 21 Stuart Chase's 1928 prophecy on radio 30 July p. 32 Broadcast sales group stresses flexibility 13 Aug. p. 20 Why radio will thrive in a TV era T 10 Sept. p. 25 Why sponsors are returning to radio 24 Sept. p. 27 Are networks encroaching on spot radio? 24 Sept. p. 34 SCBA presents case for California radio 24 Sept. p. 40 The truth about Red Channels: I 8 Oct. p. 27 Tape recorder is revolutionizing AM programing 8 Oct. p. 32 The truth about Red Channels: II .... 22 Oct. p. 30 NBC's new radio plan 22 Oct. p. 32 Today's AM-TV clinics do real job 22 Oct. p. 35 How to keep Reds off the air — sanely: III 5 Nov. p. 32 How many NBC milestones can you remember?.... 19 Nov. p. 38 Radio networks are being reborn _. 3 Dec. p. 38 Let your salesmen in on your advertising 17 Dec. p. 27 New network merchandising era ... 17 Dec. p. 32 Do cigarette claims hurt all air advertising? 17 Dec. p. 34 Clothing Samuel Sennet, Howard Clothes Corp., profile .... 19 Nov. p. 16 Forum: Can men's apparel be sold effectively on radio and TV? 3 Dec. p. 48 Codes and Censorship Government censorship possibility; NBC code... 16 July p. 187 Be careful on the air; radio censorship: I 10 Sept. p. 30 TV introduces new censorship anxieties: II _ 24 Sept. p. 36 The truth about Red Channels: I 8 Oct. p. 27 The truth about Red Channels: II 22 Oct. p. 30 New TV code proposed by NARTB 5 Nov. p. 27 How to keep Reds off the air — sanely: III 5 Nov. p. 32 Do cigarette claims hurt all air advertising? ... 17 Dec. p. 34 Commercials and Sales Aids Schwerin pre-tests radio/TV commercials 2 July p. 28 Fall 1951 trends in radio/TV commercials 16 July p. 12 Singing commercials have potent sales punch 16 July p. 85 Petry device previews TV shows, pitches 30 July p. 45 Transfilm briefs admen on film commercials: I 13 Aug. p. 34 Forum: Do "best-liked" commercials sell best?. . 13 Aug. p. 48 Transfilm gives lowdown on film commercials: II 10 Sept. p. 39 How to be a dud at writing radio commercials .... 8 Oct. p. 38 The jingle that built Carolina Rice _ 22 Oct. p. 40 So you think you own your own jingle? 5 Nov. p. 35 How to blend film-commercial techniques 19 Nov. p. 40 Do viewers remember your TV commercial? 3 Dec. p. 32 Station breaks pack punch in few seconds 3 Dec. p. 40 Confections and Soft Drinhs Coca-Cola, Canada Dry air strategies 16 July p. 34 Mars top user of air media among candy firms ... 16 July p. 37 H. W. Guppy, Planters Nut & Choc. Co. profile 30 July p. 16 Cliquot Club sold by TV ventriloquist, dummy.— 8 Oct. p. 56 How kid TV show sold Coca-Cola 19 Nov. p. 24 Contests and Offers Trends in contests and premium offers 16 July p. 169 How sponsors profit with premiums: I 13 Aug. p. 32 Sponsors cash in on kid premiums: II 27 Aug. p. 28 How to run a premium promotion: III 10 Sept. p. 34 Flamingo premium offer reaps record returns 17 Dec. p. 50 Beer sponsor profits from "Disk Jockey Contest" 31 Dec. p. 54 Drugs and Cosmetics How drug firms are using the air _ 16 July p. 33 Tintair, Hazel Bishop rose with use of radio/TV 16 Julv p. 36 Chap Stick wins male trade via spot radio 30 July p. 24 J. Sanford Rose, Rhodes Pharmacal, profile 13 Aug. p. 18 Vick Chemical uses Canadian radio 27 Aug. o. 53 Elmer H. Bobst, Warner-Hudnut, profile 8 Oct. p. 22 Frank Clancy, Miles California Co., profile 5 Nov. p. 20 Rybutol zooms to No. 1 vitamin spot via air 19 Nov. p. 30 Jack S. Hewitt, Anahist Co., profile _ 3 Dec. p. 20 Serutan climbed to top with radio/TV 17 Dec. p. 30 Farm Radio Big response to WOW-promoted farm study tour 2 July p. 43 Oyster Shell uses spot radio to reach farmers 3 Dec. p. 30 WGY celebrates 25 years of farm airers 3 Dec. p. 52 Food and Beverages M. H. Robinson, Monarch Wine Co., profile 2 July p. 16 Ruppert, Pabst, Piel's lean on radio/TV 16 July p. 35 Mueller's, National Biscuit air strategies 16 July p. 35 Continental, Quality Bakers find radio/TV works 16 July p. 36 Carnation, Borden put radio/TV to work 16 July p. 37 Nedicks revives sales with spot radio 27 Aug. p. 26 Radio/TV help Ruppert from red ink to black 27 Aug. p. 32 Kellogg Co. uses Canadian radio 27 Aug. p. 63 Barbara Collyer, Welch Grape Juice Co., profile 10 Sept. p. 20 Quaker Oats resumes AM schedule, continues TV 24 Sept. p. 30 Carolina Rice builds radio campaign on jingle... 22 Oct. p. 40 K. J. Forbes, Bovril of America, profile 17 Dec. p. 20 Flamingo offers premium, reaps record returns ... 17 Dec. p. 50 H. E. Picard, San Francisco Brewing Corp., profile 31 Dec. p. 12 Seabrook switches to own frozen food brand 31 Dec. p. 30 Foreign Radio U. S. advertisers hit pay dirt in Alaska 2 July p. 17 How to sell foreign language market 16 July p. 102 Radio advertising outside U. S. __ 16 July p. 104 Alert advertisers slant pitch to foreign groups. ... 27 Aug. p. 20 Canada: the market 27 Aug. p. 38 Canada: radio facts and figures 27 Aug. p. 40 Canada: tips to radio advertisers 27 Aug. p. 48 Canada: how successful air advertisers operate _ 27 Aug. p. 52 Forum: What Canada air offers U. S. sponsors ... 27 Aug. p. 56 insurance and Finance Wellington Fund gets new investors via radio.— 2 July p. 42 Banks can do better on radio/TV 10 Sept. p. 32 Radio ups sales 400% for insurance firm 19 Nov. p. 54 iff ail Order and Per Inquiry Mail order strong on AM, weaker on TV 16 July p. 184 Per inquiry deals being discouraged 16 July p. 184 Rayex Nite Glasses win with radio mail order 8 Oct. p. 30 Merchandising Merchandising aid offered by nets, stations 16 July p. 185 Big-city stations swing to merchandising 13 Aug. p. 25 "Radio Dollars" merchandising-premium plan 5 Nov. p. 48 Rybutol uses high-pressure merchandising 19 Nov. p. 30 Networks offer new" merchandising benefits 17 Dec. p. 32 Forum: If the radio networks go in for merchan- dising, what services would most benefit ad- vertisers? 31 Dec. p. 52 Miscellaneous Products and Services Harold L. Schafer, Gold Seal Co., profile... 16 July p. 22 Why sporting goods neglect the air.. 30 July p. 29 Mausoleum sells crypts via radio 13 Aug. p. 54 Ronson uses Canadian radio 27 Aug. p. 62 Reynolds Metals makes friends on local level 10 Sept. p. 28 G. N. Coughlan, G. N. Coughlan Co., profile 24 Sept. p. 14 Hudson Pulp & Paper buys back into spot AM.. 24 Sept. p. 28 Radio turned tide for Rayex Nite Glasses 8 Oct. p. 30 Longines-Wittnauer dignified programing sells ... 5 Nov. p. 30 Why Cannon Mills turned to radio and TV 5 Nov. p. 36 Oyster Shell feed firm thrives on spot AM 3 Dec. p. 30 Singer Sewing Machines' happy radio/TV trial.... 31 Dec. p. 36 Programing, General Morning men prove sponsor bonanza _ 2 July p. 19 Forum: How will net radio programing change? 2 July p. 40 Programing trends in network radio 16 July p. 50 Spot radio programing trends 16 July p. 72 Network co-op programs pick up billings..... 16 July p. 92 More sponsors using transcribed syndicated shows 16 July p. 88 Music libraries offer low-cost programs 16 July p. 94 After-midnight radio yields sales successes 30 July p. 26 Canadian radio programing 27 Aug. p. 49 Science fiction hot bet on radio/TV 10 Sept. p. 36 Who is to blame for stereotyped programing? 10 Sept. p. 44 Ice Follies uses radio one-shots effectively 10 Sept. p. 50 Ziv transcribed comedy series attracts sponsors 10 Sept. p. 51 Forum: Will "live" radio decline to be replaced by more transcribed shows? 24 Sept. p. 52 Mysteries on AM and TV pay off for Auto-Lite ... 8 Oct. p. 40 How to remake an AM drama for TV 22 Oct. p. 38 Political one-shot pays off for WIP sponsor 22 Oct. p. 55 Dignified musical programing sells for Longines 5 Nov. p. 30 Why blame the program director? 3 Dec. p. 34 Does controversy spur sales? 31 Dec. p. 34 Radio hypnosis proves sales-winning stunt on KYA 31 Dec. p. 54 Programing, Television Trends in spot TV programing 16 July p. 140 Network TV co-op shows gain sponsors 16 July p. 142 Program trends in network TV 16 July p. 152 Alternate week TV programing ... 16 July p. 159 TV film programing, trends, firms 16 July p. 171 Viewer gripes are tip-off to better TV programs ... 13 Aug. p. 30 First daytime TV soap opera put on film 27 Aug. p. 20 Science fiction rockets to radio/TV popularity 10 Sept. p. 36 TV disk jockey packs potent sales punch 10 Sept. p. 50 Daytime TV program preferences 8 Oct. p. 37 "Suspense" on TV and AM pays off for Auto-Lite 8 Oct. p. 40 How "Mr. District Attorney" was remade for TV 22 Oct. p. 38 Forum: Programing music effectively on TV 22 Oct. p. 46 Public Utilities Bell Telephone's regional firms use spot AM/TV 2 July p. 24 How electric companies use air nationally: I 19 Nov. p. 32 Electric, gas utilities like spot radio/TV: II 3 Dec. p. 36 Research Schwerin pretests programs and commercials 2 July p. 28 New ARBI findings on newspaper vs. radio 16 July p. 24 Radio Basics: a charted compendium of statisti- cal information about radio, its audience, pro- grams, costs, billings 16 July p. 107 Radio and TV research trends, organizations 16 July p. 164 Basic research techniques and weakness, chart .... Radio vs. TV in Tulsa _ Market tests help chart sales expectancy Out-of-home listening evidence grows Forum: Should radio/TV ratings be expressed in number of homes reached? Radio listening in Midwest: spring 1951.. Bigger and better BMB-type study on way CBS-NBC study measures individual listening How BAB will serve sponsors in 1952. New BAB station sales tool _... How is radio doing in TV homes? Retail Department stores test radio vs. newspapers.- Spot radio pours customers into Nedicks stores ... Furniture stores on the air How radio can sell retailers better: Joe Ward Exciting radio pitches build supermarket traffic... Forum: Can men's apparel be sold effectively on radio and TV? 16 July P- 165 10 Sept. P- 22 24 Sept. P- 38 5 Nov. P- 36 5 Nov. p. 46 19 Nov. P- 27 3 Dec. P. 39 3 Dec. P- 39 17 Dec. P. 37 17 Dec. P- 51 31 Dec. p. 25 16 July P. 24 27 Aug. p. 26 8 Oct. P- 42 22 Oct. p. 36 19 Nov. P- 54 3De p. 48 Soaps, Cleansers, Toilet Goods Air media get much of Rinso, Bab-0 budgets.... Lever Bros, uses Canadian radio Procter & Gamble uses Canadian radio Bab-0 bounces back with new air approach 22 Oct. Bristol-Myers remakes "Mr. D.A." for TV Sports TV and sports: many hurdles to clear Grocery chain courts men with sports show _ Forum: Will promoters curtail sports sponsorship because of TV's effect on the boxoffice? Sports sponsorship developments in Fall, 1951 Television TV Dictionary/Handbook, D-L Spot TV: rates, costs, availabilities, who uses Network TV: circulation, costs, availabilities, pro- gram trends, leading clients, agencies Kinescope recording trends Theatre and subscriber TV, forecast How to cut TV program, commercial costs TV union problems TV Dictionary /Handbook, L-R Network vs. spot TV for filmed shows TV Dictionary/Handbook, R-Z Forum: How can low-budget advertiser use TV? More rural families own TV sets _ What TV viewers gripe about What TV has learned about economy Don't lose out on daytime TV Do viewers remember your TV commercial? Forum: How soon will morning TV become im- portant to national and regional sponsors? TV commercials: Four cartoons Timebuying Early morning hours good bet for sponsors What does network radio cost? . Spot radio time rates Trends in spot timebuying Tips on fall 1951 timebuying Network radio becomes good buy After-midnight radio: low-priced effective What's your TV choice: net or spot? TV for the low-budget advertiser Don't lose out on daytime TV "Flowchart" simplifies air buying Timebuyers: underpaid, underplayed, overworked Are you overlooking station breaks? Weed cost breakdown eases spot TV buying Forum: How soon will morning TV become im- portant to sponsors? Tobacco How cigarette firms use the air Do cigarette claims hurt all air advertising? 16 July p. 33 27 Aug. P- 64 27 Aug. p. 65 22 Oct. p. 27 22 Oct. P- •38 16 July p. 181 10 Sept. p. 50 8 Oct. P- 48 3 Dec. p. 38 2 July P. 31 16 July P. 137 16 July p. 149 16 July p. 158 16 July P- 181 16 July P- 182 16 July p. 185 16 July P- 190 30 July P. 30 30 July P- 34 30 July p. 38 13 Aug. p. 20 13 Aug. p. 30 24 Sept. P- 32 8 Oct. P. 34 3 Dec. P- 32 17 Dec. p. 46 31 Dec. P- 32 2 July p. 19 16 July P- 50 16 July P- 68 16 July P- 82 16 July n. 198 30 July P- 22 30 July P- 26 30 Julv P- 30 30 July !'• 38 8 Oct. P- 34 5 Nov. P. 40 19 Nov. P. 34 3 Dec. P. 40 17 Dec. P. 38 17 Dec. p. 46 Transcriptions Transcribed programs, use of, costs, popularity... What library services offer Ziv comedy series attracts many sponsors Forum: Will transcribed shows replace live? Tape recorder is revolutionizing AM programing 16 July P- 32 17 Dec. P- 34 16 July P- 88 16 July P- 89 10 Sept. P- 51 24 Sept. p. 52 8 Oct. p. 32 ULY 1951 • 50c Per Copy $8.00 a Year -:v. NA 1 IUINAL BHUAUliAd 1 !N« UUWirK ilW GENERAL LIBRARY .o rockefeller Kobak:T<^t &ors aren't really down on idio — p. 26 You've got to wake up early to outsell these red hots — see p. 4 SP 10-4-i 12220 MISS FRANCES <" PRAGUE NATIONAL BROADCASTING 30 ROCKEFELLER PLAZA M £ W YOTK 20 N Y nepur New and Renew page 13 Mr. Sponsor: Meyer H. ! Robinson page 16 Wake-Up Time Pro- graming page 19 How Bell Companies Use Spot page 42 Editorials page bA THE STARS THAT SHINE AT MORNING-TIME . . . 6:45 & 7:45 A.M. NEWS WIS Newscaster Bob lyle presents complete roundups of the news at 6:45 and 7:45 A.M. All news gathered from the extensive wire services leased by WLS. Both News periods have enjoyed a wide and loyal following based on accuracy, impartiality and completeness of presentation. 7:00 A.M. BUCCANEERS National Barn Dance favorites, Captain Stubby and the Buccaneers, offer music, comedy and sparkling songs as part of the breakfast menu. This group last year appeared before nearly 200,000 people in personal appearances. 7:15 A.M. BOB ATCHER The Midwest's favor- ite cowboy, Bob Atcher, Top Hand of the Cowhands'' weaves a pattern of songs long en- joyed by Midwest listeners. Popular with listeners through years of radio association, Bob is also one of TV's bright stars, having won a special plaque in a recent popularity poll. *)U 'pavwUte WLS StaM ...AND LISTENERS BECOME OU ADVERTISERS' CUSTOMERS! The Midwest's favorite WLS stars shine at morning-time! Daily fror 5 :00 to 8 :00 A.M. the successful WLS formula of block programming with l\\ talent shows attracts listeners from every corner of the WLS-Midwest coverag area. Featuring stars of the NATIONAL BARN DANCE, these mornir. programs have consistently maintained a degree of leadership as reflects in A. C. Nielsen's 1950 Station Area Reports, which place WLS first fs second in audience during each 15-minute period! This leadership again demonstrates the degree of acceptance enjoyei by WLS . . . the listener-loyalty Midwesterners have toward th station, its programs and personalities. ... In Terms Of Results Using these WLS morning time periods: brougl nearly a million and a half box tops from WLS listener to a cereal company over a period of 16 years ... re suited in over 5,000 proof-of-purchase requests fo an ironing board cover offered by a starch mam facturer last summer in a six week period. A offer of a Dolph Hewitt record for prize joke brought over 3,000 letters in three weeks! I mail order account sold $13,959 worth c its product in just five weeks! It's a "must"' that you consider WL morning-time in your plans for com plete Midwest coverage. Participa tions are still available in limite numbers. Your John Blair man ha complete details. 7:30 A.M. DOLPH HEWITT RCA Victor Record- ing star, Dolph Hewitt, offers a unique style of sing- ing enthusiastically accepted by Mid- west listeners. Backed by the WIS Sage Riders, Dolph rounds out the 15-minute show with smooth singing and melodious renditions of all time favorites. KILOCYCLES, 50,000 WATTS, AMERICAN AFFILIATE. PROGRAMS THIS FALL ON NETWORKS WILL ZOOM DOWN IN COST— Bulk of NBC pro- grams this fall will cost sponsor less than $5,000 weekly, lower than in many- years. CBS, Mutual, ABC as well are winnowing schedules, emphasising novelty and low cost. Atmosphere at net programing departments is definitely experimental. Lester Gottlieb, CBS radio programs director, told SPONSOR: "We are willing to gamble as long as these new ideas help stimulate the greatest of advertising medi- ums." (For fall predictions from program men of all 4 nets, see page 40.) HUDSON OFFER IS DESIGNED TO TEST RADIO IN TV MARKETS — Those Hudson Pulp and Paper mail pulls you've been hearing about are part of firm's analysis of radio effectiveness in TV markets. On heels of whopping WOR, New York, mail count, WFIL, Philadelphia, scored total of 5,729 cards and letters as result of single announce- ment. On first day after pitch, 3,500 pieces were received. Firm offered 4 cou- pons exchangeable for 4 boxes of napkins. Early-morning d.j. LeRoy Miller made offer at 7:15 a.m. YOU'LL BE HEARING FROM NARTSR'S MURRAY CRABHORN— There ' s plenty of activity ahead for Murray Grabhorn who takes over today (2 July) as managing director of National Association of Radio and Television Station Representatives. Dozen proj- ects have been lined up for him, including research on average cost of spot radio over past 10 years — compared with average cost of other commodities and rise in radio's circulation. Like his predecessor Tom Flanagan, who was always in thick of spot radio/TV's promotional battle till illness enforced his withdrawal, Grab- horn will make plenty of statements, service advertisers with information about spot . DAYTIME TV AUDIENCc MAY HAVE REACHED ITS PEAK — Seymour Smith, Advertest re- search director, believes daytime TV audience may have passed its peak percentage- wise. He points to recent Advertest study which shows that daytime audience in- creased by less than one-third between 1950- '51 while at same time set ownership increased by one-half. Other important discoveries of study were: (1) daytime TV exhibits no novelty effect, with long-time owners watching more than short-timers; (2) average daytime viewer spends 10 hours weekly (Mon.-Fri.) viewing between 9:00 a.m. and 5:00 p.m. ; (3) if non-viewers so desire, they can find time to watch dur- ing day. CROSLEY INCENTIVE PLAN SYMPTOMATIC OF STEPPED-UP SELLING BY RADIO/TV— Crosley Broadcasting's "Operation Sunburst" is first sales incentive plan in firm's history. Salesmen who sell most time this summer (proportionate to their opportunities) get prises, including 2-week vacation in West Indies. Contest is symptomatic of stepped-up selling philosophy now permeating many radio stations. In this case, TV comes in for equal plugging to combat hiatus drop-off on WLW-T-C-D. SPONSOR, Volume 5. No. 14. 2 July 1951. Published biweekly by SPONSOR Publications. Inc.. at 3110 Elm Ave.. Baltimore. Md. Executive. Editorial. Circulation Office 510 Madison Ave.. New York 22. $8 a year in U. S. $9 elsewhere. Entered as second class matter 29 January 1949 at Baltimore. Md. postofflce under Act 3 March 1879. REPORT TO SPONSORS for 2 Jiilv 1951 HAL ROACH STUDIOS BLOSSOM WITH TV — Virtually idle during recent years, famous Hollywood Hal Roach lot is humming with TV film production, has long waiting list. Current productions include "Racket Squad" (Philip Morris), "Lone Ranger" and "Stuart Erwin Show" (General Mills), "Amos 'n* Andy" (Blatz), Bing Crosby Enter- prises' "Royal Playhouse," numerous commercials. But big deal cooked up by Pat Weaver, NBC television chief, may soon bump some of foregoing off Roach lot. WCCO CIRCULATION NEARLY TWICE AS BIC AS TWIN CITY NEWSPAPERS COMBINED— With summer business booming as result of aggressive sales drive and figures show- ing high summer listenership, WCCO, Minneapolis, unloaded more sales dynamite with its recent presentation. Station marshalled figures from extensive diary survey showing that it reached nearly twice as many homes in Minneapolis and St. Paul as all newspapers combined. MORE TROUBLE AHEAD FOR TV SET SALES? — Virtually overlooked in present diffi- culty retailers have in moving TV sets is effect development of Theatre TV may have. Groundswell of consumer irritation may be increasingly reflected at store counters. Printed media aren't helping any. LIFE was quick to flick salt in retailer wounds with coy editorial on free TV losing out to theatres after recent Louis-Savold bout. You can expect more columnists, editorialists to get in their licks. HOW RADIO STATIONS LICK TV BUCABOO IN BIC CITIES— Alert radio outlets in major TV markets are combating business declines with aggressive program ideas and mer- chandising tactics. WLS, Chicago; WNBC, New York; KYW, Philadelphia, have de- veloped strategies that are boosting billings over last year. WNBC's "Operation Chain Lightning" gives tieup with 6 food chains and amusement park. RADIO STATIONS LEAD IN BATTLE AGAINST NARCOTICS— Last week (29 June) WIP, Philadelphia, launched campaign against dope racketeers with documentary program recorded during Federal raids on Philadelphia narcotics dens. Veteran WIP pro- ducer, Varner Paulsen, and station's ace newscaster, John Facenda, used thousands of feet of tape to tell story complete with sound of doors crashing in on hideouts of peddlers. In Connecticut, meanwhile, Paul W. Morency, WTIC, Hartford, general manager leads battle against dope underworld. WTIC aroused public opinion, got stringent new narcotics law passed in state with cooperation of other stations. Now WTIC is offering aid to stations in other states who want to launch own crusades. WATCH FOR HARD-HITTINC CAMPAIGNS THROUGHOUT RADIO/TV AGAINST NARCOTICS— Following Wayne Coy's explanation to TV stations of what they can do to operate in public interest, civic improvement problems like narcotics will be uppermost in minds of TV broadcasters — as well as their AM confreres. Coy told 100 TV broad- casters at Washington, D. C, confab (22 June) that criteria of public-interest operation were: (1) Assistance in civic improvements; (2) Promotion of education- al and cultural opportunities; (3) News integrity; (4) Fairness of presentation of controversial issues; (5) Enterprise and zeal in promoting community labor rela- tions, inter-racial understanding; (7) Reliability, good taste, listenability of advertising on station. SPONSOR ft oaTJi'pM fAmf Students at North Dakota Agricultural College recently conducted an independent survey among 3,969 farm families in a 22-county area around Fargo. Each family was asked, "To what radio station does your family listen most?" 3,120 of the families named WD AY; only 174 named Station "B"! WDAY WAS A 17-TO-l CHOICE OVER THE NEXT STATION — A 3>y2-TO-l FAVORITE OVER ALL OTHER STATIONS COMBINED! Fargo-Moorhead Hoopers prove that WDAY consistently gets a 3-to-l greater Share of the "in-town" Audience than all other stations combined*! BMB figures and mail-pull stories also prove that WDAY "hogs the show", throughout the entire Red River Valley! Write for all the facts today, including availabilities. ^■Despite the fact that tbet other three major networks maintain local studios! WDAY • NRC • 970 KILOCYCLES • 5000 WATTS FREE & PETERS, Inc., Exclusive National Representatives DIGEST FOR 2 JULY 1951 VOLUME 5 NUMBER 14 ARTICLES What you should knotv about morning men Those early-a.m. music-news-time-weather shows have long pulled top sales results for advertisers. SPONSOR study shows how they do it -I" Bell Telephone's party line: part Ml Why 18 Bell companies use spot radio/TV regionally to win local good will, aid in emergencies, and recruit labor 24 Is the sponsor really tloten on radio? Ed Kobak, consultant to top advertisers, says "no," citing flabbiness of broadcasters in selling man who foots the bill <— « Hon- Schwerin does it By eliminating guesswork about effectiveness of radio/TV commercials and programs, research techniques can save advertisers thousands of dollars »o TV Dictionary /Handbook for Sponsors Are you up on such TV lingo as "drooling," "fish bowl," "gobo," "flare"? This installment of Herb True's new lexicon gives valuable TV data S M. COMING FALL FACTS ISSUE Fifth annual briefing issue will boil down basic radio/TV trends and data sponsors need to make fall buying decisions 16 cftlfl/ I be sponsor looks at censorship The human and often whimsical history of a problem that sponsors must constantly face, current, future anxieties will be dealt with in this series 30 Jull} Sporting goods on the air How ond to what extent does the sporting goods industry use broadcast media to sell its wares? SPONSOR is now resarching this question Premiums on the air SPONSOR is currently surveying trends, techniques, do's and don'ts in use of premiums DEPARTMENTS MEN, MONEY & MOTiVES 6 510 MADISON 10 NEW AND RENEW 13 MR. SPONSOR: M. H. ROBINSON 16 P. S. 17 RADIO RESULTS 36 TV COMMERCIALS 38 MR. SPONSOR ASKS 40 ROUNDUP 42 SPONSOR SPEAKS 64 COVER: Whether dignified or zany, radio's "morning men" (6:00-9:00 a.m.) are among the most popular performers in America. In a special five-page article (see page 19) SPONSOR expjains their success, details re- sults they've pulled for every kind of adver- tiser. Two "morning men" shown on the cover are Joe Gentile and Ralph Binge, WJBK, Detroit wake-'em-up team. Their morning madness has earned them top rat- ing honors and a waiting list of sponsors. Editor & President: Norman R. Glenn Secretary-Treasurer: Elaine Couper Glenn Managing Editor: Miles David Senior Editors: Erik H. Arctander, Frank Rasky, Len Finger Ass't Editors: Fred Birnbaum, Lila Lederman Art Director: Howard Wechsler Vice-President - Advertising: Norman Knight Advertising Department: Edwin D. Cooper (Western Manager), George Weiss (Trav- eling Representative, Chicago Office), John A. Kovchok (Production Manager), Edna Yergin Vice-President - Business Mgr.: Bernard Piatt Circulation Department: Evelyn Satz (Sub- scription Manager), Emily Cutillo, Joseph- ine Villanti Secretary to Publisher: Augusta Shearman Office Manager: Olive Sherban Published biweekly by SPONSOR PUBLICATIONS INC.. combined with TV. executive, Editorial. Circulation and Advertising Offices: 510 Madison Are., New York 22, N. Y. Telephone: Ml. nay Hill 8-2772. Chicago Office: liil 10. Hi. mi Air . Suit. 205. Telephone: Superior 7-9863. West Coast Office: 6087 Sunset Boulevard. Los Angeles. Telephone: Hillside B089. I' na Office: 5110 Elm Ave.. Baltimore 11. Md. Subscriptions: United States $8 a year. Canada and foreign $9. Single copies 50c I'rinted in I". S. A. Address all correspondence to 510 Madisnn Avenue. New York 22. X. Y. Copyright 1951, SPONSOR PUBLICATIONS INC. KWKH 50.1 IT'S EASY, WHEN YOU KNOWHOW! SHREVEPORT HOOPERS March, 1951 MONDAY THRU FRIDAY 8:00 A.M. to 12:00 NOON riere's double-barreled proof that KWKH is the outstand- ng radio value in the rich tri-State market around Shreveport. Hoopers show that KWKH completely dominates the Shreveport audience. On Weekday Mornings, for example, KWKH gets a 146% greater Share of Audience than the next station . . . actually gets more listeners than all other stations combined! 89.0% of KWKH's listeners, however, live outside of Shreveport. BMB Study No. 2 credits KWKH with a Day- time Audience of 303,230 families in 87 Louisiana, Arkansas and Texas counties. Proof that this is a loyal audience is the fact that 227, 701 of these families are "average daily listeners" to KWKH! Write direct or ask The Branham Company for the whole KWKH story. TkXAflk, '< J7TX7 KWKH D BMB CO Study Spring l the industry in New York and other major advertising centers. Witch-hunt Atmosphere And we who must view from afar arc startled by the witch-hunt atmosphere of those who would track down a great industry and cast it in PLEASE... the grave that its last breath might be smothered by the very ones who fathered it. Little wonder that the competition stands by, slyly smiling, and now and then kicking a shoeful of dirt graveward. Perhaps one quiet voice can do little to halt the surge of emotional thoughtlessness. Even so we would speak out. Even so we would call attention to the facts. At WSM— and we venture to say at other large stations throughout America— there is no wild retreat. There is no slashing of rates unaffected by network operations. There are no convulsive midnight conferences. At WSM there is business as usual. And as usual, business is good. Business, in fact, has never been so good as it is right now in 1951. Station income is up. We have more people on our payroll than ever before. Advertisers on WSM still clamor for certain programs . . . and one show has a waiting list of four sponsors standing in line to take the program in case it should become available. Each week we originate 17 network shows from our Nashville studios. Each week people come from all over America to see our shows produced — in fact, more than 300,000 people will see WSM live originations as they go on the air this year. Talent cutback? Not at WSM where we have more than 200 big name entertainers on our payroll. Radio dying? Not at this station where national magazines send writers down year after year to do the WSM story. The latest such story, by the way, appears in Collier's this summer. NOT BURIED ALIVE! WSM type radio with emphasis on live pro- ductions to satisfy the tastes of a regional audi- ence continues to pay off just as it has for 25 vears. For instance, take the case of a work- clothes manufacturer who, two years ago, made WSM his only advertising medium for reaching the Central South. During the past 12 months, with a single half-hour show per week, sales have increased 21 per cent— this, mind you, for a company which had been selling hard in this same market for the past 85 years! Big Bad Bug-a-boo Here's an excerpt from a report from a large food manufacturer: "With one WSM program per week, the area covered by this advertising has shown the greatest sales increase in our his- tory." This, from a company which, in other markets, is using newspaper, outdoor and the Big Bad Bug-a-boo, television.* Over the last three years, a paint manufac- turer with just one WSM program per week has concentrated on expanding his distribution. The result— he has increased his dealership in the Central South by 82 per cent! A Southern flour miller has such firm faith in WSM advertising that he has concentrated more than half his total advertising budget on this one station during the last six years. The formula has paid off with ( 1 ) a sales area expanded to 18 states (2) production increased from 160,000 units in 1945 to 410,000 units in 1950. The advertising manager of one of the coun- try's largest shoe manufacturers — a company using television, national magazines and news- papers—reported to his own board of directors recently that his WSM advertising of the past two years has been the "most satisfying adver- tising experience of my career." Little wonder —actual statistics show that the area covered by his WSM program has shown a 96 per cent in- crease saleswise this past year. If you like, we'll furnish names of these com- panies and more details. More success stories, too. But the point we would like to make is that the WSM kind of radio is alive, and growing as never before in our 25 years. It is true that WSM is one of America's big stations, operating with the power of a 50,000 watt Clear Channel voice to reach a vast area. Still we are but a part of a great industry. We would not speak for other broadcasters. If there are those who say their network or their radio station is sick and must be given the emergency stimulant found in rate cuts we may disagree. We may feel that they are victims of the contagion of defeatism. But in the final analysis, it is for these broadcasters to make their own decision about their own future. We speak only for WSM. We say only this — Radio at WSM is here to stay because of the simple and obvious fact that never before has it sold so much merchandise or served so many people. Radio Station WSM with its operation geared to the needs of a region continues to be the only single medium which takes an adver- tiser's message to 7/2 million people in the Cen- tral South.— WSM, Inc., Broadcasting Service of the National Life & Accident Insurance Co., Nashville. * Incidentally, we don't sell television short, either. We think enough of this new medium to invest WSM-TV money in a 200-mile micro- wave relay system to bring network shows from the nearest cable- connection point in Louisville, Kentucky. mkcimt Potential lis- teners — day and night-time average 1945 I 24685/ I hour rate — day and night- time average %0 00 1950 522,835 CKAC costs 47% less per listener NOW than in 1945! Even though increasing opera- ting costs force us to adjust our rates, CKAC remains your best advertising buy in French Can- ada. Latest B.B.M. figures prove our point — CKAC covers Quebec at lowest cost per lis- tener, now as ever. CBS Outlet in Montreal Key Station of the A TRANS-QUEBEC radio group CKAC MONTREAL 730 on the dial • 10 kilowatts Representatives : Adam J. Young Jr. • New York, Chicago William Wright • Toronto Madison COMMERCIAL LONGEVITY Some while ago I read an article, I believe it was in sponsor, regarding the length of time radio and television announcements are on the air before losing their effectiveness. If it was in SPONSOR, will you kindly refer me to the issue in which the article appeared. If my recollection is correct, it was late last fall. Ralph Foote Advertising Manager Beech-Nut Packing Co. New York • Reader Foote will fine] Boh Foreman's discus* sion of the life of radio announcements in SPON- SORS 21 May issue. The 7 May SPONSOR car- ried an artiele titled : "How long does a TV com- mereial live?" RADIO'S PIED PIPER Some months ago sponsor carried a very excellent story on new Warfarin and D-Con. Somebody walked off with that particular issue of SPONSOR and I would appreciate it if you could send me another one. Losing sponsor is like losing the Standard Rate and Data on the way to a pitch! Gardner Reames Account Executive Russell C. Comer Co. Kansas City, Mo. RESEARCH MUMBO-JUMBO Congratulations on your persistent effort to clear the fog that surrounds so much of media research. The arti- cle in the 7 May issue, "Are you floored by research mumbo-jumbo?" is the clearest statement on advertising research that I have seen. Because it is our aim to achieve clar- ity of purpose, and clarity of expres- sion in all research reports produced by CORE, we would like permission to reproduce this article — with proper credit to sponsor, of course. Too much talk and writing about research neglects the purpose of re- search. Research must serve as a guide to action. It is useless for this purpose unless the results are both understand- able and interesting to the man who has to make the decisions. I sualh this man is no social scientist. Instead of trying to bring the mountain to Mo- hammed, we believe that the social sci- entist must present his findings in a form that can be readily digested by busy "top brass." Albert A. Shea Communications Research Toronto SPANISH PROGRAMING SELLS Congratulations on the excellence and thoroughness of your article on Spanish-language radio. It is welcome support for the story we have been selling for many years. The only adverse criticism I have to offer is that the article failed to achieve a proper balance between the Spanish- language markets in Texas and Cali- fornia. I refer specifically to the omis- sion of any mention of the 300,000 Spanish-speaking people in the San Francisco-Oakland area. KWBR has programmed successfully for this mar- ket for more than 11 years, and other stations in the area also devote con- siderable program time to the Mexi- can-American population. Larry Krasner Vice President Forjoe & Company Los Angeles \our article on "How to win with Juan ' was thought-provoking and in- teresting. Our experience with Spanish-lan- guage broadcasting, largely in San Antonio and the lower Rio Grande val- ley and El Paso, on Cloverbloom "99," certainly proved its power beyond a doubt. We have been working for some time, trying to prepare a list of Span- ish stations. If you are preparing such a list, we would like to have several copies for our research files. Gene M. Lightfoot Radio-TV Director Evans & Associates Fort Worth • SPONSOR has compiled ;i li-i of Southwest Spanish language stations which is available on request. BRAVO! Although it was no sur- prise to us that your article on the Spanish-language market ("How to win with Juan") was a thorough and accurate analysis of this huge "mar- ket within a market," we nevertheless feel impelled to salute SPONSOR for an outstanding presentation. It is almost axiomatic now that the 10 SPONSOR more difficult the subject, the better the job that sponsor does. In our estima- tion, an accurate picture on the Span- ish-language market in the United States, when it has to be compressed into one article, poses many difficul- ties, sponsor met and mastered them all. As it has been often in the past, our hat is off to sponsor! Arthur Gordon Sales Manager National Time Sales New York Kudos to you and your good maga- zine, sponsor. We, who are trying to promote the Mexican-American, are muchly appreciative of your article in the 4 June issue: "How to win with Juan." Our organization. Harlan G. Oakes and Associates, in conjunction with National Time Sales, is a radio repre- sentative firm, not an advertising firm as stated in the article. sponsor might, at a later date also correct an erroneous impression that only U. S. stations do a job with the Mexican-American. I think it is safe to say that the full-time border stations who broadcast in Spanish are equally well received by the U. S. citizen of Mexican extraction. Their coverage is generally limited to a radius of 100 miles north of the border, so the U. S. stations must of necessity complement their coverage in the interior. Lan- guage, loyalty to traditions, habits, and social discrimination make the Mexi- can-American extremely receptive to advertising in his mother tongue. Harlan G. Oakes President Harlan G. Oakes & Associates Los Angeles Along the lines of the Spanish pro- graming article that you ran in SPON- SOR, I thought you would be interested in the following information concern- ing the station I represent in Denver. KTLN carries Spanish programing from 5:00 to 6:30 a.m. and from 8:30 to 9:30 a.m. They feel they are reach- ing 24,000 Spanish families. The pro- gram features Paco Sanchez and his wife. The format is built around Latin American, Spanish and Italian music. Paco Sanchez is the "leader and spokesman" for the Spanish group on the Denver mayor's board of directors and Colorado's governor's council. KTLN has, in addition, Spanish- speaking announcers and will trans- late English copy into Spanish with- out cost. Peggy Stone Vice President Radio Representatives, Inc. New York Congratulations on printing one of the finest articles ever conceived for Southwest stations that program to the Mexican audience. The facts outlined in "How to win with Juan" only help to further indicate the impact of Span- ish radio in Texas. We program two hours daily at KFRD, and over half of a long list of satisfied advertisers come from nearby Houston. Unsolic- ited! Jim Hairgrove General Manager KFRD Rosenberg, Tex. I want to congratulate you on your article "How to win with Juan" which appeared in the 4 June SPONSOR. I have been a radio announcer, Spanish program director-producer for the past 10 years, having been con- nected with such radio stations as KIBL, Beeville; KRIO, McAllen: KGBS, Harlingen: KBKI, Alice, Texas. During my years of experience I have made a survey of the likes and dislikes of the Latin American audience, espe- cially in Southwest Texas, and have discovered the type of music each group likes or dislikes. This has helped me to win the title of "Dean of Latin American Announcers" through a sur- vey made some four years ago in the Valley of the Rio Grande. I wish we had a network in Spanish like CBS or ABC; then we could real- ly give our sponsors better results. However, they get better results by us- ing radio than any newspapers. ... I, for one, read the headlines, the sports section and the funnies, and that's all; I pay very little attention to the ads and most of the Latin Americans do the same. I have a program here from 1 :00 to 4:00 p.m. week days and from 1:00 to 5:00 p.m. Sundays and our station has become to be known as "The Listen- ing Habit of Latin America Where Thousands of Good Amigos Tune in Every Afternoon . . . The Listening Post of South Texas . . . Beeville's {Please turn to page 58) WML wmm This cutie's a smarty — she trusts in her ears, And buys only products about which she hears. The place that she turns to for this advice on Cood buys is "The Voice of Toledo" and here are the "why's?" For Thirty Years WSPD has served her both daytime and night With Cood Programs, Cood sponsors — we've done the job right. Buy Toledo's WSPD where a majority audience is always assured. So, if it's sales you are seeking, want your spots to be heard 111889 2 JULY 1951 11 KGW THE ONLY STATION WHICH GIVES THE ADVERTISER COMPREHENSIVE COVERAGE the ORBGO GXfflffi BROADCAST MEASUREMENT BUREAU SURVEYS PROVE KGW's LEADERSHIP Actual engineering tests have proved that KGW's efficient 620 frequency provides a greater coverage area and reaches more radio families than any other Portland radio station regardless of power. BMB surveys beat out this fact. KGW is beamed to cover the population concentration of Oregon's Willamette Valley and South western Washington. TOTAL BMB FAMILIES (From 1949 BMB Survey) DAYTIME KGW Station B Station C Station D NIGHTTIME KGW Station B Station C Station D 350 337 295 192 367, 350 307, 205, This chart, compiled from offi- cial, half-milivolt contour maps filed with the FCC in Washing, ton, DC, or from field intensity surveys, tells the story of KGW's COMPREHENSIVE COVER- AGE of the fastest-growing mar- ket in the nation. PORTLAND, OREGO ON THE EFFICIENT 620 FREQUENCY REPRESENTED NATIONALLY BY EDWARD PETRY & CO New and renew JULY 19 5 1 I. New on Radio Networks SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration Block Drug Inc General Foods Corp H. J. Heinz Co Kellogg Co Kellogg Co Miles Laboratories Inc Rexall Drug Co tt ,1.1, ..... Co William Wrigley Jr Co William Wrigley Jr Co William Wrigley Jr Co William Wrigley Jr Co Cecil & Presbrey Young & Rubicam Maxon Kenyon el Eckhar.lt Kenyon & Eckhardt Geoffrey Wade BBDO BBDO Arthur Meyerhoff Arthur Meyerhoff Arthur Meyerhoff Arthur Meyerhoff ABC 164 ABC 182 ABC 290 ABC 230 ABC 230 MBS 482 CBS 183 CBS 149 CBS 175 CBS 175 CBS 175 CBS 175 No School Today; Sat 10-10:15 am; 23 Jun ; 52 wks Breakfast Club; M-F 9-9:15 am; 2 Jul; 52 wks A Life in Your Hands; F 9-9:30 pm; 29 Jun; 13 wks Mark Trail; M, W, F 5:30-55 pm ; 1 Oct; 52 wks Victor Borge; M, W, F 5:55-6 pm ; 1 Oct; 52 wks Alka Seltzer Time; M-F 12-12:15 pm ; 18 Jun; 52 wks Peggy Lee Show; Sun 7:30-8 pm; 17 Jun; 7 wks FBI in Peace and War; Th 8-8:30 pm ; 5 Jul; 52 wks (co-sponsored with General Mills Inc) Broadway Is My Beat; Sun 9-9:30 pm ; 8 Jul; 6 wks Romance; M 9-9:30 pm; 16 Jul; 6 wks Johnny Dollar; W 9-9:30 pm; 18 July; 5 wks Lineup; Th 9-9:30 pm; 5 Jul; 7 wks 2. Renewed on Radio Networks SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration American Oil Co Campbell Soup Co Campbell Soup Co Colgate-Palmolive-Peet Co General Mills Inc Theodore Hamm Brewing Co Kraft Foods Co Kraft Foods Co ft-ongines-Wittnauer Watch Co Noxzema Chemical Co Procter & Gamble Co Procter & Gamble Co Procter & Gamble Co Procter & Gamble Co Procter & Gamble Co Procter & Gamble Co Procter & Gamble Co Procter & Gamble Co Procter & Gamble Co TJ. S. Army and U. S. Air Force Seeman Brothers Inc Voice of Prophecy Inc Williamson Candy Co Joseph Katz CBS 78 Ward Wheelock CBS 153 Ward Wheelock NBC 34 NBC 32 Sherman & Marquette CBS 152 Dancer-Fitzgerald- ABC 207 Sample Campbell-Mithun CBS 27 J. Walter Thompson MBS 524 Needham, Louis and NBC 154 Brorbv Victor Bennett CBS 149 SSCB MBS 98 Compton CBS 127 Dancer-Fitzgerald- CBS 131 Sample Benton & Bowles CBS 156 Biow NBC 143 Benton & Bowles NBC 15 1 Compton NBC 153 Pedlar & Ryan NBC 158 Compton NBC 155 Dancer-Fitzgerald- NBC 143 Sample Grant ABC 290 William H. Weintraub ABC 272 Western ABC 145 Aubrey, Moore & MBS 526 Wallace Edward R. Murrow ; M-F 7:45-8 pm; 2 Jul; 52 Club 15; M-F 7:30-45 pm; 25 Jun; 52 wks Double or Nothing; M-F 10:30-11 am; 25 Jul; 52 wks Double or Nothing; M-F 2-2:30 pm; 2S Jul; 52 wks Mr. and Mrs. North; T 8:30-9 pm; 3 Jul; 52 wks Betty Crocker Magazine of the Air; M-F 10:30- 45 am; 4 Jun; 52 wks Edward R. Murrow; M-F 7:45-8 pm; 2 Jul; 52 wks Queen for a Day; T, Th ill.-,.....,. 3 Jul; 52 wks The Falcon; W 8:30-9 pm; 25 Jul; 52 wks Symphonettes; Sun 10:30-11 pm ; 17 Jun; 28 wks Gabriel Heatter; M 7:30-45 pm ; 3 Sep; 52 wks Lowell Thomas; M-F 6:45-7 pm; 2 Jul; 52 wks Bculah; M-F 7-7:15 pm; 2 Jul; 52 wks Jack Smith Show; M-F 7:15-30 pm; 2 Jul; 52 wks Welcome Travelers; M-F 10-10:30 am; 2 Jul; 52 wks Life Can Be Beautiful; M-F 3-3:15 pm; 2 Jul; 52 wks Road of Life; M-F 3:15-30 pm; 2 Jul; 52 wks Pepper Young's Family; M-F 3:30-45 pm; 2 Jul; 52 wks A Right to Happiness; M-F 3:45-4 pm ; 2 Jul; 52 wks Backstage Wife; M-F 4-4:15 pm; 2 Jul; 52 wks The Game of the Week; Sat aft; 13 Oct; 7 wks Monday Morning Headlines; Sun 6:15-30 pm ; 27 May; 52 wks Voice of Prophecy; Sun 9:30-10 am; 17 Jun; 52 wks True Detective Mysteries; Sun 5:30-6 pm; 2 Sep; 52 wks 3. New National Spot Radio Rusiness SPONSOR PRODUCT AGENCY STATIONS-MARKET CAMPAIGN, start, duration Borden Co Chrysler Corp Sanowhite cleaning compound Dodge div Picard (N.Y.) Ruthrauff & Rvan (N.Y.) 20 stns; Wis.. Minn.. la N.Y., Mich. National 1-min anncmts; spring-sum- mer 1-tuiii anncmtaj 9 Jul: 3 wks • In next issue: New and Renewed on Television (Network and Spot) ; Station Representation Changes; Advertising Agency Personnel Changes Numbers after names refer to category in New and Renew: J. E. Baudino (4) Murray Grabhorn(4) Murry Harris (4) Adna H. Karns (4) Emmett Heerdt (4) 4. National Broadcast Sales Executives \ru- and Renew 2 July 1951 NAME FORMER AFFILIATION NEW AFFILIATION Joseph E. Baud i no Leon Benson Gilbert I. Berry Chester E. Daly Cordon W. Davis Srott Donahue Jr Dick Dorrance Jacob A. Evans Ernest Felix Chuck Gay Arthur Gerbel Jr Murray B. Grabhorn Gordon Grannis Miirry Harris John S. Hayes Emmet t Heerdt Adna H. Karns Wayne Kearl Don L. Kearney Alex Kecse James M. Kennedy Paul E. Moore Richard A. Moore Hugh Murphy Robert W. Sarnoff Arnold Snyder Clarke A. (Fritz) Snyder Donn B. Tatum Franklin A. Tooke Chris J. Whitting KDKA, Pittsb., mgr J. Walter Thompson. Hlywd., radio -tv dept head DiiMont, Chi., central div sis mgr WBEN, Buffalo, local sis mgr KYW, Phlla., staff announcer WPIX, N.Y., sis mgr O'Brien & Dorrance, N.Y., prom consultant NBC, N.Y., mgr sis development, adv, prom ABC, Hlywd., asst treas Kircher, Helton and Collett, Dayton, radio-tv dir KJR, Seattle, sis mgr ABC, N.Y., spot sis superv KGO, S. F., asst adv prom mgr TV Guide, N.Y., prom dir WTOP Inc, Wash., vp CBS Radio Sales, N.Y., acct exec WING, Dayton; WIZE. Springfield, gen mgr KSL, Salt Lake, pub sve editor Katz Agency, N.Y., asst tv sis mgr Dallas News, Dallas, air sve mgr in charge regional sis WBAL, it. ill. i . acct exec KJR, Seattle, acct exec KECA-TV, L.A., gen mgr KWEM, West Memphis, Ark., mgr NBC, N.Y., dir unit prod WTTM, Trenton, news dir Biow Co, N.Y., acct exec on spec assgnmts Don Lee. Hlywd.. vp KYW, I'l.it i . prog mgr DuMont, N.Y., gen mgr Westinghouse Radio Stations, Wash., gen mgr Ziv Television Programs Inc, Hlywd., exec WIBC, Indianapolis, sen sis mgr Same, sis mgr Same, prog mgr Katz Agency, N.Y., asst tv sis mgr MBS, N.Y., dir pub rel Same, mgr net radio adv, prom Same, act gen mgr western div WHIO, Dayton, sis prom mgr Same, asst gen mgr NARTSR, N.Y., managing dir Same, adv, prom mgr A. C. Nielsen Co, N.Y., dir pub rel, radio-tv div Same, pres WEEI. Boston, sis mgr Great Trails Broadcasting Corp, Dayton, vp Same, prom mgr Same, tv prog mgr WFAA, Dallas, asst mgr Same, sis mgr Same, sis mgr KTTV, L. A., gen mgr Paul H. Raymer, Memphis, mgr of new Memphis office Same, vp WNJR, Newark, prom, pub dir CBS, N.Y., field rep for CBS-TV sis sve dept ABC, Hlywd., dir tv western div WOWO, Ft. Wayne, stn mgr Same, dir DuMont net 5. Sponsor Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION Walter E. Benoit Anton W. Bondy G. S. Brady William K. Easthan Mortimer W. Loew H. A. I.udlam Richard O. Pallin T. W. Pierre Ralph M. Watts Westinghouse Radio Stations, Wash., vp, gen Westinghouse Air-Arm div, Balto.. mgr mgr Kenyon & Erkhardt. N.Y., media buyer General Eoods Corp, N.Y., asst dir market researeh Whitehall Pharmacal Co, N.Y., asst adv mgr Lever Brothers Co, N.Y., asst media dir. adv Same, dir market research dept DuMont, N.Y., dir tv net Lever Brothers Co. N.Y., sis mgr (N.Y. div) Gray Mfg Co, Hartford, adv, sis prom dir Lever Brothers Co, N.Y., Atlanta div sis mgr General Foods, Evansville (Igleheart Brothers div), sis, adv mgr grocery specialties Lever Brothers Co, N.Y., brand adv mgr (Lux Toi- let Soap, Lux Flakes, Silver Dust brands) Allen B. DuMont Laboratories, Clifton, N. J., exec asst to pres Same, asst field sis mgr Rheem Mfg Co, N.Y'., adv, sis prom mgr Same, sis mgr (N.Y". div) Same, N.Y'., prod mgr Post Cereals div 6. New Agency Appointments SPONSOR PRODUCT (or service) AGENCY Numbers after names refer to category in New and Renew: Don L. Kearney (4) Friti Snyder (4) Chris Whitting (4) Walter E. Benoit (5) W. K. Eastham (5) B. C. Telephone Co. Vancouver, B. C. Bcrkline Corp, Morrlstown, Tenn, Burke Motors, < hi. Craft shire Sports N.Y. Dolci Ltd. Toronto Albert Fillers Inc, N.Y. Green Spot Inc. I.. A. Joel Brother-, Corp, N.Y. Lever Brothers Co, N.Y. Lusk Candy Co, Davenport, la. Page-Barker Distributors of America, Seattl Salad Master of California, Oakland William S. Scull Co, Camden. N. J. Security Finance, San Jose ^peeial Foods Co, Chi. Trade- It iic Co, Cincinnati \\ hole-Sum Products Co, Phlla. 'I elephone company Berk-Lock chairs Automobile dealer Women's suit manufacturer Shoe manufacturer Coffee, tea, spices Non-carbonated orange beverage Jewelry manufacturer Lifebuoy shaving ere am Candy manufacturer Page-Barker British hair lotion K ttchen utensils Boseul coffee processor Finance company Jay*s potato chips Home merchandise distributor Candy manufacturer James Lo\ ick & Co, Vancouver, B.C. Hammer Co, Hartford, Conn. Olian, Chi. William Wilbur, N.Y. inderson, .Smith & Cairns. Toronto Frwin. Wasey, N.Y. Beaumont & Ilohman, L. A. William Warren, Jackson & Dclaney, N.Y. Kenyon & Eckbardt, N.Y. Alter, Rock Island, 111. Howard J. Ryan & Son, Seattle Richard N. Meltzer, S. F. Lamb & Keen, Phila. (eff 1 Sep) Richard N. Mcltzer, S. F. OUaii. Chi. Guenther, Brown & Berne, Cinn. Herbert B. Sbor, Phil a. SECEDE? 767,365 ,A",L. 145,715 "621,650 FAMILIES NOT IN TV AREA Figures BMB + 3.6% to 1951 based on ANA Report. We don't hold with those who — as ANA — suggest that a TV home is completely and forever lost to radio, but suppose every radio family in WOAI's area which could conceivably become a TV home (only a little more than one-fourth are TV homes now) did secede from WOAI's 28-year history of dominant coverage. 621,650 homes outside the TV area still would be served by WOAI. That's 77% more homes than WOAI served in 1942. WOAI's rate has increased only 13% since 1942. Hooper shows WOAI leads in audience morning, afternoon and night. WOAI is a better than ever buy! Even if every radio family in WOAI'S TV area should secede, WOAI, instead of cutting rate, still might logically increase its rate by a very substantial amount. San Antonio (j$tW| A AM [RICA'S FASTCST *\-T- GROWING MAJOR CITY 2 JULY 1951 Represented Nationally by EDWARD PETRY & COMPANY, INC. New York, Chicago, Los Angeles, St. Louis Dallas, San Francisco, Detroit BUiUiUijjm 15 ($$EIfWIi^ —AND WE LOVE IT! In Richmond, Va., it's WRNL for SALES RESULTS! When you buy WRNL, you get a Ready-To-Buy audience that has the WRNL listening habit. To get your share of this rich Richmond market remember . . . THERE'S MORE SELL ... ON For over 10 years . . . 910 KC 5000 WATTS ABC AFFILIATE RICHMOND, VIRGINIA EDWARD PETRY & CO.. INC.. NATIONAL REPRESENTATIVES Meyer H. Robinson Advertising Director-Sales Manager Monarch Wine Company, Brooklyn, N. Y. You needn't take a course at the Berlitz School of Languages to pronounce Manischewitz. For radio, repeating the Monarch brand name daily, has familiarized listeners with this sweet kosher-type wine; made it a leading seller. (Incidentally, the firm has an asso- ciation with The B. Manischewitz Company, food manufacturer, but is a separate corporate entity.) For Monarch's 45-year-old Meyer Robinson it's an advertising idea come true; a gamble that paid off. Up until recent years printed media alone carried the Monarch story to consumers. But when Robinson joined Monarch in 1935. after putting aside a lucrative legal practice, he staunchly advocated a radio campaign. He ex- plains: "I felt that Manischewitz had a wider market than its old- time limits as a sacramental wine. And that radio airing our phrase, 'captures the true taste of the grape,' would get a word picture across better than any other medium." The Robinson all-out approach : he dropped printed media with the exception of foreign language newspapers and point-of-sale ma- terial ; radio was to carry the sales burden. Starting in 1949, Monarch tested radio in New York and Pennsyl- vania but expansion was rapid. Today some 55 radio stations (80 to 90 in the fall) and 15 TV outlets plug Manischewitz. Campaign aims at personal endorsement by talent, stresses live participations. "'The budget," says genial New York-born Robinson, "is over $250,000." He explains Monarch-Manischewitz strategy: "In the U. S., 30% of the people consume 90r< of the domestic wine pro- duction. Manischewitz air promotion is aimed at the 70' < who don't drink any type wine. We, and our agency, Donahue & Coe, sell Manischewitz appetite-appeal for America's sweet tooth." A recent survey by the Los Angeles Times shows the Manischewitz brand to be second in L. A. among domestic wines. Among kosher- type wines, Manischewitz is the country's leader. Robinson is presi- dent of the American Wine Association (N. Y. State) and the Nation- al Wine Association. Leisure-time activities for gregarious Robinson include golf, char- ity organization work, and a favorite annual "Off the Record" dinner for the Brooklyn Dodgers at the Monarch wine plant. 16 SPONSOR iVew? developments on SPONSOR stories See: Issue: Subject: "What net rate cut means to sponsors" 7 May 1951, p. 21 Rise in station rates and change in network structure loom in period ahead Ads are busting out all over, telling radio's story to advertisers in the wake of the now complete round of network rate decreases. The ads, most of them dynamic in tone, signify that networks and stations like WOAI, WNOX, KVOO, WFAA and KFYR are deter- mined to prove their current value to sponsors. A current CBS Radio Network ad entitled "Television's Big Broth- er . . ." calls TV a wonder child. But, CBS points out that TV's "big brother," network radio, is still the only medium that combines all advertising essentials; nation-wide coverage, thumping impact . . . and minimum cost. Cost-per-thousand on CBS net is $1.18; leading magazines, $2.72; newspapers, $4.03. An NBC Pacific Coast Network ad reports 14,000,000 new radio sets sold last year. The illustration depicts out-of-home and multiple set listenership and adds: "Wherever You Go . . . You Find Radio." WSM, Nashville, protests gloom about radio with "Please . . . Not Buried Alive!" WSM points out that it originates 17 network shows (one show has four sponsors waiting for availabilities), emphasizes that radio is ". . . only single medium which takes an adyertiser's message to 7,500,000 people in the central South." Edward Petry & Company, station representatives, voice their pro- tests against slashing of rates in a two-page ad story. A reappraisal of radio rates, says the Petry firm, must be done on a market-by-mar- ket basis. The company points out that markets like Portland and Wichita have increased in radio families, making a uniform rate re- duction decidedly unfair. It asks each advertiser and agency to "measure radio as you would measure any advertising medium — in each market — by what it delivers for the dollar put into it." In Moline, 111.. WQUA ran a full page ad headed "Don't Be TV Slaphappy" and requested listeners to take advantage of summer- time listening outdoors. John Grandy, WQUA's commercial man- ager, reports that in Moline, "a television market . . . WQUA has just completed the biggest month in its history." See: "Seward's folly: 1950" Issue: 5 June 1950, p. 28 SUHJCCtS National advertisers flock to Alaskan radio Broadcast advertisers in Alaska continue to hit pay dirt. Programing now includes live major league games and a soap opera. Listeners, for the first time in Alaska's radio history, can hear a "game of the day" from the lines of the Liberty Broadcasting System. The games are sponsored on Sundays by Blatz Beer, with Philip Morris a participating sponsor on the Saturday games via the Alaska Broadcasting System (KIFW. Sitka; KFQD, Anchorage; KFRB, Fairbanks; KTKN, Ketchikan; KINY, Juneau; KIBH, Seward) . Soap opera is brought to Alaskan women through Procter & Gam- ble's sponsorship of Life Can Be Beautiful (Tide). This daytime serial is heard on KFAR, Fairbanks, and KENI, Anchorage. The influx of spot advertisers continues with national brands on the ABS stations including Procter & Gamble; Hills Brothers coffee: Lucky Lager beer; Whitehall Pharmacal (for Heet liniment. Anacin, Kolynos. and BiSoDoL). The Midnight Sun stations have recentlv added Procter & Gamble (Joy) ; J. B. Williams shaving products; Whitehall Pharmacal's Anacin. Heet, and BiSoDoL. COVERAGE Sure... We've Got It BUT... Like the Gamecock's Spurs... It's the PENETRATION WSPA Has In This - Prosperous BMB Report No. 2 Shows WSPA With The Largest Audience Of Any Station In The Area! AND... This Hooper Report Shows How WSPA Dominates This Area! HOOPER RATING -Winter 1949 8:00 AM -• 12:00 N 63.2 12:00 N - 6:00 PM 53.6 (Monday thru Friday) 6:00 PM •• 10:00 PM 67.6 (Sunday thru Saturday) GIVE YOUR SALES A POTENT PERMANENT HYPO AIR YOUR WARES OVER spftR T*NB' Represented By: John Blair & Co. Harry E. Cummings Southeastern Representative Roger A. Shaffer Managing Director Guy Vaughan, Jr., Sales Manager The No. 1 CBS Station For i The Spartanburg-Greenville Market L 5,000 Watts -- 950 On Your Dial 2 JULY 1951 17 WEED YORK • BOSTON • CHICAGO ETROIT • SAN FRANCISCO ATLANTA • HOLLYWOOD Genial Jimk Vs (rum Puff CRIST -* CRIST 1^ ^Atvued you to //ett/L. I ' 600/b900AtiMOH.&>SAT. UUFBR Most stations have them; hundreds of happy advertisers use them. Here-s the low-down on what makes them tiek spot The alarm clock clatters nois- ily— it's 7:00 a.m.! A man rubs his eyes briefly, flips back the covers, pops out of bed and across the room. Up goes a window and on comes the radio. "Now, up on the toes, str-e-t-c-h. down again. In time with the music — one-two-three-four. . . ." This scene would be hard to come upon in real-life today; but most of the adult population will recognize it as the early-morning calesthenic program, popular in radio's "B-eliminator" and "C-battery" days. For whatever reasons, interest in this brand of self-punishment has flagged to the point where stations no longer broadcast the necessary accompani- ment. Nevertheless, programs to "'get up and go to work to" remain a firm tradition among Americans. Some- thing the kids can listen to while dress- ing, Dad can catch while shaving, and Mom can hum to while breakfast cooks. Entertainment is only one reason, probably the least important, for ra- dio's loyal flock of early-morning lis- teners (for size of the audience, see Pulse sets-in-use figures for represen- tative markets I . What most of them expect — and get — is service: time, weather, and news. An extensive sponsor survey, just completed, shows how stations have built and held large breakfast-hour au- diences by blending service with en- tertainment. And the buying done by these regular listeners constitutes an impressive testimonial to the commer- cial effectiveness of radio's "morning men," and their "musical clock" broad- casts. Response to sponsor's question- naire was unusually widespread, indi- cating that musical clock shows are found on practically ever\ station in all parts of the country. Returns show- that the morning man operates some- time between 6:00 and 9:00 a.m. — some right through the entire three- hour period. Farm sections frequent- ly begin broadcasts even earlier, pro- vide market information as well as the usual news, weather, and time. Fabulous pitchman Arthur Godfr<\ 2 JULY 1951 19 MUSIC IS MAJOR MORNING SHOW INGREDIENT. D.J., MUSIC LIBRARIAN, ANNOUNCER WORK AS TEAM AT WPAT, PATERSON, N.J. talked himself into his first network break partly on the strength of some tall early-hour persuading over Wash- ington's WJSV (since changed to WTOP ) . As close as historians can figure, it was 6:24 a.m. one Monday- morning in 1944 when light-hearted Arthur made an historic Enders Ra- zor announcement which was to help lift him to national fame. Despite the unseemly hour. 3,153 listeners wrote in for the razor that first day. After nine such announcements, the total of requests stood at 49,107 — an average of 5,456 requests per announcement. This was considered outstanding for the time and the product. A sampling of more up-to-date re- sults from similar programs is enough to warm the heart, and pocketbook, of any advertiser. A recent announcement campaign on WHBQ, Memphis, by Perel & Lowen- stein jewelers brought 261 mail-orders for their $39.75 watches. They racked up sales of $10.384.75 — at a cost of only $186. In Minneapolis. WCCO's Allen Gray sold more than 420 five-pound chunks of Bongard's Cheese at $3.00 apiece. A total of $1,260 worth of cheese, at last report, bought by listeners to the Sun- rise Salute section of this station's Housewives' Protective League pro- gram. (HPL is an established adver- tising vehicle on other CBS-affiliated ZANY GIMMICKS, PROPS BUILD POPULARITY. ( L. TO R.) ART BROWN, MARTHA & VERN, RAYBURN & FINCH SHOW INDIVIDUALITY 20 SPONSOR Four variations front usual morning format He<\die Burri5 and. i 6tu7A.M. II 30 t MONDAY THRU SAIbRDA" Tex & Jinx, WNBC, N.Y., man & wife team Live Western music peps up WHBQ listeners Marjorie Mills is one of few wake-up women Nat Williams gets up early, WDIA, Memphis stations in other areas as well.) Orders for 200 "Clipper Farm Fan- ning Mills" I at $75 each) rolled in to the Gurney Seed & Nursery Co. of Yankton. S. D.. when local station WNAX aired four commercials. Some SI 5.000 worth of merchandise sold for an advertising cost of $158.15. A sin- gle $12 morning announcement over the same station sold 13 combines for Francis Beehner of Sioux Falls to the tune of over $30,000. Sales results like these from all over the country could be multiplied indefi- nitely— bank loans, real estate, ciga- rette lighters, toilet article kits, oil burners, household gadgets. Most sta- tions say there isn't anything sold over the air today that can't be effectively promoted via early-morning shows. They back that up with actual results like those above. Typical Morning Men merchandising pieces Utt»n fvery M listen for Lloyd Grant, Master of Mirth on the ■""^MBWU. AUIAHAC - 1VHAX-57I Brought to You at 7:45 a.m. by Your Local GAMBLE STORE £f item which the listener can go right out and buy during the day, after hear- ing about it on the air." WKY, Oklahoma City expands on this: "We advertise almost wholly those products which deal with the household (not TV sets, etc.) but items such as cereals, pastry products, laxa- tives, toothpaste, shampoos, tea, etc. We try to stay with those products which will interest housewives, since they are our greatest listeners during this time." WTIC. Hartford, reports: "'Because ours is a breakfast-time program we are careful to restrict the commercial content to products palatable to break- fast-table listening. Present sponsors include a soap, bank, shaving prepara- tion, coal company, salt, and soda- cracker." Key factor in the success of an ear- ly-morning program is the personality of the performer who runs it. Prac- tically all of them are men — except for a few man and woman combinations (usually husband and wife). One sta- tion manager explains the male su- premacy by saying: "When people get out of bed half-awake, they prefer the more soothing tones of a man's bari- tone voice." Possessed of the proper voice, a "morning man" needs a friendly, in- formal manner; ability to "be him- self" while he ad libs his way through continuity and commercial. Good hu- mor is a quality often mentioned, with- out corny attempts to gag up the pro- gram and impose on listeners. The "smart aleck," egotistical type who talks down to the audience is univer- sally regarded as poison by experi- enced broadcasters. Irwin Cowper. assistant sales man- ager of WTIC, Hartford, describes the ideal morning man: "An m.c. should be a distinct individualist, chosen for his ability to turn a phrase, his natural wit, and above all, his salesmanship. These qualities are hard to define, but they are worth waiting for and seek- ing. This job calls for an all-around man who is good at everything, for the (Please turn to page 49) flow Morning Men programs "sets-in-use" compares with other times of dag Boston New York Philadelphia Washington, D.C. Atlanta Chicago New Orleans Cincinna 6:00 3.6 6.7 4.5 11.2 8.7 8.0 7.7 5.9 6:30 o.m. 7.0 11.6 6.9 14.8 10.7 13.1 9.5 8.2 7:00 a.m. 17.2 24.3 17.5 22.2 16.2 24.0 17.7 7.6 7:30 a.m. 20.8 25.7 20.5 25.9 17.0 23.4 20.4 16.0 8:00 a.m. 22.4 25.3 18.6 24.6 25.6 25.2 25.9 20.6 8:30 a.m. 22.3 22.3 17.3 25.2 24.3 23.4 25.0 21.7 9:00 a.m. 27.8 24.5 22.2 26.6 27.7 25.6 30.4 1 1 00 a.m. 29.3 30.5 27.5 25.4 26.2 22.2 28.3 27.5 3:00 p.m. 25.8 20.6 22.5 21.7 24.9 19.2 25.8 22.6 ' J. 8:00 p.m. 25.0 24.7 19.3 24.8 30.0 23.0 44.3 20.3 Source: Pulse (figures are for Much-April 1951 except New York which is May 1951 Picture album of American Morning Men j Ed Brown, WJJJ, Montgomery, honors local groups Why Morning Men are a good hug 1. Sets-in-use are substantial; turnover is high, 4. Morning men attract loyal listeners; their per- ensuring good audience. sonalized sales pitches bring effective results. 2. Considered "fringe" time, early morning pe- 5. Caught at the beginning of the day, a house- riods are classified C or D on rate card, making wife is primed to buy a product just before she them economical. goes out shopping. 3. In TV markets there's no problem of television 6. Every product and service has been sold on cutting in on the audience. The visual medium musical clock programs — they catch the whole still doesn't get up that early. family. Louis San Francisco Los Angeles 9.8 5.5 5.0 11.5 9.5 8.4 18.2 20.6 13.7 16.2 20.9 15.4 23.9 22.3 19.4 23.6 21.6 20.4 26.4 22.5 24.9 22.7 28.7 26.6 21.2 22.7 22.2 29.3 30.5 22.5 ■i — ^B I. Fred Haseltine, Richmond; 2. Creighton Stewart, WCAU, Phila.; 3. Wally King, KSFO, S.F.; 4. Ed Meath, WHEC, Rochester; 5. Howdy Roberts, WMT, Cedar Rapids, la.; 6. Denny Sulli- van, WFBL, N.Y.; 7. Bob Steele, WTIC, Hartford; 8. Bill Fountain, WKY, Okla. City; 9. Bob Hamilton, WDSU, New Orleans; 10. Grady Cole, WBT, Charlotte, N. C; II. Sam Beard, WPTF, Raleigh; 12. George Mahoney, WSJS, Winston-Salem; 13. Lee Adams, KMOX, St. Louis; 14. Ross Mulholland, KMPC, LA. GRAY & ROGERS TO THE RESCUE: WHEN STORM STRUCK, ADMEN ERICKSON, WORRELL, ROGERS PHONED SPECIAL BELL ANNOUNCE Bell Telephone's party line PART TWO OF A TWO-PART SERIES Only a few of the 18 regional phone companies use radio in a big way; but the others are catching' on fast One Sunday last November. I a gale lashed across the Stale of Pennsylvania, ripping down wiic>. flooding the streets, and. among other destruction, wreaking havoc on telephone service. As the ' risis boiled up, the Traffic Division of the Mel I Telephone Compan) of I'enn- sylvania aroused the regional corn- pan) s advertising manager, Karl A. Skinner, at his suburban home, lie in turn alerted Edmund !l. Rogers, senior partner and head of the radio/TV de- 24 partment of Gray & Rogers, the Bell company's ad agency in Philadelphia. Within scant minutes, ad manager Skinner was racing his car through slipper) roads to his Philadelphia of- fice. On his part. radio/TV chief Rog- ers alerted Walter M. Erickson, the agenc) timebuyer, and Granville Wor- rell, the agenc) contact chief on the Bell account. In swift order, these three collected in the agency's office in the towering Philadelphia Saving Fund Societ) Building on South Twelfth Street to take quick action. Rapidly, they put together a 20-sec- ond station break. They cleared it with Skinner. Then each sat down to phone in that announcement to every radio station in the path of the storm. "This is a message from the Bell Telephone Company."" flashed the bul- letin over some 90 stations. "We re- gret the inconvenience caused by the storm to those whose service has been interrupted. All available manpower and material are being used to restore SPONSOR [PENNSYLVANIA RADIO STATIONS (SEE TEXT) service as quickly as possible. Thank you." For two days, the ad manager and the ad agency worked hand-in-hand to help alleviate the crisis. Constantly in- formed by the Bell Traffic Department, they followed up with fresh tailor-made messages. These were dispatched to radio stations in local areas through- out the state as conditions improved, and more telephone lines went back in- to service. Finally, the emergency was over, and, with a sigh of relief, the admen returned to their more orderly routine — until the next crisis. This dramatic episode reflects a typi- cal function of the regional broadcast advertising done by the 18 associate companies of the Bell Telephone Sys- tem. As was pointed out in Part I of this article (see the last issue of spon- sor, 18 June), the 18 Bell companies jointly sponsor the $1,250,000 Tele- phone Hour on the NBC radio network as a nation-wide open wire. The show serves a friend-making, friend-keeping purpose, informing the public of serv- ices provided by the Bell System. (Please turn to page 44) Hon* typical Bell ad managers operate N. Y.'s Monser Michigan's Wallis Penn.'s Skinner Edward L. Monser, 47, advertising manager for New York Telephone Company, believes in blanketing the state with announcements. The company spends over $350,000 annually for messages broadcast regu- larly over 98 radio, six TV stations. Born Leaven- worth, Kan., graduate of Cornell, Columbia Journal- ism School, he joined N. J. Bell in 1929 as copy- writer and became AT&T ad copy supervisor in 1944. F. G. Wallis, advertising manager of Michigan Bell Telephone Company since 1950, uses radio program- ing, plus state-wide radio announcements, plus TV announcements over six stations. The company, spending about $350,000, relies heavily on variety show, Number Please, on 18 AM stations. A Colum- bia Journalism School graduate, he joined N. Y. Bell 1929, entered AT&T's ad department in 1943. Earl A. Skinner, advertising manager of Bell Tele- phone Company of Pennsylvania, veteran of 20 years with the company, is heavy user of radio announce- ments. Spending $150,000. the company schedules three-per-week announcements on 59 Penn. stations, two weekly on 33 stations, varying on five Delaware stations. He favors transcribed messages, uses some live. He feels radio is top public relations medium. Anson F. Hardman, advertising manager of Ohio Bell Telephone Company since 1947, uses variety of broadcast efforts. Company's $300,000 annual air budget includes five-times weekly participation pro- graming on WEWS, Cleveland; radio announcements through Buckeye State; TV announcements in four cities; and three-times weekly Ohio Story on 13 radio stations. He is proud of awards won by Ohio Slory. Ohio's Hardman How 18 Bell Telephone companies use spot radio (Source: AT&T survey, still be- ing conducted) 1 . Companies using spot announce- ments as traffic control, to warn of emergencies. 2. Companies using spot announce- ments to promote usage, space sales of classified di- rectories. 3. Companies using spot announce- ments to recruit new personnel. 4. Companies using spot announce- ments detailing information about party line, long distance service. 5. Companies using spot announce- ments to help solve the long distance call-by- number problem. 6. Companies spon- soring radio pro- grams to boost Bell service with- in region. o° \6 v° s° <* ** ^ xxxxxxxxxxxxxxxxxx X XXX *X X X y x x x x XXXXXXXXXXXXX xxxx X XXX XX X x Kobak (above) urges radio, sponsors work together to make beautiful music at the cash register 26 Ed Kobak, consult; What lies ahead for ra- dio? Is the medium which has helped build many of the nation's most important firms limping down the road to obsoles- cence— as many scare articles in the press would seem to indicate? Or, is radio entering on a new phase of constructive adjustment to television and continued power as an ally of business? Decision makers on both the selling and buying sides of the fence ace vitally concerned about the answers. For the plans of both broadcasters and advertisers de- pend to much the same degree on what happens to radio. This point is frequently overlooked. Wails of despair from the halls of radio management are heard every- where; but what of the heads of firms which have millions of dol- lars invested in radio franchises which they still consider their most valuable selling vehicles? They, too, have a vested interest in and sincere good wishes for the con- tinued prosperity of the radio me- dium. To get an over-all analysis of ra- dio's problems, sponsor inter- viewed a man whose career has embraced every facet of radio — Edgar Kobak. He has been presi- dent of the Mutual Broadcasting System; vice president in charge of sales of NBC; vice president of Lord & Thomas. Today he is a business consultant for. among others, two firms which are lead- SPONSOR poiisor really down on radio? top advertisers, says "no/' eiting flabbiness of broadcasters in selling' man who foots the bill ing buyers of radio time — Miles Laboratories and General Mills. And, he is owner of a radio sta- tion, WTWA, Thomson, Ga. sponsor asked Ed Kobak to look at radio's present turmoil not as a former radio executive and an active member of radio committees (he is chairman of the board of BAB, Inc. and a member of the Affiliates Committee) ; not as a business adviser to firms which buy millions of dollars worth of advertising annually; but rather as a businessman equipped to look in- to radio's past, and its future, with perspective. Here, then, are ques- tions sponsor put to Ed Kobak with the answers in his own words. Q. What single thing would you point to as radio's chief trouble right now? Kobak: The simple fact of the matter is that the men who sell radio do not understand their medium as well as the men who buy it. Too few sellers just don't know what happens once an advertising message leaves their broad- cast towers. Q. That sounds like a serious lack, but just why do you consider it so im- portant? Kobak: In effect, most radio salesmen are operating in the dark. They don't understand how radio is working for advertisers. They don't know the needs of advertisers. They are unable to go in and sell some specific plan that will get new business coming into radio. All most radio salesmen can do is try to snipe at the other networks ac- counts, though there are exceptions. Q. Does that mean you think there's radio business to be had which is go- ing down the drain for lack of analyti- cal and creative salesmanship? Kobak: There is, and I can give you a good example. Recently, Miles Lab- oratories bought time on Mutual for taped rebroadcast of its Curt Massey show which is on CBS live. Now, no- tice I said bought. I don't mean that Miles was sold on the idea by any sales- man. Miles went to radio; not the other way around. While salesmen What Kobak suggests to radio nmnagement Advertisers aren't nearly the men with horns many broadcasters suspect they are. Rather, the broadcasters themselves are often to blame for the sales difficulties they now face. Here are suggestions Ed Kobak makes. 1. Sell with ideas. Study the prob- lems of advertisers so that you can make specific suggestions to them for more advertising rather than making deals. 2. Make lots of calls with your chin up. Remember, you compli- ment the buyer's good sense when you ask him to buy radio. 3. Let advertisers know the eco- nomic facts of life of radio. Tell them about your cost problems so that they can understand why rates can't be cut further. 4. Work to change the psycholog- ical climate among advertisers. Many plans are motivated by im- pressions advertisers get. Help them get good impressions. ."». Programs are what you have to sell. Ruild new shows, constantly refurbish old ones. were calling on the agency, it was to get Miles back to MBS, not to launch a new show. Miles bought the new time because analysis of Nielsen food and drug in- dex figures showed that there was a good opportunity for the firm if it in- vested more money in radio to sell Alka-Seltzer. As you know, with these figures management can keep abreast of a product's standing in relation to competitive brands as far as sales and advertising are concerned. The Miles management knew more about their opportunities through added use of ra- dio than the radio salesmen did. Q. What other weaknesses do you see in radio's approach to its problems? Kobak: Well, it's all really the same problem — poor selling. Let's go back to what happened to Miles. After the recent cut in network rates, Miles found itself with a substantial annual saving. With all that extra money available, you'd have thought sosieone at the net- works would have been hopping a train down to Elkhart. Indiana, to sell Miles on a new show. But the pitches Miles {Please turn to page 59 I 2 JULY 1951 Kobak (with H. Kaiser above) knows problems 21 UUJcUIIVc i to obtain valuable information like this ^™" to help solve problems like this (where TV commercial pulled weaker than radio) How Schwerin does it Picture series on these pages shows how an advertiser takes the guesswork out of his commercials and program The pictures on these pages show a group of average Americans enjoying the unique experi- t'liir ul telling ii sponsor off ahout his program and commercials. While vent- ing their spleen land, probably, toss- ing some orchids I these citizens are helping the sponsor use the air more elieetheh . \s ;i t\ pical Schwerin test panel, their reactions will be scientifi- cally charted and analyzed to provide a basis for program and commercial improvement. These pictures were taken a short time ago at the first evening test ses- sion held at Schwerin Research Cor- poration's new test theatre, a former New York motion picture house. Just how important to advertisers are tests like this? For a quick answer, here are some brief case histories which tell about results of Schwerin tests. I hey range all the way from the case of the soap manufacturer looking for a new daytime radio serial to the sad tale of the TV sponsor with a "boom- eranging" commercial. Take the soap maker looking for an effective daytime radio vehicle for his product. • First step taken by the Schwerin organization was to try out a dozen likely "soap operas" on typical house- 1 [pi, 1 con attend Pleote tend . ANT DAY a ate chock your DIIACM MONO THIS UNI "Telovitlon Radio Unlaw lima." lickoil lot an AFTERNOON Q on EVENING D Monday Tuetday Wednetday Thundoy a a a a choice) Friday D ? My occupallo (II you at. a Houtewile, c heck hat D ondg ve yout Hutbond t otcupolion on the Mm above) 3. My oge in Undc t 16 O 16 J5 C U15 a 36-50 D Ov •t 50 D Mr. ».. Mil N« □ i 1 to tend Ihe "I. Nam* (pie Addtett levition-Rodi a Review Timo" litte ■ lei •hone No I. Card returned by prospective panelist helps recruit balanced group 28 — . Panel members line up outside converted theatre for 7:15 p.m. show SPONSOR wife audiences. One showed up as more interesting to the audience than all the rest and it was therefore chosen for sponsorship. Then came a follow-up test, once the show was on the air. Although generally approving of the show, panel members now found things about it that needed improvement. As a result of their candid criticisms, the story line was changed somewhat: one main character was completely eliminated because he aroused extreme dislike; and a new actress took over in the leading role. After these changes were made, the programs rating took a substantial upward turn. • Another advertiser had adapted his very successful radio show to tele- vision. How was the video version making out? Schwerin found the sales points in this sponsor's TV commer- cials not nearly as well remembered as those on the older radio version. Rea- son: a radio approach to the TV com- mercial, with pictures added later to fill in the visual end. A more unified approach to sight and sound licked this problem. • Then there was the sponsor with an apparently successful radio pro^ gram. Periodic checks of entertain- ment and commercial by Schwerin s panels showed the program doing an effective job. But, thought the spon- sor, I'm not so sure the singing star is the best man for the show. As a re- sult, the singer's contract was not re- newed and a new star took over the program. Tests immediately detected a drop in "liking" for the new star, consequently for the entire program. Replacing the original singer brought the "liking" back up to its former level. • An appliance manufacturer de- vised an ingenious test demonstration 3. M.C. EXPLAINS TEST PROCEDURE. KIDS TYPICALLY GRAB FRONT SEATS, GIVIN 2 JULY 1951 5E IDEA OF THE PANEL MAKE-UP 29 more I. Test is on. Note how woman made herself at home while recording reactions 6. Exar for his product on television. It com- pared his product with an ''unknown" brand, setting up certain safeguards to make conditions the same for both. One of these was a careful sealing of all openings on both appliances with heavy tape. Someone pointed out huw time-consuming it would be to have the fragile model in the TV commer- cial actually tear all this tape off — so it was loosened beforehand to make the job easier. It was easy: the tape prac- II ho uses tests; how mueh do they cost? 1. Schwerin Research Corp. clients for program-commercial testing service include such companies as A.T.&T., Colgate-Palmolive-Peet, Miles Laboratories, General Mills, Lever Brothers, Admiral Corp., INBC, Toni Company, Campbell Soup Company. 2. How much does it cost? Basic charge for a "test hour" is $1,500, minus varying discounts if series of tests is contracted for. Dis- counts run like this: 10% off for 12 test hours; 12% off for 18; and 15% off for 25 hours. 3. A 30-minute radio program, tested for entertainment only, is rated at 30 test minutes or $750 on a single-shot basis. Same program, tested also for commercial effectiveness on one product is rated at 40 test minutes or $1,000 for single test. Add 10 minutes for each addilional product on the same program. 4. A 30-minute television program, tested for entertainment only, is valued ;it 10 test minutes or $1,000 for one session. If commer- cial effectiveness on one product is included, same program is Valued at 54 test minutes or $1,350. For each additional product studied on a TV show, 14 test minutes are added. 30 over. Panel members get small token of appreciation tically fell off when the model-demon- strator pulled at it. "Fake, phony," cried the Schwerin test panel which viewed a kinescope of this show. Loosening the tape had kept the commercial from going over- time; but it had boomeranged on be- lievability. Schwerin pointed out. What would tests like those de- scribed above cost? Base price is $1,500 per test hour, for a single test. A contract for several tests lowers this price, so that 25 test hours would bring the maximum discount of 15%. Spe- cifically, testing a 30-minute radio pro- gram for entertainment only would cost $750; including commercials in the test would add 10 test-minutes, boosting total one-shot cost to $1,000. TV programs, since the) re more com- plex, cost more. A 30-minule television test is billed! at 40 test-minutes or $1,000 for an entertainment survey alone; with commercial, too. the tab comes to $1,350. Programs of other lengths vary, not always in proportion. Current Schwerin clients include, among others. Admiral Corporation, American Telephone & Telegraph. (Please turn to page 55) SPONSOR ©SPONSOR Publication! Inc. 1951 TV lexicon is over three times as long' as first edition of Herbert True dictionary DICTIONARY APPEARS IN FOUR PARTS PART THREE ■P%A I'" you know whal "drooling," "fax," and i jK "gobo" mean in the parlance "I television? \ glance through the definitions in this issue's in- stallment of the 1951 "TV Dictionary/Handbook for Sponsors" will provide the answers. It will also give you quickly grasped and valuable TV data. Example: the film conversion figures on page 35. Authored by Herbert True. Gardner Advertising Com- pany. St. Louis, radio-TV writer and producer, the 1951 dictionary is a greatly expanded (over three times as long) version of True's first dictionary — published pre- viously in SPONSOR. • The complete "TV Dictionary /Handbook for Spon- sors" will be available to subscribers on request. Price to others: $2.00. Bulk rates furnished on request. D {Continued ) DROOLING Padding a show with un- important talk or skits in order to fill the allotted time. DRY RUN Those rehearsals previous to camera rehearsals where business, lines, sets, etc., are perfected. DUBBING Mixing several sound tracks and recording on a single film. DUPE A duplicate negative film print made from existing positive. DUPE NEGATIVE Negative of a film which is not the original negative; negative made from a positive print. DUPING PRINT Special soft print (lavender or fine grain) made from an original negative so that a dupe nega- tive can subsequently be made from it. DUTCHMAN Cloth strip, about three to six inches wide, pasted over the crack between two flats to hide the crack and to make the wall appear solid. E EDITING Final arranging, shortening, and eliminating of scenes in a TV kine or film and synchronizing them with the sound track. While "editing" is often used inter-changeably with "cut- ting," a cutter is specifically one who does the manual part of the work. EDGE FLARE 1 1 1 Unwanted lights at edge of picture. ( 2 ) May be countered by edge lighting which consists of a small lamp illuminating the edge of the mosaic. <3> Rim of illumination around the edge of the picture on the receiver tube. EFFECTS Tricks or techniques used in changing film scenes, usually with the use of special cards, plates, etc., on a film negative. Also called opticals. "802" The New York local of the American Federation of Musicians. EIGHTY-EIGHT Slang for piano; de- rived from the number of piano keys. ELECTRA-ZOOM A type of Zoomar or variable lens designed for studio use. (See lenses.) ELECTRON BEAM A stream of elec- trons focused in the shape of a beam by external electrostatic or magnetic fields. Also known as the cathode-ray beam. ELECTRON GUN A system of metallic cylinders arranged in the narrow ends of both the camera and receiving tubes, in which is formed the electron beam which is ultimately used for scanning the image before the TV camera and for reproducing it in the TV receiver. EMCEE or M.C. Master of ceremonies on a TV production. EPISODE Series of related scenes which are supposed to make up an event of importance in the story. ESTABLISHING SHOT Long shot intro- duced at the beginning of a scene to establish the inter-relationship of de- tails to be shown subsequently in near- er shots. E.T. Abbreviation for electrical tran- scription. Usually 33-1 3 rpm's. 2 JULY 1951 31 WORLD STATIONS ARE MAKING MONEY WITH THESE JINGLES NOW I • HOME IMPROVEMENT JINGLES CAMPAIGN • FUR STORAGE SERVICES JINGLES • FLORIST YEAR-ROUND CAMPAIGN • FARM PRODUCTS SIGNATURES • APPAREL LINES YEAR- ROUND CAMPAIGN • BEAUTY SHOP PROMOTION JINGLES • FURNITURE STORES JINGLES More Money-Makers I • LOAN COMPANIES JINGLES • USED CAR DEALERS JINGLES • BAKERS JINGLES • CREDIT CLOTHIERS (MEN) JINGLES • JEWELERS JINGLES • SAFETY JINGLES CAMPAIGN • CREDIT CLOTHIERS (WOMEN) JINGLES And More! • WORLD MUSICAL WEATHER JINGLES • FURRIERS CAMPAIGN • FOOD PRODUCTS JINGLES CAMPAIGN • HOMEMAKING JINGLES CAMPAIGN • BASEBALL SIGNATURES CAMPAIGN • SPORTS SIGNATURES CAMPAIGN • HAPPY BIRTHDAY JINGLES CAMPAIGN • WORLD MUSICAL TIME SIGNALS • KIDDIE PRODUCTS SIGNATURES CAMPAIGN • FOOTBALL SIGNATURES CAMPAIGN • BASKETBALL SIGNATURES CAMPAIGN • «0Rl mh> NJORt these pow< M* «{g, # M<^»aW0z:?£> 7385 adve::;:tVo«io ■»*• <°mpoi9ns i 3 fl** Rt«,UAT£S S a / 0H\ 3 GRtAT SPOMSOR-SU\WG JINGLES. How Ready \, to School Compaq torVea-RaondUse. s AND HERE ARE MORE SALES PRODUCERS AVAILABLE EXCLUSIVELY AT WORLD STATIONS/ • CHRISTMAS SHOPPING JINGLES • CHRISTMAS SALES JINGLES • FOOD PRODUCTS CHRISTMAS CAMPAIGN • TOYS AND CHRISTMAS GIFTS CAMPAIGN • CHRISTMAS DECORATIONS AND GIFTS JINGLES And More Money Makers/ • VALENTINE'S DAY JINGLES • EASTER GIFT JINGLES • EASTER APPAREL PROMOTION JINGLES • MOTHER'S DAY JINGLES • GRADUATION DAY JINGLES • JUNE WEDDING JINGLES • FATHER'S DAY JINGLES ) Time-Buyers! Account Executi .lion It your best for top qual- ily'shows locally. Check your WORID station for the new Robert Montgomery .how, "FREEDOM IS OUR BUSINESS," "Steamboat Jamboree," the "Dick Haymes Show," "For- ward America" and the "lyn Murray Show." WORID Com- mercial Jingles, another WBS special feature, include time and weather attention-getters and all manner of arresting sponsor-identification for jewelers, furriers, automobile dealers, furniture stores, apparel shops and many more THF RATINGS, THE KNOW-HOW! i I 1 I PROGRAM SERVICE WORLD BROADCASTING SYSTEM, INC. 488 Madison Avenue, New York 22, New York They helped build the TV Dictionary Handbook R. B. HANNA, Mgr., WRGB-TV, Schenectady C. MacCRACKEN, v.p. radio/TV, DC&S, N.Y. H. McMAHAN, Exec, Five-Star Prod., Hywd. EXPANDING SQUARE Film effect wherein an image becomes visible as it replaces previous picture from small expanding square out. EXPLANATORY TITLE A title inserted during a program, between actions or scenes, explaining something not made clear in action. Poor taste usually and such titles are seldom used in televi- sion. EXPOSITION Explanation of what is to follow, frequently by narration voice over, laying groundwork for the story. FAC or FAX Full studio facilities. FADE TO BLACK Popular method of ending TV dramatic presentations where picture is gradually faded down until the screen is black. In TV it's done electronically; in motion pictures, optically. FADE UP, FADE DOWN dio fades of mikes. Refers to au- FADER or POT Instrument used to lower to raise sound level. FADES — Television: In: The TV screen is dark and the picture gradually appears to full brightness. Out: From full brightness a picture disappears gradually until the screen is dark. Film: Fade in and outs, dissolves or mixes are normally made optically in film laboratory on an 'optical printer' and are usually called opticals. Trick shots are also mainly optically done. In films 'mix' and 'dissolve' are synon- ymous and denote a gradual transtion from one scene to another, both scenes being visible in a superimposed state for a period during the middle of the transition. FAIRY GODMOTHER An unimaginative musical director. FAKE or FAKING Arrangement of ar- ticles or material in an unnatural man- ner that when photographed passes as authentic. A legitimate artifice to make the unreal appear real. FALSE CEILING Term used to describe devices such as partial ceilings, etc., which are used to create the effect of a room completely enclosed from above without affecting an actual covering which would prevent effective over- head lighting. FAN — Uncritical enthusiast for TV tal- ent, show, or presentation. FANFARE A few bars of music usually employing plenty of trumpets to her- ald start of TV show, an entrance, or special announcement. FANTASY An imaginative TV presen- tation not restricted by realistic con- ventions. Usually one dealing with mythology or the supernatural. FARCE TV comedy designed strictly for laughs and not concerned with plausible characters or probabilities of plot. FAT Meaning to have sure-fire jokes, easy lines to deliver, or simple sound effects. FEARLESS DOLLY The most flexible and satisfactory of the less expensive motion picture boom-type dollys, of- fering limited elevation of camera on short boom. FEED To transmit a TV show to sta- tions or groups of stations. FEED BACK The squeal or howl re- sulting from accidentally closing the inbound and outbound ends of an electrical circuit, or from an improper mike set-up. FIDELITY The exactness with which a television or radio-transmission sys- tem reproduces sound or picture on the receiver. FIELD (1) Program-wise, the area of set or scene covered by the camera as seen on the receiver tube, depending on the type of lens and distance of the camera from the scene. < 2 ) Refers to one set of scanning lines making up a part of the final picture. In present standards, pictures are transmitted in two fields of alternating lines which are interlaced to form a 525-line pic- ture at the rate of 30 complete pic- tures or frames per second. FIELD PICKUP or REMOTE The trans- mission of out-of-studio events by a mobile unit, and cameras. FIGHT THE MUSIC To struggle in singing; (said of an actor) to be dis- turbed in speaking lines above a musi- cal background. FILL rial. Cut to insert additional mate- FILL-IN LIGHT Spots or lights used to soften shadows, usually 3/4 KW or 2 KW. FILM CAMERA CHAIN Complete series of equipment used to present films on television, consisting of iconoscope camera, camera control, and shading desk, and one or more projectors. Fre- quently a slide projector is mounted beside the film projector so that sta- tion announcement slides may be shown over same circuit. FILM COMMERCIAL Advertising mes- sage placed on film for projection over the film facilities of television station. FILM CUE Perforation in film to indi- cate time remaining. 34 SPONSOR RAY RICH, Prog. Mgr., WDSU-TV, New Or. LEE RUWITCH, v.p., Gen. Mgr., WTVJ, Miami W. J. SCROGIN, Serv. Mgr., United Film, K.C. / »iin information Timing and Word Allowance Chart for 16mm TV Filmed Commercials and Shows. Feet Seconds Words 1 01.7 4 2 03.3 8 3 05.0 12 4 06.7 16 5 08.3 20 6 10.0 24 7 11.7 28 8 13.3 32 9 15.0 36 10 16.7 40 11 18.3 44 12 20.0 48 13 21.7 52 14 23.3 56 15 25.0 60 16 26.7 64 17 28.3 68 18 30.0 72 19 31.7 76 20 33.3 80 21 35.0 84 22 36.7 88 23 38.3 92 24 40.0 96 25 41.7 100 26 43.3 104 27 45.0 108 28 46.7 112 29 48.3 116 30 50.0 120 31 51.7 124 32 53.3 128 33 55.0 132 34 56.7 136 35 58.3 140 36 60.0 144 Feet Minutes Words 45 1:15 180 54 1:30 216 63 1:45 252 72 2:00 288 81 2:15 324 90 2:30 360 99 2:45 396 108 3:00 432 144 4:00 576 180 5:00 720 360 10:00 1440 390 10:50 1560 522 14:30 2088 1062 29:30 4248 CONVERSION FACTORS To find 16mm ft., multiply 35mm ft. by 40%. To find 35mm ft., multiply 16mm ft. by 2Y2. One 35mm ft. equals 2/3 of a second. (Number of 35mm ft. times 2/3 equals seconds of screening time.) One second equals IV2 35mm. ft. (Number of sec- onds time IV2 equals the amount of 35 mm ft.) One 35mm ft. equals 16 frames. One 16mm ft. equals 40 frames. 24 frames projected a second. Ninety 35mm ft. equals 60 seconds. Thirty-six 16mm ft. equals 60 seconds. One 16mm ft. equals 1-2/3 of a second. (Number of 16mm ft. times 1-2/3 equals the screen- ing time in seconds.) One second equals 6/10 of a 16mm ft. (Number of seconds times 6/10 equals the amount of 16mm ft.) VOICE INFORMATION Voice must al- ways be two seconds shorter than action. For example: 40 ft. 35mm playlet screens in 26-2/3 seconds but voice is read in 37 ft. or in 24-2/3 seconds. 16 ft. 16mm playlet screens in 26-2/3 seconds but voice is read in 14-8/10 ft. or 24-2/3 sec- onds. Voice on a revoiced playlet is al- ways 2/3 of a second shorter than on original recording. < One 35mm ft. or 2/5 16mm ft.) PROJECTION REMINDERS Takes 3 min- utes to warm up 16mm projector; 5 min- utes for 35mm projector. 8-second roll cues are necessary on 16mm sound film. Faster roll cue on 35mm sound or si- lent film. In TV 30 frames are projected a second and sound is 24 frames ahead of picture. Regular movie projection speed is 24 frames per second. WORD, SOUND ALLOWANCES Average word allowance (non-technical subjects) 16mm film — 4 words per foot. 20-second film commercial has 17 seconds of sound. 8-second film commercial has 6 seconds of sound. FILM LOOP A short piece of motion picture film spliced end to end to form a loop which is threaded on a projec- tor and run continuously during a show so it can be brought into the pic- ture sequence as desired. Usually used to establish locale or maintain montage effect. FILM PICKUP Electronic transmission of motion pictures from 16 or 35mm films by means of television. FILM SEQUENCE d) That portion of a telecast made up of various motion picture scenes. (2) In motion pictures the relation of various views of a scene which build into an incident climax. FILM STRIP A sequence of several 35mm frames shown individually. Al- so called slides. FILTER MIKE Microphone rigged to give special effect of voice coming through telephone receiver or other varied effects. FILTERS TV lens filters used to elimi- nate or reduce glare or a portion of light spectrum. FIRE UP Direction to film man to warm up projector. Takes approxi- mately three minutes for 16mm; five minutes for a 35mm. An eight-second roll cue is necessary on 16mm sound film. Faster roll cues are possible on 35mm sound, and all silent film. FISH BOWL The clients' observation booth with TV monitors. FISH HIM OUT Slang for send the boom down to pick up sound, but don't get boom or mike in picture. FIXED INSTALLATION Permanent set such as kitchen, newsroom, etc. FLACK The publicity writer for TV talent, show. etc. FLAG or GOBO Large sheet used to shade light from cameras. FLANGE A spool reel with both sides omitted so that film, usually commer- cials, wound on it may be removed in a roll for storage. I Please turn to page 61) 2 JULY 1951 35 SEWING MACHINES SPONSOR: State Sewing Center AGENCY: Direct CAPSULE CASE HISTORY: Less than $20 had been spent via WOOF by sewing machine outlets in the sta- tion s three-year history. Then State ventured a three- announcements-per-day campaign. In three iveeks, the firm had so many leads they switched to a 15-minute seg- ment of Hillbilly Hit Parade. In less than 60 days, spend- ing $156, State reaped a $5,330 sales gross. And more than 100 leads remained to be called on at that point. WOOF, Dothan. Ala. PROGRAM: Announcements; Hillbilly Hit Parade RADIO RESULTS HELP WANTED SPONSOR: Columbian Vise & Mfg. Co. AGENCY: Direct CAPS1 II CASE HISTORY: Columbian's problem: to build up several of their departments requiring immedi- ate additional help. The Sunday Slovene program was the radio help-wanted column, with Columbian running two announcements. Cost: $25. The response was im- mediate 'lose to 300 inquiries the following day. The factor1) superintendent reports he's very pleased at the way radio brought skilled help quickly and inexjwnsirely. WJMO, Cleveland PROGR \M: Slovene •1 LIQUID PETROLEUM GAS SPONSOR: Rock Gas AGENCY: O'Brien I APSULE CASE HISTORY: Rod, Gas. an inexpensive heating and cooling fuel, is delivered in high pressure cylinders and is ideal where portability is desired. To reach ncu customers unaware <>f Rock Gas assets, the In in urn six announcements weekly for $72. Now Rock (,as reports sales increased b\ thousands of dollars, 100% over some oj the best previous years; sidesmen are being welcomed, til this when Roch Gas has been in business in I n in on i ci foi 25 years. I KNW, New Westminster, B. C. PROGRAM: Announcements REAL ESTATE SPONSOR: First Federal Savings & Loan AGENCY: Direct CAPSULE CASE HISTORY: First Federal specializes in home loans. And, to build realtor goodwill, it offers time on its 7:45 a.m. newscast free to real estaters who want to mention specific offerings. One realtor, Sam King, booked a $15,000 listing one day, received a free plug on the newscast the next day, closed the sale that same day. Naturally, First Federal Savings & Loan handled the financing. Program cost, $20. WABB, Mobile PROGRAM: Newscast CONFECTIONERY SPONSOR: Hoffman Candy Co. AGENCY: Mayers Co. CAPSULE CASE HISTORY: Cup O' Gold is a 10* candy- bar on the market three years: sales till recently were 3.000 24-6ar boxes iveekly. To up its totals. Hoffman bankrolled a Monday to Friday 15-minute segment of America Dances and a 15-minute Saturday portion of Strictly From Dixie. In three weeks, 62 new jobbing out- lets opened. In seven weeks, there were 4,000 new retail outlets. Sales now run to 7,500 boxes weekly and factory output is up 40%. Cost: about $330 iveekly. KFWB, Los Angeles PROGRAM: America Dances; Strictly From Dixie MUSICAL CARD SPONSOR: Wirt's Pharmacy AGENCY: Direct CAPSULE CASE HISTORY: This drug store sponsors a daily five-minute social calendar program. For the most part, commercials are of an institutional nature. But. recently, Wirt's received a shipment of musical greeting cards that play "Happy Birthday" when a crank is turned. The show's announcer played the jingle and casually men- tioned that the $1 cards were available. Three brief mentions sold 47 dozen cards for $564; cost: $6 daily. W \l(.\\. MchImII.. I'., PROGR \\l: Social Calendar POWER LAWN MOWERS s|>()\S()R: 1!. F. Goodrich Store AGENCY: Direct CAPSULE CASE HISTORY: The store manager featured n new shipment of power lawn mowers on his Morning Parade announcements. Two announcements advertised the equipment with M.C. John Woods suggesting pur- chasers liquidate the price of the mower by using it to do their neighbors' lawns. Apparently this sales gimmick worked; the Goodrich Store sold four mowers at $79.95 and one at $125. From $24 worth of announcements: $444.80 in sales. WTAG. Worcester PROGRAM: John Woods' Morning Parade cbiossosofthicarounas ltCff»saN STANDARD BROADCASTING COMPANY i^miOt,AT«ONAtnByRAD.D SALES 37 2 JULY 1951 hi, BOB I OKI >l \\ As I've mentioned before, one of the most distressing effects continually be- ing achieved in television copy, both live and on film, is the insipid grin of pleasure which happy users of various products toss camera-ward. They may be freckle-faced moppets gorging cake, buxom girls tasting synthetic orange juice, or healthy young men downing beer. Unfortunately, even the Lunts couldn't get away with this brand of histrionics. Not that it isn't okay for an actor or actress to appear happy utilizing the sponsor's product, but the gestures are usually reminiscent of the school <>f acting of Lilyan Tashman. The main reason for this somewhat hammy approach to TV copy is, pri- marily, a thing known as "voice-over." Voice-over means having your audio PRODUCT: Rhcingold Beer (Liebmann Breweries) AGENCY: Foote, Cone & Belding, N. Y. PROGRAM: 10-second station identifica- tion announcements One of the most adroit spot buys and ap- propriate copy techniques for that buy being done in TV today is represented by Rhein- gold Beer's 10-second station identifica- tions. This product's ad-men. realizing that theirs i- iini' which need;- little elucidation, have spotted the Rheingold theme-line be- tween top-rating shows. For those lew who might nut know, this theme i-: "My beer is Rheingold, the dry beer!'", hence it fits just right in the four to eight seconds of audio permitted for station identifications. It would be nice if all channels which sell these quickies would require thi -.inn amount >>f copy, but the standards are as varied ;j- Joseph's coat. This makes the writing and production "f station identifica- tions far mure difficult than il should be. Hut to gel back to Rheingold, which has '-I 'i raft of these spots and inserted at- tention-getting personalities in them. The of the personalitii - are announced : "Peggj Lee sings:" and Peggy warbles the theme-line, acapella, to the music of the done by an announcer who is not seen. It's far cheaper on film and far easier to do both on film and live since folks who can actually speak on camera must be real actors and actresses able to talk as well as look pretty. Furthermore, they must be able to learn their lines and to deliver them as if they compre- hended their meaning, in addition to moving about naturally while they are talking. It is this burden on the act- ing profession which has forced so many advertisers into voice-over copy. When you stop to consider, it's only- natural that voice-over will weaken your copy. In the first place voice and action tend to get in each other's way. When they are in perfect synchroniza- tion, neither advances the story, the (Please turn to page 53) well-known Rheingold ditty. Here is ideal usage of a smart time-buy: not too many ideas worked into too little space (the way NBC pretzels do it) ; not too involved a thought (the way Beechnut gum does it). A gal, a label, and 10 words. That's just about right! SPONSOR: Ford Dealers of America AGENCY: J. Walter Thompson, N. Y. PROGRAM: "Ford Festival," NBC-TV Thi- Jame- Melton show (14 June, 1951), which seems to be smoothing out now, was far and away the most entertaining it's ever been . . . perhaps due to the lengthy film insert which look the audience inside the Walt Disne) Studios and divulged some of the behind-scenes business of doing anima- tion. Far from being of academic interest, and highlighted with full-animal' d excerpts from Alicc-In-\\ onderlaud. here was a TV treat of the first magnitude. Commercially Ford presented its usually sound and intelligent footage of the car get- ling ii> bumps and showing its style. The most interesting commercial vehicle this night was a brace of stunt-drivers doing the dramatic and dangerous wilh their fleet of Fords. No one could fail to be (a) in- terested (b) impressed — even when hearing the testimonial from the head stuntsman whose daring on the road was as apparent as his timorousness before the TV cameras. This live interview at the end of the com- mercial film served to point up the selling story most convincingly. The best part of the stunt driving was the fact that cameras also were strapped inside the stunt cars so there was plenty of footage "from the driver's point of view." The only thing I didn't like was the pale carbon of Be Happy — Go Lucky that a some- what inane quartet warbled at reprise of one commercial. If you're going to take the phrase "copy-writing' 'literally, why not copy thoroughly? PRODUCT: Super Suds (Colgate-Palm- olive-Peet) AGENCY: William Esty, New York PROGRAM: Announcements The soap fraternity, which knows at least as much about this business of advertising as any other group, is embroiled in a never- ending battle of whiteness, sudsiness, and ease of operation regarding the various prod- ucts they promote. Until Tide, and now Surf, there were few, I'd say, major differ- ences or innovations in the products them- selves, hence the burden on the advertising folks was even greater. And from this fact, plus the usually large expenditures (which help make a good theme better) came the finest themes and techniques, time-buys and programs, gimmicks and spots, in all ad- vertising. With this light doffing of my cap, 1 would like to question, however mildly, the Super Suds theme-line and their approach to this line: namely "Dynamite to dirt.'' Allitera- tive it is. short, memorable and adroitly col- loquial. But, as I understand it, the newer detergents which are bubbling over in the soap field are sometimes a bit harsh for all their advantages. It's this reason that causes Super Suds' non-detergent competitors to stress effectiveness plus kindness (white, wash without red, red hands). So I can"t exactly see why the Super Suds copy I've i aught not only smacks home the cxplosive- in'- of the product, but also gimmicks it up with a booming sound effect and violent vis- ualization. Of course this is done for punc- tuation and emphasis, and it's true that a tag line maintains (a bit weakly when asso- ciated with the above) that the product is kind to hands or finer things. Hut hen's what I'm wondering: isn't the over-all — no pun intended — impression of the copy one of violence? And doesn't this carry over in a woman's mind when she thinks of her lin- gerie and her hands? 38 SPONSOR WTIC Leads Attack on Dope Peddlers Paul W. Morency, WTIC Vice President and General Manager (left); Leonard J. Patricelli, Program Manager (right); and Allen Ludden, Moderator of "Mind Your Manners" program, witness the signing of Connecticut's new Narcotics Law by Governor John Lodge. ■ """ .. *~ minors For se Ma mi nor s- ling narco"- ■- 15 to 30 years 'for first offense. Copy of the new Connecticut law is available on request. Connecticut Radio Stations Speed Passage of Tough Narcotics Law The ability of radio to render notable public serv- ice was again demonstrated in Connecticut this month when STATION WTIC, supported by other broadcasters, brought about the swift enactment of a new State Narcotics Law designed to protect teen- agers from the insidious menace of dope peddlers. This is the first legislation of its kind specifically directed toward solving the growing problem of youth drug addiction. WTIC's effort, which involved a complete study of existing laws and specific recommendations to legislative bodies, was inspired by the nation-wide response to the anti-narcotics crusade conducted by the station's teen-age program "Mind Your Man- ners" (NBC, Saturdays, 10:00-10:30 A. M.)- WTIC is hopeful that what has been accomplished in Connecticut will be repeated in other states, and offers its help to all other radio stations in the coun- try interested in furthering this worth-while crusade. Connecticut radio stations that participated in the Anti-Narcotics Campaign Bridgeport WICC, WLIZ, WNAB Bristol WBIS Danbury WLAD Greenwich WGCH-FM Hartford WCCC, WDRC, W0NS, WTHT, WTIC Meriden WMMW Middletown WCNX New Britain WHAY, WKNB 2 JULY 1951 New Haven WAVZ, WBIB, WELI, WNHC New London WNLC Norwalk WNLK Norwich WICH Stamford WSTC Torrington WLCR, WT0R Waterbury...WATR, WBRY, WWC0 WTIC WTIC's 50,000 Watts represented nationally by Weed & Co. 39 Hon- will this fall's nettvorh radio programing differ from previous years? Alan R. Cartoun Director of Advertising Longines-Wittnauer Watch Co., Inc. New York The picked panel answers Mr. Cart wiin Mr. Barry Two words — cost and creativeness — are the keys to the difference that will he found in this fall's ra- dio network pro- graming at NBC. The cost will be low. Lower per program on the average than it has been for many years. This, in spite ol the fact that radio for many years has been delivering more customers per dollar invested than any other ad- vertising medium. With few excep- tions, the hulk of the programs planned for our fall lineup will cost a sponsor less than $5,000 per package. This, we at NBC feel, is a realistic. contemporar) approach to the prob- lem- currently facing the elder of the two broadcasting media. In view of the present widespread economic un- certainty. the heightened competition among broadcasters, and the advent of television, radio must adjust itself to the new situation. We feel that our new cost approach is doing just that. In the realm of creativeness. we have planned programs that are completely and uniquely radio in that the) could noj be presented as well or as effec- tively in anj other medium. Radio has one great advantage that must now be utilized to the fullest it appeals to and stimulates the imag- ination of the listener. The eye of the imagination i> Mill the greatest "magic eye ' of all time. You can, via radio, create the most beautiful sets, the love- liest women and the most dashing heroes — because you create them in the individual minds of the listeners, ac- cording to the standards of the indi- vidual listener. With this in mind, we are coming up with shows that could not be done even half as well visually. Our science- fiction program. Dimension X, is a prime example. The strange and un- usual beings of other worlds, the vast- ness of interstellar space, the complex- ity of the fabulous machines of the future, are far more graphic and be- lievable in the minds of, listeners than they would be in the actual sight of a viewer, because each listener has his own personally acceptable concept of how they would appear. We in radio know that we're going to have to share the living room from now on. Anyone who says we're not i- wrong. But anyone who thinks Mr. John Q. Public is going to turn the radio set off entirely is wholly wrong. Charles C. Barry Vice President in Charge oj Radio Programs NBC Vew York To answer this one, you have to go out on not one but three limbs, yet all, I believe, prett) firm and solid. From the listener s point of view. I think the answer is simple: it wont. There will be new pro- grams, ol course, hut on the whole, the Mr. Fineshriber, Jr. listener will derive the same satisfac- tion from the same multiple categories of news, information, entertainment and service that he has enjoyed since radio came of age. From the sponsor's viewpoint, I believe he will find avail- able the same type of outstanding ar- tists and proven vehicles that have con- sistently carried his message at the lowest cost-per-thousand of all adver- tising media — but with this difference: at even more attractive prices. From the networks' point of view, the same responsibility to all segments of the listening audience, the same over-all output — but again with an important difference, a new method of selling. I doubt that program content will differ fundamentally this fall from previous years, but schedules will be rearranged, more ingenious sales combinations will be devised, and programs will be tai- lored more closely to sales effective- no-. In some TV-happy quarters of the industry, it is predicted that radio pro- graming this fall or perhaps next year will be reduced to three staples: news, recorded music, and so-called public service. This view not only does vio- lence to the proven quality of radio's many-sided program offerings and their competitive excellence; it simi- larly overlooks the physical facts of radio's coverage compared to that of TV. Speaking only for Mutual, we can hardly see our network being sold short when our audience was up V , in 1950 over 1949. And even later con- firmation comes from the fact that the average commercial rating on MBS this past winter (October 1950-March 1951 I topped the same period a year ago. These figures are nationwide, TV and non-TV areas combined, and dur- ing a period of TV's greatest inroads. 40 SPONSOR Here at Mutual, we recently took a Crossley survey of more than 500.000 phone calls in Home-Town America, the smaller cities and towns represent- ing 25% of the U. S. population where television cannot hope to reach com- petitively for years to come. Less than l/10th of 1% of all listening was to TV. For this l/4th of the population, radio's service and radios opportunity have not lessened one iota because of video. Taking the country as a whole, radio's 96,000,000 sets still dwarf TV's approximately 12.000.000 no matter how you measure them. With this reach and this responsibility, network radio programing this fall must main- tain the quality and variety which its audience and sponsors alike demand. William H. Fineshriber, Jr. Vice President in charge of Programs M'BS New York The neat, coura- geous question, "How will this fall's network ra- dio programing differ from pre- vious years?" might well de- serve a question from me, which is "Does Macy's Tell Gimbel's?" But the price war now raging between the two miracles of 34th Street has changed all that. Macy's is telling Gimbel's. The naive idea that anyone can keep a secret in this business has become archaic. Furthermore, the changes in network radio programing this fall will not be limited to CBS and the changes are on such a broad, in- dustry-wide basis, that there are no top-level confidences. I leave my fall blueprint exposed on my desk for all the world to see. If I hid it. then may- be someone would think it had earth- shaking importance. Of course, the sturdy champions will be back. 1 refer to Messrs. Benny, Amos 'n' Andy, Crosby and other CBS rating leaders. But they're going to find a lot of new, fresh-faced, fresh- voiced companions. Radio is still the great advertising buy. Too many folks have forgotten that radio is still a growing boy. TV has given the kid a couple of bloody noses but he hasn't hit the canvas . . . (Please turn to page 57 i Mr. Gottlieb I The cost per listener measurement is the only fair and honest measurement to apply to the cost of radio broadcasting. This is true whether it be single station or network cost. When a cost per listener yardstick is applied to KVOO rates, the station's TOP VALUE is apparent. Check BMB figures, particularly the 6 and 7 day per week listening columns! You'll find convinc- ing proof that KVOO is "Oklahoma's Greatest Station . . . measured by service rendered . . . listeners served . . . and low cost per listener to the advertiser! Call, wire or write KVOO or your nearest Edward Petry & Company office for availabilities. Latest Tulsa Hooper shows KVOO again leads by substantial margins morning, afternoon and night. NBC AFFILIATE 50,000 WATTS 1170 KC NBC AFFILIATE TULSA, OKLAHOMA National Representatives — Edward Petry & Co., Inc. 2 JULY 1951 41 OUT OF HOME LISTENING REPORTED BY PULSE The out of home radio audience will be re- ported in surveys con- ducted in July for the following Pulse mar- kets: Buffalo St. Louis Chicago Washington, D. C. Cincinnati Boston Philadelphia Los Angeles Detroit Minneapolis-St. Paul San Francisco Atlanta The reports are avail- able to subscribers and other interested parties. For information about these and other Pulse reports . . . ASK THE PULSE THE PULSE Incorporated 15 West 46th Street New York 19, N. Y. This SPONSOR department -features capsuled reports of broadcast advertising significance culled from all seg- ments of the industry. Contributions are welcomed. K\W helps Wellington Fund reueh new? investors Investment companies, comprising a $2,000,000,000 industry which pre- viously confined its advertising to printed media, are now venturing into radio. Like banks and investment bro- kers before them ( Bache & Company; Merrill, Lynch, Pierce, Fenner & Beane; Kidder Peabody & Company), they're selling via the airwaves. Lat- est advertiser is the Wellington Fund which totals $172,000,000 and is one of 106 such funds in the United States. Late in May. this company went into radio for the first time. A federal law explains why radio had been ignored previously. The Fed- eral Securities Act of 1933 limits the language used in advertising the offer- ing of registered securities. Companies who have their shares offered day to day through security dealers can men- tion only the name of the mutual fund, the fact that it is a mutual fund, the date of its organization, and the words "prospectus on request." Wellington Fund, in its current KYW. Philadelphia, campaign stays within the legal limitations but never- theless presents their minute-and-a-half commercial in provocative fashion. The announcement, on an early morning d.j. show, is never out of character: D.J. : Could I borrow a minute or so of vour valua ble t mie: ANNOUNCER: Well, it's not so val- uable. But of course. What's the mat- ter? D.J. : Well, it's not exactly a prob- lem, but wherever there is anything of intelligence or involvement concerned, 1 like to have you standing by so that I don't stray too far. Well, now, let me tell you what the thing is. I've got a prospectus here that I can send out to young folk or to people with a few years on them too that sit in with us here in the family circle. A prospectus about the Wellington Fund. Do you know anything about that? ANNOUNCER: Not too much. But I know enough to know that a prospec- tus should be a very interesting thing. The remainder of the commercial is in the same vein and concludes by in- dicating that a prospectus can be ob- tained by writing the station. A. J. Wilkins. vice president in charge of national distribution of Wel- lington Fund shares, comments on his firm's air venture. "We feel that the inauguration of our investment plan for the purchase of Wellington shares has created thousands of potential pur- chasers whom we have not been reach- ing with our advertising and sales pro- motion. We wanted an advertising ve- hicle that would reach these people. We think we may have found it with this radio program." • • • ''Career girl" gives listeners program data Advertisers are getting that some- thing "extra" on KBON. Omaha, through "Kay" (Miss Kay B.O.N.) who heralds the station's daily pro- grams. "Kay" makes her appearance every morning at 9:30 on Don Peraz- zo's disk show. A Date With Don. To point out the merits of KBON shows. "Kay" becomes a jack-of-all trades. One clay she portrays a gar- dener . . . "come to plant some ideas about easy listening." Or an archi- tect ..." a girl with plans . . . the blueprint for your information and en- tertainment." Three to four minute discussions with m.c. Perazzo in the lingo of her chosen profession, and appropriate sound effects, acquaint early-morning listeners with KBON's sponsored line- up. Listener comments, the station re- ports, show the promotion announce- ments to be entertaining as well as ef- fective program reminders. * * * 42 SPONSOR Topical radio-TV on agenda at first SCAAA meet Some 100 California advertising agency and media people met recently at Rancho Santa Fe, Cal., to discuss and exchange views on broadcast ad- vertising problems. The occasion : first annual Southern California Advertis- ing Agencies Association Conference. Among those present at the two-day SCAAA men relax in sun but shop talk goes on meet were these radio panel speakers (seated 1. to r. in picture above) John Bainbridge, program director, KFMB, San Diego; Wilbur Edwards, director, KNX, Los Angeles, and Columbia Pa- cific network; Robert J. McAndrews, panel chairman, and managing direc- tor, Southern California Broadcasters Association; Ray Gage, president, C. B. Juneau Inc., Beverly Hills, and pres- ident, Southern California Advertising mum inMiii ■ TV speakers share rostrum with AM experts Agencies Association. Standing: Sid Gaynor, assistant station manager and sales manager, KFWB, Los Angeles: Thomas Frandsen, sales manager, KMPC, Los Angeles; Leon Wrav. Southern California sales manager. Don Lee Broadcasting System; and 2 JULY 1951 Kevin Sweeney, sales manager, KFI and KFI-TV, Los Angeles. Television panel speakers I in lower photo) are Bob Laws, sales manager, ABC-TV, Pacific Coast division; Ray Gage (also on radio panel) ; Seymour Elate, art director, ETTV, Los Ange- les; Haan Tyler, panel chairman, man- ager, EFI-TV, Los Angeles; Richard Linkrum, director, CBS-TV; Charles Brown, director of TV Sales and Pro- gram Procurement, Bing Crosby En- terprises; McGregor Eadie, sales de- partment. ENBH. Hollywood; Wes Turner, president, Westurner Corp. Agenda topics went heavily into ra- dio's current problems with statistical evidence showing the large listening audience radio commands. Speakers included: Wilbur Edwards I "What's Different About Radio Out Here") ; Kevin Sweeney ("New Findings in Ra- dio Research" I ; Tom Frand?en I "More Retail Business for Agencies"). Bob Laws, on the TV panel spoke on "New Developments in TV Circulation, Im- pact, Advertising and Usefulness"; H. S. Barnes, Bureau of Advertising di- rector, ANPA, on "There's No Univer- sal Panacea for Advertising, Either." • • • Farmers' response on WOW- promoted tour: $72,500 For four years now WOW, Omaha, has promoted a program of farm study tours designed to take farmers in the WOW area and their wives to every part of the nation and to Europe. But the latest tour promotion results excel anything done before. WOW Farm Director Mai Hansen announced the fourth annual tour on his Farm Service Reporter program, weekdays 6:30 to 7:00 a.m., repeating the announcement for six consecutive days. The tour: Detroit, Toronto, Mon- treal, Quebec (by boat), southeast through New England to Boston and New York and home via Washington, D. C. and Chicago. The cost, via spe- cial all-room train, slightly over $500. In six days — and in about a half- hour's radio time — Hansen received 125 reservation requests accompanied by $50 deposit checks, with an addi- tional 206 inquiries. Farmers respond- ed to the radio-selling effort with $72.- 500 worth of cash business and there was a potential additional $103,000 from the other 206 prospects. * * * {Please turn to page 54) TV STATION Is keyed to a Large Daytime Audi- ence — Exclusively yours in 73,000 TV homes! If you have a message for the Homemaker you'll find KOTV tele- vision is a mighty ECONOMICAL way to show her while you tell her through Daytime Spot Participation Shows. • Lookin at Cookin • Class Showcase • Musical jigsaw Three star packed, locally produced shows, that reach the INFLUEN- TIAL WOMAN'S MARKET . . . Programming ... of course ... in- cludes the pick of top entertain- ment from NBC, CBS, ABC, and DuMont. 1 channel 6 first in represented by EDWARD PETRY & CO. 43 BELL TELEPHONE rising :■ I - - two zed. ana _ - _ its - - - na- - ■ . - _ - rding to the de- al Bell com: a . - - an es- nually. do little aip in ~_ - - -■-_-- 2 - like the - _ ; share I -. ; -. t r. 2- It = - - " Jt< isi- - over 18 Michigan radio stations three times weekly. The commercials on the show, according to Michigan's adver- anaser F. G. WallLs. cover a wide variety of subjects, including "partv line co-operation: calls to In- form^ _ n.inute when call- give the called party a chance to answer: the need for hang- _ _ properly when completir _ call: describing the relatively low cost - . the need for the telephone companv have adequate earnings: and other _ : od service, good manage- • ship which point Alio Make Telephone Serri- 3. It uses radio announcements . .nection with ■ _ - - rm damage and stril - and ■ - • " rators 4. It uses 20-= one-min- De- -. WJBK-TY. WWJ-TY. YZ-TV : WKZO-TV, • lY-TV. Grand Rapids: WJIMTV. - . rials sell - - the val- - . ■ -- • • torv. 1000 WATTS CtaflestoB's rot fr rMchinf station Bor N::r.:.-. i:_:; lat lina's first : • :or over 60 difFerent accounts Co " ; - J- -;_:::•■ craz-; area. Thev all listen to "Blues .-.' 5::z:e" 2-5 PM Mon.- e Parade 4 hours on 3 ".— : = r.~~x>ds" 2 PM Sundays) . YOU reaching : BIG. BLUING AUDIENCE? Although no exact figures are avail- able, sponsor estimates that all 18 Bell companies spend a combined total of |2 ' 10.000 on broadcast advertising a year. I The companies have been grad- ually adopting an increased use of broadcast advertising. Bv and large, though, they have been using more of the printed than the air media. Some broadcasters contend much more radio and T\ broadcasting could be em- ployed regionally on a regular basis, considering the air mediums mass cov- erage. " The reason its difficult to compile a picture of the over-all broad- cast effort is that each company has an advertising manager who handles the regional broadcast effort independent- the other companies. The chief exception to this principle ■ quite apart from the pooling of funds for The Telephone Hour* is the joint production of special T\ announce- ments. To eliminate paying excess for the same kind of video announce- ments. Will Whitmore. radio advertis- ing manager for the parent American Telephone & Telegraph Company, was asked by the companies to take charge of producing the films. At a cost of $15,000, Whitmore ar- ranged for the creation of 11 one-min- ute and _ - i T\ announcements dealing with such problems as recruit- ing telephone operators. The copy w as • the N. W. \ ork. and the films put . her by a Hollywood ex-\T alt Dis- ney henchman. Paul Fennel. Preview prints were sent out to the 18 Bell com- panies: those who requested the fin- - I film versions split the tota pense of production. When using the announcements on their regional T\ station-, ea'h company paid wha- the local tir- ight be from its individual advertising budget duction was done by Leslie Roush. Inc.. New Yorl This has • - i '-at- ly that anotl r series E TV anno m intell;. - - -:ance telephone calls has also prodiK ed. Some g them. mmercial advei ^ht take a tip from the - ript- S and animation of these I \ unercials. bristJ - rash, •-;' • little Santa Glaus elf and a group of Me.— .land carollers [he a - -' -dined : the action is humorous and - SPONSOR when you • appoint a new rep • increase your power * change networks tell the about it in SPONSOR exe . ■ PONSOR The use magazine of radio TV sprightly. While the elf leaps from telephone wire to wire, then plunges pathetically into a snow drift, the car- oilers harmonize to the tune of Jingle Bells: We always do our best For you on Christmas Day, But some calls don't get through — Or have a long delay. So if you want to talk With loved ones far away It's wise to place your Christmas calls Ahead of Christmas Day. Then the camera pans back to the snow drift, and out pops the elf chirp- ing: "Remember, rates are lower after 6:00 p.m. every day and all day Sun- day, too." The strictly regional TV announce- ments are cleverly animated, too. For example, the Michigan Bell Telephone Company's video commercial (via N. W. Ayer & Son, Detroit I features a Mr. Classified cartoon character wear- ing a collegiate mortar board and gown. "Last Fall," says Michigan's ad- vertising manager F. G. Wallis, "in a local neighborhood Halloween parade. Only ONE Station DOMINATES This Rich, Crowing 15-COUNTY MARKET WITH GENERAL MERCHANDISE SALES OF $89,084,000* ''Sales Management, 1951 Survey of Buying Power A%e you^fUU'^eftZ^ec £&t AM-FM WINSTON-SALEM NBC Affiliate HEADLET HEED CO one of the Detroit youngsters dressed up like this character, complete to the printed inscription on the front of his costume." Radio announcements used by the associate companies generally fall into two distinct groupings — recorded and live messages. Perhaps typical is the radio operation of the Bell Telephone Company of Pennsylvania. This year, the Pennsylvania company will spend $140,000 to $150,000 for a continuous announcement schedule - - three-per- week on 59 of the larger Pennsylvania stations, two a week on 33 smaller ones, and varying numbers over five sta- tions in Delaware. The company prefers recorded com- mercials whenever possible (written by William S. Harvey, copy chief at the Gray & Rogers Agency, and placed by timebuyer Walter M. Erickson). Each station on the schedule receives a new transcription every three months, on which are cut 20 separate one-min- ute spots. The messages are played re- peatedly— one through 20 — until new transcriptions arrive from the ad agency. "The spots are scattered pretty much around the clock," says timebuyer Erickson. "But there's a heavy concen- tration during the early evening hours, in order to reach all members of the family at one time. In Philadelphia, which has 11 stations, there's scarcely an hour throughout the day and early evening when a Bell message is not heard. Over nine years of the Bell spot radio program, we've captured many valuable key times between important adjacencies." The company's predilection for re- corded announcements is explained this way by agency radio/TV chief Ed- mund H. Rogers: "When a broadcast is live, each announcer interprets the message in his own way. We don't want that. Our material is not contro- versial, and shouldn't be in tone. There's no reason for excitement. We don't want it pounded across. It's just to be spoken conversationally, in a good-natured, man-to-man manner. We record it that way, and that's the way it's heard." The performer who presents the ami- able, man-to-man spiel is Peter Rob- erts, an NBC announcer, who speaks on such regionally germane topics as the advisability of using the telephone directory instead of calling Informa- tion, and the courteous use of the par- ty-line facilities. His dulcet, "This is 46 SPONSOR Peter Roberts speaking for the Bell Telephone Company" - which opens every recorded announcement - - has made such an impression on Penn- sylvanians that many have even writ- ten to him asking him for technical ad- vice on phone service. "1 have the feeling,'" says Rogers, "that some people must think Roberts is Alexander Graham Bell, or even Don Ameche." The company also uses live radio an- nouncements; but these, according to Franklin P. Jones, the agency's briskly competent publicity director, deal only "with a strictly local situation.*' These one-minute announcements or 20-sec- ond station breaks announce that direc- tories are being distributed in a certain city, or that service in another town is being switched over from the manual to dial system. A typical message in the latter cate- gory, broadcast from WNAR, Norris- town, Pa., began: "Your Bell Tele- phone Company wants us to remind you that wide-range dial telephone ser- vice in Norristown begins at seven o'clock tomorrow. From Norristown telephones, you'll dial direct to all oth- er Norristown and Valley Forge tele- phones. . . ." A unique variation on the delivery of radio announcements has been adopted by the New York Telephone Company, which spends between $350.- 000 and' $400,000 on its broadcast ad- vertising effort annually. Its ad agen- cy (Batten, Barton. Durstine & Osborn, New York) fuses both live and record- ed messages in the announcements the company directs to 98 radio stations throughout the state. For example, a one-minute announce- ment will begin with a 15-second tran- scription, prepared by BBDO vice pres- ident Bob Foreman, aided by radio copy writer Anne Thomas. It goes this way: SOUND: Telephone rings once. WOMAN: Hello, this is Meribeth Watzon speaking for the New York Telephone Company. As vou know, the number of telephones here has grown by leaps and bounds during the past few years. Have you ever thought of what this means to you? Well, here's someone to tell you about it. ( This is follotved by live tag by lo- cal announcer with copy to be supplied by the telephone manager.) What this final, bracketed injunction means is that the last 45 seconds of the announcement will be spoken live i 1 I / i / / / K ~r-r //ft//, > > ' I /tff5> -> » ',K^%\Tf}Mhiii, 1 WK nntlllt'""1'" * 'iff'1' ' i*r"""Mii/%^/„ **&**»&. /7sk me mm wm knows Are you on full pressure in the Atlanta Market? In Atlanta when you buy WCST you reach the whole market, just ask the man who knows — Mr. Atlanta — he says buy WCST. Top ABC shows, high local acceptance and alert merchandising mean an effective selling job for you. That's why more local advertisers buy more time on WCST than any other Atlanta station. 2 JULY 1951 47 WILLIAM CHALMERS V. P. & Radio-TV Dir. Grey Advertising Agency, Inc. LIKE MOST "Newsworthy" TV & RADIO EXECUTIVES Mr. Chalmers' LATEST PUBLICITY PORTRAIT IS BY- Photographer to the Business Executive 565 Fifth Ave., New York 17— PL 3-1882 by the announcer of the radio station that has been selected by BBDO's time- buyer Mary Ellis. The live copy is sup- plied by BBDO's account executives Don Velsey and Ed Ney to the man- ager of the local telephone company, who is familiar with the local situation. The agency men leave open certain blanks in their live copy ("Squeedunk, N. Y. has added . . . new telephones this past year" I ; and the manager fills in with his intimate knowledge. Then the company manager forwards the fin- ished copy to the station announcer. "The virtue of this technique," says Edward L. Monser, advertising man- ager for the New York company, "is that each local Bell manager through- out the state becomes, in effect, a lo- cal advertising manager. He's at the grass roots of the local situation, and can offer his specialized knowledge. Besides, it encourages him to take a more zealous interest in the New York company's radio program." Account executive Velsey adds: "It took some time to get the system work- ing. But now, after two and one-half years of radio broadcasting, the tech- nique is coming along fine. We've got- ten amazingly good results with the announcements. Last summer, the com- pany surveyed people at upstate coun- ty fairs, and 143 out of 345 replied 'yes' to the question, "Have you ever heard Meribeth Watzon on the ra- dio?'" When it comes to regional radio pro- graming, one of the outstanding jobs is done by the Ohio Bell Telephone Company. The company (via McCann- Erickson, Inc., Cleveland) spends s:')()(U)00 ;i vcai mi broadcasting, in- cluding its share in The Telephone Hour; five-times-a-week participation programing on WEWS, Cleveland; ra- dio announcements throughout the Buckeye State; and TV announcements in Columbus, Cleveland, Dayton, and Toledo. Its most notable effort, though, is the venerable, three-times-a-week ra- dio show, The Ohio Story, which has been on the air since January. 1947. (See "They like Mr. Bell— in Ohio," sponsor, 1 November 1947.) As of now, the show blankets the state over these 13 stations: Canton, WHBC; Cleveland, WTAM; Columbus, WBNS; Coshocton, WTNS; Dayton, WHIO; Marietta. WMOA: Sandusky, WI.I.C: Springfield, WIZE: Steubenville, WSTV; Toledo, WSPD; Worthington. WRFD; Youngstown. WKBN; and Zanesville, WHIZ. The program's basic idea is simple — to tell the story of the state, its past and present, to all who live in Ohio. As a consequence, the show does for the Ohio utility on a regional scale what The Telephone Hour does for the Bell System on a national scale. It makes subscribers feel that the Ohio utility is part and parcel of daily Ohio living. Because the program deals so warmly and vividly with such histori- cal Ohioans as Annie Oakley, local schools often ask to play the shows back over their loud speaker systems. WBOE, the Board of Education sta- tion of Cleveland, uses selected Ohio Story programs for in-school training; and churches and fraternal orders fre- quently ask for special disks of Ohio sagas that are close to their heart. The show gets heavy promotion from those corporations whose Ohio roots it dramatizes. When it saluted the greeting card industry, hundreds of post cards went out to stationery stores telling of the broadcast. When a program was conceived around Jack Werst, the Dayton pur- chaser of the Vanderbilt diamond, every jeweler around Dayton received a circular from WHIO. In addition, ad manager Anson F. Hardman ar- ranges for big newspaper advertise- ments to tell local areas of shows that are of special interest to them. L. L. Evert, assistant vice president of the Ohio Bell, credits ad manager Hardman, account executive Robert Dailey, commercial writer Don Lind- say and script writer Frank Siedel for the "high quality" of the show. He points out that the program has won scads of awards, ranging from the Na- tional Advertising gold medal of 1948 to the Cleveland Advertising Club plaque of 1949 for advertising achieve- ment. "The Ohio Story has been voted each year in the various newspaper polls as the best program originating in Ohio," Evert told SPONSOR, adding proudly, "These also have voted the commercials the most effective and least objectionable." His comment points up keenly the important lesson that commercial ad- vertisers could learn from the broad- casting efforts of the 18 Bell Telephone Companies: when you want to sell a product, yet gain good will from the public, a soft word is often a better way of capturing the listener than sand- bagging him. • • • 48 SPONSOR MEN, MONEY, MOTIVES [Continued from page 6) Now new sponsor moves in, he's new sponsor of old show. Old show flopped for old sponsor. Old sponsor has de- parted, his tail on fire. New sponsor doesn't know about old sponsor. New sponsor doesn't read trade papers, cor- rection, doesn't read. Package pro- ducer and agency producer are like this: XX. To XX, add 25' < for mis- cellaneous. Both men belong to the same troop, Boy Scouts. Both drank milk, same cow, Borscht Circuit, Catskills, 1935. New sponsor thinks package producer is a theatrical genius. The agency pro- ducer told him so. He isn't a theatrical genius, he's a financial genius. New sponsor doesn't know the difference. Old sponsor, in ointment and band- ages, can't be interviewed. That's the script being re-written on network sta- tionery, add 25% for overhead. The script editor has ants in her brassiere, at the last minute they throw away this week's show and use next week's show instead, adding 25% of next week's overhead to this week's overhead. The package producer is in the cli- ent's booth telling the sponsor about the champagne party he's arranged for after the telecast. He's sparing no expense, since he makes a profit on his expenses. * * * MORNING MEN {Continued from page 23) program just about has everything the early morning listener seeks to give him a good start for the day." Some sections of the country require a local touch in their morning man. A Memphis station suggests "a sincere hillbilly," while a North Carolina sta- tion mentions a "typical Southern ac- cent." Several stations feel their man should be active in local affairs and causes; one prefers a person who will make good impressions during public appearances. A distinctive personality in the "get 'em up with a smile" school usually develops his own twists, props, and gimmicks to give his program a unique flavor. Sam Beard, for example. WPTF. Raleigh, N. C, morning man who follows Joe Reaves at 8:30 a.m. daily, adds variety to his stint by occa- sional remote broadcasts. WPTF's promotion manager. R. W. Young- tried tested proved 23 years of service and smart programming have made and kept WMMN in number 1 position in the rich north-cen- tral West Virginia area. WMMN is the only station programmed and powered to serve both day and night the 18 counties that comprise a healthy portion of the state of West Virginia. a power packed producer of sales WiSW! 5000 watts Represented by KATZ CBS A FORT INDUSTRY STATION Mailing Address, Fairmont, W. Va. 2 JULY 1951 49 steadt, says: "Sam may pick a street corner, a safety island, or a restaurant from which to stage his talks with lo- cal folks in the news. Just a different way of presenting local events — push- ing safety or any special local cam- paign. Sam is a past master at tying commercials into his program so they seem a real part of it." One of the most unusual props used by a morning man is the flock of sing- ing canaries who join in on the Art Brown Shoiv every morning. Brown, morning man on WWDC, Washington, D. C, accompanies the birds on either a Hammond organ, a piano, or a ce- leste. Risking censure, his canary "Baby" flutters around in her bath be- fore the microphone. A veteran of 16 years on morning programs, Art Brown found the WWDC studio swamped by listeners wishing him a "Happy Birthday" last December 24th. More recently he em- ceed a School Safety Patrol Show in Washington's National Guard Armory. The American Automobile Association chose Brown for the job as a result of his daily 8:00 a.m. broadcasts to some 3,500 School Safety Patrolmen in the capital city. He's also been master of ceremonies at Kiwanis, Lions, Board of Trade, and other meetings. Another morning man, Don Bell of KRNT, Des Moines, has an anniversary celebration each year to which he in- vites listeners. Almost 6,000 turned out before 6:00 a.m. for his fourth- year anniversary party held a few months back. They jammed the huge KRNT Theater, watched and partici- "Good advertising is the kind which is so enticing and clear that it will make a woman unhappy with the clothes she has just bought." H. WOODRUFF BISSELL Vice president. Geyer, Newell & Ganger, TV.Y. pated in a fun-packed three-hour party broadcast — downed 6,000 doughnuts and 180 gallons of hot coffee in the process. In a special promotion stunt for Col- gate-Palmolive-Peet's washing powder, FAB, m.c. Lyndon Grove of station CHAB, Moose Jaw, Saskatchewan, hiked down to a laundry for a remote broadcast. While sudsing his wash in the laundry's window, he interviewed ladies engaged in the same chore, per- CLEVEUND'S (/ty STATION • WJW •CLEVElANO'S^^fow^' SIGNAL- wjw -CLEVELAND'S^ ST^. Chief Says: W00S0ME TWOSOME "Double threat to housewive's heart . . . Jockies Hines and Clifton,- With her money she will part, For products they have pitched on." The gals laugh with Hines . . . sigh with Clifton . . . and BUY! Let Cleveland's top personalities sell for YOU. ■1 g m CLEVELAND'S STATION 5000 W. WJW BUILDING REPRESENTED NATIONALLY m BY BASIC ABC CLEVELAND IS, OHIO H-R REPRESENTATIVES, Inc. suaded one to help him finish wash- ing his dirty clothes. During the 15- minute remote broadcast, Grove had no trouble getting in some authentic plugs for FAB. Ed Meath, m.c. of Musical Clock on station WHEC, Rochester, has devised regular features which build loyally and interest. LeMoine C. Wheeler, commercial manager of WHEC, de- scribes them: "Our man devotes five minutes daily during the school year to a special tune for the kids, and some homely admonitions to them to see that their hair is combed, teeth brushed, fingernails clean, etc., and then sends them off to school. Also, he has a daily stunt of saluting a shut-in whose name is sent in by the audience. The shut- ins get a floral gift from a local florist, and are invariably swamped for the next week or two by greeting cards from listeners. We've found stunts like these very, very effective." The Musical Clock, emceed by Ed Brown over WJJJ. Montgomery, Ala., makes a weekly remote broadcast from Leon's Restaurant each Wednesday. Explains station manager John C. Hughes: "Everyone is served coffee and doughnuts and there are favors and prizes for each participant. Each show is built around a special theme — this week it was Dairy Month. Prizes were listed on cards attached to minia- ture cows (five and ten cent store va- riety) ." Station WFBL, Syracuse, N. Y., makes a big production of their Musi- cal Clock Highlights. Besides the m.c, there are one or two soloists and a five- to-eight-piece live orchestra. Robert G. Soule, WFBL vice president, re- ports: "We make a great play for a studio audience, especially Saturday mornings when we always have a full house. The show becomes a real par- ty, with advertisers' products being served as refreshments and otherwise demonstrated." One morning man has been doing remote broadcasts everyday for over a month, but not by choice. He's Ed Slusarczyk of WIBX, Utica, who is al- so its Farm Director. An auto acci- dent on the way to the studio one morning put him in the hospital. His broadcasts continue, however, from home where he's convalescing. The foregoing are just some of the variations introduced by morning men to add bits of their own personality to the routine service nature of musical clock shows. A fairly recent innova- 50 SPONSOR tion, but one which appears to be ex- panding rapidly, is the teaming up of husbands and wives and of pairs of morning men. One outstanding early-morning duo is the husband and wife team of busy Tex and Jinx McCrary. Jinx is the for- mer movie actress and model, Jinx Falkenberg; Tex was a former editori- al writer on the New York Daily Mir- ror. Their daily morning show on WNBC, New York, features interviews with well known celebrities — baseball players, authors, politicians, actresses, etc. It differs from competing pro- grams in its news feature approach, an angle probably accounted for by Tex McCrary 's newspaper background. On at about the same time are Dor- othy (Kilgallen) and Dick (Kollmar), a husband and wife team heard over WOR, New York. WJZ counters with Ed and Pegeen Fitzgerald, another married pair. Representative of the growing trend toward pairs of morning men is the comic combination of Rayburn & Finch, heard over WNEW, New York, for the past four years and due for a CBS network show this Fall. Zany and completely unpredictable, they've built a loyal audience largely through stud- ied irreverence for commercial tran- scriptions. When they're not taking an imaginary, and highly improbable, trip through a sponsor's factory, chances are they're cueing a humorous interpolation into the middle of a very serious transcribed sales pitch. Explaining their reasons for over- riding a fairly general rule against a comic treament on musical clock pro- grams, the two explained: "When you pack commercials so close together in a short period of time, they get dead- ly. We dress them up by kidding them a little, adding something extra that listeners get to look for. One woman we know turns the radio down during the musical parts, turns it up only when the commercials come on. Of course this kind of treatment requires good taste — which we have." Kidding the commercial is only one way of adding the important personal touch to selling which all stations agree is vital for musical clock shows. The Rayburn & Finch approach to tran- scribed commercials is unusual, how- ever, and most of the broadcasters quizzed suggested the personal, ad lib type of pitch done by the morning man himself. The words "sincere" and "informal" WTAR Sells ALL The Norfolk Metropolitan Sales Area for You! WTAR is the profitable way to sell the big, eager and able-to-buy Norfolk Metropolitan Sales Area — Norfolk, Portsmouth, Newport News, Virginia. According to BMB, 95% of the families in this four- county sales area listen to WTAR regularly. Hooper says that most Norfolks listen most of the time to WTAR. Add the fact that WTAR delivers more listeners-per-dollar than any other local station or combination of stations. Easy to see why WTAR reduces sales costs, increases sales and profits. MARKET DATA -Norfolk Metropolitan Sales Area population IR^Jestimates V-"i^ 1/1/51 RETAIL SALES- 1950 W/^ ESTIMATES EFFECTIVE BUYING INCOME flZH ,950 *-*"^ ESTIMATES Total (in Thou- sands) Families (in Thou- sands) Dollars (in Thou- sands) % of U.S.A. Net Dollars (in Thousands) Per Capita Per Family Norfolk -Portsmouth Metropolitan Area . Newport News Metropolitan Area . 419.4 144. 5 107.2 38.9 $375,623 113,954 .2677 .0812 $509,403 182,051 $1,215 1,260 $4,752 4,680 TOTAL Norfolk Metropolitan 563.9 146.1 489,577 .3489 691,454 1,226 4,7 3 3 NBC Affiliate 5,000 Watts Day and Night Inter-connected NBC, CBS, ABC, & DuMont Television Networks Nationally Represented by EDWARD PETRY & CO., INC. 2 JULY 1951 51 ,7.'i' teJ ^ Same old story in Rochester . . V$ A? WHEC WAY OUT AHEAD! Consistent Hooper Leader since 1 943. Leads morning, afternoon and night! .... WHEC ROCHESTER, N.YJ 5,000 WATTS \ Representative* ... EVERETT-McKINNEY, Inc., New York, Chicago LEE F. O'CONNELL CO., Los Angeles, San Francisco SEPARATE BUT EQUAL WERD Proves A Moot Southern Point in Atlanta . . . "Separate but equal", — that famous phrase heard but seldom seen, came true, Hooper-wise for WERD in May, 8:00 AM to 12 noon- Monday through Friday. WERD's Hooper Audience share equals tiie best station in Atlanta today. Here are the Hoopered WERD Station A Station B Station C Other AM anil FM WERD is the most economical radio buy in l 860 on every Atlanta dial covers the area sin i ... i , ... ...-.,, - — 23.2 — 23.2 — 19.7 — 10.6 — 23.2 came up most frequently in connection with commercial delivery. As Morris A. Kenig of WRNL, Richmond, puts it: '"The method varies with the prod- uct, but as a rule the informal, or off- the-cuff approach works very well. Try to avoid high-pressure overselling." Where the morning man has built a loyal following, his personal endorse- ment is a powerful assist. The bait that draws the majority of listeners to their radio between "get up" and "go to work" time is the suc- cession of informative tidbits provided. Time — will we have Wheaties this morning, or can we spare time to cook up some Wheatena? Weather — rub- bers and umbrella today, or a liglit summer suit? And news — what's hap- pened during the night and early this morning that I ought to know about? Here's how the average station handles these three "magnets." Time is broadcast from "as fre- quently as possible" (KSFO, San Fran- cisco's policy) to once every 15 min- utes. The 15-minute interval between time announcements is uncommon, however; most morning shows call out the time about once every three to five minutes. Weather reports vary considerably in frequency. Some stations make it a point to give at least a brief report every 15 minutes, others include it with an hourly news summary. Smart scheduling of weather forecasts is shown by station WCHS, Charleston, whose promotion director, Harry M. Brawley, says: "Weather reports should be given frequently, especially at the usual arising times, such as a few min- utes after 6:30, 7:00, etc. People have a habit of setting alarm clocks for even periods such as 6:30, so time should be allowed for them to turn their ra- dios on — which they will do if they know they will get a weather report and news right away." News summaries are frequently a regular feature, put out by stations hourly or half-hourly throughout the broadcast day, regardless of program. The morning man mav also give brief "headlines" as well, but the newsroom usually carries the burden of five or 15-minute newscasts. WPAT, Pater- son, which points out that it has the heaviest news service in the metropoli- tan New York area, carries local news every hour on the hour, world-wide news every hour on the half-hour — a total of 38 newscasts each day. Music, the mortar that holds these service features together, depends on the sensibilities of freshly-awakened listeners and local preference. Marion Annenberg, promotion manager of WDSU, New Orleans, echoes the opin- ion of most stations: "We've found that listeners prefer popular and light tunes. Music that does not jar them but also is full of enough life to keep 'em mov- ing and get them off to work in a good mood." Ralph O'Connor, general man- ager of WISC, Madison, calls it "whis- tle music" — tunes the listener can whis- tle or hum to himself. Some of the regional variations re- ported : • WSBT. South Bend—". . . pri- marily straight pops, plus occasional novelty, occasional western, and cur- rent favorites from Dixieland jazz." • WDIA, Memphis — ". . . standard race and popular records, sprinkled with a few cheery novelty numbers."' • CFQC, Saskatoon, Saskatchewan -"Bright, but not jazzy. Marches, polkas, westerns and hillbillys. Also, cheerful pop tunes." • ••••••• "Politics is just like selling soap, no difference at all. You have to have a good ad. Get your name hefore the peo- ple, so they'll remember it when they go to the polls." EDWARD J. KELLY Ex-Mayor. Chicago • ••••*** • WSJS, Winston Salem— "Most satisfactory music is the string band, gospel groups, and certain types of popular. ' • WBT, Charlotte - "Instrumental selections which have a little bounce can be used with effect between vocal selections. It's not a good idea to make dreamy ballads standard fare." Several stations point out the value of music library selections for musical clock programs. Donald W. Richard- son, production supervisor for WJEF, Grand Rapids, says: "Bright music: novelties, up-tempo ballads, but no jive, jam. etc. Transcription libraries offer much that is good in the way of morning 'wake-up' music." National sales manager of KMPC, Los Angeles, Charles H. Cowling am- plifies this by explaining: "The music best for this show, here at least, is the middle-of-the-road, popular type mu- sic. Our Ross Mulholland uses Lang- worth and Standard Libraries to great success. One reason is that they have shorter tunes in the libraries, which al- lows us to get in more commercials than we could with standard records." 52 SPONSOR 2. 3. 4. A cursory glance at the average mu- sical clock program might lead the un- wary to assume there's nothing to them. Just some time signals, weather reports, news summaries, records, and some chatter linking them all together. sponsor's survey indicates it's not as simple as that. Here are some of the most common pitfalls a musical clock program is apt to stumble into. Bob Covington, promotion manager of WBT, Charlotte, gives a comprehen- sive list of them: 1. Poor taste. Forced humor. Over-lengthy chatter at the cost of musical content. "Rutty" presentation — same ap- proaches, same phraseology, same gimmicks, day after day. 5. Not continually conscious of lo- cal social and charity events that should be publicized and pro- moted. Other pitfalls mentioned were: ". . . over-commercialization," cited by WMT, Cedar Rapids; "repetition of music" by WGAR. Cleveland: "slop- py production" by WDIA, Memphis. A morning man quickly learns to sidestep these pitfalls or he doesn't last. And the record of survival has been excellent to date — some morning men have become veterans of 15, even 25 years on the same stations. Their sales records, made during early-morning "fringe" time periods, at low cost to advertisers, emphasize the fact that ra- dio is still the number-one low-cost medium. More than one product has pushed its way up from a small begin- ning to a hearty maturity on the coat- tails of a genial morning man. * * * TV COMMERCIALS {Continued from page 38) voice merely describing what you are seeing, which is a bit unnecessary. If they get too far out of synchroniza- tion, the sound and sight are at odds which only serves to confuse the view- er. And most disconcerting: all the while you are viewing a voice-over commercial, you secretly wonder who the devil is doing the talking, where he is, and why you can't see him. Con- trast an unseen announcer describing a refrigerator while some dame wreathed in a vapid smile points out the various features — with attractive Betty Furness, all by her lonesome, 2 JULY 1951 at 50/000 watts gives advertisers the GREATEST COVERAGE at the LOWEST RATE of any Major Station in the DETROIT AREA This powerful radio voice is hitting a 1*7,000,000 population area in 5 important states and is open to advertisers at the lowest rate of any major station in this region. A tremendous buy for action and sales that is establishing new records daily. Get the facts now. 50,000 WATTS at 800 KC. Guardian Bldg. • Detroit, Mich. Adam J. Young, Jr., Inc. jl. /. E. Campeau National Rep. President MUTUAL 53 You Can Cover Central New York with ONE "Radio Station = . . . and Summer Sales are always good in this popular resort area • Woiictorful Availabilities! Write, Wire, Phone or Ask Headley-Reed w<:vpacuse WWO^fif/ 570 kc NBC AFFILIATE • WSYR-AM-FM-TV The Only Complete Broadcast Institution in Central New York talking and demonstrating a Westing- house. There you have the big differ- ence. There are times, though, when voice- over can be used to advantage. For example, when you want a "March of Time" narrative effect in your copy. Or an explanation of what the scene is or how the dish is being made. But it never is a satisfactory substitute for direct selling. If you must cut the cost of sound-shooting an entire film to meet your budget and also reduce the burden imposed upon your announcer, merely use him on camera for a lead- in and lead-out, permitting him to car- ry the middle portion of the copy voice-over. This, at least, will enable your viewers to meet your spokesman and to continue visualizing him while his voice alone is carrying the body of your message. P.S. Anyone — film producer, agen- cy, or otherwise — who would like cur- rent TV copy reviewed by the under- ground, see that I get a 16mm print and we'll try to get around to it with dispatch. * • • ROUNDUP {Continued from page 43) Briefly . . . WTAG, Worcester, Mass., is winning friends with their new "hospitality" venture. WTAG has mailed out hand- some courtesy cards to people in the radio advertising field entitling recipi- ents to three meals and overnight lodg- ing for themselves and a guest at any of the four top-flight hostelries in the WTAG coverage area. In Miami. WTVJ provides for a special half rate for their friends at Miami Beach's Con- tinental Hotel. *- * * New officers elected at a recent meet- ing of the Pennsylvania Association of Broadcasters are Sam Booth (WCHA, Chambersburg, general manager), who became president; Roger Clipp (WFIL, WFIL-TV, Philadelphia, general man- ager I. vice president; and David Ben- nett (WKBO, Ilarrisburg, general man- ager), secretary. * * * The listening and viewing publics increased interest in government ac- tivities, spurred by the Kefauver pro- ceedings, has resulted in a new pro- graming trend, the increased airing of Legislative proceedings. Latest is the tape recorded sessions of the Colorado Legislative sessions win audiences-advertisers Springs City Council on KVOR, Colo- rado Springs. Local sponsor is a roof- ing, plumbing and construction con- tractor who limits his commercials to a short opening and closing consisting of institutional copy. * * * WNAX, Yankton, S. D., keeps their addressees conscious of the WNAX sales market. Appearing on the WNAX letterhead are sales points like this one: Today— 1, May. 1951 Retail Sales in the WNAX Market were $11,276,088. * * * Lou R. Maxon, president of Maxon, Inc., was awarded a silver plaque by Edward Cardinal Mooney, leading Catholic prelate. The occasion: Max- Prelate honors agency head for charity efforts on's leadership in a drive to equip the new Bon Secours Hospital in Grosse Pointe. Mich. Maxon's committee raised .$170,000, exceeding the drive's goal by $50,000. ■::• •::• * The Souths newest television and radio sales and service organization, STARS. Inc.. has been formed with offices in Atlanta, Jacksonville, and Nashville. The announcement, made by E. D. Rivers. Jr.. president of WEAS, Atlanta, says the station repre- sentative firm began formal operation on 1 July and represents an initial group of over 15 stations. Heading up STARS, Inc. i~ Winston S. Dustin, formerly sales v.p.. WNOE, New Or- leans, and KNOE, Monroe, La. 54 SPONSOR HOWSCHWERIN DOES IT I Continued from page 29 i NBC, Campbell Soup. Colgate-Palm- olive-Peet, General Mills. Miles Labor- atories, Quaker Oats, and the Toni Company. In its five years of opera- tion, the Schwerin company has serv- iced over 40 clients, used more than 500,000 people in its test panels. Just how does Schwerin do it? Take the test panel pictured on these pages as an example of the Schwerin technique in action. By 7:15 p.m. on the evening pictured an orderly line of picked respondents snaked back a half- block from the Avon Theatre in New York, admission tickets clutched in their hands. To get the tickets, they had answered a preliminary question- naire enclosed with their invitation to attend. The tickets for this particular evening's test were sent only to those whose questionnaires indicated they would help make up part of the kind of audience Schwerin wanted to test. That is, they were hand picked for the purpose — to test the TV show Live Like a Millionaire. A few minutes after 7:15 p.m., ush- ers fastened back the lobby doors and several hundred people filed through; each of them was handed a pad of test forms and pencil. By 7:30 — starting time — practically all of the 435 seats were filled. As the audience settled back in their seats expectantly, the m.c, a former actor, stepped up on the platform. He told them why they were there, what they would do, and how to do it. His orientation talk, livened by a few quips and some cartoon-style colored slides, relieved the tension, got things under- way. The m.c. first asked them to fill in a general questionnaire covering age, sex, education, children in the home, job. an indication of income bracket, amount of time spent with radio and TV, whether a TV set was owned. This information would later be matched up with the program's response "pro- file" (graph) to discover the reasons for radical dips and rises in the "lik- ing" curve. A second questionnaire covered pro- gram and product information. How often did the respondent listen to these programs? What brands of soap, sham- poo, tooth paste, etc., does he buy? What does he (or she) think about X Company, Y Company — as many as five companies altogether. (This ques- 6 NOW IN TH YEAR IN MINNEAPOLIS, consist- ently outraging important network shows on all stations 5 TH YEAR IN NEW ORLEANS, con- sistently delivering a large and loyal audience, prov- ing radio's greatest point- per-dollar buy He'll get results for you, too! Results that will pay off in renewal after renewal for you . . . high ratings and increased sales for your sponsors. For details, write, wire or phone af once to 4 TH YEAR IN RALEIGH, consistently selling for Carolina Power and Light Company. "torn*/ Jacksonville, Fla.'s BIG Hillbilly audience ^aw'ie aUwiny at WOBS The Station They All Listen To ask John limit & Co. about the II ura & Martin STATIONS IN RICHMOND HOD™ WTVR-tv First Stations in Virginia tion sheet is filled out before the audi- ence knows what program or sponsor they will rate.) Enough programs, products, and companies are listed to "mask" the ones analysts are reallv interested in. These answers, too. will be clues to why panel members react as they do to both program and com- mercial. Now the test proper I in this case a TV show). "As you watch this film recording of Live Like a Millionaire," explained the m.c, "numbers will flash on this small screen to the right at intervals throiighoul the show . \\ hen \ ou se - that number, look at your 'reaction sheet' for the corresponding number and put a check in one of the three boxes to the right of it. Check 'good' if you liked the part of the show im- mediately before the number flashed, 'fair' if you thought it was only fair, and 'poor' if you didn't care for that part." Down went the lights, leaving just enough illumination for people to see their reaction sheets. On the screen flashed a kinescope recording of a re- cent edition of Live Like a Millionaire, General Mills' half-hour child-adult talent show. For the next 30 minutes the program was recreated, with some 30 to 40 numbers thrown on the small- er screen at short intervals to get a continuous profile of reactions. Radio tests are similarly run, with off-the-air transcriptions used in place of kine- scope recordings. Numbers are flashed on the small screen, as in the TV ses- sions. With the biggest single piece of raw data recorded, showing of the kine- scope was followed by an open dis- cussion session. "What did you like or not like about this program?" was the challenging question. And the answers came tumbling in, taxing the m.c.'s ability to handle them all. "They shouldn't have put that vio- linist in with the ventriloquists and those others, that's not fair," declared a serious-looking young woman. "I didn't like that commercial where the little ai ids conscience spoke to her it wasn't very convincing." was the comment of a middle-aged man. At least 20 people were heard from. with occasional spontaneous applause from the group when someone got off a complaint or a compliment which most agreed with. The audience comments, copied down b\ an assistant m.c, are then read back to the panel in the form of questions. Everyone then gets a chance to "vote" on them — "Yes," "No Opinion,*' or "No." Often some extra questions are slipped in, ostensi- bly from previous panels, but actually things that the program's producer or agency, etc., would like to know. What comes out of the discussion period, like the answers on the ques- tionnaires, is not important in itself; but it serves as a valuable tool in ex- plaining the reactions which crop up during the test proper. A "free response" technique is fre- quently applied for measuring com- mercial effectiveness. Developed in co- operation with Dr. Harry Wolfe of Colgate-Palmolive-Peet; Cliff Parsells, director of research at Ted Bates; and market research director Gordon Hughes of General Mills; it works like this. Immediatelv following a show everyone is asked to write down all the\ can remember about product names and sales points from the per- formance just seen. In addition the believability of com- mercials is measured. A free response test is run before the discussion peri- od, a belief test afterward. It's not un- common for a large proportion of the panel to remember product names, even some sales arguments — yet refuse to believe the claims. One of Schwer- in's warnings to advertisers: Remem- brance is fine, but make sure it's the right kind. Panel members are thanked and as thev leave drop off their test sheets, pick up some small gift. Afternoon housewives may get a small house- hold article, evening audiences an in- expensive fountain pen and a sample of some sponsors product. Next dav the real work begins. Stat- isticians, content and factor analysts begin organizing the information col- lected. A profile chart is one of the first steps; it shows the fluctuation in audience interest throughout the pro- gram. In order to make one up each persons reaction sheet answers are transferred by machine to an IBM punch card. A sorting machine then totals up the various reactions during IDAHO'S MOST POWERFUL 10,000 WATTS k g e m BOISE, 185,000 CUSTOMERS 56 SPONSOR each part of the program, quickly gives a combined answer for the panel. "Free response," belief and other data collected from the audience is proc- essed in a similar way. Analysts listen to the tape recording of the session's discussion period, delve into questionnaires to find the "whys" of each heavy down-trend or upward curve. Copies of the finished report are then delivered or mailed to the cli- ent. It represents the combined effort of over 35 people in the Schwerin or- ganization, Which includes a public opinion expert and an anthropologist in addition to the statisticians and an- alysts. No client is ever "told" what to do with his program or commercial. He gets the unvarnished facts. The rest is up to him. * * * MR. SPONSOR ASKS (Continued from page 41) yet. If he hollers loud enough, the seconds in his corner will provide the necessary reliefs to keep him in there swinging. As one of the handlers in radio's corner I've got to keep him in good physical condition, armed to the teeth with adventuresome programing am- munition. He's still young enough to enjoy new programing toys and play- mates, but not outmoded luxuries. We're not confining our search to Broadway or Sunset Boulevard. Ar- thur Godfrey was found in Washing- ton. So was Kate Smith. Patti Page, a current singing find, came up from Oklahoma. Radio stations all along the network are the spawning grounds for the kind of people who can help give us new ear entertainment at mini- mum costs. For instance, we've signed a couple RESULTS PROVE 500,000 MEXICANS IN GREATER LOS ANGELES LISTEN TO 6 HOURS OF SPANISH PROGRAMMING DAILY ON KWKW AND KWKW-FM ASK FOR JOE of delightful zanies named Gene Rav- burn and Dee Finch who do a refresh- ing disk jockey series on alert WNEW, New York. We'll give them a network chance. We plan to let the whole coun- trj in on a current West Coast vogue, Spade Cooley's Western Swing. We plan to take advantage of the miracles of tape recordings so adroitly used last season on our prize-winner, Hear It Now. We have several new ideas for its use, primed for the fall skein. A droll, new humorist, Roger Price, has an off-beat panel show and CBS is go- ing to give him both his heads. We are refurbishing several potential hits with new m.c.'s like Steve Allen step- ping into the Songs For Sale star slot. What we don't intend to do is give our fall network radio schedule pallid impersonations of TV shows or useless adrenalin for the kind of over-priced, over-stuffed shows that are of 1940 radio vintage. Of course, with some of our new people and new ideas we; are going to fall fiat on our faces. We are willing to gamble as long as these new ideas help stimulate the greatest of advertis- ing media. Creative thinking realis- tically blended with 1951 price tags. That's how we intend to plan and exe- cute 1951 "s fall radio program sched- ule. Want to help? The door is open. Lester Gottlieb Director of Radio Programs CBS New York Radio program- ing this fall will differ from pre- vious years, in my opinion, prin- cipally in two ways. First, there will be available to the sponsor at lower cost than has ever pre- vailed in the in- dustry better programs in terms of tal- ent— of performers, writers, producers, directors. The sponsor will be able to make the most reasonable talent bins ever known. Second, this talent will be creating and producing better programs than ever, particularly in the dramatic field where programs will be designed espe- cially to utilize the quality of the medi- um for permitting the human imagina- tion to exercise full sway. In terms of drama and of better character estab- m Mr. Reeg value . . . PLUS BRUSH CREEK FOLLIES" w Wl ith HIRAM HIGSBY on KMBC KFRM PLUS ON£-"Brush Creek Follies" is in its fourteenth successful season! PLUS TWO— Playing again to a live audience from the stage of the huge new KMBC studio playhouse! PLUS THREE— A great new arrange- ment on commercials for advertisers! PLUS FOUR — An outstanding new promotion and merchandising plan! PLUS A DOZEN-Write, wire or phone KMBC-KFRM or your nearest Free and Peters colonel! KMBC of Kansas City K FRM for Rural Kansas • • • 6th oldest CBS Affiliate • • • Mr. H. James T hacker George D. Close, Inc. Los Angeles, Cat. Dear H. ].: Th' hometown uv WCHS, Charles- ton, West Virginny, is shore a radio lissenin town! F'rinstam e, on Won/lav nights 35.2% uv th' homes has their radios turned on! An' y'know what. H. J.? 55.6% uv them is turned ter WCHS an the\'s fire radio stations in town '. Yessir, WCHS o n 1/ o n d ay nights has m o r e ' n four limes th' lissen- ers as th' next rankin station. \<>w th'-t's th' sorta thin' folks like you orta tkeep in mind. V II. J. In Charles- ton, West Vir- ginny. when folks thinks uv radio, they thinks uv WCHS! Yrs. Algy WCHS Charleston, W. Va. 2 JULY 1951 57 lishment and portrayal, radio program- ing this fall should reach a new high. Leonard Reeg Vice President jor Radio Programs ABC New York 510 MADISON {Continued from page 11) 'Front Page." All our sponsors have to do is "tell it to KIBL Latin Ameri- can announcers and let KIBL tell it to them."' The listening audience will re- spond to an incredible extent ... if I say "Go to C. R. Anthony and ask for Blackie Gutierrez, their Spanish clerk ... let him wait on ^ on" . . . sure enough they'll do just that . . . and they will buy from him whatever might be the articles advertised . . . Sincerely, your amigo, Al. Velazquez Spanish Program -Director -Producer KIBL Beeville, Tex. S MM"*' SELL. GAS * OIL'. LANG-WORTH FEATURE PROGRAMS. Int. 113 W. 57th ST., NEW YORK 19. N. Y. Kttuvrk ('atitrc Prwams al Ctxal Statum Cost Congratulations on your article "How to win with Juan.'" Our interest goes much further than the fact that the article brought to light many im- portant facts concerning an almost for- gotten segment of our bustling popula- tion— a very large segment. Until recently, we have had a hard time convincing advertisers that these people existed, that they spend lots of money, and that they buy, in many cases, the same merchandise that every- one else buys. We have been serving the Fort Worth-Dallas area with a very fine Spanish language program since 1947. The air time we devote to this pro- gram has increased from 30 minutes a day in the beginning to three and one- half hours per day at present, and on many days even more time is needed to serve the many advertisers who have found the program profitable. This is the only Spanish language program in this area (there are no Spanish language newspapers) serving an area of 150 miles in all directions from Fort Worth with 1.000 watts non- directional. This includes Dallas. Fort Worth. Waco, Wichita Falls. Abilene and Tyler, to name some of the larger centers . . . some 34 North Texas coun- ties with a population of over two million. As a conservative figure we estimate that 125.000 of this popula- tion is Spanish-speaking, and it's grow- ing bv leaps and bounds. Lewis Love General Manager KWBC Fort Worth SPONSOR: IDEA SPARKER This is written as a tribute to spon- sor and its real effectiveness as a "use" magazine. Recently, and on very short notice, I was asked to give a talk to the Ad- vertising & Merchandising class of the Evening School of the University of Tennessee in Memphis. I agreed, and then came the awful business of "what will I talk about and when will T get time to get something together?" You probably know what I did. You're right! I started routing through current and old copies of SPONSOR for a topic. Of course, I found it — in the 12 March issue there was the swell article "How not to buy time." It provided a wonderful, meaty sub- ject, one that I could talk on easily I having been on the receiving end of too many bad buys I and one that pro- voked a lot of good questions. Here are my sincere thanks to you and sponsor for providing my dull brain with the right idea. Harold F. Walker Commercial Manager WDIA Memphis SPONSOR INDEX SHEETS A short while ago, you furnished subscribers with an index sheet show- ing a classification of SPONSOR articles by subject matter. Somewhere or other I have mislaid mine and would appreciate your send- ing me another one. C. Ross Littig, Jr. Radio Department J. Walter Thompson Chicago • Indev sheets to most SPONSOR articles are available to subscribers on request. FORUM HYPOS CALLS I thought you may be interested in knowing that your invitation to join the "Mr. Sponsor Asks" forum in the 26 March issue was responsible for keeping our switchboard rather busy for a couple of days. Manv friends of mine, whom I haven't had a chance to see in the past few months, called and we had some pleasant hours of conversation. Bob Brenner Radio-TV Director Lenin. Williams & Saylor, Inc. Nerv York IN DANVILLE, VA. BUY THE OLD ESTABLISHED ESTABLISHED 1930 HIGHLY RATED 52 e AVERAGE WINTER 1951 ABC STATION WBTM HOLLINGBERRY 58 SPONSOR MBS-NEWSPAPER STATIONS Far be it from me to register a com- plaint, but just to set the records straight — in your Report to Sponsors, 9 April, your story on ABC's million buck promotion in an effort to attract NBC's soapers includes the line that ABC has more newspaper-owned sta- tions than any other. For the informa- tion of your many readers, let it be known that Mutual has more than 150 newspaper-owned stations. I am sure ABC has less than 100. Incidentally, may I say that SPONSOR gets better-looking with each issue. Frank Zuzulo Assistant Director of Press MBS New York SPONSORS DOWN ON RADIO? (Continued from page 27 I got were from salesmen calling on the agency who wanted some existing Miles advertising. As a matter of fact, no top executive went to Elkhart to call on the client. The client called on them. Q. Just how do you define creative selling? Kobak: Ideas are the heart of it. A creative salesman understands the cli- ent's problems. Then he examines his medium and develops an idea which can fill a specific need of the advertis- er. It's the exact opposite of 'me-too' selling. Or of trying to cut the com- petitor's throat through a deal. Q. Why is radio weak in selling? Kobak: On the whole, they got soft and fat. They had a gold brick tossed in their laps. For years all some sta- tions had to do was ride the networks and count their money. Now. when KLIX In one of the west's RICHEST MARKETS Idaho's Fabulous Magic Valley Ask Hollingbery ABC at Twin Falls, Idaho Frank C. Mclntyre V. P. and Gen. Mgr. they have to scratch gravel to beat hell, they haven't got the muscle. That goes for both stations and networks. Ac- tually, most of the executive level of stations is out of contact with adver- tisers. Management can't guide sales- men properly because it doesn't have a feel for the advertiser's problems. Q. What do advertisers themselves think of radio and its problems? Kobak: In my opinion advertisers still have faith in the medium. They still feel it is the best low-cost mass sales medium there is. They want to see it continue, but I think they're disturbed when they see that it does not operate on a business-like basis. Q. What business mistakes do you think radio is making — aside from its sales weaknesses? Kobak: For one thing, radio has not marshalled the facts to prove that it cannot operate if its rates are not kept up on a proper level. The magazines, for example, are going to management with charts and statistics on their ris- ing costs. They have shown that they need more revenue. Radio has higher costs, too. Actors get more, the musicians get more, all salaries are up; in fact, there is hardly a facet of radio operation which does not cost more than it did only a few years ago, though line costs are about the same. But the radio industry has failed to bring its case forcibly before advertisers. After all, as business men, they can appreciate the economics of this thing. Q. Do you mean that advertisers aire ready to listen sympathetically to ra- dio's problems? Arent they out to buy as cheaply as possible? Kobak: Of course, everyone wants to buy as efficiently as possible. But much of this pressure to pare radio prices is on the purchasing-agent level. Nat- urally, the man who's charged with the immediate business of buying wants to get the best price. But up on management levels I believe there is more concern with the bigger aspects of the problem. After all, top manage- ment men want the medium to continue in its value to them. They don't want to see so much pressure put on it that it's forced out of business. Q. What signs are there that radio is waking up to its problems? Kobak: This situation is somewhat . . . the chances are you'll find the radio listener tuned to KROD, the CBS affiliate in the rich El Paso Southwest . . . REASON . . . such top-flight programs as Jack Benny, Arthur Godfrey, Lux Radio Theater, Amos cV Andy, Bing Crosby, Edgar Bergen and other stellar CBS pro- duction ... get on the KROD band wagon and go to town! • CBS Affiliate 600 on Your Dial 5000 WATTS Southwest Network RODERICK BROADCASTING CORP. Dorrance D. Roderick Val Lawrence Pres. Vtce-Pres. & Gen. Mgr, REPRESENTED NATIONALLY BY THE O. L. TAYLOR COMPANY BMI SIMPLE ARITHMETIC IN MUSIC LICENSING BMI LICENSEES Networks AM _ 2.230 TV 101 Shorr-Wave J Canada 150 TOTAL BMI LICENSEES.. 2870* You are assured of complete coverage when you program BMI-licensed music *As of June 25, 1951 BROADCAST MUSIC, INC. 580 FIFTH AVE., NEW YORK 19 NEW YORK • CHICAGO • HOLLYWOOD 2 JULY 1951 59 GREENVILLE and SPARTANBURG SOUTH CAROLINA Twin textile cities of the South Carolina Piedmont, the contiguous counties have 313 industrial plants with total payrolls of 5110,000,000 annually. Farms add another s^29,000,000. The 315,048 people of Greenville and Spartanburg counties receive regular television service ONLY from WBTV, Charlotte. CABLE TELEVISION FOR 3 CAROLINIANS JEFFERSON STANDARD BROADCASTING COMPANY REPRESENTED NATIONALLY BY RADIO SALES like the depression in the Thirties. It takes a while before the people with real ability wake up to the facts. Then they act with twice the strength they usually have because it's an emergen- cy. Now I'd say within six months to a year you'll see radio working with real morale. Those radio ads CBS has been running, for example, will have a lot of effect on salesmen in building their confidence. All the net- works and many stations are going through a readjustment process. It's a good sign. And BAB will be a big help. Q. Is the series of meetings between the ANA and the Affiliates Committee part of the hopeful trend for radio? Kobak: Paul Morency. of WTIC. Hartford, chairman of the Affiliates Committee. Clair McCullough (com- mittee member and WGAL, Lancaster. Pa., president I . and myself attended an initial session with the ANA (spon- sor, 18 June ) . Both sides were grati- fied at the spirit shown by all who at- tended. It isn't appropriate for me to comment further on the meetings since Fritz Morency is spokesman. But I believe that out of the meetings we may get cooperative efforts by both broadcasters and advertisers. We'll find ways of working together to do the job both sides are supposed to do — sell goods. Q. That ties in with something you said earlier. What specifically can ra- dio men, do to learn how their medium sells for the advertiser? Kobak: Well. I've mentioned the use ol Nielsen food and drug index figures by advertisers to give them finger-tip control of their advertising effort. I believe broadcasters can take advan- tage of the same type of information. Nielsen, for example, has offered the networks general datr: on various cate- gories ol goods. These figures would gi\e them trends and help them under- stand what the advertiser need-. Q. (idling hack to what the industry can do to improve its position, do you have un\ specific suggestions/ Kobak: As I've tried to indicate, sell- ing is the ke\ . Salesmen must be trained not onl\ to understand the ad- vertiser's business and be able to show him what radio can do for him: the) must also be trained to understand the power of advertising. Manx radio sales- men just don't believe in advertising as much as their customers do. They haven't seen the evidence as first-hand the way advertising managers have. I remember back in Georgia when I was a voung electrical engineer that I used to spend some time in the office of the Atlanta Georgian. I'd see Ne- groes waiting in line to put a classified ad in that paper. They didn't have enough education to be able to write the ad themselves, but they'd spend their last dollar on an ad to get a job. They had faith in advertising. But would a radio salesman buy an ad if he were out of a job? And salesmen must believe in what they're selling to hold a job. Q. Do you believe, radio needs more basic research to help sell advertisers? Kobak: I believe more basic research would be helpful, but I don't think it's the heart of the problem. Radio needs to understand how advertisers sell more than it needs new figures about radio. That's the basic research they ought to do. Once they do that, they'll be able to go to advertisers with ideas instead of continually trying to outdo one another in deals and concessions. Q. Can you cite an example of how attention to a client's selling problems helps a medium? Kobak: 1 remember back some years ago at McGraw-Hill that we felt we didn't understand how industrial oil was bought. So we spent over $100,- 000 on a comprehensive survey. The net result has been millions of dollars worth of industrial oil advertising in McGraw-Hill papers. We learned more about the distribution of industrial oils than ad managers in the field knew up till then. It turned us into creative salesmen in that field. Q. Hon would you sum up all that we've discussed about radios present problems anil its future? Kobak: First, advertisers aren't fight- ing radio. The) want it to continue strong. Second, I think radio's awak- ening is coining during the course of this year. The big problem is creative selling and eliminating deals. * * * E Write, Produce, Ship TV film spots, complete. TELEFILM, Inc. HOLLYWOOD (28) CALIFORNIA 60 SPONSOR TV DICTIONARY {Continued from page 35) FLARE Bright reflection flashing as a light from a mirror, usually from shiny appliances. Picked up by camera, flare usually creates an unwanted blacked- out splotch in the picture. Can be eliminated either by powdering or wax- ing appliance, and sometimes by changing the angle of shooting. FLASH An extremely short TC scene. FLASH BACK Or cutback or extract from earlier action. To return to a previously shown action. FLAT 1 1 ) Lack of contrast in a TV picture or telecast film. <2) A board or other surface used in set construc- tion; also referred to as a two-fold or three-fold flat depending on the num- ber of folding wings on it. FLAT LIGHTING Lighting a scene or set with over-all brightness which does not provide any highlights or contrast or modeling of the stage or actors. Usually poor technique. FLAT-PAINTED Lettering or artwork that is not cutout or in relief. FLICK Page -turning method of change-over from one Balop to an- other. FLICKER Fluctuations in the over-all brightness of pictures. Not encountered in normal television operations. FLIES Space above the studio or stage extending from the top of the setting to the roof, housing the grid, flying ap- paratus, stationary drop mikes, lights. FLIP Command to turn to next card on easel shots. FLOOD or SCOOP Any light used to il- luminate wide areas, usually a Kleig light of 5 KW. FLOOD LIGHTING Focusing full bril- liance of ceiling and spotlights on scene. A lighting similar to flat light- ing where flatness of the light is not supposed to spoil detail. FLOOR MANAGER or STAGE MANAGER Director's link with talent during show. Official on the floor of the tele- vision studio who, under the eye of the director, supervises production while a program is on the air and relays di- rections to various personnel. FLOOR PLAN Scaled print or plan of studio or stage upon which are marked the location of walls, settings, door- ways, sound effects, working areas, etc. This floor plan is a prerequisite to all developments and is used by the pro- ducer-director to plot action, camera shots, and business prior to rehearsals in the actual setting. FLUFF or BEARD Any mistake, action, word, or phrase accidentally included or in any way distorted, resulting in an imperfect sound or picture. 2 JULY 1951 FLUORESCENT BANKS A type of 'cold" light used in the television studio for flat or fill light. FLUORESCENT LIGHT Mercury-vapor tubes coated inside with one of a num- ber of materials which fluoresce, or glow, when exposed to the discharge inside a mercury-vapor tube. Used in TV as flat fill or balancing light. FLUTTERING Unsteady images on filmed show usually caused by buckled film in projector of poorly developed print. FLY To pull above the set the lights, scenery, or' properties in order to fa- cilitate camera shos, shifting, storage. FLY IT Any suspended microphone, drop, etc. GAFFER Electrician on TV show who really understands the limitation of the TV camera. GAFFOON Engineer, shader, or sound man who efficiently does two or three effects at the same time. GAG A joke or comedy situation or device. '"Gag show" is made up of a succession of jokes or alleged jokes. GAIN The increase in volume of sound obtained in the amplifier from which the audio engineer adjusts the sound portions of a TV show. GEN. LOCK System of interlocking sync-generators between remote and studio. GET HOT (li Ad lib musical improvi- sation. The equivalent of "Jazz it up." (2) Direction to talent to start project- ing, get into their parts. GETAWAY An offstage means of de- scent from raised flooring areas with- in a set. Also a passageway behind settings. GHOST Unwanted image appearing in television picture usually as a result of signal sion. reflection during transmis- vice or "angle" used as an attraction for attention. GIVE Order to actors to become more a part of their character and to get into their parts and act more convinc- ingly. GIZMO Generic term. In TV, some- thing for which a more technical defi- nition is lacking or else has been for- gotten altogether by the speaker. GLASS SHOT Shot of action in a set- ting only part of which is constructed full-size, the remainder usually paint- ed or applied photographically in mini- GIMMICK <1) Particular quality, planned characteristics, or quirk which sets off a commercial or program from others that resemble it. <2> Any de- ature on a sheet of glass suspended a short distance in front of the camera in such a position that the miniature will appear to be in the same scale as, and to merge with, the more distant full-size set seen through the clear part of the glass. Gives correct effect of depth and perspective. GOBO or FLAG A mat. Used to shield camera from lights. GO-HUNTING Turning a television cameraman loose to find interesting shots on a spontaneous program or any other program. GOOSENECK Mike which hangs from a gallows-support for use over tables when the talent is seated. Sometimes called a gallows mike. GRAY SCALE Achromatic color scale of a 10-step transition from white through grays to black where the in- termediate grays differ from each oth- er only through a proportional admix- ture of white and black. GRAY SCREEN Iconoscope chain with- out picture. GREEN SCALE Relatively new color theory that advocates use of five basic green colors for greater eye appeal and definition on screen. Vastly super- ior to old mixture of grays, miller gray scale, which used mixture of blacks and white pigments to get grays. GRID or GRIDIRON Metal framework close to the studio roof to which are anchored drop mikes, backdrops, props, scenery, lights, etc. GRIEF Any kind of agency, program, talent, etc., trouble. GRIP (DA handy man about the set. equivalent of a stagehand. (2) Studio or scenic carpenter. 61 They helped build the TV Dictionary /Handbook . . . B. TILLSTROM, Creator, "Kukla, Fran, Ollie" GERALD VERNON, TV Mgr., ABC-TV, Chi. BEULAH ZACHARY, Prod., "Kukla, Fran, Ollie" GROUND GLASS The glass in the TV camera viewing system on which the picture is projected for viewing by cameraman. GROUND ROW Any natural materials or small scenery pieces placed in front of main backgrounds to make a scene more real, or often used to make strip lights. GUIDE SHEET Schedule to outline the various routine rehearsals, details, etc., of a TV program. H HALATION Blurred or halo spread of the light from parts of the image due to reflection or dispersal of light. HALF-LAP Control technique by which two pictures in a dissolve or overlap are both held at maximum simultane- ous definition (50% each) so that both are visible to viewers. HAMBONE An unconvincing black- face dialectician. HAM-FEST The post mortem where talent and personnel are discussing a just concluded TV presentation. HAM IT To over-act or over-play in any way, or to over-emphasize one's part in a production. HAND PROPS Movable materials of all kinds which are used by actors in their respective roles, or other small items used to dress a set. HARDNESS (1) Excessive contrast in telecast image. (2) Undesirable de- gree of realism in portraying heavy roles. HASH SESSION A meeting of the di- rector, writer, talent, etc., following the final rehearsal, and before the tele- cast to discuss final changes. HASSEL Meaning complete state of flux; everything going wrong. HAYWIRE Temporary equipment or that in poor condition. HEAD ROOM Area between the ac- tor's head and the actual top of set. This area is important in relation to the amount of upward camera move- ment possible without overshooting sets. HEADS AND TAILS Applied to the be- ginning and end of any TV film se- quence. "Heads" means beginning of sequence; "tails" the end. Used to sig- nify the position of film on a reel. HEARTBREAKER A commercial TV au- dition made on speculation. Usually with little chance of being accepted. HEAVY Professional casting term usually meaning the villain. HEROIC Outsize prop, object, set . . . larger than life. Alan Young uses such sets frequently in his TV shows. HIATUS The summer period, usually eight weeks, during which a sponsor and/or talent may discontinue his pro- gram, but thereafter resume his time period or show until the next hiatus. HIGH HAT An elevated camera mount for use on table top or other pickups of waist-high objects. HIGH KEY Pictures whose tones all lie toward the lighter end of the scale. Low key — picture whose tones are at darker end of scale. Also applies to degree and contrast of lighting on im- age, set, etc. HIGHLIGHT Emphasizing a subject or scene by special painting or lighting effects to make subject stand out from the rest of the picture. Lighting may be rim lighting, halo effects, silhou- ettes, etc. HIT or HIT IT A sudden and emphatic attack by music. HITCH-HIKE An isolated commercial for one of the sponsor's products (not advertised in the main body of the show) which is given a free ride after the end of the program proper. HOG-CALLING CONTEST A strenuous commercial audition for talent or an- nouncers possessing special qualities, plus a good voice. HOLD IT DOWN Sound command to the engineer at controls or to talent to reduce volume. Lighting command to engineer to reduce intensity of spot. HOOK (1) In writer's parlance, it means to give a surprise ending. (2) A program device used to attract tangi- ble response from the audience; e.g., an offer, a contest, etc. (3) A suspense ending that concludes an episode or serial. HOOPERATING An almost generic term for a program's audience-rating as determined by the C. E. Hooper, Inc., quantitative audience-measure- ment service. HORSE OPERA TV presentation pri- marily composed of gunshots, fights, chases, and occasionally a plot. Also called oat opus or oater. HOT Too much light on talent, set, etc. HOT BACKGROUND Background light which is too strong and results in lack of contrast and undesirable flat pic- ture. However, may be used to pro- duce special dramatic effects for sil- houettes, etc., especially on such shows as Garroway at Large (NBC -TV). HOT CANARY A high soprano; an excellent and very telegenic female singer. HOT LIGHT Concentrated beam of light used to emphasize features, pro- files or contours. Usually a pinpoint spot. 3/4 KW. HOT SWITCH The rapid transfer of scene, show, or program from one originating point to another. HOUSE SHOW A package TV show usually owned, written, and directed by a station or network; in contrast to an agency show which is owned by an advertising agency. HYPO To add vitality and interest to a program by changing its format, cast, agency, producer, writer or, some- times, its sponsor. 62 SPONSOR I IATSE International Alliance of Thea- trical Stage Employes. TV stage hands belong to this union. IBEW International Brotherhood of Electrical Workers. Light technicians, engineers and some soundmen belong to this union. ICONOSCOPE The earlier camera pick- up tube used in the RCA TV system. (See image-orthicon.) ID TV station identification, or call letters. Film ID — announcing that the program televised is or was reproduced from film. IDEAL TIME A timing on a script that is obtained by back-timing and indi- cates the desired pace of the telecast. IDIOT SHEET Cue sheets attached to the front of the camera (below the lens) as well as blackboard and print- ed reminder sheets out of camera range. IMAGE The photographic likeness as recorded on a TV tube, kine, or film. IMAGE-ORTHICON The current su- per-sensitive camera tube developed by RCA which is capable of picking up scenes in semi-darkness or without ex- cessive lighting. IMPRESSIONISM Building up of gen- eral impression in a film by joining together a series of shots of subjects which in actuality are disconnected in space or time or both. IN THE CAN Completed TV film pro- gram or commercials that have been checked, found O.K. and are in metal containers ready for shipping. IN THE MUD (1) A lifeless delivery visually and/or sound-wise with very uninteresting quality, resulting from a speaker's or actor's improper pitch, stage presence, or lack of material. (2) The sound heard when the voice is spoken into a closed "mike" and picked up faintly on a live "mike" at a dis- tance. INCANDESCENT LIGHT Light produced by the heating of a strip of a con- ductor or the burning of an arc be- tween two electrodes. Usually very rich in red values. INDEPENDENT STATION Station which is not owned by a network. INGENUE Female TV performer with a youthful, pleasant voice and appear- ance of approximately 16 to 24 years. INHERITED AUDIENCE The portion of a program's audience which listened to the preceding show on the same sta- tion. INKY Usually pertains to any incan- descent lamp as opposed to fluorescent. INSERT Any explanatory item, usu- ally a CU, and written, such as a let- ter, sign, trademark, or label. INSTITUTIONAL Type of TV presen- tation designed to build good will and confidence or promote the firm or in- stitution sponsoring the show rather than its specific products. INTERCUTTING Similar to a visual montage or reverse angle shots. Con- sists of a succession of very short scenes or flashes of the same scene from different angles. INTEREST FILM Film which deals with a non-fictional subject in a pop- ular manner. INTERFERENCE Disturbance of TV reception caused by undesirable sig- nals such as airplanes, automobiles, FM radio station, and hams. INTERIOR DIALOGUE The TV appli- cation of soliloquy and the aside. It's a "stream-of-consciousness" technique given great impetus by Dragnet, Jack Benny, etc. INTERLACING The U.S. TV picture scanning system whereby the odd num- bered lines are then filled in or super- imposed to create one frame or com- plete picture entirely void of flicker. IRE Institute of Radio Engineers. IRIS Adjustable diaphragm in front of the lens in TV camera which is used to reduce the picture area for special effects. (See lenses.) IRIS IN Also circle in. The gradual appearance of a picture from a small spot until it fills the picture through constantly enlarging circle. IRIS OUT Reverse action of the above in which the circle closes down until it disappears. JAM High-pressure selling talk on a TV commercial. JEEP A moving image on the face of a television set which is itself to be televised, as in commercials for TV sets. JIC Just in case. JUICER A TV electrician. JUMP To omit previously planned shot, shots, action, or musical number. JUMP CUE When an actor, soundman, switcher, or musical director antici- pates his action and performs before the proper time. JUVENILE TV talent whose appear- ance and/or voice carries an age qual- ity of 17 to 24. K KEY The "tone" of a show or scene, high or low. A high-keyed scene is usu- ally played with a fast pace and in an excited manner as the Milton Berle show. Low key is usually done In a slower pace and is more subdued as Garroway at Large. KEY LIGHTS Sufficient illumination. KEY NUMBERS Footage numbers marked along edge of film at intervals. KICK BACK or TABU Any form of se- cret rebate on rates or talent, etc. KILL To strike out or remove part or all of a scene, set, action, or show. KINE or KINESCOPE (1) Technique developed by RCA to record rather in- expensively on film complete TV pro- grams. (2) Tube used in receivers or monitors on which the television pic- ture is reproduced. Trade name as de- veloped by RCA. KLEIG LIGHTS or SCOOPS A patented type of wide angle lights, usually 1500 KW, famous because of their long use on the stage, now used in TV. KLINKER An incorrectly played musi- cal note that stands out in a TV show. LADY MACBETH High emotional, over-acted tragedienne performance. LAP DISSOLVE Cross fading of one scene or image over another. Momen- tarily both pictures are visible. One picture disappears as another picture appears. LASHING FLATS To fasten flats to- gether by their cords or lash lines. LAUGH IT UP Order to talent to laugh at their own lines. LAY AN EGG Show, or part of a show, or gag that is a total failure, does not go over. LEAD <1) The most important role in a dramatic show. (2) The actor or actress who plays the lead role. LEAD-IN Words spoken by announcer or narartor at the beginning of some shows to perform a scene-setting or re- capitulation function. LEAD-IN SPIRAL Blank, spiral groove at the beginning of a transcription record to guide reproducing needle in- to sound grooves. LEAD SHEET (l)The cues or leads to guide the musical director. (2) Notes to guide cameramen in shots coming up. LEADER or LEAD (1) Blank film at- tached to the beginning of reel to thread in projector so that it can run up to speed before first scene is pro- jected. (2) Blank film at end of reel. LEFT or STAGE LEFT Direction mean- ing to the talent's left as he faces camera. i To be continued next issue I 2 JULY 1951 63 SPONSOR SPEAKS Fall Facts Issue No. 5 In its first year sponsor dedicated one of its mid-summer issues to the ambitious task of briefing advertisers and advertising agencies on the best fall buys in time, talent, and programs; how to use broadcast advertising to best advantage. Probably because the idea was unique, and because it rendered a val- uable service. Fall Facts No. 1 was happily received. The large surplus print order was exhausted in no time; we caught wind of "dollars and cents" utility in many quarters. With Fall Facts Nos. 2. 3, and 4. the annual mid-summer edition became a recognized tool for buyers of radio and television. Now comes Fall Facts No. 5, to be out 16 July. The annual chore should be growing easier — but actually No. 5 is the roughest yet. It seems as though radio and TV have been caught in whirlpool of problems, rotating with e\ :m -increasing speed. But the ver) complexity of the sit- uation makes the job which Fall Facts No. 5 has set out to do more important than any of its predecessors. Within the framework of six sections (spot ladio, network radio, spot TV. network TV. over-all. radio basics I sponsor intends to create order out of chaos. How well we can interpret and guide and report is the test of our ability. Radio's upward push Some thoughtful national advertisers have noted that radio broadcasters are pushing out of their second valley of despair. And they believe that this time the progress will continue with benefit both to buyer and seller. Radio broadcasters sunk into their first valley two summers ago, when the TV bug hit advertisers hard and de- spair hit the broadcasters harder. They hit bottom again some months ago un- der the impact of the ANA reports, net- work rate slashes, network cancella- tions, and sponsor downgrading. Reversing the psychological road- block that has kept national advertisers from seeing radio in its full glory, here's what's happening: 1. The ANA and the Affiliates Com- mittee are working together. They want to understand each other's prob- lems. 2. Throughout the U. S.. networks and stations are selling radio via ra- dio to their sizable audiences. Among the listeners are many advertisers and agency executives who are learning some of the basic facts of radio. 3. Stations like WLS. WNBC. and K\W are developing merchandising plans that make sense to national, re- gional, and local advertisers. Many others l including WLW, WWL, KSTP. WOV, WIBW. WCHS. WING. KFI. KLZ. WFDF, WKY, KGNC, WAVE, KCMO to mention only a handful I are stepping up their already effective mer- chandising. 4. More stations are generating ideas. Clinics like those arranged by BMI and APS are stimulating effective program and sales ideas. 5. The BAB is getting up a good head of steam. Sales aids that will help the advertiser understand radio are in the making. 6. Many a national advertiser is alarmed at the downgrading of a val- uable advertising medium. He wants broadcasters to regain confidence in themselves so that they can do an in- creasingly effective job for him. The influence of such men as Charles Beardsley of Miles, Lowry Crites of General Mills, A. N. Halverstadt of P&G will be felt. Radio vs. newspaper gains Geyer, Newell & Ganger has come up with an interesting circulation analysis of 168 newspapers in 62 television cit- ies. Although these papers, in combi- nation, lost 40,000 daily circulation during 1948 and 1949. they picked up about 650,000 during 1950. Not bad, is it? But radio did better. Some 14,000,- 000 radio sets were produced and sold during 1950. Let's be conservative and say that only 5,000,000 went into the 62 TV markets, which represent 60% of the total population of the U. S. That would give radio set sales an eight to one advantage over newspaper sales pickup. And, according to BBDO. even in a TV home the radio is tuned on two hours and ten minutes daily. Wheee — what a storv for radio! Applause More power to . . . Ralston-Purina, who expressed their appreciation to the many farm direc- tors the) sponsor b) feting them roy- ally, arranging excursions during the summer meeting of tin- RFDers held in St. Louis last month. \ml to \\l'. who junketed them to Arkansas on a -i" ial outing. Ed Madden, \BC-T\ vice president, \s Ik >><■ Hofstra stu. 2 goes a long wa\ toward taking the mvsterv out of TV results. Avoo Manufacturing Corp., whose big L950 sales and advertising push increased sales over 1949 nearly 100%; (aminos 300%. Aided by strong air campaigns, Vvco posted net sales of $256,966,97] in L950. Allen Woodall, president of WDAK, Columbus, Ga., who celebrated the sta- tion's biggest month by surprising his entire stall (including wives and dates I with a two-daj chartered plane trip to Daytona Beach, I' la. The vacation was titled "Operation \ ictorj . Jack Van Volkenburg, CBS and CBS-TV vice president, who picked the right man to help advertisers clear TV time in Fritz Snyder, ex-Bulova and ex- Biow. Leo Burnett Co., which is helping big midwest advertisers realize that Chicago has every facility to make an ad campaign click. National Assn. of Radio and TV Station Representatives, who unani- mously elected respected, know-how Murrav Grabhorn as managing direc- tor, thereby assuring themselves a do- something organization. 64 SPONSOR '* Imtticd. '*h ^ r*^^F r a I. It's the Team ...am // Consumers in the Heart of Amer- ica buy wisely — but certainly WHOLEHEARTEDLY ! Evidence of this statement is the fact that, while the greater Kansas City Metropolitan Area is now 17th in the nation in popula- tion, it ranks 15th in retail sales! And -KANSAS CITY MAKES A BETTER SHOWING IN RETAIL SALES BASED ON POPULATION THAN ANY OTHER CITY IN THE NA- TION'S "TOP TWENTY!"* The analysis is simple enough. The powerful and popular voice of The KMBC-KFRM Team is do- ing a wholehearted job in the great Kansas City Area for its advertisers. The Team "has the audience" by a margin of almost 3 to 2 over all other broadcasters, according to the latest audience surveys. In the city — on farms, now more than ever before, consumers are responding to the sales mes- sages heard on KMBC-KFRM. Get the benefit of the most power- ful selling force in the rich Heart of America. Write, wire or phone KMBC-KFRM or your nearest Free & Peters Colonel. * 1951 Sales Management Survey of Buying Power. •■•vH.1 'I £* 5c 11111 ■ill To sell the whole Heart of America, Wholeheart- edly, use .... f The Team 6TH OLDEST CBS AFFILIATE PROGRAMMED BY KMBC OWNED AND OPERATED BY MIDLAND BROADCASTING COMPANY in West Virginia . . your dollar "" goes farther with "personality" More than a million West Virginians, (with a half-billion dollars to spend annually) can hear your sales story when you put this potent pair of "Personality" Stations to work for you. And WKNA and WJLS are yours at a combination rate that about the same as you would pay for any single comparable station i either locality. Make prove it! 51 -?<■ I ,- ^CHARLESTON - S5- 2 o S3 . £■+. CO c-t. P el- 's*. O S3 CO WKNA WKNA-FM CHARLESTON 950 KC— ABC 5000 W DAY* 1000 W NIGHT WJLS WJLS-FM BECKLEY 560 KC — CBS 1000 W DAY* 500 W NIGHT I Joe L. Smith, Jr., Incorporated Represented nationally by WEED & CO. $8.00 a Year FALL FACTS ISSUE: 1951 TV Map generm l * WKEFEUEH PLAZ, ,r., v - Four foldout pages including stations by cities, sets, reps, nets, etc. pages 131-134 Spot radio Best buys, costs, trends, programing of booming market-by-market medium pages 65-105 Network radio l buys, trends, audience, pro- ning, costs on the national nets pages 43-63 M-V V I. any ^| K ^^k k > r ^Hfer'^n Ruth Lyons, WLW-TV star, is NBC- TV model of morning participation trend that looms important this fall Radio basics 14 pages of vital charts and data on the world's biggest mass medium pages 107-128 Spot TV Costs, trends, commercials, availa- bilities on stations in 62 markets pages 137-146 McCann-Erickson New York timebuyers go into a huddle on fall plans: I. to r. Percival, Gemtzel, Reuschle, Kelly, Fesler Network TV Trends, programing, audience, costs. availabilities day and night pages 149-160 Over-all cost-cutting, research, contests, >miums, union Pages 163-188 TV Dictionary Part four of Herb True's remarkable compilation of L000 TV terms pages 190-197 What 24 sponsors will do this fall Campaigns previously reported cate gorized and brought up-to-date pages 32-37 "I would rather be right than president" Statue of Henry Clay Virginia-born Henry Clay, thrice nominated to be president, was willing to forego the highest honor in America for his convictions. Independence of thought and loyalty to principle has long been characteristic of the Virginian. The First Stations of Virginia (WMBG, WCOD-FM and WTVR-TV) profit by these qualities. The friendship and loyalty of listeners and viewers in the Old Dominion go all out for Havens and Martin sponsors. WMBG am WCOD m Havens & Martin Stations are the only complete broadcasting institution in Richmond. Pioneer NBC outlets for Virginia's first market. Represented nationally by John Blair & Company WTYR TV FIRST STATIONS OF VIRGINIA SPOT RADIO BOOM ACCELERATING THIS FALL — You can expect new sponsors, expanded budgets for already booming spot radio this fall. Wildroot, which recently dropped "Charlie Wild" detective drama on CBS-TV, will return to spot radio in heavy na- tional campaign in addition to "FBI In Peace and War" on CBS radio. Bromo-Seltzer is also planning an extensive spot radio campaign. Cold remedies will be big fall- winter users, with reps noting earlier-than-ever placement of business by buyers anxious to insure prime availabilities. WHAT'S HOTTEST TIME PERIOD? — Early morning, once regarded as "marginal time," is now rated most in demand by many reps. In particular, 7:00 to 8:00 a.m. period enjoys high popularity among advertisers anxious to harness appeal of "morning men" (SPONSOR, 2 July). There's much interest, too, in late-evening hours, SPONSOR survey indicates. (For details, see page 70 of spot radio section.) SITUATION COMEDY ON UPSWING IN TV PROGRAMING— -Fall will see more situation- comedy programing on TV, including several TV versions of long-time radio favorites (details, page 152). Explaining its own addition of several situation stanzas in recent months, KMTV, Omaha, told SPONSOR: "It appears easier to maintain a high level of comedy on this type of program than on other types of comedy shows. Tele- vision just burns up too much material on the rapid-fire gag type of comedy shows." LOOK FOR NEW NAMES AMONG NET RADIO SPONSORS— With business giants, long mainstay of net radio, dropping prime shows to concentrate dollars in TV, net sales departments will be gunning for firms which could never previously get into web radio because of costs and/or lack of availabilities. Problem nets face is to lick feeling that radio is old hat and show advertisers opportunities which still exist in medium. "My Friend Irma" (CBS), "Judy Canova" (NBC) are typical of top pack- ages now available which most medium-sized firms couldn't even dream of sponsoring in previous years. (For outlook on new network sponsors, see page 63 of Network Radio section. ) AM STATIONS "TV-PROOFING" THEIR PROGRAMING— Advertisers studying fall lineups of shows on stations in TV markets will note changes designed to make stations less vulnerable to loss of audience to TV. Example: Kevin Sweeney, KFI, Los Angeles, general sales manager, told SPONSOR station has been "building series of TV-proof programs." Theory is to give listeners something they can't get from TV. All-talk programs have been emphasized, following discovery that station's late-afternoon Burritt Wheeler commentary showed continuing rise in ratings from '49 through '51. Another innovation is "This Is Our Town," taped show by station's farm reporter which covers communities 100 miles away on fringe of TV area. (Other spot radio programing trends, page 72.) SPONSOR. Volume 5, No. 15. 16 July 1951. Published biweekly bj SPONSOK Publ I I lm Ave.. Baltimore. \i Editorial, Circulation Office 510 Madison Ave.. New York 22, (8 a real In I S 9 ol ewhere I ri 1 as second els r 29 .Tanuar; Baltimore Ml postofflce under \ I March 1879. REPORT TO SPONSORS for 16 Jiil.y 1951 HOW FLEXIBLE CAN NET RADIO GET? — Net radio salesmen will be stressing medium's flexibility as webs continue their adjustment to TV inroads. Shorter time periods, tandem-style buys, will be continuing trend. Actually, nets have long had device for giving sponsors flexibility in way their markets are covered via local cut-ins beaming separate sales messages to different territories. Recent example of tech- nique on grand scale is P & G use of "Welcome Travellers" (NBC) to push as many as 6 different products in separate areas of U. S. (see page 55). MARGARINE WAGES EIGHT FOR ACCEPTANCE VIA RADIO— With liftng of Illinois re- strictions on yellow margarine, Good Luck margarine (Lever Bros.) has bought pro- gram over WBBM, Chicago, designed to introduce product. Show originates in super markets, is quiz with grocery prizes for shopper participants. Program, called "Good Luck to You," will also invite listeners to compete in $16,000 Good Luck jingle contest for Illinois residents only. As more states abolish restrictions against yellow margarine, you'll be hearing about similar local program buys by Good Luck and other margarines. DAYTIME TV EXPANDING THIS FALL — American Home Products will buy program in 12:15 to 12:30 p.m. slot on CBS-TV for show yet to be chosen. In following quarter hour will be P & G, also yet to set show at press time. Move by two firms is part of trend to stake out franchises in daytime TV which began in late 1950, will ac- celerate this fall. ROSS SURVEY FINDS THERE'S MORE TV PROGRAMING, LOWER RATINGS FOR ALL SHOW TYPES — Ross Reports survey of TV programing in New York found number of quarter hours programed jumped from 1,694 in May 1950 to 2,067 in 1951. Ratings, mean- while dropped. In January-June 1950, average Pulse rating of all shows in New York was 7.69. By same period this year, ratings had dropped 2.32 to 5.37. Says Ross: "No program category has as high a rating today as enjoyed last year. Current high is 15.4% for Drama and Mystery (19.3% in '50) as opposed to peak of 21.4% averaged by Comedy-Variety in Jan. -June '50 (this year — 12.8%)." RTMA SPENDING $100,000 TO DISCOVER SET-BUY INC PATTERN— Est imat ing TV sets in markets is made difficult, among other rea sons, because no one really knows what happens to set once it leaves retailer's floor. Same applies to AM and FM sets. To simplify tallying problem and gain valuable marketing guidance, Radio and TV Manufacturers' Association will spend $100,000 on survey covering AM, FM, TV set distribution. When completed, it should indicate from how far away consumers come to buy sets. RCA IOINS COLOR BATTLE IN EARNEST — With start of public demonstrations of RCA compatible color, battle between rival electronic-broadcast empires is on in ear- nest. Consumers will get barrages from both sides in increasing number. For signs of who's winning keep your eye on reports of CBS color set orders. That's real test. SPONSOR No. 25 OF A SERIES Wilbert Robinson In Hits Per Game; WHEC In Rochester Radio 10H0 TlMi WHEC is Rochester's most-listened-to station and has been ever since Rochester has been Hooperated! Note WHEC's leadership morning, afternoon, evening: STATION STATION STATION STATION WHEC B MORNING 41.8 25.5 8:00-12:00 Noon Monday through Fri. AFTERNOON 43.9 31.9 12:00-6:00 P.M. Monday through Fri. EVENING 6:00-10:30 P.M. Sunday through Sat. 6.8 7.9 6.8 11.8 34.6 29.6 10.2 10.2 MARCH — APRIL 1951 LATEST BEFORE CLOSING TIME STATION E 13.3 2.8 12.8 STATION F 4.0 1.7 Station Broadcasts till Sunset Only BUY WHERE THEY'RE LISTENING: - N. Y. 5,000 WATTS Representatives: EVERETT- McKINNEY, Inc. New York, Chicago, LEE F. O'CONNELL CO., Los Angeles, San Francisco. 16 JULY 1951 The MIGHTY MONTGOMERY MARKET 95TH MARKET IN THE U.S. Mighty Montgomery is the hub of one of the nation's top agri- cultural and indus- trial markets. GIANT AIRFORCE MILITARY BASE • Mighty Montgomery home of Maxwell Field, one of the largest Air Force cen- ters in the entire na- tion. OVER 600,000 IN TRADING AREA • Mighty Montgomery dominates the rich surrounding trade area of 1 1 progres- sive and expanding counties. $134,000,000 CITY RETAIL SALES • Mighty Montgomery had 1950 city retail sales alone that were $5,000,000 above those of the previous year. CAPITOL OF ALABAMA • Mighty Montgomery is a focal point of in- dustrial development both in Alabama and in the new South. Write, Wire or Phone for Availabilities! MUTUAL WJJJ Represented by Weed & Co. NBC WSFA Represented by Headley-Reed Co. MONTGOMERY NETWORK STATIONS ASSOCIATION ABC WAPX Represented by The Walker Co. CBS wcov Represented by The Taylor Co. VOL 5 NO. 15 16 JULY 1951 Contents SPONSOR REPORTS MEN, MONEY AND MOTIVES FALL TRENDS IN COMMERCIALS NEW AND RENEW MR. SPONSOR: HAROLD L. SCHAFER FALL 1951: MUCH MONEY, MANY PROBLEMS WHAT NATIONAL ADVERTISERS 1 10 12 17 22 29 WILL DO THIS FALL 32 NETWORK RADIO 43 SPOT RADIO 65 RADIO BASICS 107 TV MAP FOR SPONSORS 131 SPOT TV 137 TV RESULTS 146 NETWORK TV 149 OVERALL 163 MR SPONSOR ASKS 176 TV DICTIONARY 190 EDITORIAL 198 Published biweekly by SPONSOR PUBLICATIONS INC.. combined with TV. Executive, Editorial, Circulation and Advertising Ofiicis: *>10 Madison Ave., New York 22, N. V Telephone: MUrray Hill 8-2772. Chicago Office: 101 K. Grand \'.< . Suite 205 Telephone: Superior 7-9863. West Coast Office: 6087 Sunset Boulevard. Los Angeles. Telephone: Hillside 8089. Printing Office: 3110 Elm Ave., Baltimore 11, Md. Subscriptions: United States $8 a year, Canada and foreign S9. Single copies 50c. Printed in V. S. A. Address all correspondence to 519 Xfadlson Avenue, New York 22. N. Y. Copyright 1951. SPONSOR PUBLICATIONS INC. Editor & President: Norman R. Glenn. Secretary Treasure) Elaine Couper Glenn, Managing Editor: Mih David Senior Editors: Erik n Arctander, Frank Eta i Charles Sinclair. Assistant Editors: Fred Birn- baum, Lila Lederman, Richard A Jackson. Art. Direc- tor: Howard Wechslei Vice-President -Advertising: Vorman Knight. Advertising Department: Edwin I). pei (W< tern Manager), George Weiss (Traveling Representative, Chicago Office), John A, Kovcnok (Pro- duction Managr), Edna Yergln, John McCormack. Vice- Presidenl Busines Manage) Bernard Piatt. Circula- tion Department: Evelyn Satz (Subscription Manager), Emily Cutillo, Josephine Vlllanti. Secretary to Pub- lishei Uigusta Sherman Office Manager: Olive Sherban. Madison AD-MANN NOW GOTTESMANN \\ hen our cop) of si'OissoK arrives, I hungril) read page after page, para- graph after paragraph, sentence after sentence . . . even ad after ad. I thought that there was nothing in any cop) that I could have missed. But lo and behold when our 4 June issue ar- rived I noted that there was something I have been missing issue after issue. That is our address. It must have been bv some oversight that you were not notified of our change of name. It is now the "Adolf F. Gottesmann Adver- tising Agency instead of "Ad-Mann Advertising Agency" . . . we are still incorporated. Oh yes. I would appreciate your sending, as quickly as available, "TV Dictionary/Handbook for Sponsors." Keep up the good work on your ex- ceptionally fine publication. Leonard Blake Director of Radio & Television Adolf F. Gottesmann Advertising Newark EXCUSE, PLEASE, MR. FOREMAN! I hope the misprint in the last para- graph of my pot pourri in which the word "underground"' got in instead of "undersigned" doesn't make me sound subversive. Robert L. Foreman Vice President BBDO New York • Honest, we didn't intend lo net Mr. Foreman in trouble with a Congressional investigation com- mittee. What he really wrote was : * P. 5. Anyone —film producer, agency or otherwise— who would like current TV copy reviewed by the undersigned, see that I pet a 1 6mm. print and we'll try to get around to it with dispatch." MORE "SPANISH" COMMENTS It is most unfortunate that credit for Procter & Gamble's success with Tide in the Lower Rio Grande Valley was credited to a Spanish hour on a Brownsville. Tex., station. Procter & Gamble s Tide has been using XEO, Matamoros-Brownsville, with a spot schedule since June. 1950, and recently took a similar schedule for Cheer. sponsor land Lever Brothers) should look into the Rio Grande Valle> situation more closel) to determine where successful results are obtained in Spanish. Procter & Gamble alread) knows. Robert N. Pinkerton Manager XEO-XEOR Brownsville, Tex. I would appreciate receiving a copy of the list indicating the location of Spanish radio stations in this country. It was mentioned in the 4 June issue of SPONSOR. Robert H. Rains Radio-TI Promotion Manager Universal-International Pictures Universal City, Cal. • A list of 165 Southwest Spanish language programs is scribers on request. tations vailablc nip llb- I want you to know that I thought it was a swell article on the Spanish markets in the 4 June issue of your fine publication. Unquestionably, this article will benefit our station as well as all sta- tions carrying Spanish programs, and will be most helpful to time buyers and media departments in properly evaluating this most worthwhile seg- ment audience. Your publication has done more than any other in the field in high- lighting the importance of specialized and segment groups and stations spe- cializing in same. Arthur H. Croghan President KOWL Santa Monica. Cal. WHAT PULLS EM IN? We are making an analysis of dif- ferent media in several markets in which our clients are interested. Have you published any articles in recent months on cost per listener to television and radio and cost per read- er on newspapers? If you have, I will appreciate your sending me the dales of issues in which these articles ap- peared. \im in i; G. Beck Jr. Account Executii e Lindsey and Co., Inc. Richmond • Reader Beck i- referred to the ARB1 studies (26 March SPONSOR) which show how r.,,li„ compares *ith newspapers in -- ;i 1 «- -- pull .it point- of-sale. Future tests will include I V - also. ONLY ONE Station-KMA Delivers the BIG Rural Midwest Market 2,377,600 prosperous midwestern- ers in 140 of America's most productive agricul- tural counties. A BIG Market Greater than the city Populations of • PHILADELPHIA or • DETROIT or • LOS ANCELES KMA SHENANDOAH, IOWA Represented by Avery-Knodel, Inc. Under Management of MAY BROADCASTING CO. Shenandoah, Iowa 16 JULY 1951 KPAC Sellsv Texas Market . . . The Rich Beaumont-Port Arthur-Orange Metropolitan Tri-City Area 234,200 Population $242,903,000 SSti1 (Source: 1950-51 Consumer Markets) Here is Texas' 5th Market, one of the wealthi- est in the world . . . the concentrated Beaumont- Port Arthur-Orange metropolitan areas. • the No. 1 oil refining area in the world • producing 1 out of every 10 barrels of oil • 2nd only to New York City in shipping tonnage. KPAC listeners earn big, better-than-average incomes. KPAC can sell this concentrated buying power for you with intensive, productive KPAC coverage . . . Plus KPAC's huge 1,353,200 popu- lated Regional Market . . . more thousands of KPAC listeners and more big sales volumes for you. HIGH HOOPERS ... 17 years of Listener Loyalty prove KPAC's salesability in a highly competitive radio market: Week-day morning, Monday thru Friday 21.8 Week-day afternoon, Monday thru Friday 19.9 Evening, Sunday thru Saturday 12.3 Sunday afternoon 35. 4 (Share of audience, latest Hooper.) Follow the Local Advertisers Local sponsors with first-hand knowledge of area choose KPAC. August Miller Hard- ware Co., sponsor of 7:45 a.m. News, with Joel Swanson reporting, gave just one men- tion of Chris-Craft Boat Kits to arrive soon, and was flooded with inquiries. Within 2 days, had sales of $451.50. Estimates future sales of approximately $2,000 when stock arrives. Cost just $1050 for 3 announce- ments on 7:45 News, only one of which mentioned boat kits. CHECK TODAY, and select KPAC availabilities that can get your product really moving in Texas' 5th Market. 5000 WATTS • MUTUAL John E. Pearson Co., National Representative* TOOT A TOOT May I toot your horn and extend our sincere gratitude for the wonderful magazine you circulate. And may I also state that of all the broadcasting magazines, sponsor ranks on top of our list! May I also toot our horn in the way of offering a promotion sugges- tion for any stations interested. An- nually, KAYL. in conjunction with a photographer, launches a child per- sonality contest. And to judge the con- test, we ask Capitol Records in Holly- wood to line up a judge, who this year was Tex Ritter. . . The contest proved (again) that ra- dio is a wonderful medium. We used ONLY radio promotion. No more than two announcements per day; no more than two programs per day. During a three-week period, we re- ceived 262 entries — quite a record. The first year, we received 154 entries; the second year, 203. Paul R. Benson Promotion Manager KAYL Storm Lake. la. "CRABS" AND COMPLIMENTS Do you know what's "wrong" with sponsor? You make writers out of readers! Your stuff hits so close to home, digs so deep, that with every is- sue I want to sit right down and write you either compliments or crabs. Mostly the former. This note is both. The "crab" is a minor one. In your excellent Mueller Macaroni story in a recent issue, you apparently didn't have the latest Worcester rating. Ac- tually, the 1950 Oct.-Nov. Pulse break- down gives WTAG at 12.9 at 8:00 a.m. — making us second in the list of Muel- ler stations rather than eighth. The real thing you are to be com- plimented on. though, is the terrific job you did on "How not: to buy radio time"' in that same issue. You brought out an important point when you warned against improper evalua- tion of BMB. But one very important point which was not brought out was ignoring the physical size of a county in relation to the distribution <>l its population. The conclusion that all 3,070 U.S. counties are the same size is as ridicu- lous as saying that all 48" states are alike. For instance, WTAG is located in Worcester County — a single county which is one-and-one-half times the size of the entire state of Rhode Is- land, with its five counties. Nearly two-thirds of Worcester County's population lives in 60 cities and towns outside of Worcester City. BMB divides our county into North and South County. Yet here is what happens when approximately 50% BMB coverage is used without consid- eration of physical size in relation to the population distribution. In the South County (which in- cludes Worcester City ) all Worcester stations are given about 50% or more. So the conclusion is that any of those stations serves the South County, and its 111.640 radio families. Here's what happens when you break down the actual situation: BMB, City of Worcester only Daytime: 56,450 radio families Station A 93% Station B 71% Station C 78% Station D 83% But look at South County, outside of Worcester City, where the other half of the audience is: BMB, South County, City of Worcester excluded Daytime: 55.190 radio families Station A 82% Station B 25% Station C 27'i Station D 13% From these figures, it is obvious that only one of those stations covers the audience in that BMB unit (South County including Worcester City)- — even though all stations show about 50%> or more, BMB. Anyhow, "How not to buy radio time" was a good story. Keep them coming. Robert J. Brown Commercial Manager WTAG Worcester ON AGENCY RADIO PERSONNEL The existing pattern for hiring per- sonnel in advertising agencies was es- tablished long before the advent of ra- dio and television. Since newspapers, magazines, and billboards comprised the chief media, advertising agency em- plovers developed a hiring orientation dependent on them. In the main, the new employee's worth to the agency was regarded in terms wholly relative to the aforementioned advertising ve- hicles. Though, with the development of radio and television, agencies con- tinue to evaluate (misevaluate. really) prospective employees on the basis of pre-radio criteria. SPONSOR The advertising employee who is re- sponsible for the sales appeal of a newspaper or magazine ad is in no way accountable for the content of the rest of the page on which the ad ap- pears. The agency considered a jour- nalist or the writer of fiction a breed apart from a commercial copy writer, with separate and distinguishable tal- ents. Logically, the agency does not ordinarily expect to recruit its "crea- tive" advertising specialists from the writing staffs of newspapers and maga- zines. Advertising experience, not jour- nalistic or fiction-writing experience, is demanded. However, such a guiding parallel is not to be found in radio and television advertising. Wherein a newspaper ad adorns a sheet of newsprint quite in- dependently of whatever else happens to be on the same page, the familiar opening, middle, and closing radio commercials serve in a vastly different relationship to its proximate program material. In placing commercial copy, the agency cannot be responsible for the quality of the entire page. But in broadcasting, the entire program, in- cluding commercials, is the agency's responsibility. Now, who knows radio better than a radio man? There may be no room for a good newspaperman on the staff of an advertising agency, but a good radio man obviously represents a de- sirable asset. A member of the pro- gram department, in particular, always considers himself an advertiser; is de- veloped and nurtured in an advertising climate. He is constantly aware of the advertising appeal; sensitive to the tastes, desires, and habits of the listen- ing audience. Agencies would do well to staff their radio/TV departments with men and women who have matured in the broad- casting station. The larger national ad- vertising agencies already have made this discovery. Smaller establishments need not look to other advertising agen- cies for radio/TV staffers, but to the trained ranks in broadcasting stations. For some 20 years now, timebuying has become institutionalized into the ad agency, so it seems time that agen- cies stop hiring staffers under princi- ples adopted from the all-space buying age. Herman Gordon Philadelphia • The writer is continuity supervisor of a Philadelphia broadcast firm. THE FEELING IS MUTUAL IN PHILLY! that ^ ^rolicli' Here's why-WIP's advertis- ers through the years have found that dollar for dollar, Philadelphia's Pioneer Voice is their best radio buy ... . frecau^e A ^Prodi I roauceAi and listen to this ... in spite of a hot television market, WIP has increased its new business more than 18% for the first half of 1951 . . . because 0$ ^JW reduces: t whatever your P ^ ^ . . ^flV knov, v/e can d ^ and pr°ve Y PHILADELPHIA BASIC MUTUAL Represented Nationally by Edward Petry & Co. ^ 5000 WATTS 610 KC 16 JULY 1951 SELL THE HEART OF ARIZON OVER KOY PHOENIX, ARIZONA dvertisers with no time or money to waste have found KOY the direct »ute to the rich Arizona market whose hub is fast-growing Phoenix and le Salt River Valley. s exclusive representatives of KOY for the past twelve years, John lair & Company knows how KOY can sell and why. Here is a station tut makes wide-spread coverage count with a proven record of unusual ceptance. Arizona's pioneer radio outlet, KOY has been building its (Hitation for public service over 29 years. It is home-owned, home- terated, and an integral part of the community and all its affairs. It is ie only Arizona radio station that owns all of its facilities, including udio, office and transmitter properties. KOY gives non-directional cover- ;e of 85% of the state's population with 5000 watts on 550 KC. des-minded management has converted KOY's listener loyalty into hi •ol radio business that has paid off for one advertiser after another. »ur John Blair man has all the facts on merchandising and selling surprisingly low cos/ over KOY. It will pay you to call him today. ..;.„■,:■:-.■«*(<: KOY transmitter propert) and single tower, giving non-directional coverage ovei .",.', ,,[ Arizona's population with 5000 watts on :,:,() KC. ,\ f> K\\ main transmitter and 1 K\\ standby, with auxiliar) power plant, are both Western Electric equipment of the latest design. r KOY studio building with recem $100,000 addi Studios and control equipmenl are the most moderd the State of Arizona and include three I igh-fidelitj r; 1 nted Stancil-Hoffman tape recorders. Ml equir,. exceeds F.C.C. standards for high-fidelit) reproduc'i] HE JOHN BLAIR WAY OP SELLING RADIO STATION THE RAPIDLY- EXPANDING city bf Phoenix, Capital of Arizona, is sur- rounded by prosperous residential corn- unities and rich agricultural land. JOHN BLAIR & COMPANY specializes in radio rep- resentation exclusively. Since we are entirely re- moved from any other op- eration or function, we are able to give the sta- tions we represent our full time and our full ef- forts ... as specialists in selling via spot radio. KOY'S management team, experts in three fields: left to right, John L. Hogg, President, Commercial Manager and a salesman of twenty-five year's experience, \lhcrt Johnson, Vice President, General Manager and the man behind KOY's splendid record ol public service. Jack Williams, Director and Secretarj with twenty-three war- it KOV behind his reputation as one of the outstanding program men in the radio industry. GEORGE GRAHAM, popular master of ceremonies for KOY audience shows and his morning "Disc Show", a hard- selling program and housewives' favorite. BILL LESTER'S afternoon "Recora Matinee" has i consistentlj loyal follow- ing of listeners and commercial sponsors. S COMPANY REPRESENTING LEADING RADIO STATIONS PAUL GRIBBEN, Km News Editor and radio veteran, keeps hi)\ ahead "I the field in news. His coverage ol the Legislature has won him widespread rec- ognition in high i n cles in i he S Ben Alexander "Watch and Win'— KPIX's telephone quiz game — is still urawing top mail response, which numbers about 12,000 monthly; and sponsor, Acme Breweries, reports that sales for their new Gold Label Beer are moving at a fast rate. Starring Ben Alex- ander, voted out- standing TV person- ality by Academy of Television Arts and Sciences, and his lovely wife, Lesley, "Watch and Win" is a unique telequiz, in which viewers' write- in cards are selected by Ben and Lesley for telephone calls . . . questions . . . and prizes! BASEBALL Biggest news to baseball fans is the fact that KPIX is now lensing the San Francisco Seals' Saturday afternoon home games. The diamond battles, which include a series of eight games, are un- der the direction of Sandy Spillman and Dave Kees, with Don Klein at mike side. KPIX's Saturday games are simulcast over KSFO! NARCOTIC SERIES The three week series on narcotics, recently featured on KPIX's "KMA 438", has been loudly acclaimed as an outstanding service to the community. Handled by Inspector John Kane and Lt. Alvin Nicolini, the programs, which were presented in cooperation with the San Francisco Police Department, cov- ered the entire subject of narcotics as a police problem and an ever-increasing menace to society. ADD AIRINGS: KSFO now features Robert Montgomery in "Freedom Is Our Business" for the S. F. School of Nursing three mornings a week. . . The Ethyl Corporation is sponsoring "Sport- scholar" on KPIX Wednesdays at 11:00 P.M. . . Represented by Wm. G. Rambeou Co. SAN FRANCISCO by Robert J. Landry i 10 Man is, or is supposed to be, a foresighted animal. Hence your foresighted adman at this mid-July turns from contemplation of sunburn, sand fleas, golf, mosquito bites, lastex hips, mint juleps, picnics, ponies, Gussie Moran's scalloped panties, and other fascina- tions of deepest summer to a calculated looking ahead to the "fall facts" relative to making a buck. The weighing in of the facts of any given fall grows in importance from July to July for a simple reason: there are more, always more, facts to consider. * * * Count back 10 years. That's approximately one-third the life-span of radio advertising. But it's counting back from the complexity of 1951 to the simplicity of 1941. Then the industry was much more than will ever again be the case an industry of neighbors. One spon- sor knew another sponsor, one station operator knew his contem- poraries, the typical timebuyer called off most of the station sales directors by their first names. * * * Against advice but on the principle that there couldn't be too much competition in the country which invented anti-trust legisla- tion, the FCC began granting licenses like crazy. The radio station population of the U.S.A. grew from around 930 in 1941 to 2.400 in 1951. In that fact alone, revolution was implicit. * * * The influx of new station operators, detached from and unfamiliar with radio history, would have changed things anyhow. But the war years were soft years, weakening the sales guts of sellers and buyers alike. Who may estimate the net enfeebling of drive and sales strat- egy induced by those easy war years when business came over the transom, when excess profit tax dollars were mistaken for genius and almost any time (or space) peddler cleaned his teeth in champagne? H= * * One more obvious observation. In 1941, television was more promise than threat. Allen B. DuMont had hardly moved out of his basement lab. Milton Berle was just a fresh comic who used his mother as an audience plant at Loew's State. * * * By June of last year, before Korea, something like "normal" com- petition had been restored in all advertising. Tough-mindedness was back in the saddle with consequences frequently unpleasant to the long-slocp wartime sales executives who still expected to solve all their problems each morning by opening mail and banking checks. * * * There were those who hoped the new militarv appropriation bil- lions would bring back three-hour luncheons in advertising. This has not worked out. A Garrison Economy, half at war, half at peace, has uncertainties absent in all-out war. Nor is the present excess profits lax situation so favorable as the former one. The militar) appropriations did give the national economy a big hypo. (Please turn to page C3) SPONSOR 0 VOUR STATE ^ XHG r^*t 8MI PROGRAM Cl* PLAN NOW TO ATTEND Watch for the date and announcements from your State Broadcasters Association A TIMELY AND VALUABLE EXCHANGE OF THOUGHTS AND IDEAS ON EVERY IMPORTANT PHASE OF PROGRAMMING BY SPECIALISTS BASED UPON SUCCESSFUL OPERATIONS AND PRACTICAL EXPERIENCE Each Clinic comes loaded with shirt-sleeve talks by recognized experts in their held; down-to-earth discussions of pro- gramming problems; and such phases of broadcasting as modern uses of news and music; Station public relations; how to make the most of the tools of your trade; what management expects from its program department; handling of rural and farm programs; importance of the disc jockey; small station operations; your music library: copyright matters and many Other pertinent topics. "Better Programming Requires More Thought Not More Dollars" BROADCAST MUSIC, Inc. 580 FIFTH AVENUE • NEW YORK 19, N. Y. CHICAGO • HOLLYWOOD • TORONTO . MONTREAL 16 JULY 1951 11 :-^af% M ill There's no problem for Bill Joyce of the Katz Chicago office when it comes to boosting WGBS. He points to the record — that shows the WGBS morning audience 40% ahead, afternoon audience 48% ahead of the nearest competition. That means more for your money on WGBS than any other Miami area station. 15 15 From the desk of BILL JOYCE: You're seeing double when you look at the Miami market to- day. For in the last five years, total radio homes have doubled. So has the WGBS share of audience. For your share of this big market, put your money and your message) where most people listen. \ Fall Trends in Radio / TV Coiiimercials (»./ BOB loitniw MIAMI FLORIDA For this special issue. I have been asked to write about commercial trends in radio and television for the fall sea- son. I think I'll play it cagey by ad- mitting that judging a trend in televi- sion when vou're immersed in the me- dium is akin to looking for a birth- mark on the engineers nose when the locomotive is bearing down on you. Radio is somewhat easier in that its trends are gentler — except, of course, those caused by the violence of TV. In the latter category. I'd say there is a definite trend in radio toward com- mercial simplicity. This is the result of several definite television influences. The first is the bare fact that there is a thing called television. Psychologi- cally, no one who works in TV is going to kill himself to come up with a great new radio technique. If his television innovation (i.e. Be Happy — Go Lucky) works in radio, swell! But I can't be- lieve that a radio copy theme or gim- mick which couldn't be televised would arouse much of a ripple in the pool. Second, as I mentioned last month, television has taught us the power of the human personality; it has re-em- phasized the persuasiveness of the skilled salesman. So we shall see (hear, that is) more straightforward selling in radio, and rightly so. Third, there is the fact that televi- sion is stealing audiences from radio. Although radio prices for both time and talent have come down, further economy is ahead. Hence fewer peo- ple are going to use the Boston Sym- phony for their jingle — or even an octet . . .another reason for the trend to simplicity. Now lest the aforementioned leads you to the conclusion I'm convinced that the radio copy of tomorrow is go- in"; to suffer a lot and thus become less effective, let me state that I believe the contrary is true. I think radio selling is going to get smarter! More effective! More adver- tisers will turn to the disk jockeys and participating charmers and those per- sonalities ("stars") who aren't above delivering their sponsors commercials. This can only lead to stronger copy— whether it's placed in a fringe time- Kefauver probe showed power of personality spot on an independent station or in a fat network slot. In other words, there'll be more grassroots radio on the immediate horizon which is sure to mean more sales. Radio still is a fab- ulously effective mass medium. As to copy trends in television, well —I've got a lot of beliefs. In the first place I think there might well be a great deal less animation — for two rea- sons. Cost is the obvious one — but, more important, the great rush to be funny is about over. In other words, I think there may be less mis-use of animation. Where a product wants memory value, intrigue, impact of a sort — where lack of reality and believ- ability won't impair the sales story— there you'll get your clever animation. But not everybody will whip into whimsy before analysing what impres- sion he should be trying to make. I think there yvill be more live copy on live television shoyvs. Film has im- proved tremendously. But its cost, its 12 SPONSOR time-factor and its inflexibility coupled with the development of more good tel- evision announcers will lead us to do more live show commercials. A year ago I wrote an article stat- ing that Dick Stark was just about the only real top-notch TV announcer I'd run into. Today I know a dozen fine ones — and I'm sure most of the folks in television feel the same way I thank goodness! ) . I think camera work will be more di- rect in the presentation of this copy. That is there will be less button-push- ing, fewer unnecessary dollies, pans, dissolves. We've seen a Senator Ke- fauver fascinate us without a change of shot for five full minutes and a Mr. Costello's hands hold us spellbound for just as long. Yes, we're learning to leave things alone. As for film, its quality is already a thousand per cent better, and it will continue to improve. Everybody — the film makers, agencies, and advertisers alike have learned volumes about film- making for television. Lighting is bet- ter, acting has improved, sets are sounder and writing is way up. Then, too, television receivers have bigger screens so the monotony of the close- ups we were forced into at first can now be relieved. Details can be seen to be appreciated. And, of course, depth will add interest. Every day will see fewer shaking an- nouncers and vacant-eyed actresses whether on film or live. We 11 see more poise and assurance. And, as in live copy, fewer camera effects. The barn door and flip-wipes will be reserved for the places where the\ actually ad- vance and enhance the thought. The cut and the dissolve will be our most- used transitions. And finally I believe I here, I'm highly prejudiced, to be sure I we will see the best advertising that has yet been devised in any medium. We've gotten wise to this new thing that gives us both sight and sound; at least a lot wiser than we were. So I think we're going to set the ad-business on its ear. Despite what are said to be prohibitive costs, I believe selling via television is well on its way to proving itself a bo- nanza. Even poor commercial copy works. Good copy will do the impos- sible. Which is why I think we'll be seeing a great deal of really good com- mercializing on television in the sea- son ahead. * • • THIS IS NO JEREMIAD, BUT . What's the Matter With Radio? First, we don't agree that it's television. T\ isn't ^"ing to stop newspapers, magazines, books — and certainly not radio. Next, nothing much that radio itself cannot remedy. Third, the nation needs the vast communications, entertainment and informa- tion system which has been woven into the fabric of our lives. BUT the things that are hurting radio are numerous and varied, and every segment of the industry that has been built up on it needs to do some soul- searching. We have over-commercialized radio, with hitch-hiker-, cow-catchers, spots and double spots and maybe snow-plows, and cabooses. Instead of giving it a chance to do the selling job it can do, arent we treating the audience like a crowd at a side show, and yelling louder — and longer.'' If that's good advertising, which we doubt, it isn't g I radio. Of course such methods build sales resistance. So, to get their money's worth, one segment of the industry forces rate reduc- tions, which are uneconomical and unsound for a medium which still is as good a buy, if not better than any. at the price. Compare the stability of radio rates and returns with the increased costs of every other medium of advertising. Understand that we are not talking exclusively about network operations; we refer, also, to the slipping that has been going on in individual station- i case of the industry slipping on something more than a banana peel. And what are receiver manufacturers doing to help radio? Recognizing that there are exceptions to generalizations, it nevertheless is a fact that the indus- try as a whole is making it harder for the average listener to tune in bis favor- ite station or stations than ever before. With the over-crowded condition of the AM broadcast band, stations are jammed closer together than ever before. At the same time radio dials are pushed together so that you can tune only by guess and by gosh. We used to have electronic and other aids to tuning. Whither have they gone? Haven't we, in a suicidal price-war, cut the quality of the receivers in these respects to the point where they no longer deliver the convenience to which the listeners are entitled? If these same conditions prevail, as efforts are made to establish FM, that medium never will get out of swaddling clothes. If the automobile manufac- turers followed the same kind of policy we today would have poorer cars in- stead of better; rather, by raising the quality and standards, the auto industry has earned and commanded higher prices. This is not a one-man nor a one-station program to reform the industry; we scarcely have time enough to run our own business in a manner to minimize some of the conditions we call to your attention. We don't pretend to be blame- less, but we are taking a sharp look t<. see that this -elf-criticism is put to work in our own back yard. And we hope that --< >m>- or many of those having a great interest — and the advertisers surely do by reason of their vast investment in the medium over the years — will do some real skull practice. We hope all will decide to do some- thing about it individually and so far as conditions permit collectively. There is no benefit to anyone, least of all the advertiser, in down-grading a medium of advertising which he needs and which in our judgment will be used by many for long year- to come. \. 11. KIRCHHOFER, Vice President WBKV Inc. P.S. lint isn't tins the time to stop .similar practices in Tl wmm NBC BASIC • BUFFALO 16 JULY 1951 13 Penetrate ALL of America's! n n _j~\ . shopping cente WFIL BLANKETS PHILADELPHIA... For blanket coverage in Philadelphia— city of two million — schedule WFIL. WFIL regularly reaches four-fifths of all the city's radio families . . . 451,260 homes where WFIL is a family buying guide. And WFIL is still growing. It's the only Philadelphia network station to show both day and night audience gains in BMB's latest survey . . . 18.5% more families (day) and 16.1% more families (night). You can't pass up Philadelphia, capital of America's 3rd Market . . . you can't pass up WFIL, first on the dial in Philadelphia. ...BLANKETS THE WHOLE 14-COUNTY MARKET Don't ignore any of the 14-County Philadelphia Retail Trading Area. Here is a zone of more than 4,400,000 people. Here, in more than two-thirds of the radio homes, 769,550 families consistently tune WFIL. In this rich market area WFIL's signal penetration is strongest . . . you reach all of the 147 "home markets" outside city limits where a majority of the area's prosperous population lives and buys. And WFIL takes you to a huge bonus area beyond the 14 counties. Total coverage: 6,800,000 people. To reach these customers schedule WFIL. rd Market or millions ! ELMER H. WENE, Vineland poul- tryman — The head of Wene Chicks and his family typify WFIL- adelphia's 32,567 farm households with buying power 98 per cent above average. He is a WFIL fan. A. O. SCHAEFER, Philadelphia steel maker — As Vice-President of The Midvale Company, he helps pay wages and salaries totaling $1,812,770,000 to workers in WFIL- adelphia's 8,566 industrial plants. KATHRYN L. BATCHLER, Glass- boro housewife — Like so many of the 2'/2 million women over 21 in WFIL-adelphia, Mrs. Batchler listens long and hard before she buys . . . and she listens regularly to WFIL. SIDNEY THAI, Chester grocer— 4,400,000 people in this hungry 14- County market eat groceries worrh more than $1 billion a year. Mr. Thai's Edgemont Beef Company is one of 460 food stores in Chester. RAYMOND R. BEHRMAN, Phoenixville appliance dealer — Dealers like Behrman and Wiess sell $198,872,000 worth of house- hold goods a year in WFIL-adelphia. He is a regular WFIL listener. more dials are turning to . . . more dollars are turning to . . . We're not going into a long song and dance on "why WHDH is Boston's most productive radio station ...figures don't lie, and here are some honeys! rr PULSE OF BOSTON RATINGS January through April, 1947 vs. 1951 YEAR 1947 1951 1.75 3.43 9:35-10:00 2.07 5.17 2.83 4.60 2.74 4.03 2.44 5.41 2.25 4.53 8:00-10:30 1.77 2.78 10:30-12Md 1.07 1.99 COST PER THOUSAND PER ONE-MINUTE SPOT 1947 1951 $1.14 $ .59 $ .97 $ .45 $ .99 $ .59 $ .73 $ .50 $ .82 $ .56 $1.11 $ .60 $1.41 $ .79 $1.87 $ .74 PERCENTAGE INCREASE IN NATIONAL SPOT BILLING, 1947 vs. 1950 304.8% *FOR FURTHER DETAILS SEE YOUR JOHN BLAIR MAN B> *- BOB CLAYTON CHRIS EVANS the Boston station with the "winning personalities" 50,000 WATTS • 850 ON THE DIAL BOB DELANEY REPRESENTED NATIONALLY BY JOHN BLAIR 8. CO. WHDH RAY DOREY /*"V ?! * FRED B. COLE JOHN DAY CURT GOWDY KEN & CAROLINE 16 SPONSOR Neiv and renew I. New on Television Networks 16 JULY 1951 SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration American Home Products Hazel Bishop Inc Cluett, Peabody & Co Colgate-Palmolive-Peet Co Congoleum-Nairn Inc Cory Corp General Electric Co General Electric Co General Foods Corp Jacques Kreisler Mfg Corp Lambert Pharmacal Co Mennen Co National Products Corp Packard Motor Car Co Pearson Pharmacal Co Procter & Gamble Co Procter & Gamble Co Ronson Art Metal Works Inc Schick Inc Blow CBS-TV 47 Raymond Spector NBC-TV 55 Young & Itul. i. .n.i ABC -TV 39 Sherman & Marquette CBS-TV 32 McCann-Eriekson NBC-TV Daneer- Fitzgerald- ABC-TV 39 Sample Young & KhI.h ..... CBS-TV 25 Y'oung & It ul.i. ..... CBS-TV 49 ^ oung & Rubicam NBC-TV Hirshon-Garfield ABC-TV 17 Lambert & Feasley CBS-TV 15 Duane Jones DuMont 25 Marfree DuMont Young & It ul.i. ..... ABC -TV 39 Harry B. Cohen CBS-TV 35 Blow CBS-TV 61 Benton & Bowles NBC-TV SO Grey CBS-TV 20 Kudner CBS-TV 38 Unnamed; M-F 12:15-30 pm; 24 Sep; 52 wks Freddy Martin and his Orchestra; Th 10-10:30 pm; 12 Jul; 7 wks Don Ameche's Musical Playhouse; alt Th 9-10 pm ; 5 Jul ; 26 wks Unnamed; W 9-9:30 pm; 4 Jul; 52 wks Kate Smith; alt half hour W 8-9 pm; 19 Sep; 52 wks Don Ameche's Musical Playhouse; T, Th 12:45- 1 pm; 2 Oct; 52 wks Garry Moore Show; M, W, F 1 :30-45 pm; 17 Sep; 52 wks General Electric Guest House; Sun 9-10 pm; 1 Jul; 9 wks Young Mr. Buttons; Sun 7:30-8 pm; 26 Aug; 52 wks Tales of Tomorrow; alt F 9:30-10 pm ; 3 Aug; 52 wks So You Want To Lead a Band; Sat 7-7:30 pm ; 28 Jul; 26 wks Twenty Questions; F 8-8:30 pm ; 6 Jul; 52 wks What Makes TV Tick?; T 11-11:15 pm ; 3 Jul; 52 wks Don Ameche's Musical Playhouse; alt Th 9-10 pm ; 5 Jul; 26 wks Unnamed; F 10:30-11 pm; 20 Sep; 52 wks Unnamed; M-F 12:30-45 pm ; 3 Sep; 43 wks Red Skelton; Sun 10-10:30 pm; 30 Sep; 52 wks Unnamed; Sun 6:30-7 pm ; 29 Jul; 52 wks Unnamed; T 9-9:30 pm; 4 Sep; 52 wks 2. Renewed on Television Networks SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration Chesebrough Mfg Co Colgate-Palmolive-Peet Co Pabst Sales Co Pillsbury Mills Inc Radio Corporation of America Speidel Corp United States Tobacco Co Cayton NBC-TV 32 Sherman & Marquette NBC-TV 60 Warwick & Legler CBS-TV 59 Leo Burnett CBS-TV 58 J. Walter Thompson NBC-TV 57 SSCB NBC-TV 46 Kudner NBC-TV 61 Greatest Fights of the Century; F 10:45-11 pm; 6 Jul; 52 wks Colgate Comedy Hour; Sun 8-9 pm; 2 Sep; 44 wks Boxing Bouts; W 10 pm-conclusion ; 26 Sep; Arthur Godfrey & His Friends; alt W 8-8:30 pm; 4 Jul; 52 wks Kukla, Fran & Ollie; M 7-7:30 pm ; 27 Aug; 13 wks Speidel Show; M 8-8:30 pm; 17 Sep; 15 wks Martin Kane Private Eye; Th 10-10:30 pm ; 30 Aug; 52 wks 3. Station Representation Changes STATION AFFILIATION NEW NATIONAL REPRESENTATIVE KOAT, Albuquerque, N. M. KOTV, Tulsa KRSN, Los Alamos, N. M. KTRC, Santa Fe, N. M. WKAT, Miami Beach WMAL, Washington, D. C. WMAL-TV, Washington, D. C. Willi Miami Independent ABC, NBC, CBS, DuMont Independent Independent MBS ABC ABC Independent Adam J. Young Jr, N.Y. Edward Petry & Co, N.Y. Adam J. Young Jr, N.Y. Adam J. Young Jr. N.Y. Ra-Tel Representatives, N.Y'. Katz Agency, N.Y. Katz Agency, N. Y. Adam J. Young Jr, N.Y. 4. New and Renewed Spot Television SPONSOR AGENCY NET OR STATION PROGRAM, time, start, duration American Cigarette & Cigar Co American Cigarette & Cigar Co American Home Foods Inc American Maize Products Co SSCB SSCB Ted Bates Kenvon & Eckhardt WBZ-TV, Boston WNBW, Wash. WBZ-TV, Boston WNBT, N. Y. I -.nil. anncmt; 2 Jul; 13 wks (r) I ....... anncmt; 3 Jul; 13 wks (r) 20-sec stn break; 6 Jul; 13 wks (r) I -mill anncmt; 6 Jul; 13 wks (r) • In next issue: New and Renewed on Networks, New National Spot Radio Business, National Broadcast Sales Executive Changes, Sponsor Personnel Changes, New Agency Appointments Numbers after names refer to category in New and Renew: S. Armstrong (5) C. F. Bell (5) E. C. Bradley (5) Harry W. Frier (5) C. F. Gannon (5) \«'ir and Renew 16 July 1951 4. New and Renewed Spot Television (Continued) Numbers after names refer to category in New and Renew: H. G. Wolsey John C. Gillis D. McVickar J. K. Martindale H. G. Sawyer SPONSOR AGENCY NET OR STATION PROGRAM, time, start, duration Atlantis Sales Corp I.' m ii Watch Co Best I I- Ine Borden Co Boi il. n Co II. m.I, n Co Brown & Williamson Tobacco Corp Bulova Watch Co Inc Continental Oil Co Eversharp lnc John F. Jelke Co Kellogg Co Minute Maid Corp New York Telephone Co Norwich Pharmacal Co Pearson Pharmacal Co Procter & Gamble Co Procter & Canihlc Co Bonson Art Metal Works Ine Standard Brands Ine Sunshine Biscuits Inc United Air Lines J. Walter Thompson J. D. Tarcher Benton & Bowles Young & Ruhicam Young & Ruhicam Doherty. Clifford & Shenfield Ted Bates WCAU-TV, Phila. WRGB, Schen. WNBT, N. Y„ and 1 other stn WNBW, Wash. WNBT, N. Y. KTSL. Hlvwd. WTOP-TV, Wash. Blow WBTV, Charlotte 20-see Geycr, Newell & Ganger KSL-TV, Salt Lake 1-niin Biow WTOP-TV, Wash. 1 ii. in BBDO WNBK, Cleve. 20-see Kenvon & Eckh ir.ll WCAU-TV, Phila. 1 null Ted Bates WCBS-TV, N. Y. 20-see BBDO WCBS-TV, N.Y. 1 -min Benton & Bowles WNBQ, Chi. 20-see Harry B. Cohen WTOP-TV, Wash. 20-scc Biow WCBS-TV, N. Y. 1 -in in Conipton WPTZ, Phila. 20-see Grey WBZ-TV, Boston 20-see Conipton WPTZ. Phila. 20-see Cunningham & Walsh WNBT, N. Y. 20-sec N. W. Ayer WNBQ. Chi. 20-see 20-sec annemt; 1-min panic; 3 Jul; 13 wks (n) 20-sec stn break; 2 Jul; 52 wks - tival, which has unquestionably contributed to the nations vastly-increased corn production. All these and many other Public Education projects are sponsored . . . by WHO alone! This is Point Five in the Five Point System of Programming Evaluation, which helps explain WHO's outstanding position as a public facility and as an advertising medium, in Iowa Plus. We suggest your consideration of this and the other four points as vital factors in time-buying. 16 JULY 1951 19 Font Border fo Borcferand C&ast to Crae L.-' BUILDING AND LOAN • FORWARD AMERICA — Home Builders & Loan Assoc. & Globe Homestead, New Orleans, La. • LYN MURRAY SHOW Hazleton Savings * Loan Company, Hazleton, Pa. • RAY BLOCH SHOW — Zanesvllle Federal Savings & Loan, Zanesvllle, Ohio • FORWARD AMERICA - Bartlett Mortgage Co., St. Joseph, Mo. . . . and hundreds morel SHOE STOR • DAVID ROSE SHOW - Esmonds Shoes, Connersvllle, Ind. • HOMEMAKER HARMONIES— Bakers Shoe Stores. Ontario, Oregon. • RAY BLOCH PRESENTS — Johnson Shoe Mlg. Co., Manchester, N. H. • LYN MURRAY SHOW Rltchles Shoe Store. Reglna, Sask , Canada. • WEATHER JINGLES Weatherblrd Shoe Dealer, Cedar City, Utah . . . and hundreds morel FARM EQUIPME • DICK NAYMES SHOW - Harvester Co., Lawrence, • STEAMBOAT JAMBOREE Dli Evans, Ltd., Nanalmo, B.C , • FARM PROGRAM SIGNATURE Farm Equipment, Statesvllle, N • FORWARD AMERICA North DM Elevator Co., Grand Fork, N D . . . and hundreds i • STEAMBOAT JAMBOREE -Trevellyan Bulck Company, St. Louis, Mo • FORWARO AMERICA Keystone Motor Com- pany, Wilkes Barre, Pa. • FREEDOM IS OUR BUSINESS Earl Hayes Chevrolet Co., Dallas, Texas. • EDDY HOWARD SHOW Dlnsmore Chevro- let Sales, Havre de Grace. Md. . . . and hundreds morel • GIFT OCCASION CAMPAIGN O'Connor Drug Co., North Platte, Nebr. • STEAMBOAT JAMBOREE— Henry Levlnger Retail Drug Store. Baker, Oregon. • THREE SUNS Badgers Drug Store, Sara- sota, Fla. • CHAPEL BY THE SIDE OF THE ROAD Richard's Drug Company, Pampa, Te . . . and hundreds m< • FATHER'S DAY CAMPAIGN De ing Co., Chattanooga, Ten*. • SONGS OF OUR TIMES- Morse Shop, Eugene, Oregon. • STEAMBOAT JAMBOREE Ham Shop, Waterbury, Vermont. • MEN'S CLOTHING Stanley's CK ramento, Calif . . and hundret • DICK HAYMES SHOW— Bear's Dept. Store, York, Pa. • FREEOOM IS OUR BUSINESS — Collins Bros. Dept. Store, Marlon, Va. • FORWARD AMERICA -Lane-Bryant Dept. Store, Pittsburgh, Pa. • HOMEMAKER HARMONIES— Sears Roebuck & Co., New Brunswick, N. J. • 6IFT OCCASION JINGLES — Millers Oept. Store, Olympia, Washington. . . . and hundreds morel • FORWARD AMERICA - Citizen's State Bank, Houston, Texas. • FREEDOM IS OUR BUSINESS — Ulster- County Savings Institution, Kingston, N. Y. • WEATHER JINGLES— American Bank * Trust Co.. Monroe, N. C. • TIME SIGNAL JINGLES Tradesmen's Bank « Trust Co., Vlneland, N. J. . . and hundreds morel PPLIAN • NOME IMPROVEMENT CAMPAIGN - Reld Hardware a Electric Co., Arkadelphla. Ark. • HOMEMAKER HARMONIES Wlneland Ap- pliance Store. Meadvllle, Pa. • FORWARD AMERICA Belk Jones Co, Teiarkana, Tens. . . . and hundreds morel • FLORIST JINGLES LsBarge Flower Store, Burlington, VI • MUSIC IN THE MORGAN MANNER Florist Association. Blnghamton. N r • GIFT OCCASION CAMPAIGN Frank M. Page, Inc., Florists, Springfield, Mass • STEAMBOAT JAMBOREE Klmmerllng Bros., Roanoke, Va. • FORWARD AMERICA Statesboro Floral Shop, Statesboro, Ci . and hundreds morel • HOMEMAKER HARMONIES Furniture Co., Storm Lake, lows • FREEDOM IS OUR BUSINESS Bros., Albany, N. Y. • FURNITURE JINGLES N Co , Lincoln, Nebreska. • LEAN BACK 4 LISTEN Co., Sarasota, Flo. . . . and hundreds • FREEDOM IS OUR BUSINES City Union ol Plumbers, Okli • FORWARD AMERICA America ent Medical A Health Asso< Diego. Cam • STEAMBOAT JAMBOREE Co, Jackson, Miss • HOME IMPROVEMENT CAMPAIGN Glass A Paint Co., Fargo, head, Minn _ 4 IAIER HARMONIES Canadians I !t, ltd., Grande Prairie, Alberta. at, I ID AMERICA Florida Power Corp., tersbutg, Florida. JO AMERICA Columbus Southern . lectnc Co . Columbus. Ohio OM IS OUR BUSINESS Gulf States ct Co., Baton Rouge, la and hundred* morel ■BOAT JAMBOREE James Allen A I ur, Charleston, S C I )0M IS OUR BUSINESS R E. Coro j In Co., Macon, Ga , M TIME JINGLES Grant jewelers. isboro, K? LNY JINGLES J. Oaynet Jewelry, , Utah. . end hundreds morel ■ DICK HAYMES SHOW lorden's, lit Rouie. la • HOMEMAKER HARMONIES lorden'sj Modesto, Calif • FORWARD AMERICA lest E»er Dairy New Castle, Indiana. • MUSICAL WEATHER JINGLES — loeh'S Dairy, Norwich, Coda. • STEAMIOAT JAMBOREE - Calgary Milk Foundation. Calgary, Alberta, Can . and hundreds morel • FUR JINGLES I Cniasson Furs, Edmunds- ton, New Brunswick. Canada. • DICK HAYMES SHOW llcha Firs, Ll ' Cnsse, Wisconsin. • FUR STORAGE CAMPAIGN Polisette Fori 4 Greenbiatt's Fort, Fort Wayne, Ind • LYN MURRAY SHOW Wermith Furs, Slews Falls, 1 0 BEVERAGE HAYMES SHOW Coca Coll lottling Rocky Mount, N. C. HAYMES SHOW George Wiedemann ring Co , Vlncennes, Ind. IETY HOUR Filstill Brewing Co, Orleans, La. IC IN THE MORGAN MANNER Allan Boer, Columbia, S C. ICAl TIME SIGNALS 1869 Coffee 4 Inc., Waco, Tens. BALL PROGRAM SIGNATURE Miller's I life leer, Bradford, Pi. . and hundreds morel «ARD AMERICA Wooden i uncr Co., Xinsas City, Mo. D ROSE SHOW 0 H. P. McCord 4 Ins . Biker, Oregon IMBOAT JAMBOREE w G. Birmore, N-tflald, Calif. 'El BY THE SIDE OF THE ROAD er ACoi inc., Covington, Va. DOM IS OUR BUSINESS local Prelection Co., Glens Fills, Time-Buyers Account Execuri Your WORLD AfMiale station it your best for lop quality ihowi locally. Chock your WORLD ttalion for tho new Robert Montgomery .how. "FREEDOM IS OUR BUSI- NESS," Steamboat Jamboroo," th« "Oiclc Haymct Show," "Forward America" and tho "lyn Murray Show." WORLD Commercial Jin- gl»», another WBS special feature, include time and weather attention- gettert and all manner of arrest- ing sponsor-identification for jew- elers, furriers, automobile dealers, furniture stores, apparel shops and many more. World Stations Have the Shows, the Ratings, the Know-How! Week After Week World-Affiliates Report Long-Term Money-Making Contracts With WORLDS Ever-Growing Features and Over 42 Special Campaigns . . . Backed by Powerful World-Planned Sales Helps! i i i PROGRAM SERVICE WORLD BROADCASTING SYSTEM, INC. 488 Madison Avenue, New York 22, New York morel The chant of the Tobacco Auctioneer will soon be heard throughout agriculturally Rich Eastern Carolina . . . which means MILLIONS of DOLLARS in the pockets of WGTM LISTENERS CASH IN on this, one of the Nation's Richest Harvests by Selling with WGTM 5,000 Watts • CBS Aft. WILSON, N. C. The World's Largest Tobacco Market 'Phone, write or wire ALLEN WANNAMAKER Cen. Mgr. WCTM, Wilson, N. C iripiiir Harold L. Schafer President Gold Seal Company, Bismarck, N. D. Gold Seal sells over 50,000 cans of Glass Wax daily ; its total share of business at the retail level for all products amounting to almost $20,000,000 yearly. But it hasn't always been this way. For the graphic rise of Gold Seal is a high-gloss tribute to the limit- less vitality of 39-year-old Harold Schafer who built his business from a $902 gross in 1942 to where it is now — one of the top 10 in the floor wax industry. Key factors in this expansion are Shafer's confidence in broadcast advertising, his know-how, and quick thinking opportunism. Typical Schafer sagacity: (1) he dramatically tied in the anti-slip quality of Gold Seal floor wax with his sponsorship of state high school basket- ball tourneys in Minnesota; (2) told of an availability on Arthur Godfrey's network show via long distance phone, he OK'd its pur- chase before he hung up; (3) purchased the Kefauver investigation telecasts in Chicago to advertise his clean-up products. Gold Seal's broadcast history started modestly with announcements written and sometimes personally broadcast by Schafer in his home state, North Dakota. But bigger plans for Glass Wax were being formulated by Schafer, an ex-hardware supply salesman and 230- pound buman dynamo. After pre-testing in Duluth, Schafer gam- bled everything in Chicago. He moved in with all media, utilizing radio heavily. Within six weeks, 44% of all Chicago housewives were using Glass Wax. From there product sales burgeoned. Currently Gold Seal runs announcements on 53 radio and TV stations including several of the North Dakota stations Schafer utilized before he went "national" (KFYR, Bismarck, KLPM, Minot). Present broadcast strategy for Gold Seal and their agency, Camp- bell-Mithun: to hit hard on key stations during the spring and fall when the sales story for Glass Wax is likely to find a most sympa- thetic audience. From the fall of 1948, when Gold Seal bought a 15- minute segment of Arthur Godfrey, over 50% of ad expenditures have been in radio and TV. The peak was reached in 1950 with broadcast advertising representing 70% of total time and space bud- gets— or well over a million dollars a year. 22 SPONSOR MR. SPONSOR: {| WJBK sells Black Raspberry ^^ A NEW DRINK TO 1 OUT OF EVERY 4 DETROIT HOMES . . . WITHIN 5 WEEKS! June 22, 1951 Jack.thewBieBKlb°y Station WJBK Dear Jack: Though tare's talk ^Uing.^^^ badly in TV market the ou ^ Bellboy" program in these reports iegyour ^ gtronger and more De t roii . "c than ever! rl.pnt Faygo Beverage You will -call that ojJ^^ncemSts on your Co-- cautiously trxed ajew^sp h ^ Sece^So. le itepp-d ^l^-en Stic > al I The results we re-- to put sq conslstently • That's why we ve been w ^^ Raspbe .-, _ rn„,0 Fruit tiiaois. when we broke the new Fay go True r ^ R-week campaign . . • f"a°his area within 5 weeks n ■ " • einathis area wtthin 5 weeks. i Tout'of every 4 homes m this ar^^ ^ thg veai , jr »"• — the 8-week campaign in 1 out of every 4 home5 in before in the Nothing Uke^t has eve^^^ beverage traae a." Thanks for a job well done work. Keep up the good Cordially yours. a. ice, Julian A. Gj JreBSU&R fc CO. H- JAG:bjr in only /hether f/~* Think of it! 25% of Detroit homes bought a brand new drink in only 5 weeks. Whatever your selling problem in busy Detroit, whether contest promotions, sales of beverages or dancing lessons, WJBK's high Hoopers and tremendous listener-response make WJBK the best advertising buy for greatest sales results. Call your Katz man today. WJBK -AM -FM -TV DETROIT The Station with a Million Friends ES HEADQUARTERS: 488 MADISON AVENUE, NEW YORK 11, ELDORADO 5-2455 Represented Nationally by THE KATZ AGENCY, INC. V 16 JULY 1951 23 i Ml ItW iVete developments on SPONSOR stories with • Listenership gain of 59.5% • Every Top CBS Program • Audience compelling local programming ♦Since 1940 New Homes 30,221 New Commercial Buildings 1216 National Representative, dam J. Young, Jr. F. E. Busby, General Manager See: "What pulls 'em in?" Issue: 19 June 1950, p. 24 Subject: Dollar-for-dollar comparison of newspaper vs. radio selling impact In four recent Washington ARBI studies conducted for WRC. NBC-owned station in the capital, radio advertising produced more traffic and a greater percentage of dollar volume than did equal dollar expenditures for newspaper advertising. Stores taking part in the test were Woodward and Lothrop I department store) and Jelleff's Inc. (women's specialty store), with general arrangements handled by Mahlon Glascock, WRC sales manager. ARBI's key findings: radio brought in large numbers of customers who hadn't seen newspaper advertising, proving radio offered ad- vertisers a separate market not reached by newspapers. Radio adver- tising also had a higher cumulative effect than newspapers; in the three-day study, radio-induced traffic built up steadily but newspaper traffic dropped off on the third day. In Los Angeles recently. Barker Harris and Frank. Sears Roebuck & ARBI tests with L. A. newspapers. Sweeney, KFI general sales manager, radio is winning conclusive victories. In Oakland. Cal.. KROW sold Sears Roebuck a year-long schedule consisting of 10 announcements daily, six days a week on the basis of evidence about radio uncovered in an ARBI test. The store spent $340 for an ad in the Oakland Tribune, made a careful tally of the results. Then, 10 days later Sears spent the same money with KROW for 50 announcements over three and a half days. The newspaper sold 141 changes of oil; 427 rose bushes; 22 table model radios. Radio's tally: 257 oil changes; 1,161 bushes; 47 radios. Norman Neubert, NBC's merchandising manager, gave department stores additional insight into radio's effectiveness recently. In a speech before the National Retail Dry Goods Association — "Making Radio Pay Its Way in Sales" — Neubert pointed out that radio lis- tenership averages four hours and four minutes daily per listener: newspaper reading time per person, 58 minutes. Brothers, Eastern-Columbia, Company all participated in There, according to Kevin See? "Bakers on the air" Issue: 25 September 1950, p. 23 Subject: Air promotion by national, regional and local baking firms builds store bread sales The Quality Bakers of America Co-Operative Inc., is a longtime user of announcements and singing commercials via spot radio. But last month the co-operative group of local bakers tried a one-shot network radio show, a 30-minute semi-documentary called Key of Glass and starring Frederic March and Deborah Kerr on 75 ABC stations. Theme: a story marking the 10th anniversary of the addi- tion of thiamin to bread. The cost was a bit over $20,000. with the reaction from the baking industry and radio people enthusiastic. So much so, that Quality Bakers have surveyed their group as to the possibility of doing six network shows this fall. These plans are rumored: the programs will have "name'' leads; three of them will take the semi-documentary tack of the initial venture by heralding different discoveries of vital importance to the baking industry. The other three shows will have themes based on holidays like Easter. Thanksgiving. Christmas. Entertainment will be the keynote. 24 SPONSOR RADIO AND TELEVISION STATION REPRESENTATIVES NEW YORK BOSTON CHICAGO DETROIT SAN FRANCISCO ATLANTA HOLLYWOOD 10 How is your sales- prospecting these Over here on the Mutual range, sd the smartest oldtimers in the busin< making new discoveries every d jo] Lrt listeners ... at lowest costs ... all t 8 the clock ... all week long . . . This simply confirms what Mister PLl pov saying right along: network radio (on pi, the one network concentrating 100% jdio) is second to none as an efficient, i cost tool for mass sales. now Mutual morning time, one of the st customer-deposits of all, is cinching proof of these values, as sure as sunrise. Alka-Seltzer, Bab-O, Kraft, Lucky Strike, Old Gold, Quaker Oats . . . this is the company of advertisers whose programs are now reaching bigger audiences than ever— in the forenoon on the PLUS Network. The signpost below can point an immediate route to better sales prospects for you! WPAT announces a Rate Increase* effective Sept. 10, 1951 Radio's 3 Its PROVE WPAT The PREFERRED STATION in Rich North Jersey Ratinqs The 1951 Bergen-Passaic County PULSE (223,000 Radio Homes**) PROVES WPAT greatly increased its 1950 LEAD OVER ALL NEW YORK & NEW JERSEY Independents and gained strongly on all Network stations. we're up 20% WPAT'S Greater New York-New Jersey TOTAL AUDIENCE (Pulse — Jon-Feb-Mar 1950-51) shows another hefty increase. we're up 25% Response Commercial mail total of 20,104 for January 1951 PROVES WPAT'S STRONG POSITION IN ESSEX COUNTY (250,000 Radio Homes**) and parallels the 1951 Pulse Report for Bergen-Passaic Counties. (SEVENTY-FOUR PERCENT of the N. J. mail was received from ESSEX, BERGEN & PASSAIC counties— representing nearly ■■_■ MILLION RADIO HOMES! These are but a few QUANTITATIVE facts related to WPAT'S audience — in the rich North lersey market. AND REMEMBER — every measurement continually proves — NEARLY 2 3's OF OUR TOTAL AUDIENCE IS IN NEW YORK CITY. QUALITATIVELY — and most important of all — Results/ Agency for a current national drug account writes: "You are the TOP STATION IN THE UNiTED STATES FOR RESULTS and we are USING OVER 700 STATIONS on a selected list. We think your RATE INCREASE ABSOLUTELY JUSTIFIED". A leading North Jersey department store reports the largest out-of-town business in its history following a series of two-day spot campaigns on WPAT. A major TV manufacturer just renewed for the THIRD CONSECUTIVE YEAR as a result of, we quote: "WPAT continues to sell home demonstrations at one of the lowest costs of ANY radio station in the New York-New Jersey market". A nationally known dry cleaning chain with almost 200 stores in the New York-New Jersey area reports: "After only two weeks we are enjoying big increases in business in many localities directly traceable to WPAT advertising." WPAT — NORTH JERSEY BROADCASTING, INC. — PATERSON, N. j. — 5000 watts — 930 k.c. *6 months protection. Approx. 20% announcement increase — program segments variable... «"»1949 BMB Figures. 28 SPONSOR White Rock and K & E executives mull over their fall plans Q. What kind of TV should we buy? Q. How much should go for radio as against TV in TV areas? O. Should we build our own local shows? Q. Should we buy film or live? Q. What can we do about a distribution problem which makes network sponsorship almost ridiculous? Q. Suppose we can't get good spot availabilities? Q. How can we merchan- dise the show? Q. Isn't a live commercial better than filmed spots? Q. Will this featured personality work on promotions or can't he be bothered? S. Van Die, K. & E. A. E.; A. Y. Morgan, Pres. White Rock; T. Prosser, Ad. & Sis. Dir.; H. Davis, K. & E. V.P.; E. Scoville, K. & E. AM-TV Mgr. Fall 1951: Much money, many problems While profit potential is rieh, economic dangers abound. Here's a quick look at SPONSOR'* Fall Facts issue, designed to aid decision makers over-all Stalin's gamble in Korea may yet pay off if peace prospects create business-as-usual re- action in U. S. commercial and govern- ment circles; prices tumble rapidly; if present high inventories in many cate- gories of goods are disposed of at a sacrifice. It is in the face of dangers like these that advertisers make their fall plans. 16 JULY 1951 They must gear themselves not only to outsell the competition, but to keep the country's system of distribution itself from bogging down. The opportunities are rich. Average weekly earnings in manufacturing in- dustries, for example, were at $64.35 weekly in May of this year compared with $57.54 last May, according to the U. S. Department of Commerce. De- partment store sales were slight!} higher in mid-June \{)r>l than the same period last year. Defense contracts will begin pouring money into the eco- nomy in an ever-increasing stream until at \ ear's end an expected spend- ing level of $50 billions annually is reached (present level: $30 billions). Summed up. the fall situation for business is: much money, many prob- 29 'Big Show" will be back as symbol of NBC faith in AM though ratings were disappointment lems for sponsors. To help businessmen plan effectively for fall campaigns, sponsor has sur- veyed all aspects of radio and tele- vision in this, its fifth annual Fall Facts Issue. Recognizing that the role of radio and television has never been more important, that the problems of making wise advertising decisions have never been more difficult, the edi- tors have attempted to sum up in a series of questions and answers facts and factors most important to spon- sors for this fall. sponsor's report to advertisers is broken down into six major sections: Spot Radio; Network Radio; Radio •* I ■ f - Hf ■ ! IjgJ %F £13181 Kj 1 ►*••.::'■■- -'..-*-. •U r .SSBSSgjPwgy" ■^SmIi =J =f|SnGHT IDPM-LA MDTTA VS HURPHy iff i EBLUSIVE-DN DUR GIANT T-f SCREEN ' , J? "an m™-CQOkm®' rl < i ^.^tvT", •$~T"\¥!i . n #»" r 'I , 1 farnk* -- . * *ff ' Jp ™ >J|iAUj w" Theatre TV adds to complexity of Fall picture Basics; Spot TV, Network TV, and Over-all (embracing subjects which are industry wide). But there can be no real separation of subjects in the advertiser's mind. What's happening in television affects radio plans; the effect of television on radio in sharpen- ing its efforts and improving the me- dium must, in turn, affect the adver- tiser's altitude toward radio. The television freeze situation is an important example, sponsor's editors found that, instead of clearing the way for more TV stations soon, the FCC allocation plan had opened up a new Pandora's box (see Network TV sec- tion I . This means that the emergence of television as a truly national me- dium must, at earliest, await the fall of 1952 or '53; that radio's role as the one low-cost, truly national advertising medium must be underscored this fall. In a situation where hard selling every- where in the nation looms as a neces- sity to business, advertisers won't have TV as an ally except in those major markets where its already over-loaded facilities are now at work. So il goes throughout all phases of radio and television one factor inter- twining with another in dizzying spi- rals: Television's effect on the box of- fice frightening sports promoters who in turn experiment I>\ granting rights to theatre I \ ; tins, in turn, stirring consumer reaction which may hurt al- ready weakened set sales. Or, network radio rate cuts spurring a sell-radio- build-radio attitude among affiliates which in turn has a constructive effect on network radio activities and morale. In the paragraphs that follow, in- dustry problems are summarized, in- cluding net radio, spot radio, spot TV, and net TV. Network radio, particu- larly, is on the roller coaster. Fall. 1951. will mark many network adjust- ments. With fall, 1951 reduced rates for most net advertisers (10 to 15% down) will begin. It will be the first season when low-cost shows completely dominate the night scene. It's a season which will see network radio continue its evolution toward flexibility — in time slot and split-network offerings; in local cut-ins designed to beam varied messages to different markets via the same show; in availability of several shows on a rotating, tandem basis. Network radio's season of change is also a time of opportunity for adver- tisers. With sponsors letting go of show franchises to shift over to heavy TV spending, tested programs are News is strong point in net programing lineups available for the snapping up. My Friend Irina (CBS), for example, is on tap at $7,500 I including transcribed repeat broadcast). Its last season 14.7 Nielsen placed it sixth among all radio programs and gave it a low cost-per- lliousand-fainilies of $3.57. Juicy buys galore can be found on all nets, many of them well-tested sales producers dropped b\ advertisers in this era of flux. Though prophets have calamity- howled network radio off center stage, there are opportunities for a come- back this fall. The need of business 30 SPONSOR Red Skelton will be among new faces on net TV for hard selling, as cited above, is one factor. Another is the steadying in- fluence improved morale will have on network sales planners. Already, they are beginning to feel that advertisers are not completely down on network radio, informal sponsor surveys indi- cate. This spirit may stimulate more creative sales activity, with the net- works going to new advertisers or ex- isting ones bearing ideas for new use of radio — rather than attempting to lure the business of other nets. Many advertisers themselves are hoping for such a renaissance (see statement by Jeff Wade, owner of Wade Advertising, Chicago, page 176). One interesting sidelight on the question of morale is NBC's The Big Show. It was a financial flop last sea- son, bringing meagre returns in bill- ings and ratings. But NBC is appar- ently determined to return with The Big Shoiu, still the keystone of its Sun- day night lineup. The net has hopes that audience will build and feels, as well, that newspaper and magazine publicity garnered by the show for net- work radio are almost worth the loss involved. The program reflects radio's determination to hold its own in the TV era — though its huge talent bud- get is atypical. (Even after leaving the air for the summer, the show's pub- licity harvest continued with the recent Life titillation-copy-and-picture biogra- phy of Tallulah Bankhead headlined on the cover.) More typically, news will continue building strength on the networks, racking up sales despite any cessation of fighting in Korea, most observers believe. Also strong are soap operas, with few shows likely to lose sponsors and new specimens being developed (particularly by ABC). The vitality of spot radio is one of the factors helping to stave off hysteria and defeatism within network ranks. Advertisers reading the radio trade press have been struck by the number of ads appearing signed by single sta- tions and frequently addressed to the networks as well as advertisers. These ads (by WOAI, WNOX, KVOO. WBT, WFAA, KFYR, WSM, Petry and WTAR among others) are testimony to the success stations continue to en- joy on a spot basis. Business has never been better for many; a number are raising their rates. With spot's development have come a number of opportunities for spon- sors. Stations are now gunning for more national business by developing new shows of interest to the national advertiser; the medium (many adver- tisers are discovering) is far more than a vehicle for one-minute an- nouncements. In searching out programing at miniscule cost, but with big-league quality, alert advertisers are studying the work of the various library ser- vices. Formerly known as music li- braries, these firms prepare indexed sets of musical transcriptions which they sell along with expertly-prepared material containing: complete scripts; recordings making up the show; in- structions on producing entire show as a professional package. While the music services sell directly to the sta- tions, advertisers can take advantage of the low-cost job they do by request- ing such programing from stations in markets where they are campaiging. Spot television, while parallel to spot radio in its functions, has devel- oped earlier in the game as an impor- tant programing medium than was true of AM spot. The continuing bottle-neck in availabilities on network TV has created a trend toward pur- chase of time for national program on spot basis — with the shows being filmed. Snow Crop and Bigelow are among the big boys using this strat- egy. Its advantages include lower cost; increased number of markets easily obtainable; better attention paid to promotion and allied services by the local station because it gains more revenue from the spot buy than it would if the same show were on net- work (see Network TV section). yes but ■ rhel n . THi) ct»'( ■ WBT CHARLOTTE, N.C Ads by stations help build morale of nets The tight availabilities stitualion on the networks will not change this fall because the freeze remains in effect. Because of the braking action the freeze exerts on TV progress, network TV programing will undergo little change for fall. There will be some new faces (Red Skelton, for example) but little innovation. * * * 'Pepper Young's Family" (left) rounds out 15th successful year, while "Women In My House" las just gone on air, demonstrating continued strength of radio's tried and true soap operas 16 JULY 1951 31 What 24 national advertisers will do this fall SPONSOR has updated two dozen of its advertising case histories to bring yon a capsuled picture of how varied firms will use the air next season TOBACCO budget Status: Americans are buying about .V < more cigarettes than they smoked last year. The leaders continue to be Cam- els, Lucky Strike. Chesterfield. Follow- ing them are Philip Morris, Pall Mall, and Old Gold. In terms of total cigar- ette output by companies, Brown & Williamson with Kools, Raleigh, Vice- roy, Avalon and Wings ranks fifth. Examples: Philip Morris spends about $7,000.- 000 out of its $10,000,000 advertising 32 for the broadcast media through two agencies. Biow for night- time shows and Cecil & Presbrey for the daytime program. Outlays like this have helped Philip Morris crash the charmed circle of the Big Six; only two have succeeded of over a hundred cigarette brands during the last 10 years — Philip Morris and Pall Mall. Philip Morris, which uses Raquet Squad, The Bickersons, Horace Heidi. Philip Morris Playhouse, and a number of other radio and TV pro- grams, pushed up sales 20%. The fig- ure recorded for the fiscal year ending 31 March was $305,804,331. Philip Morris plays up its unusual symbol — the bantam-sized bellboy. Johnny. Copy is built around the theme of "believe in yourself." Fall plans are expected to include same strong lineup and an in- crease in spot radio. Liggett & Myers are pushing Chester- fields and Fatima via highly effective radio and TV coverage. Perry Como (TV), Arthur Godfrey (TV), Bing Crosby, and Bob Hope have all been renewed for the coming season. God- frey and Como are only on an eight- week hiatus instead of usual 13. Peggy Lee and Mel Torme are holding down the Como spot, and Robert Q. Lewis is substituting for Godfrey on AM while Frank Parker and name comedi- ans fill in for the big redhead on TV show. Radio-wise, the "no unpleasant after- taste" slogan is plugged on disk jockey shows and sports coverage as well as on the network programs. Chesterfield picks up the tab for play-by-play cov- erage of the Chicago Cubs over about SPONSOR 45 midwestem stations; the N. Y. Giants are followed around the circuit by WMCA, New York, and all Giant home games are televised over WPIX. "Stork Club" and "Dragnet" continue to increase Fatima sales. AUTOMOBILES Status: The automobile boys shifted gears too soon in their promotion drives. They slowed up their advertising early in the spring in anticipation of ma- terial shortages. There are and will be shortages so that production will he cut from last year's 6,300.000 units to about 5,400,000 units this year. But that still leaves a lot of cars which have to move from dealers' floors. Reg- ulation W. combined with a general tightening of cash, brought a slump that hit the independents near the end of March and the big boys in April. You can expect accelerated advertising in the auto field to get back some of those lost sales. Examples: Two firms in an excellent position because of the know-how gained with extensive , use of radio and TV are Oldsmobile and De Soto. DeSoto- Plymouth. through BBDO, has been airing the Groucho Marx show You Bet Your Life over both radio and TV ( NBC I . Talent and production costs for the radio show are about $10,000 weekly plus another $6,000 for filming the AM version for TV. Groucho's quips have kept the country laughing and DeSoto-Plymouth dealers aappy. The show has been renewed ror another year and It Pays To Be gnorant is filling the time slots during the summer. Spot anouncements by local dealers supplement the national campaign. Oldsmobile, through D. P. Brother, Detroit, has integrated radio and TV into its advertising by sponsoring the CBS-TV news show across the board 7:30 to 7:45 p.m. The well-known Merry Oldsmobile melody has been carefully exploited in a heav f radio and TV announcement campaign. Fall K. H. Bronson, dir. ad & sales prom., DeSoto: P. H. Gorman, advertising v. p., Philip Morris: "You Bet Your Life" renewed on AM, TV With $7,000,000 air budget, fall plans include ( NBC), "It Pays to Bs Ignorant" on for summer present shows plus AM AM spot increase will probably see renewal of Oldsmo- bile's spot campaign. SOAPS & CLEANSERS Stains: ■ Detergents are continuing their dom- inance of the soap field with the bar soaps suffering. In the so-called syn- thetic detergent field. Proctor & Gam- ble's Tide is away ahead of the field. But in the granulated soap race, Lever Bros. Rinso is ahead of P & G's Oxy- dol and Duz. Like other grocery prod- ucts, the soap items were caught up in the swollen inventory problem during the spring but by now the overstocking has been largely eliminated. Exa tuples: Rinso, through Ruthrauff & Ryan, puts about half of its total ad budget, or about $1,500,000. into radio and TV. "Broadcast advertising packs a wallop," says Howard Bloomquist, ad- vertising manager for this product. "Radio, especially daytime radio, reaches a large audience at lower cost- per-thousand than any other medium, he says. Rinso uses a daily portion ol the Arthur Godfrey show, segments of Big Town both on radio and TV, and radio announcements and participa- tions in 70 cities on about 210 station-. Stress on daytime radio and nighttime TV is the likely pattern of Rinso's fu- ture air activity. In the cleanser field, Bab-O, made by B. T. Babbitt Company, relies on radio to fight back against Ajax which has been threatening Bab-0 domi- nance. Bab-0 scrapped two soap operas in December 1950 for a new strategy which includes news reports five to six times daily on Mutual plus Two Girls Named Smith on ABC-TV. a half- hour Saturday daytime drama. William Weintraub is the agency. Robert Bren- ner, Bab-O's ad chief says. "We have found the broadcast media our best bet for advertising." Approximately 80% of the company's $2,500,000 ad budget goes into the broadcast media. DRUG PRODUCTS Status: Drug firms had a good first half with sales generally ahead of last yen But there is still no unabated joj among the large drug advertisers. The Supreme Court decision upsetting fair trade laws has these firms concerned. The) don't want to see the millions they pour into advertising exploited for loss-leader purposes b\ the large (bains and department stores. Drug firms like Bristol-M) e r s. Whitehall. Sterling, and Miles have long been among the leading purchas- ers of airtime. The ain\a\s have helped make tin in giants in their field 16 JULY 1951 33 C. F. Mueller, exec. v. p., C. F. Mueller Co.: R. S. Boyd, cereals, dog foods ad mgr., Nat'l. AM news schedule which is firm's advertising Biscuit Co.: Sticking with Godfrey, other AM mainstay to continue. Spot TV may be upped net shows, adding "Kukla, Fran and Ollie" strides is Canada Dry through J. M. Mathes. Canada Dry was able to climb from $45,100,000 in 1948 to $54,403,983 in 1950 putting them second to Coca-Cola. The firm spends about $650,000 per year on broadcast advertising which includes Super Cir- cus on ABC-TV and spot radio. Firm's strategy will probably remain un- changed this fall, with the amount going to spot radio dependent on sales this summer. PETROLEUM I ;.v« in |» I «' s.- Charles S. Beardsley. chairman of the board, Miles Laboratories says, "Alka-Seltzer and radio have dove- tailed into one of those perfect unions. We knew we had a good product but we never could have told America about it so quickly and effectively with- out radio." From a small beginning in 1932 the Miles budget has grown to a point where it now totals about $8,- 000,000 annually on radio and TV or about 85% of its total ad budget. Its present schedule includes four across- the-board features: News of the World, Curt Massey, One Man's Family, Hill- top House; plus Quiz Kids, i half- hour weekly TV show. Curt Massey time coverage has been expanded. In addition to a live broadcast over CBS. it is heard recorded one week later over Mutual. Miles will probably stick with its present fall program lineup and add radio/TV spot as well. Bristol-Myers spends about $8,000,- 000 per year to push a wide variety of products, incluring Ipana, Vitalis, Sal Hepatica, Mum. and Ingram's Shaving Cream. The lion's share of the budget goes into radio and TV through a multi-agency setup that includes Do- herty, Clifford & Shenfield and Young & Rubicam. R-M uses Break the Bank and Mr. District Attorney on radio and Break the Bank and Lucky Pup on TV in a carefully balanced combination of nighttime and daytime AM and nighttime TV plus radio and TV spol schedules. Schedule this fall will probably stand pat. though plans had not been solidified at presstime. Reflecting the general trend toward increased use of spot radio among products of every description, Ipana will probably get heavy spot radio coverage. Only pro- graming change on the horizon is a possible modification of the Lucky Pup TV show. SOFT DRINKS Status: Despite price increases, the soft drink firms were able to chalk up sales increases over last year. Most signi- ficant was the record made by Coca- Cola, which does from 50% to 53% of the total soft drink business, in making the first quarter of 1951 the largest in its 65-year history. Examples: A large part of its success story can be credited to the estimated $3,000.- 000 that Coca-Cola poured into radio and TV through D'Arcy Advertising. "The Pause That Refreshes" adver- tised on the Edgar Bergen and Charlie McCarthy show and Songs by Morton Downey, plus spot radio and TV. Mario Lanza is being used as a sum- mer replacement for Bergen who will be back in the fall. The Coca-Cola bud- get may well hit the $4,000,000 mark, with an additional program to begin in the fall. Another drink that has made great Status: More cars on the road, more homes with oil burners, plus the requirements by the military are among the factors that keep the petroleum industry straining to keep up with demand. The Iranian situation might cause a heavy drain on our resources. No important shortages are anticipated, but the 20% increase in over-all demand which the oil companies are enjoying means an unusually good year. Examples: Competition is still hot as each com- pany strives to keep its brand before the public. Shell Oil Company spends about a third of its budget, estimated at about $4,500,000, for radio through J. Walter Thompson. Shell uses spot radio in the form of news shows on H. Schachte, national ad mgr., Borden Co.: Standing pat with spot radio/TV strategy, with shift from local shows to announcements 34 SPONSOR about 56 AM stations I plus two ex- perimental news TV efforts on WNBT. New York and KTLA, Los Angeles I . This company finds that its radio strategy pays off in terms of increased sales and closer dealer identification with the company's advertising effort. There's not much sense in modifying a strategy that works as well as the Shell program. No changes are likely for the fall. Another strong petroleum advertiser on the air is Atlantic Refining Com- pany. It devotes most of its budget through N. W. Ayer to sport broad- casts in the East to match its distribu- tion. This year baseball is being broad- cast over a total of 80 stations for the games of five major league teams and one minor league club. In the fall 10 to 12 football games are carried on an average of 10 to 15 stations. These sports broadcast programs were a key factor in the way Atlantic gross oper- ating income rose from $131,000,000 in 1937 ( first year for Atlantic sports- casts) to $477,982,169 for 1950. Fall plans for football coverage this year are tied up in knots because of the un- certainty over TV clearances. If TV is restricted, it is likely that Atlantic will be increasing its radio budget. BREWERIES Status: The brewers once again are watch- ing the sales curve for their industry R. Brenner, dir. of adv., B. T. Babbitt: 80% of firm's $2,500,000 budget in air media; Mu- tual news, ABC-TV drama to continue this fall rise after a steady decline for the last few years. One factor that might keep that curve from going as high as beer advertisers would like is the shortage of beer cans. Although bottled beer outsells the canned brew, the trend is toward the metal containers. Some brewers fear they may not be able to buy enough bottles to make up for the shortage in cans. Radio is the miracle medium for brewers. Examples: Among the brewers riding the in- creased sales trend is Ruppert Brewery. Working with its agency, Biow, Rup- pert came up with a Father Knicker- bocker ( mythical father of Manhattan ) campaign. The campaign received stress in all media with the major por- tion going to air advertising out of a budget of about $2,000,000. The broadcast advertising included a heavy D. C. Marschner, ad manager, Shell Oil: won't change spot radio news strategy on 56 AM stations, continuing TV on KTLA and WNBT Phil Kalech, sales mgr., Tintair: bulk of $4,- 500,000 ad budget continuing in air media for varied schedule, including drama, music H. Bloomquist, ad mgr., Rinso: daytime radio, nighttime TV to be stressed via announce- ments, programs; cost Lever $750,000 annually announcement schedule and the Broad- way Open House on TV. Ruppert's plans for the fall will feature a con- tinuation of the announcements and the TV program. Pabst is sufficiently pleased with its Blue Ribbon boxing programs to have renewed its contract with International Boxing Club for its CBS radio and TV show every Wednesday night. Fights will come from New York, Chicago. St. Louis and Detroit. The Pabst peo- ple discount theater TV for a couple of reasons: (1) With the limited num- ber of theaters participating. Pabst is confident they can outbid the "'real estate operators"; (2 I They think peo- ple would rather drink Blue Ribbon and watch the fights in their living room or favorite bar than plunk down a buck or more to go to a theater and munch popcorn during the brawl. Piel's beer is strengthening its spot schedule. Piel's uses 60-second an- nouncements on AM and TV: CBS news; and TV in New Haven. Bill Ber- ech, associate account executive at Ken- yon and Eckhardt. says "The pattern has been found to be very effective." Radio and TV get about 50', of the ad budget. FOOD FIRMS Status: Prospects are bright in the food in- dustry after a sales setback in March and April. Scare buying by consum- 16 JULY 1951 35 W. S. Brown, ad mgr., Canada Dry: spot ra- dio and ' -uper Circus" ABC-TV show remain part of fall strategy for No. 2 U.S. soft drink ers and dealers last fall brought an accumulation of inventories that was slow in liquidating. Frozen foods are mushrooming, with much air adver- tising to help them climb. Examples: Two firms in this field that do a standout job of radio advertising, C. F. Mueller Company and National Biscuit Company, have no complaints about the demand for their products. The Mueller spaghetti and marconi firm finds sales mounting as more consum- ers turn to this low-cost food as a sub- stitute for high-priced meat. Thanks to skilled use of spot radio, mostly news show, through Duane Jones, Inc., Mueller was able to double its sales in nine years. Radio and TV takes the hulk of Mueller's ad budget. A few TV announcements are used and these may be expanded in the fall. National Biscuit Company allocates about 40% of its total budget, or about 12,000,000, to radio and TV. Nabisco uses Arthur Godfrey. Straight Arrow, a children's show, a spot radio that in- cludes news and Housewives' Protec- tive League participations and some TV announcements. Typical of the com- pany's enthusiasm for the broadcast medium is the statement by R. Stewart Howl. Nabisco advertising chief for cereals and dog food products. Speak- ing of the kid's Straight Arrow show, he said, "We are very fortunate in hav- ing a good selling medium directed to children on which we may offer pre- miums." Edward A. Gumpert, the ad- vertising official responsible for the cracker division, speaks of Godfrey as one of the company's star salesmen. National Biscuit will be using the same schedule next fall and adding Kukla, Fran and Ollie, NBC-TV. COSMETICS Status: Probably no industry is more brand conscious than the toiletry and cos- metic industry. That means that they were among the loudest mourners when the Supreme Court upset fair trade. On the sales side, business has been good and generally ahead of last year. One production problem that might cut down sales in the lipstick field is a shortage of castor oil an im- portant ingredient for this product now required for military needs. Examples: This field usually bubbles with new promotions, and two products that made the most promotion news during the year were Tintair and the Hazel Bishop No-Smear Lipstick. Both shot to the top through heavy radio and TV advertising. Tintair was able to chalk up a sales gross of $5,000,000 during the first six months. Tintair, through Cecil & Presbry spends about $4,500,000 for advertising, most of it going into radio and TV. Programs include the Somerset Maugham Thea- ter on radio and TV, the Sam Leven- son show on TV and participations on the Cavalcade of Stars and the Caval- cade of Bands, both DuMont TV shows. Tintair will drop Levenson, has not yet completed plans for another show. After being launched with a series of radio announcements the Hazel Bishop lipstick sales climbed to $4,- 500,000 in 10 months. In the mean- time the advertising budget placed through Raymond Spector rose to $2,- 000,000. During the spring, the broad- cast schedule included Kate Smith ( TV ) , Cavalcade of Bands and Caval- cade of Stars. The Freddy Martin show over 62 NBC-TV stations will cost $1,500,000 this summer. H. Sondheim. account executive, says "Without a doubt, TV has done a terrific job for us and radio has been very effective in specific markets." BAKERIES Status: The baking industry is another field that shared in the general sales slump during the early part of the year. The sales curve began to rise again at the end of spring. Competition is un- usually strong in this field, making brand identification one of the most potent ways of selling bread. Examples: Among the top advertisers on the air among the bakeries is Continental Baking Company, the largest bakery in the world. It spends about $2,000.- 000 through Ted Bates, and the bulk of its budget goes for radio and TV. Network radio carries its Grand Slam show, while Hopalong Cassidy on TV keeps the kids entertained in about six of its markets. TV and radio announce- ments are also used. One reason for the giant bakery's stress on radio was explained by Lee Mack Marshall. Con- tinental's ad chief, "It's the only me- dium that hits women directly. Other media gives us too much waste circu- lation." Another baking outfit that knows how to use the airwavs is the Quality- Lee Mack Marshall, ad mgr., Continental Bak- ing: still aiming for women audience; bulk of $2,000000 budget stays in radio-television 36 SPONSOR V. H. Gies, advertising v. p., Mars: Biggest air J. M. Allen, public relations v. p., Bristol- user among candies has tricks up its sleeve, Myers: upping spot radio for Ipana, prob- including alternate-week radio sponsorship ably standing pat with the present programs Bakers of America, a cooperative group of about 104 manufacturing bakeries located throughout the coun- try. It devotes a substantial part of its $5,000,000 budget to radio and TV I placed direct ) . "We are trying to reach the house- wife," says Jack Coffee. Quality's di- rector of radio and TV, "and radio affords us the best means to do this; we get her at her place of work." Quali- ty prepares AM program transcrip- tions, film recordings for TV. musical jingles for both media, plus local shows. This sponsor's plans for fall include a number of half-hour AM dramas with big name talent. CONFECTIONS Status! High costs that cannot be easily passed on to the consumer are making the candy boys unhappy although sales are holding up well after the tempo- rary inventory pileup. Prices have risen somewhat, but not enough candy people say. More promotion is ex- pected on the dime bars in an attempt to lick this problem. I •' .v« in |»J«*: Biggest user of the air media among the candy firms is Mars, through Leo Burnett. Chicago. Mars spends about $3,000,000 in radio and TV. Last sea- son it used a half-hour segment of Stop the Music, Inner Sanctum, Can You Top This, and Bob Barkley, Amer- ican Agent, all ABC shows. On TV it carries Howdy Doody two nights a week. So far Mars has set only two shows for its fall air campaign. It has I 1 1 renewed Hoivdy Doody and (2) picked up People Are Funny for the Tuesday night at 8:00 slot on CBS. People starts 9 October and will be car- ried over 125 or more CBS stations. The program, starring Art Linkletter, was sponsored on NBC until recently by Brown & Williamson I for Raleigh cigarettes) . Unique part of the Mars deal is that it is for every other week only. The alternate week remains sustaining and CBS will make every effort to sell it. This may very well be the first alter- nate-week deal in AM history, reflect- ing the influence of what has become a common practice in TV. In television, sponsors make alter- nate-week deal to bring high costs of full-length programing down to within their means. But the Mars deal is probably less a reflection of the firm s desire to save money than an indica- tion that it is striving for program di- versification. It's probable Mars will put mone, il saves on the alternate-week arrange- ment into another show of a different l\|>< — in order to reach another audi- ence. Last season's Mars line-up con- sisted of two shows each of contrasting quiz and mystery-drama types. (Advertest Research recently com- pleted a survey of alternate-week spon- sorship in TV. It may be valuable as well to AM sponsors; see page 159.) DAIRY PRODUCTS Status: Sales in the dairy field are good and the only complication that could dis- turb the outlook here is the rising price of meat. When meat pi ices go up there is an inducement for farmers to slaughter their marginal milkers so there may be a cut in milk supply. Examples: Carnation Company, largest of the evaporated milk firms, devotes the bulk of its advertising to radio and TV at the rate of about $2,400,000 a year. The fall schedule will see Burns and Allen back on TV and Tony Martin and Jo Stafford continuing on the Contented Hour. Another advertiser who will be con- tinuing his same strategy is the Borden Company, through Young & Rubican. Decentralization of advertising so that the local dealer can reap the maximum benefits is further complicated by the fact that the company uses 156 ad bud- gets to cover a wide variety of prod- ucts. National advertising manager Henry Schachte says, "Our fall '51 plans for All-Borden radio and TV are essentially a continuation of what we are currently doing — local radio I both programs and spots I and television spots (both daytime and evening). In most cases, any shifts we are making are from AM programs to anounce- ments. In only one market — out of more than 100 — are we shifting to TV." L. Nolte, ad mgr., Carnation Milk: "Burns & Allen" TV show will be back, "Contented Hour" with Tony Martin, Jo Stafford continues on AM 16 JULY 1951 37 THE NEEDLE!" This timely newsletter goes to APS subscribers each month, bringing them up-to-the-minute informa- tion and suggestions which station v>:. managers, programming and sales personnel can use productively in building more business. Written by a sales expert, it offers a wealth of ideas and facts unobtainable elsewhere. We received the copies of "THE NEEDLE!" and they will be put to good use. I have every reason to believe they will result in additional business for us. PAUL ELLIOTT, KRNT, Des Moines Our sales organization consider "THE NEEDLE!" one of the most helpful instruments that has been put in their hands for a long time. GRANT POLLOCK, KXOB, Stockton, Cal. Thanks for my first copy of "THE NEEDLE!" and very smart piece of work . . . and a mighty valuable one for my department. I can see many, many sales campaigns cominci up in '51. NORM WILLIAMS, CJOB, Winnipeg, Can. I certainly am delighted at each copy of "THE NEEDLE!" There is so much meat in this that one copy is simply not enough. While I realize you can't supply unlimited numbers to stations, I wish you would arrange to send me six (6) copies of each issue, and whatever charge you need to make, we will be glad to pay it. L. S. MITCHELL, GM, WDAE, Tampa, Fla. would appreciate it very much if you could put us on the mailing list for three copies of "THE NEEDLE!" It is very helpful and I would like to have a copy for each salesman. EDWARD A. WHEELER, PRES., WEAW-FM, Evanston, III. Volume I, No. I is a great success. Very pleased with the content of "THE NEEDLE!" and the saies help which you have included. GEORGE VOLGER, KWPC, Muscatine, Iowa If it is permissible to have more than one copy of "THE NEEDLE!", will you please send them to us? We think this new Associated Service will be of tremendous help in our sales approach. Thank you very much. IRVING ZEIDMAN, PD, KNOE, Monroe, La. "THE NEEDLE!" improves ali the time. So much so in fact that we are ex- amining them for better usage by our folks. If possible, we would like to request that copies be mailed directly to each of our salesmen here so that they may take a more personal interest in reading it. STEVE RYDER, MGR., WENE, Endicott, N. Y. I got your ocpy of "THE NEEDLE!" and it's darn good stuff. As a matter of fact, if it" isn't presumptuous of me, I would like to have instead of one copy, three or four copies so that I can equip each salesman with one. I find that's much better than trying to pass one copy around. SI GOLDMAN, MGR., WJTN, Jamestown, N. Y. TRANSCRIBED SALES MEETINGS # These 30-minute, informal sales meetings on discs (six of them already in use) have been pre- pared for presentation direct to the station's sales staff. Each is conducted by Maurice B. Mitchell, APS vice presi- dent and general manager. The series also features well-known guest speakers discussing various phases of more productive radio selling. We had our third APS transcribed sales meeting and lis- tened to "THE DEPARTMENT STORE AND RADIO ADVERTISING." We felt the comment contained in this particular program to be basically very sound and appli- cable to almost every kind of retail outlet even though you keyed it for department store only. Koep up the good work. We'll be looking for #4 in the near future. K. RICHARD CREITZ, WEEU, Reading, Pa. I am very well pleased with the results of our first tran- scribed sales meeting and am congratulating myself on my sagacity in signing up for Associated Service. FRANK ROBISCHON, KBMY, Billings, Mont. IN-PERSON SALES AND PROGRAM CLINICS ^3 Regional conferences, held through- out the country for APS subscribers, now provide on-the-spot aid and counsel on programming and selling. Four successful sessions have already been staged and others are scheduled for every region. Besides this, APS representatives regularly visit subscriber stations and often accompany station salesmen on their local selling calls. This has been the most practical programming and sales meeting I've attended . . . practical for present day radio, that is. DEANE FLETT, KTBS, Shreveport, La. For the first time, one of the firms with which we do busi- ness is doing something helpful for their clients. Your service to radio stations in these meetings as well as the transcribed sales meetings is a real service and should be continued. Nothing like it has ever happened before. C. L. BELFI, KTSA, San Antonio, Tex. I have attended a lot of meetings, but never have I en- joyed and gotten so much out of one before. ROBERT MEACHAM, KTBC, Austin This meeting was the best I have ever attended (includ- ing NAB meetings). As a salesman I say do it again soon. I not only enjoy, but also learned much from the after- noon meeting. ROBERT F. TRUITT, WGPC I appreciate your having this meeting in Atlanta. We had our sales manager and all radio salesmen here from our station. I hope you will continue to hold these meet- ings. I WOULD BE WILLING TO PAY MY SHARE OF THE COST OF SUCH MEETINGS. JIM BAILEY, WAGA Constructive for all segments of station staff. Wish more could attend. Gives overall picture of radio which some lose sight of in day-to-day routine. Particularly appre- ciate amusing, yet pointed, needles shot at salesmen . . . wakes sleepers up, hypos hustlers. Many points of tre- mendous value which merit return engagement, no less than annually, with some station sales stories as result of meetings and et series. JIM WOODRUFF, JR., WRBC Your clinis that I attended in New York was all too brief. All of us need to be reminded of the fundamentals of good selling practice — your coverage of these known fac- tors of good selling procedure, can be helpful to anyone in our business. DICK GRAVEL, WTAG This was the beginning of a new Dhase in library "merchandising" which has certainly been inspiring and refreshing. Once-a-year meetings like this should be planned. Working out the elementary questions in advance could help save time in the meetings. FRED L. CORSTAPHNEY, WSLS, Roanoke, Va. This has been a most worthwhile meeting and you are to be congratulated on another first in the industry. WALLACE WOHS, Shelby, N. C. It was a wonderful meeting. The only trouble was that it was too short. We could have asked a thousand more questions. JIM RYER, WMUU, Greenville, S. C. I feel that this meeting was exceptionally interesting, informative, and certainly aided (I believe) in making the relationships between the pro- gram department and commercial department a good deal closer than it usually is. As you know, it is not unusual for a clash to exist between these departments. Emphasis on a closely-knit unit to make a radio station a success is always of prime importance. Thoroughly enjoyed the get-together. PETER EDMAN, WVEC, Hampton, Virginia This has been a most informative and a well-spent afternoon and I want to say that I certainly do appreciate the time you have spent and the trouble you have gone to to better equip us for more efficient station management and commercial sales. MARV STEFFINS. WMUU. Greenville, S. C. I was most impressed with the meeting. I believe it will bring about a more valuable use of our library. On the next meeting you might try and do a little missionary work on cooperation between program and sales departments. We have had it both ways at WTMA and now that the two departments work together, it is much mote effective. It is a problem that exists in most stations. R. J. SHADE, WTMA, Charleston, S. C. j tie Associated Program Service I have noticed an increase in enthusiasm for the art of selling and I hear more of the "facts and figures" type of sales talk being practiced around the office. Incidentally, I have now heard the "talk" four times and have yet to be bored by it. In fact, I think I enjoy it more each time I hear it. We have dubbed it on the wire recorder and each time one of our boys comes in dejected over a refusal, he gets out the wire and plays it again! Thanks a lot for the cooperation, and we'd like you to know that we are still enthusiastic about the library after using it almost 5 years. GEORGE W. YAZELL, WCFC, Beckley, West Virginia Congratulations on your excellent work titled "Some Fundamentals for Radio Salesman." The manner in which you approached the problem and your prescriptions could not have been more impressive and could not have more suited us if you had made it exclusively for WDNC. WOODY WOODHOUSE. WDNC, Durham, N. C. "The Cold Call" program — in my opinion — the best to date. Following through on all suggestions outlined. My 3 salesmen also think this your best program to date. You're doing a fine job, Mitch, keep these programs com- ing. Regards. HARRY B. SHAW, WSJS, Winston-Salem, N. C. 1 5 1 West 46th Street, New York 19, N. Y. "the library that pays for itself9 Maurice B. Mitchell, General Manager Associated Program Service 151 West 46th Street, New York 19, N. Y. I'm interested in knowing more about the APS library for my station. Will you send the facts right away? Name . Title . Station Street City Zone. State- Sponsor cheek list how to use broadcast advertising^ Determine what you expect broadcast advertising to do for your organization. (The nine items cover general requirements of manufactur. ing and sales organizations but each organization has its own peculiar problems. These must be ascertained in ad- vance or else any advertising campaign will probably fail.) a. Force distribution | | b. Move product c. Build prestige d. Build brand name acceptance I I e. Improve dealer-manufacturer relations f. Impress stockholders g. Improve employee relations I I h. Supplement printed media advertising i. Carry organization's primary advertising burden Determine territorial coverage desired. Centralize responsibility for broadcast advertising. Working with your organization's advertising agency, select the broadcast form (spot radio, network radio, TV, FM, storecasting, transit radio) to carry the campaign. Build or buy the proper program or announcement to reach the market for the product. With the program and stations or network selected, hold conferences with your staff so that the entire organization knows the campaign and its objectives. Hold district meetings with your sales staff, briefing them on the broadcast advertising campaign. There should be preliminary meetings during which ideas of the sales staff in the field are obtained on the campaign. Set up a public relations conference with network or station publicity men, your organization's publicity department, agency's press staff, independent public relations men of talent, and perhaps package owner publicity men. (Working as a team, these men can increase the audience of any program. Without organization and cooperative operation, waste through duplication of publicity material is inevitable.) Establish a publicity plan for the campaign. Make certain that everyone involved knows the person in the organization who is responsible for your broadcast advertising. (That executive must be briefed on not only what the broadcast is supposed to accomplish but on the public relations aspects of the program as well. Make certain that talent pictures, biographies, and full program information (week-by-week details) are available to everyone requiring them. ] Plan tie-in advertising, point-of-sale material, dealer mail- ings. (Correlation of all advertising activity with broadcasting pays substantial dividends.) ] Plan the program debut as a show, not as an opportunity for organization executives to discourage listeners through long talks. | See that effective on-the-air promotion of program starts at least two weeks before the program makes its bow. (Free network and station time is available, but many advertisers are finding it productive of sales and increased audiences to buy bigger announcements to supplement what the stations and networks do.) ] See that a complete promotion kit goes out to stations (if yours is a network program, the web's publicity de- partment will work with your agency and your advertising manager on this). ] Design a dealer and distributor promotion kit on the program. (Make certain that the material does not duplicate that which network stations will use for the same purpose.) | Once the program has started to build its audience, travel it aiound the country. I Formulate plans for continuing promotion. Only through week-in-week-out exploitation ' can a new program really be sold to its full audience. Tie program in with all merchandising and advertising plans. | | Make certain that everything that is done promotion wise (guest stars, special exploitation, etc.) reaches the pub- licity departments of the stations, networks and your dis- tributors and dealers in time for them to obtain newspaper space. [ Plan mail-pulls (contests and give-aways) far enough in advance so that they may be merchandised at the point- of sale as well as on the air. Don't forget to write "thank you's" to the stations that make promotion reports on your program. Where possible have product packaging include refer- ence to the program. I Check newspaper reaction to the program. (A special press clipping order is broadcast advertising life insurance.) ♦ Broadcast advertising is a living thing; it requires broadcast-by-broadcast watching, nursing, cultivating. It's a product that is being sold as well as one that is selling for you. Broadcasting has to be worked at and with to return full dividends. The easy way is the non-productive way. S serving the greater South Central Pennsylvania area day and night . . m 5000 WATTS 580K.C. Known as Mr. 580 in every radio home in Harrisburg and in the many rich, new areas added to its beat, WHP now delivers more sales potential than everr before. Let the station that made Mr. 580 a household word help you sell your product in the highest per-capita retail sales center in the Keystone State. Call the Boiling Company today. the key station of the keystone state . . . Harrisburg, Penna. 16 JULY 1951 J z O'j CBS WHP 5000 WATTS 580 K.C. 41 A WJR listener becomes a buyer of WJR-advertised products. Thaf Ail-American Shopper — fhe housewife, bless her — is also fhe All-American radio lisfener. And throughout fhe Great Lakes area, WJR's Women's Editor, Mrs. Page, exerts a tremendous influence on this active part of the buying public. Every day, Monday through Saturday, her show for women makes shoppers out of listeners . . . buyers out of shoppers! For thorough coverage and penetration in the rich Great Lakes area, your best bet is WJR — the Great Voice of the Great Lakes. Remember . . . First they listen . . . then they buy! Represented nationally by Edward Petry & Company FREE ^i SPEECH MIKE Radio — America's greatest advertising medium. 42 SPONSOR network radio ■ ■ ■ They're getting more flexible Network radio is in a state of flux. Stung by recent rate cuts and decline in revenue, the nets are planning some important innovations. The pages that follow provide a sponsor pre- view of what you may expect from the networks this fall. Experiments in programing, techniques that give advertisers some of the advantages of spot radio — are just a few of the things in store for fall sponsors. How good a buy is fall network radio in terms of these adjustments? That question is answered comprehensively, with costs-per-thousand for net radio and competing media. Some of the background for the rate cuts can be seen in the gross billings of the four leading nets. They're listed for the past three years. Other trend information covered: Sponsor leaders in billings; top ad agencies in network billings; new advertisers slated to use radio in the fall; the changing pro- gram pattern noted for fall. Altogether, the Network Radio section spells out the scope of network radio and fills in the most recent trends. Index at right is for your convenience in picking out various topics. Some you'll want to read right now, all of it will make good reference reading for future use. 16 JULY 1951 Dimensions of net radio 44 Circulation 44 Net radio business 18 Net radio eosts 50 Net radio programs 50 Top advertisers 52 Flexibility of nets 55 Available net packages 54, 58, 02 Top agencies 01 New sponsors 03 43 Map shows :ix P&S products pushad simultaneously in different territories by one network show ("Welcome Travelers," NBC, pictured at right This use of national show to do regional job illustrates increasing flexibility of net radio Dimensions of network radio Q. What's the over-all outlook for advertisers in network radio? A. The four networks— CBS. NBC. ABC and MBS — described in last year's sponsor Fall Facts issue as the "fat cats of the radio industry," this fall will have assumed a leaner and a hungrier look. The 10% to 15% rate cuts, the economy moves, and, above all, the evacuation of some spon- -oiv iii TV, have pared sonic of the excess fl<'sh off the webs. But now that they're trimmed down fine, only a ca- lamity-howler ol the most unvisionary order would claim that the networks have also been stripped of their nine lives, and are now ready to lie down and die. The fact is that network radio offers the astute advertiser a better buy than ever before. A sponsor, taking advan- tage of the current transitional stage through which the industrv is passing, will get more value from his advertis- ing dollar. He will derive benefit from keener competition among the radio webs; from their driving necessity to use more imagination in programing; from their cut-to-the-bone time and tal- ent cost reductions; from their height- ened promotional efforts. More than that, network radio this fall will, astonishingly enough, offer the advertiser bonus values relative to TV. While the sale of TV sets is now suffering a serious slump, the sale of Averags rutlnus ami vost/M of network rtttlio programs March 1950 March 1951 No. of Nielsen No. of Nielsen f.i- Programs Rating Cost/M Programs Rating Cost/M Concert Music 6 6.7 $8.23 10 5.4 $7.91 Popular Music 12 7.4 4.56 II 6.0 5.15 All Drama 97 10.2 3.19 84 8.4 3.64 Daytime Serial 31 7.2 1.43 25 7.0 1.44 Mystery 23 12.1 3.54 25 8.7 3.98 General Drama 23 10.2 4.45 17 8.5 4.67 Children's 7 7.1 2.71 8 6.6 2.89 Situation Comedy 20 12.5 4.34 17 10.3 5.33 Comedy-Variety 6 15.0 6.13 7 10.3 7.44 Musical-Variety 19 9.4 3.63 20 6.9 4.01 Quiz & Participation 29 7.9 3.52 23 6.2 4.50 News & Commentary 19 5.7 2.99 25 4.2 3.27 ■ : A. C. t radio sets las detailed below) keeps increasing phenomenally. While the cost of TV time and talent will zoom to as high as $100,000 for an hour- program this fall, radio costs have nev- er been so attractive. Finally, some signs point to the fact that the novelty effect of TV ownership is wearing off while veteran viewers return to the ra- dio habit, especially using secondary sets. Network radio eireulation Q. What is the potential audience a sponsor will be able to reach on each of the four networks this fall? A. Americans this fall will own 71,- 900.000 radio sets I exclusive of 19.- 000,000 auto radios and 5.000,000 sets in public places I and about 13.500.000 TV sets. Not counting 13,500,000 TV homes — even though this short-changes radio substantially — the NBC research department updated the 1949 Broad- a\ NBC researchers, will reach a total of 22,921,000 radio-onl) homes; CBS— 20,656,000 ; ABC— 16,- 673,000; MBS— 14.080.000. 44 SPONSOR Q. Counting the 13,500,000 TV homes, what is the potential cir- culation of the four networks? A. Updating the BMB figures, a Niel- sen study for CBS shows this break- down of daytime and nighttime circu- lation : Nighttime: CBS— 30,972,700; NBC - 30,077,300; ABC - - 26,007,300; MBS— 23,972,300. Daytime: CBS — 30,443,600; NBC - 28,774,900; ABC -- 26,007,300; MBS— 26,048,000. Q. What's the average audience you can reach on the four net- works? A. This fall, according to NBC re- search, the average network half-hour evening program will reach 8,200.000 people. To match this delivered circu- lation, you would have to buy a 500- line ad in every daily newspaper in every city of the U. S. of 100.000 or over population. This advertisement in 222 newspapers in 92 cities would pro- duce 8,200.000 noters. A more precise network breakdown was made by Nielsen for CBS: Average nighttime audiences: CBS —4,442,000 families; NBC— 3,478,000 families; ABC— 2,388,000; MBS— 1,- 928,000. Average daytime audiences: CBS — 2,556,000 families; NBC— 2,011,000 families; ABC 1,341,000; MBS— 1,- 592.000. Q. How many stations on each full network will be able to car- ry your program this fall? A. NBC has now 168 stations on its full U. S. network; CBS— 180 (197 counting those outside the U. S.) ; ABC— 249; MBS— 545. Q. How does the radio network delivered audience stack up against other media? A. Badio. with ils «)(>', coverage of the United States, is still the Goliath towering over other media. Thus, a half-hour average program on a net- work. October to December 1051. would deliver you an audience of 8,- 200.000 homes; the same average pro- gram on TV 6,003,000 people; Satur- day Evening Post will deliver 4,415,- 000; Life 5,509,000; and This Week 7,149,000. Q. How does the acquisition of a TV set affect listenership to net- work radio? A. As pointed out in the Spot Radio section of this issue, people who buy TV sets actually listen more to day- time radio programs than those who own only radio sets. A stud) made 1>\ Pulse detailed in the Radio Basics sec- tion of ibis issue also shows a 17', increase in radio listening as the length of TV ownership grows through two vears. Q. What extra bonuses will net- work circulation offer you this fall? A. Network radio will hand out to the advertiser the bonanza of 19.000,000 auto radio and 5.000,000 in public 16 JULY 1951 45 TELEVISIO (OTHER 1-. i Television's a wonder- child, no question about it. Precocious as anything, and big for its age. Almost makes you forget that tele- vision's got a big brother that can still lick anybody on the block. Or in the county, or in the country. For network radio is still the only medium that combines all advertising essentials: nation- wide coverage, thumping impact . . . and minimum cost. That's why the biggest producers of strongly competitive products (like drugs, foods and cigarettes) choose radio above all other media, and invest more money there than anywhere. And go on doing it, year after year. . . last year a 2.5% greater investment than the year before. They do this because they know that radio effectively reaches America's total market, through 96 million radio sets. And because in spite of all competition, radio continues to grow. (Last year alone there were more new radio sets manufactured— over 14H> million— than television's total accumulation of some 12} 2 million. ) Just as consistently as these big advertisers turn to radio, they turn to CBS, investing last year 14.8% more than ever be- fore; 17.3% more than on any other network. The reasons . . . 15 OF THE 20 MOST POPULAR PROGRAMS ARE ON CBS — the bell- wethers of radio, that bring more listeners to all programs. MORE PEOPLE LISTEN TO CBS: nighttime audiences average 25% larger than the second network; daytime audience 2r,% larger. THEY LISTEN MORE OF THE TIME TO CBS : 31 % of all nighttime network listening is to CBS (29% to the second-place network). (And in rural areas and small toivns the CBS habit is even stronger: 41%-to 30% for the second-place network.) THEY REACH PEOPLE AT LOWER COST ON CBS: $1.18 per thou- sand, best buy of all the networks. (Ayid to buy that thousand in leading magazines would cost $2.72. And in newspapers, $U.08.) The big advertisers know better than anybody that you don't send a boy to do a man's work. When there's a big job to be done, you'll want radio . . . and CBS. THE CBS RADIO NETWORK Nielsen Family and Cost data, Oct. 1950-Feb. 1951; Hooper Audience Composition. places — neither considered in the Niel- sen count. Network radio will also offer coverage in the 37(/c of Ameri- can homes out of reach of TV stations. Still another consideration is the con- tinuing growth of the radio audience. In 1950. Americans bought 14,000,000 new radio sets — or 40% more than in 1949. In other words, in a year of TV's greatest expansion, radio outsold TV sets two to one — and almost equal to the entire number of TV sets that will be in use this fall, namely 13,500,- 000 total video sets. Network radio business Q. What's the business outlook on the four networks for this fall? A. If trends continue as they now are, business for CBS and Mutual will be on the increase, while that for NBC HOW ON EARTH DO YOU DO IT? How can an independent AM radio station pull such a huge audi- ence against all major network com- petition? That's a familiar question to WIRC, but always a good one . . . because our 42.6% average share-ol-audience delivers more lis- teners per dollar than any other competing station. In fact. WIRC delivers this multitude of loyal, re- sponsive, money-spending Carolina Tar Heels at costs as low as 24.6 cents per thousand. I nbelievable? No . . . not when you see our 1950 audience survey report and accompanying cost-per- thousand listeners breakdown, the latest data available on our S267.5 million market . . . with 114,866 radio homes. But. HOW do we do it? Well, it's simple, though not easy. It's with PROGRAMMING -- the kind of tailor-made, sparkling, imagina- tive programming that requires hard work from everyone on WlHC's smart staff. Major ingredi- ents: on-the-spot area news cover- age thrice daily to supplement the \P: the music most Tar Heels want to hear WHEN they want it. and such fascinating live shows as "Swap Shop," "Woman's World," 'Stork Chili" and "Lillie \nne." which feature- a picturesque girl hillbillv ilis:- jockey. We (hi it with coverage, too. A combination of frequency (630) and power ( 1,000) gives us the strongest station between Charlotte and Winston-Salem on one side, and Asheville on the other. After you've bought those three markets, you still have a hole between them. But. WIRC can fill the gap. and fill it completely and effectively. Com- pletely with our dominating signal strength . . . and effectively with our commonsense programming, which results in proven audience. When you're buying a schedule in North Carolina, you might not even consider Hickory as a market in itself. Hickory, however, is just a "jumping off place" for WIRC. Our primary signal blankets 9 coun- ties, a large part of which cannot be effectively covered by any other station. Asheville. Winston-Salem and Charlotte are all within our 0.1 mv/m contour, plus healthy seg- ments of Virginia, Tennessee and South Carolina. So, we suggest you buy good stations in Charlotte. Win- ston-Salem and Asheville; then add WIRC for a small additional amount of money. Thus, your coverage pic- ture of Piedmont and Western North Carolina is absolutely, geo- graphically complete, without any holes in your primary, intense cov- erage picture. Our Representative, Joseph Her- shev McGillvra. Inc.. will be glad to tell you more about WIRC. serving North Carolina's Piedmont from strategically-located Hickory. and ABC will be down compared to last fall's trade. Here's how network gross time billings for the first five months of 1951 stack up: Network Billing + or — 1950 CBS $33,060,678 +9. 97c NBC $25,260,893 -8.8% ABC $14,582,390 -12.07c MBS $7,668,217 +3.27o (Source of above figures: Publish- ers Information Bureau "loss billings.) Q. How does network business compare with that in past years? A. Except for CBS, business has defi- nitely been on the downgrade. In 1950, network net time sales were $121,600,000— more than $7,000,000 below the level of 1949. In terms of gross time billings, the total for all four networks in 1950 was $183,400,- 000— $4,400,000 less than that for 1949. The downward trend is reflect- ed in this listing of the gross time bill- ings of the four webs since 1947: Year CBS NBC 1950 $70,744,669 $61,397,650 1949 63,403,583 64,013,296 1948 62,265,105 69,697,590 1947 59,250,964 65,756,517 Year ABC MBS 1950 $35,124,624 $16,091,977 1949 42,342,854 18,040,596 1948 44,304,245 22,728,802 1947 43,550,144 22,372,711 t The above figures are from the Publishers Information Bureau. I Q. How many sponsors are sched- uled to be on the radio networks this fall and how many programs will they sponsor? A. According to an estimate made for sponsor by James M. Boerst, editor of The Factuary, based on new fall busi- ness announced and network schedul- ing as of 25 June, there will be 125 sponsors this fall. They will sponsor 205 programs, and the business will be placed through a total of 78 adver- Q. How does this stack up with "The Factuary" records of spon- sorship in past years? A. It shows a continuing decline, ac- cording to The Factuary records. In the fall of 1950. 129 advertisers spon- sored 207 programs via 80 ad agen- cies. And in the fall of 1949, 132 ad- vertisers sponsored 226 programs via 82 ad agencies. 4K SPONSOR Mr. 1fm*-iWft WOULD YOU IGNORE 500.000 <„ STOMERS (In Western New York, don't forget the "forgotten" fringe areas!) For Example: In the BMB primary coverage area of WHAM, there are over 121,000 radio homes with over 434,000 people who do not have access to any television service! And WHAM is the only Rochester radio station that covers this area! NEW YORK PENNSYLVANIA When you're selling by radio and TV in Western New York, don't forget the "for- gotten" fringe area that has over 434,000 people. Clear Channel, 50,000-watt WHAM is the station throughout this area— and there is no television service available to these people as yet! To reach them, use radio, use WHAM! LEGEND ^ Covered by WHAM and WHAM-TV Covered by WHAM and by Syracuse or Buffalo television Covered by WHAM radio but not covered adequately (if at all!) by any television and not reached by any other Rochester radio station! HAM The Stromberg-Carkon Station ROCHESTER 3, N. Y. 50,000 WATTS 16 JULY 1951 CLEAR CHANNEL GEORGE P. HOLLINGBERY COMPANY, NATIONAL REPRESENTATIVE 49 KECK Dial "920" FIRST in Permian Basin in Coverage in Listeners-Conlan survey year in and year out in Local Sports in Nation's Richest Market Fastest Growing Market in the U. S. Supply center for over 25,000 Producing Oil Wells in Permian Basin HOME of the World's Largest Carbon Black Plant HOME of the Second largest Trucking Center in the State Effective Buying Power — $1,470 per capita Blankets --18 Counties in West Texas — 3 in New Mexico Radio Homes— 63,610 in the half millivolt area in West Texas "It costs less than .07 to reach 1,000 homes in KECK's primary area. Auto registry — first 6 months — 60,856 Population— 234,500 Total Sales— 232,675,000 Total General Food Sales — $49,622,000 Sources — Standard Rate and Data 1950- 1951 Consumers' Market MEMBER N. A. B. 1000 Watts-D Nondirectional 500 Watts-N-Directional Ben Ncdow, Owner and General Manager National Representative FORJOE AND COMPANY, INC. 19 West 44th Street, New York 18, N. Y KECK ODESSA, TEXAS Your Best Buy in Radio Network radio costs Q. What's the main outlook for network radio costs this fall? A. So far as national advertisers are concerned, the outlook has never looked so attractive. While newspa- per, magazine and TV rates have con- tinued to soar, radio rates on all the four webs will be reduced by 10% to 15', this fall. Q. What will be some typical gross network rates this fall? A. Here are some typical random rates: After 2 August, the gross for a full evening hour on 168 stations of NBC will be $25,115; this compares with the $27,785 you would have had to pay for a full-hour evening last fall. The rate for a 30-minute evening pro- gram on NBC on the full network would be 60% of an evening hour — or $15,000. The current gross network rates for ABC. based on evening hour class A time on a network of 282 sta- tions are: for 15 minutes. $11,868; for 30 minutes. $17,800; for a full hour, $29,670. Q. How will network radio's cost per-thousand circulation stack up against other media this fall? A. Network radio will still give you the lowest cost-per-thousand audience. This fall, according to NBC, the aver- age network radio evening sponsor will be buying listeners at the rate of four for one cent — $2.38 per thousand to be exact. Life's cost-per-thousand on a comparable basis will be 34'v high- er; Saturday's Evening Post's 23% higher; This Week's 40%; and TV's 54'r higher. In other words, Life's cost-per-thousand will be $3.18; Sat- urday Evening Post's. $2.93; This Week's, $3.34; TV's, $3.67. Q. How has network radio's cost- per-thousand in terms of dollars risen over the years relative to oth- er media? A. In the face of steeply rising costs, according to CBS, network radio has increased its cost-per-thousand least of all media. Since 1946, United States wholesale prices have increased by 65'/ ; the cost-per-thousand for eight big magazines by 47% ; for 94 big city uewspapers b\ 24%; nighttime ra- dios-cost-pcr-thousand onl\ b\ 10' ,. Q. What's the cost-per-thousand families for each of the four net- works? A. According to a study made by Nielsen for CBS from October, 1950 to January 1951. thev stack up this way: CBS— $2.48 per 1,000 families; Mutual— $2.90; NBC— $3.16; ABC— $3.85. Q. Are any future rate cuts loom- ing for the four webs? A. Its hard to predict this one, of course; but spokesmen for the radio webs say definitely not. Typical was the response sponsor received from an ABC executive: "It is the opinion at ABC that radio rates definitely are not going down, and that as interest is re- newed in the medium, it will be possi- ble to restore them to former levels." Advertisers themselves canvassed by sponsor say they would not like to see network radio reduced to a cheap bargain-basement medium. With rates stabilized following the recent rate re- ductions, the chances are that sponsors will renew their confidence in the ra- dio network medium. In the long- range view, some veteran broadcasters continue to insist that the time will come when there will only be two great networks in business offering substan- tially reduced rates. Network radio programs Q. What will be the newest de- velopments in network radio this fall? A. \ ou can expect broadcasters to ex- pend more originality in devising shows with a fresh twist. Quizzes and mammoth give-aways will be on the downgrade (as witness Ralph Ed- wards' Truth or Consequences, which Philip Morris recently cancelled on both AM and TV). Experimentation will be the order of the day. CBS is reported to be inau- gurating a series of six evening half- hour programs, The Nation's Night- mare, dealing with crime in America. ABC is said to be preparing a new type of daytime serial to bolster slip- ping soap opera — Westerns for wom- en, on the order of The Virginian, star- ring Bruce Cabot. NBC is inaugurat- ing a traveling hillbilly radio show, Uncle Tom. designed to showcase ama- 50 SPONSOR WGN is your So*tu& Suy in Chicago/ If you're buying any other station in Chicago you are losing a great bonus audience. WGN reaches 260,100 more homes one or more times a week than the next station in the daytime.* WGN reaches 302,750 more homes one or more times a week than the next station in the nighttime.* i fifyocie it 0-Ut...\n 13 weeks WGN delivers a Bonus Audience the size of the city of Chicago. *1949 BMB A Clear Channel Station . . . Serving the Middle West V^ Chicago 11 Illinois 50,000 Watts 720 OnYourDial MBS Eastern Sales Office: 220 East 42nd Street. New York 17. N. Y. West Coast Representatives: Keenan and Eickelberg 235 Montgomery St.. San Francisco 4 • 638 So. Van Ness Ave., Los Angeles 5 710 Lewis Bldg.. 333 SW Oak St.. Portland 4 16 JULY 1951 51 teur folk talent from various parts of the country. NBC will be offering Di- mension X, a half-hour science fiction drama. Q. What type of programs will be most sought after this fall? A. For a complete list of radio net- work availabilities, see page 54. By and large, the accent this fall will be on those type of programs that radio can do best — news, drama (especially mys- teries) and music. Also, the programs will be tailored for the shortest possi- ble time slots — half hour or five min- utes. Except for The Big Show (which is really three pyramided half-hour programs), programs of an hour or more will be on the decline. As mat- ters now stand, The Big Show will be back. Sharply reflecting the trend toward news programs was the comment sponsor received from a Mutual spokesman: "Since June, 1950, we've practically doubled our news coverage. The Bab-0 Reporter has entered our network to saturate the nation with daytime news for housewives; Lucky a SOUTH HAVEN KALAMAZOO MICHIGAN LIMA N • INDIANAPOLIS o x O WSBT SELLS A MARKET THAT'S UP The South Bend-Mishawaka trading area, always a rich and resj sive market, is UP. Tliis is the heart of the primary area that WSBT saturates — with listener ratings above net- work averages. The primary area is up iii population from I. !"> 77, <)()() to 1,798,000. Up in annual retail sales from $1,435,547,000 to $1,597,850,000 ... In this important sales area, WSBT is the besl loved voice — and the ONLY voice thai covers the entire market, lor bonus coverage, bonus listenership, bonus sales, it's WSBT the bonus buy! PAUL H. RAYMER COMPANY • NATIONAL REPRESENTATIVE SOOQ Strike has just bought two news shows; Mutual State Farm Insurance has bought into news. The demand has so increased that we've recently added H. R. Baukhage to our stable of news commentators." In the same vein was the announce- ment of Henry Cassidy, NBC's news and special events director, that the web had sold five additional news pro- grams to sponsors since the first of the year. Latest sponsored program is the five-minute, five-times a week se- ries of Kenneth Banghart for Lucky Strike. Other news sponsors entering NBC are Mutual of Omaha with Bob Considine; Raytheon Manufacturing with John Cameron Swayze; Norwich Pharmacal with Robert Trout; Ameri- can Dairy Association with David Lawrence. You can also expect a stronger sponsor interest in news-mag- azines-of-the-air, of the order of CBS's Hear It Now and NBC's Voices and Events. The trend toward shorter programs is emphasized by several recent spon- sorships. General Mills recently con- tracted to sponsor a five-minute ABC program — Storyteller, starring Edward Arnold. On MBS, American Tobacco Company is sponsoring a new pro- gram of the same length — Talk Back, with the comedian, Happy Felton. Advertising billings Q. Who are the top 10 radio net- work advertisers? A. The top 10 network advertisers from January to December 1950 were as follows, according to rank order with their total billings: (1) Procter & Gamble, $15,551,752; (2) Miles Laboratories, $7,892,701; (3) General Mills, $7,820,752; (4) General Foods, $7,596,216; (5) Sterling Drugs, $7,- 591,040; (6) Lever Brothers, $6,826,- 149; (7) Campbell Soup Company, $5,733,819; (8) Liggett & Myers To- bacco Company, $5,217,562; (9) American Home Products, $5,150,884; (10) Philip Morris Company, $4,629,- 105. Q. What product groups will be the heaviest advertisers on net- work radio this fall? A. The pattern is reflected in the gross network time bought from January to i Please turn to page 55) 52 SPONSOR V In Northern California MORE PEOPLE LISTEN -more often -to KNBC than to any other radio station KNBC's 50,000 watt Non-Directional transmitter reaches all the markets of Northern California . . . KNBC has the biggest and most loyal audience in the San Francisco-Oakland Metropolitan Market — the seventh largest, fastest-growing major market in America. And as a plus, KNBC penetrates all the rich, fast-growing markets throughout Northern California. PLUS markets like Stockton- Modesto, Ukiah-Mendocino, Napa-Santa Rosa, Santa Cruz-Monterey, Sacramento, San Jose-Santa Clara, and Eureka-Humholdt County. ONLY KNBC can reach all these markets — in one, big economical package. KNBC sales reps will show you how. .. KNBC delivers MORE PEOPLE (in one pack- age!)—at LESS COST per thousand — than any other advertising medium in Northern California. M PLUS-Morket Case History Eureka-Humboldt County • Population -68,548, an increase of 49.6% from 1940-1950 • Effective Buying lncome*-$96, 950,000, an increase of 155.6% • Retail Sales- -$76,790,000, up 215.5% • KNBC Audience — Week after week, over half of the radio families listen regularly to KNBC *Sales Management's 1951 Survey of Buying Power Northern California's NO. 1 Advertising Medium 50,000 Watts -680 K.C. San Francisco Represented by NBC Spot Sales 16 JULY 1951 53 Xrailabl*' network packitge programs (radio) TITLE TYPE APPEAL NET T ME PRICE TESTED EXPLANATION AFFAIRS OF PETER SALEM Mystery Family MBS 30 min. l/wk $1,750 yes Private Eye AMAZING MR. MALONE Mystery Family NBC 30 mill. l/wk $2,941 yes Quick-thinking lawyer solves murders AMERICAN FORUM OF THE A R Discussion Adult NBC 30 min. l/wk $2,352 yes Issues cf the day discussed by experts ARCHIE ANDREWS BIG JON & SPARKIE THE BIG SHOW BOBBY BENSON BOBBY BENSON & B-BAR-B RIDERS BREAK THE BANK BROADWAY'S MY BEAT CECIL BROWN CALIFORNIA CARAVAN CAPITOL CLOAKROOM MINDY CARSON SHOW CBS FARM NEWS CBS SPORTS ROUNDUP CHANCE OF A LIFETIME COMEDY OF ERRORS COUNT OF MONTE CRISTO CRIME FIGHTERS CRIME PHOTOGRAPHER DANCING PARTY DANGEROUS ASSIGNMENT DIMENSION X DIXIELAND BREAKFAST CLUB EARN YOUR VACATION ENCHANTED HOUR FAMILY CIRCLE THE FAT MAN FOREIGN REPORTER THE FOUR Situation Comedy Family 30 min. l/wk $2,941 Teen age hi-jinx 30 min, 5/wk $2,250 Trials & tribulations of 'Sparkle' Variety Family 90 min. l/wk $8,820 per yi hr. T. Bankhead and top show biz names 5 min. 2/wk $300 each Western — music Juvenile Quiz Family Family Family Family Science Fiction Family News Family 30 min. 2/wk $1,250 each Western adventures of 12 yr. old boy 30 min, 5/wk $1,735 Quiz with cash awards CBS 30 min. l/wk $4,125 Detective tales with Broadway background 15 min. 5/wk $650 each Commentator Drama Drama MBS 30 min. l/wk $1,700 yes Historical dramatization News Adult CBS 30 min. l/wk $1,275 yes Prominent statesman interviewed on current subject Music Family NBC 15 15 min. min. 2/wk 3/wk $2,940 $4,117 yes Mindy sings in her informal style News Rural CBS 15 min. l/wk $950 yes Agricultural news items of interest Sports Family CBS 15 mill l/wk $925 yes Sports events of the week and human interest items Audience Partlc. Family ABC 30 min. l/wk $2,500 yes Alphabet game Quiz Family MBS 30 min. l/wk $2,000 yes Audience participation Adventure Family MBS 30 nun l/wk $1,500 yes Cloak and dagger Mystery Family MBS 25 min. l/wk $1,500 yes Salute to law enforcers Drama Adult CBS 30 min, l/wk open yes Newspaper cameraman tales Music Family ABC 2 irs. l/wk $8,000 yes 2 hours of music with 5 different orchs. 30 min. l/wk $4,117 Brian Donlevy as world-wide adventurer 30 min. l/wk $2,971 Suspenseful adventures in time and space Variety Family MBS ;n min. 5/wk $300 yes Dixieland music by instrumental quintet Quiz Family CBS 30 min. l/wk $3,950 yes Vacation trips for prizes Music Family MBS 30 min. l/wk $1,200 yes Concert music with 35-piece orch. Drama Family CBS 30 min. l/wk $4,000 yes Adventure stories by top writers Audience Partic. Family ABC 60 min. l/wk $6,000 yes Walter Kiernan, M.C. Drama Family ABC 30 min. l/wk $3,785 yes Mystery-detective - 15 min. l/wk $450 yes Top news story of the week 30 min. l/wk Stories of mystery and intrigue with top-rank movie stai I Please turn to page 58 WDB0 YOUR GREATEST SELLING POWER . . .in Centhal JloAida Orlando's Pioneer Radio Station Est. 1924 ORLANDO, FLORIDA 580 K. C. 5000 WATTS WDBO-FM 92 MCS 35000 WATTS Columbia Broadcasting System NATIONAL REPRESENTATIVES: BLAIR, CUMMINGS 1950 Retail Sales in the 21 WDBO counties totaled #582,687,000*. WDBO has approximately 19,000 more daytime families and 17,000 more nighttime families who listen regularly (6 or 7 days or nights a week) than the other 3 Orlando stations combined**. The same report shows WDBO's gain over the previous report is 20% — and rates have not been increased! *1951 Sales Management **Current BMB Report 54 SPONSOR December last year 1>\ these top prod- uct groups in ranking order: ( 1 ) Food products, $44,000,000: 1 21 Toiletries and toilet goods, $25,000,000; 131 Drugs, $24,000,000; (4) Tobaccos, $22,000,000; (5) Soaps, polishes and cleansers. $20,000,000; (6) Gasoline and lubricants, $5,500,000; 1 7) Autos and auto parts, $5,000,000. Trend toward flexibility Q. Is there a trend toward using network radio on a semi-spot ba- sis? A. There is. and despite protests from stations and reps there probably will be more of it. In an effort to lure cus- tomers, the webs are increasingly infil- trating into the field of spot radio. The objective is to convince the sponsor that he can fuse the advantages of both local and regional announcements with that of mass network coverage. One example of network flexibility is Trans World Airline's sponsorship this past season of the NBC comedy se- ries Mr. and Mrs. Blandings, starring Cary Grant and Betsy Drake. The first two commercials are broadcast over all 61 of the NBC stations. The third com- mercial, though, is split, a local cut-in offering a strictly local plug going out via 24 stations; the remaining 37 sta- tions carry a general TWA message. Another example is P&G's sponsor- ship of the NBC daytime show, Wel- come Travelers. On this program. P&G has sold Spic and Span and Lava Soap in every state of the union. But they have also used the same show to sell four other products on a regional basis. Nobody living in New York hears commercials for Cheer, since that product can't even be bought in New York. While Cheer is being sold in New England and Texas. Prell is being sold in Florida and Montana. Thus, with network radio, the sponsor is helped in matching his commercials to his marketing needs in various sec- tions of the country. Q. What's the outlook in network "announcement-participation "ad- vertising? A. ^ ou can expect more of this type of invasion into the spot radio field. too. The most striking example was (Please turn to page 60 I THERE'S A nT|7 100 MILLION MARKET ON THE MAP OF NEW YORK! No TV outlet in Elmira ! WENY sells listeners in this busy market at the lowest available cost per thou- sand. (Combined Average Share of Audience: 60% at latest Hooper.) WENY NBC in Elmira, N. Y. OWNED AND OPERATED BY ELMIRA STAR-GAZETTE, INC. REPRESENTATIVES Everelt-McKinney, Inc. Lee F. OConncll Co. N..« York -Chicago lo% Argeles Sal I 16 JULY 1951 55 DON if e delivers more tfr Nielsen's figures show that Don Lee *daytime audiences are up 16% ^nighttime audiences are up 17% *( first quarter of 1951 vs. first quarter of 1949, full network average audience) Don Lee is a bigger, better advertising medium today than ever No other advertising medium of any kind can deliver your sales message to as many people as often from their own local major selling medium (with all the local influence and prestige) at as low a cost per sales impression as Don Lee. The above is a BIG statement, but Don Lee is a BIG selling medium with 45 stations in 45 important Pacific Coast markets. Only Don Lee was especially designed to consistently sell all the Pacific Coast. That's why Don Lee consistently broadcasts more regionally sponsored advertising than any other network on the Pacific Coast. Don Lee delivers MORE and the advertisers who sell the Pacific Coast know it. 17/ Don Lee affiliates have increased power and/or improved frequency during the past year and a half. willet H. brown, President ■ ward D. incrim, Vice-President in Charge of Sales 1313 north vine STREET, Hollywood 28, California • Represented Nationally by JOHN BLAIR & company yone else on ihe ?ac$c Const he Nation's Greatest Regional Network Available network package programs { radio) {Continued from page 5-lf GIRL FROM PARIS GIVE AND TAKE GRANBYS GREEN ACRES HELEN HALLS FEMME FAIR HASHKNIFE HARTLEY HAWAII CALLS GABRIEL HEATTER AL HELFER'S SPORTS DIGEST HERE'S FRANK SINATRA HERMAN HICKMAN HIDDEN TRUTH HOLLYWOOD STAR PLAYHOUSE ROBERT HURLEIGH I LOVE A MYSTERY INTERNATIONAL AIRPORT ITS HIGGINS. SIR PETE KELLY'S BLUES LADIES FAIR HAWK LARRABEE LARRY LESUEUR THE LINEUP TED MACK FAMILY HOUR MAGNIFICENT MONTAGUE MAKE BELIEVE TOWN MAN CALLED X MEET MILLIE MEET THE BOYS MR. & MRS. BLANDINGS «R. MOTO MUCH ABOUT DOOLITTLE MURDER BY EXPERTS MUTUAL NEWSREEL MYSTERIOUS TRAVELER NEWSSTAND THEATER THE NEW THEATER NIGHTBEAT NO SCHOOL TODAY OFFICIAL DETECTIVE THE OLD ARMY GAME JANE PICKENS PARTY POOLE'S PARADISE PURSUIT Q E D QUEEN FOR A DAY RADIO REPORTER'S SCRATCHPAD RATE YOUR MATE REPORT FROM OVERSEAS ROCKY JORDAN LANNY ROSS THE SAINT FRANCES SCULLY SHOW THE SEA HOUND THE SHADOW APPEAL Family NET NBC TIME 15 min. l/wk EXPLANATION $1,738 yes Jane Morgan sings French songs Quiz Family CBS 30 min. l/wk $2,700 yes John Reed King asks the questions (daytime) Comedy Family CBS 30 min. l/wk $6,200 yes Inexperienced farmer's comic adventures News Female MBS 15 min. l/wk $200 yes Feminine viewpoint Adventure Family MBS 30 min. l/wk $1,800 yes Western justice Music Family MBS 30 min. l/wk $1,400 yes Hawaiian music Family 15 min. 5/wk when avail. $1,500 per show plus news charge and anncr. yes Commentator Sports 15 min. l/wk $500 Inside news of sports Variety Family CBS 1 hr. /wk $1,500 per qtr yes "The Voice" sings, plays records and chats Sports Family NBC 15 min l/wk $1,294 yes Sports anecdotes by Yale coach Mystery Family MBS 30 min l/wk $2,085 yes Lie detector solves crimes Drama Family ABC 30 min l/wk $5,000 yes Top Hollywood stars in suspense dramas Aud. Partic. Family CBS 30 mill. l/wk $3,925 yes Audience participation News Family MBS 15 min 5/wk $650 each yes Commentator Family 15 min. 5/wk $2,500 (for 5) $750 each Modern buccaneers Family MBS 25 min. l/wk $1,750 Drama — experiences of airline passengers Situation Comedy Family 30 min. l/wk $4,175 Harry McNaughton as English butler Music&Adventure Family 30 min. l/wk $5,500 Adventure and jazz of the roaring 20's Variety Family 30 min. l/wk $3,750 Walter Kiernan MX. Situation Comedy Family 30 min. l/wk $6,209 Monty Woolley as ex-Shakespearean actor Comedy Family 30 min. l/wk $5,200 Audrey Totter In star role Quiz Family 30 min. l/wk $5,425 Quiz from Armed Forces bases Situation Comedy Family 30 min. l/wk $3,529 split net Cary Grant & Betsy Drake Mystery Family 30 min. l/wk $3,529 J. P. Marquand's famous Japanese detective Comedy Family 30 min. l/wk $6,350 Situation comedy Mystery Family 30 min. l/wk $1,500 Prize-winning crime stories Family 15 min. 5/wk $3,500 for 5 On the spot news Mystery Family MBS 30 min. l/wk $1,650 Family 30 min. l/wk $2,500 Stories from top magazines Family Family NBC NBC 60 m n. l/wk $3,529 Eva LeGallienne hostess 30 min. l/wk $3,500 Frank Lovejoy as demon reporter Qplz Family 30 min. l/wk $7,000 Comedy-quiz with Harvey Stone and musicians Music Family NBC Variety Family 15 min. 5/wk 55 min, 5/wk $2,882 $1,000 5 qtr-hrs yes yes Jane Pickens with songs and Interviews Music and views CBS 30 min. l/wk $4,400 Tales of Scotland Yard Family ABC 30 min. l/wk $2,500 Literary panel solves hidden mysteries Variety Family 30 min. 5/wk $1,800 for 3 Audience participation Family CBS 15 min. l/wk $975 Tape recordings of news background material Quiz Family CBS 30 min. l/wk $4,900 Joey Adams and coupled contestants Family CBS 15 min, l/wk $450 News direct from various world centers Adult 30 min. l/wk $4,500 Adventure with George Raft 30 min. l/wk $3,850 Dramatizes world's outstanding love stories Variety Family MBS 10 min. 5/wk $1,250 for 5 w organ Vocalist — songs and patter Mystery Movies Family NBC 30 min, l/wk $3,235 yes Tom Conway as famous crook detective ABC 15 min. 5/wk $850 News from Hollywood Family Mystery Family ABC MBS 30 min, l/wk $2,000 Sea adventures 30 min. I wk $4,000 Invisible avenger Variety Female MBS 25 min. 5/wk $2,500 for 5 yes Audience participation quiz Drama Family CBS 30 min. l/wk $3,650 no Western adventure News Family CBS 15 min. l/wk $950 yes Analysis of week's news events Drama Adult CBS 30 min. l/wk $5,000 yes Original mysteries Situation Comedy Family NBC 30 min. l/wk $6,470 no Edmund Gwenn & Spring Byington Drama Family CBS 30 min. l/wk $3,400 yes Stories with Hollywood background Mystery Family NBC 30 min. l/wk $5,294 yes Herbert Marshall in international dramas Variety Children ABC 2 hrs. l/wk $1,200 yes Stories and entertainment for children Mystery Family MBS 25 min. 1 wk $1,500 yes Documentaries from magazine files ( Please turn to page 62 FOR LOCAL LEVEL IMPACT Less than half of the nation lives in the metropolitan areas. In Small Town and Rural America, you will find more than half of the nation living— with more than half of the nation's purchasing power! The Keystone Broadcasting System has 450 stations with LOCAL LEVEL IMPACT to sell these people who need and buy the same necessities of life as those in metropolitan areas. BEYOND EFFECTIVE TELEVISION There are very few television sets in Small Town and Rural America— with little and unsatisfactory recep- tion. These people still depend upon their local radio station— and these stations, according to BMB studies enjoy higher listener-loyalty than distant metropolitan stations. National blue chip advertisers have already discovered that Keystone's 450 stations effective- ly and economically move their merchandise! IX SMALL TOWN AND RCRAL AMERICA For LOCAL LEVEL IMPACT, Keystone is the only national transcription network reaching Small Town and Rural America. These 450 stations can be pur- chased in one, low cost and attractive package— with only one order, one check and one performance affi- davit! Or buy only the number of stations needed to cover a selected area. NEW YORK: 580 FIFTH AVE. CHICAGO 134 \. LaSALLE ST. KEYSTONE BROADCASTING SYSTEM inc. 16 JULY 1951 59 WML This cutie's a smarty — she trusts in her ears, And buys only products about which she hears. The place that she turns to for this advice on Good buys is "The Voice of Toledo" and here are the "why's?" For Thirty Years WSPD has served her both daytime and night With Cood Programs, Good sponsors — we've done the job right. Buy Toledo's WSPD where a majority audience is always assured. So, if it's sales you are seeking, want your spots to be heard ABC, which offered P&G one-minute participation announcements in Stop The Music, in The Sheriff on Friday, and in certain evening five-minute news periods in sustaining ABC shows. Also expect an increasing number of network station affiliates and station lepresentatives to attack the webs for Indulging in this practice; perhaps even withdrawing from the webs if they don't stop it. A typical blast was that made by Edward Petry, president of Edward Petry & Company, in a recent speech before station operators. "The networks are jeopardizing some 50r/f of your national spot volume for their own purposes," he warned. "They are robbing Peter to pay Paul. You're Peter. Guess who Paul is?" Q. What's the outlook in tandem- style network advertising? A. A spokesman for NBC told spon- sor that this fall definitely will see the continuation of its "Operation Tan- dem. ' This type of multiple sponsor- ship, of course, involves a number of advertisers sharing in the sponsorship of a series of web programs. Sponsors using it this past year include: Can- non Mills, Chesterfield, Whitehall Pharmacal, RCA. The tandem pro- grams have included: The Big Show, The Boston Pop Orchestra, Screen Di- rectors Playhouse, Duffy's Tavern, The Magnificent Montague. The same NBC spokesman said there will be some changes in the Tandem program lineup this fall, but he is fairly certain The Big Show will continue, largely because of the way it has hypoed in- terest in network radio. Q. Are all national networks linked by wires? A. No. The Keystone Broadcasting System is a transcription network of 455 affiliated stations; 350 of them lo- cated in small town and rural America and generally outside TV areas. Advertisers can pinpoint their radio advertising with the utmost selectivity. By choosing a minimum of 80 stations, or more if he desires, the national ad- vertiser can select his market to sup- plement his TV coverage; or, even if he has a network radio show, he can add to his net coverage by means of Keystone, a transcription net not bound by wire tie-ups between stations. ONE OF AMERICA'S FINER STATIONS WBOC RADIO PARK-SALISBURY, MD. Crossley Survey: SHARE OF AUDIENCE 77.1 % 10:00 AM — 10:00 PM Monday thru Friday RADIO HOMES 81,698 RETAIL SALES $324,136,000 WBOC RADIO PARK-SALISBURY, MD. MUTUAL NETWORK Representatives: Burn-Smith Co., Inc. 60 SPONSOR Merchandising by the stations is also adding to Keystone's advertiser ap- peal. Some 30 national advertisers are ex- pected to be using Keystone facilities this fall. Sidney J. Wolf, Keystone president, reports the net's growth: "Ten new major national accounts have been added since 1 January with the volume of business for the first half of the current year more than three times the billing for the first half of last year." Q. What is the status of the new- est national network? A. Liberty Broadcasting System, new- est of the nation's coast-to-coast webs, is growing. With a one station start in Dallas three years ago (KLIF) it grew to 60 to 70 stations last year; now claims affiliations with 411 outlets. Gordon McLendon, president of Lib- erty, started with re-creations of big league games. Now, sports, news and music highlight the programming available to advertisers. Sportswise, the net offers live and recreated games; a sports show featuring Mickey Rooney. News-wise, names like William L. Shirer, Joseph Harsch, and John W. Vandercook provide audience-building commentaries. Music in the Morgan- Manner brings Liberty listeners dance- able tunes. With this balanced fare, Liberty is attracting a host of national (General Mills, Lever Brothers, Fall- staff Brewing, U. S. Army Recruiting) and regional accounts. The outlook this fall: business up all along the line. There is no standard rate card. In- stead, population of the station city and retail sales in the station market are the index. Top agencies placing network business Q. What ad agencies place the most accounts in network radio? A. According to a study made for sponsor by Factuary, published by the Executives' Radio-TV Service, Larch- mont, N. Y., these are among the 20 ad agencies that placed the largest number of accounts in network radio this past year (not in order of rank- ing) : Ted Bates; Batten, Barton, Dur- Personality Sells! RAHALL STATIONS HAVE "IT! Every Roholl Station is a definite personality in its community. By reason of their understanding of civic problems and listener preference, Rahall Stations deliver maximum advertising effectiveness. The people who listen to these stations live healthy lives in rich, industrial, farming and mining areas. Talk to them profitably through their favorite station for music, news and sports. 1320 kc 1000 watts. Now broadcast- ing full time in Pennsylvania's fabulous Lehigh Valley — the home of the big tri-cities — Allentown, Bethlehem, Easton. FIRST in daytime pm listening. One of America's outstanding indepen- dent stations. 1110 kc 500 watts. Serving you where the buying dollars are. Covering Mont- gomery county's large farming and in- dustrial area . . . and Philadelphia's rich suburban market. 620 kc 1000 watts. The friendly personality voice of folks in West Virginia. "One Station" coverage in the heart of the rich coal regions and industrialized areas of Southern West Virginia. WKAP, WNAR, WWNR, **%0*2SS^ Allentown, Pa. — Oggie Davies, Manager WEED & CO. Norristown, Pa. — Joe Pace, Manager WALKER & CO. Beckley, W. Va. — Tom Dowds, Manager WALKER & CO. RAHALL STATIONS — JOE RAHALL, President w/J 16 JULY 1951 61 tr«ii//<» network package programs (radio) [Continued from page 58j - SHORT STORY SINGING MARSHAL HOWARD K. SMITH SONGS FOR SALE SPACE PATROL SAM SPADE SPORTS PARADE JOHN STEELE. ADVENTURER SUNDAY WORLD NEWS ROUNDUP $C4 QUESTION TAKE A NUMBER TALES OF THE TEXAS RANGERS THE THREE OF US TROPICAL TRIP WITH DESI ARNAZ TRUE OR FALSE TWIN VIEWS OF THE NEWS UNDER ARREST UP FOR PAROLE VOICES AND EVENTS VANITY AND MRS. FAIR WAR FRONT-HOME FRONT WAR REVIEW WINNER TAKE ALL YOU CANT TAKE IT WITH YOU EXPLANATION Family 30 min. l/wk $2,941 Dramatizations of best short stories Adventure Family 30 min. l/wk $1,250 Western — adventure and song News Family CBS 15 min. l/wk $950 yes International news broadcast from London Variety Family CBS 1 hr. l/wk $9,675 yes Steve Allen and unpublished composers 60 min. l/wk $1,200 Futuristic drama for children Mystery Family 30 min. l/wk $5,294 Private eye adventure Sports 30 min, l/wk $1,500 incl. orch. Guests for all sports-orchestra Family 30 min. l/wk $1,500 Human conflict Family NBC 30 min. l/wk $5,294 True adventures of famous police force Comedy Family 30 min. l/wk $7,300 Brother-in-law trouble Family 30 min. l/wk $4,250 Latin American music and qui; Family 30 min. l/wk $1,500 Audience participation Family 15 min. l/wk $650 Human interest Family 30 min, l/wk $1,750 Science — fiction Mystery Family 30 min. l/wk $1,550 Authentic case histories from police files 30 min. l/wk $4,200 Based on actual parole case News Family NBC 30 min. l/wk $4,117 Living record of week's news Comedy Family 30 min. Family l/wk l/wk $7,000 Woman executive in situation comedy $2,000 Round-the-world news interviews Family 15 min. l/wk $650 Review of news by George Fielding Eliot Family 30 min. 5/wk $3,750 Bill Cullen. M.C. daytime Situation Comedy Family NBC 30 min. l/wk $5,294 Whimsical show starring Walter Brennan YOURS TRULY— JOHNNY DOLLAR 30 min. l/wk $5,350 Adventures of Insurance Investigator News Family CBS 15 min. l/wk $1,225 yes Worldwide on-the-spot news coverage Quiz Family NBC 30 min. l/wk $4,117 yes Phil Baker poses puzzlers i Quiz Family MBS 30 min. l/wk $1,500 yes Audience participation KARK covers a broader area, with the largest audience, morning, afternoon and evening, at a lower cost per thousand families than any other Little Rock station! Furthermore — In these 42 counties FOOD STORE SALES totaled over $128 MILLION That's MORE than the combined total food store sales in Albany, N. Y., Salt Lake City, Utah, and Lansing, Michigan. and ■ DRUG STORE SALES totaled over $16 MILLION That's MORE than the combined total drug store sales in Trenton, N. )., Clendale, Calif., Tacoma, Wash., and Racine, Wise! plus KARK also delivers a BIC BONUS of 24 Arkansas counties and 3 Louisiana parishes at a 10-49°0 BMB level! Write us or phone your nearest Petry man for full details! TO SELL THE BEST PART OF ARKANSAS . . . BUY •BMB, Spring, 1949 All sales figures copr. 1951 SALES MAN- AGEMENT Survey of Buying Power. T. K. BARTON. Cen'l Mr;. ULIAN F. HAAS. Comm'l MRr. National Representative EDWARD PETRY AND CO , INC. 62 "Pttfenncd Station LITTLE ROCK, ARKANSAS SPONSOR stine & Osborn; Benton & Bowles; Biow ; Leo Burnett, Chicago; Cecil & Presbrey: Cunningham & Walsh; Compton : Dancer-Fitzgerald-Sample ; William Fsty: Foote, Cone & Belding: Kudner; John R. Murray; Sullivan. Stauffer. Colwell & Bayles: J. Walter Thompson: Young & Rubicam. New web sponsors Q. What's the outlook in terms of new advertisers entering the radio webs? A. This will depend entirely on howr creative the salesmanship and promo- tional efforts of the webs turns out. During the past season, some new ad- vertisers have wet their feet in web ad- vertising, largely institutional type sponsors, and on a short-term scale. One example is the American Truck- ing Association, which bankrolled American Farm of the Air for a period of Sundays on NBC. Another is TWA, which made its debut into network ra- dio with sponsorship of NBC's Mr. and Mrs. Blandings. This fall, Syl- vania Electric Products, Inc., in an attempt to sell TV sets to the radio au- dience, will launch Sammy Kaye's Sun- day Serenade on ABC. and Grantland Rice's Sports Commentary on CBS. I Sylvania made its debut in broadcast advertising in the fall of 1950. squir- ing Game of the Week on ABC radio, now cancelled, and Beat the Clock on CBS-TV. still going strong.) Undoubtedly, the webs' best hope is to lure in advertisers who are introduc- ing new products to the public. The most striking illustration is Tintair. which plunged into network radio last year with the $7.5O0-a-week Frank Sin- atra Show and the $3.00()-a-week Som- erset Maugham Radio Theatre I also sponsor during this season of Somer- set Maugham TV Theatre and Sammy Levenson Show both CBS-TV, and the Cavalcade of Bands. Cavalcade of Stars on DuMont I . Some of the webs, reeling momen- tarily after a flock of pre-summer can- cellations, are heartened by recent new sales. CBS. for example, is encour- aged by the way Kingan & Company has signed for the Godfrey Digest, and Wildroot for FBI in Peace and War. Also, although Lever Brothers can- celled out My Friend Irma, Turns is re- ported to be dickering for this CBS comedv old-timer. MEN, MONEY, MOTIVES (Continued from page 10 I Probably it is true that there can be no slowdown in employment I the key index always) for three years to come. But paradise is not at hand. * * * Nor will, this time, soft psychology and lazy ways be protected. That's one reason why the "fall facts" for 1951 are peculiarly significant. More competition for the advertiser's dollar, and higher-all-along-the-line media costs are "something new, something blue." Nor will any realistic, well-in- formed seller of time (or space i fail to understand that in the 10 vears since Pearl Harbor, the advertiser him- self has become very much more hard- boiled. It isn"t that he has lost faith in advertising. To the contrary. The moral is that he buys more intelligent- ly, more critically, not onl) on quan- tity (circulation I but quality I man- agement and poli< \ i . * * * — —"'„ ft WCH adds punch to campaigns with. Dealer and jobber newsletters, counter cards, window displays, billboards, news- paper and tradepaper ads, newsletters, in- person calls, spot announcements, audience direct mail, plus complete publicity and news release service. Advertisers know that PROMOTION IS A WCH EXTRA THAT COUNTS! 5.000 WATTS - BASIC ABC NORFOLK - PORTSMOUTH - NEWPORT NEWS THE DAILY PRESS - TIMES HERALD STATION FREE and PETERS. INC. NATIONAL REPRESENTATIVES 16 JULY 1951 63 more New Englanders listen to ' n than any other Rhode Island station TO REACH THE MOST BUYERS, weason after season, Hoopers Share of Radio Audience Reports show a dominant audience leader- ship for WPRO in the Providence-Pawtucket area — the nucleus of New England's SECOND LARGEST MARKET ... the 19th largest market in the United States. but, that's only HALF the story Another of America's major marketing areas, Fall River-New Bedford, Mass., relies on WPRO for its popular CBS and local programs. WPRO's power- ful 5000 watts on 630 kilocycles cover this eighth largest New England market with a signal greater than 2 millivolts. and, as a TEST MARKET . . . PROVIDENCE ranks FIRST in the New England- Middle Atlantic States area and FIFTH in the United States for cities of 250,000 to 500,000 population. I opr Sales Management. Nov. 10th issue, 1950. WPROn* PROVIDENCE- 630 KC5000W REPRESENTED BY RAYMER In tune with the times Spot radio billings continue to climb to new heights, despite scattered rate cuts and the influence of TV in some markets. Still the most flexible advertising medium available to the national sponsor, spot radio is busy. Program offerings continue to change. The availability picture needs constant revision, and rate structures are still somewhat unsettled by the recent network maneuvers. . . . sponsor's Spot Radio section tells how these shifts will affect advertiser's fall plans. Comprehensive in scope, the section covers developments in a wide variety of subjects allied with spot radio. Top spot ad agencies are given; singing commercials; transit radio; storecasting; transcriptions; music libraries; regional net- works; and minority audiences. Every trend which sponsor's industry-wide survey has been able to spot is outlined for fall planning use. One extra "bonus" is a group of tips on how to buy spot radio effec- tively. To get an idea of the thoroughness with which spot radio is covered, look over index at right. It will serve to select needed topics for immediate use. Spot radio busies <,<> Spot radio scope <><. Business outlook «7 Time rales <;» Availabilities 70 Spot sponsors 70 Agencies placing most spot 72 Spot programs 72 Program improvements 80 Tips on iimebuying 00 Singing eommereials ft.» Transeriptions Kit Network eo-op sbow s 02 Library serviees 93 FM ».» Transit Itadio 96 Storecasting 100 Foreign-language market 102 Regional nets 101 16 JULY 1951 65 111! II > jt i «i « < \ / 'BOLD VENTURE," ZIV E.T. SERIES STARRING BOGARTS, IS HIT. BUT NEW SHOWS ARE FEW IN ERA OF TV UNCERTAINTIES Spot radio basics Q. What precisely is spot radio? A. According to a working definition offered to sponsor by N. C. (Duke) Rorabaugh, compiler of the Rorabaugh Reports, "Spot radio is the use of ra- dio by national or regional advertis- ers in two or more markets not in- volving the line facilities of one of the four major networks." Fssentialh . il is ;i form ol radio ad- vertising involving the purchase of ei- ther announcements, or station breaks, in programs, on a local market-by- market, station-by-station basis. Q. What advantages does spot ra- dio have for an advertiser this fall? A. Tins fall, or any other time of year, spot radio's greatest advantage is its flexibility. In the words of Mary Mc- Kenna, media director anrl timebuyer at Benton & Bowles, New York, who handles Best Foods' broadcast adver- tising for Hellmann's Mayonnaise and Nucoa Margarine: "1 love spot radio because its pinpoint coverage is ver- satile enough to fit the sponsor's com- plex marketing pattern." Q. What are the particular virtues of spot radio announcements and chain breaks? A. A SPONSOR survey of advertisers, agencj account executives, and time- buyers discloses that the majority fa- vored these brief commercial messages because of their versatility and low cost. Here are their benefits as sum- marized succinctly by Robert Brenner. radio/TV director of Lewin. Williams & Saylor, Inc., New York: 1. Spot radio announcements allow an advertiser to move in and out of schedules. Perhaps, shall we say, put the pressure on one market and re- move it from another. 2. You are able to buy a "ready made" audience. An announcement placed next to a top-rated program naturally will catch the best possible audience. 3. An advertiser can take advantage of unusual market opportunities, re- sulting from local developments or sea- sonal conditions. He can be on the air in less than 24 hours and cancel in two weeks. 4. The buying of announcements offers the advertiser maximum adver- tising mentions at lowest cost. Q. What are the particular virtues of buying spot programs? A. Brenner also listed these benefits for SPONSOR: 1. Radio listening in most cases be- comes a fixed habit. Therefore, a good program can become a part of the daily routine, and assures the adver- tiser continuous listening. 2. Having selected the right time for a program, the sponsor secures a franchise on this time. 3. When a sponsor has a program. he can use the talent to help push the product with local distributors and re- tailers. 4. An advertiser can combine both a selling and institutional job by spon- soring a program. In addition, you are able to get across your full selling message. Spot radio scope Q. What potential audience can a national spot advertiser reach this fall? A. If an advertiser were to stage a mass spot campaign, he could reach, potentially, 96% of the United States. There will be a total of 71.900,000 ra- dio sets in homes this fall, not to for- get the 19.100.000 in automobiles (an increasingly important factor in all ra- dio advertising) and 5.000.000 in pub- lic places. Q. What number of radio-only homes can a sponsor reach? A. According to an NBC estimate, ra- dio-only homes will number six out of every 10 in the United States. They break down this way: three of them are inside TV areas and three of them are outside TV areas. In round fig- ures, the radio-only homes number 27,900.000— including 63% of the population. To this, of course, must be added the residual radio listening 66 SPONSOR SPOT RADIO CLINICS HELP REPS, SPONSORS UNDERSTAND ONE ANOTHER. LEFT, DOUGLAS BALLIN, WHITEHALL, GEORGE CASTLE- MAN, FORMERLY BO.&P. NOW CBS, ARE HONOR GUESTS. RIGHT, LEONARD COLSON, MENNEN; H. M. SCHACHTE, BORDEN; REPS that occurs within TV homes, which is greater than you might think. In fact, according to a recent study by A. C. Nielsen Company, radio lis- tening before noontime is even greater in video homes than it is in radio-only homes. Between 9:00 and 10:00 a.m.. the report shows, radio-only homes have an average of 17.9 per minutes of listening. In video homes during the same hour, average radio listening is 22.0 minutes. Between 10:00 and 11:00 a.m., the figure is 18.6 in radio homes, as compared with 28.0 minutes in TV homes. Between 11:00 a.m. and noon, the radio-only figure is 20.1 as against 28.3 minutes in TV homes. Q. How will spot radio circulation this fall stack up against other media? A. Very well indeed. Radio will still give you the biggest circulation. As already pointed out. total radio circu- lation is 42,900,000, reaching 967c of the United States, and radio-only cir- culation is 27,900,000. reaching 63 ( ! of the U. S. Now compare these with TV, with an estimated circulation of 13,500,000 this October, reaching 33' , of the U. S.; Saturday Evening Post, circulation 4,036.246. reaching 9' < : Life, circulation 5,351.630, reaching 12%; This Week, circulation 10,006,- 564. reaching 22%. Q. How do radio outlets stack up against TV outlets numerically? A. Radio broadcasting outlets still dwarf TV by a vast measure. Most re- cent figures show there were 2,173 AM radio stations in the United States in 1950 — 75 more than the 2,098 in 1949. The FCC has frozen the num- ber of TV stations at 107 and the freeze may continue for a year or more (see freeze discussion, page 142). Spot radio business outlook Q. How is spot radio buying shap- ing up for this fall? A. Over-all, \ ou can expect spot busi- ness to be heavy, with stations in non- TV areas reaping boom sales, and those in TV areas either holding their own nicely, or showing a moderate in- crease over last fall's trade. Stations showing the least increase in sales will be those in the highly competitive, huge TV metropolitan markets, like New York City. Chicago, and Los An- geles. The upsurge of spot radio buying is following a continuous pattern. Spot broke all records in 1950 with an all- time high of $121,000,000 in total bill- ings—nearly $12,000,000 more than Industries which spend the most In spot radio 820.000.000 SI 1.500.000 88.000.000 Foods 87,000.000 Gasoline 84.000.000 Tobacco Drugs Soaps 80.000.000 Beer $3,500,000 Clothing Candy & Soft Drinks Jewelry Radio & TV Sets Automotive 85.000.000 Toiletries Household Equipment 83.000.000 Insurance & Banks Agricultural Products Source: SPONSOR estimate for 1950 16 JULY 1951 67 spot sales in 1949. In 1951. accord- ing to estimates of station representa- tives, all signs point to an even bigger gross of about $132,000,000. Q. Why are more sponsors buying into spot this fall? A. Primarily, it's because many na- tional sponsors are decreasing their network radio efforts to advertise in TV. But, since TV only covers 60' < of the population in 63 markets, ad- vertisers are buying into spot radio to reach the non-TV markets. There are other good reasons, too. One is point- ed out bv Joseph Weed, president of Weed & Company, station representa- tives. "Our business in spot radio is now up 11',."' he told sponsor. "Why? Because there's currently more consumer money in circulation, and advertisers are going all out to get it. Another factor to consider is that in one TV-station cities, like Pittsburgh. Richmond and Buffalo, where the prime TV time is sold out. both new and habitual broadcast advertisers are diverting money instead into spot ra- dio— in some cases to keep up with competitors who are on TV. A final reason is that the broadcasters them- selves are expending full efforts to pro- mote spot radio to the hilt: exactly how is answered in the question below. Q. What efforts are broadcasters making to attract advertisers to spot radio? A. The numerous inducements broad- casters are offering to advertisers seek- ing spot radio are too man) to be com- pletelv covered here. There's no doubt, though, that sponsors will benefit from these "lures." The palm) days when broadcasters could sit back on their watts and wait for customers to crowd in are over. Sponsors will gain from the increased promotional efforts, the heightened use of imagination in pro- graming as broadcasters wake from their letharg) to battle the inroads of l\. lien- are jus! a lew typical promo- tional efforts that broadcasters are em- ploying to draw sponsors into spot ra- dio this fall: 1. WGAR, Cleveland, ha- just re- leased an attractive booklet, entitled "Radio Rides the Streets and High- ways." To -how sponsors one of the bonuses radio offers, the stud\ reveals the findings of a survej of 0.378 auto- mobile operators in 64 locations. Sur- vev showed that 81 out of every 100 autos in Cuyahoga County ( the home county I contain a radio; people with car radios keep their sets turned on 74% of the time they are driving. 2. WCAU, Philadelphia, has begun a concentrated program to house-build local programs for specific classes of clients. Joseph T. Connolly, vice pres- ident, says it "represents the opening gun in a drive to sell radio next fall as it never has been sold in Philadel- phia." An example of this new con- cept is WCALPs 15-minute She's En- gaged, in which a staffer selects new- ly engaged young women from the so- ciety columns of Philadelphia's news- papers, tape records interviews in a humorous or romantic vein. The pro- gram, naturally, would be tailored for food or household appliance firms. 3. Jo show that spot radio is still doing a potent job in a TV market. WBT. Charlotte, has put out an effec- tive pamphlet that begins: "YES. tele- vision is growing sensational)' in the Carolinas — with sets quintupled in the last 12 months. BUT WBT is growing, too. Take Sunday night for instance. In the eight half-hour periods between 6:00 and 10:00 p.m.. WBT ratings are up six, even in one. slightly down in one. Where is the TV audience com- ing from? This chart shows it comes from competitive stations and from new listener-viewers. . . ." Spot radio time rates Q. What's the outlook in spot ra- dio rates this fall? A. Generally, you can expect rates in several non-TV areas to be up this September, while those in TV areas will hold to the status quo. A straw in the wind came recently from S. A. Cisler. of WKYW. Louisville. Ky.. sec- retary of the Association of Indepen- dent Metropolitan Stations. At a June meeting in which about 20 station op- erators participated, he said, "more than 55', of the station membership present indicated their local rates were to be increased this fall, or had al- ready been boosted." Cisler went on to report: "A number of independents were shifting to the single rate card polic) for both nation- al and local accounts, and some were announcing a single rate for all hour-. Q. Are under-the-counter rate-re- ducing deals on the station level still continuing this fall? A. \ es. but a concerted drive is being made to stamp out this bargain-base- ment type of selling. A dozen station representatives polled by sponsor agreed, ruefully and quite unofficiallv. that well over 40r< of the radio sta- tions in the United States indulged in covert deals. A major reason for this secret thimble-rigging of rates is the keen competition among the stations for immediate cash business. Accord- ing to the FCC. there were 2,098 AM radio stations in the United States which in 1949 grossed $307,000,000. In 19.50. thanks largely to booming national spot, business zoomed to a gross $338,000,000. but it had to be di- \ ided among the nations increasing number of AM stations, grown from 2.098 to 2,173. To take one example offered bv W ells Barnett. sales develop- ment manager for John Blair & Corn- pan) : "Peoria, before the war, had one radio station. After the war, it had six counting Pekin. Naturally, all five are continuing to compete sharply for business." Q. Who is trying to eliminate these station rate deals, and why? A. Most state and regional broadcast- er associations and the reps are urging stations to stick to rate card rates. Perhaps the most unified effort is be- ing made by the recently formed Affil- iates Committee, headed by the highly respected industry leader. Paul W. I Fritz 'I Morenc) . general manager of \\ TIC, Hartford. Conn. In their letter to network affiliates last April, the Committee urged station operators to "have no hesitancy whatsoever in in- creasing rates." Also implicit in the letter was the between-the-lines mes- sage: Stop slashing national spot ra- dio rates. The reasoning of the stations is clear. The\ believe radio rates are al- read\ below their true value. Q. How do sponsors feel about the unstable spot rate situation? A. A few of them, thinking in terms of the recent network radio rate slash. would like spot radio to follow suit. Marschalk & Pratt, agency for Esso, is reported to be canvassing stations about the possibility of reducing rates. 68 SPONSOR That's the direction of WMAQ program ratings* More and more listeners in the prospering Middle West are joining the big WMAQ family all the time. For instance, in spite of a slight seasonal decline in al Chicago area listening during the first four months of 1951: 53 66 0/ of rated WMAQ quarter-hours showed increased ratings. 0/ of rated WMAQ quarter-hours either 0 increased or remained constant. Contact WMAQ, Merchandise Mart, Chicago, or your near- est NBC Spot Sales office NOW for assistance in placing your sales messages before this ever-growing audience. * Pulse of Chicago 16 JULY 1951 69 Dudlev Leblanc, the Hadacol tycoon i currently off radio temporarily while he gains breath), is notorious for un- der-the-counter deals. The great majority of ad agencies and advertisers, though, would like to see under-the-counter deals ended and station rates stabilized at a reasonable level. Those surveyed by sponsor agreed they would not like to see the medium degenerate into a cloak-and- suit business. If rates were to become too cheap, they feel, the medium itself would become suspect. (See statement by Jeff Wade in Mr. Sponsor Asks, page 176.) Spot radio availabilities Q. How easy or difficult will it be to find spot radio availabilities this fall? A. Generally, sponsors will be able to find spot availabilities easily in TV areas; not so easily in non-TV areas. By and large, you'll find the greatest LISTENERS KNOW THEY May Be Missing Something if They Don't Stay Tuned to This On-its-toes Newspaper Station WE KNOW YOU May Be Missing Something if You Don't Investigate INTERESTING AVAILABILITIES NOW! Because We Are NOW— and Recently!— Full Time PHONE US ABOUT AVAILABILITIES Phone Joseph Hershcy McCillvra, Inc., Our National Rep. 1440 on the dial • 1,000 watts daytime • 500 watts night rush will be for the prime "family lis- tening" periods — 7:00 to 9:00 a.m. breakfast time; 12:00 noon to 1:00 p.m. lunch time; 5:30 to 7:00 p.m. supper time. In TV areas, daytime slots will be most sought after, rather than evening periods, when radio will be competing against the video audi- ence. Most ad agencies, now mapping their fall spot radio campaigns, are already contending with the rush for daytime spot radio availabilities. Typ- ical was the comment sponsor received from Paul Gumbinner, timebuyer at the Gumbinner Agency for Chap Stick and Chap-ans, which buys fall spot ra- dio over some 35 stations. "Business is so good at most of the top radio sta- tions," he says, "that one of my big- gest problems is getting availabilities. That's why I'm mapping out our au- tumn campaign well in advance this summer. A good station like WFAA, Dallas, is usually sold out, and it's only as a special favor that they wangle an opening for me." Q. What factors are making it easier for a national spot adver- tiser to buy availabilities this fall? A. Two key trends are opening up the number of availabilities a national ad- vertiser can acquire. First, the net- works are releasing so-called "fringe time" to their affiliates which, in some cases, is excellent. The stations are selling this additional time to national and local spot buyers. The reason the nets are releasing this sustainer time is, of course, to cut costs. Stations are pressing to get such time because they can sell it on their own. Sponsor usage of spot Q. What product categories will be most active in spot this fall? A. Soaps, foods, and drugs will be heaviest ; but station representatives report that brewers of beer will make their strongest national spot efforts in years. In the soap category, some sta- tions are worried about P & G's re- IS YOUR SLIP SHOWING? see page 188 70 SPONSOR Big double outdoor advertising sign on one of Knoxville's most heavily traveled streets — another unique promotion aid** used by WNOX to sell itself, its programs and its advertisers. AND LISTENERS IN THE VAST WNOXVILLE MARKET ARE DOING JUST THIS— ENJOYING THEMSELVES MORE THAN EVER BY LISTENING MORE THAN EVER TO THIS GREAT SCRIPPS-HOWARD RADIO STATION. U/NOX IS A BETTER BUY TODAY THAN EVER AND IS QETTINQ BETTER ALL THE TIME WITH • • * * • MORE LISTENERS THAN EVER— (Knoxville Sets-in-use at all-time high — no television competition) BETTER SERVICE AND PROGRAMS THAN EVER— (More for your money in every way) HIGHER HOOPERS THAN EVER— (Among the highest in the country) BIGGER MARKET THAN EVER— (WNOXVILLE area is booming) MORE ADVERTISERS THAN EVER— (With many waiting for vacancies) SCRIPPS-HOWARD RADIO, INC. Representatives: THE BRANHAM COMPANY CBS -10,000 WATTS -990KC- KNOXVILLE, TENN Others are movie trailers in all leading theaters, many outdoor adver- tising signs strategically located, bus cards on both sides of busses, taxicab cards, window displays on busiest street in town, big posters on express company trucks, letters to dealers, a monthly mailing piece to hundreds of grocers and druggists, courtesy announcements plugging programs, and anything else it takes to sell — to get listeners — and keep them. It's an indisputable fact — KLIX isKLICKIN in Idaho 's Fabulous Agriculture Empire MAGIC VALLEY 1 1 Farm Market st - Idaho in Farm Market *** /// the Inter- mountain J Test 56 Farm Market *" /'// the Nation KLIX is KLICKIN and George HoIIingbery can 'prove it! 1000 watts on 1310 Twin Falls, Idaho A merican Broadi asting Company Rocky Mountain Broadcasting System Frank C. Mclntyre V. P. &? Gen. Mgr. cent cancellations of spring spot drives for Spic & Span and Tide, and easing up of those for Joy, Lilt. Drene, and other P & G products. P & G spokes- men, though, report the curtailment was merely timed to end with the P & G fiscal year on 30 June. Colgate, Palmolive, Peet has also curtailed its spot scheduling recently; and some representatives believe it is in the proc- ess of withdrawing its announcements from TV areas and concentrating them in non-TV areas. In the food category, frozen foods and breakfast cereals will get a heavy play this fall; and in the drug group, deodorants and cosmetics will be pushed. Wildroot is returning heavily to spot ; so is Bromo Seltzer. Patent drugs, like Lydia E. Pink- ham's vegetable compound and Mus- terole and Pertussin, will be promoted hard on spot radio, but largely in the Southern markets. The anti-histamines, trying to regain waning public curi- osity in their cold cures, will probably step up their national spot coverage. The hard goods spot picture is un- certain, dependent on surpluses piled up in retail outlets on the one hand ( like TV sets ) , and wartime shortages of vital metal parts on the other hand (like electrical appliances). By and large, you can expect automobiles, like Dodge, Austin, and Kaiser-Frazer. to be advertised on a regional or local spot sales basis; razor blades, like Gil- lette and Silver Star, to be pushed on a mass national basis; and agricultural goods to be promoted on a particular locale basis, near points of distribu- tion. Miscellaneous products, like shoes, airlines, and telephone service, will in- crease their usage of spot radio a great deal. The same applies to book pub- lishers, movies and magazines, who will make extra-strong efforts to lure the public away from their video sets. Institutions, on the order of the Flor- ida Citrus Commission and the Bitu- minous Coal Institute, will stand pat with their present spot radio efforts. However, large corporations who have not been in spot radio before, will probably enter the field (using insti- tutional advertising I . In an attempt to reach the No. 1 sales throne, aggres- sive cigarette companies, like P. Loril- lard and Philip Morris, will undoubt- edl) step up their spot radio coverage. Q. Who are among the top users of spot radio? A. For a dollars-and-cents breakdown of spot radio revenue by product groups, see chart (page 67 I . Accord- ing to a SPONSOR survey of station rep- resentatives, these will be among the top 20 buyers of spot radio this Fall I not in rank order I : P. & G; Lever; Peter Paul Candy; Brock Candy Com- pany; Coca-Cola: Continental Oil Company; Best Foods; Esso; General Foods; Philip Morris: Borden; Atlan- tic Gas & Oil; Robert Hall: d-Con; Wildroot. Agencies using .spot radio most Q. Which advertising agencies place most national spot advertis- ing? A. According to N. C. Rorabaugh. the following are included among the top 15 spot placing agencies (not in order of ranking) : BBDO; Young & Rubicam: Ruthrauff & Ryan; Biow; N. W. Ayer & Son; Benton & Bowles; Ted Bates; William Esty: William Weintraub; J. Walter Thompson; Dancer-Fitzgerald & Sample. Spot radio programs Q. What are the main trends this fall in local-level programing? A. Over-all, you can expect news and disk jockey programs to be the most sought-after bidders for the public ear. An increased interest has been shown, too, in religious shows, participation IN DANVILLE, VA. BUY THE OLD ESTABLISHED ESTABLISHED 1930 HIGHLY RATED 32.8 AVERAGE WINTER 195t ABC STATION WBTM HOLLINGBERRY 11 SPONSOR THE CHICAGO WHITE SOX STATION WJO® Chicago's BEST 50,000 Watt BUY A MARSHALL FIELD STATION REPRESENTED NATIONALLY BY AVERYKNODEL 16 JULY 1951 73 Ever hear about the little that went to Fort Wayne (with $750,000 in it)? WOWO's real-life, "sell-out" drama with a happy ending and a fiM33t for everybody What happened in Fort Wayne might just as easily have happened in Houston or in Sacramento or in Richmond, Va. Point is: it happened. Seems WO WO in Fort Wayne arranged a modest little marriage between the Gladieux Heating Company and THESAURUS' Music by Roth show. Just one-quarter hour at one o'clock every Sunday — hut with enough people in 49 counties listening for the show to boost Gladieux' business 600%, to sell $750,000 worth of oil burners in one year ... to set up such a clamor for heaters that shortages began to de- velop, orders had to be back-ordered, the heating company had to sign off, catch its breath, and embark on a re- luctant separation from the Roth Show. What about this Allen Roth, pied piper who piped in too many customers too quick, and led Station WOWO and its sponsors into this unusual "sell- out'" predicament? Music by ROTH" pied piper of Fort Wayne and points E, 5, N and W Koth is the man with the bow lie v\ ho conducts on llielamous Milton Berle program. familiar to millions. One of radio's most versatile wizards, he whirls you ihrough his musical "style show," out- specializing the specialists in any musical mood you could mention. All this with a hypnotic quality which seems to surround a sales message with urge and compulsion. After Roth delivered his friendly knockout to Sponsor Gladieux, WOWO unwrapped this dynamite property on the desk of Fort Wayne's toughest prospect. \\ illi a hard-hitting, fact- filled brochure to show, with a snappy, smooth audition disc to play, WOWO made an immediate re-sale. Soon, re- quests for the new sponsor's leaflet were (lowing in from 49 counties at a rale regarded by station and sponsor as "bordering on the phenomenal." So WOWO's little drama had a happy Every Gladieux heater dealer within 75 miles of Fort Wayne felt the sales impact of "M'.'sic by Roth." Theme: "You're paying for an oil burner NOW — why not have one installed!" ending, after all. And Roth's new spon- sor won't be sold into shortages. This time, it's a bank. romps all over the clock in Fort Wayne "Music by Roth" is just one THESAURUS show earning talent fees and time charges for WOWO. Recentlv released "Hour of Charm" and "Wayne King Serenade" are two others. Altogether, nineteen THESAURUS shows are run- ning in Fort Wayne every week; most of them stand right around the top in audience surveys . . . three with more listeners than any other show running at the same time. /mHQ31 for everybody Since Fort \\ ayne is about as close to typical as any community ever is, this THESA1 HI S success story calls for a closer look by stations, agencies and sponsors in other areas. Some of the things selling-minded people every- where like about THESAURUS: for station Station can pa) the whole cost of THESA1 HI S with the first 2 or 3 sales— have a talent-packed reservoir all ready and waiting as new sales opportunities come up. Every possible production aid to give local radio professional pace and polish . . . voice, music and sound effects to short-cut production expense. for agency Agency can easily and effectively launch clients on radio with THESAURUS' keen, hard-hitting presentation mate- rial. THESAURUS offers the agency established big-name shows . . . with a talent-plus-economy story no other serv- ice can match. for sponsor Sponsor can choose the exact THE- SAURUS show to fit his audience, audi- tion it, check its results in other markets. Sponsor with a small budget can buy "big time" talent. He can take to the air at unbelievably low cost and get proved performance. * * * Complete audience-building promotion kits packed with material to merchan- dise THESAURUS shows locally: biogra- phies, announcement and feature press releases, photos, photo and ad mats, exploitation campaigns. Your THESAURUS shows get the nation's hits before they're hits — 52 or more selections every month — provid- ing new tunes well ahead of their popularity peak. Basic library of over 5,000 selections with weekly continuity for 28 program series — 55 individual shows. Recorded tie-ins, cross-plugs, pre- broadcast announcements, mood music, vocal cues, voice tracks, sound effects, time and weather jingles, commercial jingles, special Holiday Shows, etc. talent-roster grows! New big-name shows are piling into the big economy package all the time ! Spitalny's famous "Hour of Charm," "The Wayne King Serenade ," "Sons of the Pioneers" and "Hank Snow and His Rainbow Ranch Boys" are four recent newcomers to the THESAURUS family— all with ready-made audiences in the millions. "The WAYNE KING Serenade" whose famous, honey-toned tem- j po has become a familiar and beloved nation-wide insti- tution. One of the most amazing examples of continuous audience pop- ularity and commercial success in the history of radio. PHIL SPITALNY'S "Hour of Charm" has won one of r\ in erica's most v-""^* ^W faithful ami devoted followings — built during a continuous decade of coast- to-coast sponsorship by one of the great U. S. brand names. A powerful sell ing i nil uence on "Mr Lmenca "Swing and Sway -^ with SAMMY KAYE" -jf "FRAN WARREN SINGS Among the many other THESAURUS shows: SONS OF THE PIONEERS THE SINGING AMERICANS (Dr. Frank Block's Male Chorus) CLAUDE THORNHILL AND HIS ORCHESTRA LAWRENCE DUCHOW AND HIS RED RAVEN ORCHESTRA VINCENT LOPEZ AND HIS ORCHESTRA CHURCH IN THE WILDWOOD HERE'S JUNE CHRISTY with the Johnny Guarnieri Quintet RAY McKINLEY AND HIS ORCHESTRA OLD NEW ORLEANS (Jimmy Lytell ond the "Delta Eight") NORMAN CLOUTIER AND HIS MEMORABLE MUSIC A FESTIVAL OF WALTZES MUSIC HALL VARIETIES SLIM BRYANT AND HIS WILDCATS I HEAR THE SOUTHLAND SINGING (Golden Gate Quartet) DOWN HARMONY LANE RIDIN' THE RANGE ORGANAIRES LISTEN TO LEIBERT MUSIC IN MARCH TIME Send for THESAURUS' comprehensive brochure today! E TEX BENEKE SHOW" ARTHUR FIEDLER conducts "Concert Hall of the Air" EDDIE FISHER, now featured on "Music by Roth" "HANK SNOW and His Rainbow Ranch Boys" JOHNNY DESMOND on "The Music of Manhattan" recorded gram services pro; RADIO CORPORATION OF AMERICA RCA VICTOR DIVISION 630 Fifth Avenue, New York 20. V.y. Chicago Hollywood Atlanta Dallas programs, homemaker programs, and musical programs slanted for bilingual markets. Reason for the popularity of these programs, is that they give na- tional advertisers intimate contact with the special tastes of local audiences. In TV areas, sponsors are buying into daytime programs and specialized shows such as sports, foreign language and marginal time. Many stations are running 20 hours around the clock, in order to increase prime after-midnight time. One example is WOV, New York, which has a brewery sponsor ad- vertising at 3 a.m. at regular rates. A Pulse survey for WNEW projected to 3.492,000 radio homes in 12 counties of metropolitan New York-New Jersey found 38.4% of the homes tuned to radio between midnight and 6:00 a.m. A more detailed breakdown of spot radio program trends is found in an- swers to questions below, based on a national AM station survey conducted by SPONSOR. Q. What's the outlook in news programs? A. The boom in news programing WHHM MEMPHIS "independent—but not alooP is happy to announce the reappointment of FORJOE & COMPANY as exclusive national representatives effective July 16, 1951 L since the Korean war broke continues unabated. Even following in the wake of the Korean fighting, advertisers are banking on the fact that audiences will still be interested in the post-war mop- up and a jittery Asia and Europe. A typical response from sponsor's survey came from William J. Adams, program director of WHEC. Roches- ter: "In increases or decreases, spot news seems to be the program that pulls the greatest audience, as well as the one to which sponsors remain loy- al." From Vern Lindblade, commercial manager of KFVD. Los Angeles: "We have noticed no substantial increases or decreases in any particular type program, with the exception of a great- er news popularity (by our audiences I since the Korean war. . . ." And from Joyce M. Chapman, ad- vertising and publicity director for WJBK, Detroit, 24-hour station which presents news every hour-on-the-hour in co-operation with the Detroit Times: "The audience for news broadcasts has been steadily increasing over the months. Nighttime Hooper ratings are greater than ever before." Q. What's the outlook in disk jockey programs? A. Disk jockey shows are running neck-and-neck with news in increased public and sponsor popularity. Here are typical replies from sponsor's sur- vey, explaining this trend toward the heavy usage of platter-spinners: Bill Roche, promotion director for WFBR. Baltimore, says: "I believe there has been a definite trend at WFBR toward more disk jockey pro- grams. This has also been advised by our national rep. The reason for this is to build inexpensive participating announcement shows that will have at- tractive ratings. It is the opinion of some people that this is the only reply to TV competition." Morton S. Cohn. program director. WCHS, Charleston, W. Va., reports: "According to the latest Hooper sur- vey, which was conducted in Charles- ton from November. 1950. through March. 1951, the disk jockey programs seem to be doing best." Claire Himmel, research director of WNEW, New York, whose Art Ford Milkman's Matinee totals up a week- ly audience of 1.025.000: "Our latest survev proves conclusively that the post-midnight audience is not limited to night-owls and such late-night work- 76 SPONSOR WCBS ANNOUNCES THE NEWEST IDEA IN ALL STATION-BREAK ADVERTISING! *q 1 I )V WCBS has always been the best station-break buy in New York. Now it's better than ever. Now WCBS offers advertisers a new plan. Now you can have your commercials delivered by your choice of WCBS local stars: Margaret Arlen, Jack Sterling, Phil Cook, Bill Leonard, Tommy Riggs and Betty Lou, John Reed King, or Harry Marble. Their familiar voices— heard at unexpected times— mean extra attention to your recorded announcements. And extra sales. Their entree into New York homes is your entree . . . their success can be your success. For complete information about star-studded station breaks custom-cut to your product, just get in touch with . . . 1A#£RC New York's #1 Station • Columbia Owned • Represented by Radio Sales SELL! . . . over Western North Carolina's Most Powerful Radio Combination: AM ASHEVILLE, N. C. The sure way, the economical way, the effective way, to reach this big. wealthy market. AM and FM! WLOS Promotion: NEWSPAPER Space Strategic BILLBOARDS WINDOW DISPLAYS DIRECT MAIL WLOS Personalities: UNCLE BING— Hillbilly DR. BOP— Western North Carolina's Only Colored Disc Jockey FRED BROWN— Sports SUNNY DAYE— Women's Shows WLOS POWER: 5,000 Watts Day— 1,000 Watts Night— 1380 kc 9200 Watts 104.3 mc Asheville's Only FM Station Proved results for local advertisers and for the great names among American products. Let us give you detailed lads! Ask The O. L. TAYLOR COMPANY Chicago New York I n\ Vngeles Dallas San Francisco or Call or Write WLOS, WLOS-FM ASHEVILLE, N. C. Affiliated with The American Broadcasting Company ers as taxi drivers and short-order cooks. A lot of people are returning home late from such ordinary activi- ties as visiting or attending the thea- tre, ball games, club meetings — all of which make for a very substantial amount of disk jockey radio listening after midnight, both while driving home and at-home before retiring." Q. What's the outlook in women's home economic programs? A. Most stations report that an in- creasing number of sponsors are buy- ing into these daytime chit-chat shows for the hausfrau. Their reasoning runs this way : "TV women's programs have the admittedly potent virtue of being able to display products visually. But the housewife, busy housecleaning. would rather have her domestic ad- vice offered in easy, aural doses." One woman's program director who gets a big hearing on both AM and TV is Fay Stewart. Her woman's pro- gram has been aired daily for seven years on KSFO, San Francisco; now she's also heard five times weekly on KP1X Kitchen, on KPIX-TV, San Francisco. WFBR. Maryland, reports strong sponsor interest for this fall in Shoppin Fun, It's Fun to Cook, and Every Woman's Hour; as does KFVD, Los Angeles, in its Shopping Hilites. Q. What's the outlook in House- wives' Protective League pro- grams? A. Sponsor participation in HPL's programs — Sunrise Salute, Starlight Salute and the afternoon Housewives' Protective League show — is shaping up strong in most of its 10 markets. Ed Wood, General manager for the HPL programs at CBS Radio Sales, told sponsor: "Our business this fall looks as though it'll be ahead of last year's — even in TV areas, like Washington, I). C. and Hollywood. In some TV markets, though, it may be down some- what. All in all. business will be very good. Why? Because HPL programs, with their boards of housewife testers, have proved over the last 16 years that they can sell merchandise." Q. What's the outlook in religious programs? A. Extremely promising. A concise summary of the trend is wrapped up in the report made to SPONSOR by John Cleghorn. general manager of WHBO. Memphis: "You will find among a great many stations in the South a notable increase in the number of re- ligious programs. Most of these are commercial programs, bought and paid for by independent evangelists and evangelistic preachers supported by congregations on a regional basis." Q. What's the outlook in public service programs? A. Sponsors this fall can make a very shrewd buy in public service programs — they often have a strong local im- pact. The most profitable sponsorship will be on those stations which have used imagination in developing origi- nal shows, rather than depending on the" yat-ta-ta-ta of local speech-makers in an effort to fill the time slot. Here are just three random samples of intel- ligent public service programs: N. L. Bentson. commercial manager of WMIN, St. Paul, Minn., reports: "When the Minnesota 47th Viking Di- vision was called to active service, WMIN's special events department sent a unit to Camp Rucker, Ala., to 'follow the boys.' A WMIN staff announcer, producer and engineer flew to Camp Rucker: taped a series of one-hour shows, Camp Rucker Report, which were air expressed back to the Twin Cities and released on successive Sun- day afternoons. Listener response? Thousands of congratulatory letters. Sponsor response? One hundred spon- sors went begging for just a mention of their names on the series." WHO. Des Moines. Iowa, has built a reputation for itself as a public serv- ice station. Outstanding among its spark-plugs of local attention are its European Relief Project program, which has enlisted listeners to send tons of food. 54.000 parcels to needy Europeans; Veterans' Forum, in which local vets' problems are discussed and solved; News and Views About Relig- RESULTS PROVE 500,000 MEXICANS IN CREATER LOS ANGELES LISTEN TO 6 HOURS OF SPANISH PROGRAMMING DAILY ON KWKW AND KWKW-FM ASK FORJOE 78 SPONSOR Sherman was right! In describing the strategic importance of Atlanta, General Sherman likened the city to a point in the palm of his hand. Outstretched fingers represented vital supply routes on which depended the life of the Confederacy. "/ close my fist on Atlanta," said he, "and I capture the whole great Southeast." We relate this incident — not that we enjoy the recollection — but because, in effect, the same dramatic strategy applies for a successful sales attack on this region today. In its role as the distribution center and commercial capital of the Southeast, Atlanta wields a tremendous sales influence on the entire market. Concentrate major effort on Atlanta through Dixie's most powerful advertising media — WSB and WSB-TV- and make an impact that will be felt throughout the entire Southeastern Empire. wsb wsb-fv THE VOICE OF THE SOUTH ON PEACHTREE STREET Affiliated with The Atlanta Journal and The Atlanta Constitution Represented by Edward Petry fcf Company, Inc. 16 JULY 1951 79 ion: and Country Home, a public ser- vice program slanted toward farm women. Finally. WGAR. Cleveland, has de- veloped a neat gimmick in its Ask City Hall, in which special events director Donald C. Hyde poses questions of civ- ic interest to city hall officials. in ru ral Q. What's the outlook music programs? A. A strictly local trend was report- ed to sponsor by WHBQ, Memphis: There is a decline here in audience preference for the so-called hill-billy, folk or Western music. We have a staff band which at one time played hillbilly music almost exclusively. However, the boys switched to a rather sophisti- cated type of hillbilly tune and a good deal of straight dance music, border- ing on the Dixie Land style. We ob- jected to this for a time, but we are convinced that is what the listener wants." This tendency toward sophistication seems spotted only in certain areas, be- cause many stations elsewhere report- ed a continuing rnterest in genuine. THE FASTEST GROWING MARKET IN AMERICA IS BATON ROUGE WITH A 257% INCREASE IN POPULATION, 1950 OVER 1940 321 % INCREASE IN RETAIL SALES, 1949 OVER 1940 (1949 SALES $154,000,000) Every survey made in the last 4 years shows WLCS as the NO. 1 STATION 8 A.M. to 6 P.M. • • • WLCS BATON ROUGE --ABC- REPRESENTED BY RAMBEAU blown-in-the-bottle hoosier music. Bob Atcher, "Top Hand of the Cowhands," still gets a heavy listener acceptance, with no modernistic folderol in music allowed, when his barn dance musi- cians play on Bob Atcher Presents on WLS, Chicago. And Honeyboy Hardy, WBOK. New Orleans, continues to fare well with "spirituals and sweet-talk music." Program improvements Q. What's being done to improve spot programing? A. Some of the most dynamic efforts are being made in clinics conducted by Associated Program Service and Broadcast Music. Inc. The BMI clinics throughout the na- tion have been sparked by Carl Harevlin. BMI president, and Glenn Dolberg. BMI director of station re- lations. I For programing tips gleaned from BMI's broadcaster clinics, see below. ) An interesting phase of BMIs music licensing efforts is the report underlining the trend toward music in radio. BMI handles the broadcast music performing rights of 900 publishing firms with virtually 100'f of the nation's radio/TV out- lets. A BMI spokesman told sponsor that "since we started in 1940. the use of our copyright music by broadcasters has continued to increase."' The APS clinics are sparked by Maurice I "Mitch" I Mitchell, v. p. and general sales manager. At a typical APS clinic for 50 station operators, for example, the suggestion was made that disk jockeys emphasize "mood block programing" rather than just plav favorite records. It was further suggested that all transcriptions be coded, on the basis of research done by Muzak: "A" for early-morning pepp> music: "B" for later-in-the-morning modefied bounce: "C" for early after- noon relaxation. Tips for sponsors Q. What practical advice is avail- able to advertisers sponsoring spot programs? A. These tips, gleaned from BMI clin- ics, should be helpful: 1. Watch out for disk jockeys who waste time with over-long chatter. SPONSOR PREFERRED NEGRO MARKETS PAY BIG DIVIDENDS Negro radio has solidly established its effectiveness to national advertisers. Any advertiser aware of the Negro Market potential can capture it forcefully and effectively by using Negro radio — the direct route to Negro sales. Some outstanding examples of the use of this media can be found among the following successes: A beer advertiser, fourth in sales in certain Negro areas, used every medium but Negro radio. After the advertiser decided to purchase this type of advertising, he jumped to second place in less than one year. Other beer adver- tisers followed suit. A national magazine decided that tne only effective medium to increase their circulation was the use of Negro radio. After a one week campaign, circulation increased by 40%. Two bread accounts bought Negro radio and increased to additional areas after sales showed a sharp rise. A cigarette advertiser had a general 15% increase. A toothpaste advertiser, after a short test, increased his Negro radio schedule to almost every Negro area. There are many more examples, but these firms are typical. Their verdict: Negro Radio delivers very profitable and at low cost. National Advertisers Flocking to Negro Radio The \alue of low-cost, high-return adver- tising through Negro radio can be attested to by such prominent national advertisers as: Bristol Meyers (Ipana); Colgate-Palmolive- Peet Company (Vel and Fab); Ebony Maga- zine; B. C. Remedy Company; American Safety Razor Company; Best Foods (Nucoa Margarine); General Foods (Sure-Jell); Griffin Shoe Polish; Falstaff Brewing Com- pany; Monarch Wine; Lever Bros. (Jelke Margarine); Champale; Welch's Wine; Sul- phur 8; Royal Crown Hairdressing; Murray's Pomade; Thorn McAn Shoe Stores; Cham- pagne Velvet; Gordon Baking Company; S S S Tonic; Hadacol. New Media Market Approach With Unique Programming The medium serving most Negroes, directly and specifically, is Negro radio. To use this medium properly, contact Preferred Negro Markets, Inc., covering approximately 8,000,- IKHI Negroes with a purchasing power of ovei $6,000,000,000 in 45 important areas. Negro programs are specifically designed for and directed to the entertainment prefer- ences of the Negro population. Programs featured are muscial entertainment, Negro guest celebrities, and Negro news and com- munity items. Each program acts as a public radio medium promoting the interest of the Negro in his community and is built around key personalities or Emcee's who over a period of time have established themselves solidly with the Negro population. These experienced personality salesmen enjoy the confidence and respect of their Negro folli V ing. They know how to talk the language of their Negro audience and put the sales mes- sage across with maximum impact. THE NEGRO MARKETS LISTED ON THIS MAP INCLUDE 8,000,000 LOYAL LISTENERS REPRESENTED BY F0RJ0E & COMPANY 16 JULY 1951 81 Mobile, Alabama BEAMED TO THE BIG AUDIENCES Who Are RADIO'S STEADY Year-round LISTENERS • hillbilly • sports • colored WKAB is the ONLY station in this area with a Merchan- dise Department to bolster distribution. Mobile, Alabama Representatives: THE FORJOE COMPANY 2. It is unwise to buck several d.j. shows competing simultaneously with yours. 3. Don"t neglect local names and events in news shows. 4. Audience participation should highlight guests, not the interviewer. 5. Never talk down to guests on au- dience participation shows. Q. What advice would help in the timebuying of either programs or announcements? A. A SPONSOR survey of timebuyers brought forth this list of cautions: 1. Don't compare ratings without considering the percentage-of-error fac- tor. That may be the sole basis for one show besting another. 2. Don't use BMB figures blindly. They are a valuable yardstick but must be applied against knowledge of the local scene. 3. Don't fail to consider a station's standing in its own community. A rep- utation for integrity carries over to the advertised products. 4. Don't overlook local live pro- grams. Frequently, they have enthusi- astic, sales-active followings. 5. Don't waste talent of local per- sonalities. Give them the chance to do commercials in their own style. 6. Don't fail to supervise local shows carefully. Over-enthusiastic talent can go beyond copy claims you authorize, causes FTC trouble. 7. Don't buy on the basis of power or affiliation alone. These important characteristics of stations shouldn t blind buyers to other factors. 8. Don't buy, as a matter of fact, on the basis of any one or two factors. Good buys are based on a study of all the facts. 9. Don't fail to supply the timebuy- er (if you're an advertiser or account executive) with all the marketing and other strategic information available. 1(1. Don't tie the timebuyer's hands (if you're a client), by insisting on approval of each buy. In the interim, good bins ma\ he -napped up. Type of spot time spon- sors are buying most Q. What's the outlook for one- minute announcements? A. Station representatives and time- buyers report this form of spot radio is currently most sought after. The low-cost factor, relative ease with which timebuyers can book them ^com- pared to programs!, and fact that a lot of "sell"' can be squeezed into that 60 seconds of precious time, all con- tribute to their popularity. Q. How are station-breaks faring? A. People in the trade say there is a "considerable"' trend away from pur- chase of station-breaks, with the plav going to one-minute announcements. Why? Typical of those surveyed was the comment of Wells Barnett, John Blair & Company: "Because more spon- sors are favoring the greater amount of 'sell' you can pack into one-minute announcements." Q. What's the outlook for three- minute periods? A. Virtually non-existent. A few spon- sors, like Chevrolet, once used extend- ed commercial periods. But, having achieved uniformity of time slotting, stations now don't particularly encour- age the use of these periods. Q. What's new in double and triple spotting? A. By and large, station representa- tives and timebuyers are urging more stations to dispense with this type of squeeze play. They reason, it's bad for the station and certainly bad for the sponsor. A listener hearing too many commercials, one after the other, is apt to turn off his radio set in disgust. Saturation buys Q. What's the trend in spot satu- ration buys? A. The infiltration of TV notwith- standing, you can expect sponsors to I Please turn to page 85) KLIX In one of the west's RICHEST MARKETS Idaho's Fabulous Magic Valley Ask Hollingbery I ABC at Frank C. Mclntyre Ttcin Falls. Idaho V. P. and Gen. Mgr. £2 SPONSOR ••^sT ysrs ft r* 1 •v THE BARE FACTS Tremendous negro, rural and religious audiences — These three sections of Georgia population form the basis of Georgia's two "Three R" stations. WEAS in Atlanta and WJIV in Savannah, the first two markets in Georgia. These three elements constitute the overwhelming majority of the pop- ulation. Only WEAS and WJIV give you a complete coverage of Georgia's "huyingest" audience. J$& a 7/eney qfa £et'7fa- WEAS and its 10,000 watts blanket the heavily populated Atlanta area and environs. WJIV (Savannah) and its 1,000 watt coverage brings in the rich costal plains population. Advertisers need not look further when they seek the most important part of the South's biggest market — the three R's. The Family Stations pay off in results! IDEAS WJIV 10,000 w * 1010 kc y/C-K^^^'X) 100° w # 900 KC ///4^*^*<~ ^C^^M^I £s»*lS*A+±**» %& Savannah THE FAMILY ^STATIONS 16 JULY 1951 83 Network programs aval table on local stations ( rcid to) TITLE TYPE APPEAL NET TIME TESTED EXPLANATION MARTIN AGRONSKY News General ABC IS mln. 6/wk yes Early morning commentary from Washington AMERICA'S TOWN MEETING Forum General ABC 45 min. l/wk yes George V. Denny Jr. and guest speakers BERT ANDREWS News General ABC 15 mln. l/wk yes News and Interviews CECIL BROWN News Family MBS 15 min. 5/wk yes Commentator ELMER DAVIS News General ABC 15 min. 5/wk yes News interpretation PAULINE FREDERICK News General ABC 10 min. 5/wk yes Woman news analyst PAUL HARVEY News General ABC 15 min. 5/wk yes News analyst from Chicago HEADLINE EDITION News General ABC 10 mln. 5/wk yes Narrated by Taylor Grant AL HELFER'S SPORTS DIGEST Sports Male MBS 15 min. l/wk yes Inside news of sports ROBERT HURLEIGH News Family MBS 15 min. 5/wk yes Commentator LADIES FAIR Variety Female MBS 25 min. 5/wk yes Audience participation quiz TED MALONE News General ABC 15 min. 5/wk yes Human interest news MR. PRESIDENT Drama Family ABC 30 min. l/wk yes Incidents In lives of U. S. presidents with Edward Ai null MUTUAL NEWSREEL News Family MBS 15 min. 5 wk yes On-the-spot news MARY MARGARET McBRIDE Interviews General ABC 30 min. 5/wk yes Unusual Interviews NO SCHOOL TODAY Children's Show Juvenile ABC 60 mln. l/wk yes Eat. morning funfest PERFECT HUSBAND Aud. Partic. General ABC 30 min. 5/wk yes George Renneman. M.C. PIANO PLAYHOUSE Music General ABC 30 mln. l/wk yes Piano music POOLE'S PARADISE Variety Family MBS 55 nin. 5/wk yes Music and views ROGUE'S GALLERY Drama Family ABC 30 nin. l/wk yes Private-eye drama GEORGE SOKOLSKY News General ABC 15 mln. l/wk yes Weekly commentary HARRY WISMER Sports General ABC 15 mln. l/wk yes Weekly sports round-up NO. 1 RET Ait, SAf.ES OPM'ORTliVMTr li\ MNBMA1XA! Only WWCA Gat y9 Indiana WWtA. Programmed locally to over 400,000 responsive listen- ers . . . 50,000 rural people, 30,000 Negroes, 100,000 industrial workers and four nationality groups. Polish- Creek-Croatian-Serbian. The only rad io station serv- ing and sclli "g all the rich Lake-Porter C ounty mar- ket. WWCA- 1000 WATTS FULLTIME 1270 KC Dee O. Coe President-General Manager Hotel Gary — Phone 9171 84 SPONSOR launch heavy radio saturation cam- paigns this fall in both TV and non- TV markets. The reasons: (1) to ex- ploit seasonal sales demands; (2) to promote products at a special period of the week; (3) to sell mass-demand goods ahead of competitors; (4) to launch new products. Falling into cat- egory 1 are advertisers like Robert Hall Clothes, who will be using spot radio in markets throughout the na- tion to win the back-to-school trade, to sell goods designed particularly for autumn, to woo pre-Christmas buyers. In category 2 are advertisers like Life, which is launching an announce- ment campaign in 70 markets sched- uled for Thursdays, Fridays, and Sat- urdays, as copies of the magazine hit newsstands in the various markets. In category 3 are advertisers like Lever Brothers, stepping up its spot radio for Rinso in 70 markets, for Spry in 75 markets, in order to battle hard against stiff competition from P&G and Col- gate. I In the same category is Blatz Brewing Company, which hopes to gain suds supremacy with the aid of saturation spot radio come fall.) Typ- ical of category 4 is Protam, a nutri- tional supplement for people who diet, which is currently launching a spot ra- dio campaign over 200 stations to fa- miliarize the public with the brand name. Singing commercials Q. Do singing commercials still have a potent sales punch? A. The answer from agency people, researchers, and singing commercial writers is an unqualified "yes." Jerry Bess, vice president of the Frank B. Sawdon agency ( which handles the Robert Hall commercials!, says: "Jin- gles and singing commercials are as popular as ever. Brighter jingles are what everyone is seeking and to main- tain singing commercial popularity the main idea is to 'keep your commercials fresh'." Lanny Grey of the famous Lanny and Ginger Grey commercial writing duo adds some background. "There was a decline in the use of singing commercials in 1949 when everyone was sitting back and waiting to see what would happen in TV. But, in 1950, when advertisers with limited budgets realized TV was for big pock- etbooks and that radio was here to MAINE BROADCASTING SYSTEM to -the BUY-WAYS of Maine ^ WCSH PORTLAND 1925 4 ". Tf .-■'''■ '" WRD0 AUGUSTA 1932 WLBZ BANGOR 1926 HOW TO COVER A THRIFTY STATE Few states have more diversified industries than has Maine with 1363, not including agriculture and commercial fishing. People prosper better when their dollars and their labors are invested in many enter- prises. The Maine Broadcasting System stations serve more of the homes of Maine's em- ployed men and women than any other radio group.* They speak regularly to these thrifty people who know values, buy wisely and enjoy the good life. '■'*' 'Has" -zzmmM «■ SBbHw revenue . . . ■■':'.'■'■' i "160 AP Newscasts Sponsored Weekly" "Since WITH was established 10 years ago, we ha|| used Associated Press news continuously, most of I time exclusively. Our AP membership has been a gr| satisfaction to us. Our AP service has produced important results . . satisfied sponsors . . . anrj great deal of station revenue." Thomas Tinsley, Preside^ WITH, Baltimore, Renewals, ratings and revenue all attest the selling power of AP news. Hundreds of the country's finest stations announce with pride THIS STATION IS A MEMBER II I ■ ■ i iSf^s tC^ -/ *** Nf / Associated Press . . . constantly on the job with • a news report of 1,000,000 words every 24 hours! • leased news wires of 350,000 miles in U.S. alone! • exclusive state-by-state news circuits! • offices throughout the world! • 100 news bureaus in the U.S.! • staff of 7200 augmented by member stations and newspapers ... more than 100,000 men and women contributing daily! Accuracy, truth and live-wire reporting have established The Associated Press as the world's greatest news service. Alert broadcasting of AP news builds peak listen- ership for stations and sponsors. Faithful audiences have confidence in AP news... and they have confidence, too, in the prod- ucts linked with AP's reputation for dependability. And... AP's accurate, live-wire coverage is available to broadcasters on a cost-of- service basis. For full information on how you can get the benefits of AP news service... WRITE TODAY. RADIO DIVISION THE ASSOCIATED PRESS 50 Rockefeller Plaza. New York 20, N.Y. ASSOCIATED PRESS. A/ow. . . MORE POWER on WGTC 5000 W Day 1000 W Night Directional * MORE LISTENERS on WGTC New, clear signal tremendously increases coverage, attracts greater audience and more lis- teners, sells more buyers. SAME LOW RATES on WGTC Greater power, broader cover- age, more sales, at practically same low rates for former local coverage. MORE FOR YOUR MONEY on WGTC GREENVILLE, N. C. Full Time — 1 590 Kc Mutual Affiliate Nationally Represented By John E. Pearson Company stay, they turned to singing commer- cials and they're as popular as ever." Len Kudisch reports listeners tested by Schwerin Research Corporation definitely have no prejudice against singing commercials. When Schwerin recently analyzed singing commercials for several big name clients, audience reaction was favorable. One of the fa- vorites: a Campbell Soup Company commercial heard on Club 15, CBS musical show. Q. What types of singing commer- cials are popular? A. Commercials will continue to stress waltz, samba, or polka backgrounds. Occasional hillbilly or inarch tunes back up vocal renditions. Robert Hall Clothes Inc. presently has a woman's commercial played to the tune of "Strolling Through the Park One Day"; men's sales pitch to "When the Value Goes Up-Up-Up." Roy Ross of WNEW informs that the famous Miles Shoe commercials origi- nally featuring a male Negro quartet and rhythm section now use five voices I two girls, three men) with a two pic- colo-one trombone accompaniment. The George R. Nelson agency of Sche- nectady, advertising specialists for such famous advertiser names as Pep- si-Cola; General Electric (Syracuse) ; National Dairy; Fedders-Quigan; Mo- hawk Carpet and Blue Coal, employs as many as 11 people in some of their commercial renditions (trio, girl solo- ist, guitar, piano, bass drums, trom- bone, trumpet, and violinist). Q. What does a singing commer- cial cost? A. Lanny and Ginger Grey offer a complete recorded jingle series for six months local use for as little as $850. This includes: creation and writing of jingle and six months usage; all pro- duction and recording costs; finished masler and pressing; one or two voices; instrumental trio background. The subsequent local usage rate is only $385 for each successive six months period. There's no limit to costs. Produc- tion costs, musicians paid at AFRA scale, type of talent used, and whether advertiser is local, regional or nation- al, all add to the price tag. But an ef- fective singing commercial can be made to fit any size budget. Q. Who are some of the advertis- ers using singing commercials? A. The list reads like a Who's Who of American Industry with names like Shell Oil; Sonotone; Mohawk Carpet; Barney's; Pabst; St. Joseph's Aspirin; Cresta Blanca Wines; Twentieth Cen- tury Fox; Minute Maid and a host of local advertisers. In fact, it is these small local advertisers who are spon- soring jingles covering Mother's Day; Valentine's Day, Easter, Graduation Day and other such occasions. World Broadcasting System reports its mem- ber stations selling these special occa- sion musical rhymings to advertisers in these categories: credit jewelers; confectionery stores; drug stores; de- partment stores and other merchants who run three or four week campaigns prior to the special occasion itself. Transcriptions Q. Are national advertisers in- creasing their purchase of tran- scribed syndicated programs? A. Yes. National advertisers are plac- ing more and more money into local and regional markets in order to aug- ment their network TV coverage. In the trend toward spot and low-budget- ed night shows, transcribed syndicated programs such as those sold by Ziv, MGM Radio Attractions, RCA Record- ing, and Goodman are finding an ever- increasing market. The Frederic W. Ziv Company, which had a one-program beginning in 1937, today produces 24 syndicated programs for which sponsors annually pay $12,000,000, heard over more than 1,000 stations. From 12 national ad- vertisers in 1946, they now boast well over 120, many on a co-op basis. Among them are Coca Cola. RCA, Le- ver Brothers, Westinghouse, Ford, Kaiser-Frazer, Chrysler, Pontiac, Bor- den, Motorola and P&G. Autumn business is definitely on the upgrade for the program transcribers. A. B. Sambrook, manager of RCA Re- corded Program Services, told spon- IDAHO'S MOST POWERFUL 10,000 WATTS K G e m BOISE, 185,000 CUSTOMERS 88 SPONSOR "We're from Milwaukee and we want you to see that your $ $ $ go farthest on WE MP" HIGH HOOPERS! LOWER RATE! PROBLEM: How to budget $125.00 per week in Milwaukee? ANSWER: On WEMP:* $108 per week buys 14 - 1 Min. or 100-word Announcements for 52 weeks 5 ti. weekly in the "Coffee Club", 3.5 Hooperating 5 ti. weekly in the "1340 Club", 4.6 Hooperating 4 ti. weekly in the "Old Timers Party", 4.2 Hooperating Total Daily — 12.3 Hooperating Total Weekly — 57.3 Hooperating « ON NET STATION #1* $122.50 Buys 5 - 100-word Announcements for 52 weeks 5 ti. weekly in the Early Morning Show, 6.6 Hooperating Total Daily— 6.6 Hooperating Total Weekly— 33.0 Hooperating Note: computation is for 100 word, on Network Station -, t , cost would be $203.75 per week. *"' ' M,n' *All Hooperatings based on Ocl-Fcb, 1951 Comprehensive using highest individual 15- minute strip rating, 8:00 A.M.-6-.00 P.M. For $50, $75, $100, $150 or more, you can buy 2 times the audience of Network Station —1 2V2 times the audience of Network Station rr2 )oin other shrewd national advertisers using high-rated, low-cost saturation schedules on one of the nation's strongest independent stations! WEMP 24 HOURS OF MUSIC, NEWS AND SPORTS HUGH BOICE, General Mgr. • HEADLEY REED. National Rep. 16 JULY 1951 89 SOR: '"If all present indications mate- rialize, this fall will be the biggest year in RCA Syndicated Program sales." RCA Syndicated Programs began in 1937 with three program series; now has 26 programs being carried over 255 stations. Fifteen national advertis- ers are among its current clients, in- cluding Frigidaire. General Electric, Philco, P&G, Lever Brothers, RCA Vic- tor (mostly on a co-op basis). Harry S. Goodman Radio Produc- tions tallies hundreds of advertisers, national and local, buying over 18 shows. Pepsi Cola. Lever Brothers, Lambert Pharmacal (Listerine), Ster- ling Drugs, Dolcin. General Foods, Swift & Company, American Home Products are numbered among its na- tional clients, present and past. Charles Michelson. Inc., whose more than 20 programs are heard on nu- merous stations, reports program sales to such sponsors as End's Fruit Salts, Blackstone Washing Machine Corpo- ration, and the Kentucky Utilities Com- pany. Jo Ransom, publicity director for WHOD... is proud to announce it is Movin' around with Smilin' Mary Dee WHOD's Sellm'est Female D.j. Smilin' Mary Dee Pittsburgh's Super Female D.J. This year marks the 3rd anniversary in WHOD's public service activity. The Mary Dee Program started with the birth of the station. WHOD . . . is also proud to announce the opening of its new Mary Dee Studios at Centre and Herron Avenues, in the heart of Pittsburgh's well heeled Hill district, August 1st. WHOD ■ ■ ■ The station of nations 250 watts 8 50 on every Pittsburgh dial Beams programs to Polish — S!ova'< — Jewish — Italian — Greek Croatian — Hungarian — Negro — Lithuanian. Arabi — WRITE FOR SALES CASE HISTORIES - Represented Nationally By JOE WOOTON INTERSTATE UNITED NEWSPAPERS, INC. 545 Fifth Ave. NEW YORK 17, N. Y. MGM Radio Attractions, whose pro- grams are heard over more than 200 stations from coast to coast, reported : "We have had constant renewals, and a wide variety of advertisers, local as well as national." Teleways, Los Angeles, features such programs as Barnyard Jamboree and John Charles Thomas. Morton Pro- ductions. Chicago, have done well with The Westerners and This Is the Story. Q. Are top-notch transcribed shows available to national adver- tisers? A. Although transcription firms offer a variety of programs (mystery, musi- cal, soap opera) the national advertiser faces the problem of availabilities in all the markets he may be interested in. Few new transcribed shows are be- ing produced. Those on the market are already well tied up in many areas. But an advertiser can do one of several things: He might pick a new show, se- lecting all the markets he's interested in covering before local or regional cli- ents have bought many of them. He might have a show produced exclusive- ly for his use. He might have a pro- gram tailor-made to his specifications. The problem of long-term shows, 52 episodes or more, has eased consider- ably with production of fewer shows and more episodes done by responsi- ble producers. The advertiser need no longer sign off for want of continuing episodes. Q, Does a transcribed program cost the advertiser more now than before? A. No. Increase in talent fees by something like 100%, processing in- creases and other factors contributing to higher cost of the finished product are felt very little by the advertiser. Basic reason is volume sales. Where a transcribed show once was consid- ered a great success if sponsored in some 200 markets, moderately success- ful shows now have 300-400 regional and/or local sponsors. An advertiser can get a transcribed show for from $3 to $350 and higher per episode, depending upon market and station. Q. How popular are transcribed programs in comparison to net- work offerings and live local shows? 90 SPONSOR FALL . . WINTER AFTER WINTER HIGH It VMM.* and LOW RATES make Independent \\ M IE to«!L^&8Sr^ 1/ ltlwo * * . . . ONE OF THE RICHEST MARKETS IN THE UNITED STATES! When You Plan Your Fall and Winter Selling, Remember This . . . IN COMPETITION WITH FOUR NETWORK STATIONS, FROM 8 A. M. TO 6 P. M., INDEPENDENT WNEB HAS MORE LISTENERS THAN THREE OF THESE STATIONS COMBINED! * These Are Top Ratings You Can Get Your Hands On. In Time Periods That Are Available To You. THIS YEAR RLY U \ lit. THE WORCESTER STATION THAT SELLS! * Hooper Reports Oct. 1949-Feb. 1950 Oct. 1950-Feb. 1951 WORCESTER MASSACHUSETTS NEW ENGLAND'S LEADING INDEPENDENT IN NEW ENGLAND'S THIRD LARGEST MARKET Represented by: The Boiling Company, Inc. and Kettell-Carter, Inc. 16 JULY 1951 91 Separate But i^aual WERD Proves A Moot Southern Point in Atlanta '"Separate but equal", — that famous phrase heard but seldom seen, came true, Hooper-wise for WERD in May, 8:00 AM to 12 noon- Monday through Friday. WERD'S Hooper Audience share equals the best station in Atlanta today. Here are the Hoopered facts : WERD Station A Station B Station C —23.2 —23.2 —19.7 —10.6 Other AM and FM —23.2 WERD is the most economical radio buy in Atlanta. 860 on every Atlanta dial covers the area shown below 1000 watts.. Contour of WERDville Write for proof of performance Represented nationally by JOE WOOTTON Interstate United Newspapers, Inc. 545 Fifth Avenue New York 17, N. Y. "WERD is Negro owned and operated. A. Transcribed programs, with their big-name stars and big-budgeted, smooth productions, are today more popular than ever. Standout of the past year has been Ziv's Bold Venture, starring Humphrey Bogart and Lau- ren Bacall, heard on 500 stations. A breakdown of its varied types of spon- sors reveals: brewers 35%; auto deal- ers, 10%; food products, 9%; furni- ture stores, laundries, 7' ap- pliance dealers, 4%. In Shreveport, La., Bold Venture had a 20.2 rating — twice as high as competing shows at the same period, whether net or local- ly originated, also double the rating of the shows that preceded it. Another Ziv program, the Guy Lombardo Show, had an 11.2 rating in Omaha Sunday afternoon — topping all its competitors combined, and almost three times the rating of both the pre- ceding and following shows on the same time schedule. According to Bennett S. Rosner, ad- vertising manager for RCA Record- ings: "Our programs normally do as well, often better, from a rating stand- point than network offerings. For ex- ample, A House in the Country got a higher rating in Portland, Ore., than the network Jack Benny Show which played against it." Other high-rated RCA shows: Aunt Mary, 11.4 in Oma- ha, Neb.; The Haunting Hour, 8.5 in San Francisco. MGM shows, like The Story of Dr. Kildare, The Adventures of Maisie, The Hardy Family, Crime Does Not Pay, At Home With Lionel Barrymore, nab uniformly high ratings. MGM is particularly proud of the honors award- ed to its shows; MGM Theatre of the Air recently won a citation at the Ohio State University Education by Radio Institute. One of the Goodman shows, Let George Do It, featuring private eye George Valentine, has consistently ranked among the top 5 on the Pacific Coast and for 20 out of 27 months led all Pacific Networks in ratings. Popularity of Goodman shows is also hypoed by promotional stunts. Re- cently ,when its Red Ryder, sponsored by the R. L. Zeigler Packing Com- pany, was heard on WTBC, Tuscaloo- sa, Ala., the station leased two movie theatres for the exhibition of Red Ry- der movies. For admission, each youngster had to submit one wrapping for a Zeigler product. Over 1,700 kids packed the two theatres. Included in the variety of popular offerings available to national, local and regional advertisers is the Beatrice Kay Show. A Richard H. Ullman, Inc. ( Buffalo I program, it features song- stress Beatrice Kay, vocalist Artie Mal- vin, large male chorus and guest stars. Available: 156 quarter-hour programs. A complete promotion kit with a test- ed kick-off promotion gimmick goes with the show. Teleways Radio Pro- ductions Inc., Hollywood, offers com- edy with Tom, Dick and Harry plus a variety of other transcribed availabili- ties including: Riders of the Purple Sage; John Charles Thomas, and Strange Wills. Q. What type of program seems most popular? A. Mystery-adventure shows on the order of Five Minute Mysteries (RCA) and Mystery House (Goodman) seem to be to the fore currently. But there's also a heavy demand for juveniles, like Dick Cole at Far Military Academy ( Michelson ) , folk music like Burl Ives Show (Goodman), and Westerns like Cisco Kid ( Ziv ) . Q. How costly will transcribed programs be this fall? A. They will vary, depending on the size of the market, and, in some cases, the station. Bold Venture, for exam- ple, could cost $15 per half-hour pro- gram in a rural market, but $750 in New York City. An RCA program v/ill range from $4 to over $200. Network co-op .shows Q. What is the fall outlook for network co-op programs? A. Here's one segment of radio that's picking up billings left and right. Bert Hauser, co-op director of Mutual Broadcasting System, reports sales are up 66% over last year. Summer bill- ings are well ahead of spring, and the fall promises to be the top season in JOE ADAMS REACHES ALL NEGROES IN LOS ANGELES Kf\ \ « » | 50C0 WATTS \J YV L CLEAR CHANNEL LOS ANGELES - SANTA MONICA. CALIF 92 SPONSOR MBS history. News programs are defi- nitely generating the greatest interest with between six and seven hundred sponsors picking up the tab for Fulton Lewis, Jr. on 376 stations. Word from ABC is that bills are now going out to 788 sponsors, against 587 using this medium a year ago. On a dollar basis, ABC billings are ujt 43 rv over last year. National advertisers who are snapping up these availabilities include Socony-Vacuum, Sinclair Oil. Interna- tional Harvester, and American Vis- cose Corp. The Amalgamated Clothing Workers of America I CIO I sponsor "American Forum of the Air in New York City, Washington, and Detroit. Further indications of the war-nerves of the country may be seen in the number of sponsors who have signed up for ABC co-op news programs: Paul Harvey 1 95 I , Headline Edition 193), Elmer Davis (84), and Martin Agronsky (131). Pauline Frederick, woman analyst available only in East- ern and Central time zones, has more than half a hundred sponsors, includ- ing department stores, household ap- pliance outlets, cleaners, and laundries. One reason for greater interest in co-op programing is that sponsors who have tossed a bundle into TV shows in metropolitan areas are using co-op as a form of insurance. Cost-conscious advertisers are endeavoring to pinpoint their efforts through spot and co-op programs. NBC and CBS, each of whom have a couple of news shows available on co-op basis, are rumored to be getting ready to jump in with both feet. Library services Q. What's the fall outlook for ad- vertisers in sponsorship of pro- grams already prepared and script- ed by library services (available via radio stations)? A. With a sharp trend toward music and news, more advertisers are buying these top talent music shows, expertlv built and scripted, and easily adapted to selling on the local radio station lev- el. A library service today is more than an indexed collection of records. It consists of a series of open-end high- fidelity radio transcriptions along with professionally written scripts offering local announcers record cues, continu- ity, and other program aids. When an advertiser buys a series WIBC Indiana's First and Only 50 KW Station WIBC offers all of Hoosierland in one profitable package — plus important out-of-state "bonus" cov- erage— and at the lowest rates of any 50 KW sta^ tion in the middle west. Within WIBC's 0.5 MV contour live 1,068,166 radio families* . . . with total buying power of $4,985,952,850.00.** *1949 BMB **1950 Sales Management Survey of Buying Power Ask your John Blair man about valuable time, big coverage, low rates at... 1070 KC BASIC MUTUAL The Friendly Voice of Indiana R. M. FAIRBANKS, PRESIDENT • KENNETH W. CHURCH, GENERAL MANAGER? INDIANA'S FIRST AND ONLY 50,000 WATT STATION 1070 KC- BASIC MUTUAL 30 WEST WASHINGTON STREET • INDIANAPOLIS 6, IND. 16 JULY 1951 93 YOU SELL Jacksonville, Fla.'s MAMMOTH Hillbilly oskFo,iM audience when you buy . . . , mm v It/. The Station They All Listen To CLEVELAND .... "The Family Station" serving Clevelanders and all the local nationalities in the 3rd most densely populated metropolitan district in the U. S. A. ... covering 336 square miles. .... Ask Forjoe for the power-packed selling facts about the effective WSRS domination and local impact. Hooper rating up ...WSRS cost per thousand lowest in town, thus the best buy in . CLEVELAND KXLA with III IHIII watts an HID k covers The Big 5,DD0.00D Las lni|i:li:s Market and BUSINESS IS WONDERFUL from a station, he gets nationally known talent at low cost, plus a con- tinuing, integrated series of programs of network music show calibre. Nine leading library companies service sta- tions with these programs: Associated Program Service, New York; Capitol Records, Hollywood; Lang-Worth Fea- ture Programs, New York; C. P. Mac- Gregor, Los Angeles; RCA Recorded Program Services (Thesaurus Shows I . New York; Sesac, New York; Stand- ard Radio Transcription Services, New York; World Broadcasting System, New York. Q. What sponsors are buying li- brary service programs? A. Regional and local advertisers are the heaviest users, but an increasing number of national advertisers are us- ing them. too. World, which services 800 subscriber stations, lists among its typical sponsors Philip's "66" Oil Company, Kaiser-Frazer, Borden Ice Cream, and Bendix TV. RCA Thesau- rus, which services over 500 subscrib- er stations, boasts of 18 national ad- vertisers (largely on a dealer co-op ba- sis), including Dodge. Ford, Coca Co- la, Philco, Borden. Lang-Worth Fea- ture Programs lists Robert Hall. Sears Roebuck, Kelvinator. Associated Pro- gram Service lists Westinghouse Deal- ers, Household Finance Corp.. Thyo- vals Vitamins, Todd's Appliances. Standard and others have comparable lists of national sponsors. Q. What sort of shows can a spon- sor buy? A. A vast variety, be it religious mu- sic, Spanish music. Dixie Land jazz, or what have you. World, which also of- fers gift-occasion and seasonal jingles, has headliners like Dick Haymes and Russ Morgan, patriotic music and readings, like Forivard America, river- boat music, like Steamboat Jamboree. RCA is proud of Wayne King Serenade which got a 34.5 rating in Mankato. Minn.; Church in the Wildwood, with a 28.1 rating in Fort Wayne, Ind. As- sociated- Program Service has dinner music, like Candlelight and Silver: show tunes, like Curtain Calls. Capitol has a neat Western serenade, Andy Parker and the Plainsmen; a King Cole Dixieland combo. Lang-Worth has classical music, The Concert Hour, as well as falk. Riders of the Purple Sage. \l.i< ■( r i < ■ u < > t has Inii-i /rami and a />')// 94 SPONSOR Showcase of Music. Sesac offers late evening dreamy music. Starlight So- nata and a Mister Muggins Rabbit for the small fry. Standard provides a Sports Parade and Hollywood Calling — narrative mingled with music. Bruce Eells & Associates, of Hollywood, offer a range from Pinto Peter in Arizona to Thrills From Great Operas. These are only samples. Each library has many more — representing an excep- tional low-cost programing opportunity for the economy-minded sponsor. VM radio Q. What's the fall outlook for frequency modulation radio? A. Frequency modulation radio, with its emphasis on fine music, fidelity in reproduction and freedom from static, is a real boon to discriminating listen- ers. But from a commercial and audi- ence viewpoint, only a handful of FM stations have anything to chirp about. Recently, General Electric Appliances, Inc., signed a 26-week sponsorship of Symphony Hall each Fridav night over the AM and FM stations of WQXR. New York. At the same time, other General Electric distributors contract- ed for the same program on the 13 FM stations of the Rural Radio Network in New York State. Powerful WMIT. near Charlotte, N. C. finds business so promising it is on the air more than 16 hours daily and covers portions of six states. Paul R. Benson, production manager of KAYL-FM. Storm Lake. Iowa, reports that 28.8' < of the homes in Buena Vista County are FM- equipped. and that the station received 452 phone calls requesting tunes on a musical party it conducted. While some FM stations have folded, other sta- tions, like WASH and WGMS-FM, Washington. D. C. WFLN, Philadel- phia, and KOCY-FM. Oklahoma City, are thriving. So is energetic WFMA in Rocky Mount, N. C. And some sec- tions report a minor boom in the sale of kits for quality FM tuners and am- plifiers. However, FM is still suffering from advertising malnutrition due to lack of circulation. Q. What sort of circulation can a sponsor get on FM radio? A. Industry spokesmen say that 71/4% of the home sets in the L nited States — or roughly 9,000.000 — are capable of tuning to FM. Receivers are usually FM-onlv table models; FM-AM phono- graphs; and TV-FM. The chief diffi- culty is. though, tbat not enough IM- AM receivers are being distributed in areas where the demand is heaviest. Between April and May. 1951, the FM Department of the National Associa- tion of Radio and Television Broad- casters surveyed 123 wholesale radio distributors in 41 cities of 18 states. Thirty-six of the 41 distribution areas queried — or 88' < — reported manufac- turers' shipments inadequate. Nearl) half of those queried (60) reported that the demand for FM-AM models c\ Everything! (except rates-) LISTENERSHIP — Highest ratings* in the station's history, day and night (TV notwithstanding). RETURNS — 14 different sponsors using WCFL exclusively re- port steadily increasing effectiveness. Other adver- tisers are defying the "summer slump" and staying on as never before. A loan company says, "We're doubling our time purchases, and we're using ONLY WCFL!" A used car dealer says, "Our advertising is keyed to direct results — and we're buying a second (additional) 15-minute strip over WCFL." A TV dealer adds a second strip across the board. BUSINESS — More local and more national advertisers are now represented on WCFL than ever before. An audience estimated at well over ONE MILLION heard a recent White Sox night game against the St. Louis Browns ! WCFL An ABC Affiliate Represented by the Boiling Company, Inc. 50,000 WATTS-1000 ON YOUR DIAL 666 LAKE SHORE DRIVE, CHICAGO, ILL. 16 JULY 1951 97 Presenting the handsome Hollywood singing personality, Allan Jones, plus England's 60-voice Luton Girls Choir and 40-piece concert orchestra directed by Sidney Torch — 30 minutes, every week for 52 weeks. i„-ill£ rZnno\ The name "Allan Jones" conjures up numerous moments from Hollywood's silver screen: remember "A Night at the Opera". . ."The Boys from Syracuse". . ."The Firefly". . ."The Great Victor Herbert"? They were all starring vehicles for Allan Jones. Star-studded entertainment— a brilliant 30-minute musical presentation of show tunes, standards and outstanding novelties — complete with voice tracks by Allan Jones opening and closing the show and introducing many of the featured numbers. "The Allan Jones Show" is big-time! The listener appeal is universal. Available in September over all Lang-Worth affiliated stations — 30 minutes, every week for 52 weeks. Send for your illus- trated brochure now. LAM-WORTH FEATURE PROGRAMS. Inc. Ml ^eX tcf1 auo^o ■anew'' SidHty tot^ 113 WEST 57th STREET, NEW YORK 19, N. Y. WESTERN OFFICE LANG-WORTH Feature Prog. Inc. 14579 Benefit St., Sherman Oaks, Cal. CANADIAN OFFICE ^ S. W. CALDWELL ltd. 80 Richmond Street West, Toronto £:?»'.*. "'^"y* °nd -." *r,s A*to»< -Cut ""&. '"*<& 0/r You Can't Sell Durham Without Station WDNC DURHAM, North Carolina 5,000 WATTS 620 K.c. PAUL H. RAYMER, REP. campaign. After 12 weeks of Transit Radio, the sales in these stores are now averaging T/c above last year." Q. Is there any change pending in Transit Radio programing? A. No. The basic ingredient will still continue to be listenable popular tunes. Other elements are capsuled news, with accent on local items; time signals; weather reports; sports scores. Com- mercials are spotted at least five min- utes apart. Although newspapers like the St. Louis Post Dispatch and Wash- ington Post have blasted away at Tran- sit Radio commercials, contending they capitalize on a "captured audi- ence," a survey that Public Transit Companies made in eight cities showed over 95% passenger approval. Storecasting Q. Just what is Storecasting? A. Storecasting is an exclusive service offered by Storecast Corporation of America ( 100 Fifth Avenue, New York 11, N. Y.I which offers manufacturers a valuable coordinating tool in their merchandising. FM radio is used to funnel programs consisting of music, homemaking talks, and commercials into 630 super markets, giving spon- sors (more than 250 grocery and drug sundry manufacturers ) an opportunity to hit potential customers at the point of sale. Of equal importance to the sponsor is the fact that more than 400 personal service calls are made to suh- scribing stores every week. These calls are made by merchandising experts who encourage retailers to maintain adequate stock levels and display spon- sored products in prominent positions on the shelves. These frequent con- tacts assure the retailer of receiving the best results of promotions such as "Breakfast Banquet" and "Royal Fam- ily." Newspaper ads and colorful pos- ters at point of sale are used to supple- ment the broadcasts and focus atten- tion on the products featured in the promotion. Q. Are sponsors satisfied with Storecasting results? A. Storecasting, now in its sixth year, has a renewal rate of better than 70%. Sponsors such as Ceneral Foods, Swift & Company, Libby, McNeill & Libby have been using this medium since its inception. Since the first of the year, 77 new advertisers have signed up in- cluding Jell-0 ; Kraft ; Beech-Nut Baby Foods; Yes Tissues; Hormel Chili Con Carne; Minute Maid Lemonade Mix. Yal S. Bauman, sales manager of Na- tional Tea Company, says, "We know that our Storecast advertising pro- duces an increase in product sales of from 25% to 150%." Q. What new developments are anticipated in Storecasting? A. Recently, drug and drug sundry manufacturers have begun to aggres- sively merchandise and promote the sales of their products in super mar- kets. The problem of coordination here promises to be a terrific one and Storecast has been counselling both manufacturers and retailers as to the development of basic formulas for merchandising the line. A number of drug producers have signed up for the Storecasting service, and it is expected that drugs and drug sundries will add a substantial sum to the annual super market "take." Role of reps Q. What do the station reps do besides selling time? A. Reps are more important in the structure of spot radio than ever be- fore. From "pavement pounders" they have evolved into consultants for their stations on every phase of operation. Edward Petry, for example, exercised leadership by making a study of spot radio effectiveness in St. Louis. The Katz Agency goes in heavily for re- search (both AM and TV), supplies stations and timebuyers with valuable, data. John Blair has taken an active role in suggesting programing improve- ments to its stations. Free & Peters makes an important informational con- tribution with its shirt-sleeve clinics. Forjoe has organized a group of Negro stations into a coalition. All of the reps are increasingly ac- tive in recommending improvements, setting of rate structure, in fact, any aspect of station policy. The stations have turned to them for guidance be- cause they are faced now with greater difficulty in selling time than was usual 100 SPONSOR *-». /V"< >'? |.i? ** rs IV-'- ,....-. ^-\- . ... .... . . *iVO» Ar*-^- ^'>^\ V \ /•ay y -v -V* - (^ s **• America's Greatest rtft'»'i "[[cm Advertising f 'fl\\ MIRf Medium KL4 16 JULY 1951 101 in pre-war, pre-TV days. Advertisers benefit, in the long run. from the new role of the reps because what they are doing serves to make spot radio an in- creasingly effective medium. Foreign-language market Q. How can this market be reached with a minimum of waste? A. Foreign-language groups tend to congregate in the metropolitan areas, making it easy for the advertiser to pin-point his message. New York, New Jersey and Connecticut, with a total population of slightly less than 19 and a half million, have 1.800.000 Italian- speaking people; 2,200,000 Yiddish; over 500,000 Polish; 700,000 German; 400,000 Spanish. In the Southwest area of the U. S., between 3,000.000 and 3,500,000 Spanish-speaking folks I mostly Mexicans) are located. The Foreign Language Quality Net- work has collected data showing over four million Italian-speaking people in SOUTHWEST VIRGINIA'S PiQ*t£eA> RADIO STATION *C. E. HOOPER, Inc. Get the entire story from FREE & PETERS 14 markets and more than 1,500,000 Polish listeners in 11 market areas. Surprisingly, few advertisers have taken advantage of the availability of this valuable data assembled by FLQN. according to Ralph Weil. President of the organization. Q. What about the Italian-speak- ing market? A. A recent Pulse survey for WO\ . New York, revealed that in WOV's area this market includes 515.001 ) radio-homes. The average family con- sists of 4.11 persons as against a city- wide average of 3.30 persons. Two- thirds of the Italian-market house- wives are foreign-born (justifying heavy daytime programing I . Within this group, the station has a 17'. greater tune-in than competitive Eng- lish-language stations. Proof of the pulling power of this type of program- ing was demonstrated to the Uddo- Taromina Company, manufacturers of Progresso Foods. This sponsor booked a quarter-hour musical show ( six days weekly I and offered to broadcast a recording of a message from any speci- fied relative in Italy in return for a $2.00 proof of sale. Within two weeks he was so swamped that he upped the ante to a $12.00 proof of sale. In the past eight months so many people snapped up this offer that the sponsor has had to double his airtime in order to broadcast playbacks of the messages from Italy. An Advertest study made for WHOM, New York, showed the aver- age sets-in-use figures during Italian program periods never fell below 259c for any 15-minute period, even during the early morning, and reached as high as 60% sets-in-use during the evening periods. This Italian-speaking mar- ket, says Advertest, ranks as the sixth largest market in the U. S. Q. How can a sponsor cash in on the Yiddish market. A. During the week stations WEVD and WLIB beam at 2.200,000 people in New York with a wide variety of programing. WLIB is currently broad- casting 12 hours of Yiddish programs and 24 hours of Anglo-Jewish mate- rial every week for sponsors as diversi- fied as Safeway Stores. Crawford Clothes. Procter & Gamble, and Hotel Diplomat. WMGM, New York, gar- ners a fat slice of this market with its 102 SPONSOR LEADS ALL OTHER INDEPENDENT STATIONS 43 OUT OF 58 QUARTER HOURS* Detroit Conlan Report — April 15 Through 21, 1951 attd,,, IN THE AFTERNOON .. . (12:00 N-6:00 P.M. IS THE NUMBER THREE STATION IN DETROIT SHARE OF AUDIENCE Network "A" 24.1 Network "B" 20.9 WKMH 13.6 Network "C" 13.3 Network "D" 1 1 .9 Independent 9.8 Non-Rated Independ- ents (And other).... 6.4 BETTER BUY WKMH IN DETROIT "American-Jewish Caravan of Stars" every Sunday from 12:30 to 1:30 p.m. Broadcast in English, the program fea- tures top stars of the American-Jewish entertainment world such as Henny Youngman, Molly Picon, Moishe Oy- sher, and Harry Hershfield. Present sponsors of the program are White Rock Sparkling Beverages, Barricini Candy, and I. Rokeach Food Products. Q. Although the Negro market is a large one, isn't it a low-income one? A. A recent Daniel Starch survey for Ebony magazine revealed that the 15,- 000,000 Negroes in this country con- stitute a $15 billion market. Radio is being recognized as the medium that reaches areas not touched by Negro slick magazines. This, coupled with a growing awareness of the hefty income of the Negro market, is drawing ad- vertisers to the Negro market. Preferred Negro Markets, Inc., a new combination of Negro program stations represented by Forjoe & Co., New York, reports a remarkable inter- est by national advertisers. Think this over ! When you use WIBW, our listeners have con- fidence in YOU, too! Last year, WIBW listeners sent us almost a quarter-million dollars* in cold, hard cash. This money came direct to WIBW because our listeners have absolute confidence in the merchandise we talk about on the air. When our listeners hear any product advertised on WIBW, that's all the recommendation they need. They buy. '■$204,800.93 to be exact. fr v^_ WIBW Serving and Selling THE MAGIC CIRCLE Rep.': Copper Publications, Inc. • BEN tUDY, Gen. Mgr. • WIBW • KCKN Throughout the nation, and espe- cially in the South, radio stations have emerged for the prime purpose of cap- turing this rich market. Many of these stations use sub-standard programing and literally insult their listeners with cut-rate quality discs, too much em- phasis on blues numbers, and "talking down" to the audience. Joseph L. Wooton of Interstate United Newspa- pers, Inc. (radio division) has hopes of getting together with top-notch Ne- gro programers and setting up a code designed to raise the level of program content on these stations. As in the case of other minority groups, the Negro has a strong sense of brand loyalty. Because he has al- ways felt discriminated against, the very fact that a station removes some of that feeling by "talking" directly to him is almost enough to guarantee that he will spend his money on the prod- ucts and services advertised on that station. Q. What radio advertising possi- bilities exist outside of the conti- nental U. S.? A. Here's some data on good markets: American representatives for sta- tions in the 15,000,000-population Ca- nadian market (Weed & Company, Adam J. Young, Jr., Inc., Donald Cooke, and Joseph Hershey McGillvra) say that an increasing number of American advertisers are waking up to the vast sales potential and good brand of radio available in Canada, (spon- sor's second issue in August will con- tain a special section dedicated to Ca- nadian broadcast advertising.) Puerto Ricans spend about $340-, 000.000 for mainland products annual- ly, and personal income levels are in- creasing. Although there's only about 150,000 radio sets on the island, au- thorities seem to be under the impres- sion that about three families listen to each set. Almost all programing is in Spanish. Hawaii has more than 100.000 radio homes. The 466,000 islands racked up an income of more than $480 mil- lion last year. Almost 58.000 tourists dropped $35 million in this year-round vacationland. Bulk of programing is in English, remainder in Japanese and Ilocano. All of the top networks have local outlets and national advertisers have gobbled up main time slots. The CBS outlet in Honolulu. KCMB. car- ries everything from "Arthur Godfrey 104 SPONSOR and His Friends" and '"Strike It Rich" to "Perry Mason" and "Brighter Day." The 10 radio stations in Alaska can thank Uncle Sam for the recently in- creased defense appropriations which have sent a host of free-spending con- struction workers up to "Seward's fol- ly." Many sponsors, such as Blatz Beer, Philip Morris, Kolynos, and Bi- CoDol, are spending money to get their share of the market. Programing ranges from disk jockeys and soap operas to news programs and live ma- jor league baseball games. Regional nets Q. What are the advantages of regional network sponsorship? A. The national advertiser can select big sections where his product sales are weak; where he wants to increase distribution. Regional nets offer him a selectivity not available with net sponsorship, a range not available gen- erally via a single station. Anthony C. DePierro, Geyer, Newell & Granger vice president, cites this example of radio's regional situation today: "An advertiser with distribution in approxi- mately 20 states long wanted regional net radio but never seemed to be able to swing prime time periods. Present conditions in the radio field have changed this. Now he can get what he wants with plenty of station cooper- ation." Q. What's the fall outlook for re- gional network sponsorship? A. A spokesman for the huge Don Lee network, which has 45 stations along the Pacific Coast, told SPONSOR :"Our business will be at an all-time high this fall." Among its many current na- tional and regional advertisers are Bor- den, Dolcin, Viking Soap (Los An- geles), Hubinger Starch Company, Studebaker, and Wildroot. The only cloud on the horizon, ac- cording to Wythe Walker of The Wal- ker Company: "The networks are cutting rates and undervaluing the me- dium." The Walker Company repre- sents Pacific Northwest Broadcasters; Z-Bar Network { Montana) ; and Okla- homa Group Broadcasters. A Paul H. Raymer Company spokes- man says the regional networks they represent show business increases over a like period last year. The McClatchy Beeline stations in California are sub- stantially ahead of last year's business including the summer months; the Ari- zona Broadcasting System and the New England Major Market group report similar billing increases. Good business for three regional net accounts (Lone Star Chain: Oklahoma Network and the Southwest Network I are reported by the O. L. Taylor Com- pany. The same holds true for the Intermountain network represented by Avery-Knodel. The outlook for the New England regional net, according to Weed & Company is most favorable from an AM point of view. At the same time that regional busi- ness is on the upswing, the newest re- gional system announces the affiliation of a 27th station to its group. The Fi- delity Broadcasting System Inc., a group of hometown stations in Florida which began operation last February, is programing 18 hours a day. The net reports many national and regional advertisers. The programing fare: sports, locally produced shows, and transcribed programs from the major transcription firms. 18 of the 20 top-rated programs are on CBS • . • and in Buffalo CBS is WGR ^rtntdcoAtmy Grrpj^rutwti RAND BUILDING, BUFFALO 3, N. Y. National Representatives: Free & Peters, Inc. leo 1. ("Fitz") Fitzpalrick I. R. ("Ike") touniberry 16 JULY 1951 105 is a BETTER THAN EVER BUY! WOAI has almost 5 times the NIGHTTIME coverage of any other San Antonio station (BMB). WOAI has almost 21 2 times the DAYTIME coverage of any other San Antonio station 9 Three radio sets 4,410,800 homes or lO^c . i» o Four radio sets 2,205,400 homes or 5f7 Altogether, this adds up to 71,900,000 home radio sets now in use. During 1949 about 10,000,000 new radios were sold; during 1950 14,000,000 were sold. Source: O. H. Caldwell, edilor of "Tele-Tech" magazine. 3. How many homes listen to the average program? Source: A. C. Nielsen Evening average Average evening net- work show draws an audience of 3,3 10,000 homes. ,VIV Day average (cumulative) Average five-times-a-week daytime radio show during Dec. -Jan. 1951 reached 10,601,- 000 homes. Evening average (cumulative) Average one-night-a-week network radio show during Dec. -Jan. 1951 reached 9,931,- 000 homes one or more times over four-week period. 108 SPONSOR 4. How does radio's circulation compare with other media? Sources: Audit Bureau of Circulations, NBC Research* Medium Circulation % of U.S. Radio (estimated Oct.-Dec, 1951) _... 42,900,000 96% TV (estimated Oct.-Dec, 1951) 15,000,000 33% Radio-Only Homes (estimated Oct.-Dec. 1951) 27,900,000 63% Saturday Evening Post' 4,036,246 9% Life* 5,351,630 12% This Week* ......._. 10,006,564 22% *Most recent ABC reports. Life & Saturday Evening Post, 9 months ending 30 September 1950. This Week, 6 months ending 30 September 1950. 5. How does radio compare with other media in delivered audience? Sources: Various, see below Radio (Vz hr. once a week average evening program; Oct.-Dec. 1951) 8,190,000 people TV (Vz hr. once a week average evening program; Oct.-Dec. 1951) __. 6,003,000 people Saturday Evening Post (1949 to 1950) _ 4,415,000 people Life (continuing Politz Study) 5,509,000 people This Week (July 1949-June 1950) 7,149,000 people SOURCES FOR FIGURES ABOVE RADIO: 1950. Gross audience 16,982.000 multiplied by Average */, hour Nielsen rating 8.3; average average percent of noting, 26%, gives 4,415,000 homes reached on basis of 41,700,000 radio readers. Pages were black & white, homes — 3,561,000. Multiplied by 2.3 listeners per home to give 8,190,000 people. LIFE: Sources — Politz Study. Noting data from Daniel ■"•' Starch Consumer Magazine Report Julv 1949 to Average V2 hour evening ARB rating 18.6, ad- June 1950. Gross audience 23,950,000 multiplied justed to projectable rating of 13.8. Average by average percent of noting. 23%, gives 5,509,- homes reached on basis of 15,000,000 TV fami- 000 readers. Pages black & white, lies — 2,070,000. Multiplied by listeners per home to give 6,003,000. THIS WEEK: Sources — Daniel Starch Consumer Magazine Re- SATEVEPOST: por, ju]v 1949 to june 1950. Noting data, same. Source*. — Continuing Study of Magazine Audi- Gross audience 23.829.000 multiplied by average ences, 1949. Noting data from Daniel Starch percent of noting (black & white page), 30%, Consumer Magazine Report July 1949 to June gives 7,149.000 reader-. 16 JULY 1951 109 ► i RATINGS ■«■ I RENEWALS •-ISs&^i'Sft !■.<■■ • . ^ HIGHER RATINGS In BIG Towns In SMALL Towns San Francisco . 16.0 Hattiesburg . . 29.6 Louisville . . 21.7 Zanesville . . 26.0 Minneapolis . 16.5 Youngstown . . 21.3 He'll chalk up high ratings for you, too.' MORE RENEWALS! . . . Minneapolis, consistently outrating important network shows. . . . New Orleans, consistently delivering a large and loyal audience. . . . Raleigh, consistently selling for Carolina Power and Light Company. He'll chalk up more renewals for you, loo! EASIER SALES • "Boston Blackie' s 19.1, the highest rated show on Sunday afternoon in Kansas City." James Coy — Rogers & Smith Advertising Agency • "Boston Blackie has the most loyal listening audience of any show we've ever had on the air and is Lake Charles most outstanding mystery show " James H. Jesse, Pgm. Dir., Station KLOU, Lake Charles, La. • "Today marks the 91st broadcast of Boston Blackie for Falls City Beer — Louisville. Our latest Hooper tops all network and local competitive programs." . , Ray D. Williams — Prater Advertising Agency • "We ore having tremendous success with Boston Blackie. Once it was necessary to re-schedule ^Blackie' for play-by-play sport commitments. It would be difficult for you to appreciate the deluge of calls we received at the station." John T. Rutledge, Ass't. Gen. Mgr., Station WVJS, Owensboro, Ky. He'll chalk up easier sales for you, too! ■> Mov^onTl/f AM + TV = TOP RESULTS! Boston Blackie on TV is already proving the fastest seller ever. Sponsored by big-name advertisers on top TV stations in: NEW YORK CITY, CHICAGO, LOS ANGELES, WASHINGTON, D. C, DETROIT, CINCINNATI, DAYTON, COLUMBUS, PITTSBURGH, CLEVELAND, LANCASTER, TOLEDO, MINNEAPOLIS, RICHMOND, NORFOLK, ATLANTA HURRY YOUR MARKET MAY STILL BE AVAILABLE! WRITE, WIRE OR PHONE. I* fttitf ®mr '»£"*» tat6 ,. ***to "°"nvc 6. What's the size of the out-of-home audience? Source: Pulse "Out-of-Home" listening survey, February 1951 City Philadelphia Boston New York Cincinnati St. Louis Minn. -St. Paul Chicago Average quarter-hour sets-in- use of "in-home" radio listening 19.8 23.1 24.1 20.5 21.9 25.0 20.8 3 ? Werage quarter-hour sets-in- use of "out-of-home" radio listening Percent of additional listening added by "out-of-home" sets 3.4 17.2% 3.4 14.7% 3.5 14.5% 2.7 13.2% 2.4 11.0% 2.7 10.8% 2.2 10.6% Listening from 6 a.m. to midnight every day of the week; by average quarter-hour sets-in-use. 7. How many car radios are there? Source: The Pulse, Inc., 1951 Metropolitan Area Atlanta Birmingham Boston Buffalo Chicago Cincinnati Detroit Los Angeles Car Radios 71,100 66,700 288,200 138,400 716,700 130,900 501,900 857,900 Metropolitan Area Minneapolis-St. Paul New Orleans New York Philadelphia Richmond St. Louis San Francisco _ Washington, D. C. Auto radios installed, U. S. — .. Percentage of cars equipped with radio Radios in public places 19,100,000 46.9% 5,000,000 Source of figures immediately above: NBC Research, January 1951 Car Radios 171,800 81,300 770,000 301,600 43,600 234,800 350,100 151,200 8. How long do they listen daily out-of-home? Source: BBDO report on TV, 1951* Non-TV Homes TV Homes AVERACE LISTENER 1 hr. 23 min. 1 hr. 20 min. HOUSEWIFE 1 hr. 10 min. 1 hr. 03 min. MALE HEAD OF FAMILY 1 hr. 26 min. 1 hr. 22 min. "OTHER" MEMBER 1 hr. 29 min. 1 hr. 32 min. ^Note: Away from home listening was largely automobile radio listening. The BBDO panel showed 51% of its members auto-radio equipped. 112 SPONSOR 9. How does listening differ hour by hour? (by number of homes) Source: A. C, Nielsen, January 1951 Time of Day Sets-in-Use Time of Day Sets-in-Use Ti me c f Day Sets-in-Use p*- J 9 AM-10 AM 6,709,000 ( ^i 2 PM-3 PM 8,121,000 0' PM- 8 PM 11,538,000 r^ J 10 AM-11 AM 7,682,000 C ^ 3 PM-4 PM 7,995,000 ©• PM- 9 PM 11,820,000 f \ J 11 AM-12 AM 8,058,000 ( y\ 4 PM-5 PM 7,838,000 ©• PM- 10 PM 11,726,000 ( ' J 12 AM- 1 PM 9,030,000 ( k ) 5 PM"6 PM 8'215'000 ©•• PM- 11 PM 9,469,000 f P\ 1 PM- 2 PM 9,657,000 [ ] 6 PM-7 PM 9,594,000 ©" PM- 12 PM 5,299,000 10. How does listening differ hour by hour? (by °/o of homes) Source: A. C. Nielsen % Tuning in % Tuning in Homes with Radio Only Homes with Radio pi us TV All Homes* 9-10 AM 10-11 AM 11-12 NOON 21.4 16.6 24.5 22.5 25.7 25.7 20.6 24.0 25.7 12- 1 PM 1- 2 PM 2- 3 PM 28.8 24.1 30.8 18.4 25.9 16.0 27.4 27.7 23.6 3- 4 PM 4- 5 PM 5- 6 PM 25.5 16.3 25.0 14.3 26.2 13.6 23.3 22.3 22.8 6- 7 PM 7- 8 PM 8- 9 PM 30.6 11.4 36.8 10.9 37.7 8.6 25.7 30.6 31.0 9-10 PM 10-11 PM 11-12 MID. 37.4 8.5 30.2 7.5 16.9 5.4 30.6 24.3 13.8 *Except homes having no radio. 11. How many homes are reached by the top 10 radio shows? Source: A. C. Nielsen. Total number of homes reached, average of second and third weeks of May, 1951 — Average Audience Basis 16 JULY 1951 1. Lux Radio Theater 2. Jack Benny 3. Charlie McCarthy 4. My Friend Irma 5. Talent Scouts 6. Walter Winchell 7. Mystery Theater 8. You Bet Your Life 9. Mr. Keen 10. Mr. Chameleon No. of homes 4,274,000 3,855,000 3,771,000 3,771,000 3,646,000 3,520,000 3,436,000 3,394,000 3,394,000 3,143,000 113 ► 12. How many listeners per set? Source: C. E. Hoooer, Mid-winter 1949-50 N. Y. Time Radio Audience TV Audience ■» fi Alt r3 6:00- 7:00 p.m. 0.71 0.83 nn Hi It 7:00- 8:00 p.m. 0.77 1.07 5ff f I 8:00- 9:00 p.m. 9:00-10:00 p.m. 0.76 0.78 1.21 0.78 ^ 2 0 £ 6:00- 7:00 p.m. 1.02 0.94 ■ m A M ■ 7:00- 8:00 p.m. 1.06 1.17 V W ■ ■ • A V V ■ 8:00- 9:00 p.m. 1.07 1.43 z w flf W If v v rv l/v If 9:00-10:00 p.m. 1.12 1.12 6:00- 7:00 p.m. 0.54 1.46 2 *>A £*- s 7:00- 8:00 p.m. 0.54 1.17 s A* •Jl m- i WW f f 8:00- 9:00 p.m. 9:00-10:00 p.m. 0.49 0.41 0.87 0.41 6:00- 7:00 p.m. 2.27 3.23 TOTAL 7:00- 8:00 p.m. 8:00- 9:00 p.m. 9:00-10:00 p.m. 2.37 2.32 2.31 3.41 3.51 2.31 13. How does listening vary with the season? Source: A. C. Nielsen Sets-in-use /in ■■" Night ime 6 p.m.- 12 mi< i. Dayt me 6 a.m.-( ■> p.m. 4U „ M *N s r^ ,' S *+ ++* '«*>• *•». s p-l ou ^ ^ \ ■fffl / / S s V -- / f 4+* 90. /u ^5 *^ m _ III ■ n 1 0 JAN. FEB. MAR. APR. MAY JUN.JUL. AUG. SEP. OCT. NOV. DEC. JAN. FEB. MAR. APR. MAY JUN.JUL. AUG. SEP. OCT. NOV. DEC 1 948 1 949 ■ 1 114 SP ONS OR 14. How many stations are there? Sources: Networks and TV Digest ABC CBS MBS \ NBC TOTAL WITH INDEPENDENTS RADIO 249 180 545 168 2,251 TV 61 62 DUMONT 60 65 107* *TV stations have multiple affiliations, particularly in one-station markets. , FM Stations— 672 , ;' '/ ' 15. How does listening vary by city size? Source: A. C. Nielsen (Average audience by city size) Small & Rural 1,223,000 listeners Total listeners — 3,227,000 Medium-sized 1,023,000 listeners Metropolitan 981,000 listeners Number of programs averaged here — 105 Seasonal variations in listening Chart, left, traces the seasonal pattern in radio listening. As adver- tisers have long been aware, January marks the peak of audience size, while July represents the trough. Summer dip of the listening curve has caused many sponsors to regard summer radio as a poor buy, audience-wise. But as one agency radio research expert pointed out to SPONSOR, if the averages of three months near peak and trough are compared, difference is not nearly as marked as it appears. Both high and low points are extremes which last only a short time, and consequently should not be regarded as significant in themselves. R. APR. MAY JUN. JUL. AUG. SEP. OCT. NOV. DEC. JAN. 1951 16 JULY 1951 115 II. Cost of broadcast advertising 1. How many radio and how many TV homes can be reached for a dollar? Source: The Biow Co., Fall 1950 Radio — 161 Television — 87 Homes per Dollar Persons per Dollar Radio — 371 Television — 226 2. How does network radio compare with other media in cost? Cost-per-thousand Audience Net Radio (a) 2.23 8,289,000 Average sponsored evening half-hour Life (b) 3.18 5,509,000 Average black-and-white page This Week (c) 3.34 7,149,000 Average page Net TV (d) 4.23 5,889,000 Average sponsored evening half-hour Sources: (a) Nielsen average audience rating Oct. -Dec. 1950; (b) Starch, July 1949-June 1950; gross audience Politz Study 1950; (c) Starch, July 1949-June 1950; (d) American Research Bureau, Oct.-Dec. 1950. 3. What would be the cost of one announcement on enough stations to cover the U. S.? Source: The Biow Co. Evening- $3,500 Day — $1,750 116 SPONSOR ► C° ****** This powerful radio voice is hitting a 17,000,000 population area in 5 important states and is open to advertisers at the lowest rate of any major station in this region. A tremendous buy for action and sales that is establishing new records for advertisers daily. Plan your schedules NOW. Put this powerful 50,000 Watt voice to work for you. CKLW 50,000 WATTS at 800 KC GUARDIAN BLDG. • DETROIT Adam J. Young, Jr., Inc. J. E. Campeau 9 National Representative President Mutual Broadcasting System 16 JULY 1951 . 117 4. What's the talent cost, rating, and homes per dollar for various types of radio and TV programs? Sources: A. C. Nielsen, The Biov RADIO Program Type Average Talent Cost Number Programs Average Rating Number Programs Aver. No. Homes per $ Number Programs Average Talent Cost Number Programs Average Rating Situation Comedy $11,000 8 28.9 8 135 8 $10,700 16 9.6 Variety Comedy $11,700 19 28.0 19 126 19 $19,500 6 10.2 General Drama $ 7,500 14 26.7 II 116 1 1 $ 8,000 5 8.2 Mystery Drama $13,500 15 28.0 14 145 14 $ 5,400 20 8.6 Concert Music $15,800 1 20.1 1 82 1 $ 7,800 6 5.4 Popular Music $ 9,800 2 36.8 1 73 1 $ 7,000 5 5.1 Variety Music $ 6,500 17 19.6 14 94 14 $10,700 6 8.7 Quiz & Aud. Partic. $11,600 17 22.1 17 127 17 $ 5,900 10 7.3 Aver. No. Number Homes N umber Programs per $ P rograms 16 16 181 7 142 7 5 184 5 21 211 21 8 119 8 5 123 5 6 158 6 10 188 10 5. What are some typical talent costs for radio shows? (compared with TV) Source: The Biow Co., January 195! estimates All shows are 30 minutes unless otherwise noted. RADIO TV RADIO TV Situation Comedy Quiz Panel Aldrich Family $10,000 One Man's Family $8,500 20 Questions $3,700 Goodrich Celebrity Time $7,500 Life of Riley $10,000 The Goldbergs Stu Erwin $8,750 $12,750 Concert Music Leave it to the Years $3,750 General Drama Voice of Firestone $8,000 Voice of Firestone $13,500 Dr. Christian $6,000 Hollywood Screen Test $3,000 Telephone Hour $13,200 Hallmark Playhouse $6,000 Kraft Theatre (60 min. ) $13,600 Railroad Hour $10,500 Cavalcade of America $13,200 Studio One (60 min.) $16,500 Popular Music Mystery Drama Vaughn Monroe $10,000 Your Hit Parade $28,000 Nick Carter $2,300 The Web $8,500 Contented Hour $7,500 Mystery Theatre $5,200 Lights Out $8,500 Mr. and Mrs. North $7,500 Plainclothesman $3,750 Variety Comedy Red Skelton $20,100 Allen Young $13,500 Audience Participation Judy Canova $9,800 Ken Murray (60 min.) $20,000 People Are Funny $8,500 Paul Winchell $12,800 Jack Benny $28,800 Colgate Comedy Hour (60 min.) $50,000 Quiz Giveaway Variety Music $64 Question $4,00C Chance of a Lifetime $3,750 Bing Crosby $25,000 Godfrey's Talent Scouts $4,500 Bob Hawk $7,500 Stop the Music $8,750 Grand 'ol Apry $5,200 Showtime USA $21,000 (30 min. segment] Gene Autry $7,500 Original Amateur Hour $10,000 118 SPONSOR WEST VIRCINIA STATE CAPITOL, CHARLESTON This is the story of radio in Charleston* liVest I ii'fjitiiii... the whs story WCHS is the station with the highest over- all Hooperating! With five stations in town, WCHS has 43.1% of the total audience— more than twice the share of the next ranking station! This establishes WCHS as tops in the Charleston city area! WCHS runs away with the score in the hinterland as shown by the latest BMB figures! They show that the total picture discloses that WCHS gives you more than all the other four in terms of total listening audience! WCHS leads overwhelmingly in top rated shows! The Hooper survey shows that WCHS leads the field in 84.1% of all rated quarter hours! WCHS advertisers have the lion's share of the audience both in and out of the city area — and your chances are 6 out of 7 that you will be in the highest rated spot in Charleston radio at the times you're on the air! The Charleston, W. Vo., Radio Story is the Story of WCHS • 580 ON YOUR DIAL • 5000 WATTS DAY AND NIGHT 16 JULY 1951 119 I III. Radius Billings 1. How much money, in gross figures, has been spent to buy network time in recent years? Source: Publishers Information Bureau 1951 First 5 Months $33,060,678 $25,260,893 $14,582,390 -12.0 + or - from 1950 + 9.9 '.; - 8.8 $ 7,668,217 5.2 1950 $70,744,669 61,397,650 35,124,624 + or -*, from 1949 11.6' 4.1 17.1 1949 $63,403,583 1948 $62,265,105 1947 $59,250,964 64,013,296 69,697,590 65,756,517 42,342,854 44,304,245 43,550,144 16,091,977 -10.8 18,040,596 22,728,802 22,372,711 TOTAL NETWORK GROSS TIME BILLING *9t9 / /Jssoi $183,400,000 ISffj I $ 80,572,178 (first 5 months) 2. How much money was spent to buy spot radio time? Source: SPONSOR estimate 1947 $90 million 1948 $100 million 1949 $108 million 1950 $120 million 120 1951 $132 million SPONSOR ► FOR COVERAGE WITH A + II I : < . I O X A L I. Y WGY and only WGY with its powerful 50,000 watts serves 53 counties in 5 northeastern states. Included in this tremendous coverage picture are 21 major metropolitan markets each with 25,000 or more people within its retail trading area. HOOPER SHOW 1. If IT . . . . BMB 1' HOM.lt IT HERE THEY ARE NEW YORK ALBANY HUDSON NORWICH SARATOGA AMSTERDAM JOHNSTOWN ONEONTA SCHENECTADY GLENS FALLS KINGSTON ROME TROY GLOVERSVILLE UTICA MASSACHUSETTS VERMONT ADAMS PITTSFIELD BARRE RUTLAND NORTH ADAMS BENNINGTON BURLINGTON . . . add to this the home counties in which these 21 cities are located and you have a richly concentrated market of 2,980,000 people with spendable incomes in excess of 3 billion dollars LOCALLY In the 1 1 county area recognized by the Commerce Department of the State of New York as "The Capital District", the actual BMB county by county breakdown showing the percentage of radio families comprising a station's weekly nighttime audience is as follows: COUNTY ALBANY COLUMBIA FULTON GREENE MONTGOMERY RENSSELAER SARATOGA SCHENECTADY SCHOHARIE WARREN WASHINGTON With a BMB average of 90% WGY leads its closest competitor by more than 45'r for the combined 1 1 counties of New York State's Capital District. In no instance does any area radio station surpass WGY in the number of nighttime listeners — even in home counties. In daytime listening one station enjoys a slight margin in only one county. Here is the actual station by station comparison TOTAL WEEKLY AUDIENCE im NIGHT 428,160 451,230 163,910 171,940 107,910 113,360 115,510 121,220 VGY STATION A STATION B STATION C 90% 82% 63% 67% 84% 32% 25% 35% 87% 22% 14% 22% 87% 19% 29% 36% 96% 31% 16% 21% 88% 88% 53% 55% 96% 57% 45% 45% 91% 77% 54% 52% 97% «% — 16% 91% — 19% 18% 93% 32% 30% 29% STATION WGY (50,000 W) STATION A (5,000 W) STATION B (10,000 W) STATION C (1-5,000 W) So remember, for complete coverage of a vast 53 county area plus concentrated coverage of New York State's 3rd market, the Capital District, your best radio buy is WGY. A GENERAL ELECTRIC STATION Represented Nationally by NBC Spot Sales #• \ Time spent with radio c&mptired with other media 1. Percentages of population spending time with radio and other media during a typical day Source: BBDO Survey, November 1950 Read SUNDAY NEWSPAPERS __ 93% Read DAILY NEWSPAPERS ...... ..... 93% Read MAGAZINES 66% Listen to HOME RADIO _ 82% Listen to RADIO AWAY FROM HOME 25% View TELEVISION IN HOME 23% View TELEVISION AWAY FROM HOME 10% 2. How do TV set owners and non-owners differ in their media activities during a typical day? Source: BBDO Survey, November 1950 Read SUNDAY NEWSPAPERS Read DAILY NEWSPAPERS Read MAGAZINES Listen to HOME RADIO Listen to RADIO AWAY FROM HOME View TELEVISION IN HOME View TELEVISION AWAY FROM HOME NON-TV HOMES 94% 93% 69% 87% 24% 11% TV HOMES 93% 92% 60% 67% 26% 87% 9% 3. How much do people listen each day per home? Source: A. C. Nielsen, Jan. -Feb. 1951 RADIO ONLY HOMES HOMES WITH RADIO & TV 4.53 HOURS 2.63 HOURS ALL HOMES* *Except homes with no radio 122 4.06 HOURS SPONSOR ► LHYItOlfV LOVES A "MYSTERY*9. . . rilL "Launches" One With Glamor A.DTER1 [SI Vl.\ * ^ RVHODV loves a mystery -and they like 'em better rapped up in pretty pack- Is how KTUL, the "Show- i i" station down Tulsa way, ■ p with a "natural" to hypo r interest in the Tulsa Char- 3 se Show, May 29 thru June ypical KTUL promotion t. it launched another poten- i ebrity on the Stardust trail n Tbig time" — a trail traversed i tly by former KTUL'ers. j time it was Peggy Fowler — ster nt' Tulsa's famous Patti , who now is recognized as r i's most popular woman recently featured in Life ne as the disk jockey's darl- ose record sales during the months totaled 5,000,000, I start at KTUL, too. For ars — before she hit the "big she was KTUL's star vocal- f, who closely resembles her sister and sings with simi- ling, was the sensation of lsa Horse Show — billed as ystery Singer." Hopalong Cassidy was on the last two nights of jw, ticket sales zoomed from ment KTUL and the press KTUL's Peggy Fowlrr, right, "Mystery Singer" of the Tulsa Charity llorsr Show, shartd spotlight honors with CBS' Hopalong Cassidy. Left, above, Hopalong is welcomed by Mayor George Stoner, right; John Esau, vice president general manager of KTUL, and Promotion Manager George Ketcham. Below, I'eggy sing* "Ten- nessee Waltz" with Sammy Kayt 's hand. began needling folks to guess the "Mystery Singer's" identity. For the first time, the "SRO" sign was hung out for such an event in the Tulsa fairgrounds pa- vilion. The show was completely PWfflfc/ sold out for the last three perform- ances. Masked and lovely Peggy made four brief appearances in the arena with Sammy Kaye's band — singing "Mocking Bird Hill" and "Tennes- see Waltz." With a 1951 Ford convertible contributed by the Oklahoma Dis- trict Ford dealers as the prize, nearly '20, 000 spectators tried their luck at guessing her true name. The result was amazing. Eighty five per cent of the official entry blanks bore the name "Patti Page." Another 10 per cent guessed a variety of such famous names as Peggy Lee, Dorothy Shay, Mar garet Whiting, Mary Ford, Martha Tilton, .In Stafford, Doris Day, etc. The comparative few who guessed "Peggy Fowler" shared in a drawing for the new automobile to climax the final performance, when Peggy was unmasked. Peggy is featured as "Mrs. Mel ody" mi the "Mr. and Mrs. Melody" show over KTUL Friday nights al 7:00, with male vocalist Johnny Kirk. Youngest of eight musical daugh- ters of Tulsa's Mr. and Mrs. Ben- jamin Fowler, Peggy may soon join the ranks of other "big time" artists and radio personalities who have KTUL showmanship as their background . OUSly since his return from service in World War II. "We don't nerd a Hooper," says Viola Noble, advertising manager of Clarke's, "to determine what this program does for us. We test it very carefully — and very periodi- cally." Harry Clarke, store owner, ap- pears personally from time to time on the newscast and dues the com mercial on some outstanding st\ le Or value item. Not only does the merchandise sell but literally hundreds of people mention having heard him on the air. Clarke's was using its own version of "beamed technique" long before the famous Joske survey. TULSA'S EXCLUSIVE RADIO CENTER AVERY-KNODEL, INC. Radio Station Representatives JOHN ESAU, Vice Pies. & Gen. Mgr. [ERTISEMENT SPONSOR NEWSCAST 13 YEARS Clarke's Good Clothes in Tulsa recently signed renewal for "To morrow's News Tonight" KTTJL, marking 13 years' sponsor- ship of the 10:00 p.m. night h ai casl without .-i break. Ed Neib ace newscaster of KTUL has served at the "Mike" for Clarke's continu- NOW CBS IN THE RICH FORT SMITH TRADE AREA OF WESTERN ARKANSAS— KFPW FORT SMITH, ARKANSAS Owned and Operated By KTUL JOHN ESAU— Vice President General Manager AVERY-KNODEL, Inc. National Representative 1 . II It vrv listening tahes place in the home 1. Where do they listen in radio homes-only? Source: Trendex Survey X (Week of Jan. 16-22, 1951) 38.9% 44.8% 53.8% 34.3% 33.6% 17.4% 18.5% 15.5% 19.0% 6.5% 2.6% 6.2% 0.9% 1.7% 2.1% LIVING ROOM KITCHEN BED DINING PLAY ROOM ROOM ROOM 0.9% 1.8% 1.5% OTHERS 2. In TV homes, where do they listen to radio when TV is on ? Source: Trendex Survey X (Week of Jan. 16-22, 1951) 32.1% KITCHEN 28.6% LIVING ROOM 25.0% BED ROOM 7.1% DEN 3.6% DINING ROOM J 3.6% PLAY ROOM 3. Where do TV set owners listen to radio when TV is off? 40.9% 27.3% 18.2% 6.8% 4.5% LIVING KITCHEN BED DINING DEN ROOM ROOM ROOM 124 2.3% PLAY ROOM SPONSOR ► ONLY A THE GEORGIA PURCHASE COMBINATION OF STATIONS WAGA ATLANTA 5,OOOw • 590kc 'Jvi*y MACON WMAZ MACON 10,OOOw • 940kc CAN COVER GEORGIA'S MAJOR MARKETS WTOC SAVANNAH 5,OOOw • l,290kc SAVANNAH (ALL CBS AFFILIATES) THE ( J"'<* OFFERS ADVERTISERS AT ONE LOW COST: • Concentrated coverage • Merchandising assistance • Listener loyalty built by local programming • Dealer loyalties — in three major markets. Represented individually and as a group by THE KATZ AGENCY, INC. NEW YORK • CHICAGO • DETROIT ♦ ATIANTA • DALLAS • KANSAS CITY • LOS ANGELES * SAN FRANCISCO • #. Mtadio listening itu TV hownes 1. How does radio set use vary with length of TV ownership? Source: Trendex Survey X (Week of Jan. 16-22, 1951] TV Homes TV Sets in Use One or More j One Radio Radios in Use | in Use Radio But Not TV in Use LESS THAN 1 YR. j 61.7% 2. How does radio listening vary (in New York homes) with length of ownership? Source: Trendex Survey X (Week of Jan. 16-22, 1951) Nine or more quarter-hours Five to Eight quarter-hours One to Four quarter-hours No time spent 4*8 1 4.4 ~1 9 MONTHS OR LESS 11.8 27.9 55.9 10 TO 18 MONTHS Radio Listening between 7:00 p.m. and 12:00 midnight 126 19 TO 24 MONTHS 9.0 18.8 25.9 46.3 OVER 24 MONTHS SPONSOR ► FIRST AGAIN in the Big Houston ar ket ! February-May Hooper Report: 14 of the FIRST 15 Daytime Shows 14 of the FIRST 25 Nighttime Shows 5 of the FIRST 7 News Broadcasts Are Heard on KPRC KPRC leads by 31% over the second station in Total Rated Time Periods A-3-51 5000 WATTS NBC and TQN on the Gulf Coast JACK HARRIS, General Manager Represented Nationally by EDWARD PETRY & CO. 16 JULY 1951 127 3. How does radio listening vary with length of set ownership? Source: Pulse, Inc. study for WOR, December, 1950 14.7% ► 47^ Increase in Radio Listening 7 p.m. -12 Mid. 9.6% DECEMBER, 1950 DECEMBER, 1948 4. What's the difference between radio listening in radio-only homes and radio plus-TV homes, by time of day? Source: Trendex Survey X (Week of January 16-22, 1951 43.9% 11.4% EVENING 6-10 P.M. 27.0% 17.3% AFTERNOON 12-6 P.M. Radio sets-in-use in radio-only homes Radio sets-in-use in TV homes MORNING 8-12 NOON 123 SPONSOR WTIC's 50,000 Watts represented nationally by Weed's Co. • Paul W. Morency, Vice-Pres. — Gen. Mgr., Walter Johnson, Asst. Gen. Mgr. — Sales Mgr. 16 JULY 1951 129 how to save money in television ...by watching the ball games Comes the baseball season, and some people in advertising suddenly discover there's more to television than network programs. What they "discover" is something as old as broadcasting: Spot program advertising. For those ball games you see on your screen are Spot programs. So is that homemaker show your wife watched yesterday. And that Western that had your kids digging spurs in the sofa. And that half- hour mystery show, and that feature-length film, etc. Yes, Spot programs cover practically every form of television enter- tainment. They may be live or film . . . day or night . . . long or short . . . directed to the entire family, or to one specific member. They can be all these things — and much more. Spot programs can be your highway into successful television advertising. For Spot program advertising saves you money. Compared to network rates, it saves you up to 19% for the same period . . . over the same stations. Saves you more than enough to take care of the extra film prints involved and their distribution to stations. Spot program advertising saves you money in another way. You're never saddled with "must" stations, or minimum station requirements. And you get more for your money with Spot. You're a more profitable customer to the stations. So stations clear time more readily . . . cooperate wholeheartedly. If you'd like to know more about Spot program television advertising, just call any Katz representative. You, too, may find that in tele- vision . . . you can do better with Spot. Much better. K A Z A Ci E N V ■ / INC. Station Representatives NEW YORK • CHICAGO • DETROIT • LOS ANGELES • SAN FRANCISCO • ATLANTA • DALLAS • KANSAS CITY .- .-,.... -. ... / . • 9aM»BBaBBBfflnHHBnHBaBinBHBHi *'C(^ *«1 ■**CE '0**0 nq»Tm oa«OU fAy/0# *« iOv'H OliQIi WTOwtf.g "» "«0« MMaKa /* /* Denver *»"Ona I "»* ««*iCO lo* Ane Albuquerque o >» D,e, 9o o SEE OTHER SIDE Tills map and its supplements include: • TV homes by markets • TV national repre- sentatives by stations • existiny and planned • TV network affilia- intereonnections tions by stations • TV cities • TV stations »!•*» Omo l^- OKI* NOMA Ola|iomo Gt> r fort Worth Son Antonio ^ 0 NBC, ABC, DTN Yes NBC, ABC, DTN Yes NBC, ABC, DTN MBC, ABC, DTN No (relay due late '52) Petry Pearson H., R. & P. Yes NBC, ABC, DTN Yes NBC, ABC, DTN NBC, ABC, DTN Katz Katz Yes Avery-Knodel Yes Headley-Reed MBC, ABC, DTN Yes Avery-Knodel MBC, ABC, DTN Yes H., R. & P. MBC, ABC, DTN Yes Meeker MBC, ABC, DTN Yes Headley-Reed endent sndent 3ndent No (relay by late '51) ABC Spot Sales Petry Katz NBC Spot Sales Raymer Radio Sales Blair-TV ABC DTN Yes Yes Free & Peters Petry MBC, ABC, DTN Yes Branham NBC, ABC, DTN Yes Free & Peters MBC, ABC DTN Yes H., R. & P. 4BC, DTN Yes Yes Petry Free & Peters MBC, ABC, DTN Yes Petry NBC. ABC, DTN Yes Kdf2 NBC, ABC, DTN No Blair-TV Yes Offices N. Y., Chi., Pitts., San Fran. ndent Yes Yes Yes Yes Weed Radio Sales ABC Spot Sales NBC Spot Sales ndent Yes Offices N. Y., CM., Bost., San Fran., L A., Portland indent Yes Free & Peters NBC, ABC, DTN Yes Petry Oklahoma City (Okla.) 90,200 TV sets WKY-TV Omaha (Nebr.) 78,800 TV sets KMTV WOW-TV CBS, NBC, ABC, DTN 3 CBS, ABC 6 NBC, DTN No Philadelphia (Pa.) 858,000 TV sets WCAU-TV WFIL-TV WPTZ Phoenix (Ariz.) 38,200 TV sets KPHO-TV Pittsburgh (Pa.) 265,000 TV sets WDTV 10 CBS 6 ABC, DTN 3 NBC Yes Yes Yes Yes Yes CBS, NBC, ABC, DTN No Providence (R. I.) 152,000 TV sets WJAR-TV CBS, NBC, ABC, DTN Yes II CBS, NBC, ABC, DTN Yes Richmond (Va.) 82,000 TV sets WTVR NBC Rochester (N. Y.) 83,100 TV sets WHAM-TV Salt Lake City (Utah) 46,600 TV sets KDYL-TV 4 KSL-TV 5 Yes CBS, NBC, ABC, DTN Yes San Antonio (Tex.) 46,100 TV sets KEYL WOAI-TV San Diego (Calif.) 100,000 TV sets KFMB-TV San Francisco (Calif.) 197,000 TV sets KGO-TV KPIX KRON-TV Schenectady (N. Y.) 158,000 TV sets WRGB NBC CBS, ABC, DTN No (relay by late '51) ABC, DTN NBC, ABC, CBS Katz - Katz Blair-TV Radio Sales Katz NBC Spot Si Petry Same as WA[ Weed (Bos) Bertha Ba Blair-TV Hollingberry Blair-TV Radio Sales illtl No (relay by Blair-TV late '52) Petry CBS, NBC, ABC ABC CBS, DTN NBC Branham i\] mii l ABC Spot SaliL, No (relay by . , Free & Peters ,, ■! Seattle (Wash.) 85,000 TV sets KING-TV St. Louis (Mo.) 293,000 TV sets KSD-TV Syracuse (N. Y.) 122,000 TV sets WHEN WSYR-TV CBS, NBC, ABC, DTN Yes r No (relay by CBS, NBC, ABC, DTN late '51) Blair-TV NBC Spot Sal NBC, CBS, ABC, DTN Yes Toledo (Ohio) 93,000 TV sets WSPD-TV Tulsa (Okla.) 74,200 TV sets KOTV Utica (N. Y.) 43,500 TV sets WKTV Washington (D. C.) 265,000 TV sets WMAL-TV WNBW WTOP-TV WTTG 8 CBS, ABC, DTN 5 NBC Yes Yes 13 13 CBS, NBC, ABC, DTN Yes CBS, NBC, ABC, DTN No (relay by 1 late '52) CBS, NBC, ABC, DTN Yes Wilmington (Del.) 69,000 TV sets WD EL-TV ABC NBC CBS DTN Yes Yes Yes Yes Free & Peters > ' Katz Headley-Reed ( Boston— Kettef Carter) Katz Petry Coolce Katz NBC Spot Sali Radio Sales N. Y. & Chi.— r West Coast— R ard Railton NBC, DTN Meelce TV Set Total (NBC estimate 1 June, 1951) Estimated Sets by 1 September (NBC) 1 2,769,} 13,500, M ket and stations Inter- N iber of sets Channel Affiliation connected ? Representative mquerquc (N. M.) 8 00 TV sets m-Tv 4 CBS, NBC, ABC, DTN No Branham Aies (Iowa) 5 400 TV sets \n l-TV 4 CBS, NBC, ABC, DTN Yes Weed A anta (Ca.) 1 3,000 TV sets V GA-TV 5 C3S, DTN Yes Katz ■b-tv 8 ABC, NBC Yes Petry B ti mo re (Md.) 31,000 TV sets V AM 13 ABC, DTN Yes H., R. & P. V AL-TV II NBC Yes Petry V1AR-TV 2 CBS Yes Katz Bighamton (N. Y.) 4 100 TV sets VIBF-TV 12 CBS, NBC, ABC, DTN Yes Boiling - mingham (Ala.) 5,900 TV sets V .FM-TV 13 CBS, ABC Yes Radio Sales V RC-TV 4 NBC, DTN Yes Raymer Gtomington (Ind.) 1 ,500 TV sets VTV 10 CBS, NBC, ABC, DTN Yes Meeker Eston (Mass.) 71,000 TV sets > VZ-TV 4 NBC Yes NBC Spot Sales V JAC-TV 7 ABC, CBS, DTN Yes Petry Effalo (N. Y.) 2 5,000 TV sets \ EN-TV 4 CBS, NBC, ABC, DTN Yes H., R. & P. ( arlotte (N. C.) 1 ,900 TV sets MTV 3 CBS, NBC, ABC, DTN Yes Radio Sales (icago (III.) i 0,000 TV sets MKB 4 CBS Yes Weed >;nr-tv 7 ABC Yes ABC Spot Sales N.Y. — Ben Berentson 1 5N-TV 9 DTN Yes West — Keenan & Eickelberg HBO 5 NBC Yes NBC Spot Sales ncinnati (Ohio) : 8,000 TV sets ' DPO-TV 7 ABC, DTN Yes Branham ' (RC-TV II CBS Yes Katz I..W-T 4 NBC Yes Offices N.Y. Chi. LA. Columbus, Dayton 1 eveland (Ohio) t. 7,000 TV sets 'EWS 5 ABC, CBS Yes Branham NBK 4 NBC Yes NBC Spot Sales 'XEL 9 * ABC, DTN Yes Katz jlumbus (Ohio) 19,000 TV sets BNS-TV 10 CBS Yes Blair-TV H. Stovin (Canada) LW-C 8 NBC Yes Same as WLW-T TVN 6 ABC, DTN Yes Headley-Reed allas-Ft. Worth (Tex.) 21,000 TV sets U.D-TV 4 CBS No (relay due ) Branham FAA-TV 8 NBC, ABC, DTN late '52) Petry BAP-TV 5 NBC, ABC Free & Peters avenport-Rock Island (Iowa) (III.) 7,600 TV sets 'HBF-TV (Rock Island) 4 CBS, ABC, DTN Yes Avery-Knodel 'OC-TV (Davenport) 5 NBC Yes Free & Peters ayton (Ohio) 30,000 TV sets /HIO-TV 13 CBS, ABC, DTN Yes Hollingberry /LW-D 5 NBC Yes Same as WLW-T fetroit (Mich.) 91,000 TV sets j/JBK-TV 2 CBS, DTN Yes Katz /WJ-TV 4 NBC Yes Hollingberry ^XYZ-TV 7 ABC Yes ABC Spot Sales rie (Pa.) 18,000 TV sets /ICU 12 CBS, NBC, ABC, DTN Yes Headley-Reed Crand Rapids (Mich.) 79,000 TV sets W LAV-TV Greensboro (N. C.) 69,600 TV sets WFMY-TV Houston (Tex.) 80,100 TV sets KPRC-TV Huntington (W. Va.) 44,000 TV sets WSAZ-TV Indianapolis (Ind.) 138,000 TV sets WFBM-TV Jacksonville (Fla.) 32,200 TV sets WMBR-TV Memphis (Tenn.) 86,500 TV sets WMCT Miami (Fla.) 70,000 TV sets WTVJ Milwaukee (Wise.) 243,000 TV sets WTMJ-TV Minneapolis-St. Paul (Minn.) 265,000 TV sets KSTP-TV 5 WTCN-TV Nashville (Tenn.) 31,700 TV sets WSM-TV New Haven (Conn.) 158,000 TV sets WNHC-TV New Orleans (La.) 57,500 TV sets WDSU-TV New York (N. Y.) 2,390,000 TV sets WABD WATV (Newark) 13 WCBS-TV 2 WJZ-TV 7 WNBT 4 WOR-TV CB5 CB! CC! CB CB: Johnstown (Pa.) 93,100 TV sets WJAC-TV 13 CB Kalamazoo (Mich.) 38,000 TV sets WKZO-TV 3 CB Kansas City (Mo.) 122,000 TV sets WDAF-TV 4 CB Lancaster (Pa.) 101,000 TV sets WGAL-TV 4 CB Lansing (Mich.) 53,000 TV sets WJIM-TV 6 CB Los Angeles (Calif.) 933,000 TV sets KECA-TV 7 AE KFI-TV 9 Inc K LAC-TV 13 Inc KNBH 4 NE KTLA 5 Inc KTSL 2 CE KTTV 1 1 Dl Louisville (Ky.) 92,000 TV sets WAVE-TV 5 Nl WHAS-TV 9 CI WPIX Norfolk (Va.) 69,100 TV sets WTAR-TV NSORS: FALL 1951 ><* M Note to subscribers: copies of ibis map available free on request RCA-NBC research scientists and engineers are blazing new paths in the use of ultra-high frequencies — to increase the nation's enjoyment of television World's first custom -6u/lt UHF station — points fie way to more TVwr more people Although television now reaches 45 million people in more than 12 million homes, thousands of communities are still too far from existing stations to be reached bv any programs. Moreover, under present conditions, many cities with limited program service want, but can't have, additional TV stations. In preparation for the establishment of a country-wide television service, RCA has pioneered for many years in ultra-high- frequency T(UHF) research. Today — an experimental station built by RCA at Rridgeport, Conn., is supply- ing the practical experience and engineer- ing facts needed to design the best UHF equipment— including transmitters, receiv- ers, and converters. NBC programs on the air during the full broadcast day are used by RCA — and other manufacturers, too — for large-scale field tests. From results of this pioneering, RCA engi- neers have determined that practical UHF equipment can be built to serve the public, and that present RCA Victor television sets can be readily adapted to give equally fine performance on both UHF and VHF. * * * See the latest in radio, television, and elec tronics at RCA Exhibition Hall, 36 W. 49th St., N. Y. Admission is free. Radio Corp. of Amer- ica, RCA Building, Radio City, N. Y. 20, N. Y. Built by RCA al Bridgeport, Conn. .-first UHF transmitter to opi rati o) lai schedule. njiDio conponsiriofii a-f America tVor/c/ /^earc/er /n 'fcact/o — T^rsf- in ~7e/ew's/or? 16 JULY 1951 135 FALL in line M Coming up! These desirable availabilities— SPOT-WISE . . . Fall racing from Laurel and Pimlico, Maryland's top tracks, two races every afternoon during meet. 20 second or 1 minute spots, $62.50; 8 second time signals, $25. "The Woman's Angle'* starring Polly Urummond and Ann Marr. 2:45-3:30 p.m. Monday thru Friday. 20 second or 1 minute spots, $62.50; 8 second time signals, $25. "Hollywood Serial Theatre", top stars in screen classics. 3:30 p.m.-4:00 p.m. Monday thru Friday. 20 second or 1 minute spots, $62.50; 8 second time signals, $25. "Slnpapers Television News", live and film roundup of important events. 7:00-7:15 and again at end of days programming. 20 second or 1 minute spot (early and late repeat) $100; 8 second time signal, $40. "Adventure and Action" theatres, features films for action fans 11:00 p.m. Thursday and Friday evenings respectively. 20 second or 1 minute spots, $62.50; 8 second time signals, $25. "Hollywood Guest Book", your favorites via Snader Telescription. Sunday afternoons before and after Film Theatre of the Air. 20 second or 1 minute spots, $100; 8 second time signals, $40. "Boots & Saddles", full-length western for the young in heart. 6:00-6:55 p.m. Monday thru Friday. 20 second or 1 minute spots, $100; 8 second time signals, $40. "Boots & Saddles", Western stars and Western action 10:00 to 11:00 a.m. Saturdays. 20 second or 1 minute spots, $50; 8 second time signals, $20. n> PROGRAM-WISE . . . "Weather Permitting", (weather forecast) or "Star for Tonight" (Snader Telescription), 6:55- 7:00 p.m. program strip, Monday thru Friday. 1 time rale. $130 and $20 talent fee. "The Collegians" hen talent, 1:00-2:00 p.m. Saturdays. 1 time rate, $550 and $100 talent fee. Frequency discounts allowed — )WMAR-TV CHANNEL 2 * BALTIMORE, MD. Represented by THE KATZ AGENCY, INC. new YORK • Detroit • KANSAS CITY • San francisco CHICAGO • ATLANTA • DALLAS • LOS ANGELES if TELEVISION AFFILIATE OF THE COLUMBIA BROADCASTING SYSTEM Daytime is the best bet The TV advertiser using spot video is generally wading in un- familiar waters. He needs the answers to everything from "What precisely is spot television?" to "What kind of rate protection can I get?" These answers are here, in sponsor's Fall Facts section on spot television. The careful reader will learn the latest about spot video rates and costs, new developments in spot TV programs, valuable tips on how to cut costs in spot TV. With sponsors tearing their hair over TV availabilities in the spot medium, and timebuyers wondering where to look next for a good spot TV buy, sponsor's look-see into the con- fused situation on spot TV availabilities will help many ad- vertisers get their bearings. Other important topics — such as the programing trends in spot TV (the result of a nationwide survey of TV stations on just this question) — are brought into the limelight. What types of shows are on the increase, as well as the decline, at TV's local level are outlined for the TV sponsor and his agency, with special emphasis on daytime video. Which lead- ing advertisers, and product groups, will be heavily in spot TV this fall? — this comes in for treatment. Where do you go from here? The index at the right will -how you. Spot TV basics 138 Kates and costs 139 Availabilities 140 Programing 140 Freeze 142 Network co-op shows 142 Network programs availa- ble on local stations, chart 144 Sponsor trends 144 16 JULY 1951 137 Snow Crop's H. T. Hamilton (center), Maxon's Pumphrey meet reps at spot TV clinics. Below (4th from left), Glenn Gundell, ad and sales mgr, National Dairy Products, is guest of honor Spot television basics Q. What precisely is spot televi- sion? A. In the words of one station repre- sentative firm. The Katz Agency, Inc.: "Spot advertising is not a program type . . . it's not a time segment. Spot advertising is a distinct advertising medium with many important and ex- clusive advantages. Spot is the medi- um which gives you complete freedom of selection among 107 television sta- tions, regardless of network affiliation. Spot makes possible the utmost flexibil- itv in adapting your TV campaign to time-zone variations, seasonal varia- tions— to all the special requirements of your own product and merchandis- ing plans." Basically, spot TV can be considered as market-by-market buying of TV time or programs, announcements, par- ticipations, and station breaks that does not involve network facilities, and which operates at local market level. Q. When is it wise to use spot TV? A. The main virtues of spot TV are the same as those of spot radio buying (see section on spot radio, p. 65). However, there are other factors that are peculiar to TV alone, i.e.: 1. Network radio time-and-talent- costs have gone up, but at a fairly pre- dictable rate. Network television time- and-talent costs, on the other hand, have been building faster, and nobody will predict where they will level off. It may be wise to consider spot TV if you find that network TV is pricing itself out of your budget. A good ex- ample of this is the announced decision of the Florida Citrus Commission to use spot TV in conjunction with other media this fall. The Commission rea- soned that, if it were to buy a net show, as much as $1,500,000 of its two- million-dollar budget would be taken up by TV network programing. This would leave little room for anything else. Thus, the fruit growers turnsd to spot radio and TV. 2. The squeeze play is still operat- ing when it comes to good network TV availabilities, and clearing TV network time. The situation for fall doesn't look much better. Spot TV may be an advertiser's answer, under certain con- ditions, if he can't clear the kind of network time he wants for a television NET CO-OP'S PROVIDE FLEXIBILITY: WHEN CLEARING NETWORK TIME PROVED TOO DIFFICULT, PURE OIL BOUGHT "WHO SAID THAT program campaign. (For details, see section on network TV availabilities, p. 152.) Q. How many people can you reach with spot TV? A. Station reps figure that you can reach just as many people with spot TV as you can with any other form. That means that the potential spot TV audience is 61.8% of the families in the U. S., via some 13.500.000 TV sets. Q. What is the cost-per-thousand in spot TV? A. Nobody yet has been able to figure this out accurately. Specific spot shows and spot announcements can be calcu- lated when the market, time costs, rat- ings, and talent and production charges are known. A few timebuyers at agen- cies have figures that they use private- ly. Biow Company figures show that the average TV cost-per-thousand is: $1.25, Chicago; $.97, Cleveland; $1.95, Columbus; $1.35, New York; $1.00, Philadelphia. (Figures are derived from NBC-CBS average ratings report- ed by Telepulse for December 1950 projected against estimated costs.) Q. Is spot TV still a good testing ground for network TV program methods? A. The costs would be great for night- time testing. But for an advertiser who wants to get his foot wet in TV, day- time spot TV shows or film shows are a good pilot operation for possible fu- ture network TV. night or day. STATIONS WHICH FITTED ITS SALES TERRITORY Participating shows in daytrme TV are big spot trend. "3 To Get Ready" is WPTZ hit Spot TV time rates and costs Q. What will the rate situation be this fall in spot TV? A. By the end of July 1951, about half the TV stations in the country will have boosted their rate cards over spring 1951. This is not the end. Be- fore October, there will be additional raises in local spot rates. Sample: Ef- fective 1 July, the class "A" spot rates for one-minute announcements on NBC's KNBH. Los Angeles, was jumped from $165 to $200. up about 22%. Over-all. if a sponsor wants to have the same nationwide spot campaign this fall he, had last year in video, us- ing the same time slots on the same sta- tions, it will cost him about 20% more. Q. Will local spot rate increases stop any time soon? A. No one can answer that. Proba- bly not. You can expect to see local spot increases for quite some time, fol- lowing closely on the pattern of net- work TV rate increases. Q. What can a sponsor do in TV in the face of constantly-rising rates? A. Basically, he can re-evaluate his spot campaigns frequently, as rates rise. Since the cost-per-thousand view- ers, on whatever time slot or program he wants to buy next, may be going down even if rates go up, he can spend more money — and still get his money's worth. Or. if there's no more money forth- coming in the budget, he can do the following: by some judicious timebuy- ing, and careful examination of avail- abilities, an advertiser can shift his money into lower-priced time periods, marginal time slots, and lesser-priced programs. Daytime programing will be a big trend this fall. Q. What kind of rate protection can a sponsor get in spot TV? A. Stations are generally offering the usual rate protection. This amounts to six months' protection against a rate hike, if he renews or buys before the new rate goes into effect. Q. What is the fall outlook for program costs in spot TV? A. Local TV stations are up against the same situation as the networks. It will cost the stations more to sign up rights for sports packages, more for feature films, more for union labor, more for talent fees than it did last fall. Since the situation changes accord- ing to the market, and what the spon- sor buys in the market, there is no ac- curate, over-all percentage figure. Just don't expect your spot program dollar i apart from time costs it did a year ago. to go as far as Spot TV availabilities Spot TV programing' t Q. How can an advertiser keep down his costs for spot TV? A. It all depends on what you re us- ing. These are some of the more fre- quently-offered suggestions by ad agen- cies and reps: // you're an announcement user — Shop carefully for availabilities. Don t buy on the basis of ratings alone. Try- to find, with your film producer, cheap- er ways of getting the same effective- ness out of a film announcement or station break. Investigate marginal time periods, and daytime TV possi- bilities. // you're a program user - - Stay away from pretentious overhauling of successful local TV programs; they're usually being done on a tight budget and your costs may go up without added effectiveness. Examine new pro- grams, and new program types care- fullv: you can sometimes turn up a real buy. Don't just play it safe and use only what everybody else uses. Re- member that there's a law of supply and demand and that TV offers unusu- rewards to the creative sponsor. STATION MANAGER AVAILABLE (due station sale) • j». Civic minded * Family man * Excellent recurd * Finest references Prefer East Henlics cunlidential Box 47 SPONSDH Q. What will the availability sit- uation be this fall? A. It will be at least as tight as last year, and in the major TV markets even tighter. However, the turnover in availabilities will be greater. In other words, if you or your agen- cy are shopping for local TV time or programs, you may find the immedi- ate situation this fall extremely tight. Then, if you stay on the chase, you'll find that good openings will be show- ing up periodically. This is due to rate hikes, which have started a kind of TV musical chairs, causing many- advertisers to move into less expensive time, marginal hours, and cheaper pro- grams. Many advertisers will also stay on in their premium times, but cut down the frequency. All this means that an advertiser shouldn't be frightened away from spot TV this fall by the seeming lack of availabilities. Stick around. They'll probably show up if you're persistent. Q. Where is it best to start look- ing for good spot TV availabilities? A. Chances are they'll occur most fre- quently in locally-built participation programs, especially in daytime hours. A sizable number of TV stations are concentrating much of their program efforts on this type of show in an ef- fort to catch some more of the spot business that is going begging for lack of time. Some agencies and advertis- ers, conditioned to thinking of spot TV in terms of station breaks and an- nouncements, will have to overhaul their thinking and timebuying meth- ods as a result. Q. Will it be easier to clear spot TV program time than network? A. The outlook for fall, based on a SPONSOR checkup of leading reps and stations, is "yes.'* Its not that sta- tions will have the extra time kicking around. But. the station's "take-home pay" on a network program buj is an average of M) cents in every network dollar charged in the base lime rate. ( In .1 spot I \ liu\ . the station's "take- home pay" is an estimated 54 cents in the base snot time rale. In other words, stations make more money on spot. and arc more inclined i<> clear difficull time for sponsors. Q. What are the main fall trends in local-level programing? A. From a special SPONSOR survey of TV stations on this question, this pat- tern emerged: ON THE INCREASE— News shows are gaining steadily in popularity with local video viewers, and are picking up plenty of local and national spon- sorships. This is due, in part, to the high interest in war news and the fact that TV news techniques are now be- coming more accomplished. WTCN. Minneapolis, for example, pointed out that "a very healthy increase" had ap- peared both in their total of news shows and advertisers. Good local participating programs, usually live musical-variety shows, are on the upbeat; are very popular with local sponsors giving them a big play. Notes WAAM, Baltimore: "The buik of WAAM's business on participating shows is from the local advertisers, with the national sponsors heavy on station breaks and nationally-known adjacencies." Reports WBKB, Chica- go: "WBKB has increased in number of clients on participating shows." WTVJ. Miami, reports: "With an av- erage of 200 different local sponsors using WTVJ each month, we have found it necessary to open up a lot of participating programs. Advertising- wise, the trend is to participating shows." Also due to be around this fall will be more feature film programs, more local sports packages, more audience- participation shows. ON THE DECREASE— Except in random cases, the audience is wearing a bit thin on TV wrestling, one of the pioneer program types. Commercial educational programs that are based primarily on "talk" rather than visual appeal are lessening. Q. Are there any noticeable trends in daytime spot TV programing? A. "l es. There's a trend toward build- ing local TV programs that is very similar to the daytime trend in network programing. TV stations have not hit upon the same kind of easy formula that the local disk jockey represents for radio stations. But. the participat- ing program, often a showcase built around a popular local personality akin to radio's "morning man." is be- 140 SPONSOR THERE'S NOTHING WRONG WITH TV SALES that UHF wont cure- and Zenith has provision for it ! Simply place this strip into this Turret Tuner This Turret Tuner\ is built into all Zenith TV sets remember... with UHF on the way, the goodwill of your customers is at stake. The sets you sell today, they'll expect to use tomorrow. More TV stations . . . more TV programs . . . and better-thari-ever television entertainment! With all this on the way — and TV inventories at an all-time high — you've plenty of reason to put UHF to work making sales for you. And Zenith alone guarantees that, every television set it has ever built and sold to the public has built-in provision for tuner strips to receive the new UHF channels without a converter. Tie-in with this sales- making bonus! And start boosting this coming new era of television entertainment today . . . using Zenith's provision for UHF to build more sales, greater profits for you — now, and in the days ahead! Learn the facts on UHF by writing today, now, for your free cop J of Zenith's easy-to-read booklet titled "UHF Tele- vision—What It Is— What It Means To You." Mail this coupon now! 16 JULY 1951 ZENITH RADIO CORPORATION | 6001 West Dickens Avenue, Chicago 39, Illinois Please send your free booklet "UHF Television . . . What It s . . . What It Means To You.'' Name of Dealer Address | City & Slate Your Name ! 2u 141 coming a big factor in program build- ing by local TV stations. This fall many a daytime program will be con- structed around local personalities, of- ten radio-recruited. With networks beginning to pro- gram daytime dramas in TV. there is a growing tendency for local TV sta- tions to program film packages in the daylight hours. These films are usually selected so that they are a light, '"mati- nee" type to appeal to the distaff view- ers. Otherwise, the program situation in spot TV is pretty much the same as it was last fall as regards balance of types. The over-all number of spot programs on almost every station has, however, been stepped up. Q. Are there any special program- ing trends in nighttime spot TV? A. Yes. More stations are going in for the type of late-hour film show that was pioneered by WPIX, New York, with its Night Owl Theatre. These are being scheduled in marginal time, around midnight usually, and are picking up a lot of national spot TV business. More nighttime spot TV newscasts will be around this fall (most big TV stations have increased their news staffs since last year ) . Many big nighttime sports packages of all types will be around, an increase over last year. Actually, trends in nighttime TV, due to lack of time slots in which sta- tions can build programs, are less pre- dictable than daytime. Most big ad- vertisers are looking for good adja- cencies for announcements and breaks when they go shopping in nighttime spot TV. Q. Are independent TV stations emerging with definite program formulas? A. There are only six, all in New York and Los Angeles (WPIX, WATV, WOR-TV, New York; KFI-TV, KTLA. KLAC-TV, Los Angeles). Nearly all of them are still working out their own program formulas. None of them has emerged with the kind of clean-cut "in- dependent station" formula that was A COMPLETE TV film studio. In Hollywood (28) since 1938... TELEFILM Inc. Live & cartoon. made famous by New York's WNEW and others in radio. Programing on independent stations consists mainly of a few low-cost live shows (variety, cooking, quiz, etc. i . and quite a number of feature film shows, Western film shows, sports pro- graming, and newscasts. Programing is generally set up on a somewhat hit- or-miss basis, with no real attempts at block programing or programing in counterpoint to networks, except in the case of sports packages and adjacent sports programs. One of these sta- tions, at least (KTLA), has achieved standout popularity with viewers. Eventually, when the freeze is off, new stations are on the air, and the chaotic current situation settles down a bit, definite program formulas will emerge at independent TV stations. TV freeze Q. Will possible lifting of the tel- evision "freeze" affect my fall plans? A. It may affect your fall 1952 plans, but fall 1951 is status quo. FCC's recent announcement of 2,000 proposed TV allocations for new stations in the very high and ultra high frequencies was like opening the lid to a Pandoras box. Far from settling the question of new stations, it provides grist for ad- ditional argument. On 23 July, hearings on these alloca- tions are scheduled to open before the Commission. It's estimated that be- tween 800 and 900 persons are seeking to be heard — including educators who are out to earmark channels for their own exclusive use. An unofficial esti- mate, based on normal hearing proce- dure, figures it would take about a year to hear that many people. Na- turally, the hearings will be speeded up considerably, perhaps by substitution of written for oral testimony. Even assuming that everyone agrees on allocations and no one sics the Su- preme Court on FCC, as has been threatened by opponents of the alloca- tion plan who question FCC's right to set aside channels for education, there is Mill a very practical engineering problem. There's no shortage of trans- mitting equipment right now, despite tightening materials controls; in fact c\n\ huge manufacturer is shipping transmitters out of the country to cash-on-the-line foreign customers. But there will be a problem with TV re- ceivers built to pick up today's very- high frequency channels. Most of the new crop of stations will have to broad- cast in the higher uhf channels. Sounds straightforward enough. If channels get crowded on one part of the spectrum, open up new ones where there's more room. But one difficulty with ultra-high-frequency operation is that the effective transmitting radius is only 30 miles, or half of that on vhf. And just how good reception will be no one knows for sure; it will vary drastically according to terrain, since electronic waves of this length behave much like light waves and can only travel in straight lines. Further, television set makers will need heavy persuading to build a new breed of TV set capable of pulling in uhf stations. They could, of course, make converters. But an extra box hooked up to the fancy living room re- ceiver has never gone over well in the past, either from an engineering or an aesthetic point of view. Witness the failure of FM converters. No, any reservations which may have been nourished by the idea of a rash of new TV stations — soon — may as well be forgotten. It will continue to be an increasingly frantic rat-race for availabilities on 107 television sta- tions for most of another year and possibly longer. Network eo-op shows (TV) Q. Are national advertisers using more co-op shows as spot pro- grams? A. Yes. Some national advertisers and a few big regional advertisers are be- ginning to show up. here and there, using co-op programs where they can't (1) get network clearance on a station for a program, and (2) where they can't find a local show that suits their advertising purposes. Pure Oil is us- ing Who Said That? as a co-op (via Lee Burnett) on some 17 NBC-TV af- filiates, mostly in the East, buying it through station reps rather than through network sales. The Campbell Soup Company (via Ward Wheelock, Philadelphia) is using an ABC-TV family comedy co-op, The Haggles, on KSD-TV, St. Louis as a pilot spot op- eration, and Fort Pitt Brewing Com- 142 SPONSOR Eyes and Ears of a GOOD CITIZEN You don't declare yourself a good citizen. That distinction is something you earn — through faithful service to your community's needs and aspi- rations. Ask our fellow citizens in Dayton! WHIO-TV has become the recognized forum for Dayton's civic efforts. Dayton turns first to WHIO-TV for programs in the public interest — just as Dayton's civic leaders come to us first for airtime in support of their most important causes. This identification with civic causes has won WHIO-TV a unique place in the hearts of a great community. It has established, throughout our broadcast period, a listening preference and an audience loyalty which we make every effort to continue to deserve. WHIO-TV is represented nationally by the George P. Hollingbery Co. WHIO-TV is currently supporting these worthy organizations Armed Forces enlistment U. S. Savings Bonds Red Cross Civil Defense Green Cross Safety Campaign Community Chest Social Security Montgomery Co. Ministerial Assn. Dayton Council on World Affairs U. S. Air Forces St. Elizabeth Hospital Fund Cancer Drive Cerebral Palsy Campaign Save- A -Life Campaign YMCA YWCA Dayton Division of Health St. Joseph Orphanage Boy Scouts Girl Scouts Public School Activities Paint-Up and Clean-Up Week WHIO-TV also schedules regular public service features such as the weather and market reports; and scheduled public services included reg- ularly in participating programs throughout the day. Network proyrttms available on lava! stations (TV) t TITLE TYPE APPEAL NET TIME TESTED EXPLANATION AMERICAN FORUM OF THE AIR Forum Family NBC 30 min, l/wk yes Issues of day discussed by experts CACTUS JIM West. Adventure Juvenile NBC 30 min. 5/wk yes Cactus Jim relates tall tales to youngters COURT OF CURRENT ISSUES Drama Adult DuM 30 min. l/wk yes Dicussion of current issues DOWN YOU GO Quiz Family DuM 30 min. l/wk yes Parlor game with pri2es for viewers LIFE BEGINS AT 80 Panel Discussion Adult ABC 30 min. l/wk yes Humorous panel of 5 octogenarians MAGIC COTTAGE Drama Children DuM 30 min. 5/wk yes Rendition of fairy tales MONDAY NIGHT WRESTLING Sports Family DuM 3 hrs. l/wk yes Wrestling from Columbia Park, N. J. NOT FOR PUBLICATION Drama Family DuM 15 min. 2/wk yes Short short story with newspaper background ROLLER DERBY Sports General ABC 90 min. l/wk yes Madhouse of skates, thrills and spills (resume In fall) THE RUGGLES Family Comedy General ABC 30 min. l/wk yes Family comedy situation with Charlie Ruggles SATURDAY NIGHT WRESTLING Sports Family DuM 3 hrs. l/wk yes Wrestling from Chicago SHADOW OF THE CLOAK Suspense Drama Family DuM ill min. l/wk yes Helmut Dantine in counter-espionage dramas STUDS' PLACE Dramatic General ABC 30 min. l/wk yes Informal program portraying human relationships THEY STAND ACCUSED Drama Family DuM 60 min, l/wk yes Authentically reproduced courtroom dramas WASHINGTON REPORT Discussion Family DuM 15 min. 2/wk yes Tris Coffin moderates panel discussion WHO SAID THAT? News Quiz Family NBC 30 min, l/wk yes Bob Trout. J. C. Swayze and guest panel WRESTLING FROM CHICAGO Sports General ABC 2' 2 hrs. l/wk yes Popular wrestling bouts pany is sponsoring ABC-TVs Wres- tling from Chicago on WEWS. Cleve- land, and three Pennsylvania ABC-TV affiliates. More may go co-op soon. Q. What networks carry co-ops? A. Video co-ops. you'll find, follow FOR QUICK, EASY REFERENCE TO YOUR COPIES OF SPONSOR get the beautiful SPONSOR binder BINDER ORDER FORM at only $ 4 SPONSOR 510 Madison Ave. New York 22 Please send me Binder holding 13 is- sues and bill me later. NAME FIRM ADDRESS CITY ZONE STATE □ $4 one binder □ $7 two binders IMPORTANT: Binders come in two sizes il) to fit your 1950 issues of SPONSOR & (2l the somewhat larger 1951 issues. Please write numbers 1 or 2 in boxes to indicate size of binder desired. very much the same pattern they do at radio networks. The senior networks don't go in for them much, hut the oth- er networks find them valuahle in rounding out their schedules, and in providing stations with network-cali- bre programs available for sale at the local level, sponsor's latest checkup shows ( see above ) that DuMont has 5.V, of them. ABC-TV slightly more than 29' , . and NBC the rest. Q. What's the outlook for fall in TV co-ops? A. I his depends to a large extent on the possible lifting of the "freeze" on new TV stations. As things stand now. networks are sometimes leery of start- ing up a co-op series, because it's hard to recapture the time for a national advertiser, many of whom are pressing TV networks for availabilities they haven't got. If the freeze should come off. look for more co-op shows to de- velop in morning and afternoon hours. According to network co-op sources, these would probabh be inostl) day- time drama, homemaking, news and sports shows. Costs would be in line with local TV shows. Spot TV's big* sponsors Q. Who will be among the big users of spot TV this fall? A. A checkup b\ SPONSOR of station reps and timebuyers shows thai these clients I not necessarily in order of billings i will be among the leaders when it comes to spot TV time pur- chases this fall. Procter & Gamble, Colgate-Palmolive-Peet. Lever Broth- ers, R. J. Reynolds, Liggett & Myers, Rhodes Pharmacal, Rival Packing Co., Ronson, Schwinn bicycles. Standard Brands, General Foods. Time Inc., Ward Baking. Trico Products, Wild- root, and the various auto divisions of Chrysler. Ford and General Motors. Q. What product categories will be active in spot TV this fall? A. As in spot radio, the expectation for fall is that the leading food, drug and soap manufacturers will be at the top of the heap in spot TV spending. Auto advertising, plus the advertising for auto accessories, has been lighter the early part of this year than last, but is expected to bounce back strong- l\ if the squeeze comes off scarce mate- rials and credit controls case a bit. Much the same thing holds true for appliances and radio-TV sets, since dealer inventories are riding high and most dealers arc eyeing the Christinas season as a good one for them. Beer and wine sponsors will be back heavil) in spot TV this fall, since evi- dences of local successes for this prod- uct categor) arc good. There will be some activitj on the part of leading gas and oil firms in spot T\ . but most of the leading air advertisers in this categor) are spending large amounts in nelwoik TV. 144 SPONSOR A SEMES FEATURING THE MEN WHO HAKE FKEE & PETERS THEIINHN SERVICE 1 U, s all Tl- Keith T. McKeiiey! When Keith McKenney decided to "get in on the ground floor of television", he really went all out — spent three years as camera man, stage manager, program supervisor, production man- ager and script-writer, and then added three more years in television sales, before joining F & P. Today, Keith obviously qualifies as a true Television Specialist, and is anxious and ready to serve you. "Serving you" is the main reason our TV department has grown so tremen- dously in the past few years, even though these years have of course been ones of enormous growth for television in general. New men, new accounts, new highs in billing — they're all a reflection of F & P's basic philosophy that our biggest job is to help you get the greatest possible value for your TV dollars. We think a visit with any one of our "Colonels" will convince you that we really work at that job — and that we do it well, here in this pioneer group of radio and television station repre- sentatives. University of Michigan (R.A.) Two years, U. S. Navy Three years, General Electric Co. Five years, WWJ-TV, Detroit Free & Peters (Detroit Office* since February. 1951 EXCLUSIVE NATIONAL TELEVISION REPRESENTATIVES DAVENPORT WOC-TV* (Central Broadcasting Co. — WHO-WOC) FORT WORTH-DALLAS WBAP-TV* (STAR-TELEGRAM) LOUISVILLE WAVE-TV* (WAVE, Inc.) MIAMI WTVJ (Womctco Theatres) MINNEAPOLIS-ST. PAUL WTCN-TV (DISPATCH-PIONEER PRESS) NEW YORK WPIX (THE NEWS) ST. LOUIS KSD-TV* (POST-DISPATCH) SAN FRANCISCO KRON-TV* (THE CHRONICLE) ♦ Primary NBC Affiliates ^ Free & Peters, inc. l/\ \ Pioneer Radio and Television Station Representatives Since 1932 fORK CHICAGO DETROIT ATT.WTV FT. WORTH HOLLYWOOD SAN FRANCISCC ami semeat park SERVICE STATIONS SPONSOR: Cone> Man.l AGENCY: Chester C. Moreland CAPSULE CASE HISTORY: This Cincinnati park called at ten lion to its L951 opening day with a TV expenditure oj a few hundred dollars. The promotion: TV Rangers sponsorship ami other participations announcing the opening oj all park facilities. A tabulation of opening day attendance figures showed 14.521 persons flocked to ('oney Island compared to 8,500 on the same day a year before without Tl ; weather conditions were the same. WLW-T, Cincinnati PROGRAM: TV Rangers; Participations SPONSOR: Shell Oil Co. AGENCY: J. Walter Thompson CAPSULE CASE HISTORY: Shell inaugurated a 15-min- ute. Monday to Friday newscast featuring Al Constant. After the first show, Constant interviewed two Shell deal- ■ ers. One reported 27 new customers the day after the first newscast; the second dealer had two new customers waiting for service early that same day. Other Shell sta- tions in the area find gas-oil sales climbing steadily up- ward since the TV show started. Cost: $360 per program. KRON-TV. San Francisco PROGRAM: Shell News POTATO CHIPS SPONSOR: H. W. Lay & Co. AGENCY: Liller, Neal & Battle CAPSULE CASE HISTORY: Oscar's Prize Party fea- tures on-camera phone calls to children interspersed with Western songs. Each child called wins a prize for answer- ing a question correctly; gets a chance to win a bicycle. The slant: youngsters must send in a picture of Oscar cut from a bag of Lay's potato chips — along with name, ad- dress, age, and phone number. Results: 58,238 pieces oj mail in five months denoting a sales gross of $8,734.70 at the very minimum. Once-weekly program cost: $90. WSM-TV, Nashville PROGRAM: OscaFs Prize Parly HAIR PREPARATION ICE CREAM SPONSOR: Charles Antell Co. AGENCY: Hare CAPS! LE C WE HISTORY: The sponsor ran a half-hour film program, one-lime, offering hair care advice and sell- ing a lanolin hair preparation and a combination comb- brush. Viewers were asked to phone in their orders or write to WAAM for the offer. From this single half-hour costing $390. Antell reported a total of 612 cash orders or a gross return of some $1,500 on their Tl film venture. This Baltimore hair preparations firm is now sold on TV. W \ Wl. Haiti PROGB Wl: Film Feature FOOD SLHEISS SPONSOR: I eemsti i & I ... \GE\ M'SULE CASE HISTORY: This firm wanted to ac- quaint viewers with three different types of recipe book- lets. Their purpose: to increase usage of milk and milk products in cooking. Three $75 participations heralded the free offers. And mail response to these TV commer- cials amounted to 327 requests for egg booklets; 1,347 mail returns for milk booklets; 1,742 responses for meat booklets — total of 3,410 requests from three participations. PROGRAM: What's New -L^ The most modern method of teaching small children to read — the method by which new teachers are trained at Millersville State Teachers' College — was recently featured on "MSTC Presents" on WGAL-TV. Every other Sunday afternoon at three o'clock, living rooms in the WGAL-TV area become schoolrooms for one-half hour. Hundreds of adults learn broadening, worthwhile facts about today's living, are taught new, help- ful, skills. Professor George Anderson of Millersville State Teachers' College is the moderator on these educational telecourses which have covered such subjects as: a series on the use of the slide ride; a program on leatherworking; a demonstration and in- struction period in carving; a program on linoleum cuts. Wide public interest, in llii:- one of many community service programs carried on WGAL-TV, is evidenced in the fact that after each show the station receives an average of 180 requests for a copy of the complete program proceedings. WGA L T V LANCASTER, PENNA. A STEINMAN STATION • Clair R. McCollough, Pres. NBC T V. AFFI UATF. Represented by ROBERT MEEKER ASSOCIATES Chicago . San Francisco . New York . Los Angeles 16 JULY 1951 147 t if • used in locating best radio relay routes Network television rides micro- waves in the Bell System's new radio relay systems and travels un- derground in coaxial cables. About half of the total television channel mileage is now provided by radio relay. BEST ROUTES FOUND But which are the best locations for the radio relay stations? No charts exist for microwave routes. So Bell System engineers pioneer — pore over maps and aerial photographs to plot possible station locations. Then scouting parties take over. They cross the country step by step testing the most likely routes. Like rays from gigantic searchlights, mi- crowaves are shot from point to point to determine which of the proposed paths are most suitable. 200-FOOT STATIONS Then the costly construction be- gins. Relay stations — some over 200 feet high — span forest, mountain and plain. Facilities valued at $73,000,000 are now used by the Bell System for television purposes. This includes radio relay systems, coaxial cable and associated equipment — 18,000 miles of television channels. COST KEPT LOW Yet the cost of this service is relatively low. The Telephone Com- pany's total network facility charges average about 10 cents a mile for a half hour of program time, includ- ing both audio and video channels. This averages less than 5 per cent of the total cost of a typical drama, comedy or variety program. BELL TELEPHONE SYSTEM PROVIDING NETWORK TRANSMISSION CHANNELS FOR THE RADIO AND TELEVISION INDUSTRIES TODAY AND TOMORROW M8 SPONSOR Standing room only What's happening in network television these days? What's going to happen this fall? What about network rates and availabilities, program trends, color television, daytime tele- vision, nighttime television? Here's where you're going to find many of the answers re- garding network television that you've been seeking this sum- mer. Here are facts compiled from top network executives, producers, film men, color experts, manufacturers, time- buyers, agency executives and leading research organizations. sponsor's Fall Facts section on network TV gives you network-by-network facts on fall rate increases, how the fall situation on availabilities shape up, what to do when you can't clear network time. Programing, too, is thoroughly examined. The new trends in shows — the general trends, as well as daytime and night- time— are discussed. Included are new developments in TV talent, the growing "star system" in TV, how nighttime pro- gram types stack up against daytime counterparts, on the ba- sis of popularity. You'll find the latest facts here regarding color TV — the still uncertain subject which has created more talk in the industry than anything in recent years. The index at the right shows the location of these TV topics. \«'i TV circulation 150 Time and program costs 150 Availabilities 152 Program trends 152 Available net packages, chart 1 53, 154 Leading net TV clients 156 Leading ad agencies 157 Color TV 158 C'oast-to-coast video 158 Kinescopes 158 Alternate-week programing 159 16 JULY 1951 149 BIG COMEDY: RESULTS ARE GOOD, RATINGS ARE HIGH. BUT, WEEKLY BUDGETS ARE RAPIDLY NEARING THE $100,000 MARK Network TV circulation Q. What will the circulation of network TV be this fall? A. Bv network estimates, the 107 op- erating television stations in 63 mar- kets ( 61 by CBS's estimate, which fig- ures that there is some overlap) will be reaching 13.500.000 TV sets and 61.8'v of the families in the nation. There are no more TV stations today than one year ago; there wont be any more by fall. With set sales moving slowly, due to the normal summer slump in appliance sales, uncertainty over color in the publics mind, near- sat-uration in some markets (like New York. Chicago. Baltimore, etc.), and tighter consumer credit controls, the number of sets in markets will be about the same. too. Network TV time and program costs Q. What is the rate situation go- ing to be this fall on the TV net- works? A. Over-all, network TV rates will be up an average of some 15% by 1 Oc- tober as compared with June 1951. This includes all raises in all time clas- sifications on all networks. Network increases are not necessar- ily proceeding on a flat network basis between now and fall. Rather, they are constantly affected by station-by-station upward adjustments in rate cards. Most rate increases seem to be fall- ing into this pattern: 1. Rates are holding fairly steady in most large TV markets where three or more stations are now operating and the set market is fairly well saturated. A few NBC-TV and CBS-TV owned- and-operated stations are making up- ward adjustments, but the raises are mostly at affiliated stations. 2. Rates are climbing (including special raises in between those gener- ally announced by the networks) at af- filiated stations, particularly those in non-interconnected areas or where TV is still novel and sets are selling strong. Q. What specific raises can you look for this fall at networks? A. At CBS-TV, there was a rate hike that went into effect 1 July amounting to 12.89( average increase. This will vary somewhat in specific time seg- ments, it is well to note. There will be Serials: A costly daytime trend. "Miss Susan" for C-P-P Daytime Glitter: "Kate Smith" success proves the ladies want variety 150 SPONSOR Situation Comedy: Growing trend, "Amos 'n' Andy" among hopefuls Mysteries: Still strong. More will have documentary approach other raises coming in periodically from various stations in August, Sep- tember and October, so that by fall the over-all rate increase for CBS-TV will be about 20' < as compared to June 1951. NBC-TV hiked its rates approxi- mately 23.5% on 1 July, and does not expect to have any more raises be- tween that date and the fall. However, individual stations affiliated with NBC- TV may do some rate adjusting up- wards between now and fall. ABC-TV expects to follow the NBC- TV pattern to some extent between now and fall. As of 1 August, there will be rate increases on the ABC-TV owned- and-operated stations in New York, Chicago, Detroit, Los Angeles, and San Francisco. These rate increases will average 23%, and up to 41.5% for the basic Class "A" time rate on KGO-TV, San Francisco. ABC-TV does not anticipate any rate increases on its affiliated stations between July and fall (the network had not received any of the usual 30-day notices of in- creases from TV affiliates as sponsor went to press), but it is likely that there will be increases by individual outlets. DuMont does not anticipate rate in- creases by its owned-and-operated sta- tions between now and fall. The affili- ates may be another story, although DuMont has not been notified of any affiliate rate hikes as of 1 July. Q. Are rate increases predictable, as far as an advertiser is con- cerned? A. No. Stations hike their rates, and networks boost the rates on owned-and- operated stations, when they feel that the number of sets in a market justify the increase. Nearly all of the TV broadcasters in the country are trying to recoup their losses and investments, get into the black. Generally speaking, the cost-per-thousand viewers is less even after rate hikes than a vear ago. Q. Do rate increases usually hit hardest in a particular time classi- fication? A. To some degree, rate hikes usually hit hardest on "Class A" nighttime net- work rates. This is a case of supply and demand, since this time classifica- tion is usually most sought after. How- ever, network rates — when there is an increase — go up in all classifications. A sponsor can sometimes pick up a bargain in a "lower" time classifica- tion when rates are rising, provided he investigates carefully the audience composition of other time slots. Q. What kind of rate protection does a sponsor get these days in network TV? A. The usual — six months from the time the new rates go into effect, if he renews or buys before the effective date of increase. Q. When will rate increases slow or stop entirely at TV networks? A. Nobody knows. The relatively- steady situation in radio network op- eration (as compared to TV) was reached only after many years, and af- ter a near-complete saturation of the entire U. S. with radios and stations. Magazines have recently been jacking up rates on the basis of increased op- erating costs. Q. What about program costs on TV networks this fall? A. Here, too, costs are continuing up- ward. They are the result of increased prices for materials, costumes, sets, Color: New commercial power on TV's horizon Home Show: Trend away from fact stanzas 16 JULY 1951 151 r etc., plus higher prices for talent, union labor, literary rights, rehearsals, and so forth. How costs today compare with three years ago was pointed out recently in Time magazine, in writing about Ed Sullivan and the Lincoln- Mercury variety program Toast of the Town on CBS-TV. According to Time, the talent on the first show, which in- cluded the fabulous team of Rodgers & Hammerstein, cost a mere $270 — prac- tically a donation of services. Today, Ed Sullivan admitted candidly, he "couldn't get the same people . . . for less than $12,000." Pointed out Hubbell Robinson, Jr., CBS V.P. in Charge of Network Pro- grams, to sponsor: "Certainly costs will continue upward, sometimes at a rapid rate, on network TV shows. How- ever, the over-all average rise in show costs is lagging behind the increases in the nationwide cost-of-living." CBS's Robinson also added that it still costs "a minimum of $5,000 a week on top of almost any type of ma- jor program's costs" to put the show on film. \etwork tinie availabilities Q. What will the situation be this fall on clearing TV network time? A. Good network time availabilities will be impossible for you to clear this fall, and will continue to be a difficult problem until such time as the lifting of the television freeze brings in new stations. With 40 ((>3..V,I of the nation's 63 video markets still being served by only one station, any new network advertisers coming in this fall, will only complicate the clearance prob- lem further. Q. Will it be easier to clear time on one TV network than on an- other? A. Not really but you'll find, accord- ing to some preliminary checks b\ agency timebuyers, that the networks which have the most 52-week TV business will in some few cases be ea-icr to clear time with. This is be- cause these networks (NBC-TV and CBS-TV) have relinquished less time to the stations, to be sold locally or cleared for another network, due to hiatus of advertisers. No networks, in- cidentally, will now guarantee to recap- ture TV time for you after a hiatus, although they will do it in radio. Q. What can an advertiser do if he can't clear network time in the amount that he wants for a live- origination show? A. He can do one of three things: I 1 I he can take what live time he can get in interconnected cities, and use kine- scopes of his show on other "network" stations; (2l he can put his program on film, at added cost, and place it through his agency as a spot opera- tion; or (3) he can shift over to a large-scale timebuying operation of spot programs and announcement availabilities; he can go into the day or night participation programs now being set up by all networks to meet the crisis and accommodate more ad- vertisers who would otherwise be fro- zen out of television. Q. Who are some of the leading advertisers who have made a change from straight TV network programing to spot programing? A. One of the outstanding examples is Bigelow-Sanford Carpet Company, which could not clear premium "live" network time for its Bigelow Theatre. At last report, Bigelow-Sanford, through Y&R. is using its filmed show on some 34 stations on a spot basis, reaching the markets it wants with a span of a few days at most between airings of a single film. Others in- clude: Snow Crop Marketers I through Maxon ) with the Snow Crop Matinee Theatre; Pepsi-Cola (through Biow) with the Faye Emerson Show; Rose- field Packing (through Guild. Bascom and Bonfigli I with Skippy Hollywood Theatre (as in radio); and Kellogg Company (through Leo Burnett) with Wild Bill Hickok. Q. What are some of the advan- tages in shifting from the use of network kinescopes to straight spot buying for filmed programs? A. As the, result of a recent study of the situation on network availabilities, the Katz Agency (station reps) points out that "for the same time, on the same stations, you pa) up to \.9% less when you buy the period on spot than when you buy it on a network." This. • if course, is because spot rates are low- er than network rates. The Katz point of view is thai network kinescopes, widely used because of lack of station availabilities, make networks virtually a spot operation. Also. Katz adds, the spot method avoids waste circulation, assures the advertiser of promptness in airing his film, avoids the relatively poor quality of kinescope films, does not add to program costs appreciably if the program is already on film; and, since the revenue is more for a station by this method, stations will be more inclined to do a good promotion job. Q. Are there any disadvantages to this method? A. For some advertisers, there are. Spot buying takes the campaign out from under network rates, but also out from under the networks' services, like national publicity, co-ordinated audi- ence promotion, network routing and handling of film shipments, and "sales service" ( which may run from giving technical advice to a program assis- tance ) . If an advertiser feels he needs these services on a national basis, part of his spot savings may be swallowed up in hiring free-lance firms or in pay- ing agency overtime. Q. Would lifting the freeze re- move the advantages of spot pro- gram buying? A. No. It would take a lot of the pres- sure off advertisers who have been forced into spot buying by the lack of live network time slots. But. the basic advantages (cost, flexibility I remain the same. Program trends in network TV Q. What will be the main pro- graming trends this fall in network TV? A. After three big seasons of network TV shows, networks, package produc- ers, clients, and agencies have a lot of experience to draw upon. Generally, the main programing trends shape up like this: PROGRAMS: Most of the big. su- per-duper comedy-variety shows that were around earlier this year, such as Colgate Comedy Hour, Texaco Star Theatre, Show of Shows, will be back — but there will be few new ones, since costs for this type of show have sky- rocketed. I /'lease turn to page 154) 152 SPONSOR vaitabte network package programs (TV) VE ALLEN SHOW VE ALLEN SHOW STAR REVIEW / AZING MR. MALONE THOR. AUTHOR J BARBER'S CLUBHOUSE ND DATE I 4 BLUE SHOW IDE AND GROOM MEO THEATER ■JDY & BILL PITOL CLOAKROOM \N CARROLL SHOW E CATBIRD SEAT ILDRENS HOUR JDERELLA STORY E CLUE IE IN AMERICA IME PHOTOGRAPHER RAINE DAY SHOW AN DAVIS SHOW ICTOR NEXT DOOR IWN YOU GO IUG EDWARDS IE FACTS WE FACE IE FALCON ;arless fosdick -ACKIE GAIGEN *AND CHANCE ROUNDUP )GAR GUEST ANDS OF DESTINY O'CLOCK HEADLINES OMEMAKERS' EXCHANGE S FUN TO KNOW :SSIE'S TV NOTEBOOK JNIOR FAIR ALTENBORN IN THE NEWS ID GLOVES RANKIE LAINE SHOW AND OF OZ ANGFORD-AMECHE SHOW EAVE IT TO THE MEN UTH LYONS ED MACK FAMILY HOUR IAGIC ISLAND IEET YOUR COVER GIRL IIDNIGHT NEWS EXPLANATION Variety Family CBS 30 mln. l/wk $12,500 yes Variety show with new comic Variety Family CBS 15 mln, 5 wk $8,500 $1,750 (51 (1) yes Hour long daytime show available in '/* hr. segs Variety Family NBC 60 mln. l/wk $60,000 yes Top comics on rotating weekly basis w guests Drama Family ABC 30 mln. l/wk $7,500 yes Murder-packed Craig Rice detective stories Drama Family ABC 30 mln. l/wk $7,000 yes Dramatizations and discussions of new plays Sports Family CBS 30 mln. 1 wk $3,850 yes Sports quiz show with 9-14 yr. old contestants Variety Family ABC 30 mln. l/wk $7,000 yes College boys and Gl's vie for glamour dates Comedy Family NBC 1 hr. 2/wk $6,075 yes Ben Blue and variety acts Drama Family NBC 30 mln l/wk open no Interview Family CBS 15 min 2/wk $3,215 (1) yes Boy and girl marry on program, receive gifts Drama Family NBC 30 mln. l/wk $5,925 yes Outstanding drama in arena technique Serial Family NBC 15 min. 5/wk $1,900 yes Daytime serial Panel Family CBS 30 min. l/wk $1,975 yes Interviews with top statesmen Variety Family CBS 30 min. l/wk $16,500 yes New comedienne and guests Sports Male CBS 15 min. l/wk $2,750 yes Red Barber, guests, sport highlights of week Variety Children NBC 30 min. l/wk $3,750 yes Ed Herlihy M.C.. and talented children Serial Family NBC 15 mln, 5/wk $1,900 yes On film Drama Family NBC 30 mln. l/wk $11,878 TV) (AM & yes Dramas of Impact of time on human lives Drama Family ABC 30 mln. l/wk $11,000 no Based on experience of Luko S. May, criminologist Drama Family ABC 30 mln. l/wk $11,000 no Documentaries on crime investigations Drama Family CBS 30 min. 2/mo $12,500 yes Richard Carlyle as Casey Interview Family ABC 30 min. l/wk $2,500 per V* hr. yes Celebrity interviews and hit tunes Comedy Family CBS 30 min. 2/mo $23,500 yes Comedy In a hat shop Serial Family NBC 15 mln. 5/wk $1,700 yes Daytime serial Quiz Family DuM 30 mln. l/wk $4,152 yes Parlor game with prizes News Family CBS 15 min. l/wk $1,850 yes Available Sat. night Panel Family CBS 30 mln. 1 wk $2,500 yes CBS newsmen and guests on current topics Drama Family ABC 30 min. l/wk $8,500 no Mystery series featuring suave amateur sleuth Adventure Juvenile NBC 30 min. l/wk $5,850 yes Filmed adventure serial Drama Family NBC 30 mln. l/wk open no Dramatic adventure written by Ben Hecht Variety Family CBS 30 mln. l/wk $4,750 yes Kid performers and orchestra Interview Family NBC 15 min, 5/wk $1,370 $6,250 (1) (5) yes Poetry, philosophy, and guests Drama Family DuM 30 mln. l/wk $3,668 yes Suspenseful mystery News Family DuM 15 mln. 5/wk $2,089 yes Newsroom setting: Bill Brennan as newscaster Kitchen Female CBS 30 mln. 5/wk $1,914 Partic. spilt net yes Top homemakers' program with Louise Leslie Panel Family CBS 30 min. 5/wk $7,200 $1,600 (5) (1) yes Experts and a panel of children Audience Partic. Women ABC 30 mln. l/wk $2,000 partic. per yes Household hints, etc., by Jessie DeBoth Variety Juvenile ABC 30 min. l/wk $4,000 yes A county fair show for kids Family Sports Family 15 min. 30 mln. l/wk News interpretation l/wk $4,050 Kids 3-12 in boxing bouts Variety Family 30 mln, l/wk $15,150 Mr. Rhythm'' goes to town Fantasy NBC 30 mln. l/wk open Filmed puppets Variety Family ABC Family 30 min. 5/wk l/wk $2,500 per !/4 hr. Feature-packed variety show $4,000 Questions on love, money and marriage Audience Partic. Family 30 mln. 5/wk $650 per 'A hr. $1,300 per ' , hr. Guests from audience Variety Family 60 mln. l/wk $7,500 V/i) Major Bowes graduates Family 68 min. l/wk $6,250 (I) $3,500 C/2) Big, zippy kid program featuring kid games Variety Family 30 mln. 3 wk $2,800 (I) Robin Chandler Introduces familiar cover girls 5 min, 2 wk $3,925 (2) Late news summary [Continued on next page) Xvailahic nettv ork pat 'kaae programs (TV) I Continued from previous page) TITLE TYPE APPEAL NET TIME TESTED EXPLANATION GARRY MOORE SHOW Variety Family CBS 15 min. 5/wk $8,375 $1,875 (5) (1) yes Daytime; V'4 hr on full hour show open AL MORGAN SHOW Musical Family DuM 30 min. l/wk $4,152 yes Unique piano styling, vocalists, guests MR. OMM Drama Family NBC 30 min. i wk $13,000 yes Charles Korvin in dramatic vignettes MR. WIZARD Science Family NBC 30 min. 1 wk $3,000 yes Interesting explanation of basic science MY TRUE STORY Drama Women ABC 30 min. l/wk $7,500 yes In cooperation with True Story Magazine NATURE OF THINGS Science Family NBC 15 min. l/wk $1,206 yes Dr. Roy Marshall explains basic science NBC OPERA Opera Family NBC 1 hr. 1 /wk open yes Seasonal NEWS STRIP News Family CBS 15 min. 5/wk $5,625 $1,125 (5) (1) yes Straight news show NEWS STRIP News Family CBS 5 min. 5/wk $3,590 (5) yes Only in conjunction with Steve Allen Show at noon NEWS STRIP News Family CBS 15 min. 5/wk $6,750 $1,500 (5) (1) yes Mid-day news strip NOT FOR PUBLICATION Drama Family DuM 15 min. 2/wk $1,412 yes Short short story involving reporter PANHANDLE PETE Drama Children NBC 15 min. 2/wk $1,350 for 2 yes Children's stories of Wild West Q E D (Jul/ Adult ABC 30 min. l/wk $4,100 yes Pane! of amateur sleuths REMEMBER THIS DATE Quiz Family NBC 30 min, 2/wk $1,800 $3,500 0/4) (■/*) yes Quiz about historical dates BUCK ROGERS Drama Juvenile ABC 30 min, l/wk $7,500 yes Interplanetary science fiction series MRS. ROOSEVELT MEETS PUBLIC Forum Family NBC 30 min. l/wk $5,440 yes Mrs. R. and outstanding guests DAMON RUNYON S BROADWAY Comedy Family NBC 30 min. l/wk open yes Filmed adventures of immortal characters SATURDAY NIGHT WRESTLING Sports Family DuM 3 hrs. l/wk $3,287 yes Wrestling from Chicago: Jack Brickhouse, anncr. SHADOW OF THE CLOAK Drama Family DuM 30 min. l/wk $3,911 yes Helmut Dantine as counter-espionage agent SHOWTIME USA Drama-Variety Adult ABC 30 min. l/wk $17,000 yes Variety acts and drama presented by ANTA SINCERELY. KATY RANDALL Serial Family NBC 15 min. 5/wk $1,700 yes Daytime serial SING IT AGAIN Quiz Family CBS 15 min. l/wk $7,050 yes Famous musical quiz KATE SMITH REVUE Variety Family NBC 60 min. l/wk $52,000 $26,000 ('/*) yes Kate and big time guests and variety acts SONGS FOR SALE Music Family CBS 30 min. l/wk $12,025 yes Steve Allen and amateur songwriters STAGE ENTRANCE Interview Family DuM 15 min. l/wk $900 yes Earl Wilson takes you backstage SURE AS FATE Drama Family CBS 60 min. l/wk $17,350 yes Expert production has won high critical acclaim GLORIA SWANSON SHOW Variety Family ABC 60 min. l/wk $2,500 per V* hr. yes Entertainment, news & fashion THEY STAND ACCUSED Drama Family DuM 60 min. l/wk $4,014 yes Authentically reproduced courtroom dramas TIME FOR ERNIE Variety Family NBC 15 min, 5/wk $550 yes Comedian Ernie Kovacs with music and songs TODAYS WOMAN News Female NBC 30 min. 5/wk open no Nows of and for women and 10 min. drama RUDY VALLEE SHOW Variety Family NBC 66 min. . wk $2,000 per Va hr. Rudy as emcee of variety show VANITY FAIR Variety Family CBS 30 min. 45 min. 2/wk 3/wk $2,344.67 partic. split net yes Dorothy Doan and Robin Chandler alternate as M.C. WASHINGTON REPORT Discussion Family DuM 15 min. 2 wk $622 yes Tris Coffin moderates panel discussion WATCH THE WORLD Educat. Children NBC 30 min. l/wk $5,855 yes Fiins of educat onal and nesw interest WE TAKE YOUR WORD Panel Family CBS 30 min. 1 wk $5,650 yes Amusing and educational tracing of word derivatives WHAT IN THE WORLD Panel CBS 30 min. 1 wk $2,850 (1) yes Leading authorities discuss various topics Situation corned) shows, which have proved \a-i- and arc somewhat eas- ier to produce than the Berle-type TV show, will be on the upbeat. CBS-TV, for instance, is planning to air situa- tion coniedie> on il- network that are T\ \eiMoii- of radio favorites includ- ing \l\ Friend Irmn. M v Favorite Hus- band, and Corliss In ha . Mysterj shows are beginning to ta- per ofT in number, although the) will be back this fall as a strong program ing element. There will be more spon- sored one-shots lliis fall, like Times sponsorship of the Kefauver hearings on VBC-TV, and seasonal one-shots, like Frigidaire's fane\ Boh Hope shows. Sports will play about the same role in network TV as last season, although their position is being threatened some- what by collegiate bans and opposition ol sports promoters to telecasts because of alleged box-office effects; also thea- tre TV ma\ sign up mam major -polls events exclusively for theatrical show- ing. Broadl) speaking, network TV shows llii- fall will be tending more toward the "entertainment" l\pe. and aw.i\ from artistic ventures on one hand and the "nuts-and-bolts" type show (exam- ple: a cooking program) on the other. TALENT: You can watch for a real "star system" to start this fall in TV network programing (as well as in TV films I. Networks and producers have signed big-name talent in the past, of course, but usually for a specific pro- gram built around the star. Now, in addition to this, a definite trend is growing at networks to sign high- bracketed talent to a general contract la la Hollywood S major studios), and then use their services for a whole list ol shows within the network's program structure. The recent pacting of Mary Sine lair to a contract of this sort by CBS. and the resultant publicity build- up, is a good example. 154 SPONSOR Today's news tonight! KTTV Staff Uses B&H Equipment To Make Deadlines Station KTTV is attracting Los Angeles viewers with a daily "live" news reel. The popularity of this feature depends on getting on-the-spot movies of local events . . . editing and preparing them for showing the same evening . . . and making that showing a finished production. To do this successfully, day in and day out, requires highly competent staff teamwork, plus the finest equipment. The staff at KTTV who work with Bell & Howell camera, projector and editing equipment have found it perfect for the job ! Shooting a street scene KTTV News Unit at work in the Film Editing Room. Man in center splices film at B&H F. In Single-Case Filmosound Projector. First choice of TV ex perts for previewing film before broadcasting . . . and for showing film to clients. Projects 16mm film — sound or si- lent. Complete film protection permits running originals or work prints without fear of damage. Change from for- ward to reverse or vice versa at flick of a switch — no re- threading necessary. Light, compact, easy to operate. You buy for life when you buy . . Matched For Your TV Needs 16mm 70-DL Camera. This newest member of the famous B&H 70 series is built with precision . . . versatile enough for most any TV job. The 70-DL operates at 7 precise, gov- ernor-controlled film speeds-the 204° open segment shut- ter giving 1/40 of a second exposure at exact sound speed (24 frames). Can be adapted to take film to which sound is to be added. Three-lens turret assures you of the right lens for any shot . . . instantly. Also has positive viewfinder with matching objectives and parallax correction, critical focuser, and hand crank. Guaranteed for life. During life of the product, any defects in workmanship or materials will be remedied free (.except transportation). Bell £ Howell BELL & HOWELL COMPANY 7112 McCormick Rd., Chicago 45, Illinois Please send me your booklet on TV equipment and how to use it to improve my TV services. Name City Address Zone State 16 JULY 1951 155 This type of talent operation is ex- pected to grow, as new TV faces and talents are turned up, to include more television writers, directors, producers en a general contract basis. When the situation becomes really competitive, as it is on the West Coast, there may even be a group of network "TV talent scouts" to scan the talent possibilities in all phases of entertainment. People signed under this system will either be assigned to various existing shows, or if they warrant it, will be used as the keystone of a new show se- ries— or both. CREATIVE ACTIVITY: The pres- ent balance of creative program plan- ning and follow-through will remain about the same this fall as last fall, al- I hough there will be some interesting backstage struggles for control. Net- works are determined to remain a big factor in TV program creation (they lost much ground in radio, have only recently gained some of it back ) . Equally determined to become bigger, as TV grows more important as a tal- ent outlet, are important package pro- ducers and agencies with big TV cli- ents. A good general guide will be to watch networks, agencies, and package producers, noting where most new cre- ative talent is being hired and new shows packaged. The balance may then be swinging in that direction. Q. What special programing trends will there be in daytime network television? A. ^ ou'll see a definite swing this fall to more "light" shows in the daytime. These will be personality showcases, along the lines of the Kate Smith Show on NBC-TV, and probably sponsored in segments by several advertisers. rather than just one. (Example: the new ABC-TV show starring Don A me- dic. I Their function will be to enter- tain, rather than instruct. In fact, a program v. p. at one leading network lias predicted the eventual "disappear- ance of the "household liinls type o\ network TV shows in a year or so. \l the same time, there will be much more attention paid to daytime dra- matic shows ol a serial nature. This type, long a mainstay of daytime ra- dio, is beginning to come into its own on the visual air. CBS-TV will have its P&G soaper, First Hundred Years, this fall in the 2:30 to 2:45 p.m. slot; plans for more shows ol this t\ pe are in the works. NBC-TV will have Miss Susan, for Colgate-Palmolive-Peet. in a 3:00 to 3:15 p.m. period. Neither ABC-TV nor DuMont has any formalized plans for shows of this type, but interest in them is high. Lever Bros, is said to be perfecting film versions of some of its serial dramas now running in daytime radio, and Whitehall Pharmacal is re- ported shopping for a TV serial for fall network use. Watch, too, for some network test- ing of daytime TV block programing. This is relatively unexplored territory, but if tests show that building a series of similar-appeal daytime TV shows into a block is successful, the daytime TV structure may take on many of the same aspects of daytime radio. Q. Why do viewers watch daytime TV? A. According to a recent study made by Advertest Research in the New York area, 58.3'/ of the respondents listed "entertaining" as the reason why they watched daytime video. About 20% indicated that it was "relaxing," and only 12.6/< included "interesting" ( i.e., gave useful information I . Q. What special programing trends will there be in nighttime network television? A. Unlike daytime TV. which will see a real development this fall, there are few new special trends expected for nighttime network TV. All of the big, successful nighttime TV shows should be back this fall. Some of them may be revamped a bit to make them more "entertaining." A few of the mystery shows, like Suspense, are planning to break away from the fixed routine of "private eye" stories, whodunits or horror, and are going in more for doc- umentary exposes I communism, nar- cotics, gambling, etc.). Q. How do average nighttime TV ratings stack up against daytime ratings? A. Comparison rating figures of A. C. Nielsen for a typical month shows that daytime averages are moving up, nighttime averages slightly down. Here are the figures: AVERAGE NIELSEN RATINGS FOB TV PROGRAMS Type April, L950 April. 195] All Evening Pro- grams 29.7 All Day Programs (exeepl kid 7.-1 9 9 Q. How do nighttime program types stack up again daytime pro- gram types in popularity compari- sons? A. Generally, the show types that are most popular at night carry their pop- ularity with them to their daytime counterparts. This includes variety shows, musical-variety types, audience participation shows, and dramas. The reverse is not true. Daytime "service shows," that are instructive (cooking, shopping, beauty hint programs) do not go over at night. Here are the figures from the recent Study of Daytime Television No. 3 made by Advertest Research in New York last May: RELATIVE POPULARITY OP TV PROGRAM TYPES COMPARING DAYTIME AND NIGHTTIME* Type L ike tin lit mi* Like nighttime \ ;i riety shows 76.5% 94.0% Musicals (variety 67.2% 93.0% type) Quiz programs 55.0% 78.8% Feature movies 40.4% 67.9% Cooking programs 36.4% 6.0% Beauty hints 35.4% 27.5% Shopping programs 31.5% 13.9% Serials 28.5% 42.1% \\ estern Films 22 -', 19.5% Sewing programs 15 IV, 3.3% Sonne: Advertest Research It's interesting to note that the pe- riod covered was Monday-through- Friday, only adult females were inter- viewed with a roster technique, and that the viewers responding above (302 out of a sample of 765 I were consis- tent viewers of both daytime and night- time TV. The study was made 4-15 May 1951, in TV homes in the New York area. Leading' TV network clients Q. Who will be the leading clients on TV networks this fall? A. It 's hard to say. Even at this late date, several big television clients are said to be holding back on their fall plans, generally settling budget prob- lems. The nearest thing you can get to an answer on this is to stud) what has been happening, and draw your own conclusions. During Januar) and February of this year, food advertisers spent near- l\ $3,500,000 for gross network time. Tobacco firms, during this period, spent some $2,200,000. and toiletry ad- vertisers spent about SI. 730. 000. Au- tomotive advertisers spent about $1,- 650,000 and the makers of household equipment, supplies paid $1,184,000. 156 SPONSOR It's interesting to note that, during this time, network TV time sales were running five times over what they were for the corresponding two-month peri- od of 1950. ( Based on NBC, CBS and ABC reports to P.I.B. DuMont not re- porting.) The largest single spender was Proc- ter & Gamble. Others follow in ap- proximately this order: Reynolds To- bacco; General Foods; Ford Motor Co.; Anchor-Hocking Glass. Now, let's take a quick look back at 1950. For last year, based on Publishers Information Bureau figures, these were the top TV network advertisers in gross TV network time sales on NBC, CBS and ABC. Leading Network Advertisers — 1950 1. Ford Motor Co $1,837,057 2. R. J. Reynolds 1,642,425 3. P. Lorillard 1,458,125 4. National Dairy Products 1,356,652 5. General Poods Corp 1,128,606 Comparing the two will show you why predictions are difficult. Leading advertisers changed their positions drastically in some cases, but all did some moving between their full-year standing for 1950 and early 1951. What will happen this fall is truly anybody's guess. You can look, how- ever, for most of last year's big clients to be at least very active in TV net- work advertising, with the general av- erage of money-spending for time go- ing up. Leading ad agencies in network TV Q. What agencies are tops in TV network business placement? A. Again, there is no clear-cut pattern for fall. A sponsor estimate of last year's agency standings, based on P.I.B. figures, shows this approximate order, with estimated gross TV billings placed by the agency: Leading Ad Agencies in .Vet TV — 1950 1. J. Walter Thompson $4,000,000 2. Youn? & Rubicam 3,000,000 3. William Esty 1,886,000 4. McCann-Erickson 1,823,000 5. BBDO 1,768,000 6. Kudner 1,739,500 7. Wintraub 1,369,000 8. Maxon 1,303,000 9. Lennen & Mitchell 1,275,500 10. Kenyon & Eckhardt 1,246.000 Since the TV clients of the above agencies are expected to be back this fall I although with some expenditure shifting within agencies I . the rank or- der of agencies in TV network business placement should be roughly similar to these ten. WSAZ CHANNEL 5 TV West Virginia's ONLY television station delivers EXCLUSIVE coverage of the rich HUNTINGTON -CHARLESTON market ■g^^^ OHIO PORTSMOUTH TRONTON O ASHtfcWO O W.VA ^^ KY. HUNTINGTON CHARLESTON LOGAN O ABC — CBS — DTN — NBC Represented Nationally by THE KATZ AGENCY 16 JULY 1951 157 \ Color television Q. Should an advertiser get into color TV now in order to gain ex- perience and good time franchises? A. So far as experience goes, the knowledge gained from working with color film announcements (which can be televised in black and white, and can be used in theaters I is excellent background for any potential color ad- \ritiser. But since there won't be any regular network color this fall during choice evening hours you won't be able to stake out a franchise for some po- tentialK valuable time slot. Q. How can advertisers "hedge" against the day when there will be color TV on a large scale? A. For an additional 30-40' V. accord- ing to a recent sponsor checkup on film producers (such as Archer Pro- ductions. Hal Roach, Apex, etc.), you can have your film commercials, or even TV film programs, produced in color film. Many of the basic lessons of visual air color presentation can be learned this way. The resulting films can be used in black and white, and can then be used later when color gets an audience. Some advertisers, like P&G with its Red Skelton Show, are reported making plans to shoot their film shows in color. Independent pro- ducers, like Gene Autry, are already rolling color film in anticipation of widespread color TV, and using the films on black and white TV. Remem- ber, color film can be shown on any system of colorcasting, CBS or any other which might come out of the laboratory . Q. When will color TV start roll- ing in earnest? A. 'i <>u II find that the pattern of growth will shape up something like this. By this fall, CBS will be feed inn some 20 hours of color TV programs each week. (This compares to CBS's 90 hours weekly of black and white I hi- fall, and the 3S0 hours or more weekl) on all four TV webs.) This will be about all CBS color TV staffs can turn out without disturbing nor- mal black and while schedules. Mean- while. CBS will be doing a mammoth job ol publicity and promotion on its color TV, to (1) make the public col- or-conscious, and create a demand for sets and more programs, and (2 1 to persuade all the leading set manufac- turers to turn out sets capable of pick- ing up CBS's color. If the publicity drive sets the imagination of the public afire, you may see quicker growth for color than any one now predicts. Q. How soon will new color con- verters and or sets be on the mar- ket? A. A sponsor checkup on leading set manufacturers shows that a dozen or so I CBS-Columbia. Arvin, Stewart- Warner, Tele-Tone, Celomat. Muntz, Monarch-Saphin, Color-Video Inc., and a few others) will be making con- verters or sets. But none of them are industry giants. RCA, Emerson, Ad- miral, Motorola and others wont re- tool until the public demand is really strong. Set deliveries will probably start between September and Decem- ber of this year, by industry estimates. Mass production is not expected to come for at least two or three years. Q. What is advertiser and agency reaction to color? A. The initial reaction seems to be enthusiastic, but most agencies are warning their clients to proceed with caution, since the limited circulation of color TV this fall still marks it as a semi-experimental ad medium. Nearly two dozen advertisers have been airing participations and announcements on CBS-TV color network and affiliated stations, but budgetwise it doesn't add up to much. Coast-to-coast video Q. When will live coast-to-coast television start? A. Not even officials of the American Telephone & Telegraph Company, which installs the nation's TV cable.-, are sure. Television's "Golden Spike won't be driven, by all estimate-, be- fore the end of this year, perhaps nol before next spring. Switchboards, TV equipment and relay installations are the big stumbling blocks. Q. What will coast-to-coast TV mean to sponsors? A. There will he two major effects of an East-W e-i TV hookup: 1. Kinescopes — With no live link between East and West Coast TV sta- tions this fall. TV sponsors will be shipping kinescopes of their programs to the West Coast as the only alterna- tive. In many ways, this is a stop-gap measure. A cable connection means the end to much of this problem, and will assure sponsors of first-rate live transmission of their shows and prob- ably higher ratings — when shows are in the proper time slot for simultane- ous peak viewing on both coasts. It won't make the situation on availabili- ties much easier until there are more TV stations on the West Coast. 2. West Coast Programs — The re- verse of East-to-West programing will start emerging. Hollywood's talent pool, so far as Hollywood-originated TV shows is concerned, has barely been touched. With the completion of the trans-continental cable, watch for a strong upsurge in live shows bearing the "produced-in-Hollywood" tag. More sponsors will start using Holly- wood talent on their shows, since it will probably cost them less, being right next door to TV studios and eliminating the need of an expensive trek East. Look for more TV equiva- lents of programs like Lux Radio The- atre. Kinescopes Q. What about the quality of kinescope recordings? A. All the networks report a decided improvement in the quality of kines. One network film director claims a 10(1', increase in qualitj during the past year, due to special film emulsions and improved processing methods. He expects the improvement to continue. Q. How much does it cost a spon- sor to have kinescope recordings made? A. The number of kinescopes made tor showing on network stations \ar\ with the advertiser's contract. Some arrangements between advertisers and network- provide for one kinescope for e\er\ two stations on the kine schedule — with "bicycling" of each print to two stations. Other arrangements call for one print for each station, and so on. If an advertiser wants a kine of his -how for private use — as an air cheek 158 SPONSOR or audition, for example — the charges run as follows: Recording charge Cost per print ABC CBS DuM NBC $150 $250 $270 $285 150 70 75 65 Q. Are there any new develop- ments planned for recording TV shows? A. Yes. A joint RCA-NBC project has been underway for several months, will get its first engineering test about 30 July. It's an arrangement wherebv movie cameras are hooked up to the television cameras so as to capture the action on film at the same time as it's telecast. This film is then edited into a single, integrated record of the pro- gram. Having been made directly, the resulting film is much clearer than kinescopes which are taken off a TV tube. If the RCA-NBC technique works it will be licensed for general use, ac- cording to a network spokesman. Cost may be higher, at first, than kines; but the improved quality will make these recordings much more effective. Q. What's the trend in the amount of kinescope recording being done by the television networks? A. One major net estimates that the amount of film earmarked for kines has about doubled in the past year. To give some idea of what a big oper- ation kinescoping has become: NBC kinescopes an average of 48 hours of programing per week, CBS ships out an average of 1,200 reels of film week- ly. One program has 40 kines made up for each performance. Even when the cable reaches the West Coast, demand for kines will re- main substantial. Network spokesmen point out that stations now on the ca- ble use kinescopes because it allows them to schedule the network programs at a time other than the original live telecast. "Alternate week" programs Q. What is the "alternate week" TV program theory, and when is it used? A. As the title implies, these are pro- grams which appear every-other-wesk on a regular schedule. Usually, they are two evenly-matched shows (pre- Your Key To Central Ohio's Thousands of TV Kitchens Jean's KITCHEN FAIR with Jean Phair Jean's Kitchen Fair is a perfect setup for more sales in America's fastest growing TV market. Under the contagious enthusiasm of Mrs. Jean Phair, this popular new participa- tion program is fast becoming a "must see" TV show for more and more homemakers in the big WBNS-TV area. At home in any kitchen, Jean Phair com- bines complete menus with kitchen talk close to the heart of every homemaker. She draws from a wide and varied background in the food field — plus extended TV and radio ex- perience, with a "top drawer" record as a home economist, to demonstrate foods, ap- pliances and other homemakers' items. For program resume and complete details phone Blair TV, Inc., or write direct. WBNS-TV COLUMBUS, OHIO Channel 10 CBS-TV Network • Affiliated with Columbus Dispatch and WBNS-AM • Sales Office: 33 North High Street 16 JULY 1951 159 sented one per week, which alternate as a tandem I . The reason for using such a pro- graming approach is equally simple. With TV time and talent costs con- stantly rising, putting on a show every- other-week costs less, gives the talent a "breather," and allows more time for finished production. Two recent examples of "alternate week" shows: Robert Montgomery Presents and Somerset Maugham The- atre on NBC-TV, and Starlight Theatre and Burns & Allen on CBS-TV. Q. Do viewers have difficulty in following schedules for these shows? A. Yes, there is some confusion. Last month. Advertest Research conducted a survey in 770 TV homes throughout the New York area, interviewing male and female viewers on this topic. Some of the highlight findings: (ll Only 42% could name, without help, one alternating week program. (2) Only 40% know in advance of per- formance which alternate of a pair will be presented. (3) Only 16'< could Ihe he producers of transcribed musical radio and/or television announcements for such leaders of American industry as General Electric, Pepsi -Cola, Seal test, Benrus Watch, Block Drug, Mohawk Carpet Mills, St. Joseph Aspirin, Blue Coal, Shell Oil and, literally, a host of others, are ready to go to work for YOU. NELSON IDEAS, INC. Schenectady and New York City name the program scheduled for the evening of the day of questioning. Some 37% of viewers miss seeing some alternating programs because they do not know that they are on. However, some 41 % of the respon- dents said that they felt they were get- ting "better programs" by this method. Q. Do viewers seem to prefer weekly TV shows over alternating wek programs? A. Yes. Advertest figures show that 68% of the sample preferred weekly shows. Main reason: the ease of fol- lowing programs. Q. What effect does the alter- nate-week show have on viewing patterns? A. According to Advertest: "In some cases, a large audience is shared by buth programs. In others, a joint au- dience is small. In some instances, it appears that the weaker of a pair of alternating programs benefits from the fact that it alternates with a more pop- ular program. More than one-third of all respondents do not watch any pairs of programs. However, 64% watch at least one pair of alternate week pro- grams." Q. Does putting a show on an al- ternate week basis lower its spon- sor identification? A. To some extent, yes. But. there is a counterbalancing saving in costs. The Advertest study shows that the av- erage sponsor identification figures for the current alternating programs ranges from a high of 87% to a low of 6%, with an average identification for the six pairs of alternating pro- grams at 38%. S.I. for 12 comparative weekly pro- grams ( selected on the basis of time, type and relative popularity ) ranged from a high of 74' i to a low of 15%, with the median running for the 12 shows around 44' . . Q. Is it wise for a sponsor to think of putting his show on an alternate basis? A. Says Advertest: "the alternate week television program can be. and in many cases already is. a strong audi- ence builder and effective advertising vehicle." 160 SPONSOR lOkdti otouioviMe fdt- BESIDE The Louisville Metropolitan Area ranks 28th in America. WAVE has a Daytime BMB Audience of 238,490 families. Its BMB Area has an Ef- fective Buying Income of more than one- and-a-half hillion dollars* — or 66.4% as much as the entire State of Kentucky! WAVE-TV was first in Kentucky by more than a year ... is now a third-year veteran, preferred by the majority of the 90,526 TV set-owners in and around Louisville. WAVE-TV is Channel 5 . . . features out- standing local programming as well as NBC, ABC and Dumont. Ask Free & Peters for the whole WAVE story, today! *Sales Management Survey of Buying Power, May 10, 1950 WAVE* has a Daytime BMB Audience of 238,4<>0 families in Kentucky and Southern Indiana. Thin area has an Effective Buying Income of $1.67 billion, as against S2.51 billion fur the entire State. The Effective Buy- ing Income within WAVE*s Daytime BMB counties is 151% of the In- come in those Kentucky counties in which WAVE does NOT have a BMB audience 1 *The WAVE-TV Coverage Area contains 256, 100 families. LOUI FREE Cr PETERS, INC. Exclusive National Representatives 16 JULY 1951 161 r GET ALL THE FACTS! WRITE FOR YOUR COPY -.at Ch, NortkeAM Ohio.. WGAR Cleveland 50,000 WATTS . . . CBS 562 RADIO . . . AMERICA'S GREATEST ADVERTISING MEDIUM D J ibe SPOT -for SPOT RADIO *v 'f) \ Represented Nationally by itft ~-&~" Edward Petry & Company SPONSOR Premiums, unions, TV film . . . Radio and television are loaded with matters of industry-wide interest on which no "Network" or "Spot" label can be pinned. In sponsor's Over-all section, advertisers will find the latest merchandising trends rubbing shoulders with tips on what's doing in the premium and contest field. Wrapping up the quickly-moving television picture are four key topics: Hollywood's film plans for TV; what non-Hollywood inde- pendent producers are up to; how theatre and subscription television are doing; how agencies and advertisers are whit- tling down the cost of TV film commercials. A concise rundown of the latest union activities spotlights the jurisdictional squabble between rival technician's unions, tells how unions are reacting to the problem of weeding out subsersives. With radio fighting back against calamity howlers, and TV still incompletely charted, research organizations have added new services, sharpened up some old ones, sponsor gives a detailed outline of just what each research outfit turns out — including qualitative firms like Daniel Starch, Horace Schwerin, Advertest. Index at right gives the exact location of each Over-all topic. Research 1 H4 Contests and premiums IK!) Film trends 171 Hollywood and TV 1 72 Feature film producers 1 74 Theatre and subscription TV 175 TV and sports 181 TV cost cutting 182 >lail order and P.I. 181 Merchandising 185 Unions 185 TV code 187 16 JULY 1951 163 COST-CUTTING TRICKS (SEE P. 182) SAVE SPONSOR FILM MONEY. ABOVE, SUBWAY ILLUSION IS CREATED FOR ALKA-SELTZER 6 Research . . . Because we think thai right now W heaties are doing an much as anybody to tell America about common stocks and the value of owning them. . . . Because Wheatics are dramatizing that story — on television, on radio, in the press — in a nation-wide contest, offering the winners $50,000 worth of common stocks as prizes. . . . BeeauBe Wheatie. asked our help ill running that contest ... in providing investment guidance for the prize winners — or anyone else for that matter — with- out charge or obligation. Of course, we were glad to do anything we could, because we've always felt that a lot more people should own common stocks and earn a return of 5% or 67' on their extra dollars. Then too, dollars invested in com- mon stocks are more likely to keep their purchasing power than dollars that are simpU set a-idc. for over the years, as prices for food, clothing, and other neces- sities have gone up, so have the prices of common stocks. Apparently General Mills feel, much the same way. feels that sprearling nil ownership interest in American enterprise is the best possible way to preserve it. So if you'd like a chance to win the top prize — $25,000 worth of common stock- just ask your grocer for an entry blank in the V, heaties contest today. And if you'd like to know more about common stocks - what they are, how you buy them, why it might he good for you to own some — just ask us for a copy of our pamphlet "What Everybody Ou/thl to Know . . . About Thi, Stork and Hon,! Business You'll find it answers vour questions in words anvone can understand There's no charge, no obligation. Just ask for the "pamphlet on slocks" arid send rennet to l>'l AD-lt) Merrill Lynch, Pierce, Fewer & Beane 70 PINE STREET NEW YORK s. N V Telephone WHilrhall 4-1212 373 Madison Avi. (57th St.) 1407 BnOAOwAY(38thSt ) Tel MUrrsy Hill »616l Tel LOngane -t tss( N(«»t -44 Broad Si —Tel MArlcl 3-8500 S;ai»,W in Wesi Park Place— Tel: 4-7355 Radio-promoted contest offered stocks as prize Q. Are there any new trends in radio research? A.. Yes. With radio out to spotlight its claim as number one low-cost me- dium, media research outfits have ex- panded their radio services. Here are some examples of recent additions, as well as one which will be starting this fall. This June C. E. Hooper announced release of the first "Area Hooperat- ings." A survey commissioned by Cleveland's WTAM established the ra- tio between "inside" city audience size and "outside" area audience size. Once established, by a diary study of joinc (>(>() "inside" and "outside" lis- teners, this ratio was used to project regular Cleveland Hooperatings to the « ntire primary area of the station. Station WTAM. and others reported dickering with Hooper for a similar survey and service, will thus be able to claim credit for a larger share of their listeners. Agency timebuyers should he on the lookout for an increasing num- ber of "Area Hooperatings" from 50,- 000 wallers, who have the most to L'ain from this new rating technique. Dr. Sydney Roslows organization. The Pulse, has been kept busy with special studies of out-of-home radio listening. A recent survey in 15 cities indicated that 45.5% of the people in these areas owned radio-equipped autos. Examples: 716,700 auto-radios in Chicago. 857.900 in Los Angeles. 301,600 in Philadelphia. Still in the talking stage is the most ambitious application so far of Ad- vertising Research Bureau. Inc.'s lARBl's) unique point-of-sale tests of radio versus newspapers. Following the lead of Marshall Field and other huge department stores. Macy's is seriously planning a test. As previ- ously reported in sponsor, ARBI tal- lies the actual sales resulting from a series of ads in a newspaper and a series of radio announcements. Money spent on printed advertising exactly equals that spent on radio. A year of such tests by AHB1 throughout the U.S. show radio the top salesman in over 95' , of the tests. Katlox. the low-cost electronic tech- nique, which functioned in Philadel- phia before closing down last year. ma\ he revived. 164 SPONSOR Q. What about trends in televi- sion research? A. As the "cable" snakes its way fur- ther westward and the advertiser stake in TV increases, research services have increased to keep pace. For example: Videodex has just added a Part Two to its national report. This includes an audience breakdown for network programs, listener reaction to program and to commercial on an "excellent." "good," "fair" scale. Videodex has also been doing audience turnover and audience flow studies, as well as prod- uct purchase studies, on a special basis. Trendex reports that, come fall, it will report on more inter-connected TV cities than the 20 now covered. Total number of cities to be added has not been decided on yet, but they will in- clude either new western markets just added to the cable or some already connected and not included in Trendex reports. Another projected plus serv- ice from Trendex: a quarterly report on sponsor-identification for network- advertised products. American Research Bureau is con- sidering addition of Boston and De- troit to its list of TV markets. At the same time, three cities now reported on quarterly may be covered on a monthly basis instead, come fall. Q. Which research organizations give quantitative information about radio and television and what does the data consist of? A. In outline form, here's what eight principal firms provide in the way of broadcast media research. American Research Bureau, National Press Building, Washington, D. C. la) Monthly TV "City Reports" for Four basic research techniques and their weaknesses TECHNIQUE 1. Meter Nielsen, Chicago SERVICE National radio ratings; na- tional TV rating* both pro- jectable to total radio/TV homes in U.S. AUDIENCE AND RATINGS INFORMATION Share, average, total audi- ence; "Nielsen Rating" (mea- sures audience for six min- utes or more of program) ; cumulative, minute-by-minute, flow of audience SAMPLE Fixed ; electronic me- ters on about 1,500 radio, 350 TV sets (TV sample now be- ing enlarged in pro- portion to growth of TV) ; samples select- ed according to so- cio-economic relation to rest of U.S. WEAKNESSES Lack of speed ; high cost; measures whole family listening, rather than individual mem- bers of family 2. Phone coincidental (a) Hooper, New York Radio audience for 102 cities; TV audience for 25 cities; radio/TV comparisons for 64 cities Share of audience; average audience In radio, random; at least 600 phone calls per city during show. In TV, fixed home base; at least 600 phone calls per city (b) Trendex, New York (c) Conlan, Kansas City National radio audience rat- ings based on 20 cities in which TV penetration equal to TV penetration nationally; TV ratings in 20 of largest interconnected cities Average audience; share of audience; audience composi- tion; sponsor identification In radio, random, with at least 1,000 homes in each city phoned. In TV, home base, 500 homes phoned Does not sample before 8:00 a.m. or after 11:00 p.m. ; restricted to phone owners ; does not reach rural listenership; does not reach all lis- tening within home or out of home Radio and TV audience rat- ings in any area upon request Share of audience; average audience Random 3. Diary (a) Videodex, Chicago, New York (b) American Research Kureau, Washing- ton, D. C. (c) Tele-Que, Los Angeles Quantitative and qualitative TV audience ratings represen- tative of all TV areas (63 cit- ies included in surveys) Total audience; audience composition ; qualitative reac- tions to programs and com- mercials; description of so- cio-economic characteristics of each home Tabulation of 9,200 homes, rotated four times a year; diaries kept for one week of each month Radio ratings for Washing- ton, D. C. ; TV ratings repre- sentative of all TV areas and for six individual cities Total audience; composition audience Random; new sam- ple group each month; diaries kept one week each month Measurement restricted to seven days' listening per month; presence of diary claimed to affect listening habits; human falterings of memory when recording Television audience ratings in Los Angeles Total audience; composition audience Random; new sam- ple group each month; diaries kept one week each month 4. Aided recall interview Pulse, New York Radio and TV audience rat- ings in 18 cities coast to coast; radio/TV comparisons in 13 cities Total audience; share of au- dience; audience composition Modified nrea; per- sonal inter\iews in which respondent is asked to recall hi* listening during a span of four or five hours Human faltering of memory; claimed ten- dency of respondent to exaggerate listening ac- cording to how question is asked; fails to reach listeners in rural areas 16 JULY 1951 165 ma Ice the $o- 76u At KQV, it's a 24-hour-a-day job aggressively promoting in the right places for its advertisers. Carefully planned promotion — newspaper, dealer contests and special theater tie-ins — is one reason why our rating and our local and national billing are consistently high. Spot revenue-wise, KQV is among the top five Mutual stations of the nation. PITTSBURGH'S AGGRESSIVE RADIO STATION Basic Mutual Network • Natl. Reps. WEED & CO. A value . . . PLUS in "BRUSH CREEK FOLLIES" with HIRAM HIGSBY on KMBC KFRM PLUS ONE-"Brush Creek Follies" is in its fourteenth successful season! PLUS TWO— Playing again to a live audience from the stage of the huge new KMBC studio playhouse! PLUS THREE— A great new arrange- ment on commercials for advertisers! PLUS FOUR — An outstanding new promotion and merchandising plan! PLUS A DOZEN-Write, wire or phone KMBC-KFRM or your nearest Free and Peters colonel! KMBC of Kansas City KFRM for Rural Kansas • • • 6th oldest CBS Affiliate • • • WILLA MONROE "A GREAT BUY", SAYS OUR COMPETITION! The five Memphis stations that split up the Memphis white audience will admit that WDIA completely dominates in selling the 44% Negro segment ot Memphis' 394,000 total population. And. with a total BMB county-count ot 489.000 Negroes. WDIA thus offers you a truly great market that cannot be as effectively sold any other way! Hoopers* prove the listenership, aid the case his- tories of such QUALITY advertisers as Camels Ciga- rettes. Super Suds. Frostee. Arrld. Lipton Tea, Purex and Old Judge Coffee prove results. Write for full details. HOOPER RADIO AUDIENCE INDEX City: Memphis. Tcnn. Months: April-May 1951 Sets WDIA B MF IIAM-BPM 14.5 24.1 25.4 19.9 11.6 9.2 6.7 2.5 Radio Station WDIA, Memphis, Tenn. John E. Pearson Co., Representative fall's crop of premium offers. Avail- ability of desirable, reasonably-priced items for premium use is the limiting factor. Practically all premium offers are self-liquidating, stimulate bargain- hunting by sponsors to keep cost down. Q. What is the tally on the num- ber of contests and premium of- fers run recently? A. Here's a breakdown of recent contests and offers by networks. All except Mutual combine both AM and TV. ABC CBS Mutual SBC January 1 9 16 17 February 8 10 22 10 March 6 10 20 6 April 8 8 24 4 May 10 8 25 8 Q. What kind of advertiser is us- ing contests and premiums? A. Although users of contests and premiums run the gamut of manufac- turers, most come from the small-item, big turn-over category. For example, 65% of the 10,000 firms who promot- ed premium offers last year were food producers and processors. Just a few examples of the kinds of firms who used these promotion gim- micks recently: Beltone, Colgate-Palm- olive-Peet, Noxzema. General Foods, General Mills, Hudson Paper Napkins, Lever Bros., Lipton Tea, Procter & Gamble, Philip Morris, Longines- Wittnauer, Chesebrough Manufactur- ing, Pillsbury Mills, Sterling Drug. Q. Is there any difference in the handling of contests and premiums on TV and on radio? A. Yes. TV's demonstrating power permits the sponsor to show off his premium or picture the prizes in his contest. Agencymen who've tried premium offers on both AM and TV report that TV brings in "satisfactory" returns, but not necessarily spectacu- lar ones, as compared with radio. Pic- turing a premium or prize can con- ceivably boomerang, too. if goods are not up to expectations. Most premiums present no demonstration problem on TV, others are handled better on ra- dio. Example: needle threader, which "gets lost between the lines" of a TV receiver. Q. What are the outstanding con- tests and premium offers made re- cently? 170 SPONSOR A. One contest, notable for its pub- licity and public relations by-products, is the link-up between General Mills and Merrill Lynch, Pierce, Fenner & Beane. The food firm and stock brok- er outfits joined to put on an "I like Wheaties because . . ." contest, with $25,000 in common stocks as first prize. Total outlay for prizes: $50,000. Winner can use expert advice of Mer- rill Lynch to buy his portfolio. Unique offer promotes Wheaties — and the idea that "just plain folks" can buy stock in U. S. business. Another very successful promotion, a recent offer by the Hudson Pulp & Paper Company, cost the company about $250,000. Hudson uses both ra- dio and TV, wanted to get some meas- ure of their respective sales pull; the napkin-making firm was also after a broad sample of customers and poten- tial customers for later market surveys. The quarter-of-a-million dollar tab was run up by filling some 500,000 re- quests for free napkins. Offer was made over WGN, Chicago; WBZ, Bos- ton; WBZA, Springfield, Mass.; KDKA, Pittsburgh; CKLW, Detroit; WFIL, Philadelphia; and WOR, New York. John B. Gambling, WOR morn- ing man, pulled a remarkable 181,000 inquiries. Television coverage came from 30 CBS-TV outlets carrying Hud- son's Bride & Groom show. Company is reportedly pleased, may repeat the offer despite the considerable expense — which they figure has already come back in form of increased sales and valuable publicity. TV film trends Q. What is the trend in use of film for programing on TV? A. A recent survey by Paul White, vice president of the National Tele- vision Film Council, indicates that an average of 17 to 19 hours of film per week is used on the average TV sta- tion. This amounts to about 20% of the total time available on stations with 12-hour-a-day operations. White pre- dicts that by December 1951 film usage will have risen to 30%. He points out that at least two big network TV shows will return in the fall on film, instead of live as before. Q. Are there any significant trends in TV film commercials? [ SYRACUSE, NEW YORK 42.2 37.2 -in 30 of 40 Quarter Hour Daytime Periods Monday thru Friday 2nd in 8 Periods Look at the Share-of-Audience You Get on WFBL \ 20.4 20.6 18.0 14.8 12.7 13.6 10.2 WFBL Station B Station C Station D Station E All ratings from Hooper Winter-Spring Report — December, 1950 thru April, 1951 Compare and you'll buy . . . WFBL • Syracuse, N. Y. FREE & PETERS, INC. Exc/uJiVe Notional Reprejenfof.'vej BASIC 16 JULY 1951 171 To an Account Executive with radio budget problems anJan J * ulcer Perhaps you have never smelled the fragrance of new-mown hay tedding on rolling acres, or watched the clean steel of a plow slipping through the fertile black soil of Iowa. Antonin Dvorak made powerful music for the New World Symphony from such ingredients. We, more interested in powerful buying power, prefer to hear the music made by the seasonal finale — the clunk of hard ears of corn hitting a backboard - - the hiss of a thresher spewing kernels of wheat for tomorrow's bread. Iowa's 34.8 million acres of tillable soil produce, among an abundance of other things. 10% of the nations food supply and contribute to the high per capita wealth of Iowans, currently 61% above the national average. The half-acre in the country to which you repair week-ends — or aspire to — is about l/320th the size of an average Iowa farm. If you feel that you ought to have a gold mine in the back yard just to meet your country living costs, compare your situation with an Iowan's. Iowa's rockless soil produces more wealth each year than all the gold mines in the world. Before you dash mil for a harried lunch of soft- boiled eggs and a glass of milk (while many an Iowan is tuning his radio to WMT and sitting down — at home — to a leisurely noon-day meal of sizzling steak, golden roasting corn dripping with freshly churned butter, tender garden peas, straw- berries and cream . . .) please consider this: A Class C station break on WMT has a potential audience (within the 2.5 mv contour) of more than 1.1 million people — and it budgets at $12 (260-time rate). It's a market worth reaching — and in Eastern Iowa WMT reaches. Please ash the katz man for additional data. 5000 WATTS Day & Night 600 KC BASIC COLUMBIA NETWORK A. Advertisers are balancing increased production costs with cost-cutting methods to keep the price of TV film commercials about the same, on the average, as they have been. Specifical- ly, the cost of film stock has taken two price jumps in the past 18 months. While labor has remained relatively stable, other production costs have ris- en as well. To balance the upward spiral, agen- cies and sponsors are looking more closely at fancy camera work and am- bitious settings. Several large agen- cies report an increasing number of straight, demonstration-type commer- cials— live-action, without stop-motion or animation. As in the past, stop-mo- tion is the most expensive technique, animation next. Another trend is the inevitable thin- ning out which is taking place among the ranks of TV commercial film pro- ducers. The smaller operators are find- ing it tough to get a steady enough flow of work to keep going. As one producer explained it: "If we could just get an order a week, even a small one, we could keep going. But the feast and famine type of operation is what puts us smaller fellows out of business." Result of this contraction in film outfits will not be felt for a while yet — possibly a year — but when it is. look for higher prices. Many firms have been working almost for nothing, just to build a reputation: they've got to make up for some of the lean years. Competition will keep quality up and prices moderate, however. An expand- ing Hollywood interest in TV film commercials will ensure that. Look for more "Made in Hollywood" labels on film commercials when the mechanics of East Coast-West Coast liaison are straightened out. Hollywood and TV Q. What can sponsors expect from Hollywood in the way of films for TV this fall? A. Hollywood, after giving TV cold looks for years, is beginning to realize that its future may well depend upon a good working relationship with tele- vision. ^ ou'll find more and more film producers this fall, including some of the major studios as well as the inde- pendents, opening their film vaults and releasing films made only a few years 172 SPONSOR ago. Others will be making more films on a "to-order" basis for leading TV clients and networks. Two recent ex- amples of this trend: Robert L. Lip- pert, one of the film capitals ace in- dependent producers, has re-scored (in a special deal with the American Fed- eration of Musicians) some 20 of his products, and has been selling them to TV stations as a package, with another package of 20 films expected for the fall. Columbia Pictures subsidiary, Screen Gems, has shot two trial-run half-hour versions on film of du Pout's Cavalcade of America, at a reported cost of $22,500 each, using the exten- sive Columbia studios in Hollywood. Q. Will the ABC-United Para- mount deal mean that more Hol- lywood films will be available for TV? A. United Paramount Theatres does not make films. But since UPT is the largest movie exhibitor in the country, its merger with ABC has caused a tre- mendous amount of talk in Hollywood. This alone may be enough to prod some of the major studios, like Metro and Warners, who are anti-TV, into becoming more active in video, or into releasing some of their old films to tel- evision. Also, since UPT is an old hand at building expensive stage shows with name stars, it may mean that more name talent may flock this fall to TV, and perhaps to TV films. Q. What are the main advantages Hollywood has in making TV pro- gram films? A. With Hollywood, film-making is an established business. The best techni- cal brains, and the best-known talent, are there. The weather is usually ex- cellent for outdoor location shots. Lab- oratory work, for films and recording, is the world's finest, and can often be turned out faster than similar work in the East. With an increasing list of big studios and independent produc- ers engaged in TV film activities of all sorts, the Hollywood firms are building a big backlog of experience. Q. What are the disadvantages facing Hollywood film men? A. Hollywood's "sponsor," until TV came along, was the box-office. All film men were concerned with was turning out pictures that would appeal to the public. Now, Hollywood is hav- 1 of the "St Louis ^a/lpoom" sold these advertisers I :-: tea The "St. Louis Ballroom" /'///j is promotion! Bigger, better than ever! 24 sheets, exterior bus and streetcar cards, interior bus and streetcar announcements on Transit Radio, newspaper display ads, special mail promotions and personal appearances, pro- motion announcements on KXOK are scoring a wide plus for "St. Louis Ballroom" advertisers. Get details from your John Blair man or from KXOK today. ABC STATION ,2,l i DEIMAR- CHESTNUT 370U 63okc.50oo WATTS •FULL TIME Represented by John Blair & Co. 16 JULY 1951 173 CLEVELAND'S Cfa£ STATION • WJ W • CLEVEUMD'S/^fc^^TSJCNAL' WJW • CLEVELAND'S 0UU S^ Chief Says: "Chief's local business sure is booming, Let Cleveland merchants tell you why: Their spot campaigns send sales a-iooming Chief Station's shows sure make folks BUY!" LOCAL BIZ TRIPLED Take your tip from local sponsors. They know Cleveland— they demand results. Since February, local business has tripled on WJW —Cleveland's only network station with net-calibre day- time local programming. I CLEVELAND'S STATION 5000 W. WJW BUILDING REPRESENTED NATIONALLY OS BY BASIC ABC CLEVELAND 15, OHIO H-R REPRESENTATIVES, Inc. IN MONTREAL it's Canada's FIRST station — wise in the ways of PROGRAMMING, PROMOTION and MERCHAN- DISING . . . gives you the cover- age and the listenership needed to do a real selling job in this rich market area. CONLON REPORT Sept. 1950 % sets on 24.6%— % KCVO • Mosby 5000w— AM PM EVE 67.4 51.0 50.5 % KXLL • Craney 250w— AM PM fvp 30.0 45.9 EVE 45.3 Ail Others AM PM EVE 2.6 3.1 4.2 Serving the most people in the largest area of Rich Western Montana since 1931. 74e /tit THotfa Statio*u U. S, Representative— Weed & Co. M00 Wans 250 Watts f * Night &. Day Night & Day CllifGMM """'"" *"""" MONTANA THE TREASURE STATE OF THE 48 ing to learn to work to the specifica- tions and purposes of advertising, and to work with agencies and clients. This is not an easy thing for an industry to learn almost overnight. Also, there is the problem of distance between New York and Hollywood. The bulk of cre- ative advertising activity, as well as the headquarters of all the leading TV networks, is in the East. Doing "Hol- lywood shows" in radio means a con- stant shuttling of admen back and forth between New York and L. A. TV feature film firms Q. What's the over-all economic picture among feature film firms? A. Making a series of film calls for a hefty bankroll and the bankers are justifiably wary of supplying the finan- cial backing. Even the recognized top- notchers find themselves making intri- cate deals to assure adequate financing, producer of the Paradise Island and Example: the deal Jerry Fairbanks, Front Page Detective series, recently worked out with big Official Films of New York under which Fairbanks will boss production and Official will han- dle the distribution end. Because of the high cost of produc- tion and the limited market available until the freeze on new TV stations is thawed out, many producers are un- able to get back production costs on first runs of their products. Q. Who are some of the leading producers and what types of pro- grams are they turning out? A. A list of successful film producers and typical productions might include: Apex [Lone Ranger), Bing Crosby [Fireside Theater), Flamingo (Super- man), Roland Reed (Stu Erwin) , Film- tone (Life of Riley) , Flying A Pictures (Gene Autry) , Frederic W. Ziv (Cisco Kid), Prockter (Big Story), Hal Roach (Racket Squad), Bernard Kar- len [I'd Like To See . . .), Paramount (Wrestling from Hollywood), Consoli- dated iBuster Keaton Show), Interna- tional Tele-Film [John Kieran's Kalei- doscope), and Louis Weiss (Craig Kennedy, Criminologist) . Two new indications that film for TV will become more plentiful are the deal between Official Films and Jerry Fairbanks. Inc.. and the abortive Par- 174 SPONSOR amount Pictures-Hal Roach negotia- tions. Importance of film as a pro- gram source is pointed up by Isaac D. Levy's resignation from CBS board of directors to devote full time to Offi- cial Films, Inc. (of which he's chair- man). Official just took over Jerry- Fairbanks, Inc., Hollywood-based TV film producer. The combine has close to a million dollars capital, and it looks like an ambitious program of film pack- ages for television is getting under way. with Fairbanks turning out the films (with a bigger budget) and Official doing the marketing on a wide scale. It looked for a while as though a simi- lar deal might go through between Par- amount Pictures and Hal Roach Stu- dios. Paramount, which owns a piece of DuMont, had plans for producing film to be used over the DuMont TV network. Price of $4,500,000 for Roach facilities was rumored to be ac- ceptable, but the board of Paramount failed to approve the purchase. Latest is that NRC, through TV head Pat Weaver, has negotiated a deal that brings Roach facilities into NBC orbit, of Western half-hour films regularly scheduled on TV - - Lone Ranger (Apex), Cisco Kid (Ziv), Gene Au- try (Flying A), and Range Rider (Fly- ing A) — are the other four. Dozens of other regular TV film packages are be- ing sold on long-term contracts by such firms as United Artists, Consolidated Television Productions, Harry S. Good- man Productions and others. Theatre and subscriber TV Q. Will theatre television and subscriber TV affect you as an ad- vertiser? A. Yes, in three ways. First, you'll have to buck both systems in buying rights for top entertainment — princi- pally sports. Theatre television, al- ready a thriving, though still small en- terprise, may be counted on to get a preferential nod from sports promoters with box-office jitters. Many promo- ters like the theatre arrangement, where out-of-town showings don't cut into the gate. Subscriber TV still try- ing its wings experimentally, could quickly build itself into a multi-mil- lion dollar business. One system envi- sions an initial subscriber list of 100,- ( Please turn to page 179) YOU MIGHT CLEAR 15' 7-3/4"*- BUT... YOU NEED WKZO-WJEF AND WKZO-TV TO GO OVER THE TOP IN WESTERN MICHIGAN! WKZO, Kalamazoo, and WJEF, Grand Rapids, have been radio leaders in their home cities for so long that time buyers automatically recog- nize them as first choices "in town". BMB Study No. 2 proves that WKZO-WJEF are an exceptional buy for rural Western Michigan, too. Since 1946, WKZO-WJEF have increased their unduplicated Audiences by 46.7% in the daytime ... by 52.9% at night! But here's the frosting on the cake: WKZO-WJEF not only deliver about 57% more listeners than the next-best two-station choice in Kalamazoo and Grand Rapids — they also cost 20% less than the next-best combination! WKZO-TV, Channel 3, is the official Basic CBS Outlet for Kalamazoo- Grand Rapids. It is a multiple-market station, serving five Western Michigan and Northern Indiana cities, with a total buying income of more than one and a half billion dollars! WKZO-TVs coverage area embraces 133,122 sets, making this America's 23rd television mar- ket— ahead of such metropolitan cities as Seattle, Memphis or Miami! Better get the whole Fetzer story today! Write direct or ask your Avery-Knodel representative. sfc Cornelius Warmerdam of the San Francisco Olympic Club set this world's record on May 23, 1942. WKZO-TV feci in GRAND RAPIDS tt*>A ,N WESTERN MICHIGAN ^ 1N KALAMAZOO Ann vent COUNTY AMD NORTHERN INDIANA and GREATER AND KENT COUNTT WESTERN MICHIGAN (CBS) ALL THREE OWNED AND OPERATED BY FETZER BROADCASTING COMPANY Avery-Knodel, Inc., Exclusive National Representatives 16 JULY 1951 175 What can radio do to sell itself more effectively to ail vert isers? Douglas Ballin, Jr. Advertising Manager Whitehall Pharmacal Co. New York Mr. McAndrews The picked panel answers Mr. Ballin Organize — or- ganize — organ- ize! Stop trying to carry the whole load as in- dividuals and start sharing the hurden as an in- dustry. Support to the limit Broadcast Adver- tising Bureau for national promotion. Support to the limit the state association for regional promotion. Support to the limit the city or district association for local promotion. If there isn't such an as- sociation, start one. Every dime a broadcaster spends on concerted association sales activity, every hour he contributes to its work, carries double reward. First, his sta- tion benefits from the resultant sale of radio as a medium. Then his salesmen and his promotion staff are freed from much of the necessity of selling radio and can work on selling a specific sta- tion, time, and program. If they need ammunition to help sell the medium first, the association they support sup- plies it. In our area, broadcasters who have tried organized promotion, like it. Two years ago the Southern California Broadcasters Association had 34 mem- bers. Today it has 58, paying their dues, their special campaign assess- ments, and their levies of time for gen- eral meetings and committee activities uncomplainingly. The 250-watters in small markets work and pay side by side with metropolitan 50,000-watters. "Tough" advertisers of the old print- ed media school, who wouldn't even grant a time salesman an interview, have given audiences to sales commit- tees representing the entire industry. They have been impressed with the neutrality of research presentations on behalf of radio made up by the Asso- ciation, without so much as the name of a single station mentioned. They have been first puzzled, then gratified with the refreshing novelty of competi- tive station sales managers cooperating instead of attacking, working together to help the advertiser first test, then use radio profitably. And they have bought where they have never bought before. Other media long ago learned the value of joint promotion. It's radio's turn. Robert J. McAndrews Managing Director Southern California Broadcasters' Association H ollyivood Radio needs to regain confidence in itself. From order taking to selling is going JK_ to be a long, hard road for most of radio to follow. It will take some good, honest pricing, and a lot of hard work. In the honest thinking department. y " Mr. Wade radio's touch is no longer magic for the average advertiser — this touch has theoretically gone to television. Few radio people actually know how or why advertisers and their agencies are us- ing radio, even though they have used it steadily over many years. Presenta- tions of radio time for spot or network miss the point by a mile, and advertis- ers who do not turn to some other me- dia have to work out their own cam- paign and then buy it. Radio could well turn to its successful advertisers and find out why they are still there, and what it will require to keep them there. Honest pricing in radio will be of utmost importance in the future. Ra- dio must base its rates closer to its actual circulation than to its potential circulation on a given station. The plus audience in radio started to go before television entered the picture with the greatly increased number of stations, but radio did not advertise the fact that there are six or seven ra- dio stations in a city or area today where there were only three or four preceding 1945. Industry spokesmen who are speaking against rate reduc- tions outside of TV areas have ignored this factor as though it didn't exist, but it does, and the result finds the advertiser with less selling power via radio than he had before, at the same price, and despite the increase in radio homes. Television, of course, is pretty defi- nite in its contribution to radio's circu- lation loss, and as far as radio is con- cerned, a television home should be considered by radio in the same man- ner radio considers listening in auto- mobiles— a definite plus. To my mind, you can no longer count the TV homes as radio homes as well. If the thinking is right and the pric- ing is right, then radio can get down lo tlie hard task of setting its house 176 SPONSOR Mr. Bland in order. Radio needs a rate card that sticks. Advertisers and their agencies don't like deals. Deals are too much like quick sand and one never knows where the bottom is. It's too easy to look at other media where everybody keeps on the same basis. As an agen- cy, we think we understand radio and we still use it successfully for our cli- ents. Radio has been making it tough- er for us to do that for some time. We would welcome a change. Jeff Wade Partner Geoffrey Wade Advertising Chicago Now, t h a t's a good question. And the answer is very simple. All radio has to do is to help sell more of the ad- vertiser's prod- ucts. And keep on doing it. And prove it. That answer might sound like an over-simplification, and the way to accomplish it may be de- vious and difficult, but that's what it boils down to. Other media have had hard times in the past. Outdoor posting was cha- otic and very messy until it organized itself and began to prove its worth to advertisers with case histories that couldn't be ignored. Newspapers took a severe licking when every advertiser rushed to radio in the good old days, and bounced back to a level higher than they ever enjoyed in the past. Radio has a merchandising job to do, if it wants to restore its position. The advertising manager has no con- victions about one medium or another ■ — just so long as it sells his merchan- dise in the market. For years, maga- zines and newspapers have given strong point-of-sale merchandising support and steady direct mail sup- port to its clients, to insure that ad- vertising dollars multiplied into sales dollars. Yet radio is only now begin- ning to bestir itself in that direction, and has much to learn before it achieves the experience and success of its competition. There's nothing wrong with radio that good programing won't cure. My {Please turn to page 188) SPONSORS GET "PROMOTION flC&S" ON WDSU * Colorful Truck Posters Promote WDSU Programs Throughout New Orleans! Everyday— Railway Express trucks travel all over New Orleans, carrying WDSU's posters that spotlight top programs. These posters are seen— by the people who do the listening— and who then do the buying. Another powerful "Promotion Plus" for our sponsors. NO OTHER NEW ORLEANS STATION OFFERS SUCH CONTINUOUS "PROMOTION PLUS" TO SPONSORS! • Write, Wire or Phone Your JOHN BLAIR Man! 16 JULY 1951 177 when you * appoint a new rep * increase your power change networks tell the about it in SPONSOR * If e mean the advertising world, including timebuyers, account executives, radio/TV directors, advertising managers, medic, directors, presidents of agencies and sponsor firms. SPONSOR is their market place. The fuse] magazine of radio/TV 000 set-owners; at $2.00 per week that provides a formidable budget for buy- ing rights. Second, theatre-viewers and sub- scriber-viewers (principally the latter) will draw off part of the audience now tied up exclusively by commercially sponsored television. Partially offset- ting this loss in audience is the chance that subscriber TV will set off another wave of set buying, thereby increasing total audience for all programs. Third, subscriber television shapes up as a possible competitor for broad- cast time. Theatre TV operates on closed circuit (NBC handled the re- cent Louis-Savold bout as an aside to its regular network telecasts ) . there- fore doesn't infringe on any air-time which an advertiser could buy. Sub- scriber television, however, must either buy time on the established stations or build some of their own. Its unlikely that any of the subscriber systems would build a station just to put on 10 hours of entertainment a week, and the freeze situation makes station- building even more unlikely. Conclu- sion: subscriber TV will be in there scrambling for availabilities. Q. How soon will theatre TV be- gin to compete for entertainment and audience? A. It's already begun. Both the Louis- Savold fight and the LaMotta-Murphy battle were piped directly to TV- equipped theatres. The eight theatres hooked up for the first bout reached 22,000 customers, while the second was viewed by some 27,000 enthusiasts in 11 theatres with many more turned away. Promoters were happy, for the- atre TV had added $28,650 to the gross of $116,690 taken in the gate of the LaMotta-Murphy tilt. RCA is the principal supplier of tel- evision installations for theatres which, incidentally, cost at least $25,000 all told. The company, sponsor learned, recently booked orders for over 50 such units — which can project images picked up by wire or over the air. Half of these, or 25, were ordered by War- ner Theatres. One industry seer pre- dicts 100 TV-equipped movie houses by the end of 1951. Distributed among several cities, the combined patrons of even 100 theatres would mean a minor audience loss. But programwise, thea- tre television is an active competitor. Q. When will subscriber television get underway full-scale? A. Best-informed opinion — from di- rectors of subscriber TV themselves — is that at least six months and proba- bly closer to a year will go by before anything like a regular operation can gel going. Phonevision just recently wound-up a highly successful 90-day test in Chicago, while Subscriber-Vi- sion and Telemeter are planning tests for this summer and early fall. It looks like late fall will come be- fore the FCC will be able to hold hear- ings on the three systems. Prospect is for a drawn-out hearing at that, since the FCC will probably still have the TV allocation problem on its hands. Once a decision has been reached on the systems, it may well be another six months before sets can be wired for subscriber use. Look for subscriber TV to get underway commercially not earlier than next spring. Q. What are the differences be- tween the three systems of sub- scriber television presently being experimented with? FIRST in Georgia's third market Georgia's 3rd market it a buying market. 1950 retail tales exceeded $1)0 million. 1951 will be greater because of the new $600 million AEC Hydrogen Bomb Facilities Plant, the Clark's Hill Dam and Camp Gordon operating at full capacity. AUGUSTA FIRST (power) 5000 W WRDW's powerful 5kw sig- nal dominates the Augusta market, day and night We have figures to prove it. Or atk Headley-Reed for complete informaiion, IRST in selling i power FIRST Hooper-Wise According to the latest Hooper Survey (Dec. '50- Jan. '51), WRDW is First in the morn- ing with 34.9%; First in the afternoon with 36.5%; First at night with 37.3%. WRDW hat a 35.5% in total rated periodt. FIRST in the market (oldest station) CBS for Augusta, Ga. His Sponsors Alone Make a Sizable Audience Fulton Lewis, Jr. is sponsored locally on more than 340 Mutual stations by 572 advertisers. The roster of busi- nesses represented is too long to detail here, but this brief summary shows their scope: 93 automotive agencies 19 auto supply and repair companies 6 bakers 51 banks anil savings institutions 26 brewers and bottlers 58 building materials firms 29 coal, ice and oil companies 14 dairies 30 department stores 23 drug stores 16 food companies 43 furniture or appliance stores 17 hardware stores 14 jewelers 14 laundries 25 real estate and insurance agencies 94 miscellaneous His program is the original news co-op. It offers local advertisers network prestige, a ready-made and faithful audience, a nationally known commentator — all at local time cost with pro-rated talent cost. Since there are more than 500 MBS stations, there may be an opening in your locality. Check your Mutual outlet — or the Cooperative Program Department. Mutual Broadcasting System, 1440 Broadway, NYC 18 ( or Tribune Tower, Chicago. 11). A. Phonevision, the best-known sys- tem, is owned by Zenith Radio Corp. of Chicago. Its method is to send out over the air a garbled image of the telecast being sold. This garbled image makes no sense on the subscriber's screen unless he calls the telephone company, asks to receive the "un- scrambling" signal over his telephone wire. Through a connection between telephone and TV set, an operator sends through the unscrambling signal. At the same time, customer has a speci- fied charge added to his bill. Phonevision did nicely in its 90-day Chicago test. Take was $6,694.00 from 300 test families who paid "admission" to televised movies. One uncertainty remaining is the phone company's will- ingness to cooperate with Phonevision on a big scale. It would mean more equipment and servicing, adding a complete bookkeeping operation to an already over-loaded telephone system. Subscriber -Vision is a self-contained attachment to the TV set, designed by Skiatron Electronics & Television Corp. of New York. Here, too, a scrambled signal comes over the air. The unscrambling is done by inserting a perforated punch-card into the small decoder which has been hooked up to the TV set. These punch-cards (simi- lar to the IBM cards used in mecha- nized arithmetic) would be sold by mail from the company's office, might be broadly distributed through chain stores and newsstands. Each card would be good for a single performance, or could be used for a week's subscription depending on firm's policy. With F.C.C. approval, Subscriber- Vision will launch a test of its system over WOR-TV, New York in the mid- dle of September or beginning of Oc- tober. According to Skiatron's presi- dent, Arthur Levey, one or more col- lege football games will be broadcast this fall over the system. He's also planning to approach non-profit or- ganizations like the Red Cross and Cancer Fund on the possibility of rais- ing money for them via special charity performances. Levey sees rates even- tually falling to as little as 10 or 15 cents an hour when the subscribers total 500,000. Telemeter is the newest wrinkle in pay-as-you-go TV. Developed by a group of Hollywood film executives, it recently got backing from Paramount Pictures which bought a 50% interest. Telemeter works much like Subscriber- Vision, but uses a coin-box attachment 180 SPONSOR for unscrambling over-the-air images, rather than a punch card. Backers of the system consider the coin box a sig- nificant parallel to the theatre box of- fice, point out the savings in bookkeep- ing and labor. According to Paul Rai- bourne, president of International Tel- emeter Corp. and v.p. for TV of Para- mount Pictures, the coin box measures three inches by two inches by six inches and will cost $25 plus a $50 in- stallation cost. Tests this summer in the Los An- geles fringe area will answer such questions as whether all kinds of sets can use the Telemeter box and wheth- er reception will be affected bv them. TV and sports Q. Will sport events be televised this fall? A. From the advertiser's viewpoint, the situation regarding TV sports for fall has never looked worse. In no other branch of TV programing are there so many hurdles for a sponsor to clear, more cards stacked against him. The National Collegiate Athletic As- sociation has been the leader in the organized opposition against general telecasting of college sports this fall. The NCAA a few weeks ago slapped a moratorium on TV pickups of foot- ball games played by its member schools — which include the majority of the nation's top colleges and univer- sities. The University of Pennsylvania, seeking a show-down test case, has signified it will go its own merry way, and allow TVing of all its ball games. But, the NCAA is sticking to its guns, may stop other NCAA schools from playing football with Pennsylvania. The NCAA's stand: television pick- ups are proving so harmful to the foot- ball box office that they will permit the televising of only one game by any of its members during the season. Let's keep TV out this year and see what happens. They may make this decision stick. If you're shopping, or planning to shop, for TV sports this fall, you'll find the situation will be one of tough sled- ding, high costs, and much argument. Q. What is being done about the threats to sponsored TV sports? A. Probably not enough. There is 16 JULY 1951 V////y&\ An Amazing Vote of Confidence in WOW! • Here's the Story WOW's "Fourth Annual Farm Study Tour" was announced on June 1 on the "Farm Service Re- porter" Program, (6:30 to 7 a.m. weekdays).* Farm Director Mai Hansen simply said that the tour would be to the East Coast; would last 15 days, and would cost about $500.00 per person. On that information ALONE, within one week 125 farmers responded— WITH CASH! 206 others in the same period wrote for information and appli- cation blanks. Reservations made in one week represent a $72,- 500 vote of confidence in WOW's service to farmers. So large and instant a response PROVES that the great WOW-LAND farm market is solidly behind WOW — and WOW's farm listeners are today the WORLD'S FINEST CUSTOMERS for any goods or services. For availabilities call the nearest John Blair Office. *CO-SPONSORED BY: Garst & Thomas, Coon Rapids, Iowa, Pioneer Hybrid Corn; Handled by the Compton Agency; and the Walnut Grove Products Company of Atlantic, Iowa; Allen & Reynolds Agency. WOW's "Farm Service Reporter" observed its 5th Birth- day June 19th on the air. 5000 watts i A fv ^ma m m A X OMAHA, NEBRASKA FRANK P. FOGARTY, General Manager * JOHN BLAIR & COMPANY, Representativ '// 181 r 1 WWRL NEW YORK CITY'S Sales Specialist . . . Moves Merchandise FAST, because on WWRL your sales story "gets through" to: 1. Millions of Foreign- Language Listeners *2. America's No. 1 Negro Market "Pulse Report on request. Nothing matches WWRL's potent selling power of addressing foreign- language groups in their native tongues . . . each group is a big mar- ket, worth "going after" with a spe- cial campaign ... or, to add those extra, profitable sales to your over-all campaign in New York City. WWRL's Foreign-Language listeners are: Spanish Polish Syrian German Russian Lithuanian Czechoslovak French Ukrainian Hungarian Swiss Greek . . . And WWRL's 5,000 watt signal is beamed with specially designed and specially produced programs in all 11 languages over the entire New York City area. WWRL Sells America's No. 1 Negro Market Nobody, but . . . NOBODY matches WWRL's potent selling power of addressing New York City's Negro Market of 850,000 with "their own" favorite programs . . . they are loyal listeners to such WWRL shows as: Dr. Jive Show Morning Spirituals Sports Digest Songs by Billy Eckstine Spiritual Time Saturday Night Spirituals Cinderella Chas. Watkins Spirituals . . . specially produced with them in mind -SELLING YOUR PRODUCT DAY AND NIGHT. Only WWRL can so effectively sell these big markets in New York City. Don't just scratch the surface, but get your products really moving with WWRL's sure-fire penetration of these Foreign-Language and Negro Mar- kets. Check today and select WWRL availabilities that can sell for you. IN NEW YORK CITY AT 5,000 WATTS and 7600 KC. WWRL 1926- -1951 25th Anniversary Year some fighting going on against these pressures from outside the industry, but it's sporadic. This is how it has been shaping up: Spotisors — Not all schools and col- leges are involved, or intimidated, by pressure from the NCAA. Loyola Uni- versity in California, for instance, has signed up with the Chevrolet dealer group in Los Angeles for a season of six grid contests. Reported price is a $200,000 guarantee by the Chevrolet group against any box office losses, plus time charges on KNBH and costs of the camera pickup. In New York, a businessmen's group has set up the "Fair TV Practices Com- mittee," and now intend to petition the FCC for a license suspension for any broadcaster (network or station) who starts playing footsie with theatre TV. Sports sponsors represented by N. W. Ayer (Atlantic Refining, Webster Ci- gars) have been putting pressure on sports promoters through the agency, and have been trying to work out com- promise proposals. Research — To hit back at claims that TV is murdering the sports b.o., telecasters and advertisers have been doing some researching of the situa- tion. A recent example is the survey made by WPIX, New York, and re- ported on in the 21 May issue of SPON- SOR. This survey showed that sports attendance at Madison Square Garden was definitely stimulated — in the long run — by television. About eight out of 10 of the New York viewers quizzed said they had seen a new sport for the first time on TV. Of these, 37% had actually gone to see the sport in action. When faced with these figures, Madi- son Square Garden's Ned Irish told SPONSOR: "The actual televising of the events was not nearly as damaging as the great improvement in the overall quality of TV entertainment this past winter." Other surveys ( those made by Jerry Jordan, and Woodbury College) show the same thing over and over again. TV makes more viewers sports con- scious. Cutting TV costs Q. What can the advertiser and agency do to keep the cost of live television programs down? A. There are certain costs over which a sponsor has little or no control. These include station or network charges for studio rental during re- hearsals, cost of physical labor put in on the show's sets by station techni- cians, wages of both acting and non- acting program talent ( whose mini- mum salaries are fixed almost entire- ly by union agreement). It might seem from this that there isn't much chance for economy. But there is economizing going on all the time, among imaginative writers, di- rectors, and producers who've acquired NEW S— f'om BINGHAMTON, N>. ABC WENE BINGHAMTON, N.Y. MARKET NOW 5000 WATTS CALL RADIO REPRESENTATIVES, INC. 182 SPONSOR cost-consciousness. This bears repeat- ing: the original script and its pre-pro- duction planning is the place to save most mone\ . Keeping the cast small is an obvious, though not always de- sirable, first step. Settings, props, and visual/sound ef- fects are the best places to look for unnecessary expense. Even before it's finalized in the working script, every setting, prop, and effect should be painstakingly examined. Is it abso- lutely necessary for an authentic per- formance— or could some less expen- sive substitute be found? Ingenuity is the answer. To help expense-burdened sponsors, several products of TV ingenuity have come along in the past year; undoubt- edly more will be found as experience piles up. One of these is the Tele- Prompter first tried out on the mara- thon TV ''soap opera," The First Hun- dred Years. Actors, pressed for re- hearsal time, can read their lines from the large "running" script turned on rollers off-stage — much like the music roll in a player piano. A more recent aid is Telemension, which virtually eliminates sets and makes striking illusions possible. Tele- mension projects pictures of whole sets "around" an actor, turning a bare stage into a three-dimensional appear- ing scene. It can even appear to put an actor right into a scene which has been previously filmed without him. For example, the live actor stands in the middle of a studio and is apparent- ly run over by a car — except that the car is entirely on film! The possibili- ties of this device are only now being explored. New and dramatic inventions like Tele-Prompter and Telemension should not blind an advertiser to the value of using older, but equal!) effective. TV techniques. Rear projection of scenes on a translucent screen serving as background remains highly effective. Super-imposition of one camera image on another is another standard gim- mick. All the illusions in a magicians bag of tricks can be used in TV to heighten effect and lower cost: mir- rors, "invisible" threads to move ob- jects, special lighting, to mention the principal ones. Q. What cost-cutting methods can be used to reduce the price of TV film commercials? A. As in live television, pre-prodm - tion planning is the most important single factor. This should include some very heavy thinking about the type of film technique! si to be used. "Live- action" film with sound added later is the cheapest, averaging about $1,500 for a one-minute commercial. By con- trast, full animation runs to $3,000 or more for a minute: while stop-motion I where real objects appear to move by themselves ) costs the most at $4-6.000 for a single one-minute commercial. Once the type or combination of techniques is carefully decided on. from a sales-effectiveness angle, every last detail of the commercial should be thoroughly thrashed out and set down on paper. Where there's any question of technical problems the producer should be asked to sit in and give his advice. The more a producer knows about his client's purpose and concept of the commercial the better job he can do. And when every detail is worked out beforehand, there's much less chance of later hassles between ad- Not the biggest station, but the BIG BUY in cost per thousand homes reached in Knoxville's 4*gold- en circle" . . . the industrial metropolitan area of 335,000 people. Cover this compact market with WBIR AM and FM, both for the price of one. A* F* The Boiling Company PROMOTION BONUS FOR SPONSORS... FOUR EXTR SHOTS FOR EXTRA SALES! CAR CARDS with sponsor credit appear throughout the year and cover the entire city. 24-SHEET BILLBOARDS blanket the complete Philadelphia Market area, promoting WIBG programs. WINDOW DISPLAYS of sponsor's products face directly on Walnut S t r e e t — d owntown — the only such display on this busy thorofare. DIRECT MAIL goes out regularly to selected dealer lists. Hard-hit- ting broadsides pro- mote sponsor's cam- paign and urge store cooperation. 10,000 Watts Philadelphia's Most Powerful Independent REPRESENTED BY Radio Representatives Inc. TWO TOP CBS STATIONS TWO BIG SOUTHWEST MARKETS ONE LOW COMBINATION RATE rKWFf WICHITA FALLS, TEX. 620 KC 5,000 WATTS KLYN AMARILLO, TEX. 940 KC 1,000 WATTS When you're making out that sched- ule for the Southwest don't over- look this sales-winning pair of CBS stations. For availabilities and rates, write, phone or wire our representatives. National Representative* JOHN BLAIR & CO. vertiser and film producer. It's obvi- ously less expensive to change or dis- card a scene which has never been shot, than to scrap one after sets, ac- tors, cameramen, props, and all the ac- cessories have been paid for. Here are some more general, and very pertinent, ways to keep down the cost of a film commercial: 1. Try to schedule a whole set of two, and preferably more, all at the same time. They're cheaper to make and individual cost is less than when a commercial is made individually. 2. Frills are nice looking, but should be avoided if not absolutely necessary for "sell." These include special opti cal effects (which have to be farmed out to a specialist and cost consider- able time and money), write-ons, pop- ons, fancy title work. Find out before- hand how much it will cost and how much extra time must be allowed, if any. 3. Have an agency representative either on the set at all times or at least easily available to the producer. He often needs to ask minor, but never- theless important, questions on details as the commercial progresses. A pro- ducer feels better when he can put the burdens of decision on the agency- man's shoulder — presumably the agen- cy knows its client's needs better than the producer. 4. Once the basic plan for the com- mercial has been decided on, stick to it. No single commercial can ever put over everything an advertiser would like to say about his product. And there are a thousand ways to say them. But a well-thought-out commercial, carefully produced will do a good job; much better than a commercial that seems to be a hybrid compromise be- tween three different ideas advanced by three people. This goes too for over-attention to detail. Changing an innocuous little detail after all the film- ing is done has cost hundreds of dol- lars. Be reasonable. Mail order and I*. I. Q. Is mail order advertising com- mon on radio and TV today? A. On radio, mail order continues to be an important type of advertising. Stations with good listener-reputations, like WCKY, Cincinnati, WWVA, Wheeling, and others who've built a name for honest offers, continue to do well. The story is different on television. Shysters and fly-by-nights who moved in on TV and sold viewers millions of substandard items have killed TV mail order. They've given this potential ad- vertising bonanza a black eye that will probably take years to heal. As usual, everyone in this end of TV advertising has been tarred with the same brush and the legitimate advertiser put out of business along with the fly-by-night. Just one indication of how low the TV mail order ebb: New York's Har- old Kaye, last year a top mail-order advertiser via TV, has moved into pro- gram packaging and ad agency ac- tivity. Q. What is the trend in per-in- quiry deals? A. There have been determined efforts to discourage per-inquiry, mainly by . in Rochester it's WVET WVET has more local accounts than any other Rochester station. (Many sponsors spend ALL their advertising budget with WVET!) WVET has more programs that will win and hold Summertime listeners ... at or away from home! WVET offers YOUR clients BET- TER results per dollar invested. 5000 WATTS CM^T DAU IN ROCHESTER. N. Y Represented Nationally by THE BOLLING COMPANY 184 SPONSOR station representatives. In most cases, they feel, P.I. is simply a subterfuge to get on the air at a cheaper rate than a stations rate card permits. It shows a lack of confidence in the stations ability to pull business and undermines the entire rate structure. Recently The Katz Agency published a comprehensive memorandum on the whole mail order subject. Point num- ber one: No. P.I. deals accepted — or submitted. Robert Meeker Associates agree: "We do not accept any P.I. or- ders and place only legitimate mail- order accounts that have established credit ratings and good acceptance on mail-order stations." Many other reps are similarly opposed to P.I. business. One station, WAJR, Morgantown, W. Ya„ sends this post card to enquir- ers about per-inquiry advertising: "Re your inquiry, our Standard Contract guarantees you as low a rate as any other advertiser. If your prod- uct is dependable and priced right, your cost on a per-inquiry basis will be MORE than card rate." Station then points out that its listeners trust it; invites the enquirer to place a four week order at card rate. Merchandising Q. What are the prospects for merchandising help from radio and TV networks? A. Network advertisers, both AM and TV, will continue to get very little di- rect merchandising aid from the nets. Reason for this is that merchandising is a local proposition which can be handled best by local stations. The networks (especially radio) do, how- ever, provide aids to their stations, en- courage merchandising support at the local level. CBS. for example, puts out a regular merchandising promotion sheet for those stations which subscribe and also gives monthly prizes for the best store displays of an advertiser's product. Radio network efforts will ex- pand in the fall; could be a strong talk- ing point in boosting time sales. Q. How about merchandising aid for advertisers on National Spot radio and TV? A. TV stations, except where they share a common merchandising depart- ment with a companion radio station, are not likely to do any more merchan- dising than they do now. Many TV stations, those in Los Angeles particu- larly, are heavily involved, especially for certain participation shows. In general, competition spurs more mer- chandising aid. On spot radio, national advertisers have shown an increasing interest in the merchandising help they can ex- pect from local stations. And, faced with a harder selling job, AM stations are getting more active merchandise- wise — some for the first time. To the ranks of traditionally strong merchandising stations like WLW, Cincinnati; WWL, New Orleans; WING, Dayton; WIBW, Topeka; KFI. Los Angeles; KSTP, St. Paul; and oth- ers have been added such stations as WNBC, New York; WLS, Chicago, and KSL, Salt Lake City. KSL has always given merchandising support, but stepped it up heavily at the beginning of this year. WNBC, for example, has its "Oper- ation Chain-lightning" by which 632 stores of the Bohack, Ralston, Grand Union, Food Fair, King Supermarket, and Shopwell chains in metropolitan New York cooperate with WNBC ad- vertisers. Advertisers who buy a 26- week contract on NBC's flagship sta- tion get at least a week, and often two weeks in a preferred store position. Executives of the six chains pass on orders about which product is to get preferred position, thereby eliminating any hassles between station and gro- cery store employees. In return, WNBC promotes new-store openings on the air and by loaning talent. WLS' summer merchandising plan involves over 2,000 chain stores; has already brought the Prairie Farmer station many new national accounts. Unions Q. Is anything happening on the TV union front that will affect ad- vertisers? A. Yes, but it's not wages this time. Television Authority's two-year con- tract doesn't expire until December 1952; but a new one can be negotiated EH Consolidated Ratings Show CKNW 333'% ahead of second station "X"! 'Canada's TOP DOG on the Pacific Coast" April 1st, 1951 POPULATION RADIO HOMES RATINGS Vancouver City New Westminster Area 398,000 117,110 CKNW "X" 6.6 88,000 344,000 24,000 CKNW 168 "X" 2.4 100-Mile Radius 1 1 3,700 CKNW 99 "X" 6.9 Consolidated TOTALS 830,000 254,810 CKNVV6-i (Ratings are averaged for all periods, night and day, for the entire week, using the latest reports of Elliott-Haynes Ltd., for New Westminster, Vancouver and the 1 00-mile radius.) 16 JULY 1951 185 THEY'RE FROM MILWAUKEE and THEY OUGHT TO KNOW... Renewed Six One- Half Hours Weekly for Another Year with Ernie "The Whip" . . . Another Proof that WMRY Sells Goods in IS eiv Orleans'' Vast Negro Market. NEW ORLEANS, LA. 600 KC John E. Pearson, Nat'l Rep. DOG TIRED? - ^v- DOC DAYS ARE NO DAYS FOR A TIME-BUYER There's absolutely no point in running yourself dizzy looking for the hot radio buy in one of the nation's largest markets. Any time of the year, -dog days, holidays and even Mon- days— sponsors confirm that radio is your best advertising buy. And in Los Angeles, KFVI) consistently offers greater return per dollar spent. No test or campaign in the four million plus Southern California market can nsidered complete without- - 5000 WATTS KFVD 1020 KC THE CENTER OF YOUR RADIO DIAL if the cost of living rises by 10' < in a fiscal year. It hasn't done that yet. There may be problems in jurisdic- tional battles which are being fought. These can lead to jurisdictional strikes which hold up production on TV shows, frequently run up costs, and upset schedules. A minor skirmish is going on be- tween the Television Authority and the Screen Actors Guild. TVA claims it should represent all actors involved in TV — both live and on film. Screen Ac- tors Guild, on the other hand, now rep- resents all organized motion picture ac- tors, sees no reason to make an excep- tion in the case of actors making films for television. To settle this squabble. NLRB has been holding elections at the principal producers of TV films. So far the victory has gone to Screen Actors Guild. Elections at Apex Films. Bing Crosby Enterprises, Cisco Kid Pictures, Hal Roach Studios, Jerry Fairbanks Pictures, and Flying A Pic- tures showed SAG out in front by a count of 439 to 48. A much more violent contest is on between the National Association of Broadcast Engineers & Technicians and the International Brotherhood of Elec- trical Workers. NABET, once independent, is now affiliated with the CIO, has contracts covering engineers and technicians at both ABC and NBC. The rival union, IBEW, is an AFL affiliate whose con- tract with CBS just recently expired. Following the expiration of the CBS contract with IBEW, NABET filed with the National Labor Relations Board, asked to represent the CBS engineers and technicians. To further complicate the jurisdic- tional dispute between the AFL and CIO unions, the International Associa- tion of Theatre & Stage Employees — which represents all DuMont workers — is keeping an eye on the proceedings. IATSE claims the right to represent certain specialized technicians such as film editors and rear projectionists. Results of the NLRB hearings and any elections which may be held will set the framework for future moves. Chances are that NABET. if rebuffed in its attempt to take CBS engineers and technicians away from IBEW, will lie low, at least for a while. Success lor the CIO union would probably mean further jurisdictional battles with other non-NABET stations, like New York's WOR. Although these struggles between unions don't directly affect advertisers, the repercussions of a stiff jurisdiction- al battle can often cause unpleasant side results. Q. What about the question of subversives in broadcasting — is there anything you as a sponsor should do about it? A. The problem of what, if anything, to do about Communists in radio and TV constitutes a ticklish proposition. On the one hand is an advertiser's de- sire to avoid unfavorable public reac- tion to his product or company through accusation of hiring a known subver- sive. On the other hand is a desire to make sure a person is actually subver- sive before depriving him of a living and a reputation. Unions have found themselves right in the middle of the subversive prob- lem. The American Federation of Ra- dio Artists, for example, took the in- itiative in proposing a system which would permit actors a chance to answer public charges against them. Since this machinery was set up, Television Au- thority has joined the "Industry-wide Conference" which includes the ANA WTAL 5,000 Watts Full Time II John H. Phipps, Owner L. Herschel Graves, Gen'l Mgr; FLORIDA CROUP Columbia Broadcasting System National Representative JOHN BLAIR AND COMPANY Southeastern Representative HARRY E. CUMMINGS 186 SPONSOR and the four A's. It works like this. A sponsor who has indications that one of his actors is or was subversive can ask the presi- dent of the 4's for a statement by the individual involved. If one is on file, the four A's president forwards it to the advertiser. If none is on file, the actor involved is invited, through his union, to submit one. The advertiser then makes up his mind after reading the actors statement. Actually this arrangement is not ideal, although it is at least a logical step. Other unions are welcome to join the Conference if they desire. One union which does not intend to join the Conference has just launched its own move to protect its members. The Radio Writer's Guild of the Au- thor's League of America has asked the Federal Communications Commis- sion to hold a hearing on whether cer- tain networks have established a black- list of alleged subversives. The RWG thinks that such blacklists exist and wants the matter brought out into the open. If such a situation were proved. RWG would ask the FCC to end the practice by exercising its license re- newal rights. New broadcast codes and censorship Q. Is government censorship of radio and TV an increasing possi- bility? A. Probabl) not. Some extremists (a handful of educators, publications, etc. I have asked for it from time to time, but it's not likely to happen, un- less the industry can't handle its own problems. But radio-TV broadcasters are tak- ing no chances. In Washington recent- ly, at an NARTB huddle of 103 tele- casters, FCC Chairman Wayne Coy and Senator Edwin C. Johnson gave a "soft'" warning. Coy told the group that he had been getting complaints from viewers at the rate of some 13 a day on the average. These complaints had stressed "alcoholic advertising," "indecency, obscenity or profanity," and '"misleading advertising." Senator Johnson, who once proposed licensing movie stars (at the time of the Bergman-Rossellini headlines), ad- mitted that "I like television" . . . but warned the broadcasters against "pro- gram excesses." NARTB president Harold Fellows has started the machinery rolling to form a committee to look into the mat- ter. This group will make "an imme- diate and thorough investigation of all the aspects of promulgating standards for TV ... in consultation with rep- resentatives of government, public, civ- ic and other special groups." By fall, the NARTB will begin draft- ing a new proposed code of industry practices for TV, and probably for ra- dio. If stations and networks go along with it. you'll have to be that much more careful about the "good taste" of your radio and TV shows. But ... it wont be government cen- sorship. It will be self-regulation. Q. What changes will be made by the new NBC Radio and Television Broadcast Standards? A. Without waiting for an over-all in- dustry code to be drawn up, NBC has come out with a new 39-page booklet of radio-TV broadcast standards. Jo- seph H. McConnell. president of NBC, stated: "This is not a negative code, nor are the rules restrictive. Our NBC code of standards provides a set of practical programing guideposts which will make it possible to improve both 'Radio's finest IN TRANSCRIBED SHOWS THIS IS THE STORY 260 — 15 minute episodes Sinclair Refining Co. — 68 markets! Westinghouse Electric — 18 Canada Markets! Borden Co., dept. stores, banks, in- surance companies, auto dealers, beer — all products SO THE STORY GOES 260 — 15 minute episodes Dept. stores, banks, insurance com- panies, beer, etc. — all products THE WESTERNERS— starring Curt Massey 156 — 15 minute episodes Coffee, flour, beer, dept. stores, etc. — repeats through 1,400th succes- sive broadcast! JOE EMERSON'S HYMN TIME 156 — 15 minute episodes Flour, coffee, undertakers, etc. THE HOMETOWNERS 156 — 15 minute episodes Appliances, dept. stores, paints, tractors — all products Also — Newest TV Hit! WHAT'S WRONG WITH THIS PICTURE? 15 minute TV Quizzer Prizes — Jackpot! 5-a-week frequency (^Morton RADIO PRODUCTIONS 360 N. Michigan Avenue Chicago 1, Illinois Central 6-4144 16 JULY 1951 187 IS YOUR SLIP SHOWING? There are 700,000 men, women and children within normal hearing distance of our transmitter. Do you have something to tell them? If your competitor is getting business that you should have — then you have slipped and YOUR SUP IS SHOWING! 8ISCAYNC BROADCASTING CO, INC. MIAMI BEACH, FLORIDA 1000 watts at 800 our programs and their advertising mr»at so the L951 "T\ Dictionarj Handbook for Sponsors." It is actually an easy- to-read text book on the television art. Rather than using it to look up an occasional word, advertisers will read through its entire contents for an over-all look at the intricacies of the medium; agency men who are charged with production responsibilities will find its handbook material an invaluable technical aid; account executives will pass on the "Dictionary/Handbook" to clients who express curiosity about television. The dictionary is so extensive that, though originally planned to appear in sponsor in four installments, a fifth installment will be necessary to complete the entire dic- tionary. (The complete dictionary will be published soon in book form: date to be announced.) As an example of the valuable handbook data includ- ed in the dictionary, glance at the lens information start- ing at the bottom of this page. All principal lenses used in TV are described in technical detail. Lights, too, (see next page I get detailed description. Detail with which the dictionary takes up TV technique and technology is all the more remarkable when you consider that its author. Herbert True, worked on the dictionary while carrying on full-time activities as a radio- TV writer and producer with Gardner Advertising Com- pany, St. Louis. ( For biographical details about True himself, see box opposite page. I • The complete "TV Dictionary/Handbook for Spon- sors" will be available to subscribers on request. Price to others: $2.00. Bulk rates furnished on request. I Continued | LEGS, RIGHT or LEFT Curtain verti- cals, either stretched or on travelers, or supporting part of the permanent curtain border. LENS LOUSES People who wave when TV camera pans audience. LENS TURRET Revolving device on TV camera carrying two or more lenses, any one of which can quickly be turned into position for shooting. LENSES 35mm. i wide angle Speed: f3.3. Total angle of view in horizontal: 51.5". At 4 feet actual distance from object takes picture equal to being 3'o actual feet from object. 50mm. Speed: f 1.9. Total angle of view in horizontal field: 34 c. At 4 feet actual distance from object takes picture equal to being 2l2 actual feet from object. 50mm. gives you large depth of focus dollying in and out, little distortion, less difficulty to follow focus. 90mm. <2\'2 inch) Speed: f3.5. Total angle of view in horizontal field: 19 . At 4 feet from object gives picture equal to being 1% actual feet from ob- ject. 7 35mm. (5'2 inch) Speed f3.8. Total angle of view in horizontal field: 13 . At 4 actual feet from object gives pic- ture equal to being 11 actual inches from object. 8V2 inch 1 215mm. I Speed: f3.9. To- tal angle of view in horizontal field: 8 ". 73 inch (telephoto* Speed: f3.5. To- tal angle of view in horizontal field: 5°. At 100 actual feet from object gives close-up. 75 inch (telephoto) Speed: f5.0. To- tal angle of view in horizontal field: 4.5°. 17 inch (telephoto) Speed: f5.0. To- tal angle of view in horizontal field: 4°. 25 inch (telephoto) Speed: f5.0. To- tal angle of view in horizontal field: 2.75°. 190 SPONSOR loomar Lens Focal lengths: 5 to 22 inches. Speed: f5.6 to f22. For use in quick and continuous variation of fo- cal length from extreme long to very close shots and vice versa. Gives ef- fect of camera "zooming" in on sub- ject without moving camera or chang- ing lens. Used outdoors and to great advantage on such shows as Kukla, Fran & Ollie. Balowstar Lens Focal length: 7 inches. Speed: f 1.3. Total angle of view in horizontal field: 10.5 . Extremely fast lens used where light- ing is unfavorable or of mixed color. Sometimes at boxing and wrestling matches. Reflector Lens Focal length: 40 inches. (Actual length: 16 inches.* Speed (var- iable* : f8 to f22. Total angle of view in horizontal field: 1.9 . Extra long telephoto focal length built into short, compact mounting to avoid interfering with other lenses on tur- ret. Electra-Zoom One of the latest types of automatic focus Zoomar lenses that is particularly adapted to studio use. Note: Vertical angle of view will be only three quarters of the horizontal angles given above because the aspect ratio of the television camera is three by four. For example: an 8 '2-inch lens which has a horizontal field angle of eight degrees will have a vertical angle of only six degrees. An easy way to remember lens sizes and compari- sons is by the fact that the larger the lens is in size or number, the closer and tighter the shot. LEVEL, VOICE LEVEL Test of mike po- sition in picking up talents' voice for best qualities in relation to camera placement, picture, etc. LEVITATION Flying a prop or actor. LIBRARY SHOT (1) Film shots used in a show but not recorded especially for it. (2) Shot taken from a library or store of shots kept in the hope that they may at some time be useful. LICK An ad lib musical phrase usu- ally not in the score. LIGHTS Definitions below provide a glossary of lights used comomnly in television. Fill, Flat or Balancing Light Used to provide general over-all light and in particular to control contrast by soft- ening shadows which are too harsh, or bringing up illumination on back- ground objects so that principal fea- tures do not stand out as much. Modeling Light Used to bring out some special feature of the subject which is not properly accented by remainder of lighting. It need not be a very strong light, but is usually fairly sharply fo- cused to ensure that only area desired is illuminated. Similar to hot light as opposed to flat lighting. Key Light Used to point up the high- lights of the subject, talent, or main feature of shot. Usually placed higher than camera to give better differentia- Herbert True To write the 1951 TV Diction- Wk ary, Herb True toiled weekends, nights, holidays for nine months. During the day he used rather j^NCk. M than wrote about TV's language. E#^ r^i P working at the Gardner Adver- A. ■ tising Co., St. Louis, as a radio- TV writer-producer. Now 27, A jmr X ■ True was a partner in his own ^L 7 ^ agency at 23; worked as an an- nouncer for WKY, Oklahoma City and WIN AD, Norman. Ok- lahoma, during the years '44-'46. tion between upper lip and nose shad- ows. Lens may be determined by the requirements of the key light because it's key light which illuminates the fo- cus of interest for scene or set. Rimming or Outline Light Used behind main talent or subjects to provide means of separating them from back- ground. If two colors are similar and there is strong risk of their failing to separate, this light is established at a very high intensity from above and behind so that the edges of all objects it is desired to emphasize are rimmed in light. Hands, for example, sparkle due to light from behind being picked up and reflected by tiny hairs as well as refraction due to skin surface chan- neling light rays to front. This type of light is almost always necessary un- less the background is of definite pat- tern which contrasts with subject matter. Kicker or Booster Small light used as rear crosslight which may shine up- wards or downwards depending on the effect required. Used extensively on Paul Whiteman. and Wayne King shows. Obe Liaht Also known as obie, bloop- er, or eye light. A small spot usually mounted on camera which adds little to over-all light, but brightens the eyes, face, etc. and causes eyes to glint and show with a brightness which is never obtained with the lighting nor- mally used. Good for facial expres- sions when set with controlled rheo- stat. Broad or Broadside < 1 > Floodlight used to illuminate whole set. (2) A floor stand type light with wide angle used for general fill. Backlighting Lighting, usually a scoop, directed on the subject from a point behind, the front being regarded as the side facing the camera. Back light- ing and key lighting should be same distance apart and same wattage, usu- ally 1.000 KW. Spotlights Baby . . % KW intensity (formerly '2KWi Junior . 2 KW intensity Senior . 5 KW intensity Right Angle Lighting Pattern Basic start for most lighting set ups. O (Back Light) X (Subject) (Key Light) (Camera) X O (Fill Light) LIGHT AND SHADE Variations from calmness to tenseness, softness to shouting, which keep a TV production or musical numbers from being mo- notonous. LIGHT BRIDGE Control board from which the ceiling and floor lights are remotely controlled and operated. LIGHT FLARE White spot in TV pic- ture caused by improperly used or badly located floor or spot light. LIGHT LSVEL Ambient or general in- tensity of illumination on a subject or scene measured in foot-candles. LIGHT METER Meter used to (1) mea- sure in foot candles amount of light on the set: (2) indicate the amount of reflected light from actors and props. LIGHT SCRIPT Chart used by the lighting technician to record position and intensity of the lights to be used in a given TV scene or show. LIMBO Any area, not within the set area, used for cover shots, super-im- positions, montage effects, flip cards and similar devices. LINE A single scanning line across the picture containing highlights, shadows and halftones. 525-line definition is the U. S. standard for television. 16 JULY 1951 191 J I LINE OF SIGHT A straight, unob- structed path between two points. LINEARITY Uniformity of distribution of a regular picture or pattern on a TV picture tube. LIP SYNC or LIP SYNCHRONIZATION Direct recording of sound from scene that is being filmed. This term usually pertains to film commercials where you can see actors and their lips moving. LIVE "On-the-spot" televising of events and/or people in contrast to transmission of film or kinescope ma- terial. LIVE CAMPAIGN A series of shows or announcements by living performers as contrasted to film or recordings. LIVE MIKE, HOT MIKE A microphone that is on and transmits everything you say. LIVE TITLES Titling material which is televised directly by studio camera rather than supplied from slides or film. LOADED (1) A show or script having an overwhelming amount of hard work. (2) A script containing (a) excessive camera shots; (b) action; difficult sound or music cues. LOCAL Show originating in local sta- tion or in the town in which the sta- tion is located, as contrasted to a net- work program. LOCATION Any location outside of TV studio where you are televising or filming action. LOCK JAW <1> A tired, uninspiring, # lifeless singer. (2) Talent who speaks with little or no facial expression. LOG A record kept by stations and networks of every minute of telecast- ing, including errors. It is required by FCC. LONG HAIR A term often applied to (a) serious music; To play a few bars of background music usually behind titles known as noodling. (2) Tuning up of musical instruments, practice runs, etc. NUT Usually the complete cost of pro- ducing a television or radio show. 0 OFF CAMERA or OFF MIKE Position of a performer is a little too far from camera or mike. OFF SCREEN or VOICE OVER NARRA- TION Any narration that is not lip sync. OFF SCREEN SOUND Non-synchro- nized sound that originates in limbo. May be heard without seeing corre- sponding picture. OFFSIDE Off-color skit, action or com- edy line. Poor taste. A "blue gag." Tabu. OFF-THE-CUFF Also called ad lib or vaudeville. Phrase used in connection with productions which are televised without script or preliminary camera preparation or rehearsal where the producer calls for camera switches and takes as action occurs. Most on-the- scene events and many small station studio shows are produced off-the-cuff. O. HENRY The tag line or climax speech of a dramatic sequence consist- ing of a surprise or twist ending. OLD COW HAND Experienced person- nel or staff member called upon to es- cort important guests, clients, etc. about the studios. OLEO Any roll curtain or backdrop. ON CAMERA Talent or object is on the air . . . being televised . . . either or both sight and sound-wise. ON THE AIR telecasting. Program in process of ON THE BEACH Not employed or work - icadily at the moment. ON THE BOARD The engineer or per- sonnel on the control board or assigned to control room at that time. ON THE HEAD Show which starts ex- actly on scheduled time. ON THE LINE Meaning acceptable pic- ture is leaving here on way to the transmitter for telecasting. ON THE LOG Has been entered in the studio record or log required by FCC. ON THE NOSE or ON THE BUTTON Term denoting perfection in timing, focus, etc. ONE AND ONE Instructions to an or- chestra to play one verse and one chorus of a musical number. ONE AND TWO Instructions to orches- tra or soloists to play or sing one verse and two choruses of a number. ONE-SHOT il) Picture of single sub- ject, person or object, filling picture screen. <2) A script complete in one installment. < 3 > A single show not part of a regularly telecast series, as The March of Dimes, Red Cross, National Safety Week, etc. OPAQUE A complete slide as distin- guished from a transparency. OPEN COLD To open a show without ( a) theme: ib> musical introduction: rehearsal. OPEN END A TV kine, film, or show that leaves the commercial spots blank for them to be filled in at the point of broadcast. OPEN LEFT or RIGHT Command to place subject to extreme left or right of planned picture or camera pickup. OPTICAL A trick effect done mechani- cally, permitting the combining of two or more pictures or film frames in one, creating wipes, montages, dissolves, some fades and other effects. OPTICAL PRINTER (1) Device for en- abling images from one film to be photographed on to another film by means of a lens. (2) Used in making reduction prints and for special effects and trick work. OPTICAL LENS Lens focusing image of scene to be televised on the light-sensi- tive plate of camera tube. OPTICAL VIEW FINDER Device on TV camera used by cameraman to accu- rately frame and focus scene or object to be televised. ORIGINATE (1) To issue a show from a particular location. (2) To have been the first to conceive and record a basic TV idea, plan, or technique. ORTHICON Very light-sensitive RCA camera tube used in field cameras for most outdoor pickups. OSCILLOSCOPE Electronic tube for viewing the picture output of a camera chain. Usually used to evaluate and control shading operators. OUT IN THE ALLEY Obstructed or out of the range of the camera or mike. OUT OF SYNC (1) When the TV image on a receiver screen is seen to roll ver- tically or horizontally. It is usually the result of the receiver circuits being out of synchronization with the trans- mitted signal. (2) When sound and ac- tion are not reproducing correctly or in synchronization. OUTLINE Also synopsis or sometimes scenario. The first briefly written ac- count of a show or film in general terms. The writer need not be a TV expert. OVERBOARD 1 1 1 Too much of any- thing. (2) TV show which exceeds its allotted time. < 3 > An excessive or over- acted characterization. <4> Overcut, over-portrayed, or, in music, over in- tensified. OVERLAP Also known as dissolve or optical. Trick shot in which view from camera is combined with another. P.A. Public Address. Loudspeaker wire system used in TV studios, usually for directions to people who are not wear- ing cans < earphones > . PACE Rate of over-all show, music, skits, or delivery of lines. A variation of pace is used to express a variation of thought. PACKAGE A special show or series of shows bought by an advertiser (usually for a lump sum • . which includes all components ready to telecast. PAD To add action, sound, any ma- terial to fill the required on-the-air time. PAN or PANNING Gradual swinging of camera to right or left across a scene to see segments of the scene as camera moves. PANEL Master TV or radio control board. Usually in master control room. PAPIER-MACHE Substance made by combining paper, glue and water, and usually cooked. From it are molded, usually over a wooden or wire-netting base, three-dimensional, irregular shapes such as statues, friezes, rocks, plaster decorations, or wood carving effects used in TV sets, etc. 194 SPONSOR PARABOLA or DISH PAN (1) Special direction microphone mounting, usu- ally circular in shape used to pick up crowd noise, band music, etc. <2) Cir- cular object used in picking up or throwing out TV microwave. PARALLEL Base of a platform which is hinged so that it folds together for easier striking and storage when the flat top of the platform is removed. PARALLEL DEVELOPMENT Device of narrative construction in which the de- velopment of two pieces of action are represented simultaneously by showing first a fragment of one, then a frag- ment of the other, and so on alternate- ly. Frequently used in Martin Kane and Famous Jury Trials. PARTICIPATING PROGRAM A single TV show sponsored by more than one advertiser. PATCH IN To tie together electrically, camera chain, mikes, lights, etc. to form a circuit. PAY OFF or PAY OFFS (1) Solution to plot of a drama. (2) Tag line of comedy gag. <3> Final music selection to con- clude scene or act. PEAKS High points in the technical variation of visual or audio portion of TV show which may or may not be ad- justed in the control room before transmission. PEDAL PUSHER The organist who plays background or incidental music. PEDESTAL ( 1 ) Least expensive type of camera mount or dolly in general use at most stations. Does not have boom arm. <2i Indication of picture voltage on "C.R.O." < oscilloscope) associated with each TV camera chain. PENCIL TEST Photographing or film- ing rough drawings in animation to check the smoothness of the move- ment. PERSPECTIVE (1) Audio: Relation of volume of speech-sound to the size of a speaker in TV picture. (2) Video: The depth of the image. PESTS Unwanted TV fans or hangers- on who frequent studios for auto- graphs, jobs, etc. PHASE or IN PHASE (1) When the shutter of camera or projector is mov- ing in correct relationship to the inter- mittent movement of the film so that it intercepts the light at precisely the moment that the film begins to move, and allows the light to pass again at precisely the moment the film reaches its next stationary position. <2) When the above is not the case, shutter and film are said to be out of phase. PHOTOGENIC or TELEGENIC Subject matter or talent which lends itself to the making of a good TV picture or photograph. PHOTOTYPES Stylized appearance, as Victorian, Gay Nineties, English, etc. PHYSICAL PUNCH TV scenes or situ- ations dominated by forceful physical action. PICKUP ill Origination point of a telecast. <2) The quality of picture, sound, lighting, or acoustical values of a given sequence, action, or talent in a TV show. < 3 ) Electrical device or arm which picks up sound from a tran- scription. (4) To pick up action and sound by a television camera and mike and transmit them. PICK IT UP or PICK UP CUES (1) In- struction to talent, sound, or music to respond more quickly when their cue comes. (2) To perform when a specific cue is given, perhaps by stage manager or cameraman. PICTURE The image telecast or ap- pearing on monitor. PICTURE GATE Opening in front of projector or camera lens across which the scene or film passes as it is exposed or telecast. PICTURE LINE STANDARD Number of horizontal lines scanned per second for each image or frame. Present U. S. television standard is 525 lines per image. PIERCED TV lettering cut through an opaque or solid surface, backed up with translucent material and illuminated from the rear. PINRAIL Beams at sides of the TV studio to which wooden or metal pins are attached and to which the lines from the flies or lights are tied off. PIPE Slang for telephone. "Get me a pipe in here." P.L. Private telephone line to facili- tate more rapid camera set-ups and checking. PLANT To establish idea or something in the beginning of scene, situation, or story to be referred to later. PLASTIC (1) Plastic pieces: TV or stage scenery which are built in three- dimensional form to show and empha- size their quality of mass. (2) Plastic light: light which brings out the three- dimensional qualities of set, scenery or talent. PLATTER A recording or transcription frequently used as the audio portion of a silent film commercial. PLAY-BACK Hi Reproduction of a sound-track in studio during film shooting to enable action or additional sound or both to be synchronized with action. (2) Playing or recording for audition or reference purposes immedi- ately after it is made. PLAY OFF "Exit" music, background, or otherwise used at end of comedy or dramatic scenes. PLAY ON Music used to bring TV per- formers "onstage," usually when they are playing to live audience also. PLAYING AREA Physical space in a studio occupied by set and talent in which scene is picked up by cameras. PLOPS Over-accented pronunciation of letters "B" and "P" resulting in dis- tortion of sound. PLOT Planned action of "what hap- pens" in a TV or radio dramatic or situation show. PLUG <1> Mention of a name, show, or advertised product. (2) Loosely speaking, the commercial announce- ment. POCKET SHOT Picture to fill the gap between MCU and BCU. Usually covers upward from the "handkerchief" pock- et of a man. Extremely good for "char- acter searching" effect of panning with actor while he or she moves around set. It's possible to follow like this with a "pocket shot," whereby BCU might bring difficulty in keeping subject framed, and MCU might lose the inti- mate effect. POINTED WIPE Optical where a wedge shaped area of one picture moves into or out of the area of another picture. POINTILLAGE A painting technique whereby a plane surface is built up. PORTABLE UNIT Field TV equipment which can be installed where needed. POSITIVE < 1 1 Film in which the tone value of the picture corresponds to those of actual scene which it repre- sents, the dark parts of the scene ap- pearing dark in picture, and the light parts appearing light. < 2 > A projection print from negative film. POST-SYNCHRONIZATION Recording and adding sound to a film or kine after it has been shot. POT Slang word for any volume-con- 16 JULY 1951 195 trol dial or fader; may be calibrated in decibels. PRACTICABLE Real. Actually to be used, in contrast to something fake, or that is installed for aesthetic purposes. PRACTICAL Constructed TV scenery that can be used in a normal way; as a door or window that may be opened and closed. PREEMPTION Recapture by the sta- tion or network of an advertiser's time in order to substitute a special pro- gram of universal value. For example, when the President speaks he pre- empts the show regularly scheduled at that time. PRE-SCORE (1) To compose and/or record for a film before the picture has been shot. (2) Recording any sound before TV film is shot. PREVIEW (1) The show or program rehearsed before it is televised; also, a dress rehearsal or warm-up session for studio audience. <2) To give a sample of a TV show. PRINT Positive copy of film from original film negative. The true pic- ture. PROCESS To develop and fix exposed film. PROCESS SHOT or OPTICAL (1) Film combining real photography with pro- jected backgrounds, or model sets, or drawings. <2) Shot in which special process is used such as Dunning or Schufftan process, as when a scene is projected from slide or film on the rear of a translucent process screen while the camera picks up live action in front of the screen. (For new TV process shots see Schufftan and Vistascope.) PRODUCER Guiding figure in charge of all the work involved in the telecast- ing of a show, announcement, or film, and who bears the ultimate responsi- bility for its entertainment value and commercial success or failure. PRODUCT-USE STUDY A statistical measurement of the use of a TV spon- sor's products among viewers and non- viewers of his show. PRODUCTION Another generic term, usually refers to the building, organiz- ing, and telecasting of a TV show. PRODUCTION FACILITIES or FAX All the physical and material requirements of a television program; including sce- nic design, construction, and execution, painting, art work, wardrobe, make-up, properties, tilling, and special effects, both visual and sound. PRODUCTION MANAGER Also called production director. Individual respon- sible for supervising and co-ordinating of efforts of various specialists, station, and agency engaged in the creation of a show. PROGRAM (1) Commercial program — one paid for by the advertiser. (2) Sus- taining program — one supported wholly by the network or station and offered gratuitously in the public service by the station or network. PROGRAM BALANCE Proper arrange- ment and effective planning of musical, dramatic, and other elements in a TV show. PROGRAM EFFECTIVENESS Degree to which a TV program meets viewing expectations and achieves sales results anticipated by sponsor. PROJECTALL An opaque slide, usually 3x4 for projectall machine. PROJECTION TYPE RECEIVER A TV receiver using optical projection from a kinescope tu-be on to a large screen. PROJECTING To increase the volume of the voice so as to be more clearly heard at a distance. Talent off mike projects in order to be heard. PROJECTORS Used in TV for still ma- terial. They include: Balop: takes cards or opaques (not transparent) only. Size of cards, also called Balop cards, usually 3" x 4" or 6" x 8". Projectall: gray telop and multiscope usually take both opaque cards and transparencies or slides. Size of cards usually 3" x 4"; size of slides or trans- parencies 2" x 2." Slides may be made on 35 mm. film, on 3y4" x 4" glass, or on film cards and come in double frame, meaning 2-35 mm. films on edge; and single frame, meaning 1-35 mm. film on side. PROP TRUCK Portable cabinet in which smaller props, hand props, etc. and/or sound effects are wheeled to and from a studio. PROPERTY MANAGER Individual re- sponsible for obtaining, and who usu- ally looks after, the properties of a show, station, agency, etc. PROPERTY PLOT Detailed list of "props" required for any given show and usually drawn up by prop man. PROPS or PROPERTIES All physical ma- terials used in a scene, i.e., furnishings, decorations, or articles utilized by ac- tors in portraying their respective roles.. PROSCENIUM ARCH Low wall which usually divides studio stage or sets from studio audience. PROTECTIVE FLAT Set flat addition to prevent camera from accidentally shooting off or over set. PROVISiONAL CUT Cut in a show planned before telecasting in case of possible need. PST Pacific Standard Time. PUFF (1) Exaggerated praise written for publicity purposes. <2) Highly fa- vorable constructive criticism of a TV show. PUNCH IT or POINT IT UP To accent or emphasize an action, sound effect, music, or line of dialogue in order to make it more meaningful. PUT A BUTTON ON IT Direction usu- ally to musical director to give a clean decisive ending. PUT A WATCH ON IT To take an ac- tual timing of a show or scene. PUTTY BLOWER Trombone player. QUICK STUDY Person who has the faculty of rapidly grasping essentials of a situation, story line, action, or changes in script. The successful direc- tor, cameraman, or soundman is usual- ly quick study. QUICK CUTTING Cutting camera shots so short that they follow each other in rapid succession on the tube. Unless used for special effect, very poor TV technique. QUICKIE Type of film made quickly and cheaply. QUONKING Distracting conversation or actions by individuals who are not connected with show, but are within camera or mike range. R RACKED UP TV or radio apparatus that is situated fairly permanently. RAIN Fine scratches on kine or film which become filled with dirt and dis- figure the image. Usually acquired from repeated use and age. RAKE Used in connection with scen- ery. To rake a set or flat means to shift its postion or angle of alignment for more suitable placement, lighting, or camera pickup. RATES 1 1 ) TV time charges only esti- mated by station. (2) Net gross rate (prediscount). <3> Net rate (postdis- count) . RATING Percentage of a statistical sample of TV viewers interviewed per- sonally, checked by telephone, or noted in viewing diary, who reported view- ing a specific TV show. 196 SPONSOR RAW STOCK Sensitized film which has not been exposed or processed. RDG Radio Directors Guild. REACH When a writer or creator gives an obviously contrived solution to a plot. READ FOR STORY Meaning to get the general idea of the action, talent, etc. Hasty examination of script. READ THROUGH Usually the first reading of the script by the cast before the dry run. (See cut below.) READER Derogatory term given to talent who sounds and looks as though he is reading or reciting his lines rath- er than giving them life through inter- pretation. READING HIGH HAT Reading or por- traying a script in an aloof, unbelieva- ble, lofty manner. READ-Y Pronounced reedy. Quality of unnaturalness by talent giving viewer the feeling that he is reciting rather than talking. READY Signal by director to TD and/ or camerman as warning of intention to use an existing shot, previously planned shot, technique or combina- tion of shots. REC Radio Executives Club. RECALL A method of measurement of the number of people who remember viewing a TV show after the telecast. RECONSTRUCTION Real or true to life reproduction of actual scene or event for the purpose of more believeable telecasting or filming. RECORDING Means of recording visual and/or audio action and sound on film, kine or phonograph discs. REDUCTION PRINT (1) To produce a 16 mm. print of a 35 mm. film by me- chanical reduction. (2> Substandard film printed from a standard negative. REEL The spools with flanges on which film is wound. "One reel" is 1,000' in 35 mm. and 400' in 16 mm. REFLECTAR LENS Extra long telephoto focal length built into short, compact mounting to avoid interfering with other lenses on turret. Focal length: 40" (actual length: 16"). (See lenses.) RELATIONAL EDITING Editing of shots to suggest associations of plan, se- quence, or idea. RELAY STATIONS A series of low pow- er, highly directional, micro-wave relay stations separated by approximately 30 miles, connecting two widely separated points, used to pass a television pro- gram to distant stations that are not or cannot be connected by coaxial cable. RELEASE PRINT Final print of com- mercial, film, or kinescope to be de- livered to TV station, client, or agency. RELEASE STUDIO Expression used by director or producer to talent and stu- dio personnel indicating end of re- hearsal or broadcast. RELIEF Elevated to a third dimension. TV displays or material as opposed to an element in two dimensions, or flat. REPEAT Show that is repeated by film kine or re-telecast. REPLACEMENT TV show or talent that substitutes for a regular show or per- sonality who is on a vacation or sum- mer hiatus. REPRISE Repeat of a jingle theme after straight delivery of a TV com- mercial. RESEARCH The checking by writers, producers, directors, musicians, cam- era, or soundmen through source mate- rial to authenticate or improve their efforts on a show. RESOLUTION or DEFINITION Degree of reproduction of detail of an image, scene, sets and/or background after transmission through complete TV sys- tem to receiver or monitor. RESOLVE CHORD Musical ending . . . last note or sometimes passage at end of scene or show. RETROSPECT Show sequence which fades back and pictures something out of the past. RETURN FLATS (1) Narrow scenery flats added to the sides of a set to ex- tend or confine the background so that cameras shooting at angles will not over-shoot or get off set background in the picture. (2) Used to add depth to some architectural features of sets, such as a window return or a mantel breast return. These return flats are placed in back of the window or man- tel. (3) Used to finish off sets for shows which may have studio audi- ence. RETURNS (1) Amount of mail re- ceived as the result of premium or other stimulus on TV or radio shows. (2) See return flats. REVERSAL or REVERSE POLARITY (1) Film process that results in change of film from positive to negative or vice versa. (2) Positive print without the use of a negative. Usually restricted to home movie 16 mm. production; however, upon occa- sion reversal prints are used in 35 mm. REVERSE SHOT or REVERSE ANGLE SHOT Worked in conjunction with existing shot. Same subject or object seen from exactly opposing angle by means of cutting back and forth between two or more cameras. Used for emphasis and changed viewpoint. REVIEW Comments or remarks made by a critic about a particular TV show or TV personality. RE-WIND To re-wind a reel of film or kine following projection so that it is again ready for telecasting. RHEOSTAT A variable resistor. Pots, faders, shaders, lights, even camera dissolves and opticals are frequently made possible through use of rheostats. RHYTHM (1) Periodic, regular, har- monious beat, or cadence. (2) The op- posite of rhythm is time which usually has an irregular beat or cadence. RIDE GAIN To keep the picture qual- ity and volume of sound constantly ad- justed for proper transmission. RIDE IT Instruction to swing instru- ments to ad lib. RIG (1) Device used to hold, move, or control object televised. (2) Setting overhead lights on a scene. RIGHT A camera or talent direction meaning to the person's own right as he stands or faces at that moment. RIM LIGHT, RIM LIGHTING (1) Around the edges of the subject. (2) Spotlight- ing from the back, designed to bring individual, talent or subjects out of background by virtue of their bright- ness. RING MIKE Microphone installed over boxing, wrestling, or such events to pick up audio or sound portion of TV picture. RISER Small platforms used to elevate camera, talent, or sections of an or- chestra so as to secure a better picture, lights, or balance. RTMA Radio and Television Manu- facturers Association. ROLL 'EM, ROLL IT Order given by the TV director when he wants a projec- tionist to start film portion of TV show. Also known as roll film. ROLL UP Trick effect used to change from one scene to another wherein first picture begins to roll from bottom, revealing second picture. ROSTER STUDY A TV viewers survey which helps the interviewed set owner recollect his viewing habits by showing him a list of TV shows or stills from those shows he could have seen at a particular time. Similar to Starch Study of TV Commercials. ROTATING WIPE Optical technique where a line moves over the screen in clockwise or counterclockwise direc- tion, seeming to uncover another scene as it travels. {To be continual I 16 JULY 1951 197 SPONSOR SPEAKS_ si'o.vsni! - editors are com inced. al- ter weeks of intensive research for the Fall Facts Issue, that never before were sponsorship opportunities as promising as fall 1951. The bargains are many; the sales impact of radio and TV is often overwhelming. But a word of caution : every advertising medium is beset with pitfalls for the unwary. There's no substitute for knowing what you're doing when you undertake an advertising campaign. Out of the heavy assortment of "tips to sponsors" that sponsor's editors un- covered we highlight a handful. 1. Check participations in early morning programs — Station reps sav that 7:00 to 8:00 a.m.. not long ago strictly marginal spot time, is the hot- test slot on the market. Practically every radio station has a morning man program; the audiences are large. loy- al. and responsive. Morning men par- ticipations extend anywhere from 6:00 to 9:00. depending on the station and market. Just about anything sold over the air fits into ""morning men" par- ticipations I see 2 July SPONSOR, pages 19-23). 2. Ask networks about high-rated, low-cost sustainers — With the upsurge of TV. many an advertiser has relin- quished his effective network radio program. You'll be amazed at sonic >l the popular low-cost packages that the networks can offer for fall sponsor- ship. In main cases what might have been wrong for one advertiser ma\ be exactly right for you. o. Investigate special types of broad- casting -Did you know thai some large idvertisers have found Spanish-lan- guage radio in the Southwest and West 50 resultful that they've maintained a hush-hush polic\ for \cars? Did you know that the responsive Negro audi- ence can be reached via an increasing number of stations? Did you know that foreign-language programs pay out unusually well. These, and other special types of broadcasting such as transit radio, storecast. classical music programs, often are tailor-made for your problems. 4. Check low-cost library service programs — One of the real secrets of the trade is the job that is being done for a few national and regional adver- tisers (plus a great many local adver- tisers ) with the expertly scripted and programed packages currently being put out by leading library services (formerly called music libraries). These shows are available to all sta- tions subscribing to each library; can be picked up for a song because they represent extra revenue to the station. Yet many get top ratings in their com- munity; provide name talent and local TIPS ON FALL BUYING In the five question-and-answer sections of this 198 page Fall Facts Issue, CPONSOR's 5th, are set forth numerous tips on what's available for radio and TV sponsorship this fall, which are the best buys, what to know when buying. Even more than heretofore, air advertising (and especially radio) offers big rewards to the wise. Radio's sales, promotion, and re- search flabbiness has cost it heavily in pres- tige this year — but the medium has hidden depths, even in the TV markets. The trick is to plumb these depths and draw out the rich rewards. On this page SPONSOR focusses on a handful of the buying opportunities eluci- dated in this Fall Facts Issue. announcements. Have your timebuyer check reps and library services for highest-rating programs, then get list of stations and markets where they're available. 5. Look into Tl homemakers pro- grams— If you have a product bought b\ women, you're well advised to in- \ esl igate the women - pari icipation programs to be found on nearl) ever) station. Ranging anywhere from 10 a.m. to 3 p.m., they afford an adver- tiser demonstration and display galore. 6. Watch morning Tl for oppor- tunities It looks as though morning TV will be as fruitful as the networks allow it to be. Programs like Ruth Lyons 50 Club (WLW and NBC-TV) and Strike It Rich (CBS l will help the late morning along and may be worth checking for program sponsorship, an- nouncements, chain-breaks. 7. Check available top-notch tran- scriptions— Boston Blackie, Cisco Kid, Golden Gate Quartet, Lone Ranger. Bold Venture, Hollywood Theater of Stars. Box 13, John Charles Thomas Show, Let George Do It are examples of superb programing available to re- gional and national advertisers via transcriptions. Yet their number is meagre; often the markets you need most are unavailable. Best advice is to check firms like Ziv. MGM Radio At- tractions. Goodman, TSI, Ullman. Michelson, MacGregor and learn what recent offerings are available where. Be careful that program has enough episodes to keep running a long time: production isn't heavy these days. In the TV field firms like United Televi- sion Programs. Radio Sales. Katz have such film offerings as Fireside Theater and the Gene Autry Show. They're worth auditioning. 8. LooA: into nighttime radio station breaks — In recent months there's been a marked shift from 40 to 50-word sta- tion breaks in the direction of one-min- ute announcements. As a result, some choice slots on choice stations are open for the first time in recent years. It's admittedly hard to do a real sell in 50 words, but it can be done. Check reps. 9. Analyze the possibilities of mar- ginal time — Not many years ago 10 p.m. was unsalable time. It's differ- ent today, with many stations selling right through the night. Beers, night- driving glasses, drugs are a few cate- gories who have joined the after mid- night parade. Six a.m. isn't as mar- ginal as it used to be; years ago sta- tions like WHO. WLS, and WDAY proved that this is choice time. More advertisers know it today. 10. Work with a TV station-clear- ance expert — With desirable TV time a mighty scarce commodity, thought should be given by advertisers and agencies to logical time-clearance tech- niques. Station expert Fritz Snyder will help CBS-TV and its advertisers with that chore. Many a timebuyer is ideal for the job. Besides getting sta- tion management to say "yes" he learns that W MAS-TV has a sensation- al newsreel that's open for announce- ments: that WSM-TV's Tennessee Jam- boree is money in the bank: that WMPS has a morning man who's pan- icking the Memphis area. Try travel- ing your timebuyers. 198 SPONSOR ZANESVILLE, OHIO has a metropolitan population of 50,000 ZANESVILLE, OHIO has 750 retail establishments doing almost 65 million in retail sales in 1950. ZANESVILLE, OHIO has 73 wholesale establishments doing over 42 million in wholesale sales in 1950. Only ONE radio station - WHIZ - serves this prosperous Southeastern Ohio area. WHIZ has a daytime BMB of 27,280 and an average share-of -audience of 61.8 per cent. (1950 conian) SEE John E. Pearson. He can tell you how WHIZ in Zanesville is btcjcjei- Inan uou Ihmk ^ rmt^WMtz Radio salesmen in Washington lead tough lives. It's root hog or die for them. A dozen other guys are breathing down their necks every day for that advertising buck. The reason: The Washington area has no less than 17 radio stations! And in addition, 4 daily news- papers, 4 television stations. But WWDC salesmen thrive on this competition. For just one reason . . . WWDC sells goods! . . . at low, low cost. We always knew this fact. Now we've proved it with a series of tests as tough as the Advertising Research Bureau could make them. We stacked WWDC up against big daily papers in direct competition to see which pulled best. We had our fingers crossed, but we're happy with the results. \\ e'd like you to see the figures Blair man, or drop us a line. just ask your 5000 WATTS— 24 HOURS A DAY WASHINGTON, D. C. WWDC .Y 1951 • 50c Per Copy $8.00 a Year . RF The gold rush is on when the freeze is lifted. I estimate there'll be 1,500 TV stations within five years; 2,500 within ten years.7' WAYNE COY Chairman Federal Communications Commission What your dollar will buy on net radio this fall— p. 21 Sfi N , PL J 'tor Harry W, ■ bum page Chap Stick Sells Pomade Men page 24 T. After-Mid- night Radio page 26 Why Sport- ing Goods Ignore Air page 28 TV: Spot vs. Network page 30 Why 1928 AM Prophecy Was Wrong page 32 TV Diction- ary Hand- book page 34 Radio Results page 36- Mr. Spon Asks ■ nercial Commer Reviews page 42 here's the plan that sells the midwest market! WLS FEATURE FOODS c a radio program ['iii'i merchandising service featuring MARTHA CRANE and HELEN JOYCE Radio's Ever Magic Touch reaches into the kitchens of thousands of Midwest homes . . and onto the shelves of thriving Midwest grocery outlets . . . thru the services of WLS FEATURE FOODS. For more than 16 successful years, FEATURE FOODS, a daily half-hour participating homemaker program, has helped leading manufacturers of kitchen used products to increase sales in this great market . . . in which over 10% of the nation's food sales are made. The program combines the talents of Martha and Helen (the Midwest's most popular homemaker team) with an extensive merchandising service that keeps manufacturers constantly advised of what is happening in retail outlets ... to theirs and competitive products. RECENT RESPONSE • Martha and Helen mentioned once that lis- teners could receive a copy of a free booklet on gift wrapping techniques by dropping them a card. From this one mention came 3,171 in- dividual requests! • During a discussion on making candy at home, Martha and Helen offered listeners a booklet containing recipes for making home- made candy. 1,554 requests for the booklet resulted. Through its highly personalized merchandising service, FEATURE FOODS offers continuous day-after-day contact with points of sale to: • Improve distribution • Stimulate promotion by dealers • Get greatest possible visibility of products • Know how many stores are out-of- stock and do something about it Further, advertisers receive regular reports showing exactly what happens from month to month at the retail level. mm' -lull ii Itlair Jfau lias the Mails EAR CHANNEL Hone of the NATIONAL Barn Dance 890 KILOCYCLES, 50,000 WATTS, AMERICAN AFFILIATE. REPRESENTED BY JOHN BLAIR V^ AND COMPANY TIME ALLOTTED TO NETWORK NEWS JUMPS 22% IN YEAR— That news is hot on nets is underlined by figures MBS researchers compiled for SPONSOR. Month of April 1950 compared with same month 1951 showed 22% jump in time devoted to all news pro- graming on all 4 nets. ABC has top gain, with 33% more news; CBS, 13% more; MBS, 29%; NBC, 11%. In November *50-April '51 period MBS reports 5% jump in homes reached by its average news broadcast over same period year previous. For other network trends, see article page 21. RADIO VS. TV TEST WILL MAKE HEADLINES SOON — Watch for headlines on new series of tests to determine comparative sales power of radio and TV. So far, radio has scored upset victory, but exact returns and who ' s doing research are of f-the-record till all results come in. UNITED FRUIT'S PARTRIDGE BELIEVES CHIQUITA SHOULD GET AROUND, USES AFTER- MIDNIGHT^ — Colorful "Pat" Partridge, United Fruit ad manager and Godfather of Chi- quita Banana, has been buying after-midnight radio time for his jingles (via BBDO). Partridge started on late-night air before recent Pulse survey in New York for WNEW disclosed that largest category of after-midnight listeners is among house- wives (25.6%). His thinking was that Chiquita jingles should have new audiences periodically to keep from wearing thin; that after-midnight represented untapped ears for his messages. Pleased when SPONSOR told him how many housewife listeners survey had uncovered, Partridge said: "Why is it up to local independents like WNEW to do research like this? Why don't bigger radio entities get to work and find valu- able facts like these?" INSOMNIACS HELP MAKE AFTER-MIDNIGHT RADIO GOOD BUY— One reason that after- midnight time produces for sponsors (see article on page 26) is huge total of peren- nial and occasional insomniacs. National Gallup Poll in 1948 found that 52% of U. S. population reported sleeping difficulty, with women, older age groups more prone to unwilling wakefulness. Lewis & Conger, plush New York appliance store, even has "Sleep Shop" with slumber-inducing gadgets and manager whose title is "Sand Man Number One," so help us (see picture of shop window, page 27). HOOPER "MEDIA-METER" TO START WHEN THERE'S $45,000 IN KITTY— C. E. Hooper will launch comparative study of time people spend with radio, TV, newspapers, magazines whenever customers ante up $45,000. Phone-coincidental method would be used twice yearly (maybe during February and August) to establish ratio of time going to each medium (hence Media-meter name). Cost to agency advertisers would vary from $2,000 to $7,000, depending upon billings or ad budget. "Minutes of at- tentiveness" will be Hooper's "common denominator" for measuring comparative effect of 4 media on "home behavior." SPONSOR suggested that researchers estab- lish a time-based common denominator in article, editorials year ago. SPONSOR, Volume 5, No. 16. 30 July 1951. Published biweekly by SPONSOR Publications Im • 3110 Elm Ave., Baltimore, Md. Executive. Editorial, circulation Office 510 Madison Ave., New York J-'. $8 a year in U. S. $Si elsewhere. Entered a- • •■ I cla matter 20 January 1949 at Baltimore, Md. postofflce under Act ?. March is;:i REPORT TO SPONSORS for 30 July 1951 CBS AM/TV SPLIT WON'T BE LAST SUCH REORGANIZATION— During, next season, you'll hear of more and more firms throughout broadcasting industry which are splitting up AM and TV activities. Organizations like CBS (most recent) and ABC (now in process of splitting), have learned that maximum sales effectiveness and program planning can't be achieved until AM and TV are separated. Such reorganizations are regarded as healthy for radio in particular. Schizophrenia which prevails when same executive is responsible for sales of both media is ended and staff then knows it's matter of "get radio business or we don't eat." $2,S00,000-$3, 000,000 SPENT TO DATE TO MAKE COSTLY PILOT TV FILMS— To date, about 250 pilot films have been made for TV, many of them loaded with expensive mistakes. Pilot film for full-length program runs between $10,000 and §20,000, more than comparable film made as part of series. Most pilot reels are made on borrowed money, with hope of interesting advertiser, agency, or network in future shows of series. KEEP YOUR EYE ON WEINTRAUB— With topnotcher Carlos Franco in as radio/TV chief and William Weintraub himself one of radio/TV's shrewdest innovators, Weintraub agency can be expected to continue its succession of pioneering maneuvers, includ- ing opening up of late-evening TV air (via "Broadway Open House," NBC-TV) ; opening up of Saturday morning network time on TV ("Two Girls Named Smith," "Theatre of Romance," etc., ABC-TV). HOW 70 PUT FM STATION IN BLACK? — Here's answer, in salty Texas language of Charles Balthrope, owner KITE, KITE-FM, San Antonio. "KITE-FM was in the black the day we threw the switch. But the corners we cut are rare. One engineer, non- talking type, runs entire show on regular shift. Everything is transcribed, week in advance. Starvation rates had us sold out (except 15 minutes) 7:15 to 10 p.m. the day we opened. We won't let anyone change copy oftener than once weekly, many run unchanged for a month. Ain't bragging, but our foot's on first base, anyway." CANADIAN RESEARCH FIRM BUYS RETAIL SHOP AS ADVERTISING LABORATORY— -Penn McLeod and Assoc. , Canadian radio rating and market research firm, bought tailor shop recently in Toronto to use in tests of radio commercials and other research connected with advertising-marketing. McLeod found shop got so many orders via radio plugs it had to call up competitors and give away business. But demonstrat- ing AM pull was not main purpose of experiments. Primarily, shop allowed research- ers to make thorough study of why's, how's, other basic questions connected with sales. It is probably first instance of research firm buying own business for tests. WHO DOES BETTER TV FILM-PRODUCTION /OB, HOLLYWOOD OR N. Y.?— Ad manager of large drug firm, recently back from Coast, had only raves for Hollywood film com- mercial firms. They do better all-around job cheaper was his verdict. He cited teamwork of all members of production unit and availability of good actors, ac- tresses at less than models get in New York. Other ad managers, however, have told SPONSOR they prefer New York film producers, find coordination with Coast is cum- bersome. SPONSOR OF 18 vSiimjr^ An independent survey of radio listening habits in the Red River Valley was recently made by students at North Dakota Agricul- tural College. The Survey covered 3,969 farm families in 22 counties within about 90 miles of Fargo. In answer to the question, "To what radio station does your family listen most?", 78.6% of the families said WD AY, 4.4% Station "B", 2.3% Station "C", 2.1% Station "D", etc. WD AY was a 17-to-l choice ^Competition includes local studios of the over the next station ... a Hfeto-l favorite over all competition combined!* It's the same story in town. Year after year, WDAY makes a run-away of the Hooper race, consistently getting a 3-to-l greater Share of the Fargo-Moorhead Audience than all other stations combined! Truly, WDAY is a colossal radio buy in a stupendous farm market. Write direct, or ask Free & Peters for all the facts. other three major networks. WDAY • NBC * 97° KILOCYCLES • 5000 WATTS FREE & PETERS, Inc., Exclusive National Representatives (W\ 11 vw DIGEST FOR 30 JULY 1951 VOLUME 5 NUMBER 16 ARTICLES What your dollar trill buy on net ratlio this fall AM webs in all-out effort to lure new sponsors, recapture old ones, now offer more than ever for program dollar Even truek drivers use it now Lip pomade, hand lotion used to be "sissy" items. But the Chap Stick Company, aided by spot radio, sells plenty of these products to men l» f «'#•- mill iii «;/ir Those after-midnight radio hours have undeveloped potential for sponsors. They cost less, have brought many advertisers surprising ratings and results Why sportiny yoods iynore the air Though sports market has blossomed in past 10 years, SPONSOR believes these manufacturers are missing an excellent bet by neglect of radio/TV What's your TV choice: spot or network? SPONSOR examines both sides of the growing battle between the TV nets and the station reps for millions in billings If <*u- riyht was Stuart Chase's 1928 prophecy? Reader's Digest article 23 years ago by noted economist Chase was crowd- ed with dire forebodings which haven't been borne out by the years TV Dictionary / Handbook tor Sponsors Here is final installment of Herbert True's lexicon, completing the journey from "AAAA" to "Zoomar lens"; an appendix lists helpful TV books COMING f mil in ins on ffi<» air 21 24 2H 28 30 32 34 Premium merchandising, a century old this year, is at an all-time high. Who uses it, how, with what results are pinpointed in SPONSOR survey 13 lll«/. S union hi erch a n d i s i n y More and more stations now offer merchandising services to sponsors as a plus. SPONSOR will present exhaustive report on subject ■•> .lllf/. SPONSOR INDEX, January-June, 1951 More than 100 of SPONSOR'S use articles will be indexed in the next issue, by product categories, and industry subjects 13 lllf/. DEPARTMENTS MEN, MONEY & MOTIVES 510 MADISON NEW AND RENEW MR. SPONSOR: HARRY W. GUPPY P. S. RADIO RESULTS MR. SPONSOR ASKS TV COMMERCIALS ROUNDUP SPONSOR SPEAKS 6 8 13 16 18 36 38 42 44 80 COVER: Wayne Coy, FCC Chairman, looks upon speedy lifting of the TV freeze as an obligation of his office, has fought to prevent lengthy oral hearings (originally scheduled to start 30 July). He is convinced TV's growth will be rapid once FCC begins granting new licenses (see his prediction on cover). But there are so many complications that most observers believe first new stations won't actually be on air till late in 1952, and those only in smaller markets. (For editorial on television freeze, see page 80 of this issue.) Editor & President: Norman R. Glenn Secretary-Treasurer: Elaine Couper Glenn Managing Editor: Miles David Senior Editors: Erik H. Arctander, Frank Rasky, Charles Sinclair Ass't Editors: Fred Birnbaum, Lila Lederman, Richard A. Jackson Art Director: Howard Wechsler Vice-President - Advertising: Norman Knight Advertising Department: Edwin D. Cooper (Western Manager), George Weiss (Trav- eling Representative, Chicago Office), John A. Kovchok (Production Manager), Edna Yergin, John McCormack Vice-President - Business Mgr.: Bernard Piatt Circulation Department: Evelyn Satz (Sub- scription Manager) ine Villanti Emily Cutillo, Joseph- Secretary to Publisher: Augusta Shearman Office Manager: Olive Sherban r shed biweekly by SPONSOR publications INC.. combined with TV. Executive, Editorial, Circulation and Advertising Offices: 510 Madison l.ve., Not i"ork 22, N. Y Telephone MTJrraj Hill 8-2772. Chicago Office 161 E. Grand Ave., Suite I m Telephone: SUperloi 7 986S VVest Coast Office: 6081 Sunset Boulevard, Los Angeles Telephone: Hillside 8089 Printing Office: 3110 Elm \.,. Baltimore 11, Md Subsn ipiicms: l'niicd suics $8 a year, Canada and foreign $9, Single copies 50c. Printed in U. S. .\. Address .ill correspondence t<> 510 Madison Avenue, New York 22, N. Y. Copyright 1951, SPONSOR PUBLICATIONS INC. CWKH MAKES BUSINESS MEET FOR SYRUP COMPANY! t'seasy, HEN YOU ^OW HOW! SALES OF JOHNNIE FAIR SYRUP $ Percentages are in units of merchandise — not dollar volume. 1st QUARTER 2nd QUARTER 3rd QUARTER 4th QUARTER ANNUAL TOTAL 1949 INCREASE OVER 1948* 26.6% 28.6% 45.2% 59.0% 38.5% 1950 INCREASE OVER 1949* 35.1% 54.1 % 90.6% 5.4% 47.4% TOTAL SALES FOR 1950—102.7% GREATER THAN 1948! vate in 1948, Mr. J. R. Murphy of the Shreveport Syrup ompany came to us for advice. Syrup sales, including those f his company's Johnnie Fair Syrup, had been going down 'eadily for years. Would radio help — or should he look >r another product? 7e believe in radio, and told him so. He decided to try a impaign on KWKH. The chart above shows the results. 950 sales of Johnnie Fair Syrup were 102.7% reater than in 1948! Yet competitive brands continue decl ine: 7hat kind of campaign did it take to do the job? During all f 1949, Johnnie Fair Syrup was advertised exclusively on wWKH — at first with a 15-minute, Class C strip on week- ays; and then, later, an additional 15-minute, Class B strip. oday the company is also using several radio stations out- de KWKH's territory. But these two programs on CWKH still represent over half of Shreveport yrup's advertising budget! ^hat may we sweeten for you? 50,000 Watts • CBS KWKH Texas SHREVEPORT f LOUISIANA The Bran ham Company ArlcOktlSAS Representatives Henry Clay, General Manager / .-*' *** ^r^*-***! Program promotion that's what you like about the South's 5,000 waft affiliate in Baton Rouge, La. AFFILIATED WITH THE STATE-TIMES AND MORNING ADVOCATU FURTHER DATA FROM OUR NATIONAL REPRESENTATIVES GEORGE P. HOLLINGBERY CO. 6 by Robert J. Landry \ mini: wife we know complains of her husband, an older gent, that he tries to "inflict his experience" in avoiding costly or un- productive places, persons and predicaments. Wife's irritation ex- presses itself in the comment, "I want the right to make my own mistakes." Chums, television is that young wife and let no antique knight (A.K.) from radio try to inflict radio experience. * * * If it seems needlessly expensive to plunge ahead making radio errors all over again in television, only time, self-learned lessons and maybe some louder hollering from sponsor sources can persuade the producers, directors, writers and the often-equally-uninformed account executives. * * * Take the present excrescence upon the body video of crudely literal, artistically awkward, excessively "on camera." nightmarish "horror." This is suspense stuff, in trade definition, and a standard entertainment commodity. Only TV is going back 15 or 20 years to clumsy story-telling methods which must, by their nature, evoke public clamor from family and church and education spokesmen. Why do it that way? Why stubbornly refuse to learn the lessons radio has to tell? Pride of medium? TV is too big, fresh, won- derful and pioneering to be taught anything by the "has-been" medium? * * * There's nothing esoteric or highbrow or special about the basic fact known to all writers and editors: to wit. that the cheapest trick of all cheap tricks in suspense and crime writing is having the killer "insane." Again and again recent TV horror has resorted to this crude "explanation." So what do we have on our screens? An unmotivated mad-dog running wild in a home, with the lights and phone cut off. with sweet granny, a dear little blonde with her dolly under arm, a paralyzed war veteran and a beautiful wife all about to have their throats slashed b\ an infinitely clever slaughterer, a total stranger, possessing all the thinking powers of a human being but convenient!) i for the writer) bereft of human fear and human conscience. * * * TV also is guilty of what writers call the "dangling finish." Story shows must not arouse expectations they then fail to satisfy. Even on a minor plane this can irritate the audience. Admittedly minor wa> a recent telecast of The Clock (Esso) wherein the entire incident had to do with the recall of an automobile license number in order to apprehend the hit-and-run driver. Here was a case of arousing an Interest in the hit-and-i miner but llie show ended simply by saying he would now be arrested. Viewers wanted to view the \ ill, iin lull lime was up. i Please turn to i> will head N.Y. sis, svc office for these stations eff 1 Aug) KBIS. Bakersfield. Cal.. comml mgr Same, prod mgr Same, as-t sis mgr in charge of color -1- Same, exec vp Same, also overseeing Northern District operations (WSPD. WSPD-TV, Toledo; WSM. Cincinnati) Fort Industry stns CBS Radio Sales, N.Y., acet exec Same, al-ii overseeing Southern District operations (WAG A, WAGA-TV. Atlanta) Fort Industrj stns Fort Industry Co, Chi., midwest sis mgr WMGM, N.Y . adv, sis prom mgr Il-R Representatives; L.A., vp-iugr \\ Dl V, Pittsb., mgr WTOP, Washington, asst -ale- promotion Same, pres, radio div. • In next issue: New and Renewed on Television I Network and Spot); Station Representation Changes; Advertising Agency Personnel Changes Numbers after names refer to category in New and Renew: Norman Boggs (4) Gordon Gray (4) Richard E. Jones (4) S. P. Kettler (4) Reynold R. Kraft (4) Dlew and Renew 30 J till/ 1951 4. National Broadcast Sates Executives (continued) \ Numbers after names refer to category in New and Renew: William E. Rine (4) W. B. Campbell (5) H. S. Meighan (4) Van Volkenberg (4) Adrian Murphy (4) NAME FORMER AFFILIATION NEW AFFILIATION Adrian Murphy Hobby Myers Norman J. Oslby William E. Rine H. Needham Smith Ray Seofield Louis A. Smith Durward J. Tucker J. L. Van Volkenburg Stuart Weissman Storm Whaley John M. Wilkoff Pare Woods Cracme Zimmer CBS, N.^ ., vp, gen exec KDB, San Diego, comm mgr Don Lee, L.A.. stat rel dir WWVA, Wheeling, W. Va., managing .11 WSAI, Cincinnati, account exec NBC, N.Y., network transcription sis WOR-AM-TV, N.Y., Chi., mgr Radio Department, city of Dallas, head of dept. CBS, N.Y., vp network sales International Confectioner, space sis dept KUOA, Siloam Springs, Ark., gen mgr WrCOP, Boston, prom mgr ABC, Illywil., member publicity staff WXGI, Richmond, gen mgr Same, pres, CBS lab div KFMB, San Diego, comm mgr. Same, vp charge stat rel Same, also overseeing Central District operations (WMMN, Fairmont, W. Va.) Fort Industry stns WBNS-TV, Columbus, account exec. John E. Pearson Co, N.Y., acct exec Edward Petry & Co, Chi., sis mgr-tv div WRR, Dallas, managing dir Same, pres, TV div. WOR, N.Y., asst sis mgr KGER, Long Beach, mgr BAB, N.Y., gen sis prom Same, dir audience prom WCAV, Norfolk, gen mgr 5. Sponsor Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION Fred Abrams Kenneth B. Bonham William B. Campbell Fred F. Drucker ET W. Gaughan Albert A. Hally Chester H. Lang T. H. Mason Virginia Miles William Paul M. R. Rodger Robert J. Schrecongost F. C. Suto Jr Albert C. Wedemeycr Emerson Radio & Phonograph Corp, N.Y., work in govt contracts div Emerson Drug Co, Balto., pres Young & Huh i. .nil. N.Y., mereh dept R. Gerber & Co, Chi., adv. sis prom mgr Avco Mfg Corp, Cincinnati, in charge spec activities Crosley Industrial Tape Corp, New Brunswick, N.J., sis mgr (Texcel tape) General Electric, N.Y., vp marketing director Aveo Mfg Corp, Cincinnati, sis prom mgr Crosley Business Careers Inc, N.Y., vp General Foods, sis mgr Post Cereals Div Avco Mfg Corp, Cincinnati, asst gen sis mgr Crosley div General Foods, N.Y". dist sis mgr Johnston & Murphy Shoe Co, N.Y.. adv mgr U.S. Air Forces, Lt. General Same, head natl parts-sis sve div American Home Products Corp, N.Y"., asst to pres Borden Co, N.Y., asst adv mgr Mason & Mason Inc. Chi., adv, prom mgr Same, eastern div mgr Crosley div Same, sis mgr industrial-commercial dept Same, vp public relations Same, western div mgr Crosley div Alexander Smith Inc, Yonker>, N.^ ., research supervisor Same, NY dist sis mgr Same, central div mgr Crosley div Same, Cincinnati dist sis mgr Stewart Hartshorn Co, N.Y., pub rel mgr Avco Mfg Corp, Cincinnati, vp & dir 6. \ en- Agency Appointments SPONSOR PRODUCT (or service) AGENCY Beauti- Vues Corp, Hlywd. Bellows & Co, N. Y. Ben-Gee Products, Oak Lawn, III. Better Bags, Inc., Phil a. Colonial Federal Bank, Phila. ( Columbia Tobacco Co Inc, N.Y. Cynthia Andrews Inc, N.Y. Damar Distributing Co, Newark, N.J. Dictograph Products Inc, N.Y. Florida Citrus Exchange, Tampa Genera] Cigar Co Inc, N.Y'. Hollywood Maid Brassiere Co. Phila. I, :iu ben stein Mfg. Co., Ashland, Pa. Lever Brothers Co, N.Y. Mohawk Carpet Mills, Amsterdam, N.Y. Olympic Distributors Inc, L.A. Paekard Motor Car Co., Detroit Lydia Pinkham. Lynn. Mass. Prim Products Co, Boston Radion Corp., Chicago Ramfjeld & Co, N.Y. West Coast Soap Co, Oakland Wiggins Chemical Co, Cincinnati Nutri-Tonic permanent wave Wine importers Bean sprout balm Packaging equipment Bank DuMaurier filter-tip cigarettes Sing shampoo Damar household accessories Acousticon division Sealdswcet juices White Owl cigars Brassiere manufacturer Metal perforators Pepsodent brand products Carpet manufacturer Chlorophyll deodoran t pill Automobiles Vegetable compound Prim waterless hand deal Television antennas Food importers Powow cleansers \X leu- waterless cleai •fr llixson A Jorgenson, L.A. Benton & Bowles, N.Y. Srhoenfeld. Huber & Green, Chicago Adrian Bauer Inc., Phila. Herbert B. Shor Inc, Phila. Anderson A Cairns, N.Y. Fred Gardner Co, N.Y. Maxwell Sackhelm & Co, N.Y. Walter MeCreery Inc, N.Y. Buthrauff A Ryan, N.Y. Young A Kuhiram, N.Y. Herbert B. Shor Inc. Phila. Vflrian Bauer Inc., Phila. McCann-Erickson, N.Y. Maxon. IVY., (all media but radio, which will hi' handled by George Boiling Co. t" years end) Knight. L.A. Maxon. Detroit Harry B. Cohen, N.Y. Copley, Boston Calkins X Holden, Carlock, Me. Clinton A Smith, Chicago Gordon Baird Associates, N.Y. Buchanan A Co, S.F. Associated, Cincinnati low many ad exe€'s realize that • • • ". . . with 2 discs especially designed for promotions . . . for premiums" i-inch PROMOTER— 78 rpm jer messages up to 3 minutes and )nds per side. Like the SPINNER, lable plastic with true-to-life ion — a product of the finest ctor sound-reproduction techniques. jr way to get attention and individual 1 identification. "... and for spots or complete programs" The 61/2-inch SPINNER— 78 rpm a powerful little salesman, one minute and 40 seconds per side, that puts the impact of sound into your sales message. As personal as a visit, as mailable as a letter . . . gets your message to distributors, retailers or con- sumers— and gets it across! Smart merchandisers are also using SPINNERS to create lively, entertaining premiums with a clever sales twist. The 12- or 16-inch TRANSCRIPTION — 33V3 rpm to carry program material of every description — from spot announce- ments to full-length shows. Recorded, processed and pressed in the country's best-equipped studios and plants. World-famous RCA Victor engineering for every transcription order, large or small. Complete, transcribed radio production and script-writing facilities are available. Custom Record Sales "Your best bet: contact an RCA Custom Record Sales office today!" Dept. 8C: 630 Fifth Avenue New York 20, New York JUdson 2-5011 445 North Lake Shore Drive Chicago 11, Illinois WHitehall 4-3215 1016 North Sycamore Avenue Hollywood 38, California Hillside 5171 SEND FOR FREE BOOKLET! It's called "I NEVER KNEW"— and tells the whole story of Custom Record Sales . . . describes the amazing variety of services this division of RCA Victor is prepared to offer you. You'll want to keep a copy at your desk. You'll find it a valuable tool. «^fc Radio Corporation of America RCA Victor Division SELL Off , the impor- ience has the habit because on WRNL gives listeners t to hear . . . iritative news, or all tastes, a. mystery, ke a second e tacts . . . schedule . . . E SALES! NATIONAL REPRESENTATIVES EDWARD PETRY & CO, INC. fcSpBff I -, Hurry W. Guppy Pacific Coast Manager Fhnters Nut & Chocolate Co., Inc., San Francisco, Cal. Harry Guppy did a lot of moving around in his youth. From Mich- igan to Montana, back to Michigan, and on to California by the time he was 13. Attending the University of California brought him to the Bay area, and Harr\ has spent most of his time there since graduation in 1925. Harry made his way through his junior year by selling books. After college, a succession of jobs led to Fuller brushes. Although he led in sales during most of his tenure, there was one tough cus- tomer Harry couldn't sell. But after two and one-half years he finallv did. The lady asked why he was selling brushes and ended by sending him to see her husband, E. H. Jenanyan, then in charge of sales for Planters. Jenanyan hired Guppy to sell peanuts in 1933; he has been with Planters ever since. After three years of selling in Los Angeles and Oakland. Guppy handled sales detail work; then took over shipping. During the war he handled priorities and allocations and became Pacific Coast man- ager in 1947 in charge of 11 Western states plus export business. National advertising is carried with the Eastern organization, but the West Coast organization has a separate budget for special adver- tising. Most of this budget goes to sponsor Edward R. Murrow and the News over 17 stations of the Columbia Pacific network twice a week; cost about $900 plus talent for the two weekly shows. Announcements are used in various areas in connection with spe- cial promotions. Typical have been recent campaigns in San Bernar- dino, Fresno, Sacramento, and San Jose. A sample schedule ( San Jose) shows four announcements three times a week for three weeks over KFOK. The rest of the ad budget is spent on point-of-sale dis- plays and material to support retailers. Retail outlets are also en- couraged to advertise cooperatively on radio. Premiums are in constant use. with listeners invited to send labels and cash for nut dishes, Mr. Peanut salt and pepper shakers, or a Mr. Peanut bank. Planters likes to devote a percentage of receipts to advertising and increase it as sales go up; how to spend it is left up to the agency, Raymond R. Morgan Company, San Francisco. Planters' sales are 12 times that of the nearest competitor. As for Guppy. when not teaching people to ask for Planters he gets away from it all by going trout fishing. 16 SPONSOR Selling ^ <* is a personal matter. •• And sales come easiest when you sell through a personality people trust. That's why WCBS' new "star-studded station-break" plan is today's most effective way to sell your product in America's biggest market. Under this new plan, you can have your sales messages custom-cut to your product . . . recorded for round-the-clock use by WCBS personalities whose endorsements listeners rely on. Take Margaret Arlen.* Listeners buy the products advertised on her morning program (now sold out) because they rely on her endorsement. Now her familiar voice, delivering your station-break commercial throughout other times of the day, will get extra attention, will reflect the same confidence in your product that the audience has in Margaret Arlen. Moreover, WCBS "star-studded station-breaks" are available at one of the lowest costs-pcr- customer in all advertising today. You owe it to your product to get the facts from Radio Sales or WCBS — Number One Station in the Number One Market. W VDJ New York Represented by Radio Sales Columbia Owned h any of these / other WCBS stars: Tommy Riggs (and Betty Lou ), John Reed King, Harry Marble. Phil Cook, Jack Sterling, Bill Leonard. COVERAGE Sure... We've Got It BUT... Like the Gamecock's Spurs... It's the PENETRATION WSPA Has In This i Prosperous <^ ----- yo^V BMB Report No. 2 Shows WSPA With The Largest Audience Of Any Station In The Area! AND... This Hooper Report Shows How WSPA Dominates This Area! HOOPER RATING -Winter 1949 8:00 AM - 12:00 N 63.2 12:00 N - 6:00 PM 53.6 (Monday thru Friday) 6:00 PM - 10:00 PM . . . 67.6 (Sunday thru Saturday) GIVE YOUR SALES A POTENT PERMANENT HYPO Represented By: John Blair & Co. Harry E. Cummings Southeastern Representative Roger A. Shaffer Managing Director Guy Vaughan, Jr., Sales Manager The No. 1 CBS Station For The Spartanburg-Greenville Market * 5,000 Watts -- 950 On Your Dial > vie developments on SPONSOR stories See: "Mr. Sponsor Asks . . ." ISSUO: 16 JWy> i951 (Fa!1 Facts), p. 176 Subject : How radio can promote itself more effectively to advertisers. Some novel new pitches are being made by California broadcasters to ad agencies and sponsors, both on the West Coast and in the East. Don Lee, pace-setting Pacific Coast web, has unwrapped a plan known as "Local and Network Cooperative Advertising"' which is designed to bring new co-op advertising funds to radio. Basically, the plan calls for national or regional advertisers to pay the talent costs and part of the net rates of Don Lee radio shows. Then, local retailers in the 49 Don Lee cities and towns on the West Coast, Ari- zona and Idaho split up the remainder of the time costs. Says Don Lee: "Thus, the supplier makes it possible for his re- tailer to purchase sales-producing local radio advertising on network caliber programs at a fraction of the price they would normally pay for local programs." Actually, what LANCA boils down to is a kind of "network co-op show" venture, in which the national or regional advertising cuts much of the price to retailers by assuming all talent, some time costs. At last report, several West Coast agencies were interested. Meanwhile, the 58-member Southern California Broadcasters As- sociation has started on its own all-out campaign to "sell the values" of radio. Salesmen's committees, representing groups of competitive stations, are already out calling on sponsors and agencies with a brand-new, basic presentation. Behind this presentation is an extensive station promotion and general razzle-dazzle. On-the-air announcements, from eight-second breaks to 40-second announcements, are being used to plug such "plus values" of radio as 99f/f of California and West Coast homes being radio-equipped, as well as 73% of cars. Other topics: aver- age and total hours of listening; comparisons between Southern California and other sections; radio circulation and the economic growth of the medium. Other plugs will show up in radio newscasts, interviews, corre- spondence, trade ads. direct mail promotion, publicity and promo- tional stunts, sales presentations. Coming up soon : a trip to the East by* SCBA director Bob Mc- Andrews to pitch the story directly to Eastern radio buyers. See: "Ad manager's hook shelf" Issue: 6 November 1950, p. 32 Subject: Worthwhile hooks for husy ad managers This year marks the 77th anniversary of Marconi's birth (25 April 1874) and the 50th anniversary of the first transatlantic wireless sig- nal (12 December 1901 i. To commemorate these two occasions. Orrin E. Dunlap, Jr.. has privately printed a 21 -page pamhplet called "Writing the Biography of Marconi." Dunlap, a member of the executive staff and a vice president of the Badio Corporation of America, is the author of "Marconi, The Man and His Wireless" first published in 1937 by the Macmillan Company just three months before Marconi's death. For those who haven't read the Marconi biography, this 21-page tribute to the man gives a quick picture of the sin. hard working inventor. De- tailed, too. are the problems of writing the Marconi story faced by Dunlap. 18 SPONSOR „,. SALES MANAGER FEATURE your FOODS IN PHILADELPHIA.. with the KYW "Feature Foods" Plan! It's the plan that's giving food sales such a terrific jolt in eastern Pennsylvania and southern New Jersey. And it's not only a popular radio program on this 50,000-watt station. It's a ready-made merchan- dising package that wraps up and delivers the results you want! Just look at these big features of "Feature Foods" — POINT-OF-SALE CONTACT., handled by a trained corps of food product mer- chandisers. Here's added strength for your sales organization, in a group that actually gets orders and promotes re-orders! PIN-POINT PROMOTIONS in top-flight stores. Retail cooperation is guaranteed., not only in retail advertising by the stores, but in distribution of your literature. REGULAR REPORTS to advertisers. You get on-the-spot information as to distribution, out-of-stock conditions, shelf position, product exposure, competitive products, rate of sale, and specific promotional aids. No wonder "Feature Foods" is practically SOLD OUT! As this is written, 35 of the available 36 participations are working for many of the nation's leading food advertisers. The odds are 35 to 1 that your product will be a sell-out too. . if you grab the telephone now and get in on the deal. Call KYW or Free & Peters! KYW PHILADELPHIA 50,000 WATTS NBC AFFILIATE 1t/e4,ti*taUaude Radio- £tatio+U 9*tc WBZ • WBZA • KDKA • WOWO • KEX • KYW • WBZ-TV National Representatives, Free & Peters, except for WBZ-TV; for WBZ-TV, NBC Spot Sales RADIO - AMERICA'S GREAT ADVERTISING MEDIUM 30 JULY 1951 19 r AND COMPANY DETROIT SAN FRANCISCO ATLANTA HOLLYWOOD RADIO AND TELEVISION STATION REPRESENTATIVES Top stars at low cost: names (like Walter Pidgeon) may tape multiple shows (as Rex Harrison, NBC) saving own time and sponsor's money What your dollar will buy on net radio this fall Ingenious methods, plain old-fashioned belt- tightening are eutting program eosts as webs drive to attraet new sponsors, win back old ones f __ j I' all. L951 shapes up as fffi jfflf the time of the great re- '" •' v appraisal "I network ra- dio. As a national advertiser, the e\ i- dence indicates you'll probabl) find it a more attractive media buy than it's ever been before. The carpeted offices at 30 Rockefeller Plaza, 485 Madison, and 1440 Broad- way have seen a flurry of conferences and floor-walking in the past few months. All of it adds up to a three- pronged drive to offer national adver- tisers attractive buys at the lowest pos- sible cost. This is how that three-pronged as- sault on cost works out : 1. The recent round of rate cuts lops between 10', and IV, from time Typical economical package: Mutual's "Twenty Questions," formerly sponsored by Ronson, is immediately available at $3,500 weekly «" • f ^* M i *| O $m k OPERATION TANDEM ON NBC, INCLUDING "$64 QUESTION" TO COME BACK NEXT FALL, TYPICAL OF LOW COST INNOVATIONS charges, both day and night. 2. Program package costs have been whittled down by an average of lS'/( — sometimes as much as 25', ; even 50/v in a few cases. New pack- ages are coming in at mouth-watering prices, averaging between $2,000 and $3,000 a week. 3. Special sales schemes, like NBC's Operation Tandem and ABC's Opera- tion Pyramid, offer a flexibility new to network radio. Mutual has a brand new plan up its sleeve. Saturation campaigns, split networks, rotating participations, liberal frequency dis- counts are added inducements. Not all the activity has been restric- ted to pricing, however. Program peo- ple have worked up entirely new kinds of shows, shifted their blocks of mood programing around, done some re- arranging of individual program slots. A few samples: ABC's late-morning block of soap operas — many of them in serial form for the first time over this net. (Morning, by the way, is a prime buy on all the nets, SPONSOR be- lieves. ) NBC's new "realistic" drama with music, Pete Kelly's Blues; plus several new comedy stints. CBS's in- flux of new talent, like zany WNEW morning men Gene Rayburn and Dee Finch who will be on at night. Spade Cooley and his Western Swing show, Trends malting networks good bug 1. Kate cuts and low -priced packages invite advertisers to cash in on lowest cost-pcr-tliousand ever offered. 2. There'll be new talent, down-priced established stars, and a generally tightened budgetary oullook. 3. Imaginative planning, reshuffling of hleck program- ing, and shifting of time slots makes medium more effective than ever. 4. ABC's morning s;t.i|i opera strip. CBS9 Western Stving, Mutual** heavy news coverage, and NBC's Operation Tandem are typical examples of the high- powered goings on at network headquarters. 22 and humorist Roger Price. Mutual s Monday thru Friday daytime sequence of hillbilly music, popular music, and audience participation programs. Over-all, you'll find an increasing emphasis on news, music, and mystery- drama over the radio networks. Music and mystery shows in particular will be even better buys than in the past, because of lower package prices. Asked how these prices can be knocked down without hurting quality and sacrificing audience, network programers listed these savings: 1. Substantially reduced salaries for featured stars and guest stars. 2. Scale or slightly over for orches- Pyramid, including "The Sheriff" (above), is set to continue this fall Mars buy of "People Are Funny" on CBS typical of new net flexibility tra conductor. Husky over-scale sala- ries have long been common. 3. Writers increasingly paid union rates, instead of substantialK above, for scripts. 4. Director paid less. 5. Independent package producer takes a smaller profit. By paring down expenses all along the line, dramatic savings of as much as $1,000 to $2,000 per week have been made. That's the way network radio looks for this fall — from a distance. But when you examine the picture up closer, each net has its variations, its own special programing and pricing techniques. 1 his is how each looks under a magnifying glass. ABC The big news at ABC is its burning passion for daytime soap operas. ABC tried to lift several suc- cessful soapers from NBC a while back, but had no luck. So they've built some of their own and brought in packages from several independent producers. Up to now the net stuck to self-contained stories which could be told completely in one broadcast. This fall's crop breaks that tradition. will have many serial dramas as well. As Leonard Reeg, v. p. for radio pro- grams at ABC explained the trend: "An analysis of network programing showed no soap operas scheduled for the mornings b\ other networks — so we went ahead." The ABC line-up from 10:00 a.m. to 12:00 noon on weekdays is a formida- ble group of soapers, interrupted onl\ once by Betty Crocker's Magazine of the Air. My True Story, still a self- contained confession-type drama, kicks it off. Since this runs 25 minutes, there's a five-minute slot left for Story- teller, a taped dramatic bit starring Edward Arnold and recently bought by General Mills. Betty Crocker interrupts for 15 min- utes and is followed by an unbroken {Please turn to page 76) 2: TV-proof. NBC Monday block continuing SOAP OPERA: ABC thinks they're hot, is adding 4 soaps DRAMA: Escape entertainment still big on AM 30 JULY 1951 23 CHAP STICK E.T.'S, LIVE COPY REACHES MEN AT BREAKFAST, [UPPER. ABOVE: A. E. PAUL GUMBINNER; ASS'T. WYN LEVINE Even truck drivers use it now In 1950. two products that men "just wouldn't buy" sold $4,750,000 worth to the male trade Irf Manager Bond Dynamo behind ■ Ik* revolutionary growth of Chap Slick, Chap-ans is 14-year-old (J. Ever- ett Bond, general manager of Chap Slick V.o. «iiicr I9.'i8. H»- joined the parenl company, Morton Manufacturing Corp., Lynchburg, Va., 193.'i. Horn Brownsville, Tenn., he is graduate of Princeton University 1931. In 1 9.'i2-.'i.'i, he was associated with Doremus Ad Agency, IN. Y. He is married, has three children, is past president of Lynchburg Chamber of Commerce and Kotary Club. For reereation he likes reading and fishing. 24 Broadcast advertising is stud- ded with stories of sponsors who've successfully used the air medium to erase a social stigma at- tached to their product. Just a few of these arbiters of national taste are Tin- tair. which made home hair-dyeing re- spectable; Toni, which converted par- lor hair-curling into an overnight vogue; Odo-ro-no. which put a stamp of gentilit) on the under-arm deodo- rant ; and Turns, which created an aura of socially esteemed beneficence around the subduing of a belch. One of the most recent invaders in SPONSOR k to fa fen far ica pri- iia! nit ma oil ere tl-f noi lint to ECU KD RADIO of this special type will sell 'Chap Stick' and 'Chap-ans' to a waiting market r w N These are the Market Areas from which our nation-wide Radio wiii emanate wbftrt !• tho»j«s deptftding up** availabilities;: Important Local Radio Personalities will tell the Millions! U.tJt. ATLANTA MWUNOHAM GH*MOtT« DALLAS n wotw LOUISVILLE OKLAHOMA OTT OCHMOMP TA**PA Control U.S.A. b»Mm USA Wtt»m U.S. A CHICAGO ■ AlTIMOlE DtNVO CLEVELAND ■OSTON LOS ANOELES CINCINNATI NEW TOUK PHOENIX DCS MOIN i i Philadelphia POITIAND eftnOH tOCMESTE* SAN FIANCISCO INDIAN APOUS KANSAS CITY MILWAUKEE SHINOFIEID WASHINGTON SPOKANE TUCSON MINNEAPOLIS AtTTlWWOH . i&Mb,. ST LOUIS /w%*a^*^ »/•» "fjtm ,,..1»fM* Mailing piece to druggists (large foldout type) stresses role of radio, gives sample commercials the field of revolutionizing mass cus- toms is the Chap Stick Company of Lynchburg, Va. Other sponsors may have been largely concerned with in- fluencing the mores of the American female. But Chap Stick set itself the far tougher task of changing the Amer- ican male's attitude toward two "sissy" products. Thanks in good measure to national spot radio advertising, it has, within three years, induced a great many men to accept as normally mas- culine the use of Chap-ans, a hand cream for men, and Chap Stick, an an- tiseptic lip balm. Both drug items are now No. 1 sellers in their individual lines. Exactly how much credit can be par- celled out to spot radio for the two products' Horatio Alger success is hard to say. Paul Cumbinner, account ex- ecutive for the twin items at the Law- rence C. Gumbinner Agency, New York, attributes radio with doing "a tremendous job of influencing and sell- ing for us." He points out that when Chap Stick first began being sold over the air in 1948, sales were about 5.- 500,000 sticks of the 25(* item annu- ally. Now. about 7.000.000 sticks are sold every year. In the same year. 1948, radio was first used to launch the 59^ Chap-ans to the American male. Sales have since built up "hand- somely," he says, "and more and more men are growing accustomed to using a hand cream." One thing certain is that both prod- ucts use more radio advertising than their competitors. Already, Advertis- ing Manager Everett Bond and Ac- count Executive Paul Cumbinner are planning their new, extended broad- cast schedule, to begin in September and continue until the season's end {Please turn to page 58) 'Hack Berry," John Allen typical of morning talent used Jack Sterling was first breakfast-time d.j. for Chap 30 JULY 1951 25 After-midnight WMCA's Barry Gray is typical of d.j. success formula on after-midnight air Pulse study gives sponsors , valuable data on who listens; many stations report sales successes spot Talk about after-midnight radio programing to most radio advertisers — and you'll get a blank look. Few sponsors, in- deed, are familiar with the facts of post-midnight radio selling, few are actually using it. Yet, these low-cost marginal hours are doing a top-notch job in selling products and services all over the country. Just look at a few of the examples turned up in a nation- wide survey by SPONSOR. Take the case of National Optics Company, makers of Ravex Night Driving glasses. This growing optical firm recently signed with WBBM, Chi- cago for a rotating series (midnight to 2 a.m.) of 15 quarter-hours on the station's Matinee At Midnight show. The pitch : a pair of Rayex glasses, for $1.98 plus postage and C.O.D. charges. Results: in two weeks, National Optics had booked 2,405 orders, or about $4 in orders for every dollar spent. The contract was renewed for another round, and Matinee at Midnight went right on pulling orders at the four-for- one rate. In the Deep South, the peach crop was threatening to spoil in South Caro- lina, leading peach-growing state in the U.S., because truckers didn't know in which specific areas the peaches were ripening. The Peach Growers Association, in desperation, bought 275 post-midnight I between 1 a.m. and 5 a.m.) announcements in 20 days on \\ CKY. Cincinnati, during the Night Hawk Club record show. The pitch: all-night information on the exact or- 26 chards where the peaches were ripen- burgh, and from WNOE, New Orleans, ing, aimed at truckers cruising the to WDGY, Minneapolis, — report the same kind of results. Check over the lists of national, re- gional and large local advertisers using the after-midnight radio air and you'll see many familiar firm names and products. A few: Thorn McAn Shoes, Jeris Hair Tonic. White Tower Restau- rants, Sealy Mattresses, Rexall Drugs, United Fruit. People's Drug Stores. Robert Hall Clothes, and Helbros Watches, as well as many big appli- ance and auto dealers, restaurants, theatres, jewelry stores, banks, hotels and breweries. Check even more closely with these advertisers, and you'll discover an im- portant basic fact. Although many of them use announcement or participa- tion schedules all through the night, the majority of sponsors — and the ma- highways. Results: the entire peach crop was moved to market with little loss; both truckers and farmers bene- fited. In Washington, D. C, an enterpris- ing businessman named Tex Baker opened a little six-stool all-night restau- rant, and then sat back to await busi- ness. Practically nothing happened. Then, he bought a big schedule of (be- tween midnight and 3 a.m.) announ- cements on WWDC's all-night Yawn Patrol. Business started to flourish. Soon. Baker started up a home-delivery service, finally had to buy six jeeps to scoot around the nations capital to de- liver sandwiches and hamburgers. Unusual? Not at all. After-mid- night stations — from KERO. Bakers- field, California, to WWSW, Pitts- At night "Kennelly-Heaviside" layer (white arc) acts as reflector, sends radio waves further SPONSOR 86.5% of late dialing in N. Y. is at home, reports WNEW survey Insomniacs swell late audience, patronize Lewis & Conger "Sleep Shop" jority of top results — are concentrated in the period between midnight and 2 a.m. It is during this period when after-midnight listening to radio is at its general peak; thereafter, it slides downhill. Advertisers using the midnight radio air do so at a low price, even in the largest post-midnight radio markets. New York is a good example of this. There, WMCA maintains a spot an- nouncement (one minute) rate of $40 for a one-time announcement between 6 a.m. and midnight. Even though ratings take a definite jump (up 25- 50' \ I on WMCA at midnight when the popular, much-discussed Barry Gray Show goes on the air from Chandler's Restaurant, the one-minute spot rate in Barry's show is still a good buy at $40 apiece. On WNEW, the usual minute spot rate is $60 (except for some special participation shows like Make Believe Ballroom), from 6 a.m. to midnight; but the going rate for a single minute spot in the station's well-known Milkman's Matinee — one of the highest-rated post-midnight pro- grams— is only $30. WOV, which airs the Ralph Cooper Show from Harlem's Palm Cafe from midnight to 3 a.m., usually charges $25-$40 for a min- ute announcement during the day and night, charges $20 for a minute an- nouncement on Cooper's show — and considers Cooper the better buy be- cause of his big listening audience. In almost every case, sponsors pay considerably less for their after-mid- night announcement and program schedules than they do for comparable morning, daytime or evening schedules, on the basis of ratings, sets-in-use and price. Sometimes, an advertiser can even turn up a good buy like the pack- age of three announcements per night for a week for a total of $60 that's offered by Pittsburgh's WWSW. be- tween midnight and 3 a.m. on the station's 970 Club. Post-midnight hours are "marginal" time classifications — usually the last bracket and the lowest prices on a station's rate card. And, due to the fact that stations reach out further at night ( because of clearer atmospheric conditions, a longer reach with the '"sky wave," and fewer stations inter- fering), the after-midnight audience is often comparable in size to daytime. In other words, it's frequently a good far-reaching purchase. Viewed as a whole, after-midnight radio has made some strides in the past five years. According to figures of A. C. Nielsen, there has been a gain of some 2.5% in the total post-mid- night radio audience, covering mid- night to 7 a.m. (New York time) be- tween 1947 and 1951. Some losses have been sustained between midnight and 2:00 a.m. (the peak period of after-midnight radio), and gains have been made in the later hours. Why don't more sponsors use post- midnight radio? In some cases, it's because it just doesn't fit into an ad- vertiser's selling plans, and never will. In most non-user cases, the big stumb- ling block is lack of data. This is partly the fault of stations all over the country, since there is no network ra- dio operation at that time, and stations must carry the burden of proving the effectiveness of the medium. To some degree, advertisers are at fault, for (Please turn to page 73) ost-ntidnight audience, 1%. IV :cupation use wives srical & Sales Workers • nual Workers (all types) idents (not employed) !>fessionals, Executives vice Workers (all types) tired Persons ... _ employed % of total 25.6% 19.1 16.0 13.3 12.3 10.4 2.2 I.I Total 100.00% iurce: The Pulse, Inc., Spring 1951. \fter-midnight I7.S. listening, January 19i7 and 1!)51* Jan. 1947 Jan. 1951 Sets-ln- Jse Av. Radio Sets-ln- Jse Av. Radio N.Y. Time During Av Mm. Homes/Min. During Av Min. Homes/Min. 12-1 a.m. 9.9 3,554,000 7.3 3,059,000 1-2 a.m. 4.1 1,472,000 3.3 1,383,000 2-3 a.m. 1.5 539,000 1.5 629,000 3-4 a.m. 0.7 251,000 0.9 377,000 4-5 a.m. 0.4 144,000 0.6 251,000 5-6 a.m. 0.9 323,000 I.I 461,000 6-7 a.m. 3.0 1,077,000 3.3 1,383,000 NOTE: The use of N. Y. time is valid for nationwide checking, since 50% of the homes shown above are in the Eastern time zone, and 35% are in the Central time zone where the "midnight" pattern of listening generally starts an hour earlier than in the East. *Source: A. C. Nielsen 30 JULY 1951 27 »1 X V X sporting goods ignore the air SPONSOR analysis shows industry is missing good ad bet Amateur fishermen and hunters shelled out close to $4,000,000,000 last year for imple- ments of entertainment, according to a sporting goods industry estimate. Adding the take from wielders of ten- nis racquets, golf clubs, baseball bats, and similar sports equipment would make an even more impressive total. Yet, despite this very substantial pool of consumer dollars, manufac- turers of sporting goods are strangely backward in their advertising plans. Not one has a network radio or TV program, not one has a cooperative ad- vertising hookup with local retailers. The sporting goods industry is appar- entl) neglecting an opportunity to sell via the air which could be golden. Just why? These are some of the reasons advanced by leading sports goods manufacturers themselves for not doing a nation-wide, first-class, promotion of their products: 1. There are so many different sports items put out by the average firm that it "just couldn't afford" to promote them all nationally. Spalding A SPONSOR suggests "torture tests" (as in Spald ^H publicity picture) ere e natural for dramatized rac ^ TV plugs. But industry hat never tried this appro* Spawmg PRINT GETS MOST SPORTS AD MONEY; AIR SPONSORSHIP INCLUDES TENNIS, GOLF, FOOTBALL ONE-SHOTS BY SPALDING, WILSON and Wilson, for example, two leading equipment makers, manufacture base- balls, golf clubs, tennis racquets, foot- ball outfits, just to mention a few items. 2. Participation sport fans are spread thin over the country, require pinpointed advertising effort in sport magazines, next to sport sections in newspapers. One golf club maker puts the number of golfers at four to five million, with an average of four or five visits to the green a year for each player. He feels it's wasteful to reach this relatively small group of people via mass media, apparently had never looked into spot radio or TV. 3. There are so many companies in the business that no single one is large enough to make a "big splash." In the general sports field there's Spalding. Wilson, MacGregor-Goldsmith, and Rawling. Fishing gear manufacturers, who have the most lucrative segment of sporting goods business, split the take five ways: South Bend. Pflueger. True Temper. Shakespeare, and Airex. Even with 25.000,000 anglers licensed, competition prevents any of the five from getting much of a slice. 4. The traditional 40% mark-up doesn't leave enough "fat'' for a sub- stantial advertising budget. These may be sound reasons, as far as they go. But apparently forgotten by the sporting goods manufacturers is the fact that their market has bloom- ed saleswise, just in the past 10 years. A decade of higher living standards and sporting interests generated among former G.I.'s during World War II have lifted the sporting goods business into an unprecedented boom. A thorough. full-scale promotion of sports among average consumers could bring additional millions of sports fans into retail stores, SPONSOR believes on the basis of its analysis of the sporting goods field. There's been no such bold thinking in the industry, however. Instead, this is what manufacturers are doing cur- rently on the national level. Spalding lines up a special, hand- made network of some 35 radio sta- tions each September to broadcast ten- nis matches from Forest Hills. New York. A play-by-play description of the National semi-finals and finals and of the Davis Cup finals (when played in this country ) are broadcast all over the country. It's a natural for Spald- ing— their tennis balls are used in all matches, have been for years. Chief Spalding competitor. Wilson, similarly has sponsored the All-Star Baseball and All-Star Football games. The most recent broadcast activity by Wilson was its sponsorship of the Na- tional League Football Championship Game in December 1950. via TV net- work. Film commercials produced by Sarra. Inc. featured dramatic sport events from the lives of top athletes like Sam Snead, Babe Didrickson, Johnny Lujack. and Ted Williams. But Spalding's big push is a series of ''Sports Show'' ads, humorous car- toon treatments of famous or interest- ing facts about sports. They're drawn by cartoonist Willard Mullin. include such bits of information as: "A tennis ball has been timed at 85 m.p.h. . . . a puck off a hockey stick from 60 to 80 m.p.h. ... a thrown baseball at 98.6 m.p.h. and the initial velocity of [Please turn to page 65) Retailers have used radio successfully: Marshall Field, V/BBM, Chi.; Atlas, WWDC, Wash. 30 JULY 1951 29 REPS SOLD FEW AM SHOWS, HAVE HIGH HOPES FOR TV/ BARNETT (ELAIR), KEARNEY (THEN KATZ, NOW ABC), BROOKE (F&P) What's your TV choice: spot or net? Reps, TV webs are waging promotional battle over method of airing filmed shows. Here are argument* for both sides MkftB like David winding up for jm ;i ■_■..< .< 1 shot at Goliath, sev- eral of the country's leading television station representatives have been flexing their muscles against a big targel lately: television networks. Unlike David, the station reps are firing off some pretty heavy missiles. The basis of the arguments against net- work television by the station reps — spearheaded by Katz Agency, Blair- TV, and Free & Peters — are interest- ing, factual and vers persuasive to network advertisers in many cases. Nmiii mln action, sales executives and promotion men at the four TV webs are beginning to argue back. This is to be expected, since everyone is playing for high stakes — in fact, for millions in future billings. The pres- 30 sure i- i:ro\\ ini* imciIci . mil less. Din- ing the interim period before the lift- ing of the TV freeze and the appear- ance of a flock of new stations, the struggle will probably be decided. The crux of the controversy is this: With over 60% of the country's 63 TV markets served by only one TV station per market, clearing network time has become one of the biggest single headaches in video advertising. Few TV sponsors — live or film — get the kind of across-the-board time clear- ances they are accustomed to getting on radio networks. So far, the solu- tion has been to "go network" up to a point I the average is about half of 'Besides abovementioned screening new film series for sjiot Bale, other representatives such us 1'i'lry mid Radio Salt's are hard al work. the total station list on major new shows) and then to proceed on a kine- scope basis. Here, however, is the rub. \\ ben you do this, say the reps blandly, you are actually buying a spot TV operation at network prices. The use of kinescopes on a limited basis is necessary and understandable, they add, but when time slots vary all over the board and networks are ship- ping some 5,000 reels of kinescope film each week, major network TV adver- tisers are already major spot TV users. Why not. reps add, stop paying more money for something you can't get, and switch film programs over com- pletely to spot television? SPONSOR, well aware of the confused thinking on this subject, herewith pre- sents a roundup of the latest available SPONSOR information. It is hoped that this data, result of an intensive check-up of lead- ing reps, stations, agencies, and net- works, will act as a convenient yard- stick against which an advertiser can measure his future television plans. Who's affected? The station reps are not wooing every advertiser on the TV webs. For many sponsors, even the reps admit, network TV is better — under certain circumstances. Since networks are much more ac- tive in packaging TV shows than they have been in radio, a number of lead- ing advertisers are firmly wedded to a network operation, whether they like it or not. Networks, by and large, will never give a sponsor permission to take a live or film "house package" — like Amos 'n' Andy on CBS; Lights Out on NBC; Breakfast Club on ABC; Magic Cottage on DuMont — and make a spot operation out of it. Live network shows are less a target than filmed network shows, because of cost factors. Even with cost-cutting in film production becoming an art, shift- ing a program from a "live" to a "film" basis nearly always costs more. And, due to the nature of the pitch for spot, a program virtually has to be already on film before spot's attraction can work for advertisers. So, who controls or owns the show is of top importance. Whether or not the program is now on film is vital. The real target for the reps is the spon- sor who is firmly in the driver's seat with his show (either through direct control or through agency control), Spot or network for your filmed program? Arguments for spot TV 1. You can save from 10% up on your time costs by buying time slots on a spot basis. 2. Due to the difficulty of clearing new network time deals, advertisers are to all intents in spot note through their kinescope operations. 3. Even if a sponsor doesn't own his show or thinks the networks have them all tied up, more film pack- ages are becoming available, many through reps. Arguments for network TV 1. Networks will not give an adver- tiser permission to take a network- created package and put it on a spot basis via film, and networks still have the cream shows. 2. When you leave a network, you are dropping your franchise on choice network time. This will be increas- ingly important as time goes on. 3. Advertisers will lose the promotion and publicity values of the network, as well as the network's prestige and acceptance, if they leave. and has it on film or who can transfer it to a film basis without adding tre- mendously to his costs. I inn- costs In the cost category, reps present their most persuasive arguments for a purely spot operation, or a combined network-and-spot program campaign. In a booklet, "Straight Thinking on Television Costs," published by The Katz Agency, Inc., last March this was pointed up clearly : "For the same time on the same stations, you pay up to 19% less when you buy the period on spot than when you buy it on a net- work." It will be a surprise to many TV advertisers to discover that this is the case. When you buy network time, the rates are determined by the TV network involved. When you buy sta- tion time, the station is setting the rates. In the majority of cases, there is a differential — in favor of spot TV. Here's how it works out. A net- work's gross time charge for a given time slot is not merely the sum total of all the rate-card charges of the sta- tions involved, plus a profit for the net- work. Networks actually set an arbi- trary, theoretical "station rate" when quoting a price, and this is usually higher than the station's published (as in Standard Rate & Data) rates. Three examples with rates as of July SRDS: On WBAL-TV, Baltimore, an hour of Class "A" time costs $700 on a spot basis, $1,000 through the network; on WPTZ, Philadelphia, it's $1,000 spot, $1,900 network; on KNBH, Los Ange- les, it's $1,000 spot, $2,000 network. The Katz Agency points out in its booklet that time cost for a Class "A" evening half-hour, on a 52-week basis, was $671,580 on NBC's interconnected (35) TV stations. The same setup, on a spot basis, cost $563.305 — a saving of some 16%. (NOTE: These last rates are those (Please turn to page 62) 5JL Filmed fare like "Bigelow Theatre" can make jump to spot video Network-built shows like Arthur Godfrey's have to stay put at networks 30 JULY 1951 31 Stuart Chast> (above), author and lecturer, has written a score of books since 1925, mostly about the effect of science and economics on mankind. His specialty throughout has been the interpretation of complicated subjects and authorities to the general public. At 63, he is still actively writing away in his Connecticut home, still looking perceptively into the future of the U.S. How right was Stuart Chases \M prophecy on radio? Reader's Digest article had gloomy forebodings which haven't been borne out by the years Walter Patterson (below), v.p. of WKMH, Dearborn, has been actively in radio — with time out for Navy duty — since 1930. He has done everything trom managing stations to singing on a network show for Pillsbury. Radio vet- eran Patterson is due to take over a new station, WKHM in Jackson, Michigan, this fall, is still firmly confident of radio's importance in U.S. advertising. Not long ago, radio veteran Waller I Pat ) Patterson, vice president of WKMH, Dearborn, Mich., was rummaging about his sum- mer cottage up in Wisconsin. Deciding to catch up on his house-cleaning, he swept his hoary accumulation of yel- lowing magazines off the shelves and began tossing them into his outdoor fireplace. Then, while idly watching the prog- ress of the bonfire, he happened to pull a partially burned Reader's Digest of June. 1928, out of the licking flames. His eye caught an article, entitled "An Inquiry Into Radio/" It was written by Stuart Chase, the social economist. semantician. and literary Jack-of-all- trades. Patterson chuckled his way through the ominously prophetic piece. And he was so intrigued, he sent SPON- SOR excerpts from the ('base prophecies — wriltcn when the new medium was a lust\ infant but eight years old — com- paring litem with radio's actual status today. sponsor believes the comparison ought to arouse the nostalgia of old- time radio advertisers, the interest of newcomers to the industry. So here- with are Chase's forebodings, followed by Pattersons commentary : CHASE: "In January, 1928, Dodge Brothers brought out a new Victory model, and heralded its birth with a Victory Hour on the radio. That hour cost the motor manufacturers $60,000. or $1,000 a minute. Will Rogers in California, Paul Whiteman and his band in New York. Fred and Dorothy Stone in a Chicago theatre dressing room, and Al Jolson in New Orleans — all blended their voices in the biggest book-up ever attempted. ' 'I am inclined to sit in admira- tion,' said David Belasco. 'of the mind which could vision such a stupendous undertaking!' "Some of us are not only inclined to sit; we are inclined to complete pros- tration. The event was unparalleled. The only question is whether Dodge sold any more cars by virtue of it." PATTERSON: "By examining to- day's network rate cards, it's interest- ing to note that, at this time. Chrysler 12 SPONSOR mm m*S \ # 6 s^-*^y. 1921: COMMERCIALS STARTED; FIRST WJZ STUDIO IN FACTORY LADIES ROOM. 1928: CHASE SAID "DIRECT" SELL WAS PASSE Corporation (Dodge) could get the vastly increased coverage of a truh nationwide audience — with a program featuring comparable artists for the same money. This — a happy situation indeed after 23 years of rising prices — remains about the only historically unaltered fact from Chase's article. "The question of whether 'Dodge Brothers sold any more cars by virtue of it' can be answered by the fact that, in 1950. auto companies in the U. S. Announcing the National Broadcasting Company, me. National radio broadcasting with better programs permanently assured by tbls im- portant action of the Radio Corporation of America in the interest of the listening public « hfMHtafj W*. .. Chase wrote 2 years after NBC was born in 1926; but was gloomy about air possibilities spent $9,641,400 in network radio and TV programs."' CHASE: "The total annual broad- casting bill of the U. S. is $15,000,000. By whom is it met? Primarily by ad- vertisers. It must be worth enough to somebody, somewhere, to pay the op- erating outlay. Americans are not dis- tinguished for being in business for their health."' PATTERSON: "In 1950, the broad- cast industry's gross billings approxi- mated $676,000,000. An additional $83,772,000 was spent in TV— or a total industry figure of over $759,000.- 000." CHASE: "Back in 1920, when broadcasting began, the usual program used to be a little music, a good stiff sales talk, a little more music. The eager fans, stupefied with the sensa- tion of getting anything — even a hic- cup— out of the air, were ready to take greedily whatever came along. "With the coming of better equip- ment, the radio audience began to lis- ten more critically. To hear a concert reft in the middle by a talk on gro- ceries was not too enjoyable. "Fans began to protest at the "pun- ishment.' And the big stations began to swing toward 'good will' advertis- ing. The A & P Gypsies no longer chanted of chainstore service. They did their stuff, and hoped the listener would not forget that the A. & P. was providing it. The small fry, however, still cling to the knock-down-and-drag- 'em-out tradition. By spinning the dials a bit. you can still hear any amount of direct advertising." PATTERSON: "The 'little music, a good stiff sales talk, a little more mu- sic' still seems to be an accepted for- mula for broadcasting. The 'better equipment' and more critical listening have undoubtedly been the democratic l Please turn to page 70 I Royal Typewriter still promotes famous fights in dealer mailings; Chase in 1928 called it waste 30 JULY 1951 33 HE ©SPONSOR Publication* Inc. This is last installment of Herbert True "TV Dictionary /Hand- book/' Complete dictionary will be available in book form Contributors and Consultants . . . DR. CHARLES ALLEN, Research Director, Medill School of Journal- ism, Northwestern University, Evanston, III. A. H. BAEBLER, SR., St. Louis District Manager, Alexander Film Co., Colorado Springs, Colo. WILLIAM S. BALLINGER, TV Producer, Campbell-Ewald, N. Y. BOB BANNER, Director, "Fred Waring Show," CBS-TV RALPH S. BING, Pres., Bing & Haas Adv., Cleveland WILLIAM J. BREWER, Radio-TV Dir., Potts-Calkins & Holden, K. C. CAROLINE BURKE, TV Producer, NBC-TV, N. Y. EARLE DelPORTE, Projection Supervisor, KSD-TV, St. Louis HARRY DIETER, Radio-TV Bus. Mgr., Foote, Cone & Belding, Chicago MERWIN ELWELL, Art Director, NBC-TV, N. Y. HUDSON FAUSSETT, Director, "Armstrong Theater," NBC-TV, N. Y. WILLIAM D. FISHER, Radio-TV Director, Gardner Adv. Co.. St. Louis DON FORBES, Manager of Program Operations, KLAC-TV, Hollywood ROBERT GOULD, Prog. Director, WBAP-TV, Fort Worth NORMAN GRANT, Director of Staging Services, NBC-TV, Chicago KEITH GUNTHER, Producer-Director, KSD-TV, St. Louis ROBERT B. HANNA, Station Manager, WRGB, Schenectady SHERMAN K. HEADLEY. Dir. of TV Operations, WTCN-TV, Mpls. GEORGE HEINEMANN, Operations Mgr., NBC Central Div., Chicago ARTHUR JACOBSON, Program Manager, WNBO, Chicago LYN KING, TV Director, NBC-TV, Chicago LADESH, Producer-Director, WDAF-TV, Kansas City, Mo. GENE M. LIGHTFOOT, Radio-TV Director, Evans & Assoc, Fort Worth CARL LINDEMANN, "The Kate Smith Hour," NBC-TV, N. Y. CHESTER MacCRACKEN, V.P., Radio-TV Production, Doherty, Clif- ford 4 Shenfield, N. Y. DON McCLURE, Mgr. Radio-TV Production, McCann-Erickson, N. Y. IVOR McLAREN, TV Director-Producer, ABC-TV, Chicago ROY W. McLAUGHLIN, Station Manager, WENR-TV, Chicago HARRY W. McMAHAN, Exec. Producer, Five Star Prod., Hollywood HOWARD NEUMANN, A E Chg. TV, Lowe Runkle Co., Okla. City RAYMOND RICH, TV Prog. Mgr., WDSU-TV, New Orleans LEE RUWITCH, V.P., General Mgr., WTVJ, Miami BILL SCROGIN, Mgr. Service Dept., United Film, Kansas City, Mo. DICK STEELE, TV Coordinator, NBC-TV, Chicago BURR TILLSTROM, Creator, "Kukla, Fran & Ollie," NBC-TV GERALD VERNON, TV Manager, ABC-TV, Chicago WALTER WARE, TV Production Supvr., Duane Jones, N. Y. BEULAH ZACHARY, Producer, "Kukla, Fran & Ollie," NBC-TV 34 np««Jk Here's the fifth, and last, installment of Herbert | Iff rrue's 1951 "T\ Dictionar) Handbook foi Sponsors." It brings to 33 the number of magazine pages devoted to this up-to-date version. Bv contrast, the three-installment 1950 edition filled a mere seven pages — only one-fifth or so the size. The burgeoning vocabulary of television's technicians is proof of the medium's rapid growth. It's also a stead- ily rising hurdle to the uninitiated. What would you say. for example, if a TV director aimed this suggestion at you: "I think we should segue those two musical numbers to increase our spread — otherwise we'll run over." You'd probably agree if you knew the English trans- lation, which goes, approximately: "I think we should go straight from one musical number to the next without any break; this will take less time and give us some extra seconds leeway. As a result the show will finish within the allotted program time and not be cut off be- fore it's finished." sponsor has, it hopes, safely rescued its readers from any such pitfalls as the fictitious one above. For long- term insurance, send for a complete copy of Herb True's "TV Dictionary /Handbook for Sponsors." In addition to word definitions, there are valuable listings of such things as TV sign language used by directors, cameramen. The box at left lists TV executives who aided dictionary author Herbert True, who is himself a radio-TV writer- producer with Gardner Advertising Company, St. Louis. • The complete "TV Dictionary /] I andbook for Spon- sors" in book form will be available to subscribers on request. Price to others $2.00. Bulk rates on request. SPONSOR of a p of an i SCENE used ir meats SCENES ery is r in use. SCHEDl 30 JUL {Continued) R.P.M. Revolutions per minute. A phonograph record revolves at 78 r.p.m, a transcription at 33% r.p.m. RUN OVER ( 1 ) When a show goes past the scheduled time for ending. (2) To review, retake or re-rehearse a portion of a scene, situation, or show. RUN THROUGH Usually the first com- plete rehearsal by cast on camera. RUNNING SHOT Also trucking. Pic- ture in which the camera is dollied along with the talent or action. RUNNING TIME (1) The absolute tim- ing of a TV show or script page by page on last rehearsal. Running time is usually marked every 30 seconds. (2) Length of time a film or kine will run at its correct TV speed. RUSHES First prints from a film usu- ally developed overnight so producer or client can examine film production of previous day. RWG Radio Writers- Guild. SAMPLE Used to denote a representa- tive segment of TV homes or viewers whose TV tastes, opinions, and habits are taken as representative of all such families or viewers in the area selected for examination. SANNER DOLLY Also type used by ABC -TV known as Huston crane cam- era. Very finest TV crane arm or boom type dolly which has boom arm ap- proximately 9' in length, rotates freely through a full 360° horizontal circle, full 360° pan and tilt circle; obviously extremely versatile. ( Horizontal direc- tions are usually given by hour: 9 o'clock, right angle left of dolly; 12 o'clock, straight out from dolly; ele- vated directions by degrees: 1,000, highest elevation, 0, on the floor). SCAN or SCANNING The electronic analysis of the optical TV image into a series of parallel horizontal lines traced from left to right in sequence from top to bottom. SCENARIO A script or idea breakdown for a TV show describing story and action. Usually applies to a TV film rather than live show. SCENE (DA single sequence in a TV show which may consist of one or more shots. <2) The setting for the action of a play or situation. <3> A division of an act, play, or show. SCENE SHIFTING Various techniques used in changing locales or time ele- ments of a play. SCENERY DOCK Place where TV scen- ery is received and/or stored when not in use. SCHEDULE <1) TV or radio station timetable. All live, film commercial and sustaining TV operations are governed by the schedule. (2) A complete TV or radio broadcasting and promotional campaign. SCHIZOPHRENIC Occupational buga- boo where TV talent or personnel has two or more rehearsals or shows sched- uled at the same time. SCHMALZ IT A command by the TV director to talent and/or orchestra to do show or scene in super-sentimental style. SCHUFFTAN PROCESS Famous movie technique of shooting action on a set, only part of which is constructed in full size, the remainder being con- structed in miniature and photo- graphed in a mirror. Also Dunning Process: Another device originated in movies < adapted to TV) for combining the performance of an actor in a studio with a background filmed elsewhere. In film a yellow- toned positive print of the background scene is threaded into the camera in front of a panchromatic negative, and the actors, lit with a yellow light, per- form in front of a brightly-lit purple- blue backing; since the blue is comple- mentary to the yellow, wherever blue light from the backing meets the yel- low-toned film it is absorbed in pro- portion to the density of the yellow, and a print of the yellow image is thus recorded in reverse on the negative; wherever the actors move in front of the backing, however, they prevent blue light from reaching the film, their own yellow-lit figures recording in its place. (In TV a new technique known as Vistascope.) Vistoscope: An optical device contained in a simple, box-like case which fits snugly in front of the lens of any tele- vision or film camera. Through its use and an 8" x 10" picture of scene de- sired, live actors performing on a bare stage or in an open field can be pre- sented to a television or film audience, either "live" or by means of film, in what appear to be settings duplicating any structure or scenic site in the world required by the show's locale and script. Leased through Vitascope Corp. of America, RKO, Culver City, Cali- fornia. See Vistascope and Telefex. IijCOOP To start pickup or image trans- mission late with camera shots, sound, etc. hitting the air after the beginning of a show, thus causing the viewer to miss the opening action, music, and lines. SCOOPS Large flood or kleig lights used in TV studios, usually 5 KW. SCORE Music for a TV show or com- mercial. SCRATCH PRINT A rush or quick print that is used for editing. SCREEN (1) Fluorescent face of the picture tube in a receiver or monitor. <2) A retractable backdrop or wall screen used in conjunction with a pro- jection-type background. SCRIPT Complete written guide for TV show, commercial, film, or kine. Synonym for continuity. Term gener- ally used in preference to scenario. SCRIPT GIRL TV director's assistant handling script preparation, clearance, editing, etc., and frequently timekeeper and prompter in dry runs and camera rehearsals. SECONDARY RELAY Use of second micro-wave relay on TV remotes where direct relay is geographically impossi- ble. SEGUE Pronounced seg-way. Usually the transition from one musical num- ber or theme to another without any kind of break or talk. l \\ Among the myriad items that serve to confuse me in television, there's the (seemingly) simple question: is it cheaper to buy a group of channels locally or on the network? Last week, faced with this query, I received a two- color bulletin from the Katz folks, who represent a number of channels. They maintain that you can save 19% by purchasing your time from the chan- nels themselves rather than through a network. What gave me pause to ponder was (a) Katz gave as an example of this local-purchase policy an account which I was close to that had just abandoned its local approach for the antithesis; i.e. moved to network; and (b) there was no mention of the cost of film prints which can run into real money (at about $40 per half-hour program) . True, it is possible to "bicycle" your prints; that is, buy a minimum and send the same ones from channel to channel. But, from my experience, this staggers more than the schedule; it staggers everyone: advertiser, agency, PRODUCT: Heed (Pharma-CraU Corp.) AGENCY: Ruthrautt & Ryan, N. Y. PROGRAM: Announcements TV, being more graphic than radio, offers boundless opportunity to become repulsive when treating a subject such as perspiration (or "sweat" as they blatantly refer to it in the newspapers and other less delicate media). Somehow, a product known as Heed (I can see the meetings that were needed to settle upon this cognomen) has developed a hard-hitting approach to a danger-ridden subject without ever really stating what it's talking about. Heed resorts to the trite (in Ad-land, that is) situation of a lovely looking gal whose escort is less than batty about her. The reason is you-know- what. You-know-what is gimmicked up and paraphrased by a slick optical plus whis- sound-track that states "Because of that!" Since you-know-what is "that," the ad-wrilet- repeal it twice more compound- Station crew, et al, since you ve always got different shows on in different areas and your schedules never begin nor end at the same place. Your sum- mer hiatus, for instance, is a problem for an Eddington or a Jeans. And if you want to break a price-change or announce a new model simultaneously across the country, you might as well cut your throat because if you don't someone else will do it for you. My good friend (until 1 ask him for a half-hour in a one-channel market), Jack Harrington of Harrington, Right- er and Parsons, who knows his way around this business of selling local TV time, tells me the Katz story and figures are correct. Nonetheless, until I get more facts ( including a refutation of a bulletin from BBDO's timebuying staff) I still won't believe everything I read. As an addendum to the above — keep in mind that you've also got to have your show on film or the business of buying locally isn't feasible. And, of {Please turn to page 61) ing what they feared was obscurity into the fully obvious. The situation, casting, and dee-vice are all sound enough, I'm sure. But I can't recall even one tiny "reason-why" in the copy and according to the book on advertising that I read, "reason-why" helps to set a product apart from competition. As it all now stands, Heed may be doing too generic a job. PRODUCT: Gillette Safety Razor AGENCY: Maxon, Inc., New York PROGRAM: Boxing, NBC-TV For several years now, I've been laboring under the delusion that those Gillette cap- sule dramas were too contrived and thus too phoney to win anyone's confidence. In fact, I would make bawdy remarks when those boys on the poop deck, the explorer, and the epee expert in these 30-second epics whipped from location to bathroom. But I take it all back now. I'm just a cynical Madison Avenue copywriter who thinks that nothing but Indians live west of Tenth Avenue. The reason for this admission — and my drastic change of heart — lies in a bit of a personal anecdote. If you'll draw- up a chair, I'll spin my yarn. . . . I flew down to Baltimore the other day and when I climbed out of the plane I was informed my packages were lost. So I had to stay overnight with nothing to do but wait for the packages and make a depth survey of the local martini situation. That next morning I had no razor but an account man who was along (I'm never allowed out alone) sent a bellboy down to the hotel drugstore for a razor. Up came the Gillette job I'd been hearing about so often and I knew how to open the top, hook the blade on, and close the thing. I shaved like the gents in the films and, although I didn't win any girls, I looked as good as ever once the operation was complete. The moral being — I knew everything about the product the ad- vertiser had wanted me to — and I felt that I was equipped with an old friend when it came to the room despite the fact that I use a different product at home. Hence my change of heart, as mentioned. PRODUCT: Lilt (Procter & Gamble) AGENCY: Biow Company, New York PROGRAM: One-minute announcements Lilt, Proctor and Gamble's home perma- nent, has the good fortune to have as its spokesman Jinx Falkenburg in a series of films that are most convincing as well as appealing. Devoid of gimmicks either op- tically or in the sound-track, they make the direct approach of selling, relying upon the personality of the "announcer." In this case, she more than lives up to what is asked of her. For Jinx has poise and charm as well as the ability to put across a sales-story in a thoroughly intelligent way. Having worked with her, I know this to be the result of equal parts of native ability and headwork; in other words, confident as the lass is, she masters her lines which enables her to give the best emphasis to each sales point. I might also add what is perhaps unnecessary — she is awfully nice to look at. In one evening I saw two of the Jinx-Lilt series, and the one that used her solo, in contrast to the one with the blonde (and speechless) model, seemed far better to my mind. But there again I'm prejudiced since I think adding gals to Jinx is gilding the lily. The Lilt spots prove again, if proof is needed, that the more direct you are, the more the burden on your salesman. But if he, or she, has the ability to shoulder this burden — you're in business! (Next issue: Radio Commercial reviews) 42 SPONSOR News Editor Jack White's top-rated newscasts pull millions of listeners for Peter Paul, Inc.* Auto-Owners Insurance Co. and Michigan Milk Producers Assn. Wrhite is heard at 8:00 A. M. and 12:45 P. M., Monday thru Saturday. -W * MICHIGAN listens... MICHIGAN buys... the GREAT VOICE Large listenership means large sales of PETER PAUL MOUNDS candy bars. of the GREAT LAKES By every standard of measurement, Jack While is Michigan's most popular daytime newscaster. Here's another example that quality programming is the sure way to listener preference. And listener preference, combined with WJR's dominant 50,000 watt clear channel voice, assures advertisers of intensive penetration of the market . . . maximum results in sales . . Remember . . First they listen . . . then they buy! Represented Nationally by Edward Pelry & Company Radio — America's greatest advertising medium 30 JULY 1951 43 ...for delivering listeners, SALES on your lively music ond personality show. Thanks to your "Katy Ellen" show, KTIN proved to be our best dollar buy in the Denver market"* 'national advertiser's name on request. KTLN offers you prime coverage of the cream of the rich Rocky Mountain area, including all of the Denver market, with Koty Ellen and a host of other programs slanted to the housewife. KTLN is non-directional— the LARGEST independent station in the largest market without television. for availabilities wire, phone or write or Radio Representatives, Inc., John New York, Chicago, Buchanan Los Angeles, KTLN San Francisco Denver KTLN 1000 WATTS DENVER'S only independent non-directional station ,0 °f^ f This SPONSOR department features capsuled reports ot broadcast advertising significance culled from all seg- ments of the industry. Contributions are welcomed. WHP frequency change successful promotion gimmick Stations planning on a frequency all downtown theatres; 5,000 postcards change can take a tip from WHP. Harrisburg, on how to get the most out of their promotion. And. at the same time, tie in with advertisers to share the publicity. Neat promotion marks WHP's new frequency Recently when WHP moved to 580 on the dial the day of the move was proclaimed 580 Day with this heavy campaign heralding the switch: satura- tion schedule of announcements and announcing the move mailed to listen- ers; contests; free rides on Harrisburg busses at 5:80 p.m. 1 6:20) if passen- gers said "580'" when boarding bus; airplane balloon bombardment, many bearing lucky 580 tag (bearer collect- ed $5.80 on presenting tag to WHP). WHP advertisers tied-in with ads daily for one week in Harrisburg pa- pers. Typical ads were Miller's Fur- niture Store offering $580 worth of prizes; contestants simply filling out a card with winners determined bv a drawing held at Miller's. The station carried about 20 newspaper ads in Harrisburg, Lancaster, York, Lebanon and Columbia. Bowman's, a leading Harrisburg store, featured WHP's move with *'WHP's new dial-address. . .for finer entertainment at the twist of the dial ... be sure to turn to 580!" So successful was the frequency change that Abe Redmond. WHP een- programs; bus cards; placards; a eral manager, was called Mr. 580 by movie trailer between each show in everyone he met on the streets. * * * Sponsor good trill recipe: performance plus pancakes A three-theatre farm show is the latest in sponsor promotion-goodwill efforts. Its novel arrangement: the collaboration of Centennial Flouring Mills Company of Spokane; their KXLY farm broadcaster, Ernie Jor- genson ; home economist Celia Lee, and three theatres in Sandpoint, Idaho, managed by Floyd Cray. The show, called Country Store, runs each spring; this vear's being the second in the series. Featured are amateur performers plus interviews on stage of farm folks with the interviews recorded and later presented on KXLY. The main performance ibis year was ;il the Panida Theatre with the goings on piped to the other two theatres. Jorgenson reports a packed house at llii- \ eai - session. Hot music and pancakes for KXLY listeners Climax of the show: pancake sta- tions are set up in the theatres with the audience getting them hot off the grid- dle: made with Centennial flour, of rnnrcp X w "w 44 SPONSOR Simutel enables sponsors to pretest TV shows, pitches Advertisers are now pre-testing and seeing exactly how their film shows and commercials look when received on a home TV set. The method: Simutel or simulated television; it was developed about a year and a half ago by Edward Petry & Company and is now installed in specially built studios in their Chicago and New York offices. Since the device was developed, some 500 advertisers and agencies have Sponsors preview availed themselves of the tool, Among them: J. Walter Thompson; Dancer- Fitzgerald-Sample; H. W. Kastor & Son; BBDO; Duane Jones; Benton & Bowles; American Family Flakes; Ekco Products; College Inn Foods; and Peter Paul. Andrew L. Rowe, vice president of Elgin Watch, comments on the TV testing situation : "We discovered early that direct-view projection on beaded screens gave a false picture — too much clarity, definition and illumination. . . a preview on the monitor system of a TV station didn't give the same effect as when the picture was actually aired . . .films run during test pattern time proved inconvenient, cumbersome, and difficult. "After a series of auditions, the Petry Simutel televiewer was found to be the best answer yet to pre-testing films. Before any television commer- cial film is released by our agency to TV stations we are absolutely sure now that we know what the film is going to look like when sent into the homes of America's television viewers." • • • TV stations countrywide get Washington news fast Local and regional TV stations can now get Washington news coverage in much the same manner that Washing- ton correspondents provide local news- papers with Capital news. The plan: a Washington television "news bureau" conceived by Colonel Ed Kirby, former Peabody Radio Award winner, and or- ganized by Robert J. Enders. president of the Washington advertising agency bearing his name. Enders says of the need for this type service: "Obviously the networks can no more provide local and regional cov- erage for their affiliates than can the wire services for their member sta- tions. And the independent station has an even greater need for this localized Washington service." The bureau, staffed with 10 camera- men and news editors, provides each subscriber station with a seven-minute sound-on-film coverage of Washington highlights, five times a week. Film is processed, edited, and sent by air ex- press, available for showing the eve- ning of the same day in most parts of the country except the Pacific Coast, which gets overnight delivery. Stand- by films are distributed in advance for days when bad weather slows delivery. A unique feature of the daily Wash- ington film strip is a 30 or 60-second cut-in by some Congressman, newspa- perman, or person prominent in the subscriber-station area. Subscriber sta- tions may also call upon the bureau on an assignment basis to provide spe- cial coverage. Cost to a subscriber station is at the rate of one-half of their Class A 10- minute time with a minimum of $75 and a maximum of $250 for the regu- lar service. The films become the prop- erty of the individual stations and may be shown as many times as desired without further cost. • • * Briefly . . . Radio executives from stations throughout Louisiana met recently at a BMI program clinic held in New Orleans. The purpose of the clinic : to promote better all-around station pro- ( Please turn to page 79) For your 16 mm. industrial film requirements use Precision . . . • Over a decade of 16 mm. in- dustrial him printing in black and white and color. • Fine grain developing of all negatives and prints. • Scientific control in sound track processing. • lOO^r optically printed tracks. • Expert timing for exposure correction in black & white or color. • Step printing for highest pic- ture quality. • Special production effects. • Exclusively designed Maurer equipment. • Personal service. PRECISION FILM LABORATORIES, INC. 21 West 46th St., New York 19, N.Y. JU 2-3970 30 JULY 1951 45 quiz ft or TV (Ci economy -minded advertisers: Which of these film television shows are Spot Programs? Which are Netivork? ere: SH. vie All of these shows on television last season had lots in common. All were done on film. All had multi-market dis- tribution. But three of them (1, 3 and 4) were Spot program campaigns. This test ought to convince you there's nothing on the viewing screen that labels a show a "Spot program." Spot programs come live and film . . . come in practically every entertainment category ... in every time segment. The viewer just can't tell the difference. But your treasurer can tell the difference-because he saves money in television with Spot programs. Saves on facilities charges. Saves enough to pay for the extra film prints involved and their distribution. For Spot program rates are generally lower than network rates for the same period . . . over the same stations. And your sales manager knows the difference. Be- cause with a Spot program television campaign he can pick and choose the very markets he wants. In Spot program advertising there are no "must" stations . . . no minimum station requirements. And your advertising manager knows. He's a more profitable customer to the station. So he gets wholehearted station cooperation . . . finds that stations clear time more readily. Now you know, too. If you'd like to know more, simply call a Katz representative for the full story on Spot pro- gram advertising. Ask him how much money you can save. You'll see that . . . you can do better with Spot. Much better. 1. The Bigelow Theatre 2. Groucho Marx S. The Cisco Kid 4. Wild Bill Hickok 5. Fireside Theatre 6. Gene Autry 7. Horace Heidt E KATZ AGENCY, inc. Station Representatives NEW YORK • CHICAGO • DETROIT • IOS ANGEIES • SAN FRANCISCO • ATLANTA • DAltAS • KANSAS CITY 46 SPONSOR TV DICTIONARY {Continued from page 35) SHADING Technical operation per- formed by engineer to eliminate the spurious signals from TV camera pro- duced by tube characteristics. Of great- est importance when using older mo- tion picture films due to their high contrast elements and subsequent in- creased production of spurious signals. SHADOWING To simulate by trick ef- fect a natural shadow that cannot ef- fectively be created through use of TV lighting alone. SHARE-OF-AUDIENCE The percent of viewers watching a given show or sta- tion based on the total of sets-in-use. SHOCK VALUE TV writing technique which utilizes visual prop, set, or even sound to attract audiences' initial at- tention to commercial, action or show. SHOOTING-OFF-OVER To take in areas in a given camera shot that are not wanted or that are beyond the hori- zontal or vertical limits of set. SHOOTING SCHEDULE Film term meaning the shots are not in the order in which they will finally appear, but in the most convenient shooting order. SHOOTING SCRIPT ( 1 ) Final TV script with all camera shots, lights, music, miscellaneous information included. (2) Complete film script divided into script-scenes and containing all neces- sary technical instructions for shoot- ing. SHORT VOICE A voice with a narrow or restricted range. SHOT A single continuous pick up of the TV camera. SHOW Usually the entire telecast pre- sentation or program. SIGNAL Any acceptable transmission and pick-up of TV picture and sound. SIGNATURE or SIG The specific title, picture, typography, theme song, mu- sic, sound, or catch phrase, or even tal- ent, that regularly identifies a specific TV show. SILENT SPEED Speed of 16 frames per second as opposed to 24 frames in sound film. The speed of silent film can be projected on standard machines SIGN LANGUAGE FOR TV Directions to Talent Sign Increase volume of speech. Move hands up, palms up. Decrease volume. Move hands down, palms down. Begin your action or speech. Point directly at actor or talent. "Stretch it out." Draw hands apart slowly, as in stretching a rubber band. Speed up action or delivery. Rotate hand, with index finger extended, clockwise rapidly. Hold present head position for camera. Hold palms of hands on face cheeks. Move head or body position. Move own head with palms of hands in direction and position desired. Move away from camera. Move hand away from face. Move toward mike. Move hand toward face. Cut, or stop speech or action. Draw index finger across throat ("cut throat" motion). Move left. Swing own right hand — arm flag- ging motion. Move right. Swing own left hand — arm flag- ging motion. Avoid provisional cut. Tap head. Watch me for cue. Point to eye. Give network cue. Show clenched fist to announcer. Fade-out from set and make exit. Lower hands slowly, palms down, turn clenched fist slowly. Make entrance. Clenched fist, thumb up — to tal- ent direct cue. O. K. Form circle with thumb and fore- finger— other fingers extended. Questions, Answers, to Control Room, Stage Manager, Etc. Sign Is show running on time to planned time allotment? Crook index finger over nose bridge. The show, scene or action is pro- ceeding as planned. Touch nose. How much time? Point to watch on wrist, or to where watch would be on wrist. One minute. Hold up one finger. Tioo minutes. Hold up two fingers. Three minutes. Hold up three fingers. y2 minute Cross fingers in middle. How is audio or sound? Point to ear with forefinger. How are lights, spot, or lighting arrangement? Cup hands at each side of eyes binocular fashion. Report to Control Booth or Stage Manager Sign Camera cables tangled — change camera blocking. Twist arms together, hands out, in direction of stage manager or control room. Grid, lights or mike too low for elevated boom camera shot. Hold palm of hand flat on top of head. 30 JULY 1951 47 and will operate with the standard film camera chain for television. SILL IRON or SADDLE IRON Narrow metal strip spanning the opening be- tween the two legs of a practical door or fireplace flat to strengthen it and keep its measurements regular. SIMULCAST (1) A combination AM and TV show. (2) To televise a show at the same time it is being broadcast on radio. SINGLE SYSTEM Sound and picture recorded on the same film at the same time. SITUATION Synonymous with plot, or setting sometimes. Problems to be solved in a story or drama and the various characters' reactions to the situation. SITUATION SHOW To base a whole show or performance on the location or circumstances that exist at the time, such as the Alan Young Show. SLAP BASS Direction to musician to play bass violin by slapping the strings. SLAPSTICK Milton Berle, Jerry Lewis type of TV comedy relying on fast ac- tion, mugging, and broad knockabout humor. May frequently embody chases. SLIDE Usually refers to still art work, titles, photographs or film which are picked up or projected upon camera tube. Basically there are two different kinds of slides, transparent or opaque, the size of which varies according to station projection method used. Transparent Slide: also called transpar- ency, meaning light is projected through slide. May be 2" x 2" on a single or double frame of 35 mm. film usually mounted in cardboard or glass. Another size transparent slide is 4" x 3y4" with a V2" masking applied on all four sides, and in this case all lettering and art work should be at least Va" from the edge of the mask on all four sides. Opaque Slide: also called Balop slide or card. Is solid, opaque (you can not see through it) and these are usually 3" x 4", 6" x 8" or any over-all dimen- sion in the ratio of 9 x 12. No mask- ing is required, but all lettering and art work should be at least %" from outside edges on all four sides. Any photographs used in opaques should be dulls, not glossys. Size of letters on opaque slide 9 x 12 should be %" or larger to be received effectively. Opaque slides, lettering, etc. should have a background of Miller gray with poster white and any good black for effective video reproduction. SLIDE WHISTLE or SLOOP WHISTLE Comedy effect used to point up humor- ous falls or jumps. Has an ascending or descending continuous note. SLOW MOTION The slow movement of objects which are produced by filming more frames per second than are pro- pected per second. ab SMPE Society of Motion Picture En- gineers. SNAP (1) Descriptive term defining right proportion of contrast and sharp- ness in a TV picture. (2) Cue to pro- jectionist to change slides. SNAP SWITCH An instantaneous cut from one camera to another. SNAPPER 1 1 1 An extra incentive to get the TV audience to react or buy a special product. (2) The pay-off of a script. (3) The final line of a comedy routine. SNEAK Very gradual fades of music, light, sound, dissolves, etc., whose be- ginnings or endings are barely percep- tible. SNOW The flickering of small lights and dark particles giving the effect of snow on the picture. SOAP OPERA Serial programs such as One Man's Family, The First One Hun- dred Years, etc., usually sponsored by soap companies. SOCK IT Also hit it or punch it. To speak a word or line very forcibly. S.O.F. Sound on film. SOFT FOCUS Soft and slightly hazy effect obtained by shooting subject slightly out of focus. See out of focus dissolve. SONG PLUGGER Usually a music pub- lisher's representative who promotes his firm's songs to TV talent, stations, agencies, etc. SOTTO A direction to talent or per- sonnel to speak softly. SOUND Man: Technician who pro- duces, either manually, electronically or by recordings, ingenious and realis- tic sound effects. Table or jeep: A mov- able table for sound effect devices to be created in limbo. SOUND DISPLACEMENT Difference in position on film between picture and its accompanying sound. 35 mm. film sound is 20 frames ahead of its picture. 16 mm. is 26 six frames ahead. SOUND TRACK That portion of 16 or 35 mm. film that is devoted to the re- cording of sound. SOUR 1) Any off-pitch voice or in- strument that fails to come up to ex- pectations. (2) A TV show of poor quality in content or talent. SPACE STAGING To plan or place scenes advantageously so that camera and mike coverage can be easily han- dled in one studio or by a limited num- ber of cameras. SPECIAL EFFECTS Miniatures, diara- mas, and various electrical and me- chanical devices used to simulate im- pressive backgrounds, massive titles, etc. Any trick device used to achieve scenic or dramatic effects impossible of actual or full-scale production in the TV studio. SPECIAL EVENTS TV programs of great news interest, usually not regu- larly scheduled, e.g., sporting events, meetings, parades, Senate crime hear- ings, MacArthur's arrival, etc. SPECS Short for "specifications," the dimensions and/or cost of set, back- ground, etc. to be used on TV show. SPELL A LINE or SPELL AN ACTION To deliver an action or a line meticu- lously accenting each movement and/ or enunciating clearly. SPIEL or SPIELER The commercial and the announcers or talent who deliver the commercial. SPILL Light or glare overflowing from one scene or set to another to destroy light balance. SPLAYED Flats, lights, props, etc. set at an acute angle, rather than parallel with the background in a TV set. SPLICE To join together two pieces of film with film cement; also the joint itself. SPEED il) Amount of light trans- mitted on camera lens. < 2 > Speed film passes through projector; two normal speeds, or 16 frames per second for silent; 24 frames per second for sound film. TV film is usually projected 24 frames per second and electronically upped to 30 frames per second in the TV system. SPLIT FOCUS Adjusting the focus of TV camera midway between two sub- jects when one is in foreground and other in the rear. Usually done in two- shots to give both subjects equal dra- matic value. SPLIT-SCREEN PROCESS Also called split frame. Process used in making a shot of an actor playing a dual role. In films the shot is made in two phases. In the first, part of the frame area is masked, the actor playing his first role in such a position as to regis- ter on the exposed portion of the film. In the second, exactly this exposed part is masked, and the actor plays his second role so as to register in the remaining portion, now exposed. The two combined give the desired effect. In TV this effect is usually accom- plished with the aid of superimposures, dissolves, overlaps, and mirrors. SPONSOR 1 SPONSOR One of the 100,000 or more advertisers in America who use TV and/or radio to acquaint and sell the public their individual products and services. S.I. or SPONSOR IDENTIFICATION Al- so sponsor identification index < S.P.I. I . Percentage of regular and/or irregu- lar viewers of a TV show or personal- ity who can identify the name of the sponsor or are familiar with specific data about the product advertised on TV. SPOT (1) Individual television spot- lights directed on a restricted stage area or subject. <2> Specific TV time segments available or purchased for the airing of a sponsored show or com- mercials. SPOT TV Market -by -market buying of TV time < programs, announcements, participations, station breaks). This method of using TV affords flexibility in adapting a TV ad campaign to time zone, seasonal variations, special mer- chandising plans, etc. SPOTLIGHT Lamp capable of project- ing narrow beam of bright light onto a small area, used in highlighting. (See lighting.) SPREAD (1) An elastic period of time that allows for any increase in the pace of a TV performance. For ex- ample, if a half hour, or to be specific, a 29-minute, 30-second show timed 29:10 on the dress rehearsal, the 20 seconds' difference is the spread. <2> To stretch any part of a broadcast for the purpose of filling the full allotted time of the program. SPROCKET HOLE Small hole punched at regular intervals along film to en- gage with the sprocket teeth in cam- era, projector, etc. SQUEAK STICK Clarinet player. STAGING DIRECTOR Puts movement into uninteresting TV shows; stream- lines action. STAGE SPACING Referring to correct distance between talent and props when they appear in set and on cam- era. STAGING COORDINATOR (1) Super- visor of production facilities on indi- vidual program. <2) In charge of con- struction, transfer and assembly of settings, and all mechanical and physi- cal materials. (3) Is directly respon- sible for operation of carpentry and property personnel. (4) Has responsi- bilities comparable to those of the stage manager in the theatre with re- gard to all aspects of the program with the exception of talent. STAGING PLAN or BLOCKING A scaled print or plan of the studio or stage floor upon which are recorded the lo- cation of walls, settings, doorways, furniture, sound effects, orchestra, the disposition of various properties, and working areas. The "staging plan" is a pre-requisite to all developments, scenic execution, set dressings, and camera movement planning and is used by the producer-director to plot physical action and business prior to rehearsals in the actual setting. STAND BY Cue to talent, cast or crew that TV program is about to go on the air. Also substitute TV show, whether dramatic, musical, or commentary, which is relied upon as an emergency, when allotted time for a show already on air has not been filled. STANDBY or SAFETY A second TV film or recording I original > , usually made simultaneously with original. To be used for duplication should original be lost, damaged, etc. STAR Actor or actress whose appear- ance in the principal TV role may be regarded as one of the main requisites for the show's acceptive or commercial success. STAR MAKER Also called string bean. The long, thin, small RCA mike simi- lar to Altec tiny mike. STATION BREAK (1) Interval between programs, usually at V\, Vz, or % of an hour. <2> A cue given by a station originating a program to network sta- tions signalling that it is time for in- dividual stations to identify themselves to local audience. STATION REP An organization or in- dividual acting as an agent on a fee or percentage basis to sell a station's time to potential sponsors. STEP IT UP Increase the volume of the mikes or pace or tempo of a show, its action or its music. Note the dif- ference from pick it up or increase in tempo. STET A proof-reading term meaning to let stand as originally written, and to disregard the mark-outs. To stet a cut is to return it to the script. STICK A PIN IN IT Instruction for "The final camera rehearsal was per- fect: there will be no changes before the air show." STICK WAVER The musical director or orchestra leader. STILL ilt Photograph of a scene from a show or of the show's leading per- sonality or of some aspect of produc- tion. »2> Any still photograph or oth- er illustrative material that may be used in a TV telecast. STING or STINGER A sharp and em- phatic music accent or cue to empha- size the visual action. STOCK SHOT A scene not taken espe- cially for the production but from film files or film library, i.e., Eiffel Tower, Statue of Liberty, frequently inserted for atmosphere. iSee cut, top of next column.) STOP Size of the iris in TV camera lens, which is adjustable to admit more or less light. STOP MOTION Film taken by expos- ing one frame instead of a number of frames at a time. Object or objects are usually moved by hand a fraction of an inch for each exposure according to a predetermined pattern. STOP THE SHOW Applause or laugh- ter from a live or studio audience that's so prolonged that the planned TV events are obliged to halt momen- tarily. STORY, SCRIPT or SCENARIO EDITOR Manager of TV department responsi- ble for finding, selecting, and adapting stories suitable for use by the individ- ual sponsor, station, network, etc. STORY BOARD A set of drawings used to show sequence of a TV idea, show, announcement, film, etc. Idea being to have one drawing for every change of action or scene, usually including both pictures and script. STRAIGHT READING Delivering or reading material or lines naturally, without undue emphasis or character- ization. STRAIGHT UP TV show is on the nose — timed perfectly. STRETCH Instruction given to cast or crew to slow down pace of show to consume time. STRIKE or STRIKE IT To dismantle or take down set, props, etc. and to re- move it from the area. STRIP SHOW A serial TV show such as One Man's Family, after "strip," or serial cartoons. STRIPS Vertical light strips. STUDIO A building especially con- structed for the production of TV or radio shows, which in its construction embodies all electrical accommoda- tions, acoustical elements, etc., and is suitably equipped with lights, cameras, microphones, grid, etc.. and one or more associated control rooms. STUDIO or STAGE DIRECTIONS Always given in terms of the talent's right and left as he is standing or seated or as he faces the TV camera. STUDIO COORDINATOR Station indi- vidual who combines and directs all non-engineering efforts and work. STUDIO MOTHERS Mothers of juvenile 30 JULY 1951 49 TV talent. Like stage mothers, only sometimes perhaps more so! STYLE To invite applause from live or studio audience with hand gesture, or holding up cards not seen on cam- era. SUB-TITLE Title inserted in a TV show or film to elucidate or advance the action or argument. SUPER-IMP, SUPER-IMPOSE or SUPER- IMPOSITION The overlapping of an image produced by one camera with the image from another camera. Both pictures being visible, but appearing finally as one picture. SUPER-SYNC A radio signal transmit- ted at the end of each scanning line, which synchronizes the operation of the television receiver with that of the television transmitter. SUPPLEMENTARY STATION One not included in the network's basic group. SURFACE NOISE CI) Caused on a TV set by dirt on floor, props, and furni- ture not secure, etc. i.2> Noise caused by the needle passing in the groove of a transcription. SWEEP I 1 1 Curved pieces of TV scen- ery. C2) Method by which one Balop card replaces another by gradually covering top to bottom, bottom to top. or from side to side. SWELL Direction to sound or music to momentarily increase volume. SWITCH or CUT A change from one camera, lens or camera angle to an- other. SWITCHER Electronic technician who sets the brightness and contrast of the image, and under the production di- rector cuts, fades, or dissolves, from one picture to another. SWIVEL THE BOOM To move boom off its axis to one side or another. Used when it is not practical to dolly or truck. Term usually applies to Fear- less or Sanner dolly. SYNC (1) Slang for synchronization of two or more stations to one wave length. (2) The simultaneous ending of several shows so that all elements of a station or network are ready to go with the next forthcoming show. 1 3 ) When both the horizontal and vertical scanning at the receiver is in 50 step with the scanning at the pick-up camera. <.4> To adjust the sound- track of a film to the picture in edit- ing so that whenever the source of a reproduced sound is shown visually on the screen, the time relationship be- tween sound and picture appears natu- ral. ». 5 ^ To secure in projection the relationship between the sound and picture of a film or kine intended by its makers. * 6 ^ To maintain synchron- ic perfection between the scanning mo- tions of the electron beams and the camera tube and in the cathode ray tube in the receiver or monitor. SYNC ROLL Vertical rolling of a pic- ture on transmitted signal usually on switch-over to remote pickup when circuits at studio and remote are not synchronized. SYNOPSIS (1) First stage of TV com- mercial, program or story written in action sequences, but without full technical data, directions of the con- tinuity, or script. (2) A summary of a completed TV show prepared for pub- licity purposes. SYNTHETIC DISTORTION To impart by various techniques a seeming irreg- ularity to lines and surfaces that are actually smooth and rectangular. TAG LINE The final speech of a TV scene or play exploding the joke, or the climax speech resolving the scene, play or commercial to its conclusion. TAKE CI) Single shot picture or scene held by TV camera. (2) Such a scene so televised or filmed. (3) Command to switch directly from one picture or camera to another picture or camera, as "ready one, take one." "ready two. take two." <4> Instruction to switcher to feed a given picture channel to transmitter. C5) Reaction or sudden obvious realization by talent on cam- era. TAKE IT AWAY Directions to station, network, talent, announcer, etc. "You're on the air." TAKE TIMINGS To time each unit of a show, spot, etc. by stopwatch. TAKING A BALANCE Preliminary test- ing of various sounds in a program to determine their relation to one an- other. TALENT COST Expense or cost (for music, talent. etc> of a show aside from the time charge. TALENT SCOUT Person employed to search for potential talent, actors, for TV station, network, or show. TALK BACK (1) Phone circuit, ear- phones, or cans from director to TV crew. (2) Loudspeaking device between studio control room and studio enabl- ing producer to give directions to cast during rehearsals. (3"> Telephone fa- cility used to permit remote originat- ing point to hear predetermined cues and thus enable foolproof switches to be performed. TALKING DOWN Talent acting or speaking in an aloof, superior man- ner, or so it seems to viewers. TALKING IN HIS BEARD Speaking in a muffled, almost indistinguishable, voice. T.C. Short for transcontinental. Means a network show that reaches from coast to coast. TEARS Horizontal disturbance in TV picture caused by noise which makes picture appear to tear apart. TEAR JERKER TV show with a sad or pathetic appeal. CBS-TV's Mama sometimes fits this category. TEASER Strip of muslin or set ma- terial above set to prevent camera from shooting over into lights or grid. TECHNICIAN Skilled worker in any branch of TV production, direction, engineering. TD or TECHNICAL DIRECTOR Director of all technical facilities and opera- tions, lighting, cameras, sound, switch- ing in a studio, and frequently remote production. TELECAST A television broadcast, pro- gram, or show. TELECINE Equipment used by British BBC to televise films. Much larger than U. S. equipment but much quiet- er in operation. Film moves in con- tinuous motion instead of intermit- tently, reducing wear on film. TELEFEX Excellent rear projection system for special effects, background, etc. One of most realistic devices in rearview projection. TELEGENIC Object, talent, anyone or anything that looks well on television. TELEPHOTO LENS Very narrow angle lens of great focal length which pro- duces large size images at extreme dis- tances, frequently used at sporting events, etc. 'See lenses. ) TELEPROMPTER A rolling script de- vice for talent who have difficulty in learning lines. Also called idiot sheet. Lines are printed large enough to be SPONSOR I MAY 1951 HOOPER T£L£V/S/ON AUDIENCE INDEX SHARE OP TELEVISION AUDIENCE TIME TV SETS- IN- USE TV Station "A" TV Station »B" TV Station TV Station KTLA TV Station "E" TV Station "F" OTUEt TV EVENING SUN. THRU SAT. 6:00 P.M.- 10:00 P.M. 42.1 14.1 4.5 11.8 17.7 * 33.8 8.8 9.1 0.1 SUNDAY AFTERNOON 12:00 NOON-6:00 P.M. 24.1 9.5 4.5 26.9 4.4 * 44.5 0.8 10.4 - SATURDAY DAYTIME 8:00 A.M.-6:00 P.M. 9.7 13.1 - 26.7 2.7 59.3 1.8 0.9 0.5 */ *l *\ c&**> KTLA * Paramount TPl 1,038,750 TV Receivers in Los Angeles area, May 1, 1951 KTLA Studios • 5451 Marathon St., Los Angeles 38 • HOIIywood 9-6363 Eastern Sales Office • 1501 Broadway, New York 18 • BRyant 9-8700 KEY STATION OF THE PARAMOUNT TELEVISION NETWORK PAUL H. RAYMER COMPANY • NATIONAL REPRESENTATIVE read at distance on sheet which re- volves, keeping pace with the show's action. TELEVIEWER Member of the televi- sion audience. TELEVISE or TELECAST To transmit a picture electronically by using televi- sion equipment. TELEVISION The transmission and re- production of a view, scene, image or person by an apparatus that converts light rays into electrical impulses in such a manner that those same ob- jects may then be transmitted and re- converted by a receiver into visible light rays forming a picture. TELEVISION GRAY SCALE Resolution of colors in scenery, costumes, and per- formers' faces into corresponding gray values in black-and-white TV. Has a shorter contrast range than other photographic media. May vary from five-step gray scale (white, light gray, medium gray, dark gray, and black) to more sensitive brilliance of the vari- ous gray values, depending upon light source and equipment factors, to ap- proach the 10-step transition (from white through grays to black) of pho- tographic and printing gray scale. Impression of speed which a show makes on view- er, either by succession of incidents or of shots, or by the rate of movement shown or rhythm sound. TEST PATTERN Specially made design of lines and/or circles transmitted for the purpose of correctly setting focus and tuning of an image on TV screen. Also used for station identification. TEXTURE An impression of depth and irregularity that is given to a plane surface by using paints or other deco- rative materials. THE TIP Viewing audience. "Holding the tip" means holding your audience. THEME Subject or central idea spe- cially composed or particularly apro- pos tune or music that identifies a specific program. Garroway's theme is "Sentimental Journey"; the theme for the Lone Ranger is the "William Tell Overture." THICK When individual sou»ds or in- struments in orchestra are not distin- guishable. "THIRTY" Sign-off signal used in early radio to signify the end of a pro- gram; derived from the classic teleg- rapher's sign-off. Used very little in TV. THREAD To lace first few feet of reel of film through projector or other film mechanism in order that film is ready to be shown. THREE SHOT formers, etc. TV shot of three per- THROW Distance from film projector to screen. THROW A CUE Visual hand signal usually pointing at talent to begin ac- tion or speech. THROW IT AWAY ( 1 ) To give line in casual and offhand manner. (2) To speak without obvious emphasis or ex- pression. (2) Order to talent or engi- neers to fade picture or dialogue no matter what script says. TIGHT < 1 ) Close shot using narrow angle lens 90-135 mm. <2> Show which in rehearsal times a few seconds over allotted time, and should either be cut or played rapidly, provided the mate- rial permits rapid treatment. TIGHTEN UP, CLOSER SHOT, LOOSEN UP, MORE DISTANT SHOT Terms used from director to cameramen when ob- ject is framed to obtain precise shot desired. TILT UP Direction for camera move- ment, up. TILT DOWN Direction for camera movement, down. TIME Period on the air available for a given spot or show. TIMEBUYER (1) Individual in adver- tising agency responsible for making the proper selection of TV or radio coverage to meet needs of advertiser. (2) Buyer of TV or radio spots, shows, etc. TIME CHECK Vital command to syn- chronize all watches of all concerned in telecast or broadcast. TIMING Time intervals written in on a script during last rehearsal indicat- ing where the performance should be in relation to the allotted or elapsed time of the show. TITLE (CREEPING TITLE) A title usu- ally on drum roll that moves up the screen at reading pace. TITLE MUSIC Background music behind opening and/or closing titles and introductions. TITLES or TITLE SLIDES »r A Var>eW. Setting- GrocerY °\ c,ho^ LAUGHS CHARADES SHOW CAr?AS^OPEN NEW _ FREE - SPONSOR'S ADVERTISING ON 200,000 GROCERY BAGS PER SHOW: At no additional cost to the sponsor, his advertising message is imprinted on 200,000 Kraft Bags per show distributed in markets of the advertiser's selection thru regular grocery channels. 30 JULY 1951 57 WHY NOT A MEASURE OF IMPACT FOR RADIO! IN addition to con- tinuing reports in its radio and television markets, Pulse regu- larly does surveys of the buying habits of listeners and non listeners to selected programs. For example, consid- er the following sales impact of three pro- grams recently sur- veyed: NEWS PROGRAM 26% WOMAN'S SERVICE PROGRAM 96% "EARLY MORNING" . .60% FOR INFORMATION ABOUT PULSE ASK THE PULSE THE PULSE Incorporated 15 West 46th Street New York 19, N. Y. CHAP STICK [Continued from page 25) next March. An estimated $150,000— a quarter of the total advertising ap- propriations— will be devoted to sell- ing Chap-ans and Chap Stick in 30 cities over 35 radio stations. The num- ber of announcements normally used will be stepped up in 19 of the 30 mar- kets, and, says Gumbinner. "We may add four or five new stations to OU] list. Where remains to be seen, since we're still in our planning stage." (The other three-quarter slice of the total ad appropriations is used largely for slick magazines, like Holiday, Life and Look; trade magazines, like Drug Topics, in which the radio advertising is merchandised to druggists; and pos- ters and cardboard displays designed for the counters of retail outlets.) Chap Stick lip balm, which grosses about $1,750,000 a year, dominates its next biggest rival, Chesebrough Manu- facturing Company's Chesebrough Lip Ice. From October until March (via McCann-Erickson) Chesebrough spends "over $60,000" to participate in alter- nate weeks on Dr. Christian, CBS ra- dio. Chap Stick's other big competi- tor, Roger & Gallet's Lip Ade (via Hicks & Greist. New York) uses no broadcast advertising whatsoever. With regard to Chap-ans. which grosses an estimated $3,000,000 a year, Gumbinner says: "We simply have no competitors. In the men's hand cream realm. Chap-ans is the big explorer." Chap Stick first began exploring its masculine market during World War II. when the Government asked it to turn out a palliative to aid G.I.'s cracked, chapped, and weather-dried lips. Its Chap Stick lip balm soon be- came part of aviators' kits and was used heavily by troops in Alaska. "The second world war did for Chap Stick what World War I did for the wrist watch," says Paul Gumbinner. "Men were no longer ashamed to use them." Right after the war. Chap Stick tinned to producing its lip balm for the consumer market. Since women arc apt to use their ordinary lipstick to protect their lips, it was decided to direct the selling to men, and, to some extent, to children. Advertising for the lip balm, though, was restricted to the printed media. Only in 1948, when the company began manufacturing Chap-ans, was it decid- ed to push both products via radio. There were several reasons why Ad Manager Bond was prompted to let the Gumbinner Agency handle the account. First of all, it had experience in the drug trade, having guided Norwich Pharmacal Company through many an advertising crisis since 1930. Second- ly, it knew its business about radio, having introduced the famous vaude- ville team. Weber & Fields, to CBS for Webster Cigars as long ago as 1925. The decision proved sound. Law- rence Gumbinner, account supervisor, and Paul Gumbinner. account execu- tive, assisted by Erwin A. Levine, planned to give both products a radio test debut in the New York market. To get the male ear, announcements were scheduled over WCBS, immedi- ately after football games. These were then backed up by announcements over Jack Sterling's disk jockey show on WCBS. "The results were so darned good," says Paul Gumbinner. "that we knew radio was for us. And it was then we decided what broadcast formula we'd use — morning disk jockeys (to get the men before they go to work) and a few evening sports and news participa- tions (between 6:00 and 7:00 p.m., to get the men at the supper table.)" The company's wisdom in hopping into radio was confirmed next year, when it made a two-week sample offer over disk jockey shows on some 18 stations. "Again the results were ex- traordinarily good," says Paul Gum- binner. "The average inquiry cost us 12c — and in some cases as low as 3c. Home interviews conducted for us by Fact Finders Inc., and an analysis of the Nielsen Drug Index showed us that sales were very strong in those areas where we used radio. Besides, the company would get appreciative letters from druggists, saying, 'I see where disk jockey so-and-so is helping us sell your products. Keep up the good work. In buying announcements and par- ticipations over some 35 stations. Gum- binner is usually concerned with sev- eral points. His strategy runs some- thing like this: 1. Use disk jockey shows with estab- lished audiences; shy away from the fledglings. 2. Try to buy into a platter-spinning show in which the d.j. has a relaxed, rather than high-pressure, style. Then give him complete freedom to adapt the copy to his style. 3. Use both large and medium sta- 38 SPONSOR What did your wife order from your store? Did she ask for just any shirt . . . any old cigarettes . . . whatever candy you happened to have? Chances are 8 to 1 she named exactly the make she wanted! And if it happens in your own home, you can be sure it's going on all over town — all over America! Millions of wives have spent years trying the Brands. When they find their favorites they're loyal to them, buy them again and again. They know a famous manufacturer's name signed to his product guarantees top value, top quality, and satisfaction. Give your customers what they ask for — it's bad business to substitute That's why you make your business stronger when you keep the force of famous brand names behind your selling. Let your customers know they can get from you the brands they know and want. Why be content— or expect them to be content — with anything else? So isn't it just common sense to feature the merchandise that's overwhelmingly favored — the well-known Brands? It's your surest way to get steady demand, rapid turnover, and higher profits! INCORPORATED A non-profit educational foundation 37 WEST 57 STREET, NEW YORK 19, N. Y. 30 JULY 1951 59 tions. A 50,000-watter. like WLS, and a 5,000-watter, like WIND. Chicago, both have distinct values. 4. I se stations in those areas where the temperature would favor buying both products. For example, people in Minnesota arc too used to cold weather to require lip balms: therefore, use less advertising there. But Easterners, coming to Arizona and Colorado for their health, use lip balm heavily while they get adjusted to the drier climate; therefore, use plenty of radio advertis- ing in these two "health" states. 5. Select stations near areas where Chap-ans and Chap Stick have their widest distribution. In the South, for example, even gasoline stations and hardware stores sell the two items. 6. Favor those radio stations (like WFAA. Dallas, and WIBC. Indianap- olis ) which are usually prepared to merchandise the sponsor's shows to the trade with stickers and cards. "Business is so good at most of the top radio stations." says Gumbinner, "'that one of my biggest problems is getting availabilities. That's why I map out my autumn campaign well in ad- vance in the summer. A station like WFAA, Dallas, is usually sold out, and it's only as a special favor that they wangle an opening for me." Some typical stations that have done a high-octane selling job for Chap Stick and Chap-ans, according to Gum- binner. include: WAPI, Birmingham. Ala.; KHJ, Los Angeles; KGO, San Francisco; KOA. Denver; WRC, Washington, D. C; WMBR. Jacksonville, Fla.; WSB, At- lanta; KRNT, Des Moines; WFBR. Baltimore; WJR. Detroit; WBZ, Bos- ton; WDAF. Kansas City, Mo.; KSD, St. Louis; WAYS, Charlotte, N. C; KOIN, Portland, Ore.; WNOX, Knox- ville. Tenn.; WTAR, Norfolk, Va.; and WTMJ. Milwaukee. Also. WJZ, WCBS. WNEW, New York City; WCAE, Pittsburgh; WMPS, Memphis; KYW, WPEN. Philadelphia: WGAR, Cleve- land; WCKY, Cincinnati; WLS, Chi- cago. Commercial copy for both products is written by Paul Gumbinner and Er- win A. Levine. Their philosophy in composing the message has incorporat- ed these ideas: 1. Try to relate the two products in a single commercial when possible. That is, an announcement for Chap-ans might well close with the throw-away WPAT made the largest strides of any radii, stat/on in the entire New York — New Jersey metropolitan area from 1950 to 1951. Total audience increase: more than 25'f (Strongest gains during prime evening TV time.) Proof of WPAT's dominant position and pulling fower in rich North Jersey** /'roof of outstanding remits for almost every type of advertiser in the N.Y.-N.J. market. The "'landing room only" sign is out. Based on these FACTS, WPAT announces, a substantial rate increase effective Sept. 10, 1951. See next Spoi/so i issue for one of the most remarkable radio sue, ess stories in the country — fat ts and figures, folks! *N.Y.-NJ. Pulse Jan.-Feb.-Mar. 1950-1951 Send tor details WPAT rvrmsuN, N. J. 5000 watts 930 kc phrase: "'Chap-ans is the hand cream packed with soothing, healing power — the one and only hand cream especial- ly made for men — created by . . . Chap Stick. America's most famous lip balm." 2. Place a heavy emphasis on per- sonal testimonials, culled from letters written to the sponsor. A typical wife of an outdoor worker — auto mechanic, telephone lineman, truck driver, doc- tor— is quoted as saying: "Chap-ans is more important to my husband than his gloves." 3. Although the Chap-ans sales stress is directed toward men ("comes in a handy masculine tube''), the an- nouncer lures in the women, too: "Here's a tip for you ladies. Buy your husband a tube of Chap-ans — and then borrow it back from him to get real relief for your own rough, chapped hands." 4. While Chap Stick lip balm, too, aims its sales message primarily at the men. the rest of the family also is in- cluded in the sales appeal: "Just what the doctor ordered for dry smoker's lips and the uncomfortable lips of con- valescents ... I suggest your whole family cultivate the Chap Stick habit —and carry a personal Chap Stick all the time. Then whenever Dad, Mom. or the kids feel their lips getting rough. . . ." To strengthen this sales notion, the Gumbinner Agency shrewd- ly suggested to the company that each Chap Stick bear an individualistic sym- bol— a triangle, denoting the stick be- longed to Dad, a circle, show ing it was Mother's private stick, and so on. 5. Finally, disk jockeys are encour- aged to relate the weather in local areas to the need of buying both prod- ucts. For example: "Temperature to- day— 12 above zero. You'll need Chap Stick for your lips; Chap-ans for your hands." Both the sponsor and the agency are devout believers in merchandising. Ad- vertisements in Drug Topics and The American Druggist I quite apart from consumer ads in Life, Look and Sat- urday Evening Post) inform the trade how the manufacturer is backing up the retailers' efforts with radio adver- tising. In addition, a handsomely illustrat- ed promotional folder is sent to drug- gists further disclosing the sponsor's radio campaign. It's headlined "Ra- dio of this special type will sell Chap Stick and Chap-ans to a waiting mar- ket. Il discloses market areas where 60 SPONSOR radio announcements are used; and details typical radio messages. As a final piece de resistance in pro- motion, the ad agency sends the disk jockeys a continuous series of encour- aging letters: 'We are promoting your show through the drug trade in your community. -Local druggists know that you'll be helping them to sell Chap Stick and Chap-ans and you can be sure they'll be listening with great in- terest. . . . You are the only radio ar- tist carrying the Chap Stick Com- pany's advertising in your area. So you can see, the results your show gets are extremely important to our plan- ning for next year. We want to come back for more!" The radio future of Chap Stick and Chap-ans seems fairly secure. The way matters stand now. the sponsor does not forecast the use of TV announce- ments in its advertising schedule. "The increasing high costs of TV are sim- ply too prohibitive for our pocket book," says Paul Gumbinner. "Radio has done a first-rate coverage job at a remarkably low price, and we'll con- tinue with it." In fact, Chap Stick is so exultant about radio's potency, that it may, next summer, give the air medium a true- blue test. The sponsor may try selling its two cold-weather products over the air during the dog days of July and August. Whether this plan remains only in the realm of speculation, like trying to sell refrigerators to Eskimos, will be seen. What is certain is that Chap Stick, which has managed to sell hand cream and lip pomade to men, will continue to increase its spot radio coverage as more men buy them. * * * TV COMMERCIALS {Continued from page 42 I course, the cost of going into film is usually an added one of breath-taking dimension so that whatever you might save in time might swiftly be dissipated by the basic cost of grinding the cameras. (Editor's note: See full- length article giving both network and spot viewpoints, page 30. 1 A word about the awards racket which is with us late and soon, these days, and might well be subject for some kind of Kefauver hearing. Here's how it works. A nebulous and perhaps dubious publication whose circula- tion is usually restricted to the editor's immediate family plus a 30 JULY 1951 IN BIG TOWNS! He'll get high ratings for you, too! San Francisco 16.0 Louisville 21.7 Minneapolis 16.5 IN SMALL TOWNS! Hattiesburg Zanesville Youngstown From coast to coast — BOSTON BLACKIE is win- ning and holding large and loyal audiences! Ratings that constantly capture and hold the largest share of audi- ences in city after city . . . assuring your sponsor top results from his bottom advertising dollar! For details, write, wire or phone at once to second-cousin from Schoharie de- cides that it will get out and garner free publicity in an effort to build its circulation. In an effort to achieve this, the magazine invests $26.50 in four bas relief plaques carved out of titanium and symbolizing Prometheus bringing the electron on a platter to Mr. Marconi. After great deliberation, a panel of experts I whose names sound reminiscent of those on Pullman cars ) awards plaques to la) the Wire Rope Corporation of Abilene for its TV spot campaign. ( b I the pro- ducers of The Story of the Paramecium as the best educational program of the year, and (c) Station AMOK-TV for its fearless treatment of the glue fac- tory fire. The other plaque is sent to Schoharie for cousin's amusement. If you ( advertiser and/or agency I happen to receive one of these awards, you're in a helluva dilemma. With praise so rare in the ad business, your When General Electric mentioned its new booklet describing the Mighty Tidy model vacuum cleaner, it got 7,087 requests in three weeks in New York— and made plans to advertise other models— on . . . THE HOUSEWIVES' PROTECTIVE LEAGUE Most sales-effective participating program ...anywhere! vanity fights hard against your judg- ment and tempts you to make a lot of the award giving free plugs to the magazine — accepting it on your pro- gram ( in dialogue of the worst sort since it is handled by a highly nervous man from the publication I and enab- ling you to drive listeners away from your program by the drove as well as allowing yourself to devote precious minutes of your commercial time to plug someone else's product. MEN, MONEY, MOTIVES {Continued from page 6) Just here, in this routine, unhistoric, little incident. TV cuts the plot, leaves the audience unfulfilled psychological- ly, in order not to cut the commercial. Over and over in radio days, this very arrangement kicked up fusses. * * * Don't say none of this is vital. It is the mosaic detail of program popu- larity. It is part of the showmanship, the cornmanship. the payoff. Story-telling techniques are. how- ever, making real advances in TV. A recent P&G Fireside Theater job. "The Vigil." imaginatively "intimatized" the story, and avoided scenery (costly) by using a succession of close-ups. and nothing but. * * * Probably television craftsmanship is learning at an acceleration of tech- nique comparable to the progress radio made from 1932 to 1944. But it is curiously evident that, like the young wife of our first paragraph, the "old man's" wisdom is not too welcome. As a final commentary we refer to the on- into-the-night parade of the Shriners. This was a pictorial natural for TV las for years with the newsreels I and a sponsor, Dolly Madison Ice Cream, was secured. But the production diffi- culties proved formidable. First, the nocturnal event was badly lighted for TV purposes. Then there was the con- servatism, sobriety and secrecy of the Shriners. The hapless radio -style an- nouncer trying to "make with the port- able mike' rushed up again and again to paiadrr- with questions only to get inaudible, monosyllabic, or cautiously noncommittal answers. This was an incident of pure visual, but poor visual, material in which TV was teaching radio, and radio was literally perspir- ing in the <>2-degree heat of Times Square. * * * TV NET OR SPOT? (Continued from page 31 1 in SRDS for February 1951. However, rate increases since do not affect the percentage figure particularly, since station and network time prices go up in virtually the same ratio. I I i'(iiM'/ii.vc.v. talent & programs In the franchise, talent, and pro- gram categories the networks have a stronger voice, and some substantial arguments. Take the matter of franchises. Net- works will tell you that the hassle over time clearances won't last forever, that the day will come when the words "network option time" will have real meaning in TV. Then, those adver- tisers who have been consistent net- work users will get first crack at the choice time slots. If you play along with us. networks say, you will be re- warded. You'll get what you want — eventually. Reps argue this point hotly. Said an executive of one of the leading TV SELL CLOTHING] LANG-WORTH FEATURE PROCRAMS, Inc. 113 W. 57th ST.. NEW YORK 19. N. Y. .Wtuort i'li/ilw Proqrams til iWiit Station Cost 62 SPONSOR rep firms to sponsor: "It will never be easy for a network to clear time in TV as it is in radio. Stations have grown up in video thinking along different lines. They just won't knuckle down to networks in time clearance if it's going to mean money out of their pockets." There's practically no argument, yet over talent and programs. The net- works have the head start, and own. control, or can put pressure on most of the leading TV stars and shows, as well as on many package producers. It would be hard to steer around net- works on this point, unless you find a good film package for sale, or can build one. On the other hand, reps are begin- ning to ease gently into the TV film program business, primarily to com- pete with networks. Katz, Blair-TV. Petry, Free & Peters, and network- owned rep outfits like Radio Sales (CBS) are seeing package and film producers these days, and building a "stable" of properties which can be offered to agencies in need of a pro- gram. One rep firm holds biweekly screening sessions in its offices, invites film producers to come up and exhibit their wares with an eye toward selling them for spot TV. Station income & clearance Station income, in this controversy, is something networks would rather not discuss, and reps make a point of discussing. As pointed out earlier, the network's price for a piece of station time is usually higher than that of the station. However, in most cases the station actually makes more money out of a spot deal. This is one of those odd paradoxes of broadcast advertising which some advertisers have never really understood. Out of every gross dollar in network billings, the network operates on an average of 700, gives the station an average of 30^. On a spot buy, even though the station price is lower, the station profit is higher. This is because stations receive the net rate after fre- quency discount for the time, minus agency and rep commissions. Station revenue from spot can be anywhere up to 90% more than the revenue for the same time segment from network TV. It's human nature, say the reps, for a station manager to be "more favor- ably disposed" — the quote is from Katz Agency's booklet — toward the CLUB 1300, WFBR's great daytime audience show, has the highest Hooper off any radio show in Baltimore one hour or more in length.* This is it! The show that does everything, that always plays to a full house, that has broken records year after year, that attracts visitors in such droves that tickets are gone months in advance! This is the # 1 radio buy in Balti- more — far and away the leader in its time bracket — or practically any other bracket! CLUB 1300 is a must in Baltimore! Other WFBR-built shows are making history, too! Ask about Morning in Maryland, Shoppin Fun, Melody Ball- room, Every Woman's Hour, and others! *May, 1951, Hooper report. FABULOUS RESULTS: VEGETABLES A spot advertiser on CLUB 1300 tried a coupon Write- in offer. Three announce- ments brought 9, 000 replies! TICKETS CLUB 1300's m .c. madeone announcement that there were a few tickets available for Monday broadcasts. Three days later, he dug out from under requests (or 125,000 tickets! CANCER DRIVE We took CLUB 1300 to a local theatre for one broad- cast. Ticket holders — (no big donations) paid over $1600.0.0 to American Cancer Society to see the regular show! (No big names, either!) FOOD SHOW Biggest crowd in Baltimore Food Show history came to see one broadcast of CLUB 1300. . . and others too numerous to mention. ABC BASIC NETWORK • 5000 WATTS IN BALTIMORE MD. REPRESENTED NATIONALLY BY JOHN BLAIR & COMPANY 30 JULY 1951 63 advertiser who is putting most money in his pocket. Reps all claim that they can clear time more easily on stations than the networks can. With time clearance as tough as it is, this is music to the ears of many a harassed agency- Station income also has a bearing on two big intangibles: publicity and promotion. Pulling out of network TV also pulls an advertiser out from under network publicity and promo- tion, which has a real dollars-and-cents value. However, reps say that the sta- tions— since they receive a higher in- come from spot TV — will be more in- clined to do a better local-level pro- motion job for the spot advertiser. Do they balance out? Does increased sta- tion publicity and promotion counter- act the loss of network publicity and promotion? This is hard to answer, depends largely on the promotion- mindedness of the individual station in each case. Various pro's and con's Apart from the kev arguments, there are several other side issues which are debated with equal vigor by reps and network exponents. 1. Flexibility: The rep position is that a sponsor can choose any station he wants in multi-station markets, and can skip markets he doesn't want. This leads, in turn, to better choice of ad- jacencies, audience compositions, and a chance to cash in on local viewing habits. Networks jgenerally concede this point. But. networks will argue for a combination of network and spot against this, saying that an advertiser "Newspapermen outlive advertising men by three and a half years — but both oc- cupational classes offer a shorter life expectancy than for average Americans. Surveys show . . . the average death age of newspapermen is 65.5 years; of ad- vertising men, 63 years; of thei average American, 67.2 years." ART EIIRENSTROM Writer, in Publishers' Auxiliary can use a network as far as possible. then shift the rest of the campaign to a spot operation. 2. Film Costs: Networks figure that it takes an average of $5,000 a week on top of a program's normal produc- tion budget to put a program on film. Add to this the cost of extra prints (average: $30-$40 each) which must be made to service stations, the cost of 1000 WATTS The deep south, suh, is predominantly hillbilly, and hillbilly is what our folks get to the tune of nearly 8 hours a day. Live bands, disc jockeys, and farm and market reports have made WPAL the too favorite with the hillbilly fans who comprise the vast majority of the Southland. Let our reps tell you more about our "folksy" way of sel'ing. It's mighty effective, suh! shipping and routing the prints, etc., and the savings on time costs may dis- appear in a shift from network to spot. Reps say that film costs are not this high, that more advertisers are plan- ning these days to put the show on film from the beginning to insure the best quality on non-interconnected sta- tion. Also, reps insist that many film package producers will be willing to amortize their film costs in second and third runs, and not try to collect it all the first time around. The reps point out, in addition, that prints can be bicycled, limiting the number of extra prints needed. 3. Network Prestige: This is one of those intangibles, like a Bergdorf- Goodman label on a woman's dress. Networks say that being on a network with a show lends the show the pres- tige and identity of the network and makes it a part of the habit of viewing a particular network. Reps say this is nonsense, that a show builds its au- dience locally via local promotion. However, this is more of an argument for the cocktail hour than for con- ference rooms. Who's using spot TV? At this time, only a minority of the "national" program film advertisers in television are using either a straight spot operation, or a mixture of spot and network. But more will be around this fall. The best example of the shift to spot TV in recent months is probably Bigelow-Sanford Carpet Company's Bigelon Theatre. The show has been operating on a limited ( four or five stations I CBS-TV network on Sunday evenings, 6:00 to 6:30 p.m. But the show has been seen weekly over nearly 35 other stations, with all of the non- network timebuying being done by the. agency (Young & Rubicam I at spot rates. Bigelou Theatre was already film. being made in Hollywood by the three- camera process worked out by Jerry Fairbanks, a leading independent pro- ducer recenth linked to Official Films. Some of the films were originalh shot, it's reported, for another Y&R show, Silver Theatre, thus bringing Bigelow's film costs down. They have featured stars like Chico Marx, Jimmy Lydon, Victor Join. Diana Lynn. Virginia Bruce, and others. Videodex ratings have run from 5.0 to 12.5 (average 9.0-10.01. and picture quality (due to the film factor) has been very good. i\ SPONSOR Some others who have turned to spot TV as their answer: Snow Crop Marketers with Snow Crop Matinee Theater: Interstate Bak- eries with Ziv's filmed Cisco Kid; Rosefield Packing with Skippy Holly- wood Theatre; Doeskin Products with Eloise Salutes the Stars; and Curtis Publishing with Tex & Jinx. The future of spot Station reps are out hustling hard for spot TV. Despite network counter- attacks, the possibility of more sta- tions coming in, and changes in cost factors, you're bound to see more ad- vertisers than ever turning to filmed programs and spot TV this fall. And, of course, the nets will he battling right back. It's going to be a rough session for all concerned until the dust settles . . . and it may never. * * * SPORTING GOODS SNUB AIR ( Continued from page 29) a drive in golf at 170 m.p.h." (Unex- plored so far have been the possibili- ties of using dramatized radio com- mercials complete with imaginative sound effects or filmed TV commer- cials to tell this same story with the impact characteristic of the air media. ) These ads appear weekly in about 40 daily newspapers in the largest mar- kets. Smaller versions are run in some 200 college papers, as well as in Boy,s Life, Open Road for Boys, and some school magazines. A big chunk of both the Spalding and Wilson advertising budgets is sunk into displays, catalogues, programs, sport guides I baseball, football, etc.), and magazine ads. Consumer maga- zines used are Saturday Evening Post, Life, Time, True, Argosy, Field & Stream, Outdoor Life, along with the specialized American Lawn Tennis magazine. Another promotion device, which runs into money, is to sign up leading stars, put their names on products in return for royalties. Wilson is especi- ally strong for this type of operation, has golf champions Gene Sarazen. Lloyd Mangrum, and Cary Middlecoff on the payroll, just to name a few. Except for occasional newspaper mats, neither of these companies I Wil- son or Spalding I spends any money for cooperative advertising or dealer aids. Distributors I usually a large re- tailer) or local stores must make up /■'•'/•'; Leading the state in effective buying in- come per family as well as in per capita buying power, the vast new WHP service area offers you the most promis ing opportunities for stepping up sales or expanding distribution. Find out how effectively WHP can work for you and how little it really costs. Ask the Boiling Company for particulars. your radio dollar goes muck farther in Pennsylvania's top quality market For WHP, the dominant voice of Harrisburg for a quarter century, is now welcomed into tens of thousands of additional homes in Pennsylvania's rich South Central belt. It is the CBS station serving such markets a& Harrisburg, Lancaster, York, Lebanon, etc. CBS WHP 5000 WATTS 580 K.C. the key station of the keystone state .... Harrisburg, Penna. 30 JULY 1951 65 jgU*. This smiling rrmider with stars in her eyes. For a trousseau is shopping and here's how she buys. A twist of her wrist, her radio dial's what she sets. To WSPD, where she has trust in suggestions she gets. And, after the wedding through years of housekeeping bliss, her daily listening favorites she never will miss. So Sponsors, reach housewives, that we call Madam Buyer Buy time on WSPD, North- western Ohio's favorite Town Crier. their own radio commercials, usually their own ads. and foot the bill all alone. This is where the manufacturers- all of them — are missing a good bet. As the advertising manager of a large sporting goods store in the East ex- pressed it to sponsor: "I think the manufacturers are asleep at the switch. We don't have the money to do the kind of job we'd like to, but with some help it might be a different story. For example, I'd have a television show featuring sports in action. Using film we'd show hunting dogs working game birds in Virginia one week, maybe follow it up with trout fishing in Maine the next." Most sporting goods retailers and sporting goods departments of large Ad tips to sport goods retailers By Grant Ovington, Grant & Wadsworth, Inc. (Condensed from Sports Age magazine) 1. Point up the store's main appeal in all advertising. If your personality is a strong business point, feature your name — with sporting goods products secondary. If price is your main selling tool, give words like "sare" and "dol- lars'" top hilling. 2. Advertise consistently, not in spurts. Use an occasional burst, per- haps at the peak of a pre-seasonal sport- ing goods buying period, to stir 'em up, but remember the old story of "continu- ing drops of water breaks the rock." 3. Radio and newspaper should com- plement one another A short radio an- nouncement can call attention to the sporting goods ad in a newspaper, there- by increasing the ad's readership. Simi- larly, small newspaper ads can be used to promote a radio program, increasing listenership. 4. If you don't keep a direct mail list of sporting goods customers — start one now! It can be used to send out personal invitations to listen to your radio show or visit the store. 5. Don't expect an immediate re- turn from advertising, it builds up gradually. Regular advertising designed to maintain your business at a particu- lar level can be based on the amount of buying you've done. When you plan your buying of sporting goods, you are in effect planning your advertising. stoics would probably consider this ad managers plans too elaborate. But many have gone ahead with less ex- pensive programs that have panned out very well. In the paragraphs thai follow, you'll find examples of success- ful use of the air by local retailers, proving that radio can be used success- fully to move sporting goods. But bear in mind that there are relatively few sporting goods stores on the air because manufacturers do nothing to encourage local ad activity — and be- cause they do little on the air them- selves to set an example. SPONSOR hopes that through publication of this information more retailers will be en- couraged to tap the wide markets radio and TV can make available to them. One outstanding advertiser is Chica- go's mammoth Marshall Field & Com- pany department store which uses a 15-minute weekly radio program over WBBM called Sportsman s Corner to promote its Sports Department. Sports- man's Corner is on every Thursday night from 10:30 to 10:45 p.m., had a special May Pulse rating of 4.0 with a 28% share of audience. Announcer Hal Stark and m.c. Art Mercier make informal conversation about nearby fishing prospects — with Mercier in the role of expert. Both collaborate in putting over the com- mercials in the relaxed style character- istic of the entire program. To spice up the strictly technical dialogue between announcer and m.c, 66 SPONSOR Merrier interviews a guest sports star or a local sportsman who has had an interesting experience. Recently, for example, it was Phil Cavaretta of the Chicago Cubs. Another diversion which adds varie- ty is the singing of George Ramsby, who accompanies himself on the gui- tar. Ramsby sings the theme which opens and closes the show, gets in two popular songs during the broadcast. In addition, listeners are invited to enter a weekly sports tips contest. One prize given away recently: a pair of Stream Eze fishing rods. Marshall Field merchandises Sports- man's Corner heavily. Large placards on every floor of the Men's Store an- nounce the WBBM program. There's a special window display on Wabash Avenue and large sports notices on the Sports Department floor. Field uses a WBBM microphone and equipment in a changing display, which features all the products advertised on the pro- gram. Passon's Department Store in Phila- delphia, reports a Philly ad agency- executive, has a different approach to their radio advertising. Instead of a program, they use announcements — to sell the idea that Passon's is a good place to buy any kind of sporting goods. In this type of institutional advertising, no products are mentioned A third way in which an alert sport- ing goods retailer can cash in on ra- dio's drawing power is illustrated by the Atlas Sports Store in Washington, D. C. Atlas sponsors a five-minute segment of morning-man Art Brown's program over WWDC six days a week from 7:15 to 7:20 a.m. On for over two years, the daily stint concentrates on fishing tips. Dur- ing the winter emphasis is on the more "academic" questions about types of tackle, methods of fishing, etc., while during the summer daily reports of how they're biting in the various waters near Washington get the play. To en- sure up-to-date, authentic reports for each daily broadcast, WWDC tele- phones for a "fisherman's weather forecast" from the Naval Air Station at Patuxent, Md. covering Chesapeake Bay. The station also telephones a contact man at Deale, Md., and gets his rundown of fishing conditions around the bay area. WWDC's news department puts these together and Art Brown ad-libs around the com- bined report. Two gimmicks used very effectively 30 JULY 1951 DOLLAR FOR DOLLAR THE XL STATIONS DELIVER THE BIGGER MARKET There are Markets to sell! In a recent, thorough investigation Advertising Research Bureau (ARBI) interviewed scores of persons who shopped in ADVERTISED stores LEARNED that some people get their information by listening others by Reading . . . LET US PROVE IT! Clip this coupon and receive the "Proof of Putting" V\et ' •$**' ^V Sta*e KXL KXLY KXLF KXLL KXU KXLK KXLQ Eastern Sales Manager - Wythe Walker - New York Western Sales Manager - Tracy Moore - Los Angeles SERVING THE PACIFIC NORTHWEST 67 t by Atlas on the Art Brown Show are elaborate fishing guides and a sports question contest. The fishing guides, handed out for the asking at the Atlas Mme. are handsome charts of the Chesapeake Bay area, overprinted with s\ mix >ls indicating the location of fish- ing spots, boats for hire, and marine gas stations. On the back of the chart is a comprehensive listing of all charter fishing boats and boat liveries in the area. The listing gives captain's names, phone numbers, descriptions of the boats — evervthing a fisherman would want to know. A weekly sports contest invites lis- eners to send in questions on sports which are answered by a staff of ex- perts from local Washington news- papers. The listener whose question is chosen gets a $10 merchandise cer- tificate which he can "spend" at the \ t hi- Stoic. Oucstiotis mmiI in for llii~ contest average about 300 a week. Atlas Sport Store also sponsored a 10-minute show before last year's Washington Senator's baseball games I for half the season ) , called it Dugout Chatter. Format consisted of inter- views with ball players. This year At- las bought ISO one-minute announce- ments to precede each ball game. In Elmira, New York, station WENY reports two local sporting goods re- tailers who have used the air consis- tently, each for five years. Elmira Arms Company, a sporting goods de- partment store with appliances, toys, and records as sidelines, sponsors a 10-minute news period at 7:45 p.m. every Tuesday, Wednesday, and Thurs- day. Elmira Arms has simply stuck with the news type program (increased it from five minutes to 10 minutes this year I. using it as a vehicle for straight announcements. The store has no gimmicks, no merchandising tie-ins, but reports good results for all kinds of sporting goods "from bobsleds to Bikini bathing suits." About two- thirds of the commercial air-time is spent pushing sporting goods, the other third is divided between photo equip- ment, records, and appliances. Another WENY advertiser, Pine Valley Folks, sponsors a weekly five- minute session of general sporting in- formation -- 6:20 p.m. Thursdays. Hunting and fishing gel practically all the attention. This retail store sits along one of the main highways to the Only KTBS in tf/i/ievefw/d* gives you ALL THREE OVERAGE * Shreveport is the leading Southern city in purchasing power, according to Sales Management. With the "Louisiana Purchase", you also get Eastern Texas and Southern Arkansas in this rich, tri-state oil and gas capital of America. KTBS UDIENCE ERCHANDISING . . at 2/3 the cost! 10,000 WATTS— DAY 5,000 WATTS NIGHT 710 KILOCYCLES NBC SHREVEPORT Naf/ Represen/a/ive. Edward Petry & Co., Inc. Finger Lakes in Northern New York State, is built log-cabin style. No mer- chandising tie-ins or gimmicks are used, but Pine Valley Folks report substantial retail and mail-order busi- ness. Mail-order is a natural for radio advertising, since coverage is usually- widespread at lower cost than other media. One retailer has exploited radio's strongest sales point — its ability to project personality — by going on the air personally with his wife. Frank and Corinne Parker do a 15-minute show at 6:30 p.m. every Tuesday over station WFEA. Manchester, N.H. Called Sports Club of the Air, the pro- gram consists of informal conversation about hunting, fishing, camping, and whatever sports are current. Some of the gimmicks used by the Parkers: interviews with local men and women who are up on sporting activi- ties; announcements of coming sports events; and a telephone quiz. Parker calls people from a list of contestants registered at the store, asks them a question based on New Hampshire's fish and game rules, and pays the win- ner $3.00, or whatever the accumulated jackpot happens to be. Contestants called, but unable to answer correctly get a $1.00 merchandise certificate redeemable at the store. The Parkers are well-satisfied with their broadcasting venture. Listeners from all over the state, attracted by their sense of humor and informal banter, have dropped in to the store to say hello — and buy. This is especial- ly fortunate since the Parker store is off the main street of Manchester and in a basement location without display windows to attract attention. In Joplin. Mo., another sporting goods store owner. Bob Marcum, swears by his radio program. Says Marcum: "This is the only advertising we do. We tried other media, but were disappointed." Marcum's Sporting Goods Store sponsors The Sportsman over KSWM, Joplin. every Tuesday from 7:30 to 8:00 p.m. This ambitious half-hour show uses an announcer and an m.c, usually includes at least one guest in- terview on each broadcast. Bob Mar- cum himself may be interviewed, pass- ing on the latest dope on how fish are biting, what types of bait to use. and answering general questions on tech- nique. Guests have included bait- casting experts, specialists in river and lake fishing. 68 SPONSOR Besides building up store traffic in general, Marcum finds that they've built a steady business in reel repairs - — often get 25 reel repair jobs a day. A caution on using radio advertising from Bob Marcum: ""Bringing them in is only half the job. Having them leave with what they came in for is the other, more important, half. Sel- dom does a disappointed customer re- turn, so make sure you're adequately stocked." Another broadcast with a personal touch is Fisherman's Forecast, spon- sored by Swick's Sporting Goods in Trenton, N. J. It's heard over WBUD, Morrisville, Pa.. Monday thru Friday at 5:45 p.m. The five-minute show is broadcast direct from Carl Swick's store in Tren- ton, deals only with fishing. Swick personally reports on tides, gives fish- ing tips for spots between Sandy Hook and Beach Haven, N. J. He gets the latest reports on how fish are biting from local charter boat captains, who get a plug for their boats in return for the information. Retailers, too, have cooperated with Swick in getting authentic fishing reports for the broad- cast— Joe's Tackle Shop in Seaside Heights. N. J., for example, gives a daily "wire bulletin" detailing tem- perature and condition of water, wind direction and force, etc. The program's popularity has mush- roomed since Swick started it two years ago. Hard put to get enough raw ma- terial for the five-minute stint when he began. Swick now has trouble get- ting it all in. About 20 letters a day come from listeners, plus phone calls; and he's had numerous offers from other retailers to provide fishing re- ports. Swick is thinking of expanding the program as a result. Business has about doubled since the broadcast started, has led to for- mation of "Swick's Fishing Club" (they're saving up for a boat), and to two fishing contests each year. Prizes go to each adult and each youngster under 14 who catches the largest fish in each of several classifi- cations. Size of the prize (a merchan- dise certificate! depends on the fish: biggest striped bass brings $25, while the largest fresh-water sunfish brings $5.00. TV has also proven itself an ideal medium to promote sporting goods. A progressive West Coast manufac- turers agent. McCune-Merifield Com- pany, sponsors a weekly telecast over 30 JULY 1951 of CKLW's powerful SALES PULLING POWER! ■fl- T.9^ Put this tremendous 50,000 WATT POWER to work for you! Phone, Write or Wire 50,000 WATTS at 800 KC GUARDIAN BLDG. • DETROIT Adam J. Young, Jr., Inc. National Representative Mutual Broadcasting System J. E. Campeau Presi □ in pea u dent 69 KGO-TV, San Francisco. The com- pany plugs its fishing gear, which it announces "can he bought at your local sporting goods store." A syndi- cated sports cartoonist. Morie Morri- son was chosen to handle the m.c. chores. Morrison shows viewers how fishing works by means of charcoal drawings, also interviews guest ex- perts. Explaining their reason for putting on Fishing With Morie, Roland Mc- Cune, president of McCune-Merifield, explains: "If we are going to have thousands and thousands of new fish- ermen each year, we are going to have to do something about it. We want to help our retailers sell more of our products by attracting the thousands of non-fishermen who can be interested in angling as a sport. We believe that a little instruction in how to catch fish, fishing courtesy, habits of fish, and things along that line, will attract many new devotees." The season lemon juice sells best is the summer. However, as a result of your convincing selling, thousands of grocers have ordered all winter long . . . it's a wonderful job!" Realemon wrote to . . . THE HOUSEWIVES' PROTECTIVE LEAGUE Most sales-effective participating show . . .anywhere! Although sporting programs are still a small part of most TV operations, there's evidence that more are in pros- pect. For example. KFI-TV, Los Angeles, has Fishing Pals, a program which just recently asked for and got large amounts of used fishing gear for a children's recreational organization. In Boston, Beacon Television Fea- tures, Inc. announces a new film series for TV, featuring fishing all around the country. Called Goin' Places with Gadabout Gaddis, it shows fishing ex- pert Gaddis dropping his line into Tampa Bay for tarpon one week, cast- ing for trout in the Adirondacks the next. The 15-minute films were origi- nally made in color, should be valu- able when color TV reaches maturity. The case histories given here indi- cate that sellers of sporting goods at all levels will find radio, and TV, very worthwhile advertising vehicles — if they get the right program and stick with it. The answer to ad budget problems is to tailor the air advertising to fit the job you can afford to do. Announcements may be all a small store can afford, while half-hour pro- grams done with a flourish are within the means of bigger ones. Certainly the larger distributors are missing out on radio's broad coverage to put over their sporting goods items. Manufacturers, too, have yet to give the air media a proper test. Even if network broadcasts prove too costly, cooperative advertising with local deal- ers could accomplish much more than most equipment makers realize. Sporting goods sales are probably the most elastic of any business, since these kinds of items are in the "luxury" class. A concerted advertising cam- paign, using the broad consumer media, could expand the sport goods market tremendously. It requires only imagination and careful planning. • • • STUART CHASE PROPHECY [Continued front page 33 I controls most responsible for radio's progress and self-improvement, (.base -<• would lie distorting. From an advertiser's viewpoint, you can see the pattern that is beginning to emerge. The after-midnight radio audience in New York is still mostly a masculine one. but in a six-to-four ratio with women. It's an adult au- dience, with over nine out of ten peo- ple being aged 20 years and up. What do these New Yorkers do for a living? Certainly, the audience includes such stay-up-laters as chorus girls, bartend- ers, musicians, firemen, students, and retired millionaires. But. they're a long way from making up the bulk of the post-midnight dialers. The two largest groups are made up of housewives I who rank No. 1 I and clerical and sales workers ( stenos, office workers, salesmen, retail clerks, etc. who rank No. 2). Together these two groups add up to 45'/' of the en- tire audience. Add to this the manual workers I skilled and unskilled labor, carpenters, garage-men. etc., who rank No. 3) and you'll find that some 60% of the audience is a fairly-normal eve- ning adult (see chart on page 27) audience. With this kind of audience compo- sition making up the post-midnight dialers, you might suspect that most of the radio listening in New York's wee, small hours is done at home. You'd be right. Also, you might figure that the audience, being mostly housewives, salaried people and wage earners, would stay put in one place. Again, you'd be right. On an average night, the share of unduplicated listener-families tuning to radio at home is S6.5f/c ; out-of- home it's 13.1 ' i ; and for the few who listen part of the night at home and part a\-,a\ it's 0.4' < . These figures do not change much over the period of a "Advertising is not an overnight job. One large food advertiser spent $75,000 a year in the New York market for five years before he began to show a profit on the advertising investment. There is no short-eut to consumer acceptance. The merchandise . . . has to be adver- tised today, tomorrow, next montb. and next year." BEN DUFFY President, BBDO. In his book "Profitable Advertising in Today's Media and Markets" week, although there is some increase in the in-and-out-of-homes share. Still, it would be wise for the advertiser us- ing after-midnight radio in New l ork to remember that he's selling primari- ly to an audience that is at home, not away. Now, how big is the New York au- dience, and when does it listen? In New ^ hi k's met i opolitan area, according to the WNEW-Pulse find- ings, some 23' V of the total families — that's nearly one out of four — tune to radio sometime between midnight and 6:00 a.m. This gives an average nightly audience of 1,333.200 listeners. Since different people listen on differ- ent nights, the pattern changes over a week's time. During a week, some Bi$ Buy Itt Kiio.vriffW Not the biggest station, hut the BIG BUl in cost per thousand homes reached in Knoxville's "gold- en eircle" . . . the* industrial metropolitan area of 335,000 people. Cover this compart market with WBIK AM and FM, both for the price of one. The Boiling Company 38.4' ( of the families in the New York area — a weekly total of 2.225,900 people — tune in their radios after mid- night, according to the survey. Listening, the findings showed, takes a jump upward in New York and New Jersey in the 11:45 p.m. to midnight quarter-hour, then slowly starts edg- ing downward. The pre-midnight jump, due to new tune-ins, is an in- crease of some 18.5%. At midnight, week-long averages in the WNEW-Pulse study show, some 12.8'v of the area's homes are using radio, and at least 15 AM and FM ra- dio stations are on the air (including WNEW and its highly-successful Milk- man's Matinee with Art Ford). Other choices of programs range from the breezy controversial chatter sessions of Barry Gray on WMCA, Symphony Sid and the latest in "bop" records on WJZ. and the feminine tones of Bea Kalmus on WMGM to the quiet strains of the Symphonic Hour on WEVD. From the midnight peak, listening begins to slide downward, and stations start dropping out of the listener sweepstakes. Here's how the pattern develops in the WNEW-Pulse findings. Sets tn-Vsi Tri nd Aftei Midnight In New Tori Oity # Has. on 1") Time Midnight-12:15 a.m 12:15-12:30 a.m. 12:30-12:45 a.m, 12:45-1 a.m. 1-1:15 a.m. l ]."> l :30 a.m. i :30 l :45 a.m. 1:45-2 a.m. 2-3 a.m. 3-4 a.m. 4 "> a.m. 5-6 a.m 15 15 15 10 - Sets in -use 12.8 L2.3 10.2 9.7 6.1 5.5 5.1 4.8 2.1 1.1 .7 Note: The seisin use figure is actually "Homes using radio," but includes both at home and out of home listening. Not shown in the WNEW-Pulse study, or in its conclusions, is whether or not listening drops off because sta- tions are going off the air, or whether stations go off the air because listen- ing drops off. However, Nielsen fig- ures for several years back, plus other Pulse < itv studies. Hooper figures, etc. lend to show that there would still be the same decline, even if all the sta- tions ditl stav on. This is caused part- ly by strong program loyalties after midnight (turning the set off when the program is over I plus a plain old de- sin* to go to sleep. This post-midnight pattern is re- pealed, with lower sets-in-use figures although in the approximate ratio, in other cities and in the nation as a whole. A Pulse survey made last year in Chicago for WBBM is a good exam- ple. 74 SPONSOR S< ts I a l se 1 1 end kjter l/i. Inigkt In Ch \cugo I inn A eti in use Midnight-12 :15 a .m. 5.4 12:15-12:30 a.m. 5.6 12:30-12:45 a.m. 4.2 12:45-1 a.m. 3.6 1-1 :15 a.m. 2.2 1:15-1:30 a.m. 1.8 1:30-1:45 a.m. 1.6 1 :45-2 a.m. 1.4 Note: Multiply by 1.5 mi llion ra dio homes to get Hudiince projection. In Denver recently, all-night station KFEL surveyed 1.000 regular listeners to its Kilocycle Club, and showed up with the same trend. The regular au- dience— about 63.8% male and 36.2' , female — listened mostly from 11 to 12 p.m. < 86.1' < ). Then the curve went down. From midnight to 1 :00 a.m.. 75.9% of the regular fans tuned in. From 1 to 2 a.m., 47.6%; 2 to 3 a.m., 19.2%; 3 to 4 a.m., 12.0% ; and 4 to 5 a.m., 9.8%. Other station check-ups merely serve to confirm this fact: The biggest por- tion of after-midnight listening occurs up to about 2:00 a.m. After that (with some exceptions, of course) sets-in-use drops heavily. How does all this add up for the ra- dio advertiser — particularly those who aren't users of after-midnight radio? It means that you can often get real results at low cost in post-midnight radio. Sealy Mattresses, for instance, were selling slowly in New York City, and opening new dealer outlets was a problem. The company turned to after-midnight radio, and WMCA's Barry Gray Show last year. Barry be- gan to air a rotating (between mid- night and 3 a.m.) series of announce- ments for Sealy, reaching the basically- home audience at a time when sleeping comfort was on its mind. Although the sponsor hasn't revealed how big a sales increase was achieved, its known IN DANVILLE, VA. BUY THE OLD ESTABLISHED ESTABLISHED 1930 HIGHLY RATED 52.8 AVERAGE WINTER 1951 ABC STATION WBTM HOLLINGBERRY that Sealy's business took a sizable leap upward, and real gains were made in opening new retail outlets. Schaeffer Brewing, to fill in be- tween summertime baseball radio sea- sons, took the first half-hour of WOV's Ralph Cooper Show, aired from a Harlem cafe, last winter. Rates are some 20% lower than the lowest shown on the open WOV card rates, discounts are even more attractive and the show did so well for Schaeffer Beer that it now ranks number one in Harlem sales, while it is only number two or three for all of New York City. Other results, and other station rates are equally attractive. On WCKY, Cincinnati, for instance, the day-night minute announcement rates range from $50 in Class "A" to $25 in Class "C." On WCKY's popular Night Hawks (1- 5 a.m.), minute announcements cost only $15 a piece. The program has 50,000 "members" with cards and it once pulled 17,752 orders in four weeks for a P.I. deal. Los Angeles' KNX, where the Jim Hawthorne Show entertains late-dialers from 12:05 to 1 a.m.. charges any- thing from $45 for a minute announce- ment in Class "E" time to $150 in Class "A." On the Hawthorne stanza. the minute rate is only $22.50 apiece. In Chicago, WBBM will usually charge you around $2,800 for seven quarter- hour segments in Class "A" time on down to $700 or so in Class "E" time. WBBM's rates for the Matinee At Mid- night show, which is changing its name to the Bill Wells Show soon, are only $250 for seven quarter-hours. WNOE, in New Orleans, has minute rates that vary from $20 apiece in Class "A" to $5.70 in Class "C." On WNOE's popular post-midnight show, Johnny Wright, the minute rate is $5.70 — but the audience is larger dur- ing most of the midnight-to-dawn than in the pre-midnight segments, such rabid fans does Wright attract. In Miami, Florida, WGBS— which airs the Alan Courtney Show each night from 11:20 p.m. to 2 a.m. — charges a descending one-minute rate that starts at $30 in Class "A." Min- ute announcements on the Courtney program, one of which packed a ladies apparel shop and sold 301 air-adver- tised dresses the next day. sell for $16. Shops like New York's Lewis & Conger have built a $900,000-annu- allv business out of selling insomni- acs evervthing from snore balls to 30 JULY 1951 ARTHUR PRYOR, JR. V.P. In Charge of Radio and TV Batten, liarton, Durstine & Osborn, Inc. LIKE MOST "Newsworthy" TV & RADIO EXECUTIVES Mr. PRYORS LATEST PUBLICITY PORTRAIT IS BY- Photographer to the Business Executne 565 Fifth Ave., New York 17— PL 3-1882 75 _jn &tA4jotdAwejttotL ww, . . . radio listeners eagerly await such programs as Jack Benny - Lux Theater - Arthur Godfrey - Edgar Bergen - Amos cV Andy - Bing Crosby and scores of other big-name CBS Productions . . . This is a potent reason why KROD is your best radio buy in the El Paso Southwest. CBS Affiliate 600 on Your Dial 5000 WATTS Southwest Network RODERICK BROADCASTING CORP. Dor ra nee D. Roderick Val Lawrence Pres. Vice-Pres. & Geti-Mgr. REPRESENTED NATIONALLY BY THE O. L. TAYLOR COMPANY IN MONTREAL it's Canada's FIRST station — wise in the ways of PROGRAMMING, PROMOTION and MERCHAN- DISING . . . gives you the cover- age and the listenership needed to do a real selling job in this rich market area. »'*« f sleep-inducing records. Sponsors, how- ever, make millions more from selling products and services to late-night lis- teners who deliberately sit up to hear their favorites. Even after many years of post-midnight radio in this country, the real potential is still being devel- oped. • • • U. S. Representative— Weed & Co, NET RADIO DOLLAR I Continued from page 23 i sequence of 15-minute serial soapers: Modern Romances, Romance of Evelyn Winters. David Amity. When a Girl Marries, and Lone journey. Come fall it's planned to add still another soap opera, from 12:00 to 12:15 p.m. Many of these serials are still avail- able. Program package prices run: When a Girl Marries at $2,700; Lone Journey at $2,400; Romance of Evelyn Winters at $2,700; David Amity at $2,300. Wednesday and Friday remain mys- tery nights on ABC. From 7:30 to 10:00 p.m. on Wednesdays there's the Lone Ranger, American Agent. Eat Man, Rogues Gallery, and Mr. Presi- dent. During the same period on Fri- day night there's the Lone Ranger, Richard Diamond, This is Your FBI. Ozzie & Harriet la comedy), and The Sheriff. Replacing ABC's present Cavalcade of Music on Saturday night will be The Dancing Party — from 8:00 to 10:00 p.m. Under Paul \\ hiteman's overall supervision, the unique two- hour session will feature seven dis- tinct l\pes of music in rotation. The network band of some 60 musicians, augmented b\ top "side-men." will play a set of three specially arranged selections in each of seven tempos. For example: Waltzes. polkas, foxtrot, rhumba, and so on. Keyed for music, not talk. The Dan- cing Party will also have three vocal- ists. It will be sold in 15-minute -ce- ments for $1,000 per segment and heard over 255 stations of the A.BC netwoi k. ABC will do some shifting around on Thursda) nights too. Newsstand Theatre, now on from 8:00 p.m. to 8:30 p.m. on Thursday, will be ad- vanced to the 10:00 p.m. slot. In ils place, a situation comedy — two are being auditioned now. / Fly Anything, the Dick Haymes drama, will be moved uui of the 8:30 to 9:00 p.m. spot to make wa\ for Holly wood Star Play- house. An MCA package. Playhouse. canceled out a week ago at CBS where it was sponsored by Emerson Drug I Alka Seltzer I . ABC considers it a good buy. was impressed by the shows recent 12.4 Nielsen rating. Now avail- able as an ABC program. Playhouse sells for $5,000 per weekly half-hour broadcast. According to Lee Jahncke, vice president in charge of radio, the net- work is not pushing its Pyramid plan this fall. But Blatz Beer has been using the scheme for its summer pro- motion, may extend it into fall, other advertisers can come in. Under the system. Blatz gets four five-minute news strips each evening. Monday thru Friday. To squeeze these short seg- ments in, ABC shortens the programs beginning at 5:00. 7:00. 10:00. and 10:45 p.m. Although business at ABC is still slow, the net has already signed up Sylvania for Sammy Kayes Serenade. Sylvania plans to start in October with a road show which will put on a local two-hour program every week for its jobbers and retailers. The two hours will then be edited on tape to make a 30-minute broadcast. ABC has also signed the Armv Air Force for a series of Saturday after- noon football games, to begin in late August. CBS Business is brisk at CBS. Come fall, such companies as Mars Candy. Carnation Milk. General Electric, Syl- vania. Dr. Pepper. Kingan Meats will be sponsoring a variety of CBS and independent packages. Mars, for example, has signed for an every-other-week broadcast of Peo- ple Are Funny, the Art Linkletter au- dience participation show recent l\ dropped 1»\ Brown & Williamson To- bacco on NBC. It's set for alternate Tuesdays, 8:00 to 8:30 p.m. Carnation has picked up Stars Over Hollywood, scheduled for Saturday mornings from 11:30 to 12:00 noon. Similarly, General Electric is slated to sponsor the CBS package, CBS Foot- hall Roundup, on Saturdays from 2:00 to 5:00 p.m. Svlvania, which has been very active recent!) in selling TV sets over radio and television networks, will add the Granllund Rice Sports Show to its line- up. The program will go in the 8:00 to 8:15 Friday slot. Another sports show, Sports Review, will come on for Dr. Pepper (the soft drink) in the 76 SPONSOR 6:30 to 6:45 period on Saturdays. Especially encouraging to CBS has been the entry of a brand-new net- work radio user. Kingan Meat Com- pany. Kingan is set to sponsor Ar- thur Godfrey's Digest from 5:00 to 5:30 p.m. on weekdays. CBS has a fistfull of new programs lined up for the fall. Spade Cooley and his Western Swing show are due from the West coast, Gene Rayburn and Dee Finch I morning d.j.sl will walk several blocks over from New York's WNEW, and theatrical comic Roger Price will take over m.c. chores on a new "off-beat" panel show. Fol- lowing the same documentary style as its Hear it Now program. CBS is plan- ning six evening half-hour broadcasts to be known as The Nation's Night- mare and based on crime in the Lnited States. Although CBS is sold out on Mon- day thru Friday during the daytime, some choice evening shows are still open for sponsorship, says John Karol. CBS sales chief. They include two mystery-dramas: Mr. Chameleon I $4,- 500 1 and Inspector Hearthstone I for- merlv called Mystery Theatre and tagged at $4.500 1 . Recent Nielsen ratings for Chameleon and Hearthstone were 13.2 and 12.8 respectively. One CBS old-faithful, Sing it Again. has followed several other network giveaways into the discard. Replacing it in the 10:00 p.m. to 11:00 p.m. slot on Saturday nights will be Songs for Sale, a simulcast m.c.'d by CBS's new comic, Steve Allen. Arrid. a long-time sponsor of Sing it Again, has picked up the first quarter-hour, second seg- ment is still open, and last half-hour has been signed up by Sterling Drug Company, for Dr. Lyons Tooth Pow- der, et al. Probably one of the top buys in the CBS stable is My Friend Irma, recent- ly dropped by Lever Brothers. Irma KLIX In one of the west's RICHEST MARKETS Idaho's Fabulous Magic Valley Ash Hollingbery I ABC at Frank C. Mclntyre Tivin Falls, Idaho \ V. P. and Gen. Mgr. had a Nielsen rating of 14.7 this spring stood No. 6 on Nielsens hit parade. \n ording to CBS. the program's cost- per-th(,usand ranks No. 7 among about 100 once-a-week nighttime programs — S3.57. Gross price, including 15r/< agency commission, is $7,500 for My Friend Irma — if a transcribed repeat is made. Without transcribed repeat, the price drops to $7,150. Last year's gross for the Marie Wilson comedy was $10.00!) —25% higher. Though CBS has no special "opera- tion" plans for selling, it too has been hit by the five-minute news saturation bug. From April to June of this year. Procter & Gamble put on a special 13- week drive over CBS radio to promote Ivory bar soap. The net cleared three five-minute segments per week for the P & G newscasts by shortening some of its half-hour programs. This type of "saturation" technique was new to CBS with the P & G set-up; may or may not be repeated, depend- ing on advertiser demand. MBS B. T. Babbitt. Inc.. for their cleanser "Bab-O. is credited with starting the trend toward mass news sponsorship, on Mutual. Trade esti- mate-; put the Bab-0 news saturation budget at close to $1,400,000 per year. For this the cleanser get a daily mini- mum of two five-minute newscasts over every Mutual outlet: some stations broadcast as many as six per day. Though news has continued its sharp upswing on all radio nets. Mutual has probably chalked up the biggest single increase in news sponsorship. Against last \ ear's four news network spon- sors. Mutual now counts 11. The\ include the A. F. of L.. American To- bacco. B. T. Babbitt. Beltone Hearing Aid, Blatz Brewing. Johns-Manville Corp., Noxzema Chemical, Pearson Pharmacal. Personna Blade, State Farm Mutual Insurance, and V.C.A. Labs. Besides the substantially enlarged news schedule, two other major opera- tions of interest to advertisers are going on at MBS. One is a new type of sales plan which William H. Fine- shriber, Jr., MBS v.p. in charge of pro- grams, describes as "superior to either the Tandem or Pyramid operations." Although Mutual is purposeK vague on the details of this projected selling arrangement. SPONSOR conjectured that it involves a low-cost block of shows built around an ambitious line-up of taped shows featuring top personali- ty you need a realistic program manager — and today that means a sales-pro gram-merchandis- ing coordinator— your man is Les Biebl A program manager's job in radio has become a job of coordinating the pro- gram operation with sales and merchandising. Programming lor radio to- day should be a careful analysis of the advertiser's need translated into sound — a sound on your station that will attract, persuade, sell his listeners, all nailed home with merchandising. Whatever the program— news, music, personality, quiz, deejay, mood, block — the first question to ask in program building is "what does the sponsor want to achieve?" not "what'll we sell him?". From thinking like this spring not only radio-mer- chandising shows that sell, but original, fresh slum's of real entertainment and value. So . . . If you need a program manager who understands and can apply the princi- ples of coordinating pro- gram operation with sa U^ and merchandising, you can obtain him at a reason able figure il the atmos phere is a pleasant one. Your letter will be prompt- ly answered, with a lull resume and excellent rel ei dices, by: Les Biebl ( n Sponsor 510 Madison Avenue New York 22 S. V. 30 JULY 1951 77 You Can Cover Central New York with ONE = Radio Station = . . . and Summer Sales are always good in this popular resort area • Wonderful Availabilities! Write, Wire, Phone or Ask Headley-Reed ACUSE 570 kc NBC AFFILIATE • WSYR-AM-FM-TV The Only Complete Broadcast Institution in Central New York ask John Blair & Co. about the Havens & Martin STATIONS VS RICHMOND W H I! G-am W(!0D™ First Stations in Virginia ties with proved appeal. \ sample of what Mutual ma\ have in mind is the NBC mystery-drama called Private Files of Rex Saunders. This is a Hy Brown production star- ring movie star Rex Harrison in 26 half-hour taped mysteries over NBC. Harrison is reported to have made all 26 programs in six weeks — at $1,000 each. For a comparable appearance in person. Harrison gets about $4,000 per stanza. Whether or not the new sales plan is coupled to a large offering of taped programs, such big-name transcrip- tions are definitely in the works for fall on MBS. Hollywood actors are re- ported willing to take between $750 and $1,000 when offered the advan- tages of taped recordings. Although the pay is relatively small, convenience and capsuled earnings make them at- tractive. There's little rehearsal, re- cording can be done on the coast, and a series of 13. 26. or 52 done in a few months or weeks means a substantial jackpot. Several hot availabilities are cur- rently open on Mutual during the eve- ning. Gabriel Heatter. popular news- caster, is unsponsored on Wednesday nights from 7:30 to 7:45. Heatter re- cently picked up American Schools (correspondence courses I as his Mon- day night sponsor. There's also an open five-minute news period at 7:25 p.m. Sunday. Twenty Questions, with a Crossle1) rating of 18.8, is still ready and willing after being dropped by Ronson Art Metal Works on 29 June. Mutual im- mediately bought the show and is of- fering it for $3,500 per week, net. MBS reports negotiations with four pros- pective advertisers. The Shadow, with a Nielsen of 8.1. is considered by Mu- tual to be one of their top bargains at $4,000. Bobby Benson, grabbing a 6.1 Nielsen for the 5:00-5:30 p.m. slot on Monday. Wednesday, and Friday is listed at $1,200 per show. NBC NBC will offer a stepped-up Tandem operation plus a flock of new- programs. Monday, Tuesday and \\ i(lnrxla\ arc sold out solid. Thin-- day is almost closed out, with most availabilities on Friday. Saturday, and Sunday. Operation Tandem shifts into high gear for the second season this fall, on 30 September. The Big Show, cap- tained by the irrepressible Tallulah. is slated to broadcast its first four stanza> from abroad — first from England, then from Germany. In between, stars like Fred Allen. Eddie Cantor. Ed Wynn, and Groucho Marx will do camp shows for the troops. There will be a shift in time, too: 6:30 p.m. to 8:00 p.m. Sunday, a half-hour later than hereto- fore. Whitehall Pharmacal. Chesterfield Cigarettes. RCA are lined up with Tan- dem this fall. Each will receive one- minute commercials rotated in the various programs. In addition, each gets an opening and closing mention with each broadcast. The objective is to guarantee advertisers a huge cumu- lative audience. Long-term NBC radio advertisers have again renewed. These include U.S. Steel, Firestone, Bell Telephone. Liggett & Myers, Lever Brothers. Kraft Cheese, Bristol-Myers, American Cig- arette & Tobacco. Pet Milk. Schlitz Beer. General Foods, American Tobac- co, Procter & Gamble are also signed up for the fall season. One company which dropped net- work radio is set for a fall schedule. Wesson Oil has lined up a new day- time woman's strip for 1:30 p.m. week- day afternoons. This is outside net- work option time and therefore does not cover the complete NBC net — a condition which suits Wesson, since the company is strongest in the South and Southwest, lacks complete U.S. dis- tribution. This is an example of network flexi- bility which NBC is quick to point out as not unique. General Mills and Swift & Company also buy regional hook- ups. In the case of Wesson, NBC will try to sell that part of its net not bought by Wesson. The new program operation at NBC has been hard at work to capitalize on the type of "escapist"' entertainment which radio provides best. Pete Kellys Blues is an unusual combination of drama and music, concerns a small combination of jazz musicians who tour speakeasies in the 1920's. Jack Webb, the show's m.c, suggested the format, tries to put what he calls "realism" into it. Pete Kelly's Blues is slated for Wednesday night at 8:00 P.m.. sells for $5,500. William Gar- IDAHO'S MOST POWERFUL 10,000 WATTS K e e m BOISE, 18S.000 CUSTOMERS ^3 SPONSOR BMI SIMPLE ARITHMETIC IN MUSIC LICENSING BMI LICENSEES Networks 23 AM 2,236 FM 359 TV 101 Short-Wave 4 Canada 150 TOTAL BMI LICENSEES.. 2873* You are assured of complete coverage when you program BMI -licensed music *As of Juh 19, 1951 BROADCAST MUSIC, INC. 580 FIFTH AVE., NEW YORK 19 NEW YORK • CHICAGO • HOLLYWOOD Mr. Fred Norman Grant Advertising. Inr. Chicago, Illinois Dear Fred: You fellers shore knows how ter pick a radio program ter adi ertise mtm yer products! iuin When vuh chose y*S th' w c h s v2 ' 5? CLOCK- "*ft W A T CHER \\ ter tell th' folks 1 If here in th' Moun- y*v/v/!^^W [ Jbj tain State all miWK Li /if b°ut Mountain Wwil/WII XXl Grown FOL- Bll GER'S COF- II FEE. yuh reely II pickt a winner! Cone A /get mi? ly o o Wih ImoreKI II Why Fred, when M th' CLOCK- 1/ W A T C H ER II is atalkin' 'bout IthamH \\ F 0 LGE R'S ALLl at 8:15 in th' 1THE t\ J mornin', 'way more'n half th' wsk sets turned on is ~^ tuned ter WCHS yjrjpfo'it ~,;:o' 4n don't R" iergit. they's five stations in Charleston, West Virginia, an' th' next in line at 8:15 has 'way lessen half as many lisseners! Thet means thet FOLGER'S has reely got a audi- ence, Fred! 'Course, thet's alius true when yuh uses WCHS! Yrs. Algy w CHS Charleston, W. Va. gan, former star of Martin Kane, Pri- vate Eye, comes back in the fall in a new NBC half-hour evening mystery program. An NBC package, its title and time slot have yet to be announced. In the comedy line, the net has im- ported comics Bob Elliott and Ray (Moulding from a successful stint at WHDH. Boston. They've been show- cased this summer and were enthusi- asticalh received, according to NBC program men. Function of the two humorous philosophers is to wind up the afternoon run of soap operas with a laugh. They're scheduled for 5:45 to 6:00 p.m. Monday thru Fridax I $2,824 gross for all five I and from 9:30 to 10:30 a.m. on Saturday. Sat- urday's hour show is $4,000 gross. In the comedy field is a half hour show called It's Higgins, Sir. Starring Harry McNaughton, it comes on Tues- day nights at 9:00. Package cost is $4^200. gross. NBC has brought in some new, low- cost mystery packages. A sample is The Whisperer at only $1,850 net. It too. has been showcased for the past month. The price tags on these programs are typical of NBC's attempts to bring out "medium and low-cost produc- tions." What all of this intensive program- ing activity and sales planning adds up to is an all-out attempt on the part of radio networks to make their buys so attractive that advertisers can't re- sist. And they're confident that there are enough such advertisers around to grab off the availabilities. Said one network sales manager: "We'll be car- rying more nighttime billings this fall than last. * It's not simply a lower pricing sys- tem nor more imaginative programing that's likely to bear out this sales man- ager's prediction. As another network official put it: "When advertisers strip emotionalism from the media picture and start using mathematics, as a great many do now. they'll soon see how much more economical radio is than magazines, newspapers, or television." • • • New York timebuyers t-n |\ minute in a hundred different ways. moved in with material and spiritual aid can never be adequately told, though much will be written. And the corollarj story of how sta- tions and sponsors outside the flood belt, in all parts of the nation, pitched in to provide relief can only be cov- ered fragmentarily . too. Suffice it to sa\ that the American system ol competitive broadcasting has proved out again. Why it always per- forms over its bead in cases of ex- tieine i mi rgency is not exactly known. Perhaps it s because station operators, subconsciously aware of the fact that their facilities have become an insep- arable part of the lives of the people the) serve, are endued with a sense of res] sibility beyond the call of duty. SPONSOR "IN THE HEART OF AMERICA . . . It's The KMBC KFRM Learn ana it s WhMm^d u \ . . . Wholeheartedly in the public interest. . . Greater Kansas City— in fact the entire Kansas City Trade Area— is rapidly recovering from one of the greatest disasters to strike the Midwest. From the moment that the crisis be- came imminent, KMBC-KFRM facili- ties and staff were dedicated to the emergency on a 24-hour basis. Direct reports from the flood and fire zones— authentic coverage from flood head- quarters—complete cooperation with all agencies — resulted in the saving of countless lives and many thousands of dollars. The KMBC-KFRM Team was outstanding for its contribution "in the public interest, convenience and necessity." ALL OF THIS HAS NOW -MORE THAN EVER BE- FORE-TIED THE LISTENER TO KMBC-KFRM! Farm and industry alike have emerged from the debris and are "on the way back." And while The KMBC-KFRM Team enjoyed the lead in the great Kansas City Trade Area, its outstand- ing performance during and following the disaster has gained thousands of loyal listeners who, "to keep in touch with the times, keep tuned to KMBC- KFRM" and who buy KMBC-KFRM advertised products and services. Write, wire or phone KMBC-KFRM, or your nearest Free & Peters office. Mi TO SELL THE WHOLE HEART OF AMERICA WHOLEHEARTEDLY, IT'S The Ju i Tea 6TH OLDEST CBS AFFILIATE • PROGRAMMED BY KMBC Owned and operated by midland broadcasting company FROM MIDNIGHT TO DAWN, HE'S THE r r biggest man in town ART FORD of WNEWs famous ED MILKMAN'S MATINEE" . . . and he's listened to devotedly by a BIG audience }ou may he overlooking the POST-MIDNIGHT audience in the' densel) populated Metropolitan New York area, where millions are up and ahout at night, am night, all year round . . . not onh working late, hut just sta\ ing up late. Every week more than 2,000,000 of these people listen to the radio sometime after midnight'' ... an audience equivalent to the COMBINED POPULATION of Seattle. Rochester. Atlanta. San Diego. Toledo, Providence and Des Moines. \- man} as fifteen radio stations offer New York's post- midnight listeners a choice of programs, but one station — W \Eff ", with Art Ford on the "Milkman's Matinee" — alt rtuis a weekly audience LARGER THAIS ALL THE II OTHER STATIONS COMBINED .... AN AUDIENCE ALMOST 50% AS BIG ts THE TOTAL POPULATION OF THE 7 CITIES MENTIONED WOVE. The "Milkman's Matinee" the original all-night music and news program is broadcast 7 nights a week, midnight lo dawn (from 10 p.m. on Saturdays), and is available to you at just half WNEWs general rates! 4 i^KH \eu) York's favorite station for music and news ... 2/ hi>nrs a dn\ WNEW 1130 ON YOUR DIAL 1 1 1 1 1 1 [EDO] an DD Ti ru am m Hn ]0jD h aC Dm Q1 DDD DD D on DO AVAILABLE UPON REQUEST .... *From .i new, special PULSE survey, "The Post-Midnighl Radio Audience in Metro- politan New York." Write or 'phone for your copy: WNEW. 565 Fifth Avenue, New York 17. Y Y., PLaza 3-3300. Represented \>\ fohn ui.uk .■■ co AUGUST 1951 • 50c Per Copy $8.00 a Year Heport t How good is your account executive ?— p.36 K&E i oremium expert Sidney Silleck — see digest page Sr/MTHff< and Motives page 6 SP 10-45 I2ii0 MISS FRANCES SPRAGUE NATIONAL 8ROA0CASTINC *.0 ROCKEFELLER PLAZA NC* YO*K 20 H Y 2 Mr. Sponsor: J. Sanford Stations Stress Mer- chandising pag« Conoco Discovers Spot page 28 Viewer Gripes Valuable page 30 remiums Prove Profitable page 32 Commercial Pointers page 34 Editorials page 80 WCOD AM 5000 WATTS Ft* 47.000 WATTS WEST BROAD STREt 33OI ^E5' c__9 p O BOX 5229 ,0 20, Virginia RicHmond <^. utufl m Radio Tunebuyers , • „ station WMBG Radio bta^ To: lio bMiAw Fr0B: «, tmprOVH) FACILITIES oCcurred at ♦h* purpose of this to are t0 the gr ^ cr might It lS.thCpS months, all of wn ing our facu. ^ ^ in, fdvertisers who are now emp ^ t0 use ^ regional advert e_engineerea, stands 6*2 lee/ f ct it • i-i- ine equipment was re r whlCh s In f act, ipvel is thr,ee lpneth long, « J increase in covei & r signal If: full 5/8 ^^ry s^""!"1 to those -ho can recede substa„tially the result has been fAMHJK ^ssion method has suns and promotion or any v«t-» trul Very truly yours, Radio btava. & July issue. It's the best compilation of radio fads in brief readable form I have ever seen. Paul Martin Manager WCCC Hartford, Conn. We have had a number of requests from our field representatives for cop- ies of the TV Map for Sponsors: Fall 1951, which appeared as part of the 16 July issue of sponsor, and which will prove a valuable aid for them at Committee meetings, etc. We would appreciate receiving 25 copies of the map at your earliest con- venience. Bill Wren Timebuyer J. Walter Thompson New York Received the Fall Facts Issue. Think it's wonderful. Would appreciate a dozen tear sheets of the "TV Map for Sponsors," Fall 1951 and three copies of the issue. M. J. Rifkin Vice President in Charge of Sales Ziv Television Programs New York Congratulations on your Fall Facts Issue: 1951. The statistics you have compiled within the covers of this issue are ex- tremely well presented, and reflect not only the tremendous amount of re- search which I know was necessan. but an extremely intelligent editing job in reducing complicated things to their lowest terms. I notice that you are offering free copies of the "TV Map for Sponsors" to subscribers, and I should like to put in my bid for six at the moment, if you can spare them. Murray Grabhorn Managing Director NARTSR Neiv York Admired your television map on page 134 of your 16 July issue. You say copies are available upon request. Could we have about 10 for our television people? Thanks. Jim Brown Manager. Radio/TV Promotion BBDO New York A "TV Map for Sponsors" is lubscribers. Hate- for other- III ailahle free announeeil. Your Fall Facts Issue is as scholarly and exhaustive a handbook on current broadcasting as has ever been puh- lished. (Please turn to page 79) SPONSOR &S6t*'WAVE BESIDE Itehwik Shoufil "WeHi-Vet WEE KING! In addition to topnotch network shows*, WAVE and WAVE-TV also have a spectacular array of local talent. Our Pee Wee King, for example, has again been chosen "The Nation's Number One Western Band Leader" in a national public opinion poll conducted by Orchestra World Magazine. You probably know him best as the composer of "Tennessee Waltz" and "Bonaparte's Retreat"! Pee Wee and his Golden West Cowboys are on the air 6^4 hours a week, with a half-hour evening show on WAVE-TV and 12 half-hour daytime shows on WAVE. His television show is the highest-rated, locally-produced TV studio show in Louisville, while his radio programs are a local institution with some of the fanciest Hoopers you ever saw. Write direct or ask Free & Peters for all the "network-plus" facts on WAVE and WAVE-TV! *WAVE— NBC • WAVE-TV— NBC, ABC, Dumont WAVE* has a Daytime BMB Audience of 2:tfl. I'M) families in Kentucky and Southern Indiana. This area hat* an Effective Buying Income of $1.67 billion, as against $2.51 billion for the entire State. The Effective Buy- ing Income within WAVE'S Daytime BMB counties is 151% of the In- come in those Kentuckv counties in which WAVE does NOT have a BMB audience ! •The WAVE-TV Coverage Area contains 256,100 families. LOUI FREE 6- PETERS, INC. Exclusive National Representatives 13 AUGUST 1951 And now the HPL is August 6: Columbia's friendly voice in Boston, WEEI, today became the eleventh major-market station to broadcast locally radio's most sales- effective participating program, The Housewives' Protective League. Now WEEI (which has held the largest average share of the Boston audience every month since Septemher 1949) carries The Housewives' Protective League programs throughout a market of 921,410 New England radio families. .. where retail sales soared last year to $3,278,679,000! Now you can buy the HPL on eleven big stations — or on any one or any com- bination of them. Together they deliver 15.328.280 radio homes (36.6' < of the nation's total) and $54,278,791,000 in retail sales (38.7' , of the nation's total). Discover for yourself why more than 200 of the country's leading advertisers have used the HPL during the past year . . . and why they have named it "the most sales-effective participating program ... an y where!" For more informa- tion about the HPL on WEEI or any of the other stations, call any of the stations, their national representatives or... "'The program that sponsors the product9* THE HOUSEWIVES' PROTECTIVE LEAGUE 485 MADISON AVE., N.Y.- COLUMBIA SQUARE, HOLLYWOOD AMONG THE FOOD ADVERTISERS WHO USED THE HPL DURING 1950: oston ... on WEEI ! HPL Eastern Markets 50,000-watt WCAU 50,000-watt WTOP 50,000-watt WRVA HPL Midwest Markets POLIS 50,000-watt WBBM HPL Western Markets 50,000-watt KIRO A-l Mustard Arnold Bakers, Inc. Atlas Meat Company Baconetts Co. Barq's Beverages Bib Orange Juice Birds Eye Blue Bonnet Margarine Bond Bread Booth Fisheries Frozen Foods The Borden Company Brentwood Eggs Briggs & Co. Frankfurters Brook Hill Farms California Fruit Ade Bases Canada Dry Spur Capitol Frito Co. Corn Chips Centennial Flour Central Ice Cream Cliquot Club Davidson Bakeries Dining Car Coffee Dixie Fry Donald Duck Frozen Orange Juice Dreyer's Grand Ice Creams Duff's Mixes Dulany Frozen Foods Durkee Early California Olives Embassy Dairy Flako Products Corp. Fleischmann's Yeast Florida Citrus Fritos and Chee-tos Funsten Pecans G. Washington Coffee Gibbs & Company Gold Seal Bleach Gordon Baking Co. I. J. Grass Noodle Co., Inc. Guthrie Biscuit Co. HO Oats Haase Co. Olives Habitant Soup Hellmann's Mayonnaise Hi-Life Dog Food Hi Power Meat Balls Holland Mills Mustard Home-Style Frozen Waffles Hoyt Brothers Pie Mixes Instantwhip Jekyll Island Shrimp Jelke's Good Luck Margarine Juice Industries Kitchen Bouquet Kosto Pudding Krey Packing Co. Ham La Choy Libby, McNeill & Libby Lydia Grey MacFarlane Candy Majestic Mayonnaise Meadow Gold Ice Cream Michigan Mushrooms Miller Milling Co. Cake Mix Mrs. Stevens Candies My-T-Fine Puddings Nabisco Crackers Nu-Maid Margarine Nucoa Nutt Brothers Cookies Old Manse Syrup Ottenberg's Bakers Pal Orangeade Peltons Spudnuts Pepsi Cola Pevely Dairy Products Philadelphia Dairy Products Pictsweet Frozen Foods Pillsbury Mills Mixes Pine-Sol Q-T Frosting Quaker Sugar Reddi-Wip Rock Springs Beverages Royal Gelatin Sauce Arturo Seaside Lima Beans Skippy Peanut Butter Snow Crop Spry Strongheart Dog Food Teddy's Sea Food Tip-Top Bread United Fruit Washington Flour Wheatena White Star Tuna Wonder Bread Yuban Coffee aul Gibson Show what fih m means to advertisers According to the trade papers, there's a lot of film in tele- vision's future. As a matter of fact, there's a lot of film in television right now. There's film for programs of every description . . . for every audience group. It makes good sense. Film assures uniform picture quality which is so often lacking in kinescope recordings. It makes good sense, too, to buy coverage for that film on a Spot basis. For Spot rates are generally lower than network rates for the same period — in some cases substantially lower. So, after paying for extra film prints and their distribution, you're still ahead. who plan to use television You use only the markets you want. There are no minimum station requirements. No "must" stations. With Spot pro- gram advertising your distribution and sales plans determine your television coverage. And you're a more profitable customer to the stations. Sta- tions make more money when any time period is sold for a Spot program rather than a network show. So they clear time more readily . . . cooperate wholeheartedly. These advantages of Spot program advertising — lower sta- tion rates . . . greater market choice and station cooperation — these are television fact, not Hollywood fiction. To find out what these advantages can mean to your televi- sion advertising plans, call in a Katz representative and get the full story on Spot programs. You'll see that in television . . . you can do better with Spot. Much better. THE ATZ AGENCY, INC Station Representatives NEW YORK • CHICAGO • DETROIT • LOS ANGELES • SAN FRANCISCO • ATLANTA • DALLAS • KANSAS CITY 12 SPONSOR Newv and renew 13 AUGUST 1951 I. New on Television Networks SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration American Bakeries Co Borg-Warner Corp (Norge div) General Electric Co General Motors Corp ( Frig- idalre div) Gerber Products Co Gruen Watch Co Andrew Jergens Co Knomark Mfg Co Lehn & Fink Products Corp Lehn A Fink Products Corp National Biscuit Co Pel Milk Co Procter & Gamble Co R. J. Reynolds Tobacco Co Simoniz Co Snow Crop Marketers Inc. Sterling Drug Inc Sterling Drug Inc Toni Co Tucker Wayne & Co J. w alter Thompson Young & It ill. i. .1., Footc, Cone ci Belding Federal McCann-Erickson Robert Orr I in 1 1 Mogul McCann-Erickson Lennen & Mitchell McCann-Erickson Gardner Compton William Esty SSCB Maxon Dancer-Fitzgerald- Sample Dancer-Fitzgerald- Sample I .mi. . Cone A Belding ABC-TV NBC-TV NBC-TV CBS-TV 61 NBC-TV ABC-TV NBC-TV NBC-TV CBS -TV 29 NBC-TV 38 NBC-TV NBC-TV CBS-TV 43 NBC-TV 39 NBC-TV NBC-TV CBS-TV 12 ^ABC-TV 21 CBS-TV 61 The Lone Ranger; Th 7:30-8 pm; 4 Oct; 52 Kate Smith Show; alt W 8:30-9 pm; 19 Sep; 20 wks Bi.l Goodwin Show; T. Th 3:30-4 pm; 11 Sep : 52 wks Unnamed; Sun 6-6:30 pm ; 2 Sep; 52 wks Kate Smith Show; W 4:45-5 pm ; 12 Sep; 39 Gruen Guild Theatre; Th 9:30-10 pm; 27 Sep; 52 wks Kate Smith Show; W, F 4:15-30 pm ; 12 Sep; 39 wks Kate Smith Show; T 4:30-45 pm; 11 Sep; 52 Bride and Groom; T 3:15-30 pm; 31 Jul; 52 Your Show of Shows; alt Sat 10-10:30 pm; 8 Sep; 20 wks Kukla. Fran & Ollie; W 7-7:30 pm; 29 Aug; 52 wks All Star Bevue: Sat 8-9 pm ; 8 Sep; 44 wks Steve Allen Show; T, Th 1:15-30 pm; 7 Aug; Your Show of Shows; Sat 9-9:30 pm; 8 Sep; 39 wks Kate Smith Show; Th 4:15-30 pin; 13 Sep; 39 wks All Star Revue; Sat 8-9 pm; 8 Sep; 44 wks Songs For Sale; Sat 10:30-11 pm; 15 Sep; 16 Mystery Theatre; F 8-8:30 pm ; 5 Oct; 52 wks Crime Photographer; alt Th 10-10:30 pm; 27 Sep; 26 wks 2. Renewed on Television Networks SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration Lenrus Watch Co J. D. Tarcher NBC-TV Glidden Co Meldrum and Fewsin th NBC-TV Kellogg Co Leo Burnett NBC-TV 42 P. Lorillard Co Geyer. Newell & Ganger CBS-TV 32 Manhattan Soap Co liii. in. Jones NBC-TV 63 S.O.S. Co McCann-Erickson NBC-TV Standard Oil Co (I ndiana) McCann-Erickson NBC-TV 11 Wander Co Grant NBC-TV 41 William Wrigley Jr Co Ruthrauff & Rvan CBS-TV 9 Your Show of Shows; Sat 9:30-10 pm (10 mins); 8 Sep; 39 wks Kate Smith Show; W, F 4:30-45 pm; 12 Sep; 13 wks Howdy Doody; T, Th 5:30-45 pm ; 4 Sep; 26 The Web; W 9:30-10 pm ; 11 Jul; 52 wks One Man's Family; Sat 7:30-8 pm; 28 Jul; 52 Your Show of Shows; Sat 9:30-10 pm (10 mins); 8 Sep; 39 wks Wayne King Show; Th 10:30-11 pm ; 5 Jul: 52 wks Howdy Doody; W 5:45-6 pm; 29 Aug; 52 wks Gene Autry; Sun 7-7:30 pm ; 22 Jul; 52 »k» •^ 49 3. Station Representation Changes STATION AFFILIATION NEW NATIONAL REPRESENTATIVE KTRM, Beaumont, Tex. WGN, Chicago WGN-TV, Chicago WGTM, Wilson, N. C. WNAC-TV, Boston Independent MBS DuMont CBS ABC, CBS, DuMont Adam J. Young Jr, N. Y. George Hollingbery and Co, George Hollingbery and Co, Walker Co, N. Y. II-R Representatives. N. Y. 4. \ «'ir and Renewed Spot Television SPONSOR Blatz Brewing Co Calorie Stove Corp Cat's Paw Rubber Co Chase National Bank AGENCY NET OR STATION PROGRAM, time, start, duration Kastor, Farrell, Chesley WNBK, Cleve. & Clifford Neil D. Ivey S. A. Levyne Hewitt, Ogilvy, Ben* & Mather WNBW. Wash. WAFM-TV, Birm. WCBS-TV, N.Y. 20-sec stn break; 13 Jul; 8 wks (n) 1-min panic; 18 Jul; 26 wks (n) 20-sec anncmt; 2 Aug; 52 wks (n) 20-sec anncmt; 6 Aug; 52 wks (n) • In next issue: New and Renewed on Networks, New National Spot Radio Business, National Broadcast Sales Executive Changes, Sponsor Personnel Changes, New Agency Appointments Numbers after names refer to category in New and Renew: W. J. Ashton (5) Don Blauhut (5) H. W. Calvert (5) J. Frank Gilday (5) Roland Gillett (5) .Wit* rind It viir iv 13 \ugust 195/ 4. New and Renewetl Spot Television (continued) SPONSOR AGENCY NET OR STATION PROGRAM, time, start, duration Columbia Records tm* Dcering, Milliken & Co Eversharp Inc Goodyear Tire & Rubber Co Great Atlantic & Pacific Tea Co Robert Hall Clothes Inc H. J. Heinz Co Charles E. Hires Co Keebler-Wcvl Baking Co Kellogg Co Kentile Inc kentile Inc Libby, McNeill & Libb) Vlarcalus Mfg Co John Morrell & Co C. F. Mueller Co National Brewing Co Personal Product- Co R. J. Reynolds Tuba Co It. .rl, mi. mil Bros Standard Brands Inc U. S. Tobacco Co McCann-Erickson WCAU-TV, Phila. Young vi Ruhi. mii WCAU-TV. Phila. Biow \\ >l M-TV. Birm. < nmptoil WBTV. Charlotte Paris * Peart WCAU-TV, Phila. Frank B. Sawdon WCBS-TV, N.Y. Maxon WBZ-TV. Bo-ton N. W. Aver WTOP-TV. Wash. McKee & Albright WNBW. Wash. Kenyon & Eckhardt WPTZ. Phila. U.itln .mil .V Ryan WNBT. N.Y. Ruthrauft & Rvan WCBS-TV, N.Y. BBDO WNBT, N.Y. Calkin- & Holden, Car- WNBT. N.Y. lock. McClinton & Smith N. W. Aver WNBQ. Chi. Duane Jones WPTZ. Phila. Owen & Chappell WNBW, Wash. Compton WBZ-TV. Bo-ton William Esty WNBT, N.Y. Ouality Baker- of WPTZ, Phila. America Compton WCBS-TV. N.Y. Kudner KNBH. Hlvwd. I-min anncmt; 4 Sep; 13 wks (n) 1-iiiin anncmt; 9 Aug; 26 wks (n) 20-sec anncmt: 17 Jul; 52 wks (r) 20-sec anncmt; 7 Aug; 52 wks in) 20-sec anncmt; 1 Sep; 13 wks in) I-min anncmt; 5 Aug; 26 wks (r) «. 20-sec -tn hreak; 13 Aug: 26 wks 20-sec anncmt; 1 Aug : 13 wks (r) 20-sec stn l.reak : 13 lug; 52 wks 8-sec stn break: 31 Jul; 13 wks (r) '-•nin partic: 21 Jnlv; 52 wis ( n ) in) 20-se I -tn hi 25 Jul; >2 wks l i. I partic; 6 Aug; 13 wks (r) 20-sec anncmt; 14 Aug; 52 wks H. NOV 'Sft-ATR. '51. BMB FIGURES DON'T LIE i «*# Bl . . . there are certainly plently of occasions when they've been misinterpreted. Give three different agency Time Buyers BMB data to analyze and evaluate— and the chances are they'll come up with 2 or even 3 different answers. The whole trouble is there's never been an accepted standard of procedure for eliminating the popularity factor from BMB figures. This must be done if you are to get true measurement of the physical coverage of any radio station. We've licked that problem with a new and dependable formula which by discarding the variable elements of program or performer popularity is completely fair to ALL stations. We'll tell all-at your convenience. i^rcLa^rv CftHtsmy&nc. RADIO STATION REPRESENTATIVE 22 EAST 40lh STREET • NEW YORK 16, N. V. NEW YORK • ST. lOUIS CHICAGO • IOS ANGEIES • SAN FRANCISCO J. Sanford Rose President Rhodes Pharmacal Company, Chicago Forty-four-} ear-old "Sandy" Rose is known coast-to-coast as one of the most colorful figures in the proprietary drug industry. But. in addition to color, Rose has acumen and zeal, a combination pay- off evident in Rhodes' 1950 sales figure for Imdrin. This product for arthritis and rheumatism sufferers grossed $3,500,000 last year, about a million dollars more than its closest competitor — Dolcin. Behind Rose's strategy is a thorough knowledge of the drug indus- try garnered over 23 years. He started as a representative and associate of his brother, Jerome H. Rose, working as a field agent for drug companies. When Rhodes' parent company. Oxford Prod- ucts, Inc.. was formed 20 years ago, "Sandy" Rose joined as vice president. Oxford, after 20 years, is still very active in the vitamin capsule field but has been overshadowed by Rhodes' surge. Rhodes Pharmacal was formed in 1945 to market Imdrin, with "Sandy" Rose appointed president by Jerome H. Rose, who is chair- man of the board. Almost immediately the firm turned to radio to herald Imdrin. Announcements in selected markets made arthritis and rheumatism sufferers Imdrin-conscious. Up to 1950, announce- ments on stations throughout the country kept up their selling job. Then, in 1950. Rhodes ventured into network radio. Super-salesman-commentator Gabriel Heatter was chosen to in- troduce Imdrin to his millions of Mutual network listeners. At the time. Imdrin sales were mounting but Heatter's radio wizardry was to solidify its position. He carried the ball for Imdrin from August 1950 to April 1951. two-times weekly. Then Rhodes sought a new audience. The Story of Dr. Kildare with Lionel Barrymore seemed a natural. Sponsorship of the MGM transcribed show began in Februai\ L951, expanded to 100 stations. Current!) Rhodes has a $2,000,000 appropriation handled by O'Neil, Larson & McMahon of Chicago. A 609? slice goes into this year's radio- 1\ efforts. Rhodes ventured into TV with 20-second and one-minute announcements, is now planning five-minute film commercials to tell the Imdrin story. When Rose is not keeping a sharp eye on the Imdrin sales graph, his taste leads him into the highways and byways of fine eating. Gourmet, tennis player, avid fisherman and collector of Chinese art round out the many facets of "Sandy" Rose's personality. TS SPONSOR MR. SPONSOR: "SENSATIONAL" GASOLINE SALES in DETROIT from very first week on WJBK! fiSJffff* Detroit ieTe To^r „ "• Ri chard p , Gentiefflen: Jones June ?c , ^6> J 951 i ^nd tSh6°Cess of *JBK r^liIr^CC^or\as one of Dpf advertisinfe"' years inad,Ve»-tisine 1JCty to SeVera/ hSe^iCe a°d aspn g »e use'„ n Jine »i?5 approprint- hundred t0 JWMllS* *» «»t ft'8 Det^fteners to »BD: bjr Cor Doner D°NER **> coMPANy ". . . loyalty of . . . auto-radio listeners to . . . WJBK . . . phenomenon of today's Detroit media picture." Imagine the wallop that WJBK packs which enabled Speedway gasoline to boost their service stations from less than sixty to several hundred l 'Man, that's sales results! . . . And the tremendous out-of-home listenership is all bonus. No wonder smart advertisers reach — and sell — the booming Detroit market with WJBK. WJBK -AM -FM -TV DETROIT The Station with a Million Friends NATIONAL SALES HEADQUARTERS: 488 MADISON AVENUE, NEW YORK 22, ELDORADO 5-2455 Represented Nationally by THE KATZ AGENCY, INC. 13 AUGUST 1951 19 New developments on SPONSOR stories 225,000 population In Metropolitan Mo< bile — And Still Grow- >g! National Representative, Adam J. Young, Jr. F. E. Busby, 'General Manager Sect "Trend toward flexibility" ISSUO: 16 July 1951 (Fall Facts), p. 55 Subject: More and more advertisers are using network radio on a semi-spot basis The radio keynote today is flexibility, with regional nets permitting big advertisers to pinpoint their ad drives. The next step is sales flexibility. And now the formation of the Upper Midwest Broadcast- ing System aims to give sponsors just that. The set-up: advertisers and their agencies will now be able to clear availabilities and place advertising on any or all of the 44 stations of the system with a single contract through Upper Mid- west's Minneapolis office. Group rates have been established; there are no basic required stations. Coverage: the stations serve Minne- sota, Wisconsin, North and South Dakota, and upper Michigan. Orville Lawson, Upper Midwest's president, explains the need for the system: ". . . the number of radio stations in the upper Midwest has more than doubled. This growth and development of hometown stations has effected major changes in listening habits and the forma- tion of our system is felt to be an important step to help in provid- ing adequate sales material and information to regional and national advertisers. We are a regional sales group, not a regional network." Headquarters are at 933-935 Northwestern Bank Building, Minne- apolis. Group sales manager, Loren Sorensen; secretary-treasurer, Edna H. Brautigam. See: "Hofstra Study No. 2" Issue: 18 June 1951, p. 30 Subject: NBC's analysis on TV effectiveness shows eustomers-sold-per-dollar re- mains high Advertisers are still getting their advertising dollar's worth despite increases in TV rates. Latest proof comes from a recent WOW-TV, Omaha, survey. The major finding: advertisers are reaching rural families in the TV fringe areas; actually more than one-third of the farm families in WOW-TV's fringe area are now TV set owners. Projected, these figures would indicate a potential WOW-TV farm audience of between 20,000 and 23,000 farm families. The station conducted a postcard survey among 1,267 RFD box- holders adjacent to towns 34 miles east, 31 miles north, 40 miles west, and 47 miles south of Omaha. Briefly, the postcards sought a set-ownership check on specific rural routes. The question asked: do you own a TV set? No signa- ture was required. A total of 295 replies were received, 24% of those sent out. A recap bv areas follows: %of Own a set? Total ', oj Replies Yes No Total Mailed Replies With Sets 57 83 312 27% 31.3% 39 77 340 23% 49.3% 62 83 308 28% 25.3% 36 52 307 IT'. 30.3% Oakland, la. Missouri Valley, la. Wahoo, Neb. 26 38 21 Nebraska City, Neb. 16 Total 101 194 295 1267 23.3% 34.3% 2D WOW-TV also queried five leading distributors about area set sales: would the area total hit 100,000 this year? All replied they thought set sales would reach that figure, the station reports. SPONSOR ONE OF AMERICA'S 8/6&£Sf ADVERTISING BARGAINS! 152% MORE LISTENERS THAN 5 YEARS AGO; RATES PRACTICALLY UNCHANGED! In 1945, Des Moines had only 3 stations. Today, it has 6 radio stations and television service from Ames, 30 mile.s north. In the past 5 years, the increase in the use of radio by set owners in the Des Moines area is phenomenal! The average gain is 56.6%. And, there are more people to listen. In Des Moines' Polk County, for instance, 14.9% more people live in 24.6% more homes than they did 10 years ago. Today, an average of 152.4% more people listen to KRNT than 5 years ago! A moment's study of the chart below will convince you that KRNT offers one of the greatest advertising bargains in America. Audi- ences have doubled and re-doubled, while rates remain practically the same as in 1945. By every standard of comparison, KRNT is one of the great stations in the nation. We're big and growing bigger in a big market . . . FAST! Even before joining CBS June 15th, KRNT led the Des Moines Hooperade morning, afternoon and evening." Now, more than ever, you're right when you buy KRNT-CBS! TIME PERIOD 7:15 a.m. Percent Tune-In All Stations 1945* 1950" 9.4% 17.8% Percent Tune-In Gain All Stations 89.4% KRNT Ratings 1945* 1950" 5.5 12.6 KRNT Percent Gain 129.1% KRNT Program Time Percent Cost Increase 11.1% 8:00 a.m. 10.1 21.3 110.9 2.7 12.6 366.7 11.1 Noon 18.6 25.8 38.7 9.0 12.8 42.2 None 6:00 p.m. 22.3 28.7 28.7 5.5 14.3 160.0 None 10:00 p.m. 23.8 27.0 13.4 7.0 15.5 121.4 11.1 6:00-8:00 a.m. avg. 7.8 14.8 89.7 3.4 7.1 108.8 None 12:30-1:30 p.m. avg. 17.9 26.0 45.3 4.0 12.2 205.0 None 3:30-4:45 p.m. avg. 15.7 21.5 36.9 5.0 9.3 86.0 None •Fall-Winter, 1945-46; "Fall-Winte r, 1950-51. C. E. Hooper Audience Index. ^VTHAT *=*Q> STATION WITH THE FABULOUS PERSONALITIES AND ASTRONOMICAL HOOPERS BUt THAT . . tin H^i Hoopenltd. Sales results piemediUted. CBS ifliliiled Slition in Des Moines' CLIP AND FILE THIS AD £~J) UNDER "IOWA RADIO" 13 AUGUST 1951 REPRESENTED BY THE KATZ AGENCY 21 w?l <^ «/- ^SgliSS j/ . _* £1 QJ |/H IT. ■ 5 ■ j«JKS^.; ,#\ 'V Yi mm |9« *9li w"i Wjf- 11 h( ' *fi tjWfflf <:Cx9ida B/|w \ j I vB — zZH 4 \f X% t X t-; >1^ $1 i2SV 1 \$i fN i $ II 8 1 |,| V ■*»" m*>\ Wk ■ - , Noiv KCBS is ten times more powerful ! Already the leading station, the most listened-to station in the San Francisco Bay Area— first in local programming and first in over-all share of audience*. . . Now— with 50,000 watts at 740 and a brand-new transmitter at a strategically-located new site— KCBS is throwing a powerful, clear signal throughout virtually all of Northern California . . . reaching 9 out of 10 Northern Calif ornians and delivering many thousands more customers for you. Remember, Columbia-owned KCBS is ..now 50,000 watts! Ask us or Radio Sales to show you what KCBS' switch from San Francisco's leading station to North- ern California's leading station can mean to you. *Pulse of San Francisco KCBS: now ten times more powerful! whether you're 3 dollars worth ♦ ♦ ♦ selling ". . .by comparison to the 700 stations we have used during the past year . . . WPAT'S PERFORMANCE STANDS ALONE. 21, 000 ORDERS IN EIGHT WEEKS TIME speaks for itself. The interesting thing about your station's performance is further re- flected in the fact that you have to meet the competition of the over- whelming activity of all the television stations and radio stations in the Greater New York area. . . . MEASURED AGAINST OTHER NEW YORK STATIONS, YOU CONSTANTLY HAVE DONE MORE THAN ALL THE OTHERS COMBINED*. . . " TELEVISION ADVERTISING ASSOCIATES Baltimore, Maryland Agency for Charles Antell, Inc. July 3, 7957 or 3 thousand! ♦ ♦ ♦ "... a review of our past four months' business has brought to light a few facts. During this period of time, the automotive business had felt a slump. However, our experience during this time was CONTRARY TO THE TREND. We feel, without a doubt, that OUR ADVERTISING ON WPAT IS RESPONSIBLE FOR THIS REMARKABLE SHOWING. We did little or no advertising other than our spots on WPAT. . . . through the efforts of this medium we have managed to sell a far greater number of cars than our normal potential calls for. IN FACT, WE WOUND UP THE MONTH OF JUNE WITH NO CARS ON HAND ! We wish to continue our present program until the 1952 Lincolns and Mercurys are introduced, at which time WE INTEND TO INCREASE OUR ACTIVITIES ON WPAT. Peter A. Farrenkopf, Pres. PATERSON LINCOLN-MERCURY July 30, 795 7 WPAT IS A PAYOFF.' 5000 WATTS — 930 KC — NIGHT AND DAY PATERSON NEW JERSEY 24 * Including network stat'ron. SPONSOR 1TUMD OnWL? STORE INTERVIEWS ARE PART OF WLS PROMOTION. KYW, WNBC, OTHER BIG-CITY OUTLETS ARE ALSO MERCHANDISING-MINDED low big-city stations swing to merchandising Point-of-sale plugging by aggressive radio si a I ions gives sponsor new plus. Here's what you get on WLS, WNBC, KYW, other outlets spot Why do some husbands leave home? A variation of this question is being asked by many radio stations: Why are a number of sponsors drop- ping radio advertising? The facts of life provide a single answer to both questions. In many cases wives, grown placid from years of easy living, don't know how to com- pete against the charms of a young rival with an intriguing look and a 13 AUGUST 1951 plunging neckline. So they lose their meal tickets — and their self-confidence. Instead of doing anything construc- tive, they spend their time feeling sorry for themselves and moaning. "1 gave him the best years of my life." (The same applies to some radio stations. I Other matrons aren't so vulnerable. Instead of relying on wishful thinking, they enhance their attractions. For the most part, they manage to keep the home fires burning by anticipating the needs and helping solve the problems of their breadwinners. To predatory sirens their battle song is. "Anything you can do. I can do better." I The same applies to some radio stations.) So much for the analogy between the husband-wife-other-woman and the advertiser-radio-television triangles. As matters stand at present, some AM broadcasters are wrapped in a fog 25 WLS Promotes "World Leadership Sale' SUMMER MERCHANDISING PLAN AT WLS, CHICAGO, GETS POINT-OF-SALE PROMOTION FOR STATION'S FOOD ACCOUNTS (NOTE WJ of defeatism; others are adjusting themselves realistically to changing < oihI'iI ions. I lie lattei heliev e that the best way to offset TVs impact is to convince the advertiser that he's get- ting more for his money. One important way of accomplish- ing this I not the only one of course I is through point-of-sale merchandising — especially for food products, with their dependence on impulse purchase and prominence at point-of-sale. This article deals with what several big-city stations are doing, especially during the summer — stations like WLS. Chi- cago; WNBC, New York: KYW, Phila- delphia; WBZ, Boston. WLS is doing an outstanding job of summer merchandising. Three weeks after inauguration of its summer food promotion, a WLS spokesman told sponsor: "We already have added six national accounts directly traceable to the results ol this merchandising-pro- motion plan." It's particularly signifi- cant that WLS is now showing leader- ship in merchandising. As a powerful big-city outlet with a strong rural fol- lowing, the station never devoted much effort to merchandising. But now WLS, like oilin sage metropolitan sla- tions, is going all out to add effective- ness to ii- advertising punch at the point-of-sale. Since food advertising represents i oughl) hall ol the average radio sla- lion s revenue, the \\ LS promotion has nationwide relevance. Sales figures of representative chain store groups show 26 only a 4% to 6% decline in dollar volume in July and August as com- pared with January to June or Sep- tember through December business (meaning that there is 94 to 96% as much business available in the sum- mer months as in the other months of the year). But the decrease in adver- tising during these two months is con- siderably greater than the drop-off in dollar volume. A plan like WLS Sum- mer Food Promotion therefore en- ables alert food manufacturers to get an extra slice of the summer business in selected markets while the competi- tion is taking a siesta. That rates con- sideration. Here's how the WLS plan works. From 4 June to 15 September the sta- tion broadcasts Hello. Homemakers, a 15-minute Monday-Wednesday pro- gram designed for housewives. It fea- tures Josephine Wetzler. an experi- enced homemaker and radio performer. Among other services to the listeners. she presents a produce report of gro- cery items that are in adequate stock and attractively priced. She also fea- tures a letter contest on various sub- jects. Writers of letters which are read on the air receive a $10 merchan- dise certificate. Each of seven chain store groups — National Food Stores. Grocerland Co- operative, Central Grocers, Certified Grocers of Illinois. IGA. Jewel lea Company, and Clover Farm Stores — sponsors the program for a two-week period at no actual cost to them. Dur- ing their participation they may use Hello, Homemakers for whatever pur- pose they wish. The show is publicized by a series of daily announcements plus plugs on the National Barn Dance and WLS Feature Foods' Martha and Helen. As their part of the promotion each store group has placed all WSL-spot- advertised products — which they regu- larly stock — on a preferential list. Spe- cial pushing of these products in- cludes: 1. Better shelf position. 2. Special displays. 3. Shelf cards calling attention to each item as a "WLS Summertime Special." 4. Highlighting "As Featured on WLS'' on banners, window posters and displays, and when possible in their newspaper advertising. 5. Listing the products in their newspaper advertising. 6. Listing the products in store cir- culars. 7. Regular bulletins to store man- agers with a list of the products and instructions on bow to merchandise them. During the weeks of each chain's participation, Feature Foods (spon- sor. 23 April 1951 ) stages a special Wednesday - Saturday promotion in three of their stores. Merchandise women from Feature Foods' staff pass out recipe round-ups, compile infor- mation regarding Feature Foods' prod- SPONSOR \ TORES GET FREE AIR PLUGS IN RETURN ucts. and determine why the customers came to the store. I The latter phase enables WLS to check on the effective- ness of its operation.) Under the station's summer mer- chandising plan the advertiser, the chain group, and the station all bene- fit. The advertisers product is pushed in 2,024 stores. And it was plugged in ads in 87 newspapers throughout the WLS area the first week of the pro- motion alone. The chains cash in on increased store traffic induced by the broadcast activities. The station makes friends in the important food industry and bolsters its revenue during the summer. The success of the plan assures its future for many seasons to come. As a matter of fact, there is a possibility that WLS may continue it on a year KYW, Philadelphia, has summer merchandising plan for sponsors in $ 1 75-weekly-and-up class 'round basis for some time to come. WNBC, New York, features an en- tirely different kind of summer promo- tion. In addition to its Operation Chain Lighting (which will be de- scribed later), the station offers adver- tisers the sales potential of 35,000,000 extra listeners. That's the number of people who visit Rockaway Playland, a beach amusement park, during the hot-weather season. While there they hear WNBC programs from strategi- cally located loud speakers of a public address system that blankets the park area. They soak up sunshine and sales messages at the same time. Some advertisers transcribe special commercials to be fed to Rockaway. These tie in with the general atmos- phere and activities of the place. It gives them a personalized touch which Sponsor gets tie-ins with store's newspaper advertising in addition to store displays adds to the effectiveness of the sales pitch. For instance, a listener who hears, "While you're lolling on the sand at Rockaway this hot day refresh yourself with a bottle of Hinklehoop- er's Beer," is far more likely to do just that than he would if the message didn't mention the place. There's even a possibility that the memory of the personalized touch may linger and in- fluence him to become a regular pur- chaser of Hinklehooper's Beer. The station exploits this association with Rockaway to the fullest extent. As an illustration, the Playland's bath- ing beauty contests are judged by WNBC personalities. During the build- up and the event announcements over the p.a. system link the personality with his sponsor or program. I Please turn to page 58) WNBC TIES IN WITH AMUSEMENT PARK; TALENT CONDUCTS CONTESTS; SPONSOR GETS EXTRA PLUGS VIA LOUDSPEAKERS 13 AUGUST 1951 27 Conoco hits a gusher After 15-year hiatus from air, Conoco wins 1,000,000 new customers with aid of $600,000 gamble in spot radio and TV / |^k The Continental Oil Compa- j n\ of Ponca City. Okla.. has g^ struck oil again. This time, though, its gusher of black gold is not spewing forth from the hundreds of oil fields it owns, scattered over 5,000.000 prospective acres from Texas to Cali- fornia and Wyoming to Kansas. Not at all. This time, the multi-million- dollar oil company has tapped the lush well of spot radio and TV advertising, and the strike has proved a real wild- catter. The company first began drilling in- to the spot broadcast medium in Feb- ruary, 1950, when it launched its new premium motor oil — Conoco (pro- nounced "A'o/toko" I Super Motor Oil. Since dropping a network radio show in 1935, the company had restricted its major advertising pretty well to newspapers, magazines, and outdoor posters. But now, after 15 years, it had a new problem and a new product. Quick to recognize the value of spot radio/TV was Harry Kennedy, Conti- nental's keen-minded vice president in charge of marketing. Kennedy's think- ing: spot radio had proved extremely effective when Continental used it briefly in 1945 to launch a new gaso- line, N-Tane. So, for Conoco, the sponsor in- itiated a campaign of four-a-day an- nouncements over 61 radio stations and a tentative 13-week schedule of two-a-week announcements over about 20 TV stations. In short order, the sponsor's reaction was expressed in exultation. In the words of Charles Brocker, Conoco account executive at Geyer, Newell & Ganger, and an alum- nus of the fabulous adman. Jay Ster- ling Getchell: "The company felt very happy with its broadcast advertising, especially as the dealers were absolute- ly delighted by their radio and TV sales results." The TV announcement schedule was hiked to six-a-week and extended to a year-round basis. And the radio an- nouncement campaign, though still on a four-a-day basis, recently added 35 stations to the list, adding up to a to- tal of 95 radio stations carrying the Conoco message. As a consequence, from just about zero, Continental Oil is now spending over $600,000, or about one-third of its total $1,800,000 advertising budget on broadcast ad- vertising. Roughly $400,000 is devot- ed to radio; $200,000 to TV. The rest of the ad appropriations is spent in outdoor posters; magazines like Sat- urday Evening Post; marketing trade papers, like National Petroleum News; industry trade papers like Oil & Gas Journal; farm papers and newspapers. Thanks in good part to its radio and TV efforts, Continental Oil is able to boast in its broadcast commercials that over 1.000,000 consumers switched over to using Conoco Super Motor Oil in 1950. Short of acknowledging that it's among the top motor oil companies. Continental officials are hard put peg- ging Conoco's exact status in the high- ly competitive oil realm. Trade sources indicate that the "big seven" are Jer- sey Standard. Texas, Socony Vacuum. Shell, Gulf. Standard of California, and Standard of Indiana. Here, in any case, is the current broadcast ad\ertis- ing lineup of just a few: • Richfield will continue Charles Col- lingwood and Larry LeSueur ( news- casters) over the CBS radio network until the end of the year (via Morey, Humm & Johnstone. Inc. I. A co-op Conoeo gross income; I. '>/."»- 1 ?*."»« Sales were down in '49, but went up in '50 when air advertising was added Millions of dollars 300 200 100 irm dropped Harry Richman 1935 net show, now uses spot 28 m ON RADIO in the biggest spot campaign Conoco ever put on the air- I waves... your customers and ' prospects on the road, at work, at play, will HEAR the evidence of real people, giving compelling, true-to-life reasons WHY they changed to New Conoco Sup_er Motor Oil. -? ; N +lYi f » "s tf *#V* ^« Si j^ ** 9r *«k% **. V: , And Conoco paves the way for you with TELEVISION with a great new TV spot campaign that lets your customers SEE and HEAR their fellow motorists telling about their con- vincing "50,000 Miles-No Wear" experience! MERCHANDISING BOOKLET (ABOVE), FIELD MEETINGS WHERE RADIO/TV COMMERCIALS ARE PLAYED, ENCOURAGE DEALERS plan is offered to local distributors un- der which Richfield picks up 50% of the ad bill, subject to limitation based on a percentage of sales. • Shell Oil Company, a news spon- sor since 1944, this year (via J. Wal- ter Thompson) will spend about $1,- 500,000 for news programs on 57 ra- dio stations and on WNBT, New York and KTLA, Los Angeles. • Atlantic Refining Company (via N. W. Ayer) will spend an estimated $1,- 000,000 for baseball broadcasts over 80 stations and, in the fall, football broadcasts over about 15 stations. • Esso Standard Oil Company ( via Marschalk & Pratt) is spending an es- timated $1,750,000 for the Alan Young Show on CBS-TV; Your Esso Reporter (as a summer replacement for Alan Young I on CBS-TV; and news pro- grams over 53 radio stations in 18 states and Washington, D. C. Continental Oil, which last year cel- ebrated its 75th anniversary, enjoyed a colorful past before it began ad- vertising its products over the air. The company was founded a year be- fore General Custer made his last 13 AUGUST 1951 stand against Sitting Bull — in 1875 — in Ogden, Utah. Its pioneering father was Isaac Blake, a black-bearded busi- ness tycoon who built railroads and opened up mines in the Rocky Moun- tain country. In those autoless days, he sold "coal oil," axle grease, and other petroleum products, delivered to customers in horse-drawn tank wagons. With the coming of the horseless carriage era — the tin lizzy days of the Stanley Steamer, Maxwells, and Win- tons — E. W. Marland, a lawyer and geologist, began searching for new sources of oil around Ponca City, Okla. Eight times he drilled in an area that geology said contained oil. Each time he hit a "duster" or a gas well. The ninth time he drilled on a parcel of land held by an Indian named Willie Cries-For-War, and oil gushed up richly. Marland merged with Con- tinental, and the company has pros- pered since. In January, 1930, when oil compa- nies began competing stiffly for the trade of Americans riding the road in newfangled Fords and Oldsmobiles, Continental launched its first broad- cast advertising campaign on the old Blue Network. The half-hour Thurs- day night show was called Conoco Ad- ventures, and it featured Ted Pearson as narrator, Joseph Koesner's orches- tra, and dramatic sketches. But as was to happen several times later, Continental began experimenting with the programing of the show, and in May, 1930, it suddenly dropped Conoco Adventures. In December. 1931, Continental decided to try its luck with network radio again, and it picked up a half-hour program on the old Red Network, Exploring America With Carveth Wells. It lasted until June. 1933, when iv, too, was cancelled. Shortly after, in February, 1934. Continental began sponsoring The Old Traveler on NBC, a show dedicated to the beauty spots of the United States and Mexico, and featuring a mixed chorus with Irving Talbot as director. Abruptly, in April, 1934, the show's name and format was changed. The program was now called Conoco Pre- sents, and it became a potpourri of va- riety entertainment and fact informa- ( Please turn to page 63) 29 30,000 TV gripes a day come fo four TV webs Viewer gripes are pur tip-off to bettor prograi From pressure groups to eraekpots, TV viewers freely air their gripes via the mails. Here's what you should know about them Stunning in the Stork Club, Faye Emerson's gowns touched off many viewer gripes when her necklines took the plunge on video screens Faye's necklines are higher, com- plaints lower these days. Viewers have made all TV sponsors sensitive to "cleavage," sex, etc. on shows 30 ■■%A W hen the big department «■ store pi i< e wai In oke out last spring between Macy's and Gimbel's, Milton Berle was ready. Marshalling his repertory company of stooges, he laid 'em in the aisles with a Berlesque take-off. As the chief floor- walker in a department store, Berle wore an exaggerated military costume, shouted orders to a corps of uniformed assistants while bargain hunters de- molished the store. There were belly laughs from coast to coast, but in the mail shortly after came biting complaints from a scatter- ing of viewers. Said the minority: "We have sons in Korea; there's noth- ing funny about war — on TV or other- wise." So seriously do television networks and astute advertisers regard the letters of viewers that within a few weeks after the Berle skit NBC and others went back to a World War II ruling — no spoofing of the military. That's just one of the many cases in which viewer mail — pro and con — has influenced television programing. As a sponsor, it makes sense for you to get the most out of your viewer mail, use it as NBC did as a barometer of public opinion — and a measurement of program popularity. Remember, vet- eran advertisers believe it's the most sensitive measuring tool you have — quicker than a rating, often far more revealing. Mail is especially useful in giving you the feel of how changing political, economic, and military conditions have (Please turn to page 70) SPONSOR i/.-iil?/ scenes are high on the list of pet peeves of pressure groups. gne party like this in a dramatic show brings fast gripes from the WCTU 2. Spoof illflf of social foibles, such as this satire on women voters, or any kidding of the Armed Forces, religion, minorities, professions brings complaints Leg things to remember about TV gripes /ith TV complaint letters outnumbering similar radio gripes y as much as 10-to-l, and pressure groups threatening boy- otts of shows and products unless demands are met, sponsors ill do well to study the pictures on these pages. They show graphically the kind of things that make many iewers and organizations write scathing letters to programs, etworks, the government, and the press. They reveal much bout trends in current public opinion — opinion which may elp a sponsor improve his program, or which may knock it ■ff TV. Pressure groups, representing organized minorities, are aore active than ever today (for full details, see story at ;ft). They flood the mails with complaints about drinking picture 1). spoofing of serious subjects (picture 2), alleged lurs on minorities and religions ( picture 5 ) . Their gripes re serious, but not representative of U.S. TV fans. Unorganized griping is mostly about sex and the amount f gore in mysteries ( picture 3 1 . You'll read in sponsor's tory why some gripes are justified (picture 4), some not, and diat should be done. Often, video griping falls into the lunatic fringe" class, but all of it should be evaluated and nswered, regardless. J • L j ■ *-~ -*^^^ tat' ^P ^ - ■ : ■ 3. Ititirder that is overly-violent or too detailed arouses the wrath of both educators and parents who fear it will have a bad effect on the youngsters 4. Slip-ups sometimes happen, even with care. "Martin Kane" show pic- tured tobacco being sold to a minor. Sharp-eyed viewers caught the legal fluff 'iol pressure by the NAACP is being brought to bear on Blati's , Andy." Charge: Negro roles give a "degraded" picture of a minority 6. Racial prejudice can pull gripes of different sort. Viewers have accused shows like "Toast of the Town" of being "too damn nice" to Negroes 100 How sponsors profit with premiums PART ONE OF A THREE-PART SERIES Use of offers is booming, with 30% more premiums now than 2 1 months ago GENERAL FOODS IS AMONG TOP FIRMS USING PREMIUMS. (L TO R.) W. P. DUNHAM, P. LILLARD, G.F. PREMIUM EXPERTS oye'r-oll The box-top business is booming! Premium merchandising — a century old this year — is at an all-time high. You'll find 30'/ more "plus-value" of- fers today than when sponsor reviewed the subject a year and a half ago 127 November and 5 December 19491. W. P. Lillard. sales promotion man- ager of General Foods Sales Division and president of the Premium Adver- tising Association of America, reports that the expansion is both "in terms of new users and increased volume by old users." Who arc these users? Turn on your radio or TV set and check some of the names. Many are firms which have at their disposal every known form of sales stimulant. They've tried most of them and compared the results. Obvi- ously they wouldn't be using premiums if other promotional systems were more effective. That's a blue-chip en- dorsement which rates attention in anyone's selling strategy. You'll do well not to overlook it in yours. Consider the variety of jobs per- formed by this kind of merchandising. According to John W. Cant well, pre- mium specialist of Compton Advertis- ing, Inc., New York, a correctly used premium offer accomplishes these im- portant objectives: 1. Attracts new retail customers. 2. Strengthens brand loyalty of old customers. 3. Increases product use and fre- quency of purchase. 4. Broadens retail distribution. 5. Furnishes talking points for salesmen calling on trade. 6. Gains point-of-purchase displays and merchandising tie-ins. 7. Adds zest to advertising copy. 8. Builds good will. That's an impressive list of benefits. It tells its own story of why the box- Frequency of premium offers by type of user (source: Premium Practice magazine | 75 - i 50 25 - 19501 19491 1948! 19470 1946C 1 - Lnl JiHi IL I ■WHlnil 1 Iffli Flour, Mixe & Feeds Breakfast Cereals Tea * Coffee Canned & Froien Foods Soft Drinks Condiments Peanut Butter These are premium promotion basics J. Premium merchandising is impelled by competition, a buyer's market. "Something-extra offers" stimulate sales, create goodwill. 2. Almost all premium offers are directed at women and children because they buy bulk of everyday consumer products: food, soap, toothpaste, etc. 3. Broadcast advertising is tops in selling premiums. Air media's advantages over competitors stem from personalized salesman- ship and overwhelmingly greater versatility of presentation. ■4. Daytime programs monopolize premium offers plugged via radio; TV pushes them regardless of hour. 5. Air time used to sell premium automatically sells sponsoring product at the same time. $. Majority of premiums are utility articles for home or person. Costume jewelry is leading novelty item. 7. Premium prices have not risen as much as general retail prices, enhancing their bargain appeal to today's cost-conseious public, which is anxious for bargains. S. Self-liquidating premiums increase sales without increasing advertising costs; are, therefore, as available to small firms and local sponsors as to industrial giants with nationwide distribution. 1 mount* charged for premiums 550 self-liquidating offers reported by "Premium Practice" 25 50 75 100 125 150 17 top business is the fastest-growing branch of advertising. Last year more than 10,000 firms proved that an open hand gathers more than a closed fist. They distributed $1,500,000,000 worth of premiums to help sell an estimated $8,000,000,000 worth of products. No wonder the system is called "aggres- sive selling by good will methods." But premiums should not be regard- ed as a panacea. They aren't. Proper- ly selected and exploited, they are ideal accessories to broadcast advertis- ing— each augmenting the effectiveness of the other. Incorrectly handled, they don't do anyone any good. This article deals with case histories of both kinds — and the reasons for their success or failure. The range of information encompasses the best time slots; the kinds of merchandise most popular as premiums; different promo- tional techniques; sound and unsound practices; current trends; and other factual data. I Premiums for adults are covered here; those for youngsters will be spotlighted in a second article. I To begin with, premium promotions are used for just one reason: close competition. Take the food industry as an illustration. It presents about 65* < of the plus-value offers. Why? Be- cause over 50,000 food manufacturers vie for the housewife's patronage. They deluge her with conflicting claims of product superiority — everybody's brand is the best. Which one should she buy? The inducement of a bonus deal, the lure of "something extra," is a potent factor in determining her 10 cents Over $1.00 choice. This is especially true if she's one of the 125,000 brides who become new homemakers each month. That covers the why of premiums and brings us to the ivho. Mrs. Consumer and her offspring — particularly those between the ages of six and 12 — account for well over 90' / of the traffic in box tops. As a rule, men don't go for these deals — mostly because there haven't been any strong campaigns directed at them. There's good opportunity for premium promo- tions to the male market. The when of AM's best support of these operations is during daytime hours. Every category of daytime ra- dio program scores heavily in selling premium-promoted products. Milad\ s {Please turn to page 66) Toiletries & Proprietaries Publishers & Broadcasters Petroleum Products iD Wearing Apparel I iscellaneous PART ONE OF A TWO-PART SERIES What vim should know about producing a film commercial This spring. Transfilm asked 50 top agencies to a series of film seminars* Here's a summary of what the ad men learned n V Since 1936, Joe For- est has written films ranging from movie trailers to soap com- mercials. He is a ley Transfilm exec. __■ Muralist, set design- er, TV expert — that's Paul Petroff, Trans- film's Art Director and scenic specialist on all TV film jobs. Jack Zander, Trans- film's ace animator, has over a thousand such films to his cred- it. He has grown up in this young medium. 34 IMfcVvJk Television is tin- meteoi me- ■B dium of advertising history. Not since some Neanderthal entrepreneur discovered you could scratch the wall of a cave and make a hill board has any medium grou n so rapidly. Amid the haste, there's been little time for most ad men to get a systematic education about fundamen- tals like film-production techniques. It s been a matter of learn on the run — or get lost in the rush. />';// this spring Trans film Inc., a SPONSOR trm miicl f Ac f ries, repoi Ihm port: moto fh Cmti k meet/ SPONS as J ikse Ck II) The really is a si about white i » am words. % that he oercia 13 AU leading, producer of TV film commer- cials for Shell Oil, General Foods, Blatz Beer, Bulova Watch and others, launched the first program to date of film education for advertising agency executives. Transfilm invited some 50 leading agencies to send representa- tives to a series of "seminar" lectures covering the main processes of com- mercial film production. Transfilm s purpose: (a) to ease as many producer headaches as possible by bringing ad men up to date on the intricacies of working with film-mak- ers; (b) to do a little indirect selling among agencies. The response — virtually 100% — to Transfilm's unique plan was enough to indicate that agencymen are hungry for this sort of down-to-earth data. Ac- cordingly, starting early in June, six Transfilm experts — Joe Forest, Paul Petroff, Jack Zander, Marvin Rothen- berg, Joe Dunford and Robert Klaeger — started letting down their hair to the admen (from Benton & Bowles, Y&R, JWT, Duane Jones, Ayer, Biow, etc.) who crowded the lectures. SPONSOR feels that the information contained in these lectures is of great interest to every client and agency ex- ecutive who works directly or indirect- ly with TV film commercials. There- fore, after editing-down the complete transcripts of the lectures and adding much original material gathered from the participating lecturers after the se- ries, sponsor presents the first of two reports on the Transfilm seminars. Three subjects are covered in this re- port: Writing, Art Direction, and Ani- mation. The next report will cover Film Direction, Production, and Cost Control. Both for those ivho attended the meetings, and for those who couldn't, sponsor feels these film facts will serve as a useful and permanent record of these precedent-setting lectures. Class is now in session I Tips on commercial writing (Lecturing: Mr. Joe Forest) The average TV film commercial really gets started when a writer — who is a staff member of an ad agency in about 60% of cases — rolls a clean, white sheet of paper into his typewrit- er and starts putting an idea into words. What he writes will affect everything that happens later to the TV film com- mercial. The commercial approach, characters, settings, dialogue — all must be put into tangible terms that a film maker can follow. A good script is be- hind every good TV commercial. Good scripts, however, are as rare as radium. "The average agency writer,"' Trans- film's Joe Forest told sponsor, "thinks what he has written should be on a jade tablet in letters of fire. In other words, most commercial writers hate to make changes and to accept criticism. If they can write commercials the way Shakespeare wrote plays, everything's fine. But, if they can't — there's trouble right away." The chief faults of writers, according to Forest, is that they (a) lack the proper grounding in the visual con- cepts of TV films; (b I they either over- write, so that the resulting commercial is a radio plug with pictures, or else they go the other way and call for over-production; and (c) they are too imitative, and often it's hard to tell the difference between TV commercials for similar products. "We had a TV commercial script re- cently where the writer called for 'some footage' of exterior shots along Broad- way to give the feeling of great crowds of people," Forest recalled. "It would have lasted about three seconds on the air. Either we would have had to use stock shots, whose newsreel quality would have looked mis-matched in the final film, or else send a full crew to a 'location' spot on Broadway, at great expense. We told him so. He then suggested that we 'fake something' in the studio. How on earth can you 'fake' Broadway in a studio? If he had known the problems and techniques of film making, a lot of time would not have been wasted." Many situations like this. Forest be- lieves, would never happen if there was a good working relationship between writers and film producers from the start. Said Forest: "The agency writ- er knows more about the product than the producer ever will. The producer, on the other hand, is familiar with the problems of film production. Both will benefit if there's a mutual willingness to discuss the problems involved." Forest is a believer in the theory that nobody can be "taught to write," but he does believe that some basic film tips can help a good writer. Here are Forest's main points of advice to TV commercial film scripters: 1. Scope — TV film writers, Forest believes, are definitely not radio writ- ( Please turn to page 75) Writing a good TV film commercial calls for a neat blend of audio and video. This Jantien film told its story in few words, showed the product in use on simple setting Highlighting a product to make it stand out from surroundings is the Art Director's job. Note how lights are used to give "sunlight" effect on Kellogg box, to point it up Cost'Sttvers come from experience. In this effective Camel film, the jingle dance was worked out with a set of old stairs (cost: zero) instead of new ones (cost: $800) lililiKM ion is a costly and laborious process. But, it car do a top job of illustrating jingles, portraying humorous or abstract ideas in TV films; it's often worth the price 13 AUGUST 1951 35 How good is your mm executive? He's the man who can make or break your radio/TV campaign. How well does he measure up against the criteria herewith? over-all If you're a heavy radio/ TV spender, this is the most difficult year you've had to face in a decade. The interlacing com- plexities of the air media grow more confusing by the hour. First you hear the freeze is lifting; then that new stations can't be on the air till late in '52. Everything from network programing to the attitude of colleges toward sports sponsorship is in a state of flux. Adding seriously to the problem is the unsettled economic situation. In short, this is a time when you need the best in advertising coun- sel and performance. And the key to how well your agency does a job for you is the ability and knowhow of your account executive. To develop a set of criteria against which air advertisers can measure the capabilities of their account executives, SPONSOR interviewed experienced ad- vertising managers, agency executives, and account men. On these pages, in capsuled form, you'll find the key fac- tors to consider. They're intended not as an absolute guide, but as an or- ganized way of analysing the man who directs the spending of your appropria- tion. sponsor's criteria are organized un- der four main headings: (1) Funda- mentals, including business background and personal characteristics; (2) Me- dia understanding, including the ques- tion of whether your a.e. has a one- sided or balanced media outlook; (3) Supervisory aptitudes; and (4 1 Gen- eral points to consider. Fundamentals I. What is his business back- ground? This is the first consider- ation most experts suggested to SPON- SOR. Their reasoning went this way : An account executive should have a feel for selling. He's at the helm of a complex piece of machinery whose only function is to move your goods. If your account executive has never actually been on the firing line as a salesman of some kind, then be especially careful to find out whether he's made any real effort to learn sales fundamentals. You can help him. too, by inviting him to go out in the field with you and by bring- ing him to sales conventions. But make sure lliat his knowledge of sell- ing isn't all words and little under- standing. Ins 2. Does uaur account execut i beliece in advertising? It is « to mouth words like "impressioi , "penetration," "reason why." what is needed is a real understand | of the power of advertising — whic! | frequently lacking even among adl tising men. Unless your account ecutive ( and the team working uil him I has a real respect for what pi vertising can do, you can't possi i get the close attention to detail w* is necessary to yield the most oil your advertising dollar. A c won't pore over research to squ out the very best guidance for ' He'll feel, instead, that flattering \ ego is the way for his agency to I the account. For the tip-off whether your account executive is " cere," in the true sense of the w look into his background. For ex j pie, has he ever developed powe. campaigns as a creative man, 1 Han learning first hand what good ad ,r tising can do? tijii Media Understanding ■ n 1. Does your account exeem hare a balanced approach media? Years ago, agency acci i! exectuives were notoriously prejud against radio. Having come up thrc| the agency space department or f ; a publication, many account execul knew little and cared less about advertising That situation changed in general, sponsor's suj ' indicates. But even in radio-miij A si agencies there are still high-ran; • account executives who are known1 their preference for one mediuir Won another. Recently, for example. »ll. agency researcher was asked to n ito a presentation analysing media I 'sup able for a certain market. The without interpretation favoring ,; medium. Thus the client who att ed the presentation was not given a , briefing on which to make a deci involving several hundred thou ':; . In ollars and good sales opportunities. With the rapid development of tele- ision, some account men have now vung over in the opposite direction, istead of having one-sided attitude to- ard print, they are now all-out TV ivocates. But it doesn't make any ifference what medium an account cecutive prefers — he's wrong in any lse. That's the verdict of advertising iterans who point out that an account iecutive should not play media favor- es. By doing so he tends to cramp le thinking of the client, perhaps lead- ig him in the wrong direction and .vay from this basic truth : a balance f media makes the most effective impaign. For guidance as to whether your ac- >uitf executive has a fundamentally arrow media outlook, consider his ickground. If he's always been a rint specialist, make sure that he has ken pains to acquaint himself with ie air media as well. Watch to see hether he tends to write off most edia in favor of one favorite. Broad atements like: "Network radio is ?ad"; or, "Spot radio is good when )u've got a hole to plug.'' may be the p-off to his one-sided attitude If ,)ur agency is in New York and the /•count man has had a TV set for ;ars, he may be in danger of thinking lead of the rest of the country — angerously ahead for you. How closely does your ac- >m»i executive follow develop- ents in radio and TV? While minted media problems remain rela- ji/ely static, radio and TV are con- pantly evolving. Your account execu- ye can't possibly be on top of the tuation unless he listens to radio mself, watches TV, studies research, •ads trade papers carefully, and fol- (1ws up new developments. But, spon- >R researchers have noted in the past, me account executives never even ten to the radio; and until recently ere were several important a.e.'s io did not own TV sets. Said one the latter several months ago: "I've t pt up with TV adequately by read- g about it." Such second-hand knowledge is ob- | ously not what you're paying for. I ad one of the account executives re- rred to above known his television, s client might never have launched to an against-the-tide TV program lich was one of the fiasco's of last ason. It's particularly important that someone in the agency keep an eye out for you right now while network radio is undergoing a period of adjustment. Good buys are to be had. But often they're not easy buys, and in a fa- miliar pattern. It takes real knowhow to sort them out. For example, one network is thinking of opening up some of its sustainers for local one-minute cut-ins to be sold on an individual- market basis. That may represent an excellent buy for some clients. But does the man responsible for setting the pace within the agency have the back- ground to evaluate this kind of buy? Does he know what kind of an audi- ence these sustainers tend to attract? And, if he doesn't know personally, is he alert enough to get the right an- swers from someone else in the agen- cy who does know? 3. Does your account executive understand research? It's tough enough trying to understand radio and television research without having a surface-minded man to work with. But many account executives are rating happy I or unhappy, as the case may be I . Instead of thinking in terms of how to use research to guide the client, these a.e.'s think of research only in terms of ratings and as (a I evidence that a show is going great guns: or (b) evidence that the show is not doing well I therefore to be under- played to the client ) . But there's a lot more to reseach than ratings. The account executive should understand this and function as a clear channel between the agency research department and his account. He should know enough to be able to suggest special studies and make clear difficult points of interpretation in qualitative reports. In other words, translation of the researcher's gobble- degook into simple business terms should be one of his functions. Yet, too few account men think this way. There's no reason, though, why you can't encourage your account men to sit down more often with his research department and learn enough to be of more service to you. Supervision of Agency Services J. Does your account executive understand radio/TV fundamen- tals well enough to get the most out of the agency service depart- ments? The officer who serves as liaison between a division's artillery and the infantry can't do a good job if he doesn't know his artillery. He's apt to promise barrages more powerful than his cannon can throw or under- estimate the fire power he has avail- able. Obviously, the same is true of agency liaison men. Take spot radio as one example. Suppose it's a new medium for an ac- count and the a.e. doesn't really un- derstand the role of a timebuyer. He's likely to sit down with the client and work out too rigid a formula for the timebuyer to follow. Or he may not brief the timebuyer adequately on the marketing problems of the advertiser. Either of these two mistakes an a.e. can make will tend to relegate the time- buyers to clerical roles. 2. Does your a.e. give his oten agency staff time enough to do a good job for you? It's nice to be told you can have those new e.t.'s or film commercials within a conveniently short time. But does your account man promise too much? Is he fa- miliar enough with production pro- cedures to make sure his demands aren't unrealistic? You can check him up on this one by asking for a review of the steps necessary to com- plete some piece of work. And you can help the account man make wise promises by your own attitude. "It's excess pressure by the client that fre- quently makes the account man jump the radio department through a hoop," one a.e. commented to SPONSOR. General Tips 1. Is your account man a "yes" man? Sometimes, your ideas are dead wrong.. When they are and there's evidence to prove it, your ac- count executive should have the guts to show you. But if he's of the all- smiles-and-little-conviction school, he'll settle for smooth sailing now rather than results later. Don't be lulled by this species. And help the account man to have courage by showing him you're willing to listen. 2. II ill your ««•< -oiiiii man volun- tarily suggest new approaches? When everything seems to be going well, it takes a conscientious agency and account man to suggest improve- ments. But that's the measure of su- perlative service. Do you get it? Or do \ou initiate improvements? * * * mm is SPONSOR: San Fernando Realtors AGENCY: Direct 1 ^'>S| ' '' ( ^>r- HISTORY: This association programed Homes For Sale. Format: a 30-minute show giving a complete description of homes in addition to exterior- interior photographs. After si\ slums. $225,000 worth of property was sold : a ratio of $10 in commissions for every dollar spent. \on. because of its success, program is sponsored by many L.A. real estate men with sales well over the million-dollar mark after 30 shows. KFI-TV, Los Angel- PROGRAM: Homes For Sale RESTAURAM ROOKLET OFFER SPONSOR: Sunny Brook Dairy AGENCY: Brown, Roberts & Bangert CAPSULE CASE HISTORY: Sunny Brook, facing a lack of evening availabilities, decided to test afternoon Ti . Purpose: to increase dairy product usage and gain new customers. On an initial 850 participation, Sunny Brook offered a recipe booklet. It was not shown on camera; the audience just hearing about it. Nevertheless, first mail pull ran in the hundreds, with later requests for Sunny Brook shoiving a noticeable rise. WRGB, Schenectady PROGRAM: Woman Talk ELECTRIC ROASTERS SPONSOR: li. II. Holme-- & Co. AGENCY: Direct CAPSULE CASE HISTORY: Holmes showcases a variety of products on its 2:30 p.m., Monday to Friday, At Holmes Show. Recently, a portion of the show was given over to a demonstration of W estinghouse electric roasters retailing for $39.95. Now, after the one-time demonstra- tion, Holmes reports a great upsurge in electric roaster sales; even exceeding heavy pre-Christmas sales. WDSU-TV, New Orleans PROGRAM: At Holmes Show SAUCEPANS - SPONSOR: Richard's Drive-in AGENCY: Direct CAPSULE CASE HISTORY: This drive-in restaurant cfiain ventured into Tl to increase its customer traffic. The first TV effort: three announcements ($300) on the Pat V Johnny Show. Within 24 hours of the first com- mercial, restaurant owner repotted traffic into his drive- ins was more than his personnel could handle, with a definite increase in dollar gross. And, on a rainy Sunday afternoon following a Saturday announcement, food sales volume reached an all-time high. WXYZ-TV, Detroil PROGRAM: Pat V Johnny Show SPONSOR: D. E. Sanford Co. AGENCY: Raymond L. Sines CAPSULE CASE HISTORY: The sponsor's show, a half- hour battle of the sexes called Stag at Eve, moved from Sunday at 7:00 p.m. to Thursday at 9:00. To check new audience, viewers were offered a $1.95 Descoware sauce- pan for $1. Within three days, 805 letters came in from viewers wanting to purchase the saucepan — who knew that completion of the set would involve a considerable investment. Program cost, $288. Sales potential, thou- sands of dollars. KPIX, San Francisco PROGRAM: Stag at Eve PLASTIC COIIV HOLDERS VENETIAN BLINDS SPONMIH: Kcs-i Moving < ... AGENCY: Direct ( \l'-l II i VSE HISTORY: kc\ stone sponsors news and sports three evenings weekly, 12:0(1 to 12:10 a.m. To t heck this late hour audience, client offered a plastic coin holder free. The pitch ivas not a strong one; announcer simply showing coin holder and explaining it was (trad- able by simply sending a post card. One announcement brought close to 400 requests, with the offer cancelled be- cause of continued demand. Program cost: $26. Cost per inquiry: 70. SPONSOK: Southern Venetian Blind Co. AGENCY: Advertising Associates WGAL-TV, Lancaster PROGRAM: News and Sports Final ( \ps| IK CASE HISTORY: Southern Venetian Blind conducted a test on TV for a period of 30 days. Their "experimental contract': one and two-minute announce- ments from Sunday to Saturday on a selected schedule. The cost : $500. The result, according to the agency, "has already surpassed all other media combined" with new sales and sales leads running into hundreds of dollars. The firm has renewed its TV advertising for another year at a cost of $6,000. WTVJ, Miami PROGRAM: Announcements 13 A jfattf) of our Jfatfjerg Every Sunday evening at 6:30 P.M., WDEL-TV televises a half-hour religious service under the aus- pices of the Wilmington Council of Churches. Representative clergymen and choral groups from the City's churches are invited to participate in this weekly service. The half-hour program of spiritual guidance and interpretation is under the direct super- vision of the chairman of the Television and Radio Committee of the Church Council. This program is one of many local features curried by litis station in an endeavor to meet the public needs of the communities it series. WDEL-TV WILMINGTON • DELAWARE A STEINMAN STATION NBC TV-Affiliate Represented by ROBERT MEEKER Associates • Chicago • San Francisco • New York • Eos Angeles 13 AUGUST 1951 39 \1 ■s* I* pS® IT'S *NoTi HBR IT'S A SOCK \ *P& i\ f\ ns f\ :*** V 0* Big Au^bn^Am^ *C£ G<*7£* m THE S~?&sA OH • • • RAO^O tfJDAtf fe?M ) : y-~ .■■■.■■■. IDENTIFICATI FOR YOI Including Three F . VV PROCf <& -n ' " 7 / p- — / (iifM T»> i WW Eyes and 4 Ears of a GOOD CITIZEN Every Sunday afternoon at 1 :30 the facilities of WHIO-TV are placed at the disposal of The Dayton Council on World Affairs. For the fol- lowing half-hour, Daytonians view a spirited program called "It's Your World" with local authorities firing questions at a visiting expert. Bill Barton, entertainment editor of the Dayton Daily News, writes, "It compares favorably with any program on any network," and adds, " 'It's Your World' is an answer to those doubting the contribution of TV to a community's education." "It's Your World" is one of many impressive public service programs carried on WHIO-TV. As WHIO-TV builds its reputation as a "Good Citizen" it improves its power to serve com- mercial users effectively. Representative George P. Hollingbery has market figures, ratings and availabilities. Top. Horace M. Huffman, Jr., president of The Dayton Council on World Affairs, discusses "It's Your World" with guest J. Douglas Knox, Special Assistant to the Director of Office of Educational Exchange, U.S. State Department. Mr. Huffman says, "We regard this weekly program on WHIO-TV as by all odds our most important educational activity. Where we for- merly reached hundreds through public meet- ings, we now reach tens of thousands through- out Dayton and the Miami Valley." Above. Typical program warms up for the air as moderator, guest, and panel await 1 :30 P.M. signal. Program isgenial, butcon- flicting views are energetically aired, thus giving viewers both sides of the topic under discus- sion. Frequent changes in panel members, as well as new guests weekly, give "It's Your World" the vital element of variety. DAYTON, OHIO in ilex first huh'. ro#. .7 JANUARY TO JUNE 1951 Issued every six months tutomotti'e rind Lubricants Auto producers shift ad gears.. l Jan. p. 21 D. Clements Sperry, Okla. Tire & Supply Company, profile 26 Feb. p. 16 Firestone uses same show 23 years — 26 Feb. p. 26 George Miller, Richfield Oil, profile _ 21 May p. 10 Broadcast Advertising Problems and Developments Doherty, Clifford & Shenfield AM/TV dept. _ 1 Jan. p. 30 Korea awakens sponsors to AM values 15 Jan. p. 34 Pittsburgh paper strike is radio test 29 Jan. p. 28 Daytime TV nearing sellout point 29 Jan. p. 34 Problems of a TV soap opera. 29 Jan. p. 38 Development of the Columbia Workshop 12 Feb. p. 23 How's NBC's "Big Show" doing? .. 12 Feb. p. 30 Special effects cut TV costs 12 Feb. p. 32 Radio status in Puerto Rico 26 Feb. p. 18 Columbia Workshop offers valuable lessons... 26 Feb. p. 28 TV costs soaring; sponsors sore 26 Feb. p. 30 Educators' lobby means business.. 26 Mar. p. 32 Preview of the new BAB 9 Apr. p. 17 Cash in with radio in summertime 9 Apr. p. 17 Radio moves wide variety of products in sum- mertime 9 Apr. p. 49 Record TV billings this summer 9 Apr. p. 58 Storecasting hits at point-of-sale. 23 Apr. p. 25 Shall a station have both national and local rate cards? 23 Apr. p. 36 "Michael" awards made by Academy of Radio and TV Arts and Sciences 7 May What net rate cut means to sponsors.. _. 7 May- Research can be handy tool 7 May BMI offers program clinics for stations 7 May Does network radio have a future? 21 May Telestrip offers unique desk-top film show... 21 May Spanish language programs hit potent market 4 June ABC-Paramount merger promises new strength for network 4 June Sylvania Electric uses radio in switch from trade to consumer advertising ._ 4 June Spot radio research would be simplified by new Rorabaugh reports 4 June CBS presentation shows radio top advertising value 18 June p. Talent buying loaded with pitfalls 18 June p. Educating public big job of "Telephone Hour" 18 June p. Transit Radio fights for its life 18 June p. Affiliates Committee-ANA meet 18 June p. 28 New Hofstra study results 18 June p. 30 Clothing Department stores missing radio's power 26 Feb. Canadian Fur Corp. sells fur coats in August via radio _ Commercials and Sales Aids Ben Grauer on commercials Old Gold Dancing Pack TV commercials Spot radio's top commercials Network radio's top commercials Radio hits at point-of-sale Spot TV's top commercials How Robert Q. Lewis sells for ASR How long does a TV commercial live? Kate Smith delivers commercials and sales .... Stop sugar coating your advertising Brand-consciousness stressed in frozen food TV commercials 18 June Confections and Soft Drinks Bar candy on the air 15 Jan. Wrigley "saturates" the air waves 9 Apr. Canada Dry loves the hot weather 9 Apr. 18 21 24 32 25 34 25 32 p. 34 p. 36 19 23 26 29 26 Feb. P- 33 9 Apr. P- 49 Aids 1 Jan. P- 26 12 Feb. P- 28 26 Feb. P- 23 26 Mar. P- 30 23 Apr. P- 25 23 Apr. P- 38 7 May P- 26 7 May P- 28 21 May P- 36 21 May P- 38 32 p. 38 p. 42 p. 50 Contests and Offers Hadacol gives bikes for box-tops 15 Jan. Robert Q. Lewis makes free blade offer for American Safety Razor Corp. 7 May Drugs and Cosmetics Hadacol packs 'em in - — 15 Jan. Alka-Seltzer and radio make perfect union .... 15 Jan. Tintair learns from Toni 15 Jan. Miles Laboratories learned from experience... 29 Jan. Hazel Bishop lipstick uses AM/TV effectively Tartan suntan lotion hits summer markets... Robert Q. Lewis sells blades for ASR Chlorophyll pills heavy AM/TV spenders. 12 May 9 Apr. 7 May 7 May Farm Radio Early morning segments sell D-Con rat killer to farmers 1 Jan. Rural type shows sold Alka-Seltzer 15 Jan. KYAK survey shows farmers like news, popu- lar music, and comedy shows 21 May Food and Beverages R. Stewart Boyd, National Biscuit, profile 1 Jan. Ian R. Dowie, Brewing Corp. of America, profile Daniel B. Scully, Nedicks, profile 12 How Mueller's macaroni doubled its sales in nine years Bakers join in one-shot TV salute How Carnation invests $2,400,000 in air media Why White Tower fell for spot radio John J. Taylor, Jacob Ruppert Brewery, profile Brewers up radio/TV share of ad budget Eliot C. Stoutenburgh, Acme Breweries, profile Best Foods' on top with heavy AM/TV budget William M. Kline, Seabrook Farms Co., profile Frozen foods use radio/TV to build product identity 18 June. Insurance ami Finance Prudential's Jack Berch sells himself to the salesmen __ 12 Feb. Mail Order and Per inquirg w nail farin, new rat killer, starts off via order _ Mail-order customers to be protected 12 Feb Mail-order outfits police themselves 23 Apr Miscellaneous Products and D-Con, new rodenticide, hits jackpot Gerald Light, Emerson Radio, profile Advertising and Marketing bibliography TWA first airline-sponsored net show Beltone sells people who can't hear ._ Successful radio/TV mail offers Mohawk Carpet uses radio/TV combo Magazines use competitive media Case for use of radio by department stores Gordon M. Philpott, Ralston Purina, profile. ... Radio sells Moore paint Mohawk Carpet returns to radio W. W. Wade, Eskimo Pie Corp., profile Tartan suntan lotion's summer strategy — Radio sells wide variety of products in sum- mertime — Storecast Corp. gets customers at point-of-sale Leonard V. Colson, Mennen Co., profile Robert 0- Lewis pitches for American Safety Razor Corp. Programing info supplied at BMI clinic Hillman-Minx cars go far on small budget. p. 21 p. 26 p. 21 p. 25 p. 30 p. 26 p. 31 p. 40 p. 26 p. 30 p. 24 p. 25 p. 22 p. 12 29 Jan. P- 10 12 Feb. P- 18 12 Mar. P- 24 26 Mar. P- 20 26 Mar. P- 23 26 Mar. P- 28 23 Apr. P- 30 23 Apr. P- 30 4 June P- 18 4 June P- 28 18 June P. 8 p. 32 p. 36 1 Jan. P- 25 12 Feb. P- 21 23 Apr. P- 28 Services 1 Jan. P- 24 15 Jan. P- 18 29 Jan. P- 12 29 Jan. P- 30 12 Feb. P- 26 12 Feb. P- 21 12 Feb. P- 21 12 Feb. P- 34 26 Feb. P- 33 12 Mar. P- 16 12 Mar. P- 19 26 Mar. P- 36 9 Apr. P- 31 9 Apr. P- 40 9 Apr. P- 49 23 Apr. P- 25 7 May P- 16 7 May P. 26 7 May P. 32 21 May p. 32 BINDERS are available to accommodate six-month supply of issues indexed. Cost is $4.00 per binder. 13 AUGUST 1951 43 4 June 4 June 18 June 1 Jan. 1 Jan. 15 Jan. 15 Jan. 29 Jan. 29 Jan. 29 Jan. 29 Jan. 29 Jan. 12 Feb. 12 Feb. 12 Feb. 26 Feb. 12 Mar. 26 Mar. 26 Mar. 26 Mar. 9 Apr. 9 9 9 9 9 9 9 9 9 23 7 Wide variety of Best Foods' products cash in on radio's potent) Sylvania Electric swings from trade to con- sumer advertising _ _ Bell Telephone's advertising philosophy Programing Local live shows ring sponsors' cash registers Spnt radio sells Warfarin rat killer .._ Winn is it safe to simulcast? Alka-Selt/er's programing psychology Getting the most out of news sponsorship Spot programing trends in daytime TV Miles laboratories programed its way to success — _ How to handle a TV soap opera Network shows get daytime TV audiences The fabulous Columbia Workshop Mohawk Carpet crosses TV with radio NBC's "Big Show"' still missing big audience... High-toned music sells for Firestone .._ Spot radio, mostly news, did trick for Muel- ler's macaroni How Carnation programs $2,400,000 air budget Why White Tower fell for spot radio Educators' lobby means business Negro disk jockeys possess sales magic TV writing outfit promises low-cost program- ing -. .— Summer programs hit hefty markets Tartan suntan lotion heavy summer spender.... The saturation boys are back _ Summer hiatus loses valuable sales Baseball: 1951 Out-of-home listeners offer programing oppor- tunity Philip Morris uses year-'round programing Why soap operas take no summer hiatus How RKO stops box-office sag "Range Rider" is latest western TV film series Programing variety sells chlorophyll pills Rural listeners go for variety programs Lever Bros, programing matches sales ap- proach Local d.j.'s work for British car makers Kate Smith's first 20 years ..— Foreign language programing thrives on NY's Italian-language audience — Southwest offers 3% million Spanish-speaking audience *. — New Hofstra study proves value of high-budget programing Public Service WCBS-TV offers "Course in Self-Preservation" 12 Mar. "Telephone Hour" commercials stress public service aspects - 18 June Publicity and Promotion Auto makers step up air promotion 1 Jan. Hadacol Xmas parties pack 'em in 15 Jan. Bakers join in special air promotion 26 Mar. New BAB promises expanded promotion 9 Apr. Tartan hitches promotion to AM/TV star 9 Apr. Promotion ends at point-of-sale 23 Apr. ASR uses radio star for promotion 7 May BMI program clinics promote sales _ 7 May Research McCann-Krickson starts with research 15 Jan New bibliography for ad managers 29 Jan. Media effectiveness tested by Pittsburgh news- paper strike . 29 Jan. AAAA recommendations for simplifying re- search procedures _ 29 Jan. Let's standardize TV data now s 12 Mar. Is there a way out of the rating muddle? 12 Mar. TV costs up, but cost-per-thousand down 26 Mar. What sells your customer — sight or sound? .... 26 Mar. How much is radio time worth? 26 Mar. Nielsen's summer set — in-u«e figures 9 Apr. Out-of-home listening audience measured 9 Apr. < nl>. in advertisers do their own research 23 Apr. \n you floored by research mumbo-jumbo? 7 \la> Research lacking on life of T\ commercials 7 May Researchers show TV ups sports attendance 21 May Italian-language market study shows high listener intensity 4 June Apr. Apr. Apr. Apr. Apr. Apr. Apr. Apr. Apr. Apr. May May L'l Mas 21 May 21 May 21 May 4 June 1 June 18 June p. 28 p. 34 p. 26 p. 10 p. 24 p. 21 p. 25 p. 23 p. 42 26 38 44 23 21 30 26 p. 24 p. 23 p. 28 p. 32 p. 34 34 37 40 42 44 p. 46 p. 54 p. 56 60 34 18 30 22 p. 28 p. 32 p. 36 p. 20 p. 25 p. 30 p. 19 p. 26 p. 21 p. 21 p. 20 p. 17 p. 40 p. 25 p. 26 p. 32 29 12 p. 28 p. 12 p. 26 p. 32 p. 20 p. 26 p. :;i p. 39 p. 54 p. 21 p. 24 p. 28 p. 30 p. 20 New Rorabaugh report promises better spot radio info 4 June p. 36 Research shows teachers willing to accept sponsored educational shows 18 June p. 18 CBS study shows radio to be low cost, big impact, mass audience medium 18 June p. 19 Affiliates Committee-ANA meeting discusses new research problems 18 June p. 28 Hofstra Study No. 2 proves TV viewing con- sistent; high-rated shows bargain 18 June p. 30 How obsolete is BMB? 18 June p. 36 Retail Department stores missing big bet in radio advertising ,... 26 Feb. p. 33 Local retailers lick summer slump 9 Apr. p. 52 Point-of-sale is the payoff ._ 23 Apr. p. 25 Soaps, Cleansers, Toilet Goods Procter & Gamble tackle daytime TV soap opera 29 Jan. p. 38 E. M. Finehout, L.A. Soap Co., profile 26 Mar. p. 12 Soap operas continue all summer 9 Apr. p. 60 Rinso and Spry swing to hard-selling and drop glamour approach 21 May p. 28 Television What are the unions doing to TV? 1 Jan. p. 28 When is it safe to simulcast? 15 Jan. p. 21 Daytime TV: facts and figures 29 Jan. p. 34 Daytime TV's first soap opera 29 Jan. p. 38 Daytime TV: spot programing 29 Jan. p. 42 Daytime TV: network programing 29 Jan. p. 44 Daytime TV: Time-on-air chart 29 Jan. p. 54 Old Gold Dancing Pack TV commercials 12 Feb. p. 21 Mohawk Carpet supplements TV show with radio version 12 Feb. p. 21 Getting the most out of camera and props?.... 12 Feb. p. 32 Soaring costs are terrific problem _ 26 Feb. p. 30 Let's standards TV data now , 12 Mar. p. 26 TV/radio campaign zooms sales of Hazel Bishop lipstick 12 Mar. p. 31 TV costs up; cost-per-thousand down 26 Mar. p. 20 Top network TV commercials 26 Mar. p. 30 Educators' lobby after TV channels 26 Mar. p. 32 Chicago writing outfit promises low-cost pro- ductions 9 Apr. p. 34 TV is good summertime buy 9 Apr. p. 58 Tops in spot TV commercials 23 Apr. p. 38 "Range Rider" latest TV western film series.— 7 May p. 18 How long does a TV commercial live? 7 May p. 28 Telemension Syndicate offers money-saving process _ __ 21 May p. 22 Does TV hurt Madison Square Garden's box office? . 21 May p. 30 Telestrip offers TV programers inexpensive previews 21 May p. 34 Survey shows TV stimulates sports attendance 4 June p. 20 TV Dictionary/handbook, A-C .—. 4 June p. 30 ABC-Paramount merger may mean new talent pool for TV -- 4 June p. 32 Survey shows teachers approve sponsored edu- cational TV programs 18 June p. 19 Color TV goes commercial — 18 June p. 28 Hollywood gets on TV bandwagon 18 June p. 29 "Pay as you go" TV testing stepped up 18 June p. 29 Hofstra Study No. 2 proves TV good value.— 18 June p. 30 TV Dictionary /handbook. CD .. 18 June p. 34 Timebuying They're coming back to radio 15 Jan. p. 34 How not to buy time — - 12 Mar. p. 21 How much is radio time worth? 26 Mar. p. 34 The saturation boys are back 9 Apr. p. 42 Summer timebuying too often overlooked 9 Apr. p. I I Canada Dry buys heavy summer schedule 9 Apr. p. 50 Philip Morris buys time on year-'round basis 9 Apr. p. 56 Shall a station have two rate cards? 23 Apr. p. 36 Network rate cuts offer timebuyers good deal 7 May p. 21 Tobaveo Old Gold Dancing Pack TV commercials 12 Feb. p. 28 Air strateg> of Brown & Williamson 12 Feb. p. 21 Philip Morris' Johnny works all summer 9 Apr. p. 56 Transcriptions Music libraries attract host of sponsors 15 Jan. p. 32 44 SPONSOR j In Houston ... the South's First Market! KPRC has led the Golden Gulf Coast area for 26 years . . . consistently first in everything that counts! The place for your sales story— now as always is KPRC! A-4-51 950 KILOCYCLES - 5000 WATTS NBC and TON on the Gulf Coast JACK HARRIS, General Manager Represented Nationally by EDWARD PETRY & CO. 13 AUGUST 1951 45 A GARY, INDIANA written by DEE 0. COE General Manager, WWCA ■HBB )<*Zz sSQH^Hfl "100% Renewals on AP News" Any new station has renewal problems at the end of the first year. Until then, it can get busi- ness by persuading the prospect to "try" this new medium. But it gets renewals only by de- livering RESULTS for the advertiser. You will understand our pride and appreciation of The Associated Press when we tell you that: "AT THE END OF OUR FIRST YEAR, WE RE- CEIVED 100% RENEWALS FROM ALL OUR SPONSORS OF AP NEWS!" "News - Biggest Revenue Producer" We keep a cost analysis of each station d partment, including personnel, staff mileage t cover local news, share of rent, utilities, prograi material, etc. AFTER ONE YEAR OF OPERATION OUR ANA YSIS SHOWS THAT OUR NEWS IS OUR BES INVESTMENT. IT PRODUCED MORE REVENU THAN ANY OTHER PROGRAM SOURCE. "AP News Means High Hoopers" Gary is only 21 miles from Chicago. Tim buyers sometimes tell us they doubt if a loc jFi fflf! iters BSE i Hundreds of the country's finest stations announce with pride THIS STATION IS A Af£A| pendent can deliver a share of audience .; enough to warrant an additional appropria- . for the Gary market. Our Hoopers disprove jtheory. They are high. The big Chicago sta- > understandably cannot program their news per fully the dozen or so separate markets ■ in their perimeter. If other local stations in jJar circumstances will realize this fact and AP news accordingly, they can get the ssary share of audience to attract national rtisers. 1 IS INVALUABLE IN HELPING BUILD OUR IENCE, ESTABLISH STATION PRESTIGE, AND EASE OUR REVENUE. -/ £ ASSOCIATED PRESS. Associated Press . . . constantly on the job with • a news report of 1,000,000 words every 24 hours! • leased news wires of 350,000 miles in U.S. alone! • exclusive state-by-state news circuits! • offices throughout the world! • 100 news bureaus in the U.S.! • staff of 7200 augmented by member stations and newspapers... more than 100,000 men and women contributing daily! AP news spells healthier "Annual Reports"... in dividends earned for the station. Champion of dependable service, AP news works for stations and sponsors shows results on the balance sheet. If you are not yet booking more busi ness through AP news service.. WRITE AT ONCE FOR FULL DETAILS. RADIO DIVISION THE ASSOCIATED PRESS 50 Rockefeller Plaza, New York 20, N.Y. Do commercials which listeners and viewers "like best" sell best? Sam Abrams President Knomark Mfg. Co., Inc. Brooklyn, N. Y. The picked panel answers fir. Abrams The available re- search evidence suggests: 111 emotion-arousing c o m m e r c i -a 1 s ; 1 2 1 a favorable emotion (liking the commercial I is more likely to be effective than Mr. Coffin an unfavorable reaction ( dislike- ing it I . In short, for most products any emotion is better than none, but a favorable emotion is best of all. This agrees with much of the psy- chological research on learning pro- cesses. It is also the implication of Schwerin's study of soldiers' reac- tions to radio "commercials": well- liked commercials produced the best response, disliked messages the next best, and neutral messages the least. Findings in the NBC-Hofstra studies of sales effectiveness in television also bear out these generalizations. These data indicate that the effect of a given commercial is actually program atti- tude, sales level of the brand, amount •of TV advertising previously done, etc.. will all influence the outcome. But as accurately as we can tell, well-liked commercials seem best on at least two counts: First, they tend to be more effective in achieving recalL In the 1951 NBC survey, "TV Today," the best-liked i ommercials were also the ones recalled by the most people. To control the possibility that these brands also did more advertising, we broke all our brands up into seven sub-groups, each having about 25 brands which all did approximately the same amount of ad- vertising. In each of the seven sub-groups, the best-liked commercials achieved more recall than the disliked commercials, which in turn got more than the "neu- tral" ones — though for all three types the amount of advertising was the same. Second, better-liked commercials tend to be more effective in selling. Again holding constant the amount of advertising, we found that in six of the seven sub-groups the best-liked commercials had the greatest selling impact. The disliked commercials ranked first in one group, last in another, intermediate in five groups. Similar trends also appeared when we held constant the sales-level of the brand. Another test is to ask which persons show a greater tendency to buy the sponsor's brand: those who like his advertising, those who dislike it, or those who are neutral. We made this ( heck for 112 program sponsors. For 96 of them sales were highest among the "likers." For nine they were high- est among the "dislikers" and for seven, highest among the "neutrals." Ninety-six out of 112 is a pretty de- cisive margin. Finally, putting costs into the pic- ture, we calculated for 143 TV pro- grams the number of additional cus- tomers obtained |>er dollar of time, program, and commercial cost. Pro- grams with well-liked commercials came out ahead with 17.9 extra cus- tomcrs pet dollar \ s. ').(> for programs with disliked commercials and 7.8 for those with neutral commercials. In general, it would seem, "commer- cials which viewers like best sell best." And if this is true, broadcasters and advertisers have an opportunity of combining good business and good public relations by giving their audi- ences advertising they like. Thomas E. Coffin Supervisor. TV Program Research NBC New York I believe that most radio and TV sponsors of today are as eager to make friends among listeners and viewers as they are to induce them to buy the products adver- tised. The two go together in modern merchandis- ing. The former theory that the pub- lic could be irritated into buying a product through constant, meaningless repetition or noisy jarring commer- cials is as dead as the old-time medi- cine man. Conversely it does not follow that all commercials which make friends with the audience cause welcome sounds at the cash register. I think that too much emphasis is being put on the type of commercial in question, and not enough on the type of prod- uct. Some of the best newspaper lay- outs in the history of advertising failed to draw half the response that some competing hodge-podge of type and text did. The air advertiser in these times Mr. Kalech 48 SPONSOR must recognize that his audience is fairly intelligent, far more than it used to be. Therefore, he has two problems: producing the best product he can and letting the public know about it the best way he can. Add the constant necessity to make friends, and good taste and discretion will guide him in his advertising. Tintair was a new product only 10 months ago, but it is leading the rest of its field by four to one because we knew that we had something revolu- tionary and we chose to tell the world about it in a revolutionary way. The major part of our expenditures was given to television, which we judged to be the best method to introduce and demonstrate Tintair most dramatically. On the basis of continuous studies we have made and are making, the ma- jority of the listeners and viewers of our programs have liked the commer- cials. We have received numerous let- ters which accent words like "glamor- ous," "entertaining," and "education- al." Yet there are undoubtedly many, particularly the male segment of our audiences, who do not like the tone of our commercials, usually because they are designed particularly for women listeners. Tintair spends a great deal of mon- ey on the advertising segments of its programs to assure an atmosphere of quality, dignity, authority and dramat- ic pace. They've told the audience things it wanted to know about a safe, quick and easy home hair coloring. Tintair's performance supported the claims and there, in a nutshell, is why it is selling the "best." Phil Kalech Senior Vice President Bymart Inc. New York There is consid- erable evidence that commercials that listeners and viewers "like best" are also those that do the best selling job as reflected in sales of the spon- sor's product. There is little ev- idence that this is not always true. Some well-liked commercials have lacked the selling qualities that are needed to make the audience buy the [Please turn to page 79) Mr. Werner 13 AUGUST 1951 49 I»i; BOB I OKI M \\ It was my privilege, the other day, to spend several hours with the sales manager of a large drug company. I'm always somewhat in awe of sales man- agers since these are the chaps who actually get the cash in return for the product — in other words, who are in the front lines as contrasted with those of us who hask in the comparative comfort and safety of rear-echelons. Mr. Sales Manager was saying he had just returned from a three-month sales journey into the Southern territory so I listened attentively to his words of wisdom and woe. "Why," he called, looking right at me, '"do our radio commercials sound so different from those broadcast by the off-brands and the local products? I'd catch 'em all as I drove from whis- tle-stop to whistle-stop with my car ra- dio blaring away. As a matter of fact, why do they sound so different?" radio review SPONSOR: Ass'n of American Railroads AGENCY Benton & Bowles, New York PROGRAM: "The Railroad Hour," NBC Tli i- pleasant musical, on 9 July, presented a most diverting light operatic rendition of that cornball classic — Casey at the Bat. This Casey, you'll recall, is no relation of the better-known (thanks to radio! crime pho- tographer. The middle break in the pro- gram was what interested me as much as the vocalizing of the principals, for it was about a one-minute 30-second straight harangue re- garding how the price of rail transportation has not paralleled that of most other com- modities. Although of vital concern to all ol us, this subject is not fraught with in- terest. The ungarnished presentation, writ- ten as well us delivered in a clear, irrefuta- ble fashion did admirably to prove that "re- cent rail increases are a result, nol a cause of inflation." I wondered, as the announcer's last word was washed awaj l>> a razzmatazz musical play-off of at least three dozen energetic ar- ti-ts. how much more forbidding this same message would have looked in print. Wheth- I was about to make a dynamic vir- tue of this point stating that this dif- ference was really a freshness and orig- inality that stemmed from the unusual creative ingenuity of the folks who pre- pared his advertising. Luckily I hadn't launched this thought when he added : "By the way, all these so-called off- brands and local products outsell us by miles." From here on I decided to listen close-mouthed as he continued at great length, coming to the following intel- ligent conclusion: too much advertis- ing is prepared within a one-mile ra- dius of Grand Central Station in New York which would be all right if said advertising were not, like the spotted newt, colored by its immediate sur- roundings. In the land of hillbilly paeans and cow-hands' laments, we've been shipping in drayma. And our an- ( Please turn to page 61) er or not it should have been tricked up a bit, with perhaps a dialogue lead-in or two voices or orchestral punctuation also crossed my mind — but I decided to agree with the Benton and Bowles-fellers because of the added sincerity, believability, and conviction the straight voice conveys. Those who must be sold with the tricks. I figured were lost souls anyway. And those who listened must believe and nod in assent. So, I said to my- self. "A tough job well done." radio review SPONSOR: William Wrigley, Jr. Co. AGENCY: Arthur Meyerhoff, Chicago PROGRAM: "Pursuit," CBS Summertime, and the living is easy, 'cepl for the writers of whodunits. This one ("Pursuit in which man hunts man") being as slick as patent leather. It's well written, directed, cast, and the music effects are great. The Scotland Yard twist isn't ovei played so that the Britishers lapse into buf- foonet \ . But the commercial copy is what amazes me. Delivered in a nicely informal style by Bob Stevenson, it's as straight as a carpen- ter's level. In fact, as straight as the afore- mentioned railroad announcement — yet for a nickel's worth of Spearmint. Despite what Mr. Wrigley must feel, the purchase of the right brand of gum is not of epochal im- port. Hence every trick in the book might well be employed to fix the name and its virtues in our (the listeners') minds. But, no — with restraint that could only be born of an advertiser's blind and hide-bound in- sistence on talk rather than jingle or sound effect, the announcer dwells three times briefly about the gum. And here I sit, only five minutes later, trying for the life of me to recall one single thing he said — and I can't. Why not a ditty, folks? Or a Willie the Spearmint Penguin or a Chiclet Chicken or a Chugging Spearmint Train or some- thing. Add it to your copy — start off that way and reprise the device sandwiching as much straight talk between as you wish. But. shucks, give me something to remember you by — and make it cute, catchy, light and fun. Seriously now, is gum that grim a subject? radio review SPONSOR: ABC Co-op PROGRAM: "Rogues Gallery," ABC TIME: Wednesday, 9-9:30 p.m. This program is intelligently utilized by the network to plug its own shows — but I would like to devote a word or two to ABC's handling of the closing announcement on the 25 July program. This effort, about one min- ute in length, was an attempt to whet inter- est in a forthcoming program — Barbara Stan- wyck premiering in Hollywood Star Play- house which had just moved over from an- other network. For some reason, the drama of this announcement escaped the copy writ- er and resulted in an uninspired piece of copy delivered in a most unengrossing way. Here was real news, for a high-rating CBS show had just switched its allegiance. Personally, I had more than normal in- terest in the event since I had worked on Hollywood Star Playhouse when Bromo-Selt- zer was sponsoring it on CBS. But I felt no excitement in hearing that the change had been made — no roll of drums or trumpets, no exultation made the point that a featured player of the calibre of Barbara Stanwyck I as g I a name as any we ever had on CBS) was in the premiere; no dramatized (and teasing) capsule from the first show itself; no excerpt by Barbara in her own voice. And why — when a little editing of the show (which is recorded), plus a little ingenuity would have made this rather important event sound rather important? Potentially and in- herenlly. a radio show that stars Barbara Stanwyck offers opportunity for far better copy than, say, a pack of cigarettes or a bot- tle of beer. Hence, there's no excuse for such a story ever being presented in a pedestrian way. 50 SPONSOR )F A SERIES FEATURING THE MEN WHO MAKE FREE & PETERS TELEVISION SERVICE rge, it's- George I Stahtoi! Here's an F&P Colonel who, before join- ing us, had spent most of his business life on your side of the desk. Starting 'way back in high school. George Stanton worked during the summers for J.Walter Thompson. After college, he stuck to the agency side of advertising, where he rolled up 15 valuable years of experi- ence with two big national firms. Then, having acquired an excellent knowledge of all kinds of media, George found it easy to buy the idea of going into na- tional spot television as a lifetime career. Today George Stanton is our Midwest TV Sales Manager, one of the 75 good men (and women) who staff our seven offices, and who keep proving and re- proving the magic of the F&P formula we developed back in 1932, and have "lived by" ever since . . . good stations + good men = good service. Today more than ever we are convinced that this "philosophy of fundamentals" is the most important thing we have to offer you. here in this pioneer group of station representatives. Four years, University of Illinois Five years, Blackett-Sample- Hummert Ten years, McCann-Erickson Free & Peters, Inc. (Chicago Of- fice) since April, 1951 REPRESENTING TELEVISION STATIONS: DAVENPORT WOC-TV* (Central Broadcasting Co. — WHO-WOC) FORT WORTH-DALLAS WBAP-TV* (STAR-TELEGRAM) LOUISVILLE WAVE-TV* (WAVE, Inc.) MIAMI WTVJ (Wometco Theatres) MINNEAPOLIS-ST. PAUL WTCN-TV (DISPATCH-PIONEER PRESS) NEW YORK WPIX (THE NEWS) ST. LOUIS KSD-TV* (POST-DISPATCH) SAN FRANCISCO KRON-TV* (THE CHRONICLE) ♦ Primary NBC Affiliates v Free & Peters, inc. l'/\ \ Pioneer Radio and Television Station Representatives Since 1932 ! ORK CHICAGO DETROIT ATLANTA FORT WORTH HOLLYWOOD SAN FRANCISCO moola-la! \ C SSt OOtl I It's "Holiday in Paris," new series of 13 musical tilms produced in Paris especially for television. It's the Paris every American longs to see . . . the authentic night life and all the light and bright life of France's fabulous, 2,000-year-old city. CeSt TUagUlhqUe! It's theeKteof Parisian and continental entertainers — Edith Piaf, Charles Trenet, the Lido's Bluebell dancers and many, many others — performing against such backdrops as Montmartre, Champs Elysees, Pigalle, Rue de la Paix and La Seine. C SSt ChdVIMlllltl It's American Dolores Gray discovering Paris — and vice versa. Real-life Dolores, already a top star of musical comedy, cabarets and recordings on the continent, has just captured Broadway with her performance as co-star in "Two on the Aisle."* CeSt pV()llt(Wiei With its accent on top entertainment (much of it brand-new to America), "Holiday in Paris" means beaucoup TV viewers for a quick-acting advertiser. . . beaucoup moola. Call us about first-run rights in your markets. *The usually reserved New York critics said: "the town's new triumph," "the truest talent to arrive on Broadway since, say, Ethel Merman or Mary Martin." "stunning," "somebody to cheer about," "topflight," "new number 1 lady of the musicals." Radio and Television Radio Sales Stations Representative . . . CBS My I How They've Qrown! ARKANSAS l ■ 4 billion dollars ... up 1950 retail sales totaled nearly more than 250% over 1950! Arkansans spend a quarter of a billion dollars a year for food and their farm income nears the '2 billion mark. Year 'round tourist attractions bring vacationists who spend 150 million each year. LITTLE ROCK 200,000 ranks it among Population (metropolitan area) is just short of 190 million in retail sales in 1950 the first 100 cities of the U.S. Its retail trade area consists of 19 counties . . . all within range of the voice of clear channel KVLC. K VLC Has grown up with Arkansas, too! A new-born babe at the time of the last BMB, KVLC has made great strides in gaining listener interest and listener loyalty. For instance, just 4 run-of-the-station announcements on KVLC produced 22 5 direct replies from 29 Arkansas counties, many beyond KVLC's BMB area. (De- tails on request). Arkansas and KVLC Arc Top Buys . . . TODAY! Now Available — Choice Time on KVLC's Top Morning Man Show — "Record Ranch" Write, phone or wire tor details SAVE 50% ON TIME COSTS! Contact us or our Rep for details of the deal! This SPONSOR department features capsuled reports of broadcast advertising significance culled from all seg- ments of the industry. Contributions are welcomed. Ten name brands profit from ""Operation Pay-Off* A free merchandising service reaped dividends recently for WKBO's nation- al advertisers. The Harrisburg sta- tion's plan. "Operation Pay-Off," fea- tured point-of-purchase product dis- plays; promotion labels; paper hang- ers, and on-the-air interviews with par- ticipating retailers. The project design: to increase the sales of 10 NBC network sponsors' prod- ucts in the WKB0 coverage area. The set-up was designed to perform two im- WKBO drive ups Campbell sales in 87 stores portant functions. First, to help clients sell their products more effectivelv by focusing the main effort on the point- of-purchase where actual sales are made. Second, to increase the listen- ing audience for each program and to create greater interest in WKB0. Advertisers represented included General Foods' Jell-0 (The Aldrich Family) ; Liggett & Myers' Chesterfield 1 Bob Hope): American Cigarette & Cigars Pall Mall (The Big Story); Campbell Soup (Double or Nothing). Participating retail outlets received free radio time; those cooperating for the entire two-week campaign were in- terviewed on Parade of Business, a Fri- day evening show especially set-up to tie-in with the "Operation Pay-Off. ' At the end of their individual two- week promotion participations local stores reported these results: four Rea & Derick Drug Stores I Ipana sales up 12% over a similar 1950 period) ; Paes' Self Service Market (moved 28 cases of Pet Milk: usual two-week sales, four cases) ; Dundoff's Food Market (Pall Mall sales up 200%); Paxtang Daily Market (20 cases of Maxwell House Coffee moved off the shelves — an increase of 65% over a normal two-week period) ; Campbell Soup sales jumped 50% in 87 Associ- ated Grocers stores; other local re- tailers told WKBO of Jell-0 sales up 400 7< : Alka Seltzer up 8%. Dave Bennett. WKBO's general man- ager, says Operation Pay-Offs in- itial venture was such a success the plan will be resumed this fall. * * * "( i»iiimoii sense" eommerelals sell mausoleum erupts Most cemeteries and mausoleums have a large sales force that has to be persistent in its selling efforts since peo- ple tend to avoid unpleasant thoughts of death. But Hillcrest Mausoleum in Dallas employs no salesmen. Instead, they rely on radio to tell their story. The Hillcrest approach: Six com- mercials, five with a woman's voice; one with a mans. The commercials never mention death. Never even men- tion crypts. There is nothing morbid. distasteful or sad about it. Emphasis is on "It's just plain common sense to make arrangements ahead of need" (see 4 December 1950 sponsor, p. 34, "How times have changed!"). These announcements advise listen- ers of the addition of a new wing to the Hillcrest Mausoleum; with crypts at a discount during the construction period. One announcement daily at 11:30 a.m.. Monday through Satur- day; two announcements Sunday on KIXL's Lee Segall music show. The business is coming in steadily. $7,300 in 30 days and many more con- tracts are pending. And so far radio time and talent has amounted to ex- actly $182.40. • • • 54 SPONSOR New approach: d.j. inspects used cars before pitch Rail Splitter Auto Sales is among the largest of Springfield's 40-odd used car dealers and, for the past three years, consistent hroadcast advertisers. But Bill Taylor, head of Rail Splitter, didn't think his sports and news broad- WMAY show accounts for 1/3 of outo sales casts were hitting on all eight cylinders. He decided upon a programing change. His new approach : sponsorship of WMAY d.j. Bob Irving who estab- lished a super-personal relationship be- tween himself and his audience. For his 15-minute show for Rail Splitter Auto Sales (5:45 to 6:00 p.m.) Irving personally inspects every car be- fore going on the air and talking about it. Next, every commercial is carefully checked: and special Rail Splitter lyr- ics adapted to his theme song. "On the Sunny Side of the Street," round out the presentation. Success was instant. On the first show, Rail Splitter sold a car for $1,500 before the program was off the air. Now sponsor Taylor estimates that for every $50 he invests in radio time he grosses $1,500 to $2,500 in sales. His time and talent costs are $78 week- ly but appropriations have been upped to take care of three quarter hours weekly. With newspaper ad expenditures cut 50% and WMAY his major medium, Taylor credits his revised air policy with accounting for one third of his sales. • • • Briefly . . . National and local advertising agen- cies are the recipients of "Christmas gifts" from WDTV, Pittsburgh. The idea: the first in a series of fall pro- motion pieces built around a "Christ- mas in July" theme. Enclosed in the Christmas wrapped-sealed package are two sales presentations on WDTV package shows, Variety Resort and Happy's Party. * * * Symphony music at 6:30 a.m. is the latest treat in store for WGMS, Wash- ington. D. C. listeners. The early- morning half-hour is sponsored by Ra- fael Brenner, president of a photo- graphic company, in response to many requests. Each morning is devoted to one category drawn from symphony, ballet, opera, theatre music, etc., and is titled Daybreak Panorama. Brenner also sponsors a symphony program from 7:00 to 8:00 a.m. * * «- WBAY, CBS affiliate in Green Bay, Wisconsin, has tied in the station's sports activities and resort area cover- ' . lVJ:?.lTl| fisherman's eiubjll'MHr • 1 ,... 44 '/«te.lbM;< 1 • l.i»P» .ml 111 &..;.< u .'. a. Champion *1'H. A 4«A> - Stagtrr . «i! /««£ im h " "■-**■■»- - > ■; Izaak Waltonites are proud of WBAY club age with the WBAY Fisherman's Club. Appropriate certificates attesting to an- gling skill are given to the station's friends. * -::• * WSBT, South Bend. Indiana, cur- rently celebrating its 30th year on the air, has opened new studios occupying the third floor of the South Bend Trib- South Bend's WSBT starts 31st year in style une building. Four ultra-modern broadcasting studios, a master control, and three studio control rooms high- light the new quarters with one of the studios seating nearly 100 people. Radio Market Data lor Oakland, 1. How many people? There are 3 million people in the coverage area of KLX, the top station in Hooper ratings. KLX claims only 600,000 as steady listeners. 2. How rich are they? Oakland area radio listen- ers spend 100 million for drugs, 1 billion for food, 1/2 billion for general mer- chandise, 1/4 of a billion for radios, TV and furni- ture. 3. What does Hooper say? KLX leads all independent San Francisco and Oakland radio stations in the Oak- land Hooper. 4. Do San Francisco Inde- pendents cover Oakland? No, these stations reach only 15% to 35% of the Oakland audience that KLX covers. You can check this by adding the Hooper share of audience figures for all periods. 5. What about KLX results . . . and promotion? Just send for success stor- ies on your field. Also, KLX has won 7 national awards for sound promo- tion. KLX TRIBUNE TOWER OAKLAND. CALIFORNIA Represented Nationally by BURN-SMITH CO., INC. 13 AUGUST 1951 55 Let Roy Miller of the Katz Chicago office take the guess- work out of selling the Greater Miami market. His figures prove that WGBS reaches more people at less cost than any other station. You get more for your money on WGBS — morning, afternoon and night. ~~$ Trom the desk of ROY MILLER: 15" V Like I've always said, Miami is a year round market. This sum- mer's tourist business is biggest in history, tops last year by 15%. Summer and winter, you can sell tourist and home folks alike with the biggest station in Florida— WGBS! REPORT TO SPONSORS for 13 August 1951 (Continued from page 2) WESTINCHOUSE STATIONS LAUNCHINC ANTI- NARCOTICS CAMPAIGN — As predicted recently by SPONSOR, stations all over U. S. are campaign- ing to lick narcotics problem. One of most ex- tensive efforts is by Westinghouse Radio Sta- tions (owner of 6 AM stations, 6 FM, and WBZ-TV, Boston) , which has launched anti-narcotic edu- cational campaign in cooperation with Senate Crime Investigation Committee. WHY NEWS WILL BE BETTER BUY— Tops in popu- larity now among listeners and sponsors, radio news will go up in value if efforts of industry leaders like NARTB ' s Bob Richards pay off. In colorful speech to S. Carolina Radio News Direc- tors, Richards stressed value of thorough local reporting and editorializing by stations. Pro- vocative Richards comments were intended to help newscasters sell management on value of ex- panded news operation. THIRD OF NON-OWNERS IN N.Y.C. EXPECT TO BUY TV SET WITHIN YEAR — Advertest Research sur- vey indicates one-third of all non-owners (450,000) in New York metropolitan area expect to buy TV set within year. Other findings in survey, based on representative sample of 758 non-owners: (1) Non-owner families are smaller than owner; only 35% of non-owning, 55% of owner families have children; (2) Average non-owner watches TV on 1.5 days weekly for daily average of 11 minutes (compared with daily radio aver- age of 114 minutes) ; (3) Quarter of all non- owners have not bought set because they can't afford it ; one-eighth because of lack of inter- est ; one-fifth because they are waiting for color or improvements. RADIO PRODUCTION EXCEEDS TV FIRST HALF 'SI — Total of 8,027,935 radios compared with 3,334,505 TV sets were produced in first half of 1951, RTMA estimates. Home radios were larg- est category, 4,212,994; portables, 845,309; car radios, 2,969,632. Radios with FM recep- tion facilities came to 693,038 and 240,552 TV receivers with FM were manufactured. MIAMI FLORIDA Pete and Joe, WJR's western and folk song enter- tainers, sing the praises of Farm Crest Bakeries 9:45 to 10:00 A. M. Monday through Friday. responsive listeners make responsive buyers 50,000 WA CLEAR CHANNEL CBS the GREAT VOICE of the GREAT LAKES Here's another tweet song ... of product sales! Here's convincing proof thaf WJR's great listening audience is an active, responsive one. Recently, on their morning show, Pete and Joe offered their many listeners a copy of a verse. With only eight announcements, WJR received 10,827 requests from 18 states and Canada. This amazing response gives you added proof of WJR's intensive penetration of a large prosperous area, and every indication that your advertising message over WJR produces high-powered action. Radio — sSi>-JMl" America's Greatest Advertising SPEECH Medium MIKE Remember . . . first they listen . . . then they buy! Represented Nationally by Edward Petry & Company 13 AUGUST 1951 57 This smiling maiden with stars in her eyes. For a trousseau is shopping and here's how she buys. A twist of her wrist, her radio dial's what she sets. To WSPD, where she has trust in suggestions she gets. And, after the wedding through years of housekeeping bliss, her daily listening favorites she never will miss. So Sponsors, reach housewives, that we call Madam Buyer Buy time on WSPD, North- western Ohio's favorite Town Crier. JKflPJj) TOLEDOJHIO A fxrut inxUitru] Statum __« SOOO WATTS-H.B.C. / MERCHANDISING [Continued from page 27) The Summer Sales Bandwagon is the name of the hot-weather merchan- dising set-up hypoing sales for food sponsors on KYW, Philadelphia. It involves the cooperation of store chains in sales drives. Every food ad- \ertiser whose local or spot radio hill- ing on the station is $175 or more per week gets a ride on the Summer Sales Bandwagon from 7 June to 19 Sep- tember. This is the way it operates: Major store groups — Penn Fruit, Food Fair Stores. Baltimore Markets, Penn Mu- tual, and Unity-Frankford — take turns of two weeks each to run special store promotions of KYW-advertised prod- ucts. The items are plugged by dis- plays, window posters, and newspaper ads. During that period the station uses special programs and announce- ments calling consumer attention to va- cation values at those store groups. As part of its listener-promotion activity. KYW is using 100 three-sheet billboards. 25 billboards 1 24-sheet), newspaper ads. Fair promotions, and air announcements. The over-all effect of the Summer Sales Bandwagon is a season - long campaign to stimulate sales of KYW-advertised products. Just a few weeks ago 1 16 July) KYW launched Feature Drugs, a mer- chandising operation similar to its Feature Foods. This is a year round set-up. The products of participating sponsors are given preferential han- dling and point-of-sale promotion in cooperating drug stores. A staff under the direction of Mary Belcher Doyle checks on 40 stores each week and re- ports its findings to the advertisers. Here's what they do for the sponsors involved: 1. Try to sell the product to drug- gists who don't earn it. 2. Gather trade reactions to the product and its distributors. 3. Arrange displays. 4. Report on sales of the product and consumer reaction to it. 5. Compile information about com- petitive products. Feature Drugs are advertised on two programs a day, five days a week. Hal Moore, presented 0:00 to 9:30 in the morning, is designed to sell products to women. The Answer Man Willi Hal Moore is aired from 6:15 to (>:.'}() in the evening to reach a general amb- it will be interesting to see if KYW's Feature Drugs matches the success of its Feature Foods, an established pro- gram-sales plan in effect also over WHO, WLS, and WOW. That adver- tising-merchandising promotion began on 1 June 1950. Eight months later its program, which has a potential of 36 participating announcements a week, was sold out. The full significance of this stems from three factors: 1. The station's regular announce- ment rate is $35, but each of these an- nouncements, because of the additional services, were sold for $75, an increase of over 110' < . 2. There are three inter-connected network-affiliated television stations in Philadelphia. 3. The market has approximately 70% television ownership. This is one fulfillment of Edgar Kobak's suggestion that radio man- agement try creative selling and "go to advertisers with ideas instead of continuously trying to outdo one an- other in deals and concessions" I SPON- SOR, 2 July 1951). "The trouble with the tragic central figure in the play. Death of a Salesman, was that he had quit learning. To be a good salesman, read at least one self- improvement book a month. Out of those pages will come an idea. You put it to work to make a dollar for you." EDWARD J. HEGARTY, Sales Training Director. W estinghouse Corporation • ••••••* I Another station that believes in the possibilities of Feature Drugs is WBZ, Boston. Its version of the merchan- dising program will hit the air on 3 September. ) As mentioned earlier, WNBC has a merchandising-promotion plan called Operation Chain Lightning. It consists of a series of promotions designed, in the words of general manager Ted Cott, "to merchandise the advertiser 52 weeks a year." An important phase of Operation Chain Lightning involves the coopera- tion of six supermarket chains — Shop- well, King's Supermarkets, Food Fair. Boulston Stores, H. C. Bohack, and Grand Union. In exchange for sta- tion breaks the individual stores pro- vide island positions to \\ "NBC-adver- tised products which meet the station's hilling requirements. The difference between an island position and a shelf position is more than a matter of lan- "uajie. Island areas are the choice lo- 58 SPONSOR behind the scenes of the nation's screens Bell technician at monitoring and control position, television network center in New York. Xelevision network transmission requires precise and costly equipment. Yet the equipment alone would be of little use without trained personnel to operate it. So the Bell System trains men, even as it extends its television channel miles. They are provided with the special apparatus needed to handle television's ever-changing requirements. Control Center technicians monitor Bell circuits to see that programs travel smoothly, that switching takes place with a minimum of interruption. Their skill and equipment help make network television flexible and smooth in operation, even though the combination of stations and networks may alter every 15 minutes. In less than six years the Bell System has estab- lished over 18,000 miles of television channels to serve the industry. The value of coaxial cable, radio relax systems and associated equipment used by the Hell System for television purposes is nearly $85,000,000. Yet charges are relatively low. The Telephone Com- pany's total network facility charges — including both video and audio channels — average about 10 cents a mile for a half hour of program time. BELL TELEPHONE SYSTEM PROVIDING NETWORK TRANSMISSION CHANNELS FOR THE RADIO AND TELEVISION INDUSTRIES TODAY AND TOMORROW cations in supermarkets. They high- light a product, giving it an impres- sive sales advantage over competitive items on shelves. As an illustration, one of the chains stocked a certain brand of beer in a few of their stores. Since being advertised on WNBC it has been placed in an island spot. The resulting upswing in sales gave the brewery the necessary leverage to get the beer into every store of that organ- ization. As part of a campaign to make listeners think of WNBC as "New York's community station." it sends its top personalities to banquets, open- ings of supermarkets, etc. This tactic serves many purposes, including build- ing goodwill. It impelled Walter Bruce, advertising manager of H. C. Bohack Company, to write WNBC sales man- ager William Rich, "You have been so nice to the Bohack Company that I have a feeling that someday we'll have to put on a whale of a promo- tion to make it up to you." Eleanor Roosevelt's presence at ban- quets wins goodwill of important busi- ness executives for the station. Kate Smith, who will replace her when she CKCW MONCTON NEW BRUNSWICK Ihe Huh oh the A/\ar/6/mes REPS: STOVIN IN CANADA: ADAM YOUNG INC. IN U.S.A. goes to Europe this fall, will represent WNBC at these functions. When Tex and Jinx McCrary attend them, they tape record interviews with noted peo- ple to play on their program the next day. At a recent banquet given for grocers and their wives from the Newr York and Connecticut area by Nedicks, they induced the women to participate in recording commercials for the firm's orange drink. On her Friday programs, Mrs. Roosevelt singles out a civic leader of a community in the New York metro- politan area and presents him with her community service citation. This phase of Operation Chain Lightning gets a big play in the newspapers of the towns involved. The expression "trading space for time" usually is associated with war, but in this case it concerns bartering newspaper and magazine space for radio time. The exchange enabled WNBC to plug their sponsors' pro- grams in 72 full-page ads in the last year. They appeared in the New York Mirror, World Telegram and Sun, Journal-American, Cue, Saturday Re- view of Literature, Theatre Arts, and the metropolitan edition of Parents, Magazine. The distinctive characteristics of Op- eration Chain Lightning are: flexibili- ty, strong merchandising, and (above all else) showmanship. But these foregoing are just a few examples of merchandising. WLW, Cincinnati, undoubtedly does the most extensive merchandising in the radio field. The Panalyzed Promotion of KSTP, St. Paul, ranks in the top bracket. KFI. Los Angeles, has a splen- did record in food merchandising. The merchandising of WING, Dayton, is a real bonus to food and drug adver- tisers. WWL does a full and effective job. KOIL, Omaha, is conducting an aggressive campaign of summer pro- motions. The most spectacular phase of the operation in June was a "WHO- ZIT" contest. Recordings of 15 mys- tery voices were broadcast, one daily, Monday through Friday for three weeks. Listeners competing for the prizes had to identify all the voices and submit 50 words or less on "Why I listen to KOIL." A similar contest was launched by KOIL on 23 July. Like its predecessor, it is being plugged by on-the-air pub- licity, newspaper ads, streetcar and bus cards. 60 SPONSOR KRSC, Seattle, 1,000-watt indepen- dent, has a new merchandising scheme tying in six chains and independent groups in Seattle and Tacoma. In ad- dition to shelf displays and merchan- dise check-ups, KRSC provides stores with radios tuned permanently to the station. These are set in the middle of shelf displays. That such merchandising is a real- istic means of improving radios effec- tiveness as an advertising medium and of strengthening it during the crucial period of adjustment to television is borne out by the facts. The use to which that knowledge is put is up to the individual broadcaster. (The information provided by three SPONSOR studies in the past year (28 August 1950, 11 September 1950, 23 April 1951 ) presents a comprehensive coverage of radio station mechandis- ing. And this article, dealing with summer merchandising and other new developments, brings the picture up to date.) • • • RADIO COMMERCIALS (Continued from page 50) nouncers sounded more like Back Bay than bayou. So we reached this agreement (I use the pronoun "we" loosely) : the folks who run the radio stations MUST be more at home in their own backyards than we. That's how they were able to build a station and keep it going. So it's safe to assume that the local talent they are airing is what the home-folks want to hear. Therefore, we decided to yank our e.t.'s (prepared in the air- conditioned confines of WOR with soft spoken announcers summoned through Registry) and send out flattering let- ters to the best participating talent available in each town. In these epis- tles we would state, in essence, "We've chosen you because you know how to sell to your local audience. Rather than warp your style to fit ours, we want you to do your best . . . and that means do it your own way. So here is a 'Do' and a 'Don't' list that will give you some suggestions about our prod- uct. We're also enclosing a few scripts prepared for other markets. But don't abide by them. Sell in your own style. We're convinced the results will be far more satisfactory if you are given this free rein. Go to it! Lots of luck!" No one could fail to take a letter like this as a challenge as well as a compli- 13 AUGUST 1951 "TIM£ OUT" ^ selling with Jeanne Shea and Tom Gleba Here's the best features of the ever popular "woman's page" skillfully blended into a fast-moving and exciting participation program. As- sisted by a variety cast of four, Tom Gleba and Jeanne Shea present such interesting features as "Slick Tricks" like making a laundry bag from an old shirt . . ."What is It?" hilarious telephone quiz . . ."Beauty Care". . ."Children's Corner". . ."Food Tips". . ."Window Shop- ping" and many other units PLUS lively entertainment. It's the right spot for your sales message to reach central Ohio's homemakers. For program resume, see Blair TV or write direct WBNS-TV COLUMBUS, OHIO Channel 10 CBS-TV Network • Affiliated with Columbus Dispatch and WBNS-AM • Sales Office: 33 North High Street 61 Buy KTBS Shreveport* and get OVERAGE UDIENCE *Buy where Southern purchasing power is highest. Make this "Louisiana Purchase" and get EasternTexas and Southern Arkansas as well. ERCHANDISING . . . at 2/3 the cost! KTBS SHREVEPORT 10,000 WATTS— DAY 5,000 WATTS NIGHT 710 KILOCYCLES NBC Noil Representative: Edward Petry & Co., Inc. 5,000 Watts Full Time L John H. Phipps, Owner L. Herschel Graves, Gen'l MgrJ FLORIDA GROUP Columbia Broadcasting System National Representative JOHN BLAIR AND COMPANY 7937 lOOw 795 7 5000w 20 yrs, Southeastern Representative HARRY E. CUMMINGS of DEPENDABLE service to this community and YOU. We are worthy of your trust. 76e /¥tt Tfotfai Stofruu iKGVO-KRIIfl 5000 Watts 250 Watts Night & Day Night & Day . MISSOULA ANACONDA ^^ BUTTE Gjin0ui MONTANA nil, ntiisniE state of the 48 62 ment. Its basic soundness, I think, is unquestionable. And hence results. I'm sure, are on the way. • • • As we all might have been prone to guess, radio listening increases in a television home in direct proportion to the length of time the TV set is owned. In other words the novelty of TV wears off, but naturally this must stop somewhere or there would come a time in the life of every TV-owner when he would be junking his set. Nevertheless, up to a point (not yet determined) this increase in radio is the case. The most recent group to confirm this suspicion is Pulse, Inc. Working with WOR, they came up with the following chart which I reproduce for those who enjoy the numerical: 8:00-10:00 p.m. average sets-in-use Radio TV 9 months or less .. 9.8 72.6 10-18 months 10.6 65.0 19-24 months 14.3 63.7 Over 24 months . 15.7 62.4 MEN, MONEY, MOTIVES (Continued from page 6) roll-call of cast, producers, writers, electricians, cameramen and whatnot is by now almost a separate sequence. " * * * In its broader implications the un- ending "demands"" for publicity, pres- tige and profit participation go beyond any individual's vanity or immediate self-interest. They relate to a wider issue — "intellectual" property. Law and Equity have long recognized and protected "real" property but have been tardy in extending these concepts to the more intangible products of hu- man brain, ingenuity and "flair." * * * But old ideas are breaking down. Only three years ago, the trade press was reporting in much minutia (while other networks and ad agencies shud- dered I how CBS was granting to sal- aried emploves the right to share finan- cially over and above weekly pay in certain subsidiary, and re-use, values. * * * Note now cowboy star Roy Rogers securing a Federal injunction ( tempo- ral I against Republic Pictures on the plea that he has a propert) right in am TV rentals of his old releases. Note, too, CBS' worrisome problem in defending My Friend lima against the SPONSOR charge that it was promulgated after a deal for My Sister Eileen broke down. Here the "property'' claim lies not in the original author of My Sister Eileen but in an entrepreneur who had the radio option on the stage play. Thirty )ears ago the Courts would hardly have entertained his plea. Today they remain stubbornly suspicious that Ar- thur Kurlan may have a case. • • • CONOCO HITS GUSHER {Continued from page 29) tion, with Jack Denny's orchestra, Paul Small as vocalist. John B. Kennedy as narrator, and Alois Havrilla as an- nouncer. An early show was staged at the Indianapolis Speedway, so that the announcer could describe the potency of a race car fueled with Conoco Germ- Processed Motor Oil. Harry Rich- man, the great night club m.c, was brought on as a guest to bolster the show; but still Continental was un- happy. In January, 1935, Conoco Presents was dropped, and for 15 years — except for occasional sporadic use of spot ra- dio on a local basis — Continental turned its back on radio advertising. Largely responsible for the feat of helping Continantal overcome its de- fection from radio was the gritty, aggressive executive staff of Geyer, Newell & Ganger, which has handled the account for seven years. Continen- tal's astute advertising manager. Will A. Morgan, finds an intimate rapport with account supervisor H. W. ( Hike I Newell, assisted by Jack Sheldon; ac- count executive Charles Blocker; time- buyer Elizabeth Betty Powell; copy chief Dave Boffey; and radio director F. A. ( Ted I Long. Naturally, with a company the size of Continental, all advertising policies are carefully formulated. Four months of the year — March. June, September, and December — an advertising sub- committee meets with management in New York City to clear copy. And dur- ing another four months — April, July, October, and January — a full advertis- ing committee, including top executive officers, meets in Continental's execu- tive headquarters in Houston. Tex., to make final decisions on advertising strategy. Currently. Continental's radio and TV advertising is based on two themes: 111 It hammers home the slogan "50.000 Miles— No Wear." This re- YOU MIGHT FLY NON-STOP AROUND THE WORLD*- * BUT... YOU NEED THE FETZER STATIONS FOR "AIR SUPREMACY" OF WESTERN MICHIGAN! "Operation Fetzer" is your best approaeh to the Western Michigan market — WKZO-WJEF in radio and WKZO-TV in television. RADIO: WKZO, Kalamazoo and WJEF, Grand Rapids, are among America's most obvious radio buys. Always outstand- ing in their home cities, 1949 BMB figures prove largest rural audiences, too — up 46.7% in the daytime, 52.8% at night, over 1946! WKZO-WJEF cost 20% less, yet deliver about 57% more listeners than the next-best two-station combination in Kalamazoo and Grand Rapids. TV: WKZO-TV is Channel 3 ... the official Basic CBS Out- let for Kalamazoo-Grand Rapids. WKZO-TVs coverage area wraps up a far bigger market than you'd guess — 133,122 sets, or more sets than are installed in such "big-town" cities as Ft. Worth-Dallas, Kansas City or Syracuse. WKZO-TV is the only television station serving these five Western Michi- gan and Northern Indiana cities: Kalamazoo, Grand Rapids, Battle Creek, South Bend and Elkhart — representing a buy- ing income of more than $1,500,000,000! It will pay you to get all the facts. Write direct or ask Averv-Knodel, Inc. ''The United States Air Force did, in February, 1949. FETZER BROADCASTING COMPANY Avcry-Knodel, Inc., Exclusive National Representatives 13 AUGUST 1951 63 fers to a road test conducted in 1949; in the test, six new popular priced au- tomobiles usiwg Conoco Super Motor Oil showed no engine wear of any con- sequence after 50,000 miles of almost continuous driving. (2) It makes large use of personal testimonials from people who give pun- ishing wear to their automobiles. These individuals range from the own- er of an ambulance company to the operator of a fleet of Drive-Yourself cars. Commercial copy for both radio and TV follows the same pattern — the an- nouncements usually drawing upon the same person for a testimonial. How- ever, although the name and personal statement of the testimonial-giver is employed as is, the voice of a profes- sional radio actor is dubbed in. And. always, the actor is selected so that his voice conforms as closely as possible to that of the testimonial-giver he rep- resents. For example, a recent one-minute radio announcement quoted the testi- monial of William H. Dintleman, a stock car racer of St. Louis. The copy ran in part : AN NCR: "Mr. Dintleman is one of over a million people who have HAVEN LA PORTE GARY KALAMAZOO SOUTH BEND MISHAWAKA MICHIGAN FT. WAYNE -■I _l| "I I KOKOMO INDIA N A INDIANAPOLIS o x o WSBT FOR A BILLION DOLLAR BONLS In reaching the South Bend-Mishawaka trading area noth- ing equals WSBT. This station is a great buy on any schedule, delivering a half-billion dollar market all by itself. BEYOND THIS, WSBT is the outstanding station through- out its primary area, adding another billion dollars to the WSBT market. Check it for yourself — from Sales Manage- ment figures and Hooperratings. (Every CBS show on WSBT enjoys a higher Hooper than the network average.) For a tremendous bonus buy. buy WSBT. PAUL H. RAYMER COMPANY • NATIONAL REPRESENTATIVE changed to new Conoco Super Motor Oil in the past year. Tell us about it, Bill." DINTLEMAN I Via Ivor Francis) : "I run two racing stock cars on tracks in Missouri and Illinois. . . . Before changing to Conoco Super, my cars wouldn't run more than five race meets without an overhaul. . . . Since chang- ing to Conoco Super. I've been in 60 races without an overhaul! . . . Now a lot of other drivers I know are chang- ing to Conoco Super." For the counterpart one-minute TV announcement. Continental sent a spe- cial camera crew to St. Louis to get some dramatic shots of the stock car racers in action. Dintleman was seen on camera and gave his testimonial, with Ivor Francis again dubbing in his voice. The quotation was worded ex- actly as in the radio announcement, but with a couple of phrases omitted, in order to devote more time to the camera's visual action. Both announcements ended on the same note, namely a spiel from the an- nouncer urging: "Folks, why don't you get the story of '50,000 Miles — No Wear' from your Conoco Mileage Mer- chant . . . Change now to new Conoco Super Motor Oil." In acquiring time for the radio and TV announcements, timebuyer Eliza- beth Betty Powell is primarily con- cerned with two major elements: 1 1 ) The geographical distribution of the sponsor's products. Continental markets a full-line op- eration— namely, it sells both gas and oil and operates service stations — in the Prairie and Mountain States. Con- sequently, the timebuyer places the heaviest barrage of spot ammunition in these regions. Currently, though, she is beginning to buy time increas- ingly in the West and East Coasts, as Continental is extending the sale of Conoco Super Motor Oil to these mar- kets. (2) The most attractive time slots. Since men are the chief buyers of motor oil. she tries to reach their ears, while not forgetting that women are heavy users of the product, too. There- fore, she buys announcement time both in the day and night slots, preferably around the breakfast and supper time periods. In areas populated by farm- ers, naturally, she tries to reach these early risers by buying time at earlier periods in the morning. Thus, for ra- dio, she usually acquires time for two daytime minute announcements and 64 SPONSOR two nighttime 20-second station breaks. The TV announcements and station breaks are scattered through the day and evening, selected with an eye open for high-rated adjacencies. Here are some typical radio stations used to sell Conoco: KLRA, Little Rock, Ark.; KOA, Denver, Colo.; KSEI, Pocatello, Ida- ho; WBBM, Chicago; WOC, Daven- port, la.; WIBW, Topeka, Kan.; WHAS, Louisville, Ky.; KSYL, Alex- andria, La.; KDAL. Duluth. Minn.; WDAF, Kansas City, Mo.; KXLF, Butte, Mont.; WOW, Omaha, Neb.; KOB, Albuquerque, N. M.; KFYR. Bismarck, N. D.; WBBZ, Ponca City; KOTA, Rapid City, S. D.; KGNC, Amarillo, Tex.; KSL, Salt Lake City; KSPR, Casper, Wyo. And here are some typical TV sta- tions employed: KOB-TV, Albuquerque; WOI-TV, Ames, Iowa; WBKB-TV, Chicago; KRLD-TV, Dallas; WKY-TV, Oklaho- ma City; WOW-TV, Omaha. Continental is quite aware of the value of merchandising and point-of- sale promotion. At regular field meet- ings for Continental dealers, transcrip- tions of the radio commercials and films of the TV commercials are played. (Some jobbers, who sell di- rectly to service stations, are so ex- cited by broadcast advertising that they buy time on local radio stations on their own, with the copy being provid- ed by Geyer, Newell & Ganger.) In ad- dition, the sponsor distributes a hand some, colored brochure showing serv ice station men and dealers how Con tinental is backing up their sales ef forts. (See page 29.) Intelligent selling has helped Conti nental add dollars and cents to its til of revenue. From a gross operating in come of $106,500,000 in 1941, its rev enue soared to $330,000,000 in 1948 Its gross dipped to $315,000,000 in 1949, but, thanks in part to strong ad- vertising efforts, it made more than a comeback by zooming to $348,000,000 in 1950. Similarly, the barrels of crude oil (of 42 gallons each I proc- essed by Continental annually rose from 17,700,000 in 1941 to 33,600,000 in 1948; dipped to 32.500,000 in 1949; and reached an all-time high of 34 - 900,000 in 1950. The financial future of Continental seems highly promisrng. It has a joint interest now in the Hudson's Bay Oil & Gas Company. Ltd.. of Canada. 13 AUGUST 1951 SALES PICK UP QUICK, too when WTAR sells the Norfolk Metropolitan Sales Area for You There's a juicy potential for auto and automotive after- market sales in the Norfolk Metropolitan Sales Area — Norfolk, Portsmouth, and Newport News, Virginia. Sales Management* says $104,192,000. You can get your share of this big, eager and able-to-buy market at low- est sales costs with WTAR, Number I station in Vir- ginia's Largest Market. Why? Hooper shows that most Nor-Folks listen to WTAR most of the time, and WTAR delivers more listeners-per-dollar than any other local station or combination. Ask your Petry man to show you how WTAR can pick up extra sales and profits for you, or write us, today. *Survey of Buying Power, May 10, 1951 NBC Affiliate 5,000 Watts Day & Night Nationally Represented by Edward Petry & Co., Inc. Norfolk, Virginia 65 TWO TOP CBS STATIONS TWO BIG SOUTHWEST MARKETS ONE LOW COMBINATION RATE KWFT WICHITA FALLS, TEX. 620 KC 5,000 WATTS KLYN AMARILLO, TEX. 940 KC 1,000 WATTS When you're making out that sched- ule for the Southwest don't over- look this sales-winning pair of CBS stations. For availabilities and rates, write, phone or wire our representatives. National Rapratantatlva* JOHN BLAIR & CO. whirh is tapping the rich Turner Val- ley, Leduc and Redwater oil fields in Alberta, and Viking-Kinsella and Lloydminister gas fields in the prov- inces of Alberta and Saskatchewan. The only fly in the oil that Conti- nental seems most concerned about is the government fiat hampering the company's program of expanding its service stations. As president L. F. McCollum pointed out in his 1950 an- nual report: "Present government reg- ulations prevent the construction of new service stations, unless such con- struction aids the defense effort. The duration of these curbs is indetermi- nate." However, with the imminent pease in Korea, it seems likely that the government will allow Continental to continue extending its marketing out- lets. This possibility has great importance to broadcast advertising. If Continen- tal does stretch out its service stations from coast to coast, it may well be that the prodigal Continental Oil Company will return to the fold of network ad- vertising to preach the Conoco gospel to the nation-wide masses. -k -k -k PREMIUMS PROFITABLE [Continued from page 33) peak responsiveness is during mid- morning, mid-afternoon, and late after- noon periods. And kid programs, of course, fade from the kilocycles early in the evening. Regardless of the time offers are made, television's record is phenome- nal. Most agency men agree that TV is the premium promoter's dream come true. Offers have drawn returns as high as 26% of the viewing audience. As a matter of fact, video's proof that nighttime exploitations will work has influenced the return of a few premi- ums to nighttime radio. The results may reveal that some advertisers gave up too quickly on AM's late-p.m pro- motion potential. The what of a premium offer is of paramount importance. The article must appeal to the masses, not the classes. It must have standout quali- ties of utility, glamor, or "excitement value." It must be a bonafide bargain. If possible, it should be an item peo- ple want but don't ordinarih own or buy. It should rate high in what the trade calls the "pride of possession" factor. Above all. it must make a good impression on the recipient. Unless a housewife is completely satisfied with a premium, her faith in the product it promoted is jeopardized. Gadgets are always gambles. The safest bets are quality household and personal items. Today s overwhelming majority of of- fers are staple, self-explanatory mer- chandise. Costume jewelry is the leading novel- ty premium. A charm bracelet drew almost a million returns for Whitehall Pharmacal Company's Kolynos Tooth- paste a few years ago. Nearlv 800,000 pair of perfumed forget-me-not earings are the figures on another Kolynos campaign. Both were on Helen Trent (CBS I and Front Page Farrell (NBC). An old-fashioned love locket, plugged for Sterling Drugs' Dr. Lyon's Tooth- paste on Backstage Wife I NBC ) and Bride And Groom (ABC), pulled a re- sponse well over the half-million mark in both 1946 and 1948. Items in this category depend al- most entirely on "excitement value"' for their appeal. Weeks of colorful buildup in the storyline of a soap op- era transform a two-bit bauble into an emotional symbol. It becomes "some- thing special" for Mrs. Listener to share with the leading lady. The price of most offers has remained 250. But the pulling power isn't what it used to be. Returns have been on the down- grade for a couple of years. Virtually every air-advertised offer is "self-liquidating." It requires the listener or viewer to send a small amount of money and a "proof of pur- chase"— box top. label, wrapper, etc. In other words, it pays for itself — while giving the customer from two to four times more for her money. And that isn't all. The self-liquidat- ing deal — developed in the 20 years of radio-premium association — makes this form of promotion just as avail- able to the small company as to the industrial giant. Here's the dope on how much: Broadcast-promoted premiums range from 100 to $1.00 in the amount listen- ers must send in. The number of $1.00 deals rose 68.595 last year. But 10 and 15^ offers also increased. And the 250 group expanded more than the 500 section. As a whole, the upswing in cost has been considerably less than that of the general retail price index. Thus the public found premiums a big- ger bargain than ever and the reaction boosted box-top business almost $500.- 000.000 last year. The trend is toward less emphasis 66 SPONSOR on one-coin offers. In the past, the price to he paid was a dime, a quarter, a half-dollar. It was seldom an amount requiring more than one piece of money, because premium experts feared that would be bad psychology. But the returns on such deals as Crisco's flower seeds for 150. Sweetheart Soap's teaspoon for 20?*. Libby's Dale Car- negie book for 350, P&G's set of three Bt a'\ knives for 600, and others have proved that the number of coins is an insignificant factor to the bargain ap- peal of the article. Sound promotional practice discour- ages profiting on premiums. Of course, if mail-handling charges, packaging, postage, federal tax (on jewelry), and the cost of the item come to, say, 240, it is presented for a quarter. On the other hand, if the total cost should be 260. the deal is "subsidized" as a 250 offer. Enhancing a premiums pulling power is more important than making a profit on the item. Pulling power is what B. T. Babbitt had in mind when he originated pre- mium merchandising in 1851. He needed something to overcome resis- tance to his then-radically-packaged soap, so he offered a "panel picture" for 32 wrappers. The strategy worked so well the company bearing his name has used bonus deals ever since. It was one of the first to promote pre- miums via radio (sponsor, November 1946 ) . Broadcast exploitation of plus values began in the early 1930's, when Duane Jones initiated the first flower seed of- fer for Palmolive Soap on Clara, Lou V Em, an NBC daytime serial. Sub- sequently, starting in 1936, he used a flower seed offer every spring on David Harurn (NBC I and later on Lora Laivton (NBC) for B. T. Babbitt Company's Bab-0. Those promotions made advertising history. This now-famous Duane Jones tech- nique glamorized the flowers as Will Rogers Zinnias, Shirley Temple Pop- pies, etc. The program's dialogue be- came sprinkled with references to the glory of gardens in bloom. They made members of the cast wince, but thev also made members of the audience flower-conscious. That was the preliminary phase. The keynote of the operation was the use of radio's personalized salesman- ship. A newspaper ad is cold. Its reader interest isn't enhanced by the content of any story or article in the publication. But an air commercial 13 AUGUST 1951 To a Time-Buyer's Secretary with Vacation on Her Mind *W J IT'LL be rough without you for two weeks. Especially when The Man has to scratch around in the files. Tell him, when he needs some examples of radio's pulling power, to look under Iowa — WMT. Take the case of the Bowman Cattle Company. They considered cancelling their noon hour sale announcement on WMT. "Looky," said WMT. "Next time you have a sale, ask your buyers how many of them heard about it on WMT." Bowman did. 90 % had. Bowman reconsidered. Remind him about Tait Cummin's WMT Sports Contest last March to guess the championship team and score of the title game in the boys' state basketball tournament. Prizes were 3 one-week all-expense vacations to Mid-West resorts. Results: 49,363 entries in ten days. Tell him, when he needs some examples of radio coverage, to check BMB's Study No. 2 for WMT, where total weekly radio family listening is 338.480 ( in 87 counties) daytime, 303,880 (in 71 counties) nights. Incidentally, where are you going on your vacation? Iowa's Okobojis and Clear Lake and Spirit Lake are great spots for relaxing; Iowa's young men are real stem-winders — tall, sun-bronzed and . . . interesting. The air is clear — the only pall on the horizon is a bit of smoke from traditional burning ceremonies for the few remaining mortgages, just paid off. Have a nice time, honey. Everything will be okay. Just leave several blank schedules behind — with WMT filled in in the strategic places. ®5000 WATTS 600 KC Day & Nighi BASIC COLUMBIA NETWORK REPRESENTED NATIONALLY BY THE KATZ AGENCY 67 has almost limitless advantages. Fea- tures of the program can be woven into it — and vice versa. Projecting these possibilities, the flowers began to creep into the storyline of Dwvid Harum. Before long they were the storyline. This dramatic development made the entire show the commercial. The flowers were the element that brought the romantic couple together, or saved the failing marriage, or in- spired the rebuilding of the Old Ladies Home. Ralph Smith, Duane Jones ex- ecutive vice president, told SPONSOR: "Since soap opera listeners never quite define shadowland between the story and reality, it is easy to see that this type of radio offer had an un- usually strong appeal." Here's how strong it was: the first Bab-0 deal, aired on only 19 stations, pulled 275,- 000 labels and dimes. But there are other effective tech- niques of presenting flower seed offers. This spring Procter and Gamble drew good returns on a promotion plugged via straight announcements on Young, Dr. Malone (CBS) and Fireside Thea- tre (NBC-TV). It had a different kind of special appeal. For 150 and a SOUTHWEST VIRGINIA'S PiCUte^l RADIO STATION *C. E. HOOPER, Inc. Get the entire story from FREE & PETERS Crisco label the customer received seven packets of seeds, plus a coupon worth 100 on the next purchase of the product. That made it a double bonus for both consumer and advertiser. Use of the "hook" to induce an extra sale is a growing trend in premium mer- chandising. Some advertisers use a more direct way of forcing an extra sale. Early this winter Lever Brothers publicized an offer of a pair of kitchen shears on Lux Radio Theatre (CBS), Big Town (NBC), and Arthur Godfrey (CBS). It was a $1.50 value for 500 and two box tops or wrappers from any of six products. The variety of products from which to choose lessened possi- ble resistance to the double purchase. This tactic is used effectively in many Lever offers. In March it was a $1.25 plastic apron for 250. In July and August it's a $1.19 nylon hair brush for 35<*. The two-box-top deal stimu- lates extra sales. Critics of plus-value operations TOP 10 PREMIUM USERS IN 1950 Firm Number of offers General Foods Corp. 36 General Mills, Inc. 36 Quaker Oats Co. 33 Colgate-Palmolive Peet Co. 22 Lever Brothers Co. 20 Kellogg Co. 18 Swift & Co. 18 Procter & Gamble Co. 14 Pillsbury Mills, Inc. 13 Safeway Stores, Inc. 13 claim that broadcast time used to plug a premium leaves correspondingly less time to sell the product. They overlook these facts: (1) a premium heightens listener interest in the commercial — thereby helping sell the product; (2) a premium has strong immediate ap- peal— thereby helping sell the product; l 3 I a premium builds dealer good will — thereby helping sell the product. Let's look at a practical application of these facts. Very recently Standard Brands featured an offer of six ini- tialed glasses, a $2.50 value, for $1 and a Tender Leaf Tea box top. It was advertised on the Garry Moore Show (CBS-TV). The distinctive beverage glasses heightened interest in the bev- erage for which they were so obviously intended — iced tea. The personalized appeal of the initial — at such a low price — induced housewives to get the necessary proof of purchase. Natural- ly, the grocers appreciated the extra business. The offer had another feature. It specified that returns be mailed in spe- cial envelopes procured from grocers. 63 SPONSOR The extra traffic caused by the pre- mium promotion was brought to the attention of dealers when customers asked for envelopes. Thus they were made aware of how effectively adver- tising works for them. As stated earlier, a premium isn't a panacea. Operational oversights and miscues can result in failures. The fol- lowing examples of three book offers show some of the reasons for hits and misses. 1. Emily Post's etiquette book re- tailed for $4. A condensed edition was presented as a 25<£ Bab-0 premium. It didn't pull enough returns to pay for the editorial work. The differences in size didn't cause the flop. The reason was: educational features lack basic premium appeal. 2. An offer, tailored to promote good will for Duz, Ivory, and Ivory Flakes, was presented recently by Proc- ter and Gamble through Compton Ad- vertising, Inc. Six 250 pocket-edition books were sent to any service man or woman or to any hospital indicated by the purchaser. A special coupon was enclosed in the package so the recipi- ent would know from whom the gift came. Cost of the deal — an established $1.50 value, not counting packaging and postage charges — was 50<* and proof of purchase of one of the three products. The details were explained on The Guiding Light (CBS), Big Sister (CBS), The Brighter Day (CBS), Right To Happiness (NBC), and the Garry Moore Show (CBS- TV ) . Returns are top-secret, but it isn't a secret that the deal served its purpose, because it was a standout in human-interest appeal. 3. A current General Mills cam- paign pushes Betty Crocker Cake Mixes on Magazine of the Air (ABC) and The Lone Ranger (ABC-TV). The promotional feature is a booklet on cake mixing. Its price is a quarter and a box top. It won't outdraw an "atomic bomb ring," but response to similar offers indicates healthy returns. A collection of recipes has utility ap- peal. Incidentally, the above is a "related deal." The flour industry prefers pre- miums which have a direct relation- ship to their products, such as baking pans, mixing bowls, etc. It's the only group which does that regularly. But don't get. the idea that other in- dustries shun related deals. A recent promotion for Diamond Crystal Salt featured a set of plastic salt and pepper The MIGHTY MONTGOMERY MARKET 95TH MARKET IN THE U.S. • Mighty Montgomery ' is the hub of .one of the nation's top agri- cultural and indus- trial markets. GIANT AIRFORCE ' MILITARY BASE • Mighty Montgomery home of Maxwell Field, one of the. largest Air Force cen- ters in the entire na- tion. OVER 600,000 IN TRADING AREA • Mighty Montgomery dominates the rich surrounding trade area of IT progres- sive and expanding counties. • $134,000,000 CITY RETAIL SALES • Mighty Montgomery had 1950 city retail sales alone that were $5,000,000 above those of the previous year. CAPITOL OF ALABAMA • Mighty Montgomery is a focal point of in- dustrial development both in Alabama and in the new South. Wrife, Wire or Phone for Availabilities! MUTUAL WJJJ Represented by Weed & Co. ABC WAPX Represented by The Walker Co. MONTGOMERY NETWORK NBC WSFA Represented by Headley-Reed Co. STATIONS ASSOCIATION CBS wcov Represented by The Taylor Co. 13 AUGUST 1951 69 CLEVELAND'S gfafi STATION • WJW • CLEVEmND'SJ^^^TSIGNAL- WJW • CLEVELAND'S diiefi S/^ Chief Says: "Chief Station puts on heap big show, Good medicine for building sales; Chief's advertisers sure do know It's "network plus" the listener hails" * J 5 m § TOWN'S TOP TALENT ABC prestige, PLUS net-calibre local talent spells listener interest and sales punch for the unique WJW programming plan. CLEVELAND'S 0df STATION OOO W. QJJ BASIC ABC W BUILDING ^*— ^ CLEVELAND 15, OH 5 WJW BUILDING "^C*^ CLEVELAND 15, OHIO REPRESENTED NATIONALLY BY H-R REPRESENTATIVES, INC. 3 m S at o z P. IN MONTREAL it's Canada's FIRST station — wise in the ways of PROGRAMMING, PROMOTION and MERCHAN- DISING . . . gives you the cover- age and the listenership needed to do a real selling job in this rich market area. ^JZlL't. 90% of KECK' clients have renewed year in, year out, since station went on air the station most people listen to most in West Texas full time regional on 920 k. c. BEN NEDOW general manager U. S. Representative— Weed & Co, ODESSA, TEXAS Nat'l Rep. Forjoc & Co. shakers. The plugs on When A Girl Marries ( NBC I did an excellent job of pulling quarters and proofs of pur- chase. Although the offer expired 28 February, General Foods premium promotion manager says returns are still coming in. On the other hand, a Bab-0 promo- tion emphasizes that product and pre- mium can be poles apart. The offer was three pair of silk stockings for $1 and a label. Exact figures are still hush-hush, but advertising and mer- chandising manager Robert Brenner divulged to sponsor that "it was in excess of a million pair." Some premiums are pre-tested in an effort to determine consumer reaction. One method is to read prepared com- mercials to housewives who are asked to make a choice between two premi- ums which are described to them. After the women make their decisions, they are shown both items and asked for comments. The weakness of this system is that most respondents say what they think the interviewer wants them to. Another procedure is to offer the premiums over a local station. The disadvantage of this testing method is that it tells the competition what's being planned. That enables them to scoop a premium with one of their own. Agencies also go through an ordeal of comparative shopping to check the advertised value of their premiums. The general tendency is to understate rather than exaggerate. The reason is obvious: if a purchaser feels she was fooled, the product loses her as a cus- tomer. So it's better for her to be surprised rather than disappointed. But even if the advertisers didn't fol- low that policy, the prices quoted would still be accurate. They have to be. Each network requires proof of retail value before permitting the pre- mium to be advertised. • * • VIEWER GRIPES [Continued from page 31) affected the attitude of the public. This is something even the best showmen and most experienced advertising ex- ecutives can't determine by intuition alone. The Berle gag about a besieged department store would never have rubbed people the wrong way if there hadn't been a Korea. And, as another example of how current events can 70 SPONSOR affect public reaction, take the Ke- fauver revelations. So many Italian-American names figured in the testimony, that Ameri- cans of Italian ancestry everywhere grew extraordinarily sensitive to the use of Italian-sounding names in mys- tery and crime shows. Always leery of stereotypes because of the reaction of minority groups, crime and mystery show producers have become doublv careful now. But not all the changes viewer mail have brought about involve news de- velopments. Many perennial taboos have been invoked as well. For ex- ample, when Faye Emerson first showed her snowy shoulders and well- rounded upper slopes in a plunging neckline gown, she touched off one of the biggest controversies since the Uempsey-Tunney fight. By the thou- sands viewers griped that it might be stylish to wear clothes like that to the Stork Club, but in the front parlor — No! As a result, Faye's necklines still plunge a bit, but TV executives now watch for "cleavage" on all shows as carefully as a Postal Inspector going through a copy of La Vie Parisienne. About two - thirds of complaints found in TV mail are from "unorgan- ized" viewers, like those who were burned up by Berle. But it's the re- maining one-third of the mail that sponsors have learned to dread, for this is the portion that's usually tagged "pressure group." This can be an ex- ceedingly powerful weapon, particular- ly if the complaining is being done by a well disciplined organization or an influential group. You can usually spot pressure at work in your TV audience mail by means of some fairly reliable guides. Detecting the difference is not always easy, although it's extremely valuable to know. So that you can avoid being stampeded into unnecessary changes in program format obviously you'll want to weight each pressure group letter as being far less significant individually than each spontaneous letter. Here are the telltale signs, accord- ing to ad men who are veterans at the business of interpreting audience mail. Anytime there's a deluge of mail, all arriving about the same day, from any one geographical location, there's probably an organization behind it. Whenever there's a rash of penny post- cards, (or telegrams), complaining in similar language about a particular thing, it's probably pressure group "...like selling refrigerators to Eskimos77 J. N. Blair & Company, Inc., of Sacramento, California, sponsors of the Fulton Lewis, Jr. program on KXOA, had this to say to the station: "We've heard about selling refrigerators to Eskimos, and now KXOA has done almost the same thing for us through Fulton Lewis. Jr. "As you know, we started with one spot a night. Eight weeks later we tripled our investment to buy three quarter-hours. Several personal friends didn't know we handled heating units until they heard the program. "The real pulling power of the show was tested when we advertised ice cream units in mid-winter — the near- est thing we know of to selling refrigerators to Eskimos. Fifteen minutes after the program we received eleven inquiries for further information! "Fulton Lewis, Jr. and KXOA have certainly done a job for us." The Fulton Lewis, Jr. program is "doing a job" for local advertisers on 372 stations. It offers a ready-made aud- ience at local time cost. Since there are more than 500 MBS stations, there may be an opening in your locality. Check your Mutual outlet — or the Co-operative Program Department. Mutual Broadcasting System, 1440 Broadway, NYC 18 (or Tribune Tower, Chicago 11). 13 AUGUST 1951 71 activity. Remember also that pressure group protests sometimes run in trends. When headlines are full of news about spy trials, committee hear- ings on un-American activities, and charges of foreign pressure in the State Department, there is generally a chain reaction set off in TV gripes. Letters about the Jean Muir case; protests about TV showings of Charlie Chaplin films; recent gripes about the employ- ment of talent listed in Red Clwnnels are good examples. At the same time, some pressure groups have long-standing beefs that they like to air via the mails. A drink- ing scene on a show will bring an im- mediate response, almost every time, from the WCTU. Any doubts — real or supposed — cast on the Christian faith will bring instant blasts from church groups. Any detailed crimes or horror effects in shows seen by children will bring down the wrath of educators and educational groups. Kroger found that its St. Louis customers were buying 145 cases of Lydia Grey facial tissues per week compared to a normal purchase of 43 cases per week, 45 days after the tissues were first advertised on ... THE HOUSEWIVES' PROTECTIVE LEAGUE Most sales-effective participating program . . . anywhere! A prime example of how a pressure group with a chip on its shoulder can threaten the future of a major TV show is the controversy still going on about Blatz's video version of Amos 'n' Andy. From the beginning, the Na- tional Association for the Advance- ment of Colored People has been term- ing the Negro characters on the show as "degrading." NAACP members have been burdening Uncle Sam's mailmen with their protests. Despite the bundle of similarly- worded missives originated by the pres- sure groups, Blatz executives and ad agency William H. Weintraub have been getting about seven compliments for every one scathing letter. The brew- ers are riding out the storm on the basis of highly laudatory reviews, dis- tributor comments, reassuring ratings (Nielsen 31.4; ARB 29.1), and the firm conviction that the show will fat- ten up Blatz sales in the long run. "There is a healthy, militant reaction on the part of broadcasters generally to the discriminatory attacks radio has withstood of late. There is incontrover- tible evidence that broadcasters every- where profess a positive and undimin- ished belief in the basic values of our medium." WILLIAM B. RYAN, President, Broadcast Advertising Bureau Who are the leading pressure groups? A sponsor checkup at TV networks, and among leading ad agencies and producers, has indicated the following organizations and their pet peeves: The Women's Christian Temperance Union (complaints about use of liq- uor) ; The National Association for the Advancement of Colored People (alleged slur on Negroes); the Cath- olic War Veterans (religious attacks, un-Americanism I ; the American Bar Association I slurs on lawyers, law en- forcers I; the National Congress of Parents & Teachers (lack of educa- tional TV shows) ; the Italian-Ameri- can Congress (alleged slurs on Ital- ians); the Southern Calif. Ass'n for Better Radio & TV (video upsets the kiddies); the American Association of I nivrrsit\ Women and the General federation of Women's Clubs (too many horror and mystery shows) ; the American Legion I un-Americanism, >l uts on veterans): the Anti-Defama- tion League I alleged slurs on Jews); the leftist Civil Rights Congress, and other "front'' groups I slurs against minorities, labor, Russia, Red China, etc.); and the Counterattack - Red Channels setup (claims that Reds are muscling into radio and TV). (NOTE: sponsor is not attempting to pass judgment on the above organ- izations. However, it's important for sponsors in evaluating audience mail to know who the pressure groups are, and what they stand for. — Ed. I Whether organized or unorganized, most letter writing by TV viewers is directed at specific programs, and usu- ally sent in care of the network on which the show is aired. Mail count totals for the four TV webs run around 30,000 gripe letters a day, and out- number radio complaints in a ratio that runs from 3-to-l all the way to 10-to-l. With TV networks pulling carloads of mail, network officials assigned to the handling and processing of mail have begun to build up an "expec- tancy" estimate on how the mail will run for specific show types, or in a typical batch. Complaints about decen- cy and morals in comedy and mystery shows seem to run strongest. Such complaints, largely unorganized, usu- ally take the form of criticisms of fe- male costumes, gag routines and ges- tures, and complaints about sexy dance numbers. Up to 50% of the total com- plaint mail at TV networks will be taken up with these gripes. Many ad- vertisers would do well to look over their program formats with an eye to cutting down possible sources of con- sumer irritation. "While you can't hope to please everyone,'' said an agen- IN DANVILLE, VA. BUY THE OLD ESTABLISHED ESTABLISHED 1930 HIGHLY RATED 92.8 AVERAGE WINTER !99t ABC STATION WBTM HOLLINGBERRY 72 SPONSOR cy man who supervises production of a variety program, "there's no point in antagonizing some of the people you want to sell. You've got to forget you're in New York and make like you're running a theatrical company on Main street." Other than gripes about decency, there are complaints, mostly organized, about alleged attacks on religious faiths and minority groups; com- plaints, again mostly organized, citing TV as being "low-brow" and unedu- cational; and unorganized "crackpot"' complaints about almost anything. Most of this mail, since it's ad- dressed to particular programs, is bun- dled up and sent along to the clients ad agency. There, it's sometimes gone over by trained readers, who sort the mailed-in gripes by category, and who also weight the value of the criticisms. But mostly, it's just sorted by subject. Extremely critical or interesting letters are usually passed along to the account men and clients, who take whatever action they may see fit. Some viewers occasionally write di- rectly to the networks, airing their gripes in a general sort of way. Such letters are usually read, answered, and then passed on to both the continuity acceptance departments as a possible future guide and to the program de- partments, for their information. These letters will vary all over the lot. One youngster, for instance, wrote recently that it was "horrible, terrible, awful, horrible, horrible and awful" that NBC had taken a show called NBC Comics off the air. A Pennsylvania viewer wrote to CBS recently that "all those old burlesque bumps and grinds are now on your television programs." A lawyer in Florida wrote, not long ago, that Groucho Marx was insulting the guests on his show, and was mak- ing "pornographic and shameless sug- gestions." A Washington housewife wrote to DuMont that she felt "televi- sion isn't giving women at home a real chance to improve their minds," and that "commercials are too long." And so on. Letter-writers in the television audi- ence are not content, by any means, to send letters merely to programs and broadcasters. Like a kid trying to get his big brother to beat up the neigh- borhood bully, viewers send a lot of their mail to the press. Fan magazines like TV Guide, Radio Television Mirror, TV Screen, and TV Show, as well as the leading radio-TV column- W R E N «c T 0 P E K A 5000 watts EPRESENTED BY WEED & CO. The heat is the only thing we're not beating this sum- mer. Our listener response is way up and sales are ex- cellent because KQV has lined up and sold a flock of out- standing special events shows. Ask Weed & Co. about KQV's "Summertime Success Story" and for availabilities. KQV Pittsburgh, Pa. MBS — 5,000 Watts— 1410 BMI CONCERT iWCSIC SERVICE With the approval and sup- port of many broadcasters in every section of the country, BMI is providing an addition- al service to its H«nsees— the CONCERT PINUP SHEET, supplement to the BMI Pop and Folk Tune Pin-Up. Here is a convenient monthly list- er of contemporary and standard classical recordings used by s.at.on^ who are now programming such concert music regularly and avail anXTo those who might profitably do so. Broadcasters are aware of «he wide "TVnTw1 B'MrCONCEf PIN-UP SHEET serves as a he P- Jul guide in present.ng such mus.c. service in mttstc. BROADCAST MUSIC, INC. 580 FIFTH AVE., NEW YORK 19 NEW YORK HOLLYWOOD 13 AUGUST 1951 73 Miss Alice Carle John F. Murray Adv. Agency New York City Dear Alice: That there Helen Trent shore is a popular program on WCHS! We alius knowed hit was a good un. but sumpthin had ter happen ter re- wind us thet hit has a pile uv lis- seners here in th' Charleston, West Virginny, area. T'other day a car hit a power pole near arr trans- mitter, and we win off th' air when Helen Trent wuz sup- posed ter be on. Swan ter good- ness, Alice, yud a tho't th' world wuz acomin ter th' end! Th' ,d u r n e d tele- phones nearly rang offen th' wall — an' not jest ter a few minutes, but fur inter th' evenin' ! They wuz still cttllin offen on as late as ten o'clock affussin 'bout it! WCHS reely has lisseners, Alice. Thet's a good pernt ter 'member! Yrs. Algv WCHS Charleston, W. Va. ists receive anywhere from 50 to 200 viewer complaints each week. High on any list of complaints at networks, programs and publications, as well as the FCC, are questions of decency, sex. immodesty and other moral principles that have a Freudian angle. It's well for a sponsor to know the latest psychiatric thinking on this sub- ject— a great many of these complaints are simply the result of overworked guilt complexes. They take many forms, these letters, and range all the way from obviously lunatic accusa- tions to letters indicating a high degree of intelligence. Let's look at an average letter in this category. This shocker, written by someone who signed it anonymously as "A Chicago TV Viewer," was sent to NBC. The complaint was about a guest spot, featuring Rex Harrison, that had appeared on a Frigidaire TV show. The letter: "An actor, or so-called actor who can undress and dress in front oj thousands of people, maybe millions, and stand in front of the cameras with the front of his pants open and zip up the zipper is something I don't even call a ham. A moron is closer. . ." Actually, there was little to complain about. The guest spot in question was an adaptation of Noel Coward s fa- mous one-acter, Red Peppers. In it. two vaudeville comics, one of them Rex Harrison, were having a back- stage argument while they made a quick change from sailor suits to full dress. The whole thing was as inno- cent as a Sunday School picnic in Keokuk. Now, what makes people like "A Chicago TV Viewer"' take such a vitri- olic and unnecessary slap at TV? Advertisers can find a good answer in a recent book by Dr. Albert Ellis, The Folklore of Sex. States the noted psychiatrist: *'Of the attitudes toward sex organs, de- sires and expressions, a distinct ma- jority (65'v ) were liberal." In other words, more than six out of 10 Ameri- cans have no objections to sex talk, etc. in private. However, when it comes to the ques- tion of control of or censorship of sex. these same Americans don't cam ovej this liberal viewpoint. Continues Dr. Ellis: "Of the attitudes toward sex control and censorship that were found, a distinct majorit) 172', I were conservalhc." About seven out of 10 Americans, in effect, feel that sex should be watched over in public media with a strict hand. Most people, therefore, have two different attitudes about sex at the same time. Result: a kind of mental tug of war that makes people complain loudly about reference to sex in pub- lic— meanwhile feeling no qualms about their private sex references or expressions. It is this mental pull that eventually results in king-sized guilt complexes about sex, among some Americans, and which prompts letters like that of "A Chicago TV Viewer." Thus it is that a sponsor should take letters written by individuals who take a needlessly bitter stand on sex ques- tions, with a grain of salt. He should not be alarmed at the amount of com- plaints he gets of this sort. Pressure groups and people who are off-balance mentally are decidedly more vocal in their protests and more free with their postage. And no matter how careful he is, a sponsor will always find him- self receiving TV mail from people promoting an idea or working off a psychological quirk. Looking for constructive criticism, genuine complaints and a guide to the effectiveness of his commercials in TV viewer gripes is admittedly no easier for a TV advertiser than panning dia- monds out of a ton of blue clay. But. it can be done. No sponsor is doing right by himself, or his show, if he tosses all the complaint letters into the ashcan and just saves the nice ones to show his friends. He is cheating him- self of some valuable research source material, which comes to him at no charge, and which should be answered 100% for good public relations, if only by a form letter. It takes time and money, certainly. It takes a well trained staff of readers, either at an ad agency or an outside mail organization, to sift through the pile and make recommendations. But the results will tell a sponsor things about his show: that would be difficult WENE BINGHAMTON, N.Y. MARKET NOW 5000 ^ WATTS CALL RADIO REPRESENTATIVES, INC. 74 SPONSOR to acquire any other way. For instance, U. S. Tobacco had a recent "integrated" TV commercial on its Martin Kane series that had passed the eagle eyes of agency and network checkers. A youngster was supposed to come into the tobacco shop that's always used for the program's com- i mercials and buy a pound of Model tobacco as a Father's Day present. All very charming. But, it was a complaint from a New York viewer which reminded the advertiser that it was against the law in many localities to sell tobacco to kids — even if it's clearly intended for use by an adult. Now, only adults buy tobacco on Mar- tin Kane. Viewer gripes have seen to that. • • • FILM COMMERCIALS (Continued from page 35) ers, and should not follow "radio" technique in telling their story only through words and sound. If anything, they have much in common with the writers of a good comic strip, and have to keep a constant, tight balance of words and picture value in their TV selling, as well as a strong feeling of continuity. "TV film writers," says Forest, "can learn a lot from good movie trailers. Reducing a concept like Gone With the Wind from a four-hour film to 90 seconds of trailer 'sell" is a good example." 2. Production — As much as possi- ble, writers should try to keep the num- ber of locales and characters down to a minimum. He should not work with the threat of a budget hanging over him, but he should be economical. He should avoid the extremes of too many words, or all-visual sell and over-pro- duction. Writers should also remem- ber to plan in terms of a series of com- BEAUMONT & IHMI >l \\ INCORPORATED takes pleasure in announcing its selection as the advertising agency for Radio Station WOW, Inc. including both WOW and WOW-TV Effective Aug. 1, 1951 Omaha office: J. B. MAYO 638 Insurance Building Manager mercial films, instead of just one, so that all the possibilities of a setting can be exploited and so reduce the cost. "With new scripts, and some changes in wallpaper, camera angles and set de- tails, we managed to get five different commercials done on one set recently for Duff's Gingerbread Mix. Another time, we got six commercials out of one setting of a 'pub' for Guinness Stout. This reduces costs tremendously over the whole series," Forest told SPONSOR. Here are some more Forest-isms of general film wisdom for writers: "Writers should not try to 'compete' with programs as regards the fanciness of production. Some clients spend $50,000 per week on live production and talent in a TV show, and no com- mercial film writer has a comparative budget to spend for his commercial. Keep it straight and simple, and don't worry about how glossy the program is. "Good writers are not afraid to learn all they can about film techniques. Vis- it film studios in action, watch other TV commercials on the air. But, don't fall in love with technique. Remember that knowledge of specific film effects is a tool that should be used to inter- pret an idea. It isn't an idea in itself." "Agencies should not try to save money by cutting corners in hiring or assigning writers to TV commercials. When this is tried, it usually winds up as lost money in terms of the time taken to re-do. or re-write the job." II How art director saves you money (Lecturing: Mr. Paul Petroff) The Art Director of a TV film com- pany generally supervises the appear- ance, color, and style of everything that goes in front of the movie cameras, from the labels on a box of soap flakes to the color values of the wallpaper. He is probably the most ubiquitous man — certainly one of the busiest — on any production team. He will sit in on the drawing-up of a film bid to an agency. He has to design sets so that they do not overpower the product or the action. He will consult with the film's director on color values of props, costumes, sets, and products before filming actually starts, and while it is in progress. His general area of responsibility starts when the scripts come in from the TV writer, and the "storyboards" ( a series of a dozen or so small rou»h Nat D. Williams One of WDIA's many famous personalities LUCKY STRIKE joins the Swing to WDIA in Memphis WDIA completely dominates in selling the 44°o Negro segment of Memphis' 394,000 population — economically reaches and sells a total of 489,000 Negroes in WDIA BUB counties. The 5 other Memphis stations split up the white audience. LUCKY STRIKE now uses WDIA as do such other QUALITY advertisers as Lipton Tea. Ipana. Super Suds. Purex. Sealtest. Arrld. Sure-Jell and Frostee. The Hooper below shows why WDIA is a GREAT BUY. Write for full details. City HOOPER RADIO Memphis, Tenn. AUDIENCE Months: INDEX May-Jum I9il Time Sets WDI A B C D E F G M-F 8AM-6PM 13.7 24.6 23.6 17.3 12.6 12.4 5.3 2.9 MEMPHIS WDIA TENN- John E. Pearson Co., Representative SEPARATE BUT EQUAL WERD Proves A Moot Southern Point in Atlanta . . . '•'"'Separate but equal , — that famous phrase heard but seldom seen, came true, Hooper-wise for WERD in May, 8:00 AM to 12 Noon- Monday through Friday. WERD'S Hooper Audience share equals the best station in Atlanta today. Here are the Hoopered facts: WERD — 23.2 Station A — 23.2 Station B — 19.7 Station C — 10.6 Other AM and FM — 23.2 WERD is the most economical radio buy in Atlanta. C60 on every Atlanta dial covers the area shown below 1000 watts 13 AUGUST 1951 75 sketches illustrating, in comic-strip stvle, the highpoints of the TV com- mercial) come to the producer from the agency's regular art department. Mainly, the Art Director is con- cerned with sets, and all the inanimate things that will go on them — furniture, rugs, lights, decoration, props, etc. Since the Art Director is usually work- ing with an agencyman who is not versed in the finer points of film-mak- ing, some real problems regarding sets can arise. Agencies, it seems, don't plan their storyboard action and scripts well enough in advance when it comes to the balance of action-vs.-sets. "About nine out of ten scripts we get," said Petroff, "call for something like this. One or two lines will be spoken quick- ly against a vast background like Grand Central Station. Then, we'll have a series of several lines played in front of a set that is merely a blank wall. There is no attempt, in most . in Rochester it's WVET • WVET has more local accounts than any other Rochester station. (Many sponsors spend ALL their advertising budget with WVET!) • WVET has more programs that will win and hold Summertime listeners ... at or away from home! • WVET offers YOUR clients BET- TER results per dollar invested. 5000 WATTS CM^J .U A u IN ROCHESTER. N. Y Represented Nationally fay THE BOLUNG COMPANY scripts and storyboards, to balance the action against the settings, particular- ly if there are several changes of scene. We have all seen lots of sets on Broad- way and on the screen which are so overpowering we wonder why the ac- tors went to the trouble to speak the lines. This is not what we want." "One client called recently for a shot showing two actors talking in the pas- sageway underneath Yankee Stadium," Petroff told sponsor. "It would have involved an expensive location shot, with many lighting and sound prob- lems. And. in any case, the back- ground was just incidental to the dia- logue. We managed to talk this client out of it, and fixed up a plain wall and a pillar in the studio, along with some Yankee Stadium signs. We faked crowd noises in the background with sound effects. The results were just as good . . . and a lot less expensive." Art Directors, of course, can't be as knowledgeable about all of the details of a client's selling know-how as the client's own agency. But, years of ex- perience can help agencies save time and money. "Suppose," stated Petroff. "the agen- cy calls for a short sequence where you see an actor sitting on a chair in a fancy living room. You don't have to spend, let's say, $200 for this chair — it's almost completely covered up by the actor sitting in it. An ordinary chair, which can be rented for $10 or $15 will do as well. If we always exe- cute what the script writer wants in the way of settings, it would run to several thousand dollars a script, if not more. Compromises must be made." The Art Director's value is not mea- sured only in terms of the dollars he can save an inexperienced agencyman. He is an expert on color "values" in terms of how they will look later in black-and-white photography, and still later on a TV screen. He knows, for instance, how most any color that might he in a label will look in terms of the "gray scale" (nine grays, from dark to light, plus black arid white) of regular television. In this, the eye is no guide. "Often, we have to do product labels and package designs in black-and-white art to get the correct gray scale for a TV film, then wrap them around balsa wood bases." Petroff admitted. "At the same time, we will eliminate much of the 'business' and fine print on labels, hi simplifx them. Some agencies can't understand why this is necessary, and sometimes a client will balk at re-do- ing a famous label. The end result we are trying to achieve is simplicity and a strong recognition for the product." "We achieve additional recognition by the use of trick lighting and focus," Petroff added. "For instance, we may have a streak of sunlight falling from a window on a box of Kellogg's Corn Flakes, to make them stand out from the rest of a breakfast table. Or, we may put a bottle of Chanel No. 5 on a dresser, open the lens up wide, focus on the perfume — and the other jars and creams will be slightly out of fo- cus, highlighting the product we are selling." Individual values must not only be checked carefully, but the product must • ••••••• "In my experience, the essence of ad- vertising can be summed up in nine words: 'Say it simply. Say it often. Make it burn'." THOMAS D'ARCY BROPHY, Chairman. Kenyon & Eckhardt. Inc., /V. Y. • ••••••• be balanced for color values (in terms of black and white and grays) with its surroundings. "To give you a bad ex- ample of color value in a TV film set- up," said Petroff, "we once had to put on — at an agency's orders — a setup in which some jewelry was put against dark red velvet. The contrast to the eye was very fine; it looked beautiful, in fact. But. if we had shot it, the red would have photographed completely black, which is bad for TV. The jewel- ry would have turned completely white. A camera could not have exposed prop- erly for either. The correct thing would have been to keep both on a very 'high key,' in other words to use a closely related background like light gray." Agencies should always make a point of discussing fully with the film com- pany's Art Director the points they are trying to get across, and the ideas be- iKLIXl In one of the west's RICHEST MARKETS Idaho's Fabulous Magic Valley Ask Hollingbery ABC at Twin Falls, Idaho Frank C. Mclntyre V. P. and Gen. Mgr. 1G SPONSOR hind their scenes, PetrofT says. This way, much time and money can be saved, and the settings, lightings and effects will be right. Said Petroff: "You have to have an idea that will sell. Let's say you have this, plus a good script and storyboard. It's to be done in good taste, and some- body has to start the ball going. You know what is wanted. The Art Direc- tor steps in at that point." Ill Animation: from Mickey Mouse to TV sales tool (Lecturing: Mr. Jack Zander) Animation has played a specialized and important role in motion pictures since the early experimentation days of 1909. With the coming of sound in 1928, Walt Disney's Steamboat Willie showed the tremendous potentials of animation. Today, TV is using more and more of the output of the indus- try's animators to sell products. From the standpoint of client and agency, animation can offer much in the building of successful TV film com- mercials. However, animation — be- cause of its laborious processes — can be very expensive, and no agency should rush into it without thinking twice. Don't put animation films, how- ever, in the same luxury category as silk shirts and caviar. Often, anima- tion can do a job of selling that is eas- ily worth the extra price. According to Transfilm's Jack Zander, animation "can be the ideal way to illustrate the TV version of a well-known radio jin- gle, like those of Pepsi-Cola, Chiclets. White Tower, Piel's Beer, and other TV advertisers. Animation can make well-known product labels, like the three-ring Ballantine Beer symbol, come to life and add punch to the sales pitch. "Animation can help the TV viewer get inside an automobile carburetor, in a cut-away drawing, or any compli- cated piece of machinery to see and hear the selling points of why it works so well. Since it is limited only by man's imagination, animation has practically no limits as compared to regular 'live' motion pictures. It can portray the abstract, the humorous, and the 'nuts-and-bolts' ideas in TV selling when it's used properly." Cautioned Zander: "Bear in mind that the only time animation is reallv called for is when vou have broad ac- NORTH CAROLINA IS THE SOUTH'S No. 1 STATE AND NORTH CAROLINA'S North Carolina Rates More Firsts In Sales Management Survey Than Any Other Southern State. Noll) SALESMAN NBC WPTF II WW • ALSO WPTF-FM • More North Carolinians Listen to WPTF Than to Any Other Station 50,000 WATTS 680 kc. AFFILIATE for RALEIGH, DURHAM and Eastern North Carolina NATIONAL REPRESENTATIVE FREE & PETERS, Inc. in total share of Washington audience RhymalineTime.featuring emcee David Andrews, pianist Harry Jepks and KMBC-KFRMs cele- brated Tune Chasers, is one of the Heart of America's favorite Ask your Blair man for the whole story •Pulse May-June, 1951 morning broadcasts. Heard each weekday morning from 7:30 to 8:15, Rhymaline Time is a musi- cal-comedy program that pulls more mail than any other current "Team" feature. Satisfied sponsors have includ- ed, among others, Katz Drug Company, Land-Sharp Motors, Jones Store, and Continental Pharmaceutical Corp. Contact us, or any Free & Peters "Colonel" for availabilities! KMBC of Kansas City KFR for Rural Kansas 13 AUGUST 1951 77 tion, or hroadly-designed characters that are applicable to the technique of animation. Don't ask us to make ani- mation look like human beings, be- cause we cant. Any time you have to imitate life, you'd better do it in live action." Dialogue, situations, and ideas gen- erally do not grow out of the process of animation. Instead, animation in TV commercials, agencies should re- member at all times, is the illustration of a sound track. Although a few of the larger agen- cies have animators or former anima- tors working with their TV staffs, this is rare. Generally, an agency dealing with an animator does so through the film producer hired to do the commer- cials. Animators are specialists, many of them having grown up with the in- dustry. The) hate nothing more than to be given "rough" storyboards from an ad agency, and then to be asked to come up with ideas as they go along. A complete understanding between agency and producer in the storyboard stage, Transfilm feels, is advisable in the protection of the client's interest. When an agency starts thinking about animation, it should also start plan- ning its storyboards so that every ac- tion and every line spoken is clearly worked out. "Too many times." Zander pointed out. "we get storyboards for 30-second announcements that are so overloaded with ideas, actions and selling points that they could run for 30 minutes. Too many times we get storyboards that are overloaded with action and only one or two words here and there." "In about three out of ten cases," Zander told sponsor, "we are asked by agencies to do the job ourselves on storyboards and scripts. Of course, it costs extra, but it's often worth it. In cases like these, agencies are getting the work of experts who know a spe- cialized field." Zander cited the case of one client, Gretz Beer, who came to Transfilm with an animation problem. Gretz had been using a successful radio jingle about the "natural aging" process used in its beer-making. Transfilm tried its best to work out a good storyboard idea based on this radio jingle, but it just didn't come off. Finally, Gretz told Transfilm to go ahead from "When a public relations adviser tells me to cut advertising costs, I tell him to go back and study his figures. The kind of public relations programs a sales executive needs are not the kind that try to set themselves up as a sub- stitute for advertising. There is no sub- stitute for direct advertising." MAX HESS, JR. President, Hess Brothers, Allentown, Pa. scratch and work out a jingle, plus the animation to go with it, for a TV film commercial. Transfilm had a new jingle written, especially for TV, and recorded by a quartette. To get across the point of old-fashioned, unhurried aging, an 1890-type cyclist was shown wheeling along as the quartette sang. The re- sult was a snappy little beer commer- cial that was just exactly what Gretz had wanted, but had not quite known how to ask for. (Moral: Don't be afraid to consult a film producer for a basic analysis of your animation problems.) Not the biggest station, but the BIG BUY in eost per thousand homes reached in KnoxvihVs "gold- en circle" . . . the industrial metropolitan area of 335,000 people. Cover this compact market with WBIK AM and KM, both for the price of one. The Boiling Company According to Zander's figures, it might take between 500 and 700 man- hours to make a fully-animated TV film commercial that would run only 40 seconds or so. It is an incredibly complex and time-consuming method of making motion pictures. The six progressive steps through which the production of an animated film must go cannot be altered or shortened any more than you can hurry the cooking of a good French souffle. TV animation is done with strong designs, bold lines, and is simple and clear. This has evolved, in the last few years, as the best method of ap- plying animation to television. Charac- ters are kept to a minimum, and back- grounds are simple, so as not to con- fuse or clutter the viewer when he's watching the results on his video set. The Disney technique is just the op- posite. Since the creator of Mickey Mouse and Donald Duck has color to play around with, the backgrounds are large, crowded and "busy." There is often a whole screen full of little ani- mals running around quickly that would just be a blur on a TV set. The lines are delicate, instead of bold, and the results are "mushy" by compari- son. It looks swell on a big theater screen, but it looks terrible on televi- sion. Disney, and the other Hollywood an- imators, have more money to play around with on things like "lip syn- chronization." This is the business of matching the mouthings of animated characters, such as the dwarfs in Snon White, with recorded dialogue. The process is exactly the same as the reg- ular steps of animation, but more de- tailed, laborious . . . and expensive. In any event, ad agencies will do well to remember that the film anima- tor in television is a genuine special- ist. His advice and counsel should be treated as coming from a specialist. However, animators are perfectly will- ing to listen to an agencyman when it comes to a matter of basic advertising approach. Striking and effective ani- mated TV film commercials are the re- sult of close cooperation on both sides. • • • IDAHO'S MOST POWERFUL 10,000 WATTS K G E m BOISE, 185,000 CUSTOMERS 78 SPONSOR 510 MADISON (Continued from page 8) You and your staff are to be com- mended on a splendid piece of work. It deserves a spot in everyone's ref- erence library. One small suggestion: You might have added point No. 25 to the "Spon- sor Check List" on how to use broad- cast advertising — the intelligent use of thorough audience research. Every sponsor who values his advertising dol- lar must watch like a hawk the cover- age and popularity of his shows, the size and dimensions of his audience, the week-to-week trends, the home characteristics, and the performance of competitors and opposition. Without audience measurement, the sponsor is paddling a canoe in a thick fog. Murry Harris Director of Public Relations A. C. Nielsen Company Neiv York GEM BLADE VOLUME Possibly as a matter of no moment to you, but we can scarcely let your article "How a gay blade sharpens razor sales" go unchallenged. According to our latest figures, and we have every reason to believe they are accurate, Gem does about 11% of the razor blade dollar volume. A. Craig Smith Vice President Gillette Safety Razor Co. Boston • SPONSOR (7 May 1931) slated that all American Safety Razor Corporation products (in- cluding Gem, Silver Star, Blue Star and Treet) accounted for 30% of blade sales; Gillette for 45%. Gem was not broken down individually. WABB'S CAMPAIGN SUCCESS The story in "Roundup" (SPONSOR 7 May; p. 42) on WABB's Cookbook promotion is fine. However, we would like to clarify two points: 1. WABB is not acting as a distrib- utor for the Consolidated Book Pub- lishers in the usual sense. The cam- paign is not that of the publishers, but strictly WABB's. All costs, the "sell- ing" air copy and promotional "an- gles" are WABB's. While it is true, HEADACHE? u»v film spot problems to TELEFILM Inc. Hollywood (28) Calif, since 1 938 from the publishers' standpoint, that the objective is the sale of the cook- books, WABB signed to stage the pro- motion to demonstrate its ability to sell food and allied items. Hooper, Con- Ian, et al, notwithstanding, we believe sales mean more to an advertiser than high sounding phrases and exaggerated claims that are next to impossible to prove. With 15 weeks and 160,000 sales (by actual count) behind us, we believe that we have made our point. 2. According to the publishers, this is the first such promotion by a radio station in the country. For many years the cookbooks have been a newspaper promotion package. For this reason, it was necessary for WABB to sell the publishers on the idea that a radio station could also use it as a sales tool. The success of the promotion in Mo- bile, which has amazed the publishers, has done two things: ( 1 ) Demonstrated that radio is, more than ever before, a very potent factor in selling. ( 2 ) Opened up an entirely new field for the publishers. For the advertiser, the success of the WABB cookbook promotion under- scores the importance of considering more than a listener's survey when or- dering a program or a spot schedule. WABB has always contended that it was tops in the Mobile market in food sales because we knew our listeners . . . we knew our market. Now we have the $ale$ figures to prove it ! ! ! Phil Forrest Promotion Manager WABB Mobile, Ala. MR. SPONSOR ASKS {Continued from page 49) product. The pure entertainment qual- ities of a commercial can be so over- emphasized that the selling message is lost. The most effective commercials appear to be those in which the sales appeal is well integrated with the en- tertainment. Tests have been made in which it was found that consumers re- membered best the parts of a commer- cial in which there was no selling mes- sage, yet these pitches were well liked. We have had success with top rank- ing commercials in audience "liking," commercials that have sold the spon- sor's product. The recent Hofstra Study conducted for NBC, and other studies, show that, on the average, the best selling commercials are also the best liked. Those that irritate are, on the average, the commercials that do a poor job of selling. There have been, however, irritating or boring commer- cials that have done well in selling a product, though I know of very few. The NBC study showed that the well-liked television commercials pro- duced twice the sales results of the dis- liked commercials. It is interesting to note that the commercials that were neither liked nor disliked, the neutral ones, proved less productive than the irritating commercials. All available evidence tends to prove, that while a commercial may rate low in listener or viewer liking and still prove a success in producing sales, this is the rare exception. While there are exceptions, it is safe to say that a com- mercial that people like is likely to do a better selling job than one which ir- ritates or bores. Richard G. Werner Research Department Manager Kudner Agency New York LANGW0R1H SELL SOW1- IANG-WORTH FEATURE PROGRAMS, Inc. 113 W. 57th ST.. NEW YORK 19. N. Y. Network Calibre Programs at Cecal Station Cost 13 AUGUST 1951 79 SPONSOR SPEAKS_ BAB, Inc.'s first 3 months The super BAB, fortified by $1,000,- 000 and doing a big job of educating advertisers on the merits of radio ad- vertising, hasn't yet materialized. Its progress since its inception early this year has been held back by the very problems that have held back radio. But, quietly and painstakingly in the face of odds, President William B. Ryan has been orienting himself and his skeleton organization, and mold- ing a plan of action that should be taking shape by early fall. Because the need for a central radio-promoting association is great, because the foun- dation for the super BAB is not being built on sand, because the radio in- dustry is swinging toward solid selling and promotion, sponsor predicts that Bill Ryan's BAB will, one year from now, be some pumpkins in the media world. We asked Bill Ryan for a rundown on what the BAB has done and how it's doing since it came into existence on 1 April 1951. Even during this planning period the score is respect- able. Right now the membership stands at about 900, with a heavy member- ship drive in the offing this fall. Fi- nancially, BAB will be in better shape when an agreement has been reached with the networks and station repre- sentatives on an adequate scale of dues. Eleven promotions were completed during BAB's first three months. These ranged from sales kits for sta- tion salesmen to a contest on retail radio advertising. Over $1,000 in sales aids were ordered by advertisers, agencies, and stations from BAB in two months. Right now Bill Ryan is seeking to strengthen his staff along promotional and contact lines. He's burning mid- night oil on a radio presentation which will be unfolded in preliminary form at the NARTB District Meetings late this summer. He's working on basic research, on a complete radio library, on documented success stories. We get the idea that BAB is grow- ing along well-defined lines. It's an encouraging report. Not all "censorship" is bad If there was ever any doubt in your mind that American radio and televi- sion are subject to the severest kind of scrutiny, you can dispel it right now. (See "Viewer gripes," page 30.) To be sure, it isn't the kind of arbitrary censorship that functions with such deadly consequences behind the iron curtain. No heads roll because some- body slipped, though it's quite likely that a resignation or two may be an- nounced. For this "censor's" tastes, whims and fancies are respected like no dictator's ever were. It's his watch- ful eye and sensitive ear that cause many a tremble in advertising and broadcasting row. Oddly enough, he's no stifler of freedom. Quite the con- trary, his presence on the job is our best assurance of a continuing free radio and television. The "censor' we're talking about is the mighty John Q. Public. Advertisers want results The time is fast approaching when the advertiser's first concern about ra- dio is going to be results rather than ratings. For it has been apparent for a long time now that radio ratings do not always reflect the true values of air advertising. Echoing the views of a growing number of broadcasters, Carl George, vice president and general manager of WGAR, Cleveland, says in a letter to SPONSOR: "I think radio is going to have to sell on the basis of success stories." What better reason does the adver- tiser need to use a station or network than that it can show him case histories of dollars-and-cents results? No broad- caster can come up with more effective sales ammunition. No advertiser can afford to ignore that brand of statis- tics. Applause Building Radio/TV Audience in Houston In San Antonio, independent radio station KITE believes that television is quite a medium for — you'll never guess — radio station listener promo- tion. To prove its conviction the 1,000- watt local daytime outlet, mastermind- ed by owner Charles Balthrope, bought a regular weekly schedule of 20-second and one-minute announcements on local TV stations WOAI-TV and KEYL. Showing its displeasure with the overabundance of testimonials used in promoting the sale of products over both radio and television, KITE's copy burlesques the current crop of claims. Typical are the TV close-ups of doc- tors and tobacco planters denying they have ever recommended KITE for any- thing. "Yes, it's true," confess the station's spots, "less doctors recommended KITE than any other radio station. But most of their patients in San An- tonio find that KITE's good music all day long is very soothing to their nerves. Tune to KITE tomorrow morning." Both TV stations accepted the copy with the understanding that it plug daytime operation only, when tele- vision is not competing for the broad- cast audience. WOAI-TV in turn, had its own ideas on how to stimulate nighttime television. "What's sauce for the goose is sauce for the gander," reasoned WOAI-TV President Hugh Halff, as he bought the KITE signoff spot (at sunset) to plug evening TV shows. The results each medium obtains from the other should prove highly illuminating. Their cooperation, and recognition that the public is entitled to both, is refreshingly significant. 30 SPONSOR 4 OWIIH It mi COVERAGE COMPARE THE COST WNAX n FARM PAPERS WNAX (coverage) WNAX weekly audience, as measured by BMB Study #2: 405,210 families— with 80%, listening 3-7 times each week Farm Paper A B C D.~. " E.. F.._ " G 'Circulation for the FARM PAPERS (circulation) publisher's figures leading farm publications states served by WNAX. I 227 224 218 181 148, 93 65 the 877 968 156 070 420 460 180 five COST PER THOUSAND: WNAX One class "D" half-hour on WNAX carries a one-time rate of $84.00. WNAX reaches 405,210 families for $84.00 ... OR A COST-PER-THOUSAND OF ONLY $0,207 FARM PUBLICATIONS The combined black and white page cost to reach 405,000 Big Aggie Land families with these 7 leading farm publications would be $1952.10 OR A COST-PER-THOUSAND OF $4.82 When you consider the coverage and compare the cost, it's easy to see you just cant beat WNAX in Big Aggie Land. So, when you buy to sell in the world's richest agricultural area ... get the BEST BUY— WNAX! See your nearest Katz man today THE MIDWEST ADDRESS OF CHS / N /» <2**' HO QUAV m Commands worces Central New England m \mmi More Audience Than All Other Worcester Stations Combined IT OCT. 1950- FEB. 1951 MAR. APR -,951 BfSS Report No. 2 Higher Average Ratings Than All Other Worcester Stations Combined ore Than Twice The Radio Home Coverage in Central New England o Any Other Worcester Station WTAG is the only station with Worcester Hooper, Pulse and BMB available for your use. fr?AC WORCESTER. *uG"3te BAS,C CBS * 58° KC $Ui 2(vffYWi ^&c oM idustrial Capital of New England AUGUST 1951 • 50c Per Copy $8.00 a Year RECEIVED How R & H beer promoted its show on a hot day — see p. 4 Special section: Canadian radio— p. 37-72 S P J 0-4 n I OUSlce: A. C. Nielsen Chicago Station Area Report — April, 1951. Last full report prior to time change. ill 890 KILOCYCLES • 50,000 WATTS • ABC AFFILIATE • REPRESENTED BY NX, JOHN BLAIR I CO. Industry hails cooperative campaign by Detroit, Tulsa stations That campaign by Detroit and Tulsa stations to sell radio cooperative- ly and make listeners more radio conscious got enthusiastic response up and down Madison Avenue. It's probably first large-scale venture of its kind and in keeping with industry's present strategy — 1£ unite behind radio as medium while continuing to sell competitively. "Bane of radio's existence," one veteran time salesman told SPONSOR, "has been the tendency of one radio station in a town to sell the other station down the river. That creates suspicion about all radio." First big push for denicotinized cigarettes Truman launches coast-to-coast TV 4 September Why Sarnoff is confident Canadian radio's sales reticence -SR- U.S. Tobacco's "Martin Kane" (on NBC, AM and TV) will devote 25% of its commercial time to Sano, denicotinized cigarette which firm recent- ly acquired through purchase of Fleming-Hall Tobacco. Sano thus be- comes first brand of its type to get large scale national promotion via radio-TV. Station lineup for TV "Martin Kane" assures wide audi- ence. Show (10:00 p.m. Thurs. ) has 61 stations — 38 live. Near-rec- ord skein was cleared by Kudner and U.S. Tobacco execs largely through personal trips to stations. -SR- Coast-to-coast TV hookup moved up to 4 September to coincide with open- ing of Japanese Peace Conference in San Francisco. The President's talk at 10:30 that evening (EDT) will officially launch both historic events. Thus another milestone in communications will have been reached, symbolically, to aid the cause of peace. -SR- RCA board chairman David Sarnoff promises field tests of RCA color will resume 10 September. Sarnoff radiates confidence, stresses that he would like to see RCA and CBS color given opportunity to compete commercially. Technological might of RCA lies behind Sarnof f ' s op- timism. Example: 10" RCA picture tubes cost $125 wholesale in 1946; now 17" wholesales for $18. Color tubes, now being produced at same RCA plant (Lancaster, Pa. ) where black and white cost-saving was ac- complished, are on pilot production line basis. But CBS will have 6 months' head start in promotion before RCT requests new FCC hearing. -SR- In assembling its 36-page section on Canadian radio for this issue (starts page 37), SPONSOR uncovered surprising paradox about air in- dustry cross-the-border. Though Canadian radio has stronger sales story than any other Canadian medium, its spokesmen are remarkably reticent in pushing for sales, with result that many American adver- tisers have been late in discovering Canadian radio. British influ- ence, competition of government radio account for it. SPONSOR, Volume 5. No. 18. 27 August 1951. Published biweekly by SPONSOR Publications. Inc.. at 3110 Elm Ave., Baltimore, Md. Executive, Editorial, Circulation Office- 510 Madison Ave., New York 22. $8 a year in TJ. S. $9 elsewhere. Entered as second class matter 29 January 1949 at Baltimore. .Md. postofflce under Act 3 March 1879. REPORT TO SPONSORS for 27 August 1951 Canada TV stations won't be on air till 1952 How TV compares with radio in homes per $ Psychological guidance for audience promoters ABC's net income up 262% PSrC now has 22 quarter hours in daytime TV D.J.'s gaining strength on TV Government-operated TV stations in Montreal and Toronto will be first on air — probably not until 1952. After that, growth of TV in Canada will proceed at far slower pace than in U.S. Government's chip-on- the-shoulder attitude toward commercial operation will be large factor in making broadcasters hesitate before investing big sums in TV. -SR- Radio cost-per-home is lower for all types, according to figures com- piled by Biow Company on basis of Nielsen ratings for March-April 1951 and agency's own estimates of program costs. Mystery drama scores highest homes-per-dollar average, 194 for AM, 149 for TV. Quiz give- away is second in radio, with 168 homes; third in TV with 141. Situa- tion comedy, third in radio with 162 homes, is second in TV with 144. -SR- With psychological "depth" research now being used by dozens of na- tional advertisers, one astute ad manager told SPONSOR radio and TV could use some of the same medicine. He cited findings of recent So- cial Research, Inc. study which showed that many televiewers are ashamed of their taste in TV entertainment. "That's a tip-off," he said, "that audience-promotion men would do well to try and build up the public's respect for the fare on radio and television. Too often, programing becomes the butt of 'sophisticated' jokes which tend to make people feel guilty about enjoying shows which actually suit their own tastes. " -SR- Net income of ABC during first six months 1951 is up 262%. Total rose from $180,000 last year to $472,000. Upturn in TV business and big sales by radio network like recent Instant Maxwell House Coffee buy of "When a Girl Marries" are responsible. -SR- From sponsorship of 5 quarter hours of daytime TV in December 1950, P & G total for this fall has risen to 22. In new presentation on daytime TV, CBS points out P & G expansion is just part of rapidly growing trend. High points of presentation include: (1) From March 1950 to March 1951 average percent of TV sets tuned in between 1 and 5 p.m. (Monday-Friday) almost doubled, went from 8.3% to 15.6%. (2) Number of sets tuned in jumped at much faster rate, went from 381,200 average to 1,832,800. -SR- Radio's popular d.j. formula looks more and more like sure bet to be- come fixture in TV. Paul Dixon, for example, WCPO-TV, Cincinnati, d.j. went network on ABC recently, has apparently scored with critics. And Screen Gems, Inc. has made it easy for stations to translate AM records-and-music format into visual terms by producing series of mu- sical movie shorts designed to accompany playing of current hits and standards. Shorts show dancers performing in suitable rhythm for rec- ord viewer hears at same time. SPONSOR f "Hit** "*eo! "To what radio station does your family listen most?" As part of an independent survey made by students at North Dakota Agricultural College, this question was asked of 3,969 farm families in 22 pros- perous counties within 90 miles of Fargo. 74.6% of the families named WDAY: 4.4% said Station "B", 2.3% Station "C", 2.1% Station "D", and so on. WDAY was a 17-to-l choice over the next station . . . a ^Ifa-to-l favorite over all other stations combined! In Fargo's home county, WDAY was the first choice of 87.2% of the families, as against 5.8% for Station "B". In its home county, WDAY was a whopping 15-to-l choice over the next station . . . a 6y2-to-l favorite over all other stations combined! BMB figures, Hoopers and mail-order returns all tell the same amazing story on WDAY and the rich Red River Valley. Get all the facts. Write us direct, or ask Free & Peters ! f% WDAY • NBC • 97° KILOCYCLES • 5000 WATTS 4«jkuP FREE & PETERS, Inc., Exclusive National Representatives fll\ VU/li DIGEST FOR 27 AUGUST 1951 VOLUME 5 NUMBER 18 ARTICLES Why have many sponsors switched agencies? SPONSOR reports reasons for the climbing "divorce rate" between spon- sors and ad agencies. Chief cause: TV and radio campaign failures Hon- spot radio licked J%edicks sales slump Orange-drink-and-hot-dog chain spends a quarter of a million dollars an- nually, mainly on morning men, to promote its 90 eateries 23 26 Sponsors profit with hid premiums Just put excitement value into your air premium offers to the youngsters nn (35,000,000 in America, six to 19) and chances are you'll hit the jackpot CANADIAN RADIO SECTION Canada: the market C'anada: radio facts and figures Cunatla: tips to advertisers Canutla: successful air advertisers 37-72 38 40 48 52 COMING How Reynolds Metals Company makes friends Reynolds, No. 2 aluminum maker, matches industrial expansion with public ■« ^ . relations campaign via spot radio in its own backyard ™ Film commercial pointers: Part II SPONSOR'S second report on Transfilm seminar series will cover Film Direction, Production, and Cost Control Be careful on the air: Part I Here is the nostalgic story, whimsical and human, of the development of broadcast censorship, and its lessons for today's AM-TV advertisers Furniture stores on the air Sponsor is currently researching how and to what extent the furniture industry makes use of radio/TV to sell its wares JO Sept. 10 Sept. DEPARTMENTS MEN, MONEY & MOTIVES 510 MADISON NEW AND RENEW MR. SPONSOR: BRIAN ROOTES P. S. TV COMMERCIALS ROUNDUP RADIO RESULTS MR. SPONSOR ASKS SPONSOR SPEAKS 6 10 13 18 20 30 32 54 56 92 k.N. COVER: On a hot day in New York City, R & H Beer pulled off the show promotion gimmick of the year when messengers arrived at newspaper and magazine offices all over town bearing iced cans and bottles of R & H. Brainstormed by the promotion department of WCBS-TV, New York, the free beer scheme called attention to R & H's "Battle of the Boroughs" on WCBS-TV. Not everyone got his beer served by a "cool" model, however. Editor & President: Norman R. Glenn Secretary-Treasurer: Elahe Couper Glenn Managing Editor: Miles David Senior Editors: Erik H. Arctander, Frank Rasky, Charles Sinclair Ass't Editors: Fred Birnbaum, Lila Lederman, Richard A. Jackson Art Director: Howard Wechsler Vice-President - Advertising: Norman Knight Advertising Department: Edwin D. Cooper (Western Manager), George Weiss (Trav- eling Representative, Chicago Office), John A. Kovchok (Production Manager), Yergin, John McCormack Vice-President - Business Mgr.: Bernard Circulation Department: Evelyn Satz scription Manager) ine Villanti Edna Piatt (Sub- Emily Cutillo, Joseph- Secretary to Publisher: Augusta Shearman Office Manager: Olive Sherban Publish.,! biweekly by SPONSOR PUBLICATIONS INC.. combined with TV. Executive, Editorial. Circulation and Advertising Offices: 510 Madison Ave., New York 22. N. Y. Telephone: MTJrray Hill 8-2772. Chicago Office: 161 B. Grand Ave. Suite 110. Telephone: Superior 7-9863. West Coast Office: 6087 Sunset Boulevard, Los Angeles. Telephone: Hillside 8080. Printing Office: 3110 Elm Ave. Baltimore 11, Md. Subscriptions: United States $8 a year. Canada and foreign $9. Single copies 50c. Printed In V S. A. Address all correspondence to 510 Madison Avenue. New York 22, N. Y. Copyright 1951. SPONSOR PUBLICATIONS INC. CVvKH HELPS SOFT DRINK IAKE AMAZING COMEBACK I TS EASY, HEN YOU NOW HOW! PANOLA STARTED USING KWKH < PANOLA < ♦•(INDUSTRY v: MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. 1950 ^ 1951 JLhe chart above shows what three quarter-hour programs a yeek on KWKH have done for Panola, a soft drink bottled >y the 7 UP Bottling Company of Shreveport. L The 7 UP Bottling Company started using KWKH in July, 950, when sales of Panola were at a low ebb — down 40% rom the corresponding period of 1949. KWKH helped heck the slump immediately, and by March 1 of this year, 'anola's sales were actually 14% above the correspond- ng two-month period of 1949 — a "real" gain of •erhaps 34%, since industry sales declined 15% to ■0% during the period! 'anola's schedule on KWKH consists of a 15-minute segment f a late afternoon disc-jockey program. This has been, md still is, Panola's complete advertising campaign! Wiat can we "Panolate" for you? MAR KWKH 50,000 Watts • CBS Texas SHREVEPORT f LOUISIANA The Branham Company Representatives Henry Clay, General Manager STALIN HATES BATON ROUGE . . . because, with typical Amer- ican virility, it has grown 257% since 1940 . . . it's the cradle of synthetic rubber ... its giant industry produces might for America in war and peace ... it offers superb rail, river, highway and air transportation facilities that's what you like about the South and WJBO A watt affiliate in Baton Rouge, La. AFFILIATED WITH THE STATE-TIMES ANO MORNING ADVOCAT0 FURTHER DATA FROM OUR NATIONAL REPRESENTATIVES GEORGE P. HOLLINGBERY CO. by Robert J. Landry The art-science called sales management has leaped ahead in the past ten years. Witness the re-designing of packages, fronts, win- dows, parking facilities. Witness the latterday marvels of plastics, neons, nylons, frosted containers. Elaborate "shopping villages" are being set down out in open country by main-travelled highways to draw custom from dozens of towns, not just one. On every hand there is evidence that American wholesaling and retailing is pro- ceeding by the rule and the approach of scientific analysis and sci- entific layout. Everybody is selling everything in an atmosphere engineered to the -nth degree by light, color, space, package, cost accountancy experts. Refrigeration wonders have partially abolished the "seasonal" pack. Electronic fingers practically wag menacingly at slow-selling items and trip an alarm for their "wasted" shelfage. A myriad of schemes and devices seek to cut down overhead, speed up turnover. Housewives select pre-packaged cellophane-windowed roasts, putting them into self-service carts with built-in baby carriers. * * * It is all so wondrously and sensationally "moderne" and "scien- tific" that envious merchants from all over the world stream into our land to see how we sell. Can we sell, bub. * * * Less obvious, less visible, less publicized are the new scientific approaches to sales management at the level of emotional strategy, and that ought to be the starting point. The actual physical move- ment of goods from factory to warehouse to jobber to retail outlet is a fairly tangible logistic pattern. But behind merchandising lies advertising and behind advertising lies, or ought to lie. sound psy- chology . * * * Note this: more than a few highly successful companies have dis- covered in recent years that they may have been spending a great deal of money advertising a message, or executing a copy platform, that was basically unsound, or at least highly suspect, to start with. * * * Why, for example, did so many automobile buyers continue decade after decade to stick to one particular make even though automotive engineers recognized other cars as better all-round vehicles? When Detroit went into that question, starting first about 15 years ago, they pieced together all sorts of arresting facts about the "emo- tional set" of the car-owner. If he had driven his car for years without accident, there was a "loyalty" factor, like returning home to a good wife. In order to counteract this sales deterrent, it was first necessary to understand it. * * * Detroit found out that psychological quirks work both ways. The accident-free driver feels "loyal" to his car, will re-order. The re- ( Please turn to jmge 83) SPONSOR s URUEVS SHOW ... Radio Reaches Farther; Radio Delivers More; Radio Costs Less — Than ever before! UUKtl Rate, in cost per thousand listeners, has gone down 10.1% as compared with 1946 Ujfltl is a better buy than ever in its history. The advertiser gets more in coverage — more in prestige — at lower cost. RADIO FAMILIES RADIO HOMES COVERED BASIC HOUR RATE COST PER 1000 HOMES 1946 1949 404,560 448,890 $250.00 $250.00 .61c .55c Figures Quoted Based on Latest Available BMB Measurements Advertising Is Essentially Salesmanship Affiliated with CBS -600 K.C. 5000 WATTS. lurec memPHis no. i sthtioh WREC HOOPER RATINGS AVERAGE HIGHER THAN ANY OTHER MEMPHIS STATION Sells More and Sells It Cheaper Represented by THE KATZ AGENCY, INC. 27 AUGUST 1951 IF The survey was made in Tulsa and in 40 towns within the .1 MV "Primary Coverage Area" of Tulsa's TV station, by Leslie Brooks & Associates, research consultant of Tulsa. A 3,416 interview sample was made, Statistically valid within 2%. The Leslie Brooks & Associates survey finds 212,940 radio homes, 178,498 as published by Tulsa's television station, on the reprodu map; and finds only 31,072 TV set homes and businesses, not "c 83,000" as claimed in the station's reproduced ad. In figuring both number of radio sets and TV sets, Leslie Brooks & Associates used 696,868 population figure within the Tulsa TV Area as given on reproduced map. In establishing radio homes this population fig was divided by 1950 U. S. Census average number of 3.13 persons family for the area, and applying to the total number of families resulti the radio set ownership percentage of 95.6% shown in the U. S. Ceni The figures are conservative, since the Brooks survey reveals a curr radio ownership in the Tulsa Area of over 98%. TV set figures w obtained in the same manner except applying the TV set owners percentages as revealed by the survey. #t,000.00 KEWAXP Tulsa Radio Stations KAKC, KFMJ, KOME, KRMG, Kl and KVOO have posted $1,000.00 with the First Natic Bank and Trust Co. of Tulsa to be given to the first per proving the Leslie Brooks & Associates survey of television ! in the Tulsa Area is not within 5 percent of accuracy. — T U AS CLAIMED BY NOT 178,498 tulsas tv station WES P BUSINESSES AS CLAIMED BY NOT 83,000 tulsa's tv station m rut TV AREA . PERCENT OF MARKET SATURATION TELEVISION SET (HOMES AND BUSINESSES) IN CITY OF TULSA IN TULSA TV AREA (EXCLUSIVE OF TULSA) 21.0% 11.3% RADIO SET (HOMES ONLY) 98.8% 98.3% FAMILIES WITH BOTH TELEVISION AND RADIO SETS — AVERAGE PER DAY: 4.28 4.45 HOURS LISTENING TO RADIO HOURS VIEWING TELEVISION FAMILIES WITH RADIO SETS ONLY — AVERAGE PER DAY: HOURS LISTENING TO RADIO •«• KAKC KFMJ KOME KRMG KTUL KV00 A copy of the survey may be obtained by writing any Tulsa radio station or from their National Representatives. M 8! Your product can be SOLD on "Smythe's General Store" pro- gram on the independent station most often listened to by Colo- rado housewives. Salesman Pete Smythe, Prop, of "Smythe's General Store" is an- other star on Denver's music-per- sonality station. And Pete has rung the cash register on products from ice cream to Packards. for availabilities wire, phone or write or Radio Representatives, Inc., John New York, Chicago, Buchanan Los Angeles, KTLN San Francisco Denver KTLN 1000 WATTS DENVER'S only independent non-directional station Madison SPONSOR "EXTRAS" APPRECIATED Thank you for the copy of the new- TV Map for Sponsors ... we greatly appreciate these "extras" furnished by SPONSOR. We would like to, however, call your attention to the fact that there is no existing cable link between Lansing and Detroit . . . only a microwave link. We would also like to have you cor- rect your records to show that our na- tional rep is H-R Representatives, Inc. I. A. GlNTHER TV Traffic Director WJ1M-TV Lansing lor -sponsors TV DICTIONARY IN DEMAND I notice your se- ries of articles on the "TV Diction- ary" terminated in the 30 July issue. I would be pleased to receive a bound copy of the series and, if you can spare them, two copies. This will spare me the agony of cutting the sections out of SPONSOR and binding them. You are doing a splendid job for the industry with your magazine and I, for one. value it highly. Victor Fabian Media Director C. Wendel Muench & Co. Chicago • Seventy-two-page TV Dictionary free to SPON- SOR subscribers on request. Extra ropios S2.00. If you are interested in bulk copies, write for low volume rate. As a subscriber, we would appreci- ate receiving a copy of the "TV Dic- tionary/Handbook for Sponsors." C. C. Slaybaugh Radio Director Morse International New York You must have given me a good in- doctrination during my DuMont days, because I still look forward to seeing SPONSOR when it arrives at our office. The current issue I think is particu- larly fine. When it is available. 1 would like to receive a copy of the TV Dic- tionary/Handbook. This is not only proving very interesting in our office, but in other TV circles around Seattle. Wade Thompson TV Director Seattle Radio and TV Advertising Agency Seattle, Wash. We are regular subscribers to your magazine. Will you please send me at no cost your "TV Dictionary/Hand- book for Sponsors." Thank you. Heagan Bayles Vice President Sullivan, Stauffer. Colwell & Bayles New York Will you please send us the complete "TV Dictionary/Handbook for Spon- sors." We were wondering if it is possible to obtain several copies of same. Will you please advise. Alexander Griffin TV & Radio Director Al Paul Lefton Company Philadelphia Reading your issue of 18 June. I noticed that your new TV Dictionary/ Handbook was available to subscribers on request. Since our agency is a subscriber, we would like to go on record as request- ing one of these Handbooks at your earliest opportunity. Frank M. Knight Radio-TV Director Richard A. Foley Advertising Philadelphia As we understand that the "TV Dic- tionary" is free to those who subscribe to sponsor, would you please send one dictionary for each subscription the advertising department of Lever Broth- ers has to sponsor. Anne Courtway Lever Brothers New York 10 Being a subscriber to your magazine sponsor, I read of your new "TV Dic- tionary/Handbook for Sponsors" and would like very much to have a copy of this lexicon. Wauhillau La Hay N. W. Ayer & Son New York [Please turn to page 91) SPONSOR COLOSSUS OF THE CAROLINAS JEFFERSON STANDARD DROADCASTING COMPANY Represented Nationally by Radio Sales 27 AUGUST 1951 All fecial* ihtteKFAP area are behind Houses BY RAY F. STRYKER VICE PRESIDENT JOHNSON CASHWAY LUMBER CO. Largest- Stocked Lumber Company in Midwest Sounds nonsensical, doesn't it? Yet — in the KFAB area, there are thousands of backyards and each backyard has a house. And, on the farms there are barns as well as a house with each backyard. In each house there are from two to four radios. Even the barns on many of the farms have radios that are tuned to KFAB during chore time every morning and evening. People in the Midwest Empire, that vast, wealthy area beneath the giant umbrella of KFAB coverage, depend on radio to keep them informed and entertained. When you count backyards, you can also count thousands of radios tuned to KFAB. Those people who listen to KFAB — the great Midwest Empire typical families — are capable men and women, growing, eager boys and girls. They live healthy lives packed with the good old American custom of industrious activity. This means they earn money and they spend money. They spend wisely, too, and rely on radio to tell them much about what to buy and where to buy it. You can "talk" to those people, profitably, if you use the Midwest Empire Station KFAB. Phone, wire or write for "backyard" facts about the Midwest Empire Station. nK I \xWii' Represented by FREE & PETERS Inc. General Manager: HARRY BURKE New and renew 27 AUGUST 1951 I. New on Radio Networks SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration Hazel Bishop Inc General Foods Corp (Jell-O div) General Foods Corp (Maxwell House div) General F*ods Corp General Foods Corp Kingan & Co Mors Inr Morton Salt Co Ralston Purina Co Reynolds Metals Co Shipstad & Johnson Sterling Drug Inc Sylvania Electric Products Inc U. S. Army-U. S. Air Force Raymond Spei'tor ABC Young & Rubieam ABC Benton & Bowles ABC Foote, Cone & Belding CBS 55 Young & Rubieam CBS ISO Warwick & Legler CBS 55 Leo Burnett CBS 148 Klau-Van Pietersom* CBS 6 Dunlap Gardner ABC Buchanan NBC 167 Walter McCreery MBS Dancer- Fitzgerald- ABC 285 Sample Roy S. Durstine ABC 62 Grant NBC News; M-F 8:55-9 am; 10 Sep; 52 wks Breakfast Club; M-F 9-9:15 am; 1 Oct; 52 wk* When A Girl Marries; M-F 11:30-45 am; 1 Oct; 52 wks Grady Cole Show; M, W, F 2-2:15 ptn : 1 <>.t: 39 wks News; Sat 9:25-30 pm ; 22 Sep; 39 wks Godfrey Digest; Sun 5-5:30 pm ; 14 Oct; 39 wks People Are Funny; alt T 8-8:30 pm; 9 Oct; 26 wks Visitin' Time; Sat 6-6:30 pm; 15 Sep: 26 wks Space Patrol; Sat 10:30-11 am; 6 Oct; 52 wks The Big Show; Sun 6:30-7 pm ; 7 Oct; 39 wks Ice Follies of 1952; Th 12:30-1 am; 7 Sep only Mystery Theatre; W 8-8:30 pm; 3 Oct; 52 wks Sammy Kaye's Sylvania Sunday Serenade; Sun 3-3:30 pm; 7 Oct; 52 wks Sports Newsreel of the Air; F 10:30-45 pm; 7 Dec; 26 wks 2. Renewed on Radio Networks SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration Allis-Chalmers Mfg Co Armour & Co Derby Foods Inc General Foods Corp General Foods Corp Gillette Safety Razor Cc Hudson Coal Co Kellogg Co Quaker Oats Co Skelly Oil Co Sterling Drug Co Sterling Drug Co Bert S. Gittins NBC Foote, Cone & Beldi ng NBC 167 Necdham, Louis & MBS Brorby Young & Rubic am CBS 150 Young & Rubicam CBS 150 Maxon ABC 285 Clements NBC 14 Leo Burnett MBS Sherman & Marquet e MBS Henri, Hurst & McDon- NBC 28 ald Dancer-Fitzgerald- NBC 147 Sample Dancer-Fit zgerald- NBC 147 Sample National Farm and Home Hour; Sat 1-1:30 pm; 8 Sep; 52 wks Dial Dave Garroway; M-F 11:45 am-noon; 3 Sep ; 52 wks Sky King; T, Th 5:30-55 pm; 11 Sep; 52 wks Gangbusters; Sat 9-9:25 pm; 22 Sep; 39 wks Hopalong Cassidy; Sat 8:30-9 pm; 22 Sep; 39 wks Cavalcade of Sports; F 10 pm-conclusion ; 7 Sep; 39 wks Hudson Coal Miners; Sun 9:45-10 am; 7 Oct; 52 wks Clyde Beatty Show; M, W, F 5:30-55 pm; 3 Sep; 52 wks Man on the Farm; Sat 12-12:30 pm ; 25 Aug; 52 wks Alex Drier; M-Sat 8-8:15 am; 3 Sep; 52 wks Stella Dallas; M-F 4:15-30 pm; 10 Sep; 52 wks Young Widder Brown; M-F 4:30-45 pm ; 10 Sep; 52 wks 3. Yen- National Spot Radio Rusiness SPONSOR PRODUCT AGENCY STATIONS-MARKET CAMPAIGN, start, duration Borden Co Instant coffee Ford Dealers Adver- Ford automobil tising Fund Lever Brothers Co Pepsodent Dohertv. Clifford & Shenfield (N.Y.) J. Walter Thompson (N.Y.) McCann-Eriekson (N.Y.) Dallas, Ft. Worth St. Paul-Mnpls. Natl Anncmts; 1 Oct; 13 wks Anncmts; 27 Aug; 7 wks Anncmts; 1 Oct; 52 wks 4. National Rroadcast Sales Exeeutives NAME FORMER AFFILIATION NEW AFFILIATION John H. Bachei Ted Bergmann Ralf Brent NBC, N.Y., eastern sis mgr DiiMont. N.Y., acct exec WBBM. Chi., sis mgr Hi. M.. in. N.Y., asst sis dir Same, sis dir WIP, Phila.. sis dir • In next issue: New and Renewed on Television (Network and Spot); Station Representation Changes; Advertising Agency Personnel Changes Numbers after names refer to category in New and Renew: Ted Bergmann (4) Orville Lawson (4) A. A. McDermott(4) Pel Schmidt (4) J. H. Sierer (4 JVete and renew 27 Yugust 1951 4. National Broadcast Sales Executives (continued) Numbers after names refer to category in New and Renew: Loren Sorensen (4) F. X. Zuzulo (4) Robert I. Garver (5) Roger Greene (5) Henry Onorati (5) NAME FORMER AFFILIATION NEW AFFILIATION George Bristol William Dozier Mannie Eisner Royal V . Howard George R. Jeneson Jack Koste William T. Lane Orville Lawson H. W. Maier Jr. John McClay A. A. McDermott John Pival Arch Rap an Morgan Ryan Pel Schmidt Joseph H. Sierer Robert C. Smith William L. Snyder Loren Sorensen Prank X. Zuzulo CBS, N.Y., dir radio, tv sis pres Samuel Goldwyn, Hlywd., exec story and writer head WGAR, Cleve., pub dir W. II. Male Ltd, Honolulu, aeet exec WLW, Cincinnati, sis Indie Sales, N.Y.. pics WAGE, Syracuse, co-owner, gen mgr Orville Lawson & Associates, Mnpls. , pres International Milling, Greenville, Tex., head of sis five Southern divs WPIX, N.Y., dir operations H. N. Stovin & Co, Toronto. s!s mgr WXYZ-TV, Detroit, prog mgr WAGA-TV, Atlanta, sis exec WPTR, Albany, gen mgr WITH, Balto., acct cxee WRNL, Richmond, member sis staff U. Southern California. L.A., dir athletir news sve Chicago Tribune, Chi., exec Radio adv exec, Mnpls. MBS, N.Y., asst dir publicity Same, dir sis prom, adv radio div CBS-TV Net, N.Y., member prog exec staff Same, member sis dept KIKI, Honolulu, sis, prom mgr WOR, WOR-TV, Chi., mgr midwestern sis office Liberty Broadcasting System, N.Y.. dir natl sis Broadcasting Inc, Atlanta ( tv channel 8 licensee), vp, gen mgr LIpper Midwest Broadcasting System, Mnpls., pres John E. Pearson Co. Dallas, mgr (new office: 1312% Commerce Street) WCAU-TV, Phila., asst mgr Radio & Television Sales Inc, Toronto, gen mgr I new offices : 10 Adelaide Street East, Toronto, and the Windsor Hotel, Montreal) Same, stn mgr Broadcasting Inc, Atlanta (tv channel 8 licensee), gen sis ni(jr Patroon Broadcasting Co, Albany (WPTR parent org), vp WAAM-TV, Balto., local sis mgr Same, gen sis mgr WGAR, Cleve., pub dir For joe & Co, Chi., sis acct exec Upper Midwest Broadcasting System, Mnpls., sH mgr Same, mgr press information 5. Sponsor Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION John M. Allen Morden R. Buck William T. Crowe Robert I. Garver Roger Greene Harry M. Jones Henry Onorati L. Charles Underwood Philip Morris & Co, N.Y., section sis mgr Mohawk Carpet Mills, S.F., asst to Pacific Coast sis mgr Borden Co, Atlanta, district mgr General Foods Corp ( Certo div ), N.Y., assoc sis, adv mgr Philip Morris & Co, N.Y., exec Leigh Foods, N.Y., sis mgr RCA Victor Records, N.Y., asst adv mgr. natl prom mgr Philip Carey Mfg Co, Cincinnati, asst ad mgr Same, southeastern regl sis mgr Same, Amsterdam, N.Y., mgr adv, sis prom, pub rel Same, sis mgr, southern div Same, sis, adv mgr Same, asst adv mgr Same, gen mgr Avco Mfg Corn (Crosley div), Cincinnati, dir elec- tronics adv Same, adv, sis prom mgr 6. \ew Agency Appointments SPONSOR PRODUCT (or service) AGENCY American Biscuit & Cracker Co, Seattle American Brands Corp, Redwood City. Calif. American Vitamin Associates, Hlywd. Allium) Products Inc, Chi. Argus Cameras Inc, Ann Arbor, Mich. Banco Credito y Ahoro Poceno, San Juan Crown Overall Mfg Co, Cincinnati Dcnnison's Foods, Oakland I els & Co, Phila. \. S, Haralson Co, South Norwalk, Conn. II & W Co, Newark Kellogg Co, Battle Creek, Mich. Mission Dry Cnrp, L.A., Chi., N.Y. Munlsing Wood Products Co, Chi. Oculine Co, Beverly Hill 8 Pacific Northern Airlines, Seattle Pure Drug A < hemlcal Corp, N. Y. Red Top Brewing Co, Cincinnati Sargent ci Co, New Haven Sea Isle Hold. Miami Bench Wakefield Coffee Co, Waukegan, III. Wow Inc, Omaha Baked goods To by jell dehydrated mix Vitamin manufacturers A 111 u ro I tooth powder Cameras Bank Work and sport clothe*. Food manufacturer Fels-Naptha soap Preen floor finish Brassieres Kellogg' 9 corn flakes Citrus juice products Wooden ware Medicated eye pads Airline Athlete's foot spray Brewery Hardware Hotel Way cup coffee Broadcaster Condon Co, Tacoma Ley & Livingston, S. F. Schwimmer & Scott, Hlywd. Jones Frankel, Chi. Young & Rubicam, Detroit Publicidad Badillo, San Juan H. W. Kastor & Sons, Cbi. Biow, S. F. McKce & Albright, Phila. Calkins ci Holden, Carloek, McClii ton & Smith, IN.Y. Amos Parrish & Co. N.Y. Leo Burnett, Chi. Hancer- Fitzgerald-Sample, N.Y. Bozell & Jacobs. Chi. Abbott Kimball Co, L.A. West-Marquis, Seattle Lohmcyer-Adelman. Phila. Cecil « Presbrey, N.Y. Marschalk & Pratt, N.Y. Kochl, Land is and Landan, Miami Schoenfeld, Hubcr & Green, Chi. Beaumont & Hohman, Omaha ! ..in 1951, for broadcast transcriptions, it's MICROGROOVE! BIG MICROGROOVE ADVANTAGES Cuts costs ... as much as half! Smaller disc . . . more program time! Big savings on packing and shipping costs! Easier handling and storage! Maintains highest quality! COLUMBIA TRANSCRIPTIONS all, phone, or write: s Angeles— 8723 Alden Drive, Bradshaw 2-5411 Lw York— 799 Seventh Ave., Circle 5-7300 iiicago— 410 North Michigan Ave., Whitehall 4-6000 de Marks, "Columbia." "Master works. " ©f , ® Keg U. S Pal Off Morcos Registradas HO* ONE CUEt*1 S/^t0 46* *£EKS ~*» S TtfWN HCyOoVZf pROC*SSlHG.. .v PRYING- PACKING SHU*"40 ,,80V95 ,,500.00 4A8.50 xffr*** ,200.00 Z|925.00 199.00 839.«0 1,263.80 You'll "Strike Oil" in CHEST1 R.I.BURKE, Shipbuilder- H Sun Shipbuilding and Drydock Co., one of HO Chester industries which pay $27,000,000 in annual wages. MYER PRESSMAN, Clothier — Ap- parel is a $12,000,000 business for 99 Chester clothing stores like Mur- ray's. He tunes regularly to WFIL. ELSIE C. Q. JONES, Housewife - Hers is one ol L9.000 Chester homes where radio is standard equipment, where WFIL can sell your product. DR. PHILIP GERBER, Optometrist — He knows prosperous folks care for their health. Chester's $1,557 per capita income is far above normal. I and Riches in ALL oi elD . . . America's 3rd Market Get Ahead in Chester... "What Chester Makes Makes Chester," says Pennsylvania's oldest town. .Today, for all America, Chester makes ships, textiles, paper, steel, refined foil and a hundred other products. What does this make Chester? A high income city, with better than 55 per cent owner-occupied homes ... a (thriving market town of 65,000 with retail sales of $82 million, family income 30 per cent above national average. And in Chester, more people llisten regularly to WFIL than to any other station, says BMB. Make Chester yours. Schedule WFIL. ..Lead in All 14 Counties Chester is just one city but it represents the quality of the entire 14- County Philadelphia Retail Trading Area . . . where WFIL's signal pene- tration is strongest. Here, in the nation's third largest market, are 4,400,000 people ... $6 billion in purchasing power. Here, two out of three families re consistent WFIL listeners. And WFIL takes you into a vast bonus rone, far beyond the 14 counties. Total coverage: an area with 6,800,000 people, more than $9 billion in buying power. To capture this market, schedule WFIL. CHARLES J. NOLAN, Contractor- Chester's still a-building, Mr. Nolan can testify. New industry, new homes . . . new customers tor you. HERMAN S. FELDMAN, Wholesaler — Manager of the Chester Whole- sale Grocery Co., he helps supply 353 city grocers. He is a WFIL fan. RICHMOND, VA. $353,900,000 RETAIL SALES 'SAY— HOW DO I GET A BICCEK SHARE OF THAT RICH MARKET?1' OF COURSE Yes sir . . . in Retail Sales, Richmond, Virginia, ranks 48th out of ISO major markets (according to the latest census figures) and that means $353,900,000. To get a bigger share you need com- plete coverage by a station that de- livers a bigger buying audience. That means WRNL — 5KW for over 10 years at 910KC . . . THERE'S MORE SELL ON . . . WRNL WRNL 5KW — 9I0KC WRNL-FM 50KW— I02.IMC ABC AFFILIATE RICHMOND, VIRGINIA EDWARD PETRV & CO.. INC.. NATIONAL REPRESENTATIVES Iripiir Brian Rootes Regional Director in Western Hemisphere Rootes Motors, New York One of the biggest invasions of a British product since the Boston tea party, but vastly more successful, is that of Rootes Motors, Inc., and its line of pleasure cars. The sales spearhead: a carefully selected group of personality d.j.'s who emphasize the fuel economy of Rootes' models: Hillman-Minx. Sunbeam-Talbot. and Humber Hawk. Behind this successful venture is 31-year-old Brian Rootes, Harrow- educated and Rootes-trained. Young Rootes learned every phase of the automotive business in the early 1930% by working during the summer vacation periods at the Coventry plant. His tutor: Sir Wil- liam Rootes, founder of the Rootes motor empire. Brian, under his father's guidance, mastered the sales know-how proven so valuable in moving Rootes Motors to the fore in the export field. Exports began in 1946 after many years of war production. It was then that young Brian Rootes. with his Harrow training and non-huckster approach, ventured into American radio, a medium vastly different from the non-commercial BBC in his country. But Rootes didn't adopt American pitchman or high-pressure commer- cials. Instead. Rootes commercials are informal, while stressing econ- omy of operation, a feature of all Rootes cars. The pay-off: the Rootes organization is ahead of competitors, notably Austin and Morris; the leading seller of foreign cars in the United States, according to Brian Rootes. One unusual sales success: Consolidated Edison Company of New York has added Rootes vehi- cles to its fleet. Commenting on the Rootes post-war export operation. Brian Rootes says, "Quite a large part of the success of the Rootes products in the U. S. is due to the effectiveness of radio advertising." Budgetwise, Rootes advertising expenditures total some $200,000: radio carres sales burden aided by class magazines, newspapers. Now, with steel allocations loosening, Rootes plans for this fall call for continued radio "sell" plus the addition of one-minute TV film commercials to be tested in three markets. The Rootes agency. Anderson & Cairns, says the commercials will be shot on location so televiewers will be able to see Rootes cars on the road. The one- minute films will be so designed that a local dealer can cut in with his name and address. With fall plans underway Brian Rootes still maintains his swift, efficient pace. "My hobby," says Rootes smilingly, "is business." 18 SPONSOR helpful hints to advertisers not yet in television If TV sales results have slanted your thinking towards tele- vision advertising, you'll be even more interested when you remember that . . . You can do better with Spot. These are Spot programs we're talking about. Live programs or film programs. Daytime shows or evening shows. Once- a-week telecasts or strips. With Spot programs, you can do better in television — in so many ways: You can get started so easily — with Spot programs. There's none of that business of minimum station re- quirements or "must" stations. Your distribution and your budget shape your Spot program market line-up. You get better picture quality, for live shows or film are generally superior to kinescope recordings. You get complete station cooperation . . . find stations clear time more readily because stations net more when a time period is sold for a Spot program than for a network show. You get all this — at no extra cost. For compared to network rates, Spot rates are generally lower for the same time period, over the same stations. The savings are more than enough to pay for the extra film prints and their distribution. Can you really look into television without looking into these advantages of Spot programs? We don't think so either. Which leads us to one final, practical hint : Call a Katz repre- sentative and get the full story on Spot program advertising. You may discover that you're closer to television than you think, because in television . . . you can do better with Spot. Much better. ATI AGENCY, inc Station Representatives NEW YORK • CHICAGO • DETROIT • IOS ANGEtES • SAN FRANCISCO • ATLANTA • DALLAS • KANSAS CITY 27 AUGUST 1951 19 COVERAGE Sure... We've Got It BUT... Like the Gamecock's Spurs... It's the PENETRATION WSPA*~ In This Prosperous S^ D* BMB Report No. 2 Shows WSPA With The Largest Audience Of Any Station In The Area! AND... This Hooper Report Shows How WSPA Dominates This Area! HOOPER RATING - Winter 1949 8:00 AM - 12:00 N 63.2 12:00 N •• 6:00 PM 53.6 (Monday thru Friday) 6:00 PM ■■ 10:00 PM . . . 67.6 (Sunday thru Saturday) GIVE YOUR SALES A POTENT PERMANENT HYPO Represented By: John Blair & Co. Harry E. Cummings Southeastern Representative Roger A. Shaffer Managing Director Guy Vaughan, Jr., Sales Manager The No. I CBS Station for , The Spartanburg-Greenville J Market p 5,000 Watts -- 950 On Your Dial /Veti? developments on SPONSOR stories »©©J "How to win with Juan" ISSne: 4 June 1951. p. 25 SllbjOCt: Few national advertisers know about sales market of 3.300.000 Spanish- speaking people. A few aggressive and alert national, regional, and local advertisers are winning new customers and reaping sales gains with specially- slanted pitches to foreign language and minority groups. But the majority of sponsors know little about or continue to ignore this lucrative audience segment. Evidence on the richness of this market, however, continues to pour in. WLIB. New ^ (>rk. with emphasis on two fields of programing, Anglo-Jewish I in English I and Negro, recounts these recent WLIB- advertiser successes: the Lake Plaza Hotel in Lakewood, New Jersey had over one hundred guests a week after a New Year's weekend. The owner stated: "Of these one hundred guests over 609c came to us as a result of our air advertising. Usually after a New Year's weekend most Lakewood hotels are empty." Aron Streit. Inc.. New York matzo bakers, tried a test campaign with announcements on the Jewish Family Hour program. Their offer: a box of moon matzos. A Streit official commented: "The offer brought main more requests than we anticipated . . . this test war- rants our continuing with radio ... as of the first of the year we will increase our schedule."" E. B. Latham & Company, wholesale electrical appliance distribu- tors, added to the success story files. They used WLIB to plug Ray- theon TV. In a fast pre-Christmas campaign their salesmen secured close to 2.000 leads with an analysis of their returns showing an unusually heavy response from Negro. Jewish, and Spanish groups. Safeway stores aired announcements telling of the opening of new markets on New York's East Side and the Puerto Rican section of Harlem. The campaign: six announcements prior to each store open- ing. In both instances, the crowds in front of each store were so great the policp were called to direct foot traffic. "Problems of a TV soap opera" 29 January 1951, p. 38 Anything can happen and usually does on a live TV soap opera. The bugaboos faring the daily production of a live TV soap opera are many: memory lags on the part of the cast: daily rehearsals; set problems — all add up to mounting costs. One solution: filmed soap operas. First of the daytime TV serials to be produced on film in the East is Cinderella Story- Produced by Biography Films, the serial has been optioned by NBC. The estimated cost comes to $11,000 for five 15-minutc programs weekly. Curtis Mitchell, co-producer along with Blair Walliser. says that by the use of standardization tech- niques invented for this series the weekK cost is comparable to the cost of a live serial. A big advantage for advertisers: good prints rather than kinescopes can be distributed to markets which haven't been cleared live. The stoi\ line: young Ohio school teacher wins a cover contest conducted 1>\ a famous New York magazine; comes to the big city. This lends itself to another cost-cutter: actual backgrounds will be used. Whenever necessary, the east will be photographed against Radio City, Statue of Libert \. and other Manhattan sights. Shooting schedule calls for Biography Films to work 20 15-minutc episodes ahead on the .'i.nnm. black and white soaper. 20 SPONSOR June issue of Rorabaugh report shows KRON-TV leading the other two San Francisco TV stations in total number of sponsors (as during every month this year), also leading in number of local, national and network sponsors ...which again "goes to show" that... SELL MOKE ON CHANNEL 4 . . . puts more eyes on spots Represented nationally by FREE & PETERS, Inc New York, Chicago, Detroit, Atlanta, Fort Worth, Hollywood. KRON-TV offices and studios in the San Francisco Chronicle Bldg., 5th and Mission Sts., San Francisco 27 AUGUST 1951 21 • o »V . I J 7 tf*^^fiFC^§fe he lowest cost per thousan in the fabulous Houston Market! HOUSTON Network Station B's Cost Per Thousand is 52% HIGHER than KPRC* Network Station C's Cost Per Thousand is 142% HIGHER than KPRC* For 26 Years KPRC has been CONSISTENTLY FIRST IN EVERYTHING THAT COUNTS. "Percentages Based on BMB, Feb. -May Hooper Report, and 260 Time Daytime Quarter Hour Rate Card. NBC and TQN on the Gulf Coast JACK HARRIS, General Manager Represented Nationally by EDWARD PETRY AND CO. 12 A-5-5' SPONSOR Odyssey of Gruen 1. MeCann-Erickson, 1936-1947. Period of greatest Gru- en growth. Firm left McCann seeking agency with more retail knowhow. Gruen felt, also, that McCann, which had no Cin- cinnati office, was too far away to have right feel for prohlcms. 2. Grey Agency, 1947-1950. During this period, sales sagged from net of $1,500,000 in 1947 to $766,000 in 1950. Attempt to become major competitor of Bulova via radio/TV spol campaigns, dealer co-op air activity flopped. Again, agen- cy's failure to open local office was factor in client's dissatis- faction. Gruen next chose a medium-sized Cincinnati agency. 3. Stockton, West, Burkhart, Inc., 1950-1951. Agen- cy opened New York office to handle radio/TV for Gruen. But Gruen did not feel Stockton had big-city knowhow, soon in- vited dozen agencies to make pilch. McCann impressed Gruen with fact it had 33 accounts in TV, could do big job for Gruen. McCann got account, has lined up 90% of $1,500,000 budget for campaign with filmed "Gruen Guild Theatre." 4. McCann-Eriekson, 1951-?. Account has now made full circle. How long McCann keeps account will probably depend on success of new show. Agency has opened Cincinnati office. Why are so many sponsors changing agencies now :' In recent months, the "di- vorce rate" between spon- sors and ad agencies has grown alarm- ingly high. An average of 50 or 60 accounts — with about 10% represent- ing some of the choicest and biggest chunks of ad billings — are calling it quits with agencies each month. Quite a few of these gilt-edged accounts have been with the agency they are leaving 27 AUGUST 1951 as long as 20 years. What's the reason? Is there some kind of subtle unrest afoot in the air- conditioned sanctums of Americas leading clients and ad agencies? Why. for instance, did Packard's $3,000,000- annual account move from Young & Rubicam to Maxon; Pepsodent's $3,- 500,000 billings leave Foote, Cone & Belding, and Gruen's $1,500,000 ac- count leave Stockton, West, Burkhart — with both winding up at McCann- Erickson? sponsor, realizing that many an- other major advertiser sitting on the sidelines and watching this multi-mil- lion dollar chess game has pondered these problems, has made a survey of leading agencies and accounts to seek the answer. Editors of sponsor talked 23 TV flops were behind many reeent ayeney switches p> ** vL, Shy Oscar Levant on Y&R-packaged "Guest House" Result: Y&R prestige took a dive; GE moved Y&R's "Holiday Hotel" and later Don Ameche for GE (summer, CBS-TV) lasted but two shows regular Fred Waring TV show to BBDO TV shows helped move Packard to Maxon 10 account men, agency "new business" experts, clients, and other veteran ad- men. Many familiar reasons turned up — everything from the feeling that the agency was getting "complacent" about the account to the shower of sparks created when an agency execu- tive stomps out in high dudgeon, tak- ing a leading account with him. However, nearly all of the admen quizzed by SPONSOR listed one thing as being a major or minor motivating fac- tor in virtually all of the recent out- standing agency-client splitups: Tele- \ l-iull. Not that a bad guess by an agency on a radio program or spot announce- ment campaign won't move an account. It will, and several have moved for just this reason in the past few months. But, radio generally has eased into a sort of staid respectability, so far as agencies and clients are concerned. Ra- dio is accepted, its powers, limitations and techniques are pretty well known and understood. But TV's abilities to break up the longest-standing agency- client acts can only be compared to the kind of unrest created by Delilah on one of her better days. "We're gambling every time we go on the air with a big TV show for one of our clients," the supervisor of ac- COUnts at one of the largest ad agencies on New York's Madison Avenue told SPONSOR. "With the kind of fantastic success that a few shows like Texaco Star Theatre, Toast of the Town, Col- fiate Comedy Hour, and others have enjoyed, there doesn't seem to be any such thing as a 'moderately successful* TV show where a large budget is in- volved. We are in the position of Broadway producers who know, before the show has its 'opening night' reac- tion, that it either has to be a hit, or it will probably flop. The kind of dough a client has to spend to get into TV in a big way means he has to get a 'hit rating to justify it on a cost-per-thou- sand basis. This breeds agency-client tension that s unlike anything in any other advertising media." Most agency executives feel very strongly on this point. Clients invari- ably get the "showbusiness" feeling when they get into bigtime TV. This is not without just cause. TV is com- plex, dynamic, exciting and involves dealing with the top names of the thea- tre, radio, vaudeville and screen. It is vital that sponsors have confidence in their TV agencies, even if the agency has to buy space in the trade and con- sumer press to brag politely about its successes, \gencies who have man- aged to instill this confidence in their clients have a lower "mortality rate" of account switching, almost everv time, than agencies who haven't. Another veteran agencyman, whose agency happens to have a long string ol TV successes to its credit, explained a different phase of the effect TV has on relations with I lie agency's clients "Clients are more critical about TV than they are about any other advertis- ing we place for them. We've made a wrong guess every now and then about a campaign in newspapers or maga- zines, or even in radio — but television- -My God!" "Radio advertising has always been something near and dear to the hearts of clients, and to their board of direc- tors. And television is far more close. A new TV show will often be the occa- sion for a grand dinner party at a cli- ent's home, followed by a mass migra- tion of the family, relatives, and friends to the living room to watch the show. Everyone is very conscious of the tre- mendous costs involved, and the fact that TV is 'show business.' Not one of them will be thinking of the tremend- ous problems that go with TV, because few will know anything about video advertising. "If the show is a thumping success, we're all great guys at the agency. If it smells just a bit. the sponsor will get an immediate earful from the amateur critics that surround him. He'll listen, think about the money he's spending and how 10 other advertisers would just love to have his time franchise, and next morning he'll be on the phone to us, madder than a bear with a sore paw. From that point on. the account can go on the critical list at any time," the agenexman concluded. The agencyman 's words will bring many an unpleasant memory to the minds of agencies with TV accounts, although it may sound faintly far- fetched to clients and agencies not par- ticularly active in video. Unfortunate- ?A SPONSOR ly, SPONSOR heard the same story over and over again in tracking down infor- mation for this report. It seems to make little difference how long the agency has had the account. Like the hero of the famous Sam Gold- wyn anecdote, the client is only con- cerned with what the agency has done for him recently — and recently can mean last night on a TV screen. Take the case of Young & Rubicam and Packard, for example. For 20 years. Y&R placed Packard advertis- ing in a long list of media. Then, last year, Packard sunk a fortune into a redesigned Packard auto line, shook up its management, and started gunning for a large share of the market held bv such auto names as Buick. Chrysler. Olds, De Soto. Packard decided to put a large chunk of its ad budget into a fancy variety TV show, packaged by Y&R. called Holiday Hotel on ABC-TV, spending an estimated $30,000 weekly for time and talent. The show was no great success, and Packard — making the gamble of its life — could ill-afford it. Then came an- other Y&R-produced show with Don Ameche on ABC-TV. Again, no great success. A few weeks ago, the blow fell. Packard decided to call it quits with Y&R. and went shopping for a new agency. Adman Lou Maxon, who has a sizable office and some good con- tacts in Detroit, high-tailed it after Packard, and persuaded the auto firm to make the change. It's said that Packard's decision to go with Maxon was predicated on the successes Maxon has had in TV with Gillette Razor and its televised Cavalcade of Sports show, plus Maxon's good record in spot radio and TV. A big TV flop in an agency can sometimes set off a chain reaction of account moves. When the agency's own production staff is to blame, the reac- tion will start almost immediately. Young & Rubicam had such a situation on its hands as soon as the Packard TV ventures began to draw critical boos. Y&R has been packaging its own big TV shows in preference to buying network or independent packages. This worked well — until Y&R began to slip up in production. Then, General Electric, eyeing the Packard fiasco, decided that Y&R's re- cent record was endangering the fall success of the GE Fred Waring Show. As a summer replacement for Waring, Y&R came up with the GE Guest House program featuring Oscar Levant and Agencies use "platoon system" now to avoid raids like that of Ray Sullivan in forming SSC&B guests. A storm of criticism hit the show and an attempt to recover the fumble by replacing Levant with Dur- ward Kirby after two weeks was to no avail. GE looked around for another agency. Not long afterwards, the War- ing show wras moved over to BBDO. because of BBDO's successful record for its TV clients (American Tobacco. Armstrong Cork. Curtis Circulation. etc. i and because of Waring's long friendship with BBDO from previous GE radio shows. TV has caused other agency switches, even before the account got into TV. These have been in the nature of switches of part or all of the billings to an agency with a proved TV record, if the client intends to get into TV and [Please turn to page 87) Six fcet/ r«'fl.vons for sponsor-utfeney splitups I. Failure of TV or radio -1. Rauls by departing campaign to be artistic staff members. A/E*s etc. or sales success. Pressure are on the way down- is constantly on agencies ward, but are still a fac- when clients go on the air tor in many big client- in high-priced TV agency partings 2. Feeling that agency 5. Shakmip at client's is growing "complacent, " f>194| will sometimes re- has lost its freshness. sult in ultimate agency Some accounts are nev- switch when new brooms er happy, always seek go into action. Also a "now" approach vanishing trend 3. Backstage maneuver- 6. Promotion by ad agen- ing by agencies to per- cies in trade ads. new suade high brass at cli- business operations have ent, other than ad mana- a cumulative effect in the ger, to make an agency long run in dislodging switch has often worked major accounts 27 AUGUST 1951 25 RIGHT ia house organ. Talent attends meetings of Nedicks exec- utives, sends letters to managers assuring them of strong support. f. Future plans of Nedicks indicate expansion into late-afternoon hours. Firm reasons that twi'ight hours are not hurt by TV, already has bought participations in WNEW, New York, "Make Believe Ball- room," and WOK Henry Gladstone news. SPONSOR Ike&XA COMMERCIALS ARE PAINLESS WHEN THEY'RE MINGLED WITH BANTER ABOUT DELIVERY OF BREAKFAST TO D.J.'S BY NEDICKS GIRL WNBC, New York; Sweeney & March. WJZ, New York; Ted Brown, WMGM. New York; Rayburn & Finch. WNEW. New York. A pilot test was run with "Mac" McGuire in Philadelphia about a year ago. Besides proving the pulling power of morning men. it gave Scully and the agency a chance to try out merchandis- ing and promotion gimmicks. These have since become standard Nedicks procedure with all their disk jockeys. The first "extra" tried out was a personal letter from morning man Mc- Guire to each manager and counter- man in the eight Philadelphia Nedicks stores. It was just a friendly note in which "Mac" told of joining the Ne- dicks "team."' hoped to do a good job of bringing customers into the stores. This was the first step in Dan Scul- ly's attempt to tie-in Nedicks' adver- tising push with the people actually working in the stores. Next step was a visit to each store by morning man McGuire. A friendly handshake with each employee, a chat with each man- ager, and a photograph of the event. Tex & Jinx, WNBC, interviewed grocers' wives to get taped commercials for orange concentrate Each manager got an autographed print as a souvenir. Six weeks of experimentation in Philadelphia convinced both company and agency they were on the right track. As ad money and participations became available, more and more morning disk jockeys were added. Finally, on 1 January 1951 a battery of 10 were boosting the economy and stomach-filling virtue of the 15# break- fast, the flavor of Nedicks orange drink. Impact built up gradually. As Ad Manager Scully puts it: "Our experi- ence gives proof to the radio boys' pitch that you have to stick with it 13 weeks before you can expect things to happen. It was almost exactly 13 weeks before we really began to feel the impact of our radio advertising." By then, too, new gimmicks had been added to exploit Nedicks' air pro- motion to its fullest. One of the neat- est and most effective was having a store manager in each city deliver 15# breakfasts to each d.j and regular stu- dio staffer during the morning broad- cast. While morning man and engineer were munching a donut and sipping coffee, the manager got in some quick ad lib plugs for Nedicks. Main of these special snack-servers {Please turn to page 84) 27 AUGUST 1951 27 Sponsors cash in on kid premiums Never underestimate the power of a child in influencing sales. Here's how premiums promoted via air get junior on your side over-all "I swiped this from Harry S. Truman!" I lie I'm -i.lciil lias lli.ll elrjl . I \ ill mi fountain pens he presents as t:ifts. Any premium advertiser can tell you why. The inscription's "excitement value" exerts a strong appeal. Consequently, those pens are desired and prized be- yond any relationship to their mone- tary worth. Project this psychological strategy to air-advertised premiums for chil- 28 di en and you get the same result — only more so. Their reaction to ex- citement value is the dominant factor in the success of premium deals di- rected at them. It has even impelled them to respond to comic-book offers on such CBS adult shows as Lowell Thomas, Big Sister, Ma Perkins, and Beulah. How important are these promo- tions? A survey conducted l>\ the Daniel Starch Organization for Fawcett Com- ics Groups provides statistical proof that Junior is, among other things, the autocrat of the breakfast table. He dictates the choice of 64r/< of the packaged cereals consumed in this country. The report, based on over 2.000 personal interviews, "asked the mothers if they ever bought certain products because their children asked them to." They found that "children do ask for specific brands" and that SPONSOR "their mothers almost always buy them." Over 35,000,000 young Ameri- cans between the ages of six and 19 years spend billions of dollars and in- fluence the spending of many more billions. That stacks up as a potential box-top bonanza. Premiums for juveniles are most im- portant— if you want their business. "How do you go about finding a suitable item for a self-liquidating of- fer?" Sidney B. Silleck, Jr., Kenyon and Eckhardt promotion manager on the Kellogg account, poses the ques- tion— and the keynote of the answer. "The first and most important thing is to have a plan." You'll do well to base your plan on these five fundamentals. Choose: 1. The most effective psychological factor in selling premiums to children. 2. The most effective advertising media in selling premiums to children. 3. The most effective operational precautions in selling premiums to children. 4. The most effective techniques in selling premiums to children. 5. The most effective kinds of pre- miums in selling products to children. "I give that I may get" is the phi- losophy of box-top merchandising. You give something extra; you get extra sales in return. That gives the adver- tiser a justifiable reason for making an offer. But it doesn't necessarily give the kids a justifiable reason to go for it. What does? For practical purposes, excitement value is the only thing that induces I Please turn to page 73 ) Rings are big hit with kids Impact of kid premiums is pointed up by figures below which shoiv how often mothers cater to children's wishes Percent of children who ask for specific brands Cereals Mother said she bought brands asked for by children Desserts (Packaged) Product: Quaker Oats Description: Roy Rogers branding iron ring Price: $.25 and I boxtop Program: "Roy Rogers show,' MBS-radio Product: Cheerios Description: Movie Film ring Price: $.25 and I boxtop Program: "Lone Ranqer," ABC-radio Product: Peter Pan peanut butter Description: Ball point pen and magnifying glass ring Price: $.25 and I label Program: "Sky King," MBS- radio Product: Cheerios Description: Lone Ranger flashlight ring Price: $.25 and I boxtop Program: "Lone Ranger," ABC-radio Product: Kellogg Pep Description: Donald Duck ring Price: $.25 and I boxtop Program: "Singing Lady," ABC-TV and radio spots Product: Shredded Ralston Description: Magic-light tiger- eye ring (in combo with miniature TV set) Price: $.20 and I boxtop Program: "Tom Mix," MBS- radio Milk Fortifiers Tooth Paste Hair Tonic Automobiles Tooth Powder J MJ TIS II inci iccAsmtiiT itvi* From the A B C's of Comics Magazines — Fawcett Comics Group, 1947 Product : Kellogg Pep Description: Rocket ring Price: Free package insert Program: "Space Cadet," ABC-TV and spot radio Product: Kix Description: Atomic bomb ring Price: $.15 and I boxtop Program: "Lone Ranger," ABC-radio Product: Kellogg Corn Flakes Description: Baseball ring Price: $.25 and I boxtop Program: Spot radio Product: Kellogg Pep Description: Plastic ring Price: Free package insert Program: "Mark Trail," ABC- radio, "Space Cadet," ABC- TV and spot radio Product: Peter Pan peanut butter Description: Television ring Price: $.25 and wrapper Program: "Sky King," MBS- radio Product: Post Grape-Nuts Flakes Description: Hopalong Cassidy Concho Price: $.15 and I boxtop Program: "Hopalong Cassidy," CSS-radio It,, BOB FOBEJ3A^ To the majority of people the phrase "show business" designates a world of glitter and gaiety, great traditions, and fabulous characters. But to those in the sponsored side of television it often represents, unfortunately, a lack of sympathy for and an inability to achieve salesmanship. How many times have we had folks turn to us and state — "But this is show business. It's dif- ferent from advertising!" The accom- panying disdain signifies that the Phil- istines are attacking the Mu9es — that Mammon has violated the temple of Minerva. Well, when television differs from advertising we might as well realize we are talking BBC or some other govern- ment controlled, non-advertiser sup- ported medium. What this wind-up leads me to are my somewhat misanthropic views on PRODUCT: Veto (Colgate) AGENCY: Sherman & Marquette, N. Y. PROGRAM: Strike It Rich, CBS Last TV column I made same remarks re- garding the copy approach of a deodorant to the effect that the trioks employed com- pletely overpowered the product and prod- uct-story; the exact antithesis of this attack is being utilized by Veto deodorant. Here we get a straight, hard-hitting commercial. IKot a single trick, hut merely a direct pre- sentation of the product by a most con- vincing "announcer," in this case a damsel who was attractive, yet not of the jitterbug school. She tells about the product entirely in close-up. The only time in the entire min- ute that the camera leaves her face was a fcur-second "title-card" insert which was Uted to emphasize the "protective" qualities of the product. The audio was packed with intelligent reasons-wh) such as clothing-safe- ty. complete-protection, lack-of-irritation, etc. No Peabod) awards, Tin sure, will evei 1»' won by tin -i Veto commercials other than that of an assured sales-success. ( P..S. I al- ways gel a real kick out of produci nanus, trying to visualize the meetings that took place to lead to the bi'j decision. Wonder what I've been hearing and reading (even in this chaste publication I about the hiring of young people to become television copy writers. Whenever I come upon the advice that a so-called show-business background is essential or even helpful to the would-be TV- copy writer, I am prone to make a vul- gar noise between my tongue and up- per lip. This, let me state in all haste, is not the bilioused opinion of one who is bitter because he never made the grade in the the-ayter. I, too, have trod the boards ... in such sterling productions as the senior-class produc- tion (P.S. 837) of Admirable Crichton and the Drums of Oude. In addition my experience extends to the holding of a spear or two in some of the out- standing works of the late W. S. Gil- bert. So the following point of view {Please turn to page 83) how many folks attending these knew the neankig of the Latin word, Veto — or how manv watchinq TV know the English word for that matter?) PRODUCT: Carter's Little Liver Pills AGENCY: Ted Bates & Company, N. Y. PROGRAM: One-minute announcements The Ted Bates approach to television copy- is comparable to that which this agency sub- scribes in the other media; i.e. leave us not be cute but get right down to the subject and hammer it home hard. For Carter's Pills the Bates boys have used doctors, graphic s\mptoms, inserted news headlines, and re- lef — in fact every device that their space advertising has so effectively employed for so long. Two specific gimmicks in this one-minute Carter's film which deliver Loth impact and memory-value to the commercial are (a) the jittery woman which is an optical device that literally jitters the suffering lady, and (b) a new approach to the old chestnut "feeling like a new woman," here made most at- tention-gelling, as only television can do it; a smiling image of the woman forms from behind her and slides beside her — a simple but highly effective printing-trick, done fre- quently yet statically in space-advertising; here, with motion, it becomes quite terrific, the peopie in the him — woman and doc- tor— are both ordinary looking folks, thor- oughly convincing in appearance. But I must say I did find the woman's voice a bit stud- ied and unnatural. There is plenty of prod- uct display and a lot of sell packed into the minute. PRODUCT: Mi.tuts Maid Orange Juice AGENCY: Ted Bates & Company, N. Y. PROGRAM: 20-second chainbreak Right after having stamped the Bates agen- cy solely as a two-fisted hammer-and-tong group, I witnessed a 20-second announcement for Minute Maid packed with whimsey, lilt, and lyric. Here we are presented with ex- tremely clever animation in which a little girl picks oranges and, with lip sync, deliv- ers a cute little song. We then pan up to the sun which is animate and adds more words as well as music to the opus; the finale is a zoom up of the package thereby giving us pioduct identification, too, in this highly con- centrated 20 seconds. I might also remark that here is a Bates spot without a single frame of live action. Never would have guessed that ! 30 PRODUCT: Coca-Co/a AGENCY: D'Arcy Advertising Co., N. Y. PROGRAM: One-minute announcements It might seem incongruous (to an adult, at least) to bump spang into orchestra-leader Ralph Flanagan and shortstop Phil Rizzuto in the middle of a hoss-opera. But the Coca- Cola copy in the Western I caught on Sat- urday (4 August) carried it off admirably. Both of the filmed commercials featured the Coca-Cola Kids, a young boy-girl team that does a lively bit of terpsichore somewhat on the order of the Pepsi bounce and sings a lyric which gets across the idea that Coke is a natural drink. We then meet the testi- monial who reiterates that Coke is naturally great and next an older person (Ma, usual- ly) adds the same thought. This runs the gamut of "people," each helping to make a simple thought stick. The best part about the copy is its pace which is as vivacious and youthful as the product's market ... an ideal wedding. In one, some very limited animation, I felt, didn't quite come up to the spirit achieved by the live cast — but on the whole, the films were soundly conceived and well executed. SPONSOR The most important step in any SARRA Television Commercial Live action... stop motion... ani- mation . . . creative storyboards . . . are all part of SARRA servic : and each part of it is directed to the sale of the product. AR**r lllllh NEW YORK— 200 E. 56th Street CHICAGO — 16 E. Ontario Street Specialists in Visual Selling PHOTOGRAPHIC ILLUSTRATIONS • MOTION PICTURES • SOUND SLIDE FILMS • TELEVISION COMMERCIALS 27 AUGUST 1951 31 Evolution of a talent contract This SPONSOR department features capsuled reports broadcast advertising significance culled from all seg- ments of the industry. Contributions are welcomed. Radio-TV ftelp Ruppert to first profit since 1948 For the first six months of 1950 the Jacob Ruppert Brewery of New York showed an operating loss of $614,667; the first six months of this year brew- ery sales charts showed a net profit of $34,774. The secret behind this sales recoup: a saturation announcement campaign; selective TV plus fine pro- motion tie-ins behind a new package; a new label and a new brand — Ruppert Knickerbocker beer. Knickerbocker beer was introduced on 1 March and backed by a $2,000,- 000 ad budget. Radio announcements throughout the Ruppert sales territory ( New York, New England, New Jer- sey and northeastern Pennsylvania) hawked the new brand. Film commer- cials on NBC-TV's Broadway Open House made New Yorkers Ruppert-con- scious. The result : from red ink to black, with the famous Ruppert Brew- ery showing its first profit since 1948. Now Frederick M. Linder, president of the Jacob Ruppert Brewery, an- nounces the introduction of a seven- ounce bottle of Knickerbocker beer. Ruppert trade mark is as familiar as Schnozzola Meanwhile, to maintain the sales up- surge Ruppert and Biow, their ad agen- cy, are continuing their hard-hitting radio saturation campaign plus spon- sorship of Candid Camera on 27 Au- gust in New York (WJZ-TV), New Haven (WNHC-TV), Boston I WN AC- TV), and Providence (WJAR-TV). Time: Monday, Wednesday, and Fri- day, 7:15 to 7:30 p.m. • • • Sirup shop triples tire recap business in tico years A radio programing idea transplant- ed to video has proven an excellent sales vehicle for Dayton's Grismer Tire Company, a firm specializing in tire recapping. The show: a 15-minute. once-weekly swap shop stanza. It all began almost two \ ears ago. Horse trade peps up tire company shows, sales Charles L. Marshall. Grismer Tire Company president, wanted a cam- paign that would increase mail, tele- phone and store volume. Jim Bridges, vice president of Guenther, Brown & Berne. Inc., Dayton ad agency, sug- gested the swap shop format; show title, Crismers Swap Shop, WHIO-TV. Among the viewer-attracting swaps have been an 8mm movie camera, bi- cycle and a 32-calibre pistol for a ro- deo-trained palomino horse. One par- ticipant traded a monkey for a 1936 Chevrolet. Other trades involved a llama-skin rug, a restaurant, Chinese brocaded robes and a vintage Maxwell auto valued at $10,000. Saleswise, the two-year tally shows the tire recapping business tripled I in a new $125,000 building with crews working 24 hours a day) ; franchises secured for a full line of nationally- advertised home appliances and Fire- stone auto accessories, and the dou- bling of dollar volume. * * * 1. Proposition: Harry S. Goodman dis- cusses 14-hr. transcribed show with Burl Ives 2. Hesitating: Ives and his representative, Cy Pitts, ponder terms, agree to wax show 3. Signed: Ives inks contract making "Burl Ives Show" available three to five times weekly Briefly . . . KWK, St. Louis, executives mix bus- iness with pleasure by entertaining sta- tion advertisers with studio luncheons. Among the lunches tendered recently were those for executives of Old Judge Coffee; Borden; and Mayrose Packing, all long-time KWK advertisers. * * * Broadcast advertisers can get the latest information on the Baltimore market in WFBR's new promotion booklet, "WFBR, Big in the Big Balti- more Market." Station reports trad- ing area sales up in food stores, gen- eral merchandise sales, automotive sales and sales of drugs. # # * CBS Network Sales devoted its 1 August Marketing Analysis report en- tirely to excerpts from sponsor's "Fall Facts" issue. Among the quotes in the four-page sheet: Charles S. Beardsley. board chairman of Miles Laboratories, commenting on the 'perfect union' of Alka-Seltzer and radio; comparison of 32 SPONSOR radios cost-per-thousand with other media; and the bonus value of radio this fall. * * •si- Don Kearney. ABC's manager of TV Spot Sales, recently received proof of sponsor's world-wide readership. A friend in Ireland wrote to Kearney mentioning he had seen Don's photo on the cover of the 26 March issue. The magazine, he mentioned, was sent to him by a TV consultant in San Francisco. -:f * *:• Rising costs in every phase of the radio industry have made necessary the first increase in KVOO local advertis- ing rates in 11 years. The Oklahoma station, in announcing the new local rate card, sent a letter to some 150 lo- cal advertisers. Included was a copy of a recent advertisement which ap- peared in SPONSOR outlining KVOO's increased listenership. -;:- « * When Budweiser Beer's world-fa- mous Clydesdale horses began a tour of Newark, N. J., recently, radio went along. WNJR's "Farmer Will" Piegel- DOLLAR FOR DOLLAR THE XL STATIONS DELIVER THE BIGGER MARKET L Budweise ANHEUSER-BUS WNJR's Farmer Will broadcasts "Bud" ride beck gave listeners a running account of the trip and interviewed team-mas- ter Walter Brady. Pan American Broadcasting Com- pany, international radio station rep- resentatives, staged an unusual promo- tion for one of their clients recently. The stunt: a series of four teaser post cards mailed to 100 timebuyers and advertising executives. First card of- fered $25 for the solution to the sales riddle "RC plus 4 equals CR ding dong." Second card offered one hint and $15; third card, two hints and $10; fourth card announced the winner and answer. Answer: "Radio Ceylon plus four beams equals cash register ringing up sales." Winner: Evelyn (Please turn to page 801 Markets DEAD OR ALIVE . . . YOUR REWARD IS HEREI Since time began there have been 'Them WHAT HEARD' and "Them WHAT SAW . . . The BAD MAN in the woodpile is the misinformed impression as to the comparative sizes of these two groups. RECENT SUR- VEYS HAVE PROVED 'Them WHAT HEARD' is the larger group. In a recent, thorough investigation, Advertising Research Bureau (ARBI) interviewed scores of persons who shopped in ADVERTISED stores, LEARNED that 54.5% got their information exclusively from the XL Stations. 54.5% radio 12.3% BOTH 33.2% n£wspaper LET US PROVE IT! Clip this coupon and receive the "Proof of Putting" 1*4 TH***' Add'*" St»*e KXL KXLY KXLF KXLL KXLJ KXLK KXLQ Eastern Sales Manager - Wythe Walker - New York Western Sales Manager - Tracy Moore - Los Angeles SERVING THE PACIFIC NORTHWEST 27 AUGUST 1951 33 m* •*%*»»& **'W& TAKE A TIP FROM MOTHER NATURE ver spend a few minutes standing beside a mountain stream or a brook meandering through an apparently level meadow and wonder why it chose that exact spot to build its course? The answer is simple . . . and it points a moral to radio time-buyers. Mother Nature never does things the hard way. She follows the line of least resistance to solve her problems with a minimum of fuss and bother. Wise time-buyers can take a tip from Mother Nature and follow the line of least sales resistance in the seven rich markets where FORT INDUSTRY stations are located. Like the mountain stream and the brook in the meadow, your message on any or all of the seven FORT INDUSTRY stations follows the line of least sales resistance to the loyal, responsive audiences that have been built by years of broadcasting in the public interest. Check the stations listed below and make sure they are on your schedule. You'll be glad you did. THE FORT INDUSTRY COMPANY WWVA, Wheeling, W. Va. • WMMN, Fairmont, W. Va. • WSAI, Cincinnati, O. WSPD, Toledo, O. • WAGA, Atlanta, Ga. • WGBS, Miami, Fla. • WJBK, Detroit, Mich. WSPD-TV, Toledo, O. • WJBK-TV, Detroit, Mich. • WAGA-TV, Atlanta, Ga. National Sales Headquarters: 188 Madison Ave., New York 22, ELdorado 5-2155 want inquiries I 1 MAKE YOUR PITCH ON INQUIRY- PULLING, SALES -BUILDING On radio stations in 18 leading markets, a manufacturer recently offered a booklet. Not for free. For 10c in cash! KDKA's "Shopping Circle" (9:30 AM Monday through Friday) sold more hook- lets than any other station. . more than the second and third stations combined! That's the kind of result you can expect on 50,000-watt KDKA.. the station that's a tradition to more than 7 million people in the bustling, tri-state Pittsburgh area. For further information, get in touch with KDKA or Free & Peters. MJlYat! KDKA PITTSBURGH |p We^Uufliauie Radio- Btatianl 9 tic WBZ • WBZA • W0W0 • KEX • KYW • KDKA • WBZ-TV National Representatives, Free & Peters, except for WBZ-TV; for WBZ-TV, NBC Spot Sales 36 SPONSOR Dots represent CAB-member radio stations RADIO SECTION ^1 AN \1)A i;- a sleeping gianl aroused from il> slumber. ^* Over the last decade it has quietly undergone a revo- lutionary change, so much that the U. S. can hardly recog- nize its sprawling neighbor to the north. Economically, so- cially, and (with the inclusion of Newfoundland recently) even physically, it is shooting up miraculously. By now, through a process of solid growth, it has emerged as a major world market that can't be ignored by the American ad- vertiser. Yet the Dominion is so little understood by outsiders that one of Canada's noted writers, Bruce Hutchinson, has been able to devote a book to it. Canada — The Unknown Country. To help interpret this unknown giant to American adver- tisers, sponsor is proud to be the first American publica- tion to present a complete section dedicated to Canadian radio. In the following pages, you'll find a comprehensive market portrait of this country of over 14,000.000 people 27 AUGUST 1951 with a national income of $16,000,000,000. Why should you invest in Canada? What are the people like? How can you best advertise your products to them? These questions are answered factually and analytically. How does Canadian air advertising differ from that in the U. S.? What are Canadian programs like? These questions are answered clinically. For convenience, we've separated our report into natural sub-divisions. Inside, you'll find an examination of the Canadian economy and its population; facts and figures on the Dominion broadcast set-up, along with interpretation of trends in network-spot advertising, radio research, CBC control, and the development of TV; tips on the character- istics of English-and French-speaking consumers; opera- tional procedures of successful advertisers in the Domin- ion; radio result stories; and individual analyses of Ca- nadian radio by well-known figures experienced in that field. 37 the market Not typii Q. Why should an American ad- vertiser invest in the Canadian market? A. Generalh. because he would be following the lead of other astute American advertisers who've discov- ered that Canada is the United States' best customer. I He can do so either by building a subsidiary company there; arranging for a Canadian firm to manufacture bis product on a license or royalty basis; or simply by export- ing his goods to Canada. I The Domin- ion's more than 14.001 ).()()() people. with a current national income of over $16,000,000,000. embody a rich mar- ket not yet fully tapped. An increasing number of American advertisers are beginning to discover this bonanza, with the result that Can- ada is now enjoying a boom unparal- leled since the days of the Yukon gold rush. According to the Dominion De- partment of Trade and Commerce, Americans now have a capital of over .15.890.000.000 invested in Canada, much of it centered in 2.400 subsid- iary companies of United States ori- gin. This is more than three times the $1,752,000.1)00 invested in Canada b\ the United Kingdom through its 000 branch companies. \\ hat's more, the total export-import hade between I niled States and Can- ada easily exceeds that between any other two counti ies in the world. In 1949, the I nited States sold to Can- ada nearlj $1,900,000,000 worth of goods an amount three limes as great as exports to its next best customer. the I nited Kingdom. About 50' < of Canada's total exports in 1040 worth $1,500,000,000— went to the U. S.. which is also Canada's best customer. Hands-across-the-border investments of this kind are paying off. A recent study by the Canadian Financial Post of 362 companies in Canada revealed dramatic increases in net earnings in 1950 over 1949. For example, the net earnings of 28 merchandising compa- nies rose from $34,000,000 in 1949 to $39,000,000 in 1950; that for 18 bev- erage companies from $155,000,000 to $174,000,000. Business is obviously looking rosy. Q. Does the Canadian government welcome American advertisers who wish to invest in the Canadian market? A. It does, zealously. Moreover, the American parent companies are aide to draw dividends from their subsid- iaries. In a typical year (1946), divi- dends from the then-2.015 Ameri- can-controlled companies in Canada amounted to $85,000,000. of which $71,000,000 was paid to the parent companies in the United States. According to the Dominion Depart- ment of Trade and Commerce, the some 375 new company branches that have opened up in Canada since 1945 are manufacturing everything from fire extinguishers, furniture, and hat blocks to ready mixed mortar, auto- mobiles, and perfume essence. Q. What investment potential does the Canadian market offer the American advertiser? A. The sky's the limit. Canadians, scanning their fabulous resources I their country is the third largest in the world, its span of 3,845.000 square miles being bigger than Europe, one quarter larger than the U. S.) point out that Canada's economy has never been more vital. While in 1939 the country's gross production of goods and services amounted to less than $6,000,000,000, today it has skyrock- eted to nearly $18,000,000,000. Amer- ican interests definitely have a stake in this burgeoning. Cleveland steel firms, their own resources exhausted, are putting $200,000,000 into the huge Labrador project now mining iron. Major American oil companies are in- vesting $300,000,000 in Alberta oil and "as fields. Q. Is it true that Canada is largely populated by Eskimos and Indians, along with a few lonely white per- sons, like Barbara Ann Scott? A. Phis stereotype is the vilest miscon- ception built up about Canada since Voltaire once loftily dismissed the Do- minion as "Nothing but a half acre ol snow." Yet United States ignorance about the Canadian population per- sists to this day. Largely, these cliches are based on Hollywood movies, which depict Canadians in terms of Motilities and trappers mushing through the vast wastelands of the North Pole. It would be just as fair to generalize about Americans in terms of films showing gangsters and horse opera cowboys. Actually, according to the Dominion Bureau of Statistics. Canada has a 38 SPONSOR • . ; ctually, Canada is heavily industrial miniscule population of 137.000 In- dians and 8,437 Eskimos. Although the new census figures won't be pub- lished until the end of this year, the best estimates place the total Canadian population at 14,500,000. Meanwhile, the Dominion Bureau of Statistics con- tinues to use a 1950 estimate of 13,- 845,000, despite an influx of over 100.- 000 displaced persons from Europe and some 150.000 Britons. This majority of over 14.000.000 is far from primitive. Half the popula- tion is of British descent; one-third French: other European strains make up the remainder. And rather than liv- ing in the wilderness, according to the Department of Trade and Commerce. 60% of the people dwell in cities and towns. Q. How does the Canadian stand- ard of living compare with that of Americans? A. It's virtually the same: like the American, the Canadian enjoys the comforts of life. According to the Do- minion's Department of External Af- fairs. 19 out of 20 Canadians have a radio; seven out of 10 have a washing machine; five out of seven homes have a telephone; 10 out of 13 homes, rural and urban, are electrically equipped: three out of five families own an auto- mobile; and a new home is being com- pleted in Canada every six minutes. Q. How does the Canadian cost of living compare with that of Amer- ica? A. Generally, Canadian wages are somewhat lower than those that pre- vail in the United States. I The per capita Canadian earnings have risen from about $375 some 12 years ago to $909 today, an increase of over 140f/r- However, the cost of goods ( except for luxury goods) is also lower in Can- ada. The per capita personal expendi- ture on consumer goods and services has risen from $343 in 1939 to $853 in 1950. Of special interest to adver- tisers is the fact that Canadian retail sales have risen from $3,436,000,000 in 1941 to $8,920,000,000 in 1950. • • • 27 AUGUST 1951 Hon- "typical" Canadian spent his income in 194S Source: Dominion Dept. of Trade and Commerce Expenditure Food (includes restaurant meals) $228 Tobacco, alcohol, beverages 78 Clothing 108 Furniture 13 House furnishings (except furniture) 8 Household applianees 27 Fuel 27 Automobiles 25 Auto aecessories 12 Gasoline and lubricants 26 Drugs, cosmetics, optical goods 14 Soap and cleaning supplies 13 Stationery, books, magazines, flowers, bulbs 11 Jewelry 6 Miscellaneous goods 16 Rent, household operation expenses 83 Transportation owner operated 11 Transportation — purchased 22 Attire and personal appearance 16 Phone telegraph cable, postage 9 Medical care, funeral expenses 32 Education 5 Recreation 10 Insurance, financial, legal services 36 Net personal expenditures abroad —6 Total expenditures on good* and services.... S830 Savings 55 Disposable consumer income S885 39 Ratio between circulation tld Canada: radio facts and figures Q. What makes radio an outstand- ing advertising medium in Canada? A. "Canadian radio is a real lalapa- looza," in the pithy phrase of Bill Hin- man. timebuyer at Kenyon & Eckhardt, New York, for the Kellogg Company of Canada, Ltd. Briefly, here's why: 1. It reaches more people than oth- er Canadian media. According to the Dominion Bureau of Statistics, 94% of Canadian homes are equipped with radio receiving sets. Daily newspapers, in comparison, reach not more than half of Canada's homes. 2. In a far-flung country like Can- ada (stretching some 4.280 miles from coast to coast, with an average of 3.57 persons per square mile compared with 45.1 for the U. S. ) radio is often the chief source of entertainment. There are fewer movies, night clubs, bars, virtually no TV sets, to bid for audi- ence leisure time. Besides, Canadians, with their relatively lower wage scales, tend to stay home more than Ameri- cans. Therefore, the parlor radio set is the fulcrum of family activity. 3. Canadian stations provide a high- er potential listenership even than American stations. The U.S., with 2.173 AM radio stations competing for the attention of some 150,000,000 peo- ple, has less than 60,000 potential lis- teners for each station. But Canada, with 150 AM radio stations directed to over 14,000.000 people, boasts al- most 100.000 potential listeners for each station. 4. Canadian radio is particularly tailor-made for the American adver- 731.1* $285 CFBR Toronto '"Thousands of homes 694.6* $340 CBL Toronto 51 2.7! * Sfain U tiser concerned with urban-rural mer- chandising of goods. The urban ad- vertiser benefits by the fact that 79' I of the Canadian population occupy a narrow strip of land 200 miles wide hugging the U.S. -Dominion border. In this industrial-manufacturing belt are 30 out of Canada's 34 cities of over 30,000 population. These cities con- tain 33.9% of the country's population, and here occurs 58.5% of Canada's to- tal retail sales. Of interest to the rural advertiser is the fact that the rest of the Canadian market accounts for over $3,622,465,000 in retail sales— 41.5', of Canada's total. Only radio reaches rural and urban markets adequately. 5. Finally, the American advertiser using Canadian radio gets a big bonus in cross-the-border listenership and product identification. This year, ac- cording to The Canadian Press, over 25,000.000 American tourists (with ra- dios in their cars or in the hotels at which they stay) will spend $275,000,- Leading Canadian advertisers use air medium. Executives, Association of Canadian advertis- ers, in picture at left: H. T. Venning, Shirriff's, Ltd.; J. G. Hagey, B. F. Goodrich Rubber of Canada; R. E. Sewell, Coca-Cola, Ltd.; J. A. M. Galilee, secretary, ACA; John O. Pitt, Canadian Fajrbanks-Morse Co., Ltd.; D. C. Bythell, Trans-Canada Air Lines; E. T. Gater, Sterling Drug, Canadian, Ltd.; R. R. Mclin- tosh, General Foods, Ltd.; Athol McQuarrie, General Manager, ACA; T. M. Atkinson, Ca- nadian Industries, Ltd.; Lee Trenholm, Pro- vincial Paper, Ltd.; Robert E. Day, Bulova Watch Co.; R. C. Scrivener, Bell Telephone of Canada; John M. Meldram, National Car- bon, Ltd.; H. T. Markey, Dominion Textile ions in ( anuda compared with I). S. outlets BBM combined homes that listen "6-7" days and "6-7' nights per week, Canadian □ BMB combined homes that listen "6-7" days nights per week, U. S. and "6-7" Time cost for one hour $400 ion B S. A. $250 CJBC Toronto 93.3 $250 190.2* $120 100.1* $100 37.5* $140 28.8* $120 21.5* $80 Station C CJCA CFRN Station D Station E Station F U. S. A. Edmonton Edmonton U. S. A. U. S. A. U. S. A. 000 in Canada. Also, Canadians visit- ing the U.S. this vear will spend over $193,000,000. Q. What potential audience can an advertiser using Canadian ra- dio reach? A. Altogether. 3.247.000 out of Can- ada's total 3,500.000 homes own at least one radio set. This works out to a fraction under 94% of all Canadian homes possessing at least one radio set. Q. Are Canadians still buying ra- dio sets? A. They are indeed Right now, Ca- nadians own over 5.000,000 sets less than 10 years old. Here's a further breakdown furnished sponsor by Pat Freeman, sales and research director of the Canadian Association of Broad- casters: Up until the end of June this vear. Canadians bought 305.263 new radio sets. Last year, they bought 778,295 Trend: U. S. sponsors using Canadian talent like "Ford Theatre's" Whitteker, Agostini, Savage sets. The cumulative purchase of radio sets from 1925 until today amounts to 7.908,158. And the cumulative radio set sales from 1945 to 30 June, 1951, is 4,160,258. "It's interesting to note that, during the five and a half years since the end of the war," adds Freeman, "Canadi- ans have bought over 4,160,000 new receiving sets — this in a country that has only 3,500.000 households. In fact, in five years following the war, Cana- dians bought more radios than the total circulation of all the daily news- papers in the country." Q. How do Canadian radio rates measure up against American rates? A. Extremely economical. For a de- tailed comparison, see the chart above. For example. CFRB, Toronto, which offers one of the most expensive time costs in the Dominion, charges $285 an hour for a circulation of 731,060 (combined six-seven times weekly day and night homes, BMB). A typi- cal American station in the Midwest, with a circulation of 512,700 (same basis, American BMB), charges $660 per hour. And with regard to talent costs, one American advertiser, who preferred not to divulge his name, told SPONSOR: "The beauty of advertising in Canadian radio is that talent costs 27 AUGUST 1951 41 Canadian radio homes In; province Province Population Households % Radio Radio Homes Newfoundland 352,000 73.O00 74.0 54.000 Prince Kriward I sland 93.580 21,000 86.2 18.100 \\ SPONSOR after .1 I >ominion-wide survey : r 20 2.v; rl lla- • Horace N. Stovtn, who represents o\i- Canadian stations: "Our business is up over Inst year's. Much of it is coming fron lional advertisers — like Colgate-Palmolive-Peet, using local ii> «• programs; Goodyear Tir.- & Rub- ber, usiim announcements, co-op and local pro- t;r:iiu-; I' .V. <.. using announcements; Ex-Lax, an- ' .in.rii-; and General Foods, with local pro- grams and announcements. Kii;ht now, our future fall billings an- over $350,000." • Peter V Harrlcks, account executive, Vickers A Benson, 1.1,1.. Toronto: "Our radio billings ore waj up over 1950. Ju-t a few of our radio ac- count! .>r«- tin- Canada Starch Company, a subsid- iar> of Corn Products Refining, using national ■pol and BoMlon III,,. I.,,.; Johnson's \X ax, using Qui Sni» U? (Whn Am I?) on the French net- work; 7-1 p. one-minute am nccments in \\ »■-.;- crn Canada; Groves Laboratories, announcements i Please turn to page 58) I !>•> I : Studios are modern when Dempsey returns. Man at left is engineer (right) in top picture 44 SPONSOR J. hose 13 Million are the Canadians who listen to the radio, over 93% of all Canadian homes. They do more than listen to the radio . . . They spend money, lots of it. Over 9 billion dollars last year is the latest estimate for retail sales. And with an oil boom in Alberta, uranium in Saskatchewan, and new heavy industry in Quebec there's going to be lots more spent in '51-'52. Just take a look at what's happening this year: Quebec is developing one of the larges' deposits of base metals in the world. The West is ready to harvest another bumper wheat crop . . . and it's already sold! British Columbia is building the world's largest aluminum refinery. Ontario has hit the jackpot with general construction and defense plant activity. The provinces on the Atlantic coast turned in retail sales of over half a billion dollars. And those are just a few samples. This is a rich market. But Canada is a vast country stretching 4,280 miles from St. John's to Vancouver, nearly 4 million square miles in area. Your problem is: How to cover this area, both urban and rural, with a maximum number of sales messages for every advertising dollar expended. It's no secret: Use radio. Every week effective sales messages go by radio into millions of Canadian homes; and every week those same homes buy the products advertised. It's as simple as that! With radio you cover the cities, the farms, and those isolated areas where there's lots of money and no medium other than radio giving complete coverage. The independent radio stations of Canada have done a big job in Public Service, and now it's paying off. Radio has the respect of the public- the sales punch that delivers the dollars. So, just figure out how much of that nine billion dollars could be yours and remember .... "In Canada you sell }em when you tell yeml" A message from the 103 member stations of the Canadian Association of Broadcasters whose roicps are invited into over 3 million homes every day. Canadian Association of Broadcasters 108 Sparks St., Ottawa 37 Bloor St. West, Toronto 27 AUGUST 1951 45 • • • • • • SENSATION • • (; »••• \ IqgOTc in tie Gajj, Nat 6ftg U^bh FIVE DISTINCT IDENTIFICATIONS FOR YOU Including Three Full-Length Selling Commercials! EACH HALF-HOUR PROGRAM A COMPUTE j EPISODE! ;fus$'n a\ / He's a reporter who holes bosses. She's an editor who hates j reporters . . . It's action-full, event-full fun for the entire family! * AN ALL STAR SUPPORTING CAST SHOW IS THE INDUSTRY! Canada: tips to radio advertisers Not long ago, Corey Thomson, the ur- bane and erudite commercial manager of CKVL, Verdun, Quebec, took a trip in the station's streamlined studio-on- wheels to Times Square in Manhattan. He then proceeded to hand out Canadi- an dollar bills to 32 passers-by, on con- dition that they allow him to tape re- cord their answers to questions about Canadian life. The good people of Verdun got quite a laugh when Thomson later played back over the air the response to his interviews. The allegedly sophisticated Neiv Yorkers knew virtually nothing about Canadian culture, most of their comments being on this order: "Oh, I know all about Canada — that's where trappers hunt polar bears." Within a year, 11 of the 32 New Yorkers took vacations in Canada, and they dropped around to say hello to Thomson. All of them apologized, say- ing: "Noiv we realize how little we know about your people." The imerican advertiser who wishes to make a winning sales appeal to Ca- nadians may easily fall into the same trap as these blase New Yorkers. His radio program and commercial copy may be based on fallacious stereotypes of the Canadian people, and will thus meet with ridicule. Or — almost equal- ly as bad — his advertising message may he founded on the misconception ilmt Canada is the U. S.'s 49th state, and that the Canadian nay of life is just an extension of American, mores. If he does that, the advertiser's mes- sage may well meet with resentment. To aid the American wlvertiser who wants to make friends with Canadian 48 customers, sponsor herewith presents a series of tips on the Canadian tem- perament, Canadian idiosyncrasies, Ca- nadian program tastes — in short, the range of nuances and characteristics that makes one country's people dif- ferent from another's. Because Eng- lish-and-French-speaking Canada differ so completely, each is treated separate- ly (see page 50 I, for tips on reaching F rench-Canadians) : I. English-speaking Canadians are neither Britons nor Yankees. An anonymous wit once described Canada as "the middle of the ham sandwich" — the Dominion being the ham caught between those two over- powering slices of bread, the United States and Britain. In large measure, this witticism is no longer true. Since the beginning of World War II in 1939, Canadians have enjoyed a grow- ing spirit of nationalism. Today, they are completely autonomous; they would resent being called a "colony" of Great Britain. True, the Governor General, who represents the King in Canada, is respected; but he is funda- mentally nothing more than a figure- head. While the political ties linking Can- ada with Britain have been weakening, the cultural ties cementing the Domin- ion with the rest of North America have been growing more firm. Canadi- ans have an insatiable curiosity about the American way <>f life. They are ready to accept established American radio talent over their own (the top 10 evening network shows in Canada, according to Elliott-Haynes for June, Disk jockey: Stu Kenney "Musical Clock," CKEY are all American, ranging from Char- lie McCarthy to Arthur Godfrey's Tal- ent Scouts ) . They read more Ameri- can magazines than Canadian periodi- cals ($12,000,000 worth of U. S. pub- lications a year ) . They read three American books for every one Canadi- an. Their movies, their comic-strips, their slang, their sports, their popular music — all are in the American image. But an American advertiser would be committing a blunder if he thought this cultural fusion implied that Ca- nadians consider themselves an ad- junct to the American Republic. Ac- tually. Canadians have a curiously am- bivalent attitude toward the U. S. On the one hand, they are glad to adopt much of its culture. But, on the other hand, their admiration of the Ameri- can way of life is tinged with perhaps SPONSOR lian programing resembles U, S. in quality, formats t: Canada version is "C.I.L. Stars Tomorrow" Mystery: Canadian taste runs to shows like "Sherlock" Soap opera: weeper above is Rinso's "Brave Voyage" polls; above, Wes McKnight, CFRB, Toronto Comedy: Records, humor with m.c. Harrison, CFCF, Mont. Special events: CFOS, Owen Sound, visit country fair a touch of envy, and so they are driven more strenuously to take pride in their own national achievements. Jim Matthews, radio director and account executive. James Fisher Ad- vertising Agency. Toronto, explained this cultural schizophrenia to sponsor this way: "When dealing with Mr. Average Canadian, you are dealing with an enigma. He is a man devoid of all the outward patriotic zeal dis- played by his American cousins. Yet he is deadly serious about problems and emergencies affecting the well-be- ing of his country. Probably one of the main reasons for this seeming na- tional lethargy is a pronounced lack of showmanship on the part of Canadian statesmen. Scan the list of Canadian political personalities and you will find [Please turn to page 66) Home talent: Westinghouse uses Canadian Wright Chorus U.S. talent: T. Dorsey big hit at CKY, Winnipeg 27 AUGUST 1951 49 // ^> ^ FRENCH-CANADIANS PREFER FRENCH TO U. S. TALENT: VISITOR FERNANDEL IS INTERVIEWED BY MC BAUTA, CKVL, VERDUN, QUE. Tips to advertisers in French-Canada I. I riiic/i-< m John B. Waterhole!" In a similar fashion, though less resoundingly, the Jean-Baptistes of the French-Canadian market have ceased to be the plow-and-oxen peasants de- picted so quaintly in tourist., advertise- ments. Today, thevre increasinglv streamlined citizens of the new Ameri- ca, and well worth the attention of the American advertiser. French-speak- ing Canadians, who form one-third of the Dominion populace, are scattered throughout New Brunswick, in the north country of Ontario, and around the circumference of popular CKLW. Windsor, in south Ontario. The ho- mogenous bulk of them, though — over I Please turn to page 71 I I iii/liv/i rer.vioii of a ic.vuro eoiniiierciuf 1st Ann: Mr. Motorist. There's :i great gasoline wailing for yiiu now at McColI-Frontenac dealers . . . the best gasoline nf any price'. 2nd Ann: It's improved Texaco Sk\ Chief with Volatane Con- trol— yes, Volatane Control! Controlled volatility and controlled octane in perfect balance for maximum car performance. J.st Ann: Because ili> volatility and octane arc controlled ex- actly right Sky Chief gives you faster starts . . . faster warmup . . . faster "zing" without "ping" on the steepest hills . . . and power . . . power . . . POWER! 2nd Ann: You sec. Skj Chief is a different gasoline — a super gasolim not just regular gasoline with additional anti-knock chemicals added. That's why it's better, that's why it will out- perform any — other — gasoline! 1st Ann: So — for those who want the hesl — it's Skj Chief: Drive in today at the Texaco sign — Red Star, Green "T" and ask your McColI-Frontenac dealer for Texaco Sky Chief — the gasoline with Volatane Control. Source: Erwin, Wasey of Canada, Ltd., Montreal. .Same pitch in Fn>nvh-Canatlian ifliotti 1st Ann: Atltomohilistes ! I ne gazoline extraordinaire voifl attend chez les depositaires McColI-Frontenac . . . la meilleun de loutes les ga/.olines. quel qu'en soil le prix. 2nd Ann: C'csl la Texaco Skv Chief amcliorce, aveo Volatani 'qui Mim- ic dis bien: Volatane equilihrc! Degre de voli tihililc el iudice d'octane s'cquilihrcnt parfaitement pour assure line performance maximum. 1st Ann: l.e degre de volatilitc el I'indice d'octane elant con I hrcs aree exactitude, la Sky Chief permel des departs plus rapid«| . . . nil rechauffement plus prompt . . • des ascensions en flerhj el sans cognemenl siir les coles les plus raides . . . et de I PlflSSANCE ... a revendrc! 2nd Ann: Sky Chief est diffcrentc des autres . . . e'est unj siiper-gazoline non pas line essence ordinaire a la<|uelle on I a joule des ingredients anli-detouantc. C'est pourquoi elle el mcillciirc «■! surpasse n'imporle quelle . . . autre . . . gazolinQ | 1st Ann: Alors, pour ceux qui veulenl ce qu'il y a de mieux c'est la Sky Chief! Arretez-vous aujourd'hui devant une enseign] Texaco avec I'etoile rouge et le T vert . . . et demandez Ski Chief ji voire deposilaire Texaco . . . Sky Chief, la gazoline ave Volatane equilihrc. tula's 156 radio stations— by provinces Call United States Letters Representative ISH COLUMBIA ck CHWK Weed & Co. Creek CJDC Donald Cooke Inc. us CFJC Weed & Co. CKOV Weed & Co. 0 CHUB Donald Cooke Inc. CKLN Adam Young estminster CKNW Forjoe & Co. n CKOK Donald Cooke Inc. wrni CJAV George CKPG Weed & Co. Rupert CFPR CJAT Weed & Co. rer CBR CBC ter CJOR Adam Young let CKMO Donald Cooke Inc. /er CKWX Weed & Co. CJIB Donald Cooke Inc. CJVI Weed & Co. CKDA Forjoe & Co. RTA CFAC Weed & Co. CFCN Adam Young CKXL Donald Cooke on CBX CBC on CFRN Adam Young on CHFA Omer Renaud on CJCA CKUA CFGP Weed & Co. Prairie Weed & Co. Ige CJOC Weed & Co. e Hat CHAT Weed & Co. er CKRD Adam Young ATCREWAN Jaw CHAB Weed & Co. attleford CJNB Albert CKBI Weed & Co. CKCK Weed & Co. CKRM Adam Young in CFQC Adam Young in CKOM Weed & Co. CBK CBC CJGX Adam Young i JOB A < ace La 3 ') 9 CKX CKDM CFAR CKSB CBW CJOB CKRC CKY Donald Cooke Inc. Donald Cooke Inc. Adam Young J. H. McGillvra CBC Donald Cooke Inc. Weed & Co. Adam Young City Call Letters United States Representative OM IK/O Barrie Belleville Brantford Brockville Chatham Cornwall Fort Frances Fort William Guelph Hamilton Hamilton Hamilton Kenora Kingston Kirkland Lake Kitchener Kitchener London Niagara Falls North Bay Orillia Oshawa Ottawa Ottawa Ottawa Owen Sound Pembroke Peterborough Port Arthur Sarnia St. Catharines St. Thomas Sault Ste. Marie Stratford Sudbury Sudbury Timmins Toronto Toronto Toronto Toronto Toronto Toronto Toronto Windsor Windsor Wingham Woodstock QUEBEC Amos Chicoutimi Granby Hull Jonquiere- Kenogami Lasarre Matane Montreal Montreal Montreal Montreal CKBB CJBO CKPC CFJR CFCO CKSF CKFI CKPR CJOY CHML CJSH-FM CKOC CJRL CKWS CJKL CFCA-FM CKCR CFPL CHVC CFCH CFOR CKLB CBO CKOY CFRA CFOS CHOV CHEX CFPA CHOK CKTB CHLO CJIC CJCS CHNO CKSO CKGB CBL CFRB CHUM CJBC CJRT-FM CKEY CKFH CBE CKLW CKNX CKOX Adam Young Adam Young CHAD CBJ CHEF CKCH CKRS CKLS CKBL CBF CBM CFCF CHLP Adam Young J. H. McGillvra Donald Cooke Inc. Adam Young Donald Cooke Inc. Adam Young Weed & Co. Donald Cooke Inc. Donald Cooke Inc. Donald Cooke Inc. Adam Young Weed & Co. Donald Cooke Inc. Donald Cooke Inc. Adam Young J. H. McGillvra CBC Donald Cooke Inc. Weed & Co. Adam Young Adam Young Donald Cooke Inc. Weed & Co. Donald Cooke Inc. J. H. McGillvra Donald Cooke Inc. J. H. McGillvra Weed & Co. Adam Young Weed & Co. Donald Cooke Inc. CBC Adam Young J. H. McGillvra H. N. Stovin Donald Cooke Inc. CBC Adam Young Adam Young Weed & Co. CBC Donald Cooke Inc. J. H. McGillvra Adam Young Weed & Co. CBC CBC Weed & Co. J. H. McGillvra City Call Letters Montreal Montreal New Carlisle Ouebec Ouebec Ouebec Ouebec Rimouski Riviere-du-Loup Roberval Rouyn Ste. Anne de la Pocatiere Shawinigan Falls Sherbrooke Sherbrooke Sorel Thettord Mines Trois Rivieres Val D'Or Verdun Victoriaville (undc construction ) Ville Marie CJAD CKAC CHNC CBV CHRC CJNT CKCV CJBR CJFP CHRL CKRN CHGB CKSM CHLT CKTS CJSO CKLD CHLN CKVD CKVL CFDA CKVM United States Representative Adam Young Adam Young Adam Young CBC Adam Young J. H. McGillvra Weed & Co. Adam Young Adam Young Weed 4 Co. J. H. McGillvra Adam Young Adam Young Donald Cooke Inc. Adam Young Adam Young Weed & Co. Donald Cooke Inc. Adam Young YEW BRUNSWICK Campbellton Edmundston Fredericton Moncton Newcastle Saint John Saint John Sackville PRINCE EDWARD ISLAND Charlottetown CFCY Weed & Co. Summerside CJRW I CKNB Weed & Co. CJEM Adam Young CFNB Weed & Co. CKCW Adam Young CKMR CFBC Weed & Co. CHSJ Adam Young CBA CBC \Ol .4 SCOTIA Antigonish Bridgewater Halifax Halifax Halifax Kentville Sydney Sydney Truro Windsor Yarmouth \E\\EOl Y»l..l>» Cornerbrook Gander Grand Falls St. John's St. John's St. John's CJFX Adam Young CKBW Donalc Cooke Inc CBH CBC CHNS Weed & Co. CJCH Adam Young CKEN Adam Younq CBI CBC CJCB Weed & Co. CKCL CFAB CJLS Weed & Co. CBY CBC CBG CBC CBT CBC CBN CBC CJON Donald Cooke VOCM Weed & Co. w Canada: how successful air advertisers operate Konson: French-tongue Walter Winchell, "Grignon," wins loca Some months ago. Paul McCoy, presi- dent of McCoy Products, New York, manufacturer of vitamin pills, thought it would be a good idea to try adver- tising his product on Canadian radio. He'd been using radio to sell effective- ly in Puerto Rico, Argentine, the U. S., and various Spanish-speaking coun- tries. But, even though his vitamins had been distributed in the Dominion for 30 years, he'd restricted his Ca- nadian advertising to the printed me- dia, largely because Canadian radio had been lax in promoting itself to American advertisers. Working through his account exec- utive, Bill Terrill. and copy chief, Flor- i-im -c O'Brien, al the Krwin. Wasej Ad- vertising Agency, New York. McCoy arranged for a 13-week schedule of Big mail pull, as in CHEX, Peterboro, is characteristic of radio's popularity announcements to be placed in the Ca- nadian market. They were used, fir*t two a day, and then one a day, over stations in Halifax, Montreal, Toronto. Winnipeg, Vancouver, and one other city. The campaign was a fizzle. Why? McCoy explains it this way : '"Sure, we made sales. But not enough. I realize now we made a mistake. We spread our radio advertising out too thin. This fall, we'll return to Canadian radio, but we'll concentrate our announce- ments three and four a day over sta- tions in Toronto and Montreal. I don't need to be sold on the potency of radio. What I do need is to find the right suc- cess formula." Finding the right success formula is a problem that besets every American advertiser who wishes to sell over the Canadian radio medium. Should the campaign be directed by an American or Canadian advertising agency? Should he use announcements, station breaks, or programs? Should the copy be written in New York and Chicago or Toronto and Montreal? How long should a radio campaign run before Canadian sales prove results? As an aid to the fledgling advertis- er seeking to find his way in the Ca- nadian radio preserves, sponsor here- with shows how other advertisers op- erate there successfully. U. S. soap operas, displays as in CFOS, Owen Sound, sell goods liBVCYl Canadian miser in "Man and His Sin," Hector Charland, woos fans One of the great mysteries that has always puzzled people in the broad- cast industry is this: when an Ameri- can advertiser operates a subsidiary in Canada, who makes the advertising de- cisions^— the advertising manager in the parent company, or the ad manager in the branch company? After making a detailed study of the subject, sponsor has found that, in about 9Q(/< of the cases, the final decision emanates from American headquarters. What's more, the same situation applies to American advertising agencies which operate branches in Toronto or Montreal. By and large, the important decisions — how much money to be spent, what media to be used, and where it should be directed — are formulated by execu- tives on the American side of the bor- der. It should be added, though, that executives in the Canadian branches provide the extremely necessary func- tion of offering guidance and mentor- ship. Too often, an advertiser in his Manhattan aerie takes a financial pratt- fall when he decides that he alone and unassisted is capable of determining what advertising fare Canadians like, and that they can accept his American- style advertising or lump it. The chief advantage of centralizing advertising operations in U. S. head- quarters, of course, is that of integra- tion. Another reason is that those nerve centers of the continent's adver- tising world — New York and Chicago — are supposed to contain personnel versed in the most up-to-date ad agen- cy savvy. Indeed, one Canadian com- pany, that doesn't sell its products in the U. S., uses a New York ad agency to place its Canadian radio advertis- ing. This is the G. T. Fulford Com- pany. Ltd., of Brockville, Ontario, manufacturers of Baby's Own pills and tablets. The advertising manager, H. C. Myers, in Toronto, has the account handled by John T. Kelly, Jr., of Street & Finney, New York; and that agen- cy's timebuyer, Helen Thomas, places one-minute announcements over 50 Dominion stations. This cross-the-border arrangement seems to have worked out nicely. Says Miss Thomas: "We've been handling the Fulford radio account since 1939, and they're quite happy, as shown by the fact that they're using more radio now than ever before. The station rep- resentatives in New York keep me in- formed about the Canadian market, and I also take trips up there to keep in touch with the latest doings." Vick Chemical A great believer in centralizing ad- vertising operations in the U. S. is the Vick Chemical Company, one of the largest drug distributors in Canada. Its subsidiary, Vick Chemical. Inc.. Canada, has been using radio advertis- ing in the Dominion for at least 15 years, to sell products like Vicks Va- porub. Vatronol, and Vicks Cough (Please turn to page 62) Government rules for food, drug ailvertisers 1. Don't use extravagant adjectives like "miraculous" "perfect" 2. Avoid phrase "rich in vitamins," "high potency" 3. Don't use misleading label, "food iodine" 4. Stay away from word "fortifica- tion" ; use instead "added," "increased" 5. Don't claim doctors en masse endorse your product 6. Dont say you 11 "guarantee" product; better say you 11 "offer" to return purchase price 7. Don't say a patent medicine will "cure"; use "alleviate" S. Don't say food is "perscribed" or "balanced" ; don't say "health food" 9. Don't use "better" or "richer" unless you're comparing it with product previously made by you 10. Don't say "Hamburg steak," "Spanish onion," "Boston beans" unless it's made there; use ivord "style," "type" 11. Don't use "Nature," "Nature's Way" 12. Don't claim food is "non-fattening" 13. Dont say milk is "creamy" 14. Don't say laxative will produce "natural motion" 15. Dont say toothpaste will "tighten teeth," "stop bleeding gums" or "treat pyorrhea" ; say it'll help tooth brush remove food particles For capsuled Canada radio success stories, see pages 54, 55 ► ] PERSONAL LOANS CHRISTMAS CARDS C SPONSOR: Household Finance Corp. AGENCY: Direct CAPSULE CASE HISTORY: This London. Ontario, of- fice of HFC aired five announcements weekly ($50) and reported LOO new loan applicants brought in by radio, outpulling newspapers three to one. Aon the HFC office has switched to sponsorship of a six-a-week breakfast newscast; cost is $115. Gordon Ferriss, of the HFC office, says inquiries and loans made as a result of the continued >iir campaign now exceed the above ratio over newspapers. CFPL, London. Out. PROGRAM: \nnutincements; Newscast SPONSOR: Henry's Book & Gift Store AGENCY: Dine CAPSULE CASE HISTORY: This store received a de '' layed shipment of 400 boxes of assorted Christmas card 10 days before Christmas. Already established with ..">< K each. His advertising approach: a saturation campaigi of 53 one-minute announcements costing about $159 it i thin a comparatively brief period, ibrams sold all 3( houses for a sales gross of $378,000. And the advertisei reports no other advertising medium used: all homes sola ns ii diiat result of his radio campaign. CKSF, Cornwall, Ont. PROGRAM: \. incemenl 1 r SPONSOR: W. 1). Brown VGENCY: Direct CAPS! II. CASE HISTORY: This lumber merchant was looking for a church program that he thought might ap- peal to area listeners, lie chose a five-minute weekly' Hymn of the \\ eek stanza at a cost of $8. After only the second program, a farmer bypassed his local lumber dealer to give Brown a $900 order for roofing because he liked the type of program. Sponsor reports that sales- wise and institutionally the show has proven its value. CHVC, Niagara Falls, Ont. PROGRAM: Hymn of the Week HELP WANTED ANIMAL FODDER SPONSOR: Shiriff's Ltd. AGENCY: Direct CAPSULE CASE HISTORY: The firm processes food products, many of them perishable. In one instance, Shir- k's needed additional help fast to package strawberries. ft was Saturday and there wasn't enough help in the >lant. The sponsor scheduled a series of help-wanted an- louncements. After a single announcement, costing :>22.50. the Shiriff switchboard was swamped with em- doyment seekers. After this one announcement pull, the est of the schedule tvas cancelled. '.KEY, Toronto PROGRAM: Announcement SPONSOR: Stanley McComb AGENCY: Direct CAPSULE CASE HISTORY: McComb heard that the cargo of a grain boat on the Great Lakes had become ivet. He bought the cargo on speculation realizing wet grain is excellent animal fodder. He then took one an- nouncement on Rural Litie for $3.50. His pitch: if dis- trict farmers wanted to buy wet grain (animal fodder) cheap it would be available at dockside the next morning. By noon the next day, McComb sold the entire shipload at a handsome profit. CFOS, Owen Sound. Ont. PROGRAM: Rural Line FRIED CHICKENS CHRISTMAS TREES SPONSOR: Manhattan Foods AGENCY: Direct CAPSULE CASE HISTORY: This Vancouver firm airs a 'fried chicken delivered to your home" theme. Railio is he only medium, with one-minute announcements ad- ibbed on Owl Prowl, a late-evening disk jockey show. Realistic touch: d.j. eats fried chicken and gives the com- nercial while nibbling on a wishbone. Manhattan Foods 'eports as many as 80 orders {several hundred dollar *ross) for each $12 announcement. KNW, New Westminster. B. C. PROGRAM: Owl Prowl SPONSOR: Joseph F. Alessi AGENCY: Direct CAPSULE CASE HISTORY: This Christmas tree shipper- was unable to buy his trees in Maine because the crop there was unmarketable. He had to turn to the local mar- ket, though it was late in the season and most buyers al- ready had contracts. Alessi concentrated 26 station breaks in a three-day period at a cost of $50. Final tally: he located, cut, and shipped over 60,000 trees and realized a profit of over $1,000. CKBW, Bridgewater, N. S. PROGRAM: Station Breaks CANDY ORCHIDS SPONSOR: D. Vernon Ltd. AGENCY: Direct CAPSULE CASE HISTORY: This Quebec candy manu- facturer sponsored Aunt Colette for six weeks. The ;how: 15 minutes of stories and music for children over Ive. The advertising idea: to promote the sale of St. Catherine candy for the traditional St. Catherine feast •lay. The French language program offered six bicycles is prizes in a contest; listeners sent in 10 wrappers with '.ach of their quiz anstvers. Result: $90,000 worth of •andy sold; cost, $917 plus prizes. :HRC. Quebec PROGRAM: Aunt Colette SPONSOR: Sam Bucovetsky Ltd. AGENCY: Direct CAPSULE CASE HISTORY: On Good Friday this de- partment store received 5,000 Hawaiian orchids air ex- press. The sponsor, scheduling them for Saturday sale. aired two announcements at 8:00 a.m. and 8:15 a.m.. Saturday. Cost, $16. No other advertising was used; no other effort made to acquaint the public with the or- chids for sale. By 8:45 a.m. there was a long line of im- patient shoppers. At noon, 80'/< of the stock was sold; by closing time it was a sellout. CKGB, Timmins. Ont. PROGRAM: Vnnouncements PORK SAUSAGES REFRIGERATORS SPONSOR: Sticklen Sausage Co. AGENCY: Direct CAPSULE CASE HISTORY: Sticklen wanted to intro- luce their sausage in the St. John area. Their ad venture: i daily five-minute quiz feature costing $45 weekly. With- n six iveeks, Sticklen obtained distribution in all St. John etail outlets and Sticklen sausage is now a top-selling Item in the territory. The quizzes drew 3,759 letters in Ux weeks, each with a product wrapper. The daily prize \>§er: two pairs of nylons. |:HSJ. St. John. N. B. PROGRAM: Quiz Show SPONSOR: Firestone Drain- Store VGENCY: Direct CAPSULE CASE HISTORY: This appliance store had a new shipment of refrigerators and wanted lo tell the pub- lic about them. After a series of announcements ran briefly, the sponsor sold 11 refrigerators in one weekend. This represented a sales gross of well over $3,000 on an expenditure of under $50. The d eider also reports that radio is particularly advantageous for seasonal promo- tions, and pre-holiday campaigns. CHEX, Peterborough, Ont. PROGRAM: Announcements If 'li«i are the advantages of Canadian radio for U.S. national advertisers seehing distribution there? Paul McCoy President McCoy's Products, Inc. New York Mr. Cooke The picked panel answers Mr. McCoy Why should American adver- tisers advertise on Canadian ra- dio? Well, they certainly use U. S. radio quite ex- tensively (with wonderful r e - suits ) — and Ca- nadian radio is a far better buy than U. S. radio for several obvious reasons. It's every bit as effective as American radio and much, much less expensive on a per impression basis. Canadian radio enjoyed 41.59? greater coverage on the basis of popu- lation alone. For a specific example, compare Toronto with Atlanta. Metro- politan Toronto ha6 about a million and a quarter people and only six sta- tions. Metropolitan Atlanta, with 670,- 000 people, lias 10. Radio reaches more Canadians pro- portionately. For one thing, there's no competition from television in Canada — except for a few thousand sets in a few border areas. This condition is likely to exist for some time. Radio has to compete with television in over '>ll'< of all l!. S. homes. Canadian radio also gets less competition from other forms of entertainment. Its a well known fact thai Canadians, as a rule, spend far more leisure time in the home than do Americans. Except for three or four of the larger cities there is little if any night life. Proof of the extent of radio listen- ing in Canada is contained in Elliott- Haynes' rating surveys. From January to April. 1951, the average 9:00 a.m. to 9:00 p.m. sets-in-use figures for met- ropolitan listening were: Montreal (English) 29.9; Toronto. 30.1; Winni- peg, 35.9; and Vancouver. 28.1. Rural listening figures I February. 1951 1 were even higher — Toronto area. 33.1; Winnipeg area. 38.2; and Vancouver area, 35.7. There are several other important advantages of Canadian radio. Trans- portation facilities have not kept pace with the rapid development of Cana- da's northern areas; consequently, there are several bustling and prosper- ous communities where newspaper ser- vice is negligible. These communities are almost entirely dependent upon ra- dio for news and advertising. The same holds true for many areas in Western Canada. All this adds up to just one thing. American advertisers are getting great value for their advertising dollar on U. S. radio . . . but they can get far greater value on Canadian radio. Jack Cooke President CKEY Toronto An\ advertiser or producer of mass: appeal products will find that in Canada radio is the cheapest and easiest way to reach the greater number of peo- ple. To begin with, it is possi- ble to reach more people h\ radio than by means of an\ Mr. Weed other medium. The total circulation of all the newspapers, plus the total circulation of all the magazines pub- lished in Canada will not at any time equal or even approach the total num- ber of potential radio listeners. Furthermore, when costs are com- pared, it becomes clear that it is much, much cheaper to reach prospective buy- ers via radio than by means of any printed medium or combination of printed media. The inter-media story, prepared by Pat Freeman of the Canadian Associa- tion of Broadcasters, thoroughly docu- ments these facts. It is all too lengthy to be included here. However, several examples, chosen at random, may give some indication of the type and scope of the survey. Here are a few: In Montreal, $60 will buy one 188- line advertisement in the Montreal Ga- zette with an ABC circulation of 59,- 554, while the same $60 will buy a Class A quarter-hour program on CJAD, Montreal, with an average lis- tening audience of 137.494 people. In Regina, $574 will purchase 52 85-line advertisements in the Regina Leader Post, with an ABC circulation of 41,540. But $562 will buy 52 Class A one-minute announcements on CKCK, Regina. with an average daily listening audience of 111,875. However, the proof of the pudding is in the eating. More and more Amer- ican advertisers are spending more and more money each year in radio in Canada. The reason is obvious. Radio does a better job cheaper for them than any other medium in the Do- minion. Joseph J. Weed President Weed & Company New York 56 SPONSOR Mr. Caldwell Mr. Sponsor may take for granted that, although the conditions may be somewhat dif- ferent here, the essentials of ra- dio are similar in both our coun- tries. All the us- ual arguments for the use of radio in the United States — coverage, listen- er loyalty, "personal" selling and so on — are operative in Canada, but to a higher degree. Let's take coverage first: a count of Canadian noses reveals fewer people in the whole country than you have in New York State alone. Great distances separate us, and the greatest devourer of distance in the whole range of ad- vertising media is radio. Radio is the mass communications factor in Can- ada and is responsible more than any other for the welding of our people into a country. Radio's more than 94% penetration into Canadian homes is un- matched by any other media. Programwise, Canadian stations are very well off, indeed. Those stations with an affiliation with a CBC network have available to them many of the choice U. S. live shows (eulled from all four networks, too. incidentally ) ; and Canadian produced web features — which they supplement with local originations and the best of syndicated packages from all over the world. The stations independent of the networks have this to buck, and many of them, with much greater emphasis on local and open end shows, do so with good success. The result is a very healthy competitive situation, and a set of gen- erally happy and keen listeners. Again Canadians are not usually as gregarious as their American cousins. Lots of us like to stay at home a lot. While there's nothing unprogressive about Canadians, as long as our radio gives us what we want we'll listen, and long- Listener loyalty in Canada is very much tied up with the "personal sell- ing" for which radio is justly noted. Among those Americans who have sampled Canadian radio fare, there seems to be little doubt that things on this side of the border are a little more relaxed. Because our broadcasting reg- ulations cover the percentages of air time allowed for commercials, it's un- I Please turn to page 80 I WUmtke CHIPS aU DOWN Yes, when the chips are down . . . when there's catastrophe in any form, fire flood or storm, radio always gets the call . . . and always answers! Yes, radio always gets the call . . . Why? Because everyone knows that radio always answers . . . quickly, and effectively! Radio gets the job done! Only radio is proved and accepted as an important part of everyday living under every condition in every kind of a home! That's why . . . When the chips are down radio always delivers the goods ... be it flood warnings or sales information! You can depend on radio! You can depend on KVOO, Oklahoma's Greatest Station for more than a quarter of a century! Oklahoma's Greatest Station 50,000 WATTS 1170 KC NBC AFFILIATE TULSA, OKLAHOMA National Representatives — Edward Petry & Co., Inc. 27 AUGUST 1951 57 wkobout Potential lis- teners — day and night-time average 1945 I 24685/ I hour rate — day and night- time average *I60 00 1950 522,835 CKAC costs 47% less per listener NOW than in 1945! Even though increasing opera- ting costs force us to adjust our rates, CKAC remains your best advertising buy in French Can- ada. Latest B.B.M. figures prove our point ■ - CKAC covers Quebec at lowest cost per lis- tener, now as ever. CBS Outlet In Montreal Key Station of the A TRANS-QUEBEC radio group CEAC MONTREAL 730 on the dial • 10 kilowatts Representative » : Adam 1. Young Jr. - New York, Chicago William Wright - Toronto CANADIAN RADIO FACTS [Continued from page 44) and chain breaks for Fitch's Shampoo; and George Weston's Biscuits. with announcements and local programs." • Jack Cooke, owner. CKEY, Toronto: "Busi- ness is fantastically good. It's up 22% over last year's. CKEY grosses SI. 250.000 a year. Some 12% of our gross is placed through Don Cooke, our American representative, and altogether 90' , of our national business comes from Canadian subsidiaries of American firms. Our clients range from Lexer Brothers and Colgate-I'almoIivcPeel to Household Finance Corporation and the Ar- thur Murray dance schools." • Corey Thomson, commercial manager. CKVL. Verdun. Quebec: "As an example of how meteoric our business is, last April $273,000 worth of national advertising was waiting for time on »ur station. CKVL, in its fourth year of existence, now grosses over S800.OOO annually. Our clients range from both Bromo-and Alka-Scltzers to Lever Brothers and Ford dealers." • Phil Lalonde. manager. CKAC, Montreal : "Business is up 40% over last year's, giving us an annual gross of close to S1.00O.0O0. Among nationally known American sponsors who've taken to the CKAC airwaves are Gillette Safety Razor Company, Auto-Lite, Coca-Cola. Lux, Pepsodent. and Libbv's." Q. How do American advertisers use Canadian network radio? A. They do one of two things. Either they pipe an American network show across to the Canadian networks, cut- ting in with special Canadian-designed commercials; or else they housebuild all-Canadian talent shows on the Ca- nadian webs. Two examples of the first are Gillete Safety Razor Company which pipes the World Series Baseball (tames via MBS to the Dominion Net- work; and Sterling Drug, which pipes Mystery Theatre via CBS to the Trans- Canada Network. Two examples of the latter are the Toni Company, which sponsors the popular Wayne & Shuster Show originating from Toronto on the Trans-Canada Network; and General Foods Ltd.. which sponsors Lettre a Une Canadienne originating from Mon- treal on the French Network. Q. What American advertisers or their subsidiaries are the heaviest users of Canadian radio? A. Whoever they are, American ad- vertisers are warmly welcomed b\ the clan of subsidiaries now operating in Canada. John A. M. Galilee, secretary of the 34-year-old Association of Ca- nadian Advertisers, Inc., 85 Richmond St.. W., Toronto, told spoissor: "Of the more than 1(><) national advertisers who belong to the Association. 70' < have U.S. parent bodies."' Among the top 25 American subsidiaries using ra- dio are (not in rank order): I* & G. Lever. General Foods. Colgate-Pahn- olive-Peet. Kellogg. Vicks, Toni. Bor- den, William Wrigley. Jr., Pepsi-Cola, Coca-Cola, Kraft. Ronson, Swift Cana- dian. Whitehall Pharmacal, Carnation. Gillette, Ford Motors, H. J. Heinz of Canada, Sterling Drugs, Auto-Lite, S. C. Johnson Wax. Q. What are the major trends in American-Canadian radio advertis- ing today? A. There are three: 1. Despite the paucity of promotion- al lures sent to them, an increasing number of small and medium-sized American advertisers are awakening to the vast potentialities of Canadian radio, and are experimenting in the medium. Just one case of many was cited to sponsor by T. L. Dartnell. ac- count executive at the Dartnell Adver- tising Agency, New York, for the Iv\ Corporation of Montclair. N. J. "Not long ago, I received a brochure from the Canadian Association of Broadcasters," said Dartnell. "1 was so impressed by what I read, that I convinced the account to switch from newspapers to radio in Canada. This summer, we've been experimenting with a test campaign of announcements in Toronto for Ivy-Dry. our poison ivy cure. The product is also manufac- tured in Canada — at the Laurentian Laboratories. Montreal — but heretofore we'd been using the printed media, both in the U.S. and Canada. Had I heard more of Canadian radio oppor- tunities before, we might well have used the medium sooner." 2. As in the U.S., there's a definite trend in Canada toward spot radio. In part, as was pointed out to sponsor In Paul Mulvihill. Toronto station rep- resentative, this move is a natural cor- ollary to the American trend. As more American advertisers cancel out of U.S. web radio shows to sponsor TV shows, these American-originated AM shows can no longer be piped across to the Canadian networks. Therefore, the American advertisers are duplicating their Canadian coverage with spot ra- dio. 3. A third trend is the increasing tendency on the part of American ad- vertisers to use Canadian talent, rather than American talent, for Dominion network shows. Chief reason is that the sponsor wants Canadian listeners to identih themselves with the Canuck performers, and. ipso facto, with the product advertised. An exponent of this logic is the Ford Motor Company of Canada, which from L947 to 1949 was satisfied with piping the American 58 SPONSOR Ford Theatre across to the Trans-Can- ada network. The show then used Hol- lywood and New York actors; was di- rected from New York by the Canadian expatriate. Fletcher Markle. now a Hol- lywood producer. The only genuinely Canadian touch was the way the Cock- field, Brown Agency of Toronto was hired to look after cutting-in Canadian commercials. Since then, though, it's become a one-hour all-Canadian show. The pro- gram is produced by the talented Alan Savage of Cockfield. Brown. Q. If an American advertiser de- cides to use Canadian radio, will he find there an adequate measure of his program's listenership? A. He will, indeed. In some ways, Ca- nadian research is more advanced than that prevailing in the U.S. First of all, while the Broadcast Measurement Bu- reau in the U.S. languished recently after a brief, strife-ridden career (though its latest figures are still in use), the Dominion's parallel Bureau of Broadcast Measurement is still thriv- ing successfully. Indeed, the U.S. adopted its technique of measuring a radio station's circulation from Can- ada's BBM. which has been in exist- ence since 1944. I See "BBM works in Canada," sponsor, 16 January 1950.) Right now, according to Charles I Chuck I Follett, executive secretary of the BBM. the bureau is financed b\ 129 radio stations; 62 advertising agencies (including 12 in the U.S.); 39 advertisers I including two in the U.S., Campbell Soup and Miles Lab- oratories) ; and 11 station representa- tives I including two in the U.S. ) . In addition, American subsidiaries are able to use the services of two re- search organizations. Both make spe- cialized studies and both employ the Hooper-style telephone coincidental technique to measure program ratings and audience. One is Elliott-Haynes, Ltd., of To- ronto and Montreal, which has been gauging radio since 1940. The other is Perm McLeod & Associates, Ltd.. of Toronto and Vancouver, a market re- search firm which is a newcomer to the radio field but which already boasts over 86 station clients. Finally, a would-be radio advertiser can obtain a good deal of pertinent and helpful research data from Canadian station representatives on both sides of the border; and from the indefatigable Canada's Cream of the Crop from Coast to Coast Alberta — CKXL CALGARY British Columbia — CJDC DAWSON CREEK CHUB NANAIMO CKOK PENTICTON CKMO VANCOUVER CJIB VERNON Manitoba — CKX BRANDON CKDM DAUPHIN CJOB WINNIPEG Newfoundland — CJON ST. JOHN'S Nova Scotia — CKBW BRIDCEWATER Ontario — CKFI FORT FRANCES CJOY CUELPH CJRL KENORA CKWS KINGSTON CJKL KIRKLAND LAKE CHVC NIAGARA FALLS CFCH NORTH BAY CKOY OTTAWA CHEX PETERBOROUGH CHOK SARNIA CHLO ST. THOMAS CKCB TIMMINS CKEY TORONTO Quebec — CKVL MONTREAL-VERDUN CJSO SCREL FRENCH RADIO ASSOCIATES rep res en ted bu: Donald Cooke, Inc. NEW YORK DETROIT CHICAGO CLEVELAND LOS ANGELES SAN FRANCISCO THE ONLY CANADIAN REPRESENTATION OF CANADIAN RADIO STATIONS IN THE USA. 27 AUGUST 1951 59 Make your product the first choice io Qoefaec area USE CHRC the first choice of radio-listeners in this 29 county area CHRC (the only SOflO watt station in Quebec city) reaches 250,000 radio homes and a $908,288,000 net effective huying income* For availabilities and rates, write, wire or phone our representatives : CANADA: Jos. A. Hardy & Co., Ltd. U. S. A.: Adam J. Young Jr., Inc. "LAVOIX DU VIEUX QUEBEC" Sales Management, May, 1951 Pat Freeman, and T. J. Allard, execu- tives of the Canadian Association of Broadcasters. 108 Sparks St., Ottawa, and 37 Bloor St.. W.. Toronto. Q. What is the Massey Commis- sion Report and why is it signifi- cant? A. The Massey Commission -- more formally known as the Royal Commis- sion on National Development in the Arts, Letters & Sciences — was appoint- ed by the government in 1949 to in- vestigate Canada's culture in general, and broadcasting in particular. Its five members consisted of four educators, headed by Vincent Massey, chancellor of University of Toronto, and one en- gineer, Arthur Surveyor of Montreal. Recently, it published its recommenda- tions to the government in the form of a report — a weighty tome of 517 pages. much of it devoted to broadcasting. What the report boils down to, a spon- sor editor determined after reading all 517 pages conscientiously, is that the commissioners regard themselves as an elite intelligentsia whose mission it is to castigate broadcasters as commer- cial Philistines. Four of the five commissioners ig- nored the complaint presented by 113 privately owned stations that the CBC "is at once competitor, regulator, pros- ecutor, jury and judge." They further rejected the stations' chief proposal that a separate, permanent body be set up to regulate both private stations and the CBC, like the FCC in the U.S. In- stead, the four commissioners stoutlv upheld the CBC for "combatting com- mercialization and excessive American- ization of Canadian programs." Too. the commissioners praised the CBC for catering to minority tastes, for trying to "elevate" public taste; and they quoted with approval the fantastically undemocratic credo of the BBC's di- rector-general, Sir William Haley: "Men who devote themselves to broad- casting must not do what noisy, unin- formed clamour tells them to do, but what they believe to be right." (In other words, don't give the people what they want, but regiment them into ac- cepting what an elite coterie thinks they ought to want.) Significantly, the one dissenting commissioner siding with the stations' |tlea for a separate regulatory board was the non-academic engineer. Arthur Surveyor. Like most Canadian broad- casters. Surveyor acknowledges the CBCs virtues. By enforcing stiffer reg- ulations on the content and spacing of commercial copy, the CBC has helped avoid the relatively unbridled excesses of U.S. radio stations, who. with their lack of self-control, threaten to kill the medium. Also, the CBC. through its experimental dramatic shows ( like An- drew Allan's prize-winning Stage '51 series I and its Wednesday Night talks and fine music, has added a distin- guishable Canadian flavor to the medi- um. However, unlike the other dilet- tante commissioners. Surveyor also realizes that advertising, whether vou like it or not. is an integral part of the cultural climate of Canada. Or in his words: "There is a tendency to un- derestimate the importance of adver- tising in the economic life of the coun- try " The upshot of the report is yet to be known. Its recommendations will be considered by Parliament this fall. Q. What's the TV situation in Canada? A. Television in Canada is today in a state of creeping growth. Right now, no TV stations are operating in the Dominion, but interest in the new me- dium is high, largely because of Amer- ican hoopla. According to a report sponsor received from Richard G. Lewis, publisher of Canadian Broad- caster & Telescreen, Canadians at the beginning of May this year had bought 56.284 video sets. The owners were re- ceiving TV shows from across-the-bor- der stations. Citizens of Windsor, On- tario, owned 24.195 sets, or 43% of the total; people in the Toronto-Ham- ilton area of Ontario had 19,969, or 35% of the sets; the Niagara Penin- sula had 9.228, or 17% of the sets; and others, many in Vancouver-Vic- toria, British Columbia, had 2.892, or V < of the total sets. Q. What's the status of the CBC TV network? A. Its growth has been virtually sta- tionary. In March. 1949, the govern- ment issued an interim policy report. It gave the CBCs Board of Governors control of Canada's TV broadcasting, and provided the CBC with a loan of $4,000,000 to begin developing video. Since then, two CBC television stations have been in a slow process of con- struction in Toronto and Montreal. 60 SPONSOR CBC officials say the buildings have been delayed because of steel short- ages, but the latest report has it that the two TV stations will be completed by the fall of 1952. This snail's pace is in accord with the Massey Commis- sion's solemn dictum: "that Canada proceed slowly with television, since it is bound to be costly, and economies may be effected by profiting from ex- perience elsewhere." Meanwhile, the CBC has applied to the government for another TV loan — of $5,500,000. Ostensibly, part of this money will be devoted to the Canadian Bell Telephone Company of Canada, which has just signed a five-year con- tract with the CBC to provide commu- nications for a TV network service. The network will link Toronto, Mon- treal and Buffalo, N. Y. Starting date of the limited network has not yet been announced, but it is known that Bell of Canada will get $225,500 a year for its services. Q. How long will it be before TV becomes a potent national adver- tising medium in Canada? A. In the words of Waldo Holden, commercial manager of CFRB, Toron- to: "a good many years." He lists these reasons why: 1. The cost of TV sets in Canada is prohibitively beyond the average mass income. The average TV set in Can- ada, including servicing charges, costs about $500, and the Dominion imposes stiff impositions on down-payment in- stallment buying. (An optimistic TV manufacturer in Canada predicts that once TV gets under way there, the maximum potential for receivers in Canada will be 250,000 sets annually.) 2. The CBC will not put on enough mass taste TV programs that will sell video sets. Holden feels it will hand pick long-hair, rather than entertain- ment kinescopes on the order of Mil- ton Berle or Eddie Cantor. 3. TV stations, with their radius of coverage not exceeding 40 miles in Canada, will not reach the hinterland audiences, like farmers and lumber- men. And it is a fact that Canadian cities are widely isolated. 4. Finally, he feels that subsidiaries and Canadian advertisers will not be able to pay the high costs of programs which would be necessary to sustain a TV network. Also, the ratio between the program costs and the audience reached would be too great. * * * CANADIAN RADIO'S FOREMOST Advertiser-Service Organization represen ting exclusively ... The World's top producers of SYNDICATED PROGRAMS Featuring such stars as Lionel Barrymore, Mickey Rooney, Humphrey Bogart. Guy Lombardo, Ronald Colman, Eddie Arnold, Beatrice Kay, Lew Ayres, Adolphe Menjou, Samuel Hersenhoren. The "All-Canada" Family of Radio Stations British Columbia CHWK Chilliwack CFJC Kamloops CKOV Kelowna CKPG Prince George CJAT Trail CKWX Vancouver CJVI Victoria Alberta CFAC Calgary CJCA Edmonton CFGP Grande Prairie CJOC Lethbridge CHAT Medicine Ha* Manitoba CKRC Winnipeg Ontario CKOC Hamilton CFRA Ottawa CJCS Stratford CKSO Sudbury CFRB Toronto CFPL London CKLW Windsor Quebec CFCF Montreal Martitimes CFCY Charlottetown CFNB Fredericton CHNS Halifax CFBC Saint John CJCB Sydney CJLS Yarmouth Newfoundland CJON St. John's Program Division • Time Division ALL-CflNADflitflDIO FACILITIES Vancouver • Calgary • Winnipeg Toronto • Montreal 27 AUGUST 1951 61 SUCCESS STORIES {Continued from page 53) Drops. Though the company releases no figures, sininsok estimates it spends over $200,000 annually for its current schedule of one-minute announcements and station breaks over 80 radio sta- tions, and its program. Gerald S. Doyle ,\ en «, over five Newfoundland stations, the major advertising strategy is in the hands of Tom Watson. Manager in charge of Canadian Radio Advertising, aided b\ Radley Daly. Assistant Ca- nadian Manager, both of whom have permanent quarters on the 18th floor of a skyscraper at 122 E. 42nd Street in Manhattan. They work closely with Chet Slaybaugh. timebuyer, and Emory Ward, copy chief, at the Morse Inter- national Advertising Agency, New York. And they are responsible to Kirby Peake, general manager of the Vick Products Division of the Vick Chemical Company, New York. Or as Watson puts it: "We set up our own commercials and do our own advertising planning for Canada, but 7fa//OtfS£//M£% ^ ^Wfff^M^f}} /s yews rz/fioucH (§/gQ7n, YES, CKVL IS A FOUR YEAR OLD RADIO PHENOMENON . . . IN 7947 WE HAD 17% OF THE FRENCH AUDIENCE . . . TODAY 44.5% IN GREATER MONTREAL PLUS . . . MORE THAN THE OTHER RATED FRENCH STA- TIONS COMBINED . . . CANADA'S LARGEST PERMANENT STAFF . . . CANADA'S BIGGEST LIVE TALENT SPENDER . . . MODERN EQUIP- MENT . . . POWER PACKED PROGRAMMES THAT PULL . . . SPONSORS WISE REALIZE CKVL IS A MUST FOR THE MONTREAL- QUEBEC PROVINCE MARKET . . . PHONE, WRITE OR WIRE FOR REMAINING AVAIL- ABILITIES NOW! CANADA Radio & Television Sales Inc., Montreal and Toronto UNITED STATES Donald Cooke Inc. New York City Figures, verified by Elliott-Hayncs Ltd., are for July 1951 evenings. are subject to top management in New York for the money spent." Their operation is fairly simple. Watson and Daly develop their own commercials, using a 29-page Guide jar Manufacturers and Advertisers booklet put out by the Canadian De- partment of National Health and Wel- fare. Messages designed for the Que- bec stations are adapted by a French- Canadian adapter in the New York of- fice; all commercials are then sent about a month in advance to be passed by government officials in Ottawa. "In all the 15 years we've dealt with them, the CBC officials have been very helpful and cooperative about commer- cial copy," says Watson. "They don't like words like 'amazing' and 'contagi- ous'; and they prefer you to say a drug 'relieves' rather than 'eliminates" an illness. But that's okay with us. We believe in simplicity in commer- cials, not extravagant superlatives." A typical Canadian Vick commer- cial reads this way: SOUND: Whistle. AN NCR: Today . . . Canadian moth- ers know that the best-known home remedy you can use to relieve miseries of colds is the one and only VICKS VAPORUB. The moment you rub it on the throat, chest and back. VAPO- RUB starts right to work to bring re- lief two ivays at once. Its special me- dicinal vapors penetrate direct into cold-congested breathing passages. And ... at the same time ... it stim- ulates chest and back surfaces like a warming, comforting poultice. . . . Vick Chemical is obviously sold on the virtues of Canadian radio. This October, it plans to introduce a new product. Vicks Medi-trating Cough Syrup, to Canada entirely by radio, using a nation-wide announcement campaign. Watson adds: "When TV comes to Canada, we'll be among the first to use that medium, too." Ronson Another American advertiser which centralizes its cross-the-border adver- tising operations in the I . S. is the Ronson Art Metal Works in Newark, Y ,1. The Dominion ad strategy is handled by Herbert Stein, advertising manager in Newark, aided by Barbara E. Jones. radio/TV supervisor, and Phil Leshen. timebuyer. at the Crey \dvertising Agency, Inc., New York. Over the past three years it has used the Mutual web show. Twenty Ques- tions, which was piped through to the 62 SPONSOR Dominion Network, with Canadian commercial cut-ins made in Toronto; and Le Journal De Claude Henri Grig- non, a 15-minute news show originat- ing on three stations of the French Network. The sponsor has recently dropped Twenty Questions, and is now scouting for a new American network radio show which will also be fed through to Canada. Grignon took a summer hiatus, but will be back this 30 September. Ad Manager Stein told sponsor: "Radio is a very good medium for us in Canada. This Grignon fellow is a combination Walter Winchell and Lou- ella Parsons, with a fine homey appeal. He gives us a remarkable average rat- ing of 18.9." The Grignon commercials are pre- pared by Bill Christy, copy writer at the Grey Agency, but the sponsor makes sure they are then adapted by special French-Canadian adapters in Quebec. A typical Ronson commercial, in its original English version, goes this way: GRIGNON: Now (announcer's name), can you tell us: What lighter fuel is best for any flint lighter? AN NCR: That's easy— Ronsonol! It must be the best, because it's Canada's largest-selling lighter fuel. And here's why: Ronsonol is specially blended to light instantly. It has a clean, full flame. Ronsonol has a pleasing fra- grance. And it lasts longer than most other brands — gives you more lights per penny. . . . Kellogg Operations of the Kellogg Company of Canada, Ltd., are a good example of smooth co-operation from units work- ing on both sides of the border. Lynn Rochester, advertising manager of Kel- logg Company of Canada, works out of the company's Dominion headquar- ters in London, Ontario. He makes ad- vertising decisions in cooperation with Howard List, ad manager at the par- ent Kellogg Company in Battle Creek, Mich. Rochester also has an intimate rapport with George Humbert, account executive, Bill Hinman, timebuyer. and Tom Carpenter, copy chief, at the Kenyon & Eckhardt Agency, New York. The Manhattan agency people, in turn, use George Macgillivrav, account ex- ecutive at the Toronto branch of Ken- yon & Eckhardt, for guidance on Ca- nadian mannerisms. All radio advertising copy, though, emanates from the New York agency, in Canada it9s PENN McLEOP RADIO RESEARCH by actual number of basic cities continuously rated every month Canada's largest radio rating service 12 BASIC CITIES EVERY MONTH: Halifax Regina Montreal Saskatoon Ottawa-Hull Calgary Toronto Edmonton Hamilton Vancouver Winnipeg Victoria 43 supplementary cities are included from time to time in Canada the trend is to PENN McLEOP May 1950 — 11 Stations MAY 1951 — 86 STATIONS Our Continuing Radio Audience Studies will help you keep in closer touch with your Canadian Radio Campaigns. Phone or write today for "The Story of Penn McLeod Radio Research." PENN McLEOP & ASSOCIATES LIMITED MARKETING AND RADIO RESEARCH VANCOUVER, B.C. 1673 West Fourth Avenue BAyview 3922 TORONTO, Ontario Bay and Gerrard Building PLaza 4093 27 AUGUST 1951 63 VITAL to the economy of Canada VITAL to the merchandising plans of any national advertiser HAMILTON ONTARIO, CANADA The Dominion's FIRST Indus- trial City (in per capita produc- tion among Canada's major cities) The Dominion's THIRD In- dustrial City (in total goods produced) The Dominion's FIFTH City in population (nearing the quar- ter of a million mark) 78,059 industrial employees earn an average weekly wage of #54.02— SECOND LARGEST of Ontario's major cities SERVED FIRST by Broadcasting Station CKOC . . . for the first seven months of 1951 the consistent daytime audience leader March (M-F) Elliott-Haynes: 28 out of 36 daytime % hours July (M-F) Elliott-Haynes: 30 out of 36 daytime % hours Contact: WEED AND CO. in the United States All Canada in Canada for the Canadian-distributed products All-Bran. Raisin Bran. Corn Flakes. Rice Krispies. Bran Flakes, and Corn Pops. The only exception is copy for the French-Canadian market, which is adapted through the Toronto agency branch. Right now, here's the sponsor's line- up of Dominion advertising: ( 1 I one- minute announcements on 45 stations, largely participations on women's, va- riety, and disk jockey shows; (2) transcriptions of the ABC and Mutual kiddie programs, Mark Trail I distrib- uted to 14 Canadian markets ) ; and Clyde Beatty ( distributed to 15 mar- kets I ; (3) the half-hour Saturday pro- gram. The Magic Diamond, originat- ing on the French Network. The tran- scriptions are pressed in the U. S., con- taining Canadian-slanted commercials, and are shipped "at relatively low duty cost" to the Canadian stations. Timebuyer Hinman points out: "Ca- nadian radio is a bonanza because it gives you the lowest cost-per-thousand. and because it gives such wide cover- age in both urban and rural markets. Stations in the Canadian West, in par- ticular, offer an amazingly wide cover- age. You can mark our Canadian ra- dio advertising as a success story." Lever Lever Brothers, perhaps because it is one of the heaviest advertisers in Canadian radio, has one of the most complex operational procedures. The brand advertising managers are all lo- cated in Toronto — for example. Mau- rice Brisebois. for Rinso and Lux Toi- let Soap; Robert Spence, for Lifebuoy and Lux; A. Z. Pengelly. for Sunlight and Surf: Bruce Johnston, for Birds Eye and Lipton's tea and soup; and Geoffrey Cudlip. for Rayve. The planning and writing of Cana- dian radio advertising, though, is han- dled in New York by the giant ad agen- cies, J. Walter Thompson. Ruthrauff & Ryan, and Young & Rubicam, who in turn get guidance from tbeir agency branches in Canada. Telephone mes- sages across the border are in constant flow. At J. Walter Thompson, Kenneth I links serves as Lever account super- visor in both Canada and the U. S.. and he is aided by the able and nim- ble-minded Canadian account represen- tative in New York. Philip Mygatt. \t Ruthrauff & Ryan, Lee Frierson is the Fever account supervisor in both Canada and the L. S.. aided bv four executives with a vast knowledge of Canadian culture, Vice Presidents George Huhn and Steve Bell, Tom Sla- ter, vice president of radio and TV. and Louis de Milhau. Canadian co-ordina- tor. At Young & Rubicam. Bruce Arm- strong is Lever supervisor. Although they are American, all of these execu- tives make it a point to travel to Can- ada constantly in order to keep in touch with the Canadian scene. Mvgatt, who lived in Toronto from 1941 to 1945 working out of J. Walter Thomp- son's branch there, says: "By travelling in Canada, you get a real understand- ing of the people. We believe in Ca- nadians. And we've been using Cana- dian-produced shows and employing as much Canadian talent as we can." J. Walter Thompson handles Canadi- an advertising for Lux Toilet Soap; Lux (which in Canada is a granule for heavy washing rather than a flake for fine lingerie, as in the U. S. ) ; Surf (handled by N. W. Ayer & Son in the U. S. market, but by Thompson in Canada ) ; and Rayve products. On its part. Ruthrauff & Ryan han- dles Canadian advertising for Rinso; Pepsodent; Lifebuoy Soap and Shav- ing Cream; Sunlight Soap; and Lip- ton's Frostee ice cream mix. Young & Rubicam handles Birds Eye products I distributed by General Foods in U. S., in Canada by Lever Brothers I . And here's the current status of pro- graming used for the various products: Lux Toilet Soap uses the Lux Radio Theatre, which is piped across to the Trans-Canada Network from CBS. with the same commercials being employed, except that messages for the American Lux Flakes are deleted. The show is also heard, in English, on CKAC. Mon- treal. Lux. the granule, uses the Canadian soap opera, Laura Limited, on the Trans-Canada Network. A French-Ca- nadian version, called Francine Lou- vain, is also heard on the French Net- work, with some of the commercial time also being shared with Lux Toilet Soap. Surf uses the 15-minute transcribed show five days a week. Let's Start an Argument, on 38 selected stations. On English-speaking stations, the show features Giselle Mackenzie (born La Flescbe I . the singing pianist, who is now in Hollywood, also being featured on ("oca-Cola's Mario Lanza Show. On French-speaking stations, the show is 64 SPONSOR called Qui Aura Le Dernier Mot, and it features the French-Canadian singer. Lucile Dumont. Birds Eye Products will use Kate Ait- ken this October on the Dominion Net- work and it will begin using Entre Nous, a French-Canadian women's show, on the French Network this fall. Rinso uses the Canadian-produeed- and-acted soap opera, Brave Voyage, on the Trans-Canada Network, and a French-language version. L 'Anient Voyage, on the French Network. It al- so uses the soap opera, Aunt Lucy (a Canadian-framed version of Spiv's Aunt Jennie in the U. S.) and a French-Canadian version. Tante Lucie, on the French Network. Pepsodent used to sponsor My Friend Irma as a Canadian-fed show, until it was recently cancelled. Right now. it uses the fabulous French-Cana- dian folk story, Un Homme Et Son Peche, featuring the miserly Seraphin. on the French Network. Lifebuoy Soap and Shaving Cream use local shows in the summer (wom- en's shows, news, disk jockeys I. and the rest of the year, announcements are used for the soap, and a hitch-hike on Un Homme Et Son Peche for the shave cream. Sunlight Soap uses a national spot campaign, and beginning this coming season, so will Frostee. Rayve uses spot, too. How do the ad agency men feel about the ability of Canadian radio talent? Tom Slater of Ruthraff & Ry- an, a veteran at directing and produc- ing shows himself, says: "Their acting ability is splendid. Beth Lockarbie. who takes the leading role of Helen Manning in Brave Voyage, and Giselle Schmidt, who does the same on U Ar- dent Voyage, are both polished crafts- men. Canadian directors, like Esse Ljungh, who handles Brave Voyage in Toronto, know their business; their tempo is slower, but apparently the Canadians are adjusted to that.'" Procter & Gamble P&G, which spends an estimated $1,- 500,000 in Canadian radio advertis- ing, uses an operational procedure quite similar to that of Lever. The chief difference is that, while Lever has adopted a policy of house-building Ca- nadian-talent shows. P&G pipes Ameri- can shows across the line largely. Five New York ad agencies handle the plan- ning and writing of P&G's Canadian radio advertising: Compton. Biow, attention... producers of package shows... interested in Canada!! ! ! I III III III III III • • • • • 6 • • • • • ••• ••• Jjefore "invading" Canada, remember what happened to Benedict Arnold here, and consider "local" representation. Without it, like other invaders, you may capture one market only to lose yourself in the snow! VV e are interested in representing a select few additional package shows, for radio or TV-to-be. Ours is a large staff of experienced broadcasters, calling regularly on the ten provinces1 stations, agencies, and advertisers. W e are proud to claim the respect and confidence of those who live by broadcast advertising. Let us be your guide to this lucrative radio land of 14,000,000 listeners. Other U. S. pro- ducers profit through our localized distribution. We can do a good selling job for you. LIMITED SIMCOE HOUSE, 150 Simcoe St PL. 8727 and 21st Floor, Victory Bldg PL. 8720 TORONTO, CANADA "It's Easy to do Business with Caldwell" 27 AUGUST 1951 65 Dancer-Fitzgerald-Sample. Benton & Bowles, and Pedlar & Ryan. Its wide programing scope is seen in this list of Canadian network shows it has been employing over the last year: On the Trans-Canada Network: Road of Life, Big Sister, Lije Can Be Beautiful. Ma Perkins. Pepper 1 oung's Family. Right To Happiness. On the Dominion Network: Beulah, Jack Smith. On the French Network: La Rue Principale, Quelles Nouvelles, Grande Soeur (using French-Canadian talent). Don Quinn, timebuyer at Pedlar & R\an for P&G, says: "For an adver- tiser who wants to reach the masses, radio is the best bet in Canada. The Canadian newspaper circulation doesn't have the same depth in Canada as newspapers in the U. S. Canadian ra- dio, however, has a deeply penetrating circulation and an unusualh faithful audience. Still another reason for the success of radio advertising in Canada is the fact that privately owned radio stations do a thorough promotion and merchan- dising job for national advertisers who sponsor local programs. (For a break- down of local Canadian success stories. see pages 54 and 55.) A random doz- en radio stations who do a dynamic program promotion job for American advertisers, either through plugs on the air, newspaper advertising, mer- chandising cards, or publication pub- licity, would include: CHUM, Toron- to; 'CFRB, Toronto; CKLW, Wind- sor-Detroit; CKVL. Verdun. Quebec; CHRC, Quebec City, Quebec; CFCF and CKAC, Montreal; CKNW, New Westminster-Vancouver, British Co- lumbia; CJOR. Vancouver; VOCM, St. John's, Newfoundland; CKX, Bran- don, Manitoba; CJDC, Dawson Creek, British Columbia; CKDM, Dauphin, Manitoba; CKOC. Hamilton, Ontario; CHSJ, Saint John, New Brunswick; CHLO. St. Thomas, Ontario. A sure indication that Canadians listen to the sponsor's program — and respond to it — is, finally, pointed out by the aggressive and affable Frank Murray, Montreal representative for the Horace N. Stovin station represen- tatives. In one year, Canadians write to their radio stations the staggering total of 100,000.000 letters a year. An American sponsor seeking a successful listenership in Canadian radio could hardly ask for a keener response than that. • • • ENGLISH CANADIANS {Continued from page 49) no Huey Longs. Fiorello La Guardias. or Wendell Willkips. It is not that we are without color, but rather that our colors are pastels instead of brilliant reds and blues. We tend to compro- mise. When the New Look came out in New York, Toronto women lowered their skirts only three-quarters of the prescribed length. Because of our wish to be individualistic-, we go only three- quarters of the way with American cus- toms." An American businessman catering to the Canadian clientele must always be conscious of the Canadians' under- Iving desire to find an identity for themselves. For this reason, Time and Reader's Digest put out all-Canadian- advertised issues, and, such is the Ca- nadian esteem for American opinion, the three pages of copy that Time de- votes to Canadian affairs is probably given more credence there than any Canadian newspaper editorial. For this reason, too, when the Kellogg Com- pany relays its American radio shows, SPONSOR Mark Trail for Corn Flakes and Clyde Beatty for Rice Krispies, into the Ca- nadian market, the New York ad agen- cy, Kenyon & Eckhardt. makes sure the commercials contain the identifying phrase "Kellogg Company of Canada." 2. English-speaking Canadians prefer less flamboyant commer- cial copy. Generally, Canadians do not like the sledge-hammer style of radio advertising. As Kay Dale, radio director of the MacLaren Advertising Company, Toronto, suggests, they re- sent this type of advertising because it seems overly-American. Jim Matthews of James Fisher elaborates further on this Canuck peccadillo: "One charac- teristic that Canadians have inherited from the British forefathers is that of perceiving the obvious. They resent Hollywood films that go to great length to explain something readily understandable to a six-year-old child. Numerous listener surveys have indi- cated a pronounced dislike on the part of Canadians for radio commercials with monotonous repetitions designed to bring out one simple selling feature. The Canadian consumer prefers to make a decision without being bludg- eoned into it by a series of repeated short, sharp, bombastic copy out- bursts." A typically restrained radio message is this copy prepared by W. E. Mc- Donald, copy chief at Atherton & Cur- rier, Toronto branch of the New York ad agency, for Cuticura Soap and Ointment: AN NCR: Cuticura presents . . . The Romance in Our Lives. HARP & ORCHESTRA: Musical sweep. WOMAN: (delighted) Flowers for me? How lovely! {lightly) But I'm getting too old to remember birthdays! MAN: Nonsense, darling! Your skin's as fresh as a little girl's . . . soft, smooth . . . delightful to touch! (MUSIC: Up & down under) AN NCR: Proper daily care helps keep skin clear . . . complexion radi- ant. That's why thousands of women are turning to Cuticura Soap and Oint- ment for regular, everyday skin care! 3. Canadians are more discrimi- nating about claims permitted for radio advertising. Senator Dudley LeBlanc would probably have a hard time selling his Hadacol cure- all in Canada using his present Ameri- Samuel J. Todd & Sons in Toronto want to "sell" furniture ... so they sponsor the 12:30 noon newscast over CHUM. Does it sell? According to Mr. Todd's comments on the letter above, "CHUM returns your money the same day with a profit." And the S. J. Todd newscast is in competition with the two newscasts rated tops in Toronto. Of course, our shows pull, and sell too . . . just as your shews, and your spot announcements will sell over Toronto's friendly station. Also selling for: Colgate-Palmolive-Peet, Company, Limited Arrid Deodorant Lipton's Ladies Home Journal GM Frosted Foods Ovaltine Toddy Zambuk Voids Ex Lax Templeton's Products Government of Canada Dial 1050, Toronto CHUM czJAe&su'endfy citation 27 AUGUST 1951 67 CFBC Saint John . . . Serves the Greatest Concentration of Popu- lation in New Brunswick PL n.s THE BEST Coverage of Western I\ova Scotia CFBC Saint John Top Ratings Ray and \itjlil "In homes" 17.6 (day) 22.1 (ni«lii) 'Out of home-." 30.0 (day) CFBC Dominion — Network — Basic Saint John— N. B. Representatives : WEED and COMPANY In the United States J. L. ALEXANDER Montreal and Toronto can radio advertising formula. So would any other American advertising making extravagant claims for his product. At least two weeks before it goes on the air, commercial copy for food, drugs, and cosmetics must be |iassed by the Department of Pensions and National Health and the CBC. ( See list of Don'ts for commercial copy. page 53. 1 But this does not mean the Ameri- can advertiser is hamstrung by having the punch in his commercial copv re- moved. As Peter N. Harricks. account executive at Vickers & Benson, Toron- to, says: "At least 99' i of the radio <<»!>> regulations at Ottawa are fair." And in the words of Philip Mygatt, ac- count representative at J. Walter Thompson. New York, for Lever Brothers advertising in Canada: "In all the years I've helped handle Ca- nadian radio advertising. I've never found we couldn't reach an agreement within the CBC regulations on com- mercials. In fact, some of their regu- lations allow you more freedom than the FCC does in the U. S. For exam- ple, you can advertise a 'free offer" in Canada, while in the U. S. you must say, 'at no extra cost'. . . ." Generally, the CBC will pass a com- mercial if its claim alreadv has been proved valid to an American network. S. Ramsay Lees, radio director at Ruth- rauff & Ryan. Toronto, savs this was the case when Lever proved to NBC that the slogan. "Rinso makes clothes whiter than new" was actually true. However, Ed Wesley, account executive at the same agency, points out that the CBC would not ratify the use of Life- buoy's "B.O." slogan when that prod- uct was advertised on Big Town in Canada. Instead, the Canadian com- mercial toned the messaue down to sig- nify that Lifebuoy was a "health soap." However, privately owned stations, like CFRB. Toronto, were allowed to tell the populace of the soap's alleviation <>f that lurking social curse, "bod) odor." I. / ii!|/i»/i-v|)cii/.iiii| < anadians like American-style programing. As was already pointed out. the top 10 evening network programs in Eng- lish-speaking Canada lor June were all American shows. Their precise listing runs thus, with comedy, variety mid drama predominating: Charlie McCar- thy, rating 20.3: Lux Radio Theatre. 25.3; Our Miss Brooks, 23.8; Amos V Andy. 21.7; Twenty Questions, 17.9; My Friend Irma. 17.1: Aldrich Family. 16.8; Suspense, 16.1; Mystery Theatre, 15.7; and Arthur Godfrey's Talent Scouts, 14.7. The same taste is reflected in daytime programs, with the first five soap operas on the top 10 also emanating from the U. S.; Ma Perkins, 15.6; Big Sister, 15; Pepper Young's Family, 14.2; Right To Hap- piness. 13.2: and Life Can Be Beauti- ful, 13.1. On the local station level, too, the Canadian predilection for American- style programing holds true. This is borne out particularly by Canadian companies that distribute American- produced transcribed syndicated shows, library service transcriptions, and jin- gles. Guy Herbert," manager of All- Canada Radio Facilities Ltd., of Mon- treal. Toronto. Winnipeg, Calgarv and Vancouver, told sponsor that Canadi- ans definitely prefer American talent. His company distributes over 500 transcribed programs, including those produced by the American companies, Frederic W. Ziv. MGM, and Trendle Campbell, plus some from Australian and British companies. "One difficulty is that Canadians don't go for the broad Oxford accent, especially the Aussie accent," he says. "They're too used to the American accent." Identical findings came from Gor- don Keeble. manager of S. W. Cald- well. Ltd.. Toronto, which distributes programs transcribed by American companies like Lang-Worth Features, C. P. MacGregor. Hal Tate, and Tello- Test. plus those from Australian and British companies. "American pro- grams are far more salable," says Kee- ble. "The Aussie and British musical programs are smooth, but they go way off base when they cut in a bravura introduction that they think is an imi- tation of American-style ballyhoo. Al- so, they're too corny for the Canadian audience when they try imitating American-style mystery dramas." Largeh because Canadian talent I Alan Young, for instance I tends to emigrate to the wealthier flesh-pots of New York and Hollywood, the Canadi- an transcription and live package com- panies have a tou( Gei CKLW with it's 50,000 watts! If your product needs more sales and more dealers ... if you want to look at a climbing sales chart in the productive Detroit area, use CKLW. — your sales message will get the power of 50,000 watts day and night ... a middle-of-the-dial frequency at 800 KC! And, since we're constantly AGAINST the high cost of selling, you get this complete coverage at the lowest rate of ANY major station in this market. GUARDIAN BLDG. • DETROIT 26, MICH. /. E. Campeau, President Adam J. Young, Jr., Inc., National Representative 50.000 WATTS • 800 KC • MUTUAL 27 AUGUST 1951 69 in the afternoon, doesnl r<-a< :h a town miles out ol Moose Jaw on the main railroad line until noon m day," he says. "In contrast, CHAB has a service for Southern Saskatche- wan listeners, whereby we broad< dail S unday < the condition of patient- in 18 hospitals. Vnothei program of news, //"- Mailbag, fea- tures interviews with people who want to pass on messages to areas that aren't reached b\ phone, telegraph, or other means of communication." A report in a similar vein came iron: Maurice P. Finnerty, managing direc- tor. CKOK, Penticton, B. C, whose newscast availabilities currently are sold out: "In the well-to-do Okanagan \ alley . the only source oi local cur- renl daily news i- radio. News Editor Vince Duggan heads up two othei men, and heaven help them il they fail to be on the spol when something hap- pens." All the stations ol Vancouver — in- cluding CJOR, CKMO, CKWX, CBR, and CkNW. in adjoining New West- minstei employ large-size news staffs who compete fiercely lor scoops. In deed, some of the station news editors, like the nationally known Sam Boss, arc promoted via photo- and copy splashes on outdoor billboards in Van- couver. News commentators, on tin- order of Gordon Sinclair, CFRB, To- ronto; Phil Stone, CHI M, Toronto: Jim McLeod, CKY, Winnipeg; and Paul King, CFCF, Montreal, have buill up solid. Win< hell dike audiences. '. Popular mini- govx ov*'r n >th I m/ln/i-s|)i(il.im/ < tltHnl mim St. \\ hethei it'- Tin-pan Alley ballads, Western lyrics or oldtime barn-dance music, Canadians eat it up. In the cit- ies, an increasing number of stations are following the precedent of Jack Cooke, owner of CKEY. who adopted the WNEW, New York, formula of di-k jockey music and news. A CKEY zany platter-spinner like Mickev Les- tei has an enormous following. Burn's Chuckwagon (handled by James Lov- i. I' i prefer it in Ottawa City and \(>' ( in rural On- tario. Religious music, though, i- pre- ferred by ovei 50^? of people in rural areas. In the word- ol Sid Boyling. CHAB, Moose Jaw: "This is not a country of sophisticated people. The absence of sophistication is stressed in the popularity of gospel music -how-: they outdraw the average net- work program." 7. fitfWir svrvivv shows get hi'ttvfi response in I »t«;/i\<»-\ )»«•«/. - iii« Canada. Because local stations in such an integral part of the com- munis, theii community-service pro- grams gel a wide response. Examples are numerous, hut here are just a few random one-: When Im-iness was on the slump in the spring of '51 for Fredericton. \ew Brunswick mer- chants. CFNB sparked a community- spending drive which resulted in half a million in cash over the counters in eiehl days. Mrs. K. M. Willis, man- ager of CKMO. Vancouver, gets inter- national goodwill with her station's Hello \eighbor, in which American tourists get a big hello plus traveling tips. A similar gimmick is used by F. A. Bestall. manager of CJRW. Sum- merside. Prince Edward Island, in the Hi \eighbor show, which interviews all visitors on the deck of the boat bringing them to the Island. CHEY Peterborough. Ontario, promotes edu- cation through a thrice-weekly broad- cast of an inter-school spelling bee, and CKCW, Moncton. New Brunswick is locally acclaimed for promoting fine music through its Music Festival com- petitions. 8. Women's programs are eher- ishetl by English-speuking haus- fraus. The voice of the lady com- mentator, exuding goodwill and do- mestic tips, is dearly beloved by Ca- nadian housewives. Jane Gray, a cheer- ful matron who looks and talks like Kate Smith, nabs a 44' < Elliott-Haynes listenership on CHML. Hamilton, On- tario. When she weeps of a local fam- ily in dire distress, literallv hundreds of donations come from smitten lis- teners. Kate Aitken. a woman with an omniscient fund of cookers tips and anecdotes, is regarded as a female ora- cle on CFRB, Toronto. And Wendy Warren is considered the savant of Manitoba when she gossips Over the Back Fence on CKY, Winnipeg. Wal- ter A. Dales, president of Radioscripts. Montreal, which syndicates a Listen Ladies script to 75 Canadian stations, told SPONSOR that business is so good V) SPONSOR he's started publishing another series, To the Women. 9. Quiz and participation pro- grams are still admired in Eng- lish-speaking Canada. While quiz- and-giveaway style programs are on the wane in the U. S., they've yet to reach their peak in Canada. Treasure Trail on CJRL. Kenora. Ontario: Hon- eymoon in Honolulu on CK\I(). Van- couver; Teen Time on CHEX. Peter- borough, Ontario; Man It illi the Ques- tion on CKCW, Moncton, New Bruns- wick; Music Means Money on CJGX, Yorkton, Saskatchewan: and Harry Dekker Show, CFQC. Saskatoon. Sas- katchewan, all have their faithful ad- herents. * * * FRENCH CANADIANS (Continued from pai^e ~>l)i 3,000,000 are located in the over 4,000,000 population of Quebec. The province of Quebec is responsi- ble for 22.4';. or $1,950,000,000, of Canada's retail sales: and lias 24.5%, or $2,886,000,000, of its effective buy- ing income. Far from being yokels. 63 Quebeckers in 100 live in the city. And in the words of Tom Slater. ra- dio/TV director. Ruthrauff & Ryan, New York, working on the I. ever ac- count in Canada. "They're phenomenal listeners to radio." The reasons why arc outlined thus by the Quebec Broadcasters, Inc.: "Larger families, which means there is always someone at home listening to the radio: love of family life, which keeps Papa and Maman in the house; constant presence of young children, which prevents parents from going out and spending their money on nonessen- tials." This is further borne out l>> a stud} published this year by Elliott-Haynes. It showed that the total radio listen- ing per home. 7:00 a.m. I<» 12:00 mid- night, for Canadian-English urban homes was four hours, lo minutes: for English rural homes, fiyc hours. 28 minutes. In contrast, listening for French urban homes y\as si\ hours. two minutes; for French rural homes. five hours. 56 minutes. 2. French-Canadian culture is more French Chan American. Generally. it"s true thai French-Cana- dians in urban centers arc bilingual, largely for business reasons. (Tom Quigley, commercial manager of the English-speaking station. CFCF. Mon- treal, quotes a BBM study to the ef- fect that 95' ( of the homes in Greater Montreal speak both English and French.) By and large, and especial- ly in rural Quebec, over 75% of the people are of French stock, and think in French. What's more, their cultural attachments to France are extremely strong. Jack Teitolman, manager of the bilingual CKVL, Verdun. Quebec, and Phil Lalonde, manager of the bi- lingual i O.V , French language. .V < English language I. CK.AC. Montreal, both find it highly profitable to hire agents in Paris who airmail back the latest French transcriptions of French musical stars. True. Jean-Baptiste may like the highly publicized Bing Crosby and Dorothy Lamour; but he is much nearer to Parisian Fernandel, Edith Piaf. and Tino Rossi, whom he sees at his neighborhood movie theatre. He also worships his own French-Canadi- an stars: radio actors like Fridolin. Hector Charland, Nicole Germain, singers like Jacques Norman and Lise Roy. The French-Canadian has his own French-language press, books, clubs: and his street signs and street- car cards appear in French. In gen- eral, then, an American advertiser must consider Quebec as in the title of Hugh MacLennans novel. "Two Soli- tudes." each of which must be ad- dressed in its oyyn language. .'{. < ommervials for French-Ca- nadians must he adapted, not translated, from English. One of the worst mistakes an American adver- tiser can make is to have his English- conceived radio commercial translated into school-book Parisian French. French-speaking Canadians yvould just guffaw; for this would be equivalent to delivering a Bromo-Seltzer commer- cial to Americans in the stylized Eng- lish of Henry James. It's not that French-Canadians speak a coarse pa- tois French; it's because their language has assumed certain regional nuances, a different cadence, an individualistic idiom. For this reason, an American advertiser would be wise to use the services of a French-Canadian habi- tant, capable of adapting the message to the French-Canadian ear. Examples of this need are mam . Only because of the tip of a knowing French-Canadian adapter, it is ru- mored, did an American advertiser be- come aware in the nick of time that IN MONTREAL it's Ask the man who knows best — the man "on the spot" — the local advertiser on CFCF. He wants sales results — wants them quickly. And the best proof that he gets prompt action at the cash register is the fact that Over a 3-year period revenue from local advertising on CFCF has increased 260% National advertisers, too, can bank on CFCF. For Canada's FIRST station has the cover- age, the listenership, to do a real selling job in the rich Montreal market area. Ask the local buyer of radio advertising. He'll tell you that "in Montreal it's CFCF". 1). S, Representative— Weed & Co, 27 AUGUST 1951 71 the American program title, The Fal- con, had a certain unprintable meaning in Quebec. S. Ramsay Lees, radio di- rector. Ruthrauff & Ryan, Toronto, tells how the agency's French-Canadian adapter changed the simple commer- cial phrase "fresh as a daisy" into the far more understandable Quebec col- loquialism, "fresh as a rose." Phil La- londe. manager of CKAC, Montreal, tells how he refused to accept a literal translation of Noxzema's "four-way" action commercial slogan. Noxzema wouldn't budge at first, but eventually I .alomlcV missionary work paid off. Il eventually was broadcast in the more meaningful French-Canadian stvle, "quatre facon." 4. A religious appeal is highly effective to the French-Canadian audience. An American advertiser must keep in mind that the French- Canadians are virtually 100% Roman Catholic, owing a devoted allegiance to Catholic doctrines. It follows that any message dealing lightly, even by innu- endo, with Catholic symbols is verbo- ten. An intelligent advertiser can capi- talize on this firm adherence to the church, and here are but two examples: Ralph Novek, vice president of the Associated Advertising Agency, Mon- treal, 80% of whose billings are in ra- dio, tells of staging a contest for an account last year over the rural sta- tions of Quebec. The prize was to be a trip for two habitants to the night spots of New York City. But the con- test was a fizzle, largely because French-Canadians are more interested in Quebec than the U. S. This Septem- ber, though, Novek is scheduling an- other competition, for another account. St. Lawrence Flour Mills, over 17 rural stations. The prize, this time, is a mas- terpiece of ingenuity, designed to draw thousands of entries: a free trip for two winners during Easter to visit the Vatican in Rome. Another illustration is supplied by Phil Lalonde, the charming and court- ly manager of CKAC, Montreal. For months, Lalonde had been beetling his brows, trying to think of a way of broadcasting a program that would break the hold of the fantastically pop- ular Pepsodent evening soap opera, Un Homme Et Son Peche {A Man and His Sin ) heard over a rival sta- tion. This program, a folk lore serial about a miserly mayor of St. Adele, boasted of having the highest rating ( 30 to 40 ) of any radio show in North America; in the Quebec town of Ri- mouski, for example, 98% of the radio homes listened to its human interest drama. Finally, after weeks of mental wrestling, Lalonde had a brainwave. It was simply this: to call in the local bishop and inaugurate an evening Ro- sary Crusade program; and, as an ex- tra bonus, to include such French-Ca- nadian heroes as the Dionne Quin- tuplets and Les Canadiennes hockey team players as guests. He did this in August 1950, and for the first time, A Man and His Sin dropped to a 10 rating, while the CKAC heroic-relig- ious festival soared to 35. Lalonde has since had a hard time getting enough celebrated guests; but because of the religious appeal, his program is now battling it out with its competitor. Top Dog Says: "My auto radio audience is sensational — 13.4% higher than thai of the next most popular Vancouver station. Which goes to show fot the t miml 'inn II est Coast I'm tops in ami out-ol-home!" TQPDO Con your dial C K N W-1 320 5. French-Canatlians like fine music, but also corny quizzes. A curious aspect of the French-Canadian is that he has developed an artistic and cultural life of his own probably on a higher level than in most other North American regions. But at the same time, he also enjoys certain forms of low-brow entertainment. His love for fine music, for example, is probably inculcated through the influence of the church. His more functional taste is harder to rationalize, as witness this attempt by the Quebec Broadcasters, Inc. : "Risque advertising is frowned upon in Quebec, and many an advertis- ing message on 'personal' matters ac- quires in French a 'poor taste' conno- tation. Yet, while reference to divorce is unthinkable on the French radio, some of the songs broadcast every day over Quebec stations would be anathe- ma to most of the English-speaking North American radio audience. Hard to explain, but true!" Arthur Dupont, manager of CJAD, Montreal, gets a high listenership to the Boston Pop Concerts programs; as does CKAC with the New York Phil- harmonic programs. However, prize quizzes on the order of Marven's Ap- pelle Madame on French-speaking CJEM, Moncton, New Brunswick, also get high ratings; as does The Monarch Money Man on CJAD and La Com- pagnie Paquet Quiz on CHRC. Quebec City. And Flavius Daniel, manager of CHLP, Montreal, points out that both the high-brow one-hour classical musi- cal. Studio d'Art, and comparatively earthy programs of French-Canadian chansons, are equally popular. G. French-Canadians develop fixed habits. As Ed F. Kavanagh, manager of National Broadcast Sales. Montreal, points out, French-Canadi- ans do not change their attitudes or habits easily. Thus, an American ad- vertiser wishing to curry their favor for a new product must advertise re- peatedly until he wins their trust. This dyed-in-the-wool conservatism is re- flected in the Qucbeckers' dislike for new fads. Few of them would think much of eating fruit salad with cot- tage cheese, or sausages with pancakes and syrup. But, as Thomas (Mickey) Maguire, radio director of the McKim Agency, Montreal, says, an advertiser who appeals to one of their fundamen- tal emotions will win for his product a life-long loyal fan. * * "* 72 SPONSOR KID PREMIUMS ( Continued from page 29 I Young America to respond to premium promotions. The pulling power of an offer is in direct relation to this factor. It plays the star role. The other four fundamentals are the supporting cast. Consequently, a deal is a dead duck if it doesn't engender excitement. As one youngster put it. "It don't mean a thing if it ain't got that ping." You don't have to he the seventh son of a seventh son to understand "'that ping." In principle, children fol- low the identical pattern of suscepti- bility to excitement value as adults. The difference is only in the details. We don't have to leave the family circle to find examples of the similari- ty between adults and children's de- sires. Let's assume the child sends for ( 1 ) a Roy Rogers Western branding- iron ring and (2) The Lone Ranger Western saddle ring. The items corre- spond pretty much to those his mother sent for a short time ago. They were I 1 I My True Story double horseshoe brooch and (2) The Second Mrs. Bur- ton black rose pin. • ••••••• 4'CoIor television will be more revolu- tionary in its effeet upon the people of America than was the transfer of silent motion pictures to sound." JOHN W. HANES, President, Ecusta Paper Company *••••••• While he's on the subject of pre- mium rings, the child may talk about some which have "a secret compart- ment." "a magic signalling mirror," "a scientific reflector," "a plastic dome" and other fabulous-sounding devices. Actually, they involve varying combinations of magnifying lens, mir- ror, sun dial, magnet, compass, and whistle. But the descriptive terms aren't irresponsible hokum. They're i elated to those his father uses when he speaks of, say, "free wheeling" or "fluid drive." It's astute advertising lingo designed to appeal to the imagi- nation. And isn't imagination the springboard of excitement? Detailed methods of making a pre- mium exciting will be discussed in an- other part of this article. Right now let's face this: if you se- lect the right item but the wrong ad- vertising media you start with two strikes against you. It's an irrefutable fact that potential customers won't send coins and proofs of purchase if they don't know about the offer. In formulating the blueprint of your oper- ation, bear in mind that (a) the youngest small fry don't know how to read; lb) the next segment hasn't got- ten beyond one-syllable words; (c) their immediate seniors consider the comic section the only part of a news- paper worth scanning; (dl the next group looks at the headlines — then the girls skim through the Hollywood gos- sip columns, and the boys glance at the sports section; (el the upper bracket is too busy with schoolwork, dates, and other activities to have time for more than sporadic newspaper reading. From an objective viewpoint, the odds are against printed ads. The very opposite applies to air ex- ploitation. Youngsters are avid radio and/or TV fans. Listening to broad- casts is an integral part of their daily lives. The first two groups of the pre- ceding paragraphs don't have any diffi- culty understanding the spoken word. The older segments have developed an amazing versatility which enables them to listen and do their homework simul- taneously. In all age categories, broad- cast commercials register on childrens' trigger-quick minds, particularly if they involve special offers. Mind you, broadcast publicity of a premium deal is not an automatic guarantee of success. As with all ad- vertising and selling operations, there aren't any formulas that can't fail. But by exercising these four precau- tions you can conduct a reasonably safe campaign : 1. Don't expect astronomical re- turns on each offer. No one hits the jackpot every time. There's no need of purchasing a huge quantity of the premium to be presented. K & E's Sidney Sillecks common-sense advice is "Buy as few as you have to in order to get the rock-bottom price; and then reorder as often as necessary." In that way, you aren't hurt if the deal doesn't set the world afire. On the other hand, if it does click you can capitalize on it as long as the returns roll in. 2. Don't abuse the patience of your customers. Compton Advertising's pre- mium specialist John W. Cantwell has two rules for this phase of the box-top business. They are: "Have the pre- mium available before advertising it." and "Have facilities to mail it prompt- ly." Children become disgruntled if the item doesn't reach them in two to three weeks. If the waiting period drags on, their enthusiasm wanes — PULSE ADDS SEATTLE Beginning in Septem- ber-October 1951, the first Seattle RadioPulse will be available, adding another West Coast city to the Pulse roster. Quarter hour ratings for all programs carried from 6 AM-12 Midnight for a full 7 day week will be given, plus share of audience, audience com- position, sets-in-use fig- ures and Top Ten rank- ings. Other data, such as sponsor identification, flow of audience, etc. can be obtained by spe- cial tabulation. Address inquiries about this and other radio markets to THE PULSE Incorporated 15 West 46th Street New York 19, N. Y. 27 AUGUST 1951 73 for both premium and product. The operation of delivery schedules can be summed up in four words: the quicker the better. 3. Don't misrepresent a premium. Youngsters generate terrific enthusi- asm over an article that fits their speci- fications. They generate a correspond- ing degree of disapproval if it doesn't measure up to their standards of quali- ty. In either case, the memory may re- main with them for years. As expressed by John M. Davidson, premium man- ager of Colgate-Palmolive-Peet Com- pany and former president of the Pre- m i u m Advertising Association of America, "Good will is a volatile and fickle thing — hard to gain but easy to lose. And lose it we will if we do not guard against inferior quality, false claims, inflated values and other ob- vious evils." 4. Don't feature things that are available in stores. Inasmuch as the actual selling depends on the excite- ment factor rather than the article it- self, a retail display of the item deflates it to the status of the ordinary. That can put the Indian sign on a promotion in jig time. It isn't difficult to guard against that contingency rhts to Merrill Field U.S.7 s Second Busiest A irport pOMm ajis 'or 'oos AP Sp ecia/ Building Boom Alters Skyline Of Anchorage ANCHORAGE. Oct 26, )-Alas- ka-s largest city is ^™ ^ Uon as Gotham of the^h^ with big cityjkggP Apj Air traffic during May at the Anchorage municipal a i r p o rt Merrill Field tower t fad busiest tower 'he Civil Today Alaska is the nation's No. I busy spot . . . aviation crossroads of the world . . . center of huge new defense projects ... of booming fishing, mining and timber industries. Most potent sales force in this vital new market is the powerful KFAR-KENl combination. No other medium can match it for coverage and economy — and most important of all — results! Ask your Adam Young representative for proof and market facts! # kVJ Affiliates: NBC-ABC Mutual Don Lee !£/^ MIDNIGHT SUN BROADCASTING CO. KFAR, FAIRBANKS KENI, ANCHORAGE 10,000 Watts, 660 KC 5,000 Watts. 550 KC (Sold separately — or in Combination at 20% Discount) GILIERT A WELLINGTON. Not'i Adv. Mgr. ADAM J. YOUNG. Jr.. Inc.. East. Rap. •22 Whit* lido.. Seattle n»w York • Chicago period an to You can get article for a protect your exclusive ri| long-enough deal. That brings us back to excitement value. The creation and development of this all-important element is achieved in the process of presenting the offer. There are about as many techniques of accomplishing this as there are ap- proaches to writing commercial copy. One of the most popular is to build up the item for weeks as an integral part of a dramatic program. It is in- variably the hero's indispensable prop. He'd be lost without it. It helps him wade through tribulations to triumphs. Each broadcast enhances its desira- bility. To the kids it becomes a sym- bol of adventure, action, victory for our side — and an ideal instrument for having fun. Then with a figurative — and sometimes literal — fanfare of trumpets and roll of drums the mo- mentous news is announced: the thing is available to the listeners. Here are a couple of quick illustra- tions of this technique in action. Both were offers made by General Mills and required 250 plus the usual proof of purchase. Some years ago an offer of pedometers was featured on Jack Arm- strong (ABC). During the build-up and the campaign the all- American boy and his pals were involved in suspense- laden episodes where the distance be- tween various places was of crucial importance. The) measured almost every step of the miles they hiked. The theme of their dialogue was: How far had they walked. How much farther did they have to go? Would they ar- rive in time? The kids ate it up. Re- sult: the deal went over big. Last year a flashlight pistol was pre- sented on The Lone Ranger (ABC). It was publicized as a model of the masked rider's own six-gun. During the promotion, the storyline used every device of speech and sound to high- light the hero's blazing revolver. The effect brought a flood of requests for the premium. Bristol-Myers Company stimulated Ipana toothpaste sales with a deal on Lucky Pup (CBS-TV). A ring, featur- ing a character from the program, was offered on 12 stations for 100 and the usual tear from the product package. The puppets did the selling on the com- mercials. It pulled 40,000 returns. What's more, a survey showed that only 22% of the respondents had used Ipana before the promotion. 74 SPONSOR Salesmaker to the Central South By concentrating over half his entire advertising budget on WSM during the last six years, a Southern flour miller has expanded his sales area to 18 states and production from 160.000 units in 1945 to 410,000 units in 1950. Radio Stations Everywhere But Only One... with a talent staff of 200 top name entertainers . . . production facilities that originate 17 network shows each week ... a loyal audience of millions that sets its dial on 650 . . . and leaves it there! CLEAR CHANNEL 50,000 WATTS IRVING WAUGH. Commercial Manager EDWARD PETRY & CO.. National Representatives StA+J 27 AUGUST 1951 75 The technique works equally well with premiums unrelated to any char- acter of the show. Boh Einerv. "Big Brother" of the Small Fry Club I Du- \1hiiU created sales-inducing excite- ment with his demonstrations of an Indian mask. Whitehall Pharmacal i ompany offered the "Injun hats'' for 250 and a Kolynos toothpaste carton. Alice O'Hare, Emery's secretary, re- ported that "within a week more had been sold than anticipated for I lie whole campaign. "' The total response resulting from 14 demonstrations in six weeks, was 25.000. That didn't hurt anyone — other than Kolynos competitors. Another way to make a premium exciting is by giving it pseudo-scien- tific glamor. Children are fascinated by imaginative jargon. They don't know what "space symbols" are, but they go for them. That and the appeal of hero worship are combined in Kel- logg Company's recent offer on Tom Corbett, Space Cadet ( ABC-TV ) . For 250 and a Pep or Com Flakes box top they receive a Space Cadet Club mem- bership card with movable space sym- bols. They also get a picture of the Only ONE Station DOMINATES This Rich, Crowing 15-COUNTY MARKET WITH HOME FURNISHINGS SALES OF $37,378,000* "'Sales Management, 1951 Survey of Buying Power *^e youa+uzc^eHZt+iec ^caZuzHr AM FM WINSTON-SALEM NBC Affiliate cast, a copy of Space Cadet News, and a membership button, certificate, and armband. The deal is drawing excel- lent returns. Last summer Quaker Oats Company featured a "natural" in behalf of Qua- ker and Mothers Oats. It represented a smooth blend of three exciting ele- ments: law and order. Western glamor, a Western personality. The first two were really one — for the item was a "Sheriff Badge." The third was the radio program used to push the offer — Roy Rogers I MBS). The badge, plated with 14-karat gold, had "a se- cret compartment, built-in mirror and hidden signal whistle." The combina- tion induced moppets to mail quarters and trademarks. Advertising copy based on what makes kids tick makes premiums click. A 25^ disguise kit — plastic nose, stick- on goatee, false ears, etc. — was demon- strated on Kellogg's Space Cadet last February. Emphasis on impressing others, on being the life of the party, roused enthusiastic response. The deal helped move a lot of Pep and Corn Flakes. Broadcast ballyhoo heightens the excitement inherent in comic books. Procter and Gamble used that to ad- vantage last summer by offering six books for 150 and two trademarks on Lowell Thomas, Big Sister, Ma Per- kins, and Beulah. Although two of the products involved don't ordinarily interest youngsters, the deal impelled them to influence their mothers to buy Dreft and Oxydol. That shows what effective selling of a premium can do. Mind you. it has to be the right kind of premium. Air exploitation can't be expected to generate excitement if the item doesn't have any exciting quali- ties. Another factor to be considered is the age of the children for whom it is intended. There are two distinctly separate di- visions of offers for minors. An article that fascinates a seven-year-old doesn't have the same effect on an adolescent 17 years of age. For the most part, the cleavage in interests begins when the individual becomes a teenager. We'll deal with the teenage contingent later. In the six to 12 group there isn't any notable differentiation between premiums for boys and for girls. Jun- ior and little sister send for the same things. This doesn't imply that every- thing which appeals to one automati- cally appeals to the other. It simply 76 SPONSOR THE GEORGIA PURCHASE only a combination of stations can cover georgia's major markets ATLANTA WAGA 5000w 590kc CBS \ THE GEORGIA "> X>- ^ MACON WMAZ SAVANNAH WTOC 5000 w 1290kc CBS 10,000w 940kc CBS the TRIO offers advertisers at one low cost: • concentrated coverage • merchandising assistance • listener loyalty built by local programming • dealer loyalties ... IN THREE MAJOR MARKETS represented Individually and | | T H E KATZ AGENCY, NC. as a group by EN YORK • CHICAGO • DETROIT • ATLANTA • DALLAS • KANSAS CITY • LOS ANGELES ■ SAN FRANCISCO WTVJ ' IS YOUR BEST BET IN South Florida tfa. FA$TI9r (2R0H//A/Q MARKET £A»T OF - THE ROG.ICIES, MM CHANN€L4 MIAMI Covers the vast, rich, 6ig-spendin0 market ..reaching a permanent VR6SIDENCE AUDIENCE OP yNEAfeLY 750,000; p&jji KA VISITOR MARKET OF NEARLY 2,000,000 YEARLY 80,000 TV SETS IN GREATER MIAMI ALONE , (NBC and Dealer Surveys) Complete Coverage INCLUDES '. So. PALM BEACH County FT. LAUDERDALE HOLLYWOOD GREATER MIAMI MflVJ . channel4miami . TV STATION 9A.M.tolA.M. ^qaytime programming' JvrfY^ufidi'eole of $i$ and Hi *** "vfi.4MiA>AV Vested by FREf <*PET£RS means there is a wide variety of arti- cles suitable for both. Without getting involved in Kinsey connotations, some of the differences between their inter- ests may have commercial possibilities. So advertisers may be shortchanging themselves by treating the small fry as a sexless entity. The selection of a suitable item doesn't have to be a hit-or-miss gam- ble. All other factors being equal, some types of things have strong pull- ing power; some do not. For that rea- son, there is a growing tendency among premium specialists to study the record of the type represented by the article under consideration. It can help answer such vital questions as: (a) Does it fit the requirements of your sales problem? (b) Does it have excitement value? (c) Does it have immediate appeal or will it need a lengthy build-up? (d) Is the price right for your purpose? The experi- ence of others can serve as guideposts — but there aren't any infallible for- mulas in this field. With that in mind, here are some items which have figured in successful self-liquidating promotions. Comic books have been perennial fa- vorites. One General Mills' offer, han- dled by Dancer Fitzgerald-Sample, in- volved a set of four pocket-size Disney books for 10£ and a Kix. Cheerios, or Wheaties box top. There were four different sets from which to choose. Many youngsters ordered all 10 books. Magic tricks have clicked for years. A recent deal on Howdy Doody fea- tured a magic kit for 15# and a wrap- per from Mars Candy Company's Snickers or Three Musketeers. The consistent use of magic tricks by Gold Medal Candy Corporation on The Magic Clown (NBC-TV) has played a big role in upping the volume of Bono- mo's Turkish Taffy. According to 6ales-promotion manager Tico Bon- omo, "Sales figures seem to go along with the response figures." A very recent Kellogg promotion that drew excellent returns was a mini- ature plastic aircraft carrier for 2r>0. It catapulted a plane, fired a rocket, and helped sell Corn Flakes and Pep. The selling vehicles were Mark Train (MBS) and .Space Cadet. A parade of puppets has done well for their sponsors, especially on Howdy Doody. Prices have ranged from 10 to 50<*. The half-dollar puppet is the cur- rent Colgate-Palmolive-Peet offer in be- half of Pahnolive soap. tfoljMnMtt IS YOUR BEST BET IN SOUTH FLOR.IDA HI FASTEST GROWING MARKET EAST OF THE ROCKIES.' WW CHANNEL 4 MIAMI Covers the vast, rich, big-spending market ...reaching a permanent RESIDENCE AUDIENCE OF NEARLY 750,000; pfcu/J A VISITOR MARKET OF NEARLY 2,000,000 *A YEARLY / TV SETS IN /GREATER MIAMI AL0NEN / NBC a/nd Dealer Surveys Complete Coverage 1 INCLUDES'. \ So. PA LM BE AC H County \ FT. LAUDERDALE \ HOLLYWOOD \ GREATER MIAMI TV STATION 9AM.tj&|AM 'NIGHTTIME programming WTVJ CHANNEL 4- Represented by FREE <* PETERS 78 SPONSOR m A long list of rings has helped up sales of a long list of products. And their postwar price trend reflects the upswing in the amount of money re- quired for all items featured in box- top merchandising. This is the story: 1947, Atomic Bomb Ring— 15*; 1948, Jet Plane Ring— 20*; 1949, Flying Saucer Ring— 20*; 1950, Movie Film Ring— 20*; 1951, Flasher Ring, 25*. The significant thing is that returns have increased much more than prices. In the period from 1947 through 1950 the box-top industry's income rose from $450,000,000 to $1,500,000,000. It's the fastest-growing branch of ad- vertising. The preceding sentence does not ap- ply to premiums for teenagers. There is an almost-total absence of offers suited to their interests. Deals are either for small fry or housewives. Cos- tume jewelry is about the only thing "Washington, D. C, no longer sees the adman as a stand-in for Mephistopheles — on the contrary, he is often em- barrassed at being mistaken for the Angel Gabriel and being asked to ac- ooirmlish miracles with advertising that a host of angels would find mighty tough to put over." ALLAN M. WILSON Vice president, Advertising Council, Atlanta Advertising Club to which teenage girls respond. The boys have been limited to football and baseball books. They are the step- children of premium operations. A survey conducted by the Gilbert Youth Research Organization (New York) for NBC uncovered some high- ly interesting facts. In brief, the find- ings showed that teenagers are enthusi- astic radio listeners. Approximately 64% of them have AM sets of their own. Their total buying power is about $10,000,000,000. Why do premium advertisers over- look them? Isn't their money any good? Obviously, here is a field which is ripe for aggressive promotion. Whether dealing with children or adults, premium merchandising is a sound and logical system of stimulat- ing sales. This year marks the centen- nial anniversary of this form of "ag- gressive selling by good will methods." From all indications in the days ahead the use of premiums will be a steadily expanding factor in inducing con- sumer demand for sponsored products. • • • 27 AUGUST 1951 POWEft CLUB 1300, WFBR's great daytime audience show, has the highest Hooper of any radio show in Baltimore one hour or more in length.* This is it! The show that does everything, that always plays to a full house, that has broken records year after year, that attracts visitors in such droves that tickets are gone months in advance! This is the # 1 radio buy in Balti- more — far and away the leader in its time bracket— or practically any other bracket! CLUB 1300 is a must in Baltimore! Other WFBR-built shows are making history, too! Ask about Morning in Maryland, Shoppin Fun, Melody Ball- room, Every Woman s Hour, and others! *May, 1951, Hooper report. FABULOUS RESULTS: VEGETABLES A spot advertiser on CLUB 1300 tried a coupon Write- in offer. Three announce- ments brought 9 ,000 replies! TICKETS CLUB 1300' sm.c. made one announcement that there were a few tickets available for Monday broadcasts. Three days later, he dug out from under requests for 125,000 tickets! CANCER DRIVE We took CLUB 1300 to a local theatre for one broad- cast. Ticket holders — (no big donations) paid over $1600.0,0 to American Cancer Society to see the regular show! (No big na>7ics, cither!) FOOD SHOW Biggest crowd in Baltimore Food Show history came to see one broadcast of CLUB 1300. . . and others too numerous to mention . ABC BASIC NEtWORK • 5000 WATTS IN BALTIMORE MD. REPRESENTED NATIONALLY BY JOHN BLAIR & COMPANY 79 The MIGHTY MONTGOMERY MARKET 95TH MARKET IN THE U. S. • Mighty Montgomery is the hub of .one of v the nation'.* top agri- cultural and indus- trial markets. ♦ GIANT AIRFORCE MILITARY BASE Mighty Montgomery home of Maxwell Field, one of the, largest Air Force cen- ters in the entire na- tion. OVER 600,000 IN TRADING AREA • Mighty Montgomery dominates the rich surrounding trade area of 1 1 progres- . sive and expanding counties. $134,000,000 CITY RETAIL SALES > Mighty Montgomery had 1950 city retail sales alone that were $5,000,000 above those of the previous year. CAPITOL OF ALABAMA • Mighty Montgomery is a focal point of in- dustrial development both in Alabama and in the new South. Write, Wire or Phone for Availabilities! MUTUAL lAf 111 ABC WAPX Represented by The Walker Co. VVllJ Represented by Weed & Co. MONTGOMERY || NETWORK 51 NBC WSFA Represented by Headley-Reed Co. STATIONS ASSOCIATION CBS wcov Represented by The Taylor Co. BRIEFLY {Continued from page 33) Carroll. International Division, Bristol Myers Company. * * * Trendex subscribers will be getting expanded service effective with the 15 October Trendex Report. New Tren- dex checking cities to be added imme- diately or as soon as they are intercon- nected are: Louisville, Des Moines, New Orleans, Kansas City, Omaha, San Francisco, Atlanta, Minneapolis-St. Paul, and Los Angeles. As a result, the Trendex sample will be increased to better than 700 TV homes per half hour. * * * KCMO, and KCMO-FM are now oc- cupying new quarters: their Radio Center at 125 East 31st Street in Kan- sas City, Mo. The structure encom- passes 10,000 square feet of working area with over 4,000 square feet set aside for TV operation. Glass brick is featured throughout the two story- building with air conditioning installed in all offices and studios. * -;:- * Something new in one-minute TV announcements is heralded by the Mey- enberg Milk Products Company. Their pitch for Meyenberg All-Pure Vacuum Packed evaporated milk will feature Harpo Marx, the Marx that doesn't talk. Film Craft Productions are film- ing the commercials for J. Walter Thompson, Los Angeles. MR. SPONSOR ASKS {Continued from page 57) usual to find on the Canadian air a Dagwood sandwich of commercials. This circumstance offers the advertiser two advantages: first, it gives him gen- erally a much less cluttered frame for his selling message and, second, by so doing, it eliminates some of the neces- sity for his commercial to leap from the loud speaker into the listener's lap in order to secure his attention. You're in for a pleasant surprise at budget time, too, for time charges on Canadian radio stations arc extraor- dinarily low for what they offer. The sum total of all these factors makes Canadian radio an excellent buy. S. W. Caldwell President S. W. Caldwell Ltd. Toronto, Canada 80 SPONSOR Mr. Burns The obvious an- swer is that the Canadian market is a rich outlet C)| ■ for many Ameri- can products. Taking into con- sideration the fact that major U. S. radio net- works are heard all over Canada, that many American magazines and newspapers are read in Canada, it can be well understood that the basic ad- vertising for many American products has already been done. The Canadian people are not unlike the Americans in buying habits, tem- perament. They like to live well, are well paid, and are not afraid of spend- ing the money they earn. They have seen and heard American advertising of various products that are not avail- able in their country. Thousands of them visit the United States each year for no other reason than to buy these products. Particularly in the outlying districts of Canada, radio, in many instances, is the only means of entertainment, infor- mation on world-wide events, and sporting events. As of now, Canadian radio does not suffer from TV com- petition and will not for, at least, two years. Breaking down the numerous radio stations most American cities have against the one or two in most Canadian cities, it is easily understood that the cost per listener is far less in Canada than in most of the U. S. cities. Some American manufacturers have had sad experiences in the Canadian market. This they can blame only up- on themselves. American manufactur- ers wishing to advertise to Canadians must remember that Canadians have their own national anthem, their own history, and their own way of doing things. Programs or commercials that are too Americanized will not go across in Canada, any more than Ca- nadian shows, possibly playing "0 Canada," would go across in the U. S. In addition, it must be remembered that one portion of Canada (Quebec) has the second largest French speaking city in the world, and that the province of Quebec itself is 75% French-Cana- dian. For that reason, advertising must be done in the French language. However, you cannot take a radio show or commercial, translate it in New York, and expect it to go across in the KTBS— Tri-State Topper OVERAGE UDIENCE ■K-KTBS-Shreveport at 710 on the dial, tops all others in this tremendously rich tri-state oil and gas capital . . . and at only 2/3 the cost! ERCHANDISING . . at 2/3 the cost! KTBS 10,000 WATTS— DAY 5,000 WATTS NIGHT 710 KILOCYCLES NBC SH RE YE P O R 1 Natl. Representative: Edward Petry & Co., Inc. RESULTS? Over 33,000 ORDERS IN 15 WEEKS for a #3 drug item . . . Over 12,000 ORDERS IN 14 MONTHS for #300-^500 TV Sets . . . SOLD TWO £20,000 HOMES on second day of broadcast . . . SOLD EVERY SINGLE CAR for a major new car dealer DURING A GENERAL AUTOMOTIVE BUSINESS SLUMP PERIOD! RESULTS are FACTS— and it's a FACT that WPAT gets OUTSTANDING RESULTS WPAT 5000 Watts 930 Kc Night & Day NY & NJ aiiiiiiiiiiiiiiiiimniiiiiHiiiiiiiiiiniiiii mini nun n iiiiiiiiiiiiiiiuini iiiiiiiiiiiiiiiiiiiiiiiiini mill iniiiiii iniiiiiiiiiiiiiiiiii m i nniinniinintnninniminiiniiiiimiin^ 27 AUGUST 1951 81 WML fZ7W/te7W\sW7W\/& V This smiling maiden with stars in her eyes. For a trousseau is shopping and here's how she buys. A twist of her wrist, her radio dial's what she sets. To WSPD, where she has trust in suggestions she gets. And, after the wedding through years of housekeeping bliss, her daily listening favorites she never will miss. So Sponsors, reach housewives, that we call Madam Buyer Buy time on WSPD, North- western Ohio's favorite Town Crier. Mr. Mygatt province of Quebec. French-Canadians have their own temperament, their own likes and dislikes. A radio program must be written in French and beamed at the French Temperament. The Canadian market is wide open and waiting. Now it is up to the Amer- icans to use radio to its best advantage. Arthur Burns President Associated Advertising Agency Montreal Canada offers U. S. advertisers an additional market equiva- lent to and simi- lar in many ways to the combina- tion of Minne- sota, Iowa, Mis- souri, North Da- kota, South Da- kota, Nebraska, and Kansas. Canada's approximately 13,845,000 people form a substantial market. While U.S. advertising in U.S. me- dia goes into Canada in substantial overflow, the combined circulation is totally inadequate for covering the Ca- nadian market. And Canadian con- sumers have learned they often are un- able to purchase articles advertised in U.S. media. Canada's radio stations must be used. For, while U.S. radio stations are heard in many sections of Canada, they do not reach all sections nor is their programing designed to serve Canada. While U.S. techniques can be and are successfully used in Canada, the advertiser who takes into account Can- ada's individuality can cut deeper into the consciousness of customers there and identify his product more closely with the individual needs of Canadian customers. The large French-speaking popula- tion of Canada forms a second prob- lem but it is at the same time a second opportunity. The large Quebec mar- ket is an eager one. representing nearly a quarter of the total Canadian mar- ket, and it cannot be advertised to properly without a campaign of its own. Philip Mygatt Account Representative for Lever Brothers in Canada J. Walter Thompson New York RhymalineTime, featuring emcee David Andrews, pianist Harry Jepks and KMBC-KFRM's cele- brated Tune Chasers, is one of the Heart of America's favorite I morning broadcasts. Heard each weekday morning from 7:30 to 8:15, Rhymaline Time is a musi- cal-comedy program that pulls more mail than any other current "Team" feature. Satisfied sponsors have includ- ed, among others, Katz Drug Company, Land-Sharp Motors, Jones Store, and Continental Pharmaceutical Corp. Contact us, or any Free & Peters 'Colonel" for availabilities! KMBC of Kansas City KFRM for Rural Kansas 82 SPONSOR HM TV COMMERCIALS (Continued from page 30) is conceived in a rich background of Rialto. But despite my love for the drama, I'd still rather hire a copy writer who has had an advertising background — mail order catalogue, department store, print-experience in an agency — than any other including radio. If the ap- plicant tells me of his years of writing in Hollywood, I must say I would gaze upon him with the most jaundiced eye of all. Any smart youngster ( two sound prerequisites!) given intelligent super- vision and access to the right sort of experience will quickly master the need for and best use of opticals. He will learn that he'd better cover a dissolve with four-seconds of copy and that a CU of a package gives better product identification than a two-shot of the talent. Next he will learn how to write to a budget — where to limit his ani- mation and how, and how many set- ups a given minute-spot can take at the price quoted. He will discover how an RP screen can often save him the bother and cost of going on location, etc. Contrast this, as I've had to do, with the hiring of a gent who knows as much about opticals, camera technique, and direction as Alfred Hitchcock yet who must acquire advertising-savvy as he writes. The latter chap will, I feel sure, come up with much more unus- able stuff for a much greater length of time ( assuming him to have native in- telligence and ambition equal to our non-show-biz neophyte) . The five years I spent doing ads for such racy publi- cations as Midas Criterion and Rug Profits were, I'm confident, as big a help to me in television as anything I did. So — to repeat my premise — I have nothing against a show-biz bg. for a copy writer, but personally I'd much rather work with one who just finished copy for three package-inserts and a soap throw-away. * ■*■ * MEN, MONEY & MOTIVES (Continued from page 6) verse condition finds the man who has wrecked his jalopy blaming the car, not himself. He'll be a good prospect to buy "another" make. Psychological studies also developed the fact that owners of cars feel sentimental more 5000 WATTS 580 K.C. / Pennsylvania's top quality market And no wonder! For WHP entertains, informs and influences more people in its area than anyone else. WHP's consistently high Hoopers are the envy of broadcasters everywhere, and your best guarantee of the greatest return per radio dollar invested. Represented by The Boiling Company, WHP is the CBS station serving the greater South Central Pennsylvania area day and night, including such markets as Harrisburg, Lancaster, York, Lebanon, etc. j the key station of the keystone state... Harrisburg, Pa. 27 AUGUST 1951 83 Represented Nationally by EDWARD PETRY & CO. f THE TIME BUYER WITH THE LONG RIGHT ARM. . Once upon a time there 1 was a time buyer who wanted to reach into multi-million dollar market > and cash, in on daytime spot participation shows. He found that when he used KOTV's afternoon shows, Lookin' at CookinV and Matinee Showcase, • . • >»••• •- his arm grew longer and he reached into 83,000 TV homes with no competition from other TV stations. That's not all, his arm reached into the best daytime shows from four networks, NBC, ABC, CBS, and DUMONT. Yes, this Time Buyer is proud of his long right arm. FIRST TULSA often than not about the old buggy and it is wise sales strategy for the salesman to speak of admiringly of how well the car has held up. Nev- er disparage the old bus, kick the tires contemptuously, or crack a bum joke. Irrational? No. Human. The owner "resents" the ridicule of a thing he loves. * * * Tire companies have likewise learned in recent years that they suffered, for all their extensive advertising, from an emotional indifference amounting to antagonism. This dated back to child- hood memories of blowouts, high re- placement costs, incompetent vulcaniz- ing. Tire companies proceeded to re- vise their copy to create an underlying appreciation. They had to sell the tire as more important than the car radio, or cigarette lighter, or heater, and so on. The "emotional" appeal of the lux- uries was outweighing the all-vital rub- ber. * * * The various "cola" drinks — big ad- vertisers all — have their own stories to tell about emotional reactions. In early days it got around that "cola" con- tained a tiny amount of a stimulant. While this "lift" was appreciated (and may have been one reason for order- ing the drink) the widespread propa- ganda evoked a sense of "guilt" in lots of people. Today, note, the "cola" copy invariably stresses apple-cheeked youth, wholesomeness, family sharing of a pleasant interlude. The emotional strat- egy is obvious. More than that: it is not less important that the copy shall be scientifically prepared in the light of a tested insight than that the point- of-sale machinery shall be fully opera- tive. * * * And where will be found sweeter, more wholesomely womanly type gals than the ones Lucky Strike so pains- takingly selects nowadays for its TV show? This, too, is the scientific ap- proach, the engineering of impressions. • • • CAMERON TELEVISION, INC. 302 South Frankfort Tulia 3, Oklahoma NEDICKS AND SPOT {Continued from page 27 I developed into real radio personalities. Take a Nedicks employee named Frank in Philadelphia, for example. "Mac" McGuire gave him a heavy play over the air — interviews, daily conversations. Frank finally developed such an appreciation for his own voice that he quit Nedicks to take elocution lessons. To help add the "'personal touch' to Nedicks' advertising, Dan Sculh makes sure each d.j. has a list of store locations, together with each manager's name. This list, plus a "fact sheet" of pertinent information about the chain, supplies grist for the kind of off-the- cuff, informal commercials the com- pany is after. Employees hear about new advertis- UNG WORTH SELL. GAS * OIU LANG WORTH FEATURE PROGRAMS. Inc. 113 W. 57th ST., NEW YORK 19, N. Y. Network Calibre PnvMmt at Cecal Station Cost RESULTS PROVE 500,000 MEXICANS IN CREATER LOS ANGELES LISTEN TO 6 HOURS OF V SPANISH PROGRAMMING DAILY ON KWKW AND KWKW-FM ASK FOR JOE 84 SPONSOR JIM ing promotions as soon as they're de- cided on through Nedicks News, a monthly house organ which Scully edits. To promote friendly coopera- tion between the company and its morning men, Scully dropped in at least once a month during each d.j.'s broadcast. Now that commercial for- mats have settled down into a smooth routine, out-of-town morning men get a phone call or letter instead. But the five New York d.j.'s aren't surprised a bit when they look up from the mi- crophone to find Scully waving a greet- ing. While Scully admits that in the be- ginning his visits were as much a check-up as a friendly gesture, that's no longer the case. "The morning men go out of their way to cooperate. I just want them to know that they're not forgotten by Nedicks; that we care how they're making out and want to help them out wherever possible," ex- plains Scully. Having tasted success with the morn- ing man recipe, Nedicks just recently broadened its ad menu to catch more of the early evening snack eaters. The assumption is that too many people have taken up watching TV, instead of strolling into a neighborhood Nedicks for a hot dog garbed in mustard and relish. To help push evening business back to its former level, the company hired WNEW's Martin Block. Block's Make Believe Ballroom runs from 5:30 to 7:30 p.m. — before non-stop televiewing gets underway. The Block show covers Monday, Wednesday, and Friday. On Tuesdays and Thursdays Henry Gladstone handles the news under Nedicks' banner, 6:30 to 6:45 p.m. over WOR, New York. It's still too soon to tell how this foray into early evening is working out. Nedicks now spends $250,000 a year for its 10 morning and two evening radio programs. Up to a few weeks ago it spent another quarter of a mil- lion dollars on a canned orange drink concentrate. This 190 seller has been marketed through retail grocers, got started some two years ago as a side- line. Cutting back support for the canned concentrate is one of the first moves made by Nedicks' new, month-old president, Walter Mack. Exactly what it means only Mack, former Pepsi-Cola topper, appears to know. Speculation ranges from one extreme to another. Some observers see a complete close- down of the concentrate division in WMC IS MEMPHIS MARKET-MINDED Today, Memphis ranks first nationally in volume of wholesale sales per establishment .... and WMC, proud of the 1,047,000 families in the Memphis and Mid-South area, consist- ently schedules programs of information and entertainment specifically designed to reach this 2 billion dollar Market .... best. A good example of WMC's specific programming is the Quaker ful-o-pep feed Show, featuring the songs of Charley Dial. Veteran of 15 years in radio and star of the famed Kansas City Brush Creek Follies, Charley Dial presents his unique popular and western renditions five quarter hours a week . is consistently rated tops by his vast Memphis and Mid-South listening audience. CHARLEY DIAL ON WMC FOR FUL-O-PEP FEED AND HERE'S WHAT THE SPONSOR THINKS ' In the Mid-South area, it is essential that we reach the specific market for which our Feed products are designed. Charley Dial and his WMC ful-o-pep feed Show have done a wonderful job in furthering the Quaker name and ful-o-pep sales throughout the Mid-South." Signed J. C. Huckabee QUAKER OATS COMPANY You can't afford to overlook Memphis as a National Market ... or WMC as the leading Memphis Marketer. \W//AVAV NBC — 5000 WATTS — 790 National Representatives, The Branham Company MEMPHIS WMCF 260 KW Simultaneously Duplicating AM Schedule WMCl First TV s,ation in Memphis and the Mid-South Owned and Operated by The Commercial Appeal 27 AUGUST 1951 85 the cards; others expect a grand-scale promotion a la Pepsi-Cola. \\ iih ;i il\ iiaiim . radio-minded ex- ecutive like \\ altei Mack a1 the helm, admen expect sonic interesting devel- opments. This is all the more likely since an executive "I Waller Mack's calibre would hardl) lake over Nedicks merely to curtail its operations. There is also speculation over the possible i Hi' I on Weiss X ('filer ol ibis new managemenl shift. Thai the agenc) lias done a satisfactory job in pushing sales up substantial!) these past I" years is acknowledged. Satisfacton relations with Walter Mack arc also reported. \>iilc from White Tower, Nedicks is the only "restaurant" chain which goes in heavil) for radio. It's been using radio since thai Inst emergency iii the middle I'WO's when the firm's bankrupt pieces were picked up by Messers V M. Rosenthal, Morris Wei theim, and R. T. Johnson. \lier the initial barrage of spot radio announcements proved their worth at thai time, agencj and com- pan) began experimenting with pro- grams. They hied a 15-minute news roundup over a New ,> ork station, de- KLIX In one of the west's RICHEST MARKETS Idaho's Fabulous Magic Valley Ask Hollingbcry | ABC at Frank C. Mclntyre Twin Falls, Idaho V. P. and Gen. Mgr- cided it wasn't the best vehicle for them. Then Nedicks gave sports a whirl and got better results. College basketball from Madison Square Garden became the kingpin in the chain's promotion. During the L945 and 1946 seasons their spon- sorship of Marly Glickman on basket- ball on W MGM built up a valuable audience lor \edicks commercials — which featured the orange drink and the "100 Breakfast." In September 1946 a live-minute WNBC Hill Stem sportscast (6:40 to 6:45 p.m. even weekdax I was added to the New York radio schedule. Out- side \ew York ail promotion remained scant) however: a transcribed sports show in Trenton; a news show in Philadelphia. Nedicks stuck to its emphasis on sports right up to January 1950. George Hanby, an ex-Walgreen execu- tive who replaced the trio of original owners in 1()1J{. made few changes in the firm's advertising approach. By Januan l')5(), however, il became oh- \ ions thai a conipaiiN spending hun- dreds of thousands of dollars should have ils own advertising manager. So Daniel Scully, foriuerl\ connected with the display, merchandising and re- search departments of the Los Angeles Examiner, was hired. W iili Scullj began the newest phase ol Nedicks' spot radio campaign. The Marts Glickman play-by-pla) broad- casts from Madison Square Garden. Formerly the company's main effort, was cancelled. Besides the rising cost ol the show. Glickman had become so popular that additional participating sponsors bought in. Despite the fact thai it had grown up with the pro- gram. Nedicks fell that its identity with the Bi$ Buy hi Knoxville! Not the biggest station, hut the Kit, 1HY in cost per thousand homes reached in Knoxville's ""gold- en circle" . . . the industrial metropolitan area of .'{.'{.1. 000 people. Cover this compact market with WBIB \M and FM, both for the price of one. The Boiling Company the show had seriously faded. As each of its sports and news broadcasts ran out, an early morning disk jockey show was substituted, until the lineup became complete in January 1951. It was almost two years ago that Nedicks' canned orange drink concen- trate became a separate division of the company. Though recently cut down a great deal, the orange concentrate campaign was budgeted at $250,000 a year. In a definite switch from Ne- dicks' store promotion, canned orange drink got radio. TV, and newspaper advertising simultaneously . For example, 10 TV stations carried one-minute commercials through May, June, and July 1951. Most stations ran about two such filmed announce- ments per week, though one carried up to five per week. One of the biggest single promo- tions for the canned drink was a dinner parly put on for some 50 managers of independent New York supermarkets and their wives. Worked out jointly by Tex McCrary (of the Tex & Jinx radio show). WNBC and agency ad- men, il look place 17 May 1951. Fol- lowing a lush meal at New York's French Grill, Tex and Jinx invited 15 grocers and their wives up to an NBC recording studio. There Tex inter- viewed the 15 wives, invited them to IN DANVILLE, VA. BUY THE OLD ESTABLISHED EST AHLl SHED 19SO HIGHLY RATED 92. S AVERAGE WINTER 1991 ABC STATION WBTM HOLLINGBERRY IDAHO'S MOST POWERFUL 10,000 WATTS k c e m BOISE, 185,000 CUSTOMERS 86 SPONSOR try out Nedicks' special "shaker bottle" for mixing orange drink concentrate on the spot. These one-and-a-half to three-min- ute recorded interviews served as a backlog of recorded commercials which were inn olT on subsequent Tex & Jinx broadcasts. As one of the few "restaurant" chains using the air, Nedicks' ma- nuevers will be closely watched during the next few months 1>\ air-minded advertisers. Radio has pulled the com- pany up to an enviable position by its bankrupt bootstraps following the \{KVl bust. It's bolstered a slipping sales curve during the past year of higher prices. Now the big question is, what will air-wise Walter Mack |>ull out of the Nedicks hat in his position as its new president ? * * * AGENCY CHANCES {Continued from page 25) doesn't think his present agency ran do the job. BBDO, again, got pari of the billings of Viek Chemical just be- cause Vick fell there was no point in asking Morse International ( in some ways almost a Viek "house" agency) to set up a TV department to handle it. Clients who are determined to become an advertising success in TV will not hesitate to snitch agencies to find it- One of the more interesting cases of this sort has been the recent wander- ings of the Gruen account, one of America's biggest watch advertisers. From L936 to 1947 the account was safely berthed at McCann-Kriekson, which did a good job on Cnien's space and printed advertising, but which achieved ordy fair success for the cli- ent in radio. Omen's aggressive presi- dent, Benjamin Kat/. eyed the success of Bulova's radio time signal fran- chises, and hoped lor an air advertis- ing success to match it. Everything from network radio to spot radio was tried, but Rulova stayed out in front. In L947, Gruen became dissatisfied with McCann-Erickson, feeling thai the agency was not coming np with the right kind of retail know -how in its ad- vertising, thai the air advertising was not aggressive enough. Gruen invited other agencies to make a pitch, finally selected the Grey agency, which has built a reputation out of knowing the intricacies of merchandising and re- tailing. This proved no panacea to Oi lien's (roubles, and Gruen's tiel fell HUUrtK surveys the SEVENTEENTH STATE * THE SEVENTEENTH STATE A compact maiket composed of a homogeneous group of 53 counties in Eastern New York and Western New England ... so called because its population exceeds that of 32 states in the U. S. K . . • Burlington i »Bfli r« •Itiill.inri Cl.-.r. I..IK (^ .Ro.no Cll»v.r.««.li<-. >•»•''"<.'•' Spwni.|.< S 4i'iif,» •Johnttown I 'i IW-nMinqton^jlJ, •TrOV .N.A.l.miS I nriiiiill and Hooper discovers that: WGY delivers ,i regular listening audience in all 22 cities of the Seventeenth State. WGY's average evening audience is larger than the audiences of the next two stations combined. WGY's day time audience is IK'/, large] t ha n the next best station's daytime audience. WGY's share of audience is above 20' ,' in IS of the 22 cities. Station "B's" shan ol audii nee is 20' q or over in only 4. This tremendous power and coverage advantage is yours at a lower cost than any combination of stations in the area needed to reach the same markets. Call NBC Spot Sales, New York, N. Y., or the WGY Sales Department, Schenectady, N. Y., today! 50,000 WATTS 8 10 K . C A CENERAL ELECTRIC STATION THE ONLY STATION COVERING ALL 2 2 MARKETS OF THE 17TH STATE 27 AUGUST 1951 87 1000 WATTS The deep south, suh, is predominantly hillbilly, and hillbilly is what our folks get to the tune of nearly 8 hours a day. Live bands, disc jockeys, and farm and market reports have made WPAL the top favorite with the hillbilly fans who comprise the vast majority of the Southland. Let our reps tell you more about our "folksy" way of selling. It's mighty effective, suh! 1/7. Irwin L. Mahl Lewis-Howe Company St. Louis, Missouri Dear Irwin : Both wake-up and git-up times in Charleston, West Virginny is CLOCK- WATCHER limes — an' thet. means thet folks is alissenin ter III IIS! Begin- riin' at 5:30 each. mornin' an run- riin' till nine, arr CLOCK- WATCHER gives th' news, tells folks whut ter wear, plays till lines in' mu- sic, and ginerally gits ever one off ter a good start fer lh' day. Why, Irivin, they ' s In e stations in town, Imi way over hall in ih' peo- ple lissenin' is ttiined ter II < IIS durin' th' Hoop- erill cd jieri ods ,i, ih' (IIX Kll III HER. Now,thet's siimplliin' lolls like you orta keep in mind! Yah recly gits lissener.s when Mil, uses WCHS! w c Yrs. Algy H S Charleston, W. Va. New, Class BlA Store in the Five Points area Mr. Joe E. Walters, General Manager of Sears El Paso store K R O D and "RED" BROWN mean business for SEARS IN EL PASO Mr. Joe Walters, popular and progressive manager of this mammoth El Paso store, is enthusiastic ahout the business which KROD's guitar-playin' funnyman "Red " Brown has been bringing Sears for years with his weekly Saturday morning show. This is the only regular radio show which Sears uses in El Paso. YOUR business can also profit by the tremendous pulling pow- er of this influential (IBS station serving the F.l Paso area's 441,310 people with their $396,840,000 of retail purchases. RODf.RK K BROADCASTING ( ORP. Dorranie D. Roderick Val Lawrence Preiident VicePres. & Gen. Mgr Represented Nationally by THE O. L. TAYLOR COMPANY off from a 1947 figure of some $1,500,- 000 to about $750,000. Gruen then be- gan to feel that "closeness" was what was needed; that the agency should be within a cab ride of Gruen's Cincinnati headquarters to get best results, and to move quickly in ad campaigns. Accordingly, the account moved last year to Stockton, West, Burkhart — a local Cincinnati ad agency — and began to eye television as an answer to the Bulova air formula. SWB sold Gruen on sponsoring the packaged Blind Date show, at a weekly time-and-talent rate of $20.000— a lot for Gruen. Gruen should seemingly have been happy. It had its coveted '"home town" agency setup, it was in TV. sales were picking up again. However, when Benjamin Katz of Gruen goes after an ideal, he stays on the trail for a long time. Fi- nally, he decided that a local ad agen- cy and a moderate TV success were not the answers, and invited agency pitches. Some agencies declined, because Gruen was competitive with one of their accounts or because of Gruen's reputation as being a "tough" account to service due to heavy demands it made on agency personnel. However, a dozen top agencies were in the final selection — including McCann-Erickson. This time, things were different. For one thing. McCann-Erickson indicated that it was willing to talk about open- ing a Cincinnati office, and had learned much recently about the type of ap- proach Gruen wanted. For another, McCann-Erickson has lately acquired an excellent TV reputation, as a result of successes like Studio One for West- inghouse, Garry Moore for Junket Foods, and Kate Smith for Chese- brough. (Note: McCann-Erickson pre- fers to buy, rather than package, shows for clients. I Benjamin Katz. and ad manager Ber- nie Kliman, as well as other Gruen executives, made their decision. The account went, a few weeks ago, to Mc- Cann-Erickson. All may not be sugar and cream for McCann-Erickson with the account, even though it represents a neat $1,- 500.000 annually. Said a v. p. of an- other agency I which had not solicited the account) : "When we heard that Gruen intended to spend something like ')()' J of its budget for a fancy dramat- ic show on TV, the Gruen Guild Thea- tre, we decided that the risk was too great. Our agency board felt that the campaign was too unbalanced, and. 88 SPONSOR while a mistake or two might get by if the spending was in radio or maga- zines, a TV 'near-miss' would find the account leaving the agency." Radio has not precipitated, in re- cent years, the same kind of dramatic rifts that have been caused by TV, but it's still high on the list of the things that can make an account head out an agency door. The recent switch of the million-dollar American Chicle billings, one of the leading users of spot radio, out of Badger and Browning & Hersey to SSC&B is reported caused by the former agency's missing the boat on a radio jingle series. Radio frictions de- veloping over the Prudential Family Hour of Stars (in this case, the origi- nal agency is said to have considered it a clinker, but the client liked it) is said to have been behind the shift a year or so ago of the insurance com- pany's account out of Benton & Bowles to Calkins & Holden, Carlock, McClin- Within only three days, Pequot Mills received 1,197 requests for a booklet it offered to hpl listeners in New York. Not only was the cost per inquiry low, the sponsor said, but all other media were "far outdistanced" by THE HOUSEWIVES' PROTECTIVE LEAGUE Most sales-effective participating program . . . anywhere! ton & Smith. The inability of Foote, Cone & Belding to come up with suc- cessful radio formulas lor the antihis- taminic products of Anahist, and for Lever's Pepsodent are believed major reasons why these accounts switched respectively to BBDO and McCann- Erickson. Dissatisfaction over radio has les- sened, partly because radio has become more of a finite art, and partly because TV has put it in the shade when it comes to creating agency-client hassles. Still for a few clients, the proper radio formula is an elusive thing, which in- volves constant juggling of the account. The Kellogg Company, for instance, years ago moved part of its radio bill- ings out of N. W. Ayer because of dis- satisfaction with the pull of some Ayer- built radio shows for the cereal firm. Much of the account went to J. Wal- ter Thompson, then making a hot name for itself in radio with Lux Radio The- atre and a series of big variety shows for Standard Brands. Then, in 1939, JWT's John Reber concocted a show for Kellogg called The Circle (an in- formal, chatty kaffee klatsch of stars like Ronald Colman, Madeleine Car- roll, Groucho Marx, etc.). The cost was huge, the ratings minuscule, and the stars all developed violent hatreds for each other. Out from JWT, soon thereafter, marched a big hunk of the Kellogg billings, and into the eager arms of Kenyon & Eckhardt. However, in re- cent weeks, Kellogg has grown increas- ingly unhappy over some of K&E's ra- dio commercial efforts ( although Kel- logg's Space Cadet through K&E is humming on all rockets in TV), and has been moving more and more of the account to Leo Burnett in Chicago. Even the apparent success of a for- mula in radio can wear thin after a while. Earlier this year, many an ad- man was surprised when the B. T. Bab- bitt account, which has built a solid sales record through its use of premi- um advertising on radio via the Duane Jones agency, moved over to the Wil- liam H. Weintraub agency. Reason: the feeling that the radio approach was growing stale, and that it wasn't pro- ducing sales the way it had. Wein- traub, it's said, had no intentions of trying to out-premium the Jones agen- cy. The account was landed because of a presentation which stressed that Babbitt should be selling soap, not premiums. Weintraub's present ap- proach has been to push the qualities \ CAROLINIANS ANDERSON, SOUTH CAROLINA Sensat!on-city of the South Carolina Pied- mont, Anderson's industrial payroll has grown from 7 million to 44 million annually since 1940. The 250,000 people in Anderson's trading area receive television service from three stations but 89% "tune most" to WBTV Charlotte. REPRESENTED NATIONALLY BY RADIO SALES 27AUCUST 1951 89 the DOMINANT STATION in the RICH Western Half of Arkansas and East- Central Oklahoma. 950 on the DIAL Great Local Programming + ABC • • ^^^H IKw • • • • • SPOT These, too Buy In A Package ONE ORDER ONE BILLING Her© ore three markets of PEOPLE with "money-to-buy" . . . Ask John E. Pearson • Co., representatives, for full particulars. J • Owned A Operated by SOUTHWESTERN PUBLISHING CO. Don W. Reynolds, Pres. Publishers of: Southwest Times- Record, Fort Smith, Arkansas; Examiner-Enterprise, Bortles- ville, Oklahoma; and The Daily Times, Okmul- gee, Oklahoma. ask John Hunt & Co. about the \\\\m & Martin STATIONS IN RICHMOND IV MUG-AM WC0D-™ WTV It-™ First Stations in Virginia of the soap first, and use the premiums as an added plus. Beyond the realm of radio and TV. the reasons why sponsors change their agencies are pretty much the same as they have always been. The feeling that the agency is getting "complacent" about an account, for instance, is one of the leading reasons why there is con- stant agency switching (either of prod- ucts or of entire accounts) among ad- vertisers in the food, drug, cosmetic, wine and beer, and soap fields. Nearly all large ad agencies have a "prospect'' list that is nothing more or less than all the other leading agencies' account lists minus the competitive ac- counts. It's only natural that some fancy backstage maneuvering goes on in the hunt for new business. The largest agencies — like J. Walter Thompson, BBDO, Y&R, McCann-Er- ickson, etc. — are fairly discreet in their approach, although they do get out and hustle when they have to. Other agencies will sometimes go to fantas- tic lengths to persuade a chairman of the board, or a leading stockholder, that his account should switch agencies — even if the ad manager seems to have no complaints. In contrast to Ben Duf- fy's famous one-shot call to land the American Tobacco account a few sea- sons back, Milton Biow is said to have stalked the Pepsi-Cola account for two solid years, through other agency switches and new executive line-ups at Pepsi, finally landing the soft drink through carefully-cultivated connec- tions. Agency raiding, whereby many new agencies were formed in the 1930's and 1940's, seems to be declining general- ly as a reason for account changes. Such spectacular exits as Messrs. Sul- livan, Stauffer, Colwell & Bayles out of Ruthrauff & Ryan with much Lever, Noxzema, and Smith Bros, business; Ted Bates from BBDO and later Ben- ton & Bowles with the Continental Bak- ing account; Robert Orr out of Lennen & Mitchell with the Jergens-Woodbury billings — these are now advertising rarities on the leading accounts. Agen- cies, particularly the large ones with big accounts, now service clients with a "platoon system" of specialists (con- stantly revolved) that the account exec- utive heads up. This "service in depth" makes it difficult, if not impossible, to hijack an account from the leading ad agencies. Turnovers in executive command of a client, particularly at an admanager 90%otK£CK's clients have renewed year in, year out, since station went on air the station most people listen to most in West Texas full time regional on 920 k. c. BEN NEDOW general manager ODESSA, TEXAS Nat'l Rep. Forjoe fir Co. 'Wfe Same old story in Rochester . . . WHEC WAY OUT AHEAD! Consistent Hooper Leader since 1943. Leads morning, afternoon^ and night! .... ^0 WHEC ROCHESTER, N.Y./| 5,000 WATTS \ Representative! ... EVERETT-McKINNEY, Inc., New York, Chicot LEE F. O'CONNELL CO., Los Angeles, San Francisco SPONSOR 'Ifi level, will sometimes move an account, but the "personality" aspect is dwin- dling in radio-TV advertising in favor of group and/or committee efforts on both sides. Well-timed agency advertis- ing (most agencies don't; should do more) for itself has influenced account moves, but there isn't enough of it done to be a factor. For better or worse, most leading accounts that are big radio-TV users are held at agencies primarily by suc- cessful air campaigns. However, to ra- dio's long-time stresses on agency-cli- ent relationships has been added tele- vision, with a whole new set of head- aches. It's likely that the failure of an air campaign — particularly in the video medium — will be the leading reason for agency upheaval for a long, long time. -k -k -k 510 MADISON (Continued from page 10) We received the 2 July issue of sponsor, in which you offered the com- plete "TV Dictionary/Handbook for Sponsors" to all subscribers on request. We are very interested in this and would appreciate your sending us a book for our office. Richard W. Thomas Assistant Advertising Director Gunther Brewing Company Baltimore Please add my name to the list of those who would like to receive a copy of your forthcoming "TV Dictionary/ Handbook for Sponsors." Standardization is a much-needed thing in TV, and a uniform glossary of terms is a good start. Please send the booklet, when it is ready, to my attention, at the above address. Sherwood Armstrong Radio-TV Director Foote, Cone & Belding San Francisco • Above letters are typical of hundreds re- ceived. The 72-papc TV Dictionary is now in the mails, FRKE to subscribers. Additional copy co^l is S2. Low-cost bulk rates on request. PACKAGE that ty film spot at TELEFILM Inc. in Hollywood (28) Calif, since 1 938 27 AUGUST 1951 fii>iiiiiiliiiiiiiiiiiiiiii:iiiiiiiiiiiii!iiiiiiiiiii:iiiiiiiiii!iiiiiiii!iiiiiiiii!;!ii;iiii:iiiiiiiiiiiiii!i!!iii 'iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiMiiiiiiniiiiiiiiiiiiJiiii i iiniiiiiiiiiiiiiiiininiiiiiiiiiiiiiiiiuiiiiiiKiiiiin!: free WITH YOUR SUBSCRIPTION TO SPONSOR THE NEWLY.PUBLISHED 72 PAGE TV-DICTIONARY/HANDBOOK FOR SPONSORS Denning more than 1,000 television terms and uses, the $2 pocket-size dictionary is the only publication of its kind. Including a sign-language for TV, valuable data on camera and lens usage, TV union particulars, and other pertinent TV information, the new dictionary will be a prized possession you'll refer to again and again. Be sure you get a copy by entering your sub- scription to SPONSOR without delay. Yearly subscription rate is only $8 for the 26 bi-weekly issuesj the two-year rate of $12 is SPONSOR'S most popular value. Bulk TV Dictionary rates on request. PLEASE USE THE FORM BELOW AND MAIL TODAY ! r SPONSOR 510 Madison Avenue New York 22 Please enter my subscription to SPONSOR and send me FREE the new 72-page TV Dictionary/Handbook. Bill me later. "I Address . City Zone □ $12 ti State □ $8 one year =rfiiiiiiiiiiiiiiHi:iiiiniii iiiiiiiiiiiiiiiiiiiii.iiiiiiiiiiiniiiiiiiiiiiiiiiii i iiiNiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiin 91 SPONSOR SPEAKS A Canadian looks at Canadian radio sponsor's Canadian radio section in this issue was compiled and written by a Canadian. He is Toronto-born Frank Rasky, one of our senior editors. Frank is a graduate of the University of Toronto, an editorial alumnus of the Toronto Daily Star and the Van- couver Sun, and continues today as a frequent contributor to the Canadian national magazine, New Liberty. To refresh his memory of the Cana- dian scene, Frank went to Toronto and Montreal, where he interviewed count- less people in the radio industry. He also conducted a voluminous corre- spondence with admen and broadcast- ers in other cities throughout the Do- minion. Here's what he has to say to our neighbors across the border: "As an expatriate revisiting his homeland, I found much in Canadian radio that opened my eyes in wonder- ment. But. with your indulgence, I would like to pass along two sugges- tions only that may help you: "1. By and large. Canada's private- ly owned stations have worked mira- cles, contending as they must with the CBC's stultifying regulations. How- ever, they must prepare to work even greater miracles, unless they're willing to allow the CBC to suffocate the de- velopment of TV in Canada. "True, the Canadian Association of Broadcasters has published an excel- lent brief, exposing, point-by-point, the yawning, illogical holes in the recom- mendations made by the Massey Com- mission. But that isn't enough. In their lethargy, many broadcasters al- ready are beginning to accept the CBC's grip on Canadian TV as a fait accompli. What is needed is a concert- ed drive by Canadian broadcasters, ad- vertising agencies, advertisers and sta- tion representatives, to exert pressure on Parliament. Otherwise, free enter- prisers in Canadian TV will find them- selves in the same dilemma as those now shackled in Canadian radio. "2. With some notable exceptions, I found that Canadian advertising agen- cies and broadcasters are lackadaisical about promoting their services to American advertisers. Alex M. Miller of the Canadian Association of Adver- tising Agencies; Pat Freeman of the CAB; and Canadian station represen- tatives in New York, all do a wondrous amount of missionary work. But they, obviously, are hobbled by lack of suf- ficient support. They can't do it all themselves. Ad agencies and broad- casters individually must contribute their own publicity. "It may be that Canadian business- men have an abhorrence for showman- ship. They take refuge in the defini- tion offered by Napier Moore in The Pull of Canadianism: 'We are well-bal- anced, steady and objective, and like the story of a good man who doesn't shoot his wife, steal a fortune, or set fire to his neighbor's house, there's not much news in that.' An abject attitude of this kind simply isn't good business. American advertisers are willing to deal with Canadians, but first thev must be sold. Canadian ad agencies and broadcasters have a wealth of unique services to offer them, but first they must wake up to the value of pro- motional showmanship. Canadian ra- dio is news. So let's hear you toot your horn; so far, the sound hasn't penetrated vigorously enough across the friendly U. S. -Canadian border." Radio rises to the challenge Radio's biggest guns are in position for the greatest promotion barrage in its history. This is to be the answer to all the doubts and fears about radio current in advertising circles that seemed to be shared for so long by many broadcasters themselves. As has been the case so often in the past, CBS is expected to do something special in sounding its new selling theme for radio. NBC's contribution, on a com- petitively statistical level, is well un- derway as is that of ABC and Mutual. The biggest news of all is awaited from the conversations the Broadcast Advertising Bureau has been having with the four networks. It's under- stood in radio row that only one net- work has not yet approved the plan for joining radio's big, independent pro- motional organization. The combined efforts of the networks, the individual stations, and BAB should produce reams of valuable aids and guidance for harried advertisers. Applause We tip our hat to . . . NRDGA ami BAB — for providing some much needed guidance to the growing number of retail sponsors in a newly-published book titled "Depart- ment Store Radio Advertising." Citing case histories of department store pro- graming compiled from the National Retail Dry Goods Association radio contest, the 70-page book is the first of a series to be published by the as- sociation in cooperation with Broad- cast Advertising Bureau. The Advertising Couneil — which in its ninth year of public service contin- ues stronger than ever. Like radio, tel- evision was quick to develop an adver- tising allocation plan with the coopera- tion of 50 network advertisers and four TV networks. All told, American busi- ness through The Advertising Council conducted To major public service cam- paigns last year to help step up the mobilization effort and to arouse more active citizen participation in solving public problems. United States Steel Corporation — whose summer concert series featuring the NBC Symphony has been voted the "best program of summer music on the air" in Musical America's eighth an- nual radio poll. Pioneer Station WWJ — which was 31 years old the 20th of this month. The first commercial radio station to reach that milestone, WWJ celebrated throughout the day with special pro- grams and features. WWJ-TV also participated in the celebration. 92 SPONSOR 'Ik IN T\ It's KANSAS CITY- \aok in Business " j and it's /fsTKT/x *c*mi**.k r--?_ The above picture was August 14, 1951. A month earlier, July 14, this area was under 14 to 18 feet of water. Midwesterners are noted for their wholehearted determina- tion. And because of this determi- nation, Greater Kansas City and the entire recently flooded sec- tions of Kansas and Missouri are "Back in Business"! Kansas City is entitled to a mighty salute — not only for its quick return to normal, but for the manner in which flood con- trol legislation is being enacted to prevent a recurrence of flood- ing in the heart of America. That same determination and coopera- tion will see all partially com- pleted projects to a finish and the necessary new water control sys- tems built without delay. Hats off to Kansas City and the Midwest! Standing in the midst of this spirit, The KMBC-KFRM Team can see only one ultimate result -a BIGGER AND BET- TER KANSAS CITY! Represented nationally by Free & Peters, Inc. -£*6c TO SELL THE WHOLE HEART OF AMERICA WHOLEHEARTEDLY, IT'S KMBC-KFRM ea\ 6TH OLDEST CBS AFFILIATE PROGRAMMED BY KMBC OWNED AND OPERATED BY MIDLAND BROADCASTING COMPANY NEW YORK BOSTON CHICAGO DETROIT SAN FRANCISCO ATLANTA HOLLYWOOD IEPTEMBER 1951 • 50c Per Copy $8 a Year RECEIVED SZP 1 i |95i Science fiction shows are hot trend — see story p. 36 Report iu Sponsors Why radio will thrive in a TV era-p. 25 Men, Money, and Motives page 6 Mr, Sponsc Barbara Collyer page 20 Reynolds I Metals Air Strategy page 28 Banks on Radio/TV page 32 How to Run Premium Promotion page 34 ars Dead Ahead, Sir P page 36 Tips on Film Commercials page 39 Editorials page 92 Virginia: state of presidents Mount Vernon — Home of Washington What does leadership spring from? It's hard to say- yet it's safe to link that unique quality to alertness, ingenuity, practical idealism, and a pioneering spirit. Virginia is aptly termed the State of Presidents. Among the nation's leaders, Washington, Jefferson, Madison, Tyler, Taylor, Monroe, William Harrison, and Wilson all called the Old Dominion home. Is it coincidence that the State of Presidents led the way when the revolutionary air duo, radio and television, first dawned on the horizon? Is it coincidence that WMBG, WCOD (FM) and WTVR. First Stations of Virginia, lead sponsors right into the hearts of their vast audiences? WMBG WCOD FM Havens & Martin Stations are the only complete broadcasting institution in Richmond. Pioneer NBC outlets for Virginia's first market. Represented nationally by John Blair & Company WTVR IthcTSSuftfsfirst television statiot FIRST STATIONS OF VIRGINIA p 1 1 'I Jones agency dissidents may lose some of accounts before they start Novel test will pit AM against TV on sales basis Replacement TV stanzas losing far more audience than year- rounders Crawford clothes launches record- breaking air promotion New mail-order tempest stirring? Though most reports put it down as accomplished fact that Duane Jones Agency staffers are setting up new shop with several big accounts as- sured, SPONSOR has learned "Jones boys" may be over optimistic. One of supposedly in-the-bag accounts, heavy radio/TV spender, is receiv- ing pitches from half dozen agencies, hadn't made decision at press- time. Meanwhile, Jones is suing dissident staffers. Agency's trou- bles have been brewing for months, with loss of Babbitt account to Weintraub early this year one major symptom. (For commentary by Bob Landry, see Men, Money, Motives, page 6.) -SR- In secret, major account is preparing to test sales scored by televi- sion against its radio results. Network of 9 radio stations has been lined up to compete against 2 TV stations within one state of ac- count's sales territory. Firm gets announcements on its 9 AM stations for same amount it now spends on 2 TV stations involved. By checking sales figures carefully, it's hoped test will show whether TV's impact is really greater — dollar-f or-dollar — than radio's. -SR- Advertest study conducted 3-11 August found that 3 TV programs on year-round lost only 10% of audience ; but average audience loss of 3 replacement shows was 42%. Average TV set in 767 New York-area homes checked was in use 15% less during summer than winter, with average individual in TV home spending 2% hours daily watching TV in summer. -SR- Crawford clothing chain in New York City has launched what may be record-breaking air campaign for clothing retailer in one market. Crawford will spend major share of budget (estimated at million) on television via Al Paul Lefton Company. Lineup includes "Public Prose- cutor," and "They Stand Accused" dramas on WABD, and International Boxing Club bouts on WOR-TV. Considerable slice of budget will also go to radio, with news, d.j. shows, announcements on WINS, WMGM, WQXR, WLIB. Unique aspect of campaign is that in buying TV heavily Crawford is also expanding its radio budget. Firm had reduced air activity in recent years after headline-making saturation campaign 4 years ago. -SR- In recent column, radio/TV critic John Crosby pierced TV mail-order pitchman Charles D. Kasher with his usual sabre. Aside from amusement furnished, Crosby's comments may be first round in new public protests against mail-order on both radio and TV. Kasher' s filmed half-hour pitch was called equivalent of 30-minute commercial by viewers who wrote to Crosby. (It consists of harangue on nutrition summing up with specific pitch for mail-order vitamin product.) Equivalent mail- order pitch is now making rounds on radio, with stage star Richard Llewellyn lecturing on hair care for 15 minutes, leading up to hair- oil pitch. SPONSOR. Volume 5. No. 19. 10 September 1951. Published biweekly by SPONSOR Publications. Inc.. at 3110 Elm Ave.. Baltimore. Md. Executive. Editorial, Circulation Office 510 Madison Ave.. New York 22. $8 a year In U. S. $9 elsewhere. Entered as second class matter 29 January 1949 at Baltimore. Md. postofflce under Act 3 March 1879. REPORT TO SPONSORS for 10 September 1951 CBS' Hausman: "We are re- packaging radio." Nielsen emphasis on qualitative research regarded as healthy for radio and TV ABC has 23/4 more hours sold this fall than last DuMont's Stickel predicts upswing in TV set sales Lang-Worth "Pigskin Salute" gives local stations slick football music format TV film planned at half cost of usual product You'll be hearing about more innovations in AM network selling along lines of CBS' plan for one-shot sponsorship of Red Skelton. Nets are bending every effort to make radio attractive to advertisers of every kind — particularly those who have never used radio before. That ' s strategy behind Skelton move. It's intended to compete directly with magazins for business of advertisers who use only one or two pages annually. Alluding to future plans, CBS vp Lou Hausman told SPONSOR: "We are repackaging radio." -SR- Agency and advertiser observers have told SPONSOR they feel A. C. Nielsen Company's emphasis on qualitative research in its recent pro- motion efforts has healthy effect on radio and TV. Nielsen has been stressing that meaning of ratings in relation to marketing realities for any given product are more important than raw audience score alone. "It all helps to dispel notion that you have to get more audi- ence than the other fellow to do a job," was way one account man summed it up. -SR- Once all new and renewed business is toted up, ABC radio network comes out substantially ahead of last fall. As of 1 October last year, net had 21V2 hours sold (Monday through Friday). This year's total is 24% hours and mornings are completely sold out except for one quarter hour. Mutual, too, reports business increase, with gain in gross billings of 7% during January-July this year compared with same period last. -SR- Walter L. Stickel, Allen B. DuMont Laboratories set sales manager, predicts lagging TV receiver sales will swing upward this fall. He cites more than 40% of sets which have 14" tube or smaller as consti- tuting healthy replacement market and stimulation resulting from open- ing of Omaha-San Francisco TV linkup. -SR- Extent to which music libraries have become program "services" is dem- onstrated by new "Pigskin Salute," 47-page book issued by Lang-Worth Feature Programs. Book enables local stations to whip together effec- tive football music shows, includes scripted salutes to 86 colleges. Via library services like this, Lang-Worth and other programing firms are enabling local-level sponsors to get shows of metropolitan cali- bre. National sponsors benefit, too, since good share of money spent locally is made up of co-op funds. -SR- Holbert Productions, newly formed TV film packager, told SPONSOR it is planning series of 13 quarter-hour films at "half cost of anything thus far produced for TV." Production on documentary-type stanzas will be preplanned to Nth degree, use 16mm film with sound recorded on same film — up to now technically difficult. Said Jerry Albert, partner in firm and former United World Films executive: "We hope to become the Klein's of the TV field, with values at extreme low cost." (Please turn to page 52) SPONSOR am No. 27 OF A SERIES Christy Mathewson In No Walks) WHEC In Rochester Radio 10HG TIMB WHEC is Rochester's most-listened-to station and has been ever since Rochester has been Hooperated! Note WHEC's leadership morning, afternoon, evening: STATION STATION STATION STATION STATION STATION WHEC B c D E F MORNING 8:00-12:00 Noon Monday through Fri. 38.4 25.7 7.0 9.3 14.6 4.0 AFTERNOON 12:00-6:00 P.M. Monday through Fri. 45.4 29.3 6.6 11.5 3.4 2.6 Station EVENING 6:00-10:30 P.M. Sundav through Sat. 33.3 30.4 FEBRUARY 9.7 THRU 11.5 MAY, 1951 12.5 Broadcast? till Sunset Only LATEST BEFORE CLOSING TIME BUY WHERE THEY'RE LISTENING: - N. Y. 5,000 WATTS Representatives: EVERETT- McKlMHEY, Inc. New York, Chicago, LEE F. O'CONNELL CO., Los Angeles, San Francisco, 10 SEPTEMBER 1951 DIGEST FOR 10 SEPTEMBER 1951 VOLUME 5 NUMBER 19 ARTICLES llli 1/ radio will thrive in a TV era Through hard-hitting audience promotion and program ideas which make news, radio's leaders plan to ensure the value of their medium to sponsors How a young giant makes friends In one decade, Reynolds Metals Company became No. 2 aluminum maker, matched industrial expansion with public relations campaign via spot radio Be careful on the air: Part I For their own best protection, sponsors should understand the workings of censorship, know how to self-censor Banks can do better on radio/TV Lamentable ignorance of many bank admanagers about broadcast media makes for poor advertising. But many banks do cash in with radio How to run a premium promotion SPONSOR details the techniques successful sponsors employ in selecting and handling premiums for maximum profit "Mars dead ahead, strr' Science fiction has rocketed to new popularity in movies, magazines, books, comics, is proving hot sponsor bet on radio/TV Film commercial production tips: Part II Uninformed admen drive TV film producers mad. Concluding report on Transfilm briefings cover Direction, Cost Control, Production Detail COMING tludson Paper Company uses radio After dropping spot radio for network TV, No. I napkin-maker found dra- 9M Ki»i\t matic proof of radio's pulling power, is now restoring spot AM schedule k " * II hut has TV leurned about economy? The young medium, TV, though notoriously expensive, is finding ways and 9 1 ci ^ means of cutting costs through production economies k " 25 28 30 32 34 36 39 DEPARTMENTS MEN, MONEY & MOTIVES 510 MADSON NEW AND RENEW MR. SPONSOR: BARBARA COLLYER P. S. TV RESULTS MR. SPONSOR ASKS RADIO COMMERCIALS ROUNDUP SPONSOR SPEAKS 6 10 15 20 22 42 44 48 50 92 Be careful on the air: Part II The second part of SPONSOR'S series on censorship covers TV taboos, some of the unique difficulties video sponsors face 24 Sept. COVER: Radio and TV shows of science fic- tion nature are cashing in on a nationwide boom in futuristic fare. However, commercials need careful integration. Here, executives huddle at Hirshon-Garfield agency to discuss TV commercials in Jacques Kreisler (watch- bands) "Tales of Tomorrow" on ABC-TV. L. to r.: Arthur Weil, A.E.; Irwin Spitzer, agency v. p.; Jean Burns, secretary; Sidney Garfield, pres. of H-G; Joe Roberts, Kreisler ad manager; George Foley, co-producer of Kreisler's show. Not shown in the picture is Bob Lewine, agency television director. Kreisler currently is considering a radio version of its TV program for non-video areas. Editor & President: Norman R. Glenn Secretary-Treasurer: Elaine Couper Glenn Managing Editor: Miles David Senior Editors: Erik H. Arctander, Frank Rasky, Charles Sinclair Ass't Editors: Fred Birnbaum, Lila Lederman, Richard A. Jackson Art Director: Howard Wechsler Vice-President - Advertising: Norman Knight Advertising Department: Edwin D. Cooper (Western Manager), George Weiss (Trav- eling Representative, Chicago Office), John A. Kovchok (Production Manager), Edna Yergin, John McCormack Vice-President - Business Mgr.: Bernard Piatt Circulation Department: Evelyn Satz (Sub- scription Manager), Emily Cutillo, Joseph- ine Villa n+i Secretary to Publisher: Augusta Shearman Office Manager: Olive Sherban Published biweekly by SPONSOR PUBLICATIONS INC.. combined with TV. Executive. Editorial. Circulation and Advertising Offices: 510 Madison Ave.. New York 22. N. Y. Telephone: MTJrray Hill 8-2772. Chicago Office: 161 B. Grand Ave., Suite 110. Telephone: Superior 7-9883. West Coast Office: 6087 Sunset Boulevard, Los Angeles. Telephone: Hillside 8089. Printing Office: 3110 Bin) Ave., Baltimore 11, Md. Subscriptions: United States $8 a year. Canada and foreign $9. Single copies 60c. Printed in U. S. A. Address all correspondence to 610 Madison Avenue. New York 22. N. Y. Copyright 1961. SPONSOR PUBLICATIONS INC. am • • • "FOR OUT OF HOME" LISTENING • • • WKMH U now* NQ1 Ul Detroit In 21 out of 48 quarter-hours, (12 noon to 12 midnight, Mon. thru Fri.), WKMH is the Number One Station (or is tied for Number One) in "out-of-home" listening. (*) (**) REFERENCE: PULSE OF DETROIT, JULY 195 1 * TYING FOR FIRST PLACE, FOR EXAMPLE, WITH ITS BROADCAST OF THE NEWS BY JOHN W. VANDERCOCK FROM WASHINGTON (7:00-7:15 PM MON. THRU FRI.) •* WKMHs OWN NEWSCASTER DALE MARR IS NUMBER ONE PRO- GRAM HEARD IN DETROIT (11:00-11:15 PM, MON. THRU FRI.) LOOK FOR MORE POWER IN JACKSON, MICHIGAN! W K H AA W,LL BE 0N THE A,R OCTOBER FIRST. 1000 WATTS 970 ON THE DIAL Contact your Headlcy-Rced representative 10 SEPTEMBER 1951 BETWEEN , COMMERCIALS BY KAY MULVIHILL San Francisco was once again in the television lime- light as the site of the network pool telecast of the Japanese Peace Treaty last week — a history-making oc- casion which marked the opening of the transcontinental micro-wave. With the appointment of CBS by the four networks to handle the pool pickup and co- ordinate the program, KPIX, as the CBS affiliate, was delegated to telecast the Peace Treaty proceedings in their entirety from San Francisco's War Memorial Opera House. Main portions of the eventful sessions were fed to stations throughout the coun- try— which brought the Peace Treaty proceedings to the largest viewing audi- ence in television's history. Heading the operational staff were: Sig Mikle- son of the CBS television network, who acted as program coordinator; Dave Kees and George Mathiesen of KPIX, who headed the production and engineering crews. TOP OF THE MARK Now being brought to KPIX viewers each Thursday at 6:30 PM is the tele-version of Margo Trumbull's popular KSFO radio series —"Top of the Mark." Televised directly from the world famous Top of the Mark, the half hour program features Margo's interviews with the world's best known figures in entertain- ment, political, literary and professional circles. Throughout the 1 1 years she has aired the show on KSFO, in addition to her recent TV activities, Margo has acquired a widespread reputation for her remarkable interviewing techniques, and the new KPIX series, now in its third week, has already gained an en- thusiastic following. ■;<.►:< CHANNEL VK*.fl Represented by The Kali Agency, Inc. KC tM m SAN FRANCISCO by Robert J. Landry The Duane Jones Agency has lately been having its middle-aged menopause in public. At least that's the way it shaped up after some weeks of pretty lurid charge and counter-charge. Jones was leaving at one point. Jones was back in the saddle at another. He was willing to sell out and, again, his staff was trying to steal the agency. With- out going into the details (if anybody really knows them all I the interesting fact stands clear that Jones was accused of being a "tired, inattentive genius." It got down to a question of who was loyal or disloyal to whom. Conspiracy of gossip or not the charge wTas spread — and it was a serious charge — that the big boss was no longer heart and soul. He was charged with cheating on invested labor. Note this factor of invested labor. Account "loyalty" often lies in a lively anticipation of the continued application of a known and valued type of service administered by known and valued personages. Family connections may occasionally figure but the so-called "vest- pocket account" is typically controlled not by pull or magic but by a sturdy record of trustworthy performance. * * * The Duane Jones case, and other recent agency fusses, raise again irrepressible questions as to why accounts change agencies, follow or don't follow this or that big wheel. Trade soothsayers want to know why BBDO is so hot these past three years in copping off new ac- counts, and why Young & Rubicam is "wobbly." All this concerns who gets what. * * * The advertising newsletter, Space & Time, undertook early in 1949 to tabulate "account turnover" during a 15-year period at various leading advertising agencies. The objective of the studies was to establish whether "big" agencies lost clients more or less rapidlv than "little" agencies. They do. There were five solid pages of into agency-out of agency listings for N. W. Ayer, a page and a half for Y&R, three pages for J. Walter Thompson. 18 lines for Benton & Bowles. * * * From the beginning, most advertising agencies have been "part- nerships." significantly named for their principals, like a legal or medical office.. On every side the stress has been upon "personality," defining personality broadly and not just as built-in agency smile or padded shoulder; rather as creative brainpower and matching glandu- lar energy. In the final reckoning, it becomes ever clearer that the effective agencyman is a strategist in sales planning and not merely a preparer of copy or a deviser of entertainment. Duane Jones built his reputation hack in the Babbitt Soap-Blarne) Stone days by laying all around him with a merchandising shillalah. J. Stirling Getchell, the short-lived genius, lived, breathed, bled, midwived with his ac- counts. Again and again, one man's metabolism makes an agency. (Please turn to page 84) SPONSOR RCA Service technicians, dur- ing their unique training pro- gram, live and breathe the subject of television— for your benefit. These men get TVs /nstc/e Sto/y When you buy a fine television re- ceiver, correct installation and main- tenance are as important as the set. For service technicians, RCA has developed the only training program of its kind— a factory program. During their studies, these men learn the basic facts of modern, all-electronic TV. . . how it reached its present perfection by research at RCA Laboratories . . . how to build a television receiver... how to select and install the right antenna for your Iwme ...all die complexities of kinescopes, elec- tron guns, tubes, television cameras and transmitters. When their studies are complete, they have a grasp of television's inside story that assures you the most perfect installation and main- tenance possible — under your RCA Victor Factory-Service Contract. See the latest wonders of radio, television, and elec- tronics at RCA Exhibition Hall, 36 West 49th Street, N.Y. Admission is free. Radio Corporation of America, RCA Building, Radio City, N.Y. 20, NY. Get all the performance that's built into your new RCA Victor home television receiver through an RCA Victor Factory- Service Contract. J*JI£>fO COfZf>On/%TtON of AMERICA H/or/c/ Ceac/er /n 'Rac/Zo — ftrsf in ~7e/ei//'sfort 10 SEPTEMBER 1951 LIKE TO HAVs PIECE OF SKELTO With this announcement, CBS Radio opens the mass circulation of night-time, netivork radio to advertisers with limited budgets. Also, to large advertisers for special promotions. RED SKELTOIS, star-shoivman, star-salesman — and his 13 million listeners — are now available on a one-time basis. The cost: less than a color page in a mass magazine. . . . Here,s how a one- time budget now fits big-time radio: QUESTION: How? ANSWER: Red Skelton's regular half-hour show— one of the "top ten" in all radio — will be on the air for 39 ; consecutive weeks, starting October 3. Each mass- market broadcast will be sold to a single sponsor (but a sponsor will not be limited to a single broadcast). QUESTION: How will advertisers use the show? ANSWER:To say something special with impact— as explo- sive as the laughter of Skelton's listeners. . . . Here is mass radio uniquely produced to launch a new prod- uct—kick off a drive — announce a contest Here also is the perfect opportunity for the split-timing and com- manding attention that many advertisers need for peak- selling seasons and holidays: Christmas. White Sales. Mother's Day, Father's Day, June weddings and grad- uations. (Skelton ad libs over our shoulder : "For Thanks- giving, we can sell bogs and bogs of cranberries.") QUESTION: Any merchandising tie-ins? ANSWER: Displays and mailings will flash the appeal of Skelton's personality, tieing-in program, product, and purse at the sales counter. QUESTION: What's the time of broadcast? ANSWER: During a peak listening hour — 9:00 to 9:30 p.m., Wednesdays. Between the big-audience attractions of Dr. Christian and Bing Crosby. QUESTION: How many stations in the Skelton line-up? ANSWER: Stations accounting for 91.4 per cent of the entire CBS Radio circulation are available for clearance. QUESTION: How many listeners? ANSWER: \ear-in, year-out Red Skelton in front of a microphone is a human, fun-making magnet. Last sea- son, he drew an average weekly audience of more than 13 million people. QUESTION: How much does the show cost? ANSWER: $23,500— including time, talent, and merchan- dising. To give this price a yardstick: For $23,500, you can tap a mass audience and listener-loyalty that took an annual investment of $1,500,000 to build. QUESTION: How will sponsors be scheduled? WSWKR: Soiely on a first-come, first-to-profit basis. QUESTION: Are there any other answers? ANSWER: Just a reminder: To say things that get things started . ..or to give a peak-selling season a higher peak than ever, RED SKELTON is your boy For available program dates call your representative at... THE CBS RADIO NETWORK Now Available! Food and Drug Brand Distribution Survey Results for 1951 Consumer Preferences of National Brands in Itnva — JSebr. — Missouri Kansas Here is valuable help for manufacturers of food and drug items who want to know the popularity ratings of their lines, as well as com- peting products. Members of the KMA Research Staff traveled more than 2500 miles to personally shelf- check retail establishments in the vast KMA area. Get your copy of either the drug or food survey by writ- ing KMA or contacting Avery-Knodel, Inc., national representatives. KMA SHENANDOAH, IOWA Represented by Avery-Knodel, Inc. Jadisan CHAP-ANS VOLUME Important corrections, please, in your otherwise fine article on Chap Stick and Chap-ans in the 30 JuU issue. The figures on dollar volume are way off beam — and embarrassing both to our client and this agency. In the case of Chap Stick, we imag- ine that you estimated them on the re- tail sales of approximately seven mil- lion Chap Sticks at 250 apiece. But certainly the volume quoted for Chap- ans was completely guesswork — and considerably over-inflated. Too bad ! The rest of the story showed a lot of digging. But we would like a correction on volume brought to the attention of your readers. Paul G. Gumbinner Vice President Lawrence C. Gumbirmer Advertising Agency New York • Reader Gumbinner is correct. Obviously. SPONSORS tally of SI. 750. 0(H) for Chap Sticks gross was ascertained by multiplying 7,000,000 sales by 25c. The Chap-ans volume of $3,000,000 quoted was an estimate and was so described in the article. When a source declines to reveal volume figures, there is nothing else to do but make an estimate based on information cleaned from the best informed people in that special field. SPONSOR regrets any embarrassment caused Mr. Gumbinner or his account and will be -I... I to print the actual total if the agency or the account will furnish it. TIMES SQUARE COVERAGE I noticed under New on Television Networks in a recent issue of SPON- SOR, that the Maiden Form Brassiere Company is going to sponsor on ABC- TV a program entitled / Cover Times Square. My only comment on this would be that it must be some brassiere. Dan Hydrick Jr. Station Manager WDYK Cumberland. Md. Under Management of MAY BROADCASTING CO. Shenandoah, Iowa FABULOUS COLUMBIA WORKSHOP In sponsor for 12 February 1951. you published Part One of a series. "The fabulous Columbia Workshop." It was a wonderfully written piece and was concluded with a promise that a second article would be forthcoming. I have checked carefully each issue since and I'm fairly confident I have not missed an issue; yet I still haven't seen Part Two of this series. I sincere- ly hope you haven't abandoned the plan. I enjoy your magazine and I believe your coverage of broadcasting and TV leaves little to be desired. Martin H. Fuller Production Manager KOMA Oklahoma City • Sorry, Reader Fuller you just missed It. Part 2 of Bob Landry's "The Fabulous Columbia Workshop" (a must for any program director) appeared on page 28 of the. 26 February issue. FELS ACCOUNT On page 14 of your 27 August is- sue, you gave us more than we should have and it may cause some embarrass- ment to another advertising agency. Under the heading "New Agency Appointments" you listed us as hav- ing been appointed by Fels & Co. to handle their Fels-Naptha soap. That product, together with Fels-Naptha soap chips and Felso, are the accounts of the H. H. DuBois agency in Phila- delphia. With our letter of 18 July, we sent you the following news item. Fels & Co. (Fels-Naptha, Fels-Naptha soap chips, Felso) has appointed Mc- Kee & Albright. Inc., Phila., to handle the advertising of a new, instant-suds- ing liquid for washing dishes and fine fabrics. Roy J. McKee President McKee & Albright Philadelphia MR. OVINGTON IS RAY 1 noted with great interest the article entitled "Why sporting goods ignore the air." Glad to see my brainchild finally in print. Also the little box and digest of my Sports Age article ma- terial. Realizing that Grant took Richmond. Ovington never took Grant for a sur- name. It has been Ray now for some 34,1/2 years. Can't understand why the editors didn't say Ray & Wadsworth to make the muddle complete! Also, now that you are being thoroughly ac- costed and bawled out. why did you neglect to include in the article one of the most important factors of the sub- ject matter; namely, the only outdoor sportsmen's network program. The Rod & Gun Club of the Air sponsored 1>\ Pal Blades which is a howling suc- cess, proving the fact that the sports- 10 SPONSOR MEMPHIS NO. 1 STATION RADIO FAMILIES 1946 1949 RADIO HOMES COVERED 404,560 448,890 BASIC HOUR RATE $250.00 $250.00 COST PER 1000 HOMES 61c .55c Figures Quoted Based on Latest Available BMB Measurements WREC HOOPER RATINGS AVERAGE HIGHER THAN ANY OTHER MEMPHIS STATION RADIO IS TOPS FOR HDUERTISERS SURVEYS SHOW RADIO REACHES FARTHER; RADIO DELIVERS MORE; RADIO COSTS LESS- than ever before! Figures show and advertising results prove, just as they do in most cities, that IN MEMPHIS RIGHT NOW WREC is a better buy than ever before in it's history. The advertiser gets more in coverage. More in pres- tige. Since 1946 U. S. wholesale prices have gone up 65%. Charges of eight big magazines have gone up 47%. Those of 94 big city newspapers are up 24%. WREC RATE, IN COST PER THOUSAND LISTEN- ERS, HAS GONE DOWN 1 0. 1 % COMPARED WITH 1 946. Advertising Is Essentially Salesmanship lilntl Sells More and Sells It Cheapet Affiliated with CBS— 600 K.C. 5000 WATTS. 10 SEPTEMBER 1951 Represented by THE KATZ AGENCY, INC. 11 TOkdb *C1 Bigolow-Sanf ord Carpet Co Young & Rubicam DuMont Bonafidc Mills Inc Gibraltar ABC-TV Bristol-Myers Co ^ uiitig A Rubicam ABC-TV Bristol-Myers Co Dohcrty, Clifford & Shcnficld ABC-TV Cannon Mill, N. W. Ayer NBC-TV Cliquot Club Co Weston ABC-TV 36 Corn Products Refining Co C. L. Miller CBS-TV 47 E. I. DuPont de Nemours & BBDO ABC-TV 46 Co (Orion div) Eversharp Inc Blow NBC-TV Goodyear Tire & Rubber Co Hall Brothers Inc Young & Rubicam NBC-TV Foolc, Cone & Beldittg CBS-TV 25 Hollywood Candy Co Ruthrauff & Ryan ABC -TV 30 International Shoe Co Hoag & Provandic ABC-TV 22 (Sundial Shoe Co div) International Shoe Co Westheimcr and Rlock Dumoiit 10 (Peters Shoe Co div) Jenc Sales Corp Sherwin Robert Rodgers & Associates ABC-TV Kellogg Co Kenyon & Eckhardl NBC-TV Liggett & Myers Tobacco Cunningham & Walsh NBC-TV Co P. 1 ... ill.,, 1 Co I.ennen &- Mitchell DuMont Mogen David Wine Co Weiss & Gcllcr ABC-TV 35 Peter Paul Inc Maxon NBC-TV Penick & Ford Ltd BBDO NBC-TV Pillsbury Mills Inc Leo Burnett NBC-TV Reynolfls Metals Co Buchanan NBC-TV PROGRAM, time, start, duration Love of Life; M-F 12:15-30 pm; 2 1 Sep; 52 wks Bigelow-Sanford Theatre; Th 10-10:30 pm; <> Sep; 52 wks Versatile Varieties; alt F 9:30-10 pm; 5 Oct; 26 wks Mr. District Attorney : alt M !!-» :.'!(> pm ; 1 Oct; 5 1 »k. Foodini The Great; Sat 11-11:15 am; 6 Oct; 52 wks Iv.ui Smith Show; M 4:45-5 pm; 1" Sip: 39 wks Langford-Ameche Show; Th 12:30-15 pm : 13 Sep; 52 wks Garry Moore Show; T 2:15-30 pm : 16 Oct; 52 wks Langford-Ameche Show: F 12:45-1 pm; 21 Sep; 52 wks Your Show of Shows; alt Sal 10-10:30 pm; 15 Sep ; 5 wks Television Playhouse; alt Sun 9-10 pm; 14 Oct; 26 wks Hallmark Presents Sarah Churchill; Sun 5:45- 6 pm; 7 Oct; 52 wks Hollywood Junior Circus; alt Sat 10:30-11 am; 8 Sep; 52 wks Foodini The Great; Sat 11:15-30 am; 25 Aug: 39 wks Kids and Co; Sat 11-11:30 am; 1 Sep; 52 wks Unnamed; alt Th 10-10:30 pr Sep : All Star Revue; every third Sat 8-9 pm Unnamed; Sun 7-7:30 pin; 7 Oct; 52 wks Down You Go; F 9-9:30 pm; 14 Sep: 52 wks Charlie Wild, Private Detective; T 8-8:30; 11 Sen; 26 wks Gabbv Hayes; Th 5:15-30 pm : 13 Sep; 26 wks Ruth Lyons; Th 12-12:15 .in. ; 1 Oct; 13 wks Kate Smith Show; M 4:15-30 pm ; 10 Sep; 52 Kate Smith Revue; alt W 8-8:30 pm; 26 Sep; 13 wks 2. Renewed on Television Networks SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration Chesebrough Mfg Co McCann-Erickson NBC-TV Gillette Safety Razor Co Maxon NBC-TV Ironrite Inc Brooke, Smith, French ci Dorrance ABC-TV 14 Kaiser-Frazer Sales Corp William H. Weintraub DuMont M & M Ltd William Esty ABC-TV 46 Minnesota Mining & Mfg Co Simmons Co BBDO NBC-TV Young & Rubicam NBC-TV Toni Co Foote, Cone & lidding CBS-TV 58 Kate Smith Show; M 4:30-45 pm ; 10 Sep; 15 wks Cavalcade of Sports; F 10 pin-conclusion ; 7 Sep; 52 wks Hollywood Screen Test; M 7:30-8 pin: I Oct; 52 wks Ellcry Oueen; Th 9-9:30 pm; 13 Sen; 52 wks Super Circus: alt Sun 5:30-6 pm; 12 Aug; 52 wks Juvenile Jury; Sun 3:30-4 pm : 15 Sep; 26 wks Kate Smith Show; T 4:15-30 pm ; 11 Sep; 39 wks Arthur Godfrey and His Friends; all W 8-8:30 pm; 3 Oct; 52 wks 3. Station Representation Changes STATION AFFILIATION NEW NATIONAL REPRESENTATIVE CKCW, Moncton, New Brunswick KOAT, Albuquerque. N. M. KRSN, Los Alamos, N. M. KTRC, Santa Fe, N. M. WAIT, Chicago WHOP, Hopkinsville. Ky. WINZ, Miami WPAD, Paducah. Ky. WSON, Henderson, Ky. CBC ABC ABC ABC Independent CBS Independent CBS MBS Adam J. Young Jr., N. Y. Adam J. Young Jr., N. Y. Adam J. Young Jr.. N. ^. Adam .1. inunu Jr.. N. i. Adam J. Young Jr.. \. ^. Robert Meeker Associates] Forjoc & Co, N. Y. Roberi Meeker Associates, Robert Meeker Associates. N Y. \ Y. • In next issue: New and Renewed on Networks, New National Spot Radio Business, National Broadcast Sales Executive Changes, Sponsor Personnel Changes, New Agency Appointments Numbers after names refer to category in New and Renew: Gordon Cates (5) C. Corbett (5) George Gribbin (5) R. S. Jackson (5) Parish Jenkins (5) New niirf Renew JO September 195 1 4. New and Renewed Spot Television SPONSOR AGENCY NET OR STATION PROGRAM, time, start, duration American Home Foods I American Home Foods I Lorden Co Bosco Co In.' Bristol-Myers Co Itrnun & William. on bacco Corp liiil.ua Watch Co Decring, Millikin & Co Duffy-Moll Co Inr <...ai Atlantic & Pari Tea Co Hubcr Baking Co Kentile In, \ . LaRosa cS Son In. VI alt ex Co In. Philip Morris & Co National Brewing Co Rushmore Paper Mi'.ls 1 Slahl-Mcyer Inc Trie.. Products Corp Ward Baking Co W. Earl Bothv.cll Ted Bates Young *v Rubicam Robert W. Orr Doherty, Clifford X Shenfield Ted Bate, Biow Young & Kill. i. -am Young ei: Rubicam Paris & Peart Quality Bakers of America l: in In..,. II & Ryan Kiesewetter Associates Samuel Croots Biow Owen & Chappell Paris & Peart Dowd, II. .11,. 1,1 & Johnstone Baldwin. Bowers and Straehan J. Walter Thompson ill WNBT. N. Y. WCAU-TV, Phi WNBK, Cleve. WCAU-TV. Phila. WAFM-TV. Birni. WCBS-TV. N. Y. WTOP-TV, Wash. W M1K. Cleve. WNBW. Wash. WBZ-TV. Boston WPTZ. Phila. KNBH. Hlywd. WNBT, N. Y. \\< U -TV. Phila. WNBK, Cleve. WNBW, Wash. WNBQ. Chi. WCBS-TV. N. Y. WTOP-TV. Wash. WNBQ, Chi. l-n.'ti nartic; 5 Sen, IT wks In! 1-uiiii anncint; 3 Sep: 13 wks (n) 20-see stn break: 3 Sep: 13 wks 5. Advertising Agency Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION K. G. Beaumont A. J. Becker Gordon Catcs Charlotte Corbetl Hilda DeHart John It. Dennison ret super- supervisor ilept Lovick E. Draper Howard Forbes W. R. Forrest David J. Gillespie Jr. Harold J. Grainger George II. Gribbin Carl C. Hertzberg Richard S. Jackson Ann Janowicz Parish Jenkins Norman S. Livingston I). Barker Lockett Tom I.osee Hugh I . Lucas Theodore D. MandelsU Thomas M. McDonnel Rudyard McKee Arthur S. Pardoll Carl M. Post Andy J. Potter Roger Pryor F. Winslow Stetson ,lr J. W. Switzer Jr Howard M. Wilson Fred Zeder Foote. Cone & Eclding, S. F.. visor Foote. Cone ci Bel.ling. Chi., ace Leniien & Mitchell. N. Y.. vp Cecil & Preshrey. N. Y.. member media Voting ci Rubicam, IN. V.. timehuyer Klau-Van Pietersom-Dunlap, Milwaukee. copv chief VBC-TV, N. Y.. act exec WDTV. Pittsl... asst sis dir Foote. Cone e. lidding. Chi., aeet supervisor Kenyon ci Eekhardt. N. Y.. member media dept Brisach.r. Wheeler & Staff. S. F.. aeet exec Young .\ Rubicam. \. V.. vp Foote, Cone *\ Bel.ling. Chi., acct supervisor WAVE-TV. Louisville, sp vents dir BBDO. N. Y.. timehuver MeCann-Eriekson. \. Y.. acct SVC group head WOR-TV. N. Y.. eomml prog operations dir VanSant-Dugilale c. Co.. Balto.. copywriter VleCann-Erickson. IV. Y.. acct sve group heail Foot.'. Cone «.t Bidding. Chi., a.'.'t supervisor Henry J. Kaufman ei Associates. W a.h.. same, vp Same, vp Biow. N. Y.. vp Same, timehuver Cecil & Preshrey. N. Y.. timehuver Gordon Best. Chi., member copy staff Foote. Cone & Bidding. Hon. ton. acct supervisor W. Craig Chambers. Pittsh.. radio-tv dir Same, vp Same, assoc media dir Biow. S. F.. acct exec Same, also head radio-tv eomml dept Same, vp J. M. Malhes. N. Y.. as.t dir radio-tv Benton & Bowles. N. V.. timehuver Same, vp Rov S. Dur.line. N. Y.. vp ( eff 17 Sep I Levi. e. GUman, Phila.. acct exec Same, vp Same, vp Same, copv <-hi..f >p: vnt. Foote. Cone & Belding. N. Y.. dir radio McCann-Erickson, IV. V.. asst to pre. SSCB, N. Y.. timehuver Foote, Coll.- e« B.'l.ling. Chi., acct super, is. i William Esly. Hlywd. . radio-tv dir Foote. Cone .\\ . Smith St. Paul 12 Aug (test operations) Reinhard Steinley Numbers after name; refer to category in New and Renew: N. S. Livingston T. Mandelstam Arthur Pardoll Roger Pryor H. M. Wilson 7. New Network Affiliations STATION FORMER AFFILIATION WMIR. Manchester, N. H. WNAT, Natch.,. Mi... WSCIt, Scranton \\ SI D, Ml. Airy, N. C. ABC LBS I ndependenl Independent NEW AFFILIATION MPS Alt! ABC IS III (eff .10 Sep) ABC More WHO Dear Mr. Shelley: I received a copy of news mention of my husband, Marine Lieutenant Donald Houge's survival of his fourth plane accident as reported on your 10:15 news broadcast on April 6th. I'm sure that in instituting this service from your station you fully appreciate the great kindness you are performing to many war-burdened people. In this instance I had three days of mental anguish trying to trace a report appearing in an Omaha paper on April 3rd. And to this date I have never had any acknowledgment of a wire I sent to this paper requesting information. There are times when civilian re- serves, such as my husband was up to August 1, 1950, have occasion to feel embittered by the turn of their lives and fortunes, but such actions as this from your station makes things much easier to face knowing that there are persons concerned with the welfare of affected families. Thank you for your kindness. Sincerely, Mrs. Don Houge Aberdeen, S. D. Editor's Note: Shortly after the out- break of the Korean War, WHO began making copies of all broadcast news items concerning Iozva-Plus personnel in Korea. We mail these copies to the Postmaster in the serviceman's home toi^n with the request that they be de- livered to his nearest relatives. Dear Mr. Loyet : Please accept the thanks of the Na- tional Safety Council for the cooperation of your station and Messrs. Kenneth Gfeller, Del Donahoo, and Jack Ker- rigan in connection with a "Green Cross Song Festival" broadcast from your city on April 21. The National Safety Council has long since learned that it can depend upon WHO for full-hearted public interest support of its nation-wide campaign to prevent accidents. Your cooperation in connection with the Festival series is just another example of this continuing service to safety. Very truly yours, Ned H. Dearborn President National Safety Council Chicago Dear Sir : I appreciate your 8:00 a.m. Weather Report. Believe it is best report on air. A real help to farmers. Keep it on the air. Yours truly, John C. Cameron Wayland, Mo. Gentlemen : On behalf of the local American Le- gion post and all posts in Greene County, we wish to extend to all concerned our thanks and appreciation for the an- nouncing of our meeting postponed. We realize how powerful you are and the value of time allowed for us. We received great results ; only two families showed up out of a possible 500. Very truly yours, Bill Pearce County Commander United Food Markets Jefferson, Iowa Dear Mr. Shelley : The Overseas Affairs Branch, Depart- ment of the Army, is very appreciative of the public service time given by your station in aiding our recruitment of civilians for overseas service. Please accept my personal thanks and that of the Department for your co- operation and assistance. Sincerely yours, John H. Plattenburg Representative Overseas Affairs Branch Department of the Army Civilian Personnel Division Chicago To the News Staff of Radio WHO: Just a few lines of "fan mail" in ap- preciation of the way the news men at WHO compile and present the news. We are a farm family, and having little time to read much in the summer months, especially, we really enjoy the concise accounts of the news, and try to hear the 7:30 a.m. and 12:30 p.m. periods, particularly. Somehow, you have a secret for in- jecting into the news a live spark that makes the news so meaningful and easily understood. We have often agreed that the same news heard within the hour on other broadcasts (othei stations) just doesn't sound like the same news — and often sounds as if the newsmen were bored, or tired of reading. On one of Jack Shelley's noon broad- casts, he stopped midway to say, "Now, Clay Rusk" — Our 3 year old, Glenn, win. was sitting at the dinner table and who has often been cautioned about plaj ing too hard and rough, reached over and patted his mother's shoulder and said, "Mom, the man said 'Noiv, play rough !' " Our thanks again. Regular listeners, Mr. & Mrs. Ralph Sciiultz Kiron, Iowa ew professional advertising men, we suppose, have ever written a personal letter to a radio station. There- fore it may be difficult for you to realize why WHO gets mailbags of personal letters — to understand the feelings of friendship and inter-dependence that exist between WHO and its listeners. . . . Read these few typical letters, and we believe you'll get some new ideas of what WHO means in Iowa Plus — what WHO can mean to advertisers, too. . . . WIHI® +/©r Iowa PLUS + Des Moines . . . 50,000 Watts Col. B. J. Palmer, President P. A. Loyet, Resident Manager FREE & PETERS, INC., National Representatives 10 SEPTEMBER 1951 17 OKLAHOMA RADIO STATI No other station reaches as many Okla- homa homes, day and night, as WKY. •BMB Study No. 2, Spring, 1949 IN COVERAGE 336/280 Daytime Families 2 9 2 / 1 2 O Nighttime Families IN AUDIENCE Year in and year out, WKY holds top spot among Oklahoma City stations. WKY Slo.B Sta.C Sta.D Sla.E Sta.F Sla.G Morning (Mon.-Fri.) 35.2 20.6 Afternoon (Mon.-Fri.) 51.0 15.1 Evening (Sun. Sal.) 44.9 26.6 Hooper Audience Index, March-April 1951 'Sign off of local sunset Look how WKY stands among all NBC Stations April-May Hooper Index, 1951 MORNING 2nd AFTERNOON 1st EVENING 1st *Source: 1951 Sales Management Estimates MARKET IN OKLAHOMA The 62 Oklahoma Counties in WKY's Daytime BMB Area Contain: 73% of the state's Population 72% of the state's Automotive Sales 71% of the state's Total Retail Sales 87% of the state's Gross Farm Income 71% of the state's Food Store Sales 71% of the state's Drug Store Sales And Remember WKY-TV is Oklahoma's JSVBCT* TELEVISION fy/S&f STATION Serving Oklahoma for 31 Years Positively! Merchandising is our business! From Panda Dolls to Farm Machinery — WIOU scores high with a proven buying audience in the heart ol Indiana's most prosperous counties, [mpressive too, is the list of national accounts who have repeatedh found that their advertising in- vestment with WIOU brings greater than aver- age returns. CBS %JJJ AFFILIATE WIOU 1000 WATTS - 1350 KC ._ KOKOMO, INDIANA ~ Represented Nationally by ... ! WEED &■ COMPANY ir. Spur Barbara Collyer Advertising Manager Welch Grape Juice Co., New York The old Welch grape juice campaign is ample evidence of radio's long range effectiveness. From October 1933 to March 1942, inter- mittently, Welch's sponsored a 15-minute stanza on the Blue network starring Irene Rich. The commercial theme: Welch's was the ideal weight reducing drink. Some nine years later, that idea still lingers. But now Welch's emphasis is on the grape juice's value as an energy drink for chil- dren. Putting this message across to counteract the success of the old radio campaign is Barbara Collyer's job. Her approach: the verv careful integration of the commercial with the Welch air efforts, a radio announcement campaign in 14 non-television cities and Howdy Doody on NBC-TV, Fridays, 5:30-5:45 p.m. Estimated radio and TV budget: $385,000, accounting for 40% of Welch ad expenditures. Miss Collyer, former associate copy chief at Grey Advertising, and a prize winning institutional director at Macy's, tells how Welch and their agency. Doherty. Clifford & Shenfield. work to smoothly blend the commercial with the artistic. "In selecting a jingle for use on radio this summer, we must have listened to hundreds before we were satisfied. Even then we wound up rewriting the lyrics." The same painstaking care goes into Welch's TV venture. Hotvdj Doody appears on all Welch product labels and point-of-sale displays. Commercialwise on the show is another puppet destined to become as famous a bovine as Borden's Elsie. The cow with the sales punch is Royal Purple Cow — a product of Miss Collyer's fertile imagination (she co-created those crowd-stopping Xmas windows at Macy's). Miss Collyer introduces Royal Purple Cow: "She was built es- pecially for the program. She was born a rich, purple color and therefore refused to eat clover, grass, hay or anything else cows normally eat. She likes only grapes and grape juice." On TV since last December, Miss Collyer believes the saturation lailio campaign combined with Howdy Doody will eradicate the "too successful" Irene Rich program of years ago. Even when relaxing with one of her hobbies, bridge. Miss Collyer maintains her magic touch; she has won a couple of national bridge tournaments. As an audience builder for Welch's show, she adds: "1 have tun children of 'Howdy l)ood\ age'— four and eight." 20 SPONSOR MR. SPONSOR: IN DETROIT * 4 individual evenings out of 7! SUNDAY 12.1 4.7 2.9 31.2 5.9 20.0 7.6 10.0 12.4 5.3 TUESDAY 15.1 11.5 2.3 30.7 3.7 21.6 8.3 15.6 5.0 1.4 THURSDAY 9.4 7.8 ® 32.6 « 20.6 11.3 13.5 12.8 1.4 FRIDAY 9.1 5.7 ® 26.2 2.5 20.5 9.8 18.0 14.8 2.5 1st on Sunday afternoons with 58.0! SUNDAY 12:00 NOON— 6:00 PM 17.5 .1 3.1 58.0 1.7 6.7 14.0 2.5 2.8 3.1 Sunday thru Saturday evenings 24.1 — Second only to 50,000 watt net with 25.5 SUN. THRU SAT. EVE 6:00 PM— 10:30 PM 11.1 8.4 1.7 24.1 3.3 25.5 6.0 19.3 8.9 2.8 Total Rated Time Periods 22.3 — Exceeded only by 50 kw net! TOTAL RATED TIME PERIODS 11.5 6.1 2.0 22.3 3.3 31.0 5.1 16.5 11.0 2.8 The Detroit radio audience listens to WJBK, and the figures prove it. Phenomenal, aren't they! But WJBK does it all the time. More important to you, this tremendous audience responds to your WJBK-delivered commercial for the sales results you want. *Radio Hooperatings — June 1951 WJBK -AM -FM -TV DETROIT The Station with a Million Friends NATIONAL SALES HEADQUARTERS: 488 MADISON AVENUE, NEW YORK 11, ELDORADO 5-2455 Represented Nationally by THE KATZ AGENCY, INC. 10 SEPTEMBER 1951 21 » 1*5 M51H iVett? developments on SPONSOR stories with • Every Top CBS Show • Stimulating Local Programs • Astonishing 59.5% listen- ership gain I am a belle of Old Mobile They say that I'm old fashioned. But honey chile Jus' take a look Then get yore name In mari date book Ah'm the sellingest thing To come yore way Ah'm payin' off now And every day. *$322,949,000.00 Total Buying Income $4,763.00 Average buying Income per family National Representative, Adam J. Young, Jr. F. E. Busby, General Manager W. B. Way, KVOO gen. mgr., points up radio set count to Tulsa broadcasters See: "Radio is getting bigger" Issue: 14 August 1930, p. 30 Sllbiect: Radio impact increasing with more radio homes and more individual listening The Tulsa Broadcasters Association (KVOO, KTUL, KOME, KFMJ, KAKC, KRMG) evinced interest in the number of TV set families in Tulsa and the Tulsa area. The result of their interest: a survey conducted for them by Leslie Brooks & Associates. It gives both the Broadcasters Association and broadcast advertisers in the area a chance to evaluate radio's punch. The Brooks organization made a total of 3,416 interviews in Tulsa and in 40 towns in the Tulsa area (an area exclusive of Tulsa roughly extending for a radius of about 60 to 75 miles from the city). The major findings: Number of Radio Set Homes 57,594—95.6% 155,346—95.6% C.\[\ of Tuba Tulsa area TV Sets in Homes and Businesses 12,668—21.01', 18,414—11.33 ' Total 212,940 31,072 Researchers also found that families with television sets and radio ■ids sjK ml almost equal lime with hoth media: listening to radio 1.3 hours per day and viewing television 4.5 hours per day. Interesting note: the purchase of a television set by a family, on the average, has cut down radio listening at first. But later the fam- ily cuts out some of its other leisure-time activities and increases its radio listening. \\erajie hours ol listening to radio pe] da) l>\ sel families: Radio Set Fam- Both Radio Only Radio Set Hies also Own- and TV and Ra- Families Only ing TV Sets dio Set Families Cits of Tulsa 5.3 hrs. 4.28 hrs. 5.1 hrs. Tulsa area (ex- 5.8 hrs. 4.31 hrs. 5.8 hrs. elusive of Tulsa) 22 SPONSOR CONSIDER THE COVERAGE COMPARE THE COST WNAX n NEWSPAPERS WNAX (coverage) WNAX weekly audience, as measured by BMB Study #2: 405,210 families— with 80% listening 3-7 times each week. NEWSPAPERS (circulation ) Publishers' figures major dailies published in Big Aggie Land Paper A 83,625* B ___ 52,402 C 20,660 D -- 16,342 E - 10,490 F _ „ 10,070 G 6, 120 405,210 Total 199,709 COST PER THOUSAND (V2-hour time charge) (full -page black and white) The combined page rate for the 7 major One Class D half-hour on WNAX carries a one-time rate of $84.00 0.207 daily newspapers in Big Aggie Land is $2,058 $10.30 WNAX cost per thousand $ 0.207 7 major dailies cost per thousand $10.30 When you consider the coverage and compare the cost, it's easy to see y»u just can't beat WNAX in Big Aggie Land. So, when you buy to sell in the world's richest agricultural area ... get the BEST BUY— WNAX! See your nearest Katz man today. THE MIDWEST ADDRESS OF CBS * Morning and Evening combined. as $3 onnance. 24 WPAT PATERSON, N. J. 5000 watts FULL TIME Coverina 13 mitiion People at tlie Center of tlie Jbiaf SPONSOR thrive in a Vi era Medium \s basic strengths, each of them matching a basic TV weakness, insure conti iiuecl values for advertisers A few short months ago. many advertisers and broadeasters alike were ready to write off radio listeners as the next great group ol vanishing Americans. But, as the fall season approaches, then'-- i new confidence sweeping advertising and broadcasting circles. Audi- ence and trade promotion campaigns are breaking out all over: sta- tions are reporting record-breaking national spot business; network sales are picking up. Most important, radio industr\ leaders them- selves are facing the fall with optimism and a new determination to fight for the health of their medium. To find out what inspired this optimism and to learn just what radios future role as a medium will be sponsor interviewed outstanding radio professionals in every categorv. advertising agenc\ executives, and even such non-radio industry opinion-makers as Mrs. Eleanor Roosevelt and several radio- TV columnists. In the article on the following pages, you'll find their predictions. RADIO'S ver\ nature, includ- ing its basic strengths, insure that it will survive and re- main strong even after TV develops to full maturity. . . . Television's very nature, including its basic weaknesses, make this fact doubly certain. It is these two intertwined and fasci- natingly simple facts which are the ba- sis for much of the optimism about ra- dio's future now current in both ad- vertising and industry circles. At least that's the pattern of opinion which emerges after a series of sponsor in- terviews with dozens of high-ranking and thoughtful executives in every branch of radio. The very simplicity of the facts about radio's future has tended to ob- scure them, sponsor's editors believe. Through frequent lip-service repetition in speeches and articles, radio's basic attributes — its low cost, its infinite flex- ibility, its show-production simplicity, its universal coverage, the freedom it gives listeners to do other things — have taken on a hackneyed connotation. But sponsor's discussions with in- dustry thinkers have suggested a fresh way of looking at these qualities of ra- dio. Each one of them really repre- sents the reverse of a basic television weakness. Thus the two media tend to notch into one another in a rela- tionship which actually assures radio its own special role in the future doing what it can do well and what television can't do at all. The realization that television does have important, basic weaknesses is just now becoming widespread as the medium emerges from its amazingly young pubescence into a gargantuan adolescence. Fortune, quick to spot the perils of a competitive medium, opined recently ("TV's Time of Trouble," Au- gust 1951) that "The mastodon is in the mire. Now is the time to harness him."' But nothing written in Fortune or on these pages should be allowed to obscure the fact that there are superla- tive entertainment and selling qualities as well going to make up television's potential. Still the weaknesses are there, helping to insure radios con- tinued value. Dominant among televisions nega- tive qualities is its high cost. Said Ray Vir Den. president of Lennen & Mitch- ell: '"Without adding a single impres- sion, our costs for TV on one of our accounts this fall will go up 51% while radio costs for the same number of impressions as last year will decline by 9%." The real importance for radio of television's high costs is that they im- pose certain limitations on the visual medium which AM can use to its own advantage. "Very early in the medi- um's history," said a TV producer, "we have reached a point where w7e cannot afford to experiment, cannot afford to risk failure. It is the younger medium, television, which must depend on ati oldsters tricks — names built in other media: material guaranteed to aim at the lowest common denomina- tor. Meanwhile, old man radio is be- ing freed to develop new talent, new ideas; television has given radio the opportunity for new youth." Besides the fact that television's tre- mendous costs may be spiralling be- yond the realities of sales results, there are these weak spots cited by many stu- dents of both media : • The trend to filmed programing may wash out much of television's spontaneity, increasing the extent to which it is formal entertainment rath- er than a part of home relaxation. • Unions guarantee perennial cost complications for TV. The more TV develops, the more high-priced special- ists it acquires, until in the end there may be unionized scent interpreters at the control boards when smellevision is added to four-dimensional viewing and color. • Development of many stations in each comrhunit) may leave the medi- um without sufficient good and chang- ing material to program effectively. Projected against this picture of tel- evision's basic problems, it becomes apparent that much of what radio is doing new by way of programing evo- lution represents a kind of reverse Eng- lish. Where TV is now high priced. sponsor's informants pointed out, ra- dio is cutting down. Where TV is dot- ing on the extravaganza, radio is turn- ing away from fan-built stars to pro- grams based on ideas, intrigue, or in- formation. Where TV is absorbing the These are some of the astute observers of rod p LOUIS HAUSMAN, CBS radio administrative v.p.: "We are out to make news about radio; not just columns, but page one. We'll get people talking about radio. That's why we've hired Hollywood exploitation men." ELEANOR ROOSEVELT (speaking as a radio/ TV personality): "Though radio should take advantage of its chance to inform the pub- lic, I suggest a caution: People do not want to be consciously educated via radio." MAURICE MITCHELL, Associated Prai Service v.p.: "Radio can best stay st by programing for local audiences, lieve radios will be relegated to Ameri attics — provided people start living in a Comic strip reflects public awareness of a basic AM strength DOTTY DRIPPLE By Buford Tune I'VE KNITTED A LOT OF. SWEATERS FOR YOU WHILE LISTENING TO THE R&DIO, HAVEN'T I ? ■ slickness of Hollywood via its expand- ing use of filmed fare, radio is empha- sizing its own spontaneity. What these generalities mean in spe- cific programing terms, most of those interviewed believe, is that radio will continue to jettison its expensive va- riety programs, for example, eventual- ly leaving this type of entertainment to television. At the same time, radio will be free to attempt formats which were never an important part of its pro- graming. Throughout the industry— in conversations with figures ranging from Louis Hausman, CBS administra- tive vice president in charge of sales promotion and advertising, to radio/ TV performer and opinion-maker Elea- nor Roosevelt — sponsor found that documentary-type fare, for example, is expected to become more important on radio. (Though Eleanor Roosevelt, as you might expect, urges that radio go in for more serious programing of the documentary nature, she warned that "People do not want to be consciously educated via radio. Program material must stick to what interests listeners. I found that out with my own program when broadcasts from Geneva. Switzer- land, lost half my audience. I came to the conclusion that I simply hadn't found things over there which inter- ested the average woman.") Documentaries will be more impor- tant on radio of the future because they (a) can help attract attention to radio by the sometimes sensational nature of their material: (b) can't be done on television easily (c) can be done at low cost on radio via tape recorders and other on-the-spot techniques. Music, news, imaginative drama — the ingredients which Mutuals pro- graming vice president, William Eine- shriber says MBS will feature — are all deemed important in radios future be- cause they, too, notch perfect!) with what TV cannot do as well. Already, documentaries are begin- ( Please turn to page 87) itve SPONSOR their picture of AM's future MACK, veteran radio writer: "The riends of radio have been doing 'to bury a very live 'corpse.' As a iter I hate to say it, but I think >e less comedies and more dramas." HY BROWN, veteran producer-director-writ- er: "TV can't compete economically with ra- dio. Radio will adjust programing and costs until it finds its own level. There's no reason why radio and TV can't thrive side by side." RAY VIR DEN, president, Lennen & Mitchell: "Radio is a terrific buy, best among all media today. It remains to be seen whether TV's sales effectiveness over the long pull will justify its present sky high costs." How a png giant makes friends in his own back yard Keen Johnson, Reynolds PR chief, is thanked for airing U. of Ky. baslcetbal A newcomer to aluminum industry, Reynolds Metals put radio to work on local level, making friends, attracting skilled workers \re \ou. as a national ad- vertiser, faced with a public- relations problem? Here's the stor\ of how one sponsor — with new branches springing up around the country — used radio to make friends with the communities in each of its new backyards. In April. 1940. with war drums beat- ing in the distance. Reynolds Metals Company went into the aluminum-pro- ducing business. It was hardly an easy decision. After 20 vears of careful building, founder H. S. Reynolds. Sr.. had put the com- pany in first place as a fabricator of aluminum foil and powders; made it tops in high-speed color printing on foil. Yearly sales were hitting the $20,000,000 mark— and sprouting at a merry pace. Reynolds and his fellow board mem- bers risked losing all this when the) stepped in to primary aluminum pro- duction. For the privilege of borrow- ing $15,800,000 from the RFC and bucking mammoth ALCOA la near- monopoly of 50 years" standing) Rey- nolds mortgaged all their plants — pres- ent and to come. Imaginative thinking paid off. how- ever, and continues to spark Reynolds Metals. Today its employees number 25.000; sales exceed $200,000,000 \early. 10 times what the\ were a decade ago. Following a tremendous war-time expansion, Reynolds kept adding capacity. The lease of six gov- ernment-built plants in 1946 and their purchase in 1949 helped boost produc- tion to the point where the compan} now turns out 507.000.000 pounds of aluminum pig a year. That's over 50' < more than the pre-war production of the entire industry. Now safely established as one ot the young giants of American industry, the company has begun to ponder a problem common among America s big businesses: how to "communicate" with the public to ward off the notion REYNOLDS' RADIO SHOWS, HERE BILLBOARDED AT COMPANY MEETING, RECRUIT WORKERS, PROMOTE COMMUNITY RELATIONS When U. of Ky. dedicated new stadium, Reynolds broadcast ceremony over local station that business in general, and Reynolds in particular, is monopolistic or oppres- sive; and to store up good will which the public can someday express in terms of purchase of Reynolds prod- ucts or a willingness to work at one of the Reynolds plants. Fortune, which recently popularized the word "communicate" as a syno- nym for efforts of big business to make itself understood, has accused most in- dustrialists of ineptitude in communi- cation. Fortune needled the typical "Fourth of July" approach to the prob- lem in which a four-color magazine page depicting a "typical" American town and a homespun caption seek to establish the points that (a) this is a grand old country; (b) free enterprise is a grand old system; (c) Zilch Arma- tures is a grand old company that (d) can do its job only via grand old free enterprise. But up-and-coming Reynolds has not fallen into the ways of older firms Reynolds to spend million on air for "Big Show," TV Kate Smith • This September Reynolds jumps heavily into net radio, TV: 6:30-7:00 p.m. on The Big Show, alternate Wednesdays 8:00-8:30 p.m. on Kate Smith, That's NBC radio and NBC-TV, respectively. A series of five harness race broadcasts over ABC radio net- ivork started 16 August. in its efforts to communicate with the public — in particular the public in the neighborhood of its own plants. In- stead, it has devised an approach based on spot radio program advertising which other industrial firms — medium sized and large — would do well to ex- amine carefully. In brief, the Reynolds strategy is to communicate via deeds, not words. The deeds are sponsorship of programs which have either important public- service functions or are of high local interest — as in the case of college basketball which Reynolds airs in sev- eral places. Instead of filling color pages with the folksy copy which Fortune believes leaves the average man completely un- impressed. Reynolds gives the public something worthwhile - - then adds some "sell" for itself in the form of commercials. For its public-relations work, the firm allots approximately $100,000 currently, though the total is by no means fixed. Radio is used exclusive- ly for this effort which is complete!) separate from the $1,500,000 ad bud- get for sales of specific products. Keen Johnson, vice president in charge of public relations and former Governor of Kentucky, explains what Reynolds is trying to accomplish pub- lic relations-wise this way : 1. Reynolds wants to make friends at every level of community life in the cities and states where it operates. 2. The company wants to tell its story to present employees and to those who might seek employment with Rey- nolds. i Please turn to page 54 I Reynolds, No. 2 aluminum-maker, had vast post-war expansior PART ONE OF A TWO-PART STORY Be careful on the air History of radio proves self-censorship is the sponsor's best protection Mae West: her risque Mother Eve burlesque made Chase & Sanborn, J. W. Thompson faces red Why the sponsor should self -censor Censorship is integral to the central purpose of creating good will, pleasant associations, popular feelings of gratitude. In the logic of the marketplace and the business man's accenting of the positive, the commercial side of American radio favors the gay, amusing, harmless, neutral and avoids the sharp, acid, hateful. Typically the business man chooses to reflect and echo public taste as commonly interpreted. In so choosing he plainly censors the opposite values, has no association with political, artistic or literary avanl garde. Censorship there is, but the important thing is to know the rules and not over-step them. Above all the business man is to be warned against intruding his own personal and private political and social preferences. To do so is to invite counter-attack. Censorship is never a "solved" problem for the business man. but always a live issue. His best protection lies in the full knowledge. Hence, in the present text, and in a second article to follow, the tangled, tantalizing, very human and often whimsical history of radio (and television) censorship has been recounted. You may «ish to file this as reference next time you face a censorship problem. 30 Perennially the argument about censorship concerns the need of it, the amount, method, duration, motivation and sincerity of it. Regulated as much by human na- ture and the tides of political passion as by formal law, censorship is no- toriously inconsistent in operation from country to country, state to state, time to time. The very victims of cen- sorship will turn around and them- selves seek to censor others. As a matter of protective foresight and everyday insight sponsors ought to understand in a general way how censorship works, what dangers lurk in drastic or impulsive censorship and how the tone, color, and grip of cen- sorship varies. Historically, the United States had the odious Alien & Sedition laws even in John Adams' day. Lincoln suffered grievously from a virulently subver- sive pro-Southern press in the North. In World War I there was straight- jacket censorship under imperious George Creel, a man who sneered at "the so-called mind of the public." The SPONSOR KM The broadcaster's creed Observe the proprieties and customs of civilized society Respect the rights and sensitivities of all people Honor the sanctity of marriage and the home Protect and uphold the dignity and brotherhood of all mankind Enrich the daily life of the people through the factual reporting and analysis of the news, and through programs of education, entertain- ment and information Provide for the fair discussion of matters of general public concern; engage in works directed toward the common good; and volunteer aid and comfort in times of stress and emergency federal government in 1917 seized all telephone, telegraph, and wireless fa- cilities, ordered all radio amateurs not only to stop using their equipment hut to dismantle and store it for the du- ration. In contrast, the censorship policies of World War II were much more permissive, publishers and broadcasters being simply honor- pledged to voluntary cooperation. The physical properties of communication were left wholly in private manage- ment hands. Between the two wars radio had be- come a great new advertising and pro- paganda medium unlike anything theretofore known. By the time Pearl Harbor ended all further debate, radio had been a principal forum of the run- ning dispute over foreign policy and in its way a very real educator of the American masses. In purely commer- cial terms, advertisers and broadcast- ers, both, had learned, often by pain and embarrassment, the line between use and abuse of the medium. Radio, remember, introduced many a prob- lem in censorship which had no prece- dent. Immediately prior to radio the very term "censorship" tended to suggest a purity crusade. H. L. Mencken has somewhere said that whenever three Americans gathered, two of them at once formed a society to reform the morals of the third. The sophisticates of Europe were vastly entertained in 1911 when our humorless Society for the Suppression of Vice went to court seeking the banishment of a timorous nude painting known as "September Morn," copies of which thereupon be- came a best seller. A similar attack, in 1907, upon "Salome" dancing at the Metropolitan Opera had created a nation-wide vaudeville rage for hooch ie- coochie. All the while prudish censor- ship of literature was rampant until, in the 1920's, a presiding judge ridi- culed an attempt to suppress James Joyce's novel, "Ulysses," His Honor opining the book was "more emetic than aphrodisiac." Loosely grouped, certain suppres- sions of truth (perjury, contempt) and certain perversions of truth ( libel, slander, malicious gossip) are aspects of censorship about which public senti- ment is reasonably clear, as is the law. Mischief must be controlled and pun- ished. Incitement to panic, unre- strained vulgarity or pornography, false rumors circulated by an enemy, racial or religious hatrioteering, false crying of fire are almost universally recognized as properly suppressed and deleted. In short, honest and demon- strably needful censorships are com- monly accepted. Again, the greater urgency of war is respected. Even the American Civil Liberties Union, cour- ageous defender of traditional con- cepts, acknowledges that existence of a Communist plot to seize power sanc- tions arbitrary barring from office in labor unions of known party-liners. Traditionally, Americans have held that government best which governed least and that society happiest whose individuals were most free to differ with status quo and convention. Hence, with special exceptions for special cir- cumstances, attempts to extend censor- ship are ordinarily resisted. Again and again Americans have fought fact- suppression and limitation on free de- bate in political parties, legislatures, corporations, colleges, military estab- lishments and church assemblies. In the last few years, a new form of re- sistance to censorship of discussion has been manifest in minority stockholder attacks upon steamroller-minded chair- men of annual company meetings. Trade historians agree that Amos V Andy in the first flush of their phe- nomenal popularity did more than any ( Please turn to page 58) Orson Welles' famous Mars broadcast raised furore "Dr." John Brinkley pushed quack operations via radio Boake Carter's enemy-making talent embarrassed PMIco Father Coughlin's "social" air ventures wrung outcry Hanks can do better on radio/TV All too frequently, inferior ad personnel, windy copy, stilted shows, and laek of "hard sell'9 rob eash from hank tills A wise banker would no more think of hiring a seedy hobo as a bank teller than he would of handing out Civil War green- barks to his customers. Yet, curiously, when it's a matter of appointing an advertising manager, a good many bankers exercise precisely that lack of good judgment. Many bank ad managers todav, therefore, have a lamentable ignorance about their trade. As one account ex- ecutive, experienced in handling radio and TV advertising for banks, told sponsor morosely: "Too often, your average bank ad manager is apt to be an ex-vice presi- dent, chosen for his new post because he's a back-slapping, hail-fellow-well- met. He's congenial. Belongs to a lot of clubs. Gets around town. So the bank manager thinks he's ideally suit- ed as an adman. What happens, though, is that the guy is a charming incompetent. A fellow with a stiff- necked, stuff-shirt attitude about bank- ing, a snob's concept of the public, and a pigmy knowledge of media. In short, a blunderer. But because the banker himself knows so little about advertis- ing, his hireling keeps getting away with murder." Although there are hundreds of dis- tinguished exceptions, this lack of dis- crimination in the selection of bank ad managers is a major reason why many banks have fared badly with ra- dio advertising. It also accounts for, in part, the decrease in the use of the air by banks over the last several years. Here's the current picture of banks on the air: According to the American Bankers Association, the nation's 15.000 banks Percentage of bank budgets to radio 14 12 10 8 6 4 2 o- Si i m ^ # Source: Survey by Financial Public Relations Association of Chicago; covered 258 banks 1946 1947 1948 1949 1950 32 <&=<& LEADING BANK RADIO AD RIGHT): D.J.'S HERB SHELDC - in 1951 will spend an estimated $43,- 000,000 in advertising. Nobody knows exactly how much of this will be de- voted to radio, but the best available sources show that, while American banks spent about $6,000,000 for ra- dio advertising in 1940. this year it will be about $3,500,000^ This continuing slump is borne out by surveys conducted by the Financial Public Belations Association of Chica- go. "Radio continues to decline in fa- vor as a medium among reporting banks," it announced after its most recent study of 258 sample banks throughout the U. S. "In 1950, the use of radio is expected to be only Co-op shows, like MBS "Newsreel," give banks or SPONSOR vm CTURERS TRUST COMPANY " "W^^W T<£F===W URERS TRUST IN NEW YORK RADIO SINCE 1947, USES HARD SELL, INFORMAL APPROACH. CURRENT SHOW LINE-UP (FROM LEFT TO ':', WNBC; DUNCAN PIRNIE, ANNOUNCER, WQXR; MORNING MAN JOHN GAMBLING, WOR; NOT SHOWN— MARGARET ARLEN, WCBS W slightly over one-half what it was in 1946." Their figures show that, while 60% of the banks surveyed in 1946 used radio advertising, it dipped down to 56% in 1950. Also, the percentage of each bank's total advertising expendi- tures devoted to radio has declined from 14% in 1946. to 13% in 1947, to 11% in 1948, to 8.7% in 1949. to 7.7% in 1950. In 1950, radio was dwarfed by three other bank media — newspapers, which got 30.9' V of the total appropriations; periodicals, 11.8'/; ; direct mail. 8.5%. While ra- dio has been tobogganning in popular- ity as a bank ad medium, TV has been inching forward. Beginning in 1949, 5% of the banks used TV, and in 1950, 1% did. Similarly, the percent- age of the total bank ad expenditures panelled out to TV has increased from .9'; in 1. Use broadcast a< Ivertising cure-all for sales problems. for maximum resul s. ► 6. Don't expect premium to k 6. Have premium available overcome disadvantages of before advertising. poor product. k 7. Have facilities to mail pre- ► 7. Don't buy premium before miiim promptly. tnii have a plan for using it. tives for all parties involved. The premium department has a quadruple responsibility: (a) judging whether a premium offer is the right medicine for a specific case, say, of a nose-diving sales chart complicated by overstocked dealers' shelves; (b) de- termining whether the offer should be self- liquidating, coupon - redemption, factory-packaged, insert, outsert, etc.; (c) selecting the best potential premi- ums to correct the sales chart's condi- tion; (d) helping plan and direct the campaign. Its members are always on the alert, searching for good premiums and for ideas which can be developed into good premiums. This phase of their work involves: 1. Attending premium shows and trade gatherings. 2. Contacting representatives of pre- mium manufacturers and suppliers. 3. Digging through records of past offers. 4. Studying all available data about current offers. 5. Visiting retail stores where pre- mium-type items are displayed. 6. Listening to suggestions made by almost anyone — from experts to crack- pots. Among the shows they attend are: Premium and Advertising Specialties Exposition, New York; National Pre- mium Buyers Exposition, Chicago; and ASNA Specialty "Fair," Chicago. A few of the organizations are: Premium Advertising Association of America, Ramsey, N. J.; Premium Industry Club. Chicago; New York Premium Club. New York; and Advertising Spe- cialty National Association. Washing- ton. D. C. Some of the most successful ideas for box-top promotion came from sources other than premium suppliers. Here are three examples: 1. A man saw a little peepbox in a 34 SPONSOR million Here's the teehnique snceessful sponsors use in selecting and handling' premiums item with utility value store window. The man was an official of Ted Bates. Inc., the agency which handled the Colgate-Palmolive-Peet ac- count (sponsor, 5 Decemher 1949). An idea was born ; the peepbox became a terrific premium — the toy television set sponsored by Colgate toothpaste on Howdy-Doody (NBC-TV). 2. A man dropped into General Mills' offices. He talked about a spin- thariscope, a device physics classes used to demonstrate the disintegration of radioactive material. He thought it had possibilities as the nucleus of a premium. It did: it evolved into Kix's Atomic Bomb Ring, which, publicized on The Lone Ranger. Green Hornet and Jack Armstrong I ABC), estab- lished the record lover three million I for the greatest number of returns ever pulled by an offer I sponsor, 27 Au- gust 1951). 3. Two men had lunch together. One was premium specialist of an agency; the other was a book publisher. Each talked about his business. Their casual conversation led to a plus-value deal that was advertised on Right to Happi- ness I NBC), the Garry Moore Show (CBS-TV), and the CBS daytime radio serials The Brighter Day, Big Sister and The Guiding Light. The products were Procter and Gamble's Duz, Ivory, and Ivory Flakes; the premium was six pocket-edition books; the offer was one of the most talked about promo- tions of this year I sponsor, 13 August 1951 1 . An old saying, "Get the facts," ap- plies to the functions of the agency's research department. Lack of informa- tion or misinformation spawns mis- takes. By way of illustration, not so long ago routine (and unrelated I re- search disclosed that a baseball book, which had not been researched care- Mervhantlisiny tip During the course of a campaign many advertisers get dealer coopera- tion in placiig point-of-sale displays involving the product and an illustra- tion of the premium. Instead of the illustration, why not use a sample of the item? Let the consumer see the premium. It will add the sales value of a merchandising display. Let the dealer keep the sample. It will Increase his good will, which is one of the ob- jectives of a premium promotion. fully, was being promoted as a premi- um for children too young to read it. Did that offer accomplish anything? To accomplish one of it< functional services, the research department pla\> an important part in selecting premi- ums. Assume that the premium depart- ment, searching for the strongest stim- ulant to perk up the ailing sales chart, finds eight desirable candidates. Each of them has its own distinctive merit: all seem equally suited or almost equal- ly suited to fill the bill. The advertis- er wants to promote just one offer at this particular lime. Which should it be? Which will do the best job? This isn't a matter for a heads-or-tails deci- sion. Experienced premium executives like to supplement their judgment with the opinions of the ultimate authorities on the subject — the consumers. But the expense of consumer tests for the entire group makes that impractical. So the researchers — experts in dealing with tests and findings — take over and do their stuff. This is the way the fact finders han- dle the situation. Instead of shooting the works in one hit-or-miss operation to determine the best premium, they start at the bottom and w'ork upward in logical sequences. By means of a series of screenings, they eliminate the weakest articles. The eliminating proc- ess goes on until the only survivors are the three most-promising premiums. As a general rule, a representative cross-section of the agency's personnel plus key members of the departments involved in promoting the offer sit in judgment at the screenings. Their eval- {Please turn to page 85) An outside outfit usually handles mail returns 10 SEPTEMBER 1951 35 .. Mars dead ahead, sir! You'll be hearing' more and more phrases like this on radio. TV as trend to seienee fiction accelerates Sf ", \<>l >iin c miniature golf ■■i fii'ill" and Bingo has there heen such a hot trend in American enter- tainment. Its name: Science Fiction. With jet-propelled speed, stories and dramas hased on man's innate desire to explore the unknown have become an integral part of radio and televi- sion, motion pictures, the stage, mag- azines and hook publishing. Once the province and the cultist delight of a few thousand fans, science fiction — or STF as it is known to the real insiders — has become popular es- capist entertainment lor millions. Bert Lahr burlesques science fiction in Broadway revue 36 sponsor has noted, with increasing interest, this rising trend. New STF shows for adults are burgeoning on ra- dio and TV, and many an established adult show is beginning to add a strong dash of imaginative or scientific fiction elements to its scripts. Many a youngster, newly-togged in a dazzling ana\ of space gear, is hailing moppet pals with expressions like "I'm rocket- ing on all tubes" (I feel good) or "By the moons of Jupiter!" I Gee whiz!). Advertisers of all types have eyed, with growing interest and/or alarm, the public's growing appetite for STF in all its forms, and have wondered whether it can be translated into sales. It can. sponsor learned that the Kellogg Company, an old hand with an S I I show i Kellogg was the original sponsor of the old radio version of Buck Rogers on CBS in 1932-1933 1 . has figures to prove it. The giant ce- real firm— generally acknowledged as the heavier radio-TV spender and bell- wether among breakfast food compa- nies— has been getting eye-opening sale- results from its Tom Corbett, Space Cadet. Carrying the banner of Kellogg's Corn Flakes and Pep. it is aired with good ratings Monday- Wednesday-Frida) on ABC-TV. Sales in areas where the video space-adven- ture series is -ecu have been running from 10' > to 100%-plus over non-TV areas. Premium campaigns and mer- chandising gimmicks have been star- tling!) successful as well. Radio and TV are not. by any means, having to carry the double bur- den of creating and satisfying the de- mands of the U. S. public, both juve- nile and adult, for STF adventures. Some of this is being done by other media to the advantage of STF sponsors. Hollywood, acutely sensitive to an) trend in public taste since TV began to cut box-office receipts some 30-40' < in video areas, has hopped on the atomic-powered bandwagon with sev- eral STF-type films. George Pal's Destination Moon and These are Sour of the Futuristic party launched "Tales of Tomorrow" or SPONSOR m Robert Lippert's competitive quickie, Rocketship X-M, literally cleaned up last year at the box office, and were among the top grossers. This year, the rush is on. Soon. Paramount will he releasing Pals latest, a Technicolored spectacle called When Worlds Collide, which will probably make De Mille look conservative. RKO. whose How- ard Hawk production of The Thing earlier this year won critical acclaim and broke records at the ticket win- dows, will soon take the wraps off 3,000 A.D. Twentieth Century-Fox. notable trail-blazer with films that have a strong adult appeal, is planning to release The Day the Earth Stood Still, an STF story that is actually a plea for world peace. Other producers are getting into the interplanetary act as fast as their writ- ers can pound a typewriter. The cycle of pictures-beget-interest-beget-pictures is on, and 40,000,000 Americans still go to the nation's thousands of film houses. Motion pictures alone are cre- ating hordes of new STF fans. Publishers, from the producers of slicks like the Satevepost and Colliers to the pulp and comic-book "chain" houses, are finding that STF is a real shot-in-the-arm to readership. Sparked by the success of such STF magazines as Street & Smith's Astounding Science Fiction I which has had a 150' ,4 circu- lation increase in the last decade when S&S has been killing off some of its most famous pulp magazines to cut costs) the rush to print STF is on. New magazines devoted to STF. plus a spate of comic books which substi- Radio's "2,000-Plus" (MBS) stimulates adult fancies But "Superman" on AM lacked appeal for kid fans tute spacemen for cowboys and Mar- tians for Indians, are decorating news- stands with sexy-looking covers. Ever since Robert Heinlein cracked the Sat- evepost in 1947 with a beautifully-sim- ple futuristic folk story, The Green Hills of Earth, leading magazines have been giving space to STF. As written, the STF available at newsstands and bookstores ranges all the way in appeal from the thought-provoking page? of George Orwell's fantasv 1984 to the derring-do of Flash Gordon. As a crowning accolade of recogni- tion as a public trend, STF has even become an object of social criticism. Many educators and editors are writ- ing about it, some with mild alarm. Broadway audiences nightly howl up- roariously at an STF-spoofing sketch in Two on the Aisle. In it. Bert Lahr. as "Captain Universe.'' is the not-too- reluctant object of seductive come-ons by a well-stacked Queen of Venus. while his celibate Space Brigadesmen gaze in horror. Even the Kremlin has taken note of STF. In a Russian lit- erary magazine, the American craze for science fiction was lambasted re- cently as "the symbol of contemporarj imperialism.'' Science fiction, without any doubt, has arrived . . . and is booming. Just exactly what it is. on the other hand, is a murky definition in many a radio and TV advertiser's mind. Is it Buck Rogers? Is it Frankenstein and the science-horror stories? Is it the social problem yarns of Rav Bradbury and the STF political theorems of A. E. van Vogt? It is all of these things, and more. Roughly speaking, the area of STF picks up where the world of absolute reality leaves off. It is a realm of fan- tasy, based on projections of known facts and theories. It can be laid in an imaginary scene ten years from now. jilf the science fiction trend on television STF show is DuMont's "Captain Video" "Lights Out" (NBC-TV) is typical adult show using STF fare Kellogg "Space Cadet" mixes adventure, moral le 10 SEPTEMBER 1951 37 I. SCIENCE FICTION ON THE AIR ltad.it shows tlevoted exclusively to Science Fiction SHOW NET SPONSOR DESCRIPTION SPACE PATROL DIMEN- SION X 2,000-PLUS ABC NBC Ralston Juvenile-appeal show of "Buck Rogers" nature. Interplanetary adven- tures of futuristic police force. None Adult-appeal STF show. Often uses adaptations of stories from "As- tounding" magazines; has promotional tie-up with it. None Adult-appeal STF show, with more emphasis on action than "Dimension X." Uses largely origi- nal stories. If. Radio shines with occasional Science Fiction slant MBS ARMSTRONG ABC OF THE S.B.I. MYSTERIOUS MBS TRAVELER General Routine action - crime Mills melodrama with juvenile appeal. Uses fancy sci- entific methods to track down lawbreakers. Not strictly STF, but borders closely on it. None Occasionally uses an outright STF story, along the lines of "Di- mension X." Otherwise, is psychological mys- tery. None Has used a few stories with STF and supernat- ural overtones. Other- wise, is like "Whistler" or "Suspense." None Occasionally uses adap- tations of mildly-STF stories with high adven- ture slant. Primarily escapist entertainment. Iff. TV shows devoted exclusively to Science Fiction MURDER BY EXPERTS ESCAPE MBS CBS TOM COR- ABC-TV BETT, SPACE & CADET NBC-TV Kellogg Bloodless action stories with high moral pur- pose. Juvenile, some adult appeal. SPACE PATROL ABC-TV Ralston TV version of radio se- ries. Very like "Space Cadet." CAPTAIN VIDEO DuMont General Foods (Post Blend of old westerns and space adventures with juvenile slant. Eas- Cereals) ing into educational slant. TALES OF TOMORROW ABC-TV Jacques Kreisler Adult STF stories, with emphasis on suspense rather than gadgets. BUCK ROG- ERS; FLASH GORDON (FILM) DuMont Participat- ing Old Hollywood action serials edited-down for TV use by Flamingo Films. IV. TV shows using occasional Science FU'tlon stovles LIGHTS OUT NBC-TV Admiral Corp. Uses STF-type stories with emphasis on melo- drama and suspense about 25*/f of time. Is increasing its use of FIRESIDE THEATER NBC-TV P&G STF material. Now beqinninq to use a few films with a fu- t'iristic or STF twist. a hundred years, or a million. It can take place right now (example: The Thing in movies, or Martian Eyes on NBC-TV's Lights Out) with an STF character involved in normal surround- ings. Science, time travel, space travel, planets colliding or at war, visitors to Earth from space, effects of atomic energy on civilization — these are com- mon basic "gimmicks" of STF. Not as easily explained is the cur- rent public appetite for STF. Accord- ing to psychologists, it is probably caused by a whole variety of motiva- tions. For one, STF is wonderful es- capist entertainment for a nation be- deviled by war threats and the high cost of living. For another, recent sci- entific developments in the field of atomic physics, radar, rockets, guided missiles, jet propulsion el ah, have gen- erated a tremendous public interest in science. (Incidentally, STF fans proud- ly point out that all of these were fore- shadowed by futuristic stories in pulp magazines all through the 1930's and 194()'s. ) Whatever the reason, the public is far more receptive toward STF than it was a few years ago. This new public acceptance is re- flected in STF trends through the years in broadcast advertising. There have been STF shows on and off the air regularly since 1932. One, Buck Rog- ers, has been on for no less than three different breakfast-food sponsors. Kel- logg sponsored it successfully in 1932 and 1933. R. B. Davis Co. (Cocomalt) aired it at its peak of radio success from 1933 to 1935 on CBS. Cream of Wheat had it, in its declining pre-war years (it was getting in a rut, despite Space Academy CIjiS is lo ctrtifp that: is rnrollfo in tt>t torn Coruttt iarat o( the sfepatr atnoemp; Ijas signtb ttjr 5imUtrs.il »p,«t Jlltogt anb w rntitleb lo all Ifje rights anb prittilrgfg of a fepatt Cabet. ^ feigntb in tljf pear 2350 31. JB. "Space Cadet" scroll makes kids part of show early sales and premium success I from 1935 to 1936. A later attempt to re- vive the juvenile air strip for General Foods' Post Cereals line on MBS in 1946-47, and a TV revival by Peter Paul on ABC-TV a couple of seasons ago were not successful. Buck Rogers, even at its peak, was a limited success. Its appeal was not wide, its audience not as responsive as that of the STF shows of today, although the show sold fairly well for its sponsors. There were other old STF shows, too. Campana sponsored Fu Manchu (TV rights for which were acquired not long ago by Lights Out TV pro- ducer Herb Swope) back in '32, often using a pseudo-science twist to the sto- ries. Adult radio listeners will remem- ber such Frankenstein-type chillers as The Witch's Tale in the 1930's. For youngsters, there were such out-and- out STF airshows as Flash Gordon, and Libby, McNeill & Libby's prehis- toric Og, Son of Fire. Later on, there were such semi-STF shows as Kellogg's Superman and Wander's Captain Mid- night in the wartime and post-war (Please turn to page 74) Dimension X" stunt had men from Mars walking streets, caused no Orson Welles panics Complexity, vast amount of technical details make TV film commercials a headache for admen ART TWO A TWO-PART STORY Film commercial production tips Uninformed admen drive movie makers mad. i 'ransfilm seminars gave ageneymen briefing' Veteran of a decade of film production and direction, Marvin Rothenberg of Trans- filn is also a veteran of the famous SHAEF- Film Unit in WW II Many of Joe Dun- ford's ideas in sched- uling and budgeting TV film commercials have been adopted by other film concerns in the TV film industry Robert Klaeger, head of the Transfilm Mo- tion Picture Depart- ment, has over 600 TV film commercials to his credit. His realm: 1,001 intricate details ■pt§ Do hi "i producers regard I «B you as a pestiferous client? hi the article below, you'll find anecdotes and discussion about agencymen whose lack of knowledge about movie making has helped drive producers to the mad house. Con- densed from a series of lectures given by executives of Trans film, Inc., the article's purpose is to help prevent mis- understandings between agencymen and producers which so often add to the difficulties of filming commercials efficiently. In Part I of this two-part series (13 August), sponsor reported on three Transfilm lectures, covering Commer- cial It riling. Art Direction, and Ani- mation. The concluding three reports below cover Film Directing, Cost Con- trol, and Film Production Detail. IV Headaches of a TV film direcfor (Lecturing: Mr. Marvin Rothenberg) Like the skipper on a ship, the TV film director has the ultimate responsi- bility on the film set. He is in charge of everything in sight. The one thing he can't control is the film knowledge of the agencymen who work with him. "The big bottleneck today," says Marvin Rothenberg, "is the fact that most agency people who are responsi- ble for the original birth of the TV commercial are not film people." To work successfully with producers, agencies should work out all details in advance, Rothenberg stresses. Though film producers try hard to get every- thing clearly understood before the film cameras roll, misunderstandings will inevitably creep in — if the agency, has not done a thorough briefing job. Rothenberg told sponsor of one case. "We were doing an expensive film commercial for one of the leading soap companies. We double-checked with the agency and the client. Everything looked O.K. Then the agency sent o\cr a carton of soap flakes, and we took out a box and set it up for shooting. "Right in the middle of a 'take' an agencyman — we always trj to insist that one be present as a technical ad- visor on product usage — suddenly leaped to his feet. 'My God!' he yelled, 'you're using the family size box. and we meant the economy size.' Well, we had to stop, and go hunting for the right-sized box. Not a single distribu- tor in New York had that size in stock that week. It cost a lot in overtime. [Please turn to page 79) Mr. Herndon, Mr. Molina "Repeated contract renewals prove Associated Press news builds buying audience." RAY HERNDON, Manager KTRH, Houston, Texas Says Mr. Herndon: "Many of our biggest national and regional accounts tell us by repeated contract renewals that they have confidence in AP's ability to build a loyal audience of people who BUY. And satisfied listeners tell us that when KTRH newsmen say 'News brought to you by The Associated Press,' they are getting complete, authentic and unbiased reporting." "AP is without question our Number One revenue getter!" HENRY G. MOLINA, Jr., President WEIM, Fitchburg, Mass. From Mr. Molina: "WEIM has 85 AP news- casts sponsored weekly ... 16 different spon- sors ... all signed tor at least 26 weeks. AP news was the only tool which succeeded in getting three of Fitchburg's five banks for us — a threefold blessing. We echo Sponsor J. D. Bailey of Bachelder-Bailey Co., Goodrich tire dealers, when he says, 'As a merchandis- ing vehicle, AP news is second to none.'" demand AP NEWS ■ rinTiTiiiTr of the country's finest stations announce with pride THIS STATION IS A M 2W> ry AP newscast sold ... 78 a week!" MIG FIGI, General Manager WAUX, Waukesha, Wis. m Mr. Figi: "WAUX and WAUX-FM have literally built on our Associated Press and features. We now carry news every on the hour and there is seldom worry : a renewal. Our biggest sponsor of AP , the Waukesha State Bank, has had lent results . . . experiencing direct and ble results within one week after its AP casts started. Nice going, AP." ■ reSE ate ■I Associated Press . . . constantly on the job with • a news report of 1,000,000 words every 24 hours! • leased news wires of 350,000 miles in the U.S. alone! • exclusive state-by-state news circuits! • 100 news bureaus in the U.S.! • offices throughout the world! • staff of 7,200 augmented by member stations and newspapers . . . more than 100,000 men and women contributing daily! When it comes to audience-impression, you can depend on AP news. AP news rivets attention . . . gains maximum listenership through competent, swift news coverage. When sales messages are linked with AP news, they return the advertising dollar- investment many times over. If you are a sponsor or ad agency not yet profiting through AP news, contact your nearest station or network representative. If you are a station not yet benefiting from AP's share-of-cost plan . . . WRITE AT ONCE FOR DETAILS. RADIO DIVISION THE ASSOCIATED PRESS > 50 Rockefeller Plaza, New York 20, N.Y. THE ASSOCIATED PRESS. PLASTIC IHPPETS SPONSOR: Phillips Distributors AGENCY: Direct CAPSULE CASE HISTORY: Phillips Distributors of Nashville made one announcement on Western Corral, a Monday to Friday afternoon participation show. The one-time TV offer: plastic puppets of Bob Hope, Howdy Doody and other radio TV personalities for $1 each. The returns were immediate. From this single $25 an- nouncement, Phillips grossed $2,400 in sales or a return oj $96 for every dollar spent on TV advertising. WSM-TV, Nashville PROGRAM: Western Corral CIGARETTE LIGHTERS ACTO REPAIRS SPONSOR: Johnny & Mack AGENCY: Direct| CAPSULE CASE HISTORY: Every August, Johnny & Mack conduct a month-long anniversary sale; offer cus- tomers special prices on paint jobs, body repairs, seat covers. For the first time, TV film shows were added to the campaign at an approximate $715 weekly cost. Past newspaper advertising brought volume sales within two weeks. This year, with TV added, firm says, "Opening week was gratifying; we're a week ahead in sales voluiih ." WTVJ, Miami PROGRAM: Cisco Kid; Feature Film HEVERAGES SPONSOR: Nehi Corp. AGENCY: BBDO CAPSULE CASE HISTORY: The Nehi Corporation, in order to increase sales and consumption of Par-T-Pak beverages, offered a free recipe booklet and a bottle of soda. The offer was made twice on Movietown R. S. V. P., a charade quiz with guest movie stars. Offered only twice, Nehi received close to 11,000 requests. The company adds that Par-T-Pak sales have increased appreciably since sponsorship of the show. Cost: under $1,000 weekly. KTLA, Los Angeles PROGRAM: Movietown R. S. V. P. HOME APPLIANCES SPONSOR: Griesedieck Western Brewery AGENCY: Maxon CAPSULE CASE HISTORY: The problem : to male late- night Tl viewers conscious of the Stag beer brand. The solution: a single announcement on Griesedieck' 's Motion Picture Classic show. Program cost: $375. At 10 min- utes past midnight the sponsor offered a little pocket lighter to all who would send in a ]>ost card. In three days, over 1.900 viewers wrote in, and within 10 days, over 3.000 viewers had responded from Oklahoma. Kan- sas, and Texas. WKY-TV, Oklahoma City PROGRAM: Motion Picture Classic III' HIM. PLOTS SPONSOR: Conestoga Memorial Park AGENCY: Direct < VPS1 II ( \-l. HISTORY: Conestoga features a Sun- du\ afternoon program made up of films of historical places in the county. Since it's a very delicate subject. the commercials are designed to interest people, in a subtle way, in burial plots. After 13 weeks on the air the company reported that sales of burial plots had in- lr. Hines Who is to blame? Perhaps blame is not the r i g h t word. It's safe to follow a suc- cessful format — one that has been tested and proved. Can we blame the sponsor for putting his mon- ey on a sure thing? ("an we blame the agency for recommending a sure shot? Experience shows that certain "types" of programs are successful. That to deviate from these proven for- mats is a gamble. "So," says the spon- sor and the advertising agency, "why gamble?" Even horse racing expert's stick to favorites. We know that soap operas sold soap; that hoss oprys sold bread, cereals, candy or "what have you*' to kids. Good private eye shows with a female assistant to add sex appeal have been "safe shots" for years. Variety shows arc prett) much the same — a clever MC and the same rigmarole — some good writer and there you have it. New ideas like Information Please one of the first panel -liow s ran for five months sustaining before a spon- sor could be found. Studio (hie had nc cinch in the beginning. Audience is what the sponsor buys so his thoughts are directed to the listener. The sponsoi buys to satisfy the COnsumei who indicates his likes and dislikes through ratings. I In n, ol course, much depends on the budget. If the amount to be ex- pended is low7 the agency looks over quiz shows, audience participations, prize shows, etc. What does he come up with? A "take off" of Stop the Music; Stop the Clock; Break the Bank, but every one of similar format with a different twist. Panel programs are in the same class — it's this panel or that panel — but the formats are alike. An idea added here, an addition added there. After all is said and done, it's the listener who plays the tune and the sponsor who dances. It all reverts to the one angle. The sponsors and agencies play the fa- vorites. What would you dc? Harry S. Goodman President Harry S. Goodman Productions New York- Like a child, handed from home to home among relatives, the growth of ra- dio has been in- fluenced by its own environment and circum- stances. In the development o f stereotyped pro- graming there were many masters and. therefore, "as the twig is bent". . . . The advertiser, the agency, the net- work and the station forgiveablv not concerned with over-all radio, designed programs to sell merchandise and pull audience. When a program was con- ceived, it had to be sold. And since the program idea was an intangible, the least line of resistance was a sales Mr. Coffey treatment that ma\ have gone some- thing like this: "It has all the power of Blank pro- gram, with a 16.6 rating . . . but this program has a new twist. . . ." Well, it wasn't long until the "twists" became stereotyped and the new gim- micks on the twists became stereotyped. So in the department of proven for- mats, the "blame" category might in- clude nearly everybody in the business. After all, to grow, radio had to become an industry that made money, pro- duced results. And the lack of a strong industry group in the early years of radio did not help matters. As one result of the proven format phase, we arrived at block programing and successfully swung audience from program to program, purposely built along the same lines . . . there devel- oped the "inherit the audience and hold it" technique. Chalk up another round for stereotyping. There have been some really worth- while "workshop" projects carried out by the networks and certainly many of the healthy influences in programing have come from the station and net- work. This is as it should be since their product is the program, while the advertiser and agency are primarily en- gaged in selling other goods. Television is falling into many of the bad habits of radio. However, there is more hope for originality in this medium since we certainly have more over-all thinking in the industry as a whole during this, the formative period of television's growth. Jack Coffey Director of Radio-TV ' Quality Bakers of America Cooperative, Inc. New York M SPONSOR Mr. Bond There is no sin- g 1 e individual, group, station or network upon whom we can pin t h e blame (if blame there be). Rather, it is in- herent in the commercial n a - ture of radio and TV as it exists today in the U. S. A station or network which puts on a program must make that program sufficiently attractive to a large audi- ence to entice a sponsor and keep him sold. Big audience . . . lots of poten- tial customers. That's what matters. The sponsor is in business to make a profit. So is the station. For either one, an experimental program that turns into a flopperoo is prohibitively expensive in terms of both money and prestige. Hence, station and sponsor find it more expedient to experiment less . . . to stick to the tried-and-true. Stereo- typed, shmereotyped ... it gets a re- spectable Hooper doesn't it? People do watch and listen to formula pro- grams; stations are happy, the sponsor is happy and everything's hunky-dory. So, from the profit point-of-view, it's senseless to take unnecessary risks with "different" programing. Of course, the fact still stares us in the face that so very, very much of TV and radio is stereo. Now the perennial poser pops up ... is that bad? If peo- ple like whodunits and stations and sponsors give it to them . . . what's all the pouting and shouting about? Prac- tically the entire entertainment field has jockeyed the question up and down Debate Boulevard, '"How can we give them long-hair culture, experimental theatre . . . when Sir Citizen shys away from such shennanigans in droves?" Is the answer sponsorship by non- profit making organizations? Is a Brit- ish-style, government-supported propo- sition preposterous for US? Will it help to allocate some wavelengths ex- clusively to non-commercial interests? OR ... is the answer: TV and radio are mass media — good enough the way they are — and if some finicky folks don't like 'em, let 'em don't listen ! Harvey M. Bond Advertising Manager Benrus Watch Company New York MOVING DISPLAYS DEALER MAILINGS At WDSU, Promotion is an every day, every week, every month job. Sponsors get extra sales assistance from our powerful "Promotion Plus" merchandising program that also includes streetcar cards, as well as local and national publicity in newspapers and magazines. NO OTHER NEW ORLEANS STATION OFFERS SO MUCH "PROMOTION PLUS" TO SPONSORS! Write, Wire or Phone Your JOHN BLAIR Man 10 SEPTEMBER 1951 45 i,;| lL w . V H H as HARRY LIME-THE THIRD _ ,12 half-hour I rails* i -ibed programs of Suspense, Romance and Intrigue. Incredible stories of the fabulous character originally created in "The Third Man" portrayed by Orson Welles and superlative supporting cast. Each half-hour pro- gram a complete episode. Available NOW— send for audition. Incidental zither mush- irritten and plauetl bu ANTON KAIIAS Composer of "The Third Man" TIiciim' Orchestra under the direction of SIDNEY TOIM'11 Produced, bu HARRY ALAN TOWERS Distributed bu LANG-WORTH IHSTItlltl TIMi HUH' 113 West 57th Street, New York 19, N.Y. WESTERN OFFICE LANG -WORTH Distributing Corp. 14579 Benefit St., Sherman Oaks, Cal. CANADIAN OFFICE S.W. CALDWELL Ltd. 80 Richmond Street West, Toronto ilW o o o !»!/ BOB i o«i;>i \> His handling of the Lipton Tea copy was as relaxed as Arthur's and just as convinc- ing. He played the "hrisk" story straight, yet in his own ungrammatically colloquial manner he laced it with amusing but not overly coy asides. Listening to him was a joy since his style of selling is as sound as it is new. From his performance this — ' night (20 August), I'd sure like the gent working — and selling — for me any time, any place and almost any product. If I may, I'd like to tune up the old saw about an agency earning its 15% on a packaged program. What leads me to this, other than the loose remarks that one constantly hears on this topic, were the printed words in this publica- tion some time back, obviously com- posed by a gent who had never worked on a package or in an agency. I'd like to explain how the compe- tent agency (and it's only reasonable to dismiss the other type) earns 15% several times over . . . first by judi- cious selection of the package itself and its ability-plus-technique in securing that program. In a number of cases in ■which I have been involved. I have radio review PRODUCT: Cuticura AGENCY: Atherton & Currier, New York PROGRAM: One-minute announcements This advertiser has an extended and (I'm -urr | successful record in spot radio. As long as I can recall, Cuticura copy and pro- duction techniques have never attempted I" further the arts or present innovations. To the contrary, they are always as tried as a -cliche and as true as an idiom. Unabashed, fthey offer promise of a flawless epidermis and ensuing romance. The one-minute an- nouncement I caught last night on a local station 100 miles from my home was deftly surrounded by Crosby and Como discs and it pulled all the stops. Starting with a some- what shop-worn vignette of girl-home-from- date and other-girl-who-never-ha> -date, it launched into dialogue that revealed the sec- ret of skin that men love to meddle with - — the answer being Cuticura, of course. Although I called this situation shop-worn, I must admit I will not quarrel with the soundness of it as an advertising approach for this product. When I was solely con- cerned with writing copy for radio, 1 could -'Mom bring myself to use these oft-told tale~ of woe, however sound they might be. I. wrongly or not, was wont to look for a fresh or more novel approach. Hut anyhow. Cuticura, by good casting and excellent pro- dui tion, has made the dialogue ring as true as a crystal goblet. From the vignette the} felt, with some justice, that the agency was worth, let's say, 30% for what it went through merely to effect the liai- son. In one case, I had the misfortune of having the phone near my bed; this was in Bel Air, California, at the time a gentleman by the name of Crider was sewing up the Brooklyn Dodgers for Schaefer Beer. If you recall, the head of the Brooklyn team was Branch Rick- ey whom sportswriters dubbed "the non-alcoholic Rickey." To consum- mate this affair required untold skill, persuasion, courage, and creative sav- vy. These qualities were expended over many trying months, some of which [Please turn to page 73) segue to straight copy and top it all off with the well-established Cuticura spelling ditty which has always registered well with me la former student of Chaucer, Spencer and the Latin poets, Catullus and Martial) because of its wayward rhyme — Cuticura and the word "purer." All in all, in 60 seconds we get drama, straight sell and music — which is better than par for any course. radio review PRODUCT: Lipton Tea AGENCY: Young & Rubicam, New York PROGRAM: "Talent Scouts," WCBS It's quite a task to step into Arthur God- frey's shoes and, to my mind, the big reason his previous replacements have appeared to be so ill a fit is that they've had the misfor- tune to possess styles quite similar to Ar- thur's. This summer, to the contrary, God- frey's stand-in was a gent with his own de- cisive style — one very different from Arthur's. Herb Sbriner is a youthful Will Rogers with a most un-self-conscious and ingratiating rube-delivery that is packed with charm. Up till this season, Shriner never seemed quite at home in anyone's shoes including his own, either for radio or TV. Hut 1 daresay his recent MC-work and his obvious ability to handle the contestants on Talent Scouts while maintaining his own natural charm and amusing delivery has already brought him a score of offers in radio and TV. radio review PRODUCT: Piel's Beer AGENCY: Kenyon & Eckhardt, N. Y. PROGRAM: "Warm-up Time," WMGM Less-NFS (non-fermented sugar) is the theme warbled by Piel's Beer. The tune is punctuated by spoken copy — a device that serves to break up the tune itself, adding punch to the story but helping somewhat to destroy the entity that is the tune and thus making it far more difficult to remember than an uninterrupted one. As for the copy- approach itself, well — I've been looking at it askance for some time now since I've seen it in the papers and on television (reviewed recently). I feel this way mainly because NFS seems to me to fit into the old Cremo- spit campaign category. Why bring up sugar in beer? Who knew about it? Isn't raising this subject going to harm all beer including Piel's? For my money it's a manufacturer's bellyache — whereas the Ruppert approach to the same idea takes solely a consumer point of view, stressing the non-filling angle. radio review PRODUCT: Muntz TV Receivers AGENCY: Michael Shore, Chicago PROGRAM: Announcements Formerly an automotive madman with far more method than dementia, Muntz now is utilizing his flair for attracting attention to sell his television receivers via spot radio. The musical ditty used by his ad-visers is as good as any I've been subjected to. The gimmick is simply this: a college-type rah- rah tune is fitted out with a commercial lyric. The result is as catchy and as infec- tious a jingle as any football band's best rendition and hence it is decidedly youthful, completely simple, very lively. It sticks with you (the listener) which is all any sponsor can ask of hi- tune. Why more advertisers haven't turned to this kind of melody, I don't know. I used one once (for Scotch Cellophane Tape) and found it especially adaptable lyric-wise and no problem to have orchestrated. 1 might also add that the style is not dated to the contrary: it's as up-to-the-minute as this \ ear's undergraduates. 48 SPONSOR DOUGLAS FAIRBANKS. JR fRANCHOI TONE RAY MIILAND TTRONI POWER 10 SEPTEMBER 1951 49 ■■■ This SPONSOR department features capsuled reports broadcast advertising significance culled from all seg- ments of the industry. Contributions are welcomed. Food for thought: grocery chain beams sports show at men A top-heavy majority of all the ad- \ertising and promotion of food prod- ucts, regardless of media, is aimed at women. But the Jax Meat Company of Jacksonville I supermarket opera- tors I didn't stop at the statistical sur- face. They delved deeper before de- riding on their program type, and the audience they wanted to reach. Jax's advertising evolution: man likes food . . . man likes sports . . . man buys food . . . Jax buys sports. It was as simple as that. The clincher: a little research in trade channels turned up the BBDO survey, "The Male Influence in Grocery Shoppinu." Sponsor, sportscaster ham up' contract signing It revealed that 77% of the husbands sometimes shop for groceries. Of this 77%, 68% shop once a week or more. Further evidence showed men buy things their wives don't buv; they buy larger packages and quantities; they buy more than they're asked to get; and they SPEND MORE than their wives when the wives shop alone. It became clearly evident to Jax. They wanted to talk to the men. '.he best way to talk to the men, and on their favorite subject — a radio sports show. The program : Today in Sports, a 15-minute review of the complete sporting scene aired six days a week at 6:15 p.m. Current evidence shows Today in Sports is paying off. With Jax's stores open evenings, the whole family can get down to the stores after hearing the Jax program along with the broadcast "Jax super specials." It gives Jax employees a chance to sell that valuable 77' r of husbands land anyone else sports-minded) who do the family shopping. • • • !<•«• Follies uses rtulio one-shots effectively One-time shots pack a punch. They are ideal for advertisers seeking special sports or holiday tie-ins; perfect pro- motions lor movie premieres or thea- tre openings. For long-lime solo spon- sorship-. Shipstad & Johnson, co-own- ers of the "Ice Follies," offer proof of air su<< esses with a single show. I heir 12th annual radio show will launch the "Ice Follies of 1952." The format: a 30-minute MBS program originating from KHJ, Los Angeles, .ind aired over 53 stations featuring top stars of screen and radio. The time: Thursday, 6 September, from 9:30 to Id p.m. PCT. Eddie Shipstad. co-owner and co- producer of the show, along with Rov Shipstad and Oscar Johnson, explains the purpose of the broadcast. "Radio facilities provide the perfect vehicle for this event. One of the main purposes is to stimulate local interest in each city of the "Ice Follies" itin- erary and help each local arena build attendance for the show. With stations spotted advantageously as far as our lour is concerned, this objective is ac- complished to the maximum degree. "We also find." continues Johnson, "that people in fringe areas are inter- ested in hearing a premiere as it hap- pens. Listening to many of the more than 200 top screen and stage stars present makes them more anxious to see the show when it arrives in I lie city nearest them." The show follows the original pat- tern first used in L941 and originated by Walter McCreery. • • • "Beauty and the Beast" pack potent TV sales puneh D.j's come and d.j.'s go but a few, with salesmanship and audience ap- peal, keep disks and sales spinning. This d.j. tale concerns one of the more successful wax spinners. It is called "The Beauty and the Beast." Once upon a time there was a guj named Paul Dixon who spun round, black records beneath a tall, steel tow- er called WCPO. A lovely princess called Dotty Mack listened to, enjoyed, and believed in what Dixon said. She joined with Dixon to form a team. Miss Mack was an "eyeful"; Mr. Dixon was a "mouthful." They com- bined the audio and video and pre- sented the first TV disk jockey show, WCPO-TV's The Paul Dixon Show. The duo ad-libbed. pantomimed, mugged, joked with, kidded about, congratulated and played to an end- less audience — an admiring public. Paul Dixon — a mouthful — spins disks and sells Then one day a big, important look- ing group named "Sponsors" came with peanuts, mattresses, popcorn and auto- mobiles, soft drinks and restaurants, soaps, cigarettes, sun lamps, dairy products and refrigerators. So "The Beautv and the Beast" sat Dotty Mack — an eyeful — helps d.j. win friends down, worked over, presented convinc- ingh everything from peanuts to au- tomobiles. And everyone everywhere went to stores everywhere and bought everything from automobiles to peanuts. Then one dav people from New 50 SPONSOR York drew up a piece of paper called a contract so that more people in more places could get an earful and an eye- ful of this TV disk jockey show. Now the story has a happy ending because more sponsors and more peo- ple will be joyous. The Paul Dixon Show went network on 8 August. The new "castle" for "The Beauty and the Beast"— ABC-TV. 8-9 p.m.. Wednes- days. * * * "Bright Star" wins sponsors In all major categories Advertiser activity is not confined to video as some reports would have you believe. With the proper program- ing and sure-fire audience appeal, sponsors aren't hard to locate. The lat- est success transcription-wise: Bright Star produced by the Frederic W. 7iv Company. The company sales tally as of 19 August: Bright Star (starring Irene Dunne and Fred MacMurray ) sold in 97 markets in 21 states. Major spon- sors thus far include breweries, utili- ties, groceries, and food advertisers. The show, believed to be the highest budgeted of all new radio shows pre- pared this fall, at $12,500 per half hour, will debut on 24 September. Like other Ziv shows. Boston Blackie. Cisco HERE NEEDLE! Ziv execs plan shows with Dunne, MacMurray Kid, Bold Venture, The Guy Lombardo Shotv, the Dunne-MacMurray starrer will be an open end transcribed show available for sale to agencies, local sponsors, local stations, regional spon- sors and networks, and national spon- sors for selective advertising. This Bright Star series marks Ziv's first comedy venture. • • • Briefly . . . Advertisers are getting that some- thing extra since WAVE-TV in Louis- ville increased its power. Station re- ports receipt of scores of complinien- (Please turn to page 78) tfce-Pres. fienl Mgr.\I Associated APS subscribers will do a "double- take" at this column . . . it's a con- densed version of the 4-page bulletin they receive each month. The regular edition of "The Needle" is for subscrib- ers only, contains advance info on what goods will sell best in local stores, what items to emphasize in radio copy, how to do a better sales and program job. This short version is addressed to all broadcasters. Potential income on a large scale for stations across the nation looms in the big COMPO promotion, with over $6,000,000 reported allotted for spot and local radio. This is group of movie- makers, who have awakened to the need for potent promotion instead of breast- beating, as the answer to movie box- office problems. And the story is that local stations rate tops in their think- ing as the best way to re-sell movies. Every station should work closely with local and regional exhibitors, stay close to developments from now on. One big potential overlooked by- Hollywood is the terrific impact inherent in use of star-material on a regular basis by stations. Good example is Vic Damone, whose latest movie, "Rich, Young & Pretty," is about to be released. Damone's box office potential is in direct proportion to his popu- larity in towns and cities where his movie will be exhibited. APS subscribers have 111 Damone se- lections, the latest release featur- ing several tunes from the new movie. This is the sort of pro- gramming movie-makers should buy, not beg for. Good news to APS subscribers is announcement that widely-used Sales Meeting series will be transcribed LATERAL instead of VERTICAL. effective with current release: "Mer- chandising Radio Advertising." Since discs contain mostly voice material, quality is less important. Next two sales meetings (Sept-Oct) will be de- voted to "Radio Vs. Newspaper" with the Sept. disc produced so that it may be played for local businessmen, clubs, etc. October Promotions can make this one of the year's top advertising months at local level. Appliance week (15) finds dealers intensely anxious to move these co-op supported items (use APS appliance lead-in disc of 61-217) . . . Eire prevention week (7-13) is good insur- ance peg, especially with new all- Service inclusive type policies now available . . . These lines do especially well in October: Millinery, Women's Wear (coats, suits) especially basement or low-priced items, Woolen Dress Goods, Furs, Home Furnishings. Items that lag are: Luggage. Silk Undies, Aprons and House Dresses, Sporting Goods. Full details in the current (September) issue of "The Needle." Brand New virgin vinylite APS libraries . . . complete with all the trimmings . . . will be enroute during the next few days to these new members of the APS family: WLBR, Lebanon, Pa., KGCU, Mandan, N. D., KELD, El Do- rado, Ark., KBMY, Billings, Mont., KREM, Spokane, Wash., KLKC, Parsons, Kans., WKIP, Poughkeepsie, N. Y. Welcome! Denny Vaughan is newest APS star, second big addition so far this yeai (Guy Mitchell was first). Vaughan is Canadian . . . gained fame in England . . . his records here are soaring now. Amazingly versatile Vaughan does own arranging, conducting, plays piano too! APS subscribers who have heard his first releases send joyous greetings. Thanx. Shavings: Week after Ed Hochhauser, Jr.. became APS sales manager, he broke his right foot, will be in a cast for 7 weeks . . . our Christmas Pro- gram Package for 1951 will be almost double last year's in program time . . . ditto the Special Thanksgiving releases, due to be shipped about now . . . Big- gest transcription news in 15 years will be on your desk in a few days, bearing our imprint, as usual. Watch for it! . . . Our current survey of station use of library programs shows far wider use than we'd expected. Leading APS programs include Mindy Carson, Evelyn Knight. Dick Jurgens shows . . . also Stars Sing, Music For America and Candlelight and Silver. Many stations building their own show-, and we'd love to hear them. This is an invitation to all broadcasters to send us air-checks of any outstanding locally-built library show. We'll buy any good ideas we can use. See you soon — at Milwaukee (Ad Club) September 20 . . . NCAB meeting at Asheville Oc- tober 19 . . . OAB in Cleveland October 24 . . . BMI Clinic in New York October 23 . . . and some of the NARTB district meetings. Regards . . . Mitch 10 SEPTEMBER 1951 51 mi.n Timebuyers who know Walter Nilson of the Katz Chicago office will be quick to recog- nize his photo. And just as quick to appreciate his sales story — that to cover the bi 1 1 ion dollar Miami market it takes the biggest station — the station with top power, top audience, top programs. In short, it takes WGBS. ~$ 15 From the desk of WALTER NILSON: Do you hove a schedule for Miami? Keep in mind that WGBS delivers 60% more listeners per dollar than the second station, 467% more circulation per dollar than the leading newspaper, 1432% more than the only TV station. That's the kind of media leadership that results in product sales! TOO V/ATTS LM I A M I FLON D A^ REPORT TO SPONSORS for 10 September 1951 (Continued from page 2) Repertory drama: key to cutting TV costs? Idea being pitched to network, agency program men aims at low-cost TV drama through organization of repertory theatre units within television. Nicholas Bela, Hollywood writer-producer now in New York who authored plan, says permanent companies producing TV drama could amortize part of production costs by performing same plays in neighborhood theatres. Additional savings, he maintains, would come through teamwork of cast working together permanently. XL stations use unique promotion to stress AM's lead over newspapers Seven XL stations of Pacific Northwest have devised cute, and eye-opening, promotional gimmick. They're sending to clients four-page folder, whose cover contains 12c in cotton bag, with legend: "Keep the change — this much is in the bag." Inside it quotes Advertising Research Bureau, Inc., survey showing that 54.5% of consumers buy at stores from radio' s urging ; 33.2% from newspapers; 12.3% from both. Its conclusion: 12.5% of market is in the bag with either media, but "Radio gives you the bigger single market coverage." "Cameo Theatre" uses low-cost approach, impresses P & C "Cameo Theatre," summer replacement for P&G's "Fireside Theatre" on NBC-TV, has scored good rat- ings at extremely low cost by using "experimental" techniques. Example: one show was played against background of plain black drapes with minimum of props. Leery of such arty trappings at first, P&G is said to be impressed with economy record of "Cameo." One agency man who qualifies as in- formed source told SPONSOR he thought P&G might urge producers of "Fireside Theatre" (Bing Crosby Enterprises) to cut down on Hollywood touches for filmed series in favor of less costly techniques like those of "Cameo." Survey demonstrates scope of Mexican market in L.A. Remarkable scope of Mexican market in Los Angeles area as air advertising target is revealed in survey conducted by Coffin, Cooper & Clay, Inc., for Hank Hernandez Productions, L.A. It shows 525,000 persons of Mexican descent living there. Of total 105,000 Mexican families, 98% have at least one home radio; 74% own autos, and 58% have radios in autos ; 50% own TV sets, and 64% of remainder hope to buy TV set in next six months ; 68% own their own homes; average family's two working members earn $3,851 yearly; 50% use refrigerators. 52 SPONSOR MAN COOKS OUTDC^IRS Man's first cooked meal was a barbecue . . . then he spent the next hundred centuries moving the cookstove inside the house . . . and from then on a frying pan and an open fire were strictly for campers, Boy Scouts and bums . . . Then along came California. Somebody in that fantastic, free-spending land sold somebody else a long-handled fork and a bag of charcoal. And straightway, frying beefsteak in the backyard became the thing to do from Portland to Portsmouth. Whether you have a fad for sale, or a fabric, a smoke, a pill, a car, or a career — sell it first in California and the rest of the world will buy. It's worth more to you to have your product known in California than anywhere else in the world. Sell Southern California first— with the station that serves it best. Kiwi PC LOS ANGELES - 710 KC **ClA i 5l u 50,000 watts daytime • 1 0,000 watts nighttime H REPRESENTED BY H-R REPRESENTATIVES, INC. • AFFILIATE, LIBERTY BROADCASTING SYSTEM RADIO CONTINUES TO BE "AMERICA'S GREATEST ADVERTISING MEDIUM" 10 SEPTEMBER 1951 53 II REYNOLDS METALS [Continued jrom page 29 i 3. Belic\ing that a company's great- ness depends, in some measure, on the greatness of the state in which it oper- ates, Reynolds fully supports institu- tions of higher learning that provide tomorrow's state leaders. To carr) out these three aims. Rey- nolds and its agency. Zimmer-McClas- kc\ Advertising of Louisville. Ky., called on radio. Although there are 24 Reynolds pro- duction and fabricating plants spread around the country, half of them are concentrated in only three areas. Louisville, site of the very first com- pany plant, is now the home of six factories. There are four more in or near Listerhill. Ala; two in the Pacific Northwest — at Troutdale. Ore., and Longview, Wash. Thus Reynolds radio schedules in these three areas cover the most important part of plant opera- tions. Here's a rundown by areas of just how radio accomplishes Reynolds' objectives. Most recent and ambitious part of the air-borne public relations cam- Whether it's lambs or sales that have gone astray, WIBW can quickly pull them back intc the fold. Out here in Kansas, WIBW is the station most listened to by farm and small town fami- lies.* These are the folks who have the money ... do the bulk of the buying.** These "bread and butter" customers of your:; leave their dials set to WIBW from sunrise to midnight because we're programmed to give them the entertainment, services and features that both interest and serve them. So, to hold old customers and build new ones, use the most powerful mass selling force in Kansas— WIBW. ♦Kansas Radio Audience 1951 ** Ask your Research Dept. fr v^_ W I B W Serving and Selling THE MAGIC CIRCLE Rep.': Capper Publications, Inc. » BEN LUDY,Gen. Mar.- WIBW- KCKN ^_ paign is Northwest Alert, a weekly half-hour program carried over Wash- ington and Oregon's Viking Network. It's heard from 7:30 to 8:00 p.m. every Thursday evening on stations KPFM and KWJJ, Portland; KRUL, Corvallis: KASH. Eugene: KELS, Kelso-Longview ; KMCM, McMinn- ville; KNPT, Newport; KTIL. Tilla- mook; KRCO. Prineville; KOCO, Sa- lem; KVAS, Astoria; KIHR. Hood River. Northwest Alert is a program about civil defense, produced by The Viking Network, under over-all supervision of agency account executive Henry Mc- Claskey. Jr.. and Reynolds director of advertising, David F. Beard. This, ex- plains Tom Hotchkiss. manager of Viking Network, is how the show works: "Almost the entire program is tape recorded outside the Viking studios by producer Alvin C. Yantiss. . . Broad- casts have featured sounds of an atomic blast; pickups from an Atomic Energy Commission. . . . Wherever possible the program ties in with local or national campaigns, such as American Red Cross or a hospital fund drive." Here's a typical commercial used on a recent broadcast; only the highlights are quoted. (Notice how artfully it points up Reynolds' role in the com- munity.) ". . . . Year in, year out. the earth- worm works his way back and forth through the soil — keeping it healthy- increasing the size and quality of the farmer's crops. "Like the earthworm, a Reynolds pay-roll dollar goes quietly upon its appointed round, stopping in this pocketbook and that, visiting the cash registers of various stores, resting for a day in the teller's window at the bank, always helping to improve the financial health of the community. . ." Re\ nobis follows the same tack, though with a different type of pro- gram, in two other areas. Both Ken- tucky and Alabama know the company as an ardent booster of their native college athletic teams because Rey- nolds sponsors sports broadcasts over Louisville, Ky., and "Tri-City," Ala., stations. Thus, the company makes a bid for the community's friendship by tieing in with one of the areas most red-hot enthusiasms. The pattern of Reynolds' activity in these areas took shape gradually. Rey- nolds started using radio first in late 1940 witli an across-the-board o:00 54 SPONSOR a la carte television Special privileges — at no extra cost! That's what Spot program television means to national adver- tisers. And the privileges are many, and important. You choose the markets you want. Only the mar- kets you want. With Spot program television, there are no "must" stations, no minimum station re- quirements. Your own sales plans dictate the size of your station line-up. // it's broad coverage you're after, Spot program television multiplies your opportunities for station clearances. You're not restricted to availabilities offered by any single network. You can use stations affiliated with any or no network. You can select the best period offered by any station in any market. You receive whole-hearted cooperation from the stations . . . find stations clear time more readily. That's because stations net more when a time period is sold for a Spot program than when it's taken by a network show. You enjoy the better picture quality of film pro- grams which are generally superior to kinescope recordings network shows must use for delayed broadcasts, or broadcasts in non- interconnected markets. at table All of these "a la carte'1'' advantages — at no extra cost. Spot rates for facilities charges are generally lower than network rates for the same period . . . over the same stations. The savings are substantial. They're more than enough to pay for the extra film prints required, their handling, and their distribu- tion to the stations. You should know the full story on Spot program advertising before you buy any TV coverage. You can get it from any Katz representative or, if you prefer, send to our New York office at 488 Madison Avenue for your copy of the booklet, "Straight Thinking On Television Costs." You'll see very clearly that in television . . . you can do better with Spot. Much better. d'hote prices HE K A Z A G E N C ■ t INC* Station Representatives NEW YORK • CHICAGO • DETROIT • LOS ANGELES • SAN FRANCISCO • ATLANTA • DALLAS • KANSAS CITY WML This smiling maiden with stars in her eyes. For a trousseau is shopping and here's how she buys. A twist of her wrist, her radio dial's what she sets. To WSPD, where she has trust in suggestions she gets. And, after the wedding through years of housekeeping bliss, her daily listening favorites she never will miss. So Sponsors, reach housewives, that we call Madam Buyer Buy time on WSPD, North- western Ohio's favorite Town Crier. p.m. newscast over WGRC, Louisville. Reynolds started the program solely to attract skilled craftsmen and machine shop workers to the Reynolds factories in the Louisville section. As the need for more workers fell off, however, commercial emphasis shifted to a strict- ly P.R. approach. Listeners were told that Reynolds was no "morning glory," here with the war and gone with the peace. They were told that Reynolds would continue to he an important part of the Louisville areas industrial picture. Too, commercial time was shared with organizations like the Community Chest, Red Cross. Boy Scouts. About the same time, Reynolds had opened up two new factories in Arkan- sas— a state in which the company had never before operated. Its giant com- petitor ALCOA was already well-estab- lished there, however. As a way of introducing the company. Reynolds hit on the sponsorship of University of Arkansas football games. The broad- casts aroused such immediate favor- able reaction that the aluminum com- pany management has ever since looked on sports as the most effective meeting ground between company and community. Louisville, headquarters of the com- pany and site of six plants, has enjoyed Reynolds-sponsored sports broadcasts consistently since the fall of 1947, in- cluding: University of Kentucky football via WHAS, Louisville. WHAS basketball broadcasts, covering University of Kentucky. University of Louisville. Eastern State College, Western State College. Murray State College. All but the basketball games of win- ter 1950-51 were heard over WHAS. WGRC, Louisville, carried last season's basketball games. During half-time periods in the football games, Univer- silv of Kentucky personalities were the subjects of interviews. In 1949. former football captains stepped before the microphone; in 1950 it was a succes- sion of ungraduate leaders. Reynolds was getting in regular plugs for Reynolds Wrap and a few other aluminum products aloiii; with llic public-relations copy. Hut it wasn't until the fall of 1950 that a straight- selling program went on the air. Over WAVE-TV. Louisville, the company sponsored Telesports Digest on Sun- days at 9:30 p.m. Aluminum building products got a big pla\ until shortages in 1951. Viewers were then told thai the) might have trouble getting these fine products, because national defense orders, and stepped-up civilian demand were making them scarce. Although no concrete sales results can be traced to Reynolds broadcasts from Louisville stations, results in terms of public relations are very en- couraging. Following the dedication of Kentucky University's McLean Sta- dium— a description of which was aired under Reynolds sponsorship — president of the university, H. L. Donovan wrote enthusiastically: "It was a pleasure to cooperate w ith the Reynolds Metal Company in the program of dedication. We are grate- ful for the part which Mr. Keen John- son I Reynolds director of public rela- tions I played in our celebration. His "At the top level in his business, the advertising man nowadays is generally a kindly and respectable-looking man of rather more than middle age, who lives in the best suburbs, plays golf Satur- days and Sundays, belongs to the l>e»t clubs in town, avoids publicity like the plague, seldom goes to the pictures, al- ways reads the Times, and never goes to the dogs." CYRUS A. S. DUCKER British representative. Ellington & Company. \. 1 . company has done a splendid thing in sponsoring the broadcasts of our sports events for the benefit of our friends in Kentucky and other parts of the nation. . ." Recently, the company's air-borne campaign was expanded to northern Alabama, where it has four plants. Three are in Listerhill. while a fourth is in nearbv Sheffield — one of the " Pri- Cities" which depend on electric power from giant Wilson Dam. Reynolds' interest in community welfare has already brought expres- sions of appreciation from Alabamans. Jack Voorhies, program director of WLAY. Muscle Shoals, relayed this comment, among many others, to the Zimmer-McClaskey advertising agenc) : ". . . . the Mayor of Sheffield, Mr. C. L. Beard, came to me just before a broadcast the other night and com- plimented us not only on the qualitj of our broadcasts, but was very pleased with the fact that your copy carried such excellent promotion for the < it\ of Sheffield and the Tri-Cities in general. ' A national advertising campaign, re- centl) launched, may well have caught 56 SPONSOR A pattern of lights on the chart gives this maintenance technician a complete report on the condition of coaxial cable circuits. Chart is shown below. HE CAN SEE HUNDREDS OF MILES! Somewhere along a coaxial cable route — it may be a state or two away — a fault threatens tele- vision transmission. A warning light flashes in a central control room. The maintenance technician places a record sheet over a glass screen. Within seconds a pattern of lights shows exactly what's wrong. Many times the fault can be corrected by automatic apparatus operated from the con- trol center. Or the maintenance chief can send crews directly to the spot. In most cases the trouble will be fixed without interference with the program. This and other automatic equipment keep transmission flowing freely along more than 19,000 miles of television channels — both coaxial and radio relay. To the Bell System, maintenance of network television service is just as important as providing channels. The coaxial cable, radio relay systems and associated equipment used by the Bell System for television purposes are valued at nearlv $85,000,000. The cost for your use of this equipment? Bell's total network facility charges average about 10 cents a mile for a half hour of pro- gram time, including both video and audio channels. BELL TELEPHONE SYSTEM IS PROVIDING NETWORK TRANSMISSION CHANNELS FOR THE RADIO AND TELEVISION INDUSTRIES TODAY AND TOMORROW come of the spirit of Reynolds re- gional advertising approach. Though the national promotion is aimed at moving specific Reynolds products, it has institutional overtones as well. Bu- chanan & Company, Inc. in New York handles Reynolds aluminum products and Reynolds Wrap nationally. What are Reynolds' future plans? Although militarj requirements can alter the companj 's operation over- night, it's set to continue the use of radio, and possibly TV. A network of seven stations is being lined up to broadcast the University of Kentucky s 1951 football schedule. The net will cover Kentucky, southern Indiana, and southern Ohio, will include WAVE, Louisville; WCKY. Cincinnati; WVLK, Versailles, Ky.; WCTT, Corbin, Ky.; WKCT, Bowling Green, Ky.; WVJS, Owensboro. and WKYB. Paducah, Ky. The company expects to keep right on using radio for its successful pub- lic relations program. Explains public relations chief Keen Johnson: "Chances are Reynolds will continue to use radio in the vicinity of its main plants throughout the course of the emergency. As was recognized in WDBJ FOR ROANOKE AND SOUTHWEST VIRGINIA The million people in WDBJ's coverage area will earn nearly a billion dollars this year. Here's WDBJ's family cover- age, according to the 1949 BMB: Day — 110,590 families in 36 counties Night — 85,830 families in 31 counties and 3 to 7 days weekly Day — 90,320 families Night — 66, 230 families AND in Metropolitan Roanoke WDBJ's average share-of-audience is from 50.8 to 74.4 percent of total sets in use from 8:00 A. M., to 10:00 P. M. (C. E. Hooper — 23,191 coincidental calls Dec. 1950 through Feb. 1951.) For further information: Write WDBJ or Ask FREE & PETERS! WDBJ Established 1924 CBS Since 1929 AM — 5000 WATTS — 960 Kc. FM — 41,000 WATTS — 94.9 Mc. SOUTHWEST VIRGINIA'S Piottevi RADIO STATION World War II. and before, many mis- conceptions about industrial concerns arise in the minds of citizens and workers. Reynolds has found radio the ideal vehicle for getting across the plain, unvarnished truth about itself." As the Reynolds Metal empire grows, its radio-delivered human rela- tions objectives will undoubtedly fol- low close behind the plant builders. Still expanding, Reynolds recently bor- rowed $85,000,000 to increase primary aluminum capacity. From that build- ing fund will come a completely new aluminum reduction plant in Corpus Christi, Tex. — adding 150,000,000 pounds of aluminum to the country's yearly output. Presumably, the Rey- nolds story will soon be told again: this time with a Texas drawl. * * * BE CAREFUL ON AIR {Continued from page 31) one entertainment turn to destroy any remaining doubts of big business that radio was less than tops as a sales in- strumentality. All classes of the eco- nomy were equally enthused about Amos 'n Andy, then heard nightly at 7:00 p.m. at which time all activity al- most literally ceased throughout the nation in A-B-C-D-E economic level homes. And yet even this stunning success had censorship angles, partly because of the dimensions of the success. First, there was some grumbling among Ne- groes, just as there has been recently following introduction of the TV ver- sion, that Amos 'n Andy was "racial stereotype" humor, calculated to keep white folk in a posture of condescen- sion against black folk. Then followed the Federal Trade Commission's crack- down on Pepsodent's claim that it was "three to 11 times more powerful in killing germs than any other leading dentrifice." Rival toothpastes screamed copper at that. It was felonious as- sault when hooked up with the fan- tastic popularity of Amos 'n' Andy. Another early crackdown by the FTC was against Cremo Cigar's slogan, "one man's spit is another man's poison," a slogan intended to suggest thai only Cremo cigars were made by machine, all other brands were hand rolled and sealed in saliva. Cremo's revolting picture of its business rivals, Luckies' famous "reach for a Lucky instead of a sweet," with its propa- ganda against candy, were typical of 58 SPONSOR Ll More Buying poW«r .1 w=ft- • Almost 23 billion dollars per year, more than 10 per cent of the U. S. total, now is the income buying power generated in the pros- perous Lake Michigan States area. Per capita income buying power is 13 per cent above the national average in this area where population has increased 13.5 per cent in the past 10 years . . . where retail sales in- creased 632 per cent in dollar volume in the past 10 years . . . where home building is 19 per cent above 10 years ago . . . where indus- trial growth is the first in the nation . . . where more people listen daily to WMAQ than to any other radio station. Contact WMAQ, Merchandise Mart, Chi- cago, or your nearest NBC Spot Sales Office NOW for help in directing your sales mes- sage to this rich market. &y a NW Sources: Standard Rale and Data, U. S. Bureau of Census, Rand McNally 1951 Commercial Atlas, Chicago Asso- ciation of Commerce and Industry, BMB Study No. 2. fO NATIONAL BROADCASTING J, TWO TOP CBS STATIONS TWO BIG SOUTHWEST MARKETS ONE LOW COMBINATION RATE KWFT WICHITA FALLS, TEX. 620 KC 5,000 WATTS KLYN AMARILLO, TEX. 940 KC 1,000 WATTS When you're making out that sched- ule for the Southwest don't over- look this sales-winning pair of CBS stations. For availabilities and rates, write, phone or wire our representatives. National Rapresentatlves JOHN BLAIR & CO. the no-holds-barred philosophy of some early sponsors. There was a program "code" in 1925, only three years after the found- ing of the National Association of Broadcasters. It was brief and pious. Other codes were promulgated in 1928, 1929, 1939, 1948. (See accom- pany ing lu>\ for an excerpt from the '48 "Broadcasters Creed.") Quite early, radio found itself on the horns of a dilemma. On the one hand it could hardly be denied that radio was potentially explosive and had to be handled with care. Against that was the finger of "censorship." Liberals had frowned deeply when Owen D. Young declared in a public address: "Freedom of speech for the man whose voice can be heard a few hundred feet is one thing. Freedom of speech for the man whose voice can lie heard around the world is another . . . the preservation of free speech now depends upon the exercise of a wise discretion by him who undertakes to speak. . ." NBC made such a secret in 1934 of its Continuity Acceptance Division that when CBS published its own program standards in 1935 its executives got the credit for being advanced thinkers. Network editors have invariably, even to the present day, buried themselves as much as possible from public — and trade — view. Censorship incidents have customarily "leaked" to the trade press from actors, directors, writers, admen and — sic — network vice presi- dents. Here perhaps it is fair to re- mark that the expose of censorship is an honored American custom. One network vice president who got caught in a running feud with a radio wit took a bad shellacking and in the end lost his job. Plainly censorship has an infinity of facets. New complications are for- ever arising as recently in the Jean Vluir case, the repercussions to which were palpably not anticipated b\ either Crucial Foods or Young & Rubicam. Later still, as shall be discussed in a second article. Frank Costcllo. a shad- owy figure of our generation, also in- troduced new civil libertarian C0St YIlcU time \^» participat'0" ? yn camera , Aud»ence ?« pTOdud °n * GrocerY S\° e Sho* \ the FCC to sell time on a basis of scrupulous balancing of opportunity among all political parties. The Hearst stations tried to hold out on the Com- mies but were cuffed into conformity. Among the Socialists, the adroit and tactful Norman Thomas early found out how to get himself on the air un- censored, but his party colleague. Vic- tor Berger of Milwaukee, once had the very microphones into which he was speaking bodily lifted from the podium (A SPONSOR and taken away — a high tide mark in early radio naivete. Berger, at the time, was rapping "Wall Street" and saying that it controlled the press and radio! In 1935 Cream of Wheat requested Alexander Woollcott to please not cas- tigate Mussolini, then-hero of many Italian-Americans or Hitler, then-hero of many German-Americans. Morris Ernst was invited by WOR to substi- tute the phrase "certain rich men" for the actual designation of Rockefeller. Morgan, and Ford. Major General Smedley Butler of the Marines gave more than a few ra- dio stations a hard time. Butler was then much in demand as a luncheon orator and local broadcasters recog- nized him as good circulation bait. Unhappily he was devoted to cuss words, used colorful mental images like "turning food into fertilizer" and got himself cut off the air on half a dozen occasions. "I can't talk soldier's talk in front of these deodorizers," he once cracked, pointing to the mikes and drawing a laugh. As early as 1930 Walter Winchell was feuding with network editors. One of his quarrels was over Judge Crater, described by Winchell as "the so-called missing judge. . .who is hiding about 10 blocks from here." Set down in flash sequence the fol- lowing names add up to a pilgrim's progress in radio censorship through the years: Fred B. Shaw; Franklin Ford; Vic- tor M. Berger; Heywood Broun; Up- ton Sinclair; "Doctor' John R. Brink- ley; Norman Baker; Rev. Bob Shuler; Wilbur Glenn Voliva; Frank McNinch; Judge Rutherford; Boake Carter; Mae West; Orson Welles; John Shepard. 3rd; Father Charles E. Coughlin; Jean Muir; Frank Costello. Franklin Ford was an early hatrio- teer operating in New York City and attacking Catholics, Negroes, and Jews. He vent spleen aplenty on Al Smith. Criticized for not allowing those he attacked any opportunity for rebuttal on his station, Ford bluntly stated he cared not a whit for fair play. Advertising agency talent was mus- tered in the California campaign to keep Upton Sinclair out of the gover- norship. The methods used to win are not, in retrospect, admirable. The radio was liberally used to disseminate phoney "interviews" ostensibly at the WFBR FAMILY PROMOTION! PACK LOCAL AMUSEMENT PARK! ■". soY Ook M»se !■■- — ui pr omo^o* »i«] was e»— me***1 advert""1' «"e Families all over Baltimore listened to WFBR's advance promotion for WFBR "Family Day" at Gwynn Oak Park. They believed what they heard — and then acted! Family after family stormed the park! WFBR is proud of this record-breaking pro- motion— proud, too, that it is Baltimore's real "family station"— the station whole families listen to, enjoy and trust implicitly. Yes, we have the Hoopers, too — in some cases startlingly high. But more than that — we have the confidence and solid loyalty of Baltimore families! Ask any WFBR representative or John Blair man to tell you about it. B RAVIO STATION ABC BASIC NETWORK • 5000 WATTS IN BALTIMORE MD. REPRESENTED NATIONALLY BY JOHN BLAIR & COMPANY 10 SEPTEMBER 1951 65 *tate border ostensibly with incoming hoboes, panhandlers, and Jooks fami- lies, all of whom in moron lingo en- dorsed Sinclair. This was holding Sinclair down while hired actors read- ing copy writer fiction bestowed upon his brow the try-to-prove-you*re-inno- cent lipstick marks of the professional frame. Even the politicians were scared by that California performance and nothing like it was ever tried again. "Doctor"' John Richard Brinkley, who wore a goatee and kept goats, also aspired to governorship. He came within 40,000 votes of winning in Kansas, split the Republican ticket and elected a Democrat. Brinkley's first station, KFKB (Kansas First, Kansas Best ) served as platform for unortho- dox theories on old age in the male sex. When it got too hot for him in Kansas, Brinkley shifted to a high- powered Mexican station whence he continued to drum up trade for his goatgland operations at $750 per each. A contemporary of Brinkley was can- cer quack Norman Baker who operated in Iowa and ended in Federal deten- tion. Note that several of the names on the pilgrim's progress list represent religiosity. "Fighting Bob" Shuler (Los Angeles) Wilbur Glenn Voliva (Zion, 111.) and Judge Rutherford (everywhere) used radio aggressively in furtherance of their respective brands of evangelical primitivism. In the process they sowed not a little pub- lic discord. Frank McNinch may stand for the churchly view on liquor. He was Roosevelt's rabidly dry Federal Radio Commission chairman and as such he nailed down with a sledge- hammer the censorship of liquor ad- vertising on the air. British-born but anti-British was Boake "I Talk As I Please*' Carter, a Philadelphia city editor who became a sponsored radio soothsayer. In the end Carter grievously embarrassed Philco by his delight in making ene- mies. Embarrassment was also the emotional net to Chase & Sanborn. J. Walter Thompson, and NBC in the furor following Mae West's Sabbath evening burlesque of Mother Eve. Similiar discomfiture was entailed when Orson Welles, always precocious, ventured, years ahead of Captain Video, into the fantasy world of "science fiction." John Shepard, 3rd, earned his niche in the radio censorship hall of fame when he attempted to divert Yankee network stations to the promotion of pro-GOP, anti-FDR views. Shepard's challenge compelled the FCC to spell out, in "The Mayflower Decision," the doctrine of balanced scheduling. The multiplication of incidents piles up evidence that radio seemed all sorts of an opportunity to all sorts of men, some of whom had to be curbed in the public interest. Whether mostly "political." or mostly "advertising," or a little of both, the censorship in- cidents invariably raised the same basic questions of use versus abuse. Always the sponsor was reminded that he was enjoying a privilege with an /it AUNTS FINEST "e1\TERTAINEI1S /4U ON One STATION THE NATION'S LEADING DISC JOCKEYS -A- Playing the Finest of Yesterday's and Tomorrow's Music and Selling You the Merchandise and Services of the Nation's Finest Business Houses... *i¥erie t6ey one. . . 1. BILL LEYDEN 6:30-8:45 A.M. 2. JOE YOCAM 9:00-9:30 A.M. 3. MAURICE HART 10:15-12 N. 4. BILL ANSON 12 Noon-3 P.M. 5. PETER POTTER 3:00-4:30 P.M. Sundays 10:00-1:00 P.M. 6. RED ROWE 5:00 - 6:00 P.M. FOR % E*SX OSTfMlW® "'* PUu OUTSTANDING NEWS COVERAGE \7m Ace Newscaster BOB FERRIS I you up to the minute news seven daily at 8 and 8:45 A. M. and News Coverage at 10:30, 11:30 and 1:30; 2:30 and 2:45 P.M. In the Evening DAVE BAH* brings KFWB listeners the latest at 6-8:30 and 9:45 P.M. 7>(ma SPORTS FLASHES and RACE RESULTS All day long starting at 10:45 A.M. KFWB and ANGELES DAILY NEWS presents the latest spot and race results at 15 minutes past the hour and 1' before the hour. Also Complete Sports-Race Ro 6:15 P.M. Ptcu MANY FEATURES AND PUBLIC SERVICE PRO' • THE ELEANOR ROOSEVELT PROGRAM • PLATTER PALS •COMMUNITY HOUR *TH LOS ANGELES BREAKFAST CLUB • UNITED NATIONS TODAY * NEWS IS OUR BUSINESS • THE DOPE TRAFFIC • MELODY OF YOUTH • MASTERS IMMORTAL and many others. 7«***> RADIO! RADIO gives you EVERYTHING while you're doing EVERYTHING you want to do! Nationally represented by WILLIAM G. RAMBEAU CO. NEW YORK-CHICAGO-SAN FRANCISCO-HOUYWOOD SPONSOR etiquette attached to it. Sponsors were not expected to swing from the family chandeKer or throw cigar ash on the parlor carpet. It was a nice toss-up on occasion between strong-willed quacks and strong-willed local mer- chants who did their own announcing out of sheer egotism although their voices might rasp like a paring knife on plate glass. During the furor in the 1930's over late afternoon kid serials a number of sponsors cancelled off the air altogether rather than meet the honest criticisms of child welfarists. parent-teachers, consulting psychologists aimed at wild- ly lurid cliffhanger type of suspense. A thoughtful executive with employ- ment experience at both NBC and CBS believes it very likely that these two networks have turned down firm con- tracts amounting to $12,000,000 since 1936 because the prospective adver- tiser would not choose the kind of en- tertainment the networks wanted for over-all quality. (He's not so certain the same offers would be turned down today ! ) Suffice that any check-list of radio censorships would have to include these "not good enough" re- fusals about which little is ever said publicly since the facts are almost im- possible to document. In a second article, next issue, this sponsor's-eye view of censorship will turn to some of the present and pros- pective problems in television. For the moment it seems appropriate to close out this first article by recall- ing a classic remark of the former CBS general manager, Edward Klauber. "Bad radio," Klauber repeatedly lec- tured sponsors, "is never good adver- tising." That may still be the best comment ever made on the subject of program censorship. * * * BANKS ON AIR [Continued from page 33) tising director, Republic National Bank, Dallas, suggests, "one-shot adver- tising in most cases, is money thrown away." An ad manager may schedule 13 weeks of air advertising, then ner- vously evacuate it for another medium. He doesn't realize that building confi- dence and good-will is a long-range job. (2) Stuffy copy. Because some ad managers are overly conditioned by the rather aseptic marble interiors of their institutions, chilling rows of sta- in Lynchburg, local programming PAYS OFF (IN ORANGES TOO) o..^-""' Inc. ...«■•"•*■"■' j„re Compaq „r Produce ^ Conner f^jt„„s„..-"' a Vteaeiables Resale ft* «* ^ . Hon *0I) Badio Station ■alrgin1 Dear J«*« . c^" B.re-s **»** t year: did f°r d tailor--" 3ln6l6S oIf el,e*ete, v. *«*-*"*"• ^estnantW K1tW»8n » oranges es (2,V0O,000) W>» oranges prevlous year. " „ McCra« Ray "• president CI***/ AND . . . among others, we also have renewals for local programs which paid off in refrig- erators, used cars, beer and ale, tire recaps, patent medicines and model airplanes. WWOD Lynchburg, Va. Walker Co., Rep. In Lynchburg, local programming PAYS OFF 10 SEPTEMBER 1951 67 AND GET THE RIGHT ANSWER FROM BMB FIGURES The primary purpose of BMB statistics is to provide a basis for an accurate measurement of physical coverage among radio stations. When these figures are evaluated by a method that lets the element of program popularity creep in, the result can be as inaccurate and confusing as if you were to add cats and dogs together— in an effort to determine how many cats, and how many dogs, you had. You are very likely to come up with figures that are unfair to many radio stations. We have developed a method of evaluation that prevents such errors when dealing with BMB figures. It's sound, simple, easily applied. May we tell you more about it? & Xj^rcCcbrrv £fiHi*u7 'yftC. RADIO STATION REPRESENTATIVE 22 EAST 40lh STREET ' NEW YORK 16, N. Y. NEW YORK • ST. IOU1S CHICAGO • IOS ANGELES • SAN FRANCISCO tistics, and a technical business college vocabulary, they think radio copy should be equally ponderous. The re- sult is what one account executive de- scribes as "tombstone advertising." Of course radio listeners ignore the bank's message; it's as palatable as a bank's monthly financial statement. 1 3 1 Lacklustre programing. Banks, almost of necessity, must be conservative. But their ad managers make a grave error if the\ think they can win the public ear by sponsoring starchy programs. The bank's pro- gram, after all. must compete with other shows designed to woo popular appeal. This doesn't mean a bank should sponsor a frivolous or blood- and-thunder program: there are plen- ty of shows that will combine decorum with entertainment. But obviously a program will fall flat on its fanny be- fore the public if, as in one case report- ed to sponsor, the show was so dull that even the bank ad manager didn't take time out to listen to it. (4) Inexperienced advisors. Handling bank advertising often re- quires specialized knowledge — an un- derstanding of government hank regu- lations, a grasp of interest and check- ing technicalities, and, above all. an awareness of what is mathematically accurate and what exaggeration. Fre- quently, a bank ad manager will use the services of an advertising agency inexperienced in such matters. Conse- quently, the agency may botch up the bank's reputation 1>\ making erroneous statements on the air; or. worse still, stick to fuzzy institutional ads. rather than try to simplify and enhance the banks services to the public. While this list of sins sounds rather imposing, it shouldn't be misconstrued as applying to all bank advertising managers and their ad agenc\ advisors. A vast number are doing a top-notch job and. what's more, have been mak- ing an extremely profitable use of air advertising. To help bankers in a quandary about radio, sponsor out- lines below the experiences <>! some banks who've successfully reaped a bo- nanza from the air. An outstanding leader in the intelli- gent use of air advertising i> the Man- ufacturers Trust Company, America's fifth largest bank, with L09 bank in. in. hes in ( in'.ih'i New ^ oik. I hi- sponsor has continued to increase its use of air advertising (via Pearson Ad- vertising \gency, Inc., New York) evei since it started with Hob Smith on WNBC on April 14. 1947. It now spends an estimated $100,000 annualh for this radio battery : Daytime participations on platter- spinner John Gambling's Rambling with Gambling on WOR; three times weekly participation on the hausfrau Margaret Arlen Show, WCBS, 8:30 to 9:15 a.m.; 10 minutes twice a week of the Bob and Ray Program, 8:05 to 8:15 a.m.. WNBC; twice weekly par- ticipation on the WJZ disk jockey show, Herb Sheldon, 7:15 to 7:45 a.m.; three times weekly one-minute announcements after 6:00 p.m. on WQXR. Recently, it also has been ex- perimenting (via McCann-Erickson) with 20-second filmed announcements on WCBS-TV. WABD. and WNBT. In planning their air advertising campaign. Manufacturer Trust's effi- cient advertising staff personnel have made several smart moves. First of Pioneer Savings and Loan increased its deposits from $400,000 to $1,400,000 in six months in Los Angeles and to $13,000,000 in less than three years' time. It says the greatest share of the credit goes to THE HOUSEWIVES' PROTECTIVE LEAGUE Most sales-effective participating program ...anywhere! 68 SPONSOR all, the> employ the services of an account executive, Charles H. Pearson, with more than 15 years of experience in handling bank accounts, like the Federal Savings and Loan Association of New York. A knowing adman who began by handling bank advertising in the Twin Cities, Pearson has a keen perception of the intricacies and psy- chology of selling financial services. Secondly, the sponsor employs sound logic in slotting its air advertising. By spreading its messages over several shows, Manufacturers Trust has the law of averages on its side in its at- tempt to reach the greatest variety of listeners. Its commercials now reach about 2,000,000 persons weekly in Greater New York, at a cost of 38^ per 1.000. What's more, as Pearson points out : "The use of morning time to do the brunt of the sales job is logical for a bank. Even more than a retail store, the bank looks for customers during the usual business hours; and morning broadcasts bring the call for action — the message — in closest proximity to the time for action. Early morning ra- dio that tells the husband and wife, the young man and woman office em- ployee, how they may meet the money problem, is a natural. Chances are they'll act upon the advice the same day they hear about it on radio.' Thirdly, unlike some other banks. Manufacturers Trust encourages in- formality in the delivery of its com- mercials. The d.j. or m.c. is urged to sell the copy to listeners instead of reading it to them. Friendliness is the keynote. Indeed, the commentator is even urged to ad lib the commercial, as long as he doesn't deviate from the facts. Thus the commercial sounds as though it were delivered, with genuine personality, by a house-to-house sales- man; not by a cold fish statistician. Finally, the commercial copy, writ- ten by Pearson himself, president of the agency, contains hard nuts-and-bolts '"sell," rafher than airy institutional verbiage. As one Manufacturer's exec- utive says, "The average Joe listen- ing isn't interested in hearing a lot of pedantry about the age and dignity of the bank, its history, and the grave burden it shoulders. What he wants to know is. 'What can this bank give me? Can I get a loan from it. even though I'm not a big businessman? Why should I start a checking account there?' No appeal is stronger than selfish self-interest." NORTH— "Now we know how good BOSTON BLACKIE really is. His 16.5 rating in Min- neapolis far higher than we thought we had any right to ex- Pect." Says: Tidewater Oil Co. EAST— BOSTON BLACKIE, consistently good." In New York City, the highest rated show — all times, all days! Says: R & H Brewing Company SOUTH— 'BOSTON BLACKIE has the most loyal lis- tening audience of any show we've ever had on the air and is Lake Charles' most outstand- ing mystery program." Says: Station KLOU, Lake Charles, La. WEST —BOSTON BLACK- lE's 19.1 rating the highest rated show ever on Sunday afternoon in Kansas City." Says. Rogers and Smith Agency For Long-Hall Laundry And you'll praise him too! Your client will be quick to acclaim the tremendous sales results chalked up for him by BOSTON BLACKIE — radio's greatest point- per-dollar buy! For details, write, wire or phone This strateg) is reflected in the mes- sages, which sell such servi es as per- sonal loans, special checking, safe de- posit boxes, auto loans. The commu- nit) neighborliness of the hank is pointed up by inclusion of the phrase, "You'll find a Manufacturers Trust Compan) office just around the corner, wherever vou live in Greater New York." This strategy seems to have paid off well in high listenership. Once, when Manufacturers Trust offered a baseball schedule over four New York stations, it was bombarded with over 20,000 re- quests. Although Manufacturers Trust be- lieves in unbending in friendly fashion before the public, it still doesn't believe in going overboard. The sponsor, for example, doesn't believe in the use of jingles for a bank. "While the Ameri- can temperament is such that we like informality to the point where we pre- fer wearing dungarees to a dinner jacket," it says, "we still expect a cer- tain amount of dignity from people who handle our money. A lot of peo- CITY SEEKS SOLUTION TO TRAFFIC CONGESTION -£"Jf> ass Roads, Overpass, Limited Parking »« To City's Big Problem mnt ins [^^merican Has Busiest Month on Record in Alaska „ Pin American D. E. McMorran. Pan gales World Airways traiuc &n_ *ead f°r 25 ma June was thj I „ounce today that v _ „j busiest month jus co .^ ~ recorded in 19vea a 'the T' " z& ense traffic on Fifth Jng peak hour- rhorage Day after day headlines in Anchorage and Fairbanks herald the events that continue to make Alaska the nation's No. I busy spot ... a booming, rich new market for your products! Most potent sales force in this vital new market is the powerful KFAR-KENI combination. No other medium can match it for coverage and economy — and most important of all — results! Ask our Adam Young representative for proof and market facts! Affiliates: NBC • ABC Mutual Don Lee MIDNIGHT SUN BROADCASTING CO. KFAR, FAIRBANKS 10,000 Watts, 660 KC (Sold jeparatoly- KENI, ANCHORAGE 5,000 Watts. 550 KC in Combination at 20% Discount) GILBEBT A. WELLINGTON. Natl Adv. Mgr. •22 White Bldg.. Seattle ADAM J. YOUNG. Jr.. Inc.. last. Hep. New York • Chicago pie might consider singing commer- cials too flippant for a bank. It might take away from the respect they hold for the institution." While this philosophy might hold true for a commercial bank, many sav- ings banks contend jingles are fine salesmen for their particular audience. A good example is Union Dime Sav- ings Bank, which had been using a 15- minute news program on WOR since May, 1949. Recently, though (via Ce- cil & Presbrey), it has been experi- menting with jingles contained in one- minute announcements on Rayburn & Finch, WNEW, and on WMCA. Its cute calypso jingle is written by Irma Kriger, secretary to Phil Thompson, radio/TV copy chief at Cecil & Pres- brey. The agency was so pleased with Miss Kriger's musical effort that it paid her a bonus and elevated her to the po- sition of assistant copy writer. It goes this way: "Does money in your pocket burn a hole right through? Then Union Dime has a message for you; If you save a little money out of every pay, You'll have a lot for a future day. Your money's earning interest, and it's handy anytime In a savings account at Union Dime." This is followed by an offer of Union Dime's free city subway map. ("Not only will it show you how easy it is to get to Union Dime, but it's a handy map to have at any time.") Says Miss Kriger: "Our announce- ments have been on the air for only a short time. But response to the sub- way map offer shows they're pulling." A devout believer in news and an- nouncements is the National Shawtnut Bank of Boston. John J. Barry, the hank's vice president in charge of ad- vertising, works with John Hamm, ac- count executive at the Biow Company, New York, to cover Boston in radio and TV. The Shawmut, with its 29 branches, has been sponsoring news- casts on WEEI, WORL, WHDH. sta- tion breaks on WEEI, WNAC. A high- light of its programing is the five times weekly, 15-minutes nightly Shawmut Nightly Neivsletter, featuring C. T. Scanlon. cit\ editor of the Boston American, on WBZ-TV. The format of the show was outlined by Barry to sponsor this way: "Five minutes of live news by Scan- lon: eight and one-half minutes of film, 70 SPONSOR using Telenews as the basic film, with some local shots added or substituted; the Goodman Weather Puppets with the weather forecast; the usual com- mercial; Scanlon returns at the end of the show for one minute of live bul- letins. The setting of the live portion of the show is a replica of a manager's office in a Shawmut Bank." Barry adds: "Beginning September, we also will sponsor March of Time's Crusade in the Pacific Sunday nights on WBZ-TV. It will be under the over- all caption. Shawmut Home Theatre, which has been on TV since the open- ing of the first station in Boston in June, 1948," By continuously hammer- ing home the air message, "When you think of banking, think of Shawmut," the bank believes it has built up its trade from the man on the street. Manv banks have found an astute way of gaining prestige economically by co-op sponsorship of network news commentators. As Sally Raynor, as- sistant co-op director at Mutual Net- work, says, "An increasing number of local banks have found co-op sponsor- ship a gold mine." Mutual's wonder boy, Fulton Lewis, for example, now boasts 101 bank sponsors — eight more than last year. They range from the Colorado Savings & Trust Company, through KOKO, La- junta. Colo., to the National Bank of Topeka. through KTOP, Topeka. Kans. Other Mutual commentators who get a high bank sponsorship: Cedric Foster, sponsored by banks like Denver Na- tional Bank, through KFEL. Denver, Colo.; Cecil Brown, Citizens, Farmers & Merchants Bank, through WLBJ, Brewton, Ala.; Bill Cunningham, Citi- zens National Bank, through WMOX, Meridian. Miss.; Robert F. Hurleigh, Peoples National Bank, through KANE, New Iberia, La. ABC has found that a great many banks get excellent returns through co- op sponsorship of informative-current event programs. For instance, 13 banks co-sponsor America's Town Meeting of the Air; some 15 co-sponsor Head- line Edition, the show of "news and the famous people who made it"; and 1(> co-sponsor Edward Arnold's Mr. President. Still another air outlet for banks who wish to get out of their ossified ivory towers is the use of sparkling program service shows, obtained through local stations. The World Program Service reports that a total of 217 banks are now employing its features. For those ^ sS^ To a Time-Buyer Up to His Ears in Statistics # i<8> **' y^^^Wc,^ >f thf keystone stall' . . . Harrisburg, Pa. EERLESS FILM TREATMENT DFFDI PCC FILM processing rtLnLLOO CORPORATION 165 West 46th Street • New York 19, N. Y. 959 Seward Street • Hollywood 38. Calif. who like homespun philosophy, there is Walter Hustons Forward America, sponsored by institutions like the Fed- eral Savings & Loan, through KOL, Seattle; and Robert Montgomery's Freedom Is Our Business, used by First National, through KWBE, Bea- trice, Neb. And for those who prefer popular music, there is Steamboat Jam- boree, with Lanny Ross, used b\ banks like Bank & Trust, through KBTH, Du- buque, la.; and the Dick Haymes Show, used by City National Bank & Trust, through KTOK, Oklahoma City. To gain community standing, many banks have been buying educational shows with a human interest slant from the syndicated program services. To take but one example, Harry S. Good- man Radio Productions, which has over 100 bank clients, has had good re- sults with P oices of Yesterday. This quarter-hour syndicated show features the voices of Americana personalities like P. T. Barnuin. Florence Nightin- gale. William Jennings Bryan, and presidents dating back to Grover Cleve- land. Institutions on the order of the First Federal Savings & Loan of Beau- mont. Texas, and Liberty National & Trust Bank. Savannah, Ga.. direct it to children. When the series is over, the banks buy the transcriptions from Goodman at cost price: then present them to local school supervisors. When the series is played back in classrooms. the youngsters are urged to learn the distinctive voices and messages of the oldtime celebrities. The notion that catering to the chil- dren in the community is good busi- ness for banks is gradually catching on. One bank that realizes the value of currying the favor of future de- positors is Troy Savings Bank of Troy, N. Y. Heretofore, it had been using newspaper advertising mostly. But be- ginning tliis year I via Doremus & Com- pany, New York) it started broadcast- ing an offer to children: dime banks at a cost price of $1.25 apiece. It got 375 requests, cash enclosed. In its com- mercials, it now sells specific services, like banking by mail. Christmas and Vacation Club savings, and bank life insurance on a WTRY news show. While over 50 banks have already extended their radio advertising by ex- perimenting in T\ . main other banks are somewhat reluctant to try the new medium. The chief drawbacks, as out- lined by .John B. Mack, Jr.. deputy manager of the American Bankers As- sociation, are three: I 1 ) cost; (2) pro- 12 SPONSOR graining; (3) availability. "The quali- ties that make a good hanker are not the same as those that make a good showman, nor for that matter, a sales- man," he warns. And an account exec- utive appends: "The voice of radio can sell a bank's services; but I don't see how displaying greenbacks visually in a bank teller's cage can sell any- thing." However, by employing the same adroit showmanship for TV that they have on radio, several banks are ex- ploiting video's virtues profitably. An outstanding example is Gerard Trust Corn Exchange Bank of Philadelphia, which has been sponsoring the half- hoHr night variety show, featuring Rov Neal. Open House on WPTZ-TV since 1948. The commercial (via Aitken- Kynett Advertising Agency, Philadel- phia) might show a young couple wor- rying about paying their bills over the breakfast table. The next scene shows them at the Gerard Bank being offered courtiy and helpful advice. in summary, it seems clear that air advertising can be a profitable invest- ment for America's banks — if they learn how to use it. The best sugges- tion sponsor heard was that banks grown sour about broadcast advertis- ing should first of all make sure that their ad employees have an understand- ing of the medium. If their knowledge seems limited, then seminars should be conducted for both the bank ad man- ager and his ad agency advisors. No banker would stand for sloppy book- keeping in his business; neither should he bear misuse and laxity in his ad- vertising department. • * • RADIO COMMERCIALS (Continued from page 4i! I had to be via long distance phone while the regular run of business was being carried on, hence my comment about the phone in Hollywood where Crider and I happened to be, near the close of these negotiations. I got very little sleep. I might add. Let's take point two — a little item known as money. Some people ask the price of a show and nod. Others ask for a breakdown to see where it is be- ing spent. And a small few can look at what is offered and are quickly able to tell how much "pie" the packager is planning for himself — or if his price is too heavy on music — or if two stars can be traded for one. etc. In other Ready-Made TV Audience in a PROFITABLE MARKET COLUMBUS, OHIO Channel 10 There's no question about WBNS-TV Complete coverage of the central Ohio market SABINA— 52 miles from Columbus -"We get WBNS-TV quite well here."* KENTON-59 miles from Columbus -"The best is WBNS-TV - picture good— signal strong."* WILMINGTON-58 miles from Co- lumbus- We get WBNS-TV the best of the Columbus Stations."* NEW LEXINGTON-49 miles from Co- lumbus—"WBNS-TV is coming in very good— the best of the Colum- bus Stations."* The consumer data is here, and it shows you why central Ohio Is such a rich and responsive market for you. There's no question about where to put your TV sales message in central Ohio for full coverage all around. Just check the Pulse ratings and you will see the popularity of WBNS-TV pro- grams in this fastest growing TV market. Read the "WBNS-TV Coverage Story" and learn about the bonus coverage you get. Yes, top local and CBS stars assure you of a profitable and ready-made audience in the rich 24 county central Ohio area when you schedule WBNS-TV. ♦From "WBNS-TV Coverage Story" To get your copy, phone Blair TV or write direct. WBNS-TV CBS-TV Network— Affiliated with Columbus Dispatch and WBNS-AM— Sales Office: 33 North High Street 10 SEPTEMBER 1951 73 words, a suiaii agenc) man can often save a client enough mone) before the show is signed to justify the commis- sion for the next "i2 weeks. \\ hich brings me to point three — what an agenc) does (or should do!) during the ensuing weeks of broadcast. \\ hilc it s nice to sit home behind a drink and tell your friends that what they're hearing is "your" show, it's far more important to he in on every step of the planning of that show. This doesn't mean sending a small hoy up to sit in on stor\ conferences, rehears- als, and the like. Its been my experience that the in- telligent efforts necessary to keep a suc- cessful package successful are second only to those needed to build the pro- gram from scratch. And by enlisting the services of talented outsiders (the packagers) an agency broadens its fa- cilities and makes available to its ad- vertisers a whole new field of abilities of inestimable value which it could never afford to keep on staff. I've messed around with packages that range from music festivals to situation comedies and the influence which I've seen agency-people exert has usually I ***«* & ^ 1$ bb**lxO 6° v§F To serve you better, The Goodwill Stations . . .WJR Detroit, WGAR Cleveland and KMPC Los Angeles . . . have opened an Eastern Office with Gordon Gray, vice president, in charge. We welcome the opportunity to be of greater service to our advertisers. Mr. Gordon Gray, vice president NATIONAL REPRESENTATIVES: Continuing to represent WJR Detroit and WGAR Cleveland... Edward Petry & Company; KMPC Los Angeles . . . H. R. Representatives, Inc. THE GOODWILL STATIONS FREE SPEECH Mj) MIKE WJR WGAR KMPC DETROIT CLEVELAND LOS ANGELES resulted not only in mutual respect but in the more important factor: a vital- ly improved program. For a fourth point, let me toss this in : the amount of adroit research and hep time-buying which can be brought to bear on any package is boundless; those items alone can "make" the show and few packagers know the first thing about either. So I do hope that some wee small voices will be raised in the future when the un-knowing bring up the unwar- ranted : What does an agency do to earn its keep on a package? All that's needed may be a change of agenc\ . • • • MARS AHEAD [Continued from page 37) years of the 1940"s. With the possible exception of Superman, none of these shows was ever anything like a nation- wide craze. They never bounded into the top brackets because the public taste just wasn't there in large enough quantities. As a perfect example of this, take the case of the famous Orson Welles Mercury Theatre broadcast of H. G. Wells' -War of the Worlds" on the night of 30 October, 1938. Routine by current (or even then) STF standards, the alarming thought that a real invasion of Martians was actually taking place in New Jersey literally scared an estimated 1,000.000 CBS radio listeners right out of their skins. Letters, wires, phone calls, edi- torials were heaped on CBS's luckless head. The public at large had been hit with something with which it was unfamiliar. Because of an imaginative script, it had reacted en masse with panic, rather than boredom. By contrast. Dimension \. NBC's literate radio STF series, last year made a tie-up with Destination Moon, and cooked up a feature stunt to go with il. Borrowing space-suit costumes from the movies, a couple of TV ac- tors, faces and hands painted green, went up to suburban I.archmont, N. Y. While feature writer Dick Kleiner recorded the public's reaction, the two paraded around town as Men from Mars. NBC had had a few anxious moments, thinking hack to the Welles episode and expecting that two of its thespians would be lynched. Instead, people smiled indulgently, and cops gaily waved traffic to one side. One youngster, reared iti an age of Captain 74 SPONSOR Video and comic, books, stared sus- piciously at one of the pseudo Mar- tians and muttered: "What's he ad- vertising?" With this youngster's remark there died the era of public misunderstand- ing and lack of acceptance of science fiction. Instead of creating mass panic, the scheduled appearances of Tom Cor- belt, Space Cadet at department stores this fall will probably be one of the greatest public drawing cards since Valentino's funeral. Today, there are about an even doz- en STF shows on radio and TV, about 75' < of them sponsored by advertisers ranging from cereal-making General Mills to the watchband-and-jewelry firm of Jacques Kreisler. Some of them — like Captain Video, Space Ca- det, Space Patrol and the old film se- rials— go in for futuristic stories pri- marily, involving rocketship travel, space pirates, atomic energy, vest- pocket TV sets, and the like. By and large, these shows are cashing in quick- ly on the juvenile interest in action STF yarns, but are being careful to keep plots believable as projections of known scientific principles. Those aimed at the younger viewers started out, for the most part, in re- rent seasons as nothing more or less than Westerns with rocketships. In fact, Post's Captain Video on DuMont even uses Westerns as part of the daily 30-minute show, to hop it up and to cut costs, passing the film cowboys off as Captain Video's "agents." However, with the younger generation avidly learning the vocabulary of science and alert to errors, these shows have been taking a slightly different tack. Today, the emphasis has shifted more to a "popular science" aspect, which de- lights educators and affords marvelous promotional possibilities. Also the demonstration of certain basic moral lessons on these shows delights parents. Reports DuMont regarding Captain Video: "Lately, the scripts have men- aces who eventually see the light, and adversaries who are not unscrupulous at all. There is a trend now toward dealing broadly with social problems (i.e., racial tolerance, world peace, etc.), and giving advice to those who would gain by going against the com- mon good." Kellogg's Tom Corbett, Space Cadet, which has proved so suc- cessful that it is being franchised for merchandise use and for a comic strip, has pioneered with this approach. "Space Cadet is a logical and scientific 10 SEPTEMBER 1951 Markets Grow Fast, too Norfolk Metropolitan Sales Area Population Increases 60% Since 1940 When you consider your markets for fall advertising, the Norfolk, Portsmouth, Newport News Metropolitan Sales Area is a must for any list. WTAR, WTAR-TV, or both will bring your message to every home in the area. Population is up 60% since 1940*, making this the fastest grow- ing market in the top 30 of the U. S. In fact, it is now 29th in the Nation in population. In Norfolk-Portsmouth total retail sales are up 8.2%, food sales up 4.5%, furniture, household, radio sales up 19.2%, automotive sales up 44.2%. In Newport News, total sales are up 14.1%, food sales up 5.5%, furniture, household, radio sales up 20.0%, automotive sales up 66.1%.** Check any Hooper and you'll see that WTAR is the preferred station in Norfolk, Portsmouth, and Newport News. In fact, WTAR delivers more listeners per dollar than any other station or combina- tion. Ask your Petry man for availabilities to cash in on this growing market. NBC Affiliate 5,000 watts Day & Night Nationally Represented by EDWARD PETRY & CO., Inc. ♦"The 162 Cream Markets"— J. Walter Thomp- son, Co. **Sales Management, September I, 195! 75 B usiness is great, thank you, at . . . RADIO WOW WOW is embarking on one of the heaviest commercial schedules in its 28 years in business — BUT — WOW is like a great hotel — room can al- ways be found for a good client who has a selling job to be done in WOW-Land. WOW can always add a cot (with a fine inner- spring mattress, too!) in the bridal suite. Why the great rush of clients to WOW, when other stations are scrapping for business? Because WOW has 100,000 more listening families every day and every night than its nearest compet- itor. Because WOW delivers this audience at a lower cost per thousand. WOW Insurance Bldg., Omaha Telephone WEbster 3400 Frank P. Fogarty, Gen'l. Mgr. Lyle DeMoss, Ass't. Gen'l. Mgr. or ANY JOHN BLAIR OFFICE projection of what life would be like in the year 2351. It lacks the improbabil- ity of the radio cycle of science fiction shows in the 1930's," a Kenyon & Eck- hardt official told sponsor. "Besides, no one ever gets killed on Space Cadet. We consciously avoid any blood-and- thunder aspects in favor of sugar-coat- ed education." The educational value of the STF shows aimed at the younger generation is of prime importance. SPONSOR feels safe in predicting that this element, plus the visual value of TV, is going to make the juvenile STF shows more popular and more productive of sales in the next few years than their early radio counterparts. In a slightly differ- ent way, this is also likely to be true of video STF shows aimed at adults. The pioneer effort in the adult-level STF show is Tales oj Tomorrow, which *>*I believe it was C. F. Kettering who once said, 'When you lock the labora- tory d»or, you lock out a great deal more than you keep in.-1 Even from a strictly selfish viewpoint, the fact is thai the prize for research will go to the company or individual who gets to the public with the most practical and best- merchandised product, rather than to the producer who has kept his abstract idea so carefully guarded that he hasn't even come to the point of marketing it." ALBERT R. FLEISCHMAN General Sales Manager Standard liramlt *••••••• the Jacques Kreisler Manufacturing Co. is sponsoring on ABC-TV through Hir- shon-Carfield. This show, aired ever) - other-week for Kreisler. accounts for some three-fourths of Kreisler's $1.- 000,000-plus ad budget. Early critical success and dealer acclaim leads Kreis- ler to believe thai it will be a sales success for the firm's watchbands and jewelry as well. According to ex-agency man George Foley, who is co-producer with Dick Gordon of Tales of Tomorrow, the adult STF show cannol hope to be a success 1>\ confining itself to futuristic whoopdedoo and gadgetry. "We use characters and situations that arc be- lievable, against a framework of sci- ence fiction," Fole\ told sponsor. "The emphasis is on g I story \ allies, mel- odrama and suspense — not on scaring the audience with Venusians who have two heads. The scientific aspects, of course, must be logical. Human emo- tions and motivations must be the -,ime. even thousands of veais in the I future, or the audience won't buy it. ? We may run wild in getting futuristic r sets and costumes, but they are just a background for real adult dramatic situations." Foley and Gordon, incidentally, are making some big plans to become the ranking STF producers in radio and TV. Both feel that it is the coming thing, and have already packaged an- other STF show around the idea of an interplanetary agent who is a sort of jet-propelled Sam Spade. Other radio- TV packagers and video film produc- ers are making plans to get into the science fiction act. There are several existing TV and radio shows, primarily aimed at adults, who have been using occasional or fre- quent scripts with a strong or outright STF flavor. Admiral's Lights Out on NBC-TV has been airing STF scripts on a one-in-four average, using sto- ries like Martian Eyes (visitors from Bob Hill Company got 8,885 orders within 6 weeks and found 'reorders far exceeded our other programs" when it offered plastic bag sets ($1.00 each) to the Minneapolis radio listeners who were reached by THE HOUSEWIVES' PROTECTIVE LEAGUE Most sales-effective participating program ...anywhere I 16 SPONSOR space). The Crushed Rose (civilization vs. robots), and Follow Me (loneliness of immortal life I . P&G's Fireside The- atre has filmed an occasional story like Shirley Jackson's famous yarn about life in the U. S. following an atomic war, The Lottery. Other shows, like Mutual's Mysterious Traveler and Mur- der by Experts, CBS's Escape, and General Mills' Armstrong of the S.B.I. on ABC radio often use stories with a strong STF slant. Because of its abilit) to fire the imagination of adult audiences with colorful words, music and sound ef- fects, radio has enjoyed its own boom in adult STF shows. Radio shows like NBC's Dimesion X and Mutual's 2,000- Flits make no attempt to compete with the visual appeal of TV shows like Space Cadet and Tales of Tomorrow. Instead, they use radio's freedom to use as many "sets" as the writer wishes, letting the listener picture the whole thing for himself. As a matter of fact, most producers of this type of show prefer to under-write rather than over-write their descriptions. Each lis- tener can then imagine the settings and characters as he pleases. Many radio men have told sponsor that they feel that STF radio drama for adults — which can be done on pro- gram budgets ranging from $1,250 a week to $3.000 — is one of radio's great hopes for the future. It operates in the realm of true imagination (if done well I , where it is outside the competi- tion of television and films. SPONSOR asked many clients, produc- ers, agencymen and writers to make a few futuristic predictions of their own regarding STF on the air. Responses were enthusiastic and optimistic. The consensus: Action-packed STF stories aimed at the juvenile audience will enjoy increasing popularity in TV. but are not likely to be a widespread success in radio. Adult science fiction yarns will have a less dramatic but steady upbeat in TV, and the "think piece" type of STF shows will find an important niche in radio. Juvenile shows will be among the greatest pro- ducers of premium successes in broad- casting's history; adult STF shows will have strong promotional angles. sponsor feels that broadcast adver- tisers generally will do well to pay careful attention to the STF trend. In fact, amid the roar of rocketships and the cheerful ringing of cash registers, it will be hard to ignore. • * * 10 SEPTEMBER 1951 ONLY ONE STATION COVERS The SEVENTEENTH STATE* • 22 cities • 428 towns a compact market of 54 counties in Eastern New York and Western New England whose population exceeds that of 32 states • 54 counties • 2,980,100 citizens • 840,040 radio families • only NBC station • more people than 32 states • more goods purchased than 34 states • more spendable income than 36 states W ji Y the CAPITAL of the 17th state A GENERAL ELECTRIC STATION REPRESENTED NATIONALLY BY NBC SPOT SALES 77 BRIEFLY {Continued from page 50) tar) letters from viewers in fringe areas in Indiana (Evansville. 102 miles awa) I : Tennessee (Elgin. 141 miles a\\a\ i and Kentucky (Columbus, 212 miles distant). * * * WLAN, ABC affiliate in Lancaster celebrated its fifth anniversary receat- l\ b) providing a gala junket for N. Y. advertising agency tiinelmvers and trade press representatives. Celeb ra- Timebuyers, guests, return from WLAN fete tion included refreshments, golf, swim- ming, and a steak luncheon at the Lan- 18 of the 20 top-rated programs are on CBS • • • and in Buffalo CBS is WGR &rtKidcaA&ng Corfwratiwi RAND BUILDING, BUFFALO 3, N. Y. National Representatives: Free & Peters, Inc. leo J. ("Fitz") Fitzpalrick I. R. ("Ike") lounsberry caster Country Club. Trip was headed by Robert S. Keller, of Robert S. Kel- ler, Inc., WLAN sales promotion rep- resentative. * -::• * WWRL in New York is celebrating its 25th anniversary. The reason for its longevity and commercial success: a policy of "bulls-eye" specialized pro- Original studio: WWRL celebrates 25th year graining featuring broadcasts in 13 foreign languages and one third of its daily 17 hour schedule devoted to the Negro market. The Woodside, Queens, station still airs its programs from l;he original site of the station's first broad- cast. * * * U. S. Steel recently featured the "home town boy who made good" when they broadcast from Donora, Pa. Their NBC Summer Symphony guest, Stan Musial. the National League's leading hitter and all-time St. Louis Steel's Hicks and Hevesi; Musial form star trio Cardinal great. Musial's birthplace, Donora, is one of the country's most important steel producing towns. U. S. Steel's The Theatre Guild on the Air moved into its seventh year on 9 Sep- tember with its initial winter offering, "The Heiress. RIGHT the first time! TV film spots by TELEFILM Inc. Hollywood (28) Calif, since 1 938 •8 SPONSOR FILM COMMERCIALS ( Continued from page 39 ) "The agency could have avoided this hassle if they had made clear what size product box to use. Agencies are of- ten lax about a simple detail like this. They take it for granted that we'll know — and we don't unless they tell us." As an example of what must be "ironed out'' when an agency hasn't yet learned the fundamentals of film making, Rothenberg cites one script that came in for a leading petroleum advertiser. "In one place." said Rothenberg, "it called for this: Dolly in from a long shot of the gas station to a close-up of the emblem on the attendant's cap. I'm not kidding. The agency actually ex- pected us to be able to shoot it — and they'd promised it to their client!" "First of all, thev didn't realize the difficulties of doing a dolly shot in an exterior. You have to go bouncing with the camera over curves and up hills and gravel driveways to make a shot like that, and unless you build an expensive wooden track for the cam- era, it won't be smooth. Above all, they didn't realize that the footage length of that shot would be more than the 90 feet they had for their entire TV commercial," Rothenberg contin- ued. "Even if this shot could have been done for this particular client, it would have cost him $500 just to set it up." "We finally had to show them," stated Rothenberg, "how we could start that dolly, put a dissolve in the middle of it to a close shot of the at- tendant, then finish our dolly up to the emblem. We got the same visual effect in a few seconds as if we had dollied from the long shot right up to the at- tendant. Total cost was about $100. Even so, the agency still had to explain to the client why they couldn't give him what had sounded like a wonder- ful shot." Agencies and clients will do well. Rothenberg believes, to go to a film producer with TV film commercial plans well in advance if the films are to be an extension of existing cam- paigns in (Other media. "I've had a number of scripts re- cently." said Rothenberg, "which start out the same way — with a shot of a newspaper ad, over a guy's shoulder. Then he says — T guess you've all seen this ad in your metropolitan newspa- The MIGHTY MONTGOMERY MARKET 95TH MARKET IN THE U.S. • Mighty Montgomery is the hub of .one of the nation's top agri- cultural and indus- trial markets. « GIANT AIRF0RCE MILITARY BASE • Mighty Montgomery home of Maxwell Field, one of the. largest Air Force cen- ters in the entire na- tion. OVER 600,000 IN TRADING AREA • Mighty Montgomery dominates the rich surrounding trade area of 1 1 progres- sive and expanding counties. $134,000,000 CITY RETAIL SALES • Mighty Montgomery had 1950 city retail sales alone that were $5,000,000 above those of the previous year. CAPITOL OF ALABAMA • Mighty Montgomery is a focal point of in- dustrial development both in Alabama and in the new South. Write, Wire or Phone for Availabilities! MUTUAL WJJJ Represented by Weed & Co. ABC WAPX Represented by The Walker Co. MONTGOMERY NETWORK NBC WSFA Represented by Headley-Reed Co. STATIONS ASSOCIATION CBS wcov Represented by The Taylor Co. 10 SEPTEMBER 1951 79 NORTH CAROLINA IS North Carolina Rates More Firsts In Sales Management Survey Than Any Other Southern State. More North Carolinians Listen to WPTF Than to Any Other Station. & NORTH CAROLINA'S No.l SALESMAN IS... NBC 50,000 WATTS 680 kc. AFFILIATE for RALEIGH -DURHAM and Eastern North Carolina National Rep. FREE & PETERS, Inc. ABC 5000 WATTS WEED & CO. NATIONAL REPRESENTATIVES pers' — and then he immediately goes on to say exactly the copy that is in the ad. This may seem ludicrous, but I've had two beer accounts at Trans- film within the last two months that made series exactly like that. One made six, and one made eight commer- cials. The agencies are going to be kind of embarrassed when they're on the air at the same time. We tried to save them that embarrassment, but they'd already sold the idea complete- ly to their clients, and were afraid to change." Working in TV films with the same kind of copy and approach that is used in space media, or even in radio, leads to other problems for the TV film di- rector. Says Rothenberg: "Even very fine actors find it difficult to read lines full of phrases that do not naturallv lead into others, with no progression or motivation.'' Since the director in a TV film gen- erally has the responsibility of casting, having had years of experience at pick- ing the right sort of person for a role, the director should also have the right to make sure that the actor's lines have dramatic continuity, Rothenberg feels. Otherwise, it isn't his fault or the ac- tor's if the results are poor. Rothenberg told the agencymen about an excellent young Broadway actress, who had turned in a neat job of portraying a young mother in a Transfilm short for the American Can- cer Society. She had been forced to learn a lot of difficult, emotional dia- logue in a hurry — and had done it eas- ily. Then, a week or so later, Trans- film had to do a commercial for a de- tergent firm. Rothenberg immediately thought of the young actress as ideal for the part of a housewife. He called her in, gave her the part, and sent her home to study. When shooting began, Rothenberg could see that the part and dialogue weren't going to play. Twenty-five "takes" later, Rothenberg was sure of it. and the girl was in tears. "She just couldn't find anything in that copy . . . any motivation . . . any words she could hold out," Rothenberg explained. "It was jammed full of trite, legal phrases, with none leading into each other." "The point we would like to make — and we feel very strongly about this is. if you do not have enough ex- perience in film, consult a producer," said Rothenberg. "You need make no commitments on the ultimate produc- 80 SPONSOR lion. But get his opinion on whether the thing will play. Get his opinion on how the dialogue will sound. Get his opinion on what kind of actors or tal- ent you need, and if you should sign them for a series. Find out if you can save money by doing all your exterior shots, for instance, on one location in one day. Above all, get his opinion on the filming possibilities of your partic- ular account." V How much does a TV film cost? (Lecturing: Mr. Thomas J. Dunford) The General Production Manager, who is head of a film company's pro- duction control department, is roughly analagous to an "internal auditor." He is the man (creative film experts some- times picture him as a "killjoy") who keeps a constant check on how much money is being spent on what, and whether the producer is spending too much or the client not enough. "Production costs in TV films," said Transfilm's Tom Dunford, "are like the legs of a three-legged stool. You can't change a specification without adjust- ing the schedule or the cost. You can't change cost figures without juggling your specifications and the schedule. You can't order speed-ups and rush jobs in the schedule without affecting costs and specifications." An agency's script or storyboard (a sketch series, like a comic strip) be- comes part of the realm of the General Production Manager when it first comes in for bidding. Some agencies, not aware of the problems inherent in preparing a film bid, expect a fast an- swer— which no producer in his right mind wants to give. It takes at least a day or two for the various film men involved — directors, animators, scenic designers, etc. — to give the production control department their estimates on the various factors that make up a film. It can take even longer if the script is vague, or the specifications worded so loosely that everything needs dou- ble-checking with the agency. According to Dunford, the general routine in keeping track of costs at a film producer goes like this. First, the various requests for bids are received, and given a control num- ber. Then, estimates are prepared by departmental experts on the various components of the film, breaking the film down into detailed specifications. These are in turn double-checked (on a machine) by production control, and DOLLAR FOR DOLLAR THE XL STATIONS DELIVER THE BIGGER MARKET Markets ■ YES, EVER SINCE TIME BEGAN . . . (Way back when Knight- hood was in flower) there have been 'Them WHAT HEARD' and 'Them WHAT SAW!. Today it has become possible to analyze to what degree that is so . . . THE FIGURES PROVE THAT (IN THE NORTHWEST) RADIO ... and 'Them WHAT HEARD' ... IS THE LARGER GROUP. In a recent, thorough investigation, Advertising Research Bureau (ARBI) interviewed scores of persons who shopped in ADVERTISED stores, LEARNED that 54.5% of these people got their information exclusively by listening and only 33.2% by reading. 54.5% radio 12.3% BOTH 33*2% nwspaper LET US PROVE IT! Clip this coupon and receive the "Proof of • Putting" *£u IN ROCHESTER. N Y Represented Nationally by THE BOILING COMPANY 82 SPONSOR VI The "fall guy" of TV films- file producer (Lecturing: Mr. Robert Klacger) The TV film producer has one of those jobs that look easy — until you try it. He has to be knowledgeable about every step in the making of a TV film, from the time the idea is con- ceived until the release prints are shipped out to TV stations. He is the man who comes most often in contact with advertising agencies and clients, and has to act often as a clearinghouse and interpreter between film men and advertising men. Very often, he plays his major role in the final stages of the making of a TV film. When the film leaves the cam- era for the laboratory, and is returned some 72 hours later for editing, many an agencyman and client are horrified at the results. To the untrained eye. the "dailies" I completed takes which have not been edited I look like a hodge-podge, full of mistakes. Producers, supervising the directors and editors, can do a lot to bring or- der out of this confusion. Editing mov- ies is an art learned only from long ex- perience. In this respect, Transfilm's Klaeger has a word of sound advice for agencies making film commercials. "It is never a good idea to bring the client along when you're going to see the rough dailies screened by a pro- ducer. In 99 cases out of 100, he has no idea of what's going on. All he can think of is waste when he sees four takes on one scene. He'll never under- stand that we can intercut scenes, snip- ping a good part here and a good part there, putting it together to make one good film." Wi This advertisement ran in this publication last April. It is repeated with corrections which reflect increases oj the past jour months. IN DANVILLE, VA. BUY THE OLD ESTABLISHED ESTABLISHED 1BSO HIGHLY RATED U.I AVERAGE WINTER 1*91 ABC STATION WBTM HOLLINGBERRY His Sponsors Alone Make a Sizable Audience Fulton Lewis, Jr. is sponsored locally on more than(34Q Mutual stations byC5T2)advertisers. The roster of busi- nesses represented is too long to detail here, but this brief summary shows their scope: fOI 93- automotive agencies 2-i "1-9 aulo supply and repair companies 6 bakers ^^ "54- banks and savings institutions -3/ -26- brewers and bottlers 6/ ~>K building materials firms 31 39- coal, ice and oil companies /S "H- dairies 36 -SO- department stores 2-6 "23- drug stores 16 food companies 47 43- furniture or appliance stores 2-1 4-7- hardware stores /«-' "M1 jewelers 17 "14 laundries 2^-25- real estate and insurance agencies SO "94- miscellaneous His program is the original news co-op. It offers local advertisers network prestige, a ready-made and faithful audience, a nationally known commentator — all at local time cost with pro-rated talent cost. Since there are more than 500 MBS stations, there may be an opening in your locality. Check your Mutual outlet — or the Cooperative Program Department. Mutual Broadcasting System, 1440 Broadway, NYC 18 ( or Tribune Tower, Chicago, 11). 37(7 ■m 10 SEPTEMBER 1951 83 30 NEW CONTRACTS in 30DAYS (July 20 - Aug. 19) Join the ever-growing list of National, Regional and Local Accounts who advertise on K-INUZ. K-NUZ not only offers more listeners per dollar invested, but also a number of the top Hoopers in the Houston Market. Results speak much louder than words . . . Ask about these campaigns: Ebony Magazine, U.S. Green Stamps, Bendix T.V., R.C. Cola, Capehart T.V., Hunt Mattress Co., Jet Dog Food. Their Success Stories are Proof of K-NUZ' Sales Ability. For Information Call FORJOE National Representative or DAVE MOR-RIS General Manager at KEystone 2581 "RADIO RANCH" J P. 0. BOX 2135 Films are ready to show an agency when they have been edited, and a "rough cut" prepared. While the pro- ducer sweats it out, this "rough" is screened, and agency and client decide if it's O.K. From there, a "final cut" is made. Then, it goes to the lab for an "answer print," in which all the trick optical effects (wipes, dissolves, push-offs, etc.). are added. Following that, the "release prints" are made by the lab, and the film is ready for TV showing. Producers like Robert Klaeger are often called on to explain what seems to be a wasteful method of doing busi- ness. Many agencies cannot under- stand why an average of 1,000 feet of film will be exposed in the making of a one-minute spot, and 900 feet of it thrown on the cutting room floor. Says Klaeger: "It's well for agencies to remember that a producer would rather shoot a scene four or five or 10 times if need be, until everyone is hap- py, than go back another day. Skilled crews are expensive. A producer's overhead for studio rental is high. It's a lot cheaper to waste a little film and end up with what you want than to go back for another day's shooting and miss a deadline later." No producer expects an agency to know all the answers about the me- chanics of film production. But. an agency has every right to expect this knowledge in a producer — and usually gets it. Producers like Transfilm's Rob- ert Klaeger welcome the opportunity to discuss film problems and film tech- nique with advertising agencies. After all. when a producer gambles his reputation and the jobs of his staff in taking on a film commercial assign- ment, he wants the finished results to look good, and to do a selling job. Agencies certainly need the help of film producers, but producers need agency assistance, too. • • • MEN, MONEY, MOTIVES {Continued from page 6) Since the war a growing concern for agency prestige has prompted more and more agencies to announce, in a loud voice, that they have "resigned" the account they are about to lose. This is as it may be. It amounts to saving that if the service rendered l>\ the agcnc\ may. SiJ>J2 be depended upon for complete service in music. BROADCAST MUSIC, INC. 580 FIFTH AVE., NEW YORK 19 NEW YORK • CHICAGO • HOLLYWOOD 5,000 Watts Full Time John H. Phi|»ps, Owner L. Herschel Graves, Gen'l Mgr FLORIDA CROUP Columbia Broadcasting System ■_;_ National Representative JOHN BLAIR AND COMPANY Southeastern Representative HARRY E. CUMMINGS 36 SPONSOR radio, television, production, art. Oth- ers whose functions are involved in the campaign are: 1. Creative — Writers and art direc- tors. 2. Merchandising — Salesmen and dealer contact. 3. Public Relations and Publicity — News contact. 4. Traffic — Liaison between various departments working on project. 5. Client Contact — Account execu- tive. The agency's role ends with the end of the promotion. The third operational phase is the handling of the returns. There are three basic ways of doing this: 1. The returns are mailed to the ad- vertiser. He forwards the names and addresses to the supplier, many of whom have mailing departments. 2. The returns are sent to a mail- handling organization. It forwards the names to the supplier's mailing depart- ment. 3. The returns come to the mail- handling firm. The supplier sends the premiums in bulk to the mail-handling concern. It packages them and mails them to the consumers. Most large advertisers use the last method through one of these: Bruce, Richards Corp., Coupon Service Corp., Reuben H. Donnelley Corp. The premium form of merchandis- ing is a respected and effective sales instrument geared to the modern tem- po. Both users and suppliers include some of the top-drawer companies of the country. * * * RADIOS FUTURE ROLE {Continued from page 27) ning to impress CBS radio executives as an important part of their develop- ing campaign to win back audi- ence for radio. Nation s Nightmare, KLIX In one of the west's RICHEST MARKETS Idaho's Fabulous Magic Valley Ask Hollingbery I ABC at Frank C. Mclntyre Twin Falls, Idaho \ V. P. and Gen. Mgr. How to avoid Christmas Mourn First, be sure your gifts to business friends make a hit. Give Zippo . . . the Windproof Lighter that always lights with a zip — even in wind or rain. Second,ma.ke sure you get your Zippo gifts in time. Order Zippo Lighters and do it early. Then nobody will be mournful on Christmas morn. the one-zip Windproof Lighter ACT NOW! GET FREE BROCHURE! See how you can have your company trade-mark or other message reproduced in color on Zippo Lighters, at low cost. Engraved lighters should be ordered by October 1st for Christmas delivery. Send the coupon today! ZIPPO MANUFACTURING COMPANY Dept. BWl-4 Bradford, Pa. Send your FREE brochure on Zippo gift ideas showing models with prices and discounts. Company Address City Zone State Attention Title FREE SERVICE! No one has ever paid a cent to repair a Zippo! 10 SEPTEMBER 1951 87 Radio Station WBML Macon, Georgia Announces with pleasure fulltime affiliation with the National Broadcasting Company Effective September 30, 1951 Associated Press World Transcriptions National Representative Headley-Reed Company IN MONTREAL it's Canada's FIRST station — wise in the ways of PROGRAMMING, PROMOTION and MERCHAN- DISING . . . gives you the cover- age and the listenership needed to do a real selling job in this rich market area. U. S, Representative— Weed & Co. WMRY SELLS t NEW ORLEANS , GREAT NEGRO 1 MARKET WMRY programs to more than Yi million Colored people throughout Southern Louisiana, Mississippi, Alabama and Northwest Florida. 600KC- "THE SEPIA STATION NEW ORLEANS, LA. JOHN E. PEARSON CO. Nat'l. Representative for example, the notable CBS expose series on narcotics, will be rebroadcast shortly; at that time, CBS will run full- page newspaper ads calling the series to the attention of listeners — and hop- ing to remind them by implication that all of radio still has something good to offer. The CBS strategy in promoting its Nation s Nightmare series in hard-hit- ting ads is part of the developing trend within radio to seek ways of winning back listeners through promotion. For radio's strategists aren't merely de- pending on the medium's basic advan- tages (as cited above) to swing the pendulum back in their direction. "TV's grip is largely hypnotic," Rex Lardner, New York Post radio/TV critic, told SPONSOR in suggesting that radio point out its own virtues to the public. And to break that grip, audi- ence-promotion campaigns on both a local and a national level are starting up this fall in unprecedented numbers. There is some question among thought- ful observers as to whether these cam- paigns will have as much effect in lis- tener as in advertiser circles. (Maurice Mitchell. Associated Program Service vice president, said of one promotion: "It isn't aimed at the people but at the Madison Avenue bunch.) But the important fact is that a start has been made — in Detroit and Tulsa, stations are cooperating to remind lis- teners about all of radio; the BAB is planning a master program for station cooperation in promotion (as well as other functions) ; the Southern Califor- nia Broadcaster's Association stations are now waging an announcement cam- paign to promote radio; World Broad- casting System has begun preparing a special package of promotional disks in which name personalities plug the medium; all of the networks will use their own facilities heavily, as well as other media, for audience promotion this fall. ( Promised Mutual President Frank White: "We plan to continue the same intensive promotion of AM radio which has already won Mutual several outstanding awards during the past year. ) If an advance look sponsor had at the campaign is any indication, a CBS radio promotion planned to kick off within a few days, should attract con- siderable attention on Main Street as well as Madison Avenue. Theme of the campaign is that radio is America's great jester, still the source of enter- SPONSOR tainment which is closest at hand for the majority of the public. But what are some of the Great Jes- ter's other strengths compared with the characteristics of that younger public jester, television? For one answer, see the comic strip atop page 27. It shows what happens when a woman tries to carry on with her normal household ac- tivities while watching TV. As Hus- band Dripple discovers in the final panel, it just won't work. Not only is it impossible for the housewife to do her knitting and watch TV, but many radio strategists told sponsor they feel men with hobbies, good hosts, in fact all TV set owners are likely to find themselves increasingly reluctant to sit still and let TV dominate them com- pletely for long periods. It is impossi- ble to tell at this point how important this reluctance to have their time dom- inated will prove in shaping the view- ing patterns of the future. But many believe TV fascination will definitely wear off, once it's been around for a while. Commented Law- rence Shenfield, Doherty, Clifford & Shenfield president: "When a family buys a car, they go out for a ride in it every night the first week. But then this enthusiasm settles down. The American public is like that with most things — including television." Raymond Spector, president of the agency bearing his name, disagrees completely, however. He told sponsor that he believes "radio as we know it now will be a dead pigeon. . . . Tele- vision has everything that radio has and more. You don't even have to watch TV if you don't want to. Many people lean back in their armchairs and close their eyes, or work in the kitchen with the set on in the living room." Spector added: "Is there anything radio can do better than television? . . . I don't think so. You want news? TV will give it to you. Soap opera, music, drama, comedy, everything. Many stations already open up at 9:00 a.m. And they don't get off till 1:00 a.m." (Joseph Allen, Bristol-Myers public relations vice president, ex- pressed similar sentiments in sponsor, 21 May, when he said that radio was "fading away.") Spector gives radio six months to live, once the freeze is lifted and more stations are built. But the majority opinion seems to be that no matter how big TV grows, radio will definitely remain an important medium. As Hy Brown, veteran producer-director-writ- er of the Inner Sanctum and dozens of other shows, put it: "Radio will ad- just and seek its own level." Others speak in terms of an "equilibrium" be- tween the two media which they see coming into effect once the novelty of television has completely worn off. Said radio/TV critic Rex Lardner: "I feel that in a couple of years people will get fed up with the freaks and phonies of TV and, jacking themselves up, will pay more attention to select- ing shows for their merit — a radio show at one time, a TV show at an- other." No one believes, however, that radio will arrive at a balance with TV auto- matically. The realization is that ra- dio's fate is in its own hands and that programing adjustments to take ad- vantage of radio's own strengths are the key factor. "Right now," says Alan Bunce, star of Ethel and Albert, Young Dr. Ma- lone, and hundreds of other radio pro- grams, "radio has a tremendous oppor- fci*> Not the biggest station, but the BIG BUY in cost per thousand homes reached in Knoxville's "gold- en circle" . . . the industrial metropolitan area of 335,000 people. Cover this compact market with WBIR AM and FM, both for the price of one. A* F* The Boiling Company C. H. COTTINGTON V.P. In Charge of Radio and TV Erwin, Wasey & Co., Inc. LIKE MOST "Newsworthy" TV k RADIO EXECUTIVES Mr. Cotiington's LATEST BUSINESS PORTRAIT IS BY - Photographer to the Business Executive 565 Fifth Ave., New York 17— PL 3-1882 !So. 5 of a Scries 10 SEPTEMBER 1951 89 tunity to shoot for higher intellectual and cultural standards. Today's TV standards are somewhat juvenile, about the same level of radio 15 years ago. The 14-year-old mind myth has been exploded by radio, but TV still isn't com inced." It would be pleasant to report that all of the networks and many local sta- tions had master plans of programing adjustment designed to take advantage of this situation. But that is not the nature of the animal. Instead, radio's evolution will proceed on a trial-and- error basis. As CBS' Lou Hausman puts it. "Our long-range plans cover up to tomorrow morning at 10:15." The important thing to remember, though, is that the networks are willing to ex- periment, are open to new ideas. Charles C. Barry. NBC vice president in charge of radio programs, told spon- sor: "We know that radio must adjust itself to the new situation. We know Jn a campaign to get more customers in Washington, D.C., Embassy Dairy gained 2,33/ from its top radio show compared with 311 from the leading newspaper and 22 from the radio runner-up. Top show? THE HOUSEWIVES' PROTECTIVE LEAGUE Most sales-effective participating program . . . anywhere! that we're going to have to share the living room from now on. But anyone who thinks Mr. John Q. Public is go- ing to turn the radio set off entirely is wholly wrong." In a way, radio's realization of what the job ahead for it is parallels the thinking now current among Holly- wood's leaders, though radio is in a far more favorable position. In Holly- wood, the theory getting most atten- tion is that the movies were ripe for the plucking before television ever came along; that the hope for in- creased movie attendance lies in im- proved pictures. In addition to mak- ing better movies, Hollywood has launched an unprecedented industry- wide campaign to sell movies. Called 'Movietime U.S.A.," Hollywood's drive has resulted in what Arthur L. Mayer, executive vice president of the Coun- cil of Motion Picture Organizations, has called "the most gratifying exam- ple of industrywide cooperation I have seen during the 30-odd years I have been in this business." I Drive kicks off with a nationwide radio broadcast. 24 September.) That radio's sentiments resemble Hollywood's was indicated by many of those sponsor interviewed. Typifying the remarks of others, Richard Mack, international president of the Radio and TV Directors Guild, said: "Radio got rich. fat. and flabby. The networks practically invited any new medium to knock radio on the head." In promotion, too, radio can be ex- l>cc!ed l«i follow thinking similar to Hollywood's. The cooperative audi- ence-building campaigns now under- way are one part of this trend. But. more specifically, CBS has embarked on a policj of exploitation which is a leaf taken directly from Hollywood's hook. The network has hired Sid Gar- field, former advertising and publicity director for Samuel Goldwyn produc- tions, to become CBS' first "exploita- tion director"; he starts work today i 10 September). Another Hollywood- ian. Irving Fine, will fill a similar job on the West Coast for CBS. Garfield and Pine have one specific assignment from their boss, Lou Haus- man: lo malic news for CDS radio. "We're not gunning for the columns any more. We're after page three, oi page one," says Hausman. "We know the joh can he done be- cause there's a lot of news in radio. \\ e want to get listeners say 'Did you ffilt- THE HOME-FOLKS WHO LIVE IN THESE AREAS VO LISTEN/ IF YOU DON'T BELIEVE IT, JUST COME ON OVER AND TUNE IN THE SETS Vou'll Se&J Owned & Operated by SOUTHWESTERN PUBLISHING CO. Den W. Reynolds, Pres. Publishers of: Southwest Times-Record, Fort Smith, Arkansas; Examiner-Enterprise, Bartles- v i Me, Oklahoma; and The Doily Times, Oki gee, Oklahoma. >\ FACT.™ 1 . . . . thai (he Market Reports with Bob Riley on the KMBC-KFRM Team are among the greatest radio buys in the Kansas City Primary Trade Area! 2. BECAUSE — Market Reports on The Team are 3-tol favorites over any other radio market reporting in the Kansas City Primary Trade Area . . . 3. Further, the Kansas City Stockyards arc "back in business" after the Hood with greater activity, hence greater interest than ever before! 4. The 6:30 A.M. Market Reports and the 12:30 P.M. Market Reports, both with Bob Riley, are AVAILABLE FOR SPON- SORSHIP. Call KMBC-KFRM or your nearest Free & Peters Colonel. 6th Oldest CBS Affiliate KFRM learn Programmed by KMBC 222 West Eleventh KANSAS CITY, MO. 90 SPONSOR hear so and so last night; and we've reoriented our whole press operation to accomplish this."' NBC, with its decision to bring back the expensive Big Show, giving it a whirlwind Continental premiere, is thinking in the same direction. Throughout radio, the determination to fight for audiences while evolving a new programing pattern is evident. As much as anything else, that deter- mination guarantees that radio will thrive in the coming TV era. "We've been given the biggest programing budget in years," said CBS radio pro- graming chief Lester Gottlieb; "ABC's promotion budget for radio is up con- siderably, ranks dollar for dollar with TV," said Jack Pacey, acting director of public affairs at ABC. The net- works, all of them, with a complete divorcement between radio and televi- sion now established, are setting the pace for healthy survival. Veteran ra- dio producer Hy Brown summed up the situation aptly, telling SPONSOR, "The networks are faced with a prob- lem very similar to that faced by count- less parents. They have two children, each vying for attention. The parents must make the adjustments. There's no reason why you can't have two healthy children; one doesn't have to be a neu- rotic, an outcast, an orphan. The smart parent plays up the best features of each, nurses them along, brings them both to maturity, and then lets them stand on their own feet." * * * 510 MADISON {Continued from page 13) I believe, of The Happiness Boys who sold a lot of candy for the Happiness Candy Stores in New York and en- virons with the famous signature jin- gle, "Don't forget you've got a date, every Friday night at 8:00." This was one of the first if not the first singing commercial. Douglas Silver President WJRA Fort Pierce, Fla. • P.S. Billy Jones and Ernes! Hare? IDAHO'S MOST POWERFUL 10,000 WATTS K c e m BOISE, 185,000 CUSTOMERS kV|i|llllllllllllllllllllll!llll!llllll!llllllllllllll!llllllllllllll!lllllnllllll!!!IIIIIIINI[|l!l!lll!llllll!l!l!l|l!llll!ilillll HUM Illllllllllllllllllllllllllllllllllllimillllll Illllllll imilllllllllllllllllllllimilllillllllllllllillllllir. free WITH YOUR SUBSCRIPTION TO SPONSOR THE NEWLY-PUBLISHED 72 PAGE TV-DICTIONARY/HANDBOOK FOR SPONSORS Defining more than 1,000 television terms and uses, the $2 pocket-size dictionary is the only publication of its kind. Including a sign-language for TV, valuable data on camera and lens usage, TV union particulars, and other pertinent TV information, the new dictionary will be a prized possession you'll refer to again and again. Be sure you get a copy by entering your sub- scription to SPONSOR without deiay. Yearly subscription rate is only $8 for the 26 bi-weekly issues; the two-year rate of $12 is SPONSOR'S most popular value. Bulk TV Dictionary rates on request. PLEASE USE THE FORM BELOW AND MAIL TODAY ! r SPONSOR 510 Madison Avenue New York 22 Please enter my subscription to SPONSOR and send me FREE the new 72-page TV Dictionary/Handbook. Bill me later. n Firm Address L City 3 $12 two years Zone State d $8 one year J ifi]iiiimiiii!iiii!iiiiii;ii!ii!ii;i!iiiii!iiiiiiiiiii:!iiiiiiini;iiiiiiiiiiiiiiiim ^ 10 SEPTEMBER 1951 91 SPONSOR SPEAKS^ Is it television's turn now? Those who argued that radio's plight was largely psychological may have had something. The feeling of despair and defeat that swept sponsors and broadcasters alike was inspired as much by columnists and comics as by television. All this came to a halt al- most abruptly following vigorous coun- termeasurcs 1>\ the Affiliates Commit- tee, individual station rebuttals (like those of WOAI, San Antonio, KVOO, Tulsa, KFI, Los Angeles, etc.) and re- cent cooperative promotions like those of Detroit and Tulsa stations. Many a TV enthusiast predicted an end to radio altogether with a knowing confidence that defied existing facts and all media history with equal aban- don. Sponsors, dazzl ;d by the glamour of television showmanship, streamed out of radio in alarming numbers. This fall radio seems to be spoiling the burial plans with a revival of ac- tivity. Big, costly promotions proclaim- ing radio's continuing effectiveness are the order of the day. And sponsors are coming back, some confessing that they should never have left at all. But something new is in the wind. This time it's the television blues. Of course, television has nothing to fear. Choice time has long been sold out and operating schedules are moving way down into the morning time slots. But the rash of articles and newspaper sto- ries have begun to sound off on the shortcomings of television both as an amusement factor as well as an adver- tising medium. "Too costly," they say. "Lagging set sales show public apathy," they ar- gue. "The public is tired of mysteries and murders," they shout. Nobody has yet predicted the immi- nent decline of television, but the cur- rent gloomy reports are coming out in increasing numbers. This much is sure: television will lick its problems just as radio will. Cer- tainly it faces enormous issues — the high costs, poorly balanced program- ing, etc. But no one can argue with any kind of conviction that TV has not already achieved its own special niche in the American home. Perhaps tele- vision is making the mistake of failing to publicize its virtues adequately enough while its weaknesses are re- ceiving the usual full treatment by its detractors. Like radio, television will influence and enrich our lives for generations to come. Like radio, it will exert the most powerful influence on the buying hab- its of America. It pays to know radio better Some of the mistakes attributed to bank advertisers in sponsor's story (see page 32) are common to other categories of sponsors as well. Each user of radio and television must find the approach that is most advantageous to the products or serv- ices he sells. He must know when he can best reach those who might be interested in buying, and what sta- tions and programs are most likely to deliver most of that audience. In a word, he must know enough about the air media to use them intel- ligently and effectively. Retail adver- tisers, for example, have been slow to turn to radio because they just did not know enough about it, or because an occasional attempt failed to produce sensations. The most recent proof that radio frequently exceeds newspapers in bringing customers into stores was provided by the Advertising Research Bureau Inc. Their findings have had a marked effect on retailers who either never ventured into radio before or tried it once or twice with disastrous results. These studies have given re- tailers new confidence in the medium, and they are using it now in increas- ingly large numbers. Whether you are selling the services a bank offers, or other services or prod- ucts designed for mass appeal, radio, in its quarter century of service, has accumulated sufficient evidence to dem- onstrate to you how it can best help achieve widespread distribution. The Broadcast Advertising Bureau, the National Association of Radio Sta- tion Representatives, the radio net- works and agency research depart- ments have the facts or case histories. The trade publications, notably spon- sor (which was founded for just this purpose) has both a library of case histories as well as specific research data. In using radio and television it pays to be well informed. Fortunately for the sponsor, the information he may need is obtainable. Applause We tip our hat to . . . The Advertising Federation of Ameriea which last month launched another campaign for public under- -l. Hiding of advertising. Said Ralph Smith, vice president of Sullivan, Stauffer, Colwell & Bayles and chair- man of AFA's campaign committee: 'Objectives of this year's campaign are to clear up the misconceptions found prevalent in consumers' thinking." The AFA wants the public to know that "advertising is helping even inflated dollars go further, and that any threat to tax or prohibit advertising directly threatens the pocketbooks of the con- sumer." The messages prepared for radio are expected to reach 50,000,000 listener*. Virgil Pinkley, editor and publisher of the Los Angeles Mirror (circ. 212.- 733 I , who unlike other newspaper pub- lishers, welcomes television as he wel- comed radio and promises to keep his readers fully informed on all television news and developments. WFIL, Philadelphia, which produced a M-l/ohour television marathon bene- fit recently. ~>2 SPONSOR 0 vnyour ^i7/Alban/,N.Y Bennington, Vt. Pittsfield, Mass. * Golden Triangle" MORE AUDIENCE VROW beats Station X (the only other Network affiliate in Albany) by 640 families according to BMB. /VROW shows a BMB of 10% or better in 14 coun- » ties ... 2 more than Station X. LOWER COST WROW has a lower cost per 1000 families than any other station in Al- bany. WROW has lower rates than any other Network affiliate in the Capital District. PROMOTION WROW's promotion story could not possibly be told in this small space! For the complete story, contact: The Boiling Company FIRST on your dial with MUSIC, NEWS and SPORTS - «^' V on yoiu dia 5,000 watts exclusive WWDC in total share of Washington audience And that's going some! The Washington, D. C. radio market is the most highly competitive in the country. No less than 17 stations crowd the Washington area. The latest Pulse survey shows WWDC as second in total share of audience! And at WWDC's low rates, it's really first — on a results-producing basis. It means that in Washington, your best advertising buy is WWDC. Just get all the facts from your John Blair man. •Pulse: May-June, 1951; 6 A.M. to Midnight 'TEMBER1951 • 50c Per Copy $8 a Year RF The road back to radio: two case histories— p U.S. Steel gives radio continuing vote of confidence — see p. 4 Hepori io Sponsors page 27 Men, Money and Motives page 6 ?e D. 4 Mr. Sponsor; G.N. Coughlan page Hudson Pa- per Returns to Spot AM page 28 Bo Careful (on the Air page 36 How to Market-Test a Product page 38 The Case foi California Radio page 4C TV Commer- cial Reviews page Radio Results page 4{ Our (frigged year AT THE STATE FAIRS More people than ever before saw WLS talent, visited our tents and saw our displays This was the biggest State Fair year for WLS! Radio's Ever Magic Touch brought throngs into WLS tents at the Illinois, Indiana and Wisconsin State Fairs. At each of these state activi- ties WLS entertainers broadcast daily direct from the Fair Grounds before enthusiastic crowds. Further, the large WLS tents contained special displays promoting WLS service and entertainment . . . contained checking racks for the benefit of Fair visitors. Thousands of WLS listeners from all over the Midwest stopped in to meet and say hello to all the WLS folks. As in eleven previous years, the WLS NATIONAL BARN DANCE was the opening Saturday night feature at the Illinois State Fair . . . and played before one of the largest crowds ever to see the famed program at the Fair! 12,331 people paid to see the 27 year old NATIONAL BARN DANCE broadcast from before the Fairground Grandstand. This personal touch with the WLS audience . . . this acceptance enjoyed in ever-increasing amounts, helps prove that in the con- centrated Midwest area, more people are listening to WLS— on more radios— than ever before. The WLS audience, ever increas- ing in size and importance, shows again the power of radio's ever magic touch — to educate — to entertain — to contribute to the American way of life — and to create favorable public opin- ion— and sales — for articles and services that deserve it. SEE YOUR JOHN BLAIR MAN FOR DETAILED INFORMATION CLEAR CHANNEL Hone of the NATIONAL Barn Danoe 890 KILOCYCLES. 50,000 WATTS. ABC NETWORK- REPRESENTED BY JOHN BLAIR WLS NATIONAL BARN DANCE Squor Illinois State Fair. Above — Illinois Governor Adlai Stevenson presents Mr. Arthur Enix with State Trophy for the "outstanding rural chorus of 1951." Mr. Enix, Directo the Choral Group from Will County, accepted the trophy during the WLS TIONAL BARN DANCE program broadcast from the Illinois State Fair. Harold Safford, WLS Program Director (far right) joined the Barn Dance cat applauding the presentation. Below — Part of the 12,331 people who paid to see the NATIONAL B, DANCE broadcast from before the Grandstand at the Illinois State Fair. ANA members pondering dan- gers to business involved in re- ports on radio Duane Jones gets offer of "war fund" from other agencies Cigaret brands show variation in radio-TV costs per M ranging from $1.69 to $3.24 Monarch Wine's Robinson: "TV is only for generals." Sponsors will benefit from net support of BAB As 42nd Annual Meeting of ANA gets under way today (24 September) , some of nation's biggest advertisers will be pondering dangers to big business implicit in ANA policy of making public reports on "radio values. " Thinking of some of ANA members, probably due to be expressed during Monday afternoon' s "closed" sessions runs as follows, SPONSOR has learned : Most of ANA members are Big Business. Many radio stations are small business. In event of "test case" proceedings in Washington by one or several small stations, ANA might find itself in anti-trust hot water. Adding to danger is protective attitude of Washington toward small business as against large corporations. Result of behind-scenes dis- cussions may be quiet fadeout of AN4's cut-rates campaign. -Sc- offers of support, including "war fuid^ ;to help finance his lawsuit against departed staffers, have been extended to Duane Jones by other agencies. Despite announcement that he was resigning all accounts ef- fective 30 September, number of new accounts ( including one in million- dollar class) have been offered to him. -SR- How shrewd radio-TV buying pays off is demonstrated in A. C. Nielsen survey prepared for one of its agency clients which has cigaret account. Survey shows that one brand got 1,000 radio-TV impacts for $1.69 while another less-fortunate cigaret had to pay $3.24. Brands in between paid $1.81; $2.22; $2.34; $2.51. Figures are for 4-week period in March, April 1951 and are based on Nielsen average-audience ratings projected against cost estimates. Brands surveyed were Chesterfield, Camel, Lucky Strike, Old Gold, Philip Morris. These 6 brands spent $3,588,074 for 32 AM and TV shows in period surveyed with choice of media combinations ranging from Philip Morris' 5 radio and 2 TV shows to Luckies' 2 radio and 4 TV shows. Brand which had lowest cost-per-M paid 13% of total outlay to get 17% of total impacts, while cigaret with highest cost-per-M spent 18% of total tjD get only 12% of impacts. -SR- Said Monarch Wine Company's ad manager, Meyer H. Robinson: "Television is only for generals-General Foods, General Motors, General Electric. " Robinson referred to his medium-sized firm's experiences with TV which proved too expensive "in terms of results per dollar." After trying announcements on 15 TV stations, Monarch has decided to drop TV, expand from 55 to 75 radio stations in 30 cities. Radio budget will be over $250,000 this fall, about 85% of firm's ad expenditure. "Spot radio has definitely proved it is best buy for this account," said Donahue & Coe a.e. Charles Patrick. -SR- As predicted in SPONSOR (13 August), all AM nets are now behind BAB, with NBC and CBS contributing estimated $30,000 each; ABC $20,000; MBS $10,000. Sponsors will benefit through increased flow of BAB facts and research as result of net decision. SPONSOR. Volume 5, No. 20, 24 Ssptember 1951. Published biweekly by SPONSOR Publications. Inc.. at 3110 Elm Ave., Baltimore, Md Executive. Editorial. Circulation Office 510 Madison Ave.. New York 22. $8 a year in U. S. $9 elsewhere. Entered as second class matter 29 January 1949 at Baltimore. Md. postofflce under Act 3 March 1879. REPORT TO SPONSORS for 24 September 1951 Cannon Mills takes major plunge in net- work radio-TV Pulse study will explain one weakness of "coincidental" method Is Hooper risking Nielsen court action? New Lang-Worth program rouses quick show of interest Instantaneous TV rating may be coming with- in few months Traditionally heavy spender in magazines, Cannon Mills will put 1/3 of $2,000,000- plus budget into net radio-TV. According to Ad Mana- ger George Beyer, Jr., move is largely result of successful trial run in radio via NBC's Operation Tandem and "The Big Show." Cannon found that radio was boosting sales of its sheets, towels, and hosiery as much as 75% over normal, thus helping to smooth out seasonal dips. This fall, Cannon has moved into 4:45 to 5:00 p.m. spot on NBC-TV's "Kate Smith Show" with 39-week contract. Starting 6 October, Cannon will go on CBS radio with "Give and Take," Saturdays 11:30 to noon. There will be additional spot campaigns periodically. -SR- Quietly, Pulse organization has been working on study of coincident- al method of audience research, while not-so-quiet C. E. Hooper has issued blast after blast at validity of Pulse findings. Pulse study, which may have been released by time you read this, found that sig- nificant numbers of listeners do not know what station they have tuned in ; and those who do not know station tend to give call letters of major network stations when questioned by researchers. Thus, says Pulse, smaller stations lose out by coincidental method, explaining why Hooper will show little listening for station which Pulse rates as having tidy segment of audience. -SR- In addition to open slams against Pulse, including bland assertion recently that Pulse should "disappear" because it is not as accurate (according to Hooper) as Hooper, it appears C. E. Hooper may be open- ing second front — this one against A. C. Nielsen. In response to a SPONSOR inquiry recently Hooper intimated that his new TV-Home Hooperatings Service in effect is as good as a national report if clients average ratings in Hooper cities. Trade observers believe Hooper will be selling report with this as implicit salespoint. Niel- sen court action might result because agreement made between two firms prohibits Hooper from selling national report for period which has not yet expired. -SR- Lang-Worth Feature Programs is exultant about its "scoop" in acquir- ing 52 open-end transcription series, "The Lives Of Harry Lime", based on movie, "The Third Man. " Half-hour programs, starring Orson Welles and featuring catchy zither music of Anton Karas,had brought inquiries from 100 radio stations by presstime. Feature is expected to dupli- cate fantastic success of Ziv's "Bold Venture", starring Humphrey Bogart and Lauren Bacall, which has been sponsored on 500 stations. It's expected that transcription packagers, in attempt to bite into radio network shows, will keep coming up with big-name productions. -SxR- Instantaneous TV rating may be available within few months for sponsors in Philadelphia and Chicago. Albert E. Sindlinger, presi- dent of Electronic Radox Corp. (now suing A. C. Nielsen and C. E. Hooper for restraint of trade) has plans for two-city TV measure- ment system which would give sponsors ticker tape reports on share of audience while show is on air. Comdr. Harold R. Rice, inventor of Radox system, has secured patent number 2570156 on new instan- taneous device and all TV stations in Philadelphia and Chicago are being lined up to put system in operation. SPONSOR ft oOTJipM f*mf According to an independent survey made by students at North Dakota Agricultural College, 17 out of 18 families ivithin a 90-mile radius of Fargo prefer WDAY to any other station. 3,969 farm families in the rich Red River Valley were asked "To what radio station does your family listen most?" 78.6% said WDAY, with the next station getting only 4.4C/Cl Fargo-Moorhead Hoopers credit WDAY with much the same overwhelming popularity "in town". Despite the fact that the other three major networks are represented with local studios, WDAY consistently gets a 3-to-l greater Share of Audience than all other Fargo-Moorhead stations combined! WDAY is one of America's great radio buys, serving one of America's great farm markets. Write direct or ask Free & Peters for all the facts on WDAY and the rich Red River Valley ! WDAY • NBC • 970 KILOCYCLES • 5000 WATTS FREE & PETERS, Inc., Exclusive National Representatives DIGEST FOR 24 SEPTEMBER 1951 VOLUME 5 NUMBER 20 ARTICLES Tflii/ sponsors are returning to radio After plunging whole-hog Into TV, many national advertisers are buying back into radio — for media balance. Typical are Hudson Paper, Quaker Oats J. Hudson Pulp <& Paper After dropping spot radio for network TV, No. I napkin maker found dramatic proof of radio's pulling power; is buying back spot AM 2. Quaker Oats When this colossus started gobbling up TV shows, calamity howlers predicted no more radio for them. But they were wrong Hfiftf TV Ims iearnetl about economy True, TV time costs keep spiralling. But there are many ways for the video sponsor to economize on his shows production-wise Are the networks encroaching on spot radio? With competition for the sponsor's dollar keener than ever, there's a major tug-o'-war going on between the networks and spot radiomen Be careful on the air: Part If TV, by its unique nature, introduces new challenges in censorship not fully covered by either the Radio or the Motion Picture Codes Ihnc sponsors chart sttles via market tests Want to launch a new product? Here are tips from agency and market research people on how to market-test new products The ease for California radio The Southern California Broadcasters' Association's campaign to promote radio has been very effective. Now they bring story to Eastern timebuyers COMING Hon- to he a tlud at writing radio commercials Here's a collection of pointers guaranteed to make you think twice the next time you put your O.K. on a set of radio commercials Furniture stores on the air SPONSOR is currently researching how and to what extent the furniture industry makes use of radio/TV to sell its wares Tape recorder: keg to cutting program costs An analysis of the tape recorder as a major tool in making radio more economical 27 28 30 32 34 36 Sit I© 8 Oct. DEPARTMENTS MEN, MONEY & MOTIVES 510 MADISON MR. SPONSOR: G. N. COUGHLAN NEW AND RENEW P. S. TV COMMERCIALS RADIO RESULTS MR. SPONSOR ASKS ROUNDUP SPONSOR SPEAKS 6 10 14 19 24 44 48 52 56 92 COVER: U. S. Steel has launched what is probably a record promotion campaign for its "Theatre Guild on the Air." Returning to the air (NBC) for its seventh season, show is being ballyhooed via a barrage of network announcements, newspaper tune-in ads. U. S. Steel is confident, says J. Carlisle MacDonald, in charge of the program and U. S. Steel public relations, that radio can still do a big job for the steel firm. Here, sponsor and producer discuss fall drama plans. Left to right: MacDonald; Lawrence Langner and Teresa Helburn, co-directors of the Theatre Guild; Armina Marshall, executive producer. Editor & President: Norman R. Glenn Secretary-Treasurer: Elaine Couper Glenn Managing Editor: Miles David Senior Editors-: Erik H. Arctander, Frank Rasky, Charles Sinclair Ass't Editors: Fred Birnbaum, Lila Lederman, Richard A. Jackson Art Director: Howard Wechsler Vice-President - Advertising: Norman Knight Advertising Department: Edwin D. Cooper (Western Manager), George Weiss (Trav- eling Representative, Chicago Office), John A. Kovchok (Production Manager), Edna Yergin, John McCormack Vice-President - Business Mgr.: Bernard Piatt Circulation Department: Evelyn Satz (Sub- scription Manager), Emily Cutillo, Joseph- ine Villanti Secretary to Publisher: Augusta Shearman Office Manager: Olive Sherban Published biweekly by SPONSOR PUBLICATIONS INC.. combined with TV. Executive, Editorial. Circulation and Advertising Offices: 510 Madison Ave.. New York 22. N. Y. Telephone: MUrray Hill 8-2772. Chicago Office: 161 E. Grand Ave.. Suite 110. Telephone: Superior 7-9883. West Coast Office: 6087 Sunset Boulevard. Loa Angeles. Telephone: Hillside 8089. Printing Office: 3110 Elm Ave.. Baltimore 11, Md. Subscriptions: United States $8 a year. Canada and foreign $9. Single copies 60c. Printed in U. S. A. Address all correspondence to 510 Madison Avenue. New York 22, N. Y. Copyright 1951. SPONSOR PUBLICATIONS INC. KWKH 39.6 KWKH 44.6 KWKH 51.8 *°™!*G WEEKDAY HOOPERS Shreveport City Zone 8:00 A.M. to 12 Noon March-April* A quick glance at the chart above shows you that KWKH is tops in Shreveport Hooperatings — has steadily increased its superiority, year after year! On Weekday Mornings in 1949, KWKH had 70.0% more Shreveport listeners than the next station. For the same period in 1950, we had 76.9% more listeners. In 1951, we had 157.7% more listeners! Shreveport itself, however, accounts for only 11% of KWKH's audience. BMB Report No. 2 (Spring, 1949) gives KWKH a Daytime Audience in 87 Louisiana, Arkansas and Texas counties. KWKH's total Daytime BMB Audience is 303,230 families. 75.0% of these are "average daily KWKH listeners"! Your Branham Company man can give you the whole KWKH story. Or write us direct. KWKH DAYTIME BMB COUNTIES Study No. 1 Spring. 1949 "latest available at press time. KWKH ),Q00 Watts • CBS Texas SHREVEPORT f LOUISIANA The Branham Companv C AhLmm«-a<> Representatives ArKaHSM Henry Clay, General Manager jj^S-.^***^^* that's what you like about the South's WJBO •y/vo-.V'-v, JjOcal Sears. Roe- buck store sold 175 ladies dresses after two 30-second morning spots; local build- er did $26,000 business from 8 1-minute announce- ments; furniture company uppcd weekly volume 40% on 10 30-second spots. More "specifics" on re- quest. The big Baton Rouge market (and our lil'-- ' arc full of them! 5,000 watt affiliate in Baton Rouge, La. AFFILIATED WITH THE STATE-TIMES AND MORNING ADVOCATB FURTHER DATA FROM OUR NATIONAL REPRESENTATIVES GEORGE P. HOLLINGBERY CO. by Robert J. Landry Radio was founded upon a gift of tongues and has exalted a spe- cial species — not quite actors, not quite orators — called, announcers. Theirs is built-in excitement. Theirs is vocal vibrato, bubbles in the word-bath, subsidized sincerity. These considerable talents lead to sales management and general management, and advertising agency vice presidencies. As we know the announcer, he is not only typical- ly radio but typically American high power. He is the model in those countries which ape us, and he is the butt in those countries which resist our "culture." It is timely to dwell a little on announcers for there are those who think — and hope — that in television there will be rather less of his gift for verbal marathon. As to that, we don't think it will work out that way. If our intuition is correct, one reason advertisers like TV is that they get all this, namely the usual quota of words, and pictures, too. They will go on expecting the usual quota of words. Those who possess the annuncorial gift very often are equally adept at interviews, questions, significance, interpretation, prophecy, stunts, romantic moods, or pills. During the war, we heard announc- ers with a special flair repeat at midnight the official 5:00 p.m. hand- out and make it sound like a hot personal scoop. The annuncorial gift has led to doctorates in news significance awarded men who never covered a story. It has created cults of sports divination headed by men who couldn't pick Brooklyn over St. Louis in August without consulting 12 sports editors first. The gift is valued so highly for a special reason, and let nobody be coy about the reason. The sponsor may never have quite con- vinced himself that the show he's paying for is any good, but at least he knows he likes the sell. The announcer "wraps a mantle of incomparable charm," as Huske O'Hare used to say, around the great love in the sponsor's life — his product. How can a sponsor hate the man who rhapsodizes in such lush-plush vowels? For our money, the announcer scales the Matterhorn of sheer gab in the audience participation whoopdedoos. You might even say this was democracy burlesquing democracy. The quizmaster oscil- lates engagingly from rowdy prank to carefree sadism and back to heartfelt sympathy for the victim. (The contestant is always as- sured he's a grand sport and a true blue American.) Where did the victim come from? Brooklyn? (Insane applause, on cue.) And liou docs In- feci .i Ik ml hi- wife rating crackers in l»ed? I ^ ak. \ ;ik. i Does he like his mother-in-law? (Good, clean American fun.) The quizmaster, supreme announcer post-graduate, is endlessh (Please turn to page 80) 6 SPONSOR PO YOU WANT 90,581 (OR 58,560) TV HOMES IN WESTERN MICHIGAN AND NORTHERN INDIANA? rhere are two television stations serving the 24- •ountv area of Western Michigan and Northern Indiana; WKZO-TV, Channel 3 and Station "B." The respective transmitters are locatetl 25 miles lpart. There is an approximate coverage duplica- ion of 40% in the high intensity area. fthen two stations serve suhstantially the same irea. it becomes important to determine who cov- in what, and how much. Under these circum- itances, the .1 MV contour method is an outmoded levice. Most people in the business agree that 1MB developed I he only satisfactory yardstick to letermine circulation in radio. That method, we telieve, is the only solution to audience measure- nent in TV. )uring May and June, Jay & Graham Research, nc. conducted a Videodex diary study using the 5MB method covering television homes in 18 \ estern Michigan and 6 Northern Indiana coun- ies. Fifty or more diaries were tabulated in every ounty except one; one hundred and twenty-five vere distributed in Kent County (Grand Rapids). The result was smashing proof of the WKZO-TV ludience area showing all counties wherein 15%, >r more television families view WKZO-TV at least > nighttime hours a week! The chart at the right shows the results: 90,581 IT families in the 24-countv area view WKZO-TV; )8,560 families view Station "B." Thus WKZO-TV Olivers 32,021, or 54.7%, more Western Michi- an and Northern Indiana television homes than itation "B"! phis Videodex Survey, using the time-tested BMB echnique, is a must for anyone interested in tele- ision. Write direct or ask Avery-Knodel for your ree copy, today! TV set figures supplied by dealers and distributors as compiled by Fetzer Broadcasting Company and confirmed by Jay & Graham Re- search. Inc.. who maintains access to the warranty cards showing de- livery of television sets by major manufacturers. videodex report Percent of Viewing in TV Homes Western Michigan and Northern Indiana 'Measures less than 5%. In three counties. Michigan television Sta- tion "C" showed viewing greater than S'r ; however, since its degree of penetration ivas of little value to the pertinence of this study, detailed figures were not included. WKZO-TV, wkzo ffffti in GRAND RAPIDS toPA IN WESTERN MICHIGAN ^4 ,N KALAMAZOO and KENT COUNTY AND NORTHERN INDIANA and GREATER 1 WESTERN MICHIGAN LL THREE 0 D OPERATED B FETZER BROADCASTING COMPANY AVERY-KNODEL, INC., EXCLUSIVE NATIONAL REPRESENTATIVES BY SENDING WOP RADIO PERSONALIS OF RADIO WITH 1HI \ Let these top national radio per- sonalities work with you to "Self Radio" in your area. Use these announcements for station breaks, spot announcements, fill-ins, par- ticipating programs and every possible free moment that you have available on your schedule. Let this slogan appear in your newspaper ads, car cards, dash cards, window posters, window displays, on your letters and on your billheads. Let your sponsors know what you are doing to help promote radio service and to make their advertising more pro- ductive. Tell your advertisers about the top name personalities who are working with you in this campaign. Yes, remind everyone in your city of the value of radio by airing this message, "Listen — Wherever You Go . . . There's Radio!" SELL RAOIO AMO YOUU SELL YOUR STMIOH! THESE TOP NAME PERSOI THEY'LL HELP SELL RAl AFFILIATES A GREAT ARRAY OF NATIONAL RE-EMPHASIZE THE WONDERFUL SERVICES AL MESSAGE . . . \ \ IN WITH YOU TO FURTHER THIS GREAT MOVEMENT. I Roberts tert Q. Lewis • Don Dunphy • Buddy Rogers • Bill Slater my Ross • Norman Brokenshire i Collyer dre Baruch pes Melton • Frank Gallup • Ted Husing • lack Paar i Lombardo • Bert Parks IT'S A NATIONAL MOVEMENT TO BUILD FOR THE FUTURE OF RADIO! Here's what WORLD is doing! »¥«JI IU lua uuiumeu me ivjw pel UIIUII Ul I u ivp national radio personalities to make these forceful "Sell Radio" announcements and is making them available to all World- Affiliate stations. Typical of these announcements is, "Listen — This is Andre Baruch, Wherever You Go . . . There's Radio!" World is including this vital message in every piece of promotion and advertising material that it produces including radio continuity, promotion pieces, direct mail, letters and stickers. We at World feel that by re-emphasizing this message nationally it will truly reawaken the nation to the wonders and vital services that radio performs. We thought that 1950 was a red letter year, but listen to this — thus tar the first seven months of 1951 have shown an ac- tual increase of 183% in mail returns over the same period last year! No wonder CKAC con- t;nues to yield such amazing returns for your advertising dollar! 1 - ' - )V I COM ««MWAS^ 1,330,804 4,135,329 3,742,916 CBS Outlet In Montreal Key Station of the TRANS-QUEBEC radio group CKAC MONTREAL 730 on the dial • 10 kilowatts Representatives: Adam J. Young Jr. - New York, Chicago William Wright - Toronto Omer Reynaud & Co. - Toronto Madisan SPANISH STATION LIST If you have finished the list of Span- ish radio stations that you indicated you were preparing in your 4 June issue. I would appreciate very much receiving two copies of it. This sort of information, when made available, certainly helps both adver- tiser and agency in their basic plan- ning <»f media activities. Alexander D. Coan Media Department Calkins & Holden, Carlock, McClinton & Smith New York • List i>f Spanish radio station- is now avail- able to subscribers. BIG BOUQUET Enclosed you'll find m\ renewal for sponsor. Indeed. 1 couldn't DO with- out it! Thank- for maintaining a magazine that does a good job, consistent Mary L. Scheck Radio-TV Director McDaniel-Fisher & Spelman Akron CANADIAN COMMENTS Sincere Congrats on your special Ca- nadian issue. You handled a some- what complex radio setup with dex- teritj . Ernest Smith Radio Director End n. Wasey of Canada. Ltd. Montreal CONGRATULATIONS! In SPONSOR magazine and Editor Frank Rask) for a splendid reporting joh of radio in Canada. Surely Canadian radio warrants a continued section in your valuable magazine! Frank C. Murray Managei Horace Y. Stovin tV. Company Montreal Congratulations on an excellent pic- lure of Canadian radio. Our onl\ complaints are that you misspelled the name of French Can- ada's top announcer. His name is Rog- er Baulu I picture page 50). The other is that no mention was made of the fact that the CBC, under certain con- ditions, does allow regular per-occasion network broadcasts linking two or more private stations on a commercial or sustaining basis. There are a few of these small per-occasion regional net- works operating regular!) in Canada. Corey Thompson Manager CKVL Verdun. Quebec This corner extends congratulations to SPONSOR and Frank Rasky for the 27 August Canadian Section. We're just a little bit happy, also, to have been cited In sponsor as one of a dozen Canadian stations that does a "dynamic program promotion job. Archie Olson Promotion Manager CKX Brandon. Manitoba We were delighted when we learned that sponsor was going to pubbsh a special seition on Canadian radio. You can imagine the unpleasant shock I received when the Canadian section was published, and I saw that our local competitor is credited with being a Canadian station which does "a dynamic program promotion job for American advertisers." Mv station. CFBC. employs a full- time promotion department. Our com- petitor does not. to the best of my knowledge. I am attaching a letter from Kenyon & Eckhardt. thanking us for a recent promotion job for Kel- logg's which cost us $1,000 approxi- mately. Promotion is our middle word. In fact, CFBC does so much promotion that we are criticised !>\ some other radio stations. If the Canadian section of sponsor is to reach important timebuyers in the I nited States and Canada. I think thai a correction should be made. Other- wise, we shall suffer a great injustice. R. T. Bowm \x Manager CFBC St. John. \eit Brunsu /<7. My sincere,-! congratulations on the Canadian section of your late August issue. \s I told the Western Associa- tion of Broadcasters meeting in Banff. 27 August was a red letter day in Ca- 10 SPONSOR The voice that captured the minds and hearts of millions . . . that charmed or shocked them at will . . . has returned to American Radio with a typical Welles production. Supported by superh dramatic cast, Orson Welles stars as Harry Lime, The Third Man, in "The Lives of Harry Lime." Suspense, Intrigue, Danger and Romance . . . run high in 52 half-hour transcribed stories of the fab- ulous rogue made famous by Orson in "The Third .Man." The great publicity value and positive audi- ence acceptance of Orson Welles as Harry Lime is open sesame to sponsorship. Orson Welles is Back! Background zither music by ANTON KARAS, composer of "The Third Man" theme. Produced by HARRY ALAN TOWERS. LANG-WORT iiiSTiniiimi; colli'. 113 WEST 57th STREET, NEW YORK 19, N. Y. Western Sales Representative Walter B. Davison 14«7* Benefit Street, Sherman Oaks, Cal. Canadian Sales Representative S. W. Caldwell Ltd. 80 Richmond Street West, Toronto Do Some Independent Thinking About Radio Today People who care about their money are doing some hard thinking about radio today . . . some independent thinking. In fact, many national advertisers who formerly bought network radio are finding they get better results when they use the leading independent radio stations. Don't take our word for it— make us prove it. Write to any AIMS station listed below for all the facts. JUST READ WHAT THESE INDEPENDENT , THINKERS SAY: In spot buying fnr cr ■■ Dnu, r j b sterling •'---P:rdrbrr;ts particular market." FRANK MORMrjtv W Buyer, Dance/ ^geraid-SampJe Inc New York " nIVny CafefuJ ""dy 0f Sr- i-ou/s, Mi ssourj THESE ARE THE LEADING INDEPENDENT RADIO STATIONS: WCUE -Akron, Ohio WBMD —Baltimore, Maryland WBNY -Buffalo, New York WJMO -Cleveland, Ohio KMYR -Denver, Colorado KCBC — Des Moines, Iowa WIKY — Evansville, Indiana WXLW —Indianapolis, Indiana WJXN —Jackson, Mississippi KLMS —Lincoln, Nebraska WKYW -Louisville, Kentucky WHHM —Memphis, Tennessee WMIE -Miami, Florida WMIL —Milwaukee, Wisconsin WKDA —Nashville, Tennessee WWSW-Pittsburgh, Pennsylvania KXL —Portland, Oregon WHIM -Providence, Rhode Island WXGI -Richmond, Virginia KSTL —St. Louis, Missouri WMIN -St. Paul, Minnesota KNAK -Salt Lake City, Utah KITE —San Antonio, Texas KSON —San Diego, California KYA —San Francisco, California KING —Seattle, Washington KREM —Spokane, Washington WACE —Springfield, Massachusetts KSTN —Stockton, California WOLF —Syracuse, New York KFMJ -Tulsa, Oklahoma WNEB —Worcester, Massachusetts WBBW-Youn^stown, Ohio WCCC —Hartford. Connecticut They are all members of AIMS— Association of Independent Metropolitan Stations -each the outstanding independent station in its market. Aim for BULL'S-EYE results... with the AIMS GROUP .»»"-°»* 12 SPONSOR nadian radio history. Your presentation of the Canadian scene was incisive, factual, unbiased and a masterful job of commercial re- porting. Today Canadian radio pro- vides the most inexpensive advertising on the North American continent — and \ on proved it! Pat Freeman Director of Sales & Research Canadian Association of Broadcasters Toronto. Ontario BEST FOODS IN CANADA I read with avid interest your excel- lent article on Best Foods' radio and TV expenditures in the 4 June issue inasmuch as they sponsor our Who's Talking? program across-the-board in 11 Canadian markets. While I have no idea as to their ex- penditures in Canada dollar-wise, you can get a general idea what they spend on radio for Nucoa Margarine when you figure they sponsor Who's Talk- ing? for a quarter hour daily across- the-board on 11 Canadian stations and have renewed the show several times since its start 30 October, 1950. Here are the stations and markets Nucoa uses: Vancouver, CKWX; To- ronto, CFRB; Kingston, CKWS; Ot- tawa, CKOY; Peterborough, CHEX; London, CFPL; Hamilton, CHML; Sarnia, CHOK; Chatham, CFCO; St. Thomas, CHLO; Kitchener, CKCR. Incidentally, while it is true that net- work shows (like Sing It Again) of the give-away type are on the wane, local give-away shows are apparently on the increase. As proof, our own Who's Talking? show has been add- ing stations consistently since it first started nearly 5 years ago, until today nearly 100 stations in U. S. and Can- ada are using the show. Hal Tate President Hal Tate Productions Chicago CAMPAIGN LONGER, COST LOWER In the 30 July issue of sponsor, on page 36, which contained WHIM's suc- cess story for Paramount TV, there was an error in the length of the cam- paign. The campaign actually lasted for 17 days, not seven as designated in your story. A seven-dav campaign with total cost at $935 would break 24 SEPTEMBER 1951 down WHIM's cost per spot to con- siderably higher than our actual spot announcement rate. Therefore, we would appreciate your publishing this correction1. Gus Parmet Sales Manager WHIM Providence. R. I. TRANSIT RADIO CASE I have had on my desk for some time your issue of 18 June, which re- veals considerable excitement and ba- sic misunderstanding about the deci- sion of the United States Court of Ap- peals for the District of Columbia Cir- cuit in the so-called transit-radio case. Someone has hit you pretty hard with some silly propaganda. The ruling of the Court is simply that the Constitution of the United States protects one who is compelled to use a monopoly transportation sys- tem from also being compelled, as a condition of riding, to listen against his will and over his objection to textual propaganda disseminated through the bus or streetcar by the transit company. The Court didn't say a word against advertising. The decision prohibits "public service announcements" along with advertising. The constitutional objection is to the forced imposition of verbal matter, not advertising. But your objection to the Court's decision goes much further. You seem to feel that an assault upon forced lis- tening implies an assault upon adver- tising. I am sure you realize that I would not have accepted and prose- cuted a case which was in effect an as- sault upon radio advertising. My cli- ents make their livings from radio ad- vertising and it is my wish and feeling that radio advertising should be en- couraged. I favor it strongly. However, when we come to such a thing as transit radio, we are dealing with an enemy of good radio adver- tising as the industry knows it. Forced listening is an antagonizing thing. It makes enemies for all radio. The tired worker who has to stand up on a crowded bus in order to get home for his usual evening family quarrel gets off the streetcar with a highly aggra- vated case of resistance to radio and radio advertising. Transit radio spoils that man as a sympathetic listener and I Please turn to page 91) Your product can be SOLD on "Smythe's General Store" pro- gram on the independent station most often listened to by Colo- rado housewives. Salesman Pete Smythe, Prop, of "Smythe's General Store" is an- other star on Denver's music-per- sonality station. And Pete has rung the cash register on products from ice cream to Packards. for availabilities wire, phone or write or Radio Representatives, Inc., John New York, Chicago, Buchanan Los Angeles, KTLN San Francisco Denver KTLN lOOO WATTS DENVER'S only independent non-directional station >° °<* 13 SMART BOSS I'VE GOT! HE KNOWS THERE'S MORE SELL ON WRNL! If you really want to get RESULTS IN RICHMOND, VA., then take a tip from smart advertising managers all over the country. They're SOLD on the SELL on "RNL!" You see, WRNL has been on 9I0KC at 5000 watts for over 10 years . . . with the tops in local listening, too . . . and those Ready-To-Buy Virginians have the WRNL Listening Habit. Be a smart boss ... let 'em listen to your story . . . and watch the sales go up! 910 KC - 5 KW WRNL-FM— 102 MC. 50 KW. ABC AFFILIATE RICHMOND VIRGINIA EDWARD PETRY & CO.. INC. NATIONAL REPRESENTATIVES Iripiiir G. V- Coughlan* President G. N. Coughlan Co., West Orange, N. J. Tireless, effervescent Jerry Coughlan finished second to the great trackster, Paavo Nurmi. in the 1928 Olympics: he has been up with die leaders ever since. But now he's pacing the field with a host of his own Coughlan products — Chimney Sweep, a soot destroyer; l)('-\Ioisi. an air drver: Spandy, a disinfectant; and Process 33, a paint brush cleaner and preserver. His method for heating sales competitors to the tape: radio. The G. N. Coughlan Company started by manufacturing the Bean-X stringbean slicer and stringer, then branched out. In marketing Chimney Sweep, Coughlan took to radio immediate- ly. The Fulton Lewis, Jr. commentary on 188 MBS stations intro- duced the soot destroyer in 1943. Cost: $185,000. Later, another controversy-stirrer. Leo Durocher. appeared on ABC's ) our Sports Guest Box in behalf of CoughlaiTs wares. Their efforts were highly successful as an introductorj measure, but Jerry needed something that would sell his seasonal items. Chim- ney Sweep and De-Moist. The answer: spot radio. Coughlan explains: "We believe selective radio is an ideal medium for these products because of the quick impact it can make on the consumer, and because of its extreme flexibility in coping with weather changes. It made Chimney Sweep an overnight success." Coughlan's rapid rise is no fluke. From the time he came to this country in 1932 with the Irish Olympic team I Coughlan is a native of Youghal in County Cork I . his energy and competitive spirit have forged an enviable record for companj products — distribution in 10' i of the nation's hardware, department stores bj 1943: 80S now. Ibis year to keep the home fires burning with Chimney Sweep, the Coughlan Company I via Lewin. Williams & Saylorl is spending sl.">( 1.000 in selective radio 'cross-country: 80' < of (he ad budget. Jerrj Coughlan himself sits down with timebuyers and station repre- sentatives to pick stations; his ability to pick good buys is uncanny. In bis mid forties. Jerry Coughlan continues to astound friends and business rivals with bis boundless energy. The man who finished second to Nurmi. the Flying Finn, some 23 years ago, still stars sportswise. His latest exploit: winning the "Outstanding Angling Achievement Award'' of the Metropolitan Miami Fishing Tournament for the past three years — a feat never before accomplished. *Jerry Coughlan (r.) receives fishing trophy from Captain Eddie Rickenbacker. H SPONSOR IN MEMPHIS RIGHT NOW WD C P n C if is a better buy than ever before in its his- tory. The advertiser gets more in coverage. More in prestige. According to Dun & Bradstreet, Memphis is one of the 20 fastest growing cities in the nation today. Capitol of the rich 76 county Memphis Market, largest market area in the South, the key to a 2 bil- lion dollar retail buying potential, and 13th in the nation in wholesale volume of trade. WREC is the No. I station in this area. It is the Right Medium for Right Results. WREC Rate, in Cost Per Thousand Listeners, has gone down 10.1 ",, compared with 1946. RADIO FAMILIES 1946 1949 RADIO HOMES COVERED 404,560 448,890 BASIC HOUR RATE $250.00 .61 $250.00 .55 COST PER 1000 HOMES Figures Quoted liased on Latest Aval able BMB Met isurements WREC HOOPER RATINGS AVERAGE HIGHER THAN ANY OTHER MEMPHIS STATION SURVEYS SHOW RADIO REACHES FURTHER . RADIO COSTS LESS RADIO DELIVERS MORE than Ever Before Affiliated with CBS- 600 K.C. 5000 WATTS. wrec memPHis no. i statu Represented by THE KATZ AGENCY, INC 24 SEPTEMBER 1951 15 Bell-Ringer in BRIDGETON When is 5,000 watts more than 5,000 watts ? When it's first on the dial ! Operating at 560 kilocycles, WFIL's 5,000 watts provide coverage equal to twenty times the power at double the frequency . . . 100,000 watts at 1120 kilocycles. Bridgeton's Liberty Bell rang tidings of freedom in 1776. WFIL BLANKETS BRIDGETON... Bridgeton's history goes back to 1716. But you don't have to go that far to realize that Bridgeton is a market worth having. Political center of New Jersey's leading farm county, seat of 45 manufacturing plants, home for more than 18,000 people . . . Bridgeton today sells $28 million worth of goods through 356 retail outlets. Back up your merchandising with a voice that carries — WFIL. Its penetrating signal regularly pulls two-thirds of Bridgeton's radio families . . . and 58 per cent of all radio homes in prosperous Cumberland County. Schedule WFIL. d ALL of America's 3rd Market elD C. F. SEABROOK, Farmer— Leader in a leading farm counry, Seabrook Farms grows and packs fine frozen foods. Cumberland County farmers prosper; gross $37,000,000 a year. HAROLD W. BALBIRNIE, Druggist — Bridgeton drug stores are social centers, too. Establishments like H. H. D. Balbirnie and Son sell $517,000 worth of goods a year. MARY B. ROBERTS, Farmer's Wife — Sell her ! For Bridgeton-area farm families average $11,256 in annual retail spending . . . 165 per cent more than the national farm average. AND THE 14-COUNTY TRADE AREA You get the most for your radio money in Bridgeton with WFIL. And it's the same story throughout Philadelphia's vast 14-County Retail Trading Area, where WFIL's signal is strongest. It's America's 3rd market because here are 4,400,000 people, more than $6 billion in purchasing power, a high income level ($5,345 per family). It's your market when you sell through WFIL, reg- ular stop on two out of three dials in this rich, sales-producing zone. And WFIL brings you in a winner, too, in a huge bonus area reaching way beyond the 14 counties. Schedule WFIL. J. ELMER MULFORD, Auto Dealer — Bridgetonians spend $5,126,000 a year on automobiles, buy from dealers like Mr. Mulford, treasurer of Elmer D. Mulford, Incorporated. fotfs*cto*e*—l 1st PRIZE A Plymouth Suburban Station Wagon 2nd PRIZE An Ampex Model-400 console tape recorder Next 5 PRIZES Ekotape Model -111 portable tape recorders HERE'S HOW TO WIN JJMJ National Recognition for Your Merchandising Skill fJJMJ More Business )$Mffu Valuable Prize The Purina Farm Radio Promotion Contest is open to every radio station in the United States that broadcasts a Purina Chow program for the Ralston Purina Company or for any of its Purina Chow dealers. All such stations, no matter how small or how large, have an equal chance to win. Prizes will be awarded to the stations which, in the opinion of the judges, have done the most consistent, effective and original promotion campaign on a Purina Chows program to attract farm listeners and to increase the selling power of the program during the period between October 1 and December 15, 1951. Full con- sideration will be given to the merchandising facilities available to each entrant. Entries should be submitted in scrapbook form and should include samples of all newspaper ads, billboard copy, mailing pieces and courtesy announcements . . . photographs of window or lobby displays, dealer meet- ings and special stunts . . . reports on dealer and Purina customer contacts made during the contest period. Entries should be sent to Mr. Maury Malin, Chow Ad- vertising Manager, Ralston Purina Company, Checker- board Square, St. Louis 2, Missouri. All entries must be postmarked not later than midnight December 15, 1951. All entries, and the ideas contained in them, will become the property of the Ralston Purina Company. No entries will be returned. Judges will be Mr. Sol Taishoff, editor and publisher of Broadcasting magazine; Mr. Norman R. Glenn, editor and publisher of Sponsor magazine; Mr. Phil Alampi, presi- dent of the National Association of Radio Farm Directors; and Mr. Gordon M. Phil- pott, vice president in charge of advertising for the Ralston Purina Company. The decision of these judges will be final. Contest subject to federal, state and local regulations. Winners will be announced on or about February 1, 1952, Helping Rural America Produce More . . . And Live Better . . . Since J 894 New and renew 24 SEPTEMBER 1951 I. IVeit? on Radio Networks SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration American Trucking Associa- tion Book Associates Bristol-Myers Co Bristol-Myers Co Carnation Co General Electric Co Gillette Safety Razor Co Hudnut Sales Co Inc Kellogg Co Kellogg Co Miller Brewing Co Philip Morris & Co Philip Morris & Co Philip Morris & Co Prudential Insurance Co of America Wesson Oil & Snowdrift Sales Co Blow Huher Huge Doherty, Clifford & Shenfield Young & Rubicam Frwin, Wasey Maxon Maxon Kenyou & Eckhardt Kenyon & Eckhardt Kcnyon & Eckhardt Mathisson and Associates Cecil & Presbrey Cecil & Presbrey Cecil & Presbrey Calkins & Holden, Car- lock, McClinton & Smith Eitzgerald NBC 167 CBS 63 ABC ABC CBS CBS 102 18S MBS 545 ABC ABC 230 ABC 230 MBS ABC 300 ABC ABC ABC 271 NBC 53 American Forum of the Air; Sun 2:30-3 pm ; 23 Sep; 39 wks Magic of Believing; Sun 1-1:15 pm ; 30 Sep Break the Bank; M, W, I 11 130 ani-noon; 2 1 Sep ; 52 wks Mr. District Attorney; 1 9:30-55 pm : 21 Sep: 52 wks Stars Over Hollywood; Sat 12:30-1 pin ; S2 wks Football Roundup; Sat 2:30-5:30 pm; 29 Sep; 8 wks World Series; W or Th 12 :45-conclusion ; 3 or I Oct to conclusion Walter Winchell ; Sun 9-9:15 pm ; 9 Sep; 52 Mark Trail; M. W, F 5:30-55 pin; 1 Oct; 52 wks Victor Borgc; M. W, F, 5:55-6 pm : I <>< I : >2 .News; M-F 7:55-8 pm; 1 Oct; 52 wks Against the Storm; M-F 10:45-11 am; 1 Oct: 52 wks Break the Bank; T. Th 11:30 am-noon ; 2 Oct: 52 wks The Strange Romance of Evelyn Winters; M-F 3:45-4 pro; 1 Oct; 52 wks Jack Berch Show; M-F 12-12:15 pm ; 24 Sep; 52 wks Dr. Paul; M-F 1:45-2 pm ; 3 Sep; 52 wits 2. Renewed on Ratlio Networks SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration American Cigarette ci Cigar Co American Home Products Corp American Home Products Corp Armstrong Cork Co Association of American Railroads Champion Spark Plug Co Chrysler Corp < DeSoto div) Coca-Cola Co Cream of Wheat Corp Electric Auto-Lite Co General Foods Corp Goodyear Tire A Rubber Co Gulf Oil Corp Hall Brothers Inc H. J. Heinz Co Liggett & Myers Tobacco Co Liggett & Myers Tobacco Co P. Lorillard Co Miles Laboratories Inc Miles Laboratories Inc Pet Milk Co Pet Milk Co R. J. Reynolds Tobacco Co Serutan Co Voice of Prophecy Inc Whitehall Pharmaral Co Whitehall Pharmaral Co >s,< |l John F. Murray John F. Murray BBDO Benton ci Bowles MacManus. John & Adams BBDO D'Arcy BBOO Cecil & Presbrey Benton & Bowles Young & Rubicam Young & Rubicam Foote, Cone & Belding Maxon Cunningham & Walsh Cunningham & Walsh I .mi. i. & Mitchell Geoffrey Wade Geoffrey Wade Gardner Carflncr William Esty Roy S. Durstlne Western John F. Murray- John F. Murray NBC 169 CBS 175 CBS 175 CBS 181 NBC 171 ABC 287 NBC 167 CBS 185 CBS 149 CBS CBS 181 157 ABC NBC CBS 118 178 ABC CBS 190 NBC 168 ABC CBS CBS NBC 101 149 152 NBC 152 ABC ABC MBS 320 NBC 130 NBC 130 Big Story; W 9:30-10 pm; 26 Sep; 52 wks Romance of Helen Trent: M-F 12:30-45; 17 Sep ; 52 wks Our Gal Sunday; M-F 12:45-1 pm ; 17 Sep; 52 Theatre of Today; Sat 12-12:30 pm ; 22 Sep; 52 wks Railroad Hour; M 8-8:30 pm : 1 Oct; 52 wks Champion Roll Call; F 9:55-10 pm ; 28 Sep; 52 wks You Bet Your Life; W 9-9:30 pm ; 3 Oct; 52 wks Edgar Bergen Show; Sun 8-8:30 pm; 30 Sep: 52 wks Let's Pretend; Sat 11:05-30 am; 15 Sep; 52 wks Suspense; M 8-8:30 pm ; 1 Oct; 52 wks Wendy Warren and the News; M-F 12-12:15 pm; 17 Sep; 52 wks The Greatest Story Ever Told; Sun 5:30-6 pm ; 23 Sep; 52 wks Counterspy; Th 9:30-10 pin; 4 Oct; 52 wks Hallmark Playhouse; Th 8:30-9 pm; 6 Sep; 52 wks The Adventures of Ozzie & Harriet; F 9-9:30 pm; 28 Sep; 52 wks Bing Crosby; W 9:30-10 pm ; 3 Oct; 52 wk. Dragnet; Th 9-9:30 pm ; 4 Oct; 52 wks The Original Amateur Hour; Th 9-9:45 pm; 27 Sep; 52 wks Hilltop House; M-F 3-3:15 pin; 1 Oct; 52 wks Curt Massey; M-F 5:45-6 pm ; 1 Oct; 52 wks Marv Lee Taylor; Sat 10:30-11 am; 20 Oct; 52 wks Fibber MeCee & Mollv: T 9:30-10 pm ; 23 Oct: 52 wks Richard Diamond. Private Detective: F 8-8:30 pm: 5 Oct; 52 wks Victor H. Lindlahr; M-F 12:15-30 pm: 17 Sep; 52 wks Voice of Prophecy; Sun 10:30-11 pm ; 30 Sep; 52 wks Just Plain Bill; M-F 5-5:15 pm; 24 Sep; 52 wks Front Page Farrell; M-F 5:15-30 pm ; 2 1 Sep; 52 wks • In next issue: New and Renewed on Television (Network and Spot); Station Representation Changes; Advertising Agency Personnel Changes Numbers after names refer to category in New and Renew: John Blair R. D. Buckley R. E. Eastman G. J. Higgins Ed Hochhauser (4) (4) (4) (4) 14) New and renew 24 September 1951 3. New National Spot Radio Business SPONSOR PRODUCT AGENCY STATIONS-MARKET CAMPAIGN, start, duration Numbers after names refer to category in New and Renew: Howard Peterson L. H. Rogers Owen Saddler Jim Yerian S. K. Ellis, Jr. Philip Morris & Co Spud Cigarettes Motorola Co XV, radio sets National Carbon Co Prestone anti- freeze Norwich Pharruacal Pepto-Bismol Co Biow (N. Y.) Hull. i ....11 & Ryan (N. Y.) William Esty (N. Y.) Benton & Bowles (N. Y.) Test >uk I 84 mkt- 100 .nk i - addtl 5<> mkts l-min annrmts; 1 Oct; 13 wks l-min annciuts; 21 Oct; 6 wks 6-see weather tie-ins; Sept to 31 Dec Anncmts; 24 Sep; 15 wks 4. National Broadcast Sales Executives NAME FORMER AFFILIATION NEW AFFILIATION Aaron Reckw ilh John Blair William C. Brcarley Richard 1). Buckley Jim Callaway Arthur 15. Church Jr Rohert E. Eastman Gordon Gray Roy W. Hall George J. Higgins Edward Hochhauser Rohert I . Hyland Nona Kirby Ernest F. Oliver Howard Peter-on Jark Peterson Richard A. R. Pitikhai L. H. Rogers Owen Saddler Dan Schmidt William Shaw T. R. Shearer Jim Yerian WAGE, Syracuse, com nil mgr John Blair & Co, Chi., pres WOR, N. Y^ acct exec John Blair & Co, IN. Y., vp, N. Y. office mgr WBAP-TV, Ft. Worth, newsreel editor WBBM, Chi., member sis staff John Blair & Co, N. Y., acct exec WJR, Detroit; WGAR, Cleve.; KMPC, L. A. (Gray heads N. Y'. sis, svc office for these stns) CBS Radio Sales, N. Y., acct exec tv sis staff KMBC, K. C, Mo., sis vp Muzak Corp, N. Y. (Associated Program Service div), field representative WBBM, Chi., member local sis staff WLAW, Boston, regl sis mgr WESB, Bradford, Pa., gen sis mgr KM A, Shenandoah, la., sis mgr Barnes Chase Co, San Diego, radio-tv dir N. Y. Herald Tribune, N. Y., circ mgr, dh* WSAZ-TV, Huntington, W. Va., mgr May Broadcasting Co, Shenandoah, la. (KMA, KMTV), gen mgr WOR-TV, N. Y., member sis staff CBS Radio Sales, N. Y„ eastern sis mgr A. C. Nielsen Co, N. Y., vp Ross Cleaners, Columbus, pub rel dir United Television Programs, N. Y., gen vis mgr Same, chairman of board Hollingbery, N. Y., member sis staff Same, pres Brown Radio Productions, St. L., handle Ralston Purina adv KMBC, Kansas City, Mo., member prog sis staff Same, vp, N. Y\ sis mgr Same, also vp WCCO, Mnpls., sis mgr Same, vp, managing dir Same, sis mgr KMOX, St. L., asst to gen mgr Same, gen sis mgr WDOS, Oneonta, N. Y., stn mgr May Broadcasting Co, Shenandoah, la. (KMA, KMTV), sis vp Hollingbery, N. Y., member sis staff NBC-TV, N. Y., planning mgr WSAZ, WSAZ-TV, gen nrgr Same, also exec vp CBS Radio Network, N. Y., acct exec KNX, L, A., gen mgr Same, also head sis, svc Nielsen radio-tv indexes WBNS, Columbus, prom dir 5. Sponsor Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION Stanley M. Abrams F. E. Bensen Jr Sherman K. Ellis Jr J. N. Rager Emerson Radio c» Phonograph Corp, N. Y.. TV sis mgr Canada Dry Ginger Ale Inc. N. Y., asst adv mgr license dept adv Duane Jones, N. Y., acct exec Erwin. Wasey & Co. N. Y. Same, acting sis dir Same adv mgr General Foods Corp, N. Y. (Maxwell House div). prod mgr for Sanka, Instant Sank a. Kaffee Hag Simon iz Co, Chi., asst adv mgr 6. New Agency Appointments SPONSOR FRODUCT (or service) AGENCY V m eric an Scientific Laboratories, Madison, Wis Barcolene Co, Boston Buckeye Brewing Co, Toledo Peter Fox Brewing Co, Chi. II. .ward Food Products Co, North Andover, Mass Ice Sales Corp. N. Y. Mutual Life Insurance Co of New York, N. Y. Peavcj Paper Mills, Lady smith, Wis. Ramfjeld X Co, N. Y. Reliable Packing Co, Chi. Dean Ross Piano Studios, N. V. Alexander Smith Inc, Yonkers, tV. x. J. P. Smith Shoe Co, Chi. Stegmaier Brewing Co, Wilkes-Barre Wisconsin-Michigan Steamship Co, Mil* Animal biologies Barcolene all-purpose eleane Buckeye beer Fox deluxe beer Mayonnaise Jene home permanent wa\ c Life insurance firm White Sail tissue Danish cheeses Realite shortening Piano playing courses Rug manufacturer Slme manufacturer Gold Medal beer Freight-pass* nger iransportatio Arthur lowell, Madison Ingalls-Miniter Co, Boston W, B. Doner & Co. Detroit Fletcher D. Richards, Chi. Daniel F. Sullivan Co, Boston Sh erwin Robert Rodger- and Asso- ciates, N. x . Benton & Bowles, N. Y. Maxwell, St. L.; Gordon-Marshall Inc, St. L. (White Sail tissue adv) Gordon Baird Associates, N. Y. Sidney Clayton & Associate-. Chi. R. T. O'Connell Co, N. Y. J. Walter Thompson, N. Y. Price, Robinson it Frank, Chi M .i< M .Mm John & Adams, N. ^ . Arthur Meyerhoff & Co. Chi. lb irtk&ytO inch®? MICROGROOVE transcriptions give you 15-minute programs on 10-inch records- save space, trouble, money! Now — full 15-minute broadcast transcriptions only 10 inches wide — through the miracle of MICROGROOVE! Columbia cuts the record size — cuts the cost amazingly — as actual case histories testify! • Cuts costs ... as much as half! • Smaller disc . . . full 15-minute program! • Big savings on packing and shipping costs! • Easier handling and storage! • Famous Columbia quality throughout! CASE HISTORY #2 See How One Client Saved 45%'. (52 Weeks-65 Stations) Processing Pressings. Packing- • Shipping • old 16" Transcription $4,680.00 7,098.00 456.30 3,092.70 Microgroove $3,120.00 4,056.00 289.52 1,041.30 $15,327.00 $8,506.82 $15,327.00 8,506.82 ^£2018 Savings per year = 45% ♦ full detail" on .•quest COLUMBIA TRANSCRIPTIONS los Angeles— 8723 Alden Drive, BRadshaw 2-5411 • New York— 799 Seventh Ave., Circle 5-7300 • Chicago— 410 North Michigan Ave., WHitehalU-6000 Trad* Marki "Co/umbi'o," "Mo$fwwork$," Of, ® K*g. U.S. Pat. Off. Marcai Regiitradai 24 SEPTEMBER 1951 21 Mister PLUS shows what to do To have your cake and eat it too . . . * „-., ^SJULAJp0i s imply reach more radio listeners at half the cost . . . and do what you please with the savings. Simply? Yes— on Mutual. The average Sunday afternoon pro- gram on the Mutual Network (up to 7 p.m.) regularly delivers half a million more listeners than the four- network-average evening program all week— at 52% of the four-network- average evening time cost. With an average audience of over iR-^i^^y^JoXr^. 8,800,000 a week, vou take the cake. And with an average saving of over $4,800 a week, it's yours to eat, too. Why not help yourself to a slice of Sunday afternoon on Mutual ? the difference is MUTUAL! The Broadcasting System ft 6-9600 -NEW YORK 18, N.Y. WH 4-5060-CHICAOO II, III, Hom«i Reoch«d Data: NRI, Oct.. '60-Apr . '51. llitenen ptr S«» Coto ARB, Feb., 'it. SPURRED It ?#r/. Represented By John Blair & Co. Harry E. Cummings Southeastern Representative No. 1 CBS Station For The Spartanburg- Greenville Market Roger A. Shaffer Managing Director Guy Vaughan, Jr. Sales Manager 5,000 WATTS 950 KC South C aroiina's Oldes t Station SPARTANBURG, S. C. Glenn Snyder, WLS qen. mqr. (r.) talks shop with merchandising plan sponsor S(*e; "Now big-cily stations swing to mer- chandising" ISSUCS ' '' August 1951, p. 25 Subject! Aggressive radio stations give spon- sors that something extra with point-of-sale displays Advertisers are now getting more aggressive station merchandising aid at the point-of-sale. And at merchandising-minded WLS in Chi- cago this summer saw the launching of a special food store plan. From 4 June to 15 September the station broadcast Hello, Home- makers, a 15-minute housewives' show. Seven chain store groups sponsored the program in turn for a two-week period at no actual cost to them. During their participation they used Hello Homemakers for whatever purpose they wished. In return, the stores cooperated in point-of-sale plugging of food products advertised on WLS. WLS strengthened the sales barrage with these extras: daily plugs on National Barn Dance, and WLS Feature Foods' Martha and Helen. Under this summer plan there was a three-way benefit: the WLS advertiser's product was pushed in 2,024 stores; chains cashed in on increased store traffic; WLS made friends in the important food industry. Advertiser reaction has been enthusiastic since sponsor first re- ported on the plan. National Tea Company of Chicago reported. ". . . our Wox\(\ Leadership Sale, sparking WLS-advertised brands, in cooperation with your station, was one of the most successful sales and prestige-building promotions we have experienced this year . . . our promotion with WLS was staged in early June when food sales are generally on the downgrade. However, the increased sales re- ported by our company for this period stand as proof positive that this promotion did pay off regardless of the season or the trend." Grocerland Co-Operative. Inc., with 170 member stores, reported the WLS merchandising plan acting as a sales stimulant during the seasonal business decline. Anthony C. Karlos, manager of Grocer- land Co-Operative, said: "We were amazed at the decided increase in grocery sales during the WLS promotion for the week allotted us . . . it was the best volume week we have had for the similar week period sirwe July 1946. This is indicative of only one thing, the promotion you gave us with your excellent radio coverage." The plan's success both advertiser and station-wise ma\ lead to its use on a year-'round basis. 24 SPONSOR ^zadjjuatfeM. for £ri&ti&tnm&nC IN BALTIMORE ' "Tfuz, mux, of ocd2tvmrt&' NATIONAL More top-rated network radio shows than any other Baltimore station LOCAL Strong local programming delivers big audiences for advertisers— MUSICAL CLOCK HOLD EVERYTHING YOUR FRIENDLY NEIGHBOR MELODY TIME GLORIA SWANSON SHOW ALL STAR PARADE SPOTLIGHT ON SPORTS CBS BASIC • 5000 WATTS • 600 KC • REPRESENTED BY RAYMER 24 SEPTEMBER 1951 25 WBZ COMES THROUGH FOR STILL AHOTHER ADVERTISER IH THE DRUG FIELD! Recently a maker of hand creams offered samples of his product on early morning participation programs in 20 major markets. Replies cost the advertiser an average of lie each. On WBZ, the cost was 4c each. That's typical! For drugstore items, as for so many other types of products, the key to sales action in busy New England is WBZ. Get details now from WBZ or Free & Peters. 50,000 WATTS NBC AFFILIATE WBZ BOSTON I WelUnxjAauAje Radio. £tcUio*U 9nc KDKA • WOWO • KEX • KYW • WBZ • WBZA • WBZ-TV National Representatives, Free & Peters, except for WBZ-TV; for WBZ-TV, NBC Spot Sales 26 SPONSOR turning back to radio After plunging whole-hog into TV. many national advertisers are buying baek into radio — seeking a media ha la nee. Two typical eases are Hudson Paper and Quaker Oats I . Hudson Pulp & Paper Corp. In the fall of 1950 Hudson Pulp & Paper was spend- ing 80% of its $600.000-a-year ad budget in spot radio. The rest went to newspapers. It was then that Hudson took a close look at TV. began thinking about the impact that live demonstrations of Hudson napkin strength and durability would have on housewives. In December, 1950 the firm took its TV plunge, lining up 30 CBS-TV stations for a network show — Bride & Groom. The twice-weekly. 15-minute telecastings of weddings taking place shot a house-sized hole in Hud- son's budget. Only three out of 38 radio stations sur- vived the readjustment. But came spring, 1951. and one of Hudson's periodic gimmick promotions was launched. This one, an offer of a set of Hudson nap- kins free on request, was trumpeted via all Hudson air shows. The seven Hudson radio stations (foui were added between January and June, 1951 I turned up such terrific mail responses that Hudson did a double-take. The firm is keeping its TV show, but plans to buy back its entire pre-TV spot radio schedule. For full-length story, see next page t 24 SEPTEMBER 1951 2. Quaker Oitts Company After 20 solid years of network radio sponsorship, Quaker Oats Company of Chicago last fall suddenly began cancelling out its four radio shows and started bankrolling four TV programs. It looked as though the Windv Citv's AM stalwart was deserting radio after a long and happy marriage. This fall, though, the multi-millionaire Quaker gentleman has had a change of heart. The sponsor is still romancing TV, but it's also returned to radio with a lineup of four shows, Man on the Farm, Challenge of the ) ukon, Answer Man. and Breakfast Gang. On TV. it continues with Gabby Hayes Show, Gabby Hayes Movies, Zoo Parade and Garry Moore Show. F.xplains Charles White, public relations director for Quaker: "We haven't lost faith in radio. It's just thai we started last year diverting radio money into TV. in order to begin exploiting TV's terrific impact. But currently, we've seeminglv reached our saturation point in TV spend ing, and are ploughing into radio again. We think that radio and television are both good selling media." Full-length story appears on page '.iO P 27 over-all Is it smart for a medium- sized advertiser to embrace TV — if this means emasculating a long- standing and highly successful radio schedule? One such advertiser. Hudson Pulp & Paper Corp.. made its own acid test and decided it wasn't. This is the sto- ry behind Hudson's return to spot ra- dio. About a year ago Hudson (at press- time seeking a new ad agency to re- place Duane Jones, Inc.) became firm- ly convinced that network TV had just what was needed to sell the company's line of paper napkins. Their reasoning ran somewhat like this: 1. We can still get a decent show and time slot now, but if we wait, who knows? 2. TV has a 45% saturation in the market area where our napkins are sold, much higher than the national average. 3. Paper napkins are mainly used by city-folk — just the audience reached by TV. 4. On television we can actually demonstrate the quality of Hudson napkins; their strength, softness, and power of absorption. There was onlv one hitch. It would Groom," twice-weekly on CBS-TV, us Tremendous mail response to offer, as show left, convinced Hudson radio retains its pul ing power; firm is re-buying snot «<-hedul iiiImiii paper: lluclson dropped most of its spot radio to buy into network TV. But after an epochal mail-pull test, firm is buying baek its AM schedule require over half of Hudson's $600,000 ad budget to swing such a network show, even though the line-up was lim- ited to 30 stations east of the Mississip- pi. Where would the money come from ? In the fall of 1950 Hudson had 80% of its advertising money in radio, the remaining 20% in newspapers. New England and the Middle-Atlantic states were saturated by 38 stations, most carrying an average of four announce- ments per week. Programs were used in New York. John Gambling over WOR; in Philadelphia, Leroy Miller over WFIL; in Baltimore, news on WFBR; in Washington, D. C, news on WRC. The shows were helping Hud- son to do twice the combined business of all its competitors in many of the Hudson markets. Despite net sales of $22,783,499 dur- ing fiscal 1950 (year ended 31 August 19501. Hudson felt it couldn't afford a greatly increased ad budget. There was only one other place to get the money — from the newspaper and radio schedules. By January 1951 only three radio stations out of the original 38 were still on the Hudson payroll. All but two of the 35 newspapers were dropped. On 25 January 1951 the company unveiled its TV show for the first time. It was Bride & Groom, m.c.'d by John Nelson on Tuesdays and Thursdays from 3:15 to 3:30 p.m. over a 30-sta- tion CBS-TV hook-up. What Hudson actually did was to adapt the already successful five-year-old radio show, Bride & Groom, to television. Beginning with an interview of the couple to be married, the TV version shows the wedding ceremony taking place; then winds up with a few words of advice from an elderly couple mar- ried 50 years. There's a strong give- away angle to the program too. Wed- ding rings, gowns, clothing, appliances, and a complete honeymoon are show- ered on the newly-weds. During the spring of 1951 Hudson paper napkin promotion was restricted to the TV program, the small group of radio stations which had survived the economy drive, plus four other stations added since 1 January. It was in May that the company decided on a dra- matic giveaway gimmick to perk up sales. Gimmicks were nothing new to Hudson — housewives in Detroit. Al- bany. Schenectady, Troy, and Harris- burg had in the past been offered a dollar bill for a set of box-tops from five items in the Hudson line. For this offer, however, the com- pany resolved to hand out, free, 1,000.- 000 packages of napkins. And they planned to spread the word as far as possible by putting all of their broad- cast advertising behind the offer. This is what Hudson hoped to accomplish with the mammoth giveaway, accord- ing to admanager Richard C. Staelin: "1. We wanted to broaden our sales base. We're not even close to reaching the full sales potential for paper nap- kins. "2. We wanted people to sample our fancier types of napkins — guest, rain- bow, and damask napkins — so they'd 'trade-up' the line. "3. Here was a good chance for us to build goodwill among consumers. "4. The offer would increase dis- tributor sales and profits, since we planned to pay them up to 5£ per package profit plus 2(* for handling. "5. We also wanted to see how well our advertising media were doing; not necessarily how radio and TV com- pared, but how each individual pro- gram was actually performing." On 7 June viewers of Bride & Groom over each of the 30 CBS-TV stations (Please turn to page (>l I ppeal to attract housewives. Napkin commercials dovetail with demonstrations Iff .VfCflMff/Cf* Richard C. Staelin, II ml son Pulp & Paper Since Dick Staelin took over advertising at lluclson 20 December 1949, the firm's ail budget has jumped from $225,000 a year to over $700,000. Staelin has been with the paper firm for four years, began as New ^ ork division sales manager after leaving Grocery Store Prod- ucts Co., where he was advertising manager. An active sportsman, Staelin i> seventh ranking national amateur badminton player. He also plays golf and tennis. 1 Quaker lliiis Company's sponsorship record reads like a history of radio. Now in network • TV, it resumes extensive AM schedule \\ hen thai colossus "I the cereal-pancake flour-and- ■"% animal food industry, Quaker Oats Company of Chicago, started gobbling up TV shows last fall, the Cassandras along Michigan Boule- vard and Madison Avenue predicted it was the beginning of the end of its ra- dio sponsorship. The calamity-howlers forecast that the advertiser's two cele- brated product symbols — the benevo- lent gentleman in Quaker garb, and the benign pancake flipper, Aunt Jemima — would no longer peddle their wares on radio, as they had for 20 years at an expense of over $25,000,000. At first, it seemed as though radio's breast beaters were grimly accurate. In fairly short order, the Quaker Oats Company picked up the tab for the Sunday half-hour Gabby Hayes Show on NBC-TV; 15 minutes of Gabby Hares Movies running Monday and Friday on NBC-TV; the Sunday half- hour Zoo Parade on NBC-TV; and a 15-minute Tuesday and Thursday seg- ment of the Garry Moore Show on CBS-TV. Almost with the same speed as it shoots its puffed rice through guns, Quaker Oats cancelled out of the radio shows Roy Rogers on Mutual; Quick as a Flash on ABC; The Lou Childre Show on CBS; and Grady Cole and the Johnston Family on CBS. Clearly, the criers of doom said. Quaker Oats was disenchanted with radio forever. TV, you know, is the coming thing. They're smart in get- ting in on the ground floor. This fall, now that the cannon smoke is cleared, it turns out that the Cassan- dras were weeping in their cocktails needlessly. Quaker is still continuing its impressive TV schedule (except that the Tuesday segment of the Gar- ry Moore Show is dropped ) . But it's also displaying faith in radio by add- ing a half-hour sponsorship to its cur- rently scheduled 30-minute Man on the Farm on Mutual this October; also this October adding a half-hour Tues- day sponsorship to its 30 minutes of Challenge of the Yukon each Thurs- day and Sunday on Mutual; and this month it begins bankrolling, too, the 15-minute Answer Man Monday. Wed- nesday, and Friday on 45 stations of Two shows out of Quaker's 21-year radio history 1934: Sultan of Quaker's "Babe the Don Lee Network; and the 15- minute Breakfast Gang Tuesday and Thursday on 45 stations of the Don Lee Network. What's responsible for Quaker's blow-hot, blow-cold changes in air ad- vertising strategy? Charles E. White, public relations director for the multi- million-dollar Chicago titan, explained it to sponsor this way: "We haven't lost faith in radio. It's just that we started last year divert- ing radio money into TV, in order to begin exploiting TV's terrific visual impact. But currently, we've seeming- ly reached our saturation point in TV spending, and are ploughing into radio again. We have no measuring stick on the relationship of air advertising to the growth of sales for any specific products. However, on the basis of 21 years experience on the air, we think that radio and television are both very excellent selling media." Quaker's canny advertising director, Donald B. Douglas, who began with the company in 1914 as a grain sam- pler, is reluctant to release figures on the Quaker advertising outlay. How- i>wat Ruth' ew bambino fans on Boys' Club," NBC I9.H7: Family audience howled at antics on Quaker's "Kaltenmeyer's Kindergarten" Expanding Quaker Co. (sales, $194,000,000)) rea. global market: even African Zulus merchandise g< ever, other sources show it's plenty. Last year, according to Publishers Information Bureau, Quaker spent over $4,746,000 in advertising— $2,537,000 for radio, $350,000 for TV, $1,119,000 for slick and farm magazines, and $738,000 for Sunday supplements. Ac- tually, since PIB gives only time and not talent costs, the sponsor's radio and TV outla\ was much greater, sponsor estimates Quaker last year spent over $3,000,000 for radio and over $1,000,- 000 for TV. Since Quaker only began buying in- to TV last October, naturally its expen- ditures this year show a reversal. Ac- cording to PIB (again counting only time, and not talent costs). Quaker during the first six months of 1951 spent a total of $2,603,081 on adver- tising—$1,138,000 in TV, over $604,- 000 in radio, $687,800 in magazines, $173,000 in Sunday supplements. Tak- ing into consideration its new radio acquisitions and counting both time and talent, SPONSOR estimates that dur- ing the next 12 months Quaker will spend over $2,500,000 in TV and over $1,500,000 in radio. It's hard to get a clear picture of Quaker's competitive status, because it has so many irons in the fire of indus- try. Most people associate Quaker Oats with oatmeal, the company's original product. But the name is now connect- ed with more than 200 different prod- ucts, ranging from Petti Johns Rolled Wheat to Smith's Best Enriched Flour. While some Quaker brands are market- ed reoionally. its leading brand names are distributed nationally — Quaker ce- reals and grain. Aunt Jemima readv- mixes. pancake flour and corn oil. Ful- O-Pep livestock and poultry feeds. I Please turn to page 70 I Ad Manager Donald B. Douglas, Quaker Oats Company Ad Manager Donald B. Douglas be- gan with Quaker as a grain sampler in 1914, and worked up through the sales foree, from pavement-pounder to Assistant Sales Manager. Born 27 September, 1892, Cedar Bapids, la., he graduated Princeton (elass of 1914). His father, James Henderson Douglas, was Quaker's 1st vice-pres- ident. He has home in Lake Forest, III.; has two sons, one a doctor. Quaker comes back strong with tour AM shows Don Lee "Breakfast Gang" hits family dining "Answer Man" snags quiz game addicts Man on Farm" gets hoosier hen breeders MBS "Challenge of Yukon" sells to small fry Quaker is also continuing four TV programs Cowboy yarn-spinner on "Gabby Hayes Show," "Gabby Hayes Films," lures kiddies, papas NBC "Zoo Parade" draws 60fr adult fans. CBS "Garry Moore Show" woos whole family Production Assistant 3. Scenic Designer 4. NBC-TV Producer Director 5. Costume Designer ?ass; t *»-/!" • » 1. NBC-TV Cost Estimator -=-ar •-*.■ 6. NBC-TV Production Co-or $ ■n^^B^^^H KeM <© TV cost-cutting: Planning productions far in aclrancc of air (faff I. NBC-TV Cost Estimator William Hunt will figure latest prices on "Gabby Hayes Show" TV essentials. Then, costs can be trimmed if too high 2. Production Assistant Alice Mid- dleton must guard against money wastes through accidental oversights in production details of Quaker show .'{. Scenic Designer Richard Senie's job is to plan sets within show's bud- get, be on hand to cut them down if budget begins to run over limit I. NBC-TV Producer-Director Vincent J. Donehue is the key figure. He must decide just where cuts must be made. Others help to decide just how .». Costume Designer Jocelyn may have to simplify, or change costumes to meet show's budget limits if they prove too expensive, or too scarce l». NBC-TV Production Co-ordinator William Hawley links the Gabby Hayes series to the TV supply serv- ices, always watches for cost errors What TV has learned about economy You can't do a thins*; about spiralling time costs. But here's the way to save materially on production expenses Three ways to save TV money tor the sponsor With miniature sets, "Studio One" staffs eliminate unnecessary details, costly frills Saving costly stagehand time follows pre- General Foods and G-E, both Y&R clients, cut check of prop sizes, allows better planning TV expenses by sharing a single kitchen set In the early days of big-time TV, few video sponsors knew what a show was going to cost until after it had been telecast and the bills paid. TV was "experimental." Agencies and advertisers felt their \\a\ along; rarely gave a hoot about costs. Those days are gone. During the past two years, everyone connected with video advertising has been pain- fully aware that TV program costs have sk\ rocketed. Production budgets have priced themselves right out of a sizable amount of the advertising market. Ad agencies have lost leading accounts to other ad agencies when TV's big price tags forced an unduly-large amount of client criticism. Everyone today is cost-conscious. Almost everyone, that is. SPONSOR editors surveyed program costs, in pre- paring this report, and discovered that, although many TV ad agencies and producers pay lip service to cost-cut- ting, about one out of five TV shows occasionally or regularly goes over its video program budget. Chief reason: instead of getting a dollar's worth of value out of their production dollar, they operate wastefulK so that their production dollar is cut down to as low as 50V in actual value. The shows in this unhappy bracket are actually muffing the one good chance remaining to cut TV costs. The total price tag on a TV show is com- posed of many fixed costs, such as time charges, engineering costs, and re- hearsal prices. It's only in the area of production costs (talent, s' ener\ . props, etc.) that cost-cutting can be practiced. You'd think most agencies would concentrate their economy drives here. Manx of them don't. Unconsciously, or sometimes delib- erately, many agencies and advertisers are still wasting money in TV produc- tion. Just look at a few recent exam- ples, compiled by sponsor from inter- \iews with network production person- nel close! v acquainted with a wide range of TV shows. For instance, a leading drug client paid a visit to the studio where his TV show is done every week. He wandered around the set, looked at the scuffed arms of chairs, the chipped places on tables. Then, he blew his top. No TV show of his would be seen in living rooms using furniture like that, he in- sisted. In vain, the network director tried to explain that the set looked perfect- ly good on the monitors and TV screens, and that it had been obtained inexpensively out of "stock." The cli- ent insisted. The old furniture was hauled out. New furniture was rent- ( Please turn to page 58) IBS SCHEDULE FOR TELEVISION PRODUCTION To read chart: Start from left (airtime) and read back to see how many steps you need in preparing shows. Some steps start over two weeks before program is ready for broadcast 24 SEPTEMBER 1951 33 Ire networks encroaching on radio ? Yes, says spokesman for the reps "There's no doubt about it — net- works are definitely beginning to move in on spot radio, and to compete with radio stations for the spot radio advertising dollar. Since the average radio station draws the majority of its profits from the sale of spot radio programs and announcements, both to na- tional and local advertisers, recent network plans to sell announce- ment-type commer- cials in network programs will surely reduce station spot income. Also, other network plans to air programs in station time, to build net- works out of a handful of stations, and t o operate taped 'network' show schedules will further reduce sta- tion spot revenue. Most of these plans of the net- works are coming on the heels of unequal network rate cuts, which reduce, without just cause, the radio rates of stations in non-TV areas. If these practices are pur- sued, networks will find that they are undermining the whole struc- ture of network radio in order to make a few extra dollars." 34 ]%AllTSWs M. IS. Grabhorn Former ABC v. p. leads reps' protest 4 4 4 4 4 4 4 4 4 4 4 4 4 Just making AM "flexible,"* nets say Charles T. Ayres, Vice President for Radio Sales, American Broadcasting Co. "The American Broadcasting Company is not selling spot radio advertising on a network basis, but under our 'Pyramid Plan,' we are offering participations in proved programs to one or more advertisers. There is nothing new in this form of advertising, either in radio or in the printed media fields. It is simply a means of permitting advertisers to participate in one or more solidly worthwhile programs without necessarily assuming the entire cost." John J. Knrol. Vice President in charge of Network Sales, CBS Radio Division. "Much of radio's history shows that advertisers who have started out in spot radio have even- tually grown to the point where they feel that network radio serves their purposes. CBS is NOT in competition with its affiliates for the spot radio dollar. What we ARE doing is in- creasing the flexibility of network radio, as we know it, with such projects as our 'Red Skelton Show' which is now available to many sponsors." Adolf IV. Ilult. Vice President in charge of Sales, Mutual Broadcasting System. "At the time SPONSOR was going to press, this was one of several major questions sched- uled for thorough examination at the first meet- inq of our new Mutual Affiliates Advisory Com- mittee in New York, 17-18 September. This subject, while admittedly of vital importance, musl- be faced with the realization that radio has always been a flexible medium, with the ob- ligation of meeting the needs of advertissrs." John ft. Herbert. NBC Vice Preident and General Sales Manager for the AM Net. "NBC has no intention of trying to encroach on spot radio. Any new network radio sales con- cepts, such as our Tandem Plan, that we have fostered, are designed only to strengthen the medium by making it a more attractive buy for a potential radio advertiser. These new con- cepts, such as our 'Tandem Plan,' that we have tic approach to contemporary radio problems." SPONSOR Four examples of encroachment? The question is more than just academie for advertisers. Involved may be whole future evolution of AM as a medium It was seven years ago, dur- ing a huddle of NBC affili- ates. World War II was still raging in Europe and in the Pacific. Newsprint and paper shortages were curtailing newspaper and magazine advertising. Millions in ad dollars were being spent institutionally in radio. Television, with its big future and its big financial headaches, was far away over the post- war horizon. NBC's radio web had the "Standing Room Only" sign nailed to the door. An NBC official, very conscious of the big black figures on the firm's books and filled with the desire for great dignity that wealthy firms often feel, arose with a bright idea. Why not, he suggested to the NBC radio affiliates, cut out the commercial station breaks between evening pro- grams, except possibly for the break at the hour mark. Lots more dignity that way, y'know. Programs could be run back-to-back; patriotic critics wouldn't complain that radio was just something that sold soap and cigarets. There was a pained howl from the affiliates. War or no war. boom or no boom, the stations needed the revenue from national spot advertising. The proposal was shouted down. Change of scene. It is now 1951, and the shoe is on the other foot. Na- tional spot billings have shot ahead from the time of the NBC "dignity'* trial balloon, until they are matching dollar-for-dollar the annual $125,000.- 000 in network billings. Network ra- dio is working hard for every sale, and fighting off the inroads of television at the same time. NBC's radio web has a lot of sales ushers shouting "Immedi- ate seating!" Along comes Foote, Cone & Belding (so our story goes) with a problem all its own. Lever's Pepsodent, once a ma- jor network radio spender, is now look- ing for something new and exciting in radio. It may even look for a new ad agency. ( Pepsodent did. eventually ; found McCann-Erickson. ) Enter NBC. looking for new business. FC&B and NBC got together, and talked turkey. Soon thereafter, NBC began sounding out the affiliates with a new gimmick. The proposal: sell a series of six-second "identification" re- minder announcements with the NBC chimes, in NBC's own time. This net- work "spot" deal would bring in an estimated $6,000,000 annually in rev- enue to the network. This brought another louder, and even more pained yell from many NBC radio affiliates, bolstered this time by big guns of the station reps and their own trade association, the National As- sociation of Radio & Television Station Representatives. Some stations ap- proved, but "Foul," was the general outcry. Growled NARTSR's Managing Di- rector. ex-ABC man Murray Grabhorn: "The action is simply additional evi- dence of the networks' creeping en- croachment into the spot field, com- pounding the stations' problems forced by the network rate cuts." NARTSR's Grabhorn added that this sort of thing would "eventually destroy the legiti- l Please turn to page 86) "Operation Tandem" of NBC set pace in new net sales idea ABC followed quickly with "Pyramid" participations on wei Strike It Rich" was cleared for local station time via CE PART TWO OF A TWO- PART STORY lie careful on the air On TV, the risk of offending is even greater than on radio or in the movies T1\J> "I believe.'" said a well H known statesman in 1924, "the quickest way to kill broadcasting would be to use it for direct advertising. The reader of a newspaper has an option whether he will read an ad or not, but if a speech by the President is to be used as the meat in a sandwich of two patent medi- cine advertisements there will be no radio left." The well known statesman was Her- bert Hoover, then Secretary of Com- merce. His nl\ In the reservation that the sponsors behave with reasonable decorum. Suffice that from Hoove) s statement Old films must be edited for TV. This scene from "It Happened One Night" would hardly get by to the present, nearly 30 years, there has raged an incessant debate, some- times acute, sometimes mute, on what was proper and suitable for the air. All of these recurring "there ought t<> be a law" or "something should be done' uproars directly raised ques- tions of censorship. But as time went on and neither nation nor morals col- lapsed because of the acting out on the air of plays and novels regularh ana- Is zed in high schools and colleges, something like perspective developed. Advertisers, broadcasters, politicians. clubwomen, critics, and the public calmed down. It was increasingl) ap- parent to all but the incurabl) disap- proving that many of the radio censor- ship tempests had been strict!) teacup. This was especially true if the radio systems of totalitarian lands were borne in mind. The boundaries of good taste this side were nol hard to trace nor unduly restrictive upon cither sponsor or program producer. \~- For station licensees, if they lacked native intelligence1 sufficient to eorrect- Iv judge what was or what was not within the public interest, then thev lacked the competence, as Aiming Prall of the FCC pointed out. to be licensed in the first instance. Sex of course has been a main taboo. The alliance of church and family at the level of conservative reticence has prevailed. Once in the midst of the depression, some stations in New York IS BROADCASTING TESTIMONY PROPER? IN dared risk one taboo, took the ad- vertising of a contraceptive item called Birconjel. It took the machinery of ecclesiastical opposition about 10 days to make itself effective, forcing this product off the air. American censorship as it applies to organized media can be drawn as a pyramid. The broader the base, the stricter the "mores." The narrower the audience on the rising peak of the pyra- mid, the freer the content. Radio and movies directly impacted the masses with their family-type, smalltown-type ''respectability." Here the ideal of wholesomeness was dominant. Once when a single movie, "The Cockeyed World," attempted to exploit outright bawdiness the results were both (1) big at the box office and (2) big at the court of public opinion. That abuse of the screen saddled Hollywood for- ever afterwards with the Legion of Decency. Printed as against spoken media have always tended to enjoy greater liberty. Newspapers could smear sin, gin, lovenest, and lust all over page one, but radio couldn't even hint these things. Magazines were able to fea- ture delinquency, discuss birth con- trol, dramatize many an intimacy problem that was wholly barred to the verbal radio. Even higher up the pyra- mid of audience in the sophisticated literary world the principle held true. The spoken stage play was more cir- cumspect by necessity than the printed novel consumed, solo, in privacy. On present information it would ap- pear that television, partly visual and partly aural, will come into the censor- ship pyramid near to. but probably higher than, radio and movies. It may be, as some believe, a more "adult" TV introduces netv self-censorship anxieties 1. Television, a new advertising; medium, introduces and ereates new details, applications and challenges in censorship. 2. Neither the Radio Code, nor the Motion Picture Code are, in themselves, fully applicable to TV, nor fully protect sponsor 3. While some television censorship hazards are already known, and hence can be guarded against, the businessman needs to understand that many embarrassments are yet to happen. 4. By adding "sight" to "sound" (showing instead of describ- ing, doing instead of suggesting) TV automatically widens the range of risk of offending. ."». Civil libertarians argue that many tentative uses of TV cam- eras invade "privacy" and punish people unfairly. 6. Old movies revived for television, are charged with re-per- petrating old offenses in "racial stereotyping" 7. Sophisticated New York she-emcees and torch singers are represented as lowering female modesty by their TV attire. 8. Off-color gags, swish routines, city humor hits the small towns and suburbs with unpleasant impact, focussing reac- tion upon certain entertainers — and their sponsors medium by inherent nature, or it may have appeared in a more "adult," less squeamish, America. Two world wars with their attendant travel and ferment churned old habits and attitudes. True, churchmen and others have already sounded warnings to televi- sion. True, too, in certain states tan- gible political action has been under- taken with a view to extending film censorship to cover television. An ap- palling prospect lies hidden in these proposals which have been held in abeyance by court injunction. Any national advertiser will be quick to appreciate the disastrous complications and added expenses to a national tele- vision program should it be subjected to "Board of Review" supervision and approval in any considerable number of individual states, or in any one. Going on the experience of book publishers, movie makers, and radio broadcasters, the three groups most badgered in this century by official censorship, television can certainly an- ticipate attacks. By the same logic the industry will be well counselled not to knuckle under and accept outside au- thority. But self-policing will be neces- sary. Flashes of danger have already lighted up the horizon. Be thou warned. Old films edited for TV are already deleting certain types of scenes ordi- narily barred on the radio, the radio pattern being the general pattern of TV. In "That Uncertain Feeling" a sequence in which Melvyn Douglas was to slap Merle Oberon publicly as a con- dition of an arranged divorce had the (Please turn to page 76) ©Wide World (both photos thi TOOK MIKES INTO POLICE COURTS (L). MORRO CASTLE RADIO HEARINGS, 1934 (C.) CAUSED SAME STIR AS 1951 KEFAUVER PROBE (R.) *»« i ^^^^^^^ 1. Why sponsors use market tests 2. If *>*«• to pivk a market • Sales boundaries of the market should be well-defined; this eliminates the suburbs of large cities where there's "spill-over" from the metropolis itself. • The same media should be available in the test market as will be used in the full-scale national campaign. • Each city should have enough diversified industry of its own so that a strike or shutdown at one plant won't throw consumer buying completely out of kilter. • The cities should represent a cross-section of American markets: including a "miniature" metropolitan city, a medium-sized industrially-independent city, a rural center whose consumers can represent nearby rural areas. If national distribution is planned, cities should also be spotted according to various regions, thereby allowing for sectional preferences. • A way of collecting sales data should either be available or capable of being set up with reasonable effort. • To measure the degree of consumer acceptance for a new product. • To discover which appeal of several sells a product best. • To find out which advertising medium is best suited to promote a product on a large scale. • To determine the most efficient use of a medium for the sponsor's particular product. In the case of radio — to test station breaks against participations or programs; or early morning disk jockeys vs. afternoon women's programs. • To try out a range of prices or package sizes, thereby dis- covering the optimum combination of price and package. (Only one or the other can be tested in a single test.) • By matching different merchandising techniques, to find out which point-of-sale approach sells the product best. For example: as between couponing; door-to-door sam- pling; store sampling; "one-cent" sales. How sponsors chart sales expectancy via market tests What Lloyd's of London can't do for you, testing can — by providing insurance against costly product or promotion blunders You probably couldn't af- ford to pay tbe premium if you got Lloyd's of London to insure the success of your next air campaign, but there is another form of sales in- surance which has been finding in- creasing favor among advertisers dur- ing the past decade — market lor ana i testing. Advertisers have been using some kind of testing as far hack as the time when the boss's secretary constituted a consumer panel of one charged with 1 1" derision on whether or not the new producl package had oomph: or with 38 the burning question of whether the company's radio announcer had a voice that would make women sigh and lit- tle children grow reflective. But tbe modern way of testing the public's response to a product or its advertising involves literally thou- sands— even millions — of people sit- ting in judgment. Tests in as many as four cities, trial advertising in two types of media, questionnairing by doz- ens of trained specialists, analysis \>\ high-priced research minds may be marshalled. To guide national or regional ad- vertisers who may have been consider- ing such highly complex market tests, sponsor has interviewed leading re- searchers, advertisers, and agencies. Here, then, is their composite advice on the actual operation of a market test — especially where the twin media tools of radio and TV are used. First, consider what kinds of com- panies are market testing products via radio or TV to get an idea of where your firm might fit in. A sponsor sur- vey uncovered this sampling of tests run during the past five months: Bristol-Myers is trying out "Mum SPONSOR 3. How to buy time for the test • AH stations should have about the same "listener loyalty" in their own cities. This rules out matching a powerful network station in one market against a much smaller independent station in another market. • Test stations should not be in the shadow of a very strong neighbor. This makes listening to the local station hard to predict, introduces another variable. • A test station should not be carrying advertising for a rival product — unless all test stations are doing so. And if a competing station in one test market is carrying a pro- gram for a competing product, the same should be true in all test markets. Unequal advertising competition makes accurate sales measurement more difficult. • Aside from the foregoing precautions all other princi- ples ordinarily guiding the sponsor's choice of station, time, and program apply. ■I . Pitfalls to avoid • Trying to test more than one thing at a time instead of concentrating on a single problem. • Doing things in the test market which would not or could not be done nationally. • Failing to use a medium the same way in all markets. In the case of radio, using programs vs. announcements, live vs. transcribed commercials, and so on. (This doesn't ap- ply, of course, to cases where how to use the medium is itself being tested.) • Using Ihe regular sales force to keep track of retail sales. Besides tipping off competitors immediately, this frequent- ly introduces an optimistic bias, since a salesman prefers to "look good." • Interpreting the results of a market test solely on the basis of the test item's sales showing. The entire product category may have turned hand-springs during the test in a particular town; test product sales must be viewed in relation to competitor sales. Lotion." a new deodorant, using spot radio in the Southwest. Perfect Foods has gone to a New England city to test its "Trjtzels," "Chipzels," and "Sweet- zels" — spot radios the test medium. A Cleveland outfit, Forest City Products, is winding up a six-week TV test for its foot aids. Olympic Distributors of Los Angeles recently finished a 30-day test for "Nids Chlorophyl Tablets" in San Diego, where they used 20-second and one-minute TV spots. The Jetron Com- pany of Milwaukee test-promoted their new '"Dust Free" silicone polish; used radio and TV in Milwaukee. Indianap- olis is the scene of an extensive TV and newspaper test for "Pennant Reddi Starch," first consumer product ever marketed by Union Starch & Refining Company of Columbus. Dozens of oth- er tests are in the planning stage, doz- ens more near completion. The A. C. Nielsen Company, for example, esti- mates that about 30% of its 100-odd U. S. customers are testing some prod- uct all the time. Every market test, regardless of who runs it, goes through several well-de- fined stages. They are: 1. Planning — deciding ivhat's to be tested and how to run the test. 2. Picking out test cities — these de- pend on the product; media to be used; availability of sales figures. 3. Running the test — putting into ef- fect the advertising campaign and mer- chandising ideas planned. 4. Measuring results — making .store audits of representative retail outlets, often backed up by consumer surveys in homes. 5. Interpreting the results, so as to make practical decisions on the next step — that is, either drop the idea; [Please turn to page 80) TEST RESULTS ARE OFTEN MEASURED BOTH IN HOMES AND STORES AS IN THESE PICTURES OF A. C. NIELSEN RESEARCHERS 24 SEPTEMBER 1951 39 The case for California radio Starting 24 September, SCBA's Bob McAndrews will eall on Eastern admen with "unified" piteh stressing Southern Cal economic growth spot For years, agency executives and timebuyers have ielt that radio stations and station groups should provide more and better market information. At the same time, those on the agency end have felt that stations should do more to promote the medium itself. Recently, however, the situation has lie sun to change. Station groups in Detroit and Tulsa have started excel- lent promotion campaigns to sell radio both to advertisers and the public. But. few have done as thorough or inter- esting a job as that done by the South- ern California Broadcasters Associa- tion. Agency executives in New York to- day ( 24 September ) will be the target for what looks like the latest example of an important new trend in radio promotion by radio groups. Robert J. McAndrews, managing director of the SCBA, will be calling on New York ad- men. Under his arm. the energetic Cal- ifornia radioman will have a presenta- tion that is virtually everything in the way of dollars-and-cenls information that a timebuyer or agencyman could want. Like a fresh young missionary mak- ing his pitch to the natives in the Con- go, McAndrews will be selling South- ern California and Southern California radio with considerable zeal. For, the SCBA presentation, joint promotional effort of 59 radio stations in that area, contains many an eye-opening fact and terse case history. Although the mo- tives behind it are strictly commercial — SCBA stations can use more spot ra- dio business, too — the information con- SCBA COMMITTEEMEN WILBUR EDWARDS, CALVIN SMITH, KEVIN SWEENEY OUTLINE BROADCASTERS' PLANS TO A. E. JOSCELYN These ailmen have seen the piteh Agencymen got West Coast preview of SCBA presentation at Hollywood Ad Club before Bob McAndrews (center) went East Trial balloon at sponsor level of SCBA sales promotion efforts was Sears-Roebuck in L. A. Account later started a big spot drive ff Iff uryes all radio I© emulate SCBA SCBA's A. E. Joscelyn, president, and BAB's Bill Ryan huddle to discuss broad aspects of California pitch for regional outlets Part of SCBA's promotion is how radio stacks up against other media. California radio group and ARBI specialists check data tained in the presentation is the first real insight into SCBA's area that many a Madison Avenue timebuyer has ever had. The SCBA pitch virtually lays down the formula for other regional, state and city groups in telling radio's story. It is strongly indicative of the kind of aggressive promotion and publicity that SCBA members do in their own bailiwick for radio advertisers, and for the medium itself. And. above all else, it makes a terrific come-on for many advertisers who have been inclined to think that radio died a quiet death when TV came skipping onstage. McAndrews will be telling the joint promotion story to Eastern and Mid- western timebuyers by the dozens in weeks to come. His schedule: 24 Sep- tember to 4 October, New York; 5 October. Philadelphia; 8 October, Cin- cinnati; 9 to 11 October. Chicago; 12 October. Minneapolis. As a permanent record of the SCBA highlights, and as a valuable source of radio market data for those unable to be present at one of McAndrews' whirl- wind visits, SPONSOR reports herewith the major features of the SCBA presen- tation. Later, incidentallv. the basic- easel presentation of the SCBA will be reprinted in a 100-page booklet, and distributed through SCBA channels. It should also serve as a model ex- ample of how stations, station reps and an industry association can band to- gether to provide useful — often vital — market information on a specific geo- graphical area for radio sponsors. In scope, the presentation I entitled "Mass Medium of the New Mass Mar- ket: Southern California Radio'") deals with basic information on population, retail sales, effective buying income, and listening habits in an 11-county area around Los Angeles. It shows, for instance, that while the U. S. has had an over-all population increase of 15fv in the last decade. Southern California has shot ahead 57% . Retail sales in Southern Califor- nia are up 254 9< over 1940. as com- pared to the U. S.'s 200 % . Southern Cal's population is dispersed (99 per square mile, as opposed to, say, 235 in Pennsylvania). Autos, as a result, are practically indispensable, and there are more cars in Southern California than there are families. Radio, according to the SCBA, vir- tuailv saturates Southern California's 2,000,000 families, with 98.3% own- ing one or more radios. And — thanks in part to SCBA members' aggressive industry promotions via radio, newspa- pers, posters, etc. — Southern Califor- nians spend more time per day per family with radio than the U. S. aver- ages. In terms of hours, it's 3.87 hours per day vs. the U. S. average of 3.67— and the California figures don't include out-of-home radio listening. With California's climate ideal for picnics and outings, and with practical- ly every family owning a car, you might expect the out-of-home radio lis- tening to be high. It is, according to SCBA. In Los Angeles — heart of SCBA's area — 12.5% of all the cars (nearly three out of four) have radios. Throughout the U. S., the average is 46.9 r/( . By count, there's a potential mobile radio market of some 1,763,957 car radios in Southern California. Ac- cording to SCBA and Pulse, an average of 32.8% of all the car radios men- tioned above are tuned in to radio dur- ing the average quarter-hour. Auto radios make up the bulk (51.2%) of Southern California's out- ( Please turn to page 90) 24 SEPTEMBER 1951 41 You too a v sponsored in Boston ! If you (and your product) aren't getting the welcome you deserve in Boston, maybe it's because you haven't been properly introduced. You need weei's famous "program that sponsors the product"- The Housewives' Protective League. Because the hpl literally takes a deserving product under its wing. The "hpl Testers' Bureau," nel of local housewives, carefully pre-tests product before accepting it for sponsorship. nee approved, the product gets full hpl backing (on the air and off). Thus, when hpl director Morgan Baker tells Bostonians about a product, they know they can believe implicitly in his recommendation. And they go out and buy. For quick and lasting entree into Boston homes, apply for sponsorship by the hpl on well You'll discover, just as more than 200 of the country's leading advertisers* have discovered, that the hpl is the most sales-effective participating program in all broadcasting. in iioston . . . the station is WWjtjJbM *CBS Owned Represented In ( li^ Radio Spot Sales */n Boston and ten other major marketi by BOB FOREMW Last month this publication gave brief moment to the fact that a disk jockey operation was available for tel- evision sponsors. With so much (jus- tified ) interest in anything that can provide television programing of a sound nature at less than a king's ran- som, I thought I might enlarge upon this availability since I happened to be in on the beginning of this venture and played a minor part in exposing it to an advertiser who immediately bought it for several markets. In the first place Screen Gems I the producer, a Columbia Pix subsidiary ) set out to do the necessary in a cold- blooded wax translate radio >lisk- jockeying into television at minimum cost. Rightly, they assumed (as did no other filmmaker, to the best of my know ledge I thai the music-on-the-disks is the thing on these shows. The audi- ences like their tunes the way they get 'em from the juke boxes; that is, ren- dered by the best bands, vocalists, and with the actual arrangements that make the number what it is. In other words, the Foreman Octet doing '"Come-Ona-My-House" would not be an acceptable bit of audio. Either you have Rosemary Clooney, or you forget the whole thing. So Screen Gems decided to add vid- eo to the best recordings, both stand- ards and new releases. Naturally, they couldn't use the recordings themselves as sound track (you've run into unions, I in sure l : hence they developed sim- ple, inexpensive visualization to go it ilk the platters in a manner that could easily be synchronized. The result is, for example, a tap dancer doing a Chattanooga Shoe Shine Hoy routine around a big shoe-shine chair with a stylized backdrop to go along with the popular Pee Wee Hunt recording. No vocals *are visualized as such — merely danced to. By means of uncomplicated sets and pleasant routines, the \ideo enhances but doesn l overpower the re- cordings themselves. Furthermore, the cost doesn'l overpower the advertiser. You can routine the "visualized- tunes" an) wa) you want. What Wild- root is wisely doing is putting a disk jockey on camera between the numbers to make with the ad libs — small talk business and a lead-in to each film plus the commercial. Figure three films to a 15-minute program, and you've just the right amount of time left for intro and sign-off, for commercial, and for your platter-man to add his own particular brand of whimsey. Screen Gems basically is out to sell these films directly to the channels so they can program shows to fit their own schedules as either participations or single-sponsor ventures. But I dare- say some markets are still open for those advertisers, if any, who want to call the tune their own way. The price per film, including the recording, va- ries according to the market, but $50 is tops, as I understand it, and you can re-run the ditty as often as you like within a 52-week period. In one town I recall that it costs as little as $280 to build an entire 15-minute show. While you won't have a segment of show biz to rival the Sid Caesar-Imogene Coca extravaganza, for a low-cost, young-au- dience, local venture, this disk-jockev approach to TV seems to make real sense. * * * SPONSOR: T-o/ovo Watch Company AGENCY: The Biow Company, N. Y. PROGRAM: One-minute announcements If you've seen Buster Crabbe swimming right at you in his Bulova chain break, you needn't be told about the drama that can be achieved when live film is done right. As Crabbe places his arms up on the pool's edge, in extreme elose-up, you see that he's I i en m\ miming with hi> Bulova Water-Tile on, and you get the idea that it's water- proof in a jiffy. The realism of this spot is (wisely!) carried out to the fullest with Crabbe talking right from the pool's edge, and the sound has enough echo and splash to it to convince you thoroughly thai Crabbe is really "on location." Slick production and fine writing make this as effective a commer- cial as any I've caught to date. SPONSOR: Birds Eye Frozen Foods AGENCY: Young & Rubicam, N. Y. PROGRAM: 20-second chainbreak Whether or not the change in Birds Eye films that I witnessed recently was economy- dictated or not, economy certainly was achieved. From an animated series of lip- synchronized spots, Birds Eye has swung around to a 20-second spinach epic that re- l:es mainly on a series of stills in line draw- ing, each rising out from the other, while a clever sound track tells the story. This track, by the way, is worthy of elucidation. In place of the usual man or woman announcer, a group of youngsters delivered the copy, fast in pace, easy to understand, and not overly coy as might be imagined. SPONSOR: Chesterfield Cigarettes AGENCY: Cunnir.gham & Walsh, N. Y. PROGRAM: N. y. Giant baseball games, WPIX The Birds Eye quickie above reminds me what amazing short cuts are being made by big-time national advertisers these days in their search for production-economy. The end result in many cases is just as satisfac- tory as the most costly commercials; another prime example of the use of stills (on a strip of film in this case) being Chester- field's copy for the N. Y. Giant baseball games. For the myriad commercials used in the course of a nine-inning ball game, Ches- terfield utilizes single-frame stills with pop- ens and jerky (but effective) zooms. Here motion is achieved at minimum cost. Since the voice is live (the ball game announcers themselves handling the audio), I daresay Chesterfield's between-inning copy costs as little as $100 per film. SPONSOR: Post's Rice Krinkles AGENCY: Foote, Cone & Belding, N. Y. PROGRAM: One-minute announcements This cold cereal dishes up a bit of prod- uct identification by use of the character on its package, matching the little cartoon fig- ure from box cover into an animated se- quence ("You will have a circus eating Krinkles"). Thus the attention of all is fo- cused on the product and held there. A live middle segment follows featuring clowns lip- synchronizing the Krinkle alma mater and adding further interest. If my kids are any criterion, this spot is easy to remember, pleasant to watch, and builds a real desire for the product. 44 SPONSOR The most important step in any SARRA Television Commercial Live action ... stop motion... ani- mation . . . creative storyboards . . . are all part of SARRA service and each part of it is directed to the sale of the product. W*r- NEW YORK— 200 E. 56th Street CHICAGO — 16 E. Ontario Street Specialists in Visual Selling PHOTOGRAPHIC ILLUSTRATIONS • MOTION PICTURES • SOUND SLIDE FILMS • TELEVISION COMMERCIALS mwt W- eoef w o\ Be<* \C tAo^'o- o<\- G^^miim& VVafer/oo Bui/w Wflws; \o M*Oll MEAT PACKERS AND DAIRIES! lananossee WimtonSalem COFFEE. LUMBER. LAUNDRIES! J> G,n ££fe C0-; - darling Lumber Co., Ne.son-Huckins Laundry Co. TRANSCRIBED FOR LOCAL SPONSORSHIP! ),.,» ,,« /n /,. /|» /|» #p. ,,. *,« ,,, /^ , 5H HI '• Starring Li ing Comedy-^di/enfure I s ^SSSP^MSl^. Vjgi SfcSC L EACH HALF-HOUR PROGRAM A COMPLETE EPISODE! 1FROM COAST TO COAST/ MKINQ THE RBBKi id? 5? //^ /7A»r «? Sweethearts; Barn Dance Prevue; Mac MacFarland CLUB MEMBERSHIP SPONSOR: Automobile Club of Utica and Central \. N . AGENCY : Direct CAPSULE CASE HISTORY: The automobile club of- fered a list of money-saving benefits to prospective mem- bers. Their approach: a daily participation on the Farm & Home Show. // the end of three weeks, more than 100 mciulii rs were recruited at $10 per person, with a broad- cast expenditure under $90. Members continue to join the club through air advertising and the auto club is con- tinuing with their participations. WII'A. I tica I'KOU; \\l: K,l Slu>arc/yk"s Farm & Home Show EDIBLE OIL SPONSOR: Airline Foods Corp. AGENCY: Mann-Ellis CAPSULE CASE HISTORY: Caruso Products Distribut- ing Cor])., an Airline subsidiary, wanted to speed up product sales during the summer months. The sales spur: an offer of a free movie ticket to "The Great Caruso" to everyone buying a gallon of Caruso edible oil. In four weeks, WOV reported distribution of over 4,000 tickets. Sales tally: at least 4,000 gallons sold for a $15,200 gross. Caruso's Italian comedy-variety shoiv on which the ticket offer was made cost under $200 weekly. WON. New York PROGRAM: Room 18 WINDOW FANS SPONSOR: Long-Bell Lumber Co. AGENCY: Frank Wills CAPSULE CASE HISTORY: Long-Bell was curious as to how many windorv fans they could sell by means of a one- time announcement. Girl d.j., Lee Power, made the pitch once on her Monday through Friday 10:30 p.m. record show. Sponsor's cost: $12.30. The next day, in a direct response to Miss Power's announcement, customers bought 16 window fans. Sales gross: $959.20. Long-Bell had to reorder additional window fans. KLRA, Little Rock PROGRAM: Late Date With Lee MAP OFFEB SPONSOR: Union Pacific Railroad AGENCY: Gillham CAPSULE CASE HISTORY: Union Pacific devoted their regular announcement schedule to offering a map of mili- tary bases in the U. S. Purpose: to acquaint relatives and friends of servicemen, with bases along the Union Pacific route. Three chainbreaks and a single one-minute an- nouncement telling about the maps brought 303 requests at a cost-per-inquiry of 2.91<*. Listeners evinced great interest in the unusual map. KLIX, Twin Falls, Idaho PROGRAM: Chainbreaks; Announcement CANNED VEGETABLES SPONSOR: Gibbs & Co., Inc. AGENCY : VanSanl Dugdale CAPSULE CASE HISTORY: Three announcements on Club 1300 requested listeners to write in for a Gibbs cou- pon. It could be redeemed for two free cans of Gibbs vegetables. 'The sponsor expected "three or four hundred replies. ' Instead, Gibbs commercials pulled in 9.000 cou- pon requests. To Gibbs. it meant the benefit of 9.000 lu>me trials as an added boost to their promotion phrase: "Serve Gibbs to his nibs." Cost: $105. WFBR, Baltimore PROGRAM: Club 1300 438 million dollar seed. The cotton seed alone pays southern farmers 157 million dollars, brings southern crushers another 281 million when processed into oil, meal, hulls and linters for myriad industries. Over 11% of this income enriches Carolinians, notably WBT's 3,000,000 listeners — the largest group of your prospects reached by a single advertising medium in the two Carolinas. CHARLOTTE COLOSSUS OF THE CAROLINAS JEFFERSON STANDARD DROADCASTING COMPANY Represented Nationally by Radio Sales 24 SEPTEMBER 1951 49 ® lull I wcbs-tv's "Early Show" is a money-maker, no doubt about it. This early-evening film program has been a bonanza for advertisers since it first went on the air in April. Currently delivering a 1 2. 1 rating — an average audience of 766,050 potential customers each night, five nights a week — it has consistently out-rated all other local early-evening film shows in the New York area.' It works almost automatically. New York viewers who know Channel 2 as the place to go for the best television entertainment naturally turn first to "The Early Show" for the best TV films. And "The Early Show's" wide selection of comedies, romances, adventures and mysteries keeps them com- ing back, day after day after day. You can get these people interested in your product ... let "The Early Show"* coin some money for you. At a cost per thousand viewers {before earned discounts) of only 72 cents! For further details, just call wcbs- TV Or CBS TELEVISION SPOT SALES. WGBS-TY Channel 2 New York Represented by CBS Television Spot Sales CBS OWNED tAmerican Research Bureau. August 1951. •Monday through Friday. 6:30 to 7:30 p.m. Will live entertainment on rttdio deeline to be veplueed by more transcribed shows? F. E. Bensen, Ji Advertising Manager Canada Dry Ginger Ale, Inc. New York Mr. Lewine The picked panel answers Mr. Bensen It is quite proba- ble that live en- tertainment o n radio programs will be wholly supplemented by transcribed shows but it should be a fight to the fin- ish. Certainly at this time the tran- scribed show of- fers countless more opportunities and conveniences. From the advertiser's point of view the transcribed show must certainly be favored over live en- tertainment. It makes it possible for him to do a selective marketing job either regionally or locally; it allows him to hand pick markets, stations, and air time. It is certainly more economi- cal. From the packager, agency, and pro- ducers point of view, a transcribed show is a relativel) ulcer-free opera- tion resulting in polished performances and a certain emancipation from the tyrann) of deadlines. Finally, name talent has found the transcribed show much to his liking because it provides him with more latitude in freeing him from specific and confining schedules and allows him time in which to fulfill television and picture commitments. It would seem then that the tran- scribed program should make life eas- ier for everyone in the industry. Even the listener has accepted the Bing Cros- l>\ show on a transcribed basis with the same enthusiasm as bis live show. But for those who espouse the cause of live entertainment there is an in- gredient which may dela) its uncondi- tional surrender. This ingredient may be summed up in one word — spontan- eity. Perhaps the best example of spon- taneity is the Raeburn and Finch show on WNEW. I believe that many peo- ple enjoy Raeburn and Finch because it is so completely ad-libbed. Their appeal lies largely in their unpredicta- bility. When the U.S.S. Wisconsin was grounded in the Hudson River and Finch made the most of it with zany, periodic news reports, a program which because of its topical nature would have been impossible to do transcribed. In time I suppose both radio and television production will be mecha- nized on wax and on film and life will be made easier for the talent, and pro- ducers, the agencies, and the adver- tisers. If this should happen, I hope that some arrangement can be made to keep the secret from certain talent be- cause so many will deliver a better per- formance knowing that there can't be any retakes. Robert F. Lewine Director of Radio-Tl Hirshon-Gar field, Inc. Nen ) oil, The question seems to me to be almost rhetorical. \\ ith the possible exception o f a lew people with vested interests in the transcrip- tion field. I don't see how any an- swer other than a resounding "no" Mr. Boggs i- possible. In an industry which is devoted to the analysis of trends, it must be ap- parent that the trend is definitely awa\ from transcription programing as such. Granted that the total volume of tran- scription business may have increased due to a general excellence of product, the explanation lies in the vast number of outlets which have been added rath- er than to a percentage increase on in- dividual stations. There is no gainsa\ - ing the fact that good transcribed shows have their place in any station's program structure but to expect these inanimate programs to supplant live entertainment is to ignore the basic re- quirements of the licensee's obligations to his community. In these days of increasing competi- tion, the successful broadcaster has learned, if he didn't already know it. that a station must build and nurture a "character" of its own. A personal- ity, if you will. The development of personality depends on the personal quality of the voices heard from day to day and in most instances, the promo- tion and exploitation of these people extends beyond the microphone to per- sonal appearances in the community which can naturally not be done with wax or tape. Probably nothing is clearer in the development of the industry during the past few years than the increasing im- portance to their individual communi- ties of the local stations. The old stran- gle hold enjoyed by the power-house operations on far-flung areas has di- minished in direct proportion to the establishment of local outlets in the smaller communities within the big sta- tion's old private preserve. If a specific example is permitted, the Don Lee net- work is vital proof of the importance of this fact. Aside from the peculiar topographical problems encountered in this mountainous area which necessi- tates coverage from the '"inside," the hold which the local station has on its market has been brought about by vir- 52 SPONSOR Mr. Langlois tue of a practical application of that belabored cliche "public interest, con- venience, and necessity." There was a time when this phrase had as many definitions as it had de- finers but to the successful broadcaster today, it has become a synonym for "community interest." No amount of top Broadway and Hollywood names, on wax or live, can supplant the day- to-day service which the station can give to the people in its own home town by an intelligent adherence to specific local activities. Norman Boggs Vice President in Charge of Sales Don Lee Broadcasting System Hollywood The answer to the question ob- viously is "no" — live entertain- ment will never disappear in ra- dio any more than radio itself will disappear There always will be radio and there always will be certain types of entertainment that must be presented live, both network and locally. On the other hand it seems logical to predict that mechanically repro- duced entertainment, transcribed or taped, must become the approved meth- od for the presentation of production shows, musical or dramatic. Indeed it is my belief that the mechanically re- produced program would have long ago been recognized as the approved broadcasting medium for the industry if it were not for three dissenting fac- tors that blocked it in the beginning. la) In the early days of radio, sound reproduction from a transcription was inferior to a live broadcast. There was distortion, wows, surface noice, etc. ( b I The high cost of the metal mas- ters, the heavy shellac transcriptions and resulting excessive transportation charges made it unsound economical- ly. (c) Networks were "agin" it and, being well organized, had no difficulty in "proving" the inferiority of the tianscription to the satisfaction of ma- jor advertisers and their agencies. Those early days are past and the situation has changed. Today the (Please turn to page 91) Your Buy Is the station Most people buy first. In Oklahoma's No. 1 Market That means KVOO. Proof? This year we are Setting new highs in Advertising volume, Nationally and locally. Consistent renewals by 10 and 15 year customers Testify to their satisfaction. You, too, need OKLAHOMA'S GREATEST STATION. See your nearest Edward Petry & Company office today. TULSA, OKLAHOMA National Representatives — Edward Petry & Co., Inc. 24 SEPTEMBER 1951 53 SeMwy Heme? Y ears ago when our company was young we decided that each of our Ft can't put your finger on!" We join dozens of sensible broadcasters in applauding Ken Baker and his new Standard Au- dit and Measurement, Inc. (89 Broad Street, N. Y. 4). Nobody — but nobody could argue with the results of a measurement of radio's real audience today, and since there's no doubt that a survey would blacken some of that "blue sky" the other media are selling, let's get it done and quickly, too! Radio will emerge from any study today as Ameri- ca's top medium and no other in- dustry effort overshadows this fact or can be considered a better investment. Promotion is a vital necessity for any radio station . . . most stations spend a good deal of money on it. Yet the waste is staggering. Literally thousands of dollars worth of effort, printing, postage cross our desks monthly, addressed to people who left here 8 years ago, with incorrectly spelled names, etc. Time buyers, ad managers and others we talk to who receive station data tell us the same thing. Here are fundamentals which should guide your simplest promotion plans: check mailing lists annually . . . promote one idea at a time — jam- packed folders only sell confusion . . . stick to facts and let them speak for themselves . . . don't send anybody anything that doesn't say anything! Shavings: Cutest Yuletide cam- paign in our files is Geo. Thorpe's (WVCG, Coral Gables. Fla.) "Roe- buck The Reindeer" gimmick. Sold to Sear's last year, and it's a terrific station promotion, too. Write him for details . . . Frank Shaffer (WEIR, Steubenville, 0.) publishes a clever news letter to prospects ... If the big APS firecracker hasn't exploded on your desk yet, it will be there in a day or two. Fifty broadcasters pre- viewed it this month — with astonish- ing results . . . CORRECTION: delete our BMI Clinic appearance to talk about sales on October 23 — one of our competitors got jealous and start- ed bawling . . . Regards . . . Mitch 24 SEPTEMBER 1951 57 WOW-TV Gets the Call for TV FOOTBALL in the Omaha-Plus Area! 42 great games scheduled on WOW-TV 10 Sunday Afternoon Professional Games (from Dumont) "7 College Games (NCAA) on Saturday afternoons for West- inghouse (NBC) "Big - Seven - Game - of - the - Week" Games on Tuesday nights by Film for Phillips 66 ■J[| Nebraska U. games by film 11 Plus the Rose Bowl Game and Pro Playoff Games Wise National Spot Buyers know that a schedule like this means WOW-TV is the Station to buy, in this rich Market WOW-TV Insurance Bldg., Omaha Telephone WEbster 3400 Frank P. Fogarty, Gen'l Mgr. or ANY JOHN BLAIR-TV OFFICE TV AND ECONOMY {Continued from page 33) ed, trucked over to the studio, hauled in. Extra cost: nearly $500. Net gain: nothing. A mystery show on a leading net- work rented and trucked a whole Co- ney Island wax museum for a show involving a waxworks exhibit. Com- mon store mannequins would have done just as well. One of TV's biggest dramatic shows had a studio floor hur- riedly redone with "perspective" black- and-white flooring ( it cost hundreds ) for a period drama. Then the floor was shown for about 20 seconds in one shot. The director of another dramatic show fell in love with a trick close-up shot through a window curtain (he had seen it in a movie) — and spent a half- hour of expensive camera rehearsal practicing it. One agency-produced show ordered an expensive set made by an independent construction firm. Then, the agency discovered that the set was too tall to go through the door of the studio, necessitating hours of overtime carpentry work. And so on, and on. <>*ltV a ftood idea to keep your words soft and sweet, because you never know when vciu'Il have to eat them." DAVE GARROWAY 1SBC-TV Master of Ceremonies ******** A minor though classic example of waste occurred a few months ago. An agency TV director suddenly decided that a package of a special, fancy brand of cigarets was absolutely neces- sary to his dramatic show. His deci- sion was made less than an hour before airtime. No ordinary cigarets would do — it had to be this particular brand. A prop man had to be sent out in a cab to get the cigarets. Total cost of the package of smokes: $5. When it came to the actual show, the business with the cigarets was cut out, because the show was running late. Why does money waste like this con- tinue to plague TV shows? Hasn't T\ learned anything about economy? The answer is that TV has learned about production economy. But agencies and their clients haven'l all learned to take advantage of the lesson. Here. then, are two simple precepts which are the kr\ to cost saving in TV shows. • Hold pre-production meetings be- tween the agency, producer, and net- work staffs at least 14 to 18 days be- fore the day of broadcast, and prefer- ably as far ahead as four or five iveeks. • .See that TV scripts to be used on the shoiv are in the hands of network estimators and designers (or indepen- dent contractors, if the scenic and pro- duction work is handled outside I even further ahead. This sounds like the most simple and obvious advice in the world. But pro- duction crews and network staffers still regularly tear their hair and re- sign themselves to a future life of ul- cers. For some strange reason, it's hard to sell these concepts to some admen. Typical of the comments made to SPONSOR by network TV personnel who are associated constantly with show costs, are those of William Hunt, one of NBC's cost estimators. It is Hunt's job to prepare estimates for production services for various shows each week. Stated NBC man Hunt: "One of the best ways in which agen- cies and clients can save money is to have complete program information available for pre-production meetings at least two weeks prior to air date. When this production information is submitted on time, work may then be processed in a normal and orderly fashion. Naturally, when requirements are received late, a bottle-neck may oc- cur and additional costs may result. "Not only does time for preparation save money, but further allows com- plete effort to get the best creative tal- ent applied to the production. Advance planning saves money for both client and network." Even if it's not easy to find excuses for wasting money in TV production, it's not too difficult to find reasons. Some TV agencymen are still handling major video shows with very little real practical experience in stagecraft. The old radio habit of not making up one's mind about the final details of a show until the last minute persists today. Perfectionism to the point of fanati- cism jumps the costs when authentic props and scenery must be built or rented if ordinary ones will do just as well. The common fault of "divorc- ing" the planning of live commercials from the planning of the show itself can involve two sets of meetings and arrangements which are hard to bring together. The laissez-faire attitude of main agencymen, and their unwilling- ness to learn new techniques, cost-cut- 5X SPONSOR why your next 500-line ad should be on Tel evision ($$ 4 SOURCES: ABC (3/31/51) NBC-TV Set Mfgs. Est. (8/1/51) SRDS (8/51) "Television Todgy", Hofstro Study (7/51) One year ago in the nation's major markets television set circulation passed that of the nation's leading magazine, market by market. Today television set circulation surpasses that of the leading newspaper in the nation's major markets (see below). Now television is firmly established as the No. 1 visual mass medium in your key mar- kets .Television can presentyour message not only to families which are larger and more prosperous than average, but also to more families. And consider this : today's average family head (averaging TV-owners and non- owners) spends 49% more time watching television than reading his newspaper. (TV- owning family heads spend 187% more time watching television). < MAJOR MARKET CIRCULATION City Leading Paper TV Sets New York 2,197,518 2,455,000 Los Angeles 396,959 1,003,000 Chicago 917,068 942,000 Philadelphia 711,396 874,000 Boston 564,641 754,000 Cleveland 304,104 486,000 Washington 265,684 278,000 Schenectady- Albany-Troy 142,003 161,000 (3 papers) Cost-wise, too, it pays to be on television. For the same money that would buy one 500- line ad in the leading morning newspaper in each of the eight major markets listed above, you can buy /jue one-minute daytime an- nouncements on the leading television station in each market. If you have always wanted the unparalleled impact and selling power of TV but up to now have been afraid to look at the cost and circulation picture, now is the time to bring yourself up to date on the mass circulation economy of Spot Television. For the facts and figures you need call NBC Spot Sales. NBC Spot Sales NEW YORK CHICAGO CLEVELAND SAN FRANCISCO HOLLYWOOD WNBT New York WBZ-TV Boston KNBH Hollywood WNBK Cleveland WNBO Chicago WNBW Washington WPTZ Philadelphia WRGB Schenectady Albany-Troy 24 SEPTEMBER 1951 59 ting gimmicks, and the exact staging facilities of the TV network with which they do business add to show costs. The economy picture, however, is not totally dark. Some genuine strides have been made within the last \ear in riding herd on TV costs. Probably the most outstanding de- velopment has been the systems of cost analysis on video shows now in use by all the networks. More than any of the cost-cutting devices (such as the Tele-Prompter with which actors can see the script lines while the show is on I this has done much to lower costs. Generally speaking, each of the four TV networks— NBC, CBS, ABC, and DuMont — has the same basic system of cost analysis and control. Thev in- \ olve as much paper work as a strat- egy meeting of the Joint Chiefs in the Pentagon, but the\ re worth it. They exist primarily for the benefit of the network's own "house packages' and TV shows, but they are also a service which agencies and producers can use without extra cost. Here's how the system saves you money. Since it's generally impossible to start cutting production costs unless Only ONE Station This Rich, Crowing 15-COUNTY MARKET WITH AUTO SALES OF $122,697,000 iles Management, 1951 Survey of Buying Power ^vi*? y&uA*ui/\SeHZc*te/ ' Sc&ZZnn AM-FM WINSTON-SALEM NBC Affiliate you know what your costs are, the first step in cost control is to break down a show's staging requirements into spe- cifics. Both NBC and CBS do this with a series of multi-colored forms which have been appropriately dubbed "Op- eration Rainbow." Working from scripts and from notes taken in pre- production meetings, the cost estima- tors (who have various titles at the dif- ferent nets, but the same function I re- duce a show to a long list of dollars- and-cents items. This includes many listings. Thev go something like this: • First of all, the amount of re- hearsal hall time; audio rehearsal; or- chestra rehearsal; facilities rehearsal; non-portable musical instruments; and other fixed operations costs are deter- mined. • Lighting requirements (special lighting, special equipment, day or night effects, etc.) are then calculated. • Special effects I rain, thunder, lightning, explosions, etc. I are noted from the scripts, and tabulated, since these costs are fixed. • The amount of integrated film specially-made outdoor shots, stock shots from the library, and so forth — is determined and priced. • TV design and construction work for temporary or permanent sets is worked out in detail. • The amount of graphic arts — - titles, slides, artwork, special graphic effects — is determined on the basis of labor and materials. • Estimates for set dressing and props (not including costumes) are made on the basis of exact descriptions of what's needed, shopping hours re- quired, and the trucking and handling involved. • Costumes are treated similarly, noting the total number of costumes and their appearance, and whether the) are to be rented out of costume stock or specially created. • The show's requirements in the way of TV makeup and wardrobe han- dlers (for regular and/or trick make- up; fast costume changes) will be de- lennined. as well as technical equip- ment and crew requirements over the usual normal crew. By the time the estimators and con- trollers have gotten through with a T\ show's scripts, and have sat in on pre- production meetings, there are few imstrries left about where the mone] i> going. Everything is there in black 60 SPONSOR with Spot program television: Here's a price paradox that really pays off for Spot program advertisers. Consider these facts : Spot rates for facilities are lower than network rates for the same period . . . over the same stations. Yet . . . Stations net more when a time period is sold for a Spot program than when it's taken by a network show. The first statement is readily established by a simple check of rate cards. The second becomes clear when you remember that stations get about 30$ of the base rate when the network sells the time ; but on a Spot sale, stations receive the card rate, less agency and Representative commissions. So any way you figure it, the arithmetic is all in favor of Spot program business. Stations can figure, too. They know Spot program advertisers are more profitable customers. That's why they clear time more readily . . . cooperate wholeheartedly with Spot program advertisers. There are other advantages to Spot program advertising. There's the free selection of markets . . . the absence of any "must" stations or any minimum stations requirements . . the superior quality of film compared to kinescope recordings — and many more. If you're planning to use television, ask your Katz representa- tive for the full story on Spot program advertising. Ask him to figure out how much you can save — in markets of your own choosing. You'll see that in television . . . you can do better ivith Spot. Much belter. the advertiser pays less . . . the stations make more THE A Mm A %m\ E N V 1/ N C • Station Representatives NEW YORK • CHICAGO • DETROIT • LOS ANGELES • SAN FRANCISCO • ATLANTA • DALLAS • KANSAS CITY 24 SEPTEMBER 1951 61 15e a PIG iroq in a 3/G You can sit back on your favorite lily pad and grow bigger when you use KOTV— that's because you're reach- ing more than 80,000 TV homes in a multi-million dol- lar market. KOTV's afternoon shows, Lookin' at Cookin'; and Matinee Showcase, are available for spot participa- tion. KOTV also has the finest shows from four networks, NBC, CBS, ABC and DuMont. GUc&utei 6 First in Tulsa I Cameron Television, Inc. 302 South Frankfort Tulsa, Oklahoma Represented Nationally by EDWARD PETRY & CO. and white, neatly estimated and item- ized. Provided the scripts and meet- ings are completed far enough in ad- vance of the air date (three to four weeks), and the estimates finished, the second phase of cost-cutting can go in- to effect. With the step-by-step breakdowns and estimates as a guide, directors and cost estimators can then go about elim- inating the excess baggage — if the show looks as though it will exceed its original budget. Sets can be re- duced in number or whittled down. This gives an initial saving in rental or building charges, and a chain reac- tion of cost saving in handling by union stagehands and truckers. Com- parisons can also be made between the costs of buying and storing a "perma- nent" prop and renting them. Substi- tution of items of all kinds (props, scenery, films, titles, etc. ) from net- work "stock" for new or rented ones can be worked out, with a saving in costs. In all phases of the produc- tion, actual material, or the amount of time and labor related to them, can be reduced — provided you know what they are in advance. It cannot be over-emphasized that this system works to a sponsor's bene- fit only when scripts are delivered on time and meetings are held on sched- ule. When delays and indecision, temper- ament and obstinacy upset the sched- ule, then the costs go up. Designers find that scenic shops are loaded to the hilt with work. Sets have to be built outside by independent contractors at greater cost. Stock scenery and props will be "on reserve" for other shows. Everything becomes a matter of tak- ing what one can find at whatever price it can be obtained. Things will be overlooked or forgotten; mistakes will be made too late to be corrected; tem- pers will be unhinged. Then, once a show goes into a studio for rehearsal, the chances to save on costs have been lost forever, and the advertiser is com- mitted to the price whether he likes it or not. That has been TVs great economy lesson in the past few seasons. The further in advance you plan, the better your chances for cutting costs. A perfect example of how careful cost analysis, and imaginative follow- through can save on production costs is Quaker Oats Gabby Hayes Show on INBC-TV. This unpretentious juvenile- appeal Western series, televised Sunday evenings through Sherman & Mar- quette, watches over every nickel that's spent. Two weeks before the air date. NBC-TV's Vincent Donehue and pack- ager Martin Stone have gone through all of the preliminary planning, design- ing and checking; are ready to slice costs. With the aid of the cost estimates and breakdowns, a running record is kept on the Gabby Hayes Show of whether the show is currently slightly over or under its budget. If it's over, the next show will have to cost that much less. If it's under budget, there is that much more to play around with in production next time. Everything is kept in balance, with the estimates as a guide. If the show • ••••••• "Advertising used to be mainly boast- ful or catchy — full of slogans, pictures of factories, or of business executives. Today its chief aim is to try to be help- ful and its keynote is service. It talks not so much about what a product is, but about what it will do for vou." JAMES A. FARLEY Board chairman Coca-Cola Export Corp. • ••••••• is necessarily heavy on scenery and props, as indicated by the cost break- downs, there will be talent cut-backs, elimination of fancy details and special costumes. If the show- is heavy on tal- ent costs, sets will be simplified (paint- ing walls with flat grey instead of sim- ulated log cabin effect, etc. I . The Quaker video show has also learned some cost-cutting tricks for it- self from these regular cost estimates and meetings. For instance, being a Western show, the program regularly called for a lot of period firearms as props. Estimate sheets showed that these were rented for an average of $10 each per week from a prop sup- plier, and would be used week after week. So, packager Stone bought a collection of antique pistols and shoot- ing irons for about $30 each. The costs will be more than amortized in a 13- week run. (For further details on Quaker Oats in radio and TV, see sto- ry, p. 30.) Apart from a smoothly-functioning production "assembly line" on a TV show, there are other gimmicks which enterprising agencies and producers use to cut costs. Creative and experi- mental camerawork, such as the reduc- tion of scenery and props to a mini- mum on Cameo Theater and the "frac- 62 SPONSOR &slfa J>bat#Cs "HOLLYWOOD REEL" • Movie Fan Magazine on Film* ^52 timely glamor-packed 1 2-minute films, featuring the real lives of Movie Capital personalities Clark Gable . Ginger Rogers . Gene Autry . Dinah Shore . John Wayne . Gloria Swanson Mercedes McCambridge . Charles Coburn . Ginny Simms . Kirk Douglas . Barbara Whiting Pat O'Brien . Eve Arden . Dick Haymes . Dorothy Shay . Spike Jones „ Barbara Britton Ella Raines . Lou Costello . Ronald Reagan . Frnr^e" " ' n Barbara Bel Geddes Dane MR. TELEVISION TIMEBTOER: Having trouble clearing time for your anno'.inoements? Trv this solution: use a «i;,(.P '''"a"v; „ '""••<■ *•** ,o N°W TO A """ BROADCAST MUSIC, INC. NEW YORK . CHICAGO . HOLLYWOOD and other costs are pegged, and can- not be cut. Howerer, sponsors will find that if they — and their agencies — will make up their minds to plan in advance, to forsake fancy effects for the sake of the effect alone, many of TV's fixed costs can be trimmed. * • • HUDSON PAPER (Continued from page 29) and listeners to the seven Hudson ra- dio stations were invited to write for a strip of four free coupons. Each was good for a different type of paper nap- kin. Results were peachy. Instead of re- peating the offer for several days in order to hit the 1,000,000 package mark, Hudson found itself besieged af- ter the very first day. When mail bags had been cleared away, almost 2,000,- 000 coupons, representing as many packages of napkins, had been request- ed. Altogether, over 400,000 individ- ual requests rolled in — many bearing several names. All the Hudson objectives were ac- complished, with interest. But what made the company and its agency slightly bug-eyed was the remarkable low cost of radio's performance. WOR. New York, did some well-justified chest-thumping when its morning man. John Gambling, accounted for more than 183.000 requests. Although Hud- son Pulp & Paper big brass are coy about the showings made by other sta- tions, WBZ. Boston, reported no less than 20.361 responses. When the slide rules finished click- ing, the average cost-per-request for the seven radio stations was found to be between one-half and one-cent! No such average for TV has been released by the company, but there are ver\ strong indications that it was over one cent per request — higher than radio. Asked what effect these dramatic re- sults had on Hudson's advertising strat- egy, advertising manager Staelin told sponsor: "We were very pleased with the results turned in by both media: especially since only a days advertis- ing cost was necessary to put over the entire promotion. Right alter the test we renewed Bride & Groom, our CBS- TV show. We also expanded in spot radio — picking up John Harrington and Jim Conway on WBBM, Chicago." \ 1 1 < 1 it seems certain the company will continue to expand the spot-radio SPONSOR Salesmaker .to the Central South Harveys, Nashville's Largest Store, uses WSM to talk to an area twelve times the size of Nashville. That's how Harveys became Nashville s largest store. Radio Stations Everywhere But Only One . . . with a talent staff of 200 top name entertainers . . . production facilities that originate 17 network shows each week ... a loyal audience of millions that sets its dial on 650 . . . and leaves it there! CLEAR CHANNEL 50,000 WATTS IRVING WAUGH Commercial Manager EDWARD PETRY & CO Notional Reprtltntatiret 24 SEPTEMBER 1951 65 K7IPI 1/ This smiling maiden with stars in her eyes. For a trousseau is shopping and here's how she buys. A twist of her wrist, her radio dial's what she sets. To WSPD, where she has trust in suggestions she gets. And, after the wedding through years of housekeeping bliss, her daily listening favorites she never will miss. So Sponsors, reach housewives, that we call Madam Buyer Buy time on WSPD, North- western Ohio's favorite Town Crier. I TOLEDO.OHIO A fxntinJwithq StcXon , schedule it had stripped to go into TV. Hudson's long-range advertising strategy rests on a "three-cornered stool'* of radio, TV, and magazines. Magazine ads make up the smallest seg- ment of the company's napkin promo- tion : they re run in women's maga- zine? distributed through the large gro- cery chains Woman's Day. Family Circle, others. Network television, with its 30-sta- tion hook-up, covers practically all the markets in which the napkin firm is interested. Weekly cost of the CBS show. Loth time and talent, runs just under $10,000. Rating-wise, the pro- gram ranks first among CBS daytime- TV offerings, second among all day- time network shows. There's little like- lihood of any significant increase in the number of TV stations, although Hudson would like to add a few mar- kets like Pittsburgh. Buffalo, and Mi- ami to its Bride & Groom network. As the Hudson ad budget fattens out to keep pace with rising sales (a new mill opening 1 October will add $15,- 000,000 to current annual sales of $30,- ()()().()()()). most of the increase will go to spot radio. The napkin firm has been steadily adding one radio station each month to its line-up. intends to continue. Eventually the company ex- pects to buy back its entire pre-TV spot radio schedule. It's currently eyeing such cities as Richmond, Washington. Baltimore, Cincinnati, and Cleveland. Why not spot TV, since the napkin outfit is still strong for visual demon- strations? That's not likely; Hudson got burned about a year ago when it toyed with the idea. A set of film com- mercials costing $7,000 had to be tossed on the shelf when good TV an- nouncement slots were unobtainable. The main points in Hudson's sales pitch, whether on TV or radio, are the fact that surveys indicate most women prefer Hudson napkins for their high quality; and thai they cost less than corresponding brands. Here's how John Nelson, m.c. on Bride ct" Groom, recently handled a middle commercial. He holds a flu IT \ while kitten in his arms: ". . . This little fellow is only a few weeks old. We \c been hunting around for a name for him up al our house. My little girl said to me, 'Daddy, let's call him Damask, mi account of be- cause he s so >olt and while. V.nd you know, she s right. Thai's win I brought him in here today. I thought that perhaps little 'Damask' here would impress on you, more than I could, how soft and how white Hudson Dam- ask Napkins are. These napkins are soft enough for babies' skin. . . ." Nelson then unfolds a Damask nap- kin, showing their two-ply construc- tion, pointing out their facial tissue quality. The clincher: ". . . You can buy Hudson Damask Napkins for prac- tically half the price of any other fa- cial quality napkin. . . ." Hudson's radio philosophy has de- veloped through trial and error. They've tried afternoon women's pro- grams, announcements slotted all through the day; just about every type of program, time, and kind of radio buy. From all the experimentation came the decision to use morning men with a strong reputation, wherever pos- sible. Explains admanager Staelin : "All we know is that, for us, this type of program works best. We're out to sell everyone and the morning man au- dience seems to give us just such a broad coverage." A recent John Gambling pitch over WOR, New York, typifies the Hudson radio approach: "Ladies ... if your family likes par- ties . . . here's how you can give them a wonderful surprise tonight. Simply dress up the dinner table with a bright, colorful Hudson Rainbow Napkin at each place. . . ." Gambling tells how the pink, green, and yellow napkins can be used to dress up the dinner table, then winds up with: ". . . Hudson Rainboiv Napkins are so soft ... so strong and absorbent — you'll see why, in a recent survey, women said they prefer Hudson Paper Napkins over all other brands com- bined. . . ." Hudson's operation is far from typi- cal of what's done by the other 40 or so paper manufacturers in the business. Most paper mills turn out a broad line of household and industrial items — napkins, toilet tissue, paper towels, gro- cery bags, wax paper, multi-wall sacks, facial tissue. Hudson does, too: but. unlike other firms, close to 95% of its $750,000-a-year ad budget is ear- IDAHO'S MOST POWERFUL 10,000 WATTS K C E Iff BOISE, 185.000 CUSTOMERS 66 SPONSOR Relation oP H us h Pm ppy, Jebraska, DOUBLES in 6Houis By Harold Soderlund Sales Manager Hush Puppy, Nebraska, is not on the map! But, it typifies hundreds of rural towns that are on the map in the Midwest Empire covered by KFAB. Surrounding each rural town in the KFAB area, are hundreds of farms. Responsible, educated, well-to-do families live on those farms. Like the rural town people and the city people, they listen to KFAB. But, unlike the city people, they do most of their shopping on Saturday afternoons. They speed to their favorite "Hush Puppy" and shop and visit, shop and visit. In towns of 1,000 population, the enthusias- tic shoppers that pour into them, often number more than a thousand, and quickly, for a few hours, DOUBLE the population. These farm families have money. They spend it for farm equipment, for food, for electrical appliances, cars and hundreds of daily essentials. They buy the things that make their work easier and their lives more enjoyable. You can send your advertising messages daily to many thousands of people who DOUBLE the population of hundreds of "Hush Puppies" in the Midwest Empire, by using the 50,000 watt voice of KFAB. An announcement schedule is now available that will make it possible for you to reach ALL of the KFAB listeners. Let us know by phone or wire that you are interested and we'll quickly reply. ^ $ Represented by FREE & PETERS Inc. General Manager: HARRY BURKE marked for household paper napkin promotion. This despite the fact that napkins account for only 20% of the company's dollar sales volume, so far. Hudson's single-minded drive to up napkin sales has had several valuable results for the manufacturer. It claims to have cornered 38% of all packaged household paper napkin sales in the entire country and over half of those sold east of the Mississippi. (The firm doesn't try to compete with suppliers of "industrial'" paper napkins, who ac- count for over half of the total produc- tion.) The Hudson lead promises to increase, too; reason being that com- petitors shift sales pressure to toilet tissue, towels, facial tissues, etc., rath- er than buck Hudson's stiff napkin pitch. Competition for the household paper napkin trade is scattered. No other firm has as extensive and concentrated a market area as the one carved oul by Hudson. Its distribution covers all but four of the 24 states east of the Mississippi. After sewing up the At- lantic coast states, Hudson opened up Chicago a year-and-a-half ago and be- gan working south. West Virginia sc- cumbed only last month — Kentucky, Tennessee, Alabama, and Mississippi come next. Freight rates have a lot to do with the firm's pausing at the Mis- sissippi: its three factories are in Au- gusta. Me.; Bellows Falls. Vt. : Palatka. Fla. By contrast, most other producers of household paper napkins do a regional business. A strong competitor for the New England market is Statler, which plugs hard for its toilet tissue via Yan- kee Network radio shows, secondarily boosts Statler paper napkins. Blue Ribbon is another strong Hud- son competitor; sells its napkins heav- ily through New York, Pennsylvania, and into many Midwestern and West- ern states. A Chicago Tribune survey, for example, recently credited Blue Ribbon with 13% of Windy City nap- kin sales, but posted 31% for Hudson. Napkins, however, are not this com- pany's main item either. It puts main emphasis on its Vanity Fair facial tis- sue. Marcal Paper Mills, Inc.. whose nap- kin sales ranked second to Hudson in New York and Philadelphia surveys made by Pulse and American Research Bureau respectively, leans heaviest on wax paper and paper handkerchiefs. 1000 WATTS WPAL programs to well over 200,000 negro isteners — selling with such programs as "Blues 'n' Boogie", "Harlemoods", "Jive Parade", and the new month-old "In The Garden" program of request hymns and spirituals, heard Mondays through Fri- days at 8 a.m. Conducted by Charleston's outstanding negro leader, Emmett A. L. Lampkin, former Broadway and network radio actor, this appealing program has found its way into the hearts and lives of our Southern people. Let the charm and simplicity of "In the Garden" sell to the Southland for you . . . See our representatives. While Marcal is fourth or fifth in wax paper sales, it's unchallenged in hand- kerchiefs. The Marcal ad budget is split about evenly among radio, TV, and maga- zines. Its broadcast line-up, now bare- ly a year old, covers New York, Chi- cago, and Detroit. In New York there are participations on Martha Deane and McCanns at Home over WOR; plus Tex & Jinx over WNBC. TV partici- pations run on the Josephine McCarthy show over WNBT. Marcal's Chicago line-up is Hi Ladies! WGN-TV, and Housewives Holiday, WENR-TV. In Detroit, it's Charm Kitchen over WXYZ-TV. Chicago and surrounding territory is probably one of the most competi- tive areas in the country for paper napkins. Besides Hudson, Blue Rib- bon, and Marcal brand napkins, there are other strong contenders put out by United Paper Mills, Wisconsin Tis- sue Mills, and National Paper Compa- ny. Both United Paper and Wisconsin Tissue are firmly entrenched in the in- dustrial Midwest, while National Paper is a newer, smaller outfit which mar- kets "Swanee" brand napkins. Ad- vertising, especially over the air, is sporadic for all but Hudson and Mar- cal. Of minor importance nationally are Scott and Doeskin Products. Scott, easily first in paper towels and wax paper, has just begun experiments with paper napkins for the first time. Doe- skin uses the Eloise Salutes the Stars television show on the DuMont net- work. Doeskin tissues get the main play, with the firm's napkins thrown in as a hitch-hike. Such is the paper manufacturing industry. Hudson has taken first place among household paper napkins within its market area. This is one of the Com- pany's objectives — to outsell all other napkin brands combined in every mar- ket it enters. So far, surveys show, the aim has been accomplished within two years in each case. Hudson envisions a continually ex- panding market for its paper napkins. The biggest chunk of these increased sales will come, according to Richard Staelin. from greater consumption by present users, more so than from bring- ing in new users. Either way it's a job that can, and is. being done by radio and TV. * * * 68 SPONSOR w, A/ottfoewc OAio.. ti v. J I ihe SPOT-for SPOT RADIO Many of America's leading advertisers find the WGAR microphone one of the most effective ways to reach the rich Northern Ohio Market. Here's Why. . . • POWER — 50,000 watts. • COVERAGE AND MARKET— 39 counties with 1,312,320 radio homes and an effective buying income over six billion dollars . . . [98% coverage of all homes. • NETWORK — CBS Radio Network. • LOCAL PROGRAMMING -Winner of The Cleveland Press Radio Poll for local program popularity five consecutive years. • LISTENERS — 8 out of 10 top rated shows. Total share of audience greater than the next two stations combined. An auto radio audience listening to WGAR a total of 411,708 half-hours daily. • IMPACT — No double-spotting. Every announce- ment and program is showcased to increase advertising results. Choose the right sales tool for selling your product or service. It's WGAR. WGAR Cleveland I-jtfm^ 50,000 WATTS . . . CBS \Vll gl RADIO . £ '■;■') \ Represented Nationally by .AMERICA'S GREATEST ADVERTISING MEDIUM ^ -^- - c, ,D. a r „„„„ itft -■& Edward retry & Company 24 SEPTEMBER 1951 69 YOU DON'T NEED $1,000,000 TO DO RADIO RESEARCH Continuing studies on product usage with Pulse cross-sec- tion samples of radio homes are possible on a monthly basis at little extra cost to subscribers. Every month Pulse interviews thousands of homes in 18 dif- ferent markets, in connection with the Radio Pulse surveys. A few extra questions at the end of the regular interview, on a continuing basis would give invaluable data on trends in buying habits and preferences. Look for this column on the third Wednes- day in October — October 17 — for another example of Pulse research. THE PULSE Incorporated 15 West 46th Street New York 19, N. Y. ROUNDUP ( Continued from page 57) Extensive mailings are now supple- menting the presentation. A set of three scratch pads to agencies and cli- ents with the kangaroo motif ... a small package of Kellogg's Pep with a little card enclosed . . . "Pep up those '52 budgets by including WGFG and WJIM" ... a small bottle of Upjohn vitamins with a similar card telling timebuyers and clients to get a lift with their sales through the use of these markets. Other mailings: picture post- cards from Lansing. Kalamazoo and Rattle Creek. The final presentation punch: on the day before the affilia- tion, a night letter will be sent to the entire mailing list of agency personnel and clients stating that at midnight thousands in the heart of Michigan will hear NRC for the first time and, coin- cidentally, with the affiliation millions of people will be turning their clocks hack (me hum I'oi the return to stand- ard time. Briefly . . . The Atchison, Topeka and Santa Fe Railway is sponsoring Assignment Southwest on KVOO. Tulsa. The show, on Tuesdays and Thursdays from 6:45 to 7:00 p.m., acquaints potential San- ta Fe passengers with colorful stories about the Southwest, the people, the places and events of Oklahoma. Kan- sas. Colorado. New Mexico. * * * Sears. Roebuck and Company- marked two "firsts" for itself recently. One, its entrance into TV sponsorship beginning on 12 September with KTTV's The Dude Martin Show. Sears, with this sponsorship, also became the first retail outlet on the West Coast to contract for a major nighttime televi- sion show. « * *- The Fitzgeralds on WJZ-TV can take a bow for their summer selling stint for fur storage. F. Raymond Johnson reports fur storage during the period he used TV was up 14% over the pre- vious year. He adds his remodel and repair business also showed a sizable increase. * * # Timebuyers are getting an unusual sales presentation from KNRC's Judy Deane (San Francisco). It's a 78 rpm recording delivered by performer Judy Deane herself. Opening and closing tunes, types of commercials available on the Judy Deane Show, and the star's warmth and charm are all presented engagingly on the disk. The record arouses more interest than could be attracted through a printed piece, the station reports. * * * Jimmy Delmont's Beach Party, a d.j. show, rotates among three lake fronts in Minneapolis and St. Paul. For two hours each Saturday afternoon, WTCN listeners and lake bathers are enter- 2 ~* wfL .8 ... ' ** mi iV .^^^^^^ v id Wi>*..- -i^rT UTTHM Zu^&mm JB&Sis «/* i 1 P»mV m I, %:M. : 1 \t.uVL..L-\iiM t Beach fashion show is audience-getter at shore tained with music, a Miss WTCN con- test, and giveaways. Added touch: Anthonie's Apparel Shop, one of the sponsors, conducts a fashion show dur- ing the program. Other advertiser. Palm Reach Cosmetics, completes the lakeside tie-in. * * * QUAKER OATS l Continued from page 31) Ken-L-Products dog foods, and Puss "n Roots cat foods. This vast food empire is a result of many mergers. It began in 1832, when Quaker's oldest unit, a flour mill in Akron. Ohio, initiated operations. An- other milestone was in 1877, when the Quaker Mill Company was incorporat- ed in Ravenna, Ohio; the partners, im- pressed with the strength and charac- ter of the Quakers, shrewdly chose "the figure of the man in Quaker garb" as their living trade mark. Not too long after, in 1889, the Aunt Jemima Mills, with a smiling black mammy as its human symbol, originated at St. Jo- seph, Mo. Ultimately, in 1901, the Quaker Oats Company sprang up. fus- ing its predecessors, with headquarters in Chicago. Since then, Quaker has virtually gir- dled the globe. Its 17 variegated plants straddle the U. S. from Tecumseh. Mich., to Portland, Ore. Subsidiaries flourish in Canada, England, Holland. Denmark, and Germany. Sales repre- 70 SPONSOR In Northern California MORE PEOPLE LISTEN -more often -to KNBC than to any other radio station KNBC's 50,000 watt IS on-Directional transmitter reaches all the markets of Northern California . . . KNBC lias the biggest and most loyal audience in the San Francisco-Oakland Metropolitan Market — the seventh largest, fastest-growing major market in America. And as a plus, KNBC penetrates all the rich, fast-growing markets throughout Northern California. I'LUS markets like Stockton- Modesto, Ukiah-Mendocino, Napa-Santa Rosa, Santa Cruz-Monterey, Sacramento, San Jose-Santa Clara, and Eureka-Humboldt County. ONLY KNBC can reach all these markets — in one, big economical package. KNBC sales reps will show you how... KNBC delivers MORE PEOPLE (in one pack- age!)—at LESS COST per thousand — than any other advertising medium in Northern California. IfilF'^l1 PLUS-Market Case History San Jose-Santa Clara • Populalion-288,938, an increase of 65.2% from 1940-1950 • Effective Buying Income' - $415,346,000, an increase of 166.4% • Retail Sales' -$302,670,000, up 206.2% • KNBC Audience —Week after week, almost nine-tenths (89%) of the radio families listen regularly to KNBC *Sales Management's 1951 Survey at Buying Power Northern California's NO. 1 Advertising Medium 50,000 Watts -680 K.C. San Francisco Represented by NBC Spot Sales 24 SEPTEMBER 1951 71 BIGGEfcSflA* m the 6^/itoct SOUTH FLORIDA MARKET CMANKIEL4 MIAMI Covers wis mm, TAiT-GROWING MARKET ...REACHING NEARLY 750,000 PERMANENT RESIDENTS p6u* NEARLY 2,000,000 ToueiftTS &0VUJ yfiXUt. GREATER MIAMI ALONE (N BC t a comPact market of 54 • LI. CIIItS!» counties in Eastern New York and Western New 0 428 tOWnS England whose population exceeds that of 32 states. • 54 counties • 2,980,100 citizens • 840,040 radio families • only NBC station • more people than 32 states • more goods purchased than 34 states • more spendable income than 36 states MM 11 Y ™E CAPITAL °F THE 17lH STATE A GENERAL ELECTRIC STATION REPRESENTED NATIONALLY BY NBC SPOT SALES 79 time, either in terms of ridicule de- signed to win laughs or in terms of moral indignation. All this, remem- ber, was justified as a contribution to traffic-safety education. The Post-Kefauver debate is, there- fore, an old debate focussed upon the techniques of a latter-day medium. Traditionalists and civil libertarians feel that the invasion of rights of wit- nesses, the picking and choosing in advance of trial, the inevitable deci- sion, by somebody, that these witnesses arc themselves guilty, with the cross- examination governed accordingly, all add up to very dubious precedent. In radio the sponsor reaction to un- i mil rolled special events, visits to ton its, sidewalk interviews, coverage of fires and disasters was one of grow- ing doubt. Sponsors and program packagers correctly evaluated the en- tertainment possibilities in people, as such, divorced from the costs and judgment hazards of formal plotted drama with paid actors. But audience participation was safest when under studio control and some degree of pre- air rehearsal. It seems probable that sponsors will, in TV, also sidestep the risks of special events and choose in- stead the disciplined pre-filmed. pre- edited audience participation. There is this further paradox in the Kefauver hearings: they very definitely established the highly immoral con- clusion that crime does pay, and pays very well. Radio, movies, and tele- vision have all been pledged to leave a contrary impression with the public. • • • MEN, MONEY, MOTIVES {Continued from page 6 1 good natured, delighting in other peo- ple's tongue-slips and embarrassments, never passing up a dialect or a gram- matical error, except, of course, his own. On occasion he dances along the thin edge of innuendo, always pretend- ing innocence and in the event the con- testant is off-color quickly alibiing that he didn't know the gun was loaded, which is like being surprised when Mae West sjets around to sex. In the event oi a faux pas on the the air the quizmaster's long years of devotion to total babble enables him to throw a bridge of words over the blun- C+A+M@2/s$$=KTBS&U -A- OVERAGE UDIENCE ;|: \\ rite foi details why your advertising gets all three extra benefits in this rich tri-state oil and gas capital . . . and at milv 2/.S t In- cost ' ERCHANDISING . . at 2/3 the cost! KTBS SHREVEPORT 10,000 WATTS-DAY 5,000 WATTS NIGHT 710 KILOCYCLES NBC Natl. Rcpresenfofive: Edward Petry & Co., Inc. der. He goes on merrily chattering while studio attendants rush the moron off the platform. Afterwards the spon- sor invariably congratulates the gab king for his fast thinking, which the sponsor confuses with fast talking. Don't get us wrong. We're just as jealous as you are of the $125,000-a- year the gift brings to the rollicking, frolicking, oopsy character. He's got something special. You can't grow it. You can't classify it. It's just some- thing that makes the impossible come true, that turns trite remarks into a reputation for wit. Did you see the middle-aged citizen who had been stripped to his shorts and dressed up in a Hawaiian grass skirt? That was his comical forfeit lor not knowing who was buried in Grant's Tomb. As they proceeded to give the subject the biz, piercing shrieks of unalloyed glee were brought up full by the studio engineer. * * * Now the announcer steps in for the payoff. Here is his punch: all this wonderful fun is true and good and wonderfully democratic. It couldn't happen in a stuffv old dictatorship. No. siree. And no, siree, don't you ever dis- count the miracle of the good old per- sonality announcer. He's more Amer- ican than whiskey with a beer chaser. • • • MARKET TESTS (Continued from page 39 I modify it; or duplicate it nationally. /. The planning stage. Many an optimistic manufacturer becomes so enthusiastic about the test, especially when he learns it will probably run in- to a five-figure budget, that he wants to test everything . . . two different prices, three package sizes, two appeals, radio vs. newspapers, one-cent sales vs. couponing. He quickly learns the first rule in testing: only one test factor can be varied at a time. If you're testing the pull of one medium against another, then you can't monkey simultaneously with different merchandising angles; not if you expect to unravel the mean- YX) SPONSOR ROW '0 vnyour c/ial Al ban/,N .Y CUTS ADVERTISING Saratoga SCHENECTADY Bennington, Vt. Pittsfield, Mass. COSTS and SELLS the .ghkeepsie ALBANY "Go/den Triangk MORE AUDIENCE WROW beats Station X (the only other Network affiliate in Albany) by 640 families according to BMB. WROW shows a BMB of 1 0% or better in 1 4 coun- , ties ... 2 more than Station X. LOWER COST WROW has a lower cost per 1000 families than any other station in Al- bany. WROW has lower rates than any other Network affiliate in the Capital District. PROMOTION WROW's promotion story could not possibly be told in this small space! For the complete story, contact: The Boiling Company FIRST on your dial with MUSIC, NEWS and SPORTS J*7U on your dial 5,000 watts exclusive MUTUAL outlet foi the Capital District ing of sales figures which result. Con- fining? Yes. hut more than one omni- bus test has wound up with its spon- sor;- unable to put their finger on what factor caused the sales curve to dip or rise. \\ ilh this restriction in mind, tests tend to be as narrow and straightfor- ward as possible. Many phases of the ad strategy which might be market tested, if there were enough time and money, are decided on without test. For example, copy themes are often hied out on an ad agency s consumer panel to see which appeal sells best. This cop) appeal is then used in elim- inating a possible variable. This kind of preliminary decision making happens most often when com- plete^ new products are tested. The manufacturer of a new product wants to know first of all whether his item is acceptable to consumers — does it fill a need? Secondly, lies interested in dis- < (Airing the best way to merchandise it so as to build up sales quickly and broaden distribution. These are man- sized objectives, leave no room for tin- kering with the question of appeal, or media too. But in the case of long-established products which seem to suffer from the mal-de-mer of a sliding sales curve, copy appeal is frequently re-tested. Several years ago Colgate-Palmolive- Peet raised a worried eyebrow at the disturbing trend of its Palmolive soap. Clearly the old brand of soap had lost some of its appeal. A succession of dif- ferent copy themes were duly tested while sales edged downward. The corn- pan v found the "T4-dav Palmolive Plan" appeal successful on a test ba- sis, steadied its national advertising on that theme, and reversed the sales trend as a result. Block Drug's Amm-i-dent Tooth Paste is another case in point. It's al- so an interesting case history on the use of spot radio as a test medium. Ac- cording to George Abrams, Block Drug advertising manager, the firm wanted to try out a hunch when it launched a recent test. Block Drug, one of the big- gest buyers of radio in the country, had been using the air heavily for Amm-i-dent all along — in contrast with its rivals, who leaned toward magazine ads. Most of the smart magazine users harped on one theme: "Clean your breath while you clean your teeth, or -(in ething close to it. Why not, thought Abrams. convert the "bad breath"' theme to radio? It seemed to be working well for com- peting brands. The firm continued its transcribed dramatization plugging the value of Amm-i-dent as an ammoniated paste that reduced fermentation in the mouth, and therefore cavities in the teeth. At the same time they launched a nine-month test of the bad breath theme in July 1950. Block Drug and agency Cecil & Pres- brey chose five cities in which to try out the new appeal: Fort Wayne. Ind. (pop. 120,000); Grand Rapids. Mich, (pop. 165,0001; Madison, Wis. (pop. 70.000) ; Portland, Me. (pop. 75,000) ; Roanoke. Va. I pop. 70.000 I . These cities covered a range of types common throughout the country — medium and small industrial, cural farming center. They also sampled Midwest. Northeast, and Southern markets. Radio carried the entire advertising load, since this medium had been used consistently for Amm-i-dent and had shown its value. The "clean your breath" theme was incorporated in 14 the 8% Buy in Knoxville! Not the biggest station, but the BIG BUY in cost per thousand homes reached in Knoxville's "gold- en circle""1 . . . the industrial metropolitan area of 335,000 people. Cover this compact market with WBIR AM and FM, both for the price of one. The Boiling Company one-minute announcement versions transcribed for broadcast. Again fol- lowing previous experience, about 80 % of the test announcements were slotted in the early morning, between 7:00 and 9.00 a.m. Average frequency was about 10 announcements per week on each station. After the first 26 weeks of testing, results were so convincing that Block Drug switched all its advertising ap- proach to the new appeal. They now spend $1,000,000 on radio promotion for Amm-i-dent, another $1,000,000 on TV. The ABC network radio show A^o School Today accounts for part of the radio budget, while spot radio an- nouncements take up the rest. On tele- vision, there's Danger over CBS-TV net; spot TV announcements planned. 2. Selecting a test market. This is one of the first and trickiest jobs tac- kled by a market researcher. It must be a self-contained market so that out- side business conditions and advertis- ing activities don't spill over into the test market, thereby muddying results. This rules out the suburbs of large metropolitan cities like New York. Chi- cago. San Francisco, Los Angeles. Another prime requirement for a test city is the researcher's ability to get accurate sales figures. This inevi- tably means visiting a goodly sample of retail stores, checking inventories and invoices. Many testers rely on outside research outfits like A. C. Niel- sen, Burgoyne Grocery & Drug Index. Stewart Dougall Surveys, choose cities where these services are available. Niel- sen, for example, provides sales figures for food and drug items in 29 areas every 60 days. (The firm will also set up special store panels on specific items for a limited period of time. I Here's a close-up of how one large food manufacturer and his agency fixed on four test cities for a recently- introduced breakfast food. They looked first of all for cities with the*e three qualifications: 1. A market where jobbing and wholesale areas were clearly de- fined, so as to keep accurate track of product sales. 2. \ market where the same media were available as would be used in a national campaign. 'i. \ city with enough diversified businesses so that a single strike or failure would not throw the whole market completely off- stride and ruin results. 82 SPONSOR Are you supporting a lot of loafers? Are you giving shclfroom to unmarked, unbranded products that sit around, contribute little, and risk your reputation? That still happens these days, and brother — it's doing business the hard way! Granted "one-shots" may occasionally undercut the prices of the "brands"— but look at the chances you have to take. You'll have to spend more time explaining and selling "unknowns"— you'll have to push them against customer preference — and if they don't make good, you take the blame. The retailer who handles advertised brands profits from the label prestige of famous makers and from a year in and year out advertising program reaching millions of readers. That's why you make your business stronger when you keep the force of famous brand names behind your selling. Let your customers know they can get from you the brands they know and want. Why be content — or expect them to be content — with anything less? With an 8 to 1 preference for branded merchandise— can you afford to push anything else? Give your customers what they ask for — it's bad business to substitute INCORPORATED A rwii -profit educational foundation 37 WEST 57 STREET, NEW YORK 19, N. Y. 24 SEPTEMBER 1951 83 Going bevond these generalizations, these testers were after a cross-section of typical American markets. Cincin- nati (455.000 pop. I was chosen as a "miniature metropolitan" market, com- plete with commuters and a substantial number of white-collar workers. Day- ton (210.000 pop.) and Peoria. 111. i |l)5.0(l(l pop.) were picked to repre- sent the medium-sized, strong urban market self-contained, with their own diversified industries. Terre Haute. Ind. 1 65.000 pop. I rounded out the quartet of test cities as a typical rural center ( researchers wanted to sample the reactions of people living on sur- lounding farmland). The lest media to be used throw a further complication into choice of markets. Since researchers follow the dictum -never do anything in a test market that can't be duplicated nation- ally— each market chosen must have both newspapers and radio stations to be representative. Selecting markets from a media viewpoint can be highly complex. Here are the points to watch in buying radio or TV time for tests. according to Carl H. Henrikson. Jr.. former research director of J. M. Mathes & Co. and now v. p. and general manager of S-D Surveys. Inc. ( New York market research specialists I . 1 . \ competitor should not have a program in one of your test markets and not in the others; such unequal competitor influence represents an un- euntrolled variable. 2. All the stations used should have about the same "listener lovalty' in *'He who works with his hands is a la- borer; with his hands and his head, a craftsman ; with his hands, his head, and his heart, an artist. He who works with his hands, his head, his heart, and his feet ... is a salesman." LOIS INGALLS, Sales Promotion Manager, I. Miller & Sons, IS. Y. their respective markets. Matching a schedule on a powerful network or in- dependent station against a similar schedule on a small secondary station isn't scientifically fair. 3. Take into account nearln large- coverage stations which exert a strong effect on listening in the market city or cities. Such outside "overlap" should be the same for all test markets to avoid bias. 4. Match announcements against an- nouncements, programs vs. programs. / eople ue// Setter than 1 after •» • • and You Can Cover Central New York with ONE Radio Station ACUSE 570 KC NBC Affiliate. WSYR-AM-FM-TV— the Only COMPLETE Broadcast Organization in Central New York Headley-Reed, National Representatives time periods against the same time pe- riods— unless type of air advertising to be used is what you're testing. And if the most effective way to use a me- dium is being tested, then all other factors must be the same in all test cities. 3. Running the test. If planning and market selection are careful 1\ thought out by expert market research- ers, the test itself should come off with comparative ease. How long does a test normally take? Between three and six months is the usual run — a trial period which agency and independent re- searchers universally consider far too short. Nine months to a year's test would suit them better. Main reason for wanting a longer test is to allow time for re-purchase sales. Initial sales are apt to be one- time flashes which give a false glow. What testers want to know is what the long-term picture will look like — will the product hold up? They can't al- ways wait for a completely definitive answer, since each extra month adds expense, gives competitors more time to work up counter-moves. One device which some researchers use to speed up tests is to "over-spend' in the test markets. This means tele- scoping the advertising impact into a shorter space of time by running big- ger schedules than the budget could afford on a national scale. The prac- tice isn't universal, since it does some violence to the principle of not doing anything in a test market that can't be duplicated nationally. A safer way to save money is by working out cooper- ative arrangements with local dealers who kick in part of the media costs in return for the extra advertising their market is getting. One important thing to remember is that market tests must be kept top se- cret. The reason is obvious. For one thing, there's no point in spending a small fortune to find out something, only to tip off a competitor for free. Besides which it's not unknown for a well-heeled rival to throw an intensive couponing drive right into a competi- tor's test market. Such "coincidences" occur often enough by accident without encouraging such a deliberate upset. One of the classic examples of what can happen when a competitor learns of your test is the story of "Surf" I Le- ver Bros, i and "Tide" (Procter & Gamble i. In L949, Lever planned to buck the head-tart which the P & <- 8-4 SPONSOR washing product had built up by de- veloping and testing a new appeal. In several carefully selected markets, the inhabitants were urged to buy "Surf," Uiat "no-rinse" soap powder which could cut their washing time in half. Lever Bros, executives smiled happily at one another as results proved the "no-rinse" appeal a smashing success. Plans for a national promotion were read:ed: it looked like there might be a licking ahead for P & G's "Tide." Imagine, then, the consternation which struck Lever Brothers when in January 1950 their arch-rival stole a march on the new appeal. Following a country-wide series of emergency meetings, the entire P & G empire turned itself inside out to revamp "Tide" advertising. Before the "Surf" campaign could be launched. "Tide" wrapped itself in a "no-rinse" appeal and swept away with the market. Close to two years after this maneuver, "Tide remains the top-selling soap powder, while "Surf" never quite got off the ground. How did Procter & Gamble find out? Probabl) through its extensive sales force. Salesmen make it a point to look around when they visit retailers. Any new product or campaign can be spot- ted quickly and word passed on to the home office. One other source of "leaks" is the occasional blabbing of media salesmen. The radio/TV director of a medium- sized ad agency told sponsor that in at least four tests which his agency has run via radio or TV, word has gotten to competitors within three days. But larger agencies quizzed on this point, report no such difficulty. To be on the safe side, market testers would do well to keeo a tight rein on test details when lining up media schedules. 4. Measuring results. What makes market testing so expensive is not the cost of buying advertising alone, but the tab for keeping track of sales curves. Actually, this is the pay-off op- eration; a test is wholly wasted unless its impact can be accurately measured. Measuring sales is done most often right at the retail level. Factory ship- ments don't usually tell enough, since they reflect wholesaler and dealer in- ventories which may be idling in storerooms. Wholesale shipments are scarcely a better gauge of how main product packages are actually being bought. Safest measuring instrument is the "store audit" bv field men. ^wHimiiiiiiiiiiiiiiiiiiiiiinimiiiiu hiii mini iiiiNiimmiiiHii free WITH YOUR SUBSCRIPTION TO SPONSOR THE NEWLY-PUBLISHED 72 PAGE TV-DICTIONARY/HANDBOOK FOR SPONSORS Defining more than 1,000 television terms and uses, the $2 pocket-size dictionary is the only publication of its kind. Including a sign-language for TV, valuable data on camera and lens usage, TV union particulars, and other pertinent TV information, the new dictionary will be a prized possession you'll refer to again and again. Be sure you get a copy by entering your sub- scription to SPONSOR without delay. Yearly subscription rate is only $8 for the 26 bi-weekly issues ; the two-year rate of $12 is SPONSOR'S most popular value. Bulk TV Dictionary rates on request. PLEASE USE THE FORM BELOW AND MAIL TODAY ! r SPONSOR 510 Madison Avenue New York 22 Please enter my subscription to SPONSOR and send me FREE the new 72-page TV Dictionary/Handbook. Bill me later. 1 Firm Address L City _ □ $12 two years .._ Zone □ $8 one year \y /fvE£?K '*y*#*cii ^^"y^*e^.*^m&^i& ^££PT£ ove picture wot to August 14, 1951. A month earlier, July 14, this area wot under 14 to 18 feet of water. Midwesterners are noted for their wholehearted determina- tion. And because cf this determi- nation, Greater Kansas City and the entire recently flooded sec- tions of Kansas and Missouri are "Back in Business"! Kansas City is entitled to a mighty salute — not only for its quick return to normal, but for the manner in which flood con- trol legislation is being enacted to prevent a recurrence of flood- ing in the heart of America. That same determination and coopera- tion will see all partially com- pleted projects to a finish and the necessary new water control sys- tems built without delay. Hats off to Kansas City and the Midwest! Standing in the midst of this spirit, The KMBC-KFRM Team can see only one ultimate result -a BIGGER AND BET- TER KANSAS CITY! Represented nationally by Free & Peters, Inc. B H 4*8c i> Hi 111H- TO SELL THE WHOLE HEART OF AMERICA WHOLEHEARTEDLY, IT'S % KMBC-KFR Tea, n VLUtil CD} ArtlLIAIt PROGRAMMED BY KMBC ■■■ ■■■ OWNED AND OPERATED BY MIDLAND BROADCASTING COMPANY .7tf RADIO AND TEL ON STATION REPRESENTATIVES NEW • BOSTON • CHICAGO TROIT • SAN FRANCISCO ATLANTA • HOLLYWOOD ICTOBER 1951 50c Per Copy $8 a Year Report to Sponsors page 52 Agency Profile paga 60 page K "Old Rough and Ready" learned fast The last assault and fall of the Alamo. Zachary Taylor, 1 2th President of the United States, was a political novice when he moved into the White House. But "Old Rough and Ready," Virginia born and bred, wasn't long in learning. In short order the hero of the Mexican War, by diligent study, was master of his new assignment. In 1944 WMBG proclaimed its faith in television with a full page newspaper advertisement, an unparalleled action. On April 15, 1948 WMBG's sister station, WTVR, became the South's first television outlet. More than three years old, WTVR is one of the real grandaddies of commercial television. And like Zachary Taylor, its owners have learned fast how to put it to good use for viewers and sponsors alike. WMBG*" WCOD'" Havens & Martin Stations are the only complete broadcasting institution in Richmond. Pioneer NBC outlets for Virginia's first market. Represented nationally by John Blair & Company WTVR™ FIRST STATIONS OF VIRGINIA ler form mew Iscription Order fori for new subscripti to Success of Knickerbockei campaign spurs new Ruppert air drives Defense program now minor factor in ad plans Trend to spend lower share of sales for advertising continues J. C. Penney planning radio and TV campaign Tip to agency men who oversee TV production Having pulled out of red as result of successful launching of Knicker- bocker beer (largely through radio, TV), Jacob Ruppert Brewery is plan- ning to push 3 other products on ai r extensively, starting mid-Octo- ber. Light Ruppert Ale, Mory's Old Stock Ale, and Ruppiner Dark Beer will be featured in announcements on 35 radio stations in New York, Massachusetts, New Hampshire, Vermont, and other Eastern areas where Knickerbocker campaign was so successful. Products will be featured as well in 8, 30, and 60-second commercials on Allen Funt ' s "Candid Camera" TV show, currently on stations in New York, Boston, and Provi- dence. Ruppert agency is Biow. -SR- In contrast with attitude immediately after Korea fighting began, ad- vertisers today feel defense program is relatively minor factor in making plans. That's implicit in results of ANA survey of 130 compa- nies which shows that less than one out of 8 made any changes in ad budgets because of defense program. Companies which did change, most of them in industrials category, have reduced budgets average of 11%. Called "A Twelve-Year Cycle of Advertising Expenditures," survey was presented at 42nd Annual Meeting of ANA by V.P. M. L. McElroy. -SR- Same ANA survey referred to above uncovered interesting evidence of continuing trend to spend less on advertising in proportion to sales. Since 1939, percentage of sales spent for advertising has declined by as much as 242.9% (in case of auto advertising). Decline in other categories is not so steep, but is nonetheless significant. Among 16 reporting food and groceries firms, for example, percentage went from 5.0 in 1939 to 4.3 (estimated) in 1951. Largest spenders by far in proportion to sales are still drug and cosmetic firms with 28.0% estimated for 1951. Reasons for decline in ad expenditure relative to sales include fact that advertising costs have not risen in proportion to costs of other goods and services ; and fact that many accounts did not have to sell hard during years of "scarcity economy." -SR- Look for new campaign by J. C. Penney Company to break soon via Roy S. Durstine. Clothing chain is currently doing research on types of air advertising best suited to its needs. Agency spokesman said there' s possibility plans may include radio, TV network and spot. -SR- When checking on quality of film commercials over studio closed cir- cuit, don't be fooled by tricks of some engineers who turn up signal strength to make picture look brighter, full of contrast. Advised TV engineer, himself accustomed to putting one over on agency supervis- ors: "Check film quality off the air, not in a closed circuit." Same engineer, located in key metropolitan station, complained of poor film quality in TV commercials which leads him to doctor picture for agen- cy's benefit. "Many producers," he said, "are still unfamiliar with TV's requirements and go in for too much shadow. " SPONSOR, Volume 5, No. 21, 8 Ortober 1951. Published biweekly bj SPONSOR Publications, Inc., al ::il» Kim Aye., Baltimore, Md Executive, Editorial, Circulation Office "10 Madison Ave., New York 22. $8 a year in U. S. $9 elsewhere. Entered as second class matter 29 January 1949 at Baltimore, Md. postofflce under Act 3 March 1879. REPORT TO SPONSORS for 8 October 1951 Did Jean Muir With full year elapsed since General Foods dropped Jean Muir, company furore hurt has been able to get perspective on incident's full effect. Conclu- Ceneral Foods? sions: (1) sales were not affected ; (2) little or no harm was done to firm's reputation with public. Last October, when Muir case hullabaloo was at its greatest, General Foods had Opinion Research Corporation of Princeton, N. J., take nationwide Gallup Poll. Less than 40% of na- tion, it was indicated, had ever heard of case. Of these, less than 3% could link name of firm or product involved (Jell-0) with Jean Muir. (For details on General Foods' view see article page 27.) -SR- Ceneral Foods In preparing 3-part article called "The truth about Red Channels," frankness about SPONSOR found few agency or advertiser executives willing to speak "on Red Channels the record." Great majority of those contacted stated categorically contrasts with that they believed Red Channels was harmful to advertising and improp- mum attitude in er, but asked that no mention be made of their own or company's name. ad circles General Foods' spokesman, on other hand, states flatly: "We don't rec- ognize 'Red Channels' in any way. In fact, we think it ' s a terrible menace. It's an improper attempt to conduct a Kangaroo Court on ques- tions of loyalty." Oddly, Jean Muir herself, used only mildest of epithets in discussing Red Channels. She felt organization was "prob- ably sincere but misguided, in the water over its head." -SR- Duane Jones Encouraged by support from other agencies and many advertisers ( SPON- to try SOR, 24 September) , Duane Jones will attempt comeback. In ad announc- comeback ing that he now is seeking clients, Jones cited past agency successes without mentioning clients by name. One of brief case histories given anonymously by Jones was Bab-0 story. Interestingly, Bab-0 will prob- ably resume use of premiums within few months. There have been no Bab-0 premiums since account left Duane Jones, where premiums had been important, for William Weintraub. -SR- TV news News programing on TV is apparently losing ground in popularity. Most declining in recent month survey by Advertest (The Television Audience of To- popularity day, September 1951) found that TV ranks third behind newspapers and radio as news source for TV set owners. In 1949 survey, TV news was ahead of radio, second to papers. Owners in 1949 who preferred TV news to radio were 3 times as numerous as those who preferred AM, but figures today are 50-50. Viewers preferred 15-minute shows on TV by far (64.0%) over 10-minute shows (21.0%), or 5-minute (11.3%). -SR- Sponsors spend- Sponsor spending and interest in Negro and Spanish radio shows has ing more money increased "materially" during past year, according to Art Croghan, on Negro, owner of KOWL, Los Angeles-Santa Monica. Among advertisers rushing Spanish radio in to buy shows directed to these groups are: Old Gold, Carnation, Gallo and Manischewitz Wine, Dr. Pepper, Sperry Flour. Croghan says "informative articles and data" appearing in trade journals helped spur boom. (First to appear were SPONSOR'S leading articles, "The forgotten 15,000,000," on Negro market, and "How to win with Juan," on Spanish-language audience.) Advertiser interest is high, too, in San Francisco-Oakland area where there are 300,000 Spanish-speaking people covered by local stations. (Please turn to page 62) 2 SPONSOR No. 28 OF A SERIES MARK PAYNE In "Drop Kicking^ * WHEC In Rochester Radio >/. v mm ,0ii$ tint mii*W§ $ WHEC is Rochester's most-listened-to station and has been ever since Rochester has been Hooperated! Note WHEC's leadership morning, afternoon, evening: STATION STATION STATION STATION STATION WHEC B C D E MORNING 38.4 25.7 7.0 9.3 14.6 8:00-12:00 Noon Monday through Fri. AFTERNOON 45.4 29.3 6.6 11.5 3.4 12:00-6:00 P.M. Monday through Fri. EVENING 33.3 30.4 9.7 11.5 12.5 6:00-10:30 P.M Sunday through Sat. WINTER-SPRING, 1951-52 LATEST BEFORE CLOSING TIME STATION F 4.0 2.6 Station Broadcasts till Sunset Only BUY WHERE THEY'RE LISTENING: - N. Y. 5,000 WATTS Representatives: EVERETT- McKINNEY, Inc. New York, Chicago, LEE F. O'CONNELL CO., Los Angeles, San Francisco, 8 OCTOBER 1951 /n\ vu/n DIGEST FOR 8 OCTOBER 1951 VOLUME 5 NUMBER 21 ARTICLES The truth about Re«t Channels: Part 1 The first of three reports documenting the problem of handling Red talewt accusations flow radio spurred Rayex comeback When night-driving glasses flopped after magazine campaign, firm tried radio. Result: the product is now winning its way into top stores Tape is revolutionizing AM programing Without fanfare, the tape recorder, by easing production, improving shows, has become the key to cutting radio program costs Don't lose out on dagtime TV Better put in your bid for daytime network TV time slots soon. Sponsors are snapping them up fast in this last big roll-back of TV's frontiers Hon- to be a ilud at writing ratlin commercials Why write commercials that sell? Here are 17 tested methods of driving away customers. How many does your copywriter use? Wlijl Auto-Lite spends SI, 500,000 on AM, TV Low cost-per thousand, high audience popularity has sold Auto-Lite on continuing sponsorship of "Suspense" shows on both radio and TV Furniture stores on the air These radio success stories about furniture store advertisers prove that AM can sell high-cost, slow-turnover items just as effectively as low-cost ones COMING The truth about Red Clutnnels: Part 11 The second article in SPONSOR'S series on the problem of handling talent ^tp g* ,rf accused as Reds will focus on the actual operations of Red Channels So i/o ii think t/oti own i/oiir own jingle Many advertisers actually do not own performance rights to the music for their singing commercials. Here's how the sponsor can safeguard his rights Detroit radio pulls together Sponsors will benefit as sell-radio, promote-radio spirit gathers momentum. Detroit stations are showing the way with successful cooperative campaign 27 30 32 34 3H 10 42 DEPARTMENTS MEN, MONEY & MOTIVES 510 MAD.SON NEW AND RENEW MR. SPONSOR: E. H. BOBST P. S. TV RESULTS MR. SPONSOR ASKS RADIO COMMERCIALS ROUNDUP AGENCY PROFILE SPONSOR SPEAKS 6 10 17 22 24 46 48 52 56 60 100 COVER: A lot of behind-scene planning and imagination goes into the ad agency crea- tion of Auto-Lite's AM and TV "Suspense" mysteries (see page 40). Here, Cecil & Presbrey account men go over AM script and TV film before conferring with Auto-Lite ad manager, Donald B. Seem, an alumnus of Philadelphia's Aitkin-Kynett ad agency. From left, Ted Murray, Tom Maloney, Frank Gil- day at work at Cecil & Presbrey, New York. Editor & President: Norman R. Glenn Secretary-Treasurer: Ela.ie Couper Glenn Managing Editor: Miles David Senior Editors: Erik H. Arctander, Frank Rasky, Charles Sinclair Ass't Editors: Fred Birnbaum, Lila Lederman, Richard A. Jackson Art Director: Howard Wechsler Vice-President - Advertising: Norman Knight Advertising Department: Edwin D. Cooper (Western Manager), George Weiss (Trav- eling Representative, Chicago Office), John A. Kovchok (Production Manager), Edna Yergin, John McCormack Vice-President - Business Mgr.: Bernard Piatt Circulation Department: Evelyn Satz (Sub- scription Manager), Emily Cutillo, Joseph- ine Villanti Secretary to Publisher: Augusta Shearman Office Manager: Olive Sherban Published biweekly by SPONSOR PUBLICATIONS INC.. combined with TV. Executive. Editorial. Circulation and Advertising Offices: 510 Madison Ave.. New York 22. N. Y. Telephone: MUrray Hill 8-2772. Chicago Office: 101 E. Grand Ave.. Suite 110. Telephone: superior 7-9883. West Coast Office: 0087 Sunset Boulevard, hot Angelei. Telephone: Hillside 8089. Printing Office: 3110 Elm Ave.. Baltimore 11. Md. Subscriptions: United Statea $8 a year. Canada and foreign $9. Single copies 60c. Printed in U. S. A. Address all correspondence to 510 Madison Avenue. New York 22. N. Y. Copyright 1951. SPONSOR PUBLICATIONS INC. 8 OCTOBER 1951 BETWEEN § COMMERCIALS BY KAY MULVIHILL Still the most discussed ■C^^^Jy- subject in television circles is the recent network pool telecast of the Japanese Peace Treaty Conference. For the history-making occasion, which took place in San Francisco's War Me- morial Opera House, was television's biggest moment — marking the opening of the transcontinental micro-wave. With the appointment of CBS by the four networks to handle the pool pick-up and co- ordinate the program, KPIX, as the CBS affiliate was delegated to telecast the Peace Treaty sessions in their entirety. Main portions were fed to stations throughout the country and the full 30 hours of the five-day Conference pro- ceedings were screened locally on KPIX. Master control in Box U of the Opera House served as the nerve center, where director Dave Kees of KPIX master-minded the historical telecast, and called the camera shots which were seen by an estimated au- dience of 50 million. Working with Kees was Sig Mickelson. CBS TV Director of News and Public Af- fairs, who acted as program coordinator for the CBS-TV network. KPIX's George Mathiesen, headed the engineering crew and was the man who threw the switch that put the first trans- continental telecast on the air. Assist- ing Mathiesen was Hal Jury of CBS, Hollywood. Five camera positions set up in Opera House's Golden Horse Shoe, one stationed in the lobby and a camera set up outside the building, brought the largest audience in tele- vision's history complete coverage of the eventful sessions. KSFO, KPIX AM affiliate, brought the Peace Treaty sessions to radio audi- ences with Bob Hanson, John Duffy and Wally King handling the announcing chores. SAN FRANCISCO by Robert J. Landry ''It is. I believe, regrettable that there is so little published radio criticism in the United States. This scarcity exists at a time in the cultural development of America when publications of all kinds deem it appropriate to probe for form and technique and significance in such esoteric arts as the ballet, the cantata, dry-point etching, wood- carving, and the gutbucket jive of frenzied Negro trumpeters in ob- scure dives. Meantime, the only art medium with a universal audi- ence, the one conduit for ideas that must be kept unelogged if democ- racy is to survive is practically without any organized, extensive criticism. What little published radio comment there is is apt to be offhand, careless, and feeble." The above quotation is from an article entitled "Wanted: Radio Critics" published in the Princeton Public Opinion Quarterly of De- cember, 1940 and written by Robert J. Landry. What was said in 1940 is palpably still true in 1951, since two lonely recruits to pro- gram criticism ( John Crosby of the Herald-Tribune Syndicate and Rex Lardner of the Post Syndicate) hardly constitute any funda- mental alteration of the basic charge that our air entertainment is subject to only the meagrest attention by serious, responsible, regu- lar, by-lined critics. * * * There has. in contrast to the United States, always been a consid- erable corps of first-rate radio critics in Britain. Indeed. British radio criticism has keen written by topflight novelists and devotees of belles-lettres and treated by newspaper publishers (here, you have the whole story I as not inferior in reader interest to stage, movie or book reviewing. * * * All this assumes new pertinance at this precise moment because that adman-turned-senator, Bill Benton, is advocating that radio criticism be established on this side by legal enactment. He puts his faith in an officially-sanctified committee of Very Important Personages who shall "advise" the Federal Communications Com- mission on program matters. At once, shouts of dismay and out- rage introduced passion into the debate. For itself, the FCC wished no built-in vermiform appendix, quickly developed psychosomatic appendicitis. As for broadcasters and advertisers, they sniffed a new "Blue Book" a-coming. this time with V.I. P. endorsement. * * * "A qualified corps of radio critics would certainly enhance the dignity of radio programs and help elevate standards by spotlight- ing the shoddy, the careless, the incompetent, and praising the oppo- sites" — again quoting from the Princeton Quarterly article. "Pub- lic praise is the greatest known stimulant to professional pride among all who deal in creative or semi-creative enterprises. Individual radio I Please turn to page 70 i SPONSOR 50 K. W. of radiated power from a tower 1,059 feet high, channel 2. Check this formula with any qualified TV engineer. ...now the ^^ /m\ # ■ ■ powerful television in Dixie Thousands of square miles of terri- tory— where no adequate television service had been provided before — now has been opened up. Tens of thousands of prosperous Southern families — who never be- fore enjoyed television in their homes —now have entered the WSB-TV market. Set sales are booming. Circulation is going up at a dizzy pace. A schedule of top-rated shows plus the proven know-how of the WSB-TV staff combine with this tremendous new power to give you a golden sales opportunity. Call, write or wire us or your Petry man at once. WSB-TV On Peach- tree Street, Atlanta. Affiliated with The Atlanta Journal and The Atlanta Constitution. Represented by Edw. Petry & Co., Inc. 8 OCTOBER 1951 It pays to buy the giai m ' i ,1 ^onomy size! And in the Chicago market the giant economy size is WBBM. For WBBM consistently delivers more listeners'' at less costf for more leading advertisers than any other Chicago radio station . . . more customers at less cost than any other Chicago station or major advertising medium. WBBM *wbbm's average weekly rating and share of audience more than equal those of Chicago's second and third radio stations combined (Pulse: Jan.-June 1951). t958 listeners-per-dollar for the average daytime quarter-hour Monday- through-Friday strip: more customers at less cost than any other Chicago radio station or major medium. *wbbm has been Chicago's Most Sponsored Station for twenty-five consecutive year-. All details on request. "'''( Ihicago's Showmanship Station - 50.000 watts 780 kc • CBS Owned Represented by CBS Radio Spot Sales PULSE Reports on the Omaha TV Audience Latest PULSE TELEREPORT, compiled July 29 thru August 4, reveals that the 90,000 TV set owners in the rich Omaha market prefer KMTV. The following share of audience percentages from the report are definite proof that KMTV is Omaha's best TV buy! KMTV leads Mon. thr 10 A.M. to 6 P.M., 62% of the audience! KMTV leads Mon. thru Fri., 6 P.M. to 12 Midnight, with 55% of the audience! KMTV leads Saturday, 9 A.M. to 6 P.M., with 58% of the audience! KMTV leads Saturday, 6 P.M. to 12 Midnight, with 59% of the audience! KIT1TV TELEVISION CENTER 2615 Farnam Street Omaha 2, Nebraska Under Management of MAY BROADCASTING CO. Shenandoah, Iowa Madison BANK STORY VALUABLE As advertising manager for one of the largest banks in the country, I found your recent article in the 10 September issue of SPONSOR extremely interesting and very much to the point. The general tenor of your article should prove of great interest to banks and bank advertising people through- out the country. I wish to express my personal thanks and the gratitude of the Financial Pub- lic Relations Association for your very valuable compilation of the data which was used in the article "Banks can get more out of radio/television." As Ed- itor of the FPRA Bulletin. I am very grateful for your permission to reprint this article in its entirety in our Finan- cial Public Relations magazine. Stephen J. Burke Advertising Manager National Shawmut Bank of Boston Boston, Mass. SCIENCE-FICTION Many thanks for your fine article on science-fiction. In particular. I want to thank you for featuring us so prom- inently in the article. It is an over-all fine job of report- ing; even I learned something out of the trend. George F. Foley, Jr. President Foley and Gordon New York 9 SPONSOR'S article on science-fiction on radio and TV, "Mars dead ahead, *ir!" appeared in the 10 September issue. WHY RADIO WILL THRIVE I have no doubt that mine will be but one of many congratulatory letters you receive as a result of the highly perceptive piece, "Why radio will thrive in a TV era."' My analysis of radio's future, after producing more than 1,500 radio pro- grams and close to 2,000 TV shows, is in line with much of what you say. One good point you didn't make is that radio is the one true escape medium. Never forget that it permits you to draw your own images of the hero, villain, heroine, settings. This is par- ticularly important because it is rele- vant to the commercials. Radio is probably better than TV for selling romantic-type products. To hear a sweet voice saying, "I use Cam- ay and I won my man," is much more believable than seeing a movie star Stark: Radio lets you imagine, (lady, K. Norris or professional model mouthing the words. Why? When a movie stars says it, the prospective customer's reaction is liable to be, "Oh, that's all very well for her because she's a beautiful star to begin with, not just an average girl like me." If only a voice is used, the prospect can easily picture herself in that role. In signing off I'd like to remind you that the famous old saw about women fits radio to a "T": "A woman's best asset is a man's imagination." Wilbur Stark Radio-TV Producer New York 10 MORE "SPANISH" REACTIONS Our congratulations on your recent featured article concerning the Span- ish-language market. This agency has been deeply inter- ested in the Spanish-language market for some time, having long ago recog- nized its vast potential. More than a year ago, we undertook to explore and define the limits of this Market. As a result of this intensive research program, we have developed a detailed picture of the Spanish-lan- guage market for the entire United States. We enclose a copy of a booklet we prepared on the Spanish-language market of the Los Angeles area. SPONSOR MICROGROOVE- today's shining example of Columbia Microgroove Discs adapt to many uses — cut costs in half! These important features explain the practical, varied uses of Microgroove records in the 10- and 12-inch sizes: 10" Microgroove— Full 15 minutes per side. One complete quarter-hour show. Three 5-minute shows 12" Microgroove— Full 25 minutes per side. One half-hour open-end show. Six 3-minute musical selections or equivalent. Both are ideal for recorded talks, sales messages, promotion recordings, etc. 5 Ail-Around Microgroove Advantages • Cuts costs ... as much as half! • Smaller disc . . . more program time! • Big savings on packing and shipping costs! • Famous Columbia Quality throughout! CASE HISTORY #3 i;*nt saved 46% on a single 15- See how one client saved i minute institutional program d.str.buted 2400 AM, FM, and TV stations. old 16" new 10" Transcription Microgroov* < 30.00 $ 20.0C Processing. Pressings.. Packing . . Shipping . . 2,661.75 456.30 532.35 $3,680.40 new 10" Microgroove 1 $ 20.00 1,267.50 304.20 380.25 ^^= — $1,971.95 1 CALL, PHONE OR WRITE: COLUMBIA ♦ Full details on request TRANSCRIPTIONS Los Angeles— 8723 Alden Drive, BRadshaw 2-5411 • New York— 799 Seventh Ave., Circle 5-7300 • Chicago— 410 North Michigan Ave., WHitehall 4-6000 Trade Markt "Columbia," " Matlerworks," ©t1- ® "e9- 0. S. Pal. Off. Marcat Reghlrodot 8 OCTOBER 1951 11 The Hoopers ROSE on all CBS Shows WHEN THEY MOVED TO- DES MOINES ... and the Great LOCAL Shows Continue to Lead ! • Here's dramatic proof of the BIGGER audiences delivered by Des Moines' KRNT! Even before the big CBS shows joined the big local shows and big audiences on KRNT June 15th, KRNT led in Des Moines listeners MORN- ING, AFTERNOON, AND EVENING — and continues that amazing record. Of the 19 CBS shows that moved to KRNT without a change or summer replacement, ALL NINETEEN gained a greater Hooper share of audience on KRNT the very first month! HERE'S THE PROOF! Grand Slam Wendy Warren Aunt Jenny Helen Trent Our Gal Sunday Nora Drake Hilltop House Kings Row House Party Strike It Rich BEFORE 18.2% 17.8 28.6 26.1 23.4 14.0 10.9 19.0 17.6 22.8 AFTER 32.7% 37.9 35.7 46.4 56.7 41.2 37.5 43.7 33.3 32.7 BEFORE AFTER Arthur Godfrey (morning) 33.4% 47.9% (Average of last 60 minutes) Hollywood Star Playhouse 25.0 29.0 Mr. and Mrs. North 38.3 59.1 Dr. Christian 25.5 28.0 FBI In Peace and War 36.1 41.2 Mr. Keen 28.8 33.3 Rex Allen 3.9 19.5 Camel Caravan 19.2 30.8 Gangbusters 33.8 51.4 NOW, More Than Ever, You're Right When You STATION WITH THE FABULOUS PERSONALITIES AND ASTRONOMICAL HOOPERS SOURCE- Winter-Spring, 1950-51, C. E. Hooper Audience Index July, 1951, C. E. Hooper Audience Index 12 REPRESENTED BY THE KAT2 AGENC* SPONSOR We feel that there are a great num- ber of "sponsors" and their agencies who might wish to avail themselves of the information which we have so me- ticulously compiled. Accordingly, we shall be most happy to send copies of our Los Angeles survey to agencies or advertisers as long as our supply lasts. Leonard Shane Leonard Shane Agency Los Angeles Many thanks for alerting us to the increasing possibilities of Spanish lan- guage broadcasting. KDZA already had Spanish language programs 30 minutes daily and one hour on Sun- day. Another hour has been added, from 9 to 10 p.m., Monday through Friday, including a five-minute news- cast in Spanish. M. I. Bevens Manager KDZA Pueblo, Colo. I wonder if you would mind sending me three copies of the southwest sta- tions which carry Spanish language programs, and I would also like six copies of your TV Map for Sponsors. This map was the best one I have yet run across. Charles M. Wilds Chief Timebuyer N. W. Ayer & Son New York • List of Spanish-language stations and the *'TV Map for Sponsors" are available free to subscribers. CANADIANS ENTHUSE Congrats. Bang up Canadian issue. Most enthusiastic reception in western Canada where I'm presenting our brand new audience package for sin- gle station markets. Every month a rural and urban survey plus combined into primary coverage report, selling like hot cakes. Penn McLeod President Penn McLeod Associates Vancouver, B. C. Add our congratulations and thanks to the many you will receive from this side of the border for publishing such an excellent and honest picture of Can- ada and Canadian broadcasting. Ralph H. Parker Owner CFPA Port Arthur, On!. NEW TV TERM An additional word which you may not have included in your TV diction- ary to be concluded in the next issue of the magazine is the word "telegenic" to describe the appearance of personal- ities appearing on the television. In dealings with editors here in Cincin- nati I have had occasion to answer the question: "Well, is she photogenic?" I always reply — "No — she's telegenic." A new word — but a most appropri- ate one for the purpose, don't you agree? Luis A. Gallop Director of Publicity WKRC-TV Cincinnati • Yes, we do agree, and the word is included in our TV Dictionary. "FREE BY RADIO" Certainly no denying that radio has become the world's greatest advertising medium, but with the granting of his license every station owner takes on a lot of obligations whose fulfillment might make true David Sarnoff's re- mark that "the richest man cannot buy for himself what the poorest man gets free by radio." That "poorest man" does get a lot of magnificent things "free by radio," but, brother! what he has to take along with it! We all know radio believes the average citizen is a pretty poor spectacle above the neck, but even the "poorest man" can't learn a thing from the stuttering and stammering, the jar- gon and cliches used by some of the highly educated guests on discussion programs. And what does he think of the lady in any Hummert mystery who shouts into his home, "Why, you dirty rotten liar!" How does he feel when the smart detective, standing over the gory remains of the criminal he has just shot eight times without stopping, yawns in boredom and says to his dumb female stooge, "Let's have a cup of coffee!" or better yet, "Come on. Sweetheart, let's get to bed!" If he listened 20 years ago, he was protected, ever so slightly, by the net- works against hearing too risque lyrics to popular songs, but today he is free to get 'em, much viler than the 1930's, and embellished by indescribable in- sinuation from the so-called singer — just in case he can't figure it out alone! The poor guy can tune in almost any hour and hear some husband and fa- ( Please turn to page 97) . . . that's a super salesman for any of his sponsors! id WILSON Sponsors love 300-pound Ed Wilson 'cause results just naturally make sponsors happy. A St. Louis jewelry chain has been happy with Ed 10 years — an auto agency, 8 years — a regional coffee, 9 years — a national mail order chain, 7 years. Mornings at 7:30 and afternoons at 2:30; Ed turns on his resistance- withering sales pitch. It's over the back-fence stuff, but it sells . . . and sells! Globe- Democrat Tower Bldg. Saint Louis H$m/mimUaiio» <1U KATZ AGENCY 8 OCTOBER 1951 13 A lot of advertisers these days are haunted — by the memory of lost opportunities in nighttime television... of shows sold out solidly by the time they were ready to make up their minds to buy. Now they're beginning to get that feeling about daytime, too, as more and more of the choice afternoon hours vanish. Obviously, the way to avoid this kind of worry is to get into daytime right now, with a good show at a good hour. Those who've done so have found a big and profitable audience, growing all the time. The number of afternoon sets-in-use has nearly quadrupled in the past year. And you can deliver a multi-weekly daytime message on a once-a-week nighttime budget. That brings up the fellow in the picture — Steve Allen— and what could be worse than to be haunted by him? Especially since his show more than doubled its arb National Rating in its first five months . . . hitting an 8.0 in midsummer, to get a spectacular start for fall. No wonder the biggest network advertiser has bought into the show ... no wonder time's running out for advertisers who prefer a success story over a ghost story any day. cbs television All theCorn inthe KFAB area was first planted m By WILLIAM E. "BILL" MACDONALD Farm Service Director The obvious fact that the corn was first planted is not as important as is the fact that the seed corn planted was HYBRID seed corn. Until a little over a decade ago, the growing of big crops of corn was mostly a "wish" a "hope/"' Hybrid seed corn was not much more than a "dream*". Now, the scientific development of hybrid seed corn and the acceptance of it on the part of 99%, of the farmers, has made corn a dependable crop — and, often the biggest and most profitable. KFAB's Farm Service Department was the keystone in the education of farmers to use the hybrid seed corn. Co-operating with the Agricultural Colleges, specially prepared programs were broadcast, as were "on the spot" farm reports and informal general discussions by farmers who were growing hybrid corn. In a few short years the production of hybrid seed corn and the raising of hybrid corn became big business. Today, millions of acres of hybrid corn are planted annually in the Midwest. The nation's top yields for both irrigated and non- irrigated land are being produced in the KFAB area. Corn wealth totals into the millions of dollars yearly! Hvbrid seed corn plays an important part in the economy of the thousands of people in the cities, towns and on the farms of the Midwest Empire. It contributes greatly to a per capita income almosl twice the national average. This is part of the wealth you can tap, as a KFAB advertiser. Phone, wire or write for details. X \ \ \\\\ \ \ I US lte M'j / Represented by FREE & PETERS Inc. General Manager: HARRY BURKE New and renew I. Dletv on Television Networks OCTOBER 1951 SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration American Tobacco Co American Vitamin Associ- ates Inc It T. Babbitt Inc Hazel Bishop Inc Block Drug Co Carapana Sales Co Celanese Corp of America Chrysler Corp (DeSoto div) Corn Products Refining Co Derby Foods Inc Drugstore Television Productions E. I. DuPont & Co General Cigar Co General Foods Corp General Tire & Rubber Co Gillette Safety Razor Co (Prom Products, White Rain div) Grove Laboratories Inc Gruen Watch Co Gulf Oil Corp Jene Sales Corp Johns-Manville Corp P. Lorillard Co Minute Maid Corp Arthur Murray Inc National Carbon Co Inc Revlon Products Corp Seiberling Rubber Co Singer Sewing Machine Co Westinghouse Electric Corp Word of Life Fellowship Inc BBDO NBC-TV Schwinimer & Scott ABC-TV 8 William II. Wcintraub NBC-TV Raymond Spcclor ABC-TV 27 Cecil & Presbrey ABC-TV 5 H. W. Kastor & Sons NBC-TV Ellington ABC-TV 11 BBDO NBC-TV C. L. Miller NBC-TV Needham, Louis & NBC-TV Brorby Product Advertising DuMont 23 BBDO CBS-TV 36 Young & Rubicam CBS-TV 38 Young & Rubicam NBC-TV D'Arcy NBC-TV Foote, Cone & Belding ABC-TV 27 Gardner CBS-TV 35 McCann-Erickson ABC-TV 23 Young & Rubicam NBC-TV Sherwin Robert Rodgers ABC-TV 6 and Associates J. Walter Thompson NBC-TV Lennen & Mitchell NBC-TV Ted Rates NBC-TV RuthrauH & Ryan ABC-TV 12 William Esty NBC-TV William H. Wcintraub NBC-TV Meldrum & Fewsmith AEC-TV 47 Young & Rubicam NBC-TV Ke'chum, MacLeod & NBC-TV Grove Walter F. Bennett ABC-TV 21 Your Hit Parade; Sat 10:30-11 pm; 20 Oct; 52 wks Frosty Frolics; W 8-9 pm; 19 Sep; 52 «k- Kate Smith Evening Hour; alt W 8:30-9 pm; 26 Sep; 20 wks Stop the Music; all Th 8-8:30 pm ; 8 Nov; 26 wks Crime With Father; F 9-9:30 pm; 5 Oct; 52 wks Ruth Lyons Show; F 12:15-30 pm; 5 Oct; 13 wks Celanese Theatre; alt W 10-11 pm; 3 Oct; 26 wks You Bet Your Life; Th 8-8:30 pm: 1 Oct; 52 wks Ruth Lyons Show; Th 12:15-30 pm; 4 Oct; 52 wks Sky King; alt Sun 5:306 pm : 16 Sep; 30 wks Cosmopolitan Theatre; T 9-10 pm; 2 Oct; 52 wks Garry Moore Show; T 2:15-30 pm ; 18 Sep; 4 wks Sports Spot; W 10:45-11 pm; 3 Oct; 52 wks llopalong Cassidy ; Sun 6-7 pm ; 30 Sep; 52 wks Unnamed; Sat preceding football games (15 min); 29 Sep; 9 wk< Stop the Music; alt Th 8-8:30 pm ; 1 Nov; 26 wks Live Like a Millionaire; alt F 10-10:30 pm; 25 Sep; 26 wks The Gruen Theatre: Th 9:30-10 pm; 27 Sep; 52 wks We The People; F 8:30-9 pm ; 5 Oct; 52 wks The Paul Dixon Show; Th 10-10:30 pm; 27 Sep; 52 wks Unnamed; Sun 3-3:30 pm; 4 Nov; 52 wks Original Amateur Hour; T 10-11 pm; 2 Oct; 52 wks Kate Smith Show; Th 4:30-45 pm; 13 Sep; 52 wks The Arthur Murray Party; W 9-9:30 pm ; 19 Sep; 52 wks Prestone Football Scoreboard: Sat after foot- ball games (15 min); 29 Sep: 9 wks Kate Smith Evening Hour; W 8:30-9 pm; 10 Oct onlv The Amazing Mr. Malonr; alt M 8-8:30 pm ; 24 Sep; 26 wks Kate Smith Show; T 4:45-5 pm ; 11 Sep; 52 wks NCAA Football Games; Sat 2-4 pm ; 29 Sep; 9 wks Word of Life Songtime; Sat 11-11:30 pm ; 6 Oct; 52 wks 2. Renewed on Television Networks SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration Liggett & Myers Tobacco Cunningham & Walsh Co CBS-TV 61 Perry Como; M, W. F 7:45-8 pm ; 1 Oct; 52 wks 3. Station Representation Changes STATION AFFILIATION NEW NATIONAL REPRESENTATIVE KGGM, Albuquerque. N. M. KVOE, Santa Ana, Cal. KVSF. Santa Fe, N. M. WAFB, Baton Rouge, La. WJAC, Johnstown, Pa. WJAC-TV, Johnstown, Pa. WS1X, Nashville, Tenn. WWVA, Wheeling, W. Va. CBS Weed & Co, N. Y. MBS-Don Lee John E. Pearson Co, N. Y'. CBS Weed & Co, N. Y. MBS Adam J. Young Jr, N. Y*. NBC Adam J. Young Jr, N. Y. ABC, CBS, NBC, DuMont Katz Agency, N. Y. ABC Hollingbery Co, N. Y. CBS John Blair & Co, N. Y. • In next issue: New and Renewed on Networks, New National Spot Radio Business, National Broadcast Sales Executive Changes, Sponsor Personnel Changes, New Agency Appointments Numbers after names refer to category in New and Renew: R. Bragarnick (5) Edw. F. Buxton (5) Cleve W. Carey (5) Sylvia Dowling (5) Wm. B. Lewis 5 Yetc and Renew 8 October 1951 4. New and Renewed Spot Television SPONSOR AGENCY NET OR STATION PROGRAM, time, start, duration American Home Products Co Beaumont Co Best Foods Inc Borden Co Emerson Drug Co General Foods Corp G-ro\c Laboratories Inc Helbros Watch Co Lever Brothers Co National Biscuit Co National Carbon Co Pearson Pharmacal Co Pcrsonna Blade Co Pleasant Valley Wine Co Shulton Inc Shulton Inc Standard Brands Inc Sunshine Biscuits Inc Taylor Provision Co United Air Lines United Air Lines Wheatcna Corp J. B. Williams Co Zippo Mfg Co W. Earl Bothvcll Harry B. Cohen Benton & Bowles Duane Jones BBDO Young & Rubicam Harry B. Cohen Mort Junger McCann-Erickson McCann-Erickson William Esty J. D. Tardier J. D. Tarcher Charles L. Ruiurill Wesley Associates Wesley Associates Compton Cunningham & Walsh Samuel Croot N. W. Ayer N. W. Aver Brisacher, Wheeler & Staff Bermingham. Castlcman & Pierce Geyer, Newell & Ganger WCAU-TV, Phila. WNBW, Wash. WNBT, N. Y. WRGB. Schen. WNBQ. Chi. WCAU-TV, Phila. WCAU-TV, Phila. KNBH. Hlvwd. WNBK, Cleve. \\ \lt\\ . \\ ash. WNBK. Cleve. WTOP-TV, Wash. WAFM-TV, Binn. WNBK. Cleve. WCBS-TV. N. Y. KTSL. Salt Lake WCBS-TV, N. Y. WNBT, N. Y. WCAU-TV, Phila. WNBK, Cleve. WNBQ. Chi. WCBS-TV, N. Y. WNKT, N. Y. WCAU-TV, Phila. 1-min; 20-sec anncmt ; 25 Sep: 26 wks (n) 20-sec stn break; 24 Sep: 20 wks (n) 1-min partic; 1 Oct; 13 wks (r) 1-min partic; 3 Oct; 26 wks (n) 20-sec stn break; 29 Sep; 13 wks (n) 20-sec anncmt; 4- Oct; 52 wks (n) 20-sec anncmt; 5 Oct; 26 wks (n) 10-scc stn break; 26 Sep; 13 wks (n) 20-sec stn break: 22 Oct; 24 wks (n) 20-sec stn break; 6 Oct; 4 wks (n) 20-sec stn break; 1 Oct; 13 wks (r) 20-sec anncmt; 15 Sep; 52 wks (n) 20-sec anncmt; 2 Oct; 52 wks (n) 20-sec stn break; 22 Sep; 13 wks (n) 1-min anncmt; 24 Sep; 13 wks (n) I min partic; 25 Sep; 13 wks (n) 20-sec anncmt; 17 Sep; 52 wks f ili<- Slate of JERRY LANE, whose popular woman's program "Home Edition", features such guest stars as Maggi McNellis. HE JOHN BLAIR WAY IGINIA'S MOST PROGRESSIVE RADIO STATION 1RGINIA STATE CAPITOL J ILDING. Richmond holds the in- rial rank of first in the South and teenth in the Nation, based on value banufactured products. It is the cig- jte capital of the country, the trade er of the South Atlantic region. Its sual economic stability stems from jdy and widely diversified employ- it in strong consumer goods industries. ?HN BLAIR & COMPANY >ecializes in radio rep- :sentation exclusively, nee we are entirely re- oved from any other jeration or function, we |jre able to give the sta- tions we represent our ill time and our full fforts ... as specialists ii selling via spot radio. WILBUR M. HAVENS, President Manager, WMBG (AM), WTVR (TV) and General WCOD (FM). WALTER A. BOWRY JR., Assistant General Manager. NEWTON THOMAS, emcee of "The 1380 Club" and a favorite with WMBG's big morning audiences. CHARLIE SPEARS, mailman"- bur- den with hi- "Western Request Time" fc COMPANY ENTING LEADING RADIO STATI RALPH JONES, "The Timekeeper", keeps listen- ers tuned to news of time and weather, music Absolutely! Ho Other— WIOU, the only station in Kokomo . . . Dominating a city and suburban market of over 40,000 . . . Plus serv- ing a farm market, in the heart of Indiana's most prosperous counties, with a buying audience of over 300,000. WIOU's listening audience frequently exceeds 70%. Our representatives can show how you, too, through WIOU can sell this multi-million dollar trading I L'l A T E UIIOU 1000 WATTS - 1350 KC _ KOKOMO, INDIANA C" Represented Nationally by . WEED 6- COMPANY fifc mm Elmer If. Bobst Warner-Hudnut, Inc., President New York Every Sunday night the staccato delivery of Walter Winchell brings the latest news and gossip to millions of listeners from coast-to-coast and Hawaii on 295 ABC stations. At the same time, Winchell introduces his listeners to the Richard Hudnut home per- manents, adults' and children's; and hair conditioner Formula A10. For Warner-Hudnut (originally William R. Warner & Co.. Inc.) the Winchellcast marks an ideal mating of product and program — although some skeptics can't picture Winchell selling home perma- nents. But even the skeptics have been amazed. Hudnut home permanent, within but three years, has put curls in its competitors' hair with a 30% grab of the market. The chil- dren's home permanent, introduced last January, now has reached a $2,000,000 sales gross, with the company's hair products responsible for 50% of Hudnut's entire cosmetic business. The Winchell spon- sorship, representing a radio expenditure of over $1,000,000 yearly ( through Kenyon & Eckhardt ) is a sales-promoting ''scoop" for Elmer Bobst that would make even a Winchell proud. This is no flash-in-the-pan success. Bobst's sales wizardry made itself evident many years before his Warner-Hudnut affiliation. Back in 1911 Bobst joined Hoffman-LaRoche, a pharmaceutical specialty firm, as a salesman; worked hard at learning all phases of the drug industry. But, in 1920 trouble loomed for the firm when Hoffman-LaRoche profits had dwindled to losses. In ibis lime of financial difficulty Bobst's abilities were recognized. He had been the firm's outstanding salesman; he was made general manager. By 1922, the company showed a profit. When Bobst joined William R. Warner & Co., Inc., in 1945 the Hoffman-LaRoche profits had run into the millions. Now at 66, Bobst's career continues success-studded. Aside from an obvious interest in Warner-Hudnut's financial health. Bobst's main pursuit is a keen watch over the development of drug products. Non-business affairs include a mutual interest with his radio star, Winchell. in the fight against cancer. Winchell is founder and chair- man of the Damon Runyon Fund; Bobst is chairman of the cam- paign-executive committees of the American Cancer Society. For complete relaxation. Bobst raises flowers at his summer home in Spring Lake, N. J.; fishes and plays a good game of golf. 22 SPONSOR MR. SPONSOR: LOOK AT THESE HOOPERS! WJBK is 1st on Sunday afternoon with a whopping 57.4 Hooper! . . . 1st on Wednesday and Friday evenings . . . and 2nd (only to a 50,000 watt net) in Total Rated Time Periods with a thumping 24.7! These Hoopers show that WJBK has the audience in Detroit. . . . HOOPER RADIO AUDIENCE INDEX CITY ZONE CITY: DETROIT, MICH. MONTH: JULY, 1951 SHARE OF RAD/O AUDIENCE TIME RADIO SETS-IN- USE A NETW B WJBK AM-FM c D NETW E F NETW G NETW OTHER AM & FM MON. THRU FRI. B:00 A.M.-12:00 NOON 9.1 4.7 0.5 10.7 25.5 57.4 1.6 42.2 3.8 12.3 22.7 1.4 MON. THRU FRI. 1 2:00 NOON-6:00 P.M. 8.6 5.1 2.3 4.2 33.3 6.5 14.9 5.9 2.3 SUNDAY 12:00 NOON-6:00 P.M. 17.8 5.9 0.5 3.2 7.8 7.2 5.4 6.4 6.2 SATURDAY 8:00 A.M.-6:00 P.M. NOT RAT 'ED IN C ETRC IT SUN. THRU SAT. EVE. 6:00 P.M.- 10:30 P.M. 9.6 8.4 0.7 21.9 2.5 24.9 3.1 21.5 13.6 3.4 INDIVIDUAL EVENINGS 6:00 P.M.-1030 p.m. SUNDAY 9.5 15.9 0.8 1 13.6 22.0 4!9 | 3.8 15.2 1.5 21.2 22.7 5.3 MONDAY 11.5 11.0 1.1 0.5 38.5 e 16.5 9.3 1.1 TUESDAY 9.6 12.7 0.7 1 2.1 28.2 1.4 34.5 12.0 3.5 WEDNESDAY 9.6 6.1 0.7 1 1 0.7 16.3 7.5 17.7 17.0 2.7 THURSDAY 10.3 1.3 e 19.4 39.1 16.5 1 4.5 32.3 © 27.7 9.7 5.2 FRIDAY 10.9 4.6 e 1.1 13.8 5.2 17.8 16.1 2.3 SATURDAY 5.7 8.2 2.4 | 1 7-1 29.4 9.4 14.1 7.1 5.9 TOTAL RATED TIME PERIODS 9.7 6.2 1.1 | | 2.9 29.5 4.9 15.3 12.5 2.9 No listeners found in sample. Yes, Sir! And you can reach more of the 5 billion dollar Detroit market, more effectively, at less cost, when WJBK delivers your sales message with the punch that pays off. Call your KATZ man today. WJBK — AM — FM — TV DETROIT NATIONAL SALES 8 OCTOBER 1951 The Station with a Million Friends HEADQUARTERS: 488 MADISON AVENUE, NEW YORK 22, ELDORADO 5-2455 Represented Nationally by THE KATZ AGENCY, INC. 23 New developments on SPONSOR stories . . it's • Outstanding 59.5% listenership gain • Top CBS Programs •Influential Local Programming (/AM A SatS OfOt0AfO0/£E, tr#/££ or/r£x g/xts /r/'/T 7?/f/# /^£4^6S |//V SNOWS £/*£ SO&fiK/ /MC/f7C /&a c* 3 **_ Trder SUS eX5 "ST ov . » •» f n4 i^^sO', gr- it ^^-. on ^n\er <*" A* some &° success *ioS«,*.ronB str< in_ t]G^r^\eV ict j.v itY tna*1 ct iv itV ftjsro t^a1 st °^A%Pt?I^Jfi^:,or^!, a\ J OT >at ef offlp et to ass li si. jtVgX in }&o£&- ii to in tfV i.nS ttr: ,a©vn inS >oV .cY cne< o-£ tne in ^ **$&** MtS^ ,on< 3 tat tne $at< The truth about Red Channels Arc American advertisers being black mailed? What's behind Red Talent accusations? A penetrating SPONSOR probe in 3 parts PART ONE THIS ISSUE PART TWO COMING 22 OCTOBER ISSUE PART THREE COMING 5 NOVEMBER ISSUE How pressure-group hysteria, arising from Red Channels list- ings, drives sponsors to purge performers. Case histories of sponsors and talent affected. Is Red Channels a legitimate aid to the sponsor or a sinister threat to the freedom of the entire radio and TV industry? A SPONSOR editor makes a carefully documented appraisal. The dangers inherent in "blackmail" and "blacklist," with suggested alternative action. Can the sponsor afford to sur- render freedom of talent choice to a "kangaroo court?" over-oil In Irwin Shaw's current best -selling novel, The Troubled Air (Random House), there is a horrifying scene. It shows what happens to a sponsor after a hate sheet, called Blueprint, charges that five of the performers on his radio show are alleged Communists. The vignette is terrifying because, though exaggerat- ed, it reflects dramatically what could happen to any sponsor today in the face of the current hysteria arising from pressure-group attacks on radio and TV. In the Shaw novel, the sponsor of a drama show (president of a Philadel- phia drug company) is seen fuming at his ad agency, the fictitious firm of Hutt & Bookstaver: "My God-damn phone's been ring- ing 24 hours a day. And lunatics have been unloading the most vicious kind of filth on me, on my wife, on my sec- retary, my maid, on anybody who picks up the phone. Four goons followed my son into a parking lot last night and beat him up so bad. he had to have six stitches over his eye. . . . My wife is almost hysterical and I'm going to have to pack her off to Arizona until this blows over. . . . And what's more, can- cellations have started to come in for orders from all over the country. Firms we've been doing business with for 20 years. And God knows where it will end. . . . We'll advertise in magazines from now on. If we have anything left to advertise. . . . What are you tr\- ing to do to me?" Sandler shouted. "What the hell did I ever do to you to put me through this?" Of course, nothing as nightmarish as this episode has ever happened — yet. But the spectre has begun to alarm so many in the broadcast advertising in- dustry, posing tremendous problems for sponsors whose talent may be ac- cused at any time of Red loyalties, that sponsor has conducted a forthright and exhaustive investigation of the en- tire subject. For this study, people af- 8 OCTOBER 1951 27 .IKA\ Ml III & GENERAL FOODS The problem renin* to « head Here's what a General Foods exclusively: "We don't recognize Red Channels' in any way. In fact, we think it's a terrible menace. It's an improper at- tempt to conduct a Kangaroo Court on questions of loyalty. . . . When the newspapers began siding against us editorially, I got a telephone call from Mr. Theodore Kirkpatrick, one of the publishers of Red Channels.' He said, 'I can offer General Foods additional data on the background of Jean Muir.' I didn't even let him try with the Jean fftiir case, spokesman told SPONSOR to sell us on having his organization screen all our show talent. I said, Mr. Kirkpatrick, you've already done too MUCH for us. Goodbye!' And then I hung up the line. ... Of the total letters, 3,300 were against firing untried' persons, 2,065 against rehiring jean Muir. Our Gallup Poll showed less than 40' < had even heard of the Jean Muir affair. And less than 3'< could relate General Foods or Jell-0 with the name Muir." Jean Mllir: glamour days are behind her. Has stayed home with three children for past year Radio and television talent list Lena Home: was under attack by anti-Reds; kept o fected in all facets of the industry were interviewed — sponsors, ad agencies, performers accused of being "fellow travelers." the publishers of Red Chan- nels and Counterattack, talent union executives, broadcasters, and talent packagers. Neither a "smear*' nor a "whitewash" is intended; sponsor's only concern is that of objectively ana- lyzing the problem of what sponsors should do about talent accused of Red loyalties — including an analysis of Red Channels and other means of handling the situation. The result of the study is a series of three articles, covering these aspects of the problem: Article I (in this issue) is a factual appraisal of anti-Red pressure group attacks on sponsors and subsequent tal- ent firings, leading to the present di- lemma in which sponsors are necessar- ily wary of getting burned. Article II (22 October) will be a report examining the front-and-behind- the scenes operations of the publish- ers of Red Channels and Counterat- tack. Article III (5 November) will de- scribe the dangers inherent in "black- list" and "blackmail,'' and will detail suggestions on what can be done about accused talent without violating Amer- ican principles of justice. While a sponsor editor was devoting weeks to compiling data for this series, he found that the question of what to do about alleged subversives had be- come the most hush-hush subject along Madison Avenue and Michigan Roule- vard. It was as though many high-brass Channels runs gamut front singers to strippers bite: 'Counterattack' printed his denial to charge Gypsy Rose Lee: signed non-Red affidavit, kept on ABC Fredric March: got apology from 'Red Channels' members of the industry had banded together to form a furtive, almost con- spiratorial. Gentlemen's Agreement of silence. Normally voluble executives changed into clams. Mention of the epithet. "Red Channels," transmuted usually fearless businessmen from lions into mice. They reacted as though some sinister monster had suddenly cried "boo" at them. This reticence about an admittedly ticklish subject is understandable. As was pointed out in sponsor's series on censorship I "Be careful on the air," 10 and 24 September), businessmen in broadcast advertising are far more vul- nerable to public attack than probably any other group of executives. The sponsor, unlike the advertiser in a newspaper, is held responsible not only for his commercial message; but also for the entire "editorial" content of the show. Thus, he must bear the brunt of any criticism levelled at the program. The broadcaster, already hemmed in by regulations of the Federal Commu- nications Commission, is also unlike the publisher of a newspaper; he must perennially safeguard himself against further government inroads on his op- erations. This makes him peculiar!) sensitive to controversial subjects. Finally, the advertising agency, even under normal circumstances, is caught in a most delicate spot. On the one hand, it must bow to the wishes of the sponsor; on the other, it must try to win the favor of the widest possible mass of the public. Thus, the agency tends to bend quickh at the slightest threat of disapproval from either spon- sor or minute segment of the public. With this perspective in mind, it is easier to understand the mounting hys- teria in radio and TV circles; hysteria which led most recently (9 September) to pressure-group attempts to have Ford-Lincoln-Mercury Dealers purge Lena Home from Ed Sullivan's CBS- TV Toast of the Toivn, because of her dossier in Red Channels. The issue of such "controversial per- sonalities" on the air first emerged as a cause celebre in August. 1950. It was then that General Foods (via Young & Rubicaml abruptlv fired Jean Muir. an actress with 20 years of experience in radio and TV, from the NBC-TV show, The Aldrich Family. What isnt known, however, are the actual motives leading to General Foods' action, and its exact aftermath. Since sponsor has fresh facts throw- ing a new light on the case, a review of TAffaire Muir seems relevant for consideration by sponsors now faced with similar problems. Probably the greatest misconception about the Muir episode is the notion that General Foods acted in panicky haste: that it suffered, in the bon mot of The Nation, from a "rush of Jell-0 i Please turn to page 75) Here's how some of accused are faring todag Bill Sweets Forced to resign from directinq "Gangbusters," "Counter Spy," now operating antique shop in Vermont. Philip Loeb Out of work, since Sanka dropped "The Goldbergs," hopes to play Jake in show, which has been picked up by NBC-TV. The Weavers Purged from "John Conte Little Show," are hounded by "Counter- attack" readers when they get jobs in night clubs, theatres. Judy Holliday Signed affidavit repudiating "Red Channels' " 10 listings, has been on "Big Show" since, now working on movie. Ralph Bell Radio actor, having job trouble, one of five radio/TV artists with libel suits pending against "Red Channels," "Counferaltack." Burl Ives Has since appeared in radio/TV; income from guest spots has been affected but not considerably. Henry Morgan Had TV show (Borden's) despite "Red Channels'" three listings; hired to m.c. meeting of National Association of Manufacturers. Ireene Wicker Purged as "The Singing Lady," despite signed affidavit repudiating one listing alleged by "Red Channels"; seeking job. Bob L. Shoyon Despite "Red Channels' " three listings, temporary loss radio TV work, may be hired as radio director by Ford Foundation. Abe Burrows Partly because of "Red Channels'" five listings, left TV for freer atmosphere of Broadway directing, playwriting. 8 OCTOBER 1951 29 «d.u*ivi" rl ,„. Kill * I OR f f,O0««C» >»C 1. PRINTED MEDIA FLOPPED ^ifffiS^SSSlhSS 2, RAYEX TRIED RADIO fuc se cf local radio personalities turned or Rayex; total budget for the year the tide $150,000 Black-and-white couldn't build Rayex distribution. Radio did! Night-driving' glasses flopped after magazine* campaign. Now. following radio mail-order promotion, firm is winning way back into top stores Start w ith a Belgian chem- ist's formula, toss in a sales-management consultant and a dash ot mail-order know-how; add gen- erous jiggers of thai powerful stufl ">2 onl\ a \ear after the first air advertising began. Meanwhile, mail- order sales have doubled each month since earl) in the campaign, and year- end sales figures will probabh reach $400,000. The snapper in the storv of how Rayex is winning distribution is that main of the distributors who are beg- ging to handle the product today cold- l\ tossed Ra\e\ salesmen out the door two years ago after the printed media campaign laid an egg. The compatn which makes Ravex glasses. Sunware Products. Inc.. is just five years old and had never used radio before this year. It- officers, President l!a\ Tunkel, \ ice President Harry Kramer, and Secretary-Treasurer Hill Jonas, went into business with a capi- tal ot $2,100 and Mil \ears of combined SPONSOR 3. ORDERS FLOCKED IN Since Rayex took to airwaves, shipping depart- ment must cope with sales doubling each month 4, SELLING STORES IS EASY NOW Z Sales consultant Griffin (l.j, exec discuss upped distribution experience in the optical trade. Though they managed to keep their heads ahove water, they didn't have to worry ahout whether or not pate de joie gras would agree with their digestive sys- tems. But today, with a net worth of $120,000, Rayex Tele-Vuer Nite Glass- es promises to help push the compam 's rate of growth even higher. Here's how the Rayex (and radio I part of their story began. Three years ago, the company's supplier, Franklin Glass Corporation, tipped Sunware off that a chrome-amber lens formula de- vised by a Belgian refugee chemist had shown remarkable glare-reduction char- acteristics. Sunware distributed glasses made up from the formula to a num- ber of consumers. TV viewers among them said they prevented eye strain from prolonged TV viewing. Night- Rayex found wrestling best order puller on TV 8 OCTOBER 1951 -port- fan- quickly added their en- dorsement. But the biggest potential for the item developed when it was dis- covered that the glasses did a terrifi- job of reducing headlight glare for night drivers. It looked as though Sun- ware had a hot item on their hands. Bill Jonas came up with the name "Rayex Tele-Vuer Nite Glasses." In November 1948, Rayex went into production with four models. Three models (men's, women's, and clip-ons) were made to sell at $1.98; an avia- tion-type model was listed at $2.98. The new product was ready for dis- tribution b\ January 1949 and $30,000 was earmarked for promotion. The op- timistic opticians placed ads in a wide varietv of trade and consumer maga- zines including Holiday, Ebony, Sports Afield. Sew York Times Magazine, and Good Housekeeping. But practical!) the onlj good thai came of this sizable outlay was that Ravex won lli<- Good Housekeeping Seal of Approval. An impressive sales-promotion piece, citing the printed ad schedule, did lit- tle to break down distribute] resis- tance. Salesmen ran into one barriei after another and distribution remained spotty. Drug stores and department stores were overstocked with ".-ungla--c-' and sales clerks had a tendency, unless individually educated, to lump the new product with standard sunglasses. In- ventories gathered dust and sales lagged. A number of department stores were persuaded to stock the item and pro- mote it on a cooperative basis. Large- i Please turn to page 6 1 Rayex agency* on how to write mail-order commercial* 1. Sire — newness of item offered ami amount of research in- volvetL. 2. Emphasize the fart that item is not procurable elsewhere. !t. Get element of excitement into offer. I. Win confidence bj money-back guarantee. .». Don't he afraid to repeat out- standing qualities and low price. 0. Be -ure \our address is short, clear, and frequently repeated. 7. Don't shj awaj from elements that will authenticate \our prod- uct: Government Specifications, Good Housekeeping Seal <>l \p- proval, etc H. Remember adman'- MDt.X creed: Attention, Interest, De- sire, Conviction. \cion. ft. Sock home the point that the customer mu-t act rune. JO. Constantly cheek effectiveness of cop; and don't hesitate to im- prove it if weak -pot- are de- tected. *H'jber He . : fy ac 31 The tape recorder: it ii Costs for drama shows zoom down as much as tv makes it possible for radio to do what TV can't via reali* "Were it not for the dra- Hl matic rise of television in the postwar era, the tape recorder would now be the most talked about development in the history of broad- casting. Even without much fanfare, it is revolutionizing radio programing. In fact, it may be one factor which ! iAT^L Why tape is important to sponsors '■&m • Costs can be cut by as much as two-thirds for re- corded dramatic programs by taping an entire series of shows within a short time. • News sponsors are now able to buy or build better shows because tape takes lis- teners right to current events. • Commercials, too, can benefit from use of tape tricks. When a campaign in- volves testimonials, these can be given "on location,"" with authentic background noises adding to the believability. • Program -promotion teas- ers can be made easily from taped excerpts of your cur- rent show. will help insure radios survival as a dynamic medium even after television blankets the country." These are the words of an outstand- ing radio and TV producer who is a veteran in the still-young art of putting a show on a thin band of plastic tape. His enthusiasm is representative of the feeling current in show-production circles, advertising agency radio de- partments, and in the offices of clients who have had a chance to learn the marvels of economy and efficiency made possible by the tape recorder. But because the art of tape recording has grown so rapidly, many agencies and advertisers have not yet had an opportunity to fully appreciate its pos- sibilities. To help point the way to- ward greater use of tape recording (and to provide a fill-in for busy ex- ecutives not directly concerned with show production I , sponsor has sur- veyed top experts at all four radio net- works, in packaging firms, and from the ranks of New York City's corps of free-lance radio producers. Perhaps the most startling fact to emerge from these extensive interviews was tbat fully one-third of all network radio programing is now on tape. And, though no one has taken an exact tally, manufacturers of tape recorders est i mate that there are few markets of any size where tape recorders are not being used by one or more local radio stations. Why should this be so when the commercial tape recorder is barely three years old? Dispensing with the 32 technical gobbledegook favored by the longbeards of the engineering brother- hood, here are some of the heretofore undreamed of advantages made possi- ble by tape: 1. Top-flight dramatic shows avail- able at one-third the cost of four years ago. 2. Cheaper and more effective tran- scribed commercials. 3. News shows sparkling with au- thentic background sounds and state- ments right out of the mouths of peo- ple in the news. 4. Revolutionary new documentary shows which transport listeners to the scene of a crime or take them along with police officers on the hunt for a criminal. Tape can bring sponsors (and lis- teners) these benefits because it is the most flexible means of recording infor- mation of any kind ever developed by science. Like a schoolboy's slate, tape can be erased and used over and over again at considerable savings. It can be edited with fantastic precision. For example, if the President makes a speech and fluffs a word, it's possible for a skilled tape editor to remove the flu IT and substitute the same word from a previous speech by the President ob- tained from the files. Moreover, tape is actually far more faithful to the original sounds than even the highest- fidelity disks. Where disks go up to only 8.000 cycles, tape has a range which reaches 15.000 cycles. And sur- face noise is completer) absent. SPONSOR B voliil ionizing radio prog •ds when tape takes over. Most important, tape nmentaries and on-the-spot news shows Though magnetic tape recording got its first real start on radio only three years ago when Bing Crosby first used an Ampex machine to record his pro- gram ( then on ABC I . the idea is hard- Tape makes production easier, improves shows ly new. Valdemar Poulsen. a Danish inventor, put sound on wire way back in 1900. But it's taken close to a half century for electronic scientists to con- vert Poulsen "s crude machines into today's precision instrument. Along the route, tape recorders have wound their way through some of the most ex- citing events in history. Earl\ mod- ( Please turn to page 86) Rehearsal time is cut when talent like Df3(TI3! Walter Brooke, Betty Wragge (husband and wife) check lines on tape recorder Cecil Brown adds punch to Mutual news rtGWS I w'*n interviews, reports taped overseas, W then flown back to studio for broadcast Don't lose out on daytime TV Choice daytime network TV time slots are going fast in this last big roll-hack of TV's frontiers VP%f Last January, sponsor stuck vB its editorial neck oui and predicted: "... a virtual sell- out for daytime network television by one year from the date of publication of this issue." As daytime TV heads into its biggest fall season to date, with a total of 32 advertisers sponsoring 94 quarter- hours of network TV from 9:00 a.m. to 5:00 p.m. (about a 300% increase over January, 1951 ) , it looks as though that prediction will come true. A network v.p. in charge of sales at one of the dominant TV webs told SPONSOR: "By next January, the honey- moon in daytime TV timebuying will be over. It's still possible to clear live daytime networks of up to 40 or more stations. But as each network comes on with more and bigger daytime TV programs, the live time slots on TV I. How flay time TV has grown Number of TV advertisers and number of sponsored program quarter hours* on major TV networks from 9 a.m. to 5 p.m. outlets in one-station and two-station towns are going fast. "At this sort of geometric progres- sion, the end will very quickly be in sight for easy clearances. Many ad- vertisers, who feel they missed the boat in nighttime TV, are already in day- time TV. Many more advertisers want to take advantage of the fact that they can get into as many as 2.500.000 TV homes in the daylight hours at a cost- per-thousand of as little as 75 cents. "Local TV stations are. at the mo- ment, happy to clear time in daytime TV for a sponsor, where they won't clear it at night. Most stations prefer to build their own circulation, and their TV spot business, around the big- name personalities now in daytime vid- eo, and to sacrifice some profit to do it. "If an advertiser is eyeing daytime TV," the network executive concluded. "now is the time to get into the act. Good afternoon slots are getting very tough to land; programs are filling up to the S.R.O. point. Kinescopes of day- time and even nighttime shows are be- ginning to fill up morning hours. Soon, the time clearing situation will be as tough as on nighttime television." (For a timebuyer's guide to how many quarter-hour segments are now sponsored in daytime network TV, see chart on page 35. ) The daytime TV "availability" situ- ation is generally better for spot TV advertisers than it is for network spon- sors. But TV station reps contacted by SPONSOR in preparing this report on daytime TV added their own warnings about fast-fading opportunities. ''Because of the faster turnover of spot advertisers by comparison to net- work advertisers in TV. there are near- No. of quarter hours sold 100 80 60 40 20 10 quarter hours IUNE 1950 1 1 quarter hours SEPT. 1950 Jl quarter hours IUNE 1951 94 quarter hours SEPT. 1951 *Does NOT include participation shows unless sold only in block segments, baseball, football, one-shots, etc. 2. Net atlvertisers now using daytime TV total 53* American Home Products Andrew Jergens Best Foods Bymart California Prune & Apri- cot Growers California Walnut Grow- ers Campana Cannon Mills Chesebrough Cliquot Club Clorox Colgate-Pa Imolive-Peet Corn Products Refining Coro Jewelry Cory Coffee Brewer Crosley Division Du Pont Durkee Famous Products Esquire Polish Flako Products French's Mustard General Electric General Foods General Mills Gerber Baby Foods Glidden Paints Hazel Bishop Lipstick Hotpoint Hudson Paper Hunt Foods International Latex Junket Brands Ladies Home Journal Landers, Frary & Clark Lehn & Fink Little Yankee Shoes Marlene's Hair Wave Shampoo Minute Maid Owens-Corning Fibergl Penick & Ford Premier Foods Pillsbury Mills Procter & Gamble Quaker Oats R. J. Reynolds Simmons Mattresses Simoniz Singer Sewing Machine Standard Brands Suchard Chocolate United Fruit Wearever Aluminum Willett Furniture *32 program advertisers, 21 network participation advertisers t 4 SHOWCASES BUILT AROUND POPULAR PERSONALITIES ARE DAYTI /IE NET TV TOPS IN RATINGS. ABOVE, DUMONT'S JOHNNY OLSEN ly always good availabilities these days in the way of good daytime TV an- nouncement slots," most of them stat- ed. "However, even this situation won't last too long." Said John Wade of Avery -Knodel : "The step-up in da\time TV program- ing by the networks is creating many excellent 'adjacency' slots, and is rais- ing the ratings of locally-produced day- time TV shows as circulation builds. In many cases, local TV stations are glad to put the responsibility of creat- ing good daytime TV programs on the networks' shoulders, even though they won't get rich at it. For instance, a station with a $500-an-hour network time charge in its network rate card might only make $24-$30 out of a sponsored network quarter-hour in daytime show. ''But, stations are willing to do this because network daytime TV is a wonderful come-on for spot advertis- ers. The choice slots on local TV sta- tions—next to Kate Smith (NBC-TV). Garry Moore (CBS-TV), Ameche- Langford ( ABC-TV ) , and Rumpus Room I DTN ) — are going fast. Other advertisers are buying in next to the homemaking shows and daytime TV serials, because of their big housewife following. Sure, it's better than night- time spot TV's situation, but it's get- ting progressively tighter." At the same time, there are plenty of TV advertisers and non-TV advertisers who ask, reasonably enough. "Is it worth it? Can davtime TV really de- 3. I imebuyer 's guide to net daytime T\ Showinc sponsored 15- min. slots and networks used CBS CBS CBS CBS CBS DTN DTN CBS CBS CBS CBS CBS NBC NBC NBC NBC NBC NBC NBC CBS CBS CBS ABC ABC DTN ABC DTN CBS CBS CBS CBS CBS CBS NBC CBS NBC CBS NBC CBS NBC NBC NBC NBC CBS CBS CBS CBS CBS DTN DTN CBS CBS CBS CBS CBS NBC NBC NBC NBC NBC NBC NBC NBC CBS NBC CBS ABC CBS ABC DTN DTN CBS CBS CBS CBS CBS CBS NBC CBS NBC NBC NBC NBC NBC NBC CBS CBS CBS NBC CBS CBS ABC DTN DTN CBS CBS CBS CBS CBS NBC NBC NBC NBC NBC NBC NBC 30 11:45 12:00 12:15 12:30 12:45 1:00 1:15 1:30 1:45 2:00 2:15 2:30 2:45 3:00 3:15 3:30 3:45 4:00 4:15 4:30 4:45 5:0 ote: Above chart does not include participating sponsors of shows of the "Homemakers Exchange" type. s m Daytime serials like "Egg & I" and "Hawkins Falls" are radio-type formulas that are steadily finding a place in TV network campaigns liver an audience and achieve sales re- sults? Do people have time to watch daytime TV? Won't my costs be out of line with my results? What adver- tisers are using daytime network TV?" Many such questions will be an- swered by the large charts which ac- company this report. But. here in cap- sule form is the current status of day- time network TV, as it lines up for the fall season of 1951. Audience: It's larger than you think. As of October, there will be more than 13.500,000 TV sets in the U.S. With the way sets-in-use averages have been holding up I see Nielsen fig- ures below), there will be at least 2.- 700.000 TV sets tuned in during the daylight (9:00 a.m. to 5:00 p.m.) hours on almost any day. Monday- through-Frida\. Viewers-per-set in the daytime have consistently been averag- ing out around two persons — primarily women, some children, and even men. This means, then, that during a typ- ical October 1951 day. nearly 5.500.- 000 people will be setting their video dials jor daytime TV. As the winter months progress, and move into spring this may edge up into a higher figure. Here's what A. C. Nielsen reports in the way of sets-in-use averages in recent months concerning TV homes: NATIONWIDE TV SETS-IN-USE DURING MAIN HOURS OF DAYTIME VIEWING <> give spoken cop) a non-conversational st\le which few announcers can read successfully. ■ Never neglect to include ^^^ every possible sonnd-effccls gimmick in your commercial. Cong, gunfire, drums, whistles, hells, echo chambers, the more the merrier. This way, instead of creating a a\ olf. a dexterous thriller mvsten writer's imagination would 40 SPONSOR Ratlio "Suspense" Radio thriller reaches all Auto-Lite dealers, distributors, po- in Agnes Moorehead scenes below) provides big names and tential consumers in national market not covered by TV. Show titilates listeners' imagination. Commercials, humorous, gain also wins popularity at low cost-per-thousand. Drama (as impact through contrast with grim mood of each spine-tingler. "SORRY, WRONG NUMBER" WON ACCLAIM THROUGH EXPLOITATION OF RADIO'S ABILITY TO STIR LISTENER IMAGINATION suggest that Auto-Lite's annual expen- diture of over $1,500,000 for mystery on the air I via Cecil & Presbrey, New York I has been in vain. Right now. it spends an estimated $800,000 for ra- dio Suspense, heard for 44 weeks on 181 CBS stations in the U.S. and Can- ada, with an occasional smattering of spot radio on a dealer co-operative ba- sis. For video Suspense, it spends an diture of over $1,500,000 for mystery heard for 52 weeks on 30 CBS TV sta- tions. According to Publishers Infor- mation Bureau in the last half of 1950, the rest of its ad appropriation was sliced up this way: $448,750 for slick and trade magazines; $124,025 for farm magazines; and $66,000 for Sun- day supplements. Account executives Ted Murray and Frank Cilday are positive that the two Suspense shows have boosted sales. "Only last week," says Murra\. "'Tom Maloney, the account supervisor, and I made a study of recent spot check reports. As a result, we can prove that Auto-Lite batteries sales in TV areas exceeded those in non-TV areas." "And many of Auto-Lite's 6.000 dis- tributors." adds Cilday. "write in let- ters saying, 'Our sales have increased considerably because of the Suspense shows." "What's more," says Murray, "quite a few of Auto-Lite's 96.000 dealers throughout the country write in con- fessing, 'We always knew we had some- thing good in Auto-Lite products. But we didn't know just how good they were, until we heard all their virtues explained in the Suspense commer- shows'." Aside from these verbal indications, it's hard to determine, in terms of dol- lars and cents, precisely how much money has flowed into Auto-Lite's cof- fers because of its air advertising. The Suspense commercials are devoted to selling the company's three main con- sumer divisions — 111 Auto-Lite Sta- Ful Batteries; (2) Auto-Lite Ignition Engineered Standard and Resistor Type Spark Plugs; and (3) Auto-Lite electrical parts and dealer service. Al- together, though, the company pro- duces over 400 products for industry, ranging from fuel pumps, to castings, to aircraft ignition wires, in 28 plants. The company's 1950 annual report, which lumps income from these sources together, shows that total sales were the largest in Auto-Lite s history — close to a whopping $248,000,000. What the record does show plainl) is that it took a little while before Auto- Lite discovered the gold lode hidden in radio and TV whodunit. In Januarx 1944, it began dabbling in radio 1>\ sponsoring the NBC Ronald Colman show. Everything for the Boys. This half-hour Tuesday evening program I Please turn to page 82) ^AMERICAS TOP TV MYSTERY SHOW I //til sell sta- AMERICA S OUTSTANDING BATTERY AUTO LITE .,03 WORKS FOR YOU right in your own vicinity with top-notch locol coverage like tits: 36,050 TELEVISION HOMES 64,000 CAR REGISTRATIONS ERIE AREA «?* Needs wateronlg3fimes a year/ Only AUTO-LITE I AUTOHtf • P.,.. .1 till Local dealers are assured of solid backing for Auto-Lite products via "Suspense" on AM and TV 8 OCTOBER 1951 41 A SPONSOR roundup Furniture stores on the air Success stories show radio can sell high-cost items effectivelv ttt'forv: Single mattress represents weekly sales before Tom & Jack d.j. show started /\ftl'r: Sales upped seven-told. Promotion began with 12 hours weekly on WKAB, now 22 spot Perhaps the oldest cliche about radio in some adver- tising circles is one which goes like this: "Oh, radio is alright for soaps and cigarets, but you can't use it in sell an expensive item." Almost word for word, that's the sentence most likcK to be tossed off whenever an ad man not up on the AM medium talks aboul how you should advertise a high-cosl item. Of course, those with a more intimate knowledge of radio would be quick to point oul that the medium has sold everything from car- lo expensive real estate. -12 Nonetheless, the impression persists in some circles that effective use of the air is restricted to goods paid for in pennies. One way for national advertisers to get perspective on the question is to consider how radio is used by local advertisers. Are retail firms which buy radio time restricted to the grocery, candy, and gasoline lines? Or do mer- chants whose stock brings $100 or more an item also use air selling? The answer, of course, is that many a lo- cal station gets a heavy share of its local business from high-COSt goods. In particular, furniture stores are a good example. If you were to travel through the United States, you'd find that there were few large cities which did not have at least one important lo- cal furniture merchant on the air. With the foregoing background in mind, success stories collected herein by sponsor take on added significance for national advertisers and their agen- cies. Included helow are six stories of how furniture merchants in different parts of the United States are using radio to sell their high-cost wares: plus eight briefer cases. SPONSOR Nelson Brothers, Chicago. Since the first of this company's stores opened in Chicago 19 years ago the) 've spent close to $3,000,000 on continu- ous radio advertising. Today Nelson Brothers runs three large stores in Chi- cago, a fourth in downtown Milwaukee. The 10-story Milwaukee emporium is the largest furniture store in Wiscon- sin. Explaining this spectacular rise in the firm's business fortunes, president and founder Abe Blinder confides: "Radio built our business from a vol- ume of $500,000 the first year to over $4,000,000 in 1950. As the business grew we found the need for newspaper and TV advertising. At the same time, however, we were able to increase our radio appropriation. We still find it profitable to spend most of our appro- priation on radio advertising." Using WBBM and WGN in the Windy City, Nelson Brothers have sponsored almost every possible type of program. They started in 1933 with "Jerry Sullivan," who played the piano and sang Irish ballads on Mondays, Wednesdays, and Fridays, over WBBM. Later they tried Tenth Inning, a pro- gram slotted after the local baseball games. This was followed by Man on the Street, with John Harrington. The Nelson radio schedule since then has run the gamut from variety programs, to mystery shows, to disk jockeys, to sports news. Today's lineup includes Chicago at Night, a 10:15 to 10:30 p.m. man-on- the street type show carried over WGN Monday through Saturday. Also on WGN, Nelson sponsors the Bill Evans Show, a variety heard 7:45 to 8:00 Nelson Brothers use of radio covers 19 years of broadcasts over Chicago's WBBM, WGN p.m. Monday through Saturday. Nel- son Brothers uses another 45 minutes daily on WBBM, including a mystery series called Theatre of Thrills — Mon- day, Wednesday, Friday 10:30 to 11:00 p.m. and Tuesday 10:30 to 10:45 p.m. There's also a musical show. Kickoff Tunes, before football games, an afternoon and a morning news period on Saturdays and Sun- days, and Musical Serenade 11:00 to 11:30 a.m. Sundays. A Chicago Pulse report estimates that this extensive Nel- son coverage on the two radio stations yields almost 8.000,000 commercial lis- tener impressions weekly. Nelson's commercial approach has changed radically in the past 19 years, in common with other radio advertis- ers. Explaining the switch, Abe Blin- der says: "When people responded to a radio advertisement in the early '30's, it was a new experience for them. They would come into the stores in response to an ad they heard on the air and want to talk mostly about the artists and radio itself. They enjoyed the novelty, but were skeptical of advertis- ing claims. "To put customers more at ease, we had giant 12-foot blowups of the ar- tists hanging on the walls. Radio is no longer a novelty, of course. These days you want to play down the personality and play up the actual 'sell." Sincerity is the big item today and the style of copy is very important." Nelson copy is never directed spe- cifically to either men or women, since Blinder finds women initiating a sale but consulting their husbands before completing a purchase. No give-a\\a\ offers are used because their effects are deemed too long-lived and are hard to handle efficiently. According to Blin- der, good commercial copy opens with a question — as in this recent example: ANNCR: What will $99.00 buy at Nelson Brothers? $99.00 will bin a luxurious two or three piece sectional sofa that can be arranged to suit your living room. $99.00 will buy a beauti- ful living room set — davenport and matching lounge chair — that's what $99.00 will buy at Nelson Brothers, etc. Nelson's radio advertising is always coordinated with newspaper ads. There's a difference in the way the two media are used, however. While ads show many different items for sale, ra- dio copy plugs no more than five sep- arate pieces of furniture at a time. Sachs Quality Stores, New York. This firm began advertising back in 1928 on early independent New York stations with a series of variety shows. Ernie Hare of the famous Happiness Boys team of Jones & Hare led off. fol- lowed by Gus Van of Van & Schenk. Over the past 23 years Sachs programs have introduced stars like Monica Lew- is. A modest $200 a week budget has steadily climbed to $3,000 per week, keeping pace with the company's ex- pansion from one to four stores in metropolitan New York. Although WMCA has been a Sachs favorite, the furniture retailer has re- lied heavily, too. on foreign language stations like WEVD (Yiddish) and WHOM, WOV ('Italian). According to a company spokesman : "We've been very, very successful with radio." Sachs Quality was one of the first advertisers to tr\ transcribed singing commercials, has used them to build up wide recognition for its phone number. Sung to the tune of "Reuben. Reuben. I Been ThinkinY" the Sachs ditt) goes: "Melrose five, five three hundred. Mel- rose five, five three hundred. Three little Sachs are at your sen ice. bum da dee dee well. well, well." Present Sachs air promotion i- cen- tered mainly on a 30-announcement per week schedule over New York's WMCA. No TV is being used at pres- i I 'I ruse turn to page ')'.) i ^ This store had good success with mattresses (above left). Air moved plenty of other items, too y.% m 56 n Von Uei audfences a Daytime audience up 16.3% Nighttime audience up 22.3% (According to Nielson, 1st half 1951 vs. 1st half 1949, full network average audience) If you want to sell your product to the maximum number of people on the Pacific Coast, Don Lee is the best medium to use. Don Lee can deliver your sales message to more Pacific Coast people through their own local major selling medium at a lower cost per sales impression than any other advertising medium. Don Lee offers more per sales dollar than anyone else on the Pacific Coast because Don Lee broadcasts your message locally from 45 network stations in 45 important Pacific Coast markets with all the local selling influence and prestige that you need to do a real selling job in each local market... where your sales are actually made. Don Lee is the only selling medium actually designed to sell consistently to all the Pacific Coast. That's why Don Lee consistently broadcasts more regionally sponsored advertising than any other network on the Pacific Coast. Don Lee delivers more and better and the advertisers who sell the Pacific Coast know it. wupon1he?acific Coast ^ he Nation's Greatest Regional Network |^£; WILLET H. BROWN, President • WARD D. INCRIM, Executive Vice-President f*^ ill NORMAN BOGGS, Vice-President in Charge of Sales ^ppj-p 1313 NORTH VINE STREET, HOLLYWOOD 28, CALIFORNIA A '■' \ Represented Nationally by J O II N B LA [R & CO M PA N Y RECIPE BOOKLET SPONSOR: United Fruit Co. AGENCY: BBDO CAPS! LE CASE HISTORY: Shop The Town is a product demonstration and shopping show. Its unusual feature: the same half-hour show is telecast twice a day, Monday through Friday, at 2:30 p.m. and 6:00 p.m. to catch housewife and working girl. Cost for daily two-show participation is $80. United Fruit, to stimulate banana sales, offered a recipe booklet. After three offers the com- party received requests for 1,006 booklets. WTTG, Washington, D. C. PROGRAM: Shop The Town ICE CREAM SPONSOR: Good Humor Co. AGENCY: Jordan Co. CAPSULE CASE HISTORY: Good Humor bought one- minute participations across the board ($85 per an- nouncement I on a daytime variety program to promote ice cream specialties. For one week commercials plugged pecan rolls: sales showed an increase of 26% % over nor- mal expectancy. In another week's test, sale of half gal- lons increased 15% over the usual seasonal figures. Spon- sor says results have been "more than gratifying." KMJII, Hollywood, Cal. PROGRAM: Bill Stulla's Parlor Parly CANNED CHICKEN SPONSOR: Chicago Western Corp. AGENCY: Bruce Bryant CAPSULE CASE HISTORY: The problem: to acquaint the buying public ivith Pinafore Chicken, a new brand of canned poultry. The sponsor decided upon a contest ask- ing viewers to see how many words they could make up from the letters in the brand name. The price: $25 in groceries. The contest was mentioned once, cost about $54. As a result, more than 550 entries poured in. Since then, participations have spurred sales. KFI-TV, Los Angeles PROGRAM: Adventures At Home CHILDREN'S SHOES SPONSOR: Selby Shoe Company AGENCY: Direct CAPSULE CASE HISTORY: Selby' s single Sunday after- noon announcement showed children modeling shoes while astride bicycles. The pitch: kid models urged child viewers to come to Selby's store with their parents so they might enter a bicycle giveaway contest. Before noon Monday, 147 parents visited the store with their children. Sixty -nine of them bought one or more pairs of Selby shoes. Entire live announcement cost: $41.50. WSAZ-TV, Huntington, W. Va. PROGRAM: Announcement DANCE LESSONS SPONSOR: Twin Cities Arthur AGENCY: Direct Murray Studios CAPSULE CASE HISTORY: This local dance studio runs a 25-minute local TV variety show at a cost of about $500 weekly. During the first eight weeks of sponsorship, the dance franchise noted a 218% increase in dollar sales. This, as compared to a similar period before TV spon- sorship. Other increases traceable to the Monday night show are a 32% increase in number of prospects: a 52% increase in number of sales. WTCN-TV, Minneapolis PROGRAM: Arthur Murray Show TV DEALER OFFER ALUMINUM WARE SPONSOR: Hughes-Peters, Inc. AGENCY: Din, i CAPS1 LE CASE HISTORY : Hughes-Peters, Inc., a radio- II set distributor, wanted to further goodwill for their dealers. This Emerson distributor, a Tl sponsor, guested on I' ill\ Club and made a free offer. In a casual mention and display, a plastic coin bunk was shown and offered free to viewers in non-dealer areas. From this one men- tion, requests totalled 12.717. Hughes-Peters now has "name recognition" outside theii sales territories. W L\\ I \ < in, uinali PROGRAM, I'ifu Club SPONSOR: Ruffe Jal-O-See, Inc. \CE\CY: Direct CAPSULE CASE HISTORY: Prominent lawyers answer general legal questions on this sponsor's Law of the Land. a 15-minute once-weekly affair. Cost: about $220. After a 2b-week sponsorship this has been achieved: increased the "people familiar with name and product" from 30' , to lW/< : sales up accordingly. The firm also reports double the number of sales leads procured a day after the telecast as compared to the number before. WTVJ, Miami PROGRAM: Law of the Land OUT OF THE WILD BLUE YONDER America strengthens her defenses and WDEL-TV drama- tizes for Delawareans the needs and methods for mobiliza- tion. Programs and spot announcements point up recruiting campaigns, defense bond drives, governmental aims of all types. "Your Air Force at New Castle," a weekly program pre- sented by the Public Relations Staff of the 113th Fighter Interceptor Wing, typifies this WDEL-TV service to its viewers, brings into sharp focus "the wild blue yonder" and the men who traverse it. Delawareans depend on their local station for such programs, look to Channel 7 for informa- tion concerning their civic responsibilities and privileges. WDEL-TV Wilmington, Delaware A Steinman Station Represented by ROBERT MEEKER Associates Chicago . San Francisco • New York • Los Angeles 8 OCTOBER 1951 47 Will promoters curtail sports sponsorship because of TV's effect on the box office? Alan L Radcliff Advertising, Sales Promotion Director Hygrade Food Products Corp. Newark, N. J. Mr. Gallery The picked panel answers Mr. Radcliff If promoters are realistic and will turn an eye to what has hap- pened with sports that have been televised during the last few years, they will invite and encourage rather than cur- tail TV sponsor- ship— providing only one thing: that they have an event worthy of viewer interest. When 1 was business manager for the New York Yankees we signed the first major league contract with tele- vision— the contract that has put the Yankees on I.) u Mont for every home game the) have played during the last five \ears. The \ ankee box office shows a sub- stantial increase today over its show- ing five years ago, and Dan Topping and the other team executives agree that telc\ ision played no small part in creating this increase. As a result, the Yankees have just signed a new six-year television contract with their sponsor. \\ hen WAB1) first turned its cam- eras on wrestling in L946, professional wrestling was on its back. Toda\. it's a thriving box office attraction all across the country, and wrestling pro- moters are the first to credit DuMont and Dennis James with starting it on the return trek to popularity. So. too. telex ision literally created the Roller Derby as a box office fea- ture. DuMont is about to initiate cover- age of professional football league games and I have no doubt that after viewers have watched a fewf games and have enjoyed the skill with which the professionals pla\ . pro football will re- cruit a very substantial following among people who have never seen a game before. Television is also responsible for maintaining interest in boxing despite the many poor cards presented by pro- moters. TV sponsorship will not cur- tail box office receipts over any period of time but will actually keep them at a higher overall level. It is my belief that if the promoters play both ends from the middle — i.e., TV sponsorship for the routine weekly stuff but not for the big ones — they will lose out with the public in the not-so-long run. The large box office for the Willie Pep-Sandy Saddler fights, especially the second and third bouts. I contrib- ute directly to television. The fourth Pep-Saddler match, on 20 September, was not telecast, and the box office was lukewarm. Of course, with the sale of motion picture rights and theatre television, the promoter can't lose — but to my mind, he's killing the tele- \ ision goose that lays the golden eggs. I'racticallv all sports people know the outstanding fact about TV spon- sorship— that television gains main more new fans for a sport than it causes lo he lost. Tom S. Gau.kky Din-dor uj Spurts DuMont Television \ el work New York Mr. Milligan This is a fine question to an- swer because everybody will have the chance to second guess it within the next two years. I think the surface effect of TV on box of- fice receipts will make promoters attempt to curtail sports sponsorships in the immediate future. I do not feel, however, that they will succeed over a period of time, or that the ultimate ef- fect of TV sponsorship on sports at- tendance will be any more injurious than the movies were to the theatre, records to the musical instrument business, or radio to all of them. TV provides the American public with an economical, interesting and comfortable service of entertainment. They will demand it vociferously, if necessary, and in the end they will get it. And I can't feel that sports at- tendance will suffer much, even dur- ing the transition period. Consider the figures: Sports arenas in New York vary in capacity from Madison Square Gar- den, with 14,200 seats, to Yankee Sta- dium with 67.000 seats. To fill these, there's a potential market of 6.850.006 people ten years of age and over in the five boroughs alone. All of them are prospects for major sports events . . . but less than 1 ' ( can be seated in New York's largest sports stadium! The other 99% are the market sports promoters must cultivate— -must interest to the point they'll come down and buy. What stronger way to do this than TV sampling? 48 SPONSOR Sports, like any other commodity, can get their strongest buying promo- tion from sampling. TV can and will give the American public a sample of everything from rodeos to rhumba contests. I believe sports promoters will finally recognize this and use TV viewing as the best possible means of exploiting their sports to the public. For the next few years, however, until that fact becomes clear, we can ex- pect considerable conflict between pub- lic demand, sports promoters, and TV stations and sponsors. What the pub- lic wants will be the deciding factor — sports that work with the trend will prosper and those that don't will won- der why they're losing ground. Lawrence D. Milligan Account Executive Biow Company New York Television is here to stay. So are sports. We in America are a sports-loving na- tion and no mat- ter how much of an inroad televi- sion has made, and will contin- ue to make in the attendance at sports events, there will be no curtail- ment of the latter. Why? Because there are sufficient sports enthusiasts who want to see their favorites in action in person to keep the pot boiling. While attendance fig- ures continue to show that television has definitely hurt, more and more sports are being televised, apparently to make up through sponsorship the loss sustained at the gate. This is evident in Madison Square Garden. Instead of cutting down box- ing as was expected because of the heavy fall in attendance and receipts for the indoor shows, the International Boxing Club has decided to stage con- tests each Friday in the "House That Tex Built" and on Mondays and Wed- nesdays in the St. Nick club, its in- cubator. The sponsorship of each will more than offset losses due to lack of patronage. Give the fight fans a good show with a well-balanced card and equally matched contestants and you'll find (Please turn to page 97) Mr. Fleischer WFBR FAMILY PROMOTION! PACK LOCAL AMUSEMENT PARK! i«9 *■ Atom ivert'w Families all over Baltimore listened to WFBR's advance promotion for WFBR "Family Day" at Gwynn Oak Park. They believed what they heard — and then acted! Family after family stormed the park! WFBR is proud of this record-breaking pro- motion— proud, too, that it is Baltimore's real "family station"— the station whole families listen to, enjoy and trust implicitly. Yes, we have the Hoopers, too — in some cases startlingly high. But more than that — we have the confidence and solid loyalty of Baltimore families! Ask any WFBR representative or John Blair man to tell you about it. B fAMlM RAVIO STATION ABC BASIC NETWORK • 5000 WATTS IN BALTIMORE MD. REPRESENTED NATIONALLY BY JOHN BLAIR & COMPANY 8 OCTOBER 1951 49 +&1 U THOMPSON: THE 4 KNIGHTS: Popular i "The Listening Glass." quartette In their own show RUSS CASE: Director of "An American Rhapsody." PATTI PAGE . . . and . . . RAY ANTHONY Co-stars of their own program, "Rhythm Rendezvous." D'ARTEGA: Director of Tl I "The Cavalcade of Music." ha-il "*7 t*i •X' r-ig« «*Sft ••''SSffj EAt^1" ..V £■*% 00* 1 ■:'■■'■• t I *r ^t .,. VL 1.' '" pe# /& M/wre v/y/r AIRLANE TRIO: if "Airiane Melodies." THE SUNSHINE BOYS: Famous vocal quartette starred in their own program of Gospel Songs FRANKIE CARLE: Star of "Keynotes by Carle" Show. SHEP FIELDS: Star of "The Shep Fields Show." THE COTE GLEE CLUB: st* ■, feature program, 15 minute. wk.~ IAZERS: Close- ALLAN JONES: Star of emember When." "The Allan Jones Show." figure Starting November 1, 1951 : Lang- Worth subscribers with full membership will receive specially prepared script programs totalling 4545 quarter- hours of playing time per year. Service mailed every week — prepaid. it out Selling aids — photographs, counter cards, posters, newspaper mats, spot announcements, etc. — are an integral part of this new service. All pro- grams are designed, written and timed for commercial sponsorship — utilizing star-studded talent from the Lang-Worth Library. for Based on the minimum rental of $125 per month, the cost of each 15- minute program is 33 cents — 3 for 1 dollar! Figure it out for yourself. yourself! THIS FOR FREE ! In addition to the specially prepared program service totalling 4545 quarter-hours of playing time per year, all station affiliates holding full membership in Lang-Worth Program Service receive the largest, best balanced and most diversified Basic Library of transcribed music in the world (6000 selections) — plus a continuous flow of New Releases featuring top-ranking artists in New tunes, New jingles, New voice tracks and Neiv production aids, every month — FOR FREE! Stop shaking your head — drop us a line and get the full story. w "'*',. LANG-WORTH FEATURE PROGRAMS, Inc. 113 WEST 57th STREET, NEW YORK 19 N. Y. WESTERN OFFICE LANG- WORTH Feature Prog. Inc. 14579 Benefit St., Sherman Oaks, Cal. CANADIAN OFFICE S. W. CALDWELL Ltd. 80 Richmond Street West, Toronto FOY WILLING: In "The Riders A* rhn D..rr>ln Cnrrn" thrtui I MY " T'The VTYH TYTYr\ ro, ill. 111)0/ o o o bi| BOB I Old >l \\ Having just paid this months bills. including the third quarter on my in- come tax, I would like to launch a phil- ippic or two on the virtues of economy — using radio as my case in point. Certainly with the cost of TV time and talent rising as boldly as a trout in fly time, whatever possibilities of economy there are in radio are worthy of prolonged consideration. Since television is very much with us these days — especially with those of us who dwell within the field of the seven channels in New York — it is far too easy to forget that even a modestly rating radio program can turn up more [ji'nplc than .1 tup-rating television opus. Furthermore, the joy of achiev- ing a 27.9 in TV (ARB. Nielsen, or what-have-you) may be all out of pro- radio review SPONSOR: Electric Auto-Lite AGENCY: Cecil & Presbrey, N. Y. PROGRAM: "Suspense," CBS Rather than discuss the Auto-Lite copy, which is direct if a bit categorical, and im- pressive if a bit mechanically contrived, I'd like to devote a few picas to Auto-lite's com- mercial announcer on Suspense — Harlow Wilcox. In my book Wilcox is the finest radio announcer in the business. He has, in a lengthy career, been spokesman for prod- ucts of every description and price and is one of those announcing rarities whose voice conveys prestige without a trace of stuffiness, warmth without gushiness. Any commercial announcer is. of course, hemmed in to a considerable degree by the quality of the copy he is handed (ami usual- ly must deliver verbatim regardless of how uncomfortable it may feel), but I've heard Harlow deliver the worst writing —impossible livings of dull products, phrases that belong only in trade hooks, oi package-inserts, which never meant to he spoken deliver- ing them with an easy grace that makes you lliiuk the man had just conjured up the woids himself. This is the very essence ol good radio selling, i- well as the salvation of mediocre writing, and no one achieves it to a greater degree than Mr. Harlow Wilcox. In addition he deserves rl large slice ol portion to the cost of achieving same. So let's wander into the principle that radio can most assuredly reach a lot of people at low cost. Good radio, as a corollary, can influence these peo- ple— this we know from many 52-week periods of experience. Therefore, a word or two on how we might increase radios economy! For one thing, have you considered building a radio "network" or combi- nation of local stations that dovetails rather than competes with your TV op- eration? Let's say you've got 33 sta- tions, live or otherwise, broadcasting your television program. What kind of a deal can you make for a radio pro- gram in those areas not reached by your TV efforts or in those where TV {Please turn to page 72) credit for the success of the integrated com- mercial which Johnson's Wax began when it first sponsored the Fibber McGee and Molly show. If Harlow hadn't been able to com- bine real acting ability and salesmanship, this approach might never have flourished the way it has since. So if you're in network radio, and believe your announcer is at least as important to the success of your venture as the star of your show, get yourself a man with the tal- ent of Mr. Wilcox: then sit back and relax. radio review SPONSOR: NBC Sustaining PROGRAM: "You Can't Take It With You" TIME: Sunday, 6:00 p.m. An amusing, fairly fast-paced, and faithful serialization of the great Pulitzer Prize com- edy-with-a-message, this NBC sustainer fea- turing Walter Brennan is devoted commer- cially to a vital and valid premise; namely, that listeners as well as advertisers ought to be reminded about the charm and power of the most powerful and the most charming medium ol communication as yet used by man. The opening commercial (on the 16 Sep- tember show) was a straight announcement delving into the fact that words are cold and immobile unless people utter them. It com- pared the word-on-the-printed-page with the same copy delivered, say, by a Churchill. A 30-second middle commercial (I'm sure this restraint was meant to be a lesson to all advertisers utilizing NBC) made, excel- lently, the point that within one week of broadcasting, NBC programs totaled way up in the thousands with advertisers footing the bilL Thence it went on to state that radio advertising is far more economical than any other medium, presenting the public with quality products at the lowest possible cost. The closing announcement bore a slightly historical lead-in about Mr. Marconi's inven- tion, then launched into further factual evi- dence that brand names heard on NBC rep- resent the cream of the crop: "Only quality products can continue to advertise — and stand the gaff of competition." Here was a lesson in philosophy, economics, and sales- manship— all packed into the commercial format of a thoroughly amusing half-hour show. The only bone of contention I have to pick with the medium is that NBC used no drama whatsoever to make their points. The commercials were as straight as a plumb line. I do think that, despite the seriousness of the subject, the messages do lend them- selves to a bit of dramatization. No need for hokiness, but certainly a singing com- mercial lead-in might have gotten to the subject about radio commercials a little more adroitly than talk, talk, talk. Also — it's too bad, I feel, that television had to come along to make time available on radio for a sub- ject of this nature. radio review SPONSOR: Alkaids (Block Drug) AGENCY: Joseph Katz Company, N. Y. PROGRAM: Announcements 1 honestly doubt that there's any really- new way of spot-advertising a stomach prod- uct and certainly if there is, the Alkaid an- nouncements haven't concerned themselves with achieving it. They start with a drama- tized vignette of a baseball stadium hot-dog- hawker and work around within seconds to an announcer talking about the pleasure of gorging when you've Alkaid to take away the penalty. This product's approach to re- lief is as sound as it is well produced. The gal in the announcement (Helen Lewis, if my ears tell me rightly! is believable, easy to understand, and superbly competent. Every theme-line and minor verbal aria is tried and true — such as, "Enjoy yourself without the penalty," "Don't take chances, take Alkaid": the overindulgence cliches and stock situations are all handled well. Since the groundwork has been done years ago for a product like this, I, for one, see no reason for Alkaids not capitalizing on it. But on the other hand, one single note of novelty might set the product off a bit from competition. 52 SPONSOR AIF if "An WTIC's 50,000 Watts represented nationally by Weed"& Co. . Paul W. Morency, Vice-Pres.-Gen. Mgr., Walter Johnson, Asst. Gen. Mgr.— Sales Mgr. 8 OCTOBER 1951 53 BOTH WITH AP NEWS "AP Service is A Great Partner for Stations" ■ ■ "Associated Press news is a major factor in KJR's 66% gain in net revenue from newscasts for 1951 over 1950," says Gen- eral Manager Morton. "If a station is not working its news angle hard in programming and in sales, it is missing a bet. J. Archie Morton, General Manager, KJR, Seattle, Wash. "If full sponsorship for a program t<*l not continue, we add to revenue by in? ^ ing participating announcements. Thus ' \ifl develops maximum returns. i *! "Our Associated Press news is sold ■ 4 As we know and as our clients tell js; >& service is a great partner for stations H are on their toes these days." :f< "Ratings Jump 20% for AP Newscasts" H. Rod Kurd, Sales Manager, KWNO, Winona, Minn. "KWNO advertisers," says Sales Manager Hurd, "are pleased with AP sponsorship. Check this record: Kalmes Tire Service, 13 years without interruption. Breitlow Funeral Home, 13 years. Marigold Dairy, 12 years. Merchant's National Bank, 4 years. Winona Motors, 10 years. "Associated Press newscasts have the highest ratings of all KWNO programs. At 7:30 a.m., before our AP news, KWNO listen- ership jumps 20%. The same at noon. "Exactly 96.66% of all AP newsc are sponsored. The remaining 3.33% is e; ' morning time. ^ % "When it comes to AP newscasts, KW< $ salesmen put their feet on the desk. Selli a AP news requires little effort. We have :S waiting list." ]|j From KWNO sponsor Bernard T. Kaln >s Hundreds of the country's finest stations announce with pride THIS STATION IS A MEMBER 1 ys KJR sponsor C. B. Williams, Presi- of Rhodes Department Store: "AP news- are concise, factual, yet warm and laling. Shoppers listen for our 9 a.m. icast six days a week. It features the jS that will go on sale when the store :)s an hour later. AP news over KJR is a nt factor in our promotion." Imes Tire Service: "In January we enter fourteenth consecutive year of news 'sorship at KWNO. Why? Because we ' good will, prestige and keep the as Kalmes and General Tire first in friers' minds. Announcers serve as our lismen, selling to thousands-fold more He since news commands a high listen- ip. We're ahead of the competition. AP i is mainly responsible." ■I Associated Press . . . constantly on the job with • a news report of 1,000,000 words every 24 hours! • leased news wires of 350,000 miles in the U.S. alone! • exclusive state-by-state news circuits! • 100 news bureaus in the U.S.! • offices throughout the world! • staff of 7,200 augmented by member stations and newspapers . . . more than 100,000 men and women contributing daily! AP news delivers for broadcasters and sponsors, because AP news captures the audience. Accuracy, speed, dependability of coverage keep listeners keyed to AP news. Again and again, this is evidenced by consistent listener loyalty . . . loyalty that is translated into sales for sponsors and member stations. For further information on building your sales . . . write RADIO DIVISION THE ASSOCIATED PRESS 50 Rockefeller Plaza, New York 20, N.Y. ASSOCIATED PRESS. till This SPONSOR department features capsuled reports of broadcast advertising significance culled from all seg- ments of the industry. Contributions are welcomed. KM fill sweetens syrup stiles 102.7% above 1948 Some three years ago, J. R. Murphy, manager of the Shreveport Syrup Com- pany, was ready to gamble on radio. Syrup sales, including those of his company's Johnny Fair syrup, had been going down steadily for years. Would radio help? Murphy decided the results of a six-months' air cam- paign on KWKH, Shreveport. would determine whether or not he remained in the syrup business. A live hillbilly show in the early morning was decided upon since farm families are the biggest consumers of table syrups. The talent: Red Sovine, a well-known recording artist who had appeared regularly on KWKH for a couple of years. The program was launched as a daily 7:15 to 7:30 a.m. feature. Monday Red Sovine, Groovie's Boogie d.j. lift sales through Friday and results were im- mediately evident. Sales of Johnny fair syrup, unit-wise, in the first quar- ter of 1949 were up 26.6% over the first quarter of 104!!. Total unit sale* for 1949 were 38.5$ greater than for I'M,'!. \lui|,li\ n;i- impressed. He expanded his broadcast adver- tising to reach Negro families. The show: a quarter-hour segment of Groo- vie's Boogie, the 4:30 to 4:45 p.m. pe- riod. Monday through Friday. Shreve- port Syrup Company sales continued to climb. They reached the peak in 1950"s third quarter when sales were 90.6% higher than 1949's correspond- ing quarter, and total sales for 1950 were 102.7% above those of 1948 when the radio campaign started. Now, Murphy, in addition to his two KWKH shows, advertises on seven oth- er stations in north Louisiana, south Arkansas, and east Texas. Two carry the Red Sovine Show on tape and an- other, Groovie's Boogie. Local talent carries the Johnny Fair banner on four other stations. Radio now represents 75 to 80^ of the Shreveport Syrup budget; the competitive picture shows Johnny Fair Syrup shelfmates continuing to show a sales decline. • * * Saturday yrid «/«ni«*.s boost Sunday "Inquirer" features The Philadelphia Inquirer has more than 100 features and comics in its Sunday edition. To promote this wealth of reading material and to stim- ulate readership the newspaper is util- izing Saturday afternoon radio. The newspaper's showcase: all nine Uni- versity of Pennsylvania football games, home and away, which started 29 Sep- tember with the Penn-California con- test at Philadelphia's Franklin Field. The station: the Inquirer-owned WFrL. The Inquirer is stressing the theme, "America's most interesting paper." and during the nine-week grid season sponsorship, all the Sunday features will be spotted commercially on the broadcasts. The grid games will also be used for the Inquirer's general pro- motion purposes. The Inquirer, in addition to getting added sales punch, hopes to perforna a real service to football fans since ra- dio will be the sole broadcast reporter — reason being the National Collegiate Athletic Association's restrictions on the televising of college football this fall. • • • Girl ventriloquist, ilunttny sell Cliquot Club on TV A nine-year-old girl ventriloquist is the latest thing in TV saleswomen — aided by Kleeko. an Eskimo boy dum- my. For the Cliquot Club Company of Millis, Mass., which uses an Eskimo as a trademark, the team represents a fine product-identification plus a sales spiel that's easy to swallow. The little girl ventriloquist. "Angel, does her selling on The Frances Lang- ford-Don Ameche Show, ABC-TV (Thursdays 12:30 to 12:45 p.m. I. While the girl and Kleeko, the dummy, do not take part in the show proper, there's a high degree of integration. Kleeko, "Angel" attract commercial attention Recent example: when it came time for the Cliquot Club commercial. "An- gel" came out dressed in a little skat- ing outfit and pulling a Cliquot Club sled. Kleeko. the Eskimo boy, looked out toward his unseen video audience, asked who are all those people out there. "Angel" : they're our audience. Why don't you tell them who you are? Then Don Ameche welcomed Kleeko and Kleeko. through "Angel." gave the pitch on the purity of Cliquot Club bev- erages. Later, it's planned to have "Angel" and Kleeko take part in the non-commercial portion of the show. • • • WWOD-tuilored vatnpaiyn reaps oranye sale harvest Raj McCraw. Chow orange distrib- utor of Lynchburg, Va., has a two-fold problem each year. First, his product must lie sold to as main retailers as possible and displayed prominently b\ them. Secondly, the buying public must be made brand-name conscious. WWOD. MBS affiliate in Lynchburg, solved this dual dilemma. A series of transcribed announce- ments was tailor-made b\ the WWOD staff to make listeners brand-name con- 56 SPONSOR Advertisement scious. The sales message: special jin- gles running several times a day dur- ing the orange season. The second phase was a weekly half- "Lynchburg Calling" trip winners get oranges hour show. Lynchburg Calling, which tied brand name, listener, and retailer all together. The program, a telephone quiz, involved questions about the city of Lynchburg; paid off in letters to winners which could be exchanged for bags of Chow oranges at their grocers. The grocers involved received air men- tions. How has WWOD's program plan- ning paid off? Lynchburg's Chow orange distributor's sales were up 5007^ this year or 2.400.000 more than the previous seasonal sale. Additional audience and sales ap- peal is provided by taping the voice of a prominent Lynchburg citizen; playing it a couple of times during each show with the voice of the taped personage giving hints as to his iden- tity. The prize for identifying the voice: a weekend at a scenic Virginia resort with transportation, lodging, and meals provided. * * * Briefly . . THE NEEDLE! Vice Pres. Gen'l Mgr. Associated Program Service 151 W. 46th, N. Y. 19 ! Man behind "Ohio Story" now a consultant Anson F. Hardman. for the last 27 years general advertising manager of Ohio Bell Telephone Company retired 1 October in conformitv with the Bell {Please turn to page 92 I 11 all you need from a transcription library is a limited amount of material, all you should have to pay is a lim- ited price. That's the astonishingly simple principle behind the APS an- nouncement which is reaching the desks of broadcasters across the U. S. and Canada today. Specialized transcribed musical libraries to meet Special broad- casting needs are yours from now on at prices from $19.50 per month up — and contracts run for just one year. We've spent a whole year find- ing out exactly what broadcast- ers want from the transcription field. And this new service is the answer. It took a lot of planning to work it out ... we had to streamline our entire operation and adopt a whole new concept of service to the industry. But the first flood of orders ... of let- ters and telegrams that express a heartfelt "thanks" from station operators large and small . . . make us feel pretty proud and happy. This week alone we'll save broadcasters over a quarter- million dollars! Details ? They're in a brochure you'll receive this week — and on a little red disc that will come with it. All we have space to say here is that we've built five specialized libraries from the rich, jumbo catalog that comprises the full basic APS library. They are: Commercial — All the famous APS commercial lead-ins . . . plus time, weather, Dollar Day, Christ- mas jingles . . . PLUS the COM- PLETE SERIES to date of Mitch's Transcribed Sales Meet- ing Series and an additional new meeting every month. Cost: $22.50 per month. Production — A whole library of theme and mood music ... of interludes, fanfares, bridges, na- tional anthems, stand-by-music. Cost: $19.50 per month. Show Medley — Hours of show medleys . . . lavish, long-running medleys from top Broadway shows. Cost: $22.50 per month. Popular — A complete pop dance and vocal library — featuring names like Flanagan, Jurgens, Masters, Knight, Carson, Mitchell, Brito, others. A big little library. Cost: $39.50 per month. Radio Music — Cream of the pop concert music — Ted Dale, Glenn Osser, Al Goodman — hun- dreds of selections. Cost: $47.50 per month. There are even additional discounts From these revolutionary prices . . . 10", , for any combination of two or more of these libraries . . . 5% for the broadcaster who likes to earn a high rate of interest by paying these low charges annually in advance. Note the flat price scale. Every broad- caster's dollar is worth one hundred cents at APS. regardless of size, loca- tion, station rates, or what have you. There are no cabinets or other extras. Each library comes with two complete sets of index cards, replete with all the information you could possibly need. Broadcasters who want the famous APS transcription cabinet — designed for us by broadcasters themselves — can buy this item outright. And we have a special at-cost plan for the stations who need extra vertical playback equipment to make the most of our superb music. Finally, there can even be "special special libraries." Our studies proved these five special libraries to be the ones most broadcasters need and want. But there were other suggestions, too and we're working on them right now. After all, we have the biggest supply of music of all kinds to draw upon! There's a special religious-folk music library project in the works right now. for instance. Concert music too! And. as ever, there's the FULL APS BASIC LIBRARY for the basic station . . . the richest, soundest, best-played library ever! Yes . . . it's APS from now on ... for every radio station! It seems to us that the impor- tant thing about this new plan is that it was inspired by broad- casters themselves. After years of having to do things the other fellow's way, here's somebody who will throw the old book out of the window and do it your way, with no strings attached! Eventually — the sooner the better— we hope to do business with every radio station. There's no reason why we shouldn't. Many broadcasters with full libraries actually leased them to gain access to some special section they con- tain. And we now have a way to double the effectiveness of those libraries — at less than half the cost. As for the op- erators who've never used a library — or don't have one now — well, they know lie^t of all what this new deal means! When that brochure reaches your desk — reach for your pen! 8 OCTOBER 1951 57 tte % # ame, same fine service... New name, same fine service for radio stations, advertisers and their agencies! Now "Radio Sales" — for the past twenty years known as the foremost national spot representative in the broadcasting business — gets a new name : cbs radio spot sales. CBS radio SPOT sales will concentrate exclusively on radio , representing 13 of the most sales-effective radio stations in the nation, each the audience leader in its own market. I WCBS, New York - 50,000 watts WBBM, Chicago-50,000 watts KNX, Los Angeles- 50,000 watts WCAU, Philadelphia-50,000 watts WCCO, Minneapolis-St. Paul-50,000 watts WEEI, Boston-5,000 watts KMOX, St. Louis-50,000 watts KCBS, San Francisco — 50,000 watts WBT, Charlotte-50,000 watts WRVA, Richmond - 50,000 watts WTOP, Washington - 50,000 watts KSL, Salt Lake City-50,000 watts WAPI, Birmingham-5,000 watts CPN, Columbia Pacific Network ) As before, for the best buys in spot radio, call Radio Sa— oops ! call cbs radio spot sales. New York - Plaza 5-2000 Chicago -Whitehall 4-6000 Detroit -Trinity 2-5500 San Francisco -Yrukon 2-7000 Los Angeles- Hollywood 9-1212 Memphis - Memphis 37-8612 WHEN TELEVISION SELLS... JULY SALES UP 50% IN SYRACUSE THE G. J. RALPH COMPANY. PERMA-STARCH BROKER IN SYR- ACUSE SAYS "Participations in 'What's New' with Jean Slade increased PERMA-STARCH Sales 50% DURING the Month of July. NO OTHER ADVERTISING WAS USED." TO YOUR NEAREST KATZ AGEN- CY MAN AND LEARN HOW YOU CAN SELL THE BIG SYRACUSE MARKET • FIRST IN TELEVISION IN CENTRAL NEW YORK CBS • ABC • DUMONT WHEN TELEVISION SYRACUSE OWNED BY THE MEREDITH PUBLISHING CO. By lfllflkfcl IP": 1 *& \ ^yjjl wff 1 < ' t3S ~j/~~~*' ^iPH SSl" Frafth Delano I of Foote, Cone & Belding This is the first of a series of profiles of ad agency executives. The series will cover agency men and women in every radio and Tl category. agency profile To see the alert look on 40-year old Frank. Delano's face as he paces the floor of his plush 247 Park Avenue office each morning at 9 a.m.. you'd never dream that he'd been pulling snappers out of Long Island Sound at 6 o'clock that morning. What's more. >ou'd probably expect so enthusiastic an angler to talk about nothing but his prowess with rod and reel. You d be disappointed. When Frank Delano starts talking, the topic is likely to be Miss Rheingold of 1952. Joining Foote. Cone & Belding in 1947 as account executive for Rheingold Beer, he was delighted to learn that the then current Miss Rheingold had drawn 2.219.501 ballots. Though depending heavilx on color ads because of the pictorial element of the over-all cam- paign. Frank stepped up the use of spot radio and TV to such an extent that the account is socking over $600,000 into airwave plugs this year. Results: (1) Rheingold is the No. 1 selling beer in New York and has been for the past four years: (2 I the Miss Rheingold election last year drew 8.284.127 votes, making this the second larg- est election I political or promotional l in the country. Looking at his 6' 3" solidly filled frame today, it is difficult to pic- ture Frank starting out as a $15 a week messenger boy at Young & Rubicam just after he graduated from Lehigh Lniversity in 1933. At Y & R. he worked his way through cop\ research, merchandising, contact, and finally became manager of their Hollywood office. Han- dling the Jack Benny Show, Lum and Abner. Gulf Screen Guild, and Silver Theater sold him on sales value of radio. After three years in the Special Devices Division. Bureau of Aero- nautics, and as Special Assistant to the Secretary of the Navy. Frank rejoined Y & R in 1945. Two \ears later he joined FC&B as account executive on the Rheingold Beer account. Toda\ he is member of the Plans Board. Vice President, and Director. On the home front. Mrs. D. has gracefully accepted the fact that Frank is tending strictly to business as a member of the committee which picks tbe six Miss Rheingold candidates from a bevy of over 500 professional models. Much more difficult to accept is the saw- dust that filters through their Port Chester home when Frank and nine-year-old Fred get the lathes turning in the carpentry shop in the basement. A chip off the old block. Fred recently introduced a cute playmate with. "I want you to meet Miss Rheingold of 1963.' 60 SPONSOR :iey tfourneci on i tie nea£9 in Jiiiie? in LOUISVILLE! ^, Spot 7devi4t**t SdU (faxUt 'pon, 0?unt&e* 'pacta, /44&: te: Pioneer Station Representatives Since 1932 NEW YORK CHICAGO DETROIT ATLANTA FT. WORTH HOLLYWOOD SAN FRANCISCO CEEH A familiar face in a new place. Ren Kraft, heading the new Fort Industry Company Chi- cago office, has just returned from Miami. He has the first- hand, up-to-the-minute facts about the station that delivers more of the billion-dollar Miami market for less money than any other station — WGBS. 15 IS From the desk of REN KRAFT: After seeing WGBS in action . . hearing their distinctive local pro- grams, seeing their top ratings and talking with representative listeners and enthusiastic local sponsors, it's easy to see that WGBS is the top station in the phenomenal Miami market — and t's easy to see why it's the best buy for any advertiser. Ml Ml FLORIDA REPORT TO SPONSORS for 8 October 1951 (Continued from page 2) Coast-to-coast TV, hot race raise Series interest to peak Series broadcasts on AM and TV are probably best buy in sports sponsorship history. Reason: Inter- est stirred by coast-to-coast TV linkup in time for Series and unusually hot race in both leagues. Nu-Pax radio and TV campaign will blanket New York City In what is claimed to be biggest campaign ever used to launch new drug product in single market, Nu-Pax sedative will be pushed via radio, TV, and subway posters in New York. Lineup of programs on WNBC and WNBT includes: Half-hour "Bold Venture," Ziv transcription starring Bogart-Bacall ; quarter-hour of Tex & Jinx program ; five other AM shows and two TV shows. Subway posters will merchandise Nu-Pax pro- grams by picturing talent. During initial New York drive, account will spend $5,000 weekly and agency, Emil Mogul, expects total budget for 1952 to run from $500,000 to $1,000,000, depending on success of initial drive. Nu-Pax is non-habit forming sedative said to relax nerves. WWDC now has second largest audience in Washington WWDC, which rose to fame in Washington, D.C., mar- ket as independent, then joined Mutual early this year , now has second largest total audience in city, according to last two Pulse surveys. Station has attempted to combine best features of both independ- ents and network operation. Thus station "spells" disk jockeys with Mutual commentators like Fulton Lewis, Jr., station manager Ben Strouse pointed out in report to advertisers. Daytime TV may be sold out on networks by January SPONSOR prediction made last January that daytime TV on networks would be virtually sold out by Janu- ary 1952 seems to be coming true. In gathering material for daytime T V article which starts page 34 this issue, SPONSOR staffers found advertiser inter- est was skyhigh. One reason: on typical day in October nearly 5,500,000 people will be tuning in daytime TV. That's audience worth shooting at. Crosley Broadcasting using film to sell WLW radio Latest WLW radio pitch is in form of film called "What Price People?" Film points out that despite television going full blast in WLW area, station still has lower cost-per-thousand impressions than any other medium. 62 SPONSOR NT ATI VES NEW YORK BOSTON CHICAGO DETROIT SAN FRANCISCO ATLANTA HOLLYWOOD Radio Radio is the top favorite in Bir- mingham. For example, quarter- hour sets-in-use figures averaged 24.9 last Winter — markedly higher than the major market (Multi- Pulse) average. still Still far out in front in Birming- ham radio, WAPI has two-and-a- half times as many weekly quarter- hour "firsts" as the next station . . . 75' { more than all other sta- tions combined. favorite Favorite not only for CBS shows but for its local programs as well. WAPI broadcasts all of the top 15, and 18 out of the top 20 quarter- hours available for local sale. Monday-Friday. SO So it goes. WAPI broadcasts 8 of the top 10 newscasts ... 8 of the top 10 disc jockey quarter-hours. Monday-Friday . . . and all of the top 10 regular locally-programmed Saturday quarter-hours. IS Is \our eye on the New South? Then look first at highly indus- trialized, booming Birmingham. For the complete story on Bir- mingham's most effective sales medium, call Radio Sales or . . . Source: Pulse, Sept. 1850-A.pril 1951. WAPI "The Voice of Alabama" Birmingham CBS Radio Network Represented by Radio Sales RAYEX AND RADIO [Continued from page 31) space newspaper ads were effective in producing immediate sales, but the ef- fect evaporated in a few days. Gene Griffin, Sunwares sales-man- agement consultant, shakes his head ruefully when he looks back at that campaign. "Those big ads certainly pulled in a lot of customers," he says, "but printed media just didn't do a good job of consumer education and product identification. If we'd had the dough to continue the program over an extended period of time, things would probably have been different. We weren't getting sustained value from the ads. and they didn't pull enough to pay for themselves over any pro- longed period of educational promo- tion." A strategy meeting was called and Rayex executives Tunkel. Kramer. Jo- nas, and consultant Griffin thoroughly analyzed the reasons for the failure of the promotion. The verdict: that they had tackled too ambitious a project with too small a budget. The obvious thing to do was to pour more money into advertising — but there wasn't any more money. All right, there's more than one way to skin a cat, they reasoned. The usual top-to-bottom distribution plan had been a flop. Why not a reverse twist? Gene Griffin proposed : "Let's sell the consumer first; he, in turn, will de- mand the product from the sales clerk; the clerk will needle his boss. Even- tually, we'll have the distributors rap- ping on our door." President May Tunkel based his ap- proval of the plan on a solid conviction that once the public became aware of the effectiveness of the product, sales would soar. "Our objective." he re- calls, "was to bridge the gap between the publics realization of the need for such a product and the awareness of its availability." So the problem boiled down to one of consumer education. The solution they came up with called For a spol radio and TV campaign. Financial conditions made it a "must" that the program pay for itself. Hoyv to do it? Simple. Use broadcast advertising to reach the greatest mass of people at the lowest cost-per-contact, and make the Rayex glasses a mail-order item in or- der to finance the campaign. A hurried call yvas put out for Hu- ber Hoge & Sons, top mail-order spe- cialists, in January 1951. The agency was not too enthused about the product as a mail-order item at first. But Gene Griffin quickly lit a fire under Johnny Southwell, the account executive. No complicated sales pitch by Gene. In- stead, he popped a pair of Rayex Nite Glasses on Johnny's nose and defied him: "Use these for three nights of driving or TV viewing. Then come back and tell me we haven't got a red hot sales item." It didn't take quite that long. Two days later Johnny was raring to go with a radio and TV test campaign — centering around the use of Rayex glasses for viewing television. Then the boom dropped. Not a ra- dio or TV station would permit a com- mercial for a product which professed to cut down on TV glare. Scientific tests notwithstanding, no one in the trade yvould publicly admit the exist- ence of glare from a TV tube. Commercials were rewritten. The new sales pitch focussed on the night- driving angle. Radio's proved ability to make the listener use his imagina- tion was put to good use. How strong would your sales resistance be after hearing this commercial? "Do you drive a car? How many times have glaring headlights coming right at you blinded you so much that you could only hear the whoosh, whoosh, whoosh of the cars but couldn't see them. How long are you going to continue driving by luck, es- caping by inches every time those head- lights blind you at 30, 40. and 60 miles an hour? Bright headlights coming at you are killers . . . the cause of thou- sands of deaths and smashups on the road. But now you don't have to put up with dangerous glare." Then the sales pitch. To appreciate the effectiveness of the commercial, try reading it aloud. It may look cold in print, but when a persuasive announcer uses the onoma- topoetic magic of words like "whoosh, whoosh, whoosh." there are few lis- teners who do not immediately and vividly recall some previous night- driving experience that scared the pants off of them. The commercials are under constant study. Cop) changes are inspired by suggestions from customers, station managers, prospective distributors, and a wide variety of other sources. For example, a recent story in the New 64 SPONSOR and Cp Ears of jaf i»io GOOD CITIZEN The "Children's Workshop" is something unusual in public service programs. Designed on the theory that busy minds and hands at 6 pre- vent delinquency at 16, this show has not only won a distinct place in the heart of our community for itself — but also for the Borden Company, its sponsor. Yes, its sponsor! Here's proof that public service shows, conceived to fit the aspirations of a community, can be sponsored and still be in the public service. Conceived by Mrs. Winifred Naas, the "Workshop Lady," this program is built to develop charac- ter in the young television viewers in this community. It consists of a period called "Manners — or Living With Others" — a period of creative arts and crafts — a question period, with telephone answers — and j. play and acting project. No chil- dren appear in the commercials. The Workshop Lady regularly an- swers hundreds of weekly requests for creative crafts direction sheets, and answers over 150 personal letters a week — half of them from adults! And the Borden Company, expanding a trial period of 4 weeks indefinitely, reports increased sales andf widened markets through their host of new friends. "We feel this is an excellent pro- gram for children," writes Michael Solomon, Assistant Superintendent, Division of Recreation, City of Dayton, "and are especially grate- ful to Mrs. Naas for the opportunity she has given us this summer to publicize events on playgrounds of special interest to children." It's a privilege to be associated with another good citizen in this program dedicated to better youth- ful citizenship. As a locally-owned, locally-operated station, we take special interest in programs de- signed to make our community a better place to live. Judging by both mail response and surveys*, Day- ton reciprocates those efforts in its viewing preferences . . . WHIO-TV is represented nationally by the George P. Hollingbery Company. *EXAMPLE-Pu1se August survey shows that 8 out of top 10 televised shows were aired via WHIO-TV. York Times gives the agency an op- portunity to stress that latest accident reports show night driving increases the danger of a fatal smashup l>y 400' i. An unsolicited testimonial let- ter volunteered the information that the glasses gave eye-ease to those work- ing under fluorescent lighting. Appro- priate copy additions are being con- sidered. As Johnny Southwell sa\s. "There's no such thing as a perfect piece of copy. There's always room for improvement. The selling ability of these commer- cials was first tested on WOR, New York, and WATV, Newark. Selection of these two outlets was based on their effectiveness in previous mail-order campaigns. The test quarter hour on TV cost S250. On radio, a participa- tion in Bill Taylor's Sunrise Serenade (Sunday, 6:00 to 7:00 a.m.) was picked up for $50. The Rayex braintrusters figured that the programs had to pull enough or- ders I at $1.98 per pair I to hold the ad cost down to 80^ per order. Bill Tavlor's melange of news, movie and How to SELL in CLEVELAND iona Small Budget Low Cost Coverage You don't need a fat pocketbook to sell in Cleveland. Not when you include WDOK in your sales effort, because WDOK is the only station in town that delivers the audience broken down into sepa- rate segments. Here is how we do it. Cleveland has a population of ap- proximately 1,400,000. About 533,000 are foreign-born or of foreign parent- age. They like their programs in their native tongue, so WDOK gives them just that . . . shows in Czech, Ger- man, Hungarian, Slovene, Polish, Italian and Slovak. It adds up to 1 1 Vi hours a week in Class "A" time. Then, there are 125,000 colored folk who make up a powerful buying group. Disc jockeys like Bill Hawkins supply them with what they want, and they voted him top man in town in the Cleveland Press Radio poll. Put them together . . . foreign-born and colored . . . and you have a slice of the Cleveland market that represents half its population. And you can reach these customers inexpensively through spots in these shows. If you want proof, we have one advertiser who gets such good re- sults his salesmen pay for the program out of their own pockets! Get all the facts from the Walker man, or write to WDOK, 1515 Euclid Ave., Cleveland 15, Ohio. UJIM Cleveland 5000 Watts book reviews, pop tunes, hymns, and weather reports brought in enough or- ders to pull the cost down to 500 per unit. He's been on the ad schedule, on and off. ever since. The TV mail-pull was heavy but only about enough to meet the break-even point. With initial costs so much high- er, TV has to pull like a Percheron to match radio's cost per sale. As with practically any mail-order item, long-term contracts with stations were not even considered. A station continues to get the advertising just so long as the offer pulls sufficient orders. One successful technique used by Hu- ber Hoge is to saturate an area with spots for a couple of weeks, give it a breather, then go back and sock the market again. Local station addresses are used in the commercials and the stations are urged to forward orders to the Huber Hoge agency as quickly as possible. At the agency, a sharp-eyed analyst soon determines whether or not the station is pulling its weight. His findings de- termine whether the station's schedule is increased or dropped. The analyst is also able to check the effectiveness of copy changes, spec- ified time segments, and program types. This type of analysis has shown that, although glasses were offered in various styles, the great majority of or- ders were either for or by male mem- bers of the family. This was the tip-off for booking time and program per- sonalities. Most successful were participations in early-morning and late-evening shows. Purchases were made on a ba- sis of high ratings and mail-order back- ground of the stations. News programs were found to be particularly effective. As sales increased and more money be- came available, the coverage was ex- panded. Local disk jockeys, newscasters, and home-town personalities soon showed their ability to rack up heavy sales. In particular. John Harvey I KGO. San Francisco), Ralph Story (K.NX, Los Angeles I , and Hair y Campbell (WBBM. Chicago) have proved they have potent audience loyalty. The "Dear John"' letters that Harvey re- ceives are not the type that the GI's got during the war: Harvey's mail is load- ed with orders for the products he plugs on his show. Ralph Stor) s lis- teners not only flood the mail with greenbacks, but the\ write glowing tes- 66 SPONSOR iff It L U is First in Coverage in The Largest Market Area in the South with a two billion dollar buying potential. The Memphis market rates 13th in the nation's wholesale volume of trade. Radio Results are UP!... Radio Costs are down! and WREC Keeps Step with the forward march of Radio Advertising Values ... WREC RATE IN COST PER THOUSAND LIST- ENERS, HAS GONE DOWN 10.1% COM- PARED WITH 1946. THE ADVERTISERS GET MORE IN COVERAGE, MORE IN PRESTIGE. WREC HOOPER RATINGS AVERAGE HIGHER THAN ANY OTHER MEMPHIS STATION Affiliated with CBS. 600 Kc. 5,000 Watts 8 OCTOBER 1951 WREC Memphis N9 ] Station Represented by The Kah Agency, Inc. 67 timonials for the products and send in orders for their neighbors. On TV, late feature films and wres- tling outpulled any other type of pro- grams. Live commercials are used in the East and a three-minute film is used in other localities. First substantial network participa- tion was for 70 stations carr\ ing ABC's Sid Walton Reviews the News. As many as 150 independent and network stations are being used now during the course of a week. At presstime, ad- dition of a split NBC net was being dickered for. This will bring the total to over 350 stations weekly. Prior to September, Rayex was plugged on a C.O.D. basis. The Sid Walton program was recently used to test prepaid orders and preliminary analysis showed that, although the vol- ume was down slightly, the saving in the cost of handling orders offset the decline. Future commercials will prob- ably give the customer the choice of prepaid or C.O.D. orders. TV was tested in at least six markets but Rayex found that, in addition to the high price of time, there was just too much work involved in handling a single product in this medium. Station requirements varied so greatly that ex- pensive changes were necessary in the film commercials in each market. Va- rying rules as to permissible claims and the duration of commercials add- ed to the complications. Then, too, programing on competi- tive TV stations was so variable that there was no way to anticipate audi- ence size. It was practically impossible to control the commercials out of town insofar as knowing the exact time they would be used on the air. Herman Liebenson, of Huber Hoge, told sponsor, "We'll probably test TV again in the future, but at the present time we feel that it is just plain over- priced. Radio, with the same effort, pulls 10 times as well dollar for dollar. You can get more people at less cost practically every time." Per-inquiry deals were tried and are still used, but merely on a marginal basis. While P.I. produces additional volume at no actual additional cost, the "bastard" time given P.I. deals by stations makes the results extremely spotty and unreliable. Few stations are willing to use anything but highly mar- ginal time for per-inquiry deals. Between March and June of this for quick, easy reference to your copies of SPONSOR get the beautiful SPONSOR BINDER BINDER ORDER FORM SPONSOR 510 Madison Ave. New York 22 Please send me Binder holding 13 issues and bill me later. NAME FIRM ADDRESS at only $4 CITY $4 one binder ZONE STATE $7 two binders IMPORTANT: Bind- ers come in two sizes (I) to fit your 1950 or earlier SPONSOR issues. (2) to fit the slightly larger 1951 issues. Please write numbers I or 2 in the boxes to indicate binder size desired. You may buy one of each size for $7. \ ear. more than $50,000 was poured into radio and TV. No other media were used. By the end of the year more than .$150,000 will go into air time. Where is this money coming from? It's coming from direct-to-consumer sales produced by the judicious use of radio and TV advertising. Yes. that $50,000 which was invested in broad- cast advertising brought in more than enough sales to liquidate the ad expen- ditures. A summer hiatus was taken for two months. Account executive John South- well explains. "While we realize that people listen to radio wherever they are, a good deal of summer listening is done out-of-home. People listening in cars don't very often make notes of mail-order offers. Then, too, people on their vacation don't sit still long enough to have an item mailed to them. That period gave us a chance to ana- lyze results and get set for an all-out effort in the fall." While the volume of sales produced by radio was important because it en- abled Rayex to step up their advertis- ing month-by-month, more important is the fact that the consumer demand created by the campaign has gotten the Rayex foot into the door of national distribution. The top drug jobber in the country wouldn't touch the item until one day the buyer's daughter told him that she had seen Rayex glasses advertised on TV; Rayex Nite Glasses were listed in the next drug catalog. During the abortive 1948 magazine campaign, the largest variety store chain in the nation tried a sample stock of the item. Sales were so poor that the buyer told Rayex's salesman to "go. and never darken our sales picture again." Last month, the same buyer called to say, "It's against my princi- ples to take a second chance on an\ item, but that spot radio campaign of yours has created such a demand on the West Coast that I'm forced to back- track." Another result of the airwaves cam- paign has been the receipt of hundreds of letters from owners of the service stations, auto supply houses, drug stores, sporting goods outlets, indepen- dent distributors, and drug jobbers re- questing franchises. The Wexton Company. New York, is working closely with the merchandis- ing effort. Colorful, sales-inducing, point-of-sale material has been pre- pared and a mat service set up for co- 68 SPONSOR in West Virginia . . your dollar goes farther with "personality More than a million West Virginians, (with a half-billion dollars to spend annually) can hear your sales story when you put this potent pair of "Personality" Stations to work for you. And WKNA and WJLS are yours at a combination rate that about the same as you would pay for any singl comparable station i either locality. Make prove it! 2 O Co o Co 7 4 WKNA WKNA-FM CHARLESTON 950 KC— ABC 5000 W DAY* 1000 W NIGHT WJLS WJLS-FM BECKLEY 560 KC— CBS 1000 W DAY* 500 W NIGHT Joe L Smith, Jr., Incorporated Represented nationally by WEED & CO 8 OCTOBER 1951 69 operative promotions. This material follows the consumer-education theme of the air copy, placing emphasis on the revolutionary scientific principle involved in the lens formula rather than en any style feature. Appointment of sales representatives throughout the country proceeds just as fast as effective consumer advertis- ing is established in each area. Start- ing with one radio station in an area, other stations are added until consum- er demand is stimulated to the point at which mail-order sales can be elimi- nated and normal retail outlets can pick up the ball. Cooperative newspa- per promotions are planned, but radio and TV will continue to be used for the major effort. More than 500 outlets have been signed up throughout the country in less than two months. In New York City alone, better than 300 retailers are now handling the product. It is expected that when the 600 mark is reached in New York, mail-order sales in this market will be discontinued and efforts concentrated on regular retail BMI PROGRAM CLINICS IN YEARS FINAL SERIES And here is the schedule which concludes the BMI Program Clinic calendar of 1951 Mttke Plcuts JVotv to Attend SEVENTEENTH NEW YORK PROGRAM CLINIC Waldorf-Astoria Hotel MONDAY and TUESDAY, OCT. 22nd and 23rd And on Tour HOUSTON, Texas Shamrock Hotel SUNDAY, OCTOBER 28th K.EN Brown, Chairman, Texas Broadcasters Committee & NARTB Directoi OKLAHOMA CITY, Okla. Skirvin Hotel TUESDAY, OCTOBER 30th L. F. Bellatti, President, Oklahoma Broadcasters Association WICHITA, Kans. Broadview Hotel WEDNESDAY, OCTOBER 31 st i. auiio. uiuuuiion siuioi ML.um.uuni, III n l.i dy. President, Kansas Association of Broadcasters SALT LAKE CITY, Utah Utah Hotel FRIDAY, NOVEMBER 2nd ( . Richard Evans, Chairman, I tah-Idaho Broadcasters Committee BILLINGS, Mont, Hotel Northern MONDAY, NOVEMBER 5th Paul M< Vdam, President, Montana Broadcasters Association ABERDEEN, S. D. Alonzo Ward Hotel WEDNESDAY, NOVEMBER 7th R.OBER1 DEAN, President, South Dakota Broadcasters Association MINNEAPOLIS. Minn. Radisson Hotel FRIDAY, NOVEMBER 9th l)\\i <.i\iii\<.. /'resident, Minnesota Broadcasters Association "MOST PROFITABLE DAY EVER SPENT" is the repeated expression of the 2,362 broadcasters who have attended the 28 CLINICS just concluded in 28 states as well as the man) hundreds who have been to the 16 Clinics in New York. outlets. The volume of sales should then be sufficient to support radio pro- motion. Macy's department store has signed up and at least three other department stores in the city will be plugging Ray- ex Nite Glasses within a month. At- tractive first-floor space is being allo- cated to the product and sales clerks are receiving a thorough indoctrina- tion. Thus, Sunware Products have used the airwaves to carry out their three- phase program in record time. The power of the airwaves and the potent selling ability of the human voice have been utilized to win three objectives: (1) Acquaint the public with the prod- uct in order to create a demand; (2) educate and stimulate dealer interest; (3) build up distribution, area by area, until the mail-order operation is com- pletely converted to a retailing bo- nanza. * * * MEN, MONEY, MOTIVES (Continued from page 6) critics, publicly labelled as such, and themselves subject to the responsibility and integrity of their task, would have a clarifying influence unlike the present pressure group axe-grinding criticism which promotes confusion and is, by its very motivation, incapable of in- spiring anything more than resentful defensive measures from the entre- preneurs." * * * It's a long jump indeed from the kind of "serious professional" critic of our 1940 advocacy and Bill Ben- ton's plan to install V.I.P. "part-time amateurs." Excuse it please, we are not sanguine of happy results from a room-full of prestige characters. We would fear their pious codes as much as their steamrollering of pet peeves. They would be very fine persons with- out a doubt, but would they be ade- quately informed and of prolonged diligence in investigation? The individual critic promulgates opinions on first-person responsibil- ity. Assuming a critical intelligence as his first nature-bestowed qualification, and intimate knowledge of program- ing as his stock-in-trade, the critic has a clear-cut function, an expanding au- dience, a power proportionate to his merits as openly demonstrated week in 70 SPONSOR h VAN PATRICK, the Great Lakes Region's most listened-to sportscaster, is sponsored daily by PFEIFFER BREWING COMPANY, makers of Michigan s largest selling beer , Sports fans listen Sports fans buy! . and helps deliver this kind of action! 50,000 WATTS CLEAR CHANNEL WJR Sporfs Director Van Patrick conducts the Great Lakes Region's most listened-to sports shows at 6:30 P.M., Monday through Saturday, sponsored by Pfeiffers, and at 11:15 P.M., Monday through Friday. In addition, Patrick broadcasts the University of Michigan football games for Standard Oil Company to thousands of loyal sports fans in WJR's vast coverage area. Here's another example of a WJR star personality attracting millions of listeners (and potential customers) for the sponsor. Remember . . . first they listen . . . then they buy ! Von Patrick listeners from 31 states and Canada mailed in 3714 requests for copies of "Tiger Facts" in response to only two announcements on his 11:15 P.M. program! FREE SPEECH ^&J MIKE Radio — America,s Greatest Advertising Medium Ri'presrnted \ntli*ttuU\ h\ Kiiirnrtl Pt'try «£• Cumpany 8 OCTOBER 1951 71 Morning Man HOWARD "CACTUS" WILKERSON'S 'RECORD RANCH" 7:15-8:30 A.M. — Mon. Thru Sat. Arkansans like good Western Music . . . and they really go for Howard "Cactus" Wilkerson's morning roundup of tunes, time and temperature before they head for work. (Little Rock city bus line reports peak hours of passenger travel from 7:30 to 8:30 A.M.). Whatever you're selling . . . from .Apples to /Tippers ... let "Cactus" tell 'em and sell 'em! Still some time avail- able . . . but 'twon't last long! Phone, Write or Wire GLENN ROBERTSON, Manager, KV LC , for Details and Availabilities . . . or contact RADIO REPRESENTATIVES, INC. and week out. He is not a critic who hits and runs or hides in a crowd or must defend a point of view because it was resolved by majority vote. * * * Perhaps the dominant doubt with regard to Bill Benton's criticism-by- committee plan is that it seeks to up- grade an art in terms of political pres- sure. The critics on his prospective board would be successful critics only to the degree they "forced" changes. They would, moreover, necessarily be with or against certain Congressmen, and thus up to their necks in Wash- ington log-rolling of which there is already much too much. It is the great obsession of our gen- eration that everybody, including the former owner of an advertising agency, wants every problem, even the admittedly-regrettable absence of pro- gram criticism solved by Government fiat and public tax monej . * * * RADIO COMMERCIALS I Continued from page 52 ) coverage is less than, say, 30% ? Soon- er or later the networks are going to wise up and offer this combination \\1- I \ hookup as a package. \o\\ you have to build it locally or fight them for it — but it could be a worth-while battle! Let's look at radio program costs. Well, a wee bit of negotiation should easily demonstrate that talent prices can be adjusted far below what they were before the sound of the filmed chainbreak and the kinescope wfere heard through the land. Your $6,500 mystery should come in now for $3,750 (or less), suffering no (amazingly) loss whatsoever in acting, scripting, or listenability. How about the unions? Wouldn't it be smart for them to lower their scale rates for radio talent right down the line thereby ensuring their members of more work? I think so. Also, I believe the cost of radio time, both local and network, should drop faster. True there has been some shav- ing, but radio's face could come far cleaner than it has and thus look far more attractive in the long run. I'm sure the station manager's philosophy on this is that every time-reduction in radio serves only to ring the death knell more loudly and have an effect that is antithetical to the one desired. But I think that's a short-sighted view- point. And finally I'd say it becomes an advertiser to take real close scrutiny of Class C radio time when television's competition is lessened, or he might start an every-other-week program which TV has already proved does de- liver audiences as well as program con- tinuity. Or he might consider perhaps a staggered network of Class A in non- TV areas and C in the TV markets. All would help get more people for less radio money which is everybody's goal these days. * * * DAYTIME TV [Continued from page 37) agency-owned package, are not low. At current New York prices, a typical Monday-through-Friday 15-minute se- rial drama as estimated by SPONSOR would cost $8,650 weekly, compared to a radio serial average estimated cost of $3,500. A breakdown of sponsor's figure follows: TV SERIAL DRAMA BREAKDOWN* (Prices are for a New York production) Item Price Camera rehearsal (in stu- $3,(100 weekrj dio) "Dry Run" rehearsal $1,000 weekly Sets, props, and cos- About $1,000 weekly tumes** Writers and scripts Regular talent TV director Production help, miscel- lany Total $500 weekly (or more) About $2,500 weekly $350 weekly (or more) $300 weekly $8,650 weekly •This is not a breakdown of an existing shew. It is a rock-bottom estimate for a show that would be a normal, American story with a small, non- star cast in simple surroundings. "•There might well be an initial, non-recurring (except for maintenance and storage) charge for semi-permanent sets. Pro-rated, it would come out to about the figure here listed. It is of interest to advertisers, par- ticularly those contemplating a TV daytime serial drama, to consider a sort of video "de-centralization" ap- proach. Estimates of the production costs of Colgate's Miss Susan, which is produced in Philadelphia, and Lever's Hawkins Falls, which is done in Chi- cago, show that doing the show "out of town" can save money. In fact. Miss Susans price is said to be about half what it would have cost in New York City, and Hawkins' about a third, due to lower union scales and greater co- operation from the originating outlet. Audience composition: As men- tioned earlier in ibis report, the day- time network TV audience is primarily a female one. although by no means reserved exclusively to the ladies. 12 SPONSOR THE I.IOK4.I A PURCHASE SOOOw 590kc CBS EORGIA MACON WMAZ 10,OOOw 940kc CBS SAVANNAH WTOC 5000 w 1290kc CBS the TRIO offers advertisers at one low cost: • concentrated coverage • merchandising assistance • listener loyalty built by local programming • dealer loyalties ... IN THREE MAJOR MARKETS represented indivulually «nd||THE KATZ AGENCY, NC. as a group by llEW YORK • CHICAGO • DETROIT • ATLANTA . DALLAS • KANSAS CITY • LOS ANGELES • SAN FRANCISCO 15000 WATTS 580 K.C. / \n / Pennsylvania's top quality market And no wonder! For WHP entertains, informs and influences more people in its area than anyone else. WHP's consistently high Hoopers are the envy of broadcasters everywhere, and your best guarantee of the greatest return per radio dollar invested. Represented by The Boiling Company, WHP is the CBS station serving the greater South Central Pennsylvania area day and night, including such markets as Harrisburg, Lancaster. York. Lebanon, etc. Here are some representative audi- ence composition figures on typical daytime TV shows. Compiled by Amer- ican Research Bureau, they should give a potential daytime TV advertiser some indication of what type of audience his program is likely to draw in terms of women, children, and men — and view- ers-per-set : TYPICAL DAYTIME TV AUDIENCE COMPOSITIONS (1950-51) Audience % Viewers Program W i>men Men Chil p. i -i i Kate Smith 48 15 37 2.4 Garry Moore 55 16 1*9 2.2 First 100 Years 55 11 34 2.1 Hawkins Falls* 35 7 58 2.1 Bride & Groom 64 7 29 2.1 Homemaker's Ex :hange 71 8 21 1.9 the key station of the keystone state... Harrisburg, Pa. •Lever's "Hawkins Falls" illustrates the point that time slot still has a lot to do with audience composition. Although the show is a typical soap opera, it comes at an hour (5-5:15, New York) which is usually reserved for the moppet shows. Thus, despite Lever's promotional efforts, the pro- gram draws an audience which is 58% children! Results: Daytime TV is still rela- tively new, and virtually all of its ad- vertisers are heavy spenders in a long list of media. Therefore, finding trace- able results is not the easiest thing in the world. Many advertisers keep their results under tight wraps, since they are occasionally of a startling variety. Here are a few that have passed the "Iron Curtain" of advertising silence. Corn Products Refining, which spon- sored a portion of the Garry Moore Show on CBS-TV, offered a women's blouse in exchange for a Linit box top and a dollar. After only three an- nouncements on the show — which was reaching its audience at a general cost of slightly more than $2.00 per thou- sand— Corn Products received more than $50,000 in cash and 50,000 Linit box tops. Last June, Hudson Pulp & Paper, which has recently upped its radio spending in addition to its TV usage, found how effective daytime network TV could be in a sampling operation. Using its commercials on Bride & Groom, Hudson offered viewers a cou- pon good for each of four different kinds of Hudson Paper Napkins. The coupon was exchangeable at grocers. In a few weeks, Hudson was busy mailing out something like 100.000 coupons — which in turn sampled au- diences with some 400,000 boxes of paper napkins. This represents a suc- cess story for both daytime TV and radio. And it means profit for Hudson in the long run, since the paper firm has admitted on occasion that between 30% and 50$ of such "sampled" housewives remain on as steady cus- tomers. 74 SPONSOR By far the best indication of results, to those who doubt the efficacy of day- time TV, is a look at the list of day- time TV network program advertisers who are lined up for fall, 1951 (on page 34). Nearly a dozen of them are among the top 25 advertisers (in terms of media expenditures) in the country. To them, daytime network TV is no "experiment." It's a solid sales-produc- er— or else they wouldn't be using it. On a strictly dollars-and-cents basis, daytime network TV's average cost-per- thousand figures of about $2.25 com- pare more than favorably with the high-cost nighttime TV shows, and with magazine advertising costs for full-page black and white ads in the leading women's magazines, now top- ping $3.50 per thousand on the aver- age. Conclusion: The facts of daytime TV add up very simply. It is a rapid- ly-growing medium, reaching a basi- cally-female audience at reasonable costs. Daytime TV is filling up quick- ly. It's TV's "Last Frontier." The time to get into it is now. * • * AVAILABLE TRANSCRIBED FOR THE FIRST TIME! RED CHANNELS (Continued from page 29) to the spine." The fact is, from a pub- lic relations point of view, that Gen- eral Foods may have acted ill-advised- ly, but not without forethought. Wheth- er right or wrong (and some company officials now concede it was wrong) it took a certain boldness for General Foods to be the first company to take an official stand on this touchy subject. The other great fallacy is the mis- conception that General Foods acted the way it did because it was deferring to the decree of Red Channels. Actual- ly, the company was violently opposed to the tactics of Red Channels, and still is. An official spokesman for Gen- eral Foods recently told sponsor, "We don't recognize Red Channels in any way. In fact, we think it's a terrible menace. It's an improper attempt to conduct a Kangaroo Court on ques- tions of loyalty." This same official spokesman for General Foods was ready to break his past silence and reconstruct for SPON- SOR exclusively the steps that actually led up to the Muir pronunciamento. "The trouble was," he explained, "that most of the preliminary ruckus began during a week-end (the 27th of Au- GLENN MILLERS MOONLIGHT SERENADE featuring the original Glenn Miller orchestra with Marion Hutton, Ray Eberle and the Modernaires IrllLLER classics, many never before recorded 450 different 15 minute MILLEIt programs the ill I J lilt network name, yours locally Here, indeed, is a rare availability. If comprises fhe priceless library reference records of all broadcasts transcribed by fhe late, great Glenn Miller and his Orchestra. This is Glenn Miller at his finest, Glenn Miller who set a style that is so modern it's the most widely copied band in America today. This is the original Glenn Miller, the same orchestra and vocalists who were such a sensation through three years of coast-to-coasting for one of the nation's leading advertisers. . .with Glenn's own voice introducing many of the selections. Here, indeed, is a great name plus great musical programs that add up to a great sales vehicle. In addition, it's an availability that has "network" written all over it except when it comes to cost so be sure to find out how easy it is to be first with GLENN MILLER'S MOONLIGHT SERENADE SHOW in your locale! WRITE, WIRE OR PHONE TODAY - Hollywood 9-0987 1459 North Seward, Hollywood 28, California 8 OCTOBER 1951 75 gust I. So there was a certain amount of confusion. NBC began receiving phone calls, and so did we. And de- spite what rumor says, there were more than a few. Altogether, we got some 200 phone calls touching on the Muir case. Our public relations department, especially, was flooded with protests, both at the office and at home, from people opposing our use of Jean Muir." \\ ho were these early protesters? "It \\;i^ only afterwards," the spokesman conceded, "that we learned these per- sons were fronts for pressure groups. At the time, though, our chief consid- eration was the fact that they claimed they represented large groups." The complainers consisted largely, he said, of persons maintaining they represented the membership of Ameri- can Legion and Veterans of the For- eign Wars Posts. Especially articulate at the time was the so-called Joint Com- mittee Against Communism. It was headed by Rabbi Benjamin Schultz. who was compelled to resign as rabbi of Temple Emanuel in Yonkers, N. Y., in the spring of 1947. (His congrega- tion had objected to his series of arti- cles in the New York World-Telegram. WDBJ FOR ROANOKE AND SOUTHWEST VIRGINIA 1 The million people in WDBJ's coverage area will earn nearly a billion dollars this year. Here's WDBJ's family cover- age, according to the 1949 BMB: Day — 110,590 families in 36 counties Night — 85,830 families in 31 counties and 3 to 7 days weekly Day — 90,320 families Night — 66, 230 families AND in Metropolitan Roanoke WDBJ's average share-of-audience is from 50.8 to 74.4 percent of total sets in use from 8:00 A. M., to 10:00 P. M. (C. E. Hooper — 23,191 coincidental calls Dec. 1950 through Feb. 1951.) For further information: Write WDBJ or Ask FREE & PETERS! WDBJ Established 1924 CBS Since 1929 AM — 5000 WATTS — 960 Kc. FM — 41,000 WATTS — 94.9 Mc. SOUTHWEST VIRGINIA'S Pi*«ee* RADIO STATION in which he charged Communism was rife in America's churches and syna- gogues.) "The complaints that Miss Muir's name was listed in Red Channels," the General Foods spokesman continued, "had nothing to do with our subse- quent action. In fact, we hadn't even heard of Red Channels. We had to send out to get a copy, so we could see what the hell the thing was. Even then, it was none of our business trying to judge whether or not she had belonged to the eight organizations listed in Red Channels. "What concerned us was the fact that she had apparently become a con- troversial personality, whose presence seemed to alienate the goodwill of many people. If she had been a vege- tarian, whose presence on the show alienated the goodwill of a great many meat-eaters, our attitude probably would have been the same. Using her would have been akin to sending out a poor salesman in an area where the salesman was disliked. "The decision to release Miss Muir and pay her off over $10,000 for her 18 weeks of contractual commitment was not made hastily. It was taken up by General Foods' executive board. Right up to Clarence Francis, chairman of the board. Our decision followed the seeming logic of our already estab- lished policy that 'the discussion of controversial subjects in our advertis- ing may provoke unfavorable criticism, and even antagonism, among sizable groups of consumers.' "We had two of our own precedents to follow. In the past, when Kate Smith once said on a show that 'all mediums and spiritualists are fakes', we had re- ceived many protests from people be- lieving in that form of religion. We told Kate to stop it. and she did. When Jack Benny once got into trouble by not pa vino; duty on goods he brought in through Customs, his utterances be- came a controversial topic. Hut he, too. cleared himself." The spokesman added that General Foods did not anticipate a great furore, because it already had the precedent of other "controversial personalities" qui- cll\ dropped from shows, without a hue and cry raised by the public. (Wil- liam Sweets, ex-director of radio's Gangbusters and Counter Spy. and Frederic March and Florence Eldridge, released from U. S. Steel's Theatre Guild on the Air, because of their list- ings in Red Channels.) 76 SPONSOR What then happened, the company found, is that there is indeed a vital difference between privately expunging a "controversial subject" like Kate Smith's attack on mediums, and public- ly purging a "controversial personal- ity" from the air. One is abstract; the other is flesh-and-blood, and therefore more conducive to arousing human sympathies and passions. In the words of the spokesman. "All hell seemed to break loose. When the newspapers be- gan siding against us editorially, I got a telephone call from Mr. Theodore Kirkpatrick, one of the publishers of Red Channels. He said. 'I can offer General Foods additional data on the background of Jean Muir. . . .' I didn't even let him try to sell us on having his organization screen all of our show talent. I said. 'Mr. Kirkpatrick, you've already done too much for us. Good- bye!' And I hung up on him. And the telephone calls, the visitors to our office, the letters, began flowing in." A close examination of the after-ef- fects of the Muir case today, however, reveals that the actual influence of Red Channels and its adherents, in terms of stirring up general consumer reaction against General Foods, was virtually negligible. In other words, the pres- sure groups exerted more bluster than genuine action. The General Foods spokesman summed it up for SPONSOR this way: "A tally of the total letters we re- ceived shows that 3.300 were against the firing of 'untried persons,' and 2,- 065 were against the rehiring of Jean Muir. Pressure groups stimulated let- ter-writers on both sides. But of the letters written independent of pressure group stimulus, three to one were against our firing of Jean Muir. It's our estimation now that 80% of the letters written complaining of Jean Muir were a result of articles written in two New York City religious pub- lications. "In October, when the Muir hysteria seemed greatest." the General Foods spokesman continued, "we had the Opinion Research Corp. of Princeton, N. J., take a nation-wide Gallup Poll for us on the Muir affair. The results were reassuring. Less than 40% had even heard of the Muir affair. And of those that had, less than 3% could relate the name of General Foods or the product involved, Jell-O, with the name of Muir! They tied up the name of Muir hazily with General Mills, even the Bell Telephone Company. To check DO YOU WANT 90,581 (OR 58,560) TV HOMES IN WESTERN MICHIGAN AND NORTHERN INDIANA? There are two television stations serving the 24-county area of Western Michigan and Northern Indiana; WKZO-TV, Channel 3 and Station "B." The respective transmitters are located 25 miles apart. There is an approximate coverage duplication of 40% in the high intensity area. When two stations serve substantially the same area, it be- comes important to determine who covers what, and how much. Under these circumstances, the .1 MV contour meth- od is an outmoded device. Most people in the business agree that BMB developed the only sal is factory yardstick to deter- mine circulation in radio. That method, we believe, is the only solution to audience measurement in TV. During May and June, Jay & Graham Research, Inc. con- ducted a Videodex diary study using the BMB method cover- ing television homes in 18 Western Michigan and 6 Northern Indiana counties. Fifty or more diaries were tabulated in every county except one; one hundred and twenty-five were distributed in Kent County (Grand Rapids). The result was smashing proof of the WKZO-TV audience area showing all counties wherein 15% or more television families view WKZO-TV at least 6 nighttime hours a week — 90,581 TV families in the 24-county area view WKZO-TV; 58,560 families view Station "B." Tints WKZO-TV delivers 32,021, or 54.7%, more Western Michigan and Northern Indiana television homes than Station "Z?".f This Videodex Survey, using the time-tested BMB technique, is a must for anyone interested in television. Write direct or ask Avery-Knodel for your free copy, today! FETZER BROADCASTING COMPANY Avery-Knodel, Inc., Exclusive National Representatives 8 OCTOBER 1951 77 - 2 - n a © si 85 rH 0. « >'fr (8 i/i — a x 2C ~* y cbco 5 -Jo - W to BS _ 4 -a . "■ "o W * 1 ='^ | W 0 v 2 © o .2 - C5 s 2 » up further, we telephoned several Gen- eral Foods sales offices in other cities, like Chicago. We asked, 'How has the Muir publicity affected our sales?' The answer invariably was, 'Muir? Who's Muir?' In short, the seeming furore about the Muir case had been largely restricted to the Eastern states, and the hysteria largely centered in pressure group fronts." Although General Foods had not in- tended it so, its action in purging Jean Muir established two dangerous prece- dents for other sponsors. One was that of banning an accused performer from a show without first consulting the per- former personally in order to verify the validity of the accusations. The '^Americans, generally, are the most complacent of the peoples of the world . . . who think they are sitting pretty on its top. The plain fact is that no one in America is sitting pretty . . . nor ever will again, with inflation lurking in each price and wage advance." FAIRFAX M. CONE Board chairman. The Advertising Council • ••••••• spokesman for < leneral roods now con- cedes, "We did call in Jean Muir, but only to explain to her our dilemma. We didn't inquire whether or not the charges were true, because we felt it wasn't in our domain to sit in judg- ment on her political affiliations. " However, Jean Muir's husband. Hen- ry Jaffe, attorney for the American Federation of Radio Artists, now in- sists General Foods didn't even con- sult her to explain the company's po- sition. "General Foods was very dere- lict in not consulting her." Jaffe told SPONSOR. "We had to find out about her being fired by accident. The com- pany wouldn't even receive our tele- phone calls. It was only after the de- cision was made that we got to see I hem. I feel now. though, that the com- pany is sorry about the way it acted. That if il happened again, it would try- to get both sides of the case. Jean her- self, who has publicly said she is no Communist, is terribly upset. Since all the publicity, she hasn't worked on ra- dio or TV. She's stayed home and de- voted herself to our three children." The second dangerous precedent es- tablished by General Foods was that of seeming to give credence to the au- thority of Red Channels. Obscured by all the hullaballoo was the fact that General Foods actually scorned the mantle of power assumed by Red Channels: that it acted as it did only because it was fearful of the threat of boycott from what turned out to be impotent front men for pressure groups. The net result was that the question of whether or not a perform- er was a tried-and-proved Communist became unimportant in the minds of many other advertisers and ad agen- cies. What did become important was the very fact that an accusation had been made. The performer listed — falsely or not — in Red Channels be- came, perforce, anathema as a poten- tial talent employee. Even General Foods itself was to fall into the trap it had unintentionally set of seeming to give Red Channels au- thority as an industry Star Chamber. After the Muir affair, its product, San- ka Coffee, suddenly dropped sponsor- ship of the CBS-TV show. The Cold- bergs. Its official reason was that it was "dissatisfied with the show's rat- London Specialties Co. reported that it sold 10,500 of a labor-saving aid for sewing machines within 2 weeks after it first offered them (at $1.00 each) in a campaign on the Chicago edition of THE HOUSEWIVES' PROTECTIVE LEAGUE Most sales-effective participating program . . . anywhere! SPONSOR ing." However, in light of the fact that it had been sponsoring the show for a year, and in light of the pro- gram's reputation as an established au- dience-puller, trade circles felt the real reason lay elsewhere. It was felt that the sponsor's defection was based on the appearance in the show of Philip Loeb. The Goldbergs' "Jake," who has 17 listing against his name in Red Channels. General Foods will not sanc- tion this explanation, but its spokesman does concede, "We got 1,197 letters protesting against our keeping Loeb, and 14 against our letting him go." Loeb, who has a run-of-the-play con- tract with Mrs. Gertrude Berg, told sponsor: "Since Sanka's cancellation, there have been no lines of sponsors queuing up in front of my door. I was not consulted before the show was dropped, even though the sponsor knew I had officially stated I am not and never have been a member of the Com- munist Party. No, I have not dignified the Red Channels people by giving them a personal statement; it would be like letting that organization re- port, 'Mr. So-and-so says he is not a thief.' NBC-TV has picked up The Goldbergs, and I am hopefully sure that Mrs. Berg will fulfill her contract with me." The list of radio and TV artists who have suffered merely as a result of their names being listed in Red Chan- nels or Counterattack reads like some roll-call of show business. Typical per- haps are The Weavers, the balladeers famous for "Good Night Irene," "The Roving Kind" and "On Top of Old Smoky." According to their manager, Pete Cameron, the quartet were to sign a contract on a Friday with Calkins & Holden, Carlock. McClinton & Smith to appear on the Stokely-Van Camp NBC- TV program, The John Conte Little Show. On the Thursday before, though, Counterattack came out with a listing, and the sponsor bowed out. "Since then," says Cameron, "the own- ers of theatres and night clubs at which the Weavers have engagements are sent copies of Counterattack. The anony- mous Ku Klux Klanner at work just has the Weavers' names circled in ink. That's all — a hidden threat." ( Robert Robb, public relations direc- tor for Calkins & Holden. Carlock, Mc- Clinton & Smith, says: "Yes, we did receive a copy of Counterattack listing the Weavers while we were dickering for a contract. To protect our client, we asked the Weavers to see us in or- The MIGHTY MONTGOMERY MARKE 95TH MARKET IN THE U.S. • Mighty Montgomery is the hub of one of the nation's top agri- cultural and indus- trial markets. < GIANT AIRFORCE MILITARY BASE • Mighty Montgomery home of Maxwell Field, one of the largest Air Force cen- ters in the entire na- tion. OVER 600,000 IN TRADING AREA • Mighty Montgomery dominates the rich surrounding trade area of 1 1 progres- sive and expanding counties. $134,000,000 CITY RETAIL SALES • Mighty Montgomery had 1950 city retail sales alone that were $5,000,000 above those of the previous year. CAPITOL OF ALABAMA Mighty Montgomery is a focal point of in- dustrial development both in Alabama and in the new South. Wn'fe, Wire or Phone for Ava//ab/7i'fies.' MUTUAL WJJJ Represented by Weed & Co. ABC WAPX Represented by The Walker Co. MONTGOMERY NETWORK NBC WSFA Represented by Headley-Reed Co. STATIONS ASSOCIATION CBS wcov Represented by The Taylor Co. 8 OCTOBER 1951 79 der to discuss the allegations. The Weavers never showed up. " i Among others who've suffered (their cases will be detailed elsewhere in this series) are Burl Ives, Ireene Wicker, "The Singing Lady." John Garfield. Abe Burrows, Judy Holliday, Josh W hite. at least six writers known by the Radio Writers Guild, and many others in the radio and TV direction and production field. It must be said, however, that not all attempts to oust a performer be- cause of a Red Channels listing have succeeded. The most recent case is, of course, that of Lena II tune, who was scheduled to appear 9 September on Ed Sullivan's Toast of the Town, spon- sored by the Lincoln-Mercury Dealers I via Kenyon & Eckhardt) . Pressure group hysteria designed to oust the singer, because of her 11 list- in-- in Red Channels, was fomented by Jack O'Brian. radio and TV col- umnist for the Hearst newspaper, the New York Journal-American. The at- tack was similar to that of January, 1950. when a Hearst campaign report- ed I \ persuaded CBS to remove from a kinescope of Sullivan's show a dance sequence featuring Paul Draper, also listed in Red Channels. At that time, Sullivan said: "I am sorry if some peo- ple were offended by the appearance of a performer whose political beliefs are a matter of public controversy." When Miss Home was hired to per- form on the Sullivan show honoring Oscar Hammerstein II, the Journal- American renewed the pressure in what seems to have been a consistent cam- paign against CBS. O'Brian wrote: "Cigarette advertising, in all its varied, ingenious and original gambits, is part of the free enterprise system. Cigarette buying would be a lot less fun if tobac- co firms eventually (as the FTC appar- ently would like to see) are reduced to saying nothing except 'Smoke (Our Brand) Cigarettes' in their appeals to the public." COLUMBUS DISPATCH Editorial ******** "It was no secret along radio and TV row today that the sponsor and the advertising agency were considerably perturbed about what was believed would be certain public resentment, and anxious to correct the latest dis- play of Sullivan's booking genius. That it might take on the proportions of the Paul Draper controversy . . . was Get facts" from KTBS about... OVERAGE UDIENCE >l< \V rite for details why your advertising gets all three extra benefits at only 2/3 the cosl ... in this rich tri-state oil and gas capital of Northern Louisiana, Eastern fexas and Southern Arkansas! KTBS SHREVEPORT ERCHANDISING . . . at 2/3 the cost! 10,000 WATTS-DAY 5,000 WATTS NIGHT 710 KILOCYCLES NBC Natl. Representative: Edward Petry & Co., Inc. 80 deemed almost a certainty. . . . Amaz- ing;, isn't it. that so many of these pink teas seem to 'just happen" to the Co- lumbia Broadcasting System?" What then happened was described to sponsor exclusively by Janet Gari. as- sistant to Harry Dunn, executive secre- tary of the American Guild of Varietj Artists: "They tried to remove Lena Home and substitute Carol Bruce. But AGVA stood up for the rights of Miss Home, and stipulated that if she were removed from the show, we would also remove the other performers. As a re- sult. Miss Home was permitted to per- form. Our stand was that there was no proof Miss Home was a Communist. Because of the dubious hear-say of a booklet called Red Channels, an at- tempt was being made to take away the livelihood of a talented artist." This was confirmed by Ralph Harris, personal manager for Lena Home. "I don't know precisely whether it was the sponsor or the network," he told spon- sor, "but certainly the order did come down to try to remove Lena from the show. AGVA. with the power of the Theatre Authority behind it, did the right thing. If more guilds took a more courageous stand against the unproved accusations of Red Channels, this threat to the whole of show business would be wiped out. Lena has worked for countless charity and patriotic or- ganizations; it's a shame that an un- authorized 'jury' like Red Channels has acquired so much recognition that it can malign her reputation." Hal Davis, vice president and public relations director for Kenyon & Eck- hardt. would "not comment" on the Journal-American diatribe, nor would he "confirm or deny" that the sponsor had attempted to purge Miss Home from the show. Virtually the same attitude was tak- en by Morris Shrier, attorney for Mu- sic Corporation of America, the talent agency that handles Miss Home. "Lincoln-Mercury permitted her to ap- pear on the show, didn't they?" he told sponsor. "That's what matters — not what any pressure group tried to do. The less said about it. the better." Hubbell Robinson. CBS vice presi- dent in charge of TV programs, how- ever, issued a forceful rejoinder to the Journal-American imputations against the network: "The Columbia Broadcasting Sys- tem wishes to point out that Miss Lena Home has appeared recently as NBC's SPONSOR master of ceremonies on the NBC Show of Shows; has appeared on NBC's Colgate Comedy Hour with Ed- die Cantor: previously appeared in Jul) on Toast of the Town; and has appeared on many other TV and radio programs on other networks without comment from the press. Ed Sullivan's record over the years as a vigorous fighter of Communism, subversives, and all un-American activities is too well known to require further elabora- tion by CBS." Without doubt, the boldest stand against anti-Red pressure group hys- teria has been taken by Robert E. Kint- ner. president of ABC. When ABC had scheduled Gypsy Rose Lee to act as mistress of ceremonies of a radio psy- chology forum, What Makes You Tick?, the Illinois Department of the American Legion threatened a boycott because of Miss Lee's four listings in Red Channels. Miss Lee, through her lawyer, signed an affidavit denying her alleged Communist ties, and Kintner briskly told the Legion officials, "If > ou have any evidence to the contrary, please advise me." The Legion officials promptly backed down, having no "ev- idence" but Red Channels imputations. As a result, in April this year, Kint- ner and ABC won a highly regarded Peabody Award citation "for their courageous stand in resisting organized pressure, and for their reaffirmation of basic American principles." What's more, Kintner also won overwhelming approval from the press. Said the conservative and fervently anti-Communist Pittsfield. Mass., Berk- shire Eagle: "In hailing Mr. Kintner's action, we are in entire agreement with the AFL theatrical union which declares that the 'irresponsible smearing of actors is becoming alarmingly dangerous.' The danger is not confined to actors. The whole business of bringing unsupport- ed charges against people in the public eye of any profession, and demanding that they be jailed, fired, or disgraced, on the undocumented charges of any Tom. Dick, or Harrv with a McCarthy complex, is thoroughly sinister. It is urgently necessary that the principle be affirmed that the accuser of anyone as a Communist, traitor, or spy. be re- quired to supply something in the way of evidence beyond the listing of this accusation in Red Channels or a soap- box accusation by any publicity-seek- er." • • • (Continued next issue) round up sales for your brand ! "Western Roundup" weekly mail count now over 1,000 Every weekday afternoon from 4:30 to 6:00 youngsters gather round the Chuck Wagon for a fast-moving visit to the Old West. The Wrangler and Blackie keep the youngsters fascinated with their western lore, cowboy rope tricks and stories highlighted with the drawing of exclusive personal brands for youngsters who have completed "achievement" cards. Join this exciting live wrap-around western film fare. The whole gang will round up sales for your brands with a "whoop" and a "holler." What the Wrangler says goes! For your brand and complete details on this unique WBNS- TV participation show, see Blair TV or write direct. uibns-tv COLUMBUS, OHIO CHANNEL 10 CBS-TV Network. Affiliated with Columbus Dispatch and WBNS-AM. General Sales Office: 33 North rKgh Street 8 OCTOBER 1951 81 Markets Grow Fast, too Norfolk Metropolitan Sales Area Population Increases 60% Since 1940 When you consider your markets for fall advertising the Norfolk, Portsmouth, Newport News Metropolitan Sales Area is a must for any list. WTAR, WTAR-TV, or both will bring your message to every home in the area. Population Is up 60% since 1940*, making this the fastest grow. ing market in the top 30 of the U. S. In fact, it is now 29th in the Nation in population. In Norfolk-Portsmouth total retail sales are up.8.2%, food sales up 4.5%, furniture, household, radio sales UP '9.2%, automotive sales up 44.2%. In Newport News, total sales are up 14.1%, food sales up 5.5%. furniture, household, radio sales up 20.0%, automotive sales up 66.1%.** Check any Hooper and you'll see that WTAR is the preferred station in Norfolk, Portsmouth, and Newport News. In fact, WTAR delivers more listeners per dollar than any other station or combina- tion. Ask your Petry man for availabilities to cash in on this growing market. NBC Affiliate 5,000 waits Day & Night Nationally Represented by EDWARD PETRY & CO., Inc. ♦"The 162 Cream Markets"— J. Walter Thomp. son, Co. **Sales Management, September I, 1951 AUTO-LITE I Continued from page 41 ) consisted of dramas written by the script experimenter. Arch Oboler, in which Colman co-starred with Holly- wood female lovelies, like Greer Gar- son, Irene Dunne, Janet Blair, and Ginger Rogers. A neat gimmick in- cluded a two-way conversation which Colman held with some GI overseas. The soldier's parents and relatives were tipped off well in advance, and the homey recorded interview on the air stimulated high human interest. In 1945, with World War II draw- ing to a close, Auto-Lite dropped Everything for the Boys, and picked up another big-name program. This one was the CBS Dick Haymes Show, featuring the singing bull-moose bari- tone. Four Hits and a Miss, Gordon Jenkins' Orchestra, and a stable of guest Hollywood stars. Except for a brief sponsorship of the CBS comedy program. Lawyer Tucker, in 1947, Auto-Lite continued to bankroll the Dick Haymes Show faithfully, until it cancelled out in 1948. It was then that Auto-Lite saw poten- tialities in the radio chiller. In July 1948, the company began its long ro- mance with radio Suspense, and in March 1949, still enamored with the marvels of crime fiction, it started sponsoring TV Suspense. The reason for Auto-Lite's devotion to the air spine-tinglers is not hard to unravel. Account Executive Murray- explains: "The Suspense shows give us high popularity at an extremely low cost-per-thousand homes. Their rat- ings have been quite satisfactory. Both are usually among the top 15. Radio Suspense, which we shifted from the CBS Thursday mystery line-up to Mon- days at 8 p.m. before Arthur Godfrey's Talent Scouts got us a 14 or 15 rat- ing, and sometimes a 19 or 20. TV Suspense, which has the 9:30 p.m. spot on Tuesdays, nabs a 25 rating, and sometimes as high as 38. We know people listen to Suspense, because after one thriller, called 'The Creeper,' the payoff line was obscure. As a re- sult, we were deluged with 2,400 phone tails from listeners anxious to know exa< -tl\ whal bad been the punch-line." And Account Executive Gilday adds: "The shows also provide the kind of audience we want — primarily men, who look after the famih car." 82 SPONSOR Although the two Suspense shows are not a simulcast, and have different casts, directors, and usually different themes, they do adhere to a couple of the same principles: (1) Both use a lot of Hollywood big-name stars, and (2) both depend on an eerie psycho- logical twist to get chills rather than Grand Guignol blood and guts. Because several Hollywood studios have issued a blanket fiat forbidding their stars to appear on TV, radio Suspense gets the cream of the movie- land celebrities. Indeed, some rather startling names have appeared on the radio show, among them Ezio Pinza, Bob Hope, Mickey Rooney, Milton Berle, Gregory Peck, and Joan Craw- ford. Even if they are comedians by profession, the guest stars usually play their roles straight. Jack Benny, for example, toned down the broad humor of his radio personality to play a Sus- pense piano tuner, who tracks down the murdered because of his ability to recognize the "ping" of a hurled dag- ger. In "Back Seat Driver," Fibber McGee and Molly played a frightened couple who stepped into their auto af- ter seeing a movie to find a murderer in their back seat. The couple, how- ever, persuaded the assassin that people will get suspicious unless they follow their usual evening habits — of stopping into a certain restaurant for some pizza pie, getting gas at a special service sta- tion, and so on. At each of these places, though, the couple alter their normal conduct in some way, and so by the time they reach home with the mur- derer, the cops are waiting on the back porch. On TV Suspense, some of the big- gest name actors available for the me- dium are used — like Jackie Cooper, Franchot Tone, Mildred Natwick, Bela Lugosi, Red Buttons, and Walter Sle- zak. On those few occasions when a radio Suspense script is adapted for TV Suspense, the stars are switched. Recently, to take but one example. Charles Laughton played the role of an aging, maniacal physician addicted to putting laudanum in the wine of young beauties; this was in a radio Suspense script called "Neil Cream, Doctor of Poison." For TV, the title was changed to "Dr. Anonymous." scenery was substituted for the verbal- ly imaginative picture painted in the radio version, and Walter Slezak be- came the distardly physician with an itch for murder. To an ad man who may have acquired the wrong impression from a casual reading of the Official Soviet Encyclopedia (Vols. A to A) If you're wondering how the hell we can segue into our WMTsong from that, don't forget this: In Rus- sian, Iowa comes under "A" — which is perfectly okay with us. It's the following stuff in the new Soviet Encyclopedia (excerpted above from the New York Times) which makes us reach for the mono-sodium glutamate. "Iowa. State in the Middle West of the United States." So far Mr. Dzugashvili is telling the pravda; we're as middle U. S. west as you can get. "Large capitalist farms provide the basic production." Hmmmmm, right as far as it goes. But, of Iowa's $4 billion annual income, half comes from industry. We got balance, which is more than we can say for some people. "All farmers are in great debt to the banks, and the farmers' debts, even in the case of full owners, are more than 50% of the value of the farms." Why, those j-rks! Black is white and white is Red and we'll eat Vols. A to A in the Politburo's window if that figure is more than 7%. Our poor banker-ridden farmers gross $768 a month from the average 160- acre farm. (Iowa land, part of the Louisiana Pur- chase, cost the U. S. 4c an acre. The land was purchased, not liberated.) Furthermore, our poor capitalist farmers have electricity (over 95%), trac- tors (1.1 per farm), and telephones (over 90 '/{ ), all, of course, invented by Russians. 97% of Iowans have radios, made with tuning dials instead of the 1-station Soviet style. They have a constitutional right to not listen to WMT, which few exercise. 5000 WATTS 600 KC REPRESENTED NATIONALLY BY THE KATZ AGENCY BASIC CBS RADIO NETWORK 8 OCTOBER 1951 83 A METHOD OF EVALUATING BMB FIGURES THAT IS UNIFORMLY FAIR TO ALL STATIONS There is a growing realization throughout the industry that current methods of interpreting BMB figures are unfair to many radio stations. Time buyers who use BMB figures for their primary purpose— evaluation of physical coverage- can only get a true picture, if their method of evaluation eliminates the popularity factor. Popularity can and should be measured by other means (Hooper, Nielson, Pulse, etc.) This organization now makes available a method of using BMB maps and figures which provides a uniform, accurate and clean-cut measurement of station coverage— not popularity! May we explain and demonstrate its soundness and value to you Mr. Time Buyer? t^fcta^rv C/tHwus Mnc. RADIO STATION REPRESENTATIVE 22 EAST 40lh STREET * NEW YORK 16, N. Y. CHICAGO NPW YORK • ST. IOUIS • IOS ANGEIES • SAN FRANCISCO Both Elliott Lewis, producer-direc- tor of the radio version, and Robert Stevens, producer-director of the TV version, try to avoid those oldtime air thrillers in which the sound effects man was busy as the devil continuously cleaving cabbages with a meat chopper in order to feign the sound of corpses being decapitated. Generally, an at- tempt is made to keep the murder clean — a neat dose of poison, yes; a tidy bit of garrotting, perhaps; but not an excessive and messy siege of pig-stick- ing and bang-banging. Account Executive Murray lists the Suspense taboos this way : "Stay away from auto accidents. Always make sure the villainous criminal gets his just desserts. Don't make the sex or gore excessive. If it's a lady assassin, keep her unmarried. And if it's a narcotics • ••••••• "Advertising doesn't jerk. It pulls. But if stuck to, it will exert an irresistible force. Advertising is no game for quitters." JOHN WANAMAKER President, Wanamaker's, N. Y. • ••••••* case, don't show the kiddie listeners either how the stuff is administered or a victim enjoying his opium session." Unlike some other air mysteries, the Suspense shows don't depend on a small clique of writers to turn out the scripts. The services of a vast variety of free-lancers are used, thus providing greater freedom of selection. Usually, the writers turn in a synopsis, and Ac- count Supervisor Tom Maloney, and Account Executives Gilday and Mur- ray, spend hours hashing over the plot and denouement with the writer and producer. Sometimes, too, supervisor Tom Maloney will spot a newspaper clipping and have a writer develop a plot from that. "Even though they're network packages, we believe in still playing an active role." says Murray. An equally painstaking amount of time is devoted to the commercials. Both shows employ humor in their commercial messages — and for a good reason. "In the early clays of Sus- pense," says Gilday, "CBS frowned upon our light approach in our com- mercials. The network felt we should sustain the ominous mood established in the show. Our contention, though. N that the ver\ change of pace shocks (lie audience to attention. Audience studies we've since taken show our the- ou with his nimble nemesis of nefarious spark plugs, the Auto-Lite Plug Check Indi- cator? OSCAR: Yessir, Harlow, and it showed that my plugs were wrong for my engine's heat range. WILCOX: So he replaced those many malingering misfits with the 1% ^ «*«***** *^\0H FROM WVET AD SPONSOR, AUG. 8 WVET . . . has more local accounts THAN ALL THE OTHER 5 Rochester, N. Y. stations put together. 5000 WATTS IN ROCHESTER. N. Y Represented Nationally by THE BOLLING COMPANY 84 SPONSOR matchless magic manifested by the multiple magnificence of Ignition En- gineered Auto-Lite Spark Plugs, eh, Oscar? . . . For TV Suspense, the opening com- mercial always leads off with a parade of marching Auto-Lite products, a de- vice which the sponsor introduced co- incidentallv with Lucky Strike's march- ing cigarettes. The middle commercial has emerged into a tricky format, half live, half cartoon. It begins with a humorous cliff-hanger cartoon, in which, say, an absent-minded profes- sor, late for his 8:00 a.m. lecture, dives into his auto, only to find it stalled because of battery trouble. At this point, the announcer, Rex Marshall, steps in to explain, by visual use of films, the miraculous workings of Auto-Lite Sta-Ful Batteries. ("You, see, an ordinary battery holds only this much extra water, while the Auto-Lite Sta-Ful Battery, with that extra space, holds over three times the liquid re- serve of ordinary batteries.") After Marshall's spiel details the various sales points, for light relief there is a flash back to the professor. His car now stoked with Auto-Lite Batteries, he virtually zooms to his class room — so quickly, in fact, that he is seen blandly lecturing to his students in a pair of shorts, his pants having been forgotten in the rush. Auto-Lite is a devout advocate of point-of-sale merchandising. Conse- quently, in a typical year, it will dis- tribute over 1.250,000 window posters, cards, and leaflets, many of them pro- moting the Suspense shows to its deal- ers. Its most recent and smartest pro- motional gimmick is the adoption of Western Union Telegraph Company's "Operator 25" Service on a nation- wide basis. This device — a co-opera- tive plan developed by the Distribution Council of the Association of National Advertisers — in effect localizes national advertising. Henceforth, anyone wish- ing to purchase an Auto-Lite product only has to phone the local Western Union office and ask for Operator 25. The operator then gives the caller the names of the nearest dealers carrying the desired product. Auto-Lite is now promoting this ser- vice via its commercials on the two Suspense shows, and its advertising in 38 Sunday roto sections; roto sections in other weekly newspapers; 1.908 weekly newspapers; 16 automobile magazines; seven fleet transport and 8 OCTOBER 1951 ONLY ONE STATION A COVERS The SEVENTEENTH STATE* 22 cities 428 towns *a compact market of 54 counties in Eastern New York and Western New England whose population exceeds that of 32 states- 54 counties 2,980,100 citizens 840,040 radio families only NBC station more people than 32 states • more goods purchased than 34 states • more spendable income than 36 states ^W ll I THE CAPITAL OF THE 17TH STATE A GENERAL ELECTRIC STATION REPRESENTED NATIONALLY BY NBC SPOT SALES 85 NORTH CAROLINA IS THE SOUTH'S No. 1 STATE AND NORTH CAROLINA'S Noil) SALESMAN NBC WPTF II UW • ALSO WPTF-FM • North Carolina Rates More Firsts In Sales Management Survey Than Any Other Southern State. More North Carolinians Listen to WPTF Than to Any Other Station 50,000 WATTS 680 kc. AFFILIATE for RALEIGH, DURHAM and Eastern North Carolina NATIONAL REPRESENTATIVE FREE & PETERS, Inc. ABC 5000 watts In TOPEKA Your Customers LOOK TO WREN For Better Radio Entertainment WREN 1250 kc Weed & Company, National Representatives three marine papers; six general mag- azines. During the Suspense commer- cials, listeners hear the voice of the Western Union operator herself urging: "Call me. Operator 25. Without ob- ligation, I'll tell you where you can get an Auto-Lite Sta-Ful Battery. That's Western Union, Operator 25, and re- member . . . AN NCR: You're always right with Auto-Lite. In Toledo, a top-ranking executive of Auto-Lite describes Operator 25 service admiringly as "the latest ma- jor step we have taken to help our dealers increase sales. We have added this service after careful tests in met- ropolitan New York and Chicago areas." Auto-Lite's ad agency personnel are outspoken in their belief that radio and TV are necessary complimentary media, and not rivals. As Account Ex- ecutive Gilday says: "In the future, we believe that Auto-Lite will continue to maintain its position in both radio and TV. Certainly, it's doubtful whether it will drop one Suspense show at the ex- pense of maintaining the other. TV, despite its strong impact, still can't cov- er the entire market. Radio is still of major importance for a sponsor seek- ing to reach all of its dealers, distrib- utors, and, of course, the national au- dience." From all indications, Auto-Lite will continue to juggle its two air thrillers as long as audiences continue to hun- ger for mayhem, murder and mystery. • • • 86 TAPE RECORDER (Continued from page 33) els were used for spying by Germany's Gestapo during the 1930*s. The grand- parents of today's American machines were put to work during the war to train troops by bringing them authen- tic battle noises. But, to sponsors and agency men, what's being done with tape recorders in this post-war-cum-pre-war era is equally exciting. Take the cost cutting that's been accomplished on dramatic shows as a prime believe-it-or-not ex- ample. The startling fact of the matter is that with tape the same half-hour pro- gram which cost $10-12.000 three years ago can be brought in for $3,500-$4.000. That includes a top star. You might wonder why tape can SPONSOR cut costs so sharply. After all, it's just another method of recording sound — and recording itself is hardly new. But the economy comes in through savings in time. Hy Brown, an inde- pendent producer who uses tape ex- tensively, told sponsor about a typi- cal case: ''I went to Rex Harrison, who was then starring on Broadway in Bell. Book & Candle, and signed him up to do 26 half-hour dramatic programs. They were called The Private Files of Rex Saunders (CBS) and we taped them all in only six weeks — while Har- rison continued his eight weekly per- formances in the theatre." The advantages to both producer and actor are apparent. In six weeks the actor turns out and gets paid for 26 weeks of programs. He doesn't have to do the work at any special time, thereby interfering with movie •schedules, personal appearance tours, vacation trips. The producer gets a complete series put on ice all at once. He can offer less than the usual live program fee because tape doesn't re- quire as much rehearsal time, and its added convenience is worth real money to busy actors. Here's how tape cuts costs during actual production. Says Hy Brown: "'It is just incredible. You can cut, prune, juxtaposition; and the quality is superb. When an actor makes a fluff he stops right there and reads back the sentence. A snip in the editing room later removes the fluffed sentence as though it had never happened. Actu- ally there are very few fluffs once the actor gets used to tape. He's much more relaxed than he would be in a live performance, because he knows that any mistakes are easily edited out." News broadcasts, currently one of the best buys on radio, have in many cases become entirely a magnetic tape operation. Each of the major nets has at least one regular series of news programs which weave recorded inter- views in with the day's events. Instead of reading off what a Senator said that morning in Washington, for ex- ample, the newscaster merely leads up to a recorded interview with the Sena- tor which has been edited down to manageable length. The news operation at Mutual Broadcasting System is typical. Every weekday at 4:00 p.m. Mutual's closed circuit is turned over to the newsroom His ear is to the ground "Legwork" takes many forms in establishing the facts for a Fulton Lewis, Jr. news story. He keeps his ear to the ground — and the phones — to fit the pieces into an informed commentary. As Mr. Lloyd A. Brown, of the General Appliance Co., wrote to station KWWL of Waterloo, Iowa: "The news coming out of Washington these days is of primary concern to all of us. Fulton Lewis, Jr. does an excellent commentary on this news, and the comments of our customers certainly bear this out. "Our firm has shown a substantial increase in business over the comparable period last year since our sponsorship. We feel that this increase must be attributed, at least in part, to the program, "We are well satisfied with the results and plan to continue our sponsorship indefinitely." For network prestige and a ready-made audience, investigate the locally-sponsored Fulton Lewis, Jr. program. Though currently presented on more than 370 Mutual stations by 572 advertisers, there may be an opening in your locality. Check your Mutual outlet — or the Cooperative Program Department. Mutual Broadcasting System, 1440 Broadway, NYC 18 (or Tribune Tower, Chicago, 11). 8 OCTOBER 1951 87 lWIIIIIIIIIIIIUIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII Illillllllllll Illilllli ii.iii:iiiiiiiiiii|IIII!iIIINIIIIIIIIII1IIIIIIIIIIIIIIII!INIIIIIIIIIIIIIIIIIIIIIIIIII Illllll Illlllltlll'llllllll I ill., .HI 1 11 free WITH YOUR SUBSCRIPTION TO SPONSOR THE NEWLY-PUBLISHED 72 PAGE TV-DICTIONARY/HANDBOOK FOR SPONSORS Defining more than 1,000 television terms and uses, the $2 pocket-size dictionary is the only publication of its kind. Including a sign-language for TV, valuable data on camera and lens usage, TV union particulars, and other pertinent TV information, the new dictionary will be a prized possession you'll refer to again and again. Be sure you get a copy by entering your sub- scription to SPONSOR without delay. Yearly subscription rate is only $8 for the 26 bi-weekly issues; the two-year rate of $12 is SPONSOR'S most popular value. Bulk TV Dictionary rates on request. PLEASE USE THE FORM BELOW AND MAIL TODAY! r SPONSOR 510 Madison Avenue New York 22 Please enter my subscription to SPONSOR and send me FREE the new 72-page TV Dictionary/Handbook. Bill me later. Firm 1 Address City "2 $12 two years Zone State [H $8 one year •iiiiiiimiiiiiiiiiiHiii.iiiiiiiiiiiiiiiiiiiiiiiiiiirmiiiiii iiiiiiiiiimiiiiiiinn miiiii lUliiiillilllliililllliillliiiiiiiiiiillillilillliiiilimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin illilllli iiiiiiiiinii,~ at 1440 Broadway in New York. Pro- ducer Jack Fern briefs the 12 primary control centers spread around the country, starts calling each in turn for stories. The 25 minutes of taped comments which result from this closed-circuit round-robin are edited down to get material for a 15-minute newscast. Three times weekly a taped report is relayed from Korea. Richard Kail- sen, Mutual's Korean correspondent, has two portable Minitapes with which he records action along the battle- front. One sequence covered a trip up front in an armored car, recorded the sounds of a tank attacking a Com- munist position. These sounds were relayed from Korea to San Francisco, then to the Mutual control point in Hollywood, thence to New York. The significance to sponsors of this personal, on-the-spot kind of reporting lies in the greatest interest which it generates among news listeners. Port- able tape recorders can go where a full set of movie gear cannot — and broadcast the result much more quick- ly and economically. Tape has helped make radio news coverage superior to what TV can offer on a day-by-day basis. This is particularly true on the local scene with station after station all over the country scoring news beats over local paper and TV stations via taped interviews at a fire, a wreck, or special event. One of the most important contri- butions tape is making to radio pro- graming is in the field of the docu- mentary. Already, tape has been used to produce some of the most effective radio shows of this decade. And it's the belief of many network executives that forthright, controversial, and ar- resting documentary-style programing will be an important mainstay in fu- ture years. These executives reason that provocative programing of this type can't be done by television be- cause it would be too costly to dupli- cate on film what can be done cheap- ly with tape. What is a doumentary? This is the way Irving Gitlin. producer of the re- cent series Nation's Nightmare (CBS), thinks aboul it: "The idea of a docu- mentary is to use tape as a dramatic medium, so as to get close to a real sit- uation. It's not an editorial exactly, but simply tries to make a strong point about how things really are so that people will be moved to action." SPONSOR Gitlin's own six half-hour broad- casts were based on findings of the Kefauver Committee investigating na- tionwide crime. They reportedly cost CBS a cool $25,000 to produce, re- quired a staff of six in New York, 20 first-class assistants at CBS affiliates around the country, plus 50 secondary contributors. Nation's Nightmare was three months in preparation, with each half- hour program the cream of some 30 hours of original recordings. It was well worth the hours of editing effort — the results are electrifying. Pointing out the key to tapes dramatic power, Gitlin says: "Tape removes any ques- tion of 'is that real?' When you hear the screams of that marijuana addict on Rampart Street, New Orleans, you know it's true." CBS has already re-broadcast sev- eral of these documentaries at the urg- ing of listeners. Observers point to this and the success of other well-done documentaries and documentary-type programs I like This is Your FBI. ABC; The Big Story, NBC) as proof of their drawing power. The Ford Foundation is already dickering with producers of this type program with FACT." 1 . . . . that the Market Reports with Bob Riley on the KMBC-KFRM Team are among the greatest radio buys in the Kansas City Primary Trade Area! 2. BECAUSE — Market Reports on The Team are 3-tol favorites over any other radio market reporting in the Kansas City Primary Trade Area . . . 3. Further, the Kansas City Stockyards are "back in business" after the flood with greater activity, hence greater interest than ever before! 4. The 6:30 A.M. Market Reports and the 12:30 P.M. Market Reports, both with Bob Riley, are AVAILABLE FOR SPON- SORSHIP. Call KMBC-KFRM or your nearest Free & Peters Colonel. KMBC 6th Oldest CBS Affiliate KFRIvl 7ea*n Programmed by KMBC 222 West Eleventh KANSAS CITY, MO. an eye to education. Sponsors, too, would find the doc- umentary well worth looking into as a commercial vehicle. Besides its pub- lic service aspects, a skillfully pro- duced documentary series draws a sub- stantial audience — and it's the size of a program's audience that makes it ''commercial." As for cost, even ac- cepting the ambitious CBS budget for Nation s Nightmare as an average fig- ure, the production cost per program was barely over $4,000 per half-hour show. Sponsors of live programs have found tape ideal for re-broadcasts toe. Not that transcription records couldn't be used for this purpose. It's just that greater fidelity can be had on tape. "Advertising is one of the few callings in which it is advisable to pay attention to someone else's business." HOWARD W. NEWTON V.P., Dancer-Fit zgerald-Sam pie • ••••••• plus the flexibility of being able to edit out — or in — any sounds desired. The Bob Hope shows done overseas, for example, are recorded on tape and edited before rebroadcast. Heartv "yaks" can be inserted if the original laughs weren't rousing enough, or slightly off -color jokes can be sliced out to save the family audience em- harassment. Ed Gardner's Duffy's Tavern (NBC) starts his third season on tape soon. Gardner and his entire cast chose to live in Puerto Rico, linked to NBC's New York studios by reels of mag- netic tape. The show is put on in a local radio station before a Puerto Rican audience and the taped record- ing sent by mail to New York for edit- ing and broadcast to U.S. listeners. A similar one-shot arrangement was made for the season's premiere of NBC's The Big Show. Originally put on live in London on 16 September with a large British cast supporting Tallulah Bankhead. the re-broadcast was heard in the States 30 September. Commercials, too, are being pro- duced via tape. Most transcribed mes- sages, singing or straight, are now re- corded originally on tape for the same reasons that drama shows are tape- recorded. In addition, there's an op- portunity for sponsors to use tape re- corders for commercials with a novel twist. Philip Morris, for example, takes a tape recorder out '"on location" v^/y^AW7W\/m This smiling maiden with stars in her eyes. For a trousseau is shopping and here's how she buys. A twist of her wrist, her radio dial's what she sets. To WSPD, where she has trust in suggestions she gets. And, after the wedding through years of housekeeping bliss, her daily listening favorites she never will miss. So Sponsors, reach housewives, that we call Madam Buyer Buy time on WSPD, North- western Ohio's favorite Town Crier. Z OCTOBER 1951 89 4,000 NEW TV Families Every Month! That's the big BONUS AUDIENCE You get when you buy WOW-TV OMAHA One of the nation's fastest growing TV markets! 35,000 sets sold this year, making a total of more than 88,000 NOW! This will reach 100,000 by year's end! It pays to buy in a rising MARKET! • WOW-TV Insurance Bldg., Omaha Telephone WEbster 3400 Frank P. Fogarty, Gen'l Mgr. Lyle DeMoss, Ass't Gen'l Mgr. or ANY JOHN BLAIR-TV OFFICE to get its interviews with smokers which are part of the "nose test" cam- paign. Several producers familiar with the portability of tape recorders suggested that other sponsors would do well to develop documentary-type commercials featuring taped inter- views. Any type of testimonial com- mercial could be enhanced, it was pointed out. through incorporation of on-the-spot interviews perhaps com- plete with authentic background noises. U. S. Steel used tape for its com- menial in an amusing way last season. Damn Kaye was the star of the eve- ning on Theatre Guild on the Air I NBC I and in the dress rehearsal of George Hicks' commercial he mugged and cut up so hilariously that the usu- ally imperturbable Hicks burst out laughing. Kaye promised he wouldn't repeat the prank during the actual broadcast. But the director wasn't tak- ing any chances. He had Hicks tape record his commercial privately, plan- ning to air it off the tape. No one told Danny Kaye about this little precau- tion and, sure enough, Kaye started cutting up again during the actual broadcast. But only the studio audi- ence enjoyed the practical joke for, while Hicks choked over his lines, a straight message went beaming over the air waves from a tape recorder in the control room. Here are some other more generally applicable uses of tape which you might find valuable: 1. Teaser announcements for a dra- matic program can be put together easily by taping quick excerpts from the star's most dramatic speech. 2. When an important star is un- able to come into the city where your show originates due to other commit- ments, it is sometimes possible to tape his part of the program, then send the tape to the point of origination for in- tegration with the rest of the show. Bob Hope, for example, did his part in NBC's documentary on atomic en- ergy ( The Quick and the Dead) from Holh wood. Bill Laurence, New York Times science writer, was actually heard to carry on a conversation with Hope, though he remained in New York. It was simple to splice their alternate speeches together. 3. Similarly, it's possible to have music played in a concert hall where acoustics are excellent and then spike in the voice of a narrator which has been taped in an ordinary studio. 4. It's easy to simulate crowd scenes by a process of blending and reblending taped voices. Four actors can start the process, taping their shouts. A duplicate of the four voices is made and then combined with the original tape. The process can be car- ried on till the full roar of a crowd in a stadium is produced. 5. There are other effects possible through use of this same technique. A singer taping a commercial can liter- ally sing a duet with herself to add variety to the disk. And there are many other cost-saving and interest- sparking tricks which producers have learned to do with tape. Despite the many wonderful things tape can do, it should be viewed real- istically as only a tool. As such, re- sults are only as good as the thought and planning that go into a program. Warns NBC producer Jack Gerber, now at work on a seven-part docu- mentary commemorating NBC's 25th anniversary: ''The trouble is that too many tapes are just thrown together. You've got to be very selective. For one half-hour program built around Winston Churchill we spent two months listening to all his speeches and editing them down." An advertiser's plans may not be this elaborate. But unless the time and technical talent is available, the goals shouldn't be too ambitious. Tape W^ '- ■ ■ MIll/lj- ft* 5 I Reasons Why MB The foremost national and local ad- vertisers use WEVD year after ^S year to reach the vast ggi Jewish Market of Metropolitan New York f^0f I. Top adult programming <— * 2. Strong audience impact 3. Inherent listener loyalty ^^ 4. Potential buying power Send for a copy of "WHO'S WHO ON WEVD'' HENRY GREENFIELD Managing Director WEVD 117-119 West 46th St., New York 19 90 SPONSOR is terrific — when used right. It can be dull as dishwater in unskilled hands. Probably one of the most practical arrangements for sponsors intrigued by tape's program possibilities is to buy into a network or independent package. All major nets are excellently equipped with instruments and experienced men capable of turning out top programs. Setting up a team of field men. editors, and engineers would admittedly be too big an order for all but the largest agencies. The sound equipment would cost thousands, would require consid- erable floor space. Now that tape has revolutionized radio, latest indications are that it will probably do the same for TV. CBS producer Fred Friendly has already done some dry runs on news and news feature films for a projected series titled See it Now. The video counter- part of the radio version Hear it Notv, it will carry its sound on tape instead of on film. Fidelity will thereby be raised to "live" standards and the cost of movie recording greatly reduced. Even lip-synchronization is possible. with the help of a Fairchild "lock" which keeps tape and film in step. Hollywood already uses master tape • ••••••• "Statistical research surveys of radio/ TV audiences are all right in their fash- ion. But what a huyer of broadcast ad- vertising needs is a study of the human side of each market, especially in one- station areas — in other words, an im- partial observer who can really case each joint for the sponsor." E. P. H. JAMES Public Relations Consultant, Corning Glass Works • ••*•••• recordings for all its movies, later puts sound on film. Similarly, transcription and record firms make their originals on tape, dub them on disks later. What's most remarkable of all is that some day entire TV shows — in- cluding the visual image — may be re- corded on tape. Electronics wizards are working right now on a process which would "store" the electronic im- pulses which create a TV picture on tape just the way sound alone is now stored. If this development ever comes out of the laboratory, then television programing might be radically affect- ed. For taped TV pictures would put an end to blurry kinescopes and might replace conventional filmed program- ing at reduced cost. Meanwhile, tape will go right on working its wonders in the aural medium. * • • CLEVELAND'S C/ut£ STATION • WJW •CLEVELAND*S/2few^ SIGNAL- wjw -CLEVELAND'S^ S7> Chief Says: "Rosen-Lemon plenty great Hit and pitch for baseball team, And with sponsor they're first-rate Selling on Chief Station beam." INDIANS MAKE BIG HIT Baseball stars Al Rosen and Bob Lemon are now in their fifth spon- sored month as WJW DJ's. There's a buy for you, too, on this show- man's station. BILL O'NEIL PRESIDENT CLEVELAND'S STATION 5000 W. QJJ BASIC ABC VJW BUILDING ^""'^ CLEVELAND 15, OH WJW BUILDING ""*- "^ CLEVELAND 15, OHIO REPRESENTED NATIONALLY BY H-R REPRESENTATIVES, INC. V> for YOUR FINAL PUSH in THE LAST QUARTER of 1951 use 76e Aft TKoifa Station KJ^jfffUh 5000 Watts 250 Watts Night &. Day Night & Day MISSOULA ANACONDA BUTTE MONTANA THE TREiSIRE STATE OF THE 48 Iff /' 5,000 Watts Full Time ~1 John H. Phipps, Owner L. Herschel Graves, Gen'l Mgr. FLORIDA GROUP Columbia Broadcasting System L z. J National Representative JOHN BLAIR AND COMPANY Southeastern Representative HARRY E. CUMMINGS 8 OCTOBER 1951 91 : IN THESE MARKETS •. it's A. M. . MORNING & EVENING Yes, and for A.M. radio in these markets ■ 9 "SPOT" the call-letters as listed here! A**^SA! K0*& Great Locally! PLUS ABC Represented Nationally by JOHN E. PEARSON CO. Owned & Operated by SOUTHWESTERN PUBLISHING CO. Don W. Reynolds, Pres. Publishers of: Southwest Times-Record, Fort Smith, Arkansas; Examiner-Enterprise, Bartlesville, Okla- homa; and The Daily Times, Okmulgee, Oklahoma. in out-of-the home Washington audience Ask your Blair man for the whole WWDC story ♦ Pulse: July, 1951: 6 A.M. to Midnight BRIEFLY (Continued from page 57) System retirement plan. Hardman. the guiding hand behind the company's ra- dio program. The Ohio Story, success- ful regional radio show, has opened an office in Cleveland as an advertising and public relations consultant. The best way to plug radio is to use radio itself. WMBG and WCOD-FM in Richmond, Va., are proving it by buying time on several stations within their basic coverage area. The pur- pose, according to Wilbur M. Havens, manager of WMBG, WCOD-FM (Ha- vens & Martin stations ) : "It is com- mon sense to support and promote the medium and it's also good business to get the most for your money." Time purchases will also promote WMBG and WCOD-FM's NBC program sched- ule. International Harvester refrigeration dealers in the Little Rock, Ark., jrea have undertaken local sponsorship of all Liberty Broadcasting System Sat- l-H dealers sign for LBS football cast on KVLC urday afternoon college football games. The station: KVLC in Little Rock; sportscaster Ted Husing handling the series. * * # Grodin's of California. Oakland's leading men's store, signed the largest daily bulk time contract in KLX. KLX- FM, Oakland, history. The sponsor- ship: a minimum four hours daily of the Japanese peace treaty conference plus commentary on each day's devel- opments from 4 September to conclu- sion. KFWB. Hollywood independent. also brought its listeners complete cov- erage with three half-hours scheduled daily plus interruptions of regularly - M-heduled shows to broadcast latest de- velopments. This series was in keep- ing with KFWB policy to air all major public events — a policy that won the station the George Foster Peabody award for public service in 1945. * * * The Hauswald Bakery of Baltimore recently purchased a new star for its WAAM-TV show. This Is Your Zoo. Hauswald Bakery buys new TV chimpanzee star The price: $600 for "Doctor Tom," a baby chimp who becomes the property of the Baltimore Zoo. * * * The American Association of Adver- tising Agencies recently announced the election of new central council officer. John M. Willem, Leo Burnett Co., Chi- cago, is chairman of the board of gov- ernors of the central council and di- rector representing the central council on the A. A. A. A. board of directors. Willem. Leo Burnett vice president, fills the unexpired term of Rolland Taylor who resigned due to his trans- fer from the Chicago to the New York office of Foote. Cone & Belding. George Reeves. J. Walter Thompson. Chicago, vice president, has been elected to fill Willem's unexpired term as secretary- treasurer of the central council. Just out: Radio Reports, Inc., fifth annual edition of their Directory of Radio and TV Personalities. The per- sonalities directory lists more than 800 topical radio and TV shows with their working addresses; type of audience; station or network, days on the air, and a thumbnail description of each show. Annual subscription cost: $15. * *- # "The Latin-American Audience and Market of Austin, Texas," is the title of a survey made for KTXN. Austin, bv Joe Belden and Associates. Purpose of the study to provide unbiased infor- mation about radio listening habits; to develop data helpful in evaluating Aus- tin's Latin-Americans as a market. KTXN has reserved a few copies of the survey for mailing to advertising and sales managers. • • • 92 SPONSOR FURNITURE ON AIR (Contiued from page 43) ent, though tests have been run on WNBT, WPIX, and WJZ-TV within the past year. A special eight-week test on WNBT, for example, featured a pro- gram on interior decorating — a natural gimmick for furniture sales. Filmed eight-second station breaks on WPIX and one-minute announcements on WJZ-TV rounded out the Sachs experi- ments. The company isn't yet sure what their approach should be on TV, has no immediate plans to go ahead on the visual medium. The Sachs commercial approach harps on two things: specials and slip covers plus re-upholstering. Room sets, lamps, practically any attractively- priced items can be plugged as a spe- cial. More often than not, however, it's the slip cover and re-upholstery trade that's promoted over the air. So successful has this "side-line" become that Sachs now does $1,000,000 a year in this department alone. This illustrates forcefully an impor- tant point about the furniture business. It's a diverse line, with many furniture retailers stocking hard and soft floor coverings, appliances like refrigerators and radio, bedding, lamps, drapes — practically any article that ties in with furniture. And the slip cover and re-upholster- ing business is becoming increasingly popular with merchants. Rising furni- ture costs have encouraged people to bring in their old couches, stuffed chairs and the like to be refinished. re- upholstered, or simply covered, rather than toss them out for new models. It's become so profitable that many companies have sprung up since the war with these specialties their only stock in trade. Custom Upholstery, Washing- ton. This store opened up shop five KLIX| In one of the west's RICHEST MARKETS Idaho's Fabulous Magic Valley Ask Hollingbery I ABC at Frank C. Mclntyre Twin Falls, Idaho V. P. and Gen. Mgr. )ears ago in a garage with two uphol- sterers. Advertising their service with nothing save direct pitches over local radio stations like WWDC, the firm has grown to be the largest furniture upholstery plant in the area. Live com- mercials are run on a floating schedule within popular disk jockey shows, bring phone calls which salesmen fol- low up as leads. An aggressive com- petitor, Bond Upholstery, follows the same tack over WWDC. Washington's WWDC, incidentally, carries a heavy load of furniture store advertising. Besides the two re-uphol- stery outfits, it sells time to H. Abram- son Company for a 10-minute follow- up after each Washington Senators baseball game, plus a total of 40 min- utes daily on disk jockey programs. Hub Furniture Company, another "Radio is an illustrated medium ... in many respects better than TV or printed media. The announcer says, 'Picture your dream house' and you do — just the way you've 'dreamed' it. Your imag- ination is not confined by an illustration of a ranch house or Cape Cod cottage on the screen or in ink." FOSTER H. RROWN KXOK, St. Louis Washington retailer, has been sponsor- ing the packaged telephone give away show, Tello-Test, for the past eight years. It also saturates Washington Transit Radio every Thursday, Friday, and Saturday with sale items. Julius Lansburgh Furniture Company rounds out the five stores making heavy use of radio in Washington; Lansburgh also buys saturation spots on Transit Ra- dio, a WWDC affiliate. Based on the success of these five furniture outfits, WWDC's advice on using the air runs like this: "... a furniture store should advertise a spe- cific item, preferably a sale item or ser- vice. As for the type of radio audi- ence, our advice is that stores aim for mass appeal, rather than class appeal. People will shop for entire suites of furniture, but when it comes to a bed, a mattress, or an end-table, a strong radio pitch will pull the customers in." Radio success stories are by no means limited to large stores in metro- politan cities like Chicago, New York, and Washington. In fact, medium- sized stores as a group make the larg- est profits, according to the National Retail Furniture Association. Medium- sized stores, by NRFA standards, do a TWO TOP CBS STATIONS TWO BIG SOUTHWEST MARKETS ONE LOW COMBINATION RATE rKWFT^ WICHITA FALLS, TEX. 620 KC 5,000 WATTS KLYN AMARILLO, TEX. 940 KC 1,000 WATTS When you're making out that sched- ule for the Southwest don't over- look this sales-winning pair of CBS stations. For availabilities and rates, write, phone or wire our representatives. National Rspreientatlves JOHN BLAIR & CO. 8 OCTOBER 1951 93 «buus-eYE Your product gets merchandising plus when you advertise on KDYl-TV! Tate some Coordinated calls by KDYL-TV's 3- man merchandising team to brokers and retailers, plus strategic placing of these eye-catching "bulls-eye" dis- play pieces — with your product attached — means powerful mer- chandising support. Write for details, or see your Blair man TODAY. Salt Lake City, Utah National Representative: Blair-TV, Inc. ofq//sfot/o/?s KCMO leads the field of all stations heard in Mid-America's 1,691,410 radio homes. With KCMO you get a bonus of more radio homes than any other Kansas City station. Get proof — get the facts on Mid- America radio coverage from the Con Ian "Study of Listening Habits" in the Mid- America area. Parts 1 and 2 of the 3-part continuing study are ready now. Write on your letterhead to KCMO 5 0,000 WATTS 125 E. 31st • Kansas City, Mo. or THE KATZ AGENCY yearly gross business of from $125,000 to $350,000. City Furniture Co., Mobile, Ala. A remarkable example of what can be clone by medium-sized stores in small cities is their recent success. In Feb- ruary of this year City Furniture was indistinguishable from some 25 com- petitors lined up along Mobile's Dau- phin Street. For the 18 months prior to that month Herbert Johnson of Mo- bile radio station WKAB had been dropping in on owner N. A. Graham with a sales spiel. But each time Graham had turned down radio adver- tising, until a day in Februan L95] when he weakened. A modest schedule brought more than the usual number of customers into the store and City Furniture ex- panded its radio budget. By March owner Graham, who calls himself "Mr. Friendly," was booked for 44 spot an- nouncements. 27 fifteen-minute pro- grams, and five one-hour programs over WKAB. Results came quickly. April sales jumped $23,000 above the previous month. As sales climbed, Graham continued to plough back a sizable share of his profits into more radio on WKAB. By June the City Furniture advertising tal- ly included 42 announcements, 26 half- hour programs, and nine one-hour shows. And the sales mounted fantasti- cally. June was $35,000 over the usual gross ! Here are a few samples: innerspring mattress sales went from 20 a month to 150; baby beds were sold at the rate of 100 a month compared to 10 per month before the air splurge; living room and bedroom suite purchases increased 1,000%. In one three-day promotion, a complete lot of 60 chests of drawers were cleared out of City Furniture's warehouse. Despite heavy spending on radio, Graham reports: "My radio advertis- ing cost has only been about 2V2% OI my increased sales; business is good clown at City Furniture Company." Graham now has three bookkeepers in- stead of one, operates five delivery trucks in place <>f the original two. has had to rent an additional warehouse. Mainstay of the City Furniture pro- motion is WKAB's early-morning disk jockey program keyed to hillbilly mu- sic and presided over by "Tom and Jack." The two d.j.'s put over ad lib commercials plugging a current "spe- cial. A typical radio sales pitch be- the only magazine 1007, 0 tuned to broadcast-minded national advertisers and advertising agencies The use magazine of radio and television 94 SPONSOR gins: "Come on down to City Furni- ture Company, 456 Dauphin Street. 'Mr. Friendly' still has some of those beautiful tapestry sofa beds left. You know, the ones you can buy for that lonesome ole' $5.00 bill down. Most everybody could use one of those sofa beds, that's a sofa by day and a bed by night. You can never tell when you might have some extra company and will need to convert your living room." Owner Graham has also helped sales along with occasional promotions. One of the most successful was a 'tater pie contest — a prize going to the maker of the tastiest dish. Instead of the antici- pated 15 or 20 entries, there were 177 pies brought in to the store — all ac- companied by a group of backers. City Furniture was jammed to the rafters, • ••••••• "The only person who doesn't need a knowledge of salesmanship is a hermit. For the rest of us, a great deal of our happiness and success in life will de- pend on our ahility to sell our ideas, our talent, and our personalities." THE YORK TRADE COMPOSITOR York, Pa. gamely chose the winning pie after a lively session of hillbilly music from a band especially hired for the event. The only pre-promotion on this con- sisted of announcements over WKAB. City Furniture's success has raised a furore among local furniture dealers. WKAB has eight such stores signed up and has had to turn down others. Mo- bile's three other AM radio stations have also picked up more furniture ad- vertising from dealers emulating the City Furniture campaign. Not all the business now funneling into City Fur- niture's door, however, is taken from neighboring competitors. Customers come into Mobile from as far away as 100 miles to buy. Kosciuszko Furniture, Milwau- kee. First on the air in 1935 with an- WENE BINGHAMTON, N.Y. MARKET NOW 5000 WATTS CALL RADIO REPRESENTATIVES, INC. nouncements and a five-minute news- cast over WEMP, Milwaukee, the store has been using a succession of pro- grams ever since. Announcements are slotted on Milwaukee radio stations WEMP, WMIL, and WFOX. In addi- tion Kosciuszko Furniture sponsors a nightly 15-minute segment of Old Tim- ers Party over WEMP. Format of this show is a musical quiz, with people chosen at random from the telephone book to identify the tune being played over the air. Ta- ble lamps and electric clocks go to the winners (about three a night I with $2.50 gift certificates to those answer- ing incorrectly. Since it started in 1935 as a small store, Kosciuszko Furniture has grad- ually expanded with the help of radio. It now owns two stores, reportedly did $1,500,000 worth of business last year. Hurley Smith Furniture, Grand Rapids. Another old-timer in using radio advertising exclusively, this store has been on for 23 years, presently uses seven or eight one-minute announce- ments per week year-'round over WOOD, Grand Rapids. Announce- ments are spread around so as to hit as many different kinds of listeners as possible, some are adjacent to news shows, others next to disk jockeys, pol- ka programs, quiz shows, women's stanzas, and so on. Gillis Vandenberg, owner of Harley Smith Furniture, explains his adver- tising policy this way: "We don't use the newspapers and haven't since 1928. Radio copy since then has been de- signed to feature value, quality, and location. With our present schedule I feel we've built a clientele to cover second and even third generations in the same families. They come to Har- ley Smith because they know they can rely on the merchandise and service.". One successful furniture dealer, de- scribed as the "Sloanes of New Mexi- co," represents a switch from the usual success story. He's John McCormack, former manager and co-owner of KTBS, Shreveport. and KTHS, Hot Springs, Arkansas. McCormack moved to Albuquerque, N. M., recently for his family's health, opened up an ex- clusive carpeting and floor covering store catering to the whole state. At first adamant against advretising over local radio stations because he didn't like their style of programing, McCor- mack liked recent changes on KOB. When his business expanded into fur- There's More SELL on UJRIU RICHMOND VIRGINIA 910kc-5kw ABC AFFILIATE • National Representatives EDWARD PETRY & CO., INC. Mr. Dave Kittrcll Crook Advertising Agency Dallas, Texas Dear Dave: Talk 'bout a market, boy oh boy! Y'orta take a look at th' home town u v W CHS - Charleston, West Virginny ! Why, Dave, tK retail sales in this area last year wuz 540 milyuns uv dol- lars— nearly half uv what wuz sold in th' whole state! Yessir, they sold 92 mil- yun dollars worth uv food alone — an' thet ain't hay! This here place is called Th' Magic Valley - an hit's shore th' truth ! Makes yuh think hit's real magic when yuh sees how .thin's d is' pear j r u m th' mer- chant's shelves ! A n' 'member, Dave, WCHS gives yuh more uv these heavy buyers then all th' other jour stations in toivn put tergethcr! Yts. Algy WCHS Charleston, W. Va. 8 OCTOBER 1951 95 90%ofKSCK'i clients have renewed year in, year out, since station went on air the station most people listen to most in West Texas full time regional on 920 k. c. BEN NEDOW general manager ODESSA, TEXAS Nat'l Rep. Forjoe & Co. niture, the former radio man bought a 15-minute strip of programs on KOB's Johnny G Show. He's still with it and well satisfied after four months. A quartet of furniture stores adver- tise their wares over KGVO, Missoula, Montana. Jensen Furniture Store, Globe Furniture, and Standard Furniture stick to announcements slotted at vari- ous times during the day. Missoula Furniture Mart, on the other hand, sponsors a lively session of recorded music called Melody Lane from 7:15 to 7:30 a.m. Monday through Friday. Missoula promotes specific items for a week at a time, aims its messages es- pecially at Western Montana and Idaho residents to whom it promises free de- livery. Although TV is in many cases too expensive for the average furniture store, the Mohawk Furniture Mart of Cincinnati has been using WKRC-TV for the past year. The firm uses two announcements j?er week on a late eve- ning movie show called Home Theatre; increasing this to seven nights a week for special promotions. The commer- cial is done live, with the program's "host" plugging a specific item. About half of these TV-advertised items are specially priced; the rest are unusual buys or exclusive merchandise stocked for the occasion. The store merchan- dises the show with window displays, lias used the WKRC-TV personality. Dick Hageman, as a salesman during special sales. There are scores of other furniture stores which have made very profitable use of the many cooperative radio shows offered by networks — news, com- mentary, forum-type. Besides network offerings there are dozens of dramatic syndicated programs being bought reg- ularly by furniture stores. Radio can sell furniture, and as these case histories prove, it has sold every item stocked by ambitious dealers. It's undoubtedly helped move a substantial portion of the $10,000,000,000 worth of furniture sold last year. Furniture is one of those peculiar retail businesses that makes its own rules. Although originally serviced b\ jobbers and wholesalers like most oth- er retail outlets, furniture dealers have jinlualK gotten into the wholesale end too. Everywhere except in the South and Far West the retailer buys his stock directly from manufacturers — through huge furniture marts. These are permanent markets where a tre- mendous variety of goods are on dis- play. A big drawback to furniture retail- ers is the slow turnover of their stock. It's estimated that between 40 and 50% of their inventory is tied up in floor samples, while the rest must be warehoused. This means a great deal of capital is tied up in furniture and that provision must be left in the bud- get for warehousing costs. Add to this the cost of servicing items already sold — which costs on an average of one per cent of gross sales — and you have an idea of the problems involved. Actually, furniture retailing is a profitable business, despite its unusual problems. Some 70 (/< of major furni- ture items are sold through furniture stores; they added up to $1,500,000,- "Advertising must move right into the board of directors room, along >vith the selling president of any successful firm. 5et your objective. Give your advertis- ing agency all the information. Co-op- erate with them to the full in obtaining that objective." PHILIP W. PILLSBURY President. Pillsbury Mills 000 worth of wood and upholstered furniture in 1950. Total furniture re- tailer income is much higher, includ- ing as it does lamps, appliances, floor coverings, and the like. Furniture is not necessarily a "high class'' business either. Medium-priced items accounted for about 80r< of all sales. And over 75 rr of all furniture is bought on credit. Credit sales mean more business, too. It's estimated that about half of all credit purchases bring additional "add-on" buys sometime be- fore the account is settled. As for profits, the medium-sized stores seem to make out best, taking in something like 8 or 9rV profit year- ly. This is somewhat higher than in the past, since sales have doubled be- tween 1945 and the present. Not all of the increase in gross sales has been profit, however. Inflationary pressure has pushed up prices. Biggest selling months for the furni- ture dealers are May. August, and De- cember. Wood furniture sells best in the spring and fall. And among the various kinds of furniture, pieces for the living room account for the largest sales volume — about 20%. Next best seller is door coverings, then bedroom items, finallv bedding. * * * 95 SPONSOR MR. SPONSOR ASKS (Continued from page 49 I that television won't affect the attend- ance. I'm certain there will be no curtail- ment of boxing shows at least among the major promoters. Nat Fleischer Publisher-Editor Ring Magazine New York Your question in- dicates an accept- ance of the the- ory that televi- sion of sporting events will result in a decline of gate receipts. In the long run. I do not think that this is the case. I feel the pattern of sports on television will be some- what reduced. In the case of big out- door promotions of major importance where the seating capacity is much greater than in indoor buildings, there will be a tendency to furnish these events to the public by the use of thea- tre television and other closed circuit media. However, during the 1951- 1952 season, the International Boxing Club is planning three home boxing television shows a week — one local to New York and two network shows. In addition. WPIX will carry some 117 other events from Madison Square Garden. Ned Irish Executive Vice President Madison Square Garden Corp. Neiv York Mr. Irish Any questions? SPONSOR welcomes questions for discussion from its readers. Sug- gested questions should be accom- panied by photograph of the asker. A COMPLETE TV film studio. In Hollywood (28) since 1938... TELEFILM Inc. Live & cartoon. 510 MADISON {Continued from page 131 ther get a going over from the spouse. Radio relieves him of the responsibility of teaching his kids about Love and Marriage with capital letters . . . it's quite simple now — depends upon the right hair tonic and/or deodorant and. of course, the alkalizer and the laxa- tive! Much easier to get at than honor and dependability and stuff like that. Is this the gift — "free by radio"- that Mr. Sarnoff meant? Advertising medium or not, is this the gift we have foisted upon an entire generation to its confusion and bewilderment? Pray for me. I'm a teacher! I pre- pare the young for this radio game! I'll never go to Heaven when I die! Anita de Mars Instructor. Station Operations Finch Junior College New York SMALL ADMAN'S BLUES Your article, "Why are so many sponsors changing agencies now," cov- ers the story from the "blue chip" an- gle only. I would like to call your attention to the small and medium advertiser who sits in his living room and watches the television hi-jinks of the big boys. He also watches with envy accounts like Tintair, Hazel Bishop Lipstick and many others, who light up the sky with sizzling sales messages. The client consults his "black and white" agency who has handled his ac- count for ten years. The agency makes a few phone calls and prepares a re- port that says a twenty-second film costs $500 to $1,000. One Class "A" 20-second spot a week on a network station costs $675. Good adjacencies are hard to find and one spot a week is like "spitting in the ocean." For that kind of money we can get you so many lines in the newspapers. The newspapers reach X number of people with a top readership of your ad of 75%. Therefore, you can reach a large number of people at the lowest cost per 1,000. Client nurses his wounds but still has the TV bug. He is duck soup for a new agency that can make a sensible TV presentation. Some of them call the station to talk to the time boys. In fact, last week one of them bought my lunch, plus a spot schedule — and shift- ed agencies as well! a. c. WiLLIAMS One of WDIA's many famous personalities BLUE PLATE FOODS Joins the Swing to WDIA in Memphis WDIA completely dominates in selling the 44% Negro segment of Memphis' 394.000 population. . . economically reaches and sells a total of 489,000 Negroes In WdTa BMB counties. The 5 other Memphis stations split up the white audience. Blue Plate Foods now uses WDIA as do such other QUALITY advertisers as Tide, Lucky Strike, Kel- logg, Ipana, Super Suds. Purex. Sealtest, Arrid, Bayer Aspirin and Calumet. The Hooper below shows why WDIA is a GREAT BUY. Write for full details. HOOPER RADIO AUDIENCE INDEX City: Memphis. Tenn. Months: July-Aug. 1951 Time Sots WDIA B F G MF 8AM-6PM 13.3 23.5 22.7 17.9 14.8 10.8 5.1 3.7 MEMPHIS VVDIA TENN" John E. Pearson Co., Representative IN MONTREAL it's Ask the man who knows best — the local ad- vertiser on CFCF. Best proof that he gets prompt action at the cash register is the fact that Over a 3 -year period local advertising on CFCF has increased 260%. National advertisers, too, can bank on CFCF. For Canada's FIRST station has the coverage, the listenership, to do a real selling job in the rich Montreal market area. U. S, Representative— Weed & Co, 8 OCTOBER 1951 97 For the new TV advertiser who can- not afford $500, $1,000 or more for a film commercial, we usually sell a live participation, or, at a cost of $15.00, we take five or six 8x10 glossies and make a strip film of the product and use a live announcer for the audio "M-ll." Si Lewis TV Sales II l'l\ Neii' York. BINDER IMPORTANT 1 have read each issue of SPONSOR thoroughly, and then discarded it be- cause 1 didn't have a hinder or con- tainer. We consider sponsor very in- formative and interesting and value it highly. The hinder enabling us to keep each issue should make this fine maga- zine even more valuable. Harry H. Averill Radio Station CKLW Detroit • Binders holding si* months' of SPONSOR'S is-u.-s art* available at S-l.liO each, S7.O0 for two. WORK PROMOTES GOODWILL i ou will find attached a clipping from the York Dispatch of 24 May, 1951. You will note that we have pre- pared a quarter-hour program having to do with the general culture and in- dustry of York, and featuring the va- rious leaders of these groups in our community. Felix Bentzel, Mayor of York, was very grateful for this, and will present the recorded program to the proper officials of York, England. Our organization was the first to offer Mayor Bentzel something that he could present to his British hosts when he visits them. After our offer, man) oth- ers followed. We felt that this event was most un- usual (though it is not unusual that we should be leaders in community activi- ties] ; but it is even more uncommon that we should receive a good local press. Usually we are referred to (if at all) as "a local radio station." But in this case the article appealed on the back page, which, in the cases of most newspapers, would be the front page. And most everyone was able to read it — in spite of an apprentice composi- tor and a blind proof reader. All of which makes us believe that perhaps you would be interested in using the article for a short blurb in your fine publication. If you can use this story, and if you choose to use the name of one person from our organization, please mention Glenn Brillhart — it was his "bain ." Leroy K. Strinf. Manager WORK York, Pa. POLKA D.J. S BAND My main purpose of this letter is to ask your assistance in publicizing the formation of the National Association of Polish-American and Polka Disk Jockeys. As you know, ideas are the life-blood of broadcasting, the Association will strive for the good of its members, and all connected with the broadcasting in- dustry. Am enclosing this news release for you to insert in an issue of sponsor: "A National Organization of All Polish-American Polka Disk Jockeys is now being organized. All interested &U Not the biggest station, but tbe BIG BUY in cost per thousand homes reached in Knoxville's "gold- en circle" • . . the industrial metropolitan area of 335,000 people. Cover this compact market with WBIR AM and FM, both for the price of one. A* F* The Boiling Company please communicate with : Henry La- zarski, Acting Secretary, Polish-Amer- ican Polka Disk Jockeys Association, 1010 Willis Avenue, Syracuse 9, New York." Henry Lazarski Civic Broadcasting Corp. Syracuse, N . Y. TV DICTIONARY POPULAR I would appreciate a copy of the "TV Dictionary/Handbook for Spon- sors" which you offer subscribers in a recent issue of SPONSOR. Also, I'd like very much to have a copy of the map for sponsors which you also mention is available to sub- scribers. DeWitt O'Kieffe Vice President Leo Burnett Company Ch icago Would appreciate your sending me a copy of the 1951 issue of "TV Dictionary/Handbook for Sponsors" which is available to subscribers on request. F. J. Daniels Sales Promotion Manager Durkee Famous Foods Cleveland As a subscriber to SPONSOR, I would appreciate your sending me a com- plete copy of Herb True's "TV Dic- tionary/Handbook for Sponsors." Manv thanks. Leonard V. Colson Advertising Manager The Mennen Company Neivark, N. J. We would be glad to have the com- plete "TV Dictionary/Handbook for Sponsors" which I understand from the 4 June issue is available to sub- scribers on request. J. M. Allen Vice President In Charge oj Public Relations Bristol-Myers Company New York I would appreciate \our sending me a copy of the complete "TV Diction- ary/Handbook for Sponsors." Richard A. Clark Socony-V acuum Oil Company St. Louis, Mo. • Seventy-two papc TV Dictionary and "TV Map for Sponsors" fr.<- to SPONSOR stih~.rib.TS on request. Extra copies of Dictionary S2.00. 98 SPONSOR 29,000 RINGSIDE SEATS-at movie prices On June 15, almost 29,000 people in several cities watched a heavyweight fight on movie screens as television cameras at ringside brought the event from Madison Square Garden. And Big Screen Television made its bow to the public over the net- work provided by the Long Lines Depart- ment of the American Telephone and Telegraph Company. Since then other fights have gone over the Bell System's television network. And future plans call for more events going to more theaters, reaching more people. This new kind of showmanship is one more example of the use made of the Bell System's network . . . facilities made pos- sible by the experience and imagination of Bell engineers. The equipment for these facilities is specialized and expensive. Much of it must be precise and delicate, yet sturdy and long-lasting. Last year the Bell System doubled its television channels, bringing them up to almost 23,500 miles. The value of coaxial cable, radio relay, and associated equip- ment used for television purposes is nearly $85,000,000. Yet the service is supplied at a very moderate rate. HELL TELEPHONE SYSTEM PROVIDING TRANSMISSION CHANNELS FOR THE RADIO AND TELEVISION INDUSTRIES TODAY AND TOMORROW SPONSOR SPEAKS_ Don't blame the advertiser "What lias the ANA got against ra- dio?" is an apt paraphrase of the ques- tion asked again and again of spon- sor's editor b) station management as he motored over 8,500 miles of the na- tion's highways this summer. In view of the ANA reports, network rale cuts, station indignation sessions, drop in network business, and gossip wide and varied it was no easy matter to convince a station manager that in fact neither national advertisers nor the ANA were unfriendly to radio. Some of these interrogators were downright shocked to hear ''one of ra- dio's staunchest champions." sponsor. express this point of view. "You're in- consistent with the facts." they'd some- times sa\. "You're inconsistent with yourself." they'd add. pointing to our extensive "Radio is Getting Bigger" campaign, our "'Let's put all media un- der the same microscope" thesis. Radio's future will he healthier if station management understands why national advertisers are not unfriendly to radio rather win every wise na- tional advertiser wants a flourishing radio medium. And radio's future will be healthier if national advertisers un- derstand why sponsor has been bring- ing overlooked radio basics forcibly to their attention. To station management we say : the national advertiser is a business man. lie uses advertising as a vital tool in the growth and continued prosperity of his business. He needs productive ad- vertising media; he has no logical rea- son lor being "anti" this medium or that. Frequentl) he figures his preferences ■>\ media l>\ results. Hul since national advertisers generally use two or more advertising media to sell the same product it's often impossible to isolate the precise effectiveness of this medi- um versus thaL How an advertiser's $5,000,000 advertising pie is sliced is often decided by sales trends, expert advertising advice, and a ready, easy comprehension of precisely what the medium offers audiencewise ( rather than specific results ) . The incredibly confusing radio rat- ing system (unparalleled in the black and white field) and the understanda- ble uncertainties about radio as TV. broadcast advertising's glamour baby, burst on the media scene haven't aided that "ready, easy comprehension." Maybe the thinking of national adver- tisers about radio's value has been nudged a hit b\ this rival medium or Radio Busies National advertisers, advertising agencies (and stations) will find SPON- SOR'S 16-page "Radio Basics" booklet a down-to-earth validated review of the true dimensions of radio. Nearly 10,- 000 reprints have already been dis- tributed. 32 charts and analyses by such firms as Nielsen, Biow, Trendex, BBDO. Hooper, NBC, Pulse, PIB, CBS pinpoint (I) The dimensions of radio's audience, (2) Cost of broadcast ad- vertising; (3) Radio's billings; (4) Time spent with radio compared with other media; (5) Where listening takes place in the home. Copy free on re- quest to subscribers. Inquire about low quantity rates. that, too. No station or network exec- utive has yet accused national advertis- ers of not being human — and faced by such human dilemmas who can blame the advertiser for following the line of easiest understanding. Nor has radio helped itself in mea- suring its audience. Last week SPON- SOR learned of a meeting of seven or eight top radio manufacturers during which each, without exception, said that the sale of his AM sets during 1951 is better than any pre-war vear. Yet radio, the greatest saturation me- dium with over four hours of dailv listening in 90' < of all L. S. homes. has been wocfulh lacking in counting its audience. Its mammoth personal- set in-home and out-of-home audience I largely developed since the war) are gratis since a technique for counting them and gaining buver acceptance of the count is yet undeveloped. L ntil recent months, radio as a me- dium has been a babe in the promo- tional woods. Against the skillful $1.- 000,000 Bureau of Advertising of the ANPA and comparable bureaus for other media, there was no attempt at defense and little at offense. Is the buyer of advertising to blame if the medium is sluggish in the com- petitive media struggle? Must the buv- er be blamed for lack of appreciation of radio? Or does the blame rest with radio? SPONSOR has repeatedly maintained that radio must fight its own battles, mend its own fences, build sponsor ap- preciation. As the work ( alreadv well started by BAB, CBS, NBC, MBS. and many individual stations and station services ) progresses radio will discov- er that national advertisers are indeed its friends. Why has sponsor so ardentlv pre- sented radio facts and figures to ad- vertisers— so ardently, in fact, that more than once we have been accused by advertisers themselves of seeing on- ly the medium point-of-view? Simply because the need has appalled us. Since the first cry about radios "fadeout arose, we have felt militantly aroused by the paradox of a vital, mammoth, outstanding!} -persuasive medium vir- tuallv sold down the river by the lan- guor of the people charged with pro- graming, promoting, merchandising, and selling it. Some of radio's greatest success sto- ries have developed in the past year. D-Con, Ralston Purina. Robin Hood Flour. Hudson Paper. General Mills, and countless others are a few' who really know the power of present-dav radio. We predict that during L952 ra- dio's result roster will swell significant- ly- This. then, is our advice to station and network management: learn to know the national advertiser better. Study his views carefullv . Answer him factually. Show him why radio can. in fact, do the things he expects of it at sensible cost. And to the national advertiser we sa\ : The true facts about radio, once you know them, should rekindle vour enthusiasm for radio and strengthen your determination to see that il >ta\> health) . 100 SPONSOR my subscription to SPONSOR for period indicated □ $8 yearly (26 issues) □ $12 for two years IAME_ FIIUW TIUE_ ADDRESS -ZONE STATE ' t lil my copies to home address □ Bill me □ Bill my firm n *W\7, ITJI, ruwt lUCKErUKI 1 FIRST CLAS PERMIT NO. 4- (SEC. 34.9 PL NEW YORK. N BUSINESS REPLY CARD No Postage Stamp Necessary if Mailed In the United States 2c. - POSTAGE WILL BE PAID BY SPONSOR 510 MADISON AVENUE NEW YORK 22, N. Y. ■ 1 ■I am HP HI AN OLD CINCINNATI CUSTOM. .. fifassr- wcpo «» WCPO -TV taki FIRST RATINGS »ca,hi • • • VCPO-TV is first - 7 days a week - day and night! — with 6 of the top 10 once-a-week shows! — with 7 of the top 10 multi-weekly shows! MORE TOP SHOWS than the combined Total of the other Cincinnati TV stations * I AUG. 1951, PULSE TELEREPORT WCPO -iv station mm HBff STATION D average rating 47./ 24.6 28.3 WCPO- AM is first -- says Hooper, June -July, 1951 ! WCPO NETWORK „,„ STATION " 25.2 24 J 6J 25.9 293 NETWORK VJ}„ STATION ° 21.7 17.9 11.2 23.2 24.6 NETWORK v/ttt STATION L STATION "/?" 12.2 Total Rated Time Periods 26./ 8.7 143 Mon.-Fri. 8 AM-1 2 N 24./ 10.7 9.0 Sunday 12N-6PM 62.7 3.0 9.8 Sun.-Sat. Eve 6 PM- 10:30 PM 24./ 13.4 123 Mon.-Fri. 12 N-6 PM 2/. 3 5.7 Affiliated with THE CINCINNATI POST j \€*it \ ; 123 ON YOUR RA WCPO - ■ 1 ■■ v ^ l 1 1 A m 1 REPRESENTED BY WW UW ^F CHANNEL 7 *> ■ ■ Cincinnati 1, Ohio THE BR ANH AM CO. WORCESTER- One of IIa rosperous Worcester comes right to the top along with the nation's choice major markets. In the "Cream of Your Market", a study recently published by J. Walter Thompson Company, the Worcester Market stands 31st the nation among the 162 Markets studied. its oftheAfetio ■■ Did you know that — the Worcester Market ranks higher than the Albany-Troy- Schenectady Market combined? Higher than the San Antonio Market? Higher than the Rochester Market? And remember, WTA6 has more audience than all other Worcester stations combined! VftAS WORCESTER. Sources: Hooper Ocf. 1950 -Feb. J 95 Pulse Mar.- April 1 95 J ' BASIC CBS • 580 KC ^2cupux\pc MMbih OCTOBER 1951 50c Per Copy $8 a Year Report Sponsor*. Men, Mi and Moth. page Mr, Sponsor: , M. Warren page 22 ab-0 Bounces Back OH Behind Rei Channels Scenes page Ohio State Radio/TV Sessions page How Radio Can Sell Retailers page Remaking AM Drama tor TV ■ page 38 Carolina Rice Builds on a Jingle prtqe Radio Results page Mr, Sponsor Asks page 46 TV Commercial Reviews I Agency Profile page 56 Editorials Ml iald "Red" Blanchard — teller of humorous tales 1*°G*4 A New Concept in WLS Morning Programming . . . offering advertisers a tremendous Midwest Audience at Economical Participation Rates! Presenting "The Red Blanchard Show"— a new, exciting live-talent participa- tion program, 7:00-7:40 each morning, Monday thru Saturday. Using the WLS pre-tested, time-proven formula of live-talent block programming, "The Red Blanchard Show" is offering listeners a Saturday night Revue for morn- ing enjoyment! In addition, each day Captain Stubby and the Buccaneers, famous NATIONAL BARN DANCE favorites are featured — plus other outstanding WLS entertainers. Comedian Donald "Red" Blanchard, the mid- west's laughable comic favorite, M.C.'s the entire revue. There is something to please all tastes: Service features — weather— time- temperature; comedy; musical favorites both vocal and instrumental — all combined in that informal, friendly manner which has proven so enormously successful on the Saturday night NATIONAL BARN DANCE. A. C. Nielsen's Chicago Station Area Reports have consistently shown the 7:00-7:40 A.M. WLS time to reach top available audiences. Your Blair man can give you complete audience information. WLS accepting, believing morning listeners are being reached, and most economically, too! Each day's program is designed for sales on an effective participation basis, with live or transcribed announcements. See your Blair man today for complete details on the Red Blanchard Show — profitably programmed for you. — with Donald "Red" Blanchar and featuring Captain Stubb and the Buccaneers and Phyllis Brow 890 KILOCYCLES. SO, 000 WATTS, ABC NETWORK- REPRESENTED BY \J0HN BLAIR & COMPANY Captain Stubby and the Buccaneers — from musical mad caps to soft interpretatio Phyllis Brown — The Little Melody Miss Will CBS revise policy to match new NBC plan? First reaction to NBC plan enthusiastic Ennds puts all of $2,000,000 budget on air Narragansett beer to hypo ad activity Macy-O'Neil merger helps prepare MBS for TV role NBC policy change allowing sponsors to buy markets at will (as long as total tab comes to 75% of full net cost) has prompted speculation in trade that CBS will soon make move of its own. CBS had "no comment" at presstime, but top agency timebuyer told SPONSOR CBS top-ranker had assured him change in policy was being developed. CBS tactics at mo- ment, it appears, is to point out to its advertisers and prospects that, on close examination, NBC plan will be found to offer only ves- tige of flexibility. -SR- First reaction to NBC 75% plan among advertisers, agencies was enthus- iastic. "This is step in right direction," was universal comment to SPONSOR. Few believed, however, that there would be widespread drop- ing of top TV markets by NBC advertisers. Pointed out Lawrence Deck- inger, Biow research director: "We made a study of cost-per-1,000 on full NBC network as against markets without TV and found that it would still be more efficient to buy the full net. The stations with the lowest cost-per-home are still those in TV markets." (See story, page 32). -SR- With purchase of "My Friend Irma" over entire CBS 204-station network, Ennds (Pearson Pharmacal Company chlorophyll tablet) is now believed to be heaviest radio and TV spender among single drug products. Budg- et is estimated at over $2,000,000. It now goes 100% to radio and TV, Ennds having dropped all printed media. In addition to "Irma," Ennds has "Hollywood Opening Night," CBS-TV, Gabriel Heatter newscast on 321 MBS stations (SPONSOR, 7 May 1951), and spot radio. Agency is Harry B. Cohen Advertising Company. -SR- Switch of Narragansett beer account from Providence, R. I., Standish, Inc. agency to Cunningham & Walsh, New York, represents bid of one more regional beer for expansion. Increased competition from national brands was among factors which led Narragansett to sever profitable longtime connection with Standish and plan stepped-up campaign. Bill- ing last year was about $1,200,000, large slice of it for radio, TV sponsorship of Boston Red Sox games and spot radio in New England. -SR- Though Mutual has no present network television operation, net may be laying groundwork for its TV future with present consolidation of ra- dio and TV interests agreed to by Thomas S. Lee Enterprises (owner of Yankee and Don Lee nets) and R. H. Macy. Merger was engineered by dynamic Mutual board chairman Tom O'Neil (who is also v. p. of General Tire & Rubber and president of Thomas S. Lee Enterprises) ; it is in- tended to strengthen entire MBS operation. Reminder that MBS may en- ter net TV scene once freeze lifts was furnished recently when KFEL, MBS applicant for TV station, took lead in bringing closed-circuit telecasts of World Series to Denver. SPONSOR. Volume 5. No. 22. 22 October 1951. Published biweekly by SPONSOR Publications. Inc.. at 3110 Elm Ave., Baltimore. Mil. Executive, Editorial. Circulation Office 510 Madison Ave.. New York 22. $8 a year In TJ. S. $9 elsewhere. Entered as second class matter 29 January 1919 at Baltimore. Md. nostoftlce under Act 3 March 1879. Itl I'OIM TO SPONSORS for 22 October 1051 Rybutol will saturate N. Y. air for 4 weeks Anti-trust suit may benefit sports sponsors Resentment of set owners spurred case Mark Woods now potential ABC customer Boxscore on TV stations now at 109 Rybutol vitamin B complex hits New York today (22 October) with satu- ration campaign which will use 1,200 radio, 250 TV announcements in 4 weeks, costs $100,000. Product, which sells for $5.95 (including test bottle worth $1.95), has been launched by previous "area saturation" campaigns in Los Angeles and Chicago, also leaning heavily on radio and TV. In addition to announcements, Rybutol (product of Vitamin Corporation of America Laboratories) will sponsor one hour "Lorraine Cugat Show" over ABC-TV, "Sports of the Night," 5-minute WCBS-TV late Saturday night sports roundup. -SR- Government anti-trust suit against National Football League may be boon to sports sponsors. If governnent wins, promoters will have to abandon present policy of selling only limited rights for telecast or broadcast. Fact that sports world itself believes government has good case is indicated by action of baseball major leagues which dropped rule governing sports broadcasts only one day before introduction of suit. Apparently tipped off, majors eliminated possibility of anti- trust action against them by suddenly returning negotiations over air rights to individual clubs and dropping long-standing rule 1-D pro- tecting minor league clubs from broadcasts within 50 miles of their parks. -SR- Government action against sports promoters (above) was spurred by re- sentment of TV set owners, who have complained loudly about limited sports coverage as well as theatre TV and possible pay-as-you-see TV takeover of sports programing. Measure of viewer resentment is pro- vided by latest survey among members of TV Critics Club, New York-area audience reaction panel set up by Maxine Cooper. Objection to with- holding of sports from home screens was expressed by 74.2% of male, 72.5% of female respondents. Only 15% had "don't care" attitude, with many of 190-odd panelists appending violent comments along "we've been cheated" lines. Survey was conducted in September. -SR- Madison Avenueites were chuckling at what might happen when Mark Woods gets moving in his new role as agency partner after first of year. Woods sat out period of increasing divorcement from authority during his last months as ABC vice chairman. But now he'll be potential ABC customer. To be called Woods & Warwick, new agency will couple Woods' years of leadership in radio with J. R. Warwick's 20 years of agency experience. Warwick is former v. p., director of Warwick & Legler, started with Frank Presbrey Company in 1951 . -SR- Because of TV's freeze, figure of 107 existing TV stations has itself become frozen in minds of most ad men. But actual total of stations available for use by advertisers has gone up recently to 109. Best known is addition of WLTV, Atlanta, which went on air 30 September. But also available to American advertisers is XELD-TV. station in Mex- ico which covers rich Texas Rio Grande Valley. Unlike border radio stations, which have had poor reputation since days of goat-gland spe- cialist "Dr." Brinkley, XELD-TV is run along lines of American out- lets, is repped by Blair TV, has basic CBS affiliation. SPONSOR n o^JLpay. "m! p rfff* Students at North Dakota Agricultural College recently conducted an independent survey among 3,969 farm families in a 22-county area around Fargo. Each family was asked, "To what radio station does your family listen most?" 3,120 of the families named WD AY; only 174 named Station "B"! WD AY WAS A 17-TO-l CHOICE OVER THE NEXT STATION — A 31/2-TO-1 FAVORITE OVER ALL OTHER STATIONS COMBINED! Fargo-Moorhead Hoopers prove that WDAY consistently gets a 3-to-l greater Share of the "in-town" Audience than all other stations combined*! BMB figures and mail-pull stories also prove that WDAY "hogs the show", throughout the entire Red River Valley! Write for all the facts today, including availabilities. ^Despite the fact that the other three major networks maintain local studios! WDAY • NBC • 97° KILOCYCLES • 5000 WATTS FREE & PETERS, Inc., Exclusive National Representatives DIGEST FOR 22 OCTOBER 1951 VOLUME 5 NUMBER 22 ARTICLES Bab-O bounces back With a competitor cutting deeply into Bab-O sales, the Babbitt Co. over- hauled entire radio/TV ad approach and put Bab-O on the upgrade again The truth about Red Channels: Part II SPONSOR interviewed "Counterattack" head men Kirkpatrick, Keenan and McNamara for their side of the story; here's what they said NBC's new radio plan Questions and answers explaining exactly how NBC's new policies will affect advertisers, with opinions from advertising and industry executives ¥ <#it'ff learn plenty at radio-TV work sessions Highlights from just-concluded Ohio State Advertising Clinic, which show how down-to-earth ad meetings can get M hat radio should know about selling retailers Joseph Ward, president of ARBI, lambasts industry for bad copy, poor teamwork and salesmanship, glamour-boy announcers How to convert ati I »l drama to TV SPONSOR examines how Bristol-Myers turned its veteran radio "Mr. D.A." into a TV drama, using the same acting, writing, producing talent Carolina Riee is going places tvith a jingle A clever jingle, plus saturation spot radio, lifted Carolina Rice into three- to-one leadership in tough New York market COMING The truth about Ri*d Channels: Part III A further examination of the dangers of "blackmail" and "blacklist" with industry suggestions for alternative action Out-ol'-home listening SPONSOR brings the out-of-home listening situation up to date. The latest roundup indicates no lack of authoritative data on radio's big plus .So you think you own your own jingle! Many advertisers actually do not own performance rights to the music for their singing commercials. Here's how the sponsor can safeguard his rights 27 30 32 35 30 3H 40 5 Nov. 5 J%ov. DEPARTMENTS MEN, MONEY & MOTIVES 6 510 MADISON 10 NEW AND RENEW 17 MR. SPONSOR: H. M. WARREN 22 P. S. 24 RADIO RESULTS 44 MR. SPONSOR ASKS 46 TV COMMERCIALS 50 ROUNDUP 54 AGENCY PROFILE 56 SPONSOR SPEAKS 96 COVER: Radio circles are buzzing about the accelerating activity at Mutual Broadcasting System. On the heels of a dynamic new pro- graming hook-up with Metro-Goldwyn-Mayer has come word of a merger of broadcast in- terests involving General Tire & Rubber Com- pany (owner of Yankee and Don Lee nets) and R. H. Macy which it is believed will give MBS itself increased strength. The man mainly responsible for these developments is Thomas F. O'Neil, MBS chairman of the board and top executive of both Yankee and Don Lee. He is shown seated at his desk going over plans for expansion with Willet H. Brown, president of Don Lee (see editorial, p. 96). Editor & President: Norman R. Glenn Secretary-Treasurer: Elaine Couper Glenn Managing Editor: Miles David Senior Editors: Erik H. Arctander, Frank Rasky, Charles Sinclair Ass't Editors: Fred Birnbaum, Lila Lederman, Richard A. Jackson Art Director: Howard Wechsler Vice-President - Advertising: Norman Knight Advertising Department: Edwin D. Cooper (Western Manager), George Weiss (Trav- eling Representative, Chicago Office), John A. Kovchok (Production Manager), Edna Yergin, John McCormack Vice-President - Business Mgr.: Bernard Piatt Circulation Department: Evelyn Satz (Sub- scription Manager), Emily Cutillo, Joseph- ine Villanti Secretary to Publisher: Augusta Shearman Office Manager: Olive Sherban Published biweekly by SPONSOR PUBLICATIONS INC.. combined with TV. Executive. Editorial, Circulation and Advertising Offices: 510 Madison Ave.. New York 22. N. V. Telephone: MUrray Hill 8-2772. Chicago Office: 161 E. Grand Ave.. Suite 110. Telephone: SUperlor 7-9863 West Coast Office: 6087 Sunset Boulevard. Lo« Angeles. Telephone: Hillside 8089. Printing Office: 3110 Elm Ave., Baltimore 11. Md. Subscriptions: United States $8 a year. Canada and foreign $9. Single copies 50c. Printed in V. S. A. Address all correspondence to 610 Madison Avenue. New York 22. N. Y. Copyright 19BL SPONSOR PUBLICATIONS INC. WEEKDAY HOOPERS Shreveport City Zone 12:00 Noon to 6:00 P.M. March-April* ^RNo0 KWKH 3I.7 t949 "B" 29.7 KWKH 4I.6 t950 "B" 26.8 KWKH 45.3 195t *B* 21.3 JLhis chart shows that KWKH led the Weekday-Afternoon Shreveport Hooper parade for March and April of 1949, 1950 and 19511 Yes, and look at the margin of superiority. In 1949 KWKH got 6.7% more listeners than our nearest competition. By 1950 we were getting 55.2% more listeners. In 1951 we were 112.7% ahead of Station "B" — or fifteen times as great a "plurality" as in 1949! But KWKH is 50,000 watts — gets 89% of its listeners outside Shreveport. BMB Report No. 2 gives KWKH a Daytime Audience of 303,230 families in 87 Louisiana, Arkansas and Texas counties. 64% of these families listen to KWKH "6 or 7 days weekly"! What other facts would you like? Your Branham represen- tative has them! Yj KWKH DAYTIME BMB COUNTIES Study No. 1 Spring, 1949 KWKH ^latest available at press time. 50,000 Watts • CBS Texas SHREVEPORT f LOUISIANA The Branham Company fi| Jk^lrj^it Representatives r%rlM*H Henry Clay, General Manager / *« ^ ^y.***"***^ Industrial Expansion that's what you like about the South's Baton Rouge To be specific, here's what is al- ready announced this year in the way of concrete, immediate expan- sion: NAME OF COMPANY Aroniatics Refining Co Ethyl Corporation ical Kaiser Aluminum & Chi-n Corp. Sol\a> Proee^s Division of Allied Chemical & Dye Corp. Gulf States Utilities Company Ideal Cement Company Naupaluek Chcmieal Division of 11. S. Rubber Co. Consolidated Chemicals, Inc. Baton Rouge Tin Compress Esso Standard Oil Company AM0UNT SI 1,980,000 4,041,000 14.000,000 15,000.000 22.380. OOO 4.162,400 2.000,000 300.000 38,532 3,040,000 §77,091,932 Plus: Lone Star Cement's new factory, expenditure not yet announced; U. S. Army's $2,500,000 ware house at Sharp Station; Delta Tank Mfg. Com- pany's $7.0011.0110 defense contract to make shell casings, Gel on the powerhouse station in expanding Baton Rouge — WJBO — and do sonic >ah'~ expansion of your own! A 5,000 watt atfiliate in Baton Rouge, La. AFFILIATED WITH THE STATE-TIMES AND MORNING ADV0CAT9 FURTHER DATA FROM OUR NATIONAL REPRESENTATIVES GEORGE P. HOLLINGBERY CO. by Robert J. Landry In earlv November the first "Sylvias" will be presented by the Sylvania Television Awards, under the administration of the Roy S. Durstine advertising agency. The accompanying comments of the jury as formulated by Foreman Deems Taylor will not. at a guess, be edifying to those who assume, out of their own private enthusiasm, that all is right as right can be in television. The Sylvania jury has been a tough jury, a council of perfection and a chorus of jeers. Its praise has been hard to win unlike the first year Peabody Awards in radio which indulged in careless rapture, lavishing medals and certificates for neatest dresser and nicest guy. * * * Over-all, as reflected in some 80-plus kinescopes, the current qual- ity of American telecasting is, quote, "appalling" as to dead-level mediocrity, imitative repetition, and cameras with chronic stiff necks. These strictures persist even in the face of some isolated merit and despite a mild remonstrance (the jury's only instruction) to re- member that Broadway is the heir of 400 years of theatre and Holly- wood the heir of 50 years of movie-making, while TV is quite new. Newness does not sufficiently explain or excuse some of the sloppy work in TV. Extended sessions over several days convinced the jury that, despite technical progress in the past year, video is still a pretty crude entertainment form. Indeed any radio, magazine, advertising, or film man exposed to the accumulative impact of these 80-plus kinescopes would be inclined to revise his time table. For TV the worst (in problems) is very definitely yet to come. Current averages in quality just aren't good enough for the future. * * * No doubt it will be contended that the Sylvania jury was too "high brow." but that is no adequate rebuttal. Jurors with Deems Taylor included the following: James M. Farley, Coca Cola chairman: President Robert Johnson of Temple University; Dean Ken Bartlett of Syracuse; Oscar Serlin of "Life With Father" fame; Doroth\ Draper, the decorator; Karl Struss, dean of Hollywood cameramen: Robert J. Landry, of you know where, and three spokeswomen for ladies' groups, Mrs. John E. Hayes. Mrs. H. C. Houghton, Mrs. Claire Senie, and Mrs. Ruth Farbman. Certainly the first judging and the first voting for "Sylvias" is replete, for those thoughtful enough to be interested, with historic, commercial, and artistic significance. At the risk of over-simplifica- tion, the jury's ordeal by kinescope seems to establish these truisms: 1. Kinescopes are not ideal samples for judging. 2. Some kinescopes submitted to the jury were below ;t program's known standards, had not been chosen wisely, or edited. 3. The TV "naturals" tend to be veteran vaude-radio performers, i Please turn to page 72) SPONSOR mmance The successful WCFL "Sports-Music-News" Formula -now brought to fullest realization ! Here is proved and constantly improved 3-Power Programming that captures, holds, and builds potent listenership. It makes this independent station a major factor in your Chicago Market strategy. •^td SPORTS NEWS MUSIC that command the DOMINANT audience! Sensational White Sox baseball — the complete schedule for '52 . . . Notre Dame football Classics . . . Chicago Cardinal football (a WCFL exclusive) . . . outstand- ing hockey, tennis, and basketball events, race results ... a// identify WCFL to masses of listeners! (of DOMINANT interest— timely, most complete! The only station in Chicago that presents hourly newscasts, all of them especially edited and written by the newscasters themselves: crack newsmen John Vander- cook, John T. Flynn, Vic Barnes, Bill Hamilton and others . . . —the Common Denominator of every listening mood! Star disc-jockeys Bill Evans, Mai Bellairs, Marty Hogan, Howard Miller . . . bal- anced by such vastly-popular symphonic shows as the Music Lovers Hour, one of radio's oldest, best-loved classical programs. WE PLANNED IT THAT WAY-to achieve ever-greater WCFL 50,000 watts • 1000 on the dial The Voice of Labor 666 Lake Shore Drive, Chicago, III. Represented by the Boiling Company, Inc. WCFL LISTENER-PULL! PUT the pull of "Dominant-Three" programming effectiveness to work for you ! Call George Isaac at WCFL, or contact your Boiling Company representative. — Now affiliated with the Liberty Broadcasting System 22 OCTOBER 1951 PEOPLE sell betti Ct» JR.C*#18SO — ««■* * W > PRODUCTS SEEM EXTRfV.HY LAUDABLE. Have you ever seen people standing on hard concrete floe or sitting on the edge of their seats for half an hour at a time, ji reading advertising? We haven't. But here's something we have seen : People standing on hai concrete held in rapt attention by an auctioneer's magnetic voii Hear this exciting show for executives. We have no intention of auctioning off radio time, but < have decided to take our own advice and use people (of all thing to sell radio. As a result, we've prepared a kind of transcri radio show for executives. It can only be described as a lav extravaganza. It's called "This . . . is NBC." ian paper ...WHEN YOUR ADVERTISING'S AUDIBLE "This ...is NBC" features NBC's 1951 radio stars, recorded rom Hollywood to London, a 27-piece orchestra playing especially imposed music, three sound-effects men, and a factory in Har- ison, New Jersey. But principally "This . . .is NBC" contains an honest, real- itic appraisal of network radio today — and specifically, the radio etwork that reaches more people than any other advertising force l the world . . . NBC. We think that you'll want to know where network radio Itands today. And we're certain that you'll be entertained by This . . .is NBC." So please use your warm, convincing human oice to make a date with us. We'll be happy to put on a show for ou. Call us for a booking today. MBC Radio Network a service of Radio Corporation of America all suniixuear at CKAC What a cloudburst of mail we saw this summer! In June, July and August, considered "slow" months in some quar- ters, we at CKAC received a total of 1,951,422 mail re- turns— more letters than in any other three-month period ever1 Advertisers have always known this fact: whatever the season, CKAC brings results — at lowest cost per listener! I CBS Outlet in Montreal Key Station of the TRANS-QUEBEC radio group CS&6 MONTREAL 730 on the dial • 10 kilowatts Representatives: Adam J. Young Jr. - New York, Chicago Omer Renaud & Co. — Toronto Jiadisan LANDRY TOPS I think your "Men, Money and Mo- tives" reaches a new high in witty and provocative commentary on the bewil- dering panorama we call advertising. No writer I have followed in my 30 years as a practitioner can hold a can- dle to Robert J. Landry for subtle psy- chological exploring and facile expres- sion. It was slightly coincidental that I thought as I read your current issue how much like Mencken the man could be if he really cut loose . . . and then turning to look up your address, find that you publish out of Baltimore. I am glad Landry does other, no-by-line articles, too. Louis W. Larsen Manager The Ad-craftsmen Advertising Salt Lake City CAREFUL ON THE AIR In your 10 September issue of SPON- SOR you have an interesting article about "Be careful on the air." On page 58 you have a statement which I am bringing to your attention, so that your records may be made accurate. In this paragraph you refer to the ear- ly days of Amos 'ra Andy with a state- ment that even here there were some difficulties, which included protests from the Negro race and a crack-down from the FTC. I am quoting the sen- tence regarding Pepsodent: "Three to 1 1 times more powerful in killing germs than any other leading denti- frice." This "Three to 11 times more pow- erful" statement applied to Pepsodent Antiseptic and never had anything to do with the dentifrice. In fact, Pepso- dent continued to use that statement for years, because they had a large amount of clinical laboratory tests to hark up the statement. I want to congratulate you on put- ling out a very interesting book. II \ui.<>\\ P. Roberts Executive Vice President Goodkind. Joice & Morgan Chicago E. Fellows, president, NARTB: "May I call your personal attention to what I consider to be an excellent article — the first of two — in the 10 Sep- tember issue of sponsor, entitled. 'Be careful on the air.' "I think it is so well written and so provocative that I recommend your consideration of having reprints made available by NARTB to all its mem- bers. As you know, I have been in the publicity (now better known as 'pub- lic relations') news, special events, and public affairs ,of radio and TV since 1923 and in all this time I cannot re- call having come across an article which can 'top' this one. While, as I say, it is only the first of two articles. I feel certain that the second one will be just as informative and construc- tive." My congratulations to your capable staff and the writer of this fine piece. G. W. (Johnny) Johnstone Director, Radio & TV Public Relations Division National Assn. of Manufacturers New York WJHP SUCCESS STORY We have just received our copy of the 10 September sponsor, and we were very pleased to see that our story had been included in the "Roundup.' We certainly do appreciate having this story used, but we do regret that the station call letters and mention of Jack- sonville, Florida were omitted. Would there be any possible way that this sponsor success story could be credit- ed to WJHP, Jacksonville, Florida, in some future issue of sponsor? M. A. Reynolds General Manager WJHP Jacksonville, Fla. • For details of ihe lax Meat Company's novel approach to air advertising on WJHP, MBS affili- ate in Jacksonville. Fla., see the 10 September "Roundup" on p. 50. Following is an excerpt from a let- ter I sen! to our good friend Harold HARRY LIME NOT "THIRD MAN" My attention has just been called to publicity notice carried in sponsor, is- sue of 24 September, page 2, wherein sponsor says: "Lang- Worth Feature Programs is exultant about its 'scoop' in acquir- ing 52 open-end transcription series. The Lives of Harry Lime, based on movie, The Third Man." Whereas, I do sincerely appreciate your courtesy in giving the new show 10 SPONSOR ooHju v> {y\^X^ Madam, how do you spend your time?" In the WAVE area, people spend 5,141,760 home hours per week listening to radio — against 2,582,573 for television and 1,751,925 for newspapers. WAVE radio reaches more people, for more hours, for less money. Ask Free & Peters! Facts above are from scientific, authoritative survey made by Dr. Raymond A. Kemper (head of the Psychological Services Center, University of Louisville) in WAVE area, July, 1951. Copy on request. 5000 WATTS WAVE LOUISVILLE Free & Peters, Inc., Exclusive National Representatives 22 OCTOBER 1951 11 Ifiou yet a big bonus IN SETS ON WFBMTV INDIANAPOLIS .^-' INDIANAPOLIS WFBM-TV TERRE HAUTE, INDIANA ..-'" The home of WFBM-TV at 1330 North Meridian Street in Indian- apolis is a beautiful new building, designed exclusively for radio and television. Complete facilities for both studio productions and film presentations are available. .^' Says RUSSELL E. ARCHER, Manager ARCHER & EVINGER Television and Radio Parts Wholesalers 1348 Wabash Ave., Terre Haute, Indiana "The channel six antenna is the only one worth-while in Terre Haute (seventy -four miles from Indianapolis) . . . there are now about 2000 sets in Terre Haute and Vigo County.'1 • WFBM-TV is a big plus value for anybody's advertising dollar! Ask the men living outside this station's 60 -mile area (where 171,250* TV sets are currently installed) . . . they'll tell you you're beamed to the HEART PLUS of the lush Hoosier market when you are on Indiana's FIRST station. Thousands of "bonus" sets, in a wide fringe area, are bringing in WFBM-TV exclusively! Plan now to include Indiana's pio- neer station in your recommendations . . . it's today's biggest TV buy! *Source: Broadcasting-Telecasting, October 15, 1951 *ptn,4t t*t *)todia*t4, (fytuutel 6, *)*uUa*tcLfioU [ in All of America's 3rd Market elD MRS. R. O. HEIN, Housewife -Mrs. Hein typifies budget managers in Doylestown's 1,760 radio-owning households. They help buy food worth $2,578,000, apparel worth $723,000 and $591,000 in home furnishings. LAWRENCE F. NYCE, Farm Supplier— Nyce's Supply Yards deal with Bucks Counry farmers who lead the nation in raising of 13 vegetable products. Farming employs more than 1 5 per cent of the county's population. DOROTHY BARTLETT, Antique Dealer- Curio hunters flock to Doylestown and places like Mrs. Bartlett's Pennsylvania Crafts Co. General merchandise stores here sell $1,620,000 worth of goods every year. HOOPER glvoAe. 01 AtubUsuc** J \ 1st 5th 25th 50th 75th 100th 125th THERE'S NOTHING, BETTER THAN.. V. FIRST PLACE! \ \ Of the nation's 144 independent sta- tions rated in this survey by Hooper, KOWH ranks as number one . . . first in afternoon audience and first in share of audience for any individual time period, either morning, afternoon or evening! KOWH has one of the lowest rate cards, delivers the highest daytime audience of- fered by any Omaha station! Advertisers now recognize that independent stations often represent the best buy in an individual market. KOWH is "tops" among the "top" independent stations in America! Sell the Omaha market the wise way . . . with low-cost, high-return KOWH — always first with the finest! Now Represented Nationally By " J u sf Call Boiling ... He '// Coll Us if- Based on the latest available Hooper share of audience for unaffiliated stations including the Omaha and Council Bluffs market (Mar.-Apr., 1951). 12 noon through 6 P.M. J I ' ' Todd Storz Station Manager *frMly Gayiord Avery Program Manager AHA "■Ameiiccfi. Mai.t J!i4.tened-ta 9 nd.ep.endent Statian" i 16 SPONSOR New and renew mini 22 OCTOB ER 1951 1. ISIew on Radio Networks SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration American Chicle Co Bel tone Hearing Aid Co Borg-Warner Corp (Norge div) Cannon Mills Inc Carter Products Ine Coca-Cola Co Colgate-Palmolive-Peet Co Colgate-Palmolive-Peet Co Dawn Bible Students Association General Foods Corp General Foods Corp Lever Brothers Co Philip Morris & Co Pabst Sales Co Ralston Purina Co R. J. Reynolds Tobacco Co Ronson Art Metal Works Inc. Sylvania Electric Products Dancer -Fitzgerald- Sam pie Olian Russel M. Seeds ^ oung & Rubicam SSCB D'Arcv Willi;.. ,. Esty William Esty Gleason Ben Ion & Bowles Benton & Bowles N. W. Ayer Blow War** i* k & Legler Gardner William Esty Grey Rov S. Durstine ABC 237 CBS 149 CBS 53 CBS 146 CDS 148 NBC 171 NBC 171 NBC 36 MBS 331 ABC 104 NBC 171 ABC 72 NCC 147 CBS 194 ABC 291 CBS 153 A EC 118 ADC 71 The Top Guy; W 8:30-9 Pn<; 17 Oct; 52 wks CBS News Roundup (Edwin C. Hill); Sun 4:15- 30 i> in ; 30 Sep ; 26 wks Red Skelton; W 9-9:30 pm; 3 Oct; 39 wks Give and Take; Sat 11:30-12 noon; 6 Oct; 52 wks City Hospital; Sat 1:30-2 pm; 6 Oct; 52 wks Mario Lanza; M 10-10:30 pin; 8 Oct; 52 wks Strike It Rich; M-F 11-11:30 am; 15 Oct; 50 wks Kings Row; M-F 11:30-45 am; IS Oct; 11 wk« Frank and Ernest; Sun 12:45-1 pm; 14 Oct; 52 wks When A Girl Marries; M-F 11:15-30 am; 1 Oct; 52 wks Roy Rogers; F 8-8:30 pm; 5 Oct; 52 wks Lone Journey; M-F 11-11:15 am; 1 Oct; 52 wks Eddie Cantor; Sun 9:30-10 pm; 14 Oct; 52 wks Pabst Blue Ribbon Bouts; W 10-10:30 pm ; 3 Oct; 35 wks Space Patrol; Sat 10:30-11 am; 6 Oct; 52 wks Camel Football Scoreboard; Sat 5:45-6 pm ; 29 Sep; 9 wks Hollywood Stars On Stage; Sun 9:30-55 pm; 7 Oct; 52 wks Sammy Kaye's Sylvania Sunday Serenade; Sun 5-5:30 pm; 7 Oct: 26 wks 2. Renewed on Radio Networks SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration Billy Graham Evangelist Association Club Aluminum Products Co Free Methodist Church of North America Swift & Co Wildroot Co Walter F. Bennett Leo Burnett Walter F. Bennett J. Walter Thompson BBDO ABC 241 ABC 21 ABC 57 ABC 182 MBS 535 The Hour of Decision; Sun 3:30-4 pm ; 4 Nov; 52 wks Club Time; Sat 5:45-6 pm ; 3 Nov; 52 wks The Light and Life Hour; Sun 8:30-9 am; 28 Oct; 52 wks Don McNeill's Breakfast Club; M 9:15-45 am; 22 Oct; 52 wks The Shadow; Sun 5-5:30 pm; 7 Oct; 52 wks 3. New National Spot Radio Rusiness SPONSOR PRODUCT AGENCY STATIONS-MARKET CAMPAIGN, start, duration Zenith Radio Corp Hearing aid MacFarland, Aveyard (Chi.) 120 stns Nat'l I .niiii anncmts; early Nov; 13 wks 4. National Rroadcast Sales Executives NAME FORMER AFFILIATION NEW AFFILIATION Thomas H. Dawson C. Richard Evans Don Foley Edward Petry & Co, N. Y., dir tv KSL, KSL-TV, Salt Lake, mgr NBC, N. Y., package prog sis prom superv CBS Television Spot Sales, N. Y., gen sis mgr Same, also vp Radio Service Corp of Utah WCBS, N. Y., adv. sis prom dir • In next issue: New and Renewed on Television (Network and Spot); Station Representation Changes; Advertising Agency Personnel Changes Numbers after names refer to New and Renew category C. Richard Evans (4) Don Foley (4) W. V. George (4) Bill Gordon (4) John T. Murphy (4) ,\etc and Renete 22 October 1951 4. National Broadcast Sales Executives (continued > Numbers after names refer to New and Renew category William M. Petty (4) D. N. Simmons (4) Sam J. Slate (4) Harry M. Smith (4) Al Goodman (5) NAME FORMER AFFILIATION NEW AFFILIATION W . V. George Hill Gordon Carol Lcvine Jack Lewis Frank W. McLaurin Ole G. Morby John T. Murphy Kit-ran T. Murphy John W. Pace? Thomas M. Peden William M. PettJ Dai id N. Simmons Sam J. Slate Harry Mason Smith Carl M. Stanton Peter Storer Walter J. Teich K in li Thompson Canadian Marconi Co. Montreal. CFCF broadcasting mgr WCTM. Wilson, V C., staff member DuMont, N. Y„ asst to pub rel dir WMBG. WCOD-FM, Richmond, sports- caster KWRN, Reno, sis mgr KNX, Columbia Pacific met. L. A., asst sis mgr NBC. N. Y., exec stn rel dept Crosley Broadcasting ('<»rp. Cine, controller ABC. I\, Y.. acting dir pub affairs WIRE. Indianapolis, asst pro*: dir CFCF, Montreal, clir Home and School on the Air lohn Blair & Co, N. V.. acct exec BBC, N. Y., pros dir WLW. Cine, WLW sis vp NBC-TV, N. Y., talent, prop procure- ment dir Fort Industry Co. Birmingham. Mich.. exec KROS. Clinton. la., gen mgr WOV. N. Y\. member sis prom staff Same, broadcasting mgr. dir pub rel Same, prog dir WPIX, IN. Y.. asst to pub rel dir Same, prog dir Same, gen mgr Station Relations. CBS Radio Division. L.A.. west- ern div mgr Crosley Broadcast ing Corp. Cine, tv operations vp Same, also vp Same. dir pub affairs WAOV. Vinceiines, Ind.. gen mgr Same, superv pub sve prog Same, vp WCBS, N. Y.. dir prog, spec events Crosley Broadcasting Corp.. Cine., sis vp Same, com ml prog planning dir WJBK, WJBK-TV. Detroit, pub sve dir KOEL, Oelwein. la., gen msr Same, pub dir 5. Sponsor Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION Fd Altshuler Al Goodman Robert It. Osburn W illiam H. Preis Ralston P. Reid L. Swan Advertising, sis prom activities Benras Watch Co. N. Y., member sis staff Totii Co, Chi., print adv mgr Grand Union Co. N. Y., route div sis mgr General Electric Co. IN. Y.. industrial adv mgr < apparatus marketing div ) Willy-Overland Motor. Inc. Toledo, adv mgr K ay e-H albert Corp, L. A,, natl dir ad\ , pub rel Same, asst sis mgr Lever Brothers Co, N. Y*., asst adv brand mgr (Lux toilet soap. Lux flakes. Silver Dust) Same, div gen mgr Same, asst mgr div's adv. sis prom dept Same, adv. merch dir 6*. \«'ir Agency Appointments SPONSOR PRODUCT (or service) AGENCY Adams Brands Sales Ltd. Toronto Baker Brush Co Inc. N. Y. Bost Bakery Inc, Shelby, N. C. Buck in a n Laboratories, Memphis C. B. Drug Co. Charlotte, N. C. Charis Corp. Allentown, Pa. Crotty Brothers Inc. Boston Detroit Chemical Specialties Inc. Detroit Flmira Filter Tip Corp. F.lmira. N. Y. Farmers Dairy. Charlotte Fmerson Sales Corp, !N. ^ . Federal Depart in cut Stores of Ohio II. L. Iluhhell Mfg Co, Zeeland, Mich. Hudson Pulp and Paper Corp. New York Jenny Inc. Cincinnati Kiwi Polish Co, Phila. Leo's stores Inc. Ohio. Indiana, Kentucky Maine Devel Mandce Fabrics Me, men Co, Ne icnt Commia Inc, N. Y. ark Augusta Narragansetl Brewing Co. Providence Noble Pine Products. Newark, N. J. Pan American Labs Inc. Miami Pepsi-Cola Bottling Co of Chicago. Chi. Pioneer Corn Co. Tipton. Ind. Seal Bit. < aulking . in. > Win. ( o. Hammondsport, IN. Y. Whit.- Oak UreS Inc, Monro.-. V C. Canadian div American Chicle Co Baker paint brushes Baked goods Budcrma oinlment C.B. insect spray Brassieres Food ser\ ice management Cleaner and polish Cigarette holder and filter Dairy products Badio. t\ sets Department stores Home furniture manufacturer Paper napkins Women*- apparel Shoe polish Auto supply outlets Slate commission Rayon fabrics Mcnnen's men's line Narragansetl ale and beer Drug manufacturers Benephyll oral solution Pepsi.Cola I!) hrid corn Caulking compounds Loans Gold Seal wines K^c-. poultrj Dancer-Fitzgerald-Sainple. N. 1 .. Toronto Gilligan & Gore. N. Y. Walter J. Klein. Charlotte Merrill Kremer. Memphis Walter Klein, Charlotte, N. C. Dorland. N. Y. James Thomas Chirurg. Boston Saeh Studios. Detroit Wesley Associates, N. Y. Walter J. Klein. Charlotte Jules Mirel, N. Y. W. B. Doner and Co, Detroit Denman & Baker. Detroit Blow, New York Associated, Cincinnati W . Farl Bothwell, N. Y. t.iienther. Rrown & Berne ne. I Simonils, Payson Co, Portland William Wilbur. N. V Kenyon & Eckhardt, N. Y. Cunningham X Walsh. New tork R. T. O'Connell Co, V >. August Dorr. Miami Buchanan. Chi. « ompton. i !.i Davis-Daniels, Detroit E. II. Brown. Chi. ft Ml time buy on the market WCAU spot announcements have a long-time record for effectiveness. In 1936 when station breaks were a novelty, the Breyer Ice Cream Company signed with WCAU for 12 nighttime news-flash announcements per week. This early radio advertising by Breyers on WCAU was so successful that ths Breyer Company expanded its schedule in Philadelphia and other markets. This year Breyers renewed its 12-times-a-week nighttime contract — just as it has done every year since 1936. These consecutive renewals with WCAU are the best proof of the effectiveness of WCAU nighttime spots. And by calling WCAU, we can help you attain the same radio success for your product that was created by the familiar telephone ring announcement, "Hello! Breyers calling." WCAU The Philadelphia Bulletin Station CBS affiliate • 50,000 watts Represented by CBS Radio Sales 22 OCTOBER 1951 19 §pii^r e ^ b'«e vU**:!^ :^y * -.«« And Video • conscious 01 ^ s lmed since nej his Vdc^t Worlds/' ^it- -War o^^rams. *i££l«dJtt hitn- P^t^tion* *£ Vrnie, '" cinating. ro*>u tj„, i*vf- -,nd a {a , nii»cio«s ol >£h S^ Stance < «e n^ecn! the E^l We ei6 alvesdV ^cTin^^L---^; Orson- v<* J»t *e> U« The Pittsbui Rodjo^iJs!£i^ Sef for |S|£ Orson Welles o ^^§ •el ifrit S.n.s B*.-'« ^ ,$ Coming over Here -Once upon »<»«'• ^ -One A rnuplP "' "'*,'. -M-n From W»-»",.^"l„R^'nvrr."|Af'"i> ■ in ill JrtlT i linn ft „P l have SOW *** • tnries are writ'en . iu rf»j» . > ^bj «c v:;r-TBhre Th^iM^ttawrt ** vender .nd -<* u ^ w w *;;;. s* of .h. >»«• e«x>r »t«<*; Harry A jvjotiurtMj rinen ^r» » - .tJf2| New Radio Show By Orson Welles Moving to U. S. i m Harrjj "Third most senssW Research Foundation. 22 SPONSOR WREC Keeps Step with the forward march of Radio Advertising Values . . . IIIDCr From *a*^* av*table 0*49) BMB measurements, WREC III H t L covered 448,890 radio homes, the highest m its history to that date. ► III R P f Ho°Per rafJn9s average higher than any other LUllCL Memphis Station. Ill D C r ra*e *n cos* P*r thousand listeners has gone down UJ n C L 1 0. 1 % compared with 1 946. Affiliated with CBS, 600 Ke. 5,000 Watts 22 OCTOBER 1951 WREC IS FIRST IN COVERAGE in the rich 76 county Memphis market, largest market area in the South, with a two billion dollar buying potential. The Memphis market rates 13th in the na- tion's wholesale volume of trade. u» WREC Memphis N9. 1 Station Represented by The Kati Agency, Inc. 23 SPURRED *#rw With gamecock action we are winning sales battles right in the heart of the richer-than-ever,. Carolina Piedmont - ~ (Spartanburg-Greenville) Area. And, at the same time, we are delivering the largest listening audience on any station in the area.'* WSPA personalities — Jane Dalton, Farmer Gray, Cousin Bud, Ed McGrath, Ace Rickenbacker — plus smart programming and the greatest CBS shows are responsible for that! •BMB Report No. 2. Represented By John Blair & Co. Harry E. Cummings Southeastern Representative No. 1 CBS Station For The Spartanburg -Greenville Market Roger A. Shaffer Managing Director Guy Vaughan, Jr. Sales Manager 5,000 WATTS 950 KC South Carolina's Oldest Station SPARTANBURG, S. C. \ew developments on SPONSOR stories S©ei "The case for California radio'" Issue: 24 September 1951, p. 40 Subject: Eastern ad men are made aware of Southern California's economic growth by SCBA's Bob McAndrews Robert J. McAndrews. managing director of the Southern Cali- fornia Broadcasters Association, migrated eastward recently to ac- quaint timebuyers and agency executives with the radio sales-produc- ing bonanza to be found in Southern California. His ammunition: hard-hitting facts and figures from the files of 59 radio stations in the area. Now, a cross section report from 23 of the area stations gives would-be advertisers and their agencies a station eye-view of eco- nomic growth as reflected in their earnings. Top credit for the rise: a growth in local business with national spot second, and network slightly off. It shows that local advertisers are aware of the air advertising fertility of the home market; some- thing the SCBA pitch is slated to do for regional and national bank- rollers. The growth in dollars and cents: comparing the first six months of this year against a similar 1950 period, 18 of the 23 stations reported revenue up; the average rise 35%. KOWL, Santa Monica, the median station reported an 18% income jump; KPAS, Banning, was 300% ahead. Other stations, including KCBQ. San Diego, and KOWL noted they've hit the highest income figures in their broad- casting history. Only three stations noted lower income. See: "Beer on the air" ISSUe: 23 April 1951, p. 30 Subject: Brewers continue to increase radio/ TV budgets to fight for brand su- premacy Breweries generally sponsor news programs, variety shows, and late-evening sporting events — programing aimed primarily at men. But the Peter Hand Brewery Company of Chicago and their agency, BBDO, recently tried a new approach: beer programing aimed at the female audience through WBBM's Jim Conway Show, a 15-segment Mondays, Wednesdays, and Fridays, 7:45 to 8:00 a.m. A presenta- tion by the WBBM sales promotion department showed Peter Hand and BBDO executives the value of such early-morning programing. Incorporated in the WBBM presentation was research on beer drinking made by Modern Brewery Age, Cosmopolitan, and the Psychological Corporation (for the American Can Company). The surveys included showed that approximately 65% of all women and 85%) of all men drink beer; that beer is universally popular regard- less of family income; that 79% of the women serve beer at home against 82% for the men — a very close margin for what has been traditionally regarded as a man's beverage; that 48% of beer pur- chases were made in grocery stores. This latter point clinched the decision to aim a Peter Hand program at the housewife. Another important factor in the decision was the success of Lig- gett & Myers Tobacco Company I Chesterfield) with daytime radio and Arthur Codfrey. By advertising their cigarettes to women dur- ing the day and encouraging them to "buy 'em by the carton" their sales zoomed upward. Now. IVtei Hand Brewery Comparrj thinks il will have helped initiate a new advertising concept for breweries with their WBBM early-morning airer. 24 SPONSOR THE SAME FORMULA FOR TEN YEARS - the formula which spells SERVICE TO AGRICULTURE — that is the secret of KVOO's great Farm Department which this month celebrates 10 years of outstanding service to agriculture in the Southwest. The ownership and management of this station are proud of the accomplishments of the KVOO Farm Staff but, more than this, here Is what others have to say: "Much of the progress made in agriculture and better home living throughout the state is a result of the fine work the KVOO farm department is doing ... we credit much of our progress to the cooperation we hove had."— OKLAHOMA A. & M. COL- LEGE EXTENSION. "In 1950 OWahoma farmers used 19 times as much fertilizer as in 1940 . . t It is significant that KVOO's Farm Department hcis been active the past decade,"—- NATIONAL FERTILIZER ASSOCIATION. "To youf form department goes a great deal of credit fat work has ortained/'—OKLAHOMA 4-H CLU8S. the high plane which 4-H "Your efforts hove contributed immeasurably to the fact that the estimated dollar value of Oklahoma land is now far above the national average. Not so many years ago this was not the case.'-GOVERNOR, STATE OF OKLAHOMA. "Your station has given us outstanding results and that is why we have stayed on it year in and year out . . . while sales throughout Oklahoma are generally fine, our intensified sales match very closely with your primary coverage map."— DR. I. E. ::::::::LEGEAR MEDICINE CO. "If Som Schneider and KVOO hadn't done a good job, we certainly Would not hove WrWir^commencled this type radio program (Rural Route 1 F7D) as our major radio effort in the important groinbelt area."— RALSTON PURINA COMPANY. For the opportunity of serving our great Southwest we are grateful; to our many good clients, some of whom have been with us 10 years without interruption, we say "thank you," and to all we promise continuing devotion to our ideal, to perform consistently in the service of agriculture to the end that our nation may be stronger, happier and wealthier in the basics of our nation — a virile agriculture! Write for the KVOO farm story, just out, entitled "Actions Speak Louder Than Words." It's yours for the asking. Address KVOO Farm Department. Ralston Purina WAft^AMAmA % ANCHOR. >• *V AG -STONE \L> Dr . L. D. Le Gear Medicine {/nnftatu/ G7Uafwm\ vears of successful daytime radio- plus-premiums, had been at the head of the list of cleanser sales for too long. However, once the threat of tin- Jersey City contender was recognized, the strategy meetings started in the New York Cil\ headquarters of Bab-O. Since Bab-0 is by far and away the leading product of B. T. Babbitt, and 11 OCTOBER 1951 27 B. T. Babbitt's air ailvertising has gone through experimental, "class" and soap opera stages, is now I J. Experimental phase of Bab-O air- selling saw cleanser make its radio bow with Guy Lombardo on CBS in 1932 2. Prestige air vehicle, "Little Miss Bab-O" on NBC, followed in 1934, 1935. starred Mary Small; was a flop ,*{. Soaper cycle of Bab-O radio started in early 1936 and ran until the beginning of this year, and included "David Harum" (I.) and "Nona From Nowhere" (r.). Coupled with intensive premium campaigns, they helped Bab-O sales, then faded receives something like 75% of the firm's ad budgets (varying in recent years from totals of $2,000,000 to $2,500,000), Bab-O was the key topic in these planning sessions. Something had to be done — and done quickly — about the Babbitt sales curve, which was going down in 1950. After progressing upwards in a smooth curve from a 1936 annual net sales pace of about $3,500,000 to a quad- rupled 1949 level of $16,867,366, the net sales figures for 1950 looked as though they Were going to be not much more than $15,000,000. Mean- while, Ajax was adding new customers daily and was now accounting for al- most one-third of all cleanser sales. One of the first things Babbitt did was to go to the American housewife —some 10,000 of them — to find out what she actually wanted most in the way of a cleanser. From coast-to-coast, Babbitt interviewers rang doorbells and quizzed homemakers. Result: Babbitt discovered that, thanks to Ajax's hard-hitting cam- paigns, what the housewife wanted was a cleanser that foamed and a cleanser that smelled good when she used it. Babbitt went right to work. Here's what Babbitt later reported to its sales force and to the trade as to the changes created by the survey: ". . . chemists in the Babbitt labora- tories developed the new formula that makes Bab-O the 'World's Sudsiest Cleanser.' This claim has been authen- ticated by a series of tests conducted at the laboratories in Albany. All How Bab-O bounced back in elettnser sales 1. After Ajax, Colgate's postwar cleanser success, began to bite deeply into Bab-O sales last year, B. T. Babbitt decided that overhaul of the product and firm's advertising was due. Sales had dropped by $1,500,000 annually. 2. National survey was made to find out what housewives wanted most in a household cleanser. Results showed that "foaming" cleansers were in demand, as well as those that smelled nice. Bab-O chemists then worked out a new cleanser formula that contained both in abundance. •"{. The Duane Jones agency formula of soap-operas-plus-premiums, which had done well for Bab-O in the I930's and I940's was ditched. When Jones and Babbitt found they couldn't see eye-to-eye, Babbitt hunted a new agency. 4. William H. Weintraub was selected, late in 1950, as the new ad counsel. The new agency promptly worked out a new campaign on the theme of "No Sink Smog" and began applying it to radio and TV. !i. Following plans laid down by Weintraub v. p. Harry Trenner, Babbitt went into a daytime radio operation with five-minute newscasts on Mutual which has all the flexibility and impact of a spot radio campaign. 6. Soon afterwards, in January 1951, Bab-O added Saturday-morning TV on ABC with "Two Girls Named Smith." Video has proved so successful that Bab-O has dropped "Two Girls" and now sponsors a portion of the NBC-TV nighttime "Kate Smith" show on alternate Wednesdays. And radio-TV combination has teamed so well that Bab-O sales are rising steadily, may yet see Bab-O in No. I spot. 28 types of cleansers were studied, under every possible working condition. The results proved conclusively that the sudsing content and sudsing action of the new Bab-O is higher than that of any other product in the cleanser field. "Recent research (Babbitt also told the trade) has also proved that the presence of a pleasant fragrance in a cleanser is a tremendously strong sell- ing factor. As a result of these tests, the Bab-O formula now contains this clean, fresh fragrance shown to be most popular with housewives." While the product was in the stages of being overhauled to meet the com- petitive situation ( and the demands of the consumer), Babbitts top brass, with Advertising Director Robert Bren- ner, started mapping new ad strategyr to sell the revitalized Bab-O. This meant the virtual scrapping of an advertising formula that had made Bab-O a sales success. Ever since the day in 1935 when agency man Duane Jones (currently having his own prob- lems) came in and asked Babbitt offi- cials for "a couple of your worst mar- kets" to try his strategy, the formula had seemed to click just fine. In fact, according to Jones, Bab-O was selling in 1935 at a rate of about 600,000 cases a year, with an advertis- ing allowance of some 720 a case. True, Bab-O was a firmly -established item I the Babbitt firm was then about 100 years old), but no great success, in term's of today's sales. Bab-O had used radio in the pre- Jones days, with some mixed success. Backing its air efforts with lush roto- gravure spreads, Bab-O first went on the air with Guy Lombard o's Orches- tra for a two-month run in February 1932 in a Saturday, 7:30 to 7:45 p.m. SPONSOR modern radio-TV balance of daytime radio and big-time TV -J. New approach started early in 1951, after Babbitt dropped the Duane Jones agency, and acquired William H. Weintraub. Present strategy is to use blend of TV and radio programing, backed by newspapers; budget totals $2,500,000. Shown above is the way Bab-O merchandised ( I ) its detergent-action cleanser, recently overhauled, and (2) its radio, television and newspaper campaigns to retailers slot on CBS. There followed various daytime shows, such as Bab-0 Bright Spot Friday mornings on CBS, and later Little Miss Bab-O's Surprise Party Sunday afternoons on NBC, with Mary Small. This brought Bab-0 up to late 1935 . . . and Duane Jones. As soon as he had landed the ac- count, Jones scrapped the "prestige" type of radio then being used, and went into the un-glamorous but pro- ductive realms of daytime radio. Early in 1936, Bab-0 bought a Monday- through-Friday soap opera, David Harum, on the old NBC-Blue, in the 11:45 to noon spot. (It later moved to NBC, then CBS, then back to NBC in various daytime slots.) Jones then uncorked his Sunday Punch: radio- sold premiums. In the late 1930's and early 1940's. premiums were relatively new, and added a strong noveltv value (as well as real sales results) to Bab-0 selling. Not everybody was using them either, so a good premium campaign stood out in the field. The first big Bab-0 air premium campaign, on David Harum in 1930. was for flower seeds. The offer, made on a 19-station network, pulled in some 275,000 Bab-0 labels and dimes, at a startling cost of 3.9<£ per inquiry. Later research by the Jones agency showed that between a third and a half of these "sampled" consumers were stay- ing on as regular Bab-0 customers. Duane Jones parlayed this Bab-0 success in daytime radio for all it was worth. In the middle of 1943, Lora Law ton, a second soap opera, was added on NBC and ran for seven years. When it was dropped, in January of 1950. Nona From Nowhere was bought on CBS radio. I Please turn to page 58) Robert W. Brenner, Babbitt Director of Advertising When Bob Brenner joined the B. T. Babbitt firm some 15 years ago, there was just one employee in the advertising department. Today, there are over 14. Advertising it- self has grown in equal importance with Babbitt, which relies heavily on air selling to keep sales of its number one product, Bab-O rolling. Brenner has supervised Bab-O advertising through all of its chang- ing cycles, and is still in there punching hard with new ideas. Although Bab-O has temporarily discontinued the use of premi- ums on its airshows, Brenner is a firm be- liever in their use, and intends to return to them. In fact, he keeps a 25\ no one of well-established repute and have absolutely no authority. Their motives in try- ing to dominate the personnel and content of broad- casting are certairil) open to question, if not down- right sinister." Ted Kirkpatrick, publisher of "Red Channels" (left), Francis Mc- Nrimara, editor of "Counterattack," examine office files of "Daily Worker," suspect source which they call "meticulously accurate" Whether sinister or not, the publishers of Red Channels and Counterattack have begun to infil- trate the broadcasting industry to an astonishing degree. Already, the organization boasts that "over 12 sponsors and ad agencies" pay fees for its serv- ices as a sub-rosa FBI which investigates potential radio and TV employees. Throughout the indus- try, while few will admit it, Red Channels is al- ready part of the secret desk library of many execu- tives frightened by the threat of an organization whose shadow has fallen over the careers of so many performers. A SPONSOR editor, determined to get at the factual roots of what has become the bogey of the indus- try, spent over five full hours interviewing the pub- lishers of Red Channels and Counterattack. He de- voted two afternoons to checking through their office files and talking with the publishers individ- ually. He also spent over four weeks talking to people who have been touched by the influence of the publications. In a nutshell, this is what sponsor's editor learned: • When questioned about the possibilities for "pressure blackmail" implicit in their operations, and alleged by their detractors, the publishers of Red Channels and Counterattack gave answers which certainly are not clear-cut refutations of these charges. ( These answers appear in full below. I • Whether intentional or not, the organization is in the position of hanging a double-edged sword over the heads of broadcast advertisers. It serves at one and the same time as disturber of the peace, prosecuting attorney, judge, jury, and detective agency. That is to say, it publishes allegations in Red Channels; then follows them up by urging letter-writers to put pressure on sponsors in Coun- terattack; later holds hearings on the accused in its private offices; and personally solicits sponsors to hire its detective agency "research service." • When asked whether there was machinery for an accused performer's rebuttal to catch up with the allegation made in Red Channels, the publishers said, No; only one edition of Red Channels has been published. Thus sponsors have no opportunitv of protecting their million-dollar radio and TV in- terests in their stars via a correction printed in the publication which originally damaged them. • In compiling listings for Red Channels, the publishers employ publications of the Communist Party, including the Daily Worker, as an absolute index. That is to say, the Daily Worker, itself sus- pect in most circles, becomes thereby the unofficial arbiter of whether or not a sponsor mav use a performer on the air. In many cases, the Worker. which the publishers call "meticulously accurate," is the chief source of Red Channels' accusations. [Please turn to page 76) COMING 5 NOVEMBER ISSUE PART THREE A further examina- tion of "blackmail" and "blacklist" dan- gers, with industry suggestions for al- ternative procedures TYPICAL EDITORIAL COMMENT ON RED CHANNELS l%ew York Times: "Sponsors . . . have put the future of the medium in the hands of a 'kangaroo court'." • • • lAfe Maguzine: "We don't approve of gullibility, hut we don't like to see it equated with subversion or treason in advance of a hearing." Elkhart. End. Truth: "Would newspapers stand for a blacklist which attempted to tell them whom to hire, what columnists they might use? . . ." Washington Post: "Red Channels amounts to nothing more than a listing of the group's personal dislikes, and has about as much validity as Elizabeth Dilling's silly Red Network. . . . There is no nicer name for what was done in Miss Muir's case than blackmail. . . ." Hearst Columnist Dorothy Kilgallen: "I am with those who deplore the blacklist, and I do not believe inclusion of an actor's name in Red Chan- nels should he sufficient to create the inference he is guilty." • • • »-* .- Walter White, Detroit Free Prejii "J. Edgar Hoover needs to take corrective action to sjop ex- ploitation of previous association. Magic dame of 'FBI' wraps a mantle of accuracy around Red Channels." Salisbury, 1%. C. Post: "It is not the business of Red Channels or of the American Legion ... to weigh the facts about individuals. . . ." fjrbana, III. Courier: "There must be more proof than guilt by association. Merely reciting 'where there's smoke there's fire' is not enough. . . ." Sturgis, Mich. Journal: "Measuring the loyalty of its citizens should be a government monopoly." New York Herald Tribune: "A publisher of Red Channels is even quoted as announcing that none whom he suspects will he absolved until they have come to him with positive proof of their inno- cence. This whole procedure, by a group of indi- viduals who have discovered the ease with which they can play on the sensitivity of radio advertisers, is a gross violation of every decent democratic stand- ard of freedom of speech." Lynchburg, Vo. News: "Inexcusable because it'» easy to defame, impossible to rectifv defamation to public." • • • Morristown. 1%. J. Record? "The government should control Red labelling of its citizens. . . ." Saturday Review of Literature: "Red Chan- nels accepts vicious Red doctrine: to accuse is enough." 22 OCTOBER 1951 31 They > et most of the credi (1. to r.): Charle» R. Denny, executive r.p.: John K. Herbert, r.p. and general utiles mgr., NBC radio; Charles C. Barry, r.p. in charge NBC radio programs; Hugh M. Berille. NBC director of plans and research : Darid C. Adams, asst. to Denny. What sponsors should know about the JIM' radio plan Here are the answers to questions nil men have been asking ever sinee NBC announeecl its omnibus overhaul of network poliey JbBftfcjS ''•Xl'' -in*'' the beginning of October, when NBC re- ^ leased details about its omnibus plan for overhaul of basic network policy, there has been a flurry of intensive figuring 1>\ sponsors and agencj executives. Kveryone in adver- tising has been trying to understand just what NBC has served up. Is this a revolution in network radio? Has the network ol the future been born? I hese are but two of the questions ad- men have been asking each other. 32 To help its readers get to the heart of the matter, sponsor spoke to NBC officials responsible for the new poli- cies, to timebuyers, research special- ist-, and advertisers. The analysis which appears below, in the form of a series nt questions and theii answers, is the result of this extensive round of interviews. SPONSOR researchers found that the trade had hv no means settled down to firm conclusions about just what the NBC changes would mean for the fu- ture of radio. But these were the key initial reactions: 1. The plan, particularly where it loosens regulations governing choice of stations, is regarded enthusiastically as a "step in the right direction" by advertisers, agencies, and members of the industn other than NBC affiliates. 2. It is thought by most observers that NBC will have a tough and per- haps impossible job ahead of it in convincing some of its stations to ac- cept reduced rates. Just how tough it SPONSOR will be NBC should know in short or- der— possibly by the time you read this — as a result of off-the-record sessions called by NBC affiliates I including oth- er network affiliates) in Chicago on 18-19 October. Some sources contend that the network and its affiliates will really get down to brass tacks at the NBC annual meeting to be held at Boca Rotan, Florida late in November. 3. No matter what happens within the NBC family, it's believed that ad- vertisers will benefit immediately from the new NBC policies and eventually from changes which may follow at oth- er networks — particularly CBS. Beyond these standout opinions there was no general agreement or even real understanding in the trade about NBC's new policies. Apparently, the innova- tions were too large a morsel to swal- low at one gulp. It is to aid in the swallowing — and digestion — that SPON- SOR has prepared the analysis on these pages Q. lust what does the "new deal" at NBC entail? A. Six diverse innovations are in- volved : 1. Relaxation of the rule governing selection of stations when buying the NBC network. Previously, it was nec- essary to buy 29 "basic" stations plus at least 21-odd others in order to make up a theoretical minimum. In actual practice, far more stations were bought in order to take advantage of discounts. When adding "supplementary" stations to the basic 29, it was necessary pre- viously to make purchases in geograph- ical clusters. (Thus stations in what NBC calls its "Southcentral group" were "available only as a group of not less than six stations. . . .") But under the new regulations, both the require- ment that an advertiser buy a skein of 29 basics and that he buy other sta- tions in geographical clusters has been eliminated. Instead, a new rule has been substituted providing only that any network purchased must cost 75% of the gross of all NBC stations in the U. S. put together. 2. Rates for network time at each of the NBC stations have been re-evalu- ated for morning, afternoon, and eve- ning. Some station rates will go up; others will go down. Television pene- tration will force rates down in many markets; but they will go up in some TV markets, "where rates were far too low before the advent of television and are still too low today," according to NBC. The increases, especially in non- TV markets, will serve to balance out the decreases. Thus advertisers who continue to buy the entire NBC net- work will find the over-all cost of the network substantially unchanged. 3. What are essentially a group of network co-op shows have been labeled the NBC "Minute Man Service" and will be made available to NBC affiliates shortly in station time — free as sustain- ers, but costing a fee once sold. 4. NBC has moved to open up more one-minute availabilities on its affili- ate stations by chopping 40 seconds off the beginning of seven of its eveninu sustaining programs. Stations will add this time to the present available 20 seconds to offer advertisers a full 00- second availabilit\ . 5. Network option time is being re- vamped to add more time in the morn- ing, currently a popular period w itb advertisers, and push evening option time back a half hour earlier, after- noons back an hour. I Evening option time will now be 7:30 to 10:00 p.m.) : afternoon will be 2:00 to 5:00 p.m.) 6. Provision for one-shot sponsor- ship of two programs, the last half- hour of The Big Show (7:00 to 7:30 p.m. Sunday), and Barrie Crain, Pri- vate Investigator, with Bill Gargan (10:00 to 10:30 p.m., Wednesday!, have been announced. Alternate-week sponsorship has also been formally in- vited by the network. Q. Does the new 75% rule for buying the network mean that a sponsor can now drop out all the TV markets? A. Emphatically, no. The stations in TV markets are those with the highest rates, by and large. If they were dropped off an advertiser's list, he would be left with a group of stations whose combined cost came to nowhere near the required 75% figure. One top timebuyer gave sponsor the results of his preliminary computations, indicat- ing that it would be possible to drop Some typical trade reactions to the new J%BC policies George \ brums, advertising manager, Block Drug: "On the whole, I think it should help a lot of advertisers. For ourselves, we've got heavy spot commitments now and in- terest in network operations is temporarily at a minimum. We certainly do intend to check into the Minute Man plan to see if it is not possible, at some future date, to pick up some sustaining shows with high ratings at a local level; this will come after a thorough check of the cost-per- listener element."' ft ;'7 ft Ernest Lee Jahneke, v.p. in charge of radio, ABC: "Im- itation is the sincerest form of flatterv — thank you NBC." ft ft ft John L. Sinn, executive v.p., Frederic W. Ziv Co.: "It was inevitable and logical that NBC would take steps to move in the direction in which radio has been going for the past five years — toward the sale of shows at the local level. Ziv welcomes what competition will be offered by NBC be- cause NBC will be making available some fine programs and that will be of benefit to the entire industrv." An MBS spokesman: "Mutual conveys best wishes to NBC for its present explorations into fields which MBS has long found highly rewarding for its own clients. Mu- tual is pleased at the evident acceptance by NBC of the facts regarding AM radio." ft ft ft Mil I* rai| firabhom, managing director. 1SARTSR: "We have studied the NBC plan carefully to the degree possible from the announcements. Here are some of our main con- elusions: (1) The Minute Man shows may be very good for stations, provided there is some guarantee that they won't be sold out from under the stations at some later time; and provided they are priced right. (2) We welcome opening up of one-minute slots next to NBC sustainers and urge that the network consider opening up one-minntes next to commercial shows as well. (3) The principal de- sire of NBC seems to be to get morning option time. To get it, they are offering stations various concessions like Minute Man. Stations should carefully analyze the value of what they are getting for the surrender of this valuable morning time." 22 OCTOBER 1951 33 only the first 12 TV markets and then two others. This would still leave the advertiser with 40 T\ markets. More TV markets could be dropped, of ■ 'Mir-c. it the advertisei' were to strike out smaller TV cities where station rales are lower for network radio. Q. How is the network discount structure affected by the new 75% policy? A. Not at all. Present requirements to earn all five types of discounts and re- hales listed in the NBC rate card re- main the same. Several advertisers queried b) sponsor expressed them- selves as being concerned lest they lose the !<>'. weekly discount, for exam- ple. This discount is earned when an advertiser spends S16.200 gross week- l\ on NBC for 13 or more weeks. However, an NBC advertiser buying an evemns hour, say, on the mini- mum 759? basis would have billings which come to more than $16,200 (approximately $18,750 gross) : thus he would still earn the 10%. The only discount an advertiser would lose if he took advantage of the 7.V , rule is the full network discount. al-o of 10'r'; it is earned by busing $23,400 worth of stations. An adver- tiser buying only the 75% minimum of stations for an evening hour would fall far short of the $23,400 require- ment. However, he could add stations to the 75% minimum until he had reached the $23,400 figure. And his choice of stations in making up the dis- count limit would be completely up to him where previously his $23,400 worth of stations had to be bought ac- cording to NBC rules. Q. Will other networks change policy to meet 75% rule? A. M'.C and Mutual alread\ have more flexibility than is provided for in the new NBC policy. Both networks will put together virtually any combi- nation of stations within reason. The big question is whether CBS will move I" compete with chief rival NBC. At presstime, network officials had "no comment," but SPONSOR learned via ) sources that the network is definitel) considering some innova- tion in its station requirement pro- visions. When it comes, it may go M'.<: one better. Off-the-record conver- sations with CBS executives seemed to indicate that the network believes the NBC plan means more on paper than in substance. • Please turn to page 93 1 $|iou*or speaks out on radio SPONSOR prints the letter below in this space because of the extremely topical nature of Mr. McGinness' comments. Immediately following is a letter from ANA president Paul West, which points out that Mr. McGinness, though a member of the ANA Radio & TV Committee, is not expressing its views herein. Mr. McGinness himself telephoned SPONSOR shortly after writing this letter to say that the new NBC plan (see story starting preceding pages) was the ideal remedy for the shortcomings he had found in network radio previously. In his letter, he speaks for ri-nsel? rather than for Firestone, Mr. McGinness told SPONSOR in his phone call. My attention has been called to the editorial on page 92 of the 24 September issue of sponsor in which you comment on the ANA Report No. 3. As a member of the Radio and Television Rates Steer- ing Committee, I would be remiss in my duty if I did not take issue with some of your statements. Apparsntly, you have joined with the networks in an attempt to throw a smoke screen over the picture and drag in magazine reading and other activities to which people devote their leisure hours. While it is entirely possible that television has reduced magazine reading, movie going, bridge playing, and newspaper reading, it should be rememtered that radio also reduced the amount of time devoted to these activities in the days before television. It would seem that this point has either escaped you or that you prefer to ignore the fact that television is basically a replacement for radio. In other words, the time which people used to devote to radio is now devoted to television and perhaps a part of the time which people devoted to reading, movie going, etc., is also devoted to television. But the fact remains that the principal medium which has suffered by television has teen radio. However much you and the networks might want to feel that radio and television are two separate media and that there is room for both, it seems apparent that people who own television sets do not agree with you. . . . The recent move of the networks in reducing radio rates certainly does not satisfy the ANA. because the reduction was straight across the board and ANA has very consistently and unmistakably stood for a reduction on a station-by-station, or rather an area-by-area, basis. I will not bore you by going into detail about the ANA rec- ommendations because I know you must have read them carefully. The fact that you choose to ignore them and try to lead your readers astray by a lot of hokus-pokus which has nothing to do with the problem certainly does not change the situation a bit. . . . As an editor, you certainly must know that you are fighting a losing battle in trying to maintain radio rates on such a flimsy foun- dation and you must also know that the members of ANA cannot feel too kindly towards you or your publication for taking such a completely biased viewpoint when you represent your magazine as being devoted to the interests of both TV and AM. If you really want to do a public service, why don't you put your editorial column back of a plan to get the networks to permit advertisers to use TV in markets when this service is available and supplement it in markets where it is not available instead of having to use both TV and AM in TV markets. One of these days the networks are going to have to come to this point or else sell a package simulcast deal or they will find sponsors deserting them by the dozens and no new ones to take their places. My personal feeling is that there is no longer any room for AM stations within the metropolitan area of TV stations and that this trend will continue to grow rapidly once the freeze is lifted on the erection of new TV outlets. A. J. McGinness National Advertising Manager Firestone Tire & Rubber Company * * * The statements made in Mr. A. J. McGinness' letter do not repre- sent the position of either the A.N.A. Radio & TV Committee, or the A.N.A. as an organization. The A.N.A. 's position has been stated explicitly on more than one occasion. Most recently and comprehen- sively, it was set forth in the enclosed statement, which I presented to A.N.A. members on 24 September at our Annual Meeting, and which was given to the press the same day. Paul B. West, President, ANA These are typical quotes from reeent Ohio State rattlo and television seminars "In producing television commercial*, let's forget about how clever we can be, and concentrate on how effective we can be in selling the product for the guy who's paying the bills." Robert W. Dailey, Radio-TV Director McCann-Erickaon, Inc., Clevr land "The lack of TV lime at night, the increasing diffi- culty in securing satisfactory station clearances means talent costs go up in . . . ratio to the necessity of securing audience in less favorable time. . . ." Robert M. Reuschle, Mgr. tlmebuylng dept., McCann-Erickson, Inc., iVete York iiSome programs with an exceptionally loyal follow- ing should not be judged on ratings alone; the lower rating in some cases may offer a profitable buy. We . . . buy radio and stay with it.9' John Hosrh, Viee President, J. Walter Thompson, JVetr Yorfc You'll learn plenty at today's radio-TV work sessions The seven examples on this page plus those following are just a few gems from a typieal shirt-sleeve session Windy radio and TV clin- ics at which nobody learns anything are becoming a thing of the past. Today, at conferences called by groups like BMI, ANA, AAAA (next session in New York, 30 October), state associations of broadcasters, and the networks, down-to-earth facts have replaced the puff and palaver. Such clinics, really work sessions, are in keeping with the spirit of the times as radio advertisers sharpen their think- ing so as to get the most out of the medium and TV advertisers struggle to adjust to the new complexities of visual air advertising. Nowhere was this constructive approach better ex- emplified than at the Eighth Annual Advertising Conference of Ohio State University. Just concluded (20 October), the latest Ohio State Conference brought together advertising men from every quarter. To give its readers some of the meat of the radio and TV sessions, sponsor has culled portions of lectures by the panelists. These excerpts are presented, not only for their intrinsic merit, but also as an example of the kind of rewarding information vou're likely to find at most any such gather- ing nowadays. Chairman of the radio advertising clinic was L. A. Pixley, president WCOL, Columbus. His counterpart for the television clinic was Victor Sholis, vice president WHAS, Louis- ville. Keynote speaker for radio was John Karol, vice president in charge of sales, CBS Radio, New York; for TV, the main address was by Robert M. Reuschle, manager timebuying de- partment, McCann-Erickson, Inc., New York. Portions of their and other talks appear on page 89. "There is a very real danger that network radio may be degraded by irresponsible and opportunistic sell- ing. I refer specifically to the deplorable tendency of some networks to make 'under the table deals.' " John Karol, Viee President CBS Radio, iVete Yorfc "TV, to all intents and purposes, has surrendered the 5 to 7 I'M time to children's shows. This may be a strategic time for radio to 'capture an adult audi- ence. A potential best buy." F. C. Brokate, Vice President, Pan! M. Roomer Co., Chicago "The best television commercial writer first pictures himself as a salesman trying to make a sale to a cus- tomer and then uses the medium to fullest advantage to dramatise the principal sales points." Robert U. Daileg, MrCann-Ericfcson, Clereland "It is for the opportunity to sell his audience that the advertiser plans, schedules and buys time and programs. This opportunity must be handled with greatest effectiveness." George A. Solas. Director of Radio-TV, Tafham-Laird, Inc., Chicago Joseph Hard, presulent Advertising Research Bureau. Inc., Seattle In the article below, Mr. Ward sums up what he has learned ahout radio advertising for retailers over the two years in which he has conducted ARBI tests of radio vs. newspaper advertising effectiveness. He hits hard at radio station man- agement and retailers alike for failure to follow sound, busi- ness-like practices in retail air advertising. Actually, Mr. Ward's qualifications to pass judgment on the subject go far beyond his extensive experience as president of ARBI. ARBI is only an off-shoot of his practice as a management-engineer- ing consultant. He has keen knowledge of business proce- dures backed up by analyses he has made for some of the Pacific Northwest's and the nation's largest businesses, in- cluding Carnation Milk and Sick's Seattle Malting and Brew- ing Co. His remarks on how radio advertising has been mis- used for retailers are pertinent for national advertisers as well. Illllllllllllllllllllllllllll I : 1'niiiiii i:iiiii;iiiiiiii]|iiiiiiiiiiiiiiiiiiiii:iiiii!iiiii,iiiiini>;iiiiiii| lllll!llllllllllll!lllllllllllillllill!lllllll||l||l|||||||||i What radio should know about selling retailers Critic lambasts industry for bad copy, poor teamwork and salesmanship, glamour-boy announcers /// the nearly two years that ARBI lias been making studies of radio and newspaper adver- tising for retailers, it has become quite apparent that radio has a great deal to learn about selling merchandise. Through these studies, however, the retailer lias been learning something about his business, too, and he lias been given u keener perception of the problem of inducing the potential cus- tomer across the threshold and even more importantly, u bettet understand- ing of the "who" his customers are and "a In the) react the uu\ the) do. In the process, the retailer lias had to give up some cherished traditions and to re- 36 ceive with an open mind the new fac- tors which are emerging. Advertising for retailers is a serious matter. Of all items of expense, it is the one single largest item in most stores which is least known. The re- tailer is familiar with his sales costs and he lias traditional ratios of adver- tising expenditure which he follows. While he has accepted and continues to receive data supporting his opinion that newspapers are his primary medi- um, little or nothing has been available to him about the value of other media. It is unfortunate that the value to the retailer of multi-media has not been stressed. All of our studies indicate that potential customers influenced by more than one medium are more likely to be purchasers than those influenced by only one medium. If there has been any understanding of this function, it has been most neglected by radio peo- ple. By and large the fault for the lack of use by retailers of radio as an ad- vertising medium lies with the radio people themselves. The primary fault of the radio peo- ple lies in a lack of understanding of the retailers'' problems. The retailei s urgent necessity is to move merchan- dise, and to move it now. He hasn t been convinced that radio can do that. Ind here is why! SPONSOR I. Copy: One of the significant fac- tors emerging from the ARBf studies is the importance of copy — selling copy, the personalized sales message, the urgent appeal to "do it now." From direct observation, far too many sta- tions in making ARBI surveys have shown they don't understand this basic and essential factor of retail selling — good copy. Too often the retailer has prepared the copy to go on the air, and too frequently to be overlooked, the station has let it go without changes either through lack of knowledge of what constitutes effective radio selling or for fear of antagonizing a client who doesn't understand the medium of radio. In almost all cases the retailer has had no one on his advertising staff who could prepare "sell" copy for ra- dio. Capable copywriters for "black-and- white" are not necessarily adapted to aural messages since the visual ccpy in the newspaper usually accompanies an illustration and refers in detail to what the eye sees. In the radio copy the message must create in the mind the complete image and at the same time excite the desire to buy or at least to look at the image painted by words. It is a difficult art and I be- lieve the radio industry should inves- tigate thoroughly the possibilities of developing for the industry a thesaurus of "word pictures for the ear" for the use of radio copywriters. Where the "sell" copy has been pro- duced by station personnel working as a team to move merchandise for the re- tailer, the results have been astounding in comparison with the retailer's stand- ard of measurement, the daily newspa- per. Whether in television markets, big cities, or in rural areas, copy with a punch, a personalized message, copy that gives a woman — one woman — a mental picture of her dress, sells mer- chandise for retailers in an astonishing volume — astonishing as much to radio as to the retailer. However, copy is the We're making reprints This article by Management Engi- neer Joe Ward will, in our opin- ion, long be source material for advertisers, advertising agencies, station commercial departments. As a SPONSOE service, reprints have been prepared. One copy per subscriber is available free on request. Write for bulk rates. product of teamwork and the lack of teamwork by radio is limiting severely its effectiveness with retailers. And that brings me to the next point of difficulty: 2. Teamwork: In observing stations at work during the last two years, I have been struck by the lack of under- standing of the necessity for tight co- ordination and direction of the group of people in the radio station concerned with selling merchandise for the re- tailer. Even in the largest stations I have found little or no evidence of the existence of a retail team whose pri- mary or even part-time function is to confer on the best techniques for sell- ing the particular merchandise. On the contrary. I have found most stations doggedly trying to get rid of a big program to a local department store or substantial retail merchant with the fer- vent hope he'll buy it, prepare the copy, and be reasonably snappy about get- ting his checks mailed to the station. Stations should either get serious about this business of retailing or get out of it altogether. Teamwork is need- ed. Such teamwork calls for an invest- ment in future business such as com- petent personnel to handle these func- tions: (a) Sales personnel with a knowl- edge of merchandising to call on retail merchants; (b) Copywriters with the knowl- edge of and ability to write "word pictures" of retail mer- chandise; (c) Program directors with the ability to beam sales mes- sages to the proper audience; (d) Announcers with a persuasive sales voice to the "one wo- man" making up the audi- ence; (e) A coordinator to see to it that all phases of the retail selling plan for radio are correlated and well prepared, and that the account is properly serv- iced. This matter of beaming to the right audience is fundamental and that brings us to: 3. Scheduling: Too often to go un- noticed, the right copv never readies the right audience. Either through lazi- ness, ignorance, or plain incompetence, sales messages frequently land on com- pletely barren ground. One of the principal assets of radio is often I Please turn to page 72) Three key points made by Joe War* 1. A thesaurus of "word pictures for the ear" ueedet "In the radio copy the message must create in the mind the complete image and at the same time ex- cite the desire to buy or at least to look at the image painted by words. Personalized messages sell." 2. Lack of rehearsal by announcers can kill good copy "Too often, announcers leap frantically to the mi- crophone at the last minute, pawing over the copy with wild gestures, and at the same time takinq pride only in the masterly timbre of their voices." :y:'M 3. Whip-snapping sales managers miss hot prospects "Most stations would rather go after the business already on the air than do the harder thing of de- veloping business out of a cold prospect list of ad- vertisers. They go after crumbs instead of meat." How to remake an 111 drama for TV Bristol-Myers has made I lie jump from radio to video with "Mr. D. A." Here's how it was done T»» \\ hen shopping for a net- Fa work TV show, many an ad- vertiser with an existing Ta- llin program has asked himself these questions: 1 1 ) Should I buy a TV program, tested or untested, that was created spe- cifically for television? Or . . . (2 1 Should I take one of my cur- rent radio properties and extend it. ei- ther intact or with alterations, to TV? The first plan provides the easier wax out of the dilemma. Tt avoids main a tough decision, and all the complications of "adaptation " versus "creation." In most cases, it is the path followed by advertisers who don't wish to become involved in deciding what must be left out or added in the in- tricate process of re-shaping radio -hows for TV. The second alternative is harder, but it has certain advantages which make ii more attractive to a growing list of sponsors. First and foremost, the ad- vertiser who is bankrolling a video ver- sion ol his own (or somebody else's) radio show has the advantage of an already-created loyal audience and a tested program vehicle. This alone has made the bringing-over of proved ra- dio vehicles worthwhile for Gulf Oil with We The People. U. S. Tobacco with Martin Kane, Lipton with Arthur Godfrey's Talent Scouts and Colgate with Strike It Rich. Other TV adver- tisers, such as Blatz with Amos '//' An- dy, have found it expedient to use a television version of a radio show with which they had not been associated in the past. Still, the big questions are the same for anyone who wants to take an estab- lished radio property, make a graceful leap into TV. and land on his feet in- stead of his seat. Somewhere, answers must be found to such posers as: How much will a TV version of my show cost me (excluding time) in ratio to m\ present radio production costs? How can I evaluate whether or not the production staff, cast, talent and for- mat of my radio show will stand up imiler the unwinking stare of a TV camera? If I use the same group that produces and performs in my radio show, will I save money? Can they stand the strain of doing the same show in two media at once, or will they develop a kind of broadcasting schizo- phrenia? How can I adjust the radio and TV rehearsal and airtime schedules so that there's no conflict? These, in essence, are the problems for which Bristol-Myers, one of Amer- ica's leading drug firms and one of the nation's heaviest air advertisers, has bad to find answers in the past year or so. After much careful preparation and considerable honest sweat, an alternate- week TV version of B-M's Mister Dis- trict Attorney took to the air on ABC- TV on 1 October, 1951 in the 8-8:30 p.m. (live time) slot. On the basis of early ratings, the transmutation of Mr. D.A. into a TV series while maintain- ing the weekly radio series, sponsored by Bristol-Myers since 1940, has been a success. The Trendex 10-citv rating on the premiere was a 19.6. sponsor has selected the program I. BSasiv vttst »{«»»<•«/ intiul to TV in the transformation of the 12-year-old radio "Mr. D. A." series for Bristol-Myers into an effective alternate-week TV program series. B-M decided that the show's three regulars (Jay Jostyn, Len Doyle, Vicki Vola ) looked the part for TV, but made a trial-run kinescope of the show just to be sure. Ehow pulled a 19.6 Trendex rating on its I October TV premiere for a case-in-point, in the tricky busi- ness of bringing radio shows to TV, for several reasons. For one thing, the program was brought over virtually in- tact— producer, basic cast, writer, mu- sical director, announcer, and the pro- gram's format and theme all made the move with no changes. At the same time, Mr. D.A. is not an atypical ra- dio show, in fact, it is very representa- tive of an entire group of medium- priced radio shows of a mystery or crime nature which could conceivably make the transition to video. Lastly, since virtually everyone associated with the problems of the radio Mr. D.A. is also working on the new TV version, it was possible to find out, collectively and individually, how they are making out in the newer air medium, and what problems arose from the move. New as the TV Mr. D.A. still is. the idea of doing a video version of the famous racket-and-crime-busting series was not a last-minute or even recent development in Bristol-Myers' advertis- ing plans. A Bristol-Myers advertising spokes- man told sponsor: "We thought about making a television version of Mr. D.A. from the moment TV began to boom in the early postwar years. Periodically, the subject came up in meetings, and we discussed it thoroughly. There was never any real question of whether or not we wanted to bring the radio show into television. We were also convinced that the same production staff and tal- ent who had kept the radio show's rat- ings high since 1940 and made Mr. D.A. a success in terms of product sales could do the job in TV." Since the TV version of the weekly crime series had been a pet project ol Bristol-Myers for a long time, how did the big drug firm decide when the time was ripe to make the changeo\ci ? "We waited until our continuing me- dia research showed us that there would be a sizable potential audience for a video Mr. D.A." the Bristol-My- ers spokesman explained. "It would not have been sound from an ec mi standpoint to have done it earlier. At the same time, we were carel'nlK watching the relationship between the size of the total radio audience and the TV audience, and the competitive standing of radio and video. We de- cided, in the spring of this year, that the fall of 1951 would be our target date for the start of a TV version of Mr. D.A.' How did Bristol-Myers decide that the entire basic cast and the behind-the- scenes staffers I producer, writer, mu- sician, etc.) could make the grade in TV when the time came? To find the answer, sponsor talked to representatives of the ad agencj handling the TV Mr. D.A. (Young & Rubicam) as well as those of the cli- ent and the producer, Byron Produc- tions. This is the consensus of how the evaluation process worked out for those connected with Mister District Attorney. Since Mr. D.A. is a package show. based on characters and a title created by Phillips H. Lord but produced en- tirely by Ed Byron, the great part of the burden of selection fell on the shoulders of stocky, energetic Ed By- ron, who has been producing and di- Commercials on TV "D.A." are adaptation of radio selling recting the radio series since its incep- tion as an NBC sustainer in 1939. At the age of 45, Byron is a veteran pack- ager, and knows all the angles. Like all producers in radio who felt thev wanted to continue eating, Byron had been a close student of TV from the beginning, watching shows, discussing production technique, attending re- hearsals, etc. He was well aware of the fact that Bristol-Myers was following, with equal thoroughness, the progress being made by TV, and that his radio package might ultimately be made over into a video series. When this prospect became "hot" early this spring, Byron went to work. {Please turn to page 86) Rehearsal schedule of the radio and video "Mr. D. A.'s" had to be 3. It**}/ backstugers Went along in the radio-to- vetailed to avoid conflicts, was solved by putting the radio show on tape. TV shift. Producer Ed Byron (top) and asst. Joyce Lowinson •e radio show now takes four hours to produce; the video show takes 28 hours handle production, Bob Shaw and friend (bottom) do scripts ehearsal schedule for "Wr. O. A." ndio rtime: FRIDAY hearsals: WEDNESDAYS 9:30 to 9:55 p.m., EST 4:30 to 7:15 p.m. 7:15 p.m. dress and tape (if re-taping, until 9:00 p.m.) ■Iri-i.vioii Airfime- * Alternate A.rtime. } M0NDAYS MONDAY TUESDAY THURSDAY FRIDAY SATURDAY SUNDAY 8:00 to 8:30 p.m., EST 11:00 a.m. to 9:00 p.m. (not scheduled on odd Monday) 1:00 to 2:00 p.m.; 4:00 to 8:00 p.m. 2:00 to 5:00 p.m. 10:00 a.m. to 1:00 p.m. (or 2:00 to 5:00 p.m.) 2:00 to 5:00 p.m. 10:00 to I 1 :30 a.m. (or I 1 :30 a.m. to 1:00 p.m.) 2:00 to 5:00 p.m. Jingle that built Carolina Rice antl Jinglist Janetto Davis Ah come from Carolina So paMon ma drawl; Ah'm heah to menshun Long-grain rice to y'all. It makes right fancy eatin*. It's tasty and so nice, For quality and nourishment It's CAROLINA RICE. There's three ways to hoil rice To make it worthwhile — Pressure-cooked or Southern And Oriental style. Serve it in a dozen way. Take my advice — Nothings economical as CAROLINA RICE! Carolina Rice is oing places with a jingle Saturation radio campaign which linill hrancl lo No. 1 in New York will soon be extended to other markets In four years River Brand Rice Mills and its agency, Donahue & (inc. have built Carolina Rice from a modest position to overwhelming sales leadership in the nation's toughesl markel New York City. More than that, they've built it to the point where it's time to expand — and the expansion can pro- 40 ceed with tested expertness. Finally, they've built sales so well that Caro- lina Rice advertising techniques are being borrowed for a husky campaign by its older stablcmate. River Brand. These happy evidences of success, contend the sponsor and agency, can be traced to a single radio jingle sung in a sexy southern drawl. And lo a saturation strateg) harnessed lo a nov- el "rotating audience" plan. But this is only part of the story. The trade is still goggle-eyed over Car- olina Rices skill in using radio to be- come the favorite ot the \cgro and Spanish markets, of converting public taste from short to long-grain rice. When, in the not-too-distant future. SPONSOR markets removed from New York are included in the Carolina and River Brand campaigns, the techniques that worked so well in the Number One market will be duplicated almost to a "t." And chances are that the Caro- lina Rice jingle, which has been sung and resung without a single change for four years and innumerable per- formances, will become a nationwide top tune. Each year has seen a steady increase in the radio budget — an average of 15% more per year. Part of this comes from the newspaper allocation, now de- funct. Present Caroline Rice expen- ditures on New York spot radio are about $75,000 a year. With this amount the company hammers away with an average of three to five an- nouncements weekly on the following programs : WNBC— Bob & Ray, Skitch Hen- derson; WJZ — Herb Sheldon. Dean Cameron; WOR — morning news, an- nouncements; WMCA — Ted Steele, an- nouncements; WNEW — Rayburn & Finch, Bob Haymes, Jerry Marshall; WMGM— Ted Brown; WINS— Jack Lacey; WPAT— (Paterson. N. J.) Milo Boulton; WHLI — I Hempstead I announcements; WAAT — (Newark, N. J.) announcements; WFAS — (White Plains, N. Y. ) announcements; WLIB — Harlem Frolics. Ruth Ellington James; WWRL— (Woodside, L. I.) Milo Boulton built distribution in New Jersey WWRL merchandises rice to Negroes, Spanish Doctor Jive, Doc Wheeler, Spanish Hour. After only four years of concentrat- ed radio use, Carolina's standing in the New York market is impressive. This spring its distribution stood at over 80'/c , topped only by General Foods' Minute Rice with 90%. Sales of one- pound packages had multiplied 300% from the spring of 1948 to the spring of 1951. This gave Carolina Brand a three to one lead over its nearest rivals — Uncle Ben Converted and Minute Rice. The Carolina success has helped put the company in number one posi- tion as a distributor of packaged rice in New York. Both River Brand Rice Mills and its predecessor company, Southern Rice Sales Company, have been marketing Carolina Rice since the late 1920's. But it remained strictly a secondary brand with modest sales until after World War II. Actually, the average American con- sumer has been traditionally a short- grain rice eater — mainly because of habit and low price. Long-grain rice (of which Carolina is one brand) got its first big boost during WW II, when government stockpiling took huge quantities of the short-grain variety off the market. This made the long-grain rice more plentiful by comparison and led millions of consumers to stock their shelves with it for the first time. When the conflict ended, short-grain rice again came back on the market in pre-war volume. Left to the whims of ( Please turn to page 64) Sales jumped (see chart below) after Carolina used saturation radio tales in representative sample of metropolitan New York grocery stores March 1948 compared with Feb. -March 1951 Brand Aver, packages per month sold per store Total units sold Percent tribi of dis- ition 1948 1951 1948 1951 1948 1951 Carolina Brand 59 150 11,800 30,000 51 81 River Brand 22 39 4,400 7,800 32 36 Ehler's Grade A 23 18 4,600 3,600 40 30 Ehler's Long Grain * 33 * 6,600 * 35 Uncle Ben Con- verted 28 51 5,600 10,200 56 76 Minute Rice (5'/2 oz.) * 52 * 10,300 * 92 ♦Brand introduced after 1948 22 OCTOBER 1951 Donahue & Coe executives check Carolina saturation schedule 41 NEW YORK Xveliable estimates indicate that above 90% of all national spot radio business is "placed" by agencies in New York, Chicago, Detroit, Atlanta, Fort Worth, Hollywood and San Francisco. This heavy concentration would obviously make it pretty easy for any representative to rely almost entirely on "sit-at-home selling," if he wished. Thus the amount of traveling done by F&P becomes a rather good index of our willingness to work — to spend time and money to keep in touch with the realities of radio advertising, to know our markets, and thus to render better service to you agencies and advertisers who buy our products. Even though Free & Peters maintains offices in all the cities men- tioned above, there is hardly a business day in the year when we are all at our home offices. During 1950, for example, our Colonels spent 737 working days in "outside" cities — made literally thousands of sales and service calls (on jobbers and dealers as well as on agencies, advertisers, and the stations we represent). . . . In other words, F & P is interested in the sale of your goods and ours, and proves it with work instead of words. That's one of the "secrets" of our success, here in this pioneer group of radio and tele- vision station representatives. REE Pioneer Radio and Television Station Representatitl Since 1932 CHICAGO DETROIT ATLANTA FT. WORTI Photo Courtesy American Air Lines JOLLYWOOD SAN FRANCISCO REPRESENTING RADIO STATIONS: EAST, SOUTHEAST Boston-Springfield Buffalo New York Philadelphia Pittsburgh Syracuse WBZ-WBZA WGR WMCA KYW KDKA WFBL Charleston, S. C. Columbia, S. C. Norfolk Raleigh-Durham Roanoke WCSC WIS WGH WPTF WDBT MIDWEST, SOUTHWEST Des Moines WHO Davenport WOC Duluth-Superior WDSM Fargo WDAY Fort Wayne WO WO Kansas City KMBC-KFRM Louisville WAVE Minneapolis-St. Paul WTCN Omaha KFAB Peoria WMBD St. Louis KSD Beaumont KFDM Corpus Christi KRIS Ft. Worth-Dallas WBAP Houston KXYZ San Antonio KTSA MOUNTAIN AND WEST Boise KDSH Denver KVOD Honolulu-Hilo KGMB-KHBC Portland, Ore. KEX Seattle KIRO TELEVISION SETS SPONSOR: Rock Hill Body Service AGENCY: Direct CAPS! I I. CASE HISTORY: Three announcements daily across the hoard were devoted strictly to promoting Emer- son II sets. Ilie sales pitch: announcements are made up from one-minute tape-recorded interviews with fami- lies using an Emerson 77 set. The daily radio expendi- ture: $6. II ithin the first 28 days of this air schedule. Rock Hill reported 35 Emerson TV sets sold as a direct result of the taped announcements for a sales gross well over $8,000. WHIM. Rock Mill. S. C. PROM! \ \l : Announcements RADIO RESULTS THEATRE TICKETS -I'OYxiK: Mm. I Hazard-- AGENCY: Blaine-Thompson "Remains to be Seen" CAPSULE CASE HISTORY: Barry Gray conducts an "open jorum" from Chandler's, a local restaurant, from midnight to 3:00 a.m. During these post-midnight hours, (•ni\ aired 10 one-minute announcements, one nightly, foi "Remains to Ik- Seen" then unopened and unreviewed. The announcements produced more than $3,500 in actual ticket sales: individual ticket sales were augmented by several theatre parties. Total cost $340. WMi \. New York PROGRAM: Barry Gray Show FURNITURE AUCTION SPONSOR: Nickerson Wayside Furniture AGENCY: Direct CAPSULE CASE HISTORY: This furniture house, oper- ating out of a warehouse building, wanted to liquidate $50,000 worth of furniture and appliances. The auction- eer in charge was persuaded to try saturation radio. The pre-auction plan: 10 announcements daily for five days. Came auction time and one woman from outside of the metropolitan area (a radio customer) spent $800; many other radio-sold customers turned up. Campaign expen- diture: $269.76. W I MM, Providence PROGRAM : Announcements NOVELTY COIN OFFER SPONSOR: American Coffee Co. AGENCY: Boettiger & Summers CAPSULE CASE HISTORY: This company, after less than six months' sponsorship, ran a test. A small novelty scripture coin was offered as a giveaway. Test was planned for two weeks and sponsor arranged for a maxi- mum of 5,000 coins. After one week {three broadcasts) , 6,137 people from 244 North Carolina towns and 142 South Carolina towns had written requesting the coins. Offer, too successful, was withdrawn. WBT, Charlotte, N. C. PROGRAM: French Market Coffee Shop ENGINEERING SCHOOL SPONSOR: Cleveland Engineering AGENCY: Direct Institute CAPSULE CASE HISTORY: The institute wanted to bolster enrollments; decided on radio for its initial ven- ture. Participations on the Bill Gordon Show early- morning record program, Monday through Saturday, and late afternoons, Monday through Friday, highlighted the engineering school's advantages. Tivo announcements on the first day at a cost of $26.50 brought immediate results — new enrollments totalling $1,300 in tuitions. WHK, Cleveland PROGRAM: Bill Gordon Show STRAWBERRIES BOOK SPONSOR: Paratore Farms \r.\.\( \ : Direct CAPSULE CASE HISTORY: Paratore Farms faced a la- bor shortage and the area's strawberry crop couldn't be harvested. 1 five-minute segment of the Farm & Home Show explained the plight to arc listeners; asked house- it nes to conic and pick their own strawberries at 150 a quart from Paratore' & 36-acre strawberry patch. Cost of the segment: $26. That very day hum! ids of people from miles mount/ cleaned out the patch. WIBX, I tica PROGRAM: Ed Slusarczyk's Farm & Home Show SPONSOR: Wilfred Funk, Inc. \U.\( A : Schwab and Beatty CAPSULE CASE HISTOID : These publishers ventured into a one-week trial to further sales of the book, "Hoiv To Stop Killing ) ourself." The means: a participation ■lail\ on the Housewives' Protective League program I Galen Drake I . Funk planned to spend $1 per order dur- ing the one-week trial. But. in that time. Galen Drake produced 516 orders for a $1,522.20 sales gross. Pub- lisher's cost per order, 90^. \\< BS. Vu York I'lK M.K \\| : llnu-rum-' Protective League Advertisers who participate in The Yankee Network News Service have one idea in common — they want their broadcasts inside each local area . . . from home-town station to home- town audience . . . for maximum local effec- tiveness. For example: FIRST NATIONAL STORES * Who better than they know the Home- town pattern? Who better than they, from their many years' experience in radio, know that it pays off to use the Yankee station nearest the First National Store in any community. First National is one of thirty clients regularly using the Yankee Network News Service to reach the Home- town audience. * First National Stores participate in the Yankee Network News five days a week, Monday through Friday in the 8:00 A.M.— 1:00 P.M. — 6:00 P.M. editions. Go Yankee with the Yankee Network News Service 8 A.M. 9 A.M. 1P.M. 6 P.M. 11P.M. A crowning achievement in home town acceptance The Yankee Network DIVISION OF THOMAS S. LEE ENTERPRISES, INC. 21 BROOKLINE AVENUE, BOSTON 15,MASS. 22 OCTOBER 1951 45 What's the secret of success In progrttminy music effectively on TV? I Vice President in Charge of Sales Bruno, New York, Inc. New York The picked panel answers Mr. Kaye To insure that music on televi- sion has the max- imum impact on the audience, I believe you must dramatize it. If you let a great artist stand in front of the cam- eras in a neutral setting and sing a great song, the result will probably be pleasing enough; but, by taking a song and giving it a "treatment" you add another ingredient to the actual beauty of the sound. You add visual interest which, of course, is the life- blood of any medium that utilizes pic- tures as its primary impact. "How Deep Is the Ocean" is a tune that has been done hundreds of times on television. It is a "boy-girl" song that asks: "How much do I love you ... I tell you no lie . . . how deep is the ocean . . . how high is the sky . . ." Winn ui- presented this song recently on the Freddy Martin Show we took the title literally. We began with a shol of a goldfish bowl in extreme closeup. The effect was that the cam- era was under water in the ocean. We lowered a golf ball on a wire into the bowl. This looked like a bathysphere. These two shots were seen over the in- troductory music. Then we dissolved to the interior of a large mock bathy- sphere and the bo) singer, dressed as a scientist, sang the song to his girl assistant. Outside the portholes fish swam by, stopping now and then to look at what was going on. We ended in a kiss, our only concession to the "norm" and then during the applause we reversed the opening shots. The audience saw the miniature bathy- sphere rise leaving just the underwater shot. This number was tied into the script but even taken singly it serves to dem- onstrate how "dramatization" can be used to build visual interest. Perry Lafferty Producer-Director Freddy Martin Show, NBC-TV New York Television's vis- ual impact is the basis of its im- mense popular- ity, but rob it of its voice; blot out the musical ac- companiment that embellishes virtu- ally all the top- drawer programs now being aired on the nation's video stations, and the new medium would lose its appeal. Granting, then, that the aural forms an integral part of TV programing, how can music best be utilized in this coltish communications offspring? The question posed makes it appear such integration is clothed in secrecy. "What," asks Mr. Sponsor, "is the se- cret of success in programing music effectively on TV?" Public acceptance, it would seem, is the premise upon which one must con- sider the question. In radio broadcast- Mr. Baltin ing, the public has shown a high re- gard for the recorded musical pro- gram. Disk jockeys form a powerful wing in the aural field. Radio also de- veloped a latent interest on part of a large segment of its audience in classi- cal and symphonic music. Motion pictures enjoyed their great- est success after sound was injected in the late 1920's. As a purely visual me- dium, films won public favor, but it took the addition of the voice and par- ticularly music to lift the cinema to one of our greatest art forms. Since the success of music in radio and motion pictures is no secret, one has ready access to the forms employed in these media. By intelligently blend- ing them for television, effective use of music has and is being made in TV. Our own experience has proved this to be true. In one instance, 25 stations across the nation are making use of a film format we developed whereby pop- ular records actually spring to life on the television screen and become a vis- ual as well as aural treat. Hence, one of radio's most popular forms adds a visual dimension and takes on impor- tance as a program vehicle on TV. In another instance, "long hair" ad- herents who have been looking for television program fashioners to tailor presentations that portray great sym- phony orchestras performing master works, are having their wishes satiated through the blending of music and the camera lens in the symphonic series we are distributing. With the development of patterns for music in television, the new medium is enriched. Oxerlaid as transparencies for emphasis and impact on moods in dramatic offerings, or featured as vital segments on variety programs, these 46 SPONSOR musical patterns enrich TV and widen its scope of public acceptance. Will Baltin General Sales Manager, TV Department Screen Gems, Inc. New York The secret of suc- cess in program- ing music effec- tively for televi- sion' Mr. Douglas i? Frankly, I don't think there's any secret; in fact, it's so evi- dent that it prob- ably appears too simple to be suc- cessful. The an- MR. SPONSOR: swer: give the viewing public what they want musically and make it as attractive as possible. The continued success of Cavalcade of Stars which is now in its third year would seem to indicate that on a revue show of the family type that goes into the living room of Mr. and Mrs. Aver- age America, it is not wise to program music that is either too esoteric or too cliche. The happy medium is the best formula: music that is familiar to all without being worn thin by too great currency in either the past or present. On Cavalcade of Stars we vary the musical offerings by presenting selec- tions fairly well known to all on the popular as well as the classical level. Our range encompasses everything from boogie-woogie to an operatic area and no one yet has accused us of be- ing low brow or high brow. A typi- cal musical run down, as culled from a recent show, for example, looked this way: we opened with a Woody Her- man specialty called "Apple Honey." Next Mel Torme sang two popular songs of the fairly recent past,, "John- ny One-Note," and "Blues in the Night." Maria Neglia's magic violin was heard in "Zigeunerweise" backed by the June Taylor dancers. The next musical number starred Lois Hunt. Metropolitan Opera soprano, singing "The Laughing Song" from Die Fled- ermaus. The show closed with Jackie Gleason in a slapstick sketch done to the accompaniment of a tinny old pi- ano which evoked considerable nos- talgia. This catholicity of musical taste no; only seems to ring the bell with an im- ( Please turn to page 95) 7 if irfHJgH TlfiflE j New Orleans' Favorite Noontime Show Is Setting New "Highs" For Sponsors! • Ninety minutes of music (live and recorded), mirth and merriment by New Orleans' top radio personalities. It's the "Perfect Com- bination" ... for Spot Participation! • Write, Wire or Phone Your JOHN BLAIR Man! THE fe HIGHTIMERS 22 OCTOBER 1951 47 i^ii^siHSj^yva ;iV>iV^pr>^. ^ Hf^ SI K ■ iEZ'^^P^S] Kcrdio reaches customers with split-second speed and gets immediate action. Economically! As illustrated by the case of the poultry shipper who found that, due to postal regulations, he had to sell 5,000 baby chicks (held up by a shipping delay) within forty-five minutes. He brought his problem to the attention of kmox (represented by CBS Radio Spot Sales). And kmox immediately brought the story to the attention of its listeners. The result? A full five minutes before the deadline, all the chicks were gone . . . all 5,000 of them sold within forty minutes. By one announcement! Any time you want to sell— whether it's a one-shot emergency, a seasonal drive or a sustained year-round campaign — Radio is the way to do it easily and economically. And the way to use Radio most effectively in thirteen of your best markets is to use the stations represented by CBS Radio Spot Sales* *CBS RADIO SPOT SALES represents: KNX, 50,000 watts-Los Angeles WCBS, 50.CC0 v.atts-New York WCAU, 50,000 watts-Philadelphia WCCO, 50,000 watts-Minneapolis WB8M, 50,000 watts-Chicago KMOX, 50,000 watts-St. Louis WAPI, 5,000 watts - Birmingham WTOP, 50,000 watts-Washington WBT, 50,000 watts -Charlotte WRVA, 50,000 watts- Richmond WEEI, 5,000 watts -Boston KCBS, 50,000 wctts-San Francisco KSL, 50,000 watts-Salt Lake City and the Columbia Pacific Network . . . and for the best in radio, call CBS RADIO SPOT SALES By BOB I OKI >1 \\ When \ears ha\e elapsed and this present era of television is looked on as we now look upon the fauna of the Jurassic Age, we shall. I am sure, con- sider today's TV with amused indul- gence. But I doubt if we shall ever re- call with the slightest pleasure the des- picable conditions brought about by the station-freeze. If ever there was a stream of arguments for competition and freedom-of-enterprise, the 30-odd one-channel towns across our country are it. For they are the bane of time- buyer and sponsor, network manage- ment and home-viewer alike, giving blatant testimony to what happens when monopoly is the order of the day. For the time being, let's dismiss those individuals in local outlets who really try to program as best they can, thinking as sincerely of their public as they do of the fast buck. But remem- ber, even these are trapped by the na- ture of things. If Berle is going through at 8:00-9:00 p.m., EST, they can't do much about it, regardless of what is opposite him. With four net- works desperately attempting to get every possible half-hour and, as a re- sult, often encroaching upon the few minutes supposedly reserved for the SPONSOR: Red Cross Shoes AGENCY: Stockton, West, Burkhart, Cincinnati PROGRAM: Irving Berlin's "Salute to America," NBC-TV This hour-long i \l r .i\ auanza, made superb- ly melodic by tin- great iunes of Irving Ber- lin, was also a pleasure to watch, thanks mainly to Dinah Shore and Tony Martin. It is one of, I hope, a long series <>l once-in-a- while programs and, as such, is as smart a vnture into television advertising as any I've yet to see. However high the cost of these programs (the tab i- reported to be $100,000), the merehandisintr value in addi- tion to the direct 3ales i (feci must already have well repaid the advertiser. Although I'm not their market, Red Cross shoes have station locally, there's little time left for the imaginative or courageous sta- tion manager. We will remember more vividly, I'm afraid, those local TV-operators who are making way for whichever adver- tiser or network slips them the most money. I find it a distinct pleasure to live in New York, where the main program- argument is the one you have with your youngsters as to how long you can watch the ball game before they are allowed to flip to any one of half a doz- en other outlets — an area serving up every day fare varied enough for a Roman holiday, and I'm frank to say I'm happy I don't live, say, in Pitts- burgh or any other single-channel mar- ket where you take it or leave it. In Pittsburgh, for example, DuMont tries as honestly as it can to bring in the best for this large market. They do make an effort to appeal to their audi- ences' variety of tastes (and still play fair with their own financial necessi- ties) by picking up one program from this network and another from the next on an every-other-week basis. But it's the constricting peculiarity (Please turn to page 76) split my sponsor-identification of shoe manu- facturers in half, vying closely now with Adler the Elevatorman. Viewing this program repaid me in more than entertainment, too, because I learned how difficult it is to show a close-up of a woman's feet with any degree of grace or beauty. Two lengthy commercials on Red Cross shoes presented many light close-ups of what I'm sure were among the best-shaped and best-shod feet in all model-dom, but by I lie time the TV cameras foreshortened things and the lights brought out the sinews, veins, and bones in full prominence, every shoe looked ;i> haute mondc as the sneakers I wear fishing. On the oilier hand (or should I say foot?), when Ruth Woodner, as efficient and com- petenl a femme-announcer as TV has pro- duced so far, held a pair of Red Cross shoes in her hands, these shoes looked smart, graceful, and ver\ desirable. This gal, by the way, has a quiet charm plus a rare qual- ity known as brains which helps her to per- form a superb sales job. That's another rea- son it seems criminal to me ever to use her just as voice-over announcer. When she was on camera with the shoes, the copy was de- cidedly fine. SPONSOR: Crosley Radios AGENCY: Benton & Bowles, N. Y. PROGRAM: One-minute anncmt. One of the most amusingly animated se- quences (producer, John Sutherland Produc- tions, Inc.) that I've seen used commercially to date occurs in the opening of this Crosley announcement. A beautifully illustrated gal and her husband continually change the dial setting on their radio so that recipes blend with the baseball scores, neither being able to tune into his or her favorite program. The sound track is as adroitly done as the animation. We then dissolve to a number of live sequences in which the solution to this problem occurs — that solution being a radio for every room. Live footage then shows the various radio models off to excellent advantage, whether on the beach, in the kitchen, or beside dad's easy chair. Here is a sound hard-hitting announce- ment, starting off with a lilt and ending with real sell. It is excellently produced, well lighted, with appropriate music running under the entire announcement. SPONSOR: White Rain Shampoo AGENCY: Foote, Cone & Belding, Chicago PROGRAM: "Arthur Godfrey & His Friends," CBS-TV Starting with a repetitive ditty and dance handled solo by a young lass who appears from behind a bottle of White Rain (and cutely punctuated by some Petrillo-evading sound effects) this spot then plunges into straight demonstration. The trick of a match dissolve from the big bottle to a reg- ular-sized one in a girl's hand is utilized to good advantage and a smooth transition. This process-shot is reversed for a reprise of the tune and clog at the close, done again by the gal who opened the spot. Here is a soundly constructed film, yet somehow it seems to miss some of the excitement and novelty I felt when I saw the first White Rain space advertisement, and anytime a printed ad out-does a TV commercial, it causes me to feel a bit blue. The printed advertising made use ol spritel\ layout and good Colo] to give a freshness that was in keeping with the product. 50 SPONSOR PULSE, TELE-QUE AND RORABAUGH REPORTS PROVE IT MONTH AFTER MONTH: IN SAN FRANCISCO BAY AREA TELEVISION (3 STATIONS) #v LOOKERS: The largest number of top-rated, audience-building shows are on KRON-TV SPONSORS: The largest number of advertisers use KRON-TV more eyes — — - — "■ HIGHEST ANTENNA IN CENTRAL CALIFORNIA ASSURES "CLEAR SWEEP" COVERAGE FOR YOUR TV SPOTS ON... St^ NlOfct SAN FRANCISCO CHRONICLE • NBC AFFILIATE Represented nationally by FREE & PETERS, Inc New York, Chicago, Detroit, Atlanta, Fort Worth, Hollywood. KRON-TV offices and studios in the San Francisco Chronicle Bldg., 5th and Mission Sts., San Francisco 22 OCTOBER 1951 51 ~\ ■'^•'Z'Z-y'0'}'^. Y tf , '$k NUMBER OF UNITED STATES HOMES WITH RADIO SETS 1949 — 42,000,000 • 1950 — 45,000,000 TOTAL RADIO SETS IN USE IN UNITED STATES 1949 — 81,000,000 Radio's use and popularity have increased steadily ever since commercial broadcasting started in 1920. And today, more people listen to radio than ever before in its phe- nomenal historv. No other medium of entertainment and public service can show such astonishing growth and widespread acceptance. Evidence that radio has become an integral part of everyday life to the aver- age American is the fact that, in addition to the millions of home radios, 17 million automobiles (47% of the total on the road 1950 — 90,000,000 today) have radios installed. The success of radio is a tribute to the faith and loyalty of the American people as listeners, as well as to the initiative and foresight of the American people as broadcasters and ad- vertisers. The concentration of radio in the home and overall sets-in-use is so great that public acceptance of radio is virtually 100%. It is no wonder, then, that radio is America's greatest entertainment and public service medium. * Broadcasting Yearbook 1951 RADIO NET TIME SALES 1949 — $425,357,133 • 1950 — $453,605,722 RADIO GROSS BILLINGS • 1950 — $676,173,000 1949 — $629,000,000 There must be a reason for this substantial increase in radio advertising expenditures . . . and there is. Advertisers and time-buyers know from experience that radio reaches more people more effectively, and at lower cost than any other medium. Consequently, they know their radio advertising delivers the sales results they want. And the consistent increase in radio billings each year since the 1930s demonstrates radio's popularity with sponsors. More than ever, radio is America's greatest advertising medium. THE FORT INDUSTRY COMPANY WWVA, Wheeling, W. Va. • WMMN, Fairmont, W. Va. • WSAI, Cincinnati, O. WSPD, Toledo, O. • WAGA, Atlanta, Ga. • WGBS, Miami, Fla. • WJBK, Detroit, Mich. National Sales Headquarters: 488 Madison ive.. New York 22, ELdorado 5-2455 This SPONSOR department features capsuled reports of broadcast advertising significance culled from all seg- ments of the industry. Contributions are welcomed. XL stations thank sponsors for presenting tops in shows The long-time, consistent radio ad- vertiser is getting a nod of appreciation for bringing the best in news, music, information, and entertainment to the public. The token of esteem: "Ameri- can Radio" bronze plaques awarded by seven XL stations in the Pacific Northwest. The idea of giving the radio adver- tiser this recognition was propounded by Ed Craney, president and general manager of KXLY, Spokane. The "American Radio" committee is headed by C. C. Dill, former chairman ..I ill.- Senate I 1 1 1 > • 1 - 1 ; 1 1 < ' ( 'onnneire enlll- mittee. Other members are: Carl Ha- "American Radio" plaque salutes bankroller verlin, BMI president; Otis Rawalt, well-know n figure in the representative field: Sol Taishoff, editor and publish- er of Broadcasting; and Ed Craney. Among the advertisers given the awards are KXLY's oldest account, Dr. David Cowan. Peerless Dentists (21 \eai.».i: Sears Roebuck (15); Wash- ington Water Power Company; Ralph's Clothes Store, and Palace Department Store (12). National advertisers on the XL sta- tions awarded "American Radio" plaques include Colgate-Palmolive-Peet 54 (5) ; Carter Oil (5) ; Davidson Gro- cery-Loose-Wiles Biscuits (10); the Texas Company (15) and the Ana- conda Company (20). * * * J%BC stars prove power of spoken word in new film "People Sell Better Than Paper," the NBC network radio slogan, is the theme driven home in the network's latest radio sales presentation. Titled "This ... Is NBC," this half hour sound-slide film was conceived by Ja- cob A. Evans, manager of NBC Radio Advertising and Promotion, and fea- tures commentary by John K. Herbert, vice president and general sales man- ager for the radio network. The film, in emphasizing the power of the spoken word over the written word, uses the voices of Tallulah Bank- head, Dean Martin, and Jerry Lewis, Jimmy Durante, Fibber McGee and Molly, and virtually every other top- rated NBC star. Four announcers, a 26-piece orchestra playing specially- composed music, all help to drive home the fact that "network radio is the most taken-for-granted advertising force in the land." Statistical highlights: out of every 25 passers-by 19 listen to NBC radio for a total of 111,344,000 listeners weekly or 73.9% of the population. This is far above Life's four out of 25 passers-by reading the magazine or 16.5% of readers in the U. S. popula- tion. $22,000 will buy the prospective advertiser a nighttime half hour on the full NBC radio network and that will deliver 7,794,000 people. The same amount of money will buy a two-color, full-page ad in Life — will deliver 5,- 747,000 people. Advertisers and agencies will get a chance to see NBC's powerful presenta- tion shortly with schedulings due for Chicago and Los Angeles in addition to its New York presentation. * * * Show for teens pushes soda-record-hot dog sales A good part of the teenager's dollar goes toward the purchase of three items: soda, records, and hot dogs. And three New Haven, Conn., adver- tisers, Cott Beverages, David Dean Smith (records), and Carl Roessler ("Yellow Tag" frankfurters), have combined to reach teenagers via Juke Box Saturday Night. The three-hour record-request pro- gram, on WELI from 9:00 p.m. to mid- night, is m.c.'d by d.j. Toby Baker; his approach to the show and the prod- uct "sell" is highly informal. Baker's first step when he started the show was to create a "party" feeling among the audience. He achieved this by making on-the-air phone calls and talking with high school students about what went on in their homes Saturday nights. Jack Cott, president of Cott Bever- wmm, Sponsor, d.j. give customer point-of-sale pitch ages, was the first to go for the hook- up between teenagers and his products. D.j. Baker started the sponsor rolling with a campaign to promote Saturday night dancing parties. His show an- nounced parties on request by listeners, and Cott beverages were suggested to highlight each party. As sales jumped so did product and show promotion. But of course soda pop isn't the only- product that sets well with teen-agers. David Dean Smith, owner of the larg- est record retail outlet in town, rea- soned that the show could also sell for him. He had a particular sales problem. His store is located in the middle of Yale University, away from the center of New Haven. College patronage built his business, but local high school trade was sparse. Smith confined his advertising almost exclusively to WELI's Juke Box, inviting teenagers to stop in after school, look around, make David Dean Smith's their meet- ing place. Within the space of one year, record sales have increased by one-third aided by a good tie-in — re- SPONSOR Advertisement naming of the store as the '"Bop 'N Pop Shop." Roessler "Yellow Tag" frankfurters completed the teen-age product trio. D.j. Baker's radio pitch on the frank- furter follows the same pattern set with Cott's beverages and the record shop. And the hot dog completes the "party time" menu. Whenever the youngsters get together Baker suggests they use Roessler's; refers to the product as the "happy hot dog." In addition to its sales success, Juke Box Saturday Night is making a vital community contribution toward the prevention of juvenile delinquency. Saturday night has become party night but at home instead of on the streets. • • • Political one-timer yiv>es WIP advertiser "extras" One-time shots pack a lot of impact. For proof there's Bobby Thomson's ninth-inning home run against the Dodgers to clinch the National League flag. For radio impact, Warner Man- ufacturing Company (for Warner Weather Master storm window) is util- izing WIP, Philadelphia, one time on 6 November to cover the municipal elections. Broadcast will begin at 8:15 p.m., run continuously throughout the night and early morning until the can- didates have been elected. Warner and their agency, Melvin E. Bach and Company, Newark, think they have something "extra" in this Election's appeal heightens air selling impact election returns broadcast. There's a "revolution" going on in Philadelphia politics. For 27 years the city has been a Republican stronghold; however in the past three a reformed Democratic slate has been elected. The fall elec- tion looms exciting. Jack Lipman, vice president of the Warner Manufacturing, and Melvin Bach, head of the sponsor's agency, give their reasons for the one-time po- ( Please turn to page 70) THE NEEDLE! Vice Pres. fien'l Mgr. Associated Program Service 151 W. 46th, N. Y. 19 Questions . . . questions . . . from broadcasters all over the nation. All of them about those remarkable new APS Specialized Libraries. And here are the answers: Q. These new specialized libraries sound terrific. But none of the five you describe exactly fits our needs. Can you build a special library just for us? A. Certainly. Tells us what you want. We have the music — the best in the business. We've just finished build- ing a special concert library for one station . . . cost $32.50 per month. Q. Here's our order for that Radio Music special library at $47.50. Now how do we get new music releases? A. For an added $5 per month, sub- scribers to the Radio Music Library ($47.50) or the Popular Music may select two discs per month from our regular full library release ... or 24 discs per year from the the full APS catalogue. Q. What's in these special libraries? Different music? Are they old discs? A. These specialized APS libraries are built from the full, basic APS li- brary. The selections are from that li- brary. The music is the same. And every disc is brand new. Q. I'm ordering two of your APS specialized libraries, and I'd like a cabi- net. Yours seems to be perfect for our library, but since we don't get a cabinet with these small libraries, how can I arrange for one? A. We'll sell you a brand new APS custom-built cabinet, designed by broadcasters for broadcasters, for $125, FOB New York. Then, it's yours for all time, to use as you wish. Q. I'm using these APS specials, and my staff is wild about them. Now I wonder whether I made a mistake in not ordering the full library. Can I still do this without penalty? A. Certainly. You can convert to the full APS library any time during the life of your APS special library contract, simply by signing a full li- brary agreement. Q. Can you let us see the list of titles and artists comprising these special li- braries before we decide? A. On request we'll send you con- densed catalogues for the APS Com- mercial Library ($22.50 per month) ; Production Library ($19.50) ; Show Medley Library ($22.50) ; Popular Li- brary ($39.50) ; and Radio Music Li- brary ($47.50). We'll have catalogues on the newest units, a concert library and a novelty library, shortly. Just write for them. Q. Explain how your special dis- counts work. A. Easy. First, we'll give you 5% for cash-in-advance. That's because these units cost so little that we both save by eliminating monthly billings. Thus, if you wanted our Commercial Library at $22.50 per month for one year, your regular cost on a monthly basis would be $270. Send your check with order for $265.50, and you're paid up in full. Then, there's a 10% dis- count if you order two or three of these special libraries. Let's say you wanted both Commercial and Radio Music units. Add $22.50 to $47.50 and you get $70 per month — less 10% to bring it to $63. That's $756. per year —less 5%, or $718.20 if you pay in advance and save $37.80. Q. It looks too good to be true. What's the catch? A. None. It's so logical and sensible it's incredible to us that this service hasn't always been available. But it is now! Q. Can you send audition discs? A. To speed things up we've created a single disc with selections from all the APS special libraries. We'll send it on request. Most broadcasters are already familiar with the famous APS quality, however. Q. Your monthly bulletin, "The Needle", is perfect for our sales staff. How many copies can you send us? A. Every APS subscriber — full li- brary or specialized library — may have copies of "The Needle" sent to the members of his sales staff. Just send us a list. Q. We're subscribing to the APS Commercial Library. Do we get the eight half-hour sales meetings and in- structions already issued or do we just get one new meeting a month from now on? A. Both. We ship you all eight meetings already released right away . . . the others come along monthly, at no extra cost. Q. What about these APS Christmas shows everybody's talking about? Who gets those? A. The APS jumbo Christmas Pro- gram Release — biggest in our history — goes to APS Full Library subscrib- ers only. 22 OCTOBER 1951 55 WHEN TELEVISION SELLS... FOR W. T. GRANT CO. IN SYRACUSE M. J. SWANSON, Ad Mgr. of the W. T. Grant Co., Syra- cuse, says, "Our two years on WHEN have proved TV to be successful in promoting the sale of all lines. TV has been especially productive in children's wear and toys. Toy pistols, one of 1 2 items shown on a recent program, brought 64 sales at $2.98, the day after a single 45-second mention on WHEN." TO YOUR NEAREST KATZ AGENCY MAN AND GET THE FACTS ON CENTRAL NEW YORK'S BEST TIME BUYS. THE ONLY TV STATION IN CENTRAL NEW YORK WITH COMPLETE STUDIO AND REMOTE FACILITIES CBS • ABC • DUMONT WHEN TELEVISION SYRACUSE. OWNED BY THE MEREDITH PUBLISHING CO. agency profile EUzttbeth Black Joseph Katz Co. Whenever the topic of veteran timebuyers is brought up it's a prettv safe bet that Beth Black's name will be high on the list. In the process of buying time in the millions she has managed to pick up such a wide range of advertising savvy that two years ago boss Joe Katz, president of the Joseph Katz Company, did the unusual by |.i .minim- I'x'tli in account executive fo] one ol his kej clients. If you have occasion to visit Beth's office, be careful not to start nibbling on any of the tinfoil-wrapped bits of chocolate you may see scattered about her desk. In her capacity of account executive of Ex-Lax she believes in keeping the product in the public eye as much as possible. The public ear is not neglected either, thanks to one of the most extensive spot radio announcement campaigns in the coun- try. Hundreds of stations are used. Born in New York City, Beth went to Richmond Hill High School, but picked up her social polish at Scudder School for Girls. A few months at the American Academy of Arts convinced her that her act- ing talents could best be utilized in the advertising business rather than on the professional stage. "Six months as secretary to A. W. Erickson convinced me that ad- vertising was the field for me." Beth recalls. Moving over to Ruth- rauff & Ryan in 1931, she soon familiarized herself with such jargon as "kilocycles," "station breaks," and "split networks" while perform- ing secretarial tasks for the radio department head. Three years later she became R & R's first timebuyer. One of the first accounts she bought time for caused her one of her most embarrassing moments. Lever Brothers campaign to move Spry into top position called for a very heavy spot announcement schedule. Adjacencies to flash news programs seemed logical until the night of the Hindenburg dirigible disaster. Immediately follow- ing the news flash that all on board were believed burned to death came the merry jingle, "Hi Hi, fry with Spry!" The radio station's switchboard was swamped with calls from indignant listeners. Buying time for such large spot users as Dodge, Noxzema and Gillette prepared Beth for her next move up the ladder. Twelve years agii she became direcloi ..I media I'm llie Joseph katz Co. \sked to estimate the amount of time and space she had bought during the ten year period she held down this post, Beth says, "I've never added up the figures because I'm much more interested in knowing how much of the client s goods were sold." It's this dollars and cents philosophy that has won Beth her national reputation in the media held as an astute buyer of time. 56 SPONSOR pictures, programs, and people "Live" vs. Kinescope Ratings Network Programs "Live" (New York) Kinescope (Los Angeles) Texaco Star Theatre 47.7 22.9 Your Show of Shows 37.8 8.6 Comedy Hour 36.7 18.1 Philco TV Playhouse 35.5 7.5 Godfrey's Talent Scouts 34.3 10.1 The Goldbergs 33.7 12.2 Studio One 33.7 12.8 Toast of the Town 30.8 14.7 Godfrey & His Friends 26.2 11.2 /Average 35.2 13? Source Telepuise, Jon -Mar 1951 averages. Picture quality isn't the only loss network television pro- grams suffer when they're shown as kinescope recordings. They also lose viewers — and in huge numbers. For example : In the first quarter of 1951, nine network TV programs which were consistently among the "top ten" in New York where they were seen "live," were also shown in Los Angeles — also a 7-station market. But what Los Angeles saw were kinescope recordings. And the kinescope ratings averaged 63% lower I Whatever the reason for this drastic rating loss : the in- ferior picture quality of kinescope recordings, or local viewing preferences, or a combination of both — you can avoid it with Spot Program television advertising. With Spot Program television, you can get the better pic- ture quality of film, or of "live" programs which cater to local preferences. Plus other advantages: Complete free- dom in selecting markets — no "must" stations, or mini- mum group requirements in Spot Program advertising; wider choice of stations in the markets you want. All these extras— at no extra cost. For Spot rates are gen- erally lower than network rates for the same time period, on the same station. Enough lower to pay for the extra film prints required, their handling, distribution and other costs. If you're interested in reaching people, through pictures — and at a profit, you'll be interested in the Spot Program story. You can get it from any Katz representative. It shows, very clearly, that . . . You can do better with Spot. Much better. E KATZ AGENCY, inc Station Representatives NEW YORK • CHICAGO • DETROIT . IOS ANGELES • SAN FRANCISCO • ATLANTA . DALLAS • KANSAS CITY 22 OCTOBER 1951 57 BAB-0 BOUNCES BACK (Continued from page 29) Meanwhile, Bab-0 had been running periodic premium campaigns on these shows (about every 13 weeks I and had been spending about s I Ml )i 1.000 of a $2,000,000 budget on the air. It was nothing for a Bab-0 premium (costume jewelry, household gadgets, etc.) to pull up to 300.000 quarters and Bab-0 labels. B\ 1050 — when Bab-0 began to feel the inroads of Ajax — the annual case sales (again, according to adman .Jones I were up around the 5.100,000 mark. The advertising allowance-per- ease had gone down as volume went up, until it was around 36f£ per case. Duane Jones had proved his point — the formula had worked. Daytime radio - plus - premiums could sell a cleanser. The trouble, in 1950, was that the Duane Jones plans no longer worked well enough. Premiums were no long- er a novelty, and their effectiveness, for Bab-0 at least, was diminishing. Too, television was beginning to cut into the You can't cover Indiana's #2 market from another state. Our rates are local and include complete merchandising distri- bution and promotion assistance. We serve 400,000 loyal listen- ers in Negro, rural, industrial, and four nationality groups. Only the Gary Sales Plan sells Indiana's second market. Call us without obligation. Gen. Mgr.-WWCA WWCA 0 * Gary Indiana's No. 2 Market 50 kw Chicago's Radio Monster sacrosanct regions of daytime radio. And the new types of cleansers, typified by Ajax. were beginning to cut into Bab-0 sales. Thus it was, in 1950, that Duane Jones was on the spot and an advertising shakeup was in the cards. As often happens when client and agency don't see eye-to-eye on what's good for the account's advertising poli- cies, Jones (who didn't want any basic radio-TV changes) and Babbitt came to an amicable parting of the ways. In the latter part of 1950, Babbitt an- nounced that it was looking for a new agency and invited a half-dozen lead- ing firms in to make the pitch. One of those was the William H. Weintraub agency, then making a real name for itself by having opened up successfully marginal-hour late-night TV programing with Anchor-Hocking and Broadway Open House. Since Bab-0 is neither a huge business nor a huge account, and since Weintraub's list of advertising successes was as at- tractive as Dagmar's bosom on BOH. the medium-sized Weintraub agency got the account, after much careful de- liberation on Babbitt's part. It's said that the clincher in the all- day session in which Weintraub pre- sented its pitch to Bab-0 was a series of charts and graphs, in which Wein- traub demonstrated a thorough analy- sis of Bab-O's marketing problems and advertising needs. Also, the Weintraub presentation was geared to a single major idea, namely that Babbitt should be promoting, first and foremost, its cleanser in its advertising, and not selling premiums. In the first month of 1951, the Bab- bitt account went to Weintraub from Jones and the era of daytime "soap operas" and premium selling in Bab- bitt's history came to an end. Weintraub promptly went to work on a new Bab-0 ad approach. The first big thing that happened was a complete re-evaluation of radio's role in Bab-0 selling. Down went the axe on David Harum and Nona From Nowhere, which accounted for nearly $2,000,000 in time and talent billings, plus pro- motions and premiums. With hardly a pause for breath. Weintraub staffers concocted a whole new copy approach around the ring- ing slogan of "NO SINK SMOG," and played up as minor themes the big sudsing action and the new fragrance of Bab-O. The campaign was one of those happy inspirations which com- bines positive selling for a product 58 SPONSOR Salesmaker to the Central South The Lion Oil Company reports: "Our radio program SUNDAY DOWN SOUTH originating on WSM has established the Lion Oil Company as an important unit in the Southern states in which we operate, and through it we have gained consumer acceptance to the point that we now compete on even terms ^ with oil companies of all sizes." Radio Stations Everywhere But Only One . . . 22 OCTOBER 1951 59 with a few backhand knock? at the opposition. It did awa\ with the old Bab-0 pitch of Duane Jones days i""It Dissolves Grease") and took a dig at \ju\ with such copy lines as "Surface cleansers with flimsy foam can't get hi Sink Smog, imbedded deep in pits and holes in porcelain." The next step was to apply the new selling tactics to radio. W eintraub was convinced — on the basis of NBC's Hofstra Stud) and other research — that the right kind of radio for Babbitt was something that capitalized on TV's weak points. It had to be flexible, have multiple impact, avoid TV cen- ters as much as possible, compete readily with TV in video markets, be attractive to daytime housewife listen- ers, and be reasonably-priced. In short, a pretty steep list of require- ments. YV eintraub and Babbitt finally found what they wanted on the Mutual Broad- casting System, a network which had not hitherto shared in Bab-0 billings. The program content was five-minute newscasts; the approach, something brand-new to network radio. The se- ries started on 15 January 1951. Here's how the Bab-0 Reporter, with Frank Singiser, works network newscasts a 11:25 a.m., and at 12: and 4:25 p.m. Each of stations carrying the have to take any more casts per day, in order uling easier, and to with local shows. : There are six day, at 10:25, 25, 2:25, 3:25, the 450 Mutual shows doesn't than five news- to make sched- avoid conflicts "The movies accomplished a social rev- olution. Radio hrought about a com- parable revolution, because it had the qualities of convenience and time-coin- cidence that movies lacked. Because of this great advantage over the movies, radio was able to transform our out- look on life." GLEN McDANIEL President, RTMA On an area basis, adding up all the newscasts on stations ranging from WLOE in Leaksville, N. C. to WOR in New York City there are 500,000 Bab-0 individual news programs each year. (Incidentally, this is a big merchan- dising point of Bab-O's in talking to the sales force and retailers. I While all the Bab-0 news stations on MBS are not, by any means, in non-video areas, the bulk of them — 1000 WATTS ™ton*s most far reaching station WPAL programs to well over 200,000 negro listeners — selling with such programs as "Blues 'n' Boogie", "Harlemoods", "Jive Parade", and the new month-old "In The Garden" program of request hymns and spirituals, heard Mondays through Fri- days at 8 a.m. Conducted by Charleston's outstanding negro leader, Emmett A. L. Lampkin, former Broadway and network radio actor, this appealing program has found its way into the hearts and lives of our Southern people. Let the charm and simplicity of "In the Garden" sell to the Southland for you . . . See our representatives. Z7d?£& of CHARLESTON SOUTH CAROLINA 3obt\ K. Pcefifdwi Co. S.£»; 0o«»-Ct«ty<<»« A&anvf due to Mutual's great strength in small towns — do not have to compete with daytime TV. Also, Bab-O's news se- ries is designed to attract "habit" listening among housewives, now more news conscious than ever since Korea, price controls, the draft, rationing, and other news has been filling newspaper pages. If the Bab-0 radio operation sounds rather like a "spot" operation, don t be surprised. Bab-0 and Weintraub virtually treat it as one although it is basically a network operation. For, Bab-0 has found that, with as many as 25 news shows a week on a single station, some fancy flexibility can be achieved, resembling what you get on spot radio. Primarily, this hinges on the use of local or regional cut-ins. Having put premium selling temporarily on the shelf. Bab-0 is now concentrating on the use of "One-Cent Sales" (three cans of Bab-O, in a package, for the price of two and a penny) to "sample" new customers. This has been worked successfully in Miami. Jacksonville, and Tampa — three areas where the air- backed promotion soon accounted for 90' < of all cleanser sales — and in other areas from Madison (Wise.) to Clew- land, New York, Los Angeles, and Chicago. Local and regional "insertions," via live cut-ins worked from a cue sheet, back these campaigns in the areas where the "One-Cent Sales" are operat- ing. Some stations are paid for these cut-ins. others are not. This depends on how much promotion and merchan- dising has been done by the station during the previous airings of the Bab-0 Reporter. This new approach to daytime radio has worked similar wonders for Bab-0 in other areas, and is proving itself to be one of the most resultful ways to use the older broadcast medium as davtime TV grows in strength. Not that TV has in any way been ignored in the new lineup of Bab-0 advertising strategy. In fact, Bab-0 ad dollars are going into TV now at a rate thai is about two-to-one with radio, and TV is the keystone of the new7 Bab-0 1951 campaign. Just five days after the 15 January, 1951 start of the Bab-0 Reporter, and before the soap opera cycle was in its ollicial grave. Bab-0 became part of a Weintraub-promoted TV invasion of another marginal time period: Satur- da\ morninus. 60 SPONSOR amazim revelations a tout m le raciiic Coast 28 Stories in One! If you need ef- fective* penetration in Northern California at the lowest possible cost, KNBC will deliver all 28 of the key markets as compared to 14 for the largest magazine, 8 for the area's leading newspaper, and only 1 for the leading television station. Tender Love Story! KNBC has the largest weekly BMB audience of any S.F. station — in the city, the entire Metropolitan area and the whole state of California. In fact KNBC reaches 50% more people daily than the next best station. Blazing Passion! Even in TV peak viewing time (6-10 PM) radio has 63% of the S.F. broadcast audi- ence. There are 9 times more radio homes (1,885,000) in San Francisco than television homes (210,000). Treasure Chest! KNBC literally poured gold into the coffers of a national book-publisher, delivered the lowest cost-per-order of any of the other 7S stations he used across the country, 20% lower than the next best station. One year later KNBC delivered sales for the same advertiser at a 30% lower cost-per- order than he had expected. Thrilling Characters! KNBC's own top favorites, backed by stars of NBC's big network shows, help station's Hooper and popularity outstrip all other S.F. stations - such as Judy Deane (9—10 am), Jane Lee's Woman's Magazine of the Air (10-10:30 am since 1932), BobCetts (10: 15-10:30 pmMWF), ]immy Lyons Discapades (midnight — 1 am, Mon— Sat). > You can't afford to miss this story These are some of the reasons on the books why KNBC is your best media buy in San Francisco and Northern California. Just so, all seven major market stations represented by NBC Spot Sales are the best buys in their areas. And that's only one reason why first calls just naturally are put in to NBC Spot Sales. Serving only seven key radio stations, your NBC Spot Salesman has the time to devote to your account . . . the knowledge, organization and research service to show what Spot can deliver for you in the nation's key markets . . . via Radio, America's No. 1 mass medium ♦"Effective penetration vering 25% or more of the total families in each market jrom the nbc spot sales ^Best-seder Groub WWfA« *» KNBC Here are the Authors of the 7 yUC SPOT Best sellers: WNBC New York WMAQ Chicago WTAM Cleveland WRC Washington KOA Denver KNBC San Francisco WGY Schenectady— Albany— Troy Represented by NBC SPOT SALES New York Chicago Cleveland San Francisco Hollvwood 22 OCTOBER 1951 61 Along with Maidenform bras and Seeman Bros. (Air- Wick), also Wein- traub clients, Bab-0 bought in with a weekly show entitled Two Girls Named Smith on ABC-TV in the noon to 12:30 p.m. spot. The two other clients followed, alternating in the 12:30 to 1 p.m. spot with Faith Bald- win. Not onlj was Two Girls Named Smith — an "Irma"-type TV series about a couple of struggling career girls in New York — a dramatic in- vasion of a new time period, it had a couple of new wrinkles in timebuying as well. Nighttime TV is notoriously difficult to clear, although daytime is recognized as much easier. However, Weintraub was taking no chances. It sent "traveling timebuyers," some- what in the manner of the men Avho traveled the grass-root areas of radio for Bulova Watch in the old days, around to all the TV areas. A station manager might be inclined to sav "No" to a long-distance call from Madison Avenue; when seated across the desk from the persuasive Only ONE Station DOMINATES This Rich, Crowing 15-COUNTY MARKET WITH DRUG SALES OF $12,474,000 "Sales Management, 1951 Survey of Buying Power '!ffi#fou4*MiS^ert£h&\1 : l>ul we kepi adding stations each season," All of the shows Miss Jones buys are daytime participations. Most follow the disk jockey pattern of music and chatter plus transcribed commercials. She evaluates her buys with hard-head- ed realism: "This is my theory and both the ac- count executive and the client go along with it. If you're on a show for 13 weeks and the talent hasn't been able to get people to buy Carolina Rice, he never will. So in most cases we use a show for only 13 weeks at a time. If the program doesn't prove itself, we don't use it again. If it does, we still drop it for a while. We give the talent a 13-week rest to come up with some new approach, and meanwhile go out after a new audience. '"Our main concern is reaching new customers all the time. We're con- vinced that once a person uses Caro- lina, if she's a regular rice user, shell stick to it. It's true that we may keep an outstanding show like Doctor Jive • ••••••• "Make certain that the media in which von run have heen independently re- searched to deliver the greatest number of prospects — not readers or listeners — per dollar." RICHARD MANVILLE President Richard Manrille Research on WWRL. but after the first 13-week cycle we'll cut down from six to three participations a week, putting the other three on one of the station's other pro- grams to reach new people. However, we'll keep one like Milo Boulton on WPAT because we like his merchandis- ing tie-up with Acme stores." Carolina will shortly cash in on another merchandising plus when WWRL's "Operation Tie-In" gets un- derway. The Woodside (Long Island I results .CM* MK fcVCE^ IXie 9~: .— t.io» ?ar i.o its ierv- '-isi^S *aS on werCU~" ^ -RIGS ■JtT& is ^0^L COl^ 0Si fcXWMW > c«w ^•> station, which programs heavily to Ne- gro and foreign audiences, has a work- ing agreement with 150 supermarkets and groceries in Harlem. Carolina Rice will be among the first four WWRL advertisers to be featured along with station talent on three-color 12 x 20 inch display cards. The sta- tion will give Associated Grocers of Harlem, the cooperating group, free plugs over the air. With dramatic proof of spot radio's success, both client and agency are on the threshold of expansion. They've tried modest test campaigns for Caro- lina in other markets, including Chi- cago and Philadelphia — but concluded that the saturation technique was a must. Until there's sufficient distribu- tion for full-scale radio campaigns in other markets, the company is tem- porarily holding fire. Soon, however, it's expected that the same saturation method using radio and the jingle will go into action in additional markets where sales justify the expense. Plans, too, are underway for adapting the jingle to a commercial film which could be used on TV. The Carolina Rice expansion in spot radio will use metropolitan New York as a base from which to expand in sev- eral directions. Many stations of the present New York schedule already reach most of New Jersey, out onto Long Island, down into Pennsylvania, and up into southern New England. These will be further strengthened bv over-lapping stations as the campaign unfolds. There are also indications that the company will jump over to the mid- west as well. Exactly when this expanded cam- paign will get started is still uncertain. Present expectations put next year's total ad budget 40% higher than this year's. But the rice market and gro- cery store distribution hold a question mark over the use of this extra money. And more money won't necessarily mean the addition of television. Though the agency is working up a TV film for Carolina, the company has no in- tention of going into the visual me- dium, at least not yet. They feel tele- vision is not right for them at present. Meanwhile, a national magazine campaign for River Brand, the com- pany's other packaged product, carries a tag for Carolina. The long-grain rice has considerable distribution outside New York, though not nearly as good as River Brand's national distribution of about 70%. 68 SPONSOR \HW0 LOS ANGELES TV HEADLINER! GENE NORMAN SHOW on KNBH Ace TV disc jockey, Gene Norman, teams up with Snader Telescriptions . . . it's the brightest nighttime participation show in Los Angeles! Here's a neatly tailored, hard-selling TV show with a ready-built audience to help you sell your product or service in Los Angeles. Gene Norman has heen the tops in radio disc jockeys in this town for years. Now he swings his loyal audience to TV on KNBH. With rare technique he introduces the glamor- ous Snader Telescriptions: top-quality motion pictures of well-known singing, dancing and musical novelty acts . . . filmed in Hollywood expressly for television. Peggy Lee, The King Cole Trio, Patricia Morison, Tex Ritter, Red Nichols and His 5 Pennies, Cah Calloway, Mel Tonne and a host of other stars appear every week on The Gene Norman Show. You can huy participations on The Gene Norman Show for an amazingly low figure. The show is viewed from 10:30 to 11:00 p.m., Monday through Friday. Contact KNBH, Hollywood, or nearest NBC Spot Sales Office, NBC HOLLYWOOD - TO SELL THE BUYING MILLIONS IN AMERICA'S 2ND LARGEST TV MARKET! 22 OCTOBER 1951 69 OUT OF HOME LISTENING REPORTED BY PULSE In July, 1951, Pulse measured radio audi- ence out of the home in these markets: Buffalo St. Louis Chicago Washington, D. C. Cincinnati Boston Philadelphia Los Angeles Detroit Minneapolis-Sr Paul San Francisco Atlanta These reports are available to radio sta- tions, advertising agencies and adver- tisers. If you want to count the total radio audi- ence, you must have these out of home measures. For information about these and other Pulse re- ports .... ASK THE PULSE THE PULSE Incorporated 15 West 46th Street New York 36, N. Y. Another likely development is a switch in River Brand's media strategy from strictly newspapers and maga- zines to radio. Arthur B. Churchill, agency account executive, explains the hesitation in putting River Brand on the air: "We have developed another jingle, this one for River Brand; it's now heing approved. But we're mov- ing very slowly because the Carolina jingle set such a high standard that we feel some trepidation about getting another as good. ' Chances are that the River Brand campaign will expand on radio faster than the Carolina, since River Brand has what the company considers suffi- cient distribution in more markets. There are hints that a full-scale spot radio campaign for River Brand would draw a considerable share of its budget from magazines, newspapers. Whichever comes first, a continua- tion of the astute tactics used so far should assure the company even great- er sales than in the past. The compa- ny's statements show that in 1950 it took in $21,282,973— which is up $3,- 000,000 over 1948. Many of those ex- tra dollars are accounted for largely by the jingle with the Southern drawl. • • • ROUNDUP {Continued from page 55) litical broadcast: 1. Listenership is at a peak because of the intense interest in almost any election. 2. Radio as against newspaper ad- vertising lends itself to a more dra- matic presentation. The voices of well- known announcers, political figures and the like; shifting of information points from one headquarters to an- other: plus the issuance of important tabulated figures all add up to on-the- spot, vital, news coverage. 3. The broadcast will provide War- ner with an ideal "shot in the arm" feature for hypoing winter sales in the Philadelphia area. For WIP it marks some 20 years of Philadelphia election <-o\crai«ie. Direc- tion of the election will be divided into two segments, with Murray Arnold. WIP program director, supervising all returns put on the air and coordinat- ing the material used in the studio be- tween announcers and analysis. Pro- ducer Ed Wallis will operate an inter- woven net of 20 telephones from the WIP master control room making il possible to switch, in five seconds, to any of the WIP reporters in outlying locations. A complete crew of some 30 people will be used to bring listeners election coverage. * * * Briefly . . . What's the Story, sponsored by Ca- mosse Brothers, building supply dealer, is bringing WTAG, Worcester, listeners something new in a review of the week s headlines. Featured on the half "What's the Story" staff airs Camosse show hour 1 :30 p.m. Sunday show is the tops-of-the-week in sports, news, enter- tainment and music. Camosse formerly sponsored a 10-minute news commen- tary on Saturday nights that proved so successful they decided to expand. John Blair and Company, national representative for radio stations, and Blair-TV. TV station representative subsidiary, are slated to move their of- fices to Chrysler Building East, Third Avenue between 42nd and 43rd, short- ly after the new building is opened in November. John Blair and Company is now at 22 East 40th Street: Blair- TV at 100 Park Avenue. Swift & Company is now sponsoring Swift's Movie Time, an hour-long fea- ture film on WPIX. New York, from Monday through Friday from 7:15 p.m. to 8:15 p.m. The 52-week con- Swift execs, WPIX's Noone (3rd-left). confer j tract (through J. Walter Thompson) calls for feature-length films, including 70 SPONSOR New Columbia 10" Microgroove Disc COLUMBIA'S NEW 10 IS REVOLUTIONIZING T etting new quality standards for the whole idustry! Amazingly economical — as the typical case istory shows! No wonder the popularity of Microgroove I rows and grows 4ERE'S WHY . . . ' Cuts costs ... as much as half! 1 Smaller Disc . . . more program time! • Big savings on packing and shipping costs! • Famous Columbia Quality throughout! Columbia Microgroove Transcription discs are available in he 12" size, too! Full 25 minutes per side — with the same jll-around Microgroove advantages. Call, Phone or Write COLUMBIA A/I/otoQ/t&om TRANSCRIPTIONS Los Angeles— 8723 Alden Drive, BRadshaw 2-5411 New York— 799 Seventh Avenue, Circle 5-7300 Chicago— 410 North Michigan Avenue, WHitehall 4-6000 rode Moris "Columbia." "MosferworHs, " ©t, ® Reg. U. S. Pat. Off Marcos Regislradas 22 OCTOBER 1951 CASE HISTORY #4* o/d 16" Messing J^&^ u^™ $3,294.00 ^3'294.00 $7^47^ 1,847.00 $1,447.00 ?«w- Sav.ngsperveor:=44% 71 many by Alexander Korda and David 0. Selznick. Prime reason for the move: New York area is responsible for more than 12.5% of national food store sales. # * # The Broadcast Information Bureau, 535 Fifth Avenue, will publish, as the first of its television services, a month- ly TV Film Program Directory. It will keep up to date for TV stations, ad- vertisers, and advertising agencies the status of film available for TV. Sub- scription to the service ($10 monthly; $100 yearly) is limited to TV stations, advertising agencies, and advertisers. Broadcast Information Bureau's pur- pose: "dedicated to the validation and publication of TV and radio research." * * * "Advertising Campaigns," a book published by Harper & Brothers, offers an advanced working treatment of ad- vertising and is designed to guide agencies and advertisers. Written by Irvin Graham, Roberts & Reimers ac- count executive, the book details an ap- proach to campaign planning; the se- lection and usage of media; coordina- tion and evaluation of campaigns. In addition there are illustrated case his- tories of campaigns conducted by American Safety Razor; Gerber's baby- foods; Westinghouse Electric: other top broadcast advertisers. * * * MEN, MONEY, MOTIVES {Continued from page 6) added to TV technique, as such. 4. Much of TV consists of four peo- ple at a table, talking. 5. The typical TV camera angle is straight front, head-on. 6. All TV masters of ceremonies are ickily self-conscious. 7. All TV openings are molasses slow because of masters of ceremonies being gabby and egotistic. 8. Most advertisers take the full "le- gal" time allotment for commercials, often spoil a favorable first impression by insisting upon saying it again, and again, and again. 9. TV adds as yet little to current- events reportage except eavesdropping itself (which however is sometimes dramatic, as when a speaker reacts emotionally to a sudden embarrassing or nasty question). 10. TV music is no better than ra- dio music, and often loses something J eople Oell I3etter than raper ♦ • . and You Can Cover Central New York with ONE Radio Station ACUSE 570 KC NBC Affiliate. WSYR-AM-FM-TV— the Only COMPLETE Broadcast Organization in Central New York Headley-Reed, National Representatives from visual "distraction" (see Mr. Sponsor Asks, page 46.) * * * Could be that the 1951 Sylvania Tel- evision Awards will be a fine thing — for radio. * * * SELLING RETAILERS [Continued from page 37) thrown away and for no good reason. Scheduling must be carefully consid- ered in any campaign for selling mer- chandise. The factor most disconcerting, how- ever, is: 4. Announcers: Unfortunately, ra- dio men have great difficulty in decid- ing whether they are in show business or in advertising. Even more unfor- tunately, the radio announcers have been permitted by management to be thought of as talent instead of as sales- men for the clients' merchandise. An- nouncers are pampered prima donnas in most stations and they are more con- cerned with pale imitations of some fa- mous network announcer than they are in selling merchandise. Announcers have told me they don't even know what they are reading, but are more intent in not mispronouncing a word and in maintaining a tonal quality they believe pleasing to the audience. Sel- dom, on these ARBI tests, have I found announcers well-rehearsed to do a sell- ing job. Indeed, mostly the announc- ers leap frantically to the microphone at the last minute, pawing over the copy with wild gestures, and at the same time taking great pride in not disturbing the masterly timbre of their manly voices. There needs to be a mass exodus from radio of these wireless popinjays, and management needs to take a strong stand on announcers. Rehearsals, main- tenance of a normal, pleasant speaking voice, and a change of mental attitude are strongly indicated if retailers are going to get their money's worth out of radio. Not only is management lax on this problem, but another member of management's family needs attention and this is the: 5. Sales Manager: It is with the sales manager as well as with manage- ment that some important work needs to be done. During the first of the two vears that I have been making these ARBI studies, the biggest job was in convincing sales managers to 72 SPONSOR MORE... costs LuSS... TODAY i It costs 23% less today to reach each thousand homes through WGAR than ten years ago. In 1941, WGAR's average quarter-hour evening rate (52-time basis) was $119. In 1951, the cost is $190. But . . . . . . WGAR with 50,000 watts has increased its coverage 268% in the past ten years. . . . WGAR now is Cleveland's most listened- to station based on recent Hooper reports. ...WGAR's cost per thousand evening homes in 1941 was $3.07. Today, that cost has gone down to $2.35 per thousand. . . . WGAR's lower cost per thousand listen- ers does not take into account the changing value of the dollar, nor its tremendous auto audience listening 411,708 half-hours daily. Dollar for dollar, WGAR is your best buy. 19S1 >3& -the SPOT4or SPOT RADIO WGAR Oeve/and 50,000 WATTS £_. • CBS *J RADIO . . . AMERICA'S GREATEST ADVERTISING MEDIUM % .Wj 1* Represenfed Nationally by '**" Edward Petry & Company 22 OCTOBER 1951 73 believe in their own medium. Even to- day I often come across a sales man- ager who wont believe the results of an ARBI study. I have had sales man- agers take me into their office, close the door and say. "1 wouldn't have be- lieved it if 1 hadn't seen it with my nun eyes." Other station managers in highly-touted and well-advertised sta- tions have turned down an ARBI study because the\ said in so many words, "I don't think our station could make it." Radio needs faith in itself to sell others and in many cases that faith is lacking. Fear of TV. fear of competi- tors, fear of losing a portion of a "cushy" network income, fear of hav- ing to go to work are holding back stations from doing the job they could and should be doing. Now that net- works are shaking the tree of network rates, many affiliates are screaming "We wuz robbed"'; but others are quietly going to work to build up local business. Many a morning I have stopped in a local station to discuss ARBI stud- ies and have found the sales manager in conference with his salesmen. Usu- ally I am invited in and many times I have heard the sales manager exhort his men in this fashion: "Last week. §5 THIS RICH MARKET No other signal covers the South Bend market like WSBT. Radio sets in use are up to an all- time high of 32.8! WSBT's share of audience at 66.6 is way above the national average. And here television is insignificant because no con- sistently satisfactory TV signal reaches South Bend. Don't sell this rich market short. Wrap it up with WSBT radio. 30 Years on the Air & PAUL H. RAYMER COMPANY • NATIONAL REPRESENTATIVE Mr. X cancelled (for example) 'Infor- mation Please.' I don't want you guvs to come back here tonight until you've got somebody signed up for it." On the baseball games, the football games, election returns, et cetera, ad nauseum. Too many stations are thus engaged in • ^Television will be more important than the telephone to the business executive of the future. Two-May TV communica- tion— enabling executives to see as well as hear their associates in various oper- ations— will be a commonplace thing in the business world." WALTER L. STICKEL National Sales Manager, Allen B. DuMonl Laboratories. Inc. what I should call petty larcency. Who cares about what account, what prod- uct! If it doesn't work for that & and last.butnot [east, i you choose the "station ACCEPTED BY THE COMMUNITY and WMC, aware of its responsibility in the community has, since 1923, enjoyed a loyal following of thousands of listeners who have turned to WMC for information and enter- tainment. NBC-5000 WATTS-790 because you consider ALL these things ...in Memphis the choice of time buyers, is WMC MEMPHIS National Representatives, The Branham Company WMCF 260 KW Simultaneously Duplicating AM Schedule WMCT First TV Station in Memphis and the Mid-South Owned and Operated by The Commercial Appeal 75 The MIGHTY MONTGOMERY 95TH MARKET IN THE U.S. • Mighty Montgomery is the hub of one of the nation's top agri- cultural and indus- trial markets. • GIANT AIRFORCE MILITARY BASE • Mighty Montgomery home of Maxwell Field, one of the largest Air Force cen- ters in the entire na- tion. MARKET OVER 600,000 IN TRADING AREA • Mighty Montgomery dominates the rich surrounding trade area of 11 progres- sive and expanding counties. , $134,000,000 CITY RETAIL SALES • Mighty Montgomery had 1950 city retail sales alone that were $5,000,000 above those of the previous year. CAPITOL OF ALABAMA • Mighty Montgomery is a focal point of in- dustrial development both in Alabama and in the new South. Write, Wire or Phone for Availabilities! MUTUAL WJJJ Represented by Weed & Co. ABC WAPX Represented by The Walker Co. MONTGOMERY T NETWORK ■ NBC WSFA Represented by Headley-Reed Co. STATIONS ASSOCIATION CBS wcov Represented by The Taylor Co. TV COMMERCIALS {Continued from page 50) of the medium-at-present that makes the word "network" a farce in the old (radio) sense causing it to mean any- thing from a three-station hookup to a 40-station chain broken haphazardly by rebroadcasts of faded kinescopes. As a case in point, here are three cur- rent "networks": A DuMont mystery — eight stations live on Sunday and one kinescope on Friday at 9:00 p.m. A CBS musical — 33 stations live on Sunday and 16 kinescopes on Sunday from 2:00 to 9:00 p.m. An NBC comedy— 27 sta- tions live on Thursday and 35 kine- scopes on every day of the week at times between 3:30 and 11:15 p.m. So, until there are literally lots of stations in lots of markets, the cost of reaching people via television will con- tinue to be higher than it should be, and the spirit of those who believe TV to be the greatest ad-media devised will continue at a low ebb. * * * RED CHANNELS (Continued from page 31) • The publishers of Red Channels attempt to trade upon their previous association with the FBI ; yet they ad- mittedly have no access to the FBI files. Thus, despite the public impres- sion created, they are no better equipped to "screen" performers for a sponsor than any^ other private detec- tive agency. In ascertaining these facts, sponsor's editor interviewed the three directors of Red Channels and Counterattack at their business offices - - officially en- titled American Business Consultants, Inc. — on the fifteenth floor of 55 West 42nd Street in Manhattan. They oper- ate a suite of some seven handsomely furnished rooms, several of them tiered with files of newspapers, and one no- table for its portrait (unsigned) of J. Edgar Hoover, hanging from the wall in quasi-officialdom. A staff of 14 spend most of their day peering through back issues of leftist publica- tions, like The New Masses, and eager- ly plucking names out. The apparent front man of the or- ganization is Theodore (Ted) Kirk- patrick (pictured at left), officially secretary-treasurer of American Busi- ness Consultant.-. Inc. He is a tall, handsome man of 40. with a thick 76 SPONSOR head of brown hair carefully parted on the left, and strong, clean-cut fea- tures, in the classic movie tradition of the G-Man. He is proud of possessing a Bachelor of Arts degree from Earl- ham College, Richmond, Ind., and his service as an investigator for the FBI from 1942 to 1945. "I was one of those FBI men," he said ruefully, "who never did become a lawyer." His man- ner, generally, is suave and ingratiat- ing, and he is quite articulate. The apparent business brains of the organization is John I Jack I G. Kee- nan, listed as president of American Business Consultants. Inc. He is a burly six-footer of 39. with pale eyes and balding red hair. He is Brooklyn- born, a Bachelor of Arts graduate of Fordham. He studied law at St. John's University, was an FBI investigator from 1941 to 1945, and resigned to become a partner in the law firm of Alexander & Keenan, New York. He has a wide, ready grin, speaks infor- mally, at times in slang. While being interviewed, he spoke mockingly of "the civil liberties line and all that stuff," and referred to Red Channels as a business entrepreneur might, "as a collection of facts, bundled together, and sold to sponsors as a nice, big, juicy steak." Keenan is obviously more outspo- ken about business matters than Kirk- patrick. At one point in the interview, Keenan, still speaking as a commercial operator might, said. "We made a big mistake in only charging a dollar for Red Channels. We didn't think there'd be such a hefty demand for it. We should have charged two bucks a copy. Now were smarter than we were then." Whereupon, Kirkpatrick attempted a correction: "What Jack means is the very fact we charged only one dol- lar shows we're not in this business for money. In fact, we lost money in Red Channels. We're in this business for the sake of patriotism, not profit- eering." The third director of the organiza- tion is Francis J. McNamara. listed as editor of Counterattack. He is an in- tense, sallow man of 35, with the hu- morless solemnity of a zealot. "No, I haven't been an FBI man," he said, "but would you like to hear my rec- ord?" He told of being a graduate of St. John's College and Niagara Univer- sity. "I was in the Army all of five years," he said. "I served my coun- try as a major in the Intelligence 22 OCTOBER 1951 at 50,000 watts gives advertisers the GREATEST COVERAGE at the LOWEST RATE of any Major Station in the DETROIT AREA This powerful radio voice is hitting a 1*7,000,000 population area in 5 important states and is open to advertisers at the lowest rate of any major station in this region. A tremendous buy for action and sales that is establishing new records daily. Get the facts now. 50,000 WATTS at 800 KC. Guardian Bldg. • Detroit, Mich. Adam J. Young, Jr., Inc. jl. /. E. Campeau National Rep. President MUTUAL 77 _ Are you an Executive who can use more than $2000? \" collateral . . .no endorsements ...just your own signature. Our simplified application form means fewer questions ... no annoying delay or red tape ... in most cases cheeks are issued within 24 hours . . . even up to $5000. Privacy is assured at all times. The complete charge is onlv 3.93% yearly, including the cost of life insurance. Terms of pay- ment are arranged to suit your convenience, in compliance with government regulations. Thousands of executives have found the ideal solution to their financial requirements at the Industrial Bank of Commerce. ° o$ $2520. ■^^■^ automobile &»" __ To confidentially arrange an EXECUTIVE LOAN, visit, write or 'phone C. C. Lyons, Vice Prcs., or A. W . Ashley Asst. Vice Prcs. MU 2-5000. INDUSTRIAL KANK OF COMMERCE Main Office: 56 East 42nd Street NEW YORK OFFICES THROUGHOUT CITY Member Federal Deposit Insurance Corporation Service, mostly in the Far East. I am proud to have been decorated by the Chinese Government. In 1946, I served in the Tientsin office of UNRRA. Don't forget to say I was inducted into the Army as a private." The organization itself was formed as a profit-making business on 23 April, 1947. On that date American Business Consultants, Inc., filed incor- poration papers at the Clerk's Office in New York City "to promote scientific, research, and technical investigations," including investigations of union ac- tivities. Its capital stock was put at a modest $1,000, divided into shares with a par value of $1.00. On 16 May, 1947. the outfit began publication of Counterattack, a four- page newsletter issued every Friday, with subscription rates set at $24 a year. Of its circulation Kirkpatrick now says discreetly, "I usually tell peo- ple we have yet to reach 10,000." Bas- ically, as a careful reading of the pub- lication will indicate, it culls its infor- mation from '"public records," like the Daily Worker, unsubstantiated accusa- tions made by the California Un-Amer- ican Activities Committee, and alleged letterheads of organizations on the or- der of Henry Wallace's Progressive Party. Sponsors and ad agency personnel who have seen Red Channels may not be equally familiar with Counterat- tack, since it is not devoted exclusively to radio and television. However, an index of the people and institutions kirkpatrick. keenan et al consider sus- pect can be obtained by noting those that Counterattack has attacked. Among people and institutions it has accused of having Communist sympa- ties or abetting Communism are: Trygve Lie. called "Stalin's choice"; Eleanor Roosevelt, described as "a Soviet sympathiser"; 15 leading jur- ists, including New York State Su- preme Court Justice Harry E. Schirick, called to task for using the term "witch-hunt"; well-known Republican John L. Lewis, for "helping the Com- munists"; Drew Pearson, for "being a good channel for the Communist Par- ly's false rumors"; Walter Lippmann; \lherl Einstein: the \c\\ \ ork Times and Herald Tribune: Fortune: Life; Look; The \en )orl,er: Woman's Home Companion; Standard Oil ol N. J.; and U. S. Steel Corporation. In June. 1050. the publishers "I Counterattack put out a 213-page sup- plement listing 151 names of radio and TV performers, writers, directors, and producers. This blacklist was. of course, the now celebrated Red Chan- nels, subtitled The Report of Commu- nist Influence ■ In Radio And Televi- sion, and emblazoned with a front- page symbol of a red hand clutching at a microphone. In an attempt to clarify a few points about the publica- tion, sponsor's editor sat down with the publishers of Red Channels in their office, and asked a series of questions: Q: "How many copies of Red Channels have been sold?" Keenan: "Almost 17.500. In fact, they've sold so well, we've only got a few left in the office." Kirkpatrick: "But we didn't make any money on it. Q: "How much money does your organization make annually?" Kirkpatrick : "Conservatively speaking, you can say we gross be- tween $50,000 and $100,000." Keenan: "That isn't really much. Why, we know plenty of other ex-FBI men who make a lot more dough than we do, working for big corporations." Q: "Then wh\ did you leave the FBI?" Kirkpatrick: "It may sound corny. But we left the FBI to fight Commu- nism." Q: "Don't you think it's more prop- er to leave that function in the hands of the FBI?" Kirkpatrick: "No. Because it's not the function of the FBI to record the encroachment of Communists. Their job is to investigate only.' Q: "How about the House Un- American Activities Committees? They, at least, are Government agen- cies authorized to investigate alleged subversives, aren't they?" Keenan : "The House Un-Ameri- can Activities Committees have done a good job. But they haven't gone far enough. We carry on where thev leave off." Q: "But what do you expect to achieve? In view of the fact that all radio anil T\ scripts pass through the scrutinj of I 1 I the various ad agenc) executives, (2) the sponsor, and (3) the network continuity departments, and in view of all the tight subject taboos already existent in broadcast- ing, how can a piece of subversive lit- erature ever gel on the air?" 78 SPONSOR Keetutn: "You know how under- hand these Commies are. They're like termites. burrowing from within. They're like the hidden part of an ice- berg. . . ." Q: "Yes, but all figures of speech aside, can you name one instance when a piece of subversive literature ever was heard over the air?" Keenan {with a pause): "No." Q: "Do you think it's ethical for an independent organization to ex- ploit its past association with the FBI. in order to induce businessmen in broadcast advertising to use its serv- os ices : Keenan: "Despite what rumor- spreaders have said, we don't have ac- cess to the files of the FBI. I don't know where people get that idea. What we're trying to do is to wake up Amer- ica. In 1947, we were a voice crying in the wilderness. Today, more and more businessmen are being aroused. We do no more than the Better Busi- ness Bureau. But instead of warning of business frauds, we warn of Com- mie frauds." ( An examination of the organiza- tion's promotional literature reveals that the publishers do play up their past association with the FBI — the im- plication being that the ties between them are still very close. One promo- tional piece headlines, in 30-point Gothic bold type: "Ex-FBI Agents Ex- pose Commies." On the same sheet. an item from the column of Walter Winchell is encircled : " 'Counterattack" (an anti-Communist newsletter) is edited by former G-Men who have names and other data at their finger- tips.") When sponsor's editor inquired of the FBI in Washington, D. C, he was told that the Bureau frowns on exploi- tation of its name, but can do nothing about the practice. A spokesman for Lew Nichols, assistant director of the FBI. told sponsor: "We are aware of the activities of the publishers of Red Channels and Counterattack, but since they are private citizens, we have no legal control over their practices. In- dividuals who have severed their rela- tions with the FBI in no way possess our indorsement or stamp of approval. Certainlv. all the information in the files of the FBI is confidential, avail- able only to those Government officials so authorized to examine it." A more precise denunciation of the 22 OCTOBER 1951 ONLY ONE STATION M COVERS • 22 cities • 428 towns *a compact market of 54 counties in Eastern New York and Western New England whose population exceeds that of 32 states. • 54 counties • 2,980,100 citizens • 840,040 radio families • only NBC station • more people than 32 states • more goods purchased than 34 states • more spendable income than 36 states W li Y ™E capital °f ™e 17th state A GENERAL ELECTRIC STATION REPRESENTED NATIONALLY BY NBC SPOT SALES 79 11 tactics of Red Channels and Counter- attack has been made by Attorney Gen- eral J. Howard McGrath. in an ad- dress before the American Bar Asso- ciation in September, 1950: "We ap- pear to be going through a period of public hysteria, in which many varie- ties of self-appointed policemen and alleged guardians of Americanism would have us fight subversion by . . . stigmatizing as disloyal all who dis- agree with or oppose them. This hys- teria appears in vigilante groups, who decree . . . beatings of purported Com- munist sympathisers; or who, in more polite circles, intimidate radio adver- tisers into silencing performers who they say have Communist leanings." sponsor's editor asked the directors of the American Business Consultants. Inc., directly: "Is it true or not, as has been alleged, that you 'intimidate' radio advertisers?" "We use two methods to sell Coun- terattack or our investigation serv- ices," said Kirkpatrick. "One is direct mail. The other is personal calls of solicitation." "I don't know why people smear our methods as being unethical," said Kee- nan. "The Anti-Defamation League in- timidates anti-Semites; and the Friends of Democracy intimidates Fascists. Yet nobody attacks their organization. But because we lift the veil on Com- mie dung. Red conspirators hold meet- ings to convince others to crack the back of Counterattack.,, When sponsor's editor checked through the files of Counterattack, he • ••••••• "Radio is still one of the best media for reaching all income levels, age brackets and geographic areas. To reach that market in print would call for a large list of both magazines and newspapers." NORMAN BEST V.P., Erwin-Wasey. IS. Y. • ••••••* found that the directors have at their command two techniques which serve to put pressure on radio and TV ad- vertisers. One is the printing of emo- tional exhortations, directly urging readers to write to advertisers and ask them to fire specific program tal- ent. In most cases, even the addresses of the sponsors are conveniently ap- pended. For example, when Martin Wolfson was to be used on Bab-0"s NBC show, David Harum, the 24 March, 1950 Leaves Falling? Trees Getting Bare? Ndt in Greater Miami! New shoots are busting out all over!... we look better than ever this fall. We had a good Summer. More tourists, business and building than in any other Summer in our history. We had a good Summer at WIOD, too. Local accounts were 'way up. (And, those local boys are your best barometer. Their cash registers total the results every day!) Yep, our "grass" is getting greener every day! To find out how we do it... Call our Rep, The Boiling Company. JAMES M. leGATE, General Manager 5,000 WATTS . 610 KC • NBC Counterattack urged readers to "write Allan Mendelson, President, B. T. Bab- bitt, 386 4th Ave." Similarly, the 14 April, 1950 issue attacked Philco TV Playhouse for using Norman Corwin, Adelaide Klein, Pete Seeger, and Burl Ives. In urging that letters be sent to the president of Philco. the publica- tion added the emotion-stirring phrase: "Ask them if they don't believe it is their patriotic duty, when Russians are shooting down unarmed American planes, to refrain from giving nation- wide publicity (to say nothing of the cash I to persons who have indicated sympathy for Communist causes." Of course, not all of Counterattack's peremptory demands have been ful- filled. The 30 January. 1948 issue of Counterattack printed a virulent at- tack against U. S. Steel Corporation for employing Millard Lampell and Lillian Hellman as writers, and Gene Kelly. Alfred Drake, and Mr. and Mrs. Frederic March as performers, on Theatre Guild On The Air. The same issue, though, contains a reply from Irving Olds, chairman of the board of U. S. Steel, in which he thus rebuked Counterattack: "Such individuals are considered on the basis of their abil- ity in their respective fields, and in no wav on account of ideological, social, or religious beliefs they may hold." Letter-writing hysteria of this kind stirred up by Counterattack finds an outlet not only in its "less than 10.000 subscribers"; but also in two publica- tions which frequently print Counter- attack's allegations verbatim - - the Brooklyn Tablet, a Roman Catholic weekly newspaper, and the American Legion's Trends And Developments Exposing The Communist Conspiracy. (As was pointed out sponsor's 13 Au- gust, 1950, article, "Viewer gripes are your tip-off to better programs," alert advertisers can usually distinguish be- tween pressure group inspired and in- dependent fan mail. Disciplined pres- sure group mail typically originates from a homogenous geographical area; the protests are couched in identical language; and the mail is in the form of imperatively worded postcards.) Apart from their exhortations to letter-writers, the publishers of Coun- terattack have available another device which can serve to exert pressure on sponsors. This technique, it has been alleged, consists of suggesting politely to advertisers that they had better use the American Business Consultant [nc.'s "screening" service, or else risk 80 SPONSOR the ire of Counterattack's letter-writing corporal guard. The most concrete accusation that the directors of Counterattack employ, this form of "blackmail" is contained in two news reports which sponsor's editor found in the office files of Coun- terattack itself. Without attempting to pass judgment, sponsor's editor read to Keenan and Kirlcpatrick individ- ually one of these reports, contained in the 17 July, 1950 issue of In Fact. a leftist publication edited by George Seldes, author of Lords of the Press. It read: "The experience of the Hutchins Agency, which handles the Philco ra- dio account, shows how they work. The last week in February, Thomas Brady, one of Counterattack's agents, called at the agency to protest against the employment of a well-known ac- tress on the Philco show. In what the agency described as a 'slick and subtle presentation,' Brady said the actress was a 'Commie,' that her continued ap- pearance on the program would result in mass protests, and that, obviously, it would not be good business for Philco to have such protests. "According to the agency, Brady said he realized how difficult it was for sponsors and their agencies to keep tiack of the off-the-radio activities of performers. So, for a modest fee, Counterattack was willing to supply that need and save the agency and the sponsor any future headache. The fee requested was $1,000 for which, Brady said, the agency would receive, not only Counterattack, but also the Com- munist dossiers on anyone the agency asked about. "The agency rejected the proposal. Shortly thereafter, Counterattack ap- peared with the headline, 'Philco Does It Again'; attacked the program; ex- posed the performer, this time as a 'fellow traveler,' not as a 'Commie"; and urged its readers to protest. . . . To date, however, Philco and its agen- cy still hasn't subscribed $1,000 worth to Counterattack." sponsor's editor asked Keenan: "Is it true that your organization used the kind of pressure described in this news report?" While the editor, sitting at a type- writer in Counterattack's office, took down Keenan's reply verbatim, the president of American Business Con- sultants, Inc., said slowly: "It is true that Brady of our staff did go around to ad agencies asking X 200,000 E|RS AHEAD of its nearest competitor! BMB 6 or 7 DAYS a week: WOW 306,060 ^ JS) Second Station . . 202,630 EXtra pairs 103,430 >2L!fs BMB 6 or 7 NIGHTS a week: WOW 259,420 j Second Station. J 60,570 ^trapair 98,850 OF EARS For the shock-proof Omaha-Plus Market.^ *Hy Oft '"ATI On 590 KILOCYCLES - a strong signal for 200 miles I BASIC NBC AFFILIATE - listening habits 27 years in the making/ ALERT, ACTIVE LEADERSHIP -Main- tained 27 years by constant, aggres- sive, promotion and merchandising. 'RANK P. FOGARTY, General Manager JOHN BLAIR CO., Representatives KDYL Hits the Bulls-eye For You With this sensational | coordinated "bulls-eye" merchandising plan. Tatesome Mim'fafay/ KDYL'S three-man merchandising staff uses this eye-catching display piece with your product attached to build displays of KDYL-adver- tised products in retail outlets. Write for details, or see your Blair man TODAY National Representative: John Blair & Co. .r-f i % WHBF TEICO BUILDING, ROCK ISLAND, ILLINOIS Represented by Avery Knodel. Inc. ■ t" J- .-■B'— ^r- if they'd like to have us 'research' their personnel for their programs. When he went to the Hutchins Agency, Brad) was passed along to a certain guy there. One thing led to another, and hot words passed between them. This guy talked like one of those fel- low travelers. He didn't like the kind of things our business tries to do, and said so. Well, a couple of weeks later, Counterattack did come out against the Philco show." Keenan shrugged and smiled broadly. "But how were we to know it was the Hutchins Agency that was handling the show?" Q: "Isn't that equivalent to trying to blackjack the agency into taking your 'research' services?" Keenan: "Why should we be blamed? After all, Counterattack is pretty much like a newspaper. Not too long ago, a space salesman from the new York Times came around to ask us whether we wanted to adver- ties in the Times. We told him, 'No. We don't advertise in newspapers.' A couple of weeks later, Jack Gould of the Times came out in his column with a blast against Counterattack." Kee- nan paused to grin broadly once more. "Of course, there was no connection between the two episodes, was there?" Q: "Is it true, as this report im- plies, that you contact an ad agency or sponsor in advance to inform them you are going to publish an attack against a certain performer on their radio or TV show?" Keenan: "Sure. But only when we know the sponsor or ad agency is re- liable. Trouble is, nobody's willing to take the blame for hiring the perform- er. The sponsor tells us the agency is responsible for the package. The agen- cy says the producer is responsible for hiring the performers. And the pro- ducer tells us, 'Go see the sponsor.' The old runaround, you see. But we're not interested in laying blame. We just want to get rid of the Commie. In the end, after Counterattack comes out, the sponsor himself usually comes around to the conclusion it's wisest for him if we 'research' all his show per- . (J: "Is it true, as this report al- ii lis, that the price you offered to 'research' the Philco show personnel was $1,000?" Keenan: ""No. We can't offer a straight rate of $1,000. Over 12 spon- sors and ad agencies use our 'research' services now, and the rates differ. It all depends on how much 'researching' we do. If we charged $7.50 a head, say, we would lose out. We might have 24 radio and TV performers showing a negative. But one might show a 'positive,' requiring five pages of 'research' on him. That 25th per- former, you see, would take a lot more 'research' work than is warranted at seven bucks, fifty cents a head. You must remember, we've got a staff to pay, and a living to make." sponsor's editor posed the same question separately to Kirkpatrick: "Is it true that your organization used the kind of pressure described in this news report?" Kirkpatrick: "Brady went to the Hutchins Agency in the utmost of good faith. Actually, our relations with the Hutchins Agency are very cordial. This is all part of the smear fostered by those in conspiracy against Coun- terattack. Before this smear came out, I myself had a discussion with J. Pier- son Mapes, executive vice president of the Hutchins Agency. "In our conversation, Mapes asked me the cost of having us 'research' certain individuals to be used on the agency's TV show. To show how non- profiteering we are, I told him to wait two weeks until the forthcoming pub- lication of Red Channels. By buying it, that would save him the cost of pay- ing us a separate 'research' fee. Our 'research' reports to sponsors are con- fidential and as objective as humanly possible. But here was a case where I saved Mr. Mapes some money." When sponsor's editor inquired at the Hutchins Agency, he was told by Mapes: "I'll have my attorney, Gran- ville Whittlesley. telephone you. He was present at most of the meetings pertaining to Counterattack here." Whittlesley, serving as spokesman for Mapes, said: "The Hutchins Agen- cy has never used Red Channels or Counterattack to determine what per- formers it intends using for radio or television. Nor has it ever requested such services. In fact, the agency does not even subscribe to either of the pub- lications. I understand that Mr. Brady of Counterattack did visit this agency, but I do not know what transpired." When told of Kirkpatrick's conten- tion that Mapes had i in pi i red about the organization's 'researching' fees, the attorney said bluntly: "That is in total variance with my understanding of the facts." 82 SPONSOR You: Whady'a mean, "behind the man behind my counter?" There's nothing there but a lot of merchandise. Us: Ah, that's exactly what we mean. Now, what kind of merchandise did you say it was? You: Merchandise, goods, products . . . that's all. The stuff I make a living with. Us: But is it just ordinary merchandise, or does it carry the labels of makers' brands? You: Well, some of it's brand, some of it isn't. What're you getting at? Us: Just this. We're trying to show you that when you carry known-brand merchandise, you've really got someone there, backing up every single sale you make. You're protected at every turn by the enormous prestige of major American indus- tries, by the far-reaching advertising done each year, and by the guarantee of satisfaction that goes with every brand product. You've got someone right in there behind you protecting your reputation Give your customers what they ask for— it's bad business to substitute and the big investment that your busines:. represents! That's why you make your business stronger when you keep the force of famous brand names behind your selling. Let your customers know they can get from you the brands they know and want. Why be content— or expect them to be content— with anything less? You: Say, I think you've got something there, friend. Us: One more thing. You know market conditions are liable to get a little tight in the uncertain times ahead. And the store with branded merchandise will have more to offer, gain more prestige in the community — and, make more profits frcm these fast-selling products. You: You're sure talking my language! INCORPORATED A non-profit educational foundation 37 WEST 57 STREET, NEW YORK 19, N. Y. 22 OCTOBER 1951 83 :©£*>* «f?H There Are MILLIONS of PEOPLE who VONTUSTBN To- ]0K tfut- THE HOME-FOLKS WHO LIVE IN THESE AREAS VO LISTEN/ IF YOU DON'T BELIEVE IT, JUST COME ON OVER AND TUNE IN THE SETS You'll See./ ^ Owned & Operated by SOUTHWESTERN PUBLISHING CO. Don W. Reynolds, Pres. Publishers of: Southwest Times-Record; Fort Smith, Arkansas; Examiner-Enterprise, Bartles- ville, Oklahoma; and The Daily Times, Okmul- gee, . Oklahoma. . .'. Mr. Russell W. Tolg Batten, Barton, Dursline, and Osborne Chicago, Illinois Dear Russ: Here's sumpthin' else which' 11 prove ihet folks here in West Virginny reely looks ter if CHS fer leadership. Whin th' legisla- tive commit lee on mental hos- pitals wanted ter take a reporter along on thur trip, they chose WCHS's Ross Edwards. Now, Ross does a durned fine job reportin, an th' legislators knew it. They .also knew thet more people ud hear 'bout thur 'vesti- gation effen it wuz ta'ked 'bout on WCHS then any . other way JCv they cud think lr* uv. So, Ross went along, made his reports, and folks reely knows all 'bout it, now! T net's th' kind uv local confi- dence that should mean a lot ter folks like you, Russ! Yrs. Algy WCHS Charleston, W. Va. Turning from the specialized serv- ices of the organization to its publish- ing operations sponsor's editor posed a series of questions, asking how and why the publishers had collected their indictments against performers. Q: "Why did you publish a sup- plement on the radio and TV field? Why not one on journalism or plumb- ing? Is it because you considered the broadcasting industry more vulnerable, and thus less able to withstand the pressure of attacks?" Kirkpatrick: "No. It was because entertainers in radio and TV — plus those in Hollywood- — pay the highest fees to the Party. Haven't you heard the testimony before the Un-American Activities Committee? Why, the Par- ty must have gotten over $1,000,000 a year in dues from Hollywood talent." Q: "Are the allegations true that certain industrialists put up the money to help you publish Red Channels?" Kirkpatrick (angrily) : "That isn't true! If there was any money behind us, we wouldn't be free to publish what we will. Of course, though, many companies have helped subsidize us by buying copies of our publications in lots of over 50." Q: "Isn't there a danger that the alleged 'facts' you've published in Red Channels are mistakes, and that you thus destroy the careers of innocent performers?" Keenan: "Performers who've been duped by the Commie front groups should suffer for their sins. After all, you're known by the company you keep." Kirkpatrick: "Even the newspa- pers make mistakes. We've never said the 'facts' in Red Channels were cor- rect or incorrect. We've just reported from the public records. Anyway, we've published in Counterattack doz- ens of statements from talent claiming the records were wrong. People like Meg Mundy, Ireene Wicker, Samson Raphaelson, Tom Glazer and Josh White. Ethically, we could have re- fused to print their statements. But we bend over backwards to be fair." McISamara: "You should see the big act some of them put on in this very office. It's a panic to hear them! Those acts that we consider obviously fake, without the people showing us proper affidavits, we don't print their statements." Q: "Isn't there a danger that the statements published in later editions of Counterattack won't be seen by those who've only read the charges made in your single edition of Red Channels?" Kirkpatrick: "A newspaper acts on the same principle. We can't help that. In any case, we're very liberal in the way we publish our 'facts.' We had plenty of more 'facts' about Jean Muir we could have given to General Foods. But we didn't. We're not the kind to try to kick a woman when she's down." (This is in contradiction with the statement made to sponsor by a spokesman for General Foods, as re- ported in the first article of this se- ries. The spokesman maintains that Kirkpatrick did indeed try to offer General Foods additional data on Jean Muir. However, the official hung up the line with the phrase, "Mr. Kirk- patrick, you've already done too much for us!") The publishers readily admitted that five artists have challenged the "facts" in Red Channels so vehement- ly that they have issued libel suits "to the tune of over $2,000,000," against American Business Consultants, Inc. The five, who have served papers against the organization, are Allan Sloane, radio writer; Ralph Bell, radio actor; Pert Kelton, radio and TV ac- tress; Selena Royle, radio and stage actress; and Joe Julian, radio actor. In addition, Frederic March and his wife, Florence Eldridge, brought a $250,000 libel suit against the publish- ers in March, 1948, but it was dropped when the 23 December, 1949 issue of Counterattack printed the apology : "Counterattack . . . withdraws and re- tracts its previously published state- ments that Frederic March and Flor- ence Eldridge March are Commu- nists." An examination of the "facts" re- corded in both Red Channels and Counterattack shows that they emanate from some curious sources. Most curi- ously perhaps, when one of the publi- cations wishes to report from a "public record," it often borrows from its sis- ter publication. This is a case, it would seem, of robbing from the allegations of Peter to bolster the accusations of Paul. Two examples of this unusual cross-reference will suffice. On page 150 of Red Channels, J. Raymond Walsh, radio commentator, is listed as being present at meetings 84 SPONSOR of such alleged "front groups" as the Committee for a Democratic Far East- ern Policy and the Committee of One Thousand, as "reported" by Counter- attack. Similarly, the recent 17 Au- gust issue of Counterattack passes judgment on the radio actor. Will Geer, merely by inserting the footnote, "Listed in Red Channels." In examining the validity of Red Channels source data, sponsor asked: Q: "When making your listings, do vou take into account the date of the source? That is to say, isn't there a danger that a fellow who sup- ported Russia when it was the univer- sal fashion to do so in the U. S. might now be slandered for making what was a common error?" Kirkpatrick: "We take the great- est pains to make sure the association reported is up-to-date, since the end of World War II. A man who donated to the Russian War Relief Fund in 1944, say, would not be listed." However, an incisive refutation of this statement has been made, among others, by the conservative Glens Falls, N. Y. Post Star. While analysing Red Channels' "facts" on Gypsy Rose Lee (then scheduled to m.c. ABC's radio show, What Makes You Tick?) the paper said editorially: "Red Channels' evidence against Miss Lee consists of four items: In 1941, she was reported in a book by Eugene Lyons to have spoken before the Holly- wood Anti-Nazi League. There was no report of what she said. Last March, the Communist Daily Worker reported her attendance at a dinner of the Anti- Fascist Refugee Committee. Also in March, the New York Compass, a left- ist newspaper, listed her as an enter- tainer at a carnival staged by the Council of Arts, Sciences and Profes- sions. Miss Lee denies attending. The final item, in the Worker, said she at- tended a book auction by the League TWO are better than ONE KLIX IS KLICKIN' with ABC and MUTUAL Ask AVERY-KNODEL of American Writers-International La- bor Defense in 1942. "Thus, two of the charges are eight and nine years old; two are reported in the Daily Worker, whose reputation for truth is on a par with Pravda; and all are based on unsubstantiated infor- mation. If we have reached the point where our citizens can be indicted oul of the hands of the Daily Worker. American Communists should have a field day." To check the validity of Red Chan- nels' allegations further, sponsor's editor asked Kirkpatrick: "According to Billboard's radio review of the 23rd of September, 1950, when you ap- peared on Mutual's Reporters' Round- up, you admitted that Red Channels did not check up on the accuracy of performers' affiliations listed in the Daily Worker; nor that you have ever interviewed the performers to give them the chance to defend themselves, before 'printing your damaging charges.' Do you think this is an ethi- cal way of reporting 'facts'?" Kirkpatrick: "When you're deal- ing with the Commies, what could you gain by inquiring of the Worker? And what would be the use of checking with the individual performer himself? If a person belonged to a 'front' in 1947, do you think he would admit it in 1951? Why give him that chance? It is well known that there's collusion between the top officials of a Commie front organization and a performer trying to get off the hook. The Com- mie official is always ready to say the performer never belonged to the front." Q: "But how can you, a private in- dividual, profess to be the judge of what is truth and what is false?" Kirkpatrick: "All we know is that the Daily Worker is meticulously ac- curate when it records names of peo- ple belonging to its 'front' groups. It's like a local Republican Committee of- fering to the Herald Tribune the names of those who back up Rep. Harry J. Latham as the Republican candidate for the City Council Presidency. The Tribune would make sure the commit- tee had exercised care and accuracy in presenting the list. Only on a rare oc- casion would the Republican Commit- tee be wrong, with the wronged per- son writing in to demand a correction. Similarly, the Communist Party is verj meticulous. If you don't believe me, speak to any ex-Communist, like Louis Budenz." Q: "As one final question, how would you say the press has respond- ed to the operations of your organiza- tion as 'fact-finding' investigators? Have you won favor or disfavor?" Kirkpatrick: "\\ ell, it is true that more publications have sided against us editorially than for us. But that's only because the press in smaller towns have been echoing the misguided view- points of big-city publications, like the New York Times and Washington Post. If we would have had more funds, I would have written to all the small- town editors, presenting the true facts, and explaining their mistakes to them." sponsor's analyst spent nine hours checking through the two thick press clip books in Counterattack's office. He found that well over 90/? of the press editorials bitterly attacked the opera- tions of American Business Consult- ants, Inc. Among those that supported its tactics were the Brooklyn Tablet, Willys of Washington sold 13 Jeep station wagons and found it had to borrow a 14th car from another dealer to satisfy the demands of an insistent customer — all as the result of just three mentions on THE HOUSEWIVES' PROTECTIVE LEAGUE Most sales-effective participating program .'.'. . anywhere! .#Hf 22 OCTOBER 1951 85 ■ Hililil CBS ♦ EL PASO ME SELLS SOAP! miNGi OU.<« B t$JB>A Bill lot me) Sales Manager Whilt King Soap Com pan ) MXISSOl Bill Tormey, sales director for the White King Soap Company and his agency, the Raymond R. Morgan Company, have this to sav about KROD. "We have repeatedly bought KROD because year after year this influential station through its superior coverage, outstanding product merchandising and promotional efforts have kept White King's leadership in this important Southwest market. Yes, KROD sure sells soap!" Let KROD sell YOUR product, too, in this vital market with its 441,310 population and its $396,840,000 total sales. 5,000 watts 600 K. C. RODERICK BROADCASTING CORP. Vol Lawrence Vice-Pres. & Gen. Mgr. NATIONALLY REPRESENTED BY Dorrance D. Roderick President THE O. L. TAYLOR COMPANY KQV went all out on cover- age of the World Series. In addition to Mutual's thir- teenth consecutive play-by- play description, we brought our listeners an analysis of each day's game by Pie Tray- nor, directly from the Series. Giving sponsors plus values like this is a regular habit at Pittsburgh's Aggressive Net- work Station. Weed & Com- pany can provide you with plenty of proof. KQV Pittsburgh, Pa. MBS — 5,000 Watts— 1410 the Catholic Chronicle, columns by Louis Budenz and Westbrook Pegler, and newsletters put out by the Daugh- ters of the American Revolution and the Casket Manufacturers of America. Typical of favorable comment was an editorial in the Boston Pilot: "Jean Muir and all the rest of their tribe must be treated as if they knew what they were doing, and went right ahead and did it." Those that opposed the organization ranged from the staunchest conserva- tive publications, like the Herald Trib- une and Life, to more liberal publica- tions, like the New York Post and those put out by various talent unions. Contrary to Kirkpatrick's suppositions the vast number of small-town newspa- pers— to name a few, the Green Bay, Wise, Press-Gazette, Salisbury, N. C, Post, Urbana, 111., Courier, Lynchburg, Va., News, and Des Moines Register — did not lash out at Red Channels as a result of quoting from big-city publica- tions. In virtually every instance, they seem to have vented their indignation as a result of Associated Press des- patches reporting on the Jean Muir and Gypsy Rose Lee episodes; and in all cases, their sense of fair play and decency was outraged. Excerpts from editorials by papers round the country may be found on page 31. Perhaps the most succinct state- ment appeared in the Jamestown, N. Y., Post-Journal, which declared edi- torially that Red Channels "recalls to us old Dr. Samuel Johnson's definition; 'Patriotism: the last refuge of a scoun- drel.' ' The most powerful indict- ment, however, was Jack Gould's all- embracing declaration in the New York Times : "Any such plan will never serve as a substitute for the conscience of in- dividual sponsors, broadcasters, or agency executives. Thus far. they have dragged their feet in meeting the loy- alty question realistically and in tak- ing cognizance of the 'kangaroo court' which they already have set up by their silent acquiescence to the credo of avoiding controversy. . . Their task is to regain their independence and to restore the elementary principles of fair ]>lav upon which both free enter- prise and everybody's individual liber- ties, including their own, rest. . . It is time that courage and faith in democ- racy were displayed behind the micro- phone as well as on it." (To be continued) • • • CONVERTING AM TO TV (Continued from page 39) By May, he had a pilot TV script out of Robert J. Shaw, who has written the radio series for five years and who has meanwhile been free-lancing in TV for such shows as Robert Montgomery Presents, Somerset Maugham, and Ca- sey, Crime Photographer. He had talked endlessly with his regular three- member cast (Jay Jostyn as the D.A., Len Doyle as "Harrington," and Vicki Vola as "Miss Miller" — all veterans of the original show). Byron had also sat through planning sessions with the agency and client all through summer, until the format of a TV series had vir- tually "jelled" in his mind, and it would be merely a matter of doing it. Byron discovered (as almost any ra- dio producer or agencyman is likely to discover these days) that while the ra- dio series had been rolling along year after year, its members had not been ignoring TV. They had either been doing TV shows as well, when not on call for the radio Mr. D.A., or were al- ready veterans of working in stage pro- ductions or movies. To Bristol-Myers and Ed Byron, therefore, the idea of a TV series presented no great bugaboo when it came down to simple under- standing of the TV medium and its techniques. First preference was given, in By- ron's mind, as well as in the thoughts of client and agency, to the talent who had worked on the radio series. Pri- marily, the reason was this. After working for years with the radio Mr. D.A. show, they had acquired — with Byron's direction — a complete under- standing of their roles. In a sense, they actually were the people they portrayed each week. With the non-acting talent, the situation was much the same. "We might have done what Amos V Andy did," a member of Byron's pro- duction staff told sponsor, "and hired an entirely new group of actors and other people for the TV series. But, the time we would save in having to teach them any necessary TV technique would probably be lost in teaching them the meaning of their roles as 'reg- ulars' on television." However, Bristol-Myers, which be- lieves firmly in keeping in step with the ever-changing cycles of broadcast advertising but does not believe in bet- ting on an unknown quantity, was tak- ing no chances. In August of this year, a Mr. D.A. television show was done 86 SPONSOR with all the loving care of a Broadway first night — and only a handful of peo- ple saw it. The show was done on a closed-circuit TV studio, and a kine- scope recording was made. This was run through, again and again, for By- ron and for the agency and client. It was an expensive test, since half- hour "test-tube" kinescopes are seldom brought in for less than $10,000 or $15,000, but everyone feels the results were worth it. The trial-run filmed TV show proved several things. For one thing, it showed that producer Ed Byron, when teamed with an agency TV director, could turn out a good video show. It proved that writer Bob Shaw could write about the characters of the Mr. D.A. series in terms of the visual air medium. Above all. it showed that — given the chance — ******** "The local station, always alerted for low-eost effective program salesmanship, has to be the spawning ground for Ra- dio 1951.« LESTER GOTTLIEB Director of radio programs, CBS ******** the veterans of the radio show also ex- celled in television. "This was very important," a Bris- tol-Myers executive told sponsor. "We were very lucky in having a radio cast who, more or less by accident, looked in person about how you would expect them to look, judging by their voices and radio roles." Incidentally, some minor "tailoring" was necessary in the conversion of the radio thespians to TV performers, sponsor learned. The star of the show, Jay Jostyn, was the one most con- cerned. Jostyn, a tall, blond, wavy- haired veteran of years of radio, had the proper sonorous-sounding voice for the role of the nameless District At- torney. But, Jostyn was fond of grow- ing his hair long, in the manner of the late John Barrymore (whom he some- what resembles). He was also given to wearing some sharp-looking tailored sports clothes and flowing ties. Before the TV series started in early October, Jostyn went to a barbershop to acquire a neat trim, and to Brooks Brothers for a plain business suit. Now Jostyn looks more like a D.A.. less like an actor. This was virtually all that was neces- sary, except for minor costuming and the designing of permanent office sets, in the way of converting the trio of ra- dio regulars to TV. Len Doyle, who plays "Harrington." the D.A.'s assis- tant, is just the sort of explosive, cigar- smoking, indestructible guy you'd ex- pect. Vicki Vola, who plays "Miss Mil- ler," the D.A.'s secretary, is attractive enough to look good on TV, without giving the feel that she's out-of-place in an office with a notebook open and a pencil poised. It's interesting to note that while Bristol-Myers was going through the chain of events and thinking that led up to the kinescoped "shakedown cruise" of Mr. D.A., it was busy trim- ming the sails of the older series. The radio series, bought by Bristol-Myers in 1940 at a time when the big drug firm was getting fed up with the high costs of big-name comedy shows in ra- dio, was no longer "medium-priced." With TV making inroads into the audi- ence of its (then) Wednesday-night spot on NBC in 1950 and 1951, the program's ratings, audience and sales pull were beginning to get a little out of line with its costs as the program's effectiveness eased off. As an antidote to this. Bristol-Myers ordered some cut-backs in the radio show, which resulted in dropping a 21- piece radio orchestra used for musical effects, and substituting an organist and a horn player, and finally just an organist. Casts were held down to a minimum, and all frills were eliminat- ed. Most of this cost-cutting was done for two reasons : ( 1 ) to bring the pres- ent costs of the radio show in line with the present effectiveness of nighttime network radio, and (2) to get some- what "ahead" on budget money for Mr. D.A., so that the TV version would not take quite as big a bite out of the Bristol-Myers ad budget. Bristol-Myers also decided that when it had a chance, it would put the radio series on tape recordings. With this fall set as the target date for the start of the Mr. D.A. TV series, Bristol-Myers and Young & Rubicam went shopping for a good TV time slot soon after the completion of the suc- cessful kinescope show. Word soon got around the industry, and the American Broadcasting Com- pany approached Bristol-Myers with a choice offer. It was actually a kind of "package" time offer, although shows on ABC radio and ABC-TV cannot be lumped together for frequency or dol- lar-volume discounts. ABC did offer, however, a choice morning time slot (M-W-F, 11:30 to noon) for B-M's radio Break the Bank. 0 £T.««M0USMWI 'wee* I "This is my beat! 'Promotion' is my middle name I'm CFBC's promotion director FULL TIME/" Above, I'm pointing out that fabu- lous Nova Scotia 'BONUS' Area you get when you sign a contract for CFBC Coverage — A Coverage which offers you the CONCENTRATED Population areas of New Brunswick — and the Western Nova Scotia Counties as a bonus! In the counties surveyed by BBM Radio Station CFBC has a potential of over 39,000 Radio Homes! In the U.S.A., ask WEED & COM- PANY (In Canada, J. L Alexander) about Dick Gallagher's CFBC Promo- tion— I go to work on air promotion — dealer letters — local 'detail' schemes — yes, even free movie promotions in our large studio! Be sure to ask WEED & COMPANY or J. L ALEXANDER for our PROMO- TION PLANS . . . when you contract with NEW BRUNSWICK'S GIANT promotion minded CFBC /// St. Joh in 21 OCTOBER 1951 87 90 °o ofKECK's clients have renewed year in, year out, since station went on air the station most people listen to most in West Texas full time regional on 920 k. c. BEN NEDOW general manager ODESSA, TEXAS Nat'l Rep. Forjoe & Co. ask Jinn l!i. in; & Co. about the Havens & Martin STATIONS IN RICHMOND nine -am ll'C OD -™ WTU-tv First Stations in Virginia and a Friday-evening 9:30-9:55 slot for the radio Mr. D.A., which could be added together for discount pur- poses. At the same time, the offer in- cluded a pitch for the alternate-Monday slot of 8-8:30 p.m. on ABC-TV for the TV Mr. D.A., permitting it to alternate with The Amazing Mr. Malone, a some- what-similar crime show in which a lawyer is the central figure. Bristol- Myers soon figured out that the shorter (25 minutes, versus the previous 30 min- utes) radio slot for Mr. D.A. would be a money-saver, coupled with the oppor- tunity to do the radio show on tape and thus save more dollars and avoid conflicts with TV in rehearsal time. Bristol-Myers saw the ABC offer as an ideal way of easing into TV, without putting too much strain on production staffs and talent connected with Mr. D.A. Doing the show on tape meant, too, that a radio rehearsal schedule could be worked out so as to fit neatly into the TV rehearsal. Actors would not be under the same strain of a "live" radio show, if they knew that any vocal fluffs could be edited-out in handling of the taped show. (For full details of how tape recording is making sweeping changes in radio production, see "The tape recorder: it is revolu- tionizing radio programing" in the 8 October, 1951 issue of sponsor.) The alternate-week arrangement, Bristol-Myers felt, was another handy money-maker. By going on every-oth- er-week with a TV Mr. D.A., the time and talent costs would be just 50% on a yearly basis of what they would be if the show was done once a week. Thus it was that Bristol-Myers went for the ABC offer, and the TV Mr. D.A. was set for a 1 October, 1951 start, following the earlier starts of the radio Mr. D.A. on 21 September and Break the Bank on 24 September. Since the successful TV premiere of its new video crime series, Bristol-My- ers has had a chance to compare the costs of the radio-versus-TV versions of the show. The two shows are done under one master contract with Ed By- ron, who has in turn made radio-and- TV contracts with his regular staffers and performers. Most of them receive a check which covers their work both on the radio and video shows, but which is somewhat less than the price of each would be — a kind of dollar- volume discount in terms of talent. It is thus hard to price the shows sep- arately, but according to Bristol-Myers v.p. Joe Allen, veteran advertising and public relations man for the firm, the TV show costs "three times as much as the radio show, apart from time charges." ( Private estimates of this cost ar- rangement put the probable total of both shows at about $5,000 for the radio show each week it's on, and about $12,000 to $15,000 for the TV show.) Even at this rate, Bristol-Myers is getting a bargain. Despite their famil- iarity with the show, it takes the per- formers considerably more time to pre- pare a TV show than it does a radio show. Writer Bob Shaw, for instance, can knock off a radio script in about five hours of writing. A similar TV script, he estimates, takes him about 10 or 12 hours. The radio show, which is + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + FOR DETAILS: THE MUTUAL BROADCASTING SYSTEM +++++++++++++++++++++++++ + + + + + Mister PLUS, the smithy, stands Beneath the chestnut tree, Holding in his sturdy hands A vast community: "MBS has STRONGEST GRIP On Home-Town U.S.A. Eleven-million listenership Is platinum — not hay!" + + + + + + + + + + + + + + + + + + + + + + + + + + NEW YORK 18, N.Y. + + + + + + + -the difference is MUTUAL! 88 SPONSOR taped on Wednesdays for airing a week-from-Friday (10 days hence), is done with two readings and a taped "dress" plus follow-up corrections, a total of about three or four hours work. The TV Mr. D.A.. on the other hand, requires 20 hours of "blocking out." and about seven or eight hours of stu- dio rehearsal (at least three or four hours on camera I . About five produc- tion staffers and technicians are in- volved in the radio taping; between 75 and 100 are involved in the actual TV show. From the economy standpoint, the alternate-week TV arrangement is working out well too. The show with which the TV Mr. D.A. is paired ap- peals to virtually the same audience, so that the mystery duo hold their au- dience and add to it from week to week, with no split of interest. How- ever, research studies (such as that of Advertest Research in June, 1951 in 770 TV homes in the New York area) have shown that only some 16% of the audience could name the exact pro- gram scheduled of an alternating pair. Therefore. Bristol-Myers is doing all it can promotionally to tell TV view- ers when it's Mr. D.A.'s turn at bat. Extensive tune-in advertising schedules are used in newspapers in TV areas on the day of the B-M show. This is backed by stepped-up agency publicity campaigns, through Young & Rubicam, and with a cross-plugging arrangement with Amazing Mr. Malone at the tag end of each of the alternating TV pro- grams. If the TV Mr. D.A. follows the pat- tern as shown in the Advertest study mentioned above, Bristol-Myers should get its money's worth from the show in terms of sponsor identification. The average S.I. for a representative group of weekly TV programs is around 44%, according to Advertest. For al- ternating-week programs, it's about 38% — and these shows cost just half RESULTS PROVE 500,000 MEXICANS IN CREATER LOS ANGELES LISTEN TO 6 HOURS OF SPANISH PROGRAMMING DAILY ON KWKW AND KWKW-FM ASK FORJOE as much as if they were done weekly. It's too early to judge if the TV Mr. D.A. will be a sales success. Only two video shows had been done (1 and 15 October) when sponsor went to press. However, there's every indica- tion that the Bristol-Myers formula of a trimmed-doun-and-taped radio show, coupled with an alternate-week TV ver- sion of the same program may be a workable formula for the advertiser who would like to see his radio vehicle on his living-room TV screen. * * * WORK SESSIONS (Continued from page 35) "Three or four years ago — and for a long while before that — advertisers were lined up at the door waiting for nighttime chainbreaks — good, bad, and indifferent. Today the swing has gone to daytime minutes. These are at a premium now while most stations have a very respectable selection of night breaks going begging. Even in the strongest television markets the adja- cent programs to these breaks still have solid ratings that make excellent buys for the advertiser." F. C. Brokaw, Vice President, Paul H. Rarnter Co., Chicago * * * "The best TV program for an adver- tiser will: 1. Attract largest possible audi- ence of logical prospects. 2. Appeal to that segment of the audience which is the adver- tiser's major sales target. 3. "Condition" the audience for the sales story. 4. Permit the most effective pres- entation of the selling strategy. 5. Offer exciting merchandising possibilities. 6. Accomplish these objectives' at a reasonable cost per family reached.'"' George H. Bolas. Director of Radio- TV. Tatham-Laird, Inc., Chicago *- * * ". . . we intend to use radio adver- tising in the immediate future just as we have been using it for the past sev- eral months. One may say 'Haven't a number of things happened to change your reactions?' Yes, we have changed our advertising expenditure in the past year, have added or increased televi- sion in certain markets and no doubt will in the months ahead, and yet we intend to use radio in 1952 more than any other media. "Today there are approximately 44,- 400,000 homes with 95% of them hav- ing one or more radios. There are esti- mated to be approximately 96 million radio sets in use as against 13 million television receivers in the United States. The last census showed 96% having radios versus 85% having kitchen sinks. Even with the unbeliev- able advance of television, a number of our markets have no television what- ever, and in the markets with televi- sion, radio continues to play a most important part in the family's daily life." John M. Hosch, Jr., Vice President, J. Walter Thompson, ISetc York * * * "To a great extent the responsibility for improving a client's time position rests with the buyer assigned to the account. Time is a limited commodity. When Aluma-Kraft offered its listeners a tape measure to develop Chicago sales leads for its awnings, the company got 15,504 leads (85% of them mentioned the brand) from only 6 announcements on THE HOUSEWIVES' PROTECTIVE LEAGUE Most sales-effective participating program . . . anywhere! 22 OCTOBER 1951 89 sCifeh^ Same old story in Rochester . . . WHEC WAY OUT AHEAD! Consistent Hooper Leader since 1943. Leads morning, afternoon and night! .... WHEC ROCHESTER; N.Y. 5/000 WATTS Rtpresentati vt $ ... '' -, EVERETT-McKINNEY, Inc., New York, Chicago LEE F. O'CONNELL CO.,Lo» Angelet, San Francisco ( inter normal conditions, a magazine or newspaper can increase its advertis- ing space by increasing its pages. A station or network enjoys no such ad- vantage . . . advertising 'space' is lim- ited Ji\ the rotation of the earth. Thus, tune on the air assumes a somewhat different value for the advertiser. A good lime is a property to protect and hold on to. Some advertisers in radio have spent years to get outstanding times on the air, changing from rela- tively poor positions to better ones as they became available." Robert M. Reuschle, Manager Timebuying Dejtt.. McCann- Erickson, Inc., I\ew York ". . . new devices and concepts if soundly conceived and properly sold are certainly in keeping with radio's normal readjustment. However, there is a very real danger that network ra- dio may be degraded by irresponsible and opportunistic selling. I refer spe- cifically to the deplorable tendency on the part of some networks to make ''un- der the table deals." These deals, in some cases, have been effective in buy- ing business — but in the long run they can only be damaging to our industry. Aside from the loss of respect and con- fidence on the part of our clients, such deals obviously affect the structure of network broadcasting. They mean that the sustaining programs on the net- work must deteriorate in quality and that, in turn, means smaller audiences. I ltimately, not only the network, but the individual stations, the agencies, and their advertisers will pay the price for this cut-rate business. For such deals will decimate the appeal of our most effective selling device. We cer- tainly feel there is no excuse for this approach to the problem of readjust- ment." John Karol. Vice President in Charge of Sales, CBS Radio, AW York » * * "Through TV , an advertiser has the opportunity to present his sales story in its most effective and persuasive manner, under ideal psychological con- ditions, i.e., personal sell to the pros- pect in her own home after condition- ing that prospect by creating a mood of relaxation, enjoyment, and of ap- preciation." George A. Bolas, Talham-Laird "As in most things new, TV has its growing pains and problems . . . so don't let some of the foregoing scare you away. Let's face it, TV is here to stay . . . the question is: 'What are you going to do about it?' Ignoring TV can be hazardous too! Here are a few suggestions: "First, decide if TV advertising fits your marketing plans and distribution. Do this even though you may be satis- fied with the media you are now using, and satisfied with your present sales results. "Second, decide that you are going to get some practical TV experience as soo?i as possible, no matter how modest the cost. "Third, decide how you are going to use the medium. In other words, have a plan covering budget, timing, mar- kets, merchandising, research, etc. "Fourth, in the beginning I suggest Ballooning high, our Mister PLUS Surveys a wide terrain: -++ + + + + + + + + + + + Says he: "No one compares with us + In actual audience gain!" + + + It's ON THE RISE, from coast to coast, H + + + + + + + + + + + + + + + +■ + + + + + + + FOR DETAILS THE MUTUAL BROADCASTING SYSTEM • NEW YORK 18. N.Y. + + + + + + + This listener-ship of ours, Despite TV, our sponsors boast Millions more tune-in hours! — the difference is MUTUAL! 90 SPONSOR you establish a separate TV budget . . . robbing Peter to pay Paul can be dan- gerous in the early stages of your ven- ture into TV. "Fifth, obtain experienced guidance. There are many pitfalls along the TV road and the financial hazards can be great." Robert M. Reuschle, Mc-Cann-Erickson "Our client is interested in getting large audiences per dollar invested. The purchase of participations on good pro- grams, the owning of a program, or buying announcements with exception- ally high ratings usually takes prece- dence over lower ratings. However, some programs with an exceptionally loyal following should not be judged on ratings alone, and the lower rating in some cases may offer a profitable buy. We have made it a practice to buy radio and stay with it rather than 'go in' and 'go out' like many adver- tisers. As a result, we attempt to buy radio when others are cancelling and are willing to keep such programs and announcements through the hot weath- er or the Christmas season in order to build up large audiences per dollar in- vested and gradually build the ratings of all of our programs or announce- ments." John M. Hosch, J. Walter Thompson "In the early fall of 1950, Clark's Teaberry Gum started a spot TV cam- paign in 13 medium-sized Eastern and Mid-western markets. By October 31 the evidence indicated sales were up an average of 46.2% over 1949 in the TV markets. In non-TV markets, sales did not show an increase. At present this client is using TV spot exclusively." Robert M. Reuschle, McCann-Erickson "Among 'best buys' in radio are mu- sical programs. I am speaking here of programs that are fundamentally mu- sic— not variety shows. I mean the disk jockey programs, concert music, dinner music, and such. Popular mu- sic, in fact any music program unre- lieved by guest appearances or other novelties does not gain am thing by TV rendition. There was unquestion- able drama in watching Toscanini conduct the NBC Symphony Orchestra. But there are few Toscaninis and the visual impact of watching most popu- lar bandleaders is more apt to be de- pressing than pleasing. Dance music, dinner music, in fact all fundamentally music programs are audio by nature and radio will always do them as well or better, and they will always com- mand audience. Unquestionably, they qualify as one of the best buys in ra- dio today." F. C. Brokaw, Paul H. Raynwr * * * "It is for the opportunity to sell his audience that the advertiser plans, schedules and buys time and programs. It is this opportunity that must not be mised. It must be handled with great- est effectiveness." George A. Bolas, Tatham-Laird * -::- * "For a number of years we have tried to find out exactly how our ad- vertising dollars are most effectively spent and we continue to spend more dollars in radio than in any other me- dium. When our client uses various media it is oftentimes difficult to deter- mine exactly what does the most effec- tive selling job. One way in which we have checked our advertising results is that we have made, at about the same time each year, a free offer over the radio. These offers have been keyed and we have found out where we secure the most response per dollar invested. Once such an offer is repeated and then repeated again, you have something of a yardstick or a record of experience, and the burden of proof is on the poor return to see if such time or program should be continued." John M. Hosch, J. Walter Thompson «• * >.i "Spot announcements can readily be merchandised to a sales organization as well as by that organization at the lo- cal retail level. Spots develop a high degree of audience and sales penetra- tion through their greater frequency and spread throughout the week. Spot ennouncements in general deliver max- imum efficiency for the advertising dol- lar since it is spent almost entirely for circulation with no major program ex- penditure to achieve that circulation. Spot announcement advertising keeps a budget extremely fluid because an- nouncements have a short term con- tractual commitment and can be can- celled on two weeks' notice." Robert M. Reuschle. McCann-Erickson * * * "Those of us in the J. Walter Thomp- son Company have used a measuring Seventh of a series WILLIAM M. TUTTLE V.P. and Dir. Radio and TV Ruthrauff & Ryan, Inc. LIKE MDST "Newsworthy" TV & RADID EXECUTIVES Mr. Tuttle's LATEST BUSINESS PORTRAIT IS BY- Photographer to the Business Executive 565 Fifth Ave., New York 17— PL 3-1882 22 OCTOBER 1951 91 CBS WHP SOOOWMTS, 580 K C !\ationai Rep. The Boiling Co. the key station of the keystone state . . . Harrisburg, Pa. STATEMENT OF OWNERSHIP, MANAGE- MENT, CIRCULATION. ETC. Required by the Act of Congress of August 21, 1912. as amended by the Acts of March 3, 1933, and July 2, 1946 (39 US C. 233>. Of SPONSOR, published bi-weekly at Baltimore, Maryland, for October 1951. The names and addresses of the publisher, editor and business managers are: Publisher and Editor: Norman R. Glenn, Mama- roneek, N. Y. Managing Editoi Miles David. New York. N. Y. Business Manager: Berna.'d Piatt, New York. N V. The owner is: SPONSOR PUBLICATIONS Inc., New Yuik. N. Y. roiders of one percent or more of stock are: Norman It, Glenn. Mamaronerk, N. Y ; Elaine C. Glenn, Mamaroneck, N V. ; Ben Strouse, Baltimore, Md : Ruth K. Strouse, Baltimore. Md. : William O'Neill, Cleveland. Ohio; Henry J. Kaufman. Washington, '< C . Pace'.i Bloom, New York, N. Y ; Pauline H. Poppele, New Y <: I: V Y.: Ed- win 1> Cooper, Tonance, Cal,f. ; Henry J. Cooper, Brooklyn, N. Y : Judge M. S. Kronheim, Wash Ington, u C . Norman Reed, Washington, D. C : Mortimer C. Lebowltz, McLean, Va : John Patti- son Williams. Dayton, Ohio; Jerome Saks, Wash- ington, li c ; Catherine E. Koste, Hawthorne, N. Y . William I!. Wolf, Washington, I) C : Harold Singer, Washington, l> C. ; Bernard Piatt, New- York. N. v ; Norman Knight, Southport, Conn Thai the known bondholders, mortgagees, and other bidding one percent bonds, mortgages, or diving the names security holders owning or move of tolal amount ►thei securities arc: None. Thai the two paragraphs above of the owners, stockholders and security holders. If any, contain nol only the lisl ol stockholders ' as they appear upon the books of the company but also, in cases where the stock- holdci or security holder appears upon the books ol the company as trustee oi In any other fldu- ciarj relation, the name of the person or corpora tion tur whom such trustee is acting, is given; also that the said two paragraphs contain state- ments embracing affiant's full knowledge and be to the circumstances and conditions under which stockholders and security holders who do ppear upon the books of the- company as trust- hold stock and securltiee in a capacity othei than that of a bona til *-ner; and this affiant lias ea on to believe that any other person, asso- ciation, or corporation has any interest direct or in the said sto I- , 1 d oi ol hi I ec in tics than as so stated. Bernard Piatt, Business Manager. Sworn to and subscribed befon rue- thii Ith da) of October 1951. SEAL: William E. Oibncy (My comml ■ March 3(1. 1958.) yardstick for years which we call a T-Square, and we have found such yardstick most useful in helping our clients build profitable sales. The T-Square includes: (a) What we are selling — not in terms of 'product' but how the product will best serve the consumer's self-interest. (b) To whom we are selling — whether rich or poor, men or women, etc. (c) Where ive are selling — the best market for the product (large or small towns, etc.). (d) When we are selling — what time of the year is best (or other periods of time). (e) How we are selling — by what appeal, in what media, through what distributive channels, etc." John M. Hosch. J. Walter Thompson "In producing television commer- cials, let's forget about how clever we can be, and concentrate on how effec- tive we can be in selling the product." Robert W . Dailey, Radio-TV Director, McCann-Erickson. Inc., Cleveland "Let's take a realistic look at televi- sion today in relation to radio. In the first place, we should note that televi- sion is by no measure national in cov- erage. As you know, there are 63 tele- vision markets. In these markets, half the homes have television. However, these facts are really beside the point: the point being that an advertiser go- ing into television now could not possi- bly get into all 63 markets. The rea- son is simple. Some 39 of the markets have only one station and therefore can handle only one program at a time. Another 11 markets have only two sta- tions. You can, therefore, eliminate about 80% of your potential coverage. Actually, you might be able to clear about 20 stations, but only a handful — perhaps as many as eight — would be "live."' The remainder would carry the program by kinescope recording in whatever fringe time was available and play back the show as much as three weeks after the live broadcast. Thus, the advertiser loses another of radio's great advantages — timeliness. And to reach this small market, the advertiser pays twice as much in terms of people reached per dollar spent, as he does with network radio. To be more spe- cific, I can recite the figures of one re- cent program on our network which was simulcast. Radio produced listen- ers at $2.85 per thousand while televi- sion produced viewers at $5.02 per thousand. And equally important, ra- dio reached over 101/-? million people not reached by television." John Karol. CBS Radio « * * "Entertainment in commercials too often provides so much sugar coating that the product-sell is almost complete- ly lost. Commercial 'productions' are entertaining, but many of them detract from the product rather than provide staging for the sales proposition.'' Robert W. Dailey. McCann-Erickson • * • ++++++ +++++++++ T+TTtT++ttT++TT+TTTTT+ttTTt+ + ++++++++ +++ + + + + + + + + + + + + + + + + + + + + + + 4 + + + t + + + + f- Mister PLUS needs diving gear, Complete with pump and hawser, To make our low cosfs crystal clear: Lowest you ever saw, sir! ROCKBOTTOM COSTS, our rate card shows. ] Per thousand folks who listen. In urban markets or in those Where other nets are missin'! + + + + + + + + + + + + + + + + +- + + + + + + + FOR DETAILS THE MUTUAL BROADCASTING SYSTEM N<=w YORK 18. NY. +-M + + -,+ -the difference is MUTUAL! 92 SPONSOR NBC RADIO PLAN {Continued from page 34) Q. When does the 75% rule go into effect? A. New advertisers may take advan- tage of it immediately (there were no new accounts reported by presstime). Old accounts may drop stations as they desire after giving 28 days' notice. However, it is believed that few clients will want to drop stations until the present 13-week quarter runs out. Changes will probably occur about the first of the year when many advertisers start on their new budgets. Q. Is a flurry of cancellations of NBC shows in top TV markets to be expected? A. More a dribble than a flurry, is the prediction of timebuyers sponsor quer- ied. The fact that dropping major TV markets would also mean the loss of substantial numbers of radio homes both within and without the city lim- its serves as a deterrent. Actually, most timebuyers reason that the cost-per- thousand of the major-city stations is still lower than that of smaller mar- kets— despite TV's inroads and the campaigning of the ANA. "You still can't beat those umbrella stations," is the way one timebuyer put it. Q. What happens to the time pe- riod left idle when an advertiser does not want a given market for his program? A. It reverts to the station for sale locally. The station is guaranteed this time for 26 weeks or until the opening of the network fall season on 15 Sep- tember. Some observers believe this 26-week guarantee, besides making the dropped periods attractive to local ad- vertisers who might want some guar- antee of continuity, would also serve to deter network advertisers from cross- ing out various key markets. The rea- soning here is that the advertisers WENE BINGHAMTON, N.Y. MARKET NOW 5000 i WATTS CALL RADIO REPRESENTATIVES, INC. would be afraid to lose their time pe- riods irrevocably to local sponsors. But, said one savv\ timebuyer: "I don't believe we'll find many local advertis- ers buying into those times. That pos- sibility wouldn't scare me at all." Oth- ers, however, felt that such time would be snapped up. Q. What does the new classifica- tion of NBC stations as either "pri- mary," "supplemental," or "prem- ium" mean to advertisers? A. The new "primary" list of stations replaces the old list of 29 "basic" sta- tions. It will comprise 40 to 50 NBC stations which the network believes represent its best foot forward for com- plete national coverage. These stations were selected on the basis of 18 fac- tors like retail sales and sets in the area. The new list is in no way a sug- gested network since purchase of this list by itself would not bring an adver- tiser up to the 75% requirement. (The list will comprise only 80% of the 75% dollar minimum, according to Charles R. Denny, NBC executive vice presi- dent.) Actually, being included on the list is for stations merely a measure of their stature. Since three of the present 20 basic stations will not be on the new pri- mary list; and since other important NBC outlets would undoubtedly give much to be included. NBC's planners are being careful to ground their choice of primary stations on valid principles. Probably to protect itself against kick- backs from offended outlets, the net- work is now engaged in double check- ing its announced 18 factors to see if they take all things into account. Not until the checkup is completed will NBC release the list of primaries, spon- sor learned at presstime. "Supplemental" stations are all pres- ent stations not included in the primary b'st. The new supplemental classifica- t on replaces the current "supplemen- tary" list of regional clusters of sta- tions. "Premium" stations on a large scale are brand new to NBC. though the oth- er networks, particularlv Mutual and ABC, have always had them, using the term bonus stations. Premium stations are a gift to the advertiser. He gets them along with his regular network buy, but the station gets no compensa- tion and has to pay line charges to the network. The advantage of the deal to bonus stations, usuallv small grass- roots operations, is in terms of audi- ence-building and prestige. NBC will add probably 100 such outlets in order to give advertisers additional circula- tion at no extra cost. The premium stations will probably be recruited among present affiliates of ABC and Mutual particularly and among independents. Part of the bait being offered these stations is NBC's new Minute Man Service (described below). Not generally known is the fact that NBC has in effect had 17 bonus sta- tions for some time. These stations were paid only a nominal fee by the network for carrying NBC programs. Under the new plan, the 17 stations will cease getting any payment and in- stead will have to pay the network line charges and other incidental fees NBC may require of its premium affiliates, according to a top ranking NBC affil- iate. "The distribution of Dreyer products has increased 250%, and particular products you emphasized have shown almost immediate sales response," wrote the sponsor, on review- ing his results from THE HOUSEWIVES' PROTECTIVE LEAGUE Most sales-effective participating program . . . anywhere! 22 OCTOBER 1951 93 Q. How do the new station rates planned by NBC affect advertis- ers? A. Not at all, according to NBC. Sta- tions where rates go up are said to balance out stations where rates go down, leaving the advertiser with no change in his tab. Some advertisers had wondered whether this applied to morning and afternoon as well as eve- ning time. Morning time, they rea- soned, is little affected by television and might be going up in price on most stations — resulting in an in- creased rate for morning network ad- vertisers. But it doesn't work out that w a\ . NBC told SPONSOR. Q. How do stations view NBC's rate-adjustment plans? A. None of the stations had been in- formed at presstime of what their new rates will be. But top executives at several ke\ NBC outlets told sponsor that they objected vehemently to any cut in rates for their own stations. Their feeling was that the NBC move was "poorly timed." coming just at a moment when radio has begun to stage a comeback. Said the manager of a 5KW Eastern outlet: "NBC has made too many rate mistakes in the past. This may be another." Station opera- tors have been holding meetings to which net executives have not been in- vited to discuss rates and other aspects of the NBC policy changes. Most of them believe that under pressure NBC ■ui/llljl £ I Reasons Why The foremost national and local ad- vertisers use WEVD year after year to reach the vast Jewish Market of Metropolitan New York I. Top adult programming 2. Strong audience impact 3. Inherent listener loyalty 4. Potential buying power Send for a copy of "WHO'S WHO ON WEVD" HENRY GREENFIELD Managing Director WEVD 117-119 West 4*th St., N<* York 19 will be forced to negotiate and compro- mise on rates set up for each station. This is probably the opinion of net- work executives as well, who do not expect to have their new rate policy in effect before many months have passed. Q. Will a station's national spot rates be affected if its network rate is lowered by NBC? A. No. The two rates are not con- nected. Many stations now have high- er rates for spot than for network. Since sale of spot time has been pro- ceeding at a furious clip, advertisers will not get very far if they suggest 1 1 1 at allected stations now lower theii spot rates. Stations will be influenced only by supply and demand and the demand is high right now. Q. What do the national represen- tatives think of NBC's new plan? A. Like evervone else in the industry, the reps have been snowed under try- ing to understand all the provisions of the NBC omnibus. They had reached an in general favorable conclusion by press time which is summarized in a statement by Murray Grabhorn ap- pearing on page 33. Q. What are the Minute Man pro- grams? A. Thev are programs aired by the network in station time in which the stations can sell national spot or local announcements. Essentially, they are network co-oo programs — with one im- portant difference. Instead of having to pay for Minute Man programs while carrying them sustaining, stations may air them free until they sell announce- ments in them. Stations may also sell Minute Man programs to single adver- tisers. Actual time the shows go on is up to the station since thev may be taped for use. I On ABC and Mutual, incidentally, it is also possible for a station to carr\ co-op shows sustaining without paving the network.) NBC's present co-op shows i four news programs) will not be affected, though the) iiku be incorporated into the Minute Man Service at a future date. The shows thus far lined up for Minute Man Service are: a dailv Kate Smith half hour (from 12:00 to 12:301. combining aspects of Kate Smith's previous commentary and vo- eal programs; a new Howdy Doodj show (one hour on Saturday morn- ing), bringing the NBC-TX puppet star to radio: a Kaltcnborn newscasl (Saturday. 6:15 to 6:30 p.m. I : a Bill Stern sports roundup (daily 0:30 to 6:45 p.m. I ; and four other programs of network calibre bringing the total daytime quarter hours of Minute Man programing to 40 weekly. Minute Man programs in late evening time (10:30) are planned for the future. Charges for the sponsored Minute Man programs are designed to make them more economical than transcrip- tion service programing. Q. What's the significance of the Minute Man shows for sponsors? A. They represent a whole new set of carriers for spot radio announcements. All in all, 119 daytime and early eve- ning slots will be made available for stations to sell. These availabilities will be considered choice by many advertis- ers inasmuch as they are in shows of network calibre, featuring known name personalities for the most part. There is even a possibility that an increase in purchase of local programs, both Min- ute Man and others, yvill be stimulated by the new MM programs. That was the reaction among executives of Fred- eric W. Ziv, the transcription firm. They felt that any development which improved local station programing might get advertisers thinking in terms of buying more local programs of all types. If an advertiser were to line up a given Minute Man offering in say 30 markets, he would then have the equiv- alent of a network program (in qual- ity)— but bought on a selective basis to fit his varying needs. Buys like this have never been possible before with network-originated programing, though a number of advertisers have bought a given transcribed show for airing in a selected group of markets. Q. Next to which sustaining pro- grams has NBC opened up new one-minute chainbreaks? A. There are seven sustainers in- volved, all in evening time and all star- ring name talent. To aid advertisers who may want to consider buying the new one-minute slots in various mar- kets, here is a brief rundown on each of the adjacent shows: You Can't Take It With You (9:30 to 10:00 p.m.. Friday), serialized ver- sion of Pulitzer Prize play, starring The WHOLE job in TV film spot making at TELEFILM Inc. Producers since 1938. HOLLYWOOD (28) CALIFORNIA 94 SPONSOR Walter Brennan. Night beat (10:00 to 10:30 p.m., Fri- day), Frank Lovejoy in newspaper thriller. Magnificent Montague (8:00 to 8:30 p.m., Saturday), Monty Woolley as a broken-down Shakespearean actor working in soap opera. Dangerous Assignment (10:00 to 10:30 p.m.. Saturday), mystery-adven- ture with Brian Donlevy as soldier of fortune. The Silent Men (10:00 to 10:30 p.m., Sunday), new mystery drama starring Doug Fairbanks, Jr. The Man Called X (10:30 to 11:00 p.m., Monday), mystery-adventure with Herbert Marshall. Noteworthy is the fact that four out of seven of the sustainers listed above are in NBC's new strip of mystery "nightcap" shows. Strategy behind de- velopment of this strip was to provide shows listeners would habitually turn to for pre-bedtime relaxation. Spot ad- vertisers who want to hit the same au- dience over and over again for a pe- riod; or those who merely want to reach the big and enthusiastic audience attracted by most mysteries, would do well to look into these particular new availabilities. Q. How will advertisers be affect- ed by NBC's plan to revise network option time? A. One advertiser who has already dis- cussed the new option plan with NBC told sponsor he was reassured by the network's attitude. "Thev didn't seem to be in a hurry," he said, referring to the target date for changes in after- noon option hours which has been set at October, 1952. "We'll be happy to go along with the network in the change they want, provided we get as good or better time," he added. "But we would never go for an arrange- ment where we remain behind in sta- tion time once the network rolls back its option hours. That would mean leaving ourselves open to too much trouble holding onto stations." Only advertisers on during the after- noon are directly affected by the shift in option time (3:00 to 6:00 changed to 2:00 to 5:00 p.m.). In the morn- ings, time will be increased (9:30 to 10:00 adding to the current 10:00 to noon). And the change in option time during the evening (8:00 to 11:00 roll- ing back to 7:30 to 10:30 p.m.) does not involve shifting of any presently sponsored shows. An additional change is the optioning of an hour on Sunday morning where NBC has no time at present. Target date for all changes other than in afternoon time is Janu- ary, 1952. Several advertisers told sponsor that they would now begin to study the ad- visability of buying franchises in the morning time NBC is opening up. Morning is regarded as a good bet for long-time network sponsorship because it is relatively TV-proof and will prob- ably remain so for a long time to come. Q. What's the outlook for the new one-shot programs on NBC? A. If the sales to date of CBS' one- shot operation {Red Skelton) are any index, NBC should at least get an in- terested hearing from advertisers both new and old to network radio. CBS, sponsor learned, sold 11 separate pro- grams in the first month's effort, ex- pects to sell five more shows by the end of October. Q. Are more changes in policy by NBC and other networks coming which will make the nets even more flexible? A. \es. Few advertisers and agency men queried by SPONSOR thought NBC's 75% proviso was anything near a final arrangement. Most thought there would be a gradual change un- til all of the networks began to provide regional, virtually hand-tailored serv- ice. But one agency executive, a for- mer top timebuyer now managing an agency radio department, predicted that by the end of this year networks would be making deals for TV shows including simulcasts of the audio por- tion carried on radio stations at great- ly reduced rates. This was a relatively extreme point of view, however. * * * MR. SPONSOR ASKS i Continued from page 47) pressively large segment of the view- ing public from the aural standpoint, but makes for ready balance and tempo that is visually appealing. In giving production values to the interpreta- tions of the various musical numbers that make up our show, starring the hilarious antics of Jackie Gleason, the interpretive dancing of the June Taylor dancers and the stellar personalities of guest artists, the rhythm of the partic- ular music used is as important as any visual gimmicks apparent to the eye. While I have said that Cavalcade of Stars highlights familiar bill not tired music of all levels I must note a re- cent exception that paid off handsome- ly. A young singer named June Valli (we frequently use rising young peo- ple as wel las the established ones) was on the show and brought me a new song. Because I thought it might eas- ily become the song of the year, I sanc- tioned her usinii it. though we practi- cal I v never present unknown music. The number was "Too Young," intro- duced for the first time anywhere. All of which would tend to prove that any success formula will never do itself an injustice by being flexible and untradi- tional when the propitious moment pre- sents itself. Milton Douglas Producer, Cavalcade of Stars DuMont Television Network New York Any questions? sponsor welcomes questions for dis- cussion from it- nailers. Suggested ques- tions should be accompanied by photo- graph of the asker. W It E III If ihe rating on our completed 13 Craig Kennedy mystery shows starring Donald Woods, filmed especially for television, does not beat the rating of any mystery -detective TV show at end of 13 weeks (comparable time) in any city, we offer your sponsor 2nd run at no charge for show. Immediate Welivery first 13 1/2-liOMr TV films completed Adrian Weiss Productions present KENNEDY CRIMINOLOGIST Starring DONALD WOODS as ' CRAIG KENNEDY with Sydney Mason and Lewis G. Wilson Available For National-Regional or Local Sponsorship LOUIS WEISS & COMPANY 655 N. Fairfax Los Angeles 36, California Phone: WEbster 5287 WrHe-Wire-Phone • Screening Prinfs Available 22 OCTOBER 1951 95 SPONSOR SPEAKS TV sports unlimited? The anti-trust action initiated by the Federal Government against groups uniting to keep sports events off the air should result in more sports sponsor- ship opportunities in 1952. With another crack of the whip we expect more than one 1951 untouch- able to declare himself wide open for 1952 sponsorship offers. Major League Baseball, whose access to Washington secrets is not insignifi- cant, beat the anti-trust action to the punch by a number of hours. Here- after each club will decide whether it will sell rights in cities outside its own home town. Heretofore such action was prohibited under the rules of Baseball. The University of Pennsylvania ap- pears to be having the last laugh as the NCAA backpedals (at least verbally) on its 1951 action to limit TV airings. Pennsylvania rebelled against this de- cision earlier in the year, was almost read out of the NCAA before it prom- ised to behave. The sports picture, as it affects ad- vertisers and broadcasters, will under- go a rapid transition in the months to come. It's well worth watching with an eye to advertising opportunities. Red Channels' bible Where does Red Channels pick up its information on which personalities in the radio and television world are Communist and Communist-dominat- ed? Strange as it may seem, The Daily Worker is the bible. When a sponsor editor interviewed the men who run Red Channels (see page 30) he was amazed to learn that they consider favorable or even neu- tral mention of an individual in The Daily Worker sufficient evidence for listing in Red Channels. The Daily Worker is scrupulously accurate, they contend, consequently there's no need for further substantiation of guilt. The Daily Worker — what a paper! Mutual's man of destiny When young Tom O'Neil (see front cover) burst onto the broadcasting scene a few years back as president of the Yankee Network, he was known principally for his remarkable ability to participate in a three-hour business session without saying a word. Today's he's more vocal. Having thoroughly grasped the essentials of the industry, he'll often come through in as little as 45 minutes. Tom's utterances are worth waiting for. Around Mutual Broadcasting Sys- tem, where he is now Chairman of the Board, he's known as a great idea man, a fellow on springs, Mr. Action him- self. His yen for action has carried him. during his brief career in broadcasting, to purchase of the Yankee and Don Lee Networks, Board Chairmanship of MBS, and recently a collaboration with R. H. Macy that gives him control o-f WOR and WOR-TV. He was also re- sponsible for a plan whereby MBS and MGM participate in a revolutionary programing tieup. While his vice-presidency of General Tire Company (of which his father is president) gives him access to the funds which enable him to carry out his campaigns, Tom himself is respon- sible for his unique sagacity and au- dacity. "O'Neil is a born horsetrader — he'll trade on anything," said one of his intimates. "And his trading sense is uncanny." O'Neil's driving energy has found a close-to-perfect complement in Frank White, keen, shrewd, substantial MBS president. Between them, they have the aggressiveness and experience to shape a new Mutual that will give the rest of the industry plenty to think about. As an unbiased observer, sponsor looks on Tom O'Neil as a phenomenon of the industry. His latest move augurs a new and growing strength for Mu- tual. Where he'll stop we don't know. But it won't be soon. Applause The new NBC Like the Prodigal Son, NBC wasted its radio riches during at least part of its 25-year -pan. In this it was not too unlike many another "fal cat" of radio, luxuriat- ing in the cream of easy living. When harder days fell on radio, NBC Radio was poorly prepared to fight for its honor and defend its place as the dumber One Network. In the past few years it has taken severe pun- ishment and shown an alarming lack of \ ilality. But in 1951 the fiabbiness melted away — and today at the close of its first quarter century a new fighting NBC Radio emerges. The McConncll- Denny -Herbert-Barry backfield is all push and purpose. The easier living of the first 20 years and more is forgot- ten. These men, abl) aided and abetted by a pile-driving line, are gaining on such fronts as programing, sales, mer- chandising, promotion. They're out to convince the world (including adver- tisers and affiliates) that NBC is strong for radio. Too many had begun to feel that radio's oldest network would no longer be a radio leader. Gone, for the good of NBC and all of radio, are the days of indecision, in- difference and helplessness. The new NBC is once again a leader among ra- dio men everywhere. After an unhappy 1950, the gains thus far in 1951 predict a healthy, vig- orous NBC in the radio picture. There's lots more hard work ahead (the fight has only begun) but the basic organi- zation and planning are promising. The men who form the hard core are sound. This new NBC Radio spirit is what NBC needed — and what radio needs even more. 96 SPONSOR Im&ucfr. «*-#<•$ y*' It's Team . . . arcd jft's Wholehearted On The Air — or in Person! Program organization and the wide coverage of The KMBC-KFRM Team provides an important daily link be- tween the trade capital, Kansas City, and thousands of rural homes in Kan- sas, Missouri, and portions of the sur- rounding states which comprise Kansas City's Primary Trade Area. Just as important, however, is the wholehearted personal link between the Team personalities and the listeners. During the Missouri State Fair, the Kansas State Fair, and the American Royal, thousands of folks met and visited with Phil Evans — with Hiram Higsby and other KMBC-KFRM per- sonalities. Similarly, every Saturday night hundreds more attend the" Brush Creek Follies" and during the course of the year, countless contacts are made through the sports, news and special events departments. Evidence of the success of this "on- the-air or in-person" technique is that it is in part responsible for the fact that in urban, rural and metropolitan areas alike, The Team is on top by a margin of 3 to 2. This advantage of more loyal listen- ers means more impacts for the adver- tiser, less cost per thousand and more product or service sales. Write, wire or phone KMBC-KFRM or your nearest Free & Peters Colonel. To put it simplv, to sell the Whole Heart of A merica, Wholehearted- ly, use . . . Team 6TH OLDEST CBS AFFILIATE PROGRAMMED BY KMBC WNED AND OPERATED BY MIDLAND BROADCASTING COMPANY RADIO AN D TELEVISION STATION REPRESENTATIVES NEW YORK BOSTON CHICAGO DETROIT SAN FRANCI SC O ATLANTA HOLLYWOOD !^^W£-"5 Copy $8.00 a Year *< ^^ How to keep Reds ^%>o ySflf>the air . . . sanely— p. 32 Cannon Mills is first white goods gianf on, radio and TV — see p. 4 it to Sponsors Men, Monei and Motive pag. Mr. Sponsor: Frank Clancy page 20 Editorials page 88 It was just 14 years ago, old friend, that NBC and WMBG teamed up to bring the south the best radio service available anywhere. Some 11 years later we teamed up again on TV — the first in the south. During these years we've been happy together, we've been distressed together, sometimes we've even quarreled together. But we've unfailingly admired your courage, vigor, and high purpose. As we see it, today your eye is on the ball as never before. Even if we dont agree ivith all you do, we're confident that your oft-demonstrated ability to look at the whole problem fairly and squarely will keep you (and us) on top for at least the next 25 years. kiai,\!ON&: 7"T\—jsbs* It's the Silver WMBG- WCOD -J* a* WTYRv ihrtBfflfi? f irci" icfoSBMBlPKit ion Havens & Martin Stations are the only complete broadcasting institution in Richmond Pioneer NBC outlets for Virginia's first market Represented nationally by John Blo.r» Company FIRST STATIONS OF VIRGINIA Sponsors may cut use of product name TV backdrops What ever happened to Duane Jones suit? Longines, heavy air user, is moving up ladder One immediate result of proposed new NARTB TV Code may be cutdown in use of product name as backdrop for TV shows. While such sponsor- identification gimmicks are not outlawed by code, it suggests they be limited. Rather than risk public-relations imbroglio, several TV advertisers told SPONSOR they were considering modifications in pres- ent format . (For article on new code, see page 27.) -SR- Despite promises of quick action, latest word on 1' affaire Duane Jones is that ad agency president's suit against his 9 ex-employees is still "in preparation." Jones' administrative assistant Vera Whelpley told SPONSOR agency's attorneys, Boyle & Reeves, New York, were preparing documents for suit, but she set no date for actual suit. Meanwhile, Jones has begun comeback with 2 small accounts, National Selected Products, Inc., (pie-crust mix makers) and National Re-Clean Corp. (Brooklyn home dry cleaner firm). To demonstrate that he takes same medicine that he recommends to clients, Jones used "premium" technique to announce pie-crust account, sending cigars to 850 prospects via Western Union Messengers. -SR- Longines-Wittnauer Watch Company, which spends nearly 70% of estimated $1,650,000 budget on air (via Victor Bennett), is moving up on indus- try's "big 2" firms, Bulova, Elgin. Longines' estimated $20,000,000 in net sales is notch above Hamilton, now at about $19,000,000. (Bul- ova is way out front with $45,000,000; Elgin is second with $30,000,- 000. ) Both of leaders spend from 10% to 100% more in total ad budgets than Longines. And in terms of sales growth Longines ad dollars are more efficient, according to SPONSOR estimates (see story page 30). -SR- Use of films made for TV is spiralling Extent to which tailor-made film programing for TV is spiralling is indicated by record of United Television Programs. With 5 syndicated shows in its stable and another just being released, UTP billings for month of October were close to $100,000, show every sign of continuing to grow. One factor in firm's success is fact that film series like "Fireside Theatre" have proved saleable for second and third time around. Also important is rate card providing local sponsors with programs at cost they can afford to pay. -SR- New BMB now assured of start: Baker Successor survey to now defunct BMB may soon get under way. Kenneth Baker told SPONSOR his new Standard Auditing and Measurement Services, Inc. is now assured of going ahead with new circulation survey for radio. Baker says he needs 400 stations to pay his expenses and that by month's end he had 300 signed and over 100 promised. Stations signed include some of nation's biggest outlets. SPONSOR, Volume 5. No. 23, 5 November 19M. Published biweekly by SPONSOR Publications, Inc.. at 3110 Elm Ave., Baltimore. Md. Executive, Editorial, Circulation Odlce 510 Madison Ave., New York 22. $8 a year in U. S. $9 elsewhere. Entered as second class matter 29 January 1919 at Baltimore, Md. postofflco under Act 3 March 1879. It! I'OIM TO SPONSORS for 5 November 1»51 ABC-Paramount merger awaits 15 Jan. hearing KNX shows AM listening still high in TV homes Rheingold to up AM-TV as result of 'election' vote Drano stages expanded fall spot campaign Color TV figured in future plans of many Rorabaugh may launch soap report by 15 Feb. Both broadcast advertising and Hollywood businessmen are keeping their eyes fixed on 15 January 1952. That's date FCC is scheduled to hold hearings on United Paramount Theatres, Inc. merger with ABC. One factor which may weigh in Paramount ' s favor is argument that, while movie exhibitors-broadcasting merger might tend to lessen competition in one sense, shot in arm for ABC would actually heighten competition within radio and TV. -SR- Evidence of powerful evening radio listening in TV homes in Los Angeles (nation's second biggest TV market) is shown dramatically by KNX analysis of Pulse data. Figures reveal radio listening in L.A. TV homes between 6:00 p.m. and 12:00 p.m. is slightly more than two- thirds as much as listening in all homes. Or, statistically, radio listening in TV homes had a 15.1 rating compared to 22.0 for all homes, meaning 68.6% as much radio listening in homes with TV as in all homes. Reports Sherril Taylor, KNX sales manager: "Early evening, mid-evening and late evening hours — all have at least 6 TV homes lis- tening to radio for every 10 radio homes that have their sets on." -SR- Liebmann Breweries is hypoing its radio and TV budget following spec- tacular returns in current Miss Rheingold contest. After pulling over 8 million votes last year, Rheingold (via Foote, Cone & Belding) stepped up this year's promotional budget, bought radio and TV an- nouncement campaign which was heaviest in their history. As result over 12 million Miss Rheingold ballots were cast this year. Sponsor has boosted Les Paul and Mary Ford jingles to record intensity. -SR- You can expect Drackett Company, Cincinnati manufacturer of Drano and Windex, to stage expanded autumn air campaign. Lloyd Gallery, account executive at Young & Rubicam, New York, told SPONSOR 2 prod- ucts are now getting big piay via spot radio in 50 markets nationally and spot TV in 7 markets. -SR- Though CBS color had not developed much momentum before Defense Ad- ministrator Wilson's crackdown, many sponsors had been quietly in- cluding color TV in future plans. Cannon Mills, for example, top white-goods firm, expected to make color commercials for showing on department store color sets and, eventually, over air. Cannon likes color for its value in showing towel line. Meanwhile, firm has become first of its kind on both radio and TV with $800,000 air budget divided equally between CBS-radio "Give and Take," and NBC-TV daytime Kate Smith. Y & R handles radio, N.W. Ayer does TV (see story page 36). -SR- N.C. (Duke) Rorabaugh now plans to launch his new report on spot radio advertising of soap companies to cover last quarter of 1951. Both Procter & Gamble and Lever agencies have signed up to buy first report and Colgate is believed to have given its agencies go-ahead. National representatives, too, apparently favor plan. If no hitch develops, report would be in hands of subscribers by 15 February 1952. It would be first available listing of spot radio advertising by soaps. (Please turn to page 52) SPONSOR No. 29 OF A SERIES ifJ- » mTus last ga^e StaT WootbaU season of the 1885 kyan, and a *in °ver „tU Princeton continuing «n" trail in broke the Eh ^ y ^^VSrSon 48 strait season Vale streak in 1943 **%£*?& Hooperating r ^ Ustener decided ^Ht^ stat.on,s „reference. * «eie»" Cooperating s^e BUY WHERE THEY'RE LISTENING:- YALE In Winning Streaks* WHEC In Rochester Radio tOHO TIM* UAPBRSHIP WHEC is Rochester's most-listened-to station and has been ever since Rochester has been Hooperated! Note WHEC's leadership morning, afternoon, evening: STATION STATION STATION STATION STATION WHEC B C D E MORNING 8:00-12:00 Noon Monday through Fri. 38.4 25.7 7.0 9.3 14.6 AFTERNOON 12:00-6:00 P.M. Monday through Fri. 45.4 29.3 6.6 11.5 3.4 EVENING 6:00-10:30 P.M. Sunday through Sat. 33.3 30.4 9.7 11.5 WINTER-SPRING, 1951-52 12.5 IATEST BEFORE CLOSING TIME STATION F 4.0 2.6 Station Broadcasts till Sunset Only NEW YORK 5,000 WATTS Representatives: EVERETT- McKINNEY, Inc. New York, Chicago, LEE F. O'CONNELL CO., Los Angeles, San Francisco- 5 NOVEMBER 1951 /n\ w DIGEST FOR 5 NOVEMBER 1951 VOLUME 5 NUMBER 2J ARTICLES " \ iti/f/i iny-yoes" TV era on tcau on* Proposed NARTB TV Code is best in the history of such broadcast regu- ,,- lations. It has real enforcement teeth in it I nstitutional? Sure . . . but it sells for Lonyines With 70% of its $1,650,000 budget now in air advertising, Longines-Witt- nauer has climbed to success, using approach that combines dignity, selling Hon- to keep Reds off the air — sanely In the concluding article of this series, industry figures suggest constructive techniques for eliminating Reds — without use of "Red Channels" So you think you oivn your own jinyle! ASCAP claims vital performance rights to jingles written by ASCAP com- posers. But many accounts are unaware of this confusing situation Why Cannon turned to radio and TV First venture of major white-goods firm away from printed media was into NBC's "Operation Tandem." Now Cannon allots $800,000 to radio and TV Out-of-home listeniny: mystery heiny removed More research than ever before is available. Among the latest studies is a searching qualitative analysis by WHDH, Boston litis new formula makes air buyiny easier WEIM manager Henry Molina develops step-by-step "flowchart" for syste- matic timebuying. It's A-B-C stuff for national buyers — or is it? COMING Sales health for a vitamin firm Vitamin Corporation of America is going all out on the air, has extensive announcement campaign, network show totalling $2,000,000 in billings f 'untie utilities ott the air In communities all over the U.S., electric light and gas services are using radio and TV to maintain good public relations 1 eloseup on the researchers: part 1 SPONSOR is preparing a series which will examine in detail just how the various radio and TV researchers compile their data. First article on Hooper 30 32 35 36 3H 40 1.9 Nov. DEPARTMENTS MEN, MONEY & MOTIVES 510 MADISON NEW AND RENEW MR. SPONSOR: FRANK CLANCY P. S. TV RESULTS MR. SPONSOR ASKS ROUNDUP RADIO COMMERCIALS AGENCY PROFILE SPONSOR SPEAKS 6 10 15 20 22 42 46 48 50 54 88 ©Jean Raeburu COVER: Broadcast advertising recently got a shot in the arm when Cannon Mills became first and only manufacturer of household goods to use the air medium in big way. Can- non, which got its feet wet with NBC's "Tan- dem," now spends about $800,000 on radio and TV. (See story, p. 36) Handling its "Give and Take" CBS radio show at Young & Rubi- cam are (from left) Harry B. Carpenter, ac- count supervisor; Mildred Black, commercial chief; W. H. Kierstead, merchandising execu- tive. N. W. Ayer handles TV for the firm. Editor & President: Norman R. Glenn Secretary-Treasurer: Elaine Couper Glenn Managing Editor: Miles David Senior Editors: Erik H. Arctander, Frank Rasky, Charles Sinclair Ass't Editors: Fred Birnbaum, Lila Lederman, Richard A. Jackson Art Director: Howard Wechsler Vice-President - Advertising: Norman Knight Advertising Department: Edwin D. Cooper (Western Manager), George Weiss (Trav- eling Representative, Chicago Office), John A. Kovchok (Production Manager), Edna Yergin, John McCormack Vice-President - Business Mgr.: Bernard Piatt Circulation Department: Evelyn Satz (Sub- scription Manager), Emily Cutillo, Joseph- ine Villanti Secretary to Publisher: Augusta Shearman Office Manager: Olive Sherban Published biweekly by SPONSOR PUBLICATIONS INC.. eombined with TV. Executive, Editorial. Circulation and Advertising Offices: 510 Madison Ave., New York 22. N. Y. Telephone: MUrray Hill 8-2772. Chicago Office: 1G1 E. Grand Ave.. Suite 110. Telephone: Superior 7-9863 West Coast Offlrc: 6087 Sunset Boulevard, Loa Angeles. Telephone: Hillside 8089. Printing Office: 3110 Elm Ave., Baltimore 11. Md. Subscriptions: United States $8 a year. Canada and foreign $9. Single copies 50c. Printed In U. S. A. Address all correspondence to 610 Madison Avenue. New York 22. N. Y. Copyright 1951. SPONSOR PUBLICATIONS INC. In Washington D.C. ... MORE PEOPLE LISTEN TO WTOP than to any other radio station SHARE OF RADIO AUDIENCE* MORE PEOPLE WATCH WTOP-TV than any other television station SHARE OF TELEVISION AUDIENCE* 14 other local plus outside stations ■ ■ 36.4: * Pulse, July-August 1951; total week WTOP THE WASHINGTON POST-CBS RADIO STATION REPRESENTED BY CBS RADIO SPOT SALES * Telepulse, September 1951; total week WTOP-TV THE WASHINGTON POST- CBS TELEVISION STATION REPRESENTED BY CBS TELEVISION SPOT SALES BETWEEN -,: COMMERCIALS BY KAY MULVIHILL "Tunes At Ten" — KSFO's new hour long, Monday thru' Friday music program is fast be- coming Northern California housewive's 'radio delight'. For the homemakers are now getting an op- portunity to tell KSFO and their listeners what they would do if they were emcee- ing a radio program. Conducted by Bay Area radio favorite — Wally King — "Tunes at Ten" is currently inviting the house- wives to write in, andygive their ideas as to how they would handle a disc jockey show. From the hundreds of letters now pouring into KFSO s mail department, a daily winner is selected, and invited to guest as emcee. The housewife penning the best letter of the week, not only takes over as platter spinner, but takes home a handsome portable radio as well. WHAT'S YOUR OPINION? Acclaimed throughout the Bay Area as an outstanding public service pro- gram, is KPIX's new weekly television series — "What's Your Opinion?" Produced under the auspices of KPIX, the San Francisco Junior Chamber of Commerce and a Citizen's Advisory Board — the tele- forum is designed to stimulate interest in topics of community concern and provide an opportunity for open and lively discussion on subjects of immediate interest to all. Subjects already discussed by promi- nent guest panelists, include: "Are the Brakes on Inflation Holding?", "Are We Losing the Battle for Asia?", and "The Mayoralty Candidates Speak for Them- selves". by Robert J. Landry Some 30 years ago when RCA was put together out of an Alexander Alternator, a vacuum tuhe, some old General Electric coils, a few bananas, a lock of Woodrow Wilson's hair and four yards of Navy gold braid, the important fact was that, at the baptism, the United States Government stood by in the benign role of God-parent. RCA and all its enterprises has ever since (granting there have been plenty of difficulties and slowdown periods) enjoyed the solar warmth residual in the original facts. * * * The climate of Government opinion in which RCA was sired was not to last long. Indeed within 10 years RCA itself was being chas- tised and "stipulated" and for two-thirds of its history RCA has been one-part business and one-part public relations problem. * * * Still the joyous endowment of RCA at birth has ever since haunted all would-be rivals and today, as CBS is stopped dead in its color television tracks by a Government edict, the second stop-dead for CBS in this area, and by Government edict, in five years, it is again evident that a good way to grow up rich is always to have a rich pop. * * * It may be a long time before anybody has the information to tell the full tale of the whole complicated TV color struggle. But this was sufficiently clear in recent years: CBS was dreaming a greal dream of bearding RCA in the industrial-manufacturing-patent-licens- ing field. The dream as spelled out in the sky-writing seemed to read $60,000,000. * Where is that dream today? * What price Government attitude? * * True enough, CBS has not played its last card, nor resigned from the human race, nor lost all friends in Washington. But when it is free to resume at some now unknown date under now unforeseeable conditions. CBS may well have to re-fight all its battles and seek again, with no assurances of winning, a substitute victory for the now-aborted victory of having been for a time the owner ol the only FCC-authorized system of commercial color TV. * * * Perhaps now is as good a place as any to ask, too. the question of 1954. At that dale, it says here, the original cross-licensing arrange- ment in patents will expire. This is the foundation of the RCA advantage of starting each and every fiscal year with a credit of some tens of millions of dollars (some guesses run to 870.000.000' in assured royalty income — obviously an enormous source of strength and prestige to the RCA-connected networks in battling their un- connected rivals. I I 'lease lam to page 74 I SPONSOR )U MIGHT CLEAR 15 7 - T... U NEED THE rZER STATIONS i GO OVER THE TOP WESTERN MICHIGAN! m're trying for the rich Western Michigan mar- WKZO-WJEF and WKZO-TV are far and y your best radio and television values. HO: WKZO and WJEF deliver about 57% more listeners than the next-best two-station combina- in Kalamazoo and Grand Rapids — yet cost 20% ' In addition to acknowlegded home-town superi- k WKZO-WJEF have also greatly increased r unduplicated rural audiences over 1946 — up p in the daytime, 52.9' { at night, according to the • BMB Report. In the Grand Rapids area alone, means an unduplicated coverage of 60,000 les, day and night! TELEVISION: WKZO-TV, Channel 3, is the official Basic CBS Outlet for Kalamazoo-Grand Rapids. A new 24-county Videodex Diary study, employing the BMB technique, shows that WKZO-TV delivers 54.7% more Western Michigan and Northern In- diana homes than Western Michigan's other TV station! Get all the facts on WKZO-WJEF and WKZO-TV! Write direct or ask Avery-Knodel, Inc. nnelius Warmerdam of the San Francisco Olympic Club set this world's record on May 23, 1942. WJEF WKZO-TV WKZO fypL in GRAND RAPIDS toPA IN WESTERN MICHIGAN ^4 ,N KALAMAZOO *un UADTUEDU lUIMAUA xun ADEJfcTEB AND KENT COUNTY AND NORTHERN INDIANA (CBS) and GREATER WESTERN MICHIGAN (CBS) FETZER BROADCASTING COMPANY AVERY-KNODEL, INC., EXCLUSIVE NATIONAL REPRESENTATIVES OH-/ ^fiS! ^-w IQEI A *■ - J- fek* SIK *.rH*- *H* A [no IQEi/m -A utlQJ iLy, @ £jj u 1. S3/^ u n Lnsl Look what's up in L.A.i f KNXT IS OR Moiillt Wilson! And, for advertisers, that's way up. Because the same switch that this week boosted the former KTSL's power 10 times-from a transmitter that's almost a full mile above Los Angeles- gives advertisers an out-of-this-world audience ! Viewing s up-and zooming! knxt's high-flying new signal carries your message to Los Angeles' 1,000,000-plus television homes more brightly and clearly than ever before... and into an area almost four times larger. All the prospects you want to see can now see you ! OUT new name is Up! We're painting the town this week. Literally. It's up with KNXT-the new Channel 2... CBS Television's key station on the Coast -wherever we can find space. And it's up with knxt's stars, already well on their way to being Los Angeles' highest ! Hitch yOUr product tO KNXT! And you'll have the best team in town, knxt's new signal will get you into Los Angeles' living rooms, and knxt's fast-rising stars and shows will keep you there. To sit on top of the world in the nation's second largest television market AM-m * lanj /iCNi U3E1 * x ®+ -t" !T rrVn in Hi ~ LLjyj s \ +2 manu memoviei lApoua/lout 25 i/< 10-see stn break; 29 Oct; 15 wks (n) 5. Vdvertising Agency Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION W. P. Booth Jose UiDonato ' Richard L. Eastland Jim Evans John M. Flynn Emerson Foote Charles P. Graves Mark Isaacs Marion Law Jr Harley Leete Gene M. Lightfoot Balpb I iimI.'i- D. Barker Lockctl Garrit A. Lydecker Elizabeth M. Manning Gerry Martin G. C. McKelvcv Frank Miller John Monsarrat C. Austin Moore Colonel Howard Nussbau C. Warren Smith Robert W\ Tannehill Michael J. Turner J. It. Warwick Lee White Mark Woods Biow, N.Y. Robert Orr, N.Y.. head radi J. Walter Thompson >-t\ dept WICC, Bridgeport, prog dir Federal, N.Y., aeet exec Foote, Cone & Belding, N.Y,, prcs Grant, Wash., copywriter C. J. LaRoche & Co, N.Y., exec Col man, Prentis & Varley, N.Y., pub rel dir Hoefer, Dieter ich & Brown, S.F., aect exec Evans & Assoc, Ft. Worth, radio-tv dir Kenyon & Eckhardt, N.Y., aeet super v VanSant, Dugdale & Co.. It.ili ... aeet exec Young & icni, ........ N.Y., vp General Foods, N.Y. (Franklin Baker div). consultant Dnane Jones Co, N.Y., tv vp WJW, Cleve., member sis staff General Mills, Mnpls., prcs. Farm Stores div Geyer* Newell & Ganger, N.Y., aeet exec CFNB, Frederic ton, New Brunswick, sis mgr Harry B. Cohen, N.Y'., dir radio-tv Foote, Cone & lidding, N.Y., member re- search dept Benton & Bowles, N.Y., aeet exec G. M. Basf onl Co, N.Y., group acct mgr Warwick & Legler, N.Y., vp. dir BBDO, N.Y- acct exec ABC, N.Y., pres, vice chairman SSCB. N.Y., exec Harry B. Cohen, N.Y., dir radio-tv Needham, Louis and Brorbv. N.Y., mgr (new office. RKO Bldg.) Moore & Beekman, Greenwich, aeet exec Picard, N.Y., acct exec McCann-Erickson, N.Y., vp, gen exec Federal, N.Y., radio-tv copywriter Green-Brodie, N.Y., acct exec J. W. Milford & Co, N.Y., vp H. M. Leete & Co, S.F., pres new agency Fuller & Smith & Ross, Clcve.. assoc dir films. radio-tv Same, marketing vp. plans board member Lewis & Gilman, Phila., aeet exec Biow, N.Y., vp Manning Public Relations Firm, 1N.Y.. Boston, pres Geyer, Newell & Ganger. N.Y., vp Gates-Bourgeois, Cleve., acct exec G. M. Basf ord Co, N.Y., marketing vp Same, vp Imperial, Nova Scotia, radio dept mgr Same, exec on spec project* W. H. Long Co, York, research, media dir Co nipt on, N.Y., aect exec Same, vp Woods & Warwick, N.Y.. agency partner Biow, N.Y., acct exec Woods & Warwick. N.Y.. agency partner 6. IMetv Stations on Air STATION FREQUENCY WATTAGE OPENING DATE MANAGEMENT WPAZ, Pottstown, Pa. WORE, Oak Bidge. Tenn. 1370 kc 1430 kc 1,000 daytime 1,000 daytime 1 Oct 29 Sept Herb Scott, gen mgr Harry C. Weaver, pres-gen mgr 7. New Networh Affiliations STATION FORMER AFFILIATION NEW AFFILIATION KIMS, Malvern-llot Springs, Ark. KF.KC. Eugene, Oreg. KEYY, Pocatello, Ida. KHJ-TV, Los Anseles (formerly KIT-TV) KID. Idaho I alls. Ida. kl IV Uin Falls. Ida. KOSY, Tcxarkana, Texas K I I S. Texarkana, Texas k\ M\. Twin Falls, Ida. \\< I M. ( umberland, M<1. w l)s| . \, „ Orleana \X 11(11. Ironton, Ohio WMIM. Jack-.. n. Mich. \\ k> B, Pi.cl.icah. Ky. Independent I. KS MI.S: I lit. i nut ain Independent MBS; Intermountain \BC Independent MHS MBS; Intermountain CBS ABC Independent Independent M IIS LBS CBS CBS Dun CBS \H( MBS LBS CBS MBS NBC MBS MBS MIC Lee Intermountain; MBS Wl_- ^i 1 Harvey Roffman, m.c. Don Perazzo sample one of 100 types of cheese radio-sold See: Issue: "Grocery stores en the air' 23 October 1950, p. 21 Subject: Chains and dealer groups prove radio can do a se'Iing job A & P, Bohack's, Grand Union, and other supermarket chains aren't the only ones who can use radio to good advantage. Roffman's Finer Foods of Omaha, Neb., has shown what a local grocer can do saleswise with the proper air approach. I i;it \ < \ liolfman had something special to sell. Hi- supermarket was open on Sundays and holidays, and featured such extras as soft background music, a delicatessen, lunch counter, complete fountain service and specialty items, including over 100 types of cheese. His slant : a quarter-hour Sunday program, The Passing Parade of Songs, on KBON. Omaha, which was aired at 12:30 p.m. to reach people just home from church. His special gimmick: Roffman turned his back on dry commercials which brim with such cliches as "the best" and "quality merchandise"; concentrated instead on material a la Henry Morgan. Thus, his "institutional" copy might read: "Way back in 1948, Harvey and Norman Roffman, two young men who had been born in a grocery basket, sat brooding over a hot cup of Sanka. ... It was Sunday and the boys were out of food." The copy goes on to tell how "the boys" gave birth to the idea of a supermarket which operates on Sunday. Another time the Roffmans sold meat l>\ telling listeners. "All you folks with cast-iron stomachs will be glad to know that Roffman's is featuring homemade sausage." Competitors, even Roffman's family, scoffed. But over a period of three years his "dollar-and-cents answer to their doubts," as Roff- man calls it, proves that a local grocer can use radio to his advan- tage: Sunday net sales alone inn eased from $750 the first year, to $1,600 the second, to $2,250 the third year. Sales per month showed December 1950 $10,000 over the same month in 1949: January 1951 grossed $5,800 over January 1950 with February 1951 $6,800 over 1950. Holidays, too, which formerly brought in $50 to $60 now gross $2,500 to $2,800; Friday business has also doubled. Important factor in his air success: Roffman maintains the per- sonal element in his programing by joining m.c. Don Perazzo on the show every few weeks. Moreover, the store butcher and virtually every clerk in the store has guested on the program. 22 SPONSOR MORE Detroiters Listen To WKMH THAN EVER BEFORE • 1310 on the Detroit dial is g-o-o-o-i-n-g UP» Higher than ever before, WKMH is UP 58 more quarter hours —according to latest Detroit Pulse*. Yes . . . WKMH shows the greatest jump IIP of an/ Detroit Market Station. *Detroit Pulse: July-August, 1951 DETROIT IS LISTENING TO WKMH 5000 WATTS DAYTIME-IOOO WATTS NIGHTS IN JACKSON, MICHIGAN, ITS WK HM 1000 WATTS, FULL TIME. ..970 ON THE DIAL" CONTACT YOUR HEADLEY-REED REPRESENTATIVE 5 NOVEMBER 1951 23 Says Variety: "The Egg & I will have little difficulty building a sizable midday audience... most viewers will be presold. . .should easily nab a sponsor within a few more airings." Says The Billboard: "the Grade A label predominant... humorous and heartwarming, undeniably rates attention from sponsors. It should get and hold an audience." Ws All eyes are on this CBS Television Package Program, dressed up with all the topnotch showmanship, cast, and production values that make CBS Television the place both audience and advertisers choose . . . where 6 of television's 10 most popular programs originate. . where average ratings are higher than on any other netWOrk. lTrendex.Oct.l-7) Here's one show where you concentrate on selling your product, not the show itself. That's already been done. The Egg & I is already beating all the competition in its time period. And because it takes full advantage of one of the biggest box-office titles in modern book and motion-picture history, it's midday television's top sponsor opportunity. B ## III I o^°e4r\o a?vr' ^%"eVev^i0n ion ?°: si*** te \ev: tf£^ 10^ 195^ °V 9N T^e '^ ift 2) Y^C^T.+ ti^ej. sot**' Oc tobe ride^ al '!'■ 'mSM §1 II wmmm : ■a ill "Aiifthiiig-pes" fi era on way out Proposed \\ K'l It TV Code is best in history of air regulation, has real teeth in it CnigJ} I In- advertiser's future in television bK just walked by, probabl) unnoticed l>\ most advertisers. It was 19 October. 1951, to be exact, on which date some 80 rep- resentative television broadcasters, meeting in Chicago, endorsed a proposed code of TV pro- gram standards by which criteria, in the quick future, advertisers will begin to live, bringing to an abrupt, if timely, end the present catch- as-catch-can era. This code, the first ever written for the new sight-and-sound medium, sets forth in crowded detail extending to 28 close-packed pages of mimeograph the hard-concrete specifics of fu- ture TV station ( and hence TV network — and hence TV advertising) responsibility to quality. To orient advertisers on the significance of the historic new code, sponsor has prepared this analysis. It spotlights the major realities of the code and incorporates opinions of admen about it thus far. Formulated by a 12-man committee of the National Association of Radio - Television Broadcasters, the new code is not only a tough- fibred parchment as to language and promises but it sets up a Television Code Review Board of six men, a permanent body to ride fence on all TV programs and advertising; it proposes a method for the regular processing of com- 5 NOVEMBER 1951 Under direction of NARTB TV drawing up seal which will be a code. "Doodles" are only a plaints relayed 1>\ parent-teacher, worn- i n's club, church, cultural and other sources; and finally it provides ma- chines for bestowing (and/or with- drawing i visual "emblems" of TV re- spectability for use on main titles, test patterns, station insignia, time breaks. etc. The Television Code is a pledge, precise and positive, of self-policing, of respect for and attention to justified public complaint. By these words, in numbered paragraph after numbered paragraph, on clear issue after clear i— ue. the television industry not only puts itself on the record but on the spot. Iii the process of doing just this il commits and binds the advertiser as surel) as if he, the advertiser, had himself composed the document. Here is no mere pious rosary of prohibitions and must-nots, agreeing not to write nasty words on sidewalks. True, the code makes conventional obeisance to most of the Ten Com- mandments and deplores murder, rape. effeminacy, sassy brats and divorce as a commendable solution of family squabbles. The code's wider provoca- tion and significance resides in two novel aspects. First, unlike earlier ra- dio codes which exhibited to the public gaze only the toothless gums of good intention, this code has built - in dentistry. Second, in many reiterated phrases this code says, nay proclaims, that the industry may justify its adver- tising privileges only by assuming a positive responsibility, and no quib- bling, to make a socially useful and socially defensible medium out of TV. In fair inference, the code acknowl- edges that recent TV quality has been far short of this ideal. It would be premature to predict how the code's individual clauses will or might be interpreted and applied as to given programs. A candid script writer shrew dh observed "that no- gore-for-gores-sake clause just as it -lands now could put three shows I could name off the air overnight, or anyhow force the darndest series of conferences to revamp format you ever heard of." Interpretation of the code will be the province of the Review Board, on which five practical teleeasters will serve, no one for longer than two vears, along with Judge Justin Miller. Chairman of the Board of NARTB. The possibility clearly arises that un- der imaginable circumstances an ad- vertiser's program, or script, or comic, or copy could be subject to the em- barrassment of the Code's machinery cf complaint, citation, censure. Com- mon sense suggests that in few cases would there be open sponsor defiance of the Code. But in such open defiance a two-thirds vote of the full NARTB Board would be necessary to brand either entertainment or copy in "con- tinuing, willful or gross violation" of what the code terms "decency and decorum." Note that the modus operandi of chastisement permits the "emblem" of lespectability to be cancelled. This would not, of itself, induce apoplexv but the resultant publicity would reallv hurt by inviting local civic groups to a war dance, not forgetting the spir- ited use of emblem-cancellation which competing TV stations would undoubt- edly make. The more the code is studied, the more it becomes apparent that it em- bodies fairly novel concepts. For ex- ample, there is an assertion that the everyday citizen must not shirk his responsibility: "Viewers should make their criticisms and positive sugges- tions known to the television broad- casters." In other words, no fair bel- lyaching in private; spill it. Again this concept: "American businesses are reminded that their responsibilities are not limited to the sale of goods or the creation of a favorable attitude toward the sponsor." Instead the advertiser assumes his due share of the total bur- den "of respect for the American home, applied to every moment of every program." At press time for this issue of sponsor, advertising reaction in New York was just beginning to shape, and it was hard to come by. It is no ex- aggeration to report that many admen simply didn't yet know about the code. Indeed they were scarcely aware that such a committee had heen sitting since June and had now completed its work, reported to the industry, and been duly applauded. The full text of the code was going into many an agencyman's briefcase for home read- ing over the weekend. However, as far as they were obtainable, preliminary expressions of opinion were favorable. "At first glance, a commonsensical code," said one J. Walter Thompson account executive. "Good, and none loo soon, I agree with Jack Gould of the New York Times that TV pro- gram quality has been sinking fast," commented a Biow timebuyer. "Goes way beyond any of the radio codes I remember," declared a white-haired agency president. References to the several radio codes of the past were immediate. It seems fair to predict that the highest hurdle the new TV code must surmount is the cynicism and so-what disinterest left with many an adman, and critic, and layman (and Senator?) by the 1945 radio code produced in the postwar lethargy and, by common consent, too weakly clever for its own good. Cer- tainly at the time the 1945 mumble was hailed by a deafening silence and has ever since gone politely unmen- tioned like a daughter of dubious virtue. Just here it may be apropos to sug- gest that getting a meeting of minds WHAT IS THE PROPOSER TELEVISION COOE? 1. It is a document of some 6,000 words, containing a preamble and four sections on (1) Decency & Decorum; (2) News & Controversy; (3) Com- mercial Practice; and (4) Code Enforcement. * * * 2. It is a creation of the National Association of Radio and Television Broadcasters. * * * 3. It fixes artistic rules, sets limits covering all types of TV programs, standardizes ad copy practices. * * * 4. It is a detailed covenant with American public opinion, suggested house- cleaning of still-new medium. * * * 5. It establishes processing system for complaints; welcomes co-operation of all social service organizations; sets up a policing method; wants to convince public, critics, Congressmen that TV can be trusted with its own destiny. * * * 6. SPONSOR recommends admen not only read accompanying artiele. but obtain copy of Code from NARTB, 1771 N St., N. W., Washington 6, D. C. among 80 problem-anxious operators in a new medium limited to 107 sta- tions total may have been a whole lot easier on 19 October 1951 than poll- ing some thousands of mutually-sus- picious radio men preoccupied with a demobilization economy. In Chicago, the Television Code was endorsed unanimously, with only three abstain- ers, one of whom growled that the code, the toughest ever written for broadcasting, wasn't tough enough. Having said this much, what of the negative side? CBS has taken no part in the code, does not belong to the NARTB. Nor does ABC. It is known that "codes" as such are not highly regarded by some of their top man- agement people. One cracked to sponsor, "They're just a code in the head." Apparently the skeptics just don't expect local stations, when con- fronted with a difficult choice, to pass up coin for the sake of so-called "ethics," especially when these ethical standards are made and unmade in committee. The police system and the {Please turn to page 81) Committee which wrote the TV Code 1. Henry W. Slavick, WMCT-TV, Memphis 2. Thad Brown, NARTB TV director 3. Harold Hough, WBAP-TV, Ft. Worth 1. Paul Raibourn, KTLA(TV), L. A. .">. James L. Caddigan, Du Mont 6. James C. Hanrahan, WEWS(TV), Cleve. 7. Donald W. Thornburgh, WCAU-TV, Phila. 8. Harry Bannister, WWJ-TV, Detroit 0. C. E. Arney, Jr., NARTB, sec. -treasurer JO. Harold E. Fellows, NARTB president I J. Davidson Taylor, NBC 12. R. D. Swezey, WDSU-TV, New Orleans 13. Justin Miller, NARTB, board chairman 14. J. Leonard Reinsch, WSB-TV, Atlanta 15. Clair R. McCollough, WGAL, Lancaster 16. Walter J. Damm, WTMJ-TV (not shown) ffotr I oiM/im-v use of ratlio grew: Since start of ihe "Longines Symphonette'" in 1941 as a transcribed show (see above) on WEAF, the watch firm has keyed its air approach to serious music and dignified selling. Size of orchestra has grown with the air budget. Present ensemble (right) records its CBS network radio show under the nimble baton of veteran maestro Mishel Piastre Institutional? Sure ... but it sells! Behind Loiigines-Wittiiaucr's carefully-maintained facade of dignity lies a stormy backstage .si or;* of hard- won success |6T~ ™1 In lii> olliee in New 1 (irk ^K,_^„__J ( :ii\ "s luistlinu Maiden Lane, jewelry center of the nation, a Leading wholesale jeweler was discuss- ing 1 1 it- lunaileasl advertising done by the Longines-Wittnauer Watch Com- I an\ with a sponsor editor. Spread across his desk was a collection of trade ads and mailing pieces from a dozen big watch manufacturers and importers. Most of them stressed ad- vertising plans for the Christmas gift season. "I can't understand for the life of me," the jeweler told the sponsor edi- tor as he looked over his desk, "how Longines can have such a stuffy adver- tising approach on the air year after year." Then, he smiled and added: ". . . or how they can sell so many watches with it." This remark is typical of many such observations heard by sponsor in pre- paring this report on the Longines- Wittnauer firm, an 85-year-old con- inn whose annual net sales are now comfortably in the $20,000,000 brack- et. However, after talking to jewelers, wholesalers, watch industry executives, advertising agencymen. network and station salesmen, musicians' union offi- cials, station reps, concert agents, and editors of jewelry trade papers, the answer to the Maiden Lane wholesal- er's poser finally comes into focus. As pieced together without the aid of company executives — since Lon- gines-Wittnauer is as deliberately reti- cent as the scientists at Oak Ridge — 'CHRONOSCOPE" THRICE-WEEKLY NETWORK VIDEO SHOW MAINTAINS PERFECT DIGNITY IN COMMERCIALS AND NEWS TALKS this answer proves to be surprisingly simple. In a sentence, it would look like this: "Loiv-pressure can sell if it builds an impression of quality and is repeated often enough and long enough." Actually, the Longines low pressure formula has been paying off for the firm in cold, hard cash and watches sold since 1937, first major year of the company's air activities. The firm has literally hauled itself up the ladder, until now it is one of the largest watch firms in the world. In 1937, Longines-Wittnauer was a small-time watch firm doing $1,038,953 in annnual net sales for a net deficit of $42,901 in the income ledger. By 1942, after five years of using Longines Symphonette on spot radio, Longines- Wittnauer was hitting its stride with $5,415,450 in annual net sales, and had $214,975 in the till as net income. For the year ending 31 March, 1951 — with some 70% of its advertising being done on the air — Longines-Witt- nauer racked up a net income of $1,163,576 on net sales which, by in- dustry estimates, are at least $20,- 000,000. Longines-Wittnauer is now snap- ping hard at the heels of the watch in- dustry's biggest concerns. Bulova, with annual net sales of some $45,- 000,000, and Elgin, with annual net sales of some $30,000,000, are still the tops. But Longines is giving the M. F. Cartoun, board chairman Guiding light of Longines-Wittnauer is its boss, Myer Fred Cartoun, who also oversees all of the firm's advertising policies. Born in New York in March, 1898, he started out to he a chemical engineer, switched to costume jewelry selling, joined Longines in 1935, rose rapidly. In 1946 he became board chairman. Hard-driving and a shrewd bargainer, he sees to it that the firm's air approach of careful dignity is rigidly maintained. He lives in Rye, N. Y., has a son, Alan, who is firm's radio-TV manager. Hamilton Watch Company, whose an- nual net sales are now about $19,000,- 000, more than a run for its money. In fact, both of the industry leaders spend anywhere from 10% to 100% more in advertising than does third-place Lon- gines-Wittnauer, with its current ad budget of about $1,650,000. To understand this striking success story, it's necessary to go behind Longines-Wittnauer's "Iron Curtain" of self-imposed dignity. Within the confines of its Spartan-like headquar- ters at 580 Fifth Avenue, New York, you'll find a firm with all the canny instincts of a horse trader. The guiding light and driving spirit of Longines is Myer Fred Cartoun, 53- year-old board chairman and chief ex- ecutive officer. As described by the various sources interviewed by spon- sor he emerges as a strong, hard-har- gaining client with the grand manner and authoritarianism of the late George Washington Hill. Despite the fact that the firm has an ad manager (Harrison J. Cowan) and a radio-TV manager (his son, Alan R. Cartoun), he is re- ported as ruling the firm's advertising with an iron hand. His advertising philosophies are largely mirrored in the present Longines "prestige" air lineup, which includes: two network radio shows; a network TV news show; TV and radio one-shots; and transcribed dealer air advertising. Cartoun has weathered many storms and many a man less tough than he would long ago have retired to some quiet island in the Bahamas. But Fred Cartoun seems to thrive on tough as- signments, and the uphill climb for Cartoun and Longines - Wittnauer through the past two decades has in- deed been tough. Cartoun takes far more interest in advertising plans than the average board chairman. He is constantly at work seeking to improve the Longines approach; in fact next year, he may modify Longines strategy. He told SPONSOR: "In 1952 we are considering more of the same, but with a slight change in emphasis. The emphasis during the past several years has been on radio; perhaps for the future more emphasis will be placed on television and maga- zine advertising. We are also giving some preliminary thought to a day-time radio show which might be unique in watch advertising." When Cartoun arrived at Longines- Wittnauer from a costume jewelry firm presidency in the mid-1930's, he had to help overcome the prejudice of American males against wrist watches. During the depression years of the 1930's, there was the problem of keep- ( Please turn to page 76) How Longines tours Symphonette After successfully giving public concerts since 1946. the Longines Symphonette made its first public tour (12 weeks, 80 cities) in 1950. The tour, which cost Longines practically nothing and reaped a harvest of publicity, is now being repeated in another self-sup- porting junket (14 weeks, 98 cities), will take the road again in 1952. While tour is in progress, Sym- phonette airings are done from previously-recorded tapes, thus getting double use from musical group. I N A T I O N A I TO0R OF (//"> MISHEL PIASTRO CONOOCIOR i i'lRECTOB 5 NOVEMBER 1951 31 PART THREE OF A THREE-PART SERIES How to keep Reds off I ilfl'ro arc constructive suggestions from industry leaders on over-all American advertisers are leaders in the battle against communism. Both for patriotic and practical reasons, they do not want Communists on their radio or televi- sion programs. But just how can they weed out proven Communists without resorting to the use of undocumented blacklists? That is the question for which this third article in sponsor's series on Red Channels will seek to supply some answers. To get practical suggestions, spon- sor spoke to leading advertisers, agen- cy executives, the head of talent unions, and others in the industry who have had to deal with the problem. Several key conclusions emerged: 1. Many sponsors are now handling the problem of accused talent quietly within their own organizations, with- out recourse to outside groups. They are using a common-sense approach, involving a personal interview with ac- cused performers and sworn affidavits that the accused is not a Communist. 2. The industry machinery set up by AFRA, AAAA, ANA, NARTB, and the networks to handle accusations is not functioning effectively. 3. There is, therefore, need for seri- ous thought within the industry to de- velop a really effective cooperative plan for handling accusations and weeding out Communists on a just basis. This would help to bolster the great major- ity of advertisers, who do not want to have a private, unauthoritative organi- zation entering into what is essentially the business of advertisers and the broadcasting industry alone. In the course of gathering construc- tive suggestions for handling accused talent, sponsor uncovered dramatic new evidence about Red Channels it- self, sponsor learned that Kenneth M. Bierly, one of the founders of Counter- attack and a prime mover in the publi- cation of Red Channels, had split with the Counterattack organization and re- pudiated its tactics. An exclusive inter- view with Bierly appears on page 34. Also covered: How advertisers are avoiding the use of the blacklist; the value of loyalty oaths; the pro's and con's of ignoring anti-Red pressure. (See SPONSOR editorial, page 88.1 Typivul comment on Red Channels from intlustry figures *EAVIS O'NEAL, account executive, Carl Byoir: I don't drop talent because of 'Red Channels,' 3r pressure group hearsay. If 'controversial' tal- :nt say, through a union, they're not Red, I iccept their word." MARTIN L. STRAUS, president, Bymart, Inc.: "I don't go by the say-so of 'Red Channels' or Counterattack.' They're undemocratic and un- authoritative. Duped artists aren't necessarily Reds or spies." DONALD STEWART, ad manager, Texaco Com- pany: "I don't think sponsors should get involved in public controversies needlessly. But to be fair, we need a more authoritative measure than 'Red Channels'." <»<*«l Reds out of radio and TV Hon- sponsors avoid use of blacklists The most unanimously acceptable proposal, SPONSOR learned, was that of placing the burden of proof on the ac- cusers. This safeguard was the one initiated by Robert E. Kintner, presi- dent of ABC, when Gypsy Rose Lee was scheduled to m.c. the radio forum, What Makes You Tick. After the Illi- nois Department of the American Le- gion protested because of Miss Lee's four listings in Red Channels, she signed an affidavit denying her alleged Communist ties. Kintner briskly told the Legion Officials, "If you have any evidence to the contrary, please advise me." The Legion officials promptly backed down, having no "evidence" but the imputations of Red Channels. Among others, Henry Jaffe, attor- ney for AFRA and husband of Jean Muir, whose case touched off the del- To keep Reds out of radio, yet be fair to accused, many believe industry needs strong, co-oper- ative committee. Mock version of Red takeover (above) was staged by KMPC, Los Angeles uge, is a firm believer in the affidavit technique. "I can't blame the sponsor for want- ing to protect himself," he told spon- sor. "The advertiser isn't so much in- terested in the charges themselves, as he is in the reaction of the public who buy his goods. At the same time, I know the advertiser wants to be just. He should have one of his public rela- tions staff consult the accused per- former personally and ask the blunt question, 'Are you a Communist?' If the performer says he is not, then the employer can use his affidavit as evi- dence against any pressure groups. If the performer is not ready to answer the question frankly, then the sponsor should have no compunction about leaving the performer go. If that sworn notarized statement is challenged by a Federal investigating committee or the National Labor Relations Board, and it is found false, the performer is open to a charge of perjury." This safeguard is now being em- ployed by Martin L. Straus, president of Bymart, Inc., sponsor of the Tintair Radio and TV Somerset Maugham Theatre, Cosmopolitan Theatre and Cavalcade of Stars, both TV. "I don't go by the say-so of Red Channels and Counterattack" he told sponsor. "They're undemocratic and unauthoritative. I could put out a book listing most of the names in America; and without even an investi- i Please turn to page 84) Turn page for interview with ex-Red Channelite Bierly Constructive procedure for keeping Retls off air Procedure developed by several advertisers is always to give accused talent opportunity to state own case. These spon- sors usually take following steps: ► 1. Politically astute public relations counsel, working for sponsor, examines mail protests carefully, de- termining whether accusations seem worthy of investigation. 2. If accusation seems to come, from responsible source, performer is notified of allegations. 3. Public relations director interviews performer, asking for direct denial that he is a Communist, with no weasel words accepted. ► ► If performer presents non-Communist affidavit (sometimes through union or attorney) he is kept on air. Accusers of talent are told: "Show us positive evidence — not hearsay — to refute this affidavit. The burden of proving guilt is on you." Affidavit protects sponsor, because if accusers dare performer to repeat his denial before a court. Federal committee, or NLRB, and it is proven false, performer is open to perjury charge. If performer refuses to deny be is a Communist Party member, the sponsor now has grounds for not using him (taking into consideration the existence of some anti-Communist 'mavericks" who would still resent signing such affidavits). 5 NOVEMBER 1951 33 Red Channels founder now repudiates organization Kenneth M. Bierly is a Louis Budenz in reverse. A founder with Theodore Kirkpatrick and John G. Kcenan of the organization which publishes Counter- attack, lie is now, ironically, in the bus- iness of helping sponsors seeking to "clear" talent that he himself had for- merly accused. He has a contract, for example, with Columbia Pictures to help vindicate Judy Hollidav. hi an exclusive SPONSOR interview, Bierly said he split up with Kirkpat- rick and Keenan in April 1951, "be- cause of a difference of opinion on pol- icies." He has since established his own Kenby Associates, with a staff of five, at 8 West 40th Street in Manhat- tan, around the corner from Counter- attack's offices. To clarify his present status, sponsors investigator asked Bierly a series of questions and later showed him a typewritten transcript of his answers to positively verify their accuracy : Q: "What exactly is your present function?" Bierly: "You might call me a pub- lic relations consultant. A big business problem nowadays is that of knowing what to do when an employee is ac- cused of having Communist sympa- thies. Often the accusation is not clear. Also, the employee doesn't know what to do. I do my best to guide business- men and talent employees in case alle- gations have been made about their past association with Communists or fellow travelers. Some of the businesses I serve sponsor radio and TV shows." Q: "Now that you represent the ac- cused, so to speak, I take it you de- plore the end results of Red Chan- nels?" Bierly: "Yes. When we devised Red Channels, we made two mistakes in our assumptions of its effects. One, no genuine investigation was made of the people listed. Second, the book didn't attempt to categorize whether the performers were innocent, dupes, or Reds. It just listed all these people, as reported by public records, under one cover. What happened was that many readers accepted it as absolute proof of a person's Communist per- suasion. Either by ignorance or bias, readers would say, 'Oh. oh. That guy must be a Communist.' . . . Red Chan- nels is no accurate listing of Commu- nists and Communist sympathizers. Not only have these people not been investigated; they also may have been innocently tied up with a front group by a public record, and still be very much opposed to Communism." ' »ruli And a tedyer'i ledjptr 11 j p*vti\ >.tIuaf»Je record of" who own *ha( and how much lo »hc>m. All o( vihuh may HM^innflwIm but docwi'l /a\ off is amplj demonstrated b) the su< cess sto- i\ of Cannon Mills of Kannapolis, N. C. At the beginning of 1951, this 64- i ii old compan) i nation'- largest manuhr turei ol household textiles i had never hern on the air. It bad shunned broadcasting pul all it- ad- vertisin in the voluminous maga- zine basket. 36 Then, in April, when it looked as though it would need an extremely po- tent advertising force to move heavy Cannon towel inventories out of retail outlets immediately. Cannon had a sud- den change of heart. Thanks to the pioneering instincts of its advertising manager, George Beyer, Jr., the blan- dishments of broadcasting salesmen, and the sound planning of its towel advertising agency. N. W. Ayer, New \ ork, the company decided to test the air. Participation in NBC's "Tandem"' lineup of radio shows over 165 web stations started on 29 April. Through- out the entire month of May. Cannon trumpeted the virtues of its towels over The Big Show. Break the Bank, Screen Dilators' Playhouse. Man Called \. and $64 Question. This air experiment amazed Cannon b) its sales results. Says Ad Manage] Beyer: "Reaction from our retail out- let- was enthusiastic. Our radio pro- motion really helped move stock, and when we took a survey among 180 stores, some 60',' of them reported that Cannon towel sales had increased over the previous year when business had been good. We knew then that ra- dio, with its flexibility and quick tim- ing, was right for us." As a consequence, this fall Cannon Mills has become the first and only manufacturer of household textiles to use network advertising in a big way. It is now spending one-third of its $2.000,000-plus ad budget in daytime radio and TV; roughly $400,000 for radio, $400,000 for TV. Beginning 10 September, it started weekly participa- tion in The Kate Smith Hour, 4:45 to 5:00 p.m.. over 48 NBC-TV stations. And beginning 6 October, it started sponsoring John Reed King's Give and Take, 11:30 to 12:00 noon, over 143 CBS radio stations. Briefh. Cannon Mills' present adver- tising formula can be stated this \\a\ : 1. Use daytime radio to punch home \ the Cannon qualitv trademark on tow- els, sheets and hosiery, to the national female audience. 2. Use daytime TV to demonstrate visually the sales points and breadth SPONSOR NEXT MOVE WAS TO BUY CBS RADIO "GIVE AND TAKE." RADIO, TELEVISION SHARE EQUALLY IN $800,000 AIR BUDGET of the Cannon towel and sheet line. 3. Use slick magazines, like Life, Ladies' Home Journal, Better Homes & Gardens, McCalls, Good Housekeep- ing, Woman's Day, American Home, House Beautiful, The New Yorker, and Farm Journal, to reveal the colors and styling in Cannon's products. 4. Use trade magazines, like De- partment Store Economist, Linens & Domestic, Stores, Merchant's Trade Journal, and Daily News Record to tell the trade how Cannon is backing them up with its air and space adver- tising campaigns. Cannon Mills has always been a pace-setter in its field. Its founder, James W. Cannon, built his first cot- ton mill in 1887 in the South. In 1898, he produced the first cotton hand tow- el manufactured in the South. So heavy was the demand, in 1905 he bought a 600-acre farm seven miles from his original plant at Concord, N. C, built a towel mill there and started the village of Kannapolis I from the Greek, "Loom City" I . Since then, under the aegis of his son, Charles A. Cannon, the company has been the first to develop towel styl- ing for bathroom and kitchen design: introduced towels in pastel colors; in- troduced matching "towel ensembles" in 1928: and in 1934 startled Ameri- ca's retailers by wrapping Cannon sheets in cellophane. Sales have been commensurate with its leadership. It is now No. 1 sales kingpin in the domain of sheets and towels. (Nylon stock- ings, which it introduced some years ago, are also climbing ahead.) In 1949. net sales for all its products, l Please turn to page 66) Cannon merchandised its move into air advertising with schedule of ads in white good goods press Were taking to the wrtoseli more Cannon Nylons ibr you! Out-of-home listening: the mystery is being removed Evidence about radio's "nig plus" continues to pile up as WIIDII, Boston, conducts analysis of out-of-home audience, Pulse adds cities to its survey over-all A few weeks ago ANA president Paul West ex- plained why out-of-home radio listen- ing had not been considered in the association's three widely publicized reports on radio time "values." Ac- cording to Mr. West, there wasn't any objective information on the subject available from independent sources. He made a statement to this effect at the 42nd annual meeting of the ANA late in September. But here is some objective data on out-of-home listening which the ANA mav have missed. It s certainly data worth looking into since, as every ad- vertiser realizes, the total audience is what counts. Unfortunately, too many of radio's measuring rods for a long time failed to measure that total, there- by cheating both sponsors and stations of an accurate estimate of the size of radio's out-of-home audience. In this article, sponsor brings the RADIO LISTENING OUTSIDE HOME IS REGULAR EVENT AMONG 40% OF NATION'S FAMILIES; OVER HALF OCCURS IN AUTOS important out-of-home listening ques- tion up to date, having previously pio- neered in calling attention to "the big plus" in the issues of 4 July 1949, 18 July 1949, 7 November 1949, and 27 February 1950. (Additional data can also be found in sponsor's special SUMMER SELLING and FALL FACTS is- sues.) Here, in brief, are four current as- sists to advertisers in evaluating the importance of out-of-home listening: • Boston radio station WHDH re- cently conducted an intensive study, found that 46.4/^ of the 6,263 people who responded listened to radio out- side the home over six hours a week. WHUH also discovered that Bostoni- ans and their nearby New England neighbors boast a high percentage of portable and auto radios: 21.7% of respondents have portables; 57.5% have radio-equipped autos. WHDH used questionnaires print- ed as ads in newspapers to discover such qualitative data as: where peo- ple listen when away from home; whether station and program prefer- ences differ as between in-home and out-of-home listening; whether TV set-owners have different away-from- home listening habits than non-set- owners. Many facts discovered in this extensive survey will help advertisers gain a new understanding of the out- of-home audience in Boston and else- where. • The Pulse, Inc. discovered in its most recent studies this summer that out-of-home listening was reported by about 40% of all homes surveyed. This was the average for 13 markets measured in July, plus New York City measured in August. (New York is surveyed by Pulse four times yearly, other markets twice yearly.) • Southern California Broadcasters Association pointed out the size of the out-of-home audience in and around Los Angeles by revealing that sets-in- use, both day and night, average a sub- stantial 4.1, according to a recent sur- vey. Most of this listening is done be- hind the wheel of a car, since 72.5% of auto owners in that part of the state have radios. And the SCBA presenta- tion documents other vital facts about Southern California's out-of-home lis- tening habits. • An American Research Bureau study financed by NBC and CBS will soon be released. It's expected to (Please turn to page 69) NEW WHDH SURVEY COVERED 6,263 PEOPLE To nail down the out-of-home listening habits of Bostonians and their neighbors, radio station WHDH bankrolled an impartial survey re- cently. Questionnaire (below left) was run as an ad in four Boston papers, brought answers like those shown below, right. Figures at bottom of page show size of Bostoti's out-of-home radio audience. %*#**. pMf* t*t 3b5***3 do you listen to the radio 'away prom home? yes- Do You Listen to the Radio "Awa from Home"? Yes S996 (95.7%) No 267 (4.3% Where Do You Listen "Away fror -away prom -no where do you listen HOME v Automobile Beach Cottage— Backyard Neighbor'* home At work — Raataurant* — Other . IN THE PAST WEEK ABOUT HOW MANY HOURS DID YOU LISTEN TO THE RADIO -AWAY FROM HOME"? 1 hr. 2 hr*. 3 hr*. (more than 6 hn )- 4 hr*. 5 hra, t hra. (Dumber) TO WHAT STATION DID YOU LISTEN MOST -AWAY FROM HOME"? (check one) WBZ WEEI — - WHDH WLAW — WNAC (other) . (call letter*) DO YOU HAVE A PORTABLE RADIO? YES NO DO YOU HAVE AN AUTOMOBILE RADIO? DO YOU HAVE A TELEVISION SET? YES NO YOU CAN WIN A MOTOROLA PORTABLE RADIOI *^ A Motorola portabl* radio will b* awarded to the twenty people who aend In the bait lint completing the following limerick: WHEN YOU LEAVE ON A TRIP OR VACATION TO THE BEACH OR CLEAR CROSS THE NATION WHERE EVER YOU CO TAKE YOUR RADIO All c-ntrle* become the property of Liatener* Sur- vey and none will be returned. In caa* af tie*, duplicate print will be riven. Only on* «ntry permitted from each family. Deciaion of th* judge* ia final Tear out thla complete form. Including qacttlom- nAirr. and a*nd it In an envelop* with your name and addreat to: LISTENERS SURVEY. Box ItO. E*m*i Station. BOSTON. MASSACHUSETS. Aniwera mutt b« mailed by midnight. W«dne*day. AuguM 1. NAME __ ADDRESS- Home"? Automobile . . Neighbor's home . Beach . . Cottage At work . Backyard . Restaurants Other . . 3846 (64.1^ 1813 (30.2% 1661 (27.7% 1517 (25.3% 1240 (20.7% 981 (16.4% 959(16.0% 781 (13.0% In the Past Week About How Man Hours Did You Listen to the Radi 1 'Away from Home' '? . 1 hour . ... 186 (3.1% 2 hours . ... 401 (6.7% 3 hours ... 558 (9.4% 4 hours . . . 684(11.4% 5 hours . . . 627(10.4% 6 hours . . . 679(11.3% More than six hours. 2781 (46.4%, No reply . ... 80 (1.3% Number of Boston out-of-home listeners by hours of the day Monday through Friday Winter 1951* Summer 1951** 7:00- 8:00 a.m. 23,495 23,495 8:00- 9:00 a.m. 37,760 41,955 9:00-10:00 a.m. 33,564 36,082 10:00-1 1:00 a.m. 33,564 36,082 11:00-12:00m. 30,208 32,725 12:00- 1:00 p.m. 27,690 28,529 1:00- 2:00 p.m. 30,208 35,242 2:00- 3:00 p.m. 29,369 37,760 3:00- 4:00 p.m. 29,369 42,794 4:00- 5:00 p.m. 33,564 41,955 5:00- 6:00 p.m. 36,920 41,116 6:00- 7:00 p.m. 36,920 38,599 7:00- 8:00 p.m. 29,369 32,725 8:00- 9:00 p.m. 30,208 36,082 9:00-10:00 p.m. 25,173 30,208 10:00-1 1:00 p.m. 24,334 26,012 11:00-12:00 p.m. 12,587 February. 1951 13,425 * Pulse Out of Home — ♦♦ Pulse Out of Home — July. 1951 This new formula makes air buying easier WEIM manager Henry Molina develops step-by-step "flowchart" for systematic timebuying. It's A-B-C stuff for national buyers — or is it? Ask any veteran timebuyer TJ or radio advertiser how he lioes about setting up a radio spot or program schedule. Chances are lie II answer something like this: "Why. it's pretty simple. First we find out what it is we're going to sell. We check and find out who buys it. whether the consumer falls primarily in the category of men, women, or chil- dren— and what the age group is. Now, if we're going to use radio, we figure out what's the best time of day to reach most of our primary buying group. Then, what's the best program or adjacency, on the basis of program preferences, to reach them." Most radio-wise veterans would add: "But why ask me this? It's so ob- vious. Everybody knows that process. It's as simple as A-B-C-D." Sure it's simple, and everybody knows it ... or do thev? Even with market analyses, sales analyses, quantitative and qualitative program analyses, program preference studies and published case histories I such as the articles and reports in sponsor ) of the successful and not-so- successful use of broadcast advertising, everybody certainly doesn't know it. For proof, examine the expenditures in radio and video of some of our larg- est dollar-volume advertisers in Amer- ica. Most are riding happily with a formula which they feel works for them on the air. But plenty of them are con- stantly juggling programs around, switching talent and advertising agen- cies in a never-ending search for a re- sult-bringing method. Actually, millions of dollars are wasted in radio every year by advertis- ers, all the way from the smallest local firms using backwoods stations up to huge business concerns with a battery of network shows. This waste conies in terms of lost effectiveness, and from not following-through with the simple chain of thought outlined above. (Note: Case history examples of how an advertiser can receive real benefits from having approached broadcast ad- vertising via the proper basics of time- buying are detailed later in this re- port. For capsuled case histories, see the box on the following page.) Molina's broadcast advertising selector for sponsors: It eon be used by both local and not rfiser WHO BUYS IT? Housewile Working Girt Under 17 Men V//////A ^^ EMS3 WHAT DO YOU SELL? CODE CLASS ITEMS A PIECE GOODS 1 2. Linens, domestics, blankefs, sheeting. Dress goods, suitings. B NOTIONS I. 2. 3. < Ribbons, needlework. Silver, jewelry. Books, stationery. Clocks, watches. C ACCESSORIES ! 2 J. 4 Scraves, handkerchiefs, lingerie, hose. Gloves, millinery, women's shoes. Handbags, cosmetics. Children's accessories and shoes. D APPAREL i 2 3. 4 Women s and Misses' suits, coats. Jr. Misses' coats and suits. Dresses, blouses, skirts. Sportswear. E MEN S & BOYS I 2 1 Suits, pants, sweaters tor men. Suits, pants, sweaters tor boys. Men's and boys' shoes. F 1. Furniture, rugs, draperies, lamp*. HOME FURNISHINGS 2- China, glassware, housewares. 3. Major appliances. G MISCELLANEOUS 1. Joys. 2. Sporting 0000V 3. Luggage. 4. Candy. H FOOD i. Groceries 2. Meats. 3. Delicatessen items. K REAL ESTATE Sales. Rentals. Repairs, alterations and improvements. L SERVICES Laundry ond dry cleaning. Milk ond bread house deliveries. Cleaning, exterminating. M MONIES Bonking . Loans. Insurance. Invest ments. L__ 1 AUTOMOTIVE New and used cars. Accessories ond spare parts. Service ond repair. A Piece Goods 10 20 30 40 50 60 70 80 90 100 1 B Notions MMBniHH f:;:: C Accessories HOBIWH. ->:] D Apparel \m^mmmmw/////////ABX^ E Men'sBoys' wWVV^OOQQW&J 1 F Home F'nish's G Misccll. ■■■^^^^^ \mmmmmmmmamm//x^A H Food I Automotive K Real Estate B:^'\V.-.\v.V;:.v^,:::^.'-V*V'-'V:^V::::.j L Services wm—mmmm i M Monies s^L^L^ML^L^HB^Vo^v^^y:-^ How the Flowchart helped three Fitehburg advertisers BELL SHOPS women's apparel CIADONE FURNITURE CO. furniture housewares RED & WHITE STORES chain grocery This large New England chain retailer had never used radio in Fitehburg before being approached by WEIM. A "Flowchart" analysis was made of the store's radio needs, and how best to reach the women customers. Result: Bell Shops bought a portion of a Moiidav-lhrough-Friday women's show at 9:30 a.m. which has sold firm on radio use. Alter using a limited spot schedule for six months, with few r^cults. Giadone was ready to cancel. The "Flowchart" was used to re-sell the account. After deciding exactly who bought the firm's merchandise, he bought a 15-minute musical show across the board weekdays at 8: IS a.m. to reach housewives, spot to reach working girls, men. Red <£• White had been using radio for "prestige" purposes, newspapers for "merchandising." The "Flowchart" changed this. They switched from an evening show to a Monday-through-Friday morning quiz shew at 9:15 a.m. Red & White now states that they get "definite merchandising re- sults" out of radio with present radio schedule. MOLINA USES FLOWCHART (PICTURE LEFT) TO SELL OWNERS OF APPLIANCE STORE. SEE ABOVE FOR OTHER CASE HISTORIES To some advertisers and admen, thrust unprepared into the position of handling or planning a broadcast ad- vertising campaign, this simple A-B-C- D znethod is actually a mystery. They see radio as a medium surrounded by impenetrable walls of research figures which don't seem to mean anything. They view radio salesmen, or agency- men who advocate the use of air ad- vertising, with suspicion. Therefore, they either abandon the idea complete- ly of using broadcast advertising, or insist on using what is ultimately the wrong approach. This, roughly, is the situation which a Massachusetts radioman. Henry G. Molina, Jr. — ex-lawyer and Yale grad- uate, who manages the 1,000-watt Mu- tual affiliate, WEIM, in Fitehburg, Mass. — decided to attack not long ago. When he took over the station, which serves a New England area populated by nearly 450,000 people and about 110,000 radio families, he started on a campaign of basic radio education which some, at first, called quixotic. With a lawyer's love of logic, Mo- lina set about getting to the roots of what was wrong with the radio adver- tising of local merchants on WEIM and other nearby local stations. At the same time, he started planning how he could explain to present and prospec- tive sponsors the kind of grass-roots data needed to start them off with a good campaign. He listened to the gripes of mer- chants and businessmen in the 220- year-old New England town who had found that radio didn't work out for them. He watched sales being made in local stores to workers from local Fitehburg plants which produce every- thing from textiles and machine tools to rayon and bicycles. He read pub- lished articles about the basics of ra- dio timebuying, and plowed through research figures. Then, Molina had The Great Idea. What was needed, he realized, was some simple, graphic means of getting across the not-so-simple basics of how (Please turn to page 56) brtisers WHEN TO REACH THEM WHAT PROGRAM PREFERRED m ^~~ 1 BBS 8:00 A.M. 1 7:00 8:00 %£::f^£v/M 9:00 ■.*•'•" 'H 1 10:00 1 11:00 | 12:00 P.M. J 1:00 2:00 3:00 4:00 5:00 6:00 ■•".'■"-'.■"•'.•:'•'-'.'••".■ •'•■•'.'.'•I 7:00 £Sfe?fev§l 8:00 *:V-"%;V*-'.-Vn;^B 9:00 '\ 10:00 1 11:00 *."• '*?. *'* v* •*^H ■ CHILDREN DAYTIME MEN WOMEN NEWS 1 NEWS SPORTS OLD FAMILIAR MUSIC POPULAR MUSIC COMEDY <£ VARIETY FORUMS. TALKS CLASSICAL MUSIC QUIZ PROGRAMS FARM PROGRAMS DRAMATIC PLAYS 2 SERIAL STORIES 3 OLD FAMILIAR MUSIC 4 HOME MAKING 5 POPULAR MUSIC 6 QUIZ PROGRAMS 7 SPORTS 8 COMEDY 6. VARIETY 9 AUDIENCE PARTICIPATION 10 RELIGIOUS EVENING MEN WOMEN NEWS COMEDY & VARIETY SPORTS POPULAR MUSIC QUIZ PROGRAMS DRAMATIC PLAYS FORUMS. TALKS OLD FAMILIAR MUSIC CLASSICAL MUSIC AUDIENCE PARTICIPATK 1 NEWS 2 COMEDY & VARIETY 3 DRAMATIC PLAYS 4 QUIZ PROGRAMS 5 POPULAR MUSIC 6 OLD FAMILIAR MUSIC 7 SPORTS 8 AUDIENCE PARTICIPATION 9 RELIGIOUS DN 10 FORUMS. TALKS PEAXETS SPONSOR: Circus Foods, Inc. AGENCY: BBDO i ^PSULE CASE HISTORY: This company, makers of Circus peanuts, spends about $675 weekly for five partici- pations on Foods for Thought. Purpose: to build up sales volume for their peanut product. A typical example of this product build-up is reported by the advertiser — that of a iood chain increasing its purchases of Circus peanuts >>) llir, ; and. in addition. Circus Foods reports mer- chandising services available through the show are of immense value. K.NBIL Hollywood PROGRAM: Foods for Thought STREP PINCH SPONSOR: Dolly Adams Syrup AGENCY: Barton A. Stebbins Punch CAPSULE CASK HISTORY: Sponsor's problem: to in- troduce Dolly Adams syrup punch to new customers and increase store distribution. At first, they sought a premium to offer home viewers, but finally decided upon a product sample. The offer was made via a participation on Cook's Corner. One offer, with the participation costing some $60, drew 986 requests immediately after the announce- ment, xvith mail still coming in. KFI-TV, Los Angeles PROGRAM: Cook's Corner i si:n cars SPONSOR: Olin's, [nc \GENCY: Direct l VPS1 I I I VSE HISTORY : Olin's, Inc. sponsors a reg- ular Friday night boxing bout costing under $500. In their commercial time they offered free gifts to all cus- tomers a ho purchased cars at their lots during the follow- ing weekend. On a fair weekend, with normal promotion, ( Urn's usually sells an average of 21 cars. With the WTVJ promotion, Olin's actually sold and delivered 49 cars in two days on the strength of one telecast. WTVJ, Miami PROGRAM: Boxing Bouta MILK AMPLIFIER SPONSOR: Bosco Co., Inc. AGENCY: Robert W. Orr CAPSULE CASE HISTORY: The Bosco Company, with printed media advertising dropped to a minimum in northeastern Ohio, bought five one-minute participations weekly on Uncle Jake's House. Cost: $160 a week. In 26 weeks, Bosco sales in northeastern Ohio increased 238%. End-of-the-year sales improved 364% as compared with the same period a year before TV was used. Further sales increases are noted, with Bosco renewing for its second year of participations. WEWS, Cleveland PROGRAM: Uncle Jake's House HOPALONG NOVELTIES SPONSOR: Prior Tire Co. AGENCY: Direct CAPSULE CASE HISTORY: The Prior Tire people say: We ve never sponsored a medium on which we've had so many comments as we've had on the Hopalong Cassidy program." This half-hour Saturday daytimer achieved the following: on one Saturday commercial it ivas stated that children accompanied by their parents could obtain Hopalong buttons and pistol combination. The sponsor purchased 2,500 of these. By Tuesday they were all out of buttons and pistols; and the store was jammed. WSB-TV, Atlanta PROGRAM: Hopalong Cassidv OINNERWARE SPONSOR: Royal Crest Sales Co. AGENCY: Product Services, Inc. CAPSULE CASE HISTORY: Royal Crest's contract calls for time purchases when ball games are rained out. With the 7 October World Series game rained out, Royal Crest ran a 1:30 to 3:00 p.m. Sunday Film Theatre. Items ad- vertised: dinnerware and aluminumware at $44.90 per set. Program cost: $1,274.25. This one-time shot produced over 400 orders — all definitely attributable to the TV movie — for a sales tally ivell over $18,000. WPIX. New York PROGRAM: Sunday Film Theatre ENPAINTED FIRIMTITRI SPONSOR: Ready-to-Paint Furniture Store AGENCY: Direct CAPSULE CASE HISTORY: This firm employed TV to introduce its new store to the people of Greensboro and build furniture sales. Two announcements for $60 on the Fix It Shop, handy hints-type program, acquainted poten- tial Ready-to-Paint customers with the store's wares. Two weeks' results, says the sponsor, brought them hundreds of customers from Greensboro, Burlington, High Point, Winston-Salem, and other cities — all direct result of TV. WFMY-TV, Greensboro, N. C. PROGRAM: Fix It Shop Sgj/o inspire and further inter-religious understanding . . . "Sanctuary Time" is presented on WGAL-TV every Sunday night at six o'clock 9 m awareness of broad responsibilities to the communities it serves led WGAL-TV to origi- nate a series of inter-religious telecasts, "Sanct- uary Time." The photograph shows the Reverend Robert C. Batchelder with his organ- ist and choir conducting a devotional service. A permanent committee of three, consisting of a man from each of the three major faiths, worked out the details of the series on a rotating schedule: Protestant, Catholic. Jewish. Bach Protestant program features a member of the Ministerial Association conducting an abbreviated service. The Catholic and Jewish liepresented by ROBERT MEEKER ASSOCIATES programs are of a nature covering the various rituals and symbols of these religions. Through this pioneering in inter-religious tele- casts, WGAL-TV seeks to further and inspire inter-religious tolerance and understanding. The complimentary mail response indicates this ob- jective is being achieved. WGAL-TV LANCASTER, PENNA. A Steinman Station Clair R. McCollough, President N B C TV Affiliate Chicago • San Francisco • New York • Los Angeles 5 NOVEMBER 1951 43 ♦ now were solo . . . logging television spot time only ... helping you chart soaring soles with our wealth of TV knowledge and specialized, single-medium service in seven of your finest TV markets — Neiv York (WCBS-TV) Philadelphia (WCAU-TV); Los Angeles (KJSXT) Washington (WTOP-TV)i Charlotte (WBTV) Salt Lake City (KSL-TV); and Birmingham (W4FM-TV). CBS Television Spot Sales Should national radio and TV ratings, note gener- ally expressed in terms of percentages, represent instead the number of homes reached? J. Carlisle MacDonald Assistant to Chairman of the Board United States Steel Corporation New York Miss Booss The picked panel answers Mr. MacDonald Ideally, an adver- tiser should know the actual size of the audience of his radio or tele- vision program in terms of the number of homes reached. But due to the substantial variations in the coverage of net- works used for various television pro- grams, a measurement of the number of homes reached would not, in itself, give the advertiser a complete picture. He should also know the relative pop- ularity of his program compared with other programs on at the same time and with programs of competitors. This means that he should have an evaluation of his program on a per- centage basis as well as in terms of the actual size of his television audience. In order to provide the advertiser with the actual size of his television au- dience, it is necessary thai the measure- ment be based on a sample in which each type of home is reported in its proper proportion. The homes would have to be selected in accordance wi'h the best sampling techniques so as ade- quately to embrace all geographic sec- tions, all income groups, urban and rural territory, and homes with and without telephone -ervicc. I!\ and large the rating services toda) do not pro- vide this kind of coverage in their sam- ples. For some, the extension of their samples into segments of the popula- tion not currently reported would be incompatible with the techniques used, would cause too much delay in the rat- ings, or would be too costly. Even if it were practical for existing services to make substantial alterations in their samples so as to conform to a uniform standard, there would still re- main the problem of just what the va- rious techniques now employed for gathering the data really measure. Au- dience measurements today, by virtue of their number and variety, appear to be more fashionable than factual. The present dilemma of conflicting percent- age ratings is damaging the prestige of the broadcasting industry and the re- search profession. The addition of an- other dimension, number of homes reached, would be premature at this point. Margaret C. Booss Director of Research Federal Advertising New York To one who has for years stressed the vital importance of de- termining the to- tal number of homes reached by an advertiser, the subject of this question is both timely and perti- n en t. National Nielsen radio and television reports have always given both percentage rat- ings and homes-reached figures, even prior to the time when the industry be- gan to appreciate the importance of "homes reached."' Both have been provided because it has been absolutely necessary that the sponsor, the agency and the broadcast- er know two things: 1. What the advertiser is getting for the money he spends. For this purpose the fundamental measurement must be "homes reached." And in the present stage of TV development, this yardstick offers the important practical advan- tage of insuring wholly sound compar- isons between radio and TV audiences — by eliminating the unfortunate prac- tice of expressing radio audiences as percentages of all radio homes (of which there are about 42,000,000), while expressing TV audiences as per- centages of all TV homes (of which there are less than 14,000.000). This practice tends to create the im- pression that TV audiences (in rela- tion to radio) are about three times what they really are. 2. The intrinsic "popularity" of the program — a type of measurement es- sential for executives charged with re- sponsibility for program selection and production. For this purpose, it is de- sirable to eliminate all extraneous in- fluences, particularly that exerted by the number of stations carrying the show. In general, this can usually be done most satisfactorily by expressing each radio program's audience as a per- centage of those radio homes which could have heard the program if they had wished to, and each television pro- gram's audience as a percentage of the TV homes in the particular areas in which the program was aired. 46 SPONSOR While no type of "popularity" rat- ing can possibly remove all variables (e.g., no two programs have identical competitive environments), the forego- ing method has proved a very helpful step toward the ideal of a true index of popularity. In our opinion, the needs of these complex industries can never be served satisfactorily by the use of any single rating. Advertisers, agencies and broadcasters — both in radio and TV^ are insisting increasingly that research supply all the tools essential to success- ful operation. A. C. Nielsen President A. C. Nielsen Company Chicago Expressing pro- gram audience size by number of homes reached rather than by a rating percentage would penalize programs aired in fewer or small- er markets. A rating is a fairer indication of the true audience because it applies only to markets where the program is aired, whereas a number of homes reached figure would inevitably be measured against total homes. The number of homes reached might lead to a very false impression. As the TV base (number of homes equipped with TV sets) is constantly increasing, a program with a stable rating would show an increasing number of TV homes reached. Furthermore, there is no generally accepted figure for the number of TV homes. If this system of indicating audience size is adopted, there should be a uniform yardstick of total homes, so information supplied by research agencies would be com- parable. What purpose is the measurement to serve? Should it enable you to com- pare one program with another, one program at different time periods, or should it yield cost per home more eas- ily? For any competitive evaluation within the medium, the rating is essen- tial, and I don't believe research is standardized enough to permit com- parisons between TV and magazines or newspapers or billboards. (Please turn to page 83) MR. SPONSOR: Mr ffctecYour 6etf Buy New Orleans' Favorite Early Morning Show ! COFFEE CLUB is the perfect eye-opener to 'wake up' new sales . . . and 'perk up' the old ones. 'Earlybird' Phil Gordon gently arouses New Orleans every morning with his piano, songs and platters. It's the 'Perfect Combination' ... for spot participation! Write, Wire or Phone Your JOHN BLAIR Man! 5 NOVEMBER 1951 47 This SPONSOR department features capsuled reports of broadcast advertising significance culled from all seg- ments of the industry. Contributions are welcomed. WS/lfl "special edition" is promotion bonanza lor fair The Saginaw I Michigan I County Fair didn t use any local newspaper advertising this year. Yet. despite two days of bad weather, all attendance rec- ords were broken. The promotional highlight which contributed to the fair's success was WSAMs week-long "radio special edition" — an on-the-air. at-the-fair promotion which neatly tied in National Home Week with radios WSAM spurs listener interest with fair remotes \alue. and the fair's home attractions. It brought more than 300,000 guests to this NBC affiliate's "Radio Home" at the fair. The idea was prompted by a note in a recent BAH sales letter which pointed out that National Home Week began on 9 September, tlie same date set for the week-long run of the fair. For the exhibition. WSWI covered 10 feet of frontage designed as visual support lor the "special edition." The front of a pre-fabricated borne was • n < ted in the booth, a picket fence ran the length of the front yard, and a lamp post in front of the house car- ried signs reading "Radio Home Boule- vard" and "Kilocy< le Wenue." An 85- -i.ii display featured name- ol talent heard on WSAM. On-the-air promotion began with a 30-minute broadcast featuring high- lights of National Home \\ eek and at- tendant home attractions which tied in at the iair. All station breaks remind- ed listeners that this was National Hume Week . . . that their only real security was a home of their own . . . that WSAM served 144,470 radio homes, day and night. Sales for the special edition passed all expectations. In addition to the 106 programs added to the WSAM sched- ule, hundreds of additional announce- ments were also fitted in. Said a WSAM official: "The field of the special edition has always belonged exclusively to the newspapers. We feel that this promotion demonstrated posi- tively that radio, with careful planning and timing, can do an even bigger and better job in this line of promotion than can the newspapers." * * * Raymer promotions make timebuyer's life easier The Paul H. Raymer Company, like other top radio-TV station representa- tives, likes to make life a little easier for timebuyers and. at the same time, get the client station's story across. The Raymer approach: a weekly series of continuing promotions for the 33 stations they represent mailed to over 1.000 timebuyers all over the country. Recent reports have included station and market data. A typical example of such a report — the WCAO (Balti- more) story: population. 1.344.100; ef- fective buying income. $2,023,362,000: total retail sales, $1,322,807,000; food sales. $343,629,000: drug sales, $41.- 125,000. Additional information on the one-sheet report includes station's power, frequency, and network; cover- age including total radio families and total weekl) nighttime and daytime au- dience plus examples of station promo- tions and success stories. Future Raymer reports call for data "ii individual programs including wo- men's and disk jockey shows. * * * "Radio Dollars'" scores three ways with premium plan "Radio Dollars," a new merchan- dising-premium plan, is now available to stations throughout the country with three-way benefits for listeners, local stations, and local advertisers. The pay-off: every participating listener is a winner; local advertisers get definite increases in gross volume, and the franchised radio station is bound to attract more advertisers. Here's how the plan works: (ai Radio Dollars Inc. franchises coupon" Coupon is money for :ponsor, station, listener only one radio station in each commu- nity. I b ) Participating radio stations, in turn, franchise their own advertisers. The advertiser agrees to purchase a minimum amount of time on the sta- tion with "minimum time" determined by the station itself. (c) Radio Dollars Inc. then sup- plies the participating advertiser with Radio Dollar coupons, Radio Dollar catalogues, and Radio Dollar emblems for his business place. The merchant gives Radio Dollars coupons to his cus- tomers in the same proportion as the customers' purchases, i.e. if a custo- mer buys $1 in merchandise, he re- ceives a $1 coupon. (d) Each franchised station publi- cizes the items offered as premiums and the names of the local participat- ing advertisers. Emblems in the mer- chants' windows tell the story of the Radio Dollars plan and include the radio stations call letters. "In addition.'" says Ben Strouse, president of Radio Dollars Inc.. "our plan provides local radio stations with the first opportunity to get into the premium business and to offer top qual- ity, nationally advertised premiums to their local sponsors." Since the plan was announced in Oc- tober, hundreds of queries have been received from stations throughout the country with definite franchises, thus far. given to WWDC. Washington: WARL, Arlington. Va.: WITH. Balti- more: and WLEF. Richmond, Va. *** 48 SPONSOR Top advertisers, nets get behind Red Feather drive "Provide for the fair discussion of matters of general public con- cern; engage in works directed to- ward the common good; and vol- unteer aid and comfort in times of stress and emergency." — from "The Broadcaster's Creed" 10 September, 1951 sponsor, p. 31 Advertisers and broadcasters are proving that interest in the welfare of the community is not just a question of lip service. For top-drawer spon- sors are devoting time and talent to support the Community Chests of America and their united campaigns. The following advertisers, behind campaign chairman H. J. Heinz, II, are among those helping support the Community Chest drive: Cities Serv- ice, Gillette, Armour, Chrysler, Ford, Standard Oil of Indiana, Rexall, Gulf Oil, General Mills, Electric Auto-Lite, Pepsi-Cola, and Pabst. Bristol-Myers has devoted time to some phase of Red Feather work on every program this past month on ra- dio and TV (Break the Bank; Mr. Dis- trict Attorney). Joseph Allen, Bristol- Radio, TV, industry execs unite for public good Myers' vice president in charge of pub- lic relations, is chairman of the Audio- Visual Services committee for United Red Feather campaigns. Colgate-Palmolive-Peet, via its Strike It Rich program, dramatized the Chest theme "Everybody Benefits." On near- ly every program they used this apt slogan. "When you give to your com- munity chest, you strike it rich!" A special Red Feather Cavalcade on 19 October featured a two-hour pool- ing of talent on TV. The shows, de- signed to bring the community fund and U.S.O. before the public, were ABC-TV's Stud's Place, Super Circus, and Don McNeill's TV Club (15-min- ute segments). Other participants in (Please turn to page 75) Advertisement THE NEEDLE! Vice Pres. Gen'l Mgr. Associated Program Service 151 W. 46th, N. Y. 19 Tremendous size ol retail businesses is highlighted by recently released list of nation's 100 leading retailers. Here are some leaders: Food Chains — A & P. with annual volume of $3,180,000,000 tops all retailers in every category . . . Safeway Stores show 1950 sales of $1,100,000,000 . . . other food leaders are Kroger— $860,000,000 . . . Ameri- can stores— $470,000,000. Variety Chains — Wool worth — $632.- 000.000 . . . Kresge— $295,000,000 . . . Grant — $250,000,000. Mail Order - Sears— $2,561,000,000 . . . Montgomery Ward— $1,170,000,000 . . . Spiegel— $144,000,000. Department Stores — J. C. Penney — $950,000,000 . . . Allied Stores— $440.- 000,000 . . . May Dept. Stores— $417.- 000.000 . . . Federated Stores— $389.- 000.000 . . . Macy's— $321,000,000 . . . Gimbel Bros.— $291,000,000 . . . Mar- shall Field— $223,000,000. Despite this great volume, retailer profit margins on sales dropped con- siderably— from 3.0 to 2.4%. To radio- men this is a signal to redouble efforts in the large retailer field. Obviously the newspaper isn't solving the retailers' problem, and increasing space rates plus higher production costs are getting to be a real headache. Radio's low cost, easy preparation, broader coverage — all mean more today. * * * From far-away Trinidad, home of an APS subscriber (Trinidad Broad- casting Co., Ltd.), comes this word: "You people at Associated are again way out ahead of the competition! We have just received the promotion material on the Christmas shopping jingles and its arrival couldn't have been more timely, since a number of clients have recently approached us with just this idea in mind." Signifi- cant note — here and in Trinidad — for '51: retailers will start Yuletide pro- motions earlier than ever before. Some toy departments already opened in mid-October! And APS has moved its pre-Christmas program release ahead, is shipping this week. Holiday shows start before Thanksgiving for APS subscribers! Complicated problem facing radio reps and stations selling in the national spot field is shown by these facts . . . General Motors is largest account, spending $45,000,000 in all media, using nine agencies . . . P&G budget for '50 was $37,000,000. with seven dif- ferent agencies involved . . . General Foods spent $24,000,000, using four agencies. Moral: With this complex maze of national contracts, your rep is handi- capped unless you create local demand lor your station among local or regional manufacturer reps. Recommendations for your facilities move quickly through company channels, finally meet the facts presented by your rep, culminate in the order. This is the classic formula tor station-rep cooperation in the news- paper field, and it has worked for years. * * * Those special libraries — priced from $19.50 to $47.50 have revolutionized transcription service. Dozens of these small units are en route to stations across the nation today and orders keep pouring in. One group of seven stations rushed order for seven Com- mercial Libraries, will be deep into uniform sales training project based on APS transcribed sales meetings within a few weeks. Two new special libraries are now available: CON- CERT—a lavish one!— at $32.50 per month, and NOVELTY (including hillbilly and band) at only $19.50. If you don't have details, search your desk for the blue APS folder with the red disc — or wire or telephone us to- day! You can save a cool $500 with- out missing a note of music — so why delay? * * * If I were a station operator anxious to prove that radio is here to stay. I'd beg, borrow, or steal the L.P. records of those recent CBS Documentaries on narcotics and waterfront crime, play them for Kiwanis, Rotary, PTA and other civic groups. No other medium can possibly duplicate the impact of these programs . . . no person can walk away without tremendously increased respect for the institution of radio. * * * A forthcoming APS new talent an- nouncement will complete the roster of the greatest collection of talent ever to be assembled on one set of transcriptions. Our talent list today has no equal (ever check it against the field?) — but in a few weeks it will simply be in a class by itself ... a new category of quality heretofore unapproached by a library. APS will be tough to program against — so why not program with it? 5 NOVEMBER 1951 49 ten with all the lilt of a Sears catalogue and the rhythm of an insurance policy — but if it isn't eminently successful, I'll eat the side- walk in front of DeKalb Avenue with a mink-dyed kolinsky tossed in as an appetizer. />!/ BOB lOHIMVN There aren't many folks in the mag- azine business who talk to me, my ra- dio alliance being pernicious enough, but with TV on hand that's asking too much. Despite this though, I recently had words with the advertising direc- tor of Look. From this gentleman I re- ceived some advertising wisdom which I would like to distort a bit and put to my own devices. He (Don Perkins, by name I mentioned that a big selling advantage of his publication is the fact that its editorial content is fact; hence the advertiser's story, surrounded as it is by this type of matter, is more read- ily believed. A point well taken! On the other hand — One of the greatest strengths of ra- dio (a medium which carries its share of news and factual data, too) is that the fiction it creates and sends so effort- lessly into the fastnesses of the home becomes just as vital and as believable as reality! Actually, with fact (news) so grim today, the hapless citizen of the world is eager to escape reality, hence he is ready to participate in the fantastic world that radio can build for him (or her). From soap opera to Fibber McGee, from Cavalcade of America to The Fat Man, he can laugh or cry or get goose pimples, knowing that his dream world will be resolved at 29' 30". Is all this a fact? Well . . . The acceptability of this world is radio review SPONSOR: Ben Tucker's Hudson Bay Furs AGENCY: Direct PROGRAM: Perry Como Show. WINS, Tues.-Sat., 7:75-7:30 p.m. I i many years now I've visualized Ben Tucker in a coonskin cap, toting a flintlock rifle, pelts slung over his shoulder, t romping down from the No'th woods (denying all the while that he has anything at all to do with the Hudson Hay Company of Canada — this impanied by a sly wink). Ben's teepee, as any school child who lives near New York City can tell von. i- I. .rated at 5.r)7 Fulton Street and 12 DeKalb Avenue in proved daily by the tremendous mail pull its inhabitants receive; thousands of these letters contain literal sugges- tions as to how Ma Perkins or Wendy Warren should solve their problems. Helen Trent gets as much mail as Pres- ident Truman, and Nora Drake is far better known than Mossadegh. There are threats to the villains who menace these creatures, blandishments for their friends, and yes, even money when one of them is a bit short of the green stuff. So now that we've judiciously and concretely laid the foundation for the obvious premise that well-done fiction is at least as acceptable to people as grim fact, I would like to plunge onto this point; namely, that association (as Don Perkins maintained) is one of the most vital advertising influences. It's whom you are seen with that counts a-plenty. The program (or editorial matter) with which you garb yourself has a tremendous bearing on how your audience will receive your advertising message. This aura can be as impor- tant as the wrapper on your product. So I think that it should be a prime consideration in the type of program and star you sponsor. If your drama is chock full of bad men, knife throw- ers, and heroin mainliners, better get yourself a continuing character who represents something people like to (Please turn to page 68) Brooklyn — a tribute to frequency, consis- tency, and single-mindedness seldom found in radio advertising. Whether records by Perry Como, news, or announcements, the Ben Tucker approach to unloading the furs he has trapped up No'th is sensationally di- rect and directly sensational. Within the course of 15 minutes of Como (I think three of Perry's recordings were woven around the commercials) all stops were pulled. We heard that Ben was carry- ing on a "Disaster Sale." Manufacturers were pouring the furs into him. Ben needed cash by the barrel, and he needed it quick. He was sacrificing his merchandise. He was slashing prices. He was making it so easy for a lady to get a coat that — well, you un- derstand. Here i- straight announcing writ- radio review SPONSOR: Luxor Motors AGENCY: Direct PROGRAM: Announcements, WINS A current member in the lineage of com- mercial personalities stemming from Old Man Adler, the Smiling Irishman, and Mad- man Muntz, a new one — Jolly Charlie — is now operating out of the Luxor Motor out- fit. Jolly Charlie wants to sell you a used car. His advertising-opus — a spot — starts out with a dramatic vignette that is as hoary as a Stutz Bearcat; namely, a motorcycle cop flagging down a victim and then joining in on some merry dialogue which justifies speeding because it takes the offender to the sponsor's source of supply. I'm still hoping to hear one of these commercial-cops give a guy a ticket and tell him the product (the reason for his haste) isn't worth the rush. But, shucks, guess I never will. To get back to Jolly Charlie whose per- sonality is never borne out in the spot, we learn that Luxor stays open late, has fine cars, etc., and the end of the announcement gives us a bright little ditty. All I can say is, "Welcome, Charlie." Glad to have you sit in; on your left, meet Utter McKinley, the mortician, and on your right, the Flying Irishman. Your partner is Singing Sam. the Barbasol Man. Okay, boys — whose deal is it? radio review SPONSOR: CBS Sustaining PROGRAM: Station Identifications Maybe I'm coming in very late, but I don't get around in radio as much these days as I used to before they invented the gadget with the big glass window in it. That's why 1 was so pleasantly startled to hear li'l ole CBS singing its own praises in a cute ditty the other eve (following Beulah and right in front of the Jack Smith-Dinah Shore show). I guess they're doing it all around the net- work— at least on their own managed and operated stations. What happens is that a nice little vocal treatment announces that C- B- and S are the letters where the best stars dwell. Seems about time the networks themselves used some of the best devices the medium they peddle has to offer. Local stations have been doing it for many a year. So a doff of the cap to the folks at the network who did the job and a double-brandy for the gent who had to convince the big-wigs this was a fine idea which it decidedly is. 50 SPONSOR Best time buy on the market Here's 20-year proof that WCAU is the best time buy on the market . . . the American Stores Company has just renewed for its 21st year of consecutive and exclusive advertising on WCAU. In 1931 the American Stores Company began radio advertising on WCAU. This proved so successful it continued through the "thirties," past the "forties" and into the "fifties" until today it is in its 21st year of uninterrupted advertising on WCAU. Down through the years WCAU has been synonymous with American Stores advertising. Today the chain operates 1500 stores and supermarkets with total sales for 1950 of $469,771,090. Six hundred of these stores are in the WCAU 53- county coverage area. Two decades of American Stores advertising proves one thing . . . it's profit- able to advertise on WCAU. WCAU The Philadelphia Bulletin Station CBS affiliate • 50,000 watts Represented by CBS Radio Spot Sales 5 NOVEMBER 1951 51 i'.'iW'li Frank Fitzpatrick, of the Katz N. Y. office, points out that Greater Miami's population grew by 51,000 new, perma- nent residents between the April 1950, census and April, 1951. 546,000 Miamians now . . . 586,000 by April, 1952 — more than a million by 1960. "5" From the desk of FRANK FITZPATRICK: Here's further proof of the im portance of the Miami market I have the proof that WGBS reaches this billion dollar mar ket for less — less than other station or meduim. REPORT TO SPONSORS for 5 November 1951 (Continued from page 2) Pontiac will spend $500,000 in 2 weeks to push new models Pontiac Motor Division of General Motors is ready- ing $500,000 2-week air campaign to introduce 1952 models. In addition to vast radio and TV announce- ment schedule, following programs were planned at presstime: "Stop the Music" (ABC), "Bob & Ray" (NBC), "Hearthstone of the Death Squad" and "People Are Funny" (CBS), "Under Arrest" (MBS) all on radio; TV stanzas cooking are: "Kukla, Fran and Ollie" (NBC), "Songs for Sale" (CBS), and announcements before and after NBC's Saturday college football game. Inability to line up TV announcements caused purchase of more expensive shows. Dealers will check show room traffic closely in effort to analyze effectiveness of various media. Singer tries TV, likes it; will now try radio, too Singer Sewing Machine Company celebrated its 100th anniversary recently by buying quarter-hour segment of NBC-TV Kate Smith Show, Tuesday 4:45 to 5:00 p.m. , (via Young & Rubicam) ; this was its first use of air advertising. Singer Advertising Director Harold Horton kept tight check on show's pull via special offers and traffic count in retail outlets. Before 7 weeks had passed, he exercised option for additional 13 weeks. Without cutting other media appropriations, Singer also plans to initiate heavy radio coverage in non-TV areas, starting with par- ticipations and stepping up expenditures as radio proves ability to sell expensive home item. Zippo will use 33 TV stations in expanded Xmas campaign Accelerated Christmas promotion is planned by Zippo, Bradford, Penna. , makers of windproof ciga- rette lighters. Success of test TV campaign past spring has sales executives highly optimistic about Xmas plans, which call for heavy use of 20-second announcements on 55 TV stations in 20 cities (via Geyer, Newell & Ganger). Prior air efforts have been confined to "reciprocal" deals with stations — swapping lighters for airtime. TV-built formats may be major source of AM programs When seeking new shows for AM, networks may tend increasingly to use formats, names developed on TV. Two recent examples are furnished by "Howdy Doody" and "Paul Whiteman Teen Club." NBC will air AM version of former on Saturday mornings as part of its "Minute Man Service." ABC was scheduled to launch Whiteman on AM, starting 29 October in 9:00 to 10:00 p.m. slot Mondays. SPONSOR In Chicago, itfs WGN 5 tot! In October, 1951, an advertiser wrote: w From time to time, we have used all the basic network stations in Chicago. WGN has consistently outpulled these stations, at a ratio of better than five to one." W CjJM ... lOUF oaSIC l>Uy . . . reaching more homes per week than any other Chicago station A Clear Channel Station. . . Serving the Middle West MBS a Wft Chicago 11 Illinois 50,000 Watts 720 OnYourDial Chicago office for Minneapolis-St. Paul, Detroit, Cincinnati and Milwaukee Eastern Sales Office: 220 E. 42nd Street, New York 17, N.Y. for New York City, Philadelphia and Boston Geo. P. Hollinftbery Co. Advertising Solicitors for All Other Cities Los Angeles — 411 W. 5th Street • New York — 500 5th Avenue • Atlanta — 223 Peach Street Chicago — 307 N. Michigan Avenue • San Francisco — 400 Montgomery Street 5 NOVEMBER 1951 53 RECIPE FOR SUCCESS Take Mary Lou Humph- reys and Jean Slade. Mix in 45 minutes of women's news, fashion trends, menu planning and best buys for housewives, and you'll come up with a best buy for the advertiser who wants to reach the great homemakers audience. It's "WHAT'S NEW" daily from 10:45 to 11:30 on WHEN. TO YOUR NEAREST KATZ AGENCY MAN AND PUT "WHAT'S NEW" TO WORK FOR YOU! WHEN TELEVISION SYRACUSE CBS • ABC • DUMONT OWNED BY THE MEREDITH PUBLISHING CO. agency profile Lawrence Valenstein President, Grey Advertising Agency, Inc. The story of the Grey Advertising Agency is synonymous with the storv of Lawrence Valenstein, its founder and president. When that 18-year old lad started hustling for accounts 34 years ago, even in his wildest dreams he couldn't foresee the impressive $13,500,000 in billings that his agency placed last year. "How did the agency get its name? Simple," explains burly Larry Valenstein. "I went through school with people calling me Ballantine, Schmalentine, and Vanderstein. The first office I opened had grey walls; ergo, Grey Advertising Agency." Talk to Larry about his agency for five minutes and you'll find one word popping up constantly: growth. "We've done everything possible to foster the 'Rhythm of Growth.' Starting with department stores, we built up valuable merchandising techniques. Today, these technicpjes and experience are being put to work for a widely diver- sified list of clients including Ronson lighters, Kaywoodie pipes, Tussy cosmetics. Wilkin Family whiskey, Textron, Inc., Firestone Tire & Rubber Company (home products), Bond Clothing Stores, Cascade whiskey, Mennen's baby products, Admiracion shampoo, Lee hats, and Samsonite luggage." Listen to Larry expound his philosophy; you'll soon discover why his agency has been able to succeed in its planned growth plan. "I firmly believe that the ownership of a business should be vested in the deserving men in the enterprise. I started to give away stock in the first year of the agency's life; today, every officer and depart- ment head owns a piece of the business he's help build. Arthur Fatt joined the agency 30 years ago and deserves a tremendous amount ol credit for the agency's growth. Now he is not only executive vice president, but holds as much stock as I do." Larry is dead against nepotism so his wife won't have to worry about their children, 16-year-old Linda and 14-year-old Johnny, wrangling over office problems at the dinner table. Speaking of wrangling, Larry has to do a bit of it with clients who are fascinated by that glamorous medium, TV. "When a client who has a total ad budget of $600,000 comes to me and asks 'When are we going to get a TV show?' I tell him to relax until he has a million dollars to put into that medium alone. Until a lot more stations are in operation, TV is just not the medium for a limited budget." A listing of accounts gives the impression that Grey is soft-goods l"l> heavy, but this is deceptive as about 75% of the billing volume is in genera] accounts. Approximately 22' , of the billing goes into radio and TV. • • • 54 SPONSOR Yankee Home Town Food Show with Ruth Mugglebee Woman's Editor Boston Record-American and Sunday Advertiser and Bill Hahn Yankee Radio and TV Personality Monday thru Friday 1:1 5 — 1:45 P.M. With Yankee Home Town Stations, you're assured of local impact — local acceptance — with a saturating coverage spreading over the entire city and subur- Among the advertisers using ban trading area! Yankee Home Town Food Take, for example, the Yankee Home Sh ow regularly are: Town Food Show, a participating program AMAZO of proven effectiveness! National adver- LOG CABIN SYRUP tisers are using this program regularly — MARSHMALLOW FLUFF are finding local impact plus local accept- LA CHOY PRODUCTS ance a hard-hitting, hard-selling team! . . . GERBERS POPCORN WHEATENA Plus a merchandising plan exclusive BOTANY YARNS and distinctive in New England. MODENE GLENWOOD RANGES Go Yankee! Go Home-Town — with the Yankee Home Town Food Show! THE YANKEE NETWORK DIVISION OF THOMAS S. LEE ENTERPRISES, INC. 21 BROOKLINE AVENUE, BOSTON 15, MASS. 5 NOVEMBER 1951 55 AIR BUYING MADE EASY (Continued from page 11 i to bu) radio time and programs. Some- thing to make even the most inexperi- enced businessman or prospective spon- sor aware of the A-B-C-D processes of the veteran timebuyer. Something that would he a kind of Rosella Stone to a radio sponsor. After doodling on numberless sheets ill paper in his office, and racking his brains while driving around in the lovel) mountain country near Fitch- burg. Molina produced the answer. Off to a local printer he went, and soon the first copies of the WEIM Ad- vertising Selector Flowchart were in his hands. In appearance, the Floivchart is a series of charts, printed in royal blue on a single-fold sheet that's about 17 inches by 11 inches. On the cover is the title, and on the back cover a 0.5 mv/m coverage map of WEIM. The charts, however, are the thing. (See reproductions of the WEIM Flowchart on page — of this issue.) With the simplicity of a McGuffey's Reader, they constitute one of the iiniimiiiiiiiiiiii'ii'iiiiiiiiNHi'ii'iiwiniMiiii'iiiiiiiii'iiiiiiimiiiii'iiiiiii iiiiiiniiiiiniiMniiiiiii'iiiiiiiiiiiiiiiiiiniMiiiiiiiiiiiiiiiiniiinniiiiiiiiiMiiMMiiiiiiiniiiiiiiiiiiiiiiiii'iiiiiiiii'iiiitiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii!: free WITH YOUR SUBSCRIPTION TO I SPONSOR I THE NEWLY-PUBLISHED 72-PAGE I TV-DICTIONARY/HANDBOOK I [ FOR SPONSORS | Defining more than 1,000 television terms and uses, the $2 pocket-size dictionary is the only publication of its kind. Including a sign-language for TV, valuable data on camera and lens usage, TV union particulars, and other pertinent TV information, the new dictionary will be a prized possession you'll refer to again and again. Be sure you get a copy by entering your sub- scription to SPONSOR without delay. Yearly subscription rate is only $8 for the 26 bi-weekly issues ; the two-year rate of $12 is SPONSOR'S most popular value. Bulk TV Dictionary rates on request. PLEASE USE THE FORM BELOW AND MAIL TODAY! SPONSOR 510 Madison Avenue New York 22 I I Please enter my subscription to SPONSOR and send me FREE the new 72-page TV Dictionary/Handbook. Bill me later. Name Firm | Address _ City Zone Stale _ □ $12 two years □ $8 one year B 56 """ "™" "™" "™ mmm mmm '^ quickest courses in radio basics that SPONSOR has come across. The first step that an advertiser, working in conjunction with a WEIM salesman, will take when using the Flowchart is to look at a simple chart headed "What Do You Sell?" In it. he is likely to find his own business under a series of "code classes" ap- parel, food, real estate, etc.). He then follows the broad blue arrow to the next chart, headed "Who Buys It?" In this chart, he can quickly locate the proportions of housewives, working girls, men, and "under 17" who buy his product or service, and can judge which element is the dominant one. Armed with this information, he then progresses to the third chart, which is the average hourly audience composition breakdown, in terms of the percentages of men, women, and children, for WEIM. from the hours of six in the morning until eleven at night. In it, he can find the approxi- mate hour of the day or night when most of his consumers are likely to be tuned in. As a final step, he goes to the last chart, which is a program preference chart, in rank order, for both daytime and nighttime programing. From this, he can get some idea of what kind of program (or program adjacency) is likely to do him the most good with his customers when their dials are set for WEIM. The clincher is a space for him (or the salesman) to write in the announce- ments or programs he thinks he ought to buy. Simple? Sure, it's simple. But, here's what WEIMan Molina has to say about its results: "The data itself, obviously, must not be accepted as constantly accurate in each of its details for every season of the year and each geographic area. However, we have found that the Flow- chart has made it possible for us to educate the prospective sponsor in a single, rapidly-assimilated lesson. It has also performed an excellent psy- chological job of raising his respect for the medium of radio. The Flowchart shows him that radio advertising is not a hit-or-miss proposition and that it has the ingredients for being ap- proached scientifically." So far, the Flowchart has worked out well in actual practice. It has helped open up new radio accounts, as in the case of the Bell Shops, a large New England chain that sells women's SPONSOR Eyes and 3b Ears of a GOOD CITIZEN Kids . . . kids . . . kids! Dating as an institution back to 1945, "Invitation to Youth" has now been a television "must" to the kids of Dayton for over a year. Over 500 participants have been auditioned in this period, with 5 participating each week in the competition for prizes. Look at the enthusiasm that this educational and entertainment program generates! Isn't it time we dug a little deeper into the matter of "public service" programs? Take "Invitation to Youth." Here's a program designed solely to give direction and occupation to the kids of Dayton. Presented for 90 minutes every Saturday morning in the auditorium of its sponsor, The National Cash Register Company, up to 2500 kids a week pack the show. Thousands more follow avidly the half-hour telecast or simulcast (first in Dayton). There's no commercial — no commercial angle — no purpose but that of The National Cash Register Company and WHIO-TV to unite their efforts for the good of their community. There is, of course, one great benefit that accrues to sponsor and telecaster alike. The National Cash Register Company's progressive civic-mindedness has won it a unique place in the heart of its own community. Our many public services — the majority of them unsponsored — have done the same for us. Dayton's answer can be measured in Dayton's listening and viewing re- sponse heavily favoring WHIO-TV.* ♦EXAMPLE— Pulse for September shows 8 out of top 10 weekly shows were aired via WHIO-TV. 5 NOVEMBER 1951 57 apparel and accessories. Bell had never used radio before WI.IM approached them with Molina's new pitch. Reported Molina to sponsor: "We made the step-by-step analysis with them. First of all, we established that their prospective customers were wom- en. This was elementary, of course, but necessary in the logical develop- ment of the radio plan. Next, we made an analysis as to the period or periods in the day these women could be reached. Finally, we determined the most suitable t\pe of program they should use in reaching these women. They bought a segment in For You Ladies, a WEIM woman's program, at 9:30 a.m., Monday through Friday. They have since told me that the lo- < ;tl Bell Shops store has grossed more than they anticipated." Molina has no illusions that he has discovered something brand-new when he approaches a new prospect, like Bell Shops, with his proposals. "Any good radio businessman." Molina added, "would probably have recommended the very same type of program at the approximately same time without the benefit of the Flowchart. The thought process, to him, is rudimentary. But, to the uninitiate, this thought process is novel, and without the Flowchart tends to be regarded as either sales talk, or of minor importance, or pure hogwash." When he started using the Flow- chart method of selling local advertis- ers on using WEIM, Molina also dis- covered a few things himself about the "Unlike newspaper and magazine ad- vertising, radio advertising has an exclu- sive audience. If the listener does not receive the message at the time it is broadcast, he will never receive it." BEN DUFFY President, BBDO • ••••••• use of radio. For one thing, it ex- plained a situation which had been puzzling Molina for some time: Why had one of Fitchburg's biggest retail- ers, Television & Appliance Inc., been having such a notably unsuccessful time with their use of radio? WEIM had helped to persuade the appliance retailer to buy the tran- scribed, quarter-hour show Meet the Menjous, and had slotted it for the client in the 11:15 to 11:30 a.m. pe- riod across the board. Daytime audi- ences in the New England town turned NORTH CAROLINA THE SOUTHS NO. WPTF- NORTH CAROLINA'S NO. STATE SALESMAN North Carolina Rates More Firsts In Sales Management Survey Than Any Other Southern State. More North CaroliniansListen to WPTF Than Any Other Station. NBC AFFILIATE for RALEIGH, DURHAM 50,OOOwATTS and Eastern North Carolina 680kt NATIONAL REPRESENTATIVE FREE & PETERS, INC. a deaf ear to the sophisticated, "Guess who I saw in the Stork Club last night" chatter of the famous husband-and-wife team, and merchandising results were practically zero. Here's what then happened, accord- ing to Molina: "An almost cursory inspection of the Flowchart showed this sponsor what had been wrong. In fact, the Flow- chart in this instance nearly proved to be too effective, because it demonstrat- ed how bone-headed the station had been!" Molina decided that the straightfor- ward approach was what was needed. He sat down with officials of the Tele- vision & Appliance Inc. firm, admitted that he and his station's salesmen had given them a wrong steer, and apolo- gized for the mistake. He offered some concessions if the client would go along with a newly-designed schedule. The firm, whose prudent New England ways had been somewhat ruffled by the lack of radio results from its transcribed series, was mollified, and gave them the go-ahead. "We were very lucky to get in the door again," Molina admits candidly. "We broke down their potential cus- tomers into the following approximate proportions: one third each of house- wives, housewive-working girls, and men. For their housewife audience, they bought a half-hour strip across the board, 10:30 to 11:00 a.m. of a popular music-telequiz program. For the family audience, a five-minute AP newscast across the board at 6:55 p.m. and a heavy schedule of announce- ments in the early morning and late evening to hit the men and working girls again. Needless to say. Television & Appliance Inc. has had very good results from radio advertising and to- day is one of our biggest and happiest accounts." And so the case histories from WEIM go. Other new accounts in Fitchburg have been sold on the use of proper radio advertising via the Flowchart ; previous clients have had their schedules successfully revised. The device has proved a useful "extra salesman" to the station, and has done much to cement happy relationships between the broadcasters and his cli- ents. It may well be that many of spon- sor's more sophisticated readers on Madison Avenue, North Michigan Ave- nue, and Wilshire Boulevard will ask: "What's this got to do with me? This 58 SPONSOR PUTTING YOUR SHOW ON THE ROAD Building the pathways for television takes time, toil and money. Every one of the more than 23.500 existing channel miles was a new challenge to the imagination and skill of Bell engineers. Take, for ex- ample, television transmission between New York and St. Louis. From New York to Chicago, engi- neers plotted, scouted and tested possible &tt*e£io-£Relav routes to find the one that would span forests, mountains and cities— and would carry microwaves around reflective surfaces of lakes and plains. SRat/iokiRe/au stations were then built about every twenty-five miles — some 200 feet high. At Chicago, video signals are switched to a coaxial cable and go underground through the hard lime- stone bottom of the Kankakee River, the sticky blue clay of the Kaskaskia . . . across the Mississippi . . . under the city of St. Louis for 20 miles to the broadcasting station. Planning, building and maintain- ing television pathways for the nation is costly and complex, calling for continued investment of money, special equipment and trained per- sonnel. The present value of this network, provided by the Long Lines Department of the American Tele- phone and Telegraph Company is nearly $85,000,000. Yet the cost of this service is low. The Telephone Company's total net- work facility charges average about 10 cents a mile for a half hour of program time, including both audio and video channels. BELL TELEPHONE SYSTEM PROVIDING TRANSMISSION CHANNELS FOR THE RADIO AND TELEVISION INDUSTRIES TODAY AND TOMORROW i> simple grass-roots radio stuff. I know all this. Where do I come in?" sponsor feels that distance from Fitchburg to, say, Foote. Cone \ Beld- ing. is shorter than you think. Many a big-time account executive or time- buyer will do well to go through the mental processes of the WEIM Flow- chart while planning to use a broad- cast advertising campaign, whether large or small. What works for the local merchants of Fitchburg, Mass.. also works for the General Foods, Gen- eral Mills, and General Electrics of the advertising world. Xeed evidence of this fact? Take a look at what amounts to the Golden Rule of advertising at J. Wal- ter Thompson, the country's largest ad agency and a veteran of all sorts of radio and TV timebuying. In a recent speech (19 October) be- fore the Eighth Annual Sales Confer- ence at Ohio State University. John Hosch. a v.p. of JWT, pointed out that Thompson men are trained to think in terms of a "T-Square" of advertising principles. In a nutshell, they are five self-asked questions (SPONSOR, 22 Oc- tober l : WDBJ 1 FOR ROANOKE AND SOUTHWEST VIRGINIA The million people in WDBJ's coverage area will earn nearly a billion dollars this year. Here's WDBJ's family cover- age, according to the 1949 BMB: Day — 110,590 families in 36 counties Night — 85,850 families in 31 counties and 3 to 7 days weekly Day — 90,320 families Night — 66, 230 families AND in Metropolitan Roanoke WDBJ's average share-of-audience is from 50.8 to 74.4 percent of total sets in use from 8:00 A. M., to 10:00 P. M. (C. E. Hooper — 23,191 coincidental calls Dec. 1950 through Feb. 1951.) For further information: Write WDBJ or Ask FREE & PETERS! WDBJ Established 1924 CBS Since 1929 AM — 5000 WATTS — 960 Kc. FM — 41,000 WATTS — 94.9 Mc. SOUTHWEST VIRGINIA'S ?Wvt RADIO STATION i 1 l What are we selling, in terms of what the product will do? (2) To whom are we selling this product or service? (3) Where is this selling heing done, and through what channels? < 4 ) When are we doing this selling, and at what time of year? i 5 ) How are we going to do this selling to best advantage? Does that look familiar? Apply it. generally, in terms of radio, and what have you got? Why. practically the same thing as the WEIM Flowchart. There's a lesson in it for every radio or TV advertiser or agencyman who may be inclined to overlook its fun- damentals now and then. * * * JINGLE RIGHTS [Continued from page 35) The whole problem arises because ASCAP claims performance rights to jingles written by its composers, mam of whom are top jinglesmiths. This is what the licensing hassle can mean to an account: 1. Impaired station relations: Hav- ing to pay a fee for airing an advertis- er's jingle does not promote friendly station relations. And often, cordial relations between an agency timebuyer or company advertising manager and a station means the account gets bet- ter time slots quicker. 2. Possibility of a jingle being yanked off the air: If the jingle is based on ASCAP music, there's noth- ing to halt ASCAP from withdrawing this original music if its author ever breaks off his ASCAP affiliation. Or. in the event of another ASCAP "strike," all music which it licenses might go off the air. Thus the spon- sor is bereft of his carefullj planned musical trademark. 3. Incomplete control. After spend- ing hundreds, or even thousands of dollars, for the production of a distinc- tive jingle, and hundreds of thousands for promoting it. a sponsor finds he owns everything but the very impor- tant "performance right." For some reason he doesn't quite understand, an organization which lies never dealt with claims this right. This is not an isolated problem af- fecting only a few advertisers. Here are some of the jingles for which VS- CAP has been claiming performance fees: Spic & Span: Joy (Procter & (iambic. agenc\ Biow I : Pond Bread 60 SPONSOR In Northern California MORE PEOPLE LISTEN -more often -to K NBC than to any other radio station KNBC's 50,000 watt Non-Directional transmitter reaches all the markets of Northern California . . . KNBC has the biggest and most loyal audience in the San Francisco-Oakland Metropolitan Market — the seventh largest, fastest-growing major market in America. And as a plus, KNBC penetrates all the rich, fast-growing markets throughout Northern California. PLUS MARKETS like Stockton- Modesto, Ukiah-Mendocino, Napa-Santa Rosa, Santa Cruz-Monterey, Sacramento, San Jose-Santa Clara, and Eureka-Humholdt County. ONLY KNBC can reach all these markets — in one, big economical package. KNBC sales reps will show you how. . . KNBC delivers MORE PEOPLE (in one pack- age!)—at LESS COST per thousand — than any other advertising medium in Northern California. MLJIiW | I PLUS-Market Case History Ukiah-Mendocino County • Population — 40,596, an increase of 45.7% from 1940 to 1950 • Effective Buying Income' -$49,178,000, an increase of 180.9% • Retail Sales '-$36,056,000, up 219.6% • KNBC Audience — week after week, over 4/5 of the radio families in this market listen regularly to KNBC *Sales Management's 1951 Survey of Buying Power Northern California's NO. 1 Advertising Medium 50,000 Watts -680 K. C. San Francisco Represented by NBC Spot Sales 5 NOVEMBER 1951 61 ■(General Baking, agency BBDO) : Fab. Vel (Colgate-Palmolive-Peet, agency Est) i ; Ajax Cleanser, Halo Shampoo (Colgate-Palmolive-Peet. agency Sher- jnan i Marquette I . Some of these jingles were assigned to \.SCAP tor Licensing bj their com- posers with the knowledge of both agenc) and client. But in a great many instances the agency believes it owns ■complete and exclusive rights, despite VSCAP's assumption of performance rights. Here's how this whole jingle licens- ing hassle developed. AS CAP is a cooperative organiza- tion made up of music composers and publishers. Its job is to keep track of all performances of music written by its members, collect fees for these per- formances, and split up fees among them. ASCAP can do this for a whole group of composers by granting per- forming licenses to users of music. In broadcasting practice there are two kinds of ASCAP licenses. A gen- eral one permits unlimited use of AS- CAP music in return for a two to three percent fee. Under the other, "per pro- gram" license, stations pay 8% of the time charge for every program on which ASCAP music is played. All the networks, and most of the stations around the country, have a general license arrangement; it permits unlimited performance of ASCAP mu- sic. But between 75 and 100 radio sta- tions (including many of the largest) are signed up with ASCAP on a per- program basis. These per-program sta- 4*Very few advertisers have ever tried to influence (radio) news, either by hav- ing it colored or by having it omitted. Thousands of advertisers never even think about influencing the news. They have a product to sell, and that is their one interest in radio stations." SAM ROSS Assisant Manager, CKWX Vancouver, B. C. ******** tions are the ones nicked for an 8% cut every time an ASCAP-licensed commercial jingle is played. How does a jingle fall under AS- CAPs licensing jurisdiction? All that's necessary is for a composer affiliated with ASCAP to write a jingle for an advertiser. Under his agreement with ASCAP, everything the composer writes is automatically licensed by the music cooperative. And this in spite of Sales up 33Z OPEN-END TRANSCRIBED RADIO PROGRAM • MUSIC • COMEDY • GUESTS OVER 100 STATIONS SOLD IN 4 WEEKS 'PETER PIPER POTATO CHIP COMPANY -WICHITA, KANSAS SPRINGFIELD. MISSOURI ENTERPRISES 75 E. WACKER DRIVE CHICAGO. ILLINOIS any payment made by the advertiser or his agency to the composer. Many agencies are unaware of this legal fa- cet; they assume that because their cli- ent owns the jingle's copyright, all rights are securely in his hands. But many lawyers believe the mat- ter of who owns the actual performance rights depends on the exact wording of the contract between composer and client. This is how one outstanding New York copyright attorney who rep- resents one of the major agencies ex- plains it: "Normally an agency hires a com- poser and carefully explains to him what it wants in its jingle. The com- poser becomes an 'employee' of the agency and the agency becomes his em- ployer. Now, the copyright law under which music is protected specifically states that 'the word author shall in- clude an employer in the case of works made for hire.' It follows from this that the agency thereby becomes the 'author' of the jingle for copyright purposes, and all individual rights in- cluded under the general term of 'copy- right' belong to the agency. That in- cludes the performing rights which AS- CAP would need to collect from radio stations. But since the agency is con- sidered the 'author' — and is not a mem- ber of ASCAP — there's no way I can see that ASCAP can claim performing rights." In other words, according to this at- torney and other legal authorities inter- viewed by sponsor, all an agency need to do to protect its rights to jingle mu- sic is to word the contract with the composer properly. If the agency or the client is listed as the author of the music, ASCAP has no rights to it, ac- cording to these lawyers. A spokesman for ASCAP indicated, however, that there were two points of view on the question of copyright own- ership. He pointed out that some law- yers believe a composer does not lose his right to assign performing rights — even though he writes a jingle while an employee. In other words, an employer becomes the copyright owner; but does not get performance licensing rights along with the copyright. The difference of opinion never hav- ing been settled in court, confuses the whole legal picture of jingles. Is there a sure way to head off legal and financial wrangles? Several agen- cies have done this very effectively. They hire non-ASCAP writers to do nothing but compose jingles. Take 62 SPONSOR IS the cable a fable? There's been a lot of romancing about the new relay stations which in effect extend the cable to the Coast and make possible "live" coast-to- coast television. Certainly, it's a tremendous technical achievement. But all it means to national advertisers is that with these new facilities they can add just four TV markets "live" — and these for only a restricted group of network programs. The new facilities can accommodate only one network program at a time. And that program must be aired at a time when it will not be plagued by that time difference of three hours (or four "Daylight" hours) between New York and the Coast. For all other network programs, kinescopes are still the order of the day — with this change, thanks to science : kines can now be taken off the tube in Los Angeles instead of being shipped from New York, and vice-versa. But they're still kinescopes ! Life is much happier for the Spot Program advertiser. His program is either "live" or on film — a lot easier for the audience to take than kine. His television time is planned market by market. And he uses only the markets he needs and wants. No "must" stations or minimum group requirements in Spot Program advertising. There's a cost advantage, too, for Spot Program advertisers. Spot rates are generally lower than network rates for the same time period, on the same station. The difference is enough to cover the extra film prints required, their handling, distribution and other costs. // you're thinking about television for 1952, you owe it to your market- ing plans to get the full story on Spot Program advertising. You can get it from any Katz representative. It shows, in very realistic terms, that when it comes to television advertising . . . You can do better with Spot. Much better. HE K A" Z A G E N C Y# INC. Station Representatives NEW YORK • CHICAGO • DETROIT • LOS ANGELES • SAN FRANCISCO • ATLANTA • DALLAS • KANSAS CITY Sullivan. Stauffer, Colwell & Bayles, for example. Jingle-writer Richard I hi. who is a regular employee <»i the agency, explains their system: "After I've written a jingle for a client, it's copyrighted in mj name — mainly be- cause I've written it and it's convenient that way. Then when a station queries u- we simply tell them that they are hereby licensed to play the jingle. There is no licensing problem because we own all rights." There may be variations in detail — BBDO sells all rights to the client for $1.00 — but the main point is the same. It the jingle composer is not an VS- CAP-affiliated writer and is an em- ployee of the agency there can be no possible hassle over who owns rights. This is apparently the only completely fool-proof system by which an agency or client can get all the legal rights to his jingle. sponsor was unable to obtain a list of the jingles for which ASCAP is now claiming license fees. But a round-up of stations gives at least a partial idea of how widespread the practice is. He> •«• are some of the per-program stations who replied to a SPONSOR question- Who talk* to thte Guy % Well over 250,000 automobiles in WGR's Western New York listening range are radio- equipped. WGR's top-rated programming catches this extra listenership . . . a big plus to WGR's established coverage of the 360,000 radio -equipped homes in this rich market. Colombia Network tm &?wulcadttotg CorpjOftation RAND BUILDING, BUFFALO 3, N. Y. National Representatives: Free & Peters, Inc. Leo J. ("Fitz") Fifzpafrick I. R. ("Ike") lounsberry naire. together with the jingles for which the\ have been asked to pay a license fee. WDRC. Hartford. Conn.: Bond Bread. Plymouth, Colgate Dental Cream. Evans Case Company . Louis J. Libby. A. & P.. Arrid. Spic and Span. Motorola. Joy. Cosmopolitan, Good Honsekeei>iiig. Charm. Mademoi- selle. WAVE. Louisville, kentuckv : Chev- rolet, others. Additional jingles mentioned by va- rious stations include: Kool. Fab. Cam- el, Vel, Ajax. Halo. Royal Crown Cola. Super Suds. Tenderleaf Tea. Cavalier. Station reaction to ASCAP s collec- tion letters has been understandablv irate. Here's a sampling of how some per program stations handle ASCAP claims. WAVE. Louisville: "If the writer is an ASCAP member but the agency or sponsor owns the copyright and per- formance rights we do not pay ASCAP for the use of the music. If the agency informs us that the performing rights belong to ASCAP. we pay for use of the music on our monthly report to them." WHAS. Louisville: "To date we have refused payment on all of these jingles, advising ASCAP that rights are con- trolled either b\ the agency or the cli- ent." WDRC. Hartford. Conn.: "We ask the agencies for clearances. If the\ admit ASCAP domination, we pay AS- CAP 2%, although ASCAP claims we should pay 8ri . Our contention is that this use is 'theme' use, which calls for the 2% pavment rather than the full rate of 8' , ." Several of these statements by station executives should disabuse those agen- cy people who feel ASCAPs wrangle with stations over license fees is none of the agency's (or client's) affair. Some stations already forward their ASCAP bills to the agenc\ concerned, for payment; probably more will do so if the squeeze becomes tighter or more persistent. Or agencies and clients may face an- other kind of assault on their pocket- books. The program director of one large station suggests this possibility: "Regardless of how vou slice it, if the sponsor does not control such music, he will eventually have to pay for it through increased rates. The answer is absolute control oxer his trademark music ' * « * 64 SPONSOR YOUR OPPORTUNITY For Big Sales Increases in Southern New England WTIC OFFERS 5 ^TOP-FLIGHT SHOWS For Immediate Sponsorship One just sold and five to go! And go they will too, for each of these half- hour programs is a sure-fire sales- builder. Now on sustaining, these big production, network talent shows are waiting for the advertiser who wants to take advantage of a tremendous ready- made audience in one of the nation's richest markets. Cost? Surprisingly low! For full de- tails . . . rates and ratings . . . pick up your phone and call your nearest Weed & Co. office, today MONDAY 7:00-7:30 P. M. S. S. VAN DINE'S FAMOUS PHILO VANCE Sparkling Mystery Adventure * * * TUESDAY 7:00-7:30 P. M. Radio's Biggest Point-per dollar Value BOSTON BLACKIE Thrilling Detective Drama * * * WEDNESDAY 7:00-7:30 P. M. EVERYBODY'S FAVORITE The Wayne King Show Outstanding Audience Builder * * • THURSDAY 7:00-7:30 P. M. RENE DUNNE — FRED MacMURRAY BRIGHT STAR Action-filled Comedy -Adventure * * * FRIDAY 7:00-7:30 P. M. "The Sweetest Music this side of Heaven" THE GUY LOMBARDO SHOW Tops in Musical Showmanship! * * * SATURDAY 9:30-10:00 A. M. Famous Robin Hood of the Range The Cisco Kid A Saturday Morning Natural! 5 NOVEMBER 1951 65 Morning Man HOWARD "CACTUS" WILKERSON'S "RECORD RANCH" 7:15-8:30 A.M. — Mon. Thru Sat. Arkansans like good Western Music . . . and they really go for Howard "Cactus" Wilkerson's morning roundup of tunes, time and temperature before they head for work. (Little Rock city bus line reports peak hours of passenger travel from 7:30 to 8:30 A.M.). Whatever you're selling . . . from .Apples to Rippers ... let "Cactus" tell 'em and sell 'em! Still some time avail- able . . . but 't won't last long! Phone, Write or Wire GLENN ROBERTSON, Manager, KV J.C, for Details and Availabilities . . . or roniacl RADIO REPRESENTATIVES, INC. CANNON ON RADIO/TV {Continued from page 37) ranging from hath mats to pot holders to muslin sheets, totalled $137,000,000, zooming up in 1950 to a magnificent $175,000,000. Sales were this high in 1950 as much as anything else because of scare buying which followed out- break of the Korean war. Most white ii Is 1 1 ;u l< -l <■ i - licli('\c sales for Can- non and other firms will not be as good this year. It was to move the Korea-swollen inventory on retail shelves that Cannon first tried radio last spring. After un- dergoing its baptism on the air with spot TV and "Tandem" radio, Cannon then switched to its present network shows for strategic reasons. Raymond Browne, account executive at Young & Rubicam, which handles Give and Take for Cannon, explained the logic of the AM move this wav: "First of all, we wanted a daytime show. While the Tandem Big Show, Screen Directors' Playhouse, and the rest do an excellent job, we wanted an early show directed at the housewife audience. "Secondly, we wanted a radio show- where the commercials could be inte- grated smoothly. Give and Take seemed to fit that bill very well. Not only do we have regular commercial spots to sell towels, sheets and hosiery, but it also gives us the chance to offer Cannon goods as prizes, the jackpot being 60 pairs of nylon stockings. "Thirdly, we wanted a radio show that could give us local flexibility. Now, whenever a local department store has a big promotional sale on of Cannon sheets, towels or hosiery, Can- non makes available a local station cut-in on Give and Take, with the local announcer plugging the particular product the store is boosting. On the 13th of October, for instance, R. IT. Macy cut in on Give and Take to pro- mote the sale of its towels in New York. "Finally, we wanted a warm sales personality, with an established follow- ing, who would enhance the prestige of the Cannon Mills trademark. John Reed King seemed ideal, since he has taste and entertainment value, and had formerly done wonders for Toni. While some people consider the quiz show passe, we believe an original mind like King brings needed improvement to that form of show. Altogether, we're l ei j li.i|i|i\ with him." Robert Lansdon, account executive at N. W. Ayer, which handles Cannon's participation in The Kate Smith Hour, explains the TV move this way: "Firstly, we believe a 15-minute TV show gives better sales coverage. In our experimental 20-second TV an- nouncements, we felt there wasn't enough time to tell the full Cannon sto- ry. Our present two one-minute com- mercial spots on The Kate Smith Hour provide more elbow room. "Secondly, we left the use of spot TV for the very practical reason that it was almost impossible to buv an- nouncement time at favorable periods. "Thirdly, we felt a participation show would be most economical. The Hofstra Study indicated that TV par- ticipation shows actually produce bet- ter results at the lowest cost-per-thou- sand. "Fourthly, we felt Kate Smith would be ideal to reach the davtime house- The Ward Baking Company offered a free calendar to put its name before more St. Louis customers, and received 27,036 mail requests within three weeks at a cost per inquiry of only three cents, on THE HOUSEWIVES' PROTECTIVE LEAGUE Most sales-effective participating program . . . anywhere! 66 SPONSOR wife audience we wanted. She has a top rating, is one of the best sales peo- ple I know, and has a nice, homey qual- ity. Women listeners can project them- selves in her personality — a down-to- earth, friendly singer who has won the respect of millions." Commercials for both the radio and TV shows are integrated neatly into the format, and are handled with in- telligence. For Give and Take, the Young & Ru- bicam personnel who lend their guid- ance include Harry B. Carpenter, ac- count supervisor: Wilson H. Kierstead. merchandising executive; Mildred Black, copy supervisor; and Edward Snowden, program supervising direc- tor. John Reed King does most of the selling, aided by Bill Cullen, known on the show as "The Professor."' Ed Snowden points out: "There's a pleas- ant humor to the commercials that blends nicely with the show. And, speaking of humor, we never have trou- ble getting enough Brooklynites to serve as contestants. I'm sure the Brooklyn Chamber of Commerce has its good-hearted representatives infil- trating every quiz show. Or so it would seem." Generally, the ad agency presents King with a guiding outline for the commercials; he ad libs the rest. In- terestingly, although towels, sheets, and hosiery get an equal play, the plugging of the long-established sheets and tow- els adds eminence to the hosiery, which is a relative newcomer. As Account Executive Browne points out, "Wom- en, who've long used the Cannon sheets and towels, are delighted to learn this reputable name also can be applied to stockings. The prestige of those two veteran products, so to speak, contrib- utes lustre to the newcomer." This thinking is reflected in that part of the commercial when King says: "Oh, Professor! . . . Any woman would be happy with Cannon Nylon Stockings —because they're the nylons a gal can trust! They have to be — since they're made by Cannon, famous makers of Cannon Towels and Cannon Sheets." This is also indicated in the singing commercial that goes: GIRL SOLO: Cannon Nylons are nylons a gal can trust. 4 GIRLS: The sheerness of you! GIRL SOLO: You mean Cannons of course. 4 GIRLS : The neatness of you ! 5 NOVEMBER 1951 Mi/ top value Sbryottr 7V')) shed a broad light on the nations mul- tiple-set and out-of-home radio listen- ing. One of the most thorough diary studies yet made, ARB caught all lis- tening by having its 3,500 respondents carry their diaries around with them. Now for a close-up <>n each of these recent developments : WHDH, Boston, Survey. Boston radio station WHDH. a 50,000-watl independent, took the Jul\ L951 Pulse report on Boston and went on from there. The station already knew that out-of-home listening was up over the \ear before — Pulses February 1950 survey showed 10.9' < of the total audi- ence listened outside the home, but b) February 1951 the report showed 13.1 'y . In the summer similarly, there was a jump from August 1950 when Pulse placed out-of-home listeners at 14.7% to the 15.6% figure for the cur- rent July 1951 study. What WHDH wanted to know was exactly where this out-of-home listen- ing took place and how much went on. Also: Are station and program pref- erences different than when the listen- er is at home? Do those who own TV sets have the same listening habits away from home as those who don't? Is there "escape" listening on radio to get away from TV? Do non-TV set owners carry their out-of-home radio listening habits into the home after they buy a television set? WHDH went after a sample to match the magnitude of their questionnaire. They pulled 6.263 sets of answers by running advertisements in four Bos- ton papers with a combined circula- tion of 900,000. The incentive to an- swer all these questions was an offer of 20 Motorola radios for the best final line to a jingle. The stations sponsorship of this survey was hidden carefully from re- spondents. The ads were placed through an advertising agency, replies were sent to a Post Office box number, and all returns were handled by the Reuben H. Donnellv Corp., which it- self did not know the surveys sponsor. These are WHDH s key findings on the basis of questionnaires received from 473 cities and towns in 56 coun- ties of six New England states. First of all. 95.7' < of those who answered reported out-of-home listening at some time. As for the "where" of listening. To a time buyer who never heard of Smulekoff s AN Icelandic COUPLE vacationing hereabouts heard a WMT commercial on the 10 p.m. news and bought two complete living room suites from the sponsor next day. Shipping tags on the crates set a new high in tongue-twisters: from Smulekoff 's to Reykjavik. A GI in the Pacific caught a vagrant airwave and ordered a cedar chest shipped to his girl in Louisiana. His letter was addressed to the Lane cedar chest store that advertises on WMT in Cedar Rapids. The order was duly executed. Smulekoff's is a furniture store in Cedar Rapids whose management first saw the light in 1940, after a schedule of spots on our favorite station brought customers traipsing in from the hinterland. Two years later Smulekoff's moved into a six-story skyscraper (Iowa skies scrape easy) and twisted our arm for regular sponsorship of the 10 o'clock news, with 20 supplementary spots a week. The results were, to use the locution of an advertiser concerned about the effect of too much enthusiasm upon rates, only gratifying. Annual volume is now almost eight times that of 1940. (Reserved note: Good management had a lot to do with it. Increased purchasing power figured. Higher price-levels contribute. We don't claim all the kudos.) But Smulekoff's "frankly gives WMT full credit for the extended trade territory which results in a high percentage of our total volume and for the dominating influence on our immediate trade area." This recital is not offered to promote, necessarily, the Reykjavik market or the possibilities of skip signals. Iowa needs no embellishment, and we suggest that you consider (1) its S4 billion annual cash income and (2) the effective manner in which WMT taps it. 5000 WATTS, 600 KC REPRESENTED NATIONALLY BY THE KATZ AGENCY BASIC CBS RADIO NETWORK 5 NOVEMBER 1951 69 Cleveland's CHIEF Station moves merchandise from dealer's shelves. Top talent, promotion, plus Greater Cleveland's strongest signal sells for WJW advertisers. Got a merchandise moving job? Get availa- bilities NOW from— CLEVELAND'S STATION BASIC ABC 5000 W. N WJW BUILDING CLEVELAND 15, OHIO REPRESENTED NATIONALLY BY H-R REPRESENTATIVES, INC. n ANY DAY OF THE WEEK * n MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY WREN TOPEKA Can Lick Your Sales Problem (In Topeka) *and twice on Sunday. ABC 5000 WATTS WEED AND COMPANY National Representatives it looked this way: No. of Place Respondents % Automobile 3,846 64.1 Neighbor's home 1,813 30.2 Bea< h 1,661 27.7 ( .in.,-,. 1,517 25.3 At work __..1,240 20.7 Backyard 981 16.4 Restaurants 959 16.0 Other 781 13.0 It was the amount of listening that really served as an eye-opener. A whopping 46.4% of the respondents reported over six hours of out-of-home listening per week! Another 31.2% listened between three and five hours a week. Portable radios were owned by 78.3% of these people, while 42.5', had automobile sets; TV sets were in the homes of 46.3% of those answer- ing. Answers to the question "what sta- tion do you listen to most away from home?" brought a grin of satisfaction to the face of Bill McGrath, managing director of WHDH. The final tally showed that 57.0% of the respondents listened to WHDH most when away from home. This was far and away the most frequently mentioned of Boston's five stations, the next in line boasting a modest 15.7%. Questioned about WHDH's unusu- ally strong showing in out-of-home popularity, managing director Mc- Grath told SPONSOR: "I suppose it all started five years ago. A program format not unlike that of WNEW's was instituted — news every hour on the half-hour and three or four good disk jockeys scattered throughout the day. For example, Bob & Ray were devel- oped here and programed for four years prior to NBC 'discovering' them. Everything we have done has been with tin- idea of establishing a strong 'per- sonality' and a friendly, alert, and tightly produced programing. "Our music, for example, follows certain broad rules. When a program is first agreed upon, very careful at- tention is given to selection of records. They must be popular, good arrange- ments, non-irritating in any part, and the records must have no surface noise. We spent considerable money to de- velop the finest high-fidelity reproduc- ing equipment available. The added brilliance gives a character to the sig- nal at 850 that makes it stand out from other stations." Music, news, and sports have been key elements of the WHDH program schedule. It has carried highly suc- cessful broadcasts of the Boston Ked Sox during the summer, substituting 70 SPONSOR college and pro football, pro basketball, and hockey during the other seasons. This kind of programing has proven most attractive to out-of-home listen- ers— especially motorists. According to Mary McKenna, time- buyer at Benton & Bowles, the music and news stations like WHDH have a better chance away from home than do network affiliates. In a speeding auto the sound level of a dramatic pro- gram is such that the story is hard to follow and soft-spoken words are lost in the general noise of driving. Com- mercials on local stations are not lost in the same way because the commer- cial announcer pitches his voice so that it's easily heard above normal driving noises. Commenting on the WHDH survey, timebuyer Frank Silvernail of BBDO remarked, with characteristic under- statement: "I think it was an interest- ing study. It just goes to prove what I've always believed — that there's a lot more out-of-home li5tening than peo- ple think. I wish more studies of this kind were done." The Pulse, Inc. Slapping a measur- ing rod on out-of-home radio listen- ing is nothing new to Pulse. It started doing this kind of survey two-and-a- half years ago when WNEW got curi- ous about the true size of its audience. Since then Pulse has sent its research- ers into some 150 bars for WBNX (New York) and at one time had 30 investigators patrolling intersections in New York to record auto radio listen- ing. In its latest survey of New York, made this August, Pulse found that sets-in-use during weekdays started off with a meager 0.5 at the early hour of 6:00 a.m. But as New Yorkers began rising and driving to work, sets-in-use rose steadily: 2.7 at 7:00 a.m.; 4.7 at 8:00 a.m. Out-of-home listening in Gotham dropped slightly then for the rest of the morning, averaging between 3.5 and 4.5 up to the noon hour. Dur- ing weekday afternoons, sets-in-use hovered between 4.0 and 5.7 — with the peak at 6:00 p.m. when workers were homeward bound. Evening out-of- home listening ranged between 4.5 and 3.5 right up to 11:00 p.m.. failed to dip until 11:30 when sets-in-use fell to 2.6. Weekends are strong out-of-home listening times. On Saturday, for ex- ample, out-of-home listening among New Yorkers reaches a substantial 5.7 A QUARTER-CENTURY of FARM BROADCASTING "Listener loyalty" is the phrase most appli- cable to Pioneer Station WGY's 25 years of farm broadcasting. During this period of WGY's 29-year history, the 603,660 rural radio families, in addition to the thousands of city-dwellers who have gardens in the 17th State*, have relied on WGY's farm broadcasts for valuable advice and information. WGY is writing history every day with its farm programming; adding more remote broadcasts to the 600 already conducted; receiving more mail to add to the staggering 1,000.000 pieces already received; and visiting farms and 17th State farmers to gather material for more transcribed broadcasts. WGY's first farm broadcast was "The Farm Paper of the Air," which has "gone to press" 8000 times since November, 1926. (This Spring the last 15 minutes of "The Farm Paper of the Air" was opened commercially). Soon after this inaugural farm broadcast, "The Farm Forum," a public service program heard every Friday evening at 8:30 P.M., and featuring leaders in agriculture, industry and government, was started. Both these programs have since become a cornerstone of WGY programming. *The population of the W G\ area exceeds the popula- tion of .12 states. Typical of WGY's listener loyalty is this crowd which watched a Farm Paper of the Air broadcast from the station's Farm Broadcasting Exhibit Booth at one of New York State's courity fairs this summer. THE CAPITAL OF THE 17th STATE A GENERAL ELECTRIC STATION — Represented Nationally by N8C Spot Sales 5 NOVEMBER 1951 71 ]>\ 10:1)0 a.m., ranges between 5.3 and 0.7 all afternoon. Peak out-ol-home listening occurs at 6:00 p.m., with a drop ik * Wonder if Owen D. Young would look as good today if he were just now trying to do his stuff? * * * ROUNDUP (Continued from page 49) the Parade were Kukla, Fran and 01- lie, Hawkins Falls, The Wayne King Show and Ernie Simon. The pooled telecast was seen on Chicago's WNBQ, WBKB and WENR-TV and was pro- duced by Andy Christian in coopera- tion with ABC, NBC, WBKB, and the Community Fund. DuPonts Cavalcade of America told the story of Traveler's Aid on their production, "No One Is Alone"; Pet Milk's Fibber McGee and Molly (in person) opened the Chest campaign in Omaha on 9 October; and Esso's Alan Young show, as in the past, de- voted special attention on one program to a Community Chest message. * * * Briefly . . . The second volume of "Best Televi- sion Plays of the Year (1950-51)" ed- ited bv NBC's television casting direc- tor, William I. Kaufman, will be out in November or early December under the Merlin Press imprint. The book will contain the best of the TV drama crop as submitted to Kaufman by network and independent stations throughout the country. Kaufman, 28 years old, is the co-author of "Your Career in Tele- vision." * * * The Ohio Association of Broadcast- ers recent fall sales and management conference featured these key speakers in the broadcast advertising industry: Norman Glenn, editor and publisher, SPONSOR (1951 Radio Advertising Sell- WFBR FAMILY PROMOTION! PACK LOCAL AMUSEMENT PARK! b\99esl 1 fomtty W ^pttckr;_„ootv»er dveftis»n« Families all over Baltimore listened to WFBR's advance promotion for WFBR "Family Day" at Gwynn Oak Park. They believed what they heard — and then acted! Family after family stormed the park! WFBR is proud of this record-breaking pro- motion— proud, too, that it is Baltimore's real "family station"— the station whole families listen to, enjoy and trust implicitly. Yes, we have the Hoopers, too — in some cases startlingly high. But more than that — we have the confidence and solid loyalty of Baltimore families! Ask any WFBR representative or John Blair man to tell you about it. B fAM^ RAVIO STATION ABC BASIC NETWORK • 5000 WATTS IN BALTIMORE MD. REPRESENTED NATIONALLY BY JOHN BLAIR & COMPANY 5 NOVEMBER 1951 15 ing Techniques) ; Maurice Mitchell. \ ice president. Associated Program Service (The Pitch— 1952 Model!; Dave Baylor, general manager. WJMO. Cleveland (The Patient Survived); \1 in i a\ Grabhorn, managing director, NARTSB (How I Would Try to Sell Your Station Locally and Nationally). Other keynoters: Ben Chatfield. news director, WMAZ. Macon: Robert J. Burton, vice president. BMI: Elmer \\ aj in*, sales manager. WJR. Detroit, and Dr. Kenneth Baker, president Standard Audit and Measurement Ser- King Midas Feed Mills. Minneapo- lis, have bought a 12:45 to 1:00 p.m. show. Harvest Hands on WDGY, 50,- 000-watt LBS affiliate in that city. The QYhalJJo IJouOxpecl JvadioOfwertuinq <€*3)o&oryou9 1. Move product. . . . creale store traffic. 2. Build prestige. 3. Improve dealer-manufacturer relations. 4. Impress stockholders. 5. Improve public relations. 6. Cement employee-employer relations. 7. Supplement printed media advertising. 8. Carry main advertising burden. 9. Identification! (who — what — where] WWOD 1390 2-3441 WWOD highlights advertisers' key air usages WWOD. MBS in Lynchburg. \ a.. has come forth with an interesting pro- motion card that asks advertisers "'What do you expect radio advertising to do for you?" (See above. I Harvest Hands new $30,000 buy for King Midas broadcast purchase, said to be around $30,000, features this live-talent West- ern show five times weekly plus hour long personal appearances and remotes from different stores in Minnesota and Wisconsin towns every Saturday. * * « The Havens & Martin stations in Richmond (WMBG, WCOD-FM, and WTVR I combined the Tobacco Fes- tival promotion with WMBG-NBC sil- ver jubilee. 20.000 yardsticks handed out on the streets of Richmond read "The Silver Jubilee on WMBG and IS BACK! 52 thrill-packed half-hour stories of the fabulous rogue made famous by Orson Welles in "The Third Man." Send for audition. LANG-WORTH DISTRIBUTING CORP. 113 West 57th Street, New York NBC; 25 Years of the Best in Radio." Other side of the yardsticks read: "The Three Pioneers of Virginia: WMBG. WCOD-FM, WTVR." The yardsticks were handed out by young ladies dressed in colonial costumes. Two weeks before the Tobacco Festival, sta- tion identification included: "Measure our 25 years of broadcasting progress i>\ your hours of listening enjoyment." ■X- * * NBC and Station WDSU. New Or- leans, celebrated their affiliation re- cently with the network show, Way Down Yonder, originating from Bru- latour Mansion, home of WDSU. Net, station luminaries mark WDSU-NBC tie Among those present ( see photo be- low ) : Robert D. Swezey, WDSU gen- eral manager; Ben Grauer. NBC an- nouncer and the shows guest m.c: H. W. Slavick, WMC, Memphis, general manager; Paul Hancock. NBC station relations director; Louis Read. WDSU commercial manager. * * * LONCINES [Continued from page 31) ing the firm alive at a time when few people could afford a watch. In the 1940's. there was the tight supply problem of the war years and the ne- cessity of keeping the brand-name alive until suppiles grew better. Then, more recently, there has been the all- out advertising battle between firms like Longines-Wittnauer — who import and pay taxes on jeweled, unadjusted movements from Switzerland — and do- mestic firms like Hamilton and Elgin who constantly lobby to get the import taxes raised. Through these ever-changing cycles, Lonnincs-W ittnauer has leaned more and more on broadcast advertising as a solid base for its advertising. Ad budgets for Longines-Wittnauer are usually close to 7Vl>' ' (>f die antici- pated net sales, and have grown as net sales have grown. However, radio 76 SPONSOR There's More SELL on UJRIU RICHMOND VIRGINIA 910kc-5kw ABC AFFILIATE • National Representatives EDWARD PETRY & CO., INC. the key station of the keystone state . . . Harrisburg, Pa. and TV portions of the advertising appropriation have shot ahead in geo- metrically progressive leaps. From be- ing a minuscule portion of the ad budget in the 1920's, the air advertis- ing dollars grew to constitute about one-third of the total budget during the 1930's, about half in the 1940's, and nearly three-quarters today. Ob- viously, the institutional approach of Longines-Wittnauer on the air has been found to pay off handsomely. However, the firm's first plunge into broadcasting was an exceedingly small one. It happened in February, 1927, when a WJZ announcer went before the station's soup-plate mikes to voice what amounted to an advertising stunt for the watch firm, then just plain A. Wittnauer & Company. It was a "sponsored" time signal — radio's first — and the beginning of a long-standing '*The more individual station sales pro- motion effort ihe faster BAB will pros- per for the industry as a whole and put us all in the driver's seat again. " ROBERT S. KELLER Sales promotion rep IS. Y. romance between the firm and airsell- ing. The Wittnauer firm (which changed its name later to Longines-Wittnauer in a 1936 reorganization) began slow- ly to follow up this lead. Not wishing to spend any appreciable amount of money in a then-untried medium, the watch firm began instead to make "barter deals" in radio. Wittnauer would install a set of chronometers and give everybody a watch. The sta- tion would, in return, give sponsored time signals. The watch firm didn't realize it then, but it was really get- ting a bargain. (Bulova, incidentally, caught the scent of this in late 1927, moved in on a cash basis, and quickly outstripped Wittnauer in using time signals. To- day, these time breaks on AM and TV are the backbone of Bulova's $5,000,000 advertising campaigns, and Longines-Wittnauer never caught up in this category, eventually dropped time signals.) Slowly, and then with gaining speed, Wittnauer began to expand its time signal operations. By 1929, it was in most of the key radio markets with fairly extensive spot schedules. By 1936, when the second half of its hyphenated name was added, Lon- WML Summer is over and this gal's vacation is through It's "Back to Work" time and that means buyers for you. New dresses, new outfits, gals need dozens or more. Plus lipstick and hair soaps, all things that females adore. As shoppers they're smart so when out buying they go, They only spend money on products about which they know. So don't let them miss you, why be left out in the cold. Buy time on WSPD, Toledo, where your story is heard when it is told. 5 NOVEMBER 1951 77 gines-Wittnauer was buying extensive time signal breaks in 26-week cycles on such key stations as WOR. They stuck to short, simple, institutional copy. Around that time, too, an an- nouncer named Frank Knight started doin- Longines-Wittnauer time signals on WOK. little realizing that he was starting out on what has wound up as a full-time career of voicing Longines- Wittnauer commercials. So far, Longines-Wittnauer was causing verj little in the way of a stir in broadcasting circles. Most of its budget was going into magazines, newspapers, direct mail, other media. Longines-Wittnauer time signals cov- ered only some one dozen markets at most, and none of the campaigns were in the nature of a "saturation." Be- sides, Bulova had most of the choice time signals sewn up tight. Then as, admen who have worked closely with Longines-Wittnauer re- call, the idea came for a new approach in the watch firm's radio tactics. Fred Cartoun and the Arthur Rosenberg agency, at that time the watch com- pany's ad counsel, began to talk up this idea: spot programing, of a digni- fied, musical nature. Credit for this plan is sometimes mentioned, incidentally, as going to Mrs. Fred Cartoun. since she has al- ways had a great fondness for music. However, once the idea was planted. Fred Cartoun began to build on it. The result, on the afternoon of Sun- day, 6 April 1941, was the official de- but of the Longines Symphonette in the 5:30 to 6:00 p.m. spot on WJZ. then key New York outlet of the old NBC Blue Network. It started as a live musical group of some 13 strings under the baton of Mishel Piastro, famed concert violinist of the New York Philharmonic. The show was owned and produced entirely by Lon- gines. The musical numbers were sim- plified versions of classical and semi- classical orchestral works. Frank Knight was picked as the commercial announcer, after an audition. The debut was successful, and right then and there Fred Cartoun decided that this was just the thing that Longines air advertising needed. The program was dignified, which • ••••••• "People aren't interested in what's in your product until they know what's in it for them." HOWARD W. NEWTON V.P.. Danccr-Fitzgeraltl-Sample • ••••••• was in keeping with Longines' adver- tising claims of "The World's Most Honored Watch," and it provided a perfect tie-in: "The World's Most Honored Music." While somewhat on the long-hair side, the music was far from "high-brow," and was aimed at popular, non-jazz taste. Having found the air advertising gimmick it needed, the next problem facing Longines was what to do with it. Network radio in 1941 was out of the question for Longines' budget. The answer was obviously spot radio — but how? A method was needed, and a method was found in transcriptions. The teaming of the Longines Sym- phonette and a recording studio was + + + + + t + + + + + + + + + + + + + + + -+++++++++++++++- Mister PLUS, the smithy, stands Beneath the chestnut tree, Holding in his sturdy hands A vast community: "MBS has STRONGEST GRIP On Home-Town U.S.A. Eleven-million listenership Is platinum — not hay!" -the difference is MUTUAL! + + + + + + + FOR DETAILS. THE MUTUAL BROADCASTING SYSTEM • NEW YORK 18. N.Y. + + + + + + + to mean real success. On 28 September, 1941, the Lon- gines Symphonette switched its "origi- nation' 'to WEAF, New York, and be- gan to go heavily into the recording business. Meanwhile, the Longines- Wittnauer ad agency began to go quietly on the prowl for good half- hour time slots on some 50 or 60 sta- tions. During that season, station busi- ness was slow, radiomen recall, and most station managers welcomed the idea of the half-hour shows with open arms. Meanwhile, the Symphonette was undergoing some interesting changes. From its original nucleus group of a dozen or so, it began to grow to a con- cert orchestra of some 30 men. Since the program was exclusively Longines' own house-produced show, its output began to fill a big library in the watch firm's own headquarters. By 1946, the Longines Symphonette was one of radio's largest spot program operations, being aired over more than 100 stations. It was in that year that two other interesting developments surrounding this musical series took place. The first was direct proof that the show sold Longines watches. In fact, it sold them so well that jewelers were forever running out of them, and al- locations had to be set up. To reduce the pressure, the watch firm — which had been plugging Wittnauer watches rather patronizingly as the "sturdy and dependable Wittnauer, companion piece to the famous Longines" — be- gan to put more and more of the radio emphasis on Wittnauer. ( This has even- tually blossomed into a full-fledged air campaign on CBS radio for this lower- priced line, which competes directly with Bulova, et al.) The second big development took place on the night of 5 November 1946, at Symphony Hall in Boston. There, the Symphonette group played its first big public concert to a paying audience, and went over with a bang. This made quite an impression on Longines-Wittnauer, who didn't really know what to do with this aspect of the show until last year. In the meantime, the Symphonette made other public appearances at pri- vate concerts in New York's Carnegie Hall during the summers of 1947, 1948, 1949 and 1950. To these con- certs were invited the jewelers who were attending the annual National Retail Jeweler's Conventions. Like 78 SPONSOR KCMO reaches 33.4% of all Mid- America radio homes tuned to Kansas City stations— a share of au- dience larger than any station heard in the area. Get proof— get the facts on Mid-America radio coverage from the Conlan "Study of Listening Habits" in Mid-America. Parts 1 and 2 of the 3 -part continuing study are ready now. Write on your letterhead to KCMO 50,000 WATTS 125 E. 31st St., Kansas City Mo. or THE KATZ AGENCY NO television! KGVO - Missoula 5000 w —CBS — 1290 kc only competition 250 w — NBC — 1450 kc KANA -Anaconda only station 250 w — Ind. — 1230 kc Good Producers Both ! 76e Ant Ttfafa Station Gfl||6UM 5000 Watts 250 Watts Night & Day Night & Day MISSOULA ANACONDA BUTTE MONTANA THE TREASVRE STATE OF THE 48 the annual Christmas albums of re- corded Symphonette numbers then being sent to the trade, these were real prestige-builders for Longines-Witt- nauer. The concerts played to packed houses and Longines' speakers stressed the fact that the Symphonette was a selling vehicle. ( What eventually hap- pened as a result of these successful public dates will be told a little later in this report. I The year 1948 stands as an impor- tant one in the history of Longines- Wittnauer's air advertising. It was in this year that the Columbia Broadcast- ing System, which had eyed the lucra- tive spot billings of the Symphonette for years, persuaded Longines to be- come a network client, final big step in their air growth. *'If you want to reach people below average income in the bigger cities, you just can't do it through magazine ad- vertising. Radio, on the other hand, does reach these people — and nearly all of them. We turn to radio as a means of reaching this group." H. A. RICHMOND General Supervisor Metropolitan Life Insurance Co. • ••••••• (It was also in this year that the watch firm left its agency, Arthur Ro- senberg, to go to Victor A. Bennett.) CBS landed the Longines business by some clever salesmanship. Know- ing that the watch firm likes to feel that it's getting a lot for its money, CBS went in and sold hard on the cost-per-thousand aspects of network radio. As a trial, Longines contracted, through its new ad agency, to sponsor the live Festival of Song, Sundays at 2:00 to 2:30 p.m. on CBS, keeping the majority of its spot radio intact. A few weeks later. CBS was back with another pitch. This time, the sug- gestion was to pull out of spot radio and apply the spot dollars to selling Wittnauer watches with a second CBS half-hour musical show. Longines went for the idea, and dropped the axe on its spot radio soon thereafter. On 26 December, 1948. Longines- Wittnauer moved Festival of Song into the Sunday, 5:00 to 5:30 time slot, and filled the vacated slot with a sec- ond show, Festival of Music. This show, actually the Longines Sym- phonette with another name, kept to this title for a while as the spot con- tracts ran out. The prestige musical vehicle came into its own, however, on 13 March 1949. On that date, the TWO TOP CBS STATIONS two m SOUTHWEST MARKETS ONE LOW COMBINATION RATE KWFT WICHITA FALLS, TEX. 620 KC 5,000 WATTS KLYN AMARILLO, TEX. 940 KC 1,000 WATTS When you're making out that sched- ule for the Southwest don't over- look this sales-winning pair of CBS stations. For availabilities and rates, write, phone or wire our representatives. National Representative* JOHN BLAIR & CO. 5 NOVEMBER 1951 79 early - afternoon show became the // ittnauer Choraliers I first major air promotion for the secondary line). The late-afternoon show became the now- recorded Longines Symphonette. Ex- cept for earned hiatus and some jug- gling in time slots, the firm has been a two-program CBS network radio ad- vertiser ever since. Longines-Wittnauer soon started to move in on another new field: CBS network television. Its foot-wetter was a one-shot, hour-long Thanksgiving simulcast in 1949. This was followed by TV-only one shots and special events, including election returns, Thanksgiving and Christmas shows in 1950, and two special-events coverages of the MacArthur activities in 1951. In June of this year, the Longines Chronoscope, a talky, non-controver- sial current events show directed by Alan R. Cartoun, was added in the Monday 11:00-11:15 p.m. slot on CBS-TV. This has since been expanded to a Monday. Wednesday, Friday line- up on some five live outlets and about nine kinescope markets. A special Thanksgiving Day one-shot is planned this year on CBS-TV, from 5:00 to 6:00 p.m., featuring the performers from the two radio shows. During 1950, Longines decided to use some of the flexibility afforded by its vast recorded library, and went in for a low-cost, gift-season push on ABC radio. Using recordings in disk-jock- ey fashion, with introductions bv Frank Knight, the Symphonette s steady announcer, Longines aired their classical music show from 2 October 1950 to 28 December 1950 on ABC, in the 10:35 to 11:00 p.m. slot, Monday through Thursday. Added to the two CBS radio shows, and the five-a-week airings of the Symphonette on WNBC I sole surviving spot program opera- tion), this gave Longines-Wittnauer the startling total of over 11 radio pro- gram hours a week in New York (less elsewhere by five hours) during the holiday season. As the lineup now stands for No- vember, 1951, the Symphonette is heard via tape recordings on CBS ra- dio, Sundays, 2:00 to 2:30 p.m. The Wittnauer Choraliers are heard live on Sunday nights, 10:00 to 10:30 p.m., "Television combines ihe irresistible appeal of moving pictures with the con- venience and time-coincidence of home entertainment. It has the advantage of the movies without the drawbacks." GLEN McDANIEL President, RTMA also on CBS. Chronoscope is scanned for three quarter-hours weekly on some 14 CBS-TV stations. Thanksgiv- ing and Christmas TV one-shots are planned, and the TV will be expanded again shortly. All in all, it's a healthy network lineup. The rating history of these shows clearly establishes their effectiveness. For instance, the Pulse weighted re- ports for July-August 1951 covering 16 leading radio markets give Longines Symphonette on CBS about a 3.7. Not a startling rating, of course, but look how it compares to such similar "pres- tige" musical shows as Voice of Fire- stone and Telephone Hour. In this ++++++ ++++++++++++++++++++++++++++++++++ +++++++++++++++ + + r + + + r + + + t + + + t- + + + + f + + + + + + + + + + Mister PLUS Mister PLUS, Town Crier, says: "We've got good news for you! News listening here is up — oyez! They love our newscast crew.'" MBS is FIRST FOR NEWS- With listeners and sponsors! So if it's news you plan to use, Here's where to put it on, sirs! -the difference is MUTUAL! + + + + + + +FOR DETAILS: THE MUTUAL BROADCASTING SYSTEM • NEW YORK 18. N. Y. + + + + + + + 80 same report, these two programs got, 1 espectively, a Pulse average of 6.2 and 6.3. Estimates of the radio-only pro- duction costs of these latter two shows are about $7,500 to $10,000 apiece. sponsor's estimate of the per-program talent costs of the waxed Longines Symphonette, based on knowledge gathered from recording officials and the musicians' union, is slightly under $3,000 apiece. Thus, the Symphonette delivers about half of the audience of the other two shows, at about a third of the cost. Pulse figures show that the lacklus- tre Longines Chronscope does well in the rating category. In the July-August Pulse, Chronoscope got a Monday- night 9.3 average for six TV markets, showing that it inherits a sizable au- dience on Mondays from the Studio One slot which precedes. This com- pares nicely with the ratings of the similar but more expensive Meet the Press for the same period, which got a 7.3 average, two points lower than the less-expensive Longines show. Longines-Wittnauer has not forgot- ten spot radio. The lucrative New York City jewelry market is spot-sold via the Monday through Friday, 7:00 to 7:30 p.m., Longines Symphonette, also taped, which WNBC won away from WOR. Also, a revived dealer-placed e.t. campaign is under way. By salvaging music from its Symphonette recordings the watch firm is offering a low-cost 26- week series of 15-minute transcriptions called the Longines Musicale. These open-end disks, which actually are a musical series of a few years ago, are available gratis to dealers, who then place them locally and pay for the time. Clearances, to avoid conflict with the Symphonette, are subject to the watch firm's O.K. Jewelers have been quick to snap them up, and they should be running in most major radio markets by Christmas. The hottest new trend in Longines promotion (in addition to stepped up hand-outs of Longines on radio and give-away shows) is the final out- growth of the earlier public appear- ances of the Longines Symphonette. As a trial run in 1950, Longines O.K.'d booking of the group on a 12- week swing from New York to the Rio Grande Valley through Jack Adams & Company. It was a completely self- liquidating tour (paid admissions only), but Longines was quick to in- sist that all publicity, billing, promo- SPONSOR tion, etc., bear the name "Longines Symphonette." Now, since 8 October, the 31-piece group has been on a 14-week road tour, playing 120 concerts in 98 cities, and making a wide swing from Penn- sylvania and Ohio through the North- central states, down to the Gulf Coast. The public reaction to these concerts has been so great that Longines-Witt- "We have to remind sponsors of TV's high eosts and point out to them that, although the girl may look very good in mink, someone has to pay the fur- rier." JOHN KAROL V.P. in charge of sales, CBS nauer plans a fancy 22-week tour for 1952. In late October. Cartoun got the fol- lowing letter from Clarence E. Cramer booking agent for the Midwest leg of the Symphonette tour. It attests to the popular success of its concerts, which play mainly in small communities. "Monday night and Tuesday, I was with the orchestra at Galesburg, 111., where a capacity crowd simply would WMRY SELLS, NEW ORLEANS i GREAT NEGRO MARKET WMRY programs to more than ^4 million Colored people throughout Southern Louisiana, Mississippi, Alabama and Northwest Florida. not let them go at the end of the con- cert. Nightly it is the same story- three encores at the end, and Mishel dismisses the orchestra during heavv applause seeking the fourth encore." The promotional value of these con- certs is enormous, since they add vast- ly to the "prestige" of the radio-TV shows at practically no cost. Merchan- dising possibilities are endless, and the watch firm and its dealers are going all-out with supporting promotions. Riding the crest of this successful air advertising and city-by-city promo- tions— backstopped by a $500,000 campaign in magazines, supplements, direct mail and trade advertising — Longines-Wittnauer is still ahead. It has proved, by dint of trial and error, of experimentation and refinement, that advertising "dignity" can be equated with sales "dollars." * * * Trie ONt D.RcCT APPROACH TO NFW ORLEANS' LARCEST MAJOR MARKET TV CODE (Continued from page 29) emblem may or may not make the dif- ference, the skeptics concede. They admit Hollywood has successfully en- forced self-regulation by penalizing its own bad boys. But Hollywood is a co- hesive and tight small group. Adver- tising is a sprawling affair. One doubt- ing Thomas at CBS thought any code offered as much temptation to cheat on over-all quality by meticulous defer- ence to unimportant small rules rather than a stimulus to genuine upgrading. Conceding that TV programs need improving, he still declined to enthuse about any set of rules. "That's the easy way," was how he expressed his reser- vation. Advertisers will also be interested to know that the present expectation of NARTB is to spend a considerable bundle of cash promoting the code via paid space. This is in recognition of the cynicism factor and the more recent grumbling of the articulate public generally. Obviously, the implications of the code multiply as the examination pro- ceeds. Every serious-minded sponsor- ing official should, in sponsor's opin- ion, get hold of the full text (write Oscar Elder, NARTB. 1771 N Street, N.W., Washington 6, D. C. Because television has so many "vision" problems that had no exist- ence in radio, much attention has to be given to these new hazards. Ad- vertisers will not fail to register, right FORD NELSON One of WDIA's many famous personalities Another Renewal From PUREX For WDIA, Memphis! Yes, In October PUREX started Its fourth continu- ous 13 week rponsorship of 15 minutes of Ford Nel- son's ■Glory Train" (Mon. thru Fri.). Thus PUREX continues to sell the 44% Negro segment of Mem- phis- 394,000 population and the 489,000 total Negroes in WDIA BMB counties. Case histories and Hoopers' prove that WDIA completely dominates in selling this important portion of the Memphis market. The 5 other Memphis stations split up the white audience. Join now the trend set by such important national advertisers as Lucky Strike, Bayer Aspirin. Shinola. Brooks Foods, Taystic Bread, Colgate Dental Cream. Super Suds and many others! Make a note to get the full facts on WDIA from us or our representative. Increased sales for your product will make you glad you did! City •HOOPER Memphis, RADIO Tenn. AUDIENCE INDEX Months: May-Sept. 1951 Time S* ts WD A B C D E F G Mr" 8AM-6PM 13.4 25 0 23.6 17.3 13.0 10.8 4.9 4 » MEMPHIS VVDIA TENN' John E. Pearson Co., Representative SEPARATE BUT EQUAL WERD Proves A Moot Southern Point in Atlanta . . . '"Separate but equal", — that famous phrase heard but seldom seen, came true. Hooper-wise for WERD in May, 8:00 AM to 12 Noon- Monday through Friday. WERD'S Hooper Audience share equals the beet station in Atlanta today. Here are the Hoopered facts: WERD — 23.2 Station A — 23.2 Station B — 19.7 Station C — 10.6 Other AM and FM — 23.2 WERD is the most economical radio buy in Atlanta. 860 on every Atlanta dial covers the area shown below 1000 watts Write for proof of performance. Represented nationally by JOE WOOTTON Interstate United Newspapers, Ine. 545 Fifth Avenue New York 17, N. Y. ■WERD is Negro owned and operated. 5 NOVEMBER 1951 81 off, that the code contains adverse mention of "stationary backdrops or properties showing the sponsor's name or product.'" This has been one way admen have hern coiivertin" their TV programs into one long commercial. or at least an entertainment performed inside the proscenium arch of lettered advertising. The code doesn't say so right out, but there is a hint to the wise that the thing is being over-done. Ma\ be when the singer sings the blink- ing sign over his or her head should stop peddling patented pabulum. One New York radio-television vice president was quick to point out this basic business fact: most sponsored network programs today are controlled and produced by networks rather than advertising agencies. Thus the NARTB Television Code Review Board would. in many cases, be pointing the accus- ing finger at the webs in their role as packagers. "Remember." he added. "TV smut isn't the agency's fault. Our commercials are clean. The smut is contributed h\ the network's pet staff comics." \i ii l\ .ill admen \\ ho reacted at all seemed to take the need for a TV code for granted. Some did muse on the implications of crackdown. One sales executive reacted to sponsor's query in this vein: "Don't ask us. We don't know. Tell us what to think." As to that, it does seem a legitimate part of the story to characterize the TV code as a surprisingly robust lion's roar compared to earlier mouse - like squeaks. This code is much longer, more detailed, more forthright, more courageous. With the machinery for processing complaints (new) and the emblem of respectability (new) and the threat of throwing hooligan adver- tisers or entertainers to the bluenoses ( new ) , the present document is wholly different in nature, scope, and com- mitment. The code is the product of some 10 conferences, under NARTB auspices. Thad Brown, Jr., as the trade associa- tion's counsel and TV director, attend- ed them all, had much to do with the expediting. Admittedly a deliberate, long-planned answer to industry critics, the code is in four main sections, each the baby of a separate sub-chairman and each cast in its own literary style. The over-all chairman was Robert • ••••••• i'Broad appeal is inherent in the term 'mass medium. ' A mass medium must concern itself with the common denomi- nator of mass interest." — FRANK STANTON President, CBS • ••••••• Swezey of WDSU-TV, New Orleans. Eugene Thomas, TV Board Chairman of NARTB, participated in most of the code meetings. It had become increas- ingly evident that outside control could be a real threat if the industry lacked the imagination, energy, and guts to formulate a plan of its own — and pronto. Of interest to advertisers is the in- tensive study the Swezey committee made of the censorship problems and techniques in radio, films, and book publishing. Especially pondered was the Motion Picture Production Code, dating back to the 1920's. Moviedom +++++++++++++++++++++++++++++++++++++++++++++++++++++++ Mister MacPLUS, in kilts of plaid, Can pipe one ballad clear: "Let ithers take the high road, lad, Ye'll profit r-r-richer here!" For canny THRIFT, it's MBS! Here, by the MacPLUS Plan, A client can get more for less; Canny? You bet he can! ■the difference is MUTUAL! + + + + + + +FOR DETAILS THE MUTUAL BROADCASTING SYSTEM • NEW YORK 18, N. Y. + + + + + + + has long bestowed, and occasionally withheld, a "seal" or "emblem" at- testing a passing grade of purity, the device now adopated for TV. Probably most advertisers would not realize how old a practice is code- making among showmen. Sometimes as in the rowdyism period at Percy Williams' Colonial Theatre at Broad- way and 63rd Street the code was, in reverse, to protect the performers from the audience. Usually the codes, local in force, protected the "family" audi- ence against the over-the-line joker or the over-sexy soubrette. Back at the crude dawn of vaudeville 30 years ahead of radio the theatremen washed to wipe away the stigma of beer gar- den and honky-tonk. They envisioned a reputable "family" vaudeville, even for a time "family" burlesque. The old B. F. Keith vaudeville circuit was for- ever revising and publicizing (to the profession) its own list of outlawed words, phrases, jokes, and pieces of stage businesses. That venerable crack, "Mother is home sick in bed with the doctor," was solemnly banished by Keith. So was, "She was taking a tramp through the woods." Vaudeville suffered, as television today, with pansy gags, plumbing allusions, com- ics who leered up at passing pigeon, and leered down at plunging quail. The preamble and opening section of the code is the work of a sub-com- mittee headed by NBC's Davidson Taylor. In re navel engagements it says, "The costuming of all performers shall be within the bounds of mod- esty, and shall avoid exposure of anatomical detail (sic) as would em- barrass or offend home viewers." This Davidson Taylor section of the code would, by itself, constitute an effective public relations document im- pressive to parent-teachers, clubwomen, churchmen, and other good folk. Add to it the news-and-controversy section devised by Harold Hough of WBAP- TV, Fort Worth; the commercial reg- ulations devised by Walter Damm of WTMJ-TV, Milwaukee; the enforce- ment blueprint drawn up under Para- mount's Paul Raibourn and the re- sultant impact, public relations-wise, sems sure as taxes. It would be coy to deny that a pri- mary objective of the code is to smother by spectacular action various alarming trends to outside-the-industry policing. One of these was Senator William Benton's advocacy of an in- stitutionalized panel of citizen-critics. 82 SPONSOR The industry detested the idea, and so did the FCC for other reasons. One purpose of the code, therefore, is to protect TV against a "Citizens' Ad- visory Board." Now that the code is finished, and presumably certain of final implemen- tation (there will be an enforcement staff in Washington, facilities for monitoring telecasts, storing kine- scopes, analyzing audience mail ) the question may be put. sans malice, whether Benton himself, or any dis- tinguished private citizen-critic of his nomination, would dare on their own go further than, or as far as, this NARTB code goes? One presumes to doubt it. For them to do so, from the posture of the determined unpaid fault-finder, might well arouse pro- found Congressional suspicion. At the moment the code is "just words." If it is argued that the code is not entitled to real respect unless and until it is fully adopted by all or most TV stations and effectively en- ¥ it e i<: If the rating on our completed 13 Craig Kennedy mystery shows starring Donald Woods, filmed especially for television, does not beat the rating of any mystery-detective TV show at end of 13 weeks (comparable time) in any city, we offer your sponsor 2nd run at no charge for show. Immediate Delivery first 13 i/v-hour TV films completed Adrian Weiss Productions present CRAIG KENNEDY CRIMINOLOGIST Starring DONALD WOODS as CRAIG KENNEDY with Sydney Mason and Lewis G. Wilson Available For National-Regional or Local Sponsorship LOUIS WEISS & COMPANY 655 N. Fairfax Los Angeles 36, California Phone: WEbster 5287 Write-Wire-Phone • Screening Prints Available forced the answer, of course, is of course. Obviously this code can only be judged, in the end, by the intelli- gence and integrity of its enforcement. The code will not be an easy way of life for lazy program producers, sloppy script writers, take-anything sales directors, or for comics who de- light in shocking. The code may even run up expenses on the reasoning that conformity will demand better and perhaps therefore better paid crafts- men. The main point is that TV badly needed self-regulation and now has it, that all advertisers must benefit in the end by what in the end benefits the medium. In TV as not in radio, actual showmanship has been vested in the networks and stations because nobody- else can afford to maintain studios, lights, camera-chains, technicians. Meanwhile, as a public relations ac- complishment here is, one suspects, the NARTB'S maiden appearance in the big time which shouldn't hurt Hal Fel- lows. This code has probably rendered all the 1951 works of Jack Gould. John Crosby, Rex Lardner. Harriet Van Home and Ben Gross obsolete. It may also have rendered Senator Benton's air remedies obsolete. * * * MR. SPONSOR ASKS (Continued from page 47) The number of homes reached is un- doubtedly a useful figure but not at the expense of the rating. Possibly both figures should be given. Dr. Sydney Roslow Director The Pulse, Inc. New York We find that a majority of our clients do favor homes reached measures in ad- dition to or in- stead of simple percentage rat- ings. The) recog- nize that there may not be an exact relation be- tween such variables as station time charges and increasing saturation levels on a market-by-market basis, #UADC/r/ES ROCK ISLAND • MOLINE EAST MOLINE • DAVENPORT o unique combination of ^f- cities in 9 stotes-on the Mississippi River The Quad-Cities is humming like a 4-motor plane. Famed as the "Farm Implement Capi- tal of the World" this metropolitan area is also home of the Rock Island Arsenal, plus 300 other diversified industrial plants. The Quad-Cities is humming with production and likewise with retail activity. Use WHBF to sell your goods to Quad-Citians whose Effec- tive Buying Income per capita ranks 14th among 162 metropolitan areas. WHBF s e 1 1 s t o ft QUAD- CITIANS! WHBF TEICO BUILDING, ROCK ISLAND, ILLINOIS Represented by Aver y -Knodel. Int. Les Johnson, Vice President and Manager PRONATION Your product gets merchandising plus when you advertise on KDYL-TVI Mr. Jay Coordinated calls by KDYL-TV's 3- man merchandising team to brokers and retailers, plus strategic placing of these eye-catching "bulls-eye" dis- play pieces — with your product attached — means powerful mer- chandising support. Write for details, or see your Blair man TODAY. Salt Lake City, Utah National Representative: Blair-TV, Inc. 5 NOVEMBER 1951 83 WTAL 5,000 Watts Full Time tt; — -— — - — ■ ' — -■■™7 — — *~ ■ — ■;%■■ -g John H. Phipps, Owner L. Herschel Graves, Gen'l Mgr. FLORIDA GROUP Columbia Broadcasting System National Representative JOHN BLAIR AND COMPANY Southeastern Representative HARRY E. CUMMINGS FOR QUICK, EASY REFERENCE TO YOUR COPIES OF SPONSOR get the beautiful SPONSOR binder al only $ 4 BINDER ORDER FORM SPONSOR 510 Madison Ave. New York 22 Please send me Binder holding 13 is- sues and bill me later. NAME FIRM ADDRESS CITY ZONE STATE □ $4 one binder □ $7 two binders and that related to cost, the homes reached unit of measure is more mean- ingful to them. However, Videodex is in the best position to provide its clients with a true circulation figure. First of all, its figures are projectable since the sample is representative and distributed over the full transmitting radius of a mar- ket and not confined as is personal interviewing and coincidental phone checking to the urban confines. Secondly. Videodex offers a panel of homes so that cumulative audience measures may be derived. For exam- ple, Philco Playhouse, over a four- month period had an average Video- dex rating of 36.9. Videodex cumula- tive rating was found to be 64.2, rep- representing the total number of dif- ferent homes reached. Expressed in homes reached based on current esti- mates, this would represent a net in- crease of 3,623,174 homes, which would apply more realistically to cost- per-thousand comparisons than a simple average rating. Videodex goes even further by pro- viding average viewers per set which, coupled with a homes reached projec- tion, permits a cost-per-thousand view- ers to be obtained. The so-called '"popularity rating*' concept is satisfactory and useful ex- cept for one major problem: many television homes are already in the "overlap areas"; and these homes should be counted as viewers. How- ever, there is no way to define the number of television homes that could have been viewing the particular pro- gram. For example, a program may be telecast on WKZO in Kalamazoo and not on WLAV in Grand Rapids. In conclusion, the "number of homes reached" is the valuable statis- tic: it facilitates placing costs on alter- native packages of television (or other media) on a comparable basis. As the supply of television facilities increases (perhaps through UHF) the percent- age ratings based on "total U. S. TV circulation" will be more meaningful and useful. In the meantime, percent- age ratings based on the "number of homes that could have seen the pro- gram" (i.e. popularity ratings) must be used with caution. Allan V. Jay President Jay & Graham Research, Inc. New York RED CHANNELS (Continued from page 33) gation involved, some pressure groups would be sure to cry, 'They're all Com- munists!' I know that many artists are gullible and innocently join or per- form for 'front' organizations. But that doesn't mean they're members of the Communist Party or spies. To be perfectly democratic, yet safe from hiring genuine Communists, I have my man at the Carl Byoir Public Rela- tions Associates clear any suspect per- formers in advance." Straus's account executive, at Carl Byoir is Reavis O'Neal, a politically astute public relations man. "I don't stop hiring a man just because his names in Red Channels," O'Neal ex- plained. "Nor do I accept accusations of pressure groups. If a so-called 'controversial personality' is ready to declare through his union that he's not a Communist. I will accept his word." "What if Red Channels or a pres- sure group contend he's lying?" O'Neal was asked. "The day we stop accepting a man's word as being given in good faith," said O'Neal, "then we start accepting Gestapo thought-police." t/'-iiMiiiNrri/ group falls to solve Ret! problem Last May, a seemingly feasible plan was worked out by a committee repre- wyi 5 4 Reasons Why ^M The foremost national and local ad- vertisers use WEVD year after ^5 year to reach the vast iMt Jewish Market "^* of Metropolitan 'Now ^orlt ^^0 I. Top adult programming a^t^M 2. Strong auoSence impact W^*j 3. Inherent listener loyalty 4. Potential buying power Send for a copy of "WHO'S WHO ONWEVD HENRY GREENFIELD Managing Director WEVD 117-119 West 46th St., New York 19 84 SPONSOR senting the American Federation of Radio Artists, the American Associa- tion of Advertising Agencies, the As- sociation of National Advertisers, the National Association of Radio and TV Broadcasters, and the major networks. Briefly, this was the procedure devised : 1. Any radio or TV performer may voluntarily make a statement about his political affiliations, which would be kept locked up and confidential by AFRA. 2. Any employer or prospective em- ployer may ask to see such a state- ment, or ask to have one made by a performer, if he cites: (a) An identifiable source (Red Channels would be one) (b) Who has made a public accu- sation (presumably an Ameri- can Legion Post) . 3. The employer makes his request for a statement to Fred Gamble, presi- dent of the AAAA. 4. Gamble transmits this request to A. Frank Reel, National Executive Sec- retary of AFRA. 5. Reel in turn requests a statement, if he already hasn't one, from the per- former, who may refuse if he likes. 6. The statement is then transmitted back to Gamble and from him to the prospective employer. While this safeguard appeared to be a step in the right direction, unfortu- nately it does not seem to have worked in practice. A spokesman for AFRA told sponsor that "only 24 statements have been made to us by performers," and a spokesman at the AAAA report- ed "only four employers have asked us to get statements." Both agreed, "This inactivity means little progress has been made." Many of those interviewed by SPON- SOR stated that they would like to see a strong, practical plan for sorting the wheat from the chaff among accusa- tions. It was felt that the industry TWO are better than ONE KLIX IS KLICKIN' with ABC and MUTUAL Ask AVERY-KNODEL needed some form of internal protec- tion— both against Communists and against hysterical accusations. Said one veteran radio man: "This industry has fought to stay free of government control for 25 years. To allow private blacklisters into the picture now is to risk our freedom. Particularly at a time when a Bill Benton can suggest that radio and television be censored, we must take steps to police ourselves." It was pointed out that the appar- ently successful establishment of a TV code (see page 27) among telecasters provided a recent precedent for co- operative action — within the industry and without benefit of government or outside interference. Are mass loyalty oaths the answer? In June last year, station KFI, Los Angeles, became the first broadcasting entity to institute a loyalty oath. CBS followed suit in December 1950, when it asked its 2,500 employees to sign loyalty statements similar to those re- quired of applicants for civil service jobs in the Federal Government. Some industry figures believe that this device may help contribute to the public impression that radio and TV are being safeguarded against Red in- filtraters, but its actual validity is considered doubtful by many. Dr. Henry Steele Commager, well known and well publicized professor of Amer- ican History at Columbia University, recently called the loyalty oath "a fat- headed, feeble-minded solution to a complicated problem." First, he said, the loyalty oath has negligible value as a protection against subversives, because Communists will not hesitate to perjure themselves if it suits their purposes. Furthermore, it encourages mediocrity, because persons who re- fuse out of principle to sign such an oath may include the sort of dissenters and non-conformists who are "the very kind of people we want to build loy- alties around." So far, KFI and CBS have each been compelled to fire a stenographer. Both girls said they were arch-Republicans, but they refused to sign the oath be- cause they considered it an "invasion of our privacy." John K. M. McCaf- fery, m.c. of We Take Your Word, also refused to sign the CBS statement on religious grounds. However, Joseph Ream, CBS executive vice-president, made an exception in his case, be- IN MONTREAL it's Ask the man who knows best — the local ad- vertiser on CFCF. Best proof that he gets prompt action at the cash register is the fact that Over a 3 -year period local advertising on CFCF has increased 260%. National advertisers, too, can bank on CFCF. For Canada's FIRST station has the coverage, the listenership, to do a real selling job in the rich Montreal market area. U. S. Representative— Weed & Co. Mr. Stan Schloeder Ruthrauff and Ryan, Inc. New York City- Dear Stan: Bizness is alius good in th' home- town uv WCHS, but hit's agonna be even better! Yes- sir, Stan, Carbide an' Carbon is agonna build a 'leven milyun dollar 'dition ter thur plant down th' river frum Charleston. West Virginny! They's already got mil- yuns an milyuns 'vested here, so hit shows they knows a good thin ivhen they sees hit! Now thet big new plant is agonna 'spearment with coal, an hit's bound ter mean more money fer folks ter spend 'round here — an' goodness knows iIk", spends a lot a' ready! So, th' WCHS area is agonna be richer then ever, Stan, and arr station gives yuh more uv these well- paid lisseners then all ih' other four stations in town put tergether! Jest tho't I'd tip yuh off! Yrs. Aigy WCHS Charleston, W. Va. 5 NOVEMBER 1951 85 fi on nre with originality, versatility, initiative! My forte is radio-TV commercial copy. How can my 9 years' experi- ence benefit your organization? 3 years — 4A agency radio-TV- print copywriter for nat'l accts. 1 ! 2 years — Radio Director 4A agency. 2 years — Continuity Ed., Prog. Dir. radio station. 1] years — Own business (NY) merchandising-research for TV pro- grams (sales, contacts, promotion), own TV program. Personal interview recommend- ed. NYC only. Salary open. Call AT 9-1404 or MU 7-2167. Or write Box 1311, Grand Central P.O., N.Y. 17. Correction ! In a limited number of copies of the Ocl. 8 issue of Sponsor, there was an error in the Louis Weiss & Co. advertise- ment on page 78. The words "S& ond Run" should have been inserted under the word Tree". This advertisement referred to the new CRAIC KENNEDY MYSTERY SHOWS, starring Donald \\ oods, and now available to T\ advertisers through: LOUIS WEISS & CO. 655 No. Fairfax Los Angeles 36, Cal. cause ". . . to insist upon your sign- ing the questionnaire would be a ster- ile insistence upon form rather than substance." Whether this device has left CBS free of pressure group attack is open to question. Jack O'Brian, radio and TV reviewer for the Journal-American, who has served as a kind of unofficial hatchet man for Counterattack, kept pillorying CBS before the introduction of the oath as a "pink tea party." Af- ter CBS began oath-taking, O'Brian kept right on sniping. It would ap- pear, from this and other signs, that mass loyalty oaths are only a half-way measure at best. Can you afford to ianore tinti-Red blasts? Some radio and TV employers do just that, and they have found thus far that it does not injure their public re- lations. As was pointed out in spon- sor's J3 August 1950 article, "Viewer gripes are your tip-off to better pro- grams."' sponsors are more concerned with pleasing the mass of consumer fans, rather than organized pressure group fronts with axes to grind. More- over, as was indicated in the first of this series of articles, pressure group fronts create more bluster than genu- ine boycott action. Even with all the hullabaloo emanating from the Jean Muir case, General Foods' nation-wide Gallup Poll found that less than 3% of those questioned could relate the name General Foods or Jell-o with the name of Miss Muir. Two examples of the impotence of the letter-writing corporal guard claimed to be mustered by Counter- attack will illustrate: An executive at Young & Rubicam told sponsor: "A client of ours not long ago got excited, because some 60 letters came in attacking a performer on one of his radio shows. Most of them followed the jargon of Counter- attack. The sponsor at first wanted to have the performer dropped. But it was pointed out that the letters were mostly crackpot in nature, and that we received many more favorable letters about that performer every week. It worked. The sponsor intelligently rec- ognized there was a difference be- tween fanatics and continuous letters from satisfied consumer fans." In another instance, SPONSOR learned, a radio actor was cast for Death Be Not Proud on ABC, a show produced and paid for by the American Cancer Society. The day the show was to go on the air, the director of the program took him aside. "I've just been phoned by Counter- attack." the director said, "and they asked me to take you off the show, be- cause of your three listings in Red Channels. I think this demand is ter- rible, but I'll have to ask my boss at the Cancer Society." The Cancer Society declared that the actor should not be dropped, and afterwards, was quite happy with his performance and the audience reac- tion. The next day, this same actor was doing a show for Benton & Bowles, and told the executive there about the Cancer episode. "We get a list from Counterattack or the Legion every month," the agen- cy man replied. "If we paid any atten- tion to it, we'd never be able to carry on our work." Other radio and TV employers, how- ever, while repudiating Red Channels and Counterattack, believe that some safeguard is necessary, if only to off- set any anti-Red hysteria that may arise in the future via activities of Congressional committees. The need for some form of safe- guard was emphasized to sponsor by Donald Stewart, advertising manager of the Texaco Company, sponsor of Milton Berle's Texaco Star Revue: "I don't believe in using Red Channels, because I consider indiscriminate blacklisting unethical. At the same time. I don't think sponsors should get involved in public controversies needlessly. What's needed is a measure more authoritative than Red Chan- nels." What admen say about usluy Red Channels Lou Straus, TV packager and pub- lic relations director for American Safety Razor Corporation, which WENE BINGHAMTON, N.Y. MARKET NOW 5000 * WATTS CALL RADIO REPRESENTATIVES, INC. 86 SPONSOR spends over $1,500,000 annually for radio and TV shows, including Robert Q. Lewis' The Show Goes On: "Red Channels and Counterattack, with their pressure tactics, are a menace to the freedom of the entire radio and TV industry. Big corporations, with their stockholders in all walks of life, today have a definite responsibility to democratic procedures, and a black- list is not democratic." An advertising spokesman for Snow- crop, sponsor of NBC's All Star Re- vue: "We don't use Red Channels, nor do we subscribe to Counterattack. To my mind, they're both highly mali- cious, with a touch of fanaticism. Who are these intemperate zealots to tell us how to run our business, or to tell us who is Red or not? I was on jury duty for two weeks, and I realize how dif- ficult it is to prove guilt. If they had accurate evidence to send a man to jail, like Alger Hiss, it would be different." George Abrams, advertising mana- ger for Block Drugs, sponsor of No School Today on ABC-radio, and Dan- ger on CBS-TV: "We don't use Red Channels or Counterattack. We don't like sticking our neck out. but still we see no reason why we should surrender our freedom to an unauthoritative group like the Red Channels outfit. Nor do we feel an unauthorized book- let should be accepted as the judge of whether or not a performer should lose his job." How use of a blacklist can backfire If a sponsor fires a performer on the unsubstantiated dictum of a private blacklister, his company may get as many boycott threats from irate con- sumers as from those who accept Red Channels and Counterattack as gospel. This was shown clearly by the after- math of General Foods' firing of Jean Muir. Mail a see 'stultification* as blacklist danger If radio and TV employers defer to the decree of a private blacklister, they HEADACHE? n*u film spot problems to TELEFILM Inc. Hollywood (28) Calif, since 1 938 are in danger of stultifying the de- velopment of the very air medium which brings them financial returns. This was the opinion of many astute industry observers. For years, radio has been accused of being exces>i\rl\ timorous, shivering every time a hand- ful of protesting letters are sent in. Now. at a time when many believe it must be more competitive, more ex- perimental, more gutsy, than ever be- fore, it is being asked to quietly ac- cept the authority of a censorious blacklister. TV. just emerging as a major medium, is also asked to stifle itself just when it needs new talent. William L. Shirer, author of Ber- lin Diary, and war correspondent, has been unable to get a job with the big networks and, most recently, left the Liberty Network, because of his list- ings in Red Channels. "I did have three or four TV and radio shows lined up," he told SPONSOR. "But, as one sponsor told me: 'Too controversial." My firm opposition to Communism can be found in the books and magazine articles I've written. I've spent many years reporting the facts in totalitarian countries. But I've never thought I'd live to see the day when a form of totalitarianism would be accepted in my home country." Executives, fearful of "taking any chances," have been known to go to ludicrous lengths. An announcer re- ports he won an audition to play the foil to radio's Ansiver Man. But by the time he got home from the audi- tion, there was a call awaiting him that said he did not have the job. He in- sisted on knowing whv. Finally, the frightened executive told him: "Be- cause your wife is reported to once have been a secretary for Frank King- don, columnist for the N. Y. Post." On the Cavalcade of America pro- gram, the word "revolutionary," used in connection with a boat design, was protested by a scared executive ; fought vigorously; and ultimately was com- promised at the less Bolshevick-sound- ing "radical design." But, as a reminder that there are many who have not abandoned their sense of balance, WMCA, New York, recently put up a sign which quotes a recent speech by President Truman before the American Legion. It reads: "When even one American, who has done nothing wrong, is forced by fear to shut his mind and close his mouth, then all Americans are in peril." * * * FACT.™ 1 . . . . that the Market Reports with Bob Riley on the KMBC-KFRM Team are among the greatest radio buys in the Kansas City Primary Trade Area! 2. BECAUSE — Market Reports on The Team are 3-tol favorites over any other radio market reporting in the Kansas City Primary Trade Area . . . 3. Further, the Kansas City Stockyards are "back in business" after the flood with greater activity, hence greater interest than ever before! 4. The 6:30 A.M. Market Reports and the 12:30 P.M. Market Reports, both with Bob Riley, are AVAILABLE FOR SPON- SORSHIP. Call KMBC-KFRM or your nearest Free & Peters Colonel. 6th Oldest CBS Affiliate ICFRIvl 7eam Programmed by KMBC 222 West Eleventh _ KANSAS CITY, MO. RADIO ONLY Sorry, No TV! That's right! Television is still a "thing-to- come" in these markets . . . SO — here, you've got Radio Listeners — who listen to — (OWL Great Locally! * ABC l8BSr Represented Nationally by JOHN E. PEARSON CO. Owned & Operated by SOUTHWESTERN PUBLISHING CO. Don W. Reynolds, Pres. Publishers of: Southwest Times-Record, Fort Smith, Arkansas; Examiner-Enterprise, Bartlesville, Okla- homa; and The Daily Times, Okmulgee, Oklahoma. 5 NOVEMBER 1951 87 SPONSOR SPEAKS_ Why we dislike Red Channels \\ hen sponsor began its behind-the- scenes probing of Red Channels we knew that we risked offending many readers. We were told that a number of people consider Red CJmnnels more good than bad because of the road- block it presents to sly Communist in- filtration; that any criticism we might level on Red Channels or its publishers would be construed as weakening the work of all anti-Communists. We considered this point. We weighed this against our abhorrence of indiscriminate censorship, tear-down of the democratic principle of innocent until proven guilty, unethical business practices (all of which Red Channels had been accused of frequently) and we decided to go ahead. Our objective, when we began, was not to attack Red Channels. Rather, an alert trade paper we wished to ex- amine the facts, and their consequences, for the benefit of sponsors seeking just means of dealing with talent accused of Red loyalties. If our articles (of which the one on page 32 is the third and last) lean heavily in the direction of what is bad about Red Channels it's only because the weight of our inter- pretations lead us that way. Since beginning our series the ratio of commendation to criticism has been about 10 to one. But among the crit- ics have been people for whom we have great respect. Perhaps some of them misunderstand our basic motives and conclusions. We hope that the forego- ing statements, and those that follow, will give them reason to change their opinions. Our study has convinced us that Red Channels does not provide the best safeguard. More than that, we con- sider its means of operation a threat to the freedom of broadcast advertisers. We question the validity of its sources (the Daily Worker is surely not "me- ticulously accurate"). We consider reprehensible its pressure assaults on sponsors (egging on its letter-writing corporal guard to exploit the sensitivity of advertisers) . What's more, we be- lieve the blacklisting tactics that it has advanced are just plain bad business procedure for radio and TV sponsor. We are in firm agreement with For- tune Magazine, which pointed out in a recent article ("What Mother Aldridge Might Have Sold"), that businessmen who knuckle under to the pressures of Red Channels are evading their moral responsibility to the democratic com- munity. As Fortune says: "It makes all the difference whether our business world merely pays lip service to the Bill of Rights and to such words as 'freedom' and 'non-discrimi- nation,' or actually lives by the princi- ples inherent in them." We understand that the book-pub- lishing industry, whose freedom of speech is now also threatened by Coun- terattack, the weekly periodical put out by the publishers of Red Channels, is seeking a unified course of action. It is time that the radio and TV industry, too, put up a bold, united front against private inquisitioners. Bob Kintner devised a simple logical solution. The AFRA-industry committee is a step in the right direction. But, regrettably, too few are employing the AFRA for- mula. It is hoped earnestly that more people in the industry get behind this group's efforts; and if its present pro- cedures do not seem to be working out, devise other constructive measures. Some safeguard against the insidious encroachments of Communism is need- ed, but indiscriminate blacklisting is not the democratic way. Applause The TV code About one month from now the TV Board of the NARTB will meet in Washington to place into operation a historic TV Code. TV stations, who showed an amaz- ing degree of unanimity in approving the Code last month in Chicago, will shortl) thereafter start displaying the Code "Seal of Approval" indicating llial llie\ Mibscribe to its linn, far- sighted principles and adhere to spc- cific findings of the six-man Review Board after appro\al b\ the i\ARTB TV Board. Mm new Code appears as somewhat of a miracle. To many an advertiser and broadcaster it appears to have sprung full grown (full of wisdom) from an industry that has not been noted heretofore for success with pro- gram policing. But despite appearances the TV Code is no miracle. It profits by the code efforts of the radio industry, by the mounting clamor (justified, too) of the public and Congress. Once in operation, with unself- ish backing by stations, networks, and sponsors, the future of the Code is as- sured. The big tests will come when the Review Board and the NARTB TV Board have made their first remedial decisions. Will advertisers, agencies, nri works, and stations back up their decisions? We think they will. This remarkable Code, which can mean much in TV's future, is what it is because a group of men gave unselfish- ly of their time and knowledge to put it into words. These men, headed bv Robert D. Swezey, WDSU-TV, New Orleans, were Harry Bannister, WWJ- TV« Detroit: James Caddigan, DuMont Network; Walter J. Damm, WTMJ- TV; Milwaukee; Clair R. McCollough, WGAL-TV, Lancaster; James C. Han- rahan. WEWS, Cleveland; Harold Hough, WBAP-TV, Fort Worth: Paul Raibourn, KTLA. Los Angeles; J. Leonard Reinsch, WSB-TV, Atlanta: Henry Slaviek. WMCT, Memphis: Da- vidson Taylor, NBC; Donald W. Thornburgh. WCAU-TV, Philadelphia. Working closelv with them were Eu- gene Thomas. WOR-TV and chairman of the board of NARTB-TV; Justin Miller, board chairman, NARTB; Thad Brown, director of NARTB TV section. 88 SPONSOR CRIPPS-HOWARD RADIO, INC. Representatives: THE BRANHAM COMPANY WNOX IS A BETTER BUY TODAY THAN EVER AND IS GETTING BETTER ALL THE TIME WITH • MORE LISTENERS THAN EVER (no television competition) • BETTER SERV- ICE AND PROGRAMS THAN EVER • HIGHER HOOPERS THAN EVER • BIGGER MARKET THAN EVER • MORE ADVERTISERS THAN EVER Again! WWDC is in total share of Washington audience Four straight months of Pulse surveys show WWDC second in total share of audience. The second two months of these surveys showed WWDC still further ahead of the third station in the highly competitive Washington market. This i> positive proof that at WW DCs low rales, it's really first — on a results-producing basis. It means that in Washington, your best advertising buy is W W DC. Just ask your John Blair man for the whole WWDC story. Tube: Maj through \ugust, 1951 <> KM. to Midnighl VEMBER • 50c Per Copy $8.00 a Year MSI' has come a long wan in 25 years. Ed It i/nn (pictured in lf)3ti with Graham MeNamee) has come 19 of them J * Timebuyers: underpaid, underplayed, overworked— p. 34 Report to Sponsors page *m Men, Money and Motives page 6 Mr. Sponsor: Samuel Sennet pa Midwest Radio Listening page 27 Rybutol: New Vitamin King Covers: from Flop to Hit page 36 Milestones in NBC's y5 Years page 38 How to Vary TV Film Commercials page 40 Agency Profile: J. M. Cecil page 58 Editorials page 88 ?*OG*« Al Tiffany-Agricultural Specialist— conductor of FARM WORLD TODAY A SPECIALIZED PROGRAM FOR A SELECTIVE MARKET. WW WORLD TODAY . . . Presenting all the basic, up-to-date information needed in the business of agriculture, to one of the greatest farm radio audiences in the Midwest. FARM WORLD TODAY, broadcast Monday through Saturday, 11:30- 11:55 A.M., is an example of WLS specialized programming for a large and important selective market — those people, men and women, whose basic economy is dependent upon agriculture. Conducted by Al Tiffany, WLS Agricultural Specialist, FARM WORLD TODAY boasts one of the greatest farm radio audiences in the Midwest. They listen for infor- mation essential to the business of agriculture . . . • New Crop Possibilities! • Forecast of important crop and livestock potentials! • Labor saving devices — weather — markets ! • Local, National and International news affecting agriculture! • Projects of leading agricultural organizations — including farm women groups! ... all important to all members of Midwest farm families because of the growing significance of possible war economy; heightened interest in market reports; ever present concern over weather conditions, and the need to keep abreast of the very latest agricultural developments. From your point of view, FARM WORLD TODAY offers tremendous commercial possibilities. Sold on an economical participation basis, this program's inherent prestige yields quicker acceptance and firmer belief in each sales message — begetting instant buyer action. Through years of service to the vast agricultural industry, by such programs as I ARM WORLD TODAY, WLS has emerged as the undis- puted agricultural leader in the Midwest — the result of planned program- ming and service by the largest informed agricultural staff in radio. Your Blaii man has complete details on WLS agricultural leadership F. C. Bisson, Market Specialist, presents latest market informa- tion on FARM WORtD TODAY The WLS rural market is bil and important, with 1,738' 370 radio families whos economy is so greatly di pendent upon agricultun This market consists of: 11.5% of the nation's cas farm income 8.1 % of the nation's farms O 9.1 % of the nation's cattle 15.6% of the nation's hogs 9.4% of the nation's poultr 890 KILOCYCLES. 50,000 WATTS, ABC NET WORK - REPRESENTED BY\,J0HN BLAIR & COMPANY Local use of air by public utilities is up Lever agencies have eye on regional nets Videodex report shows import of TV time slot $2,000,000 air campaign spurs rise of Rybutol New sales firm for TV film shows emerges Dunhill tests TV in 2 markets; radio test due Use of hard-hitting public relations air advertising on local level by public utilities is increasing (see page 32). No longer after mere "prestige," light and gas companies are out to buy ears with same cost-per-M awareness of P & G timebuyers. Local companies take cue from their trade group (Electric Companies Advertising Program) which sponsors "Corliss Archer" on CBS radio net work. ECAP has cut its cost-per-M from $5.75 in 1945 to $1.66 today . -SR- Lever Bros, agencies are making inquiries about regional networks for soap firm, SPONSOR learned at presstime. This is but one of many in- dications that advertiser interest in regional webs is growing because of low-cost, no-waste circulation advantages . -SR- Value of grabbing off favorable time period for TV show is dramatized by recent Videodex ratings of "Racket Squad" kinescopes in 5 single- channel markets. In Milwaukee, with 9:00 p.m. Friday time slot, show got 29.7 rating; in St. Louis at 11.00 p.m. Saturday, show got only 11.0; in Toledo, at 5.50 p.m. Saturday, rating was paltry 1. 9. But when Toledo kinescope was changed to new time (Saturday, 8:00 p.m.) its rating zoomed to 28.5. (One of best ways to get good time slot, many sponsors have discovered, is by negotiating with station directly. ) -SR- Latest meteor on drug-product horizon is Rybutol, B-Complex vitamin which is now spending ad dollars at rate of $2,000,000 for air cam- paign which includes MBS' Gabriel Heatter, saturation radio and TV in selected markets, and TV show on 8 ABC-TV stations. Razzle-dazzle of Rybutol firm (Vitamin Corporation of America, Newark, N.J.) is reminis- cent of medicine man style of Hadacol's Dudley Le Blanc — with impor- tant differences: (1) Rybutol pays card rates for air time, from all indications; (2) Product itself is genuine. Interesting sidelight in firm's use of high-pressure approach is that it believes doctors them- selves are being resold on vitamins via advertising (See article p. 50). -SR- You can expect emergence of more independent sales organizations rep- resenting TV producers and talent agencies who seek to market film packages. Most recent outfit arising to play this role is Consolidat- ed Television Productions, unofficially allied with KTTV, Los Angeles. Peter Robeck, sales manager, John Asher, sales promotion manager of Consolidated are opening office in New York. They'll represent pack- agers, push Consolidated's 2 filmed kiddie shows, "Cyclone Malone" and " Jump Jump . " -SR- Dunhill cigaret has 6-month test campaign running in Cleveland and St. Louis, according to local sources. TV and newspapers are under scru- tiny currently, with radio tests said to be planned as well for near future. Agency is Biow. SPONSOR. Volum" 5, No. 24, 19 November 1951. Published biweekly by SPONSOR Publications. Inc., at 3110 EIra Ave.. Baltimore, Mil. Executive. Editorial. Circulation Office 510 Madison Ave., New York 22. $8 a year in U. S. $9 elsewhere. Entered as second class matter 29 January 1949 at Baltimore. Md. postofflce under Act 3 March 1879. REPORT TO SPONSORS for 19 November 17)51 Rice quits over blacklist; agency denies charge Rough going ahead for NBC in Florida Pacific Olive readies $100,000 promotion Canada to get U.S. TV shows by fall, 1952 Schwerin holds 1,000th radio-TV test BAB issues fact-packed insurance report Complex problem of Red Talent accusations (Sponsor 8, 22 October, 5 November) came to fore again when Elmer Rice quit "Celanese Theatre," ABC-TV. Playwright told SPONSOR he wanted Paul Muni or Gregory Peck to appear in his "Counsellor-at-Law. " When they proved unavailable he sought one of 6 actors, whom, he alleges, Celanese agency rejected be- cause all are in "Red Channels." Ellington agency denied "political" blacklisting; as proof announces Alfred Drake, with 6 "Red Channels" listings, will star in Rice play 28 November. -SR- Strong objections to NBC's network reorganization plan voiced by the Affiliates' Committee at its New York meeting recently, were echoed at NARTB Third District meeting in Pittsburgh (12-13 November) where much of discussion centered on need for increasing rates rather than reduc- ing them. Said NARTB' s president, Harold Fellows, to 120 broadcasters assembled, "Radio is getting bigger and bigger." Growing affiliate resistance can only add up to bigger headache for NBC at its meeting later this month in Boca Raton, Fla. -SR- Spending $100,000, Pacific Olive Company of Visalia, Calif., will aim for high brand identification, stress quality in upcoming radio, TV, and allied campaigns. By first of year, AM campaign will be in 11 Western states. Peak of air drive comes Christmas week when 370 radio and TV announcements go on air. Station list includes 20 radio, 10 TV stations. To tie campaign together, print advertising will carry trademark character (named Ponchito) developed for TV. Abbott, Kim- ball, Los Angeles, is new agency for firm, got client so enthusiastic about new campaign it was launched ahead of schedule. -SR- Canadian television got strong boost when FCC recently gave AT&T Long Lines Department permission to build U.S. end of first international TV link between Buffalo, N.Y. , and Toronto, Ont . Start of interna- tional service is scheduled for 1952 (probably fall). It will coin- cide with opening of Toronto's first TV station, operated by govern- ment's CBS. Montreal will be added to Canadian TV picture some time in 1953. But don't expect TV stations in Canada's other widely-flung cities — Vancouver, Winnipeg, Halifax — for at least 4 more years. -SR- Extent to which modern advertisers rely on research was emphasized this month when Schwerin Research Corp. held its 1,000th qualitative radio-television testing session. Schwerin specializes in analysis of commercials as well as programing appeals, has own theatre near Radio City, New York, where cross-section audience groups are assembled. Thus far, reactions of 550,000 people have been accumulated in tests. -SR- Most recent BAB Retail Information Folder covers life-insurance firms. Like previous folders on clothing stores, furniture retailing, bever- ages, latest study is jam-packed with information for radio station salesmen, including dictionary of life-insurance terms. "This kind of thing is healthy for everyone," an insurance company account executive commented to SPONSOR. "It will help the radio boys really think con- structively when they come to sell us." Constructive promotion on ex- panded basis is planned following recent appointment of BAB promotion executives John F. Hardesty and Kevin Sweeney. SPONSOR (I ""JiS** "mf 0, neff* An independent survey of radio listening habits in the Red River Valley was recently made by students at North Dakota Agricul- tural College. The Survey covered 3,969 farm families in 22 counties within about 90 miles of Fargo. In answer to the question, "To what radio station does your family listen most?", 78.6% of the families said WDAY, 4.4% Station "B", 2.3% Station "C", 2.1% Station "D", etc. WDAY was a 17-to-l choice over the next station ... a 3^-Zo-i favorite over all competition combined!* It's the same story in town. Year after year, WDAY makes a run-away of the Hooper race, consistently getting a 3-to-l greater Share of the Fargo-Moorhead Audience than all other stations co7tibined! Truly, WDAY is a colossal radio buy in a stupendous farm market. Write direct, or ask Free & Peters for all the facts. ^Competition includes local studios of the other three major networks. WDAY • NBC • 970 KILOCYCLES • 5000 WATTS FREE & PETERS, Inc., Exclusive National Representatives li vw /n\ Wii DIGEST FOR 19 NOVEMBER 1 !».> I VOLUME 5 NUMBER 24 ARTICLES Kailio listeniny in the Midwest: spring. 105 1 Dr. Forest Whan's 14th annual surveys for stations WHO. WIBW show that radio listening is going up in the Midwest Rybutol: jet-propelled vitamin $2,000,000 radio, TV spot and network campaign, with razzle-dazzle touch, shot this vitamin product to No. I sales spot among B-Complex firms Public utilities on the air Member firms of Electric Companies Advertising Program are fighting "creeping socialism" via use of "popular" network AM program Timebuyers: underpaid, utulerrei'ognized An analysis of the timebuyers role in the agency, his salary, responsi bilities, brings to light fact that he is often under-appreciated Rayco I'loppetl on the air — came bach strong When women's appeal video formula failed, auto seat-cover chain bounced back with mystery-drama which proved highly effective ffoic many NBC milestones can yon recall? How high can you score in this nostalgic picture look through the 25 years since the birth of NBC? ffoic to blend film-commercial Iccftniaue.v Leading producer tells how to combine cartoon, live action, stop motion, other film techniques, for greater impact at low cost COMING Is 2© seconds lony enouyh to sell? SPONSOR has examined the use of station breaks by advertisers and their advertising efficiency. The findings may surprise you Public utilities on the air: part ff How local power companies use radio and TV to aid in building good will — and warding off government ownership A closenp of tbe researchers: part I SPONSOR is preparing a series which will examine in detail just how the various radio and TV researchers compile data. First article on Hooper 27 30 32 3-1 36 38 fO 3 Dec. 3 »ec. DEPARTMENTS MEN, MONEY & MOTIVES 510 MADISON MR. SPONSOR: SAMUEL SENNET NEW AND RENEW P. S. TV COMMERCIALS RAD.O RESULTS MR. SPONSOR ASKS ROUNDUP AGENCY PROFILE: J. M. CECiL SPONSOR SPEAKS 6 10 16 21 24 42 46 50 54 58 88 COVER: NBC was 10 years old when this pic- ture of Ed Wynn sitting astride Graham Mc- Namee was taken in 1936. Sponsor who bene- fited from popularity of these two early stars of radio was Texaco. Many sponsors have profited, many stars have risen in network's 25- year lifetime (see picture history, page 38). Editor & President: Norman R. Glenn Secretary-Treasurer: Elaine Couper Glenn Managing Editor: Miles David Senior Editors: Frank Rasky, Charles Sinclair Department Editor: Fred Birnbaum Ass't Editors: Lila Lederman, Richard A. Jackson Contributing Editors: Robert J. Landry, Bob Foreman Art Director: Howard Wechsler Photographer: Jean Raeburn Vice-President -Advertising: Norman Knight Advertising Department: Edwin D. Cooper (Western Manager), George Weiss (Trav- eling Representative, Chicago Office), John A. Kovchok (Production Manager), Edna Yergin, John McCormack Vice-President - Business Mgr.: Bernard Piatt Circulation Department: Evelyn Sate (Sub scription Manager), Emily Cutillo, Joseph ine Villanti Secretary to Publisher: Augusta Shearman Office Manager: Olive Sherban Published biweekly by SPONSOR PUBLICATIONS INC.. combined with TV. Executive. Editorial. Circulation and Advertising Olllres: 510 Madison Ave., New York 22. N. V. Telephone: MUrray Hill 8-2772. Chicago Office: 161 10. Grand Ave.. Suite 110. Telephone: Superior 7-9863 West Coast Office: 6087 Sunset lioulovard, I,ot Angeles. Telephone: Hillside 8089. Printing Office: 3110 Elm Ave., IS.-dtlmore 11. Md. Subscriptions: United States $8 a year, Canada and foreign $9. Single copies 50c. Printed in U. S. A. Address all correspondence to 510 Madison Avenue. New York 22. N. Y. Copyright 1951. SPONSOR PUBLICATIONS INC. SHREVEPORT HOOPERS ^oRN/*c ITS EASY, HEN YOU NOW HOW! March -April * 8:00 A. M. to 12:00 Noon ^l^e 2 Noon to 6:00 P. M. 6:00 P.M. to 10:00 P. M. 8 a.m.- 12 noon Mon. thru Fri. KWKH 'B' 12 noon - 6 p. m. Mon. thru Fri. KWKH B' 6 p. m. - IO p. m. Sun. thru Sat. KWKH B' MARCH-APRIL ■9*9 39.6 23.3 3I.7 297 42.5 28.9 MARCH-APRIL I950 44.6 25.2 4I.6 26.8 46.4 25.5 MARCH-APRIL* I95I 5I.8 20.I 45.3 2I.3 46.I 28.6 JL he chart above shows KWKH's fanciest and latest Hoopers — March- April, '51 — as well as those for the corresponding months of 1950 and 1949. Notice the big KWKH increases in five of the six "comparison" columns. In 1949 we were a solid first — Morning, Afternoon and Evening. In 1951 we tremendously increased our first-place Share of Audience over 1949 — up 30.8% in the Morning, 42.9% in the After- noon, 8.5% in the Evening! KWKH does the same kind of bang-up job in its tri-State rural areas, too. BMB Report No. 2 credits KWKH with a Daytime Audience of 303,230 families in 87 Louisiana, Ar- kansas and Texas counties. 227,701 — or 75% — are" average daily listeners" to KWKH! Get the whole KWKH story, today. Write direct or ask The Branham Company. KWKH DAYTIME BMB COUNTIES Study No. 2 Spring, 1949 * Latest available at press time. KWKH 50,000 Watts • CBS Texas SHREVEPORT f LOUISIANA The Branham Company ( L —1^ „ K ^ Representatives V. **r IM*Il»i*» Henry Clay, General Manager ^V-***"***^^ thaVs what you like about the South's Baton Rouge With retail sales in 1950 of $134,098,000.00— and effective buying income of $192,555,- 000.00 — Baton Rouge consti- tutes the kind of a market where \ our radio dollar produces. For ■ Hi (live coverage of this entire trading area, investigate WJBO, the station with the largest over- all audience. A NBC's/.} 5,000 watt affiliate in Baton Rouge, La. AFFILIATED WITH THE STATETIMES AND MORNING ADV0CAT8 FURTHER DATA FROM OUR NATIONAL REPRESENTATIVES GEORGE P. HOLLINGBERY CO. 6 by Robert J. Landry Not by bread alone — but with salatnn(i) Vicks Vaporub. a sainted name in spot, has just converted four "divisional" general managers into presidents, thereby emulating CBS and many another American corporation. Our American busi- ness hierarchy expands and waxes complex, demanding new and added symbols of deference and prestige. Divisional presidencies compare to system presidencies as marquesses or earls compare to dukes, and a latter-day vice chairman is a sort of honorarv prince, or cousin royal. It's all fairly exciting and wonderful for the elite and undoubtedly is a commercial mirroring of military example, now that brigadier generals, major generals, lieutenant generals, full gen- erals, and generals of the army stop short only of field marshal. * * * Titles of distinction, prestige and authority are more and more a formidable burden upon any trade-paper journalist. It is so easy to get mixed up as to who's who. Only a Chef de Protocol can dis- tinguish a vice president of the blood royal at J. Walter Thompson from a mere gang foreman with epaulettes. Throughout advertising agencies, there are publicity directors who are and publicity direc- tors who are not vice presidents, and if you think they're not highly aware I either way ) you don't know the disease of temperamental heartburn. * * * A word, now, on another form of commercial prestige — the in- creasingly widespread custom of bestowing annual awards and prizes in and to business. Generally, the recipients are remarkably ready to be flattered silly, taking it all deadpan. But once in a while, strange awkwardnesses creep into this business of attempting to praise businessmen. Thus the senior Rockefeller and the senior Ford often backed away from proffered honors. Their wealth and position made it almost impossible to accept awards without self-consciousness. * * * Note this: some of the awards in advertising go certain \ears to relali\el\ undistinguished recipients. V>u don't hear it mentioned around, but this is sometimes because the man really favored won't stand still for the spotlights, the photographers and the speeches. * * * Many years ago Variety bestowed a special plaque upon John k.. Hutclicns of ihe \r\\ \ oik Times for his contributions to the art ol radio criticism. Far from being delighted, the Times was palpably embarrassed. It was. presumable recognition for the wrong reason (the managing editor was anti-radio) and from the wrong source la trade paper that didn'l use good grammar). Not only did the Times never acknowledge the plaque in any way, but Hutehens wrapped it up and silenth took it home in a taxicab with the blinds draw n. i Please turn to page i'2 I SPONSOR there's a Everywhere you look, you see that the bright future predicted for film programs in television has already arrived. • Loul: at Hit schedules. You see film programs on every channel, every day and night of the week. • Look at the ratings. You see film programs among the leaders, with ratings of 20 and higher in individual markets. • Look at lln sponsors. Yon see film programs used by such big-time mln rtisers as Procter & Gamble, General Mills, Sterling Drug, Philip Mom-is, Bigelow-Sanford—and many others with mort modest TV appropriations. For you don't need a king-sized budget to use film on television. Film opens the door to efficient Spot Program advertising. You can place your film show in as few or as many markets as you need, when you're a Spot Program advertiser. You're never faced with those network budget-boosting "must" stations or mini- mum group requirements. Your film program can be of any type or length. There's comedy on film, and mystery, drama, homemaker, quiz, etc. They run from 5 minutes all the way to feature-length "movies." The pic- ture quality is consistently more satisfactory than kinescope recordings. And there's this added attraction. You pay no premium for all these Spot Program advantages. Spot rates are generally lower than network rates for the same time periods, over the same stations. The difference is enough to cover the extra film prints needed, their handling, distribution and other costs. in y our tv future If you ivant the total picture, just call any Katz representative for the full story on Spot Program television. You'll discover there's a lot of film in your television future. And you won't need a crystal ball to see that . . . You can do better nith Spot. Much better. ATZ AGENCY, inc Station Representatives NEW YORK • CHICAGO • DETROIT • IOS ANGELES • SAN FRANCISCO • ATLANTA • DALLAS • KANSAS CITY now great TV 2 major half-hour shows now available for local TV sponsorshi Here's a major development in local and regional programming— a chance for your station to gel olT to a (King start for the coming television year. Two big-time shows are now on film for sponsorship— "Tales of the Texas Rangers" and "Dangerous Assign- ment." Both are well-established from NBC Radio . . . both are ideal for local accounts who want a show of top network caliber but must work with a limited budget. These half-hour shows are red-hot, so start checking your prospects now! Write, wire, or phone todav for price and audition print. NBC-TV Film Syndicate Sales, 30 Rockefeller Plaza, New York City. Each Half Hour A Complete Story 5 sponsor identifications through provision for: • Opening billboard • Opening one-minute commercial • Middle one-minute commercial • Closing one-minute commercial • Closing billboard BC-TV FILM SYNDICATE SALES 30 ROCKEFLLER PLAZA, NEW YORK, N. Y. I "TALES OF THE TEXAS RANGERS" \ Authentic stories from the files of the Texas Rangers! Made to order for local advertisers with local budgets and top ideas. "DANGEROUS ASSIGNMENT" starring Brian Donlevy as "Steve Mitchell" international adventurer, fighting crime in a hackground of global intrigue. Donlevy follows through- sells time and products! When he "muscles in"— out goes the competition! we're, leaving la* year far behind! Who said the first nine months are the hardest? From January to Sep- tember of this year, almost 5,000,000 letters from faithful listeners poured into CKAC — more mail than in the entire 12 months of 1950! We've become experts at breaking our own records let us demonstrate how CKAC can break sales records for your product, too' I CBS Outlet in Montreal Key Station of the TRANS-QUEBEC radio group CKAC T MONTREAL 730 on the dial • 10 kilowatts Representatives: Adam J. Young Jr. - New York, Chicago Omer Renaud & Co. — Toronto lwtadison RED CHANNELS I have been reading with great in- terest— and great satisfaction — your excellent series of articles entitled "The truth about Red Channels." I realize that \ou are reporting your findings in an excellent objective way. 1 myself, working in the creative in- dustry which your magazine serves, cannot help but feel subjective in my dislike for any means which creates fear, judges men guilty before being given any chance to defend themselves to subversive charges leveled at them; the very publication of such a book allows the un-progressive elements in our midst to set themselves as judges and juries of the fates of the most tal- ented men and women in our country. If the intent of the men who pub- lished Red Channels was merely to warn broadcasters of subversive ele- ments they could not possibly have gone about publicizing such facts — in such an un-American way. This book and its unjust methods of warning the people is the best propaganda the Com- munists can use against us — for isn't Red Channels the best example of thought control today? Congratulations again and keep up the good work. We all hope for clear sailing without guidance of — Red Channels! An Executive DuMont TV Network I have read in your issue of 22 Oc- tober "The truth about Red Channels" and can only say that this appears to me to be subjective reporting by a writer who was determined to try to discredit Counterattack from the very beginning. While I realize, of course, that the staff at Counterattack has a difficult job and often operates under handicaps, and no doubt makes its share of errors, Counterattack nevertheless, in my opin- ion. i~ doing a valuable piece of work that is long past due. If the broadcast- ing industry had kept its own house clean or made an) sincere effort to weed out the Commies, then there would lie no room for Counterattack or Red ( hannels. Bui such is no! the case, ami obvioush there is room for some service which will throw light where light is needed. Your writer has done a fine hatchet job to date, apparently in the interests of those writers and artists w-fio have questionable loyalty records. Whether or not that is your intention, I cannot say, but it does appear to be so judging entirely from the one episode which I have read. I am awaiting with interest to know what constructive program sponsor will offer to achieve the re- sults which Red Channels and Counter- attack are striving to attain, although their methods lack much of being per- fect. I am not defending error, nor am I defending faulty methods. But I am wondering why SPONSOR is doing such a splendid hatchet job. unless it has something specific to offer as a remed\ for use here and now, because as I see it. the hour is late. Albert Evans, Jr. Evans & Associates, Fort Wortli • SI*0\SOR's Hed Channels series appeared as follows: "The truth about Red Channels." Part I. 8 Oetober issue; Part II. 22 October: Part III. "How to keep Reds off the air^— sanely," 5 No- vember, 1951. An editorial stating SPONSOR-, stand on the subject also appeared in the 5 No- vember issue. Numerous comments on this series have been received of which the above two letters are representative. DEPARTMENT STORE RADIO As a subscriber to your publication, we find many useful articles applicable to Australian Radio. Under the heading of "Applause" on page 92 of your 27 August 1951 issue, mention is made of a booklet titled "Department Store Radio Advertis- ing"; you also make reference to The Advertising Council. Would it be too much trouble for you to ask the National Retail Dry Goods Association to forward us two copies of their publication? Likewise, we would also appreciate any printed material issued by The Advertising Council. A. D. Hannam The Weston Co. Pty. Ltd. Sydney, Australia • The NRDGA booklets sell at $ 4.00 each and can be obtained from them at 100 \\ .'(1st St.. New York 1. N. Y. The Advertising Council. 23 » .-I 15th St.. New York 19. N. Y„ issues mate, rial through their public relations department. WRITING RADIO PLUGS Just a note to tell \ ou how much our whole department appreciated your ar- ticle entitled. "How to be a dud at writ- ing radio commercials." pages 38:39 of the 8 October issue. So "hilariousi- fied" were we that we would appreciate 10 SPONSOR "We get WFBM-TV only, and get it good!" says ROBERT D. GRAVITT 1604 12th Street Lawrenceville, Illinois WlOMS IN SETS ON "/ install the channel 6 antenna for best reception here... this is a WFBM-TV town!" says FLOYD V. MILLER 1006 Jefferson Street Lawrenceville, Illinois WFBM-TV INDIANAPOLIS LAWRENCEVILLE, (W ILLINOIS 122 MILES FROM INDIANAPOLIS • You won't find a word in Standard Rate & Data about WFBM-TV's big Bonus in TV Sets — but it's something you want to remem- ber! As indicated on the map of Indiana, there's a wide belt around Indianapolis where hundreds of TV sets, in scores of towns outside the station's 60-mile area, are tuned to this pioneer Hoosier station, exclusively. Get the facts about the WFBM-TV selling put the products of your clients up in front, area today. Write for details about this prime and keep them there — in the heart of heavily TV market that packs a load of sales dyna- populated, high-income Indiana — recommend he home of WFBM-TV at 1330 Jorth Meridian street in Indian- m[{e for many a leading manufacturer. To the Hoosiers' first station . . . WFBM-TV! ipolis is a beautiful new building, lesigned exclusively for radio ind television. Complete facilities or both studio productions and ilm presentations are available. ^^ » , ^ » rt / « _ o (ZAcuutU 6, yttcUaaafrofai, REPRESENTED NATIONALLY BY THE KATZ AGENCY When folks hear THE TOWN CRIER in the Minneapolis-St. Paul Market they BELIEVE and BUY* • / Behind the shuttered windows of early American homes, men and women paused when the Town Crier's bell rang out. They listened while he called out news of events and things to buy. They knew his bell, his voice; and so the friendship of a voice with many people was formed. To make and keep friends, the Town Crier had to tell the truth; be a friend; be of service. Our objective here at WTCN is to be Town Criers in the finest sense. That's why our prime purpose is to be people who make friends — who serve our community. Products— like people — are best introduced through a friend who is known in the way the old Town Crier was known. *Proof of this belief in our folks by the people out here is ready for you in return for a letter or phone call. It's the human side of selling— about real people who cry real products which real people buy. mown \§rier mm of the or th west RADIO ABC-1280 TELEVISION A B C - C B S - D U M O N T - C H A N N E L 4 Free and Peters, National Representatives U SPONSOR (if possible) having a couple of re- prints which we will frame for posteri- or— or is it posterity? (See Section 10 of aforementioned article.) Wm. J. Brewer, Radio/TV Dir. Potts, Calkins & H olden, K. C. After seeing the article "How to be a dud at writing radio commercials" in a current issue of sponsor, I was in- terested enough to discuss it with Mr. Coe, our station manager. The article is certainly vital to a station such as ours. I would appre- ciate it if you would send me a few copies — three or four will be sufficient. Joan Beckman, Continuity Editor WWCA, Gary, Indiana RESULTS COUNT I firmly believe that your radio re- sults page and TV results page are two of the most valuable examples — two of the most useful items of editorial ma- terial that I have ever seen in a trade publication. However, 1 have been carelessly let- ting back numbers of these pages slip by me. Only recently, I woke up to the necessity of having a bound file folder of all these pages — insofar as they are available. Do you contemplate ever issuing all the pages — current pages and back number pages — in bound booklet re- print form? How many of these pages have there been altogether in the last, say. five years? How do I go about getting tear sheets that would help com- plete the file which I am certainly go- ing to keep intact from now on . . . intact and up to date? Irwin W. Lynch, Adv. Mgr. Sun Spot Co- of America, Baltimore • SPONSOR plans to publish its hundreds of Radio Results and TV Results in booklet form early in 1952. LIKES LOCAL RADIO In your 8 October issue I have no- ticed the story regarding the show which I am sponsoring over KOB. I am very much concerned over the state- ment in that story which reads: "At first adamant against advertising over local radio stations because he didn't like their style of programing, McCor- mack liked recent changes on KOB." I have not made such a statement re- garding the other radio stations in Al- buquerque and am ver\ much embar- rassed that such a statement would ap- pear in this story- I am well pleased with the program on KOB but do use radio advertising over the other stations and certainly have no criticism to offer of them. If any kind of a correction could be run on this statement I would sin- cerely appreciate it. John C. McCormack John McCormack, Inc.. Albuquerque SELLING RETAILERS Congratulations on a wonderful arti- cle in your 22 October issue by Joe Ward of A.R.B.I. Let me herewith enter my order im- mediately for 20 reprints on this arti- cle, one of which I will paste on my bathroom mirror to read every morn- ing before I come to work. As I am writing to Joe Ward today, if I were to write an article on what is wrong with the broadcasting business today, I would be afraid to put one paragraph on paper, since if I did it would be so similar to Joe's article, al- most word for word, that he would probably have a good case for plagiar- ism suit. What he says about our business is the bitter truth, but the complete truth nonetheless. Dave Baylor, V.P. & Gen. Mgr. WJMO, Cleveland Your recent article, Gentlemen . . . In the October 22nd issue of SPON- SOR is so good that we would like each of our staff members to have a copy. Would you kindly arrange to send us twenty-two reprints of the article, "What radio should know about selling retailers," and bill us. David M. Armstrong, Mgr. CDKA, Victoria. B- C. Just got a look at another fellow's copy of sponsor for 22 October. Please send twenty copies of the ar- ticle on page 36, "What radio should know about selling retailers." Believe you've hit the nail on the head again with this one. Stephen W. Ryder, Stn. Mgr. WENE, Endicott, N. Y. • Reprints of the article **What radio should know ahout selling retailers" can he obtained at the following rates: 1-25 copies, 23c each: 26-99 copies, 15c each; 100 or more, 10c each. (Please turn to page 86) Why WFBR is BIG in Baltimore NO. 1 OF A SERIES CUJBUOO CLUB 1300 is the big participating program in the Baltimore area! Big- gest average ratings for the full seventy-five minutes, biggest mail pull, biggest studio audiences, biggest in every way. CLUB 1300 success stories are legion. Ticket requests are fabulous. Audience loyalty is tremendous! Get aboard CLUB 1300 for your share! Ask your John Blair man or contact any account executive of . . . 19 NOVEMBER 1951 13 Gateway to NORRISTOWN . \ \D JOHN TAGLIEBER, Grocer— Residents from miles around and Norristown's 38,000 citi- zens buy $10,794,000 worth of assorted edi- bles each year from 152 food stores like Taglieber's Markets. \ ELIZABETH A. MYERS, Housewife— Women like Mrs. Myers prefer to shop near home. Their families purchase nearly $5,000,000 worth of clothes a year in Norristown's 62 busy apparel shops. HAROLD W CARE, Pharmacist— WFIL spot announcements help sell a lot of goods in Norristown's 29 drug stores (like Care's Pharmacy) where 11,000 families spend $1,232,000 a year. It's Not the Size . . . Bustling Norristown . . . just a medium-sized city . . . but its effective buying income of $5,083 per family is 14 per cent above the national average, typical of the 1,167,520 radio families in Philadelphia's 14-County Retail Trading Area. You can reach more than three- fourths of Norris- town's prosperous homes just as effectively and less expensively on WFIL's 5,000-watt signal as on 50,000 watts. And WFIL outpulls local county stations here, as in 10 of the 14 counties. Schedule WFIL. id ALL of America's 3rd Market elD It's the Selling Power ! You can't judge Norristown's buying power by its population. Nor can you judge WFIL's selling power by its power output. For WFIL's penetrating voice reaches 2 out of 3 radio homes in every corner of America's third largest market. WFIL is a sure thing . . . your best bet to reach all of a market whose combined buying power is $6,638,759,000 ... and far beyond into a tremendous bonus area. Total WFIL coverage: 6,800,000 people with more than $9 billion in purchasing power. Memorial Arch, a landmark at nearby Valley Forge. I/) (/) %ss S < te * E «/* o ^ at £5-3 w 0) o E CO -o c a E a> o © £ I o CO USE < # J- Ie Spuir Samuel Sennet President Howard Clothes Corporation, New York "Nice guys finish last!" The once-pugnacious Leo Durocher was the phrasemaker. But Lippy Leo changed his philosophy when he led the New York Giants to a pennant. Another "nice guy" disprov- ing the Durocher theory is Samuel Sennet, guiding hand behind Howard Clothes' multi-million dollar operation. With three plants and 55 retail outlets in 26 cities from New York west to Minneap- olis, Howard is a clothing chain store colossus. Sennet's association with Howard Clothes and their predecessors goes back to 1917. It was then the Brooklyn-born. New York public- school-educated Sennet first entered the clothing field. He was 15 at the time. Within eight years, he sold his firm on the volume possi- bilities of a popular price "maker-to-wearer" line — which became an overnight success. That year, 1925, Howard Clothes was formed. Sennet was a junior officer then; he was elected president in 1947. Now Sennet, young-at-50, maintains his earlier drive to keep How- ard Clothes up front (annual sales volume is well over $28,000,000). To maintain Howard's leadership in the men and boys' clothing field, the East and Midwest are blanketed with merry jingles and crisp, hard-sell announcements on some 36 key radio and TV stations. Jimmy Powers' Powerhouse of Sports is telecast four times weekly over WPIX, New York; in addition, one of the Powers shows is kinescoped for viewing in five other cities. Together, this master weave of radio and TV expenditures (through Peck Advertising) totals $225,000 annually or 40% of the Howard ad drive. Behiml the scenes is Sennet, who holds "you get no more out of a job than you put into it . . . you should get a kick out of your job or go into another field." Despite his intense interest in his corporation, Sennet is far from a self-centered businessman. From Howard Clothes employees and store managers comes these bits of praise and respect that form a well-fitting mantle about the man: "fair a man as you'd ever want to meet" . . . "works up a lot of enthusiasm among his employees." Ask Sennet and he says his hobby is business. But even his public- service activity as men's wear chairman of the National Conference of Christians and Jews and philanthropic work with UJA, and the Brooklyn Hebrew Home for the Aged reflects his interest in his iellou man. 16 SPONSOR WREC GIVES YOU A BONUS MARKET YES - THAT'S RIGHT - YOU PAY NO MORE - ACTUALLY, YOU PAY 10.1% LESS PER THOUS- AND LISTENERS, COM- PARED TO 1946 - AND CCORDING TO THE 1950 CENSUS YOU REACH MORE PEOPLE, GET MORE COVERAGE, MAKE MORE SALES . . . THAN EVER BEFORE. According to the latest available figures of the 1950 census, the rich 76 county Memphis Mar- ket shows a definite population increase. This increase means thousands of potential custo- mers. It is your WREC BONUS MARKET WHICH YOU NOW RECEIVE IN ADDITION TO THE LONG ESTABLISHED WREC COV- ERAGE . . . AND YOU PAY LESS PER THOUSAND THAN YOU DID IN 1946. Affiliated with CBS- 600 K.C. 5000 WATTS. Repreiented by THE KATZ AGENCY, inc 19 NOVEMBER 1951 17 T)(m fee audiences Havegrow Daytime audience 16.3% bigger Evening audience 22.3% bigger (according to Nielsen, 1st half of 1951 vs. 1st half of 1949, full network average audience) Don Lee can deliver your sales message consistently to more people through their own, major, local selling medium at a lower cost per sales impression than any otJicr advertising medium. That's a big statement, but it's true because Don Lee is a big network. Don Lee broadcasts locally from 45 network stations in 45 important Pacific Coast markets with all the local selling influence and prestige that you need to do the best job of selling within each local market... where your sales are actually made. As a matter of fact, Don Lee is the only selling medium actually designed to sell consistently to all the Pacific Coast. That's why Don Lee consistently broadcasts more regionally sponsored advertising than any other network on the Pacific Coast. Don Lee delivers more and better and the advertisers who sell the Pacific Coast know it. WILLET H. BROWN, President' WARD D. INGRIM, Executive Vice-Pn NORMAN BOGGS, Vice-President in Charge^ 1313 NORTH VINE STREET, HOLLYWOOD 28,CALIFOR Represented Nationally by JOHN BLAIR & COM1'. uch bl&er 011 the T&ciffc Coast \e Nation's Greatest Regional Network eW You're an Independent Advertiser You Make More Sales Leading independent radio stations are today's best buy! There's something about being independent that keeps you tough- ened up, ready to tackle any job that requires good, honest, hard selling. At any rate, you will find in radio today it's the leading independent radio stations which are doing a truly productive sales job for national advertisers. Perhaps you've been thinking to your- self, "I ought to try Independent Radio." Well, now's the time to act. Write for all the facts to any AIMS station listed below. JUST READ WHAT THESE INDEPENDENT THINKERS SAY: * "ft eare 'ncrea — '""easing our n that our because TC tnow M"0"n«men«haveb;;n' .^*ct,vean(1 « ul business. ?"* ■ n«mber of fj accounts." —fi-oni Joseph \JC p r De"ver, Colo dve",s,"«. D0envt'°Stat,-^VK. THESE ARE THE LEADING INDEPENDENT RADIO STATIONS: -San Diego, California -San Francisco, California -Seattle. Washington -Spokane, Washington -Springfield, Massachusetts Mix kton, California -Syracuse, New York -Tulsa, Oklahoma -Worcester, Massachusetts -Youngstown, Ohio WCUE ■ — Akron. Ohio WKYW — Louisville, Kentucky KSON WBMD — Baltimore, Maryland WMIE — Miami, Florida KYA WBNY —Buffalo, New York WMIL — Milwaukee, Wisconsin KING WJMO — Cleveland, Ohio WKDA — Nashville, Tennessee KREM WVKO ( lolumbus, Ohio WBOK —New Orleans, Louisiana WACE KMYR —Denver, Colorado WWSW — Pittsburgh, Pennsylvania KSTN KCBC Des Moines, Iowa KXL — Portland, Oregon WOLF WIKY — Evansville, Indiana WXGI — Richmond. Virginia KFMJ WCCC Hartford, Connecticut KSTL — St. Louis, Missouri WNEB WXLW ■ — Indianapolis, Indiana WMIN — St. Paul Minneapolis WBBW WJXN -Jackson, Mississippi KNAK —Salt Lake City, Utah KLMS -Lincoln, Nebraska KITE — San Antonio, Texas 0*il°*0, They are all members of AIMS— Association of Independent Metropolitan Stations— each the outstanding independent station in a city . Aim for BULL'S-EYE results. ..with the AIMS GROUP 20 SPONSOR New and renew 19 NOVEMBER 1951 I. iVeu? on Radio JSetivorhs SPONSOR AGENCY NO. OF STATIONS PROGRAM, time, start, duration American Chicle Co SSCB ABC 175 Bymart In. Cecil & Presbrey INBC 134 General Motors Corp Kndner ABC (Buick Motor div) General Motors Corp Kudner ABC (Buirk Motor div) General Motors Corp MarManus, John & ABC 215 (Pontiac Motor div) Adams Secinan Brothers Inc William Weintrauh CBS 173 Will Rogers; T. Th .->:.->.-..<. pm; 30 Oct: 52 wk- Somerset Maugham Theatre; Sat 11-11:30 am; 27 Oct; 52 wks Die Big Hand; M 8-8:31) pm ; II Jan onlj Hollywood Star Playhouse; M 8-8:30 pm; 17 Jan only Stop the Music; Sun 8-8:30 pm; 2, <» Dec onl> This Is Nora Drake: alt days M-F 2:30-45 pm; 19 \ o \ : 52 wks 2. Renewed on Radio Netivorks SPONSOR AGENCY NO. OF STATIONS PROGRAM, time, start, duration Continental Baking Swift & Co Toni Co Co Ted Bates CBS 51 J. Walter Thompson NBC 44 Foote, Cone & Beld- CBS 186 Grand Slam; M-F 11:30-45 am; 19 Nov; 52 wks Bed Foley; M-F 10:30-45 am; 26 Nov; 52 wks Arthur Godfrev; alt days M-F 10-10:15 am; 29 Oct; 52 wks 3. New National Spot Radio Business SPONSOR PRODUCT AGENCY STATIONS-MARKET CAMPAIGN, start, duration Diamond Match Co Matches Lever Brothers Co Silver Dust Snow Crop Marketers Frozen foods Inc Velvet Tip Bobhy Pins Bobby pins Benton & Bowles 15 mkts (N. Y.) SSCB (IN. Y.) 20 mkts Maxon (N. Y.) 6 mkts Herschel Z. Deutsch 30 mkts (U. S.); (N. Y.) 20 mkts (Canada) Anncmts; mid-No v; 13 wks Anncnits; 12 Nov; 4 wks Anncmts; 12 Nov; 13 wks Partic; early Jan; 13 wks 4. National Rroadcast Sales Executives NAME FORMER AFFILIATION NEW AFFILIATION Roy Chapman Frank H. Corbett Harry J. Daly G. P. Fitzpatriek Edwin S. Friendly Murray Lloyd Goldshorough Jr Frederick G. Harm Arthur F. II, in. George W. Harvey Hugh M. P. Higgins Lowell Jackson David J. Jacobson Car let on Jewett Boyd W. Lawlor Elmore R. Lyford Frances O'Brien Bernard H. Pelzer Jr Don Pontius Arthur Poppenberg National Broadcast Sales, Vancouver, of- fice mgr WGAP, Maryville, Tenn.. partner Wash., D. C. Fal staff Brewing Corp. St. L., sis prom mgr ABC-TV, N. Y., eastern sis mgr WINOW, York, sis prom mgr WJJD, Chi., sis mgr WJJD, Chi., gen mgr VGN, Chi., eastern sis mgr ( offices in N. Y.) BAB, N. Y., dir ABC, Chi., member central div radio sis dept Young & I! ii I. e. .in. V Y., pub rel superv Everett -Mc Kinney, Chi., mgr WTRC, Elkhart, Ind.. prog dir NBC. N. Y.. superv tv stn relations Free lance writer, N. Y. NBC, N. Y„ tv acct exec Robert Meeker Associates, Chi., mgr King Features Syndicate. -I- CKOK, Pentieton, B. C, mgr, part owner WOKE. Oak Ridge, Tenn., also secy WOKE, Oak Ridge. Tenn.. dir Free & Peters, N. Y., head radio sis prom, research depl ABC, N. Y., natl dir tv sis WGET, Gettysburg, mgr Same, mgr WCFL, Chi., gen mgr WFLA. Tampa, gen mgr CBS Radio Network. N. Y.. market research counsel Same, sis mgr CBS-TV, N. Y.. dir pub rel Robert .Meeker Associates, Chi., mgr \\ \\ CA, Gary, com ml. sis prom mgr On Mont. \. ^ .. dir -tu relations Phil l):i\ i- Musical Enterprises, N, ^ -. sis prom, publicity dir Katz Agency. N. Y., member tv sis staff Same. S. F., mgr WBNS-TV, Columbus, acct exec • In next issue: New and Renewed on Television (Network and Spot* Station Representation Changes; Advertising Agency Personnel Changes Numbers after names refer to New and Renew category Ed S. Friendly (4) Geo. W. Harvey (4) Carleton Jewett (4) B. H. Pelzer (4| Don Pontius (4) l\ew ond renew 19 November 1951 1. Sui tonal Broaileast Sales Executives (continued) NAME Owen J. Reynolds Robert II. Sulk George I. Shupeii Edward P. Shurlck Kevin II. Swecnc) llarr* C. ft i.n er FORMER AFFILIATION NEW AFFILIATION Wash., D. C. CBS, N. Y„ radio net -Is Paramount Television Productions, N. ^ ., vp, dir comml operations ("Its It iiuiio-\. Y. sponsorships). Now, on 24 Novem- ber, Rootie Kazootie will receive a public-service award from the Vet- erans of Foreign \\ a is. radio ^Viiliiot't; SPONSOR surveys copywriters' time- tested methods for killing sales, driv- ing away customers \nolher slep toward making air advertising more effective is under way. This time, it's a single pilot studv conducted in Seattle by BAB, Mil'd. Bon Marche department store, and KOMO in Seattle. I he five-week test i which started 29 October) is designed to judge the efficac) of copy approaches; the variety of copy appeals best suited for specific types of radio audiences; the effect of various times "I the day on certain cop) approaches. The stud) is financed In BAB, with time and radio facilities donated l>\ KOMO. See: "How to be a dud at writin commercials" Issue: 8 October 1951, p. 38 24 SPONSOR NBC KVOO to the National Broadcasting Company on the completion of 25 years of notable service to the people of America! As an affiliate of NBC since 1927 we take understandable pride in the achieve- ments of our network during the past turbulent quarter of a century, and we look forward with confident anticipation that the future in AM radio and NBC will be even more inspiring and satisfying. At this quarter century milestone it is well for us all to remember that Ameri- can radio operates as free enterprise and that free enterprise guarantees a free America! DIO STATION KVOO 50.000 WATTS EDWARD PETRY AND CO., INC. NATIONAL REPRESENTATIVES OKLAHOMA'S CREATEST STATION TULSA. OKLA. 19 NOVEMBER 1951 25 it's now • • • the only Western Michigan station with full television facilities! Grandwood Broadcasting Co., owner and operator of WOOD-AM*, have purchased t he only TV station in Grand Rapids — the retailing and whole- saling center of Western Michigan. A brand new micro-wave link has been installed and power will soon be increased to the full limits allowed by the FCC. What's more — you now have the flexibility of live studio cameras! WOOD is already presenting a variety of locally-originated shows. IN WOOD-TV, you'll find the same programming know-how . . . the same audience and trade promotion . . . the same careful attention to servicing details . . . which you have come to expect from WOOD-AM. When you place your schedules in Western Michigan, consider first the only television station located in the center of the Western Michigan busi- ness community: WOOD-TV . . . Western Michigan's only complete television facility. *o/so owner and operator of WFBM-AM-TV, Indianapolis fftl 5000 WATTS — 1 300 KC NBC AFFILIATE Always the best earful . . . NOW the best eyeful! NATIONAL REPRESENTATIVES KATZ AGENCY, 488 Madison Ave., New York, N. Y. WOOD o CHANNEL 7 NBC-CBS-ABC-DuMonf GRAND RAPIDS, MICHIGAN • aisowfdf-fn int , Mich. WEOA — Evansville , Ind. WFBM and WFBM-TV — Indianapolis , Ind. 26 SPONSOR increase in iowa sets per home How iotva evening antlienve has grown :::.-.v. ■" ■'■...' ' ' ' -• . .'-'■■'■'■ .'..■ . • ■• ■ ■• Percentage of all homes owning: Figures above are from Forest Whan surveys for WHO, Iowa. Note sharp growth of "two or more radios" since 1940. Meanwhile, "one or more radios" homes have hit near-saturation mark, 98.9%, almost 3% higher than national average Chart above compares 1949 weekday evening radio audience by quarter hours with 1951. Figures within white portion of bar represent growth of 1951 audience over 1949. No 1949 figures available after 8 P.M. Radio listening in the Midwest: Dr. Forest Whan surveys in Iowa and Kansas for WHO and WIBW give sponsors valuable guidance, show listening is up over-all We were speaking recently with Bruce Brewer of Bruce Brewer & Company, Kansas City, and one of the Midwest's leading timebuy- ers, about the radio audience surveys conducted by Dr. Forest L. Whan of the University of Wichita. Said Mr. Brewer: "We've built a half-million dollar 19 NOVEMBER 1951 spot radio account due to Dr. Whan's Iowa and Kansas Radio Audience Studies, which have given us clues to buying radio effectively. The entire advertising budget for this account in 1940 was only $30,000. Today it spends $550,000 on spot radio alone." Mr. Brewer added: "Dr. Whan's studies have given us more information on an across-the- board type of research than any radio studies we've ever had. They show the whole balance of rural and urban lis- tening and give a better picture of ever] t\ |>c of program liko." Dr. Whan has been making extensive and thorough studies of radio listening in the Midwest for a decade and a half 27 Info radio ownership and use in Iowa — for L5 years in Kansas, paid for b\ \\ IIIW. Topeka, and for 1 I years in Iowa, paid for 1»\ WHO. Des Moines. '|'he\ arc unique because Dr. Whan uses both diary and personal inten icw method?, and each year makes the stud- ir- in the same manner, so that one can be compared with the other. The) provide advertisers and agen- cies a unique opportunity to get a bird's-eye \ iew of Midwesl America to compare listening habits, program preferences, sel ownership, and audi- ence make-up; to note trends as they develop: to double check facts that come out of these surveys with the same common denominator. sponsor thumbed through its copy of the just-published 1951 Iowa Radio Vudience Survey and came across much valuable information that's espe- ciall) significant and helpful this year bet mse of the changing broadcasl pic- ture. Most outstanding of Dr. Whan's findings is the fact that radio is still a growing medium in the Midwest. For instance, in Iowa the radio audience is 20' ! larger than in 1949. In both Kan- sas and Iowa, near saturation has been reached in the number of homes with radio. Also, multiple-sel ownership has almost tripled since 1940, with the re- sultant increase in the number of per- sons tuned to radio, as well as an in- crease in the amount of listening per adult. This represents a sizable bonus to advertisers in the "extra listening."" a factor not measured by most radio researchers \ vvho confine studies to "family radio" listening.) \\ bile speaking with some of radio's top timebuyers about Dr. Whan's re- search, sponsor heard words of high praise for these annual studies, which are directed by Paul A. Loyet of WHO and Ben Ludy of W tBW. One of the timebuyers in a prominent Chicago agenc) explained that "they're very ac- curate because of the diary and per- sonal interview methods used." (Dr. Whan s stall personalh interviewed 9,190 adult men and women for the March-April. L951 Iowa Study and 7,004 for the Kansas Study.) This timebuyer stated further: "Dr. Whan's studies tell you exact!) what a station g actual audience is — not the potential audience. M gives you the audience Eoi mn time and bj fam- ily. Metropolitan rating systems give you audiences in onl) a restricted ana. without taking into consideration the station - entire coverage ana.' I [e added : 28 PERCENTAGE OF FAMILIES OWNING CAR RADIOS ALL FAMILIES QUESTIONED 1949 AUTO LISTENING Daily Ute of Automobile Radios by Thote Riding — by Distant* Traveled WOMEN <3 — cH 38.0% t> «i «v «v J. ( ( iaITsZes M II! $$«$&& . --. (j v v « « « h nwm 63.0%'' ^ M :asts Comedians Participation Popular Sports Complete Religious Oldtime Serial Talks Variety Music Broadcasts Drama Programs Music Drama Comment Programs Market Bind i Brass) Classical Reports Music Music Talks on Homemak Farming Progran TUC MEM1 Strategists who put over Rybutol's dynamic saturation campaign include (from left) Harry B. Cohen, Jr., account supervisor; I|1L 1TILII1 Morton Edell, VCA president; Edward Aleshire, agency 2nd in command; Larry Paskow, sales manager. Edell is chief strategist III liiilol: jet-propelled vitamin S2.0IMMMM& radio and TV razzle«<1azzlc camgiaign helps Ryfontol zoom to No. 1 y.«»lhkB* anions B-Coiiiplex vitamin firms I \ lev, weeks ago, Morton I Edell, president of Vitamin Corporation oi \mk rica. Newark, !\l. .).. gol a rush wire from Chicago. Il was from one of the \\ ind) Cit) stations over which Edell had launched a satu- ration campaign for his B-Complex vit- amin product, R\ butol a campai i n consisting of 600 radio and 100 TV announcements ovej \\ .1.1 1). \\ CFL, \\ \ \ I w iiliin three weeks. 'I he teleg 1 am read, in effect : "Local druggists complaining your air adver- tising has brought so man) customers to stores, then stocks of Rybutol are sold out. Please a&\ ise ii you want your announcement schedule changed." 30 Edell, jet-propelled wonder salesman if there ever was one, promptly wired back: "Continue announcements. Am sending Rybutol by plane to replenish retail supply." This episode illustrates graphically the phenomenal sales rise of Rybutol, and ils belief in high-pressure promo- tion. Not since Senator Dudley J. Le Rhine has there emerged to national prominence a razzle-dazzle medicine -ale-man equal to Edell. Nor has an\ other drug store item shot up so quick- l\. lhanks largcl\ to radio and TV ad- vertising showmanship. In March this year. Edell's Vitamin I orpo] . 1 1 i < > 1 1 ol \inei ica wa- producing 500,000 Rybutol vitamin gelucaps per day. That month, it started a co-op radio show in Chicago with Walgreen's Drug Stores, and. on a national scale, began sponsoring Gabriel Heatter over Mutual. Shortly after, it tripled its production capacity; doubled it aj:aiii in the earl) fall: and now is making 4.000.000 gelucaps a day, 2,000,000 of these Rybutol. which are being sold as fast as they are turned out. Trade es- timates place the company's present -.oss at $10,000,000. VCA's advertising spending has kept pace with its sales. Its radio and TV outlay has been upped from $500,000 to roughly $2,000,000. at its current SPONSOR These are the highlights of RybutoVs $2,000,000 spot and nettvorh radio-television eatnpaign 1 Nationally, it uses ''Gabriel Heatter" over 170 Mutual stations, to hammer home Rybutol brand name. His pitch blends old- age fear, emotional exhortations. 4: Also locally, it buys radio and TV programs and participations, largely TV. If TV show clicks, it is moved on to other cities on kinescope. % 2 Regionally, it uses hour-long Lorraine Cugat Show over eight ABC-TV stations, to demonstrate Rybutol potency visually; uses her as beauty symbol. 5 Local air campaigns are accompanied by newspaper ads, cards and window dis- plays in drugstores. This draws attention of retailers, plus consumers, to Rybutol. 3 Locally, it uses radio and TV an- nouncements for three-week saturation campaigns. Multi-station pitch provides impact for community promotions. (J Advertising is keyed to two points: Ry- butol helps people over 35 "growing old"; free offer of 25-day Rybutol supply plus money-back guarantee on big bottle. mCTDATCPY' Emotionally-charged pitch, high-pressure merchandising, local, national OlnHltUi i d;r advertising all help to boost sales for Rybutol (see box above) THE BEAUTY: ABC-TV's "Lorraine Cugat Show" sym- bolizes Rybutol as a health-producer rate of expenditure. One VCA execu- tive explains breathlessly: "It's hard to peg our exact air expenses, because we keep buying more time virtually every day." An examination of VCA's air-buying strategy (conducted via Harry B. Co- hen Advertising Company, New York) reveals three chief elements: 1. On a national level, it uses Ga- briel Heatter Thursdays from 7:30 to 7:45 p.m. over 170 Mutual stations, to hammer home the Rybutol name. 2. On a regional level, it employs the ABC-TV Lorraine Cugat Show, an hour-long variety program, heard over WJZ-TV, New York; WENR-TV, Chi- cago; WXYZ-TV, Detroit; WTCN-TV. Minneapolis; KG0-TV, San Francisco; KECA-TV, Los Angeles; KTH0-TV, Phoenix — big city stations where the product is demonstrated visually. 3. On a strictly local level, when it goes into a market it launches satura- tion announcement campaigns over most local stations; or buys a single program on one station, for big com- munity promotions. In September this year, for example, it deluged Los An- geles with 900 radio and 45 TV an- nouncements. Similar radio /TV an- nouncement campaigns I with radio predominating) have been made in St. Louis, New York, Philadelphia, Balti- more, Washington, New England, In- diana, Ohio, Michigan, Arizona, New Mexico, Colorado. It likes buying a local program, and if the TV show clicks it moves it on to other cities on kinescope. For example, Texans Have Talent, which it originated on KRLD- TV, Dallas, did so well, a kinescope has since been used on KEYL-TV, San Antonio. Here's a typical handful of the local shows (mainly TV) it has been using: Martin Block's Make Believe Ball- room, WNEW, New York; the Sun- day Theatre Hour, WJBK-TV, Detroit; Front Page Detective, WDTV, Pitts- burgh; Stars in Your Eyes, WPTZ-TV. Philadelphia; Craig Kennedy, Crimi- nologist. WEWS-TV, Cleveland, KING- TV, Seattle; Mr. and Mrs. Kup, WBKB-TV, Chicago; Ed Hayes Sports Cast, WJBK-TV, Detroit. In addition, whenever Rybutol moves into a city for a local promotion, it supplements its radio and TV advertis- ing by plastering ads in the newspa- pers and distributing cards and win- ( Please turn to page 66) A SPONSOR roundup PART ONE OF A TWO-PART SERIES Public utilities on the air Electric companies trade group now spends 2/3 of $1,500,000 budget on radio, helps utilities fight "creeping socialism" y^wfif "'Creeping socialism" is a major problem faced today by the nation's pri- vately operated electric and gas utility companies. Ever since the mid-1930's when the federal government went into the power business, the danger has been growing. Private firms like the Nebraska Power Company and others, have been swallowed up in the recent past by the state and municipal owner- ship. Now, even billion-dollar firms like Pacific Gas and Electric, whose members literally cover California with an electric blanket, are being threat- ened by federal power. To fight back against government en- croachment, the nation's power com- panies have been turning increasingly to air advertising, using it as a major public-relations weapon. In large and small markets all over the country, public-utilities firms now buy time with the business-like seriousness of retail- ers anxious to move goods. In fact, recent Broadcast Advertising Bureau figures indicate that about 78% of the nation's light and power companies use some form of local radio; and about 25% are now using TV. On the national scene, an industry- wide group known as the Electric Com- Ratlio has helped swing public sentiment away from government ownership of utilities 60 Business Concern **? 41% 30 Some Form of Government 37% 1943 1945 1947 1949 1951 Opinion Research < orp. studies show that ECAP's 52-week ad campaigns since 1943 made initial rapid strides in changing adverse public opinion, held well in a post wat L945-49 "plateau," and are again bettering the ECAP position 32 panies Advertising Program speaks for about 150 of the leading electric and gas utilities and spends about two- thirds of its $1,500,000 advertising budget on radio. ECAP, as the organi- zation is known, sponsors Corliss Arch- er on 173 CBS stations (Sundav, 9:00 to 9:30). The fact that ECAP uses a light and down-to-earth vehicle like Corliss is, again, symptomatic of the practical, businesslike approach of public-utili- ties strategists. Unlike those industri- alists of the earlier days of radio who sought to do a public-relations job via programing of an arty nature, public- utility executives on both the local and national scene are now striving to reach the widest possible audience. Their activities are well worth study by any business group anxious to do a hard-hitting public relations job. To give its readers a closeup on the strategy of the nation's public utilities, sponsor has divided its coverage into two parts: (1) The national activities of ECAP, to be described fully in this issue: (2) Case histories of local ad- vertising by public utilities all over the country, to be reported next issue. Actually, many of the local public utilities take their cue from ECAP, striving to find programs on the local level with appeal as widespread as that of Corliss and modeling their commer- cials after samples supplied by ECAP. It is particularly remarkable that ECAP has had this influence when you con- How many light & power firms use lo- cal-level radio, vid- eo in U.S. today SPONSOR ee stages in development of ECAP's air formula tial program in 1943 was "prestige" news 2. Switch made to "Nelson Eddy" show in 1944 on CBS radio net. It had limited appeal, on CBS. Still largely a "class" show, it pointed ECAP $8,500 weekly. Cost-per-M: $3. 7b up value of popularity, drew Cost-per-M of $3.67 sider that the organization actually has no paid staff, no titular head, no big expensive offices, no back-slapping hier- archy. Only an unpaid committee, meeting occasionally and representing the 150 member companies, supplies leadership for ECAP. Guided by the sage counsel of the N. W. Ayer ad agency, ECAP goes af- ter cost-per-thousand efficiency. It acts as if it were selling soap instead of ideas. Here's the way its philosophy has paid off: in 1944, shortly after ECAP first ventured into network ra- dio, it reached listeners at a cost-per- thousand of $3.67; today, after sift- ing vehicles and finally coming up with Corliss, ECAP's cost-per-thousand is $1.66. When ECAP was formed, in 1939, the weight of public opinion, among consumers and farmers and business firms, was in favor of the government- operated, TVA-type power plant. Few laymen stopped to think that the so- called "cheap" electricity and power from these projects could only be paid for by subsidies, and that these govern- ment hand-outs would come from high- er taxes. Fewer still paused to think that private power companies seldom make more than 10% in net income on their operating revenues, and that they hand over around 18% of their gross revenues to the government in the form of taxes. While the cry of "monopoly" was being raised inaccurately against private power firms, most of them real- ized that their great hope was in telling their story — and telling it efficiently and well — to the nation's "electorate." So it was in the late 1930's that the idea for ECAP was born, and grew quickly with the aid and assistance of the N. W. Ayer agency, an old hand at utility advertising. The philosophy behind the move- ment was summed up very nearly in 1939 by Grover Neff, president of the Wisconsin Power and Light Company, and one of ECAP's prime movers. Said he: "We believe that unless a majority of the public is sold on private opera- tion of public utilities, we will lose our business to government operation no matter what kind of public relations we have with our own customers. The de- cision is going to be made in Washing- ton and that action will be greatly in- fluenced by public opinion." At that time, few attempts had been made to use network broadcasting as a (Please turn to page 60) 3. Latest show in steady ECAP swing to more popular shows is "Corliss Archer" (right) comedy. Present series gathers more than twice weekly audience of 1943 at Cost-per-M of $1.66 111! Timebuvers: underplayed, overworked Timebuyer is often shut out of strategy meetings Their decisions may involve millions, but timebuyers are agency forgotten men. Sponsors lose out when their skill is not used to full top timebuyers . some contact work Estimators Under $3,000 Work from potential station lists in making eosl estimates ♦Estimated by SPONSOR on basis of survey of agencies. 34 loaded dealers' shelves; seek out a spe- cial audience; or introduce a new product. "Yours not to reason why," the time- bin er was told in effect, loftily. "Yours but to buy and buy." This example of how a timebuyers full talents are being wasted is not unique. It's one of many, illustrating how an advertiser can lose money, be- cause of the lowly recognition some ad agency brass give to their timebuy- ers. sponsor has touched, indirectly, before on the underprivileged timebuy- er ("Timebuyers" lament," 1 June, 1948; "Your timebuyer can contribute more," 21 November, 1949; "So you think timebuying is easy?," 19 June, l'»~)l)). But right now, many feel, it's time for a full airing of the subject. In extreme capsule terms, the dilem- ma can be summed up this way. It's contended thai account executives, me- dia directors, and radio and TV pro- ducers are the Glamour Girls of the advertising business — and are paid ac- cording. Hul those Cinderella Girls, the timebuyers, do equall) difficult work, shoulder the brunt of the big-money SPONSOR How timebuyers are underplayed in ayeneies V V V V Lack of recognition: Account executives, seeking to keep full decision-making power and prestige, often give timebuyers mechanical role. Sponsor, agency, and timebuyer all lose out — not using timebuyer's market savvy, experience, means loss of money. Lack of remuneration: While glamour-boy top brass may get as high as $50,000, workhorse timebuyers (see chart below left) often get poorhouse wages. With a million-dollar responsibility, timebuyers want commensurate boost in their paycheck. Lack of advancement : Only rarely are timebuyers al- lowed to graduate to media director or account exec- utive. With their possibility of advancement cut off, their rut roadblocked, they may grow lethargic on job — meaning sponsor isn't getting money's worth. Lack of training. Because of their lowly, Cinderella status, agencies don't train timebuyers sufficiently; dragoon them helter-skelter from office boy ranks. There is need for college courses; agency lecture sessions taught by veteran media directors. Worst of all. many iimebii.vers arc poorly paid responsibility — and yet are accorded the status of ad agency serfs. Result: while the others are well rec- ognized, the timebuver suffers a loss of morale, and the sponsor doesn't get his complete money's worth from the ad agency. Of course, this see-saw of values doesn't apply in all ad agencies. The Frank Coulters (of Young & Rubi- cam) . the John Kuceras ( of Biow) , the Stanley Pulvers (formerly with Dan- cer-Fitzgerald, now Lever Brothers me- dia man), the Jim Luces and Jane Shannons (of J. Walter Thompson), the Tom MeDermotts (of N. W. Ayer), the Henry Clochessys. Al Eisenmen- gers, Frank Silvernails, all get full recognition as master craftsmen. Still, there are plenty of instances where the inequities prevail. Precisely how widespread are the in- equities? What has led to the situa- tion? And what can be done to alle- viate it? To answer these questions, sponsor, in a nation-wide survey, con- sulted over two dozen executives in va- rious strata and echelons of the ad agency hierarchy. Here is a summa- tion of their answers, including the point of view of agency management. To what extent are timebuyers unrecognized? Many pointed out that spacebuyers, of whatever rank, are generally more often consulted by the strategy-plan- ners of the client-agency group. On the other hand, the timebuyers, whether they are managers of the timebuying department, full-fledged timebuyers, as- sistant timebuyers, or timebuying esti- mators, are too often neglected. In the minds of the account executives, they are mistakenly relegated to the Siberia of clerk status. Charles Pearson, president of the Pearson Advertising Agency, believes this situation has arisen because time- Inn ing is a relatively new profession eoinpared to spacebuying. "It was especially true ten years ago," says Pearson, "when agency ex- ecutives grabbed anybody into the job, out of desperation. But there's no ex- cuse for giving spacebuyers more sta- tus than timebuyers today. Actual !\ .in my opinion, timebuying is much hard- er than spacebuying. Just about all a spacebuyer needs is Standard Rate and Data. But a timebuyer has to be con- s< ious of a vast number of imponder- ables, concerning stations, markets, time placement, and program shuf- fling." Jack Wyatt, partner of Wyatt & Scheubel, concurs. "Great timebuy- ers," he maintains, "have not been de- veloped except by a few agencies who recognize the important role they play. This includes agencies like Biow, Dan- cer-Fitzgerald. J. Walter Thompson, and some others. Today, with net- work TV proving so expensive, and main big advertisers entering one-sta- tion eities with spot programs, or shift- ing to spot, the timebuyer who has an equity of goodwill with TV stations is doubly important. Still, agencies can't see this, for the most part, and won I give the timebuyer the status he or she deserves." His partner, Reggie Scheubel, ex- timebuyer for Duane Jones and Biow, thinks so highly of her station contacts, she'll often break personal or business appointments of several weeks stand- ing— just to have dinner with an old station friend who's in town. She has developed timebuying to such a pol- ished art, that her agency now serves as an "outside" national timebuying department for other 4-A regional agencies — to name a few. Thomas F. Conroy, San Antonio; Liller. Neal & Battle, Atlanta; Westheimer & Block, St. Louis; Charles A. Rumrill. Roch- ester; and Reingold Company. Boston. An ex-timebuyer. now a station rep- resentative, blames some account exec- utives for elbowing timebuyers out of strategy conferences. "SecretU the agency vice presidents often crave to monopolize the power and prestige in- volved in fully making expenditure de- cisions. They like telling clients or ^ta- ( Please turn to page 83) 19 NOVEMBER 1951 35 Ray co profits by its T f tri a Seat-cover firm ehose wrong vehicle on its first venture in! 0 Now it's found spot radio and TV approach that works, is expanding §20 H over-all ► EVA GABOR COULDN'T SELL SEAT COVERS High-fashion appeal on Eva's women's interest show flopped in a N.Y. test campaign to find TV formula, soured Rayco on air use ► MYiltKr DKAMA DID New approach, this time aimed at men primarily with hard- hitting appeal, was a success when Rayco used WOR-TV's "Trapped" mystery drar ima series 36 Seldom has there been a TV test campaign with so many high hopes pinned proudly to it as the one used in New York last win- ter by the Rayco Manufacturing Com- pany. Seldom has there been one which flopped so thoroughly. Rayco, which had gone into the cam- paign hoping to find a master TV pro- gram formula that could be used wide- ly in other markets, was stunned. The 11-week run on the test vehicle, WJZ- TV's Eva Gabor Show, cost them $25,- 000 and sold a mere $1,375 worth of seat covers. If it proved anything, Rayco felt bitter, it only showed them that perhaps they would be bet- ter off if they stayed out of broadcast advertising entirely. So sour was Rayco that it even con- sidered dropping the axe on all of its existing air advertising, including siz- able announcement schedules in some 25 radio markets and about 15 TV markets — despite the fact that plenty of sales could be traced to them. There seemed to be no sensible reason why Rayco's carefully-constructed TV test formula, that of linking its product with high-fashion commercials to a well-rated woman's-appeal show, hadn't worked. Weeks went by. A change in ad agencies was made. Rayco became busy with its brisk spring sales, and a big expansion program. Then, the new ad agencj made a bold suggestion: use another TV show to test a new ap- proach. This time, the sales pitch would be hard-hitting, and would be directed toward men. Ra\co was highly suspicious, but finally agreed, and bought Trapped on \\ < )!!■ I \ . Rayco needn't have worried. SPONSOR d errors m ^QmmyV Door results, let Results from the new approach were eye-opening. Soon, the $2,500-weekly TV program was pulling in traceable sales at the rate of $7,500 per week. During the July-to-October test of the revamped TV formula, only some 20% of the ad dollars allotted for New York went into the video show. But it pro- duced 35% of the New York area sales. Rayco was dubious, then incredulous, then delighted. Rayco no longer feels that its ad dollars were entirely wasted in the dis- astrous Faffaire Gabor. The rising \ oung firm now realizes that what went wrong was not the fault of the blonde Hungarian beauty, but rather in a wrong first approach to TV program- ing. Raycos top advertising brass. president Joseph Weiss, and sales and merchandising manager, Julius Rudo- miner, can smile about it, even though it was far from funny at the time. Now, with its eye on eventual net- work telecasting, Rayco has firmly es- tablished radio and video as integral portions of any future Rayco ad plans. Already spending about a third of an $800,000 ad budget on the air. pri- marily in local-level radio and TV spot campaigns, Rayco intends to make broadcasting's share even larger when it begins to expand into big-time TV programing, backstopped with spot ra- dio campaigns. The storm which it weathered in New York City with its first large-scale "experiment" has given the firm confidence in the medium, as well as the much-desired working for- mula to apply nationally, either via net- work TV or in market-by-market ex- pansions. Strange as it may seem today, in view of what happened, the Eva Gabor Show looked like a wonderful "pilot" TV programing operation when the Kossman agency, then Rayco's ad counsel, had first presented it to the seat cover firm late last year. True, Rayco was a firm that had grown so fast it hardly had time to catch its adveitising breath. It had been a broadcast advertiser only since 1947, a year after its founding, with no clear-cut approach. But, the idea of teaming a Rayco sales pitch with (Please turn to page 76) RAYCO'S FORMULA OF SIMPLE, HARD-HITTING TV COMMERCIALS TESTED ON "TRAPPED" IS SOON DUE TO BE USED NATIONALLY QOGGONi NICE 1111 4 Vw* :'): erracr^r* 12* 30 MIN. WI1H iVlRY srr juiimwi Harry Wayne McMahan, executive producer of Five Star Productions, Hollywood, is responsible for chart and information shown on these pages How to blend film-commerci Take two or more of the five f ilm-oommei "' mix I hem per Harry MeMahan's formula. You'll save pi '' BIRD'S-EYE VIEW OF MAJOR FILM TECHNIQUES TECHNIQUE CARTOON: As the chart (right) indicates, cartoon breaks down into four subdivisions, ranging from costly full animation to inexpensive (and ineffective) "comic strip" techniques. Top advantage of cartoon is to gain interest, so in a commercial where techniques are com- bined, cartoon is best to open the spot. S.O.S. Scouring Pads, on "Show of Shows," have proved this with the "Magic Bunny" series which open with cartoon, then go to live action to demonstrate the product. Where budgets LIVE ACTION: There are two types of live action: nar- rative (off-screen voice) and dialogue (sync sound). New York TV has used far too much talk-talk-talk by actor and announcers, both live and film, to get the greatest good from its commercials. (Editor's note: in Harry McMahan's opinion.) Live action, narrative style, is mandatory 'or demonstra+ion of the product, for setting the exposition into a "selling" situation, for anything requiring human- irterest factors, and for appetite appeal in a food prod- are limited, "grow" cartoon, at a fraction of the cost of full animation, is a good "opener." Trademark characters can "come to life" in cartoon with greatest fluidity. Again, in the case of S.O.S., the "Magic Bunny" which started as a TV commercial device in 1952 will be featured on the package itself. The product, be it can or car, can be "personalized" in cartoon. Exaggeration and fantasy are a cinch with this technique. Finally, nothing surpasses cartoon for jingles; it makes them tops for long life. uct. Dialogue live action is best only when a "personal- ity" is involved, when an actor has a testimonial type of comment, or where a key copy line is involved. Personal- ities of the caliber of Arthur Godfrey, Art Linkletter, Betty Furness, and Kate Smith obviously require sync sound, but the common run of announcers are a detriment to the commercial and should be used strictly off-screen, heard but never seen. New York is gradually crawling out of its radio diapers and deftly learning this lesson. 4 CARTOON ACTION illllllllllllllllllllllllllllllllllllllll lllllllllllllll!IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIPIIIIIII!llllli|llllllli!llll^ STOP MOTION: Photographed in intricate frame-by- frame movements (24 per second) Stop Motion has won- dcous uses. Lucky Strike's marching cigarets — an idea stolen from Muratti cigarets in Europe — proved this tech- nique for personalizing the product. Scotch Tape used Stop Motion to personalize and demonstrate uses. Pills- bury used it for exaggeration, with "floating pancakes" to intensify the copy line that "light, light pancakes are here!" Mechanical action, where frame-by-frame demon- " PUPPETS: In this category fall the best and the worst of commercials. Unless it is a "Howdy Doody" or "Kukla, Fran, & Ollie" — where "personality" is the dominant fac- tor— string marionettes and hand puppets are a disgrace to the industry. They detract from rather than add to the product values. Quite another thing are the George Pal ♦ypo of puppets, first introduced in commercials in Hol- land long before he came here to do "Puppetoons." These, a succession of heads and bodies in progressive stration of a product is useful, also finds an advantage in Stop Motion. Balancing the attention-getting and long- lasting appeal of Stop Motion is its high cost, made nec- essary by the time-consuming effort which goes into pro- ducing each frame. Lucky Strike has been able to adapt the Stop Motion technique first used for its commercials into a striking introduction for its TV "Hit Parade," suggesting the possibility that Stop Motion footage made for film commercials can later be used to good advantage. action positions, are shot by a Stop Motion technique, becoming virtually a third-dimensional cartoon. Peter Paul Candy has proved their merit for singing jingles, and Heinz currently is using this technique to bring to life the "Aristocrat Tomato" trademark character. In the Pal technique, the "dolls" are expensive, but this is readily amortized over a series, bringing the cost far under cartoon. The Heinz series, for instance, was de- livered for less than $1,500 each, commissionable. STOP MOTION 4 PUPPETS PHOTO ANIMATION: Here is the low-cost technique that can "balance the budget" on any film announcement. Utilizing the principles of cartoon animation and stop motion, it takes still photographs and titles and makes thorn graphic. Tho stills can bo retouched to show the p.oduct to greater advantage, and a succession of photo- graphs can be used to achieve actual animation. Dickies' Work Clothes, for instance, used this tochniquo to show a man bowling against a sketch background, and also to demonstrate the washability of the pants as they animate in and out of a tub. Knapp-Monarch Appliances utilized this method to show various raw products coming into a mixer and dissolving out as finished articles. Photo Ani- mation is also useful in showing a "catalog" of products, for inexpensive special announcements, and for signatures on any announcement. At least three producers now are actively exploring further possibilities of this low-budget, rewarding and what promises to be well used technique. PHOTO ANIMATIOi iniqiies liques below; •ief and money ■y h is the contention of Five Star Productions, a leading Holly- I Jg wood producer of film commercials, (Coca-Cola, Ford, Sun- kist, Philco dealers) that TV selling has suffered from a lack of variety. To get commercials ivith full impact at low cost, Five Star believes two or more of the basic film techniques (cartoon, live action, stop motion, etc. ) should be blended in a single commercial. The chart and commentary on these pages are Five Star's contribution to the art of blending film techniques. Note the column headed "Best Position." It is the key to proper blending because it tells where in the commercial each technique can best be used, sponsor presents Five Stars formula in compact form here so that it can be posted for ready reference. ICHNIQUE ^-DIVISIONS AVERAGE COST (Per Second) EXPECTED LIFE (Per Market) ill Animation mi ted Action Srow Cartoon' *omic Strip' arrative or f-Screen Voice $60 $30 $15 und or >ialogue' $ 8 iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii $40 20 or more times 10 or more times 5 or more times 2 or more times $50 ll!lilllll!lll|]l!ll!ll!llliilll|[|l!llillll!!!llllllllllllll!!llllll!lllllllllll!llllllllll!l 10 or more times BEST POSITION (In "Blended Spot") Opening Center Opening Not Recommended Center $30 ime-by-Frame hnique ing nd 2 or more times ;iiiiiiiiiiiiiii:iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin 8 or more times Key Line, Climax, or Testimonial Only Center $40 $ 6 $ 6 IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIM $15 15 or more times 2 or more times 4 or more times 5 or more times Opening Not Recommended Not Recommended Center End Signatures rt prepared by Harry Wayne McMahan, "Five Star Productions," Hollywood, for SPONSOR. BEST ADVANTAGES Al USES OF TECHNIQUI CARTOON: To Cain Interest For Trademark Character Personalizing Product Exaggeration, Fantasy Singing Jingles lllllllllllllllillllllllllllllllllllllllllllllill LIVE ACTION: (Narrative) Demonstration Exposition Human Interest Appetite Appeal (Sound) "Personality" Commercials Testimonials Key Copy Line inn STOP MOTION: Demonstration Exaggeration Mechanical Action Personalizing Product PUPPETS: Trademark Characters Singing Jingles iililllllllllllliiiilllillllillillllllllllllllllllllllllllllllllllllllllllllllll PHOTO ANIMATION: Special Announcements Retouching Products Demonstrating Intangibles Signatures Harry Wayne McMahan, executive producer of Five Star Productions, Hollywood, is responsible tor chart and information shown on these pages How to blend filni-conimera Take two or moro of the five film-eomiufri mix them per Harry Mdluhan's formula. You'll save |fc> BIRD'S-EYE VIEW OF MAJOR FILM TECHNIQUES I CARTOON: As the chart (right) indicates, cartoon breaks down into four subdivisions, ranging from costly full animation to inexpensive (and ineffective) "comic strip" techniques. Top advantage of cartoon is to gain interest, so in a commercial where techniques are com- bined, cartoon is best to open the spot. S.O.S. Scouring Pads, on "Show of Shows," have proved this with the "Magic Bunny" series which open with cartoon, then go to live action to demonstrate the product. Where budgets LIVE ACTION: There are two types of live action: nar- rative (off-screen voice) and dialogue (sync sound). New York TV has used far too much talk-talk-talk by actor and announcers, both live and film, to get the greatest good from its commercials. (Editor's note: in Harry McMahan's opinion.) Live action, narrative style, is mandatory 'or demonstration of the product, for setting the exposition into a "selling" situation, for anything requiring human- irterest factors, and for appetite appeal in a food prod- are limited, "grow" cartoon, at a fraction of the cost of full animation, is a good "opener." Trademark characters can "come to life" in cartoon with greatest fluidity. Again, in the case of S.O.S., the "Magic Bunny" which started as a TV commercial device in 1952 will be featured on the package itself. The product, be it can or car, can be "personalized" in cartoon. Exaggeration and fantasy are a cinch with this technique. Finally, nothing surpasses cartoon for jingles; it makes them tops for long life. uct. Dialogue live action is best only when a "personal- ity" is involved, when an actor has a testimonial type of comment, or where a key copy line is involved. Personal- ities of the caliber of Arthur Godfrey, Art Linkletter, Betty Furness, and Kate Smith obviously require sync sound, but the common run of announcers are a detriment to the commercial and should be used strictly off-screen, heard but never seen. New York is gradually crawling out of its radio diapers and deftly learning this lesson. ;!!l[|||||!!!lllllll!l!l!l!l![l!l!llllll]!!!ll!!ll!l[|||illlllllll!!lli:]lillllll!llll I!|||||||||||||||l|||||||||||||||||||||||lllllllllllllllllllllllllllllllllllllllllllllllllll STOP MOTION: Photographed in intricate frame-by- frame movements (24 per second) Stop Motion has won- drous uses. Lucky Strike's marching cigarets — an idea sfolen from Muratti cigarets in Europe — proved this tech- nique for personalizing the product. Scotch Tape used Stop Motion to personalize and demonstrate uses. Pills- bury used it for exaggeration, with "floating pancakes" to intensify the copy line that "light, light pancakes are here!" Mechanical action, where frame-by-frame demon- PUPPETS: In this category fall the best and the worst of commercials. Unless it is a "Howdy Doody" or "Kukla, Fran, & Ollie" — where "personality" is the dominant fac- tor— string marionettes and hand puppets are a disgrace to the industry. They detract from rather than add to the product values. Quite another thing are the George Pal typo of puppets, first introduced in commercials in Hol- land long before he came here to do "Puppetoons." These, a succession of heads and bodies in progressive stration of a product is useful, also finds an advantage in Stop Motion. Balancing the attention-getting and long- lasting appeal of Stop Motion is its high cost, made nec- essary by the time-consuming effort which goes into pro- ducing each frame. Lucky Strike has been able to adapt the Stop Motion technique first used for its commercials into a striking introduction for its TV "Hit Parade," suggesting the possibility that Stop Motion footage made for film commercials can later be used to good advantage. lllllllllllllllll!IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIJ!llllllllllll!l!llllilllllllllll action positions, are shot by a Stop Motion technique, becoming virtually a third-dimensional cartoon. Peter Paul Candy has proved their merit for singing jingles, and Heinz currently is using this technique to bring to life the "Aristocrat Tomato" trademark character. In the Pal technique, the "dolls" are expensive, but this is readily amortized over a series, bringing the cost far under cartoon. The Heinz series, for instance, was de- livered for less than $1,500 each, commissionable. STOP MOTIOI 4 PUPPE PHOTO ANIMATION: Here is the low-cost technique that can "balance the budget" on any film announcement. Utilizing the principles of cartoon animation and stop motion, it takes still photographs and titles and makes them graphic. The stills can be retouchod to show the p.oduct to greater advantage, and a succession of photo- graphs can be used to achieve actual animation. Dickies' Work Clothes, for instance, used this technique to show a man bowling against a sketch background, and also to demonstrate the washability of the pants as they animate in and out of a tub. Knapp-Monarch Appliances utilized this method to show various raw products coming into a mixer and dissolving out as finished articles. Photo Ani- mation is also useful in showing a "catalog" of products, for inexpensive special announcements, and for signatures on any announcement. At least three producers now are actively exploring further possibilities of this low-budget, rewarding and what promises to be well used technique. liques below; ief and money ■By ft is the contention of Five Star Productions, a leading Holly- | J/ wood producer of film commercials, (Coca-Cola, Ford, Sun- hist, Philco dealers) that TV selling lias suffered from a lack of variety. To get commercials with full impact at low cost, Five Star believes two or more of the basic film techniques (cartoon, live action, stop motion, etc.) should be blended in a single commercial. The chart and commentary on these pages are Five Star's contribution to the art of blending film techniques. Note the column headed "Best Position." It is the key to proper blending because it tells where in the commercial each technique can best be used, sponsor presents Five Star's formula in compact form here so that it can be posted for ready reference. AVERAGE COST (Per Second) II Animation nited Action row Cartoon' omic Strip' $60 $30 $15 irrative or F-Screen Voice jnd or ialogue" $ 8 lllllllllllllllll!ll!!:illil!lll!l!!llll!!llllllllllllll!llll!ll!!lllll!!llll!!!!lllll!!ill!l $40 $50 me-by-Frame inique $30 !llllll!lllll!!llllll!lllll!l!IDIIillll!!llllllllllllllllllll!llllli;!lllllllllllllll!llll "9 id $40 $ 6 $ 6 $15 EXPECTED LIFE (Per Market) 20 or more times 10 or more times 5 or more times 2 or more times 10 or more times BEST POSITION (In "Blended Spot") Opening Center Opening Not Recommended Center 2 or more times Key Line, Climax, or Testimonial Only BEST ADVANTAGES A USES OF TECHNIQU CARTOON: To Cain Interest For Trademark Character Personalizing Product Exaggeration, Fantasy Singing Jingles lllilllllllllllllilllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll !!II!!IIII!III!!!IIIIIIIIIIIIII!!IIIIIIIUIIIIIIIIIIIIIII1IIIIII!IIIIIIIII!IIIIIIIIIIIIIII!!II lllllllllillllllllllllllinilllllllllllllllllllllllllllllllllllOT LIVE ACTION: (Narrative) Demonstration Exposition Human Interest Appetite Appeal (Sound) "Personality" Commercials Testimonials Key Copy Line 8 or more times Centei 15 or more times 2 or more times 4 or more times 5 or more times Opening Not Recommended Not Recommended Center End Signatures STOP MOTION: Demonstration Exaggeration Mechanical Action Personalizing Product lllllllllllllllllllllllll PUPPETS: Trademark Characters Singing Jingles PHOTO ANIMATION: Special Announcements Retouching Products Demonstrating Intangibles Signatures t prepared by Harry Wayne McMahan, "Five Star Productions," Hollywood, for SPONSOR. hti BOB I OBi:>I \> Looking back as little a- 12 months ago, it is mo-t apparent that something dramatic lias happened to the qualit\ of film-made-for-television. The meta- morphosis was a gradual one, to be sure, and has not yet been completely effected in all instances, of course But rail) speaking, TV films toda) look fine on TV. And this, brethren, was not the usual run of events as many in- dividuals and man) thousands of feet of film can testify. I ei!i it then went into an awkward almost-malch-dissolve then into a real knight in real armot on i real horse. Ilm! From ilii- clever touch we galloped across the facl that Reynolds' competition has kepi alumi mim prices down, fully illustrated with ani- I graph pin- pictures of the factory, quick CUtS "f airplane-, trains, foil-wrap. window sashes, gutters, etc. \\ . ended out little journ i h Rey- nolds-land with, you guessed it, the gu) on his hi n, framing as dull a piece of I've Been sini e I re. rived ih, | ,,, : Nail File Corporation's annual report white flares often appeared where we had expected to sec interesting visages. The next several weeks resulted in frantic experimentation with backdrops of all kinds and colors, while lighting of every conceivable variety was tried so that this one rather static program could become as clear as live television and impossible to differentiate from same. This hit-and-miss method was necessar) . mind you, despite the inten- sive ministrations of experts from net- work, Hollywood, and agency alike. I know that others by the score faced this same dilemma whether they were filming a 20-second chainbreak or a half-hour drama. Film, in plain lan- guage, was coming out poorly and (Please turn to page 70 1 to it- Stockholders. (You know -that Rey- nolds aluminum foil for wrapping looked in- teresting wish they'd let Kate talk about it some night — and show what it does!) £ } review SPONSOR. Gillette Safety Razor Co. AGENCY: Maxon, Inc., New York PROGRAM: Announcements The most recent Gillette film I've seen is an animated epic that gives me pause to won- der. The story told (or more properly, drawn) is of a gent who .hop- his razor to the bathroom floor, even as you or I. The resulting damage to the gadget gives cause to a length) discussion, all animated, mind you, regarding the precision involved in the making ol both razor and blade and how you'd bettei gel a new one if you've dropped yours. To me (a gent who recentl) switched to i Gillette razor as reported a few issues back) this i- throwing doubl on the durability of the impli mi nl and make- me think of the problems inherent in it something I'd rath- er not know about. I'm sure this n< gativi approai h was not taken lightlj : in fact, I'll tgei a I.H .,i bullion thai it came from a survey which showed that great many Gil- lette razors in use were not giving the best ervice, I rom this i ami the conclusion that there's real potential switching users who own damaged Gillettes to new ones. The animation is good except for the lip sync and perhaps the fact that a story such as Gillette is attempting to convey might be better told realistically. SPONSOR: Kaiser-Frazer Corp. AGENCY: William H. Weintraub, Dearborn, Mich. PROGRAM: One-minute annemts. I doubt whether I've ever seen a more adroit combination of animation and live action shooting". This trim little automobile (the Henry J) is made to look just as smart and roomy on the road as it is in the careful- ly and realistically drawn sequences. By in- terlacing live sequences with animated, a wonderful feeling of pace and interest is maintained throughout the announcement. We see the car rolling in against a West- ern (drawn) background, while animated figures leer out of it and tell of its virtues, sometimes in song, sometimes in spoken copy, hut there is always enough real-car-on-road to keep us ever mindful of the fact that we are talking about a real automobile with all the solid features that go to make for good motoring. Car copy is hard to do well — and very hard to make stand out. Both have been achieved for the Henry J. The commercial was pro- duced by John Sutherland, Inc. SPONSOR: Clorox Chemical Company AGENCY: Honig-Cooper Company, San Francisco PROGRAM: "Jessie DeBoth's TV Note- book," WJZ-TV Jessie's TV Notebook, which lakes its name from this very savvy lady's syndicated cook- ing column in newspapers, came forth with a live commercial the other day that not only wowed yours truly but (more important!) also floored the six damsels that were view- ing it with me. To prove that Clorox ac- tually does its job, Jessie smeared coffee, prune juice, orange juice, and blackberry jam on a white linen napkin right in front of the camera. Mi. horrified comments of the gals who were watching alongside of me attested to the daring of this feat. Jessie then dunked the messy cloth into a bowl of Clorox and went on with her cooking. Shortly after, she returned to the bowl, took out the napkin, and h\ Gawdge, it was as spotless as the space-ads saj it'll he. All of which goes to prove thai TV, utilized as Miss DeBoth did it simply, dramatically, and convincingly— 'lemon-irate- with action and sells by dem- onstration. 42 SPONSOR Of all of Mr. Webster's definitions of equipment, we like the following: e-quip'ment : the mental or temperamental traits and resources which equip a person. Certainly we have the physical equipment for making fine television commercials in our studios (and we'll have an interesting story to tell about some of this later) but the physical equipment represents only the tools of the trade. We sell personnel. We sell experienced personnel. We sell advertising personnel. From the creative beginning through complete pro- duction, our key people are specialists in visual sell- ing. That's why Sarra television commercials are eye and pocketbook openers! <■» area was 20%; dealer sales in South Jersey uns up ~>i»n', and repeat orders from dealers ranged as high as 1.5(H)'', in in- creased sales. WKDN, Camden, N.J. PROGRAM: Announcements SPONSOR: Ziegenfelder Ice Cream Co. AGENCY: Direct 1 \l-l 1! I \M HISTORY: Sponsor's problem: to in- crease ice cream sales during the winter months. Ziegen- felder decided the proper approach would be 15 announce- ments weekly. By the end of February, sales were up 104% over the same month last year. Jn March the same schedule was designed to hold at least 60% of the new increase. Despite extremely bitter-cold weather the satu- ration campaign held 71% of the increase realized in February. Cost: about $112 weekly. WTRF, Bellaire, O. PROGRAM: Announcements EASTER HAMS 1 RADIO RESULTS SPONSOR: Ohio Provision Co. AGENCY: Gerst, Sylvester & Walsh 1 U'SILK CASK HISTORY: Ohio Provision shared costs with WJW on an Easter ham campaign involving point- of-sale hangers, showcase streamers, etc. The Easter ham message was duplicated on Ohio's 15-minute morning neivs show ($36 per program). This is Ohio president Alex McCrae's report: ham sales up 20 to 25% during the Easter period; highest Easter sales in the company's 60- year history resulting in an unprecedented sell-out. WJW, Cleveland PROGRAM: News With MacDonald COMBINATION RANGES NON-GLARE EYEGLASSES SPONSOR: Kings, Inc. VGENCY: Direcl 1 APS1 M « ISE HISTORY: A five-minute weather sum - mar\ prox ides an ideal sales vehicle for Kings because of the high listener interest in ueathei reports in this rural una. Recently, Kings devoted a single fire-minute show to Kalamazoo combination ranges. Quick response sold four ranges within four hours: luo soon after for a com- bined $1,900 gross. The weather program, only advertis- ing medium used. COStS $4.65 pel slloie. \\l)l.\. Waterbury, Vt. PROGRAM Weather Summary SPONSOR: National Optics Co. AGENCY: Huber Hoge CAPSULE C A SE 1 1 1 STORY : National Optics started with three announcements weekly ($90) on the early-morning Ralph Story Show. The offer: Rayex night driving glasses at $1.98 each, plus postage. Second week sales totalled 341 orders; the sixth week pulled 459. In National's seventh week of campaigning the account had run 34 an- nouncements and received a total of 2,104 orders for a sales gross amounting to $4,165.92. KNX, Los Vngeles PROGRAM: Ralph Story Show PLANT NURSERY TELEVISION SETS SPONSOR: Vallej Nui VGE N< \ D CAPS1 i i 1 \h HISTORY : The muse,, twitched from u spupeis to radio, but nun illumed the same $25 month- ly budget. Initial difficulty, "//'"'/t i$ III miles out of ton u and most of the one minute announcement iias de- voted to travelling directions. Nevertheless, lust thret announcements brought mine business than a yean of newspapei ads. Third-day an announcement brought well oi m >2 to -1 > KOPP, Ogden, Utah PROGRAM Km emenU SPONSOR: Television Centei \CKNCY: Clark Associates « VPS1 1 l l W HISTORY : This dealer took on a line of Philharmonic receivers never previously sold in Grand Rapids. Fifty announcements in one week were scheduled to introduce the sets, but World Series commitments inter- fered. Ins/end. the announcements were scattered over a \0-du\ period. Post-campaign tally: the store's complete in i en tory of 22 sets, representing a cash value of $5,000, were sold. Ad costs: $9 per announcement. WGRD, Grand Rapid-. Mich. PROGRAM: Announcements "At this ratio, we could carry 38 minutes of commercials per hour.' Yes, if radio worked on the same basis as many newspapers, 64% of air time would be commercials! Maybe that's another reason why people spend 66% more time with radio than with newspapers in the WAVE area! WAVE, however, works on about a 10% ratio, and still gives you 1000 one-minute, Class- A impressions for only 37c! Facts above are from scientific, authoritative survey made by Dr. Raymond A. Kemper (head of the Psychological Services Center, University of Louisville) in WAVE area, July, 1951. Copy on request. 5000 WATTS NBC WAVE LOUISVILLE Free & Peters, Inc., Exclusive National Representatives 19 NOVEMBER 1951 47 I Ifou Way Wave *%d{U: .Late every autumn, our Board of Directors meets to adjudge the past year's performance of every man in our organization — to decide who, if anybody, has earned the right to be called The Colonel of the Year. The resulting award, "for services over and above the call of duty", has come to be regarded as the highest honor any of us can achieve. . . . Even though this or any other year's Colonel of the Year may be located thousands of miles from your city, you may easily have helped elect him. He may very well have won his award partly on the strength of some job he did for you, even though you two may have never met, never discussed your problems face-to-face, nor given or received any personal recognition for a job well done Because all of us Colonels, in all seven of our offices, are mutually dependent on each other, and work as a team on any problem that requires any sort of coopera- tive effort. Thus, to you as well as to us, our Colonel of the Year citation is a significant incident. It is not given as a substitute for spendable rewards, but we believe that it is as important to our Colonels as are the Profit- Share Plan and the cash bonuses that also provide very tangible measures of our efforts and achievements, here in this pioneer group of station representatives. REE ETER Pioneer Radio and Television Station Representat Since 1932 NEW YORK CHICAGO DETROIT ATLANTA FT. WORl ?xm£&i \J Ox Colonel j| i.i,--. Sones Scovcm "■*» * - r sin cly Mr. Gaudy, bj his question, in- dicates that he recognizes an op- portunity to build community rela- tions with radio and TV us e. Frankly that's re- freshing. Far too much emphasis is <>ii direct sales, as one turns from station to station, and in m\ opinion ver) real opportunities arc stilled. I think, as far as new car dealers arc concerned, that their opportunit) in ra- dio and T\ i> to create interest, be of help with information and build trust. Propi i usage will bring prospei ts to salesmen, and . . . I think salesmen do the selling . . . that's their job. \\ hen an advertiser helps w illi in- formation ami builds ii list, he - cer- tainly bettering his community rela- tions and mw car dealei - are in a ver) en\ iable position to < reate such inter- est. I ■ idaj automobiles are essential in ever) sense ol the word. We do have an immediate and ver) personal inter- est in the famil) car. \\ e II trusl the di il< i who helps u*- gel the mosl oul of our investmenl more readil) than that dealer who continuall) teases with the opportunit) to reinvest. I here are man) things that new car dealers can tell us . . . when and what to do about prepai ing foi < old weather driving, and warm: how to get the most out of our cars . . . out of tires, and gas. and oil. and plugs, and bat- teries, etc.; what dealers do about lo- cal driving and safety problems, how the schools are helping with driver training programs, how we can help; ad infinitum. I believe in new car dealer program- ing that sells the dealer. It can be in- teresting and informational. It will build trust. It will better community relations. It icill deliver prospects to salesmen. Prospects who are not only "in the market." but prospects pre-sold on the most important factor . . . where to bu) . Henry Liebschutz President Advertising Inc. of Washington Washington, D. C. Mr. Byerly For a practical answer to this question, the au- tomobile dealer can take a tip from the great gasoline compa- nies who are cul- tivating the same people and do- ing a dramatical- ly successful job of it primarilx through local sports and news broadcasts. Radio gi\e> the mass coverage that parallels the famil) percentage of au- tomobile ownership. In addition, ra- dio reaches cat ow tiers w hen the) are mosl car-minded while the) arc driv- ing. Sports and newscasts select the male audience the advertiser inainlv wishes to reach. Building community relations should be an integral part of all advertising. By devoting some commercial time pe- riodically to plugs for civic and chari- table causes, any advertiser can inte- grate himself in community life, win influential friends, and also do a lot of good. The local radio station — prime-mover in hundreds of commu- nity campaigns — can be an invaluable aid in doing this. Keith S. Byerly General Sales Manager WBT, Charlotte, /V. C. We new car dealers, acting at the level of our J national associa- tion, recently concluded nation- wide research to- find out specifi- cally what people across the coun- Mr. Wolfington try think of auto- mobile dealers. One very revealing fact brought forth was that the majority of people trust "'their automobile dealer." Well, I know- that good business practices build trust and that most au- tomobile dealers operate at high ethi- cal standards, so it must be a matter of telling people how you operate that starts the satisfied-customer cycle. Radio and TV are just about the per- fect medium for telling people how \ oir operate . . . selling yourself, in the same place that your manufacturer sells product. New car dealers have much more than product to sell. They sell service and maintenance, they assure essential 50 SPONSOR mobility and they are important eco- nomically to the community . . . sup- porting local projects, providing local employment, paying local taxes, and purchasing locally. We new car dealers expect the fac- tory to do a bang-up job of selling product, but we ourselves must sell our- selves. Station salesmen and program personnel can help us. They can help us integrate our promotions into the broad related programs of both our manufacturer and our national asso- ciation. They can help us build the type of programing best suited to our individual needs, help us select the best time to broadcast and keep us scheduling programs continually. I might add that most of us in the automobile business know less about promoting ourselves than selling auto- mobiles. Conversely radio and TV men may be in the same plight. In that event, I'm in a position to know that the National Automobile Dealers As- sociation in Washington will gladly provide material to help them help us. J. Eustace Wolfington Chairman, Public Rel. Committee National Automobile Dealers Assn. Washington, D. C. People who sell services need to inspire confi- dence. Confi- dence generates loyalty. Loyalty plus good service keeps people coming back. Razzle - dazzle whoop-de-do en- tertainment may catch the eye or the ear. but no asso- ciation-breeding confidence results. In my experience, most car dealers lean toward service features in radio. This is not particularly true in TV however "where entertainment — variety shows, old movies — seem to be most in de- mand. Citing several radio case his- tories: Mercury Dealers used WBBM's Jim Conway Show in the early morn- ing in Chicago to sell service as well as new and used cars. So the theme of their show was — service: time sig- nals; weather reports; tips on driving. John Harrington's 5:15 p.m. news sponsored by the Ford Dealers of Chi- cago— at an hour when the Outer Drive was jammed with homebound {Please turn to page 82) Mr. Brent A QUARTER-CENTURY of FARM BROADCASTING "Listener loyalty" is the phrase mosl appli- cable to Pioneer Station WGY's 25 years of farm broadcasting. During this period of WGY's 29-year history, the 603,660 rural radio families, in addition to the thousands of city-dwellers who have gardens in the 17th State*, have relied on WGY's farm broadcasts for valuable advice and information. WGY is writing history every day with its farm programming; adding more remote broadcasts to the 600 already conducted; receiving more mail to add to the staggering 1,000.000 pieces already received; and visiting farms and 17th State farmers to gather material for more transcribed broadcasts. WGY's first farm broadcast was '"The Farm Paper of the Air," which has '"gone to press" 8000 times since November, 1926. (This Spring the last 15 minutes of "The Farm Paper of the Air" was opened commercially). Soon after this inaugural farm broadcast, "The Farm Forum," a public service program heard every Friday evening at 8:30 P.M., and featuring leaders in agriculture, industry and government, was started. Both these programs have since become a cornerstone of WGY programming. *The population of the WGY area exceeds the popula- tion of 32 states. Typical of WGY's listener loyalty is this crowd which watched a Farm Paper of the Air broadcast from the station's Farm Broadcasting Exhibit Booth at one of New York State's county fairs this summer. THE CAPITAL OF THE 17th STATE A GENERAL ELECTRIC STATION Represented Nationally by NBC Spot Sales 19 NOVEMBER 1951 51 PEOPLE sell bett: NBC RADIO, POWERFUL AT BIRTH Network radio began 25 years ago this month with formation of the National Broadcasting Company. In its 1: years NBC attracted many advertisers because of the novt and glamor of the new medium, but these advertisers sta; and increased their investment in NBC because they disc ered our simple truism : People sell better than paper. In the last 25 years NBC has become the voice of the grt est names of this industrial era. Names like Cities Servin continuous advertiser for the full 25 years; General Foods t General Mills. NBC clients for 24 consecutive years; Firestc beginning its 24th consecutive year this month. We have no finer salestalk than this list of current N — h IS NOW THE MOST-HEARD VOICE ON EARTH jidvertisers, all of whom have used the network continuously 'or 10 years or more : \merican Tobacco Co. "he Bell Telephone System lolgate-Palmolive-Peet Co. :. I. du Pont de Nemours and Co., Inc. (raft Foods Co. .ever Brothers Co. .ewis-Howe Co. .iggett & Myers Tobacco Co., Inc. ^iles Laboratories Inc. The Procter and Gamble Co. The Pure Oil Co. R. J. Reynolds Tobacco Co. Skelly Oil Co. Standard Oil of California Sterling Drug Inc. Sun Oil Co. Whitehall Pharmacol Co. Yes, for 25 years people have been selling better than oaper on NBC. N BC caciso Network a service of Radio Corporation of America 1^-— I'll II II (III This SPONSOR deportment features capsuled reports of broadcast advertising significance culled from all seg- ments of the industry. Contributions are welcomed. Supermarket's exciting pitch You need plent) of know-how to in- vade the supermarket field. And to be able to open 15 new supermarkets in less than 15 years amidst a host of na- tional chain stores shows top -.i\\\. One man who accomplished all this is J. \. ^lbertson, owner-manager of Ubertson's Food Centers in Washing- ton, Oregon, and Idaho. \\\< foresighl and a few pet ideas, one of them ra- dio, nurtured this amazing growth. "\\ •■ use radio to en-ate cM-jtcnicnl. enthusiasm Eo: ever) store event," says Mbertson. "To < reate a low-price im- pr< ssion, we use only two items in each announcement. These are items that <). Boise, might tell about a Pirate l'a\ Treasure Hunt, for instance, with news- papers carrying the same story. The te Da) win k- this ua\ . \ Pirate lal>el on an\ item in the store means that item is free. It's indicatn e ol \l bertson's merchandising knack. So, too, is the increase in store traffic for these events. Mbertson's ideas don't end there. On the subject of shopping impulses, In- says: "\\ e recognized I ago thai housewives don't come into grocer) stores with shopping lists as the) did 20 years ago. The majorit) of pur- ■ impulse purchases. Radio has helped to stimulate impulse buying. \\ i help h\ making oui i ommer< ials Bound tempting and then we build our es huiltl store traffic Albertson's 15 supermarkets rely on AM's pull displays to look just as appetizing as the commercials sounded. ' I he personal toueh is also important. To make the atmosphere of an Albert- son I I Outer as l'riendl) as possi- ble is the job of Albertson's Go I isit- iiiii on kIDO. A staff announcer calls on housewives with a tape recorder; discusses topics of general community interest. In appreciation, the women participants are offered a cake baked in Albertson's Dutch Girl bakeries. Then, if she has an Albertson's sales slip no| over a week old, she's given a similar amount in free groceries. The program is aired dail) and. like Albert- son - other ideas, it lias paid olT. * * * CVffffi promotion murhs KTSI, vull letter, location switch Bill Edwards, KNXT, I.. V. general manager, Ton) Moe, sales promotion manager, and their crew heralded the station S call letters and transmitter lo- cation switch Iformerh KTSIA plus improved facilities with this gala pro- motion which kicked of) 28 October: special salutes to "new" KNXT b) CBS talenl on their regular programs; 27,- 000 point nl -pun base displa\ pieces distributed through principal KWT advertisers ; I railert) pe announcements on KNXT with Man Young. Burns 8 Mb ii. Vmos n \nd\ and Steve Mien. Uso 300 billboards for tin- greater I ros \ici I. - area and I I conse< utn e days "l ads in seven I . \. newspapers. ** * Radio campaian tips sales 100' , for insurance firm "One of the bright days in my dis- trict's history was the day when a \\ SYR sales representative, Al Gillen, walked into our Farm Bureau Insur- ance office and proposed radio as a means of getting our sales story across to listeners in the central New York area." The speaker expressing satisfaction is Joseph Mulrooney, the farm bureau's Syracuse district manager. And the reason for his satisfaction is the in- roads made by the Farm Bureau Mu- tual Insurance Company of Columbus, Ohio, in markets usually dominated by older, famous-name firms. In 1948, the Syracuse region started testing air advertising. A cooperative advertising campaign in which every agent participated, Mutual's test includ- ed two shows: World Today, an eve- ning news roundup, four times weekly, plus an early-morning farm program featuring Deacon Doubleday. This first campaign resulted in an average gain of 400% in sales between July 1948 and the present. By 6 Sep- tember of 1948, there was an over-all increase in the annual quota of 101.3%. Further breakdowns show7 Upstate air pitches help Syracuse Farm Bureau these upsurges: life insurance, 112' < : auto. 7J1..V, : accident and health. 86.9^ : workmen's compensation, 103.0', : miscellaneous casualty, 114.7'; : and property fire, 112.1%. Now, to maintain their steady sales grow lb. the farm bureau has increased its radio advertising. Announcements are scheduled on Deacon Doubleda\"s Rl'l) Time (Monday through Satur- day 5:00 to 7:00 a.m.), and an early evening program. Ernie Cuno's Neivs, I a a s and Clues from the World of Sports. Newspaper ads, letters to agents and promotional pieces all keep the farm bureau's radio activities before the 54 SPONSOR public. In addition, campaigning on other upstate New York stations (WAGE, Syracuse; WOSC, Fulton; WMBO, Auburn; WHCU, Ithaca; WIBX, Utica; WKRT, Cortland, and WNBF, Binghamton) heightens the air coverage. And, despite the fact that Farm Bu- reau Insurance operates in only 12 states and the District of Columbia, it is gaining on national insurance firms. • • • Personal "brands" for kids spur TV western's sales Two more cowboys have been added to the ranks of Western heroes galli- vanting across the nation's video screens. Named "The Wrangler" and "Blackie," they're a commercial suc- Advertisement Blackie, Wrangler lasso fans on WBNS-TV show cess on Western Roundup, a WBNS- TV show seen Monday through Friday from 4:30 to 6:00 p.m. Among the recent and current par- ticipating advertisers attracted to the stanza are Ward Baking, Chuckles can- dy, Kayne boys' wear, Borden's instant chocolate, Clark's Teaberry gum, Sun- Filled orange juice, Ma Brown pre- serves, and American Flyer trains. Western Roundup's format: Every day youngsters gather around the Chuck Wagon of this Columbus, Ohio, presentation while "The Wrangler" and "Blackie" entertain with cowboy rope tricks, campfire yarns and the show's highlight — the drawing of exclusive, personal "brands" for youngsters view- ing the show. This approach is pulling in over 1,000 letters weekly from the young- sters— either those applying for a per- sonal "brand" or kids who've complet- ed "achievement" cards (good health habits and conduct) and are now eligi- ble for a personal "brand." It's an idea that has heightened product rec- ognition, and increased sales for par- ticipating firms. -k -k -k (Please turn to page 72) THENEEDLE! Vice-Pres. Gen'l Mgr. Associated Program Service 151 W. 46th, N. Y. 19 October — 1951 . . . broke new sub- scriber records at APS. We have been busy shipping brand new APS libraries . . . small ones and large ones . . . to stations across the nation. In addition to a flock of new subscribers for those unprecedented APS Specialized libra- ries at 1-yr-low-prices, we've shipped an unusually large number of full basic APS libraries to stations anxious to have 5-year rate protection. We now have a backlog, and it's unlikely that we can deliver additional libraries be- fore Jan. 1. Current issue of APS subscriber bulletin "The Needle" (this col- umn's mama) covers advertising techniques that work in January. A relatively few items hit vol- ume peaks during the first month ; it's important to be able to spot them. Sample copy of "The Needle" on request. Eight million dollars — almost double last year's figure — reported set aside by Westinghouse for last-quarter promo- tion and advertising push. See your local dealer, not only in this line, either. All appliance lines are planning jumbo promotions to clear stocks, which are 180% of '47-'49 levels . . . Check your new car dealers too. They're facing a price boost due to new excise taxes. Ditto lots of retail lines. It's going to take advertising and plenty of it to overcome consumer resistance. NEW AND DIFFERENT: Paste these facts in your corporate checkbook and note them in the margins as you write your 1952 budgets: 1) You no longer have to spend money for library serv- ice. 2) If you only need a part of a library, that's all you have to pay for. 3) Many stations have cut library costs as much as $1200 in a single year by switching to APS. 4) If you write a monthly rental check bigger than $125, chances are you are paying more than necessary. 5) The only li- brary available today that went forward in 1951 is APS. Let's go forward together in '52. Are there two meanings to a program rating? Timebuyers' talk recently has it that way. Some listeners tune to a station just for all-day background, for the feeling that "there's someone in the house with me." This, some say, is an audience less likely to concentrate and respond to advertising messages than the second type — folks who tune to a program because they want to hear it. They're obviously a responsive audi- ence. Which kind do you have? How do you turn "casual" listeners into at- tentive ones? Is a low-rated service program with an attentive audience a better advertising buy than the audi- ence to a flock of phonograph records? Making your own musical com- mercials is easy, when you use APS. Here's why: 1) Our vocal- ists, without exception, are out- standing for clarity and diction. They don't swallow words. 2) Many of our releases are selected with this secondary use in mind. 3) Several APS artists have dis- tinguished themselves in the com- mercial field. How to do it? Easy. Listen to a dozen recent selections by the Satisfiers, Guy Mitchell, Evelyn Knight — to name just a few. Pick out the stanzas that make good lead-ins. You'll find that some of them are startling in their appli- cability to the very advertising problem you want to solve. Try cueing a few of these to live tags. Suddenly you'll realize that you have the biggest commercial li- brary in existence — right under your very nose. It's this kind of double value that makes so many broadcasters feel that they get more than just a library when they install APS. They buy service and help, too — the kind of thinking that just isn't a part of any other service. To quote: "It's the first time a music library ever showed us how to sell a news program. Thanks a million!" 19 NOVEMBER 1951 55 the truth about radio listening in New York... One of the most thrashed-out topics of conversa these days is the ultimate effect of TV on our living ha . . . and, specifically, on radio listening. We should lik toss a small bombshell into this speculation. It co wrapped in figures that bid fair to explode all the thee on the overpowering effect of television on radio. RADIO SETS-IN-USE ARE NOW 23.1% (Janu September L951 ) compared with 24.8% in the last pre year (January -December 1918)* — in the nation's nun one market where 60% of all families own TV sets! INCREASES IN RATINGS AND SHARE AUDIENCE are shown bj all the independents, on same comparative basis as above, while all network stat show decreases. 11! •Source: Pulse of \.w York At-Moim- Listening Only 6 a.m. to Midnight, Monda) -Sd s BUT STILL MORE INCENDIARY is the listening j of Blair -represented WNEW. Inl948,WNEW had an iige rating of 2.3 and a 9.2% share of the audience. Thus »i 1951, WNEW's average quarter-hour rating is 2.5 share of the audience 10.9%. WNEW is up in rating, e and rank compared with the last pre -TV year. For September alone, WNEW chalked up a 2.7 tge rating, with 12.3% of the audience. This rating js WNEW in second position among all New York >ns. THE FUSE BURNS CLOSER when you consider CW's out-of-home audience — which is merely number every day of the week. WNEW averages a fifth of Ut-of-home listeners, which in August 1951 included three out of every ten people daily in the metropolitan area ... an increase of 11% over August 1950 and 30% over August 1949. This happy situation increases WNEW's audience by 32%! It is obvious, then, that radio listening is here to stay despite television . . . and in the case of W NEW grouing, too. We have specifically cited the case of WNEW which we have represented for 13 years — actually, it is typical of many other Blair -represented stations through- out the United States where smart local programming has more than held the line against TV. If you want to put some fireworks into your media plans, call your John Blair man today. He'll show you exactly which is the most powerful medium — and the most reasonable medium — to sell your product in the markets most important to you. Hair & Company specializes in radio representation exclusively. Since we are /removed from any other operation or function, we are able to give the stations -esent our full lime and our full efforts ... as specialists in selling via spot radio. JOHN BLAIR & company New York's Favorite Station for Music and News 24 Hours a Day Representative for 13 years of MR. SPONSOR . . . MEETS FRIENDS These are but a few of the many hundreds of Central New York youngsters who turned out to greet BOB EHLE, the WHEN "Singing Story Teller" at a re- cent public appearance. The smiling gentleman in the picture is a satisfied Bob Ehle sponsor. "THE BUNKHOUSE" is Central New York's most popular gath- ering place, every day from 5:00 to 6:00. TO YOUR NEAREST KATZ AGENCY MAN AND PUT BOB EHLE TO WORK FOR YOU! WHEN TELEVISION SYRACUSE. CBS • ABC • DUMONT OWNED BY THE MEREDITH PUBLISHING CO. agency profile James M. Cecil President, Cecil & Presbrey If you're a subscriber to the "pictures don't lie" philosophy, you're due for a bit of a shock when you meet Jim Cecil. In person, his warm smile and friendly manner belie the rather austere countenance pictured above- He has good reason to smile warmly and frequently; Cecil & Presbrey, of which he is president, billed over $15,000,000 in advertising last year. More than 50% of the billings went into radio and television. Jim had the good fortune, shortly after graduating from Hampden- S\dne\ college, to land a reporter's job on the Richmond Times- Dispatch under the editorial guidance of Douglas S. Freeman. In 1910. the more lucrative field of publicity beckoned. Five years later. Jim and his brother. John, formed the Cecil Ad- vertising Agency in Richmond. As the agency grew, offices were opened in Baltimore and New York. Accounts such as Maxwell House l prestige. \\ hen asked about the recent merger of the agency's radio and T\ departments, Jim Cecil explained, "It's a perfectly logical move. Radio know-how is a good starter in the TV field. Besides, the men in the radio department wanted to get into the new medium. Maybe the) fell slightly insecure; at any rate, we're consolidating the oper- ation- to permit a greater degree of interchangeabilitj and to form a wider | I ol versitile men to service our accounts. ""The evidence i- overwhelming," Jim says, "that a good TV pro- gram has tremendous impact. Nevertheless, TV doesn't yet give the necessarj coverage and must be supplemented with radio." \nd speaking of wide coverage, Jim's lour children range from six n ths to 35 years of age The eldest son. named after his father. is in the Merchandising-Research department of Cecil & Presbrey. *** 58 SPONSOR Thousands of brand new eyes can see your product on WSB-TV This report is directed to time buyers and others responsible for producing sales. A vast and entirely new audience in the South has been opened up by WSB-TV. On September 30 WSB-TV began telecasting over Channel 2 with 50 kw. radiated power from the 1062-foot tower. Response was immediate — and terrific. From the Carolinas, Alabama, Florida, Tennessee and deep South Georgia excited reception reports are being verified. Distributors are shipping thousands of sets. Since all characteristics of these powerful facilities are not yet known we temper our enthusiasm. Suffice to say at this time — WSB-TV today offers you the biggest dollar's worth in Southern television history. Affiliated with The Atlanta Journal -Constitution. Rep- resented by Edw. Petry Co. Atlanta, Georgia 19 NOVEMBER 1951 59 PUBLIC UTILITIES {Continued from page public-relations outlet for private pow- er firms. The Niagara Hudson Power Compan) of Buffalo, for one, had spon- sored a weekly half-hour "prestige' in the East from 1930 to 1931. But, it was not until the formation ..I the Electric Companies Advertis- ing Program in 1939 that private pow- er companies began to tell their storj nationally. Local power firms, most of whom had little knowledge of how to use broadcast advertising, then had something upon which to model similar local air efforts. •\\ hen the ECAP was founded," an official of N. Y\ . Vyer, ad counsel for the group, recalled for sponsor, "we definitely had network broadcasting on tlic agenda. We only waited until we had the money, meanwhile using space in magazines nationally and helping our members with advice on local ra- dio campaigns." \\ hen the lime came for ECAP to use radio, it started off with a "pres- tige" vehicle. This can be attributed LET'S TALKTWKeY... -about WIBW and the KANSAS FARM MARKET 0 1 — The American Farmer is today's best sales prospect. • 2 — His income is already 17 '' ' '< above last year.* • 3 — The Kansas farmer's living standards are far above the national average; his needs and expenditures greater. % 4 He lives in an area with only 4.4'. TV ownership** and is dependent on radio. 0 5 — His listening habits arc fixed. Every year since 1937, he has told independent interviewers that the station he prefers above all others is WIBW.** • 6 — That's why WIBW is the grcotcst single mass-selling medium in Kansas. Let us "talk turkey" about your products to America's top prospects. You'll get REAL RESULTS. USDA — Sept. '51 ** Kansas Ratio Audience Studies 1937 to 1951 WIBW F^ Serving and Selling V"- "'" 7 "THE MAGIC CIRCLE V [OKLA \AKK/ I Rep.': Capper Poblkations, Inc.- BEN IUDY, Gen. Mgr.- WIBW- KCKN X^ }zr kansas fr \K_ to the fact that most of its unpaid man- agement committee had had little expe- rience with broadcast advertising. ECAP's first effort took the form of a critically-acclaimed news show. Re- port to the Nation, on CBS in 1943. It began in July of that year, running un- til July of the following year in the Tuesday 9:30 to 10:00 p.m. slot. The annual costs of the show were about $350,000 for time and about $100,000 for talent. At that time, a nationwide survey made for ECAP by the Opinion Re- search Corporation showed that 57% of the public were in favor of govern- ment operation of their local power company. Only 41% of the public fa- vored private enterprise, and the rest had no definite opinion. This was what ECAP had to fight against, as well as press and public criticism that rates were too high, that electric companies made too much profit. The majority of the public also felt that electric companies did little in the way of participating in community affairs. With the aid of N. W. Ayer. which has had plenty of public utility PR training through handling the Bell Tel- ephone account, there began an eight- year period during which both ECAP and the public learned a lot. In 1944, N. W. Ayer began to prove to ECAP that the proper ad approach in radio was not necessarily one that had solely a "prestige" angle and plen- ty of red carpeting. ECAP members O.K.'d a switch in programs to the more-expensive Electric Hour tvith Nel- son Eddy, which, if still on the prestige side, was more to the public's taste. From an efficiency standpoint. Ayer showed ECAP firms that the program's ">.') Hooper 1944 average proved it to be teaching an average weekly audi- ence of 1.953.000 radio homes. Week- l\ time and talent cost was about $17,- 940. That meant that the cost-per-thou- sand in listeners was $3.67, considera- bly better than the 1943 costs. Since 1944, ECAP has gone shop- ping for programs, more and more, on a strictly commercial basis. Agcn- ■ \ and client group periodically exam- ine cost-per-thousand and ratings, in order to reach as many people as possi- ble via their air budget: and the) make public-opinion studies to check the results. From Report to the Nation (1943) and \,-lson Eddy (1944-'46), the 52- 60 SPONSOR m* From ZENITH for YOU! one issue of Collier's Cobra-Matic Record Player plays all record sizes. ..all speeds, 10 to 85 RPM ONLY ZENITH HAS THIS! The largest national ad in TV-Radio history . . . appearing November 28 page after colorful page in Life, me, Saturday Evening Post, Ladies' Home Journal and others! It's Zenith's history-making CHRISTMAS SALES DRIVE . . . and here's YOUR share! Giant 46-PIECE CHRISTMAS WIN- DOW . . . Zenith's biggest ever. Colorful SANTA CLAUS TOY GIVE-AWAY ... the smartest traffic-builder of all time. 8-PAGE CHRISTMAS GIFT CATALOG in color for you to mail. Plus Counter Pieces, FREE LOCAL ADVERTISING of your store, tie-in ads for YOU to run. And every phase is perfectly timed to produce TEN TIMES the impact of ordi- nary Christmas campaigns. It's your promise of HISTORY- MAKING Christmas sales. Sign up with your Zenith Man now! ZENITH RADIO CORPORATION • Chicago 39, Illinois 19 NOVEMBER 1951 61 ults X) t^saolcaUed s Y>e^6 aParea. 01 ,ned in ^ ,c nave ll)C i95l wove ,950—^7^T . cr A95A || week air campaigns of ECAP on CBS radio have progressed toward greater popularity. Later programs have in- cluded: The Hour of Charm 1 1946). Woody Herman I 19471. Frankie Carle (19481 Electric Theatre with Helen Hayes <1948-'49) on up to Corliss Archer from the end of 1949 to the present. It's a long way from the pres- tige-type news show of 1943 to the present bouncy, situation-comedy an- tics of Corliss Archer, a kind of fe- male Henry Aldrich. In terms of pure advertising efficien- cy, Corliss Archer for ECAP has proved to be a sound buy. As contrast- ed to Nelson Eddy, Corliss has gathered an average weekly audience of radio homes that is more than twice as large —as much as 4,518.000 homes. Aver- age Nielsen ratings for 1951 have been slightly more than 10.0. The show costs not much more than the 1944 musical show, has a time-and-talent charge to ECAP of about $18,700 each week (about 660? of the over-all budget). This means a cost-per-thousand-listen- ers of about $1.66. Now, what about results from this increased efficiency? Judge for yourself from the latest continuing study of nationwide reac- tion made by the Opinion Research Corporation, and contrast it with the 1943 figures. The 1951 ORC study in- dicates that sentiment for government ownership of electric companies is de- clining steadily. The figures show that only 37% of the public favors some kind of government ownership of utili- ties, while 53% favor private business. ECAP can't take all the credit for changing the 1943 picture, of course. However, the persistent, year-'round plugging of the group and the N. W. Vyer agency can take a low bow. Typi- cal of the comments from member com- panies themselves is the statement made ri cently by Henry B. Sargent, president of the Central Arizona Light & Power Company. Said he: "I feel that ECAP is due a considerable part of the credit for the excellent attitude toward pri- vate power in our service area." ECAP achieves its results on the air with simple logical messages repeated over and over again. These messages are a teamwork effort. ECAP's "copy ■-■ i "ii|> ad managers of participating companies — lend their combined brains and ideas to the national PR commer- cials in the Corliss Archer radio net- work series, and to a magazine ad se- 62 SPONSOR 90 vnyoar i/ia/ MbanyM'Y. Bennington, Vt. Pittsfleld, Mass. ighkeepsie ALBANY MORE AUDIENCE WROW beats Station X (the only other Network affiliate in Albany) by 640 families according to BMB. WROW shows a BMB of 10% or better in 14 coun- ties ... 2 more than Station X. LOWER COST WROW has a lower cost per 1000 families than any other station in Al- bany. WROW has lower rates than any other Network affiliate in the Capital District. PROMOTION WROW's promotion story could not possibly be told in this small space! For the complete story, contact: The Boiling Company FIRST on your dial with MUSIC, NEWS and SPORTS ries. This results in commercials like the one following which was heard on the 7 October show : MUSIC: "Rockabye Baby" or similar lullaby. WOMAN: {gently) "With folded hands . . . while e\elids sink . . . just for a moment of Stalin think . . ." /\ \( /«': Yes . . . state-run nurseries in the Soviet /one of Germany are using that lullaby these days under orders from their Soviet commis- \nu. (line's a prettj terrify- ing example of how an all-powerful government controls the lives of its people — from the cradle on! Per- haps you're thinking: "It can never happen here." Well, it won't happen here ... as long as you recognize the signs of danger. For example — everybody wants the government to have certain con- trols and powers especially in times of emergency. We're even willing to give up some of our rights and free- doms temporarily in order to go all- out for national defense. But, some people would take advantage of the emergency. They would have the government take over more and You can't cover Indiana's #2 market from another state. Our rates are local and include complete merchandising distri- bution and promotion assistance. We serve 400,000 loyal listen- ers in Negro, rural, industrial, and four nationality groups. Only the Gary Sales Plan sells Indiana's second market. Call us without obligation. Gen. Mgr.-WWCA WWCA Gary Indiana's No. 2 Market ' Chicago's Radio Monster more of the nation's basic services and industries — for keeps! The rail- roads, for example — the doctors, the business-managed electric light and power companies! That would be a dangerous step toward socialism. Whenever government, moving step by step, takes over enough services or industries, you have socialism au- tomatically. We of the business-managed, tax- paying electric light and power com- panies believe that most Americans recognize the danger. Most Ameri- cans know that government owner- ship of business and industry can lead straight to socialism . . . and they know that under socialism, the government finally takes over every- thing, including people's freedom! These national commercials are sup- plemented by local cut-in announce- ments in 90 markets. "The presentation of information con- cerning atomic energy is one of the most important challenges confronting Amer- ican hroadcasters today. No one has a greater opportunity to perform that puhlic service than the radio news edi- tor." WAYNE COY Chairman. FCC By scientifically measuring the pub- lic's attitude toward their business, ECAP has gathered vital data about the direction their radio commercials and magazine ads should take. In oth- er words, whenever ECAP finds a new question of public opinion regarding a particular phase of private utilities, the answer is given quickly in the form of public-relations advertising. If left alone, these "areas of misin- formation" could snowball into a siza- ble public sentiment against private ownership of power companies. Even- tually, this could lead to discriminatory legislation and further harassment of private power firms by public power agencies. But the year-'round radio campaign, back-stopped by periodic space campaigns in general and farm magazines to explain in more detail the ideas conveyed on the air. continually enhances the industry's over-all public relations. The Electric Companies Advertising Program, then, is virtually a model of how to run a successful, hard-hitting advertising campaign that is designed primarily to do an institutional, public- relations job for a group of local firms. 64 SPONSOR the lowest cost p e r - 1 h o u s a n d in the fabulous Houston market ■ Network station B's cost-per-thousand is S2% HIGHER than KPRC ■ Network station C's cost-per-thousand is 142% HIGHER than KPRC If you want to present your sales story to a constantly increasing Gulf Coast audience, and make it a buying audience, ask your Petry man ... or call us. A-6-5 1 Percenfages based on BMB, February-May Hooper Report, and 260 time Daytime Quarter Hour Rate. NBC and TQN on the Gulf Coast JACK HARRIS, General Manager Represented Nationally by EDWARD PETRY & CO. 19 NOVEMBER 1951 65 Represented Nationally by EDWARD PETRY & CO. THE TIME BUYER WITH THE LONG RIGHT ARM . . . Once upon a time there le buyer wanted to reach into < ulti-million dollar market and cash in on daytime spot participation shows. He found that when he used KOTV's afternoon shows, Lookin' at Cookin', and Matinee Showcase, .< • •••••• his arm grew longer and he reached into 83,000 TV homes with no competition from other TV stations. That's not all, his arm reached into the best daytime shows from four networks, NBC, ABC, CBS, and OUMONT. Yes, this Time Buyer is proud of his long right arm. FIRST TULSA Its methods are alread) bringing fa- vorable intramural reaction from such lame industry "roups as: the Ameri- can linn 81 Steel Institute, the Associa- tion ii! \mcrican Railroads, the \mei- ican Trucking Associations, the Ameri- can Medical Association and others. The public relations chief of a large indn-lix association recent l\ wrote to ECAP: "In common with others who believe in the competitive system, we are obli- gated to EC \T lor the job it is doing on behalf of all business firms." With $1,000,000 given over to broadcast advertising, the ECAP ad campaigns are a clear example of how radio can do an effective, low-cost job of puhlic relations as well as product -riling. * -»V * CAMERON TELEVISION, INC. 302 South Frenkforf Twite 1, Oklahemi RYBUTOL (Continued from page 31) dow displays to retail druggists. The trade estimates VCA is now spending well over $500,000 for newspaper ad- vertising. Between 11 September and 4 October, for example, in Chicago, it bought 22.800 newspaper lines, besides distributing 2,000 banners to drug stores earn in;: the legend : "Headquar- ters for Rybutol Free Purchase Plan." As a result of all this promotional hoopla. Rybutol now claims to be No. 1 in the B-Complex vitamin field. The drug trade itself concedes that Rybu- tol is a national comer, which has fo- cused consumer interest in vitamins. According to Drug Topics, sales of vit- amin concentrates in the nation's drug -hues have been on a gradual increase, rising from $545,000,000 in 1948. to $583.1 )()().()( K) in 1949, to $648,000,000 in 1950. Heretofore, the lion's share ol this big hoodie has been pretty well split up among Parke-Davis's Combex, Eli Lilly's Multicebrin, I pjohn's Cebe- fortis, and I.V.C.'s Vedapol — vitamins which have used restrained advertising, and cml\ in the trade press. Reaction among druggists to Rybu- tol's razzle-dazzle advertising is mixed. I v i . i < . 1 1 1 \ . ,i sponsor surveyor gol this comment from Samuel Ross, druggist at the l.o\al Chemists. Inc.. 20 Colum- bus Vvenue, Manhattan: "< liit sales ol l!\ hutol ha\ e gone up 200' - since it started its radio and I \ promotion and giving us merchandis- ing cards. I ve no doubl the producl is good ii has more "I the II elements ol B-Complex than other therapeutic vitamins, which makes it more potent. At the same time, I worry about its extravagant advertising claims. The Food and Drug Administration has tak- en it up on the carpet because of its extreme claims." Another druggist said: "I must ad- mit it gives us druggists a 40% profit, which we appreciate. And what's more, although I don't like its extreme ad- vertising statements, I must admit I admire the dynamic selling campaign it has staged on radio and TV. It adds glamour to vitamins, just as Tintair has done for hair dyes. Makes our selling job easier." Herbert Weinstein, a pric- er at the Lodex Wholesale Drug Cor- poration, New York, thinks the Rybu- tol campaign is "a marvelous one." "Rybutol moved very slowly prior to their big ad campaign." says Wein- stein. "but now we estimate our Rybu- tol sales to the 200 druggists we sup- ply are 10 times greater than before." Although he hasn't staged a Hadacol traveling carnival and certainly is not bankrupt, a comparison between Mor- ton Edell and Louisiana State Senator Dudley J. Le Blanc is interesting, from a purely promotional point of view. Like Le Blanc, Edell is an authoritarian who believes in running his own show. Also like Le Blanc, he is a demon sales- man who has a flair for mesmerizing customers. A handsome. 42-year-old man who began life in Hell's Kitchen. Manhattan, be vibrates energy like a giant tuning fork. After a recent hec- tic conference with him. his public re- lations consultant. Harold Wolf, gave him a bottle of Rybutol with the ad- monition: "^ on need it. boss, to keep you indefatigable." At a recent Chicago convention of druggists, Edell confided his philos- ophy: "Talk about your newsboys. I was one. I outsold every newsboy in the neighborhood. I didn't shout any louder. But maybe I was a harder worker, a better salesman. Selling is the basic construction of your whole life. . . . When my company was born in Chicago 11 years ago, I was its only salesman: my wife typed the invoices, as we began taking in business." I nlike Iladaeol's l.e Blanc. Edell does not believe in rate-slashing deals w ill: radio stations. It is his contention that h\ paying broadcasters fair rates — plus putt iiii: out a more potent vita- min product —he has induced an in- creasing number of physicians to take interest in the therapeutic values of \ itamins. 66 SPONSOR yes sir- that's our baby! Just turned one year — and already he's a dominant figure in the collective living room of the Nashville market. And how that baby can sell! During one five month period, and with one afternoon program a week, WSM-TV pulled 58,238 pieces of mail, each accompanied by a 15? proof purchase ! With a single announcement WSM-TV sold 2400 hand puppets which retailed for a dollar each! After an exhaustive checking counter test, WSM-TV sold groceries so well that a local grocery chain considers it a permanent factor in its day-by-day advertising program! one year in the life of a salesman . . . Once you know the background behind WSM-TV, and the market it dominates, this phenomenal sales ability is easy to understand: WSM-TV is the only television station in the prosperous Middle Tennessee market. WSM-TV brings network television to this market with its own microwave relay system to Louisville, Kentucky. WSM-TV draws freely upon the famed pro- duction know-how and the star-studded, 250 strong talent roster of WSM. Small wonder this remarkable baby set a new TV set saturation record the first three months of operation, is setting new sales records every day of its short life. Irving Waugh or any Petry Man can fill in the details for you. Nashville JVSM'TV 19 NOVEMBER 1951 67 Edell puts it this waj when speaking to druggists' meetings: "Since Gabriel Heatter wenl on the radio stations across the Mutual net- work, and when we started this big I \ operation across the country, and this newspaper saturation, do you know what physicians' requests for Rybutol samples are today? Between 1. 000 and 2,000 a month. They're being sold the same as your customers." lids i- seconded b\ Irving Rill, Edell's advertising executive: "Our strategy is to l>u\ the best buys on ra- dio, TV. and newspapers, that will sat- urate the market with a maximum num- ber of total impressions. The best re- sults always seem to involve all three media, combined with hard-hitting point-of-sales promotions." In making business decisions, Edell is bossman supreme. On the executive level within the company, he is aided not only b\ Rill, but also his two broth- ers, Phillip Edell, vice president and secretary, and Louis Edell. treasurer. At the advertising agency, he has the guidance of Harry B. Cohen. Jr.. ac- How to SELL in CLEVELAND on a Small Budget Low Cost Coverage You don't need a fat pocketbook to sell in Cleveland. Not when you include WDOK in your sales effort, because WDOK is the only station in town that delivers the audience broken down into sepa- rate segments. Here is how we do it. Cleveland has a population of ap- proximately 1,400,000. About 533,000 are foreign-born or of foreign parent- age. They like their programs in their native tongue, so WDOK gives them just that . . . shows in Czech, Ger- man, Hungarian, Slovene, Polish, Italian and Slovak. It adds up to 11 V2 hours a week in Class "A" time. Then, there are 125,000 colored folk who make up a powerful buying group. Disc jockeys like Bill Hawkins supply them with what they want, and they voted him top man in town in the Cleveland Press Radio poll. Put them together . . . foreign-born and colored . . . and you have a slice of the Cleveland market that represents half its population. And you can reach these customers inexpensively through spots in these shows. If you want proof, we have one advertiser who gets such good re- sults his salesmen pay for the program out of their own pockets! Get all the facts from the Walker man, or write to WDOK, 1515 Euclid Ave., Cleveland 15, Ohio. vnm Cleveland 5000 Watts 68 count supervisor; Tom Greer, creative supervisor: and Mary Donlevy, time- buyer. Not to be forgotten is the shrewd public relations string-pulling of Har- old Wolf, who also manipulates pub- licity for Pearson Pharmacal's Ennds. Wolf has adroitly placed photographs of lushly built Lorraine Cugat in a va- riety of magazines (recently on the cover of People Today) ; and, of course, there is always appended lib- eral mention of Vitamin Corporation of America. Wolf's most dramatic human-interest coup, in the interests of VCA, was staged just recently. He found that the 21-year-old pianist, Nanette Tyson, who'd won the prize on Rybutol-spon- sored Texans Have Talent, was blind. Originally, the prize was a week's visit to Hollywood. But Wolf, sensing a nat- ural opportunity for benevolent public relations, had VCA pay for her flight to New York's St. Clare Extension Hos- pital. A surgeon, expert in corneal transplanting, operated on her, to the accompaniment of wire service and newspaper photos and news stories. "Radio stations have just begun to scratch ihe surface of the potential good that radio can accomplish for clients. ... I want to emphasize the need for active, aggressive merchandising and promotion of sponsored programs." AUBREY WILLIAMS Radio-TV Director Fitzgerald Agency, New Orleans The same dramatic flair character- izes VCA's commercial messages. Usu- ally, two main points are hammered home. One is related to the field of geriatrics: "Just because you're over 35, you don't have to feel tired and weak! Science has now found how to fight that feeling of 'growing old'!" The other is a money-back guarantee, offered in frenetic high-octane style: "It's here! The vitamin opportunity of the century! Yes. for a limited time only, get 25 days suppl) of amazing Rybutol— a $1.98 value — free when you buy a hundred-Gelucap bottle! And listen! If you don't feel younger, more vigorous, at the end of 25 days, you'll get your money back!" Perhaps the best pitch is put over by Gabriel I bailer, who combines the ele- ments of fear, lachrymose tears, and ministerial neighborliness in his radio panegyrics. This Heatter commercial is perhaps t\ pica! : SPONSOR KMPC IS DOING SUCH A CLASS A JOB0 FOR SO MANY CLASS A NATIONAL ADVERTISERS® AND CLASS A LOCAL ADVERTISERS® IN THIS CLASS A MARKET® THAT WE'RE 100% SOLD OUT OF CLASS A PROGRAM TIME® ® Sort of a one-station network, we cover 205 Southern California communities. (D Such as: Bayer Aspirin, Birds Eye, Camels, Del Monte, Ipana, Libby. ® For example: GallenKamp Stores, E. F. Hutton & Co., Marshall & Clampett, Thrifty Drug Stores. 0 Sell your product first in Southern California— and the rest of the world will buy. © Although our definition of Class A time is 6:00 P.M. to 10:30 P.M., we are virtually sold out until 1:00 A.M. rsn P KMPC LOS ANGELES-710KC IA 19 NOVEMBER 1951 50,000 watts daytime • 10,000 watts nighttime REPRESENTED BY H-R REPRESENTATIVES, INC. • AFFILIATE, LIBERTY BROADCASTING SYSTEM RADIO CONTINUES TO BE "AMERICA'S GREATEST ADVERTISING MEDIUM" 69 IS BACK! 52 thrill-packed half-Lour stories of the fahulous rogue made famous by Orson Welles in "The Third Man." Send for audition. LANG-WORTH DISTRIBUTING CORP. 113 West 57th Street, New York u People Sell Better than Paper' • • and You Can Cover Central New York with ONE Radio NBC Affiliate. WSYR-AM-FM-TV— the Only COMPLETE Broadcast Organization in Central New York Heodley-Reed, Notional Representatives "Friends, I want to tell you about a thief that's robbing thousands without their knowing it. A thief that operates secretly — insidiously — to steal away health — pep — ambition — so you feel old before your time. Friends, that rob- ber I'm talking about is a vitamin de- ficiency— the lack of Thiamin, Ribo- flavin and Niacinamide in your system. That's why so many of them feel tired all the time . . . nervous, suffer from poor digestion, catch colds easily — feel only half-alive. If you're one of these folks, I want you to try Rvbutol — R-Y-B-U-T-O-L.'the highest potency B- Complex vitamins at their price. . . ." VCA's own advertising future looks as rosy as the glow it promises to tak- ers of Rybutol. Alreadv. it is seeking a network TV show on film to supple- ment the Lorraine Cupal Shoic: and it is likely that it will seek to increase its local radio and TV programs. Edell's own plans are clear and direct. "What this country needs most," he says, "is a bottle of Rybutol in every home throughout America." * * * 70 TV COMMERCIALS (Continued from page 42) projecting worse. As a result, the atti- tude was rampant in the offices of men who made decisions that they couldn't afford to risk film-quality so they would have to do live instead. Furthermore — even my eight-year-old could tell a celluloid opus from a live one. Today, fortunately, this problem is as obsolete as the zinc-lined commode. I find it hard to tell whether film shows are live or not and even those experts, my two daughters, are fooled on nu- merous occasions. What has taken place is a rapid combination of happy events. The people who make film have unlearned the irrelevancies of big- si -rcon photography. Whereas they knew little or nothing before, the agen- cies have now learned a lot about film. \nd. equally important, the people pro- jecting the footage have learned how to shade the stuff. All this plus equip- ment improvements have done the trick so that today film offers what it always held in potential — tremendous breadth and sweep and facilit) in telling stories, long or short, commercial or program. Next big change that will land must! I come along is price reduction. I liis. I'm sure, will be effected two ways. First, by more judicious writ- ing ;iml planning of whatever is to lie SPONSOR repeat success..! ...doubled KAY WEST and JANE WESTON (both on Westinghouse stations) AGAIN WIN TOP AWARDS OF GROCERY MANUFACTURERS NEW YORK, Nov. 12-For the second time, Grocery Manufacturers of Amer- ica, Inc., chooses KEX's Kay West for First Prize in the "Life-Line of America" Trophy. And WOWO's Jane Weston again wins an Honorable Mention! Awards were presented by Paul S. Willis, president, at the annual G.M.A. convention at the Waldorf-Astoria. These awards bring further evidence of the programming skill of Westinghouse women's programs., and of their con- sistently effective sales power. For de- tails, check Free & Peters. WESTINGHOUSE RADIO STATIONS Inc KEX • WOWO • KDKA • KYW • WBZ • WBZA • WBZ-TV National Representatives, Free & Peters, except for WBZ-TV; for WBZ-TV, NBC Spot Sales 19 NOVEMBER 1951 71 shot: that means Eewei -ill\ opticals, long -lict~. actors, and set-ups (where the) add nothing to the dimension of the film — only to its cost). Second, lowei cosl in the actual production. The ldd' < (or greater! mark-up in- cluded todaj t" cover the ' usually needed) three or four re-makes will prove both unnecessary and thus un- warranted. * * * MEN, MONEY, MOTIVES {Continued jrorn page (> I The jury for this I the first! year's Sylvania Television Awards wished to bestow special recognition upon the \inerican Telephone \ Telegraph Com- pany for the successful completion of it- coast-to-coast coaxial cable-micro- wave rela) system. AT&T, in some em- barrassment, requested that the award not be given. Seems that the coaxial cable has already been "over-bally- hooed" for the Hell System's taste, since the cable exists primarily to service long-distance telephone messages. * * * Could be (we don't profess to know for a fact) that there is also some po- tential embarrassment from another di- rection. There is now a German-type, # THIS RICH MARKET No other signal covers the South Bend market like WSBT. Radio sets in use are up to an all- time high of 32.8! WSBT's share of audience at 66.6 is way above the national average. And here television is insignificant because no con- sistently satisfactory TV signal reaches South I '.end. Don't sell this rich market short. Wrap it u 1 1 with WSBT radio. 30 Years on the Air '# PAUt H. RAYMER COMPANY • NATIONAL REPRESENTATIVE' aluminum-encased coaxial cable which many excited American entrepreneurs think superior to the Yankee coaxial. * * * Perhaps the most beguiling citation we've encountered is the wording (credit Deems Taylor) of the Sylvania Award to moderator-m.c. John Dalv. Says the citation: '"Mr. Daly performs the difficult task of being dignified without being pompous." * * * Trusting this finds you the same. • • • ROUNDUP (Continued from page 55) Briefly . . . WHBF-TV's super-Neon sign, six stories high, now can be seen for miles on both the Illinois and Iowa sides of the Mississippi River. The call letters of the Rock Island, 111., station flash on one side after another of the four- sided steel television tower. Installa- tion of the signs took two weeks after three months spent in designing and building them. * * # Ohio State University's eighth an- nual advertising conference held re- cently in Columbus featured clinical sessions on radio, TV, industrial and retail advertising. On the lighter side was the Ohio Association of Broadcast- ers cocktail party. Among those pres- ent (see photo) front row (1. to r.) Carl George, WGAR, Cleveland, vice president and general manager, and Ohio radio, agency, spon get together past president of OAB; Miss Trudi Schluembach, radio-TV director, Gerst, Sylvester & Walsh, Cleveland; L. A. Pixley, WCOL, Columbus (current president OAB); Allen L. Billingslc\. president, Fuller & Smith & Ross, Cleve- land. Back row ( 1. to r. ) Bromley House, vice president. Gregory & House; Henry Coleman, advertising 11 SPONSOR HOOPER T£L£V/S/OM AUDIENCE INDEX OCTOBER 1951 SNARE OF TELEVISION AUDIENCE TIME TV SETS- in. USE TV Station TV Station "B" TV Station "C" TV Station KTLA TV Station TV Station OTUCft TV EVENING SUN. THRU SAT. 6:00 P.M.- 1 0:00 P.M. 45.7 9.5 5.9 14.0 16.8 35.3 8.6 9.7 0.1 SUNDAY AFTERNOON 12:00 NOON-6:00 P.M. 23.0 4.3 4.2 19.4 20.1 33.3 2.0 6.2 0.5 SATURDAY DAYTIME 8:00 A.M.-6:00 P.M. 10.1 7.9 4.2 12.1 68.2 2.5 4.2 0.8 ^feSei^idum-^nocludionj.^ 1,038,750 TV Receivers in Los Angeles area, Nov. 1, 1951 0 KTLA Studios • 5451 Marathon St., Los Angeles 38 • HOIIywood 9-6363 Eastern Offices • 1501 Broadway, New York 18 • BRyant 9-8700 KEY STATION OF THE PARAMOUNT TELEVISION NETWORK 19 NOVEMBER 1951 73 WHH Merchandising • HELPS YOU GET DISTRIBUTION • HELPS MERCHANDISE MOVE • HELPS STRENGTHEN MARKET POSITION WHHM is proud to be the first in the WHHMarket to Provide A True Merchandising Service to its Advertisers OF COURSE- letters to the trade, personal calls and surveys are included in WHHMerchandising PLUS the Station That Gives You More Listeners Per Dollar in Memphis, Tennessee FORJOE & COMPANY, Nat'l Rep CECIL PEAVER. VicoPrei & Gen Manager manager, Standard Oil Company of Ohio: Robert \\ . Dailey, radio-TV di- rector, McCann-Erickson, and Jack R. Schmunck, radio-TV director, Gris- wold-Eshleman (all Cleveland). * * * \\ I \(,"- commercial manager, Bob Brown, has come up with something novel in station merchandising. A 10- foot lighted display board, multi-col- ored, stand in Worcester's Sheraton Hotel within sight of the hotels main entrance. The eight-foot high sign fea- iiil Hotel lobby display is novel WTAG eyecatcher tures transparent plastic "blisters" which provide space for product dis- plays plus built in frame mats for five 8x10 photos of WTAG and CBS stars. A fluorescent center panel with six square feet of sign surface is used for promotion or display material. # * * CFRB. 50,000 waiter in Toronto, was on hand to cover one of the top stories of the year: the visit to Can- ada of Princess Elizabeth and the Duke CFRB, at Toronto airport, covers royalty's visit "I Edinburgh. Covering their arrival at Toronto's iYlallon airport were CFRB commentator, John Collingwood and announcer Jack Dawson. The Oscars of the selling field, the "> ankee Peddlers awards, were given recently to two top radio-TV stars. Named outstanding saleswoman and salesman of the war were Mai\ Hart- personalities help sell soda, tobacco line, star of Canada Dry's Super Cir- cus on ABC-TV and Philip Morris' Johnny. * * * Agency and network members of the Radio and Television Production pan- el at the AAAA Eastern annual con- , ference discussed problems and tech- niques. Among those present (see pic- ture 1. to r.) : Garth N. Montgomery, Radio/TV production members at AAAA meet Kenyon & Eckhardt v.p.; Sidney Mat- thew Weiss, Lewin. Williams & Savior executive v.p.; Rodney Erickson, man- ager radio and TV operations, Young & Rubicam: Chairman Adrian Samish, Dancer-Fitzgerald-Sample v.p.; Robert Montgomery. NBC Television executive producer; and Wallace S. Jordan, di- rector radio/TV, Wm. Morris Agency. « * * "Wherever You Go . . . There's Ra- dio"— this theme of the United Detroit Radio Committee is spreading nation- ally with stations coast-to-coast pick- ing up the slogan. Meanwhile, the slogan originators (CKLW. WW.I. WXYZ, WJR, WKMH, WJBK, WEXL) decided to continue the campaign through 15 March. Other business at a recent director s meeting included the election of James H. Quello. WJR's advertising, public relations director, to committee chairman with Wendell Pa i melee. WWJ sales manager, select- ed \ ice chairman. * * •*• SPONSOR J LOS ANGELES TV HEADLINER HER INFORMAL COOKING PROGRAM SELLS SO HARD... IT'S NEARLY SOLD OUT! NBC HOLLYWOOD Want a sure-fire women's participation show on TV to sell your food product in the great Los Angeles market? Take a look at Monty Margetts ! And huy time on this friendly, intimate show — if there's any left! We say this advisedly, hecause Monty's time is just about sold out as we write this. Here's a gal who doesn't pretend to be an expert cook. But her warm, appealing manner has won her thousands upon thousands of friends. They send in recipes by the dozen . . . letters often running into the thousands a week. Yes, Monty may not be an expert cook . . . but how she sells! Food products presented on her TV show get the support of dealers . . . and the patronage of customers in the booming Los Angeles market. Spots are available at the moment on the Monty Margetts program . . . they wont be for long! Time is 2:30 to 3:00, Monday thru Friday. For complete details, contact KNBH, Hollywood, or your nearest NBC Spot Sales Office. TO SELL THE BUYING MILLIONS IN AMERICA'S 2ND LARGEST TV MARKET 19 NOVEMBER 1951 75 RAYCO I Continued jrom page 37 i high-fashion angles with the blonde al- lure of Eva Gabor had seemed like a sure combination. So, the die had been cast. Rayco had started its ill-starred 1 1-week cam- paign on 10 November 1950 in the 0 to 8:30 p.m. slot, Fridays on WJZ- TV. Behind it was an almost unbroken string ill advertising and business suc- i sses fur the firm. Balanced campaigns of spot radio and newspapers, plus billboards and di- rect mail, had been clicking for nearly five years. TV spot campaigns had been added, in the summer of 1950, in a dozen markets, and dealer reaction had been ( nthusiastic to both radio and TV. The next logical step had been to find a new selling medium that com- bined wide penetration with a chance to demonstrate \i>tiall\ the qualities of the auto seat covers thai Rayco had to offer. Television programing, with the prime market of New York (seven stores) as the testing site, had seemed the answer. Later, it could be expand- Only ONE Station DOMINATES This Rich, Crowing 15 COUNTY MARKET WITH 1950 Net Effective Buying Income of $771,969,000 •Sales Management, 1951 Survey of Buying Power ^ffie yeH£h^ £&| the Fulton Lewis. Jr. program on Station KSLM. He continu< s, '"Our business is definitely up over last year, which itself was a very good year." The Fulton Lewis. Jr. capacit) to influence listeners has been demonstrated time and again. His zeal for covering the important stories of the daj and his ability to uncover stories which subsequent!) become important are respon- sible for his large, loyal audience. II you n.mi .1 ready-made audience and a program with network prestige al local time cost (with pro-rated talent cost), investigate now. Though currently sponsored on more than 370 stations, there maj be an opening in your locality. Check your Mutual outlet — or the Cooperative Program Department, Mutual Broadcasting System, I 1 In Broadway, M < 18 (oi Tribune Tower. Chicago 111. often around to make the final decision on color and style. But. the primary influence in the buying of a set of auto seat covers, the agency soon realized, was masculine. The man to sell was the guy behind the wheel who cared plenty about economy and value, as well as chi-chi good looks. In other words, Rayco had been in somewhat the same position as a man- ufacturer of men's pipe tobacco who had tried to sell his product via a day- time soap opera. There had been an audience for the Gabor opus — but it had been basically the wrong kind of audience for Rayco. Too many wom- en, and too sophisticated. (sponsor has double-checked this theory on its own. Although no specific audience composition on the Eva Ga- bor Show during Rayco's 11-week run last winter is available, some compara- tive figures are available. Videodex's breakdown for the Faye Emerson Show in a nearby time during the same sea- son show that out of every 100 TV viewing homes in New York, there were 130 women, 100 men, 30 teen- agers, and 30 youngsters watching Faye. The Gabor show is currently doing a neat job of selling for Gayla Bobby Pins — a woman's product.) Rayco soon found the Grady agency, and account executive Ed Lett, camp- ing on its doorstep again, with a TV package under its arm. The show: WOR-TV's Trapped, a suspenseful half-hour local TV show, produced by veteran videoman Harvey Marlowe. The price tag: about $2,500 per week. With understandable reluctance. Rayco signed on the dotted line, and Trapped was set for a start on 15 Jul\ . 1951 on WOR-TV, Sundays 10:00 to 10:30 p.m. Dealers were told to quiz customers who came into the store, and to ask them: "How did you learn about Rayco seat covers?" The answers were to be written down on the sales slips. This way, Rayco figured, if they started to lay an egg, they would know it soon enough. Even WOR-TV Pulse figures on Trapped, showing that there was a high concentration of males and teen?agers in the audience, didn't remove all the mental bugaboos. F.\cr\hod\ crossed his fingers. The first re-slanted TV commercials sold hard on the fact that Rayco was a spe- cialist in seat covers for all cars built since 1932. that thev offered value and real wear, and incidentally that thev 1> SPONSOR were "fashion right." Then, Rayco got the surprise of its young advertising life. The hard-hitting selling approach was an overnight success. By the end of the first week, even though summer business was beginning to pick up any- way, Rayco could trace a total of 179 sets of seat covers TV-sold — at an aver- age cost of $25 a set — for a total of nearly $4,500 in traceable sales. The Ra\co dealers practically purred with delight, and raved about the show. Would it last?, Rayco wondered. It did. Throughout the rest of the summer, and on up to 21 October of this \ear. Trapped continued to boost Rayco sales. Scarcely a week passed when less than 225 sales were traceable to the show. On peak weeks, it soared over the 300 mark. •'I'honevision ran make possible presen- tation of great events, sueh as Grand Opera, too costly for advertising-spon- sored televising. Also, it can make pos- sible teaching methods on TV, so that countless thousands of youngsters may secure college education without leaving home." H. C. BONFIG V.P., Zenith Radio Corp. *••••••• On the basis of advertising-cost-per- sale. there were several weeks when the TV-produced sales topped the other Rayco media combined by as much as 50%. Ed Lett, Rayco's account executive at the Grady agency, said: '"Our initial optimism regarding Trapped was more than justified. Sales far exceeded any- thing we had anticipated or had ex- perienced with any previous campaign. We also proved that television can be used successfully to sell a relatively high-priced item to car owners." Praise of a slightly different sort, with a hint of Things to Come about it, came also from Joseph Weiss, Rayco's president: "Rayco's venture on televi- sion this summer not only proved tre- mendously successful saleswise, but convinced us that in the future TV must be the prime medium for selling Rayco Seat Covers." What of the future, anyway? Rayco has some big plans coming up. and has its sights set on a big tar- get. It is one of the fastest-growing concerns in the billion-and-a-half dol- lar auto parts and accessories business. Already, its 50 stores, which operate through franchised local merchants something like the Howard Johnson at 50,000 watts gives advertisers the GREATEST COVERAGE at the LOWEST RATE of any Major Station in the DETROIT AREA This powerful radio voice is hitting a 1*7,000,000 population area in 5 important states and is open to advertisers at the lowest rate of any major station in this region. A tremendous buy for action and sales that is establishing new records daily. Get the facts now. 50,000 WATTS at 800 KC. Guardian Bldg. • Detroit, Mich. Adam J. Young, Jr., Inc. jl. /. E. Campeau National Rep. President MUTUAL 19 NOVEMBER 1951 79 W H Y,? Why all the hoop de-do about an umpire for the broadcasting in- dustry? Pulse does not aspire to this unenviable and unpopular role. Pulse is pleased and grateful to be a "bat boy" — handing the buyers and sellers of broadcasting time the best equipment pos- sible, fast, reliable and stable audience measurement, in or- der to play the games coming up. The buyers and sellers are the umpires. They call the plays and More of them use Pulse locally than any other service. For information . . . ASK THE PULSE THE PULSE Incorporated 15 West 46th Street New York 36, N. Y. chain, are bringing Rayco an estimated $10,000,000 annual gross. This is just the beginning, as far as Rayco is concerned. Annual business in auto sea covers — largely a secondan line in auto dealers, garages, auto stores, etc. — is now around $162,000.- 000. With broadcast advertising as its heavy artillery, Rayco intends to make a real beachhead landing in this lucra- tive territory, expects to double it? present gross in a year. Already, Ray- co's neat-looking stores, with their uni- form clock towers and big glass win- dows, are a familiar sight on key high- wax s near big cities from the Atlantic Coast on into the Midwest. "Eventually. Rayco will be complete- ly national."* agencj nan Lett told SPON- SOR, "and will be a major radio-TV advertiser. We'll probably continue to "Networks and affiliates must bring about a resurgence of confidence in ra- dio. Integrity and standards of service must be maintained along with doing a selling job." ROBERT D. SWEZEY Exec. V.P.. Gen'l Manager WDSV, New Orleans use TV to punch across our visual sell- ing, along with newspapers, and use spot radio and billboards to back it up with 'reminder' advertising, and for market 'specials'." Today. Rayco is still glowing from the success of its pilot programing ven- ture in TV. Since the business is still seasonal, the firm intends, however, to wait until spring before plunging heav- ily into extensive radio or TV program campaigns. "\\ eve already investigated the pos- sibility of putting Trapped on a net- work basis into all our key markets.'" a Grad) agency official admitted, "but the show is not available to us on that basis right now. However, when we do buy. it'll be something very similar, with the same basic appeal. We're not going to repeat the mistake of mis- matching the product and show." I hus. more air advertising is defi- nitelj slated, but it will be chosen care- fully, both b\ agency and client. So confident is Rayco that TV will play a large role in its future destinies, that the firm has been careful to expand within the limits of TV coverage. \i-u Rayco stores an- now going up in a pattern that comes close to <\i\- plicating and not |>\ accident, either — the pattern of network cables in TV. Where you find TV, more and more you'll be finding Rayco stores. And, vice-versa. Rayco has its formula for video now: 1. Buy a low-cost, well-rated show with a strong masculine angle — and one that appeals to the average sort of guy- 2. Sell hard on value and economy, as well as on the style aspects of Rayco auto seat covers. 3. Check the results carefully, and merchandise the show to the dealers and to the public. 4. Be willing to admit an error, and be ready to profit by it. When the economics of Rayco's ad- vertising warrants a jump into netwTork video, backed up by a solid base of radio-TV spot usage and other media, Rayco will be able to move swiftly and with little waste effort. -k -k -k MIDWEST RADIO (Continued from page 29) radio set, reaching almost complete sat- uration. In 1940 91.4% owned radios. In Kansas 98% of the families now IN THESE MARKETS it's A. M. MORNING & EVENING Yes, and for A.M. radio in these markets » "SPOT" the call-letters as listed here! ARKANSAS KB*> Great Locally! PLUS ABC *&? Represented Nationally by JOHN E. PEARSON CO. Owned A Operated by SOUTHWESTERN PUBLISHING CO. Don W. Reynolds, Pres. Publishers of: Southwest Times-Record, Fort Smith, Arkansas; Examiner-Enterprise, Bartlesville, Okla- homa; and The Daily Times, Okmulgee, Oklahoma. 80 SPONSOR lift Same old story in Rochester . . . WHEC WAY OUT AHEAD! Consistent Hooper Leader since 1943. Leads morning, afternoon and night! .... WHEC ROCHESTER, N.Y.J 5,000 WATTS \ Representatives ... EVERETT-McKINNEY, Inc., New York, Chicago LEEF. O'CONNELL CO., Loi Angelei, Son Froncitce ask John Blair & Co. about the Havens & Martin STATIONS IN RICHMOND WMBG-am MOD-™ First Stations in Virginia - own one or more radios in the home, compared to 84.8 % in 1940. Multiple set ownership for Kansas is as follows. Percentage of all Kansas families: 1940 1951 Owning one or more radios in the home 84.8% 98.0% With only one set in the home 71.6 58.9 With two sets in the home . 10.8 30.5 With three or more sets in the home _ 2.4 10.6 Owning an automobile radio receiver _ 16.8 54.4 Percentages of all car owners, with auto radios 20.8 62.4 With the great increase in multiple- set ownership over the past 10 years in both Iowa and Kansas comes the question, "Does ownership of more than one set increase the amount of listening, and are two or more sets used with any degree of regularity?" The Kansas Diary reports show that approximately half of all families own- ing two sets use them simultaneously each day, while more than two-thirds of those having more than two sets use them simultaneously each day. Percentages using sets simultaneously: 1950 1951 Two or more sets used simul- Esti- Dian taneously: mates Reports In homes equipped with two sets _ _ 24.0% 48.1% In homes equipped with three or more sets ._ 42.4 69.8 (1950 estimates are based on "recalled use by other members of the family," whereas the 1951 Diary reports are from all members of multiple- set families.) The average multiple-set Kansas fam- ily uses their two sets simultaneously more than eight quarter-hours each day. Greater use is made of them on Saturday than on weekdays or Sun- days. This additional two hours of lis- tening in nearly half the homes repre- sents "extra listening." A chart show- ing the "Quarter Hours of Listening by the Average Family, using two sets simultaneously" follows: Average Family Uses Two Sets Simultaneously On an average weekday 8.41 Quarter-hours An an average Saturday 9.32 Quarter-hours On an average Sunday 8.48 Quarter-hours Average weekday morning 2.61 Quarter-hours Average weekday afternoon 2.12 Quarter-hours Average weekday evening 3.68 Quarter-hours The 1951 Iowa Study reveals that ownership of more than one set in a home increases the number of persons tuned to radio. The following table shows that comparison. Per cent of respondents who listened during the four-hour test period in: One-Set Multiple-Set Homes Homes All respondents 65.9% 69.4% In urban homes 62.1 66.5 In village homes 64.5 71.2 In farm homes 70.5 72.9 (Percentages are based on all questioned in each classification.) Amount of listening per adult is also increased by multiple-set ownership, as teXotft* y/^/y7m/wz7w\/m v Summer is over and this gal's vacation is through It's "Back to Work" time and that means buyers for you. New dresses, new outfits, gals need dozens or more. Plus lipstick and hair soaps, all things that females adore. As shoppers they're smart so when out buying they go, They only spend money on products about which they know. So don't let them miss you, why be left out in the cold. Buy time on WSPD, Toledo, where your story is heard when it is told. 19 NOVEMBER 1951 81 KLX LEADS ALL OAKLAND- SAN FRANCISCO INDEPENDENT Radio Stations 9 OUHF 12 Hooper Periods.' Hooper Share of Audience, May through September, 1951, Oakland KLX Tribune Tower • Oakland, Calif, Represented Nationally by BURN-SMITH, INC. revealed 1>\ the Iowa study. Figures in the following table show the per- centage "I increase in listening b) the average adult, due to multiple-sets: All Women Mi n In terms of all adults questioned I4.49i 12.89! 19.99! In nuns cit listeners, o„h 6.9 10.3 l in upper figures in each column report cm a basis "l .ill adults questioned, regardless of wheth er they had listened during the four-hour test period, rhe lowei figures in each column n foi those who had listened during it" ti riod.) Radio sets located in barns account foi still more "extra listening." In I'M') one out of 10 farms in Iowa had radios located in the barn, and nearly all of this number used the radio there while milking. The following table brings these figures up to date: Percentages of radios in barns 1949 1951 All farmers questioned 1 1.5$ 13 9' 1 ,ii mi is u ho hi iii'd barns 12.5 1 1.6 (Hen n might !)<■ noted thai 99.59! <>i Iowa has electricity.) In the 1951 Kansas Study Dr. Whan studied the total amount of listening done during the average day. The fol- lowing table shows that the average woman over 18 years of age listens a great deal more than the average man or child; however, the differences are smaller on Saturday and Sunday than on weekdays: Number of Hours Average Kansan Spends Listening to the Radio Daily (Figures are in hours, being total hours reported, divided by numbei living in Diarj homes)" Average 1(11 \1 Woman i Average Home) Over 18 Werage Weekday 11.20 Ins. 5.16 hrs. I arm people 1 1 .69 hrs. 6.02 Ins. \ ,n,,...( people 10.22 hrs. I 82 hrs. 1 ib. in people 10.60 hrs. I'M Ins. Average Saturdaj 10.19 hrs. f.51 Ins. Average Sunda; l().l"> hrs. I 67 Ins. \m i age Werage Av< i ag< Man Child Child Ovei 18 12-18 -1-11 Average Weekday 2.59 hrs. 2.47 hrs. 2.45 hrs. I .urn people 2.90 his. 2.2 I Ins. 2.09 hrs. Village pi le 2.39 hrs. L'. lb Ins. '_'.T7 Ins. Urban people 2.58 hrs. 3.06 hrs. 2.69 hrs Vverage Saturday '-'.:il Ins. 3.74 hrs. 2.49 Ins. Average Sundaj 3.08 hrs. 3.03 hrs. 2.50 hrs. •A total ol 96,122 different "listener-quartei hours" are represented in the figures in the table. • • • MR. SPONSOR ASKS {Continued from page 51) motorists li>lming to their car radios, stressed service features, weather, traf- fic lips. Here al W II' Wilkic Buick .Iocs the same with the (>:••<) p.m. news. When Samuels Motors wanted to sell rebuilt motors the) bought news with John Facenda 7:15 p.m.: Broad Motors sponsors nine five-minute weather shows a week, including a new 6:25 weather show7 to reach early shift driv- ers coming into the city. Beeching Motors buys two sport shows a week at 6:30 p.m. to give scores and sched- ules. Albert Tire buys five minutes of news five nights a week at 6:40 p.m.; Swenson Motors the 11:00 p.m. news Sunday night. So it sounds like serv- ice programs sell service for auto dealers. One question though — since most men are leaving their cars at home these days due to the parking prob- lem— why doesn't some smart auto serviceman buy a program to appeal to the wife who has the car all day long these days? Sell her on the clean- liness of the car after service — rugs vacuumed — ashtrays emptied — win- dows sparkling — steering wheel wiped off — no smears on the upholstery — no grease spots on the fenders might do the job! Next — perfumed gasoline. Ralf Brent Commercial Manager WW, Phila. RESULTS PROVE 500,000 MEXICANS IN CREATER LOS ANGELES LISTEN TO 6 HOURS OF SPANISH PROGRAMMING DAILY ON KWKW AND KWKW-FM ASK FOR JOE TWO are better than ONE KLIX IS KLICKIN' with ABC and MUTUAL Ask AVERY-KNODEL PACKAGE that ty film spot at TELEFILM Inc. in Hollywood (28) Calif, since 1 938 82 SPONSOR TIMEBUYERS {Continued from page 35) tion reps. 'You know me, Joe. / II look after you.' "Other executives — especially media directors who've been nurtured in the space department — have a superficial knowledge of timebuying. All they can- about is whether a show has a 'high rating' or whether a station has 'high power.' Actually, these executives see timebuyers as lacking in creative abil- ity. Consequently, they're either prej- udiced in favor of a space campaign; or else, when a client insists on a broad- casting campaign, they loftily submit to the timebuyer an air campaign al- ready pre-digested. The timebuyer's advice is not sought. "This failure to consult the timebuy- er can mean a costly dollars-and-cents loss to the client. The timebuyer, if he's experienced, can advise which sta- tion will offer the client promotion and merchandising; what number of an- nouncements will bring best results in a certain area; whether to buy early- morning or middle-day announce- ments; and what closed-market station Mr. Ray K. Glenn Glenn Advertising, Inc. Dallas, Texas Dear Ray: You fellers in Texas is usl ter hear- ing stories uv big successes, so here's sumpthin you'll. like. Hit's about th' home town uv If CHS — Charleston, West Virginny. Now, Ray, Charleston's alius been a darned good market, but lis- sen ter this : durin th' first nine munts uv 1951 th' depart- ment store sales went up seven percent over what they wuz durin th" same period las' year! When yuh con- siders thct th' sales is off as much as eight percent in some other parts uv t h' country, Charleston looks durned good! An' don't fergit — WCHS gives yuh more UV these well-oft lisseners then all th' other jour stations in town put ter- get her! Yrs. Algy WCHS Charleston, W. Va. would be willing to horse-trade." A leading station representative ex- ecutive contends that giving timebuy- ers more strategic power would be a constructive move, in the sense that it would enhance the timebuyer's pres- tige. "The trouble with timebuying is that it has no glamour," he says. "The client loves to get in with the world of stars and show business. Meanwhile, as much of his money is going for announcements. But who wants to be pally with a guy who is loaded with papers, instead of beauti- ful dolls? Timebuyers have no glam- our but their creative intelligence should be recognized." To what extent are timebuyers underpaid? Although they place millions of dol- lars in business, sponsor learned, the timebuyers' own paychecks are often "E'rogram for yimr audience . . . and your audience alone. Originate rather than copy . . . unless an imitated format suits the needs of your listeners." HAROLD E. FELLOWS President, ISARTB picayune to an extreme. The pay-scale chart on page 34, with some notable exceptions, is more common than is be- lieved. Frugal wages for timebuyers are especially prevalent in medium- sized agencies, where space advertising composes most of the agency's billings. A former agency executive who knows many agencies pointed out to sponsor that it's doubtful if timebuy- ers get a proportionately fair slice of the agency's bonus money. Most of this money goes to the more privileged account executives and radio and TV production men. Several timebuyers pointed out addi- tional wage inequities. Many timebuy- ers— even $65-a-week heads of the timebuying department — do not get overtime pay, even though they put in considerable week-end paper-work. In- deed, some agencies are reported to feel at times that they can hire time- buyers on the basis that the free lunches provided by station representatives at Sardi's, 21, and Nedick's are part of their wages. A timebuyer at one of the top 10 agencies in AM-TV billings explained that with the advent of TV. few agen- cies have hired additional timebuyers to handle strictlv TV accounts. Gener- 4 ...for delivering listeners, SALES on your lively music and personality show. Thanks to your "Katy Ellen" show, KTLN proved to be our best dollar buy in the Denver market"* 'national advertiser's name on request. KTLN offers you prime coverage of the cream of the rich Rocky Mountain area, including all of the Denver market, with Katy Ellen and a host of other programs slanted to the housewife. KTLN is non-directional— the LARGEST independent station in the largest market without television. for availabilities wire, phone or write or Radio Representatives, Inc., John New York, Chicago, Buchanan Los Angeles, KTLN San Francisco Denver KTLN 1000 WATTS DENVER'S only independent non-directional station 19 NOVEMBER 1951 83 1000 WATTS Charleston's most far reaching station When you're looking over the facts, Mr. Time- buyer, remember this when you get to Charleston: WPAL has created its own market. There are 65,000 negroes in Charleston County alone — served by negro air personalities exclusively by WPAL. Take into consideration also, the 21 surrounding counties served by WPAL's clear channel coverage — and you'll find in the neighborhood of 250,000 negroes listening daily to Bob Nichols ("Blues 'n' Boogie", "Jive Parade", "Harlemoods"), and Emmett Lampkin ("In the Garden"). Yes, nearly half of our broadcasting hours daily are devoted to cultivating this large, ready-to-be-sold audience, with our own negro personalities. This means something: WPAL is the only Charleston station using members of their own race to sell the Negro Market! It took Bill Burns only one month of newscasting at 8:00 AM to raise district sales of a nationally advertised beer 10%. Burns is one of the many top personalities on KO\ who can promote your product. Ask Weed & Coin- pan} for the complete Pitts- burgh Btor) ami availabilities. KQV Pittsburgh. Pa. MBS — 5,000 Watts— 1410 BMI SIMPLE ARITHMETIC IN MUSIC LICENSING BMI LICENSEES Networks AM FM TV 23 2,241s 354 103 Short-Wave Canada 4 150 TOTAL BMI LICENSEES . . 2875" You are assured of complete coverage when you program BMI-licensed music *As of Nov. 12, 1951 m,. "wm„. BROADCAST MUSIC, INC. 580 FIFTH AVE., NEW YORK 19 NEW YORK • CHICAGO • HOLLYWOOD 84 ally, the radio timebuyer has been asked to take on TV duties, too — thus adding to an already complex, and un- derpaid, job. To what extent are timebuyers' promotion chances blocked? By and large, SPONSOR learned, time- buyers are rarely permitted to gradu- ate beyond serving as head of the time- buying department. The positions with all the folderol and pleasant boodle — account executives and media directors — are more often than not assigned to recruits from the space department. Naturally, there have been excep- tions. Bill White of Pedlar & Ryan is an ex-timebuyer who handles the Ca- may account for P&G; Gertrude Scan- Ian, ex-timebuyer at BBDO, now han- dles the Wildroot account, with her sister, Eleanor, still holding the fort as timebuyer; Ted Fisher, ex-timebuy- er at Ruthrauff & Ryan, is now one of the Camay account executives at Pedlar & Ryan; and Stanley Pulver, ex- timebuyer at Dancer-Fitzgerald, is now Lever Brothers radio/TV media di- rector. But, as Phil Kenny, head timebuyer at Kenyon & Eckhardt. explains, "These kind of promotions are hard to get and very few. Largely, it's because, up un- til now. many timebuyers haven't got the social recognition or money that they deserve. Our agency is probably an exception. We timebuyers get recog- nition from the account group, and often consult directly with the clients."' A contrasting point of view is ex- pressed by Charles Wilds, timebuyer at N. W. Aver. "In a way," he main- tains, "I cant blame an ad agency president for confining timebuyers to doing just that. After all. once a time- bin er has learned all the ropes, the top man might well be reluctant to channel him into another field. He'd have to go to all the trouble of training a new man for the rather complex job." Others, within the industry, though, contend that because the timebuver is roadblocked into a rut, he's apt to get bored, and seek out another post. This i> attested to, in part, by the numbers of timebuyers who leave the fold to become more highly paid station rep- resentatives. To what extent are timebuyers inadequately trained? Many believe timebuyers lose stature within the ad agency because they are usuallv drawn into the job on an in- SPONSOR Eighth of a series fijNfc J. FRANK GILDAY V.P. and Dir. Radio and TV Cecil & Preshrey, hie. LIKE MOST "Newsworthy" TV & RADID EXECUTIVES Mr. Gilday's LATEST BUSINESS PORTRAIT IS BY- Photographer to the Business Executive 565 Fifth Ave., New York 17— PL 3-1882 discriminate, catch-as-catch-can basis. In other words, few set out in life to be timebuyers, and thus get insufficient preliminary training. They are usually dragooned from the agency mailroom, from the office boy ranks, or perhaps have served as a research department clerk. In a few instances, they may have served an apprenticeship working for a radio station, or, as in the case of Jane Shannon, timebuyer at J. Waltei Thompson, worked as secretary to a timebuyer. When they do get their start, they're often paid as little as $25 to $30 a week serving as timebuying estimator. This functionary has the important role of helping select radio stations for a spot campaign from basic clerical data; lat- er he figures out what the campaign "If more functions of government are subjected to television, we shall enjoy better government." SENATOR ESTES KEFAUVER is actually costing on the basis of sta- tion discounts for frequency. "The chief training drawback is that there are no actual college courses de- voted entirely to the inside workings of timebuying," one ex-timebuyer said. "In New York City, for example, NYU and CCNY teach night courses on gen- eral advertising. But only a couple of these sessions are dedicated to time- buying. As sales service manager at CBS, Ned Midgley used to teach a course that came closest to being ex- clusively devoted to timebuying. But he no longer does. His Prentice-Hall book, The Advertising and Business Side of Radio, is probably the only timebuying text book available (Midg- ley is now at Ted Bates)." Some timebuyers, like Mac Dunbar of Ted Bates, believe timebuying can be learned "only through a slow proc- ess of osmosis." Others, like Bill Hin- man, who was recruited from the mail- room at Kenyon & Eckhardt, feel that advertising agencies should give orien- tation courses for their junior em- ployees, taught by veteran timebuyers and media directors. In summary, the president of a medium-sized agency said there was probably one solution for helping the underrecognized, underpaid, and overworked timebuyers, and that lay with the timebuyers themselves. "If timebuyers expect to rise in the ad agency world," he said, "then it is time For your 16 mm. educational film requirements use Precision . . . • Over a decade of 16 mm. in- dustrial film printing in black and white and color. • Fine grain developing of all negatives and prints. • Scientific control in sound track processing. • 100% optically printed tracks. • Expert timing for exposure correction in black & white or color. • Step printing for highest pic- ture quality. • Special production effects. • Exclusively designed Maurer equipment. • Personal service. , no wonder more and more of the best 16 mm. films today are processed at. . . PRECISION FILM LABORATORIES, INC. 21 West 46th St., New York 19, N.Y. JU 2-3970 19 NOVEMBER 1951 85 the) started tooting theii <>\wi horn." On the other hand, -c\eral top agen- c) executives contacted 1>\ sponsor felt that the status of timebuyers was "as it should be." The president of an agenc) with major chunks of its billing In spot radio and TV said: "We recognize that our timebuyers arc highl) skilled and capable. Where we feel that their intimate knowledge ol market- can be helpful in making an) basic decision we do consult them. That has always been our polic) though it is true that at some agencies the practice is to minimize the time- buyer's status. \<r haek issues. Some may he ex- hausted. But those available will go forward promptly. MEXICAN MARKET I enjoyed your 4 June article on "How to win with Juan." As a whole it was a very good article, but I feel you did not show the clear picture. By that I mean that you took the word of station managers running Spanish pro- grams and, as such, some of the infor- mation was as they saw it which, in most cases, was right. Since I am of Mexican descent and yet as American as anyone can be, I have always felt that Spanish radio like everything else, has and must change with the times. I feel that the huge Mexican market here in the Los +++++++++++++++++ ++++++-(-1-+ ++++++++ +++++++++++++++++++++ + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + Mister MacPLUS, in kilts of plaid, Can pipe one ballad clear: "Let ithers take the high road, lad, Ye'll profit r-r-richer here!" For canny THRIFT, it's MBS! Here, by the MacPLUS Plan, A client can get more for less; Canny? You bet he can! -the difference is MUTUAL! !- + + + + + + FOR DETAILS THE MUTUAL BROADCASTING SYSTEM • NEW YORK 18. N Y ++++++ + 86 SPONSOR CBS WHP 5000 WMISy 5S0 K C I7C National Rep. The Boiling Co. the key station of the keystone state . . . Harrisburg, Pa. FOR QUICK, EASY REFERENCE TO YOUR COPIES OF SPONSOR get the beautiful SPONSOR of only $ 4 binder BINDER ORDER FORM SPONSOR 510 Madison Ave. New York 22 Please send me Binder holding 13 is- sues and bill me later. NAME FIRM ADDRESS CITY ZONE STATE □ $4 one binder □ $7 two binders Vngeles area merits national sponsor recognition so that the Mexican people can have entertainment with their com- mercials. Most of the Spanish shows are on small out of town stations done by men using the same techniques used by American radio 15 years ago and aimed at yesterday's Mexican au- dience using as many as 40 commer- cials per hour. Here in Los Angeles and Southern California the big mar- ket is today's generation, not yester- day's. May I also point out that you com- pletely ignored television in your arti- cle. Radio is the cheapest way but TV will bring you better results. I am speaking of the Los Angeles market. To prove the above points I had Tele-Que, a local survey organization, do a survey on the Mexican market in the Los Angeles area. I am sending you a copy. I hope that out of it you may find some interesting points. May I add that through my experi- ence with this market and the findings of this survey I have come to the con- clusion that this market can be reached more effectively doing a show with Latin music and English commentary. By doing a Latin disk show in English you not only reach the largest part of the Mexican market but you get, as a bonus, the many thousands of non- Latins that enjoy Mexican music. Again, thank you for your foresight in recognizing the huge market that is being ignored by national advertisers. Hank Hernandez Hank Hernandez Productions Los Angeles • Kcaflci M. i.i.hmI. / Kill br irlad tc of his 10-pagc survey "The Mcxica Los Angeles" on request. -end copies Market in WRONG AGENCY In your issue of 22 October you quite justly complain about a private organization setting itself up to judge people's reputations, especially when it is careless about the facts. In view of your self-righteous posi- tion. I am sure you will be glad to correct the inaccuracy on page 52, which implies inadequacy on Foote. Cone and Belding's part in producing the Toni White Rain film. The fact is, Foote, Cone and Belding did not make the film, but another agency. Tom Playfair and His Red Rover Boys Chicago # Oops, forgive the error! The Toni White Rain Shampoo film commercial was made hy the Tatham-Laird apency in Chicago. Despite bad weather, the North Avenue Nursery sold 20 times as many apple trees as it normally did— so many, in fact, that it opened another branch -when it put its product before Chicagoans on THE HOUSEWIVES' PROTECTIVE LEAGUE Most sales-effective participating program . . . anywhere! S I Reasons Why The foremost national and local ad- vertisers use WEVD year after year to reach the vast Jewish Market of Metropolitan New York I. Top adult programming 2. Strong audience impact 3. Inherent listener loyalty 4. Potential buying power Send for a copy of "WHO'S WHO ON WEVD" HENRY GREENFIELD Managing Director WEVD 117-119 West 46«h St., New York 19 19 NOVEMBER 1951 87 SPONSOR SPEAKS_ The Iowa-Kansas studies aftei year, for the past 14 years, meticulous Dr. Foresl Whan of Wichita I niversit) lias turned out two radio listener studies. One, sponsored l>\ WHO, Des Moines, turns the re- search spotlighl on the whole state ol Iowa; the other, sponsored by WIBW\ ropeka, does the same for Kansas. I tilizing personal interview and diary techniques, employing -indent inter- viewers, Dr. Whan goes into mam >i- lal facets of radio listening. In SPONSOR'S lead article in this is- -m i ->■!• page 27) you will note that one advertiser based a spol appropria- tion of $500,000 on this information, throughoul the I . S. advertisers and agencies are studying the 1951 findings newl) released. Whal interested ns especially is the growing tendenc) of smart media buy- ers to check loua findings against Kan- sas findings, Since the techniques are comparable, the research equally re- liable, the questions often similar, the areas akin, the Whan studies afford a rare opportunity for such double-check. We understand that other midwest states have been surveyed In Dr. \\ han — although some of the resultant find- ing- have been for internal use only. Next spring a big chunk of the east max he \\ ban-researched. In view of the definitive type of data uncovered, and the growing obsoles- cence of the still-much-used BMB stud- ies, we found this comment by Dr. Whan to us highly interesting: "We stand ready to do the Iowa- Kansas type of survey for the entire country, if it is ever wanted — for about one-third of what was spent on BMB. The universities of the nation stand ready to band under our leadership in supplying such information for every county and state in the U. S. — at cost — on condition that all we find is pub- lished, not just the finding of contrib- uting stations." Beethoven — He also sells! What the pop music fans call "long- hair music"" and what BMI more ac- curatel) dubs concert music — has too often been looked upon by radio men and advertisers as strictly sustaining stuff, okay for public service but not for commercial selling. Although one of the truly great contributions made b) the American radio industry to the culture of this nation has been the building of a mass audience for con- cert music, the fact that this tvpe of music can attract even larger audiences and sell products has been neglected. One of the reasons for underestimat- ing the size and importance of the se- rious music audience is, to quote Ben- ny Goodman, ". . . the stuffy and hi- falutin' way some people write and talk about it." Last year, Dick Pack, imag- inative program director of WNEW. New York independent, engaged Good- man for a new role — program com- mentator for a series of recorded Sun- day symphonic concerts. He choose B.G. for two reasons — because of his double-barrelled reputation and achieve- ment in both the fields of pop and con- cert music — and because Benny has the knack of talking about "longhair" mu- sic in a lively and appealing way. The Benny Goodman approach to the classics proved so effective — it upped WNEW's audience in its time slot 50 per cent — that this year Pack and BMI president Carl Haverlin ar- ranged a unique public service project, in which BMI is syndicating Benny Goodman's "Music Festival" at cost (about $60 for a 26- week disk series) to stations all over the nation. This project, of course, is another impor- tant contribution by radio broadcast- ers to promoting the cause of concert music. But the commercial implica- tions should not be overlooked, for this program highlights the commer- cial potential of concert music. Stations that take the "Benny Good- man Music Festival" will, at no extra charge, be allowed to make the series available for local sponsorship. There should be a great many local adver- tisers who will find this lively series a good way to win friends and influence customers. Applause Gen. Sarnoff's three requests "Pitch vuiir mental lent- in the field of imagination, said David Sarnoff during tin- commemoration of his 45 \ eai - Hi -ei vice t" radio ami the nam ing nt l!< \- Princeton Laboratories '"David Sarnoff Research Center." \nd to prove that his mental tent never i- pitched anywhere else General Sarnoff asked foi three new inventions b) tin- time hi- 50th radio anniversai j mil- around. First, In- asked foi an amplinei ol light that would pro> ide In rill lelev i sion pictures capable of being project- ed in the home or theatre on a screen of anv desired size. He said that Or- ri n Dunlap. "head of the Intellectual Department of RCA," had labelled it "Magnalux." "Will you please let me have the Magnalux before 1 956?" he requested. Second, he asked for a television pic- ture recorder that would record televi- sion programs on an inexpensive tape at the instant when the dots reach the antenna "and b ifore the) go through a 'ol ol complicated circuits and photo- ;raphic equipment." General Sarnoff called this a "Videograph. " "Will you please let me have the Videograph before 1956?" he request- ed. Third, he asked for a small, noise- less, inexpensive air-conditioner for the home that would operate with no mov- ing parts — only tubes. He named this "Electronair." "W ill you please let me have an elec- tronic air-conditioner before 1956?" he requested. These three requests were typical of David Sarnoff 45 years ago. And ihey are typical of the Sarnoff genius today. 88 SPONSOR If % 7ke Uea/ifrot America. . > r .. *• * y- s £/ie Team... and It's Wholeheartedly reliable . . . In the course of more than thirty years of broadcasting, Arthur B. Church, president and founder of the KMBC-KFRM Team, has taught the folks in the Heart of America a great lesson. That lesson is the fact that where ever they go there will be radio — and— if it's KMBC-KFRM, it will be good radio. This earnest policy of reliabil- ity spreads both ways. Listeners in the rich Kansas City Primary Trade Area look to The KMBC- KFRM Team as they have for years, for the latest and greatest in broadcasting. They name The Team their favorite source for news, sports, special events, edu- cational programs and fine whole- some entertainment day in, day out, year after year. At the same time, advertisers find that radio schedules placed on The Team get results. They know that they can depend on KMBC-KFRM for reliable serv- ice, and be sure that their sales messages are reaching the major share of the radio audience. Yes. indeed. The KMBC-KFRM Team is wholeheartedly reliable. Thai's why KMBC-KFRM has and holds the audi- ence and xv hy to sell the xv hole Heart of Ameri- ca, wholehearted- ly, it's . . . fim ««»^ The KMBC-KFRM Team 6TH OLDEST CBS AFFILIATE • PROGRAMMED BY KMBC OWNED AND OPERATED BY MIDLAND BROADCASTING COMPANY DETROIT SAN FR ANCISCC ATLANTA HOLLYWOOD RADIO AND TELEVISION STATION REPRESENTATIVES V EMBER 1951 • 50c Per Copy $8 a Year * f» 12 hours in the life of an account executive— p. 27 Public utilities like N.Y.'s Con Ed use air heavily — see p. 36 SP I2!:,;, Ml ,-. | p ROCKET Clint PL* J & i y Wzath&i-WiAz ■ S3 4 £ * V aSfsCSr4 ^ ^ W .. ' *- . . I , .•- ; ... ■; Oyster Shell Stretches Small Budget page 30 EDo Viewers Remember TV Plugs? page 3 Why Blame the Program Director? Hot Issue This Week Don't Over- look Station Breaks page 4C TV Results ■ page 4* Mr. Sponsor Asks page 4( ■■■■ Radio Commercial Reviews pac -j-=s Agency Profile: Barry Ryan page 58 Edito "Tippecanoe" stands for bravery Battle of Tippecanoe The valor that Virginia born-and-bred William Henry Harrison displayed in the famous Battle of Tippecanoe helped bring him the presidency of the United States and the nickname "Tippecanoe." This son of a signer of the Declaration of Independence, grandfather of still another president of the United States.was from the mold that traditionally has kept Virginia in the forefront of Southern progress. With this rich heritage, it's no accident that WTVR was the South's first TV station— that WCOD was Virginia's first FM station, and that WMBG now is celebrating its Silver Jubilee of service. These are Havens and Martin Stations, the First Stations of Virginia. WMBG ^ WCOD FM Havens & Martin Stations are the only complete broadcasting institution in Richmond. Pioneer NBC outlets for Virginia's first market. Represented nationally by John Blair & Company WTVR v mt \thc5ourjiYfirsr television statiot FIRST STATIONS OF VIRGINIA AM 'soaps' may gain in P&C TV checkup What's your problem? John J. Anthony is back Sponsor interest in news still high despite Korea lull Hooper signs first sponsor for Media-Meter Roach-Official pact will mean more films for TV "See It Now" costs Alcoa $l,000,000-plus Trade is keeping keen eye peeled on P&G, which has asked its agencies (Benton & Bowles, Young & Rubicam, Pedlar & Ryan, Biow, Compton) to check up on effectiveness of its TV advertising. Soap company's con- cern is natural, since it now spends $27 , 000 , 000-plus on radio and TV. One P&G agency exec told SPONSOR: "P&G will compare sales results in each TV area. If P&G finds its TV results don't warrant the huge cash outlay, it may well be the company will siphon some of the money into more daytime radio soap operas. " -SR- John J. Anthony, bleeding-heart Solomon of the airwaves, who hit his peak in '30's, is on comeback trail. Beginning 6 January, Sterling Drug's Ironized Yeast will bankroll lovelorn expert (cost: $450, 000- plus) over full MBS web. Anthony goes into 9:30 to 10:00 p.m. Sunday slot (via Dancer-Fitzgerald & Sample). -SR- Despite tedious Korean peace stalemate, 3 recent sales reflect contin- ued sponsor interest in radio news: (1) Beginning 31 December, S. C. Johnson Wax (via Needham, Louis & Brorby, Chicago) sponsors biggest news schedule ever on any network — $2, 000, 000-plus annual outlay for 4 separate newscasts on 539 MBS stations ; (2) Atlantic Refining Company (via N. W. Ayer) is experimenting, to tune of an estimated $100,000, with 5-minute newscasts over 30 stations in Virginia, North Carolina; (3) Credit Union National Association (via J. Walter Thompson, Chi- cago), first time on network radio, debuts 1 January with 7:30 to 7:45 p.m. portion of Gabriel Heatter over MBS, with $250,000 outlay. -SR- Brown Shoe Company, St. Louis, is first sponsor to underwrite C. E. Hooper's new "Media-Meter" — telephone coincidental service which pro- vides comparison of time audience devotes to radio, TV, newspapers, and magazines. "Media-Meter" costs $4,500 per city surveyed, and Hooper expects to begin using it 1 January in 10 cities. -SR- Look for much-needed increase in supply of big-time TV films, as re- sult of "joint participation" agreement signed by Official Films, Inc. , N.Y. , and Hal Roach, Jr. , of Hal Roach Studios, L.A. Official (nation's second largest producer of home movies) has quietly been producing English-language TV operas in Italy; half-hour religious films for TV in Holy Land; 0. Henry-style dramatic short stories; and 30-minute low-budget musicals in Hollywood for TV. Official president Bill Goodheart, Jr., will screen these offerings to trade "in next few months." Roach (nation's biggest studio for TV film production) turns out Philip Morris' "Racket Squad," General Mills* "Trouble With Dad." -SR- Unlike his expensive "Hear It Now," which was never sponsored, Edward R. Murrow's new "See It Now" over CBS-TV will be bankrolled in new year by Alcoa (via Fuller & Smith & Ross), to cost $1,000, 000-plus. SPONSOR, Volume 5. No. 2r>. 3 December 1951. Published biweekly by SPONSOR Publications, Inc., at 3110 Elm Ave., Baltimore. Md. Executive. Editorial, Circulation Office 510 Madison Ave , New York 22. $8 a year in U. S. $9 elsewhere. Enlered as second class matter 29 January 1949 at Baltimore. Md. postofflce under Act 3 March 1879. It I -VOH I TO SI'ONSOItS lor 3 December 1951 NBC all out to bolster AM, McConnell says Denny outlines plans for NBC radio net Nets continue to build TV Star system CBS "one-shot" plan has sponsors biting AM gets boost as clearance hassle sours firms on TV Stress which NBC places on strengthening radio network was indicated when President Joseph H. McConnell said at Boca Raton confab that NBC was prepared to loose $1,000,000 in 1952 to rebuild radio net. Of major importance is merchandising operation under direction of Fred Dodge. Already, Dodge has completed pilot merchandising effort for Pet Milk and Aerowax in St. Louis and Cleveland with promising re- sults. He has 10 field men stationed strategically throughout U.S., SPONSOR learned. -SR- Direction in which NBC radio network will evolve was summarized by Charles R. Denny, NBC executive v. p., before affiliates assembled at Boca Raton, Fla. , last week. He stressed enlargement of net facili- ties to grass-roots towns ; increase in net option time ; programing de- sign to utilize AM strong points and also make effective use of NBC's TV stars ; realistic pricing of programs ; sales policies to increase usefulness of net for present and future clients ; strong merchandising services to increase NBC radio's effectiveness (See story on network radio evolution, page 38). -SR- Recent signing by CBS-TV of 5-year exclusive contract with Ginger Rogers, and ditto NBC with Judy Canova, are most recent developments in battle between TV webs to grab off Hollywood stars. Biggest invad- er of Hollywood preserves is NBC, which has pacted names like Jimmy Durante, Eddie Cantor, Martin & Lewis, James Melton, Jack Carson, Bob Hope. MGM, in part to placate its stars nursing TV ambitions, has just signed $2, 000, 000-plus contract with MBS, allowing over 100 of its top talent to star in Mutual shows next year. But it's still ver- boten for MGM talent to enter TV. Among MBS-MGM radio stars will be Bette Davis, Errol Flynn, Lionel Barrymore, Mickey Rooney, Orson Welles, Ann Sothern. -SR- Sponsors are biting CBS' "buy-a-piece of Skelton" and other "one-shot" radio offerings. John J. Karol, CBS sales vice president, told SPONSOR "at least 8 sponsors" have shown high interest in acquiring piece of "Red Skelton," in near future, including Packard, Pepperell sheets. Also, "over 6 advertisers" are interested in one-shots of other shows. Pontiac (via McManus, John & Adams, Detroit) is buying single perform- ances of "Broadway's My Beat," "Hearthstone of the Death Squad." Buick is one-shotting 2 other shows. -SR- Radio will get shot in arm as aftermath of increasing number of spon- sors leaving TV, because webs can't give them enough stations, or clear good time slots. Latest is Bonafide Mills, Inc. (via Gibraltar Advertising Agency, N.Y. ) , which cancels "Versatile Varieties" on ABC- TV 14 December. Gibraltar producer Charles Basch told SPONSOR: "We ordered 31 stations, but ABC could clear only 17. We probably will use radio from now on." Another, American Safety Razor Corp. (via Mc- Cann-Erickson) cancels Robert Q.. Lewis's "Show Goes On" 8 December, because "CBS-TV switched show from Thursday to Saturday night," oppo- site formidable NBC "Your Show of Shows." Said Ad Manager Buddy Solo- mon to SPONSOR: "We're talking about a new radio network show or morning radio newsstrip. " (Please turn to page 62) SPONSOR No. 30 OF A SERIES BOB REYNOLDS In Rose Bowl Play* WHEC In Rochester Radio! «J1 X'L mm mm ::^ i OMG TlMt u*ti*sm' IN ROCHESTER 432 weekly quarter hour periods are Pulse surveyed and rated. Here's the latest score,— STATION STATION STATION STATION STATION STATION WHEC B FIRSTS 226... 136 TIES 17... 15. Slaiion on 'til suntet only WHEC carries ALL of the "top ten" daytime shows! WHEC carries the top seven evening shows and is tied for ninth and tenth places! BUY WHERE THEY'RE LISTENING:- tackIe> Bob R* A^'ican ?°Vza^foraZChR°se tbe ^ddeA' P°n showed t,0n'S ^fad \His «■- PULSE REPORT— SEPTEMBER-OCTOBER, 1951 LATEST BEFORE CLOSING TIME NEW YORK 5,000 WATTS Representatives: EVERETT- McKINNEY, Inc. New York, Chicago, LEE F. O'CONNELL CO., Los Angeles, San Francisco. 3 DECEMBER 1951 DIGEST FOR 3 DECEMBER 1951 VOLUME 5 NUMBER 25 ARTICLES 12 hours in the life? of an account executive To cope with the demar.ds of his job, an A.E. must be a combination of Standard Rate and Data, Demosthenes, Freud — and have an iron stomach Oyster Shell covers 56* markets with S'40.000 Using spot radio 52 weeks a year to reach farmers in 20 states, this chicken feed supplement firm makes small ad budget go a long way Do viewers remember your commercial? SPONSOR presents an exclusive report on a new study of TV commercials conducied by Advertest Research. You will find the results highly useful Why blame the proyram director? When he tries to please the station manager, sponsor, and account executive — all at the same time — no wonder the P.D.'s efforts are often uninspired Public utilities on the air: Part it Here's how local power companies have made increasing use of radio and TV to build good will and ward off government ownership 1%1'ivs rountlup The latest developments on ( I ) network reorganization; (2) sports sponsor- ship on TV; (3) Ken Baker's new BMB study; (4) NBC-CBS listening research Are you overlookiny station breaks? Many advertisers have found — to their profit — tint they can pack lots of "sell'' into 20 seconds — or less COMING I et your salesmen in on your advertisiny Case histories prove that if a sponsor doesn't turn his sales force and his air advertising into one effective team, he may lose out Feature films tailor-made for TV Who's who in production of feature films, who doos the distribution, and what results sponsors have had in using them will be included in this roundup TV in radio homes Many studies have beon made attempting to show the effect of TV on radio listening. SPONSOR will present a cross-section of results 27 :to 32 34 36 38 40 17 Dec. DEPARTMENTS MEN, MONEY & MOTIVES 6 510 MADISON 10 NEW AND RENEW 15 MR. SPONSOR: JACK S. HEWITT 20 P. S. 22 TV RESULTS 44 MR. SPONSOR ASKS 48 ROUNDUP 52 RADIO COMMERCIALS 56 AGENCY PROFILE: BARRY RYAN 58 SPONSOR SPEAKS 84 COVER: Electric and gas utilities are using broadcast advertising increasingly. (See story, p. 36.) Typical big-city air user is New York's Consolidated Edison. Conferring on Con Ed commercials are (from left) George Minasian, community relations; Charles B. Delafield, Con Ed v p.; Tex Antoine, star of firm's TV weather series; advertising director Ray Martin; Cress Pugh, BBDO account executive on Con Ed. Editor & President: Norman R. Glenn Secretary-Treasurer: Elaine Couper Glenn Managing Editor: Miles David Senior Editors: Frank Rasky, Charles Sinclair Department Editor: Fred Birnbaum Ass't Editors: Lila Lederman, Richard A. Jackson Contributing Editors: Robert J. Landry, Bob Foreman Art Director: Si Frankel Photographer: Jean Raeburn Vice-President - Advertising: Norman Knight Advertising Department: Edwin D. Cooper (Western Manager), George Weiss (Trav- eling Representative, Chicago Office), John A. Kovchok (Production Manager), Edna Yergin, John McCormack Vice-President - Business Mgr.: Bernard Piatt Circulation Department: Evelyn Sata (Sub- scription Manager), Emily Cutillo, Joseph- ine Villanti Secretary to Publisher: Augusta Shearman Office Manager: Olive Sherban Published biweekly by SPONSOR PUBLICATIONS INC., combined with TV. Rxec.ut.ive. Editorial. Circulation and Advertising Offices: 510 Madison Ave., New York 22, N. V Telephone: MUrray Hill 8-2772. Chicago Office: H',1 K. Grand Ave., Suite 110, Telephone: Superior 7-9803. West Coast Office: 0087 Sunset Tloulevard. Loa Angelei. Telephone: Hillside 8089. Printing Office: 3110 Elm Ave.. Halt (more 11. Md. Subscriptions: 1'nlted State* $8 a yenr. Canada and foreign $9. Single copies 50c. Printed In U. S. A. Address all correspondence to 510 Madison Avenue. New York 22, N. Y. Copyright 1951. SPONSOR PUBLICATIONS INC Eyes and ^J Ears of a GOOD CITIZEN "This would seem to indicate television on the local level is reaching for adulthood," says the Dayton Daily News' Bill Barton. "Moderator Stuart Strand passed along many telephoned questions during the half hour. He was still clutching a handful when time ran out and citi- zens were still telephoning WHIO-TV for some time after the show." Here's something hot in public service shows — so hot, in fact, that we may change the name to "Fireworks on Sunday After- noon!" Actually, the name is — "The Citizen Speaks." WHIO-TV supplies the prime half-hour (2 P. M. Sundays) and the mod- erator. The rest of the cast is Dayton city officials and Day- ton citizens. A subject of city-wide interest is announced each week. Quali- fied city officials appear before a panel of citizens who want to know What? Why? Where? When? How Much? During the show, viewers can phone in addi- tional questions, thus making it a widespread free-for-all. To use an overused phrase — this is democracy in action — and we do mean action. It was launched with much finger- crossing. Would the people of Dayton take an interest? If you doubt it, you should be on our switchboard and read our mail. Would city officials like the no- tion and cooperate with it? The answer is: Both! To quote Mayor Lohrey, "This is one of the healthiest things in city government I've ever experienced. The public re- sponse is amazing. On this WHIO-TV program we're able to bring the democratic processes of local government into the liv- ing rooms of Dayton. This pro- gram answers a real need." To quote ourselves, "Here is public- service programming with a BANG!" City Manager McClure, Mayor Lohrey and Moder- ator Stuart Strand (below) discuss program details. With members of Dayton City Commission (above) they appear on premiere of "The Citizen Speaks." Pulse for September shows 8 out of top 10 weekly shows were aired via WHIO-TV. Represented nationally by The George P. Hollingbery Company BETWEEN COMMERCIALS BY KAY MULVIHILL KPIX's tele-version of Margo Trumbull's popular radio series — "Top of the Mark" has proved to be one of San Francisco's top TV productions. Televised directly from the world famous Top of the Mark, the half hour weekly program features Margo's interviews with the world's best known figures in en- tertainment, politics!, literary and profes- sional circles. Margo Trumbull Such celebrities as Celeste Holm, Dor- othy Thompson, Vin- cent Price, Pierre Monteux, Marsha Hunt, Warden Clin- ton Duffy, Andre P evin, A-ch Obler, Yehudi Menuh.n. Arthur Fiedler, Opera and Ballet stars and numerous o hers hive guested with Margo in the glam- ourous Nob Hill setting. The interesting visitors . . . the scenic "Top of th? Mark" . . . and the well- paced performance of hostess Margo i rumbull, who has acquired a wide- preid reputation for her interviewing techniques, combine to make for a smooth production. WINTER CONCERT SERIES KSFO's thi:d annual Winter Concert Series has resumed once again and is now featuring two full hou:s of classical and operatic music each Sunday afiernoon. Musical host, Bill Hillman, also brings KSFO listeners interviews with leading i concert artists appearing in San Fran- cisco. by Robert J. Landry SAN FRANCISCO Oli, did yon invite the writer? We never do . . . 1 mi are a sponsor. You have decided to risk a program. Radio. Or television. You know how much you want to spend and have confided this intelligence to your advertising agency. As a conse- quence of your decision to embrace sponsorship, or at least your expressed willingness to consider it. a whole series of conferences have been set in motion. These conferences are indubitably educa- tional, but unfortunately a trade-wide addiction to secrecy prevents detailed reporting of them. Hence we resort, unsatisfactorily, to "impressionistic projection." * * * You yourself may be present at some of the conferences, perhaps not at the best ones. The meetings will vary with you, the sponsor, the particular agency, network, package house, and the amount of starch in the assembled shirt fronts. The starch will be related to the fat content of the appropriation. * * * You will note, on the table, many lists of available programs, stars, tie-ups. and merchandising stunts. It may be that of 15 major "rec- ommendations, thej have their real choice hidden as number 13. ^ ini ma) not know that for a long, long time. * * * Everx bod) will be amazingly familiar with the William Morris \ucnc\. Music Corporation of America, Nielsen and other indices. Some ol the smoother gents will be subscribers to Celebrity Service, a remarkable method for knowing the hotel and room number of ever) star in town. You will be awed by men who rattle off popu- larit) ratings like Brooklyn barbers rattle off Dodger batting averages. I here will be auditors present, and statisticians, and economists, and men who can get Abe Lastfogel on the telephone, even in Palm Springs. Gol the picture? You arc witnessing, in your mind's eye, the solemn ritual of program selection by executive conference. This is big town, big time crystal gazing. Notice the omission. Almost never, but almost never, is an author, a mere scripl writer, invited to be present. In all the strange folkways of the conference, this is the great rule. Statistics, yes. Market data. Out of your ears. Vngles? B) the bushel. But no observations from the guy who has to converl "format" into livable. i>la\able. manageable script. Grue- somi indeed are the complaints ol writers at the assignments handed them mil ol executive conferences at which executives have decided that writing was too important to be entrusted to mere writers until all the fundamental literar) commitments were first made. {Please turn to /'t/gc 77 I SPONSOR SENATOR ESTES KEFAUVER'S REPORT FROM WASHINGTON' IS ON WLAC EVERY WEEK. 3VERNOR GORDON BROWNING USES WLAC FREQUENTLY IN ORTING FROM STATE CAPITOL. lASHVILLE'S MAYOR BEN WEST IS GIVEN READY ACCESS TO WLAC MICROPHONES. VnCUWi- ZllgAAfWwLf- : I ON OUR 2515 ANNIVERSARY Thanks, everybody! Those two words express just the way we feel toward the people who have made possible WLAC's 25 happy, prosperous years of broadcasting. Of course we mean the advertisers — there were none in 1926, nearly 200 in 1951. But, we also are thinking of the millions of plain, ordinary citizens who listen to our station — especially the 932,500 who wrote us last year. Thanks to the Columbia Broadcasting System for giving us "radio's best" in programming, programs that brought us to the top in Hooperatings. And, in equal measure, our appreciation goes to the government officials who used our station for keeping the public informed on matters pertaining to the general welfare . . . the schools, the churches, the charitable organizations and the U. S. Service or- ganizations. Each has helped to spread the story of WLAC's operation "in the public interest". And so, on this our 25th anniversary, we want to make known our feeling of gratitude by .voicing that familiar, old-fashioned Amer- ican expression, "Thanks, everybody!" WLAC J. T. WARD, Owner F. C. SOWELL, Manager 50,000 WATTS • ("BS • NASHVILLE, TENN. Represented Nationally by the Paul H. Raymer Co. KMBER OF COMMERCE PRESIDENT H. HACKWORTH CRUSADES FOR IVIC IMPROVEMENTS ON WLAC WLAC'S "GARDEN GATE", llth 'EAR ON CBS, IS NATIONWIDE "BILLBOARD" FOR NASHVILLE. ANDY WILSON, ONE OF WLAC'S MANY ARTISTS, PULLED 22,832 LETTERS IN 2 WEEKS MARY MANNING'S "INTERESTING PEOPLE" SHOW IS FIRST CALL FOR VISITING CELEBRITIES. (PHIL HARRIS) I IN THE NATION, THE STARS' ADDRESS IS CBS. IN NASHVILLE, THIS MEANS WLAC. IF Yo ■ ■ ^^H yere a child Your eyes, too, would reflect the uncomplicated charm of "Betsy and the Magic Key." You'd live every magic moment of all 260 of these quarter-hour film fables... know as well as your own name bright-eyed, light-hearted puppet characters like Betsy, Texas Ranger, Mr. and Mrs. Bear, Tommy the Bumblebee, "Dumb" Bunny, Sir Anthony the Elephant... As an advertiser, you already know that this kind of spell — with its wide-eyed fascination and day-in- and-out devotion — will help you sell more of your product. "Betsy and the Magic Key"* will open new doors for you. For first- run rights in your television markets, subject of course to prior sale, just get in touch with... 'Written and produced by Elizabeth Raines, with the famous Sue Hastings Marionettes. CBS TELEVISION SPOT SALES w„ offices in New York, Chicago, Los Angeles, Memphis, Detroit and San Francisco St. Louis' Pied Piper! . . that's super salesman Tom Dailey of "RECALLIT AND WIN" Like the pied piper of legend, Tom Dailey's music gathers listeners- plenty of them every day at 11 a. m— from St. Louis, out-state Missouri and Illinois. Those housewives love to hear Tom play the songs of yester-year. . . the music that brings back a host of pleasant and treasured memories. Call them sentimental! But rain or shine, six days a week, the studio's packed. And the air audience is packed, too. It's such a following that adds to Tom's sales . . . with more sales! G/ob«-Democrof Tower Bldg. Saint Louis *1k* K AT/ AGENCY Madison BANKS ON THE AIR This has been my first opportunity to write you and congratulate you on what I believe is one of the most com plete and accurate analyses of bank air advertising I have ever had the plea- sure of reading . . . and I have read a lot of them. 1 1 was rather amusing to me to see how you hit the nail square on the head, and it is really too bad that the top officials, such as presidents and key administrators of banks do not have an opportunity of reading it. Banks usually have been very progressive in recent years in modernizing their serv- ice to the public, but advertising is just something that is passed by lightly and usually put in the hands of people that know little if anything about that im- portant phase of business. Thanks also for your kind remark* about my agency and I am in hope that we ran continued to live up to those standards. C. H. Pearson, Pres. Pearson Adv. Agency, N. Y. • SPONSOR'S article. "Banks can do bctte- on radio TV," which appeared in the 10 September 195] issue, will be reprinted in the December i-slic of the Financial Public Relations Association Bulletin. CAROLINA JINGLE CREATOR I was quite intrigued with the won- derful article in your 22 October is- sue of sponsor highlighting the amaz- ing success of the Carolina Rice jingle . . . especially, since I wrote, produced and directed the little gem! rhere arc main more additional facts in m\ file that would have en- hanced the stor) ; as. for instance, the ridiculously low budget that I estab- lished to produce the spot in order to "sell" both the agency and the client. You see, four years ago, Donahue & ( oe were very antagonistic toward ra- dio and particular^ radio people. I had to do a selling job right from scratch and practically shoved the jin- \ your article. The story was hazy on the account < \ecutive whose hobby was jingle writ- ing. Actually, I've written many jin- gles both national and local — at natu- ral follow-up to my bandleader days. But vou'd have enjoyed hearing how I had to sing, all at once, the lead part I wrote for Janette Davis plus the five background parts of the quintette plus the musical accompaniment — to the cli- ent in Bill Schneider's office before I could get an okay to cut the platter. . . . Again, let me congratulate you and your staff for pointing out to the trade the continuing effectiveness of radio (and TV); and for crystallizing the arguments that I found so hard to put across just a few short years ago. E. Jonny Graff, V.P. Snader T descriptions Sales. V. ) . AD MEN WANT TV TERMS We understand that the complete "TV Dictionary/Handbook for Spon- sors" is available to your subscribers by request. We would appreciate receiving a copy of this just as soon as possible. Thanks very much. Eugene J. Reilly, Ass't Adv. Mgr. Chesebrough Mfg. Co., N. Y. I have been reading with interest the early installments of your "TV Dic- tionary/Handbook for Sponsors." I would appreciate your sending me the copy I understand is available to sub- scribers. This subscription is in the name of our Advertising Manager, Mr. Vernon D. Beatty. John A. Burns, Radio-TV Mgr. Swift & Company. Chicago I would appreciate your sending me a copy of the "TV Dictionary/Hand- book for Sponsors. I find myself often turning to the set I've clipped out of my issues. 'Tis most helpful. Kathryn MarElia Radio & TV Coordinator The Borden Company. Af. Y. • Seventy-two page TV Dictionary free to SPONSOR subscribers on request. Extra copies 82.00. PI LIST INACCURATE An organization called The Mail Or- der Media Research sells a list to ad- vertising agencies and/or prospective sponsors purporting to give informa- tion on which stations "conduct a per- centage-of-sales plan with advertisers (Please turn to page 83) 10 SPONSOR Paper Money • • • . . . income from manufactured paper products exceeds 308 million dollars annually in the two Carolinas. Whether you write, wrap, box or smoke, chances are you contribute to the income of WBT's 3,000,000 listeners — the largest group of your prospects you can reach through any single advertising medium in the two Carolinas. CHApTTE COLOSSUS OF THE CAROLINAS w JEFFERSON STANDARD BROADCASTING COMPANY Represented Nationally by CBS Radio Spot Sales the strong* ■m It takes roots of a different kind, for the youngest tree in the grove to become the largest of all. Mutual, largest of all radio networks for the past 12 years, owes its stature to a unique root-structure: 552 affiliated stations in 48 states— nearly twice the size of the next-largest network. During the heavy weather of the past three years, the penetrating grip of these roots has provided Mutual clients with plus-benefits available in no other medium. )t-structure in all advertising ***mgg- To present and prospective clients, Mutual promises an ever-greater yield from this thriving root-system. (Already, Nielsen reports more family-listening to sponsored shows on MBS, 1st 8 months of '51 vs. '50.) To the individual stations that make this promise possible. Mutual pledges ever-stronger network service. (We are now adding 10 M-G-M all-star shows, full network, 6 evening hours every week, starting December, '51.) And to other networks lately engrossed in plans for adoption of the Mutual pattern, we offer all good wishes. (All rights reserved, however, on unmatchable combination of MBS plusses: flexibility, economy, TV-resistance, etc.) THE 552 AFFILIATED STATIONS OF the mutual network YOU MIGHT FLY NON-STOP AROUND THE WORLD- BUT... YOU NEED THE FETZER STATIONS TO REALLY BOMBARD WESTERN MICHIGAN! WKZO-WJEF and WKZO-TV arc the best radio and television buys in Western Michigan, and here's the proof! Wk/O, Kalamazoo, and WJEF, Grand Rapids, have been consistent leaders in their home cities for years. They deliver about 57% more listeners, at 20% less cost, than the next-best two-station choice in Kalamazoo and Grand Rapids. BMB Report No. 2 credits WKZO-WJEF with big increases since 1946 in unduplicated rural audiences, too — up 52.9% at night, 46.7% in the daytime! In the Grand Rapids area, alone, WKZO-WJEF have an unduplicated coverage, night and day, of more than 60,000 families. The ( ' nit cd States Air Force did, in February, 1949. WKZO-TV is the official Basic CBS Telev Outlet for Kalamazoo and Grand Rapids. A 24-county Videodex Diary study made by Jay Graham Research Corporation proves that WI* TV delivers 54.7% more Western Michigan Northern Indiana television homes than telev Station "B." The WKZO-TV market is BIG- cities, with an effective buying income of more two billion dollars! (jet the whole Fetzer story today. Write direi ask your Avery-Knodel representative. WKZO-TV WKZO ftpA m GRAND RAPIDS t?PA IN WESTERN MICHIGAN ^ IN KALAMAZOO AND KENT COUNTY AND NORTHERN INDIANA ¥ and GREATER WESTERN MICHIGAN (CBS) (CBS) FETZER BROADCASTING COMPANY WIIMKNODKI., INC.. KXCLUS1VE NATIONAL REPRESENTATIVES New and renew 3 DECEMBER 1951 Neiv on Television Networks SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration Aluminum Co of America Avro Ml- Co (Bendix Home Appliances div) General Mills Inc General Motors Corp (Frigidairc div) Kaiser-Frazer Dealers Kaiser-Frazer Dealers Kaufman Bros & Bondy Inc M & M Ltd Procter & Gainhlc Co Roscficld Packing Co C A. Swanson ci Sons Fuller & Smith & Ross Tatham-Laird Dancer-Filzgcrald- Sample Foote, Cone & Belding William H. Weilltraub William H. Weintraub William Esty Benton & Bowles Guild. Bascom & Bonfigli Tatham-Laird CBS-TV 29 ABC-TV 39 ABC-TV 31 ABC-TV ABC-TV 38 ABC-TV 44 CBS-TV 28 CBS-TV 61 NBC-TV ABC-TV 32 ABC-TV 39 See It Now; Sun 3:30-1 pm; 2 Dec-; 52 wks The Name's The Same; alt W 7:30-8 pm; 5 Dec; 26 wks Eetty Crocker Star Time; Sat 12 noon-1 pm; 3 Nov; 32 wks Pulitzer Prize Playhouse; alt W 10-11 pm: 26 wks By-Line; Sun 7:30-8 pm ; 4 Nov; S wks Adventures of Ellery Queen; Sun 7:30-8 pm; 9 Dec; 52 wks Unnamed; Sun 5-6 pm ; 9 Dec only Unnamed; Sun 12:30-1 pm; 6 Jan; 52 wks Those Two; M, W, F 7:30-45 pm; 26 Nov; 52 wks You Asked For It; M 9-9:30 pm; 10 Dec; 52 wks The Name's The Same; alt W 7:30-8 pm; 12 Dec: 26 wks 2. Renewed on Television Networks SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration General Mills Inc Goodyear Tire and Ruhher Co Ranker Joe Inc Knox Reeves Young & Ruhica Lamb & Keen CBS-TV 35 ABC-TV 38 ABC-TV 18 Live Like A Millionaire; alt F 10-10:30 pm ; 21 Dec; 52 wks Paul Wliiteman Goodyear Revue; Sun 7-7:30 pin; 52 wks Ranger Joe; Sun 12 noon-12:15 pm ; 2 Dec; 52 wks 3. Station Representation Changes STATION AFFILIATION NEW NATIONAL REPRESENTATIVE CFDA, Victoriavillc, Quebec CHEF, Granby, Quebec CJSO. Sorel, Quebec KJBS, San Francisco KLOU, Lake Charles, La. K Mil Monroe, La. WDAR, Savannah, Ga. WI'OX, Milwaukee WHOO, Orlando, Fla. WKYB, Padueah, Ky. WNOE, New Orleans WTSP, St. Petersburg WUST, Wash., D.C.-Bethesda, Independent Independent Independent Independent CBS NBC ABC Independent ABC NBC MBS MBS Independent Radio & Television Sales, Montreal Radio & Television Sales, Montreal Radio & Television Sales, Montreal H-R Representatives, N.Y. (eff 1 Jan) John E. Pearson, N.Y. H-R Representatives, N.Y*. John E. Pearson, N.Y. John E. Pearson, N.Y. John E. Pearson, N.Y. John E. Pearson, N.Y. H-R Reprcscntalives, N.Y. H-R Representa'.ives, N.Y'. Hil F. Best, N.Y. 4. New and Renewed Spot Television SPONSOR AGENCY NET OR STATION PROGRAM, time, start, duration Canada Dry Ginger Ale Inc D. L. Clark Co Continental Oil Co Frito General Foods Corp Great Atlantic & Pacific Tea Co J. M. Mathes BBDO Geyer, Newell & Ganger IC.nl.. ...ill & Ryan "l.i.rn: & Rubicam Paris & Peart WCAU-TV, Phila. 1-min par:ic; 28 Nov; 9 wks (r) WBZ-TV, Boston 20-sec stn break; 24 Nov, 26 wks (r) WBTV, Charlotte 20-sec anncmt ; 10 Dec; 26 wks ( n ) WTOP-TV, Wash. 20-sec anncmt; 19 Nov; 8 wks (n) WNBT, N.Y. 20-sec stn break; 3(1 Dec; 52 wks * - . i ■ ■ ■ I ■ ' I Distributing Corp Standard Brands Inc Sun Oil Co War.l llakin ( I'.in- & Pearl \\< \1 -TV, Phila. N. W. Aycr WTOP-TV, Wash. Itiow WNBQ, Chi. 4 1 v» «■ ii *V ( happell \\ MtW, Wash. BBDO WCBS-TV, N.Y. Compton WCBS-TV, N.Y. Yonng & Rnbieam KSL-TV, Salt Lake Dowd, Redfield A WBZ-TV, Boston Johnstone < lompton WCBS-TV, N.Y. Hewitt, Ogilvy, Ben- WTOP-TV, Wash. son & Mather J. Walter Thompson W ( BS-TV, N.Y. 20-sec annemt : 10 Dee; 52 wks (r) 1-min partic; 7 Nov; 13 wks (n) 20-sec stn break; 4 Dee; 52 wks . V* orrell Phil Gordon, Chi., vp Gordon Baird, N.Y., radio-tv dir, arct exec N.Y. Si ali- Department of Commerce, Al- bany, asst dir dlv slate publicity John G. Paton, N.Y,, sis prom mgr Whitehall Broadcasting Ltd., Montreal, pre-. Geyer, Newell & Ganger. N. Y. United Nations. N.Y.. chief U.S. radio-tv Ken yon & Eckhardt. N.Y., member agency plan board Monroe F. Dreher, N.Y., secj Caples, Chi., vp Kenyon »X Eckhardt, N.Y., nail accl exec Young *x Rubicam, Chi., accl Buperv WTMA, Charleston, news dir Cosmopolitan. N.Y. Ilotpoint lne, Chi. it H 1 1 Hughes Radio and Television Features Co, St. L., owner Ellington & Co, N.Y., dir radio-tv Kenyon A Eckhardt, N.Y., asst pub dir Kuthrauff *V Ryan, Chi., accl superv J. Walter Thompson, N.Y.. vp C. Wcndcl Munich. Chi., copy chief Cunningham «\ Walsh, N.Y., aeet exec Peck, N.Y., vp Erwin, Wasey, I. .A., I prom MBS, N.Y., pub rel dir ■toss Roy, Detroit, act t Phil Gordon, Chi., gen Compton, N.Y., \ p Cunningham a Walsh, depl Hewitt, Ogilvy, Bensoi acct exec Ruthrauff & IN an. N.Y., vp Mo re in li-. \ Co. W, <-np\ u riter lead merchandising, exec itiirr. acct exec VI . head research , & Mather. N.Y., Same, exec vp Wendell P. Colton, N.Y., exec Woodard & Voss, Albany, pub rel vp Foote, Cone & Fielding, N.Y., mereh dir McKim, Montreal, dir, vp Marschalk & Pratt, N.Y., media dir Kenyon & Eckhardt, N.Y'., asst pub dir Same. also prom, pub vp Same, vp Same, sr vp creative sves Same, vp Same, vp Robert E. I' radii mi. Charleston, pub rel dir Leo Burnett, Chi., acct exec It mi In .mil ct Ryan, N.Y., head home appliance merchandising Lynn Baker, N.Y.. radio-tv dir Same, vp Same, pub dir Same, \ p Foote, Cone & Relding. N.Y., exec Gordon Best, Chi., copy chief Same, vp It ii/. II A Jacobs, N.Y., vp, plans be Same, vp Bozell & Jacobs. N.Y., acct exec Willard G. Gregory, L.A., acct exec Same, pres Same, exec \ p Same, vp Mo rev. Hum in & Johnstone. N.Y., acct exec Same, also board dir Same, copy tlir mcmlier f». .sin lion I'oicer increases STATION FORMER WATTAGE NEW WATTAGE FREQUENCY w ll\M. Montgomery, \l a, 7 10 k<- (daytl only) 7. !%ew Network limitations STATION w li v I . Marlon, Ind. « I M. Payettevllli N ( » im . w I,,. I,, tar, ^ <>. FORMER AFFILIATION NEW AFFILIATION Independent Independent \IS<" CHS CBS Nl!< IOWA is VAST MARKET FOR DISH WASHERS AND CLOTHES DRIERS! &otf THE 1951 Iowa Radio Audience Survey*, just off the presses, reports the enormously significant fact that 98.4% of all Iowa homes are now electrified — that 99.5% of all Iowa's radio homes now have electric power ! Yet only 1.7% °f Iowa's radio homes have electric dish washers . . . and only 2.1°Jc have electric clothes driers! Sales of dish washers and clothes driers are booming in the State, however. 41.7% more Iowa homes have dish washers now than in 1950 — 42.1% more now have clothes driers. And the surface has hardly been scratched'. This interesting opportunity is only one of many that any advertising man can find in the 1951 Iowa Radio Audience Survey. This au- thentic, dependable annual study has long been considered one of America's finest radio-research projects — a "must" for literally hundreds of leading advertising, sales and marketing men who are interested in radio in general, and the Iowa market in particular. A copy is yours on request. Write direct or ask Free & Peters, today. The 1951 Survey proves again that WHO continues to be your best radio approach to the Iowa market. With its 50,000-watt, Clear Channel voice, its top-grade pro- gramming and its enlightened Public Ser- vice attitude, WHO is Iowa's greatest radio outlet — listened to by more Iowans night and day than any other station in the State. WIKI© +/©r Iowa PLUS 4- Des Moines . . . 50,000 Watts Col. B. J. Palmer, President P. A. Loyet, Resident Manager FREE & PETERS, INC. National Representatives *The 19->1 Iowa Radio Audience Sur- vey is the fourteenth annual study of radio listening habits in Iowa. It was conducted by Dr. F. L. Whan of Wichita University and his staff. It is based on personal interviews during March and April, 1951, with 9, 180 Iowa families — all scientifically selected from Iowa's cities, towns, villages and farms, to present a true and accurate picture of the radio audience in Iowa. 3 DECEMBER 1951 17 V Mm ■~£f*st'r^- z$^is * \/~^al k ^ s&t^ -^STy^f^ 'ZfC -n5 7/55 -^£3^^-= Radio has a long, long reach. Long enough to give you com- plete coverage ... to pull in mass returns not only from metro- politan areas but from hundreds of "outside" communities and rural areas as well. Typical example #1: Blue Cross- Blue Shield wanted new subscribers in the Northwest. Using 15-second Class A station breaks only on WCCO, they pulled 12,000 mail and phone requests for applications in three weeks. From 500 different communities in Minnesota — and 180 communities in seven neighboring states. Typical example #2: French Market Coffee decided to test the pulling power of its WBT show. So they offered a "Bible reminder coin" to the first 5,000 listeners who wrote in. After three broadcasts the offer was hastily withdrawn, because 6,137 requests flooded in from 244 communities in North Carolina and 142 in South Carolina. Whenever and wherever you want to reach customers throughout a wide area, Radio can get you there. Economi- cally! And in each of thirteen of your most important markets, the top-rated, most sales-effective Radio station is the station represented by CBS Radio Spot Sales/ 'Representing: WCBS, New York WCCO, Minneapolis KMOX, St. Louis WTOP, Washington KNX, los Angeles WCAU, Philadelphia WBBM, Chicago WAPI, Birmingham WBT, Charlotte WRVA, Richmond WEEI, Boston KCBS, San Francisco KSL, Salt Lake City and the Columbia Pacific Network . . and for the best in radio, call CBS RADIO SPOT SALES Definitely . . . lies Yuur Man! BOB NANCE, ASTANDOUT FARM SERVICE DIRECTOR, tackles the world's largest business in the back forties — at the county fairs — farm meetings — schools — churches. Where farmers gather in Indiana's 18 most prosperous counties you'll find BOB NANCE drumming the wares of his sponsors. WIOU's record sales achieve- ments merits your considera- tion. MATE UJIOU 1000 WATTS • 1350 KC KOKOMO, INDIANA ' Rcprrtrnlcd Nationally by ... WEED &■ COMPANY Iripiiir Jack 8. Hewitt Executive Vice President Anahist Co., Yonkers, N. Y. \\ hen unusually blustery weather hits big cities. Anahist, and its companion product. Hist-O-Plus, increase their radio and TV drives with w bat's called an "epidemic" budget (i.e.: increased broadcast expenditures to sell sniffle-sufferers on benefits of antihistamines). Behind this Jupiter Pluvius campaigning is hard-driving Jack Hewitt whose work briefcase resembles a sea-going trunk. But the only thing nautical about 53-year-old Hewitt is his sloop sailing on Long Island Sound. The rest of the time, his feet are on the ground — and solidly. His apprenticeship began in 1919 with the B. J. Johnson Soap Company (old Palmolive Company). Then Jack went through suc- cessive up-the-ladder stages "as a very fine salesman and very fine district manager" for the Palmolive Company. This from an ex- employer. Then, brief tenures at Pabst and Borden's cheese division, as sales manager, led to an Andrew Jergens vice presidency in Cin- cinnati, a position he held until 1949. It was during this 16 years at Jergens, with Walter Winchell and Louella Parsons as the firm's air stars, that Hewitt got a complete grasp of the selling power of network radio. But spot radio and TV are the answer for Anahist and 50% of the ad budget goes into these media. Anahist (BBDO) and Hist-O-Plus. the firm's aiitibist;iniine-APC product (Ted Bates) rely on one-min- ute announcements and station breaks to build up consumer accept- ance. Onanist, close-mouthed, puts a tiny portion of its sales success under public scrutiny and admits it was garnering 20% of all anti- histamine sales after a six-week radio campaign. (Last year's indus- 1 1 \ -w ide sales figure was $27,436,000.) Supplementing the radio campaign in 55 major markets was Ana- hist's atomizer campaign on DuMont's Cavalcade of Stars. A one- minute film commercial on this show pushed atomizer sales up 50% in TV ( ities as compared to sales in non-T\ < ities. \nahist's current campaign theme: antihistamines are not a cure- ill for colds; il symptoms |»T>ist. consult your physician. For sociable Jack Hewitt who, incidentally, belongs to Gyro, an international friendship club, this campaign is bound to win friends. 20 SPONSOR MR. SPONSOR: *&W spor tscaster in W red-hot hockey town for this red n bv_p\ay an- 20 years and Play-^J nouncer for the Red \935, >s once as SmCu- ho key fans with h» thrilling hocKey ^^^ colorful reporting- , iqSl-52 season, A«aln '? '^ hockey net'. For *JBKhr onsecutive year. ,he th,ra «n8!ic„lectea«- WJB*C has been =el ^ c,i»« Detro. out'e t Redw,n8hocky^large8t key stat.on to ,ion. Wockey ne«ork ""< ^^ Sure, it's logical that WJBK was chosen to or>g>- hockey games nate the last-moving R« ^ sponsor; -> J Wine hocKey »-— ---- CnO&cn -- . npJ Wing »vv""'' " - ^Unthe^. nate theiast^ov^ smart sponSors Red Wing horne *£ ^ fi ^ W JB ^ saleS r. ** m^ aTay S-es "* important away g ^ the Stanley UiP P ^ WJBK tenth make up the stations which Tg rf ^"iTthatWjBKis anY ri Detroit's greatest considered Uet sports medium! And it's just as natura^ ^^ their everyWhere choose W J* ous saUs re- products in Detroit. ™« audience can p r w/TUK's vast lis tenuis , sponseo(WJBKjv pay top sales make your advertising dividends. W For the best radio buy in the wealthy Detroit market, check with your KATZ 111 I 1% l# -am f% P1 T A A I man. WJBK -AM -FM -TV DETROIT The Station with a Million Friends NATIONAL SALES HEADQUARTERS: 481 MADISON AVENUE, NEW YORK 22, ELDORADO 5-2455 Represented Nationally by THE KATZ AGENCY, INC. 3 DECEMBER 1951 21 DON'T lu)Ml/Y<)tfJli 1M,m ON MOBILE Met. Pop. 230,400 Ret. Sales $174,670,000 AND IAIKRG Pop. Primary Cover- age 1,326,550 Ret. Sales $578,089,000 CALL Adam Young, Jr. National Representative F. E. Busby General Manaqcr 710 MOBILE, VLABAMA 22 New developments on SPONSOR stories SCO: "Canadian Radio Section" ISSIIC: 27 August 1951, p. 60 SllHjeCt: Four Massey Commission members uphold CBC for fighting commer- cialization and "Americanization" of Canadian programs The recent Massey Commission report to the Canadian government on radio ignored two major complaints presented by 113 privately- owned Canadian stations. The first, that CBC "is at once competi- tor, regulator, prosecutor, jury, and judge." And second, they re- jected the stations' proposal that a separate, permanent body, like ili. FCC. lie set up to regulate both the CBC and private stations. Instead, four of the five commissioners stoutly upheld the CBC for "combatting commercialization and excessive Americanization" of Canadian programs. To pursue this decommercialization policy, the Masse) commission, in a majority report, says the CBC needs about $14,200,000 to operate and improve services. The commission also recommended that the annual license fee be retained and the so-called less desirable commercial programs be re- placed by CBC-sponsored shows. Differences between revenues from licenses and commercial programs and CBC needs, the commission suggested, could be met by Parliament. In 1950-51, the CBC had a $1,271,874 deficit after an expenditure of about $9,573,253. See: "The tape recorder: it is revolution- izing radio programing" Issue: 8 October 1951, p. 32 Subject: Tape cuts radio programing costs by two thirds Tape recorded, on-the-scene documentaries, news shows, and com- I'liir series of taped dramatic shows have brought AM production costs down one-third to two-thirds below live show tabs. Now, a film- less camera developed by two electronic engineers with Bing Crosby Enterprises, promises to slash TV program costs as drastically. The engineers. John T. Mullin and Wayne R. Johnston, employ a tape recording device which doesn't take a picture. Instead, a TV camera is the "eye," with their electronic machine recording on magnetized tape what the camera sees. The cost saver, according to the two men, is the tape which is one-tenth the price of movie film. Further indications of cost cutting comes from CBS-TV. See It Now, the video counterpart of radio's Hear It Noiv, carries its sound on tape instead of film with fidelity up to "live" standards. One of the savings: half-hour sound recording on tape might cost approxi- mately $10; sound track on film requires development of the nega- tive then a composite print making the cost about four times higher. See: "Looking vs. listening" ISSUC: 4 December 1930, p. 29 ^Ullject: Advertest checks on what happens after TV >et has been in the home 18 months or over KLAC, Los Angeles, is now in the second week of a two-week radio surve) contest to determine night radio listening habits during prime I \ \ iewing time. The surve) method: a "Name the Sundae" contest with a tie-up with Thrifty Drug Stores. The air campaign is con- ducted during the 9:00 to I I :()() p.m. lime slot with contest an- iioiiik ements restricted to the same time allowed KLAC commercials. LafT) Buskett, \\l sales mana .., i. ,;1XS KLAC gets the benefit of a radio mail check; Thrift) Drug some free advertising. SPONSOR when it comes to placing your television programs, remember you can da better with Spot ... mm It better. sfc Free choice of markets. 5{j No "must" stations or minimum group requirements. jfc Wholehearted station cooperation. :§c Better picture quality than kinescopes. sj« Savings in time costs — enough to cover film prints, their distribution and other costs. full details from any Katz representative. THE KATZ AGENCY, INC. Station Representatives NEW YORK • CHICAGO • DETROIT • LOS ANGELES • SAN FRANCISCO • ATLANTA • DALLAS • KANSAS CITY Edward G. Gardner General Manager WBTM, Danville, Va. "Year after year ... a steady source of income." BBSS 15%-20% of income fr Gordon Allen President KGAL, Lebanon, Ore. "66 AP news programs sponsored!" Hundreds of the country's finest stations announce with pride 'THIS S TA TION IS A ME ;ervice pays its way for us," says WBTM General Manager dner. "We carry 56 Associated Press news shows each week, ry one sponsored. Biggest sponsor is the First National k with a daily 15 minute AP program. They've had this show 10 solid years. In surveys it pulls an astounding 72% share iudience. Nearest competition has 22%. No wonder AP news s itself! Year after year it provides us with a steady source ncome. In the past 10 years we calculate AP has been re- nsible for 15% of our local income." ays Ben Booth, Jr., Vice President of the First National k of Danville: "Our AP newscasts over WBTM do a fine job. ran a special promotion on savings accounts. We were mped with responses. The results far exceeded even our ;t optimistic expectations." Figures talk! Figures prove AP news pays off . . . in profits ... to station and sponsor! Authoritative, alert, concise news coverage at- tracts listeners ... and holds them. Sales messages beamed to AP news audiences produce results ... and profits. For additional case histories or information on how you can profit with AP news . . . write RADIO DIVISION THE ASSOCIATED PRESS 50 Rockefeller Plaza, New York 20, N.Y. eports President Allen of KGAL: "All our 66 AP news pro- tis are sponsored. KGAL derives 20% of its income from scasts sold to year-round sponsors. We go heavy on our i staff's good local coverage along with AP. This is an eatable combination. Of our audience, 75% prefers news r all other programs. When I saw the percentage of gross led from news, I took one salesman off . . . made him News Public Relations Director. We have no trouble at all selling news." elmar Clem, owner of Delmar Clem Men's Clothes, KGAL's est sponsor of AP news, says: "I've sold suits to people i all over the Willamette-land area who listen to my 7:15 . newscast. KGAL's AP news is tops!" THE ASSOCIATED PRESS." gfci mm H n H m m mi U ii Associated Press . . . constant- ly on the job with • a news report of 1,000,000 words every 24 hours! • leased news wires of 350,000 miles in the U.S. alone! • exclusive state-by-state news circuits! • 100 news bureaus in the U.S.! • offices throughout the world! • staff of 7,200 augmented by member stations and news- papers . . . more than 100,000 men and women contributing daily! i.. ■■ . '■ . - ■ ,■;■:■■-:■;.■■- -. AA°/o AaV 2© i- is V ing- le *oT°e f*V^ &av°T1^« \5a^is jra1 s*V ^° e o* 6"L ,i^s5 ■ 1. EditoJ 1 3. Legal ] 2. Time Buyer 8. Account Executiv ■ To show complexities of account man's job, SPONSOR photographed BBDO's America") with people he deals with in one day: I. J. Driscoll, 2. J. I Harold Blackburn (DuPont a.e., No. 8 above, who supervises "Cavalcade of Besteclci, 3. K. Winn, 4. J. Ishell, 5. T. Anderson, 6. A. Bellaire, 7. J. Zoller hours in the life of an account executive Based on actual experiences of several account men. here's the diary of a ''composite'* a. e. for an all-important day over-all One of the most myth-clus- tered personalities of the advertising profession is that little un- derstood fellow — the account executive. His finger-tip knowledge must be as diversified as the antipodes, ranging from roto to radio, from the tabloids to 24 sheets. He must understand at a rapid speed the full functioning of his client's complex business, whether it 3 DECEMBER 1951 be rubber bands or rocket engines. He must be a diversified student of human relations, with nimble post-graduate work in the three-phases of selling — house-to-house, wholesaler to retailer, manufacturer to jobber. And when, on a quiet Monday morn- ing, a tradepaper item like this — "For tiie first time the gross billings of the four major television networks moved ahead of the gross income of the four major radio chains" — explodes on the planning board table at 10:00 a.m.. Mr. A. E. must have the answer. He may walk quietlj into the con- ference room, with a glass smile, and a queasy stomach, and say, "Gentle- men, we are not wrong in going ahead with our proposed radio network night- time broadcasting. And here's why." 27 12 hours in life of SPOXSOR's composite tiecount executive is tnarkeil by: 7:45 Item in tradepaper tells of television's impact, gives him :oncern that client will misinterpret it, grow sour on agency's proposal for network radio show which is due to be unveiled this same day 12:20 Lunch with copywriter, several other agency men. Writer, who is to attend big meeting with client, gulps two martinis, causing SPONSOR'S a.e. concern that he'll be foggy during the meeting He must talk with conviction, with [acts and figures on a dollar-for-dollar basis, and he must do it without antag- onism or exeessive pressure. And, on top of everything, he must be especial- ly careful not to undermine his own delicate position with the advertising agency. Precarious indeed is the life of him who remains the one absolute in the midst of the shifting uncertainties of market-making. He is the account ex- ecutive, contact man. service man, ad- vertising man. ad\ ei ti-im: manager, or ad representative. Call him what you will; leu he is as diversified in title as in personality. ^ et always, his func- tion is the same to sell what his cli- • nt makes, and to sell more of the Is than has ever been sold before. SPONSOR has kaleidoscoj.cd the day of many account executives, in order i" portra) what mi; lit be considered ■ i i\ pi< al daj in the life of one. \nd in so doing, hopes to bring about a closei relationship between the client and his representative in the advertising agen- c) . I..! although the storj is fictional, it is based upon careful research, and the facts pertaining to the account ex- ecutive's job are essentiall) true. Uthough he's listed in the books as a ten-to-four guj . with a \\ estchestei mansion, an \li Baba ex] ense account, and all the warm afteri ns «>lf for ^olf. the books write onlj of the few — eneral I lere is how ii realb is: 7:00 a.m. Monday again. No notes on the bed table pad from last night. . . . And still a headache. Eyes, I guess. Poor light and working late. But there's something lacking in the insurance commercial. I don't know. . . . The conference is at ten. 7 :10. I sing the electric razor. Eas- ier. Reading over the copy again. Basically — lacks fire. He can write but he falls in the slick rut too often. In- surance copy can"; run slick. Conserv- ative with conviction. I wonder if I should have had him along when I toured the insurance agencies? 7:20. Kissed wife. Good! ... But not enough. Just realized that I haven't said a word to her. hardly, since Sun- day morning. Bad! I asked about the news of the week, and she said there's 1'inl'je ihis afternoon. 1 asked where I had put the minutes from the budget committee I was reading yesterday when the Blaines came in. Alongside my overcoat in the hall. . . . Orange juice and coffee — hot and black. 7 :'i0. In car, wife driving. Onion skin paper typed in green, "The Bud- get Committee's Report of Advertising Vppropriations and Calculating Sched- ule- for L952. Insurance companies are conservative when it comes to ad- vertising, but the results expected have t" I"' fabulous. Make a note to call I "in Wilson in the sales department ln-i thing. 7:35. Leave wife at Scarsdale sta- tion. Don't know which train I'll be home on. Try to call before lunch. Get briefcase. Get Herald Tribune. Good- bye . . . wife. . . . How much longer can you put up with me like this? Must reread network and new premium station schedule on train. 7:45. Train. Forgot to look at plants in cellar. Think thev need Vig- oro. Ed sat down beside me. Ed's copy chief at the agency. Inserts fire into copy when needed. He just point- ed out to me the item on TV sales versus radio sales in the paper. Why did he have to do that? Tough to ex- plain at the meeting. Foolish to make comparisons of this nature. Radio and television are two entirely different me- dia for advertising. Insurance needs a completely conservative radio approach for at least another year. Got to get more figures on this from research. 8:50. Cleaned off my desk when I left Friday. Something confusing about a clean desk. It demoralizes me. 8:55. Called Copy. My man isn't in yet. Decided to take a crack at what 1 want myself. Writing copy's chal- lenging. Gives me a feeling of accom- plishment. Wonder whether or not I wouldn't be happier if I'd stayed in Copy? 9:00. Call from clients radio man- ager. \s I suspected, wants to know 28 SPONSOR Four account men mill what they do ■ Robert W. Day Albert, Frank, Gunther, Law !:00 Conference to present client with next year's air plans begins. Account man's objective is io let O.K. for drama on network radio, even though client is worried about TV's effect on AM judience. His argument is that AM can still do effective job. For outcome of meeting see text what the deal is on net TV passing ra- dio. Got around the question quietly for the time being. Told him I'd have fresh facts and figures to substantiate the proposed campaign for the ten o'clock meeting. Informs me that the meeting has been postponed until two. He's a good egg. Used to be one of the lawyers for the insurance company. New V.P. made him radio manager. No reason. Isn't too informed in the field but takes advice. . . . Called re- search for figures and listing on night- time radio broadcasting. Want revised report by meeting time. Think I'll bring research man along to support testimony. 9:15. Sallys in. Heavy week-end she says, but looks fresher than I feel without heavy week-end. Brought cof- fee for me. Like Sally. Had her five years. Commutes from White Plains. The agency's afraid that a lot of the girls would quit if it moved away from the Grand Central area. . . . But not Sally! 9:30. Good news! New account brought into the agency. Must go downstairs at ten and welcome it. They make scientific instruments. Wonder if I'm still adept at writing consumer copy for technical goods? 9:35. The mail's in. Trade publi- cations, market reports — Nielsen, Hoo- per. Letter from a college junior who wants to know how to go about get- 3 DECEMBER 1951 ting a job as account executive. Won- der if I'll ever be able to answer that one? Maybe something like this: Un- derstanding people, analysis, sales po- tential. "Annual Report" from the cli- ent. The past year's sales figures, bro- ken down for each account. Look promising. Other routine matters, nothing rush, and that's good Monday morning news. . . . Went over my ex- pense account for the year, and noticed a sharp increase in night club spending since taking over this insurance ac- count. Why? — a release from conserv- atism? 9:45. R. H., T. W.. and A. D. came in to get my point of view on putting selling words on paper. My problem now, too. Looked over their campaign — heavy oil. Art work is weak, I felt, and follows too closely competitor's ideas. Again, a case where the fire is missing. So often the trouble is that the copywriter can't visualize his orig- inal idea in print. They agreed with me. Then we got off on a discussion of sounds and symbols in our lan- guage. Decided that the advertising man's main function is to convey his message in a medium that is best un- derstood by the public in terms of what he has to sell. In other words (bad expression), he must be able to spot the right medium to do the right job. . . . And I still feel insurance needs radio. I Please turn to page 77) Kiplinger magazine, "Changing Times," account executive; he fo- cuses on spot radio advertising, buying IocjI programs which have loyal audiences. Typical activities for Mr. Day: Determines best method for resolving client's prob- lem of building circulation for his magazine; sets up distribution of sample copies. Represents need to timebuyer and station to get best one-minute avail- abilities once a month in 75 local markets. Drafts suggested commercials with salient points for pro- gram's m.c. to emphasize in ad lib pitch. Telephones client in Washington capsuling each day's progress. Compiles daily sales increase in individual markets. Kenneth McAllister Benton & Bowles Crosley radio and TV program ac- count executive; helped plan ads for $2 million "Crosley American Way of Life Contests," which were pushed via 105-market spot radio saturation campaign. Typical ac- tivities for Mr. McAllister: Confers with agency staff and client to determine nature and philosophy of contest. Goes after choice radio avail- abilities by briefing timebuyer on client's needs. Helps select motion picture stars to talk up contest in firm's recorded announcements. Makes weekly con- tact with client, reporting time and locations of an- nouncements so that local dealers can be alerted. Keeps abreast of daily sales statistics. Charles E. T. Seharpes BBDO DuPont account executive on Ze- rone, Zerex talking duck TV spot commercial campaign. Typical ac- tivities for Mr. Seharpes: Details eight-week spot campaign with DuPont and agency staff. Hires animator for duck's voice on disk. Studies weather conditions to tie-in anti-freeze just ahead of local cold waves. Helps timebuyers jockey with stations for best availabilities. Prepares radio and newspaper commercials to use in case of last minute TV cancellations. Guards against eight-second advertisement overlapping station's call letters. Su- pervises filming of campaign. Anticipates next year's advertising with costs, rates, and sales records. William C. Martin Geyer, Newell & Ganger Embassy Cigarettes account exec- utive in charge of the half-hour CBS-TV show, "The Web," which is in 35 markets. Typical activities for Mr. Martin: Determines cam- paign iheme. Gets hard pressed class A time by close cooperation with timebuyer. Supervises and coordinates all phases of eye and ear appeal commercials by Jonathan Blake. Directs story conferences. Through the assis- tance of the research department, accumulates daily sales reports. Carefully studies each of the 35 mar- kets to eliminate sales weaknesses. Attends afternoon dress rehearsals, and evening performance to make sure show and commercials maintain a high standard. ■s ^ F t I: •■£! .//!< ? \ How Oyster Shell covers .111 markets with $111,110! Spot radio, used year-*ronnd to reach farmers, sells ehieken-feed supplement in 20 states, makes a little go a long way ®\\ hen city-bred advertising in^K to heaven, and then feel like go- dio. in 20 big agricultural states. And. ■ icecutives hear about how ing out to the nearest recruiting office the feed firm manages to make that wide a coverage is achieved of the Foreign Legion. $40,000 figure s-t-r-e-t-c-h over a pe- li\ ()\-ici Shell Products Corporation It just doesn't seem possible. For a riod of 52 weeks, not just a month or in using \cai -'round spot radio in farm grand total of some $40.000 — nearly two. markets and how little the) spend, the half of the firm's total ad budget — Results'.'' Just look at the record: reaction is nearlj al\\a\s the same. Oyster Shell Products manages to cov- 1. A high percentage of the nations Most "I them raise their eyes implor- er a total of 56 farm markets with ra- farmers and poultry-raisers feed their _^-< DAVE THOMAS. CECIL & PRESBREY V.P. (FAR LEFT), HANDLES THE OYSTER SHELL ACCOUNT, SITS ON KEY PLANS BOARD jr j00» >\»V V. crushed oyster shells, in various sizes, to their flocks to promote better laying, and to help hens lay eggs with stronger shells. 2. Radio is considered by both the firm and its ad agency, Cecil & Pres- brey, as one of the key factors in build- ing a business that now runs, according to trade estimates, to quite a respecta- ble annual wholesale rate. 3. The firm's name, and its "Pilot Brand" feed supplement product, are as familiar a piece of Americana on poultry farms today as the Sears, Roe- buck catalogue, tractors, and red barns — thanks largely to farm-area radio. What does this neat trick for Oyster Shell Products in radio is not as magi- cal as it might sound. In fact, like all good tricks, the explanation is disarm- ingly simple. Basically, the secret lies in two things: (1) A consistent approach that hasn't changed in 30 years of general advertising and, except for refinements in technique and timebuying, hasn't changed for 15 years in radio; (2) Ef- ficient use of the radio medium, based on both client and agency knowledge of living and listening habits of farm- ers. From a humble, live-copy campaign on three big farm stations (KOA. Denver; WHO. Des Moines; WDAY, Fargo, N. D. ) in 1936, the spot radio announcement campaigns of Oyster Shell Products have made real prog- ress. Today, they are transcribed one- minute announcements on 56 big farm- area stations. Frequencies haven't changed, however. In the beginning. one announcement per week was used. Except for a stepped-up two-per-week campaign during the food-hungry years of World War II, it's still one-per-week. All that's grown is the station list. Timebuying is done by Cecil & Pres- brey's Charlotte Corbett who puts all the care into it she might use on a multi-million dollar campaign, though it is one of the smallest tiotial" accounts in the shop. al- na- "We add stations to our list for two reasons," states the C&P timebuyer, who also handles agency timebuying for Philip Morris, Electric Auto-Lite, and Red Top Brewing. "When the cli- ent decides that a sales area needs bol- stering with spot radio, the word is passed to me and we start looking first for good early-morning, then for noon- time availabilities. These are nearly al- ways adjacencies next to farm news programs. Or, we may spot something good in what station reps offer us, and I will recommend it up the line to the account executive." Adds Miss Corbett: "There's no set formula we use in selecting stations, such as using only 'powerhouse' sta- tions in farm areas. We do have sev- eral 50 k.w. stations on the list to get coverage in a thinly-scattered poultry- farm area. Often, however, we will buy time on small stations that do a good job of coverage in a concentrat- ed poultry-raising area. "The big yardstick that we use is 'Does the station reach the farmer we want to reach, and does the availabil- ity offered us have a good audience?' Incidentally, since about 60% of our buying is in less-expensive early morn- ing slots, we seldom have ratings to go by. We judge, therefore, on the basis of good mail responses, success stories, and dealer reaction." Since Cecil & Presbrey has to work against a tight spot budget, which av- erages between $700 and $800 per sta- tion per yrear, the timebuying is done very cautiously. There's no plunging, no "saturation" campaigns. Not when each one-minute announcement slot can't cost more than about $15 each week, on a 52-time basis. Often, good slots which cost more have to be passed by. The growth from three stations in 1936 to 56 stations today has been slow, but it has been steady. In 1937. three more were added ; one was added in 1938; one each year in 1940 through (Please turn to page 69) Charlotte Corbett and Hazel Speight of Cecil & Presbrey help hand- pick radio outlets Oyster Shell Products air budget goes for e.t. daytime announcements on these stations: KOA Denver Colorado WBRY Waterbury Connecticut WDAN Danville Illinois WMBD Peoria WCEM Quincy WDZ Tuscola WCBF Evansville Indiana WOWO Ft. Wayne WFBM Indianapolis WIOU Kokomo WMT Cedar Rapids Iowa WHO Des Moines KDTH Dubuque KCLO Mason City KMA Shenandoah KSC| Sioux City KWWL Waterloo KCNO Dodge City Kansas KOAM Pittsburg WIBW Topeka KFH Wichita WCSH Portland Maine WBZ Boston Massachusetts WBZ-A Springfield WELL Battle Creek Michigan WIBM Jackson KDAL Duluth Minnesota KYSM Mankato KSTP Minneapolis KROC Rochester KFRU Columbia Missouri KWTO Springfield KMM) Grand Island Nebraska KRVN Lexington W|AC Norfolk WOW Omaha WKXL Concord New Hampshire WHCU Ithaca New York WJTN Jamestown WDOS Oneonta WCY Schenectady WDAY Fargo North Dakota KFYR Bismarck WADC Akron Ohio WHKC Columbus WHIO Dayton WRFD Worthington WORK York Pennsylvania KDSN Aberdeen South Dakota WNAX Yankton WWVA Wheeling West Virginia WBAY Creen Bay Wisconsin WCLO Janesville WKBH La Crosse WKOW Madison WOMT Manitowoc STRATEGY: By limiting farm radio schedules to one daytime announcement per week per station, Oyster Shell Products manages to stretch its $40,000 budget for the above 56 stations. The payoff comes from consistent, 52-week formula Most efficient: Godfrey's Lip- ton plugs are high on "Best Remembered" lists, are tops in getting viewers to buy brands Waning appeal: Texaco's com- mercials on Berle TV show are now more disliked than lilced; have high remembrance score Ifc^ Do viewers remember your commercial ? Ail veriest stutlv shows even disliked" commercials sell if thevVe remembered well bv viewers VMil\Jft Philip Morris admen delight jB in telling llii- -l"i \ : Soon after one ol the "Big I hree i « »1 >;i< co In ms began using a i at< In jingle in \ ii tuall) all "I ii > T\ selling, a Philip Morris adman was making a train iri|> down i<> P-M's big factoj j in \ irginia. I le had jusl set- tled himself comfortabl) behind a newspaper, when he heard two men nearb) star! a spirited discussion re- 32 garding tobacco advertising. \ condi- tioned n-fl<'\ acted; he perked up his ears. From their voices, he soon rec- ognized them. One was an agencj ex- ecutive; the other was a high ranking official of a competitive cigarette firm. The agenc) man was talking. "Lei me lell you, everybody is going for that l\ jingle we've created for you. \l\ wife hums it. Mj kids hum it. Even the maid hums it. It's terrific! \ iewers adore il ! Why . . . The cigarette man broke in sourly. "Maybe so, maybe so. But why do the\ all go out and buy Philip Mor- ris'.'' The above story may, or may not, be apocryphal, even though sponsor heard it from a reliable souree. However, it illustrates a point: The I A viewers may love your commercials to death, but the funeral maj be held SPONSOR at the cash register. On the other hand, viewers may reach to turn off their sets when your TV commercial squeezes every bit of selling out of its allotted time, but they may remember it — and act on it — when their hands are reach- ing for a product on a supermarket shelf. To most hard-working TV admen, this isn't news any longer. Studies re- ported in sponsor, such as those made by Hofstra-NBC (see "Hofstra study No. 2," 18 June 1951) and the Ameri- can Management Counsel (see "Before you think your commercial," 2 Janu- ary 1950) have confirmed this. So have other studies made by Horace Schwerin and Daniel Starch. Well, then, what does make a TV commercial work . . . that is, sell? A good deal of light has now been thrown on this tricky question by a new study of TV commercials, made by Advertest Research (New Bruns- wick, N. J.) . The study was made dur- ing the period of 11-20 October 1951 in the New York City and New Jersey- areas in range of New York's seven TV stations. A careful, socio-economic sample of some 759 viewers were quizzed personally by Advertest on a variety of subjects. Respondents were asked detailed questions about the commercials they remembered best, liked or disliked most, or which had prompted respond- ents into "sampling" a product. View- ers were also asked how they felt about commercials generally, and allowed to air some favorite gripes. sponsor feels that this exclusive re- port on the full findings of the new Ad- vertest study is important to all users of the TV air, whether at the network or local level. This can be judged from a look at the highlights of the recent TV study: 1. "Remembrance" seems to be the strongest link between a TV commer- cial and a viewer ivho is motivated by it into sampling the product. Among the first five products in a list of those "sampled" because of TV, three of them — first place Liptons Tea. second-place Ajax, fourth-place TV Guide — were also the leaders in their product categories respectively among "best remembered" commercials. Two others — third-place Tide and fifth-place Heed deodorant — were also very high on the remembrance lists among prod- uct categories. Others on the "sam- ( Please turn to page 79) I. How 2ft leatliny TV advertisers were ranked in remembrance, like-dislike, sttmplinff- Advertest study results show that products which rank high in their respective categories by having the "Best Remembered''' commercials are most likely to rank well among "sampled"''' products whose testing is traced to TV commercials Product name of Score in "Best Rank in "17 Rank in "8 Rank among "1 1 category leader Remembered" Best Liked" Most Disliked" Most Sampled" Ronson Milliters) 77.5% Chesterfield o ^ \ sponsor. Here are some of the outstanding -\mrtoms: • \liout three out of four utilities arc using spot radio. About one out of four o! the larger firms i- using spot television, where there is TV coverage. • I he broadcast advertising share of local utility budgets is growing steadily. If* averaging 13.5$ toda) — a 2.V , increase over last year. The total expenditure is an estimated $5,- 500,000 annualb. • I In- approach i- far more \ ai ied than it once was. 1 tilities used to con- fine themselves largely to spot an- nouncements and "prestige" program- ing; toda\ broadcast audiences are reached via campaigns that include everything from T\ feature films to radio farm news. • The "sell" is more vigorous. Caught between the devils of cheap government power and higher taxes and the deep blue sea of higher oper- ating costs and the need for new con- sumer markets, utilities use every good device of broadcast advertising to tell their public relations story, add more customers. On the other hand, SPONSOR discov- ered that several important electric and gas firms ignore airselling completely, or give it only a passing nod. Radio- TV's share of ad budgets can be as small as 0.1%. A billion-dollar firm like the West Coast's Pacific Gas & Electric can be locked in a life-or-death public-relations battle with government power and practically ignore air ad- vertising, meanwhile pouring fortunes into other ad media. At the same time, a gas company in the Midwest reported recently to the Public Utilities Advertising Associa- tion that it was putting "about 70' < " of its ad budget into radio. Certainly, the use of radio and TV is Increasing, but there are still many inconsistencies and much misunderstanding. However, many utilities are learning how to profit by the air experiences of firms like those included a little later in this SPONSOR study. In one utility field — that of business- managed electric companies and com- bination electric-gas firms — some of Public miliii) proarunt preferences in spot radio & I \ Activity % using News, new- commentary, farm news 46.5% Drama (cl. -Iiuw«. co-ops. film) 19.5 Service shows (cooking, homemaking, etc) 12.5 Popular music (e.t. shows, records, etc.) 6.0 Live or e.t. or T\ announcements 4.0 Variety, / local-level public utility program preference* covering tome 250 radio ami 71 station* in the I . S. In a feu cases <"<■ "air operation" to avoid overweighting. Otherwise, ihowi were figured separately. news 46.5 Most popular program form with utilities is news and commentary, like that of MBS co-op Fulton Lewis, Jr. drama J> Ziv-transcribed "Bright Star" is typical of star-name drama vehicles used locally in both radio and video TELEVISION: NEW YORK'S CON EDISON PROMOTES TV NEWS, WEATHER SHOWS IN BRANCH-OFFICE DISPLAYS 8 to 10 oekxk every night cxre/X Sunday on KFAC dial 1330 Two Hour* of the Worlds Finest Music M RADIO: L.A.'S SOUTHERN CAL. GAS COMPANIES PLUG 1 1-YEAR-OLD CLASSICAL MUSIC SERIES VIA HUGE POSTERS the smokescreen of mystery that sur- rounds the proper use of broadcast ad- vertising is being blown away. The prime mover here is the Electric Com- panies Advertising Program (see "Pub- lic utilities on the air, Part I," spon- sor, 19 November 1951). One of the major effects within the industry of the ECAP year-'round campaigns in net- work radio since 1943 has been to make many utilities ( 1 ) aware of the abilities of broadcasting in handling a tough public relations job, and (2) to set an example in reaching audi- ences at low cost — as little as $1.66 per thousand, via Corliss Archer on CBS. An N. W. Ayer executive who works closely with ECAP, Dwight C. Van Meter, puts it this way: "I don't think there's any question about public util- ities becoming more air-minded. Al- though we have not made an official survey to determine local-level use of radio and TV by ECAP members. I can tell you that a good deal is being done. In the periodic ECAP advertis- ing plans sessions with ECAP mem- bers, many ad managers among some 140 member firms have told me that they are consistently using radio and TV. or are increasing their use. Many employ the local commercials ECAP prepares for them. "ECAP would not take all the credit, of course. We know it's made many members and non-members aware of how broadcasting can do a public rela- tions job for them, as well as improve business. Other national, regional and state associations have done an equal- ly-good job. However, much of this would probably have happened any- way. For instance, the rapid develop- ments in rural electrification have cre- ated new utility and appliance custom- ers among farmers, and many firms use radio to reach them. Television is being used, more and more, since it is at the same time an effective ad medium and a source of new revenue through added load factors. The grow- ing awareness of the value of good in- dustry public relations has caused many utilities to expand their adver- tising into an ever-growing media list at the local level. There's still much to be done, but we're glad that we've helped." Even with the excellent educational jobs being done regarding utility ad- vertising by organizations like Pub- lic Utilities Advertising Association, ECAP, Edison Electric Institute, Amer- ican Gas Association and other groups, there is a distinct scarcity of informa- tion available regarding one major point: What types of local-level air ad- vertising are most widely used by elec- tric and gas utilities? To find the answer to this question, sponsor recently conducted a nation- wide survey on this subject. Two months were spent by SPONSOR staffers in querying some 250 radio and TV {Please turn to page 72) 3 DECEMBER 1951 37 Q Radio networks are being reborn To the average sponsor, the twists anil turns of the lour nationwide radio networks lias been a source of ((infusion during the past year. Changes in basic net- work polic) have occurred in increasing number, to the accompaniment of rumors galore. But the clear fact beginning to emerge amid the rate readjustments, sales policj changes, merchandising innovations, etc.. is that sponsors are now witnessing the birth of the network of the future. Most current and most talked about among network radios birth pangs is the new NBC reorganization plan which got an airing last week at the network's Boca Raton meeting. Here, in brief, are the highlights of what's hap- pened to the NBC plan thus far — followed by highlights on changes shaping up among those other lusty infants. ( BS. MBS. and \BC. i Boca Raton details appeal on p. 2.) sponsor's general conclusion after a nationwide sur- vey of NBC affiliates is that NBC's effort to reevaluate rate structures of ils affiliates will be generally success- lid, despite adjustments as NBC and individual station meetings continue and discontentment among those affili- ates who lose revenue thereby. But the important po for advertisers to remember is that it makes little diff ence for them precisely how NBC adjusts internally. 1 total cost of the present NBC network I before new s tions were added ) does not go up or down as a result the individual station adjustments since they balai, one another out. What is important for sponsors abc NBC's reorganization is that it is designed to please th< in the long run by making network radio easier to b more flexible. Not part of the originally announced organization plan but definitely linked with this ent: trend is the recently announced NBC guaranteed-circu tion plan. With its guarantee of the number of listens who hear the sponsor's commercial, this plan combii the benefits of a magazine's guaranteed circulation wi network radios inherent advantages. It goes magazii a step further by guaranteeing attention to the ad m sage rather than mere guaranteed purchase of a copy the magazine. The new emphasis on merchandising another step in the magazine-technique approach. NBC's major rival, CBS. meanwhile is going through process of evolution all its own. Efforts to describe wli (Please turn to page 82) ^ Sports tip: check on local rights sponsors, who've been picking ttp the radio ttnd T\ tab of football, baseball, hockey, wrestling and box- ing tourneys, will keep a -harp eye peeled on the legal scorecard in I . S. Districl Court, Philadelphia, the 17th i>l December. Fhe courtroom competition there involves professional football in particular, but the outcome may well have far-reaching effects on sponsorship of all sport- ing events. In ,i nutshell, here's whal the Philadelphia legal hassle i- about : The National football League, which represents 42 pro football clubs throughout the nation, will contend it has everj right to determine whethei oi not pro football games shall be televised, h will maintain thai bringing the games free into the parlor will be equivalent to cut- ting the throal "I its boxoffice earning'-. Consequently . H will petition the court to dismiss the Federal Govern- ment's anti-trusl suit against it. I Ik- Government's case, as sponsor learned in Wash- ington h Victor Kramer, ol the I . S. Justice Dept.'s \ nt i- 1 i usl Division, hinges on three questions: "Are the football team- conspiring to restrain trade? First, are they depriving broadcasters of revenue and sponsors the benefits of advertising? Second, are they deprivii the public of the right to see the games free on TV?" Only a toss of the coin can now determine which si will win this showdown case. What seems fairly « lain. SPONSOR learned, is that the NFL will shrug asi the issue, by decreeing that henceforth football teams i dividually will decide whether or not their games sh< be telex ised. In following this course, NFL will be taking its ci from the National and American Baseball Leagues. Til past fall 1 24 hours before the Government took acti( against the NFL) the baseball leagues voluntarily avoi ed possibility of an anti-trust suit, by ceding game-tel vising decisions to the individual baseball teams. It follows that if the NFL. too, pursues this cour; football-loving sponsors would be wise, now, to bud< up with promoters of their local football teams. From an overall viewpoint, the Philadelphia court ca brings to a head the long-seething sponsor-vs. -sports pr mold debate: Does televising of sporting events in f;i iiK icase or decrease the boxoffice take? Answers are a dime a dozen, depending on who y< ( Please turn, to page 83) EEK? network radio is changing fast report to ad men on sports sponsorship new BMB-type study is on the way survey shows 77% listening outside parlor Q Baker launching BMB project soon A bigger and better version of the 1.919 BMB measurements of the circulation of broadcast advertising (which still remains a vital buying tool) will be in time- liusers' hands sometime after March, 1952. That's the word from Dr. Kenneth C. Baker, who used to head up the now-defunct BMB. Baker is now a partner 'in Standard Audit and Measurement Services, Inc. of New York. With his partner. Michael R. Notaro, Baker "is currently in the process of reviving the BMB-type "studv, one of the most useful items a timebuyer can have 1 at his elbow. j' According to Baker, the new study, for which CBS !'(see Howard S. Meighan's comment regarding CBS and 'the new BMB on page at left ) and about 325 stations have 'already signed up. will be "precisely comparable" with the old BMB figures. Also, it will show much more data •on non-subscribing stations. I Other webs will soon get a strong pitch from Baker. ) These factors alone should be a boon to agency time- 'bu\ers. Comment I from J. Walter Thompsons Jane Shannon I is representative of many "We very definitely need such a study in buying time. Were still using our 1949 BMB, even if it is out of date. Of course, we pen- cil in our own corrections as best we can and make in- formed guesses as to changes in circulation. But. if the new BMB-type reports live up to minimum expectations, we'll really have something useful." Even so, the upcoming study, for which some 750,000 ballots will be mailed to listeners and viewers this March. will have some new wrinkles. Here are a few: 1. Agencies and networks will be able to run special IBM tabulations, showing distribution and circulation among families that have car radios. Also, it will show data on "extra sets" in radio homes. 2. TV will be charted in the new study. Some clear idea of how TV has affected AM's circulation will be given. 3. The base sample for the study will be bigger, but not too much bigger. Says Baker: "There's a point of diminishing returns in this. After you reach it. the in- creased accuracy isn't worth the extra money." 4. Advertisers who want to measure radio or TV sta- tion circulation in order to determine individual dealer shares in a group or co-op air advertising campaign will be able to do so. 0 Nets measure individual listening To measure radio's circulation and listening, it's no longer accurate to make your yardstick family listen- ing and radio homes. You have to visit a radio or radio- TV home and find out what the individual is doing, where listening is going on. Further. youVe got to follow the individual as he drives Jo work, eats his breakfast in the dining car. visits the barber shop, works in the factory. This is the great lesson contained in a new study, made (jointly by CBS and NBC, and compiled from diaries of 'the American Research Bureau. Washington, D. C. A i nationwide cross-section of 3,600 individuals were mea- sured, and the results, just announced, are eye-opening. Highlights of the NBC-CBS studs : 1. TV has definitely not killed off radio listening. Video's entry into a home has had the effect of dispers- ing radio listening to other locations than the parlor. ] Now. 77 % of all radio listening in TV homes is done with "secondary sets" in kitchens, bedrooms, dining rooms, cars, etc. In fact, TV families have more radios than non-TV families. Some 46% of TV families have three or more radios: only 35% of radio-only families have that many. 2. Here's how the dispersal of radio listeners to other areas in the home has worked out. and how it affects dis- tribution of total radio listening. For a typical day in August 1951 (not a strong radio month I covering the period between 6:00 a.m. and midnight: I million Radio Only Radio-TV I iving Room _ IM.V, 22.9'H kitchen 27.2 50.0 Bedroom . 13.2 9.6 Dining room 3.6 6.2 Automobile 1.5 6.3 All others .. 5.0 5.0 100.0% 100.11 3. The woman of the house is now radio's greatest cus- tomer, which accounts for the high rank of the kitchen as an "outside-the-living-room" radio listening area. Wom- en do most of the listening in 52% of the families quizzed by ARB. Others: in 21',. father: 13',. .laughter: 10',. son; -V i for the rest. 4. Radio wins hands-down in competition with print- ed media for the public's attention. The survey found that the average U. S. individual spends triple the amount of time with radio compared to newspapers, five times as much with radio as with magazines. Daily figures: radio. 109 minutes average; newspapers, 35 minutes; magazines, 19 minutes. No figures given on radio vs. TV. H Imi eon station breaks do best? I. Stimulate buying action Build brand acceptance Announce product improvement Create demand in desired retail outlet Tie-in with holiday or seasonal sales Provide broker and dealer support Reach hand-picked audiences Pin-point sales messages according to region, weather, time, other factors Are you overlooking station breaks i You may be surprised to find how much "sell" you can pack into 20 seconds — or less THIS 20-SECOND ANNOUNCEMENT (OVER- COMPLEX) GOT POOR REMEMBRANCE Recalled name THIS 20-SECOND ANNOUNCEMENT (NON- COMPLEX) WAS WELL-REMEMBERED Recalled no name med rival product Sourer: Schuvrin Retearch Corporation 60 SECONDS "TELLS" AS MUCH AS 180 TOTAL COMMERCIAL TIME DEVOTED TO PRODUCT 9 9 60 sec. 100 140 180 % OF VIEWERS REMEMBERING 91% 87 94 94 S. /..,.,,„ H. spot A few years ago choice ra- dio station breaks* were about as scarce as a winning ticket in the Irish Sweepstakes. But to- day "adjacencies" next to Jack Benny, Lux Radio Theater, Your Hit Parade and between high-rated soap operas are going begging in many markets . . . while good one-minute availabilities, which used to be a distant second in the sponsor hit parade, are sold out and often have waiting lists. Why this swing to minute announce- ments and away from day or night sta- tion breaks — a reversal that's happened in the last year or so? sponsor queried station representa- tives, timebuyers and copy chiefs, re- searchers and advertisers and found that: 1. Both stations and advertisers are responsible for the trend — stations build vehicles for minute announce- ments and usually sell them at the same rates as station breaks: advertisers feel the) need longer sales messages to sell new products and meet increased com- pel ition. 2. Agency people generally were un- aware of the trend — "whether we bu\ 20-second or one-minute announce- ments depends on the basic strategv of the campaign." 3. I he evidence indicates station breaks are still an excellent buj and ad- vertisers may be passing up many a • h i orporatlon •Station breaks refer to tlic 30 secomU be- n programs, arc called chainbreaks when between network shows. Five seconds are de- d i" local station identification and the remaining time i- -<>l b'< bhTl of Harry Um* Marred >n b> ..Tnir!l M-«" "» Harry Ume. ihe Gra„»me The •el lntri< r.s.sg ' om*iW outer cot*^ Hans' * r.riviut'r)' iiwrt*"' of UJ New Radio Show By Orson Welles Moving to U. S. Hart "Thi- most M he roc. T^ A T T-k HE BOSTON HE CLEVELAND PLAIN ®ht Miami He rail yons Den - -' By Leonard Lyons ill bp' hL'J?ext The transcribed progi '"Harry u^.. gj>*""- X^/ I - I lorson belies ^ for listeners. ] sk ^ the •» V -The Lives 01 fa^^HV, ^p^r^M _i I (B0iirier-20 Orson Welles' return to Radio was greeted with loud cheers by the Press because newspapers know that their readers rate Orson Welles as their No. 1 radio attraction. I The name Orson Welles is MAGIC. It is a guarantee of SRO in the Theatre and top ratings in Radio. Critics are of the opinion that this new Orson Welles series is his best. I Q o This new series of 52 half-hour transcribed programs is entitled The Lives of Harry Lime. Orson Welles is starred in the role of Harry Lime, the fabulous rogue made famous by him in The Third Man. Suspense, Intrigue, Danger and Romance run high through- out the series. It is Orson Welles at his very best. Zither initio by ANTON KARAS, composer of The Third Man theme, together with full concert orchestra under the direction of SIDNEY TORCH provide background music for the series. Produced by HARRY ALAIN TOWERS *•«■ U»l >, I '— ftMtam c» u. HEW VOWS, ! LAN a DISTRIBUTING CORP. 113 West 57th Street, New York 19, N. Y. ^r^^hmid St $fat00 PLASTIC SPRAY SPONSOR: Bostwick Lab Inc. VGENCY: Grey CAPSULE CASE HISTORY: Julie Benell on What's \cw features new or unusual products; stimulates sales tor them. On ont show she demonstrated Bostwick's plastic spray for decorating X.mas tires: also a bomb spray lor extinguishing home fires. This single $60 par- ticipation drew well over 1 1 M l phone calls for the products. And, as a result of unusual demand. Bostwick's home office in Bridgeport had to ship additional bomb sprays via air freight. WFA \ W. Dallas PROGRAM: What's Ni w TV SERVICE POLICY SPONSOR l onsolidated Television \U NCY: Direct I INII < VS1 HISTORY: Consolidated Television ven- tured into 1 1 advertising with a one-time announcement. 'I heir offei {via an $8] participation on a 4:00 p.m film feature) was a T\ service policy for $19.95. Within a 24-houi period, 1<> II service policy sales were made. Thus Consolidated' s mid afternoon experiment brought ■ s return of $917.70, oi a retina of $] 1. •">•''> on every ■ rill nil II . Kill I \. Hollywooc I'ROCR \\l: Film Feature SKIN AID SPONSOR: Sea Breeze Laboratories, Inc. AGENCY: BBDO CAPSULE CASE HISTORY: Sea Breeze's TV objective was to introduce and foster distribution for their all- purpose antiseptic skin aid. Three participations on the Home Is Happiness show mentioned a free sample offer. Within an eight-day period, WDTV was swamped with 1.800 requests for Sea Breeze and they continued to come in. About 40' > of the requests were from outside the immediate Pittsburgh vicinity, enlarging Sea Breeze's potential sales area. WDTV, Pittsburgh PROGRAM: Home Is Happiness KITCHENWARE SPONSOR: Permanent Stainless Steel Corp. \CEN. ■ A -& *» ^^^^2S£^^^======^^^yBill Frank's/ « A Q lOCB-1 l*wv » i*3iv« - SLrt—te sfsfl* out; P 2* mor"iar bimMS5 gov- «o tempore-O, mores. * * • fver's ce jusetts that give Kdren hltlng ^ — xt-topd but one rule of _Shepours]is a-l-OttflS-: O. the T Twould! luncheon ». "J A more punchy *™TttoJ' Walsh,/-> If be i : "O. those shocking times. z^ of 4„h n the centuries that have !„,.,• A „ ?n« Cicero's oration against passed since oiceiu d Idlvld- Catiline iwn^f^e pub- isdic- women have • Jeppea^ P thc e Fin- he forHLnt tonffor all decent \. in a same m^ta,JecSt to one another-- ;. de- people to be decern because Wrs not because of laws d ^ Ahem, we'd like others t « ?e_« d contlnu. 1 con- Beginning tomght_an ^ \ered ing for *« next greeor ^ „ j tane day n^^K f« a discussion ' Vve becomes a forum n* » \,j Vage 71) 3 DECEMBER 1951 ■r A Mr. Bess MR. SPONSOR: Uet&atec^®**1 New Orleans' Top Afternoon Show Is Setting New Records for Sponsors! Vi y j- • It's the "Hit Parade" of New Orleans . . . two hours of popular platters . . . interspersed with breezy comments by genial Bob Hamilton. For sales-a-plenty, buy "Top Twenty" . . . the perfect combination for spot participation! • Write, Wire or Phone Your JOHN- BLAIR Man! 49 a name to remember Considered one of the world's most beautiful buildings, the Taj Mahal represents a standard of excellence in architecture unsurpassed for more than three centuries. Built entirely of white alabaster by an Indian ruler to symbolize the beauty and purity of his wife, the Taj Mahal is remembered by all who view its magnificence and breath-taking splendor. Acknowledged as a leader in the broadcasting industry for nearly twenty-five years, FORT INDUSTRY, in each of the busy markets where its stations are located, rep- resents the finest in high-caliber programming and spirited public service. The name FORT INDUSTRY is remembered by successful advertisers as first choice for sales results. THE FORT INDUSTRY COMPANY WSPD, Toledo, O. • WWVA, Wheeling, W. Va. • WMMN, Fairmont, W. Va. • WAGA, Atlanta, Ga. WGBS, Miami, Fla. • WJB K, Detroi t, Mich. • WS A I , Cine inna ti, O. WSPD-TV, Toledo, O. • WJBK-TV, Detroit, Mich. • WAGA-TV, Atlanta, Ga. • KEYL-TV, San Antonio, Tex. NATIONAL SALES HEADQUARTERS: 188 Madison Ave., New York 22, ELdorado 5-2455 • 230 N. Michigan Ave., Chicago 1, FRanklin 2-6498 This SPONSOR department features capsuled reports of broadcast advertising significance culled from all seg- ments of the industry. Contributions are welcomed. WGV marks 25 years of farm airers with dinner-broadcast In upstate New York recently, WG^ celebrated a quarter-century of farm broadcasting. I" mark the evenl 300 friends ol \\ (,\ . Schenectady, and sta- tion personnel gathered for a dinner and special broadcast al Schenectady's I [otel \ an Curler. The hour-long broadcast featured Chester H. Lang, General Electric Com- pany vice president, as principal speak- er: Stanle\ G. Judd, Vermont state commissioner of agriculture; C. Ches- ter DuMond, New York state commis- sioner of agriculture and markets; and Dean Elizabeth Lee Vincent, New ^ mk State college ol home economics. Cornell I niversity. Other program par- ticipants included Merl Galusha, WG^ - farm broadcasting supervisor, and Ed \\. Mitchell, WG^ lain, adviser. Photographed at the festive gather- ing were (photo above): Robert F. Reid, WGY-WRGB supervisor of sales; fames IVierincistrr. Maritime Milling \hil Galusha: and George L Peck, \\ < A -\\ RGB supen isoi "I pro- motion, publicity. Photo in next col- umn: Robert IS. II in na. WGY-WRGB stations manager; Merl Galusha; Mrs. Waltei Whitney: the licwrcnd Walter W hitne) ; Dean I lizabeth I ,ee \ incent, college "I home economics Cornell U., and Mr-. Merl Galusha. I he evenl broughl to mind the a< tual amount ol air time devoted to ulture during this 25-vear period. V tually, ii totals 1,500 solid hours of fai m news and fai iii sen ice, reaching a i ui.il audience in 5 1 counties ol i asl H4} ty* em New York and western New Eng- land. Among the notables appearing in past years before the WGY mike on farm shows have been Franklin D. Roosevelt and Harry S. Truman. How successful this endeavor has been is shown by WGY's schedule — with farm broadcasting a programing cornerstone. And, in the 25-year span, 1,000,000 pieces of mail have been re- ceived pertaining to agriculture and WGY farm airers. Additionally, a re- port from the New York State College of Agriculture shows that over 80* < of the requests for bulletins on agricul- ture and gardening comes from WGY listeners. * * * Liberty Cash Stores up footl sales 30-75% with cf.|. Liberty Cash Grocers, Inc. — one of the mid-South's largest wholesalers — haw parlayed a big year-'round daily radio promotion into increased sales for 63 independently-owned Liberty Cash stores located in Memphis. Ten- nessee, Mississippi. Arkansas, and Ala- bama. The step-by-step program-building procedure, seemingh simple enough, broughl rapid satisfaction to product participants and store owners. First, a program, called Cherry at Two, was built to run from 2:00 to 3:00 p.m., Mondays through Saturdays, on W MPS, Memphis. The Format: a d.j. show Featuring Hugh Cherry, one of the nation's outstanding tune-spinners. Picking up the tab was to be a cooper- ative venture between Liberty Cash Central warehouse and its suppliers. A cocktail party and banquet ac- quainted the public and Liberty Cash -tore owners and personnel with the details. In the lobby of the hotel where the dinner was held were attractive dis- plays of 10 products co-sponsoring the d.j. show (including Mufti spot re- mo wr, lighter fluid, shoe white; Diam- ond matches; Liberty coffee; Evergood meat products). There. Fred Montesi, president of Liberty Cash stores, and H. R. Krelstein, WMPS vice president- general manager, gave store owners full promotion details: showed them a sample of a specially-constructed bin wherein all products would be dis- played in each store. Grocer cooperation was quickly evi- dent after this introductory displav, with cooperating products getting 100% distribution; prominent store position; and sales surges up 30% to 75% for all items. To help maintain sales, WMPS employs a retail coordi- nator. * * * Poster adtls value to brewery TV impressions The Peter Hand Brewery Company l through BBDO. Chicago) is heighten- Three-sheet poster plugs beer, Boston Blackie 52 SPONSOR ing the impression value of their local level poster advertising and, at the same time, cutting production costs on TV film commercial presentation. Both poster and TV plugs for their Meister Brau beer are tied in by ac- tually using a three-sheet poster on the opening and closing commercials of the Hand Brewery's Boston Blackie show on WGN-TV la Ziv production). These same three-sheet posters are placed in shopping centers throughout Chicago on or near retail beer outlets. Thus Meisler Brau gets valuable point- of-sale zone advertising. In future months, the beer will be featured on the posters, with Boston Blackie pro- moted on the lower half of the poster. This suggests a way for an advertiser to combine two visual media — one in the home in black and white; the other in full color where beer is sold. * * * Grandma CooUie built on solid radio foundation The Grandma Cookie Company of Portland distributes varieties of cook- ies through all of Oregon, southwest- ern Idaho, and southwestern Washing- ton. For this distribution thev employ Merrie Virginia, pals like Gulbert cookie jars 10 truck driver-salesmen who service 3.000 delars. Just recently, the firm expanded and built a new building. Right now, 85' v of the ad budget is in radio and supporting material, and Grandma Cookie's aggressive policy, through Searcy Advertising, is work- ing full-time. First, the cookie com- pany started with the Firefighters show in 1949. Program tie-ins were ad- vanced with the aid of the Portland fire department, with three Fire Fight- ers Brigade meetings attracting 3,000 children at each get-together. At the meets, there were demonstrations of fire fighting equipment by men of the Portland fire department. And, for kid (Please turn to page 76) Advertisement THE NEEDLE! Vice Pres. Gen'l Mgr. Associated Program Service 151 W. 46th, N. Y. 19 BE MEAN TO YOUR SALES STAFF — and boost sales doing it! Here are ten ways to make life miserable for your order-takers: 1. SPOIL THEIR CHRISTMAS by holding a big sales-meeting on Friday afternoon, December 21, setting up a big sales goal to be met December 26- 29. This will recover that "lost week" between Yuletide and New Year's, get vou off to a good start in 1952. 2. RUIN THEIR PLANS well in advance by announcing that no vaca- tions will be allowed except those be- tween May 15-June 30. This will free them when you need them least, keep them working in August when there's real Fall potential. 3. KILL THEIR TV WATCHING by assigning every man to one evening's work each week, making calls between 7-9 PM. This will make them tell your story without interruption to many new prospects. 4. UPSET THEIR SMUGNESS by talking to any newspaper classified ad manager about the difference between "voluntary and solicited" business . . . then set up a new commission plan that pays off only on the latter. 5. UNCOVER THEIR WEAK- NESSES and cure their shyness, too, by making them go through practice pitches in front of your entire staff at regular meetings. This will make them better salesmen, though they'll hate you for it. 6. TAKE THE SOCIAL FUN out of life by asking them to put a note on your desk each morning telling what they plan to do that day and where they expect to be. This system has been known to produce calls occasionally. 7. JANGLE THEIR NERVES by popping into the coffee shop at erratic intervals and ordering them all back to work. They'll find another place, but it will never seem the same again. 8. CRUSH THEIR PRIDE by offer- ing their services as sales clerks after- hours during December to retailers who stay open nights. This will teach them why businessmen get gray, make them more thoughtful and considerate sales- men. 9. SHAME THEM INTO GREAT- ER EFFORT by taking a few tough prospects under your own wing and making direct sales calls yourself. This may have just the opposite effect, of course, in which case you will have learned something about vourself. 10. DEFLATE THEIR EGO by showing, with figures, what a really inadequate job they've done in com- parison with local newspapers and other media. Set an even higher goal for 1952 and make them produce — or else. HOW TO MAKE SALESMEN HAPPY? Easy. Equip them with APS' exciting Commercial library of over 175 different musical ad- vertising lead-ins . . . and help them become better salesmen by giving them a chance to join the hundreds of alert radiomen who listen each month to the APS series of Transcribed Sales Meet- ings. The entire package — at cigarette prices! Total cost less than $5.00 per week, and one year is contract limit. It's a wonderful Xmas gift for your sales staff! Write, phone, wire today! We'll deliver by Christmas. How's your business? Ours at APS is excellent, thanks to you. As we near the end of 1951, we note with pride the fact that we shipped more brand new APS full basic libraries than in any year for the past several, with the new specialized small libraries accounting for several dozen additional subscribers. Reason? Among others, simply because we've provided the only new and differ- ent approach to library service . . . sales training, bulletins that help build better station sales and operations, and specialized libraries of all sizes and prices to meet every need. This year has been just the beginning, of course — we have even more extensive plans for change and improvement in coming months. Watch for the news. We keep receiving letters about sales problems. Most of our subscriber stations, happily, feel that our advice and experience in the sales field can help them over a rougli spot now and then. They write us about help in selling various lines of business . . . about network problems . . . about their own promotion plans and presentations . . . even about per- sonnel problems (we've placed a flock of good people in sales and program jobs this year!). It's a nice family feelihg and we extend a cordial invi- tation to every subscriber to use us as consultants whenever our advice seems likely to be helpful. 3 DECEMBER 1951 53 • • • • • • •••••• Iqgefe in h 6%, h Bftg W^enfu, FIVE DISTINCT IDENTIFICATIONS FOR YOU Including Three Full-Length Selling Commercials! ) l EACH HALF-HOUR PROGRAM A COMPUl EPISODE! . SPARKLING SCRIPTS AND PROD ..BWANTMUSICAISCOKS.-.™""' CMSiO SO MM SXmtMMT! Stations from coast to coast re- port: Breweries Are Buying! Public Utilities Are Buying! Auto Dealers Are Buying! News- papers Are Buying! Food Stores Are Buying! Yes! Everybody's Buying the New Show That's the Sensation of the Industry! THIS ONE WILL PLEASI THOSE HARD-TO-PLEASI SPONSORS... 1 } radio review hi, icoic foki:ti\> Mr. Norman Glenn, Editor SPONSOR Magazine 510 Madison Vvenue New York, N. ^ . Deaf Norm: Found myself at a surprise birthday part) given for Dick Stark the other evening where a big part of the sur- |ii i-e turned out t liki I In/, g I In gel hack to — as slick a- evei with .lame- Stewart starring in a drama entitled "Winchester 73." Commercially, too, the Lux approach was as polished and as intelligently format-ed a- ever. Mr. ECeighley, as usual, m.c.'d and then launched into a straight, hut brief, commer- cial on Lux Flakes — no fancy lead-in, no tricks, no jingle just straight talk by an able Balesman. Following a tense first act replete with Indian charge-, ride contests, ind a Western- t j i" love scene ' minus even a tra< e ol I hi cornball), Keighley commercialized once this time describing the movie, "Quo Vadis" . . . thence to a damsel talking about neu Lux flake-, "enriched with color fresh- en) r." I lere the mo> ie lead in was handled adroitly as well as convincingly. The thinl act break introduced ns to an ir-old starlet, Susan Bates, and around to the sales talk aftei a i elevant as well as interesting pi lin, good copj . well written, made the Lux points convinc- ingly. Finally, in the style which Lux de- veloped and gave to radio and i- now d>l- iowed h\ so mam -man advertisers, the clos- larle-limnnial with the feinme lead ol "Winchester 73" chiming as a slv segue from yours truly. The reason these ahle announcers read the book, they said, was that they feel they should be up on what advertisers are attempting to do — and your efforts sat- i-l\ this craving. All of which leads me to an idea for a column on the fact that good announcers have to have brains. The difference lietween an in- telligent announcer and a voice-wor- shipper is what can be called The Au- tomatic Inflection. Having directed thousands of record- {Please turn to page 69) in. Good dialogue and not a phony line in it. Here is radio entertainment at its best. radio review SPONSOR: Rheingold Beer (Liebmann Breweries) AGENCY: Foote, Cone & Belding, N. Y. PROGRAM: Announcements Again it's the bi r makers setting the pace in radio copy with Rheingold utilizing lis Paul and Mary Ford, who get name bill- ing in this new warbled commercial. A typi- cal Paul-Ford tune, this suds opus is the best I've heard since \al "King" Cole did the Wildroot Cream-Oil Charlie aria about six years ago. Latching on in the fact that Les Paul arrangements are the lug thing right now, Rheingold has gone right to the source and put togeiliei a Paulisl ditty with it- bewitch- ing out-of-halance strings and amazing har- mony betwixt vocal and background, the lat- ter coming in first by a hair. And unlike most Paul jobs, this one lias lyrics which are as clear as a glass of beer. Here is a slick commercial with plenty of appeal and as up-to-the-minute as what you I" a in the juke boxes al your nun expense. 1 don't know what Rheingold had to pay the piper for tune-and-treatmenl (someone told i s.-,,o()o for talent i. hut with the frequen- i ) ol the Rheingold spot schedule, whatevei the fee. it was well worth it. There ought to be more use ol top-name talent on jingles < nuti.m and economj an probablj all that's holding it up, I'd say. So, maybe this one'll loosen thin i Mi. SPONSOR: Theater Guild AGENCY: Blaine-Thompson, N. Y. PROGRAM: Live announcements Maybe this is old hat, but I can't pre- viously recall hearing a legitimate B'way drama resorting to the most plebeian of all art-forms, radio, as a stimulant to box-office. But I did hear just that the other evening on WMCA; sponsor — the Theater Guild; prod- uct— "Barefoot in Athens," Maxwell Ander- son's play about Socrates. Sandwiched be- tween a Halo jingle and a Dynamic Stores harangue, both Socrates and Max A. prob- ably had the strangest bedfellows of their joint-careers. The copy delivered on behalf of the show did perk my interest and make me feel that it was well worth seeing. But the capsule- plot and high lights (such as the dramatic trial of Socrates) could, I feel, have been spiked up a bit perhaps by a dramatized vignette or even a two-announcer treatment : anything but straight announcing. 1 guess it was the vagaries of recording that kept the Guild out of canned announcements. On the other hand, I wonder why more Broadway shows don't spend some of their newspaper money in local radio — either in advance of opening or during the first cru- cial week? It's true, I guess, that the inde- pendent-station audience may not be the typ- ical legit-theayter-crowd, still it must contain a big potential that's never been tapped. radio review SPONSOR: Robert Hall Clothes AGENCY: Frank B. Sawdon, N. Y. PROGRAM: Announcements Robert Hall, who knows more about sing- ing commercials than Macy's and Gimbel's put together, has a new ditty which jumps on the hillbilly bandwagon and does same with grace, ease and a lilt. A real cornball vocal treatment backed up by a straw-hat combo (found a copy of Variety in the washroom!) pulls all the stops on this type of music-making. The lyrics are as com- mercial as all of Robert's previous arias and sell price plus quality soundly. The only bone I have to pick with the type of tune selected to be the clothing chain's spokesman is this: shouldn't the mu- sic be relevant? In other words, is it smart in cloak clothes in a hayseed garb? Isn't the relevance destructive? Despite the pop- ularity of hillbilly music and the decided cleverness of the rendition, lyric, and clarity of the latter, maybe it's going to un-sell the chain's product in the minds of the most literal (their customers, I daresay). Buck- wheat cake-mix and sport shirts, to name just two nil the tup uf the head, are the type of products tin which hillbilly music would be valuably relevant, I'd say. 56 SPONSOR Tin: 4pi:oiu>ia i»i im ii \si<; 5000w 590kc CBS EORGIA v x~ *,' MACON WMA7 T0,000w 940kc CBS SAVANNAH WTOC 5000 w 1290kc CBS the TRIO offers advertisers at one low cost: • concentrated coverage • merchandising assistance • listener loyalty built by local programming • dealer loyalties ... IN THREE MAJOR MARKETS l t €? i) rese 1 1 / ed individually w | | T H E KATZ AGENCY, NC. I as a group by UK YORK . CHICAGO • DETROIT • ATLANTA . DALLAS • KANSAS CITY • LOS ANGELES • SAN FRANCISCO NO KIDS HERE No, you won't find many youngsters watching the WHEN "Mystery Theatre." BUT, if it's a massive ADULT audience you're after, you'll find it here. They all stay up to watch the full-length film features on "Mystery Thea- tre," four nights a week on WHEN. There are just a tew choice participations available in "Mystery Theatre," Monday, Tuesday, Wednesday and Thursday nights at 11:35 on WHEN. TO YOUR NEAREST KATZ AGENCY MAN AND PUT "MYSTERY THEATRE" TO WORK FOR YOU! WHEN TELEVISION syrawse CBS • ABC • DUMONT OWNED BY THE MEREDITH PUBLISHING CO, agency profile Barry Ryan President, Ruthrautf & Ryan, Inc. Every ad agency worth its salt I and its 15% ) has a philosophy by which it operates. And if Barry Ryan, president of RuthraufT & Ryan, had his way there would be more signs reading "human BE- HAVIOR never changes" hanging around the R & R offices than there are "think" signs in the I.B.M. world headquarters. Does the philosophy pay dividends? Turn to your copy of Stand- ard Advertising Register Agency List and take a look at the two full pages of eight-point type it takes to list R & R clients! An increase in billings since 1946 can be shown by many agencies, but how many of them have stacked up a 45-50% increase in the past five years? Well, that's the record of the agency Barry Ryan has been president of ever since he got out of the Navy in 1945. Barry's father, one of the founders of the firm, had been trained as an engineer, worked as a draftsman, and was a successful real estate operator before he joined Wilbur Ruthrauff in their success- slated venture. No such moving around for Barry. A few days after the Dean had handed him that important piece of paper at Yale in 1928, Barry was the new office boy at R & R. He may have been the boss' son, but they worked his tail off at progressive jobs before he was allowed to move up to the next higher bracket. That's the period during which he picked up his basic radio know-how. In those days, when everybody was a jack of all trades. Barry learned the basic concepts of human behavior; a subject that con- tinues to fascinate him. R & R built its rep on mail-order copy; perhaps that's why R & R campaigns have always emphasized the "sell" angle rather than the "arty" approach. Soap powders, autos, and TV sets are highly competitive fields, but R & R's Rinso, Dodge, and Motorola accounts snag a hefty slice of the business in each field. Barn savs. "There's no such thing as one ide^.l media. The im- portant thing is that the product's market characteristics and media pattern must jibe." How is a radio or TV show selected? "We'd rather buy a good -how in terms of cost per thousand than one that has more 'name' performers than listeners." say he. That would account for R & R's use of Aunt Jenny (Lever Brothers I , Gene Autry ( \\ riglev's I . Ar- thur Godfrey (Level I. and Ted l/using I Dr. Pepper I on radio, and Hi d Town (I. ever i. Hollywood Junior Circus I Holly wood candy), and Gene luti ) on T\ . Barry keeps a check-rein on the agency by living in New York City. You'll see him at his office on the hottest summer day, but as soon as the first snowfall, the bonefish better go into hiding because Barn is ITorida-hound. * • • 58 SPONSOR No matter how you slice it... Alibis won't feed the kitty, or fill the cash register. And if you have to give your customers alibis instead of the particular brands of merchandise they want, it's bad business all around. Impartial surveys show that among your own customers, the preference for makers' brands is 8 to 1! They won't buy alibis, substitutes, "just as goods," or whatever you call them. As brands mean satisfaction to your customers, they mean money to you. Well-known, advertised brands pre-sell your customers before they set foot in your store. Give your customers what they ask for — it's bad business to substitute 3 DECEMBER 1951 The prestige and reputation of these makers' brands guarantee high standards of quality— assure fewer adjustments, markdowns, or complaints. And, of course, products so well known and trusted move faster, turn over and over to increase your profits. That's why you make your business stronger when you keep the force of famous brand names behind your selling. Let your customers know they can get from you the brands they know and want. Why be content— or expect them to be content— with anything less? A///yL# ^ydu/u/a/eofp I NCORPOR ATED A non-profit educational foundation 37 WEST 57 STREET, NEW YORK 19, N. Y. 59 RANGERS First-Run, First-Produced— with the same action, the sat impact of the famous radio show of the same name! 1 Half-hour episodes— each a complete story. 2 Allows for 5 product identifications includin time for Full-Length Commercial spots. 3 Authentic stories from files of Texas Raugrr^ with a ready-made audience. 4 Heavy promotional hacking. NBC-TV FILM SYNDICATE SALES 30 Rockefeller Plaza, New York, N.Y. • □ Rush complete information and prices on "Texas 1! angers" and • • "Dangerous Assignment." . □ Express postpaid: Auditior film "Tales of the Texas Rangers." • • Audition film, "'Dangerous Assignment." . Name ke first time! "TALES OF THE TEXAS RANGERS" now available for local and regional TV programs This top-rated, big-time show offers all the advantages of a network production. Mail coupon above for exclusive programming in your area! Just about every business in every market wants to get into TV. Unfortunately, though, the average firm with limited product distribution can't compete with national advertisers . . . they run up against prohibitive cost and waste coverage. The answer? NBC-TV Films. Take the latest development— the offering of major shows like "Tales of the Texas Rangers" and "Dangerous Assignment" for local and regional sponsorship on a long-term basis. They're already established through radio . . . and they've been getting high ratings, a good big share of audiences everywhere! We suggest you bring these shows to the attention of your better prospects. Perhaps there's a baker), a soft drink distributor, or a laundry for "Texas Rangers." And if there's a brewer in your market, how about Brian Donlevy's "Dangerous Assignment"? Phone, wire, or send coupon above for immediate action— for prices in your market and audition film. Don't Delay— Mail this coupon today! BC-TV FILM SYNDICATE SALES 30 Rockefeller Plaza, New York, N.Y. IVlil'M George W. Brett, of the New York Katz office, can show you where one new dwelling unit has been built for each 6.6 persons in Greater Miami during the past five years — against a national average of one unit for each 30.8 persons. IS From the desk of GEORGE BRETT: S Sixth in the nation in per capita wealth, the people who live in these homes listen more to WGBS— still delivering the bil- lion-dollar Miami market for less than any other medium or station. MIAMI FLORIDA G2 REPORT TO SPONSORS for 3 December 1951 (Continued from page 2) Programing for love-starved is developing trend via airwaves Pitching woo to love-starved via air waves, a la radio's "Lonesome Gal," is coming vogue. Newest sponsor to enter f luttering-heart-sweepstakes is Burlington Mills (for its Cameo hosiery). In new year (via Hirshon-Garf ield, N.Y.), it bankrolls, at cost of $150,000- plus, 39 weeks of new 15-minute show, "The Continental," on TV web not yet an- nounced. M.c. of 11:00 p.m. show is suave, mono- cled, wavy-haired Italian actor, Renzo Cesano, who's been making females swoon over KNBH, L.A. NBC has asked packagers Masterson, Reddy & Nelson for audition, with 5-times weekly radio version in mind. To turn tables on high costs keep close check on prop buying Need for sponsors to keep close check on procure- ment of props for their TV shows was highlighted by recent episode. Major hard-goods advertiser was sponsoring TV show that called for many tables in one scene. Network got high bid which sponsor was able to cut substantially by renting tables on its own from lower-cost outfit. Ex-FBI spy in Communist Party now seeking job "clearing" talent One 39-year-old ex-FBI employee, who for 9 years was paid $100 weekly by FBI to work as bartender in Communist Party, recently sought job "clearing" talent accused of Red ties with one network. He was turned down. But he told SPONSOR he still hopes to get "Red clearing" post with one of other webs, feels his experience can help prevent public-rela- tions difficulties like recent Elmer Rice blast against Celanese by weeding out just from unjust accusations. Lever Bros, going all out to push Rinso jingle contest Lever Brothers is merchandising to hilt its current Arthur Godfrey $125,000 Rinso jingle contest (via Ruthrauff & Ryan). During 4-week run of contest, it gets full play over "Arthur Godfrey" CBS-radio, "Big Town" on NBC-radio and CBS-TV. Further hoopla comes from ads in 109 newspaper-comic sections, dealer contests, posters, tie-ins with local West- inghouse Laundromat dealers. Prizes include 400 Laundromats, $10,000 jackpot. SPONSOR New skyway spans nation with words and pictures On September 4, the Japanese Peace Treaty Confer- ence at San Francisco was flashed by gRrtf/iv .^v/ay and coaxial cable facilities to viewers throughout the nation, and coast-to-coast television was a reality. This transmission of pictures across the United States has been made possible by the new transconti- nental @leu£io-8Rel(Xty system of the Long Lines Department of the American Telephone and Telegraph Company. Behind this system are years of research and millions of dollars. Special equipment had to be designed and built. Personnel had to be trained in its special use. Today, the value of the Bell System's television net- work stands close to $85,000,000. Yet the charges for the use of this network are low — averaging about 10 cents a mile for a half-hour program. This includes both video and audio channels, all station connections, switching and local channel charges. Providing transmission channels lor the radio and television industries today and tomorrow. STATION BREAKS [Continued from page 11 i Station reps generally seem to be rid- ing with the trend to minute announce- ments "if advertisers want minute an- nouncements, sell 'em minute an- nouncements." And advertisers, par- ticularly those with new products, feel that station breaks are just too short to "educate' the prospective buyer and at the same time build him up into a slight frenzj to buj the product. This strategy on the part of major advertis- ers started a game of "follow the lead- er. Several stations represented by CBS Radio Spot Sales, however, are active- 1\ seeking to reverse the trend. They are offering special inducements such as package discounts and local talent tie-ins to prospective buyers of station breaks. And most station reps agree that sta- tions would be wise to help revitalize the station break business. Comparison was made to the similar situation with one-minute announcements sever- al years ago. "Stations approached the one-minute problem vigorously by building disk jockey shows and home- WDBJ FOR ROANOKE AND SOUTHWEST VIRGINIA The million people in WDBJ's coverage area will earn nearly a billion dollars this year. Here's WDBJ's family cover- age, according to the 1949 BMB: Day — 110,590 jam Hies in 36 counties Night — 85,830 families in 31 counties and 3 to 7 days weekly Day — 90, 320 families Night — 66, 230 families AND in Metropolitan Roanoke WDBJ's average share-of-audience is from 50.8 to 74.4 percent of total sets in use from 8:00 A. M., to 10:00 P. M. (C. E. Hooper — 23,191 coincidental calls Dec. 1950 through Feb. 1951.) For further information: Write WDBJ or Ask FREE & PETERS! WDBJ Established 1924 CBS Since 1929 AM — 5000 WATTS — 960 Kc. FM — 41.000 WATTS — 94.9 Mc. SOUTHWEST VIRGINIA'S Pcottee* RADIO STATION maker hours ... by offering extras of added time and local personality deliv- ery," commented a leading station rep salesman. ABC and Mutual also creat- ed co-ops as vehicles for one-minute announcements. NBC recently has opened up one-minute "adjacencies" to five nighttime sustaining programs. CBS, Mutual, and ABC all have such slots available. But most stations today offer no in- centive to buy station breaks. Rate cards read, "announcements, one min- ute or less" and the price for all lengths is the same. Advertisers justly ask: "Why should I tell my story in 20 sec- onds when I can do it in 60?" Also, daytime minute "slots" in TV markets generally have as good ratings as night- time station breaks, and they cost about half as much. Several CBS Radio Spot Sales repre- sented stations are meeting these prob- lems with package discounts. WEEI. Boston, for instance, offers a 10% dis- count for a three days-a-week schedule, 20% for six-days-a-week, plus a 5% discount on a 26-week contract or a 10% discount on a 52-week contract. In addition, an advertiser gets another 25% discount if he buys 21 or more announcements a week. Guy Cunningham, head of presenta- tions for CBS Radio Spot Sales, ex- plained that there were other special inducements, including announcements recorded by top local talent and five- second announcements at 50% of full station break rate. The local talent "extra" can pay off handsomely. Cedric Adams, CBS- WCCO's star on-the-air salesman, re- corded 20-second announcements for Blue Cross-Blue Shield. They were aired nightly for a month. Some 3.000 listeners wrote Adams for information on enrolling in the health insurance plan. Responses came from 500 indi- vidual towns in Minnesota, and from ](}0 other towns in seven neighboring states. In addition. 9.000 letters and telephone calls were received by the Blue Cross-Blue Shield office. (The suc- cess of this campaign has led them to purchase a half-hour show on WCCO, Dinner at the Adams' ', also featuring Cedric Adams.) Inherent nature of the station break is to sell hard. They drive home the big feature, the main appeal of the product with a walloping blow. They should do it with clearness and con- < iscness; they should do it with dis- 64 SPONSOR Shortest distance between buyer and seller . . . pinpointed to the national advertiser and his advertising agency. For complete data, write Norm Knight at 510 Madison Ave., New York 22. • • ONLY ONE STATION COVERS • 22 cities • 428 towns *a compact market of 54 counties in Eastern New York and Western New England whose population exceeds that of 32 states • 54 counties • 2,980,100 citizens • 840,040 radio families • only NBC station • more people than 32 states • more goods purchased than 34 states • more spendable income than 36 states WGY the CAPITAL of the 17th state A GENERAL ELECTRIC STATION REPRESENTED NATIONALLY BY NBC SPOT SALES tinction to catch listener attention im- mediately— points stressed by a top agency copywriter. The telephone ring followed by "Hel- lo, Breyer's calling — ", "Whiz-z-z, best nickel candy there iz-z-z!", the whim- sical boy-and-girl conversation for Life Savers, the talking train whistle for Bromo-Seltzer are just a few of the announcements that combine an atten- tion-getting device with their sales message. Schwerin Research Corporation stud- ies emphasize the importance of avoid- ing the temptation to try to put over too many sales points. Generally, only the brand name and one idea associat- ed with it can be gotten across effec- tively. A kind of "mental indigestion'" in the listener takes place when too much is crowded into the announce- ment. Schwerin tests (charts on page 40) reveal that only 57' < of the audi- ence remembered the brand name in "We have a definite respect for radio and will continue to use it to the utmost as long as radio continues to do a good job." ROBERT J. FABACHER Adv. Mgr.. Jackson Brewing Co. • ••••••• an over-complex announcement, where- as 70% remembered the brand name in an uncrowded one. Schwerin studies have also shown: 1. That longer commercials are not necessarily better remembered. A lab- oratory experiment on this point re- vealed that in two cases where the test copy was cut down from three full min- utes to one minute there was no sig- nificant difference in audience remem- brance of claims made. The extra time was not effectively employed. For ex- ample, three-minute Commercial A was remembered by 94% of the audience. But when Commercial A was cut down to one minute, it was remembered by 91 ' < of the audience. 2. That placing a commercial with- in a program does not automatically gain higher remembrance. Commer- cials can borrow from shows, but a great main of them do not. In some cases, non-identity of mood between program an dcommercial seems actual- ly to have lowered effectiveness of the announcement. 3. Under the above conditions, sta- tion-break announcements often stand a good chance of doing as good a job as longer announcements — thev deliver 66 SPONSOR their message in a concentrated man- ner, and only a minority of "program commercials" are at present succeeding in borrowing effectiveness from the shows they are in. Station breaks generally use less than half the wordage of minute announce- ments. Rate cards usually specify 15 to 50 words for station breaks, 125 words for one-minute announcements. WHEN should station breaks be used, and WHY? HOW MUCH do they cost? Most frequently named uses for sta- tion breaks, because of their suitabil- ity to light or heavy repetition, were: to stimulate buying action ... to build brand acceptance ... to announce a product improvement or a package change ... to take advantage of a holiday or seasonal tie-in ... to create demand in desired retail outlets. To cite just one example of the ef- fectiveness of station breaks used in a saturation campaign, Continental Trail- ways bought 21 announcements on KNX, Los Angeles, weekly for four weeks. During the campaign a small branch office reported a 700% increase in bookings. Station breaks have been continued by Continental Trailways. Flexibility was the second most pop- ular "reason for use" named by agen- cy and station rep sources. An adver- tiser can pick his audience — male or fe- male, adolescent, child or adult, citv or rural home and according to interests — symphony or popular music, comedy or drama, and so on. Advertiser can also pick the time of day or night, day of week or month, hot weather or a blizzard, and city, state or region. Prestone Anti-Freeze's "floating" schedule of announcements, tied in with freezing weather predictions, util- izes the flexibility of station breaks and their unique ability to meet special needs of advertisers. Prestone has gone into 200 major markets throughout the country with six and eight-second an- nouncements. They have complete run of schedule within the time limits of 0:00 to 8:00 a.m. in all markets and from 6:00 to 10:30 p.m. in non-TV areas. What kind of monev must an adver- tiser have for station breaks? Satura- tion schedules can be fitted to budgets ranging from $200 to $2,000 a week on individual stations. For a six-a-week schedule on KNX. Los Angeles, advertisers can now buy Class "A" five-second announcements To a time buyer who missed these items in the papers It's just possible that you didn't see this in the Prairie du Chien papers. So we quote: "John Pettra, owner of the Zoo, has been using radio advertising this summer and fall to let people know that he has an outstanding attraction right in their own backyard. It has paid off in big dividends. If you are doubtful, drive down that way any Sunday afternoon and see for yourself the number of people who came here to see the Zoo. Mr. Pettra gives a large share of the credit for his influx of visitors to Station WMT of Cedar Rapids." Prairie du Chien is in Wisconsin, 98 miles northeast of us. The Zoo's three floating spots a week cost about as much as elephant feed, namely peanuts. While we're on the subject of news items, did you see the UP release which related how some folks out this way worked themselves into a lizzie about certain belly dancers at the State Fair? There was talk which questioned whether or not that particular sort of muscle control offered the right kind of evidence of Iowa's greatness. One of the Fair young ladies said she had no apologies to make, and several fair-goers allowed as how they agreed with her. Far as we're concerned, we'd cut off our legacy before getting mixed up in such controversies. Whatever figures you look at, Iowa is richly endowed, and WMT caresses Iowa ears like corn-on-the-cob. Statistic: Iowa cash income from corn (1950), $203,267,000. What wasn't converted into cash went into hogs which were worth $781,498,000. What went into people isn't known, since exact corn-on-the-cob figures are not available. But for data on what can go into, and come out of, WMT, please see the Katz Agency rep. 5000 WATTS, 600 KC DAY AND NIGHT BASIC CBS RADIO NETWORK REPRESENTED NATIONALLY BY THE KATZ AGENCY 3 DECEMBER 1951 67 from $43.20 per announcement, under k\Y> new discount plan. Here arc mure station break rates: ( lass " \" Class "C" (night) (day) KFRC San Francisco Base l-time $44.00 S22.00 Maximum 520-times 17.00 WRY 00-w, Oklahoma City) Base |-time 33.00 31.00 Maximum 468-times 21.45 20.15 kl)k\ (50,000 -w. Pittsburgh) Base l-time 90.00 Maximum 1,000-times 63.00 KYW i -,11.0(111 u. Philadelphia) Base i Maximum 1,000-times 42.00 24.50 VVW1 i i] leans Base l-time 65.00 Maximum 800-times 45.50 24.50 That station breads have their own special place in the broadcasting pic- ture and deserve re-appraisal now is evidenced b\ alert advertisers who are combining station breaks with one-min- ute announcements and oi with televi- sion. After using both radio and TV dur- ing the past year, a large New England regional advertiser has come up with this successful formula — five "quickie announcements per week on TV and 21 -tat ion break announcements per week on six radio stations in the market. • • • PROGRAMING GRIPES [Continued from page 35) ing is not the by-product of diseased selling. \\ hat chance does the program director have — granted that he does possess a sense of relative values in good programing — when the almighty dollar and the shaky accomplishments of a sponsor-worshipping salesman de- termine what goes on the air? Why all this fear of sponsors, anyway? We have found very few that would not listen to reason if diplomatically edu- cated in the limitations as well as the broad expanse of radio and radio ad- \ ci lising. ^i-**1 188 „ Avenue Madison A«« Sew York 2« N V October 31. 1950 Inc. Phil Davis, 1650 Broadway ^ He, Y.ork 19, Dear Phils ^^ note s -»r« -« ■su-"tt On*.* MB>*»- SWcer.1V V""9' t jr of Ra dio-TV Ineo Gannon D0 Musical Commercials for Radio and TV PHIl DAVIS MUSICAL ENTERPRISES, INC. 1650 BROADWAY, NEW YORK 19, N. Y. • COIumbu, 5-8148 It may be true that program direc- tors are responsible, at least in part, for the self-opinionated, cloistered pro- graming that stupefies the nation's air- waves. But "diseased programing,'" like any other cancerous growth, has spread through the years beyond the confines of the program department; and many other branches of radio can be blamed along with the P.D., regard- less of his personal crimes against the hand that feeds him. Good production is a worthy goal but, there again, a new possibility arises. The small station, we know from experience, may be so fired with the zeal for good production that it im- ports one of those awesome genius-type fellows who assault the air with obtuse, neurotic one-man creations that only they and their forced-into-it wives un- derstand. Too many local stations, we fear, have midget Corwins in their hair and the listener is the one to suffer — until be learns there is better listening at the other end of the dial. Nor can we see entirely eye-to-eye with Hotchkiss on the construction of "simple, honest informa'ive shows around 'fundamentals' such as home building, gardening, health, baby care, fishing, business — farming them out to non-radio people who are experts in each of these and many other fields." We have a few such "non-radio" types on our own station and, between bark- ing into the tender mi'^e and running three minutes ahead of or behind time — from their total inability to grasp ihe few simple fundamentals of effec- tive public speaking — all thev do for us is drive us back to the waiting net- work line which Hotchkiss decries. The net, though sometimes lousv, is at least lousv in a professional manner. Now in our eleventh year of radio, we discover with each new day how much we have yet to learn. If. along with our program direc'ors, the rest of us here in radio would descend from our agency-blueprinted lowers and ap- pioach the people on their own terms, all our programs would be better re- ceived— whether live or tared, spoken, sung, or played on a zither! There are certain schools of art and music which produce precious brain- children purely for their own self-adu- lation and for the synthetic praise of a few similarly off-beat friends. The same may be said for much of what ' lgs up in radio to drive another in its coffin. * * * 68 SPONSOR RADIO COMMERCIALS (Continued from page 561 ed commercials in the last decade, I've all too few recollections of intelligent announcers, such as Dick or Nelson. on the other side of the glass window. What points we were trying to make in our copy, men of the Stark-Case caliber were sure to understand and dem- onstrated same in their delivery of the announcement from the very first read- ing. Their emphasis came at the right places and sounded precisely like nor- mal conversation. Every now and then there'd be a suggested change in the wording by the announcer so he could do a better job of putting across the ideas about which the copy was writ- ten. When you have the privilege of working with people like this, you come to realize that they themselves are copy- writers. There is no doubt in my mind that Dick Stark with pencil-in-hand could write a topnotch piece of copy TREBOR 18 THOUSAND TELEGRAM REQUESTS . . . tell their own success stories Bob Trebor's "BEST BY REQUEST" is the highest rated local afternoon disc jockey show. Listeners have sent in 18 THOUS- AND telegram requests in years. IN ROCHESTER. N. Y Represented Nationally by THE BOLLING COMPANY out of his years of experience in the medium. But even without the pencil. whether ad lib or strictly from the script, he can create copy by his ju- dicious use of inflection, emphasis, and even unseen gesture. The result of this kind of talent can only lead to a better announcement. So in these days of trying to make radio work harder than ever. I thought. Norm, I might do a short piece on in- telligent announcers. What say you? Regards, Bob Mr. Bob Foreman BBDO 383 Madison Ave. New York 17, N. Y. Dear Bob: Okay! Norm OYSTER SHELL {Continued from page 31) 1945; 11 were added in 1946 through 1948; 16 were added in 1949; more than a dozen in 1950-1951. Radio bud- gets have jumped from an original $2,000 annually to the present $40,000 at the rate of about $750 per station as each one was added. By sticking to just one form of spot radio, and leaving its agency relative- ly free to make improvements in meth- od, Oyster Shell Products has been re- warded with a singularly effective com- mercial technique. Cecil & Presbrey has managed to test out everything from straight copy to singing jingles and sound effects during the 10 years in which it has serviced the account. Result: the announcements have been modified, improved, and dramatized until they are real productions, and really hit hard at the farm market. Like the French proverb about "the more things change, the more they are the same." the Oyster Shell Products e.t. announcements are still basically true to the firm's original air advertis- ing approach. Here's a typical one in the latest series: MUSIC: A bright, carousel-type Strauss waltz. Out behind: AN NCR: That's the P-B Carousel . . . the Pilot Brand Carousel! WOMAN: P-B also means a Poultry Bonus — extra profits from your flock when thev get all the Pilot Brand Oys- ter Shell they need. Why WFBR is in Baltimore •NO I OF A SERIES aiJBttOO CLUB 1300 is the big participating program in the Baltimore area! Big- gest average ratings for the full seventy-five minutes, biggest mail pull, biggest studio audiences, biggest in every way. CLUB 1300 success stories are legion. Ticket requests are fabulous. Audience loyalty is tremendous! Get aboard CLUB 1300 for your share! Ask your John Blair man or contact any account executive of . . . 3 DECEMBER 1951 69 Starting December 1, 1951 Greater Youngstown Welcomes NBC PROGRAMS THF MARKFT 33rd in Population 34th in Eff. Buying Income 37th in Ketail jaleb iData from SALES MANACEMENTi THE NEW NBC MEDIUM 5000 Watts • 50,000 Watts-FM WFMJ YOUNGSTOWN, OHIO BMI SERVICE Service is one of the basic theme songs of BMI. Broad- casters in AM, FM and TV are using all of the BMI aids to programming . . . saleable and useful program continui- ties, research facilities, expert guidance, in music library operations, and all the other essential elements of music in broadcasting. Along with service to the broadcaster, BMI makes avail- able to its 2,875* licensees a vast and varied repertoire ranging from rhythm and blues tunes to classics. BMI is constantly gaining new out- lets, building new sources of music and constantly expand- ing its activities. The BMI broadcast licensee can be depended upon to meet every music requirement. •As of Nov. 26, 1951 1. Coverage 2. Circulation 3. 4. Impact Penetration 5. 6. 7. Acceptance Loyalty Leadership You g et them all on 74e /lit TtUtfa Station* ll«iBH:lilil BROADCAST MUSIC, INC. 580 FIFTH AVE., NEW YORK 19 NIW YORK • CHICAGO • HOLLYWOOD 5000 Watts 250 Watts Night & Day Night & Day MISSOULA ANACONDA BUTTE MONTANA ;/// //Lr as some of those we handle. "You might think that Oyster Shell's 52-week renewals for the same thing. year after vear, keep most station reps from offering us anything new. How- ever, thev all know the account, and they do offer us a lot of good time slots. When we buv. we do it careful- ly, and we take our time. "I guess as far as a station is con- cerned, the Ovster Shell spot business is practically prestige business. When we go in, we go in for keeps." * * * MR. SPONSOR ASKS (Continued from page 49) We find radio is very effective in creating brand preference and identi- fication so that when you combine a good, strong radio campaign with a promotional newspaper campaign you get a ven powerful combination. Ra- dio has always figured to a very im- portant degree in all Robert Hall ad- vertising because of the terrific mass coverage and its daily impact in a market. We find that every time we open in a new market radio offers the best means of quickly and effectively informing the new Robert Hall shopper. A continued year-'round campaign on radio has definitely established Rob- ert Hall svnonvmity with quality cloth- ing. In addition our radio campaigns help to strengthen individual promo- tions run in newspapers. Our air ap- proach is the Robert Hall jingle which quicklv established the name and pol- icy of Robert Hall in the minds of lis- teners. At present. Robert Hall is ac- tive radiowise in over 70 cities from coast to coast and in 98T of these cities radio is used to an extremely heavy degree. Jerry Bess Vice President Frank B. Sawdon, Inc. Neiv York 3uA Meet Youngsteadt WPTF's New Sales Manager And when you meet him. you've met a man who knows his way around in sales and advertising. Gus Youngsteadt talks from a background of 22 years in ad- vertising and sales promotion. He knows North Carolina and the WPTF coverage area like a book. He knows the habits and customs of the people — when they work, when they listen, what they like, and how to make them part with their money. WPTF and Gus Youngsteadt is an un- beatable combination for selling Raleigh, Durham and Eastern North Carolina. BS in Business Administration, University of Tennessee Advertising Major Ten Years. Sales Promotion The Term. Elec. Pr. Co. Tuo Years. Account Executive Purse Co.. Adi. Agency Four Years. Ass't Adi. Mgr. Carolina Pr. & Lt. Co. Six Years. Adv. & Prom. Mgr. 11 PIT Radio Co. WPTF also WPTF-FM 50,000 watts 680 kc NBC Affiliate for RALEIGH-DURHAM and Eastern North Carolina National Rep. FREE & PETERS. Inc. GUS YOUNGSTEADT, Sales Manager R. H. MASON, General Manager 3 DECEMBER 1951 71 WATCH OUR SPACE for S'p'e*e'd'y THE PIONEER PUBLIC UTILITIES (Continued from page 37) stations, and in talking to station reps, network co-op departments, transcrip- tion firms, and utility admen. sponsor learned that three basic program categories — radio-TV news- casting, dramatic shows, and the vari- ous "service" shows — accounted for over three-fourths of the program oper- ations on the air for electric and gas public utilities. The remainder was tak- en up with a wide variety of other types of shows, from music and quiz show- t<> forum programs and "Mr. & Mrs."-type shows. (For exact break- down, see chart on page 36.) The reasons electric and gas compa- nies have for advertising are a good deal less varied than the air methods used. With variations in emphasis, utilities advertise for only three basic reasons — to promote their product and themselves, to do an institutional pub- lic relations job, and to sell. Here's what 164 representative elec- tric, gas. and combination gas-and-elec- tric firms told the Public Utilities Ad- vertising Association about how their ad dollars were divided between the "Big Three" motivating factors: Motive Average % of budget Promotional — . 45.9% Institutional 34.0% Sales 20.1% TOTAL 100.0% This is a broad picture. The size of the company, tht geographical area, whether or not the company also sells gas or electric appliances, whether or not it is directly competitive with "gov- ernment power" projects — all these will make changes to some degree. But these are the main directions taken by the radio and TV commer- cials of utility advertisers at the local level. Radio and TV are used to help electric and gas firms in the general promotion of the use of electricity and gas in the home, by stressing advan- tages and service. Broadcasting helps to do a community public relations job, ;iikI to clear up "areas of misinforma- tion" regarding utilities. And, more so lor gas companies than electric, it does a straight selling job on potential customers. SPONSOR has found a strong relation- ship lietween the size of a utility firm and whether or not the commercials do a selling, or a public relations job. For instance, New York's Consolidated Edi- son I ompan) — one of the world's larg- est power companies, serving 8,500,- 000 people — does its airselling only by indirection. "Con Ed" sponsors a twice-daily film newscast series, Tele- pix, on New York's WPIX which has all the expensive preparation of a net- work show. The New York firm, which also sells gas and steam, also sponsors a nightly five-minute weather telecast, Weatherman, on WNBT. Both shows use the low-pressure approach, and combine the "information" aspect of good news and weather shows with a considerable amount of information about Con Ed and the usefulness of gas and electricity. Medium-sized utilities are prone to inject more of a direct approach into their commercials, and the smaller firms often go all-out in their selling. This is quite evident in an examination of the more popular forms of local util- ity spot radio and TV. The Louisville Gas & Electric Company, for example, keystones its air advertising efforts with two well-promoted evening newscasts, on stations WKLO and WINN. Then, it rounds out its balanced campaign with a service program. Woman s Way, on Louisville's WAVE and recorded music shows — one popular and one semi-classic — on WKYW and WGRC. The Louisville utility makes the ap- proach fit each show, aiming part of its message at housewives on its serv- ice show, part at the young married set, on the popular music, and part at offers you COMPLETE COVERAGE and CONSTANT LISTENERSHIP to sell ENGLISH SPEAKING QUEBEC 12 SPONSOR the over-all family audience via news- casts. Commercials are basically insti- tutional, but Louisville Gas & Electric — like many other firms of about the same size — injects plenty of salesman- ship in selling Kentuckians the values of electricity and gas. By contrast to the dignified, "com- munity service" TV news approach of a firm like New York's Con Ed, local- level broadcasting has many examples of air news usage like that of the Ap- palachian Electric Power Company in Ciarleston. W. Va. Appalachian's air advertising is at work before most city folks are even awake. The firm spon- sors a 7:00 a.m. portion of a WCHS show called The Clockwatcher, a cheery mixture of news, farm reports, and re- corded music. WCHS's Harry Brawley reported to sponsor: "The sponsor is trying to help dealers sell electrical ap- pliances, such as eelctric ranges and electric water heaters. The earlv-morn- ing hour was selected in order to hit many of the rural areas in West Vir- ginia which may only recently have f it e i<; If the rating on our completed 13 Craig Kennedy mystery shows starring Donald Woods, filmed especially for television, does not beat the rating of any mystery-detective TV show at end of 13 weeks (comparable time) in any city, we offer your sponsor 2nd run at no charge for show. Immediate Delivery first 13 i/s-hour TV films completed Adrian Weiss Productions present CRAIG KENNEDY CRIMINOLOGIST Starring DONALD WOODS as CRAIG KENNEDY with Sydney Mason and Lewis G. Wilson Available For National-Regional or Local Sponsorship LOUIS WEISS & COMPANY 655 N. Fairfax Los Angeles 36, California Phone: WEbster 5287 Write-Wire-Phone • Screening Prints Available been electrified. Recently, the sponsor told us that the program had sold elec- tric water heaters so well in a special promotion that our district won first place in a sales campaign." Shows aimed at the rural audience, a great and growing consuming market for utilities, are becoming an increas- ingly important part of many utility air campaigns. Until early this year, for example, the South Carolina Elec- tric & Gas, Company had been using va- rious recorded popular and semi-classi- cal music shows on some eight South Carolina radio stations. Then, in Feb- ruary 1951, the firm dropped its music show on one of its key stations. WPAL in Charleston. S. C. Into its place went a folksy blend of farm news, produce and livestock prices, and farm market **To point at television is like pointing at a jet plane — it has passed out of sight while yon raise an astonished fin- ger *« CHARLES A. SIEPMANN In "Radio. Television and Society'' • ••••••• reports. The new program, featuring WPAL farm director Warren Phillips as commentator, is beamed squarely at the noontime peak of farm listening, al- though the approach is on a very in- stitutional level. Replied WPAL to sponsor's survey questionnaire: "It's felt both by the client and ourselves that, since the new program offers a real service to farmers and cattlemen, considerable good will and consumer 'friendliness' toward the company can- not help but follow." Newscasting. primarily in radio and more latelv in TV. has a strong appeal to all types and sizes of utility firms. Most find that it draws a good, steady audience, and matches well with either institutional or selling approaches. In most cases, it is not expensive. All types of locally-produced news shows, news commentaries, combination news- and-weather shows, and farm news programs are now in use. It's interest- ing to note that one of the fastest-grow- ing local-level segments of utility news- casting is the use of network co-op newscasts. Here's a representative sam- pling of some of the electric and gas firms usins: radio news co-ops: Florida Public Utilities & Flo-Gas Corporation with World News Roundup (NBC) on WEAT. Lake Worth. Fla.: Tucson Gas. Electric Light & Power Company, with H. V. Kaltenhorn I NBC) on Tucson's KVOA; Dakota Electric Company with Morning Man HOWARD "CACTUS" WILKERSON'S 'RECORD RANCH" 7:15-8:30 A.M. — Mon. Thru Sat. Arkansans like good Western Music . . . and they really go for Howard "Cactus" Wilkerson's morning roundup of tunes, time and temperature before they head for work. (Little Rock city bus line reports peak hours of passenger travel from 7:30 to 8:30 A.M.). Whatever you're selling . . . from Apples to Rippers ... let "Cactus" tell 'em and sell 'em! Still some time avail- able . . . but 't won't last long! Phone, Write or Wire GLENN ROBERTSON. Manager, KVLC, for Details and Availabilities ... or contact RADIO REPRESENTATIVES, INC. 3 DECEMBER 1951 73 TWO TOP CBS STATIONS TWO BIG SOUTHWEST MARKETS ONE LOW COMBINATION RATE KWFT WICHITA FALLS, TEX. 620 KC 5,000 WATTS KLYN AMARILLO, TEX. 940 KC 1,000 WATTS When you're making out that sched- ule for the Southwest don't over- look this sales-winning pair of CBS stations. For availabilities and rates, write, phone or wire our representatives. National Rapreientatlve* JOHN BLAIR & CO. MBS's Fulton Lewis., Jr., on KGCX, Sidney, Mont.; Western Kentucky Gas Company with Cecil Brown (MBS) on \\<>\ll. Owensboro; Georgia Power & Light Company with Cedric Foster (MBS I on Valdosta's WGOV and the Lake Superior District Power Compa- ny with Cedric Foster on WATW, Ash- land. Wise: Alabama Gas Company with Edward R. Marrow (CBS) on Birmingham's WATI; Ohio Edison Company with ABC's Headline Edition on WMRN, Marion, Ohio, and the Lan- caster Electric Company with the same news series on WLAN, Lancaster, Pa.; and the Consumer's Gas Company with Elmer Davis (ABC) on WEEU, Read- ing. Pa. This is far from a full list, but it serves as an example of how widespread and diversified the use of newscasting has grown in utility ad plans. The use of dramatic shows — mostly of the transcribed and co-op variety in radio, and the feature-film type in TV —is on the increase, too. in local util- ity air use. ECAP has played an influ- encing role here, pointing the way with their use of the light, frothy Corliss Archer series on CBS radio. Two ECAP firms, the Carolina Power & Light Com- pany and the Southwestern Public Ser- vice Company, for example have both recently started widespread dramatic air campaigns over and above their ECAP contributions. Both firms are sponsoring a Fred Ziv transcribed show. Bright Star which has much the same comedy-drama appeal of Corliss. Carolina P&L sponsors the show in some 20 markets in the Carolinas, and Southwestern uses it to cover a wide- ranging 10-market territory in Texas and New Mexico. Other firms, like Ok- 'ahoma Gas and Electric Company with the ABC co-op Mr. President on Okla- homa City's KTOK, and Portland Gen- eral Electric Company with M-G-M Theatre of the Air transcriptions on KGW. Portland. Ore., have found that air drama collects plenty of listening ears. Oklahoma G&E. by the wav, also "Des after video drama lovers with the Rimed Story Theatei on WKY-TV, as does I tali Power & Light Companv with Electric Theater on KDYL-TV, Salt Lake ("ii\ . Programs of a "service" nature — homemaking, cooking, sewing, child >air. fashion hints — and aimed pri- "ii.ii i I \ ai women are an old storj lo public utilities. In the laic l')20*s and earlj L930's, thej nourished widely in local radio for local utilities, at a time when many modern kitchen appliances were just being introduced. They did a good job of selling in their day, but practically died out by the late 1930's. With the advent of TV, they have bounced back into many a utility firm's budget, since the visual aspect lends itself marvelously to low-pressure sell- ing of electrical and gas appliances and gadgets. Besides, a good TV program helps create more TV fans, who buy TV sets, and thus use more electric current. Some of the more representa- tive examples of "service" shows on the air both in TV and radio, would include: Consolidated Gas Company of Baltimore's H omemaher s Roundup on WMAR-TV, aired directly from the Baltimore utility's own Home Service Bureau model kitchen; Philadelphia Electric Company's Television Kitchen, featuring the firm's well-known home economist, Florence Hanford, on WPTZ; Potomac Electric Power's El- eanor Lee show each morning on Washington's WTOP; and Un'ted Fuel Gas Company's radio Mainly (or Wom- en on WSAZ, Huntington, West Va. Other firms have found that music, still a radio stronghold even in major TV areas, does an equallv-good trick in reaching consumers at low cost. The Cleveland Electric Illuminating Com- pany, for instance, has been reaching its customers for nearly five vears with Ten O'Clock Tunes, aired at 10 a.m. on S^" & WW — "Bin m 4 Reasons Why The foremost national and local ad- vertisers use WEVD year after year to reach the vast Jewish Market of Metropolitan \o\v York I. Top adult programming 2. Strong audience impact 3. Inherent listener loyalty 4. Potential buying power Send for a copy of "WHO'S WHO ON WEVD" HENRY GREENFIELD M in. i in Uirerlor WEVD 117-119 West 46th Sr., New York 19 74 SPONSOR WGAR and at 10:00 p.m. on WHK. Cleveland. Philadelphia Gas Works uses the transcribed Guy Lombard o Show on WCAU. But, it doesn't have to be "Hit Parade" music to do the job. On the West Coast, the Southern California and Southern Counties Gas Companies have been using a classical and semi-classical Evening Concert (two hours nightlv, except Sunday) on Los Angeles' KFAC. Other firms use all tyoes of recorded and live, tran- scribed and co-op musical shows to reach everything from the farm audi- ence in the early morning to late-night metropolitan ears. Whether it be prestige shows — like Southern Colorado Power Company's sponsorship of Americas Town Meet- ing on Pueblo's KGHF — or a folksy show — like Southern Utilities Compa- • ••••••• "TV will probably be absorbed — as was radio a number of years ago — without eliminating other major forms of ad- vertising media." DANIEL M. GORDON V.P., Media Director Ruthraiiff & Ryan, Inc.. IS. Y. • ••••••• ny with Tell Your Neighbor on KBIZ. Ottumwa. la., the utilities" air use to- day has a purpose. It's moving up from the advertising "basement" on electric light and gas company media lists, and into a position as one of the most effective and low-cost ways to get across their advertising messages. Striking proof of this efficacy can be seen in the fact that even the public power companies, which most business- managed utilities view with some ap- prehension as a brand of "creeping so- cialism," are using the air. Not long ago, the Metropolitan Utilities District of Omaha went on WOW, Omaha with a heavy spot announcement schedule to promote gas appliances. Its electrical neighbor. Omaha Public Power Dis- trict, went on the same station with a saturation announcement compaign, de- signed to help dealers sell more ap- pliances and TV sets. Manv other gov- ernment-controlled and public power projects are either on the air, or are planning to use it for business or pub- lic relations reasons. As one adman for a large Eastern public utility summed it up for SPON- SOR: "There was a time when manv electric and gas companies used to wonder why on earth thev should spend any money in broadcasting advertising. Now, many of them are wondering how they ever got along without it." * * * DOLLARWISE YOUR BEST RADIO BUY WREN TOPEKA 1250 kc ABC 5000 watts Weed & Company, National Representatives IN MONTREAL it's CFCF Ask the man who knows best — the local ad- vertiser on CFCF. Best proof that he gets prompt action at the cash register is the fact that Over a 3 -year period local advertising on CFCF has increased 260%* National advertisers, too, can bank on CFCF. For Canada's FIRST station has the coverage, the listcttership, to do a real selling job in the rich Montreal market area. TALLAHASSEE 5,000 Watts Full Time ,^sS& U. S. Representative— Weed & Co, John H. Phipps, Owner | L. Herschel Graves, Gen'l Mgr. FLORIDA GROUP Columbia Broadcasting System .. » . ...... ■,< . ■ ■ ■ .~«s National Representative JOHN BLAIR AND COMPANY Southeastern Representative HARRY E. CUMMINGS 3 DECEMBER 1951 75 . . . there are certainly plently of occasions when they've been misinterpreted. Give three different agency Time Buyers BMB data to analyze and evaluate— and the chances are they'll come up with 2 or even 3 different answers. The whole trouble is there's never been an accepted standard of procedure for eliminating the popularity factor from BMB figures. This must be done if you are to get true measurement of the physical coverage of any radio station. We've licked that problem with a new and dependable formula which by discarding the variable elements of program or performer popularity is completely fair to ALL stations. We'll tell all— at your convenience. (^return, tf&utuy&nc. tADIO STATION REPRESENTATIVE 22 EAST 40th STREET ■ NEW YORK 16, N. Y. NEW YORK • ST. IOUIS CHICAGO • IOS ANGELES • SAN FRANCISCO ROUNDUP (Continued jrom page 53) listeners to the program who wanted to advance in "rank" (from firefighter to super chief) , proof of purchase of six boxes of Grandma Cookies were re- quired for each step up the ladder of promotion. When this series ran out. Grandma Cookie bought a quarter hour of KEX's popular Merrie Circle, a kiddie show featuring Merrie Virginia. The product tie-in here: naming a puppet (actually a Merrie Virginia "voice"). Each entry required a proof-of-pur- chase wrapper. The name selected: Gulbert. The company continues to push KEX personalities, Merrie Virginia and Un- cle Bob of KEX's Squirrel Cage. As a result. Grandma Cookies have distribu- tion in chain stores which didn't stock the brand formerly. Now with new equipment (the larg- est oven in Portland owned by a local concern) Grandma Cookies turns out 28 different cookie varieties, with an increased oven capacity of 40%. For- merly the firm turned out 15,000 doz- en cookies daily. With increased pro- duction, radio will spearhead the quest for more sales and distribution. * * * Briefly . . . WBBM, Chicago, which calls itself the "showmanship" station, proves it WBBM sales promotion sheet is eye-catcher with its plug for resurgent radio, and its own CBS-affiliated facilities. The one-sheet promotional pitch deftly in- serts the names of nine outstanding trade papers (including sponsor). This I Believe, CBS' recent-inaugu- rated series of five-minute shows pre- senting the guiding philosophies of men from all walks of life, are now be- ing supplemented by booklets. These This I Believe' A Senei t/\ Radio BroaJtaHt* h EDWARD R. MURROW Preienimg tht Petionol Pndotophtei oj 7ho»oht\ul Mtn and Women in All Wal^i oj Uje . .. > Bthmd "Thit I Bcli Air comments in print also pack big punch will reprint selected on-the-air remarks of such men as General Lucius D. Clay; Harold E. Stassen; Pearl Buck; and William L. Shirer. The program, inaugurated by Edward R. Murrow is produced by Edward P. Morgan. * * * Sylvania Electric Products Inc. pre- sented four of its 12 Sylvania Televi- sion awards recently at the Hotel Pi- Four Sylvania awards go to producer-dir., stars erre, Manhattan, to Your Show of Shows, its producer-director, and it's talent. Show's Imogene Coca was "best actress," Sid Caesar, "best actor," Max Liebman, "best producer-director," and the program itself, "the best revue on television." * * # Rural audience listenership is on the increase, according to a recent survey by the Crosley Broadcasting Corpora- tion (WLW, Cincinnati). Figures re- leased by Robert E. Dunville, Crosley Broadcasting president, indicate farmer listening is up 8% over 1950; 10% over 1949. The same survey shows the WLW farmer-listener is spending 77 minutes daily at his radio, compared to 71 minutes last year. 76 SPONSOR Maryland and District of Columbia broadcasters, at a recent meeting in Baltimore, completed organization of their broadcasters' association. Princi- pal speakers were Harold F. Fellows, NARTB president, and Wilbur Van Sant, president, Van Sant. Dugdale and Co. Both speakers called for unity in the radio and TV industry. Officers elected at the broadcasters' meet were John E. Surrick, WFBR, Baltimore, president; Charles J. Truitt, WBOC. Salisbury, vice-president. • • • MEN, MONEY, MOTIVES (Continued from page 6) Yet executives who are impatient of the anguish, and resistive of the cost of writing, almost invariably speak well of the art. They are indeed for- ever rediscovering the importance of writing and declaring, in effect, that no script should be without some. And these periodic rediscoveries of writing are all to the good for if writing is rediscovered often enough it may final- ly, like Imogene Coca, get on the map. * * * All of the foregoing comments on National Rep. The Boiling Co. the key station of the keystone state . . . Harrisburg, Pa. the level of big town, big time script writing were inspired by an admirable essay on small town, small advertiser scriptwriting published in Broadcast- ing Magazine and written by a con- tinuity gent name of Bruce F. Ander- son, employed at WMT, Cedar Rapids, la. We agree with Mr. Anderson's paper (and applaud his lucid prose) as we agree with the inscription on the Statue of Liberty. He has acutely recognized and convincingly described the Main Street version of industry neglect of the writer. * * * One hundred years ago there were "literary factories" in which toiled ink- stained wretches. The modern equiva- lent, as Anderson paints the canvas, is the sweet girl graduate, English major, chained to a broken down type- writer in a radio station cubbyhole, overworked, snubbed by manager, salesmen and the egotistical announcers who are madly infatuated with their own voices, indifferent to the meaning of words. * * * Well, don't lose any sleep. Mr. Spon- sor. You probably wouldn't anyhow. But some time, in a sporting mood, experiment with the novelty of having the writer a party to decision, a voice in script improvement, and paid as well as, say, an assistant director. • • • ACCOUNT EXECUTIVE {Continued from page 29) 10:30. Copywriter on my account finally came in. Hangover. Showed him what 1 had in mind for our in- surance commercial. Said he got the idea, but I could sense his resentment at my trying to write it. I told him that his copy lacked fire, that it needed personality and rhythm. Gave him a few pointers on an insurance agent, his habits, and his way of conducting a sale. Think he sees the light. Says he will revamp and have the copy ready for me before the meeting at two. De- cided to bring him to the meeting. 11:15. Call from our radio-TV de- partment. They say there's a big howl over the cost of one of the proposed stars. I'm not too enthusiastic about using this star anyway. Not good for an insurance audience. Will have lunch with our radio-TV man to talk it over. 11:30. Received a report from the insurance company's Superintendent of FOLCERS COFFEE Renews WDIA For Second Consecutive Year! Yes, on November 26, Folgers Coffee started their second consecutive 52 weeks contract with us, a success story created by WDIA's overwhelming dominance in selling the huge Negro segment of Memphis' 394,000 popula- tion. You, too, can economically reach and sell the 489,000 Negroes in WDIA BMB counties. Join now the trend set by such national advertisers as Taystee Bread, Cold Medal Flour, Camel Cigarettes, Purex, Super Suds and others. Cet the full facts on WDIA soon! -HOOPER RADIO AUDIENCE INDEX City: Memphis, Tenn. Months: Sept.-Oct. 1951 Time Sots WDIA B MF8AM-6PM 12.2 26.5 26.0 17.9 10.9 7.7 5.6 4.5 MEMPHIS WDIA TENN- John E. Pearson Co., Representative FOR QUICK, EASY REFERENCETO YOUR COPIES OF SPONSOR get the beautiful SPONSOR of only $ 4 binder BINDER ORDER FORM SPONSOR 510 Madison Ave. New York 22 Please send me Binder holding 13 is- sues and bill me later. NAME FIRM ADDRESS CITY "zone STATE □ $4 one binder □ $7 two binders 3 DECEMBER 1951 77 EL PASO helps make friomls for our Mi. Young, head of this fast-grow- ing southwestern financial institu- tion, says. "We've advertised over KROD consistently ever since it went on the air, and we believe that our regular messages to its vast list- ening audience have contributed much to this bank's steady and sub- stantial growth." Yes. and KROD can sell YOUR product, too. in this \ i t;il market with its -1-11.310 popula- tion and its $396,810,000 total sales. 5000 WATTS 600 K C CBS Radio Network KODKRU'K BROADCASTING Corp. DORRANCE D. RODERICK President VAL LAWRENCE Vice-Pres. and Gen. Mgr REPRESENTED NATIONALLY BY THE O. L. TAYLOR COMPANY nember! margin Mr. Fred Byron Garfield and Guild Adv. Agency Sun Francisco, Cal. Dear Freddy: Tit' hometown uv WCHS is n place all > on tellers or (a keep in mind. Charles/on. West Virginny, is one in ih' few places in ih' country where tii bizness trend alius seems ter be I P. Yes- sir, Freddy, with lotsa places suf- lerin' a relapse, department store sales in Charles- ton ir a z I I' seven p e r c e n t duriii tii fust nine munts uv 1951 over l<)S0. An nother thin. Tii big Carbide a n C a r b o n comp'ny which already has mil- yuns an' mih tins rested here, is a g o n n a l> i I d 'nother bin plant It e r e ! Thet'll mean more well-paid customers jer tolls like ton. hi is TOPS In a big here mail. el] Yrs. Ug WCHS Charleston, W. Va. ' II i us n this \gencies on statistical data about in- surance agent's sales, interest, family life, social habits, income, and so on. Thought this report essential for fair appraisal of the selling needs of the individual agent. Checked over my own analysis of visit to Red Bank Branch Office. Agents are average peo- ple with terrific sales potential because thc\ understand other average people. No high-pressure. Learned a lot about selling techniques from that visit. 12:00 noon. Looked over a batch of new ads that the agency is running this month. Noted my comments on sales appeal, readability, color, design, etc. Paid particular attention to the advertisement for one of our leading clients who's been complaining about the quality of his ads. Trouble is, I think, that we are not using enough high-minded imagination, and enough low-down effort. Get one and lose one might turn out to be the case here. 12:20 p.m. Lunch with our radio man, the copywriter, the man doing the research, and Ed. Thought this expedi- ent. Went to that place on Vanderbilt Avenue where you get quick service without the usual fawning. Good food, too. The copywriter had two martinis. I saw Ed give him the freeze. He's off to a bad start if he keeps that up. Martinis and two o'clock conferences don't mix. He'll learn, I hope, because he's talented and I'd like to see him stay. Maybe he's too talented. The words pour out of him. We talked over ideas for the meeting. Decided try to drop the controversial star. I think I can ease this point across, even though she is a favorite of the insur- ance company's radio manager. 1 :45. Back in the office. Meeting at two. Getting tight as a knot inside. Always happens before a client confer- ence. Certainly hope those two mar- tinis didn't dull the copywriter's brain. The whole meeting hinges on the copy. Should have called m\ wife before lunch like I said. . . . Radio and TV are such intangible media to talk about at a conference. There's nothing to hold up in front of the client except ratings, and graphs, and charts. He lias to visualize his advertisement in terms of how it will he presented. Not easy. Television isn't an overshadow- in a of radio. Each is an effectual me- dium in itself. Now that we have tele- vision, radio has the opportunity of being independent, and reaching its truest value as sales medium. 2 :00-6:00. The conference to out- line next year's radio advertising pro- gram. Got in early with my supporters to meet the opposition. ( Copywriter, not feeling the martinis, came through with a brilliant rewrite job.) On my side in addition to the copywriter is the art director, research man, our ra- dio and TV director, the radio network V.P., and the timebuyer. From the in- surance company, there's the radio manager, the V.P. in charge of adver- tising, and one or two other people from the advertising department. Looked like rough going because of the rumors aroused by that trade paper item, and because of the failure — Hoo- per-wise— of last year's TV venture. "Some people say that television is go- ing to swallow radio. I don't think this is the case. The question is not the death of radio, but how we are going to shape radio and television so that each will do its most effective job." JOSEPH H. McCONNELL President. NBC We tried every trick in the bag with the TV show, but the Hooper kept de- clining. Maybe that was the trouble — tricks! We had had a half-hour dra- matic show using warmed over Broad- way fare. Cold turkey. ... I presented the new campaign to the client. Luke- warm reception. Clients never talk when they don't like something; they just say, "well, I don't know." Then they shake their heads, and wait for you to tell them why they're not impressed. I did. Broke the whole campaign down, step by step. Went over the client's old business, sales, new business, poten- tial business, cancellations, group in- surance, ordinary, agent's selling needs. Brought out reports and studies that 1 had made of the markets to be reached. A gleam. Then I began to rebuild the cam- paign in terms of these. Conservati\c nighttime radio drama, with carefully planned national magazine follow-up advertisements. Analyzed every item in the budget. Cut out dollars. Even chopped off nickels. It worked. Spotted the client's trouble. He feared that the radio listening audience was declining. Yet he also feared that last year's TV fiasco would repeat it- self if he went back into television. Rallied my forces and proved conclu- sively that, for his purposes, more 78 SPONSOR years of good radio drama would be in order, and would be a major sales producer. Repeated my theory on ra- dio as a brand new sales medium when used in terms of newly acquired knowl- edge. Read the client the copy. Alive and on fire. 1 1 think the copywriter's a genius, but he probably needs physi- cal diversion. He ought to build some- thing . . . maybe a house ... or a driveway. . . . Something, but cut out the martinis.) Meeting ended about six. Taking them all for cocktails. And cocktails we need. . . . Never did call home, though. 7:15. Now it's over ... or should I say now it begins. New campaign with crisp copy, cool layouts, and pow- erful ideas. A 39-week radio package show with magazine follow-ups, ready for production. Got to check thos? black-and-whites first thing in the morning. Ed had a good suggestion about toning down the sales line right after the station break. 1 wonder if I told Sally about cutting 10 instead of six scripts. . . . Scarsdale. . . . Ahh. . . Good feeling to have made a sale . . . and to have a clairvoyant wife who somehow always knows what train you're going to be on. + * * DO VIEWERS REMEMBER? (Continued from page 33) pled" list nearly always showed up strongly in the "remembrance" lists. In simple words, this means that an advertiser's commercial must have the factor of being "remembered" to be truly effective. (For full listing details, see chart, p. 33.) The secret of remembrance doesn't lie in commercial technique. Although the Advertest studv makes no mention of it. the "gimmick" used by each of the leaders in the column of products "sampled" because of TV varies con- siderably. Lipton's Tea is TV-sold through the cracker-barrel, homespun charm of Arthur Godfrey, in what is otherwise a simple, straight-voice com- mercial. Ajax has a hard-selling straight message behind demonstra- tions of product use. Tide uses vari- ous tactics, the leading one being a bouncy jingle behind some expensive animated letters and wash-day gar- ments. What they do have in common is that their message — and this is con- firmed by other studies of Starch. Harvest a Bumper Crop ot Sales Use The Station That's Favored By Local Advertisers It's just plain good sense for you boys to ride along with our local boys. They're here on the spot checking results day by day . . . and, day after day, week after week, they're buying more and more time on WIOD. For the details about our Quarter of a Century of outstanding service to Southeastern Florida, call our Rep, The Boiling Company. JAMES M. leGATE, General Manager 5,000 WATTS • 610 KC • NBC HERE'S THE in total share of Washington audience ABOUT DES MOINES Highest Hoopers morning, afternoon, and evening . . . for months and months CBS — Represented by the Kati Agency. Ask your John Blair man for the whole WWDC story * Pulse: May-August. 1951; 6 A. M. to Midnight 3 DECEMBER 1951 79 foe* Ohio's CHIEF MARKET STATION Top talent, vigorous gales promotion, plus Greater Cleve- land's strongest signal make WJW your best buy. Get facts, availabilities NOW. BASIC ABC 5000 W. x WJW BUILDING CLEVELAND IS. OHIO REPRESENTED NATIONAUY BY H-R REPRESENTATIVES, INC. ere s M ore SELL on UJRIU RICHMOND VIRGINIA 910kc-5kw ABC AFFILIATE National Representatives EDWARD PETRY & CO., INC. ►Sponsor is the logical gift for all your friends in radio and television advertising. . . Inquire today about the special low-cost Christmas gift subscription rates. . . Sponsors ■ ■ w The USE magazine of radio and television advertising. . . 510 Madison Ave, New York 22 80 Schwerin, et al. — is simple and believ- able, and is socked across in a way that sticks. 2. TV commercials are not neces- sarily most effective in motivating pur- chases or samplings ivhen they are merely "well-liked" or "disliked." With reference to the Philip Morris man's anecdote, the competitive cig- arette's bouncy little jingles have put them up from a low place in a similar 1950 Advertest study to a very high spot among "Best Liked" commercials in the 1951 Advertest report. If all it took was being liked, the P-M competi- tor should head the "sampled" list. It doesn't. Not only that, it doesn't even appear on the "sampled" list in the top ten. Philip Morris, on the other hand, is nowhere to be found on the "Best Liked" list. Instead, it is at the top of the list of those that are actively disliked. Yet, even other firms in the tobacco industry admit privately that Philip Morris's "Nose Test" commer- cials have boosted P-M's sales, and are cutting into theirs. What pays off for Philip Morris is that their commercials even though disliked because of their straight "sell" copy — are remembered well. Actually, onlv one advertiser in the upper ten of Advertest's 1951 "Best Liked" list — and that one eighth-place Ajax — makes an appearance at all on the list of products "sampled" because of video sellincr. A good manv people, at the same time, don't like the Ajax commercials. But. like Philip Morris'. A j ax's commercials remain in the sub- conscious mind of housewives, later prompt them to try the products. This is what has boosted Ajax, sponsor feel*, into the second place in the "sam- pled" lis'ings. 3. The favorite type of commercial is "live action." In method, singing or dancing commercials lead by a fairly sizable margin. Some clue at least as to how an ad- ver iser can best grasp a TV viewer's attention is offered in Advertest's in- vestigations into the likes and dislikes as to type and me'hod of commercial. Live action leads by a slim margin (45.2'; against 44.5%) over cartoon commercials. Together, they make up nearbj (JH', of the preferences. Films (considered apart from cartoons) and slides do not rate at all, by comparison. Actually, film inserts in live commer- cials are — as far as most viewers are SPONSOR concerned — usually not spotted, and pass for "live" action, if they're good. Singing or dancing commercials, ei- ther live or cartoon, seemed to be the preferred method by over half (55.5' ', I of the respondents. Most viewers, in their choice of a method of product presentation, gave the nod to "showing the product being used" (38.5'; I. "showing product being made" (24.5%) and "telling what product does" (20.6%). (See chart, p. 33, for full listings.) 4. The public s general attitude to- ivard TV commercials is improving. Most think they're better, as compared to six months ago. Only 7.5' < think they're worse. In the general evaluation of TV com- mercials conducted in the Advertest study, nearly half (47.6%) of the re- spondents reacted favorably to com- mercials. About one in ten (10.3%) felt that they were "Very Good." On the other end of the scale, about a third (32.0%) of the panel reacted unfavor- ably to commercials. Here, about one in ten panel members said that com- mercials contained "too much advertis- ing." Some 20.4% of the panel were noncommittal about the whole thing. A value . . . PLUS in "BRUSH CREEK FOLLIES" w; th HIRAM HIGSBY on KMBC KFRM PLUS ON£-"Brush Creek Follies" is in its fourteenth successful season! PLUS TWO— Playing again to a live audience from the stage of the huge new KMBC studio playhouse! PLUS THREE— A great new arrange- ment on commercials for advertisers! PLUS FOUR — An outstanding new promotion and merchandising plan! PLUS A DOZEN-Write, wire or phone KMBC-KFRM or your nearest Free and Peters colonel! KMBC of Kansas City KFR for Rural Kansas • • • 6th oldest CBS Affiliate • • • The Advertest panel also gave a boost to TV commercials in the matter of self-improvement. About half (54.3'% ) agreed that TV commercials "had improved" in the past six months, and listed as their chief reasons "Bet- ter means of presentation" and "Not as long," by 13.0$ and 10.3% re- spectively. That TV commercials were "the same as six months ago" in terms of improvement was the decision of 37.7% of the panel. However, only 7.5' ; of the panel stated that TV com- mercials are "worse." The chief com- plaint was that TV commercials "con- tinue to get longer," but this was a minority gripe voiced by only 3.3% of the total panel. Summed up. the Advertest opinion studv gave a prettv good conduct mark to TV commercials. Reaction was defi- nitelv greater "for" commercials than "against." showing that the techniques are getting better or more subtle. 5. Most viewers feel commercials are longer than they actually are and would like them shortened. The lengths viewers want are very close to what the NARTB and "official" net-station lengths are supposed to be. What the viewers felt regarding lengths of commercials is something else again. Here, commercials did not make out well at all. ResDondents were asked how Ions thev felt commercials now were, and how Ions they ought to be, for 15-minute. half-hour and one- hour shows. Averaged-out, the viewers' responses showed that thev thought commercials should be decreased bv about 40%. Manv admen, of course, will argue that the Dublic has alwavs felt commer- cials are too loni. This argument is supported bv the fact that TV commer- cials on network and local shows which conform to NARTB standards of com- mercial lenath are usuallv inside the "should be" lengths cited by the Ad- vertest panel. However, a sponsor editor checked all of the New York TV stations re- garding commercial lengths in network and local shows, and found out that about one show in four runs over its allowable commercial lensth by any- where from 20% to 100%, depending on the advertiser, station, and how "marginal" the hour. Here, for TV admen who wonder how the public views their commer- cials, are the Advertest respondents' Star d i s c - jockey Paul Berlin ob- tained 1,760 donations for the Southwest Blood Bank on his recent broad- cast marathon. Starting mid- night October 4, Paul was on the air continuously for 18 hours and 16 minutes, emceeing all regularly scheduled broadcasts, spinning records, and urging the public to give blood. KNUZ, now as in the past, leads in public service promotion in Houston. TOPS HOOPER These programs are now available: "WEST'S BEST" Featuring Tall & Thinly Al McKinley 1:15 - 1:30 p.m. Monday through Friday. *Tied for No. 1 Hooper in Market "SPINNER SANCTUM" Featuring Walt (Joe) Colvin 3:30 - 3:45 p.m. Monday through Friday. *No 2 Hooper in Market 'August, 1951 Hooper. tot information toll FORJOE Nofionof ffepreienforr>« or DAVE MORRIS G.n.rol Morog., al KErilone 2581 P. O. BOX 2135 TWX HO 414 HOUSTON, TEXAS 3 DECEMBER 1951 81 evaluation of commercial lengths: However, the Advertest study makes A. In 15-minute shows, respondents quite clear that those "well-liked" com felt the commercials average 3.65 min- mercials that pay utes long; should he cut to 2.04 min- B. In half-hour shows, respondents said commercials averaged 6.61 min- utes in length; should be trimmed to 3.94. C. In a one-hour show, the respon- dents felt that commercials were run- ning around 11.34 minutes: should be cut to 7.10 minutes. It's interesting to note that the ac- off in sales have something more than mere charm. They also make a deep memory im- pression, and finding an attention-get- ting, penetrating TV commercial for- mula then becomes the TV advertiser's greatest Mecca. The Advertest study also gives, in effect, a rap over the knuckles to ad- vertisers who deliberately air commer- cials longer than their allowable length in (he hone that thev are thus more ef- cepted NARTB lengths for these three fective. The selling job. apparently, classifications, plus those admitted to can he done in the proper time— if it's (A) d— — ii * * * l.\ New York TV stations, are about 3.0 minutes in 15-minute shows: i I! i b( tween 3.0 and 4.5 minutes in half-hour show-: and I C i from 6.0 to 7.0. except late-night film shows which can stretch to as much as 1 1.0 minutes, in one-hour show-. Weigh one against the other, and the answer is fairly clear. The public would probabb be a lot happier about the length- of T\ commercials if they \mh- held rigidl) to then allowable limits, \d\erli-ers who regularly "run over" are flirting with adverse public opinion. 6. The over-all viewpoint, as seen l,\ SPONSOR: bitted into its place in I \ - short and booming history, the 1951 Adver- test study of TV commercials is more of a useful extension of existing re- search than a completely new set of findings. It dor- mesh with -u..-»:!2 Expand your sales in this expand- ing area — get on WJB0, the pow- erhouse station of Baton Rouge! A 5,000 watt aftiliate in Baton Rouge, La. AfflLIATtD WITH THE STATETIMtS AND MORNING ADV0CAT8 FURTHER DATA FROM OUR NATIONAL REPRESENTATIVES GEORGE P. HOLLINGBERY CO by Robert J. Landry Etiquette for Christmas parties Now, this week, in mounting mania day by day, there bursts forth the modern pagan rites in celebration of Holy Christmas, once a re- ligious day. Office parties throughout the advertising and broadcast- ing spectrums will see little stenographers kissing big vice presidents, and vice versa, you should excuse the pun. Caspar Milquetoast, who ordinarily never touches the stuff, will, during the present pagan rites, reach full shriek getting stinking from drinking company-provided vodka. He will undoubtedly heartily slap on the back and cry "Hi. Kid." to the bored board chairman who will be pretending, as part of the pagan rout, that he is prince charming for an hour. One day each year the bored board chairman makes like he knew the em- ployes who go unrecognized by him all the other days of the year. Finally. Christmas provides, in the arrival or non-arrival of the year- end bonus, the perfect excuse for self-congratulation in fermenti. or self-commiseration, also in fermenti. ■fc ^ ^ ( Don't get us wrong. We love Christmas, and bonuses, and gals whose emotions cannot be contained. We'll have a Dry Manhattan, please, with a garnish of pagan lemon peel.) But. at the risk of seeming, this particular week, a trifle stuffy your column on "Men. Money and Motives" will still attempt its customary curtsv to sagacity. We refer to the interesting fact that these (In istmas-time pagan rites have in recent years come under corporate analysis. There may be emerging a conviction that "de- mocracy" around the office wassail bowl, with slaves and masters co- mingling, has more potential embarrassments on both sides than benefits. In particular, should the company send to his or her home and family the thoroughly pickled receptionist, secretary, and mail room supervisor? Hence the substitution at some company baccha- nals of beer or wine punch, kept to quantities preventing all but the most susceptible chemistries from achieving a state of intoxication. * * * I he employe (and once in a while the boss) who makes a spectacle ol himself al an office brawl has reason later on to remember the occasion not as heartwarming but as heart-burning. Advertising Age recentl) quoted a number of personnel directors of large companies a> most reluctant to lie the promoters of such folly. Interestingly enough, mam ol these personnel directors also consider Christmas bonuses as folly, too likely to be taken for granted, too easily criti- cized when cut from last year, and so on. But where a bonus is given, smart personnel dire; tors use the occasion to communicate with employes at their homes I therein revealing that many have a new address, never reported to the company) and making sure that the families of the recipients are informed I thereby spreading the company good w ill, if any 1 . {Please turn to page 04 I SPONSOR 8 tyou yet a IG BONUS IN WFBMTV INDIANAPOLIS INDIANAPOLIS WFBM-TV / Says JAMES W. BAISE BAISE RADIO SALES AND SERVICE 1274 E. Division Street Evansville, Indiana EVANSVILLE, INDIANA / I* WFBM Radio Is First in Listening, Too! * First in the morning] •k First in the afternoon] * and a Great Big First at Night] 50% more listeners at night than any other Indianapolis station. ■k Hooper Ratings, February through April, 1951 "Evansville is a WFBM-TV town. I receive the station consistently and better than any other station" • Leading Evansville, Indiana, television retailers like Jim Baise, estimate there are approximately 2000 television sets installed in Evansville and Vanderburgh County. That's good news for every WFBM-TV advertiser . . . it's still more proof that you couldn't spend a TV dollar better than on the Hoosier State's first station. Because, on this great Indianapolis TV station, you're not only hitting the 60-mile bull's eye area in the heart of high-income Hoosier-Iand, but you're also picking up a sizeable bonus in the lush fringe regions. Planning next year's promotions now? You owe it to your clients to recom- mend WFBM-TV! 0?Ot4t ta fttcUcuta (fytuutd 6. *)*tcUcuuiftoU4, tEPRESENTED NATIONALLY BY THE KATZ AGENC1 - WCCO's popular local personalities are not the fellows to stay at home and rest on their laurels. These favorite sons of the North- west—like Cedric Adams, George Grim, Bob DeHaven, Larry Haeg, Whoopee John, and the cast of Checkerboard Quiz— get out and win more friends (every one a listener) ! Last year, for example, they barnstormed from dawn 'til dusk through 153 Northwest towns (typical town: Waconia, Minnesota, where 1,500 out of a total population of 1,569 turned out to see farm expert Larry Haeg) , putting on shows, shaking hands with the local folk . . . and talking about WCCO, its programs, its sponsors and products. It all added up to a junket of almost 62,000 miles . . . 230 personal appearances. And how do these campaign trips affect listening? That's an easy one. Any way you check the popular vote, WCCO is the first choice of listeners in its 118-county area.* In fact, virtually one out of every two families listening in this tremendous territory— day or night— is tuned to WCCO!* To be sure your sales messages are carried and listened to throughout the great Northwest market, ask us to suggest the right candidate to take your case to the people and win sales for you . . . every time. %paz]>iS£ba?b&'ba?iH5''52. RADIO RESULTS Many thanks to you and your "Ra- dio Results" editor for the nice story \<>u gave us regarding the job accom- plished for Television Center. As a postscript to this story I am pleased to tell you that the account is spending only $4.00 per announcement (local rates) as against the $9.00 per announcement quoted in the story, and the) are continuing to use radio as their only advertising medium. After one month of broadcasting they sold a total of 79 sets and have been averag- ing 25 sets per week for the past four weeks. As you may know, the average neigh- borhood television retailer in a town of this size congratulates himself when he sells five sets a week. We would appreciate very much get- ting your permission to reprint this story exactly as it appeared on Page 46 of your 19 November issue. W. S. Clark. President Clark Associates, Grand Rapids, Mich. TELEVISION CODE I would like to express our deep ap- preciation for your forthright article concerning the proposed Television Code, in your 25 November issue. Certainly, your accurate and inter- esting presentation concerning this sub- ject is of particular assistance in eval- uating this important step by the Tele- vision broadcast industry. Thad H. Brown, TV Director NARTB, Washington, D. C. I am writing to thank you and com- pliment you for the two very affirma- tive and constructive commentaries which appear in the 5 November spon- sor concerning the new TV Code. Both the article on page 27 and the editorial on page 88 are real contributions to the very important job of establishing TV programing on a high level in the in- terests of the American people and of the broadcasters themselves. I continue to be impressed by the contrast between your intelligent, un- derstanding approach to these problems and the cynical, destructive, catastro- phic point of view shown by so many of the newspaper commentators. Justin Miller, Chrm. of the Board NARTB, Washington, D. C. UTILITIES ON THE AIR Thank you very much for the gal- leys. Since then I have gone over the magazine itself. Phis is a really worth- while presentation of utility TV on the local level. The only place that I could question your judgment is the selection of male "cheesecake" for the cover. Ray Martin, Dir. of Advertising Consolidated Edison Co. of N. Y. • Taking your words to heart, we have changed the type of scenery on this issue's cover. SPONSOR "What do you want for 37^?" yii won't stretch very far at your local meat counter these days. But on WAVE radio — 37 1 will make 1000 sales impressions for you! (1000 television impressions would cost you 99^' — 1000 by . newspapers would cost you $8.94!) Check Free & Peters for availabilities on WAVE radio! Facts above are from scientific, authoritative survey made by Dr. Raymond A. Kemper (head of the Psychological Services Center, University of Louisville) in WAVE area, July, 1951 Copy on request. 5000 WATTS NBC WAVE LOUISVILLE Free & Peters, Inc., Exclusive National Representatives 17 DECEMBER 1951 11 There's a Waif to Sell 'Em in SALE at WFIL-HITS THE TOUGH CUSTOMERS ...IN THE 14-COUNTY MARKET Takes a bit of doing to pep up sales in Salem ... an average town of 9,000 citizens. Major interests: glass making, tomato growing, food processing .. .and the annual muskrat-skinning contest. But there's more than one way to skin a muskrat, to get your share of Salem's $10,505,000 annual retail sales volume. Best way to get your message across every day in Salem is by radio. And in Salem County Will. stands high ... 75 per cent regular listener- ship. You cash in when you schedule \\ I'll.. If you have sales problems in Salem ... or any part of Philadelphia's 14-County Retail Trade Area . . . take the sure way to be heard every day. Remember, WFIL is listened to regular- ly by more than two-thirds of America's 3rd Market. Remember, it's the only Philadelphia station to show both day and night audience gains in BMB's latest survey. And WFIL takes your story much further than the 14 counties, into a total coverage area representing $9 billion in buying power. Schedule WFIL. and All of America's 3rd Market elD ifc^-vySS !/. I JNA W. M. SIMPSON, Secretary- lass manufacturing is the major dustry in Salem. She's employed ' a Gayner Glass Works executive. SOL WEINSTEIN, Wholesale Furrier — He's one of 10 wholesalers whose annual business totals $2,455,000. Salem is famed for muskrat pelts. JOHN M. WELDON, Auto Mechanic — This WFIL fan manages Nichols Buick service. Six Salem dealers sell cars worth nearly $1,000,000 a year. DANIEL P. GITHENS, Farmer— Salem County farmers spend twice ($8,817) the national retail average per farm. He regularly tunes WFIL. When Is 5,000 waits mors than 5,000 walls? When it's first on the dial ! Operating at 560 kilocycles, WFIL's 5,000 watts provide coverage equal to twenty times the power at double the frequency . . . 100,000 watts at 1120 kilocycles. WKMH 5000 WATTS DAYTIME 1000 WATTS NIGHTS * IS NOW NO. 3 STATION HEARD IN DETROIT Monday thru Friday -12 noon to 6 P.M. * IS NOW NO. 2 STATION HEARD IN DETROIT on Saturday Same Time IS NOW NO. 1 "BUY" IN THE GREAT DETROIT MARKET (based on cost per 1000) * Detroit Pulse Report Sept. Oct. 1951 Congratulations to our Sister Station IrVKHM ^ckson, Mich. 1000 watts Full time, NOW/ ON THE AIR . . . 970 on the dial • • • • SEE YOUR HEADLEY-REEO REPRESENTATIVE • • • • 14 SPONSOR New and renew 17 DECEMBER 1951 I. ><*n- on Radio Networks SPONSOR AGENCY NO. OF STATIONS PROGRAM, time, start, duration American Oil Co Lever Brothers Co Lever Brothers Co Lever Brothers Co Pepperell Mfg Co Joseph Katz CBS 81 N. W. Ayer ABC 298 SSCB CBS J. Walter Thj nipson CBS 180 Benton & Bowles CBS 145 Challenge of the 50's— Year of Crises; Sun 4-5 pm ; 30 Dec only Joyce Jordan, M.D.; M-F 3:30-45 pm ; 10 Dec; 52 wks Bis Town; W 8-8:25 pm ; 2 Jan; 52 wks Lux Badio Theatre; M 9-10 pm ; 7 Jan: 52 wks Red Skelton Show; W 9-9:30 pm; 2 Jan only 2. Renetcetl on Radio DIetivorks SPONSOR AGENCY NO. OF STATIONS PROGRAM, time, start, duration Burton-Dixie Corp E. I. DuPont de Nemours & Co General Motors Corp Mutual Benefit Health A Accident Association Philco Corp R. J. Reynolds Tobacco Co William Wrigley Jr Co William Wrigley Jr Co Turner ABC 117 BBDO NBC 159 Kudner ABC 159 Kozcll & Jacohs NBC 171 Mill, hin. AKC 287 William Esty NBC 162 Hi Hi II & Ryan CBS 184 Arthur Mcyerhoff CBS 188 Paul Harvey and the News; Sun 10-10:15 pm ; 2 Jan; 52 wks Cavalcade of America; T 8-8 :30 pm; 18 Dee; 52 wks Henry J. Taylor; M 8-8:15 pin; 17 Dec; 52 wks On the Line with Boh Considine; Sat 5:45-6 pm; 19 Jan; 52 wks Breakfast Club; M-F 9:45-10 am; 31 Dec; 52 wks Grand Ole Opry ; Sat 9:30-10 pm; 5 Jan; 52 wks Gene Autry Show; Sat 8-8:30 pm ; 22 Dec; 52 wks Life With Luigi; T 9-9 :30 pm ; 8 Jan; 32 wks 3. New National Spot Radio Rusiness SPONSOR PRODUCT AGENCY STATIONS-MARKET CAMPAIGN, start, duration American Chicle Co General Motors Corp Illinoi*. Bell Telephone Clorets Dancer-Fitzgerald- Sample (N. Y.) IK mkts Buiek «liv Kudner (N. Y.) 100 ll.nl Telephone service N. W. Ayer (N. Y.) Illinois A nne nit s ; mid. J an ; 13 wks Anncmts : 16 Jan ; 3 days Anncmts ; Christmas week 4. National Rroatlcast Sales Executives NAME FORMER AFFILIATION NEW AFFILIATION Charles R. Abry Neale V. Bakke Halsey V. Barrett Charles Black Ralph T. Braun Arthur B. Don eg an Ward Dorrel! Charles Einde Dr. Augustin Frigon E. Jonny Graff Eugene M. Halliday Dave Kees Edward B. Kimball Donald Manson Paul II. Martin Robert J. McAndrews John W. McGuire AEC-TV, N. V., acct exec WTMJ-WTMJ-TV, Milwaukee, local sis mgr DuMont, N. Y., sis exec WSAI, Cincinnati, prod mgr W MAR-TV, Balto., staff member ABC. N. Y., asst pub dir C. E. Hooper, N. YM vp American Press Association, N. Y., vp, gen mgr CBC. Montreal, gen mgr Kaufman and Associates, N. radio, tv KSL-TV, Salt Lake, sis mgr KPIX, S.F., prod mgr KSL, Salt Lake, prog dir CBC. Montreal, asst gen mgr WSKI, Montpelier, Vt., gen mgr SCBA, Hlywd., managing dir Anahist Co. Yonkcrs, N. Y.. dir adv Y., he ail Same, eastern sis mgr for net tv Same, sis mgr Consolidated Television Sales, N. Y'., eastern sis mgr Same, prog dir Same, prom mgr Same, pub dept mgr John Blair. N. Y., prog, research consultant Fact Finders Associates. N. Y'., sis mgr, acct exec Same, dir planning Snader Telescriptions Sales. IS. Y., sis vp KSL, Salt Lake, mgr CBS-TV, N. Y., dir spec events KSL-TV, Salt Lake, sis mgr Same, gen mgr KFXM, San Bernardino, Cal., natl sis mgr John Poole Broadcasting Co, Hlvwd., com ml mgr (KBIG, Avalon Santa Catalina Island, KM2XAZ) ABC-TV. N. Y., acct exec • In next issue: New and Renewed on Television (Network and Spot); Station Representation Changes; Advertising Agency Personnel Changes Numbers after names refer to New and Renew category H. V. Barrett (4) A. B. Donegan (4) Ward Dorrell (4) E. M. Halliday (4) D. L. Murdoch (4) JVeu? and renew 17 December 1051 I I. Yofioiuil Broadcttst Sales Executives (continued) Numbers after names refer to New and Renew cateqory R. J. McAndrows (4) Fred M. Thrower (4) Bob Wood (4) Walter P. Lanh (5) R. Van Nostrand (5) NAME FORMER AFFILIATION 'PW AFFIIIATION Ralph I'. McKinnle \ Incenl Meade li. Lennox Murdoch Robert C. Payne I eslie II. Peard Jr Paul II. Saliner Donald \. Stewart I red M. rhrower Kill Wallace Paul II. Raymer, V i .. radio sis mgr i I- \. \ .. asst to ilir prop sis radio ni't sis dept kSI.-i \ . Salt Lake, dir tv operations Local automotive co, Wichita, adv. pul> rel mgr Y\ BAL, \\ l!\l IN. Balto., assl mgr Prod-dir-writer, Chi. WDT\. Pittsb., sis mgr ABC-TV, N. t .. tv sis vp Same, tv sis mgr Same, ;i**t research ilir CBS Radio spot sis Same, mgr KFH, Wichita, -I- ii Same, mgr WLIO, East Liverpool. O.. pen mgr DuMont, N, Y„ mgr net Him dept CBS-TV, N. Y., vp net tv sis Broadcasting Services, Mnpls., (Transit Adam J. Young, L. A., mgr (Guaranty Bldg) Radio), sis mgr II. v. I \ ict< .1. . N. \ .. radi Fort Imlu-trv Co. \. V. .K. . -i sk .">. Sponsor Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION Robert P, Br ecken ridge Lee II. Bristol Jr VI an Brown Harold J. Colton Bertram M. Demarcsl John I Gardner Paul llutli <.. \\ alter LaBoric Waller P. Lanlz George W. Miller R. K. Van Nostrand Gemex Corp, Union. N. J., adv dir NBC-TV. N. Y. Pharmaco Inc. Kenilworth, N. J., assl sis mgr Pabsl Brewing Co, Chi., merch, planning div Pabst Sales Co div Pharmaco Inc, Kenilworth, N. J., asst sis mgr Omar Ine, Omaha, adv . sis prom dir Procter & Gamble Co, Cincinnati, media depl mgr Reuben II. Donnelley Corp. \ . x .. acct exe<- Bristol-Myers Co, N. V.. adv dept coordinator [Veal 1). Ivey Co, Phila. Borden Co, N. Y„ prod ad* Harriet Ilulihard Ayer Ine, N. V., adv, sis prom mgr Bristol-Myers Co, N. Y., asst adv mgr (Amnions medicated powder, Minit-Riih, Trushay) Same, adv mgr Same, sis vp Los Angeles Brewing Co, L. A. (Pahst subsidiary) Same, sis mgr B. T. Babbitt, N. > ., adv, merchandising dir Same, media dir Lever Brothers Co, N. V., gen prom mgr Same, exec asst to pros produet div Caloric Stove Corp. Phila., adv dir Bristol-Myers Co, N. V.. adv mgr (Vitalis, Vitalis hair cream, Sal II en a tie a. Mr. District Attorney show > G. Xetv Agency Appointments SPONSOR PRODUCT (or service) AGENCY Vdam Hal Stores Inc, V ^ . Vllen Products Co, Allentown, Pa. Am it) Leather Products Co, West Bend. ' Ark Inc, St. L. Heloit Dairy, Chi. Brocklei Food Co, Dallas Chicago Real Estate Board, Chi. < olgate-Palmolive-Pecl Co, Jersey City Colgate-Palmolive-Peel Co, Jersey City Comfort >lfg Co, Chi. John II. Dulany *\ Son Inc, Fruit land, llosorh Sale-. Corp, Shenandoah, la. Duval Manor, Germantown, Pa. Ikeo Products (Canada i ltd. Toronto I elton-Slble) Paint < o, Phila. I r.it.x Fashions, Akron Hoffman Radio Corp, L. A. Mason »\ Ma ion Inc, Chi. Hidwaj Motors, L. A. P , ,.] * ... Norwich, V Y. 1'eiiii Mutual Life Insurance Co. I'hila. Rockwood A Co. Brooklyn San Francisco & Last Baj Schooli «►( Nursing Inc, S. I . Si in.. Id< r I orschclder * ... \\ aukesha, Wise, L. D. Schrelbei A reen Bay, NX Isc. Scamprul • I nc, V Y. Sccurlt) Mutual Life Insurance Co, Blnghamton, Sonotone Corp, Elmsford, \. V i i. K ... • orp N. N . Vitamin Corp -•( America, Newark Men's hats AI-Po all-meat dog. eat food Amity division Plastic products manufacturer Dairy products Salad dressings Realtors association Kirkmati soap brands Super Suds Craig Martin toothpaste Frozen, canned foods Dusorh, For cleaner Apartment house Cutlery manufacturer Paints I rate x 1 a -hi ons in plastic I \ sets Mason's root heer Ford dealer Popto-Blsmol, Amolin, Norforms Life insurance I li<> rotate products Schools Outdoor fly trap Pat k aged cheeses Lingerie, hosier) manufacturers I .Ife insurance Hearing aid i N . t manufacturers Rybutol, Juvenal. \ yons Madison, N, Y. Weight man Inc, Phila. BBDO, Chi. t.il 1 Jan) Seelig & Co, St. L. Cruttenden & Egei Chi. Grant, Dallas H. W. Kastor and Sons. Chi. Charles W. Hoyt, N. Y. (eff 1 Mar) Cunningham & Walsh. V Y. (eff 1 Mar) Ruthrauff & Ryan, Chi. W. Earl Bothwell, N. Y. Allen & Reynolds, Omaha Weigh tin an Inc, Phila. Walsh, Toronto Lamb & Keen, Phila. It. i. I.I & Associates, Akron Foote, Cone & Belding, L. A. Irving J. Roscnbloom Co, Chi. Yamberl, Prochnow, Mellugh & Ma- caulay, Beverly Hills National Export Advertising Service Inc, N. Y. Aitkin-Kynett, Phila. Young & Rubicam, N. Y. Brisacher, W heeler & Staff, S. F. Barnes. Milv* aukee Klau-Yan Pletersom-Dunlap, Milw au- kec Joseph Katz Co, N. Y. Bresnick Co, Boston Kudner. N. Y. Joseph Rata Co, N. Y. Dunne lone-, \. Y. TO A WREC »-.&!/ r^B/LUGN DOLLAR buying potential Rate, Per 1,000 Listeners, Has Gone Down 101ft Compared With 1946— 17 DECEMBER 1951 17 ta.fejone.oltfeitii..|?p|j The 20 eye-catching poster de- signs on these pages represent WMAQ's strong outdoor advertising promotion for No- vember and December. They appeared on 87 Chicago area billboards and represented 40,716,000 potential rei impressions per month This is just another ex of the strong promotion! port WMAQ gives its tisers to build its dont audience. ftfd!^ Via WMAQ's brand new trans- mitter tower — 250 feet higher than the previous one — the WMAQ signal now reaches 17,500,000 people— an addition of 300,000 to the WMAQ "family". iripiiir Kenneth J. Forbes Director-Vice President Bovril of America, Inc., New York Britishers have been drinking oceans of steaming Bovril beef tea for generations. Bovril's gastronomic ancestor was even a staple in the diet of the French army in Canada well over a 100 years ago. But U.S. distribution was spotty prior to World War II. To many Americans, Bovril was a name seen on a huge electric sign in almost every newsreel shot of London's Piccadilly Circus. But Bovril of America, subsidiary of Bovril Ltd. of England, has changed all that with the judicious use of radio and TV in major markets, aided by magazines and newspapers. Within a year and a half the firm has done an "outstanding job in achieving retail food store distribution." This according to the Industrial Surveys Com- pany, a market research outfit. At the helm of this "outstanding job" is youthful Ken Forbes, ex-Canadian Navy Lieutenant, thoroughly schooled in Bovril matters. After three and a half years of navy duty (North Atlantic patrol) Forbes joined Bovril (Canada) Ltd. in Montreal, his birthplace, as director of sales and advertising. He became Bovril of America's \\i--ii-iii -.He- nianagci in 1050: succeeded i" his present post recently. For seafarer Forbes, the ebb and flow of sales currents are a chal- lenge. His direct approach: the fostering of a market-to-market sales development for the beef extract and cubes. The firm started with 70 food brokers and a nucleus of eight to nine markets. Now there's distribution in 10 major cities. Behind this savory sales picture is that just-right blend of media with radio and TV accounting (through Hilton and Riggio ) for 359? of a $250,000 expenditure. Forbes explains the air sales role. "We rely on radio and TV to introduce the product in a new market. In later stages of the campaign broadcast advertising is expected to maintain initial sales surges, brand remembrance and recognition." To foster this aim, top homemakers and personalities like Billie Burke, Dione Lucas and others prepare or describe taste-bud-stimu- lating recipes involving Bovril's use. A tuneful "Whatever you make . . . Bovril makes it better" jingle adds to the melange. But Forbes is still not content. Like a master chef, he's striving for perfection which might include millions of Americans stopping for afternoon tea — Box ril beef tea. that is. 20 SPONSOR San Francisco has 3 TV stations. These stations give primary coverage of the San Francisco Bay Area and secondary coverage throughout Northern and Central California. The leading San Francisco TV station is KRON-TV. This leadership is clear-cut month after month because . . . • With the market's highest TV antenna, KRON-TV provides unparalleled "Clear Sweep" coverage • KRON-TV presents the largest number of top-rated shows — more than the other two stations combined (Pulse and Tele-Que) • KRON-TV attracts the most viewers in every audience segment — men, women, teenagers, children (Tele-Que - Pulse does not measure) • KRON-TV serves the largest number of advertisers (Rorabaugh) • KRON-TV offers the greatest percentage of audience... both day and night, and throughout the week (Tele-Que) Check with FREE & PETERS for availabilities! SAN FRANCISCO CHRONICLE • NBC AFFILIATE SELL MORE ON CHANNEL 4 Free & Peters, Inc. offices in New York, Chicago, Detroit, Atlanta, Fort Worth, Hollywood. KRON-TV offices and studios in the San Francisco Chronicle Bldg., 5th and Mission Streets, San Francisco -the San Francisco TV Station that Puts More Eyes r on SPOTS 17 DECEMBER 1951 21 L o 2 , 3 .... ..,.- ...... ..,„_.... In Los Angeles, Radio reaches just one percent less than everybody! 6 .7 ihIui'I'ii'' i !', ■ h Of all media, only radio has kept pace with the growth of the Los Angeles area (10-year population increase: 49%) . Only radio can give you saturation coverage (99% of all metropolitan Los Angeles homes are radio homes). And of all stations, KNX is far and away the most listened-to in Los Angeles, winning virtually 2xh times more quarter-hour firsts than all other radio stations combined*. . . reaching with its average nighttime program more Los Angeles families than 81% of all nighttime TV programs — during peak-listening evening hours. t It doesn't take a slide-rule to figure your next step: just call KNX or CBS Radio Spot Sales. Los Angeles 1% Mm ^% CBS Owned... Represented by CBS Radio Spot Sales SEPT OCT. 1951. 6 AM-12 MIDNIGHT. 7 DAYS SEPT -OCT I95ITELEPULSE, OCTOBER 1951. 6-10 PM. 7 DAYS. SPURRED JCTW \ew developments on SPONSOR stories With gamecock action we are ■winning sales battles right in the heart of the richer-than-ever, Carolina Piedmont — ((Spartanburg-Greenville) Area. And, at the same time, we are delivering the largest listening audience on any station in the area." WSPA personalities — Jane Dalton, Farmer Gray, Cousin Bud, Ed McGrath, Ace Rickenbacker — plus smart programming and the greatest CBS shows are responsible for that! *BMB Report No. 2. Represented By John Blair & Co. Harry E. Cummings Southeastern Representative No. 1 CBS Station For The Spartanburg -Greenville Market Roger A. Shaffer Managing Director Guy Vaughan, Jr. Sales Manager 5,000 WATTS 950 KC South Carolina's Oldest Station SPARTANBURG, S. C. Sec: Issue: "Sans advertising' Mav 1947 SllSiieCt: Goodyear Tire and Rubber Company sells without commercial copy The Goodyear Tire and Rubber Company has achieved renown by sponsoring The Greatest Story Ever Told on ABC without using commercial copy. Now, these biblical dramas based on episodes from the life of Christ, will come to life on video. Premiere program is slated for 23 December on ABC-TV (Sunday 7:00 to 7:30 p.m.). The opener: "No Room at the Inn," story of the Nativity. Since the TV version requires extensive research, high costume, wig and makeup costs, it's estimated the show will be double "nor- mal" TV costs. (Average half-hour filmers range from $10-15,000.) The second film in readiness is "The Story of Lazarus." Like the AM version the sponsor will be identified with opening and closing program mentions only. And, to give added dignity, sincerity and authenticity to these bible stories, all members of the cast or others connected with the production will remain anonymous. Behind this public-service gesture is Goodyear's chairman of the board, Paul W. Litchfield, first to bring to a mass radio audience a fine religious presentation unspoiled by sales messages. (Actually, the program is believed to "sell" strongly for the firm in a public- relations sense because the lack of commercial is so outstanding.) Sect "Daytime TV: network programing" ISSUe: 29 January 1951, p. 44 v, tilt j<>4'| : Network name personalities launch daytime TV on a full-fledged basis Starting 7 January and from Monday through Friday thereafter, 25 program hours a week will be added in mornings to NBC-TV time available for sponsorship. This announcement came from Frederic W. Wile, Jr., vice president in charge of TV production, during the net's recent Boca Raton, Fla., convention. The talent array, from Washington, Cincinnati, and Hollywood, will include these personalities: 10:00 a.m. — The Mel Martin Show (WLW-T, Cincinnati) ; 10:30 to 11:30 a.m. — film drama with a new male personality as host; 11:30 to 11:45 a.m. — Dave Willock and Cliff Arquette (NBC, Hollywood); 11:45 a.m. — Richard Harkness and the News (NBC, Washington); 12:00 to 12:30 p.m.— Ruth Lyons (NBC, Cincinnati); 12:30 to 1:00 p.m. — Ralph Edwards (NBC, Hollywood). For network and agency comments on the morning TV situation see Mr. Sponsor Asks, p. 46. Sec: "Is Beethoven commercial?" ISSIIC: 5 June 1950, p. 34 Subject: Classical music stations in markets of 2,500.000 and over report intense- ly loyal advertisers W QXR, New York, celebrated the 15th anniversary two weeks ago of its commercial broadcasting of good music. On hand, through their continuing sponsorship, to mark the occasion were these top- name, long range sponsors of the "best in music": Jambarelli and Davitto Wines; Maxwell House coffee; Martinson's coffee (11 years) ; Curtis Publishing (10 years); Columbia Records; RCA (nine years) ; Tourneau watches (eight years) ; and Stromberg-Carlson (seven years i . 24 SPONSOR 31 STATES Salesmaker to the Central South At 7:00 P.M. Saturday, September 29, Jefferson Island Salt made a one minute free picture offer. This one spot announcement drew the incredible total of 24,984 replies. The mail came from 31 states. This is, so far as we know, an all-time mail pull record for a single announcement — further proof of the pulling power of WSM advertising. WSM + 1 MIN. — 24,984 LETTERS FROM 31 STATES CLEAR CHANNEL 50,000 WATTS IRVING WAUGH Commercial Manager EDWARD PETRY & CO. National Reprejenfofive foWKV 17 DECEMBER 1951 25 Get your copy no«/i / VALUABLE MARKET FIGURES on one of the nation's largest and most profitable market areas! Write for WJR's Important, New Booklet, "Coverage and Market Data" In this new, fact-filled booklet, WJR offers many significant market figures of its primary coverage areas . . . figures such as Drug Sales, Food Sales, Auto Store Sales, Total Retail Sales and others. In addition, the booklet gives tin latest Passenger Car Registrations compiled from the State Automobile Registration Bureaus of Michigan, Ohio, Indiana and Pennsylvania. Here's a booklet that all advertisers and agencies will find invaluable in measuring the potential of a great Write WJR, Dept. 10, Fisher Building, Detroit 2, Michigan market— and the best way to reach it. Use this valuable booklet as a year around, easy-to-read reference piece ... it can save you hours of research. Send for your copy today and keep it on hand for the future! the GREAT VOICE of the GREAT LAKES Radio Imerica's Greatest [ SPEECH .... mike laverUsing Medium Represented nationally by Edward Retry & Company Eastern Sales Office: 665 Fifth Ave., New York 26 SPONSOR Let your salesmen in on your ail veil nii You can't get the most punch out of your air campaign unless you inform and enthuse the sales force, SPONSOR survey shows Between nine and five o'clock on the day you read this article, at least 100 top sales- men will have told business acquaint- ances, sales managers, and even cus- tomers exactly what they think of their companies' advertising program. A fair sampling of the remarks would in- clude the following: "What's the use of buying a lot of radio advertising? The company should spend that money on higher commis- sions for us. That's my opinion." "'The guy who thought up our com- pany's radio program is way up in the clouds. If he ever got out in the field, he'd know it can't possibly sell our type of product." "What show do we sponsor? I don t know anything about it. Write the company a letter." (This to a custo- mer, no less! ) "Do you know what I heard today? The company is spending two million dollars on advertising. Two million! Those guvs must be crazy: they'll bank- rupt the company and we'll all lose our jobs before we know it." If your salesmen echo these com- ments, a definite gulf exists between the company's advertising and the sales force. Under this condition, salesmen feel they're fighting the sales battle and bucking competition with little or no support from the home office and its advertising program. It also means that salesmen have never been shown how to use national advertising in their personal contact selling. A part of the c% cs 1 Ed Sullivan tours country for Mercury Dealers! selling them on TV show. They tie in locally! advertising dollar, therefore, isn t working to sell the product. Despite complaints, few salesmen condemn national advertising. In a re- cent sun r\ made b) the Association of National Advertisers. 90', of the in- terviewed salesmen expressed approval of national advertising. But more important, h>'. said they didn't know much about advertising. Ili is group contains the disgruntled salesmen, people never integrated into the company's advertising program. Among top brass, too, there are manv who don't understand advertis- ing. Many an intelligently thought out campaign has been nipped in the hud because senior executives distrusted or misunderstood the methods of advertis- ing. For that reason, each new cam- paign should be "sold" and explained fully to all executives of the firm. But, on a daj to da) basis, it's the disgrun- tled salesmen who need facts oil the firm's advertising most. I et's lake one of these salesmen and see how he fits into his company's ad- vertising operations. Jim Heming works for Transcontinental Gadgets. Inc. Although the man and the com- pany are real, the names are fictitious. Heming is a top-drawer salesman — in- telligent, business-wise and dependable. He works out of St. Louis and he's been selling that territory for 20 years. Hi* home office is located iw \e\\ ^ ork. Six months ago, an advertising agen- cy sold Transcontinental a good half- hour radio drama. Negotiations were in process for several months. Although the company was practically committed to the million-dollar project at the time of the last regional sales meetings, no announcement was made to the sales force. But a week before the program went on the air. the vice president in charge of promotion mentioned to the adver- tising manager that '"the people in the field should be told about this." "O.K., boss," replied the a. m., who then turned to his assistant and said, "Work up a letter to all sales managers, brokers, and salesmen. Tell em it's a big deal. Attach a schedule of stations and program time." "O.K., boss," said the assistant. The one-page letter reached Jim Heming 48 hours before the premiere of the program. He glanced at it. won- dered how much the husky-voiced fe- male star was being paid, then tucked the letter into the lower right-hand drawer of his desk. That was that, so far as Heming was concerned. Positive impact on his re- lations with the company — nil. Posi- tive impact on his ability to increase sales — nil. Later in the day Heming mentioned the program to another salesman. Did radio really pay off? he queried. It seemed too fleeting to him. "A half hour, then poof! Gone!" he said. "Anyway, TV's the thing now. Just what can be done to draw the Jim Hemings and the air advertising efforts of their firms closer together? To get the answer, sponsor talked with salesmen, dealers, advertising mana- gers, and agency executives. A care- ful sifting of the discussions produced the following conclusions: • Air advertising should be two- pronged. It persuades the consumer to buy. It must also help and stimulate the seller to sell. • The sales force is one of advertis- ing's more important audiences. When salesmen are thoroughly briefed and sold on an advertising program, they can use it to improve their own sales. • When advertising plans are kept from the sales force, this unit becomes isolated. The salesmen lose aggressive- ness and grow easily discouraged. Their morale suffers. They consider switching jobs. Result: advertising dol- lars don't stimulate the maximum num- ber of personal sales dollars. • With but few dissents, all inter- viewed parties agreed that close inte- gration and coordination between ad- vertising and the sales force is neces- sary to a good, efficient selling pro- gram. Who's doing a good job of sales and advertising coordination? For one. < (MMION >SIVI \KI : these admen, hobnobbing triffi their air star, have fnraotten to introduee her to the t fern TRAN5CONXUWTAL Sylvania. In the hotly competitive ap- pliance field, astute coordination may mean the margin between a profitable and a mediocre year. No company is more aware of this than eager Sylvania Electric Products, where advertising di- rector Harry Cunningham considers the indoctrination of salesmen a pri- mary job. "Poor integration is just poor com- pany operations," Cunningham says. "I can't see how any advertising man can afford to ignore the sales force. "A well-informed salesman can do a maximum selling job for the product," he adds. "To sell most effectively, the salesman should be told in advance of all planned national advertising so that he can pass the information on to his customers. A big advertising program is important to a salesman's morale. It makes him proud. When he has this attitude, he's enthusiastic about both the advertising and the product. And nothing sells a product as well as en- thusiasm." Twice each year. 10 days before the six-month program of advertising breaks in all media, Sylvania gathers its salesmen into carefully planned meetings. Each salesman is given two elaborate portfolios, one detailing the advertising campaign for the particular product he represents and the other ex- plaining the company's over-all adver- tising program. TV and radio are heav- d< tsKukI her work ily stressed. The full line of products is promoted on Beat the Clock over the CBS-TV network. Over radio, the com- pany sells television sets, using Grant- land Rice and his sportscast over CBS on Fridays and Sammy Kaye's Syl- vania Sunday Serenade on Sundays over ABC. At these meetings, each group is ad- dressed by an advertising man. One point is hammered repeatedly : take ad- vantage of the thought and effort that went into this advertising campaign. Take fluorescent tubes. Sylvania wants to elbow the way for this prod- uct into General Electric's and West- inghouse's market. The advertising message is hinged to a "No Risk" offer. If the tubes don't stay brighter and last longer than any other, the company guarantees the purchaser his money back. It's a bang-up argument for sales, the salesmen are told, so use it at every opportunity. In this way, the advertising message does double duty. Not only does it strike a national audience, but it's used locally by salesmen to lever personal sales. Sylvania advertising men also pound home the fact that the company is sup- porting the sales force with the biggest advertising campaign in its history. "Salesmen absorb the personal impor- tance of advertising," says Cunning- ham. "I've seen them get up and cheer the salesman after we explained our plans. At other times, when they felt advertising wasn't doing a job for them, I've seen them sit as still as mice. There's no doubt that a good salesman isn't going to stay put if he believes his company isn't helping him. He'll look around for a company that can help him." Like several other companies, Syl- vania tries to move its air-advertising talent out into the field. The more con- tact between talent and salesmen, as well as between talent and consumer, the better is the company spirit of the sales force, Sylvania finds. Salesmen get a kick out of company-sponsored in-person appearances of talent and tend to grow more interested in the air broadcasts. Thus far. Sylvania has used only Sammy Kaye who travels be- tween cities with his band. The Syl- vania dances, with no admission charged, have drawn up to 12,000 peo- ple on the West Coast. The personal appearance of national talent builds product prestige on the local level and spurs the enthusiasm of the Sylvania sales force. The list of sponsors adopting this merchandising technique keeps grow- ing each year. Lever Bros, pioneered the personal appearance with Bob Hope's NBC tour of military camps. Chesterfield, the new Hope sponsor, has followed the tradition. Coca-Cola (Please turn to page 61) Benefits of "selling" ad plans to salesmen V V V Salesman's all-important morale is boosted by knowledge that air advertising is really effective. Mystery of why firm chose a particular program is stripped away, cutting out gripes that money is being wasted on radio and TV. Salesman learns how to actually use air advertising. By coor- dinating with commercial copy points he can drive home arguments which have already been planted via air. He can tell distributors what kind of coverage product is getting in their area, urge that they tie in with displays, good shelf posi- tions to reap full benefits. Company gains because salesmen are less likely to leave for new jobs when they feel they are being backed up effectively. Incidental benefit to advertising department of firm derives when, company top executives attend briefings of salesmen and themselves get better understanding of advertising. ll!IIIBII!!i!!!il!lii!li'!ill! Man: Drug firm's use of air ($1 over-all It happened a few weeks ago in a large independent drug store on Manhattan's West Side. A bewildered matron in her early 40*s stood gazing at the gleaming array of some 200 assorted pills, powders, emul- sions and suchlike that stood in neat rows and displays, ready to pamper and ease the American tummy. The druggist smiled at her. confidently. The customer seemed trying to re- member something. "It's one of those products that add 'bulk' to your diet," she said delicately. "I can't remember the name off-hand. . . ." The druggist showed her several lax- ative preparations. At each of them she frowned. "No," she said firmly, "that's not it." Then, she brightened. "I remember!" she said. 'It's the one on the radio where they spell the name backwards!" Without batting an eye, the druggist reached for a package of Serutan. It was an old story for him, as he later told sponsor. Many a time in the past he had seen absent-minded cus- tomers come into his store and ask for the Serutan Company's number-one product in that roundabout, but per- fectly effective, method. It was also an unspoken tribute to Serutan's air ad- vertising efficiency. Things have been that way with Ser- utan almost from the day, some 14 years ago. when the product was first launched hopefully on New York's WOR by its voung (then 21. and just out of Rutgers University 1 boss. Still Victor Lindlahr, Serutan health commentator, formerly sponsored on MBS, now heard on ABC. Above, Lindlahr drinks, not a Daiquiri, but sauerkraut juice, with pretty starlet. Below, health magazine owned by Serutan cross-plugs Lindlahr in neat tie-in articles y ^ ly way, its a radio-TV "success" 'mnually) provides valuable tips on reaching "over-35" market in his 30s and one of the youngest ma- jor-company executives in the drug field, Matthew B. Rosenhaus has ad- vertising— particularly radio — to thank for establishing the product "where they spell the name backwards." Today, "Matty" Rosenhaus. a man who had faith in his product and his advertising "gimmick," can look back on the lean early days with the same complacency as the man whose friends laughed when he sat down at the pi- ano. For air-advertised Serutan's sales today play a merry tune on drug store cash registers. Exactly where Serutan stands in terms of sales as a result of this adver- tising is a secret kept close to the Ro- senhaus family (Matty's brother, Irv- ing, is the boss of Newark's WAAT and WATV). However, there are some guideposts. According to a research study of the authoritative trade publi- cation Drug Topics, the business done last year in all laxative products in U. S. drug stores was about $125,544,- 000. Of this sizable figure, about $14,- 317,000 was done in the so-called "bulk" laxatives. This, in turn, was split almost evenly between "ethical" products (prescribed by doctors) and "proprietary" products (over-the-coun- ter). To find Serutan's share of both of these latter groups, sponsor talked to several leading druggists, wholesalers, competitors, and drug industry sources. This is what SPONSOR learned: In over- the-counter sales. Serutan practically wins in a walk among "bulk" laxatives. Also Serutan gets plenty of boosts from the medical profession, who prescribe or recommend it. sponsor's conservative guesstimate of Serutan's annual laxative sales to the public would be in the $6,000,000 to $7,000,000 bracket. Other product sales would put the firm's gross up in the $10,000.000-and-over class. No Sterling Drug or Bristol-Myers, but Serutan is sound, profit-making and a big advertiser. The Serutan Company makes most of its money selling the laxative that gave the firm its name. But there are other Serutan products on the market: Geritol (an iron-building tonic) ; Sed- agel (an antacid for middle-aged tum- mies) ; Nutrex (a vitaminized com- pound) ; R.D.X. (a weight-reducing formula). However, Serutan is easily three-quarters of the firm's business, and gets the same star treatment in the firm's advertising and air usage. Advertising in general and radio in particular has literally hauled Seru- tan up the ladder to its present pre- eminence among bulk laxatives sold in drug stores (not counting Kellogg's All-Bran, which sells in grocery stores and is also a plain cereal food). Like most drug firms covered in a recent Association of National Advertisers study. Serutan spends between 25', and 30% of its sales for advertising purposes. Unlike the average drug ad- vertiser— who will normally put about I Please turn to page 58) Serutan uses DuMont's "Cavalcade of Stars"; spot P Hon- Serutan became /Vo. 1 bulk laxative via air advertising 1. No waste circulation: Serutan seeks "over-35" customers who are biggest Iaxativ* users. Selection of serious programing (news, health expert, commentators, etc.) pinpoints this market. 2. Consistency: Serutan has used virtually the same radio approach for some 14 years, TV for two. Firm is year-?round advertiser too. 3. Saturation: Serutan airsells its un- usual name heavily, often has two or three net radio shows, a TV show at same time. 4. Merchandising: Serutan doesn't leave loose ends. Heavy (65% of $2,500,000 budget) air campaigns are merchandised to trade, in drug displays. Serutan merchandising includes ads to drug trade, point-of-sale dis- plays which tie in air advertising MILK I MILK MILK |_MJLk| MILK MILK MILK | petipet;peT petpet Ni"Lk|milK J MILK MILK^LKJ PETtPET%t] milk milk ^tefeiLK ^ilk| ^C ■A1ICK SWQW KSD 8.30pm EVAPORATED HOMOGENIZED EVAPORATED HOMOGENIZED EVAPORATED HOMOGENIZED \tt€' has most extensive merchandising plans of nets to date, recently did trial run in Cleveland, St. Louis (above) which proved successful This is what the networks now offer or hove plunnetl in the way of tnerehandisinu ABC Network spokesmen said they had no merchandising plans at present, would concentrate in- stead on program promotion, lo them the "'true function" of a radio net. While \l'.< does on occasion send out mailings, net doubts value to clients of further sales aids. A policy change awaits results of efforts by other nets. MBS Now studying results of test hut chandising campaign in se\en markets and 187 stores. Mutual hope- lo he aide to give clients "something he i- not aide to get for himself," want- to stud) merchandising carefully before plunging in. It will prohahlt stress distribution-building in smaller markets when it i* ready. f"1 It is probable that NBC plans will spur adoption of expanded CBS merchandising. Meanwhile, net sends news of available dis- plays of its sponsors' products lo the nation's grocers and drug- gists via "Radio Picture-News" and hacks up its one-shot Red Skelton sponsors with services of a specialist and lots of sales aids. \B4 Most extensive of net plans in- cludes 12-maii field force to help affiliates set up own local mer- chandising departments; team of three ex-Hearsl experts guiding operations from New York. Will give client varying aids, which might include: consumer pan- els, -lock checks, selling dealers on giving sponsor displays, etc. Definition: merchandising is the art of converting ad impression* i<> sales, via everything front posters to research. Them $500,000 MS I b Attpjftrvj£ Applause rang out, a ijHm^U former Hearst executive ^^rv spoke, and a new era in network radio was born a few weeks ago at sunshine-clipped Boca Raton. Florida. The former Hearst executive was Fred N. Dodge, director of NBC's new merchandising division. What he had to say to the assembled affiliate sta- tion executives ushered in merchandis- ing as a new and important factor at all the radio networks. For whether their top executives welcome the pros- pect or not. NBC's $500,000 invest- ment in merchandising and determina- tion to make it big time will force the band of all three of its major rivals and probably lesser nets and an in- TtTTTTTttTttrrtT (work merchandising era is here Ipur unprecedented point-of-sale and other sponsor benefits in *52 creasing number of independent sta- tions as well. What does all this mean to you as a sponsor or agency executive? Right now, nothing. But within the first quarter of 1952, NBC's merchan- dising plans will go into action and. by the spring, when special summer-sell- ing promotions start, ABC, CBS, and MBS are expected to have special mer- chandising inducements of their own to offer — giving you plus without cost. Just how effective network merchan- dising will be depends to a large ex- tent upon sponsors and agency sxecu- tives themselves. If they assess their own merchandising problems carefully and select specific jobs which are most suitable for the networks to undertake, everyone is sure to benefit — the past history of media merchandising indi- cates. On the other hand, if sponsors go into conferences with network mer- chandisers armed only with the desire to get "something for nothing," helter- skelter, lip-service activity may be the only result. At least that's the way men with decades of merchandising experi- ence look at today's formative period in the era of network merchandising. To give advertisers some basis for such careful pre-planning before they actually sit down to talk turkey with network merchandisers, SPONSOR has surveyed each of the major networks to find out what they now have to offer or are developing. (See box at left for quick summary.) But before you con- sider the details of today's present mer- chandising developments, let's take a look at 111 what media merchandising, a much-misunderstood word, means; and at (2) what has led up to the present network merchandising era. 1. Merchandising has no clean-cut, all-embracing definition because it con- sists of many things. But, roughly, it is anything which media do for their advertisers to help convert advertising impressions into sales. The help may take the form of posters at the point-of sale reminding the shopper that the goods she sees there are the ones ad- vertised on radio program A — thus bringing into her mind again the sales points made by the announcer. i PI ease turn to page 7 1 i Or. 17 DECEMBER 1951 33 Is todays rash of cigarette clai harmful to all advertising ? 3 Many ad men fear that by "reducing believability to new lows," and by taking swipes at claims of their competitors, current cigarette commercials are undermining all air-selling efforts over-ail Back in 1946, Frederick \\ akeman, an ex-account executive of Foote, Cone & Belding. caused a stir in advertising circles with liis Rinehart novel, The Hucksters. The hook was chiefly distinguished hy it- stinging portrait of Evan Llewellyn K\ans. straw-hatted president of the fictitious Beautee Soap Company, and erratic "genius >>! radio advertising. In the popular mind, Evans was com- monrj considered a satire on George \\ ashington Hill. St., the late president of the American Tobacco Company, w ho had his erratic didos, too. There is n<> reason for exhuming \\ aki'inai: s rather \ i< ions lampoon of the advertising profession, except that it mirrored vividly, in one scene, what has now become a disturbing dilemma for sponsors in general, and cigarette advertisers in particular. That is the problem of how far a sponsor in a highly competitive field can go in his use of "hard-sell" commercials, with- out violating good business standards. Wakeman's Evans was the arch-type ol the extremist sponsor. In the fa- mous scene inside the ad agency's con- ference room, the tyrannical Evans is shown hawking on the table, then turning to his new account executive to explain his cynical philosophy: "Mr. Norman, you have just seeen me do a disgusting thing. Ugly word, 'spit, but, you know, you'll always Fictitious radio sponsor Evan Evans (shown here in ad agency conference in MGM film, "The Hucksters") was lampoon of "hardboiled" minority of clients who place hard-sell before ethics 34 remember what I did. Because even if you build the most glamorous, high Hooperating show on the air — it ain't gonna do us a damn bit of good, un- less you figure some way to sell soap on it. You gotta make the people re- member you. Til tell you a secret about the soap business. Mr. Norman. There's no damn difference between soaps. Except for perfume and color, soap is soap. "But the difference, vou see is in the selling and advertising. We sell soap twice as fast as our nearest com- petitor because ... of repetition. And by repetition. b\ god. 1 mean until the public is so irritated with it. they'll buy your product because they bloody well can't forget it. . . . All you pro- fessional advertising men are scared to death of raping the public. I say the public likes it. if you got the know- how to make 'em relax and enjoy it." Extremist though it ma\ he. this brand of thinking has penetrated, among other sponsors, several of the Big Six cigarette advertisers to an alarming degree, mam ad men be- lieve. \t one time, the major cigar- ette advertisers were content with con- juring up fanciful phrases: I'd Walk I Mile For A Camel. Blow Some My Way, Reach For A Lucky Instead Of I Sweet Bui then, in 1929, Old Gold began dabbling in the therapeutic value of its cigarettes: Not A Couiih In A Carload. That touched off the SPONSOR W/F NOT CLAIMS .' QUALITY COMPARISON-5 PRINCIPAL BRANDS LUCKY STRIKE HAS TOUCHED OFF CONTROVERSY AMONG AD MEN WITH NEW CAMKAieN. Stt PROb AND CON'S LISTED BELOW THE GREAT DEBATE ON CIGARETTE ADVERTISING PRO: Exaggeration is economic necessity In face of fierce cigarette competi- tion, advertisers must use "uniqueness" pitch to gain or hold superiority. Because smokers have guilt complex, you must convince them your brand is "less harmful" — by use of exaggeration. The market has been expanded by hard- sell tactics. This is beneficial be- cause it makes more jobs in the tobacco business, hence more sales of all goods. CON: "Overdoing it" hurts all sponsors When you depreciate your competitors, you waste opportunity to emphasize le- gitimate virtues of your own product. By attacking rival ad claims, you weaken believability of your own claims and those of all advertising. By making dubious pseudo-scientific claims, you harm radio/TV's public relations ; arouse distrust of opinion — makers in government and the press. \\ hat itd men say about extreme claims Karle Ludgin. I'rrs.. Earle Lttdgin & Co,, Chicago "An infractor in Business Adminis- tration College, .Syracuse U., wrote recently: "When we in college teach- ing acquire a new class of green- capped freshmen this fall, we will find they have a wise-guy cynicism about advertising. They know . . . advertising is a slippery, dishonest, shahhy activity that thrives on un- truths, halftruths, gross distortion.'' They will soon he our buying puhlic. They arc all suffering from an acute case of 'Fatigue of lielicvability.' . . . (>ood advertising — selling adver- tising— has proved over and over again it doesn't need the cheap, the tawdry, the exaggerated, to make it effective, ... If people lose their belief in advertising, what else have we got to sell?" Frederick It. I'ns.. I t\ Cianinle, "The American Association of Adver- tising Agencies has always held that it's the responsibility of an advertis- ing agency to be a constructive force in business. We further hold that, to discharge this responsibility, ad- vertising agencies must recognize an obligation, not only to their clients, but to the public, the media they employ, and to each other. It's a bad thing for all advertising when an agenc) competes on the basis of disparagement not on merit. The I V- Standard of Practice is opposed to copy containing false statements, misleading exaggerations, pseudo- scientific advertising, and testimoni- als which do not reflect the real choice of a competent witness." Il.ii in It. Hrt'sslor, Senior radio T\ copy- writer, McCann-Erickson "Once < on begin slashing away at the underpinnings of competitive ad- vertising claims, you wind up com- mitting hara-kiri on the believabil- itj of Nonr own claims. What"'- more, the negative altitude is ju-t plain had salesmanship. Every second yon devote iii b commercial to knocking the other fellows, is one more sec- ond lo-i that von could have used for selling the virtues of vnur prod- uct. To my mind, the exaggerated statement al t 'nation-wide Mir\<> prove-.' or the pseudo-seient i lie nied- Ical bar-graph, .ire also poor sales- manship. This has been so over- done. Ih;, I the public is inclined to take it with mil ■ hut several grains of gait." Fuse. The public was barraged with a mumbo-jumbo of chemical terms, percentages, bar graphs, medical re- ports, irritation tests, and the inevita- ble white-clad physician peering som- berly through a microscope. An indus- try hon mot was, "Nowadays, you've got to quote either the American Medi- cal Journal or Reader s Digest." Not content with evacuating the ad- vertising realm of fanciful phrase- making, some have gone to even great- er extremes. They've recently devoted their commercials to an all-out attack on the advertising claims of their com- petitors. What does this bitter tobacco feud- ing add up to? Some ad agency ex- perts condone the current advertising claim-counter-claim as a necessity. They point to the fact that, in the cigarette business, the stakes are enor- mous (Americans spend some $4,000.- 000.000 annually on tobacco prod- ucts). Thus, the competition is savage (newcomers constantly try to invade the market of 60,000.000 Americans who consume over 370 billion cig- arettes yearly). Yet, actually, differ- ences between the major cigarette brands are minute. Consequently, these adherents say, the embattled cigarette companies are perfectly justified in adopting extreme "hard-sell'' tactics — as long as the ad- vertising moves their cigarettes off to- bacconists' shelves. Many opposing experts, however, contend ihe current trend in cigarette advertising has reached the point where it is dangerous for the tobacco companies themselves, and advertising at large. Briefly, the critics are con- cerned about these key points: 1. They question whether a fron- tal attack on competitors' claims is, in fact, profitable dollars-and-cents sales- manship. As one top radio-TV execu- tive at Lennen & Mitchell (which has the Old Gold account) commented. "When you squander your commercial time by depreciating your rivals, you waste the opportunity to emphasize the positive virtues of our own brand." 2. They maintain that internecine cigarette warfare results only in lessen- ing consumer belief in all advertising. In the words of McCann-Erickson sen- ior radio-TV copywriter Harry B. Bressler, "Once you begin slashing away at the underpinnings of com- petitive claims, you wind up commit- ting hara-kiri on the believability of your own claims." 3. Finally, many ad men contend that by staking all on dubious pseudo- scientific claims, the cigarette com- panies make all advertising the more vulnerable to attack from the movers and shakers of society — government officials, newspaper columnists, maga- zines on the order of Readers Digest, and Better Business Bureaus. The con- tinuity acceptance chief of a major network told sponsor, "If the cigar- ette companies keep making shakv medical claims, while pulling the rug out from under rival claims, they mav well speed the time when the govern- ment steps in. In fact, we may have a situation akin to Canada's. There the (Please turn to page 69) r ~i Hon 4A's "Ad Abuses" Committee works J. 4A"s Committee has sent out 6,000 folders asking ad agencies to be on alert against adver- tising that's "fraudulent, misleading, in poor taste, depreciative of competitors, makes unsub- stantiated claims, unbelievable testimonials." 2. Participating ad agencies (now 314) submit complaints detailing cases of objectionable ads. 3. Committee screens out invalid or frivolous beefs; sends legitimate complaints to alleged wrong-doers. No publicity, enforcement is used. 4. Committee admits system has little effect on conspicuous "ad incorrigibles," but says it en- courages— if not enforcing — good taste, honesty. Great need is for more agencies to participate. BAB leaders and board members March, 1951 STANDING (I. to r.)| Alexis Coudert, atty.; Frank White. MBS; Kenyon Brown. KWFT; Edgar Kobak, chairman; Charles C. Caley. WMBD; John Part. Goodwill Stations SEATED (I to r.) R. Preston Peters, Free & Peters; Hugh Terry, KLZ- Lou Hausman, CBS; Wm. Beaton, KWKW; Wm. B. Quarton, WMT; Wm. B. Ryan. pres. BAB; Bob Sweiey, WDSU; Allen M. Woodall, WDAK; Mark Woods. formerly ABC; Lewis Avery, Avery-Knodel; Simon Goldman, WJNT; Harry Spence. KXRO can expect from Coming soon are stepped-up BAB research projects on radio-vs.-TV, radio results, farm radio over-all With the hearty confidence of an organization out to promote a sure thing, the Broadcast Advertising Bureau last week revealed in New York the details of what is up BAB's radio promotional sleeve for 1952. Advertisers will be feeling the weight of BAB's stepped-up radio re- search and fact-finding activities as early as January. And, BAB feels, more advertisers will then be turning to BAB for their data on all types of radio air advertising, and eventually to more radio use. Many a BAB project that was only in BAB's "future" file, when sponsor reported on the new BAB in its Sum- mer Selling Issue (9 April 1951), will soon be a reality. Other projects and research services recommended then by sponsor, or by ad men quoted in sponsor like Block Drug's George Abrams and Welch Grape Juice's Abe Bosenfeld, are also due to become BAB fact. Here's how BAB's upcoming 1952 services shape up for the air advertiser: 1. There will be a greatly-increased amount of radio research for advertis- ers and agencies to use. Many special projects, to define ra- dio's boundaries and uses as an ad- vertising medium, are due to be re- ported out of BAB between now and April. These include more over-all studies of radio, more special studies of radio-only homes and radio in TV homes, out-of-home listening, auto ra- dio listening. No definite dates are set for all, but all are in the works. 2. How radio stacks up against other (Please turn to page 66) RADIO COPY-MINDED SELLING AIDS RADIO SALESMAN DKPAffagHT STORE SchunfrBftn's, Inc. St. Paul, Wan. LOCAL BUSINESS SALES AIDS BAB data now beinq sent out in bulletins like those shown at left help sta- tions do better job for sponsor This cost breakdown makes buying sp AVERAGE SPOT TV RATES (Class "A," one-time bas Circulation under 20,000 KOB-TV A I. SOOOetKJV: WTTV 3 stations, 3 cities. One hour— $195 to $250 (average $215); Half-hour— $1 17 to $150 (aver- age $129) ; One-minute or less— $20 to $35 (average $28.33) ; 8-seconds— 2 stations, $15 to $17.50 ( average Tl 6.25). 35,000-50,000 WN8F-TV WM8RTV oKva WSM TV NASH- ]'. KPWfl.TV .: '-:"■■:■■■■■■■■■■ ■ ■■■"■■■' '■■ ;:. , '■ ..:..,■......, ...:-., ...... ,:.;:,:;:,: ,::;:-.. ■;.:..-: :,:,.:...L. ...... . /^O 4 stations, 4 cities. One hour— $300 to $325 (average $306.25) ; Half-Hour— $1&Q to $195 [aver- age $183.75); One-minute or less— $40 to $60 (average $49.69 h 8-se N# /hbf-tv /OC-TY AVEfWXJRT- 5CK HM.ANO /)CU 'HZ /SAZ-TV UNT»K«STON WJIM-TV WOSU-TV KDYL-TV KS1.-TV ^ALT LAKE CITY KEYL WOAI-TV SAM ANTONIO WKTV UTiCA 75,000-100,000 mrv «A«C>: ■ 'FMY-TV PRC-TV otjr.tvH /MCT CMfKI 5 fTVJ > AMI 'TAR. TV ittCOtK MTV WOW-TV OMAHA WTVR fH CHMONO WHAM-TV «OCH£STER KING-TV 4KATTUE KOTV TU^SA WDEU-TV Wl LHtNOTON 00,000-150,000 'AGA-TV 'LTV 'SB-TV ftANYA RLD-TV fFAA-TV IBAPTV /KY-TV Kl A. CKT fJAC-TV I OWN /DAFTV AIW0AS CITY WGAL-TV 1 ANCASlY&R WAVE-TV WHAS-TV KFMS-TV «*« ottao WHEN WSYR-TV 5Y«ACU«£ WSPD-TV TOt.eOO 14 stations, 10 cities. One hour— $300 to $500 (average $361.43); Half-hour— $180 to $300 average $216.85); One-minute or less — 11 stations, $50 to $90 (average $51.57); One-minute —3 stations, $50 to $80 (average $63.33); 20-seconds— 3 stations, $40 to $65 (average $51); 8-seconds— 10 stations, $25 to $6CMaverage $34.30). 13 stations, 12 cities. One hour— $400 to $600 (average $476.15); Half-hour— $240 to $360 ^aver- age $285.76 h One-minute or less — 10 stations, $65 to $120 (average $87.50h One-minute — 3 sta- tions, $l00lo $110 (average $103.33) ; 20-seconds— 3 stations, ""$75 lo $90 (average $81.66); 8-seconds— 9 stations, $32.50 to $50 (average $38.04). 16 stations, 11 cities. One hour— $400 to $650 (average $493.75); Half-hour— $240 to $390 (aver- age $296.25); One-minute or less— 13 stations, $80 to $110 (average $91.08); One-minute— 3 stations" $75 to $104 (average $89.66) ; 20-seconds— 3 stations7l60 to $78 (average $71.66); 8-seconds— 15 stations, $36 to $52 (average $43.57). 50,000-200,000 /LAV-TV RANO «AI»CDS VFBMTV WNHC-TV ■»AVEN WJAHTV «ptANAfC-LJ« PrtOVtOKNCfc /KZO-TV WRO0 AtAMAXOO jltMtNCCTAOV 6 stations, 6 cities. One hour— $480 to $750 (average $565); Half -hour— $288 to $450 (average $339); One-minute or less— $90 to $132 (average $104.50); 8-seconds— 5 stations, $45 to $66 average $53^70). >00,0GQ-250,00( WBEN-TV WHIO TV WLW-D KGO-TV KPIX KRON TV . * •. r»ANCUC 6 stations, 3 cities. One hour— $600 to $750 (average $645.83) ; Half-hour— $360 to $450 (aver- age $387.50>; One-minute or less— $100 to $125 laverage $116.75); 8-seconds— 4 stations, $30 to $60 (average $52.50). easier ■Bt|.» The figures below give average snot TfcJB T\ rales — b) market size. Ili<\ have ™ ™ many valuable uses, chief among them being for a quick estimate of a campaign's cost. (For ready reference, SPONSOR suggests read- ers clip and post these pages.) This compilation is the third in a series by Weed & Company TV manager, Peter B. James. He calculates that one 20-second announcement on all 109 stations would cost $15.] 19 (one-time. Class "A" rate) ; that rates are up 10 to 20c/t over 1950. Says James: "89 stations list an eight-second 'ID' rale. /.'{ moi e than 1950. show- ing the increasing import of eight-second slots." The Weed figures are particularly useful in orienting new clients on TV rates as well as in rapid estimates of what an appropriation for spot TV will buy in markets of varying size. 000-300,000 WTCN-TV MltfNEAFOLIS- ST. PAUL WMAL-TV WNBW WTOP-TV WTTG kSH., D. C. 350,000 WL.W-T CI NCI NNATI WDTV PITTSBURGH KSD-TV 4T. LOUIS 10 stations, 4 cities. One hour— $550 to $850 (average $660) ; Half-hour— $330 to $480 (average $390) ; One-minute or less— 9 stations, $100 to $160 ^average $125.55); One-minute— 1 station, $110; 20-seconds— 1 station, $100; 8-seconds— 9 stations, $30 to $80 (average $56.66). 8 stations, 4 cities. One hour— $650 to $850 (average $775); Half-hour— $390 to $510 (average $465 ) ; One-minute or less— 6 stations, $113.75^ to $150 (average $132.29); One-minute— 2 sta- tions, $125 to $150 (average $137.50); 20-seconds— 2 stations, $100 to $135 (average $117.50); 8-seconds— 8 stations, $40 to $75 (average $55.55). ■600,000 -800,000 3 stations, 1 city. One hour— $750 to $800 (average $783.33); Half -hour— $450 to $480 Jjiver- age $470 ) ; One-minute or less — 2 stations, $150 to $160 (average $155) ; One-minute — 1 station, $200; 20-seconds— 1 station, $165; 8-seconds— 3 stations, $75 to $80 (average $78.33). 5 stations, 2 cities. One hour— $1,100 to $1,250 (average $1,160); Half-hour— $660 to $750 (average $695); One-minute or less— $200 to $250 (average $220); 8-seconds— 2 stations, $75 to $100 (average $87.50). ,000-1 Million VU-TV LTV 3 stations, 1 city. One hour— $1,400 to $1,500 (average $1,466.66); Half-hour— $840 to $900 (average $880) ; One-minute or less— $250 to $300 (average $283.33); 8-seconds— $125 to $150 (average $141766). -2 Million KLAC-TV KNBH KTLA. KTSL KTTV LOS ANG£L£S 11 stations, 2 cities. One hour— $750 to $1,500 (average $1,140.90); Half-hour— $450 to $900 (average $689.09); One-minute or less — 6 stations, $200 to $325 (average $261.66) ; One-min- ute_5 stations^ $ll5 to $250 (average $194); 20-seconds— 5 stations, $90 to $230 (average $163); 8-seconds— 10 stations, $40.50 to $150 (average $112.55). 7 stations, 1 city. One hour— $800 to $3,750 (average $2,371.42) ; Half-hour— $480 to $2,250 (average $1,422.86) ; One-minute or less — 2 stations, $775; One-minute — 5 stations, $165 to $650 (average $383 )T20 -seconds— 5 stations, $130 to $550 (average $301 > ; 8-seconds— 6 stations, $80 to~$387.50 (average $252.92). ■n^HH What goes on in a clam-bed goes without sa ying. They're gulfs apart from people: there's no exchange, no buying and selling Sellers talk- buyers listen. Sound marries th pi t* m i n d s And th c tl IS 4- J~ most fo: 1 * T xl 11 'J dio. In the whole wid< .1 ji more peopl ) other voice holds so ly. . . . And in all radio nger-to CBS Radio than to any other network. It offers more of radio's top- ranking programs than all other networks combined... attracts the largest volume of advertising. For new spon- sors this leadership assures greater returns from the start than on any other network.... If you have something to sell, you have something to say. Say it where your customers listen most... on the ^J§£ ^l^/^TIiiWt^^^ PHOTO OFFER FAMILY LEGAL BOOK SPONSOR: lefferson Island Sail Co. AGEN< Y: Noble-Durj CAPSULE CASE HISTORY: \oble-Dur) produced a transcribed announcement to test the pulling power of Jef- on Salt's 7:00 p.m. Saturday night announcement. The one-time message offered a tree photo of Jimmy Dick- ens, featured star on Jefferson Salt's (.rand Ole ()pr\ half-hour. The mail return from this single pitch was an amazing 24,964 photo requests from 31 states, including such distant points a^ California and Oregon. W-M. Vi-lnill,- PROGRAM: transcribed Announcement SPONSOR: Greystone Press, Inc. AGENCY: Huber HogJ I APSl II. CAS1 HISTORY: Greystone Press ran a test campaign on their "Family Legal Adviser" — a book sell- ing for $2.98. The first week, three announcements pulled 146 orders for $1,329, or about what the firm anticipated. The following week, six announcements for the book brought in 1,132 orders for a $3,373 gross — but at a cost of 261 -J0 less per order than Greystone Press anticipated. The two-week dollar tally ivas $4,702. \\t BS, New Wk PROGRAM: Housewives' Protectivd League FREE CANDY OFFER SPONSOR: Jackson Candy Co. AGENCY: Direct I APSU1 i: CASE HISTORY: Jackson Candy, celebrating its 38th anniversary, offered a free box of candy to the first 200 fans writing to WHK. The announcement, made on the Bill Gordon Show (>; mid-morning, dreiv 100 letter s plus 50 telegrams the very same day. The next morning's mail brought in 1.250 replies to this one-time $13.25 an- nouncement. The cost for pulling in 1,400 requests amounted to less than 10 per inquiry. \\ Ilk. Clevelam PROGRAM: Bill Gordon Shov TELEVISION SETS SPONSOR: Television & Appliance, Inc. AG! N< Y: Direct l APSUL1 i ASE HISTORY: The store's co-proprietor said: "If we sell 80 of these 17" II sets in the next In days we'll be off the hook.' Il< referred to three models priced from $159.95 to $179.95. The sales approach: foui different 90-second commercials which were worked out by WEI M announcers. The cost: $200. In eight days, the appliance store sold l(>7 sets. The sales gross, held down In an order-takina bottleneck, reached $28,000. \UI\1. Fiu-hl.urj M ,--. PROGR AM: Transcribed Announcements DRUG PRODUCT SPONSOR: Calotabs Co. AGENCY: Dillard Jacob* CAPSI IK CASE HISTORY: The company sought to in- crease its sales of Calotabs, a cathartic, in Memphis' vol- ume drug stores. Pre-radio sales and inventories were carefully checked; then an announcement campaign was inaugurated. The schedule: four announcements ami transcriptions daily. Monday through Saturday. At the end of seven weeks this was the tally: dollar volume up 3839? for the IV size; 906% for the 30<* size. Cost: $96 weekly. WDI \. Memphis PROGR \M Announcements: Transcription- SEWING MACHINES RUG CLEANER -I'ON-.OH; \; I ,, M.I \Ci : Direct < APSl I l < ASK HISTOM 1 $28 expenditure involv- ing four participations on ad.), show, tin1 Budd) Starcher Pro ram, comprised Ula\ campaign in get customer leads foi electru sewing machines. The announcements asked listeners to request demonstrations. The post-cam- n tall\ : hundreds <>i demonstration requests and 63 resultant sales l > ■ --■-• ---r^fjf Happy ending ■*■'■• These people are watching a happy ending . . . and so are you. Because, while they've been watching, the sponsor has persuaded them to buy. He will make up their order later, but they have made up their minds tonight. The story started when this sponsor brought his problem to CBS Television Spot Sales. He was looking for prospects for a booklet on New York vacations, and we suggested WCBS-TV's late-evening film program, "The Late Show." At the end of two months of participation, 31,424 people had asked for the booklet! Two months after the offer ended, viewers were still asking for it. At last check, the cost was down to 11.6 cents per inquiry — and still dropping! It didn't just happen. Sponsor met customer — and sponsor sold customer— because CBS Television Spot Sales' careful analysis of his problem and time-tested knowledge of TV assured him of the right show. Ask us for a specific recommendation on your next problem. No matter what the story, we can help you find a happy ending. CBS TELEVISION Spot SALES Representing wcbs-tv. New York ; WCAU-TV, Philadelphia ; knxt, Los Angeles; wtoi'-t\. Washington: WBTV, Charlotte; KSL-tv, Salt Lake City; and wafm-tv, Birmingham. - -iSfsSSf&im Iiow .soon trill ttfornittg TV become Important to national and regional sponsors? Robert P. Breckenridge Advertising, Sales Promotion Manager Harriet Hubbard Ayer Incorporated New York Mr. Ware The pickctl panel answers Jlr. Breckenridge alt is n]i\ ious thai the value of par- ticular time peri- ods \ ar\ . else we would never have heard the terms, "Class A, B, and C time." It's also obvious that dif- ferent sponsors have different re- quirements in the type and number of the audience they want to reach. However, assuming it is the home- makei the advertiser wants to talk to, and that your question refers simpl) to how soon morning l\ will draw a sufficientl) large number of homemak- ers i" make it profitable to the adver- the answer is simple. For our experience shows you can gel a profit- able audience at an) hour if \<>u have a program 01 personalit) thai Mrs. Housewife want- to ■■ Witness the radio personality, John Several years back he lit- erally filled Madison Square Garden at 7:iio a.m. Three years ago nc pio- ti< end in da) time tele^ ision » ith \lis- s//s Got - ' Shopping. It went on the air at noun with nothing preceding noi following it. Homemakers tuned in iln-ir sets for this one particular pro- gram and it pulled a 16.8 rating! More recentl) we were responsible for a local program in Cleveland. It was scheduled for 1 I :00 a.m. Saturda) mornings. • ritics said the time period was impossible. It was too earl) on ;i da\ when people had too many other thing? to do. Actually, this show achieved the highest rating of any housewives' daytime program ever tel- ecast in that city. And it proved enor- mouslv successful in sales. To answer your question in a sen- tence: morning TV will become impor- tant to a sponsor just as soon as he can develop a program homemakers reallv want to see. \\ xlter Ware TV Director Scheideler, Bed: & Werner, Inc. Neiv York It is important Jj&fa, now. With night- time television practically filled up and with the television a u d i- ^ cnce expanding to virtually every market i n the ountrv. daytime television, cer- tainly including morning telex ision. is the logical an- swer for the sponsor who can afford frequenc) of sales impact. It is more important to the national advertiser now because the radio pattern of strip shows is being followed in the planning loi da\ lime telex ision. Before the end tiexl year, il seems to me. sponsors will be waiting in line for good strip periods on the major networks. I his time will arrive sooner when programs which have merchandising possibilities are added to the dax time roster. Daytime telex ision cannol sup- poii it-elf with mere viewer-per-dollar advertising, hut sponsors musl bu) jt4 Mr. Foley shows with sales promotion, merchan- dising, and dealer appeal which will permit him to get his dollar value out of the increased time and facilities cost. Thus, in the next year we will probably see shows like Breakfast in Hollywood and other similar programs on a fiye- a-week basis. The regional sponsor will again find it difficult to secure good time and harder to justify daytime strip costs than the so-called major national ac- counts. George F. Foley, Jr. President Foley and Gordon, Inc. Neiv York Television has al- ready started to prove that \ on can sell goods as effectively on morning pro- graming as you can at any other time during the d a y. However, {morning televi- sion will reach Mr. Madden fuH maturity in its importance to national sponsors on 7 Januar) . On 7 Januan NBC will start pro- graming 25 hours between 7:00 a.m. and 1 :00 p.m. I Monday through Fri- da\ i . This investment of over $75,000 per week for talent and production < o-ts represents the most extensive pro- graming efforts ever undertaken b) any network. As of that day our schedule will read: 7:00- 9:00 n.m. "Today" 10:00-10:30 a.m. "Mel Martin Show" 1 30 11:30 a.m. (To be announced^ 46 SPONSOR 11:30-11:45 a.m. "Willock & Arquette show" 11:45-12:00 noon "Harkness & News" 12:00-12:30 p.m. "Ruth Lyons" 12:30- 1:00 p.m. "Ralph Edwards" 7:00-9:00 a.m. Today: This pro- gram is a morning briefing session that will entertain you. inform you on every significant world and national event, but Today is even more than this. To- day listens as well as looks. News of Korea as it comes off the tape, wire photos of Paris styles as they come off the wires, Churchill's views from Lon- don within a few hours of his speech. Today has time on the screen. Today is every known means of communica- tions, all used for the first time to bring the news into NBC's studio of tomorrow. Today is Dave Carroway updating you completely on news events every 20 minutes as he pilots this fast-moving two-hour show. To- day is low-budget programing which will permit new advertisers To partici- pate in network television for the first time. 10:00-10:30 a.m. Mel Martin Shoiv. The Mel Martin Show, which will orig- inate from Cincinnati, has already be- come one of the favorite programs with the fans of the Crosley network. Mel Martin, who can best be described as a young Tom Brenneman, is both an entertainer and a salesman. His suc- cessful audience participation format should have little trouble in pleasing the lady viewers across this country. 11:30-11:45 a.m.. Willock & Ar- quette Show: This is a 15-minute com- edy program featuring two men who have a particular flair for warm, folksy humor which undoubtedly will be whole-heartedly accepted by the public and advertisers. 11 :45-12 :00 noon, Harkness & News : In addition to bringing us up-to-date on happenings around the globe, our capital-city newsroom will be on the lookout for human interest and other items of particular interest to the dis- taff side. An advertiser for this pro- gram would gain a news franchise that should join with Camel News Caravan as one of the most important and effec- tive programs on the air. 12:00-12:30 p.m.. Ruth Lyons' 50 Club: We have confidence that this lady will duplicate the great success she had enjoyed with the Crosley net- work. Before very long we expect her to emerge as one of the important na- tional personalities in telecasting. 12:30-1:00 p.m., Ralph Edwards [Please turn to page 78) Tulsans Enjoy a Standard of Living Tulsans enjoy a higher standard of living than do citizens of Oklahoma City, San Antonio, and New Orleans, according to Sales Management's Survey of Buying Power. The Southwest average income per family is $3,784.00. The average per Tusa family is $5,292.00. Since markets are people with spendable income it makes good sense to put your advertising dollars where they can gain sales for your product. KVOO, alone, covers all of the rich Tulsa market area plus bonus coun- ties in Oklahoma, Kansas, Missouri and Arkansas. For greater results at lowest cost per family put your schedules on Oklahoma's Greatest Station, KVOO, in Tulsa! TULSA, OKLAHOMA National Representatives — Edward Petry & Co., Inc. 17 DECEMBER 1951 47 PEOPLE sell bett THE VOICE, WITH ITS SPECIAL EXPRESSIVENESS... In Priscilla Mullins' day, white things came out dingier even with rinsing, and people who inhaled were seized with paroxysms of coughing. In her day if nature wasn't always right, it was just tough. But even in Plymouth colony, the Pilgrim Fathers (and, obviously, the daughters) knew that people sell better than parchment. What more proof than Pris- cilla's advice to John Alden : "Why don't you speak for yourself, John?" The point is, when you want to sell something, the best way is to speak ui) about it. And only network radio makes it pos- sible to speak up to a truly national audience. nan paper CAN HASTEN A PILGRIM'S PROGRESSI VENESS Priscilla and her pilgrim friends remind us of Thanks- i giving. Thanksgiving reminds us of Christmas selling. And - Christmas selling reminds us of the way you can use NBC radio to boost your sales this season. This year you can use network ' radio as a seasonal medium. Under our new plan, you can use anything from a one-shot to a saturation campaign. It's not too late either. If you call us today, we can have you on NBC coast-to-coast in 3 days. Call us today and hear the whole story. If you speak for yourself on NBC Radio, you'll convince a lot more Priscillas . . . and Johns. BC Radio Network a service of Radio Corporation of America This SPONSOR department features capsuled reports of broadcast advertising significance culled from all seg- ments of the industry. Contributions are welcomed. I /«fiiiiH0 <'«h tops caught housewife viewers. So, too, did an adjacenc) to Warren Hull'- Strike 1 1 Rich, and the Late Show on WCBS- T\ caught hu-kmd- and wives. The same film ran in Chicago. Detroit, and Oklahoma with a one-minute transcrip- tion for the radio spiel. First id urn- came in slowl) five days alter the initial ofTer. Slow enough for Leigh personnel to handle it themselves. Then came the deluge of tops and quarters and the Reuben H. Donncllev Corporation was called in. The late-l tall) : 60 cubic feet of can top-: thousands of quarters. Leigh ollicials credit lW/o of the campaign -unv- to WCBS-TV. While returns from out-of-town were satisfac- tory Leigh executives believe that re- turns would have been greater had a local instead of a New \ >>rk box num- ber been used. In New York, Flamingo sales were doubled at a cost of only $3,500 week- Iv plus several thousand dollars for point-of-sale materials. And. because WCBS-TVs Patt, Flamingo's McCarty with tops When you : Flamingo frozen orange juice (Leigh Foods) ami an offer of a Swing- \-\\ a\ wall can opener for 25e ami 30 Flamingo can tops. But. before this successful -even- week campaign -tailed in earl) Sep- tember, Douglas Leigh executives pon- dered about premium types thai would be most suitable. Comic 1 k- lor the kids or brooches lor the ladies were undei consideration but the Swing-A- \\ a . openei won. I he clincher, accord- ing to Millmin McCarty, Jr., Leigh Foods vice president, was three factors: 1 . I he $ I.').'! can opener, in a choice of red. yellow or white, ua- a qualit) item and a good value. Il ua- impor- tant thai premium standai ds be as high a- the product standard. 2. Premium ua- unusual because of ii- magnetized "magic fingers" that hold severed can lids. '!. Pel fe< l lie-in. Flamingo - one minute film commercial could featun in of F lamiico juice being openei w ith a Swing- \ \\ a\ . I he aii ( ampaisn i an until ~> No vember (offer pvpirerl 1 ~> November) with WCBS-1 \ suppb iir: the heav v pun< h. f me-minute film romm next to the Margaret frlen Shon CM70PS 402,450/ Wall can opener proved irresistable air offer ] of the campaign's staggei ing su< i ess, anothei offei i- scheduled. I he enthusiastic responses included one from a \eu "l ork man who post- poned hi- move to Rhode Island for one month because hi- w ife wanted to accumulate 30 can tops and Flamingo wasn't available in that particular Rhode Island community. It's a problem that'll soon be taken care of. Flamingo, which first hit the New York market in June 1950, now has distribution along the Eastern sea- board and parts of New England. It's first in sales in the Jewel Tea chain in Chicago, and the product is on grocers" shelves in Detroit. Oklahoma City, St. Louis, and expanding into Texas. All in all, markets that represent 50% of the population. Plans for 1952 call for continued use of radio and TV with an expenditure of $500,000 to $1,000,000 depending upon distribution at that time. * * * WMAQ, WNBQ top news eoverage sells sponsors News can be made extra-valuable for radio advertisers. That's the contention of WMAQ, NBC in Chicago, and its sister station, WNBQ (TV). They back up their contention with an enviable news sponsorship record. On-the-scene radio repc sponsor draw For, with WMAQ hanging the "sold out" sign in its weekday news opera- tion, the paid-for newscast tally stands at 80 weekday and five weekend shows, six weekend shows are unsponsored. WNBQ's score: 24 commercially spon- sored shows weekly; nine sustainers. Credit for this commercially success- ful news operation goes to William Ray, head of the news department for NBC in Chicago since early 1943. It's his belief that wire service material must be bolstered by local reporting by men who know their business (see 29 Januarv l')5] SPONSOR, "Are you get- ting the most out of your news spon- sorship?"). This polic) has paid off with a grow- ing list of scoops bv staff men like Len O'Connor and Jim Hurlbut. The two re< ciitK scored three news beats in one dav. O'Connor produced an important witness for the grand jury in a notori- ous local ease: Hurlbut was in at the killing of one bandit and the capture 50 SPONSOR of another and, with sports commenta- tor Tom Duggan, broke the news that University of Kentucky cage stars were involved in the basketball scandals. But that's not all, The 85 sponsored AM shows and 24 commercial TV shows are backed up by a considerable staff of newsmen who can write the news, rewrite wire copy or, if need be, WNBQ's cameras aid WMAQ's AM know-how can go on the air and read the news. On video, news analysts Clifton Utley and Alex Dreier give advertisers that something extra with their authorita- tive comments. * * * "Count Your Customers" is new BAB station sales tool Over 930 BAB-member stations now have at their disposal a fact-filled sales tool of vital importance to regular and prospective air advertisers. It's a 32- tetal results of 22 ARBI studies FURNITURE, APPLIANCES & HOUSEWARES ADVERTISING MEAN % OF BOTHEE 25.4% EEE135.9% 10.0% Iilffilil28.7% TOTAL TRAFFICS MEAN % OF TRAFFIC WHO PURCHASED HVMJJJ<;H44.9% TJTJ145.0% 51349.1% 32.4% MEAN % 0FM!k':HJ.IJJ:g28.4% ■■■QHH39.0 7O inaii.3% VOLUME PURCHASE0^MHII323.3% TOTAL DOLLAR" ARBI's studies chart shows radio's strength page report called "Count Your Cus- tomers" and it shows what happens when advertising is bought and sold on the basis of results. Details for "Count Your Customers" were garnered from 50 certified sur- veys conducted by Advertising Re- (Please turn to page 78) Advertisement HERE' i THE NEEDLE! Vice-Pres. Gen'l Mgr. Associated Program Service 151 W. 46th, N. Y. 19 iTUIIilMllimiiliMlfll "Radio won't work for me," said a local department store executive to a broadcaster recently. "And don't say I haven't tried. We've used radio now and then, but newspapers always bring in more customers." Conversation sound familiar? Of course! Many station-operators have heard it. But the broadcaster who lis- tened to the particular words we've quoted suddenly had an idea. He was sitting at lunch at the time, and he leaned across the table and said: "Not to change the subject, but do you think you can tell the dif- ference between Scotch whiskey and Bourbon? "Anybody can do that" was the store-operator's amazed reply. "Bet ten bucks on it?" "Sure." The station-operator called the waiter and in a moment he had two tall glasses, full of water and ice, and two jiggers of Bourbon and Scotch on the side. He dipped the end of his little finger in the Bourbon, picked up a drop, and carefully transferred it to one glass of ice water. Then he put a drop of Scotch in the other glass, shuffled the glasses about on the table, and asked the retail- er to tell them apart. "That's not fair," the indignant re- tailer complained. "You can't tell any- thing that way. There isn't enough in those glasses to spot the taste!" "You're darned right there isn't." said the broadcaster. "And there hasn't been enough radio money in your bud- get to give you a fair taste of radio, either. You can drink this glass of ice water and swear you've tasted Scotch, just as you can put a fraction of your advertising budget into radio and insist you've tested it, but in both cases you'd be kidding yourself. "You'll know how radio can do a job for you when you decide to give it a fair test. To me, that's a 50-50 test, half of your total media dollar on any single promotion. Meanwhile, you're condemning radio unfairly and worst of all, you're depriving your business of a promotion and advertising facility that could help build greater volume and make loads of new friends and cus- tomers for your store." Another good salesman to men- tion today is a staff member at Si Goldman's WJTN, Jamestown, N. Y. Faced with the need for sales of programs at Yuletide, and equipped only with the usual tools — a radio station, available time, and ingenuity — this man applied good merchandising sense. He took the APS Christmas program package, selected several of the strip programs, carefully edited the technical production instruc- tions out of the text, had them all re-typed on station letterhead, bound in cover-paper bearing the prospect's name on the outside, and presented them as "a special holiday program built just for you and your store." This simple merchandising gimmick is impressive to a retailer. In most small and medium sized markets he spends his time selecting much of his Christmas advertising material from mat services and other "canned" sources. The chance to buy exclusive material, prepared just for him, is attractive and welcome. Best feature of this is that it is offered to existing station advertisers as "something to use in addition to your regular schedule." It works, too. We learn a lot from our own sub- scribers. They tell us — and show us, too — that it isn't the gimmick in the program that makes the sale — it's the salesmanship in the pitch itself. "Give us good, basic listenable music," they say, "and help us keep up-to-date on what's new in selling. We'll do the rest." And dozens of them are doing just that! 17 DECEMBER 1951 51 7(J&y Should tyott la Can 'Ptafrt-S&evie 'Pt&A A he other day one of our Colonels was quite surprised and gratified when an agency friend told him that the F&P Profit-Share Plan, now in its seventh year of successful application, is "a big plus to F&P customers" . This is the way he figured it, and it makes sense to us: "After all is said and done, one of the most important things a media salesman can do for us agencies and advertisers is to deliver the hardest, most intelligent solicitation possible for his particular medium. "Until we agencies know we've had that kind of solicitation from every medium, how can we be sure we'll select the best} "So — good salesmen are a boon to us. "But everybody knows that it takes good money to buy good salesmen. Hence I, for one, am glad to hear of your Profit- Share Plan. It's an enlightened and intelligent forward step for us as well as for F&P". * * * * Good men, well-paid men, have always been our key to success here at F&P. Our Profit-Share Plan is only one of several "enlightened for- ward steps" we've taken to that end. We hope you see the results, in every call we make. H T* REE 1 Pioneer Radio and Television Station Representat Since 1932 MAY YORK CHICAGO DETROIT ATLANTA FT. WOR'J mteneAted DLLYWOOD an. 2 mois SAN FRANCISCO REPRESENTING RADIO STATIONS: EAST, SOUTHEAST Boston-Springfield WBZ-WBZA WGR KYW KDKA WFBL Charlotte Charleston, S. C. Columbia, S. C. Norfolk-Newport News Raleigh-Durham WIST west; WIS WGH WPTF WDBI Roanoke MIDWEST, SOUTHWEST Des Moines Davenport Duluth-Superior Fargo Fort Wayne Kansas City Louisville Minneapolis-St. Paul Omaha Peoria St. Louis Beaumont Corpus Christi Ft. Worth-Dallas Houston San Antonio MOUNTAIN AND WEST Boise KDSH Denver KVOD Honolulu-Hilo KGMB-KHBC Portland, Ore. KEX Seattle KIRO WHO woe WDSM WDAY WO WO KMBC-KFRM WAVE WTCN KFAB WMBD KSI) WHEN TELEVISION SELLS... fit g' nil it ri* IN SYRACUSE Brothers Chet and Stanley Sagenkahn of the Sagenkahn Furniture Galleries have been on WHEN television for over two years. They attribute the year-round success of the BARCALOUNCER Heart Chair to their TV promotion of this item which retails at an aver- age price of $165. WHEN television sells for Sagenkahn! TO YOUR NEAREST KATZ ACENCY MAN AND GET THE FACTS ON CENTRAL NEW YORK'S BEST TIME BUYS. CBS • ABC • DUMONT WHEN TELEVISION SYRACUSE " •' »»'■;;•* ■<.'. — ' — ' OWNED BY THE MEREDITH PUBLISHING CO. agency profile Ruy \ i»* Den President, Lennen & Mitchell Fun-loving Ray Vir Den delights in deflating stuffed shirts. But somehow — with his gusty good humor and his really keen sensitivity to other mortals — he manages to make 'em like it. He's the vigorous, vital kind of president you'd probably expect to find at the helm of an agency as alert and enterprising as Lennen & Mitchell has been for 27 years. For instance. L & M's pioneering spirit made it venture brazenly, and in a big way, into radio way back when that medium was yet a mere babe. Broadcast media have continued important to L & M clients. This year, AM and TV get approximately a 50' '< slice of better than $16,000,000 in billings. But L & M is no more alert and enterprising than dignity-trampling Ray Vir Den. Born the son of a hell-and-damnation preaching Meth- odist minister in Wheeler. Indiana, 1895, Ray helped his dad shout about the benefits of prohibition to whiskey-loving Indians in Okla- boma where the family had moved. It was his promising tenor voice, encouraged by a high srhool music teacher, that brought teen-aged l!«n tc New York with high hopes for a singing career. However, it was his desire to eat more sumptuously than a singer's salary would allow that made him switch to the business world and a junior part- in i -hip in a Wall Street investment firm. In 1029, while still a Wall Street customer's man, his friend (and In- has hordes of them I Jack Mitchell of Lennen & Mitchell told him that they needed some new ad ideas for their accounts. Ray, in- terested, produced a batch and to his amazement, he was offered s|0() apiece for them. After that, it was the advertising business — and L & M — for him. Ray's idea-producing propensities were especially attractive to L & M because it prides itself on being what it calls an "idea shop." Whenever a fresh slant on an account is sought, everybody in the agenc) is invited to contribute ideas. That this philosophy has paid oil is attested to by the way accounts tend to stick to L & M: P. Loril- lard has been with them for 26 years; Tide Water Oil, 23 years; Snipp-Howard. 22 years; Lehn & Fink, 20 years; Swedish-Ameri- can Line, 14 years. At least one show on radio or TV every night is being bankrolled l'\ an L & M client, reports Ray Vir Den. P. Lorillard alone has Original Amateui Hour, Down You Go, Stop the Music, and Madison Square Garden Sports Events on TV, as well as Queen for a Day, Stop the Music, and Original Amateur Hour on radio. I!a\ is an enthusiastic "free enterpriser" and looks eagerly for- ward to the big TV thaw, which, he feels, will bring down the high cosl of TV. • • • 54 SPONSOR 6iearly daytime television hasn't seen anything m « • yet: 999 {% ^S * J£ took a 12-foot telegram to tell our Neiv York office just the bare details of the fabulous new RALPH EDWARDS SHOW And little wonder, for this is noon-hour programming on NBC-TV that will make Hellzapoppin look like a New England church social . . . This is pure EDWARDS pulling all the stops from Hollywood. This is the master-showman who made "Truth or Consequences" a national pastime. This is television that will pay off in pure profit for sponsors who get in early. At 12:30 on January 7 the fun begins (not sc funny for advertisers who miss the bus). Better talk to us right away about a most reasonably priced 15-minute segment. THE RALPH EDWARDS SHOW 12:30 TO 1 P.M. EST NBC TELEVISION 30 Rockefeller Plaza, New York 20, N. Y. A Service of Radio Corporation of America the biggest PLUS in network radio history: 10 all-star shows i the movie stars are moving to MUTU Leo (MGM) Lion provides Hollywood star-talent... and Mr. (MBS) PLUS provides new Multi- Message Plan for unprecedented advertiser benefits in 6 prime evening hours every week starting New Year's Eve for facts on how to reach the most-per-dolla in all radio, call: MBS-PE 6-9600 HERE are the 1951 Pulse markets . . . . New York Cincinnati Los Angeles Seattle Miami Charlotte Lancaster Oklahoma City Fargo Fresno Los Alamos Worcester Syracuse Cleveland Buffalo Chicago San Francisco Richmond Albuquerque Columbia Modesto Akron Albany Santa Fe Springfield York Omaha Columbus Boston Birmingham Minn. -St. Paul Detroit Rochester Reading Augusta Manchester Waterbury Keene, N. H. Bangor Wilkes-Barre Erie Norfolk Dayton Philadelphia New Orleans St. Louis Atlanta Cleveland Saginaw Madison Trenton Utica-Romc Bakcrsfield Shenandoah Indianapolis New Haven Washington, D. C. Northern New Jersey Jamestown, N. D. For 1952, an even bigger list will be available. Advertising agencies, advertisers, and stations arc invited to par- ticipate. For information . . . ASK THE PULSE THE PULSE Incorporated 15 West 46th Street New York 36, N. Y. SERUTAN (Continued from page 31) a third of his ad dollars into airselling — Serutan's share for radio and TV is rather startling. Out of a total Serutan Company bud- get (all products) of approximately $2,500,000, the firm is today spending about (>V, of it on the air, using net- work radio and TV and spot broad- casting. Here's where the money goes: • At the national level, Serutan goes ■ill,., the "over 35" < onsumer with Vic- tor H. Lindlahr on virtually the full \I'.C radio web. Lindlahr. a diet au- thorit) with a kind of watered-down Gayelord Hauser approach, is heard daily, in a 12:15 to 12:30 p.m. slot. In TV. Serutan is a participating ad- vertisei in one of the two DuMont drug chain video shows. Serutan TV film commercials are seen weekly during the Friday-night, 10:00 to 11:00 p.m. tele- casts of Cavalcade of Stars with Jackie Gleason. Earlier this year, Serutan was also in Cavalcade of Bands, but has been taking a breather since the show was replaced with Cosmopolitan Thea- tre. Another net TV show, Life Begins at 80, is expected to start shortly on DuMont. • At the local level, Serutan airs the Lindlahr show on a transcribed spot radio basis on some eight key radio outlets, like WCOP, Boston, and \\ I \ \l. < :ie\eland. to supplemenl it- coverage. Filmed TV announcements are used in a few key markets, mostly in the Fast, although more are on the way. Time slots are bought with an eve lor a large number of adults in the audience. A series of filmed TV an- nouncements and/or programs featur- ing Lindlahr, air salesmen extraordi- naire for Serutan from the beginning. is also in the works. • \l supporting levels, Serutan splits up 30', of its total budget for news* papers and Sunday supplements, trade advertising, and national magazines. I lie remaining 5% goes inlo other items like extensive display and point*: of-purchase piece's. \l all levels of advertising, Serutan weaves its radio and TV selling in and out ol it- other promotion; The result is an advertising fabric that is tight as British gabardine, and just as smooth. Serutan shows and personalis ties, in recent years, have been thor- oughly ci oss-plugged and merchandised to the public and the trade. Itioadcast advertising carries the heavy. day:to- dav load. Other consumer advertising is designed primarily to use large (hunks of copy to tell an occasional story in full detail. All advertising is designed media-wise and copy-wise to reach and impress the "over 35" con- sumer. Hard-hitting and well-planned, Seru- tan advertising (via Roy S. Durstine until 1 January 1952, when Franklin Bruck takes over most of it) is still a lineal descendant of the original ad- vertising formula. It is also pretty much the creation of Serutan president Matthew B. Rosenhaus. who started the whole thing in the mid-1930's. When Rosenhaus launched Serutan and invented its name, he was sticking his neck out, both with the product and the approach to the consumer. For one thing, Rosenhaus was not aiming at everyone in sight. The product was de- signed specifically for the "over 35" consumer. Thus self-limited, the adver- tising approach had to be aimed at this group to avoid waste motion. How- ever, Rosenhaus' idea has proved to be crazy like a fox. Take the matter of the consuming market. Even in the early days, some 60,000,000 people were his potential buyers. Today, with increased life ex- pectancy, it's closer to 70,000,000. Not only that, but most of the laxatives bought are purchased by people in their 30's and upwards who are be- ginning to slow down and worry about their health. This includes about 50' , of the U. S. population. With most of the nation's buying power and health worries concentrated in this group, Rosenhaus soon found he was on to a good thing. Serutan has since launched its other products (such as Geritol ) . aimed at even older groups, and then gone after them with rifle-accuracy advertising. The rising science of geriatrics has merely proved Snitan's point: Products aimed at the BEAUTIFUL GIRLS get lots of BCU's (big close-ups) But the real star of our TV spots is . . . SELL! 6233 Hollywood Blvd., Hollywood 155 E. Ohio Street, Chicago 58 SPONSOR middle-aged and elderly American can be a success, if they're sold properly. Even the Serutan-owned magazine, Journal of Living, a sort of joy- through-health Reader s Digest, has been a thumping success. ( Incidental- ly, health commentator Lindlahr writes a regular column for the Journal of Living, furthering Serutan's everything- plugs-evervthing-else strategy. ) Serutan picked New York as its test market when the product first ap- peared. Since Serutan's plant and of- fices are in the New York area, it seemed like a good though ambitious choice, since officials could keep a close watch on results. Lindlahr, who had been selling various health-promoting items for Serutan's predecessor com- pany (Health Aids) on WAAT as early as 1929, was chosen to go on the air. While Serutan executives and salesmen scurried around filling up the distribu- tion channels, Lindlahr began to do a bang-up job with a daily 15-minute show on WOR. The campaign was backstopped with large-space newspa- per ads in New York. Recalls agencyman Franklin Bruck, original ad counsel for Serutan who lost the account 10 years ago, watched it pass through three other agencies, and now has it back again :"We tested the product and the radio approach thoroughly before we began to expand nationally. Sampling offers gave us a good clue to our market, and we con- centrated on the 'over 35' group in all advertising. It was a hit right from the start." Market expansions were then done in large leaps. Distribution was com- pleted before anything like a really na- tional radio effort began to go to work for Serutan in the fall of 1941. That was when Serutan began sponsoring a Sunday-night newscast series with Drew Pearson and Robert S. Allen on the-then Blue Network of NBC, which lasted until the middle of 1944. Other programs, aimed at the "over 35" lis- tener, soon followed. Here's a capsule summary of Seru- tan's air progress. A. L. Alexander's Mediation Board (MBS, 1943-'46); Monday Morning Headlines (ABC, 1944-'46) ; Hymns You Love (MBS, 1945-'46) ; Letters to Lindlahr (MBS. 1945-'49) ; Gabriel Heatter (MBS, 1946-'49) ; Victor H. Lindlahr (ABC, Sept. 1949 and still on) ; Edwin C. Hill (ABC, 1950-'51) ; John B. Kennedy (ABC, 1950-'51) ; Headlines in the News (ABC, April- 5 star participation shows in a top TV sales market At low participation rates, these top-rated programs offer you ready-made and responsive audiences in Amer- ica's fastest-growing T\ area. All 5 shows have proven sales records for national advertisers. Phone Blair TV or write direct for program resumes. ^ "Armchair Theater" 11:10 P. M. Top-rated daily late evening show featuring first TV runs of outstanding films by famous stars. Offers top value for your TV advertising dollar. "lean's Kitchen Fair" with * Jean Phair 10:45 A. M. This top home economist has built a '"must see" audience of homemakers in the big \\ BNS-TV area. It's your key to central Ohio's TV kitchens. "Western Roundup" with The Wrangler and Blackie from l:l> to 6:00 P.M. the whole pang gathers around the chuck wagon for western lore, rope tricks, drawings of personal brands and w estern films. "Sharp Comments" with Fern Sharp 3:30 P. M. A unique \ariety program for women by a leader for over 12 years in pre- senting fashion, food and homemaking news to women of central Ohio. "Homemakers Hob Nob" 10:00 A. M. From "Slick Tricks" to "Buying Tips" Jeanne Shea, Tom Gleba and east of f blend the best features of the "Women's Page" into this fast-moving popular program. mbns-tv COLUMBUS, OHIO CHANNEL 10 CBS-TV Network. Affiliated with Columbus Dispatch and WBNS-AM. General Sales Office: 33 North High Street 17 DECEMBER 1951 59 Sept. L951 i. A glance at the above will reveal an interesting fact. Serutan's ra- dio network philosoph) consists basi- cally of frequently having two, and sometimes three radio network shows going at once. These are usually of a five-times-weekly, quarter-hour variety to get repetition of impact. Research breakdowns show the audience of these shows to be primarily in the adult, 35- and-uj) category Serutan wants to hit. After some trial warm-ups. I \ was added in 1949, with the two DuMont Cavalcade shows. These have proved to be efficient merchandising vehicles for Serutan. and for its newer prod- ucts. Spot radio and TV were added at about the same time. Needless to say, there are good-sized Serutan schedules on Newark's WAAT and \\ \TV. one of the minor reasons why Serutan's Matthew B. Rosenhaus is so air-minded. Serutan commercials are hard-hit- ling and are divided about evenly in stress between the emotional fears of growing old and the "nature" aspect (no drugs, salts, etc.) of the product. A typical commercial might run along these lines: "As you grow older, GARtf III 1 • II • 1 III 1 t 1 1 4 t III -J- " ' 1 1 1 1 71 You can't cover Indiana's #2 market from another state. Our rates are local and include complete merchandising distri- bution and promotion assistance. We serve 400,000 loyal listen- ers in Negro, rural, industrial, and four nationality groups. Only the Gary Sales Plan sells Indiana's second market. Call us without obligation. Gen. Mgr.-WWCA WWCA Gary Indiana's No. 2 Market haven't you noticed — the more pills you take the worse you get? Now, there is a newer — a safer — a more ef- fective way to daily regularity. One designed especially for people over 35. It is SERUTAN — based on nature's fresh fruit and vegetable principle — the effective method that today stands medically approved." These themes are worked over thoroughly, hitting the "over 35" angles, the natural mildness of Serutan, double-your-money-back of- fers, and the fact that Serutan is non- habit-forming. Commercials for the other Serutan products are only a side issue to the main selling done on the laxative prod- uct. The approaches for these products are very similar. They usually revolve around the general theme of health and good looks — even if the listener is on the wintry side of 35. The men behind Serutan advertising, at the client level, are its president, M. B. Rosenhaus, and his assistant, Sam- *\\i J. Young, Jk.. Inc., Nat'l Rep. • J. E. Campeau, President 17 DECEMBER 1951 65 and that meat company and the Glass \\ axers and all don't mind sharing Godfrey, but it sure would be nice to be ll\ ing solo. So as I said- I hope no network is nut to do what I a-heard because if it turns out that way. four men in four networks might \er\ well become our Commissars of Television Enlighten- ment and the only TV job of an) con- sequence in the 3.000 advertising agen- cies will be that of timebuver. * * * BAB'S 1952 PLANS {Continued from page 37) met! in. when all are reduced to com- mon denominators, will he another ma- jor service to national and local ad- vertisers. Other media, like magazines, news- papers, outdoor, etc.. will be weighed against radio, and the cost and audi- ence comparisons made clear. Hint: Earlv BAB check-ups have re- vealed glaring holes in publication and newspaper promotions. When mea- sured against radio, BAB feels, many an established publication will take some mighty hard knocks. This should help change many an advertiser's mind about radio. 3. Special marketing studies will be done by BAB, in conjunction with ARBl (Advertising Research Bureau. Inc., Seattle). These will >how how radio, in spe- cially-selected test areas, motivates con- sumer purchases through extensive in- terviews at check-out counters. Some ARBI studies have been done, several more are now in the works. Other spe- cial projects will include an upcoming study, of particular interest to automo- tive and petroleum advertisers at all levels, which will measure auto-radio listening, including that done in the winter months, as compared to sum- mer. These are timetabled for April, or earlier. 4. BAB personnel will make many more personal calls on advertisers and agencymen than in the past. Where BAB was once confined, a few seasons ago, to limited assistance to lo- cal stations. BAB men will now have more time, more facts for the man who pays the bills. Nearly 200 calls on all types of national, national-and-co-op, and local advertisers will be made be- tween January 1952 and the end of the first quarter. They wont be "quickie" calls with a general story, either. BAB representatives will be seeing at least three or four people (ad managers, sales managers, merchandising mana- gers) on each call, with radio presen- tations geared specifically for particu- lar industries. BAB expects real results for radio from this "personalized," ap- proach. 5. The farm market, where radio is still the best and most efficient way to reach the farm consumer, ivill be ex- plored and charted. Everything, from data covering lis- tening habits to radio results in this field, will be covered, assembled, and passed on to advertisers by BAB. and by stations working with BAB. Early data indicates that these farm studies will be eye-opening. 6. Industry news, in a semi-monthly neivsletter format, will be sent very soon as a direct-mail promotion to agencies and advertisers. This new newsletter will keep them informed on what's happening in radio advertising. Top Dog Says: ". . . . Just dreaming of the B. C. forest wealth in the CKNW area, where payrolls are Canada's highest and 'NW has 25% more listeners — according to every survey this year." *TOPDO Con your dial C K N W-1 3 2 0 66 SPONSOR 7. To stimulate more and better co- op advertising in radio, between na- tional or big regional advertisers and their dealers, stations will be supplied with ever-increasing data on co-op cam- paign ideas. BAB plans to reach the large adver- tiser at both levels: at the national level with sales calls, presentations, etc.; at the local level, by having stations call on dealers with full information, ideas, and plans. BAB feels this stepped-up both-ends-against-the-middle approach will result in more big advertisers be- coming aware of the opportunities and advantages of co-op radio efforts with • ••••••• <<>The basic thing wrong (in radio over- commercialization) is that some adver- tisers stick as close to the truth as they have to under the FTC, but by weasel words and tricky production, give infer- ences contrary to the truth." BRIG.-GEN. KEN R. DYKE Vice Pres., Programing. NBC • ••••••• local-level dealers and distributors. This will continue throughout 1952. 8. As a further assistance in helping local retailers and merchants with their use of local -level radio, BAB will issue a constant stream of other promotional radio material. These will include the famous BAB Retail Information Folders, sales and merchandising ideas going out to 950 BAB-member stations. Starting in Jan- uary, BAB will have several new local- level services as well. These will in- clude a radio research library (con- taining valuable data on local-level ra- dio ) , a series of copy-writing aids, new and useful case-history studies, and a calendar of special retail merchandis- ing opportunities I Christmas, St. Val- entine's Day, etc.) and how they can be related to radio. That's the 1952 BAB story, and that's what broadcast advertisers will soon be seeing I and using I because of the BAB. Actually, the streamlined services of BAB will now be quite comparative to those offered by other industry-sup- ported media promotional organiza- tions, like the ANPA. For instance, the new 1952 BAB will have sales analysis services, research services, and assis- tance to retailers I although most of the local-level assistance is routed via the stations I comparable to those of ANPA. It will have somewhat less to offer in the way of statistical services than the older and better-nnatu :ed He rings a bell with cash-register echoes The miniature Liberty Bell on his mantel symbolizes a point of view shared by millions of his listeners. That's one reason why his nightly analyses of the news from Washington establish a rapport with his audience which rings cash-registers for his sponsors . . . and brings in folding money too! As Mr. Joseph P. Wortz, vice-president of the Security Trust Company, wrote to Station WAMS. both of Wil- mington. Delaware: "We have received letters of commendation regarding our sponsoring of the Fulton Lewis. Jr. program and we feel that we have written considerable new busi- ness as a result of this particular program." The Fulton Lewis. Jr. program, currently sponsored on more than 370 stations by more than 570 advertisers, offers local advertisers a ready-made audience at local time cost. There may be an opening in your local- ity. Check your Mutual outlet - - or the Cooperative Program Department. Mutual Broadcasting System, 1440 Broadway, NYC 18 (or Tribune Tower, Chicago 11) . 17 DECEMBER 1951 67 W \ the Food and Drug Ad- ministration proved thai smoke from all leading 1 rands of cigarettes con- tain irritating substances (carbon di- oxide, carbon monoxide, nicotine, am- monia, tars, formic acid i "in essen- tially the same quantities and degree." Rebuttal b\ the cigarette advertis- ers varies from the practical to the defensive. An advertising spokesman for the American Tobacco Compan) I which cites laboratory tests proving Luckies "better made'' and of finer "qualit\" than the "smoke screen claims" of its five principal competitors I told SPON- SOR: "'The FTC allegations don't af- fect us. In the seven \ears or so it takes the Commission to gel down to cases, we've loni; sinrc vmi ■ on to new advertising campaigns. Developing a theme for a cigari Lte ad campaign is like staging 1 1 u - li< < \ t e chorus pro- ductions. They're the same reliable girls, but wearing n ;w dresses. I feel our current 'Claims! Claims! Claims!' strategy is a good hard-sell campaign, because it's based on wha! we feel are actual lads, not claims. When you get an informative stor) like this one. you don't pass it up." A spokesmen for Philip Morris & §5 WIS RICH MARKET No other signal covers the South Bend market like WSBT. Radio sets in use are up to an all- time high of 32.8! WSBT's share of audience at 66.6 is way above the national average. And here television is insignificant because no con- sistently satisfactory TV signal reaches South Bend. Don't sell this rich market short. Wrap it ui» with WSBT radio. & % 30 Years on the Air PAUL H. RAYMER COMPANY • NATIONAL REPRESENTATIVE 17 DECEMBER 1951 69 Company: "Whal most concerns us is thai almost 2.000.000 people have switched to Philip Morris because of our hard-sell "nose te t . It works. In a way, smokers are like drunkards: the) have a LMiilt feeling about the habit. So you have to sell them on the idea that the cigarette you oiler them is less harmful than other-. The) like the idea that they're buying something -i perior. I don't think cigarette com- panies destro) the credibilit) of all ad- vertising, even though the tobacco claims are more ostentatious. The rea- son i> that when a consumer gets rooked into buying a fraudulent patent medicine, say. he gets nothing for his money. But when the consumer is ca- joled into buying another cigarette brand, even on a trick test, he still knows he's getting a good product at a low co-t. Richard Kelly, account executive at \\ illiam Esty, for Camels: "Our 30-day mildness test is hard-sell, but it's also lull of interest. In our cigarette com- uncials, we believe in balance." Radio/TV executive at Sullivan, Only ONE Station DOMINATES This Rich, Crowing 15-COUNTY MARKET WITH 1950 Per Capita Effective Buying Income of $745.00 Sales Management, 1951 Survey of Buying Power />££ y^uA^H^a/^eHZ^t^/^^iTibHr AM-FM WINSTON-SALEM NBC Affiliate Hrprr\fnlr(| b) HEAOIEY REED CO 70 Stauffer, Colwell & Bayles, handling the Pall Mall account: "All I know is that our hard-sell 'reason why' com- mercials have helped Pall Mall become the fastest-growing seller among the Big Six. We don't debunk other claims, like Luckies does. We use a positive claim: 'By actual measure, Pall Mall's greater length of fine tobaccos still travels the smoke further — filters the smoke and makes it mild.' And we believe in the validity of our claim that the filter helps you guard against throat-scratch." Gil Supple, assistant copy writer. Lennen & Mitchell, who works on the Old Gold account: "I think some of "Once a TV commercial is actually in production, all the reins should be handed over without question to the producer. If he can't be relied on to function alone, if he really needs help, then you reallv need a new producer.'* GARTH N. MONTGOMERY V. P., Radio/TV, Kenyon & Eckhardt. IS. Y. • ••••••• the other cigarette advertising claims, have gone to ludicrous lengths. We've introduced a note of sanity with our contention that we're tobacco men, not medicine men; and our 'treat instead of a treatment'. We don't sell graphs. We sell real, deepdown, smoking pleas- ure only." J. V. Tarleton, account executive at Cunningham & Walsh, handling the Chesterfield account (which currently advocates the "no unpleasant after- taste ") : "The question of the validity of cigarette claims has been debated at intervals over the last 35 years. There's still no solution." Actually, many executives within the industry, fearful of the black eye that all advertising may suffer, suggest two solutions for cracking down on ex- travagant claims. One is that the radio and TV networks demand higher stand- ards in their continuity acceptance de- partments. An NBC executive admitted to SPONSOR frankly: "We threw up our hands on cigarette claims long ago. We could have cracked down, but what would have been the use? The\ would have taken their bus- iness to another network. So we let them go ahead, but without our bless- ing. We felt it was their — and FTC's — battle, and they'd have to resolve it themselves. The trouble is that the FTC hasn't had enough effect on them. What the cigarette companies don't realize, SPONSOR though, is that their extravagant claims have a deleterious cumulative effect on civic leaders particularly and the pub- lic at large." This notion is corroborated by Thomas Roberts, information director for the Association of Better Business Bureaus. "As long as broadcasters per- mit flamboyant cigarette claims to go on the air," he told sponsor, "the pub- lic will accept radio and TV commer- cials with an increasingly larger grain of salt. For instance, I myself smoke Chesterfield cigarettes — but only out of habit; not because of a dubious claim." Ralph W. Hardy, government lobby- ist for the National Association of Ra- dio and Television Broadcasters, point- ed out recently that broadcasters very definitely will lose government good- will and business — if they don't be- come more discriminating about pass- ing extravagant claims. The adverse effect was demonstrated only recently, when the Senate turned down the $4,- 000,000 appropriation which had been scheduled for recruitment advertising, much of it on radio and TV. In a speech before the 4A's at Greenbrier this past April, Hardy noted that many Congressional law-and policy-makers had adopted these disturbing attitudes toward advertising: (1 1 That advertising is an "unneces- sary luxury, an economic waste"; (2) that there is something "phony" about it; (3) that because of "flagrant viola- tions of good taste and propriety" it had lost public "confidence and accept- ance"; (4) that there is "something sinister and improper in institutional advertising"; (5) that "advertising people generally have failed to get their own professional messages across to vital policy-makers." A second safeguard suggested by many within the industry is that the 4A's little-known Special Committee on Improvement of Advertising Content be more widely publicized and strength- ened. This body was set up by the 4A's in 1946 as a kind of self-regulat- ing watchdog of the advertising indus- try. Its current chairman is George Reeves, astute Director of J. Walter Thompson, Chicago, and its 10 com- mittee members include Kenneth W. Akers, of Griswold-Eshleman, Cleve- land; Earle Ludgin, of Earle Ludgin & Co., Chicago; Thomas F. Conroy, of Thomas F. Conroy, Inc., San Antonio; L. Stanford Briggs, of McCann-Erick- IS BACK! 52 thrill-packed half-hour stories of the fabulous rogue made famous by Orson Welles in "The Third Man." Send for audition. LANG-WORTH DISTRIBUTING CORP. 113 West 57th Street, New York It You Want to Make a Lot of Stops.. lake a Local (You Meet Lots More People That Way!) Don't take a "limited" through this vast, important South Florida Market... get in all the stops ! Call our Rep ...The Boiling Company... and let them plan your sales itinerary for the big season ahead via WIOD. That's the sales route most of the local boys are taking. They ought to know. ..they're on the spot to check results. And, they're mighty happy, too ! JAMES M. LeGATE, General Manager 5,000 WATTS • 610 KC 17 DECEMBER 1951 71 1000 WATTS Charleston's most far reaching station What's the use of my trying to sell you timebuyers on \VP AL . The record speaks for itself. Satisfied sponsors who have been on the station for many years — getting good results, qu:ck results. WPAL programs are designed to reach the heart of the people — and the people listen and buy. Contact John E. Pearson in New- York, or Dora-Clayton Agency in Atlanta. They're responsible for my dog tag getting brighter . . . and brighter . . . and brighter . . . ." From Tintair to Turkeys — "Pete Smythe's General Store" sells 'em all over Denver's Music-Personal- ity station KTLN ... in the nation's largest market without television! for availabilities wire, phone or write Radio Representatives, Inc., New York, Chicago, Los Angeles, San Francisco or John Buchanan, KTLN, Denver. KTLN 1000 WATTS DENVER'S only independent non-directional station son; Henry A. Mattoon, Ruthrauff & Ryan; Charles H. Brower, BBDO; Wil- liam Rev del. Cunningham & Walsh; Harvey H. Smith, Anderson & Cairns; Sigurd S. Larmon, Young & Rubicam; and Mackarness H. Goode, of the 4A's, all of New York. To police advertising considered in bad taste or disreputable, the Commit- tee has induced 314 ad agencies throughout the U. S. to participate in what it calls "interchange of opinion on objectionable advertising. " This simply means that any participant that considers any ad "objectionable or det- rimental to advertising as a whole" passes its complaint along to the Com- mittee. Acting as an intermediary, the 4A's submits this complaint to the ad agency responsible. The complaint is not publicized; and the agency in- volved is not forced to make the de- sired change. Chairman Reeves himself is the first to admit this procedure has several ucakncs.-o. I'm one thing, the com- mittee has not been sufficiently publi- cized, with the result that not enough ad agencies participate in the self-polic- ing. "Roughly two-thirds of our 4A members apparently do not regard the activity as of sufficient importance to justify their taking part in it," he says. "In view of this, can the interchange be considered representative of AAAA?" Secondlv. since the Interchanges function lacks the teeth of enforcement. Reeves concedes, "it is ineffectual in dealing with some of the more conspic- uous 'advertising incorrigibles'." However, Reeves adds, the Inter- change has no desire to exercise cen- sorship. "Its aim is merely to encour- age— not legislate — good taste and hon- esty in advertising." Despite these deficiencies, the Inter- change system has served to good pur- pose. Since June 1950, it has received more than 625 reports, with an average of 70 agencies reporting per month. These reports contained 79 complaints which were considered valid and were sent along to the sinning agencies. Reeves, admitting "I myself have re- ceived a mild complaint or two," main- tains "the majority of the agencies ac- cepted the complaint in co-operative spirit, and agreed to give it serious consideration." (To illustrate, a Len- ncn & Mitchell executive told SPONSOR his agency had used the Old Cold max- im. "No advertising nonsense, just 7; SPONSOR horse sense" in one ad. When the 4A's complained, the slogan was immediate- ly scrapped. ) Frederick R. Gamble, president of the 4A's, also admits the Interchange method is by no means perfect. "The difficulty is," he told sponsor, "that we want to be constructive, without in- fringing on the lihel laws." He pointed out further that misleading advertis- ing can be eliminated only when ad- vertisers pay genuine heed, instead of lip-service, to the credos they have drawn up themselves. As an example, he quotes the Advertising Copy Code written by the ANA, 4A's, and Adver- tising Federation of America. This Code specifically repudiates "pseudo- scientific advertising," "statements which tend to undermine an industry," and advertising copy that "depreciates a competitor directly or inferentially." In the long run, what George C. Reeves calls "badvertising" will only serve to increase dangerously what Earle Ludgin of the Ludgin agency de- scribes as the public's "Fatigue of Be- lievability." And in the long run, too. only the business conscience of ciga- rette advertisers will serve to eliminate Mr. Dure Mindlin Rogers and Smith Agency Kansas City, Mo. Dear Dave: t 7"/;' hometown in WCHS, Charles- ton, West Virginny . has alius been a plare fer tellers (%rpL . like you ter keep /7 f ***nS in mind, but jest TS i-r** lissen ter this! 1 v all th' cities in th' Richmond Fed'ral 'Serve i District. this'n i here has had th' f biggest increase in department store sales in Oc- tober over that TON^flr- 11 munt, 1950. Yes- ImoreH // IthanH II sir. Dave, here in Charleston th' de- partment stores did 22.6% more 1 ALL II || bizness then last iTHeW | year — an' good- \OTueftu) || ness knows, last year wuz good! TzSSfafc Jest goes ter ^ show \uh uhiit u ''%3&%6ZyKjP*'* ' '7%%8r<' t o w n is! An 'nother thin': WCHS gives yuh more uv these buy in' lisseners then all th' other four sta- tions in town put tergether! Yrs. Algy w c H S Charleston, W. Va. the malpractices that they themselves have engendered. In the eloquent phrases of Fairfax M. Cone, board chairman of Foote. Cone & Belding: "There is the manufacturer who is regarded as a fine man in his commu- nity. . . . Yet, some agent will come along with a copy campaign containing pseudo-scientific facts, which he knows are either questionable or downright untrue; or an argument built up on a survey which is not only loaded, but inadequate. And damned if he won't sign his name to it. More than that, if the copy is questioned, he'll fight, bleed and die for it — although he would never have thought of putting his name to any such trash. "What is this metamorphosis that makes a respectable and honorable gen- tleman into a circus barker, who sells pink lemonade in glasses with false bot- toms? ... I think we can only stop this use of advertising license by stopping it completely. First of all, by stopping it completely ourselves. And. second, by hollering bloody murder when we see the truth — or just good taste — abused by someone else." The president of the Advertising Federation of America. Elon G. Bor- ton, recently issued a stern warning that unless advertising polices itself it is in grave danger of having more re- strictive legislation thrust upon it. Speaking before the Advertising Club of Denver. Borton said there were two things ad men should do to prevent government restriction and taxation. First, he said, ad men must police advertising more effectively and clean up the small percentage of advertising which oversteps the hounds of truth or good taste. Borton pointed out that these transgressors justifiably irritate influential groups and give those who would hamper advertising a readymade excuse for their activities. Second, he urged that advertising men contact government officials and lawmakers to give them true facts about advertising. This, he told the Denver admen, would help to stem the tide of government restrictions on ad- vertising. It is precisely because of the danger of more government legislation thai most ad men contacted by SPONSOR took a dim view of the present rash of cigarette claims and counter-claims. That, plus the danger of reducing the believabilih of all advertising. * * * \ in It in a series NICHOLAS E. KEESELY V. P. Chg. Radio & TV Lpnnen & Mitchell LIKE MOST "Newsworthy" TV & RADIO EXECUTIVES Mr. Keesely's LATEST BUSINESS PORTRAIT IS BY- Photographer to the Business Executive 565 Fifth Ave., New York 17— PL 3-18P.2 17 DECEMBER 1951 73 RADIO ONLY Sorry, No TV! That's rightl Television is still a "thing-to- come" in these markets ... SO — here, you've got Radio Listeners — who listen to— KB*> Great Locally! * ABC Represented Nationally by JOHN E. PEARSON CO. Owned * Operated by SOUTHWESTERN PUBLISHING CO. Don W. Reynolds, Pret. Publishers of: Southwest Times-Record, Fort Smith, Arkansas, Examiner-Enterprise, Bartlesville, Okla- homa; and The Daily Times, Okmulgee, Oklahoma. the key Ktnlion of the hryxlonr ■fata . . . HnrrUburg, I'a. NET MERCHANDISING I Continued from page 33 I merchandising ma\ be calls made to distributors by a media representative. pointing out to them how effectively a certain brand is being backed up by advertising and urging that they stock the brand and push it. Frequently, merchandising goes even farther afield from actual brand selling and enters into market research. Thus, many me- dia heln guide the sales efforts of their advertisers by furnishing them with data on consumer preferences in vari- ous markets. But, whatever the actual merchandising assistance consists of, its fundamental objective is helping to make sales for the advertiser — and not circulation promotion for the medium. This last point is frequently misunder- stood since "merchandising" is a term often used by media promolion men to mean pushing programs or maga- zine articles. 2. The present network interest in merchandising grows directly out of the inroads of television on radio rev- enue. The webs want to give present advertisers a tangible plus which will help maintain their interest in the me- dium. And they want to attract new advertisers. Merchandising is particu- larly important in this latter respect because many of the new clients which the nets can hope to attract are small or medium-sized advertisers who would particularly appreciate merchandising aid. The CBS "Buy a piece of Skeiton" plan for one-shol sponsors, as an ex- ample, is backed up by an offer of merchandising aids from CBS; it's hoped that this will make the Skelton show suitable for advertisers who have previously used and merchandised one- shot magazine campaigns. Even before television came along, there was some merchandising by each 1 I the networks. When it came to closing a hard sale, network execu- tes would frequently throw in the inducement of special poster distribu- tion, and a mailing to dealers was fair- ly standard practice. But not until CBS instituted its Radio I'ivture-News mail- ing piece t<> grocers and druggists in the fall of l().")l) diil any of the net- works embark on a basic, over-all mer- < handising plan. Since that time, the pressure on the networks to rexamp their operation for health) competition with television has been going stronger. Advertisers have seen polic) change after change at the networks designed to make them more flexible and therefore more desirable to advertisers — culminating last week 1 10 December) in the announcement by CBS that it would allow advertisers to buy a virtually hand-picked network (see Sponsor Report, page ll. The new interest in merchandising at the networks is part of this general evolu- tion. Here, then, is what each of the net- works has planned thus far — taking the networks in the order of their progress toward a full-scale merchandising pro- gram. NBC In recent years the sleeping giant among radio networks, NBC ra- dio has shaken off its somnolence, now that the television branch of the fam- ily is safely launched. It has come up with so many new policy chanses and sales plans in recent months that the expression "you can't keep track of the gimmicks without a scorecard," is be- coming popular. But the network's merchandising plans are essentially separate from its array of special sales plans. True, one of the gimmicks I the "Market Basket Plan" ) will give ad- ver'isers supermarket merchandising as part of its benefits. But the basic mer- chandising plan at NBC is aimed at helping most of its sponsors — not just those who tie into a specific sales scheme. Your best tipoff to whether NBC means business in setting up a mer- chandising division is in terms of the money it's investing and the support merchandising has among the net's top brass. As to the investment, it's sub- stantial—at least $500,000 for the first year of operation. As to the top-level support — that. too. is considerable. Perhaps the prime mover in develop- ment of the merchandising operation is John K. Herbert, vice president and general sales manager for the radio network. He is a former Hearst sales executive, familiar with the extensive Hearst merchandising setup. Giving him enthusiastic encouragement are Charles R. Denny, executive vice pres- ident, and top brass running on up in- to the parent company, RCA. itself an E Write, Produce, Ship TV film spots, complete. TELEFILM, Inc. HOLLYWOOD (28) CALIFORNIA 74 SPONSOR outstanding exponent of merchandis- ing. Herbert got the NBC merchandising division rolling on 23 July when he hired Fred N. Dodge away from his post with Hearst's The American Week- ly and Puck — The Comic Weekly to become NBC director of merchandis- ing. Dodge had been with the two publications for 15 years, serving as national director of whats termed the "trade extension division" I meaning merchandising). He has 37 years of sales experience in a career which be- gan when he was 17 years old and a salesman for the Thermoid Rubber Company. He has been general sales manager for Harriet Hubbard Ayer Company, a top sales executive of firms including Dictograph Products. Inc., and account executive for two ad- vertising agencies. McManus, Inc.. of Detroit, and Lambert & Feaslev, New York. Dodge has as his assistants in New York two men whom he brought over in October from the Hearst merchan- dising division. They are W. Marshall Keeling and Fred M. Kiefer. Both are specialists with long and diverse sales and merchandising experience. Dodge, Keefer, and Keeling will be the headquarters command for a force of 12 field men who will be stationed at each of the NBC 0&0 stations and at six other points so as to provide coverage of each geographical section of the United States. These field men. SPONSOR learned, will be hired within 90 days. They will be trained mer- chandisers whose job will be to work with NBC affiliates to develop merchan- dising services for network sponsors. The 12 field men cannot bv any stretch of the imagination promote the same type of merchandising at each station. Much depends upon the size of the sta'ion; market conditions; and the attitude of the station's own man- TWO are better than ONE KLIX IS KLICKIN with ABC and MUTUAL Ask AVERY KNODEL agement. From the enthusiastic recep- tion given Dodge when he described his over-all merchandising plans at Bo- ca Raton, station management, how- ever, will probabh be eager to coop- erate. What Dodge's field men will ask for is that the station, where possible, hire personnel to staff a local merchandis- ing department. Cuided by Dodge's field men. these local merchandisers would work not only for network ad- vertisers but for local accounts as well. They would help the station to benefit on both levels. One factor in a sta- tion's willingness to set up such a de- partment might very well be the re- cent NBC decision to allow advertisers freedom of station choice I provided they buy 75% of NBC stations). De- sire to stay on as many advertiser lists of NBC stations as possible may spur station merchandising efforts. But just what would such a mer- chandising setup at the local level do for you as an advertiser? sponsor asked W. Marshall Keeling, inter- viewed in Dodge's absence from New York City last week, to cite the hypo- thetical case of a station rigged to give the maximum in aid under NBC plans. Here's what that aid would embrace: 1. Consumer panels — housewives representing a cross-section of the mar- ket would be given samples of new or old products. Their opinions would provide valuable data to guide the ad- vertiser. 2. Spot surveys — men from the sta- tion's merchandising staff would con- duct spot-checks in local stores to de- termine stock conditions and the amount of display advertised merchan- dise is getting. This would help to un- cover distribution weaknesses which can frequently go unnoticed for months. 3. Displays — local disers would not set advertisers but, accompanied by one of the 12 regional men, they would make calls on distributors to sell them on displaying sponsored brands. They would point out how a program's pop- ularity lends itself to effective tie-ins at the point-of-sale. 4. Point-of-sale material — this would be made available to the advertisers at cost with station and network identifi- cation. Posters, stickers, banners would be dis'ributed by the local merchan- dising staff to participating stores. 5. Sales meetings — station merchan- NBC merchan- up displays for Same old story in Rochester . . . WHEC WAY OUT AHEAD! Consistent audience rating leader since 1943. WHEC ROCHESTER, N.Y.J 5,000 WATTS ^ Repretentotivi ... '- EVERETT-McKINNEY, Inc., New York, Chicago LEE F. O'CONNEU CO., Lo. Ang.l.t, San Franciico ask Join Hum & Co. about the Havens & Martin STATIONS IN RICHMOND lVMBfi-AM MOD-™ IiTVR-tv First Stations in Virginia 17 DECEMBER 1951 75 MIDWEST ADDRESS CBS WNAX 570 YANKTON — SIOUX CITY o ►Sponsor ■t is the logical ^ gift for all your friends in radio and television advertising. . . fe Inquire today about the special low-cost Christmas gift subscription rates. . . Sponsor* - - The USE magazine of radio and television advertising. . . 510 Madison Ave. New York 22 I 3 dising men and NBC's regional staffers will ]>c available to give talks to groups of sponsor salesmen. They would in- terpret coverage in region, explain the effectiveness of radio, and tell how it ran 1 e merchandised to the trade. This would help the advertiser's sales force lake full advantage of advertising, something they frequently neglect to do I see "Let your salesman in on your advertising," page 27 i . 6. Monthly drug and grocery bulle- tin— NBC will make available for lo- cal distribution a four-page folder (last page blank for station promotion in- set l which will aim at stimulating gro- cers and druggists to do more mer- chandising for NBC clients. There will he pictures of outstanding displays. case histories of successful merchandis- ing. Bear in mind that the six points mentioned above are the ideal case, the case of the station which gives you the works. Most stations will do less. Some won't cooperate at all at first. And even stations which are willing wont have the knowhow to do all of these things until well into 1952 and beyond. It will take radio stations a while to learn some of the techniques which have been common practice for newspapers and magazines. But Merchandiser Keeling told SPON- SOR NBC is determined to give more and better merchandising than the printed media. He cited the big holes in coverage of most national maga- zines, in contrast to NBC's coverage in major and minor markets nationwide. Because a network has outlets in so many markets, he said, it can carry on far more complete merchandising. "'This is not to mention benefits no magazine can provide, like closed-cir- cuit sales meetings or appearances by talent," Keeling added. As is the case with printed media, the amount of merchandising each ad- vertiser can expect to get will depend upon his expenditure with NBC. What he gets will also vary with what he item's. And sponsors can help to get the maximum of value for themselves li\ having -nine specific idea in mind "I what they'd most like the network mi rchandisers to do for them. Even as you're reading this. NBC's three-man headquarters team may be flying out in different directions across the country to help station- who have alread) requested aid in setting up a merchandising department. Anions the first markets to go into action may be Baltimore and Dallas, from indications at Boca Raton. Whichever market Dodge and his as- sistants go to work in first, this is the story they'll tell to help whip up en- thusiasm for merchandising: In a one-week merchandising experi- ment conducted quietly by NBC during the week of 12 November, sales of the test products were increased from 22 to lOQ'/t in participating stores. The products were Aerowax ( tested in Cleveland! and Pet Milk (tested in St. Louis, see picture page 32 I . Those are the kind of results Dodge's merchandising men will be gunning for all over the country during 1952. CBS The merchandising operation here, as of the immediate present, is but a fraction of what NBC has planned. But. despite talk among CBS executives that merchandising is "a re- sort of the second-bests," you can ex- pect CBS to stay competitive. If NBC's merchandising plan leads to effective and enthusiastic response among cli- ents. CBS will have one. The CBS merchandising effort now includes its Radio Picture-Netvs and merchandising aids for sponsors who "buy a piece of Skelton." The net- work's outlay for merchandising alto- gether is an estimated $50,000 yearly. Picture-News is a 17-page month!) mailing piece which is distributed to 70 CBS stations who pay for it at below cost (difference of about $40,000 an- nually is made up by net). It goes to the station's own list of grocers and druggists. The booklet is prepared by McCann-Erickson. the CBS agency, and is designed to sell two things: I 1 1 Radio's power to move goods ;(2) The value of merchandising CBS-sold products via displays and posters. Each issue contains pictures and descriptions of displays which CBS advertisers are pushing currently. It has been used RESULTS PROVE 500,000 MEXICANS IN CREATER LOS ANGELES LISTEN TO 6 HOURS OF SPANISH PROGRAMMING DAILY ON KWKW AND KWKW-FM ASK FOR JOE SPONSOR and praised b\ such CBS advertisers as Philip Morris, Coca-Cola, Lever Bros., and Colgate. To furnish an incentive for reading, each issue has a cover-girl and inside talent pictures, as well as layouts brightened by color. But the main function of the booklet is to draw at- tention to merchandising aids. The merchandising backing up the Red Skelton show, however, is more extensive. It's a well-rounded plan utilizing the full-time services of a mer- chandising specialist named Ralph Neave, formerly research director at Geyer, Cornell & Newett I predecessor to present Geyer, Newell & Ganger), the Sherman K. Ellis agency, and the Lambert Company. Neave works with clients who buy a performance of the Skelton show to de- velop merchandising to consumers and the trade. He makes available the cli- ent's choice of 500 post cards in Skel- ton's handwriting, or 500 signed letters from Skelton, or 500 trick telegrams (Skeltongrams) free — plus additional mailings at cost. Also available is dis- play material at cost which has art- work and lettering of a general nature with space available for the sponsors own imprint. The display material in- cludes window streamers (at $45 per 1.000) ; price markers (at $20 per 1,000) ; easel cards (at $15 per 100). Where the client desires it, Neave works out additional aids to supple- ment or substitute for those described above. For example. Pepperell. the white-goods firm, has bought the 2 Jan- uary "piece" of Skelton and is getting tailor-made merchandising assistance. This includes special pictures of Skel- ton at the linen closet in his own home with an armload of Pepperell sheets (see page 28) as well as 1,500 auto- graphed pictures of the comedian bear- ing a special message to Pepperell deal- ers. These merchandising aids ar- ranged by Ralph Neave and worked WENE BINGHAMTON, N.Y. MARKET NOW 5000 * WATTS CALL RADIO REPRESENTATIVES, INC. out in connection with the sheet firm's agencv. Benton & Bowles, were in lieu of the standard items like mailing pieces and posters. All advertisers who buy the one-shot of Skelton get similar individual atten- tion from Neave (whose father, inci- dentallv was well known in advertising circles as founder of the Man-Market- ing Clinic, a volunteer job-finding club). If there are any major merchandis- ing activities beyond these now being planned at CBS, they constitute an un- usually well kept secret. Actually, it would appear that CBS is in the watch- ing-and-waiting stage. Over the next few months, though, now that the net- work's top executives have concluded working out of their plan for station- choice flexibility, you can expect them to turn to extensive merchandising ap- proaches. IftBS For over a year, Mutual has been conducting special audience pro- motions which furnish opportunity for merchandising of a client's product. During its Western Week (27 October to 3 November), for example, it in- vites cowboy-show sponsors to tie-in with Western Week streamers and dis- plays in stores. Mutual helps its cli- ents secure extra displays by contact- ing jobbers and chain stores. This it considers "normal assistance" to a sponsor and not part of any special merchandising plan. But in the future MBS may burst forth with a highly developed scheme for supermarket merchandising. The net has had an intensive investigation of merchandising under way for al- most a year involving a research test of a pilot plan in seven markets and 187 stores I between 15 June and 15 November I . These stores were identi- fied as Plus-Value stores, using MBS" Mr. Plus as their trademark. Stores were selected for full coverage of shop- ping areas and neighborhoods, ranging from 20 stores in small towns to 40 stores in larger markets. Thev includ- ed approximately 30% of the grocery stores in the market and were serviced by a specially hired merchandising man. He had a dozen different types of merchandising material to work with, all of it bearing the Plus-Value Store insignia. Mutual is still studying test results which in ct least one case amounted to sales pluses of from 100 to 500S' I this last figure was on special promotions). ► FKEE! i sci'ontl run . . . If the rating on our 13 Craig Kennedy Mystery Shows does not beat the rating of any mystery detective TV show at the end of 13 weeks (comparable time). Immediate Delivery First group of 13 half -hour TV films. Adrian Weiss Productions present CRAIG KENNEDY Criminologist Starring DONALD WOODS as CRAIG KENNEDY with Sydney Mason and Lewis G. Wilson Craig Kennedy . . . Tried and True TV entertainment rilms selling the following sponsors' products: Virginia Dare Wine — Chicago WENR-TV— Friday 9 PM-9:30 PM Rybutol— Cleveland WEWS-TV— Thursday 10:30 PM-II PM Crown Drug Company — Kansas City WDAF-TV — Tuesday 10 PM-I0-.30 PM Rybutol— Seattle Kl NG-TV— Monday II PM-II :30 PW Ask for Craig Kennedy prices in your market; ?nd audition films. Also available: westerns, features, serials, cartoons. comedies, travelogues. LOUIS WEISS b COMPANY 655 N. Fairfax Los Angeles 36, California S^ 9* £ 4 Reasons Why aa* The foremost national and local ad- vertisers use WEVD year after ^J year to reach the vast IM> Jewish Market • of Metropolitan New York ■jff0 I. Top adult programming — ^W 2. Strong audience impact 3. Inherent listener loyalty ^i 4. Potential buying power Send for a copy of "WHO'S WHO ON WEVD" HENRY GREENFIELD Managing Director WEVD 117-119 West 46th Si. Now York 19 17 DECEMBER 1951 77 \iid several of its stations are continu- ing the Plus-\ alue Stores promotion on a local basis. Meanwhile. thi~ is the network's official attitude toward merchandising : "When Mutual installs a merchan- dising plan, it will be on a constructive basis — one which recognizes the im- portance of coordinating the radio buj with the promotional aids to be pro- vided, and which is designed to work- abl) extend the value of radio adver- tising, rather than to offer a substitute for radio. As in other moves of the network over the past two and one half years, we ma\ well be the first to test and last to commit ourselves, aiming at a plan which will efficiently contribute toward making the radio advertising dollar pay off in increased sales, but which will also be within the sensible limits of our time charges to the ad- vertiser, and a definite plus for our 550 affiliated stations." \\ hen the Mutual merchandising plan comes, it will probably not in- clude complete servicing of a nation- wide group of Plus-Value Stores. Mu- tual executives feel this would be too rich For anyone's blood. But there may be some plan for getting voluntary co- ■ I mi it ion of stores in return for air time. In an\ ease. Mutual is bound to trv to capitalize on its large number of affiliates and seek to offer the advertis- ( i distribution help in markets where h< lia> no branch offices. For each of Mutuals 550 affiliates can become a branch office for sponsors once it's tied into 'onie over-all merchandising plan. IflC Alone among the major net- works, ARC. says it has no merchan- dising plans. It does send out mail- ings for clients and other occasional services but its main emphasis is on program promotion. Its executives concede, however, that if clients take to the merchandising schemes of com- petitors it will have to develop some plans of its own. At present, they are dubious of merchandising's value for most clients. Not onl\ ABC, but probably Liberty Broadcasting System, regional net- works, and independent stations will be swept along as well in the new era of network merchandising. If they do, they'll be following in the footsteps of stations like WLW and WSAI, Cin- cinnati, WING, Dayton. KSTP, St. Paul, WWL, New Orleans, which have long been leaders in merchandising on the local level. Just how constructive the entire trend turns out to be depends both upon the skill of radio's newlv minted merchandising specialists and upon the clear-thinking of clients. Just going in with the "gimmee's" won't help to build long-lasting cooperation. But helping radio's merchandisers to find the merchandising approach thev can do best for you will. • • • ROUNDUP {Continued from page 51 I search Bureau, Inc., Seattle (ARBI I in 45 stores in 25 towns and cities, and categories examined are: men's wear advertising I five ARBI studies); fur- niture, appliances and housewares ad- vertising (22 ARRI studies) ; and wo- men's wear: accessories and shoes ad- KCMO Gives You a Actual annual purchasing power of KCMO's larger audience is $50 million higher than the next nearest Kansas City statior.. KCMO helps get the facts on Mid -America radio coverage from the Conlan "Study of Listening Habits" in the Mid-America area. Parts 1 and 2 of the 3-part continuing study are ready. Write on your letterhead to CMO 50,000 WATTS 125 E. 31st. St. Kansas City, Mo or The KATZ AGENCY vertising (23 ARRI studies). The point-of-sale customer interview surveys show that more traffic and sales result from radio advertising than from an identical amount of money spent in newspaper advertising — on the same merchandise (SPONSOR, 26 March 1951). Rut "Count Your Customers" en- courages all advertisers to consider ad- vertising effectiveness in general ; shows the use of radio and newspapers isn't duplicated advertising; emphasizes the high sales conversion possibilities af- forded the radio-newspaper advertiser. Customer comments indicating the advantages of using both radio and newspaper advertising, as revealed dur- ing the surveys, provide important clues to advertisers on how to use the two mediums more effectively. Member stations can order extra copies of "Count Your Customers" for salesmen, advertisers or agencies at $7.50 per copy or $5 per copy in quan- tity orders of five or more. * * * Briefly . . . A cocktail party helped celebrate the 1952 renewal of the KMPC (Los An- geles) -Liberty Rroadcasting System af- KMPC-LBS-SPONSOR executives shop filiation. Among those present, Loyd Sigmon, KMPC vice president and as- sistant general manager; Mark Haas. KMPC vice president in charge of broadcasts; John Raird, KMPC direc- tor of public affairs; Ed Cooper, spon- sor's West Coast Manager; Gordon McLendon, LBS president; and Charles Cowling, KMPC's national sales man- ager. • * * MR. SPONSOR ASKS I Continued from page 47) Show: The network expects that Ralph Edwards will spark mid- and late-morn- ing viewing in the same fashion that Kate Smith gave major stature to the afternoon as an audience and adver- 78 SPONSOR Sponsor is the logical gift for all your friends in radio and television advertising. . . Inquire today about the special low-cost Christmas gift subscription rates. . . Sponsor* The USE magazine of radio and television advertising. . . 510 Madison Ave, New York 22 FOR QUICK, EASY REFERENCE TO YOUR COPIES OF SPONSOR get the beautiful SPONSOR binder BINDER ORDER FORM at only $ 4 SPONSOR 510 Madison Ave. New York 22 Please send me Binder holding 13 is- sues and bill me later. NAME FIRM ADDRESS CITY ZONE STATE □ $4 one binder □ $7 two binders rising medium. Ralph's broadcasts have always made news and provoked conversation. His TV series will be no exception. Since our announcement of these shows a little over a week ago, we have started negotiations with many of our old clients as well as new ones who will be able to enter TV for the first time under our new segment-selling plans. I am confident that NBC's faith in morning television will soon be sup- ported by as many clients as now spon- sor our practically sold out afternoon and evening schedules. Edward D. Madden Vice President in charge TV Operations and Sales NBC New York We don't know now, but we will soon. About 17% of the distaff au- dience listens from 7:00 a.m. to noon — almost as many as listen in the afternoon — but, not many look because, nat- urally, there is not much to look at. Back in 1948, DuMont boldly opened up at 7:00 a.m. in New York. Lack of sales forced them slowly back to a much later sign- on. The idea was sound, but prema- ture. Now, networks and stations are cautiously moving back toward break- fast. The first New York local pro- Mr. Morgan gram is at 9:30 a.m., but in the Mid- west local stations are opening at 7:00 a.m. and even 6:30 a.m. Last fall ABC began feeding the Dennis James Show to the network at 11:30 a.m. NBC is about to plunge in with Garroway across-the-board 7:00 to 9:00 a.m. CBS will soon offer Godfrey in a 9:00 to 11:00 a.m. strip. So, we will know soon. With radio listening as an encour- agement, the networks are confident that this pioneering will pay off for them and their sponsors. But program formats are important! She will listen, yes, but will she sit down and look? Probably a little of each; she will look and listen. Programing will be geared to give the girl a break and let her move around a bit with the chores. And the shows will not be copies of evening programs. In her curlers and wrapper she doesn't want to be ro- manced or entertained — she wants to talk business. Will that be important to advertis- ers? Of course! Right now it looks as if that will happen before she packs the bag for the annual two weeks at the lake. Harold S. Morgan. Jr. Vice President ABC TV Program Department New York Any questions? sponsor welcomes questions for discussion from its readers. Sug- gested questions should be accom- panied by photograph of the asker. Mister PLUS »X VU Mister PLUS, Town Crier, says: "We've got good news for you! News listening here is up — oyez! They love our newscast crew!" MBS is FIRST FOR NEWS- With listeners and sponsors! So if it's news you plan to use, Here's where to put it on, sirs! -the difference is MUTUAL! + + + + + + + FOR DETAILS: THE MUTUAL BROADCASTING SYSTEM • NEW YORK 18. N. Y. + + + + + + + 17 DECEMBER 1951 79 SPONSOR SPEAKS_ Note to the New York Times The Advertising News and Notes Section "I New \>>ik Times November 2(> carried this item : '" \n expanded newspaper campaign will be used ]i\ Tintair in 1052. it i> announced b) Bymart-Tintair, Inc. The newspaper advertising will be supple- mented l>\ network television and radio programs ami color magazine and Sun- da) magazine drives. The campaign will cost about $4, ,000." We'd recentl) dune a stor) on Tin- lair which highlighted T\ effectiveness, and it was hard to believe thai the air media had now become supplementary. So we phoned sources al Carl Byoir and Cecil Si Presbrey. We were told thai newspapers weir becoming more important on a co-op basis, that 1952 expenditures might total $1,250,000. We were also told that the air advertis- ing, with the Somersel Vlaugham The- atre on TV probabl) 30 minute-, week- l\ in addition to other network ra- dio and I \ efforts, would approximate 81,250,000. ' >n the basis of thi< information we don't see that SI. 250,000 spent on na- tional air advertising is supplementary to $1,250,000 spent cooperatively in newspapers. I lie same Department in the New York Times also was responsible for the following: "Newspapers and farm publications will he used extensively by the G. N. i oughlan ("onipain. West Orange, N. .1.. manufacturer of Chimney Sweep Sweep Soot Destroyer, in its 1951-52 campaign. Also used will be radio, tel- ex ision and farm publications, accord- ing to G. N. Coughlan, president." This notice also aroused considerable interest at SPONSOR, since we had just published a Mr. Sponsor sketch of Mr. Coughlan in which a company spokes- man had told us that radio and TV would dominate the new campaign. So we made a recheck and were told by ('.. 11. Wulf. advertising manager, that $10 would be invested in broadcast ad- vertising for every $1 in printed media — and that this would continue to he their policy in 1952. \\ e all make mistakes. But we've no- ticed. h\ diligent check of newspaper advertising columns and general adver- tising business papers, that broadcast advertising is unjustly subordinated to printed media quite often. We know that the Bureau of Adver- tising stresses the need for coopera- tion h\ newspapers. But must it be this kind? Some vital questions rhese are days when the editorial page of sponsor might he expanded readily to a full issue. Mulling some of the top topics of the day. we pose a handful ol assorted questions. To the ANA: now that many stud- ies are coming to light showing sub- stantial and increasing radio listening in TV homes, what are you doing to assess the importance of these findings for your membership? Previously you concluded that a TV home was lost as a radio home. To the TV Board of NARTB: now that you've forged and adopted a re- markably wholesome and sound Code of TV Practices are your sights firmly set on making it work? The idea of a national review board to handle com- plaints and code violations is fine — providing you get men as good as those who created the Code. You've built vourself a grand vehicle — please feed it high-test gas. To CBS Radio: your Selective Fa- cilities Plan sounds ingeniously simple, but many an advertiser is wondering what you mean when you say the plan is available "to 13-week cycle advertis- ers in any combination acceptable to CBS Radio without section or quanti- ty group requirements." Must each advertiser's problem be interpreted in- dividually ? To NBC Radio: what are you doing to negate the deep-seated resentment of your affiliates against your technique of basing radio rates on TV circula- tion? They reason (and rightly, we believe) that it's just as bad to base radio rates on TV as to adjust news- paper rates on a magazine yardstick. To NRDGA: since you have taken a brighter view of the importance of ra- dio and TV as media for department store advertising, why not start a trav- elling clinic (on the order of BMI pro- gram clinics) to show department store ad departments how to use the air effectively? And can't you work with BAB in highlighting such com- parative media tests as those made bv ARBI? Applause Ed Kobak: despite youi five-man load of projects \ on ve consented to -. i \ e BAB B I ( Ihaii man lot another SIX month-. BAB i- one ol radio's bright hopes. Youi presenc e w ill help ■ hail a straight course. Il.ui \ B. ( (then : mum u illingness I" ■ ifice a multi-million dollai accounl for high standards i- anothei proof thai there's plent) thai i ighl about the ii \ busini 80 Kadio Farm Directors: \ou fellows are getting mights commercial. And you're waking up many a farm adver- tiser to the advantages of radio and I \ b) the doing. \ special salute to Sam Schneider. KVOO. and Dix Har- per. \\ UK . lai m-director leaders. BMI: under the leadership of Carl Haverlin youi 1951 Program Clinics have stirred the imaginations and in- 3ed the programing know-how of commercial broadcasters. \our 37 Clinics have brought an exchange of ideas to 3,000 broadcasters, agency men. and advertisers. John Guedel: your two $1,000 awards for "the sponsored transconti- nental radio program and the spon- sored transcontinental television pro- gram carrying the best public service message during 1951" are a milestone in leadership and industrv service. SPONSOR RAD' VE S NEW YORK BOSTON CHICAGO DETROIT SAN FRANCISCO ATLANTA HOLLYWOOD y Haw is adio doing %|N %$m es?-p. 25 c. p I C -5 O *^ *M S HEO&eS ^ lin yoRK 20 N T Mr, Sponsor: H. u. Picard page 12 Seabrook Built Brand with Radio It Happens in TV: Cartoons Hum Does Con- troversy Spur Sales? page James Monroe's Doctrine Mttfit Statue at Monroe's home Although the "Monroe Doctrine" has been written indelibly into history, James Monroe had a personal doctrine that was just as vital to a fledgling nation. This fifth president of the United States believed in honesty, initiative, progress, foresight. That these qualities are characteristic of the growth of Virginia isn't odd — for Monroe was a Virginian, born in Westmoreland County. Present-day Virginia follows the Monroe pattern. Havens and Martin Stations VvTVR(TV), WCOD(FM), and WMBG (The First Stations of Virginia) get daily evidence that listeners and viewers —and advertisers, too— find them in tune with Virginia's tradition of progress. WMBG " WCOD FM Havens & Martin Stations are the only complete broadcasting institution in Richmond. Pioneer NBC outlets for Virginia's first market. Represented nationally by John Blair & Company WTVR v FIRST STATIONS OF VIRGINIA "Today" pitch stresses low 13-week cost Block Drug ups spot AM budget to $1,000,000 Duane Jones tries comeback trail Toni launches junior hair-wave product U.S. Steel TV plunge due in '52; will keep AM Dave Garroway's "Today" show, (beginning 14 January, 7:00 to 9:00 a.m.) arousing "high agency interest, but nobody's bitten yet," NBC- TV told SPONSOR at presstime. Pitch is based on relatively low cost (15-minute segment once weekly for 13 weeks is $90,000) . Web salesmen are pointing to fact that Ernie Kovac's 7:00 a.m. show, WPTZ, Philly, is almost sold out ; and to survey showing 3 out of 4 homes listen to AM once weekly between 7:00 and 9:00 a.m. -SR- Block Drug Company is increasing '52 spot radio budget to $1,000,000 from $600,000 in '51. Company compared AM and TV announcements, Sun- day supplements, found spot radio results cheapest. Agencies are Dowd, Redfield & Johnstone, Cecil & Presbrey, and Joseph Katz. -SR- Year-end accounting of Duane Jones Agency status: (1) Billing begin- ning to roll in (to extent that Jones has given Yule bonus to pres- ent 34 employees) ; (2) New client recently bowing in, Farmers Mutual Automobile Insurance, Cleveland, (others are Vitamin Corp. of America, Newark, National Recleaning Corp. of Brooklyn, National Selected Prod- ucts, N.Y. ) ; (3) Jones has served 12 ex-employees with legal papers (they've asked extension till 7 January to respond) ; (4) Jones is pon- dering suits slapped against him by ex-employees (for back vacation pay, pension money) . -SR- Toni Company launched new product last week, home permanent for chil- dren 14 and under called Tonette. "Kate Smith Show," NBC-TV, will be used. (Firm's total ad budget for 1952 will reach $12,000,000, half of it going to radio and television; via Foote, Cone & Belding, and Tatham-Laird, Chicago.) -SR- U.S. Steel may make plunge into bigtime net TV within first half 1952, but firm is sure bet to retain radio show. Its "Theatre Guild of the Air," NBC, had better average rating in 1951 than in year previous. Nielsen-rating climbed from 6 at start of season to 9.5 at last re- port, putting show close to AM's top 10. Firm's executives attribute rise to fact that "Theatre Guild" has scored many "firsts" on air this season with broadcast of "Glass Menagerie," "Lost Weekend," "20th Cen- tury," other standout plays. When U.S. Steel makes move into TV (via BBDO), programing choice will probably be drama as well. SPONSOR exclusive on radio listening in TV homes Coming next issue (14 January), a report on radio listening in television homes conducted for SPONSOR by Advertest Research, New Brunswick, N.J. For other research on AM audience in TV homes, see article starting page 25. SPONSOR, Volume 5, No. 27. 31 December 1931. Published biweekly by SPONSOR Publications. Inc.. at 3110 Elm Ave.. Baltimore. Md. Executive. Editorial. Circulation Office 310 Madison Ave.. New York 22. $X a year in V. S. $9 elsewhere. Entered as second class matter 29 January 1949 at Baltimore. Md. postofflce under Act 3 March 1879. RFPOR1 ril MM»\» ..,,• 51 tmmbmr 1951 .;d Hi est .- :' ~ ' mderlin' rcur.is a ecu: ^r::;y ti:r. - ci :cst ever SI. J - : . . - . ir. ~" - - - '•'= les' SI?:.::: aar.dlir.g it of handling TV 1951. I " this -. i : - i :: beating, yrc'rler Ls ... . Br eqienses cf 77 reus* be re*. 15^ intended t< r less ::zplex zedia, — 5 R— ; ( e cup offer I - . iti " -jonvincing ierccastratiorj of TV refer ireek of _s 11 ::e: s. -f c - . ane-St tioi :.:.: ane Treat pulled ICefc re- 12 356 returns turns :a offer teek later . Kii.5 cere urged ever 'Jun- ior Hi- Jinx Sac c. * -TV, Pnil - - t c send in 9 ice :re:r pie- -. „ r r 1 1 for : ..11-c c 1 c r Sal." : 1 : _r cf acvie star. liaie lly Tita :irrs ic use its ice-erear picture lies. leap 3cently :oapleted test campaigns ::r its aeu lixie acre dis- raser. - oaign Lncl i - . TV ia '?; via Hicks i- -SR- How s >our Rogers, .r. :: year— old rrende: a ... reports aiga srsr.sor, sponsor . 2Sl in its radic .:.: -'■' 'sponsor identif ieat ica" service. dentrficatioa? . lei c . - - iat etvi = s ir. IT ra c r rarket s . I real ex Lis1 3 to a eit 5 of pre duct . :r advertiser. . . sat if a . ccrcrce - - o rs spens ere d :y rcar.y p ar- ia - ting advertiser: 7 ; gers told SPO-ol?.. lurreat TV iadex sIccts 1.. .-. . four Bit Parade" : aigiiest ccrrect iieatifiea- follt :losely y Kr : t 17 theatre" 95.5 . -SR- Sporfs spo.nsc n Iffila tioj :: 31, etro-Goldwyn- yea : I tew ferk 50,000-watt er . §3 in in WMCM _ - licerty 3r c : cc : s t ir.g Sastea . r r : s sp :as : r s ill a; ve str eager -55 affiliation cutlet for ;::::; ::.:t5. et uic Ireedy aas -43. affiliates and ve built _p big £;:::: audience. _ae :: first spcasers tc profit :r:r Liberty eatry iate I»ei 1'crk rarket is Miller's Hi ra Lifj Leer. - -.-.--.- rac. it sponsored li'certy erigiaatiea cf . ..: . Fo ot ball League .:.:::- -p ra i a 1 . A . rai ca ] carried. I. - • : r : k seeking auarters ne t "11 eta Ave., se titer . ceererate :: Hooper cha'c ; s :oincidental od Ir. Syda Ict's lae 7_lse. lac. aided- of inaccuracy L2 interview . lss_e involved: . :a systea is rest accu~ ~te"' : ■ e r ; r . : ; : T -. e H::str: 1c liege rsyca: legist Ir. aaf aef :>". pi tc . ::: a tec Ln ..... 3iieagc. Saa Sraaeiscc. Re- : wored H : : p e r . Roslow's rebuttal: Hhappell _sei * st at ist i : : - trie] . 1^'_1e^1 : i-:- rplcye; ci that he dug op - aai i e : ' c r a t i t iating :1 t: 1 .:--.' Heslex says ae xill ' ' ' . :z . L: erer Sert eacer aai 1 ct e'eer in " ".. ... c: not "r: then c cap -red - ' : tata • tr : Lion are gearirg taeaselves c:r ' ; • - - - __ --::-:' itt est ' : a titioi aeT Tave :c IV statieas start fall _;. 7r:--rs-;e;i:__-;:ti:ais::asicerei 7 i :-ca , ;-sp :rt s fcrrs.t. ICeTS ccverage, ca partieu- 3foss:: No. 30 OF A SERIES BOB REYNOLDS In Rose Bowl Play* WHEC In Rochester Radio! ;•' i-.\ £W W& m n- i , OHO TIM MB&SM IN ROCHESTER 432 weekly quarter hour periods are Pulse surveyed and rated. Here's the latest score,— STATION STATION STATION STATION STATION I STATION WHEC B FIRSTS 226... 136 TIES 17.. . 15 Station on 'til sunset only WHEC carries ALL of the "top ten" daytime shows! WHEC carries the top seven evening shows and is tied for ninth and tenth places! BUY WHERE THEY'RE LISTENING:- * • °f* gnat L m/> W 9^3 R0chi In diei tnc* for \THfc - t'on er Th au- toPpedsi>tCe Prefer- '" sta- ?een 'P has PULSE REPORT— SEPTEMBER-OCTOBER, 1951 LATEST BEFORE CLOSING TIME J^rcAei^t NEW YORK 5,000 WATTS Representatives: EVERETT- McKINNEY, Inc. New York, Chicago, LEE F. O' CONN ELL CO., Los Angeles, San Francisco, 31 DECEMBER 1951 /m viyn DIGEST FOR 31 DECEMBER 1951 VOLUME 5 NUMBER 27 ARTICLES ffou- is radio doing in TV homes? To give a complete picture, SPONSOR presents roundups of listening- looking research, as well as opinions of ad men Latest figures oti listening in TV homes ffou- «ff men estimate the situation 25 Hi 29 ffou* radio helped Seahrook start own brand At first a "supplier," Seabrook Farms expanded into retail sales of its own frozen food products, built rapidly with aid of radio •*" It happens in TV When client, agency, and TV commercial meet head-on, anything can happen. This series of cartoons depicts four wryly amusing situations **» Does controversy make sales? Commentators like Fulton Lewis, Jr., Drew Pearson may strike fury from listeners, but they also strike paydirt, SPONSOR survey finds Singer's first 100 gears were air-less Sewing machine firm is now conducting its first big radio-TV experiment, with initial $500,000 budget already bringing happy dealer response M'OVHOIt INDEX: Jl LY-IIECEMBEK 1951 34 :w 41 COMING ffou- ff Iff ix helping sponsors BMI is raising the level of local programing, helping to encourage sponsor purchase of local shows rather than only announcements ffou* to stage a one-shot How Motorola staged a radio-TV one-shot, plus capsuled reports on other one-shot campaigns including tips to advertisers, pitfalls to avoid 14 Jan. I I Jan. DEPARTMENTS MEN, MONEY & MOTIVES 510 MAD SON MR. SPONSOR: H. E. PICARD NEW AND RENEW P .S. RADIO COMMERCIALS MR. SPONSOR ASKS ROUNDUP AGENCY PROFILE: MILTON BIOW TV RESULTS SPONSOR SPEAKS 6 10 12 17 22 46 52 54 56 61 76 30O COVER: New era in network TV is opened up 14 January when Dave Garroway's "Today" show makes debut on NBC 7:00 to 9:00 a.m. Sparkplug credited with pioneering move is dynamic Sylvester L. (Pat) Weaver, Jr., NBC V.P. in charge of TV. From I. to r. are Ed- ward D. Madden, NBC V.P. in charge of TV sales and operations; Weaver; Garroway. Editor & President: Norman R. Glenn Secretary-Treasurer: Elaine Couper Glenn Managing Editor: Miles David Senior Editors: Frank Rasky, Charles Sinclair Department Editor: Fred Birnbaum Ass't Editors: Lila Lederman, Richard A. Jackson Contributing Editors: Robert J. Landry, Bob Foreman Art Director: Si Frankel Photographer: Jean Raeburn Vice-President - Advertising: Norman Knight Advertising Department: Edwin D. Cooper (Western Manager), George Weiss (Trav- eling Representative, Chicago Office), John A. Kovchok (Production Manager), Cynthia Soley, John McCormack Vice-President - Business Mgr.: Bernard Piatt Circulation Department: Evelyn Satz (Sub- scription Manager), Emily Cutillo, Joseph- ine Villanti Secretary to Publisher: Augusta Shearman Office Manager: Olive Sherban Published biweekly by SPONSOR PUBLICATIONS INC., combined with TV. Executive. Editorial. Circulation and Advertising Offices : 510 Madison Ave, New York 22. N. Y Telephone: MUrray Hill 8-2772. Chicago Office: 161 E. Grand Ave., Suite 110. Telephone: Superior 7-9863 West Coast Office: 6087 Sunset Boulevard. Lot Angeles. Telephone: Hillside 8089. Printing Office: 3110 Elm Ave . Baltimore 11. M.I Subscriptions: United States $S a year, Canada and foreign $9. Single copies 50c. Printed In U. S. A. Address all correspondence to 510 Madison Avenue. New York 22. N. Y. Copyrtght 1951. SPONSOR PUBLICATIONS INC. "The Adventures of Cyclone Malone".. Action! In just 24 hours, Cyclone Malone moved more than 10,000 self-liquidating premiums for a single sponsor. ..and started a rush that netted over 106,000 tie-in sales!* * Curries Ice Cream & Candy Co., Los Angeles Acceptance! Consistently ranked among the top 5 multi-weekly shows in Los Angeles' highly competitive seven- station market. Available! "The Adventures of Cyclone Malone" is now available on film. Find out more about this delightful musical marionette adventure series... quarter-hour, five-a-week... ready to sell for you today ! For audition print and complete information call or wire our nearest sales office: 44 West 56th Street, New York City 19, N. Y. 612 North Michigan Avenue, Chicago 11, III. Sunset and Van Ness, Hollywood 28, California CONSOLIDATED TELEVISION SALES A Division of Consolidated Television Productions, Inc. 31 DECEMBER 1951 Your Lowest cost-per-1,000 • ••in the $3 BILLION OAKLAND- SAN FRANCISCO BAY MARKET! hey to success in the San Francisco Bay Area lies in COVERAGE of the huge PLUS market com- prising $1,600,000,000 annual retail sales in Oakland and the East Bay! li ecords prove that day- in day-out, KR0W pro- vides the lowest Cost- per-Thousand listeners of ANY station in this market!* (•PULSE: Sept. Oct. 1951) l/ver 145 local, region- al and national advertis- ers regularly use KROW to reach Oakland's 1,144,000 market. ..and San Francisco's 1,096, 000 market! Why not make us show you the facts and figures that prove these statements true? It's all down in black and white for the asking! KROW Radio Center Bldg. 19th & Broadway • Oakland, Calif. Serving the Entire Oakland San Francisco Bay Area by Robert J. Lcendn Read any good magazines lately? Although "Radio" is certainly an advertising medium, most of the larger advertising agencies typically have a "Media" Department separate from a "Radio" Department, and ne'er the twain may meet save under the referee, or account executive, the latter supposedly loftily evaluating all media, partisan to none, again supposedly, selecting the best medium for the immediate sales problem. The separation of "Media" from "Radio" (and now TV) has of course long since been taken for granted in the big town, big time ad- vertising. Logic dictated the separation in the first place and custom has widened it, including the existence of special trade journals catering to the old agency skills of copy and layout while other trade journals cater to showmanship skills. The two-way quarantine has produced the situation today of many "old media" admen not know- ing much if anything about "new media" admen, and vice versa. * * * With so much apology, this Contributing Editor now proposes to discourse for a bit on magazines, a subject ordinarily outside the ken of sponsor, except now and again when some magazine circula- tion promotion department turns radio/TV sponsor. The problems of magazines, upon analysis, often bear jolting familiarity to the problems of radio. Take, in example, Detroit, the motor capital. From time immemorial the networks have tried to sell automotive accounts on a fuller, more confident use of radio, only to run smack into minds frozen solid in contrariness. Knowing this, it amused and edified your correspondent when he learned re- cently of a curious situation in which the same Detroit nabobs ex- hibit the same kind of frozen contrariness toward monthly magazines. 1 1 goes like this. Detroit tends to instruct its advertising agencies to "favor" weeklies, contending they are "faster" than the monthlies. The difference turns out often to be distinctly imaginary. If an ad- vertiser elects to use weeklies once a month, the rule, it's still 12 times a year as would be the case with consistent scheduling of monthlies. Moreover Detroit's fondness for four-color plates de- molishes the "faster" idea since plates will be six-seven weeks in production regardless of whether their destination is a weekly or a monthly. * * * Broadcasters who have butted their heads against Detroit may perhaps be comforted to hear that the monthly magazines are mod- ( Please turn to page 64) SPONSOR r ^ WISE Young Man of A fellow matures rapidly in Television. KPIX, San Francisco's pioneer station, went on the air on December 22, 1948. Now, three years later, KPIX has the wisdom that characterizes Television's veterans ... the wisdom, among other things, to recognize that in Television you can't stay young ... and you must never grow old! CBS and DUMONT TELEVISION NETWORKS Represented by The Katz Agency 31 DECEMBER 1951 Rare indeed is the opportunity given a local station to secure a big-time musical production of network calibre at a cost well within its sponsor's budget. The opportunity is now! Investigate The Allan Jones Show. Complete half-hour audition, sales brochure and price will be sent you, at no charge, upon your request. LANG-WORT EATURE PROGRAMS. Inc. r, NEW YORK 19, N. Y. Western Sales Representative Walter B. Davison 6087 Sunset Boulevard, Hollywood, California Canadian Sales Representative S. W. Caldwell Ltd. 1 50 Sinuoe Street Toronto KMA Gets More Orders At Less Cost! . . . according to figures released by Tidy House Products Co. KMA Leads 41 Stations on Spatula and Boxtop Offer THE OFFER: Tidy House Products Co., manufacturers of PERFEX Cleaner, offered a Cattaraugus Spatula for 35C and a PERFEX boxtop. This offer was carried by 41 stations from Sept. 24 to Oct. 26, 1951. Stations up to 50,000 watts were used . . . over the en- tire middle western agricultural belt of the United States. THE RESULTS: Station Cost psr Order KMA— Shenandoah, Iowa .0248 2nd station .0319 3rd station .0349 4th station ..... .0490 5th station .0496 6th station .0608 Average cost per order — 41 stations .1434 KMA SHENANDOAH, IOWA Represented by Avery-Knodel, Inc. Conclusive Proof ,. ,..s Consistently! *•* K"A He.s -* * *C I. SCO.CS Ot m.» 0«C KMA n3S •123S «aBkfeoasT pc. °'dcf b35'S' ■.tat'ot" on a «• Under Management of MAY BROADCASTING CO. Shenandoah, Iowa wtadison COMMUNITY SERVICE Broadcasting and advertising peo- ple are always saying what a tremen- dous job radio and TV can do with product-selling. Well, here's a case where radio and TV did a bang-up job on a community project that de- manded public support. Radio and television stations in this area cooperated 100% in achieving the goal of this project: the passage in the November election of a $12,000,- 000 School Bond Issue and Tax Levy by a two-to-one majority. As a mat- ter of fact, one TV station carried a feed from the other of a one-half-hour local children's program for seven weeks. The campaign included a good many other unusual features for which the broadcasting services in this com- munity were directly responsible. Lincoln Scheurle, Dir. Radio- TV Div., Hugo Wagensell & Associates, Dayton, Ohio MIDWEST SURVEYS Just a word to thank you for the very comprehensive story on the 1951 Iowa and Kansas surveys. While we naturally think a great deal of our success with these surveys, we know it is only by continual hammer- ing such as you have done that time buyers will realize radio is a long way from being either dead or dying. We are particularly pleased that this arti- cle came out prior to the NBC conven- tion at Boca Raton since we feel sure many of the affiliates may feel mutually strengthened in taking a position that radio is very much alive and should not be relegated to a formula based on supposed coverage by any other media. Congratulations and thanks for a fine perusal and presentation of the 195] Iowa Radio Audience Survey. PAUL A. LOYET, Vice President ('cniral Broadcasting Co. Dcs Moines, lona feature, 3 December issue, I would like to elaborate on the effectiveness of this poster tie-in with TV. It just so happens that the initial rating of the Boston Blackie show in Chicago was three times that of New York and twice that of Philadelphia. This is certainly an indication, if not proof, that our Criterion Meister Brau posters really do a job in acquainting more people with Meister Brau adver- tising which in turn sells more beer. Richard P. Sisson, Prom. Mgr. Criterion Service, N. Y . RADIO SELLS EVERTHINC Thanks (to you and Bob Foreman) for the four stars awarded the "Bare- loot in Athens" commercials on WMCA in the 3 December issue. To keep the facts straight, sponsor of this series was the Playwright's Company- through the agency, Clifford Strohl As- sociates, New York. In answer to your speculation that the "independent-station audience may not be the typical legit-theayter- crowd," it may interest you to know that this New York independent sta- tion is particularly proud of its "the- avter-going" listeners. On WMCA, we "sell" top Broadway shows throughout the year. In October, Leland Hayward experimented with a group of ten an- nouncements on thf Barrv Grav Show lor "Remains to Be Seen," then un- opened and unreviewed. He was "so amazed" bv our direct ticket sales that be has nut us on his "must" media list for future productions. He writes: "We ha^e shied awav from radio as a legitimate theatre ticket selling medi- I'lii. What is so amazins about your program (Barrv Grav Show) is that almost all requests were for the higher- priced tickets — 80% of the orders for orchestra locations." How-vrd Klarman, Dir. of Prom. WMCA, New York MERCHANDISE THAT SHOW! Vs a follow-up to the item and pho- tograph of the Meister Brau poster which appeared in your "Roundup" AIR-MINDED UTILITIES Well, sponsor has done it again — just as we were about to look around for background material on "public utilities advertising" you came up with "public utilities on the air." Please rush 10 copies so that we can get them in some very interested — and interest- ing— hands. Eugene D. Hill, Gen. & Comm. Mgr. WORZ, Orlando, Florida 10 SPONSOR he clear picture of thel? audience inibe fort Worth -Dal las aires WBAP-TV TH£ STAB TELEGIAM STATION OCTOBER, 1951, HOOPER TELEVISION AUDIENCE INDEX OF THE COMBINED FORT WORTH-DALLAS AUDIENCE SHARE OF TELEVISION AUDIENCE Monday through Friday 12:00 Noon to 6:00 P. M. Sunday through Saturday Eve. 6:00 P. M.- 11:00 P. M. WBAP-TV 50.3 44.3 Sta. B 22.3 36.6 The first clear picture of thejvaudience Outside the metropolitan cities (Over 22% of the audience is outside of the two-city corporate limits.) SEPTEMBER 1951 BELDEN* SURVEY-SHARE OF TELEVISION AUDIENCE DONT BE SPOTTY WITH YOUR SPOTS . . . REACH ALL ALL ALL The Fabulously Rich Fort Worth-Dallas Market Station WBAP-TV Sta "B" Sta. "C" *Joe Belden & Associates is a pioneer research firm of the Southwest and numbers among its clients advertisers an agencies from coast to coast. Daytime 60% 29% 11% Nighttime 54% 33% 13% WBAP AM-FM-TV 570 -820 Channel STAR-TELEGRAM STATION . FORT WORTH, TEXAS FREE & PETERS INC. Exclusive Notional Representatives AMON CARTER, President HAROLD HOUGH, Director GEORGE CRANSTON, Manager ROY BACUS, Commercial /Hgr. 31 DECEMBER 1951 11 A WIMER ! 3 nut of 4 yrs. Again WIOU's Farm Service Department, directed by Bob Nance, has won the annual national farm safe- ty promotion award. An achievement such as this clearly shows the progres- sive down-to-earth qualities that makes WIOU the stand out voice in Indiana's 18 most prosperous counties. For greater returns it will pay you to put your adver- tising dollars on the winner, WIOU. CBS VV* AFFILIATE UIIOU 'l 1000 WATTS - 1350 KC y KOKOMO, INDIANA Pi on ■;■ nti-d Nationally by ... WEED d> COMPANY i Ir.Spnir Henry E. Picard Vice President-General Manager San Francisco Brewing Corp., San Francisco Bur germeister, Bur germeister It's so light and golden clear. Bur germeister, Bur germeister It's a truly fine pale beer. This jingle has proved to be worth about $4,000,000 a word so far. For, sung to the tune of "Clementine" on a host of California radio stations, it has impelled thousands of Californians to switch to Burgermeister. Sales for 1951 are up 33% over 1950 with annual sales of close to 1.000.000 barrels. That wasn't the situation in 1944 when 55-year-old German-born Picard took over as general manager. Then, Burgermeister was but one of San Francisco Brewing's 14 private label beers, and all were lagging in sales. Picard, a merchandising expert, dropped the private label and draught beers and selected Burgermeister as the one beer to adver- tise and promote. As evidence of his sales-building confidence he burned up $10,000 worth of private labels in one afternoon. A lim- ited budget, about $50,000, was put behind Burgermeister and, as there were 4.()0().0()0 Northern Californians to reach, radio chain breaks were an almost automatic selection. Picard explains: "Chain breaks would allow us to deliver the maxi- mum number of sales messages for the money expended. Chain break time could be bought on good stations adjacent to programs with high ratings while, at the time, announcements were available next to programs with low ratings." Californians have been hearing the "Burgie jingle" ever since its L944 introduction but not always in the same way. Sometimes the jingle is spec (led up; sometimes its sung in a different key. Despite the Burgermeister success in the last seven years Picard modestly considers himself "an ordinary, straight-forward business- man. Now. with 50' , of the ad budget going into radio, Picard still insists on a strict and simple advertising policy. No comparisons, no fanc\ claims. Nothing except "Burgermeister — a truly fine pale beer.' Picard's extra sales touch: San Franciscans within hearing distance can listen to tower chimes atop the brewery building pla\ "Clementine" at 10:00 a.m., 3:00, 5:00 and 8:00 p.m. 12 SPONSOR MR. SPONSOR: Around the clock . . . all year long . . . WJBK-TV HAS THE TELEVISION AUDIENCE IN DETROIT! 1A# 1 R \t T\/ HOME HOOPERATINGS VVJ D IV™ 1 V Sunday Thru Saturday 6-11 P.M. Nou.-Dec. '50 37.2 Dec' SO- Jan.' SI 37.3 Jan.-Feb. 'SI 36.7 Feb.-Mar. 'SI 37.8 April 'SI 37.9 Maw '51 37.6 June 'SI 35.6 July 'SI 38.5 Aug. '5/ 41.1 Sept 'SI 38.2 Oct 'SI 35.4 11 Mos. Average 37.7 Just think! WJBK-TV's average TV- Home Hooperat* ing, for the 12 months ending October 1951, is 37-7! The Sunday evening average alone, from April to October 1951, is 45.0! Look at these other whopping Hooper averages WJBK-TV earned during 1951: Mon. thru Fri. 8-12 AM (April -October) 49.9/ Saturday 12-6 PM (April-October) 41.3! WJBK-TV's consistently high Hoopers in the major time seg- ments during 1951 make WJBK-Television the wise time-buyer's choice for top sales results in the Motor City. To be certain your television dollar pays you the highest dividends in the 5-billion dollar Detroit market, check with your KATZ man today. WJBK —AM — FM —TV DETROIT The Station with a Million Friends NATIONAL SALES HEADQUARTERS: 488 MADISON AVENUE, NEW YORK 22, ELDORADO 5-2455 Represented Nationally by THE KATZ AGENCY, INC. 31 DECEMBER 1951 13 I S *< £ t ,# £HSI « 1 ^ ♦ "i *Z\ oment ! This was it. For General MacArthur . . . and for KCBS. Thousands of eyes were on the General as he arrived in San Francisco. Thousands of ears were tuned to 50,000-watt KCBS as it turned in what turned out to be the year's top special-events broadcast. (The KCBS local staff covered the event for the CBS Radio Network; all other networks imported special staffs.) For its broadcast, KCBS received the National Association of Radio News Directors' Award "for distinguished achievement in the field of radio reporting of an outstanding special event." As, the awards committee commented: "It was truly a superb example of radio reporting . . . broadcasting in a class by itself!" '%*, 1 T»iir nJt - ^m PARIS, ILLINOIS, is a channel 6 town! LEONARD H. WOLFE, Television Dealer 112 Madison Street, Paris, Illinois WlOllBS IN SETS ON PARIS and DANVILLE, ILLINOIS, are both WFBM-TV towns.' WFBM-1 INDIAN APOI ROBERT A. FREY Box 215 Paris, Illinois • Hear about WFBM-TV's big PLUS? Advertisers on Indiana's First Station get a real buy: First, be- cause high-income Indiana is one of the nation's best markets . . . second, because 192,500* TV sets are already installed inside this station's 60-mile area . . . and third, because WFBM-TV, Channel 6, delivers a Big Bonus in sets outside where thousands of set- owners tune in ONLY WFBM-TV. In Paris, Illinois, about 90 miles away, and in Paris' Edgar County, dealers estimate over 200 TV sets are already installed, with more being added every day. Dozens of other cities and villages and thousands of farms — many even farther away than Paris — have ad- ditional sets beamed to WFBM-TV exclusively, too! PARIS, ILLINOIS « .90 rM*s INDIANAPOLIS WFBM-TV How about your clients ? If they really want to i they'll thank you for selling them on WFBM-T Big Bonus Buy! * Source: BROADCASTING -TELECASTING, December 24. 19! WFBM Radio Is First in Listening, Too! * I iksi //; the morning' • FIRST in the afternoon' * andaGKLKX Hi<- First at Nioht! 50% more-lis- teners at night than any other Indianapolis station. *?&l4t tit Iwcl&UtfL (fyattttel 6, /)ncU6UtafroU& REPRESENTED NATIONAL!." Y THE KATZ AGENC New and renew 31 DECEMBER 1951 1. New on Television Networks SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration Aluminum Company of America American Oil Co Burlington Mill- Corp of New York Johnson & Johnson M & M Ltd O'Cedar Corp Stokely-Van Camp Inc Fuller & Smith & Ross Joseph Katz II irshon-Car field Young & It, l l.l. ;i ii. William Esty Young & Rubicam Calkins & Holden, Car- lock, McClinton & Smith CBS-TV 29 CBS-TV 24 CBS-TV 14 NBC-TV 46 CBS-TV 62 CBS-TV 59 CBS-TV 58 See It Now; Sun 3:30-4 pm; 2 Dec; 52 wks Challenge of the 50' s— Year of Crises; T 3-4 pm; 1 Jan only The Continental; Tu, Th 11:15-30 pm; 22 Jan; 52 wks Kate Smith Show; M 4:30-45 pm; 24 Dec; 52 wks Candy Carnival; Sun 12:30-1 pm; 6 Jan; 52 wks Garry Moore Show; M 2:15-30 pm ; 7 Jan; 52 wks Carry Moore Show; F 2:15-30 pm; 4 Jan; 52 wks 2. Renewed on Television Networks SPONSOR AGENCY NO. OF NET STATIONS PROGRAM, time, start, duration Anheuser-Busch Inc Bohn Aluminum & Brass Corp Borden Co Campbell Soup Co Corn Products Refining Co Ford Motor Co (Lincoln- Mercury div) General Mills Inc Glidden Co. Goodyear Tire & Rubber Co Kellogg Co Kraft Foods Co Liggett & Myers Tobacco Co Thomas J. Lipton Inc Mars Inc Mutual Benefit Health & Accident Association of Omaha Norwich Pharmacal Co Penick & Ford Ltd Procter & Gamble Co Procter & Gamble Co Procter & Gamble Co Quaker Oats Co Radio Corporation of America R. J. Reynolds Tobacco Co Westinghouse Electric Corp Welch Grape Juice Co D'Arcy Zimmer, Keller & Cal- vert Doherty, Clifford & Shenfield Ward Wheelock C. L. Miller Kenyon & Eckhardt Knox Reeves Meldrum & Fewsmith Young & Rubicam Kenyon & Eckhardt J. Walter Thompson Cunningham & Walsh Young & Rubicam Leo Burnett Bozell & Jacobs Benton & Bowles BBDO Benton & Bowles Dancer-Fitzgerald- Sample Compton Sherman & Marquette J. Walter Thompson William Esty McCann-Erickson Doherty, Clifford & Shenfield CBS-TV 57 NBC-TV 7 NBC-TV 19 NBC-TV 33 CBS-TV 47 CBS-TV 38 CBS-TV 25 NBC-TV ABC-TV 37 ABC-TV 37 NBC-TV 41 CBS-TV 61 CBS-TV 38 NBC-TV 42 NBC-TV 27 CBS-TV 35 NBC-TV CBS-TV 61 NBC-TV 46 NBC-TV 60 NBC-TV 43 NBC-TV 57 CBS-TV 59 CBS-TV 52 NBC-TV 46 Ken Murray Show; Sat 8-9 pm ; 5 Jan; 23 wks American Forum of the Air; M 2:30-3 pm; 6 Jan; 52 wks Treasury Men in Action; Th 8:30-9 pm; 3 Jan; 52 wks Aldrich Family; F 9:30-10 pm ; 7 Dec; 52 wks Garry Moore Show; T 2:15-30 pm; 1 Jan; 53 wks Toast of the Town; Sun 8-9 pm; 6 Jan; 52 wks Live Like a Millionaire; alt F 10-10:30 pm ; 21 Dec; 26 wks Kate Smith Show; W, F 4:30-45 pm; 12 Dee; 13 wks Paul Whiteman Goodyear Revue; Sun 7-7:30 pm Tom Corbett, Space Cadet; M, W, F 6:30-45 pm; 31 Dec; 52 wks Kraft Television Theatre; W 9-10 pm; 2 Jan; 52 wks Stork Club; T, Th 7:45-8 pm; 1 Jan; 52 wks Arthur Godfrey's Talent Scouts; B 8:30-9 pm; 7 Jan; 52 wks Howdy Doody; M 5:45-6 pm; W 5:30-45 pm; 3 Dec; 13 wks On the Line with Bob Considine; Sat 5:45-6 pm; 19 Jan; 39 wks Sunday News Special; Sun 11-11:15 pm ; 13 Jan; 52 wks Ruth Lyons Show; Th 12-12:15 pm; 3 Jan; 13 wks First Hundred Years; M-F 2:30-45 pm; 31 Dec ; 52 wks Kate Smith Show; M-F 4-4:15 pm ; 31 Dec; 52 wks Fireside Theatre; T 9-9:30 pm; 1 Jan; 53 wks Gabby Hayes Show; M, F 5:15-30 pm ; 10 Dec; 52 wks Kukla, Fran & Ollie; M 7-7:15 pm ; 31 Dec; 13 wks Garry Moore Show; W 2:15-30 pm ; 2 Jan; 53 wks Studio One; M 10-11 pm ; 7 Jan; 52 wks Howdy Doody; F 5:30-45 pm ; 7 Dec; 34 wks • In next issue: New and Renewed on Networks, New National Spot Radio Business, National Broadcast Sales Executive Changes, Sponsor Personnel Changes, New Agency Appointments Numbers after names refer to New and Renew category E. H. Benedict (5) W. E. Berchtold (5) Allan Cooper (5) A. E. Duram (5) Abbott Kimball (5) ><•!<• and reneiv 31 December 1951 Numbers after names refer to New and Renew category W. C. Matthews (5) S. H. Northcross (5) Jerome H. Scott ( 5 | M. J. Stephen 5) Read H. Wright J5) 3. Station Representation Changes STATION AFFILIATION NEW NATIONAL REPRESENTATIVE KSYL, Alexandria, La. NBC Metropolitan Network (WARL. WFAX, WGAY, Independents \\ 1'IK. WUST), W ash., I). C. WCEC, Rockj Mount, N. C. LBS WHIN. St. Paul, Minn. Independent \\ - \\ . Savannah, Ga. NBC tt I M \. Charleston, S. C. NBC Everett-MeKinney, N. Y. Forjoe & Co, N. Y. John E. Pearson Co, N. Y. Forjoe & Co, N. Y. John Blair & Co, N. Y. John Blair & Co, N. Y. 4. New and Renewed Spot Television SPONSOR AGENCY NET OR STATION PROGRAM, time, start, duration Benson & Hedges Benson X Hedges Blnmenthal Brothers II,, I..,., Watch Co Ine Capitol Frito Ine Clark Brothers Chewing Gum Co Emerson Drug Co Great Atlantic * Pacific Tea Co Helbros Watch Co Helbros Watch Co Maltex Co Ine Pie! Brothers Seeman Brothers Ine Sunshine Biscuits Ine \ Ich Che \ i, k i he ileal < o • leal Co Benton & Bowles Benton ,V Howies Lavenson Biow Ruthrauff A Ryan McCann-Erickson BBDO Paris & P. art Mori Junger Mort Junger Samuel Croot Kenyon & Eckhardt William H. Wcinlraul. Cunningham & Walsh BBDO BBDO WNBQ, Chi. WPTZ, Phila. WTOP-TV. Wash. WCBS-TV, N. Y. WTOP-TV, Wash. WBTV, Charlotte WNBQ. f:hi- WCAU-TV, Phila. WCAU-TV, Phila. KNXT, L. A. WCAU-TV, Phila. WNBT, N. Y. WCBS-TV, N. Y. WCAU-TV, Phila. WCBS-TV, N. Y. WCBS-TV, N. Y. 20-sec stn break; 31 Dee; 13 wks (r) 20-sec, ID-.,, stn break; 1 Jan; 13 wks (r) 1-min panic; 28 Dee; 13 wks (n) 20-sec anncmt; II)--,, ident ; 1 Jan; 52 wks (n) 1-min anncmt; 10 Dee; 52 wks (n) 1-min anncmt; 17 Dee; 13 wks (r) 20-sec stn break; 3 Jan; 52 wks (r) 20-sec anncmt; 15 Jan; 52 wks (n) 8-sec ident; 25 Dec; 13 wks (r) 8-sec ident: 30 Dec; 52 wks (r) 1-min partic; 28 Dee; 13 wks (r) 1-min partic; 17 Dee; 13 wks (r) 10-sec ident; 1 Jan; 52 wks (n) 20-sec anncmt; 1-mln partic; 16 Dec; 13 wks (r) 8-sec anncmt; 8 Dec; 13 wks (n) 20-sec anncmt; 10 Dec; 13 wks (n) 5. Advertising Agency Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION L. C, Barlow Edward II. Benedict William E. Berrhtold Allan Cooper William T. Crago Arthur E. Duram Joel II. Ettinger Eben M. Grand) Robert Kibrlck M.I Da! II.., Ed* Wi thii II. I II,,, San I),, i llo I Jer. on Kimball i I.add Lang card Loveton liam C, Matthews irles McCormack ■n Moeller ntifi II. Moore uel II. Northcross al J. O'Brien ert II. Revnolds n,.- II. Scott Milton J. Slcphan Evelyn \ .....I. . |.l... I(ca Y., aeet exec Kenyon & Eckhardt, N. Y., bus mgr research div Abboll Kimball Co. N. Y.. pres Parade, N. V.. member sis staff Gardner, St. I.., aect exec Keenan »v F.ickclherg. L. A. Abbott Kimball Co, N. Y., vp Compton, N, i .. treas Allen & Reynolds, Omaha, research dir Allen A Reynolds, Omaha, art dir William Esty, N. Y., member tv dept Young & Rubicam, N. Y., aect exec Allen Reynolds, Omaha, aect exec Al Ilerr, Milwaukee, hcatl new bus dept Allen & Reynolds, Omaha, radio, tv dir Schwimmer el- Scott, Chi., timebuyer J. M. Malhes. N. Y.. dir radio, tv dir Edward W. II..I...i I. .... Hartford, aect exec Same, also aect supervisor J. M. Mathes, N. Y., Canada Dry contact man McCann-Erickson, Chi., vp Hewitt, Ogilvy, Benson & Mather, N. Y., market media planning dir Leonard Shane, N. Y., radio, tv dir Fuller & Smith & Ross, V Y., radio, tv dir Diamond-Barnett Ine. N. Y., vp Ray C. Jenkins, Mnpls., acet exec Same, media research, statistical analysis dir Same, chairman board dir Cecil & Presbrey, N. Y„ acet exec Leo Burnett, Chi., acet exec Creamer & Co, Hlywd.. media dir Same, pres Same, also member board dir Same, partner Same, partner Same, vp, bus mgr Biow, N. V., aect exec Same, partner Guenther. Brown & Berne, Cincinnati, head new bus dept Same, partner Same, media dir Same, vp Wilson, Haight & Welch, Hartford, vp 6. New Stations on Air STATION FREOUENCY WATTAGE OPENING DATE MANAGEMENT Y\ SUM. Jack. .11. Mich. WSOK, Nashville, fenn. 970 kc I 1711 kc 1,000 1,000 r Dec ■arly De Walter Patterson, managing dir II. Calvin Young, pres \ew Network Aifiliations STATION FORMER AFFILIATION NEW AFFILIATION Ki -I Provo I i..l. KDM \. Montevideo, Minn w I \l I ,„r.l. Mi-. \X MI.M. N. » U.rk liidepciiilciit Independent Mils I ndependenl ABC ABC 1BC i -II 1 Jan) LBS COOPERATIVE WOMEN'S SHOW DOES EFFECTIVE MERCHANDISING, SELLING JOB! WHO'S Iowa feature fare A tremendously popular, after- luncheon women's program from 1:30 to 2:00 P.M., Monday thru Friday, and 11:00 to 11:30 A.M. on Saturday, with charming Betty Brady chatting about foods and fashion . . . Duane Ellett assisting with songs, with Bill Austin at the piano. Every day an average of 50 women drive in from all parts of Iowa, and pay $1.25 to lunch with Betty Brady (noon to 2 P.M.). This live audience is limited only by our hotel's facilities — tickets are reserved months in advance. Read the rest of the story below. WHO's Iowa Feature Fare is an outstanding women's program, with an enormous home audience, and backed by a successful mer- chandising plan. Carefully integrated commercials are only half the story for participating sponsors on WHO's Iowa Feature Fare! Outstanding merchandising and sales promotion service at hundreds of Iowa's retail grocery stores is the other half. Here's a brief outline of this amazing "bonus": 1. Iowa Feature Fare is backed by a merchandising staff of fire specially trained women who regularly call on 700 major grocery stores in 76 of Iowa's 99 counties! Each staff member averages six calls per day, and in each store she checks to see if all "Feature Foods'' products are stocked and are well dis- played. She also improves shelf position and exposure of all "Feature" products, corrects prices when necessary, induces store to quote multiple prices and places point-of-sale advertising in store. She also talks to owner or manager about "Feature Foods" products and signs carefully selected and qualified stores as "Headquarter Stores." 2* Every three weeks a detailed report covering the staff's visits to 225 independent and 45 chain stores is submitted to each Iowa Feature Fare advertiser! 3* Finally, Iowa Feature Foods stages live, "Recipe Round-Up" store promotions in a preselected chain or independent super market, once a week! These local store promotions are heavily plugged over loua Feature Fare for the two preceding days, and draw an average of 300 women in a 2 to 4-hour period ! To you who believe in merchandising and sales promotion, Iowa Feature Fare is your dish. Write direct or ask Free & Peters! WIKI® +/©r Iowa PLUS + Des Moines . . . 50,000 Walts Col. B. J. Palmer, President P. A. Loyet, Resident Manager FREE & PETERS, INC. National Representatives ■Zi Products, packaging, rate of sale, and com- petitive activity — all are discussed with store owner for report to advertiser. Most stores run newspaper ads like that below. 31 DECEMBER 1951 19 It pays to buy the giant economy size ! And in the vast Midwest market centering around Chicago, the giant economy size is 50,000-watt wbbm.* This Fall (as always, year after year after year), wbbm commands a larger share of the radio audience than Chicago's second and third network stations combined. During the broadcast week, an average of more than one out of every four families listening is tuned to wbbm. Chicago's fifteen other radio stations divide up the rest. Today, more Chicago families are listening to the radio— and to wbbm -than last year at this time, T\ or no i\.* \A/RRM Chicago's Showmanship Station Represented by CBS Radio Spot Sales •Within range of WBBM's signal lives one-tenth of the nation's radio families — three-fourths of which cannot lit- reached by any Chicago television station. APulse, Sept.-Oct. 195 1 vs. 1950. MM MOBILE • METROPOLITAN POPULATION 230,400 • RETAIL SALES $174,670,000 \ £?' \ "V. / BY USING WKRG • POPULATION PRIMARY COVERAGE 1,326,550 • RETAIL SALES $578,089,000 Em Adam Young, Jr. National Representative or F. E. Busby, General Manager • ON THE DIAL710 MOBILE, ALABAM \ /Vet*? developments on SPONSOR stories Sec: "Is today's rash of cigarette claims harmful to all advertising?" ISSHC: 17 Decemher 1931, p. 34 Subject: Many advertising agency executives believe that outlandish claims and counter-claims in cigarette commer- cials are hurting all ad sales efforts Too late for inclusion in the 17 December story, Paul B. West, president of the Association of National Advertisers, issue this state- ment to sponsor on "cigarette claims." "The vast majority of advertisers make every effort for obvious reasons to avoid advertising that might register negatively on the minds of consumers. False and exaggerated claims are few. This is attested to by the recent report of the Federal Trade Commission on the small percentage of advertising 'that might be termed objection- able." "Advertising that does not meet the standards of good taste and responsibility of business — and these standards are voluntarily im- posed by the advertising fraternity itself — reflects adversely on all advertising regardless of the industry or media. "It does not follow that hard-hitting advertising must fall below these standards. For it is signally demonstrated day after day in campaign after campaign that advertising can. and in most cases does, fulfill its function with both vigor and propriety." See: "Wax ... an industry now" ISSUe: January 1947, p. 13 Subject* Johnson's Wax built sales leadership with situation comedy on radio fea- turing Fibber McGee and Molly For 16 years Fibber McGee and Molly (NBC) helped build sales for the S. C. Johnson Company of Racine, Wis. Built them to a point where, nationally, the company was selling over 50% of the wax products purchased in the country. But in March 1951. S. C. Johnson and Fibber McGee and Molly ended their long and profitable relationship. Then Johnson's Wax sought a new situation comedy to act as a sales wedge for a Canadian air campaign; a radio venture designed to build sales at the local level. Now they think they have it in Bright Star, a Frederick W. Ziv Compam production starring Irene Dunne and Fred MacMurray. s. C. Johnson plans to blanket Canada with radio through some 50 stations of the CBC. The expenditure for the transcribed open end radio series, according to a Ziv official, is the largest ever allotted for a transcribed series in Canada. See: "Mars dead ahead, sir!" ISSUe: 10 September 1951, p. 36 Subject: Science fiction trend on radio and TV increases in velocity as do spon- sors" product sales Tom Corbett, Space Cadet, renewed 31 December (ABC-TV), is ample evidence that science fiction is selling the company's Pep, Corn Flakes, other cereals. And kellojii:"s emphasizes its faith in science fiction's air impact l<\ announcing AM sponsorship of Space Cadet beginning 1 Jan- uat\ (ABC, Tuesday and Thursday, 5:30 to 5:55 p.m.). The prod- ii.l pushed will be 1'ep. The gross weekly time charges now invested in both versions of the show are: for TV, $26,700; radio, $11,670 (through Kenyon & Eckhardt I, for a combined $38,370 weekly gross time charge. 22 SPONSOR Five Men With 4 Purpose! HARRY WAYNE McMAHAN Executive Producer TAYLOR BYARS Technical Director CHET GLASSLEY Production Supervisor HOWARD SWIFT Art Director CHARLES F. CHAPLIN Creative Director «V? McMAHAN, an advertising man from 'way back, started it in 1938: a company to produce nothing but short ad-films for theater showings. He was joined by "V? BYARS, who knew camera and labs inside-out, as Chief Cinematographer and Tech- nical Director, and •"£? GLASSLEY, another advertising man, also film-wise in writing, directing and produc- ing, as Production Supervisor. -yT SWIFT, a top Hollywood animation director from "Fantasia" and "Dumbo" lined up as Art Director, and *£? CHAPLIN, a third film-wise advertising man, as Creative Director. Here was the nucleus of Five Star Productions, the Five Men with a Purpose ... to produce: The 's Finest <►_$ Commercials The Five Men (now backed by 286 top Holly- wood craftsmen ) specialize in the short ad-film exclusively. No programs. No industrial films. Just commercials . . . the best creative commer- cials in the business. To date they have produced 3,000 of 'em— and more than 2,400 of these were created and written by Five Star's three Advertising Men— McMahan, Glassley and Chaplin. Thirty-three agencies now use this plus serv- ice: film-wise advertising men who serve as an adjunct to their own creative departments . . . at no extra cost. YOUR agency can have this plus service, too . . . the same service that has created TV success stories for Kellogg, Pet Milk, Pabst Blue Rib- bon, Swift, Maytag, S.O.S. Scouring Pads, Zen- ith and more than a hundred other national and regional accounts. Write for brochure or, next time you're in Hollywood, drop in at 6526 Sunset and see the most complete studios devoted to film commer- cials exclusively. See creative craftsmanship at work for advertising. Then add the Five Men with a Purpose to YOUR staff. They won't cost you a penny . . . they're commissionable . . . 31 DECEMBER 1951 23 the world's TALLEST tv tower! WSB-TV 1,062 FT. Advertisers on WSB-TV picked up a big hunk of additional market as of this past September 30th That is when WSB-TV switched to Channel 2 and began telecasting with 50,000 watts of radiated power from the world's tallest television tower. WSB-TV now carries your picture story, clear and strong, to thousands of TV homes never reached before — and still unreached by other Atlanta stations. If you want more for your money — get on WSB-TV. w$ k-tv Channel 2 — 50,000 watts. Affiliated with The Atlanta Journal and Constitution, -/jfy Represented by Petry. J- yfe? 24 SPONSOR liVOCKAM INVENTS RADIO ©N the planet Mars, television had been in vogue for years. Practically every Martian home had multiple TV. There were portable TV sets, TV sets galore in out-of-home locations, and millions of them in Mar- tian autos. Because of the auto sets, the accident rate on highways was frightful. Then, one day the picture tube in the TV set of a thoughtful Martian named Inocram blew out, right in the middle of a Whizzies commercial. Listening to the audio was better than nothing, so he turned it up real loud and listened. His wife, fixing supper out in the kitchen, listened. Other members of his family lis- tened in other rooms. "Sizzling rockets!" he yelled (in Martian). "This is great! I've invented something! You can listen while you're in a car and not drive into the canals! You can listen while you work! You won't have to look at pictures! I'll make millions!" Inocram had invented radio. Soon it began to catch on big, and the Gloomy Gus element among Martian TV broadcasters were pre- dicting the end of TV. Advertisers wanted daytime TV rates cut. because of Inocrams invention, and waved columns of figures to prove their point. Radio grew by leaps and bounds. Back and forth the battle raged, between sponsors and telecasters. Finally, a wise old Martian philosopher came down from his cave in the hills. He heard everybody argu- ing, heard the shouts that "television is dead!" Very quietly, the old philosopher took out his note- book and pencil. He went around town, ringing door- bells and talking to people. He talked to motorists, housewives, engineers, executives, everybody. Then, he went around to the biggest ad agency in town. The old philosopher cleared his throat loudly. Everyone turned to look at him. "I," he said, "have just made a survey. "And, I've discovered that there are lots of people who watch television and there are lots of people who listen to radio. As far as you gentlemen are con- cerned, you can probably advertise effectively in ei- ther. It all depends on what you sell, and how you want to sell it." The ad men read the old philosopher's figures, and promptly made him president of the agency. Then, everyone on Mars lived happily ever afterward. * * * Following months of mystery, studies are developing thick and fast showing a happier outlook for radio For the problem on earth, turn the page ► ►► CBS-XBC study by Advertising Research Bureau reveals 1951 listening patli MMMI!' iMM Hr.,!!!-,,!!' . i I ! : M ! ' . 1 1 1 ! !. i I ! ' :, , 1 1 1. . i 1 1 . ! N ' :; i 1 1 . : I ! I ! n . i I i . ; ! I M: r ' ; 1 1 1 ; i I M !"! I : : .: 1 1 i i i : M I : Mli:-!i: !!!■■ ;ii;::!M||| ;iii';!lM M|::|M:.;U;: iMi::,||: !|;.mi: i|: ■,;;■:.. ii: 'i,;i|: ■ : ■ i; Radio-TV families hare more radios in working order than ratlio-only families RADIO-ONLY FAMILIES RADIO-TV FAMILIES 219 SETS PER 100 FAMILIES 253 SETS PER 100 FAMILIES Imore l 3 4 SOURCE: NBC-CBS radio networks, joint study, August 1951 NUMBER - OF — RADIOS gl I OR MORE '^iiiiiiii.iiiiiiiii:iiiiii!ii;iiii:iii!!!iii:iiiiiiiiiiiiii^ Advertest, KNX, NBC-CBS research indicates growing strength of radio listening in TV home Some research sources on irhieh article is based 1. NBC-CBS Radio Network Siiicry by American lie- search I'm can ( 1 95 7 ) 2. Idvertest Research TV vs. Radio Three-Year Comparisons (1951) It. i.C. Mel sen data (1951) I. Pulse, Inc., data (1951 ) .">. h\\. Los Angeles, study (March-April 1951) <•. Imerican Research Bu- reau data (1951) 7. \BC Research Ippendix (based on tlili, Melsen, VBC data, IT* I ) 8. II II /,. Louisville, study (June 1951) over-all Even after five furious years of television, the ra- dio-vs-TV arguments are still "Topic \ in advertising circles. Although the L952 advertising year is just around the bend, you'll still find shades of ad- vertiser opinion that ranges today from ""Radio is dead" to "Radio was never better." Advertisers behave as the\ think, too. Many a sponsor has yanked his ad dollars out of radio to go into big- time IV. Other advertisers have wea- ried ol TVs high costs and headaches and have gone back into radio. Still others are trying to work out a bal- anced radio-TV campaign for 19S2 thai i- realistic in terms of radio listen- ing in general, and in TV homes par- ticularly. \\ hat are the real fads'.'' Just where does radio -land in TV homes? What's the outlook for 1952? Ware thai these are questions dis- cussed heatedly in air-conditioned con- ference rooms and over thousands of lunches from Toots Shor's to Ciro's, SPONSOR has spent several exhausting weeks combing the latest available re- search and thinking on the subject. Here, for radio and video sponsors of all types, as well as those who use both air media, is what sponsor found: To begin with, researchers point out that radio's circulation is like a huge pyramid, with the top of it reaching well into the rarified air of TV. At the base is the TV-free two-thirds of the nation's homes, the bulk of them satu- rated with radio. Further up. it's the extensive out-of-home listening done in cars, boats, hotels, restaurants and with portable radios, which represents an additional 25.000.000 radios both in and out of TV areas. At the top of the pyramid is radio in TV areas today, and even here the radio-only homes are as numerous as the television homes. Put another way, the 15,500.000 TV- radio homes (NBC estimate for Janu- ary 1952) still represent only 56% of all radio homes in TV areas (about 27.000,000 for January 1952— another M'.C estimate). IG SPONSOR omes illllllllllllllllllllllllllllllllllllU omes have tnore seeondttry AM sets PER CENT OF FAMILIES HAVING SETS IN THE PLACES INDICATED ■ RADIO-TV FAMILIES §H RADIO-ONLY FAMILIES JVIN6 ROOM RADJO BEDROOM RADIO KITCHEN RADIO AUTO RADIO PORTABLE RADIO OTHER RADIO URCE: NBC-CBS radio networks, joint study, August 1951 iiiiiiniiiiiiiiiiiiiiiiiiiiin Most listening in TV hontes occurs in hitehen EVENING, 6PMH2 MIDNIGHT RADIO-ONLY FAMILIES RADIO-TV FAMILIES LIVING ROOM KITCHEN BED ROOM DINING ROOM 1.6 1 AUTO ALL OTHER SOURCE: NBC-CBS radio networks, joint study, August 1951 llllllllllllllllllllllllllliilllllllllllllllllllllllllllllli 29.0% 37.4 .Illll!lll!!llllll!!li Ii!:il!!llllilillllllllllil!llllllllllllllillll!ll!!lllli No one denies radios strength in TV-free areas, out-oj-home listening and in radio-only homes in TV areas. It's the combination radio-TV homes that have caused so much pro and con argument. So, let's look at the figures: (NOTE: Advertisers will do well to remember one basic fact, often over- looked in discussions of radio vs. TV, when examining the following figures: There is practically no such thing as a TV-only home. TV homes are radio homes, and represent part of the radio audience. Also, TV homes — see the joint NBC-CBS study later in this re- port— have even more radios around than radio-only homes.) 1. Looking at the radio-TV situa- tion nationally, and throwing in the daytime strength of radio ( where it still has a commanding lead ) . radios position becomes very clear. Between 9:00 a.m. and midnight, nationally, an average of 77% of the total broadcast audience I and this does not include the vast out-of-home listening) has lately been tuning in to radio. (SOURCE: A. C. Nielsen Company studies through- out 195L.) 2. During the daylight hours in ra- 31 DECEMBER 1951 dio-TV homes, for an average quarter- hour between 10:00 a.m. and 6:00 p.m., some 21.1% of these TV homes are tuned in to radio. That's about one in five of these combination homes, to which must be added the TV-free radio listening and radio-only listening na- tionally. (SOURCE: A. C. Nielsen Company.) 3. During TV's peak viewing hours of 7:00 p.m. to 11:30 p.m. radio lis- tening does drop off. However, despite the improvements in TV programing and the greater selection offered view- ers, radio listening is steadily inching back against TV's toughest competition (see Advertest study, later in this re- port). Today, during these peak TV hours, about 10.2% of all TV homes are listening to radio. In other words, during TV's best period, one in 10 TV homes still has one or more radio sets in use! (SOURCE: A. C. Nielsen Com- pany.) 4. Does TV walk off with the other nine radio-TV homes during the peak of TV viewing? Definitely not. lake the case of the worlds first TV market. New York City and surrounding areas, as an example. There, between 12 noon and midnight in radio-TV homes dur- ing the average quarter-hour, about 12.4>% of the radio sets are in use, which compares closely with the Niel- sen figure, although raised because of the longer (and earlier) period of time covered. For the same period, howev- er, only some 27.4% of the TV sets were in use in radio-TV homes. Mea- sure one figure against the other, and the answer is startlingly clear. At a time when TV is at its best in New York (noon to midnight), radio still walks off with about one-third of the total broadcast audience! (SOURCE: Pulse for N. Y.'s 21 counties. October 1951.) 5. Figures like these are borne out in other strongly-TV areas, where TV has had an opportunity to lose com- pletely any "novelty" value it may have had. Take, for instance. Los Angeles. the country's No. 2 video area. Of about 1,456,000 families as of May 1951. over 99% have radios. In fact, there are so many radios in L.A. that there are more car radios I 1.309.137) than TV sets, and auto listening is not calculated in the following figure. Ra- dio listening in L.A. video-equipped 27 They headed up joint \BC-CBS study Harper Carmine, Director of Radio Research. CBS. Joint survey was made in cooperation with the ARB Hugh Iteville. Director of Re- search, \/H. For charts from the study see the preceding pages of this article medium delivered an audience that was 31.4% larger. The figures: with av- erage ratings of 9.9, reaching an av- erage of 4.138.000 radio and radio-TV homes with 2.3 listeners per set, the average sponsor reached 9,517.000 people in Decern her 1950. Since then, there has been a 10% radio drop to October 1951, hut the average half- hour sponsored evening radio show still reached some 8,565,000 people — 31.4% more than average TV Show. 7. Radio, therefore, is still deliver- ing considerably more people, even in home measurements. There are many, many more out-of-home radios than out-of-home TV sets, and this radio audience must never be overlooked. However, even in home measurement, network radio is a better cost-per-M buy. Televisions cost-per-thousand. assuming a 35-station TV network av- erage, for the average half-hour eve- ning show ran around $3.34-per-M. Network radio's Cost-per-M for the same period, figured similarly, is about $2.27. In other words, you reach fewer people at greater expense in TV. You reach more people for less in radio. (SOURCE: NBC Research Appendix. based on ARB. Nielsen, NBC facts.) 8. Overlooked by some advertisers, too. is the fact that radio-listening in TV areas has nevertheless increased greatly during special time periods — during meal time and in the late hours. Take, for example. Greater Boston, which has 787.000 TV sets as of Octo- ber 1951. Comparing 1947 and 1951 listening habits during the hour of 6:00 to 7:00 p.m., Pulse has found there are actually 33.2% more radio sets in use, Monday through Friday. Similarly, for the hour of 10:00 p.m. to 11:00 p.m., there are 26.7% more radio sets in use every weekday; and from 11:00 p.m. to i2:00 midnight, there are 125% more radio sets in use. In analyzing Pulse's survey, Craig Lawrence, of WCOP, Boston, points out the advertiser gets two additional radio bonanzas in Boston : "First, there are 122,440 more radio homes today; and, secondly, in most hours the per- centage of tune-in has increased.' (SOURCE: Pulse Inc., study, using Boston data for September-October, 1947, and the same months in 1951.) 9. Still another point glossed over by some advertisers is the hard eco- nomic fact that TV set sales have been in a definite slump this past year, and that not as many consumers intend buying them in the immediate future as "blue-sky" dealers have hopefully predicted. Consider a study made in June this year by Raymond A. Kem- per Associates for WAVE, Louisville. Kemper conducted personal inter- views in random sample of 3.500 ur- ban, town, and farm families within the 60-miles-of-Louisville area. Radio reached 98% of these homes; news- papers 95%; TV, 37%). Or, another way of stating it : each week, adults in I Please tarn to page 65) homes is slightly more than two-thirds as much (68.6%o) as the listening done in all homes, during the peak viewing hours of 6:00 p.m. to mid- night. One station, KNX, gets over 70% as much listening in TV homes as it does in all (i.e.. radio or radio- TV) homes. (SOURCE: KNX study, March- April 1951.) 6. Nnu. what about costs and deliv- ered audience? Let's look at the audi- cn< e figures first. According to Amer- ican Research Bureau program ratings expressed in projectible terms, the av- erage half-hour evening (7:00to 11:00 p.m. i program in network TV was pulling down a rating of ir>..r) back in 1 »< tobei oi this year. \i the rate of 2.9 listeners pei sel measured againsl the average number of families reached then (2,248,000) this gives a deliv- 1 red 'I \ audieni e average of 6,519,- 000 viewers. In similar terms for ra- dio, using Nielsen rating-, the older jpllllllllllllllllllllllllllllllIP Advertest studv of TV homes iln TV owners estimate the future of radio in their homes May 1949 Nov. 1950 Nov. 1951 Will continue to listen to radio Expect TV to supplant radio 47.77 61.3°/ 52.3% 38.7% 76.87 23.2%! Analysis: As in a previous 1950 study by Advertest Research, television owners are becoming more aware that there is a need in their homes for both TV and radio. In 1949, one of every two respondents expected TV to sup- plant radio; in 1950 one out of every three expected TV to supplant radio; but in 1951, only one out of every four still felt that TV would replace radio. What eight national advertisers told SPONSOR about radio listening in television homes over-all What do advertisers think of radio listening in TV homes? That's the question sponsor sought to answer in a late-December survey embracing firms ranging in size of ad- vertising expenditure from $200,000 to many millions annually. Products ad- vertised by these firms include a wide range of categories from wine to steel. SPONSOR conducted this survey as a supplement to the research facts and figures on radio listening which are presented in the article immediately proceeding this one (starts page 26). There was a recurring tendency to pit radio vs. TV in media decision, al- though the same tendency is far less prevalent in newspaper and magazine consideration. What each advertiser said varied with his sales problems. There were also sharp differences of opinion on how much TV had affected radio listening. Some ad men agreed with the ANA's assertion that radio listening in TV homes during the eve- ning can be chalked up as zero; many disagreed. Asked for comment on the radio re- search reported on (page 26), Lowell McElroy, ANA vice president in charge of media and research, had some ob- servations apparently aimed squarely at radio's top planners. "We are interested in this evidence that the radio industry is making a decided effort to appraise the me- dium more thoroughly both for itself and its buyers. We feel, however, that many projects of this kind can be made more acceptable and therefore more useful to buyers and sellers alike, when conducted under the auspices of the Advertising Research Foundation. The Foundation is the only instrumen- tality presently available through which advertisers and agencies can be given implicit assurance of the objec- tivity and sound technical standards of media research projects. "Another advantage of the Founda- tion's sponsorship is from the stand- point of the costs involved. When a study has ARF sponsorship, media salesmen do not need to convince cli- ents of its validity and can use all their time for constructive selling." Interestingly, few of the ad men in- terviewed felt that they could rely com- pletely upon research for guidance in balancing their ratio and television ex- penditures. "This is a seat-of-the-pants situation," was the sentiment of many. In the statements from ad men which follow, names of the firm and its spokesman have been withheld only where necessary to comply with com- pany policy. ft ft ft The Toni Company, Don Nathanson, director advertising and public rela- tions. (Advertising budget: $12,000,- 000; approximately 50% to radio and TV; agencies: Foote, Cone & Belding; Tatham-Laird, Chicago.) "We find that daytime radio is do- ing very well, showing about the same impact that it had two years ago. We have no nighttime radio and so have no basis for comparing radio's impact in TV homes at night with what it was in past years. But the indications are that radio in the daytime continues strong and I've heard that business at some stations is so good that clients are accepting second-choice time slots in order to get a chance at time they prefer." U. S. Steel spokesman. (Advertising budget: estimated $1,250,000 for net- work radio annually; agency: BBDO.) "We are seeking to reach people throughout the country and therefore regard radio's mass coverage as all- important. Moreover, we find our rat- ings on Theatre Guild (NBC) going up this year. Our average is running ahead of last year's and this puts the (Please turn to page 73) ■iiihiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiii'iiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiniiiiiiiifiiiiiiiiiiiiiiiiH minium in i iiiiiiiiiiiimifiiimiiiimiiiiiimiiiimiiiiiimiiiiiimiiii minium iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiniii on opinion of radio's future, radio listening habits Ho programs preferred in TV homes am type (Popular) 'y *y i iy (Classical) ■hers less than May, 1949 28.5% 32.8% 10.9% 7.1% 3.9% 6.9% 10.1% 9.5% 3.7% 3.9% 2.0% Nov., 1950 60.4% 41.4% 17.2% 7.2% 8.2% 6.4% 9.8% 4.5% 5.3% 2.7% Nov., 1951 65.7% 57.3% 73.9% 73.3% 70.6% 7.7% 6.9% 5.5% 3.3% 2.2% 'SIS! Radio news continues to lead as the most listened to 1 radio program in these television homes. As in 1950 a ■ shown over the previous year. The biggest single gain trded by popular music, which increase from 41.4% in o 57.3% in 1951. Mystery, too, shows a gain in 1951. Changes in radio listening caused hg TV in home (Time in hours) Age Croup Radio Before Purchase of TV Set Radio After Purchase of TV Set May, 1949 Nov., 1950 Nov., 1951 Under 14 2.9 .8 .6 .3 75-29 3.4 7.7 .8 7.6 30-44 2.7 7.0 7.2 .8 45-59 2.4 7.0 7.0 7.2 Over 60 3.8 7.7 7.2 7.4 AVERAGE 3.7 7.0 .9 .9 Under 14 2.4 .7 .5 .6 75-29 3.2 7.4 7.9 2.5 30-44 4.3 7.7 2.3 2.3 45-59 4.5 7.8 7.5 7.6 Over 60 3.9 2.6 7.7 7.7 AVERAGE 3.8 7.5 7.5 7.7 male female How radio helped Seabrm In four years, firm ha* $one from zero to 42 million poui W&s^M&zM Hon- Sc(i/»io(»(. salvs have grown after iittruthtvtUni Of OK* II 1)1(111(1 So/pi IMFKl rfott " f<" ••(/- M MtKOOK C Vims SALES STATISTICS Yea/ ended 28 February >ai*-i iiwni tzo ton (<" m* h firr fr; • >t food m./uWry fc > # -/f S'rvi'ir .•../. ^ Introduced own brand ^ 1942 1943 mm i 1945 loir, 10 17 1948 1949 11)50 I9S1 i 952 Gross Sales K 0.280.583 8,229,784 11,144,812 13,848,339 18,282,129 1 1,778,113 13.307.818 I 1.305.00 I 10.100.700 17.180.974 Retail Sales Retail Sai % of Total i none none none none none none $ 3,000,000 8.000.000 9,000.000 11,800,000 none none none ; none none none 24%; 38% 52% «8% IOO«\. ill its own brand ii foods sold under its own label. Radio, with of budget, gets major share of credit Copy theme: Radio/TV copy stresses Seabrook's sci- enlific know-how, pushes different product monthly spot Four years ago, the Sea- brook Farms brand of frozen foods was unknown to the nation's housewives. Today it ranks among the "Big Three" on the East Coast, along with Birds Eye and Snow Crop. From a standing start in 1948, Seabrook's retail sales have zoomed to an expected $11,000,000 in 1951. Just how has this marketing miracle been accomplished? The answer, in large measure, can be told in one word - — radio. From the moment Seabrook Farms decided to convert from a supplier of frozen foods for other firms to a com- pany with its own brand, radio has had a major share of the advertising bud- get (some 50%). It has helped to force distribution — a knotty problem in the frozen-foods business because of the shortage of space in the freezer cabinets of America's grocers. In the past year, TV has entered the picture and is quickly proving its power in building distribution and sales. "Both media are doing an excellent job," says William M. Kline, Seabrook Director of Marketing. "In fact, next March when our fiscal year begins, we plan to extend our radio and TV ad- vertising all along the Eastern sea- board. We want to intensify brand re- membrance in the markets in our sales area — and we know how effective a job the air media can do in that re- spect." Back in 1948 when Seabrook launched its brand, the southern New Jersey firm was already a major fro- zen-foods supplier. Its 50,000-acre "factory in the fields" turned out as much as 70 million pounds of frozen foods annually — all grown and pack- aged at one place in an operation pub- licized widely for its modern efficien- cy. Why then did Seabrook. a family- concern which had remained profitable for two generations as a supplier, sud- denly decide to enter the hot and heavy field of retail competition? The answer wraps up a lot of the recent history of American business. For Seabrook. like many another "manufacturer" before it, simply de- cided that in order to insure having a profitable outlet for its product, it had to build its own channels of distribu- tion. Seabrook was following in the footsteps of industrial firms, large and small, which have discovered that there are important advantages in having your own brand. This basic business truth had been dawning on C. F. Seabrook, founder and president of the company for many years. But it was not until the postwar year of 1947 that market conditions spurred him to action. As C. F. Sea- brook recalls. "1947 was a bad year for the entire frozen foods business. Sales took a nosedive because some packers put out inferior products. Everybody had to suffer the conse- sequences. We decided right then that the only way we could control and sta- bilize our business was to bring out our own brand." To take on the additional sales oper- ation, the Seabrook father-and-three- sons management group had few re- conversion problems within the plant itself. They were already set up to do packaging — for others. The big job was to devise an aggressive marketing and advertising plan. Seabrook chose the Peter Hilton Agency (now Hilton & Riggio) because they felt it was not too big to value their account and large enough to have considerable marketing knowhow. Moreover, the agency had within it key men with all-important frozen-foods sales experience. Peter Hilton had been a vice president at the Maxon agency working on the Snow Crop ac- count, and Bill Kline had been market analyst for General Foods. Kline be- came Seabrook account executive where his finger-tip knowledge of the frozen food field proved invaluable un- til in 1949 the Seabrook family brought him into the company to head up mar- keting and advertising. Today Louis J. Riggio, who joined Hilton as a part- ner in 1950, heads the Seabrook ac- count. The budget Bill Kline had to work with as account executive and subse- quently as advertising chief, was small. The Seabrooks gave him but $250,000 the first year and each year since (though the budget is due to go up to $300,000 next year) . The Seabrooks believe that their powerful sales story. linked to the drama of a "factory in the fields" which freezes its own prod- uce, achieves better results than would otherwise be possible with so limited a budget. Bill Kline's problem was to bring this strong product story before as many housewives as he could within the limits of his appropriation. He chose newspapers for daily reminder purposes, particularly in big cities. But the real job of building the Seabrook name went to radio. Says Bill Kline: "We consider radio our primary me- dium. It enables us to reach a lot of people in areas not covered intensively by newspapers. From North Carolina to Florida we use radio exclusively. In areas where we have newspaper cover- age, we find radio and TV intensify brand remembrance." Seabrook's prime problems back in 1948 were that "nobody knew us and we didn't have 'big money'," says Kline. Every advertising dollar had to pay off double — (1) to get the house- wife acquainted with the Seabrook brand and ask for it at her grocer's; (2) to make grocers aware of Seabrook and carry the line. This was Kline's radio strategy. I Please turn to page 60) 31 DECEMBER 1951 31 It happens inTf Every day is a now adven- ture in client-agency relations as TV commer- cials enter the picture &&4rt tX&tr 'Three thousand five hundred dollars for a chainbreak! Can't it run a little slowe Many a maddening crisis rears its thorny head as the ad- vertising agency creative staff tries to demonstrate to the spon- sor the virtues of a potential TV commercial. While the agency man waxes lyrical, the cost-con- scious advertiser glumly consid- ers the hard-cash aspects of the situation. These tour wry, be- hind-thc-.-rriK'- vignettes were drawn In Hcrhcrl Guntcr. 29. who w rites, supei \ ises T\ i om- iikti i.il- ;it Ted Bates agency. Storyboard Conference: "That's the chainbreak only, wait till you see the minui 'How often do I have to tell you I want sponsor identification?' &c4sv^(j2>t_ . And here is the way it'll look on your screen!' Does controversy make sales? Yes; gabbers drawing "Dear Sir. 1 on cor!" loiters evoke high interest / -AND, AS THAT LAST SHOT STILL ( RINGS IN OUR EARS, WE CONCLUDE > THIS DISCUSSION ON "WORLD PEACE" ( IT'S BEEN "TOWN MEETING TONIGHT" I in DOGPATCH.^ REPRINTED BY SPECIAL PERMISSION OF AL CAPP Hotly opinionated air debate arouses keen audience response over-all Suppose MBS' Fulton Levi - is, Jr., takes a sharp slap at the Administration's foreign policy. Suppose \l!i 's Martin Vgronsky suggests t<> his air audience- lud- ing all of the deep South — that cotton he removed from the list <>l price-sup- ported commodities. \nd suppose Elmer Davis, also \l;i . takes a firm -land favoring Pres- ident Truman and blasting General Mac Arthur. \ll of these controversial opinions are hound t<> -tir the rage of count- less thousands <>f listeners. But what happens t<> the sponsor? Can the commercials on the pro- grams of these commentators sell ds? < »r does the sponsor invaria- bly lose out, because a large, irate portion of the audience identifies him with the views expressed on the show and vents its indignation h\ boycot- ting his product? For the answers, you have to take an objective look at the past sales ords piled up by commentators who draw the "Dear sir. You cur!" type of letters. ( There are. of course, other contro- versial air figures besides those men- tioned here. A random handful would include Vi alter Winchell, Jimmy Fid- dler, Henrj .1. Taylor, Louella Parsons. Hedda Hopper, the \. F. of L.'s Frank Edwards, .]. Raymond Walsh. 1 \ sponsor surve) of commentators whip make it their business to stir tem- pest- in the opinion teapot reveals that eontrovers\ < an sell for even conceiv- able type of advertiser. The study also indicates, though, that the advertiser should exercise sensible caution when selecting his opinion program. For. once the sponsor begins treading into controversy, he also enters the sensi- tive, thorn-ridden realm of business public relations. In a nut shell, spon- sor learned, an advertiser should be ' oncerned with these key points when he considers Inning controversj : • He should be prepared to receive a certain amount of dissenting mail — and accept it gracefully, rather than dropping the commentator in disgust. Debate, after all. is the spice of con- troversy, and controversy is what builds the audience interest of the commentator. A good example of a perceptive Hon- i/« 11 <•«« best exploit l>f T\ controversy shows tit sell your products A Since a controversial commentator on the order of Drew Pearson. Walter Winchell, Barry Cray, is usually m the public eye, use merchandising tie-ins to bring the figure and your product together locally. Employ 24- sheets, display advertising, direct mail pieces to hypo public, sales staff interest. ■Q Capitalize on a current aired controversy by publi- cizing debate in newspapers, magazines, items in the columns. Sponsor benefits by publicity mention of the name of his show. A When your commentator makes public appearances, lecture tours, time his traveling to coincide with an in- tensive local campaign. Have the commentator address your sales staff in whatever community he happens to be visiting on itinerary. Q Many of the national commentators on the order of Pauline Frederick will consent to cut transcribed open- ing identifications for their local co-op sponsors. This device provides listeners with intimate feeling of rapport with celebrity. to* e *** ' 11 sponsor is the Empire Tire Company, of Billings, Montana, which sponsors Fulton Lewis on KBMY, Billings; KPOW, Powell, Wyo.; and KSPR, Casper, Wyo. Not long ago, it printed an ad in the Billings Gazette, which reproduced this acerbic letter: "Sir: Fulton Lewis, besides being a complete reactionary, is a distorter, a falsifier, and a smearer ... a contemp- tible individual. I think anyone, not completely gullible, who'd sponsor him is as un-American as he. I prefer to patronize firms that believe in fair play. Yours obviously doesn't — couldn't." Said Empire Tire's ad in rebuttal: "A fearless and able commentator ■ — who calls his shots when he sees them — is bound to stir up controversy and strong feelings. . . . It's an old American custom and freedom to speak out against what we don't like. The writer of the above letter has just as much freedom to feel and write as he does as Fulton Lewis, Jr. We feel, too, that the more views that are pre- sented on any issue, the better the chance the people will have of reach- ing the right conclusions. . . . Do you agree or disagree? We would like to hear from you!" In a later ad, Empire Tire pointed out it had received 251 letters and 779 phone calls, of which only 5% dis- approved of the sponsorship. "The Empire Tire Company will continue to sponsor Fulton Lewis, Jr.," the ad con- cluded. "We hope you will enjoy our program." •. The sponsor should keep in mind that for every critical letter his com- mentator receives, the chances are he'll receive an equal number of commen- datory ones. Implicit in this attitude is the viewpoint common in journalis- tic circles, "I don't care what you say (Please turn to page 70) Controversy shows sell for all types of sponsors ABC's Martin Agronsky (top), MBS' Fulton Lewis, Jr. (center), ABC's Drew Pearson, and Paul- ine Frederick (bottom), sell va- riety of goods ranging from autos, department store gar- ments, refrigeration units, serv- ice stations, to bank services, for hundreds of pleased sponsors « <&*£&£ RADIO: THIS OCTOBER, SINGER MADE RADIO DEBUT WITH DISK JOCKEYS (WMGMI Singer's first 100 years were air-le sow! SINGER brings you. KATE SMITH NBC TV TUE 4:45 to 5.00 PM For songs, smiles, sewing neu?s- lunc in ewry icrok After 100 years of adver- tising in such media as Hindu loin cloths, colored picture cards, paper fans, tape measures, song books, slick magazines, and newspa- pers, the Singer Sewing Machine Com- part) has finally taken a first fling into radio and TV. By ordinary sponsors' standards, a centur) may seem a long time to wait before venturing into new media. But Singer, after all, is an old, conservative firm, and it treads with stately caution. \\ hat's more, like many other manu- facturers that sell expensive hard goods, Singer has tended to regard the air medium with snilling suspicion. "IJadin ami I \ max be all I i"ht for TELEVISION $400,000 participation in "Kate Smith Hour" was heralded via mer- chandising to Singer Centers the soaps and cigarettes," this dowager queen of the sewing machines has ap- parently believed. "But how can you expect it to sell sewing machines worth $89.50 and $117.50?" Many other hard-goods dealers feel the same way, although radio and TV have sold over and over again count- less thousands of dollars worth of hard goods. Suddenly this September, Singer, the world's most widely distributed prod- uct, had a change of heart about air advertising. Its advertising director, Harold H. Horton (via Young & Ru- hicam. New York), started sponsor- ship of a once-a-xveek. 15-minute seg- ment of the Kate .^/iiitli Hour, telecast y IN CLEVELAND, DETROIT; PLANS CHICAGO !i. the TV-radio test is ith $500,000 budget ging happy dealer response over 61 stations of NBC-TV. A month later, it followed through with participations in four disk jockey shows on WMGM, New York City. It's one-minute messages v/ere heard on the daytime platter-spinner shows, Ted Husing's Bandstand, The Ted Brown Show, Ken Roberts' Tops in Pops, and The Hal Tunis Show. Branching out further, this Decem- ber it started sponsoring participations on daytime radio shows in Cleveland and Detroit. On WERE, Cleveland, it uses The Bill Randle Show and various d.j.'s. On WJBK. Detroit, it uses Jack the Bellboy and the Gentile and Binge Show. At sponsor's presstime, Singer was also talking over plans for mov- ing into Chicago spot radio. Advertising Director Harold Horton and his Advertising Manager G. L. Newcomb, Jr.. have reason to be pleased with their air baptism. Despite ihe brevity of the company's debut on the air. sponsor surveyed the Singer Sewing Machine Centers in Manhattan and came up with these typical re- sponses: Jeannette Arnold, of the Singer Sales and Service Center, 163 W. 72nd St. : "We have at least two to three customers a day coming in to inquire about Singer machines because of the commercials. Radio seems to have drawn more inquiries than TV. We've sold at least 15 sewing machines to people who've mentioned first hearing about them on radio." G. S. Thompson, district sales man- ager, Singer Center, 151 E. 14th St.: "The response to both radio and TV commercials has been excellent. Peo- ple come in mentioning the demonstra- tion they saw on the Kate Smith show. Or else they ask about 'those $89.50 and $117.50 Singers we heard about on WMGM.' We haven't sold a ma- chine to all who've asked about them, but I do know it has resulted in several sales." Louise Fleet, saleslady, Singer Cen- ter, 226 E. 86th St.: "I've been amazed at the number of customers who men- tion our radio and TV commercials. Both media seem equally effective. They've asked about the notions and Singer fashion aids they've heard on the air. or else ask to see Singer ma- chines as prospective Christmas gifts. It has resulted in many sales, but I can't tell you exactly how many. My own opinion is that radio and TV have added extra glamour to our products." Proof of radio and TV's selling im- pact has long been discovered by oth- er sewing machine distributors. Here are but three typical selling results: State Sewing Center of Alabama re- cently ventured a three-announcement- per-day campaign on WOOF, Dothan, Ala. In three weeks, the sponsor had so many leads, it switched to a 15- minute segment of Hillbilly Hit Pa- rade. In less than 60 days, spending $156, State reaped a $5,330 sales gross I Please turn to page 68) Founder Isauv Singer's hard- sell strategy lives on in firm's present catnpaigns Isaac Singer, founder of Singer Sewing Machine Company in 1850, was son of poor German immigrant parents. An ex- actor in a Shakespearean troupe, he used to demonstrate early sewing ma- chines personally at county fairs. He believed advertising should demonstrate factual virtues of product; not merely repeat name. This philosophy has been sustained by Harold H. Horton, who joined Singer advertising department 26 years ago, is now advertising director. Born in New York City, Horton gradu- ated from Fordham University, was once with International Silver. He has home in Westchester County, New York, is fond of bowling as a pastime sport. Harold II Horton, adver- tising director, continues high standards Global Singer distribution extends from Bel- gian Congo to Arctic Circle. Firm even ad- vertised via trademarked loin cloths in Bombay Vl -*si VRS°r fOO«^&".^s*«so«. yoUt pop-'"" iViei Hi „o\'.»'es- Save Money! Make Mone WITH A ■ M^ 4Ni iJh THE ALL-PURPOSEl SALES SERVICE i^> *^ $K I / ft ^O r _.j many. m LOAN <-« Ap| *°^E?AR DE USED CAR ;-,i-,.d r.««'*« ,0' Tel> 'en. Si.--.*""**"*1* uc ... a°emy 4W_. . . r,t>ufe (n ... . Te„ .- ond SeU ■- ^ WORtO Q|| SIGNATURES A» :-c;r;r;c^fa-- - -> 4£ °**m* beautif ; • »«- Hit-*-*. * ' sP°nSOrsh. '""'"re fhe <-'"-,sf W " "—«*. All/'' < HIT TUNES DISC JOCKEYS WOMEN'S SERV.« HOUYV/OOO NEWS VARIETY TIME HOMEMAKING fl€£» riffCf |A/<^ because World fulfills the entire range of your requirements and gives you its "know how" for top quality programming and diversified advertising ideas that boom sales for you and your spon- sors too. Don't dribble away dollars to a dozen suppliers! 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SPORTS FARM FEATURE LOCAL NEWS BASKETBALL KIDDIES' SHOWS WORLD NEWS BIRTHDAYS FOOTBALL . 0nd many -ore unique ^rTiTstars V/OR1" D)CK HAYMES T MONTGOMERY lANNY ROSS ROBEn RO?E ^Y BLOCH T DAVID ROSE GOTHAM MALE " ^ BEN ««T MONICA LEWIS and sponsor »■•// ', <">i ooo* >0// '*», ""** TV** *< o::Oj> ' ro A- "'On,. ^^^^ °°°<>o„ SPECIAl CAMPA GNS ^ „C« UBtOVBHHT «MP» s^ass^rt.-.— — , and many, many more TOPP Chorus of 100,000... with JIM BOYSEN at the mighty Cash Register To over 800 independent grocers in the Minneapolis-St. Paul Market who spon- sor Jim Boysen's afternoon radio show on WTCN — there is no music so sweet as the hundred thousand pairs of feet that walked into their stores in recent months — to register in person for a prize! Jim Boysen, on his Carnival of Foods program, told them to! Before Thanksgiving Jim's pet turkey required a name. In one week 2205 people tried to win one of five turkeys offered for the best name! He also has a program, "At Home with Boysen", on week days — 6 to 7 a.m. The Boysen kids — obviously unre- hearsed— help Jim and Mrs. Tops in uncalculating selling! Several mornings currently open for sponsor- ship. More about it from our repre- sentatives? ■■ / //«'\ I. inn his belli National ft.preienlaliv. FREE AND PETERS his voice: and so ih<> friendship of a voire with many people was formed" town Sin ir I of the orthwest MINNEAPOLIS — ST. PAUL RADIO ABC 1280 . TELEVISION ABC CBS DUMONT CHANNEL 4 40 SPONSOR index second half* vol. .7 JULY THROUGH DECEMBER 1951 Issued every six months Advertising Agencies How good is your account executive? ._ 13 Aug. p. 36 Why so many sponsors are changing agencies 27 Aug. p. 23 Frank Delano, Foote, Cone & Belding, profile 8 Oct. p. 60 Elizabeth Black, Joseph Katz Co., profile 22 Oct. p. 56 Lawrence Valenstein, Grey Advertising profile- 5 Nov. p. 54 Timebuyers are agency's forgotten men 19 Nov. p. 34 James M. Cecil, Cecil & Presbrey, profile ..... 19 Nov. p. 58 A day in the life of an account executive 3 Dec. p. 27 Barry Ryan, Ruthrauff & Ryan, profile 3 Dec. p. 58 Ray Vir Den, Lennen & Mitchell, profile 17 Dec. p. 54 Milton Biow, Biow Company, profile 31 Dec. p. 56 Automotive and Lubricants Auto firms on the air, forecast 16 July p. 33 Shell Oil, Atlantic Refining air strategies 16 July p. 34 Conoco strikes oil with spot radio and TV ._ 13 Aug. p. 28 WMAY d.j. sells used cars via new approach 13 Aug. p. 55 Brian Rootes, Rootes Motors, profile 27 Aug. p. 18 WHIO-TV swap shop triples tire recap business 27 Aug. p. 32 Auto-Lite spends $1,500,000 on AM/TV mysteries 8 Oct. p. 40 H. M. Warren, National Carbon Co. (Prestone anti-freeze) , profile 22 Oct. p. 22 Rayco (auto seat covers) profits by air errors 19 Nov. p. 36 Forum: How can new car dealers best use air?.... 19 Nov. p. 50 Goodyear Tire sponsors biblical drama on TV 17 Dec. p. 24 Broadcast Advertising Problems ami Developments Radio stations assert strength of AM... 2 July p. 17 "Radio weak in selling itself": Kobak 2 July p. 26 Outlook for advertisers in network radio 16 July p. 44 Network radio circulation facts and figures 16 July p. 44 What does network radio cost? 16 July p. 50 Trend toward flexibility in net radio 16 July p. 55 Spot radio: facts and figures 16 July p. 65 FM radio: fall 1951 outlook 16 July p. 95 Transit Radio: fall 1951 outlook 16 July p. 96 Storecasting yields satisfied sponsors 16 July p. 100 Regional networks prosper 16 July p. 105 Forum: How can radio better sell itself? 16 July p. 176 New broadcast codes and censorship 16 July p. 187 California broadcasters make radio sales pitch. 30 July p. 18 New low cost of network radio 30 July p. 21 Stuart Chase's 1928 prophecy on radio 30 July p. 32 Broadcast sales group stresses flexibility 13 Aug. p. 20 Why radio will thrive in a TV era 10 Sept. p. 25 Why sponsors are returning to radio 24 Sept. p. 27 Are networks encroaching on spot radio? 24 Sept. p. 34 SCBA presents case for California radio 24 Sept. p. 40 The truth about Red Channels: I 8 Oct. p. 27 Tape recorder is revolutionizing AM programing 8 Oct. p. 32 The truth about Red Channels: II .. 22 Oct. p. 30 NBC's new radio plan 22 Oct. p. 32 Today's AM-TV clinics do real job .. 22 Oct. p. 35 How to keep Reds off the air — sanely: III 5 Nov. p. 32 How many NBC milestones can you remember?. ... 19 Nov. p. 38 Radio networks are being reborn 3 Dec. p. 38 Let your salesmen in on your advertising 17 Dec. p. 27 New network merchandising era 17 Dec. p. 32 Do cigarette claims hurt all air advertising? ... 17 Dec. p. 34 Clothing Samuel Sennet, Howard Clothes Corp., profile .... 19 Nov. p. 16 Forum: Can men's apparel be sold effectively on radio and TV? 3 Dec. p. 48 Codes and Censorship Government censorship possibility; NBC code... 16 July p. 187 Be careful on the air; radio censorship: I 10 Sept. p. 30 TV introduces new censorship anxieties: II 24 Sept. p. 36 The truth about Red Channels: I ... 8 Oct. p. 27 The truth about Red Channels: II ... 22 Oct. p. 30 New TV code proposed by NARTB 5 Nov. p. 27 How to keep Reds off the air — sanely: III 5 Nov. p. 32 Do cigarette claims hurt all air advertising? 17 Dec. p. 34 Commercials and Sales Aitls Schwerin pre-tests radio/TV commercials 2 July p. 28 Fall 1951 trends in radio/TV commercials 16 July p. 12 Singing commercials have potent sales punch 16 July p. 85 Petry device previews T\ shows, pitches .. 30 July p. 45 Transfilm briefs admen on film commercials: I 13 Aug. p. 34 Forum: Do "best-liked" commercials sell best? 13 Aug. p. 48 Transfilm gives lowdown on film commercials: II 10 Sept. p. 39 How to be a dud at writing radio commercials... 8 Oct. p. 38 The jingle that built Carolina Rice 22 Oct. p. 40 So you think you own your own jingle? 5 Nov. p. 35 How to blend film-commercial techniques 19 Nov. p. 40 Do viewers remember your TV commercial?... 3 Dec. p. 32 Station breaks pack punch in few seconds 3 Dec. p. 40 Confections and Soft Drinhs Coca-Cola, Canada Dry air strategies 16 July p. 34 Mars top user of air media among candy firms .. 16 July p. 37 H. W. Guppy, Planters Nut & Choc. Co. profile 30 July p. 16 Cliquot Club sold by TV ventriloquist, dummy.... 8 Oct. p. 56 How kid TV show sold Coca-Cola 19 Nov. p. 24 Contests and Offers Trends in contests and premium offers 16 July p. 169 How sponsors profit with premiums: I .... 13 Aug. p. 32 Sponsors cash in on kid premiums: II .. 27 Aug. p. 28 How to run a premium promotion: III 10 Sept. p. 34 Flamingo premium offer reaps record returns .... 17 Dec. p. 50 Beer sponsor profits from "Disk Jockey Contest" 31 Dec. p. 54 Drugs and Cosmetics How drug firms are using the air 16 July p. 33 Tintair, Hazel Bishop rose with use of radio/TV 16 Julv p. 36 Chap Stick wins male trade via spot radio 30 July p. 24 J. Sanford Rose, Rhodes Pharmacal, profile 13 Aug. p. 18 Vick Chemical uses Canadian radio 27 Aug. d. 53 Elmer H. Bobst, Warner-Hudnut, profile 8 Oct. p. 22 Frank Clancy, Miles California Co., profile 5 Nov. p. 20 Rybutol zooms to No. 1 vitamin spot via air 19 Nov. p. 30 Jack S. Hewitt, Anahist Co., profile 3 Dec. p. 20 Serutan climbed to top with radio/TV... 17 Dec. p. 30- Farm Radio Big response to WOW-promoted farm study tour 2 July p. 43 Oyster Shell uses spot radio to reach farmers 3 Dec. p. 30 WGY celebrates 25 years of farm airers 3 Dec. p. 52 Food and Beverages M. H. Robinson, Monarch Wine Co., profile.. 2 July p. 16 Ruppert, Pabst, Piel's lean on radio/TV _. 16 July p. 3S Mueller's, National Biscuit air strategies 16 July p. 35 Continental, Quality Bakers find radio/TV works 16 July p. 36 Carnation, Borden put radio/TV to work 16 July p. 37 Nedicks revives sales with spot radio _.. 27 Aug. p. 26 Radio/TV help Ruppert from red ink to black... 27 Aug. p. 32 Kellogg Co. uses Canadian radio 27 Aug. p. 63 Barbara Collyer, Welch Grape Juice Co., profile 10 Sept. p. 20 Quaker Oats resumes AM schedule, continues TV 24 Sept. p. 30 Carolina Rice builds radio campaign on jingle... 22 Oct. p. 40 K. J. Forbes, Bovril of America, profile 17 Dec. p. 20 Flamingo offers premium, reaps record returns . 17 Dec. p. 50 H. E. Picard, San Francisco Brewing Corp., profile 31 Dec. p. 12 Seabrook switches to own frozen food brand 31 Dec. p. 30 Foreign Ratlio U. S. advertisers hit pay dirt in Alaska 2 July p. 17 How to sell foreign language market... 16 July p. 102 Radio advertising outside U. S. 16 July p. 104 Alert advertisers slant pitch to foreign groups . 27 Aug. p. 20 Canada: the market 27 Aug. p. 38 Canada: radio facts and figures 27 Aug. p. 40 Canada: tips to radio advertisers 27 Aug. p. 48 Canada: how successful air advertisers operate 27 Aug. p. 52 Forum: What Canada air offers U. S. sponsors... 27 Aug. p. 56 31 DECEMBER 1951 41 insurance and Finance Wellington Fund gets new investors via radio— 2 July p. 12 Bank- can do better on radio/ I \ 10 Sept. p. 32 Radio ups sales 400$ for insurance firm 19 Nov. p. 54 Hail Order and Per Inquiry Mail order strong on \M. weaker on TV Id July p. 184 Per inquir) deals being discouraged 16 July p. 184 Rayex Nite Glasses win with radio mail order 8 Oct. p. 30 Merchandising Merchandising aid offered by nets, stations 16 July p. 185 Big-cit) station- swing to merchandising 13 ^ug. p. 25 ■ Dip liars" raerchandising-premium plan 5 Nov. p. 18 Rybutol uses high-pressure merchandising 19 Nov. p. 30 Network- offer new merchandising benefits 17 Dee. p. 32 Forum: If the radio networks go in for merchan- dising, what services would most benefit ad- vertisers? 31 Dec. p. 52 Miscellaneous Products and Services Harold L. Schafer, Gold Seal Co., profile 16 July p. 22 Why sporting goods negleet the air .._. 30 July p. 29 Mausoleum -i-ll- crypts via radio - 13 Aug. p. 54 Konson uses Canadian radio : 27 Aug. p. 62 Reynolds Metals makes friends on local level 10 Sept. p. 28 (.. Y i oughlan, G. N. Coughlan Co., profile— 24Sept. p. 14 Hudson Pulp & Paper buys back into spot \M 24 Sept. p. 28 Radio turned tide for Rayex Nile Glasses - 8 Oct. p. 30 nes-Wittnauer dignified programing sells.-.. 5 Nov. p. 30 Why Cannon Mills turned to radio and l\ 5 Nov. p. 36 Oyster Shell feed firm thrives on -i1"1 \M 3 Dec. p. 30 Singer Sewing Machines" happy radio/ T\ trial 31 Dec. p. 36 Programing, General Morning men prove sponsor bonanza 2July p. 19 Forum: How will net radio programing change? 2July p. 40 Programing trends in network radio 16 July p. 50 Spot radio programing trends 16 July p. 72 Network co-op programs pick up hilling- ... 16 July p. 92 More sponsors using transcribed syndicated shows 16 July p. 88 Music libraries offer low-cost programs 16July p. 94 Vfter-midnighl radio yields sales successes.... 30 July p. 26 Canadian radio programing 27 Aug. p. 49 ce fiction hot bel on radio/TV .. 10 Sept. p. 36 Who is to blame for stereotyped programing? lOSept. p. M I Follies uses radio one-shots effectively lOSept. p. 50 Ziv transcribed edj series attracts sponsors.... Id Sept. p. 51 Forum: Will "live" radio decline to be replaced by more transcribed shows? 24 Sept. p. 52 ries on \M and T\ pay oil foj Vuto-Lite 8 Oct. p. 40 II. .a I make an AM drama for T\ 22 Oct. p. 38 Political one-shot pays off for WIP sponsoi 22 Oct. p. 55 Dignified mu-ical programing sells for Longines 5 Nov. p. 30 Wh\ blame the program director'.'' 3 Dec p. .11 Does controversj spur sales? .. 31 Dec. p. 34 Radio hypnosis proves -ale-winning -tun! on KYA 31 Dec. p. 54 Progrttming, Television [rends in spot T\ programing 16 July p. 140 Network T\ coop shows gain -| boi 16 July p. 142 mi trend- in network T\ 16 July p. 152 Uternate week T\ programing I6july p. 159 l\ film programing, trends, firms 16 July p. 171 Viewei tip-ofi to bettei l\ progi 13 Vug. p. 30 Fir-! daytime T\ snap opera put on film 27 Aug. p. 20 Science fiction rockets to radio JA popularity. Ill Sept. p. 36 l\ disk iocke) packs potent sales punch lOSept. p. 50 D me T\ i ram preferences SOct. p. 37 "Suspense" on T\ and \M pays off for Auto-Lite 8 Oct. p. In 1 Mr. District Vttorney" wa idi for TV 22 Oct. p. 38 Forum: Programing musii effectivel) on TV 22 Oil. p. 46 Public Utilities Hell Telephone's regional firms use spot \M/TV 2 Jul) p. 21 IIppw electric con e air nationally: I 19 Nov. p. 32 i- utilities like spol radio/T\ : II 31 (ei . p 16 Research Schwerin pre-tests programs and commercials 2 July p. 28 New A RBI findings on newspaper vs. radio ii, |i,u p, 24 Radio Basil a charted compendium of staii-ti- cil information about radio, its audience, pro grams, costs, hilling- In July p Radio and T\ research trends, organizations L6 Jul) p. 164 Basic research techniques and weakness, chart... Radio vs. TV in Tulsa Market tests help chart sales expectancy Out-of-home listening evidence grows Forum: Should radio/TV ratings be expressed in number of homes reached? Radio listening in Midwest: spring 1951 Bigger and better BMB-type study on way CBS-NBC study measures individual listening How BAB will serve sponsors in 1952 New BAB station sales tool .. How is radio doing in TV homes? __ Retail Department stores test radio vs. newspapers Spol radio pours customers into Nedicks stores.... Furniture stores on the air _ Dow radio can sell retailers better: Joe Ward Exciting radio pitches build supermarket traffic ... Forum: Can men's apparel be sold effectively on radio and TV? 16 July P- 165 10 Sept. P- 22 24 Sept. P- 38 5 Nov. P- 36 5 Nov. P- 46 19 Nov. P- 27 3 Dec. P- 39 3 Dec. P- 39 17 Dec. P- 37 17 Dec. P- 51 31 Dec. P- 25 16 July P- 24 27 Aug. P- 26 8 Oct. P. 42 22 Oct. P- 36 19 Nov. P- 54 3 Dec. p. 48 Soaps, Cleansers, Toilet Goods \ir media get much of Rinso, Bab-0 budgets 16 July p. 33 Lever Bros, uses Canadian radio 27 Aug. p. 64 Procter & Gamble uses Canadian radio 27 Aug. p. 65 Bab-0 bounces back with new air approach 22 Oct. p. 27 Bristol-Myers remakes "Mr. D.A." for TV... 22 Oct. p. 38 Sports TV and sports: many hurdles to clear 16 July p. 181 Grocery chain courts men with sports show 10 Sept. p. 50 Forum: Will promoters curtail sports sponsorship because of TV's effect on the boxoffice? 8 Oct. p. 48 Sports sponsorship developments in Fall, 1951... 3 Dec. p. 38 Television TV Dictionary /Handbook, D-L 2 July p. 31 Spot TV: rates, costs, availabilities, who uses ... 16 July p. 137 Network TV: circulation, costs, availabilities, pro- gram trends, leading clients, agencies... 16 July p. 149 Kinescope recording trends 16 July p. 158 Theatre and subscriber TV, forecast 16 July p. 181 Flow to cut TV program, commercial costs ..... 16 July p. 182 TV union problems 16 July p. 185 TV Dictionary /Handbook, L-R _ 16 July p. 190 Network vs. spot TV for filmed shows 30 July p. 30 TV Dictionary/Handbook. R-Z .. 30 July p. 34 Forum: How can low-budget advertiser use TV? 30 July p. 38 More rural families own TV sets 13 Aug. p. 20 What TV viewers gripe about 13 Aug. p. 30 What TV has learned about economy 24 Sept. p. 32 Don't lose out on daytime TV _._ 8 Oct. p. 34 Dpi viewers remember your TV commercial?.. 3 Dec. p. 32 Forum: How soon will morning TV become im- portant to national and regional sponsors?. 17 Dec. p. 46 T\ commercials: Four cartoons ~ 31 Dec. p. 32 Timebuying Early morning hours good bet for sponsors .... 2 July p. 19 What does network radio cost? _. 16 July p. 50 Spoi radio lime rates 16 July p. 68 Trends in spot timebuying 16 July p. 82 Tips on fall 1951 timebuying 16 July 1.198 Network radio becomes good buy ... 30 July p. 22 \ lip r-midnight radio: low-priced effecti\e 30 July p. 26 What's your T\ choice: net or -pot? 30 July p. 30 l\ for the low-budget advertisei 30 July p. 38 Don't lose out on daytime TV . SOct. p. 34 "Flowchart" simplifies air buying 5 Nov. p. 40 Timebuyers: underpaid, underplayed, overworked 19 Nov. p. 34 \f \ppii overlooking station breaks? 3 Dec. p. 40 Weed cost breakdown eases spot TV buying 17 Dec. p. 38 Forum: How soon will morning TV become im- portanl to sponsors? Tobacco How cigarette firms u-p' the air 16 July I •" cigarette claims hurl all air advertising? 17Dec. Transcriptions Transcribed programs, use of, costs, popularity. 16 July What librar) services offei . . 16July Zh corned) series attracts many, sponsors ... 10 Sept. Forum: Will transcribed shows replace live? 24 Sept. fape recordei is revolutionizing \M programing 8 Oct. 17 Dec. p. 46 p. 32 p. 34 p. 88 p. 89 p. 51 p. 52 p. 32 42 SPONSOR Now Your Advertising Dollar Buys More for The Market Is Greater The Listening Audience Is Larger ^ WREC j"_r _L* is a more ettective Advertising Medium than ever before — at less cost. Not only has the rich 76 county Mem- phis market more people than ever before — but according to the 1950 Census those people earn more and spend more than ever before. Affiliated with CBS. 600 Kc. 5,000 WATTS Represented by the KATZ AGENCY 31 DECEMBER 1951 43 Hundreds of the country's finest stations announce with pride 'THIS S J A TION IS A NlEm\ /SNY carries 88 sponsored AP newscasts each k, 52 of them on 52 week contracts. Says NY President Leighton: "We used to be a ,ic, news and sports station. When everybody [into that act, we got a new one. Concentrated Associated Press news with music. Result a 64% increase in share of audience and an > increase in listening homes in the past V-h s ... all in the face of strong competition." iys Jerry Bess, of Frank Sawdon, Inc., agency Robert Hall Clothes, largest AP sponsor on Y with 24 news programs weekly: "We have 3ased our budget every year for the past nine s. Now use twice as many AP newscasts on Y as ever before. This fact speaks for itself!" H AP NEWS Dm Station Manager Palmer of KPDN: "All newscasts are sold. In fact, we even have a ng list for the 15 minute programs. AP gives :omplete, conclusive coverage at incredible d. AP service Days us plenty of dividends." ys Fred Thompson, owner of Thompson Hard- , biggest sponsor of AP news on KPDN: "I had the KPDN AP news program at 12:15 for over 5 years. That proves I'm sold on the job it does !" 7 tHE ASSOCIATED PRESS." Associated Press . . . constant- ly on the job with • a news report of 1,000,000 words every 24 hours. • leased news wires of 350,000 miles in the U.S. alone. • exclusive state-by-state news circuits. • 100 news bureaus in the U.S. • offices throughout the world. • staff of 7,200 augmented by member stations and news- papers . . . more than 100,000 men and women contributing daily. When the tallies are taken, AP news PROVES its magnetic PULL! Figures like 82% more listeners . . . 100% sell-out . . . mean stable, substantial results. AP's swift, factual, accurate news cov- erage delivers bigger audiences . . . eager to tune to today's vital news . . . receptive to sponsor's message. For full details on how you can profit with AP news . . . WRITE R A D; I 0 D I V I S I 0 THE ASSOCIATED PRESS 50 Rockefeller Plaza, New York 20, N.Y. Hi item iei 0 .(bill Ikj) oo o h,i HOK FOItFll AX From an advertising agen<\ point-of- view, it's only common sense that the various media available to a client are not permitted to become competitive except in. lets sa\. the same healthy waj in which Army, Navy, and Marine Corps compete. In other words, it's O.K. if I as a member of the agen<-\ I \ -liailin learn spend one lunch a week with m\ (former) pals of The Print Team, gently riding them about their impending obsolescence. But, if ever this contest were carried beyond the martini stage and found its way into agency-planning on any respectable echelon, it would militate against good advertising strategy and thus against the agency itself. That's why no agency can afford to permit its TV-ers to knife its Outdoor Men nor its Radio Staff to undermine its Magazine Fellers — even if there is a burning desire to do so on the part of any of its personnel. On the other hand, it's essential that we all. agency and advertiser alike, be realistic. Every medium, including match covers and subway gratings. radio review j SPONSOR: U. S. Treasury Department Guest Star AGENCY: Direct PROGRAM: 1 S-minutc transcribed series Here's a pleasant I5 professional and fast- moving 15 minutes in a transcribed Beries format. [| - ei iraging lo see "important thing-" utilizing the Bame skills and tech niques which have proved thej can gel an- diena -. hold \ m, and 1 onvim e the what the sponsoi 1 - out to g< 1 ai ross. I he I nited States I r< asury, « ith the co ition of r 1 1 »- entire advertising and broad casting industry, has always presented supi rb l/oiirl copj whethi 1 izines, newspa- "i on the ail and, in this case, the ver) I" -.nil of 1 1., ii program Guest Sia \! irtha I ilton was the htrj was chosen to make the raightforward, and believabli 1 for Ix.n.l-. Del Sharbutl split tl><- singli an 46 competes for the advertiser's dollar in the sense that the flowr of those lovely green things is regulated by a budget. True, budgets can be flexible but strain one too much and it, as well as the agency, may never recover. Psychologically it can be unwise as well as economical!) impossible for an ad-manager to go back to his manage- ment for more money once the budget for the year has been fixed. It is far sounder, however difficult, for agency and ad-department to anticipate such items as rising time-costs, production uppages. talent-demands, etc., and make the budget do. On the other hand, changing sales conditions, good or bad, toward the last half of any year can cause man- agements to alter budgets already set. I hen. too. there are those advertising department heads who like to ask for a budget built upon the premise that they'll spend a certain lesser amount and thus win favor by returning mon- c\ at the end of the year. All of which is a way of saving that 1 flense turn lo page 67) nouncement thai the show contained (this coming as a middle break with Miss Tilton.) Miss Tilton speaks as well as she sings and thus the copj was put across convincingly and interestingly. No hoakum, no tricks, only words well presented and. I feel sure. well received. radio review J SPONSOR: Charles Antell's Formula No. 9 Solis S. Cantor, Philadelphia PROGRAM: Announcements Onlj a guj with thinning hair or a per- son who writes an advertising column would l;:'" 'ntentlj to a five-minute nan ,,„ hah '•"*'■ N""■•■ ' am decidedh oi the foj '"' ;""1 make a stab al the latter, this is u "'''" I did ol ,,i evening dur- 1 ' " entitled "Nighttime Frolic" over station WAAT, Newark. Here, at ap- proximately 9:45 p.m. I was treated to one of the most fascinating discourses on the restoration of the follicles ever composed. A straight announcement somewhat longer than .1 student-lawyer's summation, delivered by a "friendly" announcer, this tract made such stalwart points as: why rub vegetable oil on your scalp? If it was any good, olives would have hair! Also included was a good three minutes about sheep and how they care for their hair — using lanolin, of course. After the preamble, we then got around to the clincher about Charles Antell's Formula No. 9 which contains liquefied lanolin (a sheep derivative in case you're not up on these things) . After offering me the year's supply for the whole family for only $3 with a money-back guarantee plus a free bottle of shampoo (with lanolin and hor- mones, this latter being sheer madness), our genial announcer stated — "I've done every- thing but go to your home and put Formula No. 9 in your hair. Now it's up to you." The threat that this persuasive gentleman would come to my home almost caused me to call the phone number, but this was coun- teracted by the three bucks so all I did was sit back and marvel at the soundness of the copy, however lengthy, and the unvarnished pitch of the man giving it. (If that hairline of mine goes any farther back than the mid- dle of my skull. Antell and I may do busi- ness yet.) radio review SPONSOR: Nupax AGENCY Emil Mogul Co., N. Y. PROGRAM: "Bold Venture," NBC Obviously, the folks who compound Nupax are seeking to widen their market by the type of radio show they are airing. For Bold Venture, the Ziv-produced transcription star- ring Bogart and Baby, keeps your nerves on edge for a full 29':30" and its sponsor is the product which advises: relax with Nu- pax. The show is a hypo-ed half-hour re- plete with gunplay, Havana music, and wa- terfront violence featuring those two fine performers, Humphrey Bogart and Lauren Bacall, plus the superb musical effects of David Rose. The program's commercial format is as routine as it is sound utilizing straight copy plus a Bogart lead-in to the middle break in which we glide into a Nupax plug. \- 1 seem to be complaining so often, I didn 1 carry away with me one thing of real worth about the product— no line that stood out. no gimmick that spelled its name, no symptom-device that's still in mind. And. frankly, I think something of this nature is essentia] to i:.>od radio copy. On the other hand. I will concede that these straight an- nouncements are intelligently conceived, well written, and skillfully delivered. SPONSOR AMERICA'S FAVORITE nationally syndicated NEWSPAPER COMICS, STAR IN A DELIGHTFUL HALF HOUR SHOW, A SURE FIRE BET FOR KIDS FROM 6 TO 60 THE KATZENJAMMER KIDS SMOKEY STOVER **Off£ TO 8£ PITTED THAW SCOSnED 31 DECEMBER 1951 or 3 WILLIAM MORRIS AGENCY ^_y i i c o rtJ o rated 1740 BROADWAY NEW YORK 19, N. Y. Oeiepkone JUDSON 6-5100 ept 47 BALLOONS SPONSOR: Weston Bis< u \(.l M 1 : (lark & Rickerd l \l'-i I I l VSE HISTORY: // eston, in a twice-weekly participation on the early morning Laughing \< adcim show, offered a "Punch- l-Bag" balloon for Banana ('.rente boy tops. Immediately box tops poured in. 1 hen a bakery strike in the Detroit area forced the agency to suspend the II schedule but mail continued to come in for free balloons. \ow li eston is back on a Ine-pcr- week schedule 111 $95 per participation and they average 127 requests daih ■ tt.llik l\. Detroit PROGRAM: Laughing Academy TV results BOTTLE HOLDER SPONSOR: Johnnie & Mack AGENCY: Direct i VPSULE CASE HISTORY: This auto painting and re- pair concern celebrated its 11th anniversary by offering an inexpensive bottle holder for use in automobiles. Art Green made a two-minute mention of it on his afternoon show; a five-minute pitch on his evening show. It wasn't mentioned again. But the two participations pulled 1,858 requests for the free gift at an ad cost of $77.50. Firm now spends about $2,000 monthly on WTVJ. WTVJ, Miami PROGRAM: Art Green Show BIRTHDAY CARD OFFER SPONSOR: Kendall Mfg. Co. AGENCY: Bennett, Walther & Menadier CAPSULE CASE HISTORY: Viewers who mailed in a box top from a Soapine granulated soap package would receive a set of six birthday cards free. This offer was made four times on the early afternoon Shopping Vues program; participations, $115. Since the last offer, Ken- dall has pulled in well over 1,000 requests. Dealers re- port a sizable increase in Soapine purchases since the Shopping Vues participations began. WNAC-TV, Boston PROGRAM: Shopping Vues PLANT NURSERIES SALTED CRACKERS | SPONSOR: Lymburner Nurseries AGENCY: Direcl ' M'-lll 1 \H HISTORY: Lymburner Nurseries run very limited newspapei space. Instead they rely on par- ticipations to achieve two ml aims: i 1 ) to advertise the nurseries' neu location; and (2) t<> stimulate week-end business. This has been accomplished in a short time with week-end business on the upsurge. Lymburner adds that customers coming out during the week also men- tmii the 1 1 m/i ertisin WSB-TV, Vtlanta PROGB VM: Strictlj foi the Girls SPONSOR: Strietmann Biscuit Co. AGENCY: H. M. Miller CAPSULE CASE HISTORY: The Strietmann Story The- atre is aired every Tuesday from 7:00 to 7:30 p.m. It was inaugurated on 2 October to increase sales and fur- ther product distribution. This is the report of the divi- sion manager after six weeks. "Our sales of Zesta saltine crackers have steadily increased and last month we went well over any of our previous sales records." WTVR, Richmond, Va. PROGRAM: Strietmann Story Theatre CONFEDERATE-UNION HAT GLASS CLEANER | SPONSOR: 1 evj B Inc. \U-.\< 'i ; Direcl I VPS1 I 1 I w HISTORY: Lev) regularly runs a one- minute announcement following the Howdj Doodj Shov featuring special sale ,,i novelt) items. One time, to capi- talize on a current fad, the) featured Confederate and 1 nion tyli arm) huts. 11 ithin three days aftei the an- nouncement 1 •< . old 163 hats, with orders continuing to come in following the three-da) period. The minimum talet i ro 131 7.!!.">. WAVE-T\ Lou .11. PROGRAM: \nnouncemenl SPONSOR: Tommy Greenhow AGENCY: Anastasion < M'SULE CASE HISTORY: Formula-X-1 eliminates fog- ging-up of windshields, windows, mirrors. To introduce and push sales of this product, Greenhow ran a single two-minute anouncement at 2:30 p.m. Thanksgiving Day. The immediate result: 153 cash sales of this motorist- household aid. The advertising agency figures that each sale made from this commercial cost its client well under 21 cents. KSL-TV, Salt Lake < it) PROGRAM: Announcement LANCASTER, PENNA goes to the schoolroom An important educational experiment to determine the value of teaching by television, as compared to regular class- room instruction, is currently under way on WGAL-TV. Professor George R. Anderson* of the mathematics depart- ment of Millersville State Teachers' College is conducting this series of six classes in THE USE OF THE SLIDE RULE. Each Wednesday from 9:45 to 10:15 A.M., he is telecasting his instruc- tions to one class at each of three Penn- sylvania high schools — Lancaster McCaskey High School, Manor- Millers- ville High School and Denver High School. Later, on the same day, Pro- fessor Anderson gives personal instruc- tion in exactly the same subject matter to a different class in each of the three schools. From this experiment, it is ex- pected that some important deductions can be made as to the value of television for classroom instruction, as compared with personal instruction. WGAL-TV is proud to conduct this important educa- tional research as part of its wide and varied program of public service. "Professor Anderson is using the research material gathered from this educational test toward his doctorate at Pennsylvania State College. Repreiented by ROBERT MEEKER ASSOCIATES A Sleinman Station— CLAIR R. McCOUOUGH, Pres. Chicago • Los Angeles • San Francisco • New York 31 DECEMBER 1951 49 wants There's s6 Billion Waiting tor you in Vy'/Jli'adelplua . Come and get it! SELL THE CITY ITSEir ,ni m »soir u cotisTT Nuin rf J "its fair share of You'll "Strike Oil" in CHESTER ... and Riches in ALL of p_[ Jj-'adelpliia . . . America's 3rd Market :•■; i v.^.%, ;- 'fig Cel Ahead in Chetle: .Lead i* Ail 14 Co t\4 a radio business77 Bell-Ringer in BRIDGETON... and ALL of America's 3rd Market a il_jaadelpliia Writ, BLANKETS • R1DGETON... ■ ■ AMD THE 14 COUNTY TBADE ARE ■ ... , ■ ■ ■ ■■ ■ pi (,">« J re«ards# g to get C^Pp -'"'■^A,* afto »s wFlL vrplL, Be- *»"' FM **7£. TV ^ir. **CSfc *«t£ SPONSOR helps the USE magazine of radio 111 P 1 I and television advertising if I I L get it If the radio networks go in for merchandising, what services would most benefit advertisers? Mel Birnbaum Advertising, Sales Promotion Manager Knomark Mfg. Co., Inc. Brooklyn, N. Y. Mr. Davis The picked panel answers Mr. Birnbaum Your question shouldn't load off with an "if"; the networks must develop some t\ pe of merchan- dising which will aid sponsors in in o v e m e n t of goods across the counter. Al- though WNBC's "' iteration Lightning," is not new, the ua\ in which it has developed in New "York caused a minor sensation in the { rocery trade. Products which were previously not pushed or displayed by certain chains K.cived the glad-hand treatment through the WNBC operation. Sales /ooiiicd upwards in nearly all cases. '.ranted that something for free gen- erall) isn't of much value, it seems that part of the selling job radio has to do ma) be hooked up with its value in moving good--. Sponsors may not be anxious for rate cuts as they are foi more and bettei ways of selling tlieir products. Give them distribution and sales aids, and the) ma) nol push the problem of chopping i 1 I" ' ol "Storecast" shows the trend to point-of-sale merchandising and sales promotion. There is certain- l\ nothing which interests clients more ai tin- stage of the game than the above mi|.|<< ts. Networks < an jell radio al regular rates ii the) develop Belling procedures Mr. Young in supermarkets, variety and depart- ment stores for manufacturers who sell to these markets. And these days, who doesn't? Hal Davis Vice President in charge of Promotion Kenyon & Eckhardt New York Radio networks can follow the lead of some of their own affili- ated stations who today are doing a tremendous job of merchandising their own station and specific shows with brand identification in the better type retail outlets. The most successful radio merchandising accomplishments have been those that have a three-way benefit: (1) aimed to the station itself to in- crease its listening audience; (2) in- crease sales and traffic for the large lo- cal retail outlets; (3), having the prod- uct featured and displayed in local chains and large retail outlets. It is becoming increasingly impor- tant to large advertisers to have local stations use their influence with the large distributors of their advertisers' brands. There is every reason to be- lieve that the networks can use the lo- cal stations' services to merchandise the network shows at the local level. Man) manufacturers welcome the opportunit) of printing display mate- rial featuring their own network shows and providing an opportunity for in- dividual stations to imprint its own call letters. This material has often been used with a display of the prod- uct itself in the leading outlets. The stations can make it advantag- eous to leading omlets to merchandise and even sometimes advertise in their local ads the names of shows and time, call letters, and the name of the prod- uct. The mutual benefit enjoyed by the network and the local station, the advertiser, and the leading distributors or retail outlets make such a program workable and profitable. It is my belief that there will be a great forward movement by local sta- tions to cooperate with advertisers and their agencies. Where such a mutually beneficial program has been arranged, sales increases are immediately ap- parent. William L. Young Vice President William Esty Co. New York- ln the present day economy, as merchandis- ing becomes more and more competitive, any medium of ad- vertising must be able to show sales results in Mr. Alkon order to retain its share of the advertising budget. Network radio to- day is performing only a portion of the aggressive merchandising job they can do. Coverage maps give only the sketchiest idea of the size and charac- ter of a market covered by a station. Much of the research done by agen- cies could and should be supplied by 'j? SPONSOR an aggressive staff merchandiser. This same merchandiser could effectively co-ordinate any radio campaign with promotion and display ideas; informa- tion; promotion of local merchants and distributors so that the selling power of the station would be channelled into direct results for the client, for the merchants and distributors, for the ra- dio stations. Other media have far outstripped radio in cooperating with merchants and distributors to achieve results by means of display, point-of- sale, and promotional ideas. On numerous occasions in the past we have achieved excellent results in opening new areas for clients where the individual radio stations, both net- work and independent, have cooper- ated by offering a merchandising serv- ice specially created by the station and this agency for a specific situation — a difficult time-consuming method of cre- ating service but one that should be supplied. In one area, an ethical drug manu- facturer client of ours, very rapidlv achieved wide distribution and a suc- cessful sales campaign in 56 drug stores by utilizing the merchandising facilities we had built with the station in the test area. After a brief prelimi- nary campaign, we were able to set up a comprehensive schedule of institu- tional announcements with a tag spe- cifically mentioning different outlets each day. To review: merchandising services could best be furnished by the net- work stations via complete market cov- erage information and a program to co-ordinate radio campaigns with ef- fective selling in the area by means of point-of-sale and promotional aids, dis- plays, signs, toppers, streamers, and di- rect tie ups with local distributors. We have found that stations, which have aggressively performed the mer- chandising functions that every adver- tising medium should, gain the ready and enthusiastic cooperation of distrib- utors in their area. Said cooperation is invaluable in getting distribution and effective sales results for our cli- ent. This tvpe of cooperation is a pow- erful merchandising tool and can aid individual stations tremendously in the strong competition that radio receives from other media for the advertising dollar. Selig J. Alkon Director of Merchandising; Rand Advertising Neiv York ^elevi^ . yzJgs****' rw* 1951 SYLVANIA AWARD In January 1951, the United States Senate Crime Investigating Committee held sessions in New Orleans. Recognizing the powerful impact of television, WDSU-TV brought the intimate details of these hearings to the attention of the general public for the first time. WDSU-TV is deeply grateful for the honor of receiving the 1951 Sylvania Award. Write, Wire or Phone BLAIR-TV for details! 31 DECEMBER 1951 53 This SPONSOR department features capsuled reports of broadcast advertising significance culled from all seg- ments of the industry. Contributions are welcomed. cisco health department. The doctor checked pulse, respiration, muscle con- trol and eye lids, concluding with the injection of sterilized needles. But the girls slept peacefully on. At the end of the program, Franquin suc- cessfully awakened his hypnotized sub- jects by radio. Audience reaction was enthusiastic. The store people reported thousands of Amateur d.j.'s win hnge .1.11 ttudlenee for beer sponsor totaled 205,366, Avith telephoned votes averaging 2,100 weekly. This year voting in the contest is running ahead of last year's compar- able dates, with these tallies: 4,822 mail voles averaged weekly; 2,407 tel- ephone votes. The first championship contest drew 17,381 mail votes in two days. * * * WAVE'S Bob Kay th Oertel contest mail During the spring and summer months, for the past 11 \cars. the Oertel Brewing Company of Louisville has sponsored the Louisville Colonels' nighl games on WAVE and WXKW (FM). As proof of the success of night-time radio, they've added Oer- tel s 92 Disk Jockey Contest to fur- ther promote their "92" beer. This, in a two-station TV market. Here's the picture. With the TV stations (and over 116,000 sets) Oer- lel - -how is gaining a huge listening audience. Now in its second year the show is carried from 10:15 to 11:30 p.m., Monda) through Saturday. Its ' >' tober to Vpril sponsorship com- bined with the airings of the baseball make Oertel a year-'round ad- \ ertisi i . I lie Disc Iik /.<■> Contest leal, ire- M.C. Boh Ka\ interviewing amateur di-k jockeys. The) spin their favorite records, write and read (or ad-lib I ' op) and commercials for the brew.' rhree d.j. contestants compete nightl) and telephoned votes determine the winner. Weeklj winners are deter- mined b) a |"'-| « .ml \ ote, and ••, ei j -i\ to eighl weel - a grand • hamp'on- -lii|> i ontesl is held with weeklj win- ners eligible to compete. Sample prizes lasl year: 35 n ord albums; a weekend in Hollj wood: one week vacations at top-flighl resorts. \ otes in the 30-week contesl lasl vear Ratllo hypnosis proves sales winning stunt on KYA Putting people to sleep through ra- dio is an unusual way to build store traffic and brand recognition. But Klor's Television Center of San Fran- cisco accomplished it with a 15-min- ute radio demonstration of hypnosis co-sponsored l>\ the Zenith Radio Cor- poration distributor. Star of the KYA show: "The Great Franquin," an Eng- lish ll\ |llloli-t. During the broadcast Franquin sat in the KYA studios in San Francisco's i airniont Hotel. At precisely the same time, in another part of the city many miles from the studio, two women sat in the display window of Klor's store — facing a radio. Franquin spoke dirccth to the sub- jects l>\ radio and put them under his Inpnotie influence. While under Fran- quin's hypnotic influence, the women's reactions were studied carefully by Dr. J. C. Geiger. head of the San Fran- ranquin" brings showmanship to radio Crowds watch KYA's Wooley air one-timer telephoned inquiries from all nine Bay area counties and hundreds of letters coming in. * * * Timebuyer's job eased with Blair station maps The timebuyer's job is being made easier by several projects designed and carried out by John Blair & Company's sales development department. The first of these ideas is a series of com- bination availability-coverage maps prepared for each of the 49 stations Blair represents. These combination sheets, printed in blue on gray stock, have the availabil- ity side of the sheet blank. This is filled in by each salesman when he makes his presentation of open time periods. A n the program. Every- 62 SPONSOR This "Kitty" Makes Her Sponsors Prr-r KVLC's New Radio Personality — Kitty V. LaCall From 8:30 to 8:55 A. M., Monday through Friday, Kitty's variety show is the favorite of thousands of female ears in the BIG KVLC listening area. There are interviews with visiting dig- nitaries, from Ambassadors to movie stars . . . news of interest in the woman's world, local, regional and national I And, if it's national "Some- thing-or-othcr" Week, they hear about it from Kitty V. LaCall. All of these ingredients arc carefully mixed with generous portions of music that women like best. Kitty is now available to provide the I'rr-rr-fect atmosphere for your com- mercials on a participating basis. Phone, write or wire CLENN ROBERT- SON, Manager, KVLC, for details and availabilities ... or contact RADIO REPRESENTATIVES, INC. body in that block then receives a cou- pon which can be exchanged for a free package of Seabrook frozen foods at a nearby grocery store. The gimmick in- creases traffic in the stores and induces grocers to carry the Seabrook line." A fortuitous situation of the past year has helped speed the growth of Seabrook retail brand sales and pro- vides an interesting sidelight on the frozen foods industry. Daniel Oken, sales manager for Nassau Suffolk Fro- zen Foods Company — one of Sea- brook's distributors - - told sponsor that Birds Eye and Libby have been making "direct deals" with the national chains and independent stores for about a year now. As a result, Sea- brook sales have zoomed upward in the independent stores, particularly in the Boston and New York areas. "Birds Eye and Libby have their own 'missionary men' in the field, but they cover such large territories they visit a grocer only about once every two months," Mr. Oken said. "They call on just the big stores generally. They can't do as complete a job as a distributor's salesmen." Seabrook furnishes considerable point-of-sale material — window display pieces, streamers, posters, price charts — even though they don't have big ad- vertising to merchandise to the stores. Well aware of the value of a co-ordi- nated radio-TV and point-of-sale pro- gram, Seabrook went into Storecasting last October. (Storecast Corporation uses FM ra- dio to funnel music, homemaking talks and commercials into super markets. Its service also includes personal serv- ice calls to the subscribing stores each week, making sure that adequate stocks of the products advertised on Storecast are on hand and that the products are displayed in prominent positions.) Seabrook uses four commercials a day on Storecast in the Kearney divi- sion of American Stores in New Jer- sey. "If results are good," says Kline, "we'll continue and expand it." He adds: "We'll also expand radio and TV next year. Well probably use the same radio set-up. Then if we can, we'd like to get some good evening TV time." Since 1948 the frozen-foods brand operation at Seabrook Farms has be- come the tail that wags the dog for next year it will account for the farm's entire output. Much of its air success can be credited to smart use. * + * K-nuz Dood it Again! . .. wins award for 1951 as in 1950 Yes, for the second time K-NUZ is winner of the Nabisco Promo- tion Award for out- standing sales promo- tion of Nabisco Milk Dog Biscuits. K-NUZ again demonstrates its ability to pull and keep on pulling. For information call FORJOE National Representative or DAVE MORRIS General Manager at KEystone 2581 P.O. Box 2135 -TWX HO 414 HOUSTON'S LEADINC INDEPENDENT 31 DECEMBER 1951 63 z < < LU > o Q Z < .i> JE 2 tz ±= -*■ * E CO 3 a: 2 * E c « .= B -r, S «» — S < < V *— = ' w - «> CM i £• a * e ~ * w >• _o — > o i_ t; « *> o s y> MEN, MONEY, MOTIVES (( ontinued from page 6) erately hysterical about this latest dis- I la\ of automotive "logic." * * # Actually, "Radio" borrows ideas constantly from "Magazines," and the honor is returned. Note that the Wo- man's Home Companion is now expect- ed to follow the example of McC all's and grant "frequency discounts." Such discounts are relatively unknown in magazine publishing but were brilliant- ly built into the basic economics of broadcasting a quarter of a century ago. to the everlasting envy of all rivals. * * * Conversely, in one notable respect, since the war and especially since tele- vision, the networks have undertaken to imitate the magazines. This cen- ters on editorial control. A big na- tional magazine is topically the prod- uct of a format plus an editor and that editor's team. Advertisers do not par- ticipate in either the making of plans or their execution although the adver- tiser must be impressed by the end re- sults. Clearly something close to this has been the postwar goal of both CBS and NBC, each striving to capture edi- torial control of the total schedule, es- pecially TV, or as much of it as pos- sible. * * * Broadcast advertising is not, in this connection, so flexible as the maga- zines. Neither CBS nor NBC could do what is now being done at 48-year old Redbook Magazine where a dynam- ic 36-year old editor. Wade H. Nichols, backed by an editorial staff of 29, is deliberately redesigning the whole for- mat, taking Redbook away from its traditional role as a slick fiction book ami making it a monthly equivalent of, sax. the Satevepost or Collier's. * * * \ final comparison. In the instance of Redbook the Nichols format aims to "select" out of the total audience "I magazine readers a special group. "young adults." 18 to 35. Plainly 'his strateg) has spiritual brotherhood to the radio station which plans its fu- ture as an advertising medium b) se- lecting out of the total listening audi- ence - e special group such as jazz lovers, sj mphon) culturists, sports ad- diets, halo- Americans. Yiddish-Ying- lishers, Farmers, evangelists, etc., and tailoring a format to appeal thereto. • • • WATCH OUR SPACE for THE PIONEER IMffiPD mao>mu A ftnJtHnJattiif Sta&m — • OOO WATTI.H.a.C 64 SPONSOR HOW'S RADIO DOING? (Continued from page 28) the 3,500 homes spend 164.200 hours hearing radio; 87,600 hours seeing TV; 55.200 hours reading newspapers. Interestingly, when Kemper inter- viewed 2,942 of these homes within a 30-mile circle of Louisville, 40% had a TV set, 7% planned to buy one, but 53% definitely planned not to buy one. (SOURCE: Raymond A. Kemper As- sociates.) That's the picture as it has been shaping up today. If present radio trends continue — and there's every in- dication that they will, while TV is levelling-off — radio's position will be even better. Of course, there are more figures, one way or the other, sponsor en- i muttered plenty of them in preparing this report. There are surveys to show that radio is bigger and better (in some local TV areas, it often is) than those shown above. There are other reports, like the three famous ANA studies, to show that radio is worse. However, the above nine key points help point the way to where radio will stand in the early part of 1952. At the same time, there are other qualitative studies which take the broadcast advertiser backstage in a TV home to show him what effect TV has had on family habits, particularly with relation to radio listening. They, too, serve as guideposts along the rocky road of 1952 advertising decision, and point the way to new radio opportu- nities. Two of the best and most useful studies in this field in recent weeks have been those made jointly by NBC and CBS (in cooperation with Ameri- can Research Bureau. Washington, D. C.) and by Advertest Research, New Brunswick, N. J. Together, they show what's going on in TV homes, where the listening is being done, and how TV families behave over a long (31 months of ownership) period of time. Here's the summary of findings: 1. Joint NBC-CBS Network Radio Report: Where TV has entered a radio home, one of the major effects is a sort of dispersal of radio listening to other lo- cations not used as much in the home's radio-only days. In radio-only homes, the away-from-the-living-room radio listening accounts for about 51% of the radio total. In a radio-TV home ( again, there are practically no TV- only homes anywhere) this figure jumps up to about 77%. It's in this extra out-of-the-parlor listening that a lot of radio's "loss" occurs, since in the past it has not been measured as it should. As you might imagine, this big out- of-the-parlor listening calls for more radios around the TV house. That's ex- actly what has happened, according to the joint NBC-CBS study, which was based on some 3,600 diaries (87% usa- ble for tabulations, from all over the U. S.) placed by ARB. Radio-TV families do own more ra- dios than radio-only families. For in- stance. 68' ( of the radio-only families have two or more radios; in radio-TV families, it's 77%. Some 35% of the radio-only homes have three or more radios: in radio-TV families, it's 46%. Similar NBC-CBS comparisons show that the four-or-more-sets label belongs on some 14% of radio-only families, on 22% of radio-TV homes; in the five-or-more bracket, it's 5% against 10%. The joint NBC-CBS study also showed where all these extra sets in * BASED ON HOOPER RADIO AUDIENCE INDEX OCT. 1951 31 DECEMBER 1951 65 // You Want to Make a Lot of Stops, lake a Local (You Meet Lots More People That Way!) Don't take a "limited" through this vast, important South Florida Market...get in all the stops! Call our Rep ...The Boiling Company... and let them plan your sales itinerary for the big season ahead via WIOD. That's the sales route most of the local boys are taking. They ought to know. ..they're on the spot to check results. And, they're mighty happy, too ! JAMES M leGATE, General Manager 5,000 WATTS • 610 MIDWEST ADDRESS CBS WNAX 570 YANKTON — SIOUX CITY Mr. Terry Clyne The Diow Co. New York City Dear Terry: Jest a line frum all uv us at WCHS in Charleston, West Virginny, ter wish ever one a Happy New Year! We hope yers'll be happy, 'cause arrs down here is shore ter be. Bizness here in tK home town uv WCHS has been aboominall durin 1951, an' ever thin points ter an even big- ger 1952! So Terry, when yer lookin' fer a good market an a good station next Year, jest keep WCHS in IOTMERk)) if mind! An'mem- ^OUPj» II ber, WCHS gives ters in this here V top market then all lh' other four stations in town put tergether! Happy New Year! Yrs. I WCHS Charleston, W. Va. radio-TV homes were being used. Where, in a radio family, virtually half of the listening is done in the liv- ing room, in a radio-TV family a good half of the listening is done in the kitchen, with most of it (52%) being done by the woman of the house. In radio-only homes, about a quarter of the listening is done in the kitchen; in radio-TV homes about a quarter is done in the living room. The center of radio listening, in other words, has moved in with the kitchen stove and the refrigerator. (For full details, see chart p. — .) First of all, this is important to an advertiser because, in normal rating methods (Hooper, Nielsen, etc.) this outside-the-living-room radio listening has been underrated and improperly measured. Secondly, with radio becoming as much a matter of kitchen procedure as the cheerful rattle of pots and pans, radio at all hours becomes a more po- tent weapon to sell everything from soap to cigarettes to the American housewife. 2. Advertest 's TV vs. Radio Three- Year Comparisons: Having probed deeply into family listening and viewing habits with a New York-New Jersey panel of between 452 and 512 families back in 1949 and again in 1950, Advertest Research, Inc. did it again last month. Using many of the same TV homes (where TV has been for 31 months or more), Adver- test produced one of the first reallv good studies of what happens in TV families on a long-range basis. (The earlier Advertest studies have been re- ported in sponsor, see 4 December 1950, p. 29.) The homes were weight- ed to provide a scientific cross-section of TV homes by length of set owner- ship. The key finding: "Once they have been established, habits as to the amount of viewing and listening are subject only to minor adjustments." In an adman's terms, once the TV set is absorbed as a family routine, the looking and listening patterns soon be- come virtually fixed. In the latest (No- vember 1951) Advertest probe into TV home life, the "minor adjustment" has been in radio's favor. Even though TV shows are more plentiful, more expensive, and more va- ried in the New York-New Jersey area now than in 1949 (May), radio has gained a bit. In the "before TV" days, Advertest 66 SPONSOR families spe»t an average of 3.5 hours per day with radio. Then, in 1949, they spent 1.3 hours with radio; 2.9 hours with TV. In 1950, it was 1.2 hours with radio; 2.7 with TV. Last month, they were spend- ing slightly more time with radio, 1.3 hours, climbing back to the 1949 level. TV, meanwhile, was doivn from the 1949 level of 2.9 hours to 2.7, and did not climb over 1950. This means that TV famil'es are listening to radio about six minutes more each day in the Ad- vertest panel than they did two years ago. As a parallel to the NBC-CBS joint study, Advertest found that women were listening to the radio 12 minutes more each day, as against the family six-minute average. Greatest group in- crease was in the 15-29 ages, which increased radio listening in 1951 by 47% over 1950 levels or from 1.5 to 2.2 hours daily! There was also a no- ticeable trend toward earlier hours of radio listening (43.6% of Advertest's families turned radios on between 6:00 and 8:00 a.m., vs. a 1949 figure of only 18.9%) and later hours of TV view- ing, particularly after midnight. What was pulling more people back to radio (and away from TV) ? Advertest's figures offer a strong clue, both in the by-sex breakdowns of who's listening, and by program pref- erences. For one thing, women are more dom- inant than ever in listening to radio in Advertest TV homes. Back in 1949, some 62.5% of the listening was done bv women; some 25.8 by men. In 1951 (thanks to the increased number of kitchen radios and kitchen listening, mostly) the figures are 68.6% for women, 25.9% for men. For another, there were some real shakeups in program popularity. Whereas radio newscasts (most popu- lar radio program type with Adver- tests's TV-equipped families) were lis- tened-to regularly by only 28.5% in May, 1949, last month 65.7% of the same families were listening regularly to radio news. Popular music, as a listened-to radio favorite, jumped from a regular radio diet of only 32.8% of the Advertest families in 1949 to a fig- ure of 57.3% in 1951. It's interesting to note that both these program types can be listened-to and enjoyed without needing any ref- erence to visual material. Also, it's use- ful to note, from an advertiser's point of view, that TV has seldom succeeded in coming up with a visual format that can consistently top radio's presenta- tion of news and/or music in terms of timeliness or visual interest. Another of Advertest's most interest- ing findings was the respondents' own evaluation of the part that radio plays in their own radio-TV lives. In 1949, 52.3% of the respondents thought that television would complete- ly supplant radio. In 1950, 38.7% of the same families were still sure that radio was on the skids, but the ranks were thinning. In 1951, with radio news, music, and drama programs pull- ing ever-increasing listening, only 23.2 % of the respondents thought that TV would eclipse radio. Sponsors will do well to ponder that one. Where less than half of the Ad- vertest panel thought, two years ago. that radio would continue to survive in a healthy form, last month more than three-quarters of the same people in the world's leading TV area felt that radio was here to stay. The trend is likely to continue, as radio finds new programing forms, as newscasting interest increases, and as TV programs move into a more static "plateau' of amount and quality. For the harrassed sponsor or agency executive, forced by circumstances into gazing into his 1952 crystal ball to fig- ure where his ad dollars are going, what does this all mean? Simply this. Radio still has a com- manding role among low-cost mass me- dia. New network programing and methods have brightened its cost-per-M status, and have increased its flexibil- ity. The alarmists have been proved wrong, because the public today still likes radio, still finds new uses for it, and is returning to it every day or adding it to TV viewing. No advertiser, whether local or na- tional, can afford to dismiss radio with an airy wave of the hand just because TV has entered American homes. * *"*■ RADIO COMMERCIALS (Continued from page 46) while budgets are resilient, they must bounce back into a shape quite com- parable to the one in which they start- ed. So for this reason, I think it's un- fortunate and not completely realistic that as much television money comes out of radio as does today. All media overlap! No medium does a complete job (not even an exclusive trade book) ! Furthermore, I'm not at all certain that radio and television can't be dovetailed at least as well as any other television-plus combination. In addition, I've a grave doubt as to the reasoning why radio is usually the one that is curtailed first to make room for television (sometimes regardless of radio's proven economy and dollar-for- dollar superiority to television). Isn't the decision to pare radio often based on the historical fact that the same people (network-wise, that is) thought 31 DECEMBER 1951 67 KROD has helped. POPULAR Dry Good* Co. El Paio. Twiai ^Jhe J-^opulc 9? vuicir for years in building sales volume The largest department store between San Antonio and Los Angeles is a be- liever in radio advertising for retail stores. The fact that The Popular has been a consistent sponsor cf programs and user of spots on KROD for many years is the best proof that we get re- sults. We can get results for YOU, too! CBS Radio Network in El Paso RODERICK BROADCASTING CORP. Dorrance 1). Roderick, President Val Lawrence, V. Pres. & ('.en. Mjrr. REPRESEN I ED N.VI [ONALLY BY THE O. L. TAYLOR CO. IN MONTREAL it's Ask the man who knows best — the local ad- vertiser on CFCF. Best proof that he gett prompt action at the cash rcgtttCl U the fact that Over a 3 -year period local advertising on CFCF has increased 260%. National advertisers, too, can bank on CFCF. For Canada's FIRST station has the coverage, the IhletterghiPt to do a real selling job in the rich Montreal market area. .►■*""., up and are now promoting this new devil? 1 wonder how much actual duplica- tion there is for an advertiser who has, say, a Class-A-time network tele- vision and radio program? I'm sure radio listening in T\ homes stays pret- t\ high las the surveys made 1>\ radio people indicate), hut most of it is in the early a.m. or in non-living room locales (car, kitchen, bedroom, etc.). Hence dovetailing is easy. In non-TV homes, of course, there's no problem regarding radio listening. So, 1 thought I'd mention in passing that it might pay some radio-ers to an- ticipate the cutback by fortifying them- selves with what the) can produce in the waj of messages-to-an-audience alone, itilh television! + * + U, S, Representative— Weed & Co, SINGER SEWING MACHINE (Continued from page 37) on sewing machines. And more than 100 leads remained to be called at that point. The City Sewing Center of Miami used five announcements, at a time cosl of $65, on Art Greens Shoiv on \\T\J. Miami. Result: 48 direct sales leads, amounting to a potential gross ol $1,656 on its $34.50 rebuilt sewing machines. The Atlas-Sew-Vac Company of Mi- ami Beach spenl $28 for four partici- pations on the Buddy Sturdier Pro- gram, WMBM. Result: 63 sewing ma- chine sales in a gross well over $5,000. Singer executives are somewhat war) about explaining why the com- pain suddenb plunged into broadcast advertising. "Why hadn't Singer used radio before?" sponsor asked J. Brooks Emory, Singer's account super- visor at Young & Rubicam. "No special reason," he said. "It's just that the account was happy with the long-proven results it was getting I lorn printed media." "' I hen win has it now entered ra- dio?" "We've started using radio on a lo- cal hasis. at the discretion of Singe] Crucial Vjcni- in the various sales ter- ritories."" Emor) said. "Partly, it's to offset gyp dealers, who sell machines with a Singer head, hut with its body made up of infei ioi sei ond-hand metal and wood. \\ omen buy them, and when the machine breaks down, the) blame Singer. We're also using radio to emphasize Singei 's supei ioi it) . ovei 5,000 Watts Full Time John H. Phipps, Owner L. Herschel Graves, Gen'i Mgr. FLORIDA GROUP Columbia Broadcasting System National Representative JOHN BLAIR AND COMPANY Southeastern Representative HARRY E. CUMMSNGS No TV in the Western Montana market KCVO 5000 watt CBS 1290 kc KANA 250 watt Ind. 1230 kc 76e Ait *Mt*d program." \nrl according to \\ia\ Kennedy, account executive of the A. W. Lewin \dvertising Agency, the campaign lias been an "unquali- fied success" and "represents an im- portant forward step in financial ad- vertising. . . . We like both the prestige and selling impart of the program." More than that. Lewis has sold beer in Florida, utilities in Arkansas, wire rope in IVnnsv Kania, automobiles in Michigan. Indeed, akin to the sales dynamo able to sell refrigerators to Kskimos. he actually sold ice cream freezing units in the middle of winter (for the J. N. Blair Company, Inc., Chrysler Airtemp Division of Sacra- mento. Calif., over KXOA). Lewis is not alone in the controversy field. Outspokenly "liberal" Martin Wonskv is on the ABC network for II. '-5 co-op sponsors over 92 stations. He is particularly well sold in the South — on the air there over 62 sta- tions. It is that section of the country which has most consistently found fault with his views — frequently call- ing him a Leftist or using more earthy terms. Paradoxical? Perhaps, but many of his Southern sponsors are in their ninth year of renewal and write glowing letters of the job he is doing for them. By far the greatest bulk of his advertising time is bought by auto- mobile and auto supply dealers (28). He is sponsored by 13 fuel and pub- lic utility companies. 12 department and clothing stores. 10 furniture stores, nine building supply firms, and six banks. The rest of his sponsors in- clude everything from plumbers to jewelr) stores. The Union Furniture Compam in Fl Paso. Tex., sponsored two contesl come-on's over three sta- tions and three separate programs, dis- covering thai (»•>', of (ill entries were from Martin Vgronsk) listeners. Drew Pearson is another controver- sial commentator who cannot be ig- nored .i- .in air salesman. In 1946 Pearson focused the eves of the na- tion on himseli and his sponsor b) standing on the steps of the Georgia capitol and broadcasting, "Come and fulfill your threats. kkk. if you reall) want to keep m\ mouth closed !" I oda) "ii the aii for ( iarter Products, Pi arson is heard iii an average of 220 homes for ever) advertising dollar -pent mi his program. \ spokesman for Cartel Products indicated thai t li.-\ were not frightened away by the con- troversial nature of Pearsons pro- grams, but rather signed with him be- cause of the prestige his commentary invokes and the immense following he creates. A woman with a provocative view- point, whether she's interviewing Trygve Lie, describing Hermann Goer- ing on the witness stand, or pondering for listeners the art of how-to-get-a- husband, is 39-year-old Pauline Fred- erick, ABC's peripatetic newshen. She helps sell goods for 43 sponsors over 38 stations in the East and Central areas of the U.S. Miss Frederick, who has covered 19 countries as a war cor- respondent, has found sex an asset rather than a disadvantage. There was the time when ABC sent her on a B-29 mission to Uruguay in the company of 135 men. Her commentating role, ob- viously, was unique on this occasion. Sponsors obviously like her treat- ment of the news — "as a regular re- porter rather than a woman reporter." she says. For example, Merkel's De- partment Store in Plattsburg, 1\. Y.. recently renewed its contract for 39 weeks after surveying listener interest in her. "We are very pleased with Motional Rep. The Boiling Co. the key station of the keystone state . . . Harrisburg, Pa. 1? SPONSOR the opening of the program," Presi- dent David Merkel comments, "in which she herself mentions she's speak- ing for our store. Her commentary has a wide and loyal audience in our shop- ping area." Sales success stemming from con- troversy is not limited to the commen- tator shows. Another type of contro- versial show is Americas Toivn Meet- ing of the Air on ABC. This is a panel show that attempts to present hoth sides of a controversial issue. Region- al interest is constantly intensified, as this program travels about the coun- try. The program is sponsored in the community visited by some local or- ganization— a university, civic group. or what-have-you. An advertising tie- in is made locally which provides the opportunity for plenty of hot promo- tion. The local auspices pays a flat fee, plus line charges, to take care of the out-of-pocket expenses of these originations. Over the past three years, Town Meeting has had more than 200 such sponsors. Newspapers were the first to recognize the shows potentialities and they constitute the largest and most consistent group of Town Meet- ing sponsors. Banks and trust compa- nies run a close second; automobile dealers are third. A check on Town Meeting sponsors during this three- year period reveals there's many a satisfied sponsor and agency. In California, for instance. Spark- letts, a beverage firm, tried Town Meeting in spite of their misgivings about its sales effectiveness. An audit of voluntary orders phoned into Spark - letts during the first five weeks of the program showed Friday — the day fol- lowing the broadcast — in first place, whereas Friday business had tradition- ally been less than other days. In Montgomery, Ala., Klein & Son, its sponsor for the last five years, thinks the program sells merchandise and uses selling copy constantly. Their advertising manager says, "We have had customers in the store ask for items advertised exclusively on the pro- gram." Actually, the controversy shows are often loaded with prestige. Elmer Da- vis has won the Peabody award three times and Town Meeting has won it twice. Fulton Lewis, Jr. has won the duPont Radio Commentators award. The extreme pulling power of these controversy programs can be pin- pointed by reference to an experience of the U.S. Congress provoked by Ful- ton Lewis. On 9 April he asked his listeners 15 questions, suggested they send "yes" or "no" answers, numbered 1 through 15, to their Congressmen. On 11 April, after General Mac Arthur was fired, he repeated the questions and added one more. Each member of congress was provided with a copy of the questions. Bert J. Hauser. Mu- tual director of co-op programs, re- ports the results. "Total replies re- ceived: over two million!" Ample evidence indeed that contro- versy gets response — in the mail and in the cash register! + * * WHAT AD MEN SAID (Continued from page 29) show up near the top 10. Therefore. we don't have the problem other ad- vertisers have of worrying about lis- tening in TV homes. "We attribute our rating success on ladio this year to presentation of a strong lineup of plays which are firsts on the air. We've done 20th Century, Class Menagerie, Lost Weekend, Alle- gro. This would seem to indicate that maybe part of the trouble advertisers are having on radio can be solved with good programing." Metropolitan Lite Insurance Com- pany, Robert C. Durham, advertising manager. (Advertising budget: esti- mated $2,000,000; approximately 50' , spent on radio for news shows, usual- ly five times weekly : agency : Young & Rubicam.) "We have not yet tried television and will stick with radio in 1952. The best study I've seen thus far on television was made by Young & Rubicam and it added to other indications that tele- vision would be too expensive for us at present. "One portion of this survey showed that early evening viewing (5:30 to 7:00) was dominated by children. That means you wouldn't want to buv opposite a cowboy show or a puppet on TV at that time. Obviously, poppa isn't going to be watching the kid shows, so he's available during that time for listening to radio. And we've found that the rating on our 6 o'clock news (Alan Jackson, CBS) has been going up steadily, though this may be due to some added promotion we've been doing. "Another interesting trend to me is the fact that sales of radios in TV homes have been going up. They con- tribute to listening in TV homes, es- pecially when someone in the home is watching a specialized TV show which can hold the interest of only one mem- ber of the family. A cooking show, for example. "I've had an opportunity to do some impromptu radio-TV research of my own because I recently went out on tour with some of our agents. We went 31 DECEMBER 1951 73 TREBOR 18 THOUSAND TELEGRAM REQUESTS . . . tell their own success stories Bob Trebor's "BEST BY REQUEST" is the highest rated local afternoon disc jockey show. Listeners have sent in 18 THOUS- AND telegram requests in IN ROCHESTER. N Y Represented Nationally by THE BOLLING COMPANY r—'liiii 2 1 Reasons Why ^M The foremost national and local ad- vertisers use WEVD year after ^^ yoar to reach the vast ^B> Jewish Market of Metropolitan New York f^^0 I. Top adult programming l^^^_ 2. Strong audience impact 3. Inherent listener loyalty ^— 4. Potential buying power Send for a copy of "WHO'S WHO ON WEVD" HENRY GREENFIELD Mi tlnK Din . lot • I \ I' 117 H9 Wr.l -t«4h St., Nw York 19 through dozens of apartments in big housing developments like New York's Stuyvesant Town. I found the radio blaring away in almost every home we entered. It was quite apparent that women are still doing their housework to radio. "Of course, daytime TV has been ii Mixing up. But I can't believe you'll ever have block viewing like the pres- ent all-day radio listening. From what I've seen in the homes I've visited, there's just too much work that has to be done. Poppa's going to put his foot down if he comes home and finds the house is dusty because his wife's been watching TV. I think radio will get healthier during the day — and up to 8:00. There's probably been an awful lot of novelty viewing up to now. "I don't believe radio has ever mea- sured its full audience or begun to measure it. The total audience is fan- tastic. We get some indication of the size of the out-of-home audience, for example, by letters and comments we receive. TV, on the other hand, is measuring every drop of viewing. "But after 8 o'clock and until 11, I agree with the ANA that radio listen- ing in a TV home is negligible. TV dominates during these hours, affect- ing all activities." Major mass-marketed product. (Advertising budget: approximately SIO.OOO.OOO. divided between all major media, over 50$ radio and TV net- work and spot.) "Though radio is still important both within TV areas and outside, ra- dio is not important in TV homes. I can't make myself believe that where there is TV in a home, radio is still a force. "I think there may be some more listening than the research services can measure, but how much is problemati- cal. In fact, much of your thinking on this subject has to be by hunch. "I doubt that secondary set listening is an important factor in TV homes. I know from my own experience that it is annoying to have both radio and tel- i v ision on al the same time. I find thai as soon as I have finished listening In our own radio shows, which I have to do, I turn the radio off and go back in TV. "Youi dyed-in-the-wool music fans who listen In \\H\I! in Vw York are ■ in exception, bul I believe they are the last td gel a TV set an) way." C. N. Coughlan Company (chemical specialties), C. H. Wulf, advertising manager. (Advertising budget: Badio- TV, $150,000 or 80% of ad budget; agency: Lewin, Williams & Saylor. Inc.) "Our analysis of the radio and tele- vision picture is interesting because we have two products with different mar- keting problems which require differ- ing media strategy. Our soot-cleanser, Chimney Sweep, is basically a winter product sold rurally. Our de-humidi- fier, De-Moist, is mainly a summer product sold in cities. "We're dedicated to the principle that radio is the best medium to use for getting out in the country to sell Chimney Sweep. TV doesn't go out beyond the 60 or 70-mile line where our market begins. But even in the metropolitan areas, where we're push- ing De-Moist, we're still using radio as well as TV, except at time periods where the competition from TV seems overwhelming. We buy announcements for De-Moist in the morning, prefer- ably next to news shows. "Badio is as good in the mornings if not better than it ever was and there is no reason to think otherwise. It's in late-afternoon time where TV is be- ginning to bite in heavily. But your radio news and morning participation shows are as good as ever. "There's a Tot to the CBS-NBC re- search on multiple set listening. I know that there have been many clock ra- dios sold, for example, in recent years. I bought one two years ago and I'm listening to radio more early in the in the FIRST FARM MARKET in the Intermountain West ABC-MBS °Twin Falls, Idaho A COMPLETE TV film studio. In Hollywood (28) since 1938... TELEFILM Inc. Live & cartoon. 74 SPONSOR morning and before I go to bed. Add up all radios like this one and you have an important factor. "I disagree with the theory that ra- dio listening in TV homes at night can be considered nil. TV absorbs your complete interest and there are many times when you have other things to do at night. For example, I addressed Christmas cards the other evening with my radio on. There must be many similar instances every evening multi- plied across the nation." Thomas ]. Lipton, W. B. Smith, di- rector of advertising. (Advertising budget: $200,700,200; agency: Young & Rubicam, Ruthrauff & Ryan.) "My opinion on radio listening in TV homes is beside the point. For the answer you have to look at the ratings. True, they've been termed in- accurate by members of the radio in- dustry. But who are we to believe if we don't go by the ratings? "What radio and TV need is one authoritative measurement comparable to the Audit Bureau of Circulation. Radio and TV could learn much if they studied the early history of publica- tions. They'd find that back around BMI POPULARITY A piece of music is meas- ured and appraised chiefly by its popularity — and popularity in a song can only be judged by the frequency with which it is played and heard. When folks are humming or whis- tling a tune you can be sure it is popular. The public usually is unaware of the authorship or source of the song it is humming. And quite often those in broadcasting who pro- gram thase tunes are not aware that a great percentage of the current BIG HITS are being performed under their BMI license. BROADCAST MUSIC, INC. 580 FIFTH AVE., NEW YORK 19 NEW YORK • CHICAGO • HOLLYWOOD the turn of the century there was con- troversy among publishers about their circulation similar to today's situation with radio. But the printed media solved the problem and radio must do the same thing if we're to accept their reseach and representation of facts. "As to special studies like those on out-of-home listening. They are all very well, but I'd prefer to see them done on a periodic basis by some rec- ognized research organization rather than done whenever a radio station or network decides to for the purpose of proving a point favorable to its selling pitch." Monarch Wine Company, Meyer H. Robinson, sales manager. (Advertis- ing budget: over $250,000 in radio or approximately 85% ; announcements in 30 cities; agency: Donahue & Coe.) "I believe that the effects of radio have been underestimated and the ef- fects of TV overestimated. "In the fall of '50 and the spring of '51, our budget called for radio and TV. However, in the fall of '51, we took the plunge and cut off TV and went all out on radio. It was a daring plunge and we are happy we did it as the results more than justified the de- cision. Unfortunately, all advertisers are human and they are prone to place themselves in the position o*f being Mr. Average Listener. In most cases they do not fit the picture and therefore are completely out of focus when it comes to selecting advertising media. "Many thought that radio was 'miss- ing in action.' Unbeknown though to many, it was still fighting on all fronts without the fanfare and bugle calling of TV." Drug company. (Advertising budget: approximately $4,500,000; uses spot radio heavily— $1,000,000 next year; spot TV; network TV; Sunday sup- plements.) "We are adding to our spot radio in 1952, while continuing to back TV to the hilt. But we have almost com- pletely eliminated magazines while continuing in Sunday supplements. "We have studied the results from spot radio, spot TV, and Sunday sup- plements and find that spot radio is most effective on a cost basis. Spot TV is more effective per announce- ment, but not per dollar. We deter- mined this by comparing results in va- rious markets where we were using different combinations of media. * * * a. c. Williams One of WDIAs many famous personalities Memphis Packing Co. Starts 4th Year on WDIA, Memphis! Yes, Memphis Packing Co., distributors of Evergood Meat Products, has just started Its 4th consecutive var on WDIA! It's just further proof of WDIA's overwhelming dominance in selling the huge Negro segment of the Memphis trade area (489.000 Negroes in WDIA BMB counties) for a'l types of accounts . . . local, regional and a great list of famous na- tional accounts including: Lucky Strikes, Taystee Bread, Super Suds. Gold Medal Flour, Purex and many others. Get the full story on WDIA soon! City: HOOPER RADIO Memphis, Tenn. AUDI M ENCE onths: INDEX Sept. -Oct '151 Time 5ots WDI A B C D E F G MF 8AM-6PM 12.2 26. £ 26.0 17.9 10.9 7.7 5.(1 4.5 MEMPHIS WDIA TENN- John E. Pearson Co., Representative SEPARATE BUT EQUAL WERD Proves A Moot Southern Point in Atlanta . . . '"Separate but equal", — that famous phrase heard but seldom seen, came true, Hooper-wise for WERD in May, 8:00 AM to 12 Noon- Monday through Friday. WERD'S Hooper Audience share equals the beet station in Atlanta today. Here are the Hoopered WERD Station A Station B Station C Other AM and FM WERD is the most economical radio buy in Atlanta. 060 on every Atlanta dial covers the area shown below 1000 watts — 23.2 — 23.2 — 19.7 — 10.6 — 23.2 31 DECEMBER 1951 75 SPONSOR SPEAKS Hold on tight, boys ["here's a whirling, twirling, mile-a- minute, watch-where-you're-going year ahead foi I \ adv ei tisers. It's a 5 ear <>f standout pioneer opportunities. But ii - also .1 year of standout pratfall?. "> ou'll have to look shai p. II \ "ii'n- < ounting on a year of 10<"> television stations in 62 major mar- kets start revising your estimate up- ward now. The FCC, and particularly 1 hairman \\ a) ne Co) . is in no mood to let grass grow under its feel with t l<> lifting the freeze and. once that - dune, granting construction per- mits. Wayne Coy's target date for freeze lifting i- earl) February. Don't !■■■ surprised to sec T\ stations on the air in such now non-TV arras as Den- ver. Portland, El Paso, Spokane, Des Moines b) late summer. Manx a sta- tion manager has told us that his equipment is alread) bought, his build- ad) and waiting, and that he'll 1"' on the air b) the grace of the FCC within 30 or nil days after getting lii~ grant. first of the l(r>2 crop of new stations will be in the TV-less sectors, for the FCC is giving these top prior- ity. You'll be surprised at the heavy volume of TV sets already installed as the first station takes the air in Port- land or Denver. Aided by citizen groups and the manufacturing com- panies. T\ applicant firms have been bard at work conditioning their mar- kets to a high pitch of TV excitement. \\ hat should the advertiser inter- ested in new TV markets do about all this? First, work closely with your advertising agency in following devel- opments once the freeze is off. Check the stations and markets granted. Make contact with key station person- nel. If you're investing a substantia] sum in air advertising, we can suggest nothing better than adding a radio and TV specialist to your staff who can co- ordinate with the agenc) and tour the stations of the nation on your behalf. There has been a marked though quiet trend in tins direction in the past few years — and the reports indicate that station managers, and commercial managers I being human I display a normal response to the personal touch of your own representative. The cost of television, both time and programing, will be a continuing and increasing dilemma to many an adver- tiser. How the cost structure will de- velop as more and more stations move into the medium is conjectural, and will be the subject of top research and analysis during the year. Yet. like all other media, television will find its proper level in the c nurse of time. On the radio front there will be much confusion as additional TV sta- in ms enter many a market. The '"sur- vival ol the fittest era" will then have begun in earnest. Right now stations who intend to be around when the smoke of battle clears are clearing their decks for the competitive radio station struggle. One astute station manager tells sponsor, just as we write this, that he is building a news gathering operation that will compete with the daily newspaper in his local commu- nity, and he expects to beat them at their own game. He's dropping all of bis network programing in the p.m. emphasizing music. In the evening he highlights sports. Is radio really coming back in TV homes? That's a question that is being answered every day as additional anal- yses come to light. In the lead story of this issue, eight such studies, all re- cently completed, point to the marked increase in listening in TV homes. It is well to note that the average TV home has more secondary radio sets than the radio home; that according to the joint CBS-NBC Study 77% of all listening in TV homes is on second- ary sets. Whether you, as an advertiser, are willing to accept the concept that there is a valid evening radio opportunity in a TV market depends in large measure on (1) the degree to which you accept the research now being done on this subject (2) your individual impres- sion of how much listening constitutes a valid radio opportunity. In the case of FM. which by now has gone into 25% or more homes in some markets, barely a national advertiser yet accepts the medium as a valid advertising op- portunity. This may change as more FM facts come to light in 1952. Merchandising, especially by the net- works, will expand during the new- year. Programing seems due for a re- juvenation. 1952 will be a great year for air advertisers. The opportunities are main. But be careful. Applause The rep steps out Vlmosl overnight, ii seems, the -i i tion representative field • I >< > 1 1 ■ radio ■ nd I \ has expanded it- horizons. Motivated parti) b) the evolution of die business, bul also b\ a rapidl) blos- soming matui it) . the men who not long Bgo limited their activities to selling national spol time for lie statio is the) represent have branched out in a hun- dred different wa) s. \nl thanks rates. In listing the B's the Iioss would be fierce, it we overlooked Ber MINGHA.M, CASTLEMAN & PlERCE. As for "C," a lot ot bi ji Agencies we see . . . for example, C\ NNINGH \M AND Walsh, I N C. There's Campbell-Ewald, then II \ k k n B. Cohen, while to Cecil and Ti;isi:i;n further thanks should be goin'. Next, to the letter "D" we go, with a salute to I)n\ Mil I & COE. 'Then HERS< III I. /. Nil I si ii, and DELTSCH & SHEA . . . I)i w i Jones ... (( )ops! 'That's kinks undei J"). \nd for other contracts that have been signed and sealed, we are grateful to Doherty, Clifford & Shenfield. We're glad our supplj ot rhymes is still ample, to mention D.ANCER FlTZGERALD & S.AMPL1 ... and als<, Down, kiniiii.n & Johnstone, "Ink" (which just about winds up the D's, w e think. ) I fnder "I " we thank I i , i Willi \m 1 also F.RWIN, W \si \ and all ot then tone. And lor VVc I < oast blisi- detetniine. win we thank \\. PS in tribute we'ie "welding rei iation to I'm. hi. Then (i II Uf salute in our "ditty," also Grant Advertising in the "Windy City." Under "IT" we're having one "H" of a time, getting our "H's" to properly rhyme. 'There's HaRVEY-MassENGALE in our "H" summary— then Hanley, Hicks & Mont- gomery. 'To the R\v HlRSH COMPANY, a polite bow is due . . . and to the Herman Advertising Agency, too. Two other Agencies, smart and adroit, are HlXSON & Jorgenson, and Charles W. Hoyt. 'Then there's Stewart Jordan- under the "J" . . . with three topnotch Agencies start- ing with "K." 'There's the KUDNER AGENCY . . . and KENYON Si ECKHARDT. In giving us business, they both played a part. As for the other Agency starting with "K," the Joseph Katz Company thinks we're "O.K." To Al Paul LEFTON, in Philadelphia, T \., we send lots of "Brotherly Love" your way. Under "M" there is Marfree . . . and Walter McCreery . . . while Morse International helps keep us "cheery." 'Then there's Ail w Marin, and John F. Mur- RAY, while tor MaxON (it you're "axin") we get results in a hurry. And to our chain of thanks, another big link, as we add MOREY, Hi mm & Johnstone, Inc. We come next to Nhi-DHAM, LoilS & Brorby. ('The best word to rhyme with BRORBY is BRORBY.) Under "O," we really OWE thanks galore . . . Owen & Chappell, and Roisert W. Orr, also R. T. O'CoNNELL, and O'NEIL, Larson & McM \nox, and also in Chicago, thanks a lot- Oman. 'Three Agencies we love "A Bushel and a Peek" are PlCARD ADVERTISING, PlEDMONT . . . and Peck. .And tor their good judgment in radio buyin', we're thankful indeed to RuTHRAUFF & Ryan. Do we have more acknowledgments? Yes indeed, main! 'There's SlMMONDS & Sim- mon ns, and of course. STREET & FlNNEY. 'There's "S. S. C. & B." ( if memory fails) that means Si LLIVAN, Stai FFER, CoLWEl I Si BAYLES, and our final "S" is important, you bet ... a thankful salute to SHERMAN Si M \RQ1 1 I I I . I nder "T," we're glad to mention " I. W. T." ( 'I hat's easier to rhyme with than Thompson, you see.) 'To Thompson- KoCH and J. 15. TayLOR thanks we extend; while under "V" there's "Vic" V\N Der LlNDE. And under this letter, we next proud- ly hail the neighboring agency of Van San r, I \I.L. As we near the viu\ of the alphabet, Weiss & (iii. mk we couldn't forget, nor The Wi si i \ ,\ssoi i \ti s . . . also ( JeOFFREY Wade . . . who were all in our '51 Business Parade. And loi a double "W" there's Ward Wm I LOCK, too . . . ami finally, Vol no & l\ I IMC wi . . . our best (banks to you! While we're happy and thrilled for NATIONAL RECOGNITION we proud and thankful for our LOCAL P(j TION. More listeners than ever/ A Ra we treasure! Our thanks go to "PULSE' their accurate measure. To the Mutual Network, and its Presid Frank White, our appreciation and sun delight, for fine shows, plus promotion, people still know — that "WHFRHY YOU CO, THERE'S RADIO." And last, but not least, our sincere sal tions to all Local ADVERTISING ( GANIZATIONS. 'The business they give day in and day out ... is something to t be thankful about. They're the real "B; bone" in our operation, anil we pledge continued co-operation. If we had spaa verse about each one we'd write, but w thank them alphabetically (from left to rig! (Ad Masters. Inc. — Advertising, 1 — Art Ads — A. W. & L. Advertising Azrael Advertising Agency — James Beattie Agency — Maurice Chess Agency — Cohen «x Miller Agenci Rorert J. Enders Advertising, Inc.—. vin Epstein Agency — Col rtland D. F ot son Agency — Pall Lynn Heller, I — Trxest S. Johnston Agency — Kal, F.i: lich & Merrick — Henry J. K.u f.mav Associates — Kronstadt Agency — 1 Lewis Agency — J. Gordon Maxches Advertising — Harwooo Martin Ace^ — Meli.or & Wallace — Wm. D. Mi dock Agency — Lewis Edwin Ryan At; cy — M. Belmont Ver Standig — \Y liams, Stark & H inkle.) Resuming our rhyme, THANKS fi "A" thru to "Z" . . . for thinking of as WWDC. (If our verses were feeble, ; brother, you know it, just place the blame our Station Staff" Poet.) If you're on our business list, here's hoping, once more, \ name wasn't missed. A REMINDER — FOR RT.sTI i YOU'LL BE 'THANKFUL TOO, YOU'LL KEEP PLACING ORDE THROUGHOUT '52. National Representatives: John Blair & C , K V KATiOHAL BROADCASTING COMPANY. Inc. GENERAL UBP.AR'f